Lowering Prices Can Increase Profits

A service provider recently sent me a bill for some work she had done for me. The job was not large, but I had requested a quote for the work before approving it, and when the invoice came, the price was slightly higher than had been indicated in the quote.

I debated the merits of questioning the bill, since the dollar amount in question was only $15, but I decided that it couldn’t hurt. So I sent off an email including the original quote, and asked for an explanation of the price discrepancy.

A few minutes later, I had my response. A new invoice was attached for the original amount, and an explanation of the difference between the two invoices. Apparently, there was a slight difference in materials used which resulted in the surcharge. However, she wrote off that surcharge once I pointed out that I had a quote for a lower price.

She didn’t have to write it off. She could have said that the change in materials justified the higher price. The material change was initiated by someone in my employ, and so I was actually responsible for that.

However, because she wrote off the $15, she made me happy. As a customer, I would now be happy to use her business once again, and to refer her to others. She made a solid business relationship that will ultimately bring her more business. The next time, the margin on the project may be larger, or the volume of referred business may justify the write-off.

Sometimes, the bird in the hand is worth less than the two in the bush. Releasing the one may result in two more coming days, months, or years down the line.

Sometimes, you really do need to pay attention to the big picture, and realize that what’s being debated isn’t worth the time, effort, or dollars you’re putting into it.

Failure to Charge Costs More than Dollars

Over the past few years, I’ve done a variety of small jobs for a variety of clients, with the size of the projects varying in size. A friend of mine with a similar, though significantly larger, business, is in the same situation. A recent conversation regarding pricing of our services made us realize something, when I got a bill from my graphic designer for my new business cards and was well aware I had been given a fantastic deal.

Jeremy and I have been forwarding business to one another for the last few years, and so when it comes to doing work directly for each other, we consider it part of a trade. Since the work we do directly for one another is generally a matter of minutes at a time, it’s rarely worth our while to actually bill one another. Instead, we stack it up to maintaining our reciprocal relationship.

This trading of services is useful for both of us, as it allows us to share skills where it would otherwise be extremely costly to get specific bits of work done. When it comes to charging for that work, though, we both take a different attitude, as it has the potential to seriously affect our individual businesses.

Quite simply, we have to charge a minimum amount to make it worth billing. That is, a $100 or even $500 bill is not likely to motivate either of us to perform at our best. With tiny projects, the margins are generally small to begin with, and if we have not estimated the size of the project accurately, can actually end up losing us money. As such, the motivation to work on the projects, and to complete them, are reduced significantly.

Once we get to the larger projects, this becomes a smaller issue. With larger buffers in place to allow for changes in our understanding of the scope of the project, we less likely to lose money by completing the project. With a larger payout at the end of the work, we’re more motivated to complete the work.

Realizing this made both of us come to an understanding about what we need to do – we need to charge more for the smaller projects, even if we leave the price for larger projects the same. That is, it is no longer effective to take on tiny projects under a certain minimum, because we’re not likely to shine there due to a lack of motivation.

When you’re starting out, the small projects can be really useful by getting your name circulated and build out your portfolio. But as your reputation grows, you need to start cutting the small projects with the non-existent margins, and start focusing on the bigger things.

Investor Takes a Bite Out of a Business

Last week was the premier episode of Dragons’ Den, the CBC show where entrepreneurs pitch their business ideas to five investors. The point of the show, from the perspective of the entrepreneurs, is two-fold. First, there’s the exposure on national television and the chance to get a fair bit of marketing value with minimal risk. While I don’t under-rate this purpose, though, there is another which is the topic of this series of articles.

The second purpose of the show is to land an investment, and to that end, the pitches are meant to showcase the business as a lucrative investment. As a result, there are many lessons to be learned from the show for any business owner looking to attract a bevy of investors over to their company.

When the father and son walked onto the Den to talk about their business, they were introduced as running a waffle business. From past observation, food generally does not perform well on the show in terms of garnering an investment, for a variety of reasons. Part of this is the fact that one of the five investors is Jim Treliving, owner of the Boston Pizza chain, among other businesses. He knows about the difficulties in selling and marketing food, both at the wholesale and retail levels.

Renaat Marchand of Wannawafel, however, wasn’t pitching food. He was pitching a franchise, something else that Jim Treliving knows about. But in order to get Jim and the other dragons talking, he fed them the product.

