The curse of most Balinese small businesses is that they fail to distinguish themselves in meaningful ways. They copy one another, creating a string of look-alike businesses that merge into one another and leave each one fighting it out on price, assuming they get anyone's attention in the first place.

This tendency prevails in every tourist center on the island. Row after row of shops on side streets and alleyways sell cheap merchandise such as t-shirts, woodcarvings, fake designer watches and beach attire. They are unoriginal at best, tacky and substandard at worst.

The result is that tourists tune them out or only grab items they happen to need (a postcard here, a pair of shorts there) with no reason to care which shop receives their money. When shopkeepers do make a sale, it's based almost solely on luck.

The most compelling way for Ketut to break the anonymity trap is to distinguish himself in a meaningful way. My goal was to have Ketut embrace basic Slightly Famous marketing principles so he could stand out from the pack and to speak to the unique needs and desires of a particular target market.

Targeting the best prospects

We discussed how Ketut could differentiate himself from other taxi drivers. Rather than be a generalist, I urged him to look to his best clients and customers and build his service around their unique needs. Those whom he wanted to serve most could improve his financial situation, I believed.

Traditionally, much of Ketut's business has been with young, budget-oriented tourists who do not stray far from tourist areas, and who spend most of their time walking or taking short trips around town. Too many taxi drivers compete for their business.

We brainstormed and concluded that his best customers tend to be older couples and those who come to Bali to experience its culture. They have more interest in getting around Bali for day trips than staying close to the sand, surf and singles scene of Kuta. These customers look for a specialized tour package with higher value, not just a taxi ride.

I had already learned firsthand that Ketut had all the qualities of a good tour guide. We decided to target those who want a dependable, knowledgeable guide, and those who are willing to pay a higher price in exchange for enhanced value.

Establishing a brand and reputation

Because Ketut is not the only tour guide in Bali, he needs to distinguish himself from others. Our competitive research indicated that hotels and tour guide companies operate the most tours. We also learned that most tour operators have shortcomings:

• No customization. Tours have set itineraries and departure times. They leave no room for customization based on individual tastes. Customers must chose tours based on a company's terms.
• No privacy. Most tours comprise several people crowded into a bus or minivan. This setup does not appeal to travelers who want the tour experience without the constant presence of strangers.
• Unoriginal. The copycat tendency that is prevalent in Bali also carries over to tour companies. They travel the well-beaten paths, guiding their customers to predictable locations frequented by other tourists.

Based on these three findings, we determined that Ketut could develop his own market niche of providing small, customized tours to older travelers and others who want to explore Bali's cultural heritage.

The best part is that to move in this direction, he will not need to change much in the way he operates. He will not have to invest in any capital expenditures. Rather, he will shift his attention to establishing his brand and reputation with:

• Personalized tours. Ketut's positioning strategy will address the shortcomings of existing tour companies by customizing his tours to the particular interests of individual clients. His itineraries can range from one to several days.
• Expertise. A lifetime resident of Bali, Ketut is such a knowledgeable resource that he can begin marketing and delivering these tours now while continually honing his expertise about Bali's arts, history, cultural heritage and people. His credibility and expertise will be an advantage customers can count on.
• Better customer service. Ketut will take clients to the best shops and merchants, shunning the commission model used by many Bali tour operators. He will provide extras, such as a collection of Balinese music CDs clients can choose from while they're on the road, a selection of magazines and a file of menus and brochures from Bali's best restaurants and spas.

Because he delivers more value, he will be able to charge higher fees. Because he will no longer be confused with his current competitors, Ketut will not have to struggle as much to get the right kind of business. In short, he will develop his own Slightly Famous reputation as a knowledgeable, premium tour guide who stands out among a sea of mediocre competitors.

Next, for this new business model to materialize, Ketut will learn how to become a better marketer.