Page 29 - Duct Tape Marketing

Duct Tape Marketing

businesses really provide great service. In fact, stealing market share in
mature markets is one of the easiest paths for smart start-ups to run.

It’s an Innovation That Simplifies
Much of this idea is focused on entering proven markets. While

that’s absolutely the advice I’m giving here, know that you must do
so with a significant point of differentiation that the market easily
understands and appreciates. In most cases, this can be done by look-
ing at the way most folks in the chosen market operate and finding a
way to simplify your offerings around breaking the mold.

For example, if people in your service business operate by pro-
posal and bid, come up with a fixed price. If the traditional operating
method is custom work, come up with a series of prepackaged offer-
ings that meet most people’s needs without the custom hassle.

There’s a popular pizza restaurant in Berkeley, California, that has
one unique pizza on the menu each day. They make it up in big batches
and serve thousands a day at $20 per pie.

Nothing Is Precious
Here’s the one that can snag small business founders. If you’re in

love with your bright, shiny baby start-up and all that it offers, you may
become blind to the reality the market suggests. The ability to keep an
open mind and a willingness to discover what the market really wants
and adapt accordingly is one of the core advantages of your smallness—
remember to use it.

Talk to your customers; talk to your competitors; talk to your
employees. Remember that nothing is precious but what the numbers
prove to be so.

10