Read this week’s guest blog by Donna Brooke, owner of Sunlover Retreat B&B in New Zealand, on pivoting with speed when the game changes.
“It’s not the big that eat the small; it’s the fast that eat the slow”
That title isn’t my own. It’s the title of a book that Jason Jennings and Laurence Haughton wrote that has resonated with me throughout the corporate world and now in my small business world. When we struggle to see or react to what the future trends really are, as opposed to what the trends might be, we fall behind.
Never has this been truer than our current reality we are all facing in tourism businesses. However, there are some of us that are doing well, against all odds it seems. These are not big corporate businesses necessarily, but small, agile businesses who can quickly react and change tack.
I liken it to a large ship. When an obstacle presents itself, the large ship is cumbersome to turn. Whereas, with a small boat, the reaction can be instantaneous as it ducks and dives.
So here’s the point. These days, speed is important. When you see a game change take place, it doesn’t mean you’re dead in the water. Rather, it means you need to act fast, be bold and be decisive.
Within the bed and breakfast industry, we’ve seen some very clear, agile decisions made that have had huge positive impacts on their businesses. These B&Bs are not bemoaning the fact that their international business has come to a halt but more have said “Right, what can I do to be more attractive to our domestic market”. New Zealanders are moving. They are ready to get out and explore their own country but just being open is not enough.
There are four points that I would recommend every business consider when working in the here and now.
- Anticipate the physical and emotional barriers being thrown up in front of a potential customer or guest. There is going to be a lot of customer perception out there about how safe your business is and your ability to deliver a safe and enjoyable experience.
- Spot the trends. The country trends, your industry trends and your competitor’s trends. One great thing to come out of lockdown is that there are loads of resources, free and paid for. Talk to industry groups and associations. Ask for their data and predictions. Many of these larger businesses and groups have access to high level data that we as a small business don’t.
- Put every idea through the grinder and don’t be scared to trial, accept, discard ideas that work and those that don’t. Assess not only your business but your customers as well. Walk through your idea from your customer’s experience. Do it physically if you have to.
- And finally, let the best idea win – Test/Review; Test/Review – Be brave and be honest. Most of all, don’t be afraid to give ideas a go. If ever there was a time to try something new, it’s now.
The message to all businesses is clear: Notice when the game has changed, and when that happens; take action quickly. Anticipate, spot trends, trial new ideas and let the best idea win.
Donna Brooke is the owner of the gorgeous Sunlover Retreat in New Zealand.
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