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i i d d e e a a s s . . W W h h e e t t h h e e r r y y o o u u g g e e t t t t h h e e o o r r d d e e r r o o r r n n o o t t , , c c o o n n t t i i n n u u e e a a l l o o n n g g t t h h e e a a v v i i a a t t i i o o n n l l i i n n e e . . V V i i s s i i t t e e v v e e r r y y a a v v i i a a t t i i o o n n b b u u s s i i n n e e s s s s y y o o u u c c a a n n f f i i n n d d . . C C a a l l l l o o n n a a i i r r l l i i n n e e s s , , a a i i r r f f r r e e i i g g h h t t c c o o m m p p a a n n i i e e s s , , a a i i r r c c h h a a r r t t e e r r c c o o m m p p a a n n i i e e s s , , a a i i r r c c r r a a f f t t r r e e p p a a i i r r s s e e r r v v i i c c e e s s , , a a i i r r l l i i n n e e c c a a t t e e r r i i n n g g s s e e r r v v i i c c e e s s , , a a i i r r p p l l a a n n e e d d e e a a l l e e r r s s , , f f l l y y i i n n g g c c l l u u b b s s , , A A i i r r f f o o r r c c e e V V e e t t e e r r a a n n s s G G r r o o u u p p s s e e t t c c . . C C o o n n s s i i d d e e r r t t h h e e F F A A A A ( ( F F e e d d e e r r a a l l A A v v i i a a t t i i o o n n A A d d m m i i n n i i s s t t r r a a t t i i o o n n ) ) a a s s w w e e l l l l . . P P u u s s h h t t h h i i s s m m a a r r k k e e t t u u n n t t i i l l y y o o u u f f e e e e l l l l i i k k e e y y o o u u h h a a v v e e c c o o v v e e r r e e d d i i t t e e f f f f e e c c t t i i v v e e l l y y . . T T h h e e n n g g o o a a f f t t e e r r a a n n o o t t h h e e r r m m a a r r k k e e t t i i n n t t h h e e s s a a m m e e m m a a n n n n e e r r . . Now lets break down the process into specific steps. Identify A Specific Market of Interest – Choose a market that you have a special knowledge about. It may be related to a hobby or a previous job. Ideally, if you can "walk the walk and talk the talk" you'll ultimately be better prepared to face this market head-on. In regards to our scenario, if you know the difference between a Sopwith Camel and a P-51 Mustang, then you will be able to comfortably talk shop and be educated enough to create an appealing selection of designs and garments to show the Museum Gift Shop Buyer. Once you have an idea of the specific market that you wish to focus on, look at the size of it. Is it worth a targeted effort? In the example above Aviation Museums are typically few and far between, making for a very small marketplace. However, if the one in your area receives a lot of visitors, then the Gift Shop probably does a brisk business, which will provide a steady stream of re-orders. So maybe it's worth a Micro-Marketing effort M M a a k k e e A A L L i i s s t t o o f f R R e e l l a a t t e e d d S S u u b b - - M M a a r r k k e e t t s s – – T T a a k k e e a a l l o o o o k k a a t t o o t t h h e e r r r r e e l l a a t t e e d d m m a a r r k k e e t t s s t t h h a a t t y y o o u u c c a a n n p p u u r r s s u u e e i i n n a a d d d d i i t t i i o o n n t t o o t t h h e e p p r r i i m m a a r r y y t t a a r r g g e e t t . . T T h h i i s s m m a a y y t t r r a a n n s s f f o o r r m m w w h h a a t t i i n n i i t t i i a a l l l l y y a a p p p p e e a a r r e e d d t t o o b b e e a a t t i i n n y y m m a a r r k k e e t t p p l l a a c c e e i i n n t t o o a a m m e e c c c c a a o o f f s s a a l l e e s s o o p p p p o o r r t t u u n n i i t t i i e e s s . . W W h h i i l l e e t t h h e e r r e e a a r r e e o o n n l l y y a a www.hsi.us care@hsi.us 119

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