What are you offering

One of the biggest problems facing a new entrepreneur is deciding what service or product he is in actual fact offering to future customers. It really is not as straight forward as you might think.

Let’s have a look at computers. A while back I wrote an article on the fact that the computer was dead and ready to be exhibited in museums. I got a lot of feed-back from folk who heatedly disagreed with me. Which was rather amusing.

The issue here is not whether computers are dead or not, it’s more deciding what computers are being used for and then evaluating whether they are dead or not. And the primary purpose of computers surely is that they have been our prime communications tool in recent years.

Sure we have used them to prepare stuff as well, such as spreadsheets, graphics or videos for instance.  But for the bulk of the folk using computers it has been a machine that is used to correspond with people, chat to each other, share information and news and to store bits such as documents, files, photographs, music and videos ready for when we want to enjoy or distribute them again.

However, computer manufacturers who think that these communicators are buying computers because of their processing powers, easy to use operating systems, great hardware design or mobility are missing the boat. These people are buying computers to communicate with.

The problem for computer manufacturers arises when other tools are brought onto the market that facilitate easier communication. For example smart phones, or iPods that are morphing into music, games and video players/phones are prime examples of why computer sales are falling.

As an example, my daughter who is proud to be considered a computer geek, is leaving her computer at home nowadays and is using her iPhone to Twitter, check her e-mail and listen to music or watch videos. A year ago this would have been unheard of. Her laptop nowadays only goes with her if she intends to do work.

So when checking on what kind of service you are providing, what would be the key idea behind your offering? Is your service providing accommodation in self-catering units or are you offering a home from home feeling. Are you providing a legal service to your clients or selling peace of mind.

If you are a dietician you are providing health and well being, and not just a diet program. A wedding photographer? You are selling fond memories. Fast food outlet? You’re not selling food, it’s all about convenience. Running a University or College? It’s all about aspiration.

Are you working as a handyman or do you offer convenient and quick home solutions.  Do you chop down trees in gardens or do you sell beautiful vistas. Starbucks sells convenience, that’s why you often find a shop on either side of an intersection so that customers don’t have to cross the street.

Cosmetics companies sell image, beauty and because ‘you are worth it’ pampering! What are you selling? If you can put the basic principle and emotion behind your service and present that to a possible client base, you will be one step closer to building a successful business.

PS!
Wishing everybody a wonderful New Year, great success, wealth and health and of course happy times with family and friends.  If you would like to be kept informed on what is happening on Marketing Fundi, do subscribe by feed or e-mail notification. Check the icons on the right hand side of this page. It’s really easy.