The power of just ONE more unit.

There is such leverage in high gross profit margins once a company is past breakeven.  Every dollar of gross profit falls to the bottom line, increasing net profit faster with each transaction.  A ten percent increase in revenues for a company with 50% gross margin and 5% net profit before the increase would double net profit for the period with that ten percent increase in revenue.  That’s impressive sales leverage.  Just to be fair, a 5% cut in costs would also double net profit.

The point is that once a company is stable at or above the breakeven point, one incremental unit generates robust increases in net profit.

In an Internet-based business, power comes not just from high gross margins, but also from an increase in the percent of conversions from “look to book,” as the term is used in the hotel industry.  Visit to purchase, click to close, or other terms are used in various industries to describe the measure of conversion rate from initial Growing_businesslanding on a page displaying purchase information about a product or service.  No good Internet-based business fails to measure conversion carefully and experiment with photo placement, ad words, key descriptions, product positioning – all to increase conversion.

[Email readers, continue here…]  The major focus that used to be in using the direct mail business to drive sales is now focused upon email marketing campaigns, social networking marketing, building buzz, and location-based sales using tools to recognize shoppers at the point of sale.  All of these new tools are used to drive sales of the incremental unit, sales that would have been lost if not for the ability to recognize specific qualified buyers from within the general public.  Cheaper marketing cost – more targeted to a ready-to-buy audience, driving incremental sales, has been made possible by the use of the Internet to seamlessly gather information and present offers at the right time to the right potential purchasers.

If you are still worrying over what tools you need to reach your potential customer, perhaps this is the time to reach out to the new class of marketing professionals who understand how to capture and utilize targeted data and present products and services to a pre-qualified audience at the right time for increasing purchase decisions.

Posted in Growth! | 4 Comments

Cast your net where the big fish swim.

This is one of those “My dad used to say” homilies.  You’ve probably heard the accompanying “It takes just as much effort to sell a small deal as a big one,” over the years.

The truth of this is more nuanced.  Some businesses will prosper in the shadow of larger competitors by specializing in those smaller accounts that are just not attractive to those with higher overheads and larger aspirations.  But for most, the true sign of success and potential for even more is in the landing of a major account, one that validates the pricing, quality and competitive advantages of a company’s offering.  For this reason alone, it makes sense for most of us to aim high once we have worked the kinks out of our offering with smaller customers.

On the other hand, the worst thing you can do is land a big fish when not prepared to reel it in.  It is hard to recover from any failure to perform, but doubly so when the customer is highly visible in the industry.  So it is worth building the business’s capabilities through stages of customer size if the goal is to serve the biggest and outdistance the competition at that level.

[Email readers, continue here…]  I am on the board of a services company that specializes in the middle of the market, knowing that very large competitors throw lots of resources at the largest accounts – resources that our company just does not have. Rather than being constantly beaten in this arena, the company has chosen to Growing_businesscompete in an area of the market it can defend with superior service, which the larger competitors – with their higher cost structure – could not reproduce in smaller accounts without large losses.  Further, scaling the enterprise and its infrastructure to go after the few very large accounts would be at the cost of development for the midrange of the market and perhaps subsequent loss of that share to others.

And I am reminded of a cousin of mine who years ago sold custom window blind product to Sears, by far his largest customer, scaling his plant to produce more and more for Sears as orders flowed.  One day a sixteen wheeler full of returned product drove into his loading area.  Sears, which granted a no-questions-asked return policy to its customers (even for customer errors in measuring their window blind orders) just dumped the product back on the supplier without explanation, nearly bankrupting the small company.

Even though there are many advantages to casting your net to attract the big fish, you should be well aware of the risks involved and have resources available to manage those risks.

Posted in Growth! | 1 Comment

Corporate whistle-blowers fulfill a function.

Assuming first that a corporate whistle-blower is not tooting about you individually, such a class of people have been granted protections under the law and serve a function that needs to be acknowledged.

