Advice: Your Product
Positioning
Time to face facts - you now run a business and, in the same way that Microsoft, ebay, or Thomas Cook identify what their product is, you also have to realise what it is you are selling. Do not kid yourself that you don't need to just because you are one person with one property. All of these businesses got big because they paid attention to detail and did something special that distinguished them from the competition. Whether you want to grow big, or stay the same size [as a business] you need to create a product. Moreover, you need to create a product that people want.
We have already spoken about who your market is based upon your property, the surrounding areas and local attractions - now create the product. Everything you do needs to fit around that product. Imagine you are a big multinational and you have to create a 'brand'. Think about some household names:
MacDonalds - Do they sell burgers? They sell a low cost family meal experience, which attracts all members of the family. They do not sell a-la-carte. Love them or hate them, you know exactly what they sell. They aim their marketing towards the people who make most family decisions - children. They compete on price and gimmicks, not high quality.
Club 18-30 - They sell affordable holidays for young people looking for a good time. These people do not need luxury because they are there to sunbathe and party. They are not for families, or for older generations.
These are two very simple examples of what we are talking about. And, if you look carefully at most products or services, they have something in common... niche. The aim to appeal to a certain type of person.