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Who Will You Be Competing With: A
"They" or A "We"
1. Will you have competition? If not, why not? To
find your competitors, search the web, local and national membership
organizations for the field, the yellow pages, online and other
directories identifiable in Gale's Directories of Directories.
2. Who is your competition: big companies, small
business, local, national or international firms?
3. How long have they been in business and how are
they doing? Contact your competition.
4. Will what you will offer be different or better?
To find out, you must see or experience what others offer.
5. Might you subcontract or get overload work from
them? If they are close-mouthed or cutthroat, watch out. There might not
be enough business to go around. |
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Ten Ways Of Specializing
1. Geographically - area, climate, population size,
or on your customer's premises.
2. Demographically - age, education, ethnicity,
income, marital status, household size and composition, religion,
gender, stage of family cycle.
3. Occupationally - industry, trade or profession.
4. Behaviorally - attitudes, benefits which appeal,
buying patterns, product use and frequency (smokers, overeaters,
hobbyists).
5. Psycho-graphically - lifestyles, motivations,
personality characteristics.
6. When you work - nights, on short notice, weekends,
weddings, holidays, life events.
7. The problem you solve - cash flow, customer
retention, drug abuse, employee turnover.
8. How you work - face-to-face, via modem, by phone,
in seminars, books, mail order.
9. Size or type of client - small business, schools.
10. Pricing - premium, bargain, or value. |
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