By Sharon A.M. MacLean who invites your comments following this blog. You can also find more Modern marketing strategies for business here. http://bit.ly/1cKPcjn
“Did you have a plan in place when you decided to sell?” I asked newly retired business owner Sharon Romank. We were musing over the recent sale of her multi-million dollar self-storage company.
The veteran entrepreneur winked at me across the dinner table and smiled. “Yes, I did.”
Full disclosure here: Sharon and I have been lifelong friends. We attended high school together and I watched the budding entrepreneur open her first start-up during university. It was a roller skating rental business during the days when the sport was hot. After picking up a degree in home economics, she travelled the world with a knap sack, articled at a management consulting firm, and worked as a show researcher for a local Martha-Stewart-type radio personality. Her MBA came later.
The idea for a new company sprang in 1988 when a property manager noticed the lack of storage in downtown Edmonton. It wasn’t long before an old warehouse was spruced up and the Affordable Storage sign displayed prominently on the four-storey brick building. They provided space for files, equipment, commercial inventories, and household goods. The enterprise grew to include five facilities with a reputation for excellent service, trained staff, cleanliness, and top-notch security. Sharon wanted to change the way self-storage was offered to home owners and business clients by “delighting” them with a new type of experience that was spotless and felt safe.
She raised a family of three children through those years and nurtured a long history of giving back to her community, primarily through Rotary. But her marriage also ended. Sharon kept ownership of two sites after the divorce including the state-of-the art Sherwood Park property. https://www.affordable-storage.ca Fifteen years after the facility was built on vacant land, Sherwood Park found itself in a premium location and ready for sale. Sharon wanted to retire from the demanding life of business ownership.
Successful women in business
Sharon belongs to that too rare assemblage of women in business who made the jump from small home-based initiative to a corporation with distinction. I believe we need to celebrate and encourage this type of achievement. So, I celebrate Sharon and take delight in knowing that she realized her exit strategy. This new stage allows her to assist Rotary with their annual medical missions, and to spend more time with family and new husband.
How did she plan for the sale?
1. Budget. The entrepreneur first prepared with a major renovation of the 2.8 acre facility with 480 units and retail store. She developed a financial plan to refurbish the reception area, new office space, security system, mechanical systems, landscaping, and site elements such as driveways, parking, and walkways. Sharon got the place in shape.
2. Solid management: Sometimes a decision to sell must look beyond spreadsheets and databases to people. All the ideas in the world won’t make it off the ground with indifferent employees. The owner treated her general manager and staff with understanding and a sense of fair play, offered employee training and coaching, and she always said, “Thank you.” Leadership pays dividends.
3. Good management begets well-organized books. Sharon excelled where financials, policies and operations were tracked on many levels. Buyers will do their own due diligence to understand the potential for the purchase and this type of knowledge helps to facilitate negotiations with buyers.
4. A marketing SWOT (Strengths, Weaknesses, Opportunities, Threats). This is where I came into the picture.
Sharon had defined her Vision and Mission statements 15 years earlier. Her vision had never really changed–yet, her current employees were not privy to her original thoughts. So, we peeled back her purpose to reveal short- and long-term sales and marketing objectives for the company. This process helped everyone to gain clarity of expectations, understand their personas (updated target markets for digital marketing) and drill down to the consistent messages for posting to the various mediums relevant to the company.
Here’s how it evolved:
Vivid Vision with owner and staff. Digging a bit deeper into surface-level questions went a long way towards creation of an effective and authentic communications marketing strategy. Since Affordable did not need to bolster its sales, the focus settled on deepening relationships with businesses in the ‘hood and the wider community.
Company values. As a contributor to the world, the values of Sharon and staff needed to be embedded into the foundation of the sales and marketing plan. Staff researched potential relationships with local nonprofits while Sharon maintained her efforts on behalf of global charities. Giving back contributes to overall wellness on the part of employees as well as to staff retention.
Defined personas.This was an early first step to define the characteristics of their clients. We wanted to know about customer attitudes towards the company; tangible and intangible rewards that customers believed they received from Affordable; knowledge of websites that customers preferred to visit before making a decision to join Affordable Storage.
Enhanced internal communications with existing customers/increased external communications with the community. A newsletter delivered by an automated email system kept customers conversant on seasonal improvements to the site; offered a chance to recognize customers and partners through story telling; promoted company events such as a new Community Garage Sale initiated by staff.
Editorial plan for postings across channels. In addition to the newsletter, content was repurposed for the company’s social media platforms which included Twitter and Facebook. Sharon understood that all of these efforts meant nothing if they were not made known to customers as well as to the wider community—and to potential buyers.
Close eye on measurements. There wasn’t any sales or marketing component that escaped scrutiny. A red alarm system was esablished for everyone to take immediate action if sales dropped below a pre-determined level…open rates for the newsletter were monitored and celebrated, especially when they hit 49%…and staff were rewarded when conditions exceeded expectations.
