What Does Your Business Do?


By Anthony Hernandez


At this point in the business startup (or reinvention) process, you should be clear about your life’s mission. Your next step is to determine what goods and/or services your business should offer that will best contribute to that mission. Never forget that your business must exist to serve your needs, never the other way around. Far too many entrepreneurs trade the “oppression” of the 9-5 workday for the “freedom” of the 6-midnight at a job they can’t simply walk away from. You don’t want to be in that position.

Resist the temptation to offer too broad a spectrum, especially in the early stages. Focus on doing one thing extremely well instead of many mediocre things. I’m not saying you must only offer one product or service. You should, however, make sure that everything you offer falls into the same narrow range that will greatly simplify your marketing and management. Keep in mind that the actual things your business offers are almost afterthoughts compared to the many things that must occur for the business to remain open. For example, if you are opening a bakery, then the actual baking will be a very small part of keeping your doors open every day. Every variable you add to your offering mix ha s an exponential impact on management.

So you’ve determined that your business is the right one for you to be in and have settled on a suitably focused range of offerings. Now it’s time to look at the other businesses in your area that offer similar things to determine how your business will stand out from the competition. This process involves the following three steps:

First, get out a blank sheet of paper and a pen (I strongly recommend doing this by hand instead of on a word processor). On this sheet, list every conceivable benefit to customers of doing business with you. Don’t confuse benefits with features. What’s the difference? A feature is a “what” (a bell or whistle). A benefit is a “so what”, (what customers get from doing business with you). Be brazen! Hey, if you’re not your business’s loudest advocate, who will be?

Second, examine the competition. If you’re opening a traditional “brick and mortar” business (storefront or office), then take a good look at your local area. If you’re opening a virtual (online) business, then your search must be much wider (nationwide or even worldwide). Each of these businesses offers benefits, many of which duplicate yours. Find and eliminate these duplicates from your list, which will soon bear an almost painful number of scribbles and deletions. Fear not, because this is a good thing. In fact, it’s a very good thing.

Third, look at the remains of your once-proud list. If you did your job correctly, then most of your work will be obliterated. How can this be a good thing? Take a closer look and you’ll see a few things that you haven’t deleted. This is what sets your business apart. This is where you are going to hang your management, marketing, and planning hats. This is the foundation upon which your business will be built or rebuilt.

What about you? Now that you have the raw blueprint for your business in hand, you need to start thinking about your ideal life (the life you’d live if freed from all constraints) and life’s mission and start figuring out what your role in this business is going to be. How will you balance the three competing forces of forward-looking visionary and dreamer, present-day technician who actually does the work, and backward-looking manager who constantly tries to apply some logic and order to the whole endeavor? Chances are very strong that you are a technician, a very grounded live-for-the-moment person who loves doing whatever your business does (such as baking). I’ve lost count of the number of people who tell me “I’m a _______, not a businessperson!” The time to start defining your role in this business is right now. If you are in business or are thinking of starting a business and you have not read Michael Gerber’s The Emyth Revisited, then I urge you to run, not walk, to your nearest bookseller.

By now, we’re fairly far along in the process of defining your business and how it fits into and serves your needs. Notice that I haven’t talked about a business plan yet. Starting with a business plan makes the whole effort revolve around the business when it should revolve around you, then around your customers. Next week, we’ll start talking about how to make sure your business revolves around its customers. Stay tuned!

Anthony Hernandez is a Certified Guerrilla Marketing Association Business Coach with over 20 years of business and marketing experience. To learn more about Anthony and the services he provides, visit him on the web at Coach Anthony (http://www.coachanthony.com/index.htm) and The Enlightened Savage (http://www.theenlightenedsavage.com/). Anthony lives with his family in Ashland, Oregon.


