Risk and Return

By July 15, 2011April 5th, 2016Notices

When clients come to Zeumic to develop a website to market their product we assume that they have done their homework in respect of:

(a) need for their product; and
(b) affordability in the current climate.

In conjunction with the client, Zeumic produces a website intended to provide customers with:

(c) sufficient data and information to facilitate a decision to purchase; and
(d) ease and safety of transaction for both parties.

However, business is not as easy as just setting up a website/shop and waiting for the money to magically/spontaneously come pouring in.

You have to:

(e) advertise, advertise, and advertise some more in order to get customers to want to visit your website;
(f) provide all the necessary information to answer ALL their legitimate questions; and
(g) get customers to stay on your website for long enough to absorb the message.


(h) continually analyse your customer’s behaviour on your website;
(i) find where improvements need to be made;
(j) run additional marketing campaigns; and
(k) review marketing statistics.

Most of the time the answer lies in more, more and more!  Meaning:

(l) more photos;
(m) more information;
(n) more advice; and
(o) more answers to questions you hear or feel from the customer.

Businesses eventually either get it right and start to see better conversions, or they give up by disposing of their company through a business broker.  Some businesses don’t realise they could have sold using a broker and just end.  80% of new businesses don’t last 5 years.

The operative argument here is ‘risk and return’.  Business is always chancy.  You have to take considered risks, try new things, keep working at it until you see results.  It’s a personal decision whether the cost of the risk is too high compared to potential returns, or even compared to other things you could be doing.

You have to learn and adapt.  You have to build up trust.  You need to develop a reputation for honesty, integrity, and super-fast turnaround.  And you need to advertise.  Without advertising no-one will ever learn of that which you are offering to them, they won’t visit your website, and you will never make a sale.

In today’s electronic world, a website is a business starting point, not the end point.  But it will become the end point without continual development, advertising, and relevance.

[Footnote] In 1969 Phil Knight of Nike started by selling shoes out of the back of his car at athletics meets, he learned and grew.

[Footnote] In 1991 John Ilhan of Crazy John’s left his job as a salesman at Strathfield Car Radio and opened his first store across the road of his previous employer, he learned and grew.

[Footnote] In 2004 Mark Zuckerberg of Facebook started a website called “The Facebook” as a student directory system for students studying at Harvard University, he learned and grew.

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