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When starting out in business, it is easy to fall into the trap of trying to be all things to all people. Too often, business owners are so excited about their respective product/service offerings that they forget the specialization that prompted them to get in business in the first place. Understanding how your business is different from others and how it addresses its target market is key to developing your business.
Begin by writing down why you decided to start your own business. Now, what was it that you intended to provide as a product/service offering and who did you think really needed your offering. These three "initial thoughts" are the three keys to your business. All of your product/service offerings, marketing, promotions, location, designs- everything should be geared towards the three keys.