How Much Should You Charge?

Getting your pricing right is one of the best ways to plan for business success, but how do you know how much you should charge?

First, don’t make a rushed decision; take the time to properly understand the market, your total costs, and how to position your products or services.

Figuring out how much to charge is a big learning curve for any business owner. The answer to how to approach it will fluctuate as circumstances and markets change. It is important to revisit the question throughout the lifecycle of your business.

There is No Magic Formula

All businesses are unique, with an individual offering of products and services. Before you set your pricing, it’s important to look at the whole picture. This will help to ensure you are being strategic and not just following trends.

Gather the Data

To get started, you need to gather as much information as possible. Block out some time to sit down with your business data and strategies. Pricing is essentially figuring out where your products and services are positioned in the market. So keep your business strategies top of mind. It doesn’t have to be a confusing exercise. Just grab a coffee and get started.

Here Are the First Steps to Consider:

1. Record All the Costs Involved in Production

Start by listing all direct and indirect costs associated with your product or service. Direct costs include materials, labour, and production expenses. Indirect costs encompass assets, insurance, licences, and legal fees. This comprehensive list ensures you don't overlook any expenses that could affect your pricing strategy.

2. Consider Your Current Profit Margin or Required Margin

Once you have your total costs, think about your profit margin. Understand the difference between net and gross profit margins. Gross profit margin is the difference between sales and the cost of goods sold, while net profit margin accounts for all operating expenses. Decide what margin is necessary for your business to be sustainable and profitable.

3. Conduct Thorough Competitor Research

Research your competitors thoroughly. Understand the market landscape and what others are charging for similar products or services. Identify your unique selling points (USPs) that allow you to differentiate your pricing. This research helps you position your offerings competitively without underpricing or overpricing.

4. Evaluate Your Offerings

Assess the value-added aspects of your products or services. Consider where your offerings fall on the spectrum from cheap and no-frills to high-end premium. Can you create a range of products at different price points to cater to various segments of the market? This strategy can help you attract a broader customer base.

Revisit and Adjust Your Pricing Regularly

Market conditions and business circumstances are always changing. Regularly reviewing and adjusting your pricing ensures that you stay competitive and meet your customers' expectations. This proactive approach helps you maintain profitability and growth.

Additional Considerations

Understanding Customer Perception

How customers perceive your pricing can significantly impact your sales. If your prices are too low, customers might question the quality of your products. Conversely, if your prices are too high without justifiable reasons, you might drive potential customers away. Balancing perception with reality is key to effective pricing.

Value-Based Pricing

Value-based pricing involves setting prices based on the perceived value to the customer rather than the cost of production. This method requires a deep understanding of your customers' needs and how much they are willing to pay for the benefits your product or service provides. Value-based pricing can often lead to higher profit margins.

Psychological Pricing

Psychological pricing strategies, such as setting prices just below a round number (e.g., $9.99 instead of $10), can influence customers' buying decisions. This tactic can make prices seem lower than they actually are, potentially increasing sales.

Discounts and Promotions

Strategically use discounts and promotions to attract customers and boost sales. However, be careful not to rely too heavily on these tactics, as they can devalue your product and create an expectation for lower prices. Use them sparingly and strategically to drive short-term sales and customer acquisition.

Stay Ahead of the Game

Determining how much to charge for your products or services is a crucial aspect of running a successful business. By thoroughly understanding your costs, profit margins, market conditions, and customer perceptions, you can develop a pricing strategy that supports your business goals. Remember, pricing is not a one-time decision but an ongoing process that requires regular review and adjustment.

For more personalised assistance in developing a pricing strategy tailored to your business needs, contact us at First Class Accounts Ovens & Murray and Busy01 Consulting. We're here to help you navigate the complexities of pricing and achieve long-term business success.

Get strategy at the heart of your successful business

Putting strategy at the heart of your business activity should give you greater direction and focus and lead to stimulating, profitable opportunities. A well-thought-out strategy is crucial for navigating challenges and capitalising on opportunities.

Businesses that have clear objectives or goals, robust accountability, and a shared sense of purpose should always outperform those that just show up and go through the motions. This focused approach ensures that all efforts are aligned towards achieving common goals, thereby maximising efficiency and effectiveness.

The Importance of a Strategic Plan

Strategy lies at the heart of most successful businesses. 

