Business is a lot like a course for golf. One-person businesses need to learn how to play better stroke play.
Golf courses are different. Some are beautiful landscapes, some are links on cliff tops that go up and down, and some are just a big area of mixed grasses, bushes, and trees, like a business setting. How would you describe the way you do business on a golf course?
Let's say you're a small business owner. As the golfer, you're playing a round in your niche market (your golf course). Start with your Business Plan, Marketing Plan, and Operational Plan at the clubhouse. A few competitors drive up in expensive cars and park, dressed in designer clothes. These are just fun things to do.
As you get ready to start the First Hole, you see other golfers all over your market. As you try to get your golf bag to stand up and get the big piece of wood out, you see an electric buggy nearby. You say to yourself, "I need to update my business tools."
Goals must be set for the small business. You'll be able to tell how many steps are in your Operational Cycle. Your business runs an ad, sends out a brochure, takes an order, deposits the money, sends out the goods, and starts the customer service plan. In this case, your course only has six processes.
After your first tee-off, everything you do after that is the same as what you did before, until you reach the Sixth Green. If any stroke gets old, your game plan will have you paying more and more. With each stroke, you need a different set of skills.
Do you play over the group of trees, which you can't see, or do you play where you can see the ground? Putting ads in a new medium is like going over the trees; you don't know what will happen. On the other hand, encouraging current customers to spend more or make another purchase is definitely on the fairway.
Your writing should show off your skills and knowledge, as well as how well you play this course. It shouldn't focus on all the difficult hazards.
Don't take too long to decide which club to use. Before you go to the next Green, write down important information on your score card.
Your USP is what you're going to do all through the course. You'll play better if you upgrade your old gear, but you'll play even better if you can talk to the Club Professional regularly, even for a short time.
It's not a good idea to play golf by yourself, so one-person businesses need to talk to a partner who understands. It helps you think again about the most important business issues and solve problems.
Some people think that you have to tell someone what you've learned before you can remember it. So, talking gives people new ideas.
If your game isn't as good as your competitors, don't blame the people who made the course, the weather, your old clubs, or your mood. Be positive, learn more about the game and get better at it, and pay attention to what other golfers find helpful.
Look at your scorecard after each round. Find out what you could do better. If you just improve your stroke play by 5% each week, your business will be different in 20 weeks.
