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Chambers to present Building Belonging workshop

Photo Courtesy of Netta Jenkins

Event will feature keynote discussion on: “Reimagining Talent in Modern Workplaces” with Netta Jenkins, CEO of Aerodei

The Saratoga County Chamber of Commerce and Adirondack Regional Chamber of Commerce are joining forces to present a workshop exploring how a sense of belonging in companies and communities affects talent recruitment, workforce retention and community investment.


The event is scheduled for 8 to 11:30 a.m. on Wednesday, Oct. 9 SUNY Adirondack – Saratoga
Campus at 696 Rt. 9 in Wilton. Pre-registration is required, and the fee is $40 to attend.


Attendees will learn practical insights and best practices from expert presenters and panelists at this
half-day workshop about building belonging in companies and communities.


The workshop will feature a Keynote Conversation on: “Reimagining Talent in Modern Workplaces”
with Netta Jenkins, CEO of Aerodei, author, and leading authority on global inclusivity.


Other highlights of the Building Belonging schedule include a presentation and discussion on
“Community Belonging: Data, Insights and Potential Workforce Impacts” as well as panel discussions
featuring business leaders from regional companies and organizations about “The Impact of
Belonging on Talent Recruitment and Community Investment” and “Building and Sustaining a
Company Culture of Belonging.” Committed panelists to date include representatives from:
GlobalFoundries, Saratoga Hospital, Warren County EDC, SUNY Adirondack, Saratoga EDC, North
Country Janitorial, Six Flags Great Escape, Arrow Financial, Elite 9, Adirondack Studios, with more to
be announced as confirmed.


“The ARCC is thrilled to partner with the Saratoga County Chamber of Commerce and many other
business leaders to offer this panel discussion. Our hopes are that attendees leave with a better
understanding of ensuring employees feel a sense of belonging and are inspired to share this
knowledge with their colleagues. We are certainly better when we work together,” said Tricia Rogers,
president and CEO of the Adirondack Regional Chamber of Commerce.


“We are delighted to offer this new workshop in partnership with the Adirondack Regional Chamber
of Commerce as an opportunity for businesses and nonprofits in our area. Creating a sense of
belonging is crucial for organizational success, as it aids in attracting and retaining talent and
enhances community engagement,” said Todd Shimkus, president and CEO of the Saratoga County
Chamber of Commerce. “By establishing an environment where individuals feel valued and included,
companies can build stronger teams, improve retention rates, and contribute positively to their
communities.”

This event is sponsored by Bond, Schoeneck & King Attorneys; Discover Saratoga; Saratoga Arms;
the Saratoga Economic Development Corporation; Stewart’s Shops; and Wilcenski Pleat Law.


More information about the Building Belonging workshop, and registration, is available at
https://chamber.saratoga.org/events/details/building-belonging-42084?calendarMonth=2024-10-01.
Registration is $40 per person. Sponsorship opportunities are also available by contacting Andrea
Cole at acole@saratoga.org.


About the Saratoga County Chamber of Commerce: Since 1918, the Saratoga County Chamber of
Commerce has been opening doors and closing deals for businesses throughout the Saratoga
County community. Guided by a strong and sustainable vision, the Chamber leads the way in
maintaining and strengthening a healthy business climate, initiating constructive community action,
and creating a community where all can thrive.


About the Adirondack Regional Chamber of Commerce: Founded in 1914, the Adirondack
Regional Chamber of Commerce (ARCC) is comprised of members representing a myriad of business
entities across industry sector lines. The ARCC’s mission is to support our business community

Buying Local – S3E4: Alliance Jiu Jitsu Saratoga

Buying Local Glens Falls

S3E4: Alliance Jiu Jitsu Saratoga


Welcome to Buying Local!

Saratoga, Warren, and Washington County have no shortage of fantastic goods and services to offer! In this podcast, our host Mike Nelson will clue you in on the amazing gems hidden in your very own community!


