What people who embrace changing times are looking at.

Hello, this is Iguchi.

As a sole proprietor, I amexploring methods for web marketing and sales promotion that can be practiced even with small capital,and I am repeating hypotheses and verifications every day.

In this note, I focus onmarketing termsthat you might have heard of but are often used vaguely. Based on my own research and real-life experience, I have summarized them inthe simplest language possible.I hope that even those who are not good with technical terms will be able to think, 'I see, that's what that means.'

'Lately, I feel like I can't keep up with the changes in the world...'

Have you ever felt that kind of anxiety?

AI is evolving, prices are fluctuating, and social media trends are changing. There are moments when we are suddenly bewildered by 'external movements' that we cannot control through our own efforts alone.

But what if you could 'know' those changes in advance?

Actually, what makes that possible is'macro-environmental analysis'.It might sound difficult, but the way of thinking is like reading a 'weather forecast for society.'

In this article, I will gently explain macro-environmental analysis from the perspective of a sole proprietor or freelancer.

How is macro-environmental analysis generally explained?

First, after researching various sources, macro-environmental analysis was roughly explained like this.

I see. 'Large external changes' seems to be the point.
And 'uncontrollable' is also important.

For example, it's the image of movements in society or the economy as a whole that we cannot do anything about just by working hard.

By doing this macro-environmental analysis,

• What kind of opportunities will arise in the future? (Opportunities)

• What kind of risks are lurking? (Threats)

The goal seems to be to sense these in advance and utilize them in your own business strategy.

Let's think about it with a familiar analogy! Is it the same as a 'weather forecast'?

Macro-environmental analysis might sound difficult, but I have an analogy that I thought of myself that fits best.

It is exactly like a 'weather forecast'!

Imagine this.
You are planning to go on a picnic.

You decide, 'Okay, next Sunday I'll take a lunch box and go to the park!'
But if it turns out to be 'unexpected heavy rain' on the day, your hard-planned trip will be ruined.

So what do we do?
That's right, we check the weekly weather forecast.

• 'Oh, there's a rain icon for next Sunday...'

• 'It looks like the temperature will be low, so maybe I need a jacket?'

• 'Maybe I should postpone the plan to the following week.'

In this way, we analyzethe external factor of 'weather' that we cannot control ourselvesand think about what to do with our 'plan (business)' called a picnic.

Don't you think this is exactly like macro-environmental analysis?

Our businesses are also greatly influenced by things like the 'weather' of society.
That is why it is important to predict that weather in advance and prepare for it.

'Macro-environmental analysis' for sole proprietors and freelancers

So, I will give a few examples of situations where we, as sole proprietors and freelancers, can specifically be conscious of macro-environmental analysis.

Example 1: The evolution of AI technology and web writers

Recently, the 'evolution of AI,' including ChatGPT, is amazing, isn't it?
This is truly one of the 'macro-environmental changes' surrounding web writers.

• If you view it as a threat?
  "If AI starts writing text, won't I lose my job?"
  "My unit price might go down..."

• If you view it as an opportunity?
  "If I use AI as a tool, I might be able to work more efficiently!"
  "I'll specialize in writing that incorporates deep insights and emotions that only humans can provide, which AI cannot."
  "I'll acquire prompt engineering skills to give instructions to AI."

In this way, by analyzing changes in the external environment like AI, you can find opportunities to review your service offerings or acquire new skills.

Example 2: Diversification of work styles and online instructors

For example, suppose you are an instructor who teaches specialized knowledge online.
In the last few years, the "diversification of work styles" has been progressing, with the spread of remote work and the lifting of bans on side jobs. This is also a major change in the macro environment.

• "Since more people are learning from home, the demand for online courses will likely increase even more."

• "The need for company employees to improve their skills through side jobs seems likely to grow."

If you sense these changes, you can develop strategies to approach new target audiences, such as planning "weekend courses for side jobs" or "opening courses in the morning for moms raising children."

Example 3: Rising environmental awareness and handmade artists

Suppose you are an artist who makes handmade works using environmentally friendly materials.

Recently, terms like "SDGs" and "sustainable" have become widespread, and consumer "environmental awareness" has become extremely high. This is also a major macro environment.

• "There are more people interested in eco-friendly products!"

• "Let's appeal more actively to the segment conscious of ethical consumption."

• "By carefully conveying the story behind the materials, the value of the product should increase."

In this way, by capturing changes in the values of society as a whole, you can clarify your product concept and strengthen your marketing strategy.

Summary: As a "compass" for looking toward the future

We sole proprietors and freelancers tend to focus only on the work right in front of us and our own skill improvement.

But at the same time,grasping the big trends surrounding usis something I felt again is truly important for continuing a business for a long time.

Changes in the external environment that we cannot control can sometimes be a threat, but if you change your perspective, they can also become a major business opportunity.

Just as a ship sailing on a rough sea reads the wind direction and the flow of the tide to move forward, we also want to look closely at the "compass" of the macro environment and think about the direction we should head.

Thank you for reading until the end.

I would be happy if this article led to a small realization like "I see, that's what it was!" or a hint for your ideas.

Following me would be very encouraging.
I will also follow you back ^^