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Welcome to Bizland News - Edition 11
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September
2002 |
Editor's
Note
Why
is it that whenever you go on leave it pours while you away, and the day you
head back home the sun starts peaking from behind the ever ominous clouds?
Forgive my disgruntledness, but it is a beautiful Monday morning on the first
week of spring, and yes, I am suffering from post-holiday struggling-to-get-back-into-routine
Monday morning blues! And if it's not Monday when you receive this it's because
I have a "to-do" list as long as my arm, even though "Newsletter"
is at the top of the list!
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But
this aside, we had a lovely break in Langebaan, and took advantage
of the short respite from the rain to take a drive through the nature
reserve to see the flowers (not quite in full bloom, but I know from
experience that it is worth the drive to see them later this month!).
We also visited the Fossil Park - I had no idea that millions of years
ago the West Coast was inhabited by such fascinating beasts as the
sabre toothed cat, the three toed horse and the short-necked giraffe!
Click here
to find out more about Langebaan, or about the West
Coast in general, or email
me (a Langebaan regular for many years!).
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But
back to the newsletter... Instead of the usual success story, this month we
bring you the story of an up-and-coming business venture called "The
Lunch People" the founder of which is now a regular face at our offices
- someone who could very well be a success story in the not so distant future.
Let us know
if you know of any other "up-and-comers" who might like to feature
in our newsletter! We also bring you an article on Marketing - something often
either ignored or mishandled in the small business industry, so make sure
you read it! Please let us know
if there is a particular topic that you would like us to investigate! As always,
feel free to send this newsletter on and encourage your friends and associates
to subscribe - removal instructions at the bottom.
Feature Article: Marketing and
Public Relations for the Small Business
by Sally Hetherington, Webmaster & Journalist,
Bizland.co.za
Most
small businesses struggle with setting up a marketing plan - generally not
their area of expertise, and hiring an agency is often beyond budget restrictions.
Marketing is integral - you need to get your name out there if you are to
bring in those much-needed customers. Here are some steps to consider when
drawing up your marketing and public relations plan:
1.
Your target market
Think of who you are aiming at - their average ages, income, jobs, interests
and where they live. The more detail the better, as it will help you to consider
the next step:
2.
What medium are you going to use to advertise?
Once you have considered the demographics of your target market, you will
have a better idea of what medium to use, be it radio, television, print media
or websites. Once you have decided on this, research further to decide for
example which magazine - if your product is aimed at music-loving teenagers,
your money would be wasted placing an advertisement in Financial Mail!
There are a number of other ways of advertising without spending a lot of
money - from hand-delivered flyers to promotional items given out at a traffic
light, but remember to…
3.
Be clear and direct in your approach
If an advertisement doesn't make its point in the first sentence - your
audience will quickly switch off. Sell the main benefit of your product first,
before going into the finer detail - and remind the customer of how it can
benefit them directly.
4.
Make use of free publicity opportunities
Most media are always looking out for something new and exciting - an
excellent marketing opportunity which will impress potential customers. Send
out press releases, drop off free samples, take advantage of online listings,
or contact spokespeople directly, you are bound to hit it lucky eventually!
5.
Be consistent in your marketing efforts!
Rather than blow a fortune on a once off campaign, think about your budget
and consider a consistent ongoing campaign. Going back to our teenagers, for
example, for the cost of a one-month television campaign during "Music
Chart Countdown" that everyone will quickly forget, rather consider
an ongoing and far more affordable campaign in Top 40 Magazine. Remember
to always keep your target market in mind, hitting them with your message
again and again (marketers believe that an audience has to hear your message
at least 7 times before they will consider buying).
6.
Write a press release
Sending out regular, well-written releases will also help in your marketing
efforts. Your release should be written on a company letterhead with the words
"Press Release" on top, the release date and your contact details.
Your press release should consist of three sections:
Introduction: Start your release with a catchy heading that
sums up what it is about, baring in mind that editors receive hundreds of
release a day, so you need to grab their attention. In your first paragraph,
include the who, where, what and why of your release and keep in mind the
publication that you are aiming for and adapt your writing style accordingly.
The main body: Use this area to enlarge on the story, going
into more detail. Mention important information, while trying to find one
focal point to use as your main topic with other information brief and to
the point. Be aware that most editors scan releases for items of interest,
and if yours is too long or has lots of irrelevant information, it won't stand
out.
Closing: Use the paragraph to mention important company information
not related to the current release, such as history, facts and figures. End
your release with contact details and the word "END". Aim to keep
your release under a page, and where possible attach a photograph to add interest
(remember to write your details on the back of this too). Send your release
only to those publications who may be interested (for example Farmer's
Weekly will not be interested in the latest in MP3 technology!), and where
possible address it to the relevant person rather than the department - getting
it to the right person increases the chances of it being published.
