Entrepreneurs

» Bonny Albo - Where Oh Where Are They?

We all, at some time or another, have a hard time finding new customers to increase sales and, in turn, profits. Or, at least I have.

This discussion is intended for the online and offline resources (including blogs, freelancing websites, books, magazines and other reference materials) that focus on either finding clients or hosting clients who are looking for contractors, freelancers or businesses that offer a specific service and/or product.

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» Andrea_Coutu - Where Oh Where Are They?

In response to Where Oh Where Are They? posted by Bonny:
I like to think of it in reverse and instead ask how clients find consultants!

-- posted by Andrea_Coutu

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» Bonny Albo - Where Oh Where Are They?

In response to Where Oh Where Are They? posted by Andrea_Coutu:

Andrea,

Thank you for your post. It is appreciated!

However, I think the posting serves your business, not really the entrepreneurs here looking for ways to find new clients for their businesses. Perhaps you have some ideas or suggestions along those lines?

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» Bonny Albo - A novel dilemma: to reach potential customers with an avant-grad

- From Bonny: An interesting take on reaching customers.

A novel dilemma: to reach potential customers with an avant-grade product, you'll need to have a few tricks up your sleeve - Innovations - Drink Safe Technology

Entrepreneur Magazine, Feb 2003.

THE ENTREPRENEURS: Brian Glover, 35, and Francisco Guerra, 34, founders of Drink Safe Technology in Plantation, Florida

PRODUCT DESCRIPTION: The Date-Rape Drug Personal Test Kit is a business-card-sized test strip designed to reveal the presence of two of the most popular date-rape drugs, gamma hydroxybutyrate (GHB) and ketamine. Users simply place a few drops of their drinks on the card's two test circles. If either test circle turns blue, it's an indication the drink could be tainted. The product sells nationwide for $1.25 per card, or $7 for 10 cards at convenience and grocery stores.

START-UP: $150,000 cash and up to $700,000 in donated time from Glover, Guerra and other researchers working on the idea

SALES: Approximately $250,000 in 2002; $7 million projected for 2003

THE CHALLENGE: Reaching customers when your one-of-a-kind product lacks an established network of distributors, wholesalers, retailers, catalogs, manufacturer's sales agents or other methods to sell through.

BRIAN GLOVER AND FRANCISCO GUERRA knew people would want to buy their innovative product--especially young women who enjoy the nightilfe scene. But without the support of bar and nightclub owners who didn't want to call attention to any dangers associated with their establishments, and without a ready distribution channel in place, these entrepreneurs faced their share of obstacles getting the product in front of customers. Here's a rundown of what worked for them:

Steps to Success

1. Check out your initial impulses. Glover and Guerra's first marketing idea was to sell the product as a promotional item to liquor companies. According to Glover, "On average, most large liquor manufacturers like Budweiser and Bacardi distribute over 500 million coasters each per year for advertising purposes."

Guerra adds, 'We thought liquor companies would see our product as a great public service, since date rape involved the liquor industry." But the liquor companies didn't show any interest--and the inventors' efforts with pharmaceutical companies also led nowhere. Although those first attempts didn't succeed, they were still worth a try. Had they worked, the inventors could have used an outlet that would have sold millions of their products. The moral? It never hurts to aim high where you can make the most money.

2. Study the target customers. When Glover and Guerra's publicity generated responses on their Web site, the results helped them home in on their target customers. "It was obvious the people most interested in the product were young women and mothers of young women," Guerra says. "We knew those were the customers who wanted to buy our product."

3. Choose a target market. Once marketers know who the customer is, they can determine where those customers make certain purchases. "We wanted to have a product in a location where women make a last-minute or emergency purchase at night, and we felt convenience stores were a prime market," says Guerra. Another option for the inventors was to sell the product through drugstores. But in the end, convenience stores proved to be the better option--there are more locations, and they stay open later at night.

4. Generate a positive story. Retail-store buyers are always reluctant to take on a new product, so inventors need to prove that customers will want to buy their product. "We've found that three out of five young adults will tell you they know someone who has been [the victim of] date rape," Guerra says. "There are close to 150 stories per day about date rape in publications around the country. We have been able to get [hundreds of] stories published [about our product], and when we went to trade shows, buyers were aware of those stories."

5. Make sure the product is ready to go. Retail-store buyers can look at a product they're familiar with and imagine how it will be packaged and sold in stores. They're less able to do that with products they've never sold before. Glover and Guerra sold their product on their Web site for one year before their first big trade show, the 2002 National Association of Convenience Stores in Orlando, Florida. Luckily, the partners had the packaging, pricing and product kinks all worked out before presenting the product to buyers. That professionalism helped them land their first big account: Circle K convenience stores.

