Strategies of Successful Market Offers
copyright 2002 Pavel Lenshin
USP
According to economic theories we live in the world of
monopoly competition. That term shouldn't confuse you, as
the meaning behind implies competition between many small or
middle-size "monopolies", that are not monopolies in their
direct meaning, as they don't control some particular sector
of economy, rather then they are the prime sources of their
unique propositions of services or products. That fact makes
them to be a so-called monopolies of their own services or
products, despite the fact that a lot of other companies
offering very close, in terms of features and benefits,
services or products to the market.
That is why it is obvious that the more unique benefits and
features your proposition can offer to the market, the more
"open-minded" market will be towards that proposition of
yours.
Since we are usually involved in activity, which is not
related to raw resources and materials, where uniqueness is
very difficult to reach, due to the nature of the product
like wheat, we are capable to offer a product and/or service
that brings new "way of thinking". While it sounds too
expressive, the core idea behind is to be new, at least, in
something.
Now let us speak more minutely about online e-business
strategies you may and should apply online.
1. PRODUCT.
The product/service your will offer is 100% responsible for
your long-term success. While it's possible to get some
profit from useless goods, owing to the professionalism of
the marketing experts, it won't last long. The "word of
mouth" marketing is the most reliable long-term marketing
tool ever existed. That is why it's better to make a product
you will be proud of, and even having mediocre marketing
abilities, due to lack of funds, experts etc. your product
would still have a profitable future, of course if, as we
stated, it perfectly solves some problems, brings joy and so
forth.
How to do it
Research, analyze and develop it. That is your e-business
foundation.
The best idea that I can give you about what product/service
to create is that it should be the one you will be the most
happy to use or utilize by yourself, in other words, the
product that e-market lacks and you feel a great need in.
Make it more beneficial by having substantially lower price
or substantially more benefits, features, new way of solving
old problems, new service in order to make it faster,
cheaper, easier, deliver more pleasure to deal with. Do you
see the point?
2. THIRD PARTY PRODUCT. License techniques.
Nowadays, we all hear about resell, reprint or master resell
rights.
In short, by acquiring resell rights you are able to resell
the product you bought for the specified price. So you pay
license fee and then buy a desired number of products at a
massive discount (more then wholesale).
Reprint & redistribution rights are the same as above with
the only difference - your business entity may solely
reprint and redistribute the product in specified
quantities, without any necessity to buy them from the
licenser. The one who bought the license (licensee) is also
have a right to customize or brand that product before
retails, if other is not stipulated in license agreement.
Sometimes you receive a right to become a licenser and offer
resell rights to you clients, whereas you keep all the
generated profits.
Master resell rights entitles you to enjoy all the benefits
mentioned above plus the right to resell reprint and
redistribute rights and sometimes the master resell rights
themselves. That is truly fantastic opportunity as you
actually acquire a complete business of the licenser. The
only priority the licenser has is that he may change and
develop his product further, where your power is limited by
customization only, i. e. you are not allowed to change the
"nature" of the product or service, if other is not
stipulated in license agreement.
When we speak about Internet and info (intangible) products
one thing should be stressed here. Taking into account
unlimited supply and the way info products are being copied,
with a press of a button, it is difficult, if not
impossible, to control their further distribution. Therefore
resell rights that coming with info products are accepted to
possess free redistribution rights as an additional feature
of reprint & redistribution rights. The thing that still
makes a difference between these rights is customization or
branding.
To sum up, let us say that, concerning info products, any
rights you acquire allow you to distribute, but
customization of the product is allowed only under reprint &
redistribution or master resell license agreement, if other
is not mentioned. That is why, they are sometimes called
customization rights instead of reprint & redistribution.
You can also order at wholesale prices before retailing, but
if your intentions to establish long-term partnership are
serious, acquiring license is more advisable as you will be
able to save substantial amount of resources (usually
financial), brand the product (if poses reprint or master
resell rights) and generate new income streams by offering
license certificates to your clients.
How to do it
The product/service you choose to license should meet the
following criteria:
Satisfy high market demand;
Be innovative (strong USP);
Have an acceptable benefits/price ratio;
Reflect your business "likes";
Reflect your long-term business strategy and marketing
potential.
You should take your hand on the pulse of economy
development in order to proper track the trends. It doesn't
matter what economy sector or market demand these trends
belong to, what does matter is how you track and analyze
these trends in a sphere or scope of activity you work in.
If you are like me, an info business operator, the main
priority to you in searching for license deals is to
anticipate the possible high future demands. That is also
true when you are developing your own product/service. If
you find a product that perfectly suits your current
business and meets criteria mentioned above, then chose what
license to acquire and go for it, or contact the owner and
offer him to acquire a license or have a discussion about
considering new terms of license agreement, no problem
should arise in that case.
3. PACKAGE.
Other front you can strike from is to bundle
products/services into another unique offer. Don't think
that it's too easy. This way demands much more financial
investments and even more time on market research.
Your "package" of products or services is nothing more then
a number of third party's products/services, which were
licensed by you, accompanied or not with your own offer(s)
into some new product that is implied to offer complete
solution.
How to do it
Here is a brief example that shows, which direction you
should move.
Let assume that you are running a web-site selling dietary
supplement capsules and quite often you get emails from
thankful customers asking you to solve their other health
problems or provide them with a recipe of healthy diets to
lose weight etc.
What you can do is partner with fellow marketer, who is
successfully offering brochures and other materials on the
best diets to lose weight as well as with another e-business
owner who promotes ebooks on how to solve minor health
problems indoors. You can even acquire a license to resell
some light sport trainers, just reassure via independent
research that these offers are reliable and beneficial for
your customers and not frustrate and ruin your positive
image.
So by setting up these deals, you are not only answering the
question - what health food should be, but also starting to
provide a complete package of products and services on how
to keep everyone's body in good shape. That's it.
CONCLUSION
The way you choose is yours and yours only. Make yourself
feel comfortable with it, let your business and your future
plans be comfortable with it. And never forget about the
market - as a place where you develop your business. You
should follow the market, anticipate it and satisfy it in
the best possible way.
This is the only attitude that may almost guarantee your
success, unless you are still looking for new
"revolutionary" matrix schemes, super "breakthrough" offers
of the next 22 century, or these fake last-chance programs
like "jump-in-today-get-rich-automatically-tomorrow" or
"all-job-is-done-for-you-just-pay-now" :0) You may continue
that list.
About the Author
Pavel Lenshin is publisher and web-designer, who offers:
+ Powerful package on how to run Private Info Business
+ Free subscription to the unique NET Business Magazine
+ Free Optimization Report of your Website
http://www.InfoAlchemist.com