GT: You mentioned the P word “process.” So tell me a bit about that. Because there is a tension there – what often excites people about smaller businesses is their lack of process. So tell me a bit about how much process is enough.
JK: Any process that aids you in going faster, rather than slowing you down. Even if it's as simple as a single sheet with how to use the logo. Something that you can go back to quickly rather than having to rethink that process again. I think the danger you have in a smaller company is when you create processes that create bottlenecks.
There’s some stuff that doesn't move the needle on the bottom line or it doesn't generate revenue. But there are other things that make small marginal gains that don't necessarily show up immediately but improve the overall brand equity over time.
GT: What else could smaller brands take from big brands?
JK: Market research. You can do a lot of interesting research without breaking the bank. At Big Drop we send out six monthly surveys asking kind of what beers do people want us to brew? What can we do better?
Small businesses can hesitate sometimes in doing that research or not leveraging even the small audience that they have to ask questions to understand more about what they're doing. Or go old school and go to a trade fair, do sampling and handout a small questionnaire at the end that people can drop in a box with their details. Do a £50 Amazon voucher, whatever it is to incentivise them. Start small and then build.
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