Earlier this month I posted my first “Break to Fix” blog post , in which I shared a little fictional story about how to fix a common business problem – in this case, how to stand out amongst the competition – by breaking the “rules.”
I received a request in the comments from Dennis, who along with his wife, Cindy, is launching SunnySideSpice Company. (Congrats, Dennis and Cindy!) He asked if I would “Break to Fix” his company, and you know me – I can’t resist a challenge like this, so I said, “Heck, yeah!”
In this post, we’ll focus on the same problem our fictional artist “Wolfie” had in my original post – getting noticed. But first, let me address Cindy’s answers to my questions about their target market.
Finding Your Target Market
According to Dennis and Cindy, SunnySideSpice Company’s target customers are “varied” – people who love to cook or grill food; people who want to eat and/or serve more vegetables; big chain grocery stores; restaurants, schools, hospitals and other institutional distributors; companies that process meat; barbecue grill wholesalers and retailers – and every mom on this entire planet who has uttered “Eat your vegetables! There are children starving in (fill in the blank with the latest country featured in a Sally Struthers ‘save the children’ infomercial).”
Whew! That’s a lot of different markets for a start-up to take on, and I can tell you right now, you will make yourself crazy trying to get noticed in all of those markets. It’s fantastic that you’ve zeroed in a super small niche product. Now you need to do the same with your target markets.
The Riches Are In The Niches
My message to you is simple: pick one. Focus all of your energy on one market, and then once you’ve made your mark, branch out. Typically, making your mark happens after you have achieved millions in annual revenue. Of course, every industry and every niche is its own unique situation, but this is for sure: You must dominate your niche before you branch out.
Dennis and Cindy’s "Break to Fix" Story
SunnySideSpice Company focuses on selling dried spices and herb blends for foods like yams, Swiss Chard and legumes. Dennis and Cindy are super smart – creating herb blends for vegetables when so many people are trying “meatless Mondays” and generally trying to eat less meat and more veggies.
The problem is, they’re competing with thousands of spice companies. They need to do something REALLY different to get noticed.
Since Dennis and Cindy are just getting started, they talk with their best buddies, the folks who willingly tried every spice blend this spicy couple cooked up (and Cousin Dale, the ultimate guinea pig, who will do almost anything for a six-pack) to find out what their frustrations are with cooking or grilling their five servings a day.
Turns out, a common complaint among their peeps is they have no idea how much spice to use, so they always end up under- or over-spicing their veggies. There is much debate about what constitutes a “pinch,” and even when they use measuring spoons, they still end up getting it wrong.
They’re watching Cousin Dale and Neighbor Sheila argue about rounded teaspoons when they turn to each other and say, “Pre-portioned herbs.” (Dennis and Cindy have that whole Vulcan mind-meld thing going on – it’s kind of freaky.)
Right away they get to work on creating new packaging for their herbs – REVOLUTIONARY packaging: a bottle that by a twist of the lid, automatically doles out the correct amount of herbs. (One twist = ¼ tsp.) They create a label that helps consumers figure out how many twists they will need, based on how much they’re cooking.
It gets even better: The bottle portions out the exact amount based on the quantity and type of vegetables. Set the dial to zucchini (or whatever you chose), set the other dial to five slices (or however many slices you want) and the SunnySideSuperSpicer doles out the exact amount you need.
They start marketing to “clueless” cooks – people who struggle with spice proportions – through major cooking blogs and by partnering with cooking instructors in their area. Dennis researches other cooking instructors across the country and sends out boxes of free samples every week.
Their idea is so cool, they get tons of press for it, and pretty soon online sales are keeping them pretty darn busy. Soon enough, they’ve had enough success and enough buzz to approach a local grocery store chain with their product. The demand is so great that eventually they have to expand to provide herb blends for meat and fish as well.
Fast forward five years and the SunnySideSpice Company is the go-to brand for clueless cooks, cooks on the go and, in the spirit of their original mission, cooks who want to try new and healthier foods. Good job Dennis and Cindy. Cousin Dale would be proud.
This story illustrates how, by breaking with convention – in this case packaging – any business can fix its differentiation problem. And when looking for crazy, out there, genius ideas, the best source is your target market. Don’t assume what they want; ask them. They know what pisses them off about a product, service or industry, and they know what they wish they could have.
