To attract the right customers you need to project the right message. In this slideshow we discuss how sending mixed messages or too many messages is bad for business. We also show you how to focus on one audience at a time.

1. Are You sending mixed messages?

2. “If you can’t get a clear, simple
message across to people about why
they should buy your product, you’ll
go out of business”
Fraser Doherty, Creator of SuperJam

4. Don’t try to please too many people
Too much choice leads to indecision and decreases buying
satisfaction

5. Too much jam…
“In a study of jam, consumers were more
likely to buy when offered 6 jams (40%)
instead of 24 jams (3%). Consumers also
reported greater buying satisfaction.”
Source: Cognitive Lode

6. • Every decision you fail to take to focus and simplify your range, is
one more that your customers will be burdened with every single
time they want to buy
• Too much choice can be perceived as a lack of confidence in your
own brand
• You’ll have to work harder & spend more to market the
differences between the products and services in your range, the
more choice you offer
• You won’t be ‘known’ as the experts in anything
Source: Cognitive Lode

8. Everywhere is a big place
To build a strong company you must have a vision.
You need to know where you’re going, in order to get there.
If you don’t have a vision and direction then every road opens up
to you, you can take every path and be anywhere. Sound good?
No. You can’t do everything or be everywhere – who has the
time!

9. Eyes on the prize
Setting a vision lets everyone in your business know what
direction they’re going in, from your vision you can set goals,
which are obtainable targets.
Once you have your goals it’s easier to plan and pick tasks that
will get you to those goals.

10. The company journey:
• Your vision is the compass, it keeps
you steering in the right direction
• The goals are the places to need to
stop at along the way, destinations on
the map that you head for
• Your plans are the maps you use, you
plot out the routes to take you to your
goals
• The tasks are the individual roads
you take

12. Who are we?
“For people who don’t like to peel bananas or don’t know how, we
can peel them for you or teach you how”
Vision
“To make people’s lives easier”

13. Goals
• 6 month goal – We want to have taught 10 people to peel
bananas and have peeled 100 ourselves
• 1 year goal – we want to have 50% of the banana peeling
market share in the UK

14. Our Services
• Training: Will teach people (age 2+) how to peel bananas. In a
consumer or business setting, 1-to-1 or group
• Peeling: Will peel 1+ bananas, next day delivery on orders
under 500. Special packing means they arrive perfect (no
browning or bruising)

15. Audience
B2C
Busy Housewives | Children | Elderly | Disabled | Students
People who like bananas but can’t peel them / don’t want to peel
People who don’t like bananas but who have to peel them for others
B2B
Busy Caterers | Chefs | Milkshake manufacturers | Restaurants
Dessert Manufacturers | Cookery Students | Shops

16. Audience
B2C
Busy Housewives | Children | Elderly | Disabled | Students
People who like bananas but can’t peel them / don’t want to peel
People who don’t like bananas but who have to peel them for others
B2B
Busy Caterers | Chefs | Milkshake manufacturers | Restaurants
Dessert Manufacturers | Cookery Students | Shops

17. How can we help?
Children:
• Like bananas, they are a healthy snack too
• Haven’t learnt to peel them yet
• Parents might not have time or skills to teach
• Children are open to learning new things and parents are often open to
getting them taught things
• Can’t be too high a cost
Target: Aim to parents, tell them about our fun, low-cost banana peeling
classes. We’ll look after the children to give parents a break and will teach
children to peel their own bananas with 100% success rate.

19. Where are they?
• Netmums and similar forums
• Local Schools
• Twitter: any healthy eating or teaching hashtag trending? Any Mums
groups? Any Mum celebrities?
• Childminders
• After-school clubs / Daycare (any national ones?)
• Playschemes
• Mum-centric networking
• Parent and Child magazines

20. How do we cover all of these?
Do they have a twitter account?
• Netmums and similar forums (Yep)
• Local Schools (Maybe)
• Childminders (Probably Not)
• After-school clubs / Daycare (Local – Possibly, National - Probably)
• Playschemes - (Local – Possibly, National - Probably)
• Mum-centric networking – (Yep)
• Parent and Child magazines – (Yep)
• Parent Bloggers – (Yep)

21. Q&A