Oct. 29, 2012
-- It’s no secret that businesses are struggling to survive in today’s economy, so how do you drive your company to become a thriving enterprise in such conditions? Tony Falkenstein, founder of Just Water and winner of 2012 World Class New Zealand Awards for ‘New Thinking’, shares some insight to the strategic approach business owners need to take if they want to turn their efforts into profit.
Falkenstein stresses the importance of adaptation. The current conditions have forced companies to become ‘leaner and meaner’ in order to survive. One of the most fatal mistakes of companies lately has been to sit back and wait for times to change back to the way they were before. You must analyse your core competencies and utilise them to their full extent in new innovative ways. Falkenstein emphasises the opportunity that lies online for all business, no matter how established.
“We’re in the midst of a digital revolution. As we change from capital intensive businesses to non-capital intensive businesses, there are real opportunities for start-ups,” Falkenstein said.
He says online businesses possess a serious competitive advantage over traditional retailers and urges companies to push out of their comfort zones and get amongst the progressive trends. Falkenstein has been investing Just Water’s marketing efforts into online means such as search engine optimisation and Google ads so when someone is searching for ‘water filters’ [ http://www.justwater.co.nz/products/filters-for-home
] they are at the top of the list. Having an online presence has also enabled Just Water to expand to in Australia. It is important for all businesses to approach their market with a unique selling position that will set their products or services apart from the many competitors.
Just Water has been focusing its efforts towards reducing the amount of soda consumption through making drinking water an enjoyable alternative that is fun for kids. With the rise of obesity due to excessive sugar consumption, Just Water has distributed rent-free water coolers [ http://www.justwater.co.nz/Why-Just-Water/Before-You-Decide
] to thousands of homes in poorer parts of Auckland. This has supplied families with filter water at the price of only $1 per litre and with the reduction of soda consumption of up to 60% it is sure to be keeping wallets a bit fuller and waistlines a bit fitter. Falkenstein said he gained inspiration from friends of his own kidschild, who he noticed liked the press-button feature and were motivated to drink more water from the easily accessed filtercooler.
Falkenstein makes it a point to have his personal contact details readily available for customers to contact him directly with any questions or concerns. Being honest and direct is just one of the many ways he manages to be such a successful entrepreneur. If you want to find out more about Just Water or have any other queries about the business check out http://www.justwater.co.nz/
or give Tony an e-mail at firstname.lastname@example.org.