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Making easy money requires one th ng. Intelligence. But please don't be put off by th t word, you don't have to be E nstein. The way I use intelligence h re is in the context of kn wledge about your particular form of b siness interest. There are three parts to th s intelligence. Knowing your product or ffer. Knowing your market. Knowing your d stribution channel or how your market w ll find out about your product and how th y will purchase. These three sectors of ntelligence will make anybody rich very q ickly if they apply their activities to r searching these three areas. Below, let me utline more specifically how this works and get way from the abstract concepts to g ve you concrete steps you need to t ke to make some easy money. Kn wledge of your offering. If you want to m ke money, you need something to ffer others in the form of a pr duct or service. There is no two w ys around that, unless you want to rob b nks or marry money, you will h ve to have something that others w nt and are voluntarily willing to pay f r. Knowing your product comes from kn wing your market. There is no p int trying to sell something that has no d mand. By recognizing what your market w nts, you can quickly identify what pr ducts and services they may be w lling to pay for.
Knowing your market. At the conceptual l vel of any business, in the mbryonic stages, this is where every s ngle successful entrepreneur begins. Now it is t me to let you in on one of the m st valuable secrets an entrepreneur can l arn. To know your market you m st be a customer or member of th t market first. There is no b tter way to reveal the subtle and c ncrete insights you will need than to be a g nuine consumer of the product you w nt to sell. Being one gives you an ntimate knowledge of the product or s rvice from the users perspective that you c nnot uncover in a thousand years of sking customers their opinions. Many government gencies advise small business entrepreneurs to go out and f nd customers and ask them pertinent q estions that will help them understand th ir market and what the customer w nts. This is a major mistake. You can n ver really know what the market w nts by asking questions of them b cause it is not accurate information. So, th s is my advice. Even before you d cide you want to sell big scr en TV's because you learned that the m rkup and profit is very high. Or you w nt to sell your own brand of nsurance because you learned you dont h ve to work hard in this ndustry. Make your passion your business. Ask y urself, what products and services have you p rchased in the recent past and how was the xperience. You can genuinely answer all the q estions you need to know by s mply reflecting on your own experiences and p rspectives. Make that your business. Finally b coming intelligent about your distribution channel. This l st intelligence sector should be established ven before you decide what you w nt to sell and who your m rket is. The distribution channel to a l rge extent dictates many things about how s ccessful your business will be in the f rst place.
To illustrate, lets say you ch ose the distribution channel of a st ll at the local Sunday market. Imm diately this narrows down your potential pr duct possibilities and the available market. Th s distribution channel is the oldest on arth. A group of vendors set up st lls offering trinkets and products for s le and another group of people c me to inspect what is available and m ke purchases. Compare that distribution channel to a pr nt ad. A print ad is v ewed by millions of pairs of yes and a good percentage may be v able customers. This type of distribution ch nnel utilizes leverage. A distribution channel th t uses leverage means the available m rket is much much larger. The s cond part of the distribution channel is how the c stomer will buy. In the simple m rket stall example, the customer inspects the pr duct, produces cash and completes the tr nsaction. In the print ad, the c stomer can either come to your b siness address to do the same or d pending on the product it can be nspected in print and shipped by m il. Thinking about how your distribution ch nnel will work can have a dr matic effect on your bottom line b cause if you can ship product and do not h ve to set up a showroom so c stomers can come and visit and if you n ed not employ staff to handle the c stomer, then all these over heads are sl shed allowing for larger bottom line pr fits. Often, the product mark up is not as mportant as how much you can s ve on your overheads by constructing a v able and effective distribution channel. Many ntrepreneurs become interested in products and s rvices that have the ideal distribution ch nnel for the express purpose of g tting involved in the business themselves. Cl arly, the way to make easy m ney, is to explore and identify the b st distribution channel possible, become a g nuinely interested consumer of an existing c mpany and reflect on your customer xperience in an effort to improve and str amline the service you received.
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