Deck Renewal Update

Hi John,

Congratulations on at least advertising.... At the very least, you learned something from the experience.

I noticed there were some things Don Alm didn't clarify in what he did.... For example, he didn't say if his ad was a classified ad or not. Or even which section of the paper it was in.... He may have placed a space ad (rather than a classified), for example. Classifieds are very cheap, but space ads, while they cost more, will generally get more "eyeballs" to read it (because it's much more noticeable), and you can put in more information there to "sell" them on your service as well....

By the way, I'll share with you a little "check list" of things I like to consider when starting a new business project. I like to make sure I've thought about these things....

Target Market: Who are you targeting? Can they afford the thing you are planning to sell to them? Do they want it? Is this group easily contactable (through advertising, etc.)? Is there too much competition in selling this product already, and if so, do I have some advantage over them, so that people will buy my stuff instead?

Product Source: Where will you get the product to sell? A wholesale supplier? Create the product yourself? Joint-venture with someone who already has a product? Or sell a "service" and use your own time?

Lead Generation: Where will you get your leads from? Advertise in a newspaper or magazine? Referrals? Look them up in the Yellow Pages? Direct mail? Ezines? Search engines?

Sales Generation: How will you convince them to buy? Will you use face-to-face selling? Or sell over the phone? Or send a sales letter? Or sell through a web page? Use eBay?

Order Taking: How will you process orders? Cash? Checks? Credit cards? Use an order-taking service? Paypal?

Product Delivery: How will they get the product? Will you deliver it personally? Through the mail? If it's a digital product, will they download it from a web site? Or get it through email?

Customer Satisfaction: How will you ensure they are satisfied? Money-back guarantee? Contact them later, to ensure they are happy with what you provided?

Problems: What problems could arise from this business idea? Can you find any solutions to them?

Anyhow, it sounds like a lot, but I think you need to think about all these things in order to help ensure success.... A failing in ANY of these areas could mean your business idea wouldn't succeed.... It's always better to think of such things earlier, rather than later....

I actually list these headlines in a document, and fill in the details under each headline. This ensures that I've thought about each of these things, and haven't left any of these important items out.... (It doesn't take long to do.)

Here's a quick run-down of how the deck renewal idea looks....

Target Market: Obviously, people with decks! You'd have to check if there's already a lot of competition for this in your area, and if there are plenty of people close by with decks that need renewing....

Product Source: Order the deck renewal product over the internet or wherever you can get it. Essentially, here you're selling your own labor and skill.

Lead Generation:

I think this one needs some thought.... Is there a way to get a list of people in a local area who own decks? Maybe from others in your area who also sell products or services to deck owners?

(This also suggests another business - if you can get a list of deck owners in a local area, it's a list you can sell to people who are doing the deck renewal biz themselves.)

Of course, newspaper advertising is a way to get leads too.

Sales Generation: I wouldn't try to sell them from an ad, I'd just use the ad to generate inquiries.... For something like deck renewal, I'd try to sell them over the phone or face-to-face in person.

Order Taking: Cash in hand would be preferable, possibly checks.

Product Delivery: Since this is a service business, you have to go to the client's deck to perform your service.

Customer Satisfaction: I'd probably give them a follow-up call a few days later to be sure they are happy with their "renewed" deck. This could help prompt them to refer their friends with decks to you for your service.

Problems: Liability seems to be the main problem - you need insurance coverage (as Mike Rodman pointed out).

After you've done several of these lists, you'll notice how some business ideas have much more potential than others....

Nothing is a guarantee of success, of course. There's no substitute for DOING it! But this can help weed out the ideas with less potential earlier.... :)

- Dien Rice