The Business first… The Product comes next
During a meeting I had some time ago with a client of mine, we had a small discussion about the reality of Agrifood Sector in Greece.
As a guest of the Detrop Exhibition which took place at Thessaloniki, he observed that there were several Greek companies that had really very good products. And what he meant by “very good products”? They were well designed. They were eye-catching and also of very good quality. They had all the necessary certifications.
And because this man is one of the cleverest entrepreneurs I have met over the years, willing to learn and co-operate, he approached a number of the exhibitors owners of these “very good products” and he started a small conversation with them. His opinion? (which happens to coincide with mine!)… These people are “lost”, they are baffled. While they have great products, their businesses are struggling to survive.
The situation in Greece is not the best for sure. But, nevertheless, there are businesses and entrepreneurs that really do well. They grow and expand, they export their products and they decently live on.
So, what distinguishes the “successful” entrepreneurs from the others who are struggling to survive, that happens to be the majority, based on my data derived by my experience?
The producers or processors who act as entrepreneurs and are “lost” and their businesses are not viable, fell into the trap where most people dealing with Agrifood Sector (and not only) fall.
They create products and they claim to sell them without actually having a business. And by the word “business” I don’t mean to officially start a business (go to the tax office etc.) Having a “business” means to produce value for the others, your clients, and for yourself. And, for this value to be produced, it is imperative to implement all the best practices of business administration and use all the business tools that contribute to the sustainable development, that contribute to the environmental conservation.
If we focus on the product without having set up the foundation of our company, of our business, then failure is inevitable. And nobody else is responsible about this except ourselves because we decide to “operate” this way.
So, take a look at the Idea Management Framework, the Idea Management Guide (a free E-Book) to find out your strengths and weaknesses as entrepreneurs and to the concept of the Minimum Viable Business and dedicate your lives to lifelong learning in order to uncover whatever you need to know concerning the foundations of a real successful company.
The product comes next!!!
Dimitra Zervaki, EMBA, PMP, TTT
Photo credit: http://www.lynda.com
