12/09/2019
#3. The profitability phase
Most businesses that you’ve seen operate in your neighborhood for an year or so, are probably in this phase. Every start-up hopes to reach here some day. This is the reward for solving a problem! Welcome to your business!
In this phase, sales revenues are slightly above the cost of operation, not statically but gradually and smoothly rising. The entrepreneur can comfortably foot their bills and save something. They can afford to support their families, at least basically, and occasionally treat them! After the previous bumpy ride, most entrepreneurs feel they deserve some good time. They have been roughed up enough, therefore it is time to clean up, sit and have it easy.
The most common characteristic of this phase is that it is a comfort zone. Midway though, profits will go through slumps and recovery or just remain constant. The revenues are at this point highly dependent owner’s decision. Good financial or marketing strategies will improve profit but poor strategies easily lower the revenues. The business cannot survive in their absence. Often, the entrepreneur feels insecure to delegate duties and when they do, they have to closely monitor the activities.
After a very bumpy ride, it is unlikely that the entrepreneur wants to try new territories or new strategies yet. There is a momentary phobia to open new markets or invest further. If this phase is long, although this depends on the kind of business, it is likely to be over taken by other peer businesses or lose part of its market frontier (mostly due to too much familiarity with customers, unprofessionalism and I-know-it-all attitude). Soon profits may start to slump without recovery! At all cost, no business should get here. The owner(s) should put up proper independent working systems. This is the gateway to the fourth most-romantic phase!
#4. The sustainability phase
Businesses in this level have sort of assurance of continuity for a very long time. Profitability and continuity do not highly depend on direct actions of the owners, their abilities or skills. Usually, the owners are vision carriers who only provide guidance to the professional management team, already in place. From top management to the lowest cadre, this vision is articulated and absorbed in the hearts of all stakeholders.
Over time, a business in this face develops values that guide its operations. A fully operational finance department is in place to incur costs and receive payment on behalf of the owners. Production and sales department are well constituted, professionally run, and responsible. Specific roles are assigned specific people who are accountable to the top management or to the owner(s).
A sustainable business will have established market share that gradually grows. Systematically, more investments and new territories are concurred with ease, while gradually and predictably, profits rise.
Very few businesses have reached this revered, more like Abraham Muslows’ final phase of Hierarchy of Needs. Every start-up aims to reach here. Nonetheless, you will agree with me that it takes time, effort and resilience. There is need to allow for slow but consistent growth. Every forward step an entrepreneur makes plunges them closer to sustainability.
Here at HelaChap, we wish you the best as you metamorphose to sustainability.