Your Customer Segment is constantly changing: Are you prepared for it?

Your Customer Segment is constantly changing: Are you prepared for it?

Global trends are changing customer behavior at an increasingly high rate, here is what your business needs to do.

Gone are the days of mass marketing campaigns and bulk production aimed at winning over a large pool of so-called ‘average customers’.  For a growing number of consumers today, the products they consume are not just meant to satisfy their needs but also serve as a channel to express their individuality. Numerous submarkets and niches exist in the current market that demand exclusive strategies.  This has forced companies across the world to take another look at their customer segment, understand their needs and create products that cater to their unique needs.

The following trends in the technology and business landscape have influenced  this change:

    •  With the internet introducing new technologies and products to the world every day, it has become increasingly difficult to maintain a strong market share and loyal customers. 
    • The nature and demands of the consumer in every industry are constantly diversifying and shifting.
    •  Social media has emerged as a savior for small businesses that are not capable of investing immensely in marketing activities. A powerful ad on an Instagram page can lead to thousands of followers flooding in with product inquiries and purchases from any part of the world, in a matter of days. 
    • Third-party logistics companies and cheap tech-based solutions are making delivery and customer service easier, helping smaller customer-centric brands perform better than some big established companies. 

Could these trends pull your business down? Probably yes. 

Should you be worried about it now? Absolutely yes.

It is clearly time to re-evaluate customer segments and recalibrate product offerings.

Practical guide to customer segmentation

What is Customer Segmentation?

Customer segmentation refers to dividing markets into groups based on shared characteristics. Most commonly uses customer segmentation models for B2C businesses are: 

Demographic segmentation: It is the most commonly used model of segmentation. Customers are divided into groups based on demographic characters such as gender, age, income, educational background, ethnicity or religion. 

Psychographic segmentation :This model is based on the interests and personality traits of the customer such as lifestyles, skills, beliefs, values, etc. It is becoming more popular among companies and leading companies have invested heavily in data analytics to explore psychographic factors of customer behavior. 

Geographical segmentation: This model uses the physical location of the customers to group them. The geographical limits can be based on countries, regions, states or even cities. It is suitable for small businesses with smaller marketing budgets to better judge their customers. It is also used by multinational companies to tackle cultural differences in different countries.

 Behavioral segmentation: Customers are grouped on the basis of their behavioral patterns such as purchase frequency, brand loyalty, engagement, purchase occasion etc. This model has been extensively used by e-commerce platforms to create customer profiles and group them.

Though these models provide a basis of classification, customer segmentation can be more complex. Most companies employ a combination of these models to select profitable customer segments.

Why segment your customers ?

Better focus on customer

Focusing on delivering value to a particular customer segment can help in designing and delivering products that meet customer’s specific needs. This customer centric approach would result in higher customer satisfaction and product adoption rate.

Increased competitive advantage

It is rather simple. More focused you are on delivering customer- centric products, the more value you create for the customer. The more value you create , the more attractive you are to them. Providing products that cater to specific needs of a customer segment would help accumulate more market share as compared to subpar competitors.

Better utilization of resources

Identifying the most and least profitable customers can save so much money and effort while conducting marketing campaigns. Prioritizing a high value customer segment can help in maintaining brand loyalty by constantly improving products and services. It can ensure higher profits and lower costs.

Handle saturation of the market

While concentrating on a new customer segment you may even discover areas with significant scope of growth. This could be an opportunity for your business to acquire market share in a niche market. In a market that has been saturated , creating a niche and serving customers in that particular segment can be a differentiating factor for any business.

Capture new markets

Companies often target new customer segments by introduction of new products designed for that particular segment. However, it must lead to dilution of brand image. Many companies overcome this by introducing new brands designated for different segments of customers. Examples include Unilever which uses different brands to reach different markets or FedEx which uses different brands to provide different services.

