business development for small businesses and freelancers
TRANSCRIPT
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AIGA DCThe Business of Design: Business Development
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Business Development [verb]A variety of activities that drive long-term sales for your organization
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What makes up business development?
Research Prospecting Planning Sales calls Integrity
Tradeshows Reward programs Advertising Leadership Public
relations
Networking Customer service
Lead management
Product development
Email marketing
Project management
Content marketing
Speaking engagements Social media & more...
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Main Areas
Focus Areas
•Customers•Relationships•Markets
RequiredSkills
• Strategy• Sales• Customer service
Major Variables
• Company size• Product
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Where to start?
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Getting started, or rebooting
Know your audience
Define your value
Create realistic goals
Refine your message & strategy
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Why define your target audience?Less is more.
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You can’t please everyone
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Dart boards have one bullseye
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Narrowing Down Your Audience
Population
General Market
Product Market
Target
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A group of potential customers who have similar needs and are willing to purchase goods or services to satisfy those needs.
What is a market
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General Market• Generally similar needs• Ex: Transportation in a specific city, need to get around
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Product Market• Similar needs with similar solution• Ex. Drivers who purchase sedans
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Target Market• Similar needs, similar solution, similar motivators• Ex. Ride Sharing
– Similar to other options: Needs to get around, disposable income, located in major city
– Unique to product: likes convenience and personalized service, uses portable electronics
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Problems
Even within that bucket, there are variables
• Use cases: work, nightlife, errands, medical, tourist, etc.• What gets engagement with some, may not with others• No one wants to be sold your product, you need a story• The audience varies between outlets• And so on…
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SolutionBreak it down further.
Have multiple segments per product or really focus on one core segment
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Factors to consider
How do you segment?
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First Step• Think about everything related to your audience(s)
– Demographic– Psychographic– Behavioral– Environmental
• Look beyond your product offering
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Criteria for Segmentation: Demographic
B2B B2CAnnual revenue# EmployeesIndustry# LocationsYears in businessMarkets servedProducts/servicesJob titleLevel of experience/seniority
AgeIncomeMarital statusEducationFamily SizeGenderGeographic locationSocial statusOccupation
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Criteria for Segmentation: Psychographic
B2B B2CResistance to ChangeDiversification orientedOpen minded/rigidDecision making processEarly adopter/followerGrowth oriented/staticTechnology sophisticationProfessionalismRequire referralsAwareness of competitorsRisk aversionLoyaltyMarket/Product Focus
Brand preferencesPrice sensitivityConservative/LiberalEnviro-friendlyHobbiesLifestyleInformation sourcesService preferencesBuy based on trendsSpontaneityInfluenced by peersRelationship importance
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Criteria for Segmentation: Behavioral
B2B B2CWebsite visitsResponses to marketingPurchasing methodsAssociation membershipsInternet usageSocial media groupsCollateral views/downloads
Purchase historyWhere they shopType of store preferenceAssociation membershipsInternet usageImpulsiveness
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Criteria for Segmentation: Environmental
B2B B2CTechnology landscapePurchasing powerManagement practicesPurchasing processBusiness culture
Country of residencePolitical climateCurrencyPayment methodsShipping & receivingLanguages spoken
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Make sense of it• Pull out what is the same no matter what (constants)
• Evaluate the variables that make the biggest difference in the business model:– Sales process– Messaging– Revenue / profit
• Which segments are the most viable?
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Get informed
• Conduct market research
• Understand what solutions they are currently using
• Compare how your solution fits into their life
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Know Your Value
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Name the Companies
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What’s the difference in product?
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Why do you buy your toilet paper?• Do you really know the features and benefits?• Do you understand how it’s made?• Do you know how it’s distributed?• Does the company directly ask you to buy?• If price is the biggest factor, do you buy everything in bulk?
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Remember the Toilet Paper
• Numerous brands of varying quality
• All able to compete in same space
• Some brands seem identical
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Know your brand’s sweet spot
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Goal Setting
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Smart Goals• Specific• Measurable• Attainable• Realistic• Timely
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Refine Message
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Your coworker is different than your grandma.The value changes. Your stories change. It’s the same for business development.
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Bottom line. It’s about what your audience wants.
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Who is your audience?What is your value?How do you share it?…and what does that do for your business?
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Q&[email protected]252-7879