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WEBSITE MARKETING

Strategies of Successful Market Offers
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    2004-04-01

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    Strategies of Successful Market Offers
    by Pavel Lenshin


    ------------------------------------------------------------
    copyright (c) Pavel Lenshin
    ------------------------------------------------------------


    USP

    According to economic theories we live in the world of
    monopoly competition. That term shouldn't confuse you, as
    the meaning behind implies competition between many small or
    middle-size "monopolies", that are not monopolies in their
    direct meaning, as they don't control some particular sector
    of economy, rather then they are the prime sources of their
    unique propositions of services or products. That fact makes
    them to be so-called monopolies of their own services or
    products, despite the fact that a lot of other companies
    offering very close, in terms of features and benefits,
    services or products to the market.

    That is why it is obvious that the more unique benefits and
    features your proposition can offer to the market, the more
    "open-minded" market will be towards that proposition of
    yours.

    Since we are usually involved in activity, which is not
    related to raw resources and materials, where uniqueness is
    very difficult to reach, due to the nature of the product
    like wheat, we are capable to offer a product and/or service
    that brings new "way of thinking". While it sounds too
    expressive, the core idea behind is to be new, at least, in
    something.

    Now let us speak more minutely about online e-business
    strategies you may and should apply online.

    1. PRODUCT.

    The product/service your will offer is 100% responsible for
    your long-term success. While it's possible to get some
    profit from useless goods, owing to the professionalism of
    the marketing experts, it won't last long. The "word of
    mouth" marketing is the most reliable long-term marketing
    tool ever existed. That is why it's better to make a
    product you will be proud of, and even having mediocre
    marketing abilities, due to lack of funds, experts etc. your
    product would still have a profitable future, of course if,
    as we stated, it perfectly solves some problems, brings joy
    and so forth.

    How to do it

    Research, analyze and develop it. That is your e-business
    foundation. The best idea that I can give you about what
    product/service to create is that it should be the one you
    will be the most happy to use or utilize by yourself, in
    other words, the product that e-market lacks and you feel a
    great need in. Make it more beneficial by having
    substantially lower price or substantially more benefits,
    features, new way of solving old problems, new service in
    order to make it faster, cheaper, easier, deliver more
    pleasure to deal with. Do you see the point?

    2. THIRD PARTY PRODUCT. License techniques.

    Nowadays, we all hear about resell, reprint or master resell
    rights.

    In short, by acquiring resell rights you are able to resell
    the product you bought for the specified price. So you pay
    license fee and then buy a desired number of products at a
    massive discount (more then wholesale).

    Reprint & redistribution rights are the same as above with
    the only difference - your business entity may solely
    reprint and redistribute the product in specified
    quantities, without any necessity to buy them from the
    licenser. The one who bought the license (licensee) is also
    have a right to customize or brand that product before
    retails, if other is not stipulated in license agreement.
    Sometimes you receive a right to become a licenser and offer
    resell rights to you clients, whereas you keep all the
    generated profits.

    Master resell rights entitles you to enjoy all the benefits
    mentioned above plus the right to resell reprint and
    redistribute rights and sometimes the master resell rights
    themselves. That is truly fantastic opportunity as you
    actually acquire a complete business of the licenser. The
    only priority the licenser has is that he may change and
    develop his product further, where your power is limited by
    customization only, i. e. you are not allowed to change the
    "nature" of the product or service, if other is not
    stipulated in license agreement.

    When we speak about Internet and info (intangible) products
    one thing should be stressed here. Taking into account
    unlimited supply and the way info products are being copied,
    with a press of a button, it is difficult, if not
    impossible, to control their further distribution. Therefore
    resell rights that coming with info products are accepted to
    possess free redistribution rights as an additional feature
    of reprint & redistribution rights. The thing that still
    makes a difference between these rights is customization or
    branding.

    To sum up, let us say that, concerning info products, any
    rights you acquire allow you to distribute, but
    customization of the product is allowed only under reprint &
    redistribution or master resell license agreement, if other
    is not mentioned. That is why, they are sometimes called
    customization rights instead of reprint & redistribution.

    You can also order at wholesale prices before retailing, but
    if your intentions to establish long-term partnership are
    serious, acquiring license is more advisable as you will be
    able to save substantial amount of resources (usually
    financial), brand the product (if poses reprint or master
    resell rights) and generate new income streams by offering
    license certificates to your clients.

    How to do it

    The product/service you choose to license should meet the
    following criteria:

    * Satisfy high market demand;
    * Be innovative (strong USP);
    * Have an acceptable benefits/price ratio;
    * Reflect your business "likes";
    * Reflect your long-term business strategy and marketing
    potential.

    You should take your hand on the pulse of economy
    development in order to proper track the trends. It doesn't
    matter what economy sector or market demand these trends
    belong to, what does matter is how you track and analyze
    these trends in a sphere or scope of activity you work in.

    If you are like me, an info business operator, the main
    priority to you in searching for license deals is to
    anticipate the possible high future demands. That is also
    true when you are developing your own product/service. If
    you find a product that perfectly suits your current
    business and meets criteria mentioned above, then chose what
    license to acquire and go for it, or contact the owner and
    offer him to acquire a license or have a discussion about
    considering new terms of license agreement, no problem
    should arise in that case.

    3. PACKAGE.

    Other front you can strike from is to bundle
    products/services into another unique offer. Don't think
    that it's too easy. This way demands much more financial
    investments and even more time on market research. Your
    "package" of products or services is nothing more then a
    number of third party's products/services, which were
    licensed by you, accompanied or not with your own offer(s)
    into some new product that is implied to offer complete
    solution.

    How to do it

    Here is a brief example that shows, which direction you
    should move.

    Let assume that you are running a web-site selling dietary
    supplement capsules and quite often you get emails from
    thankful customers asking you to solve their other health
    problems or provide them with a recipe of healthy diets to
    lose weight etc.

    What you can do is partner with fellow marketer, who is
    successfully offering brochures and other materials on the
    best diets to lose weight as well as with another e-business
    owner who promotes ebooks on how to solve minor health
    problems indoors. You can even acquire a license to resell
    some light sport trainers, just reassure via independent
    research that these offers are reliable and beneficial for
    your customers and not frustrate and ruin your positive
    image.

    So by setting up these deals, you are not only answering the
    question - what health food should be, but also starting to
    provide a complete package of products and services on how
    to keep everyone's body in good shape. That's it.

    CONCLUSION

    The way you choose is yours and yours only. Make yourself
    feel comfortable with it, let your business and your future
    plans be comfortable with it. And never forget about the
    market - as a place where you develop your business. You
    should follow the market, anticipate it and satisfy it in
    the best possible way.

    This is the only attitude that may almost guarantee your
    success, unless you are still looking for new
    "revolutionary" matrix schemes, super "breakthrough" offers
    of the next 22 century, or these fake last-chance programs
    like "jump-in-today-get-rich-automatically-tomorrow" or
    "all-job-is-done-for-you-just-pay-now" :0) You may continue
    that list.

    ------------------------------------------------------------
    Pavel Lenshin is a publisher of NET Business Magazine,
    professional web-developer and CEO of:
    - http://ASBONE.com/ - informational portal and provider of
    discounted internet services for entrepreneurs, including
    internet access, web-design and hosting;
    - http://InfoAlchemist.com/ - a must-have business library.
    ------------------------------------------------------------

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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