
A few months ago, my friend Julie and I were wondering how small businesses could compete against big corporations. Global and even local corporations have plenty of resources available to them in order to take full advantage of what they can do to improve their bottom lines. It is not as easy for smaller businesses.
An Ethnographer does consumer insight research in order to understand what the consumer wants and does not want. It goes even as far as finding why potential clients whisk by businesses’ doors.
Coaching helps business owners developing greater awareness around who they are, why they started their business which leads to understanding why they do the things they do and how they deliver them.
Then it dawned on us that our services were actually complementary. So we decided to unite and offer Ethnographic-Coaching packages. Julie does the ethnography research and I coach businesses around her findings with fundamental questions such as: “Now that you know this, how aligned are you with your goals?” or “How close is this form home to you?”, etc.
The best part is that we have found a way to make it financially affordable for smaller businesses without cutting back on quality. How? With our very low overhead, we do not need to start our services at $100,000, as is the case normally and can go much below. Why? Because we are not only the Chairman, CEO and officers of our companies but every steps all the way down to the janitors. We do everything and do not require a salary for someone running photocopies, as is the case with bigger organizations. We do it all and we are passionate about it.