Dr Jeff Cornwall

Many folks end up becoming entrepreneurs because of a specific hobby, interest or passion. For example, many people enter the restaurant industry because they like to cook. However, they soon find out there is a lot more than good cooking required to make a restaurant succeed. Staffing, inventory management and customer relations all come quickly to the forefront of make or break issues these entrepreneurs face. Many are not prepared, and that is a big part of the reason why the failure rate can be so high.
I observed first-hand another industry that seems to have this same problem of life-style interests meeting the realities of business and market demands. My wife and I have been looking for a new kennel for our dog, Keb.

We used to have two dogs and our old kennel worked fairly well as they seemed to keep each other company. But now that we have only one dog, we are looking for a kennel that can provide a good experience for our dog. We travel most weekends during the fall to watch our daughter play volleyball (now for Belmont), so we want a good place for Keb to stay.
Some of the kennels we visited were clearly started by folks who love dogs. One day they must have said to themselves, “Hey, I love dogs so maybe I should start a kennel!” I find that these places seem to operate around the owner’s life style, rather than their customers’ needs and wants. They set hours that fit their own personal schedules and make policies that make it easier on them. Sometimes it seems that they even lose enthusiasm for their business after a few years in operation.
Other kennels we visited understand that they are competing in a market. Their primary goal is not to meet their own personal needs and wants, but those of their customers. They set hours, offer services, and interact with customers in ways that reflect that they truly understand what their clients want and need for their pets’ stay.
What is the lesson from this? Before you start a business, particularly if it is built around your personal interests and passions, you need to slow down and look at it as a business. Learn to think like your customer and build the business around that understanding. Be realistic on what the business will demand of you. Many service businesses need to be open all year, and sometimes every day, to meet the needs of the market. Be honest with yourself about your willingness and ability to make this kind of commitment over a long period of time.
Finally, remember that your business can only serve your own needs if it first serves the needs of your customers.