My 4-Step Decision-Making Funnel for Small Business Owners
After 7 years of running a profitable specialty food business, here's everything I consider when deciding what to make, what to launch, and what to ignore.
1. What the customer says they want.
Great, got it. Love you. So much. But...
2. What the customer actually does.
Don't take this the wrong way, but I take what you do much more seriously than what you say. The number of times folks come out in droves going "we NEED x," we make x, and then: crickets. This is fine! This is human nature, it exists in every industry, and it's a fun puzzle to crack. Luckily, after 7 years, I know you pretty well.
(Examples: folks ASSURED me they wanted Peppermint Marshmallows available all year round. They SWORE they weren't just interested in it for the holidays--when it's our most POPULAR flavor available. We tested continuing the flavor through the entire winter season, and after December we were saddled with inventory sitting MUCH longer than we ever want it to. lololol)
3. What the business needs.
Profitability, on-brand, in service of the people who work here. Ideas that work within our existing systems OR the time and capacity to build new ones. Products that will move faster than their shelf lives. The tangible stuff, the logistical stuff.
4. What I want.
Once an idea has been sieved through all those layers, it comes to this. Because I do need to feel personally invested. If every aspect of my business is suddenly unaligned with my own instincts and values, I'm going to end up a pretty miserable business owner. So I ask: Does it excite me? Does it inspire my creativity? Am I the right person for this job?
(I've been asked many, many times to make a sugar-free marshmallow. I AIN'T THE GIRL.)
Can I make it delicious? That last one is non-negotiable.
Why all four steps matter, not just one or two.
If I only ran ideas through one or two filters, here's what happens: flavors sit on the shelf because IIIII'M excited, but they're too niche (RIP, Chili Mango Marshmallows). I end up with a lineup I'm uninspired by (👋 hiiiiiii burnout). A "great idea" tanks internal morale because it broke our systems.
It's holistic or bust around here.