LETTERS TO THE EDITOR

Reader response to K&BDN's industry coverage

HAVE A STRONG PLAN, DEALERS ADVISED

Dear Editor:

I always enjoy learning in your publication about how other firms drive their business, so we can adopt best practices to improve our own organization. I was a bit surprised at the response

A successful marketing platform is based upon the following four foundations - (1) discovery of strategic opportunities associated with sustainable competitive advantage, (2) rationalization of top priority initiatives, (3) synchronization of resource and capital deployments and (4) definition of customer-driven performance metrics.

By establishing a process within an organization that fosters awareness and understanding of strategic issues and their opportunities, a kitchen and bath firm can develop a living plan that can be easily and effectively communicated to potential clients, employees and other stakeholders. From this 50,000-foot view, a business can look inward to optimize strategic drivers such as cost, quality, response and growth; business components that include the right people with the right products leveraging the right processes to deliver expected profits; and resource allocation in terms of time, people, money and capital.

Now this may seem over the top for some. However, it's important to remember that we all run a business, and how we choose to do so is up to us. Ultimately, we are set up to succeed or fail based upon our sweat equity.

I pose this question to all: Wouldn't it be easier to have a plan and execute it as opposed to "...well, I just do the best that I can every day..."? In another corporate life, we used to take the slower periods of the year to find out how "we can make hay when the sun doesn't shine." For some, this is the perfect time to do so.

Analyze where you are today and where you want to be at this point next year and beyond. What will it take to get you there? What works and what doesn't? Get people involved - your reps, your suppliers, other ancillary businesses like yours.

A marketing platform is just that - a position of strength that can be leveraged to exploit what you do best. This platform allows an organization to focus on specific actionable, measurable, realistic and time-defined objectives.

How? Maybe your firm has the best products or the best price or the best position/share in the market or you provide a total solution. In other words, what initiatives can you realistically execute or put into motion that will elevate your firm's position and potentially drive more business through the door and ultimately to your bottom line?

Are you a process-driven, operationally astute firm whereby anyone off the street can step in and help you drive the business? Are you the lowest price in town? Or are you the soft 'n fluffy clientintimate boutique that takes full advantage of relationships that are developed? You are one of the three! Focus on one discipline and do it better, faster, more effectively and more efficiently than anyone else. Stay away from being greedy and attempting to do all three - that's a sure way to be mediocre or worse.

This is just a peek into the process of how to create, build and maintain a revenue stream. I hope many firms today will take it to heart and act upon it. Your livelihood may depend on it.