 |
|
|
CUSTOMER SPOTLIGHT: PERSONAL CHEF CHERYL JAGODA COOKS UP SUCCESS ONLINE
|
|
After cooking for friends and family for years, Cheryl Jagoda decided to become a personal chef. Now Cheryl plans meals, shops for ingredients, brings her cooking utensils into clients' homes, and prepares healthy home-cooked meals to suit her clients' tastes. While her services focus on a very specific geographic area, Cheryl has leveraged the Internet to turn a personal passion into a successful local business. This month we review the success strategies Cheryl has used to get ahead.
Success Strategy #1: Market Your Business Where Customers Are Looking
Cheryl knew from her own use of the Internet that a web site would play an important role in her marketing efforts, even as a locally focused business. "When I want to learn more about services in my area, when I need to find something for my kids, or when I'm trying to plan a vacation - the Internet is a great way to do it," says Cheryl.
When she founded her business, Cheryl knew she could target customers like herself who used the Internet's broad reach to find niche services from local providers. "I realized it was going to be the smartest thing to have a web site up and running." Cheryl chose Yahoo! Web Hosting Starter to host her site.
Success Strategy #2: Stretch Your Skill Set
"One of the basic challenges of starting your own business is you've got to get out there and do networking. That's out of my comfort zone. I don't want to feel too pushy, but I'm passionate about what I do so it's easier to talk about what I do," says Cheryl.
Networking may not come naturally, but Cheryl has realized that it goes with the territory of her business. "If I have six clients I'm cheffing for, the reality is that someone is going to drop out or not need you anymore, so you constantly are having to find new ways to market yourself, thinking outside of the box, and always figuring out a different edge to take in terms of how to get out there."
Cheryl has also stretched herself to become her own site designer and webmaster. "Starting a business, you always think fiscally," says Cheryl. Rather than pay someone to design a site for her, she decided to build her own site. "I figured the learning curve might be a little steep, but I was going to find something that was user-friendly and definitely going to try to do it myself." Cheryl uses Yahoo! SiteBuilder, a free site design application available for customers of Yahoo! Web Hosting and Yahoo! Merchant Solutions. Designing her own site has saved time and given Cheryl tremendous flexibility. Instead of setting up meetings with a designer and sending files back and forth, "I can just go in and make the change," says Cheryl. "If I receive an email testimonial, I can cut and paste and put it up today."
Success Strategy #3: Leverage The Expertise of Others
Before launching her business, Cheryl joined the Personal Chefs Network, an organization that provides training and information for people looking to establish businesses as personal chefs. Through the group, Cheryl learned about marketing materials, content templates, and web site ideas that were specific to her type of business.
Cheryl was also able to connect her MarinChef.com web site to the Personal Chefs Network's web site. This allows Cheryl's small business to benefit from the larger Personal Chefs Network's marketing, promotion, and traffic-generation efforts. "Joining the Personal Chefs Network was fairly high cost but it was well worth it," says Cheryl. "I'm in their database, so someone looking for a personal chef on their web site can search, see a link, and link to my web site."
Success Strategy #4: Be Willing to Spend When the Return on Investment Is High
When it comes to non-essential spending for her business, Cheryl says she is "not really an advocate of going out and buying everything new until you start getting clients. You can go out and invest in a few more things - the ‘have to haves' versus the ‘nice to haves' - and then as I get more clients, I can pick up some more things on the list."
Aside from her Personal Chefs Network dues, marketing programs have been Cheryl's next highest start-up cost. These expenses have paid off in increased visibility and more customers. For example, when Cheryl first built her web site, she took advantage of a free 90-day trial of Submitnet, a service that helped her optimize her site for search engines and submit it to multiple engines at once. "They made it easy to understand what I needed to do with my web site to make it show up on search engines," says Cheryl. "I've been really happy with how that worked and I'm paying now for that service because it was valuable."
Now, because Cheryl has been tracking where prospects hear about her business, she knows people who found her through search engine listings and she's pleased with the results.
Success Strategy #5: Use Your Web Site as a Sales Force
Currently Cheryl works by herself, with some back office support from her husband and occasional help from an assistant chef. Cheryl's web site sells her services on her behalf, so she doesn't have to spend as much time promoting her business.
"I think the web site gives your business credibility," says Cheryl. Instead of having to sell someone on her services, Cheryl instead gives them her business card with her web address. Prospects visit MarinChef.com, where they can view sample menus and more details. Because hiring a personal chef requires some discussion among family members and is a considered purchase, Cheryl provides as much information up front as possible. These details educate prospects before they contact Cheryl, allowing the busy chef to focus on excellent customer service and great food!
