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The EBiz Developer - September 2000

The Home Business Developer
   now the eBiz Developer


1. Ed speak
2. Ground Zero Targeting! by "Wild Bill" Montgomery
3. More Resources and links.
4 What's Luck got to do with it? - By Malcolm Harvey
5. Check your 'Favourites' ... A business in the making - by Vic Carrara
6. Next Issue

1. ED Speak

The restful time spent in August has got me going through the files of information stored for rereading or filing....that pile growing in the corner of the office.
I'm amazed at the amount of information, valuable information, that is just waiting for me to act on. I spent a couple of hours last night checking out links and sites that I had kept note of...some over 18 months ago!
The best sites were still there, a few taken over and renamed, the remainder shadows in the electron field.

How much info have you got stored away...waiting to be filed, acted on reread?
If it was important enough to keep then, it most likely still holds some valuable information for use now.

Stop looking for the gold in the future...you probably already have some in the corner of your office!

Best of everything,

Vic Carrara
PS. I'll share some of these finds with you in the Resource section.

2. Ground Zero Targeting! by "Wild Bill" Montgomery

Every business has a "Ground Zero Target", meaning the ideal customer group that you should be targeting in your marketing efforts.

I have met small business owners who actually have never taken the time to know who their customers are, what they want or where they could be found.
They just take anybody who comes their way and are grateful for the business.
Their marketing strategies, if they have any, fails for the most part, because they don't know who they are supposed to be targeting or they target to wide of a market to be effective. They are doing business, but could be doing it so much better by finding and targeting the ideal group of customers.

I want to be sure you take the time to know who your customers are and if you are targeting the right group.

What we're going to do today is give you the help to classify these customer groups and hopefully make it a little clearer what type of customer group should be your Ground Zero Target.
Take some time and decide which of these groups are most important to you and your business. assign them a value say from 1 to 10, 10 being the most valuable, one being the least valuable.
You can also add your own classifications to the list. Something that is important to your business.

Make a list of the type of customers you are currently targeting. Now comes the hard part. I want you to take a break, clear your mind and begin to think of other groups of customers that could benefit from your service/product. If you are having trouble coming up with other customer groups, don't rush it. Put it away until later. Take all the time you need. When you are finished (for now, because more may pop up later) compare them to the classification list and add up the value of each classification that fits that customer group.

# ) They Have To Be Able To Afford You.
There is no point in targeting a customer group who can't afford your service/product. A good example is a local company I found was targeting This is the group that has a budget set aside for the product you are marketing. They know that that will be buying, they just don't know it's from you.

# ) You Have Already Earned Their Respect.
In this group you have the customer who is familiar with you and your services or products, and hopefully satisfied with the services and/or products you provide. You have gained their respect and their trust. They will seek you out again, if they need you.

# ) Little Or No Competition.
You will find that the more you look, the more possible customer groups you can find for your service or product. You may find a that their is a piece of the market that most of your competitors have passed by or missed.

# ) They Want The Best.
This is the customer group who will pay the extra buck for the best product or service they can get. You will always have the customer group who will buy conservatively and the group who is willing to pay through the nose as long as the know (or think) they're getting the best.

# ) Geography Is Important To Some.
If your customer group is local, this is more than likely your number 10 here. There's no point in advertising to the world if you only service the surrounding communities. Do you only handle a local clientele? Do you have to? There are some companies that remain small local companies because they have not yet opened their market to a larger audience, who often turn out to be the better target.

# ) The Quantity Of Customers In This Group.
Even if you have found the ideal target group there is no point in marketing to a group of customers who will to soon be exhausted. Make sure you have the quantity of possible customers in this group to support your efforts.

# ) You Can Reach This Group Easily.
You want a group that you can expose your efforts to easily and often. You want to have a way of reaching your target group. Is this group seeing your promotion material, your advertising? Are they seeing enough of it? Is there a way to better reach this group than what you are doing now?

# ) References.
If you had to choose, would you take on a large project for an unknown or new company, rather than a small job for a company who is prominently known for what they do? I hope you said the smaller job. Word of mouth from prominent business owners or managers can be a major boost in getting your business where you want it to be.

# ) They Don't Know It Yet, But They Need You.
The group of people who need your product or service, just have to make them aware that they need you. You have to have a group of people you know that really need what you have. You may have your group that you are already targeting. Are you sure this is the group of people who need your service/product the most?

# ) They Need You And They Know They Need You.
This is the group who has your service/product already on their mind, they just haven't found you yet. All you need to do is introduce your business and service/product. They are ready to buy, it's just the matter of proving yourself and your service/product is what they are looking for.

After it is all said and done, you should have one group of customers who come out on top. This is the group your marketing efforts should be focused on. Consider the business you get from the other groups gravy on your plate. This is one of many exercises I have picked up.

Remember, Marketing is an exact science and treating it as such will take you far.

Happy Marketing

"Wild Bill" Montgomery

We've Featured Over 110 Articles in only one issue of our newsletter.
How many do you get in yours? Why Play With Puppies, When The Big Dog Rules!
Get The Best In Marketing & Business Information! To Subscribe go to http://www.MakingProfit.com or Email to subscribe-infozone@makingprofit.com

Life begets life. Energy creates energy.
It is by spending oneself that one becomes rich.

