  
|
RUNNING A SMALL BUSINESS I LEARNED
IN SLEEP AWAY CAMP
Marjorie Gottlieb Wolfe
Syosset, New York
|
|
More than 6.5 "milyon" American kids go to camp. Today, we've got Guitar Camps, Robotics Camp, Comedy Camp, Puppet Camp, Chess Camp, Shakespeare Camp, Computer Camp, and a camp for youngsters who suffer from Internet Addiction Disorder. Yes, there's "Camp Mom" (for PMS'ers, Menopausers and Beyond! 20s to 80's! No kids! No men! No makeup! No cooking!)
Summer camp was such a vital part of growing up for so many people. In 1958, my husband and I worked at Camp Leonard-Leonore; he was a group leader and I was a counselor. Future small business owners who attended camp learned "tsutroy" (trust) and "akhrayes" (responsibility), teamwork and problem- solving skills. They witnessed Camp Directors working in a frenzied climate-- 24/7.
Lessons Learned:
1. One must learn "dos loshn" (the language). In camp-talk, "Skunks in the Bunks" means "cabin inspection"; "three-alarmer" means "bonfire"; and "store the gore" means "cleanup--mom and dad are coming."
In business, "face time" means "time spent interacting with someone in person, rather than via "blitspost/elektronish post" (email) or some other electronic link." And "False Authority Syndrome" is a noun meaning "the tendency to assume that a person who is an expert in one field is also an expert in a related field."
In business lexicon, "That'll drill" is an oil field expression for "that's fine" or "that'll work." It meets the criteria for success. "A going jesse" is a machine or business that runs well. "Either fish or cut bait" means "Get to work. Don't be indecisive." "To work from can to can't" means "to work all day." And "intexicated" means preoccupied by reading or sending text messages, particularly while driving a car.
2. Hire the most competent people: camp directors, group leaders, counselors, specialists, and nurses. Surprise Lake Camp has been in operation since 1902!
Small business owners must also hire the best. Jack Welch ("Winning") wrote, "...put the right person in the right job to drive the big aha forward." Hire an "idea hamster"--someone who receives a concept and turns it over 'til it becomes something great.
Oh, "kayn mol nit" (never) hire anyone young enough to think that Guy Lombardo is a back ailment.
3. Camp directors have discovered that the most expensive gifts on earth is the gift of gab. Some adhere to the KISS (Keep It So Short) method of communicating with parents. Others use "voice routing."
According to Jeffrey J. Fox ("How To Become a Rainmaker"), "Returning phone calls is a basic courtesy. When you return a person's phone call, that person feels respected, important, listened to. When you don't return a call, the caller feels you don't care..." Kevin Kelly says that over the past 25 years or so, the effectiveness of telemarketing has dropped by about 50%.
4. The most successful camps have retention rates of more than 50% among campers and staff members.
In business, a "gliklekh" (happy) customer is a returning customer. The customer coming back is how you continue doing the business you do. If you have the right people, you can be "matsliakhdik" (successful) in any business you want to do.
5. Camp directors must prepare for "der zumer" (the summer) recruitment season. They must listen to the concerns of potential customers. They must present new videos, get testimonials from parents, campers and staffers. They must promote next season...and ask for a deposit. There's no such thing as a routine sales call.
Small business owners also must find appropriate ways to meet the needs of first-time customers. Harvey Mackay says, "Put a bounty on innovation." In Plano, Texas, Wal-Mart "kicks coffee"; they will brew a latte and hand-deliver it to the customer in the aisles.
6. "People tend to eat almost everything you put in front of them," says John DeCastro. In many camps, however, there's no "misterye" (mystery) meat" or bug juice. No horrible messes of foods cooked in filthy cans on kerosene stoves. Most days it's "salat" (salad) bar, or stir-fry, or toasted tofu dogs around the fire. (By cutting back on sugar and caffeine, the kids are more manageable.)
Retailers are coming around to an idea that department stores discovered years ago, but then abandoned. If you feed shoppers, they will buy more. Many department stores now offer a cafe/ restaurant.
7. Camps face monetary, management, and legal woes. In this litigious society, camps worry about being sued.
In conducting business, remember that we are living in a world today where lemonade is made from artificial flavors and furniture polish is made from real lemons. (Alfred E. Newman)
8. Campers complain: "Man, this place is worse than prison. At least in jail, you get one free phone call." "Would you believe that the Camp Director confiscated my cell phone...and I can only use it once a week!"
Most customers know that none of us is perfect. A successful complaint resolution can produce tremendous goodwill. Don't get defensive, regardless of the customer's behavior. Emulate the "Nordstrom Way": Nordstrom gives its people the freedom to do whatever it takes to make a customer happy (as long as it's legal). "Nordies" stress the unconditional money-back guarantee which is designed for the 98 percent of customers who are honest.
9. Camps are innovative and make use of marketing gimmicks. Some offer discounts for siblings attending camp. Others offer FREE CANTEEN...or NO TIPPING policies.
Businesses use gimmicks. Bed Bath & Beyond mails 20% off coupons practically every other day. They even accept expired coupons!
And, finally, businesspeople should consider one of the 11 rules issued by Gen George W. Casey, Jr. to our American troops in Iraq. Rule #8: Innovate and adapt--situations here don't lend themselves to cookie-cutter solutions.
| A | B | C | D | E | F | G | H | I | J | K | L | M |
| N | O | P | Q | R | S | T | U | V | W | Y | Z |
| Yiddish
Stuff Jewish Humor Schmooze News More Majorie Wolfe |
Principle Jewish Stories All Things Jewish Jewish Communities of the World |
