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The Bindi Irwin guide to business

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Australian exports are major contributors to the economy and could benefit your business. One of Australia’s major exports is tourism.

Those who criticise the Irwins show that they don’t understand family businesses like the Irwins.

Bindi bashing by well meaning intellectuals and self-appointed morality monitors not only shows they know little about the random results of good and bad parenting, it underlines that they know little about small business.

When Terri Irwin and Bindi Irwin featured prominently in the federal Government’s G’Day USA: Australia Week promotion in Los Angeles, the howling about Bindi’s over-exposure demonstrated that the critics don’t understand small business families such as the Irwins.

A while back, an ABC documentary series, Dynasties, focused on families such as the Ansetts, the horse-racing Hayes and the chocolate-making Leas of Darrell Lea fame.

The stories of family businesses such as these are not always picture-book ones, but in reality, how many family case histories are?

The simple fact is that circus families don’t close down the circus when the patriarch dies, neither do restaurants, regional airlines, farms, retail outlets. Need I go on?

Bindi is simply more visible but her family’s business was always like that. She’s in the public eye because her family’s business was about the family. Singing, acting, political and media family businesses often over-expose their families.

Ultimately, the quality of Terri Irwin’s parenting, and the good luck of whom Bindi runs into in her life, will determine how this young person develops. But for now, it’s on with the show and it’s an important one for the Irwin business, as well as the tourism business in Australia.

Tourism is multi-billion dollar industry and creates jobs for more than 450,000 Australians. Tourism earns Australia billions in exports and to keep this in perspective, this is more than the earnings from meat, wool and grains.

Adding to the national importance of the tourism sector, the Australian Bureau of Statistics says that over 86 per cent of Australian exporters are either small- or medium-sized enterprises (SMEs).

Though it faced a British ban and some head scratching in Asia, strong international interest followed Tourism Australia’s 'So Where the Bloody Hell Are You?'‘ tourism campaign, starring model Lara Bingle, with a 92 per cent boost in hits to the Tourism Australia’s website.

"Australia is no closer to paying its way in the world," said CommSec chief equities economist Craig James. `"Despite the biggest commodities boom in living memory, the trade accounts are still mired in red ink."

Michael LeBouef, the American author of the book How to Win Customers & Keep Them For Life, says being outlandish is at the core of business success.

"Anybody can come up with new ideas," he argues. "What’s in short supply are innovative people — persistent mavericks who believe so strongly in an idea, they will do whatever it takes to make it a working reality." The Irwins, the Lara Bingle ad and G’Day LA have to stand out from the crowd to bring international tourism focus on a country that needs more exports, within which tourism is crucial.

Selecting Terri Irwin to promote Australia to the US tourism market is smart business-thinking of which Dr LeBoeuf would be proud.

If you’re looking to work on your business rather than being stuck in it, book in for a complimentary business assessment today with Switzer Business Coaching.

Important information: This content has been prepared without taking account of the objectives, financial situation or needs of any particular individual. It does not constitute formal advice. For this reason, any individual should, before acting, consider the appropriateness of the information, having regard to the individual’s objectives, financial situation and needs and, if necessary, seek appropriate professional advice.

Published on: Wednesday, November 02, 2011

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