Sweet Spot Marketing

"Marketing Master" yes that's what some of my batch mates call me, A a lot of my friends had started something of their own or were in the process but i was few of those who still believed in being a do oer than a creator.

Last week a friend of mine called me saying that he had decided to start something of his own and wanted to meet up to discuss this , so we agreed to meet on the weekend.

We met at a coffee shop near my house as it was easy to discuss outside without any distraction. I entered the coffee shop at 11:30am and my friend Saurab was brimming with excitement, wanting share his great entrepreneur idea.

His idea was a new Health Bar that would offer healthy snacks at great price targeting the youth ,he kept talking about how he would be different , his bar would be different etc etc

He kept talking for over a hour until he got tired hearing his own voice and finally asked me "So what do you think". I looked at him and shared his excitement but i also knew that i had to be conscious that i not only advised him as a friend but also as a marketing partner.

I said the ideas great as the youth of today is out and about and flushed with cash. But whats the "Sweet spot" that would make them asking for more. While youth might like something new but what after the monotony wears off after all they are spoilt for choice. He looked at me puzzled like a child getting scolded who knows something is wrong but not the reason.

The consumer is constantly evolving and to capture his/her mindshare we need to connect with his passion/aspiration and not just need.

Well Sweet spot is the point where your business goals meet the consumer aspiration.Most of the times we miss one of the two. We either focus completely on the business part or completely on the consumer part which result in short term gain but might not result in long term success.

A sweet spot helps us connect with our consumer that helps build a long term partnership with them.

Lets take saurabh's case to understand the Sweet spot for his business.He could very well start with his Health Bar and Iam sure it would succeed as the youth is always looking for something new. As much as it would excite us ,it can also be a trigger for failure in case we don't connect with the sweet spot.
Lets understand with is business plan,He mentioned the youth is his core consumer group so lets identify their passion. My experience supported by some study has led me to arrive at these passion points.

• Music 
• Sports
• Fitness 
• Networking

These might not be sacrosanct for all but i believe it would hold true with most of them. So if were to take fitness as the passion then how can we convert it to our sweet spot.

Fitness is about what you eat and how you burn , what you eat can be addressed with Menu that we have ( healthy / organic/fresh) etc well there are quite a few options but can we also be part of how we burn.

One of the key reasons people give up on their fitness regime are due to high expectation ,lack of fun and monotony. Well fun and monotony are factors to do with the friends and partners we work out with and its said better the company , the better the work out.

So how can we connect their passion to create our passion point. 

Healthy Menu + Fit Life = H Bar

Sweet Spot for H Bar will be to create a community of fitness seekers through not just diet but fun ways of recreation.A simple idea of connecting like minded people walking into your bar by creating local fitness community.A community of joggers , Gym goers or just walker i mean who doesn't need a like minded company.

"We have created an experience where passion and purpose come together to create business success and consumer delight"

So next time we are looking at a business idea lets ask our self what the Sweet Spot and iam sure the answer will lead you to a success full business model.

  

Cheers

www.aryanomics.blogspot.com