The Seven Biggest Mistakes that Entrepreneurs Make

The Seven Biggest Mistakes that Entrepreneurs Make

Which ones are you making? How can you avoid them?


I was recently asked to do a presentation with my associates at a breakfast seminar for business clients. We had arrived at the title “Seven Biggest Mistakes that Entrepreneurs Make” before I had the list prepared, so I decided to do a survey of entrepreneurs and their advisors to complement my own ideas. The feedback was enlightening.


Here are some of the suggested “Biggest Mistakes” from the survey:
“Cash flow, cash flow, cash flow”, “Afraid of Marketing and Sales, “Reactive, not strategic”, “Not delegating”, “Hiring too fast, Firing too slow”, “Not focused”, “Communicating too much, or too little”, “Not using consultants” (That last one was from the consultants, not their clients!)

The feedback also reinforced my own experience that it is OK to fail and make mistakes, as long as they are small, frequent, and early. It’s all part of the learning experience to get better. But big mistakes can kill your business.

Here is my final list of the Seven Biggest Mistakes that Entrepreneurs Make.

#1 Too Entrepreneurial
Certain characteristics of entrepreneurs are necessary for them to be successful. But if over-indulged they can lead to big mistakes. These include the tendency to be too opportunistic and not be sufficiently selective and focused; to be too optimistic and miss or ignore the warning signs; to be too impatient and expect too much too soon.

Entrepreneurs usually have great confidence in their instincts and consequently rely on “gut feel”. The mistake is to neglect or ignore market feedback and analysis of the facts. Being action-oriented, the tendency is to react and “fire” before the “ready, aim” stages are complete. Painful surprises can result.

Many successful entrepreneurs have achieved a lot based on their energy, charm, charisma, and persuasiveness, but then get caught by selling on personality, not on performance. Clients start to notice that expectations are not being met.

Entrepreneurs are expected to be decisive and demonstrate “leadership”. Both can be overdone – deciding too quickly and providing too much direction so that input, initiative and creativity are stifled.

“Doing it my way” often means improvising and learning on the fly, or sticking with what works, until it stops working. The mistake is in neglecting to evolve and grow by optimizing systems and installing best practices and latest technologies.

All these mistakes can lead to serious consequences, as a result of being “too entrepreneurial”.

#2 Lack of Strategic Direction

Another consequence of the action-oriented entrepreneurial approach is the tendency to get lost in the daily details and completely neglect the original strategic plan and objectives. The owner-manager soon becomes pre-occupied by operating decisions and all the demands on his time from customers, employees and the constant fire-fighting. It leaves little time for fire prevention.

This situation is worsened as the entrepreneur concludes that the best solution is “do-it-myself”. Not delegating to staff or using external expertise may seem like the least-cost solution, but probably undervalues the owner’s own time and expertise and does not lead to long-term solutions.

The entrepreneur may have good awareness of long-term strategic issues and had them in mind when the business was launched. But they are now neglected, and the original Business Plan (if there was one) is not documented, updated or shared.

Lack of strategic direction is listed here as #2, but may be the Biggest Mistake that Entrepreneurs Make.

#3 “That was Easy, Let’s Do It Again!”

Another common mistake that can have devastating consequences on the business is the over-confident entrepreneur who concludes, “That was easy, let’s do it again!” So he or she leaps into new markets, new product lines, or even a new business or investment opportunity.
It’s important to remember: Making money doesn’t make you smart.

Do you really know what you did to succeed? Or what mistakes and risks you avoided? Is now a good time to start something new? How much will the current business be impacted by new initiatives? Is your success really transferable?

Many successful entrepreneurs have made the mistake of jumping into a new venture – merger, acquisition, restaurant franchise or real estate investment – and blowing away the equity value they generated in their original business.
Another big mistake to avoid.

#4 Focused on Profit

Being focused on profit doesn’t seem like a mistake. After all, isn’t that the whole purpose of running a business? No, actually. As I explain to students in their first Finance class, the primary financial objective of any business is “to enhance long-term shareholder value”.
Many short-term profit-oriented decisions can hurt long-term value. Examples are many: cutting staff, maintenance or marketing expense; not upgrading systems and technology; accepting high credit risk or low margin customers; avoiding taxes, environmental or quality issues.

