How Melbourne Business Owners find opportunities in difficult situations

“You may encounter many defeats, but you must not be defeated. In fact, it may be necessary to encounter the defeats so you can know who you are, what you can rise from, how you can still come out of it.” — Maya Angelou

Successful entrepreneurs get to where they are now because of their determination to reach their goals, which includes braving the odds and overcoming hurdles. The recent global scenarios in the past two to three years have been very challenging. Many business leaders have looked into finding opportunities under tough situations. But how do you do it?

Look at the present needs where you can provide a solution

Entrepreneurs have shared how their businesses fill a gap. Dion Castle, CEO of Struber, said, “With the fast-changing environment in society and the world, in general, it is easy to see that the culture, technology and customer experience in our industry were due for an upgrade.”

But when the conditions of a society change, the needs of society also change.  If there are difficult circumstances, how can your business help in this time of need? Are your products and services relevant in such circumstances? It is good to look into new problems that arise and find the areas where your business can offer a solution.

Be open to new creative ideas, innovate and pivot

Unexpected things happen, so when a crisis arises and you hit a wall, take advantage of this hiccup to go back to the drawing board and revisit your plans and current offerings. This is where innovation comes in. Brainstorm for new ideas that can help boost your enterprise and make it thrive when the going gets tough.

Nitasha Badhwar, Co-founder and Chief Strategy Officer of Sunpower Renewables, shared that “Innovation for us is more than just implementing new technology, solution, or process. It is our culture and one of our cornerstones – something that we come back to in good and bad times.”

Also, opportunities open up when you pivot. Arosh Fernando, Creative Director of WooHah Productions, once shared the changes they had to do within their business to keep them going during the lockdowns. “All these changes helped us, as we would have no income if it wasn’t for these pivot ideas. We have managed to claw up to 20-30% of our monthly revenue,” Arosh said.

Keep an eye on new markets

It is often said that “when one door closes, a window opens.” A crisis or a setback can be a turning point where new opportunities are formed. Look where the resources go. Observe the trends and be ready for new markets that will emerge.

According to Clayton Cross, Head of Strategy at Expia, “The pandemic has opened hundreds of opportunities. Most golden. Essentially new markets have been created, especially in the environmental, social, and governance (ESG) space, which we are targetting.”

Offer help and strengthen relationships

When problems and adversities arise, that is the best time for everyone to help each other and work together to overcome the challenges ahead. The pandemic has shown how important relationships are – within the family, among friends and even with people you meet through your business. 

Ben Beattie, Managing Director of True Blue Plumbing Australia, talked about his experience. “When they shut down construction in Victoria, we had 10 plumbers a day off work with only enough emergency work for 12 guys. This was the week the earthquake hit and thousands of insurance claims were lodged. We contacted our major clients and offered to assist them with virtually assessing all the damage from the site back to their head offices as they were swamped with work. We were able to keep 3 additional guys busy for the final week of lockdown reducing to major financial losses we were incurring.”

We never run out of opportunities. The important thing is to look out for it at all times or even create those opportunities when you can.

Filling a gap: what is the purpose of your business?

A sense of purpose is what every individual and business chart their path as to where they want to go. Without it, it’s like losing one’s direction in the journey. Businesses thrive because they provide a solution to a problem or responds to a certain demand in society. Many enterprises were established because the founder has experienced or witnessed a particular need that has to be filled in.

If you are planning to start a business or if you have one and want to revisit your mission and vision, it is essential to identify the purpose of your business. What is the gap that your product or service trying to fill in? Still in the process of figuring out the solution that your business must provide? You might find some inspiration or insights from the experience shares by these entrepreneurs.

Austin Vaughan

Managing Director, Pacific Solar

We fill the requirement for commercial solar installations. Nationally, most companies now consider a Solar Energy System as an essential item to convey their corporate environmental credentials, as well as an energy cost savings from the bottom line. We offer an end-to-end solution to ensure our customers have a seamless delivery process to achieve the environmental and return-on-investment outcomes they aspire towards.

