Marketing Profs

When small businesses dream, they usually dream of becoming a bigger business. When you think about it, nearly every big business began as a small business. Nike's first sale came from the trunk of a car. Dell shipped its first custom-built computer from a college dorm room. And Starbucks began its life as a mom-and-pop coffee shop.

However, a bigger business doesn't always equate to a better business. At some point, big becomes bad. Big becomes a matter of being convenient rather than being unique (McDonald's). Big becomes a game of market share, not customer care (Wal-Mart). Big becomes ubiquitous (Microsoft).

It seems that by the time a small business gets big, it's time for it to act small again. Paradoxical? Yes. Impractical? No.

Countless businesses have managed to get bigger but still retain the semblance of smallness. They get bigger by acting smaller. In essence, these businesses are like jumbo shrimp—big, yet small.

How can your business can get bigger by acting smaller? You can start by following these five "Jumbo Shrimp Business Rules."

Rule #1. Be the best, not the biggest

Jumbo Shrimp businesses believe that getting to the next level is not necessarily about increasing sales or size—it's about becoming the best at what they do.

Cabela's (www.cabelas.com) personifies this business philosophy. What started as a micro-business selling hand-tied fishing flies has evolved into a macro-business generating over $2.0 billion in yearly sales.

The growth of Cabela's has been a result of striving to be the best hunting, fishing, and camping retailer rather than trying to be the biggest. Cabela's is so dedicated to being the best retailer of outdoor goods that company executives have gone on record as saying they do not intend to open more than 40 or so locations. Such discipline in prudently opening new locations will allow Cabela's to continue focusing on building bigger, better, and more unique stores.

Jumbo Shrimp Action Step: Focus efforts on being the best at whatever you do. Become recognized by your customers and by your industry as always delivering the best products, the best services, and the best customer experiences.

Rule #2. Love your business

Jumbo Shrimp companies begin more out of love than out of an opportunity to make money.

For the past five years, the movie theater industry has seen steep declines in box office sales. But the Alamo Drafthouse (www.drafthouse.com), a small movie theater chain based in Austin, TX, is bucking this trend. With its seven locations in Texas, the Alamo has experienced double-digit year-over-year sales growth since being founded in 1997. Sales last year eclipsed $25 million.

The root of Alamo's success is in its love of movies. The folks running the Alamo are movie buffs. They've created a concept that appeals to other film freaks and to movie-goers craving a more exciting and inspiring experience.