I’ve talked about differentiating your business before (Why you?) – that is, how does your business stand out from your competition and deliver a higher level of product and service? Here’s another simple, but great example of a business doing exactly that.
The pizza business is very competitive. Just think of the number of pizza restaurants in your neighborhood. And although some might argue, pizza is pizza. So, how does one pizza business differentiate itself from all the others in such a commoditized market?
Enter this pizza restaurant (EOC stands for East of Chicago) located in an area that, as you may have guessed, is heavily agricultural. The last few weeks have been planting season, which mean long days in the fields for the farmers and their crews. Those guys get hungry, but don’t have time to go into town for lunch or dinner.
This pizza business has identified that unmet need and offered a solution. By offering “delivery to your tractor”, they’ve not only differentiated themselves, but expanded their customer base. If the sign simply said “WE DELIVER”, it probably never would have occurred to these customers that they could have fresh pizza for lunch, instead of the usual alternative of brown-bagging it.
Think of this example in terms of your water systems business. Are there opportunities and ways of reaching customers right under your nose that you haven’t thought of?
By the way, do you know what the other side of that sign says? “WE ALSO DELIVER TO THE BALLPARK”.