Success Strategy #6: Don't Be Afraid to Change Your Plan
Since founding her business last June, Cheryl and her husband have tracked the company's success on a monthly basis. The business has been quite successful this year, and Cheryl stresses how important it was for her to be very clear on her business plan. "You need to know what it is going to take for you to turn a profit and figure out any hidden costs. For example, when I do catering I have to go to a commercial kitchen, rent it out, or find one to use. I need liability insurance. You really have to put it all down on paper and really think through your idea and be realistic in your expectations."
Cheryl continually integrates her monthly figures back into her business plan, reassessing costs and profits as her business grows. "I think people don't realize your business plan can change," says Cheryl. "There are things I never thought of putting in that we've added. For instance, I had requests for gift certificates, but I hadn't thought that through." After selling her first gift certificate, Cheryl realized she hadn't priced it as effectively as she might have. She went back to her business plan to re-figure the appropriate pricing, so she would be ready for future gift certificate requests.
Success Strategy #7: Consider New Ventures That Support Your Existing Business
After getting her personal chef business up and running, Cheryl is branching out this month with a new food product, called CJ's Stix. Along with two partners, she'll be producing and distributing her own signature gourmet chocolate treats. For years, Cheryl had been making these treats for holiday gifts. Friends had encouraged her to sell them, but she didn't think she had the time. Now, with her chef business underway, Cheryl realized her chocolate treats would be a wonderful complement to her personal chef business. She can build visibility as a personal chef through the marketing of her gourmet chocolate treats and extend both brands simultaneously. The success of either venture is likely to fuel the success of the other, creating additional benefits for both businesses.
Success Strategy #8: Do What You Love, Love What You Do
Perhaps the most valuable strategy to learn from Cheryl's success is to turn a personal passion into a viable business. "I'm the happiest when I'm cooking," says Cheryl. "For a lot of people it's a chore - I even love to grocery shop! Spending time in the kitchen is a treat for me."
Her recommendation to up-and-coming entrepreneurs? "By all means - if it's something you're passionate about - figure out a way to make it happen! I put a lot more hours in now but I'm a much happier person because I'm doing something I love!"
Related Links
MarinChef.com
Yahoo! Web Hosting
SiteBuilder
Submitnet
^ Back to top
|
|
|
|
|
|
|
|
|
MARKETING INSIGHTS: PROMOTE YOUR BUSINESS WITH NO-COST MEDIA
|
|
When was the last time your business made news? Newspaper articles, magazine features, and television coverage offer no-cost ways to promote your business. This month we look at what it takes to pitch a story that reporters will want to cover.
How PR Can Pay Off
If you've already looked into advertising programs for your business, you know how much it costs to run an advertisement in a local newspaper or industry trade publication. Pricing for these advertisements is usually based on the size of the reading, viewing, or listening audience for a particular media outlet, as well as the perceived value of appearing in that outlet. While you may have the budget to run regular advertisements in major newspapers or with a big television program, consider that a single article or news story in one of these media outlets would reach the exact same audience of prospects - for a fraction of the cost to your business.
Know Your Audience
The first step in pitching news to the press is to consider your target audience and determine where they get their news and purchasing information. You can gather this type of data through surveys on your web site or conversations between your staff and your customers. If you sell products or services that target a particular trade or industry, you probably already have a good idea of the trade publications that appeal to your audience. These are the types of magazines or journals where you'd like to see positive stories about your business. Similarly, you may be able to identify radio or television news programs, local morning shows, and other outlets that cover stories that your business could fit into.
Know Who Reaches Your Audience
After identifying your target publications or other news outlets, spend some time getting to know who works for those media outlets. Will your business be able to make news as a new business venture, a human-interest story, a new trend in the style section, or some other part of the paper? Which reporters cover those stories? Which editors or producers oversee these publications or radio or TV news programs? Make note of the reporters and editors who cover stories that would be of interest to your customer base.
Plan Your Pitch
Next up, you'll need to decide what is newsworthy about your business. Here's a place where you can get creative. What makes your business unique? Do you offer unusual services or products? Is there something distinctive about how you got into business, the type of customer service you offer, or your product line that might make it stand out from the crowd? How are you forging a path in your field? Do you have a new partnership to announce, or are you using the Internet in a unique way to support your sales? Do you have quirky gift ideas to suggest for a holiday gift guide? Or are you a local example of a nationwide business trend? Any of these ideas could be the foundation for a great story.