Do You Have a "Break to Fix" Challenge?
Do you have a “Break to Fix” challenge for me? Send ‘em over or comment below. I’ll answer any and all requests – I think. Maybe not questions about the porn industry. Then again…
Great post, Mike. Quick question — how do you find manufacturers willing to create unique packaging? Do manufacturers charge a lot to help you create a prototype?
Try ThomasNet.com (formerly ThomasRegister.com). They have a huge list of manufacturers that can do anything.
Also, one of my favorite sources (in part because she is a business partner of mine, and I partnered with her because of this) is Sarah Shaw of http://www.Entreprenette.com She knows everything there is to know about manufacturing and bringing products to the retail market.
Check out her site for sure!
Very nice….Now to find the spices in Glendale Arizona
#thepumpkinplan
Thanks Frank! Tell me if you have suggestions or ideas that would be out of the box.
Hey Frank… you won the book! I am posting on FB now and will have Morgan reach out to you.
Hey Mike, I love your stuff 🙂 I read and watch everything you do. I especially like the “On a roll” videos and “Break to fix”, oh and the TPE book… and the non-newsletter (hilarious).
Anyway, I’m a software developer by day but my passion is computer game development by night. I’ve been programming since my early teens and I’m confident that I’ve got the skills to find a niche market in a indie game scene.
I’m a one man team with lots of enthusiasm and drive. I know I’m capable of developing a game that would sell (at least, I would buy it). The problem is I’m not really sure how to find my target market. I know I’m targeting “indie gamers”. I also know that as one man I need to keep the project small.
I’m curious to hear your thoughts on how you’d tackle the computer game industry? How would you find a niche market in a market already filled with many unique snowflakes.
Dylan – A really interesting niche, you are in (that is my Yoda talk).
Tell me about your favorite games to play. What is the best game type. Then how you think you could take it to another level. Then who in the gaming community do you know that has this exact same playing passion for the game you are interested in designing.
I think this community can help you design it. They can direct you, beta test, etc.
The idea is to have the community participating in the design. For them to feel they own it, before they own it.
Give me some deets and maybe we can do a Break To Fix story for you
After I read your reply I spent some time really thinking about your questions and a few interesting things happened… wait let me back up a bit.
My favorite game of all time is Valve’s Portal. It’s a first person puzzle game using a few simple concepts to create mind bending puzzles. It’s funny (as in humorous) and fairly short with a kind of cult following. I have the theme tune to as my ringtone, for example. I compiled a list of similar games, coming to a total of just over a dozen. So I guess you could say this type of game is already in a niche market.
I also enjoy a variety of other types of games including zombie shooters, strategy games (from chess to command and conquer), casual / physics puzzlers and action RPG’s. As I get older I tend to prefer games with shorter levels so I can have a better balance with work, family and pleaure.
Ironically, I can often go for months without playing a lot of games because I’d rather be spending my time making games.
Mike! Then something crazy happened. I realised the communities I spend most of my time in are other game developers and programmers. So I rocked over to the forums where the players of my favorite games hang out and I’m already starting to see a different perspective.
Then I had a moment of clarity. A clearer vision of what the game should look like and some thoughts on how I can build it game more efficiently.
I don’t know how you do it Mike, but keep writing books on this stuff and I’ll keep throwing my money at you 😉
That is AWESOME news Dylan. I am actually working on a “Break to Fix” blog right now to dig deep into your situation. Can you email me a picture of you and a picture of your family? Can you send me a picture(s) of your computer setup and maybe a picture or two (screen shoots) of your videos games. And a link to your site too?
Mike *at* Toilet Paper Entrepreneur *dot* com
Wow. Thanks Mike. I wasn’t expecting it to be so personalised. I have some of those pictures ready to go but the others I’ll need to organise.
