Sometimes knowing what not to do is one of the keys to success.
Rocky Crossland, the CEO of Cleveland Unlimited (which does business under the Revol brand), knew that taking his small wireless service provider and trying to compete with the big national players would be a losing proposition.
He put together a management team of wireless experts with experience in unlimited wireless calling to help him find a niche where Revol could thrive.
After studying market research, Crossland developed a brand and focused it on an underserved niche market: youth and young adults.
One of the biggest risks he faced with taking on this niche was that the market segment might not respond to the advertising message because of the skepticism of big business. The company would have to be different and build a brand that fostered loyalty, not forced it.
Crossland built a business model based on unlimited wireless service with no contracts and no surprise charges. The idea was to appeal to the niche by making the service as hassle-free as possible. If the company could make a good first impression on the youth market, word-of-mouth would help drive the company’s growth.
As the brand was developed, a list of things people hate about the wireless industry was also created. Revol’s leaders use that as an internal reminder of what they never want to become. Products and services will only be added if they serve an unmet need of the company’s target market.
By keeping things simple and hassle-free, Revol has been able to grow its service and launch coverage in Columbus, Youngstown, Canton and Indianapolis. By the end of the second quarter of this year, coverage will be available to 6 million potential customers.
How to reach: Revol, (216) 525-1166 or www.revol.us
