FOCUS, a value proposition for business growth?
The business world we live in is not the same as it was several years ago. As owners and professionals attempt to make sense of a changed landscape, diversification has been a common tactic. For many this may make sense, for others in their attempt to meet every need they have become so diversified that they no longer have a clear message.
Seth Godin, popular author and blogger:
“Pick the biggest market you can successfully dominate, the biggest slice where you can get through the Dip and be seen as the best in that world. If you can become number one in your niche, you’ll get more than your fair share of profits, glory, and long-term security.”
The enemy of FOCUS is fear of loss.
Often used in conjunction with the term abundance, is the common misnomer “Everyone is my prospect.” Yet no matter how good you are and how much what you offer is used by the general public, it is true that some people will like you and some people won’t.
Consider these points:
Market: All the prospects you could serve.
Market Segment: A segment is a portion, a particular group within your potential prospects that share similar characteristics.
Ideal Prospect: The best potential prospect for your purpose.
Value Proposition: A stance on how you provide value and what makes you unique, combined with the needs of the prospect that can most benefit from what you provide, AND can reward you profitably for providing this VALUE!