{"id":5452,"date":"2017-11-13T04:55:04","date_gmt":"2017-11-13T12:55:04","guid":{"rendered":"http:\/\/evergreensmallbusiness.com\/?p=5452"},"modified":"2017-10-27T10:33:09","modified_gmt":"2017-10-27T17:33:09","slug":"small-business-power-law-dynamics-secret-jacking-profitability","status":"publish","type":"post","link":"https:\/\/evergreensmallbusiness.com\/small-business-power-law-dynamics-secret-jacking-profitability\/","title":{"rendered":"Small Business Power Law Dynamics: \u00a0Secret to Jacking Profitability?"},"content":{"rendered":"

Peter Theil, in his provocative book Zero to One<\/cite>, talks about the power law dynamics you want to get \u201cgoing\u201d if you\u2019re an entrepreneur working in start-up venture.<\/p>\n

But can I suggest something? Power law dynamics can (and should) show up in small firms too.<\/p>\n

In fact, small business power law dynamics may just be the<\/em> secret to you jacking the profits of your venture.<\/p>\n

But let me give you the theory and then some real-life examples so you get what I’m rattling on about…<\/p>\n

Power Law Dynamics: A Definition and Generic Example<\/h2>\n

The power law dynamic refers to a situation where a change in some formula input<\/em> triggers a disproportionately big change in the formula output<\/em>.<\/p>\n

A simple example from the world of carpentry shows this visually.<\/p>\n

Say you have a square hole in a floor. If each side of the square measures 2 feet, covering this 2×2 foot square hole requires a chunk of plywood that measures 4 square feet. (The red square below shows this.)<\/p>\n

But what if you double the side of square to 4 feet? Now covering the hole requires 16 square feet of plywood. (The yellow square below shows this.)<\/p>\n

A doubling<\/strong> <\/em>of the \u201csize of side\u201d\u00a0input, therefore,\u00a0\u00a0quadruples<\/strong> <\/em>the formula result from 4 square feet to 16 square feet:<\/p>\n

\"Picture<\/a><\/p>\n

A quick side bar: The reason people call something like this a \u201cpower law\u201d is because there\u2019s an exponential expression that \u201craises some value to an Nth power.\u201d<\/p>\n

For example, you can express the plywood required to cover a square hole measuring two feet by two feet like this:<\/p>\n

22<\/sup><\/strong><\/p>\n

And then you can express the plywood required to cover a square foot measuring four feet by four feet like this:<\/p>\n

42<\/sup><\/strong><\/p>\n

See that superscript 2 that appears in both formulas? That\u2019s the two feet or the four feet being raised to the 2nd<\/sup> power.<\/p>\n

And now, you know what? You can just ignore this stuff about \u201cexponents\u201d and then also that gibberish about \u201cto the Nth power.\u201d<\/p>\n

We don\u2019t need to spend any more time on that.<\/p>\n

Instead you can focus on the core logic: a small change in some formula input can produce a big change in the formula result output.<\/p>\n

And here\u2019s where this gets really interesting in terms of small businesses and entrepreneurship\u2026<\/p>\n

Small Business Power Law Dynamics Real-life Example<\/h2>\n

I am absolutely sure that you and I, as small business owners, encounter small business power law dynamics all over the place.<\/p>\n

Let me tell you about three examples we’ve experienced in our little operation.<\/p>\n

Example #1 – Search Engine Ranking<\/strong><\/h3>\n

You may know this if you use your website to attract new customers, but your relative rank on a search engine results page hugely impacts the new customers you get.<\/p>\n

If you sit at the 8th<\/sup> spot on the search results list, for example, you might get 1 new customer a month.\u00a0If, however, you get a decent link from a reputable website (maybe a small weekly newspaper), you may move up to the 7th<\/sup> spot\u2026 and then you will maybe get 2 new customers a month.<\/p>\n

So, to summarize, every step up in rank your small business earns very possibly doubles<\/em> the number of customers you get. (The math really does work almost like this, for the record.) And that’s a power law dynamic.<\/p>\n

Example #2: e-Book Cover Design<\/strong><\/h3>\n

Let me share an example from a sideline business I run. For a shamefully long time we sold our do-it-yourself incorporation kits<\/a> with an incredibly amateurish “cover” that I whipped up myself using Microsoft Word.<\/p>\n

One week I finally got smart and paid a professional designer a couple hundred bucks to create covers that show the states’ flags as each ebook’s cover, as illustrated below.<\/p>\n

