Getting Started
packaging your service or products
Once you know who your customers are, you need to develop a strategy for communicating with them. (Refer to Doing Your Homework, for information about developing a customer profile).
The marketing mix
The marketing mix uses 4 P's as an established framework for developing a marketing strategy. It stands for: PRODUCT; PRICE; PROMOTION; PLACE.
Product
Describe your service or product in detail. Include its special features, and how it will benefit the customer.
Price
Describe your pricing strategy, based on your costs and the current market rate, and your payment policy, including any incentives or discounts you will offer.
Promotion
Select the promotional tool identified in your market research as the one best suited to reach your customers and achieve your marketing objectives, i.e. flyers, telemarketing, advertising, networking, guest speaking, public relations, press releases etc.
Place
Describe how and in what place (location) you will display or provide your service or product so that customers have access to it, or can find out how to contact you. This could involve developing your own website.
If your clients come to your home based office to do business, make sure it is comfortable and professional in appearance. If you go to your client's premises to sell your service or products, make sure you are appropriately dressed, as well as having all the necessary paperwork to close the deal. If contact is 'virtual', that is clients and customers only ever 'see/visit you' on your website, make sure your overall presentation is the image you want to project.
The SBDC can provide you with guidance at any stage of your business development through its publications, workshops, and appointments with specialists. For assistance, Tel: 131 BIZ (131 249), or visit us online.
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