Question

Topic: Advertising/PR

Unique Selling Point For A Business Club

Posted by Anonymous on 1/4/2009 at 7:54 AM ET 250 Points
im presently putting a business plan for a business social club and Im at lost of looking for a unique selling point in comparison to our competitors .
Apart from dining, programme , networking , spa, i m thinking of a uniquness that set us apart from the rest
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/4/2009 at 8:15 AM Member
    Instead of the services you provide, perhaps it's the clientele you hope to attract: certain demographics, businesses, etc.
  • Posted by CarolBlaha on 1/4/2009 at 10:29 AM Member
    Is there a niche you are targeting-- as the press club or University Club? Young Professionals, Future CEO's. What is your mission and vision?

    Concierge? Travel Benefits, Business Center, Cyber Assistant, Leads Groups, Guest Priviledges.

    Look at other social clubs and do a SWOT on them as well as other groups as your chamber and trade orgs-- as they are your competition. You'll see exactly what their weaknesses are and these ideas will bubble up.
  • Posted by Susan Oakes on 1/5/2009 at 1:52 AM Member
    You do not mention whether the social club is existing or new. If it is existing then consider talking to the patrons and find out why they use the club and what are the benefits of the club from their point of view.

    You can then compare these against the competitor's offerings and it will help you define the key point of difference.
  • Posted on 1/5/2009 at 7:15 PM Member
    I agree with all the above comments. First know your target and build your business around there needs. For example do most Business Clubs cater to men? Are they intimidating to female execs?

    Do younger execs still aspire to "join the club"? The older generation might like to sit in Wingback chairs and network over a Scotch, but that image seems a bit stuffy for someone younger. Again, if your research into your target tells you this, then consider things that might appeal to a younger crowd.

    So know your audience and your competition. Only then can you start to build your USP.

    Best of luck.
  • Posted on 1/6/2009 at 11:29 AM Accepted
    Set your club apart by filling a niche. For example, Toastmasters is a social club yet what sets them apart is that they are oriented towards public speaking. Still network. Still business. Has a little twist on the average-type business club, networking groups.

    Possible "Themes" "Niches"
    Sales-orientation theme. Many business owners are not good sellers and could benefit from getting a better sales perspective.

    Team-building, employee motivation, training and development. Improving the "culture."

    Marketing-Riot
  • Posted on 1/6/2009 at 1:22 PM Member
    One additional idea: Rainmakers business club.

    Marketing-Riot
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