When you find a captivating story idea, boil it down to a short description that you can pitch fast over the phone or via email. Then contact the journalists you've identified who may be interested in this story. You can reach most newspaper and magazine journalists directly through the parent publication or station's directory. Journalists do tend to be very busy people, so keep your communication brief and to the point. Depending on the type of media outlet you're working with, the writer, editor, or reporter may ask you to fax, email, or mail a press release or story outline to provide more details. A press release is essentially a news article that you write, covering the what, when, where, and why of your event or story, which provides useful background for whatever coverage the media outlet goes on to write or broadcast.
If you don't have an obvious angle for a news or human interest story, you may want to plan a special event that would garner positive media attention and play well with your target audience. Examples of such events might include a philanthropic venture or community organizing effort - just as long as the event speaks to your target audience and would support your company's brand attributes. Another alternative is to submit your own editorial or personal essay on a topic that shows your business expertise, indirectly promoting your business. You'll need to look into the particular media outlet's rules for submissions of articles and editorial letters.
Know the Value of Media
As your business grows and you plan for the year ahead, you may find it worthwhile to build professional PR representation into your budget. If you find pitching your own stories to be intimidating or time-consuming, you can outsource your media relations work to a PR firm that specializes in cultivating media relationships, knowing the appropriate editorial contacts for different outlets, writing press releases that get picked up for coverage, and tracking your appearances in local and national media.
Whether you go it alone or hire an expert, media coverage offers a very cost-effective means of publicizing your business and increasing your visibility in local, trade, and even national media outlets. If you haven't already explored the possibilities of PR, perhaps 2005 is the year to give it a try.
^ Back to top
|
|
|
|
|
|
|
|
|
PRODUCT UPDATE: CHANGES TO THE WEB HOSTING CONTROL PANEL
|
|
Changes to the Web Hosting Control Panel
When you sign in to your account next month, you'll see a new, reorganized Web Hosting control panel that makes it even easier to create, update, and manage your web site. Here's what you can expect to see:
- We've completely reorganized and rebuilt the control panel, dividing our Web Hosting tools and services into logical categories separated by tabs. Our new interface allows you to access the tools and services you use most often, quickly and conveniently.
- All Web Hosting customers will have access to a new Getting Started module, where you can easily choose a site-building tool and set up your web site. If you're new to Web Hosting or interested in building an additional site, you'll find useful tips and streamlined instructions that make it easy to begin. And if you're already a savvy Web Hosting user, you can simply delete the Getting Started module so it won't get in your way.
- You'll also see enhancements throughout the Control Panel, like our new QuickLinks feature that makes it easier for you to find what you're looking for and complete tasks even faster.
Whether you're creating a new site, updating an existing site, managing and editing HTML files, uploading pictures, or trying to increase your traffic, our new control panel improvements should streamline the process. We'll be bringing you these changes later next month, so stay tuned!
^ Back to top
|
|
|
|
|
|
|
|
USE EMAIL FOR CUSTOMER RETENTION
by Richard Tawfik, Chief Marketing Officer, Got Corporation
|
|
Coming together with family and friends over Thanksgiving is a wonderful tradition. Yet, we all know that meaningful relationships are not built once a year over turkey and mashed potatoes. We communicate with each other regularly throughout the year, and show that we care by asking questions and giving advice. We make ourselves available. The same rules apply for business relationships too: You can build lasting and rewarding relationships with customers to increase sales.
How Can You Generate Repeat Business?
If you're not generating the type of repeat business that you would like, chances are you're not truly connecting with your customers. Think about your customer communication strategy in the same way you think about your interactions with family and friends. It's not about once a year holiday blasts or "BIG SALES!" - it's about building loyal relationships over time. It's about reaching and connecting with your readers and getting them to welcome you into their inboxes, to look forward to the information that you provide.
Relationships Are the Answer
How do you turn one-time buyers into lasting relationships and develop continuous business with your customers? The answer is simple: Get involved with your site visitors and customers. Ask questions and get interested.
Email is a great vehicle for establishing customer relationships because it's fast, cost-effective, and measurable. Instead of sending mail only when you want to sell or attract new customers, you can use email to learn and follow up. For example, you might send a survey or poll via email that lets customers rate your products and services. Then, you can follow up with a "Thank you!" mailing. You might even want to include a rebate as a thank-you gift that drives sales and further strengthens your relationships!
Through these types of interactive permission-based communications, your readers will start to feel like they know you, like you, and trust you. Developing relationships day after day, month after month, year after year, is the key to generating repeat business.
