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Start-up Advice

Create a Winning Mission Statement

A good mission statement is a powerful marketing and management tool.

Bertie du Plessis

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Don’t underestimate the power of words in making your business work! Your mission statement can be one of the most powerful tools to market your business and keep your employees (and yourself) focused and motivated.

This is what David J Collis and Michael Rukstad said about mission statements in the Harvard Business Review of April 2008:  “The value of rhetoric should not be underestimated. A 35 word statement can have a substantial impact on a company’s success. Words do lead to action. Spending time to develop the few words that truly capture your strategy and that will energize and empower your people will raise the long-term financial performance of your organization.”

Unfortunately there are mission statements and then there are mission statements. The majority of them are appallingly bad.  We’ve all heard the smug declarations that “This company’s mission is maximising shareholder value.”  Uggghhh!

Of course companies must maximise shareholder value, but it is meaningless as a mission statement, unless of course you are an investment company!  It’s about as informative as saying “good morning” when you meet someone.

Surely what we as clients and your employees are interested in is “how?” And the “how” shouldn’t sound like a legal document, covering all bases. Coming to think of it, the expression “maximising shareholder value” is pompous. Why not simply: “We want to make money for our shareholders?”

Short, sweet, effective

Here is a (thankfully!) short version of the ‘maximising stakeholder variety of mission statements’: “The Company’s primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.” Would you have guessed that ‘they’, Dean Foods Corporation, were a food and beverage company?

Compare those statements with Fortune 500 Company ADM whose business is agricultural products: “To unlock the potential of nature to improve the quality of life.”  Short, sweet, effective! Please, remember, you needn’t say it all in your mission statement.

There are other elements of your corporate profile, such as your slogan or strapline, your values and your vision statement that will tell the whole story. Keep every single element of your profile, such as the mission statement, focused and crisp.

The problem with all these “maximising shareholder value” mission statements is that they don’t sit well with clients. To the client it sounds too much like “we will fleece you to the last Rand.” Or: “Look at our smiling shareholders, how happy they are after we have squeezed the last drop of blood from you!”

The mission statement is your opportunity to explain to clients why your business exists at all. And no matter how important it is to make money for your shareholders, that is not the reason why your enterprise exists. Your enterprise exists because it addresses a need in the world out there.

Meeting clients halfway

Real people of flesh and blood need groceries. That’s why SPAR, Checkers and Pick n Pay exist. An enterprise’s reason for being is in the needs of their clients. Only by fulfilling clients’ needs efficiently and to their satisfaction can you make money for yourself and your shareholders. See?

So this is where you begin to craft your mission statement, by asking: “What needs do my enterprise fulfil?” What is our reason for being?  If I had to close my doors tomorrow, who else in the wide world out there would miss us and why?

Would anyone except employees and shareholders burst into tears if we had to cease to exist tomorrow? Your mission statement must tell your clients how you are going to help them.

The beauty of it is that your employees will also know what they are supposed to be doing and why they are doing it!

The perfect mission statement

In my consultancy I always use Winston Churchill’s statement to the British people after a disastrous start to World War II, as the ultimate mission statement:

“You ask, what is our policy? I will say: It is to wage war, by sea and land and air, with all our might and with all the strength that God can give us; to wage war against a monstrous tyranny never surpassed in the long and lamentable catalogue of human crime. That is our policy.”

Well, no doubt hey? No room for misunderstanding, everybody knows what’s to be done. You are in for a helluva fight; don’t even think of raising the white flag.

Now, not all of us live in such exciting times and with such a historical mission to accomplish. Most of our businesses won’t be defined by fighting for a cause. Don’t expect your corporate cleaning services business to have such an exciting, heroic tone to it. But you can be just as explicit, clear and convincing.

The following is a thankfully short, but inappropriate mission statement: Our goal is to be the leader in every market we serve, to the benefit of our customers and our shareholders.” The Dover Corporation is an equipment manufacturer.

What they have here is not a mission statement, but a strategic goal, to be the leader in every market. As a company you have more than enough room for telling all and sundry what your strategy is, but in the mission statement you must tell everybody what need in the real world out there you are addressing.

Let’s compare it to the mission statement I have helped to create for corporate cleanings services company, Libera: Our mission is to create hygienic, aesthetic, productive environments that comply with all regulations.”

This tells us that our premises will be both germ free and pleasing to the eye so that we can get your work done with a smile. Also, you won’t be surprised by the health inspectors, because all the paperwork will be in order.

You can imagine the presentation to a prospective client ticking these boxes one by one. You can imagine when walking the CEO through the premises pointing out why this spot is hygienically clean, not only appearing to be clean; pointing the finger to how esthetically pleasing that corner over there is, once a horrible eyesore.

