In This Issue: Setting Goals | Marketing Planning for Small Business - Part 3: What Are You Selling? | Spring Cleaning: Dispelling the Myth | Recommend a Business

 

 

Setting Goals

 

The process of setting goals helps you choose your path in life. By knowing precisely what you want to achieve, you know where you have to concentrate your efforts.

 

The first step is to consider what you want to achieve in your lifetime; setting long term goals gives you the overall perspective that shapes all your subsequent decision making. Once you have set your lifetime goals, set a series of plans, each one progressively smaller than the previous. For example - 10 year, 5 year, 1 year, 6 months, and then a 1 month plan. Each of these should be based on the previous plan to achieve your lifetime goals.

 

Finally set a daily to-do list of things that you should do today to work towards your lifetime goals. Keep the process going by reviewing and updating your to-do list on a regular basis. Periodically review the longer term plans, and modify them to reflect your changing priorities and experience.

 

This month, we feature the continued marketing segment by Gregory McCormick of Walking-Stick Consulting Group and are pleased to feature Alison King from Time to Get Organized. Thank you for subscribing to our newsletter!

 

 

Marketing Planning for Small Business - Part 3: What are you Selling?

 

In last month's article, we looked at the various sections of a basic Marketing Plan. This month, we're going to take a closer look at the 'Product' section. This is where you collect everything you know about what you are selling and forms the basis for all product marketing; including brochures, flyers, websites and sales pitches.

 

After establishing preliminary goals, this is the section most small business owners choose to work on first, because we usually already have some idea about what we'd like to sell.

 

Note: The term 'Product' refers equally to either goods or services.

 

1. Functional Description

First of all, what does your product do? This section describes what your product is and what it does (upholstery services, website design, handmade cat toys).

 

2. Features

This refer to intrinsic characteristics or qualities of the product. Is it red or blue? Does it come in a nice box? Is there a warranty or value-add services included?

 

This is often as far as small business owners get, because they often figure that a list of features (bright red, leather interior, a 1.8 litre VTEC engine and anti-lock brakes) is all a customer needs in order to make a purchasing decision.

 

3. Benefits

More often, customers buy because of what they expect to experience as a result of having made the purchase (get to and from work every day, carry lots of groceries, look 'cool' while having fun driving around). Basically, what's in it for them?

 

In many ways, this is the key to the whole Marketing process: communicating to customers what your product will accomplish for them.

 

Benefits come in two basic 'flavors':

 

'Hard' Benefits : These are readily quantifiable and include benefits such as saving time and money, increasing capabilities, meeting basic needs (sustenance, nutrition, protection from elements etc.).

 

'Soft' Benefits : These are less quantifiable - but no less important! They include such things as reduced anxiety, enjoyment, comfort, a sense of style or fun...

 

4. Differentiators

What features or benefits do you offer that your competitors do not? Why is your product better?

 

In this section, try to identify even a few things that will help set you apart. A 'good' differentiator is important to your customers, unique or superior to competitors, easy for customers to understand, and difficult for competitors to copy.

 

Try to avoid using price ("we're the cheapest!") as a differentiator - unless you're Wall-Mart, there's almost always somebody out there that can do it cheaper...

 

5. Pricing

What are you charging and why? Include the reasoning you used to arrive at your pricing, how your pricing compares to the competition and any justifications you have to help explain your pricing to customers.

 

This is a good place to describe your sales terms and conditions (e.g., COD or Net 30), any warranties or guarantees, return policies, and any discount schedules.

 

Work with someone!

 

As small business owners, we're often 'too close' to our own products to properly evaluate them, and it's always a good idea to get a fresh perspective - so get some help during this process. Could be a friend, business associate, or (best of all) a potential customer.

 

Next month we'll start looking at the 'Market' section of your Marketing Plan; and go over the Market Research activities that will help you get a handle on who your customers are and what they are looking for.

 

Gregory McCormick operates Walking-Stick Consulting Group, which acts as a 'virtual' marketing department supporting small to medium sized businesses, as well as providing training and advisory services to entrepreneurs.

 

 

 

Spring Cleaning: Dispelling the Myth

 

Was your New Year's Resolution "getting organized"?  Did you vow that this was the year you were finally going to do it? We were all gung ho in January but somehow by March, we lost our get up and go and fell off the wagon. Now that the weather is warming up, the ambition to achieve your goal of getting organized will be rekindled. It's not too late to get back on track.

 

Spring is almost here and with that comes thoughts of spring-cleaning; an annual ritual in our society! I think doing two major cleanups a year is a good idea. I recommend cleaning once in the spring and once in the fall. Having said that, I think it's a good idea to de-clutter all year long! That way, it's not so overwhelming when spring arrives.

 

Organizing is often about getting rid of the old and making room for the new but it's also about knowing what you have. Professional Organizer, Barbara Hemphill says “If you don't know you have it and you can't find it, then it's not doing you any good.”

 

Have you ever asked “What does a professional organizer do?” A professional organizer is a consultant, or an extra pair of eyes and hands. Someone who can help you see the forest for the trees. We do everything from going through junk mail, to organizing filing systems, tackling old storage boxes, and helping people set both goals and a plan to achieve them.

 

I would like to dispel some of the myths about professional organizers.

 

• We are all neat freaks! We are not! I can attest to that fact. Organized is not always neat and neat is not always organized. What I mean by that is if you can find what you want, when you need it, then what does it matter if it's pretty? As long as it works for you – that's what counts.

• The 2nd myth is that we will judge you! You think we are like your mother-in-law coming through with the white gloves and thinking to ourselves “how do people live like this?” The opposite is true for me. I know people today are overwhelmed, many are two income families with children and pets and after school activities etc. What makes Time to Get Organized different is that we relate to our clients and make them feel at ease.

• The 3rd myth is that we tell all our friends and neighbours about your clutter and your business. As professional organizers, being a member of POC (Professional Organizers in Canada) binds us to a code of ethics which says we will not divulge any personal information about our clients unless we have their express permission.

• The 4th myth about professional organizers is that we will try to impose some rigid system we learned from the military! Professional organizers are problem solvers and we work with our clients by assessing their needs and then offering them practical solutions. If we see that our clients are visual and need to see their “stuff” then we don't try to hide it away. Our job is to offer suggestions and give direction as much or as little as the client wants. We don't tell you how to do it – we show you possibilities and let you choose the one that best suits you.

• The 5th myth is that we will force you to part with all your keepsakes! I never force my clients to get rid of anything. For example, if they may ask me, ”Do I need all these recipes?” I answer “How often are you using them?” (if they are in a box in the attic or basement – then probably not too often). I may suggest keeping a few in a binder or tell them that the internet has a wealth of recipes at the click of a mouse. Travel brochures are also something people keep but rates change and up to date information can be found on the internet.

• One final myth is that we are too expensive! Many people decide they can't afford our services even before they know what it will cost. In as few as three or four hours, we can work out a system that puts you on track. If that helps you from paying late fees on unpaid bills, get more customers for your business or spend more time with your family, then I'd say that's money well spent! Professional organizers can save people time, space and money!

 

If you have any organizing questions, call me at 905-330-3514 or email me at aking@timetogetorganized.ca

Alison King. Time To Get Organized, A place for everything, and everything in its place.

 

 

Recommend a Business

 

I Highly Recommend is a directory of local small businesses in your community. We are built on a network of trust and rely on your recommendations and referrals. If there is a business that you highly recommend, be it product or service, please contact us.