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5 New Product Rules Every Entrepreneur Should Know

Consumers are truly creatures of habit. In fact, the average family purchases the same 150 products again and again, which accounts for a whopping 85 percent of all needs, according to a study conducted by Harvard Business School. Of course, that means when a new product appears on the market, its got to somehow work its way into those recurring purchases. It’s no secret that consumers are quite brand-loyal, so, this presents an even larger challenge. When you stop to consider your own purchasing habits, you begin to realize just how loyal you are to certain brands. Carving out market share is difficult enough, but, even more so when a product comes from an unknown or relatively new source.

5 New Product Rules every Entrepreneur should Know

There are some 250,000 new product launches globally on average, per year. Obviously, very few make it past the first couple of years, as clearly evidenced by the nearby quote. What’s more, companies often fail to recoup development costs. In the grocery industry alone, the failure rate is even higher, ranging from 70 percent to 80 percent, according to research done at the University of Toronto.

…the fact remains that the success rates of new product introductions and innovations have improved little over the last 20 years. Booz & Company reports 66 percent of new products fail within two years, and Doblin Group says a startling 96 percent of all innovations fail to return their cost of capital. —Fast Company

For small-sized American food businesses, the success rate is even more sparse, coming-in at just 11 percent, which regulates an eye-popping 89 percent to failure. The top culprits of failure are poor product quality and design, but overestimating demand, bad pricing and timing, as well as incorrect positioning also make the list. The statistics go on and on when it comes to new product failure, so, it’s important to know what makes products get past their introduction to the public and sell. Here are five new product rules every entrepreneur should know and follow:

It must have at least one solid advantage. There are several advantages a product can have and among the most persuasive are value for the money, prestige, effectiveness, convenience, and high-quality. If you look over this list again, you’ll find at the heart of all these is providing for want and need. For instance, the iPhone revolutionized the mobile phone industry — it fulfills a need, is a high-quality product, and provides many conveniences.
The product must fit into consumers’ routines. If a product won’t easily fit into consumers’ routines, it won’t sell on the market. A product must be able to accommodate buyers’ routines because, as mentioned above, people are creatures of habit. Some products are able to break this rule, but these are few and far between.
It’s got to work right out-of-the-box. American consumers love convenience, and, are very annoyed when a new product proves to be anything but convenient. Most people cringe at the phrase “some assembly required,” because of past experiences. Make a product that works right out-of-the-box and it has a much better chance of success.
The benefits should be obvious to consumers. When consumers can readily identify the benefits of a product, they are more likely to buy it. Stop to consider the last time you were shopping for a specific type of item and compared brands. It’s highly probable you purchased the one you could easily spot its benefits.
It can be given away for nothing (or part of a promotion). The Clorox company began marketing its first cleaning products to businesses and this approach failed. However, one owner’s wife saw that it had marvelous residential use potential. She gave small bottles of it away and soon after, sales skyrocketed. When consumers are given the opportunity to “test drive” products for free or at a low cost, they are more apt to purchasing it again and again.

Though these elements will all increase the chance of success for a new product, it’s important to understand the market and to have an executable plan to be successful.

We have several Clients that have new and innovative products that are succeeding because they have followed these five rules. Let us know your new product ideas and make certain yours meets these five new product rules.

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How to Keep Employees Motivated During the Holidays

