Productivity is a term associated with strong economies, robust businesses, and the efficiency gains of clever staff. If only businesses were more efficient, then there would be fewer failings, more employment, and better incomes for owners and workers alike.
In New Zealand, according to the Xero Small Business Insights special report, Small business productivity: Industry and regional trends, National productivity fell in 2023, with average productivity 6.1% lower than in 2022. The data shows that all industries experienced this decline, with the most significant fall in agriculture (-12.1%), followed by hospitality (-9.2%).
Additionally, all regions experienced a decline in 2023 when compared to 2022. These ranged from a 7.9% decline in Waikato to a 3.2% fall in Otago.
However, it is not all doom and gloom; there have been positive results. Real estate services have been a standout performer in sales per hour worked, closely followed by construction, manufacturing, and agriculture. The key feature of why these areas bucked the trend of declining sales productivity is their history and commitment to embracing technology change, innovation, and digitisation.
So, what is productivity?
Productivity measures how efficiently a business turns inputs into outputs. The more productive you are, the better you are at turning resources like labour, capital or materials into products (or services) you can sell.
Three general areas of productivity:
- People productivity
- How much work does it take to deliver products or services to customers?
- It’s commonly expressed as hours worked/dollars earned.
- Financial productivity
- How good is a business at monetising its investments in assets such as machinery?
- It will often be measured as the return on capital invested.
- Materials productivity
- How much a business spends on materials to generate sales.
- Materials can include things like inventory or energy.
Why productivity matters
Businesses with increased productivity get more from less. As a result, they have more potential to turn a profit, deal with inflation or slowdowns, and absorb price competition. After decades of continuous improvements, productivity gains are getting harder. Small businesses have typically been thought to lag behind big businesses in productivity, but with the advent of many digital tools, access to productivity insights, tools, and processes is now also available to smaller businesses.
How to increase productivity.
There are four commonly accepted ways to become more productive:
- Better tools
- Smarter methods
- Skilled workers
- Entrepreneurship mindset
1. Better work tools (capital)
Tools are explicitly made to amplify the efforts of their users. So, find the tools that’ll amplify your work.
Sometimes, it might be as simple as software that cuts down on information duplication, like a booking system that schedules a job straight into your calendar or software that integrates with payment systems or point of sale.
Why don’t you have better work tools yet?
Of course, upgrading work tools costs money. Professor Marc Cowling of Oxford Brookes University has investigated why small business owners don’t (or can’t) make that investment.
Here are his top five reasons:
- Businesses aren’t sure how to prioritise: Small businesses have about six capital investment opportunities in mind at any one time, but they can’t back them all and don’t know how to choose.
- It’s hard for them to see the value: Few small businesses run a financial analysis to estimate the return on investment, so they struggle to justify making moves.
- They’re risk averse: Most small businesses will only consider a capital investment if they guesstimate it’ll pay for itself within a couple of years. As a result, they tend to shy away from bigger projects that might have bigger impacts.
- They can’t get loans: Cowling found that roughly a quarter of businesses have been denied a loan application. After receiving a knockback, it takes them up to four years to apply again. They need help building confident financial cases for investments.
- Technology feels hard: Many business owners assume new equipment will be hard to learn, will chew up training budgets, and will clash with existing systems. They don’t have a solid ROI number to counter these perceived hurdles.
2. Smarter methods (innovation)
Many businesses develop a particular way of doing things and never really think about it again. In the meantime, plenty of other things change, and the original processes and procedures become less and less effective (if they were effective in the first place). It’s a good idea to review and revamp the way you work.
Here’s how:
- Check your work matters
- Check that you’re focusing effort on things that customers actually care about. You don’t want to invest time and energy into things that simply don’t move the dial for your business. Try out some surveys or even just some good old-fashioned conversations with your customers. If aspects of your offerings aren’t resonating, consider investing less in them.
- Write down your processes.
- Record the steps you follow to complete jobs. Set aside a little time each week and get staff to help, as their perspective will be hugely valuable.Use templated documents to ensure you’re capturing the same information for all the jobs. This will help everyone understand what to do, when to do it, and how. Plus, the simple act of writing it down will begin to highlight inefficiencies and missing information.
- Look for blockers
- Run through your freshly documented process, looking for bottlenecks and roadblocks. Again, your employees will have great insights on this, so empower them to be honest with you. It may help to map your workflows visually as that can be a more intuitive way to see it. You might find a few of these everyday things in your audit:
- Double handling: jobs being handed back and forth a lot, or repeated.
- Momentum loss: jobs getting parked at a certain point every time.
- Sequence: things getting done in a weird order.
- Quality control: the same mistakes or customer complaints keep happening.
- Distraction: skilled workers are being distracted by low-value tasks.
