20 tips from entrepreneurs

8/3/2019 20 Tips From Entrepreneurs

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20 tips for growth: business owners tell

20 tips for

growth:business

owners tellAdvice on marketing,prot & planning


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Australias online magazine for entrepreneurs and SMEs


Every business owner knows theres nothing more valuable than advice from entrepreneurswho have been in the trenches and have the battle scars to prove it.

With this in mind weve prepared 20 tips from some of Australias best business leaders.

We cover a range of issues concerning SMEs and entrepreneurs, from knowing how toprepare for a negotiation to tailoring your strategy when building your business and preparinga realistic business plan.

Weve also got tips on hiring great sales people, good leaders, nding the right person foreach role and cultivating a positive attitude among your staff.

Theres also advice on improving your cashow management, how to adjust your salespeoples pay structure to get better results and a reminder to use your creativity within yourbusiness.

James ThomsonEditor, SmartCompany

INTRODUCTION


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TIP 1:Dont forget prot while chasing revenue

The usual trap I see businesses falling into is that they often chase revenue, andforget prot. In our organisation, we are very prot-focused, to the point we dont payour sales people for the total revenue of a contract, we pay them based on long-termrecurring revenue they provide. We align staff interests with company interests.

Our sales people originally just wanted to chase any business, but rather we said, letsjust keep to the products we know and then were going to have a price advantageover our competitors. Id rather have a smaller deal with a bigger prot.

Bevan Slattery, PIPE Networks chief executive

TIP 2:Make sure your pricing ts your marketing

I am going to make a sweeping generalisation here, but women really, really under-price. There could be a little lack of condence - they sort of think oh gosh, well if I

can do this, well then anybody could therefore I will lower the price. Ive met so manywomen who say I feel bad charging them so I just did it for free.

There was a lady I know that runs a business called Sara Jane Shoes and she importsshoes for ladies with large feet. When she rst started doing it the cost of the shoeswas lets say $40 and she was selling them for $50 and nobody bought them. Theywere Italian shoes, beautiful leather, but nobody bought them because everybodythought that obviously they couldnt possibly be genuine Italian shoes because theywere so cheap. And she put the price up to something like $300 and her businesschanged overnight and she was enormously successful.

Julia Bickerstaff, The Business Bakery


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TIP 3:

Select the right technologiesThe solution to selecting the right technologies lies in research. I recently sought anapp for my iPhone to view my modest share portfolio. It is not a big portfolio, so I didntwant to spend a lot of time or money on the research. I looked for the best free appand found Bloomberg was highly recommended. It turned out to be a good tool, butdidnt keep a tally of my holdings just a list of the companies that showed currentprices and change. So I had to look further and pay just over $8.00 for a tool that metmy purposes. The time that went into this research was over an hour.

When I wanted a more common app like weather, I just asked one of my techs in my

ofce and two minutes later had the solution downloaded for under $3.00.

The moral of the story is that you can put more time into your research than thesolution costs, and even then end up with the wrong product based on that research,and be forced to try again. When we are talking business apps, rather than iPhoneapps, this is an expensive proposition. Clearly we need to go back a step and look atthe strategic approach.

First, gure out what business functions you want to improve productivity in.

Questions here to consider are:

Where will you get the quickest nancial gains in your business? Can you group a few of these gains together and solve them with one piece of

software or one set of infrastructure? Will the cost of developing the solution be returned in a reasonable timeframe? Are there better technologies that will solve a broader range of problems? How will the solution integrate with other aspects of the business such as sales,

marketing, production and nance?

David Markus, Combo


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TIP 4:Look at your fee structure from another angle

We let our clients decide how much they should pay us. The client determines thefee and its entirely up to them to determine whether we have added value to theircompany.

For a year and a half, we didnt pay ourselves. Any revenue we earned went back intothe company to help us market, and to pay the lady who helped us in the ofce. Wejust spent that time establishing our name, and getting work by word-of-mouth.

But we needed to charge more, and we didnt know how to do that initially. But when

we had established a track record we wrote a letter to all our clients saying werenot charging enough for our services. Thats when we introduced this fee the clientdecides upon. We charge a xed fee, then they pay another fee that is up to theirdiscretion. Its been incredibly successful.

