restaurant? It's probably not a chain. It's probably a local, family owned restaurant that has served your area for some time. It has a great reputation for awesome service and excellent food. You refer it to as many friends as possible.
hair salon? It's probably not a chain. It's probably a local place that has been referred to you by a friend. It has a great reputation for staffing the best hair designers. Plus, all the cool people go there.
landscaping company? It's probably not a chain. It's probably Bobby, who works in your neighbor's yard. He's friendly, punctual, and he does a great job.
consumer electronics store? It's probably Best Buy. You buy from them because they stock everything you'll ever need.
computer? It's probably Dell. You trust them because everyone you know has one.
auto manufacturer? It's probably one of the big ones. You trust them because you see there cars on the road everyday.
Notice a trend. People purchase products from big, established companies and they purchase services from small, local businesses. The difference is service. People expect better service from a smaller business. A product has limited amounts of support, while a domestic service depends heavily on service for its success.
We have an uphill battle against society if we plan on growing past our current count of two locations. People will begin to lose trust if we lose our focus on customer service. Each customer of a service related business wants to feel important. They want personalized service that only a small business can provide. That's our goal. Get big, but act small.
There are role models to follow. Starbucks is the nation's most popular coffee house. A person would rather go to Starbucks than go to a local coffee house. Starbucks acts small, but they're very big. Chick-fil-A is the most popular chicken restaurant in the southeastern U.S. Nobody competes against them because they can't compete with their food quality or customer service. Chick-fil-A is very big , but they act very small.
Getting big is one of our goals. Staying small is another.