Category Archives: Starting Out

Goodwill & Customer Satisfaction

 How to make goodwill in market and how to satisfy our customers?


Jay’s Answer: You build goodwill by asking your prospective customers how you can be of service, and then doing the things they ask, without trying to sell them anything.

You satisfy your customers by exceeding their expectations – under-promise and over-deliver.

You begin both of these processes by creating a marketing strategy that not simply is focused on short-term sales, but long-term business relationships.

Starting a Woman Owned Construction Company

As a woman that owns a construction co. In a field dominated by men, what would be the best way to get an advantage by being a female in this field. Are there grants or any advantages to my favor, that I can use to get a leg up on the competition. How do I promote the fact that I am a woman in the field but also surrounded with great construction minded people? Starting up is very trying, do you have any suggestions to assist me in getting my co. rolling?


Jay’s Answer: There are a number of directories you may choose to list your business in, for example:,,,,, etc.

But first consider what you want your primary benefit to be: a woman-owned business or a great construction company? Are the clients you’re trying to attract looking for a woman-owned business (because they’re women) or does your gender not really enter into their equation?

Finally, are all your employees women as well (so you can use a line like “Woman Know How To Build Homes Better”)?

Help For Starting Up My Design Firm

I have worked as Program Manager (read Client Servicing) before I became a mommy with RMG Connect (JWT). I do not have any formal degree in any creative field but I love designing just about anything (from cards to my hubby & kids to jewellery to logos).  I am now looking at setting up a design firm which can create logos, support with design ideas and also guide in marketing strategies. Please suggest some apt names & do guide me on my own logo design.


Jay’s Answer: Since you’ll be setting up a design firm that’ll help with marketing strategies, what names are evocative of your target audience? Why would they want to purchase from you? How do you know? Likewise, I wouldn’t start on a logo until it’s clear you’ve developed your marketing strategy for the business. Otherwise, you’re creative work won’t be focused on a specific measurable goal.

Real Estate Team Looking For A Name And Tag Line

I share my real estate practice with another broker and want to brand ourselves. I am Latin with various professional degrees (Architect, BA Business). She is Anglo saxon. We are both 50+, Brokers, hold FRI designation (Fellow of Real Estate Institute), 50+ years combined residential real estate experience. We offer a very professional approach assisting clients in their lifestyle changes associated with their real estate needs. We focus on service and not on a transaction. As our names do not seem to rhyme or go together (Alex Pino & Veronica Lord) we thought having a Latin word to describe what we do, could help. Something like “Integritas”. We also tell our clients they get 2 for the price of 1 as we have different strengths. Any ideas would be much appreciated.


Jay’s Answer: “Very professional approach” and “service, not a transaction” are phrases I often hear from Realtors. It doesn’t make you different. Your racial background isn’t important either. Neither are your various professional degrees. What is important is knowing that you get the best deals for clients quickly and perhaps specializing in a specific niche like no other team (empty nesters or LEED-certified buildings, etc.). For such an important transaction in people’s lives, cute isn’t really appropriate. What truly distinguishes you two from all the other teams in your area?

How to Start Our Event Company?

We are a group of young graduates and we want to start an Event Management company in Mauritius. We will organise receptions of weddings, anniversaries, cocktail parties and other events. We are targeting only high profile people: individuals and corporate. Can you give me some idea about how we can proceed?


Jay’s Answer: Start with a SWOT (strengths, weaknesses, opportunities, and threats) analysis to see how your proposed company would fit into the existing social “scene” in Mauritius. How would your company be better/different from the existing competition? What groups of people aren’t served (well)?

Next, realize that individuals and corporate clients have very different needs, and therefore you’ll need different marketing to communicate to each group. Better to focus on either individuals or corporate clients (at first) to make it easier to get known for that niche.

Lastly, unless you will also be creating a venue for the parties, introduce yourselves to existing venues that are rented for parties/events by your target audience. Find out their needs, and find out how you can partner with them.

