Jonga ukuba lo mqondiso usenza njani iqhinga lokuqalisa ukuveliswa kwemveliso
I-Pretzel Crisps yasungulwa ngabashishini beSara noWarren Wilson. I-Warren ngumntu onokufumana-kunye-no-go kunye noSara yinkcukacha yomntu. Bonke, bakha iqela elipheleleyo "le-yin ne-yang" abantu ababhalela iincwadi malunga.
Ekuqaleni
Indalo yasekuqaleni yeWilsons yayiyi-Factnel Cake factory. Baqale bavula ivenkile eParamus Park Mall e-New Jersey, ngoko badala umgca weentlanzi ezifakwe emaphaketheni athengiswa kwiivenkile.
I-Bagels yayimakethe elishisayo kuma-1980, ngoko ukuphumelela kwabo ngeemveliso ze-Funnel Cake Factory zikhokelela kwi-New York Style Bagel Chip Co. Bathengisa inkampani ku-RJR Nabisco kwiminyaka ye-1990 kwaye baphinde baphendukela inzondelelo yabo yokuthengisa into entsha- I-pretzel yokuqala yehlabathi, u-Pretzel Crisps.
Nantsi into eyenziwa yiPerry Abbenante, i-Vice-President weNtengiso, kufuneka uthethe ngeemfihlo zeWilsons ukuveliswa kwemveliso entsha kwiqela elincintisayo lokuncintisana.
Sitshele ukuba Kutheni Ukuveliswa Kwenu Kwemveliso Kukugxilwe kwiDiskhi?
UAbbenante ubonisa ukuba xa i-Warren noSara beqala ukuhlakulela i-New York Style Bagel Chips, babengenayo imali eyinkunzi yokufumana isibonelelo sokubiza. "Uyazi, igosa levenkile, umgangatho wendawo yokutya, ubiza kakhulu. Kodwa abathenga abathengi baqhuba ngokuhlukileyo. Bayijonga imveliso emitsha njengenkonzo yokubonelela ngaphandle kwe-slotting ukuqhuba ukuthengisa kwemveliso, ngoko ukuveliswa kwemveliso entsha ka-Pretzel Crisps kusetyenziswa isicwangciso seseshishini esifanayo sokuhambisa.
UAbbenante uvakalelwa kukuba abantu abaya kwi-deli for snacks. I-deli deli yindawo yokubhenela, kwaye ngoko ke unendlela yokuncintisana. U-Pretzel Crisps wadala isigaba sawo asingabikho mntu ucinga ngako: ama-pretzels aseplathiweyo angakhonjelwa kunye nakwi-appetizers. Abaxhasi abacwangcisa amaqela bafuna iintlobo zezibheno, kwaye bahlala becinga ngomtya wokuqala.
"Sibeka iPretzel Crisps njengesihambelane sokudibanisa, i-cheeses, kunye nokutya," kusho uAbbenante. "I-aisle ye-snake igxininiswa 'ngomdlalo' okanye nje ngokunyundela."
Yintoni Oyenza Ngaphandle Kwempompo?
"Ukhuphiswano lwethu kwi-deli deli luquka iimpawu ezinjenge-Stacy's Pita chips, i-New York Bagel Chips kunye neAthene," uAbbenante uthi. "Emva koko, simele sibe njenge-pretzel cracker, ephikisana kakhulu kunokwakheka kwendabuko kwaye ngaphandle kokuzaliswa kwe-pretzel evamile. Oku kusenza sibe nempilo, ibe bhetele -i-snack-ayikho i-cholesterol okanye i-fat fat".
I-Pretzel Crisps ayilona i-pretzels ngokwenene. IWilsons ayinakuyincintisana ngqo nama-pretzels ukwenzela ukuba bakwazi ukuhambisa idola yabo yokunyusa kwiimarike ezithatha i-index ephantsi kwi-pretzels. "Ngokomzekelo, iCalifornia igxotha i-pretzels ephezulu kwaye iphakame kwimfundo, ubutyebi kunye nendlela yokuphila enempilweni kunye nesimo sengqondo, ngoko ke iKalifornia iyimakethi ethe tye kwaye kubuya ngcono kwi-investment investment yethu," kuchaza uAbbenante.
Yiyiphi i-Sales Your Pitch kuMthengisi?
"Sinethamsanqa ukuba sinomntu ongeyomsebenzi owayengumphathi wesigaba sangaphambili ... mna!" uthi Abbenante. "Ndiphethe ukuthengwa kwehlabathi lonke kwi-Whole Foods.
