Spring to Action Ltd

Standing Out in a Crowd

One of the most difficult aspects of running your own business is making sure you stand out from the crowd.

Sure, you have great customer service. Yes, we love your branding. But doesn't the guy next door do just the same?

There's just no use having six identical ice cream vans parked next to each other.  How do you choose which to visit? The one nearest you? The one in middle, in the vague hope they might not have sold out of your favourite ice cream flavour?

Businesses need to be distinct, so we the customer can have an easier time deciding who to buy from.  Price always seems like an easy one - just make sure you're cheaper than the guy next door.  But what if he drops his price, too?  Can you afford to go lower?

Instead, put yourself in your customers' shoes. What would they prefer you to excel in? Customer service? Speed of service? Choice of stock? Unique items only you sell? If the ice cream van was the only one to sell Cornish ice cream wouldn't you go there first (I'm assuming he sticks a whopping great sign on the van telling you so)? Make sure you do your market research.

Next, shout about it, from the rooftops if need be.  Tell everyone you sell Cornish ice cream made from English cows, using a traditional family receipe.  Tell them it's the best ice creams Cornwall has, in fact, it's won prizes for it.  Who can resist?

Whether you're opening a cafe, or selling products online the same basic principle applies. We want to know why you're special, then you just might have yourself a sale.

What makes you buy from businesses? Thoughts welcome.

Beginners Guide to Market Research for Startups

There are many things we all try to avoid and in the startup world it's no different. There is a clear look of apprehension on people's faces where market research is concerned, but there really needn't be. Recently a few people have asked me about this area, because the idea of asking people questions horrifies them or they

Research is all about finding out what customers want. That's it, just what they want. What they want to pay, what they want to buy, what they want to see improved.  For any business to be successful you need to know these simple things because otherwise you might buy products no one wants or you might sell them at the wrong price.

The most important market reserach is done with customers, because no matter what the statistics say, the size of your market just isn't that important if no one wants what you're offering.

So let's start at the beginning.  Please bear in mind you can make this as complex as you like, I'm just keeping it easy for everyone to understand.

What questions do you need answers to?

What does your business need to know?  This could be, will you have mainly female or male customers?  Where else do they shop? If it's a business, what do they currently pay for what you offer?  What are the main things influencing their purchase?  

Write out your questions and try to use tick-box answers so it's easier and quicker to answer. Be really clear and get someone to check for any errors.

How will you implement the research?

Talk to your customers directly and ask them to answer a few simple questions, try an online survey software like www.surveymonkey.com Ask as many people as you can, from different age groups, different genders, living/working/shopping in different locations.  If you need to ask businesses this is more tough - perhaps have an incentive or go through an organisation like the Chamber of Commerce.  Can you ring potential customers for 5 minutes of their time (prepare yourself for a few knock-backs)?

What next?

Collate all your research together and see what findings you have. Be really open minded about the results and look at your business from your customers viewpoint.  What are they telling you they want?  How will you provide it?  How will you be different from your competitors?  If they can already easily and cheaply get what they want, is this is the right business to be in?

What else could you do to talk to your customers and get under their skin?