strategic management

1. 7 Turnaround Strategies To
Revive A Dying Business
By: Ahmed Zidan

2. Introduction
• Sad as it may sound, the health of a business is not guaranteed forever.
Virtually all entrepreneurs will face the daunting task of managing the recovery
of a failing business. Every business during the course of its existence will
experience a near death experience.
• This is a period characterized by harsh business conditions; low sales, low
morale, low cash, low market share, and low innovation. Some recover from
this and bounce back stronger than before, and some don’t.
• There are many factors responsible for this near death experience; those that
are self inflicted like; a major project failure, incompetent management or poor
financial control are generally termed internal forces. While those that are not
self inflicted like; government intervention, economic recessions, the presence
of low-cost competitors, or natural disasters are termed external forces.
• The continuous survival and success of a business greatly depends on
managing these forces internally and externally. Neglecting them can spell
doom for any business regardless of size!
Capital isn't that important in business. Experience isn't that important. You can get both of
these things. What is important is ideas.

3. How To Revive A Dying Business
7 turnaround strategies to help you resurrect your
business.
• 1. Re-Evaluate: situation
• 2. Re-Define: strategy
• 3. Re-Employ: people
• 4. Re-Innovate: product
• 5. Re-Brand: marketing
• 6. Re-Finance: money
• 7. Re-Work: execution
You are never too old to set another goal or to dream a new dream

4. 1. Re-Evaluate: situation
To treat an ailment, we need to diagnose the patient. The first place to start if your
business is dying or failing is to look within the company. This is known as self-
evaluation or self-assessment. You have to know what the situation is and what the
problem is. When you already know the circumstances, you can now take appropriate
actions. When looking within, focus on the following key areas;
• Strategy
• People
• Customers
• Product
• Process
• Finance
Re-evaluation is the most critical turnaround strategy; without it all other things are
just frantic moves that will yield little results. Before you begin to act, know why, what
and how affected your business is. Only through re-evaluation can discover all these.
If you don’t know where are you going , any road will take you there

5. 2. Re-Define: strategy
• After re-evaluation comes re-definition. Re-evaluation reveals what’s wrong with
your business and re-definition is putting the business back on track. This is where
you go back to the drawing board to set the overall direction for the company. This
is where you create the turnaround game-plan. Failing in business is often as a
result of not having a clear direction or having derailed from the set path. So you
need to revisit the foundation of your business by touching the following key
areas;
• Purpose:
• Vision:
• Mission:
• Values:
• Brand:
Business has only two functions - marketing and innovation.

6. 3. Re-Employ: people
• Hardly can you turnaround a dying business
without talking about the people behind it. A
business cannot function by itself, people
make it function. People make or break your
business. This is why you need to re-employ.
To resurrect a dying business, get the right
people on board and get the wrong people off,
period!
What helps people, helps business.

7. 4. Re-Innovate: product
• Lack of innovation is one of the warning signs of a
dying business. It is impossible for a business to
remain relevant in the market if it fails to
introduce new products/services. People change,
market change, technology change and so must
your business. If you refuse to change, by
constantly innovating your products/services, you
are doomed. To bring your dying business back to
life, do something new!
You read a book from beginning to end. You run a business the opposite way. You start with the
end, and then you do everything you must to reach it.

8. 5. Re-Brand: marketing
• One of the consequences of a dying business is the negative impact
it has on the brand. Your customers begin to lose trust in the brand
as their satisfaction level declines. Negative word of mouth
marketing starts to spread and the brand is no longer known, liked
or trusted in the market. To correct this negative association with
the brand, you have to kill the old brand and create a new one!
• This doesn’t necessarily require a total change in the brand name;
only do this as a last resort. What rebranding means is to give your
business a new meaning, a face-lift and a new brand identity. This is
why in almost every turnaround situation; the company comes up
with new marketing campaigns, new logos, new brand colors, and
new slogans to let the market know that things are not the same as
before.
“A change in You can Change the market for you!”

9. 6. Re-Finance: money
• As much as I would like to tell you that you don’t need money to resurrect your dying
business, we both know that would only be a lie. One of the most obvious signs of a
dying business is lack of money. You are almost out of business because you are running
out of cash. So to get your business back to life, you need to pay close attention to
finance.
• The easiest option would be to seek external funding, but this can be a very daunting
task especially if the money in question is much. So what do you do? Start sourcing for
funds from within the business by doing the following;
• Take from your personal savings.
• Sell off some of your fixed assets to raise immediate cash.
• Cut costs by reducing your operational expenses. Look for every unnecessary expenses
and cut them off. Lay off every redundant staff. Stop every extra incentive or benefits for
a while.
• Don’t try to solve all your financial needs at once; it will only further put you in more
financial mess. Break down your business financial needs into sizeable chunks tied to
specific needs and begin to fill them with the excess funds gathered.
• Seek for strategic alliance from your partners like your suppliers, they can offer you trade
credits.
• Only after you have exhausted these internal funding options should you seek external
sources like; borrowing from family and friends, angel investors, bank loans, factoring,
hire purchase, equipment leasing etc.
Business, more than any other occupation, is a continual dealing with the future; it is a
continual calculation, an instinctive exercise in foresight.

10. 7. Re-Work: execution
• After all is said and done, there is no way to bring your
dying business back to life by mere words; you need to do
the work. And not just as you have always done before, you
need to re-work the way you used to work. You’ve probably
been engaged in random work rather than focusing on
performance-driven work or goal-oriented work.
• It is one thing to work and it is another to align your work
with the strategic goals of the organization. Only by doing
so can the business be saved from dying. Every work must
be broken down into processes, must have a owner and
must have a goal or key indicators to track performance.
"A good plan implemented today is better than a perfect plan implemented tomorrow."

11. CHANGE IS THE ONLY CONSTANT IN LIFE
“The bird has an honor that man does not have. Man lives in the traps
of his abdicated laws and traditions; but the birds live according to the
natural law of God who causes the earth to turn around the sun.”
Kahlil Gibran quotes
SIMPLICITY IS THE ESSENCE OF CREATIVITY