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Tag Archive for 'marketing plan'

2013 is Knocking at Your Door! Is Your Plan Ready?

For many restorers, this time of year can be one that is of reflection and looking towards next year to achieve either bigger goals or reach the goals that were not quite attained this year.

With any goals or milestones, it’s not surprising that you should have a road map of how to get there. It is surprising that while many restoration contractors might have written a business plan at one point to satisfy a financial requirement such as a loan, a marketing & sales plan in many instances has never been created! Without a marketing plan, your marketing strategies might be falling short of being effective in your marketplace.

And as your company grows, your marketing plan and strategies within that plan must differentiate you from “all those other contractors” and constantly align with the needs and goals of your company as the inevitable “dips” in business are to occur. Planning can be painstaking, but well worth the benefits of an effective, efficient and organized strategic approach to building your company. Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.”

So, when 2013 comes knocking at your door, will you have your marketing and sales plan in place that will allow your to prepare for success, or will a lack of planning leave you at the end of another year saying, “Why didn’t I reach my goals again this year?”

To read more about the value and creation of a marketing plan for restoration contractors, along with other valuable tips for effective marketing planning, click here!

Are you looking to effectively market your company and stand out from every other contractor in your marketplace? Visit www.theBDAway.com or call 773-777-9956 for more information on how BDA can help you prepare for predictable growth and success of your company!

Forewarned is Forearmed: Understanding the Small Stages of Business Growth-Part 1

In our experience, business owners tend to approach growing their company as one long continuum from the day they open to the day they retire.

And, while growing the business may seem like a foregone conclusion for most entrepreneurs, they soon find out that the reality of growth is much more organic, much messier and far more likely to create new challenges that will stress the owner and his or her management team in ways they never imagined.

We often have the opportunity to see this firsthand as we help restorers grow their businesses by turning on their “marketing engine.” Even so, we are emphatic that “handling the new business will be harder than getting the new business.”

Given the fact that most restorers find growing their business in today’s market one of their biggest and most difficult challenges, they have a hard time accepting this statement. Perhaps they are so focused on having found a new way to grow that they figure that handling the growth will be a nice problem to have and they’ll figure that out as they go along.

This is a problem. They fail to realize there are distinct stages of growth, with different challenges, stressors and potential outcomes. Growing companies can greatly profit from advanced knowledge of the challenges they are likely to face at each step.

Facts of business

Before we get into these distinct stages, let’s look at some general truths about growing companies. The most important is that “growth increases complexity.” What most owners do when confronted with increased complexity is to throw people at the problem, meaning that they simply hire to add the necessary capacity.

But what is the real effect of this strategy? After all, the point of growing a business should be for the company to produce more net profit. If the increased gross profit — and therefore net profit — of a growing business is simply consumed in the salaries and related overhead expenses necessary to handle the growth, then all that a business owner has accomplished is to create a bigger, more complex set of headaches for the same net profit as before.

So, while some new labor resources may be required, the reality is that growth and its attendant complexity requires changes in the way the company operates — a new paradigm that requires new processes, systems and procedures and new ways of measuring and thinking about the business.

All of this requires a transition away from the old, comfortable, safe and yet moribund paradigm that got the business from Point A to Point B, but will not take the company from Point B to Point C, something that is likely to be extremely uncomfortable for the owner and many employees who simply may not be able to make the transition.

Another truth is that for companies to grow, the owners and management team will have to learn new skills to support that growth. Companies embarking on a growth strategy must consider how they will gain this education. There are several industry specific consultancies and programs that can help dramatically, but an intensive self-study program is highly recommended, starting with Peter Drucker’s “The Practice of Management.”

This new, more complex, more demanding paradigm will require not only a revision of all of the company’s processes but also a way of codifying those new processes and integrating them into “the way we do things around here.”

It will also require running the business “by the numbers,” and an owner and key managers must have job and overall profitability numbers in near real time in order to insure that margins are met. For this reason, growing restoration contractors simply must be looking at “enterprise” software solutions as the software backbone to support their growing companies.

There are many theories and models of small business growth, and one of the classic papers on this topic was published by Neil Churchill and Virginia Lewis in the Harvard Business Review. Understanding the stages of small business growth helps owners understand what to plan for, what changes there will be in the company’s structure, the owner’s responsibilities and focus and can serve as a way of diagnosing problems that arise.

This month, we will look at the first two stages of growth, and next month, the final three.

Stage 1: Existence

This is the start-up phase where the focus here is almost exclusively on getting enough business to start your business model.

Overhead costs will be, or should be, at a minimum because the owner will be performing most tasks personally with the help of a few employees of average skill. There will be few, if any, formal systems or planning processes as the business will be run largely “in the owner’s head.”

