In This Issue

Focus On The Future (And Past)

Let The Numbers Do The Work

Creating An Action Plan

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Focus On The Future (And The Past)

Happy New Year! If you're like most business people, you're planning for the new year by working on your budgets and marketing plans. And while it's important to focus on the future, it's equally as important to reflect on the history of your business and what has made it succeed so far.
 
Ask yourself: What is it that has distinguished my company from the competition? The answer to this question is called a Unique Selling Proposition, and it should be the foundation of everything you do in marketing. 

If you don't know why your clients choose your business over your competition, then simply ask them. Even if you think you know, ask them anyway because their answer may surprise you. 

Once you have identified what your unique selling proposition is, you'll know what direction to take with your marketing strategy and the image and identity that you try to create. For instance, if you are a builder and your clients come to you for your craftmanship, then that's what your marketing messages should convey, not that your price is low or that you complete jobs quickly (even if you offer those benefits as well). 

Solid Oak Consulting can help you work on your unique selling proposition. For more information, please contact me.

Let The Numbers Do The Work

In marketing, you have to get to the bottom line quickly, and oftentimes, the best way to convey the bottom line is by using data.

Once you know what your unique selling proposition is, try to think of some numbers related to that particular aspect that would entice people to come to your business. If your unique selling proposition is your price, then you should advertise, for example, that your price is 20 percent lower than anyone in town. If you are a personal trainer and people come to you to lose weight, then advertise how much weight your clients typically lose. 

Again, if you don't know which numbers to use, simply ask your existing clients what numbers matter most to them, and they will point you in the right direction.  

Creating An Action Plan

Over 30 years of business experience has shown me there are business basics which when mastered, result in success even for the small business start-up.

Solid Oak Consulting's Action Plan Program for business success is based on hard-won experience and research from many organizations including: the Institute for Independent Business, the Small Business Administration, Harvard Business School, the Stanford University Graduate School of Business, Inc. Magazine, the Economist, Dun and Bradstreet and the Coleman Entrepreneurial Center of De Paul University, among others.

The Action Plan Program begins with a comprehensive but rapid assessment of key functions and issues in the business. This assessment forms the basis for a set of action plans designed to focus effort and investment on the most critical areas for success.

One part of the Action Plan Program is a focus on repeatable processes. The technician worries about today. The manager worries about tomorrow. But an owner worries about a legacy - "What will happen when I'm gone?"

For more information on Solid Oak Consulting's Action Plan Program, click here.