Maximizing Momentum From Small Business Season

December 18, 2023

Movie franchises, sequels, and prequels are all the rage in Hollywood these days—and for good reason. They make money. They’re a known commodity. If you’re an entrepreneur who’s thinking about launching a second business, a spin-off can be wildly popular. Before you decide to go after a brand-new market, consider the opportunities you might have with your existing audience.

 

There’s no better time to do this than during Small Business Season. Keep reading to understand how you can use your current business as a springboard to launch a new, exciting venture.

 

Launching a Spin-off Business During Small Business Season

First, we’re not telling you to launch the spin-off during the remaining weeks left in the year. There’s too much to do. But we are suggesting you look at some of the data and actions of your target market now that could help you shape a spin-off in the coming year. If you do, by this time next year you could be sitting on a very lucrative undertaking.

 

Identify Opportunities

Before diving into the spin-off venture, it's crucial to identify opportunities that align with your current business. Assess market trends, customer needs, and emerging technologies to pinpoint areas where your expertise can be leveraged for maximum impact. Look for gaps in the market or areas where your unique strengths can be a game-changer.

 

Small Business Season tip: If you’re a brick-and-mortar business, pay attention to the bags and cups people are carrying when they enter your place. What do they have in common and what do those places sell? Your target market is buying from them. Take notice.

 

Another good idea is to look for trends in your business as to what products or services are bought together, what questions are asked at checkout, and what items are returned. This data also reveals hidden desires and purchasing patterns.

 

Leverage Existing Resources

One of the key advantages of launching a spin-off business is the ability to leverage existing resources. Utilize the knowledge, infrastructure, and customer base you've built with your current business to give your new venture a head start. This not only reduces startup costs but also accelerates the growth of the spin-off.

 

Small Business Season tip: if you already know what you want to sell in your new undertaking, provide a sample in your current business and share those with buyers and/or visitors. You can also charge for items as a trial run. For instance, if you own a bookstore, and you’re thinking about creating a coffee shop nook, give away a few samples or do a poll on your audience’s favorite types of coffee drinks. Note: if you decide to sell something, be careful you’re not breaking any laws about food and beverage sales and licenses in your area.

 

Ask Your Audience:

Let the proverbial cat out of the bag and tell people (in store, on your website, and those following you on social) what you’re considering. Ask them what they think.

 

Small Business Season tip: Create an interactive display of 1-3 things you’re thinking about for a new business. Create voting boxes and let customers have a say as to which idea they like best. You can also give them a little something for their opinion. For instance, if you’re trying to decide between launching a coffee business, bookstore, or wine bar, and you have a brick-and-mortar store front, buy 3 types of stickers. Explain to each customer that the stickers are a vote for a new type of business and encourage them to “cast their vote” by taking a sticker. At the end of the day, see which category has the least number of stickers left.

 

Listen:

What questions do you get asked most frequently regarding your offerings? What are people asking for that you don’t sell? Consider how you might meet those needs in the future.

 

Small Business Season tip: when the next person asks you if you carry an item that you don’t, make a note of it. If you get several of the same request, this is a good indication that your customers want that item or service. It’s possible their request would fit into your current business, or you might decide to launch a side project to address their desires.

 

Also, pay attention to how customers navigate your store, what products they linger on, and what questions they ask employees. This reveals their unspoken needs and interests.

 

Consider How You Will Maintain Brand Consistency

Maintaining consistency in branding is vital when launching a spin-off. Leverage the positive reputation and brand recognition of your current business to build trust in the new venture.

 

Small Business tip: The brand for your new business doesn’t have to be the same as your existing one but there should be a close enough resemblance that you build on your other business’ recognition. After all, in a spin-off business, your target market is likely to be the same as your current one.

 

If you’re a little farther along in your business ideas, you can use Small Business Season to get people excited about your upcoming spin-off.

 

Building Buzz for Your Spin-off During Small Business Season

  1. Host product demos, sample services/items, or consultations. Listen to the conversations that happen around your stations.
  2. Set up interactive displays and feedback stations. Create product displays with touchscreens or feedback boards where customers can share their opinions and ideas.
  3. Host a "customer appreciation day." Unveil the new undertaking and invite customers to meet your team, ask questions, and share their thoughts. Let them be the first to know.

 

In-person interactions during Small Business Season offer a unique opportunity to connect with customers on a deeper level and understand their needs in a more nuanced way. By being creative and proactive, you can turn these interactions into valuable insights that drive growth and strengthen any new undertaking.

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This article published by the Leavenworth-Lansing Area Chamber of Commerce with permission from Frank Kenney Chamber Pros Community.