Embrace market changes

Product life cycles are getting shorter. Once popular products are becoming obsolete quicker with faster technological advancement. For companies that are exploring new market possibilities to stay in the game, embracing a new customer segment can be the way to go. An interesting example is PepsiCo. Upon seeing that the market is shifting to healthier options, the multinational snack and beverage giant acquired health friendly brands like Quaker Oats and Tropicana.

Do customer segments remain the same over time ?

No, the nature of customer segments are always changing. For example, the product consumption patterns or product preferences of a middle-class family today is very different from that of the previous decade. With exposure to global trends and increased availability of a wide range of products, the needs and wants of each customer segment is continuously changing. New niches markets may develop that would require highly customized products.

How to identify and target your customer segment?

Different businesses have followed different methods to segment their market, some pretty complicated while others simpler alternatives. Given below are steps involved in identifying and targeting customer segments for SMEs.

Practical steps to identify and target your customer segment..Step 1 : Conduct a detailed market study. Step 2: Choose a suitable segmentation model.Step 3: Gain a clear understanding of customer expectations in the chosen segment.Step 4: Product design, development, launch, and marketing to attract customers within the segment.Step 5: Collect regular feedback and improve product offering

Step 1 : Conduct a detailed market study

A detailed market study is the most essential step to understanding your customers. It gives a clear picture of the market size, key competencies required, existing competitors, risks, and customer behavior. The data for the study can be collected from online resources or through field research. Expertise provided by business consultants and market research experts can also be valuable.

Step 2: Choose a suitable segmentation model.

Based on the insights from the market study, a business needs to split its customers into segments. This could be demographic, behavioral, psychographic, geographical, or a combination of these. The segmentation needs to be clear and practical. A niche market can also be identified in this step.

Step 3: Gain a clear understanding of customer expectations in the chosen segment.

In this step, the business needs to study the customer segment in detail by understanding the market size, recent trends, and expectations of service quality and value delivered. A clear idea of the competitor dynamics and expectations of the customer segment would help in developing an effective strategy and a successful business model.

Step 4: Product design, development, launch, and marketing to attract customers within the segment.

All aspects of the product must be created to meet the specific needs of the consumer. Marketing campaigns must be carried out through appropriate channels to targeted customers.

Step 5: Collect regular feedback and improve product offering

Feedback must be collected regularly to track customer satisfaction and to assess their changing needs. Analyzing sales patterns, customer behavior, and feedback can help in identifying product shortcomings and introducing improvements in the product offering.

Conclusion

Staying relevant in the market and maintaining a competitive advantage can be challenging in a rapidly changing business environment. A customer-centric approach and targeted marketing activities would be essential in differentiating you from your competitors. 

Every business, irrespective of how big or small it is, needs to be in tune with the expectations of the market to survive the implications of today’s rapidly changing business environment. Therefore, a customer-centric approach and targeted marketing strategy need to be developed to exploit the opportunities presented by the market.

With an extensive experience of serving over 100 clients across numerous industries, we continue to help businesses transform into successful ventures.

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How Should A Director Board Operate?

Situation of Directors and Board of Directors

Many small and medium businesses that are registered as a Private Limited Company or Public Limited Company have Directors who are not functioning effectively or productively in Kerala.

Many companies see it as a statutory formality and hence do not take it seriously from a management point of view. Many give directorship positions to shareholders who invested a specific amount in the company, without considering what “value” they can add to the business. These directors may or may not be involved in the management or leading the firm. Some even give directorship to all its shareholders!

So when the very purpose of the Board is neglected or misunderstood, it is obvious that the Board of Directors won’t be adding a good value to the business. 

AASC can play a key role in professionalizing boards of companies

aascglobal.com

The real role of a Director Board

Ideally, the Board of Directors will have a Chairman, the Directors and a Managing Director.

The role of the Directors is to lead the company, not essentially managing it. The management is done by the CEO, and may be under the direct leadership of the Managing Director.

