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Another happy client

Osys Naturals logo - Your Startup Guru
Osys Naturals

Osys Naturals offers a fantastic line of skin care solutions for razor burn, razor bumps, ingrown hair, and skin irritations.

Osys Naturals came to Your Startup Guru seeking financing to expand his company. Through our business plan and fundraising services Osys was able to secure the capital necessary to grow.

Contact us today for your startup needs.

Pabst Blue Ribbon: Why hipsters found a beer that was cool before it was cool

Hipster and Pabst Blue Ribbon - Your Startup Guru
Hipster and Pabst Blue Ribbon

Pabst Blue Ribbon’s (or PBR) rise and fall is a story of a market finding a product — unfortunately, it 170 years for it to happen. PBR has been around for 170 years but only in 2008 enjoyed a 6 year boom in popularity (outside of a brief moment in the 1970s). If hipsters were around 170 years ago, it wouldn’t have taken one hundred seventy years for PBR to find popularity.

It is better to find an under-served market and create a product/service for them than wait for a market to find your product/service.

Hipsters are known for following the latest trends and fashions, while eschewing things regarded as being within the cultural mainstream. Hence the term, “I was into __________ before it was cool.”

So why did hipsters like PBR? To put it simply, it was “retro chic”, anti-mainstream, and with many people still trying to recover from an economic recession, Pabst Blue Ribbon’s low price point was an attractive option. This brings us to a tool in marketing used to find customer groups — psychographic segmentation.

What is Psychographic Segmentation for Business?

Psychographic segmentation is used in market research as a way to divide consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behavior. Any dimension can be used to segment a group of consumers such as style, variety, availability, price, etc.

Hipsters avoided things that were popular and some of them were not price sensitive so they were willing to consider a range of beers that occupied a certain psychographic zone.

Psychographic segmentation of hipster beer consumption - Your Startup Guru
Psychographic segmentation of hipster beer consumption

As PBR’s popularity grew, it was departing from the zone of consideration – the region of price and popularity where hipsters were willing purchase from. Also, as hipsterism became more mainstream, the association of PBR with hipsters caused a self-fueling downward cycle.

Shift in Pabst Blue Ribbon popularity caused hipster abandonment - Your Startup Guru
Shift in Pabst Blue Ribbon popularity caused hipster abandonment

How to Use Psychographic Segmentation for Business?

Since you don’t have over one hundred fifty years for your product or service to be found by a market, it is better to find an under-served market and create a product/service for them than wait for a market to find your product/service. You can read about more businesses that found a need and filled that need.

Your Startup Guru used psychographic analysis to differentiate our client’s brand from that of their competitors yet stay true to their envisioned identity:

swimsuit brand psychographic differentiation - Your Startup Guru
Swimsuit brand psychographic differentiation

How to Do Market Research for Business?

There are many sources at your disposal to gain a deeper insight into who your customers are and segments within that market.

  • Ask potential customers: Surveying is a form of primary market research. Ask them how they use their product, what they like/dislike about it. How long they have used it, is it expensive, how does it make them feel, etc. These questions will give you valuable insight on the psychology of the user.
  • Pose as a customer and visit your competitor’s store/website. Learn how they do what they do. See what they do well, what they can improve on. Sometimes employees are very happy to share details you cannot find anywhere else.
  • Industry and market research companies such as IBISWorld, Pew Research Center, Audience Overlap Tool, Statista are loaded with great information. The downside is that they can be expensive. Less expensive options include the SBA’s Office of Entrepreneurship, US Census data, and older reports/white papers.
  • Industry and trade publications for your particular sector are also a great source of information. Some are free while some require memberships.

So What Should Pabst Blue Ribbon Do?

Given that hipsterism is on the way out, a brand extension with Pabst [pick your color] Ribbon which is guerilla marketed to a new niche market segment such as Yuccies: Young Urban Creatives (that are a slice of Gen Y) with product placement on their YouTube channels is a viability…or wait another +100 years.


Contact us today to get started on market research that will help pinpoint your target market.

Another happy client

mezquite tacos

Javier Fregoso started Mexicali Taco & Co in 2010, with not much money to open a restaurant he decided to start humbly only at a parking space near Downtown LA, with only a cart and a pick-up truck he started his dream of serving good tacos. The word started to spread out and eventually, they had a crowd of hundreds of people following them, in only 2 years plus blood, sweat and tears they were able to open their first brick and mortar in 2012, he always had that goal since the first day setting up of bringing the best tacos to Los Angeles, after opening the restaurant it became a huge success, it was a no brainer for them, they had a vision and they made it happened. Now in 2019 Javier decided to bring a better, higher and revolutionary concept to Orange County. After marrying his beloved wife Danielle, Mezquite was created, a new generation of tacos that will bring quality, authenticity and dedicated customer service to provide the best experience just like if you were at a family BBQ.

Another happy client: Dream Pools and Super 10 Trucking

dream pools super 10 trucking

I created a business plan that allowed Carlos Robles to request $1.8 million for expansion capital for Dream Pools and his other startup, Super 10 Trucking.

Carlos’ situation required a 1-week delivery period while also mixing in complex financial projections that included the assets of his pool construction business with his trucking business.

In the end, the plan was delivered and Carlos is now able to grow his businesses.

Another happy client

SportsYap

SportsYap! is a fun sports-centric social networking app that allows users to challenge other fans, find your favorite sports loving celeb, view real-time scores, and much more.

SportsYap! came to Your Startup Guru for a business plan which allowed them to secure funding for app development costs, overhead expenditures and other startup expenses.

Another happy client

wishful events

Wishful Events is a fantastic on-side childcare service for events such as weddings, company BBQs and other outings. Wishful Events provides a high-quality service with customized age-appropriate games and activities so parents are free to enjoy the day.
Your Startup Guru

Another happy client: KiloNiner

kiloniner

KiloNiner is a fantastic company that specializes in military inspired vests and harnesses for xxsmall to medium sized dogs in addition to other accessories.

Your Startup Guru created a business plan which allowed them to secure funding to increase their inventory and expand their operations.

Another happy client

ride-on-bike-shop.jpg

Your Startup Guru helped the good folks at Ride On! Bike Co-Op with their business plan to present to investors.

Ride On! is a full service bicycle shop and cooperative located in Leimert Park, Los Angeles.  Their goal is to introduce the cycling community to youth and other participants in and around Leimert Park.  They hope to teach a rewarding activity and lifestyle that is not readily accessible to the local community.   In addition to bicycle products and services, they offer free bike clinics to members and non-members of the cooperative.

Another happy client: Titanium Coating Services

titanium coating services

Titanium Coating Services is a PVD (physical vapor deposition) service located in Los Angeles, California.  PVD is a method used to deposit thin films of a material onto various surfacses.  PVD coating is used in machine components to reduce wear and friction on equipment.

I created a business plan complete with 5 year financial projections that was used to attract investment capital for Titanium Coating Services.

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