December 2012 PROUDLY BROUGHT TO YOU BY:
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About Smart Company Magazine: Web Site: www.smartcompany.co.nz Publisher Maxiom Group Pty Ltd 600 Lonsdale Street Melbourne Vic 3000 www.maxiom.com.au Editor Mark Matthews Digital Magazine Created By Maxiom www.maxiom.com.au Advertising Enquiries 1300 855 696 (within Australia) + 613 8199 3486 (International) advertising@maxiom.com.au Editorial, Media Releases & Article Submission magazine@maxiom.com.au
Welcome to the December Edition of Smart Company New Zealand’s Business Lifestyle Magazine Written by some of the most exciting business and marketing minds from New Zealand, Australia and around the world, Smart Company focuses on cutting edge business strategies that business owners can implement in their organisation today! Smart Company is a great resource as it provides guidance for business owners and managers to develop ideas and concepts from their peers, leading edge entrepreneurs and organisations. Boasting exceptionally high quality information, tips and advice, every issue is packed with fantastic value added content including videos and webinars. Best of all, it’s completely free and open to everyone!
A Quick W or d with Mike P r ice Thank you and welcome to the December edition of Smart Company, New Zealand’s business lifestyle magazine. We have put together another packed edition of Smart Company with contributions from some of New Zealand’s and Australia’s well known and respected business minds - plus selected international contributors. Smart Company contains special features, information, tips and advice on how to supercharge your business and your life. This month we look into why your values often determine your success, and focus on key areas of business such as sales & marketing, outsourcing, staff selection and franchising that enable business to grow and thrive. Smart businesses are thriving simply because they have focused on effective business systems, strategies and implementation, which is what Smart Company is all about. Systems, and strategies that make you and your business smarter. If you would like to learn more about Smart Company please visit our website at: www.smartcompany.co.nz
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What’s in this month’s Magazine? Regular Features Page 18:
Smart Business
Page 38:
Ask an Expert
Page 58:
Getting to Know You
Profiles Page 18:
Smart Business - Store-it
Page 38:
Ask an Expert - Mark Fernandez from BDA
Page 58:
Getting To Know You - Gene Stark
Special Features Page 6:
Why is Your Business The Obvious Choice?
Page 10:
5 Ways to Create More Value
Page 14:
The Art of Charging Higher Prices
Page 16:
How to Run Your Own Publicity Campaign in 5 Easy Lessons Lesson Five - Advice From a Journalist
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DECEMBER 2012
13 Trends for 2013
Special Features Page 22:
Going Global - What to Consider When Exporting Your Business
Page 26:
Seven Secrets of Inspiring Presenters
Page 28:
Forget About the Committee and Talk to “Someone�
Page 30:
Why do Great Brand Owners Tell us Branding is not Important?
Page 34:
How to Shorten the Sales Cycle
Page 36:
The Importance of Daring
Page 40:
How to Improve Your Performance in Life
Page 42:
13 Trends For 2013
Page 46:
Due Diligence You Must Do Before Entering Into Any Franchise Agreement
Page 50:
Managing Diversity is Good For Business
Page 52:
Employee Branding - How to Hire Employees That Fit Your Company Brand
Page 54:
How to Choose the Right Outsourcing Partner
Page 56:
6 Things to Outsource in Your Business
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Smart | BUSINESS
WHY IS YOUR BUSINESS THE OBVIOUS CHOICE? By Hamish Conway
M ost business find themselves competing for new customers. Here’s a question for you. Why is your business the obvious choice for a prospective customer? Now the answer I DO NOT want to hear is “we are the cheapest”. Price can be a reason (generally a lazy one), but research indicates price is number 5 on the list when it comes to reasons why people choose to buy from particular business.
My take on this is that a lot of the time, a prospect chooses on price because they are not provided with any other information or reasons as to why they should choose one company over another. They get 3 quotes and all they have is, “here’s what we’ll do and here is the price”. Your business can get an unfair advantage over your competition when you take a short amount of time to clearly communicate why prospects should choose you. How Do You Help The Prospect Win? It is important for you to get into the customers shoes when you write the reasons why. You need to translate for the prospect how
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a particular feature or fact of your Another example; business actually helps them win. That is all they are interested in. “We have been in business for 25 years”. Rewrite as; For example saying “We are available 24/7” is a feature or a 25 years in the pump and fact, but it requires the prospect irrigation business - This to join the dots as to how that means we have real perspective helps them win. of the industry trends and the big picture of your water needs and You can’t assume they will really can make sure you get the right know how it helps them win. solution. Here’s a better way to communicate it; An easy way to do this is to write the feature or fact and then say 24/7 servicing - This means if “this means”. After the “this something goes wrong, we are in means” you communicate how it your area, easily contactable 24 helps your prospect win. hours a day 7 days a week to come to your property to fix a If you just are not sure how you problem, so you can get back to help your prospects and clients your work fast. win, go and ask your existing customers this question; “What do you like most about doing
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business with us?” They will tell you and in fact you can even get a testimonial to put directly under the reason why that reinforces that point. Reasons may relate to service, quality product, your people, guarantees, results you deliver or other unique things you do or sell that help the prospect win. I believe you should have at least 5 reasons you can communicate. You can have a Headline to draw attention to the reasons why. For example; 5 Reasons Why Home Owners Choose to Use Velocity Financial Mortgage Brokers 8 Reasons Why Straight Flush Plumbing is the Best Choice for Your Bathroom Renovation For further examples email me at hamish.conway@whk.co.nz and I’ll send you 3 examples to short cut this process for you. Here’s 5 Reasons Why Communicating The Reasons Why Helps You Win 1. You can increase your prices- You can now communicate the value you provide so people understand why your
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prices are higher and they are happy to pay. 2. You will convert more lookers into buyers- If you are being considered against competitors who are only showing a price, but your proposal or quote also has reasons why you help the customer win and how you are different, you will win. Plus you’ll convert more because you’ve taken the time to think how you help the customer win and you will communicate this in person very convincingly. 3. You’ll retain existing
clients- Keep reminding your existing clients how you help them win. Send it with an invoice, communicate in newsletters, or at meetings. 4. You’ll have a better customer focused culture- If you stop and take the time to think like your customer and how you help them win, you will be more customer focused.
1. Communicate the reasons with the team and have them meet the promises you make to your customers and prospects. It holds you and the team to a higher standard. 2. You’ll have a greater appreciation for the value you do provideThis will increase your confidence because you know you are doing a great job and give you’ll be bold in increasing your prices and making more sales. Where to Communicate the Reasons Why 1. In One on One Conversations- As part of your sales conversations use them to communicate your value, how you are different and to disappear objections. 2. Proposals or Quotes Have a page of reasons with your proposal. Ideally before they get to the numbers. You’ll stand out.
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Smart | BUSINESS
3. Website - On the home Take the time to do this. page- that is what people want to see and it will give Just the other day I helped a you a chance they’ll look client do this in less than an hour. further on your site. Once you step into the shoes of 4. On the Wall - In a waiting the customer and think what is it that would resonate with them, room, at the entrance of your premises where your then this is far easier. customers can see it. Again email me at 5. In Marketing Materials - hamish.conway@whk.co.nz if Always be communicating you’d like to see some examples to help you create yours. this in any marketing materials you have form a business card, brochure, banner stands at a tradeshow, print media etc.
Hamish Conway Hamish Conway is a former EY Young Entrepreneur of the Year Award winner and Business Performance Consultant at WHK Business Performance. WHK Business Performance is a division of WHK (the fifth largest accounting and advisory firm in Australasia) where they help Ambitious Business Owners and
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This is a low cost way to increase your sales now and in the future. Essentially you are better communicating what you know to be true about why you are the obvious choice to your prospects or customers. Make it clear to them that you are the ‘Obvious Choice’.
Entrepreneurs Get Clarity, New Skills, Experts Guidance and Results! For more information, visit: www.businessperformance.co.nz or contact Hamish Conway on 04 384-4161 email: hamish.conway@whk.co.nz
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Smart | INVESTING
5 WAYS TO CREATE MORE VALUE By Tom Poland
● Want to sell more of your product or services at higher prices? ● Want to be seen as the leader in your industry regardless of your size or business experience? ● Then here are 5 tips for creating more value to achieve premium prices. Value exchanged for payment constitutes the most basic aspect of business. It’s why a business exists, how a business survives and why it continues to innovate.
problem with that approach alone blissfully go about creating happy is that it’s so easy to copy. customers and doing as promised, without stopping to A far better long-term approach measure what exactly our client is to do the things that make your realised from our product or brand worth more in the market. engagement. To be the one that people talk Value, however is not what the about most. The funny thing is, more often business says it is, it’s what the than not, they got more than we buyer says it is by their You do this by committing to promised and received value that willingness to purchase from one creating more value in the lives of far exceeded what we felt was a business over another and their your customers through tangible reasonable price. When you willingness to meet the price and intangible acts that allow you create some form of results asked by the seller. to build deeper relationships. review you can start to make real This is how you build value that assessments about value and Businesses that truly appreciate can’t be easily copied. This is communicate these results as this understand that one of their how you build a brand that proof over delivery. primary stategies is to increase attracts customers that expect to value in an attempt to sell more pay a premium. This is how you One of two things should happen at higher prices. create more value. when you get serious about measuring value: You’ll discover One way to increase value is to Measure you are not charging nearly stuff more features into your enough or you’ll discover your products and services in an effort The first way to create more clients are not getting nearly to make them seem better than value is to understand the value enough – either way you’ll have what others have to offer, but the you already deliver. So often, we the information to confidently
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readjust your business based on competitors, to share their views. value. This kind of thought leadership is Lead how you establish more value for your brand, but it’s also how you One of the most potent ways you build a community that wants to add value is to lead. Your clients be a part of something more dynamic than the typical me too are quite often looking for someone to offer them direction. players in your industry. Take a stand and declare a point of view about your industry that you consistently support and become a leading voice for your point of view. Don’t worry about pleasing everyone, leaders take a stand, welcome all points of view and defend what they believe – and that’s where the value is created. Create groups in social media for those that are attracted to your point of view. Write article, make presentations, blog and invite others, including your
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Teach If you’ve learned how to something well, one of the best things you can do for your own growth, and those that follow you, is to teach others how to do it well.
