How to make your business stand out in a crowded market

How to make your business stand out in a crowded market

Interestingly, the baby space is very dog-eat-dog. In the days of launching my first company, Happy Family, which pioneered the organic baby food revolution, and now with my new business, Healthybaby, which promotes developmental health, I have seen things that seem straight out of a movie of spies when it comes to competitive activities. The truth is that many of us entrepreneurs have the foresight to identify unmet needs in the market, but we are not always the first to market, and if the market is significant, there will be others launching at the same time, hot on your heels. or trying to eat your lunch. It is the nature of capitalism. Competition can be fierce, and for us obsessive entrepreneurs, losing is not an option. How can you differentiate your business when there are many brands vying for your customers’ attention?

Authenticity can make a difference.

You either have it or you don’t, and you really can’t fake funk with today’s savvy consumers. It is undeniable that we all support brands and companies whose values ​​align with ours. Personally, I only invest in companies that have mission-oriented founders because I know they are committed to more than return and go far for their beliefs. Similarly, build teams of purpose-driven people who always keep their ideals at the center of every decision. For us, the mantra is babies before business.

Be three steps ahead of the market, but meet consumers where they are with products they love now.

At Healthybaby, we’re redefining what it means to be safe. Internally, when we were developing our diaper, we used to say, “A diaper so safe you could eat it.” But in all seriousness, what it means in practice is manufacturing in a world-class facility in Europe, removing thousands of ingredients that can be harmful to healthy development, going the extra mile to test even the smallest levels of contamination, and being 100% transparent with our ingredients. We don’t expect consumers to just take our word for it, everything we do is third party certified. My personal journey as a parent gives me a unique perspective on why these are the right investments for our future generations. However, in the real world of parenting, we can never sacrifice performance for safety or sustainability. Our diaper harnesses plant innovation and multiple patented technologies that work like the big boys as we move toward more plants than plastic, one change at a time.

Get creative and throw models and manuals out the window when it comes to raising awareness.

You have to know your audience as well as you know yourself, so when Apple’s operating system changes, it’s absolutely an opportunity to find the new frontier and create competitive advantage. Big brands don’t just focus on how efficiently they can generate the next click. The one thing that has remained constant throughout my years as a Founder is the power of meaningful connections. We do not operate as a faceless brand. When you join Healthybaby, you are automatically introduced to your personal concierge. We know that when we care for parents, word spreads quickly. Find ways to truly connect because it’s what we all crave.

Commit to constantly improve.

Ideally, you’re building something significant with staying power, so keep your perspective and remember the long game. Ask what you want to be known for and build toward that. I have yet to find a more rewarding space to be in than the baby, and being a part of a baby’s well-being and confidence is something that comes with a hard-fought experience that turns and improves. When her customer appreciates her dedication to doing better, she will pay significant dividends with loyalty.

Grow the cake, not just your slice of the cake.

I have always believed that the best businesses have a net positive impact on our society and the world. With Happy Baby, we committed to making organic food accessible to all, and lobbied state by state to be included in the WIC program. We know that during the first 1,000 days of life, every dollar invested in improving child and maternal health generates $35, which benefits us all in many ways, from paid parental leave to a healthier and better educated society. The two companies I’ve built are certified B-Corps, which means our government goes beyond revenue growth and profitability and thinks of that social piece as the prize. When we try to create a better future for the baby, we are inherently responsible for preserving our planet. Find your way to impact, and you may see your competitors’ success as victory one day, too.

Opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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