- Redesign your workflow:
- Step through your list of inefficiencies and work out the kinks. You can often make big steps simply by clearing up roles and responsibilities, resequencing jobs, and improving communication between certain functions. Ensure people know where to find the information they need to perform tasks or deal with customers.
- Look for opportunities to outsource jobs you’re not very good at or excited about. An external resource will charge fees, of course, but it may be well spent if it makes your business more focused, efficient, and happy.
- Consider digital adoption
- Software can be a massive boost to business efficiency. It can be used to request and track jobs, centralise information, speed up communication, and automate unloved tasks. Yes, you have to go through a learning curve, but on the other hand, you’re free to focus on the things you do best. There’s software for all sorts of things from invoicing to paying bills, managing inventory to managing staff, and bookkeeping to reporting.
- Asana: For tracking tasks and projects.Zapier: Automates repetitive tasks.
3. Skilled workers (capabilities)
Big businesses can afford to hire specialists who are super-efficient at specific jobs. Small businesses tend to hire generalists and give them multiple hats to wear. But you can still set them up to succeed.
Onboarding and training.
Properly training and resourcing your people is a critical step to increasing productivity. Make sure each employee has a job description with clear roles and responsibilities. Explain how the job should be done and provide supporting documents reinforcing the in-person instruction. Give your employees careful training so they know how to use all the necessary tools (including software). If they can’t use those tools, the capital investment is wasted. And regularly share the values and priorities of the business. When people understand the big picture, they’re better equipped to make business decisions.
Giving and receiving feedback.
Feedback is vitally important to productivity, and it’s a two-way street. When something’s not done quite right, take the time to explain the problem and the solution. Otherwise, you’ll get stuck in a habit of redoing work and won’t want to do that. You want to delegate with confidence. Similarly, listen to what your employees say. They’ll have a different perspective and expertise that can help you optimise how work gets done.
Use these steps for getting and giving feedback: Ask employees what they did well, how, and why. Add to the positives by telling them what went well, with examples. Ask for their ideas on how to speed up or refine the work. Workshop those ideas with them and, if appropriate, set new goals.
4. Entrepreneurship mindset (optimisation)
- Entrepreneurship is not just the act of launching a successful business; it’s optimising it. Entrepreneurs unlock productivity by better combining the resources at hand. It generally involves a bit of risk-taking, but the rewards can be great.
- Harness your inner entrepreneur to boost productivity. Scale up: Increasing output often lowers the marginal cost of each product or service you produce.
- Acquire another business: Buying or merging with another business can deliver scale or efficiencies, such as complementary workflows, consolidated operations, or logistics.
- Specialisation: Doubling down on a narrower niche can drive speed, expertise and quality to improve productivity. So think about cutting out services that don’t earn much money.
- Rethink supply chains: Switching to suppliers that supply superior goods or complementary services could increase productivity.Hire and empower entrepreneurial people: Foster a culture of innovation in your business.
Increase productivity checklist
To recap, here are some productivity-boosting steps to take in your business:
Better tools.
List investments that would improve productivity. Price each solution. Calculate the expected return on each investment. Make the move that offers the best mix of affordability and impact (consult with your accountant or bookkeeper for greater certainty).
Smarter methods
Write down (and map out) your work processes. Circle all the friction points (e.g., double handling and do-overs). Brainstorm solutions and focus on clarifying roles and responsibilities, resequencing workflow, and fixing communication breakdowns. Consider software for repetitive admin tasks that distract you and your people from high-value work (consider outsourcing, too). Audit your process against customer preferences to ensure you invest time and effort wisely.
Here are some apps that can help you and your team work smarter:
- Trello: Great for project management and keeping your team on track.
- Slack: Enhances communication within your team.
Skilled workers.
Ensure each role has an accurate job description. Explain how each part of the job gets done (in person and in writing).Provide comprehensive training on the tools. Give them a big vision of what the business stands for. Meet regularly to give and receive feedback.
Entrepreneurship mindset.
Look for opportunities to scale up aspects of your work. Stay alert to acquisition opportunities. Consider going harder on a niche opportunity. Keep interrogating your supply chain. Surround yourself with entrepreneurial people.
Boosting productivity is an attitude.
Small businesses have huge potential to improve productivity. Make it part of your mindset by continually examining and refining your processes, enhancing your work tools, and watching for inefficiencies that creep in. You’ll need to invest in your team and technologies, but the benefits add up when done smartly. As a bonus, efficient businesses are less likely to suffer delays, confusion, breakdowns in communication, distractions and waste. And that means there’s a good chance increased productivity will go hand in hand with increased satisfaction and profit.
Keen to speak with a partner who can help you navigate a more productive future? Speak with the team at DFK OGC today.