Joanne Camilleri

General Manager, Telco Business Solutions Group

Co-Founder, Work Tank

In 2018, my business partner John Rovas identified a gap for high-quality coworking & shared office spaces in the suburbs of Melbourne. We were often travelling to the CBD to conduct off-site meetings and connect with colleagues or suppliers. We started to talk about how great it would be to have something like this locally (our businesses were based in North West Melbourne). 

We continued to build out the concept of what we would like to see in our coworking space, and construction commenced in August 2019. We planned for everything – except a pandemic! We were scheduled to open in March 2020 but Work Tank was officially opened in June 2020.  We are proud to say that one year on, we are building our community and whilst the impacts of COVID have been challenging, we have seen some benefits coming from it, also with people wanting to work closer to home.

Dion Castle

CEO, Struber

With the fast-changing environment in society and the world, in general, it is easy to see that the culture, technology and customer experience in our industry were due for an upgrade.

Data-full decision-making drives our thoughtful mix of communication, engagement, marketing and creative solutions, forging strong human connections one major project at a time. With our eyes firmly on the prize, we build bold engagement programs, working hard to deliver greatness for our clients every day. And it’s this greatness we’re most proud of. It’s what’s earned us the respect of people in the Struber universe – our clients, our peers and each other.

Cameron Bell

CEO, Pyrochar

Oh wow, I see more and more as I become more experienced. Right now, I am focusing on two, which are (very briefly) disability housing and scale capital for globally expanding ventures.

But I've honed it down to two main areas:

• Painkiller - is what you are solving a real pain or problem for a consumer?

• Vitamins - Is what you are solving a more interesting or easier way of doing something?

The data shows that neither is more likely to be successful than the other, which is very interesting. There are just so many new businesses to be created that easily fit into those above two categories.

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If you just look around you or pay attention to the day-to-day things you do, you will find that there are gaps, hurdles and obstacles that people need to overcome. However, every challenge and problem presents an opportunity – the opportunity to make things better, to provide a solution, and to make people’s lives easier. And that’s what visionaries see. They don’t see the huge rock in front of them as a reason to turn back and give up. Instead, it’s a way for them to jump higher or build something to surpass that wall that prevents them from going forward.

Share with us your experience. What is the gap you’ve seen that inspired you to start your business?

Building your team through a strong corporate culture

Having a strong and desirable corporate culture helps attract and retain exceptional talent. Every company has its own values, and an inclusive and healthy culture can assist you to attract high-performing and engaged team members.

It’s time to look into your internal environment and assess what particular aspect of your culture keeps your team going and even brings in impressive recruits. To help you get started, some EO Melbourne members share their experiences and best practices when it comes to maintaining a culture that supports the growth of their business.

Nurturing relationships with key stakeholders

Having good relations with people you work with is a major factor for wanting to stay longer in an organisation. The same goes for third-party service providers, which prefer to conduct business with those they have amicable dealings with and those they can trust. This is why Austin Vaughan, Managing Director at Pacific Solar, emphasises strong relationships as part of their corporate culture. “Our core values are towards nurturing relationships with key stakeholders, such as contractors, suppliers, developers, and builders, so that they continue to think of Pacific Solar first when any new or forthcoming opportunities are presented. When something unexpected occurs (and it always does in construction), they have our back to pull us through and vice versa. A good cooperative approach is essential to our success.”

Open communication and encouragement of team members

Open communication helps build rapport with team members. It also enables business owners and HR managers to lessen misunderstanding and address concerns at the onset before things can blow up into serious issues.

Ben Stickland, Founder and CEO of Alliance Software, shared how they do it in his business. “The best corporate culture technique we have is a one-on-one interview with every staff member. We ask the staff member to reflect on challenges and coach them to consider and act on solutions. It's 30 minutes, that's all about them. We always ask the question ‘from a 1 to 10, how happy are you,’ and follow this up with ‘and what would it take to get to a 10’. People become unhappy for many different reasons and the key is to get to people early in their ‘unhappiness’ cycle and coach them to a good outcome rather than pretend there are no issues. Look for issues, don't avoid them.”

