Your Friends Won’t Support Your Business, But Here’s Why That Doesn’t Matter
Before launching Kitaka, I was completely oblivious to the fact that the lack of support from friends is a common occurrence in the world of business.
Ask any business owner who has been running their business for more than six months, and they’ll tell you they can relate, they might even throw in a few shocking stories about how their friends went to other small businesses for the same products and services they offer. This realisation can be frustrating, discouraging, and very confusing, but don't worry, because it doesn't matter, and in this post, I'm going to share a few reasons why.
But before we dive into why it doesn't matter that your friends don't support your business, let's first look a few reasons why they may not be supportive.
1. They don’t understand what you do
One of the reasons why your friends may not be supportive of your business is that they simply don't understand how your business works. If what you do is in a niche industry, it has a unique system that your friends aren’t familiar with, or your branding isn’t professional, they might be turned off or not see the value in the products or services you sell. Of course, they could just ask, but this lack of understanding can lead to a lack of enthusiasm or support for your business.
2. They Don’t See Potential In You or Your Idea
Another reason why your friends may not be supportive of your business is that they don't see the potential in you or your idea. Mind you, they tend not to see the potential until everyone else sees it and you reach a certain amount of followers and brand hype. I cannot tell you how many people started supporting Kitaka after I received a number of magazine features.
If your friends cannot envision the success of your business, or they do not take you seriously because you still go out drinking every weekend, or you spend your money frivolously and are stuck with old habits that are likely to hold you back from success, they may not believe you have the discipline it takes to make a name for yourself. As a result, they may not feel the urge to support your business.
Some might even believe that what you are creating is just a pipe dream.
3. They want you to be successful, as long as it’s not more successful than them
It's possible that your friends are not supportive of your business because they are simply jealous. If you were to ask them if that's why they don't support you, they would probably be shocked that you would think that of them. However, jealousy is a natural human emotion that many don't like to admit to feeling. When you're close to someone and it suddenly feels like they're propelling ahead of you, it can trigger some hidden insecurities.
Your friends might be worried that if they support your business, you'll find success quickly and leave them behind.
Perhaps they have their own business aspirations but don’t necessarily have the drive to get started, or maybe they feel stagnant and seeing you pursue your dreams reminds them they that haven’t quite figured out ‘what light’s them up’. Either way, the feelings they keep in the shadows could be the reason they do not want to support your venture.
Do not allow this to slow down your progress, elevate anyway.
4. They are going through their own struggles
You never really know what people are going through behind closed doors. Your friends might be dealing with personal, professional, or financial challenges, sometimes all three, and those issues could be taking a huge toll on their emotional wellbeing, leaving them unable to fully support you. While it can be discouraging to not receive the support you need from your friends, it's important to remember that they may be going through their own journey and may not be able to fully show up for you at this time.
Now that we have gone through some reasons as to why your friends might not support your business, let's talk about why their lack of support won't necessarily harm your business
Your friends might not be your target customer
When starting a business, it's important to remember that your friends may not even be your target customers. For example, if your brand offers high-end services with the prices to match, and your friends are not high earners, they may not be able to support your business monetarily.
Do not to lower your prices to fit your friends' budgets.
Either they're willing to invest in your business or they're not, but you shouldn't undervalue your products and services. Instead, focus on connecting with customers who can afford what you offer and who are passionate about your business. Continue to market your products and services to the demographic that you want to reach, whether that's young professionals or people who are already interested in the type of business you're creating.
Build a Supportive Community
While your friends may not be supportive of your business, there are plenty of other people who will be. Surround yourself with like-minded individuals, particularly other business owners. What I've personally noticed is that everyone is either currently experiencing or has once experienced the same challenges, this can be quite comforting when you have a circle of people who understand your frustrations.
Join online communities and befriend other small business owners and entrepreneurs who you can swap support and guidance with. Having a strong support system can make all the difference in the success of your business.
Don't Talk Too Much About Your Business to Your Unsupportive Friends
It’s difficult not to discuss something you are passionate about to the people you are closest to. And while you may be excited to share with your friends about future business plans, it's also important not to overwhelm them with information especially if they haven’t shown any interest. Besides, oversharing too much information about your goals can be detrimental to your success, so imagine sharing an overload of information to someone who has never supported your business in the first place. Pump your brakes and save the business chat for your brand community and fellow entrepreneurs.
Communicate with Your Friends
If you are really struggling with your friends not supporting your business, and it's affecting your work, ask them flat out why they don't support it. Let them know that their lack of support is impacting you, and that you value their opinion. Ask for feedback on how you can improve your business and address any concerns they may have. This will allow for an open and honest dialogue and may even change their perspective.
But remember, your friends' feedback is just one perspective. You don't have to take it on board if it doesn't align with your vision. Of course it's important to consider their feedback when making business decisions, yet nothing has to be set in stone.
As other business owners have learnt, friends may give you advice and ideas on how to grow your business, you then implement those changes, and they still may not necessarily share your products or services or make any purchases.
But by valuing their opinion and seeking to understand might help you come to a place of understanding and less confused about their actions of lack thereof.
Remember your ‘why’
Don't let the opinions of your circle or the lack of support deter you from pursuing your dreams. Remember why you started your business in the first place and the impact you want to make. Does your business help people, inspire others, or solve a problem? When you launched your business, you wanted to reach more people than just your friends, right?
Use the lack of support as fuel to keep going. Stay focused, work even harder, and prove to yourself that you can make your business a success, with or without their support. See these obstacles as opportunities to learn and grow. Create a strong sense of determination and maintain a positive attitude. Eventually, each challenge will feel easier to overcome, and you'll be well on your way to achieving success.
How To Support Your Friends Business
To those of you who have friends who are working hard on a business and you want to show them support here are some ideas on how.
Buy something. Your purchase helps with the cost of running a website, marketing materials, advertising, equipment etc.
Buy something as a gift for someone else
Subscribe to their newsletters
Like their posts
Share posts from their business page, share their music, share brand news and updates
Take part in polls and quizzes
Lip service is not enough. Offering ideas and advice may be helpful, but for the most part, they have probably already considered those ideas themselves. A big reason why 60% of small businesses fail within the first three years is due to a lack of actionable support.
