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Was macht ein Start-up auf Dauer erfolgreich - der Erfolgsfaktor Richtungsänderung

Posted on 24 October, 2013 at 11:32
Viele Start-up überstehen überaschend gut die ersten Jahre. Im Vorfeld mit vielen Sorgen, Nöten und Ängsten gestartet, scheint dieses gerade der richtige Anspannungsgrad gewesen zu sein, um erste Erfolge zu verzeichnen.
Nun kommen aber die riskanten Jahre der Festigung, ggf. auch Ausbau des Geschäfts. Hier scheitern die meisten.
Sicherlich kann man immer fehlende Finanzen, damit verbunden fehlende Auftragseingänge etc. auflisten, aber dieses ist lediglich eine symptomatische Beschreibung.
Die Ursachen liegen woanders; den Unternehmern fehlt ein entscheidender Erfolgsfaktor: die Richtungsänderung.
Oft reagieren Unternehmer zu hektisch, erste kleine Umsatzdellen führen sofort zu grundsätzlichen Änderungen in den Produkten, Dienstleistungen und damit auch in Werbung, Preisen und Positionierung. Eine gleich große Gruppe hält stoisch an ihrer bisherigen Ausrichtung fest.
Ersteres ist selten empfehlenswert, letzteres kann durchaus ok sein, wohl kaum aber eine Empfehlung sein.
Die Kunst ist also der Richtungswechsel zum richtigen Zeitpunkt und in die richtige Richtung.
Was ist damit gemeint? Nun, nehmen wir dazu ein Beispiel. Vor einigen Jahren war der Besitzer eines französischen Resaturants in einer misslichen Lage. Nach einigen durchwachsenen Jahren stand er vor dem Aus. Ein dynamischer Mensch, voller Elan, sehr jung. Er selber hielt sein Alter für die Ursache, er meinte, daraus seine Unerfahrenheit und gleichgesetzt Erfolglosigkeit abzuleiten.
Ich nahm mich der Sache an, und stellte fest: hier läuft der Richtungswechsel schief! Der Zeitpunkt dafür war durchaus gekommen, denn er war ja nun mal mit einem leeren Restaurant konfrontiert. Aber Teil 2 des Richtungswechsels stimmte nicht: er wollte die Öffnungszeiten ändern, zusätzlich Frühstück anbieten und die Karte erweitern. Dieses war die typische Panikreaktion und hätte mit großer Wahrscheinlichkeit nichts gebracht. Der Lösungskern lag woanders! Letzlich kannte er seine Kunden sprich Gäste nicht wirklich! Erst durch intensive Beobachtungen und Befragungen stellte sich heraus, dass er dutrchaus eine stattliche Anzahl an Stammkunden hatte, diese aber abgeschreckt hatte durch Aktionen und Maßnahen, die genau diese Gruppe abschreckten. Erst die Konzentration  auf seine (treuen) Stammgäste brachte den Erfolg.
Fazit: Nach einiger Zeit schleift sich jedes neue Business ein wenig ab; dann gilt es mit einem behutsamen Richtungswechsel neue Akzente zu setzen.
WANN der Zeitpunkt für einen Richtungswechsel gekommen ist und WAS dann zu tun ist, genau dieses ist der zentrale und zugleich kritische Faktor für einen dauerhaften Erfolg.
Denken Sie über diesen Zeiptpunkt und was zu tun ist intensiv nach, denn hier haben Sie meiner Erfahrung nach meist nur einen Schuss frei! 
Alles was nach dem ersten Fehlschuss kommt ist bereits K(r)ampf!
Viel Erfolg. Und fragen Sie uns, wenn Sie mögen
Herzlichst Ihr
Hellmuth Mühlberg

Categories: Erfolgsfaktoren, Startups

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