Here’s to a successful retirement, Sharon!
xxxxx
Need help with modern marketing? Contact me through LinkedIn or by email: sharon@worldgatemedia.com.
Life-long communications strategist Sharon MacLean owned and published a traditional print magazine over 21 years for business people. She now applies her enhanced knowledge in digital marketing to the needs of her clients and believes in the value of combining the best of both worlds.
rozbeads
Awesome. what I love about this is the disclosure. Often all you hear about it that x business sold for y $, but not what it took to make that happen. Great info and I suspect a model for a serious entrepreneur to learn from. And nothing too aggressive in here to my eyes, but I may be naive.
Sharon A.M. MacLean
I agree with you on the disclosure, Roz. Not everyone agrees to be so candid. Thanks for taking note on my question–I put that landing page link right up at the top- in hopes of someone opening it!
Cathy Jennings
Excellent case study of a savvy woman business owner! Good for her — and great lessons for us all!
Sharon A.M. MacLean
Thanks for your reply, Cathy. I was so glad she agreed to share her plan.
Lorii Abela
What a unique and inspiring case study! It helps create a business opportunity, a lifetime partner.
Sharon A.M. MacLean
There are many business owners today who are looking for their exit strategies, Lorii. it’s a good idea for everyone to prepare.
carundle
Solid info about having an exit strategy for one’s business. Thanks for the valuable info, Sharon.
Sharon A.M. MacLean
Always a good idea to have an eye out for the exit strategy!
Ingrid Cliff
Great case study Sharon, with solid lessons for other businesses considering their next steps. Getting the people, finances and marketing aligned is a huge plus for any business.
Sharon A.M. MacLean
It was very thoughtful and organized, Ingrid. She also encouraged her staff do do what they were good, identified weak spots, and brought in the help where there were deficiences.
hollyjeantampa
Always love to hear the story of a spirited entrepreneur. Sharon, you are a serious go-getter. We could all learn a few lessons from her!
Beth Niebuhr
Great story of one woman’s strategy. I loved it and thank you for sharing. It’s proof positive that intelligent planning pays off.
Sharon A.M. MacLean
it’s also a really good example of having patience to take the steps, Beth. I appreciate her for agreeing to reveal her strategy.
Beth Blacker
Love hearing the end story although I am relatively certain your friend will not necessarily be sitting still in her retirement. You are a great friend for guiding her…kudos!
Sharon A.M. MacLean
You know her well, Beth! This gal most definitely is not sitting aroun. lol
Beverley Golden
This is a very inspiring example of what is possible with proper planning, vision and solid management. I applaud Sharon for putting all the necessary pieces in place and for having making the right steps at the right time. Having support and help is always critical regardless of what you are building in the world and I appreciate the disclosure of how it all manifested for her. Congrats and hope Sharon’s retirement is filled with wonderful new life experiences!
Sharon A.M. MacLean
I’m really grateful that she was generous enough to share the details of her plan. Those ideas can help a lot of people in business.
liZ coZby
Thank you for sharing this article. Great to see a woman have a plan, have a female coach, and end up retiring from the success of her plan. Well done!
Sharon A.M. MacLean
We’re all learning from each other, Liz. It’s a reason I love this group so much.
Natalie Palombi
Wow – I have to say GO Sharon!!! What a great model to follow, and what an inspiration!
Sharon A.M. MacLean
She’s inspired me most of my life, Natalie. This is a gal who set goals and meets them.
Kristy Klenk
Fascinating story. It’s wonderful to hear about a successful business woman who ‘gets it’. Invest in your business, take are of your employees, and give back to the community. She built it over many years and is now reaping the rewards.
Sharon A.M. MacLean
I would love to see way more of these stories, Kristy. 🙂
Lisa Mason
Very interesting case study. I appreciate the full disclosure very much. Thanks for sahring!
Sharon A.M. MacLean
Think followers really like to see the detail in a case study, Lisa.
Kristen Wilson (@k10wilson)
I don’t think that I ever have thought about selling my biz… but I surely have considered that in the years to come.. I want to be working less and smarter and not as hard or as long… so essentially it’s like selling… but I am just managing it. 😉 Win?
Sharon A.M. MacLean
Think it’s always a good idea to think down the road, Krsisten. You’ve got intellectual property–such as information products, a database, and client relationships.
Michael Kawula
This shows lots of prep to sell a business and it’s definitely accurate. Have to have everything in place and have something “solid” to sell.
Sharon A.M. MacLean
Yes, Michael. For social media consultants, that woud be information products, yes?
Jackie Harder (@keydynamics)
Excellent behind-the-scenes story. I’m not near the point of selling my business, but this would make a good reference point.
Sharon A.M. MacLean
It’s a great idea to keep “selling the business” down the road at the back of our mind, Jackie. For example, DB have equity value which is why it’s important to keep driving social media addresses to our email DB. So, if the mood strikes, we’re not scrambling to get things in order.
tradurretranslateblog
Great post and nice to read the story behind a successful woman.
Sharon A.M. MacLean
We need a LOT more of these!