Fitness Training Name

I am in the process of starting my own private personal training business. I am currently located in Los Angeles, CA. I want to present a service that caters to all ages, levels and both genders. Basically, I am like a one stop shop fitness trainer that will be able to help my clients achieve their goals. I think someone should choose me because I have over 18 years of experience and knowledge regarding fitness training. Out of those 18 years, I have worked as a certified personal trainer for 6 years. I am former collegiate athlete in both football and track, but still knows how to cater to other sports and those with specific fitness goals. I am certified through one of the most recognized programs in the world, ISSA.

When someone trains with me they will get someone that will provide enthusiasm, commitment, sincerity about their well being and someone that is knowledgeable about fitness and nutrition. I would love to have a company name that has my name in it because I feel that my name is kind of unique and not common. I will know what my name should be when I hear it and see it.


Jay’s Answer: By choosing a wide range of potential clients, you’ve effectively made it very hard to showcase yourself as the right person for their needs. A beginner will have very different needs from a triathlete. A young man may have different needs from a senior citizen woman, etc.

So, my first suggestion is don’t try to say you’re all things to all people. Pick a niche, and become the “go-to” person for that. Given your background, why not specialize in “weekend warriors” – or those in training for upcoming competition?

While I know you’re looking for a name, what you ultimately need is a marketing strategy for focusing your marketing efforts. Otherwise, you’ll have a name, and then – how will you get the “right” people to find you?

The right name should appeal to your clients, and if you’re unsure of who exactly they are, then you won’t know if you pick the right name other than for personal reasons (not business ones).

Name my Beauty Center

I’m new in business, i need name for my beauty center, for it has services of facial treatments, body
treatment,tattoo services, hand and foot care. i need a name that fits all of this services.. thank you for helping me…


Jay’s Answer: There’s too many different things on your menu to easily create a well-targeted name. For example, people who come in for a facial are unlikely the same people to come in for a tattoo. Is a “body treatment” a wrap, a massage, or a tanning session?

Here are a few names to get you thinking:

  • San Francisco’s Beauties (assuming you’re located in SF)
  • Beautiful You (or Beautiful U)
  • Body Beautiful


Name Our Marketing Fair

We are planning to conduct a marketing fair in our college. so suggest some catchy names for the event.


Jay’s Answer: A name for your event should revolve around a number of things:

  • The name of your college
  • Who you’re targeting
  • Why you’re targeting them
  • What makes your college the “go to” destination
  • Why they should attend your event

So, take the time to work out these points, and then brainstorm names around these goals.

Name My Clothing Boutique in Kansas

I’m a 31 year old female that lives in Petal, MS. I will soon be opening a clothing boutique and would like to put the name out there to see how you like it :) The target is 18-40ish females and I’m doing kind of country and vintage.. my favorite tree and scent is a sweet olive so I picked the name “The Sweet Olive”. I plan on having the biggest one we can plant planted right out front of the business. the sign will be “Olive” green with sweet olive flowers up the side and across the front.


Jay’s Answer: How about adding the word “Boutique” to your proposed name (“The Sweet Olive Boutique”)? That’ll give people a clue what you’re selling. Since “olive” sounds a lot like “I love”, it gives you some fun things to play with “Olive A Sale”, “Olive Summer”, etc.

How To Promote My New Business?

I am thinking of making a business and wish to know about how to promote the business effectively.


Jay’s Answer: This is a big question, but it all starts with understanding some key things:

  • WHO specifically are you trying to sell to? Where are they located?
  • WHY would they need what you’re selling? Why is what you’re planning to sell better than what they’re using now?
  • WHY should they trust you? You’re asking them to give you money – why should they feel comfortable doing so?
  • HOW do you know they’ll switch to your offering?

Once you truly can answer these questions, you need to then find the people you’re targeting, and engage them in a dialogue to show them your “stuff”, and then “wow” them.