In my quest to become internet savvy and to create an online income I came across this cool ebook that describes an overall business structure/strategy that would allow you the best chances of success. This is probably one of the best ways to create an empire through careful planning of your internet venture. This method is slightly different from what I've been preached to but I like what I've been reading. It goes like this - if you want the best chances of success, you use a shotgun to hit your target. Let me explain.

With a shotgun, there are many pellets in a shot and it sprays when it is fired. The concentration of pellets is closer to the centre and it thins out as it goes further away from centre. If we use the analogy that our product is the shotgun and the bulls eye is the target market, then the main area of damage of the pellets (or your efforts) will be the centre. You have to realize that not only will the centre be hit and targeted but you will also hit some of the surrounding areas.

What this means is that from your efforts of the shotgun approach you will have different levels of markets that will be interested in your product. They will range from intensely interested, interested, have a passing interest, to almost no interest whatsoever.

For example if you were to have a French bread making product:

- people that were visiting a French bread making site would be very targeted traffic and most likely intensely interested. They would be centre of the target

- If you had traffic that was coming from just a normal break making site then they would probably have a healthy interest in your book as they are in the next level of the target

- In the 3rd level out and further away from the middle of the target, the traffic may come from a cooking website. They may need some education ab

out the joys and benefits of French bread as a compliment to different types of food and occasions.

- The last area, also the furthest area away from the middle of the target includes the rest of the marketplace. These are people who are probably not interested in cooking or French bread at all.

Now to get the best effect of this shotgun effect would be to add additional shotgun splatters so that the different target markets can get an overlap and therefore you can have cross promotion happening. Using the French bread making example, you could add continuation lines like French desserts, French soups, French roasts as shotgun splatters surrounding the original.

Another offshoot to the original French bread making splatter could be Italian breads and its relevant extensions. Could you see how these could all interlink and your customer could be interested in your later products? I think the potential is endless and I could see how you could build an empire starting from a single product.

Mark Choy

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