DAVID WILSON
June 29, 2010 - 1:31PM
Even if you operate on the back of a broadband connection, you can still take on the big fish.
Statistics are a stark reminder of just how hard it is to keep a business afloat.
Forty-two per cent fail in the first four years, according to the Australian Bureau of Statistics. So, for a small business, competing with the big fish may seem like mission impossible.
But underdog status has its virtues. For one thing, fair go-fixated Aussies love underdogs. For another, in accordance with Hollywood scripts, upstarts do over-deliver - look no farther than the feats of New Zealand's world cup "All Whites" and Ghana's "Black Stars".
If you think that the two teams just got lucky, take a look at a selection of nitty-gritty tips on how to raise your game. Even if you run your business from a box room on the back of a broadband connection, with rigour and guile you could still make a splash, and become a "challenger brand".
So, read on, have a go. And never forget how lucky you are to be free from all those big company expenses: comfy office chairs, bonuses, pensions, plus - worst of all - salaries for staff who refuse to retire but effectively quit long ago.
How to punch above your weight: six secrets
1. Focus on focus
According to the director of new ventures incubator Pollenizer, Mick Liubinskas, to compete with big business you must tackle one area: the threat of dilution. In his view, the secret of building a business with heft is focus. A giant rival may beat you on scope, but, if you focus, it cannot match your ability to get things done.
Keep products simple. A lean and focused operation puts you in a position to thrive. According to Liubinskas, a plus of a focused approach is that you become easier to buy.
2. Come clean
Irrespective of any hopes you harbour about being bought out, resist the temptation to exaggerate your size. Be honest, says strategist Barry Maher, because Milly's Carpet Cleaning can be just as effective as a conglomerate claiming to be "agile, personal, friendly, service-oriented": classic small business traits. According to Maher, you can tackle whatever job comes up if you have a network of associates ready to act fast and flexibly address clients' needs.
Lower overheads help keep prices down.
3. Get a go-to guy
Forget about trying to generate mass publicity the way giants do.
Instead, Maher suggests, think local. Enlist the face of your firm to act as the neighbourhood go-to guy or gal for the press. Build local prominence on search engines and in social media.
4. Practise rapid reaction
However prominent you get, you must act fast. According to business coach Robert Gerrish, the ability to get on the case without bureaucratic obstruction is a key edge. Use it, Gerrish urges. Follow through. Do not let emails fester, as corporations do. "We can be responsive and we can be personal and jump on things that we feel are priorities," he says.
5. Express and experiment
Image now is about much more than clothes, Gerrish says, adding that your website must express your identity. Go for depth and integrity.
In the 'about us' section, where many businesses plonk stock shots of a spectrum of smiling models, describe your people and history. Be a "real" company instead of a big one, and innovate. Try new tools.
Gerrish highlights the presentational impact that an iPad can make.
6. Log off
Reduce your reliance on the internet. Instead of playing five or six rounds of email tennis, pick up the phone, Gerrish says. Suggest meeting for coffee, he adds, stressing the need to be touchy-feely, which banks have grasped. After focusing on online branding, banks are opening more strip shop branches, it seems. The reason: customers want old-school conversations - a good yak.
Source: theage.com.au
About a tenth of the £20 notes in circulation, worth a total of £30bn, will cease to be legal tender at midnight the day after tomorrow – Wednesday, June 30. But what about other banknotes in your wallet?
That stash of foreign currency stored up from your last European holiday might not be as safe as you thought. Not all euros are the same and some might be worth more than others.
Each euro banknote’s serial number tells you which country created it. Some could be worth more than others if the Greek crisis causes debt worries to drive a wedge between northern and southern countries in the eurozone.
Worries about sovereign states’ differing abilities to repay their debts prompted world leaders at the G20 Summit in Toronto to pledge they will half their national budget deficits by 2013. But translating words into action will be a more difficult challenge for some than others. For a few, the challenge could prove simply impossible.
Now rising fears about southern European countries’ financial stability mean it could pay to be able to read the code on your euro. SomeGermans are already insisting on holding on to euros issued in their own country and passing on those backed by southern states. They know from not too distant history what it feels like to be left holding worthless paper which used to be official currency.
While it may seem far-fetched to worry about the future of one of the world’s largest currencies, the wealthy speculator George Soros expressed doubts last week and several other commentators have done so earlier.
When I called the European Union Parliament and Commission press offices in London this morning to seek their comments , none was forthcoming. To be fair, there was some sort of a fuss about eggs going on and one of the people I spoke to promised to call me back. I’ll let you know if they do.
All euros are backed by the European Central Bank but the serial numbers prefixed with X may be regarded as most secure because they are issued by Germany. N is also a good prefix, because these come from Austria. P, L, U and Z prefixes may also be favoured because these are issued by the authorities in Holland, Finland, France and Belgium.
If you share widespread fears that the euro cannot last in its present form, you might want to avoid notes with the prefixes F, G, M, S, T or Y. These are issued by Malta, Cyprus, Portugal, Italy, Ireland and Greece.
Here and now, in a long-planned move to make life difficult for forgers, about 150m British £20 notes with a picture of Edward Elgar will be replaced as legal tender on Thursday, July 1, by notes with a picture of Adam Smith. When the change was first announced during the last Labour government, I noted how apt it was that Gordon Brown should replace a great English composer with a Scots tax collector – for that was Smith’s day job before he became an economist.
The transition will no doubt be smooth and the Bank of England says it will continue to honour all the notes it has issued.