Starting a business can be a daunting experience, but with a clearly mapped out strategy, you can obtain results that help you not only break through business barriers, but also scale in time and grow exponentially.
This is why I recommend this little but insightful book “Strategy Plain and Simple” by Vaughan Evans. Just like the title, it’s a pretty straightforward book, written in simple terms. This makes it easy to understand and implement.
It’s focused on three key areas: 1. Understanding the market. 2. Creating competitive advantage. 3. Managing risks.
These three key areas have been broken down further into small bites and explained in detail. It’s such an insightful book that gives valuable and practical advice.
You’ve got to read this one to see for yourself.
Highly recommended for entrepreneurs, startup managers and business oriented individuals.
PS: This isn’t one of those bulky business books that may take you forever to read. So for those who love small and insightful books, this is one of them.
Two years and eight months (2 years and 8 months), seems like only yesterday when I began, but on some days, if also feels like a very long time spearheading my young company, Brave Publicity.
It’s been an enjoyable experience that has birth much growth and progress, even though I’ve had my share of slow days and days when I felt tired, but, I wouldn’t have it any other way, because it’s all working together for my good, and has brought me here.
So I’ll be sharing seven (7) key things about this journey so far and hopefully, you learn some useful things, that can help you walk better in your own BOSS Shoes.
Motivation
I’ll start off with motivation. As a young business owner, one of the things I’ve learnt to do is encourage and push myself. There are days when I don’t feel like doing anything, getting up from my bed and moving to my workstation. There are days when I don’t get any form of external encouragement, but I still choose to get up every day to put in the work required. That has made a whole lot of difference, because I can literally observe my progress and the depth of improvement I’ve had over the years.
The field of Corporate Communications, Public Relations and Publishing is one that requires a lot of creativity, attention to detail and hands-on experience.
So you may not notice all of your improvements within a short period, but over time, you’d definitely observe much progress.
Remember, CONSISTENCY is KEY.
The Work Place
My work station has been my home for most of the time, except for periods when I need to visit a Work-Hub or go print out my in-house projects/ products by Brave Publicity or projects for clients.
I’ve learnt that having a defined work station even at home is very important. It helps you keep things in perspective and makes you take more seriously your work at your company.
So just like everyone else, when I’m not out at my day job, I’m at home at my work station. Being at home can be distracting sometimes, especially when you live with others, but when you put boundaries in place, others will respect it and understand that you’re at work and not really at home with them.
I will admit that being at home is sometimes lonely, but I try to stay cheerful. Calm and soothing music helps sometimes, and then catching up with what others have been up to online, also helps.
So, when the Pandemic for COVID-19 happened, resulting to series of global lockdown episodes, it wasn’t so hard to adjust, as it had become a routine to work from home. The only difference was, there were more folks at home and it felt more like a work hub on some days, as everyone was working remotely and having virtual meetings right from home.
I do look forward to a time when this changes soon, but for now, a remote work station from home and occasional Work-Hub visits will have to do. It’s called process, so don’t be in a hurry.
Leverage on the things that you can and invest only in the things that matter most. The early stage requires being very prudent and investing wisely.
If you’re privileged to have better, that’s also great. Just embrace your own process, it defers for everyone.
Structures
If there’s anything I’m grateful for, it’s structure. Vision precedes structure, before content. As a young visionary, with God’s help, I’ve been able to gradually map out structures that has helped make running the business much easier.
From Communications Structures, to Corporate Structures or Financial Structures. Some have not been so easy to execute, but I take each day at a time and do what I can every day to make things better, until they become the global standard of excellence and sustainability.
When you have the end in view, I believe that all of your action steps when taken intentionally, eventually align towards accomplishing the end result.
It has required much studying and learning from those who are way ahead of me or those well established in my industry or business in general. Attending trainings, personal coaching sessions, seminars, webinars, reading etc., to learn.
I’ve also learnt to not be ashamed to ask questions or ask for guidance from others ahead of me or even my peers sometimes.
I understand my areas of strength and the things I’m very great at, but I also try not to take on the stance of knowing it all, or being the “Top Professional”, because there is always room for improvement and much to learn.
I also know that there is an abundance of wisdom that can only be found in those who have had years of experience in any career path and this should never be taken for granted.
There is still a lot to figure out, but I’ve definitely made progress.
Respect
I’ve also learnt to respect my young company and that has meant walking away from certain offers that come in the guise of work. Especially from those who see the value you bring to the table, yet choose to overlook that, and approach you as a person and not your company. All because they think you are young.
This really undermines the work and value of any young business owner and the importance of their young business.
If you don’t put some respect on your work, especially in the early stages, I believe that people will abuse it. I’ve see it done to others and I have experienced a bit of that myself. Working alone in the early stage does this, but you’ve got to draw the line and be intentional about what you take up as a consultation for your business.
