I think it’s safe to say that in today’s environment almost everyone is frantically shucking oysters in search of that pearl – me included. In that vein I attended the Triangle Business Advisors’ Round Table this past Friday. I took note of this event on LinkedIn via one of my connections – an individual who happens to also be a business owner. There were several professionals attending that I did not know and the topic – “Defining Your Target Market” interested me. In the world of ‘too many ways to spend your time’ I figured this one gave me extra bang for the buck – fresh meat and the potential to learn something, maybe. Oh, and it was buck-less.
The experience was well worth the investment. While I didn’t necessarily gain academically from the discussion on target market, I did experience a brilliant implementation of pond stocking. The discussion took place in the offices of one of the attendees – who rented or donated the crowded conference room – not sure which.
When Bill Davis declared that his target market was limited to a five mile radius of his office space it was all I could do not to guffaw loudly and retort – “Don’t you mean a five foot radius?” Whether we drove 5 or 50 miles that morning to attend the round table didn’t matter. We were sitting on his home turf, literally feet away from his solution to our pain.
Now the question is does he have the right bait?
Bill has his version of the multi-billion dollar Subway $5 Foot-long campaign and it resonates with the hungry, self-selected, crowd. Bill, and I know only after a five minute conversation with him that it was no accident, cleverly filled his conference room with HIS TARGET MARKET – individual consultants or owners of small business ALL looking to survive in the short-term and thrive…..eventually.
I have been reminded recently by my readers that we who put a stake in the ground when we brand ourselves are not brave – but and I paraphrase ‘stupid’. We just don’t know better – we don’t know or won’t admit that less than 20% of us will see the five year mark. Here we were – a room full of ‘the stupids’ ready to hear Bill’s promise of ‘100 Days to Abundance(For $1 Day’).
While you can’t share it with a Coke and conversation over lunch it’s a pretty juicy worm ‘more product for less dollar’ value proposition. One that is clearly ‘catching on’ because there were several of his clients present at the round table. Not to be too cynical – but they would serve him better by staying out of the water – or he will need to dig out a bigger pond.
Caveat Emptor: I have not participated in Bill’s program and cannot attest to the content, quality or results.