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It leaves him, unfortunately, in pretty bad shape. Instructors #1 and #2 control the territory, leaving Instructor #3 with the scraps. He is open long hours and is frequently idle… not from choice. He seldom smiles! It goes without saying that his business won’t survive and he’ll eventually have to close down or move into his backyard. Unless the two top instructors start doing something incredibly wrong, your two chances of running a successful operation in your selected target area are slim and none.

Because you don’t have the massive financial resources of the big players in your town, you must take great care in crafting your USP, for over time it will be your most potent weapon in conquering your market. Your USP should capitalize on your key strength, the one thing you have that others Conquering Your Market With A One Man Army: A Complete Guide To Effectively Market Your Small Business 42 don’t, or even if they do, the thing they are not claiming. For example, ToysRus may stock 1,000 model trains, but that’s not their USP.

The challenge is to accurately determine, what business are you really in? Now you may think that’s a really silly question to ask, especially if you have been in business for quite some time. But at seminars, you’d be amazed at the different responses I get to that simple question, even from a group of people all in the same profession such as accountants, car dealers or realtors. A Saturn dealer and a Rolls Royce dealer may both sell cars but they are hardly in the same business. A Saturn dealer sells transportation, a Rolls dealer sells luxury.

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