First, the assumption is that such a person is not making his or her gesture for personal profit, but to give proper notice that there is something illegal going on within the company that the person cannot accept and must tell someone about.  Note that I use the word “illegal” to differentiate the tell-tale from the legitimate whistle-blower. A tell-tale almost always has a motive based upon political or personal gain, with the exception of when there is a perception or the reality of any form of sexual interference or bullying being reported.  That’s a subject for a separate discussion, and there are civil penalties as recourse for such proven behavior.

Whistle-blowers, on the other hand, if not motivated by a personal reward, are often brave beyond need, risking job and reputation to call attention to an illegal act or acts.  If the person comes to you with evidence of such acts, you must act immediately to address the issue, often including reporting the incident to the authorities along with the whistle-blower.  That’s particularly tough if the consequence is going to be severe against the company itself.  But, if we have learned anything at all Advanced Berkonomics soft front cover-smallfrom the last several decades of such incidents reported from within highly visible companies, covering up the problem results in amplifying it beyond anyone’s wildest imagination.  Quickly dealing with it and the consequences always is the lesser of numerous alternatives.

[Email readers, continue here…]  And of course, the whistle-blower is protected by law and cannot be punished in any way for the deed of reporting a wrongdoing that breaks the law, whether later proved true or false.

Some agencies offer cash rewards for whistle-blowers that are in proportion to the amount recaptured by a taxing authority or penalties assessed.  Such rewards blur the heroic act into one where personal gain can easily be assumed to be more of a motive for a good deed than brave action. And there are raging arguments from company offices to the halls of Congress about whether a whistle-blower should or must first approach senior management within the company before reporting to authorities. But, no matter what the outcome or how high the reward, that does not change the protection the whistle-blower has under the law.

Posted in Protecting the business | 2 Comments

Safety first. Profits follow.

Much of work place safety is common sense.  But there is a natural tension between economy of operation and provision for safety for employees, and the resulting risk to the enterprise must be carefully weighed.

Good boards of directors have a committee of the board to deal with “audit” issues, which should include analysis and recommendations to management about workplace safety as a part of a broader issue of risk management.  After all, the board and management together are responsible for keeping the company alive, protecting the corporate asset on behalf of all stakeholders – including shareholders, employees, and customers.

Advanced Berkonomics soft front cover-smallEspecially in a manufacturing environment, there are laws created by those who have experienced the result of accidents by others that impose upon all companies the hard-earned lessons from the past.  Many of us groan when reading or hearing of these detailed, burdensome rules and laws.  Yet workplace accidents are harmful to health and safety for all, to morale, and they ultimately cause financial hardships upon the company, whether in the form of lost productivity, increased insurance cost, or debilitating lawsuits that inevitably follow.

[Email readers, continue here…]   No company, even the smallest, is immune to safety issues.  In this computer keyboard-driven office world, programmers, accounting and office personnel, and many others are exposed to carpel tunnel, back, and leg and neck problems, just by sitting in place.  The risk of injury, worker compensation insurance claim, lost productivity, and lawsuit are only slightly less in the office than on the factory floor.

And how do you protect your employees who travel when on the road?  Are you and they aware of the procedures for informing insurance companies, their managers and others in the event of an accident while on the road?   How do you and they respond when out of the country? To whom do they turn when in unsafe environments, let alone after an accident, when isolated from their local infrastructure?

None of us likes to think of these issues which detract from the focus upon growth and customer service.  But these very issues can derail the best of organizations at the worst of times.  At the very least, management and its board should discuss the exposures to safety risks and how they might be mitigated in advance.

Posted in Protecting the business | Leave a comment

Disaster Recovery and other happy subjects.

Have you ever lost all of your data on your smartphone, laptop, or desktop PC?  If not, it is probably only a matter of time until you do.  Those of us who have experienced this heart-stopping event now regularly back up our data and many of us create images of our entire hard drives often, ready this time to address an effective recovery.

