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Do you dream of your small business becoming a market leader? In the journey to the top, there are a number of common ingredients that every successful business owner should be mindful of. Hard work, focus, and dedication are all necessary for your small business to be noticed. However there is an even lesser known consideration that can make or break the growth of your business: the ability to identify your ‘why factor’ and communicate what makes you unique.
A 2018 Canstar survey of Australian businesses in 2017 revealed that small to medium enterprises (SMEs) contribute to 57 per cent of our nation’s GDP. In Australia’s competitive business landscape, it is essential now more than ever to project unique messaging that sets your brand apart and leaves an impression on customers.
To guide small businesses owners towards finding their “why factor”, Vistaprint Australia have partnered with Janine Allis, founder of the widely popular Boost Juice. Janine is living proof of the importance of finding your why in business and life. Starting Boost Juice in 2000 from her kitchen table, Janine now owns food franchise business Retail Zoo and employs over 7000 people. In 2015, Janine was named one of 15 people who have changed the way Australia engages in business over the last 35 years.
Vistaprint’s newly launched campaign, moreover, encourages SMEs to learn from the stories of inspiring fellow small businesses on how they came to discover their “why factor”. To help you capitalise on your business’ point of difference, these entrepreneurs have offered us their top tips on developing and maintaining a competitive edge.
Find your passion
Adala Bolto, director of HIIT and strength studio Zadi Fitness, found that her passion for fitness was key to her success. Adala believes what differentiates her business is its female-specific training format, with all aspects of the work out designed with women in mind. In order to find your ‘why’, Adala suggests that you “go back to why you are doing what you are doing, who is your customer and, most importantly, what problem are you actually trying to solve?”.
Similarly, Franco and Karen Ascui-Rodriguez, founders of Rude Boy Burger Melbourne, attribute their love of food and interest in pushing culinary boundaries as their reason for growth in the industry. “Our team genuinely cares about what we do, and its essential to us that our customers leave Rude Boy Burger with a smile – even if they’ve just taken a bite of Crocodile or Kangaroo,” says Franco.
Make a difference
Rikki Gilbey, founder of WAW Handplanes, sought to change the dial on environmental sustainability by designing sustainable surfing accessories with little, no, or even a positive impact. When finding a gap in the market to kickstart his own business, Rikki identified an issue he genuinely cared about and defined a business plan to alleviate the problem, in turn creating an edge on competitors that exist purely for sales.
Marshall Waters also developed his business around pushing back against world waste, starting with the wine industry. Through ReWine Melbourne, Marshall is Australia’s only genuine re-filler of wine at a retail level. “I think that we’re working because we’ve created something that responds to current concerns about the environment,” Marshall says.
Find out more about how you can stand out among competitors and set your business on the path to success by heading to Vistaprint’s Why Factor blog.
