617. Sri Kaza, Unconvention: A Small Business Strategy Guide

Show Notes:

Sri Kaza is a former McKinsey partner and the author of Unconvention, A Small Business Strategy Guide. Sri explains why he left McKinsey after nearly a decade of working with large corporations, to start working with small businesses. Around 12 years ago he decided to pursue entrepreneurship and independence. He worked for Tor Hagen at Viking Cruises, who was a former McKinsey partner, and Sri was impressed by Tor’s ability to allow his vision to take risks and drive decision-making. This inspired Sri to look more broadly at entrepreneurship.

The Tax Credit Company

After working with Hagen, Sri joined a new entrepreneurial venture, the Tax Credit Co., which focused on small businesses with less than 100 or 500 employees. His focus was operationalizing their work opportunity tax credit business, helping them access the government credits they simply were not aware of.  Sri’s company spent a significant amount of time and money acquiring customers, focusing on providing value and helping them navigate the complex world of tax credits.

Explaining The Work Opportunity Tax Credit

Sri explains how The Work Opportunity Tax Credit, which allows small businesses to claim tax credits up to 2000 dollars for hiring individuals on government assistance or from unique districts with socio-economic issues. Sri talks about the scale of tax credit opportunities available as well as the potential for fraud and exploitation. To build a scalable back end, Sri drew from his McKinsey experience and suggests thinking about the business from the perspective of the small business owner and providing guidance on where the big problems are.

Small Business Lending 

Sri shared examples from his most recent role as CEO of ForwardLine Financial, a small business lender about being informative and helping businesses research their problems. This approach helped both the small business clients and Sri’s company scale up well; but many of their clients’ business faced challenges during the COVID pandemic and a third of their customers did not survive the pandemic. Sri then developed a framework for building business cases and understanding the strategies of small firms, helping them apply funds and succeed. It was this experience that inspired the concept of his book.

Agility and Speed of Decision-Making

Incorporating agility and speed of decision making into a small business framework is crucial for success. Small business owners have the advantage of knowing their customers day-to-day and making decisions quickly. This is different from CEOs of big companies, who have to make decisions based on government restrictions. Sri explains that, during the post-COVID period, many businesses didn't wait to set up their standards for their in-store experience. They adjusted their offerings based on customer preferences, even in states with more freedom. For example, in Florida and Texas, businesses with a large number of operations struggled and saw higher revenue declines on average than some California cities. Business owners in these states didn't wait for the government to dictate their practices, but instead understood their customers' concerns and did their own research. This allowed them to make decisions quickly and reflect their customers' preferences, which helped them stay in better shape than chains that were waiting for national rules.

The Importance of Purpose and Pride for Small Businesses

Sri discusses the concept of purpose in small businesses, comparing it to the concept of Shokunin, or craftsmanship. Sri talks about  his time in Japan and what he learned from small businesses there. He found that these businesses focused on their craft rather than profit or growth. He later realized that purpose allows individuals to choose their return on investment and pursue their passions. Individuals often leave consulting to pursue independence, not to make more money. They value the freedoms they gain from doing so. When making decisions, it's crucial not to compromise on their purpose, as it's powerful and doesn't have to follow the path of larger corporations.

Pricing for Small Businesses

Sri discusses the concept of raising prices for small businesses, which can be a challenge. He explains that there is more to understanding customer value than just price, and that small businesses should be conscious of the benefits they are sharing. He suggests that small businesses should not solely focus on profit but also on what they are trying to accomplish. He lays out pricing principles in his book to help small businesses understand how to calculate pricing and be conscious of the driving factors behind it that may not simply be profit. 

Plans for the Future

Sri's personal plans for his book include becoming a coach or consultant to small businesses, launching a nonprofit foundation, and having an impact on 30 million entrepreneurs in the country. He believes that these entrepreneurs are challenged and need advice from people who have practical experience. He plans to create a nonprofit foundation and help build tools and reach a wider distribution.

Timestamps:

02:15: Sri Kaza's Background and Entrepreneurial Journey 

03:52: Challenges and Successes in Small Business Consulting 

08:02: The Concept of Underdog Principles 

22:40: Purpose and Craftsmanship in Small Businesses

26:27: Agility and Speed in Small Business Decision-Making 

27:03: Value and Pricing in Small Businesses

28:42: Future Plans and Impact of the Book 

Links:

Website:https://sri-kaza.com

Gift for Unleashed Listeners: https://sri-kaza.com/media/unleashed

Substack: https://substack.com/@srikaza?utm_source=global-search

The Book: https://www.amazon.com/Unconvention-Small-Business-Strategy-Guide-ebook/dp/B0FM41LNWX?ref_=ast_author_mpb

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