Especially as a sole trader you need the focus on Winning by being Good

With the ROC framework, you will maximise the impact of your efforts. By incorporating these essential elements, you are not merely building a business, social enterprise or charity; you are laying a robust foundation for success. The ROC is not just a theoretical concept; it is a practical guide that defines the 15 key pillars crucial for establishing a successful and ethical business or organisation at any level. My book is crafted to empower you to take decisive action and fully leverage these pillars to achieve your success.

The ROC is the foundation of my book which I started over a decade ago. (now launched). But whenever I even thought I might not bother with it I would meet another person who had had poor advice and were not succeeding even though they were working hard. Many individuals I have encountered sought advice from business consultants—often funded by the government—but they did not receive a comprehensive evaluation of their operations. As a result, they overlooked critical factors that could sabotage their chances of success. This is where I want to share the compelling story of the Bra Lady.

What have ROCs and Bras got in common? a sad tale

The Bra Lady was passionate about and knowledgeable in bras. I met her for ten minutes at a networking event where she was trying to attract more clients. Her goal was to help women find bras that fit properly, are renewed regularly and made them feel good, emphasising the importance of having the right bras for different occasions. Unfortunately, many women, myself included, often wear bras that are worn out, ill-fitting, or unsuitable for specific activities, especially for sports.

She had had a shop in a small market town but couldn't cover the overheads so had given it up.

She now offered a home fitting service, which was attracting some customers, but she was still operating at a loss. I asked how much she charged for the bras, and she explained that, on average, they cost about £30, with her purchasing them for around 50% of that price. Although she had appointments, conducted fittings, and made sales, her business was struggling. With £15 per sale to cover her time travelling and with the client doing the fitting and choice of bra, fuel and postage of the bra once ordered, overheads such as marketing and insurance, it was not surprising.

She mentioned that she had consulted a business adviser, but it seemed that the adviser had not addressed the fundamental issue: her business model was flawed. Regardless of how hard she worked, she was likely to fail. In fact, the more customers she attracted, the more money she would lose, as the profit margin on the bras did not cover her travel expenses and her time.

Let's start with the area of the ROC where the Bra Lady truly excelled-having a 'Clear Vision'. She was driven by a simple yet powerful goal: to ensure women have bras that fit properly and are replaced regularly. This vision led her to open a shop and continue her mission through home visits when that failed.

In ROC terms, there were two key areas where she scored extremely poorly, both in the same area of focus - Financial Success:

• Sustainable profit
• Innovative growth

Plus one in the Product Offerings part of the ROC:

• Life changing

How to address the flaws in her ROC

I learned what is outlined above in the first few minutes of the 10-minute chat.

I could see that her vision had not been translated into a working business model that was financially viable i.e. how you will practically make it happen, what you will do to change lives. How you are financially successful flows from the 'how' of your business model.

So I suggested something that would both give her an Identifiable Market Niche (the third key to Financial Success) and also fundamentally change lives.

"The Bra Club"

Here is how the idea works in addressing the issues identified in terms of the ROC pillars :

ROC - Market Niche

Women can subscribe for £10 per month, which includes an initial home visit and an annual revisit, both featuring a full fitting. Following the initial fitting, subscribers will receive one bra to start and then one additional bra each quarter sent by mail. Customers can choose from a variety of options, including sports bras, t-shirt bras, plunge bras, cotton bras, or more decorative styles or just repeat the initial order. Most importantly, she would establish a steady, recurring income from year to year and create an identifiable market niche.

ROC - Sustainable Profit

She would, of course, continue to receive £30 per bra, but her profit margins would significantly increase since each appointment could generate £120 over the year. Additionally, this approach would free up time for more appointments, reduce travel costs and time per sale and allow her to grow the business. Instead of relying on one-time customers who may hesitate to spend £30 frequently, she would cultivate ongoing clients who pay just £10 a month—equivalent to the cost of three cups of coffee—while being reminded every quarter of the benefits of having a new, well-fitting bra.

I would have signed up and it would have changed my life and I would have recommended it to my friends getting her even more clients.

ROC - Innovative Growth

With this model in place, the Bra Lady could have easily expanded her product range. Knickers, t-shirts, and more could have been added, offering her customers a complete solution.

With a list of women she could also have held bra parties for her members to invite their friends.

Since the model relies on personal service, she could have expanded the business by franchising, empowering other women and helping them achieve financial independence.

ROC - Life Changing

This approach would ensure that women have properly fitting bras and do not wear them until they are worn out. By getting regular replacements, they could have the correct bra for each occasion, which would boost their confidence and improve breast health.

Conclusion

Unfortunately, the meeting ended, and I never met her again. I assume she didn't take advantage of the opportunity, as the proposed changes could have transformed both her business and the lives of her customers.

This is just one of many examples from people and organisations that have contributed to my writing of "Winning by Being Good." They have provided insights into what works and what doesn't, highlighting the importance of thinking systemically about every aspect of an organisation and how these elements interconnect to foster success or lead to failure.

Find out more about my book Winning by being Good here

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