Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green

Exercise 14

ANALYZING TO FIND A PATH FORWARD
Ronnie Scales had his heart set on an Internet consulting business specializing in SEO (search engine optimization), which involves designing websites with characteristics that help them appear high up in search result displays. Being on the first screen that people see can be worth a lot to a company selling on the web.
Ronnie had a strong background, with a bachelor's degree in management information system (MIS) with a marketing minor from a university in his hometown of Dallas. He had worked in the university's lab, and had done web design and SEO for campus organizations, local nonprofits, and a few students with online businesses. When he tried a perceptual map with cost and value benefits like expertise, his firm did not do well. After all, he was new to the industry so his experience was not as great as a lot of his competitors. Also, since SEO can be done remotely, he was competing with firms in India and Eastern Europe who charged less than he did. He felt there had to be some advantages of being physically near to the customer, but he was not sure how to leverage it.
What sort of tactics could he use to better position his SEO business for success in such a crowded industry
Industry experts say that SEO is an industry on the rise. What are the implications for Ronnie as he plans to run his business