Respect for my work and young company has also meant saying no to familiar folks, who just want things done for free or below the asking price or value as stated.
It still remains surprising sometimes, when I know that they would never in their wildest dreams approach another business that offers the same services for such.
I’ve also discovered that sometimes, my services are much better, but because of such familiarity, they would rather bid for lower, than pay you what it’s worth or the asking price.
So when turned down, they would rather go elsewhere, paying more to someone else, sometimes for even less value and excellent delivery. Sad, but this happens. Familiarity in business is no joke and should be watch out for and that could sometimes include family and close friends.
Brain Picking
The most annoying part of being a young business owner, who knows her onions is those who approach you in the guise of interest in your services or person, just to pick your brain for ideas or to get answers to questions they have.
Sometimes, these are people in your industry as well, who may need to know some things to revert to their own clients or to make progress themselves.
So they come around and try to be friendly and are very strategic about picking your brain to get answers, without actual consultations, or being willing to pay you for such services, or even willing to undergo proper trainings themselves to do well, without resorting to tricks.
It’s a sad place to be, and when you discover such folks, it can be quite painful, but you’ve got to learn to create healthy boundaries.
Just like a young child, a 2year old is still a baby that needs protection, in the same vein, you can’t afford to mishandle your young business or let others take advantage of you.
There is no harm in helping a colleague when they come clean and you both have mutual understanding and some form of agreement, but tricks are very hurtful and its simply plain manipulation that should not be tolerated.
On the flip side, this also happens when you’re out sourcing for clients.
Some folks don’t really want to work with you, they only engage you long enough to pick at your brain for ideas.
Some go as far as requesting for a mapped out strategy/ proposal. Then they thereafter dismiss your work.
More often than not, you would later discover that those ideas proffered to them in a bid to secure a project or consultation are being implemented in your absence, right after they have dismissed your proposals or they just simply stayed mute and non-responsive to any on-going conversation.
Very sad, but that’s a down side to the early stages of spearheading things in business. Mistakes would happen, and you will sometimes learn the hard way. Working remotely also causes this sometimes.
It’s almost like a power game, because you seem to be at their mercy and in need of clients.
But with structures like a standard portfolio, a website, and evidence of successful and past projects already executed, you can turn things around in your favor, securing good clients, and also avoid being taken advantage of by people who really don’t mean well or have any intention of engaging you for profit.
Clients
Working with clients across various industries has taught me a lot and has helped my business grow faster in terms of quality and speed of delivery.
Every client is different and understanding their needs, expectations and limitations helps you know how to serve them better. What makes one client excited and satisfied, may not necessarily make another happy.
One has got to be patient with them and be willing to point out areas that need their attention. As the professional, you often know better, even though you must pay attention to their needs, and map out a strategy and custom solution that fits and works just for them.
I’ve also learnt that compromising on the asking price for a service to a client is always a bad idea. Sometimes, those who pay less are the ones who are more demanding and expect leaps in delivery for a small budget for their work.
Never compromise on the asking price, especially when it affects your profit margin.
The question that helps set things in perspective when this happens to me is I ask myself:
“If I compromise on the price for this project, would I also need to compromise on the volume of work, time and value that would be put into this project for this client?”
The answer is always “NO”.
Because I love to do excellent work, I know that I would feel bad for delivering less value than promised or less than what I know my business is capable of delivering.
Some folks do it I guess, but I can’t because of my core values of integrity and excellence.
The few times when I have compromised on the price, I have always regretted it, as I seemed to be giving so much more for so much less. A very stressful experience that left me very dissatisfied, that I eventually walked away.
So weigh your options when it comes to asking for your value when engaging a client.
Compromise always breeds regret. You deserve better and deserve to be paid what you are worth, even though your business may be young.
Lastly, understand that not all of your friends or family members will be your clients. It is what it is, so don’t take things too personal or feel too bad if they don’t patronize you or choose to work with you when the opportunity presents itself.
Yes, some may support you doggedly, while at other times, some may not. Not because they don’t want to, sometimes, it’s because they can’t afford to, it all depends on the kind of services and products you offer.
So you must weigh things carefully, so that your friendships don’t go down as a result of their non-participation or support for your business.
Yes, you may hope that they become your clients one of these days, but if they don’t, move on.
Sometimes, you need to look beyond your circle for those who really need your services and products and trust that the right people will stick with you for the long haul, especially when what you offer or bring to the table is of great value and remains relevant to the needs of people.
Balance
By spearheading things at the early stages of my business at Brave Publicity, I’ve discovered from my own experiences as well as from listening to others, that, it’s normal to do a lot at the beginning. Including running multiple roles.
