The $100 Startup

but Naomi started with a single consulting service: the service of brainstorming. Over the course of an hour and for an initial fee of $250, she would evaluate marketing ideas and provide feedback on ways to improve them. Nothing more, nothing less.

Here are a few projects I’m thinking about working on during the next few months, but I could be totally wrong. Please let me know what you think of each idea. Idea 1 Idea 2 Idea 3 etc. I then apply a simple ranking scale to each idea and ask the respondents to stick with their first impression. The ranking scale usually consists of answers such as

Price your product or service in relation to the benefit it provides, not the cost of producing it.

2. Offer customers a limited range of prices. 3. Get paid more than once for the same thing.

Digital publishing tends to fit into at least a few categories: one-off products, fixed-period courses, and recurring subscriptions.

An inefficiency in the marketplace.

The key to this model is not market share. It’s share of the customer. And to gain more of each customer’s budget, you first have to zealously treat every customer as a “best” customer,

“Could you explain what you do to your grandmother, and would you be willing to?”

2. The Incredible Guarantee, AKA “Don’t Be Afraid” Regardless of what you’re selling, the overriding concern of many potential customers is, “What if I don’t like it? Can I get my money back?”

More than anything else, value relates to emotional needs. Many business owners talk about their work in terms of the features it offers, but it’s much more powerful to talk about the benefits customers receive. A feature is descriptive; a benefit is emotional. Consider the difference in the