Marketing to people's needs
by Affiliators on 15 Apr 2013 permalink
There are only a few basic needs that people cannot do without. Think of food, shelter, clothing and transport. Sorry, a new iPad app is not a basic need. In those basic 4 segments major players have claimed their stake - but is there room for the little guy?
Food - perishable goods used to mean a local market until oranges were flown from the USA to Australia... Have a few chooks in the backyard. Who will buy your eggs? Can you make goat cheese? How many carrots do you need to sell to be able to fill your car with petrol?
Shelter - there might be a real estate crash on the way but banks will just repossess properties held as security for delinquent loans and furnish their own tenants instead. Do you have a spare room in your abode? What about erecting a "bed and breakfast" sign? How much should you charge for your spare room?
Clothing - can't compete on price, what about competing on quality or style? Short of having your own label can you have your own production line? Can local markets be enough exposure or do you need your own shop? How many garments can you roll out in a week with just one sowing machine? Where do you get your fabric?
Transport - where are the local electric cars manufacturers? Are you a mechanic? Do you have access to spare parts? Can you fix what is broken? Can you teach others to do likewise and make a living for themselves? Can you use your van to operate a courier service? How many parcels do you need to deliver to break even? What about if the price of fuel doubles? Can you run your diesel on oil recycled from a fish and chips shop?
It appears that wherever you look uncertainty abounds. Making a business plan is hard enough. It is when you are about to commit your own money that you are overwhelmed by the potential risks. How comfortable it is to work for someone else and let them worry about all the issues. Many business folks have gone broke before hitting their own goldmine. They just wouldn't give up their dream. There is a market for dreamers - or rather can you dream up a market just for you?
Can you go over the obvious again and check what people do around you in their daily lives. Can you observe points of friction and ways to make life easier? If you can do that you have identified a need. Can something be done to address that need? Will you be the one to bring it to pass?
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