BTG: From 2011 into 2012 and Beyond....
As we enter the new year of 2012 and as the CEO of BTG, I thought it would be important to briefly reflect on the past year regarding BTG, as well as taking a look into the future, including both our short-term and long-term goals. These thoughts and reflections will be organized into 3 submissions in an effort to keep things focused and organized.
2011 was a year which saw many changes with BTG. Although, 2011 started like the past several years, things began changing significantly at the end of the 1st quarter. From the emergence of a significant new competitor, to finally feeling the effects of a crippled economy, to the addition of new key employees in key roles, to new company goals, our work throughout 2011 has positioned us with unbelievable opportunities which should be soon realized as we move into 2012.
In April 2011, we began preparations to attend our first Industry Trade Show. This preparation entailed a complete overhaul of our identity, including everything from the creation of a new logo and identity to having a pop-up display manufactured for a booth at our first trade show. Participation in this trade show has had several significant and lasting affects on BTG. For one, it forced us to face some other aspects of our "business health" we havent traditionally had to face. Advertising, marketing, and the solicitation of new customers are all things that are now part of our business strategies and culture and is an ongoing and never-ending endeavor.
Thinking about advertising and how it would be perceived by potential customers was instrumental in helping us to think in terms of what "value" our customers gain from working with BTG. We believe that our long term health and sustainability is extremely reliant on retaining old customers while continuing to add new ones. Creating value for our customers is why we are hired. Our value can come in many forms such as providing a service for an inexpensive rate to standing by our customer and their best interests which further builds our trust and loyalty.
Thinking in terms of the value, both real and perceived, that BTG can create for our customers was reinforced and extended when I, the CEO of Bernard Transportation Group Inc, was invited to apply for the Goldman Sachs 10,000 Small Businesses Initiative- Cohort III, NYC. After an extensive application and interview process of dozens of Tri-State area small businesses, BTG was accepted and invited along with only 28 other companies, to join the 3 month initiative managed and funded by Goldman Sachs. The experience was amazing to say the least. The most important thing I think we took away from the program was a different mindset and a shift in our consciousness regarding our business agendas and our strategies for growth, diversification, and sustainability. Nothing has been more important to our future survival than changing our thinking and understanding the huge differences between working IN our company and working ON our company.
By working ON our business, we have embarked on a new journey in a new direction for BTG. In an effort to maximize the efforts invested and the relationships built over the first 6 years of BTG, we have moved into the retail/wholesale world. With a strategic partner in Pennsylvania, we have created a "stored energy" solution, which is not only very reasonably priced, but is a solid and dependable product backed with a guarantee. In addition, to a great value for the price, our product extends the life cycle of a deadly lead-acid based battery and delays its entry into the recycling process. This new venture, in an unknown arena, could not have been made possible without a competent and professional staff we are proud to have.
With the key addition of Melina in mid-2011, in a main support role in almost every aspect of BTG, we were able to take advantage of our increased flexibility and agility as a company, when we needed to most. Having someone so able, reliable, and dedicated, ready to fill any apparent void, has really allowed myself as a leader, to pursue new avenues, and ideas regarding BTG.
While we increased our agility in 2011, we also increased out stability and improved the quality of our service. Another direct effect of the emergence of Melina's role in the company, was the leadership Jordana exercised. With my own involvement in the day to day operations decreasing in favor of our other opportunities, Jordana recognized on her own, the need for additional leadership regarding our brokerage operations, dispatching and customer service. From starting with no experience to her current leadership role, it is the stability gained from her leadership growth that has been invaluable in our ability to survive the least successful year we have had to date.
With Melina and Jordana both not only stepping into new and unfamiliar roles, but thriving in them beyond what could have been expected, they have together, both improved our daily operations and more importantly, our customer service. Since we are a company that provides a service as our main source of revenue, anytime you can improve the experience for the customer, its something deserving of recognition and additional attention.
Moving into the future and uncertainty of 2012, we feel we are well positioned with several new opportunities to pursue. With a solid core of key personel, and their personal investment, dedication, and involvement in BTG our future looks bright. The next year looks like and is expected to be a year of growth for both our gross revenues and our gross profits. Our plans to be successful with these goals rely on our entrepreneurial spirit. This spirit will manifest itself in these ways..........
