As a consultant, I have walked into many small companies on that first day and wondered what the next few weeks would be like. Every company is different and just about every job has had a different set of requirements and objectives. But, when I push aside the differences, I see some common threads. When it comes to small businesses, especially the 25 people or less kind, I have found that we have to sometimes get back to basics in order to move forward.
So, I thought I would share the top 10 things that I would ask any small business to think about and answer.
1. What do you make/do? OK, no snickering out there – this is serious stuff. It is often very hard for small companies to specifically define and clearly state what they do/sell. You should be able to clearly define your products and/or services in a couple of sentences.
2. Who are your competitors? This is not just a list of all the companies who sell the same thing(s) you sell. It is a list of the companies who sell their similar product to the people that you think would buy your product. There is a difference and it’s important to understand it. For instance, if you sell handmade soaps, your competitors are not Proctor and Gamble, Dove, Irish Spring, etc. Your competitors are more likely to be other handmade soaps, boutique soaps, specialty companies selling organic soaps and so on. Figure out who exactly is selling in your target market – which leads me to #3…
3. Who is your customer? Who are you trying to sell to? Who wants or needs your product? Where are they and what are they like? There are not too many small businesses out there who target an entire population – so figure this out. Once you do, it makes it a lot easier to find potential customers – at least you know what they might look like!
4. Why should anyone buy from you? What is your value proposition? You cannot convince someone to buy from you if you cannot define what value you can provide. What is better about you than the other guy? What needs do your customers have that will be addressed with your product? Are you faster, cheaper, nicer, bigger??? OK – these are a whole bunch of questions – but I’m counting them as one!
5. Do you have the right people working for you? Small businesses can’t afford to have a bunch of ‘C’ players. You need to have the right people, because when there are just a few of you doing everything, you need to trust that things are being done right. Don’t tolerate incompetence – you can’t afford it.
6. Have you communicated with your employees? I always thought that big companies would be bad at the whole communication thing and that small companies would be great at it. Well, based on my experience, small companies do … Read the rest ...