by Markey Read

A traditional method of measuring the success of a business is to analyze its growth in terms of gross sales and compare that to other companies in the same industry.  Our dominant market-driven economy expects small businesses to increase gross sales every year forever.  But what if that model does not fit the needs of the owner?

Most people start service, manufacturing. and retail businesses from a need for income to support themselves and/or their families.  While generating income is important for all business owners, some people start businesses in order to express their creativity while making money.

When a business starts as a vehicle for self-expression and then becomes a competition for becoming the biggest and best, many owners loose sight of why they even bothered to start the business. 

For example, when a retail operator has one very successful store and then opens a second location, s/he will inevitably loose money for the first year or two and will often remove her/himself from the daily contact with customers.  Just because s/he can operate one store well, does not mean that two is better nor will it necessarily provide twice the satisfaction.

Service businesses have similar challenges.  If an individual is a great consultant, for example, does that mean s/he should develop a firm of several consultants and offer those services on a grand scale?  What happens when s/he is so busy managing staff that s/he does not get much contact with clients?

Women-owned/operated businesses more often are vehicles of creative expression than are men-owned/operated businesses.  As a result men and women do not take these businesses  seriously.  If a business plan and financial statements of a woman-owned business projects very modest growth or predicts a modest income for the owner/operator, some  may wonder “is this a business or a hobby?”

Simply because a women does not project rapid and aggressive growth, does not mean she is not a serious business owner/operator.  As a general rule, women tend to keep projections fairly  modest and do not always desire to be the biggest and best.  This may be due to social conditioning and it may be because she really does not want to grow beyond a one-person operation. 

Certainly growth is a sign of viability for any business.  The amount of gross sales, however, is not the only measurement.  The ability to grow in personal satisfaction and expression may be more than enough for some people.  The ability to generate an income and be home with children in the afternoon is a sign of success for others.  Still others strive for a balance between generating income, expressing creativity, and being able to travel to foreign countries.

Whatever the model of success is, be sure to choose it consciously.  Define your own terms and measure yourself against your own standards.  If others do not understand, it is not your responsibility to explain.