Heriot Delivers SCORE Workshop on New Business Strategy

The Turner College of Business hosted a Service Corps of Retired Executives (SCORE) workshop on November 9^th aimed at helping new entrepreneurs and small business owners understand the importance of business strategy. The workshop was delivered by Turner College management professor and holder of the Ray and Evelyn Crowley Chair in Entrepreneurship, Kirk Heriot, who also serves as a mentor and Vice Chair for Workshops for the Columbus chapter of SCORE. During his presentation, Heriot discussed the differences between operational effectiveness and strategy, as well as the differences between a differentiation strategy and a low cost strategy. As Heriot explained, a successful or sustainable strategy is about being different from rival firms in a purposeful way, not just for the sake of being different. This means doing activities that are different from those of rival firms. In making these points, Heriot referred to the example of Southwest Airlines, a no frills airline that emerged after deregulation of air travel in the late 1970s. Unlike its rivals, Southwest Airlines did not offer assigned seating, in-flight meals, baggage transfers, and instead focused on moving customers quickly through the on- and off-boarding process and more effectively utilizing is air fleet. These choices kept its costs low, which often made it possible for the company to appeal to customers on the pricing dimension.

SCORE is a not-for-profit organization with 240 Chapters across the United States. Each SCORE chapter works individually with clients and also presents workshops on topics such as staffing a business, practical market research, interpreting and using financial systems, social media marketing, strategic management in small firms, legal issues affecting a business, and human resource tips. The Columbus chapter of SCORE was honored in 2020 as the most improved chapter in both Georgia and across the southeastern U.S. It also won a Platinum Chapter Excellence Award that same year, which is the highest level award a chapter can receive in recognition of its outstanding service to its clients. SCORE Columbus is open to anyone who is interested in presenting a workshop that will be of interest to small business owners and entrepreneurs. “Hosting a workshop is a great way to serve the community and make an impact on the lives of people in our region. Please reach out to me even if you have even just a little bit of interest. I can help you create a presentation and help you prepare for your SCORE workshop,” Heriot stated.

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