Designing a Company Website
In the digital age, a company’s website often serves as the first point of interaction between a customer and a brand. Therefore, it’s crucial that the website accurately reflects the brand and serves its intended purpose. Here are three things to consider when designing your company website: 1. User ExperienceThe user experience should be the […]
Understanding Your Target Market
In the inaugural edition of the Alder SME Practice articles, we discussed the 5 phases of business creation. In this article, we will focus on understanding your target market and examine some of the things you should know about your target market. In the simplest terms, your target market is a group of people who you want to buy your […]
Customer Thoughts
For months, a well-known beauty brand has been developing a new eye cream that it believes will be a game changer. Its market share has steadily declined in recent years and it has failed to attract new customers. But this new eye cream will be the turning point for the brand. The brand launches the […]
Product Matters
It is a truth universally acknowledged that a bad product will lead to poor sales. Yet, releasing a bad product is a mistake often made by businesses. The fact remains that customers want good products. In developing a product, you need to ask: what i s a good product? To be able to effectively answer […]
The Invisible Stakeholder
A 40 something year old man sits in his study searching for cars on the internet. His twelve-year-old daughter walks in and asks him what he’s doing. He replies that he’s looking at options for a new car. Immediately his daughter tells him that he must buy a BMW X5. He listens in wonder as […]
The Difference between Marketing and Branding
Bamidele has decided to start a high-end shoe business for women. She has looked at the market and its players, and believes that she has identified a space where her shoe line can thrive. She is particularly excited about her products and is eager to launch. The main focus of the business is delivering stylish […]
The 5 Phases of Business Creation
There are 5 phases every entrepreneur or company should go through before launching a business. These phases address the fundamentals of a business and are equally important. Phase 1: IdeationThis is the start of the process. It is where you brainstorm and develop an idea. Ideas need refinement and it is important you think through […]