The Australian Small Business Blog

The Australian Small Business Blog

This Blog has been providing a Forum where Australian Small Business Owners can exchange Ideas old & new and get Advice from experts in Australia on how to Improve their Businesses through better Business Management, Planning & Strategy, Business Systems and Marketing Strategy and Systems for over 10 years. They will also learn about the Small Business Best Practice Benchmarks that are critical for their success. Our Ultimate Objective is to help Australian Small Business Owners take their Business to the Next Level and achieve their Goals whatever they may be.

Tuesday, August 11, 2020

Ad of the Month – Be Easy to Deal With

by Dr Greg Chapman

Ever noticed that some companies don’t want to talk with their customers and make it as difficult as possible to contact them, or force you to speak with an offshore call centre where English is not their first language? 
How refreshing then that this company lets you deal with them the way you want. In this ad we see two common preferences in contacting a business. One which would be the preferred option for younger people and the other for the older generation.

Tuesday, August 04, 2020

Provide a Taste Test

by Dr Greg Chapman

There can be many reasons why people don't buy. But probably the biggest is that they don't have confidence that a business will deliver. That the service will be as promised, or the product will actually work.

When people make a purchase decision, they take a decision to change their life in some way. They have actually survived their whole life without buying from you, and now you are asking them to change.

They may already have another supplier of your products and services, which while they may not be fantastic, they do the job. Or they have lived up to now, with the problem you want to fix. So if they buy from you, they will have to change.   More...

Monday, July 27, 2020

The First Profit Driver – How to Increase Your Enquiries

by Dr Greg Chapman

In the last post I described The Five Profit Driver Marketing System. The first of the Five Profit Drivers is Increasing Enquiries.

What marketing strategy are you going to use to communicate with your customers and entice them to contact you? There are really only four types of enquiry generation marketing strategies.

Tuesday, July 21, 2020

How to Double Your Profit with the Five Profit Drivers

by Dr Greg Chapman

Have you ever seen a business that has doubled their sales apparently overnight? Have you wondered what is the one thing they did to achieve that result? The chances are they did a number of things which when multiplied together gave the end result. In all likelihood, they understood and used the Power of Leverage.

Let’s see how that works. Consider this example.

Wednesday, July 15, 2020

Lead Generation vs Sales Conversion – What’s Your Priority?

by Dr Greg Chapman

So you want more sales? I think I may have heard that once or twice before! Under my Five Profit Driver model of marketing there are 5 strategic areas on which you can focus:

• the Number of Enquiries
• the Conversions to Sales
• the Average Value per Sale
• the Number of Times a Customer Buys from You
• the Gross Profit Margin per Sale

However, nothing happens until you generate the enquiry. Therefore, should getting more leads be your priority?

Not so fast.

Monday, July 06, 2020

Ad of The Month – Safety

by Dr Greg Chapman

With retail outlets slowly reopening, we constantly hear about the safety measures the businesses are taking. The messages are much the same and don’t do much to retain your attention. In this French Ad from Burger King, they present their safety massage like an airline safety message with do’s and don’ts.

While the ad is mostly in French, you can easily get the gist of the message.

Monday, June 29, 2020

You can run half as fast, but you must run

by Dr Greg Chapman

When seeking to improve their marketing game, business owners often look to the best and feel daunted. They believe “I can never be as good as top professional marketers. I don’t have the money or the knowledge to compete.”

You really don’t have to be the best. Consider the story of the two trekkers in the jungle. As they were walking they heard a huge roar. When turning around they saw a very large lion coming towards them. They both started to run, then one of them stopped and changed his jungle boots for runners. The other trekker said: “You will never outrun the lion.”   More...

Monday, June 22, 2020

Small Business Strategy Case Study- A consultancy whose website was a ghost town

by Dr Greg Chapman

As part of my service I provide a Complimentary Business Evaluation. From my files, here is a summary of a case study of a consultancy that was successful in generating word-of-mouth business but they were looking for a faster way to grow and their brand new website was doing nothing for them.

Wednesday, June 17, 2020

Understanding Brands – A Steve Jobs Masterclass

by Dr Greg Chapman

Here is another masterclass from Steve Jobs. This was recorded quite a few years ago, and really explains how a brand should be defined. I’ve never seen anyone explain it so simply and so well.

