KPMG EnterpriseTM encourages entrepreneurs to look beyond the conventional
TORONTO, Feb. 20, 2013 /CNW/ - Al Roback, owner of Grass Frames, saw an
opportunity to build locally sourced, sustainable bamboo bikes that
could be used as a mode of transportation in his hometown of Vancouver.
That idea has grown into a business that takes orders from as far away
as Asia and Europe, and is one of the companies featured in KPMG
Enterprise's new magazine, inBusiness, focused on entrepreneurs and the challenges they face building their
"Bike use is growing as a means of transportation, and we wanted to fill
that gap in a meaningful way that used locally sourced, sustainable
materials," said Roback, Owner, Grass Frames.
However, it's not easy convincing people that bamboo is a sturdy
alternative to titanium and steel.
"One of our challenges is educating others on the benefits of bamboo
bikes," said Roback. "To overcome that challenge, we take the time to
have conversations with people about why our bikes are a good choice,
and what makes them different."
"It's not only important for entrepreneurs to define their target
market, but to conduct market research and not base the definition of
their target market solely on their own assumptions," said Dennis Fortnum, Canadian Managing Partner, KPMG Enterprise. "Many entrepreneurs share
the same challenge of educating their potential customers, similar to
Grass Frames, that's why honing in on a target market and reaching them
in a meaningful way is critical to success."
KPMG Enterprise Insight
Step back from your idea—How a consumer can use a product or service is
not always obvious. Testing your product in a market that you aren't
in could give you surprising results and lead to fresh thinking about
your target market.
Research—Social media is being used more as a research method. It's
inexpensive, effective and readily available.
Look beyond Search Engine Optimization—Media coverage and third party
endorsements or reviews, especially online, are key to spreading the
word about your product. Many consumers research their products on the
internet, so it's important to have information available about your
product, other than the product web site.
Read stories about the successes and challenges of Canadian
entrepreneurs in KPMG Enterprise's inBusiness Magazine. The magazine is featured in hard copy twice a year, and is
available as an electronic newsletter three times a year. To subscribe
to inBusiness, please visit kpmg.com/ca/inBusiness.
Follow @KPMG_Canada on Twitter (#KPMGinBusiness) and on LinkedIn for more facts from inBusiness Magazine.
About KPMG Enterprise
KPMG Enterprise™ is a national network of professionals dedicated to
helping business owners and entrepreneurs build value in their business
and grow thriving enterprises in Canada. Why is this important for your
business? Because KPMG Enterprise advisers care passionately about the
success of their private company clients. As the primary point of
contact, they take time to understand your business and help deliver
value that is unique to your private company. Our service delivery goal
is to provide relevant, timely advice and ideas about your financial,
business, and operational challenges in a way that is manageable and
affordable, which will ultimately help any business owner save time and
money while building a successful business. Visit kpmg.ca/enterprise.
SOURCE: KPMG LLP
For further information:
National Coordinator, Media Relations
KPMG in Canada