Scale Creatively

No entrepreneur would ignore the economies of scale. An entrepreneur needs to research and plan to expand a business to gain market share and to increase profitability. To minimize risk and optimize outcome, an entrepreneur has to refine the value propositions, the key activities and the strategic partnership and the costs structure with a view to getting, keeping and growing customers.

Take a creative content business as an example. The main challenge is to create, capture and deliver literary and artistic contents, sound recordings and films that customers cannot do without. To enlarge the content portfolios, there is often the need to get third party copyright licences. As upfront costs can be a financial risk, a feasible solution I suggest is to agree to share future economic benefits.

The next challenge is to market the contents to customers via appropriate channels. In the digital environment, there is a need not just to have a traditional trade mark but also a digital trade name (ie a domain name) for the business website. The process of getting the online-visibility in a web-search engine (ie SEO or Search Engine Optimization) in my experience can be harder than one would expect.

An alternative marketing solution I recommend is to register a business trade or domain name with a new Generic Top-Level Domain (gTLD) depositary. The new gTLD catering for the China market on the trade mark front is ".Trademark (in simplified Chinese characters)". It functions like a direct land line, enabling customers to get connected with the business right away, enhancing customer experience!

#ScaleCreatively