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Developing and Marketing Products

Developing and Marketing Products. Why - and why not - would we develop and market products?. Why: It's a way to make money It can raise the profile of your issue and your organization

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Developing and Marketing Products

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  1. Developing and Marketing Products

  2. Why - and why not - would we develop and market products? • Why: • It's a way to make money • It can raise the profile of your issue and your organization • It can provide jobs for participants and community members and/or involve them in supporting the organization • It can improve the whole organization's understanding of business and marketing • It could lend your organization more credibility within the business community

  3. Why not: • To start up a business and keep it running requires spending large amounts of both money and time • Paying attention to the business may take the focus off the real purpose of the organization • By the same token, focusing on making money could lead to the organization's ignoring its guiding principles, and thereby changing its character • Even if you do everything right, running a business of this sort takes constant attention • As a business, you're at the mercy of the market in several ways

  4. When would you consider developing and marketing products? • You have, or have thought of, something you're really eager to sell • You have the resources to try it • You have a solid business plan • You really need a steady source of income that's not tied to a funder's priorities or restricted in any way • Market surveys indicate that people are likely to buy what you have to sell

  5. How do you develop products to sell? • Your product(s) should have something to do with the organization • If possible, it should advance the mission of the organization in some way • It should be useful in some way • It should be of excellent quality • It should be affordable, or at least a good value for the money • It should be something people will want to buy for itself, not just to support the organization

  6. How do you market your product? • Customer centeredness • Pretesting • The Four P's. • Product • Place • Price • Promotion • Monitor and adjust

  7. Creating an infrastructure to run the business • Take account of: • Taxes and other legal issues • Logistics • Day-to-day management • Fiscal management • Other possible issues

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