Thursday, June 11, 2020

Addicted to Profitless Turnover

by Dr Greg Chapman

If you are a business owner, you are probably as busy as a one armed paperhanger. You probably are juggling many balls. You may have lots of business, but you feel at the end of the day, you have little to show for it. You may not even be paying yourself a proper wage, let alone have a decent profit to show.

While you may be busy, is every sale profitable? When you take apart your Profit & Loss statement, how much profit is there really?

Wednesday, June 03, 2020

Ad of the Month - Reopening

by Dr Greg Chapman

With the easing of restrictions many businesses are looking at how they get people to step back into their pre-lockdown habits. This funny musical commercial will strike a chord (pun intended) to many.

I’ve set this up to start halfway through because I don’t like long ads, but the whole thing is worth watching.

Wednesday, May 27, 2020

Is Chris Hemsworth Too Expensive?

by Dr Greg Chapman

What man wouldn’t want a body that looked like Chris Hemsworth’s? Well, apparently you can get one for just US$29.99 /month with his Centr App. Seems a reasonable deal, but even so, people are complaining that’s it’s expensive compared with other training programs, without Chris, at under US$20 /month. Especially since there are literally hundreds of exercise and diet videos free on YouTube, so why would you pay US$29.99 for Chris’ App?   More...

Thursday, May 21, 2020

How to turn Your Business Into a Profit Machine and make it a Saleable Asset

by Dr Greg Chapman

Are you tired of working backbreaking hours in your business without getting the rewards you deserve?

 For most business owners, working harder is not the answer. They are already putting in the hours. In fact working less hours is a better approach, if those hours are spent doing the right things.

There is a process that business owners can follow to achieve their goals. Here are the 7 Steps to turn your business into a profit machine that runs without you:

Sunday, May 17, 2020

When Word of Mouth goes out of Your Control

Word of Mouth marketing is important in almost any business big or small. Every business lives or dies based on their reputation. So why would you risk leaving Word of Mouth to chance?

While positive reports about your service will get out there over time and create new business for you, bad reports travel like a rocket propelled by hard feelings and anger. Most of your clients who have enjoyed your services will mention you to help out friends and colleagues, but they aren’t active unpaid promoters of your business. When, however, you have let someone down, not delivered on your promise, and have not made things right, their only recourse is to damage you as much as they can.

Tuesday, May 05, 2020

Ad of the Month -Viral

by Dr Greg Chapman

It costs a lot of money to put up a billboard. And how effective are they? Most people drive by without even looking at them. So how much would you pay for an ad that might be up for hour during a conversation between a number of friends?

How about a couple of bucks? Well that’s what Burger King is paying.

Monday, April 27, 2020

Unknown Unknowns

by Dr Greg Chapman

As the famous baseball player and coach, Yogi Berra, once said once said, “It’s tough to make predictions, especially about the future.” But it’s even tougher when you don’t know what you don’t know, which is why training is so important, not just for your staff, but for owners too. How do we know that this is the case with our business? We know it when growth plateaus, when our own ideas and strategies have been exhausted.   More...

Monday, April 20, 2020

Apple Offers an iPhone Downsell

by Dr Greg Chapman

Apple has always positioned their brands as premium products. Nowhere more so than in the mobile phone market where with 32% of the revenue from the sector they have 66% of the profit. But with their latest flagship product priced at around $2000, they must have hit the law of diminishing returns. Yes, the new camera is more fancy, but a serious photographer would be buying a SLR camera, and a longer battery life, many will be forgoing these nice to have features, and purchase a perfectly reasonable smart phone from $100.

Tuesday, April 14, 2020

Five Steps for Small Business to Survive and Thrive COVID – 19

by Dr Greg Chapman

Businesses large and small have been hit hard by the economic shutdown during this pandemic, probably harder than any time in the post war period. Some sectors harder than others, but there are steps owners can take to ensure that not only do they survive, but they also thrive when we all come out of this.

Thursday, April 09, 2020

Ad of the Month – Social Distancing

by Dr Greg Chapman

Many businesses have been impacted by COVID-19, so it’s important to stay relevant when so much has changed. This ad probably catches the feeling of the moment whilst still promoting a product that you can consume at home, but possibly not in the way you used to.


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Dr. Greg Chapman is also the author of
The 5 Pillars of Guaranteed Business Success

The Five Pillars of Guaranteed Business Success




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