Communication Is a Two-Way Street
By actively listening to customers' comments and requests, you can serve their needs more effectively and build even stronger relationships. It's critical that your company provide contact information, such as an email address, mailing address, and phone number. To encourage feedback, invite users to reply to your messages and tell you how they feel about the job your company is doing. As an added incentive, try offering a coupon to everyone who fills out and returns a brief questionnaire. You're likely to learn more about potential sales opportunities and customer needs that you previously had not considered. More importantly, you'll show your customers that you care about the quality of your products and services, and that you're willing to go the extra mile to meet their needs. There's no better way to ensure repeat business and guarantee that the next time customers need something, they'll turn to your business first.
Measure and Improve Results
Emails and phone calls aren't the only way that your customers speak to you. Monitor your open and click-through rates over time to see how recipients are responding to your emails. As you learn which links achieved the most clicks and which generated the most interest, you can use these results to modify your approach and build more effective communication strategies in the future.
Be the Expert
Once you start listening to your customers' needs and connecting with them on an individual level, you'll know what type of content they want to see. You'll have acquired the customer intelligence to fill your newsletters with information that really speaks to your readers.
Keep in mind, people buy from friends and experts. When you regularly send your customers valuable mailings that pertain to them, you become both a friend and an expert. Customers will be more likely to trust your advice and see you as capable of delivering solutions to their problems. Over time your emails will benefit both you and your customers. Your messages will provide an informational resource for your readers and a retention, loyalty, and sales tool for you. Better yet, readers will be more likely to pass along an email that holds real value for them and their colleagues. Don't forget to include a "refer a friend" link so customers can spread the word and help promote your business for you! Your repeat customers just may become your best source for new customers.
Generating Increased Sales
By creating a dialogue, you can acquire the knowledge you need to craft tailored sales mailings that are highly relevant to your readers' businesses and lives. These solicitations will generate better sales results because they deliver targeted offerings that speak to your customers' needs. Customers appreciate and remember this type of service, and will be willing to do business with you again because they know that you can meet their needs.
Try using some of these methods to open up the lines of communication with your customers. You'll soon start to see long-term relationships developing, with customers returning time after time. Over time, you'll establish a loyal following and develop a customer-base that trusts and respects your opinion. These relationships last beyond a quick impulse purchase and translate into repeat business and increased sales.
^ Back to top
|
|
|
|
|
|
|
|
|
HOLIDAY PLANNING PART 4 OF 5: TIPS FOR MOVING HOLIDAY INVENTORY
|
|
With December just days away, the heart of the holiday shopping season is upon us. Now that your inventory is in-house, your virtual shelves are stocked, and you've started selling, how can you make sure you don't get stuck with overstocks in the new year? Here are six tips to help you succeed:
1. Keep Tabs on Inventory Levels
The database inventory feature in Yahoo! Merchant Solutions makes it easy to monitor exactly how many items you have on hand in a given size or style. When you know what items are selling faster or slower, you can then evaluate how you are merchandising these items. This information will help you determine whether an item is particularly trendy or if the item is benefiting from high-profile placement on your home page. Likewise, if a product is selling poorly, you may decide to move it to a more featured position for more effective merchandising.
2. Let Customers Know What's in Stock
Holiday shoppers appreciate the convenience of knowing exactly what is available in the sizes or styles they seek. Yahoo! Merchant Solutions allows you to show product availability so your customers are not disappointed if they try to send a gift that you no longer have in stock.
3. Promote Sales With Last-Minute Gift Ideas
Last month we discussed creating lists of gift ideas for different types of shoppers. As you monitor your inventory levels, you can boost or slow the sales of specific items by moving them on or off your gift lists.
4. Discount Your Slow Sellers Before the Holiday
If a specific item is not selling as quickly as you wish, consider including it in a pre-holiday sale on select gift items. This may provide just the incentive you need to capture the attention of last-minute shoppers and bargain hunters.
5. Provide Extra Incentives for Shoppers
Gift-with-purchase programs offer another way to inspire shoppers to buy specific products. Likewise, volume discounts - allowing customers to save when they purchase more than one of an item - can make slower items easier to sell.
6. Don't Forget Last-Minute Shipping Options
To make the most of the holiday sales season and move the most inventory, make sure to learn what your shipping partners can guarantee for overnight and express deliveries during the holiday crunch. You can increase last-minute sales by setting accurate expectations for product delivery.
We hope your holiday sales season is exceeding your goals! Next month, in the final part of our Holiday Planning series, we'll look at how you can use post-holiday exchanges and returns to build lasting - and rewarding - customer relationships.
Related links:
Yahoo! Merchant Solutions:
How to show the availability of products
Using the database inventory feature
^ Back to top
|
|
|
|
|
|
|
|
|
|
|
|
|
|
FEEDBACK: We welcome your comments and suggestions for future editions of Insights.
|
|
