Leveraging on soft assets in the market

assets, Leverage, Marketing, possibility thinking, Riding the elephant

I have always spoken about “riding the elephant ” a philosophy which is extremely useful when you are a small player trying to get into a new market.

Sometimes you have a reverse scenario. You have something “deep ” in the market. It could be relationships withkey customers, some typically solutions which only you have, or a place in a specific location.

I remember there was a time about 20 years back, when the company I used to work for used to do trainings for internal staff. So there were multiple training rooms. These training rooms had servers, individual desktops etc.with individual network connectivity.

Many a times, these training rooms used to be vacant. Since we had already spent capital in setting up these class rooms, if left vacant, they were only getting wasted. At that time we were going through a crunch and had to figure out what other possibilities existed for making profits.

So we went about figuring out who else could need training rooms with the specifications that we had. Necessity is the mother of invention. To utilize the asset we had, we now needed to find a buyer who would use the asset only at times when we didn’t use it.

Jay Abraham is a master at building and utilizing these kind of assets. I used the strategies he lists in his book to figure out how we could leverage. We figured that companies could use these rooms, but not everyone needed the individual computers, so those companies were not willing to pay a worthwhile amount. Then we thought of software companies who need to get trainings done both for their staff and customers.

That was the master stroke. Once we could get a handle of who owned customer trainings in these companies, we showed them the rooms and to top it we offered to take care of 2 meals and tea/coffee during the sessions.

It became so good that some of the people who came for the training then asked us about our primary business and we ended up making some of them, our customers for the main business as well.

This was pure profit because the asset had already been paid for, so increasing the utilization only increased the profits.

Till next time then….leverage on what you have and count the gains

Carpe Diem!!!

Every education has a price to be paid

coaching, education, training

In ancient times in India there was a concept of paying fees (dakshina) to the teacher (guru) after the education was over. It could be in terms of whatever the teacher wanted. Money as medium of exchange was not so prevalent in my opinion hence it was generally in kind and typically what the “guru” wanted. The teachers were reverred more than God because it was thought that the route to reach God would not be feasible without a good teacher.

Yesterday while I was listening to a show on ETNow a finance TV channel in India, there was one a very mature fund manager Samir Arora who was getting interviewed.

Through the interview he made a statement which suddenly caught my attention. While he was talking in terms of the financial markets in India, the statement is true for every field. Every education that you get has a price to be paid. In the financial markets, while I have read a lot of books and heard a lot of lectures, what you learn when you start playing the “game” is invaluable. I for example have learnt that I don’t have the psychology to trade even though I know most of the rules.

While there’s nothing better than getting a real life education, it can take a lot of time even though you may not be paying money but you will end up paying with your time.

That’s where experienced coaches can help, if they are in the field you’re wanting to take. That’s why I pay to join programs from Joe Polish and Jay Abraham and others. These kind of coaches can help speed up your learning process, so you save on time.

If you want to save time to get the experience faster, pay the fees to a coach, because you will have to pay for the education either in terms of money or in terms of time.

Till next time then.

Carpe Diem!!!

Energy

Energy, peak Performance

This a big big motherhood statement. It can have completely different connotations for different people.

Einstein created such an elegant equation E=mc^2 which looks at the physical form of how mass can be converted into energy. I am not sure though if we have yet figured out a way to verify the other side of the equation to convert energy into mass. All those of my vintage would remember the English serial Star Trek and Captain Kirk & Mr Spock. They had used the same concept of mass and energy to transport people without physically landing their space craft.

In Indian mythology there’s a special place for the Goddess “SHAKTI” or her various forms in the formation of the universe.

My idea of writing this post however was a little different. Today I was listening to a discussion of Jay Abraham and Paul Adamson of Oyster Yachts.

When he was summarizing the discussion the top 3 skills he listed was Energy, Influence and Flexibility.

Its very rare that people rate energy as one of the top 3 and he put it at number one.

I rate energy as a key factor for success. Energy is what let’s you hit Peak Performance on a consistent basis.

I have written earlier about various experiments that I have done with breathing techniques and Yoga to help improve my energy levels. I have also written about how I am changing my food habits to eliminate white sugar from my diet to increase my energy levels.

Anyone’s performance comes down when they don’t have energy. But they still hurt their body by eating food high in sugar and carbohydrates that drains energy after the initial high.

Another activity – I used to drink about 6-7 cups of coffee in a day. I have brought it down to only two. I am working to eliminate at least one more cup. Its helped reduce my acidity and also the fluctuations in my energy.

I would love to hear from you on your efforts to improve sustained energy levels.

Till next time then.

Carpe Diem!!!

Marketing is Education – Part 5

differentiation, education, Marketing, Methodologies, Positioning, route to market, travel, Trust

In my first 3 posts I was talking about the concept of how education can elevate your position in the market. I have used consultants as examples, I have used Indian brands also. Yesterday I wrote about a French perfume company. Today I will talk about an internationally well known tourism industry brand Trip Advisor.

The best thing about TripAdvisor is that it never tries to sell you anything. You can go look at people’s reviews of hotels, places etc. You can figure out what people liked about a place, what were the best spots etc. All of this is very conveniently put up front. As a matter of fact if you will search about a given location or a hotel in a location – you will typically find Trip Advisor in the top 10 searches on Google. And this inspite of the fact that most of the other search results will talk about the cheapest fares etc.

Initially I used to look at the Trip Advisor ratings for a hotels. What were the other travellers talking about. Slowly I got hooked to the idea of going to the site for everything when I was planning a trip to a place which I had not visited in many many years.

Trip Advisor has a sister site called Viator. So while I was searching for the best places to visit, tickets and other possibilities in New York I also got an option to buy the Travel Pass from them. Guess what, I bought it from them.

If you go on the web to search, you would get a lot of deals giving the same pass at lower rates. But because Trip Advisor has created such a trust relationship because of their education and unbiased user reviews, I didn’t think of even looking for lower options. Now its a standard practice for me to see what Trip Advisor or Viator are offering , what are the user ratings and then buying it from there.

Now does it mean that everyone who comes on the TripAdvisor site also ends up buying from them or their sister site. Absolutely not. And that would be true of all education based methodologies. Not everyone will buy from you. But that would be true for any methodology / positioning that you use. You could choose to have the lowest cost methodology for your positioning, but you would still not get the whole market to yourself. These companies differentiate themselves with the education they offer and create what Jay Abraham calls as position of Pre-Eminence.

Since I like to work with and give business to people I trust, all the examples I have given, till date ,are of companies that have used education to create that trust with me.

Till next time then. See how you can use education to create a marketing pull for your product or service.

Carpe Diem!!!