Then indicating how productivity is enhanced in this clean and pleasing environment. Then, finally quickly running through the list of regulatory requirements and putting the CEO at ease that all has been taken care of. You can also imagine the supervisor doing inspection with the cleaners and asking:

“Here are the results of the tests, this is not hygienic. Look there, do you think the people who work here will want to face that every day? How are they going to work here, if we leave it like that?”

The mission statement must keep you and your employees focused on the reason why you are being paid by your clients. Good to remind shareholders too, where and how the money comes from. The mission statement must focus the clients’ attention on the reason why their cares have been relieved and why they can sit back, happy and content.

So, what’s my mission for my consulting business? “I help you to differentiate yourself from the opposition.” This is the main purpose of strategy and branding. Need I say more? Follow my advice, get a mission statement that reminds your clients how lucky they are to have you help them and you will be different from the herd in both in marketing and management!

Bertie du Plessis founded his successful consultancy firm, MindPilot, 17 years ago. He names several of South Africa’s blue chip corporations among his client list and has taught as a lecturer and guest lecturer in six different disciplines at tertiary institutions. His fin24.com blog is the most read business blog on the 24.com domain. Visit Bertie Du Plessis's website for more information.

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Start-up Advice

Start-ups Need More Than Money To Succeed – They Need Smart Money

Start-ups need investors who bring not only cash to the table, but also their networks and business acumen.

Max Lyadvinsky

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Ask any start-up what the single most important element to success is and – more often than not – the answer will be money. Financing always ranks as a high priority for the small fish trying to make it happen in the big pond of business – but often discussed with less fanfare is where this cash comes from and what will come with it. These are actually the most important details to a start-up.

That is not to say that money is not important. In fact, the second most common reason for start-up failure is lack of funding, according to CB Insights. Although, perhaps ironically enough, the top reason for start-up failure is lack of market need – a problem which could have been identified and avoided by investors who bring money with direction and money with experience.

Start-ups don’t just need money, they need smart money.

Start-ups need investors who bring not only cash to the table, but also their networks and business acumen. Essentially, they bring experience and direction to outfits that are usually inexperienced or directionless. So, let’s talk smart money and the start-up.

What is smart money?

“Smart money” refers to investors who are simply more intuitive and aware of market movements and business health. The Financial Times describes “smart money” as “sophisticated investors who tend to pick the right moment to buy or sell assets because they can identify trends and opportunities before others do.” These investors calculate based on history and profit and invest accordingly. Where they go, other investors follow.

These business heavyweights are invaluable to a startup because they put more than simply their money where their mouth is; they also invest their expertise. A start-up could have all the money in the world but it will fail more without the proper business direction and market placement.

Smart money works best for start-ups when nascent businesses pair with investors who provide a holistic approach to business. They can help in hiring the best talent, attracting interest from the most relevant stakeholders, securing a continuous presence in the press, avoiding pitfalls and, ultimately, fulfilling ambitions.

There are more than a few ways that money can be termed as smart. Perhaps the cash infusion also comes with experts in thought leadership and strategy, or executional capacity, or the ability to increase sales and raise funds. Whatever the method, smart money brings something more to the table than dollars. This becomes abundantly clear when conducting post-mortems of the startups which have failed.

Related: Government Funding And Grants For Small Businesses

Why do start-ups fail?

Start-ups fail all the time – and it is important to understand why. As mentioned above, the top reason start-ups fail is simply the lack of market need. Tackling problems that are interesting to solve rather than those that serve a market need is the most common issue start-ups cite for their downfall. The next most common reason for start-up failure, as likely predicted, is money. Smart or not, money does need to flow into any start-up to make it possible. Meanwhile, the third most common reason for startup collapse was team composition. More to the point: Start-ups need to comprise a diverse team with different skill sets.

These top three reasons for start-up failure could be solved with the right management approach from the top down. Each of these reasons can be addressed with smart money. The right business and management structure will allow the right hires to be made and course to be charted. Smart investors can identify the right people for your team and help you to hire staff who will take the business to the next level.

While start-ups think money is the key, it is not the end-all and be-all for their potential success. They need skills and networks. Business and innovation expert Rosemarie Truman explained this misunderstanding best: “A common mistake entrepreneurs make in their struggle to find funding is focusing too much on getting the money under specific terms and not paying enough attention to who is providing the funds.”