The role of the Board of Directors can be briefly listed as,

  1. Ensuring legal compliance 
  2. Ensuring the company and its management does not do anything that harms the shareholder interest
  3. Planning and monitoring the growth of the company
  4. Ensuring the company is operating as per its vision and mission. Creation of the vision.
  5. Assisting the management in problems that they find it difficult to solve. This requires technical knowledge and expertise from the director’s side.
  6. Designing or Approving Organization Structures, Systems, Policies, etc. Either the board has to do it, or engage consultants to do it, and then approve it
  7. Recruitment of senior employees (who will be recruiting the rest of the team). This includes the creation of the organization hierarchy, job descriptions, remuneration packages, and work culture principles.  Either the board does it, or appoints a consultant to do it, and finalize the selection. 
  8. Approve important financial transactions be it related to investment, buying of assets, or creation of liabilities, that the company management suggests
  9. Approve suggestions of the management with regards to the creation of reserves or payment of dividends
  10. The Board has to engage external agencies and consultants, to audit not just the financial performance of the business, but also do management audits to ensure that management is managing the business well. It will involve doing studies and surveys on employees (for employee satisfaction) and customers (for customer satisfaction). This will empower the Board with data, beyond the information provided by the Management

So as you can see, the role of the directors is not to do daily operations. But to be the guiding and monitoring force. It is part of the process of separating management from ownership.

What is wrong with our Director Boards?

But unfortunately, instead of the above-mentioned roles, most small and medium companies have managers who are given the title of directors, because they are also shareholders of the company.

This means the real function of the leading and direction does not happen. This is not an issue if the company does not have shareholders beyond the directors working as managers. 

But in companies, where there are several shareholders, this system can mean a lack of accountability and be a cause of direction loss. 

How Management Consultants Can Assist the Board of Directors?

 

Sometimes, the board of directors will require the assistance of external consultants (like AASC). Some of these situations can be,

  1. When the board of directors has an important decision to take and needs an external expert to give an opinion on the topic. This expert opinion is very useful to convince the shareholders
  2. When there is a crisis between the Board Members and important decisions are not possible, external consultants can help in resolving the matter 
  3. As part of reviewing the performance of the management in terms of management, employee satisfaction, and customer satisfaction, the board of directors can employ management consultants  to do the review and submit reports on the same  
  4. If it’s a new venture, the Board of Directors can engage business consultants to prepare the detailed strategy plan or detailed project report with feasibility studies and organization structuring

If you have any points, experiences to add, or if you don’t agree to the post, please comment below. 

Explore how AASC can help transform your business. Call now +91-7558-900-800

AASC is a Business Strategy & Management Consulting (aascglobal.com) firm that serves Promoters to study, plan and set up new ventures, and Entrepreneurs to manage and grow their business, in a professional manner. 

To know more about AASC services for new ventures, please visit https://aascglobal.com/consulting-for-new-ventures-and-startups/

To know more about AASC services for businesses, please visit https://aascglobal.com/consulting-for-business-growth-and-expansion/

Location Does Matter

One of the biggest mistakes that promoters make, is falling in love with a business idea and believe that the idea will succeed no matter where it’s based.

Many a time, entrepreneurs start businesses they “think” people want, and get so hyped up about it. So much so that, if they didn’t get the right place, they start anywhere available, believing that customers will come to them. And that might not actually happen. The business fails.

Promoters spend a lot of time, sometimes even years, trying to find that one big idea that will click. A business idea is an opportunity that has potential in a market. But having a ‘Eureka’ moment is not enough to jump-start it as a business. 

For a good business idea to win, it has to satisfy several criteria. In this post, the ‘Location’ is our topic.

What is the point of starting a business where there are no target customers? That is why, when it comes to location, the right market has to be selected. So what is a market? It can be a village, a city, a district, a region or a state, or even a country or several countries. But it needs to have the target customer segment in it.

