When Good Intentions Meet Business Strategy: Lessons for Entrepreneurs and Consultants
In my years as a business consultant, I've worked with entrepreneurs who have all kinds of motivations for starting their ventures. Some are successful. Some aren't. And through each engagement, there are lessons—both for the business owners building something new and for the consultants working alongside them.
This article presents a case study that illustrates important principles for both sides of the consulting relationship. I'm sharing this story because the lessons it offers are valuable for anyone navigating business ownership or consulting engagements, and it demonstrates clearly what can happen when certain fundamental business elements are missing.
The Story: A Gift with Unintended Consequences
A client once approached me to build a website for a daycare center. On the surface, it seemed straightforward enough. But as the project unfolded, the complexity of the situation became clear.
The Backstory
The client was opening this daycare as a surprise gift for her husband, who was returning home after a five-year incarceration following an altercation. She wanted to give him something meaningful to focus on—a business he could run and build. The gesture was heartfelt and well-intentioned.
However, there was a significant factor: she didn't enjoy being around children. She had one child of her own and a grandchild, but limited experience with or connection to the childcare industry beyond that.
The Execution
The business decisions reflected the personal story rather than the target market. The name was "Tantrums Teaching Our Tots"—a reference to the incident that led to her husband's incarceration. The color scheme was bright red and purple—colors with deep personal significance. The main wall in the playroom was painted entirely in bright red, with the company logo prominently displayed.
These choices had meaning to the owner, but they didn't align with what parents typically look for in a childcare environment or with industry best practices for creating calming, nurturing spaces for children.
The Challenge
I was hired specifically to build a website. When I asked for content—mission statements, educational philosophy, program descriptions—the client wasn't able to provide these materials. Without a clear vision for the childcare experience she wanted to create, there wasn't content to draw from.
I created placeholder content based on industry standards and best practices, which she then used for the business.
The Scope Expansion
After completing the website, additional requests began coming in: standard operating procedures, business documents, and other materials. Each time, I provided an invoice for the new work, as these were deliverables outside our original agreement.
Eventually, she mentioned that she felt like every time she asked for something, I was sending an invoice. I explained that each request represented a new project beyond what we'd originally agreed to.
The Turning Point
As the requests continued, I realized my company's name was becoming increasingly associated with this venture. Despite significant capital investment and feedback from multiple professionals about the business concept and approach, the foundational elements for success weren't present. The business was structured around serving the owner's personal goals rather than meeting customer needs, and I needed to make a decision about my continued involvement.
I made the decision to complete my committed work and decline further engagement. My professional reputation mattered more than continuing to accept payment for additional projects.
The Outcome
The business operated briefly before closing, despite substantial investment in the building, signage, staffing, and equipment.
The Lessons for Entrepreneurs
1. Passion Can't Be Substituted. Operating a business in an industry you have limited interest in creates daily challenges that are difficult to sustain long-term. Genuine engagement with your industry matters.
2. Know Your "Why"—And Make Sure It Serves Your Customer. Your motivation for starting a business should connect to solving problems or meeting needs for your target market, not just fulfilling personal goals.
3. Branding Must Speak to Your Audience. Your business name, colors, messaging, and positioning should resonate with the people you're trying to reach, not serve as personal expression unrelated to your market.
4. Professional Guidance Deserves Consideration. When multiple consultants, advisors, and industry professionals raise similar concerns, that consistent feedback signals something worth examining closely.
5. Understand Consulting Agreements. When you hire a consultant for a specific deliverable, that defines the scope. Additional requests require separate agreements and compensation.
The Lessons for Consultants
1. Define Scope Clearly From the Start. Create explicit agreements about what you're delivering. Document deliverables, specify what's included and what isn't, and address how additional requests will be handled.
2. Invoice for Out-of-Scope Work Immediately. When clients request work beyond the original agreement, provide a new proposal or invoice before proceeding. This maintains clear professional boundaries.
3. Recognize Structural Misalignments Early. Sometimes a business model presents challenges beyond the services you're hired to provide. Being able to identify these situations helps you make informed decisions about engagement.
4. Your Reputation Is Your Professional Asset. Every project you work on becomes part of your portfolio. Consider how your association with a project might impact your professional standing, and know when it's appropriate to decline continued work.
Final Thoughts
This case study demonstrates a straightforward principle: businesses exist to serve customers, and when that's not the primary focus, even significant investment and good intentions may not be enough.
Whether you're an entrepreneur launching a venture or a consultant navigating a client relationship, understanding these lessons can help you make better decisions, set appropriate boundaries, and build toward sustainable success.