Packaging Matters

Packaging Matters

As I noted in my last entry, platform thinking is a problem when you try to communicate the value of your product or service offering to a potential client.  The problem is that I have been struggling with the same issue for the past couple of months and only now have been able to put together the compelling story for my own business.  (Something that several in my network have been pointing out to me for a while now). Putting together the compelling story that will sell your product or services can feel like either finding a needle in a haystack (if you are unsure of who your target market is) or limiting your potential (if you are guilty of platform thinking).  I have always been sure that my target market is the Entrepreneurs who run new and small businesses in Halton and Hamilton so I didn't have the problem of the haystack, but I come from a generalist background so colour me guilty...
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Value is in the Eye of the Beholder

Value is in the Eye of the Beholder

I've had some great conversations with some really smart people in the past couple of months since I got started working with small businesses and new Entrepreneurs in this capacity.  There is one common theme that seems to be emerging though as I work particularly with young technology entrepreneurs: unclear value. Perhaps a good way to start this discussion is with a quote from the yoda of business management, Peter Drucker: "Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality." To illustrate an example of unclear value I'm going to use an example from a recent discussion (the names have been changed to protect the innocent). ...
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