Diversification is a buzzword that’s often thrown around as the secret to success in your business, but you may not have a deep understanding of what diversification entails and why it matters. If you fall into that group of “interested but not sure,” don’t worry, you’re not alone. Let’s unpack what it means to diversify your business and get maximum returns on your investment.

What does diversification mean?

Diversification can be defined as when a company begins to produce a product or offer a service that is uniquely different from its current offering, typically with the goal to facilitate growth or overcome a shortage.

Why is diversification important?

We’ve all heard the adage about not putting all your eggs in one basket, and diversification is important for that exact reason. It’s especially impactful in industries that are cyclical or seasonal in nature and those that face regulatory fluctuations.

• Cyclical Business – Diversification can be considered a Plan B to help fill in the gaps when the core business lags. For example, in seasonal industries, service revenue can dip during certain times of the year. This cyclical downturn of the seasonal business can be filled in with a diversification plan.

• Market Fluctuation – Diversification also helps account for unplanned changes in market activity, whether due to an economic downturn, increased competition, or other unplanned fluctuations. Diversifying your business works in conjunction with your existing business and is an attractive growth strategy to capture new sales, broaden your services for clients, and become more economically resilient.

What are the benefits of diversifying?

Diversification can offer your business a financial safety net for periods when the core revenue source is not performing at optimal levels. This is the main benefit, but the benefits of diversification don’t end there. Diversification can also provide far-reaching benefits such as…

• Growth Opportunities – Not just a band-aid to over down periods, diversification can help with growth objectives through the addition of new products and services.

• Brand Cache – Your diversification strategy can have the added benefit of increasing your brand’s strength and your marketing reach. As more consumers or clients begin to learn about your business, they begin to recognize, trust, and buy into your overall brand proposition.

• Employee Satisfaction – As you diversify your business, your employees get challenged to learn new areas of the business, grow their careers, and increase engagement and morale. This positive culture can impact your future success and create a team that supports your bottom line for years to come.

How Can I Diversify My Business?

It’s important that your diversification plan be well thought out, comprehensively researched, and measurable with key milestones along the way. Here are a few best practices to keep in mind as you consider a diversification strategy for your business:

• Timing – If your business is seasonal, etch out time during the peak season to determine how to implement your business’s diversification plan. Get the ball rolling in advance to allow for seamless movement into your new area of the business.

• SWOT – Take some time during the planning phase to assess your strengths, weaknesses, opportunities and threats (SWOT). Going too far out of your business’s current scope or taking on a product line or service that faces immense competition could cause you to lose focus on your core business, diluting your objectives.

• Measuring – In sales, the mantra is “always be closing.” In the case for diversification, adopt the mantra, “always be measuring.” Implement systems to keep a close eye on how things are going on a regular basis to help eliminate surprises and optimize your diversification efforts.     

Diversifying your business can help you reduce risk and expedite growth with the added benefits of improving your brand’s reach and creating a team of challenged and engaged employees. Sounds like a true win-win!

Whether you are in the Green Industry and want to diversify or are looking for a turn-key franchise, Spring Green may be the perfect fit for you. Learn more about the Spring Green franchise opportunity.