Intermediation Biz Opportunity: Matchmaking

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus - you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

Let’s talk about arranged marriages. OK, not quite – but have you ever thought about how matchmaking can apply to business? Read on…

In an introductory post, I opened up the idea of potential business opportunities that exist by thinking about The New Intermediation. The Ugly Graphic below depicts how this works:

Intermediary1

In a second post, we discussed the opportunity of Curation (filtering and delivering information) in the world of new intermediation. Today, let’s look at another manifestation of the new intermediation: Matchmaking.

A matchmaker is a key individual, platform, or company that has deep connections with a pool of people/providers, and then brings the right (targeted) resource to a client with a business or personal need.

Think of what recruiters (headhunters) do. It’s that kind of intermediation, but scaled in new ways and applied to other business problems beyond staffing.

My Impactiviti business (identifying optimal outsource vendors for my pharma clients looking for training/marketing suppliers) is one example of business matchmaking (see graphic here).

In Kansas City, my friend George Weyrauch has launched Rock Creative to provide a very similar service for creative types.

Another example familiar to many is HARO (Help A Reporter Out), the news/resource matching service launched by Peter Shankman. Reporters have always had a need to find subject matter experts. Many people who could be valuable resources are invisible to media types. So, HARO was born – a daily e-mail service where journalists looking for sources post what they need, and targeted individuals respond. Simple, brilliant matchmaking. And Peter is smarter than me, because HARO is fed-by-both-sides e-model that was able to be increasingly automated. I’m not jealous. I’m really not. OK, I’m jealous.

IntermediationHARO

(on a side note, HARO was bought by Vocus a year or two back. Creating a winning intermediation service can have quite a significant ROI!)

Our world of business has always run smoother because of intermediaries. There are bridges that need to be built – today, and tomorrow. Gaps are everywhere. Intermediaries see them, and create beneficial connections<<–(click to tweet this)

Many roles, of course, have been disintermediated through technology advancements. But other, digitally-fueled models have arisen. Sometimes, they are ePlatforms, like Match.com and eHarmony (where “matchmaking” is not a metaphor, but is the whole point!) Do you know of other matchmaking business approaches that you’ve seen recently enabled in our networked world? Do share in the comments!

Your Go-To-Market Message (in 10 words or less)

In Part 1 of this brief series (We Do This, and this, and this, and this, and…), we looked at the necessity of having a very clear offering. Amazingly, many companies and consultants fail to make a permanent impression on others because they are tempted to offer too much.

Others, who might be potential customers, or valuable sources of referrals.

Once you’re clear on your offering, the next step is to define and distill a core message – in my Clarity Therapy process, I help create something that is 10 words or less. The goal is to be able to impart your key message before the elevator door even closes (think elevator phrase, not elevator speech!)

When I summarize my client-vendor referral business (Impactiviti), I tell people that I have a win-win business: bringing great clients and top vendor-partners together (I often follow that by saying “Impactiviti is the eHarmony of pharma marketing and training” – but that’s the analogy, which we’ll cover in part 4).

People have a very limited memory space, and lots of distractions. That’s why you need a message that is concise, compelling, and sticky. And, critically important: TRANSFERABLE. Every person who hears and absorbs your message is a potential source of referrals.

I recently had a delightful coffee with a successful business professional in Connecticut, George Bradt. I remarked how much I liked the summary message describing what he writes in his Forbes columns:

As we talked about branding and organizational DNA, he proceeded to give a very concise summary of his company‘s well-defined offering, its clear message, the background story (that’s part 3 in this series), and 2 fabulous analogies. I was impressed. Very rarely have I sat down with someone that had such clarity about their business identity (if you plan to on-board a high-level executive and want to increase your chances of success – call George!)

So, picture yourself bumping into a prospective customer at a trade show, just minutes before the next session starts. After introductions, she says, “I recall seeing your name before, but what is it that you do?” Can you, in one sentence, give her the distilled essence, in such a way that she’ll still remember it after the session – and, be able to tell her friend over lunch about you in 10 words or less?

