1 | 2013 NIB/NAEPB National Conference and Expo

2 | 2013 NIB/NAEPB National Conference and Expo
Commercial Textile
Business
Development
Brian Mangione

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 Unknown Resource
 Lack of Speed and Agility
 Price Competitiveness
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 Develop a Commercial Business Model
 Start Up
 Building a Brand
 Although branding is important to any business, it’s especially important that a start-up define itself early and consistently in order to create a competitive position in the real world. Why?
Because to put it bluntly, no one knows you exist !
BrandXten
4 | 2013 NIB/NAEPB National Conference and Expo

 The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
 Brand is the sum total of how someone perceives a particular organization.
Branding is about shaping that perception.
Ashley Friedlein Econsultancy
 Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And viceversa. Jay Baer Convince & Convert
 Branding is an ongoing process of looking at your company’s past and present…and then creating a cohesive personality for the company and its products going forward. We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers.
Lois Geller – Lois Geller Marketing
5 | 2013 NIB/NAEPB National Conference and Expo

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 Mission StatementThis needs to articulate the purpose and goals of the business.
 Market ResearchNeed to understand and gauge who and what your competitors are doing.
 Value PropositionClearly define why a customer would choose your companies products and services over your competitors(quality, sewing, agility, price, minimums) and how you address their specific needs. Be focused and shoot for being “great” at your offering.
 Target AudienceWho are you selling to? By defining where and who you want to sell will directly impact how to build your marketing strategy.
 Marketing StrategyEven with limited resources, develop a plan around networking, trade events, PR, social media, marketing materials and a website.
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 Develop a Commercial Plan
 Build and Market “YOUR” brand
 Invest in the future
 Network
 Be Proactive not Reactive
 Dedicate a specific amount of hours each day to commercial business development.
 NIB is your advocate
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Brian Mangione
Commercial Business Development-Textiles
Consultant mangiones4@verizon.net
410.818.8708
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