Starting A New Business In San Diego?

If you are starting a new business, the single most important thing that will determine your long-term success, is a driving commitment to a meaningful cause.

Most people start their business as a “means to an end.” For example, they start their business to make money (the “means”), so they can purchase nice things (the “end”). Or they start their business so they can have more personal independence (the “means”), which in turn gives them the ability to go where they want, when they want (the “end”). But I must say that money, personal independence, or prestige should NOT be the reason for starting a business.

I would even go so far to say that starting a business because you would enjoy doing that type of work, or you want to fill a need in the marketplace, are both not good enough reasons. Those need to be part of the reason, but there’s a more important reason.

One of every four small businesses fail within the first year, and fifty percent of them don’t make it past the fifth year. This failure rate can be attributed to many factors like mismanagement, being under-capitalized, outside influences, etc., but I would argue that behind almost all of the reasons why a business fails, is the hollow philosophy from which it was built on.

If your business’ goals are not a “means to an end,” but are the “end” itself, then your business should persevere through the tough times. Here is why...

The number one reason businesses succeed, is a driving “passion” supported by the belief that the business is an imperative and necessary component to the community it serves.

So if you are in business for the money or any other self-serving purpose, when times get really tough and you’re face down in the mud over and over again, it would easily seem prudent to cut your losses and give up. Why? Because that would make the most financial sense.

However, if your business was to be as a necessary component to the well-being of your community, then it would not be prudent to cut your losses and run. There would be too much at stake and it would be your intense passion for this commitment that would help you get out of the mud.

Can you see the difference? Because no matter what business you’re in, you will be face down in the mud at one point or another. Therefore, before you launch your new business, re-evaluate the true meaning behind your passion. It can be the difference between success and failure. And in this world of competitive business, people prefer to go with companies that really stand for something.

So if you are starting a new business in San Diego, and you would like to discuss setting goals for your business, I will be happy to offer you free advice.

For more assistance on goal-setting, or for any other marketing ideas, please visit http://www.sdmarketingservices.com/

Defining Your "Unique Selling Proposition"

Your Unique Selling Proposition (USP) is a statement that defines your uniqueness—it sets you apart from all of your competitors. It is a distinguishing statement that only you can lay claim to, and expresses the benefits of doing business with you over your competitors. It should be the nucleus around which you build all communications, and should be integrated throughout all of your promotional, marketing and advertising operations. It tells your customers what really makes your company different, better and special.

Make your unique selling proposition one sentence long if possible. We take this approach because we feel that these days you have 15 seconds or less to impress people or they lose interest. You must be able to use your USP as a headline or sub-headline in your marketing materials.

It should be one of the first things customers see on your website. It should be used as a quick line for your on-hold phone recordings. And most importantly, it should be the sentence your customers use to refer their friends to you.

So here is the structure we use to create a unique selling proposition:

(Business Name) is the only  (Business Type) in  (Your Market Area) that (Your Unique Quality).

Here is an example we created for a client:

Cabrillo Pet Hospital is the only Pet Hospital in Point Loma that is certified by the American Animal Hospital Association.

This is an impressive sentence that the customers and prospects of Cabrillo will remember. And it sets them apart from their competitors in Point Loma. It certainly is not an easy task to create a USP, but with careful research and wording, it can be powerful.

For more assistance on creating a USP, or for any other marketing ideas, please visit http://www.sdmarketingservices.com/