niche marke+ng for new aged care providers · 2017-06-26 · youlead.com new organisation: strategy...

B U S I N E S S S K I L L S F O R N O N P R O F I T S

16May2016

NicheMarke+ngForNewAgedCareProviders

youlead.com CopyrightIconicConsul;ngPtyLtd

DaleRenner

youlead.com

Overview

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Defineyournichemarket

Findyourdifference

Promotelikeaguerrilla

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youlead.com

Small is OK

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SmallisOK

youlead.com

New organisation: strategy questions

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• Wherewillclientscomefrom?-e.g.someclientsfrom‘new’,butgrowthwillrequireswinningfromexis;ngorgs

• Wherearethenewopportuni+es? Defineyourmarket-domarketresearch-assumeyoudon’tknow• ‘Under-served’popula;ons• Poorly-servedgroups• Gapsinservicequality• Niche/specialistneeds-e.g.ethnicbackground,LGBTI,medicalcondi;ons

• Isitworthit?-isthesizeofyournichebigenough?

• Bestrongerondifferen+a+onthanexis+ngorganisa+ons• Newproduct,feature,style,approach• BeUer,faster,cheaper

• PromotebeMer,guerilla-styletobreakthrough

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DEFINE YOUR NICHE MARKET

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youlead.com

A simple definition of marketing

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Understandingneeds……andmovingtomeetthem

youlead.com

2 parts - strategy + tactics

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Nichemarketstrategy

Marke+ngac+vityplan(tac+cs)

OfferMessageChannelExperience

Marketdefini+onSegmentsOffer,geographicfocusValueproposi+on

Direc+ons/guidelinesFrameworkOwnedbyseniorexecu+ves

Opera+onalImplementa+onWhodoeswhatwhen

youlead.com

World of marketing

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marketresearchmarketsegmenta+onproductstrategygrowthstrategyreten+onstrategycustomervalueproposi+onsposi+oningstrategybrandstrategyvisualiden+ty

productdevelopmentpricingpackagingdistribu+onpromo+onsales

messagingcommunica+onscustomerexperienceretailexperiencemerchandisingbenchmarkingwebsitessocialmediaadver+singpublicrela+ons

…manybusinessfunc+onsallrelevanttoagedcare

youlead.com

Need for niche strategy

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Strategy-makingchoices

Can’tdoeverything

Needlaser-likefocus,especiallyifsmall

youlead.com

What is a niche? - choose your segment

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People who live locally People with high income

People with special needs

Daily needs

Food

Cleaning

Medical

Needs

People groups

Examplesonly

youlead.com

What is a niche?

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People who live locally People with high income

People with special needs

Daily needs

Food

Cleaning

Medical

Needs

People groups

ManythingsforagroupoffewpeopleMarketsegmentniche

youlead.com

What is a niche?

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People who live locally People with high income

People with special needs

Daily needs

Food

Cleaning

Case Management

Needs

People groups

Fewthingsforgroupofmanypeople Skill/serviceniche

youlead.com

What is a niche?

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People who live locally People with high income

People with special needs

Daily needs

Food

Cleaning

Case Management

Needs

People groups

Asub-segment Skill/serviceniche

Sub-SaharanAfricanslivinglocallyover80

yearsold

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Your turn - choose your niche

Whomdoyouserve?(describethem)

Details…

Whatneedsdoyoumeet? Details…

Whatgeographyisyourfocus?

Details…

Whatdemographic/segmentoftheagedcaremarket?

Details…

Whatotherspecialcharacteris;csdefineyourfocus?

Details…

Summarystatementofniche

FIND YOURDIFFERENCE

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youlead.com

Customer Value Proposition

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Differen+a+on

youlead.com

Finding a point of difference

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youlead.com

Finding a point of difference

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youlead.com

Finding a point of difference - new entrants

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youlead.com

Finding a point of difference

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Your turn - point of difference

• [How will the customer access this solution?]

• [How will the customer learn about this solution?]

• [What exactly are we offering the customer?]

• [What is the holistic customer experience?]

• [What are the key features/benefits?]

• [How much will the customer pay for this solution?]

• [How frequently will they purchase? ]

Offering

Access

Payment

Pointofdifference

• [How does your offer differ from all competitors?]

• [What single idea captures this difference? ]

Keymessage-singlemostimportantreasontochooseyou

youlead.com

PROMOTE LIKE A GUERRILLA

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youlead.com

5 min marketing for new providers

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• Setbudget,andcalculateacquisi+oncosts

• Drivebrandawareness-whoareyou,whatdoyoudo,creden+als,bonafides?

• Dodigitalmarke+ng

• Local-guerrillamarke+ng-bevisible

youlead.com

Awareness

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• customersneedtoknowyouexist(awareness)

• Clearaboutgoals-marketgrowth,customernumbers• Lookatyouracquisi+onstrategy-mapyourconversions• Getyourmessages+ght• Uselocalchannels• Lotsofcleverwaystogetno+ced-‘guerrillastyle’• Standoutwithaclearmessage…

youlead.com

Awareness

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youlead.com

Finding you

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• Page-rank-usesearchenginop+misa+on(SEO)trickstorankforkeywords• SpendsmallamountofGoogleAdwords

• MyAgedCarewebsite-adirectoryforpeopletofindyou!

youlead.com

Finding you

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youlead.com

Go deeper - define your market

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