For the past three weeks I have been introducing you to our wonderful mothers who are participating in the A Year in the Life series.
Several of these mothers started new companies over the past year. Amy Goldsmith created a line of food products; Kimmy Cavallo, along with partner Heather Ramirez, has developed a line of fragrances; Sherri Edwards opened a brick and mortar shop; and Kristen Brown is focusing on two new business ventures.
Each of these women has a goal of building their companies over the next year.
I recently spoke with Kathy Caprino of Ellia Communications, Inc, a consulting company that helps women achieve breakthrough in life and work. I asked Kathy what our mothers can do this year to help improve sales and growth with their companies.
Kathy offered a variety of tips for our mothers and for the readers out there who are either just starting a company or who have been in the process of building a company for a while.
In terms of marketing, Kathy says this: The mentality of build it and they will come is not enough. It is important to have a financial plan and marketing strategy for each month, and you must then manage your goals. Include in these goals milestones that will help you manage your success.
For example, first create a monthly list of goals you hope to accomplish, such as a number of sales you plan to reach. Make sure your goal is measurable. Your goal might use a number (I will make $X number in sales this month) or it may be an action (I plan to host four home parties this month).
Secondly, says Kathy, know the one word that sells your brand. “Do the work required to discover the one word that says it all about how your business is different – the essence of the emotional experience you offer.”
For Kathy this word is “breakthrough.” For Tiffany’s it is “romance.” What is yours? Kathy goes on to say that this one word you create, this brand, should cover your company on three levels: functional, emotional and aesthetic. She recommends visiting Fearless Branding to learn more.
In February we will be reading portions of each mom’s journal to discover the trials and successes they’ve had over the past month. Stay tuned!