How to Rebuild Your Company Brand

How to regain pricing power when customer loyalty starts to slip or competitors are gaining more of your market share. Lorraine Rieger McGregor was invited to write an article for Business Review Canada’s blog for the July edition. Read it here.

Lorraine McGregor Interviewed by Business Review Canada on Merger Integration

In the July 2010 edition of online innovator Business Review Canada, Lorraine Rieger McGregor provides insights into ways to keep the value of an acquisition through the integration.

Will you be able to sell your company?

Will the Great Boomer Business Retirement Migration Actually Happen?

“We’re ready to sell. You know, we’ve kind of done all we can and we’re tired. It’s time for some new blood. So my partner and I want $5 million out of the business. So what are our chances?”

We listened to Trevor a proud and accomplished silver haired 59 year old , the owner of a 15 million dollar industrial company and wondered whether he and his 58 year old partner, Paul realized what getting that exit buyout would require on their part.

“There is only one way you are going to find a buyer willing to invest that much in your business. It’s called Valuation Planning and it may take 2-3 years to complete before you’re ready to sell.” I looked over
at my consulting partners as we watched Paul and Trevor’s faces fall. We had seen this reaction many times before.

There is nothing more painful than seeing successful business owners suddenly realize their retirement dreams might remain only a fantasy.

With every phase of life, the baby boomers have had a profound influence on the movement of money across most aspects of our economy. But in their next phase of development will their luck with creating wealth run
out?

The numbers suggesting this is indeed possible are staggering.

By 2011, the first of 70 million boomers are going to turn 65 years old. There are more than 26 million businesses in North America, and 50 percent are owned by boomers, according to the Small Business Administration. And 7 out of 10 of these owners will want to sell their business over the next 10 years, according to the Association for Mergers and Acquisitions Advisors.

That represents $10 trillion in retirement value and 75 percent of that $10 trillion may not be realized according to Richard Jackim in his book “The Ten Trillion Opportunity – Designing Successful Exit Strategies for Middle Market Business Owners”.

Industry Canada and the US Small Business Administration are very concerned that boomer business owners are not paying attention to these statistics and secondly do not have a good understanding of what it takes to sell a business. They have alerted city economic development groups across the country like the City of Nanaimo, BC and the city of Chicago, IL who are now trying to come up with ways to alert owners and help them to get ready.

They are planning for the future to ensure their communities stay economically buoyant according to Jason Boyce in an article entitled “Get Ready for the Big One: Succession Facilitation & the Coming Demographic Wave of Change” published in Making Waves Magazine.

Spirit West Management advises owners what must be done to 
set their house in order.

“It’s much more than succession planning,”
says Lorraine Rieger McGregor, CEO and partner in Spirit West
Management. “It involves reorganizing the company so that an investor
sees the value. That sounds easy but really what is involved is to stand
 in the shoes of a buyer and ask yourself, would I buy this company? Can
I easily see that it will continue to grow if the owner leaves so that I
will benefit as the investor? Succession planning is all about how you
will retire. Valuation planning is all about how the business will be a
continued success after the owners leave, which is all important to buyers.”

Rieger McGregor of Spirit West offers these five tips for business
owners who are starting to think about finding a buyer in the coming
years. First Tip? Start NOW.

1. Change Your Mind Set
Let go of your business now, emotionally. It’s not a reflection of who
you are; it is an asset that has investment value. The more you can view
your business from the eyes of an investor, the easier it will be to
make the transition to improving it so it will be attractive to
investors. This is not to say stop being passionate about your business,
it says let it stand on its own two feet.

2. Think Like a Buyer
If you were to buy this company tomorrow, what clues would tell you that
it would continue to be a successful company? What would you look for to
tell you that if you didn’t know anything about the company? Buyers want
to see past evidence of growth: The plans, the result and the effect on
profits. They want to know the industries your company sells to are hale
and hearty especially in this challenging economy. Are your customers
loyal, buying more regularly and getting your best solutions? Do you
have a sales pipeline leading to increased revenue? What tools do you
use for decision making? All of these things show a buyer you run a
tight ship.

3. Transfer Knowledge and Power
Who will run the company if you’re not there? Can you disappear for six
weeks right now and be sure the company will still be humming when you
return? If not, you’ve got work to do. You may need a management team or
a CEO. You may need to start training and trusting your own people a lot
more than you do now. When you walk into your operation is the
atmosphere tighter than a drum or congenial, tense or excited? How come?

