Giovanni's Case: Max And The Case Of Giovanni

Moreover, in the case of Max, they have a same similar approach regarding market research, although in a different manner. As the owner of startup micro-sized company he also conducted a wide market research but using efficient software and tools. Max described his approach as follows:

Yes, I do the market research myself. I have invested in some software tools that helps me with some automation with marketing and promotion things. I have also marketing research software that helps me to search all the revenues of different niches in Amazon. Besides the software of course I do the market approach like what is already selling, what is profitable there and do I have the chance to get in to that market or not so just really researching a lot.
He justifies his answer as follows:

I have the resources to do marketing research but so far there has not been any need to implement such thing. I also didn’t do any market research before and after I started my business. Besides I would need to hire somebody who actually can make a market research and explain the results and after that come up with a rock solid plan that blows my mind away. Do you understand my point here? Finding a person like that takes time and money, so I don’t see necessary for that now. Maybe, in the future, let’s see. (Giovanni)

Giovanni founded his company eight years ago, with the help of his wife. He has only a high school diploma and has said that does not have the skills or knowledge to do any sort of research. He further states that he is more of a traditional businessman rather than a highly educated one. However, he has clearly mentioned that he does have the resources to conduct a market research in the case of necessary. For that reason Giovanni’s case is completely different compared to other participated entrepreneurs of this
Shaw further states that money or the people for marketing is a rare resource because of their small size. The researcher agrees with the theory of micro-sized companies to be aligned with the interview findings. Almost all of the interviewees find money to be the key limitation because of their small company size. Money equips them to hire the right people with specialized skills who focus more on the areas they need help in. Majority of the entrepreneurs say they need to omit some parts of their marketing because they do not have the money. Despite the lack of money they were all able to work around this creatively and have good enough networks to successfully overcome this limitation. Although the lack of money can be seen as a limited resource for majority of the participants, in case of Giovanni it cannot be seen as such. He has mentioned the fact that he does not have the problem of money. In addition, the researcher was surprised that in the case of Max he could not find the right people for different positions in his company for cheap in Taiwan. However, it was discover that Max want it to hire people who works for him only when he needed so, therefore he used virtual assistances whom he can contact efficiently through real time chat with low cost. Furthermore, Max is travelling regularly around the Asia because of the nature of his business,