Busin Making Choices T

When beginning your business, or considering rebranding, the best guideline is to consider, who is your customer. So many people do not start here. They just start and if asked will say, “Everyone is my customer.”

Stop right there. Before we go any further let's get this out of the way with a little tale...

Once upon a time, a hunter went out hunting for rabbits. As he made his way through the meadow he came upon three rabbits. “We will have a feast tonight and eat for days to come!” he thought excitedly. He began moving to capture the first rabbit, then the second one seemed slower so he veered toward it, at which time the third rabbit ran right past him – 6 inches away – and he dove to the ground for it, missing it by a fraction. As he righted himself he looked around. All three rabbits had disappeared into the tall grass. There would be no feast tonight.

The moral of the story is focus on one thing! If the hunter had pursued one rabbit, he would have most likely bagged it. When you splinter your attention quite often you end up with nothing or at best less than spectacular results.

And focus relates to both whom you serve and what you offer. We will start with the who but you can start with the what. There is a debate about where to start but bottomline, when you do this process you should know that your item(s) is wanted and who wants it! How should you tackle this question of who? Think about your interests, your circle of friends and acquaintances, and any area of expertise you might have. For example, I knew many sales people through my business networking groups. They wanted something special to give as gifts to previous and/or potential clients. They had budgets and were already committed to a purchase. They loved that the gifts could be customized and wanted to support someone they knew, liked, and trusted. Those salespeople were my first, easiest, and most profitable 'rabbits!' Ideally start by picking a market that you already have an entry into!

Further, develop your idea of the ideal customer. Ask yourself questions as you 'flesh them out ' What do they need and/or want? Where do they work? What is their income? What is their education level? Where would you find them? Who do you already know? What problem can you solve for them? Any other question you can ask to get a clear picture is also critical work you must do. Finally, what is their name? Brittany? Fred? Yep, name them! This is what is called your 'avatar” Write it all on a giant piece of paper and put it on your wall. When you start making choices,