For example, if you sell plumbing supplies, but you’ve figured out how to get a lot of value from your Facebook page, take the time to teach your customers how to do the same. Bring in experts in every area of your customer’s life and make them available as part of what your brand stands for. Inspire
Many people draw inspiration from art and creativity. One of the best ways to inspire and differentiate your business is by investing in and caring about This idea certainly applies to the great design. natural elements of your business offerings, but where the real Spend the time, effort, magic happens is when you thoughtfulness and, yes, money expand this concept beyond what to get design that inspires. anyone would logically expect from your business.
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Smart | INVESTING
This is a tricky one because design that inspires is so relative, but know this, great design in your marketing materials, websites, products, packaging, even your invoices, is one of the easiest ways to stand out and differentiate your business.
I know that seems pretty obvious, but we rarely do it.
It is an investment that will return many times over.
When you sit with someone and ask them something meaningful about their life, you shut off your phone, look into their eyes and really focus on and care about what they are telling you – you add value. Nobody listens much anymore and people know when they are being heard.
It’s hard sometimes to convince people that design adds value, but all you need do is look around at most industry leaders in every category to find examples where great design is the leading difference.
Invest in the tools that allow you to monitor everything your customers are saying publicly in social media and invest the time to ask them what they need in face-to-face settings. Tom Poland Tom Poland is the founder of the Business Owners’ Marketing Brief (the B.O.M.B.), the must read marketing publication for all business owners and entrepreneurs. Tom is a serial entrepreneur and the founder and director of 80-20 Center and shows business owners and business coaches how to “get more clients, make more money and have more fun”.
Doing this in the manner I’ve just Listen described is harder than it sounds, but it’s how you fill your relationships with confidence and I’ll end with another not so intuitive way to add value – listen that’s a kind of value that people www.8020Center.com cherish most. to what you customers care Email. Tom@8020center.com about.
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Smart | MARKETI NG
THE ART OF CHARGING HIGHER PRICES By Richard Petrie
Q: How do you make more money over night? A: Increase your prices. Research tells us that 15-20% of buyers in any market will always go for the premium option and about 10-20% will always go for the cheapest option. That means at least 80% of the market does not use lowest price as their #1 buying criteria. Yet most businesses sell as if price is the ONLY factor. Don’t believe me here are some examples to make my point. Let’s say you have a brain tumour; do you tell your personal assistant to look for the cheapest brain surgeon in the yellow pages? No Let’s say you are in court facing charges for mass murder. Do you look to see who is offering a 20% Christmas sale on legal fees? No Ok I know what you are thinking these are extreme examples he is choosing. OK smarty pants then how about the clothes you are wearing right now. Are you wearing the cheapest shirt, skirt, shoes, jacket you could have found?
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No you bought stuff that makes you feel good right? You paid more than the cheapest alternative to feel good.
to happier clients and more referrals, and more profits.
More profits means you can invest more to win new clients, Then if you don’t buy on price means you can grow faster and maybe neither does most others. get rich. And means you can outsource the delivery and spend The research is always the same more time on the beach. and hardly hidden and yet dumb marketers or business owners Here are 10 ways to increases will compete on price like a prices with little or no Lemming jumping off a cliff. This resistance is because they know no other way. 1. Increase your prices (80% do NOT buy on price as Sack them as your advisor, even their #1 criteria so higher if it is you. prices often do not have an impact on sales). But get this… the competition at the premium end is nowhere 2. Add a premium option near as intense as at the (offer them a ‘first class’. discount end of the market. MacDonald’s know that 30% will naturally take the While the Lemmings are slitting up sell option) each other’s throat in an attempt to win the worst clients in the 3. Change WHO you sell to market, the bottom feeding 15(Identify a new niche with 20% you can be servicing the more money and a bigger rich end. problem who will value your service) Bigger margins means you can provide a better service. Better 4. Create a guarantee service means clients get a (remove their perceived better result or experience. A risk but charge a little better result or experience leads extra)
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1. Bundle up a solution (Sell 'em 5 batteries when they only want one, MacDonald’s have Happy Meals because they don’t want to sell just a cheese burger to an eight year old) 2. Educate for the true value of the service (They don’t understand how much you do or how good your option is compared to getting a cheaper version, that’s not their fault it's yours. Sell the output NOT the input) 3. Charge for what was previously free (change a quote to end 'Requirements Analysis') 4. Continuity (put people onto a monthly plan rather than an upfront - Skye vs Freeview) 5. Cross Sell (Sell someone else’s stuff and take a cut) 6. Add bonuses (use other peoples offerings as bonuses) In my local paper the DomPost yesterday there is an article titled 'It's a decadent dog life at Waglands' where Ben Adams and Arlene Hawkyard set up
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'Waglands Dogs' Grooming And Rather than selling a dog kennel Holiday Retreat'. service try selling the equivalent of a ‘Grooming And Holiday The article describes a 'luxury 5 Retreat'. star experience with heated pads during winter, gourmet food, sand 1. Create a service aligned pits and special areas for to what exactly what the afternoon naps are available’. big spenders want. Despite being premium priced end of the scale Waglands have Stop trying to be all things to all had to turn away 300 dogs for the people. There are some people Christmas period and were who like John Wayne and others booked out months ago. who like Boy George but creating a service that appeals to both is They are using strategies #1 #2 going to make you poor. #3 and probably 3-4 others. This selling at higher prices stuff works but you cannot serve up the same slop as everyone else. When looking to sell at higher prices here are some important keys 1. It is best to break the old industry norms of what gets delivered - because the traditional way of delivering the ‘standard’ service triggers traditional price expectations. When no one else is offering heated pads or gourmet food then it is hard compare against anything else comparable. 2. Create a service something new more aligned to an outcome than the process.
Richard Petrie Richard is author of the book the Persuasion Equation, writes on his web site www.speedmarketing.co.nz and develops research backed sales processes to increase conversion. If you have a question, comment or want to reach Richard he is available at Richard@speedmarketing.co.nz
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HOW TO RUN YOUR OWN PUBLICITY CAMPAIGN - ADVICE FROM A JOURNALIST By Jules Brooke
LESSON 5 Dealing With Journalists Selina Gordevich, Associate Editor at Modern Home magazine has been very generous and provided us with some advice about pitching to the media.
journalists are constantly moving For every product, collection, around publications and range, service etc. journalist’s companies. want the following info: product/style name, info about To this day, I’m still getting calls said product, RRP, stockist and emails about the sections I details (website and general used to write at the Sydney phone number) and high res Morning Herald - I haven’t images or thumbnail images. worked there for over 2 years now. Be quick.
For any fashion, accessory or home wares business it can be a good idea to have quality When you send emails, always images to show-off and present take the time to find out the writer your product or service. / journalist / editor’s correct name spelling. It may cost a bit, but it’s worth hiring a professional I am constantly receiving replies photographer to shoot your to my call-outs and general products in a lifestyle setting, emails (which all clearly include particularly if you have a my signature at the bottom and permanent collection - the my name mentioned twice) photos can be used for years to which are addressed to ‘Selena’ come and can be also used on or ‘Seline’ - I often delete these your website, in brochures etc. emails without reading. Also, most magazines these If you’re looking to approach a days prefer photos of products to certain magazine, it doesn’t hurt be supplied as deadlines don’t to look up the magazine website often permit for studio shoots to or buy the latest issue to see be organised in time. who the section editor or on-staff writers are, particularly because Here is Selina’s advice:
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If you receive an email asking for more information or RRP’s etc. reply ASAP - journos will move on to the next thing straight away if left waiting too long, we don’t have time to chase for information. Be polite. Even a two sentence blurb on your product, service or business is a big deal, particularly in large magazines and newspapers. Always say thank you - I was contacted by a lovely lady who owns a small organising business, I included one of her products and as a thank you she sent another one of her products with a note reading ‘thanks for including ________. I hope you
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YOUR TOP SECRET MARKETING WEAPON THE MONTHLY MAGAZINE FROM THE BUSINESS OWNERS MARKETING BRIEF
enjoy this _____ which is from my latest range’ - the clever tactic meant she said thank you with another product from her business, as she knew there would be a possibility of further editorial on the new product. Listen and read.
Don’t take it personally. If you don’t hear back from a journalist straight away or they’re abrupt to you on the phone, don’t take it to heart - journalists are a naturally grumpy group with a high stress level due to tight deadlines and constant requests.
SMART B.O.M.B.
When you talk to journalists, listen carefully and write down anything if you feel you may forget it, same with emails. Read emails thoroughly before you reply back, the answer to your question may be in the email and you may have accidently overlooked it. I always get replies to my callouts asking for the deadline and the publication date of the issue which is clearly written at the top of every call-out email I send. Same with phone calls - just two minutes ago I was asked about the on-sale date of the next issue, which I gave, only to be asked 10 seconds later ‘what was the on-sale date again?’
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Smart | C OMPANY FEATURE
SMART BUSINESS: STORE-IT After immigrating to New Zealand in 1998, Mike Price thought he’d invest in some property and ended up in the storage business. We talk to Mike about why he started Store-it how his business has grown to become recognised as a leader in it’s field in Australasia. 1. What inspired you to start Store-it?
2. What are your goals?
5. What types of customers do you help?
Open additional Store-it Clients who have a short or long In 2002 I was talking to a builder facilities in Wellington, New Zealand and ultimately Australia. term storage dilemma and need who had constructed some an easily accessible, secure, garage style storage units for a clean, dry, flexible storage Wellington client. 3. What are your values? solution. With an interest in property Respect – others first 6. What experience do you investment, renovation and Integrity – we do what we say development, I hadn’t envisaged have helping small business Camaraderie/ Teamwork owning a storage business. customers? together we achieve more However, I was shown a Service Excellence – a better We have a range of small warehouse in Ngauranga that business clients including, way everyday had been vacant for 18 months retailers, sales reps, tradesmen Make It Happen – can do, will including builders, plumbers and and the conversation with the builder was timely and became do! electricians, home business, the trigger to further explore what wine distributors, lawyers, I saw as real potential for a new 4. What was the driving force accountants and land surveyors behind your decision to way in secure self-storage in to name a few. specialise in the self-storage Wellington. sector? These clients store excess office In 2002, as part of my research, I furniture, equipment and visited several storage I started with residential property documents allowing them to companies and was interested investment but since starting in create space and grow their with what I saw in terms of self storage I’ve further businesses. facilities and customer expanded into industrial, office service. The three main issues and car parking property 7. Do you service other were Dampness, Security and investments, but my heart lies sectors as well? Access. Rodents and with self storage. It’s more Cleanliness were two other engaging, rewarding and there We also service Government, issues. is more people contact. corporate, not for profit and residential clients including Knowing I could provide a better We are now re-focusing the students. service, I embarked on business towards expanding our developing and launching Store- self storage interests, with the it to overcome the issues I found launch of our second facility in within the storage industry. March this year.
