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To Help Improve
Your Business
INTRODUCTION
Irish business owners are an inspiration.
In Sage, we have seen our business
customers face the past four years with
determination and a business intelligence
that has seen them through some very
difficult economic times. Not only that,
but we have seen a whole new range of
businesses coming to the market that are
confident in the future. We wanted to use
this e-book to enable Irish businesses
to share their success and the steps that they have taken to
ensure the longevity of their business. It is clear that some of
them have made changes that have really helped their business.
As Sinead Hayes from Advent said when we interviewed her for
this e-book “Doing nothing is not an option, so I would say keep
trying different things – see what works and then do more of it.”
I would echo this sentiment and encourage any business owner
that is struggling to consider real and serious change in their
business. Perhaps one of these 50 tips can be the starting point
for change in your business.
Liam Mullaney
CEO of Sage Ireland and Sage Technologies
Contents
1. STRATEGY 6 - 10
2. PEOPLE 11 - 16
3. MARKETING 17 - 21
4. BUSINESS PROCESSES 22 - 25
5. FINANCE 26 - 30
introduction 2
Contibutors 4
contributors
About Sage 50
Accounts
Sage 50 Accounts is Ireland’s marketing leading
accounts software. It is designed to streamline all your
accounting routines, reduce data entry and save you
time. Sage 50 Accounts 2013 is the best release ever,
and we can thank our customers for that.
Call us on
1890 88 20 40
or try it now for free
1 strategy
1. Write A Business Plan Every Year
For anyone starting a business, writing a business plan is a
crucial first step. Writing a business plan forces you to consider
What works in
your business model, your marketing strategy, and commits you
individual cases to sales forecasts including a cash-flow projection. However,
with individual don’t let your business plan gather dust, it should be a living
customers is breathing document that you update regularly and every year
you should write a business plan for the year ahead. We do this
ultimately worth
in Sage and it is an essential part of our planning activities for
nothing if you the year ahead.
can’t scale that
Avril McArdle
and apply the Digital and Marketing Manager at Sage Ireland
same high levels
of services 2. Everything You Do, Make It Scalable
and customer Every week and every day our company gets a little bit better.
satisfaction This can be through major initiatives like launching our Wine
Club, or just a small process improvement, like improving the
design of our delivery boxes to reduce breakages. Everything
we do, however, must be scalable to be worth doing. That
means a packing process working for 1,000 internet orders as
well as it does for 10, or delivering to Donegal as quickly and
cost effectively as Kinsale. What works in individual cases with
individual customers is ultimately worth nothing if you can’t scale
that and apply the same high levels of service and customer
satisfaction indefinitely.
Michael Kane
Chief Taster, Curious Wines
1
1. Strategy
Carol Tallon
Managing Director, Buyers Broker Ltd
Sean Wilson
MD, Sage Pay Ireland
Ian Dodson
CEO, Digital Marketing Institute
1
1. Strategy
Emma Kelly
MD, Elevate PR
8. Think Global
Ireland is a market of 3.5 million or 250,000 businesses. The
global market is 7 billion, 190 million companies at a rough
estimate. Most of these companies are online or are soon to be
there. The same time it costs to develop the small Irish market,
could be spent on developing a global market, particularly if you
consider going on online (which you should). With technology
and with the communication channels you now have at your
disposal, it is as easy as trying to do local business. The world is
a global village now.
Ron Immink
Co-founder of Small Business Can and CEO of Bookbuzz
1
1. Strategy
Sinéad Hayes
Don’t let your Sales & Marketing Manager, Advent.
business plan
gather dust, 10. Make Decisions
it should be a There is true power in making decisions: where you are today is
a direct reflection of the decisions you made days, months and
living breatihing
years ago, and where you want to be tomorrow will be the direct
document that result of the decisions you are about to make. Here are my
you update decision-making keys:
regularly
• have a robust decision-making process, and include these
two vital ingredients: belief and commitment
• align every decision you make with your goals, milestones and
big outcomes
• avoid making decisions based on fears, and focus on making
decisions based on faith
• it is normal to have fears when you aim at big things; do not
let these fear moments control your decisions.
Frederique Murphy
CEO, Frederique Murphy Ltd.
2 people
11. Make Your Customer’s Needs The Forefront
Of Your Sales Strategy
Get your Always have your customer’s best interests at the forefront
of your thoughts. If you can understand what their business
culture right. really needs, you can begin to build a long standing and loyal
Find out who’s relationship. Good negotiation is about finding the common
committed ground for both you and your customer and maximising the
in your potential collaboration between both parties. If you understand
their business requirements clearly, and they understand how
organisation your product or service can clearly help them, you are a long
and who’s not. way towards a fruitful and mutually beneficial relationship.
For those that
Barry Murphy
aren’t, find out Sales Manager at Sage Ireland
why they’re
not and what 12. Learn From Your Customers
needs to change Take the time to talk to your customers to understand their real
to make them needs. Observe how they use your product or service or carry
committed... out a survey of your customers to find out what they really think
and then use that information to customise your service offering
to meet their needs. Encourage your customers to give you
feedback and be open to listening. They can tell you what is
good and what needs improving but be careful about listening to
what you only want to hear. A happy customer can be your best
advocate. Not all comments will be positive but you learn more
from an unhappy customer than from a happy one.