More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Management Information:

Related Articles

Out of Control?
There are papers on the floor, across the desk and resting on the keyboard. Piles of files are all around.
Dont Get Caught With Your PR Down
Why risk the embarassment when with a little basic PR training, you as a business, non-profit or association manager can always be ready for battle?Never again will you fail to do something positive aboutthe behaviors of those important outside audiences ofyours that MOST affect your operation.Never again will you fail to create external stakeholder behavior change leading directly to achieving your managerial objectives.
Selective Job Cuts Often Benefits Firm More Than Broad Layoffs Over Long Term
It is difficult to pick up a newspaper or listen to a business news broadcast without being greeted with the announcement of another massive corporate layoff or cutback. The economy catches a chill and, as a result, the corporate world catches a profits "cold.
Setting Clearer Performance Expectations
The annual performance review.Stating this phrase guarantees some reaction for anyone who has ever had one, or had to give one as a supervisor or manager.
Innovation Management - Raw brainpower versus experience
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.
Rethinking the CEO-Chairman Split
Traditionally, in American businesses, the same person occupies the role of chairman of the board and chief executive officer, though this is gradually shifting to the European model. In most European, British, and Canadian businesses, the roles are usually split, in an effort to ensure better governance of the company, and in turn bring higher returns to investors.
Medical Malpractice: Three Myths That Cost Your Hospital Millions
What's the use?Nothing you do will hold down the cost of medical malpractice. It feels that way sometimes, doesn't it?Unfortunately, for many risk managers, that's not too far off the mark.
Is ISO 9001 2000 Right For My Business?
Firstly you should decide your own reasoning behind considering ISO 9001 2000 registration for your business.Is the number of registrations in your market sector increasing?Are your competitors seeking registration?Are your customers asking about registration?Are registrations increasing in your industry?Are your customers asking you to become registered?Have your group HQ asked you to gain registration?Do you want to reap the financial benefits of registration?Have the number of customer or consumer complaints increased?Preventable errors reoccur again and again?It is not possible to state exactly what benefits your organization will gain by having a formal quality system, primarily because each organisation is different.
Drafting an Employee Manual Sample Outline
One of the hardest things I had discovered running my company was drafting an Employee Manual. Also added to the stress was the fact that if you made a mistake someone could sue you and you might lose all your hard work and money that you had earned thru blood, sweat and tears as an entrepreneur.
Enable Continuous Improvement of IT Services through ITIL
One of the major benefits, if not THE benefit of process orientated approaches to managing your IT services and infrastructure is that it enables continuous improvement.This means that you are never totally satisfied with the current state of affairs and that you always want to improve your services.
You Cant Afford the Luxury of Disengaged Employees
In today's business environment with increases in staff reductions and rapidly changing roles and responsibilities, it is crucial that all of your team members be fully engaged in the tasks at hand. According to a Gallup survey, 350 billion dollars are lost each year in American companies due to disengaged employees.
The High Cost of Employee Turnover Among Project Managers
Imagine for a moment this scenario from a frustrated Senior Manager of a large pharmaceutical organization: "Our organization has experienced a large turnover among project managers in the past year. This creates problems providing ongoing quality and service to our stakeholders.
Solving the Problem Solving Problem
The meeting started like a hundred others before. There were five people sitting around the conference table, like they always did, trying to solve a problem that had popped up in the last few weeks.
How to Make the Best of it - Take Your Weather with You
I once worked in a place where there were three lines of words, placed just before employees went from backshop to front of shop. These said:-Smile!Remember - you represent your CompanyDelight your customers.
Problem-Solving Success Tip: Use Your Project Management Skills
Solving a big problem is a project: you're far more likely to solve it successfully if you treat it like one. That means you'll need to identify tasks, make and adjust assignments, and keep track of what is due when.
Train Me -- But Follow Through
My mechanic has me trained. When I take my car in for an oil change, he places a sticker in the upper left hand corner of my windshield to remind me what date and mileage I should have my next maintenance completed.
Success: A Wholistic Perspective
The world has always been mixed with the rich, the poor and the middle ground. Should we assume that if you make more and more money, that you are more and more successful? Perhaps not.
Innovation Management - how does the user benefit?
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation.
Five Reasons Why Leaders Fail to Create Successful Change
A bold title, don't you think? I mean, change is a complex thing, so to define five reasons seems to oversimplify the issue.Let me be clear.
Innovation Management: What Problem Is Being Solved?
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation.