In order to succeed in business, you most likely need to offer something that no other competitor is offering. You have to provide your potential customer with a reason to choose you over the other guy, and if the two competing firms have identical features, products, and level of customer service, the customer will just choose whoever is the most convenient. On the other hand, if one company has something special, something unique that appeals to their needs, the customer will be more inclined to choose them.

I live near a major street where there are countless coffee shops. They typically offer the same kinds of drinks — latte, cappuccino, etc. — with only mild variations to go with their branding. Some shops have better coffee than others, but for people who are not too particular, all of these shops offer a fairly decent cup of java. It’s not fast food coffee, after all.

So, how have these coffee shops decided to market themselves? How have they tried to lure you away from the guy down the street? I’ve noticed two key trends. First, some of them have started to extend their hours, opening themselves up to late night study sessions and other reasons why customers would come in during non-peak hours. Second, most do not offer free Internet access, so those that do, typically have the most customers.

This second issue is a huge one for students and mobile professionals! For the fairly minimal cost of setting up a WiFi network in your coffee shop, you can attract a fair bit of business that you may not otherwise get. Furthermore, it is important to openly advertise this free Internet access, because if people don’t know, they won’t go. Clearly displayed stickers on the front door are good, but you should also get listed in local directories like WiFi Mug.

How do you set your business apart from the competition?