And for Dion Castle, CEO of Struber, it’s all about having “High-performance behaviours + high-performance habits”. A culture that fosters behaviours and habits that help increase productivity and create positive energy will encourage team members to always do their best and aim for the utmost results in all they do.

Building mutual respect and a sense of belongingness

Trust and respect are strong foundations of a good relationship and a positive corporate culture. But how do you achieve this? According to Steve Jackson, Director at PurpleMonky and Founder of Moon & Back Co., “People on the team respect each other, have fun with each other inside & outside of work, but most importantly, they support each other daily. No one is in it for themselves, and the ability to produce a shared vision where ‘when one person wins, the entire team wins’ is invaluable.”

Similarly, for Nyree Hibberd, CEO of Koh Living, it’s all about promoting a safe and healthy environment where those in the organisation feel they belong to the team. She explained, “We had a guest speaker in a recent EO forum, Fiona Robertson, who wrote ‘The Rules of Belonging’ and we applied it immediately in our business by asking each of the staff what they felt the rules of belonging and being accepted within Koh were. It was an amazing exercise to get clarity on the culture or rules of belonging, and we now use that not only in the interview process by selecting more carefully but also in the induction process by outlining those rules of belonging to help new staff slide in and feel more comfortable a lot faster.”

Culture is important in the longevity of a business and an organisation. Share with us below what particular culture you uphold within your company that strengthens your team and helps it go forward.

Paying it forward in the entrepreneurial journey

In the challenging entrepreneurial path, where sometimes the roads are unpaved, being on the receiving end of an act of kindness is a huge help. It can often go a long way, especially for those who are just starting on their journey. Even seasoned entrepreneurs have been recipients of a good deed at some point in their lives, and so they are paying this forward to others as well.

Also, to be part of a community of entrepreneurs for entrepreneurs, such as EO, is like having a haven where one can grow in a safe environment and have a strong support system when the going gets tough. EO Members reminisce the time when they received an act of kindness and how they’re doing the same to others.

The sense of gratitude is evident to Joanne Camilleri, General Manager of Telco Business Solutions Group, due to the help she has received from others. She stated, “I have so many to be grateful for but the support and kindness I receive from my business partner, fellow EO’er John Rovas, who has been the standout. He has constantly supported me, mentored me and continues to do so – thus far, we have clocked up 11 years in business and built 3 businesses together. I like to pay it forward through mentoring and coaching people by sharing my journey.”

Ben Stickland, Founder and CEO of Alliance Software, recalled, “I took a job fresh out of uni and 3 months in, I decided to leave and start my own business. My old boss had every right to be bad and kick me out. Instead, he gave me three months of free rent, phone and use of the laptop (which mattered back then) while I got started. I've always appreciated it, and now, I pay it forward by encouraging and helping my staff with their side hustle ideas.”

And for any other business, having great people within your team, and those you interact with play a great role in helping grow your enterprise. It’s a give-and-take relationship where both can be the giver and receiver of kindness. Dion Castle, CEO of Struber, echoed this when he said, “Our team and clients have supported or invested in our mission along the way. I am thankful to them every day.”

Entrepreneurs are particularly thankful to those who are ahead of them in the journey and never hesitated to mentor them and point them in the right direction. This is why Rahul Kale, Director at Sunpower Renewables, values the people who have helped him along the way. “I have had some great mentorship (and still do) and have made an effort to mentor some new up and converse as well. Something I want to do more of.”

It was also the same for Austin Vaughan, Managing Director at Pacific Solar and he is now extending the kindness not just within his team but also to businesses they work with. He shared, “I had some early-stage mentors that offered key directions for efficient systems that established a methodology that we still embrace today. In our day-to-day business, we engage many small to medium contractors. I like to think we have assisted many of them to grow their businesses on the back of operational assistance and advice presented to them. We feel a real sense of appreciation from our contractors as we try to treat them as part of our team. It's great to be a part of their success, too.”