To achieve this, you need to resource and execute with purpose. Unfortunately, few businesses have a strategic plan or a robust planning process. 

Changing this situation should be a top priority. A strategic plan not only provides a roadmap for your business but also helps in anticipating challenges and preparing for them.

Business Strategy Tips for Business Owners

To help you get started, here are two top tips for putting strategy at the heart of your business success.

1. Process Creates the Plan

Getting strategy at the heart of your success will require you to carve out some time, get a process started, and shake things up. There’s no better time to review and tweak your business model, future-proof compelling services, and get your strategic building blocks in place.

Just as every good strategy has key elements, every good plan needs a step-by-step process. In fact, the process is often just as important as the plan itself. 

A strategic planning retreat with your core team is a great way to start the process – find a spot offsite to get the creative juices flowing such as a beach, a park, or a vineyard, and set an agenda.

2. Key Elements of an Effective Strategy

The key elements in a good strategy normally incorporate:

• Vision: This is a statement that identifies what a company would like to achieve or accomplish. A clear vision provides direction and inspiration, helping to align all members of the organisation towards common goals.

• Values: These are the fundamental beliefs upon which your business and its behaviour are based. They are the guiding principles that your business uses to manage its internal affairs as well as its relationship with customers. Strong values build a solid foundation for organisational culture and decision-making.

• Objectives: These should be SMART (specific, measurable, achievable, realistic, and timebound). Having both short-term and long-term objectives ensures that your business stays on track and can measure its progress effectively.

• KPIs: Key Performance Indicators are measurable values that demonstrate how effectively a company is achieving key business objectives. KPIs help in monitoring performance and making informed decisions.

• Actions: These outline what needs to be done to meet the objectives. Make this simple and clear to ensure that all team members understand their roles and responsibilities.

• Owners: Delegating tasks to specific owners ensures follow-through and accountability. Assigning ownership of tasks helps in tracking progress and maintaining responsibility.

• Deadlines: Setting deadlines for when your actions will be complete ensures you make progress. Deadlines provide a sense of urgency and help in prioritising tasks.

It doesn’t need to be much more complicated than that, but do invest the time and effort in doing this right. 

A proactive, value-add strategic model will need fresh thinking, debate, research, and open conversations. Enjoy and embrace the process, and you should end up with a good outcome.

Implementing Your Strategy

Implementing a strategic plan requires commitment and consistent effort. Here are some additional steps to ensure successful implementation:

• Communication: Clearly communicate the strategy to all members of the organisation. Ensure everyone understands their role in achieving the strategic objectives.

• Monitoring and Evaluation: Regularly monitor progress against the set objectives and KPIs. Evaluate the effectiveness of your strategy and make adjustments as necessary.

• Flexibility: Be prepared to adapt your strategy in response to changes in the business environment. Flexibility is key to maintaining relevance and achieving long-term success.

• Continuous Improvement: Foster a culture of continuous improvement within your organisation. Encourage feedback and use it to refine your strategy and processes.

Seeking Professional Guidance

Great planning requires a guide, facilitator, and/or professional expertise to be as robust as possible. We can help your business and guide you through the steps. Professional guidance can provide valuable insights and ensure that your strategic plan is comprehensive and effective.

Putting strategy at the heart of your business activity should not only give your business greater direction and focus but also lead to stimulating, profitable opportunities. 

It’s time to get started on creating a strategic plan that will drive your business towards long-term success. By following these steps and seeking professional assistance when needed, you can build a solid foundation for your business and achieve your strategic goals.

Talk to us about how we can support your business strategy and help you achieve your objectives. 

Getting ready to exit your business

Selling your business is a significant milestone that requires careful planning and strategic preparation. 

To ensure you get the best possible return on your investment, it's crucial to have a solid exit strategy in place. At First Class Accounts Ovens & Murray and Busy01 Consulting, we specialise in helping business owners develop and implement effective exit plans.

When you sell up, you want your business to have as much inherent value as possible – so you get a good price, a great return on your investment and the best possible payout.

So, how do you take yourself ‘out of the business’ as the founder, add the best value and set up an effective and financially beneficial exit strategy?

Exit your business - add value to your company

Whether the goal of your five-year plan is an acquisition by a larger corporate, or selling your share of the company to a chosen successor, it’s critically important to focus on adding value.

