Question

This is a subjective question, hence you have to write your answer in the Text-Field given below. Since she was a child, Sunita Arora has had an eye for order. Her relatives marveled at her obsession with cleanliness. Their modest house in Delhi was by far the tidiest in the neighborhood. In school, she excelled in creative pursuits. She learned to be a skilled sketch artist. After graduation, she opted for a diploma course in interior decoration and started work as an intern at a leading interior decorator in Delhi. In due course, she married and moved to a smaller city with a million population. She decided to open her interior decoration practice there. As a young person starting her married life, she had a limited budget for promotional activities. a) Write a note on the law of the few. b) Explain how Sunita can use it to set up an interior decoration business in the new city?

Answer 1

Sunita can establish her interior decoration business in the new city by strategically identifying and engaging connectors with extensive social networks, mavens for credibility, and persuasive salesmen. Leveraging word-of-mouth marketing, fostering strategic partnerships, and providing exceptional service to initial clients will amplify her business impact within budget constraints. The Law of the Few becomes a powerful tool for Sunita to create a ripple effect of influence in the local market.

Step-by-step explanation:

a) Note on the Law of the Few:

The Law of the Few, a concept popularized by Malcolm Gladwell in his book "The Tipping Point," posits that a small, influential group of people, often referred to as "connectors," "mavens," and "salesmen," play a disproportionately significant role in the spread of ideas or trends. These individuals possess specific traits that make them highly effective in disseminating information and influencing others. Connectors have an extensive network of social connections, mavens are information specialists who accumulate and share knowledge, and salesmen are persuasive communicators.

b) Application of the Law of the Few for Sunita's Interior Decoration Business:

Given Sunita's limited budget for promotional activities, leveraging the Law of the Few can be a strategic approach to establish her interior decoration business in the new city:

1. Identify Connectors:

Sunita should identify individuals in the new city who have extensive social networks and influence. These could be community leaders, local celebrities, or individuals actively involved in social gatherings. By establishing a positive relationship with these connectors, Sunita can tap into their networks to amplify the reach of her interior decoration services.

2. Engage Mavens:

Targeting mavens in the community, such as influential bloggers, local critics, or respected experts in design, can help Sunita gain credibility. Mavens are information hubs, and their endorsement or recommendation can significantly impact the perception of her business. Sunita could offer them special promotions or collaborate on content to harness their knowledge and reach.

3. Recruit Salesmen:

Identify persuasive individuals who can effectively communicate the value of Sunita's interior decoration services. This could include charismatic sales representatives, satisfied clients willing to share their positive experiences, or individuals known for their ability to influence opinions. These salesmen can be instrumental in convincing potential clients to choose Sunita's services over competitors.

4. Word-of-Mouth Marketing:

Encourage word-of-mouth marketing by providing exceptional service to the initial clients. Satisfied clients can become natural connectors, mavens, or salesmen in spreading the word about Sunita's interior decoration expertise. Implementing referral programs or offering incentives for client recommendations can further stimulate this organic growth.

5. Strategic Partnerships:

Collaborate with other businesses or influencers in related industries, such as real estate agents, furniture stores, or home improvement outlets. By forming strategic partnerships, Sunita can access new networks and benefit from the credibility of established entities in the local market.

In essence, by focusing on the Law of the Few, Sunita can maximize the impact of her limited budget by strategically targeting key individuals who can act as catalysts in promoting her interior decoration business within the new city.