Читать книгу Start & Run an Internet Research Business - Gerhard W. Kautz - Страница 18

As your Internet research business progresses, you may find that your specialization is expanding, or that there is not enough business coming in with your selected specialization. If your specialization is expanding, and your business is as well, let it do so, as long as it makes business sense. However, if you find you are branching out into too many areas, and neglecting business opportunities associated with your defined core specialization, go back to that specialization because it is probably more cost-effective for you.

If you find that there is not enough business coming in with your chosen specialization, review your marketing and sales efforts. This is often the downfall of a business; insufficient or ineffective marketing and sales. You have to put a lot of time and effort into it to establish and continue business. Make sure you are doing so before you make any radical changes.

If you think you are doing adequate marketing and sales, but the business is just not there, you could be right to change your specialization. Review your business plan, particularly the sections on defining the business opportunity and determining what should be your market share. You will now have a better estimate of the numbers involved, which will enable you to redo your business plan. If the newly worked results confirm that there is not sufficient business in the specialization you have chosen, you obviously have to make some changes.

To change your specialization, go back and look at the work you did to make your initial selection. If you see some glaring omissions, add them to your experience evaluation table, and do a re-evaluation. Maybe this will lead to a specialization change. If there are no omissions, look at the second or third tier of options you may have in your experience evaluation table. If you see a possibility, write a new business plan based on it. If the results of the business planning are positive, go for it. Just remember, be flexible, but also be rational.