30,000 feet is easy. It’s when you’re neck deep in alligators that’s tough. And scary.
Anyone can give a high-level view of a company. We’ll prove it: “Oh, you run a restaurant chain? So the more transactions you have, the more money you make. Easy. We’ll just run ads to get more customers in the door.”
But that’s silly. It doesn’t take into consideration customer tastes, the restaurant’s location or how it's positioned in the market — are there 50 other pizza joints in the neighborhood? Without a solid plan on how to market your restaurant, you could soon find yourself selling industrial cooking supplies on Craigslist.