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B U S I N E S S S K I L L S F O R N O N P R O F I T S
16May2016
NicheMarke+ngForNewAgedCareProviders
youlead.com CopyrightIconicConsul;ngPtyLtd
DaleRenner
youlead.com
Overview
2
Defineyournichemarket
Findyourdifference
Promotelikeaguerrilla
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2
3
youlead.com
New organisation: strategy questions
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• Wherewillclientscomefrom?-e.g.someclientsfrom‘new’,butgrowthwillrequireswinningfromexis;ngorgs
• Wherearethenewopportuni+es? Defineyourmarket-domarketresearch-assumeyoudon’tknow• ‘Under-served’popula;ons• Poorly-servedgroups• Gapsinservicequality• Niche/specialistneeds-e.g.ethnicbackground,LGBTI,medicalcondi;ons
• Isitworthit?-isthesizeofyournichebigenough?
• Bestrongerondifferen+a+onthanexis+ngorganisa+ons• Newproduct,feature,style,approach• BeUer,faster,cheaper
• PromotebeMer,guerilla-styletobreakthrough
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DEFINE YOUR NICHE MARKET
1
youlead.com
A simple definition of marketing
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Understandingneeds……andmovingtomeetthem
youlead.com
2 parts - strategy + tactics
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Nichemarketstrategy
Marke+ngac+vityplan(tac+cs)
OfferMessageChannelExperience
Marketdefini+onSegmentsOffer,geographicfocusValueproposi+on
Direc+ons/guidelinesFrameworkOwnedbyseniorexecu+ves
Opera+onalImplementa+onWhodoeswhatwhen
youlead.com
World of marketing
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marketresearchmarketsegmenta+onproductstrategygrowthstrategyreten+onstrategycustomervalueproposi+onsposi+oningstrategybrandstrategyvisualiden+ty
productdevelopmentpricingpackagingdistribu+onpromo+onsales
messagingcommunica+onscustomerexperienceretailexperiencemerchandisingbenchmarkingwebsitessocialmediaadver+singpublicrela+ons
…manybusinessfunc+onsallrelevanttoagedcare
youlead.com
Need for niche strategy
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Strategy-makingchoices
Can’tdoeverything
Needlaser-likefocus,especiallyifsmall
youlead.com
What is a niche? - choose your segment
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People who live locally People with high income
People with special needs
Daily needs
Food
Cleaning
Medical
Needs
People groups
Examplesonly
youlead.com
What is a niche?
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People who live locally People with high income
People with special needs
Daily needs
Food
Cleaning
Medical
Needs
People groups
ManythingsforagroupoffewpeopleMarketsegmentniche
youlead.com
What is a niche?
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People who live locally People with high income
People with special needs
Daily needs
Food
Cleaning
Case Management
Needs
People groups
Fewthingsforgroupofmanypeople Skill/serviceniche
youlead.com
What is a niche?
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People who live locally People with high income
People with special needs
Daily needs
Food
Cleaning
Case Management
Needs
People groups
Asub-segment Skill/serviceniche
Sub-SaharanAfricanslivinglocallyover80
yearsold
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Your turn - choose your niche
Whomdoyouserve?(describethem)
Details…
Whatneedsdoyoumeet? Details…
Whatgeographyisyourfocus?
Details…
Whatdemographic/segmentoftheagedcaremarket?
Details…
Whatotherspecialcharacteris;csdefineyourfocus?
Details…
Summarystatementofniche
FIND YOURDIFFERENCE
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Your turn - point of difference
• [How will the customer access this solution?]
• [How will the customer learn about this solution?]
• [What exactly are we offering the customer?]
• [What is the holistic customer experience?]
• [What are the key features/benefits?]
• [How much will the customer pay for this solution?]
• [How frequently will they purchase? ]
Offering
Access
Payment
Pointofdifference
• [How does your offer differ from all competitors?]
• [What single idea captures this difference? ]
Keymessage-singlemostimportantreasontochooseyou
youlead.com
PROMOTE LIKE A GUERRILLA
3
youlead.com
5 min marketing for new providers
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• Setbudget,andcalculateacquisi+oncosts
• Drivebrandawareness-whoareyou,whatdoyoudo,creden+als,bonafides?
• Dodigitalmarke+ng
• Local-guerrillamarke+ng-bevisible
youlead.com
Awareness
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• customersneedtoknowyouexist(awareness)
• Clearaboutgoals-marketgrowth,customernumbers• Lookatyouracquisi+onstrategy-mapyourconversions• Getyourmessages+ght• Uselocalchannels• Lotsofcleverwaystogetno+ced-‘guerrillastyle’• Standoutwithaclearmessage…
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youlead.com
Finding you
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• Page-rank-usesearchenginop+misa+on(SEO)trickstorankforkeywords• SpendsmallamountofGoogleAdwords
• MyAgedCarewebsite-adirectoryforpeopletofindyou!
youlead.com
Go deeper - define your market
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FreeCourse Signupatyoulead.com
• 4videos• Frameworks
