Should Your Business Consider a Four Day Workweek?

Should Your Business Consider a Four Day Workweek?One of the benefits of the global upheaval caused by the pandemic has been the willingness of many businesses to try out working arrangements – like remote work – that they would never have previously considered.  An idea that has started to get some attention (they even have a dedicated website spawned from a book) is a four day workweek.  This idea isn’t right for every business, but every business should at least examine the idea.

Historical Workweeks

In 1890, the US government estimated that a full-time worker in manufacturing worked an average of 100 hours a week.  By 1926 this started to change, but not due to great empathy for the working class, but because Henry Ford had instituted a 40-hour workweek at his factories, guessing (correctly) that this would give more leisure time to his workers who might then opt to buy cars that they could use in that off time.  Other companies and sectors followed suit, and thus we had a 40 hour workweek that some consider a “given” but is not even 100 years old.

So too whenever companies consider raising prices on a product, they examine how many customers they might lose at the new price point.  If that is financially counterbalanced by the number of customers who will stay on at the higher price point, then there’s at least some merit to make the change, just on a financial level.

So too, when considering a four day work week, the thinking cannot be to simply put 40 hours into four days, instead.  The thought has to be to reduce the expected number of working hours.  This obviously means an implied raise for both hourly and salaried workers.  What can employers expect to get for that investment?

Counterintuitive Improvements

One thing they can rightfully expect is a massive jump in productivity.  An oft-cited study is one done at Microsoft Japan, in 2019 (before the pandemic) in which productivity jumped 40% and employees took 25% fewer days off during the same time period.  It doesn’t take complicated mathematical modeling to prove that if you reduce your work week by 20% (going to a four day week) but get a 40% jump in productivity, you’ve realized a massive gain.  Even if your company were to only achieve half of Microsoft’s results, you’d still be at the same level of productivity across fewer days.

This correlates with the fact that of the ten most productive countries in the world (the US recently fell out of the top ten in several versions of that index) only two of them have average workweeks of more than 30 hours (Ireland and Switzerland).  While it is an accepted truth in the US that the greater the number of hours worked, the greater the productivity, the statistics simply don’t back that up.

The Microsoft Japan study is also particularly interesting given that it was conducted in a country that has an actual word – karoshi – for death by overwork.  It doesn’t take peer-reviewed studies to show what common sense would point to: a shorter work week means:

  • More help for parents who want to spend time with their children (which leads to a more balanced and diverse workforce)
  • A recruiting edge among new hires
  • A cost savings on utilities and energy for almost 10% of the year for companies that operate in-office (the same Microsoft study showed an electricity savings of 23% and showed printing down by almost 60%)

How to Evaluate If This is Right For Your Business

As we noted above, this isn’t right for every business, but every business should examine whether it might make sense for them.  Key questions to ask:

  • Do employees want it? (just because employees don’t ask for it doesn’t mean they wouldn’t be open to it)
  • What day of the week would it be? (Mondays and Fridays may be key days for your company, so those might not necessarily be the best days)
  • How would we test/implement it? (a trial period, as Microsoft Japan did, allows everyone to “try before they buy”)

Tips for Success

The companies that have successfully moved to a four day week consistently do the following:

  1. They limit the length and frequency of meetings (something even five day workweek companies would benefit from)
  2. They allow undisturbed “deep work” blocks for their team members
  3. They are smart about technology use (people aren’t expected to respond to emails sent at 9pm on Saturday night)

A reminder that this is a non-starter if you’re simply trying to compress 40 hours into four days instead of five.  Not only will this fail to produce the same effects of the studies cited above, but you’re likely to have a detrimental effect on your team.  You have to think the way that Henry Ford did: fewer hours at work means more hours of personal life, and those workers with more personal time tend to be more productive during the fewer hours of work time.  Even better, you can test this theory before committing to it as a permanent change for your company.

One of the most important assets in a business sale is your team.  If you’re wondering how to make sure they stay on during a transition, we’ve got some tips and ideas to help you with that.  Give us a call!

Case Study #55: Stats That Pay

Stats That PayCary Moretti never planned on starting a sports stats business.  He was working in IT and had helped a couple of his clients which were semi-pro hockey teams get a website up and running when they asked for help with keeping track of stats.  That “yes” turned into deals with other teams, then the league of those teams, then other leagues.  By the time he sold League Stat to industry leader Hockey Tech fifteen years later, he had 27 employees.

