Do This Now: A Survival Checklist for Business Owners and Executives
Westport, CT (PRWEB) February 5, 2009
Economic turmoil not only kills firms, it also creates opportunities. The difference between the two fates, says author and strategist, Bruce Kasanoff, is often the degree to which a business owner and his or her marketing team know how to react to the turmoil, and are willing to take decisive action.
"Do This Now: A Survival Checklist for Business Owners and Executives" offers time-tested marketing and entrepreneurial tactics business owners can use to protect - and even grow - their businesses in the face of fierce obstacles. Do This Now is available free online.
Bruce Kasanoff, Managing Director of Now Possible, is an expert in repositioning firms so that they can remain competitive despite adverse market conditions. He has worked with over 250 owners of entrepreneurial firms.
Kasanoff explains that, "Do It Now is not a report to read and consider. It's an action-oriented marketing and entrepreneurial checklist, with just enough detail so that employees can do what they're asked."
The purpose of "Do This Now" is to give business owners a collection of instruction sheets they can tear out and give to their marketing teams, and say: do this now. The guide is extremely specific. It includes a formula for analyzing and postponing some of the risk of investment decisions, specific ways to generate business by word-of-mouth (cheaper than advertising), over two dozen ways to get referrals, detailed tactics for identifying and protecting your most profitable customers, and even a five-step formula for "getting anybody to do anything you want."
"There's just no margin for error in this economy, so we collected the marketing and entrepreneurial tactics that work - even in tough times - and put them in one place," explains Kasanoff.
The guide is organized around four proven survival strategies:
1.) Keep your options open. Don't bet it all on any one scenario. "Do This Now" explains how a "real options" strategy can enable managers to balance risk and opportunities in volatile times like these.
2.) Stay closer to your profitable customers than ever, and jettison any customer you can't serve profitably. The guide includes numerous instruction sheets for accomplishing this.
3.) Steal customer share from weaker - or slower to react - competitors, by using tactics that give your firm, in effect, an unfair advantage.
4.) Increase your flexibility, because, as Kasanoff writes in the introduction, "All bets are off. You'll need to be able to adapt to conditions you never imagined."
The last strategy is especially important for medium and small firms. Kasanoff says, "Being more flexible may be the only advantage smaller firms have as they struggle to survive against larger and better-funded competitors. Besides, the very definition of volatility is that change happens unpredictably, so to survive - and thrive - a business must be able to adapt quickly."
"Do This Now" is a must-have survival guide for small business owners and executives, one that provides specific instructions a firm can use to minimize risk, hold on tight to its profitable customers, steal customer share from weaker competitors, and be flexible enough to adapt to volatile economic conditions.
About Now Possible:
Now Possible offers lightning-fast repositioning services for privately owned firms. Repositioning means placing a firm in a new position that enables it to survive adverse market conditions and also profit from emerging opportunities. When done correctly, repositioning changes the way customers, vendors, media, analysts and employees perceive a firm. More information is at http://www.nowpossible.com/about.htm.