Positioning and Marketing a Concept
Once you have a business concept, it's up to you to describe and market your catering business. You'll need to position your business and your newly created brand in the marketplace among all of the other catering companies, restaurants, and gourmet food businesses in your area. The way you position your company in the hearts and minds of potential customers will determine who your closest competitors are.
Positioning is the way you create an image or identity for your services, products, brand, and company. It is the “place” a product occupies in a given market as perceived by the target market. You will need to study your target market and your competition carefully before you decide how to position your business.
Differentiate Your Position
Make sure your position is differentiated from other catering operations in your area. You don't want to start a new business and have to fight head-to-head with an established catering business.
To determine the right positioning for your business, you have to map out the positions of the competition and determine where there's a void or an opportunity that you, your skills, and your concept can fit into. Whatever category you fall into, you will need to utilize strategic market positioning to convince customers to buy into your vision.