The internet contains a wealth of information, but also contains even more erroneous disinformation which often leads to confusion and unnecessary challenges for both people looking for solutions, and people or organizations providing those solutions. It was Mellissah’s article “What Entrepreneurs of Growing Companies Know that You Don't” that got me thinking about the importance in getting the facts about any company before coming to a conclusion and action. That requires doing a little digging into reliable and substantiated resources rather than from self-serving deceivers and charlatans who’s only interest is in their own arrogant self-satisfaction, not the public’s interest who reads their bunkum. At the same time, Mellissah’s article sets the stage for doing a little parallel analysis between what she sees from successful growing companies and what MA has implemented over the years. To set the stage, allow me to share two undeniable truths about MA:
2) Market America has generated $5.3 billion in sales and has paid out over $2.9 billion back out to UnFranchise® owners. This is the highest percentage payout of any home based company that is over 10 years old.
Both of the above are substantiated facts about the company from reliable 3rd party sources. My entire career as an analyst and researcher taught me valuable skills, one which I have found to be crucially important is in being able to find and have all the facts before making any decision, especially decisions that could be career enhancing ones. The reason this is so important was revealed at the beginning of this article; it’s too easy to search for something and get disinformation about anyone, or any company. It takes work to get to the truth and if one does just a little bit of research, they will find ample information about Market America that shows the company to be a stellar and reliable company to get behind and to work with which leads me to the main purpose of this article.
For any company to have that kind of success, there must be an incredible infrastructure supporting it… and for that to occur, the people making up that infrastructure have to be, simply put, well organized and able to work cohesively together. There cannot be any prima donnas at any level to ensure a solid and cohesive infrastructure. Mellissah’s article hit those important points perfectly, but honestly, Market America does go above and beyond what is found in Mellissah’s post. I thought it would be of value and an interesting insight to use Mellissah’s marketing experience and analysis in her article to compare with what makes up this seemingly inimitable company so many others have tried unsuccessfully to replicate.
In Mellissah’s article “What Entrepreneurs of Growing Companies Know that You Don't”, she talks about Verne Harnish’s “Mastering the Rockefeller Habits”, specifically “…three barriers to growth common among all growing firms: the need for the executive team to grow as leaders in their abilities to delegate and predict; the need for systems and structures to handle the complexity that comes with growth; and the need to navigate the increasingly tricky market dynamics that mark arrival in a larger marketplace.” If nothing else, the team behind the helm at Market America seem to be well versed in these areas. Let’s look at each one:
1) The need for the executive team to grow as leaders in their abilities to delegate and predict.
In order for one to understand how MA has mastered this particularly important element of a successful company, we need to understand the company’s culture. For every successful person or company, it all starts with the “why”. Why one does what they do. Why does the company do what they do? Why is it important?When people understand the “why”, everything else makes sense and that is where it all begins. From there each UnFranchise owner learns how to develop their own micro executive team through education and duplication. Strong leaders are best developed in small groups which Mellissah explains thoroughly. Teaching the art of duplication is the key in developing a strong and solid team. A successful UnFranchise consists of many smaller UnFranchises built exactly the same way.
Leadership within UnFranchises is uniquely developed in the field from an established MA Business Model which cannot be taught at any college or in any other industry, business or company, and MA has an excellent reputation for training and developing those who wish to become leaders. A significant component in developing leadership is learning and implementing the art of delegating and empowering people; once again, this is accomplished through the efforts of duplication. It is part of the building process of all UnFranchise businesses. The model for the UnFranchise could almost be summed up by simply imagining that each UnFranchise owner basically operates their own Independent MA company. If you will, an entire field of “mini MA’s”… and that’s powerful!It’s from these leaders of successful UnFranchises that Market America identifies and draws upon to fill executive positions. What better way to build a successful business than by each executive member having a dog in the hunt? By UnFranchise owners having their own success on the line and that of their team, MA continues to be on top of their game! Not only is the executive team part of the important MA decision making process, they are also in the field constantly exposed to changes in the marketing environment on a “daily” bases. They have firsthand knowledge of what’s happening in the real world rather than relying on research from people not close to, or in the field. There is no replacement for firsthand experience, knowledge and understanding in all areas of relationships, technology and most importantly, the consumer’s wants and needs.
2) The need for systems and structures to handle the complexity that comes with growth.