Once the market is selected, comes the second step. The exact location of serving the clients. This is specifically important where customers or clients have to physically visit the premises. 

The location in the market is crucial. It has to be located where it’s closest to the target customer and is easily accessible and visible to them. That is the reason why shops that are based in the right street but the wrong building fails. Or based in the right building but the wrong floor fails. Or based on the right floor but the wrong area fails. Or based in the right street but wrong visibility fails. It’s a very important matter and it’s a shame when a great business idea fails just because the location was not right.

So why do entrepreneurs make this mistake when it sounds like common sense? Several factors can play here.

One reason is the non-availability of space in the ideal location. In which case, we as Management Consultants would advise not to start now and wait for the right location to come up, or move into another market where the right space is available.

The second reason is the high rental of the properties in the right location. This is a tough reality and one has to be careful here. When faced with such a situation, the entrepreneur has to evaluate how much rent is viable for the business. This might be complicated for most entrepreneurs. In such cases, it’s ideal to engage management consultants or management consulting firms (like AASC) to do a detailed analysis on the financial viability of the location, and check if that rent is viable. Sometimes, a location that has high rent can still be a profitable option.

The third reason can be impatience to do a proper study. Promoters or entrepreneurs can fall in love with an idea, that they simply want to start ASAP. They get hold of the first property and launch the business there. And as the days pass by and they witness lower footfalls, they realize that the location or the building or the floor is not ideal for their customers. Here we as management consultants, always ask our clients to take it easy and do a proper study. In fact, a typical study at AASC takes about 2-3 months to complete. With the market study taking about 30 to 45 days. With such a detailed study, the pros and cons are evaluated before making a final verdict of not just the location but the business itself. 

The fourth reason can be overconfidence. The illusioned belief that the product or service that the entrepreneur intends to provide to the customer is so much in demand, or the price is so attractive or the quality is so high that the customer will seek them, no matter where they are. In most cases, it does not work. And the business goes belly. But in some rare cases, it can work- for some time. This is when the customers really do need it and they take the pain of reaching you despite the trouble or the inconvenience. But the moment a competitor starts the same business in a more ideal location, all the customers will move to him. Why? Customers are not loyal to any shop or brand, they are loyal to those who provide them what they want, when they want, where they want it, and in the way they want it.

Conclusion:

Don’t kill a beautiful business idea by starting it in the wrong place. This is applicable not just to retail outlets, it’s applicable to any business be it manufacturing, hospitality, service, or education. Even online businesses, have to be careful of the locations they choose. And another place to watch out for is the location in Search Engines, as customers use it to search for businesses. If it’s not on the first page, it’s not in a good location online.

It’s always recommended to start a business after a proper study. Do good market research, select the right business model, design the right management plans and systems and assess its financial feasibility. And since entrepreneurs might get emotionally inclined towards their business idea, and because in most cases promoters are not trained to do these works professionally… it’s better to engage professional management consultants like AASC (aascglobal.com)

So location does matter.

Transforming Outdated Schools

“We Have To Teach Our Kids Something Unique…” Jack Ma, Former Executive Chairman of Alibaba Group

This quote is the trigger for today’s post.

As the world progresses by leaps into work getting done more cheaper, faster, and efficient- human jobs are at stake. It’s a reality. It’s time for humans, societies, cultures, and organizations to evolve to survive.

It begins with what we teach our kids. Our schooling system is so outdated, one wonders who prepares its syllabuses.

School management and parents have to move from the comfort zone of standardized learning to the new age of individualized learning.

So how do we teach our kids, what machines can’t do? We teach them to be “more human”. But what does that mean?

We teach them values, so that they never create or use machines, Ai and robotics to destroy peace, instead use them to create a sustainable peaceful world.

We teach them independent thinking so that they become creative in innovations, discoveries and become masters of the very technology that can otherwise be used to enslave them. Present schooling does not promote independent thinking- it’s only what’s in the textbooks.