Show me the (smart) money

Savvy entrepreneurs recognise their businesses need more than cash to be successful – especially those at the top. Alibaba chief executive officer Jack Ma, who ranks as one of the richest people in the world, described the need for smart hires and smart staff as thus: “At first, I knew nothing about technology. I knew nothing about management. But, the thing is, you don’t have to know a lot of things. You have to find the people who are smarter than you are.”

Smart business owners want to work with investors who provide not just money but also their expertise, time and access to networks – and this is especially important for businesses looking to scale. The proof is in the research: Take for example a paper by Morten Sorensen, professor of finance at Copenhagen Business School, about venture capital and its impact on an overall business. Sorensen found that companies funded by more experienced venture capital funds were more likely to go public, and also that more experienced venture capital funds invest in better companies, leading to better long-term business health.

So, the question then becomes: Where does one access smart money? The answer will depend on whom is asked, but startups that have survived and later grown into viable businesses are a good place to start. The founders of collaborative blogging platform Niume, Daniel Gennaoui and Francesco Facca, have this advice for start-ups who are on the hunt for smart money:

“First, you need a strong founding team with complementary skills that can actually deliver on their promises. Second, you need a working minimum viable product (MVP), showing that there is traction and interest for the product and people willing to use and pay for it,” the founders said. “The actual amount they invest is far less important than the value they bring to your company.”

It is also worth noting that crowdfunding can be considered a form of smart money, as it brings an ecosystem of partners who will help to scale and countless brand ambassadors who have invested their hard-earned cash.

Related: The DTI Funding Guide You’ve Been Looking For: The What And How

It’s simply more than capital

Gaining start-up finance is not only venture capital or crowdfunding – it should also provide an ecosystem of business management and be viewed as such. It’s simply wrong to think funding is only funding. Start-ups can have all the money in the world but will fail more often than not without the proper business direction and market placement. Those who want to make a lasting impression in their given field need the guidance and support smart money brings.

This article was originally posted here on Entrepreneur.com.

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Start-up Advice

7 Lessons For The New Entrepreneur To Take Into 2019

You already have what it takes to make this year successful, but keep these points in mind.

Dr John Demartini

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Human behaviourist, Dr John Demartini upacks some important lessons that new entrepreneurs would be wise to take into the new year.

1. Find a need to fill that will also fulfill you as well

First and foremost, the most important thing an entrepreneur needs to do is to find out what exactly it is that businesses or people need, and make sure that this matches what is absolutely most meaningful and inspiring to you.

This need or value that you are going to fill must also be important to you and on your list of highest values so that you have a relentless drive to go and serve this need. In other words, it is important to make sure that you are doing something that’s meaningful and inspiring to you and serves a great number of people.

Related: Awaken Your Entrepreneurial Spirit

2. Clearly define all the functions required to build your business

Those functions are based on exactly what is systems and structures are required to fulfill your customer’s needs or values and to profit.

You must imagine every single step required to serve the customer. This helps build an infrastructure step by step.

3. Meet the need and generate the income

I think a great number of entrepreneurs set up fantasies that they have to depend on money to get their business started. Many have this grandiose idea that they’re going to do this, and then they need a certain amount of capital to get it going, instead of going in and actually meeting a need and generating income and then infusing capital into a proven model.

If you do it that way, then you don’t have to give away portions of your business and accumulate possibly unnecessary debt.  Ask how you can be paid up front to fulfill each essential step instead of how you can borrow to fulfill them. Sure selling in advance is often wiser than borrowing and gambling on what customer might want.

Those who decide to wait for capital before they start their business often feel they can’t get it started without outside capital. Then, a year later they’re still trying to get the capital together to get their business started. It’s often wise to actually make sure you have something that really meets a need and be willing to work from the grassroots up and prove yourself and then infuse capital based on what’s already produced and proven and build it that way.

Related: 7 Character Traits Every Entrepreneur Can Cultivate

4. Manage money wisely

Save a portion of the money earned, and take another portion and return it back into the business to grow it. It’s important to have a liquid cushion – it’s unwise spending all your money or putting all of it back into the business and then having no cushion to fall back on.

Make sure that a portion of the money is put into liquid cash. The greatest companies have a great reserve of cash. Liquid cash is important. Many entrepreneurs are gambling instead of investing and looking for a quick return instead of being patient.

5. Have adequate liquidity to prevent opportunity take overs

Watch out for opportunists – when you are running a successful business. There will be opportunists who come along and offer to purchase the business for much less than it may be worth.  That is another reason to have adequate liquid capital on hand, because without it, you can become vulnerable to others coming in and taking over the business. Leverage buyouts can occur.

Remember, cash is king. Cash grabs opportunities. So be sure to save and invest.

