When market expansion isn’t realistic, New Zealand SME owners need a different path to profit — one that doesn’t rely on more sales or more staff. This article introduces Hunting Efficiency – The Missing Profit, a new series and coaching programme that helps business owners uncover hidden profit through clarity, alignment, and smarter operations. Learn where inefficiencies hide and why efficiency may be your most powerful asset in today’s economy.

In a flat economy, chasing growth isn’t always an option — but finding profit still is. For New Zealand SME owners, the real opportunity lies in shifting from a growth-first mindset to one centred on efficiency. This article outlines practical actions, HR best practice, and a relatable Kiwi success story, showing how internal clarity and smarter systems can drive margin growth without needing a single new customer.