The unit looks much like a hotdog stand, which can be hitched behind a trailer or car and set up pretty much anywhere. Capable of serving about 100 waffles an hour, the business is intended to operate as a franchise, with the owner of each unit operating in a certain area independantly of all other units.

Renaat served the dragons a sample waffle, and they were all hooked. Using a Belgian recipe that results in a recipe that had all five dragons smacking their lips, he was able to convince the dragons to listen to the idea for the business. As he runs a successful unit in Victoria, BC which has gotten favourable reviews, Renaat didn’t need to go any further than explain why he was talking to the dragons in the first place.

As it turns out, Renaat needed the money to enter the franchise business, to set up the legal side of things, and to get more branding that would be recognized everywhere. While the cost of the trailers is not insignificant ($20,000 each), that money was to come from any potential franchisee.

The dragons saw that Renaat knew what he was about, and once Jim Treliving expressed an interest, there was little the others could do to become involved. While Jim asked for 50% of the company for his money, he made it clear that he wasn’t planning on running the business.

Although, with 50%, he can exert significant influence on the company if necessary. But he’s coming in as an investor, not a business manager.

A Matter of Perspective

There is a known pair of sayings from Albert Einstein:

No problem can be solved from the same level of consciousness that created it.

We can’t solve problems by using the same kind of thinking we used when we created them.

This can be explained as once you see the solution to a problem, the problem itself no longer exists. Perhaps you have to do something to remove one of the side-effects of the problem, but the problem itself is now a non-issue.

Some people are better at resolving problems than others. In a certain sense, we might say that someone who is unable to see the solution is unable to change perspectives. If, when a solution is proposed, they remain unwilling to change perspectives, this would be a form of close-mindedness.

Sadly, when this happens, it is often being done subconsciously, in that people are unaware that a shift in perspective can resolve a significant number of problems they face. In business, this can be extremely detrimental to the potential success of a business. This is, perhaps, one of the main reasons that business owners should be paired with someone that they can discuss and debate problems in the business.

Most people have such support around them, whether a co-owner or manager in the business, a professional advisor, a family member, or a friend. If you find yourself without any of these, your best first step is likely to bring someone into your confidence who can point out the problems you can’t or won’t see in your business, and help advise you on potential solutions.

In short, every business needs a mentor, either internally or externally. The purpose this mentor serves is to offer an alternative perspective on the business, who can help you, the owner of the business, to identify and resolve potential problems before they cause significant damage to the eventual success of your business.

Owners and Managers Don’t Mix

On a fairly frequent basis, I have occasion to talk to business owners and business managers through my work. One owner made a fairly astute observation about the role an owner plays in a business versus the role a manager plays in a business. It was summarized as follows:

An owner and a manager of a business cannot exist for an extended period of time in a single individual.

Of course, there is a limitation built into the statement itself – most businesses start out as a single person, or a couple of people, and only over time does the business grow to the point where ownership and management can be split into separate people. Perhaps another way of looking at this is that when a business starts, its concern is tactics, or how it will survive in the short-term. As the business grows, an additional concern begins to take shape in the form of strategy, that is, how the business will survive in the long-term.

The same person cannot deal with both tactics and strategy at the same time. The simple reason for this is that the two are frequently at odds with each other. An action might be needed to manage cash-flow today which removes funding from a project that will carry the business through the next year. Neither option is right or wrong, but a single person is not likely to be able to balance both needs fairly.

The owner is generally concerned with strategy, since their role is the ultimate bottom-line of the company. This means that the owner is likely to be out chasing sales, to be out bringing in more business of the nature in which the business is intended to grow. That being the case, it would not be possible for that person to also manage the day-to-day business of the company. As a result, one of the first hirings a business will find itself making is to get that of an operations officer, or office manager, who will take over that aspect of the business, allowing the owner to focus on the future.

Personal Mannerisms and Business

In the workplace, whether large or small, the personalities of people in the environment are rapidly recognized by all. Whether it’s peers, supervisors, or subordinates, people understand how those around them will act in many scenarios, especially those common to the workplace. Failure to recognize this fact can have serious ramifications.

Of course, most people are aware that abusive behavior is not acceptable in the workplace, not inclusive of the eventual lawsuit when the abuser explodes at one too many people. However, this is merely the tip of the iceberg, as other forms of manipulation and control can be exploited based on an understanding of the human nature of the people in your work environment.