Nigel Pim
Director, Pims Business Systems
2
2. People
Michael Kane
Chief Taster, Curious Wines
Gavin Duff
Amplify Marketing
2
2. People
be on your
premises or on 17. Invest In Your People
your factory... We continuously invest in our people – we have invested
and get stuck in heavily in training and accrediting our team and in particular our
Support/Implementation Team over the past 12 months. We see
with the client at training as a vital component in the development of our team.
their business.
Sinéad Hayes
Sales & Marketing Manager, Advent.
Joan Mulvihill
CEO, Irish Internet Association
2
2. People
Frederique Murphy
CEO, Frederique Murphy Ltd.
2
2. People
Katie Craig
Head Of People Services, Sage Ireland
3 marketing
23. Access Competitive Intelligence
A recent global study of CEO’s conducted by IBM identified that
within the next three years, aside from face to face engagement,
We invested
social media will be the most important way for businesses to
in re-branding connect with customers.
- despite
If you are looking to use social media start by being clear about
tought market
what your objectives are for using social media and define how
conditions, you will measure your success. Even if you are not planning to
we realised use social media at this stage, you can access useful data to
the potential help you be more effective with your marketing and customer
service by evaluating the online reputation your brand, product
cost of “doing
and services on forums and social media sites.
nothing”...
Krishna De
Biz Growth Media
Sean Wilson
MD, Sage Pay Ireland
3
3. Marketing
Michael Kane
Chief Taster, Curious Wines
Carol Tallon
Managing Director, Buyers Broker Ltd
3
3. Marketing
Sally Tomkotowicz
Marketing Manager, Register365
Sinéad Hayes
Sales & Marketing Manager, Advent
3
3. Marketing
Gavin Duff
Amplify Marketing
4 business processes
33. Optimise Your Customer Acquisition Process
Examine your customer acquisition funnel and identify any points
in the process where potential customers are falling off. Perhaps
We have
you are struggling at the beginning and not getting enough
migrated all our customers to your website or perhaps your problem is further
communication down the funnel. By examining your process you can identify
to the cloud. what you need to improve.
to pull up
mail on their 34. Use Cloud To Enable A Mobile Workforce
smartphones, In a drive for efficiencies, we have migrated many of our
tablets, laptops, company processes to the Cloud. Our company database is
Cloud based, and can therefore be accessed from anywhere.
works stations This means that our consultants can pull up vital information
or home from anywhere in Ireland, or the world for that matter. We have
computers also migrated all of our communication to the Cloud. This allows
our consultants to pull up mail on their smartphones, tablets,
laptops, work stations or home computers. As many of our
consultants are often travelling to and from meetings, this allows
transit time to become work time.
Gary Mullan
Owner, Prosperity Recruitment
Chris Byrne
Founder of Newsletter.ie
4
4. Business Processes
Joan Mulvihill
CEO, Irish Internet Association
Michael Thompson
Accounts Production Support Team Manager at Sage Ireland
4
4. Business Processes
Sinéad Hayes
Sales & Marketing Manager, Advent
5 finance
41. Cash Flow Is King
It’s vital that a business keeps the cash flowing throughout the
good times and the bad. You need to understand how and
we added a
when the cash will flow. You can do this by preparing cash flow
freemium model projections to understand how your cash flows are going to
to the business change in the coming months. By doing this you can prepare
with online in advance. You should also be trying to accelerate inflows and
slow down outflows. You can do this by examining ways of
payments and
converting debtors’ balances into cash by way of early payment
our business discounts, invoicing promptly or reviewing credit terms. You can
jumped to more also reduce your stock levels by pricing slow moving stock at a
than 5,000 discount. To stem outflows, investigate extending credit terms
with suppliers or renegotiating a lease agreement.
customers in
that year alone David Merrigan
Commercial Finance Manager, Sage Ireland
Robert Baker
Founder & CEO, Baker Security & Networks.
5
5. Finance
Christina Giliberti
Owner, CG Online Marketing
Carol Tallon
Managing Director, Buyers Broker Ltd.
5
5. Finance
Gary Mullan
If every deal Owner, Prosperity Recruitment
does not
have a value 47. Cut Costs At The Back-end
proposition on There has never been a better time to become leaner and more
efficient. This does not mean you cut quality at the front-end,
it’s own merit,
that is what customers still want. Cut costs at the back end.
you are doing You would be surprised the number of non-IT companies, who
the wrong deal. end up running IT departments they don’t need, or paying
Don’t discount external consultants to keep servers going. These costs can be
cut by moving to the cloud.
to win volume
Robert Baker
Founder & CEO, Baker Security & Networks.
Chris Byrne
Founder of Newsletter.ie
5
5. Finance
Jason Nebenzahl
Managing Director, PHD Ireland
Tom Holmes
Director, Ballymount Accounting
Sage Ireland
3096 Lake Drive, Citywest Business Park, Dublin 24, Ireland.
Tel: 1890 88 20 40 (International: +353 1642 08 00)
Fax: 01 642 0899
Email: sales@sage.ie
www.sage.ie
Sage Hibernia Limited 2012