Sarah Bernhardt. (1844-1923) Actress

Resources and Links

What's hot?
Find out the top 100 web sites in many different categories

Need to do some research? Search dictionaries, a thesaurus, acronyms, anagrams, currency converters, quotes, maps.....and more:

If self-publishing is one of your interests, visit John Kremer's site: http://www.bookmarket.com

Need to find newsletters or magazines that are being published in your field of interest?
Try a key word search at:

Just starting out? Need help putting together your first site...marketing... http://www.poorrichard.com

For Inventors:

IMPORTANT: A fair amount of work goes in to amassing these links for you.
Although there is no way of checking, if you plan to reprint any links here on your website or ezine, please acknowledge The eBiz Developer by using one of the following links: http://www.empowersu.com/

Many thanks.

4. What's Luck got to do with it? - By Malcolm Harvey

To some people, success is based on luck, a chance throw of the dice, a random whim of fate. But in reality, luck has nothing to do with it.

Yes there are occasions when success can be influenced to some degree by "luck" but it cannot be said that "luck" is an accident.

It is very possible to control, even to predict "luck" by hard work and concentrating on certain "luck" principles. Such principles as: -

1) Know clearly what you want - if you don't know where you are going, how do you know when you get there?

2) Have a plan of action - and actually put that plan into action!

3) Constantly remind yourself of your goals - visualise - collect pictures of that dream car, visit the showroom, sit in the car, sniff the leather seating, feel the smooth metallic bodywork, take it for a test drive, know exactly what it feels like so that you can emotionalise that goal (of course, the same applies to any type of goal)

4) Start to act as though you already have achieved the goal - if you want to be a millionaire than act like a millionaire, dress smartly, be confident, go to the places that millionaires go to. I'm not saying that you have to be a millionaire to be considered successful. I know of and have meet many people who are extremely successful but don't have a penny or dime to their names, but the same principles apply whatever your goal in life.

5) Trust your own intuition - You know, if you would only listen to your self, what you should be doing in each and every situation and you can come up with all the answers you need. Learn to quieten the mind and develop your natural "sixth sense".

6) Be flexible - Don't be like a bull in a china shop. Step back, revaluate the situation and adjust accordingly.

7) Make a decision, make it your own, make it work and die by it - In other words, make sure it is what YOU want, not what others tell you you should want, and do whatever it takes, remembering point 6 above.

8) Stop complaining when things are not going the way you think they should - Instead, examine the potential outcome of your actions, sometimes a few backward steps may be necessary.

9) Be generous with your time and money - sow before you reap, give without expecting a return.

10) Be patience - As they say "Rome wasn't built in a day" - sometimes things take a lot longer than you imagined - Stick at it.

11) Persevere - The greater the results you want; the greater and more sustained the effort.

12) Let go of the outcome - Stop striving, allow things to happen in their own mysterious way. If you supply the energy and direction, the outcome will take care of itself.

13) Have the courage and conviction to propel yourself towards your goals.

14) Cultivate the right attitude - If you have the right attitude to the job in hand, then half the battle is already won!

15) Discipline yourself to carry out the tasks daily - This is perhaps the most important principle. Its no use considering to reach any goal without first learning the discipline to carry things through - I've learnt the hard way that without discipline to apply these principles daily you will be setting yourself up for disappointment.

Success and happiness are not accidents. If you master the principles that influence "luck" you will increase the probability that you will be in the right place at the right time to accomplish the things that are most important to you.

So don't just wish that things will come right, make them come right and people will call you "lucky"

Malcolm Harvey - Publisher "The SuccessTrain Newsletter"

mailto:malc@successtrain.com Success is a journey not a destination.
For FREE provisions and route maps go to: http://www.successtrain.com
To subscribe to "The SuccessTrain Newsletter" mailto:subscribe@successtrain.com?subject=subscribe
(Copyright 1999 SuccessTrain.com)

5. Check your 'Favourites' ...A business in the making, by Vic Carrara

A task for right now.

Have a look at your 'favourites', all the web sites that you bookmarked over your travels on the www.

What do they say to you? Can you see any trends, interests emphasised, specifics focused on? Some of them will be straight forward. A search for the best priced holiday, fridge, book. But some will be more specific, more....more you. What do your bookmarks say about you? Personally and in a business sense?

These thoughts came to me some time back. They emerged after a particular spate of correspondence with various people about how to discover fresh ideas, new business concepts...And I got to thinking about bookmarks. What if your unique record of visits could be made in to a business, or at the least the 'acorn' of a business.

Your focus on that particular range of interests has created a 'niche', the most delighted concept to all marketers... You will have noticed the number of articles/letters/posts about creating your own niche to market to...Well what if it was already there? Just waiting for you to identify it... And as well as helping you identify it, you've already got some material to plagiarise, link to, promote...

Hey, you might even have the makings of an e-Book there!

Let us know what you find.

Best of everything,

Vic Carrara

It's an old ironic habit of human beings to run faster when we have lost our way.

Rollo May (1909-1994) Psychoanalyst


Apologies to all. This issue should have seen a resumption to 'Newsletter from Scratch'.
All I can say is that the project is still valid and developing... but this being the busiest time of the year, plus a complete redesign on a new site have left me well, short of time...
With hope and fingers crossed, resumption next month.

Resources focusing on paid advertising...
We have to agree that the effort put in to getting free advertising rarely is worth it.
So, where is the best place to spend your tiny marketing budget? Find out next month.
Two articles carrying forward with this theme from recognised experts in the Internet field... And more from me...with news of my latest site (well hopefully siteS!)

Best of everything,

Vic Carrara
The EBiz Developer


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