Alliance Jiu Jitsu Saratoga

Season 3, Episode 4

Mike Nelson of Five Towers Media is on location at Alliance Jiu Jitsu Saratoga as they prepare to open their doors. He interviews Brazilion Jiu Jitsu Professors James and Jesse Bruchac about what is in store for the new location as well as some of their past experiences on and off the mats.

Don’t miss their Grand Opening on September 28! Check out their website at saratogajiujitsu.com for details.


PRODUCTION NOTE: The opinions reflected in this podcast are not indicative of the views of Saratoga Business Report, SaratogaBride.com LLC, Saratoga TODAY, Glens Falls TODAY Business Report, or Five Towers Media.


Details

  • Host

    Michael Nelson

  • Guest

    James and Jesse Bruchac

  • Runtime

    32 min, 54 sec

  • Air Date

    Sept 23, 2024


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Buying Local – S3EP3: Katie Tansey, HR Resolved

Buying Local Glens Falls

S3E3: Katie Tansey, HR Resolved


Welcome to Buying Local!

Saratoga, Warren, and Washington County have no shortage of fantastic goods and services to offer! In this podcast, our host Mike Nelson will clue you in on the amazing gems hidden in your very own community!


Katie Tansey, HR Resolved

Season 3, Episode 3

In this episode Mike Nelson from Five Towers Media interviews Katie Tansey about her successful company HR Resolved and her passion for nutrition coaching, fitness, and helping people be the best version of themselves.


PRODUCTION NOTE: The opinions reflected in this podcast are not indicative of the views of Saratoga Business Report, SaratogaBride.com LLC, Saratoga TODAY, Glens Falls TODAY Business Report, or Five Towers Media.


Details

  • Host

    Michael Nelson

  • Guest

    Katie Tansey

  • Runtime

    58 min, 7 sec

  • Air Date

    September 17th, 2024


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Buying Local – S3EP2: R.A.S.P Controls – Ron Richards

Buying Local Glens Falls

S3E2: R.A.S.P Controls – Ron Richards


Welcome to Buying Local!

Saratoga, Warren, and Washington County have no shortage of fantastic goods and services to offer! In this podcast, our host Mike Nelson will clue you in on the amazing gems hidden in your very own community!


R.A.S.P Controls – Ron Richards

Season3, Episode 2

In this episode Michael Nelson from Five Towers Media interviews Ron Richards from R.A.S.P. Controls. They talk about Ron’s experience launching and growing his business, Triathlons, and more.


PRODUCTION NOTE: The opinions reflected in this podcast are not indicative of the views of Saratoga Business Report, SaratogaBride.com LLC, Saratoga TODAY, Glens Falls TODAY Business Report, or Five Towers Media.


Details

  • Host

    Michael Nelson

  • Guest

    Ron Richards

  • Runtime

    41 min, 38 sec

  • Air Date

    September 9th, 2024


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Buying Local – S3EP1: Saratoga Dry Age Cuts

Buying Local Glens Falls

S3E1:


Welcome to Buying Local!

Saratoga, Warren, and Washington County have no shortage of fantastic goods and services to offer! In this podcast, our host Mike Nelson will clue you in on the amazing gems hidden in your very own community!


Saratoga Dry Age Cuts

Season 3, Episode 1

In this Episode host Michael Nelson interviews the owners of Saratoga Dry Age Cuts. These guys built a successful business that started as a hobby in their garage and grew into a brick and mortar store with over 12 employees.


PRODUCTION NOTE: The opinions reflected in this podcast are not indicative of the views of Saratoga Business Report, SaratogaBride.com LLC, Saratoga TODAY, Glens Falls TODAY Business Report, or Five Towers Media.


Details

  • Host

    Michael Nelson

  • Guest

    Saratoga Dry Age Cuts

  • Runtime

    27 min, 49 sec

  • Air Date

    Sept 5, 2024


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Veteran Owned: Hunt Companies

From the hardships of military life, challenges of navigating parenthood, and unpredictable economic changes, Juan and Amie Gonzales have overcome a lot in their lives. Through every obstacle however, they remained committed to their community and each other. 

