First use case. Johnny Boufarhat created Billion $ company in one year!
He started Hopin to connect with others, as an autoimmune disorder left him isolated and trying attending events. But webinars, networking, etc., didn’t really work. He uses his own personal story of ill-health to illustrate the greater inclusivity that online events offer
The real value for attendees, sponsors and exhibitors is in the many one-to-one interactions that usually happen at a physical event. This is where new ideas are discussed, contacts are made and business gets done.
This can be seen in the way Hopin plays back the frustrations of taking events online without their platform — a lack of networking opportunities and hands-on sessions or the complexity and risk of trying to pull together different technologies in an attempt to recreate the interactivity of live events.
It’s what makes their promise of ‘an all-in-one virtual venue that makes live online events interactive and personal’ so compelling. https://www.bbc.com/news/business-57517669
Second use case. MrBeast’s Burgers, and opened 300 locations overnight.
Virtual Dining Concept (VDC) is the brainchild of restaurateur Robert Earl (who owns a variety of successful franchises) and is responsible for the success of Mr Beast’s Burgers. Mr Beast’s Burgers is just one of the many celebrity food brands that VDC is rolling out using virtual kitchens.
VDC has found a way to productively use spare capacity of kitchens all over the country, providing these virtual kitchens with ingredients and branding, as well as a home app that centralizes the orders from various delivery apps. In return for cooking and packaging the dishes, the restaurants receive 30% of the overall profits.
What is the recipe for disrupting big markets in short time?
What if you can’t feed them? Then, make them feed themselves. Create a channel. Create a system. Create a free service. Serving is not selling. Serving is serving. Selling is what results from serving. If you serve well, you will sell well.
But just because you are doing something nice doesn’t mean you are serving. “Nice concept” is not serving. Serving is what makes potential buyers tell you “thank you”.
If you want to have more customers, serve more people. Don’t wait for them to become customers before you serve them. Serve them and they will become customers.
How to choose the right market and timing.
Choose target clients who have never been isolated by this kind of product before. When such a group is formed as a multitude, the first product or service it serves will become very successful .
The second external factor is time. Sometimes it is not about the first to reach the market. Rather, it is about who will enter the market when everything else is ready. Each product or service has its own lifestyle. If people are not already involved with other things related to their lifestyle, it will be difficult for them to get involved in this product or service.
Lifestile fit is the best product management.
For every product, there is a lifestyle that goes with it.
Better marketing doesn’t mean better advertising. In fact, this does not mean advertising at all. This means looking for a new narrative to promote what’s on offer. Why should people pay for what they are offered? Many companies advertise without even thinking about it. They don’t think about a rational or logical reason that makes their proposal compelling. Yes, buying is an emotional decision, but if buyers can’t find the logic to justify it, they won’t buy.
Building trust in a game-changing PR.
Customer case studies and testimonials are a major part of the Hopin story — featuring heavily on their website and in media coverage about its growth. These play three key roles:
- They boost the credibility of Hopin’s solutions by showing the large brands and events who trusted it to deliver.
- They emphasise the simplicity, interactivity and customisation offered by their all-in-one platform. !
So, illustrate benefits that using your service offer over competitors ones.
Marketing secrets of fastest-growing companies I collaborated with.
Marketing is psychology.
Today’s shopper is more sophisticated than the average shopper five decades ago. Today’s buyers are hard to fool. And if you manage to deceive the buyer, the buyer will never return to you. And in some cases, the buyer can spread negative reviews. This is why the AIDA strategy is somewhat outdated. Giant corporations don’t use it anymore. So why should you?
So what are they doing? They educate the buyer. They create perception. They feed the buyer. This is a new strategy. If you want people to buy from you, feed them.
What if you can’t feed them? Then get them to feed themselves. Create a channel. Create a system. Create a free service. Service is not a sale. Service is service. Sale is the result of service. If you serve well, you will sell well.
But just because you are doing good does not mean that you are serving. The “good concept” doesn’t work. Service is what gets potential buyers to say thank you.
If you want more customers, serve more people. Don’t wait for them to become customers before serving them. Serve them and they become customers.
Edward Musinski,
Telewellness founder, doing Uberization of 4,5 Trillion industry.
