What Makes A Small Alaska Business Strong? Flexibility, Drive, Initiative... And, Being Genuinely "Local"
 |
| "Being Local" -- It's important. |
The Strength Of The Small Alaskan Business
Lessons From 2009...
Lessons From 2009...
"If Big Businesses Are Going Belly-Up,
What Chance Do I Have?"
Small businesses are often envious of larger businesses. They think big businesses have it made. After all, big companies have plenty of capital, a great reputation, lots
of staff, big marketing budgets...
So, when we turn on the news and see all these big companies collapsing -- laying off thousands of people, week after week, it scares the heck out of us -- the smaller businesses.
You think, "If all the big guys are going belly-up, what chance do I have? I'm just a little guy."
A Bad Economy Prunes Overblown Businesses
Like A Big Windstorm Prunes Trees
The truth is that a "bad" economy is kind of like a huge windstorm hitting a forest. In small windstorms, little trees bend all over the place. But big trees get through storms just fine. Yet, when you have a big windstorm, it's the large, inflexible trees that get uprooted.
The truth is that a "bad" economy is kind of like a huge windstorm hitting a forest. In small windstorms, little trees bend all over the place. But big trees get through storms just fine. Yet, when you have a big windstorm, it's the large, inflexible trees that get uprooted.
(This allows the little trees to grow up.)
To the extent that capitalism is allowed to function in a healthy way, the same thing happens in business. The huge companies with too many employees that aren't agile and can't adapt -- that can't bend and flex -- are going to go down, like big old trees. This will allow the smaller businesses to grow.
The Ability To Be Like A Small Company
Makes A Big Business Strong
Our current "bad" economy reveals some basic paradoxical truths:
Our current "bad" economy reveals some basic paradoxical truths:
A huge business is strong only to the extent that
it can act like a much smaller company.
A small business has flexibility, innovativeness, ability to change, productivity, pride in the product, employee loyalty, and one-on-one service. It's able to take every
single customer seriously. There's no such thing, in a small business, as too small a customer.
single customer seriously. There's no such thing, in a small business, as too small a customer.
When a large business behaves like that, it succeeds. Here's an example:
Take A Tip From McDonald's
Be As "Local" As You Possibly Can
McDonald's is a massive international company that is weathering the windstorm of current economics very well. Why? For one thing, it remains "local" wherever it is.
Be As "Local" As You Possibly Can
McDonald's is a massive international company that is weathering the windstorm of current economics very well. Why? For one thing, it remains "local" wherever it is.
For example, in Hawaii, the primary breakfast choice is Spam and rice. In New York, it's bagels. McDonald's is international -- yet local.
Being local (in our case, "Alaskan") comes easy to small Alaskan businesses. Travelers are looking for real Alaskan businesses. Take advantage of it. You can also consider creating some "Value Packages" that will attract customers just like McDonald's does.
There's Nothing Like A Real Person On The Line
When you call a big company, you're very likely to get a phone system. But, when somebody calls a small company, the actual person on the end of the line is often likely to be you, the boss. This can be annoying to you. (Especially when they're calling at 8 am Eastern and it's 4 am here.)
When you call a big company, you're very likely to get a phone system. But, when somebody calls a small company, the actual person on the end of the line is often likely to be you, the boss. This can be annoying to you. (Especially when they're calling at 8 am Eastern and it's 4 am here.)
But this is really the STRENGTH of a small business. When a real person answers the
phone,
2. It keeps you in touch with your customers.
If the CEO's of big companies -- like Wachovia, General Motors and Starbucks – actually answered their own phones once in a while, they would have known more about how their companies were actually doing and what their customers wanted.
Here's what an automated phone answering system says:
"You can't speak to a real person now. We're all too busy doing more important things than talking to somebody like you. How about pressing Zero and seeing if anything happens?"
To the extent that a big company can provide personalized service, it will survive. If it can't do this (because it's laid everybody off and can't answer the phones, for example), it's vulnerable.
The next time you answer the phone yourself, don't feel overwhelmed that you're the boss and you have other work to do -- just remember, THIS is what makes your small company solid -- this ability to provide personal service.
So What To Do When Times Are Tough?
Act Like A Small Business!
3. Be Local -- Be "Alaskan."
4. Talk To Your Customers to Find Out What They Want
& What They Like.
5. Then Be Creative. Use The Information You Find Out From Your Customers To Try Out New Products Or Fine-Tune Old Ones.
6. Provide Low Cost Options To Attract People.
7. Emphasize The Alaskan Flavor Of Your Product.
8. Take Your Small Customers Seriously.
9. Have Somebody Real Answer The Phone.
10.Take Yourself Seriously. Have Faith In Yourself As A Small Business. YOU are the backbone of the Alaskan economy.
Small strengths can make this your best year ever
Once they're in Alaska, let's get them in the door!