Back in 2006, the specially formed tournament organisation announced that the 2011 Rugby World Cup would inject more than half-a-billion dollars into the NZ economy. What they left us to guess was who would really benefit from it. My bet is that, as usual, Aucklanders are going to get most of it and that the tourism industry will be the biggest benefactor. Tourism, needless to say, is important: it's New Zealand’s largest earner of foreign exchange. Unfortunately, not that many of us have tourism businesses!

In fact, in our last poll (Will the 2011 Rugby World-Cup Benefit HB Businesses?) the answer “Most businesses will benefit from the event” got exactly zero vote. On the other hand, the most popular answer was “Business profits will be squeezed by rising costs following price increases”, at 43%. In other words, hopes are not held very high. In truth, the last few months have a sobering time for many operations in Hawkes Bay. Yet, staying positive is important and many businesses can still be successful in the recession (for example, by expanding to different markets or by taking business from the competition). But if no one is buying, your options as a business owner seem to be limited. Or are they?

Being able to benefit from a large increase in visitors from foreign countries is not the only way that local businesses will be able to gain from the World-Cup. For example, visitors are invited to register (at no charge) to the New Zealand 2011 Business Club. This nation-wide initiative aims to connect international visitors with like-minded local businesses. What could you gain from that? Actually, a lot: free promotion, new investments, fresh ideas, expanding and exporting opportunities, access to a much wider network: you name it!

New Zealand Trade and Enterprise is also opening opportunities to NZ businesses of all levels and activities. Their website is a rich resource of suggestions and links to other networks that will help you benefit from the World Cup and the hundreds of events organised around it. Nothing for you there? Why not suggest your own event and attract those extra customers?

Think that a local Hawkes Bay business will not be able to benefit from the games? Think again. There are a plethora of tenders out there for contractors and sub-contractors. Registering - for free, with Tenderlink may just bring you that extra bit of work that you need.

If it's not extra business, it may be a chance to improve the way you do it that you may gain. For example, the KiaOraMai program offers all employers in the service industry a low-cost training solution for their employees. Largely funded by the government bodies, such World-Cup related initiatives should be taken advantage of before they disappear.

As the excellent Hawkes Bay Wine Country website points out, the games themselves are but a tiny portion of the World-Cup and much more supplies and services will be needed for the many events, festivals, fanzones etc. organised around them. Also keep in mind that businesses who are directly or indirectly involved with the World Cup will need more services and supplies themselves. So even if you're not part of them, there are still opportunities for you. Getting your business properly positioned to grab these extra opportunities will ensure that you make some of the profit your own. HB Wine Country has many suggestions for pretty much any business to benefit from the world cup on their website, as well as tips on how to get connected now.

So don't wait – start working your game plan now. There is a lot to gain from the fourth biggest sports and tourism event in the world. Now is not the time to let the chance pass you by!

If you're still not sure that your business can benefit from the IRB Cup or if you would like to work on ideas and suggestions to help you grab some extra profits, contact Nick on 0800 ASK NICK or get in touch by email.