In the quest to expand a business, there must be a single drive that pushes an entrepreneur to put into practice measures and strategies that can help him or her achieve the same. Stephanie, as the marketing manager in the CPA firm, had an objective of expanding the clientele base and ensuring that the firm competed favorably in the Chicago market. She helped in coming up with some of the tactics necessary to support the firm to achieve its objectives.
Some of the necessary measures that she suggested that could help in expansion of CPA firms included; identifying an area of expertise and publishing their content online. Gandsey advised that for the firm to penetrate in the market, then they had to come up with their specialization and in implementing that she set up practice groups that covered the same. Even though the firm can publish their content online, they still had to improvise a mechanism that could help them in dominating their search rankings on the internet.
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It is also necessary to identify that attending networking events is of necessity, but what is more important is the expertise that one can draw from those meetings. Being in control of these events poses a challenge whereby an individual focuses on how to solve some of the business problems from their perspective (Spence, 2016). It is also necessary to ensure that the business must build up a good rapport with their clients and at the same time make sure that they try to maintain the current clients.
In conclusion, expanding up a business needs both the management and the employees to step up in ensuring the same is achieved. Tactics such as specializing, picking an area of expertise, maintaining your loyal customers are of necessity in boosting the firm's reach to a higher capacity
Reference
Spence, L. J. (2016). Small business social responsibility: Expanding core CSR theory. Business & Society , 55 (1), 23-55.
