September 5, 2007 - Puppies, Algae and the Business Ecosystem

Are you trying to develop business with a key client? Then consider sharing your
connections in the "business ecosystem." It can help your client and ultimately strengthen
your own business. But before I expand on this, I must disengage from my discomfort in
using an ecological term.

I once had a manager from India, whom I highly respected, but who always drove me
crazy with weird phrases borrowed from other fields -- usually from sports. I'll never
forget the day he approached me about a circuit I was designing, convinced it wouldn't
work. He looked at me, and in his thick accent, said: "Mike, this puppy won't hunt."

I haven't run into many hunting dogs in the cubicles I've inhabited over the years, so I
hesitate to use an ecological term too lightly. After all, we're generally not eating each
other to work our way up the food chain. But if my former manager can get away with
sports and animals, I think I can legitimately talk about ecosystems, as the term already
circulates in the business community. Besides, some ecosystems involve algae, or
alternately, sludge - which you may have spotted in the occasional coffee mug at your
own company.

The business ecosystem refers to how companies interact, interconnect and influence
each other. Share your connections in the business ecosystem with your clients to help
them succeed and you will benefit as a result. There are many ways to do this, but here
are five ideas to consider.

1. Share your suppliers
Spin your Rolodex and recommend the best suppliers you know. Let your clients know
about the amazing deals you've found - the best office supplies, furniture, IT equipment,
software - if you can help your client save piles of money, they will have more money to
invest in your services. Likewise, when you hear about nightmarish scenarios, warn your
clients about them so they can avoid the resulting hardships.

2. Share your partners
Keep that Rolodex spinning! If you've been in business for a while, you probably have a
healthy network of partners to share with your clients too. Think of your lawyers,
accountants, landlords, bankers, and anyone else your client could benefit from
partnering with. Essentially, you want to play the role of the "Maven," described so well
in The Tipping Point by Malcolm Gladwell. You want to be someone who loves to talk
about great products and services you discover and to share this information with clients
so they can benefit too. They will remember you each time they use that great product or
service you recommended.

3. Loan equipment to your client
This one is great for helping start up clients who need a boost. If you have equipment
they can use to create or further their project, then go for it! Either they can use your lab,
or you can lend them a piece of machinery for a few days or weeks - depending on how
much your own employees will need to use it, of course.

4. Set up an incubator office
Another helpful idea if your client is still growing wings. You can let your client use
office cubicles or other space at your company location. This will not only help them out
in terms of having a place to get their job done, but it will also give you the opportunity
to meet with your client more regularly, and better understand their needs. It will also
give them an insight into how your company works. Think about this as the speed-dating
equivalent of business. It lets you get to know each other without a long-term
commitment.

5. Hire your client's former employees
This isn't as treacherous as it sounds because I'm not talking about poaching from your
client. Let's say one of your clients was forced to lay off skilled employees years before
and for economic reasons has never hired them back. Assuming they left on good terms
with your client, you can hire them in anticipation of your client's needs. These
employees will have special knowledge about your client's processes and technologies.
As an additional thought - it really doesn't hurt to train your current employees in your
client's required fields.

Don't forget the main idea: be your client's friend and help them thrive from your
ecosystem. Reinforce the fact that you believe in your clients' vision. They will want you
to be part of their success. If you have ideas of your own, feel free to contact me:
michael.wakim@fidus.com

Mike Wakim is president of Fidus Systems, an Ottawa-based electronic design services
company. Fidus specializes in electronic product design for the communications,
aerospace, defense, transportation, automotive, storage and memory, consumer products,
biomedical instrumentation and industrial control markets.