Business Life Cycle

Posted on September 20, 2023 by Brett Slater, One of Thousands of Business Coaches on Noomii.

Guide to Understanding and Navigating the Business Life Cycle

Introduction
Imagine sailing the high seas without a map, compass, or even a sense of direction. Sounds like a one-way ticket to Davy Jones’ Locker, right? Now, swap the ship for your business. Without a proper understanding of the business life cycle, you’re navigating blind in choppy waters, and those waters are fraught with pitfalls like financial instability, increased competition, and technological disruption. This guide aims to be your navigational chart through the complex journey of a small business life cycle. Whether you’re a startup charting your maiden voyage or a well-established vessel facing the storms of decline, here’s what you need to know.

What is a Business Life Cycle?
A Business Life Cycle is a company’s stages from inception to dissolution. The basic stages are Startup, Growth, Maturity, and Decline. But unlike the predictability of a lifecycle, a small business lifecycle can be influenced, extended, shortened, or even restarted. Like a human or biological life cycle – the same stages are birth, growth, maturity, decline and death. As much as many claim to have ways to slow it all down, and we humans are living longer than we ever have, the cycle itself still stands. What is often ignored is that there is a business life cycle in the same vein; as a business coach, I’ve seen it everywhere. Sure, there are people in their 90s running marathons and businesses that have been going for many human lifetimes. Still, these are a tiny minority and not the majority. Many believe that a business should be built to sell – that concept is credited to the idea of “Built to Sell,” which is also the title of a book by John Warrillow. In the book, Warrillow discusses creating a business that can thrive without its founder (business owner), making it more attractive for acquisition. Built to sell in a concept to edge of spectrum entrepreneurship. Many business owners haven’t thought about selling even, so it’s likely that they haven’t thought about the life cycle concept for the small business or, more importantly – what stage of that cycle they are currently in. We have helped business owners with business planning and strategic decisions with our small business coaching services.

“Everything that has a beginning has an ending. Make your peace with that and all will be well.” – Jack Kornfield
Universal Applicability of the Business Life Cycle
Is your business an exception to the rule? Short answer: No. Whether you’re running a mom-and-pop own business store in Hamilton or a tech startup ready to disrupt the global market, you’re not immune to the stages of the business life cycle. However, how long you spend in each stage and the challenges you’ll encounter can vary widely based on your industry, market conditions, and adaptability. The bottom line is that you want to maximise all the good stuff in your business and minimise all the bad stuff. Those things change through every stage of the business life cycle, and your behaviour must also change. Chances are that if you are unaware of the business life cycle, then if you managed it you could be doing a whole lot better. Consider a local business coach or other local business coaching solutions for a fresh perspective.

Influencing Factors
Several factors can stretch or truncate your business life cycle for business success:

- Economic Trends: Recessions and booms directly impact consumer spending and investment.

- Regulatory Changes: From tax laws to environmental regulations, be ready to adapt.

- Technological Advances: Stay ahead of the game or risk obsolescence.

“In the end, it’s not the years in your life that count. It’s the life in your years.” – Abraham Lincoln
Importance for Business Owners
Knowing which stage your own company is in can influence everything from marketing strategies to hiring. Is it time to push for aggressive growth, or should you be strategizing an exit plan? That roadmap you’ve been looking for? It starts here. Rather than write a book, we’re going to use bullet points (or close to them) so that you can read through and reflect on your own experiences in the hope that small business owners will see your business in some of these stages to convince you that this cycle exists and then considering your place in the cycle what you can be doing to work your business better. Talk to business coaches and other business owners, local businesses, and business mentors in your local area who can be a valuable resource.

“Start where you are. Use what you have. Do what you can.” – Arthur Ashe
Startup Stage
Characteristics
In the startup stage, you’re the new kid on the block. There’s excitement, yes, but also a lot of uncertainty. Revenues are generally low, but the cost of establishing the local business is high. It’s a risky stage but also one filled with opportunities. Discover the birth of the entrepreneur.

Challenges
1. Cash Flow: Money is tight. One bad decision can sink you.

2. Market Validation: Does your product meet a market need?

3. Resource Allocation: Human and material resources are limited; manage for your business goals. Professional support.

Strategies
1. Lean Planning: Start small and iterate.

2. Customer Validation: Use feedback loops to refine the product.

3. Cost Management: Track every dollar, create efficiencies

Example: A Short Business Cycle
Take “QuickFry,” a fast-food startup that aims to deliver fries in under 2 minutes. The business took off but fizzled out within a year due to challenges of poor quality control and customer dissatisfaction. A short life cycle can often result from ignoring critical startup stage challenges.

“Don’t wait until you’re ready to take action. Instead, take action to be ready.” – Jensen Siaw
Growth Stage
Characteristics
If you’ve made it past startup, congrats! Now, it’s about scaling. Revenues and customers are increasing, and the market is responding positively to your product.

Challenges
1. Scalability: Can you meet increasing demand with future growth? Growth plans for business needs

2. Quality Control: Can you maintain or improve product quality while scaling?

3. Competition: Others will try to eat your lunch; customer satisfaction

Strategies
1. Standardization: Create systems that can grow.