We teach them cooperation and teamwork so that they love and believe in each other. Help and support each other. Remove the present mark-based mindset, where one has to beat down the other to get to the next level or is measured in comparison to others. Where a lion is compared to a dolphin, while their skills are different.

We teach them leadership and the ability to take responsibility. Characters that are fast disappearing in the pleasure-seeking, me-me, materialistic generation. Students should be not just taught but trained, to take up responsibility, be accountable, be able to motivate others, take the lead, walk the talk. Be men and women of their words.

We teach them to care for others. That care is what is going to help the world and inhabitants, be at peace with each other.

We teach them the knowledge that is needed for life rather than in-depth science, physics, maths, and geography that is not needed for the vast majority who might not seek those streams. Instead, teach them young, topics such as basic finance & investment management(everyone needs it in life to manage personal finances, personal investments), economics (everyone needs to know how the economy functions), basic law (everybody is bound by it), political science (that’s what governs them). These are more important topics as they affect everyone. Only those seeking careers in biology, physics, mathematics, geography, and other conventional topics need to go in-depth to them. For these special clubs in schools can be formed. So interested students can go much deeper than their peers, based on their capacity. For the rest who are not seeking such careers, they don’t need to be tortured to study them.

We teach them how to be healthy and avoid lifestyle diseases. It is funny that we don’t teach our kids what to eat and what not to. It shortens their life. That’s not in the syllabus. We should have in curriculum topics such as food habits, what to eat and what not to, sleeping habits, exercising, natural herbs, organic home farming, natural therapies, first aid procedures. This not only makes them capable of making and eating right, doing right exercises, curing themselves with natural herbs (avoiding side effect medication), and being capable of rescuing life’s in danger; but also have a profound effect on the businesses around them. Junk foods providers will disappear, harmful nightlife businesses will disappear, the illegal drugs/ prostitution industry will disappear, the healthcare industry will be more ethical and responsible. These changes will not be driven not by law, but by enlightened people.

We teach them the value of family and relationships. It’s a topic that should not get restricted to a chapter. It should be a subject that will be studied from kindergarten to post-graduation. Because relationships are the foundation of human civilization. We should teach kids how to understand their parents, grandparents, siblings, relatives, and neighbors & how to behave with them in various situations. Kids today, do not really know it. We should teach how husband and wife should understand each other and behave with each other (it’s not something that can be achieved with a few hours of pre-marriage counseling). This reduces divorces, broken homes, domestic violence, wrong relationships, etc.

We should teach how parents understand and behave with their children. This opens up strong bonding. This prevents kids from drugs, depressions, suicidal tendencies. All these need to be learned when they are in their schools and colleges.

We should teach them about all religions in-depth. This helps understand every religion better and have a deep-rooted understanding that ultimately all religions are about peaceful co-existence and it’s evil people who divide people on religions.

We should teach them empathy and sympathy. It goes a long way.

Visualize a world where this is what people learn and do. Feel the peace and happiness. This is what we need to teach. The present syllabus has failed to create a good world. We witnessed all the world wars, civil wars, unethical corporations, corruption, exploitation- all by people who spend most of their childhood learning stuff that never was useful in their real life and decisions they took.

In these schools, it will be less of books and theory. More of exploration, activity, and doing. And the traditional marking and grading system? It will be in the dustbin- where it rightly belongs.

This should be the vision and strategy for schools, educational institutions, education boards/organizations, and education ministries.

Management: Do you sacrifice PC for faster P?

In the book, 7 Habits of Highly Effective People, Stephen Covey, mentions about a formula “P/PC” or “P divided by PC”.

Where P is the production of our desires or the desired outcomes – the results we seek.

PC is the assets and resources that help us achieve the P.

For example in the story of golden egg laying goose. P is the golden egg and PC is the goose that lays it.

