Avenger Penguin

The third installment of my speedy efforts to catch up with the 12 Week Challenge includes building on the OGSM from last time by making overall decisions about structure and how the business will be marketed.

Structure

The most important decision to get out of the way at this early stage is whether the business is to be in one's own name as a sole trader or whether to found a company with limited liability. In the UK, the process from which one may suffix one's company name with "Ltd." ensures one is not personally responsible for issues such as debts owed by the business; this is certainly a boon if there are to be many liabilities that would be wise to distance from one's own finances.

Then there is the matter of where a location independent business should call its base. The formation of a limited company in the UK requires a company address in the country, which is simple enough to achieve even without premises through companies that offer business addresses for a small, monthly fee. Even with this in mind, registering a company in a particular country seems anathema to the location independence that is sought through this challenge.

For myself, I believe I shall opt to remain a sole trader for the primary reason that I see little reason not to be. I do not plan to build up financial liability while building this business, so there is little against which to protect myself. In short, the costs do not seem to justify what I would gain from it.

Identifying the Market

Now that I have decided on that key aspect of the structure, I can move on to looking at the approach to marketing the business. I understand a full marketing plan is saved for a later week in this 12 Week Challenge, but for now I am to identify characteristics of the people at which I will aim my marketing. This should form the basis of a proper marketing plan later on.

In my last post, I picked out a niche of independent sellers of gothic and alternative clothing as a market in which I already have a few contacts and is one I've noted in having a need for an online presence (and sometimes shop). I shall run through some speculative thoughts of this market's characteristics and I will aim to do a follow-up along with week 4's report where I can add in some real research.

Main Characteristics

A quick, but important step here is a simple brainstorm of what characterisitcs are most associated with those that make and sell goth and alternative clothing and accessories. A list:

• My experience so far has been that is a predominately female market.
• The age seems to vary a little, but most I know have been late Generation X, i.e 25 to 35.
• They will identify themselves within the Goth subculture.
• A strong interest in making clothing and/or accessories is a key characteristic here. People who strive to be independent in what they do are very likely to do so with something about which they are very passionate.

Observing People

Certainly it is through the observation of real people that we can build an accurate persona of the market. I know a few people on which I could base it, but this is definitely a good indication of research that should be done. I will proceed to answer a few questions about the target persona, but turn ones I cannot answer well into queries for people I know in this market.

Persona Details

1. What's the persona's world view/general outlook on life?

   The obvious answer to having to name a goth's worldview is to adjectivise the word itself and call it "goth". More verbosely, the association is usually made with the term "alternative" to identify it as a subculture that endeavours to assert great distance from the mainstream. The thinking can be very independent with less desire than most people to engage in popular culture.

   There is a strong sense to express identity to the subculture with one of most common ways of doing so being through clothing. Those that go as far as to take active interest in producing their own garments would -- I imagine -- be even stronger in their desire to find expression in this way.

2. What does this persona do on a daily basis?

   Focusing specifically on those that make and sell their own clothing, I would imagine they spend much of their time on design, acquisition of materials and the manufacture itself. Anyone focusing their life on a venture based on a passion -- as I am finding myself -- is susceptible to dedicating a large amount of their life to that activity.

3. What pushes this persona's buttons? What turns them off? What issues are they passionate about?

   Following what I've already written, their passion for clothes follows from their strong desire to express and be an individual. Body modification, tattoos and jewellery are all common in the drive to to emphasise individuality.

   Looking at the converse, clear turn-offs are adherence to mainstream culture, pressures to conform thereto and stigmatising people for their particular choice of personal expression.

4. What books, magazines & newspapers do they read?

   I'll avoid being too specific about names without any real research, but there are plenty of publications that are targeted at the goth subculture. I will gather some opinions

5. What blogs & websites do they visit frequently?

   I believe the answer to the previous question applies here just as well.

6. What forums/network (online & offline) are they part of?

   Again, there are communities that are targeted at the subculture and perhaps some are specific to those making clothing. These last three questions should have better answers when I am able to follow up with real research.

The Persona and the Business

The next step is to answer a few more questions specific to how the specified persona will see and interact with my business.

1. What does this persona expect from your product/service?

   The main notable feature of an independent seller is that they are very focused on the activity making what they are selling. Few people are drawn into self-employment but the excitement of taxes, administration and running the IT side of it.

   In short, what is a likely expectation is that the effort and skill of assembling a web presence is removed from their schedule entirely. Many independent people attempt to set up such things themselves to save costs thinking the results to be adequate. This is not always ideal for the same reason I'd rather hire a professional than tinker around with broken gas appliances.

2. What will motivate them to buy it?

   The real question in my context here is what will motivate them to choose a professional at all. As I said above, many people wish to attempt it themselves for what I believe are primarily cost reasons.

   In light of this, the focus of my product and service will be having a setup that is instant, affordable and requiring little technical input from them. Something that is quick and simple will have obvious benefits that could help them justify the cost.

   The quick setup of my system allows the overheads of a new customer to be kept low. This is especially appealing to those looking to minimise costs since a small, monthly fee is a much less drastic investment.

3. What information will they need in order to take action?

   Primarily, they need to know what the system will do and that it will work for them. My intention is to make it possible to do the full process of setting up a website without any commitment to registering let alone handing over any money.

4. What will persuade them to take action?

   After having had the chance to build, design and write for a whole website entirely without commitment, they will be only one payment step away from the site being permanent. Being this close to the final product should give full information on the nature thereof and provide extra temptation to complete that final step to save all the work they put in to the trial version.

The Pitch

So, all the above comes down to one thing: what is the pitch? At this stage, I'm looking to create just a high level one of only one or two sentences. It needs to be phrased in a way that will appeal to the persona I've identified rather than be written from my point of view. Here's my first attempt:

Building an online stage or shop for your creations is either difficult or costly. Make it simple, instant and affordable with [my service]. No setup costs necessary.