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Mind The Gaps and How a Latina Entrepreneur Saved Her Family Business

Mind The Gaps and How a Latina Entrepreneur Saved Her Family Business

Have you ever had to hop over a puddle of water?

This simple act to avoid getting your feet wet is something we’ve all experienced. But there are some people that don’t hop over.

They jump in!

Both feet, right in the water, splashing water everywhere with a big smile on their face.

That’s what it feels like to see opportunity and seize it.

The same thing happens in the buying process of any product or service, we all go through some process. From problem/need and all the touch points on the way to solution/purchase. Through this process, there are often gaps and we are forced to make mental leaps or be keep researching to finally get to your product.

That’s where you find the gold.

The space in between all the tiny decisions we make along the way to have our problems solved.

One of the first questions I always ask my clients is, “what are all the questions and steps your customer goes through until they get to you?”

In that gap you have two primary opportunities:

1) Get in the path of your prospect

2) Develop new products that fill that gap

Put Yourself In Their Path (Know Thy Customer)

By identifying the decision-making process of your customer you can target those decisions directly. A simple and effective way is writing content that answers questions that naturally lead to your offering.

Then you can easily use Google AdWords to advertise directly to those asking the question. In other words, you’ve put yourself in their path.

Seize Opportunity with a New Product (Fill The Gap)

Latina entrepreneur Bricia Lopez did exactly this by reworking her father’s failing family restaurant and developing a line of high-quality mole (Mexican gravy) that is sold both online and grocery stores.

She was able to identify two gaps. After a customer left her restaurant — the ability to take home the flavor; and the desire for the growing Latino middle class to have new and higher quality food products.

You can read the full write up about Bricia Lopez here:
http://www.forbes.com/sites/viviannunez/2017/02/08/this-latina-created-two-successful-brands-by-spotting-gaps-in-niche-markets/

How To Mind Your Gap

There are two ways you can quickly identify your market’s gaps.

First, begin by developing your FAQ.

Gather all those questions customers ask you. In these questions, they are telling you exactly what problems they have and how they’d like them solved.

Second, what products and services are your customers buying before they get to you. There is an opportunity in there for either new product lines or strategic relationships with other businesses to offer your solution.

At the end of the day, it’s always the same, identifying problems and offering solutions. We can just be a little more strategic about it.

Juan Mirelez
Founder & CEO

juan mirelez

The Mind of an Entrepreneur (Why We Risk It All)

The Mind of an Entrepreneur (Why We Risk It All)

Twenty years from now, you will be more disappointed by the things that you didn’t do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover. – Mark Twain

WHAT’S ON THE MIND OF AN ENTREPRENEUR

First and foremost is a strong sense of individuality and desire for freedom. In many ways I think deciding to start your own business is simply a declaration that you wish to be the captain of your own ship.

It’s easy to look at that comment and think that just means wanting to be the boss. That would be superficial though and ultimately inaccurate. I’m sure that’s a case for some, but most entrepreneurs really just want control. Mainly control of your own life.

You don’t want to be pushed around and forced to do anything that you want to do.

It cracks me up because I don’t think of myself as some kind of control freak. Yet if I take a really honest look at my life decisions I am definitely a control freak. It all comes down wanting to be in control of my own life.

Maybe you had difficulties with authority figures. Or just couldn’t shake the feeling that you are wasting your time when you weren’t doing your own thing.

Any way you slice it you don’t want to be limited by anything or anyone.

WHAT ELSE DOES AN ENTREPRENEUR WANT

They are those that want to jump over their own heads.

The essence of the American dream is that you are not limited by your past, where you came from or what you have. But there is opportunity for those that are willing to go past the fear and create a new life for themselves and their loved ones.

That’s why I love this idea of rising mobility and named of my company Mobility Rising.

Like a lot of us I didn’t come from much. Growing up in the poor neighborhood on the south side of Chicago. Were just not getting caught up by the negativity of that world is considered to be an accomplishment by some.

Entrepreneurs are willing to put stability on the line in order to seize opportunity and make dreams possible.

WHAT ABOUT THE MONEY

Money is nice but it really comes back to freedom and control. That at the end of the day we all just want to free men and women with no limitations.

The trick is to realize that you already are.

juan mirelez
Juan Mirelez – Control Freak

Image Attribution: Viktor Hanacek


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