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Page 5 of 8
Marketing Your Business
4. Avoid Common Mistakes
4.1 Aim for customers you have a good chance of selling to and not those you cannot hope to win.
- For example, a printing start-up can get business from smaller local firms but is unlikely to get the entire print contract for a multinational company in year one.
4.2 Make it easy for customers to understand what you do (eg don't call your company A2B - call it A2B Delivery Services).
4.3 Offer your customers what they want - not what you think they want.
- Ensure your research has proved there is a gap for your product and service - and check that is the gap you are filling.
4.4 Avoid over-ambitious growth targets.
- Do not presume you will sell 100 cars in year one and 1,000 in year two. Cautious planning ensures your business will survive; exceeding realistic targets is a bonus.
4.5 Remember the market is always changing.
- If you conducted research a year ago, the competition may have changed. Keep up to date with who is doing what.
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