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Business Model

Differentiate from the Competition

The best marketing strategy identifies unmet needs, and then delivers on them.

Ed Hatton



Stand out from the competition.


A young entrepreneur who is starting a business in the IT project management market is experiencing difficulty getting his business off the ground. He has not been able to attract clients and senses that this may be due to his marketing strategy or market research.


This is a very common problem. Many professionals, often in IT, accounting, HR or marketing, would like to open their own businesses rather than work for big companies.

The questioner thinks that his market research or marketing strategy may be at fault and he is probably right. Many people in his position ask friends and contacts to consider using their services if they start their own business, and they get positive answers. But this is no guarantee that there will be enough work from this source when they do take the plunge.

In classic marketing theory, the questioner needs to identify unmet needs, and then provide products and services to meet those needs. So instead of asking colleagues if they will support him, he should ask them what they are not getting from their current suppliers, and then plan to plug those gaps. This also tells him where his target markets could be, such as organisations like those his contacts work for, where there are unsatisfied needs.

His initial customers will be whoever will buy from him, because the business needs an income. But, getting out of the survival phase will mean going after the customers most likely to require his services. That implies identifying the target markets and then developing promotional plans to make them aware of his company and inviting them to do business.

Marketing promotions need not be expensive. His best opportunities will come from networking with people in his target markets, both in person and on the Internet, using forums like LinkedIn and other social media. He needs a well written profile, a web site and business cards, and he should take every opportunity to talk to groups of people – giving them free advice when he does so.

He needs to consider that there are thousands of IT companies, and most of them offer similar products and services. He must differentiate his business from competitors, and I suggest he does not simply say that he will give better service than others, because everyone claims that – it is not a differentiator.

He can set himself apart with unique products and services or by superior customer relationships and I suggest this is the area he should focus on. Most start-up businesses will rely on the technical expertise of the founder, hoping to grow by gaining business through word of mouth. A better plan is to learn the skills he will need to identify, sell to and retain customers. Yes, I am suggesting that this professional takes a sales course or buys some good books on sales and account management.

He needs to learn how to find prospects to talk to, how to make an approach, write a proposal, present his value proposition, uncover unmet needs, close a deal and all the other techniques of a skilled salesperson. Then he needs to learn about account management and customer relationships – it may sound like heresy to him right now but these may be more important skills for his business than his technical expertise in his field.

At some point he will be confronted by the awkward question of whether  to go it alone immediately or build up his business part-time while remaining employed. If he decides to dive right in he should make sure he has a lean lifestyle or a big savings account to cater for the bad months. Get rid of the gas guzzler with the expensive repayments, pay off debt and pay the mortgage bond in advance. There will be tough times ahead.

If, on the other hand, he decides to start gradually, I suggest he should discuss it with his employers. This is not how most people would work, but it usually pays to be honest. He will have to make sure that his work for the employer is not affected by his start-up; by contrast he should redouble his efforts on behalf of his employer so that he becomes even more valuable. Then, when he does leave, the employer will give good references, and possibly even become a customer. Lastly, I would urge him to take this plunge. The world of entrepreneurship is uniquely exciting, challenging, scary and fulfilling, and he will only experience this wonderful feeling by joining in!

Ed Hatton is the owner of The Marketing Director and has consulted to and mentored SMBs in strategy, marketing and sales for almost 20 years. He co-authored an entrepreneurship textbook and is passionate about helping entrepreneurs to succeed.

1 Comment

1 Comment

  1. Lucky Sibanda Supreme Educator

    Aug 7, 2012 at 14:19

    Thank you for sharing such an article !!!!!!!!!

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Business Model

Organisational Design Disruptions Do Not Occur In A Vacuum: Future Business Models

What is the shape of the world in which models need to operate and how do they come together to build future value?






In today’s ever-changing world, organisations are using a disruptive business model design to build unique approaches to creating value and organisations that are ready for the future.

At all scales, from micro-enterprise to multinational, operating in multiple settings and contexts, rethinking business models has become one of definite ways of offering customers something truly better than what already exists.

To ensure sustainable business growth, businesses need to navigate modern economic development and societal issues and in so doing articulate what meaningful, inclusive and enduring value looks like. In the past, a linear approach to business model design may have sufficed – inputs enter a logical process that creates outputs of value.

Today, to truly deliver a value proposition that can flourish, an understanding of the way that complex adaptive systems come together to create both outputs and outcomes is required. ACCA identified12 characteristics that organisations are combining as they build new business models. The full model and characteristics can be read here.

The accountancy profession is well placed to support the growth of business models of the future that help build resilient, inclusive and prosperous societies, by leading in strategic roles. In order to be ready to make the most of these opportunities professional accountants will demand new skills. Financial acumen, technical knowledge and ethical judgement are attributes that the accountancy profession can uniquely bring to support business model innovation across the three spheres of value proposition, value creation and value capture.

Related: How SMPs Can Support Businesses Looking To Internationalise

But to navigate the contours of a changing economy, new mindsets are required. These include the ability to:

  • think like a system
  • understand how to capture and assess new sources of value
  • build creative capabilities to think differently and problem solve
  • adopt a long-term mindset.

