Ukuphuhlisa icebo lokuthengisa ishishini lokutya akuyinkqubo eyingozi.
Nje i-Google "ukuphuhlisa isicwangciso sokuthengisa" kunye nentloko yakho iya kuhamba kunye nemizekelo evela kwi-SBA nakwezinye iingcali zokuthengisa . Sonke sivile okanye sifunda ngokuma kwegama . Makhe ndiwuthathe ubunzima kule nto kwaye ndikunike inkqubo yesinyathelo e-5 ukuphucula izicwangciso zakho zokuthengisa ishishini.
Isicwangciso soPhuhliso lweMveliso yokuTya
Sonke sivile okanye sifunda ngokuma kwegama. Inxalenye yesicwangciso esicwangcisiweyo kunye neefowuni ukuba i-brand yakho ithelekiswa njani ukhuphiswano lwakho nento ozama ukuyithetha kumthengi.
Uthi ... "oh loo nto yinto ebalulekileyo kubafana abakhulu kwaye ndiyodwa kwaye ndahluke kwaye ...". YEKA! Xa usungula umkhiqizo omtsha, khumbula oku - i-80% yemveliso emitsha ayiphumeleli kwiminyaka emibili yokuqala. Ngaba awufuni ukuba kwi-20% ephumelelayo?
Ukuba ufuna ukuhlaselwa kwisitya somthengi, akufuneki ukuwuthenga? Ngaba akufuneki ukuba uthini ukuhlawula kunye nomthengi okwenza inkampani yakho ibonakale ngebali lakho kunye nesiphakamiso sesisiseko eshukumisela abantu ukuba bazame?
UMark Lang waseYunivesithi yaseSt Joseph wayengumfundisi wami kwinkqubo yam MBA. Ngaphandle kwezinto ezininzi eziseleyo kum, enye ingcamango iyaqhubeka iyinceda kum xa ndisebenza nabasomabhizinisi bokutya; iNgxelo yePositioning.
IiNkcazo zePositioning Akukho mfuneko yokuba yi-Complex
Izitatimende zokubeka iindawo zendlela yokunxibelelana ngokukhawuleza kubakhi bewebhu, abantu abakwenzayo ukupakisha kunye nokuthengisa kwakho oko bakudinga ukukwenza. Ngaphandle kwale nto, bayabhaphazela imfama kwaye kwi-dime yakho!
Ifom ye-5 kulula ukulandela amanyathelo. Masisebenzise i-BRAND ikhofi njengomzekelo:
Inyathelo 1 - Ku [ikhasimende elijoliswe ngxaki okanye imfuno],
Inyathelo 2 - [i-brand yakho] [isalathiso],
Inyathelo lesi-3 -
Isinyathelo 4 - sibonakaliswe yimpawu]
Inyathelo 5 - Isizathu sokuthenga [i-brand yakho] [yintoni?]
Iingcebiso zeNkcazo yokuPhakamisa nokuThengiswa kweMveliso
Ukuphuhlisa isicwangciso sokuthengisa ishishini akufanele sibe yinkqubo ebangelisayo. Izitatimende zokubeka iifayile zixubusha ngokucacileyo kwaye ngokukhawuleza kuzo zonke iinkqubo zokupakisha, ukuthengisa kunye newebhsayithi. Cinga ngeNgxelo yePositioning njengemifanekiso emfutshane ukuba ilandele.
Uhlawula imali efanelekileyo kwiingcali zakho zokuthengisa ngoko kucacile ukuba ufuna ntoni kwaye ufuna ukuthetha njani nomthengi wakho. Musa ukupheka imfama kwisicwangciso sakho sokuthengisa.
Masisebenzise uphawu lwangempela, iColor Mountain Mountain ukubonisa indlela oza kuyakha ngayo isitatimenti sokubeka indawo.
Inyathelo 1: Chaza abaphulaphuli bakho
Khangela kwiwebhsayithi yabo kwaye ndixelele ukuba yiyiphi intetho yeentaba ze-Colorado Mountain? AYINI nje umntu osela ikofi ngenxa yokuba ikhofi yakhe iyabiza kakhulu, kufuneka uhambe kwindawo yawo ukuyithenga kwaye ulinde ukuba ifike.