We recorded $2.6 million in revenue for 2007-08 with 5% growth in 2008-09 to reach$2.73 million.

Sean Russo, Noahs Rule founder

TIP 5:Fix any defaults on your credit le

There are avenues you can utilise to have your complaint addressed. However, youmust be aware that it is standard procedure for a default to remain on a persons creditle for up to ve years - it can be listed as paid, however it will not be removed.

The following steps can be taken to address concerns you may have about your credit

le:

Step 1: If you havent done so already, get a copy of your credit report. If theinformation in your credit record is wrong or misleading you can make a complaint.

Step 2: Write to the credit provider to raise your dispute. You need to give reasons asto why the listing is misleading or incorrect.

Step 3: If you do not receive a satisfactory response to your complaint you can make awritten complaint to the Federal Privacy Commissioner.

Christine Christian, Dun & Bradstreet


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TIP 6:Make sure you have the right person for the role

Everybody wants to run a team of A-graders, but youve got to nd the right person forthe right role. And I would say that an organisation has a certain responsibility to makesure theyve got the right person in the right role. So we use some tools to nd outwhat their strengths are.

We use the Gallup tool and we look at what peoples strengths are. So if youve putsomebody into an analytical role and theyre really, really struggling with it and they areat 60%, and then you look at what their strengths are and they might be WOO.

WOO is winning others over, and speaking to people - it might be positivity; theyre asbubbly as anything and youve got them in an analytical role. Youve actually put themin the wrong role.

So I think there is a certain responsibility for employers. If youve recruited somebodyin, be responsible about making sure you have the right role for them and youredelivering what youve promised.

Its a two way street here; dont bring them in to do what you think is one role and thenshift them into another one because that is more urgent than the others.

Naomi Simson, RedBalloon.com founder

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TIP 7:Improve your cashow management

The rst step to improving cashow management is to know your businesss balancesheet back to front. This may sound obvious but many people dont know what theyneed to know when it comes to cashow.

Often small business owners have a passion for providing a service or a productrather than a nancial background and it can glaze their eyes over until they get intotrouble.

The error many people make is to focus on their businesss prot and loss statement

to the exclusion of all else. Its a potentially fatal mistake because healthy prots canmask an incipient cashow crisis.

Prot and loss statements do not usually contain the information required to make anadequate cashow projection.

To get across cashow, you must start with a properly structured balance sheet thathas all the detail, from inventory and debts to interest costs. You must know andunderstand the numbers. Business owners often think thats what their accountant isfor, but they couldnt be more wrong.

Only with a comprehensive balance sheet in hand is it possible to construct a usefulcashow budget. Sometimes called a cashow projection, this vital document is abest guess at a businesss cash inows and outows over a period of time.

Business owners should update and review their businesss cashow budget on aregular basis using conservative revenue and expense estimates. This will not onlyprovide an early warning system for potential cash shortages, it will also help buildyour businesss credit track record, useful information when asking banks for credit.

Michael Burdette, business analyst and author


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TIP 8:Know how to prepare for a negotiation

When it comes to negotiations there are three things to consider. First of all you needto be very well aware that you know your needs and you know the customers needsand if you dont know, do everything in your power to nd them. Through skilful use ofquestions and listening, youll do that.

The second thing is relationships - you know you get more out of life and you getmore out of business situations if youve taken the time to build good relationships,friendships, rapport, and its a general rule that people will give things to people easierand more plentifully that they like. If someone doesnt like you, theyre not likely to give

you much. But if they like you, theyll give you that extra tip, theyll give you that extrasupport.

And the third thing is entrepreneurs have to learn to say no. So needs, relationshipsand no are very important in negotiations, they are the three key tips. Listening andrespectfully listening is the most generous or inexpensive concession you can makeas then the person feels respected and they feel at the end of the day that their needshave been taken into consideration.

Emanuel Perdis, Napoleon Perdis Cosmetics managing director


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TIP 9:Plan your IT spend

When buying things in a hurry people can make mistakes, so its better to spend sometime thinking about what you need to buy and at what price.

