Every January I sit down and write up our growth strategy for the coming year – it keeps us on track with milestones and goals to reach. I take a few hours, pour myself a glass of cabernet and get to work. Everything is more fun with wine.

There are a ton of books, blogs and articles out there that outline the proper steps to develop a strategy, vision statement, mission, etc. You can quickly become overwhelmed and feel like everyone else is much better prepared and organized than you. Do you need to set goals and determine how you measure success? Obviously – but here is the best part. YOU get to determine how you want to write it up and communicate it to your team.

If you spend all your time writing, you won’t be doing and you definitely won’t have any time for wine. Not to mention, you will be more confused then when you started.

There is no need for a long drawn out strategy that no one will read and is so full of buzzwords (cause it follows the template you downloaded off the internet) that you are more confused after you wrote it than before you started.

Here is what works for 834:

• Elevator pitch: Has this changed? Is everyone on the same page? I update as needed.
• SWOT: Yes this is an oldie, but looking at the business and identifying our strengths, weaknesses, opportunities and threats is a great way to start thinking strategically for the coming year.
• Goals: What the hell do we want to accomplish in 2016? For me this is super detailed – such as 1) Revenue 2) Money in the bank 3) Salaries. Then I map out what will the results be if we hit these goals – bonuses? A staff retreat?
• Metrics: Along with goals, I map out how we measure success. Is it client retention? Conversion rate?
• Target Customers: This can change from year to year for us, so it is important that I redefine each year to ensure our messaging and communication stays on point.
• Industry Snapshot: How is the industry doing? I look at the geographic region and where our clients currently are. Should we expand?
• Competitor Analysis: Who are our major competitors? Have they changed in the last year? What are they doing well that we aren’t?
• Marketing Plan: How will we communicate our value and continue to dominate in the field of integrated communications? This includes – blogging, contributing to publications, networking, etc.
• Financial Projections: What is our monthly budget?  Gross revenue goals? How do we determine project success?
• Org Chart: Do I see us needing any additional staff members? Have jobs changed at all? Sometimes laying this out in a chart helps you identify where any holes might be.

This is what works for me, there may be a better format for you – there is no right or wrong.

After I write the strategy, which is 2 or 3 pages at the most, I discuss with the team. I ask for their input, thoughts and goals for the next year. If you don’t have buy-in from everyone then it will be impossible to meet goals.

Take my advice – be brief, to the point and make it simple! Now go reward yourself with a glass of wine or 3.

~The unicorn is part of the world of nature and part of the world of dreams–and completely of the heart. In many ways, it is a symbol of our longing for the mysterious and the unattainable~

A few weeks ago I attended the Small Business Association of Michigan (SBAM) Leadership Council conference. It was incredibly humbling and energizing to be in a room with other small business owners that share the same pain points, challenges and failures. In a lot of ways small businesses are unicorns, we pour our heart and soul into pursuing what most consider unattainable.

Small businesses are magical, they are by far the most beneficial to our economy on a statewide and nationwide level. There are a lot of small businesses out there, yet it would seem we don’t truly understand the power of being small.

Here are some interesting small biz stats for you on a statewide level (2012-2013 – is the latest data from youreconomy.org):

• 99.90% of all businesses in Michigan are considered *small.
• Small Business equates for 80.13% of total sales in the state. How about that for buying power.
• Growth of the number of small businesses over the last 10 years is approximately 5%.

Did you know that small businesses account for 99.7 percent of all of the employers in the U.S.? The Small Business Administration reports that from 2005 to 2008, small businesses were responsible for creating 81.4 percent of the net new jobs in the U.S. As we all  know, job growth is imperative for the continued growth of the U.S. economy, and small businesses meet those needs with new jobs being created all the time.

So what can you do as a small business?

• Well for one, join www.sbam.org (and no this is not a paid commercial), I wouldn’t recommend it if 834 didn’t receive significant benefit from it. SBAM had a pivotal role in ending the Michigan Business Tax (MBT) as well as the Personal Property Tax (PPT). They are one of the largest state based associations in the country with 25,000 members and put on the largest peer to peer small business summits with over 800 companies and over 360 buyer opportunities.
• Support other small businesses. Shop small on November 28th for Small Business Saturday and show the country just how significant buying local is. Frankly any day of the week, supporting small businesses should be part of your everyday routine.
• Educate yourself. Understand your state’s agenda as it relates to small businesses. Familiarize yourself with legislators working on your behalf and become actively involved.

It was refreshing to be around other business owners that understand their value and how it translates on an economic level for Michigan. We have a long way to go to but we are lucky to be represented by an organization such as SBAM that advocates on behalf of small businesses.

There is power in numbers.

*Small business for these stats is considered 499 employees or less (SBA standards).

Sources: www.sba.gov, www.sbam.org, www.americanexpress.com/us/small-business/shop-small

For the first time in my 36 years (I know…it took me that long), I traveled overseas to spend 2 weeks in a foreign country. The country of choice? Spain. The trip was full of a lot of firsts for me and I can’t help but compare everything I do back to 834 and running a business.

