My varied vocational path has afforded me the opportunity to cross paths with many highly intelligent, creative and all-around remarkable folks with varying degrees of “career success”.  Naturally, one man (or woman’s) notion of “success” does not fit all, but suffice to say that most agree that given one’s career path, “success” includes a certain amount of financial aptitude and a general satisfaction derived from one’s work.  This being said, in considering how to approach an article on small-business ownership, I made a rather astounding discovery.  Most nearly everyone I’ve spoken to regarding their respective careers has confessed to me at one point or another that they secretly long to start their own business!  Admittedly, I have taken quite a fancy to it myself.  In today’s saturated marketplace, overwrought with products and services and spinning wildly with the alacrity at which technology is advancing, many workers accustomed to the 9-5 work day, complete with office cubicle are discovering that small-business ownership is no longer the privilege of stuffy, right-brained workaholic behemoths.  Today’s business owner can be anyone from the terminal-degreed super-brain to the creatively inspired housewife.  To be sure, it’s an exciting time for today’s business owner, and much of this can be attributed to that technology of which I spoke earlier.

Investing in a small business today is available to all of us, that’s right…you heard me…and this includes…you! Naturally many of you immediately responded with a steady stream of “buts,” head-shakes and gasps, granted, a natural response.  However, the notion of you investing in a small business of your own is within your grasp, and largely because the “investment” of which I speak has little to do with the money you may have been told you would need to come up with, and more to do with creative inspiration, time and a tech-savvy spirit!  The key to the successful small business today has little to do with “initial overhead,” and more to do with a strong Business Plan, clear goals, a strong, quality product and a professional website and on-line marketing strategy.  Of particular importance when establishing your venture is the professional website.  Today’s small-business website is its calling card, it is ground control, headquarters, the mother ship, I think you may get the idea.  A business’ primary aim in establishing its product/service is to facilitate a client base of individuals or organizations which may have a vested interest in the service/product you provide, and to cultivate existing relationships with your current client base.  Much of this, as I mentioned earlier can be done through savvy, low-cost internet marketing, but without a company website to link your banner ads, eblasts, and e-promotional material to, your efforts are virtually fruitless! 

These tips for developing a website for your small business will launch your brainchild into the new millennium and open the doors wide to establishing a strong client base and a profitable business venture!

1. Choose and Insure your Domain Name:

 When thinking about a Domain Name for your website, liken it to the process you underwent when deciding upon a name for your business.  Uh, you have done that, right?  You will want to select a Domain Name that establishes your business. Many businesses opt for a Domain Name that refers to, is similar to…or “is” their business name.  Unfortunately, many folks shopping the internet market make a terrible mistake when attempting to acquire their Domain Name of choice.  Many will enter the chosen name into a common search engine search bar (such as Yahoo or Google) to see if anything “pops up” as it were.  Although this may sound like a plausible way to identify whether or not your name of choice is available, you may be dooming yourself and your chosen name to a hefty price tag for its “getting”.  Sadly, it is a common on-line practice these days for profiteering web-skimmers to identify which possible Domain Names have been searched for, and the frequency with which it has been done.  These names will then be bought out by these web surfing pirates, wherein they will be optioned to you later for a ridicules fee.  To truly protect your Domain Name, make a list of ten or so names that genuinely appeal to you, in order of preference.  Make sure you have your credit card ready, and then do your search in the order in which the names appear on your list.  Once you have found a desired Domain Name that is available, purchase it immediately (i.e. right then and there) and you’re in!

2. Select Your Web Host:

Now that you have selected your Domain Name (feels good, doesn’t it), you will want to find a company to host your website.  A web hosting company essentially consists of a large network of computers which can easily accommodate your website, (thousands, actually) and make them viewable to the virtual community.  There are many things to consider when deciding upon a web hosting company.  Unfortunately, there is no “one size fits all” formula for the process.  For some, cost is an issue, for others who may be inordinately lacking in technological prowess, you may want to consider a company that offers packages which may include building your site for you, and even updating it regularly and providing competent and reliable technical support. 

