Tips from a successful small business owner: Building and growing a thriving business
From episode 5: Tips from a small business owner
In this conversation, Kristina Williams shares her journey of starting and growing her gymnastics school, discussing the challenges and successes she faced along the way. She emphasizes the importance of customer experience, effective marketing strategies, and building a strong team. Kristina also highlights the significance of data management and setting clear goals for business growth. Her insights provide valuable lessons for aspiring entrepreneurs, particularly in the service industry.
Books:
The E-Myth: Why Most Small Businesses Don't Work and What to Do About It by Michael E. Gerber
FYI: For Your Improvement - Competencies Development Guide by Michael M. Lombardo
QBQ! The Question Behind the Question: Practicing Personal Accountability at Work and in Life by John G. Miller
Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
The Road Less Stupid by Keith J. Cunningham
Podcasts:
EntreLeadership with Dave Ramsey
Well-oiled Operations with Stacey Tushel
Social Media Marketing
For many entrepreneurs, the journey to business ownership starts with expertise in their field and a desire to do things better. That was certainly true for Kristina Williams, who transformed her frustration with the status quo into a thriving gymnastics business. Here's how she did it, and the valuable lessons she learned along the way.
The path to business ownership
Like many entrepreneurs, Williams' journey began while working for someone else. After repeatedly being told "no" to suggestions for improving customer service and business operations, she decided to strike out on her own. Her vision? To create a modern, customer-focused gymnastics program that would better serve her community.
Starting in 2019, she:
Identified an underserved market
Leveraged technology to improve operations
Focused on customer experience
Built a strong team culture
Expanded to multiple locations within five years
Key success strategies
1. Invest in systems and processes
Despite not being naturally organized, Williams recognized the importance of systematizing business operations. She advises:
Start with your biggest pain points
Document processes to create team roadmaps
Use systems to reduce stress and improve efficiency
Allow team members to focus on what they do best
2. Focus on leadership development
Williams emphasizes the importance of:
Getting out of your own way
Identifying and developing team leaders
Creating growth opportunities for staff
Building a sustainable business model
Following the principle of only being involved in things that are "big, broken, or new"
3. Embrace continuous learning
To develop her business acumen, Williams:
Listened to business podcasts
Read extensively about business and leadership
Worked with mentors
Attended industry conferences
Participated in business development programs
Marketing approach
While word of mouth drives much of the business's growth, Williams implements a strategic marketing mix:
Maintains a professional website
Uses targeted Google search ads
Implements competitive keyword strategies
Markets new programs strategically
Focuses on retention as much as acquisition
Measuring success
The business uses several key performance indicators:
Enrollment numbers (targeting 7% monthly growth)
Retention rates
Program diversity and expansion
Customer satisfaction
Team development and growth
Tips for new business owners
Focus on customer experience over being right Even when policies say otherwise, prioritize the customer experience and do what's right for them.
Remove yourself as a bottleneck
Delegate effectively
Trust your team
Document processes
Focus on strategic growth
Implement systems early
Create clear processes
Use appropriate technology
Streamline communications
Build scalable operations
Business growth strategies
Williams' approach to growth includes:
Expanding program offerings (aerial arts, cheer programs)
Creating progression paths for students
Developing leadership opportunities for staff
Acquiring complementary businesses
Building a sustainable business model
Leadership insights
Effective leadership requires:
Clear communication channels
Regular team check-ins
Structured reporting processes
Balance between accessibility and efficiency
Focus on team development
Final thoughts
Success in small business comes from balancing passion with sound business practices. While expertise in your field is important, implementing proper systems, developing your team, and maintaining high standards for customer service are equally crucial for sustainable growth.
Remember that you don't have to be an expert at everything - focus on your strengths and build a team that complements your skills. Stay open to learning, be willing to adapt, and always prioritize the customer experience.
