Business Plan Basics for Artists and Creative Entrepreneurs – Your Product Attributes

What are the things that make up your product experience?  If you had to create an advertisement for each of your products or product lines – what would it say?  The importance of defining the products, product lines or services you provide was discussed in Business Plan Basics For Artists and Creative Entrepreneurs – Your Product List . In this exercise we developed a list of the products and services that you sell and segmented them by their intended use, customers who buy them and the function they provide.  If you do this exercise right, you should be well on your way to answering the what, who, why and where of your product or service offerings. 

Once you have really figured out what you are selling then the next step is to identify attributes for each of your products – here are a few reasons why:

  • To help you define your marketing message.
  • To help you identify competitive advantages / disadvantages.
  • To help you match up your products with the proper customers or customer groups.
  • To help you plan your creative and production strategies.

When analyzing your product lines we are looking for general attributes that a particular product or product line falls into. Here are a few to help you get started:

  • Design / Style / Genre
  • Quality
  • Availability
  • Materials Used / Technology
  • Customer Service / Return Policies
  • Function
  • Selection
  • Sizes
  • Pricing

For each of your products / product lines write a brief description for these attributes. Don’t forget any services that you might also provide. When you complete this exercise you should have a good idea of how to describe your creative work.

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About Neil McKenzie

Neil McKenzie is an author, educator and consultant to artists and arts organizations. He is the author of The Artist’s Business and Marketing ToolBox – How to Start, Run and Market a Successful Arts or Creative Business available in softcover from Barnes & Noble and Amazon and as an eBook from iTunes, Amazon and Barnes & Noble. He has developed and teaches the course “Artrepreneurship” at the Center for Innovation at Metropolitan State University of Denver, and is also a visiting professor at University College at the University of Denver. Neil has over 30 years’ experience as a management consultant and marketing executive, working with some of the world’s top brands. Neil is a frequent lecturer to artists and arts organizations, a guest columnist for Colorado Biz Magazine, where he covers the creative sector of the economy, and the author of several articles for Americans for the Arts, a national arts organization. Follow Neil on Twitter: @neilmckenzphoto