I strongly encourage you to take your time with this research project, and that is exactly what it is!  Spend some time on the web researching various web hosting companies, read as many on-line articles offering “choosing a web host” tips as you can.  Do not make this decision hastily, as most web hosting companies will charge, at minimum a monthly fee, and others may charge a hefty initiation fee.

3. Develop your Web Pages:

Once again, the process of developing the content for your web page is not for the faint of heart, particularly if you are not known for your “html magic”.  Any good architect or remodeler begins with a blue print or floor plans before undertaking their task at hand, building your web page should include the same, a thoroughly blueprint articulating the desired effect.  How many pages would you like your website to have?  Most websites offer at least four, including:  Home, About Us, Services and Contact.  However, depending on the services and/or products your business offers, you may want to include additional pages pertaining to Client Testimonials, Photo Galleries, Menus, Portfolio, Directions/Maps, etc.  I think you’re beginning to get the idea.  There are thousands of ways to design your website.  A web designer can be contracted.  However, they are usually quite pricey.  There are also thousands of programs a consumer can purchase to facilitate building one’s own site.  This can be time-consuming.  Particularly, as I’ve mentioned earlier, if one is not particularly technologically savvy.  Once again, I encourage you to do your research when deciding how to approach the building of your website and its pages. This is your “calling card”.  As such, a shoddy website, with poorly written copy and an unattractive design, or a site difficult to navigate will quickly drive your potential client away.  Create a site that will keep them with you for at least five minutes!

4. Develop a Presence on Major Search Engines & Client Opt-Ins:

Now that you’re up and running with a bonafide business site of your very own, you need to let “us” know about it.  A site unseen is no better than a figment of one’s imagination, so get out there and promote your site.  You’ll need to begin promoting your site by 1) seeing to it that major search engines such as Google, Yahoo, AOL, etc. are listing your site prominently when searched for and 2) developing an extensive mailing-list.  When attempting to elicit clients, nothing sours a web-ster more than an inbox overburdened with spam.  Make sure to include in your promotional materials, as well as on your website, an opt-in link, requesting emails from interested parties so that you might send them emarketing promotional material with their respective blessing.

Armed with these easy web tips, you are well on your way to realizing your small-business venture, creatively professionally, and perhaps most importantly, inexpensively.  It all begins with your web presence, folks…jump from here and you’re sure to fly!

This is a really cool video on Guerrilla Marketing!!!

What with all this talk of networking and “putting yourself out there” as it were, many of you may be thinking, “as much as I appreciate the need for social interaction where my business is concerned, what if I’m not a people person?  What if I don’t know how to be “easy” with communicating my strengths and value”?  This is a valid question, for some networking is as natural as taking in air, for others…well, as difficult as uncomfortably holding your breathe.  Fortunately, networking is not a cut-and-dry affair.  Although most of us associate networking with getting to as many business/social functions as possible and verbally putting that best foot forward, there are other, less socially-oriented methods of networking that may be more in keeping with your own personal style.  Of course, understanding your personal style is critical in helping you to identify the most effective way of marketing your skills, talents and services to that vast social network out there we call the world!  This begs the question, what kind of business owner are you?  “There are 9 key types of personality and understanding each will help you to enjoy your business more and provide your company with what it needs to grow,” says Darrell Zahorsky, President of Profit Innovators, Inc. and business consultant of the New York Times.  These 9 Personality Types of Entrepreneurs will assist you in assessing how you can best operate in your business, meet the needs of your clients and find networking and marketing strategies that will prove most effective.

1. The Improver:  The Improver focuses on improving the world in some way via the business venture.  Improvers are notably adept at maintaining an ethically sound business; integrity and moral standing is key.  These business types can fall into the trap of perfectionism and often may be over-critical of employees and customers.