But what about the shock of a fire, a major natural disaster, or even the loss of an important company top executive?  Are you or your board prepared to immediately jump into a pre-planned recovery?  From experience on more than forty boards over the years, I can state that few have even considered the possibilities.  All of us have a phone listing of our employees and associates. But very few have a phone tree for simultaneous contact of larger numbers of people to marshal a recovery from any type of disaster.

Buiilding_BoardsBoards of directors for companies of all sizes should have a person or better yet a committee dedicated to considering the preparations for disaster recovery.  Often, we consolidate this task into the audit committee of a board; and often we expand the subject to ‘risk management’ which includes examination of all forms of risk, from insurance coverage to OSHA compliance and more.

[Email readers, continue here…]  When a company is very small and the company’s assets reasonably replaceable with existing or easily borrowed funds, the event is less likely to threaten the existence of the organization.  As a company grows in size and complexity, more stakeholders depend upon the wisdom of the CEO and the board to think in advance of these unpleasant things, and to attempt to insulate the company’s dependents from a disaster.

How about yourself?  Have you been open in sharing your knowledge and talent with a backup, or even a potential successor?  It is prudent and certainly a sign that you take this responsibility personally as a leader among your peers and subordinates.

I have three unfortunate examples in my past of founder-CEOs dying suddenly at their prime.  The shock to each organization was a threat to the very core in all three instances.  Yet as we will discuss in detail in a future insight, in one, the board stepped in immediately to reassure the stakeholders, elect a new CEO from within the board, and reach out to the community with a plan for succession that allowed the business to continue with minimal interruption.  In another, the creditors threatened to close the company, and the board was completely unprepared to respond.  The contrast was quite a lesson to me – one that I would never want to repeat as a board member or senior manager.

What if?  How about dedicating at least a half hour of your next executive or board meeting to the subject, and creating a checklist and assignments for covering at least the greatest three risks identified?  It is yet another sign of your growth and growing wisdom as a leader.

Posted in Protecting the business | 5 Comments

Refresh your enthusiasm for the job.

So you’ve been at this for years through thick and thin, great days and days in which you’ve had better times.  Much of your job has become routine.  But it feels good to see your “baby” grow and others buy into your vision.

It is human nature for you and every entrepreneur to fall into a routine of taking care of day to day issues, meetings, communicating with customers and shareholders.  But you remember the thrilling days when everything was newer, each decision an event, each milestone something to be celebrated.  If you think about it, you also remember that you spent much more of your time on strategic issues and thinking about the business and its growth, as opposed to thinking within the business about its process issues.

Your value as a CEO or executive is inherent in creating the vision, providing the drive, and forcing focus upon successful implementation of the vision that you bring to the enterprise.  It is where the fun is.

[Email readers, continue here…]  So, how do you regain that enthusiasm for what is best for you and for the company?  There are a number of things you can and should do, and soon.

Take a day – a full day – off to walk, sit, and think of where you want this company and your role in it to be in the future.  Don’t let interruptions from emails, phone calls and people at the door interfere with this focused effort.

ProtectingThen call a strategic planning session, off site, for you, your board, your advisors, and direct reports.  If needed, hire a facilitator. And provide for someone to take notes.  Lay out your vision to those present as a starting point.  Ask for comments, challenges, and additions. Then spend the rest of the day developing strategies and tactics to get you there.  Finish the process by refining the resulting document, passing it through the same group for comments.  Then call an all-company meeting to focus everyone on the vision, goal, strategies and tactics.  Stand back and watch for the reaction. Most everyone wants direction and to buy into a vision that makes their jobs have meaning.

Starting the very next day, begin monitoring progress toward the goal or goals, raising your job to one of strategic implementation and guidance, not of day-to-day process.

Your value will increase in the minds of your board, and you will feel much more enthusiastic about your contributions to the success of your enterprise.

