The Pizzeria Theorem: Absolute Failure For You and Your Brand in 30 Days or Less! | ZAPSOCK

So I have been noticing a lot of businesses going under lately.

Has anyone else seen this trend?

Is it due to the economy?

Personally I don’t think so.

At least not completely.

A Story
I still live in the same town where I grew up. There was a local pizza place called Premier Pizza. I don’t think I actually ever ate there, but I heard it was pretty popular. I drove by there recently and noticed that Premier Pizza is no longer there.  It’s something else. It’s another pizza place.

Now it’s entirely possible that the owner changed the name, but very unlikely.

The Reason
So assuming Premier Pizza has quickly gone the way of the buffalo, why?

Perhaps it was the location?

Perhaps it is the fact that there are several pizza places around town that offer $5 pizzas

I didn’t see any signs indicating that they were competing with the $5 pizza biz.

To me it just doesn’t seem like a very good idea to invest in the  exact same business that had failed there before.

And it wasn’t the economy so much as it was a failure to adapt.

What are you doing to adapt?

Or are you going to just keep doing what the other lemmings do?

Are You Siphoning the Bucket? | ZAPSOCK

During my time as a missionary in Uruguay over seven years ago, I found myself in a very interesting situation.

We were preparing for a baptismal service. The baptismal font was inside the church building, but the water didn’t drain into a sewer line. It had to be pumped out.

However, this time the pump wasn’t working and there was water still in it from the previous two weeks. Disgusting, right?

We had to figure out a way to get the water out.

I had the idea to try a siphon. If you don’t know what a siphon is or how it works, it is a way to move water (liquid) through a length of hose or pipe. The trick to it is that the end of the hose where the water comes out has to be lower than the end where the water goes into the hose.

Siphon Diagram courtesy of University of Queensland

So we found a length of hose and stuck it down in the font. We took the other end out to the street which was pretty low, but not quite low enough.

After trying to make this work for an hour or so, we gave up on the idea and got some buckets to get the water out.

One of the church members that was there helping us, had the brilliant idea to “siphon the bucket.”

His idea was to fill up the bucket with water and then siphon it out of the bucket (a standard 5 gallon bucket). This would make the end of the hose much lower than the beginning of the hose causing the siphon to work.

I just looked at him.

Do you see the problem? Are you siphoning the bucket?

Are you so dependent upon a piece of technology or a method or a set way of thinking that even when the situation calls for some improvisation you still want to stick to what you know?

Think outside the box. Create paradigm shifts. Be a thought leader.

Don’t siphon the bucket.

Why I Hate Marketing…. | ZAPSOCK

Okay, so I don’t really hate marketing. But, there is one aspect of marketing that is so essential, but it is also one of the most tedious. I have grouped this area under Research & Testing. I know that these are two separate things, but they are the two areas that I dread the most. Let’s first take a look at research.

Research

Having never done it, would you ever try to bake a cake without looking for a recipe or seeking instruction? Would you go white water rafting or climb Mt. Everest without, at the very least, consulting a guidebook? You would most likely even hire a guide. Do you ever make a purchase without trying to find out something about the product and then search for a similar product or a better price for the same product? Probably, but then you have most likely experienced the remorse that accompanies the revelation of, “Oh, I got the same thing at XYZ Store for $100 less!”

This is why research is so essential to any business or marketing venture. You need to know who wants to buy your product or service. Where are they? How do you reach them? How much are they willing to pay? Where can you find similar products? You must know your competition. Entire volumes have been written about marketing research alone. Learn to do it and you will love it. If you say, “Forget it” you may regret it.

Testing

What is testing? Once again many, many books have been written about testing. Testing is what you do once you have launched your campaign. Why testing? Because you must know if your campaign is working! Where are you getting the most hits? Where do your customers come from? Testing is research after you have launched your campaign. If you don’t do testing, you are wasting your marketing dollars.

I recommend that anyone who is looking to start their own business learn about these two aspects of marketing. These are the things that separate the winners from the bankrupt.

Why I Hate Marketing…. | ZAPSOCK

Okay, so I don’t really hate marketing. But, there is one aspect of marketing that is so essential, but it is also one of the most tedious. I have grouped this area under Research & Testing. I know that these are two separate things, but they are the two areas that I dread the most. Let’s first take a look at research.

Research

Having never done it, would you ever try to bake a cake without looking for a recipe or seeking instruction? Would you go white water rafting or climb Mt. Everest without, at the very least, consulting a guidebook? You would most likely even hire a guide. Do you ever make a purchase without trying to find out something about the product and then search for a similar product or a better price for the same product? Probably, but then you have most likely experienced the remorse that accompanies the revelation of, “Oh, I got the same thing at XYZ Store for $100 less!”

This is why research is so essential to any business or marketing venture. You need to know who wants to buy your product or service. Where are they? How do you reach them? How much are they willing to pay? Where can you find similar products? You must know your competition. Entire volumes have been written about marketing research alone. Learn to do it and you will love it. If you say, “Forget it” you may regret it.

Testing

What is testing? Once again many, many books have been written about testing. Testing is what you do once you have launched your campaign. Why testing? Because you must know if your campaign is working! Where are you getting the most hits? Where do your customers come from? Testing is research after you have launched your campaign. If you don’t do testing, you are wasting your marketing dollars.

I recommend that anyone who is looking to start their own business learn about these two aspects of marketing. These are the things that separate the winners from the bankrupt.