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8. What are the main reasons that someone would choose Store-it for their self-storage needs?
It's not just a guarantee, it's my promise to you!
space available to you, how to best wrap and package your possessions, down to helping 9. What process, services and you choose the moving company that best suits your needs and support do your clients everything in between we can Store-it’s - 7+1 Better than Risk receive? assist you. Free, Take-It-To-The-Bank Guarantee ( DRAFT) My team teases that we have My team works hard to provide processes for processes; Security – Fort Knox essentially we’ve got a process clients with a great storage experience – see our humbling guarantee for everything to ensure our clients get consistent service, no Google reviews Access – “Mum I need my matter who they deal with. teddy”, 365 days guarantee 10. What challenges did you We are the experts in providing face in setting up your Dryness – Dryzabone business? safe and secure storage. We guarantee have a wealth of knowledge Spotlessly Clean – I’ll eat Starting a business with very little within our team to ensure our my dinner off the floor capital and the banks thinking clients have a great storage guarantee we were too much of a risk was experience. Size promise – The perfect our biggest challenge. The next fit guarantee For advice on how to pack your biggest challenge was leading a storage unit to maximise the team, which I hadn’t done before. Price – We won’t be beat guarantee Service – If you don’t love us guarantee +1 bonus guarantee – I’ll take all the risk, Money back guarantee At Store-it™ your complete satisfaction with both our service and storage is 100% guaranteed. Simply put, when you choose Store-it™ to solve your storage problem, you can’t lose. 24 | Modern Franchise Magazine maxiom
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Smart | C OMPANY FEATURE
SMART BUSINESS: CONTINUED…..
11. Tell us about some of the expectations that you had.
in Facility of the Year 2008 category, Runner up in the Manager of the Year 2006 Our aim was to provide the best category, Finalist in Facility of the Year 2005 category, Runner storage operation and up in the Expansion of the Year experience in Wellington. 2005 category 12. Have they been met? 13. What types of services do you offer? Exceeded – Store-it is NZ’s most awarded self storage facility. Store-it was judged the Self storage with care, including personal storage, business Facility of the Year 2006 at the storage, wine storage, car Self Storage Association of Australasia (SSAA) Awards in storage, boat storage and we sell a range of packaging Surfers Paradise. supplies. Store-it was selected from We also offer a free truck hire or approximately 1200 storage free truck hire and driver service facilities in Australia and New Zealand, and the award is open or free trailer use on move in. to any facility, regardless of 14. Do you provide services location, age or size. nationally? The SSAA Awards are judged across a number of criteria Not currently, we have 2 including facility location, market facilities. One in Wellington and size, presentation, access, the other in Lower Hutt business performance and occupancy, management style, 15. Do you have any plans for marketing strategies, overseas expansion? promotional material and a ‘mystery shopper’ component. Yes - Ultimately; Additional Awards have included: Winner Manager of the Year 2011 category. Finalist
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home in the first instance, but it depends on the opportunity. 16. What would you say to someone looking for a storage facility and what advice would you give them? One thing you need to know is that not all storage facilities are created equal. The storage facilities purpose is to make your storage experience easy, stress free and to provide you with peace of mind. To ensure that they are use a Self storage facility 7 point checklist, which should cover
1. Security 2. Dryness 3. Access 4. Rodent control 5. Insurance 6. Location of the storage units and style of the facility 7. Professional Membership
For more details go to The definitive consumers guide to I’ve recently been to Singapore, choosing a storage company to have a look at the market opportunities, but I’ve decided I prefer to do something closer to
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Advertising Tailored To Your Requirements
A great way to be seen! How else will your Potential Clients Find You?
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Smart | EXPORTI NG
GOING GLOBAL - WHAT TO CONSIDER WHEN EXPORTING YOUR BUSINESS. With Marjane Beaugeois
With conditions in certain segments of the economy still challenging for business growth, some enterprising local companies are spending their marketing dollars on growing their business overseas.
“This makes good sense” says international export consultant Marjane Beaugeois.
What you Must Know About Developing Your Business Internationally
But taking the opportunity of a larger customer base doesn’t need to be a guess work!
With the Kiwi and Australian dollars at an all time high against most foreign currencies local businesses now get more bang for their marketing buck by carefully targeting overseas expansion opportunities.
1 Assess your potential
Assessing your ability to export your business is a start and along with good preparation is primordial as the success in exporting requires a lasting presence in the markets.
Your business should not necessarily be restricted to your domestic market. There are many more customers for your goods and services or technology or even your “The conditions for exporting intellectual property. particularly services or While this is true there are many technology businesses has never challenges to operating away been more favourable to New from a familiar environment. Zealand and Australian companies,” Says Marjane. The decision of entering foreign markets implies a long-haul “There are a number of things commitment with financial and you should consider before operational consequences and embarking on an overseas is likely to impact the course of growth plan.” adds Marjane. your business, for the better we all hope!
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The export diagnosis questionnaire is a tool to explore the strengths and weaknesses of your business through a simple checklist and helps evaluate your readiness for developing internationally. Download your complimentary self-assessment checklist from www.mariebexportlink.com
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Choose carefully your target markets
Other markets with the high potential for growth
another even within the same region.
Exporting your business may be a strategic decision or it may simply be a solution for selling more and selling fast a surplus production or seasonal stock or even an opportunistic move, taking advantage of an enquiry for your goods or services in which case, beyond the initial phase, there is still a need for adopting a more diligent approach in selecting the markets in which you would like to do business.
You would consider these markets if your company is specialised in niche technology or your domestic market is too narrow for a fair return on investment or may require fast, seasonal, higher volume sales.
Visit relevant international fairs, go on a discovery tour of the country joining, why not, business and leisure, find out about supply chains and the market players in your industry, identify your competitors, seek advice from government bodies and chambers of commerce and industries and seek assistance from international market specialists.
Selecting similar markets You would select these markets for their fairly familiar business environment.
In such scenarios, markets with high level of similarities do not always offer the best business opportunities. It makes sense to identify countries that have greater potential for growth. Needless to say that these markets are likely to be riskier and require stronger commitment
They are limited in number and are usually safer but are likely to Know your markets be mature, stagnating markets in which, you are likely to encounter Regardless, of what market you a similar level of competition. would choose, it is essential that you familiarise yourself with the For New Zealand companies target country. Australia is a good example. Business ethics and culture vary hugely from one country to
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An inexpensive method is the DIY planning for export, using readily available international communication tools such as Internet. That is if you know where to start and what to do. Conducting a comprehensive market research by specialised organisations may be useful to larger businesses with dedicated financial resources. By targeting the country, the right entry strategy and the adequate consumer segments you can decide where to allocate the resources.
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Smart | EXPORTI NG
THE “MUST READ� MAGAZINE FOR ALL BUSINESS LEADERS & ENTREPRENEURS
MODERN LEADERSHIP MAGAZINE
However, there is a good chance that you would not make full use of the statistical tools, economic data and graphs and illustrations of such comprehensive research. This type of research is expensive and the cost is not always justified for smaller players. For all but the largest companies better value might lye in B2B professional solutions of specialised advice and accompaniment. In fact, being assisted in international negotiations, handling of international sales and commercial contracts, selecting reliable representatives, area managers or partners, distributors or sales agents are important to make sure that your brand, image and reputation are not damaged and to minimise the risk and the cost of doing business in a foreign environment.
Marjane Beaugeois Marjane Beaugeois is the principal of Marie.b.exportlink experts in international business development and global marketing. Marjane has held international sales management positions within leading multinationals in Western and Northern Europe and the Middle East. She has degrees in Science and International Business and a Masters in Commercial Project Management. Marjane is based in Melbourne, Australia. For more information email Marjane at Marjane@mariebexportlink.com
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Smart | LEAD ERSHI P
THE SEVEN SECRETS OF INSPIRING PRESENTERS By Gabrielle Dolan
We do a lot of work in the corporate world and we see a lot of ‘OK’ and ‘good’ presenters. What we do not see is a lot of ‘inspiring’ presenters. This is not about inspiring people to jump up in the air and pumping their fists or crying, it is inspiring people to act. So in this article we want to reveal the seven secrets of inspiring presenters. The first secret is the mindset inspiring presenters bring to every presentation, every time. Inspiring presenters do not see presenting as a chore, as an annoying add-on to their real job.
time of day is it? The inspiring presenter walks in the audience’s shoes every time, to set the presentation up for success. I remember once I attended a 7:30 breakfast They understand that if you have presentation where the CEO of They see every presentation as more than three key messages Carmen's Muesli, Carolyn an opportunity to sell themselves then the likely hood is that people Creswell was presenting. Like all and to sell their company. They will remember none of them, so early morning events, I often think understand, every time they they stick to no more than three “this better be worth the extra present people are making messages. early morning”. As Creswell judgements on their leadership came to the stage the first thing abilities. So they embrace every The third secret is that they fully she said was "When the alarm presenting opportunity as an consider their audience, such as, went off this morning I thought opportunity to increase their who they are, what will they be this breakfast seminar better be leadership presence and their thinking, what will be their good. And then I thought Shit I personal brand. They understand concerns. When considering better be good!" The audience the tremendous opportunity their audience they also consider laughed and connected with her presenting presents them and the context of the presentation. straight away. they therefore invest a lot of time in excelling in it. Such as, will people be standing, The fourth secret is that they will drinks or food be served, will understand the various modes of it be compulsory to attend, what delivery in getting their message
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The second secret is, inspiring presenters are very clear on the purpose of their presentation and have prioritised their key messages to no more than three.
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across. Modes can be as simple Their sixth secret is that if they as asking a question, or getting have to use PowerPoint or any the audience to work in pairs. other presentation software they know how to do it properly. Any Variety is the key here. They also presentation software is an understand why you would use ancillary, a support act to the each mode of delivery and what presenter and the audience. you need to take into account for each mode. For example they And their final secret is that know that using a story requires inspiring presenters practice, a lot of preparation to ensure it practice and practice some will achieve its desired result. more. But, they practice in their own style so they remain true to They also know that you would who they are. The end result is use a story when you want always an authentic presentation. people to fully understand, remember and care about your If you were in business in the messages. 90’s you probably attended far too many presentation They know that some modes workshops that focused on comes with a certain amount of delivery. “Stand here, use the risk, but the risk is worth the stage, make eye contact”. This return. People walk away cookie cutter approach inspired. produced a generation of business people presenting the The fifth secret is that inspiring same way with little focus on their presenters understand people own style and the content. need to connect with them first, before they can connect to their So the challenge for leaders message. today, is just not to present information, but rather to inspire They understand how people into action, using these this connection and trust can be seven secrets. fast tracked by an appropriate personal story or sometimes just So take on the challenge and by some appropriate humour. unleash the inspiring presenter Similar to what Carolyn Creswell within you. did.
