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There is no disputing the fact that a lot of businesses are collapsing in Nigeria and indeed the world over today because of lack of knowledge of what it takes to salvage the situation. This has even led to serious health conditions as many entrepreneurs have become hypertensive and their health state has defied medical solutions. This is because as long as the survival of their businesses is threatened, their own survival too will continue to be under threat. This is why I am reviewing this book this week as a textual solution. I wish you pleasurable reading.

This text entitled 101 Survival Tips for Your Business, with the subtitle Practical Tips to Help Your Business Survive and Prosper is written by Andrew Griffiths, a professional marketing consultant, as well as director of an Australian company called The Marketing Professionals. Griffiths is an accomplished trainer and a reputable public speaker. He specialises in trouble-shooting for companies that are in dire need of professional advice on marketing and customer-related issues.

In the course of his career, Griffiths has owned and operated a number of businesses, including a commercial diving operation, a travel company, an outdoor advertising business and a tourism publication. He equally worked as a dive instructor and commercial diver, door-to-door encyclopedia salesman, gold prospector, international sales manager and gardener.

According to this author, running a business is difficult and demanding even at the best of times. Griffiths says the trick to surviving is to avoid the common hazards that all business operators face along the way. He assures that the 101 practical survival tips offered in this text will guide you to successfully navigate your way through these hazards, and help your business to reach its full potential. This expert says each of these survival tips is based on his many years of experience and sound advice from successful businesses around the world.

Griffiths advises you to choose and apply a new tip each week or use this book as a source of inspiration and guidance when you are setting up a new business. In this book, there are tips to help you build better relationships with your suppliers, your staff and your customers, as well as financial, legal, marketing and personal survival tips. All these tips are designed to highlight common problems and give you a clear course of action that will increase your chances of business survival. As regards structure, this text is segmented into 12 basic sections of 101 tips, in addition to a bonus section containing 20 tips. Section one is christened The future of small business.

In the words of Griffiths here, “Small businesses form the backbone of many economies. As populations grow worldwide, so do the number of small businesses starting up. Millions of people around the world continue to opt for running their own business instead of working for larger organisations. As a result, there is an incredible knowledge and skill base tied up in running these small businesses.”

He adds that there is an enormous amount of expertise and specialist knowledge that thrives in this economic sector, the value of which is often underestimated. Griffiths says experience has shown him that small businesses generally offer far better levels of service than do their larger counterparts, due, in most cases, to the key personnel being involved at the front of business. However, Griffiths says the problem facing most small businesses is the ever-increasing competition from other small businesses, adding that this dilemma is here to stay and even increase.

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