The formula for expanding an established business with a worthwhile product or service is:
- Intelligent promotion
- Good administration and
- Sensible economy
…in that order.
Definitions
- Intelligent Promotion – proven marketing that brings in an adequate volume of leads and sales
- Good Administration – an organizing board, hats, training and programs that enables efficient and effective delivery
- Sensible Economy – financial planning that keeps income above expenses and properly invests funds back into business activities that make more money
Marketing, administration and financial management are important components of any business that can’t be neglected. The key to properly applying this formula is in knowing what condition your business is in and what step to focus on.
The Logic of the Expansion Sequence
To have any growth at all a company must be able to generate an adequate and increasing demand for its products or services. Intelligent promotion generates that demand.
The resulting increase in business traffic will pound against and expose the weaknesses in the organizational structure and operating procedures of the company and threaten to blow it apart. By employing good administration, the organization is able to more smoothly and effectively manage the increased flow of business.
At this point there is usually a financial affluence. By putting in more discipline on the finance lines, by employing the applicable tools of sensible financial management, one can greatly strengthens the company’s stability and viability.
If a company is: shrinking, in a financial slump, not expanding, or expanding, but can predict a future financial slump it is at Step 1, Intelligent Promotion, and must find a way to increase demand through effective marketing and sales.
If a company is: generating revenues above its breakeven and turning business away because it can’t keep up with the demand, has overworked execs and employees trying to get orders filled or is desperately trying to hire more people to ease the delivery load it is at Step 2, Good Administration, and must rapidly employ the most applicable administrative tools to effectively handle the production demand. In such a case one can safely assume that it is already engaged in Intelligent Promotion.
If a company is generating revenue that is stably above its breakeven, enjoying a steady stream of new business, adequately organized and is effectively handling the production demand and executive cope is minimal it is more than likely at Step 3, Sensible Economy, and needs to ensure that proper financial planning is being used to keep the business stable, expanding and prosperous.
This formula forms the basic methodology for a business analysis.
