Question

Topic: E-Marketing

Service Differentiation & Where To Research Aussie Investors

Posted by marketingprofssuxmoriaty on 8/2/2013 at 9:52 PM ET 125 Points
It is difficult enough to differentiate in a perfect competition industry but especially so in trying to differentiate when there are too many free information and templates and tools on the world wide web. Any extra idea or opinion that you might have, based on your experience or knowledge, in addition to answering my questions below would help.

I've been working on business ideas and the following is one of them. This one is for business plan analysis and evaluation. The main market is private investors/venture capitalists and a smaller market might be 2nd or 3rd time small ventures trying to get private funding

Would these past analyses, of medium enterprises, plus my type of wording be clear and persuasive if placed as an introduction to a testimonial webpage? Or would it be better in the "about" webpage containing qualifications if there isn't a summary of experience as a corporate employee? Are the following statements also enough to be one set of a few differentiated skills:

I predicted the failure of these medium-sized companies before they knew they would be liquidation:
Daimaru's store in the Gold Coast due to the _____ _______, forecasted in 1999
Publicly listed ABC Learning due to ___ _______ ______
Allan's Music due to ____ ______ _____ which caused their ___ ___ ___ ___ to become ______, in 2010
Swan Services from indirectly observing the wider ________ ______ and their own ____ organisational ____ as signs that a worker, whom I was advising, should secure references to leave 'in case something happens and many staff must be laid off', forecasted in Jan 2013 before the news months later. (I have to leave blanks so that copy cats don't claim the same before I'm ready to start). Would it be too much to include my prediction that even the multi-national MacDonalds would, back in 2001-03, encounter difficulties for the first time because of the ___ ___ ___ and the insidious public ____ about it here, plus stating that it also did not pass my unusual evaluation criteria? It survived because of its _____ , _____ and _____

No, I don't know anything about the potential investors in Australia or where to communicate the service except hoping they would use keywords that match something that I might write (eg avoid loss, get rigorous risk assessments, or business evaluation) and maybe, eventually when enough money to advertise in crowd funding forums? How should I find out about the needs of this market and if there are segments interested or not?
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RESPONSES

  • Posted by Moriarty on 8/3/2013 at 2:17 AM Accepted
    Wow! Where to start!?

    Well I'll start with my expertise and work outwards from there and hope it helps you. Now you end by saying that you don't know anything about your target audience - and then go on telling us a little about them ;-) I think you know more than you imagine only can't form it into anything concrete yet. Take a look at Howie Jacobson's concept of the avatar (https://askhowie.com and look through his blog, there's a lot there you'll find VERY useful).

    My second point has nothing to do with what you do. You're in a niche of the market that's already saturated. Well I thought that too - yet believe me if you get clever it's still wide open. You need to demonstrate your abilities in writing, and you need to do that in your own style. In other words the differentiation is the way you write, the manner of your communication. Now I've gotten into trouble on this site for not being part of the culture, yet it's this very difference that's set me apart. That I also happen to have the second highest answering rate speaks of effectiveness too; not points, people choosing my answers. So whilst the moderators don't like me, questioners do. On the whole. Not everybody - and of course this is what the moderators notice, isn't it? That's always the way with these things, you only feel your tummy when it's empty!

    Advertising - the Google display network will do you nicely. It's part of their PPC/adwords system and you can get excellent advice from the likes of Perry Marshall. He also wrote the book. Howie wrote the other one.The point is that you're advertising to people who don't know you exist - and in refining your campaign (these books go into the essence of this) you will learn a huge amount about your customer or prospects. Make sure you have a mailing list too!

    You have very real skills, all you need do is get them found. Linkedin may help you too. Networking there - that is to say, getting active on their forums - will demonstrate your skills and entrance those you need to speak to. You'll also get an idea of who it is that make your best kind of customer, and those you should actively avoid!

    Does this get you a step forward. Now ... what was the question again ... ? Service differentiation. I think I've covered a few of the issues. If you can fill in the holes I've left let me know. My best kind of client is one who is chatty!

  • Posted by marketingprofssuxmoriaty on 8/3/2013 at 8:29 AM Author
    Hello, Moriarty
    My feedback on the avatar concept in advertising:
    I spent about 20 mins on Howard Jacobson's site. I've never heard of him. Thanks for recommending that site because there are a few provoking comments on it that may or may not be helpful to me much later - but right now none of that is relevant. I might buy his book... Anyway I was more task focused, yet could not find any explanation for his idea of "avatar". At a guess does he mean to think of one's business as an avatar; give it personality? It makes sense that if anyone is interested in differentiating their service that they should describe and/or express something about themselves

    If so, an obvious one that came to my mind based on your screen name here is 'sherlock holmes business' but there is already someone out there called 'sherlock holmes business consultant' : ) Anyway it is over-used. Then I thought of something related to chess, ditto.Business names are actually a distraction right now or could be another question for later

    As for applying an avatar concept to differentiation I'll have to think about that because I don't know whether the conscious act of creating a persona is the opposite of being oneself. Yet I might have to because I currently lack a bit of confidence and suffer from doubts from needing to think pessimistically for this type of work : ) Thanks for your compliments, it showed observation rather than flattery. It will help later if I feel like giving up. (I read a couple of your answers before you answered mine and disagreed with one of your answers as well as how you worded it. Maybe you get yourself misunderstood sometimes, but here you've shown a nice persona I can relate to). My unemotional rational side can see many applications for my "real" analytical skills, not all taught in formal education or gained from employers. Maybe I should create a formidable avatar

    I'll return with other feedback
  • Posted by marketingprofssuxmoriaty on 8/3/2013 at 8:31 AM Author
    To marketingprofs,
    I've seen enquirers in this forum accept more than one answer. If accepting more than one answer do all repliers receive the 125points I set for this question?
  • Posted by Jay Hamilton-Roth on 8/3/2013 at 10:19 AM Member
    No - the contributors split the 125 points.
  • Posted by Moriarty on 8/3/2013 at 1:02 PM Member
    Hi there, and thanks for your extended - and very interesting - response!

