Reddit reviews Crossing the Chasm, 3rd Edition (Collins Business Essentials)
We found 5 Reddit comments about Crossing the Chasm, 3rd Edition (Collins Business Essentials). Here are the top ones, ranked by their Reddit score.
HarperBusiness
Impossible to name one. Books only had significance for me when they addressed a particular lifecycle that the business was in.
EDIT: Lots of requests for more books as they relate to 'business lifecycle'. Also, linked all of these on Amazon. Here ya go:
There's a lot of free digital opportunities available to you, you just have to know how to leverage them. First off, you need a responsive website and a free Google Analytics account. If you don't know how to get that, it's easy enough to look up and learn yourself. Google has lots of learning videos on how to use Analytics. https://analyticsacademy.withgoogle.com/
Things that are nice to have: event tracking on buttons or call to actions, a dedicated phone number to track conversions on (you can set this up through Google for free). A CMS that allows you to easily make changes to your website based on the information you see in Analytics.
What else? Monthly email campaigns, Mail Chimp is free and has templates. Get people to sign up for your newsletter on your website by offering an incentive like "20% off when you sign up" and include a phrase they have to mention in their welcome email.
Do extensive profiling on your target demographic. Where do they live, how much do they make, what are they interested in, do they have generally have kids, do they own a house, do they have pets, do they shop at whole foods or at a cheap store, are they value shoppers or are they brand whores, what other services are they likely to use?
Save that info.
Optimize the assets you have to be better found online. Use the H1 title tag for page titles and H2 for section headers. Simple yes, widely done by SMBs? NO. Make sure you have meta tags filled out for every page that are relevant.
Write one blog a week on a topic related to what you do. Write on Medium, submit articles to y-combinator, do thought leadership exercises and posts on forums (don't be sales-y, try and help people, it goes a long way).
Offer a free download in an email (of a PDF, something to get someone to click).
Use whatever website traffic you get to analyze the behavior flow and click events on your website. Keep track of your conversion rates on buttons. If some are low performing, make changes to your website.
Offer "free training" or whatever else is included in what you do.
PPC: If you really know your demographic, PPC can be very powerful, even on a limited budget. Make sure you are using the right keyword groupings, if something isn't working well right away, kill it. I see ads on instagram for software and it has a dog in the picture as the main focus. I use instagram for dog stuff. Clever. Very clever. Be that clever.
Facebook ads are great because its SO easy to see if something is working well. I have never had a mediocre ad. It's either wildly successful or it instantly sucks and I take it down. Use the canvas ads, they are VERY interactive and you can tell a story.
Keep producing content. Make a buzzfeed list of something somewhat related to your industry that people can relate to. Share that on all your social media accounts. I got LOTS of followers that way. Lists are great. Lists with the current year in the title as a blog post are even better.
I have been a Marketing Director for years, and recently started my own business. I have a $400 monthly budget (for my own business) and am currently using that successfully to build brand awareness, gain traction and get referrals. Let me know if you have any questions.
I also recommend reading this book:
https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986/ref=pd_sbs_14_t_0?_encoding=UTF8&psc=1&refRID=5G89YEVQ59YTNM41FSTK
Hi guys!
It's me Zoran (zoka) from Fragrantica. Well as you know with 11 million visits globally on 17 Fragrantica language websites understand that fragrance enthusiasts get a lot of input from community. Mainly they would love us to stock all discontinued, rare and hard to find fragrances, allow easy sampling of fragrances and many want us to run retail business and be 'the cheapest of all'.
As you can see people want 'impossible things'. Most of discontinued fragrances do not exist and because of changes in regulations are not eve allowed to sell legally. Rare-hard-to-find fragrances are another bone not so easy to crack basically it is expensive and most of brand owners would not love to see their fragrances decanted so you could expect bunch of trademark violation lawsuits for selling your vial with their trademark name.
And lastly let's say what about service for "common fragrances" like mainstream and niche. If you plan to do what Scentbird did... buy some higher volume of atomizers from Alibaba or some direct deal from China (aka Silicon Valley for production) and let's be clear quality of merchandise can be high no negative illusions there and Scentbird stuff is very good quality. I am subscriber myself mostly to test and experience the service. OK let's say you do not have to spend 5-7 USD on good atomizer you got it in volume for less then US $2. Still you have shipping cost of something like US $5. It alone gets you to $7 plus fragrance plus filling etc.
How to calculate filling for 30,000 subscribers list. First they need warehouse to store boxes with vials for each fragrance they stock. Somebody has to do it manually at first because each subscriber has different preference even if you streamline it it is a lot of labor. Once I had to put 500 winners vials on cards into bubbly mailer, close it, stick shipping labels and we had about 4-5 hours of labor that is extremely boring. In nutshell if you are not going to automate it and do not plan to use prisoners or illegal immigrants to do your filling (This is irony of course but unfortunately many companies do use it) and if you have to comply to all state regulations like dangerous goods warehousing, insurance, etc you are in deep trouble and not much profit is left out of your $15 subscription.
There are some good things many people do not customize their orders but simply get 'fragrance of the month' so they can use that as a marketing channel where brands would give them fragrance for free and even pay to be in that spot and get their samples out quickly and get people talk about them. There is less risk of lawsuits regarding trademark violations if brands want to be there and for that they need volume to dictate rules of the game.
I see Scentbird now as is more like Napster and they have long way but they are moving to become Spotify of fragrance. Yes they are facing competition and their subscription service does not make much money but bottom line is how subscribers are happy how fast they can grow and how long people stay on their list. They have fair shot we will see are they going to make it.
If somebody thinks that they can compete starting from their living room or bathroom with few hundreds of vials that makes little hobby that makes few thousands just because they do not count their labor as expense and they would be much better off renting that room on airbnb then filling it with boxes... but people do not have perspective. They think it is business and they have no capacity to double it and they do not even have idea how it would look like if they would have to fulfill 100,000 orders or 1M of orders.
Every here or there I get email from somebody who offers 'perfume sampling service white-lable for Fragrantica'. They say something like this... you just need to put sample this fragrance button and payment sales funnel and we will send samples to customers you pay us once per month in batch etc. Sounds good? Yes but when I was doing diligence it was exactly what I described above. Somebody's wife/sister/brother/kids is splitting/decanting making vials and selling them on our forum and now they want to take business to the next level.
Well for all of them I would recommend reading the book http://amzn.to/1V1NE3t Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
This looks good. Is it by Geoffery A Moore?
Read Crossing the Chasm.