HMA Opportunity Analysis Training With Dave Owner Of A Diabetic Supplement Company Part One
This is an Opportunity Analysis that I did with a business owner named Dave. Dave has an online business marketing supplements to diabetics and wanted some advice about how to grow his business – and grow it quickly.
This audio is a splendid tool to help HMA Consultants learn how to question potential clients, try to uncover hidden marketing assets in a business, look for opportunities, and try to find ways to improve a company’s marketing efforts.
Early in the conversation, hear how I introduce the HMA System to Dave. I discuss how the HMA System works, the types of businesses that HMA Consultants typically work with, and general price ranges for projects.
Following the Opportunity Analysis Worksheet, being an excellent listener, and asking the right questions are all essential to obtain the big picture of any business.
My introductory questions lead Dave to explain that his online supplement business is stagnant. I obtain the background of his diabetic wellness business – How it started, when it started, who started it, and who formulated the supplement.
You will hear me ask the main question that could lead me to keys to defining the business’s USP, namely “Why should people do business with you?” Dave tells me how his company has developed products that are superior and more effective than those of his competitors. Dave’s customers get results that have been medically measured. These answers are a great start for his USP.
However, when I look at his web site’s home page I see that it does not convey the product’s superiority and measured effectiveness. I explain why the USP is so important and why a great deal of research needs be done to determine the real reason people do business with his company. When his USP is finally developed, it must be conveyed prominently on the home page of his web site to remind the viewer of the product’s unique benefits.
Following definition of the USP, the next step would be to integrate that USP into all of the company’s current marketing efforts. For example, it should be put on invoices, product packaging, product literature, and within the company’s telephone on-hold message. Listen to how I verify that Dave understands the importance of the USP.
I inquire about their current marketing practices. It appears that most of their leads are from trade shows hosted by the American Diabetes Association. Their leads are health care professionals and their customers have been people referred by health care professionals. Dave explains that they really haven’t been following up on leads. Rather, they have just been sending out brochures. This has not been very effective in generating more leads or sales. Trade shows could be more effective if their leads were handled properly. They should try to get health care professionals to endorse the product and refer their patients.
As we discuss the pricing of the product, I discover that the product’s ingredients are so expensive that the company’s margins aren’t very good. Dave is trying to stay competitive with his pricing strategy. He tells me that his competitors actually charge more for their products, which aren’t as effective as his. I suggest that the price of the product be raised. Sometimes a higher price can elevate your credibility. With good marketing and a good USP, you can brag about being the most expensive product on the market plus you’ll have better margins.
Other than trade show leads, no one else is referring people to Dave’s company. There are lots of non-competing businesses whose products would go hand in hand with Dave’s supplement. Partnerships or joint ventures with these companies should be seriously considered and cultivated.
Another strategy would be to position the company and its product in a unique way with the media. Press releases could be written and sent to all manner of media. Editors may find the product interesting and run its press release with other stories about diabetes or weight loss. Perhaps the formulator of the product could be available for interview.
Since Dave’s vision for the business is for his product to have a very strong online presence, his community marketing should be done using online communities such as user groups, mailing lists, and web sites.
For more of a direct marketing approach, Dave could develop a CD entitled something like, “The Reality of Diabetes,” which would contain audio interviews of actual diabetics and what these people experienced with the disease. The person receiving the CD could be offered a 30-day free trial of the product and then they could be put on monthly auto ship.
You’ll hear me conclude that Dave’s business doesn’t have a lot of hidden marketing assets. Although, theirs is a hungry market, they do have a web site, and they have an association with the product’s formulator. Growing Dave’s business is viable, but much would need to be done.
Near the end of this audio segment, you will hear Dave and I explore ways to increase the company’s marketing effort. Since Dave doesn’t feel that he has a lot of money to invest in having a consultant develop and implement new marketing efforts, it might be best if Dave does it himself with some guidance from me or another HMA Consultant. It actually would behoove Dave to learn some HMA marketing strategies since he has a few other small businesses that could also benefit.
Stay tuned to the second segment of this case study with Dave where I present my ideas more formally about how the HMA System can help Dave grow his business. Enjoy!
Go to this link below for what you get with the system, the price, offer and risk free guarantee.
http://www.hardtofindseminars.com/HMA_Details.htm
If you have not listened to these audio recording and interviews yet, make sure you do so.
Opportunity Analysis Training With Jonathan The Owner of A Guided Fishing Tour Business
Here is another special opportunity analysis training with Jonathan, the owner of his own small fishing tour business. Keep in mind this is not the ideal client I would recommend you take on. But this opportunity analysis training has some important lessons that cannot be denied. Even though this is a start up business, I was able to find some hidden marketing assets that Jonathan could start using to grow his business immediately. Another lesson to keep in mind is that Jonathan did not have money. You should only be doing the opportunity analysis interviews with people who have money.
This interview is to provide you with another training for your benefit. Listen in and follow along on this interesting look at the fishing tour business. Please download the opportunity analysis worksheet and follow along. I know this recording will give you more confidence in yourself. I also hope it will get you to try and get a client and start your own lucrative marketing consulting business.
Go to this link below for what you get with the system, the price, offer and risk free guarantee.
http://www.hardtofindseminars.com/HMA_Details.htm
If you have not listened to these audio recording and interviews yet, make sure you do so.
HMA Opportunity Analysis Training With Live Consulting Session Results in $1200 Consulting Project
George is the owner of a small tanning bed business. He called looking for some advice on how he could grow his business. Without knowing or promising anything, I invited George to talk in more detail about his goals. Listen in as I take George through the HMA Opportunity analysis in an effort to discover (HMA) Hidden Marketing Assets. More importantly, listen to the willingness of George to grow his business. And finally, listen as George hires me to develop a USP for his business.
Developing the USP is the first recommended product we teach our HMA consultants to activate for clients. I am looking forward to working with George and to get his business hopping in the next few months.
Go to this link below for what you get with the system, the price, offer and risk free guarantee.
http://www.hardtofindseminars.com/HMA_Details.htm
If you have not listened to these audio recording and interviews yet, make sure you do so.
