| Are you a starting entrepreneur? Is it your first month | | | | Yellow Cab. You'll be regarded as |
| of operation?I can hear your knees knocking. Do you | | | | a second rate imitator.Rather than imitate, differentiate. |
| wonder whether you | | | | Provide value adding features to a product |
| can hold your own against the giants that dominate | | | | that everyone considers commoditizes. If the features |
| your chosen | | | | are unique and helpful enough, you'll |
| industry. The entrenched enemy tend to have vast | | | | inspire repeat purchase and massive word of mouth |
| resources, a strong | | | | marketing.Take the example of Hammer Baking Soda. |
| marketing machinery and of course, a powerful brand | | | | Instead of selling their product as simple baking |
| presence.How can one compete against that?It's easy: | | | | soda, they positioned it as a super product that |
| with a little bit of entrepreural guerrilla skirmishing. | | | | removes cooler smells, cleanses, deodorizes |
| Microsoft | | | | and everything else a housewife might need.Apple |
| did it. Gateway did it. IBM did it. Do you think these | | | | wasn't just another PC. They positioned themselves |
| companies started out | | | | as a lifestyle.And Tony Robbins wasn't just a speech |
| big? Of course not. Microsoft started out from Bill | | | | coach. He was an Empowerment Guru- who charges |
| Gate's backyard.You can be a Bill Gates. Here's | | | | $2000 a seminar.COST LEADERSHIPPeople fight |
| how.DOMINATE A NICHEThere's no sense selling | | | | tooth and nail to gain market share. That can be a |
| soap, candies or match sticks to the general public. | | | | problem when competition |
| Everyone from Jack to Jill sells this product. Unless | | | | boils down to price wars. Margins diminish and profits |
| you have economies of scale | | | | sink below the horizon.Compete on cost leadership! |
| and a whopping system to keep costs low, you can't | | | | Source your raw materials and labor from third world |
| fight against the Unilevers of | | | | countries. |
| this world. Let the giants sell the commodities. Stick to | | | | This allows you to cut prices, but maintain margins. |
| a well differentiated | | | | Plus, you give people jobs!Entrepreneurship can give a |
| product that caters tp a small segment of society. For | | | | high that will make many businessowners |
| instance, you can market | | | | forsake sleep and social life just to grow the business. |
| organic dog shampoo to Doberman Owners. Or you | | | | I know- I've been an insomniac |
| can offer custom body kits to | | | | entrepreneur for years. Maximize your company's |
| Honda Type R afficionados.Serve a small market | | | | longevity by following the three |
| segment which the bog boys overlooked. You'll quickly | | | | rules of entrepreneural guerilla skirmishing. You might |
| grow | | | | just end up the next Microsoft!***Joseph R. Plazo |
| loyal customer base.DIFFERENTIATE THE | | | | offers intense leadership executive coaching |
| PRODUCTDo you sell pizza? If it looks like Yellow | | | | and helps folks find great jobs in the philippines. |
| Cab, tastes like yellow Cab and smells | | | | He secretly hopes to attract women to the world of |
| like Yellow Cab, your customers would rather go to | | | | NLP and empowerment. |