Author: Becky Bruso
Building a product or service and expecting your customers to magically present themselves to you is like chasing fool’s gold. To get my value to my market segments, I asked how my customers would be best served? A combination of methods surfaced due to the nature of my service offerings. To start, I will use direct channels. A mix of channels can be used to build out your business. Some possible channel combinations are direct via web, shops, or your own sales force; or indirect via wholesalers and partnered stores. Further you can own your own channel or partner with others to deliver your value proposition.
I have identified my niche market as those who are seriously engaged in business startup or business growth activities. In looking at these groups, there is further separation based upon their unique problems and needs and how I deliver my services. One of the key value propositions for me is the free content I plan to offer. I see this free content as the building block for my business model. I anticipate the free DIY Guides and Downloads will feed the interest in the workshops and consulting services I offer.
A Quick Re-cap of my Services follows:
- DIY Articles and Guides to Download (content)
- Street Smart Business Workshops to Geared to Fuel Business Growth
- Customized Individual Business Advice for Setup & Administration of Back Office Operations
When working to identify channels, it makes sense to ask if your chosen delivery channel is convenient and ideal for your customer Above, I noted that the web would be one of the channels where I would deliver the DIY articles and guides. For this to be of benefit to my customer; they would need to be present in large numbers on this delivery avenue. Consider that the channel needs to be part of your customer’s routine to be effective.
How can I best reach my customers who want hands on help? Two direct channels which I would own are where I would expect my customers to congregate to receive these services: direct web and direct sales. To successfully do direct sales, I must build relationships with other. This means I need to go out and network and talk to those either looking to startup a business or those already in business and looking to grow.
As my business matures, I plan to expand to my channels to include an indirect channel through partnering with other business service delivery organizations. Such partnering would be mutually beneficial in expanding my channel reach and my partner organization’s channel reach.
Direct Web Sales and direct sales through my own efforts are the intended channels I will pursue to reach my customers.