An example of the "What IF Method"...in use

[Don Alm]

Early in my entroopreneerial career I learned a technique I call the "What IF Method".

I see a product that interests me and I ask myself the question...

"WHAT IF?"

"What If"....it was larger...square (instead of round)...smaller...made of a different material...different color....etc.

Case in point;

I just came from my 2nd visit with one of the top guys at an Indian Casino and...... "IT"S A GO!"

One of the many projects I do is "TV CHANNEL GUIDES". These are plastic stands that sit on desks in Hotel Rooms. Inside these stands are Full Color sheets...printed on BOTH sides....with the front side with Hotel Logo at top
and the TV CHANNEL LISTINGS in the middle and the bottom 1 1/2 " space for an Ad for a Pizza or whatever. The Back Side has Ads for other local businesses that want to reach Guests of the Hotel.

Now...my stands are usually 5" by 7"high.

So...last week....as I was first demonstrating my stands to the guy in charge (to get his permission to let me place my stands in his rooms....he tells me he likes the idea of having the "TV Channel Listings" in an easy-to-see display (as a convenience for his guests) AND...what he would REALLY LIKE is "some way to show some of the "things going on in the Casino...especially the entertainment....EACH week or month.

So....I tell him I'd like to "put on my thinking cap" and get back to him today.

So...I do my "What If" routine.

The first "What If" I think of is..."What If" the SIZE of my display stand was BIGGER?...like 8 1/2 by 11. Would that be TOO BIG to sit on a desk?

So...I remember seeing larger size "Plastic Sign Displays" over at Staples. I scoot on over and WHALA...right there in amongst the plastic sign displays is one that will hold a "11" wide by 8 1/2" high" sheet of paper.

When I get home I click on over to the Casino's website and do a "right click" on the Logo and some "pictures" of the Game Promos and Entertainment that's going on.

I make up a NICE looking front side where the maids can change out the Events....and on the backside I place a MAP of the area with sponsors Ads.

I make up a few different versions in diffrerent formats and colors and toodle to my appointment....show my contact and he LOVES THEM?

So...he decided on a combination of 2 designs and I will be making of samples.

Now...this is totally FREE to the Casino. AND...because these Indian Casino's are usually FILLED almost every night AND...because the Guests are usually "High-Rollers" (people with lots of do-re-mi and looking for places to SPEND IT)....I will be charging ONE DOLLAR A ROOM PER MONTH PER SPONSOR!

This means...in a 200 room Hotel....15 Sponsors will pay $200 a month... $3,000 a month....to be on my "IN-ROOM DISPLAYS"! This is called "Captive-Audience" advertising.

Now....there are "Directories" in the rooms HOWEVER...guests must flip thru the pages. MY display is OUT IN THE OPEN...staring at them so they receive the info they want...INSTANTLY.

My Desk Displays give Guests 4 Reasons to look at it;
1) It has TV Channel Listings so they can find their favorite channels
2) It has CURRENT Event and Entertainment happenings
3) It has an Area Map (EVERY Tourist LOVES Maps)
4) A Holder Special discount coupons

THIS is a perfect example of "FIND OUT WHAT THEY WANT AND...FIND A WAY TO GIVE IT TO THEM!"

I think there are 7 Casinos in my State. This COULD get "interesting".

So....along with my other projects...I'm a busy boy.

Thanks for letting me share my latest "discovery" and excitement with you.

Don Alm