Theres no need to waste money just for the sake of buying new stuff. Discuss wherethe weak points are with your staff and systems administrator, and where they thinkyour systems can be improved.

That ve year old computer has been long written off, and the time your staff spendstruggling with older, inadequate technology is a far greater loss than the cost of

investing in new systems.

Also keep in mind there are various tax concessions currently available forbusinesses. So have a chat with your accountant before signing the purchase order orpulling out the credit card.

Technology is the most important investment your business can make. Now is the timeto think about the right tools so your staff can work wonders for your enterprise.

Paul Wallbank, PC Rescue founder

TIP 10:Find and hire good leaders

I look for leaders who demonstrate curiosity. By curiosity I mean they are constantlyrestless with the status quo. Theyre always looking into the horizon at emergingtrends. Trends that may not impact either top line or bottom line right now, but trends

in new types of technologies, changes in demographics, changes in trade patterns,changes in sources of capital, changes in supply chain and so forth and say: Howcan I capitalise on this?, How can I build new unexpected sort of value around that?,How can I cannibalise what Im currently doing and move ahead to the next wave?.Thats what curiositys about.

The best leaders are not only themselves curious, they hire curious people. And thatseasier said than done, because a lot of times we like to hire folks who basically will sayyes sir, yes maam to us, and curious people are often a royal pain in the behind.

Oren Harari, professor, Graduate School of Business, University of San Francisco


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TIP 11:Find a good board

I dont think that you can under-estimate the value of a board. Bringing in a board ofdirectors very early is hugely critical. If I had my time over, I would have brought insideprobably the rst two years of the business. It took me 10 years to do it. People say,Oh, I cant afford it and my response is, You cant afford not to, even if you just havea quarterly meeting of people who are there for no other reason than to help you.

Surrounding yourself with people whove been there and done it... theyve got a bit ofgrey power and theyre happy to advise you. So I think that thats critical. Not just foradvice but also for discipline.

I was 100% owner of this company for 20 years and I dont think we ever went to avote on the board, based on the fact that a lot of the times Id present up to the boardan idea. Theyd tell me I was off my head, go away and think about it and re-presentthe upsides and the downsides.

By the time the next board meeting came around Id either turn up and say, You weredead right or I would re-present, giving a lot more thought and realising that there waseither more opportunity or more risk involved.

I think that that is a great tip if you can surround yourself with two or three advisersand have structured meetings every month or every two or three months.

Tom Potter, Eagle Boys Pizza founder


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TIP 12:Know how to spot great sales people

What entrepreneurs should really focus on is nding other sales people to join theirenterprise and growing them once theyve got there.

We sell too soon. Were so driven to hitting our numbers that the person that getsoverlooked all too often is the customer. Are we really exceeding what the customersactual needs are? Are we delivering something that they actually have a desire and aneed for? And so a sales persons job is to do a lot less selling and a lot more helpingpeople to buy.

The very rst time that a customer elects to buy from a sales persons company theydont buy real value; they buy perceived value because the only time that you can buyreal value is on the second and subsequent purchases.

The very rst time you win over a customer, what youre winning them over with isperception of value.

Those are the people that are going to come in hourly on their own initiative. Theyregoing to stay late on their own initiative, and when the customer needs somethingtheyre going to jump before any of the customers say they need to be jumping. In fact,

theyre going to ask how high they should jump. And as an owner-entrepreneur thatsnot something you can very easily dictate.

Jack Daly, sales guru


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TIP 13:Cultivate a positive attitude among your staff

My theory is that most every new employee, and including myself, comes to work withan attitude of I want to do the best I can and Im going to add value and Ill do the rightthing by my customers and by my clients. Then because were all human it all getsmessed up based on the inter-relationships that we have with each other.

Weve made a lot of effort in deciding a culture or a set of ethics that we wish to dobusiness with, but most importantly a set of rules about how we want to get along witheach other. Once we formed that culture, as a very small company everybody whocomes along gets educated in that culture and either decides that theyre going to like

those rules and t in with them or they can leave and go somewhere else.

We have a term called FIFO, which most people could guess what that means, butbasically its a set of rules that dene how we work and get along with each other.

