THE UNCERTAIN 15%: DISCPLINE #5 -BUNDLE, BUNDLE, BUNDLE - WILLIAM EASTMAN

Today we close our Discipline #5 on Narrowcasting Your Offer with Bundling. Given the 2 previous shows, we have segmented each customer to determine specific and unique needs. Today we cover how to assemble the pieces together to sell more, smaller offers that produce greater results.

​PROFIT RADIO - "A Network of Entrepreneurs for Entrepreneurs"

Introduction
​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

Show Objectives
Narrowcast vs Broadcast
The idea is to eliminate one-size fits all by refining their needs into separate issues and do the same with your products and services. The secret is to view your offer as a huge warehouse of parts awaiting a customer request to build them a one-off. Of course it isn't really custom - just looks that way.

Key Issues - Owner Perspective:

1. What should I do to disassemble what we sell that improves results and expands our offer?
2. How do I reassemble the parts into new bundles?

What You Need to Know

What You Need to Do
Customers

1. Review previous customer need data  - original list of needs used to design products and/or services offer.
2. Conduct research on targeted markets and perfect customers
3. Break needs down to the smallest size that is logical

Offer

1. Review previous customer need data  - original list of needs used to design products and/or services offer
2. Review customer feedback / performance data on existing offer
   1. what to keep
   2. what to stop
   3. what to start
3. Disassemble exiting offer to minimal size, Assemble new offer to minimal size
4. Recast the entire offer - consider using the value ladder technique

Markets

1. Break markets into industries
2. Break industries into company's
3. Break company's into customers
4. Surround the CUSTOMER with informational messaging with more, smaller spends

Next Week - Part 3: Discipline 6 of 5.15.80: Aggressive Marketing & Selling - Part 1 Frequency of Purchase

1. Follow the 5.15.80 Series all season.​
2. Start your day with the best Global BUSINESS NEWS
3. JOIN the IBGR Community
4. DOWNLOAD the IBGR Growth App
5. RESEARCH anything related to Starting, growing, or Exiting a business on the IBGR Network

We are your single, one stop source for business success, period, end of story.

Make sure you leave some thoughts in the comment section below. I am interested in continuing the conversation.