nine game-changing strategies for smes to thrive in 2024

Success for small and medium businesses in 2024 will demand innovation and resilience, advises Property Point programme managers Hannes Steyn and Carmine Fritz

As we begin the new year, South African small and medium enterprises (SMEs) must take steps to position themselves for more robust growth. Standing at a pivotal crossroads, SMEs are armed with the hard-earned lessons of the past year, and with the proper support, they are poised to chart a bold new course by leveraging resilience and innovation in fast-changing markets.

Below, we identify nine evidence-based strategies guiding strategic planning in 2024 that serve as a tailored roadmap for SMEs unique context. The approaches highlighted will guide SMEs successfully through complexity while propelling them to realise the untapped potential ahead.

Reflecting on the past year is vital to the future success of local SMEs. An in-depth analysis of which strategies succeeded or failed in 2023 is critical to refining business approaches. Its essential to assess the market relevance of current products or services and adapt to evolving market demands and trends.

Technology, especially AI, can dramatically improve operational efficiency, customer engagement, and data analysis, enhancing decision-making. Investing in skilled talent is also crucial, as it brings innovation, efficiency, and a competitive edge despite the initial costs.

Furthermore, prioritising customer service is fundamental for growth. Creating a business culture that values feedback and transparency helps build customer trust and loyalty, forming the bedrock of a sustainable and growing enterprise. Conduct customer research and sales analysis to identify one or two top products or services and dedicate efforts to their promotion through tailored digital campaigns. According to a UK SME study, this strategy can increase sales by 15% to 20%.

In the digital era, a robust online presence is indispensable. This involves more than just having a website; its about creating an engaging, accessible, and user-friendly digital platform that resonates with your target audience. Tailor your online marketing strategies to specifically address the needs and preferences of different customer segments.

Collaborative efforts in online marketing can extend your reach, and a consistent content strategy helps maintain engagement with your audience, keeping them interested and connected to your brand.

With South Africa's online retail sales growing by 30% and hitting R55 billion in 2022, businesses are advised to focus on creating an online presence to capitalise on the rising demand for home deliveries and the shift in consumer behaviour, according to World Wide Worx and Mastercard.

Small and medium-sized enterprises (SMEs) can benefit significantly from networking and partnerships, addressing challenges highlighted by research by leading US business school Wharton. One key challenge SMEs face is inefficiency, which negatively affects their productivity and competitiveness.

SMEs need to forge strategic alliances to unlock new business opportunities and pathways for growth. Participation in industry events, business chambers and groups and leveraging platforms like LinkedIn for professional networking can provide valuable insights and potential opportunities. It is essential to recognise that networking is not solely about immediate business gains but also continuous learning and sustained growth.

Financial health is critical for the sustainability of your business. This involves more than just managing day-to-day finances. Implement a sound financial plan that includes detailed budgeting and regular financial reviews. These practices help you stay aware of your financial status and make informed decisions.

Diversify your income streams to reduce dependency on a single source, develop strong relationships with suppliers to ensure favourable terms, and build an emergency fund to provide a financial cushion against unexpected challenges.

In South Africas competitive business landscape, securing funding can be challenging, and cultivating a robust financial plan is imperative to enhance the likelihood of obtaining essential capital, as highlighted by SME South Africa.

Incorporating sustainable practices into your business model is not just beneficial for the environment but also resonates with an increasingly eco-conscious consumer base. This can involve using eco-friendly materials, adopting energy-saving practices, or supporting progressive community initiatives.

Staying informed about market trends and technological advancements is crucial. Continuously innovate your products, services, and business practices to remain relevant and competitive in a rapidly changing market.

This approach ensures long-term sustainability and appeals to a broader customer base. According to the IBM Global Consumer Study, invest in energy efficiency or source eco-friendly inputs to appeal to 67% of consumers valuing sustainability.

The holistic approach in business, encompassing mind, body, and spirit, is crucial for true success. This approach emphasises the importance of continuous self-improvement and maintaining a healthy work/life balance, which is essential to effective decision-making and enduring productivity.

Embracing this comprehensive perspective, business leaders must focus on their personal well-being and professional growth. A solid, unique vision and mission form the foundation of effective leadership, guiding business decisions and shaping the organisational culture.

This alignment of personal values with business objectives ensures sustainable and resilient leadership, integral to navigating the complexities and demands of running a successful enterprise.

The story of your business is a potent branding tool, encapsulating the journey, ethos, and unique value your brand offers. It's more than a history; it's a narrative that forms an emotional connection with your audience, setting your brand apart in a competitive marketplace.

This story should be intricately woven into your digital marketing strategy, offering platform consistency and reinforcing your brand identity. By articulating your business's story consistently and effectively in marketing, you attract attention and foster trust and loyalty, making your brand's narrative a critical element in building visibility and a strong connection with your audience.

In today's fast-changing business environment, collaboration and peer learning are crucial for success. Engaging with other entrepreneurs provides valuable insights from their experiences, fostering mutual growth and avoiding common pitfalls. Joint ventures and partnerships enable resource sharing, risk mitigation, and leveraging each other's strengths, often leading to incredible innovation and productivity.

Beyond networking, building a relational ecosystem ' a community of support and advice ' is vital. This network becomes an invaluable asset, opening up opportunities for business development, mentorship, and investment, underscoring the adage that your network is indeed your net worth in the business world.

Maintaining a connection to the fundamental why behind starting a venture is crucial for long-term success in the fast-paced business world. Amid daily challenges and demands, this core purpose acts as a beacon, guiding and providing perspective, especially in tough times.

Whether it's a passion for the industry or a mission for change, this intrinsic motivation is critical to enduring challenges and fostering innovation. More than a mere inception point, it resonates with customers, sets the brand apart, and motivates the team. Keeping this foundational why at the heart of business strategy ensures alignment with the original vision and values, driving meaningful growth and sustaining the business's journey.