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Photo by Clark Tibbs on Unsplash

There’s no single ingredient that guarantees success for a new business — regardless of industry or business model. In fact, the SBA states that half of businesses fail within the first five years. However, some defy the odds and find a winning formula.

This paper examines ten successful leaders, some who have enjoyed multiple lucrative exits and/or started multiple thriving businesses, and what they have in common when taking a big idea to market. These individuals are:

  • Bill Butcher, Founder and Former CEO, Motosport (sold to Liberty Media)
  • Chet Harding, Co-Founder, Improv Asylum
  • Kent Ivanoff, CEO, VisitPay
  • Tom Klaff, Co-founder…

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Photo by Marc from Pexels

Leaders often grapple with the right balance of technology to market their small businesses. How much is too much? How much is not enough to be seen, heard and remembered?

There’s no bulls-eye formula. It depends on things like the size of your business, the price of your product or service, growth goals and number of employees. Among others.

To make the most of your marketing dollars, first define your revenue goals and figure out what customer(s) will help you get there. This makes it easier to determine what technologies you’ll need to improve your accuracy.

Start with your customer…


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Last week, I wrote about the value of segmenting customers, using Lululemon, Coca-Cola and microbrewed beer as examples. I deliberately used familiar brands and products because they explain the value of segmentation in terms that are easier to understand. Also, Business to Consumer (BTC) companies often launch businesses, introduce line extensions and design marketing campaigns around distinct groups of people. With deep knowledge of their behaviors and preferences, these industries put segmentation into practice every day.

But segmentation isn’t just for clothes, beer and soft drinks.

It’s a strategy to consider in healthcare, too. …


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Credit to my favorite microbrew: https://insta-stalker.com/tag/melvinbeer/

As a devout fan of micro brewed beers, I can’t imagine a world filled with only Budweiser and Coors Light. Likewise, I might not be a coffee drinker if I only had the option of a light roast loaded with cream and sugar. A Southerner at heart, the tastes of the great Northwest have rubbed off on me.

These are just two examples which illustrate segmentation at work in consumer markets. Even if you don’t know what the term means, you have taken part in its influence on products and services over the years.

So what is segmentation?

A simple…


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http://chirstmas-clipart.com

Selling the value of marketing strategy often feels like getting ‘twelve drummers drumming,’ ‘eleven pipers piping’ and ‘ten lords a-leaping’ — all at the same time. But why buy the partridge if you don’t have a pear tree?

Every business needs a solid foundation or it’s hard to attract — and keep — customers. While you may approach the marketing season tactically, you’ll save a lot of money in the upcoming year by developing a sound strategic plan first. To grow your business, the onus is on YOU to think things through.

In the spirit of the holidays, here are…


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source: pixabay.com

I can’t think of many topics that are less interesting and more confusing than this one:

Health insurance

I’d been working on this article for weeks and couldn’t muster up the energy to complete it (the research put me to sleep every time I opened my laptop). Then I read this great article about the same general topic and concluded its author, Michael Millenson, enlightened people enough.

Yet Millenson assumes we’re all lucky enough to have a myriad of insurance options from our employers. What about us self-employed folks who have to shop on the exchange for an overpriced policy…


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Source: www.pixabay.com

Twenty years ago, I managed a staff that frequently marched into my office, disgruntled, to gripe about fellow colleagues who failed to respond to their email requests. My response was usually, “Then go talk to that person who conveniently sits 3 cubicles away.”

Today, I parent a child who boasts about all his “friends” on Instagram and “girlfriends” he has only messaged and Face-timed. I remind him that not everyone on IG is a real friend and that social media isn’t a substitute for face-to-face conversations in a dating relationship (especially at age 14).

Even with CRM software to create…


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www.pixabay.com

Part Two: The How

Health organizations are beginning to appreciate the importance of improving the patient experience and are starting to move the needle beyond satisfaction. Why is it important for them to woo customers and guide them in their journey to better health?

Based on interviews conducted as part of a client assignment this summer, Part One shared a few of the reasons why health organizations are engaging consumers.

Part Two shares how they’re doing it.

Why patient engagement is a must-have, not a want-to-have

Whether purchasing a car, eating at a restaurant or filling up the Amazon cart…


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Source: Pixabay.com

Health organizations are beginning to appreciate the importance of improving the patient experience and are working to move the needle beyond satisfaction. Why is it important for them to woo customers and guide them in their journey to better health?

Based on interviews conducted as part of a client assignment this summer, Part One shares a few of the reasons why health organizations are engaging consumers.

Part Two will share how they’re doing it.

Why patient engagement is a must-have, not a want-to-have

Whether purchasing a car, eating at a restaurant or filling up the Amazon cart, consumers expect the…


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www.pixabay.com

I just researched the cost of health insurance for a single policy, purchased off the exchange in the state of Idaho. The best “deal” I could find was a bronze policy with a monthly premium of $550. As part of that screaming deal, I inherit a whopping $9,000 deductible.

What does this mean in practical terms? If I have a bad cold, I’ll have to cough up several hundred dollars to see my doctor. If I have another unplanned medical event, that will be out of pocket, too. …

Melinda Hinson

Marketer, Researcher, Writer. And Health Nut. http://melindahinson.com

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