In tough situations, such as the one we currently have, Nyree Hibberd, CEO of Koh Living, appreciates people who have been kind to them despite the challenges and hardships everyone is facing. “As we are in retail and tourism, we were particularly affected by the impact of COVID.  I immediately started cancelling services, and my CFO and Bookkeeper both said that it wasn’t necessary. My bookkeeper would continue as normal no matter when she was paid, and the CFO said that all billing was suspended, not to be billed at a later date, but stopped until we got to a point of recovery that we could afford the services again. I almost cried because the help I needed the most was how to navigate financially through the mess that unfolded,” she shared.

Nyree continued, “We paid that forward by contacting all retailers that owed us money to make sure they understood payment was appreciated but not expected for the initial 2 months, and we set about providing value to our retail customer base by setting up webinars on various topics to help them with positive ways to enhance their business while compiling our book “Keeping Retail Alive” that was released in 2020 with all the key tips and tricks to help any retailer get through the crisis that COVID was and continues to be. When Victoria had its recent lockdown, all retailers that wanted it got a free copy of that book, anything we could do to have a positive impact on our retailers business drives us forward.”

Surely, a little help can go a long way, especially in the tumultuous path of entrepreneurship. Having people around you reach out and extend a hand can mean a lot. If you have an experience of kindness or if you have extended one, we’d love to hear them from you through your comments below.

How do you communicate bad news to your clients?

In every business, there are times when things take a different turn and projects can often head south, may it be due to human error, unforeseen circumstances, or uncontrollable situations. When things go awry, how do you break the bad news to your clients?

“Bad news is never good to deliver, but developing a process over time has made it easier to handle.”

- Steve Jackson

There are different approaches to it, depending on your client’s characteristics and your relationship with them. A few entrepreneurs share with us their experience and how they tackle the problem when the situation calls for it.

However, all of them have one common word – HONESTY.

Truly, there’s no better way than to be upfront about things, especially in business. It saves all parties time, resources, and effort when things are talked out promptly and issues are tackled head on.

Austin Vaughan, Managing Director at Pacific Solar, confirms this. “I would commonly take a direct approach as we feel honesty applies in all our communications,” he said.

Nyree Hibberd, CEO of Koh Living, expounds on this further. “Honestly, as it’s one of our 5 brand values: “We are honest, authentic, and down-to-earth; ‘keep it real’ is our number one mantra. We tell the truth and strive to always do what we say we’re going to do.”  For us, bad news may be around stocks selling out or delays in arrivals of replenishment. So at every stage, we aim to keep the customer informed with accurate information to limit the interruption to their business.  In most cases, we find it’s about the communication of the news rather than the news itself, so we aim to always be upfront and honest with any bad news,” she remarked.

While unfavourable news cannot be avoided, it often depends on how the information is delivered. But having a method or careful approach can help mitigate the negative impact it may bring to the client or business. However, it doesn’t stop with just telling the client about the problem. Coming up with alternatives at the onset can also help ease the worries of the client.

Steve Jackson, Director at PurpleMonky and Founder of Moon & Back Co., shared, “Bad news is never good to deliver, but developing a process over time has made it easier to handle. Firstly, an urgent team meeting internally to discuss what happened, and what solutions are available. Then, we make an immediate phone call with complete honesty to the client about what happened and how we want to work together to find the best solution. No matter the outcome, the client always respects the honesty & willingness to find the solution.”

In short, crisp words, Dion Castle, CEO of Struber, stated it simply but powerfully, “Communicate quickly, clearly, honestly with a solution ready.”

This is echoed by Joanne Camilleri, General Manager of Telco Business Solutions Group, “With complete honesty, authenticity and ensuring, if necessary, that we are taking ownership.  Ideally, we communicate face to face.  If appropriate, we would finish it off with the challenge or opportunity that is arising from the bad news.”

A more detailed explanation is provided by Ben Stickland, Founder and CEO of Alliance Software, “We do it with brutal honestly and as quickly as possible. The formula is simple: we tell clients this is what happened, this is how it'll affect you and this is what we're doing to fix it. We also always tell clients that right now, we're focused on the fix and when the dust settles, we'll do a review and work out how we avoid these problems in the future and make it right. In our space, clients are very understanding if you're upfront and drop everything to make things right.”

