Growing a business during a rough patch in the market

You do not need to look far to notice that the Eurozone recession is dooming on us. During the last global recession, entrepreneurs were some of the worst hit across all businesses.

So we got in touch with one of few entrepreneurs who managed to continue hiring and growing his business during the recession, Tony O’Shaughnessy, to describe how he managed to build Fourth Hospitality to a point where it was strong enough to break the storm and plough through by hiring 5 to 10 people a week, and to give us and other entrepreneurs advice on how to survive rough patches…

“The key point here is business planning. I’ve written and seen so many business plans that have unachievable financial targets. This is because entrepreneurs are stereotypically very opportunistic, and there is nothing wrong with that as long as you consider the worst-case scenario. You need to consider how you can ride the storm in the middle of the Atlantic, i.e. how can I operate my business with limited resources and demand.

Additionally, you must always think of the basics: what is it that your product does and how is it unique. A lot of people promote products/services that are ‘good to have’, but not many people sell ‘essentials’. If your product is an essential in the market with no better substitutes, the effects of external pressures will be minimal. Once you have identified why the market demands this product, you must drive this through with consistency.

We offered complete back office solutions, which met market requirements that would aid them to overcome the effects of recession. Very importantly, our offering was affordable. Major industry players felt the pressure of the recession and wanted to become more organised to succeed. Consequently, they recognised us as a way in helping them through the recession and coming out on top. In particular, the idea of visibility and sales analysis became very important to them in understanding how they can outperform. Our ability to provide this solution became a great asset for them to control performance of outlets.”