Business Focus Weekly
A publication focused on helping your business to grow and become more focused.
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ActionCOACH
Hot Tip of the Week

What sets you apart?
Do you have a Unique Selling Proposition (USP)?

  1. The USP helps you find your target audiences
  2. It clearly defines what makes your business special in the marketplace
  3. It tells people why they should buy from you

Find out how to develop a USP today. See below for more detail.
This content is brought to you by ActionCLUB.
The BrickHouse - Massage & Coffee Bar
Owner: Carrie Magruder

When Carrie Magruder started her spa business 16 years ago in Spokane Valley, she knew two things - massage therapy and marketing.

"I had no experience as a business owner and employer at that time," Magruder said.

She quickly learned that to be successful, she would need help.

She has worked with a variety of coaches in her career, including ActionCOACH early-on, "I needed to develop systems in my business," she said. She also has sought help from life coaches, culture coaches, and now works with a specific industry coach.

Her investment in coaching is apparent when entering her business. The lobby is cozy and warm. She offers local coffee from Craven's Coffee Roasters, and every client receives a chocolate with their spa services. Her customers are loyal and they are open seven days a week to serve them.

Magruder said that the best part is that while she focuses on supporting her employees, she doesn't need to be in the office every day.

Her business runs without her and she has total faith in her employees.

That's something that would help any business owner to relax!

The BrickHouse Massage & Coffee Bar
14222 E Sprague Ave, Spokane Valley, WA 99216
 (509) 891-1999  

By Jennifer Ferrero, APR, DTM
Spokane Public Library, www.spokanebusiness.org
Business Librarian: Mark Pond

In the year of a pandemic, one might think that few new businesses are starting. However, Business Librarian Mark Pond with Spokane Public Library said that a lot of people are starting new businesses because they've lost jobs or been otherwise displaced.

Pond's role starts when someone gets an idea and decides to research the market.

Pond who has also worked for Seattle Public Library and the University of Washington, helps prospective business owners to find their market by doing research.

He helps with researching business-to-business and business-to-consumer markets as well as detailed industry and regional information.

Pond has secured a host of nationwide business research tools that can be used for free by business owners simply by getting a Spokane Public Library business card.

From there, you make an appointment to visit with Mark and let him know the problem you are trying to solve.

For those with an existing business, who are investigating new marketing ideas, Pond can help you too.

If you have a customer list, you can run demographics to find out buying preferences, how they consume media, where they are located, who they shop with, and more.

Spokane Public Library
Mark Pond

By Jennifer Ferrero, APR, DTM
Coming Events
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Useful Business Thought of the Week
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How many times have you heard a business saying their product or service is "the best"?

Have you ever asked what makes them the best?

If they can answer that question, they likely have a Unique Selling Proposition (USP).

"A unique selling proposition (USP) is a succinct, memorable message that identifies the unique benefits that are derived from using your product or service as opposed to a competitor’s. A USP should be used as a strong and consistent part of an advertising campaign. The USP might focus on price, quality, dependability, breadth or depth of the product or service line, technical edge, fashion, customization, specialization, or nature of service." Brad Sugars, founder and CEO of ActionCOACH.

Here are considerations you should make in your business to determine your USP:
  • Target market or group: The best USP statements are personalized to the target audience and the problem you are solving for them.
  • Competitors: Do a competitive analysis and determine where you are similar or different from your competitors.
  • Positioning: It is better to be "first" with a new idea for a product or service.
  • Demonstrate how you are different from your competition: Do this in your marketing efforts.
  • Communicate the benefits of your product or service: Document and communicate what sets you apart in your marketing. Remember: These attributes should be "unique" to your business.
  • Differentiate: Once you understand your competition, and what makes them great and not-so-great, document all of the notes on them. Now, you can start to document what differentiates you.

Review this White Paper from ActionCOACH to learn more and develop your USP today. Contact the office for an appointment to discuss how business coaching could help your business, 509-455-5053.