Have you experienced a similar situation where you have to break some bad news to your clients or customers? How do you do it? Share with us your approach and its effect on your business.

Budget-saving tips for more cost-efficient work operations

In business, it is important to track what’s being used, including cash, goods and, of course, time.

Keeping up with your day-to-day operations may quite be a handful, but with a few tips, you may just be able to have a more cost-efficient day-to-day operation in your workplace.

We gathered some amazing ideas from entrepreneurs on how they budget their resources, lower their spending, and save money, time, and effort.

Go paperless

The use of less or no paper at work is an earth-friendly initiative and also a great way of saving on costs. Besides, using paper a lot can take up so much space in your office. For Dion Castle, CEO of Struber, their way of doing this is to “make it really hard to print.” He added, “When your team stays digital, you save the planet and save on printing costs at the same time.”

Monitor expenditures

One way to stay on budget is to constantly keep your eye on your spending. Alliance Software Founder and CEO Ben Stickland shared how to do this. “Set a time (for us, it's every 6 months) to review all recurring expenditures and challenge whether you need them or perhaps need them at the level you use them. It only takes 10 mins and saves money on subscriptions that were good ideas but didn't get used,” he remarked.

Gather data and purchase correctly

When purchases are done in bulk and large quantities, keeping track of spending might be challenging. However, with the current technology, it can be done fast, accurately and effectively. “With all our larger commercial solar projects, there are bulk materials to be procured, so purchasing correctly is the key to cost-efficient & profitable operation. Also, utilising streamlined operational systems and apps to efficiently capture details from all parties involved reduces admin hours considerably. This presents a very professional outcome that is appreciated by the end customers,” explained Austin Vaughan, Managing Director at Pacific Solar.

Put systems and have business rhythms

Being cost-efficient is about keeping track of money spent as well as the amount of time spent on the kind of work that has to be done. Putting a system in place and coming up with a regular business rhythm can save a lot of time, effort and resources. This is what Malcolm Bean, Director at Beanmkrgy, and his team have been doing in their organisation. "We come up with simple systems as much as possible and agree on daily or weekly rhythms for meetings and planning wherein we stick to start and finish times. The more we are aligned and adhere to business rhythms, the more we multiply productivity. So, most of our focus is productivity, which is getting more out of each hour as opposed to cost savings,” he stated.

Think of various strategies that may be applied to your business

Look closely at how you do things and get your team to brainstorm and come up with strategies that will help you manage your cost more effectively. Moreover, be sure that these strategies are executed in your business. Rahul Kale, Director at Sunpower Renewables, revealed what they’ve done within their business.

According to Rahul, “We went through an exercise to identify the top 2-3 operational cost drivers and implemented a proper strategy to manage these costs. We also ran an internal competition within the organization and the person with the best idea to save costs over a period was rewarded. This strategy was well communicated and shared within the organization. It is important to get everyone’s buy-in to make this a success. We try to do it as much in-house as possible to save costs, and as of late, the simpler things seem to be helping us save a lot:

• Being more energy-efficient by turning off the computers and lights before we leave;

• Calling our suppliers and asking for discounts if we buy in bulk (important to have good inventory control and line-of-sight on future orders to do this);

• Replacing paper-printing marketing material with digital and online material;

• Utilising technology and VC tools to reduce commuting and travelling costs;

• Doing a barter system with businesses in the area. We specifically worked with a data & AI business that we have helped go energy-efficient, and they returned the benefits via reduced bills as their energy costs have plummeted.”

Automate

Taking advantage of technology and, at the same time, making less use of physical resources is one way of lowering costs. This is why Cameron Bell, CEO at Pyrochar, utilise available software to his business’ advantage.

“I think people really overpay and underuse software. Many businesses (including my own) still rely very heavily on human input for certain tasks and requirements that could become automated with the right level of skill. My secret weapon is Zapier, which is used to automate as many things as possible. While I do currently automate a fair amount, I know I could do it more with greater skill in that area which would allow for: a.) lower staff costs or b.) a reallocation of staff capital to revenue-generating processes that need human input,” he shared.

