But, then I thought I might add a few insights of my own.

A few of her recommendations struck me as really right on target, and seem worth expanding on as they speak to a need that every entrepreneurial company needs to consider sooner or later to continue to grow.

That is, what to do once the explosive growth generated by your hot idea starts to wane. This can be because others jump into the field and it starts to get crowded or because of a slowdown in the economy or because consumers experience fatigue as the hot idea seems to be just about everywhere. Of course, now we are experiencing all three!

As I’ve written about before, now is the time to get back to basic marketing principles. I speak from experience, incidentally.

Fifteen years ago I was working at a very hot start-up that grew into a fast growing mid sized company then imploded due to, primarily, entrepreneurial arrogance in the face of increased competition and a sour economy. Rather than step back and consider a new way of doing business, they continued with the same old marketing programs that worked for them to date – bad idea!

As companies grow and markets mature, new strategies are required. Any marketing student who ever learned about product lifecyles knows that. What’s tough is convincing upper level management, particularly entrepreneurs who consider a product their baby…who will always stay a baby, of that fact.

So, here are just a few tips from me, on keeping your sustainable business growing over the next few years.

1. Step back and re-evaluate your target market. With budgets tighter, your current consumer just might not be able to afford your product anymore.

2. Take a hard look at your competition. Who is selling similar products might now? Keep on top of their marketing efforts.

3. What products might consumers be buying now instead of your product? How can you lure them back?

4. Re-evaluate your positioning. Just being green may not be enough right now – consider quality and/or cost savings a possible positioning.

5. Be creative in your marketing programs- during a recession, well thought out promotions can keep consumers happy and loyal.

6. Find ways to connect with your consumers online. I am a big proponent of social media. I use my Twitter account to not only connect with clients but to provide them with valuable advice.

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Many entrepreneurs I have worked with have insisted that everyone can benefit from using their product. While possibly true, I’ve always encouraged my clients to focus not on who could USE their product but, who would BUY their product … right now … today or in the very near future. Focusing most of the marketing time and money on those consumers results in immediate sales and the opportunity to spend more in the future to attract those perhaps more reluctant to purchase today.

Last week in my post, Which Organic Consumer Are You? , I wrote about a new report that can help green companies identify that “right now” consumer.

The Natural Marketing Institute just released their latest report on the state of the organic food industry … in other words … who’s going organic. It turns out more than half of us are buying organic foods at least sometimes.

For consumers, this report offers an opportunity for a little introspection. For green entrepreneurs it offers an important marketing tool – a chance to hone in on the right target market for your product.

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