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mission , they mean it . The team tests their content ’ s relevancy constantly and pivot often making it better , more available and supportive . They have also built an organizational culture that insists that everyone reflect that same dedication . Their employees are recognized and rewarded for living the vision and concentrating on their customers .
The lesson ? You get what you concentrate on . The sooner you and your team identify who your right customer is the sooner you know who to focus on . Don ’ t let up ! Insist that everyone maintain focus on the “ who ” your company exists to serve !
Small Markets Are Big Opportunities
Derek and Jessica realized that art teachers were an underserved market . Derek explains that , as an art teacher , Jessica couldn ’ t find quality professional development because of the way colleges and universities had developed their offerings . Most colleges serve their immediate region and courses are determined by potential students . It doesn ’ t make business sense to a college to go after the niche , art teacher market . Furthermore , apart from major population centers , there aren ’ t many art teachers in any given region . The result is that most art teachers are underserved .
Derek and Jessica realized that , in the intersection between the underserved market and the varied financial ability of a potential customer , there was an opportunity ! The Art of Education responded to this and offered / offers no cost , low cost , medium cost and high cost content offerings to the world of art teachers . This took time to develop , of course , and Derek and Jessica began with the “ no cost ” content . But this “ loss leader ” focus paid off with the growing opportunity built on customers who trusted them and appreciated their motives for serving them .
The lesson ? There exists underserved or poorly served markets made up of customers with available dollars to spend . They are waiting to be your customers if you can find a way to deliver authentic value to their real needs .
Connectivity Results in Lots of Neighbors
Derek and Jessica knew from the beginning it wasn ’ t likely that they ’ d find employees from or willing to live in Osage . Instead of using this as an excuse NOT to think big , they embraced the idea that it didn ’ t matter where someone lived . What mattered more was their willingness to commit to the mission of The Art of Education .
The lesson ? Even today , in a global market , we often think of location as a limiting or prohibitive factor to business opportunity . But it isn ’ t ! In a global market , we can be most anywhere , and so can our employees . We can start a successful business in a place like Osage , and our customers can be anywhere in the world .
There is a lot more to The Art of Education story , and I encourage you to explore it . But I hope these lessons are a good start for you to creatively find a new mission in the marketplace . If you
Mike
Wagner President , White Rabbit
feel that where you live is limiting , or that your resources are limiting , you are likely wrong . Today , we live and operate in an economy that isn ’ t as much about resources as it is about resourcefulness . Resourcefulness is at our fingertips ; we just have to choose to awaken it .
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Podcast Interview with Jessica Balsley
Podcast Interview with Derek Balsley
January 2017 13