Recently I was reading a marketing book which told the story of Coke when they were preparing to enter the Russian market many years ago. Like a large well funded company they spend a lot of time and resources researching the market and customer behavior.
What the found was that the biggest competitor to their product was the CITY BUS! The fact was that a lot of Russian consumers did not have enough disposable income to enjoy a coke PLUS ride the bus home! I know that is hard to fathom today (this was many years ago) or in many developed countries around the world.
However the lesson is still just applicable today as it was then, you need to ask yourself as a real estate business owner (or any business) when you enter the market for the first time, launch a new product, or expand your reach into new markets: what is my real competition in this space?
The facts could be far from your assumptions, and we all know what an a** assumptions can make out of business owners with the best intentions.
To your success,
Tim Reid
-Respect The Hustle
