Guerrilla Marketing


Guerrilla mrketing is the type of all-out marketing necessary for entrepreneurial success. It is virtually unknown to the large corporations. And thank heavens it is. After all, the large corporations have the benefit of big bucks. You don’t. so you’ve got to rely on guerrilla marketing.

 Your size is an ally when it comes to marketing. If you are a small company, a new venture, or a single individual, you can utilize the tactics of guerrilla marketing to their fullest. You’ve got the ability to be fast on your feet, to employ a vast array of marketing tools, to gain access to the biggest marketing brains and get them at bargain-basement prices. Now you may not need to use every weapon in your potential marketing arsenal, but you’re sure going to need some of them. So you’d best know how to use tham all.

 It may be that you will require no advertising at all. But you will require marketing. It may be that word of mouth is so favorable, and spreads so rapidly, that your venture can reap a fortune just because of it. If so, you can be sure that the word of mouth was motivated by effective marketing in the first place.

 In fact, a strong word of mouth campaign is part of marketing, and so are business cards, stationery, matchbooks, the clothes you wear. And certainly your location is important in marketing. Every component that helps you sell what you are selling is part of the marketing process. No detail is insignificant to be included. The more you realize that the better your marketing will be. Its not about sales, its about profits—the dear old bottom line.

 That’s the good news. Here’s the bad: One of these days, you’re going to be an entrepreneur no longer. If you successfully put into practice the principles of guerrila marketing, you’ll become fat and rich and famous and will no longer have the lean, hungry mentality of the entrepreneur.

 Once you’re reached that stage, you wll have to resort to the textbook forms of marketing, for you’ll be too encumbered with employees, traditions, paperwork, management levels, and necessary bureaucracy to be flexible enough for gurella marketing.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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Just about Joint Ventures


Joint ventures (JV) are the waves of the future. There is hardly a Fortune 500 company, active overseas, that does not have at least one JV.

JV represents a higher risk alternative because it requires various levels of direct investment.  A JV involves sharing risks to accomplish mutual enterprise. JVs, incidentally, are the next most common form of entry once a firm moves beyond the exporting stage to a more regular overseas involvement.

JVs provide a mutually beneficial alternative to domestic and foreign businesses to join forces. For both parties, the ventures are a means to share both capital and risk and make use of each other’s technical strength.

JVs, however, are not an unmixed blessing. The major problem in managining joint ventures stems from one cause: there is more than one partner. With patience and flexibility on the part of both partners, JVs can be managed successfully. But one of the partners must play the key, dominant role to steer the business to success.

Widespread interest in JVs is related to:

  1. Seeking market opportunities.
  2. Dealing with rising economic nationalism.
  3. Preempting raw materials.
  4. Risk sharing.
  5. Developing an export base.
  6. Selling technology.

Even a JV with a well-qualified majority foreign partner may provide significant advantages, such as:

  1. Participation in income and growth.
  2. Low cash requirements.
  3. Preferred treatment for the venture.
  4. Easier access to a market and to market information.
  5. Less drain on a company’s managerial resources.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Culture that tolerates Failure


Many startups never make it to the payoff at the initial public offering. They simply fail. For several reasons such failures stop neither the entrepreneurs nor the venture capitalists who finance the innovations. First, those who fail learn in the process, and this can improve their chances of doing well the next time around. They acquire competences that can be used to tackle another innovation. Even if all they learn is what not to do next time, that can be useful too. Second, venture capital firms have seen many failures before and have found away to reduce their risks by, for example, offering management expertise to ventures. Moreover, some of the venture capital comes from entrepreneurs who had made it only after having failed before.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Advice to Entrepreneurs


Whether it is the best of economic times or the worst, being an outrageous consumer debt is fundamentally a foolish way to live. If you have that problem start making amends. Go on a money diet. Study your spending habits to see where you waste money. Is it eating out? Ordering in? Impulsive buying? Talking on the telephone? Too many ritual splurges? Take the money you would otherwise fritter away and apply it to your credit cards—one outstanding balance at a time. Of course, you don’t want to penny-pinch yourself into a state of low-grade misery, but you do want to get into the habit of living lean. Consider it a preset for the lifestyle you may need to adopt in the early stages of your business.

Reducing your debt serves several purposes: 1) starting a business is anxiety-producing and debt-incurring enough without beginning it with a lot of extra-business bills; 2) the closer to zero your charge card balances are, the more available credit you’ll have for business purchases and cash advances; 3) should you need a bank loan to capitalize your venture your prospects will be all the better.