Keep
the above steps in mind when drawing up your marketing plan - be creative,
and above all consistent!
Sally
can be contacted at sallyh@bizland.co.za.
*Time to get a website? Email
us for more information and competitive rates!
Back to Contents
Back to Contents
Book of the Month
Jack:
Straight from the Gut 
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Jack Welch is
acknowledged by many as the greatest corporate leader of the 20th
century. When he became CEO of General Electric in 1981 the company
was worth $280bn. But Welch is more than just a leader of the most
successful business in the world. He revolutionised GE's entire
corporate culture with his distinctive management style: the individual
appreciation of each of his 500 managers, the committment to an
informal but driven work style and the encouragement of candour
are all part of the Welch approach. His story offers the classic
tale of a self-made man whose business career embodies the American
dream.
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Click
here for more Tep Ten books
Back to Contents
Success Story
This is YOUR space. We want to know who you are, what annoys, inspires
or impresses you in small business, funny stories, advice, or how you got
on the road to success. Please share with us and we might publish your stories
or comments in the next issue. Send your contributions to success@bizland.co.za - we look forward
to hearing from you.
This week's Success Story: Neal de Kock of The Lunch People: Sandwiched
to the Future
Neal is starting to become a regular in our offices, and we all wait in anticipation
every morning to see what delicious and interesting things he is going to
bring in his well-stocked crates. Gone are the days of trekking to the 7 Eleven
for greasy lunches or boring rolls, or bringing insipid leftovers from home!
The sandwich and snackaway is finally making a comeback, thanks to this young
entrepreneurial spirit!
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Having
completed his schooling at Paul Roos in Stellenbosch in 1999, Neal considered
studying Quantity Surveyance, however his life-long passion for food
and creativity led him to register with the Institute of Culinary Arts
at Spier Wine Estate. In the two years that he studied there he trained
in various aspects of cookery, including general kitchen work and chef's
training, with an emphasis on kitchen and business management and product
development. He also spent thirteen months gaining practical experience
in various kitchens throughout the Western Cape, including 0932 in Greenpoint
and the prestigious Lanzerac Estate Hotel in Stellenbosch.
While
gaining experience, Neal had a vision of working his way up to eventually
open and manage his own restaurant, however job offers were scarce when
he graduated in February 2002. He instead started work as a wine supplier,
delivering wine to restaurants and venues around the Cape. It was while
he was doing this that a friend of his who worked in an office complex,
complained of the lack of fresh, fast and affordable lunches in the
nearby vicinity, so on a day off, Neal made
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a
batch of sandwiches and took them to the offices, and was so well received
that he decided to try for something more permanent. He spent the next two
months sourcing products and suppliers, and coming up with innovative recipes
for sandwich fillings, and so his little business began.
Neal
offers a variety of interesting fresh products, believing in the importance
of innovation, creativity and reliability: "I get my bread directly from
Sasko so that it is fresher than what you get in the stores, and I try to
think up new ideas for sandwiches. My most popular is the Caribbean Chicken
(chicken, ginger and star-anise), and the Roast Beef with Wholegrain Mustard
is also a fast seller. I also try to source my ingredients from the same companies
who supply restaurants, to ensure the highest quality at all times."
Neal is up at 4:30 every morning to start preparing the sandwiches in order
to get them delivered by lunchtime. He believes it is important to be consistent
so that people know to expect him and rely on his daily deliveries. He hopes
in the next two months to employ two drivers so that he can expand his route,
using the extra profit to add to his product line. He currently sells sandwiches,
muffins, softdrinks, samoosas and instant soups, and wants to add to this
pies, chocolates, chips and snacks.
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Neal
always wanted to cook for a living, and sees his new venture as a step
in the right direction, also offering corporate and private catering
at cost-effective prices. His attributes some of his success to his
parents who have always been supportive in his career choices, and now
shares recipes with his dad, also a whiz in the kitchen! He has great
admiration for Jamie Oliver and his ability to make food fun, "which
is what it is!" Neal enjoys the sparse free time that he has with
his girlfriend, Carolyn, or going out with friends to movies, or visiting
his parents and four siblings in Somerset West.
This
quiet, unassuming young man is sure to become a familiar face in the
office parks around the Cape - keep a look out for him and his exciting
range of lunch offerings!
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If
you would like Neal to visit your office block, contact him on 083 448 2457.
*Did you miss an issue of Bizland News? Click
here for back issues.
Back to Contents
Next month
Next month we will be talking about current labour trends, so send
us your comments or questions about this topic to sallyh@bizland.co.za or post them on our
Discussion
Board.
Until
next time...
Sally & Piers
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