By Catherine FranzMost entrepreneurs first write their business plan and then develop their services or products. This causes them to generate and fulfill a marketing plan that requires them to swim upstream using
backstroke. To save
stress, consider placing
business plan on hold until first completing a few customer surveys. Okay, some of you are saying, "Catherine, how can you do a survey before you know who your market is?" Yes, this is one challenging double edge sword, that is, if you're mindset is set there.
Over
years, I've found that everyone I've worked with generally knew what he or she wanted to sell. I don't believe you are any different. This is
perfect place to start. You have a clean slate to write on. You might be at a place of seeing it in nonspecific terms with measurable doubts as well. That is okay, doubts will always be there, thus, allow them to be your friend instead of a foe. It’s easy to start with a gender preference -- choosing either women or men as having a higher purchasing balance for what you are selling. If you don't have a majority gender in mind, choose
one you feel most comfortable talking with or asking questions to.
Let’s dive in a little deeper, its time to start thinking about your surveys and what to ask. Okay, don't fade out on me now. Generally, when people think of surveys, they visualize or experience
sensations of long drawn out processes that cost more money then they can afford or time that they don't have
patience for. Boy, do I remember those days of thinking.
Let’s play together on this concept of taking surveys before writing your business plan. At least, allow
old perceptions to sit outside your door until you've finished reading this article and learning of a new possible alternative perspective. The perspective that surveys come first and don't need to be time-consuming, money-hungry, must be done by professionals, mongrels.
Take
area you want to focus on, combine with your gender preference, and begin there. For instance, if your area is life coaching and you feel more comfortable with working with women you have a starting point. This doesn't mean you will never coach men, set those thoughts aside; they will block your progress and keep you stuck.
From knowing just this basic information, you can now create a few simple surveys in no time at all that don't require any money. Even if you know more specifics about your buyers, you might want to back it up to this point if you are stuck in generating questions. To generate this survey plan you don't need to know whether your focus is for a product or service, or even if its for electronic, telephone, or in-person delivery, at this time.
The first question you want to generate and ask is what your gender wants to buy next. If asked in narrow terms, they will answer. If asked too broadly, they will respond with "don't know." If
latter, rewrite
question more specifically, then ask again. Whenever I start, I sometimes have to revamp my questions five or six times. Just an FYI, to help you understand that even
experts refine as they go. Surveying is an evolutionary process.
A second survey question is for people who have purchased from you in
past. What are looking for next? What do they want to accomplish in
next few months or whatever future terms they desire to talk about?
If you don't have any customer history, then substitute. Open
scope to what is
gender buying? What is
cross between what you offer and what they want? What do they want to do next (short-term) that falls within your scope?