As the President of Hunt Companies, Inc. Amie views her team as a family and is dedicated to leading them to success. Juan supports her as the Chief Financial Officer for the company, creating strategies to ensure they make it through every obstacle. While their success with Hunt Companies is impressive, it is their continued dedication to serving their community that makes Juan and Amie such admirable leaders.

In 1986, Amie’s father, Dennis Hunt, began a construction business known as Hunt Construction Services. The name was later changed in 1992 to Hunt Companies, Inc. 

Growing up, Amie always enjoyed learning about her father’s business and thought about the possibility of taking over for him. When she graduated high school, Amie earned an associate’s degree from Herkimer Community College. She then continued working with her father, until an army recruiter tracked her down in the parking lot. Dennis was a Navy veteran and Amie had always wondered if she could make it in the military. She decided to take the leap and enlisted in the Navy, vice the Army. 

Like Amie, Juan’s father was also a veteran having served in the Army. For him, enlisting in the military was a way out of the neighborhood, and provided more opportunities for his life. He participated in a
buddy program with three of his friends and joined the Navy two weeks after high school. 

While in the Navy, Amie was a journalist writing stories that would be distributed worldwide. She also did some videography work and photography. Eventually, the Navy combined the photographers, journalists, and lithographers to create mass communication specialists. Amie continued producing stories, photos, and videos for various media outlets. She spent most of her time on the east coast, but was deployed several times.  Juan was in the yeoman rating, where he managed a lot of different administration and finance functions. 

“They sent me to Hawaii for three years as an 18 year old kid, and everybody asks why I stayed in the Navy for that long? It’s because they sent me to Hawaii for three years,” Juan shared. 

At about his 10 year mark in the Navy, Juan joined the flag writer program. While in this program, he managed the offices of senior Navy and Joint leaders. 

He shared that this role was, “Where I honed all of my office manager skills, change management and process improvement skills, financing, budgeting… All that really was a great pathway walking into Hunt Companies.”  

Juan & Amie; Admiral and Mrs. Giambastiani, Vice Chairman of the Joint Chiefs of Staff; and Denny & Cindy Hunt at their dual reenlistment ceremony in the Pentagon (2007)

Juan and Amie met in Millington, Tennessee — the home of Navy personnel commands. This was Amie’s first active duty station following her schooling and also where the two began their relationship. However, the military lifestyle meant that being together consisted of quite a bit of time apart. They spent hours driving to see each other on weekends when Juan was stationed in the Pentagon and Amie in Norfolk, VA and communicated as often as they could. 

“Because we were both active duty, we both understood the lifestyle, we understood what sacrifices had to be made on both sides and we were willing to do that. We had trust and faith in each other,” said Amie. 

Eventually the two were married and welcomed their son Ethan into the world. This made being long distance even more difficult, and there was a period of time while Amie was deployed that Juan had to care for Ethan himself. Juan shared that, through the challenges, he and Amie often referred back to the quote by Green Bay Packers coach Vince Lombardi, who said, “Once you agree upon the price you and your family must pay for success, it enables you to ignore the minor hurts, the opponent’s pressure, and the temporary failures.” Having served an eight year long career in the military, Amie decided that she would leave in order to be with her son.

Once she left the Navy, she began working remotely and focused on getting her master’s degree from Strayer University. She then returned to her father’s business and found that the skills she had acquired in the military helped her be successful at the job. “The experiences from the service, the leadership that we learned— the accountability, determination, all those things that the service teaches you— directly applied to what we were doing here at Hunt Companies and really helped us refine what my father had started,” Amie shared.  

Juan continued in the Navy for 20 years before retiring, but not before he earned his master’s degree. “When we came up here, I was happy to be retired and didn’t have any plans. I wanted to be the first confirmed Washington county sasquatch and started growing out my beard and my hair,” he joked. However, the plan changed in 2015 when Denny and Amie brought him on as the Chief Financial Officer for Hunt Companies. 

