Summary of How Smart Small Businesses Grow by Elaine Schneider

Elaine's five-step formula for developing a marketing infrastructure creates a ‘fly-wheel effect’ in the business.  A marketing infrastructure does three key things. It:

• illuminates what the organization can do better than anyone else
• provides a practical means of uncovering profitable new markets
• leads to a new generation of products and services that overcomes the limitations of current offerings

The net effect is a consistent set of profitable customers. Although the book was specifically developed for small, resource-challenged businesses, any organization can improve their performance by applying the principles in this book.