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>Finance Raising Funds >http://www.inc.com/magazine/20070101/finance-elevatorpi >tch.html >Apparel company Sistahs of Harlem has creativity, >buzz, and attitude to spare. > >Though I don’t have enough to invest in anybody’s >business, this article caught my attention, when I saw >“Elevator Pitch.” I don’t like the term “pitch” >applied to sales since a pitch is intended to be >delivered to a small area, but thrown in a way, so a >batter can’t hit the ball. We should want prospects to >hit home runs with what we deliver. > >Aspirations Can Be Inspirations For Buying >“Investors React” is a good reality check. I agree >with the panel. I think I have a resolution for the >Sistahs. It seems they’re appealing to aspirations. >Not everybody who wears the Bessie Coleman collection >will be a pilot. But flying doesn’t have to be >literal. “Flying” can be when we’re feeling & doing >our best. > >I wonder how much J. Peterman-style personality is on >the clothing tags. > >Though I don’t know their target market precisely >enough, I think the age range is too wide as it’s >stated. Females, ages 15-50, may not have enough in >common to form a cohesive market. In reality, the age >range may be highly accurate. > >Other than the obvious gender & racial traits, what do >the 15-year-olds & 50-year-olds have in common? Do >they aspire to be like women in their early 30s? > >Teens typically want to be perceived as mature as (as >they feel) they are. Middle-aged people typically want >to be perceived as vibrant as (as they feel) they are. > >In “Bottom-up Marketing,” Jack Trout & Al Ries wrote, >“The target is not the market.” Preteen girls aspire >to be more mature teens; some read Seventeen Magazine. >But few 17-year-olds read Seventeen Magazine. > >In a case like these fashions, the Sistahs need to get >their styles worn by 30-35-year-old women, so >15-year-olds & 50-year-olds will wear their styles. If >most customers are teens, middle-aged women might >think, “No! Those are something my daughter would >wear.” If most customers are middle-aged, teens might >think, “No! Those are something my mother would wear.” > >What may happen later is what I call >reverse-aspirations. More women in the mid-30s may >wear those fashions when they see their role models >wearing these. They may think, “Oprah looks good in >those clothes.” If they want to feel & appear younger, >they may notice 25-year-olds wearing these styles. > >The key is to focus on the target age group, but let >the desired market feel the benefits are in their >reach. > >First, to make this work, they should appeal to the >group with the strongest desires & biggest budgets. >Teens may not have as much money as women, but women >tend to have more financial demands. Which group feels >they “gotta have it?” Does this group have the money >to get it? > >Also, why do they feel they “gotta have it?” Is it for >social settings or careers? This should be integrated >also, so the market knows those clothes are ideal for >certain situations. > >Dennis S. Vogel >When you “gotta have” positive results & positive cash >flow, you need effective information to implement. >You’ll find a lot of it in this forum & in my free >information web site. >http://www.lakefield.net/~thrivingbusiness/

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