Inorganic Growth Strategies Will Help Your Business Prosper

In a previous blog, Fire Enterprises, Inc. (FEI) marketing maven Marka explained to the FEI tribe why customer brand perceptions matter, and how to change them. This week, Numo takes the lead by explaining why inorganic growth strategies are essential to FEI’s continued success. Remember, fire = print.

One lovely summer afternoon the FEI tribe met for a finance meeting. Toward the meeting’s end, accounting tribe leader Numo stood before the tribe to give a presentation.

“Let me start off with a quick fire history lesson,” Numo said. “Over the past 30-odd years, what’s been required for sustained growth in our industry has changed repeatedly. The progression has gone something like this.”

He scribbled on the whiteboard:

  1. 30 years ago—Offering a quality fire product and adopting the right technology (e.g. electric kilns) consistently put Drachma in the bank.
  2. 20 years ago—Quality had become ordinary, but fire companies that could deliver torches in a hurry stood apart from the crowd. Not coincidentally, this was when Pyro and his band of speed-demon pyromaniacs emerged.
  3. 10 years ago—The bar moved again: only fire businesses that had complete value propositions—and were at least dabbling in advanced fire technology, like auto-light torches—were growing.

“Today FEI needs to nail all three of these items to even have a shot at growing in the traditional, organic way,” Numo explained. “Just one problem: fire is no longer a growth industry. In other words, executing in all the areas above to squeeze out market share growth will likely get us about back to baseline.”

“Whoopee!” Zoot said sarcastically.

“I think I speak for the whole tribe when I say surviving is not enough for FEI,” Org said. “We want significant, sustainable growth!”

“We can do it,” Numo said. “We just have to think and plan differently. Today’s real growth opportunities lie in a different realm: acquisitions, different niche markets, and new capabilities. Although the term is a bit awkward, let’s call this ‘inorganic’ growth.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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