1. Un­der­stand the gap in the mar­ket, and what your cus­tomers’ pain points are.

Finweek English Edition - - ENTREPRENEUR -

El­iz­a­beth Dakwa, founder of Ge­nie In­tel (dig­i­tal mar­ket­ing), Ghana: Dig­i­tal mar­ket­ing is still some­what of a nov­elty i n Ghana, and so the decision to r un my own dig­i­tal mar­ket­ing & web tech agency was both ex­cit­ing and daunt­ing. We have the abil­ity to un­der­stand the ter­rain while it i s not yet sat­u­rated and hone our ca­pa­bil­i­ties and ser­vices to en­sure that we of­fer so­lu­tions that are both ef­fec­tive and orig­i­nal.

On the other hand, it is daunt­ing be­cause a lot of brands don’t fully un­der­stand what dig­i­tal mar­ket­ing is, how it can ben­e­fit their business and/ or how to im­ple­ment it suc­cess­fully. Ed­u­ca­tion is key here.

Com­mu­ni­cat­ing to prospects and clients on the whys is just as cru­cial to clos­ing a deal as the hows. This means that pro­pos­als can­not dive straight into the cre­ative and strate­gic as­pects of a plan. They must almost al­ways be­gin with ed­uca­tive el­e­ments that then bring the cre­ative and strate­gic bits f ull cir­cle. In a more gen­eral sense, the les­son here is that with any new business idea that i s un­prece­dented or has few com­peti­tors, it is es­sen­tial to clearly un­der­stand what the gaps i n the mar­ket are, what the cus­tomers’ pain points are and how your ser­vice or prod­uct al­le­vi­ates that pain.

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