Saturday, November 24, 2012

Does the Act of Running Your Business Make the Funnel Bigger?

Toshi’s has live music every night of the week.

Which isn’t uncommon in a big city, except for one key difference.

The stage is catty cornered between two massive floor to ceiling glass walls.

This allows bystanders, tourists and other people passing by to get a perfect view of the stage. Some take pictures, some hang for a moment, some stand for a few songs, and some decide to come in to dance the night away.

But according to an interview with Toshi, his club has five or six hundred customers come through every night. Even on Mondays. That’s way more than the industry average.

Because the act of running his business makes the funnel bigger.

Without the huge window, without the generosity of a free show to anyone who walks by, it would be difficult to convince people of the club’s value. For all they know, it’s just another one of the two thousand bars in the city.

I wonder how much business you’re missing because future customers can’t see you in your element, doing what you do, the way that only you can do it.