Keep Up

If you’ve been in business for more than five minutes, you’ve probably felt the waves of the business life cycle - that classic curve that starts with a scrappy little launch, rises with momentum, plateaus as your market matures, and then… well, let’s just say gravity is real.

But tucked between “We’ve got this!” and “Uh-oh… what happened?” lies a delicious little zone that too many small businesses sleep on... the innovation opportunity gap.
And this is exactly where your marketing plan should come alive.

The Growth Phase

In the early days, you’re pumping energy, ideas, and caffeine into getting traction. Everything feels new. Everything is marketing. You’re reaching out, showing up, testing things, tweaking things. Marketing in your Growth Phase is largely tactical ie. the doing stuff - pumping out your content, advertising, events, PR, CRM activities and more...

Until you reach…

The Market Maturity Phase

This is when your business starts coasting a little. Sales are steady. Things feel… fine.  And “fine" is a tricky place because you really don't know how long this will last so you need to take advantage of this time while you've got it.

Because right after maturity comes decline - slow at first, and then suddenly you look up and realise the market has shifted. Your customers have new expectations, and you're no longer ahead of the game.

We don’t want that for you.

The Innovation Gap

Before your business drifts into decline, this is the perfect strategic moment where innovation has the power to redirect your entire trajectory. This is the place where smart marketing shines brightest - when you’re still strong, still stable, and ready for your next leap.

A marketing plan created in this space can help drive your business into a whole new growth phase by:

1. Seeing new opportunities before the competition

Markets whisper before they shout. A strong marketing plan helps you hear those whispers—emerging needs, shifting behaviour, fresh platforms, changing language.

2. Refreshing your USP and key messages so you don’t fade into “Meh”

When everyone else is starting to look the same, your brand gets to show up with new energy, sharper positioning, or a bolder story.

3. Bridging the gap to your next growth curve

Instead of riding the rollercoaster straight down, you build a smooth ramp into a new market, service, niche, or offer. It’s like swapping trains before the one you’re on runs out of track.

Why Marketing Fits Here So Perfectly

Marketing isn’t just about posting cute graphics or firing off a newsletter (although, yes, please keep doing both!). It’s about listening, analysing, experimenting, and positioning your business for its next evolution.

Think of your marketing plan as the compass guiding you toward the next curve on the business life cycle chart - before the one you’re currently on gets wobbly.

This is where creativity meets strategy.

This is where “Ideas with Flare” aren’t just colourful, they’re powerful.

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So Where Are You on the Curve?

If you’re in that comfortable-but-not-quite-thrilling plateau… this is your sign.

It’s time to innovate.
Time to get curious.
Time to build a marketing plan that doesn’t just keep you visible but launches you into your next wave of growth.

And if you want a little geek-chic guidance on finding that sweet spot?
You know where to find me!