How to Launch a Business Instantly
My hang-up: I never trusted these guys. I never heard of them, and I was afraid I'd pay dearly for great suit material, only to discover these were be bait-and-switch con artists who sent great-looking suits of cheap material that'd look junky and rumpled after three cleanings. Yes, I could complain, but the tailor was in Canton, China, and fitter plying his sleazy trade to suckers in some hotel 700 miles away.
Warren Buffet’s testimonial on the quality of Trands suits is truly powerful, so the chance of cheapsy-weepsy material being substituted is off the table.
To get the business out of the chute immediately, this traveling salesman/fitter option would be the first step—finding world-class fitters, giving them territories, and heralding their arrival in towns with local newspaper and Internet ads.
The ads would hype two unique selling propositions: (1) Warren Buffett’s incredible testimonial with a URL where the prospect can actually see it, and (2) the promise that Trands custom fitted suits are now available in [NAME OF TOWN], so that, “You, too, can dress like a $37 billion man!”
If everything fell into place, the business could be up and running in three or four weeks. Maybe less.
My wife, Peggy, is president and publishing director of the Target Marketing Group with six magazines and a slew of ancillary products (including this one) under her aegis. She always looks like a million bucks. In addition, she's horrendously busy and doesn't have a lot of time to shop. How does she do it?
Peggy’s secret: The Worth Collection—a national marketer of stylish women’s wear at relatively moderate prices. Three or four times a year Suzy, a Worth sales associate, calls to alert Peggy of the new Worth line or a special something she thinks would look terrific. Suzy knows Peggy’s size, so whatever is ordered fits. The two women decide on a mutually convenient time, and Peggy wanders over to Suzy’s house just three blocks from where we live in Center City Philly.