Tag Archives: Clients

How Do You Monetize a New Venture? Eleven Suggestions

Situation: An entrepreneur has created a new business offering a critical service but struggles with how to monetize it. The primary clients don’t have the resources to fund it viably. What alternative sources of funds or revenue can be found? How do you monetize a new venture?

Advice from the CEOs:

  • The venture’s brand name must carry the message – the name must describe the mission.
  • One of the core messages is reciprocity. Reinforce this theme all over the site.
  • Testimonials are critical. Testimonial videos of real users personalize the experience. These drive participant acquisition and contributions.
  • Make participants feel like they are a part of a community.
    • Consider a variety of landing pages – same database but different doors of entry.
    • Encourage even more communication within specific target communities.
  • Look at MySpace vs. Facebook to guide the model:
    • MySpace was already big when Facebook launched.
    • Facebook exploded by making itself a more closed community – all exclusive colleges and Universities.
    • Monetize via donation or advertising vs. subscription. Fees could kill the opportunity. Too many other resources are available for free.
  • The key appeal is enabling people to do something that makes them feel good.
    • Post stories from those who have succeeded as a result of the platform, as well as those who have helped on the site. This will inspire others to participate.
  • How do you recruit new participants?
    • Some CEOs joined LinkedIn because of peer pressure – after enough people asked them to join, they did.
    • Install a template to encourage people to invite new participants – allow new participants to tell their story and the need that the service fulfills for them.
  • Consider adding premium content to the site, but only for those who have made contributions – monetary or in-kind.
  • Consider Fremium to Premium. In the Fremium model include a banner ad for users, like a university Training Institute.
  • Consider creating an advice network. Post questions and ask for answers from the community. Include an option to click to become a contributing participant.
  • Online there are eyeballs vs. action – the action is what matters.

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How Do You Deal with Cut-throat Competition? Seven Thoughts

Situation:  A company serves a market with a lot of new small entrants. Clients purchase from these other companies as well as the CEO’s company. They are continuing to call and network with their client base to retain clients and build new customers. What else should they be doing? How do you deal with cut-throat competition?

Advice from the CEOs:

  • Make a list of those clients who are no longer purchasing from you or referring new clients. Go talk to them. Ask why they are no longer purchasing from you or referring new clients. This may open new options. You may find something new or unexpected that you can offer.
  • Work with an outside service to follow up with on clients lost and won. The key question for them to ask clients is why. Learn from the responses what is most important about the clients’ purchase and referral decisions.
  • Consider a new service. A health/happiness outcome would be a nice value-add: a quarterly report back to referral sources on how happy the clients that they referred are. The last question on the survey should be – Would you work with our firm again? Why or why not?
  • Consider using an outside source to gather the data for these surveys. To get more valuable responses, don’t just ask about your company, but also several of your top competitors; this will produce a richer set of responses.
  • There are two ways to compete: either you are low cost or have established a unique value proposition. Whatever this is, sustainability of your critical point of differentiation is essential.
  • Health care legislation is now in flux. Whatever the outcome, it will have an impact on your market. Become an expert resource on the implications of various outcomes.
  • Look at social media resources – feed valuable information to your audience via blog.

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How Do You Succeed in Turbulent Markets? Seven Suggestions

A CEO is concerned about a possible downturn in the company’s market. They have survived the Great Recession and want to assure that they continue to survive future downturns. How do you succeed in turbulent markets?

Advice from the CEOs:

  • In turbulent markets, companies do everything that they can to reduce costs. This includes just-in-time ordering – regardless of lead times which they view as the supplier’s problem, delaying orders until they have confidence that they can sell what they order and produce, being miserly with cash, and demanding lower prices – even if supplier costs are rising. Dealing with each of these requires a steady head and creative solutions.
  • Spend as much time as possible meeting with important vendors and clients. Maintain the dialogue. They need you as much as you need them – without your products and services, their business is compromised, too. Spend time finding and cultivating the right relationships in client companies. Most of the time, this will NOT be the purchasing departments, but higher ups within the business units who are being pressed by their superiors to generate sales and revenue.
  • Pushing harder does not work in turbulent markets. Too many others are doing this.
  • Change your message – what used to work does not work now. Adjust your message to the times and adapt your message to your customer’s needs.
    • People want choice, and to do business with those whom they can trust to deliver.
    • Develop good case studies and testimonials – stories that your customer can share with others in their company.
  • Adjust your sales approach – look at SPIN Selling (Status, Pain, Implication, Needs-Payoff).
  • Don’t cut sales and marketing – focus it on the sectors that have cash and who are using the current market to grow. These people will continue to buy.
  • Look at what worked for you in the last five years – this situation is similar.
  • Look at your communications through the eChannels – if your competition is there, you should be too. For example, explore LinkedIn.

Special thanks to Jennifer Vessels of NextStep for her contribution to this discussion.

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How Do You Build Market Awareness on a Small Budget? Seven Ideas

Situation: A small technology company has a handful of major customers. They are very good at what they do and want to expand and diversify their customer base. The challenge is that they don’t have the funds for large-scale marketing.  As an additional twist, for now they prefer to stay under the radar of their largest competitors.  How do you build market awareness on a small budget?

Advice from the CEOs:

  • Start with the basics. Define your market niche and build from there.  Create a beachhead in this niche and generate strong testimonials from your current customers.  Segue to tradeshows and broader marketing opportunities as you build marketing strength.
  • You already have several marquis clients. Look for opportunities in other divisions within these client companies. The work that you have done for existing divisions makes you credible.
  • Network with your current clients to develop other opportunities. They won’t want to help their competitors; however, if you can improve what they receive from their other vendors they may provide introductions for you.
  • As a small company, focus on a single market where you have strength and credibility.  You don’t want to spread yourselves too thin.
  • Find a good customer and solve their problem well. Create an evangelist who will tell others about you.
  • Look for speaker opportunities at high visibility events within your market niche.
  • Consider webinars, these are inexpensive and if you promote them to decisions makers in your target niche you can quickly build credibility.

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