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.