It’s a tiring experience sometimes, but it is through these experiences that one grows and gains mastery of their craft and industry. Making you a better leader when you eventually bring others onboard to work with you.
There are days when I feel absolutely tired, like the work for the day would never end.
So I just simply rest or take a break or take some days off, not too long, because I know progress requires consistency, but enough rest that brings back some normalcy and balance into my life.
Juggling a flexible day job with a full time business is not easy, but when you experience those small wins, the trill of all of the sacrifices you make becomes totally worth it.
I still fight for balance, but I know this is only temporary and may only surface in some stages of business, when growing or trying to scale.
So, that’s a summary of how it’s been going so far. If you’re like me, on your own adventure in business, I hope you’re encouraged.
Don’t let the deceit of “The Instagram Life” or the glam social media and lit pictures weigh you down.
The truth is, a lot of grit, grind and hard work goes on behind the scenes. The thing is, some folks only wear their crowns gracefully, even though it may be very heavy.
So believe in yourself. Enjoy your process of becoming. Embrace all seasons, including the slow seasons and celebrate your mile stones, big or small. They make the journey worth the while.
As a believer in God and Christian, I also trust God for His timely help, favor and guidance, as He continues to open the right doors to me and shut the wrong ones. When I feel discouraged, I know who to turn to for strength and help, and that has kept me going.
I hope you’re encouraged young one, as you walk gracefully in those “Boss Shoes”.
I look forward to sharing some more with you in the times ahead. Thank you for reading.
Article by Opeolu Adeyemi. Corporate Communications and Public Relations Consultant Founder, Brave Publicity Ink!
As a consultant, one of the most common question I get asked often is how I can achieve visibility for a startup or young business. This is an important question that most clients want to know and it’s often a test to know if you as a professional have the knowledge and capacity required to achieve their campaign goals.
I would like to state that Visibility for any business, (including startups and established businesses) is simply about the ‘value’ that can be derived. Value sells and is most sustainable, especially when your target audience come to understand that you are a consistent brand or business.
So here are some highlights of solutions I would often proffer, cutting across the inorganic approach to getting things done, as well as the organic approach.
Visibility for any startup takes time, but with consistency of publicity efforts, you can achieve a lot. An inorganic approach would be to:
1) Drive promotions (paid ads) for content created across the communication assets for the organization or business.
2) Engage with influencer marketing across industries, relevant for your campaigns, where your target audience can be easily reached.
3) Drive Google ad promotions, which helps greatly with search efforts for such a company and its website.
4) Work on press releases regarding your business/ organization, request for magazine profiling / Interviews, as well as place ads in such publications/ Magazine prints, which aids with publicity efforts.
5) Radio jingles is another way to go, but consistent and effective ad placement comes at a very high cost. Depending on the quotes for the chosen radio stations and the number of times such ads will be aired.
To achieve these for quick and high publicity, greatly depends on how much one is willing to spend on ads and campaigns, as well as bids for search phrases and keywords for optimization and visibility of the business.
An organic approach (which is slower, but effective) would be to do some of the following:
1) Drive publicity consistently across the communication assets, taking into consideration digital marketing strategies, branding efforts and excellent content creation.
2) Create Content for company profiling for projects accomplished, projects in the pipeline as well as the company’s service offerings.
3) Content for client projects can be crafted as case studies, as well as consistent development of insightful articles. These two are always a good idea, thus demonstrating mastery of that industry the business belongs to.
4) Driving engaging, consistent and strategic social media publicity efforts, as well as strategic email marketing efforts to contacts (who may be potential clients), your target audience and already converted paying clients helps with visibility. It also helps client or those who have benefited from your services, remember your business when the need arises, as well as recommend your business to others who may need it.
5) Flash sales/ discount sales of complimentary products can become a market penetration strategy, especially at the MVP stage of a business or product by a startup, as well as during festive periods in efforts to stand out of the already saturated market.
6) Lastly, if a website exists, to drive Search Engine Optimization – SEO and Search Engine Marketing – SEM efforts for search relevance and ranking, articles focused on the core areas of services rendered, need to be developed consistently.
This greatly aids search, website ranking and relevance, helping establish the organization as an authority in its field.
The bottom line is being able to project the “Value” that will be derived from the services and products rendered by your business or organization. Value is what sells and when you’ve got quality to offer, as well as great feedback from those already engaged as testimonials, great visibility can be achieved.
Even while pushing for sales at a good price (via the existing communication assets, campaigns, as well as one-on-one engagement with people) can help a startup find its footing and visibility amongst other existing and well established businesses.
At Brave Publicity Ink, we can always get you started with great visibility, we offer excellent services and products that are deeply satisfying and capable of meeting and exceeding your campaign goals.
Brave Publicity Ink! 