Unconventional Strategies

Growing a business isn't easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you're peddling products, services or information, getting the word out has become increasingly burdensome. And without the right strategies to fuel your growth, churning a profit and staying afloat may sometimes be virtually impossible.

Most businesses try to figure out how do you get their message to the right audience effectively and how to boost visibility and increase sales while sustaining a profit with a converting offer.

But there are some entrepreneurs who do not want to be visible! This is part of their strategy. Why is this so?

This is the true story of an entrepreneur in the business of making and selling mattresses. His financial statements carried huge cash and bank balances. The auditors (Big 4) were a bit intrigued, as most businesses carry big overdrafts and loans in their balance sheet. As part of documentation of the audit file and risk identification process, the audit manager decided to interview the owner of the business. A meeting had been been arranged in the office of the manager. To his surprise, he saw an old man coming who did not look like an entrepreneur or a director of a very successful company. Poorly dressed, the man was wearing slippers. He looked as if he had not shaved since quite a long time and he had come in an old Toyota station wagon. 

And so, the interview began. When asked what was his marketing strategy, the old man replied he had none. This was quite surprising as the business was doing very well. It was actually at the top in its market segment with low competition. The strategy of the old man was very simple. He had to stay out of the limelight. He already had his clients and growth was also possible. Advertising  would make people curious and attract new players who would try to penetrate the market. Thus, he simply pretended to be a simple man with a weird appearance, driving an old car. Even those who knew him thought that his business was not doing so well ! So no interest was generated and cash continued to pour in. As simple as that......this strategy is probably not found in any business book or MBA literature!