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77Small Business Strategies:Small Business Strategies:

Imitation with a TwistImitation with a Twist

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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Objectives:Objectives:• Learn the decisions needed to establish a foundation

for strategic planning

• Learn the forms of imitative and innovative businesses

• Articulate the benefits that win over customers

• Use SWOT analysis to identify strategic options

• Under the major strategies of business-differentiation, cost, and focus

• Use value chain analyses to apply strategy throughout the firm

• Learn how to sustain competitive advantage through attracting customers and discouraging competition

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• Focus on Small Business: Mindnautilus.com

• Nick TostenrudeNick Tostenrude met Dennis MoultonDennis Moulton in 1999

• Both wanted to go into business for themselves

• PC/Internet-based programs to help recovering brain trauma victims

• People with brain trauma did not have access to needed equipment

• Enablemart.com, selling assistive devices

• Customers in 50 states and 20 countries

• 10% of profits to charitable causes from customers

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Strategy in the Small BusinessStrategy in the Small Business

• StrategyStrategy: the ideas and actions that explain how a firm will make its profit– Good strategy leads to greater chancesgreater chances for

survival and higher profits for small businesses

– What makes a strategy “good”“good” is its fit to the particulars of your business and the resources you can bring to it

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The Small Business Strategy ProcessThe Small Business Strategy Process

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1.1. Prestrategy: First Step of Strategic Prestrategy: First Step of Strategic PlanningPlanning

• Goal is deciding on product or serviceproduct or service you intend to offer and the general nature of your intended market

• IndustryIndustry: general name for line of product or service being sold, or the firms in that line of business

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• IndustryIndustry– Key is selecting an industry that offers good

potential for making a profit– Also needs to offer attractive opportunities to

work with a minimum of risk and competition– http://www.census.gov/epcd/naics02/– Trade associationTrade association: group of people in the

same industry who band together to represent the industry to the public and government

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Question

The size of the market refers to:

a) scale

b) market mass

c) scope

d) niche

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• MarketMarket: business term for the population of customers for your product or service

• ScaleScale: size of the market – Mass or Niche

• ScopeScope: geographic range covered by the market– Local to Global

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• ScaleScale: most industries have both massmass and nicheniche markets– Mass marketMass market: large portions of the population

• Example: all men, all women, all teens, et al

• Mass market is broadbroad

– Niche marketNiche market: narrowly defined segment of the population that is likely to share interests or concerns

• Example: Hallmark vs. SimplyShe

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3 Rules for Niche Marketing• Niche marketing can be extremely cost-

effective• Niche marketing can be a low risk way to grow

your business following 3 rules:– Meet their unique needs

– Say the right thing

– Always test-market

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• ScopeScope: locallocal or globalglobal– Can be local, regional, national, international,

or global– Scope is important for two reasons:

• Knowing your scope helps deciding where to focusfocus sales and advertising efforts

• Knowing your target market gives you a way to know which competitorscompetitors to worry about most, namely those within your market scope

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• Imitative strategyImitative strategy: doing more or less what others are doing– ClassicClassic small business strategy– Almost 2/32/3 of people starting business use

this approach– AdvantagesAdvantages: existing technologies, possibility

to buy existing businesses, customers already know what you are offering

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• Degree of similarityDegree of similarity: extent to which a product or service is like another– Imitation is not likely to matchmatch precision or

completeness or copying seen in franchising– Imitation plus one degreeplus one degree of similarity:

copying of existing businesses with the exception of one or two key aspects in hopes of improving them

• Pure innovationPure innovation: new product or service, also with a unique setting

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Tool: Industry AnalysisTool: Industry Analysis

• Industry analysisIndustry analysis (IA): a research process that provides the entrepreneur with key information about the industry, such as current situation and trends– Helps to estimate possible financial returns

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• Basics of Industry AnalysisBasics of Industry Analysis– SIC/NAICS number and description: online– Industry size over time: online– Profitability– How profits are made: interview or articles– Target market competitor concentration:

directory checking– Analysis– Sources

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2. Benefits: Second Step of Strategic Benefits: Second Step of Strategic PlanningPlanning

• BenefitsBenefits: characteristics of a product or service that the target customer would consider worthwhile (low cost or high quality)– Key decisionKey decision is deciding what benefits you plan

to offer to your customer

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Value Value BenefitsBenefits– Quality