At the very beginning, JR Ridinger had this vision where anyone could go to one place to search, compare, and shop for whatever they want or need – they should be in control. The mission and objective was to help keep costs down and make it more convenient for consumers to find and purchase anything they want, all in one location. In order for this to take place it requires the entire executive team and field to be in sync in order to implement JR’s vision, and via a uniquely organic feedback system, deliver continuous and timely updates to MA on what works and what doesn’t. This lends itself to a much more robust, intuitive and responsive adjustment process to ensure both the system and infrastructure operate at maximum efficiency.MA has always been known as the leader in technology development and trends as changes occur in consumer buying habits, as new research leads to better or newer products and services, and as marketing, social media trends, and technologies changes occur on the internet. Every aspect in this world of ever changing environments and consumer requirements is constantly evaluated in order to keep up with, or stay ahead of what is taking place in the real world… at all levels! A term that is consistently drilled into UnFranchise owners which is a crucial component to their success is Measure, Monitor, Adjust, and Control. Many company’s leave out the one crucial component “adjust” in their operational risk management process. Market America ensures everyone understands these key components in developing a successful UnFranchise.
3) The need to navigate the increasingly tricky market dynamics that mark arrival in a larger marketplace.
We already talked about how the executive team has a pulse on what’s going on in the field. That is one important ingredient in understanding the market dynamics. But having a highly knowledgeable and skilled Information Technology team of experts is also important. MA maintains some of the smartest and brightest in their field, at all levels making them one of the fastest growing retailers. Not only was MA ranked #57 Internet Retailer in the 2014 Top 100 Web Retails, but 2014 Mobile 500 named Market America the “Fastest Growing Mobile Commerce Retailer”."Market America (No. 250) is the fastest-growing merchant in the 2014 Mobile 500 with mobile commerce revenue that will grow nearly 600% to $7.4 million in 2013. Market America attributes its mobile growth to a vastly expanded product inventory and updated versions of its mobile app, which the company says accounts for about 20% of its mobile commerce sales."
Growth comes by not only being agile and having a keen sense of what is about to happen next and acting upon it, but by also keeping the field updated. How else can the field continue to be on the forefront of what’s going on and take advantage in order to better serve their customers? Every 6 months MA gets together with the field at their International Convention which is held in Greensboro, NC, and at their World Conference in Miami, FL. Market America shares with the field the latest trends, updates, and new technologies development. They provide training on what’s been implemented, education on the latest “consumer driven” products they introduce as well as insight on what the company is currently working on. In other words, every six months it’s as if the company is brand new for MA is always on top of the latest and greatest in technology and in what the consumer is demanding in products and services. MA’s focus is on Market Driven products and services… not bringing new unknown products or services that require selling. This is a product brokerage company. They bring products and services to the consumer based on their consumption and demand.
In conclusion
As you read through Mellissah’s article, each aspect covered by her is masterfully implemented at all levels within Market America and UnFranchises. Is there room for improvement? Of course… Like JR and other leaders in the company will tell you, the Model is perfect – it’s the people who implement the model that is not perfect. They will try to mess it up, they will try it their way, they will try to find shortcuts, but at the end of the day, those who stick with the model are successful. But with all that, and for each and every UnFranchise Owner out there, one thing that is consistent are UnFranchise owners enjoying being handsomely compensated on their efforts through a proven business model and system with continued quarters of growth – there is no limit as to how far one can go with Market America and an UnFranchise business.Mellissah Smith’s article should be read by everyone who is even thinking of going out on their own, either to start up their own company, or partnering up with any home based or direct selling business. A special focus should be on three sections in her article: “They need to delegate to others”, “Systems and Structures are imperative”, and “Data Drives Prediction and Watch the Market.”
There are so many things that all entrepreneurs need to learn, but mostly you can do so from those who have already become successful and are able to show you the road.
Reading books by authors that have not been successful is a waste of time. They may teach you about habits, but their only success may be selling books and that will have little relevance to your business. Google information if you want it to be something that is lacking in fact or experience, and always note, when interviewed, people only say what they think you want to hear or read, it may not necessarily be the case.Mellissah’s final statement above gives us a roadmap to follow. What I have learned about life is how great and easy it is to learn by doing rather than by reading. What sets Market America apart from all other companies is how thorough they are in educating UnFranchise Owners during the business building process. Each person is different and the UnFranchise business model allows for each person to customize their own business based upon that one and very important word… their “WHY”. I highly recommend anyone serious about moving forward in finding a business they would like to go into, to properly research the company or business before making a decision. It behooves everyone to do more than skim the surface of the World Wide Web for information. Anyone really committed to making a change in their lives needs to be equally committed in digging for the whole story… for getting the fact in order to get to the truth. That is was I did… I found out what sets Market America apart from all other company’s… whatever company you’re researching, make sure you do the same.
