Head & Shoulders
Updated: Aug 7
Mastering the Shoulder Season: A Game Changer for Year-Round Growth
In the cyclical ebb and flow of business, enterprises often experience peaks and valleys – also known as 'Head' and 'Shoulder' seasons. The term 'head' refers to the peak season when dealing with an influx of customers is almost second nature, while the 'shoulder' denotes slower periods of lesser business activity. Many businesses, especially niche and seasonal ones, easily sell out during peak seasons, but the real challenge – and indeed opportunity - lies in optimizing the shoulder season.
Take, for instance, the window cleaning business. Spring and fall, which I often liken to the 'head', reflect high demand periods when bookings come easy and business is booming. However, in the quieter months - the 'shoulder' season - bookings tend to drop. Rather than succumbing to the seasonal tide, businesses should view the shoulder season as an opportunity for sustainable growth.
One successful strategy we implemented in the past to manoeuvre this season included exclusivity to customers who committed to a minimum of four cleans a year. This approach not only assured us of sustainable clients, but it also drove our revenue upwards during off-peak periods. The result? A stable, year-round business, breaking away from the cyclical limitations that has been in business for over 35 years and continues to be the largest in our city.
Presently, in our new venture – a destination real-estate investment business, we are leveraging digital marketplaces to augment our shoulder season returns. Enter, Bunking.com. Bunking.com is a marketplace that connects businesses with potential customers based on shared interests. This platform has provided an innovative way for us to bridge the off-peak gap. By putting our properties on Bunking.com, we've found a novel artery to a market of potential clients interested in short-term rentals or different getaway experiences during traditional off-peak months.
The importance of managing both the head and shoulder seasons is essential in maintaining a balanced, profitable business model. While the head season is naturally productive, the shoulder season demands creativity, strategic planning, and a perceptive understanding of the market's quirks. By shifting perspective and seeing the shoulder season not as a challenge, but as an opportunity, businesses can pave the way towards consistent year-round success.
In closing, as we navigate through the highs and lows of head and shoulder seasons, let's remember the two key takeaways: maintain reliability in operations during peak periods, and elevate creativity in business strategies during slower ones. Both seasons have unique roles but, the art of business lies in knowing how to maximize profits in each. Embrace the shoulder season and let it guide you to a more dynamic, more resilient, and more successful business.