The more attractive the business looks in the market, the better the price you’ll achieve, or the better the yield you’ll see on selling your company shares.

To drive that value:

Work on the business, not in it

Working on the business means you’re no longer a fundamental part of the day-to-day operations and can focus on the higher-level strategic elements. 

This means building a strong management team and delegating responsibilities effectively. It also involves creating systems and processes that allow the business to run smoothly without your constant involvement. 

By doing this, you enhance the business's attractiveness to potential buyers, who will see a well-organised, self-sufficient operation.

Invest in adding value

Keep profits in the business, reduce your personal drawings, and plough that money back into growth and investment. This might include upgrading equipment, expanding your product line, improving your online presence, or enhancing customer service. 

By continuously reinvesting in your business, you not only boost its current value but also make it more attractive to potential buyers.

Improve your financial health

By taking control of your finances and building a strong balance sheet, positive cash flow, and attractive profit forecasts, you make your business more appealing to buyers. 

This includes maintaining accurate and up-to-date financial records, managing debt effectively, and ensuring that your financial statements reflect the true value of your business. 

A business with healthy finances is more likely to attract serious buyers and command a higher sale price.

Have a proper exit strategy

Develop a plan that has agreed targets, so you can track and measure whether goals are hit, and a strategy your team can get behind. 

Your exit strategy should include identifying potential buyers, understanding the market value of your business, and setting a timeline for the sale. It’s also crucial to consider the tax implications of selling your business and to plan accordingly to maximise your post-sale benefits. 

Make sure your team is aligned with this plan to ensure a smooth transition.

Talk to us about exiting your business

If you’re looking to sell up, you need a plan. Come and talk to us about creating a workable exit strategy, with a clear focus on driving value and delivering a solid return on your investment.

Get in touch to build your exit strategy.

Selling your business is a major decision that requires careful planning and expert advice. At First Class Accounts Ovens & Murray and Busy01 Consulting, we are here to help you every step of the way. Contact us today to discuss how we can assist you in creating a comprehensive exit strategy that ensures you get the best possible return on your investment.

Top 8 things to outsource in your business

Scaling your business requires a strategic shift from being deeply involved in every task to focusing on high-level planning and growth. To achieve this, you need to spend more time working on your business rather than in it.

This means dedicating your energy to strategic initiatives that drive growth, innovation, and long-term success. However, the day-to-day operational tasks can often consume a significant portion of your time, making it challenging to focus on bigger goals.

Finding ways to leverage your time effectively is critical, and one of the best strategies to achieve this is through outsourcing. Outsourcing allows you to delegate tasks that are either not within your core skill set or those that you simply do not enjoy. By doing so, you free up valuable time to concentrate on areas where you can add the most value.

Outsourcing these tasks to professionals can enhance the quality and efficiency of your operations, ensuring that critical functions are handled expertly.

Things you should consider outsourcing in your business:

1. Payroll

Managing payroll involves complex calculations, tax withholdings, and compliance with regulations. Mistakes can lead to hefty fines and unhappy employees.

Outsourcing payroll ensures accuracy, saves you time, and can even reduce costs. While utilising a payroll product is a great option, a professional payroll service will handle everything from wage calculations to tax filings, allowing you to focus on your core business activities.

First Class Accounts Ovens & Murray can help: We offer comprehensive payroll services that ensure your payroll is handled accurately and efficiently. 

2. Bookkeeping

Do bookkeeping tasks often infiltrate your evenings or weekends? Does the stress of these tasks piling up occupy your mind?

Bookkeeping is essential but can be time-consuming and stressful, especially if it spills into your personal time. By outsourcing your bookkeeping, you not only save time but also gain peace of mind knowing that your financial records are up-to-date and accurate.

At First Class Accounts Ovens & Murray, our bookkeeping services are designed to take the load off your shoulders, providing you with accurate and timely financial information. Let us handle your bookkeeping so you can focus on growing your business. Get in touch with us today to find out more.

3. Virtual CFO

Budgeting and forecasting are crucial for any business but can be challenging without the right expertise. A virtual CFO specialises in these areas, providing detailed budget analysis and accurate financial forecasts that help you plan for the future. They offer strategic insights, monitor your financial health, and identify opportunities for growth, ensuring you make informed decisions.

