Advice: Mind the gap

I’ve been out and about some local businesses in the past couple of weeks, gathering support for advertising for a cookbook fundraiser for my kids’ school.

Almost all businesses I’ve approached have expressed interest in the project – yet the thing I’ve been struck by is the yawning gulf between those businesses who could instantly identify that a) this was or wasn’t their target market, and b) that the price point was or wasn’t within their marketing budget.

The fact that the majority of businesses couldn’t identify two of their fundamental business metrics (target market/marketing budget) is more than a little scary.

With secure knowledge of these two fundamentals, you can quickly rule in or out the opportunity. In an effort to try to get to this easy-to-decide method of ruling opportunities in or out, let’s take a moment to explore market share, and see if we can close the knowledge gap just a little bit!

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