There comes a time in every business owners life when they need to make a decision. A decision on where they are going to invest their ___________ (time, money, effort, etc). This time happens more frequently than just once per lifetime, year, month. Realistically it can happen on a weekly basis or depending on circumstances, a daily basis. The key thing to note is that your business is going to change; whether this change was internal or externally-influenced, is void in this state, but what remains is the fact that the business you are working in right now might not be the same in a week, a month or a year from now. One great example of this principal is from a client of mine, Clayton Brewing Company, located in San Dimas, CA.
When Clayton Brewing first came into town, they established themselves as a coffee shop that also had a full menu. Clayton’s vision was to expand into a place where they could ultimately brew beer, but for the start, they had to stick to simply coffee and food. Clayton’s had great customer service, a good atmosphere and great coffee. It was different than most coffee shops around and it showed in their drinks. As of last week, roughly 18 months since their opening, they have removed the final component of the coffee side and are exclusively branding themselves as a gastro-pub.
Clayton Brewing Company knew that ultimately they would focus on food and brewing beer, but until the time was just right, they had to start somewhere else. Small modifications were implemented along the way to get Clayton’s atmosphere to change from a coffee shop to a brew pub. Some examples from Clayton’s are: removing breakfast from the menu, changing the hours of operation, and dropping the coffee altogether because the profit gained wasn’t worth the cost of operations. In the same way your business will change over time, just make sure you are prepared for it.
Have you seen this in your brand/business? Do you have any insights into changing directions? Let’s hear what you have to say in the comments!