FIFO is about helping people recognise that getting along with other people is asignicant efciency gain in your business. And if youre someone whos a superintellectual person and can add lots of value to a business but the way you go aboutoperating really distresses everybody else around you, you might be adding extravalue but youre taking it away from all those other people.

Neil Tilley, Upstream Solutions founder

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eworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/promo/20100511_Business_Centre_Preview.htmlhttp://ad.doubleclick.net/clk;227010651;14947462;a?http://www.officeworks.com.au/retail/p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TIP 14:Prepare a realistic business plan

When youre starting out in a business, you actually cant plan for a lot of the thingsbecause you just dont know enough. But I think there is sort of a halfway housewhich is actually thinking about the business in terms of what you are bringing to thebusiness.

Maybe Im bringing my technical skills or maybe Im a person whos very good atselling or maybe Im a person whos very good on nance or maybe Im a personwhos a very good manager. But what are all the other things that the business needsthat I dont bring to it? And I think thats the number one thing that people dont think

about.

The other part I think is actually the money model - how are we actually going to makemoney out of doing this? And I think thats the big thing that people dont do ahead oftime.

So its less about the sort of formal business plan and big analysis. Because peoplewho do big analysis of markets always go wow, look the market is $20 million and weonly need this tiny percentage of that so were going to be rich because were going toget $2 million straight away. But they dont think whats the actual cost of marketing to

those people, whats the cost of producing, whats the cost of distributing, whats thecost of this and that and everything.

So they dont actually put together what I call just a simple money model of how arewe going to make money out of doing this and whats the value that were adding?

One of my favourite sayings is from the cook Nigella Lawson. She always says acake demands mathematical respect. And I think the same with starting a business.A business demands mathematical respect, you need to have a look at it from anumbers point of view and thats the key thing that people dont do. Ive seen lots ofbusinesses start up and they actually werent ever going to be able to make money outof it because there is a huge chunk which theyve missed in the process.

Julia Bickerstaff, The Business Bakery


14/18



TIP 15:Target Gen Y

I think the biggest mistake is lack of knowledge on how best to connect with thismarket. It is very competitive out there in the advertising industry and in saying thatthere are a lot of companies that believe that they have the right tools to access thisparticular audience.

The biggest segment is mainstream, representing 50% of the young adult lifestylemarket, but the most inuential segments are the style surfers and brand winners. Andthe most commercial are the brand winners and the brand followers.

Were talking 16 to 30 by demographic, but we also measure the psychographic aswell because we recognised over the last seven years of doing all of this research thatits more of a mindset and a behaviour than it is an age.

So we ask a number of questions about self-perception. So how you perceiveyourself and how you want others to perceive you to help you establish your identityand enable you to express yourself. And those questions of perception enable usto understand whether somebody that is 34, 35, 36 or 14 or 15 years of age still tswithin the mindset of 16 to 30 year olds.

There are a lot of companies that will just go out and just go its on television, itson outdoor, its on radio, its on the internet because we need to be on the internetbecause all the young adults are on the internet.

What theyre sort of missing is the ability to plan accordingly so that you sort of put itinto their environment rst so that theyre the rst to know and then let it amplify outinto the broader mainstream mediums, which are still very important and still verypowerful and very much part of the mix.

Dion Appel, Lifelounge


15/18



TIP 16:Use your creativity in business

I think the word innovation is bandied around by every man and his dog. We all aspireto be innovative, but actually what many people dont recognise is that innovation canonly occur when a creative process is in place. So many organisations that claim to beinnovative dont actually have creative processes in place.

For some reason we havent called research creativity in Australia. We see creativityas ballet dancing, singing, writing, sculpture, whatever. But actually creativity issomething that we all have access to, no matter what our job, whether its a GP, aCEO, a head of a board or an accountant.

There is a 15 country study that showed that three to ve year olds exhibit 98%creative behaviour and then by the time we get to 25 weve been educated out of ourcreative behaviour and its measured at 2%. But its still sitting there, were just notreally nurturing that.

If youre only focussed on results and the left side of the brain, youre going to miss outon a huge amount of potential that your people can bring to you.

Furthermore, people who are not feeling like their creative side is being nurtured, that

their voice is not being heard, that all their talents are not being brought to the table,dont contribute as much and they dont feel good.

