Business, like life, is cyclical. As our life goes in different seasons — spring, summer, autumn, and winter — so are businesses cycle also through. So as business owners, we must navigate all seasons and stages with the confidence that no matter what season we’re in, it shall soon pass into another. We may stay in certain seasons longer than others, but eventually, everything will shift and move forward.
We should learn to run a business according to its season. If we treat all seasons equally, chances are, we will be unprepared when another winter inevitably arrives. Here are the things you should know about to make your seasonal business a year-round success.
Develop a strategy for each season
Be prepared for the challenges and take advantage of the opportunities. The best way to do this is to creatively utilize your business assets throughout the year. Evaluate what you have and how you can put your space, equipment, or branding to use in other creative ways. Think about how your employees can continue to add value throughout the year, consider the talent you have on your team, as well as your partnerships and vendor agreements.
Pay attention to trends and changes in your seasonality
Use brochures, emails, newsletters, blogs, direct response mailers, and other marketing tools to keep your company’s name in front of visitors, prospects, clients, and customers. Do it differently and creatively each time.
Pursue possibilities from your clients’ perspectives
Test the market. Ask your clients some focused questions about their degree of interest through a brief survey, letting them know you’re exploring the idea of expanding your offerings.
Create a Game Plan
Explore whether it would make sense to expand into a year-round business – or at least beyond your peak seasonal boundaries – and be active as a business longer each year.
- Do market research.
- Focus on your assets.
- Talk with other business owners who have expanded and learn from them about the real-life costs and benefits.
Get to know the seasons of business and what each has to offer
Strengthen and grow your business in spring and summer, and build and sustain an enduring financial foundation in autumn and winter — and see how your business will be ready to thrive for many years to come.
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