USP’s how to do ‘place’
19 Aug
While we are in the process of rewriting the Revol7 business plan, we are reevaluating every part of the plan according to the conventional p’s. The one that troubles me most is place.
Basically, place would translate for us to some piece of real estate we would rent in order to start Revol7 there. But in our search for maximum distinguishing capacity we have failed to think of anything that would add to it when it comes to the place of business. Perhaps we are looking at it the wrong way.
The current strategy is to determine what our needs are in terms of:
- Quality of object; is it a AAA or a B location, ofcourse this is most often directly connected to the price
- Transportation; how easily can visitors access the public transport network and is there parking available
- Neighborhood; how well-maintained is the property, how well is it patrolled by police etc.
- Facility; in terms of construction, heat management, visibility; will it support our project
Based on these principles we are able to start looking for the right piece of property. Because these variables are not uncommon, property that does well on these questions will unquestionably be expensive. Everything that appeals to us next to these factors will determine remarkability and wether or not we will use it.
So basically what I’m saying is that we can only use the location as a feature in our distinguishing capacity when we have finally selected it. And because we will be trying to have the financing done before or while we are looking for the location we cannot incorporate it in the business plan.
This just seems odd to me because it is a big part of the feasability of the project itself. Writing this down made me realize the position we are in! Your thoughts on the matter are more than welcome!
What is place? Place is position and/or location. Location is merely a fixed spot on the map. eg. gps coordinates. Position is much more than that. Position can be place, but can also be more like ‘your situation’ (or position) in society. So maybe we can make it less concrete, and more abstract. We can define our ‘abstract’ place, position or location, but we need not necessarily to pin point our location on the map…
It’s clear that we’ve already moved into a new paradigm, one in which we have unique, individual products designed for specific needs and wants. Additionally, consumer’s now have an amazing compliment of choices in all categories and can get information about any subject in mere seconds with a simple Google search.
As a result, now more than ever, advertising needs to create exciting, stimulating dialogues with consumers designed not just to make a sale but create a relationship.
We spoke about this in Spain and I strongly believe that you shouldn’t focus on the P for Place.
I think you could create a much more profitable business if you turn your business into a road show. Forget about location!!!! If you want to create a cool company, with game consulting, team building, sports & gaming, etc.You could find external location to hold your WII tennis tournaments (bars, cafes), I know that there are many bars who would love to try it. Buy a truc and visit all the primairy schools and organise events. Its about your marketing not your place…. But that is my humble opinion..