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Chapter 11: Marketing: Products, Pricing... > Tackling Product and Service Develop...

Tackling Product and Service Development

For most entrepreneurs, product and service development is the most enjoyable part of building a business. Whether refining an existing product or service or inventing a brand-spanking-new one, many entrepreneurs hang out their shingles in the first place because they believe they have valuable products or services to offer or have identified an unmet demand in the marketplace. They love the nuances of their products or services and are forever looking for ways to redefine and expand them.

truestory.eps Coauthor Eric is an excellent example of how product and service development can define the direction of a small business. From his work in the corporate world, Eric understands the financial services industry from the inside, and he sought to take that knowledge to help people improve their personal financial situations. Eric’s initial service was personal financial counseling. Because he enjoys teaching, he soon began teaching personal finance courses through the University of California. He also began writing for a variety of publications and books. Today, somewhat to his surprise, Eric’s writing (which now includes his books and website) takes most of his time; in the early stages of the business, Eric had envisioned reaching more peo....


  

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