Work Smarter
Building Your Business Without Starting from Scratch
This morning, I was reading The Art of War and came across this passage:
“The wise general sees to it that his troops feed on the enemy, for one bushel of the enemy’s provisions is equivalent to twenty of his…. in transporting provisions for a distance… twenty bushels will be consumed in delivering one to the army.”
It’s a striking reminder of how much energy it takes to start something from scratch. Sun Tzu wasn’t just talking about efficiency in logistics—he was advocating for smart, strategic thinking. Instead of exhausting resources building everything on your own, capitalize on what already exists.
In small business, this doesn’t mean taking anything from your competitors—it means leveraging opportunities, audiences, and resources that are already available. By stepping into spaces where people are primed and ready, you conserve energy and create meaningful momentum. Let’s explore how this works and how you can apply it to your business (and yes, it might be a Hallmark-inspired small-town bakery).
Why Starting from Scratch Isn’t Always the Best Move
Efficiency of Resources
Creating demand from nothing is hard. It takes significant time, effort, and money to build awareness, educate customers, and get them interested in your product or service. But stepping into an existing audience allows you to focus on refining your offerings and standing out.
Example: Imagine launching your bakery during the Snowflake Festival, when the entire town is already in celebration mode. You don’t have to spend months convincing people to try your festive treats—they’re already looking for them. Instead, you can focus on crafting a menu that delights, like your spiced cranberry bars or gingerbread sandwich cookies.
Faster Results
Working with an audience that’s already interested means you’ll see results faster. Instead of trying to educate and convince, you’re meeting people where they are.
Example: During the festival, you offer savory hand pies—roasted turkey with cranberry chutney or wild mushroom and gruyere. Festival-goers, already in the holiday spirit, are drawn to your booth because your offerings are unique and perfectly aligned with what they’re looking for.
Market Validation
Testing new ideas is less risky when you’re working with an established audience. Their responses give you valuable insights without requiring a huge investment upfront.
Example: Partner with the local bookstore to bundle your baked goods with their holiday book selections. Packages like “Cookies and Cozy Reads,” pairing shortbread cookies with a holiday romance novel, introduce your bakery to their customers while helping you gauge whether giftable treats resonate with your market.
How to Make the Most of What’s Already Available
Collaborate With Complementary Businesses
Partnerships with businesses that share your audience but aren’t direct competitors are a win-win. They allow you to expand your reach without creating something entirely new.
Example: Work with the local gift shop to create holiday gift baskets. Pair your festive cookies with their candles, ornaments, or handmade cards for a complete, ready-to-go gift. Customers appreciate the convenience, and both businesses benefit from the collaboration.
Blend Your Bestsellers with Niche Offerings
You don’t have to give up your core products to try something new. The smartest approach is combining your tried-and-true favorites with options that cater to specific niches.
Example: Keep your classic chocolate chip cookies as a staple while introducing seasonal items like cranberry-orange biscotti for holiday gift boxes or petit fours for small family gatherings. This lets you expand your reach while staying true to your brand.
Engage With Community Groups
Platforms like local Facebook groups tied to events such as the Snowflake Festival are a powerful way to connect with your audience. The key is to serve the group, not to spam or hijack it.
Example: Join the Snowflake Festival Facebook group and share behind-the-scenes clips of your bakery preparing for the event. photos of your team decorating cookies, share tips for creating festive treats, or show a behind-the-scenes look at assembling gingerbread kits. You can also ask people want to see this year. By contributing value, you inspire curiosity and build goodwill without hard-selling.
Leverage Platforms with Built-In Audiences
Online platforms provide access to customers who are already looking for products like yours, saving you the effort of building traffic from scratch.
Example: Use Instagram to showcase your bakery’s holiday offerings and encourage pre-orders for the Snowflake Festival. Feature short videos of your team assembling gingerbread house kits or decorating cookies to create buzz and drive engagement. Or, if online sales make sense for your bakery, sell gingerbread house kits on Etsy.
Standing Out While Working Smart
Differentiate Yourself
Standing out is essential when you’re stepping into a crowded space. Focus on what makes your business unique and communicate it clearly.
Example: If other bakeries in town focus on croissants and muffins, offer something unexpected, like holiday-themed breakfast cookies or savory spinach and feta hand pies. These additions complement your menu and give customers a reason to choose your bakery.
Deliver Value, Not Imitation
Don’t just copy what others are doing. Instead, find ways to meet your customer’s needs by making your offerings more creative, memorable, or valuable.
Example: If another bakery sells gingerbread cookies, offer a decorate-your-own gingerbread kit complete with icing bags, edible glitter, and sprinkles. This turns a simple cookie into a festive experience customers can enjoy with their families.
Build Relationships with Shared Audiences
Collaborations can help you connect with new customers while strengthening community ties.
Example: Work with your favorite local florist to create a holiday bundle featuring their poinsettias paired with your gingerbread sandwich cookies. Customers get a thoughtful, ready-to-go gift, and your bakery benefits from the florist’s established audience.
How to Find Resources and Opportunities You Can Use
- Research What’s Already Happening
- Look for gaps in what’s being offered and opportunities to stand out.
- Example: Talk to Snowflake Festival attendees to find out what they’re missing—whether it’s portable snacks, kid-friendly treats, or something entirely unexpected.
- Test New Ideas Before Scaling
- Partner with complementary businesses to experiment with new offerings.
- Example: See how your cranberry-orange biscotti perform by selling them at the local coffee shop for a limited time.
- Leverage Local Events
- Use community gatherings to introduce your offerings to a ready-made audience.
- Example: At the Snowflake Festival, feature a menu of cranberry bars, gingerbread sandwich cookies, and roasted turkey hand pies to appeal to both sweet and savory cravings.
- Serve Community Groups
- Build awareness by adding value to the group rather than simply advertising.
- Example: Share photos of your bakery team decorating cookies, provide tips for hosting a stress-free holiday party, or ask for feedback on your holiday menu to spark engagement and connection.
- Collaborate to Create Something Special
- Partner with businesses that align with your audience’s interests to create unique offerings.
- Example: Team up with the local coffee shop to create a “Holiday Pairings” package featuring their spiced lattes and your cranberry scones.
Capitalize on What’s Already Working
Sun Tzu’s wisdom teaches us that success often comes from making the most of what’s already there—audiences, partnerships, and opportunities. By focusing your energy on efficiency rather than reinvention, you can conserve resources, grow faster, and deliver more value to your customers.
This week, think beyond just where your audience exists. Where are the untapped opportunities, partnerships, or resources you could use to amplify your efforts? When you work smarter—not harder—you’re building a business that thrives without burning yourself out.
