instant_gratification.htm

The coming of the Internet has transformed every culture that uses it into a group of people that expects everything to be done instantly. I live in an area where there are no practical means of high speed Internet access, and it simply drives me crazy. Like everyone else, I have forgotten how long everything took before the computer and cyberspace. This attitude, however, opens business opportunities for small entrepreneurs. Read on and you will see a few.

The coming of the Internet has transformed every culture that uses it into a group of people that expects everything to be done instantly.

Since 9/11, some young people feel there is no point in planning and anticipating for the future. Why develop long-term plans; long-term may never come, so they will grasp for whatever satisfies the desires of right this minute. Conditions contributing to this mindset have built for years. Buy a CD or DVD and instantly receive the gratification of seeing some story unfold and end within an hour or two. E-mail long ago eliminated the snail mail wait, so the recent horrific terror events have simply accelerated the mass desire for getting things or experiences now rather than some time in the future when none of us may be here.

The Madrid and London transportation disasters have heightened this drive. Just minding our business and going about normal affairs may result in our instant demise; so why not demand instant gratification of all our desires. Instead of accumulating frequent flyer points for a wonderful trip, many consumers now opt for shorter trips right now. Merchants are beginning to offer more frequent sales and shorter contest periods; consumers want their rewards before they are no longer around to enjoy what they have earned.

More signs of the demand for instant gratification are in the continuing proliferation of the cell phone and instant messaging (IM) systems. The phones are everywhere, with many predicting the actual death of land line telephones. Probably they will not completely die because there will be uses requiring fixed communication systems, but people (it’s not just kids anymore) are increasingly using text messaging. A thought flits through your mind and it is instantly transmitted to all those on your message list.

Their replies are back to you instantly as well.

And what about online retailing which began years ago with TV shows like the QVC channel? Use a credit card, get online, and almost immediately we may receive exactly what we’ve been searching for all of the 10 MINUTES required to find and make this purchase. How instant is that? There are reports of stores, especially toy stores, that provide hand-held scanners for little customers to use while browsing everything in the store. When they spot a desired toy or other object they scan the item so Santa Claus, the tooth fairy, or other provider can get exactly what they want. ATM machines may be the ultimate gratification; they dispense actual MONEY!

Let’s look at a few things being done around the world, and perhaps a business idea will develop that we can use.

Perhaps one of the biggest providers of quick results is the digital camera. If you follow new product entry, you will see reviews of several new digicams every single day. You may think a new model is obsolete before you can get one, and to some extent this is true; a recent survey found this concern about obsolescence to be on the minds of many buyers. 35 millimeter SLR cameras have increased in popularity in recent years, and now they are going digital. Most models may be out of price range for amateur photographers, but there are enough lower priced models to satisfy anyone.

Their popularity is evidenced by Kodak’s announcement that it won’t make any more film cameras or regular film; and as I write this, Nikon is saying it, too, will discontinue film cameras except for two best-selling models. The beauty of digital is there is almost no cost associated with making a picture and you’ll never run out of film. All you need is some space on a memory device and batteries with unused charge on them. Whatever you see you can capture purely on impulse and discard unwanted pictures with the click of a mouse. Not only that, but you don’t need to spend too much time on composition; any one of dozens of photo editing software programs will make any picture look great with a few tweaks here and there.

We can also receive instant gratification in the form of helpful information with a couple of simple entries on our cell phone. See how Google can furnish instant movie information, the weather forecast, or real time stock quotes.

These are by no means all the things that can immediately be satisfied with today’s technology. Some things have not even been conceived. Let’s look at a few things being done around the world, and perhaps a business idea will develop that we can use. Be mindful that just because someone else is using an idea doesn’t mean it can’t be successfully used by someone else in a different situation. These kinds of opportunities are one place to find an unfilled niche.

One thing giving temporary retailers life is the constant stream of new products and services to the market.

All of these are related to having our desires immediately satisfied whatever and wherever they are. These businesses have been called “Pop-Up” by some, the term referring to facilities that rise up in unexpected places and exist for only a short while. A few of them may become permanent either in a physical location or on the Internet. When responding to any of the links, be aware some may no longer be available; it’s the way of instant gratification: here now, gone now.

One thing giving temporary retailers life is the constant stream of new products and services to the market. This presents at least five opportunities:

Quick market exposure without going through the bureaucracy of advertising and distribution to a large number of store outlets.

Small expense incurred by using temporary facilities that can be abandoned quickly when no longer needed; kiosks are examples.

