January 29, 2010

Why a great business plan chooses ‘WHO to SERVE’ very carefully

WHO to SERVE: Discover Their Cravings And Secrets

Traditional business planning is broken.

It wastes resources.

To grow, ask: “WHO do you want to SERVE?”

Not all customers are equal.

Some fuel growth; others drain you.

Choosing the right ones is mission-critical.

The Hard Truth

If customers can’t meet your HOW BIG 24-month revenue growth goals, they’re not worth chasing.

They’ll suck up resources and leave you short.

HOW BIG you want to be dictates WHO you SERVE.

Stop being sentimental.

Loyalty to unproductive customers feels good but won’t deliver growth.

The WHO to SERVE Rules

▪️Target low-share, high-growth groups.
▪️Focus on double-digit growth customers.
▪️Stick to accessible geographic segments.
▪️Identify high lifetime value customers.
▪️Serve loyal buyers who require minimal effort.
▪️Dominate segments where you’re strong.
▪️Choose the MINIMUM number of groups that deliver your goals.
Focus on the critical few, not the “possible many.”

What Does The WHO “CRAVE”?

Understanding their needs isn’t enough.

Know what they CRAVE.

▪️Dig deeper than surface-level needs. Discover their desires.
▪️Identify emotional triggers. What do they value most? Convenience? Status? Security?
▪️Surprise them with what they DON’T expect.
▪️Deliver an irresistible offer. Excite and surprise them, don’t just meet their needs.

The Tough Decision: Walk Away

If customers can’t meet your growth needs, walk away.

Redirect energy to those who will.

The Bottom Line

Choosing WHO to SERVE is make-or-break.

Be ruthless.

Focus on the customers who fuel growth.

Your business’s future depends on it.

Cheers,
Roy
My Podcast Show Audacious Moves to A BILLION shares the specific Moves I made to achieve jaw-dropping growth in an insanely competitive internet business.

”The Audacious Unheard of Ways I Took a Startup to A BILLION IN SALES” is the latest in my BE DiFFERENT or be dead Book Series.

• Posted 1.29.10 at 01:53 pm by Roy Osing
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