RSS Feed .(JavaScript must be enabled to view this email address)

Mary Schmidt Marketing Troubleshooter


Idea Pool

You Can Sell One of Anything

Mary Schmidt

Feb 12, 2015

In working with clients to get products to market, I go through a series of reality checks. And, one of the hardest realities is that you really can sell one of anything…to somebody. The “trick” (and how you build a sustainable business) is selling more than one, over and over.

So, here are some of the reality check questions we work through.

1. What makes your product better than others already on the market? Is it a lot better? How? Can we translate that into value? How can we displace products already out there with target channels?

2. What’s your pricing model? If you’re going through third parties,  you need to build in margin at every level, with very conservative cost and revenue projections.  Better to be pleasantly surprised that you make more profit than projected…than have an “oh crap” moment when a major, much needed distributor won’t budge off their price demands (they don’t need you; they’ve already got a big biz)....or that it costs you more to provide tech support than originally estimated.

3. How much money do you really need to make? Is that realistic? How did you get to that figure? What happens if…(It always takes longer and costs more to get to market.) Better to dominate a profitable niche than lose your dollars (and mind) in a mega market.

4. How do you plan to support the channel for marketing and support? For example, if you’re still working a day job, you can’t provide top tier tech support 7/24.

5. Who do you (already) know? Sure, we can do detailed market analysis (and should) but in the early days, if you can get a warm intro to a key channel partner, that’ll go a long way to getting you up, running (and profitable) sooner.

Related posts from the archives:
Mind Share Before Market Share
Markets, Markets, Markets EVERYWHERE!
What’s Your Secret Sauce?
The Boring Bits of Marketing
Why You Should Talk to People Who Don’t Know (Love) You
Amateurs Talk About Strategy
Strategy Blind Spots
Before Evaluating New “Target Demographics”
The Strategy Disconnect

Get some value from this post? Make a donation to Roadrunner Food Bank (NM). Easy, fast and secure. I’ll never know but you will….and doing good makes us feel good.  Your contribution to Roadrunner Food Bank helps provide food and hope to nearly 40,000 children, seniors and adults every week. Also, they make your gift count by converting every $1 gift into 5 meals (something to keep in mind when you want to help your local food bank. Give dollars not cans.)

In Start-Up Sanity Checks, Marketing Troubleshooting


Start-Up Sanity Check for B2B Tech Ventures

Got a great idea? Are people telling you it’s crazy? Good! You’ve got to be a little insane to take that start-up leap – rather it’s out of your garage, the lab or a day job. I'll help you decide where and when to leap (and what to do when you land).

Investment: $500.00 (Why do I call it an investment? Two reasons: 1. If you’re willing to pay, that tells me you’re serious. 2. When you pay for advice, you’re more likely to value and use it.)

Drop me a line and we’ll see if we’re a good fit. If I can't help you, I’ll tell you (and if possible, tell you who can.)

Got funding? I work with one to three start-ups a year, on retainer (minimum of three months, maximum one year).

Free Downloads


Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

More Free Advice