There is no shortage of software, books, seminars, and social networks for small businesses. Truly, a wide array of distractions and enticements exist for the manager’s attention and affections. In many ways, it’s similar to driving down the highway with a plethora of billboards competing for the entrepreneur’s focus and action. As service providers to small businesses, we have to be able to sort through the sea of distractions and offer services and business intelligence applications the small business manager will truly value.
So as CPAs, consultants, software providers, and even small business owners ourselves, we must ask this question: what do owners, managers, and entrepreneurs really want and need?
As a small business consultant and a small business owner for many years, I’ve often had to address this question. In discussion with hundreds of SMB (small and medium business) managers, we compiled the following list which provides insight into the thought/value paradigm of the typical SMB manager.
What SMB Managers Value:
- Things that are cost-effective to me, bargains.
- Things that solve my problems or help me avoid mistakes.
- Things that make my job easier and more manageable. I’m over-whelmed at times.
- Things I can touch. Things I can control.
- Things that are dynamic and show movement. I can see light at the end of the tunnel.
- Things that touch multiple senses yet are easy to use and not complicated.
- Things that don’t require much reading.
- Things that have immediate gratification.
- Things that will make or save me money.
While this list is not exhaustive, it does help us understand the needs and values of the SMB manager. Of course, an offering that violates one or more of these data points, such as a solution that is expensive, difficult to use, or time consuming, is immediately put on the “not valued” list by clients.
SMBs are managed by people who are typically the subject matter experts. They “know” the products and services better than anyone else and more importantly, it is actually what they love to do. Anything that takes them from what they love to do is generally placed on the “not valued” list. And this is probably as it should be. After all, working in the business as the subject matter expert is likely why they started or purchased the business in the first place. It’s what we call the “entrepreneurial paradigm”. That’s why solutions like small business management software that allows SMB managers to spend more time in the business instead of on it (bookkeeping, financial accounting and reporting etc) are so valuable to SMBs. Remember, we’re talking about their value perspective, not what we as service providers think their value perspective should be.
As an example, I’ll tell you about a solution we’ve developed to address the above issues. This solution is called Qvinci®. The executive dashboard software is full of functionality while offering ease of installation and point-and-click usability at an affordable price. Two main components make up the application: first, it displays Excel® and QuickBooks® reports and data graphically in a simple management dashboard. Second, it offers point-and-click tools to do everything from projecting future performance, to lease vs. buy calculators, to setting early warning indicators to monitor things like expenses, etc. Because the dashboard updates automatically as data is added to QuickBooks® or Excel®, the manager always has the most up to date financial accounting and reporting information at their fingertips—saving time and fostering better decision making.
The idea behind the desktop accounting software is to provide small business managers with a tool that meets their wants and needs: a means of aggregating data and displaying it in a usable format, tools to foster better management, and an accessible user interface. Providing Qvinci an easy to install and use business intelligence application, and at an affordable price makes this solution more valuable.
Especially in these economic times, service providers must re-address their services to clients. It doesn’t matter if you are a CPA, consultant, or software provider, you must answer the small business manager’s wants and needs. It’s the sure way to enhance your unique value to your client and increase client retention. And that’s something that every small business service provider wants and needs.
Charles Nagel
CEO
Qvinci® Software
www.qvinci.com
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