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Win Big - Written by Tory Johnson on Monday, February 20, 2012 10:00 - 19 Comments

About Tory Johnson

Tory Johnson is all about spark and hustle at work, dating back to high school in Miami Beach where she joined her all-male debate team—and became the first girl to win a state debate championship. She previously worked at ABC News and then jumped to NBC News, only to be fired unexpectedly a couple years later. The permanent scar from that experience inspired her to shift from employee to entrepreneur and in 1999 she founded Women For Hire. As workplace contributor on ABC's Good Morning America, she is a favorite among viewers who appreciate her no-nonsense career advice. Glamour dubbed Johnson the "raise fairy godmother" for her ability to help women ask for—and get—more money.

19 Responses to “Start Small Win Big Wk 5 Action Plan”

1. Valerie Pallotta says:

   April 2, 2012 at 12:33 pm

   1. Facts and/or benefits about my service that would interest my potential client:

   Using aromatherapy can enhance a person’s quality of life and improve health and wellness. During an Aromatherapy Consultation, I meet with clients one-on-one to get a better sense of their needs. We begin the session by going over the intake form the client completed previously. While going over the form, the client relaxes in a warm aromatic foot bath with the bath salt blend of their choice. Based on the client’s needs, we choose essential oils that are beneficial for the issues the client wants to address as well as oils the client likes. A massage blend is then created using the chosen essential oils. The client uses this blend as a foot massage they apply to themselves before they leave so that they can see how easy it is to incorporate into their own life. The client goes home with the remaining massage blend. Any additional products they order will be delivered within one week. This could be bath salts, an aromatherapy inhaler, a massage blend or lotion, a diffuser and essential oil blend, etc. Every blend I make is customized for the individual client. All blends are made fresh.

   2. Describe someone who would want my service:

   Someone interested in my products and service is someone who values health and wellness. They like to be pampered and cared for but are often caregivers so give to others before themselves. Using my aromatherapy blends can assist them on their path to a healthy and balanced body, mind and spirit. It doesn’t take much of their time and even just the smallest addition of aromatherapy can be beneficial to them.

   3. Where does my target market hang out during the week and weekend?

   My target market is broad, from the mom who is substitute teaching at her son’s school, to the college student who bartends part-time; to the Veteran struggling with Post-Traumatic Stress and the bride-to-be who is stressed out dealing with all of the details of her special day. They hang out at work, the playground, the mall, the library, the coffee shop, etc.

   4. What local and national clubs, organizations or online communities do they belong to?

   They belong to PTAs, Vet-to-Vet groups, Facebook, Twitter

   5. Where are they hearing about my competitors offerings?

   They are hearing about my competitors’ offerings by visiting their retail establishments, in the newspaper, online.

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2. Rochelle Williams says:

   March 15, 2012 at 8:35 am

   Action plan. Facts about my service that might influence my potential customers is our extended hours of operation. Parents are key to purchasing my service. Potential clients hang out at school PTA meetings, shopping malls, parks,clubs, gambling boats, health clubs, churches and restarants. I feel some parent and/or children belong to boy and girl scout events and organizations that involve childrenl. Children and parents hear about my competitors sevices through word of mouth and by driving by the center.

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   Birgitta Jorgenson Reply:
   March 15th, 2012 at 10:20 pm

   I agree that extended hours of operation would be one factor that could influence your potential customer. Another really important factor would be the curriculum you choose to offer. For example, will it be Christian based, or maybe a popular, well-established and researched program like the Creative Curriculum?
   I’m sure you have a list of wonderful services you intend to offer Rochelle. Be proud to list them all… you never know which one on that list will be most appealing to your potential customer.

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3. Bluedolphin Crow says:

   March 7, 2012 at 8:24 pm

   I went through my current customer list and testimonials and that gave me an idea of who my future customers and clients will be. Then I was given the idea to do a survey.

   I sent the survey out to my customer list. I also sent it out to several groups I belong to on LinkedIn.

   I am amazed at how much I discovered! I thought I was shooting mostly for women entrepreneurs of small businesses.

   I found out I have a lot of consultants and coaches on my list and many from the LinkedIn groups that are looking for what I offer as well.

   Very enlightening. So now I’m doing some more research to try to hone this down and put it all together.

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4. Aislinn Gagliardi says:

   March 1, 2012 at 10:27 pm

   This exercise has definitely pointed out the elephant in the room to me, reinforcing the obvious patterns of clients involved/interested in the Irish culture who consistently seek my services. There are definitely others outside of this community, but these seem to cover more than 50% of my clients to date.

   Facts/Features/Benefits about my product:

   - Classical and traditional Irish music in the contexts of performance, background music, event music (weddings, funerals, etc.), private instruction, workshops.

   - Music in private lesson is taught either by ear or by sheet music, and modified to fit each student and where they are at in the learning process.

   - Pricing for lessons: $35/half-hour (under 12 yrs old), $45/hour. Pricing for events: Varies between $250-2,500

   - Clients interact directly with the artist/instructor (me).

   - For events, music requests are taken into consideration up to 30 days prior to the event.