    Firstly when you say "As for applying an avatar concept to differentiation I'll have to think about that because I don't know whether the conscious act of creating a persona is the opposite of being oneself." - since it emanates from you and your imagination it's sort-of part of you, an extension if you will. Only thinking of it in this way, means that you are utilizing the areas in yourself that connect to others - especially those who will like the way you do things (not just what you do).

    Actually, I'm not surprised you couldn't find Howie's post that I mentioned - it was well buried that I almost missed it too. This is the one - and it's well worth taking the time to watch: https://askhowie.com/2012/11/02/checkmate-webinar-marketing-life-coaching/

    Howie is a real force.

    Moriarty is actually an old Irish name, of French origin. However Brian called me that because I'm rather devious - and clever (she says bashfully). Never mind, the name's used but rarely these days and certainly not in the presence of minors.

    I would be very interested in which question you thought I misunderstood. I can probably guess, but I'd like it from you if you'd be so kind. Which sort of brings us around to your initial question - because as mentioned, it's not what you do, it's the way that you do it. It's that which will connect, and when people connect they're way more likely to trust you than when they don't. And trust is what you need to be a business consultant.

    The issue of the Avatar is to find - and speak to - people who are more likely to connect than not. Speaking to them directly will save you a fortune, and a lot of wasted time and effort.

    I hope this helps.

  • Posted by marketingprofssuxmoriaty on 8/8/2013 at 7:53 PM Author
    I've had an email from Ms Catherine Shearer four and a half days into this this question to close it before the tenth day. It doesn't help that I have no direct access to my own question within my account or profile and have to waste time searching for it in the forum. As a new member here I was asked earlier before my question 'do you feel the love'? No. It is clear that no one else here, so far, can answer this difficult question. It wouldn't be fair for her to award points for the other moderator, Jay, for administrative answers.

    Moriarty, all your suggestions were basically sound even if I didn't mention that I already knew about some of them. It all took me half a step forward on this question but the websites you recommended a half a step more. But based on how you answered my question here and two of your former replies on page two of your profile confirms to me that you lack attention to detail and don't have the established marketing degree ideas that some members have here. Those two plus my other observations above. You have also misunderstood Howie's concept. However, you can remind yourself to focus or re-read before answering some questions. That said, some questioners are skimming poor readers themselves and some members here, based on their reactions to you, show a high school mis-judgementality. My advice to you is to tone done your need to be cheeky just a notch as it doesn't come across as Denise the Menace tolerable but don't take their ganging up to heart plus believe in your answers and desire to help. This site is better for tagline questions by enquirers, which shows the standard here isn't significantly more professional compared to other sites. Unfortunately, this forum is not intended for social conversation as you prefer

    Perry Marshall's website had a few informative videos, but mentioned something I already knew, though he describes the original concept better. But he required my phone number and problem details for a consultation with him just to get the free outline on Ad words. That was nearly six days ago and no calls or email from him to say why. Howie Jacobson's avatar method only helps me out half way because of the type of head over feelings market I might have for this question

    Thanks Gemma for being the only one to sincerely try to help on this question. I'm giving you a chance to reply to this before I decide either to cancel the question because of important info that random future visitors might read and because it probably caused dismay or jealousy among several professional or self-employed marketers who regularly answer questions but chose not to contribute here; if they only understood that they don't have the same qualifications. All that are huge confirmations to me I'm on to something good. The alternative is to split the points between you and I because this question was harder
    than I first assumed and I didn't get anything on research. That's only if I want to keep points for future questions here. The third alternative is to reward you all of it because Howie Jacobson's video was helpful and your observation that I do know my target market was affirming. Should I cancel it? I think that is more in my interest. But what do you believe is fair to you?
  • Posted by Moriarty on 8/11/2013 at 3:32 PM Member
    Firstly an apology for missing your answer. These things do disappear after ten other comments.

    I appreciate your frank opinions, none of which are a surprise to me ;-). I know I'm the bad girl on the block, that doesn't stop me being able to help. In fact, it has been something of a facade, a face as it were, against the almost (and sometimes literal) automatic responses from the others. Toning things down is something I am beginning to grasp. Seeing yourself from behind the mirror is no easy job. However, whether I am cheeky or not, I am fast approaching the point where I overtake Gary Bloomer as the regular with the highest acceptance rate by questioners. That is irrespective of my status as professional or amateur, and interacting with questioners is why I bother posting here. You can imagine I've learned quite a bit ...

    Now: when you say "You have also misunderstood Howie's concept. " - please elucidate. I speak to him regularly, and so far he hasn't countered me on this. Nevertheless, you have made some sound points, and I would be interested to know more if you would be as kind.

    Good luck with the gold prospecting ;-)
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