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Gabrielle Dolan Gabrielle Dolan is an expert in communication and thought leader in storytelling. She is co-author of ‘Eliminate Death By PowerPoint’ and codirector of One Thousand & One, which run public and inhouse workshops on Making Good Presenters, Inspiring! To contact Gabrielle or for more information and workshop details, go to: Web Site: www.onethousandandone.com. au
Twitter: http://twitter.com/onethousan dand1
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Smart | MARKETI NG
FORGET THE COMMITTEE AND TALK TO “SOMEONE” By Michel Hogan
If I see one more industry babble, jargonistic “positioning” statement crafted to “speak to our audience” I think I might just have to shred my thesaurus in protest. Last time I looked, your audience was probably comprised of people. And chances are most of those people speak, write and read English (among other languages but we will deal with the whole multi-cultural consideration issue another time). Now using the English language requires a bit more than just stringing random words together in the vague hope that they will mean something to someone.
exercise you go through is most likely to fail. But back to the mistakes.
Appeal to everyone
Apart from the obvious fact that this is impossible to do, Positioning by committee “everyone” are not your customers, they are not your You want to create ownership of employees or other the statement, make sure that all stakeholders. “Everyone” don’t care about who you are and what the relevant people have an you are selling. “Someone” does. opportunity for input. Okay fair enough, but that doesn’t require So that is who you should be talking to – your “someones”. Do them to be part of the entire you know who they are? What process, and certainly doesn’t mean that they need to have sign they care about? Why they might care about who you are? No – off. The process that usually then find out. Yes – then talk to generates these “statements” (I A general rule of thumb is the THEM and don’t worry about use the term loosely), is often a more people involved in the final “everyone”. committee (first mistake), it tries decision the more watered down to appeal to everyone (second and devoid of personality and Try not to offend mistake) and doesn’t want to oomph the statement will be. By offend anyone (third and biggest all means, ask for input and We have all heard the statement mistake). opinions, consider them, keep – “if you aren’t upsetting what will work and discard what someone you aren’t doing it Let’s work through them with the won’t. Then craft something that right” (or something to that starting caveat that unless you makes sense. effect). I am not saying you have a good sense of who you should go out of your way to be are – what you stand for and are offensive. But the thing is if you willing to defend any “positioning” 28 | Smart Company Magazine
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take a stand, draw a line in the sand with your position and are willing to defend it to and against others, then you will upset someone. It’s okay. Revel in it, be happy that you have passion enough about your business to risk the wrath of others. It’s a good thing.
results for all…” or something along those lines.
There are plenty of articles, books, papers, blogs and the like out there that will tell you how to go about writing your positioning. There are even websites that will generate one for you (all in good fun).
“It’s like this, when things go wrong, we keep looking until we figure out why it happened.”
During a workshop to discuss their positioning I kept asking, so “what do you do and why do you do it?” In total frustration at my repeated questions one of the engineers finally said:
Thank you. Finally a sentence that not only told me what they did (look for answers when things go wrong), but also why Often what these resources fail they did it (because not giving up to tell you is that the most until they found those answers important thing is to be authentic. was the most important thing). One of my favourite stories about AND, did it in normal, nonwhy this matters was when I was jargonistic language. working with a group of forensic engineers. Their positioning was So, next time you are trying to unintelligible goobly de gook. come up with a positioning statement, throw out the “Optimise the outcomes of major committee, stop trying to speak events to generate successful to everyone, be happy if you
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upset a few people and most importantly – just say it. You might be surprised by the results.
Michel Hogan Michel Hogan is an Independent Brand Advocate dedicated to helping organisations make promises they can keep and keep the promises they make - with a strong, resilient organisation as the result. She also publishes a blog at michelhogan. com. You can follow Michel on Twitter @michelhogan.
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Smart | MARKETI NG
WHY DO GREAT BRAND OWNERS TELL US THAT BRANDING IS NOT IMPORTANT By Gene Stark
AND THE SEVEN NOT SO SECRET RULES FOR SUCCESS IN BUSINESS Simply because they have got It’s in the My Business Magazine their definition of what branding is July 2012 edition, that reviews completely wrong. Mark Bouris’s (the founder of Wizard home loans and They have pursued brand building subsequently Yellow Brick Road and developed great brands, but as well as the boss in the they just don’t call the process by Australian version of The its correct name like brand Apprentice) speech and advice development. to the SME business owners given in May 2012. Why is this important you ask? Because then business What gets under this marketing owners will find it so much easier consultant’s skin is that SME to find the right information and business owners are still looking educate themselves on the stuff for and hoping for a silver bullet, a that can make or break their magic pill to fix all of their business - marketing! problems. Here’s a case in point. I’m reading yet another “Secrets to Business Success” article aimed at small business owners.
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So what are the secrets and advice given by one of Australia’s leading entrepreneurs especially to the SME sector? To be fair in today’s live presentation, that I had the privilege of attending in Melbourne, Mark Bouris, a great and inspirational speaker, states that there are no secrets, but it makes for a great headline that publishers love and readers can’t get enough of - something for all entrepreneurs to keep in mind when trying to generate their own publicity. Before I provide a summary of Mark’s speech from My Business magazine, I have to get
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passionate, or in Mark’s words “fight” for what I know to be true the fact that he has inadvertently stuffed up his definition of Marketing and Branding! As a marketing consultant, I’m amazed that someone like Mark Bouris, can in the same sentence say that “…you’ve got to have something that’s unique. It’s not about marketing and branding; these three things are really important: the idea or concept, how hard you can work and are you more skilled in your area or is your product better?” The actual word brand is all about being unique. Branding IS differentiation. Branding is already the most misunderstood word in the business language, so having someone who is a brilliant and successful entrepreneur and marketer, someone who has the influence and mass media exposure, muddy the waters, is only contributing to the confusion faced by SMEs!
Branding is what people think and feel about when they experience your product or service. Like most business owners Mr Bouris’s definition and use of “marketing and branding” is completely wrong, in fact the 3 things he refers to ARE what marketing and branding is all about! Marketing is simply about satisfying needs not selling or promoting which is just how most business owners use these terms.
A self-confessed workaholic Mr Bouris concedes that his work habits have cost him two marriages (and a fortune in divorce settlements) and advocates that hard work is the key to being better than your competitors through ongoing improvement. Although I agree that there is no escaping hard work, unless you enjoy it you simply will not be able to do it day in day out, and this is certainly no secret.
In the words of Peter Drucker, businesses about two things and The real secret should be to work two things only; marketing and smarter not harder and focus on innovation. the things that will make the greatest contribution to business. Now to summarise the rest of the inspirational article. And it is this focus that is so damn hard to achieve for most of 1. Understand why you’re in us, with emails and calls, and business. more distractions than ever before. ● Working for yourself? ● Being successful? ● Helping people? Ultimately the question is about what drives you, what gets you out of bed in the morning?
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2. Sheer hard work.
3. Understand what business you are really in. This is a critical way to examine your business. Is Yellow Brick Road in the financial advice
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business or the mortgage business?
5. Having the right culture is critical.
No, that’s how they execute the actual business. Their actual business is helping people achieve their dreams and hopes.
Without a team that is able to have fun together, take risks and stay together through good times and bad, there is no business.
It’s the old ‘sell benefits not features’. To paraphrase Max Factor, who when asked what businesses he was is, replied by pointing to the factory and said “…in there we make creams and powders and then pointed to the street and said out there we sell hope to women.”
6. Failures are successes too because they provide an opportunity to learn and adjust your course of action.
4. Be involved in an environment that’s a rising tide. In other words go where the demand is, don’t try to generate it, as that’s not only to hard but also too expensive. Inventing something new and then trying to sell it to everyone is extremely hard to do.
7. Having the right business partner, someone you can share highs and lows with, someone to bounce ideas off and to make decisions together with is critical. I would add that having clearly defined roles will also make a partnership much more effective with each partner being in charge of a separate area will minimize disagreements
Gene Stark Gene Stark - is the co-founder of The Marketing Network, an SME Branding & Marketing Agency that brings together every marketing discipline, providing convenient and affordable solutions for their clients - professional services and B2B firms that need to find, attract and retain customers. email: gene.stark @themarketingnetwork.com.au LinkedIn: http://au.linkedin.com/ In/genestark Twitter: @starkreality4u Website: www.themarketing network.com.au
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Smart | SALES & MARKETI NG
HOW TO SHORTEN THE SALES CYCLE By Mark Matthews
The answer is simple – creating content. That’s right. Creating content. After all content is king. Well it’s not actually king – at least it’s no longer king – it’s now master of the universe!
So, by the time the direct sales It’s Time to Learn the New process is engaged, those Marketing Techniques customers have largely made up their minds. Many of today’s business owners and staff with sales or marketing What this means for your responsibilities were schooled in organisation is that unless you the power of direct marketing are producing lots of compelling, and sales. After all it’s a numbers valuable, informative content that game, isn’t it? If you weren’t cold search engines and customers calling - knocking on doors, alike find relevant you are going making phone calls, networking, to have to force your way into that and pressing the flesh, you customer’s sales cycle after they weren’t succeeding. So logically, have done their research, these were the activities that convince them to change their consumed the organization’s mind, and then sell them. time, energy, and resources.
We all often read tales of frustration about the extended sales cycle and how it is much longer now because of the Web. Well nothing could be further from the truth. Much of this poppycock is written by people that either don’t fully understand the modern sales process or who are selling something that they say helps you manage the sales cycle such as Who has the time, sales team, automated marketing software or resources and processes to the like. enable that? Today, the sales cycle is much shorter than it’s ever been. And this is why. Studies consistently demonstrate that the majority of the modern sales process takes place behind the scenes, meaning consumers and businesses alike are out there searching, browsing, and listening long before deciding on the products and services they want.
Unfortunately, this is no longer a successful sales & marketing strategy.
Excuses no longer cut it.
