It is what you’re known for, by your customers, your competition, your industry.
Janet is a 58-year-old librarian in Ajax. She’s gluten-free by choice. She is an avid outdoorswoman and likes that an outfitter provides all of the gear and food for her adventures as well as a partner to canoe with, because none of her friends are into the outdoors anymore.
Now that I teach marketing and small business to both outdoors programs at Algonquin College in the Ottawa Valley, I spend a fair amount of time talking about business planning. How to perform an environmental analysis and why it’s important make up a vital piece of the planning process for any business owner.