A famous general once quipped that in order to beat the competition (actually, €enemy' was the word he used, but still), we have to know the competition. And for a fledgling courier company, these words of wisdom should give you a major clue about where to start€"right on the trail of your business rivals. This doesn't mean you'll have to resort to dirty tricks, though. Instead, you should exhaustively study other existing companies and see what they're missing; once you identify a spot to can undercut them, you can go for the jugular. So where do you start looking? Here are a few tips for starters.
Look at your competitors' rates
You cannot establish a courier company thinking you're an isolated, self-sustaining enterprise. Chances are, you're pitching your tent in a place that's already swarming with competitors, and doing your business as if the others do not exist is like the proverbial ostrich burying its head in the sand. Sure, you can treat your competitors as your €enemies', but as the old saying goes, €keep your friends close, and your enemies closer'. What we mean is make your decisions based on what your competitors are doing. One important area is pricing: look at the fees and rates of your competitors. Start with those operating within your town, city or even region, and try to discern how your newly established company can sneak through whatever cracks you find. Maybe the others are charging too much; or maybe they're charging too low and matching it with lackadaisical service, and customers are just €starving' for premium service. Your rivals' numbers are vital clues as to how you should position yourself; don't take your eyes off them.
Identify a niche
Perhaps when you first thought of starting a courier company you thought it was all about finding people who need something delivered or transported from Point A to Point B - and that's it, right? Wrong. Like other industries, this particular field can be differentiated and, often, finding your own niche is your best chance to gain a foothold in a saturated market. Again, examining your competitors may give you an idea about identifying a niche. Maybe the other company services a specific type of customers and there are other categories left untapped; or perhaps you're operating in an area populated by schools or specialty food stores and you can focus on serving them by giving them special rates.
Invest in creating a recognisable company logo
People respond well to visual stimulus and you should take advantage of that with the use of a good logo they can easily recognise. Take a good look at the brand or company logos of big and successful competitors, and design your own courier company's logo around them. See how they work to create a familiarity and instil a sense of honesty and reliability. You may be best to hire a professional designer for this but the result should be well worth the investment.
Look at your competitors' rates
You cannot establish a courier company thinking you're an isolated, self-sustaining enterprise. Chances are, you're pitching your tent in a place that's already swarming with competitors, and doing your business as if the others do not exist is like the proverbial ostrich burying its head in the sand. Sure, you can treat your competitors as your €enemies', but as the old saying goes, €keep your friends close, and your enemies closer'. What we mean is make your decisions based on what your competitors are doing. One important area is pricing: look at the fees and rates of your competitors. Start with those operating within your town, city or even region, and try to discern how your newly established company can sneak through whatever cracks you find. Maybe the others are charging too much; or maybe they're charging too low and matching it with lackadaisical service, and customers are just €starving' for premium service. Your rivals' numbers are vital clues as to how you should position yourself; don't take your eyes off them.
Identify a niche
Perhaps when you first thought of starting a courier company you thought it was all about finding people who need something delivered or transported from Point A to Point B - and that's it, right? Wrong. Like other industries, this particular field can be differentiated and, often, finding your own niche is your best chance to gain a foothold in a saturated market. Again, examining your competitors may give you an idea about identifying a niche. Maybe the other company services a specific type of customers and there are other categories left untapped; or perhaps you're operating in an area populated by schools or specialty food stores and you can focus on serving them by giving them special rates.
Invest in creating a recognisable company logo
People respond well to visual stimulus and you should take advantage of that with the use of a good logo they can easily recognise. Take a good look at the brand or company logos of big and successful competitors, and design your own courier company's logo around them. See how they work to create a familiarity and instil a sense of honesty and reliability. You may be best to hire a professional designer for this but the result should be well worth the investment.
Source...