6. Keep focused

If you are not making money, then you must not be serving people. So make sure you are truly meeting your customer’s needs and serving them. Don’t take your focus off your mission. Don’t forget what got you to a point of success.

Related: Make A New Start In 2019

7. Be true to yourself

Don’t try to be somebody that you are not. Don’t envy and imitate other companies, you may end up not being authentic and true to what your values are. It is wiser to recognise where and when you already own the traits of those you admire according to your own highest values.  You already have what it takes.

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Start-up Advice

Outdoor Versus Indoor: How Different Conditions Will Impact Your Budding Marijuana Business

When starting out you should know the difference between indoor and outdoor production and why it matters to your future cannabis business.

Nicole Crampton

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If you’re looking to start growing and cultivating a strategy in the hopes that weed will be legalised, you’ll need to do some experimentation. Growing marijuana is a science and will require more than just a splash of water every other day like normal house plants.

Firstly, you’ll need to determine if you can grow your “crop” outside or if you’ll need to set-up a space inside. Here is what you need to know about growing cannabis inside versus outside:

Optimised versus natural

Deciding which option will work better for you depends on your unique circumstances. If you have access to an outdoor area you can use the natural resources of the sun and wind. If, on the other hand, you prefer to grow your crop inside you’ll need to cater for the natural elements you’ve lost, but you can also optimise the environment to give you exactly what you’re looking for.

When growing indoors you can control:

  • Temperature
  • Light source
  • CO2 production
  • Humidity.

This will create a stable habitat for your weed plant to grow in, without having to risk any outdoor elements. Keep in mind, no bulb is going to be able to produce the same spectrum of light as the Sun, which will leave you will smaller yields and less vigorous plants.

You’ll also find it challenging to simulate the natural environment. For example: wasps, ants and ladybugs are natural helpers against mites, you won’t be able to mimic this ecosystem indoors, and if your plants become infested with mites it can be difficult to control. To avoid using pesticides and insecticides some cultivators could find the trade-off of growing outdoors appealing.

Outdoor growers will need a suitable climate for cannabis production such as:

  • Good sun exposure
  • Hot days, warm nights
  • Low humidity.

cannabis-production-pros-and-cons

Related: 6 Fundamental Steps To Consider Before Venturing Into The South African Cannabis Industry

Can you afford to grow indoors versus outdoors?

planting-marijuanaWhether you’re growing indoor or outdoor there will be significant initial costs, however, the difference will come in when it comes to long term costs.

An indoor climate control system can be quite capital intensive compared to outdoor where the majority of the costs are in the initial start-up.

The expected labour costs for indoor and outdoor are also quite different. There is always work that needs to be done to create an optimal environment with indoor marijuana growing. With a smaller yield, like in indoor growing, pruning, trellising, watering, feeding and harvesting are more demanding and continuous.

When growing cannabis outdoors, you’ll work on one crop throughout the seasons. A farm with a large output typically can sustain four full-time workers until harvest, when more employees will be needed.

You can recoup the high cost of indoor weed farming through:

  • Breeding projects
  • Year-round harvests
  • Potent products
  • Higher selling points.

Indoor marijuana farming also allows you to cultivate strains that wouldn’t thrive outdoors.

Pro tip: Keep in mind, with the rising cost of energy and an increasing demand for more product within the current marketplace, outdoor farming could produce quality product at a more reasonable price.

indoors-versus-outdoors-pros-and-cons

Related: 12 Cannabis Products You Can Legally Start Selling Right Now

Will outdoor or indoor offer you better quality?

Being able to optimise your environment and accelerate breeding has allowed indoor cannabis to hold the title of top of the line product and generate beautiful strains with powerful flavour profiles. With indoor marijuana growth you can increase the CO2 level increasing bud growth and producing higher THC levels, which are difficult to obtain outdoors.

Indoor buds also remain in pristine condition as they aren’t exposed to the elements. Having an indoor operation enables you to harvest crops at peak conditions and curing the product in a controlled climate.

On the other hand, many users prefer the sun-grown organic marijuana. Although the actual plants tend to be more damaged, so the product isn’t as pristine. However, once you’ve gained enough experience you should be able to produce products of the same high quality as indoor growers.

outdoor-quality-pros-and-cons

Related: 10 Cannabis Business Opportunities That Can Grow Your Wealth

The best of both options

There has been a growing trend of commercial greenhouse marijuana farming. This seems to capture the best of both methods. It produces high quality cannabis, while using natural elements and optimised environments simultaneously.

Both styles of farming offer positives and negatives, and as a consumer or a future producer, you’ll need to continually educate yourself on the current trends. Continue to evolve your process, try something new and keep your mind open to possibilities.

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