| There are 3 Indoor 'Inflatable' Playgrounds Within a 1 | | | | Differentiation - While it seems that all of these |
| mile Radius in Waldorf, Maryland. | | | | businesses serve the same niche (Families) and offer |
| Some of you have no idea what I am talking about, | | | | the same promise, (Have Fun!) I know firsthand that |
| while others, perhaps those of you with children under | | | | there are many different reasons to visit such an |
| 9, will appreciate this monumental statement. As a | | | | establishment. So let's find a segment to attract and a |
| business owner and mother of 2 small children, I am on | | | | unique promise to offer: |
| a constant search for family friendly spaces that will | | | | Niche Ideas |
| burn of some energy and make me a hero. But, | | | | Working Moms |
| despite what seems huge demand, these spaces are | | | | Stay at Home Moms |
| few and far between in the metro area and I have | | | | Dads |
| been known to travel 45 minutes to an hour just to | | | | Children by Age |
| pay 8 dollars per child for access to a room with a | | | | Families with Wide Age Range of Children |
| slide and a ball pit. | | | | Promise Ideas |
| So, as we drove home from our day at North Beach | | | | Enrichment |
| yesterday, my husband and I decided to take a 12 mile | | | | A Break for Parents |
| detour into Waldorf just to check out an establishment | | | | Bonding |
| that we had read about on a local parenting website. | | | | Physical Achievement/ Getting Fit |
| The site was far off the beaten path and deep within | | | | Social Interaction - Kids |
| an industrial park but upon entry, I was impressed with | | | | Social Interaction - Adults |
| the giant moon bounces complete with slides and the | | | | Relationship Building - Once you are clear about who |
| happy children running in every direction. Hmm. Maybe I | | | | you are serving, it is critical to get to know them and |
| will come to Waldorf sooner than I had imagined. | | | | their needs more intimately. To let them know that you |
| As we drove away, I continued a familiar conversation | | | | are here for them by seeking feedback and |
| that my husband patiently endures, "Why are there no | | | | demonstrating your promise regularly. This will not only |
| places like this in Alexandria?!?" Within 30 seconds of | | | | breed personal loyalty, but will actually make your |
| the question, my husband pointed to a sign for another | | | | business the right choice for them. |
| business with a playful title and a sign fraught with | | | | Products and Programs - Make practical changes to |
| bright colors and shapes. "Oh, perhaps this is the place | | | | the business that serve your unique audience. |
| that supplies the moon bounces." I justified. But NO! | | | | Examples that apply to the variety of niches listed |
| This was the Mecca of indoor play spaces and bore | | | | above might include: |
| stunning similarities to the first establishment though | | | | - Arrange the inflatables to allow a better view for |
| twice its size. My jovial outrage heightened and my | | | | parents with children of different ages who go in |
| voice raised an octave as I shouted, 'Waldorf has 2 | | | | different directions. |
| and we don't have any!!!" (Not great modeling for the | | | | - Bring in 'babysitters' so parents can read a book. |
| children in the backseat but luckily one was napping | | | | - Implement Mommy and Me programs |
| and the other was engrossed in a coloring book.) | | | | - Begin Athletic Competitions and training programs |
| We continued our journey after my mini-tour of play | | | | - Host a moms club with refreshments |
| space #2 and less than 1 minute later my husband | | | | - Evening Hours with Dinner Options (Even if that |
| tentatively read aloud from a small but colorful sign | | | | means picnic tables and take out) |
| pointing towards yet another industrial park. It couldn't | | | | - Offer a discounted membership program in addition |
| be. Yep, you guessed it, indoor inflatable play space #3. | | | | to daily fees. |
| This time I stormed in flabbergasted and said to the | | | | Outreach - Now make sure that your message |
| proprietor, 'What is going on here?!? All these fun | | | | illustrates your promise as well as who you are to |
| family spaces within 1 mile of each other. It's not fair!" I | | | | potential clients. |
| regretted my playful but demanding tone as I saw the | | | | - The Healthy Choice (offering healthy snacks and |
| dismay on her face as she said, "No, it's not fair." Her | | | | fitness programs) |
| meaning was much deeper and more poignant than | | | | - The Family Togetherness Choice (offering Classes, |
| mine. It seems that businesses 1 and 3 opened almost | | | | games and socials) |
| simultaneously with no knowledge of one another while | | | | - The Parent Gets a Break Choice (offering |
| # 2 was a powerful chain that opened only weeks | | | | babysitters, Wi-fi and comfortable seating) |
| ago. | | | | And find the proper media vehicles to deliver your |
| So, I quickly snapped out of 'woe is me' mode and put | | | | message to your targeted audience. Examples: |
| on my marketing hat. How can THREE indoor | | | | - Moms Groups and Parenting Publications |
| inflatable playgrounds within 1 mile of each other | | | | - Women's Business Associations |
| thrive? And perhaps more importantly at this moment, | | | | - Strategic Partnerships with Pediatricians or Family |
| what does this all have to do with YOUR holistic | | | | Counseling Centers |
| practice? Well, if you are a massage therapist, a reiki | | | | - Organic Food Stores |
| practitioner, or another type of alternative healer, | | | | - Churches |
| chances are that you are not the only one in your | | | | - Host an event for a Little League Associations and |
| area. But, with some discovery and intention you can | | | | get it covered by the local paper. |
| step out of the scarcity and limitation of competition | | | | If these three business have a shot of thriving within |
| and into the abundance and freedom of running a | | | | one mile of each other, the possibilities for you and |
| unique business. Take a look at how this applies to our | | | | your holistic practice are astronomical. It just takes a |
| playground friends, and you might gain some fresh | | | | willingness to get specific and a commitment to truly |
| perspective on the possibilities for your own. | | | | serving your clientele. Best of luck to you! |