The case study below is my attempt at forming a new consulting business with a focused target market. Niche markets are a key to successful small business concerns. Simply, it is virtually impossible to be all things to all people while maintaining desirable quality service standards. Instead, choose a target market for your product and/or service, do research on the needs of that market, examine the potential competition, and contact people in that industry. It should go without saying that having some experience and/or expertise in the chosen product or service is key – a baker wouldn’t go into a technical field – where is the credibility and trust required to develop the client base?
This is the actual email I sent yesterday with the business idea and proposal. Today I received a reply from one of the parties requesting a meet to further discuss and elaborate on the proposal.
(Names and organizations have been changed to maintain confidentiality)
Scott – Barbara - Chet,
I was conversing with Shirley King, Executive Director of Americans with Chronic Conditions about a possible business idea. She has indicated that she has numerous clients with chronic conditions that do not have access to computing technology, Internet, software or support. I suggested that I would be interested in assisting those with illnesses that are unable to do for themselves.
Ms King indicated the challenges inherent in funding, grant writing, etc. and a certain length of time required to 'make connections & contacts' in this specialized class. Further, given my personal financial situation, setting up and running a non-profit for this endeavor is not practical at this time. However, additional consideration and consultation yielded a solid suggestion - instead of using a non-profit entity for this endeavor - why not create a normal or for-profit company that would do the same?
Why is this idea beneficial?
Computer, Internet, and software access is virtually 'a must' for today's population. Communication, shopping, entertainment, and information are common uses of computers & technology. Those unable to gain access are in effect isolated from society and many suffer in multiple ways as a result. Further, increasing numbers of workers are using telecommuting as a viable option, especially in a global workplace. Those with no ability to access technology resources can be hindered in their quest to find gainful employment, even if on a part-time basis.
Who benefits and how from this idea?
Those with chronic conditions that would have at-home access to the Internet and related technologies. Local, state, and Federal governments realize benefit from a segment of the population that is better able to contribute and help themselves. Society benefits as a whole for providing valuable tools to those lacking them. ABC Org benefits by being able to provide additional services to their clientele.
Here is how I initially envision an implementation of this idea:
A colleague of mine, Robert Dongle, and I are considering forming a technology consulting business. We each have over 10 years in the Information Technology field with an emphasis on user support, desktop, and network installation and configuration. Through industry contacts, we would be able to purchase a significant supply of used computers. We would wipe out existing software configurations and replace them either with a pre-determined standard load or for special situations, a customized configuration and suite of applications. Depending on the circumstances, we would then either ship these computers or install them on-site or contract with a 3rd party for remote locations. Optional ongoing support could be provided via remote access connection (configured at software load time), phone or email. Computers would carry at least a 90-day replacement option (exact time tbd).
Costs are an issue, of course. Hardware, software, installation and/or ongoing support packages require consideration. These may be paid by the client, perhaps by a grant from the State or Federal government or 3rd party, or a combination of the aforementioned. Certain specific circumstances may qualify for a reduced rate, tbd.
A business entity would be created by Robert and myself and would carry insurance to cover errors, omissions, and incidental issues and this program would start with a pilot group for proof of viability and need. The issue of Internet access would also require research and plans for implementation.
These thoughts are obviously a framework with many areas to complete. I suggest this because of the obvious need for this service and a lack of providers for this market niche.
I would welcome an opportunity to discuss these ideas further. Please contact me via email or by phone at xxx-xxx-xxxx.
Thank you for your time and consideration.
Respectfully submitted,
A.J. St Claire
The Marketing Campaign
Ultimately, the goal of any marketing ‘campaign’ is to make your business known. The more you do to raise the awareness that your business exists, the more likely you are to attract their business. That means never missing an opportunity to get the name of your business in front of people. Sponsor events, join community organizations, mentor others, write and publish articles in your area of expertise. Of course don’t ignore the importance of having a well crafted web presence. What is a ‘well crafted web presence’? That is a little harder to delineate as every ‘expert’ will have differing opinions. We define the term as follows: A ‘well crafted web presence’ is one that is, attractive, useful and easy to maintain.
We live in a society that is groomed to a short attention span. It is safe to say that you have a few seconds to grab your ‘audiences’ attention. When you consider how much time/money/effort is invested into getting a client to visit your web site, it is contrary to both interests to waste time with irrelevant content. Glitz and fluff are appropriate for an artist or entertainer. If selling technology solutions, web space might be better utilized with an article on what to do if your laptop is smoking. That’s not to say there isn’t a place for lighter fare; we simply contend that one opportunity exists to make a first impression. Make the first impression a positive and memorable one.
One of the most important things about starting a web presence is realizing that it is a ‘living’ thing that can never be ‘finished’. Adding fresh content is probably your best use of time when wearing the ‘marketing’ hat. Consider the case of Joan, who finds your web site and has a wonderful experience, finding exactly the information desired. A month passes and Joan finds herself in need of your services. She goes back to your web site for your contact information - information that exists on your site, doesn’t it? Joan is already predisposed to purchase your ‘product’. Now consider the case where nothing has been changed or updated on your site. Does that instill confidence that you are (a) still in business, (b) a growing concern, (c) likely to be there the next time Joan needs your services?
Search Engines and Optimization
Next up, we’ll take a look at the confusing and wild world of Search Engines! There is no question that being among the first few results returned by a search engine is beneficial to your business. The question is how to place your business on that first page of results. The Internet is BIG and there are probably thousands of other businesses just like yours out there. How do you get to the top of the results list? There is an area of study sometimes called ‘Search Engine Optimization’ (SEO) that addresses this subject with many books, articles, and web sites available for reference. One of the most common pieces of advice is to constantly refresh your web site content.
Another often overlooked approach to marketing is to publish a press release. A press release has the advantage of being accessible to every news service of any significance. Free services exist on the Internet that will let you publish press releases. PRWeb.com is a pay service that is commonly used. If a press release is considered as an option, think for a minute about what you want to announce to the world. If you are a constant source of drivel, it is likely that the person making the decision about the news worthiness of your press release will ignore it. Consider this: “Another one from XYZ Corporation! They never have anything real to say…” The bottom line is, don’t spam the news services! If they get cranky they can extract the ultimate revenge and simply ignore you! If you have news that might interest others who may either purchase your products or are in your industry, it is a very good idea to publish a press release announcing that news to the world. And if that news should elicit the coveted ‘phone call’ from someone in the press, have your best sales pitch prepared and do your ‘home-run’ victory dance.