Connected and self-educated customers don’t want to hear We’ve all heard the excuses for from you. But they do want not creating content. Not enough to learn about your business, your time in the day; don’t know what values and your products. Then to write about; lack of writing and only then, will they determine talent, etc, etc… whether they want to listen to what you have to say. Well it’s time to stop blithering and start writing. These excuses In other words, the old marketing are not only short-sighted, they and sales process has been are costing you money. Lots and flipped on its’ head and smart lots of money! businesses not only recognize These are not just the connected this, but are actively seeding the customers, this goes for pretty Web with lots of compelling much everyone and every content to feed and covert the business out there. sales cycle.
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Most business owners know that otherwise would be wholly sales people fall into one of three dependent on your ability to rank categories - farmers, challengers highly in search engines. and hunters. Today’s self-educated buyer Farmers sow the seeds and reap actually shortens the sales cycle, the harvest later, challengers (the because, if you’ve laid out the most successful sales people, by digital breadcrumbs by creating the way) make customers think and distributing valuable about the areas of their life or content, customers are coming business that need improving to you. Moreover, by the time the and guide them to successfully customer arrives they are achieve this, and hunters seek educated, pre-qualified and out prospects and go in for the ready to make a decision. kill. In many respects, marketing and Content is not really that different. sales have become much easier. Good content sews the seeds, content that challenges the But to reach this point, business reader to do something about a must recognize and embrace problem in their life or business these changes. not only sews the seeds but makes you look like the expert, Empower the customer in their the leader and the go to person in research through a steady diet of your field. It also makes you look compelling, informative content; and sound like you actually care don’t expect to actively engage about the readers’ problem and until the buyer is ready (respect are willing to listen and help them the process); and don’t expect to solve it – and that you are measure success the way you capable of that. Once the reader have in the past. has consumed your content and decided to make contact with you, it’s a much easier kill. You don’t even need the hunter. Like it or not, modern marketing and sales have changed dramatically. Which is why creating content provides you with a unique opportunity to reach your target audience that
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Mark Matthews Mark is CEO of Maxiom Group. Maxiom now serves over 300,000 subscribers to its’ range of publications throughout Australia, New Zealand and globally. Mark is a regular contributor to several B2B publications including Modern Business Magazine, Outsource Resource Magazine and Modern Franchise Magazine. Maxiom delivers the Business information and advice you need - straight to your inbox. Best of all, it is completely FREE and open to everyone. Learn more at www.maxiom.com.au
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Smart | LEAD ERSHI P
THE IMPORTANCE OF DARING By Siimon Reynolds ● Offering money back guaranteees. ● Promoting yourself in daring ways. ● Challenging industry norms.
One of the most underestimated parts of becoming a successful entrepreneur is increasing your level of daring. You can read a thousand books on business and not see daring even mentioned, but it is a critical character trait to have if you want to build an extraordinary business. You can be efficient. You can be great at managing your company’s finances.
● Shooting for huge growth rather than gradual uplift. ● Massively altering your pricing , either up or down. ● Adding something dramatic to your menu of products. ● Starting a business in the first place… They say that there’s huge competition in the business world.
Because most business owners are scared of doing anything really different, you will stand out ● Creating radically different hugely from your competitors. products or services.
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You get noticed. You attract more customers. You get more PR. You can usually charge more.
● Standing up for what you believe in at the office.
You can have strong customer service. But if you don’t dare to do amazing and unusual things I beg to differ. you will not reach the highest level of business success. When you consistently take daring actions, pretty soon you What areas should you seek to will have very little direct be daring in? competition. ● Moving into new industry sectors.
Being daring seems at first to be a tough road to take, but it is actually safer than taking the so called safe road.
Siimon Reynolds is one of the country’s most respected marketing experts, entrepreneurs and authors. He has won numerous business awards and is Co-Founder of The Photon Group, which grew in 9 years from two people to the 15th largest marketing group in the world, with over 50 companies, valued on the Australian Stock Exchange at over $500 million. Siimon knows how to succeed in business, and now you can learn his wisdom direct from the man himself at one of the world’s fastest growing business schools, The Fortune Institute http://thefortuneinstitute.com
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Ask an Expert - Franchising Business Development Alliance
Strategise Systemise Commercialise Franchising is a highly competitive sector with a unique set of challenges. But we discovered that successful franchises have one common characteristic, and that is extraordinary “passion”. This is a key asset for any business owner, particularly in franchising - along with getting great advice - as Mark Fernandez from Business Development Alliance explains. 1. What inspired you to start BDA? What are your goals and values?
passion and determination. With our never ending search for excellence coupled with our experience we believe that we have a lot to offer anyone either BDA has been servicing the Franchise and Business sectors entering or already immersed in since 2002 and we have grown the sector. into one of Australia’s Premier Management Consultancy. Our 3. What experience do you values enable us to express have helping franchise sector what we do and what we believe clients? in, which, in turn enables us to put into practice what we are We have been involved in the committed to, which is – Franchising sector for over 40 excellence in everything we do. years and have experience across all facets of franchising. Our goals revolve around With this vast experience we providing the best advice, believe our clients can only service and education to benefit from what we have Franchise Networks whilst learned along the way and that assisting and educating brings expertise to the table prospective franchises to when making those critical become more profitable. business decisions.
4. Do you service other sectors as well? Yes, we have worked in many sectors assisting business grow including; manufacturing, retail, hospitality, shipping and wholesale. We have the capabilities and experiences to assist any small business find its growth path. 5. What are the main reasons that someone would choose BDA to assist with developing their business?
Businesses choose BDA as we assist in finding the right growth path. We will determine wether Licensing, Agency Agreements, Dealerships, Co-Operatives or Franchising is the best way forward. Most business understand the need for control 2. What was the driving force Our Director is a Committee when expanding however, may Member of the Franchise behind your decision to Council of Australia WA Chapter not be aware of the boundaries specialise in the franchise in which that control can be and is intimately involved in a sector? exercised. number of well recognised brands within the sector. Its all about passion!!! This sector demands a high level of
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We have had many clients over the years that just need good, sound business advice and that’s where we come in. A’ sounding board’ for senior management and for those franchises that need assistance along the journey. 6. What process, services and support do your clients receive?
completing the Viability Study, Financial Modelling, Scripting Operation Manuals to Training and Recruitment. The real work starts after the launch of a franchise, we then take a ‘coaching ‘ role in the organisation just to keep things on track and to enable the practical application of the system is actually in play.
8. Do you provide services nationally? Yes we do, we have worked in all states and territories in and across our beautiful country. 9. Do you have any plans for overseas expansion?
We are looking to form international affiliates with 7. Who is the target market for companies that have the same We provide a ‘one stop shop’ for your business? values and principals as us. franchising your business. We undertake all activities in setting Typically we find that business 12. What would you say to up a franchise; everything from looking to grow and have heard someone looking to franchise about franchising but not really their business? sure what It’s all about. Yes they know of the major brands but are The key here is to get good looking for a guiding hand to quality advice. If you want to be take their business to a new successful in an industry that level. employees around 650,000 Australians and contributes Business that have been more that $140b to the operating successfully for at Australian Economy, then you least 12 months and are need to have a relentless search profitable are now looking to for excellence. expand. With this in mind, setting the structures and putting the Surround yourself with the best infrastructure in place for growth advisors that you can afford and can be a costly exercise and get out and chat to people in the without sound advice can leave industry – these are my top tips you exposed and put your for business that are looking to business at risk, hence we are grow through franchising. finding more and more Mark Fernandez - brings over 20 Mark Fernandez entrepreneurs seeking years of senior management mark@bda-online.com.au experience in business development professional advice. and franchising to your business. www.bda-online.com.au 24 | Modern Franchise Magazine maxiom
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Smart | ENTREPRENEUR
HOW TO IMPROVE YOUR PERFORMANCE IN LIFE By Brian Sher
● Success isn’t just an accident. People who consistently reach high levels of achievement do things differently from the rest. ● Today I’d like to talk about a 3 step process that will immediately improve your performance in any area. This method is simple and quick, They don’t pre-write their but almost nobody does it. questions. Or work out their most I call it the EAS. The Effective important points. Action System. Or check their presentation equipment is working. STEP ONE – PREPARE BEFORE EVERY SIGNIFICANT They don’t take the time to EVENT prepare any more deeply than just handling the basics. Most people do not spend enough time preparing before However elite performers behave they begin something. differently. They take the time to get fully immersed in the upcoming opportunity, making They don’t research the backgrounds of the people they sure they are clear and knowledgeable about the people are seeing. or company they are about to They don’t look into the history of interact with. the company they are visiting. Result? Vastly higher levels of success.
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STEP TWO – HAVE BACK UP PLANS Success doesn’t happen in a straight line. We always have setbacks, obstacles and serious failures along the way. (For more on this buy my recent book, Why People Fail). With this in mind, it makes perfect sense to come up with alternative plans and options in case things don’t work out. As often they won’t. Successful people have fall back positions and alternative strategies ready, so when
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misfortune strikes they can move This is such a waste, as inside immediately to a new game plan every event is the chance to for success. search for ways we can improve. Failures have only one plan – and if it doesn’t work often they’re in trouble. Don’t make this mistake. Take the time to develop plans B, C and D. You’ll not only be much more effective, your confidence will dramatically rise as well.
If you can just get into the habit of always debriefing every time you finish a task, you’ll find you quickly become better at it. As Ray Dalio, one of the world’s wealthiest fund managers emphasises, “The main difference between the successful and unsuccessful is that successful people find and fix weaknesses.”
Because you’ll know deep inside that you are ready for any But if you don’t take a few scenario. minutes to debrief after every performance, you will rarely STEP THREE – DEBRIEF identify those weaknesses, let EVERY PERFORMANCE alone work out a way to fix them.So that’s the Effective This is one of the most important Action System, one of the most concepts to use if you want a powerful methods to increase lifetime of ultra achievement. your chances of success in existence. When most people finish a meeting, work session or Try it for a week and watch your important human interaction, that performance levels soar spend almost no time evaluating how they performed. Typically, they give it a moment’s thought then get moving on the next task or appointment.