The Business Model

What’s fascinating is that Moretti started his business in the 1990s, before the Internet was what it has become in our lives and certainly before sports teams considered 24/7 fan access to real-time stats something worth investing in.  

Since the business started with one-off clients, Cary wasn’t actually sure about pricing.  He essentially guessed and scraped by, but as his first league deal came in, he realized he had to change how he priced.  He created two different services under the New Sport Media brand: League Stat, which provided software that allowed teams and leagues to enter in the relevant data and display it to anyone who wanted access, and Professional Services, which answered the “but we also want the software to do this” demands of individual teams.  Even though SaaS was in its very early days, Moretti knew he couldn’t add features to a core software offering just because one or more users wanted it.  

The pricing for each league was bespoke and varied based on, among other factors:

  • Touch points offered
  • Number of visitors
  • Number of teams tracked
  • Amount of data stored

The Right Fit

Moretti confesses that it took him four years to realize that certain calls he would get were people asking if he was open to an acquisition.  When that finally clicked, he zoned in on what really mattered to him: someone who was going to significantly grow what he had built.  That acquirer needed to have a lot of money to scale the business and to give it the attention it deserved.  

The eventual acquirer, Hockey Tech, gave him a starting offer of 1X annual topline revenue.  Cary traded deal points with them and worked up from that number, but eventually what resulted was a delayed sale: Cary would stay with the new company for a minimum of twelve months, would be on a contract with conditions that made him almost impossible to fire, and even had some equity in the new firm.  He simply needed to make sure the transition happened well and that the new business had what it needed as it grew and expanded.  After the twelve months passed, the deal would officially close and the cash would hit his account.

Lessons

Cary and his minority partner sold League Stat, but New Sports Media had to keep going, and the partner took over day-to-day there while Cary finished up his time at Hockey Tech.  As he looks back at all that happened, he has three major takeaways for business owners:

  1. Find a mentor.  There were so many times that Cary really had no idea what to do, and as a result, almost went bankrupt twice, despite having a service that customers enjoyed and wanted.  The right advice would have made a big difference for how the company grew and eventually got acquired.
  2. Ask yourself what you want.  While the money was nice, Cary was really motivated by seeing the possibility of watching his “baby” grow into something more than he could provide with his experience and capital.  That shaped the match with the acquirer.
  3. Tell the customer what they want.  By staying strict about what was the coreline offering of League Stat, but also creating the Professional Services arm of New Sports Media, Cary simultaneously stayed focused on a winning formula while saying “yes” to opportunity.  This can be more easily done with the right kind of partner, which Cary had.

Whether you are looking to buy or sell a business, it’s important to be clear on what it is you want out of the opportunity.  Money matters, but it can’t be the only reason.  Call us to share your thoughts; we’d love to chat with you.

Start with Why: What Business Buyers Should Ponder

What Business Buyers Should PonderIn the hundreds of articles we’ve written over the years, we are consistently asking questions.  We’ve posed questions that buyers should consider when they already have a business in mind.  We’ve also asked questions about business ownership in general, including the concepts of buying a business vs. buying a job and buying vs. building a business.  If you’ve watched various events unfold in the last two years and want to take more control of your destiny, business ownership is certainly one way to do that.  Here are four questions to ponder if you’re considering that first step towards entrepreneurship.

What Skills Do I Bring to the Table?

If you’ve owned a business in the past, you may remember what you did well.  But it’s also important to note what you struggled with.  How will you deal with that this time around?  Have you improved since then?  Will you hire someone to fill that gap?

If you’ve never owned a business, don’t get trapped by your job descriptions and what you currently do for work.  Take a look at your work history and see where you’ve excelled.  Ask colleagues who know you best to tell you the areas in which they consider you to be among the best they know.

What Support Do I Have?

Business ownership can be lonely and there will be nights you may be grinding through problems.  Who could you call to help you?  

What about your family?  Are they supportive of the possibility of business ownership?

What financial resources can I tap should the business get in trouble?

What Research Have I Done?

If you’re looking at a business in a field in which you have a lot of experience, what additional research have you done?  It’s important not to rely on what you already know, as you will have blind spots.

If you don’t have a particular field that you’re interested in, have you examined general business trends and opportunities to see what appeals to/resonates with you?

What Do I Want?

So many decisions have been taken off the table for so many people in the last two years as many have had to take a reactive approach to life decisions.

