Why You Need to Think Through How You Operate and How Having an Operations Manual Lets You Succeed Big Time!
This month, I want to talk about the importance of designing your business and doing so in a way that pays attention to systems, procedures, and how you do what you do!
In a business plan, you need to have an “operations” section. Usually, this is a very dull and boring section, where you write about the equipment you need or have, your location, hours, and what kind of business you are (sole proprietor, partnership, or incorporated).
All in all, the operations part of the business and business plan are pretty dry; however, today, I suggest that operations are anything but a snooze fest. In fact, it is the “Recipe book” for how you do what you do! This is where the magic is.
If you watched Barney the dinosaur as a kid or with your kids years ago, he sang the song, “Everyone Is Special”. Here is a sample of the song, it went like this.
You are special, special, everyone is special.
There is no other in the whole wide world that can do the things you do…
These lyrics lend itself to the deeper meaning as to why you want to re-think your “Operations”.
I would go so far to encourage you to not only have a business plan but to do up an operations plan as well and to give it some critical and creative thought. You see, how you do what you do as Barney alluded to in that song is what makes you different, unique, and “special”.
How you do your business is your competitive advantage. No one can bring the same flavor to food you make, or clothing you design, or homes you build. Now, sure, there are competitors doing the same thing, but not with the same passion, care, attention to detail, or customer service as you deliver.
This to me is why you want to re-think the operations section and create an operation manual. Not only that, but if you design your business, design it in a way where it is not totally dependent on you having to do everything in it. Micro-managing is a fast track to burn-out; however, delegating tasks that you do not want to do or don’t have the “passion or expertise” in, can literally have your business grow in a way where it can run without you.
Case in point? Check out franchises. They are designed to run independently of the owners. You don’t go to a McDonald’s and see the owner take your cash, place your order, make the burger, pour the soda pop, and then give your meal and wish you a good day, do you?
McDonald’s has an operations plan where the owner hires and trains their teams and has developed systems and ways that things work ― to do what they do! The guy or girl that makes burgers is trained on how to make them, and if he or she forgets, there is a manual (Recipe book) they can review, so they can know if they are making the burgers the right way.
As you have growth plans this year, as we re-bound again this year, design your business and how it runs in a way where it can run without you doing it all. Design your venture where it can run the way you want it to — the way that makes you “special”.
Be strategic and have good customer and employee-friendly processes, methods, and recipes for doing everything in your business. It is vital that you have a way of how you answer the phone, sell to a customer and market to get a customer. In addition, you need instructions on how to: post online; design your website; care for a client; invoice; greet and welcome people; charge for and ship goods; thank people; and treat your stakeholders and those working with you.
The way you do your business is the very thing that will have your business do well or fail. Choose wisely ― take pride in everything you do. Pay attention to the little things you do, because that is what will set you apart in this noisy, crowded marketplace:
- When a customer buys your product, write a thank-you note.
- When you answer your phone, be upbeat and professional.
- When you visit a client, bring a coffee.
- When you shake hands, do it with intention and do a firm handshake.
- When you dress, dress nicely, (I know, no more boxer shorts on Zoom meetings, sorry).
- When you package your shipments, add a free sample of something else, so customers will come back.
The details need tending, too. Bottom line is that this all ties in to how you do what you do in your business and how it all works together, to make you “Special”!
Until next month.
David Cohen