Most entrepreneurs are very focused on managing the bottom line by monitoring sales, gross margin and expenses. They always know those numbers.

But they are usually ignoring asset management, especially cash flow. The business may appear very profitable, but have constant cash flow challenges because management is neglecting inventory and receivables, in particular. And unfortunately it is not as simple as: Collect fast, Pay slow. Customer and supplier relationships can be at risk if cash flow issues force you to take that approach.

Managing the Balance Sheet also requires good management of debt and balancing short-term and long-term needs with short and long-term sources of funds.
And the Most Undervalued Asset doesn’t usually even appear on the Balance Sheet: Human Resources. That leads to Biggest Mistake #5.

#5 Neglecting Key Relationships

The key relationship for any business is the one between its owners and the staff. Management and employee communications are essential to business performance and often not managed very well. Key employees need to be recognized and engaged. Mistakes made with key employees can jeopardize the whole business.

Similarly, don’t make the mistake of being distracted by the most annoying and persistent customer. Your biggest customers are not likely the “squeakiest”, just the most important. Don’t make the mistake of letting them be neglected.

Do you need to squeak more yourself? Do your suppliers appreciate you enough?
Fast growth and profitability may be coming from one or two key customers or suppliers which can lead to over-dependence on their business. And your success may be convincing them that they don’t need you in the middle any more. Be wary.

Another key relationship not to be neglected: Is your bank a welcome and willing partner in your business? Remember “friends in need” have to be developed in advance.

#6 Poor Marketing & Sales

You know there is a problem brewing when you hear the entrepreneur explaining that “The product sells itself”, or “Price is all that matters”, or “Our Sales Reps need to do a better job”. These are signs of poor marketing and sales results. Usually the company is failing at both the strategic marketing level and at the execution of effective marketing and sales activities.

Not only are opportunities for profitable growth being missed, but the company may be on the downward slide to “out of business” without a well-conceived marketing plan and effective sales strategies.

#7 Distracted by Personal Issues

And finally #7 – Personal Issues that distract attention from good management of the business.
Personalities and their issues can seriously affect business performance regardless of whether they are owner, management or staff issues. Sometimes they are simply ignored until they become a problem. Sometimes they are a result of too much success and behaving like a rock star.

Family businesses in particular run the risk of favouritism and having family matters interfere with business success. Managing personalities and corporate culture are a particular challenge in family businesses.

In Summary, the Seven Biggest Mistakes that Entrepreneurs Make:

1. Too Entrepreneurial


2. Lack of Strategic Direction


3. “Let’s do it again!”


4. Focused on Profit


5. Neglecting Key Relationships


6. Poor Marketing and Sales


7. Personal Distractions
   

Now the obvious question is: How to Avoid Them?

The answer is: Balance!

Each of these Big Mistakes is a result of the entrepreneur failing to achieve balance between opposing approaches and decision making processes. Avoiding these mistakes requires the entrepreneur and business owner to:

• Balance the Entrepreneurial Approach with Analytical Input


• Balance Strategic Vision with Operational Detail


• Add the Head and the Heart to the “Gut Feel”


• Manage for Long-term Value not just Short-term Profit


• Keep Personal Priorities in your Plan but Out of your Business
  

I hope that helps you to grow and prosper in your own business and avoid the Seven Biggest Mistakes that Entrepreneurs Make.

Biggest Mistakes that Entrepreneurs Make?

I need your suggestions. I'm working on a presentation titled "The Seven Biggest Mistakes Entrepreneurs Make" and so far I have only my top four.

Most of them I've made myself and I'm sure I can complete the list, but it would help to have some consensus from other entrepreneurs and their consultants/advisors.

From your experience what are the most common mistakes and what do you recommend to avoid or fix them? I would appreciate your input.

For some hints, but here’s my list to date:

1. Neglecting strategic vision, too entrepreneurial/opportunistic/reactive/intuitive
2. Not knowing and managing your numbers
3. Neglecting key strategic relationships
4. Letting the product sell itself, poor marketing and sales support

Others have already offered:

5. Hiring too fast, firing too slow
6. Poor communication with employees
7. Under capitalisation
8. Poor research and planning
9. Neglecting to manage cash
10. Too corporate, no personality

And more…. So now it's your turn.

