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Be Attractive to Buyers Series: Mastering Customer Base Foundations

We’re excited to release February’s edition of Exit Differently, where insights meet action in the dynamic world of mergers and acquisitions. Our mission remains steadfast: to empower women business owners with the knowledge and strategies needed for successful growth and transition. Whether you're contemplating your exit strategy or seeking ways to enhance your business's market appeal, we aim to guide and inspire. 


There are several aspects to making your business appealing to buyers. In our series, Be Attractive to Buyers, we will take a topic each month and dive deeper into why the best exit strategies are foundational, and it's never too early to have one. iKadre can guide you through taking action on your success story. Join us as we explore a multi-faceted approach to creating a business that thrives and presents an irresistible proposition.


This month, we delve into an essential component of business strategy that transcends immediate transactional goals — establishing a strong customer base. We spotlight this cornerstone of enduring business attractiveness because a loyal and engaged customer community is a crucial step we believe to be the heart of a successful exit strategy. When competition is fierce and innovation is key, real, value-driven relationships businesses build with their customers are everything.


Business Attractiveness: Establish a Customer Base


The allure of a business to potential sellers goes beyond its financial performance or market share. A substantial, loyal customer base signals stability, growth potential, and a company culture prioritizing value creation. Focusing on several key areas enhances a company's appeal to sellers.


The Core of Customer Retention and Loyalty Programs


Customer retention strategies and loyalty programs foster an environment where customers feel valued and understood. For potential sellers, a robust customer retention rate is a clear indicator of a company's health, showcasing a predictable and stable revenue stream that is less susceptible to market volatility. Measure churn rate (number of customers lost during a period divided by the total number of customers at the start of the period). Employ tactics like automated churn risk predictors or alerts, especially if your business model depends on recurring revenue. Responding to churn rate trends will allow you to enhance retention strategies, improve offerings, and build a more resilient, customer-centric business. 


Leveraging CRM Systems for Enhanced Customer Relationships


Customer Relationship Management (CRM) systems help businesses streamline operations, offer personalized customer experiences, and anticipate customer needs based on data analytics. For sellers, this signifies a company's forward-thinking approach and its potential for scalability and growth, making it a more appealing target for acquisition. Check out these great resources in our AI-Enabled Brand Management Toolkit blog.


The Strategic Use of Customer Feedback


Active solicitation and utilization of customer feedback are integral to continuous improvement and innovation. This approach to business fosters a culture of transparency and responsiveness, traits highly valued by sellers. It indicates that the company is market-aware, adaptable, and resilient to changes. Use metrics like Net Promoter Score to translate feedback into actionable insight. Tools like Typeform and Mailchimp provide simple solutions to embed feedback into customer service workflows. 


Use tools like TypeForm and MailChimp to get customer feedback.

Net Promoter Score (NPS) indicates customer satisfaction, loyalty, and advocacy potential, asking customers their likelihood to recommend a product on a 0-10 scale and classifying them as Promoters, Passives, or Detractors. Calculated by subtracting Detractors' percentage from Promoters', a high NPS suggests strong customer endorsement and potential for organic growth via word-of-mouth, whereas a low NPS highlights areas needing improvement to boost customer experience. Analyzing Promoter traits enhances marketing precision, and tracking NPS over time enables businesses to gauge the effectiveness of initiatives.


Expansion and Diversification


Ideally, no single customer should account for more than 10-15% of total revenue. Constant expansion reduces the risk of losing a large portion of revenue when losing a single client. By targeting new segments or markets, a company can reduce its dependence on a narrow customer demographic, enhancing its resilience against market changes. A diversified customer base means reduced risk and a higher potential for growth and profitability. Embracing diversification in your customer is looking beyond the traditional boundaries of your market to uncover new segments and opportunities. Successful diversification requires a strategic approach to identifying and understanding the needs of different customer groups, innovating your product or service offerings to meet those needs, and effectively communicating your value proposition to these new segments. By doing so, businesses safeguard against market volatility and position themselves for sustained growth and profitability.


The value of a company is increasingly measured by the strength and depth of its customer relationships. These strategies demonstrate a company's robust operational framework and its potential for sustainable growth and profitability. Being customer-centric is a compelling value proposition for sellers in the M&A market. 


Finding Success as a Female Founder

According to an article in Business News Daily and Sage Advice UK, women face three common concerns when it comes to exiting their businesses.


Difficulty in Making Authoritative First Impressions: Women entrepreneurs often struggle with being perceived as authoritative and serious business leaders. This challenge can significantly impact their ability to secure investments or negotiate exit terms that reflect the true value of their ventures.


Finding a Support System and Overcoming Loneliness: Many women founders feel isolated in their entrepreneurial journey, lacking a network of peers who understand their unique challenges. This sense of solitude can hinder decision-making and growth, affecting when and how they choose to exit their business.


Access to Funding and the Right Investors: Accessing capital is a persistent challenge, with a significant gender gap in venture capital funding. Women founders often find themselves pitching to rooms predominantly filled with male investors, which can influence both the questions asked and the types of investments offered. This disparity can affect the scaling potential of their businesses and, ultimately, the timing and nature of their exits.


At iKadre, we understand these challenges intimately and address the specific concerns of women founders by offering a comprehensive suite of services to empower women in business. From our empathetic approach to mentally preparing our clients for tough decisions to being their source of advocacy and support when positioning challenges feels overwhelming. We offer a holistic approach to exit planning to guide women founders toward successful business exits.


Check out this female-founded exit success story from 2023. Media and entertainment brand BETCHES, founded in 2011, built a space for all women to get real about life candidly and humorously. November of 2023, they were acquired by LADbible for approximately $54 million thanks to their presence and understanding of their North American market brands and agencies. These rockstar women bootstrapped their company in college with $1500 each and started writing.


Betches post about the SuperBowl.

What does defining your success story look like to you?  By focusing on aligning personal, financial, and business goals, the Value Acceleration Methodology is a comprehensive approach to exit planning. It offers three phases to plan your exit smoothly and holistically. Our latest blog post describes what this method is and the impact it has on exit planning.






Discovering Your Business Path

Understanding where you are in your business journey is crucial when you start considering an exit, merger, or acquisition. We encourage you to engage with the interactive Discover Your Stage in the Business Buying or Selling Journey quiz to aid your business reflection. This tool can offer insights into your current position and guide you toward making informed decisions that align with your business goals.


At iKadre, our mission is to accompany business owners throughout their unique journey, providing assistance in the creation of personalized exit strategies and blueprints for the next venture.


When you are ready, schedule a meeting with us to see how we can unlock your business’s full potential.


Want more insights? Make sure to follow iKadre on LinkedIn and Instagram to make sure you never miss out.


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