May 24, 2017 No Comments

With Christmas and the new year right around the corner, now is a time when productivity slips, attention spans shorten, and minds wander. It’s no surprise considering there’s so much going on outside the company: trip planning, shopping, decorating, and family gatherings. Inside, it’s supposed to be business as usual, but, the holiday season takes over. No one wants to be a Grinch during the holidays and it’s easy to let festive spirit slow things down. However, in the remaining days of the year, the pressure is on and it’s not always simple to stay the course. How to Keep Employees Motivated during the Holidays While some team members will be on vacation, others will still be showing up and this creates an unstable atmosphere. What’s more, you are not immune from the holiday fever and find it’s difficult enough just to keep yourself on-task. If you’re not careful, you’ll unconsciously let it be known and that’s tantamount to telling everyone to take it easy and slack off. While you certainly don’t want to portray yourself as Ebenezer Scrooge, you do need to set an example and temper your own excitement with good work ethic. Keeping your employees engaged in their work can be a challenge during the holiday season. Considering that the holiday season lasts roughly from the week of Thanksgiving until after New Year’s, managers who don’t find ways to keep their team motivated risk losing a lot of money during the fall and winter months. —Business News Daily.com Doing so won’t necessarily be simple and might even strike you as unnatural, but, if you want to be an effective leader, you’ve got to learn how to play different roles well. That’s what being an entrepreneur is really all about: being flexible and knowing when to take off one hat to put on another. For your employees, the holidays are not only exciting and distracting, it’s the end of the year and looking forward to next year takes their eyes off today. Here are some helpful tips on how to keep employees motivated during the holidays: Be flexible with schedules. The last thing you should do is create conflict and ill will during this time of year. Try to be as flexible as possible with schedules and don’t be afraid to ask for others to step-up when necessary. If you act with team effort, you’ll get a lot more cooperation and positive responses. Let the excitement in the office. There’s nothing wrong with allowing employees to decorate, exchange gifts, and fill the space with holiday music. It puts the spirit of the season to work for you instead of against you. Openly communicate expectations. No one likes the sneaky, sly boss who surprise employees with unpleasant things. You have goals to reach and tasks to get done, so don’t just bark out orders, communicate in a friendly manner and always open up the discussion to new ideas — you might be very surprised by what you hear. Actively engage and manage your team. While people don’t like to be micromanaged, they do appreciate being guided. You’re in a position of authority and this is a wonderful opportunity to sharpen your leadership skills, as well as demonstrate your ability to motivate. Take time to reflect on the year’s accomplishments. Remind people of this year’s accomplishment and be sure to give congratulations with enthusiasm. Speak about being vigilant and finishing the year strong for the good of everyone in your organization. In addition to these, you should also carve out some time for a party or even a dinner. Keep it simple and ask for ideas from your team about what they’d like to do and where to hold it. Give small gifts or even a Christmas card to your employees and let them know just how appreciative you are of their work and dedication. Want to find out about what a business coach can do for you? [shareaholic app=”follow_buttons” id=”26833294″]

Waiting for Perfection is a Perfect Recipe for Failure

May 16, 2017 No Comments

We see it all the time–especially in the technology sector–companies pushing out products that aren’t perfect. Bugs, hang-ups, you name it, they exist right inside, and it’s usually weeks, even months, before the fixes come. It happened when Disney first opened its parks, when Apple rolled-out a smartphone with a proprietary map, when this or that company introduced a product with this or that problem. With so much money at-stake, and, the sheer number of consumers waiting with baited breath to get their hands on the latest, it’s little wonder why companies push-out products that aren’t quite ready. The question is about these instances is just why that is a reality? Why is it that mega-corporations, with some of the best talent on the planet, putting out products with bugs? The answer might lie in the quality control, or, it could be just a matter of human limitation–that is, not knowing everything about the product and/or not being able to foresee the future. Waiting for Perfection is a Perfect Recipe for Failure Though large organizations do introduce products that have problems, these are usually minor. However annoying the faults might be, they are not typically too big a deal. It does boggle the mind how it happens, but, it gives us a very good lesson about business: waiting for perfection is a perfect recipe for failure. Chasing perfection can become an addiction that’s unlikely to help your peace of mind or your business. It seems counterintuitive to stop reaching for perfection, especially since we’re often told it’s the only way to achieve success. All the extra time and effort to ensure every aspect of your business is perfect won’t move your company forward, and it’s very likely to drive you crazy. —Forbes Like the nearby quote states, it can be downright unhealthy to chase perfection. The larger lesson, though, is that nothing is ever finished if it isn’t started. We’re talking about ideas, new products and/or services, a new take on something old. Whatever it might be, entrepreneurs can’t wait to get it perfect because the longer it stays inside as a secret, the more opportunity there is for someone else with a similar idea to launch and chase their dream. While you’re waiting to get it 100 percent right, it’s costing you time, effort, and a lot of frustration. Instead of striving for perfection, here’s what you ought to be doing: Place value in feedback. You can always make changes and when people see that you’re not only willing to make them, but also to make other improvements, will come to trust your brand. Understand that you have limitations. Sure, you might be able to get it to work without a hiccup, but that comes at the cost of lost time and revenue. What’s more, you’re putting way too much pressure on yourself and team to demand it be exactly right. Launch in stages, if possible. If you are able to do so, release it in stages and fix along the way. Chances are if you can do it incrementally, you’ll see things that can be changed or improved for the next increment release. While you can wait to make it great, you shouldn’t rush to completion. Sometimes, companies give into the temptation to rush something out, even if it’s completed, just to get it out to sell. When you hurry, you make mistakes and don’t have the time for consideration. Perfection is admirable, but, it means you’ll fail if you keep waiting and waiting to launch. This type of Start up practice; don’t wait for perfection … has been formulated recently into what is called Lean Startup Methodology. Several of my colleagues and I met on this subject and we are planning a work shop for Entrepreneurs in October. As written by Steve Blank in the Harvard Business Review, “…recently an important countervailing force has emerged, one that can make the process of starting a company less risky. It’s a methodology called the “lean start-up,” and it favors experimentation over elaborate planning, customer feedback over intuition, and iterative design over traditional “big design up front” development. Although the methodology is just a few years old, its concepts—such as “minimum viable product” and “pivoting”— have quickly taken root in the start-up world, and business schools have already begun adapting their curricula to teach them.” Take your idea to market and test what the buyer says about it … today! [shareaholic app=”follow_buttons” id=”26833294″]