4. Clean Up the Files
For the next three years you’ve got to show increasing profit margins in
a consistent, steady uphill line. That means you will have to clean out
the personal items in your expense account, know where you are missing
the mark and losing money and fix the problem and then set goals and
targets that your team is accountable for. Then look at your agreements
and contracts and get them reviewed by a lawyer. Do your supply
agreements restrict geographic territory or activities? Do you have the
best suppliers on your team? Are your shareholder and management
agreements tight or misunderstood? Get the right kind of help to sort
these problems out.

5. Focus on Growth
When was the last time you expanded your market place, launched a new
product or rethought your solution set to better meet customer needs? Is
it easy for customers to switch from your product to some other company’s?
If so, you better find out why. Get to know your target market. Are
you solving their problems in the right way? There is opportunity for a
profit in every hassle you uncover in their business.

Buyers want to see a healthy pipeline of orders and opportunities for
the future. “This is not meant to tell owners what they’ve built isn’t
good enough.” Says Rieger McGregor. “It’s to let owners know that there
will be a huge number of businesses all wanting to sell in the coming
years. Investors will have their choice of plum opportunities and will
reject the rest. They will pick the investments where their risks of
failure have been reduced. Owners need to know how to make that sense of
certainty obvious and reliable.”

It can take 2-3 years to sort out some of these issues. The time flies 
fast. Owners will be resistant to this effort: There’s a business to run
and there might not be “know how” or time to try and get these ‘value’
improvements done properly and without business disruption.

Valuation
 planning and execution is something owners will need help with. They may
 need a consultant that can help them plan and execute these changes,
their accountant to help them with tax strategies and their account
files, a lawyer to iron out the agreements and contracts and a board of
advisors to keep them accountable.

If owners want to see their retirement plans realized, the time is now. By 2011, there will be a lot more competitors.

And what of Paul and Trevor. They are one year into their reorganization and have found a new passion for their business.

And they aren’t tired anymore.

The Five Essential Elements of a Growth Strategy

1. Customer Focused – It’s based on market research. You’ve got the right product, packaged in the right solution with well thought out support systems that the right target market really needs and wants and you can prove it.

2. The Company is Oriented to Performance – Your people have the kinds of conversations that lead to process improvements through respectful collaborative idea generation. Incentives are aligned to self-responsibility, authority, accountability  and ability to take risks. You provide support and training for those elements to be accessible to all.

3. You’ve Removed the Rub Points – There is a smooth communication flow from what is promised to the customer all the way from sales through order processing, production, billing, delivery and after sales support. You have a feedback loop to ensure what was expected was delivered. And you have policies that set out boundaries for the negotiables and the non-negotiables. You don’t expect your people to dance to the customer always being right (or wrong). Who to blame isn’t a daily way of life in your company: how to solve the right problem with the right solution is.

4. Your People Understand how the Company Makes Money -Sounds simple but it’s not often done. Everyone should know how their expertise and efforts contribute to the bottom line and where they fit in the financial equation. Even the receptionist and the shipper. Each person has a role to play in the efficient delivery of the promise to the customer.

5. You Focus on and Make Decisions Based on the Right Key Performance Indicators – Forward looking, gross margin driven, utilization rates, cash flow and labour tracking. Your indicators should show you where you have cash leaks in the system, before you have to start bailing. First place to look? Do your estimate gross margins on each product become your actual gross margins. Got a variance? Find out why and fix the systemic problems that cause it. (Hint - most problems are systemic, not personal, not one individual’s fault.)

8 Rules for Preparing Your Company for Sale

1. Start Planning Early - 2-4 years before shareholders or partners want to sell. It can take that long for the changes described and recommended below to be made.

2. Know what type of Investor or Buyer is Best Suited for Your Company – Want to sell to your employees? Sell to another company in your industry or part of your supply chain? Want the company to continue as a viable going concern after you leave ? All these options require a different game plan to achieve the desired goal. Understand which type of buyer/investor is right for your circumstances and how to best position the company so that this exit event occurs.

3. Put a Growth Strategy in Place Now – Despite our tough economic times, a growth strategy is imperative to being able to realize a future liquidiation event, no matter what type of buyer/investor you are targeting.