It’s your move.

Posted in Growth!, Protecting the business | 3 Comments

Play Nice!

When you were a kid, surely at one time or another, Mom or someone reminded you to “play nice” when you got a bit rambunctious with your friends.   I was reminded about this by Mark Wayman, a friend and reader, who applied this statement to his recruiting environment. He called out those people who focus upon executives who burned bridges with threats and lawsuits, instead of just picking up their toys and moving on after a bad business breakup.

Over the years, I have reminded departing employees in their exit interview that we should always, always both take the high ground and speak well of each other, since we never know when we will meet again under entirely different circumstances.  And indeed, former employees (not necessarily disaffected or threatening in their departure) have shown up regularly as suppliers and customers in various companies in subsequent months and years.

DB Concordia2There is no immediate gain in threats to an employee or by an employee.  But there certainly is an immediate loss of respect and the start of a series of events that sometimes cannot be stopped.  A threat of a lawsuit results in that person being immediately isolated and sometimes removed – if the employer believes there is enough evidence of misconduct or poor performance in the file to justify immediate termination.

[Email readers, continue here…]  Short of threats, bad-mouthing a former employer or employee is the worst possible behavior when considering the effect upon the corporate culture if the offender is the employer, and upon the person making the claim if by a former employee.  The point is that no one wins in this kind of word war.  And if it ever gets to a lawsuit, both parties lose a second time as the lawyers take control and costs escalate out of control.

Mom’s advice is almost always right – for business as well as for personal relationships.  Never strike out at anyone before first cooling off and thinking about the relative worth of the effort against the long term gain or loss.  The resulting effort will be surely muted and couched in a way that you’ll avoid retribution.

Posted in Depending upon others, Surrounding yourself with talent | Leave a comment

Cash – is time – is cash.

Here is a simple economic truth.  Fixed overhead continues to eat into your cash month after month.  It doesn’t differentiate facile, efficient businesses from slow, disorganized, quality-challenged ones.

If it takes eighteen months to get a new product out the door and into the market, and if a product’s gross margin is ten dollars but the corporate overhead is a million a month, it will take the sale of 67,000 more units to break even than if it were to take only six months to market.  If the total annual potential is 100,000 units, the slower cycle to market just cost the company two thirds of a year in the product’s profits.  With today’s rapid obsolescence, that could be the entire life cycle of the product itself, lost because of being slow to market.

ProtectingAnd profits from the sale of the product create cash for development of the next product.  If the time to market is slowed by inefficient development, the risk of a competitive product overtaking yours increases dramatically.

[Email readers, continue here…]  So the truth of the statement is self-evident. Because fixed overhead burns cash, extended development cycles burn more cash, preventing earlier sale of product, to create even more cash.  Efficiency in development pays off in less cost and earlier competitive products, often producing greater market share in the process.

Have you considered how to make your operation more efficient as an important way to increase cash flow?  Most of us are quick to worry over cutting costs.  Some of us worry over how to greatly increase revenues.  Few of us worry over how to squeeze more efficiency out of the development cycle or from the organization itself.

That’s your challenge for the day, week, and month.

Posted in Protecting the business | 2 Comments

The “buggy whip” trap.

Surely you’ve heard the buggy whip analogy.  A business making those necessary items ignored the signs of progress and found itself without a market.  Perhaps that happened to sword smiths upon the invention of the rifle, and certainly to the makers of cassette tapes upon the dawn of the CD.

I found myself in the middle of such a slow-rolling change twice in my career.  First, in the late 1960’s (yes, I know, a long time ago), there were 31 phonograph record manufacturing plants in Southern California alone.  By 1975, there were only two.  That is sudden change, brought about by the fast acceptance of the cassette, which in turn gave way to the next technology, CDs, after a rather short lifecycle.  Record plants were noisy, dirty places, using chemicals I can only imagine now rest somewhere in the ocean, to electroplate the “stampers” and press the records.  Cassettes, in contrast, could be manufactured in small rooms with much less expensive equipment and no damage to the environment.