Business models of the future: Systems, convergence and characteristics attempts to answer fundamental questions; why does business model innovation matter? What is the shape of the world in which models need to operate and how do they come together to build future value?

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Business Model

Developing A Business Model That Works

Use these six tips to create the financial section of a business plan that will get your company off the ground.

Scott Duffy




The following excerpt is from Scott Duffy’s book Breakthrough.

What’s the first step in figuring out how to execute your big idea? Creating a working model for your business.

We’ve all been brainwashed into thinking that the best way to do this is to sit behind our desks and write a long, detailed business plan. You know the kind: It starts with a fancy cover and your mission statement, then describes your team, market, product, competition, and so on.

Most entrepreneurs spend a lot of time and resources writing their plan. Too often, they get feedback from all the wrong people. Their friends and family want to support them, but they’re telling the entrepreneurs only what they want to hear — that they have come up with the next Google or Apple or Tesla (keep in mind, none of this feedback is coming from customers).

By the time the entrepreneur gets to the last section in the business plan — the financials — he’s totally sold on the idea. Sometimes the financial section is left unfinished or dropped entirely as the business is launched.

And why not? We’re passionate. We’re committed. We know we can’t fail. So what are we waiting for? Let’s go!

Here’s the problem: Most entrepreneurs change their business model six times when working through the financial section of their plans. While running the numbers, they identify key distinctions with regard to income and expenses. They gain a deeper understanding of what it will take to break even and how to achieve free cash flow. As a result, they come up with better-informed strategies for attaining their desired financial outcomes.

The most important part of the initial business planning process, and the one people most often neglect, is getting your numbers to tell a story that makes sense for you and your investors. If you start at the beginning of the plan only to learn that your assumptions about the business don’t add up once you reach the end, you’ve lost valuable time and money.

Related: The Top Business Models For Your New Start-Up Business

Regardless of whether you’re in startup or growth mode or moving to the next stage of your business, mistakes can be costly, so here’s what I recommend:

1. Start with the last page first

Once I have a basic understanding of what I’d like to build, the market, my target customers, the busi­ness opportunity, and the product, I dig right into the numbers and create a simple one-page spreadsheet that clearly identifies how the money flows. Basically, I write business plans backward. I’ve learned that once the numbers tell the story you want, the rest of the plan will write itself.

2. Don’t wait

Don’t make this process more difficult than it needs to be. Limit your model to one page. Create the simplest, most basic spreadsheet you can that identifies income, expenses, breakeven, cash flow, and the capital required to achieve your outcome. Use conservative assumptions, and don’t rely on best-case scenarios.

3. Get out of the office

You’ll learn more about your business by getting into the market than you ever will sitting behind a desk. At least 50 percent of your time should be outside the office gathering information that can be applied to your plan. That means contacting industry insiders to learn more about the market, talking to prospective customers about their needs, and testing your competition’s products and services.

4. Be careful who you listen to

When we have an idea we passion­ately believe in, we’re convincing. It’s easy for our family and friends to tell us we have a winner on our hands because they want to be supportive.

But when you’re modeling your busi­ness, the people whose feedback matters most are current and potential customers. Listen to what they have to say and apply what you learn to your model. Let their feedback, and not your enthusiasm, sway your projections.

5. Don’t throw out negative feedback

Sometimes it can be difficult to absorb negative feedback in a constructive frame of mind because we’re so close to our projects and have so much on the line. We start rejecting and deflecting feedback that isn’t in line with what we believe.

But honest, educated feedback is like gold — use it to open your mind and ask tough questions about your assumptions. You must be obsessively committed to asking what you can learn from this feedback and how you can apply it.

This is especially important for people entering new markets where they don’t have prior experience. Getting feedback from others who’ve lived in the space will add to your perspective. Sometimes you’ll learn that there are things you don’t know as a newcomer that would significantly impact your financial results.

In fact, this holds true throughout your business’s lifetime. The entrepreneurs I know who’ve built the most successful and thriving businesses are obsessed with getting constant feedback from the marketplace and adapting their businesses based on evolving market needs.

Related: Developing a Stable Business Model

6. Be open to what the numbers tell you

The worst thing you can do is try to manipulate a model to match your assumptions. You need to approach your financial model with a completely open mind.

Recognise that it will probably take longer than you ini­tially thought to get to market, generate revenue, create profits, and accumulate the cash flow you need to operate and further invest in the business. By being open, you’ll be able to make distinctions, apply them to your business, and set yourself on a path to success.

You need to be clear on where you want to go and put a simple and adaptable plan in place to help you get there. The clearer your vision is upfront, the easier it will be to back a plan to help you get there. Being obsessed with customer feedback will enable you to tweak strategy in a way that evolves with the market and helps keep you on top of the competition.

This article was originally posted here on

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Business Model

4 Types Of Business Models To Suit Your Business Concept

There are four main types of business models, see which one suits your business concept.

Alison Job



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Different types of business models suit different types of businesses. A business model is the way that a company sells products to its customers. It describes how a business creates, delivers, and captures value.

What type of business model should you adopt?

A business model defines how the enterprise delivers value to customers, gets them to pay for that value, and converts those payments to profit.

There are four basic types of business model that any for-profit business will fall into:

  1. Manufacturer
  2. Distributor
  3. Retailer
  4. Franchise.
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