These are just a few things that you might be able to apply to your own business as well, but there are still more best practices and suggestions out there on how you can manage your resources well. Now, if you have an office budget-saving tip, we would be happy to hear them. Share your tips below in the comment section.

Looking to expand and take your business to new territories?

EO Melbourne members share their business expansion experiences and tips.

When treading on unfamiliar environments, you will need all the guides and pointers you can find to steer your business in the right direction. Entrepreneurs from EO Melbourne share their respective journeys along with a few tips on how to expand one’s business to new territories.

AARON SMITH, KX PILATES

Now with his brand present in Australia and Asia, Aaron Smith, Founder of KX Pilates, had to surpass the hardships of starting and growing a business. “I opened KX Pilates in Melbourne in February 2010. With 10 studios under our belt and a team in place to continue the growth in Melbourne, my wife Andi and I decided we would move to Sydney for two years to open and run the first flagship studio in Surry Hills,” Aaron recounted.

They researched on their competitors, studied the demographics of their market, and assessed their studio accessibility. Along with that, they matched as much as they could their Melbourne business. “It was an incredibly hard slog, but after 6-12 months, we saw huge success,” Aaron professed. It also helped that two of their best owners/trainers moved to Sydney with them to take on the other best locations available.

Aaron attributes the success of their expansion to PEOPLE. “The culture of the business also came with us. The brand has seen success in all other major Australian cities with the assistance of our Melbourne or Sydney-based trainers, moving to those places long-term.” On the international front, the same happened as they opened in Jakarta, Indonesia in 2018 with an incredible business partner, which they hope to replicate in China at the end of the year.

Aaron’s tips to those expanding to a new environtment are:

• Do your research and grow in one place properly first. So many businesses just 'assume' that because their business has worked in one city/state or even country, it will work everywhere. This couldn't be further from the truth. Test out the market first, do you research on similar competitors in your space and start lean and build from there. 

• Drop the ego. Yes, it's great to say you are now in multiple cities, states or countries. But if you can continue to focus and grow your business in one place first, then do it. Fewer businesses in more locations is a recipe for disaster if you are not prepared. Higher expenses with travel and being farther away to manage your team will make running your day-to-day business tougher. Business is hard enough, so why make it harder if you don't have to?

• Find the right people with the right brand fit and local cultural experience. You need to be able to trust them that they will do right by you and the brand. Our strategy is not just about putting dots on the map. It's about opening in a new country with the right person who will grow your brand in that place the way you want it to be done. 

DION CASTLE, STRUBER

Expanding in various states of Australia is doable, although it’s not a walk in the park as Struber CEO Dion Castle explains how they enter new territories. “We've gone into three states and then doing the fourth and the fifth state at the moment. Each state is on a different level of a journey.”

Working primarily with governments and large enterprises, Dion admits that there’s a lot of high barriers to entry. Recognising this reality, they use data to understand the market and time their entry effectively. Once they have looked into the data, they conduct in-depth stakeholder analysis and assess what is required of them, particularly in terms of skills and talent. At the same time, they think of the branding and marketing elements needed in their work, as well as do lead generation and build their databases. Also, they focus on providing value to the industry, looking after the long-term interests of their clients.

“That's the early stages,” Dion remarked. “Once you're able to move through that, the next phase is about maintaining relevancy to your customers in the new markets. It’s continuing the same level of energy when you entered the market and sustaining that over time, showing that you are an active participant in the geographic region and finding ways to continue to support the agenda of the enterprise or the government and the community at large. Also, you continue to expand the talent locally step-by-step, ensuring that you've got the right team members to be custodians of what your company stands for. These are people who can continue the founder-led philosophies that made your company great in the first instance and continue on that legacy further afield.” 

