Is Your Web Site Really Marketable?Written by Jake Gorst
In general, some ideas are doomed for failure from moment of inception. For instance, medical tonic for "stupid vision" described in Ebert papyrus of ancient Egypt. This was a concoction of pig’s tears, lead and honey that was meant to be poured down a blind man’s ears. Bad idea? I should think so!In addition to bad ideas, many nations have archaic laws that are actually still in effect, even though nobody knows about them. When we learn of them, we usually end up rolling on floor laughing. For example, Wisconsin state law makes it illegal to serve apple pie without cheese. In Memphis, Tennessee, it is illegal for frogs to croak after 11 PM. In England it is illegal for a Member of Parliament to walk into House of Commons in a suit of armor. As extreme as these examples are, thousands of people try to develop Internet businesses around ideas of same mental magnitude or general irrelevance. Do you have a concept for a new e-business Web site? Is your concept marketable, good enough to be accepted by your target demographic? Will your concept stand test of time? How do you know if your idea is a good one or a bad one? The answer lies in research. Research involves more than asking your friends what they think. If your idea is bad, they will either be up front and say so, or praise it because they think they’re encouraging you. The most effective way of determining if your idea is a good one is to ask your potential customer base. Obtain a mailing list of people interested in your type of product or service and send out questionairs. Learn as much about your target Web audience as you can. What do they need to make their lives better and richer? How much would they be willing to pay for your product or service?
| | Experience Branding" ? How to Survive as an Online RetailerWritten by Jake Gorst
"Are You Experienced?" asked guitar player Jimi Hendrix 35 years ago. Jimi wasn?t talking about e-commerce ? but his question is appropriate to today?s economic climate. These days many retailers, including online retailers, are discovering that their business suffers if they do not implement an "Experience Branding" strategy. What is that?"Experience Branding" is a way to describe a method of linking an identity to a business or product that involves customer interaction. In long run, this method leaves a longer, and in most cases, LASTING impression on consumer. Here's an example: 100 years ago, a person would buy coffee beans and grind them himself. Then came along pre-ground coffee. Eventually, you could go to a vendor and buy a nice hot pre-made cup of coffee. Today, companies like Starbucks not only give you hot coffee, but they provide you with a nice comfortable soft chair to sit in, a paper to read, music to listen to, and an eclectic setting to enjoy these things in. They provide an EXPERIENCE. This is why people are willing to fork over $4.00 for a cup of coffee! An early case of this branding method put into practice was Macy's Department Store Leisurama homes of 1963. Back then you could actually go to 7th floor of Herald Square store in New York City and see a full-blown house - completely furnished. You could buy house there - then 3 months later move in (these were built in Montauk, New York). The finished house was furnished right down to toothbrush and everything was included in one single price. This method of experience branding was so successful that, down to this day, owners of many of these houses still own towels, dishes, etc. that came with house. They enjoyed experience and wanted to preserve it.
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