The ability to properly market a product makes the difference between ordinary business and extraordinary business.
Jamaica is no doubt a wonderful country and we have produced some very special products, which have been on a hit on the international scene.
Some manufactured products which quickly comes to mind are Ting – multiple gold medal winner, blue mountain coffee, Jerk Seasoning etc.
We have produced reggae music, which has broken into main stream with our legendary Bob Marley music making the top ten albums of the Century.
Our world class performance in athletics in the two biggest global events which occurred within the last 12 months have confounded many, who are left wondering, how a small country like Jamaica can be so dominating.
I watch the “Bolt arms” recently in Berlin and said to myself, there goes a prospective Jamaican product being produced by the Germans. The replica of Bolt with the Bow and Arrow stance was a big hit in Germany and one wonders, how is it that no one here thought of building it and exporting it overseas in time for the world games.
This is the type of marketing, which I speak about, this is how we have lost our competitive advantage by failing to identify these little jewels and capitalizing on them.
We now need to look at the development of a comprehensive athletic program in Jamaica. Year ago we used to send students away on “track scholarship”, now we have the grand opportunity take in and train athletes who’s schooling here would be paid for by these countries who are trying to develop their athletic program.
Just imagine hundreds of students from overseas being sent to Jamaica on track scholarship year after yr. At an average cost of US$15,000 per yr. (full cost) for say 200 students, we easily could be raking in US$3M per yr. in this area.
Note this does in include room and board as well, as food for these prospective students, which could add additional dollars to the above figures.
We have the single biggest boys/girls athletic championship that can be found anywhere in the world, what if we opened this to countries outside of Jamaica e.g. US and Britain.
What if we opened invitation to track and field enthusiast from overseas to witness first hand how our stars are born, over this three days event, do you see the potential exposure Jamaica could be getting.
We need to be creative and move very fast in this area, as they say ” strike the iron while it is hot”.
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