By Kabelo Mollo
In the buy or support local continuum there is bound to be many experiences. Some good, some not so good. I call it a continuum because that’s what it ought to be. One or two bad experiences ought not ruin it for every other potentially great experience out there. In order for a small locally owned business to sustain itself it requires repeat business.
It is the job of the proprietor of said business to ensure speedy and proper service to every customer, every time. It is the responsibility of the customer to pay market rate without hesitation and ideally without trying to negotiate a discount. When the two points converge, that is great service of an excellent product and quick payment, you have an ecosystem that is great for any enterprise, but especially smaller ones.
What has become an unfortunate norm, however, is a small business over promising and under delivering. The knock on effect of the disgruntled customer is huge. Every small business suffers as a result of one small locally owned businesses inability to be efficient. That business you will find has cash flow problems owing to another client that has not been a good payer.
The disgruntled customer vents their frustration to friends and colleagues and is met by several stories that mirror their experience. It is all but over for small businesses at that point. Meanwhile, the big reliable players hover ominously. Set prices, set delivery schedules and very little in the way of surprise. Reliability is key. Now, often the big player has local representation so it is folly to discard it in full in favour of the small business, and indeed the big player will have a local staff compliment that earns it’s living from sales, so spending one’s money there is quite acceptable.
There is a limited number of jobs on the market, and that number is much smaller than the number of job seekers, so those seeking employment have to find alternative ways of sustaining themselves and their dependents. There is very limited seed capital out there. Risk aversion in these uncertain times is the order of the day.
Unless you can find an angel investor or a venture capitalist with a sharp eye for a budding business, the likely hood is you’re struggling to make ends meet, and unfortunately your business is doomed. Add to that the stress of competing in a lopsided market and, boy oh boy, you have a set of circumstances that are less than ideal. It is important, therefore, to ensure that the money that swirls around the market is directed toward building small to medium size businesses of those who are trying to build local.
American play write George Bernard Shaw said of second marriages ‘it is the triumph of hope over experience’ and that, is what we consumers ought to hold steadfastly whenever the time comes to choose whether we’re supporting an established non local brand versus propping up a local small to medium entity. This isn’t patriotism for its own sake, no, this is economic growth and development in its most rudimentary form.