At First Class Accounts Ovens & Murray we offer comprehensive budgeting and forecasting services to help you plan effectively and make strategic decisions. We use cutting-edge software like Futrli to provide you with clear, actionable financial insights. Contact us today to learn how we can support your business growth.

4. Digital Marketing

From your content strategy to your social media accounts, if this is not a strength of yours, outsource it! There are many freelancers who have multiple clients at this level, who’ll likely be more knowledgeable regarding SEO and much more effective and efficient in general.

5. Graphic Design

Your brand is a key reflection of your product offering. If you don’t have the skill, software and time to do this well, you’ll potentially damage your brand.

6. Scheduling and administrative tasks

A Virtual Assistant can help you manage anything from your appointments to flights, emails and beyond (virtually anything admin). At a lower level, consider adopting software that’ll automate or minimise processes, such as self-booking appointment apps where your clients can schedule a meeting with you, e.g. Calendly.

7. Customer feedback

Many businesses miss this valuable opportunity to connect with customers and improve their experience. A Virtual Assistant can help, but there are also apps (such as Ask Nicely) that automate the process of asking for feedback; directing happy responses to leave you Google reviews and negative responses back to you to quickly resolve!

8. Inventory management

Too much stock can cause cashflow issues and affect sales price (due to resulting discounting), but not enough equals lost sales. Outsourcing inventory management can help you minimise stock-carrying costs and allow you to focus on more important things.

While outsourcing takes a little bit of setting up, it’s worth the short-lived pain for massive gain. We don’t have to be jacks of all trades. In fact, this thinking often leads to begrudgingly doing many things poorly rather than doing a few things really well – and enjoying doing them.

Tempted to start outsourcing some of your tasks to free up your time? We can help by taking the first three roles off your hands! We work with a number of our clients in this way, allowing them to focus on what they do best.

Work to your strengths, outsource the rest! Need help? Get in touch.

Review your expenses - and save yourself money

Running a business will always mean incurring certain expenses or 'spend'.

Whether you’re a large family business or a small fledgling startup, there will be costs, overheads and supplier bills that mount up – and these expenses will gradually chip away at your cash position, making it more difficult to grow and make a profit.

So, what can you do to reduce your spend levels? And what impact will this have on your overall margins, profits and ability to fund the next stage in your business journey?

Getting proactive with your spend management

Spend management is all about getting in control of your expenses – and, where possible, aiming to reduce the level of costs and overheads that you incur as a company.

Why does this matter? 

Well, excessive spending eats into your cash flow, reduces your profit margins and stops you from achieving the profits that you’re capable of as a business.

So if you can get proactive with your spend management, you can actually make your company a far more financially productive enterprise – and that’s great for your overall business health.

So, what can you do to reduce spend and slim down your company expenses?

Here are some key ways to reduce expenses:

Reduce your overheads

Your overheads are the unavoidable costs of running your business, producing your products or supplying your services.

If you have bricks and mortar premises, these overheads will include rental payments, utility bills and even the cost of paying your staff.

Drill down into the numbers and see where there are opportunities to reduce these overhead costs. That could mean moving to smaller premises, or reducing the size of your workforce, to reduce payroll expenditure.

Put limits on staff expenses

If your employees can claim expenses, or buy raw materials and equipment with the company’s money, these costs can soon start to rack up. It’s a good idea to put a spending limit in place, so each staff member can only spend up to an agreed amount.

Having a clear expenses policy helps, as will training up your staff in good spend management techniques. Expenses cards – such as Webexpenses, Soldo or Pleo – allow you to quickly set spend limits, track expenses and pull your expenses data through to your cloud accounting platform for processing.

Look for cheaper suppliers

If you can reduce your supplier costs, this will go a long way to bringing down your overall spend.

If you’ve been with certain key suppliers for years, look around for new quotes, look at current market prices and see if you can negotiate better deals. And if your old suppliers aren’t flexible enough, try swapping to newer, more eager suppliers who will be willing to meet you in the middle on price.

Make your operations leaner

The bigger your operational costs are, the less margin you’ll make on your end products and services.

One way to resolve this is to aim for a ‘lean approach’, paring back your staff, resources and operational complexity to the bare minimum.

By making the business as lean as possible, whilst still delivering the same output, you keep your revenue stable, but reduce the spend level that’s eating into your cost of goods sold (COGS). The smaller your COGS, the more profit you make on each unit or sale – and that means better cash flow, more working capital and bigger profits.

