Be unique, be you, be a franchise - in choosing a product. Do not be a copy cat - a product, a business like any other

Every generation needs a revolution - an entrepreneurial revolution

It is a common complaint in the Philippines that other businessmen are gaya gaya.   Poor imitators, copy cats.  It is the easiest way to enter into business:   to observe and mangopya -  to copy.  But this is the best way to court failure.  As a commodity, your margins are low because of stiff competition.

Thus we see trending or uso:   dozen copy cats:   pandesalan, kapehan, pares, ramen car wash, grab that blossom overnight and in a couple of months disappear.  

If you must choose a business it must be:

    1.  Unique  - a business like no other walang kaparis

    2.  A franchise -  they will go to you only because you are the only one offering this

    3.  A  physical  feature that is not available to every one  - like a distant location, sea of clouds, waterfall, hot spring, sea, lake view

It could be a unique decor:   lights, fountains, plants.  

Thus in Makati Avenue, they change menu and themes, set up bands every ninety days.  Otherwise, only flies will crowd your establishment

Seith Godin calls this the "Purple Cow"  This is unique marketing and product development. Os there such a purple cow.   

Rather than rely on military strategy for plans, or Michael Porter, or other gurus, just concentrate on being a better product, unique to others.   Like a taxi driver who knows your first name, and who invests in radio, in fragrance, and seat covers to make your riding experience enjoyable.  Or a hotel in a cave, or ice castles or restaurant under an ocean park. 

Sometimes the best businesses are made by nuts/By crazy guys

Strategizing on Kotler's 4ps of marketing

Every generation needs a revolution - an entrepreneurial revolution

No its not the Phil govt program vs poverty  -  Pantawid sa poverty program.  

Philip Kotler popularized the 4ps of marketing:

     Product

     Price

     Promotion

     Placement

Of course, marketing must remember that you sell in order to have margins for future costs.  It is no brainer if you give away your products

A good marketing program is an interplay of these elements, not equal but one or two greater emphasized than others

They used to say that build a better mousetrap, and the buyers will come to your door.  Product strategy rarely works by itself alone  It is true that when you have a quality and durable product people will buy your product.  

But you need this to be affordable also (price)  You cant price yourself out of the market.  

You need to promote -  advertise, give discount, conduct events to make your product to be known to many.

And lastly you have to have a channel:

      .1.  Brick and mortar store

       2  DM

       3.  Facebook

       4.  Affiliate marketing

       5.   Sales force

Again you cant be all to every buyer at the same time.  You cant make a nice product, sell this cheap, advertise this heavily, pay tops in commission to agens Just choose one or two and pour your resources into this.   

Strategy is a choice of resources to employ to achieve your objectives.  

Heightening customer experience

Every generation needs a revolution - an entrepreneurial revolution

This used to be customer service.  Then evolved into customer delight.  A step towards this was popularized by Sofitel with Plaisir  -  doing things that please the five senses -  smell, taste, hearing, touch, sight.  Total experience

Now this has evolved into upping customer experience.   All phases of customer experience with the company must be upped:    phone call, messenger, Gmail  (are they  being answered promptly and courteously)   at the bricks and mortar office.   

In a supermarket or cafe:  you are surrounded by music, well dressed employee, well arranged merchandised goods,  and an assault to your senses by newly baked bread and roasted coffee.  Who can resist that   

Malls have:   gorgeous landscaping, nice architecture,  air conditioned rooms and offices.   Art work and decor.  

Truly this must be given attention because Peter Drucker has defined business as an entity " that creates customer"   Customer care is paramount.  If you neglect customers, then very soon you can be a history.