Changing the Landscape…or, How to Grow Profits without really Trying too Hard
by Bill Hartigan ◊ Sep 03, 2010
You’ll have to forgive me for this article’s title; it’s a bit of an inside joke. A client grows things on his farm, and does it all without chemicals and other stuff that can be bad, as well as good. It’s an organic farm, and he has no problem getting people to stop by and buy-up everything he has to offer.
Today, “organic” is a hot commodity, and has developed its own “panache” along with a reputation for being healthy, beneficial, etc. You’ve probably come across a supermarket-looking store that is loaded with all sorts of healthy looking and sounding things to eat, and some to take should you be feeling under the weather. “Healthy, natural, organic” are three words growing in popularity and acceptance in our society. My client, first and foremost, is really into what he does for the love of it (must be nice), but he’s also aware of its profit potential, and isn’t against profiting by raising and selling good things.
Decades ago, a lady in northern New England purchased a bed and breakfast with her husband, and sold some fruit and flower seeds she grew while tinkering in her back garden. We’re talking late 1980s, word-of-mouth sales, and earning some pin money along the way. Some “way,” and some “pin.” In three year’s time, she was pulling in low-seven figures. So, you can see how this article is a “back-to-the-future” type of topic.
My friend knows that his “field” (no pun intended) is hot, and that timing is on his side. Technology helps, too. It helps a lot. People love to pursue things, which they believe can elevate their lives in one way or the other. So, here we have a nice little farm with nice things growing on it and…one huge market that “wants in” on what’s sprouting. Enter the web.
I won’t go into much detail here on what you should do, or how you should do it, to profit by the Internet, but trust me when I tell you that it’s much more than worth a look. Buying habits are changing. People will always want “different,” “better,” “cheaper,” “more exclusive,” “rare,” and “common.” Somewhere in there fits what you have to offer. You don’t need an MBA from The Wharton School to figure out what you need to do. Know your customer – inside and out – and go from there. Spend an hour doing online research (search-term: “internet marketing”), or maybe stop by a library and ask for a book on the subject.
The Hamden Journal is a classic case of a new business getting a foothold in the market, then going forward from there. You’ll note that “on-line” is becoming a part of its profile. It (online/web presence) will become a growing part of that profile, to the benefit of its readers, its advertisers, and itself.
My client is continuing on his merry way. All “organic, natural, and healthy.” The one thing that seems to be using powerful growth chemicals is the bottom line of his business. Get growing.
Bill Hartigan writes and reports on business for The Hamden Journal. A former reporter for ABC, he’s reported and produced stories and programming for local, national, and international news outlets. His business clients range from IBM and ITT to one-person start-ups. Success after Forty (AndrewsMcMeel) is one of several published books he’s written. You can contact him at .(JavaScript must be enabled to view this email address).
