Legoland, Mike mentioned 'advantage' and I think he is right. I am steadily building a business based on the concept of industry innovation, being different, best customer service, favorable pricing and a lot of work. It's working for me. My company is the only one in our area specializing in low moisture processes. (Might add a Steamin Demon next year, which changes the game plan some.) But 'advantage' means easier, not easy. With a 'different' method comes the need to get very good at educating your potential customer. This means:
1. Finding your potential customer, and no, it's not everyone with carpet. (Everything I've experienced and learned tells me that market penetration is usually a fraction of what most entrepreneurs estimate. Fraction means, like, 30% of what you want to write into your business plan.)
2. Gaining access to talk with them.
3. Finding an opening in their experience (actually lack of experience) in regards to carpet cleaning options so you can provide a little education. Then educating them while you are cleaning. I know, people are really buying "clean carpet" not a particular process. But in the process of building trust you WILL get a ton of questions about what you are doing and how it works. Most customers ask these questions not to learn about carpet cleaning, but to learn about you and decide if they can trust you.
4. Once you have done the education, getting them to say yes to opening their pocket book on your behalf.
A solid, no risk guarantee goes a long ways toward step 3 and 4. "If you are not happy and I can't make it right you pay nothing."