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Brian Sher, over 25 years, has established himself as a respected pioneer and business growth specialist. He has helped countless businesses grow over a 20 year period including start ups as well as businesses doing tens of millions of dollars per annum. He has an outstanding reputation in the business world and is a successful best selling author on the topic of business and marketing. He has been involved in helping many businesses grow and expand through his various companies and is The Fortune Institute's CEO. http://thefortuneinstitute.com
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Smart | FUTURE
13 TRENDS FOR 2013 By Morris Miselowski
In 2013 we will see an Australian election that is bound to slow business down and the economy for a couple of months. We will see Europe and America continue to build a new normal around their economy’s and future as they continue to grapple with the legacies of the past. New Zealand has it’s own decisions to make independent of international circumstances or influence. We will see a year where innovation will become the buzzword as we move out of a relatively deep cycle of global negativity and doom and gloom to one where we see possibility and renewed hope.
We know all this stuff is out of there and most probably could be useful, but how do you begin to make sense of it all. Welcome to the next frontier and the next set of tech billionaires.
The rush is on for data gold and 2013 is only days away and it’s we will see a slew of one stop already set to be crammed with digital solutions that offer to innovation, gadgets, new thinking make sense of all of your and challenges.. fractured information and turns it into one screen profitable My 13 trends for 2013 to look out wisdom. for include: 2. Mobile everything – this may 1. Big Data – The answers we sound old and ordinary, but the seek have got to be hidden first mass used smart phone was somewhere amongst all this data only 5 years ago and the shift to that’s we’re drowning in. Internal this becoming our default records, online information, personal assistant and digital social media chatter, third-party best friend has been quick and providers, and the list of taken for granted. As we information sources go on. continue to take great big gulps
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of digital oxygen from our devices, our addiction will only continue. In this post iPhone era, where our desire for mobile gadgets will be far less brand dependent and more about features and cool and Apple, as cool as it is and was, will start to lose its’ cool. 3. Appy Days – an industry that hardly existed 5 years ago is now mainstream, a viable career choice set to turn over $12 billion next year. It has quickly moved beyond from just being about angry birds and games, to having a serious business side, with these little digital front doors keys poised to be the death knell of traditional websites.
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4. Bring It All Together – we want everything now and in one place and that’s exactly what we’re going to get. Much of next year’s innovation will take lots of seemingly disconnected bits and pieces from lots of different places and put them together into one easy to use and purposeful space. The travel app that gives you a true door to door experience, booking you a taxi from home; let’s you know if the plane is on time; checks you in; informs the hotel how far away you are and checks you into the hotel, and guides you to your room when you get there and opens the door for you. 5. NFC – Near Field Communication, or a technical thingy that casts a virtual net from your mobile device to digitally connect you to your surroundings. This one has been in the wings for quite a while and we came close to a launch in 2012, but 2013 is make or break time for it. 6. It’s not rude to point / I know that face – mouse and keyboard – they’re so last century. 2013 is the year of the gesture, face recognition and voice.
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Every great sci-fi movie has this as a basic staple and now it’s going to become common in an office and living room near you. Mobile devices, ATM’s, cars, homes, TV’s and even fridges will know your face and let you in. Want to change channels on the TV, don’t reach for the remote, just swipe your hand in mid-air. 7. Goggles – 2013 will see the start of a new evolution in personal viewing displays builtin to ordinary looking spectacles. Google and other developers all have versions of the heads up displays buried in glasses due for release in 2013 and although it will take a while for them to come down in price and become mainstream they will find a market.
and talents, but also disbanding and moving on, or having multiple co creative experiences. 9. Chameleon Computers – BYOD aka Bring Your Own Device – one screen multiple uses in multiple places. It’s a work computer by day, a play computer by night and a friend in your handbag when you’re out and about. No it’s not 3 separate devices, it’s just the one device you carry with you everywhere you go and this is newest fad in businesses providing computer hardware to their employees.
10. 3D Printers – need a replacement part for your tractor, but can’t get it delivered for two weeks. No problem, print one out of your very own 3D printer. This love child of Star trek’s 8. Co Creation – stop doing it “Beam me up scotty” and your on your own. There has been a old fax machine, is the next big fundamental shift in industry and will bring with it a management style and business fundamental shift in the way we separations in the last decade. manufacture, buy, deliver and innovate. One where collaboration and co creation have overtaken control. Business of all sizes are synergistically coming together to achieve common goals and ambitions, sharing resources
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Smart | FUTURE
11. Head in the clouds – Our insatiable hunger for 24/7 access to all of our information regardless of where and when we are, has now found a new savior in the heavens. Cloud servers are becoming our preferred and trusted digital storage locker as we move from just storing our emails there to trusting it with our digital lives. 12. Out with the new and in with the old (in a new way) – everything old is new again. In this world of ever-changing “things” we are turning to the past, with a great big dollop of nostalgia, to reinvent what we’ve already had. Expect social media to become ordinary. For Facebook, Twitter and other conversations to become less “full on” and for us to become terribly blasé about all of this. New digital possibilities, apps and businesses will rise to refresh and update traditional offerings. Fashion, food and fun will also receive new twists on old themes as they make their comeback, yet again.
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13. IP and Patents are becoming obsolete – First person to market advantage has never been more important than it will become. With the world-changing so quickly and innovative ideas abounding the timing involved in legally locking down ideas, innovations and inventions is becoming less practical and advise from top legal minds seems to be protect your innovation as much as possible, but don’t let it stop you being first to market.
Morris Miselowski
Business Futurist | Keynote Presenter | Strategic Advisor The highly-regarded principal and founder of Success through Focus since 1981, each day, he consults with business leaders around the globe, helping to shape their businesses so they can be first to take profitable advantage of tomorrow’s business opportunities. Morris foresees an unlimited future for those companies which take the time to prepare and strategize for the future NOW. Blog: BusinessFuturist.me Website: BusinessFuturist.com
FaceBook.com/BusinessFuturi st
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Smart | FRANC HI SI NG
DUE DILIGENCE YOU MUST DO BEFORE ENTERING INTO ANY FRANCHISE AGREEMENT By Andrew Brown
● Conducting due diligence is the most important aspect of any franchise decision. ● As part of your due diligence it’s important you speak to the franchisor, existing franchisees and former franchisees. The franchisor is required to provide you with a Disclosure Document which must include the contact details for existing and former franchisees. You should contact a variety of franchisees both current and former, particularly those in nearby territories.
You should take a minute to review any negative comments or franchise warning sites, though it is also worth noting some of these sites may have been set up by disgruntled former franchises with an axe to grind.
How the business relationship works is important and you need to assess whether the likely style of relationship will suit you and your needs. There are also a number of warning signs you should look out for when investigating the franchise.
As you investigate franchise opportunities you’re likely to One question which is always have additional questions of your If the salesperson's explanations good to ask franchisees is, if own that you’d like answered. not match up with what's in the they had their time over whether Disclosure Document, then you they would still buy the Asking questions around the should consider is the franchise? relationship between the salesperson making promises franchisor and the franchises is and/or commitments above and There are multiple websites and something you shouldn’t beyond what's written in the books that outline the steps that overlook. Disclosure Document? ought to be taken in the interests of due diligence.
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If so, you should have the contract amended to include those promises. Remember always get it in writing.
not, by definition, a bad thing for instance, a good franchisor is willing to litigate in order to protect the brand in question.
Sometimes franchisors lead prospective franchisees through a bunch of hoops so they can better predict how the prospective franchisee will respond once they become a franchisee. Just make sure that the franchisor keeps his word during this "courtship" period - if he doesn't, you'd be wise to not jump into marriage!
However, excessive litigation is certainly a sign of trouble; if this is the case, dig deeper.
There's no better way to find out whether a franchisor has lived up to its promises and provided leadership to its franchise network than by conversing with current and former franchisees. Keep in mind that, while there are always those disgruntled franchisees that had unrealistic expectations to begin with, a large number of complaints among a set of franchisees signals a definite red flag. If there is a history of litigation then find out why. Litigation is
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Consider the length and composition of the program (all lecture or some hands-on experience?), the subjects to be covered, and the qualifications of the training instructors.
agreement can effectively assist you in managing your business? You should have a franchisor's Disclosure Document reviewed by a professional. Confirm the franchisor is financially capable of providing the support promised. While most franchisors have the best of intentions when they promise support, what matters is that they are able to ultimately provide the support you need.
If you're not sure whether or not you'll learn what you need to know to operate the business, look into the issue.
Many franchisors also control all the marketing for the franchise group. When you investigate the franchise opportunity, ask for Current franchisees are a good some examples of the franchisor’s marketing and get source of information: them to show you the return on ● Did they learn enough via this investment. training to operate effectively? Ask some existing and former ● Did they get needed help franchisees how successful the franchisor’s marketing is and if it on an on-going basis from a qualified support targets the right customers. staff?
If the franchisor can’t or won’t ● Are you confident that the show you what ROI you can expect, and/or the feedback support outlined in the
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Smart | FRANC HI SI NG
from existing franchisees isn’t Is there likely to be updating or great then think again about this refreshing of the brand and what franchise opportunity. will be the cost to the franchisee? You don’t want to Some of the larger, more sign a franchise agreement only established chains have national to find out shortly afterwards that advertising campaigns, whereas you are up for tens or even the smaller ones tend to hundreds of thousands of dollars advertise on a local level. more for a complete refit or refurbishment. Depending on what kind/size of business you choose, you may To assist with your business have to do most of the legwork - planning you should also ask the i.e., solicit your own clients. If franchisor what financial data your concept requires sales they can provide you to assist skills that you don't have, you with putting together a reconsider choosing that detailed and relevant business concept - it may not be the right plan. After all they are the one for you! experts in the franchise so they should more than happy to Without a strong targeted and answer any questions you may measurable marketing plan a have. franchise opportunity is unlikely to be successful. Remember Franchise Agreements are legally binding Also on the subject of marketing, documents, so it’s important you does the franchisor “get it” in get all your questions answered relation to online. What before you sign on the dotted strategies have they embraced line. and what return is there to the franchisee? Does this strategy work for the customer or is it just designed to appease existing franchisees?
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Andrew is the head of Sales & Marketing Manager at Maxiom Andrew also works with executive management and marketing leadership to develop new strategies and align teams around initiatives that enable business objectives and priorities. He provides guidance to organisations on new media strategies that connect businesses with customers, employees and other stakeholders. He is a regular contributor to several business publications including Modern Franchise Magazine. www.maxiom.com.au
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Smart Company Magazine | 49
Smart | LEAD ERSHI P
MANAGING DIVERSITY IS GOOD FOR BUSINESS By Holona & Trish Lui
New Zealand is an increasingly multicultural society. This is becoming more evident with highly visible demographic changes in Auckland, Wellington, Christchurch and other centres around the country, an increasingly mobile international workforce and Statistics New Zealand’s projected population growth figures for 2026. New Zealand is an increasingly multicultural society. This is becoming more evident with highly visible demographic changes in Auckland, Wellington, Christchurch and other centres around the country, an increasingly mobile international workforce and Statistics New Zealand’s projected population growth figures for 2026.
industries having staff in project teams from overseas markets where they are doing business is an obvious benefit cultural diversity offers New Zealand companies.