Now most people only care about the P, not the PC. As a result, we don’t do anything to maintain our upgrade the PC. We only focus on pushing the PC to deliver more P. Then one fine day we destroy the PC, resulting in no more P.

This is relevant in our business and personal life.

In our business P can be the products we produce (that gives us revenue and profits). PC is the machinery that does the production. If we focus only on producing more and more, without caring to stop to repair and maintain the machinery, then one day the machinery will break down stopping the flow of produced good completely.

On a personal level, our P can be a happy life that we have with our family or friends. And PC can be the family or friends. But if we don’t do anything to improve and up grade your relationship with your family or friends, then the P (happy family) will suffer in long run.

So never sacrifices PC for faster gratification of P. Then you will end up like the man who killed his gold laying goose to get all the gold at once.

So what is your P and how are you treating your PC? Share your comments, opinions and experiences below.

Is Globalisation On Decline? Why It Matters To You?

Beware of Globalisation! Get Ready to face globalisation! Be Globalised ! These were some of the many thoughts that used to occupy the minds of entrepreneurs who were directly or indirectly involved in businesses from any sector.

The ambitious wanted to be a global company, via globalisation. The less ambitious was mostly scared of it. But did you know, Globalisation is declining since 2000.

So what trend is replacing it? What it means for your business?

Globalisation is the buzz word that we have been hearing for many years. Globalisation symbolised shipment of goods across the world, outsourcing of work to cheaper countries, etc. But post 2000, things began to change.

The 2008 crisis and the Great Recession made the international trade go down. But most of us believed that once the markets got back on tracks, the international trade will flourish once again. But surprisingly, it didn’t. Today, 10 years later, as we look back, we find that shape of Globalisation has changed dramatically.

The cross boarder trading of manufactured goods has declined and instead the cross border trading of services has increased!

This means goods that are manufactured in a country is sold more inside the same country, than it being exported, this also meant lower imports. This is because, companies are no longer seeking cheaper destinations to manufacture. For example, according to Mckinsey Global Institute, only 18% is the export from a low wage country to a high wage country. The reason could be automation, which depends less on manpower cost.

Countries have started identifying larger consumer markets for their products in their own countries. This is a major shift. It also means manufacturing of goods closer to the target market, instead of shipping it from across the globe. This is because, “speed to market” is very important in several industries where trends come and go very fast.

Another major shift is that a cross border trade shift , is happening with nearby countries. Which is called as regionalisation. Regionalisation is the current big thing. That is, companies are more interested in shipping goods to nearby countries or nearby states. This makes movement of goods faster, less expensive and increase customer presence by adhering to local cultures and trends.

So what does this mean to your business? small or big? what ever industry?

It means either success or failure. Failure if you stick on the old models (especially if you are in the manufacturing or EXIM business). Failure, if you are in the service industry and you cannot capitalise on this new wave of growing global opportunity.

It also means success to your business, if you locate your manufacturing units closer to your markets, you start exploring your regional markets (can be nearby states or nearby countries), or if you move into the “service industry” to tap the global demand.

So which side of globalisation history are you? the old chapter or the new?

Economics: Why Your Business Should Be More “Social”, “Caring” & “Humane”

Businesses of the past and present focused more on profits, by providing goods and services that customers liked. It can be at the cost of environment, exploitation of weaker sections of society, unethical practices, creating health issues etc. The customer usually didn’t care- and so businesses also didn’t care.

But in the last few years, we have witnessed a shift. Customers are becoming more concerned and vocal about how companies produce what they produce.

This shift is a result of the new generation in the market. The Gen Z or customers who are currently aged 24 or less. They are considered as the generation of truth and openness. They do not follow the values of the other generations. They have their own values.

Their values, preferences and tastes are quite alien to the Generation Baby Boomers (customers aged 60 and above) and Gen X (customers aged between 40 and 60).

And interestingly, when compared to Gen Y or millennials (aged between 25 and 40) they are less idealistic, believe in savings and job security than higher salary.

