Magazines
By MURORI KIUNGA
In Summary
- Real marketing starts before the product is produced and not after.
A top police officer was asked by a doctor why they often take time to answer a distress call.
He said: “Daktari, your profession is different from ours.
When a patient is wheeled to you writhing in pain, it is quite fine to
quickly spring into action with painkiller to relieve pain first then
later investigate the cause of illness and treat it. This is not so for
us.”
He went on to explain that while the call may be
urgent, gathering information is more important than springing into
action without adequate information and preparation.
Whether it is rescuing a woman from rapists,
carjackers or thugs, saving a suspect from an angry mob or busting
criminals from their hideout, the officer explained that any trained
officer knows the importance of researching before taking action.
Otherwise they risk being victims, too.
They have to know who the enemy is, how many they
are, where exactly they are, the kind of weapons they have, whether they
are armed, their line of defence, and so on.
This strategy works perfectly in reducing mortality
rates among policemen who go to offer help and helping those in
distress as well.
This same approach also works well in projects or ventures where the stakes are high and risk is involved like entrepreneurship.
Unfortunately, most people when venturing into business or nice-looking deals behave like doctors and not police officers.
When they are told or learn that money is being
made in certain ventures, whether it is rearing quails, greenhouse
farming, buying shares or importing certain items from China, they
spring into action with all their life savings or what they have
borrowed.
Like a well trained police officer, if you want to
succeed in business don’t be in a hurry to put your money in an
investment or business you don’t understand well.
The risk of you becoming a victim is simply too high. Take time to study the offer or the opportunity.
Ask yourself: Who is the target customer? Who is
the supplier and how sustainable are they? Who are major players in the
sector and how will they react to your entry to their zone? What are
profit margins and, most important, what are the major risks and how
will you overcome them?
The fact that other people are making or purporting
to be making money in a certain line of business is not a guarantee
that you too will do well.
The business may seem smooth and sweet from the
outside but it has its agonies and challenges that those who are in it
have to counter every day to stay in it.
When it comes to success of a business, nothing is
more important than preparation, mostly in form of market research.
Doing your market research well before a launch is more important than
anything else.
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