Yesterday at 3:55pm, I stacked two books under my laptop for a more flattering camera angle, did one final check of my hair, and hit “Join” on Zoom.
I was gearing up for a conversation with a group of e-commerce founders, and as I was preparing, a thought crossed my mind. Whether you’re just getting started with your business or you’ve been at it for a while, everything you do boils down to solving just three problems.
Every business, no matter how complex or niche, revolves around the same three core challenges:
- How to get customers.
- How to deliver the product or service.
- How to keep customers coming back.
That’s it.
Strip away all the noise, and these are the three things every entrepreneur needs to master.
If you can nail these, you’re well on your way. And recently, as I’ve been building Letaba’s Wooded Valley, I’ve come to rely on a simple model to help me deal with all three of these challenges.
Here’s how I’m solving each one:
- How to Get Customers
This is where the hustle starts—how do you get people in the door? When I launched Letaba’s Wooded Valley, I had to figure out how to get my candles in front of the right audience. It wasn’t enough to just post a couple of nice pictures on Instagram and hope for the best.
So, I built a system. At the top of the funnel, I’m using a mix of paid advertising (like Facebook ads, Google AdWords, and Pinterest) and organic marketing (like blogs, SEO, and collaborations). My goal here is simple: attract as many eyes as possible. But not just any eyes but qualified prospects who are likely to buy and stay engaged.
Every channel plays a role. Facebook ads, TikTok, and Instagram help me create awareness, while organic content (like my blog posts and newsletters) build trust and deeper relationships. And if a customer shows interest but doesn’t buy right away, I capture their email, so I can nurture them with targeted messages through Klaviyo.
This isn’t a one-size-fits-all approach. It’s a mix of creativity, data analysis, and strategy to ensure I’m not just getting traffic, but attracting the right traffic.
2. How to Deliver the Product or Service
You’ve hooked your customer. Great! Now you need to deliver.
This is where your supply chain comes into play. And let me tell you – things can go wrong. In the early days of Letaba’s Wooded Valley, I had issues with packaging materials and delivery delays. But I’ve learned from those mistakes and built a streamlined process.
On the back end, my supply chain starts with Manufacturing. From there, it’s all about making sure everything flows smoothly through Distribution and Customer Service. I work with trusted suppliers for my raw materials (wax, essential oils, etc.), ensure high-quality standards, and partner with reliable shipping providers. The goal? Get the product to the customer without a hitch.
For businesses using platforms like Amazon FBA, you need a system that can handle inventory management, fulfilment, and customer service. The key is to build redundancy into the system, so that if one part fails, the whole thing doesn’t collapse. And if something does go wrong, I have my customer service team ready to step in and make things right.
3. How to Keep Customers Coming Back
Here’s the part that most businesses ignore – and it’s probably the most important. You can spend all your money and time on getting customers, but if you can’t keep them, you’re leaving money on the table.
I use email marketing for this. Through Klaviyo, I have a brand welcome series that helps onboard new customers, telling them the story behind Letaba’s Wooded Valley and getting them excited about future products. Then, I continue to engage them with helpful content, promotions, and product recommendations. The idea is simple: keep reminding them why they loved the product in the first place, and give them reasons to come back.
And it’s not just about emails. If a customer hasn’t purchased in a while, I’ll run win-back campaigns or offer personalised discounts. In future, I will also be focusing on cross-sells and up-sells – if they loved my candles, I’ll introduce them to the other products on offer.
At the end of the day, it’s all about relationships. People don’t just buy products – they buy into the story, the brand, and the experience. And that’s what I aim to deliver every time someone interacts with Letaba’s Wooded Valley.
The Roadmap to Success
So, what’s the big takeaway? Every business, no matter the industry, is tackling the same three challenges: how to get customers, how to deliver the product or service, and how to keep customers coming back.
By breaking down my business into these three areas, I can focus on what truly matters. I know where to put my energy and how to measure success at each step. And I’m constantly refining this process and learning everyday.
If you’re feeling overwhelmed by the complexities of your business, try simplifying it. Ask yourself those three questions:
- How are you bringing in customers?
- How are you delivering your product or service?
- What are you doing to keep customers coming back?
If you can answer those questions confidently, then you’re on the right track. And if not, it’s time to take a step back and refine your approach.
Follow Along
I’ll keep sharing my journey as Letaba’s Wooded Valley grows and evolves. If you want to dive deeper into how I’m solving these and other challenges, you can sign-up to my daily newsletter on the link: nsovoshimange.com
Until next week…