The Gen Z is more open, more tolerant to differences, nature loving, more ethical. They seek the truth in matters without perhaps diplomacy and compromise. A trait that older generations might find unacceptable.

They are also more active in opposing companies, governments, establishments that are against their values.

It is important for businesses that plan to stay long in business to know the Gen Z, as they are the youngest and growing population. Ignoring them is digging own grave. Knowing what they like and don’t like will help businesses to,

  • Design products and services that most suits them
  • Source raw materials from places that their customer does not have a problem with
  • Brand their products in ways that appeals to the new generation
  • Market their products in channels that they like to use and are available
  • Sell in a manner that appeals to them
  • Get more new generation to work in their businesses
  • Get more new generations to be interested in investing in their businesses

The list goes on as to why this new generation should not be ignored.

Among the various factors that Gen Z is concerned about is the ethical values and openness of companies to diversities. With the Internet and the information it provides at finger tips, they do study more about the companies and brands they use.

They prefer companies that,

  • Are honest and not do cheat
  • Does not exploit the nature nor people
  • Does not discriminate against different people based on sex, religion or ideologies
  • Does something for bringing goodness in the world

So if your business is not what they like, then be ready to close down in few years. As over the years, the percentage of Gen Z will increase in the market. And the percentage of other generations influenced by the Gen Z values will also increase.

Proactive Businesses: Growth Happens With Proactivity

Stephen Covey in his “7 Habits of Highly Effective People” lists “Proactivity” as the first habit to be effective. This is because, proactive mind is the foundation for all other habits that transform someone to be effective, is based on. So is the case with business organisations.

So what does it mean, for a business to be “proactive”?

Before answering this, we need to know what “proactivity” is, and what is its opposite.

Proactiveness for an individual means, a human taking responsibility of their own lives. Recognising that our behaviour is a result of our decisions and not our conditions. That despite the negativity around us from limitation of our body, our family, our society, our government, our economy- that we have the obligation to take a decision and be responsible to find a solution. That is instead of blaming everything around us (even if they do deserve the blame), we find ways to overcome it, rather than accepting it.

This is really tough. It takes real guts to actually do it. But this is what separates the winners from the losers. History is so full of it.

Same is the case of businesses. A proactive business is one, that takes responsibility of its own success. Recognising that its decisions, policies, strategies and tactics will define its path forward to success, and not the external or internal environment. It does not blame someone and sit back in losses. It finds a way out. It finds a way to grow.

And we have seen companies that are proactive, that rose from worst situations to be world leaders. In fact, it is during recessions and bad economic conditions, that new players come out of nowhere and bypass the old big players.

So what is the opposite of proactive? it’s “reactive”. Reactive companies are what we see all around us. Companies or businesses that react to situations, to new policies, to new regulations, to new economic challenges. Reactive people are always affected by the physical environment. Their success and failure is depended on the environment they are based in. Similarly Reactive Businesses, their success and failure depends on what is the state of the environment they operate in. If its booming, they do well. If it’s going down, they also go down. They don’t have a control over their status. It’s like a balloon floating in the air, or a paper boat in a river.

So what should businesses do, to be Proactive?

First they should have a Proactive Leader. The leader should inspire his team to build a proactive culture. A culture that breeds more people, who believe in the power of proactivity. Such people think, plan, take decisions in a proactive manner. The rest will be history.

Success is not easy. Success and growth is for the proactive ones.

PEOPLE WHO THINK BIG, SHOULD START IN PHASES

Why Think Big?

As Stephen Covey said, “Start with the end in mind”. Thinking big allows you to think ahead to your ultimate goal, and provide constant motivation and drive to achieve your milestones. And small achievable milestones make your mission a reality; pragmatically speaking.

‘Thinking big’ means being able to dream and visualise what you can achieve on an audacious scale: with no limits on your thinking.

