New Entrepreneurial Marketing Workbook
The usual approach to marketing doesn’t really suit the way that small businesses operate.
That’s because it assumes resources and the ability to control the market that we simply don’t have and most text books are written and courses constructed as if we did.
But entrepreneurs , like service companies and a lot of manufacturers, operate differently.
They start with what they know, where they are and the resources to hand and interact with prospects to find out what kind of product or service someone will actually buy. They operate on the premise that the best market research data comes from sales that you have actually made. If you would like a sales and marketing guide that helps you operate like this in the real world then pre register for the workbook here. It will be available in the Autumn and we will contact you then.
How to build a business
Once a sale has been made you can do more of it, fine tune the offer and start to build the network around your own firm that will help you create the whole product that the customer actually wants.
A couple of examples. The first job I ever had was working in marketing for a heavy engineering company that made cranes for steelworks – the ones that lifted a 400 tonne bucket of molten steel and tipped it down the chute. Everyone was different because it depended on a whole range of factors including the size of the building.
So how was it designed. Well we didn’t use focus groups. The process was to lock our chief project engineer in a room with his opposite number from the customer, give them a couple of assistants each and an infinite supply of coffee and whatever they came up with – that was the product.
How we came to grow organic veg in Sussex
More recently I should tell you the story of how we came to be organic veg growers.
When Plants4Presents burst out of our house, we needed to find somewhere to run it from. You can’t run a plants business from just anywhere, the plants needed light and water and the packaging needed to be stored. After exhaustive research it turned out that we needed a plant nursery – so we swopped the house we had for one (more or less). The thing was the one we bought came with 2 acres of glass that we didn’t want. And it was a desolation – full of dead Chrysanths .
So for four months we studiously went about with blinkers on and ignored it. But one day the dreadful question couldn’t be ducked any longer.
“What on earth are we going to do with this lot then.”
“What did we know about? What could we grow in a cold house?” (It was heating them that had done for the last lot)
“I know – we can grow vegetables – we can clear out a couple of allotments worth and see if anyone wants them – if not we’ll have to eat them and think of something else”.
Well as it turns out we found the first customer and after a couple of conversations, sold him some stuff and the business grew from there. Nowadays we turn over about £50k worth of organic veg.
These are real stories – not much like how the likes of Colgate Palmolive develop toothpaste is it? Still this is the reality of how products are developed and businesses built.
Want to join us on the journey?
Our new workbook will help you work through all the things you need to do to do the same.