How to Deal with Customers who Monopolize Your Time

November 11, 2021 No Comments

You’ll encounter a number of personalities as a business owner. Most are pleasant but some are downright rude. Others might be quirky, yet fun. Still, others can be flat-out nightmares. Then, there are those clients who demand too much, want to pay too little, and brag about their importance, yet still, have high praise for you. Of course, there are also niche personalities, people who possess less-than-desirable traits, such as individuals who take up way too much of your precious time, completely oblivious to the fact you must also take care of others. Fortunately, there are a few ways to cope with customers who tend to monopolize your time. Time-Wasting Customers Take a Big Toll It’s not just the boring, pointless conversations that are problematic. It’s the fact that you’re having to take time away from true priorities. Obviously, this can be very frustrating and even detrimental to your business. After all, if you can’t attend to matters as needed, it causes you to rush and that leads to mistakes. But, it also has other negative consequences. For instance, draining you mentally and straining your patience thin. Good salespeople understand how to walk a fine line between ignoring a client and spending too much time on him. As a sales professional, you need to learn how to use your time to maximum advantage. If a client or customer is monopolizing your time with no intention of buying anything, the ability to disengage without causing offense is vital. —Houston Chronicle Small Busienss When you experience such feelings, it can easily put you in a bad mood. A foul state of mind could also cause you to unfairly snap at your own team. Or, just ruin a good portion of your day. At the very least, you’ll probably become preoccupied and ruminate on your misfortune, which might lead you to become apathetic for the rest of the afternoon. How to Deal with Customers who Monopolize Your Time The thing is, a good percentage of time-monopolizers aren’t really conscious of their own behavior. (Unless it’s such an annoying trait, other people have made them aware.) Even if he or she knows their tendency, it’s a very difficult behavior to change. Which means it’s largely on you. Here are a few effective strategies for dealing with customers who monopolize your time: Redirect his or her attention. Instead of cutting off the conversation entirely, steer it in another direction. Ask about his or her specific interests in relation to your mutual business and give them a few options to consider. This creates a bit of a diversion and puts the onus on him or her to move the interaction along in a constructive manner rather than meandering from one thing to another. Reschedule and restructure. You can also reschedule a day and time to meet, with certain parameters so it isn’t open-ended. For example, excuse yourself with the caveat you’ll meet again soon. Set a time and also set a structure or an agenda so that he or she knows it’s all about getting things accomplished in a cooperative, timely manner. Get him or her to focus. If you sense he or she is about to go off on a tangent, grab his or her attention with a point or fact that moves the conversation toward a conclusion. This could be about a timeframe, price, quantity, or something else. It should serve as a way to complete the transaction at hand. Regardless of what strategy you choose, or even if you use a combination, always express your appreciation and let them know how valuable they are to your business. Don’t rush and take time to listen to his or her feedback so you don’t accidentally cause an unnecessary rift that could result in unexpected repercussions. What other suggestions would you give entrepreneurs who experience time monopolizers? Please take a moment to share your thoughts; it could be a big help to others when they need it most! Interested in learning more about business? Then just visit Waters Business Consulting Group.