All the time and effort we spend on our marketing materials, websites, pitch decks, and industry events – is it well-spent if we do not have, embedded in all of it, a very clear and memorable message that cuts through all the marketplace noise and clutter?

Try to come up with this message (it’s a lot harder than you think!). We often have trouble seeing our own offerings/message clearly because “You can’t read the label of the jar you’re in.” But once you take the step of getting a clear message, it is immensely liberating, even confidence-building. You, your employees, your customers, and your bottom line will be glad you did!

Coming in part 3: People Buy Your Story

___________

Hire Steve Woodruff for Clarity Therapy

Recent posts on Connection Agent:

>> Customers Walking Past You

>> Four Questions for your Future

A New Venture – Impactiviti Talent Network

This week marks the official launch of something I’ve been working on for months – an On-line Job Board tied to Social Networking.

Maybe you can help us get it off the ground? Please read on.

My main money-making business has been in the pharma field – specifically, “matchmaking” pharma/biotech/med device client needs with optimal vendor/suppliers. It’s a wonderful business, being built on trust and networking – yet one of the (welcome) side effects is a constant behind the scenes effort to help people find new jobs, and clients find new talent. I’ve wanted for quite some time to find a way to meet this “matchmaking” need in a way that will build the business and help the most people.

Impactiviti Talent Network

I launched a Job Board (giving credit here to Twitter pal Jeremiah Owyang, who blazed this trail before me – thanks, Jeremiah!), but it was clear that the need was too large for me to take on without diluting the rest of my business.

So – I have brought on a business partner to run the Talent Network. On-line job posting will appear in a large searchable database (and in LinkedIn), AND be promoted throughout my extensive Impactiviti pharma social network. My partner Jan is making calls into the vast pool of organizations who could benefit from this broad and targeted approach to getting industry job listings noticed.

It’s a win-win-win business model, my favorite kind. Here’s the link to the overview and the Job Board.

How can you help? Well, by tweeting the link to this post, for one thing – I want to gain maximum exposure for this initiative. And especially, if you have any contacts in pharma/biotech/med devices HR organizations – staffing professionals who are looking for a recruiting edge – would you please send them the link (http://impactiviti.wordpress.com/impactiviti-job-board/)? There’s a downloadable .pdf file there that gives the basic info needed.

If you know people we should talk to who would benefit, please feel free to send me an e-mail (stevew at impactiviti dot com)

Also, any companies that service the pharma industry (agencies, vendors, etc.), and want to list jobs, can do so as well. And, of course, job seekers can go right to the Impactiviti Job Board and search for new positions.

Thank you in advance for being part of this new venture. It’s social networking being put to work!

————-

Subscribe to the StickyFigure blog

Twitter: @swoodruff

Connect with Steve Woodruff

Five in the New Year

ny-eve-nyIt’s 2009 (and a beautiful morning here in Boonton, NJ)! And, I’m convinced, it’s a year when many are going to seize the future, thumb their noses at all the bad economic news, and create new careers for themselves.

With that in mind, I thought I’d pull together the year’s first Five in the Morning post with a handful of my posts from 2008 encouraging the networking and entrepreneurial spirit. So….

Do you have an Opportunity Network? (from MarketingProfs Daily Fix blog) – The old corporate safety net is gone. But the new safety network, and the new opportunity network, is here for all of us to weave ourselves into. My faith has grown the longer I’ve participated, that “If we build it, (opportunity) will come”…

Personal Branding – What’s your value-add? (from MarketingProfs Daily Fix blog) – You don’t have a brand worth a nickel unless you are clear in what value you have to offer. That’s true of personal branding, corporate branding, political branding, and whatever other type of branding du jour we’d like to dream up…

You – Projected (from my StickyFigure blog) – My feeling is that if a concept is valid, we should be able to distill it down to a very few words that capture it well. So, with personal branding, here is my take. Two words. You – Projected

I’m Pursuing (Niche) Domination (from MarketingProfs Daily Fix blog)  - What is niche domination? It’s creating, or moving into, a market cavity narrow enough that you can become the big fish, and expansive (or expand-able) enough that you can make a living dominating it…

Be Prepared – Like, Right Now (from my Impactiviti pharma blog) – Your future is in your hands, and you need to be prepared to take the reins at any time. In fact, even if you are gainfully employed, you need to take the reins right now. Let me suggest one simple word for each of us…

But what were my most popular posts of 2008? The StickyFigure Spoofs, of course! And, to launch 2009, here is the latest (or earliest): Social Media Maven named new Head Coach of Detroit Lions.

