Up and Coming Weekly is a weekly publication in Fayetteville, NC and Fort Bragg, NC area offering local news, views, arts, entertainment and community event and business information.
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WWW.UPANDCOMINGWEEKLY.COM FEBRUARY 9 - 15, 2022 UCW 17 COVID has created challeng- ing times for many, particu- larly for small business owners. When states shut down, shop- pers had to rely on online shop- ping and curbside pickups or delivery. If your small business could not provide either of those options, you inevitably suffered. ankfully, we have moved past this point, and you have likely learned how to adjust to this new normal. As we begin another year, you can still do some things to increase your small business's value. e surest way to increase the value of your small business is to start with the basics: unique- ness and predictability. ink about ways in which your busi- ness is unique from others. What do you offer that oth- ers in your industry in your local area (and beyond) do not provide? For instance, courier deliv- ery options, online shopping, discounts for repeat custom- ers, Instagram promotions, etc. Similarly, predictability means you can provide exactly what the customer expects each time — and in the current climate, this is priceless. is predictable behavior guarantees customer retention — an intangible asset that holds great value. In addition, you may want to consider these ideas to help increase the value of your busi- ness. You can increase the diversity of products or services offered; offer a product or service that is difficult to replicate; noticeably improve your customer service; make sure your location is in a desirable spot ; ask satisfied cus- tomers to leave reviews for your business. Above all, the most important things to a buyer are reoccurring revenue and industry growth, but how can you improve these, as well? e key lies in the first thing, reoccurring revenue. Your customers will keep com- ing back for more when you can provide unbeatable products/ services, excellent customer ser- vice, easy-to-access storefronts, and reliability. When they do, your profit margins will inevita- bly increase. Retaining customers is much more profitable than trying to acquire customers. A low churn rate in customers is always de- sirable. As a small business owner, the best way to beat the woes of 2020 and 2021 is to get creative. Customers want to support their local, small businesses. All we must do is meet them in the middle. Offering discounts, multiple delivery options, diverse cata- logs of products or services and exceptional customer service will help you guarantee that you end 2020 and start 2021 in a position of success. How to increase your small business's value by THOMAS KELSEY BUSINESS & FINANCE Photo courtesy of Thomas Kelsey THOMAS KELSEY, Transworld Business Advisors of Fayetteville. Comments? tkelsey@tworld.com I previously reflected on the then-upcoming observance of Martin Luther King Day. For me, it both honors a towering Ameri- can figure and serves as an an- nual occasion to remember his (and many others') legacy in the continuing struggle against all forms of enmity, intolerance and inequity. But that weekend saw a syna- gogue in Colleyville, Texas, held hostage on the Jewish Sabbath. Blessedly, after many tense hours, the incident ended without any loss of innocent life when the rabbi and congregants utilized previously learned secu- rity preparedness and response training. Ironically, on that Sabbath, synagogues worldwide were reading the weekly scrip- tural portion about Moses and God's miraculous deliverance of the Israelites from ancient Egyp- tian slavery. Tragically, houses of worship, schools and all manner of public and private institutions must be concerned with the potential for violent attacks rather than focusing their energies solely on the purposes for which they ex- ist. Some faith traditions, ethnic communities and distinctly identifiable groups may be at more significant risk, but dis- turbingly, none of us is guaran- teed complete security. We each receive guidance from different sources, which for me means the teachings of the Jewish tradition. e Bible records that the Israelites found themselves trapped at sea with Pharaoh's army in pursuit when leaving Egypt. An ancient Jewish legend says that Moses prayed for deliverance, but not until a single man waded into the water up to his neck did the sea split for the Israelites to pass through safely. e Jewish views parallel the saying, "God helps those who help themselves." Accordingly, Jewish tradition teaches not to rely on miracles, for they are purely gifts from God and not expectations to be ordered on demand, even though sincere prayer and devotion. ere are different opinions regarding appropriate steps in considering possible threats, but again I am guided by my tradi- tion. Firstly, to follow in the foot- steps of Moses' brother Aaron, who Judaism teaches always sought peace and the resolution of discord. Still, it also teaches the legitimacy of self-defense if preventive measures fail. Even deadly force may be used, but only when there is no reason- able alternative, as our tradition teaches, "How do you know your blood is redder than the blood of another?" And when direct defensive force cannot be avoided, I still learn from another Jewish leg- end. After the sea collapsed on and drowned Pharaoh's army, the Israelites sang praises of thanksgiving for their Divine de- liverance. In heaven, the angels wanted to join in the songs of praise, but God objected, ask- ing rhetorically, "My handiwork (i.e., the Egyptians) are drown- ing in the sea, and you recite a song?!" e Israelites who were saved understandably rejoiced in their relief, but others need to recog- nize that even while justified, human suffering still occurred. So, it is customary at the Passover Seder ritual-meal to diminish the symbol of joyous redemption, wine, by removing a drop from our cups for each of the ten plagues suffered by the ancient Egyptians. All human life is always precious. RABBI DOV GOLDBERG, Com- ments? Editor@upandcomin- gweekly.com. 910-484-6200. All Human Life is Precious by RABBI DOV GOLDBERG FAITH A festive Seder table is set with Seder plate. (Photo by Gila Brand.)