Action Step 31: Fantasize Your Perfect Location Brainstorm the ideal location for your business For a retail business, start with your Target Customer Once you have a general idea of location write down other important items For an Internet-only business review your distribution options and look at multiple channels If you need a manufacturing site, review the second half of the chapter If you are going to be home based, review the home office option and go to Action Step 32.

Action Step 32: Is a Home Business in Your Future? List reasons to work at home List the problems of working at home List solutions to problems of working at home Go technical - what will it cost you? Where will your workspace be? Check out your home insurance Check out health insurance if needed Talk with your family and friends who own home-based businesses

Action Step 33: Seek Professional Help for Site Selection Visit a commercial real estate agent or online broker site for information Find out about growth in the community and major road plans and developments Prepare your questions and visit a broker but leave your checkbook at home

Action Step 34: Exceptional Customer Service through Touchpoints Develop ways to make each touchpoint memorable for your Target Customer Exceed your customers' service needs Only incorporate tactics that do not exceed your time or money constraints Keep refining your touchpoints Remember that everything matters

Action Step 35: What Are Your Customers Worth? How Can You Make Their Dollar Value Memorable? Determine the dollar value of your customer Consider the number of future clients you can expect to gain through word of mouth Design a way for you and your employees to remember the dollar value of customers When customers are treated well they return and bring other customers - everyone benefits!

Action Step 36: Brainstorm a Winning Promotional Campaign Disregard all budgetary constraints Workable solutions often develop out of unrestrained thought Envision endorsements from movie stars and the services of a first-class catalog house Specify the perfect customer list Put your passion for your business into your promotional ideas and campaigns

Action Step 37: Attach a Price Tag to Each Item of Your Promotional Package Research the cost of top customer connectors Outline how you will implement the free ones Imagine you have chosen the promotional mix of: Website - determine the cost to develop Direct mail - contact brokers, ask for recommendations and discuss costs Personal selling - budget the time and money you need Determine the cost of any other ideas you have developed