Barney (my son) was poorly last week.
Every sick bowl was in use and the tumble dryer went into overdrive.
Now, after an entertaining video call with a doctor, where I awkwardly shinned a torch down his throat, he was diagnosed with tonsillitis.
I was dispatched to ‘big Tesco to pick up his prescription and a new thermometer.
Now, not to brag, but Lichfield’s big Tesco is B-I-G.
Think everything from garden chairs to a sushi counter.
Now, to get to the pharmacy you have to walk down the baby aisle.
… And next to the nappies, I spotted a thermometer.
An Tommee Tippee baby one.
Price tag – 45 quid.
I grabbed it quickly and carried on down to the pharmacy.
Handing over the prescription, I then asked if they had any other “in-ear” thermometers out back.
“Yep, their twenty pounds,” replied the pharmacist.
“Are they the same?” I questioned.
“Oh yeah, EXACTLY the same,” she said raising an eyebrow.
“Only one has the word baby on, and the other doesn’t – we sell a lot more of the baby ones,” she shrugged.
Write that down – it’s important.
- Same thermometer.
- Same store.
- Different target market.
- Double the price.
- More sales.
Hmmmmmm…
A powerful reminder of being niche in your targeting.
(And maybe a lesson in just how far you can exploit weak-willed, sleep-deprived parents.)
Making your mantra for money this week, this…
Can you too sell the exact same thing, to a different market, at double the price?
Chances are you probably can, and probably should.
Anyway, good news for me – I saved twenty-five big ones.
… Plus, 48 hours later the penicillin kicked in and Barney was back to bouncing off the walls.
Make More. Provide More. Be More.
Charlie Hutton
