By Clinton Fraser

It’s been some time since you started your business. Many business owners have mixed emotions as they experience the highs and lows of owning and running a small business. Very few small business owners take the time to sit back and analyse the changes taking place in their business and business-operating environment and then consider how these changes impact on their current and future business situation.

Consider how any or all of the following impact on your business:

  • Greater use of technology
  • Brand & Product selection
  • Impact of “four season” ranges / ordering
  • Visual merchandise and brand stories
  • Increasing use of online to meet customer demand for cheaper goods
  • Greater pressure on profit margins from vertical competitors
  • Little sense of customer loyalty
  • Staff training, education & retention
  • Higher employment costs
  • More businesses for sale with fewer buyers

Surf Retail business owners need to continually evolve the way they do business if they are to survive and thrive.
Completing a business SWOT analysis is an essential first step in any effective business planning process with the aim of successfully evolving the business to counter existing weaknesses and threats, bolster strengths and take advantage of opportunities as they arise.

SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
Strengths = Opportunities
Weaknesses = Threats

Planning is the key to your future success Successful Surf Retail business owners are able to spend less time working in their business, with more time spent planning their future. Take the time to find out what’s happening in the industry (via SBIA), how you compare with your peers (benchmarking) and establish a picture of what your business will look like in the future. Invest in planning days with your most trusted Advisers (Accountant and Financial Adviser) so you can get independent and objective advice on how your business is performing.

Are you doing any or all of the following?

  • Do you regularly attend SBIA industry conferences and events and utilise the SBIA website?
  • Do you regularly attend business management and training courses?
  • Do you allocate a % of your working week to strategic and business planning and thinking?
  • Do you regularly spend time with your Accountant and Business Adviser to discuss your business affairs?
  • Do you regularly attend information sessions provided by your most trusted advisers?
  • Are you taking advantage of all the services provided by your most trusted advisers?
  • How you plan for change will improve your chances of surviving and thriving


* Clinton Fraser is a keen surfer and accountant from Davidsons, business advisors and accountants. He has facilitated at SBIA Roundtables.

Disclaimer: this information is of a general nature and should not be viewed as representing financial advice. Users of this information are encouraged to seek further advice if they are unclear as to the meaning of anything contained in this article.