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EVEN IF YOU'RE NOT A FISHMONGER (OR DON'T RUN A SMALL BUSINESS) READ THIS, THINK TRANSFERABLE AND LEARN.
I'm often amazed when smaller businesses think the secret of success is to be more like the big ones when in fact the opposite is true.
In my local town we had only two fishmongers, and life was good for the fishy folk. Then within 2 years we were bestowed with a Tesco, Waitrose and Marks & Spencer. I love buying fresh fish, so keenly observed what happened next to my local purveyors of poissons.
Fishmonger One started to complain about Tesco. He complained to the local press, the other retailers and even his customers. I remember him telling me that he couldn't compete on price with Tesco (I hadn't even asked about price!) After a lame and bitter fight he closed and even put a notice in his window blaming Tesco et al.
Fishmonger Two was different. She got to work creating a local brand and local loyalty, she would tell you about the fish, when and where it was caught and offer some little extras if you spent a few pounds more. She must have felt the effects of the three new arrivals in town but she didn't complain once. She survived, thrived and of course since her rival closed she's never been busier.
Don't try to be like the big boys. Flip It and find out what they don't do that you can, and what you do that they can't.
Here are a few ideas to get you started...
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