Ikhofi yinto eyenziwa ngenye indlela eqhutywa yintliziyo. Ngaba ucinga ngokucwangcisa uhambo lwakho ukuya kuDunkin Donuts okanye i-Starbucks ngokuya kwiwebhu ngo-9: 45 ebusuku? Nope. Kodwa oko kukuziphatha kwabathengi okufunekayo kwi-brand yabo. Ngako oko umthengi ojoliswe apha apha uneminye imfuno kunye neminqweno engazalwanga ngamaxabiso amakhulu.
Inyathelo 2: Yithetha into oyenzayo okanye onika ngayo
Oku kulula. Siyazi ukuba i-brand yeColor Mountain Mountain Coffee, ngoko yintoni [iCape of Reference]? Ewe, yikhofi, kodwa simele sidibanise ngakumbi apha ukuze umthengi angakwazi ngokukhawuleza ukuba ikhofi kodwa ngeyona nto. Ngoko mhlawumbi yikhofi yobugcisa, ikhofi yegourmet, eyiyona iCroatia yaseCroatia? Hayi, kuthekani ngokudala ukutyunjwa kweefoto zeColorado ezikhulile ngaphezu kweqondo elithile?
Inyathelo 3 (kunzima): Chaza inzuzo
Inzuzo kufuneka igxile kwizinto ezingenakwenzekayo ukuba umthengi akakwazi ukwenza ukuthelekiswa okulula kumncintiswano wakho. Inzuzo kubantu abaninzi ngekhofi ekuseni ukuvuka! Ngoko kwimeko yabo akusiyo inzuzo kuyo yonke into ukususela ngo-Dunkin Donuts kwi-$ 1.50 eya kwenza okufanayo.
Inzuzo kufuneka ibe yinto ethi McCafe, Dunkin, Starbucks, Folgers, njl.
Iifolthi ithi "yinto engcono kakhulu yokuvuka" ... cinga nje! Kwimeko yalo mveliso banomuvo wokuthi ikhofi ekhulile kwindawo ephakamileyo kakhulu ngabahlukanisi babo.
Ngoko ke masicinge ukuba oku kunika ingcamango ephezulu engekhoyo kwenye indawo. Ngoko ke ... ungathini malunga nenzuzo le ngongoma ephezulu? Mhlawumbi kukunika umvakalelo wokuvuka eNtabeni i-Rocky okanye kukukhumbuza amava e-skiing? Kufuneka ucinge ukuba ulapha malunga nento ethi "ukuchofoza" kunye nomthengi ojolise kuyo, into ecacileyo yaseCanada ikwazi ukuba ingaba yinjongo okanye ngethuba.
Ngenye indlela, nantsi imimiselo yeenzuzo zokuthenga i-organic .
Inyathelo 4: Bhekisela ezi zinto
Izixhobo ziyindawo ebonakalayo yemveliso yakho.
Ngoko, ezinye iinkalo zeColor Mountain Mountain zingase zihobise iphunga leentaba, i-flavour / aromatic flavour, ihlanganiswe kwiphakheji ezinzileyo, ukunambitheka okugqithiseleyo, kwenziwe nge-roasters encinci. Oku akufanele kube yileluhlu lokuhlamba ukuze ugcine kubaluleke kakhulu.
Inyathelo lesi-5: Ukunikezela ngenkuthazo
Xa konke kuthethwa kwaye kwenziwa, wonke umntu udinga isizathu sokuthenga. Oku kukukhuthaza ukuba umthengi atshaye iqhosha le-Buy Now. Le nto ingaba ngumnikelo wokuqala wabathengi bokuqala, ukuthunyelwa kwamahhala, i-flavour ngumnikelo wonyaka kwaye ihamba emva kweenyanga ezimbalwa.
Ukubeka kwakho umsebenzi wasekhaya
Ndibeke isicwangciso esincinane sesi-5 sokutshintsha isikhokelo sokutya okubhaliweyo. Thatha ixesha, ixesha elide, ukuhamba ngeyanyathelo ngalinye. Yilungele ukubuyela emva nangamaxesha angama-12 okanye ngaphezulu. Kuyafaneleka umzamo ukususela ekubeni uya kuba nento ekunika isalathiso.
Musa ukuchitha i-dime kumawebhsayithi, i-media media, ukuthengisa nge-imeyile okanye ukuthengisa kuze kube yilapho udala isitatimenti sokubeka uphawu lwegama lokutya. Yaye xa usenzayo, fumana okanye wenze iholide yokutya engakhuthaza ukuqaliswa kokubhiyozela kwimidiya yoluntu .