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Tips on: What am I selling andwho am I selling to?| New year Resolutions | Profile Writing
| Press Releases
What am I selling and who am I selling to?
If you are a bit woolly about your market or what you offer, then you are not as focused as you could be and may be missing out on opportunities for success.
Below are some pointers to help you.
Know and understand your market:
Segmentation is key. Don’t just look at industry type or geographical location.
Are there other influences such as industry regulations or compliances (eg: the food industry or HR legislation) which could influence the purchasing decision?
Find out everything you can about the different market segments as when you understand the market you have a stronger sales proposition. |
Be careful not to use one unique customer as a sample of a sector – you must look at the broader market needs.
Target. Target. Target.
If you want true success – you must sell to ONE clearly defined market with ONE clear compelling reason to purchase.
Go after one market – the one
which you can really help meet a
need. In a nutshell have:
• A clear market
• A clear target audience
• A clear proposition to present to this audience (target drivers)
There is no point in meeting with the HR Manager if it is really the General Manager you need to talk to. Identify your customer and the individual within this customer company to go after.
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Use a sales pipeline at all times – even if you have a relatively short lifecycle.
If you already have customers –
examine them.
Why did they buy your product?
Was it you, the offering, the sales presentation, the poor competition?
Find out and use this to your advantage.
Don’t fall into the trap of running several businesses at once. When starting out in particular, it is hard to turn away business but you must be clear about what you are doing because if you are not, you will never reach your goal. Targeting and confirming your compelling reason for the potential customer to purchase will help you in doing this.
Compiled by Claire Phelan, 2008 Vice President, Waterford Network |
New Year Resolutions for Small Businesses
Evaluate what you did right
When drawing up a list of resolutions, we usually focus on things we want to change. But you’re still here in 2008, so you obviously did some things right in 2007. See how you can continue or increase your commitment to the positive ways you currently run your business. |
Treat your employees right
If you’re starting 2008 with experienced, motivated employees, you’ve probably treated them well last year. Keep that up. If on the other hand, you have high turnover and dispirited employees, resolve to change the way you hire, manage, and reward your staff. |
Get your financial information organised
This is the ideal time to start keeping better financial records. If you’re using a word processing or spreadsheet program (or worse, a shoebox), get a good, easy to use, financial accounting package now. |
Increase your efforts with your best customers
If the economy turns sour in 2008, your customers may have to make cuts. Make sure you’re not the one on the chopping block by working with them, serving them well, and making sure they don’t forget you. |
Market, market, market
In bad economies, the first budget item that businesses cut is marketing. This gives you the chance to go out and get some of their customers. Companies that keep up their marketing in downturns actually increase market share. |
Diversify your income stream
If you’re overly dependent on one customer or sales channel, you’re vulnerable. Businesses go bankrupt all the time. You don’t want to leave yourself exposed. But stay focused on the core business. You don’t want to lose your way. |
Start a reserve account
2008 is likely to be an unsettled income year, but in every year, cash flow in a small business is like a roller coaster. By building a reserve account of a few months operating expenses, you’re less likely to get queasy from any sudden drops. |
Develop an annual business plan
Without a doubt, one of the best things you can do to improve the health and income of your business is develop an annual business plan. Many companies do a full planning session every year. Even if it’s just a simple plan, sit down and put pen to paper. |
Back up your data
We’ve all suffered the odd hard drive crash or data loss, and so we should know the importance of backing up data. Regular backup (at least weekly
and offsite storage is no longer a luxury but a necessity. Could your business survive without its data? |
Keep learning
Whether you work alone or have a thousand employees, you are your company’s most important asset. Go to seminars, read journals, take classes, learn new skills. Your brain is your most important business asset.
Exercise and add to it. |
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Writing Your Profile
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Making a brief list key words under each of the following
headings, these can be used in sentences |
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Past Qualifications, Travel, Achievements,
Previous jobs/Business, etc.
Present Current Position/Business, Ambitions,
Family, Personal Interests, Pastimes, Hobbies, Anything that you
feel is relevant.
