Today I was reading a cautionary tale about restaurant ownership, and one of the issues was the problem the owner had run into with pricey real estate and long-term leases. For sure, there are some businesses where you absolutely must “be there” – where space is important – and in these cases you should push for the best you can afford, as soon as possible. For most businesses, though, when you think about the “where” of your business, you’ll be stronger in the long run if you build flexibility into your plan.
Let me give you an example. One consultant we know (we’d say “headhunter”, but he wouldn’t) had lots of corporate clients, back in the days when businesses like his usually had large, pricey offices in the financial core of their city. Those kinds of businesses often relied on the prestige of real estate to convey a message of reliability, dependability, and success. Our friend got into the executive shared office space in its very early days. No one knew that his Bay Street address was only a mail-drop and answering service. After all, he went to the clients. But since people still wrote letters for business back then, his address looked very impressive on business cards and letterhead. Fast forward to today, and you’ll find that many businesses have no physical space at all. Consultants, coaches, advisors and more, have found that they can carry out their business very well in the virtual space, or by going to where their clients are. On the rare occasion when they need to host a meeting, they can do it in a rented-for-purpose location like a hotel meeting room or a co-working space. This doesn’t just apply to knowledge workers, though. Think about all of the direct-selling operations that don’t have storefronts, but sell through home parties. Or online businesses. And what about our restauranteur? What about catering with a rental kitchen, or food pop-ups, or other creative locations?
When you’re planning your business, ask yourself what the space signifies to the customer, and whether you can achieve that signal in another way that’s less costly, and that ties up less of your resources. We’ve spent so much time making remote work possible for employees of large organizations, there’s no reason you can’t build this into your own business, as well.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help they need to know to make better decisions in their complex business environment.
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