4. Recognize the Buyer/Investor is Acquiring the Future – More than ever now, they are not buying past performance, they are buying the future performance of the management team’s ability to deliver on the promise of the growth strategy. So the growth strategy has to be be well under way and producing results by the time you are ready to sell. The management team that implements this strategy are the people that will be staying with the firm after the primary shareholders leave.

5. Recognize Your Role as Owner Has Changed – If you are planning to sell, you need think of yourself now as an investor, not an owner and certainly not a manager. Your knowledge, key relationships and abilities have to be transferred to and found in your management team now, not the day after you leave.  You are not your company.

6. Deliver What You Promise – The number of companies on the market looking for exit strategies will double as boomers retire over the next ten years. Your company will have to stand out from the pack. Your company should have an outstanding solution or product offering and the financial performance in the balance sheet and income statement to prove it out. Your internal systems deliver exactly what is promised to customers in a way that makes it hassle free, unique, of high value and delivers recurring revenue. Check in with your target market. What do they think about your offering? Set up key performance indicators to manage toward the future, rather than viewing only through the rearview mirror.

7. Difficult People? Conflicted Workplace Culture? Growth and Change Will Be Almost Impossible. If you’ve got some rub points that make delivering customer value or financial performance unreliable, now is the time to deal with them , not later. If you’re struggling to change entrenched ways of working, poor performance, lack of alignment between strategy and action, then get help sorting it out. Learn how to take a different approach and get to the heart of the issues that block change, growth and ultimately profitability. There is a much better way which is far less painful.

8. Get the Right Advisors on Board – You will need an accounting group familiar with exit transactions and tax issues, a legal firm able to prepare the foundation for an acquisition so the deal goes through smoothly without skeletons jumping out at inopportune times and investment advisors to help package the company. Know who to get on board, how to find them and strategize when you bring them in.

You may need help with some of these Valuation Planning Steps. Get it sooner rather than later. For a private seminar on any or all of these topics, please contact us.

Vancouver Sun on Boomers Preparing to Sell their Businesses

Harvey Enchin of the Vancouver Sun did a story on the fact that boomer business owners say they want to retire in the next three to five years, which means selling their businesses but they have not prepared their companies to get the highest valuation. Here’s the story. http://www.canada.com/vancouversun/columnists/story.html?id=c9388f05-f1c7-4960-812f-b6c8b15b454a Why do you think business owners are not doing adequate preparation to make their businesses attractive to sell? Add a comment below.

CBC talking about boomer business owners unprepared to sell their companies

It seems that slowly the word is getting out to business owners that they had better get the help they need to position their companies correctly in order to be ready to retire. The CBC just announced RBC’s latest study on the strange trend that owners don’t know how and are not thinking about how to extract the wealth they have built up in their companies. You can read about the latest study here.

Business Owners Must Think Like Investors

Business owners today are facing a perfect storm of controllable uncontrollable variables. But according to the Canadian Federation of Independent Business, 52% don’t know they need to take themselves out of harms way.

Think of the situation before Hurricaine Katrina: some people believed it was important to leave the New Orleans area, and some did not. Those that did not suffered and the rest of us were left wondering what it was that didn’t compel them leave New Orleans when they had the chance. Today, three years after Katrina, when the forecasters yell Hurricaine, the residents along the Gulf Coast don’t think twice, they go.

What’s going to galvanize business owners into getting ready to avoid the perfect storm?

The boomer bulge, born 1946 through 1962 will spend the next ten to fifteen years extracting their wealth out of the economy to put to other uses. Or I should say, attempting to extract their share of their company’s value. The only problem is, owners have not prepared their businesses so that they are attractive for investors to acquire them.

A perfect storm of influences will increase the supply of companies for sale right when the need is greatest for investors to buy them. The storm is manageable, but only if owners take preventive action now to be ready. It can take 2-3 years to put the company on a growth plan. It’s more than just slapping a coat of paint on and installing granite counters.

Here are the big clouds on the horizon for this perfect storm:

1. The economy is in a decline;

2. There are more than 1.7 million businesses in Canada. 50% are owned by boomers. 500,000 will want to sell. In any given year in Canada, roughly 25,000 businesses change hands.

3. Owners don’t like thinking about the day they won’t own the business

4. Owners don’t know who to talk to. It’s understandable that they don’t talk about it. They don’t want competitors or employees to find out they’re thinking of transitioning their ownership.

