Lean Canvas Model Section 5- Channels
The fifth section of the lean canvas model is called channels. These are the channels of information about your business that makes it to your customers.
Channels is another way of referring to advertising. How are you going to let customers know who you are and what you do? There is a lot to consider when deciding how best to get the word out. This is why establishing customer segments is so important. Advertising costs money in most cases, and even when it doesn’t, it takes time. For a new business owner, money and time are not something you want to waste. Here are some things that you want to consider when looking at
There are many mediums you can use for advertising.
Social Media-Facebook, Instagram, Snapchat, TikTok and more. Look at what members of your customer segments are using and focus on that. Facebook and Instagram are linked so you can post to both at the same time. You can also easily share TikToks on Facebook and Instagram with just toggling a switch. This allows you to take time to post on one and have impact on 3. You can pay for advertising on social media, but that isn’t always helpful. You can focus your advertising within a certain mileage of your business, though. Consider ways to make your social media interactive, such as offering a discount for followers, or doing a drawing when you reach a certain number for a gift card or free item. This will potentially reward followers for sharing the word about your business. Social media can be a very cost efficient way of advertising, it just takes commitment and time to do it.
Television is an option for certain businesses and target markets, but is very costly and may not have a great return. More an more people are choosing to not have traditional cable and go with streaming, so advertising on local stations may be more beneficial since you can advertise on their webpages and on videos they post online. Many people are opting for antennas now as well to watch local stations. By advertising on local stations, you may be able to target people in the specific area you are located in.
Print advertising such as newspapers and magazines is a shrinking market for advertising. Most people do not purchase a daily paper at this time. This may be a way to focus on an older demographic however. If you want to advertise to seniors and retired individuals in your area, the newspaper may be the way to go. Magazines and newspapers have an online presence as well so that can be an option. News papers are very aware of which pages are most viewed, so they will charge more for pages that are viewed more.
For any location near the interstate, billboards and signage that is visible from the road is very helpful to draw in customers. Traditionally, fast food chains dominate food eaten on the road, but many travelers are looking for interesting local options along the way.
Signs like these draw in customers, but do have a fee associated with them. You could also consider a sign that is high in the air and visible for a great distance above any tree lines.
Although an older form of advertising, dropping off flyers with a coupon at local businesses and offices can spread the word for those looking for a place to eat on a lunch break or before work. This shouldn’t be your only consideration for advertising and should be supplemental and not primary.
Depending on the type of business you have, business cards may be helpful. I have a small baking business and often when buying the 20 pounds of powdered sugar that I buy at a time, people will ask about what I need all of it for. I always have business cards on hand for those situations. (Although, COVID has forced me to do all my shopping online.)
Having a legitimate website with menus and pricing is hugely helpful. This website is hosted through Squarespace and it doesn’t cost very much at all. Nothing is more frustrating when looking up a restaurant online and not having any way of looking at a menu except for a 2 year old menu at a bad angle on Yelp. This money is worth spending because it gives you an image of being polished and a legitimate business before customers even come in. Making contact information easily available is vital in any business. A website can also be an easy way to take online orders. People now do not want to talk on the phone. Being able to directly order a meal in an online format allows customers to order exactly what they want with no misinterpretation. It also frees up staff for more important tasks in your business such as checking customers out or serving.
As you can see, there are all sorts ways to communicate with customers. If you have ever been to eat anywhere besides your house, you have had negative and positive interactions. Which places blew you away, which didn’t? Which advertisements intrigued you, and which annoyed you or made you angry. When you are advertising, don’t say, “We have the best burgers.” Give your customers details. Do you have a special spice mix? Do you cook them a specific way? Do you have crazy creative toppings? Are your fries and sides different? I have never believed any business owner who told me they are the best. If you can’t find other ways to describe your food, you haven’t thought about it enough. If your statements about your products sound generic and like they could describe anyone’s product, you will not convince anyone that you are different. There are so many words in the English language, that basic words just won’t do. Also, never use the word “moist.” It’s gross. No one likes it. Ok, maybe that’s just me….
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This is some of the filming equipment that I use for my YouTube Videos.