These include industries in the agriculture, tourism and international student education sectors to mention only three. Increasingly New Zealand’s The shape and make up of New export focus is on developing Zealand’s labour force is new export markets in Asia, changing. Statistics New Africa and Latin America. Zealand’s projections indicate that by 2026 Maori, Asian and Having staff with an ability to Pacific people will comprise operate in New Zealand and the some 42 per cent of New business context of other Zealand’s population. countries, particularly if they speak the ‘host’ country’s Added to this will be migrants language or have strong ‘infrom many different parts of the country’ connections, will help world attracted to New Zealand make it easier for New Zealand to help address the shortage of companies to do business in highly qualified and skilled overseas markets. It is a people in a variety of sectors pragmatic and smart business such as the research, IT and decision. other high tech industries. Our already diverse multicultural But what are the benefits that workforce will become even workplace diversity offers more diverse. businesses closer to home? How do New Zealand For a number of New Zealand businesses prepare, draw-out,
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develop and leverage the talent of their staff particularly with a multicultural team? Is it a smart and pragmatic business decision for them? These challenges are now taking on a sharper focus given our population projections, increasing diversity and global competition for skilled labour. There is a growing body of research which shows that diversity in the workplace, particularly when it is well managed benefits businesses and organisations. These benefits include reduced absenteeism, improved staff recruitment and retention, improved creativity, innovation and problem solving, and improved marketing, communications and business outcomes. It can also enhance a company’s reputation as a ‘good employer.’
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How best to leverage staff talent – feeling valued and understood As with any organisation, business or team aiming to maximise its potential, a key part of being able to leverage the talent in a diverse multicultural team, is proactive, forward looking leadership and management commitment. In simple terms, leading by example, and ensuring that the appropriate support and staff development processes are in place. Leadership sets the strategy, the direction and demonstrates the level of commitment.
Other key contributing factors include leadership commitment, workplace culture, diversity training and communication, and measurement and accountability. Having reasonably high proportions of diversity i.e. representation and visibility at all levels of an organisation also contributes to having successful diverse multicultural teams. Diversity training at all levels of a business helps to give people greater cultural awareness, to learn cross-communications skills to help them to interact and better understand their workmates and clients. It can help increase productivity by focussing on recognising and valuing difference, and seeking complementarity of skills and aptitude within a culturally diverse team.
In our experience with teams and organisations, most people want to feel valued and understood by their colleagues, customers and A good case study example of management, irrespective of this approach involved an where they come from. insurance company which drew One of the keys for any business on the diversity of its workforce to better meet the needs of its to help make this happen is to diverse customer base. They did put in place mechanisms that this by being aware of, foster a positive working environment and to develop the celebrating and leveraging the particular experiences and skills and knowledge of their strengths of individuals, people. improving team dynamics, challenging people to think This is in turn contributes to creatively, share information and positive outcomes for the building a sense of community business. among their diverse workforce.
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Learning to manage and leverage the talent diversity offers businesses is pragmatic, smart and good for business.
Holona and Trish Lui Holona has considerable experience and expertise in his specialist areas of team development especially high performance teams, project management for learning and development programmes and communications, particularly for Pacific communities. He regularly provides advice on communicating with Pacific Peoples and co-conducted Pacific Analysis Framework policy training for a wide range of public sector and non-government organisations. T: +64 4 938 8183 M: +64 274 439 345 E: holona.lui@catalystpacific.co.nz W: www.catalystpacific.co.nz
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Smart | HR & REC RUI TMENT
EMPLOYEE BRANDING HOW TO HIRE EMPLOYEES THAT FIT YOUR COMPANY BRAND By Kristin McNicol
A lot of work goes into branding, and a lot of work goes into hiring the right people to represent that brand and sell it. Recruiting the right employees that fit your brand is a sensitive area for most companies. You want to hire people who fit your company brand, but you don't want to be discriminatory while you're doing it. And sometimes you need to do it fast! Making decisions based on age, gender, race, or sexual preference could result in lawsuits and heavy fines levied against you, so creating a brand definition for your employees is a very important part of the process. It's okay to require a certain education and experience level or to seek out certain character strengths or skills. Create clear and concise job descriptions before you begin any hiring or recruiting. Once your job descriptions are complete, sign up for or go out
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and buy some top quality web based recruiting software to keep track of candidates who apply. The best recruitment tracking software can be customized with fields that fit your particular needs. Make sure you have categories to check off those education levels and character traits so you can search them later on. If your business is successful, this will not be the last recruiting drive that you do, so keep accurate records for later on.
Obviously you want your employees to be familiar with what you have to offer so they can answer the questions of your customers and clients. Training while vital to creating a great brand, is still an expense. The more your candidates know before you hire them, the less that expense will be. Use the questionnaire as part of the recruiting process and track the answers in your recruitment tracking system.
You can even categorize the questions to reflect strengths and weaknesses in certain They could come in handy when areas. you're ready to expand your business or open another Keep in mind when hiring for branch somewhere. any position that sometimes jobseekers will do what they Another good tip in finding the have to do to get a job right "brand" of employee is to including embellishing their create a questionnaire about resumes. Make sure you check your product or service. all references and verify dates of employment and titles.
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You'd be surprised how many "managers" were actually retail assistants or storeroom clerks who promoted themselves on their resumes to try to get a higher-paying position. Don't make the mistake of feeling bad and hiring them anyhow. Those who lie to you once will do so again. There are many good software packages available for keeping track of applicants and employees.
It is also the first real opportunity to demonstrate to your new employee your internal marketing program and inspire them to achieve great things not just for themselves but for you and most importantly your customers. Don't skimp on effort when you set up a recruitment drive for new employees. It is even more important to wisely spend you hard earned income on great training from day 1.
Do it right from the outset, A lot of work goes into beginning with a solid job branding, and a lot of work goes description and targeted hiring, into hiring the right people to and you will see your brand take represent that brand and sell it. off and be recognized for the quality and hard work you put Once you’ve selected your new into it. employee(s) don’t forget to induct them into your business. Do it wrong and you'll be mired in staff problems, customer This could well be the most complaints, even lawsuits and important part of any employee losses, occurrences that will branding exercise. It not only surely lead to an early downfall introduces them to your for your new venture. business culture, but also reinforces the employment That doesn't have to happen to brand you introduced them to you. during the recruitment process.
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Plan carefully, execute that plan only when you're completely ready, and if need be seek advice, and you'll be fine.
Kristin McNicol Kristin is a consultant to enterprise on HR & recruitment best practices, having worked for over 20 years in North America and Europe. Kristin has worked with some of the biggest household names, franchises and government organisations helping senior management improve communication with all stakeholders in order to achieve better business outcomes For more information please visit: http://www.smartcompany.co.nz/k ristinmcnicol
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Smart | ENTREPRENEUR
HOW TO CHOOSE THE RIGHT OUTSOURCING PARTNER By Chris Gregory
Outsourcing has become a key component of modern business strategy to improve efficiency, flexibility and knowledge while reducing costs. There are numerous organisations in the market, which provide outsourcing solutions, but the real hassle lies in choosing the right one for your business.
2. Try online platforms for outsourcing solutions
When companies respond to your job posting, always choose the one with good customer reviews the ones that offer a great price.
If you have a small or medium sized organisation and looking to outsource jobs, you can try online outsourcing platforms like 3. Size of the organization Outsourcing should give you Odesk and Elance.com. enormous profits, if you choose You should be well aware of the the right partner. However, you Always search for companies size of the company you are could choose the right partner by with proven record of going to work with. merely sticking to certain accomplishment and with guidelines before you specific experience and talent For a small or medium sized collaborate with an outsourcing pool that will satisfy your business, it may not be solutions provider. outsourcing requirement. You advisable to go for big may be able to find some great multinational organisations. They 1. Ask around for options companies who are offering should be able to cater to your some great prices too. requirement, but they would, be A good reference from a trusted interested only in large-scale source or a positive reference is If you are looking for a company processes for big corporations. always better when you are as an outsourcing partner for choosing the right outsource your customer support In addition, they might not be partner. requirements, you can post the affordable too. For example, if job on these Internet based you are looking to outsource for Consequently, you could try to outsourcing platforms or wait for your small/medium sized get references from similar companies to respond. organization, it is generally organisations much like yours. better to find an outsourcing Another method is to search for partner that specialises in Ask your professional advisors companies, in the same similar sized businesses to for instance. Most accountants, platforms with experience in the yours while still having the solicitors, and bankers have required field with very good scalability, expertise and talent professional networks that rating and experience in pool to cope with your needs as extend beyond their own customer support. you grow. industry.
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4. Gather maximum information about your prospective partner
and which has back up servers and back up power generators in case of power, technical or network discrepancies. You would also want to look into It is always better to gather maximum information about your data, operational and network prospective outsourcing partner security of the company that you through any medium necessary. are going to collaborate. You can always search on the 6. Resources, Expertise and Internet for reviews, though Internet reviews can sometimes Talent pool be misleading or have been Always look for companies with managed by PR specialists. Therefore, it is better to ask the sufficient resources, expertise organization about their clientele and talent pool for your and their history with their clients requirements. and client satisfaction. Get some references and call their clients If you are looking to outsource your back office, look for to ask. companies with expertise in nonvoice process implementation. 5. Infrastructure of the You would also want to check outsourcing partner into their response time and You should be well aware of the quality of the work they have already done. infrastructure of the company and examine whether they have adequate infrastructure to satisfy Also look into the training provided to their employees, your business. WHS compliance, whether their employees are properly paid It is always better not to including entitlements, even the collaborate with organizations terms of their staff employment. without sufficient infrastructure Recent IR law changes and Fair suitable for your requirement. Work Australia rulings could If you are searching for a 24/7 support team for your office, it is mean you could get caught out always better to find a company ending up been seen as their ultimate employer and which is already working 24/7
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responsible for any unpaid wages and entitlements 7. Cost and other additional services the company provide After all, the reason you are outsourcing is to get someone that can do the job better than you can do it yourself, at a fair price, so that you you have to worry about it. Organizations offering the cheapest prices may not be able to provide the best service. So look for cost effectiveness, transparency, history of delivery and reputation. We have merely pointed out some crucial points for you to go through in the "identification" phase of an outsourcing partner. There are other areas that you should be consider like account management, client communication, confidentiality and security and the point of contact. Outsourcing can reap great benefits for your business. We hope this article helps you find the right outsourcing partner.
