Insights topic
76 articles on this topic.
Use the five-A customer path to find where your marketing leaks: measure conversion from awareness to appeal, enquiry, purchase and advocacy, then fix the weakest stage first.
10 min read
Discount strategy for small businesses: good reasons to discount, fifteen discount types, the extra volume a discount needs to break even, and how to avoid training customers to wait.
10 min read
A practical guide for freelancers and solo professionals: choosing what to offer, setting up, managing time, contracts and money, building a client portfolio, pricing, quiet periods and scaling up.
10 min read
How gamification works in business: points, scorecards, challenges, leaderboards and rewards, designing loyalty programs that pay, using game mechanics with employees, and the pitfalls.
10 min read
Goodwill is what a buyer pays for a business beyond its identifiable net assets. How it is calculated, what it represents, how impairment testing works and what write-downs tell you.
10 min read
Why founders should learn every role, how to map and interview stakeholders for 90 days, design an offer that solves all their problems, and adapt as customer behaviour shifts.
10 min read
Low-budget marketing for small businesses: customer appreciation, useful content, contests, testimonials, webinars, networking, local media, reactivating customers and partnerships.
10 min read
Practical market research for small businesses: what to learn about customers and competitors, surveys, interviews, observation, field trials, review mining, secondary data and honest answers.
10 min read
How to market to Generation Z and younger buyers and employees: digital-first habits, aversion to hard selling, short attention windows, values, relevance, conversation, flexibility and honesty.
10 min read
How small businesses can track competitors' websites, search rankings, content, advertising, social media and reviews with simple tools, a monthly routine and ethical limits.
10 min read
How small suppliers can negotiate with larger customers: research, must-haves and walk-away price, quantified value, anchoring, trading rather than giving, scope creep and contract terms.
10 min read
How network effects and communities help businesses grow: five types of network effect, the cold-start problem, building partner and local networks, and growing through communities.
10 min read
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