2.3 Poor choices

Location

Figure 8  The perfect location

Show description|Hide description

The graphic shows a smartphone with a map on the front. A red pin has been dropped onto a particular location.

Figure 8  The perfect location

A great idea started in the wrong place is destined to fail.

The wrong place could be:

• too close to the competition
• too far from the customers
• too expensive.

Overexpansion

Being successful does not automatically mean that expansion is the right thing. The timing of the expansion and the reduction of risk are considerations. Of course businesses want to grow, but the customer base might not support the growth and the associated costs.

Lack of website

Figure 9  You are not accessible without a website

Show description|Hide description

The image shows a laptop which has been bounded by yellow warning tape. Written on the tape are the words: ‘!! No website !!’.

Figure 9  You are not accessible without a website

Simply put, if you have a business today, you need a website. Unless totally reliant on local customers found through word of mouth, every business should have a professional looking website that enables potential customers to find out about their products and services. The majority of customers use the internet as a key part of their search for services. By not having a website, the business is excluding itself from potential customers.