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Smart | OUTSOURC I NG
6 THINGS TO OUTSOURCE IN YOUR BUSINESS By Mike Burnside
Outsourcing your business functions can get you better talent and at a much lower cost. Outsourcing small business resources can spur on great success. Many small businesses outsource their functions that are not a part of their main business. By doing so, you add more value to your main business.
3. Outsource Your Human Resources (HR). Recruiting and training staff can be time consuming and costly if you get it wrong. Plus the constant changes in industrial relations (IR) law can be a minefield to navigate through. Outsourcing these functions can Consider outsourcing to a firm give your small business the that can help you with all aspects opportunity to grow faster. of HR including recruitment and training and that can grow as 1. Outsource Your Marketing your small business continues to For any small business to grow. Use one that doesn’t continue growing, you need to charge placement fees when you have a well thought out employ new staff marketing plan. That plan may 4. Outsource Your Legal include outsourcing your Matters. marketing and possibly a marketing mentor to help Outsourcing your legal matters to implement your plan, keep it on a law firm that specializes in course and so that your business small businesses can help you will grow. navigate through the local, state and federal laws. Avoiding legal roadblocks is what you need to 2. Outsource Financial not only save money but to also Services. grow. Financial services so that you can save money. Consider hiring an outside accounting team and 5. Outsource IT Resources There are many great local IT as you grow possibly a for-hire CFO to help you get some great firms that you can outsource your strategies without paying a high IT need to. price for them.
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There are also some good offshore options though to maintain quality and security a local IT company would be preferable. Some basic IT functions or tasks could be outsourced offshore. Check out taskarmy.com.or freelancer.com 6. Outsource Your Website The cost of having a full-time web designer or developer is usually prohibitive for most SME’s. Having the access to outsourcing your website is essential. A website needs to be well designed, easy to navigate, have the right search engine optimisation (SEO) tools, and other marketing functions to be successful. Outsourcing this part of the business happens first as it is the easiest to hand over to others to run. There are many web design companies that will compete for the chance to develop and maintain your website.
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Amaze Creative Keeping it clear and simple.
Amaze Creative Strategies Creating, distributing and analysing engaging, recurring digital content experiences across multiple channels. MWA Design can help you get your marketing message to your target clients in the most effective way to boost your sales and your profit. We are not just interested in great design and the latest technologies we’re interested in your business, your customers and your commercial success too.
Inspire Your Customers & Franchisees Inspire them to buy Inspire them to share Inspire their loyalty Increase brand recognition Increase interaction with your brand Create a consistent brand experience
Brand Design | Print & Digital | Web Design | Web Development
www.amazecreativestrategies.com
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Smart Company Magazine | 57
Smart | C OMPANY FEATURE
GETTING TO KNOW YOU: GENE STARK We talk to Gene Stark from The Marketing Network about why business is about 2 things and 2 things only; marketing and innovation. What inspired you to start The Marketing Network? What are your goals and values?
Then I met my current business What was the driving force partner Chris Dobbin, who was behind your decision to thinking along very similar lines. specialise in marketing strategy? Chris had complimentary skills and was a strange animal who Marketing Strategy is something I was consulting for about 5 had expertise in design and years and had a dream of that I have always had a passion developing a marketing agency digital (read technology) so we for, and it allows me to be have little 'cross over' in our for the SME segment - the involved across many business areas of expertise and hence businesses that needed decisions, although technically rarely ever step on each others most of what we do is Marketing marketing advice and toes - an important factor in any Communication Strategy and assistance most. business partnership. then implementation. We do The idea was for a one stop have other specialist partners in shop and kind of like McKinsey Our main goal is to educate the Marketing Network that focus SME business owners on the meets Saatchi & Saatchi for the on other elements of the importance of marketing in their SME market. marketing mix like Pricing. business, stop them wasting I had tried numerous times with money and have a better life, Today I also get involved in after all SME's make up the different prospective partners providing strategic advice to our majority of the economy and who all loved the idea but the design team, plan and develop venture didn’t get off the ground provide jobs for so many people, content for our clients, work with they also tend to be the most because everyone wanted to a copywriter and teach and stressed, and under funded, we coach our clients on using develop this big wonderful new “animal� from scratch and I want to give them the best LinkedIn. chance of success. was determined that it had to come together organically as noWhat types of customers do We have the goal of making one knew the hurdles ahead of you help? What experience them understand that as Peter us, and we had to test the do you have helping small Drucker famously said, market. business customers? "business is about 2 things and 2 things only; marketing and Our core target audience and innovation". the majority of our client base is made up of Small Medium Enterprises; mostly professional 58 | Smart Company Magazine
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services and industrial companies; Accounting firms, IT Companies, Recruitment, Technology and Software firms, as well as more traditional manufacturers. Both my business partner and I have around 7 years experience each (and about 20 years each in the industry) in the SME Marketing Communication space and between us we would have completed around 200 projects in that time and provided advice to thousands of business owners.
2. We are a "one stop shop" with every imaginable marketing service under one roof, which means an account manager, one invoice, but most importantly an integrated, holistic marketing solution to their challenges. What process, services and support do your clients receive?
We do a lot of hand holding and education, and we now have a process for most of the tasks we perform. We also use online technologies to collaborate with clients on everything from Do you service other sectors Project Management to as well? Copywriting and Web Design as well as store all of this Yes, but they still tend to be communication and working files SME's, like Education / RTO in a client’s own designated type organisations and we have "cloud". done some work with NFP's. We rarely charge by the hour, What are the main reasons most of our work is fixed fee / that someone would choose project based and our clients do not have to stress out about The Marketing Network to being billed when they have a help grow their business? question. 1. Our knowledge and experience, which translates to a What challenges did you face very good understanding of their in setting up your business? customer needs and their Time was and still is the biggest marketing challenges of challenge, not having enough for communicating with those everything you want to customers.
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accomplish TODAY and having to wear multiple hats like every other business owner. The main challenges were in fact around developing processes, templates, etc that were suitable for the SME market, what works in the corporate world simply didn't translate to meet the needs of our clients or our own. Tell us about some of the expectations that you had. Have they been met? Most of our expectations about growth have been met however there are some we are reevaluating and looking for better ways of doing what we do for ourselves and for our clients. The pace of change is such that you never stop and as The Marketing Network we are still relatively young, being 2.5 years old. What types of services do you offer? The Marketing Network is a multidisciplinary organisation that brings together every imaginable professional marketing, creative and management disciplines that
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Smart | C OMPANY FEATURE
have not previously existed in any Do you provide services one organisation under one roof: nationally?
2. The more diverse the marketing consultant’s background the more likely they are to provide your business Brand Development: Mostly in Victoria, we have had with innovative ideas on how to ● Strategy and Positioning clients in NSW and Tasmania, ● Brand Name Development but today there's no reason to be find, attract and retain customers. confined by geography. All of the ● Marketing Plans The most common and silly Freelancer, guru, elance type ● Creative Strategy portals have changed the game. question we get asked is have ● Market Research you worked with "our type of ● Media Planning The only constraint is the mindset business", luckily for us, the ● Personal Brand answer is usually yes, but we try of many SME business owner Development and their desire to have a face to to educate clients that this is face...we usually suggest skype! definitely not the reason why they Content Development: should be choosing us. ● Copywriting for the Web, Do you have any plans for Print, Video Scripts, PR I'm amazed that some business overseas expansion? Releases, Email, Direct owners would put the most Mail, Advertisements We have a few years ahead of us important part of their business Design: before we contemplate this, but into the hands of people who are ● Brand Style Guide we have discussed the different doing the same work for their ● Corporate Collateral ways we can take our concept to direct competitors! ● Web the world! 3. The diversity of the marketing ● Print consultant’s experience is What would you say to ● Email important. someone looking for a ● Packaging & P.O.S. business or marketing ● Photography A marketing consultant that has consultant and what advice worked with big business has the Promotion: would you give them? planning discipline and ● SEO & PPC ● Social Media (Facebook, 1. Consulting in general is one of knowledge that can only be gained working at the big end of LinkedIn, Twitter, etc) the most transient industries and town. ● Online Video marketing is no different. ● PR (Traditional and Online) A marketing consultant ● Direct Mail Make sure they have been that has worked with small and around for a while and intend to ● Branded Merchandise medium enterprises will have the ● Print Advertising & Online stay, rather than go back to the street smarts that come only after comfort of a corporate job. Advertising one has experienced the
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limitations of tiny budgets that force a marketing consultant to think outside the square.
5. Has the marketing consultant worked both on the client and advertising agency side of the marketing fence? Both sets of 4. Does the marketing consultant skills are vital to achieving have Integrated Marketing success for your business. Communication experience, that is experience across all or at Marketing professionals on the least most of the marketing client side concentrate on disciplines, and for how long? developing products or services to meet the needs of their target Integrated Marketing market, managing the Communication is important distribution relationships and because it is the “helicopter the sales process, analysis and view” of your marketing situation, research of buying trends etc. rather than a band-aid approach to the immediate challenges at Marketing professionals on the hand. advertising agency side concentrate on the Here are some of the main communication aspect of areas: marketing, making sure that the right message reaches the right ● Strategic Brand prospects, the right number of Positioning times. This is also generally the ● Online and Social Media most expensive part of Marketing your marketing - getting your ● Advertising message into the hands of your ● Direct Marketing prospects, before their eyes, and ● Media Planning / Buying into their ears. ● Sales Promotions & 6. If a marketing consultant can’t Events come up with a few innovative ● Personal Selling ways of promoting your business ● PR in your first meeting, they are probably not right for you. Then ask for proof of their experience and examples in all Be aware, however, that ideas and strategies are tools of the above areas! of trade and marketing consultants may be hesitant to
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give those away for free, but they should be able to at least provide you with some constructive observations on how your business can be improved. 7. Will the marketing consultant just take your brief or will they challenge it? Does the marketing consultant have the guts to challenge you their potential prospect? Do they have the fortitude to tell their clients and prospect’s the truth about their chances of success, about their briefs and about their businesses in general?
You can contact Gene by email: gene.stark@ themarketingnetwork.com.au or to visit their website go to themarketingnetwork.com.au
Smart Company Magazine | 61
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