   - Live music vs. recorded music: live music offers a more authentic atmosphere and connection amongst the attendees.

   Potential client:
   Someone who has a disposable income, and who values, prioritizes, and invests in the Arts. Also, see “Patterns of existing customers” below.

   Patterns of existing customers:
   Libraries; retirement communities; families; retirees (parties for their anniversary and their adult children’s weddings); weddings; funerals; hobbyists; teenagers; single women 40+ with jobs in the Sciences; European cafés.

   Where do they hang out on the weekends and during the week?:
   This question I will be investigating in April through market research as part of my extended goals that reach beyond this competition. To some degree, I know that the retirees that I have worked with within the last couple of years are generally involved in weekly activities at the Irish American Heritage Center and/or Chicago Gaelic Park.

   What clubs, organizations or online communities do they belong to?
   Celtic Women International; regional branch of Comhaltas Ceoltoiri Eireann (CCE); mostly local Irish communities; Irish Heritage Singers; local parish communities; Irish American News (IAN); Irish Beleek Collectors; Ireland Network Chicago NFP; Chicago’s Mayor’s Office of Special Events; Chicago Gaelic Park; Irish American Heritage Center (IAHC); Milwaukee Irish Fest.

   Where do they hear about my competitor’s offerings?
   Word-of-mouth; Chicago’s Celtic Fest; Milwaukee’s Irish Fest; Irish Music School of Chicago; Chicago’s Mayor’s Office of Special Events.

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5. Birgitta Jorgenson says:

   March 1, 2012 at 2:50 pm

   The original write-up in my journal is much more detailed than what I have posted here online. It includes lists with specific locations and organizations in my area that I will be tapping into.

   1. Facts and/or benefits about my service that would interest my potential client:

   Irblich Schools is an extension from the child’s home, similar to having an extended family. Parents will feel relieved that their wholesome priorities and environmental values are being fulfilled and honored while their child is at school. They will have a calm reassurance that their child is being nourished in body and mind through the foods that they eat, to their social interactions. There is an atmosphere of openness and sincerity which maintains each child’s innocence. Therefore, the child is free to grow, explore and most importantly, have fun! The child is provided the opportunity to delight in the wonder and curiosity of the world around them.

   2. Describe someone who would want my service:

   Families who avoid toxins in their home environment and are conscious of the impacts regarding the products they purchase. This type of family would be looking for a school that instills environmental stewardship in their children.

   Families who avoid processed foods because they understand the long term health risks they would pose to themselves and especially to their children. This type of family would be looking for a school that educates on personal wellness and nutritional habits as a life long journey.

   Families who want to ensure their child is treated fairly regardless of race, ethnicity, family structure, ability, etc, and where their child is taught to develop respect and curiosity towards those who may appear different than themselves.

   Families who want their child to experience childhood in a natural atmosphere, where they may develop creatively, spiritually, intellectually, morally, cognitively, physically, emotionally and socially, in accordance to reaching his or her fullest potential.

   3. Where does my target market hang out during the week and weekend?
   My target market will be actively involved in a combination of studios for themselves and their children, such as: yoga, martial arts, dance, and gymnastics. As a family, they will bike, hike, kayak and camp together. They will also be found at vegetarian restaurants and fair trade or locally owned retail shops and services.

   4. What local and national clubs, organizations or online communities do they belong to?
   Most of my target market will belong to sites about parenting, the environment, animal rights, health and nutrition.

   5. Where are they hearing about my competitors offerings?
   The closest competition to Irblich Schools’ unique holistic preschool curriculum would be other alternative schools such as Montessori, Waldorf, and Reggio Emilia. Beyond that, it would require educating the general public about this new offering. Therefore, any traditional preschool, daycare or childcare center franchise would be competition initially. Besides word of mouth from talking to other parents, friends, coworkers and family members, my niche target market would see competitor advertisements in local food, health and parenting publications:

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6. Shelby Skrhak says:

   March 1, 2012 at 1:42 pm

   For the Start Small Win Big participants, here is a free VIP worksheet that Darren Hardy uses to gather information about his clients:

   http://www.success.com/articles/1145-this-month-s-free-download

   Come back and share if you found this worksheet helpful!

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   Tami Provost Reply:
   March 1st, 2012 at 3:44 pm

   Hi Shelby,
   I tried to post this comment to Darren’s VIP worksheet post, but the security code system was not cooperating. ~Tami

   Thank you for this resource, Darren! I usually do a quick Google search on my potential clients and their respective school districts. The information I collect on this form will open up an opportunity for me to collect and, ultimately, get to know my client on a much deeper level. I’m looking forward to utilizing it right away!

   Best in Health,
   Tami Provost
   Fit on the Fly

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7. Tami Provost says:

   February 28, 2012 at 12:06 pm

   My “who” – School administrators

   Before I contact a school superintendent, I will do a little research on the district. Nothing fancy, a simple Google search allows me to acquire important issues the district is facing.

