As a business owner, one of the most critical decisions you’ll face is how to grow your company. Do you focus on organic growth, relying solely on your internal resources and capabilities? Do you pursue an acquisition strategy, leveraging external opportunities to expand rapidly?
- Too often in business, strategies & decisions are framed as an “or”, even though they may be better framed as an “and”.
- Growing a business is a strategy and decision that should clearly evaluate the question asked in this article’s title
Let’s start by look at the two most common paths to growing a business.
What is Organic Growth in Business?
Organic growth is expanding a company using internal resources and through natural demand for products/services. It involves gradually increasing profits, market share, capabilities & customer base without acquisitions or mergers.
Methods for organic growth include:
- Developing new products and entering new markets
- Increasing marketing reach and campaigns
- Opening additional locations or territories
- Expanding current facilities and operations
- Improving systems and processes
- Building strategic partnerships and alliances.
Organic growth takes dedication and effective execution over time. The pace is generally slower, but also more stable than explosive acquisition growth. Risks are lower since it leverages existing company assets.
Benefits of Organic Growth
- More control: Relying on internal scaling allows you to dictate the speed and direction of growth based on resources. This can be particularly valuable if you prioritize autonomy and independence.
- Lower Risk: Organic growth poses fewer risks than rapid acquisition.
- Retains company culture: Gradual hiring preserves culture versus major mergers. Integration of a separate business could dilute or negatively affect company culture.
- Lower upfront capital: Organic growth has lower infrastructure needs upfront versus acquisitions.
- Learn and improve: Focuses growth through enhancing current products, people, and systems. For instance, a services firm can grow by hiring and training new employees at a controlled pace based on client projects.
- Gradual market entry: This lets you slowly enter new segments and geographies.
- Brand consistency: Avoids integrating new brands and assets. For fashion brands, this allows for maintaining creative control and brand image.
- Customer loyalty: Slow growth can improve retention versus quick expansion. Customers often prefer authenticity and don’t like drastic changes that alter service quality.
Strategies to Achieve Organic Growth Faster
While organic growth takes patience and steady effort over time, businesses can utilize strategies to accelerate the pace and maximize opportunities:
- Reinvest earnings: Continually put profits back into growth initiatives rather than excess shareholder dividends.
- Enhance marketing: Use market research to refine messaging and outreach for greater conversion.
- Develop new offerings: Fill portfolio gaps and enter fresh markets with products tailored to consumer demand.
- Improve products: Innovate and add features customers want to boost sales of existing items.
- Optimize operations: Reduce costs and enhance production to support increased output and sales.
- Partner strategically: Collaborate with complementary brands to expand reach. For instance, a travel agency could team up with airlines and hotels to offer bundled vacation packages.
- Customer development: Grow accounts through cross-selling or up-selling additional offerings.
- Offer incentives: Boost sales through limited-time discounts, rebates, and bonus offers.
- Expand geographically: Open physical locations or target online sales and marketing to new regions. A cleaning service could open satellite offices or run digital ads targeting new metro areas.
- Reward employee initiatives: Encourage staff at all levels to bring forward growth ideas.
ACQUISITION GROWTH: Some reasons for making acquisitions:
- Gaining talented staff or intellectual property
- Expanding into new geographical areas
- Adding capabilities not offered in-house
- Eliminating a competitor
- Diversifying products and services
- Increasing distribution channels
There are several types of acquisitions depending on the strategic rationale, including:
- Horizontal: Competitor or similar business operating in the same industry.
- Vertical: Companies within the existing supply chain, like suppliers or distributors.
- Market Extension: Companies in different geographic areas or industry segments.
- Product Extension: Companies with complementary products that can diversify offerings.
- Conglomerate: Companies in completely different industries expand their business into new sectors.
- Acquisitions require a sound due diligence process—one that goes far beyond understanding the acquired entity’s products/services & its financial statements.
Strategies to Maximize the Impact of Acquisition
- Thorough due diligence: Completely vet the target company beyond just financials.
- Cultural alignment: Prioritize targets with cultural fit.
- Retention incentives: Structure deals to keep vital staff from departing.
- Integration planning: Develop detailed plans to combine operations.
- Communication: Keep staff informed and engaged throughout the process.
- Synergy capture: Have initiatives ready to capitalize on joint opportunities.
- Gradual change: Avoid immediate disruption by phasing in changes.
- Patience: Recognize complete integration takes time.
- Maintain focus: Stay committed to current business operations during the transition.
Benefits of Acquisition
- Speed: Instantly gain market share, customers & distribution channels.
- Capabilities: Acquire talent, technology & resources that would take years to build organically.
- Economies of scale: Combining operations, administration, manufacturing, etc., to reduce
expenses. - Eliminate competition: Removes a rival as a competitor & consolidates market share.
- Diversification: Expand into new markets, products & services quickly.
Author: Salvatore LoDico, SPHR
The HR Godfather TM
CEO, Trinity HR Consulting, Inc
Trinity HR provides retained searches and a full range of other HR management consulting services & solutions to clients throughout the US. Our clients include:
- Large public & private corporations, start-ups, SMBs, start-ups , & various size family-owned businesses & not-for-profits, including faith-based entities.
- Diverse industries – manufacturing & providers of services
To schedule a NO COST, NO OBLIGATION conversation about your challenges & opportunities, plus how our Team’s expertise may be able to help, email me at SalLoDico@TrinityHR.net or call me at 856.905.1762.
YOU HAVE HR CHALLENGES…TRINITY HAS SOLUTIONS!