5.15.80: DISCIPLINE #5 - NARROWCASTING YOUR OFFER & BREAK MARKETS INTO SMALLER SLICES - WILLIAM EASTMAN
Today's Show focuses on Part 1 of 3 on how to slice up a market in finer slices so you can Narrowcast Your Offer. Next week will cover (2) Slicing Your Offer to Customers into Finer Offers, and close out Discipline 5 with (3) on How to Bundle Your Your Offer for increased sales and margins.
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We introduced the 5.15.80 Model at the beginning of the Season. It was a combination of research into small business performance and our practical experience from the last 2 decades. You could go to any area around the global with a market based economy and randomly select 1,000 companies, here is the distribution you would find: 5% or 50 companies that own their markets, 15% or 150 companies that are making money, and 80% or 800 companies that are barely surviving.
This series is about how to move from one level up and our concern in this series is the 15%, not how you get here which which is covered in the 80% series; the focus now is how to ACHIEVE market leadership and join the 5%.
LISTEN > ENGAGE > APPLY
Today we start Discipline 5 of the 9. As we covered in previous shows each discipline is present in 3 parts. Today our focus is on how to take customer knowledge and make your offer finer or more narrow to better the customers needs. Next week is the other option "Your Offer".
Key Issues - Owner Perspective:
What You Need to Know
What You Need to Do
Next Week - Part 2: Discipline 5 of 5.15.80: Narrowcasting Customers instead of Markets
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