Day: September 26, 2024

This post is the second in a series of articles about planning to scale a small business into a larger enterprise.

I am acutely aware of many budding entrepreneurs who failed to scale their prototype concept successfully.  Many were aspiring restaurant chain Executives.  I have had a few clients who failed to achieve their goals to build a larger company.   In every case, a skills deficit and lack of relevant experience contributed to their failure.   These entrepreneurs were competent small business managers but needed more capability to move to the next level.  They needed a clearer understanding of the requirements to build a large company and the mindset for long-term planning.  Some hired qualified Executives but did not give them the responsibility to perform.  As a result, their ‘hired guns’ did not stay as they could not abide the owner’s management style.  This post aims to provide insight to business owners without experience scaling a business.  It may be helpful to entrepreneurs with some experience who are looking to improve their growth and development.

One client engaged me to find a COO to facilitate their growth aspirations.  The owner knew that to build his company, he needed help from the executive level.  However, he failed to determine how his role would change.  He did not clarify the change of responsibilities or the lines of communication for the existing business.  As a result, the owner did not understand the desired role and responsibility expected of the COO.  Without a proper understanding of the role, any candidate they hired would probably lack the skills for success.

Entrepreneurs need an appreciation for their skills deficiency.  I mentioned this issue in my last post about development-related failures.  I have seen too many failures where the owners’ Ego prevented them from addressing their weaknesses.  They did not have the experience or management skills to scale a business.  Additionally, they needed to gain the skills to lead a growing concern.  More to the point, they could not acquire the necessary skills before their business failed.

If one needs prior experience building a larger enterprise, one should begin with a comprehensive self-assessment.  By ‘comprehensive,’ I recommend seeking input from others and using trusted diagnostic assessments.  You need clarity about your strengths and weaknesses to realize your dreams.  A good starting point is to complete a Personality Assessment.  Consider completing a Myers-Briggs Type Indicator, a Disc Assessment, or The Birkman Method; all are well-known and respected tools.  These diagnostics will help you understand your personality type, leadership strengths, and weaknesses.  You can compare your results to the profiles of successful business developers, guiding your development needs.   You can mitigate your weaknesses through personal development and hiring professionals whose strengths complement your weaknesses.  Consider forming a Board of Directors or an Advisory Board.  Remember, you will build from your strengths.

You will want to assess your business skill set and that of your team, I.e.  Sales and Marketing, Product Development, Accounting and Finance, Human Resources, etc.  Do you employ competent managers who have the capability to help you scale your business?

The business planning process can proceed when your self-assessment and personal development plan are complete.  I recommend a Professional Coach to help ensure your continued personal development.

Planning Overview

Set SMART Goals and Objectives for One, Three, and Five Years

(Specific, Measurable, Achievable, Relevant, and Time-Bound)

• • Establish Target customers, product(s), markets, technology
  • Evaluate and Strengthen Systems, Processes, Procedures
  • Determine Recruiting Needs (Probably need Outside Resources)
  • Determine Financing Needs, Long-term Capital, and internal cash flow
  • Establish Key Performance Indicators for Significant Metrics
  • Establish Annual Budget with Permanente based on results

Moving your small business to a bigger stage is a high-risk, high-reward proposition.  It isn’t much different for a large regional brand planning to go National or International.  However, the risk of failure may be more significant in the latter example.  For example, a common mistake for growing retail brands is a failure to effectively penetrate their home market.  In the retailing sector, penetration is leverage.  Penetration creates cost efficiency across Sales and Marketing, Purchasing and Logistics, and other General and Administrative Expenses.  Penetration equals competitive advantage.  The lack of optimal penetration will guarantee failure.  Often, one can trace the failure to scale by flawed assumptions and strategies established to guide growth.  Careful planning is the only way to mitigate risk and create a better opportunity for success.

Conclusion

Scaling a business requires careful planning.  Analysis drives planning.  Create and closely monitor Key Performance Indicators (KPIs) and adjust your activities accordingly.  Entrepreneurs should hire executives with experience scaling a business and respect their counsel.  Establish a process for Quarterly and Year-end Reviews to assess and revise the effectiveness of your Strategy and Objectives.  Perform Employee Performance Evaluations to ensure accountability for key staff members.  Establish Next Year’s Budget.  Rinse and repeat.

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

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