The importance of micro sized businesses

The importance of micro sized business. I had a meeting with Mr Giovanni Roncucci, Chairman of  Roncucci & Partners , an Italian business development consultancy, last week. He told me how the Italian economy is built on micro sized businesses. That’s right, he used the word “micro”; not small; not medium. Micro. The best part…

Sales vs. Marketing

The difference between sales and marketing

The difference between sales and marketing is a question that concerns many entrepreneurs. There is often a perception among business owners that “marketing” doesn’t work, and is too expensive, and that they should rather focus on “selling”. The result is that marketing activities are neglected in favour of a direct selling approach. But are business…

apricot jam home industry niche market

The importance of focusing on a niche market

The fewer resources you have, the more focused you need to be. This is the Importance of a niche market and it is the essence of the concept of strategy. Strategy is nothing but answering the question: “where will we focus our efforts?” By focusing your efforts, given your limited resources, you allow for two powerful…

Why you need to do marketing in your business

If you starve your body from an essential vitamin, you will in due course experience symptoms associated with the deprivation. A doctor will be able to recognize these symptoms and recommend the relevant vitamin to turn things around. The same applies to a business. If certain key ingredients – let’s call them “business vitamins” –…

Do you even need to do marketing?

Do you need to do marketing in your business? Or only sales? Doing marketing activity can feel like such a waste of time. It takes a long time to show results – if it even shows results. Actually, it feels like a gamble, and as a business owner you do not have money to gamble.…

What does your marketing numbers say?

  When I started my career in marketing back in 2002 at Robertsons – the same guys that make the spices, – the first thing I was given was a blue book full of charts and tables highlighting the market share performance of the brands I worked on over the most recent two months. Back…

Is your business leaving a scent?

  How do you attract attention in the wild? You leave footprints and a scent. Evidence that you’re in the area… With digital marketing tools it is easier than ever to drop a scent that you are around. On average every week about 200 people visit the Firejuice website. 90% of them are from South…

Do you have a marketing plan?

  If you want to lose weight from eating healthily, you need to do it over a long period of time to see results. If you want to build enough savings to one day live off the interest, you need to save a substantial amount over years, otherwise you will come out short. To cook…

Marketing is like fishing

Two decades ago, as a small business, you couldn’t do much marketing. It was simply too expensive. Printing ten thousand leaflets and dropping them in people’s mailboxes? Advertising on the radio? Promoting on a billboard? All too expensive. All you did was rely on your Sales department. They were responsible for meeting potential customers and…