Artist | Author | Radio & Podcast Producer | Television Host
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My new and latest book called Running By The Mile is a business book for Owner Operators in the transportation industry. This book will take potential Owner operators through the ten steps of success that are important to running a successful trucking company. . To learn more about the book visit my website at www.outridge.ca and to purchase the book online please visit the book product page.

If you’re in your twenties you’re probably thinking I am talking about sex with a headline like that, but the truth is I’m talking about marketing and advertising. As entrepreneurs we have all launched products or services thinking that they will be a success, but many fail. There can be many different reasons behind this from manufacturing problems to bad ideas but many times the basic idea is very good it just needs more time. If you have ever watched the shows Dragon’s Den or Shark Tank you will see why some ideas are successful and some are just awful. Where most of us fall down is in the marketing of the product or service. On the shows they always ask about the sales to date. Many of these entrepreneurs are just getting started and just don’t have the track record yet for a deal.
I have seen many people give up before their product caught any traction. Many times we are trying to keep up with the guy next door who launched a billion dollar company off his office couch and we think we have to do the same. The secret is knowing how you are launching the product. If you don’t have the funds to advertise the product on a television campaign or radio spot, or do a huge mailing to the public you will have to market it long term. Marketing is not advertising. Marketing is what you do long term such as having a website, handing out business cards, networking, or handing out promotional products. Advertising is a shorter campaign that usually cost quite a bit more and gets the product information out to many people at once. Many entrepreneurs have to settle for marketing our product over the long term therefore it will take much longer to get traction. As long as you understand that at the beginning you won’t be so tempted to trash the ideas when you don’t see immediate results. It may take a couple of years for things to grab any traction. Putting it up on Facebook on your wall is not going to make the masses stampede to your door. So when promoting your product or service realize what program you’re on and you will feel better about the general success of the product.
About the Author
Bruce Outridge is a business and leadership consultant. He operates three businesses ranging from the arts to transportation. For more information on Bruce and his work visit his website at www.outridge.ca
Things have changed so my wife tells me. Every time I hear politicians promising the world, or a new great idea by industry gurus I start to shutter. She says I never used to do that in the old days and she’s right, and much of it has to do with business. I never really cared before being in business. As employees your get your paycheck, you clock into work and life goes on. When they say they are going to raise a tax many times it is so buried in our pay program that many of us never even notice. Even when the HST came in most folks buying from a retail location looked at the final price and if it seemed reasonable would pay it without a thought. This is because the business whether it be the store or manufacturer have buried part of the tax in the price. So as the public many time you don’t see the full picture.
In business however you see the larger picture because it affects your bottom line right off the bat. It doesn’t matter if you are purchasing manufacturing parts or a bolt to go in the part every decision for taxes and pricing affects your operation. There is much more to it however than just money. Business is great for teaching you how the world works, how commerce works, why companies succeed, and why they don’t. Business teaches you money management, working with contracts, dealing with suppliers, and selling your wares to the public. It teaches you to defend yourself and protect against things that may compromise the business. Business teaches you about saving, borrowing, and taxes. Probably the most important part it teaches you about you. How you handle yourself in meetings and negotiations, and how good you are at time management. There is no better learning area than the world of business, and even the text books can’t teach you many of the things you will learn just by jumping in.
You may be asking yourself why I am talking about learning from business? The fact is that many people judge the success of their business by the dollar, now I do believe that is important, but if you focus only on the dollar you will miss the many areas of success that are outside that area. I have worked at many businesses before and many of them weren’t successful from a dollar standpoint. Even if you learned what not to do you have learned something that can be applied to the next venture. Every product or service that I develop helps me learn something new that can be used for future business endeavors. So if you’re an Owner Operator are you learning from your business how to run smarter, if you’re an entrepreneur are you learning about your target market, if you’re an employee are you looking to work smarter. If you have learned anything from your business whether it is highly successful or on the verge of closing the doors, think back to what it taught you from the day you opened to today and you may just find you are a success in one form or another.
About the Author
Bruce Outridge is a business and leadership consultant. More information can be found on his website at www.outridge.ca
When the program you are using freezes for the fifth time you can press the “esc” button and restart the program. When things get too tough with a project the local office supply store tells you to press the “Easy” button. So when things are going wrong in business or a product isn’t working as well as it should be, what is the button you can press? You may not have a button as it is a figure of speech, but the point is that you can restart at any time. I know some entrepreneurs that have the “Easy” button from Staples and keep it on their desk. It really is a mind thing as to how you handle different situations regarding your products and services.
Many times I see entrepreneurs that keep going when things aren’t going well instead of trying to redirect or take a different approach. Products and services are like that, many will take their time to flourish and build momentum and others never seem to get off the ground. How long you allow them to stay in the forefront is up to you. If they’re aren’t costing you more money then leave them alone and work on the promotion of them. If they cost you on a monthly basis then you are best to try to stop production and change course or cancel the product all together. Only you know if a product is making it or not based on cost, time, and a host of other factors. The point is don’t keep that product going because you’re in love with it. That is the wrong reason. I am sure all of you have heard of market research and how you can do focus groups and plan other techniques for finding out if a product should go to market. I believe those are very important if there is a huge cost factor involved with manufacturing and capital. For most of us, however we are developing smaller products and I tend to just create them and give them a try. Find a way to create them in small quantities so you aren’t holding onto inventory, manufacture at the lowest price possible and introduce it to the real world. This way you can change direction quicker and won’t have the anxiety of trying to hold onto a product. An idea is to give them a timeline for success or failure so you have a way of measuring their success.
Remember you can reset your business at any time and that goes for products, services, or any other process that you have for your business. After all you are the captain and have the ability to change.
About the Author
Bruce Outridge is a business and leadership consultant. He is an entrepreneur, author and speaker to many entrepreneur groups. For more information on his business please visit his website at www.outridge.ca