No large inventory left if the products aren’t accepted by the public or if the are fad products like “pet rocks” or “hula hoops.”

Flexibility potential through utilization of mobile premises like automotive vans to carry products to areas where the products may be in demand or to reach customers who can’t come to the products.

Efficiency since temporary retailers can be used to dispose of left over or surplus goods with little expense.

Some big names use these tactics for special promotions. In 2003, Delta Airlines opened a shop in New York City for only nine weeks to promote its Song upgrade. Target opened a 1500 square foot store in Rockefeller Center for only six weeks to promote a new line by designer Mizrahi; they also opened a floating Christmas store in the Hudson River.

A 10-year-old Brazilian cosmetic company, Oceanic, operates its franchisees out of delivery-type fans outfitted as a mobile store. Advantages are avoiding large costs of brick-and-mortar stores in addition to being able to carry products to gatherings of customers. Depending on location the vehicles can be stocked with most desirable items like sunscreen for beach locations. Brazil is a very large country, and this merchandising method allows a flexible way to reach remote customers.

Home events that require a host have been around for some years, Tupperware may have been the first, but the business model has been emulated successfully by everything from Avon and Mary Kay (cosmetics) to Pampered Chef (culinary products). This concept can provide the immediate satisfaction we’re talking about because you can see products you may never have heard of and purchase them on the spot.

One interesting hosting company is The Traveling Vineyard established in Massachusetts in 1986. Consultants are recruited who then acquire hosts for events. Training is provided by the company and they say successful associates need no special knowledge of wine. The Traveling Vineyard says 95% of its wines are available nowhere else. Looks like a good niche.

Well-known retailers are beginning to recognize that customers are easily bored and demand constantly changing ideas.

This concept works well online, too. In 1998, Bluefly was born out of frustration rummaging through disorganized groups of two-year-old discontinued products. The better mouse trap was this well-designed Website offering a constant stream of new designs at least 40% of list price. When shopping this site you need to come often and early; they instantly remove items that become out-of-stock from suppliers. Their products are always fresh. Bluefly sometimes uses a pop-up physical store usually in New York on a very temporary basis to clear old stock. The company offers an affiliate program as well.

Vogue and W magazines have extended into an online presence. They did not stop here; their world is fashion which is fast moving with new designers and new lines appearing every week. To give their readers the best possible service, these magazines have an online shop here. What makes this cutting edge is merchandise changes every single week. Visitors always have access to the very latest fashions right on this Website.

Well-known retailers are beginning to recognize that customers are easily bored and demand constantly changing ideas. Here are a few of the more unique projects reported by Trendwatching:

Crown Royal Barbershop-open for one month, seven days a week, free haircuts for visitors.

Self Magazine opened a one month spa; $25 USD got you access to an organic market, Botox consultation, and facial treatments.

Levi’s opened a one month location featuring only 501 pairs of a special limited-edition Levi’s.

Suave opened several two to five-day locations offering free beauty treatment using its products in comparison with higher priced brands.

Microzine is an example of a constantly changing business using both store locations and an online shopping experience. This store and its online Website change content monthly and strive to satisfy the discerning male market with everything new. Microzine currently has two store locations, one in London and the other in Liverpool. The lesson to learn from this is even a home-based entrepreneur willing to find the proper sources can establish a desirable online sales site to satisfy ever-changing customer demands. There should be many niches here because people like so many different things and have many ideas about what is useful, or attractive, or in style.

This is what you should learn from all this. The examples are from very large companies as well as much smaller ones. A few have affiliate programs or other ways you can make money using someone else’s ideas. Take advantage of these if they can help you. But that isn’t the point. These are examples of ways businesses have taken advantage of the fast changing plethora of new products and the ingrained demand for quick satisfaction. Figure a way to give people new and different things, even if for a very short while, and you will be on your way to making yourself financially independent.

Figure a way to give people new and different things, even if for a very short while, and you will be on your way to making yourself financially independent.

Some possible opportunity areas are:

Health and medical services including vitamins, supplements, and diet plans.

Products associated with the aging “baby boomer” population.

Anything associated with digital technology, communications, software innovations.

Games, games, games.

Any sort of entertainment including food and home-based amusement.

Whatever else you can think of.

What you need to realize about this “Pop-Up” world is any one idea or product can produce fantastic sales for a short while and then it’s done; you must move to something else or to some other location.

Here today, gone today!

Yank is a home-based entrepreneur and freelance business writer living in Hurricane Alley, North Carolina, USA. His Website is http://www.furriwhalesworld.com/. Contact Yank at globalbiz@furriwhalesworld.com.