When I talk to people who are just about to start their own company, they usually have one thing in common: they are experts at what they do. While that is a GREAT thing to get you to where you can deliver a FANTASTIC PRODUCT OR SERVICE, it usually is NOT what you need to get started.
Why? Because you should NOT BE SELLING ANYTHING yet!
Let’s start in the other end, shall we? Here are the questions I usually ask.
- Don’t tell me what you’re going to do first as you try to sell stuff. Tell what problem you will have solved 10 years from now? (Someone said “To make aviation have zero environmental impact”. Another one said “All clothes will be made to measure”; Excellent!)
- What do you need to have accomplished in 5 years to make that happen? (As you can tell, timings here are arbitrary — that depends on who I am talking to. Point is, it starts from the future and goes back to today.)
- How will you bridge the income gap until you are into your core business? And how will you make sure you don’t get stuck in that “bridge business” as people start knowing you?
- What is the vision in your head (and we all have one — once you start talking about it you realise you know more about your future business and plans than you thought!)? Do you have employees? How many? Where is your office? Will you employ people or work through contractors?
- And then, my favourite question of all: Describe your customer to me. Is it a person or an organisation? (If you say organisation, I say Dig Deeper. It is ALWAYS a person. Always.) Who is she/he? What does she do? What does she like? What is her motivation? Is she a cat or a dog person? Does she do team or individual workouts? Heels or sneakers? You get the point. DESCRIBE your customer, and THEN start thinking about how to package and sell your product, what marketing channels to use, if social media is relevant (and which one?!).
That’s it for tonight. More on this, plus the selling part and some thoughts on bank solutions next week.
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