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This is part of a series of articles on strategic solutions to small business problems.

PROBLEM:
Lots of entrepreneurs start their businesses because of an interest or skill in delivering a service Nike Classic Cortez Nylon Prm Shoes Black Blue Cheap , or because they want to monetize a hobby, or because of a desire to take control of their financial future. Unfortunately, acquiring customers (and then acquiring more customers) can be a challenge and one of the reasons that small businesses struggle with this is because of a lack of differentiation.

When a business looks too similar to its competitors, it is not differentiated enough and won't attract customers. Some entrepreneurs might feel Nike Classic Cortez Nylon Prm Shoes Burgundy White Cheap , "if it works for my competitors it will work for me", but this is a business-killing mindset because it destroys customer loyalty. If customers feel that they can get the same service whether they shop at store A, store B, or store C Men's Nike Cortez Shoes White Black 807480-104 Cheap , they will barely notice if store D shows up on the scene to offer similar services and then folds later.

SOLUTION:
A lack of differentiation can be a challenge for businesses. Fortunately, there are tools that businesses can develop strategies to differentiate themselves. One strategic tool was introduced by W. Chan Kim and Renee Mauborgne in the book Blue Ocean Strategy.

Kim and Mauborgne talk about the red ocean that most businesses compete in and then discuss the blue ocean that differentiated (and successful) businesses compete in. Then, they present a tool to help businesses move from the over-crowded red ocean to the opportunity-rich blue ocean.

The tool is called the "Strategy Canvas". Along the bottom of the Strategy Canvas, users list measurable categories practiced by businesses in the industry. These categories might include general categories like price Nike Classic Cortez Leather Casual Shoes White Black Cheap , customer service, quality, as well as industry-specific categories, too (like meals and lounges in the airline industry or vineyard prestige in the wine industry). Then Nike Classic Cortez Leather Shoes Black White Cheap , users chart the industry players, comparing how some deliver varying combinations of the categories. Users also compare their own business with their peers.

Charting the current industry conditions highlights how businesses are competing. If they want to move from a lower-priced provider to a higher-priced one, they might need to increase how they deliver in each category. But doing that still only leaves them competing with others.

The concept of Blue Ocean Strategy suggests that businesses can add new categories - once that are not used by competitors - to move from the highly competitive red ocean into the preferable blue ocean.

EXAMPLES:
In their book Blue Ocean Strategy, Kim and Mauborgne highlight several examples of blue ocean strategy in practice Nike Classic Cortez Leather Shoes Triple White Cheap , including Southwest Airlines, Yellow Tail wine, and Cirque du Soleil.

Another example might be one company who saw that SMS and blogs could be combined to create the microblogging phenomenon we know as Twitter.

APPLICATION:
So, how can you put this into practice?

1. Start by listing the categories in your industry that you compete on.

2. Compare how industry competitors are delivering combinations of those categories. Are they delivering higher amounts of (and investing higher amounts in) a certain category but ignoring others?

3. Then Nike Classic Cortez Leahter White Blue Cheap , determine additional factors not present in the industry.

4. Create a new combination of existing categories and new categories that competitors do not possess.
Wondering what the biggest secret to your success is in your Petite Modeling Career? If you're a petite or average sized model, or wanting to become one then this article is for you.


The #1 key to success in the modeling industry, whether you're 5' 9" or 5' 2" is to get your face in front of thousands of clients with a real modeling job. In a word; Tearsheets.


Tearsheets are the pages you have torn out of magazines that feature you as the model or one of the models within the photos. As a petite or average size model the type of tear sheets you would find work for range from advertisements for everything and anything you can imagine to articles about hair, skin and nail care Nike Classic Cortez Leahter Trainers White Red Cheap , beauty and self improvement tips, exercise, fitness and diet articles.


Tearsheets are your ticket to launching yourself into the spot light as a professional and workable model. They say to potential clients; "I can get the job done". Having at least one tearsheet in your portfolio shows the client you have work experience and have done the job of a professional model.


So how do you get these coveted model shoots that will feature you? The most obvious way is with an agency, but unfortunately most modeling agencies do not sign models that are under 5' 9" So going this route takes patience and persistance. The second way is to work with modeling magazines directly. Most modeling magazines can't be found on the shelves of your local grocery store for two reasons.


First Nike Classic Cortez Leahter Shoes Midnight Navy White Cheap , because they are not of general interest to the average consumer and do not sell enough from a magazine stand to justify distributing them in this way. Second, because most of the magazines are geared toward the side of the modeling industry that are looking for models.


Most of the readers of the magazines are reading it to find models they need to represent their products or for photo shoots for their own magazines. This is why appearing in one of these magazines is so beneficial to modeling hopefuls.