Part 5 - How To Get New Customers

Part 5 - How To Get New Customers

Many readers are aware that I recently launched a new business and that I was having trouble enticing customers to the service. It just so happens the business is a new bird bath outside my study window and the customers are birds (the flying ones).

Escrow.com

Although there’s been a lot of funny anecdotes there has also been a serious thread of discussion about how to attract customers to a new business. Every new business has a vision of their ideal customer and a “full proof” plan on how to attract them. The problem is that years of experience has proved plans look great on paper and reality is something else entirely.

For example, I had a great vision of birds flocking to my wonderful bird bath and I would enjoy them singing away outside as they happily splashed away. My reality was a bird bath that was entirely ignored.

The one thing that a start-up has to their advantage is their ability to quickly change direction. If the plan isn’t working, then change the plan. Don’t burn more cash…..move!

In my case, I tried to entice the birds with bread. They loved the bread on the ground and completely ignored the bird bath. I then moved the bird bath. That still didn’t work so I moved it again. I constantly tweaked my “business” with the end goal of attracting my customers (ie. birds).

If a start-up is to succeed, then it must get customer feedback as fast as possible. There is no point in building the ultimate product that no one wants. For those people who tell you they love what you’re doing then ask them the same question with a charge attached.

I’ve seen so many businesses give their products/services away in the name of “market share” only to find that once they try to charge no one wants what they’ve built. A sale isn’t a sale unless ultimately there is a financial transaction attached. Anyone can give a service away…..it’s much harder to sell it.

So where am I at? As can be seen by the pictures I now have multiple different species of birds enjoying the bread and the bird bath. This is important as the different species indicate that I’ve now tapped into not just a single market but multiple different market segments.

Magpie

A start-up needs to quickly classify what customer segments are buying their products/services. This means really paying attention to what customers are buying versus the time wasters and then focusing your efforts to exploit the revenue opportunities.

I should say that my feathered customers are also paying customers. The other day, Roselyn and I woke up to a magpie warbling beautifully outside our bedroom window. That was payment enough for us both. For me, it was wonderful to know that I’d managed to successfully launch another little start-up business.

Battleframe

1092 Hits
0 Comments

Saturday Musings - Attracting Flocks of Customers

Saturday Musings - Attracting Flocks of Customers

About a week ago, my wife and I decided to purchase a bird bath to attract the local birds outside my study window. The bath sits beautifully atop a pedestal and is replete with a turquoise glaze to make the water that much more enticing. I know if I was a bird I would be falling over myself to have a bit of a splash.

Escrow.com

I had visions of a Disney cartoon where birds would be so grateful for my benevolence that they would sit on a branch outside the window and sing me songs all day. After setting the bath up I waited and waited and waited for the birds to come flocking in to enjoy what I’d provided for them. …..boy was I wrong.

Scratching my head, I thought to myself, “Maybe I need to entice them just a little bit more.” So off I went to the kitchen and grabbed a slice of bread to spread crumbs all over the lawn to attract the birds to my yard. They loved the bread but none did anything with the bird bath. Hmmmm….not good.

You would think the stupid birds would realise that I’d setup the bath for their enjoyment! What more do I have to do to get them to use it? To this day, I’ve been trying to think up new ideas to attract my avian customers to the bird bath and not one has used it……sigh……

Isn’t all of this exactly like building an online business? We spend hours with designers and programmers to get the “look and feel” just right and when we eventually launch we wonder why no one uses it.

We finally succumb to enticing customers with special offers, free giveaways and short-term discounts (eg. bread). Not surprisingly, the customers love the freebies but ignore the main offering. Eventually we convince ourselves that customers are stupid and just don’t have any idea of the value you are providing them. Can you see the similarities with my bird bath?

The fact is, the market is actually really smart. The reason why many businesses close is because they don’t have enough cash to carry them through the start-up phase of wooing customers repeatedly to their website. Modern customers rarely buy from an unknown business but will more likely buy if they continually see it….it gives them confidence that the business isn’t about to vanish.

So what do I need to do about the birds? Keep on attracting them with bread and let them get used to the bird bath. I’m just looking forward to the day when the first bird enjoys a dip.

Have a great weekend!

Recent Comments
Rawgi
I see your point in that you have to entice the new ones with something. Just like people if you offer the latest flashy thing, ... Read More
19 February 2017
mgilmour
Love your feedback Rawgi!
21 February 2017
Rawgi
Thanks. I still do a bit of work on the side, but only let go by word of mouth. I don't want to get full time again, maybe try... Read More
21 February 2017
908 Hits
5 Comments