How to Grow Your Security Business with Strategy: Where to Play and How to Win

How many other businesses are there in your industry? Whilst numbers differ across industries, competition in the trade space ranges from thousands to hundreds of thousands.

So what makes you different? How will you win?

By using a strategic approach that’s focused on excellent customer service and

great digital marketing

, you’d be able to not only keep your existing customers but also attract new ones.

This isn’t just a hypothetical. Companies with written business plans

grow 30% faster and 71% of fast-growing companies have strategic plans

.

In this article, we'll explore how strategic planning can take your security business to new heights, focusing on where to play and how to win in the security industry.

What is Strategic Planning?

What are the Benefits of Strategic Planning?

How to Develop a Strategic Plan to Grow Your Security Business

1. Understand Your Place in the Security Market

2. Where to Play: Strategic Targeting

3. Crafting Your Winning Strategy

4. Implementing Your Strategy: Turning Plans into Action

How Strategic Planning can Help you Grow Your Security Business

First things first: What exactly is strategic planning, and why does it matter for your security business?

Strategic planning is like drawing up a roadmap for your business journey.

It involves setting goals, analysing your environment, and charting a course of action to achieve success.

Learn more about what strategic planning is in

this video

.

Strategic planning isn't just a fancy buzzword; it's a game-changer for security businesses.

Here's why:

Check out

this video

to learn more about the benefits of strategic planning.

Understanding your security business landscape is the first step in creating a strategic plan. It's like getting a clear picture of where you are and where you're going in your industry.

First, you’ll need to identify trends and opportunities with market analysis, which means closely looking at what's happening in the security market. Start by studying what customers want, what your competitors are doing, and any trends that could affect your business.

For example, this could mean offering AI security camera systems to meet customer demands.

Next, use competitive analysis to understand your competitors' strengths and weaknesses and find ways to stand out. See if you can find areas that are underserved in the market.

Finally, a

SWOT analysis

will help you look closely at your business's inner workings and find areas for improvement. The better you know yourself, the more you’ll know what you need to do to take advantage of opportunities.

Now that you understand the market and your business better, it's time to focus on your target audience. Strategic targeting means figuring out the best markets and customers to concentrate on.

Since not all customers are the same, not all markets offer the same opportunities. Identifying your target market means figuring out who your ideal customers are—the ones who will benefit most from your services and help your business succeed.

Choosing your niche is essential in the competitive security market. It's about finding a specialised area where you're great and where there's less competition.

For security technicians, things like technical accreditation and great customer service can set you apart.

Finally, as your business grows, you might want to expand into new areas. Geographic expansion means looking at new places and markets outside where you are now.

Expanding your business to new areas can be risky, but franchise opportunities can help lower that risk. More developments and investments usually mean more people needing security services.

Now that you've found your target customers and what makes you special, it's time to make a plan that helps you stand out and grow.

In a big group of competitors, being different is your secret weapon. It's about showing why customers should pick you over others.

You’ll also want to set fair prices. Pricing isn't just about covering your costs—it's about showing your value while staying competitive.

Your time is valuable. If you price too low, you don't earn what you should. But if you price too high, you might scare off customers. It's about finding the right balance.

Just as important is creating a strong brand. This isn't just your logo. Everything about your business, from your website to how your team looks, should show what your brand stands for.

Learn more about how to create a brand for your security business in our in-depth article.

Your business also needs to keep up with changes in the security industry.

Technology has changed how security technicians do business. By using new tools like digital invoicing or online booking, you make things easier for you and your customers.

Implementing your strategy is about putting your plans into action effectively.

To implement your strategy successfully, start by setting clear and actionable goals. These goals should outline what you want to achieve and provide a roadmap for your business's growth.

Once you've defined your goals, it's crucial to allocate resources effectively. This includes optimising your budget and manpower so you get the most out of them.

Monitoring progress is essential to ensure that your strategy stays on track. Regularly evaluate key performance indicators (KPIs) to measure progress towards your goals.

If you're falling short of targets, identify areas for improvement and adjust your strategies where needed.

Finally, seeking support from trade communities can provide valuable insights and guidance as you implement your strategy.

Organisations like

SAIDSA

offer resources, networking opportunities, and industry expertise.

Strategic planning isn't just about planning for the present; it's about preparing for the future.

In the ever-changing world of security businesses, strategic planning isn't just a luxury—it's a necessity.

It allows you to make informed decisions, get the most out of your resources, and plot a course towards long-term success.

With strategic planning as your compass, the journey towards growing your security business becomes not just manageable, but full of opportunities and rewards.