www.greenmediaonline.com Business Planning Guide December 2014 7
than spending the money purchasing equipment when starting a
business, owners can generate additional revenue without increasing
overhead costs by using existing equipment and resources such as
trucks, facilities, tools, and trailers. Business owners who invest in
a complementary service typically have the right equipment and
expertise when it comes to proper use and safety practices. This
leads to an added revenue source, and allows owners to make the
most out of equipment that would have otherwise been in storage.
• Plan for growth. When one business is in its off-season,
owners can offer timely services to boost revenue in real time
and, meanwhile, use that time to work on growth plans for the
counter-seasonal business. While operating their winter business,
owners can begin to assess their summer business's needs by
defi ning goals and profi t targets for the following season. This
may include determining suitable marketing tactics, setting
the right costs for the product or service, and planning how
to differentiate their business from local competitors. When
deciding how to fi t the add-on service into their current business
structure, owners should overlap services for a short time period
to ensure a consistent cash fl ow and a smooth transition between
seasons. With regard to timing, it's important to start building
momentum for seasonal promotions and marketing campaigns
several months in advance. By using their time wisely during the
off-season, owners can set their business up for incredible success
when peak season begins again.
When it comes to marketing both services, dual-seasonal
business owners can leverage their established client base to
promote their corresponding services by offering discounts for the
counter-business while focusing on their current services. While
working with the same client base, as well as potentially new clients,
business owners can take advantage of the opportunity and use
these connections to offer deals for next season's business. They
can also use add-on services as a way to thank loyal customers for
client referrals, large purchases, and booking in advance of the
busy season. Through continuous marketing efforts during the
off-season, seasonal business owners can stay top of mind with
customers when the busy season starts again.
For summertime businesses, one winter add-on service that
continues to grow and consistently outshine the rest is holiday
lighting and decorating, with consumers spending more than
Investing in an add-on seasonal
franchise provides business
owners the opportunity to
expand their offerings to better
serve clientele year-round.
