88 • 100 GREAT BUSINESS IDEAS
In practice
- Talk to your current and potential customers. What do they
value? What are their concerns? What do they want? - Find out what businesses in other industries are doing to attract
customers. - Ask people at all levels of your business, including the “extended
family” such as retailers or distributors, how they would keep
the product appealing. - Plan a series of product enhancements and sales initiatives. A
constant series of incentives to buy is better than a desperate
splurge (or a complacent lack of activity). - Be prepared to test a range of ideas and initiatives. Find out what
works best, where and why, and see whether it can be replicated
elsewhere.