2. Diversification: Don’t put all your eggs in one basket. Strategic planning

3. Talent Acquisition: Get the right people on board.

Example: A Long Business Cycle
Consider “TimelessWear,” a clothing brand specialising in durable, timeless items. Founded in 1990, the company focused on quality and customer service. They’ve been growing steadily for over 30 years, a testament to mastering the growth stage by making the correct business decisions.

“Do not regret growing older. It is a privilege denied to many.” – Unknown
Maturity Stage
Characteristics
Positive change: You’ve made it to the big leagues, but don’t get too comfortable. At this stage, growth rates start slowing down, shifting the focus towards maintaining market share.

Challenges
1. Innovation: How do you keep things fresh in your company?

2. Market Saturation: Everyone who needs your product probably has it.

3. Cost Leadership: Lower margins mean you’ll need to be more efficient.

Strategies
1. Invest in R&D: Time to innovate or die.

2. Customer Retention: Keep the clients you have happy.

3. Operational Efficiency: Identify areas; Streamline processes to cut costs.

“Know when to walk away and know when to run.” Kenny Rogers
Decline Stage
Characteristics
No one likes to talk about decline, but it’s part of the cycle. This is where your numbers might start to drop off, and tough decisions must be made.

Challenges
1. Reduced Cash Flow: It’s time to tighten that belt and be accountable.

2. Relevance: You’re not as cool as you used to be.

3. Employee Morale: Nobody likes a sinking ship.

Strategies
1. Pivot: Can you change course and refresh your business?

2. Downsize: Sometimes, less is more.

3. Exit Planning: Maybe it’s time to call it a day; it takes business plans

Example: Business Cycle Ended Due to Technological Changes
Remember Blockbuster? At its peak, it had over 9,000 stores. However, as online streaming services like Netflix emerged, Blockbuster’s business model became obsolete, leading to its decline and eventual closure. Netflixed: The Epic Battle for America’s Eyeballs" by Gina Keating, “Blockbuster: How Hollywood Learned to Stop Worrying and Love the Bomb” by Tom Shone

“You got to know when to hold ’em, know when to fold ’em.” Kenny Rogers
When to Buy or Sell a Business
Knowing the life cycle stages can help you decide when to buy or sell. Buying in the Startup or Growth stage can offer high rewards but comes with risks. Selling during Maturity could maximize your return. What we attempt to do at slater – coach, when we’re business coaching for Hamilton businesses, is look at the business owners’ life cycle at the same time and draw a correlation between them to line up roughly what the business is demanding at what physically and mentally the business owner has to offer. Colonel Harland Sanders founded Kentucky Fried Chicken (KFC) at 65. His late-in-life success is often cited as an inspirational story of perseverance and the idea that it’s never too late to start anew or at least move in the right direction. Again, this is a minority, as the official retirement age in New Zealand is currently 65 years old. At this age, individuals are eligible to receive New Zealand Superannuation;. However, this is now the subject of ongoing debate. It’s still accepted as about the time most people are looking to get out of the full-time workforce and slow down a little. Life expectancy is increasing (unless you’ve been overindulging in the Colonel’s chicken). So these times in life will change but won’t cease to exist for salaried employees or business owners.

“There’ll be time enough for countin’ when the dealin’s done.”
Conclusion
Understanding the life cycle of your business isn’t just academic; it’s a strategic imperative. Each stage presents unique challenges, opportunities, and decision-making quandaries. But by knowing what to expect and how to adapt, you can extend the life of your business, make smarter strategic decisions, and ultimately, navigate through the perilous waters of entrepreneurship with confidence.

Can I skip or fast-forward a stage in the business life cycle?
Frequently Asked Questions
Q: Can I skip or fast-forward a stage in the business life cycle?
A: Not really. Each stage has challenges; skipping one usually results in missed learning opportunities or unseen vulnerabilities.

Q: Can technological advancements prolong my business’s life cycle?
A: Absolutely. Adapting to new tech can refresh and extend your business cycle, sometimes creating a new growth phase.

Q: How do I know when it’s time to exit?
A: When you see a persistent decline with little hope for a turnaround, it may be time to consider selling or closing the business. Get an expert coach.

Q: What factors influence the Business Life Cycle?
A: Factors like market demand, competition, and economic conditions can significantly impact the business life cycle. Awareness of these factors aids in strategic planning.

Q: How does the Business Life Cycle apply universally across industries?

A: The Business Life Cycle is a universal concept for all industries. Regardless of its field, every business goes through stages like startup, growth, maturity, and decline.

Q: What characteristics define a business in the startup stage?

A: Businesses in the startup stage often have limited customers and are focused on product development. Risks are high, and capital is mainly allocated to research and initial marketing.

Q: How can a business owner navigate the growth stage successfully?

A: Success in the growth stage often involves scaling operations, expanding the customer base, and optimizing for profitability while maintaining product or service quality.

Q: What are the key considerations during the maturity stage of a business?

A: During the maturity stage, businesses should focus on maintaining market share, optimizing operational efficiencies, and exploring avenues for diversification.

Q: How can a business pivot or innovate during the decline stage?

A: Pivoting during the decline stage may involve rebranding, entering new markets, or adopting new technologies to revitalize the business.

Q: What strategies can help prolong the life cycle of a business?

A: Strategies like continuous innovation, market diversification, and regular re-evaluation of business goals can help prolong a business’s life cycle.