The EBiz Developer - September 2000
The Home Business Developer
now the eBiz Developer
1. Ed speak
2. Ground Zero Targeting! by "Wild Bill" Montgomery
3. More Resources and links.
4 What's Luck got to do with it? - By Malcolm Harvey
5. Check your 'Favourites' ... A business in the making - by Vic
6. Next Issue
1. ED Speak
The restful time spent in August has got me going through the files
of information stored for rereading or filing....that pile growing
in the corner of the office.
I'm amazed at the amount of information, valuable information, that
is just waiting for me to act on. I spent a couple of hours last
night checking out links and sites that I had kept note of...some
over 18 months ago!
The best sites were still there, a few taken over and renamed, the
remainder shadows in the electron field.
How much info have you got stored away...waiting to be filed, acted
If it was important enough to keep then, it most likely still holds
some valuable information for use now.
Stop looking for the gold in the future...you probably already
have some in the corner of your office!
Best of everything,
PS. I'll share some of these finds with you in the Resource section.
2. Ground Zero Targeting! by "Wild Bill" Montgomery
Every business has a "Ground Zero Target", meaning the ideal customer
group that you should be targeting in your marketing efforts.
I have met small business owners who actually have never taken
the time to know who their customers are, what they want or where
they could be found.
They just take anybody who comes their way and are grateful for
Their marketing strategies, if they have any, fails for the most
part, because they don't know who they are supposed to be targeting
or they target to wide of a market to be effective. They are doing
business, but could be doing it so much better by finding and targeting
the ideal group of customers.
I want to be sure you take the time to know who your customers
are and if you are targeting the right group.
What we're going to do today is give you the help to classify these
customer groups and hopefully make it a little clearer what type
of customer group should be your Ground Zero Target.
Take some time and decide which of these groups are most important
to you and your business. assign them a value say from 1 to 10,
10 being the most valuable, one being the least valuable.
You can also add your own classifications to the list. Something
that is important to your business.
Make a list of the type of customers you are currently targeting.
Now comes the hard part. I want you to take a break, clear your
mind and begin to think of other groups of customers that could
benefit from your service/product. If you are having trouble coming
up with other customer groups, don't rush it. Put it away until
later. Take all the time you need. When you are finished (for now,
because more may pop up later) compare them to the classification
list and add up the value of each classification that fits that
# ) They Have To Be Able To Afford You.
There is no point in targeting a customer group who can't afford
your service/product. A good example is a local company I found
was targeting This is the group that has a budget set aside for
the product you are marketing. They know that that will be buying,
they just don't know it's from you.
# ) You Have Already Earned Their Respect.
In this group you have the customer who is familiar with you and
your services or products, and hopefully satisfied with the services
and/or products you provide. You have gained their respect and their
trust. They will seek you out again, if they need you.
# ) Little Or No Competition.
You will find that the more you look, the more possible customer
groups you can find for your service or product. You may find a
that their is a piece of the market that most of your competitors
have passed by or missed.
# ) They Want The Best.
This is the customer group who will pay the extra buck for the best
product or service they can get. You will always have the customer
group who will buy conservatively and the group who is willing to
pay through the nose as long as the know (or think) they're getting
# ) Geography Is Important To Some.
If your customer group is local, this is more than likely your number
10 here. There's no point in advertising to the world if you only
service the surrounding communities. Do you only handle a local
clientele? Do you have to? There are some companies that remain
small local companies because they have not yet opened their market
to a larger audience, who often turn out to be the better target.
# ) The Quantity Of Customers In This Group.
Even if you have found the ideal target group there is no point
in marketing to a group of customers who will to soon be exhausted.
Make sure you have the quantity of possible customers in this group
to support your efforts.
# ) You Can Reach This Group Easily.
You want a group that you can expose your efforts to easily and
often. You want to have a way of reaching your target group. Is
this group seeing your promotion material, your advertising? Are
they seeing enough of it? Is there a way to better reach this group
than what you are doing now?
# ) References.
If you had to choose, would you take on a large project for an unknown
or new company, rather than a small job for a company who is prominently
known for what they do? I hope you said the smaller job. Word of
mouth from prominent business owners or managers can be a major
boost in getting your business where you want it to be.
# ) They Don't Know It Yet, But They Need You.
The group of people who need your product or service, just have
to make them aware that they need you. You have to have a group
of people you know that really need what you have. You may have
your group that you are already targeting. Are you sure this is
the group of people who need your service/product the most?
# ) They Need You And They Know They Need You.
This is the group who has your service/product already on their
mind, they just haven't found you yet. All you need to do is introduce
your business and service/product. They are ready to buy, it's just
the matter of proving yourself and your service/product is what
they are looking for.
After it is all said and done, you should have one group of customers
who come out on top. This is the group your marketing efforts should
be focused on. Consider the business you get from the other groups
gravy on your plate. This is one of many exercises I have picked
Remember, Marketing is an exact science and treating it as such
will take you far.
"Wild Bill" Montgomery
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Resources and Links
Find out the top 100 web sites in many different categories
Need to do some research? Search dictionaries, a thesaurus, acronyms,
anagrams, currency converters, quotes, maps.....and more:
If self-publishing is one of your interests, visit John Kremer's
Need to find newsletters or magazines that are being published
in your field of interest?