Talk to us about improving your spend management

If you’d like to get in control of your expenses, we’d love to chat.

We’ll review your current costs, run forecasting, and help highlight the key areas where expenses can be cut. Then we’ll help you formulate a proactive spend management programme, to reduce your unnecessary spending.

Keeping your cashflow strong in tough times

Small businesses are particularly vulnerable in tough economic times.

When sales are slow, there are still overheads and salaries that need to be sorted.

At First Class Accounts Ovens and Murray, we understand that the key to staying afloat and continuing to thrive during this time is pre-planning and forward thinking.

Here are some tips to help your business thrive in these difficult times:

Get a clear picture of your payroll and planned expenses

It's important to have a detailed understanding of your business's expenses so that you can plan for any potential shortfalls.

Make sure you have a clear picture of your payroll, and any other planned expenses that will need to be accounted for. If there’s even a possibility that there could be a shortfall, it’s essential to meet this head-on.

By forecasting and budgeting meticulously, you'll be able to better understand how you're placed to weather financial strains if or when they arise.

Invoice early

Sending invoices as soon as possible and in advance can help you receive payments sooner. By proactively billing your clients or customers, you increase the chances of receiving payment promptly. Offering a retainer or similar deal to regular clients or customers can also encourage them to book services or make purchases in advance, providing you with a cash flow boost.

Chase payment 

It's essential to follow up on any outstanding payments during tough times. Maintain strong communication with your clients and proactively remind them about their unpaid invoices. By initiating conversations and expressing the importance of timely payment, you can encourage clients to settle their dues promptly. Read 6 secrets to getting prompt payment here.

Talk to suppliers

A little honesty can go a long way. Being honest with your suppliers about your financial situation can lead to more flexible arrangements. Openly communicate with them and explore the possibility of extending a line of credit or negotiating alternative payment terms. Suppliers who value an ongoing business relationship may be willing to work with you to find mutually beneficial solutions.

Review Inventory

Evaluating your inventory can help identify potential cost-saving measures. Look for local suppliers who may offer cheaper alternatives, reducing shipping costs. Additionally, consider discussing alternative products with your suppliers that could help you lower expenses without compromising the quality or value you offer to your customers.

Review your costs

It’s also a good idea to do a general review of expenses. Business costs can creep up, and it’s a great idea to make a time to check on your expenses regularly, no matter what your financial situation. Review all of your regular payments and subscriptions as well as upcoming costs. There may be travel, functions or purchases which you can decide on an alternative approach to.

Talk to the bank or tax department

If you're experiencing tight cash flow, it's important to initiate early conversations with your bank and tax department. By discussing your situation, you can explore available options for financial assistance, such as credit facilities or tax payment extensions. Proactive communication allows you to put necessary arrangements in place and ensures you have the support needed to navigate challenging times.

Need help? 

We can help you implement strategies to protect your business for the long terms and help you alleviate cashflow worries.  Get in touch.

Key numbers to focus on in your business now

As a business owner, it’s always been helpful to have an understanding of accounting – but in the world today, it’s never been more important to have a good grasp on your finances.

With the business world irreparably changed by the impact of coronavirus, the war on Ukraine, and rising inflation, your business is facing a ‘new normal’. Priorities have changed, customer behaviours have mutated and revenue streams have had to evolve and pivot in order to create a viable post-lockdown business model.

To track, monitor and drive your financial performance in this new business world, it’s increasingly important to have a handle on your key financial reports and metrics.

Getting to grips with your financial reports

Whereas in the past, extra cash in the business may have been seen as a surplus that needed to be spent on something, the past three years have shown us that having these reserves is vitally important for the survival and long-term health of businesses.

To truly be in control of this cash, it’s vital that you can dip into your accounts, financial reports and dashboards and ‘see the genuine story’ behind your financial position.

So, what are the key reports to focus on? Let’s take a look:

Budget 

Your budget is the financial plan that's tied in with your strategic plan. In essence, the budget is your approximation of the money it will take to attain your key strategic goals, and the revenue (income) and profits you hope to make during this period. It’s a benchmark you can use to measure your actuals (historic numbers) against, allowing you to see the variances, gaps and missed targets over a given period.

Cashflow Statement 

A cashflow statement shows the flow of money into and out of your business.

