The flavour that is locked into the Starbucks brand. It's worth thinking about when contemplating your martial arts school/dojo/academy/gym.
Schultz took Starbucks from 1000 to 13,000 stores, retired, then came back when the stock plummeted around the time of the GFC. He famously returned and brought back the flavour to the Starbucks experience.. and the profitability.
His memo here is worth reading.
So that begs the question – what is the flavour lock of your business? Originally called your USP, this is the specific experience that your club provides that is entirely individual. Unable to be reproduced.
If you identify this, as Schultz did with Starbucks, your efforts to create something memorable in your business life crystallise in clarity.
What you do and how you do it is easy to identify. This is ‘why’ you do it. It’s what your students will experience as a result of walking through your doors two times a week, every week, every month, for years and years.
Well worth the effort.