Be Ready for the Big Wave

When we start our businesses, we often dream big dreams about the thing just taking off and being hugely successful. Well, what will happen when it does? It's not too soon to think about how you're going to ride that big wave when it comes.

Business Opportunities Weblog cites a Wall Street Journal Online article, Have Plan in Place to Ride Publicity Wave. The assumption here is that when you get that "lightning bolt of publicity", it'll take all you've got to keep from being swamped by the wave. The article says, "Few small-business owners are ready for the flood of calls and customers that can arrive in the wake of national media attention. How a company handles itself in the spotlight is crucial. But just as important is the need to quickly ramp up production or service in order to meet the predictable surge in demand that follows. Indeed, it's often what a company does to capitalize on its publicity that determines whether a business grows from obscurity to prominence."

The wave may come from another force other than publicity. Your viral marketing may take off and make you an overnight hit. Or the "crisis" that your product can help solve may suddenly arise (hurricane preparedness kits?). Whatever the cause of a sudden surge in business might be, have a contingency plan in place. What additional suppliers can you tap for materials? How can you quickly recruit staff to help with production, order taking, and order fulfillment? When can you find consultants to help you fill that million dollar contract?

Plan ahead. Your big wave might be right over your shoulder!