Do you think there are fundamental
differences among developmental and promotional activities
appropriate to commercial enterprises, government entities and
non-profit organizations?
Lessening such
perceptions of separation is one of the major themes of our
consultancy and this website. Setting aside the issue of the source
of your funding, your economic survival often depends on fine-tuning
every aspect of your organization--and that includes harmonizing and
synchronizing your look and sound. From the first point of contact
anyone has with you, there should be clarity--of your purpose for
existence and a genuine expression of desire to meet the needs of
that person. The essence of your bottom line rests on whether you
are recognized positively; if not, you have not been successful in
your branding and marketing--OR the quality of your service or
products fails to equal your promotional activity.
Organizations, like
children, all benefit from exploring their world creatively. This
does not mean that the core of successful business practices are to
be ignored, but rather that in the execution of daily operations,
leadership should encourage staff, volunteers and supporting service
providers to think about the larger picture. In order to operate any
business or organization, certain structure has been erected:
~
A name was chosen and some statement of purpose and goals has been
declared.
~
Operational accounts (property management, IT, banking, payroll,
etc.) are in place.
~
Daily activity is evolving and periodic special events are at least
envisioned
~
As volunteer or paid staff join, some form of training and review is
activated.
~
Hopefully, at least a template-driven business plan is being
developed.
Unfortunately as the flow (and stress) of daily activity escalates,
it is easy to let long-term planning remain unexplored. Yet if we
would consider the parameters of long-term planning as being at the
core of each choice we make in daily operations, the flow of all
activity would be smoother. As Stephen R. Covey would say, "Begin
with the end in mind." One of his classic books on principles of
organization promotes basing choices in both our personal and
professional living on doing what is truly important, but not
urgent. By so doing, we will find greater fulfillment while
expending little effort on crisis management, as we have avoided
most stress-producing situations by doing our "homework" on a
regular basis.
AS A NON- OR NOT-FOR-PROFIT
ORGANIZATION, your goal may be to increase public
awareness of an environmental or health issue. The underlying
question for all your endeavors may be: How do we reach the greatest
number of people in the most impactful and cost-effective ways?
Appropriate answers will impact everything from your mission
statement and logo to: where you locate your offices; the grants you
seek; the people you want as directors, staff and volunteers; the
types of events you will plan; the relationships you will strive to
develop with leaders of business, government and the media.
AS A START-UP BUSINESS,
focused on an invention, your primary concern may be financing. You
may need to apply for small business loans or encourage venture
capitalists to invest in the development and sale of your product.
In any search for funding, you will need a strong executive summary
as the starting point of a comprehensive business plan. To shape
these materials, you will need to conduct research on: competitive
products, their promoters and sellers; the costs for production,
storage, sales and distribution of your product; the substance, cost
and scheduling of marketing and general promotion. Even while you
are conducting your research, you can begin filling in the blanks
provided by the most elementary business plan template. [For further
tips on the business plan process, please go to our page on
Grants &
Business Plans.]
AS AN ESTABLISHED ENTREPRENEUR,
it may be time to consider the eventual release of your
business to the next generation of owners and/or managers. Like a
start-up enterprise, you will need to present each aspect of your
business in the most positive light. Are your executive summary,
business plan, financial records and marketing plan in proper order?
Are your physical plant, fleet of vehicles, signage, website, and
human resource operations all operating well and are they positioned
for an easy transition? Do your clients, staff, neighboring business
concerns and community leaders all respect you and your operations?
Finally, regardless of how organized you are at what you do, and how
effective you are in marketing and promotion, there is one ultimate
and unifying principal to keep in mind at all times: Beyond the
professional appearance and strength of your organization, the
interest of potential clients, supporters, investors and/or eventual
buyers may rest on your personal reputation.