October 2008
Key Ingredients of Entrepreneurial Success
This is the season of self help books, lectures, late night television infomercials. Whether it involves selling a new face cream, a get rich quick real estate scheme or a book on government "grants", there are plenty of people out there hawking the secrets of success. What all these gurus say about the keys to success is easily translatable to key ingredients of entrepreneurial success. We all admire Bill Gates, the founders of Google, Walt Disney- all of whom built entrepreneurial empires- successful beyond any definition of success. What elements of business did they follow? Here are some:
A Dream With A Solid Base: The base needs to be the product or service. The dream includes the customer base. A great business needs a strong focal point- a major product or service needed and wanted by a target audience. You can invent the next great mouse trap- or you can improve the existing ones- or you can figure out ways to alternatively and creatively use the mouse traps. Diversity expands your ability and protects the business but even the most diverse successful businesses have a core expertise. Disney's is entertainment. Google's is information. Microsoft's is technology infrastructure. Find your base product or service, your best target customer, and always serve those focal points.
Planning: Dreams don't pay the rent. A successful business requires a realizable dream and the means to implement it. A business plan to start and expand your business is a key tool. It should be flexible enough to weather upturns and downturns, change with the times and the customer's needs. The most important thing is to commit the plan to paper (or disc) and periodically review it for relevance and to make sure you're following it.
Adequate capitalization: Show me the money! Too often, businesses fail because of lack of capital. When starting a business, one needs to look at more than the hard costs- at the carrying costs until such time as the money coming in the door exceeds the money going out. Capitalization can come from one's own personal resources, friends, relatives, loans, joint venture investments- whatever the source- it needs to be enough to allow you to deliver the promised product or service in the way that meets your market's needs.Capitalization also needs to be sufficient to cover the unanticipated as well as the anticipated costs.
Knowledge: Knowledge is a key element in business success. The most successful entrepreneurs take the time to learn everything about their business and always remember they need to keep learning. Successful business owners keep pursuing the knowledge necessary to run their business and keep it current.
Persistence: No one ever said it would be easy! Even the most successful entrepreneur has had his/her share of failures, frustrations, and challenges. The best entrepreneurs, however, work through it all and keep on going, even in the face of adversity. They stick to their dream, follow their plan (even if they have to tweak it), and find a way to survive the tough times.
An Invested Team: Successful entrepreneurs recognize they are not islands unto themselves. They surround themselves with capable people who care about the company and feel invested in its success. A good team can assist with all the other elements-affirming the solid dream, keeping the plan on track, managing money, providing knowledge, and backing up the entrepreneur to maintain the persistence necessary for survival.
So, when you're watching that late night "Get Rich Quick in Real Estate" infomercial on television, keep the key elements of entrepreneurial success in mind. If you have what it takes, then go for it- after you've defined the base of your dream and its niche, created your plan, gathered adequate capitalization, filled yourself with the required knowledge, built a committed team and recognized the need for persistence in moving forward. Then, you too can realize the entrepreneurial success of a Bill Gates, Google, Walt Disney!