I was too late on response on differentiating yourself but what a great topic. I sell payroll. Honestly I offer same thing that ADP and Pachex offers and majority of local companies focusing on beating the big two. But you could not tell I offer same exact product because clients respond totaly different. When I go in I do not ask to see the current payroll to quote there business payroll nor will I accept it when they have in there hand ready to give it to me. I tell them that we do not walk in and copy the service that they currently see little value in. I then tell them that I need to know about them and there business so I can develop a plan that fits them. And I tell them as long as they are clients we will always want to keep up to date on there operations so we ensure that what we have in place is best. Now in reality I am not doing anything special when it comes to the processing of the payroll except and I do know how big this is. I give them the percieved value they crave. Plus I allow them to talk about the one thing that still can excite them and that’s there business and visions for the future. 9 out of 10 are closed with no talk of price. Normally price comes up after a commitment to buy has already happened and is a “by the way how is the price going to compare to what we have had? Then they look and say they figured it will be a little higher with what we are providing and that’s ok they just don’t want to be surprised the first payroll. I’ve Been in sales a long time and this still amazes me how things can be so simple yet so many times we make them so damn difficult. Every other payroll salesperson and company I know and have met leads there sales calls with savings and then try to make the case for technology, customer service, and other benifits. But it is almost always price first followed by the benefits. If your going to say your different and that what sets you apart is relationship and tremendous value whey would you go into a sales call and lead with anything other than what sets you apart?
Thanks for forcing me to open my damn mind and put it in drive. I was stuck in park with my foot slammed on the brake for so long but now all has changed
LOVE what you are doing. The fact is no competitor is hugely different. I believe most companies are only 3 or 4% different then their competition. The thing is, though, that just by pointing out those few small differences, the customer can see a company in a whole new light.
If we want to sell what we do, SHOW OFF YOUR IDIOSYNCRASIES. The few things that make you different, for the customer makes ALL the differences.
Mke I owe you for opening my eyes to what was required to put me back to one of the top forward thinkers in my field, something that was in question till I read TPE and I saw the light. Still have work to do but daily I am figuring out what my client desires then I give it to them. Not hard but not done as often as everyone thinks…Its hard to make payroll processing this fresh exiting product and hence everyone resorts to price and tech What they miss is you can make the experience fresh and exciting and to the client in this case thats just as important!
This is quickly becoming a man love-fest. Not that there is anything wrong with that.
Good stuff if you have a product, but what if your product is helping people: coaching, social intervention design, mentoring and motivating? How do you break/fix something like something like that, Mike? Any ideas?
Tons of ideas. That is kinda what I do (coaching a little, motivating – through books more so). One technique is the 180. You look at what is established and then you do the opposite. For example if normally restaurants (particularly in the USA) are eat it and beat it… everyone is rushing… a 180 is to have the patrons stay for a minimum of 4 hours.
Does that make sense?
Share some details on where you get stuck and I will gladly share some thoughts.
I have a great package for young 20’s – $25/mo for mutual funds and $10-15/mo for life insurance. Parents think it’s great, but want their kids to learn responsibility and buy/pay for it themselves. What kind of spin can we create?
One of the first steps would be to figure out WHO your target market really is. Is your audience the parents? Or is it the young adults themselves? That will determine what you want them to do (influence their kids vs. educate themselves). Which in turn determines how you will do that and that tactics will make it happen.
All of these initial decisions will help figure out the messaging. There’s tons of options: You could take a similar “for dummies” approach that the spice company example took or you can take an “insider” approach appealing to people’s desire to get ahead of the pack. There’s the “fear” approach (you’ll die penniless, alone, etc, if you don’t invest now). Or you can go through the “VIP bling bling” appeal — making them feel like they have a financial concierge providing them a constant stream of content, etc.
Great article and out of the box thinking – it seems so simple when you read how others have managed to create that uniqueness in their own product/service – even when it is something that is practically the same as a host of other products/services out there.
Often when you look at your own product/service – you are just so close that it is like climbing a mountain to see those out of the box ideas that you can see much more simply for other people and other people can see it for you …..
Love your break to fix ideas Mike & would love to hear your suggestions on breaking to fix a Social Media product/service?
