Example Nike+ Pouch

Lately I have had to run farther than normal for the Nike+ to show I have run a 5K. After the first time I went to recalibrate the sensor, I thought I was okay. The next day I had a 5K race and at the end the Nike+ said only 4.2 kilometers, way too short. Then I remembered that my youngest child a few days ago said, “What’s this,” as she was taking the sensor out of the pouch. I checked the sensor after the race and found out it was upside down!

I placed the sensor right-side up. Then I went to recalibrate the Nike+ again, it worked correctly this time. So now I should be good for my runs for awhile. Recalibrating applies to business also.

Regardless of how large or small your business is, you need to occasionally need to recalibrate the business (systems, customer service, order process).

Why would you need to recalibrate?

• Brand image changed
• Better technology available
• Other new products you can cross-promote
• More employees so different communication needed
• As “copy-cats” abound, nichifying your products for the long-tail
• Many more reasons are possible.

Taking all of these new aspects in mind, do these Action Steps:

• Write down a brain storm of some changes that can be made to better meet the need of your target market.
• Then order these changes by complexity and time required.
• Immediately get the easiest three done to get some immediate impact for your company.
• Then make a plan to do one more change each week or month.

Recalibrating is not a one-time event, any time your business changes drastically it is good to examine the changes. Also an “Annual Checkup” helps to increase efficiency of the business. What can you improve right now?

Recalibrate,
Samuel Carrara

SC Marketing Education

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