Are you worried about losing your job to an outsourcing firm? Your anxiety could be
right on target. These days, anything a corporation doesnt rank among its core
competencies can be farmed out to a firm that promises to do it cheaper, better or both.
But you may be able to turn the outsourcing trend to your advantage -- if you have an
entrepreneurial streak that youve been suppressing. When senior management starts
thinking about outsourcing your department, you can offer yourself as the most qualified
person to take it outside the corporation.
Its an ambitious strategy, but one that has worked well for managers such as
Steve Medici. He was director of employee benefits at CS First Boston in New York, an
investment-banking firm that was on the verge of outsourcing part of his department to a
consulting firm. Before the deal was struck, he offered to form an independent firm that
would provide benefits administration to First Boston and, eventually, to other companies
as well.
Mr. Medici now heads that independent firm, Black Mountain Management Inc., which holds
a five-year contract to administer First Bostons benefits. No one lost a job in the
transition, since all 10 members of the benefits department joined Black Mountain. And Mr.
Medici received numerous inquiries from other companies interested in outsourcing their
benefits administration to his firm.
He isnt the only manager to have successfully led a department outside:
- Garland Robinette was vice president of corporate communications at Freeport-McMoRan
Inc., a big mining company in New Orleans. In 1993, he and his entire staff of 23
employees resigned to form Planit Communications Inc., an independent public relations
firm. Mr. Robinette is president of Planit, which has a five-year retainer from Freeport
and a growing list of other clients.
- Jim Miller was vice president of environmental affairs at Freeport-McMoRan when two
major expansions were nearing completion six years ago. The chairman asked Mr. Miller and
another vice president, Roy Pickren, to consider launching a spin-off that could provide
the reduced level of engineering and other technical support Freeport would need. They
accepted the challenge and formed Crescent Technology Inc., an independent firm that hired
almost 50 Freeport employees. A number of other Freeport engineers soon were laid off.
Today, the lions share of Crescents income still comes from Freeport. Dr.
Miller explains that the mining business has improved, and Crescent wants to make sure it
can continue meeting the mother companys expanding need for top-quality service
before adding too many additional clients.
- Kathy Herbst and Laura Ford constituted the human resources department at LinguiSystems
Inc., a 50-employee educational publisher in East Moline, Ill., until they launched an HR
consulting firm, New Avenues Inc. Their office remains at LinguiSystems, where they
continue to perform most of the work they handled as employees.
Timing Is Critical
Outsourcing your department, a strategy thats sometimes called
"outventuring" or "extrapreneuring," calls for good timing. If you
wait until senior management is already talking to outsourcing firms, you could be too
late. And if you make a proposal before management is ready to outsource, it likely will
be ignored.
So how will you know when the time is right? Don Elias, an outsourcing consultant and
president of DL Enterprises Inc., in Lowell, Mass., says to begin paying attention if your
boss is able to find less and less time to understand your departments needs. In the
past, companies outsourced mostly to cut costs. Today, a common reason for outsourcing is
to free up management time for higher-priority tasks.
A second warning sign is that your company is reluctant to invest in the technology
your group needs to continue providing state-of-the-art service. More companies are
outsourcing to gain high-quality service based on the latest technologies.
A third sign is if youre told to downsize your unit. "Once management
decides it can get by with a smaller group, its not a big step to deciding the group
doesnt have to be in-house," says Mr. Elias.
Once the writing is on the wall, dont step forward with your proposal until
youre convinced of your ability to lead a successful outventure. After all,
youll be starting a new company. A host of issues must be weighed.
- Do you have the right people in place? "We had a very strong, well-balanced
department," Mr. Medici says. "If I hadnt had exactly the right people, I
never would have tried this."
- Can you persuade your subordinates and key colleagues to follow you into
uncharted waters? Theyve probably seen co-workers laid off, so they no longer
assume their corporate jobs are secure. That will help them accept the risk of joining a
new venture. Even so, few employees are ready to become entrepreneurs overnight. Mr.
Medici didnt ask his benefits staff to invest in Black Mountain. The $100,000
start-up capital came from his own savings and borrowing. "I didnt want them to
be at risk for anything more than their livelihood," he says dryly.
- Can you devise a persuasive proposal by yourself, or do you need help? The most
critical selling point you can offer to top management is that you know the corporation
intimately and have already established smooth, working relationships with internal
customers. You can also point out that having your staff join an outventure would be far
less disruptive than the layoffs and sagging morale often prompted by conventional
outsourcings.
Seek help if you think you need it to create a proposal that top brass will take
seriously, says Mr. Elias. He was instrumental in spinning off the former Digital
Equipment Corp.s marketing communications group -- now called Quantum Communications
in Andover, Mass. -- , and offers himself as a consultant to managers seeking to
outventure their departments.
A truly creative approach may be required when devising the terms for a proposed
contract with your mother company. Mr. Robinette got nowhere the first time he suggested
an outventure to Freeports chairman. Then he tried again, using a new formula that
capped Freeports communications costs while giving it a percentage of the profits
his new firm would earn on new business, he says. That led to serious negotiations and an
eventual agreement.
On the other hand, make sure the services covered in your outsourcing contract are
priced to ensure the viability of your new firm. Your first objective, says Mr. Miller,
should be to determine your costs. You can work the numbers out yourself, if you happen to
be an expert on everything from the cost of medical insurance to the implications of
forming a partnership versus a closely held corporation. Most likely, though, youll
need to get expert advice.
"Youll learn some lessons the hard way if you dont," Mr. Medici
warns.
A long-term contract -- five years is common -- will reduce the cost of your real
estate and equipment leases. Longer terms also are attractive to mother companies because
they ensure continuity of service.
A Chance to Earn
Just as crucial as your outventures financial underpinnings is its human side.
Bear in mind that creating a new firm represents a golden opportunity for you and your
co-workers to create a truly entrepreneurial culture, which most big corporations strive
for in vain.
"A number of our people are making more money than I do," Mr. Robinette says,
thanks to his firms profit-sharing plan.
"At First Boston, Id always pontificated that you cant pay good people
too much," adds Mr. Medici. "And this was an opportunity for me to put up or
shut up." Black Mountain also shares profits, and because every penny saved fattens
their pay, employees have become acutely cost-conscious. "Sometimes its hard to
get them to spend any money," Mr. Medici says.
His staff is looking forward to the day when the contract with First Boston allows them
to seek additional customers. "Because we have the infrastructure in place, when we
take on other clients, the profit margin will be a lot wider," says Mr. Medici.
The entrepreneurial drive to make money is just one key to making an outventure
succeed. The other is allowing broad participation from all employees in business
decisions. Your title may be president, but "you cant play El Presidente,"
says Mr. Robinette.
At first, he experimented with a completely flat organization that proved unwieldy. Now
that structure has evolved into a more practical, team-based organization that draws on
everyones creativity, he says.
Knowing what he knows now, would he do it again? "Sooner or later, your department
or a portion of it is going to be outsourced," says Mr. Robinette. "Either do it
yourself, or theyll do it for you."
-- Mr. Raimy, a freelance writer in Oakland, Calif., specializes in covering workplace
issues. This article has been reprinted from a previous issue due to its continuing
relevance.