So How Does Being Resourceful Possibly Help Your Mom And Pop Restaurant Be More Successful?
Ever wonder what the real profitable differences are between being resourceful and simply having direct or indirect access to various resources? Often times the long term differences can be quite dramatic. Case in point. You could take two fairly upscale local Mom & pop style restaurants.
And while both have great tasting food and courteous and extremely professional waiters and waitresses. And both owners are able to consistently earn a full time living.
One restaurateur routinely earns additional passive front and back end gross profits and doesn’t struggle anywhere near as much as the other one does.
Because restaurant owner(B.) even though they too work extremely hard by and large a staggering 99% of any profits they generate are either created on the initial front end of their business or not at all. And restaurant owner (A.) started extremely slow.
But now both he and his staff can now systematically earn additional passive side income even when the restaurant is closed. Or if they left the restaurant business altogether. Say what? Nod your head cadets because it’s true.
So What Does It Mean To Be Resourceful Anyway?
It’s a great question and so glad you asked it. First of all in this (hypothetical) marketing example. Which is being used strictly for marketing illustration purposes only.
Local Mom & pop restaurant owner(s) (A.) are purposely stepping out just a little beyond their comfort zone. And as a direct result they’re now going to be strategically combining some modern technology and automation to their long term marketing mix. And for literally pennies on the dollar they will be systematically using and generating some potentially bank account filling marketing leverage. Say what?
While sadly extremely hard working and dedicated restaurant owner(s) (B.) continuously struggles and constantly swims up stream generating very little “if” any bankable marketing leverage at all. And they’re steadily wondering “why” they can’t seem to do more than barely carve out a fully live-able full time income.
And the constant stress and financial pressure of trying to do so is not only putting enormous pressure on their extremely high rate credit card financed debt. But their personal relationship is starting to suffer greatly as well. ( Sound all too frighteningly familiar?)
So What Or How Is This Automation Or Technology Angle Supposed To Help A Local Mom And Pop Restaurant Owner?
Another great question. And once again so glad you finally asked. First of all as a direct result of the restaurant owner (A.) finally deciding to invest in a reputable paid email service provider. They can now start systematically sending their subscribers -both- pre written drip -follow up- campaigns. And the periodic previously unscheduled “broadcast” campaigns. Huh?
And since they chose Aweber as their state of the art paid email service provider of choice. (Because it’s both easy to set up and their multi year award winning customer care specialists. (Who are available to you and I M-F from 8 am to 8pm EST (Eastern Standard Time or New York Time.) And available by chat only on the weekends until 4 or 5 pm.
And their closed on all or practically all of the major holidays within the US. Anyway, now that you or your major competitors can initially set up your Aweber account for free. Say what? That’s correct.
Now you can set up your semi limited to one initial list Aweber account and not pay a dime until your opt in subscriber base exceeds 500. But in this particular case extremely proactive restaurant owner (A.) is going to set up their fully functioning paid account and pay the $19.99 per month to have immediate access to all of the bells and whistles.
And their rate doesn’t go up to $29.99 per month until their opt in subscriber base exceeds and remains above 500. (And of course you or your major competitors save X% simply by paying pre-paying quarterly or annually instead of monthly.)
Okay So You You Sign For A State Of The Art Reputable Paid Email Service Provider! (Now What?)
Now the potential bank account filling magic starts to happen. Huh? First you or (your behind the scenes JV (Joint Venture) partner- more on this rarely utilized marketing strategy coming up shortly in part two, okay?)
You create a fairly basic sign up form or full fledged lead capture page using Aweber-s rather basic yet extremely practical page builder. And restaurant owner (A.) offers a free drawing in order to start building their all important prospect/customer subscriber base.
(Extremely important note: While there all definitely some key technical differences between a sign up form and a lead capture page. You basically need to understand both are used to build your email list of red hot prospects or paying customers.)
So let’s say they offer each months 1st grand prize winner dinner for two. Plus a high end bottle of wine which typically retails for somewhere between $75-$90 dollars per bottle or X. And the double dinner coupon is a $110 dollar or X dollar value as well. Say what?
Entrepreneur Once Or As You Build Your Own In House List! ( You’re Also Simultaneously Creating Ultimate Control!)
Fast forward and let’s say over the course of 90 days give or take restaurant (A.) now has 479 subscribers -customers of theirs- who entered their free drawing. And for whatever reasons 7% of them have already unsubscribed. (Which means 93% of them or 445 are still active subscribers. (479 x .93% = 445.)
Now restaurant owner (A.) can send an extremely time sensitive, previously unscheduled ‘broadcast” email message to all (or part of) any give list they have set up in their paid Aweber account.
(You can’t access the segment feature when your account is still free.) And let’s say the restaurant averages a 37% email open rate. So at least 164 of their subscribers open the email. (445 x .37% = 164.)
And another 30% click the link and set a reservation for later that night. Because things are sort of slow and the restaurant is offering a full 50 or X% off one of their top selling dinner winners. (164 x .30% = 49.)
Which usually retails for $89 dollars. With every pre paid order of dinner for two, which exceeds $60 dollars or X. They can purchase at least one bottle of wine of their choice and instead of paying the usual rate of $89 dollars per bottle. They only pay $44.50 while supplies last.
You Don’t Need An outrageously Large List Of Extremely Satisfied Subscribers In Order To Steadily Generate Profits!
So out of the 49 locals deciding to take advantage of this extremely time sensitive offer-which- could very easily fill up your average, single location, independently owned Mom & pop family orientated restaurant, right? (In fact they may even create a temporary line of patrons waiting outside in order to get in.(Not such a bad problem to have, correct?)
But 49 locals who average $60 dollars spent, means the restaurant owner (A.) just grossed $2,940 minus their costs to fulfill. And the waiters and waitresses earned some spendable tips. And the monthly lease is far more likely to be paid, correct?
Are you starting to appreciate the subtle, but real differences between being resourceful and merely having direct or indirect or indirect access to certain resources? Say yes.
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