Here are my takeaways from my whirlwind of a trip, besides the amazing cheese and sangria.

1. Understand your customer. Understand their behaviors, needs and schedule. Prior to arriving in Spain, I did a lot of research on the history, culture and attractions…I apparently missed the information about the country shutting down for a siesta. Depending on what city we were in, this meant from 2 or 3:00 p.m to 7:30 or 8:00 p.m. the ENTIRE community shuts down. Now before you lecture me on being culturally appropriate…keep in mind that the majority of places we visited were larger cities or tourist attractions – this is how they make their money. Hotel bars, shops, restaurants, town bars, tours and everything else closed. Compare it to Mackinac Island shutting down for 3 to 5 hours. How would a tourist respond? As a business owner or brand, it is important to cater to your customer or client…and that means communicating with them based on their needs and wants…not what works for you.
2. Communicate. This seems like an obvious…but many of the places we chose to visit in Spain, whether it was a restaurant or an attraction did not have websites, updated Facebook or social media channels. This reminded me of the often stagnant Facebook pages or websites that brands will throw out there with no maintenance or messaging strategy. Why aren’t you blogging? It is your job to make yourself accessible with important information, like contact info & hours. It is also your opportunity to educate your target audience – if the content is there…they will read it. Once you frustrate a customer…they won’t easily reengage.
3. Be memorable. While we were in Barcelona, we came upon this little restaurant in a long row of restaurants…there was nothing exceptional about it. The menu was ok, the location fine…but the human factor was what blew us away. The host and more than likely owner, made us feel like we were the most important people in the establishment. He was funny, engaging and attentive. We chose that restaurant because he stood outside the patio and chatted with us and I really liked him. It was our best dining experience in Spain and it wasn’t because of the food, it was because of the experience. Companies need to create a personality for their brand and carry it through a customer’s entire interaction. Be memorable and they will keep coming back.

Spain was full of learning experiences. Perhaps the most important for me was learning to appreciate another culture, traditions and people.

Spain taught me to relax, slow down and take a deep breath. Life moves at a different pace there and being able to reflect was perhaps the greatest gift Spain could have given me. I still think the siesta makes no sense, perhaps if just one bar was open…I would have been able to adapt.

In case you ever need to order red wine with ice in it: Vino tinto con hielo. That’s right folks, I brought some serious class to Spain.

I remember thinking, just last week, I wish someone had a small business handbook that gave you step by step instructions on running your company.

When I started 834 back in 2006 or 2007, it was on the premise that there was a better way to run an agency and serve clients. When you are in the throes of innovating, you don’t think about the actual running of the business.

Anyone that tells you that running a business is easy, is a liar. You should probably stop hanging out with them.  Admitting you don’t know what the hell you are doing is incredibly powerful and freeing. I dream about 834, stress about it and wake up every day thinking…how the hell did I get here? That is my normal and I have a sneaking suspicion that I am not alone.

Here are the 5 things I do to retain my sanity (sort of) while running a small business.

1. Wine (this list is not in any particular order…maybe it is). I am not just talking about the consuming part but also the social aspect. Once or twice a month, I get together with a group of professionals that are willing to give advice, feedback and will weigh in on any current issue or situation I may be struggling with. These folks are brutally honest and will tell me to pull my head out of you know where if needed. Bluntness is a small business owner’s best friend.
2. Mentor. The best decision I ever made was to talk with another small business owner.  Sue Tellier of JetCo Solutions is not only a friend, but one hell of a business owner. She gave advice and guidance on financial planning, strategy, growth and more. Don’t be afraid to approach someone, it is okay to admit you don’t know where to start.
3. Outsource. This isn’t always an option when you are first starting out, but it is definitely worth the investment. Spending time on tasks that you are not qualified for and frankly don’t understand is a horrible use of your time. It was a hard decision to hire professionals when I could be putting that money in the bank. Running payroll, sending out 1099s and managing employee benefits takes you away from growing the business. You are the face of the company, at least starting out, and you need to be out in the community focused on growing your business not screaming at Quickbooks.
4. Give back. Being a part of the community is what gave you the ability to start your business. It is your civic responsibility to support other local businesses, causes and young professionals. Make this part of your overall strategy, a certain percentage of what you make each year needs to be reinvested into the city in which you work and live.
5. Have fun. Don’t take yourself too seriously. If you can’t laugh about it and learn from it then you are going to burn out and rage out. Take time to write, teach and learn. There are a lot of great business books out there, such asPurple Cow by Seth Godin or Work Simply by Carson Tate. I learn something new every day from the people that work for me, the clients I work for and the professionals that I interact with.

Perhaps the most important thing to remember is that you are not alone. Small businesses our huge drivers of our economy and there are a lot them out there. Reach out to one today and ask them how they have achieved their success or how they started out. I guarantee their stories will start out very similar and they will all admit they are still learning as they go.

Embrace the crazy, you are a small business owner and you should be damn proud of that.