Ndiyilindele imibuzo ekhohlisayo enokuvela. Ndiyazi ukuba umthengi ufuna ntoni. Ndinekhulu lemikhiqizo edlula ideskiti yam unyaka. "
Abaninzi abasomabhizinisi ukutya abazi nje indlela yokwakha umthengi wokuthengisa umthengi. Ufanele ukwazi oko kukukhuthaza umthengi ukuba athi, "Ndiyakwazi ukuthengisa oku." Umthengi wesitolo udinga imephu yendlela yokuvelisa imveliso yakho entsha kwaye ufuna iimpendulo kumbuzo onjengaye, "Kutheni ndifanele ndikunike indawo yerefri?"
Kwiziphi Iindawo oye wazenzayo kwaye Yintoni oye wafunda?
UAbbenante uthi u-Pretzel Crisps uyaqhubeka nokujonga konke akwenzayo nokuba iWilsons iyayivuma xa into engasebenzi. "Ngokomzekelo, senze iiphakheji ezincinci ze-C-Stores kwaye safumanisa ukuba imibala yokupakisha kunye neenvaneli zomkhiqizo ayizange isebenze kakuhle kweso siteshi sokuhambisa. Ukufakelwa kwakungekho" C-Store "enobuhlobo.
Kwakungashenxiswanga kwi-shelf. Bakhawuleza bayeka, bajika i-dime baze baphinde baphinde bafaka kwakhona umgca wabo we-2-ounce. Yasebenza! "
Usebenzisa njani i-Social Media kwi-Mix Mix yakho?
Imidiya yoluntu yindlela yokuhamba kunye ne-Facebook Pretzel Crisps Ikhasi ine-100,000 abalandeli. Ubungqina bolu hlobo olulandelayo kwaye lubonelela ukuba yonke into ebalulekileyo "igama lomphakathi." UAbbenante uthi amajelo asekuhlaleni avumela ukuba bathathele abathengi babo rhoqo.
I-Pretzel Crisps (@pretzelcrisps) isebenzisa i-Twitter ngendlela enomdla kunye neyobuchule yokuphumeza ikampu yesampula yoluntu ngokunjalo. Kwiimarike ezifana neBoston, eNew York, naseWashington DC, banabantu babo ukubeka ingqalelo kwi-Twitter. Amaqela abo aphulaphule amagama athile angundoqo kwii-tweets. Iziphumo zophando kwii-keywords zivumela ukuba baxhumane nabalandeli be-brand brand kwaye banike iisampuli ezindlwini zabo. Abo bantu baphinda babuyela kubalandeli malunga namava. Zinezigidi ezili-100 ezibonakalayo.
Ukutya Abashishini abaThabathekileyo: Iingcebiso zeNtengiso yokuThuthuka
Njengomthengi owayengumthengi we-Whole Foods, uAbbenante uyazi oko kukhuthaza umthengi ukuba athenge i-Pretzel Crisps indawo yekhefu. Ziyaphumelela kodwa zincinci xa zithelekiswa nakumakhosikazi amakhulu abanjenge-Frito Lay. UAbbenante wayenayo itoni yekhemali, kodwa wayiphumelele kule mveliso entsha.
Abaninzi basomashishini bokutya abayiqondi into yokuthengisa-i-retail -igama elithi "i-chain value chain". Kukho abadibanisi kwisitishi sokusabalalisa abathengisi kwaye ngamnye unemfuneko yemida epheleleyo. Ulawulo lwesithupha luya kwandisa ixabiso lemveliso yeempahla, ngokukodwa ukutya, ukupakishwa, kunye nabasebenzi, ngabathathu. Oku kuqikelelwa ngokufanelekileyo kwexabiso elilindelekileyo lokuthengisa.
I-Abbenante ikhuthaza abashishini bezolimo ukuba bajongise ngokukhawuleza ukunyuswa kwamashishini, ngokuqala ngexabiso elithengisiweyo lokuthengisa okanye i-SRP enokuxhaswa kwinqanaba lakho. Yakha ikhalenda yokuphromotha kunye nokukhushulwa ezininzi ukuqhuba ukuthenga okubaluleke kakhulu kokuphinda. Uphuhliso lomveliso olutsha lubandakanya ngaphezu kokutya kuphela. Kumele uyiyile imveliso yakho ngemali ukuqinisekisa ukuba unayo imali eyaneleyo eyakhelwe kuyo ukukhushulwa. Oku kwenza isandi sokutya esizinzileyo kunye esinokunceda.
Kwaye khumbula ukuba umthengi kufuneka enze imali kwimveliso yakho!