1. Business plans are based on 'normal years'. But in 11 years we've had 3 major bushfires, SARS, 2 flu pandemics, a world recession, the Ansett collapse and 2 major fuel crises. That leaves about two 'normal years', which is hardly worth planning for. So we just make decisions based on a few sound principles, as below.
2. We treat customers like friends, and that's usually what they become.
3. We aim to have lots of small customers, with small profit margins. That's more reliable than a few big companies or government agencies, even though they may pay higher rates.
4. Enthusiasm is our best sales 'gimmick'. So our best marketing opportunities involve meeting people.
5. Strategic planning just means thinking about obvious trends, and what we like doing in relation to them.
6. Our highest priority is looking after our team of workers. We encourage them to take on as much responsibility as possible.
7. We prefer not to employ others, but assist them to fulfil their dreams, often starting their own complementary businesses. In 10 years our 4WD business has been a 'launching pad' for 5 others.
8. We try to form alliances with our suppliers, promoting their products, and paying their bills promptly. Often this results in sponsorship deals.
9. We learn to do as much as possible of our own equipment maintenance, accounting, marketing and website development. It keeps us 'in touch', saves expenses, and reduces dependency on outside 'experts'.
10. We try to work hard and stay active. It's good for our health and that's good for our business.
11. By working 12/7 we don't have much time to spend money. That seems to make the bank account go up.
12. When we enjoy our work, so long as we don't make a loss, it doesn't really matter how much income we earn.
13. We try to be generous within our means. If we can't give money, we give time. We encourage colleagues and support industry organisations.
14. By reinvesting profits we build capital value, and don't have to worry about paying too much tax.
15. We don't borrow money for anything that depreciates. Then when hard times make business slow, we can relax and wait for recovery.
16. When faced with setbacks, we never, ever, ever give up.

Ron Camier, June 2009