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Marketing before all else

May 06 2014 07:40
Cape Town - Entrepreneurs can sell anything if they market correctly, efficiently and successfully, said small business coach Bertie du Plessis.

He told Fin24 in a studio interview that the fundamental problem is that "you should not begin with what I can do and how I'm going to produce the product or service, but thinking how I'm going to market and then work backwards".

"Once you can draw up a marketing plan for selling tap water... once you have this... you are ready to start your own business," said the author of Your small business nightmare and how to wake up.

Lamenting the fact that entrepreneurs are always working for free, he said you cannot have a proper business if you are subsidising the business.

On branding, Du Plessis said the brand is actually the personality of the entire company as it is projected towards its market... "and how that personality differentiates itself from all other personalities in the market".

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On the subject of company names, Du Plessis said small business owners spend too much time on trying to create the best company name and too little time on their value proposition.

"Ordinary conversations of human beings is what you should focus on."

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- Fin24

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entrepreneurs  |  branding  |  small business
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