The Smarter Way to Grow Customer Value

April 15, 2025
Growth isn't about getting more leads—it's about making more of the customers you have. Alex Hormozi's Four R's—Retain, Review, Refer, Resell—focus on post-purchase impact. Traditional marketing builds attention. Hormozi's model builds revenue. Combine both strategies for stronger loyalty, social proof and long-term profitability. Focus on what happens after the sale—it’s where the real growth begins. 623 words ~ 3 min. read You’re working harder than ever to win new customers—but revenue still feels flat. The problem isn’t reach. It’s what happens after the sale. That’s the insight behind entrepreneur and author Alex Hormozi’s approach to business growth. While traditional marketing focuses on building awareness and brand image through the classic Four R’s— Reach, Reputation, Renew and Refer —Hormozi shifts the focus to what drives real revenue: Retain, Review, Refer, Resell. Don’t Just Fill the Funnel—Squeeze It Traditional marketing strategies are built to attract leads. They’re critical, especially for new or growing businesses. But without a strong back end, you’re pouring new leads into a leaky funnel. Hormozi’s model aims to fix the leak and turn one-time buyers into long-term profit centers. Here’s how each step works: Retain: Loyalty Is the Real Growth Hack Customer retention is one of the most reliable ways to increase profitability. A Harvard Business Review study found that improving retention by just 5% can boost profits by up to 95%. Businesses often overinvest in attracting new customers while underinvesting in the ones they already have. Retention means strengthening relationships and solving problems before they cause churn. Review: Let Your Customers Sell for You Social proof sells. According to BrightLocal, 98% of consumers read online reviews for local businesses. Reviews build trust, shorten sales cycles and improve conversion rates. Hormozi’s advice? Make it easy for customers to leave reviews, and make sure those reviews are visible. Refer: Turn Fans Into a Growth Engine Referral programs aren’t new—but most aren’t executed well. A structured, incentivized referral system brings in leads who already trust your brand. Referred customers typically convert faster and stay longer, making them more profitable over time. Resell: Serve More, Sell More It’s easier to sell to an existing customer than to a new one. Yet many businesses stop after the first transaction. Hormozi emphasizes the importance of upselling, cross-selling and solving additional customer needs. Your warmest leads are already in your pipeline—keep serving them. A Real-World Example Consider a local fitness studio. Instead of spending thousands each month on paid ads, they focused on automating reviews and rewarding referrals. Six months later, their revenue had doubled without increasing lead volume. The secret? Maximizing the value of their existing customer base. Combine the Old and the New This isn’t about ditching traditional marketing—it’s about completing the strategy. Use Reach and Reputation to build awareness, then activate Hormozi’s Retain-Review-Refer-Resell loop to drive repeat value. Here’s a quick comparison: Marketing R's: Reach → Reputation → Renew → Refer Growth R's: Retain → Review → Refer → Resell Together, these models form a full-circle approach: Attract, deliver, retain, and expand. Try This: One R at a Time This week, choose one of the Four R’s and put it into practice. Start with Retain: What would make your best customers stay three months longer? Growth doesn’t just come from new eyes—it comes from deeper relationships. It’s time to stop chasing leads and start growing value.  --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