What must be remembered is that “business is business” and is therefore cold and calculated. That doesn’t mean the people involved in business are always cold and calculating, but the bottom line for business is results, and what will achieve the desired results. As such, attitudes, and mannerisms should reflect this fact, according to each person’s natural tendencies.

Awareness of the attitudes and mannerisms of those around us leads to manipulation, whether deliberately or subconsciously. Children intuitively know how to do this, knowing which parent for permission to visit a friend, to stay up late, or get some candy. Adults are no different, knowing which co-worker will be willing to cover a shift, which supervisor to approach for approval on a project, and who is likely to take credit for work done by others.

The knowledge of all this human nature results in an environment in which manipulation is occurring, whether people like it or not, whether acknowledged or not. If people ignore this fact, they will eventually discover that they are the ones being manipulated. Being aware of this fact will change who is manipulated. The one aware of the manipulation can project the appropriate mien to achieve their own goals, to give the appearance of being manipulated when it suits their objectives, and at all times, to consider their implications.

The second result of being aware of the implications of your mien on the people around you is that you can retain control of what happens in any situation. Whether you choose to project a loud, irate look, or a dominated, submissive impression, it is done with absolute calculation, in that a desired result can be arranged via that particular mien. Neither projection is right, neither is wrong. Both are merely tools in the arsenal of the person on the road to success.

Everything is Good – Until It’s Really Not

I’ve been called a cynic many times, perhaps because I tend to see situations with a negative spin, or, as I prefer to call it, a realist’s perspective. It’s not that I don’t believe in having an optimistic approach, it’s that history has demonstrated that being prepared for the worst is rarely a bad thing.

In business, this certainly holds true. While one might hope for the best possible outcome, you must also be prepared for the worst. What if your competitor launches a product similar to yours at the same time you do? What if that product is actually better than your own? What if it’s also cheaper? Do you know what you would do in that situation?

That’s not to say you should focus on the cynical approaches to life. Doing so is more likely to frustrate people around you as they attempt to cope with your dour outlooks, and long for the days when everything was cheery and bright.

However, while your energies and focus should be squarely planted on the direction you hope your business will take, there should also be some nagging thoughts garnering some attention. That attention should be devoted not to hampering the efforts of your goals, but rather, on preparing an alternative plan, or, as it’s more commonly referred to, your Plan B.

A small business looking to launch a product might have a focus on one market, but at the same time, spend a little bit of effort in pursuing some alternate markets, with slight modifications to the product. Alternatively, a service-based business might run some consulting on the side to generate some cash-flow for a rainy day.

If you truly understand that your best-laid plans can come to a complete stop on account of some event out of your control, you will make sure that you don’t have one set of plans, but rather, several sets, and as each gets side-tracked or waylaid, you immediately shift over to the next plan.

The ability to maneuver easily to changing conditions might be what sets aside your business in the turning tides from those that find themselves stranded high and dry.

First Steps for a New Business

I just helped another business get started. No, I wasn’t involved in the product or service being run by the business, but rather, in setting up the business in the world of mass communication and interaction.

My wife registered as a Fitness Instructor, and is running a few classes in the area. As she just started running a couple new classes, she wanted to make sure that enough people knew about the classes to get a decent showing each time. This is where I came into play.

While she focused on getting her classes set up, finding a new location for each one, and working out details with the various locations, I thought about her ability to market herself online. She already had a page on Facebook from some previous classes, so she quickly posted an advertisement there.

Next, we registered her domain name – lindsaykochman.com – to make sure that we had something to start with. While she may not always use her own name for her business, it would buy her some time until she decides what name to operate under. Additionally, with her name becoming in use and people searching for her online, it is prudent to own your own name online.

She would need more than a domain, though, she would need a website. Nothing terribly fancy, but a place where she could post her class schedule, push out additional information about herself and the classes she runs, and most of all, begin working on her mailing list. For all this, the answer was a basic hosting plan with WordPress running on it. The famous 5-minute setup actually takes a little longer in elapsed time, but also means that once set up, she could manage the content of the site on her own.

A couple hours after starting, she had a website up and running. It included a mail sign-up form (using G-Lock Opt-in), a basic schedule, and some basic information. Analytics for the site were added so that she can track visitors to her site, and a contact form to allow people to get in touch with her was added.

The entire cost for this was less that $100, the elapsed time was about 3 hours from start to finish. The result was that she’s set up and ready to go, with all the basic pieces in place for whenever she chooses to use it.

When you started your latest idea for a business, did you put all this into place? What else did you do to help your business get itself off on the right start?