5 ways to strengthen your business in 2025

As 2024 draws to a close, it’s only natural to think about the progress your business has made in the last 12 months.

The New Year is a fantastic time to not only reflect on what’s happened but start putting a strategy in place for the months ahead. If there are things that could have gone better, prepare to address them. And if there are things that have gone better than planned, what better time to celebrate than over the holiday season?

Precisely what you need to address for better results and bigger profits will depend on your company’s circumstances, and what you want to achieve in the short- to medium-term. However, based on our experience (and the many conversations we have had with our clients in recent times), you should aim to make big strides in the below 5 areas if you want to strengthen your organisation in 2025 and beyond.

1. Review your tech needs

Keeping up with technology and using the latest innovations within your business can enhance your efficiency, improve your customers’ experience, and, in many cases, significantly reduce costs.

• Conduct a tech audit: Identify outdated or redundant systems that could be replaced or upgraded. This is particularly pertinent if legacy systems are no longer receiving security patches or being supported by their manufacturers; eventually, they will become unusable.
• Explore automation: These days, there’s no need to keep all your key company data within Excel spreadsheets. Look into software that helps you tackle tasks like email marketing, invoicing, customer relationship management (CRM), and project management.
• Strengthen your cybersecurity provision: Protect your business from cyber threats with updated firewalls, secure cloud storage, and other tools that will ensure your systems aren’t compromised. Robust cybersecurity is no longer a nice-to-have – it’s a must for any company that operates online in some capacity (which, according to recent statistics, is around 97% of firms worldwide).
• Invest in scalability: Make sure your tech infrastructure has scope to grow with your business. To future-proof your systems, you might want to consider adopting cloud-based solutions or modular software.
• Integrate systems: Use integrations or APIs to ensure seamless data flow between different tools. For example, you could link your CRM with your email marketing platform.
• Train your team: Offer training sessions to help employees utilise every tool effectively. It’s the only way to maximise the ROI on your tech investments and make sure staff are working confidently and productively.

2. Diversify your revenue streams

Diversification will reduce your dependence on a single income source. It’s a practical way to mitigate risk and increase your company’s stability, and it often pays dividends.

• Introduce new products or services: Identify customer pain points or requests and consider expanding your offerings to accommodate them.
• Try new markets for size: Explore selling to different demographics, geographic locations, or industries – particularly if research has suggested there is a demand in any one of these areas.
• Adopt subscription models: Introduce recurring revenue streams through subscriptions for services or products. This works particularly well for SaaS businesses but can often be embraced by companies in lots of different sectors.
• Explore licensing or franchising opportunities: If applicable, license your brand or intellectual property to others to create additional revenue.
• Leverage partnerships: Collaborate with other businesses to co-develop offerings or cross-promote services.
• Consider passive income streams: Sell digital products, offer online courses, or monetise your existing content. These are all excellent ways to boost revenue on an ongoing basis without expending too many of your resources.

3. Revisit your marketing approach

Reevaluating your marketing plan ensures it aligns with your business goals and the evolving needs of your audience. You should be reviewing your plan every year – but if it’s been a while since you checked in on your objectives, here’s where you need to start.

• Conduct a market analysis: Review current trends, competitor strategies, and your target audience’s behaviour to identify gaps in the market and opportunities for growth.
• Update your buyer personas: People change, and so do their preferences. Refine your understanding of your ideal customer based on recent data and insights, not years-old assumptions.
• Evaluate your current campaigns: Assess the performance of your ongoing marketing efforts using KPIs such as ROI, conversion rates, and engagement metrics.
• Experiment with new channels: Explore emerging platforms like TikTok, Instagram’s Threads, or niche-focused ad networks to increase your reach amongst new audiences.
• Allocate your budget more effectively: Shift spending from underperforming strategies to high-performing or experimental channels, based on the data that’s available (not just your hunches).

4. Focus on employee engagement

Employees who feel seen, heard and valued are more productive, loyal, and invested in your company’s success. They are the backbone of any strong business, and they need to be looked after.

• Conduct employee surveys: Regularly gather feedback to understand the needs and challenges of your staff, along with any suggestions they have that might help you improve your operations or your culture.
• Offer professional development opportunities: Provide training programs, workshops, and career advancement opportunities to help employees grow.
• Recognise and reward performance: Create programmes that celebrate your employees’ achievements, such as bonuses, employee of the month, or team building outings.
• Promote work-life balance: Implement flexible working hours, remote work options, or wellness initiatives to prove to your staff that you care about their mental health.
• Foster open communication: Create an environment where employees feel comfortable sharing their ideas and concerns.
• Build a positive culture: Focus on teamwork, inclusivity, and a shared mission. Doing so will not only enhance morale but increase retention – and as we all know, it’s much cheaper to retain than it is to hire!

5. Make your company’s financial health your top priority

Strong financial management proves to stakeholders that you’re serious about your prospects and sets your business up for long-term growth.

• Review your financial statements regularly: Analyse your income statements, balance sheets, and cash flow statements to track your performance and quickly spot any fiscal red flags.
• Optimise your cash flow: Negotiating better terms with suppliers, offering incentives for early payments, and reducing unnecessary expenses are all methods you can use to improve your cash position.
• Create a contingency fund: Set aside money to handle unexpected challenges, such as economic downturns or market disruptions.
• Reduce your debt: Prioritise paying off high-interest debts while managing other liabilities effectively.
• Find the right financial software: Use tools like QuickBooks or Xero for accurate, real-time financial tracking and forecasting.

Once your business reaches a certain size, it makes sense to work with accountants or financial advisors to identify tax-saving opportunities and keep on top of budgets. But your work should go further than this.

If you and your management team are struggling to manage the financial aspects of your company, consider bringing in a fractional finance director. He or she will dedicate their time to looking after your finances and provide you with real-time (and real-world) insights you can use to make smarter decisions for your firm. Speak to Dartcell today to learn more about how our outsourced FDs work.