How to Turn Small Talk Into Big Opportunities

April 15, 2025
Let’s be real. Elevator pitches can feel like a late-night infomercial–a robotic recitation of what your business does with an added exclamation point at the end. But for business owners and sales professionals, every interaction is an opportunity. A truly effective elevator pitch transcends mere information delivery. It's about forging genuine connections that can blossom into leads, partnerships, and lasting relationships. It's about making those precious few seconds count, not just for what you say, but for how you make the other person feel. What most people get wrong in their elevator pitch is that they make it sound like a commercial and all about them, when it should be about your audience. Forget the rigid templates and the pressure to cram every detail into a thirty-second spiel. This isn’t about broadcasting; it’s about initiating a conversation. The key lies in shifting your focus from simply explaining your business to creating a spark of interest and establishing a human connection. If you take nothing else from this article know that: the pitch must ignite interest The Psychology of Connection in Brief Interactions Humans are wired for connection. Even in brief encounters, we subconsciously seek common ground, shared values, and genuine interest. Your elevator pitch should tap into this innate desire. Instead of launching into a list of features and benefits, start with a relatable problem you solve or a shared passion that drives your business. Think about your ideal client or contact. What are their pain points? What are their aspirations? Craft an opening that acknowledges their world and subtly positions your business as a potential solution or a valuable resource. This approach immediately makes the interaction less transactional and more empathetic. Storytelling Elements That Resonate While quick is crucial, weaving in a concise narrative “elevates” your pitch. Instead of saying, “We offer marketing solutions,” try something like, “I help small business owners who are overwhelmed by social media finally find a consistent way to connect with their customers and grow their brand. I saw my own sister struggle with this, and that’s why I started [Business Name].” This personal touch and the hint of a story make your pitch more memorable and relatable. Focus on the why behind your business. What motivates you? What impact do you hope to make? Sharing a sliver of your passion can create an emotional resonance that facts and figures alone can't achieve. Tailoring Pitches to Different Personality Types Not everyone responds to the same approach. Observe the person you're speaking with. Are they direct and results-oriented? Focus on the tangible benefits and your track record. Are they more relationship-focused? Emphasize collaboration and shared values. Having a few variations of your pitch allows you to adapt to different personalities and contexts. Practice delivering each version so it feels natural and authentic, rather than forced. The Importance of Active Listening Post Delivery Your elevator pitch isn't a monologue; it's the opening line of a potential dialogue. Pay close attention to the other person's reaction. Are they asking questions? Are they nodding in understanding? Are they looking over your shoulder to be bailed out of the conversation the moment they see someone they know? Use their cues to guide the conversation. Be prepared to elaborate on specific points that pique their interest. This shows you're genuinely engaged and interested in their needs, not just delivering a pre-rehearsed script. A thoughtful question in return can further deepen the connection and open doors for future interaction. Ultimately, a successful elevator pitch is less about perfection and more about authenticity. It's about conveying your passion, highlighting your value, and making a genuine connection in a short amount of time. By focusing on building rapport and leaving a lasting impression, you transform a brief encounter into a potential steppingstone for long-term growth and meaningful relationships. So, ditch the robotic recitation and embrace the art of the connection – and your pitch will get you all the way to the top floor. ------------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

AI Isn’t Replacing SEO—It’s Redefining It

April 7, 2025
Google's AI-generated search summaries shift SEO from rankings to relevance. Local businesses must prioritize clarity, context, and authority in their content. Structured data, featured snippets, and site experience now influence AI visibility. Building topical depth helps businesses become the trusted source AI turns to. Winning SEO in 2025 means answering questions—not just attracting clicks. 581 words ~ 3 min read The SEO landscape is changing—and fast. But contrary to what you may have heard, SEO isn’t dead. It’s getting smarter, thanks to AI. Google’s Search Generative Experience (SGE) is a prime example. Instead of simply listing websites, Google now displays AI-generated summaries in response to user queries. These summaries pull from what the algorithm sees as the most trustworthy and relevant content—and that means your business needs to think differently about how it shows up online. This evolution is especially important for local businesses . A potential customer may never scroll down to your link if Google’s AI answers their question up top. But if your content is included in that summary? You’re not just visible—you’re the answer. What’s Changing?  Traditional SEO focused on keywords, backlinks, and meta tags. Today, search engines use AI to understand intent , not just terms. That means creating human-first content that clearly answers questions, reflects authority, and builds trust. Instead of writing for algorithms, businesses now need to write for clarity. AI doesn’t reward keyword stuffing—it elevates content that solves problems. Think of it this way: SEO used to be about getting found. Now, it’s about being useful. Case in Point A local HVAC company in Texas revamped its FAQ and service pages to clearly address customer pain points like “Why is my AC leaking?” and “How fast can you repair an AC unit in summer?” They added schema markup and structured headers. Within weeks, their content began appearing in AI-generated summaries. Bookings rose 22%—and their brand authority grew along with it. Your AI-Ready SEO Checklist Here are four moves your business can make today: Optimize for Featured Snippets Structure your content to answer common customer questions clearly and concisely. Use headers, lists, and direct answers. Build Topical Authority Group your content into clusters—blogs, FAQs, videos—that cover a topic deeply. This signals to AI that your site is a credible source. Enhance User Experience Fast load times, mobile optimization, and easy navigation aren’t just good UX—they’re now ranking signals. Use Structured Data (Schema Markup) Help search engines understand your content. Schema tags tell AI what your page is about—and how it fits user intent. Why This Matters for Your Business AI is changing the way customers find and choose businesses. If your content isn’t being surfaced in AI summaries, you risk losing visibility—even if your site ranks on page one. But this isn’t a threat. It’s an opportunity. Businesses that provide clear, trustworthy answers to common questions will not only stay visible—they’ll become the go-to experts in their space. And for Chamber members , this shift is a competitive edge. Most small businesses aren’t yet adapting to AI-driven search. By moving early, you stand out. What to Do Now ✅ Review your website’s top-performing pages. ✅ Ask: Do they clearly answer your customers’ most common questions? ✅ If not, update them with clarity, structure, and supporting content. ✅ Add schema markup where possible. ✅ Improve mobile speed and user experience SEO isn’t just about being found. It’s about being trusted. In the AI era, businesses that earn that trust—through clear, quality content—will lead the way. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.