Have you Defined What Business You’re In?

Successful businesses define themselves. They know who they are, who they serve and focus entirely on both.

I recently had a discussion with a fellow garden centre retailer (Dutch Growers – Regina) who told me that he is no longer in the garden centre business. Instead he describes his store as a women’s store. With this focus, he runs every part of his business to cater to women, even to the point that he has drastically expanded and changed his product mix in recent years. This garden centre sells clothing, hats, even jewellery!

I met a store manager in Calgary last fall who sells every kind of cheese imaginable. He was telling me that he no longer consider himself a Fromager (cheese expert). Instead he considers himself a delectable food expert, importing various foods from around the world. He now imports crackers, meats & sauces, among other items including hundreds of various cheeses from around the world and his business has more than tripled in the past number of years out of the same space.

Redefining yourself could open you up to a whole new market. What could you redefine your store as? What can you focus on and be the best at?

Andy

Interesting article by David Coleman – What business are you in?