The two most important factors in the initial success of your business is planning and infrastructure, period. I will discuss planning in a future post, but today we are talking about infrastructure. Infrastructure is defined as “The basic, underlying framework or features of a system or organization.” Infrastructure allows you to be flexible, confident, and provide a consistent level of product quality and service. Without the proper infrastructure, even the greatest salesman will go broke. I am often asked to help someone take their business to “the next level”. However, they usually aren’t solidly based on their current level, because they have a fluctuating infrastructure. Everyday they are changing something. They cannot maximize their position, expand with quality continuity, or adjust to the market place. This will surely guarantee failure at some point.
My business was able to become solid relatively quickly because I spent 9 months doing research. First I decided how I wanted my company to look from an execution position. Meaning, how do I describe the logistical services of my company and its products? I wanted to be able to tell my clients 4 things:
1. I have the highest quality suits in the industry.
2. I can deliver 100% custom suits in as little as 7 days.
3. I offer the only concierge-level service in the market.
4. I offer exclusivity that no-one else can provide.
I decided upon these 4 objectives, because these are the things that are important to my clients base. Once I set
these as my baseline, I set upon developing an infrastructure that would facilitate it. I focused strictly on these objectives. Not price. Not how much will I make. Not where to open a store. I focused strictly on these objectives and moved on from there. I identified my fabric source, and my sewing team. I made sure they could deliver on my demands. I checked my wardrobe to make sure I looked the part. Otherwise, I undercut the integrity of my brand. And I established a list of places and things you will NEVER see me associated with. I did this because you are identified by where you go, and who you regularly deal with. This was not easy, I logged thousands of boring, tedious, brain numbing hours at my computer; forsaking many of the pleasures of life to build this. My personal, social, and romantic life had to take a backseat to build this infrastructure. The bible says “To whom much is given, much is required.” I sacrificed a lot, but it is paying off now. Denzel Washington told on of the stars of The Great Debaters, “Do what you have to do now, to do what you want to do later.”
Thank you for your time,
God Bless and Dress Well!