Why -- and why not -- would you develop and market products? You know the advantages of developing and marketing products: ___It's a way to make money. ___It can raise the profile of your issue and your organization. ___It can provide jobs for participants and community members and/or involve them in supporting the organization. ___It can improve the whole organization's understanding of business and marketing . ___It could lend your organization more credibility with the business community. You know the disadvantages of developing and marketing products: ___To start up a business and keep it running takes time and money. ___Paying attention to the business may take the focus off the real purpose of your organization. ___Focusing on making money could lead to the organization's ignoring its guiding principles, and thereby changing its character. ___Running a business takes constant attention. ___As a business, you're at the mercy of the market. When would you consider developing and marketing products? ___You have, or have thought of, something you're really eager to sell. ___You have the resources to try it. ___You have a solid business plan. ___You need a steady source of income that's not tied to a funder's priorities . ___You've done market surveys that indicate that people are likely to buy what you have to sell. How do you develop products to sell? General guidelines: ___Your product has something to do with the organization. ___Your product advances the mission of the organization in some way. ___Your product is of excellent quality. ___Your product is affordable, or a good value for the money. ___Your product is one people want to buy for itself, not just to help the organization. Deciding on a product: ___You have conducted market research. ___You have responded to the results of the research. ___You continue to refine your product. Producing the product: ___You've looked for ways to produce at least part of your product locally. ___You pay attention to quality control. ___You pay attention to the service you get from your supplier. How do you market your product? ___You are customer centered. ___You have pretested both your product and your marketing strategy. ___You pay attention to the Four P's: product, place, price, and promotion. ___You continually monitor and adjust your marketing strategy. How do you create an infrastructure to run the business? ___You have learned about, and have instituted mechanisms to deal with, taxes and other legal issues. ___You've worked out the logistics of the operation. ___You have the personnel and systems to deal with day-to-day management. ___You have the personnel and systems to deal with fiscal management. ___You have the personnel and systems to deal with all elements of daily operation .