Thanks.

How are we doing so far in 2009?

We could all be even worse off, but let's hope it gets better from here. For most of us the impact on our businesses has been inconsistent and inconclusive.

What are the right management strategies and action plans to get through this economic turmoil with a more resilient and successful business?

Here are the lessons we have learned from clients, commentators and other experts, so far:

1. Do not rely on the headlines.

They are just trying to get your attention and a train wreck is more interesting than a success story. They will not provide either balanced or insightful input to your planning or decision making. You will have to dig deeper. Make sure your market data and competitor intelligence is current and accurate.

2. Communicate Communicate Communicate.

Keep employees and customers informed. They are worried, confused and need to be reassured that they can count on you. Unfortunately, you may not have good news for them, but it will be appreciated that they are hearing directly from you and are not left guessing what's next.

3. Keep on Selling.

Now is not the time to cut back on marketing and sales. Your efforts now will be more even conspicuous and effective as your competitors back out of the market and away from their customers. Be selective and very focused. Work on building stronger customer relationships by being relevant and responsive to the current economic circumstances. Avoid the “cry for help” advertising that only confirms “we’re desperate and need the sales”. Calmness, confidence and competence are much more appealing to those potential buyers who are still spending and want reliable, long term suppliers.

4. Do quickly what obviously needs to be done.

If it’s clear to you it's also clear to the people affected. They are waiting for you to act and will be more confident and proactive themselves if they see you taking action. Face the facts, don't fight the facts.

5. Adapt.

Remember Darwin's "survival of the fittest": those who adapt to their environment are most likely to survive; not the strongest or the biggest. This is not the time to be stubbornly persistent about your plans. Look around and be creative. Your destination may still be the same, but the route, the vehicle and the passengers may need to be changed.

6. Be confident, but cautious.

Recognize the difference between calculated risk and a state of uncertainty. Make a decision if the potential outcomes and the percentage probabilities are reasonably clear, but hold fire if they are not.

7. Show conspicuous leadership.

President Obama understands the concept of being the conspicuous spokesman for his plans and policies. No one can do it better than the one who is ultimately responsible. We may not all be as adept communicators as he is, but we can all speak with more sincerity than any spokesperson or intermediary on our concerns, our strategies and our plans.

Good management will be tested during these times, but good decisions now will mean a better business for the future. Keep at it. This too will pass.

Rhetoric is not leadership

Guiding business, government and the economy through these difficult times will require strong, decisive and competent leadership from all three sectors.

Unfortunately we have been getting more rhetoric than meaningful leadership.
President Obama has already been a disappointment. Aside from not being able to persuade either Washington politicians or American citizens to get with the program, he hasn't had good answers to the crisis.

Throwing more taxpayer money on the fire hasn't helped us yet and all the emphasis on dire consequences to persuade the non-believers has made us even more cautious and pessimistic that things will continue to get worse instead of better.

Real leadership means leading by example. Start getting things done differently and we'll start to follow. Artfully crafted speeches are simply not enough.

Working like a dog?

Harvey Mackay has some great suggestions on learning from dogs. Here is an extract from his recent newsletter (Nov.6/08).

We can learn a lot from dogs. Live simply. Love generously. Care deeply. Speak kindly. We give dogs time we can spare, space we can spare and love we can spare. And in return, dogs give us their all. It's the best deal anyone has ever made.

When loved ones come home, always run to greet them. Dogs treat us like celebrities when we come home. There's nothing wrong with showing people that we care about them.

Never pass up the opportunity to go for a joyride. On warm days, there's nothing wrong with stopping to lie on your back on the grass. I think of Richard Gere's character in the movie Pretty Woman. He was so busy working—doing big business deals—that he never stopped to enjoy walking barefoot in green grass until Julia Roberts showed him.

Take naps. Many of us are on overload, so in life you have to know when to throttle up and throttle down. If you can't take a nap, at least take a break. It will improve your disposition.

Run, romp, and play daily. If you have a chance to have fun, go for it. Life presents plenty of difficult times, and we all need a break every now and then. My motto: work hard and play hard.

