Perfect Phrases for Business Proposals and Business Plans by Don Debelak

Author:Don Debelak
Language: eng
Format: epub
Publisher: McGraw Hill LLC
Published: 2006-10-15T00:00:00+00:00

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Second Goal: Show Importance and Spending Patterns

Clearly defined customers are not enough to make a successful business. The business needs a service that those customers feel is important and that they are willing to purchase at least once, hopefully regularly. Be careful not to overemphasize the resources of your target customers. The important issue is how customers spend their money, not how much they have. Showing importance and spending should be the second phrase in the opening statement. The second phrases below are for the same businesses listed earlier under “First Goal: Define the Customer Group.”

LOCAL BUSINESSES

Denny’s Auto Repair. The 800 residents spend an average of $625 per year repairing their cars. (Note: the importance of some products and services to the customer is obvious and it is not necessary to state it in the plan.)

Gabrielle’s Gifts. Mall statistics show 18% of the targeted daily male visitors, over half from local businesses, spend more than $25 on high-end gifts for wives, girlfriends, or significant others.

DISTRIBUTION BUSINESSES

Advantage Marketing Specialties. 85% of the business-only market expenses are for Yellow Pages ads and promotional items and the firms spend an average of $750 per year on magnets, labels, and other advertising specialties.

Innovative Tooling. Small custom machine shops require specialized tools for anywhere from one to 10 jobs per year and spend between $750 and $4,000 per tool.

SERVICE BUSINESSES

Permanent Beauty Care. Senior women average one permanent every two months, with a typical permanent costing $75.00.

Outsource Computing Power. These manufacturers are often under pressure from bigger customers to upgrade software to provide increased service, typically have two or three people running the older software, and receive only 50% of the performance of newer software.

PRODUCT-BASED BUSINESSES

Builder Bob. Builder Bob’s surveys at two child-care trade shows found that over 60% of child-care centers were searching for toys that encouraged children’s creativity and could occupy their attention for over one hour. Established child-care centers spend $2,000 to $15,000 on new play equipment per year and new centers spend between $10,000 and $25,000.

Wall Concepts. Faux painting is now offered by over 50% of professional painters and its use by homeowners has increased 200% per year for the last three years. Over 70% of home and paint stores now feature faux painting supplies.

INTERNET BUSINESSES

Raphael’s Medical. A survey of 40 medical providers found that they depended solely on word-of-mouth advertising and were willing to spend $500 per year to increase their Hispanic business.

Investology. Small to mid-size funds can’t afford to do their own analysis and are willing to spend $2,000 to $5,000 per year to track five to 10 small-cap stocks that interest them.

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