DAVID vs. GOLIATH: A NEW WAY TO THINK ABOUT BEING A SMALL BUSINESS

The tale of David and Goliath is a biblical tale with which most people are familiar. The story of David and Goliath centre’s on a shepherd boy confronting a giant named Goliath on a battle field armed with only a slingshot to defend himself. Against all odds and against adversity David manages to slay Goliath with a stone that is carefully targeted towards Goliath’s forehead and then finishes him of with a sword.




On Saturday 6th November 11, 2009 a modern day version of David and Goliath was replayed in a boxing ring. Londoner David Haye triumphed over Russian Nikolai Valuev to win the WBA heavyweight belt. A considerable difference in stature and boxing style set the two contenders apart – even so the significantly smaller Londoner emerged as the winner.



It is not uncommon for many small businesses to find themselves in David’s shoes. That is facing competitors that are more than twice their size. There is a constant battle to find ways to grow and develop against competitors that appear to be in a totally different league. Battling with larger competitors is a familiar everyday scenario for small business owners.



Many of the growth options that are available to larger businesses are neither practical nor appropriate for smaller businesses. Growth tactics and strategies therefore become vitally important for small business owners. Some of the objectives of a small business owner are to:



To increase market share

Increase profitability

Reduce costs

Create repeat business

Attract new business

Maintain quality

What Can Small Businesses Learn From The David & Goliath Story?



The other side of the coin reveals that not everyone ‘roots’ for the underdog. There are consumers who will naturally choose the larger more well known competitor. Many of the reasons are based on perceptions relating to quality, price and after sales service. It is therefore essential for small business owners to give customers a reason to use their services or buy their products.



The more successful your business becomes the more competition that your business will face. Each new contender will bring new challenges and a desire to exploit your weaknesses. Just as in the world of boxing, there will be competitors that analyse your business in order to acquire business intelligence that they may use against you. In other words David has now been transformed into the new Goliath. Maintaining and managing the position of Goliath brings with it its own challenges.



In the world of business David vs. Goliath is not always as dramatic or as well publicised as the recent boxing bout or as the original story. The story does however, offer encouragement and opportunities for small businesses to learn. The story has been retold many times in the business world. There are numerous examples of small businesses that have flourished and achieved considerable growth against all odds.



If you run a small business and are struggling to find a suitable accountant or business advisor to help why not consider calling WS Accountancy today.