While HCI had many successes, they experienced a major loss when their biggest customer stopped construction that year. “In one phone call, 8 million dollars worth of work disappeared for the year with us not knowing where the work was going to come from,” explained Juan. Luckily, they were able to resolve the conflict and not lay off a single employee, but they realized the importance of having a backup plan and not relying on one customer for too much of their income. As a result, when the pandemic hit in 2020, Juan, Amie, and her brother Jason, the Vice President and Operations Manager, were prepared and refined the plan they had created. 

“When Covid hit in 2020 we were actually ready for it, we just dusted off the book, made some tweaks to it and actually kept our plan on how to survive a tough year,” said Juan. They were able to get through the difficult time without letting go of anyone on their team. Today, the company continues to thrive and Amie, Jason, and Juan are working on continuing to build a strong foundation for the future of Hunt Companies. “My main goal is just continuing to strengthen the foundation,” said Amie. 

While the two are extremely proud of how far Hunt Companies has come, their biggest achievement has been the impact they’ve had on their community. “When you find that level of success, you have to give back to the community that you’re in. America has survived 240-plus years because you’ve always given some to the next generation,” said Juan. Amie feels the same way saying, “Our businesses and our communities will thrive when they invest in each other.” Recently, Amie took over as the Chair for the SUNY Adirondack Board of Trustees and Juan is the Chairman for the Warren/Washington County Industrial Development Agency. 

“To be able to run two chairs in one family on vital community boards here is special to us personally and shows people you have to stay involved even sometimes when you do get a little tired,” shared Juan. 

When they are not busy giving back to their community or running Hunt Companies, Juan and Amie love traveling. They still keep in touch with friends from the military and enjoy visiting them when they can.
“With military buddies, you pickup where you last left off, it doesn’t matter if it’s one day or ten years,” Juan shared. The two also have bees that they care for and spend time outside gardening. In the future, they are looking forward to retiring and preparing to see how Hunt Companies grows under the next generation. 

Photos Provided.

Changing Lives Through Lenses

Vision is a privilege that can easily be taken for granted, but for many, clear sight depends on the expertise of dedicated opticians. Yet, not everyone has the luxury of easy access to an optometrist or the means to afford a new pair of glasses. 

Recognizing this, Lions Club member Josh McIntyre is on a mission to make vision care more accessible. By providing eyeglasses to those in need, he’s helping people see the world with newfound clarity
and ensuring that everyone has the opportunity to experience life through a clearer lens. 

As a New York State registered optician, Josh has a passion for helping people see by providing them the right prescription. He was inspired by his grandfather-in-law Lion John Banach PDG (past district governor) to join the Lions Club. The Lions Club is the world’s largest service organization, with more than 1.4 million members. They have several global causes with vision being one of them. 

Josh McIntyre of the Glens Falls Lions Club

Because of his occupation, Josh saw the Lions Club as the perfect way to help serve his community. “I saw it as a great opportunity to bring some of the knowledge and services that I can provide to the Lions Club,” shared Josh. 

He found inspiration when the non-profit organization Remote Area Medical (RAM) visited the Hudson Falls area. 

This organization provides similar health services and Josh thought, “If they can do this nationally, why can’t we do this locally?” 

He then began researching and reached out to another Lions Club in Niagara Falls. They invited him to one of their clinics where they were able to provide people with a no-questions-asked eye exam.
The exam provides people with a new or updated prescription which they can use to order the needed glasses. 

From there they are given the choice of a frame and then a date when their glasses will be ready. This is an incredible resource for people who need an updated prescription or can’t afford to replace old frames. “It gives them the opportunity to pick out new frames versus using the old ones that may not be well fit or ruined and glued together,” explained Josh. 

The clinic was a huge success and had an impact on hundreds of people. “This is something that is very rewarding seeing the amount of people that needed the glasses. We ordered 90 pairs of glasses within 6 hours,” Josh shared. 

He went on to say, “That’s about 90 people that couldn’t or didn’t have eyeglasses, [their] most recent prescription, and/or any prescription, are now going to be able to have that vision again.” 

In order to meet the needs of the mass amounts of people that need new glasses, Josh also participates in another program that reuses old frames. As people get new prescriptions and need to change their glasses, they often end up with older pairs that are still in excellent condition. 

