4 Effective Ways To Accomplish This Missing Step That Most Entrepreneurs Overlook

You launch your product or business... and nothing happens. Sound familiar? Here's how to change that outcome.

learn more about Shauna Armitage

By Shauna Armitage

Opinions expressed by Entrepreneur contributors are their own.

It's not hard to imagine this scenario: An entrepreneur experiences a problem and decides to build a solution to solve it. It works well, they love the solution and choose to start a business around it. The entrepreneur puts in a lot of energy, time and money to bring the new business into the world. Then they launch the business. And nothing happens. They simply can't sell their solution.

Whether you've launched a new small business or a high-growth startup, you've got an uphill battle before you. About 20% of startups won't survive past their first year in business. There are many reasons why a new business won't make it, but the one thing I see consistently as a fractional CMO is that the entrepreneur in charge hasn't done their research.

Doing market research in the early stages of building a company — and regularly after launching — is essential to validate a business idea and build something your market wants to buy.

Yet, this essential step is often overlooked or simply ignored by many business owners. Why?

First, it can be a lot of work. Furthermore, according to Vernon Research Group, you can expect to spend anywhere from $4,000 up to $50,000, depending on your research.

Put those two factors together, and it becomes clearer why entrepreneurs are skipping this step. The truth, however, is that market research can be easy and cost-effective for small business owners. Here are four strategies for running effective market research on a budget.

Related: Why Applying Constant Pressure on Yourself Can Significantly Improve Your Productivity and Success

1. Interviews and surveys

My favorite way to gather information for market research is to write down the questions I want answers to and have the answers documented through video interviews or surveys.

The more people you can get to give you their insights, the better. To get the most responses for your survey or interviewees to meet with you, you've got to start asking. This can be done by posting on your own social media channels, identifying your target customer on LinkedIn and sending them a message asking for help, or even running ads on social media.

The key here is to get scrappy, don't be afraid to put yourself out there and keep going until you have enough information documented to make an educated decision about how to move forward.

Related: The Best Ways to Do Market Research for Your Business Plan

2. Competitive analysis

Although it is often undervalued, there is a lot to be said for conducting a thorough competitive analysis to inform the next steps to take in your business.

Researching your competition means stepping beyond comparing your business to one or two others. Find eight to 12 companies that could be considered your competition and analyze everything they do, not just their product features. Who are they identifying as the target market? What are they highlighting in their messaging? What are their price points? How are they showing up on social media?

A strong competitive analysis will help you to identify more clearly how your market is currently being served and how you can fill the gaps.

Related: How To Spy on Your Competition With Social Media

3. Tap into the communities of your target market

We are now connected online more than ever before in human history, and people gather in digital spaces over the things that connect them, from their love of pets to their personal challenges. Find the communities where your target market spends their time, follow their conversations and start engaging.

Facebook groups, Twitter and LinkedIn are ideal platforms for identifying and joining communities where your ideal customer might connect with others around a problem you are solving.

4. Start asking questions publicly

Arguably, Quora and Reddit could also be called communities where your target market lives. However, the way people engage and interact on these platforms is fundamentally different. On Facebook groups, Twitter and LinkedIn, you need to spend time engaging and building rapport with others in the community.

On Quora and Reddit, it's a bit easier to join an existing conversation or post a question and get a direct response from the community at any time, as long as you have a thoughtful, non-promotional question to ask.

These two platforms will likely be the quickest way to start your market research.

The big problem with skipping market research is that you risk building a product or service that no one wants. It's essential to spend the time — before you start building — to identify your target market, find them, and get feedback on what you're trying to create.

You simply can't afford to overlook it or assume you know what the market wants or needs.

Market research is a key component to successfully launching any new business. With a little time and effort, you can successfully confirm that your product has a spot in the market and move forward confidently.

Shauna Armitage

Entrepreneur Leadership Network Contributor

Co-Owner of World Spice

Shauna Armitage is the CMO and co-owner of World Spice, a direct to consumer CPG brand making it easy to make delicious food at home. She is the creator of the signature system, The Pyramid of Profitability, where she guides brands into sustainable empires and hosts the Startup Renegades Podcast.

Related Topics

Editor's Pick

This 61-Year-Old Grandma Who Made $35,000 in the Medical Field Now Earns 7 Figures in Retirement
A 'Quiet Promotion' Will Cost You a Lot — Use This Expert's 4-Step Strategy to Avoid It
3 Red Flags on Your LinkedIn Profile That Scare Clients Away
'Everyone Is Freaking Out.' What's Going On With Silicon Valley Bank? Federal Government Takes Control.

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

A Retired Teacher and Her Daughter Were Scammed Out of $200,000 Over Email: 'I'm 69 Years Old and Now I'm Broke and Homeless'

The mother-daughter duo was in the process of buying a townhouse when their email chain with the title company was hacked.

Business News

Twitter's PR Department Is Now Automatically Replying With a Poop Emoji

Musk's ongoing battle against the media seems to have taken a rather undignified turn.


Your Workplace Habits Need a Good Spring Cleaning, Too. Here Are 5 Steps to Get Started.

When was the last time you did a good spring cleaning on some of your unhelpful repetitive behaviors at work?


How Great Entrepreneurs Find Ways to Win During Economic Downturns

Recessions are an opportunity to recalibrate and make great strides in your business while others are unprepared to brave the challenges. Here's how great entrepreneurs can set themselves up for success despite economic uncertainty.