The Switzerland Structure
One of the eight factors that impact the value of your business is something we refer to as “The Switzerland Structure,” which emphasises the importance of business independence. It cautions against excessive reliance on any single entity, whether suppliers, employees, or customers. While many business owners recognise the risks associated with dependency on a high-profile customer or employee, the hazards of anchoring to a single supplier are often overlooked.
Supplier dependency comes in many forms, but the most pernicious is a dependency on a single marketing supplier for sales leads, such as a dominant e-commerce site or social media platform.
6 Ways Marketing Supplier Dependency Cuts Your Business Value
Amazon, for instance, is a prime example of a business that heavily invests to gain market access and visibility. However, dependence on a single sales platform like Amazon can devalue a business in the eyes of investors or acquirers for several reasons:
- Increased Risk Exposure: Sole reliance on one platform exposes a business to risks of sudden policy, fee, or algorithm changes. Such negative alterations by the platform could significantly impact the business’s sales and profitability.
- Lack of Diversification: Over-dependence on a single channel is perceived as a vulnerability, while a diversified sales approach suggests resilience and adaptability, appealing attributes to both investors and acquirers.
- Limited Growth Potential: Exclusive reliance on one platform can restrict a company’s growth opportunities. Investors typically favour businesses with multiple channels for growth. Being bound to one platform can limit a business’s potential for expansion.
- Brand and Customer Relationship Limitations: Operating primarily through a third-party platform may lead to limited customer interaction, hindering the development of a strong brand identity and customer loyalty, both highly valued by investors.
- Negotiating Power and Autonomy: Dependence on a platform like Amazon can reduce control over crucial business aspects, such as pricing and customer service. Investors may view this lack of autonomy as a strategic weakness.
- Perception of Innovation and Independence: Businesses demonstrating innovation and independence are often more attractive to investors. Over-reliance on a single platform can create an impression of a lack of these qualities.
How Chad Maghielse Improved His Score on the Switzerland Structure
Chad Maghielse’s company, Pets Are Kids Too, originated with a simple spray to help improve his dog’s breath and swiftly expanded to over $2 million in sales with a 35% profit margin within three years, relying solely on Amazon. Recognising the risks of this dependence on the e-commerce giant, Maghielse embarked on a path of supplier diversification.
Maghielse expanded to another e-commerce platform, Chewy.com, and launched his own online store. This strategy reduced Amazon’s share of his sales to 65%, while Chewy and his store contributed 30% and 5%, respectively. This strategic shift resulted in a significant reduction in his business’s platform risk and an increase in its appeal to potential buyers.
Thanks in part to Maghielse’s diversification strategy, Pets Are Kids Too was acquired in a deal that valued the company at three times its EBITDA, with a substantial portion paid upfront. Maghielse’s journey highlights the critical insight that diversification shields against market volatility and enhances a business’s overall value.
Embracing the Mentality of the Swiss
Reducing your reliance on a single marketing supplier bolsters your company’s market resilience and notably increases its value. Adopting a Swiss-style mindset, which values independence and strategic autonomy, is more than a tactical move; it is a key strategy for achieving sustainable growth and boosting the value of your business in the long run.
Take our Value Builder Score Questionnaire to get your Value Builder Score, measuring how your business compares on Switzerland Structure, as well as the other key drivers of business value.
If you have any questions about this article or would like to speak to one of our advisors about how you can improve the value of your business, please do not hesitate to contact us or call our office on (08) 6212 7200.