Future Courses not yet completed, Business
or personal plans |
Personal Attributes Make a list of key words
that would describe you as a person. You can choose from the list
here or add to them:
Sincere/Honest, Aggressive (Used Positively), Flexible,
Friendly, Ambitious, (Used Positively), Understanding, Reliable,
Bubbly/Humorous, Caring, Experienced, Customer Focused, Energetic,
Creative, Dedicated, Positive, Attentive, |
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DO |
DON'T |
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Project oneself in a positive light
Keep language simple
Use key points or headings to break text
Keep it concise
Vary profile to suit publications if submitted for printing
Personalise where possible
Give details of favourite things such as a book, film, website etc.,
if suitable
Use recent photo that has been taken by a professional photographer |
Be negative
Use long sentences and difficult words
Use jargon
Give false information |
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City & County Enterprise Boards
The boards were established to develop indigenous potential
and foster economic activity at local level. This to be achieved through
the provision of a range of enterprise supports, including direct financial
assistance for the development of small and micro enterprises.
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WRITING A PRESS RELEASE
There are a number of simple rules that will be of great
help when writing a press release:
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1. |
The headline of your press release should stand out.
Write in positive rather than passive, e.g - don't say 'Waterford
Crystal Announces Annual Results' but rather 'Results Sparkle at
Waterford Crystal!!! |
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2. |
Try to relay the main message of the release in the
first paragraph - in as few words as possible; between 12-20 words
is ideal.
Answer the six questions: Who are you writing about? What event
are you writing about? Why are you writing about this event? When
did it happen? Where is it taking place? How did it or will it happen? |
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3. |
Keep sentences and paragraphs short. Long-winded
sentences will bore the reader! |
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4. |
Try and avoid superfluous words like 'fantastic'
'and brilliant'. If it is as good as you claim it is then this will
be clear from your text. |
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5. |
Avoid jargon. You might understand the technical
terms butt tile journalist might not!! As one media mogul said K.I.S.S.
which stands for 'keep it simple stupid'. |
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6. |
A press release should be factual so keep personal
opinion out! It is okay to include personal commentary just so long
as you tie it to someone and put it in direct quotes. |
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7. |
Proofread your work. This may seem obvious but I
am always fascinated with the number of press releases I receive
with words wrongly spelt. |
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8. |
Always date the press release and embargo it if necessary. |
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9. |
Always put a contact name and telephone at the bottom
of the press release. |
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10. |
Keep the release as short as possible - one side
of a sheet of paper is best. |
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11. |
Provide posters, flyers, photos of past events, in
advance, with press release |
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12. |
Have someone ready to sell the event, via one short
interview |
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13. |
When promoting an event, submit the press release
in plenty of time to allow for scheduling of crew. |
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Waterford City Childcare Committee
Waterford City Childcare Committee will act as a Catalyst
for the Development of Accessible, Affordable Quality Childcare for All
Children in Waterford City
What is the City Childcare Committee?
The Waterford City Childcare Committee is part of a National
Network of committees who are working towards putting the National Childcare
Strategy into action. It is funded by the Department of Justice, Equality
and Law Reform under the National Development Plan.
Why was it set up?
It was set up in response to the dilemma being experienced
in childcare nationally, where there is limited access to childcare services,
need for improvement in the quality of service and need to recognise all
the different parties with a role to play in childcare and to link all
these parties and their roles together.
The main objectives of the Government's childcare policy are:
To improve the quality of childcare in Ireland
To increase the number of childcare facilities and childcare places
To introduce a co-ordinated approach to the delivery of childcare services
What does it do?
A five year strategic plan has been developed from which
one year action plans are prepared.
The priorities identified in the plans are as follows:
provision of advice on funding, network development, hosting of seminars,
provision of support for training, development of services, resources
and information on childcare, identification of gaps and needs in childcare
provision, promotion of childminding as a service and support for policy
development. All of the work is to complement and build on what is already
in place.
Who is on the committee?
The committee has representatives from the Gov Departments
(Health Board, Fas, Co Dev Board, Education & Sc, Dept of Social and Family
Affairs, ADM), Waterford Area Partnership,Trade Union, Chamber of Commerce,
Childcare Sector (National Voluntary Organisations), Childcare Providers
and Parents. What benefit can the committee be to you? Whether you are
a parent/guardian, childcare provider, childminder, childcare worker,
student, employer or just interested to get information on childcare,
the committee can be of support to you. We can only respond to your needs
if you make them known to us.
Who can you contact?
Co-ordinator: Noirin Healy-Magwa
Administrator: Helen Clancy
Development Officer and Childminders Advisory Officer: to be appointed
Tel: 051-860444 | Fax: 051-860445 | Email: waterfordcitychildcarecom@eircom.net
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