10 Mistakes That Can Cost You Your Business
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Even the smartest small business owner can do dumb
things now and then. Unfortunately, some mistakes
can kill a company.
Just ask Jeff Seifried, small business coordinator
for the City of Aurora, Colo., and Peter Tourtellot,
chairman of the Turnaround Management Association.
They, along with other experts who prefer to keep
their observations anonymous, have seen the best -
and worst - of small-business operations.
Here are 10 examples of common, but potentially
deadly, errors committed by otherwise brilliant
small- business owners. Don't make the same
mistakes.
Underestimating the importance of cash flow
management
Two woodworkers had a thriving business building
interiors for retail stores. They did beautiful work
and their customers were pleased, but it often took
them 60 or even 90 days to pay the bill. Until the
money rolled in, the partners couldn't start on the
next job because they couldn't buy materials. They
lost jobs because customers were in a hurry. You can
be making plenty of money, but if cash isn't
arriving in time to meet payroll and buy inventory
when it's needed, you can be quickly out of
business.
Getting sloppy with recordkeeping
The owner of a lawn service was haphazard about
recordkeeping. If he had kept better track of lawns
mowed, he would have known that his oldest mowers
had so many miles on them, they were unlikely to
last the season without an overhaul. Instead, it
came as a very unpleasant surprise when three of
them burned up in one week. Good records are a key
decision-making tool. If you're not keeping good
track of your business, you are denying yourself the
tools to make good business decisions.
Ignoring inventory
The owner of a business-supply store bought a flat
of construction paper just before school started.
Three years later, employees were still stepping
around the boxes to get into the storage room. If
you end up with stale inventory, discount it and get
it out of there. Otherwise, you're just tying up
money and taking up storage space.
Neglecting collections
A dentist had dozens of outstanding bills for
routine and special dental work approaching 180 days
old because his assistant hated to make collection
calls. Nobody likes to dun people, but unless you
have a systematic collection plan and make sure it's
carried out, some people just won't pay.
Disregarding employee concerns
The owner of a small jewelry manufacturing operation
refused to pay overtime. He thought workers should
be able to get the job done in the time allotted.
Employees came and often left unhappy over what they
saw as unfair treatment. Finally, one of them
complained to the state division of wage and hour,
which launched an ugly and (for the jeweler)
expensive investigation. If you have a hard time
hiring and retaining good employees, your business
is doomed. And if you find yourself the target of an
employment-related lawsuit, your expenses can be
astronomical. Get expert advice on human-resource
issues. While it may look expensive, it can save you
a bundle in the end.
Failing to delegate
A baker thought she was the only one who could make
the perfect cookie. Back trouble that put her in bed
two weeks before Christmas nearly shut down the
business. Recognize that you can't do everything.
Turn some of the job over to the best assistant you
can hire and trust him to do the job, even if he
makes a mistake now and then. If you insist on doing
it all yourself, you can't grow.
Offering something the customer doesn't want
A water ice vendor spent all his time and money
developing 100 delicious flavors. The trouble was
nobody bought anything but cherry, lemon and
vanilla. Ultimately, his inventory melted away and
so did his profits. Market research is vital. Talk
to potential customers, talk to current customers
and respond to what they tell you.
Letting costs get out of control
The owner of an auto body shop was having such a
great year, that he bought a lift that wasn't in his
budget. He also hired the son of a an employee who
needed a job, even though there wasn't quite enough
work to keep another person busy. In the final
analysis, revenue went up significantly, but costs
skyrocketed. If you're not careful, you'll spend up
all the profits.
Spreading marketing dollars too thin
The owner of a Tex-Mex restaurant in a part of the
country that's not exactly a hotbed of enthusiasm
for Southwestern cuisine had an obvious need to
advertise. And she did. She bought one cable TV ad,
one radio spot and a small coupon in the local
weekly. Although she spent plenty - several thousand
dollars altogether - her efforts didn't add up to a
marketing campaign. Failure to spend wisely on an
integrated and continuing marketing plan is an
expensive mistake. In this case, her location is now
a pizza parlor.
Underfunding an emergency account
When unannounced road resurfacing closed a popular
dress shop's doors for a month, it put the owner out
of business because she had no emergency money and
she couldn't go a whole month with virtually no
sales. As every gambler knows, no matter how good a
player you are, you're occasionally going to be
dealt a bad hand.
Likewise, every business needs a financial resource
to turn to when disaster strikes. Bad things do
happen frequently to good people and their
businesses, so, like a good Boy Scout, you have to
be prepared.
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