January 22, 2010 
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A unique value proposition
At Officeexec we provide solutions not problems. Our competitors have been offering the same sets of tools for decades. Some marketing specialists would say that they specialized, differentiated, tested, and have proven a unique value proposition. But anyone who has been looking for a virtual office or a serviced office will know that there is little in terms of unique value propositions. It seems more that they have become comfortable at being the only affordable alternative. The difference in cost between a virtual office and a serviced office is tremendous; the difference between a serviced office and conventional office space equally tremendous. Most of us need an office to move ahead and expand our business, we need it to give our clients and contacts professional courtesy even if we don't need it for ourselves to work in. However, it is clear that most small businesses, and especially new and very small businesses, travelling consultants, and similar one person set ups, do not require a full time receptionist who is being paid close to $2000 a month just to seem professional by not missing calls. They do however need a base, a place to call "home" for their business and a place to sit down without worrying about how much this "sit" is going to cost them.
It seems that serviced office providers have understood that most clients they serve have no "choice". The price is then matched to what can be afforded by the client. The services are limited and basic, not having grown since the dawn of the internet (internet connections being the last technological advancement most service office providers render - and some still charge extra for it).
Officeexec is fairly new and we have been wondering what to do. Marketing 101 tells us when entering a saturated market we must differentiate by finding a unique value proposition. Our unique value was in virtual offices - our cost was just so much lower as we were backed by a telecommunications company. So, truly affordable virtual offices, was our value proposition. You may scoff at the notion, understanding that it's not really a unique value proposition. On the surface it may not be, but when compared to the ridiculous costs and hidden fees other providers bill their clients with, one fixed affordable rate is of considerable valuable to our customers. Many thought that we were joking and believed our $149 price for prime downtown locations must have some hidden catch. We always smile at that and say - sign up for a month-to-month deal and walk away from it anytime you feel like. Our unique value stems partly from such flexibility. We are not afraid of losing your business, because we believe that your investment in us pays for itself.
After some soul searching we found that, yes our low costs are valuable and our freedom and flexibility are valuable, but that's not our unique value proposition. How can a company succeed without getting marketing 101 right? Our unique value also derives from our handle on technology. Who else can provide you with video conferencing over voip soft-phones without breaking a sweat? All you need is a phone number from us, a webcam and some free software. Plug in your broadband connection and you will have a mobile video conferencing unit that will work through our existing telecommunications pipeline, from anywhere in the world! Find us a serviced office provider that can provide that.
So, at last, our unique value turns out to be the research we put in and the funds committed in discovering new technology. What does that mean for you? It means that when you sign up with us you don't just sign up for our virtual offices, but all that's to come in the field of innovative office technology. One of our next steps is to facilitate internal marketing. Internal, in the sense that, clients can find one another's products and services allowing for accelerated networking and the fostering of a community rather than competitive sprawl. The next steps involve offering virtual conferencing solutions as an enhanced virtual office package and deploying a hosted and managed CRM. That's not all - other ideas involve creating a network of long distance carriers to ensure that every time you dial with our phones you get the best available rate. So while we say we provide virtual offices, we are providing much more than that. Give us a call and tell us what you need - we'll make it happen.
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