In the very beginning, the company’s very minimal requirements and nascent capabilities often allow the company to generate business relatively easily. This is especially the case if there is an existing business (such as a carpet cleaning operation) that can support the basic needs of the owner as he begins his foray into the brave new world of restoration.

The first crisis for a start-up will likely be managing cash flow. This is often the biggest problem and impediment to growth, causing owners to develop skills in accurate estimating, efficient management of company and sub-contractor labor so that jobs are profitable, negotiating with adjusters and policyholders for payment, understanding the impact of customer service on getting paid, etc.

This is an extremely demanding phase for any business, but perhaps even more so for restorers given the peaks and valleys nature of the workflow and the challenge of keeping a solid team on staff to do the work properly and profitably.

It is easy for restorers at this stage to want to move too fast in terms of growing their organization without putting into place the necessary systems, processes and procedures.

The people selected may be chosen more for industry familiarity and the “show up” factor (they just showed up on my doorstep — must be serendipity) than possessing the necessary management or other skills that the company will require to grow.

This can also be a time of really challenging stress for business owners, especially if they don’t have a carpet cleaning or other business to fall back on.

Stage 2: Survival

The good news here is that the company’s basic premise has proof of concept. The crisis is now one of generating a necessary profit as the company grows to the next step.

Owners are likely putting out fires on a daily basis and the toll of the start-up phase may have drained them of energy and financial resources.

If the business is growing, the problem becomes a very serious one — can the company generate enough cash flow to stay in business and add the necessary fixed expenses (equipment, trucks, technicians, first managerial position such as Project Manager) as well as maintain the current capital assets and replace them as they wear out?

Again, in the restoration industry this can be dramatically exacerbated by unforeseen circumstances like “The Winter That Wasn’t of 2011-2012″ where the expected work from frozen pipes, ice dams, etc., never materialized.

Keeping a talented crew together at this point to handle the peaks in the work is extremely challenging, and many companies at Stage 2 are unable to keep everyone working on a full-time basis. This creates a quality problem as well as massive training problems, as there can be a revolving door of technical talent.

The Project Manager at this stage is a key employee, and owners typically do everything possible to keep this person in place, often ignoring whether or not they have (or can develop) the necessary managerial qualities that will help the company grow.

At Stage 2, the company is still relatively simple; systems are still rudimentary at best, requiring the involvement of the owner in practically every decision. Planning will mostly revolve around cash flow forecasting and it is now critical that the company utilize a basic accounts receivable process to get paid as quickly as possible.

The crisis of cash flow at this stage also creates a dangerous potential pitfall for restorers. When a company is desperate for cash, it is easy for the emotional demands of running the business to spill over when negotiating payment with adjusters.

If Stage 2 companies manage their challenges effectively, they may grow to Stage 3. However, many Stage 2 companies do not meet these challenges and stay in a perpetual crisis where the owner wonders why he ever got into the restoration business in the first place. Given the boom and bust cycles of the industry, he may lurch onward from one fortuitous job to the next, hoping that the lean times in between doesn’t exceed his ability to cover payroll and stretch his suppliers.

Our experience is that many restorers can stay in this place for a long time — even 20 years — never doing what is necessary to understand and break free of Stage 2 and move on to Stage 3.

But if they are able to get past Stage 2… they will find Stage 3 quite interesting. Stay tuned for Part 2, Coming Soon!

Practicing What We Preach

As the first step in the consulting process that I use with our clients, I spend a full day at their facility conducting a marketing planning meeting. Since we practice what we preach, we recently spent the entire day putting BDA through that same on-site consulting process.

While the process really delivered some important information that will help us better serve our clients and continue to grow, part of the exercise was to better help us understand the process from our clients’ point of view.

At the beginning of our meeting I noticed the emotions that I had running through me. I was a bit nervous about a number of things. I was opening up my entire company, that I have put my heart and soul into, to the criticism of my employees. I was nervous about what it might take to accomplish my goals. I was even worried that perhaps I had overestimated what was possible and would have to rethink everything.

But, having done this with so many clients, I was comfortable that the outcome would be positive, and I would have a much improved understanding of our business, our current marketing situation and what would have to be accomplished to achieve our goals.

The day flew by (for me at least :-) ). And running through the processes I use with clients proved to be extremely valuable, especially with the insights of my team. It really impressed me how involved they are in our business and how much insight they have in areas that to some extent were blind spots for me.

I was really wiped out by the end of the day, but had a much clearer understanding of the true nature of the business and, even more importantly, that we could accomplish my goals and had a roadmap to follow.

While certain aspects of exactly how we will get there will be clarified in the final marketing plan, I now had a specific understanding of what activities were priorities in terms of accomplishing our goals and which were less important. I am using this understanding every day to better manage my team. It’s a great feeling to know that a decision and a task that we are completing today is moving us another step closer to our ultimate goals.



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