Managing a seasonal business can take a higher level of strategy and planning. At Dura-
Seal, March to October is our busy season, so we must manage a budget that includes
almost all our revenue during those busy months and very little or no cash flow during
the slow months. We also have to navigate layoffs so we will be able to hire all our best
people back the next season. Here are four tips we have learned over the years that
have allowed us to turn a seasonal business calendar into our strength rather than a
Use the off-season to improve
Using the off-season to plan and improve your business product or service offerings can
help you flourish during the busy season. You should evaluate whether the systems and
services you are offering are running at their peak and identify opportunities to introduce
new products and services or new locations to operate. At Dura-Seal, we use this time to
invest in training, develop relationships with potential clients and referral sources,
explore possible acquisitions, and upgrade outdated machinery.
Plan for gaps in your budget
Managing cash flow can be difficult for seasonal businesses. An irregular fluctuation of
income can very easily catch up to your bottom line, but this can be offset with the
proper planning and management. Communicate with your largest accounts to
understand what they expect to spend with you in the coming year and identify future
expenditures so you can budget for them ahead of time. Additionally, seasonal business
owners should be consistently monitoring for ways to cut costs during slower times.
Hire the right people
Employee-focused culture is rare in the construction world. In fact, the industry has one
of the highest turnover rates of any sector, which, in part, may be due to seasonal lulls.
By prioritizing people, we have been able to lower Dura-Seal’s turnover rate and build a
strong culture that makes for more productive, happier employees that return to us year
in and year out. Recruiting the right workforce from day one can save you the hassle of
finding new laborers every 6 months.
Leverage marketing strategy to remind people you exist
It’s now more imperative than ever that construction companies are accessible online in
this digital age. If competitors are easier to find and communicate with, your business
could lose customers quickly. At Dura-Seal, we decided to invest more in our digital
marketing efforts, prioritizing items such as Google ads, SEO and paid social to reach
property managers, business owners and other prospective clients in Columbus.