Catalysing Success in Startups and Maturing Businesses: An Inside Perspective
Andy Hamer
Highly Successful Business Builder Delivering Sustainable & Profitable Revenues
Catalysing Success in Startups and Maturing Businesses: An Inside Perspective
Individuals have approached me for many months, curious about the size of the businesses I prefer to engage with.
As a Fractional Chief Sales and Marketing Officer (CSMO), I find my expertise best utilised with enterprises within the ￡1M - ￡10M revenue range. Engaging with startups within these stages of revenue generation is both invigorating and challenging, much like early European explorers embarking on a journey to an unmapped "new world". The energy is high, the stakes are elevated, and the sales and marketing landscape is rapidly evolving.
On the other hand, businesses with above ￡10M revenues often find themselves more established within their respective markets and exhibit well-developed internal structures. However, they are not without their threats. Like supertankers, these organisations possess significant momentum, but their structural inertia often renders them less agile. They face the risk of novel, efficient competitors disrupting their market, and complacency in their leading position can be detrimental.
The business world has cautionary tales of organizations failing to acknowledge and respond to change. Blockbuster, Kodak, Borders Group Inc., Nokia, and Blackberry each provide a stark reminder of the fatal consequences of resisting market evolution.
In contrast, companies like Netflix, Amazon, IBM, Adobe, and LEGO illustrate the essence of strategic adaptation, demonstrating that businesses need to reflect and assess their relevancy periodically. They underline the importance of recognizing changes, being agile, and strategically pivoting to meet evolving customer demands.
External Insight, neutral and Unbiased
This brings us to a crucial point: the need for an external evaluation. An unbiased external advisor conducting a comprehensive business review can provide fresh insight, free of any political agenda or vested interest. The intention isn't to undermine the internal team but to identify blind spots that may have been overlooked.
The importance of external evaluation is best exemplified through my own professional experiences. During my tenure at Toshiba, we engaged a 'big four' consulting firm to help us see what we were missing. Although their approach could have been better, they offered some valuable insight. In another instance, I witnessed how Xerox and Burroughs set up their own Convergent Technologies startup to counter the threat of innovative new entrants. Their N-Gen product was revolutionary but failed to take off due to cheaper alternatives. Yet, the concept re-emerged nearly ten years later with the launch of Windows 97.
To further illustrate at Wong’s, where I was recruited to revitalize the European business. Applying a new approach, the business saw a growth of 300% over four years, marking a return to profitability.
The question arises - do I work with mature businesses?
Absolutely. Here's what I do:
One needs to adapt and evolve continually to succeed in today's business landscape. Complacency in startups or mature businesses is a surefire path to stagnation. The excitement of working with startups is in the potential to create something disruptive and new. With more mature companies, the thrill lies in identifying issues and developing strategies to return them to growth.
However, the journey is not one-dimensional. Startups can face significant challenges as they navigate unknown territories, while mature businesses need help with ingrained routines and practices that limit their ability to adapt. An external advisor is a valuable weapon in both cases, bringing fresh insight and unbiased analysis.
As a Fractional CSMO, I understand the intricacies of both worlds. For startups, I focus on leveraging their energy and innovation to break into the market. On the other hand, with mature businesses, my approach is about identifying areas of underperformance and initiating strategic shifts to ensure they remain relevant.
The business world is a constant battlefield of disruption and evolution. Whether you are a startup seeking to establish a foothold or a mature business striving to maintain its position, adapting to market dynamics is critical. Engage with expert external advisors, be open to change, and always be ready to seize new opportunities.
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Remember, yesterday's failure can fuel tomorrow's success if the lessons are learned and applied. As an external advisor, I can provide the fresh perspective needed to steer your business towards sustainable success, whether a high-energy startup or a mature firm looking to regain momentum.
In conclusion, whether you're a startup eyeing rapid growth or a mature business seeking a fresh perspective, my services can provide the strategic insights and actions you need. Please contact me today to chart the path to your business's future success together.
Author
Andy Hamer
With a track record of delivering disruptive technologies and a diverse commercial, sales, marketing, and operations portfolio, I offer consultancy services that drive business success.
Think of me as your personal "Google Maps" for business, helping you navigate the complex world of information and variables to find solutions that improve your business, increase profitability, and minimize risk.
I have worked with medium-sized businesses, start-ups, and major technology companies globally, including CodeBook, Xinaps, Invicara, XYZ Reality, IBM, DEC, Apple, Toshiba, Panasonic, ATT, BT, CSC, NTT, KDD, and Deutsche Telecom.
My consultancy services offered in-person, remotely, and in a hybrid format, are founded on aligning businesses for success.
Your business is my business, and together we will develop an aligned commercial-operational strategy to scale and grow your business.
Don't just take my word for it - my clients speak to my expertise and approach.
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