A Great Product but in the Wrong Market!

An episode of the TV show "The Apprentice", demonstrated this problem of a product to market mismatch exactly. Each team was given an empty shell of a restaurant, a chef, and one day to get open, get customers, serve meals, and win a survey competition. The woman leading the losing team never got the point made to her several times, and ended up being fired. Her restaurant's interior and Asian cuisine were both terrific and all teammates where elegantly attired. Unfortunately, it was all a terrible mismatch with the demographics of the customers. If she had taken the time to spend an hour on the sidewalk, observing the people who lived and were walking around the area, maybe even asking them, her observation would have pointed to a different product.

The losing team made all their decisions based on what they wanted to do, and their own creativity. They built their product first, then hoped they'd have a market for it, instead of matching the product to the market. How many business owners do you know that have done this? It is prominent with tradespeople, they want to be their own boss and go head first without doing any research and wonder why they don't make the profits they thought they would.

As Dan Kennedy teaches "MESSAGE TO MARKET MATCH" is incredibly important as your product/ service could be the best in the world but without a market wanting to pay for it, it's dead in the water!!


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