If you can you do what he did, you are more likely to succeed

Can you imagine moving to Japan?

Can you imagine walking down the main street, and seeing a little vacant shop.

There are posters in the window which you presume is advertising the shop for lease. The phone number is represented in digits you recognise.

You don’t speak much Japanese. You are limited to:  ‘Konichiwa. Watashi no namae wa Dennis desu.‘

But you have a friend who is a bit better and you get them to enquire about the vacant shop.

You end up not being to sure about the deal, but it is hard to compare since you know so few people and in the end you decide to give it a go.

Here are my questions for you:

  • What will you sell?
  • How will you sell it?
  • How will you present it?
  • How will you promote it?

Here is an example of someone who did it in reverse.

(Sorry Melbourne Central (@melbcentral) , hope you don’t mind me taking a photograph in your centre.)

Have a look at some pics on Urban Spoon.

More importantly download their menu and have a look at the products, prices etc.

I am willing to bet a lot of money that back in Japan you won’t find ‘Hot Nutella Custard’ as a menu option.

But what you have here is a classic example of an entrepreneur who figures out that it is NOT about them and it is not about their tastes or preferences. The store is in Australia. They figured out that Nutella is a much loved product in Australia. (The product originated in Italy, and as far as I can tell, it is unlikely to be popular in Asia and does not seem to be available.)

This is the first lesson of all marketing, including retailing: Figure out what the customer wants and give it to them.

Chinese Trader.jpg