6. Plan how you'll sell to the market. Once Glover and Guerra had selected their target customer and market channel, they wrote a business plan in early 2002. They researched trade shows, trade magazines, market outlets and distribution methods before approaching the market. This kind of preparation helped them determine the most cost-effective way to introduce their product to the market.

Lessons Learned

1. Don't be easily discouraged. Even experienced marketers have trouble introducing a new type of product. Retail-store and distributor buyers are always afraid of making a mistake, and you might have to approach them several times before they'll listen seriously to your sales proposition.

2. Distributors will make room for a winning product. One of the confusing factors about the market for inventors is that every buyer wants to carry the next hot product, yet they also fear handling new products. The reason for the contradiction? Only one out of hundreds of new products will become the next big thing.

Your job is to show the buyer your product has a chance. If you generate publicity, find success by selling the product at fairs and shows, acquire endorsements from people who are important to the market or highlight a success story, buyers will listen.

3. Understand your target customer and the distribution channel. Most inventors who succeed have learned virtually everything about their target customer and market, or they've aligned with someone who does. From a retail buyer's perspective, inventors come and go in a big hurry. So expect them to be skeptical of your staying power, especially if you don't seem to know the ins and outs of your chosen distribution channel.

4. Watch your money. Your money will run out quickly if you have to move from one distribution channel to another. You may need new packaging, and you'll definitely need to attend trade shows regularly to meet new distributors. This all costs money, and you won't be able to attack a second market if your money runs out. Inventors should always spend their money slowly, but this is particularly true when a product lacks, an established distribution channel.

5. Big companies are a hard sell in tough times. One mistake inventors often make is to assume that a big company is an easy sale. In reality, just the opposite is true. Big companies move slowly and are rarely the first ones to take on an innovative product, primarily because so many people need to approve each major decision. And that's in good economic times. When the economy slows, big companies are more interested in cutting costs, which typically means little innovation occurs.

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» Bonny Albo - Reaching the Right Customers

Reaching the Right Customers: The Accent News Group Shares Inexpensive Marketing Ideas That Work

(openPR) - In the February 2006 issue of Accent, Evy Williams of the Accent News Group explains that marketing doesn’t have to be expensive to reach the right markets, but it does need to be creative.

Choosing effective marketing techniques on a tight budget is a challenge for any small business. In “Grow Your Business with Creative Marketing” (available at www.EmphasisOnSuccess.com ), Accent editor Evy Williams offers some real-world advice about reaching potential customers that won’t break the bank. Based on her personal experience, Williams advocates inventive, inexpensive strategies like networking and getting involved with industry organizations as the best ways to get clients.

“I can’t stress enough how important it is to continuously market your services. Even if you have enough work right now, what about the future? What about growth? We need to address the future needs of our businesses as well,” notes Williams, owner of Brochures by Design.com ( www.BrochuresByDesign.com ), a virtual firm specializing in professional writing services, desktop publishing and multimedia presentations. “Be creative when marketing your business. Step outside your comfort zone to do something a little different. I know it’s worked for me.”

Marketing is the focus of Accent’s entire February 2006 edition. Readers will also find articles on:

• Mastering search engine optimization
• Generating buzz on your business
• Developing a brand identity that makes your business stand out
• Common marketing mistakes you don’t want to make

Readers can check out the current issue at www.EmphasisOnSuccess.com as well as review previous editions. They may also subscribe to Accent so the next issue arrives directly in their inboxes.

In March the Accent news team will explore communications. Articles will cover such topics as e-mail etiquette, VoIP, broadband wireless and online message boards for virtual professionals.

Started in summer 2005, Accent delivers information, resources and solutions that enable virtual professionals and small business owners to excel in today’s marketplace. The e-zine was developed by the Accent News Group, a network of virtual entrepreneurs that volunteers its expertise to help other business owners succeed. Because members want to be an independent, informed voice for small business, the Accent News Group is not affiliated with any company or organization.

Current members of the Accent news team are

Editor: Evalyn (Evy) Williams, Brochures by Design.com ( www.BrochuresByDesign.com )
Assistant Editor: Dawn Mills Fowler, Your Home Office ( www.virtual-assistant.us/ )
Technical Writer: Tom Lamm, Osage Enterprises ( www.osageinc.com )
Writer: Ramona Goutiere, Goutiere Professional Business Services ( www.GetGPBS.com )
Writer: Lori Davis, Davis Virtual Assistants ( www.DavisVA.com )

Their specialties include professional writing, desktop publishing, Internet marketing, website development and administration, cross cultural training, international security, administrative support services and nonprofit management.

To learn more about Accent, visit www.EmphasisOnSuccess.com or contact:

Evalyn (Evy) Williams
Accent News Group
Augusta, GA 30906
info@EmphasisOnSuccess.com
www.EmphasisOnSuccess.com
Phone: 011.706.294.0765

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