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A common hazard faced by new entrepreneurs is a lack of faith inthe power of their offer. Many business people lose focus becausethey are worried they won’t generate enough cash flow from theircore product. They attract potential customers with outstandingexpertise but then muddy the water by trying to sell anythingthose customers want, regardless of how it fits into theirbusiness plan. This is confusing, both for the customer, whodoesn’t really know what type of business you have, and foryourself. Here’s how to stay on track.Many business people lose focus because they’re worried theycan’t generate enough cash flow from a small group of products orservices. You attract potential customers with your outstandingexpertise but then muddy the water by offering anything thosecustomers want, regardless of how it fits into your businessplan. You lose focus. If you don’t focus, you won’t have theknowledge you need to help your customer. You need to solveproblems and offer a complete solution. You can only do that wellin your area of expertise. Losing focus sets you up for failure. If you can’t solve yourcustomers’ problems, your business won’t earn a reputation as agood resource. This applies to any type of business. Imagine thatyou offer computer accounting services. You are an excellentaccountant; you have a good reputation and an excellent rapportwith your customers. If your customer needs a new computer,chances are they will ask you if you sell computers. Lose focusand you may be tempted to say yes. After all, you knowcomputers... you use them all the time for your computeraccounting business. However, while you may use computers in your business, you arenot necessarily an expert in the computer retail business. Youmay not know the best wholesalers. You’re not equipped to dealwith repairs. You probably won’t make money selling the computerafter you invest all the time necessary to learn how to do itproperly, and the time you invest takes time away from youralready successful business. What’s worse is that a customerdissatisfied with your service won’t tell other people not to buya computer from you, she’ll tell them not to deal with you atall. If you lose focus and try to be all things to all people, youwill not be as successful as you could be in any business.Successful businesspeople tell you to focus on what you do best.Master your business and give your customers value. If yourcustomer comes to you looking for something that is not part ofyour core business, refer her to someone else. In fact, you couldeven make a deal with another Web site and have them refercustomers to you as well. Affiliate programs do exactly that. In the end, you serve yourcustomers better and they will continue to value your advice,your products and services. There are ways to offer more productsand services to your customers and increase your cash flowwithout losing your focus or diluting your brand. Let’s look at aconcrete example. Marie-Lynn and I were talking about a new business she wants toset up. Marie-Lynn is interested in mobile entertainment systems.In fact, she’s looking for a DVD player for her car. She oftentravels by car with her husband and daughter, visiting family inother cities. Her daughter is now old enough to ask the dreadedquestion, "Are we there yet?" She thinks it would be interestingto get a VCR or DVD player for her car to keep her daughter (andhusband!) quiet and entertained. Doing some research, she quickly realized there was a businessopportunity here. Buying a car that has a DVD player includedcosts about $10,000 more than average because they tend to beluxury models. That’s a bit expensive for a DVD player! Shelooked for places that sell kits for DVD players, much like thekits you can get for car stereos. She found there were very fewstores that would add a DVD player to a car, and she couldn’tfind any "do-it-yourself" kits on the market. She was sure otherpeople were having the same problem.As we discussed it, I agreed this was a perfect businessopportunity! I pointed out that this was a high-priced, high-margin product with relatively low shipping costs. We base our business strategy on establishing relationshipswith our customers and we can do that best with fewer customers.After all, we’re not trying to be a Wal-Mart or a Dollar Store. It had the advantage of being a product that requiring a gooddeal of expertise. Which DVD player is best? Which models fit inwhich vehicles? There was even potential for information productslike plans for customizing older vehicles to accept a DVD player.Imagine the long-term potential for offering DVD movies that playwell to a traveling audience. Marie-Lynn will be able to warn hercustomers about movies with car crashes and high-speed chasesthat may give the driver a nervous breakdown, and she canrecommend movies that keep her own daughter occupied. Moreover,whom do you think her customers will come back to when theychange vehicles? As we talked, we both became excited about thepossibilities.I was convinced "DVD Players for Your Car" could be a perfectapplication of the Ride the Wave philosophy. Then Marie-Lynn alsotold me her research showed her that mobile and wirelessnetworking products were selling well now. Everyone wants analways-on Internet connection, and more and more people havemultiple computers in their house that they want to networkwithout drilling holes and running wires. She was thinking about starting a business selling mobile and wireless networking technology and she would include the"DVD Players for Your Car" business with it. After all, thereisn’t any type of device more mobile than a car, is there? Shewas worried she might not sell enough car DVD players to make aprofit and mobile networking was a high-end market and thereweren’t many people doing it. She was also worried that she mightnot have the expertise people were looking for when it came toDVD players... after all, she didn’t even have one in her caryet. She was still shopping!There’s a good chance many of you will have the same experience,though not necessarily with DVD players and mobile networkingproducts. You will have doubts about your idea and doubts aboutyour expertise. You will worry that you won’t make enough salesof one product and you’ll be tempted to add other products toyour online store. I’ll tell you the same thing I told Marie-Lynn.Don’t lose focus! The "DVD Player for Your Car" idea isexcellent. It would only get lost in a "Mobile and WirelessNetworking" Web site. Remember: Your brand, your business name and its reputation, isyour most valuable asset. Your must build and protect your brandover anything else. Your brand will be the true secret of yoursuccess and the source of the long-term security of your businessand your income. Think of your brand as your position in thehearts and minds of your customers. Where are you in the heartsand minds of your customers? Remember your business strategy and you have every chance of success. It’s easy to get distracted andlose your focus. Stay on track!