\"\"<\/a><\/p>\n

The new covers are nothing fancy as you can see. But people liked seeing their state’s flags. And they really were way better looking than the original covers,<\/p>\n

But here’s the really important point: Our sales doubled the very next day.<\/p>\n

I’ve mentioned this experience a few times. And sometimes folks laugh and laugh pointing out that of course<\/em> better packaging makes a difference, that of course<\/em> a professional designer does better graphic design than an amateur. I agree with all that.<\/p>\n

But that’s not really the insightful point,\u00a0 I submit.<\/p>\n

The insight is that a very economical modest change–you’ve surely heard the phrase “don’t judge a book by its cover” right?–immediately doubled sales. Immediately!<\/p>\n

Example #3: Small Revenue Changes Trigger Big Profit Improvements<\/strong><\/h3>\n

Let me give you one final example of where a relatively small change in an input triggers a surprisingly large change in an output.<\/p>\n

Let’s say you run a small business with $100,000 of revenue.\u00a0Further, say that your cost of goods sold for the stuff you sell equals 40% and that your fixed overhead equals $40,000.<\/p>\n

The simple profit and loss statement shown below gives your operating profits: about $20,000.<\/p>\n\n\n\n\n\n\n
Gross Revenue<\/td>\n$100,000<\/td>\n<\/tr>\n
Less: Cost of Goods<\/td>\n$40,000<\/td>\n<\/tr>\n
Less: Fixed Overhead<\/td>\n$40,000<\/td>\n<\/tr>\n
Net Income<\/td>\n$20,000<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

But what if you can bump your revenues by 10% but keep your fixed costs “fixed” at $40,000.<\/p>\n

In this case, because only your revenues and costs of goods sold increase by 10%, your profits rise to $26,000,\u00a0 as shown in the profit and loss statement below.<\/p>\n\n\n\n\n\n\n
Gross Revenue<\/td>\n$110,000<\/td>\n<\/tr>\n
Less: Cost of Goods<\/td>\n$44,000<\/td>\n<\/tr>\n
Less: Fixed Overhead<\/td>\n$40,000<\/td>\n<\/tr>\n
Net Income<\/td>\n$26,000<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Notice the small business power law dynamic here: A 10% bump in revenues triggers a 30% bump in profits. Wow.<\/p>\n

Again, a relatively minor change in a formula input triggers a surprisingly major change in the formula output.<\/p>\n

Three Quick Comments in Closing<\/h2>\n

To wrap up this discussion, three quick comments:<\/p>\n

    \n
  1. Surely the real-life formulas that accurately describe your or my business are too complicated to discover and then mathematically manipulate with precision. So what I propose we do is this: Let\u2019s just recognize that there\u2019s a power law dynamic to lots of the changes we can make. And that means small improvements, for example, may produce big changes in our profits.<\/li>\n
  2. A related important point. We need to be careful. Because power law dynamics work in both directions. You and I might inadvertently or carelessly change some input and then find the formula results dramatically decrease, too.<\/li>\n
  3. A tangential remark\u2026 The whole nature of small business power law dynamics suggests to me that seemingly-entrepreneurial activities like side hustles and part-time micro businesses don\u2019t really make sense\u2026\u00a0 As Peter Thiel discusses in his book, you want in a small business to actively search out all of the power law type opportunities that exist\u2014and then exploit them. Another way to say the same thing? You need to go big.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Peter Theil, in his provocative book Zero to One, talks about the power law dynamics you want to get \u201cgoing\u201d if you\u2019re an entrepreneur working in start-up venture. But can I suggest something? Power law dynamics can (and should) show up in small firms too. In fact, small business power law dynamics may just be […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[8,12,16],"tags":[],"class_list":{"0":"post-5452","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-bookkeeping","7":"category-management","8":"category-strategy","9":"entry","10":"has-post-thumbnail"},"yoast_head":"\nSmall Business Power Law Dynamics: Secret to Jacking Profitability?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/evergreensmallbusiness.com\/small-business-power-law-dynamics-secret-jacking-profitability\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Business Power Law Dynamics: \u00a0Secret to Jacking Profitability?\" \/>\n<meta property=\"og:description\" content=\"Peter Theil, in his provocative book Zero to One, talks about the power law dynamics you want to get \u201cgoing\u201d if you\u2019re an entrepreneur working in start-up venture. 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