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Step 2: Clarify Your Customers With takeaway businesses, tightly defining who you are, targeting is incredibly important if you want to ensure your marketing machine actually operates. You may have heard of the term “target audience”. Try not to think of it that way. You are not communicating to a crowd of people: you are talking directly to an individual, and doing that many times.Who is the ideal person that would order your food? What area does that person live in? What age are they? What do they like? What kind of job do they have? Why are they ordering your food instead of cooking their own?


Here are a few rules of thumb for figuring out your target person: 1) They should be a raving fan of the kind of food you make. 2) They should be easy for you to contact. 3) They should, on average, order enough that they provide high value to you.


4) They should be ordering from you over and over again. 5) They should order within a reasonable time period from seeing your advertising.


Step 3: Know how to speak to your


customer Now you are clear on exactly who your customer is, you need to step inside their head and understand what they will respond to. What is your customer’s biggest reason for ordering food from you? If you can articulate the reason they want to order your food better than they can, then they will already want to eat your food over anyone else’s.


There are four ways to look at this: 1) “Frustrations” – what are the issues currently in your customer’s world that your solution helps stop?


2) “Wants” – what are the immediate desires your customer has that you are fulfilling with your food?


3) “Fears” – what is the larger result that might eventually happen if those “Frustrations” continue for your customer?


4) “Aspirations” – where is it your customer wants to eventually end up with all those wants being fulfilled.


Map out your customer’s head in this way and you will be able to speak to them about things that actually matter to them – which will encourage them to actually want your curry!


Step 4: Work out how much each customer


costs When talking about marketing, you need to turn money on its head. This is a really important notion for you to understand as a business owner – how much are you allowed to spend in order to acquire a customer? This is calculated by understanding what the gross profit of your food is. Take the price of your average order and take away the (variable) costs that are required in producing that order and you will get the gross profit. So that would be the costs that are required for that particular order – the cost of the ingredients and packaging, but NOT the cost of the chef ’s salary or the cooking equipment (which are fixed costs). You can see then that the gross profit is therefore the maximum budget you can allocate to get a customer. To demonstrate with some simple numbers, let’s say your average order is £30. And that the average cost of producing a


37


£30 order is £12. That means you have up to £18 to spend on acquiring a customer – that is your allowable acquisition cost. However, especially with a takeaway business, you can go one more step further and look at lifetime value. That is, you take into account that a person may order from you multiple times. Looking at your history of customers, you may notice that most good customers order from you at least four times. That means that your allowable acquisition cost to get a customer goes up to £72. Your budget is then only limited according to your risk appetite. But once you have settled on a number you have a clear ceiling for your marketing spend.


Step 5: Choose a channel, offer and cost In the highly competitive takeaway business market, it is important to not only choose to focus on channels that work well for your particular business, but also that you are giving your customer a clear reason why they should choose you over the many other choices they have. If you have gone through the previous steps, it will become clear at Step 3 what kind of offer will mean the most to your customers, and it will become clear at Step 4 how much you are able to spend to get that out there. Make sure you carefully check the conversion rates of any particular channel to determine what you are actually paying per customer and that this aligns with your allowable acquisition cost.


Step 6: Test and measure the actual


numbers Creating and running the marketing machine is definitely not the end of it. Now that you have a campaign running, it is important to find out what actual results you are getting. Calculate how much you are paying in marketing for the customers you are getting. Calculate how much those customers have ended up paying. And therefore work out the final net position. Is this positive? If so, even if it is only just positive, then do it over and over and over again. Because the marketing is paying for itself: you have created an unlimited marketing budget.


Step 7: Systemise the machine Now that you have found a way that works for you, you should now explore what automation tools you can use – or it may be as simple as creating a manual – to set up a system. You should be able to have it running with minimal input from yourself. Once you have that sorted out, you can leave your marketing machine running while you explore new marketing channels to further increase your orders! You understand how your business needs to be a well-oiled machine that churns out predictably delicious food every time. Now you need to make your marketing a well-oiled machine that churns our predictably hungry customers to eat that delicious food!


About Shweta Shweta Jhajharia is Principal Coach and founder of The London Coaching Group, an ActionCOACH company. Shweta is a multi- award-winning business coach, recognised both by external bodies and the industry awards panels as the top coach in the UK, and the Number 1 ActionCOACH from over a 1000 worldwide. Despite the competitive economy, her clients consistently achieve measurable double digit growth (over 41%) and she has the most awarded client base in UK. See: http://www.londoncoachinggroup.com


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