Suite101 at present is in its product development phase. In the past, this has meant coming up with a product, developing a method to produce a satisfactory version at the lowest possible cost and then selling it to people who are easily accessible to you. This model works and often gives satisfactory results. The problems with it include that it will work less and less well in the future as more workers want meaningful employment and consumers become increasingly sensitized to value instead of price.
Suite101 is using a different model. In it, you identify a problem — here the difficulty in finding information on the Internet. A team to develop solutions to the problem is set up and the product is developed in terms of which solution is the best in solving the problem. Once the best solution is identified, target markets are chosen in terms of who would benefit the most from utilizing the solution. Marketing is carried out by informing these target markets of the existence of your solution — since there is a substantial benefit to the members of the target market, no traditional selling or advertising is necessary.
In the above model, the product evolves as the needs of potential target markets become clearer. In the description of its product, Suite101 identifies the problem it is addressing. In Business Opportunity, Suite101 gives some ideas of potential target markets and what benefits they could realize from Suite101. As Suite101 grows, the potential benefits for some of the target markets increase which is why we need to grow. A high profile in the general population doesn't confer additional benefits in relation to costs which is why we haven't seen an advertising campaign.
In addition to marketing to a target market for products, all companies must engage in internal marketing to their partners, suppliers and workers. In this connection, it is important to note that a salary is no longer the motivation it once was. Suite 101, in the documents referenced above, is proposing that the benefits of success be shared among all members and editors. The promise itself is less important than noting that the way Suite101 is set up, such a distribution of benefits would greatly increase member and editor loyalty, motivation and dedication and thus lead directly to greater success.
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