Try a key word search at:
Just starting out? Need help putting together your first site...marketing...
IMPORTANT: A fair amount of work goes in to amassing these links
Although there is no way of checking, if you plan to reprint any
links here on your website or ezine, please acknowledge The eBiz
Developer by using one of the following links: http://www.empowersu.com/
4. What's Luck got to do with it? - By Malcolm Harvey
To some people, success is based on luck, a chance throw of the
dice, a random whim of fate. But in reality, luck has nothing to
do with it.
Yes there are occasions when success can be influenced to some
degree by "luck" but it cannot be said that "luck" is an accident.
It is very possible to control, even to predict "luck" by hard
work and concentrating on certain "luck" principles. Such principles
1) Know clearly what you want - if you don't know where you are
going, how do you know when you get there?
2) Have a plan of action - and actually put that plan into action!
3) Constantly remind yourself of your goals - visualise - collect
pictures of that dream car, visit the showroom, sit in the car,
sniff the leather seating, feel the smooth metallic bodywork, take
it for a test drive, know exactly what it feels like so that you
can emotionalise that goal (of course, the same applies to any type
4) Start to act as though you already have achieved the goal -
if you want to be a millionaire than act like a millionaire, dress
smartly, be confident, go to the places that millionaires go to.
I'm not saying that you have to be a millionaire to be considered
successful. I know of and have meet many people who are extremely
successful but don't have a penny or dime to their names, but the
same principles apply whatever your goal in life.
5) Trust your own intuition - You know, if you would only listen
to your self, what you should be doing in each and every situation
and you can come up with all the answers you need. Learn to quieten
the mind and develop your natural "sixth sense".
6) Be flexible - Don't be like a bull in a china shop. Step back,
revaluate the situation and adjust accordingly.
7) Make a decision, make it your own, make it work and die by it
- In other words, make sure it is what YOU want, not what others
tell you you should want, and do whatever it takes, remembering
point 6 above.
8) Stop complaining when things are not going the way you think
they should - Instead, examine the potential outcome of your actions,
sometimes a few backward steps may be necessary.
9) Be generous with your time and money - sow before you reap,
give without expecting a return.
10) Be patience - As they say "Rome wasn't built in a day" - sometimes
things take a lot longer than you imagined - Stick at it.
11) Persevere - The greater the results you want; the greater and
more sustained the effort.
12) Let go of the outcome - Stop striving, allow things to happen
in their own mysterious way. If you supply the energy and direction,
the outcome will take care of itself.
13) Have the courage and conviction to propel yourself towards
14) Cultivate the right attitude - If you have the right attitude
to the job in hand, then half the battle is already won!
15) Discipline yourself to carry out the tasks daily - This is
perhaps the most important principle. Its no use considering to
reach any goal without first learning the discipline to carry things
through - I've learnt the hard way that without discipline to apply
these principles daily you will be setting yourself up for disappointment.
Success and happiness are not accidents. If you master the principles
that influence "luck" you will increase the probability that you
will be in the right place at the right time to accomplish the things
that are most important to you.
So don't just wish that things will come right, make them come
right and people will call you "lucky"
Malcolm Harvey - Publisher "The SuccessTrain Newsletter"
Success is a journey not a destination.
For FREE provisions and route maps go to: http://www.successtrain.com
To subscribe to "The SuccessTrain Newsletter" mailto:email@example.com?subject=subscribe
(Copyright 1999 SuccessTrain.com)
5. Check your 'Favourites' ...A business in the making, by Vic
A task for right now.
Have a look at your 'favourites', all the web sites that you bookmarked
over your travels on the www.
What do they say to you? Can you see any trends, interests emphasised,
specifics focused on? Some of them will be straight forward. A search
for the best priced holiday, fridge, book. But some will be more
specific, more....more you. What do your bookmarks say about you?
Personally and in a business sense?
These thoughts came to me some time back. They emerged after a
particular spate of correspondence with various people about how
to discover fresh ideas, new business concepts...And I got to thinking
about bookmarks. What if your unique record of visits could be made
in to a business, or at the least the 'acorn' of a business.
Your focus on that particular range of interests has created a
'niche', the most delighted concept to all marketers... You will
have noticed the number of articles/letters/posts about creating
your own niche to market to...Well what if it was already there?
Just waiting for you to identify it... And as well as helping you
identify it, you've already got some material to plagiarise, link
Hey, you might even have the makings of an e-Book there!
Let us know what you find.
Best of everything,
It's an old ironic habit of human beings to run
faster when we have lost our way.
Rollo May (1909-1994) Psychoanalyst
6. NEXT ISSUE
Apologies to all. This issue should have seen a resumption
to 'Newsletter from Scratch'.
All I can say is that the project is still valid and developing...
but this being the busiest time of the year, plus a complete redesign
on a new site have left me well, short of time...
With hope and fingers crossed, resumption next month.
Resources focusing on paid advertising...
We have to agree that the effort put in to getting free advertising
rarely is worth it.
So, where is the best place to spend your tiny marketing budget?
Find out next month.
Two articles carrying forward with this theme from recognised experts
in the Internet field... And more from me...with news of my latest
site (well hopefully siteS!)
Best of everything,
The EBiz Developer