Disney has a strategy to increase its bottom line and squeeze more revenue out of its most iconic assets – price people out of its theme parks. This definitely seems counterintuitive, but it actually makes a lot of sense when explained. On its face, this sounds ridiculous, except it does seem to have a lot of potential and that’s why the executives are making some very bold moves. Why Disney is Purposely Pricing People Out of its Parks Disney has a serious problem with its parks – they are just too popular and that means they’re overcrowded. Anyone who’s been to its theme parks, particularly over the last several years, has most definitely noticed this. The predicament is most pervasive in Orlando, where ride wait times have gone up to as much as 420 minutes or 7 hours. You read that correctly. Just last week, its newest and most anticipated attraction, Rise of the Resistance, recorded a wait time of seven hours. This, despite the fact the experience opened in December 2019, nearly three years ago. Be mindful of competitors. If they are raising prices, it’s easier for you to do so too. Don’t forget to evaluate how your customers will react (fully accept the increase, stop, or lower purchases) as well as the possibility of maintaining price to generate higher volume (stealing customers from rivals). If the competition holds steady on prices, there is less opportunity for a hike. —Harvard Business Review And, it’s not just the latest and greatest rides and attractions either. Some of its oldest staples routinely experience wait times in excess of an hour, even two or more. What’s more, wait times for sit-down restaurants can easily be two or more hours for anyone without reservations. (By the way, those reservations must be made three to six months in advance.) Just these anecdotal figures should tell you something – the parks have way too many people visiting. In fact, exiting Main Street in the Magic Kingdom after the fireworks show can take up to two hours to get from the park exit to the parking lot on busy days (a twenty-minute trek when crowds are super light). Of course, anyone who looks at these figures would think that Disney would be very happy with its premium capacity. But, as executives have explained on various earning calls, their per capita spending in the parks is somewhat paltry – particularly among annual passholders. Annual passholders are a problem for Disney because they present a conundrum. While they pay a premium for their privileges, they spend relatively little money in the parks. Conversely, families and couples traveling from out of state or from international destinations spend quite a bit of money in the parks on top of the pricey admission. In other words, annual passholders come in through the gate, spend a few hours enjoying rides and attractions, and then leave. Meanwhile, couples and families making dedicated trips plunk down a lot of money on things like hotels, souvenirs, snacks and dining, and Genie Plus (a paid skip-the-line service), as well as special experiences. Should Your Small Business Raise its Prices Too? For the foreseeable future, Disney will continue to raise its prices on everything: admission, food, merchandise, and services and experiences. The company plans to earn more money from fewer visitors. This brings up an interesting question – should your small business follow the same strategy? If you haven’t raised prices in quite some time and/or offer discounted rates to be out pricier competition, it’s probably a good idea to consider. Plus, if your business needs substantially more customers than your competitors to turn the same profit, it’s definitely worth exploring. To answer these questions and more, speak with an experienced business consultant who can assess your situation and help you determine a new pricing strategy. You just may be losing out on revenue that could be going to your bottom line. Interested in learning more about business? Then just visit Waters Business Consulting Group.

How Established Businesses Can Smartly Break into Emerging Cottage Industries The business landscape is constantly evolving, and emerging cottage industries are a testament to this incredible dynamism. These small-scale, niche markets often represent new opportunities for both startups and established businesses alike to explore. However, established businesses face unique challenges when entering emerging cottage industries. So, let’s go ahead and take a look at what to expect. Why Established Businesses Should Consider Entry Obviously, existing companies with a solid customer base would expect to grow their profits by getting into new spaces. But, there are other advantageous motivators. For instance, established businesses should consider entering a new cottage industry for several compelling reasons: Diversification. Entering an emerging cottage industry can diversify an established business’s product or service portfolio, reducing reliance on a single market. Growth potential. These industries may be in their infancy, offering significant growth opportunities for early entrants with proven business skills. Consumer trends. Many consumers prioritize local, artisanal, and sustainable products, making these markets attractive for established businesses. Plus, getting into a cottage industry can create a competitive advantage. Entering early can establish a strong foothold, making it difficult for competitors to catch up. Strategic Ways Established Businesses Can Enter New Cottage Industries Emerging cottage industries are small, niche businesses that are often based on traditional skills or crafts. They are usually started by passionate individuals who are eager to share their products and services with the world. Established businesses can see a number of benefits to breaking into emerging cottage industries. These industries can offer new opportunities for growth, innovation, and differentiation. They can also help established businesses to connect with new customers and markets. However, there are also some challenges that established businesses need to be aware of when breaking into emerging cottage industries. These industries are often highly competitive, and it can be difficult to gain a foothold. Additionally, established businesses may need to adapt their business models and strategies to succeed in these new markets. Here are some tips for established businesses on how to smartly break into emerging cottage industries: Do your research. The first step is to identify emerging cottage industries that are relevant to your business and that have the potential for growth. Once you have identified a few potential industries, research them thoroughly to understand the trends, the competition, and the customer base. Identify your niche. Once you have a good understanding of an emerging cottage industry, you need to identify your niche. What unique value proposition can you offer to customers in this market? What products or services can you provide that no one else can? Partner with existing businesses. One of the best ways to break into an emerging cottage industry is to partner with existing businesses in that industry. This can give you access to their customer base, expertise, and resources. Invest in marketing and branding. It is important to invest in marketing and branding to build awareness of your business and your products or services in the emerging cottage industry. Make sure that your marketing and branding are tailored to the specific needs and interests of your target customers. Be patient and persistent. It takes time and effort to build a successful business in any industry, but it is especially important to be patient and persistent when breaking into an emerging cottage industry. Don’t expect to see results overnight. Entering emerging cottage industries can be a rewarding venture for established businesses. With thorough research, strategic adaptation, a commitment to authenticity, and a long-term vision, these businesses can successfully navigate and thrive in these promising markets. By understanding the unique dynamics and values of cottage industries, established businesses can harness new growth opportunities and stay ahead of the curve in an ever-changing business landscape. Interested in learning more about business? Then just visit Waters Business Consulting Group to learn more about us and the services we offer. You can phone 602-435-5474 or send us an email.