Go Green or Sink

As a business consultant we review reports and studies regularly that talk about the trends, and we also learn about local trends - just by the shear number of questions and ideas that come across our desk on a daily basis from our clients. Increasingly we are seeing clients that are starting (or running) a business with a 'green' or environmental twist. Is this a trend?

I'm going to go out on a limb and say that it was a trend, and now it's simply an expectation. Last year, a business could get away with being cutting edge or a trendsetter if they found a way to do what they do but in a green way. It would give them media exposure, viral marketing benefits, etc. These days?..it's just the norm. If you do business and haven't included some component of being green, then your not only missing the boat, but you're probably sinking too.

Not only is it an expectation to be green, your customers will research how green you really are, so be careful using 'green' as a marketing gimmick. Changing a candescent light bulb and suddenly claiming to be green just won't cut it any more.

So pull out your business plans.. go on.. do it. If you've cited 'being green' as your USP (unique selling proposition) or competitive advantage, it's time to make some revisions and redefine what makes you unique for 2008 and into 2009. You don't want to find that your business is a sinking ship.

Don't pack your bags yet...

Kingston, Ontario is a city that is very much dependent on tourism. With record high fuel prices and the strength of the Canadian dollar, many residents and businesses might be worried about how these global changes will affect our local tourism industry. Despite a report released last month (http://www.tiac-aitc.ca/english/documents/MediaReleaseJuneCompetitivenessReport.pdf) by the Tourism Industry Association of Canada warning that the country's tourism industry is on the brink of an "unprecedented decline", some of Kingston's largest tourist attraction operators are optimistic the city will dodge the forecasted tourism crisis.

Patricia Macdonald, CEO and general manager of the St. Lawrence Parks Commission (the provincial agency that runs Fort Henry), believes that, "Kingston is on the cusp of opportunity." With help from the city's link to the Rideau Canal UNESCO world heritage site designation and proximity to large urban centres, reports from both the operators of Fort Henry and Kingston 1000 Islands Cruises say they are well positioned for the 2008 season. I agree with Macdonald and believe the combination of these developments, coupled with the recent completion of the K-Rock Centre and Invista Centre (west-end multiplex), are helping put Kingston on the map and strengthening the 'destination' component of travel, making Kingston more attractive to tourists.

However, Ken Wong, Marketing Professor at the Queen's School of Business, suggests that these factors are not enough. "These days, it's not enough to rely upon a destination. You've got to start packaging all of your attractions and creating what's considered a customer experience." Wong and Macdonald believe that the local tourism industry must work to make Kingston a more compelling place to visit. A recent example of this can be seen in the lineup of special events scheduled for this summer at Fort Henry, including Prince Edward's recent visit last month.

At the Entrepreneurship Centre, our business consultant often comment on Kingston's tourism industry as being an advantage to local entrepreneurs and small businesses. Kingston is a city that is very much dependent on tourism, and it is believed that the typical visitor to Kingston has changed from an overnight traveler to a day-tripper. Regardless of whether this is good or bad for your business, what is more important to determine is how you can make this change a business opportunity for yourself. Being aware of trends and changes in your target market, and finding a way to incorporate tourists into your business idea will help increase your chances for success (especially in the summer!). For example, what are the transportation arrangements to and from Kingston’s popular tourist activities, like Fort Henry and the Rideau Canal? What childcare options are available for parents who want to enjoy an evening at the Grand, or on the 1,000 Islands Cruise Ship? Can tourists rent a bike or canoe to go exploring for the afternoon? Are hotels offering feature packages to out of town guests? If no - why not? If yes - how can you be included?

As either a start-up entrepreneur or existing small business, use Kingston’s destination strength to your advantage and create an experience with your business that is unique to both you and your city and you will see the benefits now and in the future.

Information in this review was based on The Kingston Whig-Standard Article, 'On the Cusp of Opportunity'. Posted last month. Link: http://www.thewhig.com/ArticleDisplay.aspx?e=1060101&auth=BY+FRANK+ARMSTRONG+WHIG-STANDARD+BUSINESS+REPORTER

What we can learn from The Last Lecture

I am currently reading an excellent book titled The Last Lecture by Randy Pausch - www.thelastlecture.com

I have said many times before, when I read books, it is not necessarily about the specific content or context, but what lessons can be learned that can apply directly to life – and when I say life, this could be your personal, business or perhaps both.

While the book tells a very powerful and emotional story, the underpinning theme is about ‘Really Achieving your Childhood dreams’. From this, I see many lessons that small businesses can learn from and apply directly to the way they approach their entrepreneurial endeavours.

Follow your heart - There are many things to do in this life but we must follow those good pursuits that we are most drawn to. Often we don’t follow our heart out of fear, laziness, lack of confidence, apathy, or other reasons but we must learn to overcome these negative feelings and follow our hearts desires. A lot of start ups fail to get off the ground because the owner is just not committed and always looking for excuses for not starting. Get over it.

Focus on what you want to become - too often in life we focus on ourselves, often worrying selfishly about what we are getting. In life, rather than focusing on what we get, we should focus on what we become. In many consultations, would be entrepreneurs (and even established businesses) want us to tell them where they are going and decide what they should become. Decide that for yourself – we can help facilitate and enable your dream but we can’t achieve it for you.

Never underestimate the importance of having FUN – being your own boss should be fun – yeah, of course there is hard work involved but we chose this path for a reason. We chose it for fun, laughter, challenge, risk, ownership, accountability – In business we often get caught up in our daily projects and hurdles. Give yourself and your employees’ permission to dream and, above all, have fun while you're at it. I encourage you to always have fun as there is just no other way to play it.

Brick walls are there for a reason – too often people complain about the brick walls that are put in front of them. They are there for a reason. As Randy Pausch says "They are there to test how bad we actually really want something". Entrepreneurs and small business owners are faced with hurdles every day, some seemingly insurmountable. But if you're passionate about what you do, those brick walls are easier to scale and you will have more fun on the climb. If we want it bad enough you will get over the brick wall. Otherwise the walls just become an excuse.

The last point I leave you with is this - Do not give up striving for your childhood dreams: Even if you do not achieve them, there is still a lot of FUN to be had from trying.