I am often asked what makes a good idea a good business idea; and how to turn it into a successful start up. Every business starts with an idea or an opportunity that fulfils a need or a want. Preferably both.

Review your market analysis and identify your target market. You need to write a profile of your ‘Customer’, their needs and problems, wants and desires.

None of us really knows how the Olympic summer will affect business, because we haven’t hosted a Games since 1948. The Olympics could be one of the greatest marketing opportunities – especially for Londoners – that we have had for years.

Ensuring that your offer meets what your ideal customer actually wants to buy is essential from the outset. Have you identified your unique point of difference?

By taking time to understand your customers experience and enduring that your customer care is better than everyone else’s, you will be so focused on making your customers FEEL GOOD WHEN BUYING FROM YOU they will never have a reason to deflect to the competition!