Collection boxes for these old frames are located all throughout Glens Falls such as at optometrist and ophthalmologist offices, Crandall Library’s park entrance, banks, and Walmart. 

After the glasses are collected, Josh removes the old lenses and fits them with new prescriptions tailored to the needs of each individual. He can create both single vision lenses, used for either distance or reading, and bifocal lenses, which are convenient for people who need correction for both near and far vision. 

Currently, he has 300 pairs of frames that people can pick from. This not only provides people with something they need, but allows them to have a say in their appearance which is a huge confidence booster. They are able to see clearly and feel good about the way they look at the same time. 

The success he’s seen through these programs has inspired Josh to begin working on bringing a clinic to the Glens Falls area. 

“It’s inspiring me to bring that to the East side of New York, mostly in Glens Falls but not limited to Glens Falls,” Josh said. 

He wants to help even more people locally and even expand in the future to the Schroon Lake and Salem, New York region. If you’re interested in helping community members gain access to better vision care, consider dropping off your old frames in one of the donation boxes. 

This program is just one of the many ways the Lions Club helps the community and serves those in the area. For more information, please contact Josh at gflionjosh@gmail.com 

Photos Provided.

What AI Does Not Know Yet & What It Needs To Know Better 

Artificial Intelligence (AI) is among the most talked-about business and technology trends.
Users interact with AI in a variety of use cases. Organizations across industries, services, and sizes can use AI to their potential benefit. Benefits of AI include process optimization, improved operations, increased productivity, reprioritized costs, and enhanced products and services. 

Digital transformation has made information more widely available; however, due to its format, organization, or structure, not all of this information can be effectively utilized by AI. Understanding what AI knows and does not know is crucial when considering its application in your business. It is the difference between simply “knowing” about AI and effectively “doing” with AI. By acknowledging what information AI can and cannot yet access, businesses can make informed decisions about leveraging AI for practical applications. Furthermore, as AI technology advances, its “knowability” will continue to evolve.  Staying informed about what remains outside and inside AI’s capabilities is critical for users to make the most valuable and informed decisions possible.

What A.I. Knows

AI can draw upon born digital and digitized information, including public data, private data, the Internet, human-created data, and labels for a specific application or purpose. Notably, there are important considerations for the sourcing of information to build and train AI applications and the use of those outputs in a publication or for products and services. 

Among them concerns about a data source’s quality, structure, and verifiability as well as potential bias, copyright, or other regulatory matters. The AI we have today knows practical and applicable amounts of information. Still, organizations and AI users need to ask and evaluate what information might be incomplete, missing, or needing improvement before further embedding and integrating the technology into core business operations and critical technologies.

What AI Does Not Know (Yet)

Organizations may not recognize the total value of their information assets. While digital transformation has made strides, significant informational value remains obscure within “unknown unknowns” (e.g., information we do not know exists and in what condition or format), analog physical materials, and localized content.

To unlock the full potential of these information resources and drive innovation, organizations must prioritize a comprehensive information management strategy. This strategy involves uncovering undiscovered information, digitizing analog assets, and managing localized content to channel it into actionable resources and tools that can be integrated considerately into AI-powered systems.

Undiscovered Information

Despite advancements in digital transformation, many organizations harbor untapped reservoirs of information – these are the unknown unknowns. Critical information often remains obscure, limiting insights and hindering strategic decision-making. 

AI, while powerful, is constrained by the data it is trained on, unable to unlock the full potential of these hidden assets. To maximize the value of AI and drive business growth, organizations must prioritize the discovery, documentation, digitization, and accessibility of information assets. By breaking down silos and empowering data-informed practices, organizations can uncover new opportunities, enhance operational efficiency, foster partnerships, and improve their products and services.

Undigitized Analog Assets

Untapped potential lies within the analog archives of many organizations. Analog means not computerized or digital and is a physical asset. Historical documents, reports, and media, often containing invaluable insights into brand evolution, market trends, and research, are frequently stored only in physical storage. 

