Marketing Strategies – The #1 Mistake in Small Business Marketing, Part 3
by Michele DeKinder-Smith, Founder

Fortune 500 Companies know the importance of market research. That’s why they conduct something called a Concept Test before launching any new product or service.

Don’t you wish you could do the same thing? Well, here’s the good news:
you can.

This is Part 3 of a three-part article series on creating the do-it-yourself Concept Test. The first article covered the basics of how to create a Concept Statement. The second article was all about how to discover your target market by using the social networks of your friends, family, and friends-of-friends, and what questions to ask them.

In this article, I’ll show you exactly what to do with the results of your concept test–and how you can use this information to help ensure the success of any new product or service. (This is important, because small business owners tend to be more vulnerable to losses–so read carefully!)


 
Greetings From Jane

I'm excited and enthused to let you all know that we've started a blog at Jane Out of the Box – another place where you can learn more about the women entrepreneurs we serve and the research we conduct. Check it out here.

Speaking of research, we are kicking off a large study of what it means to be a woman business owner today. What are the joys? What are the most difficult parts? How are you balancing business ownership with all the other roles you fill in your life? We're starting with a small number of telephone interviews that will last about 30 minutes.

If you are interested in being a part of our study, or if you know a woman business owner who would like to participate, please email me and we'll get you scheduled for an interview. Those who complete the interview will receive $25 and a Jane Out of the Box t-shirt!

As our project moves forward, we will, of course, share the findings of our research with you, as well as use what we learn to continue to build great resources and tools for you.

Michele DeKinder-Smith,
Founder
Systems for Delegation
New For Members This Week!

Jane Out of the Box research shows that women entrepreneurs sometimes have difficulty balancing their many roles and as a result, can feel stressed or not have time to take care of themselves. One key to resolving this challenge is to delegate! But delegation alone isn't enough. As a business owner you need to make sure the people who are helping you are doing it the way you want. In order to do that – you need a system!

Go here to hear Beth Schneider of Process Prodigy explain how you can create systems to help you delegate effectively.

Not a member yet? Click here to join. New items are being added all the time. This weeks' newest items in the Jane Out of the Box community:

Tools & Templates
  • Template Questionnaire for Customer Satisfaction
  • Template Questionnaire for Evaluating a New Idea
  • Turn a Breakdown into a Breakthrough
  • 3 Steps to Equalize Cash Flow to Client Flow
Meet a Jane Member ...

Kathryn Blume is the owner of Kathryn’s Travel, which is not your ordinary travel agency. Kathryn’s Travel offers unique travel experiences to both popular and off-the-beaten-path locations. The company specializes in everything from group travel and destination weddings, to romantic getaways or family adventure travel. Kathryn will find you a great deal, and give you the individualized service to make your vacation a special one.

This is not the first business that Kathryn has owned however, her main reason for starting a business the first time was to set her schedule around the needs of her children, which is still a major plus for her today. She also loves the flexibility of working from home. The last major change Kathryn made in her business was dropping the host agency she was working through. Her ability to get her own contracts with hotels and tour operators has given her more control and increased profits.

Kathryn’s Travel was not an overnight success and Kathryn struggled for several years before becoming a prosperous business. She now has a true sense of pride and accomplishment for her business. She’s had opportunities to meet incredible people who are tied to her business, as clients or suppliers. And she has made many friends that she may not have without starting her travel business.

Although it’s tough for Kathryn to pinpoint her greatest reward, she says that she is blessed to be able to travel with her business and to share adventures with her family. As she said, "It is a great reward to see my whole family share my sense of adventure. I feel I’ve set a great example for my children, to know that if they work hard they can accomplish their dreams, and don’t have to compromise between being a parent or being a business owner."