Business ownership is par excellence and a proactive life decision.  What is it that you truly want, not just in business ownership but in life?  How will running a business help you achieve that?  What kind of timeline do you want that to occur in?

Running a business can be hectic, and sometimes you’ll need to make decisions quickly.  That’s why you should relish the opportunity to ponder important questions without any pressure.

If you take the time to answer these questions in an in-depth manner, your first conversation with one of our team will be really productive!  Once you’ve got the answers to these jotted down, feel free to give us a call.

Rebrand or Brand Refresh?

Rebrand or Brand Refresh?One of the most important intangible assets that cannot be altered when you take your business to market is your brand.  Making sure that your brand has the right voice/look/feel is a process that takes months, then years.  That’s why those business owners who know they want to sell in the near future should examine whether their brand needs a refresh or a rebrand in order to add value when it comes time to finally list their business for sale.

Know the Differences

Refresh

A refresh is often thought of as a makeover or a new paint job.  This new look can include one or more of the following:

  • A different color palette
  • A new font
  • A new logo
  • A slogan update

All of these will lead to new marketing materials.  A brand refresh is generally not considered risky and will only involve moderate costs.

Rebrand

If a refresh is a new paint job, think of a rebrand as a complete tear-down and rebuild from the ground up.  All of the elements of a brand refresh are at play, but in all likelihood a logo is the minimum change that will happen.  The brand name itself doesn’t have to change, but in many cases it does.

While the ideal is to rebrand on your own terms, sometimes companies have to rebrand reactively, as in the cases of bad publicity or copyright/trademark infringement.

Why Make a Change?

The reasons for rebranding and refreshing often overlap.  They include:

  • A feeling of being outdated
  • A change in business strategy/growth in a new direction
  • A change in business audience
  • Growth in competition
  • Current marketing is stagnant
  • A lack of consistency with current branding

With mergers and acquisitions, often a rebrand is required so as not to confuse the pre-existing customers of the formerly independent companies.

Which to Choose?

The cost of time and money for a rebrand is significantly more than for a brand refresh.  Unlike with a refresh, with a rebrand you will need to go back and rebuild from scratch your:

  • Brand voice
  • Brand manifesto
  • Brand story

Whether you choose a rebrand or a refresh you will need to deliberate with your team and do your research.  What do other companies in your industry look like/have for slogans?  How will you stand apart?

More often than not, the arguments your team will make for “why change” will guide you as to whether you should do a brand refresh instead of a rebrand (and vice versa).

Brand Refresh Examples

Brand refresh examples happen with great velocity at tech companies and are most frequently recognized by users who see that a favorite app suddenly has a different appearance after a software update.  Examples include Paypal (new logo), Instagram (new color palette), and Uber (new font).   

Many app users are typically unfazed when they see a logo refresh, as they are trying to use a service, not contemplate the appropriateness of the design.  But as with a new hairstyle, with few exceptions, they often quickly get used to it as “normal.”

Rebranding Examples

Successful rebranding examples abound.  Years ago Old Spice, using a series of funny ads featuring Terry Crews, moved from being the staid brand that your father or grandfather used to being the choice of a new generation.  More recently Dunkin’ Donuts capitalized on the runaway success of its coffee to become simply Dunkin’.

A local Kansas City rebranding example that was both proactive but also dealt with trademark issues was Oklahoma Joe’s becoming Joe’s Kansas City.  The restaurant did a good job of explaining why the change occurred and nothing really changed business-wise (though people did keep calling it Oklahoma Joe’s for a while).

Another, more traumatic rebrand occurred some years ago when the then-Kansas City Wizards became Sporting Kansas City.  The new name reflected the aspirations of the owners to enter the global stage of soccer.  While the name caused plenty of resentment among the small hard core of Wizards fans, the rebranding brought in so many new fans that the protesting majority was drowned out, and before long, many didn’t even remember that the team was ever named anything else.

An example of a rebrand that was so traumatic that it only lasted 6 days after being shelved happened in 2010 when Gap spent $100M on a rebrand that was so poor that it was entirely rejected.  But a year later an even more disastrous rebrand was axed before it was even launched: Netflix’s launch of “Qwixster.”  The story was memorable enough to be turned into a case study at Yale.

Are you contemplating a brand refresh or entire rebrand?  We know great creatives who can help you.  Give us a call and we can connect you.