They tested its potential, launched it well, both on and off line, promoted it via a range of mediums including face to face, yet it never really sold.
The web traffic was good, people registered in good numbers and "window shopped" but sales volumes were poor. They reassessed the product's potential and the signs were that they should persevere, in fact their competitors joined them in offering near identical products. So they re-launched, more people registered but still no outstanding sales resulted.
Too much personal disappointment, this week they pulled the plug and rightly so. Because no matter how much we as business owners believe in our products and services, if our customers won't buy them we have to accept the fact, move on and invest our time and efforts more productively elsewhere.
The reason that they could pull the plug with confident disappointment is because they measured everything from interest, to views, to visits through to eventual purchases and the stats didn't lie.
So don't be proud, take heart and don't be afraid to pull the plug. Remember - if you don't measure it, you can't manage it.
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