Sorry for the brief hiatus everybody — busy birthday weekend! I’ll do my best to get back to posting every day.
Where we left off the other day, I felt like I was spinning my wheels a bit trying to get things going. There’s a lot of uncertainty, not knowing quite where to take things because going all in in one direction could end up being a total waste of time and money.
Up until this point I had really been trying to get individual customers. My thoughts were the average mom or vehicle owner would love the service and be all over it. The problem is that there isn’t a quick way to reach a bunch of those people at the same time, unless you pay for traditional advertising.
I am quickly learning that gaining traction one by one in a new market is not really a profitable way to proceed, especially if you aren’t sure what the best way to market your business is. At this beginning stage I need some kind of volume deal to be able to keep my head above water, and I wasn’t going to get that by talking to individuals.
Instead of going door to door from single family home to single family home, I realized to be more efficient I should be going door to door to big corporate businesses with parking lots. One yes from a single person gets me 3 people through referrals at MOST. One yes from a business could get me anywhere from 500 – 1200 customers, meaning 30 – 40 per month. My pitch has been essentially “We’ll come out to your lot one day a month and get all of your employee’s vehicles serviced (the ones who need it).” Think like a food truck that does oil changes.
Since I’ve shifted my approach I’ve had some issues getting through the “gatekeepers”… but I’m staying persistent and I’m confident I’ll have a breakthrough soon!
The entrepreneurial journey is not a straight line, it is constant influx of decisions that force you to zig-zag, sometimes closer, sometimes away from your ultimate destination.
So right now I’m working through some A/B style testing — that is, marketing one way, then changing one variable and seeing if the new way nets me better results than the first way.
Thanks for reading, and don’t hesitate to reach out with any comments or questions!