The “Level Playing Field” Myth

Friday, June 25th, 2010 at 5:25 am

A lot of marketing coaches, us included, have made the comment – “The Internet levels the playing field for the little guy by creating a consumer driven marketplace. With the consumer initiating contact by going online and seeking out the products and services they want, the little guy has a shot at customers that used to be exclusive to big business.”

While that is absolutely true, it’s important to understand that the notion of a completely “level playing field” is a myth. Big business and Small business will never be equals.

So when we talk about a ‘level playing field’, we’re not referring to every aspect of the business, as though deep pockets, access to experts, and unlimited resources are a moot point. Obviously those things keep the playing field anything but level.

Business isn’t a board game. It’s not about “What’s Fair”. Not everyone will be playing by the same rules. Business is about strategy. It’s about weighing out the competition and discovering a niche where you can successfully compete.

Obviously there are markets as a small business owner, it wouldn’t be wise to try and compete in. It wouldn’t make sense to go toe-to-toe with Walmart and compete on PRICING. Their volume is staggering, their bulk pricing untouchable, and they can afford to take a loss for the sake of promotion. If that’s your strategy for making money and growing your business, make sure you live in a warm climate, you’ll be sleeping on the streets…soon.

While big business may have a few things going for them you don’t, won’t, or never will – there are some advantages you have as the small guy, that big business doesn’t –

You’re not working to cover thousands, if not hundreds of thousands of dollars, in over-head costs monthly, before you’re in profit.
Your business doesn’t depend on the reliability of employees to stay open
Internet marketing platforms are fickle and require flexibility, you don’t have to go through a board of directors to implement time-sensitive changes.
You can get up close and personal with the topics, concerns, and needs of your potential customer.
$1000 – $5000 a month profit can provide a lifestyle change.
You can manage your business from a park bench while you watch the kids play, or while you relax in your favorite spot away from home.
YOU are in control of your destiny.

While there is no way to ever completely level the playing field between big business and small business so they are equals, if you learn to take advantage of the little things that make a BIG difference to consumers, and appreciate the aspects of being small…your experience as a small business owner will not just be profitable, but meaningful and fulfilling.

To Your Growth and Profit,