Be the Elephant by Steve Kaplan

Author:Steve Kaplan
Language: eng
Format: mobi, epub, pdf
Publisher: Workman Publishing Company
Published: 2006-10-16T07:00:00+00:00

Upward and Outward

Josefina Manauta owns Descubrir, Inc., a small but successful two-person business in Chicago. Descubrir (which is Spanish for “discover”) translates training materials from English to Spanish for businesses needing to communicate important issues, such as safety, to their Spanish-speaking employees. The business was doing well but got most of its revenues from just one large customer. Josefina knew that she had to reduce her client dependency by expanding her customer base. But that was another issue; for now, the concern was how best to grow her business. She had been trying to get more customers for her translation service, but the demands of the existing large customer didn’t leave her with much time to prospect.

The good thing was that her company had a great relationship with her big customer that perhaps could be leveraged for growth opportunities. In fact, she had recently signed a multiple-year contract with this customer to supply the same translation services.

Josefina figured that her best and only practical option for growth would be to sell more and different items to her current big customer. She set out to capitalize on her relationships and her access to different people within that organization, in order to determine what other products or services Descubrir might provide.

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