Neglect, resource constraints, and a lack of understanding of their strategic value often hinder their digitization. This digitization delay creates a growing resource debt as the cost and complexity of converting analog materials can increase over time. Moreover, the inability to harness these assets limits organizations’ capacity to leverage AI for product development, customer service, and broader business objectives. By investing in digitization now, companies can unlock the hidden value within their analog archives and position themselves for future success.

Localized Digital Content

Organizations often struggle to harness the full potential of their digital assets. While data may exist in digital form, challenges abound such as: poor organization, outdated formats, proprietary restrictions, and integration difficulties. Local digital content, especially on in-house servers or legacy systems, is often inaccessible to AI tools due to unstructured formats and compatibility issues. However, this issue is improving and new AI applications are coming to browsers and desktops that can assist with these matters. 

Although AI can assist in specific tasks, its effectiveness is limited by the quality of training data and the specific nature of organizational content. Successfully implementing AI requires substantial investment, careful planning, and expert guidance. As organizations migrate to the cloud, these challenges may persist, amplified by complex storage and security considerations. Despite these obstacles, the future of AI in managing digital content has potential, and proactive steps are essential to unlock its full potential.

What AI Needs To Know (Better)

Organizations must bridge the gaps between often overlooked, undigitized, local, and structured, well-managed information to leverage AI fully. This requires a strategic approach to information management including: robust curation, digitization, preservation, and accessibility initiatives. By fostering collaboration between IT, organization units, and informational management professionals, organizations can develop innovative methods to generate more value from their information assets. A holistic approach will create a more comprehensive and reliable information base to empower AI-informed insights and improve business decisions.

Conclusion

Organizations must understand the importance of their data, digital assets, and intellectual property to fully harness AI’s potential. While AI has made strides, it is constrained by the quality, accessibility, diversity, and specificity of the information it utilizes. By investing in comprehensive information management, organizations can unlock hidden value, drive innovation, and advance their goals. As AI evolves, a proactive approach to information management will be essential for an organization’s progress and sustainability. Organizations will have to weigh the benefits, costs, and risks of AI along with a constantly shifting landscape around energy impact, copyright, security and threats to be determined. 

Top 5 Things to Protect Your Physical & Mental Health While Running a Small Business

As a small business owner, one thing we understand is the importance of time management. 

Even with meticulous planning of our days, we can quickly find our lists of “To Do’s” pile up faster than we can blink, and we can find ourselves stressed out in the moment. What does stress do to our physical and mental health? When we experience stress in prolonged periods of time our physical and mental health suffers. We start to feel the effects of stress in not being able to concentrate, experiencing digestive issues, our heartbeat may rise along with other tightness and tension in various areas of our body. These symptoms indicate a dysregulation in our nervous system and our body needs a reset. 

When stress happens here are five things you can do to help with all the emotions and overwhelming thoughts you may experience. 

1. Sleep 

Adults should strive for 7-9 hours of sleep a night. Studies show anything less than 6 hours a night can cause mental distress. The first question I ask when beginning an initial therapy session with someone is how their sleep is. Did you know that REM sleep is what restores and heals our mind and body? So without adequate sleep our body and mind cannot function at full capacity. 

2. Sunlight 

Improves our physical and mental health. Research shows that the sun provides our mind and body with Vitamin D for bone health, increases serotonin for a calm mood, and melatonin for adequate sleep. We need 15-20 minutes of sunlight a day for optimal health. Living in the northeast we experience long, gloomy winters. To help make sure we get adequate sunlight, buying a Light Therapy Lamp is highly effective to supplement the dark, frigid days. I use this lamp in my office daily to ensure I am getting what I need in vital nutrients. 

3. Unplug and Get Moving 

Put your phone and other electronic devices on “do not disturb,” and take a 20 minute walk. Unplugging from technology for 20 minutes and walking is a terrific way to reset our nervous system. 

