Entrepreneurs and Small Business Owners Can Use Acquisitions to Double or Triple Their Customer Base Overnight
What many business owners don’t realize is that it can be cheaper as well faster to go with the acquisitions growth strategy. To illustrate this, let’s take a look at cases where this was capitalized on from the recent past. Specifically, let’s look at businesses which utilized subscriber revenue models such as cable-TV and Internet service providers. If you owned a small system in either industry, you were faced with a choice of growth through marketing or acquisitions. Now suppose that you had set as your goal a doubling of your subscriber base in five year’s time. We will assume that this target is extrapolated from your growth rates over the last three years. An analysis of your customer acquisition costs needed to double your sales over three years may show that a marketing based strategy’s costs will exceed those of an acquisition strategy. Morever, the acquisitions route will achieve your goal by doubling the subscriber base as soon as the deal is finalized.
Business Growth via Acquisitions
Back in the 1990s, there was a great deal of M&A activity in the printing industry. One large printer embarked on an acquisitions strategy to expand the market for its three core services: document scanning, fast high-volume printing, and distribution of legal documents, such as proxy statements and collections letters. As a result, the company focused on acquiring small printers which offered only one of these three services. After the acquisition, the absorbed company would be able to offer its customers the expanded range of services made possible by the acquirer. This, in turn, enabled them to win over larger local accounts that they could not have otherwise serviced before.
This is a typical example of what drives a company to employ an acquisitions strategy.
The Tycoon Playbook covers the details of designing a successful M&A strategy for small businesses and entrepreneurial companies.