Right now this is a very busy and noisy platform – there are a lot of people offering & looking for “FREE” and there are many competing in this as a paid for market. I have just launched the Fb Business school and am finding it a challenge to really see the out of the box “this is unique because” right now …… 🙁
Many FB products are showing you how to press the buttons and not WHY you are pressing them & others are showing the strategies but not How2 press the buttons to implement them….Lots of FB programmes are DIY – video packages with no coaching
There are some other member sites and Facebook support groups being offered
So what makes me different – yeeks – I can’t see it right now – other than that I have been told I am refreshingly real and like a breath of fresh air to work with – I over deliver and my stuff is high quality and value – but other people can also say that……… LOL
What do I offer?
I both share the strategies and show you How2 press the buttons
I offer daily emails with short sharp action points – so that there is no hour long task to do on any one day but simply a 5-10 minute action that you can fit into your busy scheduleWe have an exclusive members site with all of the videos – checklists etc for everyone
we also have a private FB group where everyone can support each other – get ideas and feedback and personal help & support from meand weekly live q&A callsMmm – where is my out of the box?
Carol DodsleyBetter known as The How2Girl
Hey Carol – I think I have an idea. Don’t want to reveal it just yet, since I am going to write a blog about it. BUT… tell me this first. Who are are favorite clients? Not their names, but tell me about them… what is unique about them.
I have an herbal remedy company and website, and I even have a unique niche: I make medicine (and beauty products) tha no one else has thought of. Things I went looking for myself and could not find. I’ve been selling locally in area health food stores, and I want to go national. My products sell themselves. Once you try something, you’re back for more and telling your friends.
Where do I start?
You start by “pumpkin planning” your business… meaning, who is your biggest best client right now. But not just the biggest in revenue, but also who you LOVE serving. They are your top client. Once you determine who they are you want to set out to clone them.
To do this, ask where they hang out, what other vendors do they use, what do they love about your industry and what do they hate. Learn EVERYTHING about them. Go and be where they go. Meet their other vendors and build alliance. Do everything to grow that pumpkin. It is all about focus on serving and duplicating the best.
Hi Mike!, I´m enjoying very much your book…toilet paper one!, and trying to apply it into my company, I´ll explain, we are a family owned business with 3 shops in Madrid, Spain, we make and sell daily around 40 references of ready meal food ( home meal replacement), very good staff, high quality on meditarrean ingredients and for a quite low price when compared to our competitors…who quickly adapted to our pricing strategy……the next you can imagine..break down…we can´t be in quality and price at the same time, it is not coherent to the clients, it leads the company to exactly how it is now, just with 3 pieces of toilet paper to redrive a big thing.. Spanish economy is not good, but I profoundly think we did not do well our work, the month of july was first time ever with a decrease on sales of 2 digits, ..which in this country , right now..is not bad!, but this does not make us feel good. We have beautiful shops with some good shop assistants.As from september on we will be implementing home delivery service , at evening and night times, for people just like me who have not the time for buying and cookingwell …Finally, some f my family members who were not open to change, have seen the light!
The first step of reducing number of different dishes, but not quality, has been taken.
Sorry! who are our clients..basically mature people, mums,dadys,students close to our shops..we are very well know as “home made”, you see it and you taste it, is real, but I feel that everything is breaking down!!!, this “way”, is not going to even keep presence in our little niche..
One thing I thought about was to concentrate just in the things we do extraordinary,( lots of temptations from some “director” and employees…this could work well…it was ugly!, but price wise was okey,but manage to to convince them..this is not just the way we breath!)
Then add some international taste to our cart, which is tooo traditional, fix things , done extraordinary, and that´s it!
Then open until late hours and set a delivery service so you could have your homely dinner at home( and not just chinese food, pizzas or mexican!)
And finally, what do we do with the rest of space left at the shop…, I said we could make like mini supermarkets, working night hours, so at the same time you order your ready food, you could also have your bread, milk, yogurts..etc..
I hope this works…please tell me what do you think abour the idea, and if you have any tips on how to “Break to Fix”…?..
And then I thought…what if it doesn´t work quickly!, ….well, we know how to do a few things very, very well, these are not very exclusive kind of food, but we do very well, so why no try to sell them in other countries thay may like spanish food? Don´t worry about the conservation and the packing, we already know about that, so thougth on choosing some European or Arab countries (rich and similar taste) to sell theseproducts.., it might work as well,
So while the shops could improve their performance..I could focuss on one or two products and sell them …
Thanks very very much for your patience on reading this…. 🙂