The CAIPS Retriever

Go to Nathan Phillips Square to find this French fries truck just in front of the City Hall. You can get dogs, burgers, sausages and fries. The French fries truck has been in business for more than twenty-five years, closing each day only when running out of gas. During lunch, people queue in front of it. It is not uncommon to see thirty people queuing. Few, if any, spill over to imitators.

The French fries truck is a sublime example of little-money and lots-of-professionalism marketing that I wanted to share at an YMCA workshop with people contemplating their own startups. Keep in mind this is not about finding a great business idea but about making a business great, irrespective of its size or industry.

No competitors, just imitators

A few quotations from the blogosphere offer hints at what consumers perceive as value and at their reasons for patronizing this business:

• "The most food for the least money"
• "Good and bargain"
• "High value, low price"
• "Always excellent"
• "One of Toronto's crown jewels of fast food"
• "Excellent and fun"

By definition, low-cost marketing has to be creative. Marketing wise, no two successful small businesses are the same, but finding those underlying, unifying principles shouldn't be a challenge. As long as your customers are your main concern, almost everything you do is marketing. So, what are those marketing principles?

• Product quality: This reduces your competitors to imitators, as mentioned.
• Constant product quality: Raise the bar and keep it up.
• Service quality: In this case, fast food is fast and with a smile on its face.
• Pricing: Stay busy with the above three and forget about inflation. Get profits out of increased turnover.
• Focus: Keep your business scope within reach of your business model. For your customers, a truck is better than a fleet.

Visit the CAIPS Retriever online.