Episode 27: Are you a farm? Or a zoo?

I've often wondered when I look back at the animals we had. All at the same time.

• Sheep.
• Pigs.
• Ducks.
• Chickens.
• Ponies.
• Dogs.
• Cats.
• Kids.

What started off as a smallholding (a tiny little farm-type affair) often felt more like a zoo at times. But it wasn't a commercial venture so it didn't really matter. In fact, if it had been a business, we would have been bankrupt!

Farm or zoo tech vendor?

When I look at some technology vendors I do wonder what they have become. More zoo than farm. They probably didn't plan it like this. They probably don't even see it like this. It kind of creeps up on you.

I know a few local farmers. They tend to have one animal or crop and to expand they just get more of the same.

More sheep = more lambs = more money. More dairy cows = more milk = more money. More acres = more turnips = more money.

I now live across the road from Dartmoor Zoo, made famous by Matt Damon in the film We Bought A Zoo. To expand they take more and more different animals. More big cats. More monkeys. More birds. They don't just have big cats, they need variety. As much as possible.

The big tech zoo

When you look at the likes of SAP, Oracle and Workday et al they look more like a zoo. They've gone around buying a bit of everything. Variety. Lots of it. Maybe they'll buy a big tent and hire a few clowns.

But if you're a small tech vendor, let's say <1000 employees, you cannot afford to be a zoo. Not even a small one. And no matter how much you think you have to be, you don't. You can be a farm. But don't think a dairy farm can also be a beef farm. Consider dairy and beef farms like cousins: they are the same, but different.

A bit like:

• An ATS vs. a CRM.
• A job poster vs. programmatic CPA.
• A career site vs. a landing page.
• A referral system vs. email marketing.

So next feeding time, or mucking out time, maybe take stock and look around at what you have. What you have become. Maybe you'll see why revenues are down and (food) costs are up. Those animals will keep on eating your profits no matter what you say you are. They don't care. Until they are hungry. Then it's too late.

Mirror mirror on the wall

You can try looking in the mirror and you may find the truth. Or you may not. Or you can get yourself a coach or advisor or industry guru. And if you pick the right one they'll tell you the truth. They'll hold your feet to the fire. They'll keep you focused on what will make you money.

How do I know this? Call me and I'll tell you. Then you can decide.