– Style

– Delivery

– Service

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– Technology

– Shopping Ease

– Personalization

– Assurance

– Place

– Credit

– Brand/reputation

– Belonging

– Altruism

Cost BenefitsCost Benefits– Lower costs

– Scale savings

– Scope

savings

– Learning

– Organizationalpractices

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Leveraging Opportunities During EntryLeveraging Opportunities During Entry• 77 Entry WedgesEntry Wedges

– Supply shortages

– Unutilized resources

– Customer contracting

– Second sourcing

– Market relinquishment

– Favored purchasing

– Government rules

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What are the components of a SWOT analysis?a) small, working conditions, organization, timeb) social, weaknesses, opportunities, technologyc) strengths, weaknesses, opportunities, threatsd) segment, wealth, organization, technology

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Question

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Tool: SWOT AnalysisTool: SWOT Analysis• SS: Strength

WW: WeaknessOO: OpportunityTT: Threat– SWOT looks critically at these factors

– Used to organize and perform an analysis of your company’s current and future resources and situations

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• SWOT: StrengthsSWOT: Strengths– Customers ready to buy– Specialized knowledge– Trade secrets– Patents, trademarks, copyrights– Brand or personal recognition– Prior self-employment experience– Prior sales experience

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• SWOT: WeaknessesSWOT: Weaknesses– Customers not ready to buy– Inadequate financial backing– Easy-to-copy business– Undistinctive product, service, or brand– Location or facility disadvantages– Lack of self-employment experience– Lack of managerial experience

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• SWOT: OpportunitiesSWOT: Opportunities (from entry wedges)– Supply shortages– Unutilized resources– Customer contracting– Second sourcing– Favored purchasing– Technology creating new products/services– New markets opening up

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• SWOT: ThreatsSWOT: Threats– Economic downturn– Oversupply– Competitive pressures– Supplier/customer pressures– Major supplier/customer loss– Missed window of opportunity– Negative government regulations or actions

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Inside the FirmInside the Firm

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SWOT AnalysisSWOT Analysis• Final stageFinal stage of SWOT analysis is to match it

against the benefits sought by your market• StrengthsStrengths should match or support the benefits• WeaknessesWeaknesses should not get in the way of

delivering the desired benefits

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Use SWOT to Kick-Start Your Planning• The SWOT analysis--evaluating strengths,

weaknesses, opportunities and threats--is one good way to start thinking strategically

• As you perform a SWOT analysis, try to involve other people; it improves the brainstorming value

• To clarify, strengths and weaknesses are about you and your company, its nature, history, and what it does and doesn't do well

• Threats and opportunities are external-- factors outside of your business

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Question

Which strategy is clarifying how one product is unlike another in a mass market?a) mass market strategyb) focus strategyc) cost strategyd) differentiation strategy

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Strategy SuggestionStrategy Suggestion• 3 Classic Strategies3 Classic Strategies

– Differentiation strategy: clarifying how one product is unlike another in a mass market

– Cost strategy: firm offers a combination of cost benefits that appeals to the customer

– Focus strategy: targets a portion of the market (segment or niche)

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• 7 Small Business Supra-Strategies7 Small Business Supra-Strategies– Craftsmanship– Customization– Super-support– Serving the underserved/interstices– Elite– Single-mindedness– Comprehensiveness

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Competitive AdvantageCompetitive Advantage• ResourcesResources: Any asset, capability, organizational

process, information, or knowledge that contributes to the firm’s performance– Tangible resourcesTangible resources: easily identified

• Financial (cash), Physical (land)

– Intangible resourcesIntangible resources: typically informational and and expertise-based practices and routines that are not clearly evident

• Human (skill), Reputation (trust)

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• Organizational capabilitiesOrganizational capabilities: abilities, skills, and competencies used by the firm to make profits from tangible and intangible resources

• Transformational competenciesTransformational competencies: firm can make its product or service better in value

• Combinational competenciesCombinational competencies: combining tangible and intangible resources– Vermont Bear Company’s Bear-GramBear-Gram

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• The VRIO AnalysisThe VRIO Analysis– Test 1: ValueValue – does the resource help you

increase sales or decrease costs– Test 2: RarenessRareness – is the resource rare

enough that you can charge more than competitors without the resource

– Test 3: ImitabilityImitability – can the competition imitate the resource

– Test 4: OrganizationOrganization – can the firm make use of the resource

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