Business owners need to take heed and learn how to see their organizations through the eyes of an investor: get to know the key indicators they look for and make sure they are instilled throughout the company. Remember, an investor buys the future certainty of profitability, rather than the past. For every foggy indicator, the risk increases and so the price they are willing to pay decreases.

How Do You Manage a Gorilla for a Partner?

Case Study Project Description

A software and consulting firm had developed a sought after add on tool for a popular software application. This tool added robust functionality and enabled project managers to get far more reporting to make better decisions.

Project Problem

When a company lacks the brand name status of the big players in software, it is vital for survival to partner with a company where your product adds value, and the prospect of greater sales to a partner company. However, the challenges of managing this partnership have to become part of the business equation rather than something to be ignored after the partnership agreement is signed.

Solution

You are only valuable to a large partner as long as your product helps sell their product; your company understands and supports the partner’s goals; you add big new ideas to their operations team; you find ways to be beneficial to the marketing team; and you realize that even though the partner’s product support team may love your product because it fixes something in their product, this is not enough to stay relevant for a long time to the partner.

Partnerships in software have a short shelf life. They should be focused on some immediate markets, with an action and implementation and then a harvesting of profits. Then the big company will have moved on to other partnerships or evolved their solution to the next version making your offering irrelevant or worse, behind in its own development so it gets dropped. Realize these facts before deciding to chase after the partnership with the big gorilla in the market.

The owners of this company were constantly at odds with their partner because they had different expectations than what actually occurred. We developed a program to get the product support team on board, which they were delighted with. But then the corresponding marketing program (a coupon for the add on product in the partner product’s packaging), never materialized any extra lead generation. The software marketer has to constantly be monitoring the affects of any of its activities and constantly make changes to the copy, the placement of the message and other aspects of the action plan. If one thing doesn’t work, come up with another idea and present it to the partner company and collaboratively improve on it.

Results

We mapped out several marketing routes and managed the interface between the owners and the partner company through several versions of the product over several years. When immediate results were not achieved, both parties became contentious and were not interested in working together. Despite numerous patch ups and re-engagement efforts, we were not able to change the tide in attitude. The company spent a great deal on advertising, nothing on public relations and didn’t work collaboratively on solutions with the partner company to keep tweaking the messaging. When the partner company came out with the next version, the add-on was quietly forgotten. The company could not keep the development pace of the partner’s product.

Breathing New Life into a Commodity ERP System

Case Study Project Description

The COO of a 20 year old software company needed to find new markets for their product. While other competitors had been acquired over the years, they had carved out a small niche but their customers were migrating to the larger brand name platforms. As revenue declined employees left including their sales and marketing manager. Without resellers and a sales leader, the company seemed like it was heading into its twilight years.

Project Problem

ERP solutions for human resources, payroll and performance are dominated by the large ERP vendors. In this business, the old adage that ‘those that choose to buy IBM don’t go wrong’ seemed to dominate the purchasing decisions. How could this stable and proven software company get into new markets without being PeopleSoft or IBM? Further, the company had pursued many unrelated markets so reference clients were dotted across the spectrum of industries and geographies. There seemed to be no natural fit into any one target market despite the superb reputation they enjoyed for service amongst their great reference clients. The CEO and the COO were concerned about focusing on only one or two markets unsure as to whether they would yield any results.

Solution

The solution to this problem was to uncover what this product did that other products couldn’t do. After 20 years in business, the product had some very robust functionality and it did not price out after implementation nearly as high as its brand name competitors. Identifying what it did that other products couldn’t do, we searched for which markets had these unique few issues and needed specific problems solved. When this research was done, then we had to find the industries that had these problems where the company actually had reference clients.

From there, we helped them develop a marketing message, case studies, press releases, a web 2.0 strategy, measurement, KPIs and a lead generation system that tied together to become their call to action. We then coached the senior team in how to work with and use the message, how to build capacity to manage the growth and how to constantly evolve and improve the messaging system so that it would attract motivated buyers within two different and fragmented target markets.

Result

The time-intensive research and market focused discipline combined with a dedication to web 2.0 and public relations approach rather than expensive advertising started to pay dividends. In the first year, they achieved 400% growth in their sales calls and started winning business from much larger competitors.

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