BlogSmall business, Marketing, Promotion and Web Design

While my fascination with Google Wave is settling I want to go back to what this blog is all about – small business. It’s no secret that most of small businesses concentrate on surviving and becoming profitable. News are full of glamorous stories about glorious start-ups. In real life there are thousands of less known ventures and businesses that are alive and kicking – every day. Success of a small business is, indeed, in moving from failure to failure. As long as each failure results in small business owner learning valuable lesson.

We have recently completed a company analysis for $1.5M business. Scratch that. Recently we have completed an analysis of 10-year old successful company that had just found out they are worth well over a million dollars. They though their worth was around $200K and they treated their business as such. Problems we have uncovered and presented to the owners are not uncommon. Even more so, I would dare to say that most small business’ problems are falling under one of seven main categories:

1. Business owner/Leadership issues. Business owner may lack vision, being stuck in a day to day routine. Business owner may, on the other hand, have too broad a vision, trying to compete in all areas at once. Either way business looses.

2. Human Resources issues. Speaking of small business owners it is always hard for the owner to find a person they can trust. Money are tight, there’s never enough time so the owner is convinced that any new person will not be a good fit for the company. Maybe some time later. Being able to delegate solving secondary problems is a virtue not many small business owners possess.

3. Innovation issues. Most of the businesses are shy of innovation because they shy of money. Or so they think and so they say. In some cases it might be true. However in most cases innovation (not necessarily technological – it could be just a different approach to sales) is the ultimate source of  company’s strategic growth. Just because it was working before – doesn’t mean it will work the same in the future. But even if it will – would you rather make the same money or double that?

4. Marketing and sales issues. Most people create their business because they know how to do something, not how to sell it. They think once they start offering their services people will come. People will, indeed, come – to those who can sell to them. Not knowing how to market themselves, small business owners fail to capture their strategic share of market. Around 75 to 80% of business owners cannot price their services or goods properly.

5. Operations and logistics issues. This area is so broad that I would probably have to create another post just for that. Most small businesses fail to understand the importance of the fine-tuned operations. Maybe you spend too much time going to suppliers when for little extra money you can have them deliver to you – while you be making much more money rather than putting your business on hold. Or maybe your people are doing the double work by filing documents in both paper and electronic forms. Or maybe there is something else. Time is the most scarce resource that you have, and operations issues are the biggest time waster.

6. Legal issues. This is a can of worms of its own. Do you have all the licenses you need to run your business? Are you covered in all states and counties you operate? Do you have insurance that will cover you in case something happens? Have you filed all your tax reports on time? You may be surprised at how tricky these things can be.

7. Financial issues. This is the item most of business owners would have put first, so I am deliberately putting it last. You think you have money problem? You might be right. The reason for that is that you are having some of the issues from the list above on your hands. Either way you are not collecting enough sales, or your expenses are too high, or both. Unless, of course, your business model is flawed, but that’s whole another story.

So what is the outcome of the analysis that any small business should do? Identify the most flawed areas and fix them – one by one. Don’t wait, don’t put major things off – the larger the company the harder is it to change things there. So start early, move fast. Today is a good day for change.

Last week I got two letters – one from GE Bank (that provides credit services for Lord & Taylor) and one from Chase. Both were somewhat apologetic and notified me of the credit line cut. In fact, they cut it so much that the credit limit is barely above the balance on the card.

Now, I don’t claim to have a credit score of 900, but it was a decent enough score, especially for a current economy. With lines cut like these, my credit score will undoubtedly plunge – because the integral part of it is an available credit to total credit ratio. As you can see, with a simple move two credit providers have just destroyed about 75 to 100 points of my credit score.

What does it mean in a long run? Well, I expect some more credit cards to do the same (although I don’t have that many anyway). That should bring my credit score down even more. Inevitably, some of the credit lines will get so close to the balance that cards get accidentally overdrawn. That pushes the score even further down. In a two to three months I expect my credit score to nosedive by no less then 150 points, with even more diving in the following months. There’s almost nothing I can do  to prevent that. Obviously, if I was capable of paying off all the balances – I would have done that a long time ago, but I would still need some credit for operations anyway.

So what these credit companies are looking at is in approximately 3 to 4 months driving my credit score down so much that I would stop caring about it. Then, an interesting thing happens – once you stop caring about your credit score, you realize that you can just stop paying credit cards, free up a lot of cash, stop answering calls from credit card companies for about half a year (imagine all the cash you can save by then), wait until your debt is sold to a collection agency, wait out a little longer and then make a deal on paying off just a fraction of the initial debt.

Once you’re done settling (even before you’ve paid off your balance) – your credit score will start to raise, in about a year you’re back to the previous numbers without the debt and with whole lot of cash. Credit company looses, you win.

Now tell me – what’s the rationale behind the initial action of the credit company to cut the credit line of an individual (or a business) that makes all the payments on time and always pays significantly more then a minimum payment? Does it all make sense? From my point of view – it doesn’t.

Part 2. Click for part 1.

Now would be a good time to ask me where is the fix? All I’ve been talking about so far is why we are in the mess we are in

From the entrepreneurial perspective – we have ineffective management. It’s everywhere. Not only the government suffers from this – major companies are settling for ridiculous levels of idiocy in their decisions. Probably because that’s what pays the most – immediately. In the long run, however, it’s not all that bright and shiny.

The big three automakers can’t get it into their system that people buy American trucks simply because people need them and there’s little to no alternative to them. And people buy Japanese cars because people want them – for higher efficiency and reliability for the same (if not lower) price . Out of the curiosity and nostalgia I always rent a different American car when I cannot travel in my own car. So far the experience is next to horrible. These cars have less sex appeal than President Bush and are less comfortable than a torture chair. I’ve been through Pontiacs, Fords, Chryslers and Chevrolets, varying among cars, SUVs, vans and trucks.

The outsourcing of high-tech jobs, R&D and pretty much anything where you have to use your brains damages the overall state of economy. I closely work with people who either manage outsourced teams or do clean ups after outsourcing’s epic failures. For every story about successfully outsourced project I hear two about failed ones. From the short-range-profit point of view the outsourcing is great, but when you take longer terms into consideration – outsourcing is less effective and costs just as much if not more. There’s a reason why business owners prefer working with people locally, and that is – easiness of communication, staying in touch and fast resolution of issues, which in the long run costs less than just cheap execution. Talking to someone, who’s English is a second or third language and who’s only incentive is to work for as long as they can so they can suck all the money they can will hardly yield anything useful. Besides, this is just handing our own competitive advantage to our competitors on the silver plate with a golden rim. And we are even paying for that!

So all that we need to do is create more jobs in the country. More people in the country will make money (and more people will be making more money than they are now), so the blood of the economy will start circulating again. This is not a short term solution, nor it would benefit all people at once overnight. But it’s surely a way to go.

If lawmakers, instead of passing a bailout (which reminds me of the old saying that you can’t heal a dead with a poultice) should concentrate more on having a law that will reward (with tax breaks maybe?) companies that create and maintain jobs in USA and punish those that dump them overseas. From my perspective – it’s a matter of language of the law how it’s done, as long as it’s done.