BNET recently posted a story about the success of Crumbs Bakery in New York City. The article is titled, “Startup Survival: How to Get Past the 3-Year Hump,” the point being that smart marketing makes for financial success.
The rational way to raise your gross margin is to differentiate your business by redefining your company as the only player in a specific niche, instead of being just another company among larger ones. Crumbs has distinguished itself by selling the world’s best cupcake. It leads with cupcakes, reserves the best merchandising space for cupcakes and displays cupcakes above the fold on its website.
If your company is the only one that can do what you do, then you can increase your margins. How can we help you solidify the idea that you are the only one who can do what you do?
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