Whenever we talk about “seasons” in business, many people tend to align them with the four seasons of the year: spring (planning), summer (growth), fall (harvest), and winter (rest). However, the actual ebbs and flows of your business rarely follow this exact model, as the rhythm of your industry or niche might not match the calendar seasons.
The seasonality of your business is unique to everything about you: your niche, your lifestyle, and the specific realities of how your business operates. So, if you’re trying to identify the seasons of your business, start by looking at your sales patterns. When did people actually buy from or sign up with you? When do you typically see the highest influx of leads? After pinpointing these moments, critically assess why they occurred during those times.
The goal here is to tap into the mindset of your ideal customer or target audience. What are they focused on during different times of the year, or even during specific months? How does your business align with their needs and timing?
For example, if your target market is women ages 18-24 with intestinal issues, think about their lives throughout the year. When might they experience flare-ups that your product or service can address? And more importantly, when do they have the time to seek solutions? Their patterns are likely very different from a busy mom with two kids—one in daycare and one in school. By stepping back and viewing your business from your own perspective, your customers’ perspective, and even a broader societal perspective, you’ll be able to adapt and anticipate your business’s unique seasons.
Identifying the seasons in your business and life is crucial because it allows you to align your efforts, strategies, and resources with natural cycles of productivity, rest, and growth—ensuring your business thrives in the right moments and conserves energy when necessary.
To identify the unique seasons of your business, grab a blank calendar and ask yourself the following questions:
As you start identifying these seasons, remember that the path of least resistance is often the best starting point. Don’t feel pressured to reinvent the wheel if you’re not feeling fully confident yet. That confidence will grow in time. By understanding the natural ebbs and flows of your business throughout the year, you’ll not only plan for a more profitable year in terms of sales but also create a more balanced approach for your emotional well-being. And that’s a win!
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