4. Grounding Techniques 

Help people become aware of the present moment, by doing so an immediate reduction of the intensity of our emotions decreases. Our bodies react well before our brains catch up. When we engage in grounding techniques, we get our brain and nervous system communicating with one another. An example is utilizing your senses to get your mind and body communicating with one another in the present moment. For example, identifying three things you see, three things you hear, and three things you feel as in physical touch. Other grounding techniques that I teach are listening to music, breathing exercises, and guided imagery. 

5. Hobbies

 Doing things that bring us joy. To keep our peace in mind and body it is necessary for us to not lose sight of what energizes and rejuvenates us, so that we can keep moving forward to our next goals. So read for pleasure, engage in some art, do your favorite exercise or sport. Anything that brings peace and joy to your day is what enhances your nervous system to recognize these positive emotions. 

In conclusion, as entrepreneurs we have had to master the art of time management. By incorporating these five tips into our daily lives, we can build a solid routine that nourishes our physical and mental wellbeing. When we are our best version of ourselves, we can put all our creative drive and passion into the small businesses we love.


Disclaimer:
This article is a whole health approach and not meant to treat any specific diagnosis.  

Market Share: Yours for the Taking

For many businesses locally (and nationally), the climate being created by inflationary pressures, housing prices, interest rates, and available labor market, is creating a large and sudden decline in their company’s revenue; a decline that could create opportunities for competitors to scoop up Market Share.

Why:

As conditions move from boom to doom for many businesses, they will begin to experience the inevitable panic that these types of swings bring. They’ll be asking: Are we going to be okay? What happens if revenue does not continue to increase? Are we going to have to let anyone go?

As these questions surface, management teams will inevitably start looking for costs to cut, line items to delete, and ways to save their salaries.

This contradiction— looking for ways to just simply survive rather than explore ways to continue growth through a rough business climate— almost always starts with cutting Sales and Marketing departments. The decision to cut marketing costs and downsize sales forces will inevitably shrink the exact thing businesses need: Revenue. 

As revenues decline, businesses are forced to take another hard look at cuts. With the low hanging fruit already gone, companies will need to make harder decisions.

How:

The opportunity for an upcoming competitor lies in the space created for them by the shrinking brand awareness and lack of lead-generating activities of the company making cuts. To grow your own market share, you can essentially move into the gap created by their absence. I say “essentially” as there is a little extra work needed to get there. 

To take advantage of this opportunity and ensure its success, we recommend you do 3 things before looking to fill the void.

  1. Strengthen Your Brand
    Moving buyers to your camp relies on having a very strong brand that resonates with them. It’s not enough to say who you are and have your company values on your website. Your brand is much, much more than just a logo and a slogan. You need to walk the walk you talk. Then, focus on the marketing and sales activities that reinforce who you are as a company and
    what’s important to you.
  2. Double down on your Target Market
    Many businesses make the mistake of trying to market to “everyone,” but the real power lies in zeroing in on your target market. By becoming hyper-focused, you not only save money on advertising but also attract the right prospects who are more likely to self-qualify before they even reach out to you (we know this reaction as, “Hey, it sounds like they’re talking about me!”).

    Take the time to dive deep into demographic details like the geographic location, age and income of your audience, and don’t overlook psychographic information. Understanding the psychological reasons why clients choose you—often rooted in the emotional challenges you help solve—can make your marketing efforts far more effective. 
  3. Get Creative
    Lastly, you need to get creative. Stepping into a Brand Awareness and Lead Generation void left by a competitor does not mean you do exactly what they did. Spend some time considering what you do better and how to give voice to that. Identify your advantage in the market and really press that advantage. Look for ways to be visually different. Use highly emotional content to get attention and make sure that the problem you are solving is somehow important to the viewers’ survival.

This is not a short-term play, although it may have some immediate gain. You should be planning an overall marketing and sales strategy to garner your competitor’s market share that spans 12 to 18 months. 

As always, it’s important to set clear milestones and metrics, and to define your goals up front. Monitor your channels and campaigns at least monthly, and if any activities aren’t delivering results within 90-120 days, it’s time to move on.

As a newcomer, smaller company, or rising star, you only get so many opportunities to take large pieces of market share away from the established 20-year hometown competitor. Don’t miss this one.