Easier said than done…

"Know your target market. Know everything about your customers – how they think; why they buy."

We often hear this from the experts who make the claim, as if this was the answer to all marketing. Who are right, of course. However, unless you undertake some sort of marketing course or engage a marketing consultant (who would do it for you) very, very rarely does anyone explain how to go about defining and crystallising your target market.

 "Don't employ for skills and experience; employ for alignment of values."

Actually, this is what we say, at Switch. (Others say it too, of course – it’s not only us.) However, it has been at the very foundation of everything we believe about getting and keeping great people and building a great team. Firstly, we would strongly advise establishing the Core Values of the business – if it’s not already done.

As with the previous marketing advice, this is easier said than done.

Both pieces of advice should be treated very seriously and every effort made to follow that advice.

However, how does a small business owner, time-poor and lacking in resources to track down a means to make sense of what is required, actually go about it?

I could glibly say "Contact me and I'll show you", but you might be reluctant to do this for one reason or another. Another source, at least for the former, was addressed in my book, "The 10 Seeds You Must Plant to Grow Your Business".

The point is that, while we often hear these wise and wonderful assertions from people we perceive as business gurus, the means of implementation is not so easy.

Yes, of course I will try to help. But the better news is that we're in the throes of developing products that will provide this assistance at both minimal cost and easy accessibility.

Watch this space……

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What John Matthew believes about small business

That the owner has risked many things that others take for granted;

That there is no guaranteed income or reward for the considerable effort that is required;

That often, the family home is on the line to support the business and its constituents;

That there is a dignity and self-respect that is earned;

That entire communities would be better places if there was an increased appreciation and respect for small business.

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