Car Wash - Summer 2016 - (Page 36)
TIPS AND BEST
PRACTICES FOR A
BY K AT HLEEN SA F I
THE MARKET IS crowded and competitive. How can you
be sure that your product has the highest possible chance of
success? "Start with a hunch, start with your gut, start with
your feeling, and then quantify that with research," says Adam
von Gootkin, author of Living Proof: Onyx Moonshine's Journey
to Revive the American Spirit and co-founder of Onyx Spirits
GET TO KNOW YOUR COMPETITORS
Knowing the products you are competing against will help
you identify the value that your product brings, customers you
can pitch to, starting price points and potential distributors.
An internet search is a helpful starting place, but don't stop
there. "Get your hands dirty, roll your sleeves up and dig in
on research. Read industry reports; look at every product that's
on the market," von Gootkin said. When starting Onyx Spirits
Company, von Gootkin hit the pavement. "We scoured the
market. We tasted spirits from all around the world. We looked
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at labels. We talked to a lot of people. We went out into the
trade and we talked to liquor store owners, restaurant owners,
bartenders, wait staff, we talked to consumers."
Makenzie Marzluff, founder of Delighted By Hummus, the
Original Dessert Hummus™ had a unique challenge when
it came to identifying her competitors. To liken dessert hummus, an innovative and unexpected twist on the popular savory
spread, to the standard fare is like comparing apples to oranges.
"I knew I was launching something that didn't really exist yet...
I thought my competitors were the other hummus companies.
I went in every store I walked by and went directly to the hummus section." But sometimes when your product is unique, you
need to think outside of the box to identify your true market.
Because her product was so different than what was on the
shelves, Marzluff had to dig deeper to find her product's niche.
"What is the psychology of our customers? What are they really
replacing us with? It's vegan ice cream and vegan cookies, other
processed desserts on the market."
Table of Contents for the Digital Edition of Car Wash - Summer 2016
Letter from the ICA
By the Numbers
Along for the Ride
Employee Training Is Critical to Success
New & Improved
Funding Your Big Idea
Be Prepared to Stop
The Car Wash Show 2016
ICA Unveils New Strategic Plan
Take a Tour
Blast from the Past
Car Wash - Summer 2016