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industry Paul Sherratt


New Year’s Resolution or Revolution?


Paul Sherratt of Solutions for Sport takes time to review past and future business strategies


I


've never really been a great one for New Years Resolutions. When I was younger I would, perhaps, find myself


sitting amongst friends on New Years Eve when someone would bring up the topic and we would all sit and discuss our ideas. Oſten they would be a reflection of pertinent things that were affecting us there and then rather considered resolutions that we had taken time to think about.


The same can often be said for businesses and their approach to development strategies or annual budgets or objectives. Many simply don't take the time to think through their past objectives and future goals, and many don't plan at all! I always find that the more time I spend


thinking through my objectives, the better the result. For me my thinking time tends to be either whilst driving or whilst on holiday. Both seem to offer me an opportunity to work on the business and its objectives and to remove myself, albeit temporarily, from the day-to-day minutiae. As part of this process, I have reviewed the


historic articles I have written for SGB alongside the increasing areas in which my


own business is operating and the topics that I frequently get asked about to create a four part series running across the next few issues. Each topic is designed to cover the challenges facing today's sports retailer and to provide a forum for debate and discussion. It is my belief that the industry will continue


to face increasingly difficult challenges for 2016 and beyond but, collectively, we may be able to provide some answers and help steer, in particular, our sports retailers in the right direction.


The four part series will focus on the following topics:


Part 1: How to make eCommerce work for your sports retail business


Part 2: How to make Social Media work for your sports retail business


Part 3: How to make direct mail work for your sports retail business


Part 4: How to implement an integrated digital marketing strategy - website, ecommerce, social media, direct mail


But before we begin this series, let’s return to our headline: New Year’s Resolution or Revolution…


Business MOT In my opinion, there is no better time than January to lift up the lid on your business and check under the bonnet. For me, it’s the full MOT. Not just kicking the tyres. The Business MOT checklist should consider all elements from staff to finance through to stock and merchandise. It should also address those areas the bigger picture elements – not least business strategy and marketing plans. It’s up to you to pull you own list together,


however the important thing is to actually undertake the exercise. If you have business partners, then go off-site – somewhere where you wont be disturbed. Throw ideas around and don't be afraid to question practices that may have worked in the past but aren't working now. Take time to consider all aspects of your business and look at it from a consumer’s perspective.


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