Manizesto

There is a BBQ & pizza place in Orem, Ut that is considering making a change to the way they make their pizza. The change would improve the taste of the pizza but limit the sizes of pizza they could offer and how long they take to prepare. The owner is asking loyal customers whether or not to make the change.

This is a common occurance for many small businesses face as they grow and think about ways to become more efficient and build the business. It is always a great idea to ask your customers what they want and provide that for them, but this decision is essentially a marketing one.

Here’s what to consider:

• Differentiation is key to standing out from competitors. If your competition is offering freshly-tossed dough and all else is equal, you probably shouldn’t.
• Think about the competive advantages you have and if making a change will reduce them.
• Making a drastic change may allign you with new competitors that you may not have considered previously.
• Would making a different change yield a greater competitive advantage?