All small businesses start with an idea. We all have new ones constantly; it’s just part of the entrepreneur’s DNA. If we come across a problem, we want to be able to solve it for ourselves and anyone else out there that might be facing the same issue. But ideas are ten a penny, it’s the implementation and delivery of those ideas that grow businesses. How can we make sure an idea is worth pursuing? And how can we get it to market? These are issues that we’re going to dig into on this episode of Excellence Expected.

Before you can get your product or service to market, you need to validate the idea and the potential market. Using segmentation to identify market segments is a great way to narrow down who your ideal clients are going to be. Only after identifying the type of clients that you’re looking for can you start working out how you’re going to reach them and if doing so is going to be profitable. Let’s say you’ve identified a market segment, but you find through your research that it’s going to cost almost as much to reach clients in this segment as you would earn from them. If the margins are too slender, it may not be an idea that’s going to grow your business. Finding the right client segment is great, but you need to be able to reach them profitably.

If you’ve done your homework and determined that it is possible to reach your desired clientele in a cost effective way, you can then focus on your routes to market and how you’re going to raise awareness of your business among these potential clients. At this point, a lot of us get caught up in thinking about how our businesses are going to look. We get wrapped up in the design of websites, apps, e-mail marketing material and so on. However, as mentioned in this episode, design is just one aspect of marketing and your message has a far greater impact than the design of your marketing materials. Focus on getting the message right and you will see your marketing budget stretch a great deal further. It’s all about appealing to your desired market segment’s needs. If you can communicate why they need your product and how it may help them, they are sure to take notice!

Joining us on this episode of Excellence Expected is the co-founder and Marketing Director of inniAccounts, James Poyser. James is a digital marketing expert and he’s here on the number one small business podcast to share some insight and actionable tips that will help your business to attract more of the right kind of clients.

Issue Challenged in this Small Business Podcast:

How can I get my business to market?

About James:

James Poyser is the Sales and Marketing Director of inniAccounts. He previously worked in the IT sector and has also worked in China as a digital marketing consultant. The inniAccounts team aim to take the hassle out of accountancy for contractors, consultants and small business owners by blending an expert accountancy team with intuitive online software. The company was born in response to the some of the frustrations faced by the founders and they have created an easier way for their clients to organise their finances.

James’ Actionable Tips:

* Validate that you can reach your potential clients and do so profitably. Use segmentation to identify the right markets and ask yourself if you can actually find them and reach them in a cost effective way. Research, head to trade shows, read trade magazines, engage on social media and use AdWords to make sure that this perfect market is reachable while at the same time keeping a close eye on the costs associated with reaching them.

* Deliver a razor sharp experience. Find the segment you want to focus on and be absolutely single-minded about delivering a brilliant experience to them. You can’t be everything to everyone. Even when thinking about pricing and marketing,