It is about being open-minded, positive, creative and seeing opportunity in the big picture. It allows you to set a grand purpose, a raison d’etre for your business, which would clearly help to think about the various paths to achieve your vision.

And subsequently, achieving Big does not necessarily require starting Big.

Why Start in Phases?

It’s always enticing for Investors to start capital intensive retail businesses with huge fancy stores and designer-clad interiors, all in the hope that customers will be attracted enough to purchase from them. But that expectation falls short when the business realizes that they have not yet established trust, brand image or goodwill. And one would start to realise this challenge whence they see the huge overheads and payables which mounts to a large sum within a year of operations.

Today we live in an age of brand based marketplace, where the idea of brand image and brand associations are ever so important and those who play the brand game very well know how to tap into the psyche, sensitivities and personal priorities of the consumers.

Brand building uses various methods to associate their brand image with the needs of its customers, and thus customers come back for more of their products just because of their brand affinity and status correlation.

Take the example of the clothing brand Supreme, which has an immense cult-like following. With only 11 Brick and Mortar Supreme stores operating worldwide, they currently have a valuation of $1 Billion US dollars. Do you think that they spent an immense amount of capital worldwide to gain such a valuation and customer base?

No.

Supreme started its operations in 1994 with a small store in Manhattan. With their exclusive apparel and accessories for skateboarders, they focused their design and brand to accustom to the needs of skateboarding sub-culture and streetwear.

Their strategies included ‘affordable exclusivity’ and increasing scarcity to create hype. All of these have made Supreme, establish itself among global giants like Vans and Nike who are competing in the same market.

Creating a great sought after brand and establishing goodwill requires patience and carefully planned customer acquisition strategy. And much of the initial capital investment should be utilised strategically. And also by fine-tuning the value proposition based on feedback from its lead users.

Starting small requires less resources and can minimize the risks.

Scaling up should be done in phases with each phase implementing a strategic action. This phased growth strategy provides the firm with substantial time to find shortfalls and mistakes, and thus gaining knowledge to take corrective measures. Gaining steady momentum and scaling up to achieve growth requires one’s own ability to find mistakes and correcting their actions to mitigate future costs and capture larger markets.

Think Big, Start in Phases and Scale-up.

How Do We Win In A Hostile Environment

One of the biggest challenges that a Startup, Innovator or an Entrepreneur faces is the resistance and demotivation he faces from his own family, especially Father and Mother. People to whom you can’t talk back, people you are forced to listen to when they speak, people whom you have to see everyday.

It might be a taboo to talk about this. But it’s a reality that is preventing many from not starting anything, or not starting a business that they love to do opposed to what they ought to do.

Some parents are such wholesale dealers of negativism that it’s unimaginable. They use religion, emotional black mailing and even emotional attack to stop you from making that jump, or from continuing what you are doing.

I feel it’s the hardest part that our young entrepreneurs face. Many a times it’s about money. Most of our old generation do not see the beauty of creating something new. They are only concerned about the financial aspect, “so how much are you making now?”. And that’s it.

The measuring yard is only the positive cash flow, the rest (innovative product, a service that adds value to humanity, something that creates jobs, saves environmental etc) gets no appreciation from them. They see it with contempt. It’s always something that others have to do, not their sons or daughters.

How do we survive this extreme challenge, that erupts within our house itself? Positively ignore.

Just know that your life is yours (not your father’s, mothers’s, wife’s or even your kids). You don’t get a second chance. You believe in something, and if doing it makes you happy- just do it. You should learn to detoxify yourself everyday from the negativity that you heard the other day. If possible move away from staying with them (if you have brothers and sisters who are with parents- as they should never be made alone). And look into mirror and say, it’s not about money, big house than neighbour or bigger car than your friends. It’s about living a life that you won’t regret. Money is what you earn in process to get your family and yourself going.

Then you might end up making a multi billion enterprise or you might end up doing a small business. Either way, you die without regrets nor will you pass the responsibility of living “your life” to your sons.