No need to ask for permission to
forward The Insider...feel free to pass this message along
to anyone who might be interested.
Lessons
Learned
"If you build it, they will come."
Surprisingly, MouseDriver has caught the eye of the professional
golfing world. We have spent the last two weeks in discussions
with a group of pro golfers/television commentators (and
yes, most of you have probably heard of these guys) who
have shown an interest in getting involved with the company.
This group feels that an initial direct sales approach
is the best way to go and that selling MouseDriver exclusively
through a 30 second infomercial/commercial spot marketed
towards the masses is the best way to ensure success.
Although we'd be absolutely psyched to work with these
guys (imagine all the fringe benefits), our intuition
and basic business knowledge tells us that focusing on
a single channel is just a bit too risky at this point
in time. The bottom line issue: Do we utilize a "Big Bang"
approach to blow this out via direct sales, or do we focus
on targeting a specific market by utilizing a mix of different
channels? Decision is to be made this week.
As a single-product company, we
realize that building "buzz" around the product and generating
positive PR is going to be critical to the success of
MouseDriver. This month, we launched a PR campaign within
the golf industry that primarily targets golf publications
and media groups. We're hoping that the PR hits around
January and February, in conjunction with all of the trade
shows that we're scheduled to attend. However, if the
PR hits any earlier (i.e. December), we stand the chance
of not being able to fulfill potential Holiday Season
demand. We'd hate to launch MouseDriver, get a ton of
demand and not be able to supply product. So, by launching
a PR campaign, we've opened ourselves up to some fulfillment
risks...which will totally be determined by the golf media.
Once again, distribution is "key."
We have made the decision to redesign the website with
full ecommerce capabilities. By January, individuals,
retailers, corporations, etc. will be able to purchase
MouseDriver via our website. What that means is that we
have to locate a warehouse/fulfillment center who can
integrate electronically with our website as well as hold
sufficient MouseDriver inventory. The whole idea is to
make the ordering process as seamless as possible...the
only thing we should see at the end of the month is a
check in the bank account. FYI: good ecommerce solutions
that tie into fulfillment centers ain't cheap, but it
allows you to supply product much easier and more efficiently.
What
We've Done
- Began market testing/selling MouseDriver
in a number of different channels including corporate
(promo product), green grass (golf pro-shops), golf
specialty stores (Roger Dunn), direct (out of the apartment
and via sales reps) and on-line retail (chipshot.com).
- Began working with a golf charity
organization that will use MouseDriver as a giveaway
to people who donate money to the charity. The organization
has agreed to co-brand their advertisements with the
MouseDriver logo and description in a number of major
newspapers around the country. We get free advertising
in addition to goodwill!
- Began negotiating with 3 suppliers
in the promotional products industry.
- Secured booth space for the 2000 PGA
Tour Golf show to be held in Orlando, FL in February.
- Met with a couple of pro golfers and
someone who we believe to be the real "Jerry Maguire."
- Signed up for personal golf lessons
(Our golf game sucks and industry veterans have told
us that we won't close many deals unless we're able
to hold our own during a round of golf).
