A Look Back: The Playbook for Building a Business in 2017
In the ever-evolving world of business, a lot can change in just a few years. Looking back at the landscape of 2017, we can see a unique moment in time—a period of rapid digital acceleration where some of today’s most dominant trends were just beginning to take shape. For an entrepreneur looking to build a business back then, the strategies were different, the tools were a little less sophisticated, and the market was just on the cusp of a major transformation. Understanding the playbook for building a business in 2017 isn’t just a historical exercise; it’s a valuable lesson in adaptability and the foundational principles that still hold true today.
This article will serve as a retrospective guide to the strategies for building a successful business in 2017. We’ll delve into the key technologies, marketing tactics, and consumer behaviors that defined that era, showing how a smart entrepreneur could have capitalized on the opportunities of the time to lay the groundwork for a thriving enterprise.
1. The Digital Foundation: Beyond the Basics
In 2017, having an online presence was no longer optional; it was a non-negotiable. But what set successful businesses apart was a commitment to a well-designed, mobile-first digital foundation.
- Mobile-First Design: The iPhone was already a decade old, and mobile traffic was surging. A business’s website wasn’t just a desktop experience anymore. A company that built a fast, responsive, and easy-to-navigate mobile site was one step ahead of the competition. This was crucial for local businesses that wanted to be found by customers searching on their phones for nearby services.
- The Rise of Social Media as a Business Tool: While social media had been around for a while, 2017 was the year it became a sophisticated marketing channel. Platforms like Instagram were a powerhouse for visually-driven brands, and the introduction of Instagram Stories (launched in 2016) gave brands a new way to share behind-the-scenes content and engage with their audience. A business that used a social media strategy to build a community, not just to sell products, was poised for long-term success.
- SEO’s Growing Importance: Google’s algorithms were becoming smarter. In 2017, a basic understanding of SEO (Search Engine Optimization) was essential. Businesses that invested in creating valuable, keyword-rich content for their blogs and websites were able to rank higher in search results and attract organic traffic—a far more sustainable strategy than relying solely on paid ads.
2. The Marketing Playbook: Content and Personalization
In 2017, content was king, and a push towards more personalized marketing was beginning to take hold.
- Content Marketing as a Differentiator: The most successful businesses in 2017 weren’t just selling products; they were solving problems and providing valuable information. A fitness brand, for example, could have a successful blog that offered free workout plans and nutrition tips. This established them as an authority and built trust with their audience, leading to a higher conversion rate when they did sell a product.
- Email Marketing’s Continued Dominance: Despite the rise of social media, email marketing remained one of the most effective and high-ROI marketing channels. A savvy business in 2017 focused on building an email list and using it to send targeted, personalized messages to its subscribers. Instead of a generic mass email, a business could send a discount code for products a customer had previously browsed.
- The Start of Influencer Marketing: While it’s a massive industry today, influencer marketing was still in its infancy in 2017. A small business could partner with micro-influencers—individuals with a smaller but highly engaged following—to get their product in front of a niche audience. This was a more affordable and often more authentic way to market than traditional advertising.
3. The Operational Mindset: Lean and Agile
In 2017, the cost of starting a business was lower than ever before, thanks to a new ecosystem of tools and services.
- The Rise of the Gig Economy: Platforms like Upwork and Fiverr made it easy for businesses to hire freelancers for everything from graphic design to web development. An entrepreneur could build a professional-looking website and a powerful brand identity without needing a large, full-time team. This lean approach allowed new businesses to be more agile and to conserve capital.
- Cloud-Based Solutions: In 2017, cloud-based tools for accounting, project management, and customer relationship management (CRM) were becoming the norm. A business could use services like QuickBooks Online, Trello, and Salesforce to manage its entire operation from anywhere, without needing a dedicated IT department.
- Data-Driven Decisions: The importance of data was growing. A smart business in 2017 used tools like Google Analytics to track website traffic, monitor customer behavior, and make informed decisions about its marketing and sales strategies. This move from gut-feeling to data-backed decisions was a hallmark of successful companies.
Conclusion
Building a business in 2017 was a unique blend of old-school fundamentals and new-age digital strategies. The most successful entrepreneurs of that era understood that a great product wasn’t enough; they needed a strong online presence, a commitment to creating valuable content, and a lean, agile operational model. While the specific platforms and tools may have changed, the core principles—knowing your customer, building a strong brand, and making data-driven decisions—are timeless. A look back at the playbook of 2017 serves as a powerful reminder that the foundation of a successful business is built on strategy, not just technology.