Going through all these activities in expanding his business, Dion shares some of the key learnings that he gathered from his journey. These are his guiding thoughts on expansion or entering into new markets, which requires people to do their homework, do their research upfront and make sure that they have the right pieces to support that:

• ‘Go slow to go fast’ and ‘ measure twice to cut once’. Doing data analysis and looking at your timing and your activity, try not to make rash decisions, particularly around talent that join your organization. Talent needs to join for the right reasons and at the right time and any rash decisions on talent will inevitably lead to churn and turnover. In our game, we need to make sure that the talent matches or is above and beyond the expectations of our customer base. Finding the right talent can take time, and you have to be okay with the fact that it takes time.

• Note that investing in your geography will cost you two to three times more than what you planned or anticipated for it to cost. Even with your best projections, it will cost two to three times more and will take two to three times longer to do it right. If you think you can get away with it at a cheap budgetary expenditure level, it will still cost you a lot more because you'll have to pay for the learnings through the journey. And there's a lot of learnings that you will undergo during an expansion.

• Make sure that you have an incredible supportive leadership and start to build that early. You need to try and identify as early as you can who will be the custodians in your new location to be able to carry the legacy forward. Leadership is something that takes the longest amount to build. However, you can purchase leadership but you can't purchase loyalty. You have to work to build loyalty over some time.

• While you're going through this journey, you need to measure to get better. You need to constantly measure your performance against your objectives of entering the new state or region. It includes tracking your performance in the short intervals using reports and data that you collect to be able to show patterns and behaviours on how you're performing in your expansion efforts.

• Don't be afraid to turn on and invest more or wind down a region based on the information that you get. Such information can be gathered not only from internal sources but also external sources in the economy, such as changes within the macroeconomic context. From there, you can adjust your strategy accordingly. At the very worst, have an exit plan. But in the markets that we operate in, it's a calculated investment, so an exit is only a very last resort, but would likely come back with a return mission in the future.

JOHN BEVITT, HONEYCOMB

Honeycomb, an innovative market research and customer insights agency, have consultants in Melbourne & Sydney, servicing clients Australia-wide. John Bevitt, Managing Director of Honeycomb, has a few tips for businesses that are considering to add a new product in their offer or to expand to new territory, whether it’s a geographical market or another industry:

• Get to know your potential customer and make sure you’re solving genuine problems. Many times, a client has come to us with a product or service they are developing on the hunt for a potential customer or market to buy it.  The most innovative products and services are those solving genuine problems. A lot of the research that we do helps businesses identify and develop these solutions by understanding the customer journey and their mindset, attitudes and pain points experienced throughout it. Start by talking to a few of your potential customers and identify patterns. From there, do a short survey with a larger group of prospects to validate these patterns and ensure they’re representative of the broader market.

• Communicate clearly and stop trying to sound fancier than you are. We have found that we get the strongest response and greatest uptake when we demystify what we do for clients. By focusing on the outcomes and benefits of the service we provide, clients are given certainty around what needs to be done and why, as well as confidence in their ability to explain this to stakeholders. The temptation that commonly occurs is to package up a solution and put a fancy name on it with limited context behind how it works or what value it provides. While this can generate intrigue, it also creates a lot of resistance as clients find it difficult to understand or explain to their stakeholders.

• For B2B Businesses, make sure you’re also delivering value to the human aspect, not just to the ‘client’ or business. When asked who my clients are, I usually respond, ‘Brand X’ and ‘Brand Y’, not Joe from Marketing or Monica from Product. As such, it can become a bad habit instead of adding value to the businesses you work with and the people in them. During COVID-19, a lot of our clients were fearful or uncertain. To help them, we brought them together and hosted virtual forums to share their experiences, strengthen their networks in the industry and validate what they were doing against each other. The sole agenda was to give the people we work with an ounce of certainty and confidence about the future and how to plan for it.  

Taking into account these entrepreneurs’ experience and learnings in their expansion journey, they can be your compass and guidebook for business growth as you embark on what you may consider as your uncharted territories. It is better to equip yourself as you take your first step on unfamiliar environments rather than take the plunge without much preparation.

If you have an expansion experience or story to share, send us a message at communications@eomelbourne.org or drop us a note at the comments section below.