So by having creative processes and creativity in the workplace, you engage betterwith your employees, they feel better, they are more likely to be innovative and yourbusiness is going to be a lot more productive.

You cant have innovation without creativity. You have to adopt some creativeprocesses, and I dont mean that all employees have to sing and dance, but peopleneed to be encouraged to think creatively and perhaps there needs to be catalysts andambassadors so that creative ideas are brought forward and come from the bottom upto the top.

And also from the top down because I think there are plenty of people in boardroomsthat are actually very creative but feel stied by the strict governance processes thattake place in a boardroom.

Tania de Jong, Creativity Australia founder


16/18



TIP 17:Tailor your strategy when building your business

Entrepreneurs and business owners must realise that circumstances change,customers need change. There will be events that nobody has predicted.

You really need to think change and adapt very, very quickly. I saw the credit crunchinitially as a huge concern and weve turned that into an advantage for us. Thatswithout the Commonwealth Bank involvement, and we then had to work out how couldwe absolutely leverage our strong position and we worked very quickly, and the goodthing with the Commonwealth Bank was they had a strong appetite for investment withAussie because they approached me and I had never been out to look at selling part

or whole of the business.

You need to be on the lookout for ways to grow your business rather than justorganically, and that really does mean that you need strong business relationships andpartnerships with those organisations that share the same vision synergistically, andyou need to understand very clearly those areas of your business that would benetby forging strong relationships.

Youve also got to be in a position to adjust very quickly to changing marketcircumstances, and fortunately for us Aussie is an organisation that is used to change.

We embrace change. We always have. We always look for opportunities and thepositive nature of change rather than be a victim of change, which unfortunately manyorganisations succumb to.

John Symond, Aussie Home Loans


17/18



TIP 18:Make sure you actually take holidays

At various points and times Ive almost gone a bit loopy because youre just soentrenched in the business. You forget to have holidays, all the things that you knowyou should do but often dont get around to doing. I guess maintaining tness is a bigthing. Ive got a dog, so when youre in the middle of the day and its all getting a bitheavy and you are going what am I doing here?, simple things like taking the dog tothe park for a walk can often clear the head.

Theres no silver bullet answer there. Denitely having holidays is a big one and all theentrepreneurs that I talk to say when you come back from your previous holiday, book

your next one because 18 months go by and youve kind of forgotten to take one andyou dont realise youre burning out.

Scott Kilmartin, Haul and Riveting founder

TIP 19:Adjust your sales peoples pay structure

to get better resultsWe reduced our sales staffs commissions down to about 10-15% and we gave thema base salary and a car allowance, just to give them a little bit of comfort. And thoseguys that are still with us have really kicked on. And Im pleased to say that most of oursales guys have got the capability and some are earning over $100,000 per annumnow. Its a system thats working.

In addition to that, a lot of our leads are generated through telemarketing efforts andinitially the technology provided inside the telemarketing teams was quite woeful.

None of the telemarketers had a computer on their desk when I walked in the buildingand they were using physically the Yellow Pages and local papers for generatingleads. None of that was being recorded so obviously that changed dramatically with abrand new CRM system and a lot better lead management with automatic email leadsto salespeople, so we could act a lot more quickly.

David Burden, Webrm chief executive


18/18



TIP 20:Learn how to fail

Growing the company has been a nightmare, because in a way we are creating anindustry. We deliver 25% of solar systems in the market, were the largest supplier bydouble, and challenges have included nding people to hire who simply dont exist.

There is no single entity to recruit from, and weve had to invest, train them and dothat very, very quickly. And with no one to follow, the industry sort of watches us, andwhenever we do something right that rolls on, and whenever we make a mistake itsavoided.

Being at the forefront of an industry, there is something going wrong every day. Wevecertainly failed in a number of ways, because we are creating an industry and donthave anyone to copy off.

As soon as we roll something out, you make a lot of mistakes and you have to create aculture that says its okay to do that, its okay to learn from them and move on quickly.When we do something right, others copy us, and when we make a mistake they learnfrom that and run with it.

Tony Thornton, Solar Shop chief executive
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