If you don’t have a lot of credit card debt but are presently paying off a small loan (personal, educational, home equity) that is open-ended, go on the same diet and get rid of it. That is, beef up your payments against the principal of the loan in order to pay it off ahead of schedule and save yourself some interest payments in bargain.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Characteristics of Managerial Creativity


The creative manager must be a creative human and an effective manager. He/she tends to be characterized by following group of traits:

1) Hunger for knowing curiosity, constant questioning; strong interest in stimulating ideas, theories, and philosophies, always wanting to know the ‘how’ and ‘why of things; strong interest in trying to understand people’s motives and behavior.

2) Sensitivity responsiveness to literature, arts and other fine and delicate things; interest in meeting interesting and sensitive persons; empathy for the suffering; responsiveness to beauty and elegance.

3) Complexity intuitively finding correct solutions; being a visionary; having odd, even conflicting ideas; moodiness.

4) Venturing calculated risk-taking; preference for starting own ventures; aiming big; striking out in one’s own.

5) Independence and courage questions the status quo or established order; sticking to core convictions; listens to experts but makes up own mind; clear and forceful assertion of feelings and viewpoints.

6) Reality contact initiative taking in finding out operating constraints; confidence in managing crisis; quick adjustment to new challenges and information; grip on reality despite fantasying.

7) Self-sufficiency absorbed in challenging tasks; confident in operating in alien situations; tendency to take on tough tasks; persistence in getting ventures accomplished.

The creative manager operates in a fairly tightly regulated system in which creativity failures may be penalized; creativity needs to be directed towards organizational requirements; almost all creative initiatives require approval from superiors and acceptance by colleagues and subordinates to succeed; the cynical need to be won over; opposition of vested interests to these initiatives needs to be neutralized; dedicated teams need to be developed to execute creative initiatives; creative initiatives need to confirm to evaluate and control mechanisms of the organization; changes and creative initiatives need to be synergized for maximum impact—so on and on.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Handling Failure Factors


Herebelow are some useful techniques for handling failure factors while building your business:

1) Square peg, round hole: the most important thing to remember is, don’t try to make something fit if it doesn’t. You may have a high level of expertise in the traditional paradigm, and many of those skills will serve you well in marketing. But be aware that others won’t. When you find a skill or technique just isn’t working in the new paradigm, don’t blame marketing—discard the technique. Also, be open to learning new ideas and skills that were designed with marketing in mind.

2) Don’t re-invent the wheel: After decades, the patterns for successful behavior in marketing are fairly established. It’s human nature to want to add our own flair to everything, but make sure you learn the basics first. Some people in past decades tried some ideas but they didn’t turn to be effective as they hoped. Don’t re-invent the wheel.

3) Work the plan, not the angles: Perhaps the most important general rule for avoiding unexpected failure factors is to focus on the simple business building system and stay away from sidelines and ‘new’ angles. You came to marketing to build a business, not to get bogged down in side ventures and alternative schemes. Indeed, it’s tempting to look for alternative ‘revenue streams,’ but the time you spend chasing these things would be much better spent invested in your core business. Once you’ve made a commitment to building a marketing business, that commitment should be total. Any side activity has the potential to draw away your focus—and your growing business can suffer.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Legal Fiction or Economic Reality?


Knowing the cost of your operations, however, is not enough. To compete successfully in an increasingly competitive global market, a company has to know the costs of its entire economic chain and has to work with other members of the chain to manage costs and maximize yield. Companies are therefore beginning to shift from costing only what goes on inside their own organizations to costing the entire economic process, in which even the biggest company is just one link.

The legal entity, the company, is a reality for shareholders, for creditors, for employees, and for tax collectors. But economically, it is fiction. Thirty years ago the Coca Cola Company was a franchisor. Independent bottlers manufactured the product. Now the company owns most of its botling operations in the United States. But Coke drinkers–even those few who know that fact–could not care less. What matters in the marketplace is the economic reality, the costs of the entire process, regardless of who owns what.

Again and again in business history, an unknown company has come from nowhere and in a few short years overtaken the established leaders without apparently even breathing hard. The explanation always given is superior strategy, superior technology, superior marketing, or lean manufacturing. But in every single case, the newcomer also enjoys a tremendous cost advantage, usually about 30 percent. The reason is always the same: the new company knows and manages the costs of the entire economic chain rather than its costs alone.

A powerful force driving companies toward economic chain costing will be the shift from cost-led pricing to price-led costing.

It will be painful for most businesses to switch to economic chain costing. Doing so requires uniform or at least compatible accounting systems at companies along the entire chain. Yet each one does its accounting in its own way, and each is convinced that its system is the only possible one. Moreover, economic-chain costing requires information sharing across companies, yet even within the same company, people tend to resist information sharing. Despite those challenges, companies can find ways to practice economic chain, costing now.

Whatever the obstacles, economic chain costing is going to be done. Otherwise, even the most efficient company will suffer from an increasing cost disadvantage.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact http://www.asifjmir.com

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