   I then will formulate a question, based on my research, before I make a call. For instance, if Mr. Jones’ district is struggling with the highest dropout rate in the state, my question might be “Do you believe health and fitness is important when addressing student retention rates?”

   It’s important for me to say that my first call is N-E-V-E-R about making a sale! It’s about making a connection. What do I have to offer that will make the school adminstrator’s job easier – again, not my offering? Do I have information about another offering that might help him/her? Do I have a contact in another district that might be struggling with the same issue? Once I become a trusted source of information for my clients, then I can begin to build on that relationship in a more targeted approach.

   As an example, I spoke to a school superintendent last month who was perplexed by the fact his schools still offered unhealthy food in their vending machines. And because school wellness initiatives is my “gig”, I was able to put him in contact with a healthy vending machine company AND give him information on how his school might apply for grant money to pay for the machine.

   I have been fairly successful with social media. I was able to pick up over 100 Fans last week by simply offering up a healthy chocolate peanut butter cup recipe once I reached 1500 Fans…it took less than 48 hours! Those of you who “do” FB know those numbers are unheard of! The fact that people will click away for peanut butter and chocolate was not lost on me!!

   I love your idea of creating an online survey! If I want to continue on helping my clients and becoming a trusted source of information, I need to know what informtion they need. I am going to get started on this right away! Thank you!!

   Best in health,
   Tami

   

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8. Lana Malzi says:

   February 28, 2012 at 11:49 am

   In export business a lot of things depend on our ability work with clients through internet and phone calls. Our clients are usually unique people, who do not afraid of dealing with risk and unpredictable situations.

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9. Mary E Juetten says:

   February 27, 2012 at 4:39 pm

   Listen. Listen. Listen. Ideas for marketing and customer acquisition come from all over. Our team can brainstorm and produce business plans but, prior to having an actual product, the best way to test ideas is to get out there and talk to potential customers about their needs. And then listen.

   Customers and customer acquisition is a bit of a balancing act for us. Traklight.com is for inventors, creators, startups, small businesses but our customers may not know that they need our services.

   So our indirect customers are the attorneys, consultants, incubators, centers for innovation, and small business associations who can refer clients to use our services and in doing so, can create business for themselves. So we are targeting both.

   Market research – if you have access to local university student interns or innovation clinics ask for help on a market research project. Our company has used the Arizona State University clinic for numerous projects and the research/ideas have been stellar.

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10. Barb Stuhlemmer says:

    February 26, 2012 at 6:58 pm

    Who
    Business owners who have been in business for 3+ years, have built a fairly successful business and a fulltime + plus job. Someone that is looking to grow their business but is unable to give up any more time to do it.

    Someone looking for a clear growth path. Someone that still has a lot of control and responsibility within their company and not enough systems to allow them to let go of the work that will allow the company to take that next growth leap.

    Where
    The best place for me to find business owners that are looking to implement change are in places where they are implementing change.
    - networking associations with a training component
    - programs, seminars, and courses put on by others
    - speaking opportunities at conferences and associations for me
    - volunteer positions with Business focus (advisory committees, EDO, College)
    -

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11. Elisa Beltran says:

    February 24, 2012 at 1:10 pm

    In real estate our market is a city, town or neighborhood which includes a diverse community. So in Danville, CA we found we create multiple marketing campaigns based on distress level of the property including short sale, REO and foreclosure status.

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12. David Murrell says:

    February 22, 2012 at 9:40 pm

    I read Tory & Robyn’s book, “Take This Book To Work.” In the electrical construction field, we have a code book to refer to when we have questions on how something should be done. This book should be the code book for all employees to keep in their desk, as well as, entrepreneurs. I was amazed at how many questions they answered. I don’t think they missed anything! GREAT JOB!

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13. David Murrell says:

    February 22, 2012 at 9:28 pm

    Knowing your client is important, but which client(s) you know is of greater importance.

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    Shelby Skrhak Reply:
    March 1st, 2012 at 1:39 pm

    Hi David, thanks for the insight. Can you expand further for the community?

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14. Tracy says:

    February 20, 2012 at 8:18 pm

    I learned something SO BIG this week; my movie night turned into something magical. I thought I was going to watch another baseball movie and to my surprise I was inspired my Moneyball.

    This movie is all about the challenge – and I love the problem of the movie” It is an unfair game, we need to think different to be different. If we try to play like the big guys in here we will loose to the big guys out there.” I know I have been a niche product/market but for some reason I thought it was a starting point, and entry position to change to the big guys, I never thought I could win the world series thinking differently.

    WOW – what an incredible task, look forward to this weeks challenge! Thank you

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15. Bobby says:

    February 20, 2012 at 1:28 pm

    Realizing I needed to find my niche market was the biggest AH HA moment I have had since starting my own business. I am always looking for ways to help people but I have realized that it’s alot easier to start a conversation with someone who is currently using products similar to yours price wise and interest level. Otherwise you are working harder and not smarter. Asking questions and then stopping to listen will tell you how to or even if you should proceed.

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    Shelby Skrhak Reply:
    March 1st, 2012 at 1:40 pm

    How and where have you discovered your niche market?

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