Three_Berkonomics_Fronts_blackThe second time I learned the buggy whip lesson was at the dawn of the personal computer age, and this time we guided our firm without a hitch from minicomputers to networked PCs, even growing the business as we gave up the lucrative $100,000 hardware sales in return for service fees to network our customers’ systems, install our database, and migrate to customer-purchased desktop and servers.

[Email readers, continue here…]  Here it is, not so many years later, and the signs are more subtle yet, but the speed of obsolescence is much faster.  Take for example, the public’s quick acceptance of Facebook, Zinga, Mixi, and other social networking portals, leaving early leader MySpace wondering what happened to their comfortable lead and large fan base.  With rapid sharing of information and recommendations, a fickle public can change its mass preferences seemingly in an instant.

How do you spot the buggy whip trap and differentiate it from a simple business cycle slump?  The answer is simple, but somehow out of reach for most senior executives and entrepreneurs.  Micro trends may seem to be a whisper, as mini-trends follow with leading adopters making a bit of noise.  It is those leading adopters who take the chance on new technologies, new companies, new styles, and new idioms.  That is why so many larger companies pay specialty marketing firms to find, court, and listen to those individuals who lead the pack in taste and action.

For those of us who don’t have the resources to hire these expensive market trend-watching firms, there are more simple yet effective opportunities.  Usually, technology and style trends begin with those aged between 15 and 23.  And which of us doesn’t have at least one close relative or child at or near these ages?  Have you ever asked for an hour of such a relative’s time to discuss what’s “cool” or “coming” or “must have” in their lives?

It is human nature to protect one’s investment of money, time and brand in an enterprise.  That leads naturally to a resistance to change and inability to willingly move to replace your own product with something new that will kill its revenues.

But we all know that if we do not do it when offered the evidence of obsolescence, someone else will.   So, are you investing in your own form of buggy whip product or service today?

Posted in Growth!, Protecting the business | 5 Comments

What if you don’t know what to ask?

Great executives and managers seem to intuitively know what they don’t know.   But it is not at all uncommon to not even know what questions to ask.

How do you avoid being sideswiped by the new product you never saw coming, or by the “black swan” event no-one ever thought of – that might threaten your business?

Speaking with a roundtable group of fellow associates, most all of them CEOs, we addressed this question and spent an hour brainstorming how to protect against just such a lack of forward vision.

One CEO stated that she engages regularly in scenario planning with her executives, asking “what if” questions to explore the edges of the group’s thinking about everything from disruptions of supply to changes in customer taste to acts of God such as floods or earthquake.  The group agreed that this is an excellent process, engaging the entire team and members’ experience to explore the unknown.

DBconsulting1But what if no one in the group thinks to ask the pertinent question that leads to the most impactful unknown?  What if that threat is outside of the experience of anyone in the room?  What if no one knows what to ask?

[Email readers, continue here…]  Another CEO chimed in with an answer that made us all think.  Most every technology advance has been predicted in works of fiction years before the fact, he stated.  Why not look to fiction for clues?  From devastating events like tsunamis to future user interfaces predicted in such films as Star Trek or Minority Report, there are liberating clues within the experiences of most of us.  Think of Flash Gordon or Dick Tracy, characters from many decades ago with communication devices that have not only come to life but have been far surpassed in reality.  Tom Cruise’s virtual handling of graphics by hand movements came true only a few years later, even popularized as a game with Microsoft’s Kinect system driven by body movement alone.

Our frame of reference must be as broad as possible when asking “what if” questions to protect our future.  Read more science fiction if you are involved in technology.  Read more disaster novels to expand your thinking to the very edge, even if only for a minute as you examine what and how to react to the unknowns that are sure to someday challenge us.

Posted in Positioning, Protecting the business | 3 Comments