Understanding these cash inflows and outflows in detail allows you to manage this ongoing process, allowing you to aim for a ‘positive cashflow position’ – where inflows outweigh outflows.

In your ideal positive scenario, you have enough liquid cash in the business to cover your costs, fund your operations and generate a profit.

Cashflow Forecast

Forecasting allows you to take your historic cash numbers and project them forward in time.

As such, you can see where the cashflow holes may appear weeks, or even months, in advance. This gives you time to take action, whether it’s increasing your income stream, reducing your underlying costs, chasing up unpaid invoices (aged debt) or going to lenders for additional funding.

Balance Sheet 

Your balance sheet shows you your company’s assets, liabilities and equity at a given point in time.

In a nutshell, it’s a snapshot of what your business owns (your assets), what you owe to other people (your liabilities) and what money and profits you currently have invested in the company (your equity).

Your balance sheet is useful for seeing what stock and equipment your business owns, how much debt (liabilities) you’ve worked up and what your company is actually worth. This is all incredibly useful information to have at your fingertips when making big business decisions.

Profit & Loss

Your profit and loss report - often referred to as your P&L. Your P&L gives you an overview of the company’s revenues, costs and expenses over a given historic period of time.

Whereas the balance sheet is a snapshot, your P&L is more like a moving video. It shows you how your finances are progressing by demonstrating how revenue is coming in and costs/expenses are going out (rather than cash coming in and going out, as you see in your cashflow statement and cashflow forecasts).

There is a range of software and apps that you can use to generate the above reports. For example Xero. 

Talk to us about software and apps to help you with the financial reporting and forecasting for your business

Strategic Alliances: the benefits of working together

Your business may compete head-to-head with a number of other companies, but this doesn’t mean you have to treat ALL other businesses as if they are the competition. In fact, there are real benefits in creating strategic alliances with other like-minded organisations.

When you look at the wider marketplace, you’ll see that there are businesses out there that may well compliment your offering. And by working together (rather than against each other) it’s possible to become valued strategic partners. Collaborating to serve your joint customers, improve brand awareness and, ultimately, expand your target market.

If this sounds like a positive strategy, now’s the time to do your homework and start hunting down the best strategic partners for your business.

Working to serve a shared customer base

Strategic alliances are all about finding the common ground between you and your intended partner. This means finding the best ways to combine your efforts.

If you can share the same customer audience, and create a complementary way of meeting their needs, that creates a broader, more connected way of growing both companies.

Finding a company that’s interested in forming a strategic alliance

Find partners in complementary sectors

If you’re an professional services business, like us, it makes sense to partner with solicitors, lawyers, accountants, marketers, and other professional services providers who can help your clients.

If you're a manufacturer, find a shared audience or customer need, and to create some real synergy between your two businesses. For example, if you're a maker of shoes it makes sense to partner with a clothing manufacturer that shares your same sense of style and purpose. 

Take part in business networking and events

To get a wider understanding of your local, or industry specific, business network, it’s worth taking part in plenty of online and offline business events. You’ll meet new people, hear about new brands and will find it easier to find your ideal strategic partner. The wider your business network, the more choices you have for an alliance.

Look at crossover between your target audiences

Once you’ve found a potential strategic partner, it’s important to take a detailed look at the crossover between your partner’s audience and your audience. Do they shop through the same channels? Do they fit a certain age group or social demographic? Are these customers local? Or are they part of a national or global online customer base? How large is their database?

Cross-reference your customer databases

By sharing and comparing your client relationship management (CRM) data, you can cross-reference both sets of customer data. Then see where there’s overlap, or where you may already share some of the same customers. The better you understand each other’s customers, the more likely it is that you’ll find some common ground for shared marketing and promotion.

Run joint events and promotions

Present joint webinars with your strategic partner, or run joint promotions. By finding a common theme, you bring both audiences together and reinforce the alliance between your two brands. You also reduce the expenditure by sharing the costs and reach a wider audience.

Combine your R&D efforts

To move your alliance forward, you can also try combining your research and development (R&D) activity. Find new products, new services and new ways of keeping your joint customers happy. By sharing the time, costs and effort of developing new offerings, both companies will benefit. And you keep your businesses at the cutting edge of their respective sectors or specialisms.

Strategic alliances are all about finding the common ground. If you share the same customer audience and create a complementary way of meeting their needs, you can significantly expand your target market.