WHAT MAKES ME DIFFERENT AND MEANINGFUL to my MARKET?
All of us know how to LIVE VICARIOUSLY THROUGH OTHERS. We live through rock stars, movie stars, athletes, through BRANDS. My brand needs a VICARIOUS WORLD!! My brand needs to be separated from products and services.
My brand needs to have a vicarious world.
How long do I want to be doing this for? ME, not company:
When I sell the company, if that is my intent, how much do I want to walk way with?
How much outside financing do you need in first 5 years?
You protect your branding, by trademark registrations (federal registration, maybe state; natural protection by using it).
Use copyright to protect my letters, sytems, written stuff.
Protect content (often overlaps with branding): website, training materials, advertizing materials
Importance: Protect this by policies and procedures, confidentiality agreements.
My agreement needs to say: the company owns it! I must have something in writing.
What is the problem that my clients HAVE to solve?
IMPLEMENTATION: Am I the BEST at delivering this solution? Why?
ITERATE until you'll be successful
know WHAT THEY really WANT!
Packaging and Pricing: Make sure they match.
GET IT OFF THE SHELF (MARKETING!)