Let people touch you. Don't be aloof. Allow people to get close to you.

Avoid biting when a simple growl will do. Just make sure your bark isn't as bad as your bite. It's okay to warn people that you're upset or even angry, but keep your temper in check.

When you're happy, dance around and wag your entire body. Happiness is the American way. After all, the Declaration of Independence says we are endowed "with certain unalienable rights that among these are life, liberty and the pursuit of happiness." So we have a right to be happy!

Delight in the simple joy of a long walk. Exercise is always good. I've been doing it all my life. It just makes me feel better, gives me energy to work more productively and, I hope, live longer. My philosophy is: Exercise doesn't take time; it makes time.

Be loyal. In a recent column about loyalty, I wrote that one of the first qualities that I look for in both employees and friends is loyalty. And my friends know they can expect my loyalty in return.

If what you want lies buried, dig until you find it. I'm constantly asked what the secret of success is, and persistence is at the top of the list. When you study truly successful people, you'll see that they have made plenty of mistakes, but when they were knocked down, they kept getting up ... and up ... and up.

When someone is having a bad day, be silent, sit close by, and nuzzle them gently. People remember two things in life—who kicked them when they were down, and who helped them on the way up.

Mackay's Moral: My goal is to be as good a person as my dog thinks I am.

For more from Harvey visit: harveymackay.com.

Looking back and planning ahead

The start of a new year is a good time to look back and plan ahead. (Sounds dangerous. May explain the pain in my neck.)

However, looking back at 2007 can you conclude on the mistakes you would rather not repeat or the things you would like to do more often? Or maybe the issues and ideas that were completetly neglected? Select your priorities and include them in your plan for 2008.

Is it time for a radical new strategy or simply continuous improvement of a well established formula for success. Don't forget to look outside your business at your personal priorities. Is it time to fix the foundations of family, friends, physical and financial health?

And don't try to do too much. Small successes will usually add up to more than a few big ideas that don't get finished. Good luck.

An impressive CEO

At a recent McGill alumni breakfast, the guest was Darren Entwhistle, President and CEO of Telus, Canada's newest national telecommunications provider.

A very articulate and focused leader, Entwhistle clearly communicates where he wants to go and his process for getting there. Still "frustrated and bitter" about the federal government's inability to get out of the way for his bid to acquire Bell Canada, he thinks we are handicapping Canadian telecom's from growing into world class competitors. A familiar refrain also from the banking sector and other industries frustrated by regional and provincial barriers.

Entwhistle also described the challenges of ignoring the financial critics and market watchers to stay focused on the internally sound corporate strategy. Short term share prices and industry fads will sway those outside opinions, but a well developed sound strategy will succeed over the long term.

An impressive CEO, Entwhistle obviously inspires confidence in his leadership for the management team, employees and shareholders of Telus. (And he's another McGill MBA - Class of '88.)

Leadership

I'm currently reading Stephen Covey's latest - "The 8th Habit"; following of course his best selling "The Seven Habits of Highly Effective People".

On the subject of management and leadership he summarizes the themes and concepts of many other authors. (Give him credit for some humility.) What sticks with me are the stated principles of: 1. Set the direction, 2. set an example, 3. define the values, 4. provide the systems; then let people manage themselves.

My own summary of management has always been simply to communicate the objectives and then remove the obstacles to achieving them. The guiding principles may be simple, it doesn't mean they are easy to follow.

Essence of entrepreneurship

I had lunch yesterday with a client and friend who represents for me the essence of entrepreneurship. (He is too modest and discrete for me to mention his name here.)

In my opinion, the essence is to combine the strength of a marketable expertise with the ability to think and act strategically. In his case, he has a very high level of knowledge and experience in the design, build and maintenance of computer data centres. He initally worked for another a specialist in that field then left to start his own business. Over time he successfully positioned his company as the recommended service centre for the industry's leading manufacturer; grew to a size that exceeded his own management abilities; introduced a new partner and executive management team; accepted a new role in the company that leveraged his unique expertise and skills in developing customer relationships; and managed to re-position the company as a major project contractor to design and build large computer room installations from its origins selling and servicing basic hardware.

