Small Business of the Week Award

This weeks’ prestigious award goes to: Vancore Plastic Packaging.

Every successful business has a unique selling proposition: something that sets them apart from their competitors and gives consumers a reason to buy from them.

Rarely would I term HONESTY as a USP, but Vancore Plastic Packaging has taught me a lesson.

Owned by two new entrepreneurs, Cheryl Marshall and Abbas Rehmanji, Vancore tells the true story about plastic and the damage it can do to our precarious environment.  While other plastic packaging companies may claim they are environmentally friendly, Vancore insists they make every effort to be environmentally responsible (they say friendly just isn’t possible), and asks the customers themselves to participate in the effort.  They list suggestions and then go so far as to include a video of our oceans that have gone unprotected from the carelessness of human consumption.

Imagine a restaurant showing a video of a customer vomiting after eating one their most expensive steak dinners on their website!

Abbas and Cheryl bought the vestiges of another business and stubbornly set forth to capture all the “Old Business.”  Much to their surprise and financial challenges, what was not working for the last company – didn’t’ work for them either!  They needed to decide who they would be in the packaging world and what they would offer their customers that demonstrated value. 

Choosing to manufacture using North American products, Canadian employees and located in Canada - while offering competitive pricing with Asian suppliers has certainly garnered them attention.  Customers can’t believe it’s possible.  Additionally, Vancore has the interest of Canadian universities, whose students want to know how they can research and contribute to a “greener” and “cleaner” plastic product.

“We can’t stand the thought of one plastic bottle going into the landfill," says Marshall. "With our present technology, and the community support for recycling, there is no reason for it!  If we recycle PET plastic, it can be used over 10 times.  Maybe the carpet in your living room is made from some recycled plastic material.”

 

Consider a value proposition as another option for USP or Unique Selling Proposition.

Maybe your business supports charity, buys directly from farms in developing countries, refuses to litter, or participates in community programs – whatever you choose.  But you must choose, and once the decision is made, you will need to market that choice to the world. 

Remember this: the USP that is based on the lowest price must always BE the LOWEST PRICE.  Is that a price you can afford to pay? Unless your business is a discount centre, look beyond the price alone.

Maybe find some good home honest truth and try that. Let's face it, in today's world of marketing, honesty is a UNIQUE selling proposition!

PS > > Would you let Abbas and Cheryl know you support their courage to own and operate a truthful gutsy business?  If so, copy and paste, (or write your own) and send off a quick email to: Cheryl@vancoreplasticpackaging.com 

Hi Cheryl and Abbas,

Just to let you know, you have people around the world who respect and support your honesty in your business.  Thanks for your leadership in plastic packaging responsibility.

Regards,

A Fan

PPS>>If you would like to nominate a company for the Small Business of the Week Award – Use Contact to tell me why.