I've always been an entrepreneur. When I was 11, I started a lawn-mowing business. I pushed our trusty Craftsman mower from house to house in our sweltering New Jersey suburb and offered to do the job that everyone hates—for a fee, of course.
I picked up a few weekly paying customers, but I never got any more.
Turns out it was easy to sell to folks who...
- Didn't have their own laborers (aka, pre-teens)
- Had a lawn
- Were nearby, so I could push our mower there without getting apoplexy
- Knew me or my parents (Trust was a big issue. I might have cut the lawn too short. Or absconded with the grass clippings. Or something.)
I successfully sold to all of the people—all three of them—who fit those four criteria. After that, I had no other potential customers. (So much for buying that Schwinn Sting I'd been eyeing.)
That's a classic universe problem: You build a receptive, high-conversion audience, but then you can't increase its size.
Zucchini confronts a marketing-universe problem
Your universe contains everyone you can sell to; you must expand it, or your business will stagnate.
Let's consider this scenario: I decide that my company needs to branch out, and so I launch a zucchini farm. (Unlikely, because I hate the vegetable with a passion I normally reserve for hot weather and giant, boat-like cars. But play along.)
Take the first step (it's free).
You may also like:
- Five Segmentation Gaffes (And How to Avoid Them)
- Relationship Marketing and GDPR: Avoiding the Traps of Personalization Data and Targeting Tech
- Six Ways Bad Data Can Cost You, and Five Tips for Cleansing It [Infographic]
- Personalizing Your B2B Marketing to Supercharge Lead Gen: Adobe's Drew Burns on Marketing Smarts [Podcast]
- Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices