Crack the scaling code: What to expect as you scale your small business

Scaling a business is thrilling — but it’s also one of the most fragile phases for your brand. More visibility, more sales, more partnerships — great on paper. But without the right systems and strategy, your brand can easily lose its edge in the process. As someone who has navigated these challenges firsthand, I understand the complexities of scaling a brand. When I participated in Target Takeoff Beauty program in 2018, I was able to take my consumer packaged goods (CPG) brand from 25 doors to 110 in less than six months. That kind of growth required strategic planning, financial discipline and operational efficiency. Through this experience, I learned valuable lessons about overcoming scaling challenges, which I’ll share in this article. 

I wish I could say I did everything right — but the truth is, mistakes were made. My motivation for writing this is to help you not make the same mistakes.  

My journey through Target Takeoff was about more than rapid retail expansion — it was a crash course in the realities of scaling. I faced challenges in operations, funding and brand consistency. And while I didn’t get everything right, those lessons became the foundation for how I approach growth today. 

Now, as the co-founder of ARCHTOCULTURE, a creative agency, I apply these experiences firsthand to help brands scale strategically. We guide businesses through growth with the insights, structure and foresight needed to avoid common pitfalls, ensuring they expand without losing their authenticity or impact. So, straight from the consulting desk – and my own personal experiences – here are the top five pain points that most small businesses experience when scaling, and how to conquer them.  

1. Operational inefficiencies: When systems can’t keep up 

As your brand grows and demand ramps up, those behind-the-scenes cracks will start to show. What worked smoothly when you were a small brand can quickly turn into bottlenecks that slow things down.  

Common challenges: 

• Outdated workflows that delay production or service delivery 

• Difficulty managing supply chains and logistics 

• Inefficient communication between department

Solutions: 

• Implement automation: Use project management tools like Asana, Monday.com or Trello to streamline workflow. 

• Standardize processes: Create SOPs (Standard Operating Procedures) to ensure consistency and efficiency. 

• Leverage artificial intelligence & technology: Tools like Zapier can automate repetitive tasks, reducing manual workload. 

• Improve communication: Use platforms like Slack or Microsoft Teams to enhance collaboration. 

“Leveraging AI can help with creating efficiencies in your day-to-day workflow.” — Kyle Frazier 

Scaling successfully means refining your processes to handle more business without chaos. 

2. Cash flow and funding struggles: Growing without going broke  

Scaling requires capital. Whether it’s expanding inventory, hiring more staff or increasing marketing efforts, costs rise before revenue catches up. Many brands struggle with cash flow management and securing funding. 

Common challenges: 

• Running out of cash before hitting the next milestone 

• Choosing between bootstrapping, loans or investment 

• Managing costs while waiting for revenue 

Solutions: 

• Forecast with honesty: Build conservative models and include a buffer. 

• Monitor cash flow closely: Use tools like QuickBooks or Xero to track finances in real-time. 

• Diversify revenue streams: Add new channels, subscriptions or upsells. 

• Seek smart funding: Choose crowdfunding, venture capital partners, or loans that align with your vision. 

• Negotiate supplier terms: Secure better terms to ease financial pressure. 

“Having actual purchase orders and correspondence from the retailer—specifically the buyer—went a long way to build trust and momentum with strategic partners.” — Kyle Frazier 

3. Hiring and team dynamics: Building a scalable workforce 

Your early hires were likely multitaskers wearing many hats. As you scale, you’ll need specialists and leaders to manage growing complexity. 

Common challenges: 

• Hiring too fast—or too slow 

• Losing your culture in the growth phase 

• Poor delegation and unclear roles 

Solutions: 

• Hire with purpose: Focus on long-term alignment, not just quick fixes. 

• Develop leaders: Equip team members with leadership tools. 

• Outsource smartly: Bring in freelancers/agencies when full-time isn’t required. 

• Protect culture: Define and communicate your values clearly. 

“Scaling successfully means having the right people in place at the right time.”  — Damon White, co-founder, ARCHTOCULTURE 

Pro tip: During the Target Accelerators program, mentorship played a critical role. Having experienced leaders offer guidance on hiring and team-building saved us time, money and missteps. 

4. Brand consistency and customer experience: Staying authentic while growing 

Growth can dilute your voice if you’re not intentional. Customers will notice if things start feeling disjointed or low quality. 

Common challenges: 

• Inconsistent brand voice across platforms 

• Generic or impersonal customer service 

• Drops in product/service quality 

Solutions: 

• Create a brand guide: Lock in your voice, tone and visual identity. 

• Use CRM tools: Platforms like HubSpot or Klaviyo help keep customer relationships warm and personal. 

• Maintain quality control: Evaluate regularly and set non-negotiables. 

• Engage consistently: Be active, responsive and human on social media. 

“As you start to expand your team, having a brand guide will help them learn your brand, its voice and audience.” —  Kyle Frazier 

5. Expanding without losing focus: Scale smart, not fast

New opportunities will come flying in—but not all are aligned with your goals. Saying yes to everything? Fastest way to burnout or brand dilution. 

Common challenges: 

• Losing focus on your core offering 

• Expanding before systems are ready 

• Entering new markets without research 

Solutions: 

• Stick to your core: Protect what made your brand successful. 

• Scale in phases: Don’t stretch your resources too thin. 

• Validate before you expand: Do your homework and test ideas. 

• Launch soft first: Small pilots > expensive flops. 

“Saying no sometimes means saying yes to your process.” — Kyle Frazier 

Growth IS the long game. Say YES to what aligns, and NO to what distracts. 

Final Thoughts: Scale with intention 

Scaling a business isn’t just about selling more — it’s about growing efficiently and sustainably. By tackling these common growing pains head-on, you can set your brand up for long-term success and impact. 

“Growth is not just about momentum — it’s about alignment.” — Kyle Frazier 

What’s your biggest challenge when it comes to scaling? 

Does any of this resonate with you? I’d love to hear your thoughts and support your journey. Let’s build brands that scale with soul.  

Want help with this in your own business? Let’s connect.   

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About the author

As a Creative Brand Strategist, I reimagine how brand strategy, marketing and collaboration drive authentic connections and impactful partnerships. With expertise in creative direction, strategic brand development and storytelling, I help brands grow from startup to scale. My work—spanning national campaigns and interdisciplinary leadership—has earned me North American Cosmoprof’s Brand Trendsetter of the Year twice. Passionate about solving complex challenges, I craft meaningful consumer experiences that leave a lasting impact. Let’s connect and bring your brand’s vision to life.