Know Your Market

A recent newsletter I received underscores the same experience according to Amy Swift Crosby, founder of SMARTY. She understands her audience. When people called for a presentation on “How to Build Your Back Room” which is about accounting, staffing, etc. she knew that it was not “sexy” enough to get customers out of the house to attend a program like this. However, a webinar was the perfect idea and enrollment exceeded her goal.

She continues at length to describe the local joint/diner that has a great “greasy spoon” following and is now offering Gluten Free Muffins. If the thinking behind this is that it will draw in a whole other group of customers, it’s probably off target. It’s more likely that those diners are also looking at a different overall dining experience, replete with high concept coffee, cultivated sea salt and more.

So, as entrepreneurs we may have many, many exciting new ideas and vetting them isn’t always the most fun part of the process. Imagining yourself in the customer’s place and thinking like the client is the shift that needs to happen before you place an order for 1000 x or sign a 5 year lease on that very cool storefront.

©MWeisner 2014

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