Understanding Market Need when New Printing Solutions and Services -T.J. Tedesco

By T.J. Tedesco

Org stroked his hairy chin. “This core competency business sounds tough. What say we order some feta pizzas, tribe?”

“I’ll take one!” Zoot shouted.

Today’s FIRE! Point:
Start the planning process with a market needs analysis. Identify the underserved markets in your industry. Your new product/repositioning efforts should be based on a combination of positioning/relative niche sizes for current products, new category creation possibilities and your company’s internal core competencies.

FIRE! in Action:
Untapped Market Niches are EVERYWHERE

Mark Reitman runs “Hot Dog University,” a $300, two-day course in the mobile food business. Though the question, “Who would pay to learn how to sell hot dogs?” immediately springs to mind, Reitman reports the course is profitable and he plans to expand it.

Next week: Product talk continues with a discussion on the importance of developing products in line with your core competencies.

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Business Management - Marketing/Sales

T.J. Tedesco Author's page T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.