BONUS – If you haven’t tuned into Rick Liebling‘s Smart People / Smart Ideas series, it’s a good one. Here’s the recap from 2008. You can follow Rick on Twitter @eyecube

Subscribe to the StickyFigure blog

Follow Steve Woodruff on Twitter

(Image credit)

StickyFigure TWOday

Today, October 10th, marks the second anniversary of my first StickyFigure post (and although the writing is a bit jagged, perhaps, “How to Waste 100,00 Billboards” is still one of my favorites!)

I’d actually started blogging the previous July, for my solo pharma consulting business (Impactiviti), and that blog is alive and well and absolutely central to my paying job. Impactiviti is an example of using the power of networking to create an entrepreneurial business.

These ramblings on branding, marketing, social media, and whatever else strikes my fancy as an Idea Communicator end up at StickyFigure. This blog is actually an extra-curricular activity for me (as is a personal blog at SteveWoodruff.com which contains ruminations about family, politics, philosophy, life in general, and feeble efforts to get better at writing and telling stories).

I’ve met so many wonderful and supportive people through this blogging and twittering marketing community that I can’t imagine being on this journey without your virtual (and sometimes face-to-face) accompaniment. If I often feel like a rank amateur among you professionals, you’re not at fault in the least for that – you who have become readers/commenters/friends have always treated me with nothing but kindness and respect.

So, though we can’t blow out candles and lift up a good ale together today, know that I’d like to, and thanks for coming alongside over these 2 years. I love you guys.

Reblog this post [with Zemanta]

Turning Points: How I became a Consultant

It was on I-80 Eastbound. On the way home from a little father-son getaway with my fourth at the Great Wolf Lodge in the Poconos. After a day of water-sliding, a professional epiphany at 60 miles per hour.

For 9 1/2 years, I’d worked with a small company doing sales/marketing/biz dev in the pharmaceutical training field. Enjoyed it, saw the company grow, but came to recognize that I had fundamentally different perspectives than the owner on many business approaches. Though we got along in a pretty transparent relationship, there was the constant sense that we were pulling in different directions.

Suddenly, driving home through the Poconos, it came to me. I wasn’t going to change. He wasn’t going to change. It was time to go our separate ways. If I was going to fulfill my professional desires and drives, and add maximum value, I had to “create it myself,” and not vainly hope that someone else would conform their business to my ideals, or custom-create the perfect position for me.

And what I had found I enjoyed most, over the years, was not selling. It was consulting. This, after almost 20 years in sales! But now, I was finally ready. I had the knowledge, the desire, the network, and ability to market. Gradually, a niche business consulting approach emerged in my thinking.

Giving what amounted to 7 months notice, we de-commissioned my role in the company, and after 10 years, I launched out as a consultant providing training strategy and expertise, as well as a unique vendor-client “matchmaking” service. I long believed that the best chance for business success is by defining, creating and occupying a unique space, and this was my chance.

The first year was hard. After 9 months, I began really questioning whether this thing was ever going to get “wheels up.” But then business steadily picked up, and now, I am dependent only on pleasing my clients, not on fulfilling someone else’s agenda. Wonderfully liberating.

How about you? Where was your professional “turning point” that started you on your course? Write it up on your blog and share the story!

(Image credit)

(this post was inspired by Director Tom (Tom Clifford), who did a Twitter post about writing up the 7 minutes that changed his life in the direction of becoming a filmmaker [once his post is up, I'll link to it]. Tom suggested a series called Turning Points – so, here we are! Readers are encouraged to write up their own, and I’ll link to any that participate!)

Here is CK’s take on her career…

Zemanta Pixie
Follow

Get every new post delivered to your Inbox.

Join 152 other followers