END OF PART #1
By: Aric Bernard, CEO
As we enter the new year of 2012 and as the CEO of BTG, I thought it would be important to briefly reflect on the past year regarding BTG, as well as taking a look into the future, including both our short-term and long-term goals. These thoughts and reflections will be organized into 3 submissions in an effort to keep things focused and organized.
2011 was a year which saw many changes with BTG. Although, 2011 started like the past several years, things began changing significantly at the end of the 1st quarter. From the emergence of a significant new competitor, to finally feeling the effects of a crippled economy, to the addition of new key employees in key roles, to new company goals, our work throughout 2011 has positioned us with unbelievable opportunities which should be soon realized as we move into 2012.
In April 2011, we began preparations to attend our first Industry Trade Show. This preparation entailed a complete overhaul of our identity, including everything from the creation of a new logo and identity to having a pop-up display manufactured for a booth at our first trade show. Participation in this trade show has had several significant and lasting affects on BTG. For one, it forced us to face some other aspects of our "business health" we havent traditionally had to face. Advertising, marketing, and the solicitation of new customers are all things that are now part of our business strategies and culture and is an ongoing and never-ending endeavor.
Thinking about advertising and how it would be perceived by potential customers was instrumental in helping us to think in terms of what "value" our customers gain from working with BTG. We believe that our long term health and sustainability is extremely reliant on retaining old customers while continuing to add new ones. Creating value for our customers is why we are hired. Our value can come in many forms such as providing a service for an inexpensive rate to standing by our customer and their best interests which further builds our trust and loyalty.
Thinking in terms of the value, both real and perceived, that BTG can create for our customers was reinforced and extended when I, the CEO of Bernard Transportation Group Inc, was invited to apply for the Goldman Sachs 10,000 Small Businesses Initiative- Cohort III, NYC. After an extensive application and interview process of dozens of Tri-State area small businesses, BTG was accepted and invited along with only 28 other companies, to join the 3 month initiative managed and funded by Goldman Sachs. The experience was amazing to say the least. The most important thing I think we took away from the program was a different mindset and a shift in our consciousness regarding our business agendas and our strategies for growth, diversification, and sustainability. Nothing has been more important to our future survival than changing our thinking and understanding the huge differences between working IN our company and working ON our company.
By working ON our business, we have embarked on a new journey in a new direction for BTG. In an effort to maximize the efforts invested and the relationships built over the first 6 years of BTG, we have moved into the retail/wholesale world. With a strategic partner in Pennsylvania, we have created a "stored energy" solution, which is not only very reasonably priced, but is a solid and dependable product backed with a guarantee. In addition, to a great value for the price, our product extends the life cycle of a deadly lead-acid based battery and delays its entry into the recycling process. This new venture, in an unknown arena, could not have been made possible without a competent and professional staff we are proud to have.
With the key addition of Melina in mid-2011, in a main support role in almost every aspect of BTG, we were able to take advantage of our increased flexibility and agility as a company, when we needed to most. Having someone so able, reliable, and dedicated, ready to fill any apparent void, has really allowed myself as a leader, to pursue new avenues, and ideas regarding BTG.
While we increased our agility in 2011, we also increased out stability and improved the quality of our service. Another direct effect of the emergence of Melina's role in the company, was the leadership Jordana exercised. With my own involvement in the day to day operations decreasing in favor of our other opportunities, Jordana recognized on her own, the need for additional leadership regarding our brokerage operations, dispatching and customer service. From starting with no experience to her current leadership role, it is the stability gained from her leadership growth that has been invaluable in our ability to survive the least successful year we have had to date.
With Melina and Jordana both not only stepping into new and unfamiliar roles, but thriving in them beyond what could have been expected, they have together, both improved our daily operations and more importantly, our customer service. Since we are a company that provides a service as our main source of revenue, anytime you can improve the experience for the customer, its something deserving of recognition and additional attention.
Moving into the future and uncertainty of 2012, we feel we are well positioned with several new opportunities to pursue. With a solid core of key personel, and their personal investment, dedication, and involvement in BTG our future looks bright. The next year looks like and is expected to be a year of growth for both our gross revenues and our gross profits. Our plans to be successful with these goals rely on our entrepreneurial spirit. This spirit will manifest itself in these ways..........
END OF PART #1
By: Aric Bernard, CEO
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