Michelle Pence, Communications Dept. Intern

By Michelle Pence, Communications Dept. Intern

With unemployment rates on the rise and businesses closing their doors for good at an alarming rate, many business owners are left wondering when the light at the end of the tunnel will appear and whether or not the long and prosperous life they had once hoped for their business is still a viable possibility.

What can business owners do to survive this recession? In this article, we speak with the owners of two booming Tempe businesses who dish out advice and testimonials on the strategies that have helped them stand the test of time 

A national and world award winner for its beer, Four Peaks Brewing Company has by all means earned the right to be called a successful business. Since opening its doors in December of 1996, Four Peaks has become Arizona’s largest brewery, brewing over 18,500 barrels, while striving to reach 40,000 barrels in the next year or so

Another prospering local business, Celebrated Cuisine, Inc., is well known in the area for providing premium cuisine and hospitality to numerous upscale private, corporate and university clients. With the unofficial company motto of “strive for perfection, settle for excellence,” owner and chef Laura Slama takes personal responsibility in ensuring the cuisine and services provided by her company are of the highest quality, whether being delivered to a plated dinner party for eight guests or an hors d’oeuvres reception for 200.

Focus

When asked what he attributes his business’ longevity to, Jim Scussel, owner of Four Peaks Brewing Company, named four elements: beer quality, food quality, ambiance and service. “I think we nail all four, and that is what makes us successful,” he explained.

Both business owners agreed that concentrating on specific areas, such as customer service or food quality, has helped them to create a niche for their businesses and allowed them to do well in the long run.

Karma

Good business practices may not always seem to be the easiest way to boost profits, but in terms of creating a lasting business, keeping your nose clean will most likely pay off in the end.

“We just feel that if we work hard and keep our head down that good things will come, which they have – karma,” said Scussel.

“What you put out there is what comes back to you,” added Slama. “Positive energy, integrity and authenticity are never optional, and there is never room for ego.”

Positive customer relation 

When money for advertising is tight, relying on satisfied customers to spread the word about their positive experiences with a business, a method utilized by both Four Peaks and Celebrated Cuisine, is one valuable way to acquire new customers 

“Customers are our biggest cheerleaders in that they go to bat for us and promote us better than we can promote ourselves,” said Scussel. “You would listen to a friend much more than you would the radio or TV, correct?”

Dedicated employees

As the old adage goes, a business is only as good as its employees; namely, they are the part of a business having the most direct effect on customer satisfaction. Building a quality team of employees that lasts is often one of the most vital and challenging parts of operating a business. Scussel proudly describes how the Four Peaks staff, many of whom have been employed with the company for years, is one of the business’ greatest assets.

“Have your employees take ownership and be proud of where they work and treat them with respect,” advised Scussel. “Offer them benefits like health insurance and a 401k.”

“Surround yourself with people you like working with and [who] you can trust,” added Slama.

In order to improve team performance, Four Peaks offers frequent employee team building outings. “Just last week we took 11 managers, brewers and owners down the Colorado River rafting for 10 days as part of a team building exercise which worked out wonderfully,” said Scussel. “Talk about building morale!”

On the topic of the weak economy, Slama strongly urges businesses to diversify. When Celebrated Cuisine experiences slow months, Slama stays busy with her second business, Laura’s Gourmet, which provides artisan crafter granola in high end markets in the west, currently expanding to the east.

When economic times are tough, it is all the more important to stay focused on the fundamentals, such as customer relations and fostering faithful employees, in order to run a business able to survive the test of time.