All successful companies that you can think of will have started out with one single person and an idea. It shows us that anything is possible, and each of these large companies have grown in their own time, on their own roads and with different degrees of support, style, funding and trajectories. It takes a lot of hard work, careful planning and some luck to become a successful company that continues to grow over time, but you should look at the bigger picture and decide whether it pays to stay small and local as a start-up business to begin with.
The choice you make to market your business will be key to the growth of a company. Choosing the right path for your specific company is down to you, and where you see your company headed. You have a few choices on the speed in which you grow and whether to consolidate success on a local level over a set period of time, before making the move into larger waters.
Creating an Online Brand – In this day and age every business can set-up an online profile that speaks directly to its customers. Brand building takes time and you can cultivate an avid following of supporters with the correct approach, but to begin with it can all be set up pretty fast and in a cost effective way through social media and web building platforms. For start-up businesses that are yet to move into physical premises this is a great way to market your business and grow a customer base without the pressure of huge financial overheads.
Build a Local Brand – Even with the use of social media and the Internet it is important to cultivate your customer base within your local area. Sign up to local business network events, go out and meet people, potential suppliers, customers and others with knowledge of the area and your industry. Pay for physical signage and advertising in local publications where it looks potentially fruitful and try to grab the attention of local people who need your product or services.
Stay Innovative – Another way to stay relevant and continue to grow is to remain innovative at all times. You came up with a fantastic idea to build your product or service, and as your brand grows you will encounter issues that need resolving and customer queries, desires and complaints that you need to move through. The only way to guarantee continual growth is to look for new ways to innovate, to improve what you can offer and how you deliver that to your customers.
Staying local and small at the beginning of a business provides you with the time to iron out the kinks of your company. You can work out what goes where, whom you need to speak to and where you want to be, within a framework that isn’t costing you money and causing cashflow issues. Once you have worked this entire situation out and can see the clear path forward to growth, you can begin to widen your horizons and move away from purely local and online with your advertising presence.