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The Art of Business Piggybacking

Charen Smith

July 03, 2008

More than One Way to Succeed
The most successful businesses start with a new idea. A new idea that solves a problem that people have is a tremendous way to succeed in business.
But that is not the only way.

Piggybacking
Not every business can come up with a new idea; there are only so many ideas out there. You can succeed by taking an existing idea and expanding it or modifying it. This is known as “piggybacking”.

Timing is Everything
The key to successfully piggybacking off of another idea is the timing. The best time to piggyback is right after a successful idea is introduced on the market. When there is a new revolution on the market, such as eBay or Google or something of that sort, there are a great deal of people who discover it in a very short amount of time. As much as they may try, no business can foresee every request that new customers will have.

That is where you come in. When there is a new, successful idea such as eBay, the many new customers going to that site are going to need tools and resources to help them get comfortable with the new idea. If you can modify the new idea, or expand upon it in some way, and help these many new customers out, you will probably experience some success.

Some Examples
When eBay became wildly successful, many companies designed sites that helped sellers construct their eBay stores quickly and efficiently. This is one example of a piggybacked idea that was successful.

Another example is the many sites that offer background and comment codes for sites like MySpace. This was an idea that began after the success of those social networking sites.

Additional Tips
When you come up with a piggyback idea that you are confident will succeed, keep an open mind about how to promote it. Do not neglect traditional methods such as brochures and postcards and print ads. A well designed color printing can do wonders for advertising, even if your idea is web based. Place your printed materials in the hands of as many targeted customers as you can. Even in this internet age, traditional color printing advertising techniques can still be effective.

Final Words
While piggybacking can be successful, you must be careful in how you employ the technique. As we said, timing is very important. But selectivity is also important. Do not force an idea onto the market just because it piggybacks off of a successful new trend. Make sure it is viable and serves a need before you start pushing it. It will not do you any good to rush if it will not succeed.

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