Marketing Consultant: 7 Things the Most Profitable Businesses Have in Common

POSTED: August 12, 2016 BY: CATEGORY:

While every business is different, the most profitable businesses have a few things in common. Once you know what they are, you can incorporate them into your business endeavours.

While profitability is by no means the only measure of business success, for most business owners it’s pretty important; most of us have mortgages to pay, children to clothe and a lifestyle to maintain, right?

Happily for us, Phil Ruthven of IBISWorld recently delved into the profitability of Australian businesses. While the 12 guidelines they came up with were mainly aimed at larger enterprises, I found seven that apply equally to success for small and large ventures too, based on my work as a marketing consultant.

1. They stick to one area rather than trying to diversify and do everything

The saying “Jack of all trades, master of none” would appear to ring true when it comes to business profitability. I have seen firsthand how spreading yourself too thin can lead to both burnout and lack of a clear business focus. If you’re feeling a bit burnt out, now might be a good time to look at the number of products/services you offer and rationalise whether those products/services are all giving an appropriate return. If the 80/20 rule applies here, then for most of us 80 percent of our profit comes from 20 percent of our business activities. So why are we spending so much time on the 80 percent of business activities that are only generating 20 percent profit?

2. They go niche

Most profitable Australian businesses make money by being a big fish in a small segment of their industry rather than trying to dominate everything. This makes sense for many business owners who don’t usually have the budget and resources for world domination.

3. They make use of outsourcing

Outsourcing enables growth by removing you from doing activities that don’t form the core of your business and getting them done elsewhere. I meet so many business owners who run themselves into the ground trying to do it all when they could affordably outsource many of the tasks they aren’t skilled in and spend their time working on their business rather than in it.

4. They get good financial management

Trying to do your own books and tax return might seem like a good way to save money but it will probably cost you in the long run (unless, of course, you are an accountant!). When you have a professional handling your finances, this doesn’t just free up your time, it allows you to make better decisions about how, why and why you spend your money, something that is key to the profitability of any business.

5. They’re ahead of the curve when it comes to industry lifecycle changes

Staying on top of industry developments is essential if you want to be a leading edge business owner. We are living in a time of rapid change and profitable businesses are the ones who can anticipate the next industry development and be there to meet it, rather than simply reacting to it when it arrives.

6. They develop strategic alliances

No business should be an island. Are there other business owners or organisations you can align yourself with for mutual benefit? I have seen firsthand the benefits of strategic alliances when it comes to marketing. Think about who you might be able to align with, for example, a beauty therapist could team up with a hairdresser, and a physiotherapist might ally themselves with a personal trainer. The trick is to pick someone who shares your target customer base but is not a direct competitor.

7. They’re unique

This doesn’t necessarily mean you have to find something nobody else is doing, but you can at least try to go about what you do in a different way. Think about what you offer and the overall experience your clients or customers have when they work with you. How can you make it unique and distinctive, and a reflection of your values and philosophies?

The top businesses in Australia all do these seven things and more, and as a business owner, following these tips can make a big difference to your chances of success.1

There are no guarantees but if you can do all these things you will be on a strong path to meeting your business goals, and getting the business and lifestyle you have always dreamed of.

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The era of data is upon us. 2015 is the year that those who are still relying on gut instinct to make marketing decisions are likely to fall behind as the marketers who use data start to leap ahead.



#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.