Many entrepreneurs I work with are equally competent and dedicated to their area of technical expertise but much less capable of managing their business strategically. Others may have the education and experience to manage and think strategically but have little to offer in unique expertise.

Success flows more easily for those that have both.

Does your mother know?

As my mother once said "Don't do anything you wouldn't do if I was there."

Now that was a great way to keep me on the straight and narrow while I was looking for trouble as a teenager.

I've often thought of repeating the question as I encounter bad drivers flying by on the highway. "Does your mother know you drive like an idiot?"

Mothers are also an important influence to guide our ethical conduct in business. That was apparently understand by the jeweller in Cranbrook BC who had a conspicuous sign posted by the cash stating "We give instant credit to all our customers ... if they are over 90 and accompanied by their mother." Good credit guideline!

Most entrepreneurs and executives probably don't often think of their mothers on the job, unless she's the boss like Ma Boyle (pictured) at Columbia Sportswear. Maybe they should. We would probably have fewer issues of corporate misconduct if their mothers knew what was going on.

Perhaps instead of all those current management courses on ethics and corporate responsibility we only need to remind decision makers to ask themselves "Would my mother be proud of me, if she knew what I was doing?"

Sometimes mother knows best.

I have a duck

Why do I keep the duck? It's not a live duck, it's a painted plaster duck, so no care and feeding required. But it's old and faded from years in the garden through snow and rain then beside the bathtub or on a bookshelf. It's not attractive but it's a frequent reminder to be humble in my business decisions.

The duck was a Christmas gift exchange from a computer technician who worked for me in my first entrepreneurial venture, TTX Computer Products. He was also the first employee I had to fire. Not because of the duck.

It was a classic business slowdown in the early '90's and forced me to look at downsizing my staff. "Laid off due to economic circumstances" may sound better to the individual and look better on his resumé, but it was still a difficult and painful decision. Especially as I had made the committment to never fire anyone in my own company after having lived through the slow decline and never-ending terminations at AES Data right up to my own "departure" a few years earlier.

But I came to realize that the best way to protect the company and the other jobs was to accept the inevitable and reduce costs by lowering the most significant variable expense - staff levels. As a senior executive from AES assured me, "the only way to avoid ever firing anybody is to make perfect hiring decisions, and nobody is that smart".

And he was right. It was also not the last time for me to have people fired, laid off, or terminated and it never gets easier.

I wonder if those CEOs deciding to cut back by 10,000 or 30,000 people take it as personally. Do they actually sit face-to-face with any of those individuals and worry with them about their futures?

It has to be one of the toughest challenges for any entrepreneur or executive. And still a worthy objective to try and avoid any firings. So hire as "perfectly" as you can, then manage well enough to avoid those "economic circumstances" that lead to downsizing.

Too much multitasking?

It may seem like we are getting more done by multitasking but maybe we would be more productive and deliver better results by focusing on one thing at a time.

I'm guilty of needing to keep all my faculties engaged by doing at least two things at once. Reading the paper, eating breakfast, listening to the radio would be typical. On Sunday night I'm switching between doing my blog, watching the hockey game and talking to my son in Vancouver. Probably not focusing adequately on any one of them but feeling productive by doing several things at once.

Also working on two interesting books at the same time. Jim Collins "Good to Great" and Henry Mintzberg's "Manager's, Not MBA's". Both have quite controversial and and unconventional points of view. Collins' research on companies that have gone from poor to exceptional performance concludes that none of them brought in celebrity CEOs that made big breakthrough strategic moves. Mintzberg makes a strong case against the value of an MBA for future managers and the damage done by the emphasis on analysis and bold strategic decisions by MBA trained executives. They would both suggest the recent history of HP under Carly Fiorina proves their point. She apparently disagrees.

Can we learn anything good from the celebrity CEOs that get so much attention as visionary leaders with exceptional entrepreneurial skills? I would say yes we can extract some useful ideas from their business strategies and tactics, but their are two important things to remember. First, their unique personalities and skill sets have a lot to do with their success (and their notoriety) and cannot be replicated. Second, their industry and company knowledge and experience may not translate into success in another company. That lesson has been very expensive to learn for many Boards of Directors and Shareholders. Think HP or Home Depot.

That's all for tonight. My battery is dying and Calgary-Detroit are in overtime!