2. The Superstar:  The business venture in this model is centered around the high-energy, adept and charismatic “superstar” CEO.  This personality will often build a business around the personally developed brand.  These personality types can fall prey to workaholism and are often highly competitive.
3. The Advisor:  This is the quintessential “customer service” personality type, and most likely to proffer up assistance and advice to customers…famous “Advisor” creed, “the customer is always right”. Beware the “burn-out” rate associated with this personality type.  These entrepreneurs will frequently focus so heavily on customer relations; they may leave their own personal needs and that of the staff by the wayside. 

4. The Artist: As the name suggests, these personality types are often highly creative and idealistic.  Most commonly associated with creatively-inclined businesses, such as web and graphic design.  These personality types are frequently overly-sensitive regarding their artistic output…beware of taking things personally.  Some criticism can be constructive.

5. The Visionary:  These personality types are focused primarily on the future and notably forward-thinkers.  A high degree of curiosity and a sincere interest in the world around you is the foundation of these entrepreneurs.  A word of caution, these personality types can frequently get caught up in the “dream” and lose sight of the “real world” as it pertains to the best interests of the business.

6. The Analyst:  These thinkers are the “fixers,” and often function in a highly linear and systematic fashion.  These businesses are often centered in scientific exploration and research or engineering.  These types excel at problem solving.  A noteworthy caution:  analytical thinkers can find themselves trapped behind their own minds…work on the notion of trusting others to do their respective part.

7. The Fireball:  The fireball, once again as the name suggests, is a business leader laden with passionate drive, energy and exuberant optimism.  Customers often trust that these businesses are “can do” businesses, first and foremost.  Personality Alert:  These personality types notoriously over commit themselves and their staff, balance your inherent exuberance with effective business strategizing. 

8. The Hero:  The hero brazenly leads their business and staff into any surmountable and seemingly insurmountable challenge.  Perhaps the Star Trek creed best serves this courageous personality type, “boldly goes where no man has gone before”!  A word of caution to this great entrepreneurial lion, take heed to avoid forceful tactics in your business dealing and beware of over commitment.

9. The Healer:  This personality type provides a nurturing and harmonious business environment.  These entrepreneurs seem to have the uncanny ability to stay cool in virtually any situation. However, a word of caution:  your need to maintain sanctuary within your business may feed a largely unrealistic comfort zone.  Open your mind to the hazards of outside realities and plan for business turmoil, don’t avoid it.

Clearly, there exists a considerable amount of “gray” when assessing one’s one personality type, but making this assessment early on in your business venturing is critical to analyzing your own needs as well as those of your company, your staff and your customers.  There are a plethora of intensive on-line personality tests to help you in gauging your own modus operandi.  Visit these sites and test yourself.  They’re often free and require 10-30 minutes of your time.  You’ll find the investment to be invaluable!

See: 
http://similarminds.com/software.html

http://www.2h.com/entrepreneur-tests.html

http://www.humanmetrics.com/cgi-win/JTypes2.asp

The Email Autoresponder or auto email is a proven efficient and effective promotional tool that meets the needs of both your client and your business via automated Emails, Eblasts, Enewsletters and the like, customized with your own unique brand and sent automatically to your client-base by way of a virtual contact database.  With the trend of Email Autoresponder marketing came a plethora of on-line services specifically designed to assist the business owner with developing catchy, colorful e-marketing templates.  Many of these services provide dozens of aesthetically pleasing templates for promotional mail-outs, coupons, newsletters, formal introductory letters, holiday mailers and scores of e-marketing tools designed to strengthen the relationship between you and your clients. 

In addition to Email updates, Email Autoresponders allow you as a business owner to respond to customer questions, comments and feedback, sent to your business email account, as well as those questions posted directly to your website. Email Autoresponders generate unique templates, which can respond to specific questions, technical support and the like then send these email responses out to the client directly.  Simply designate an email specifically for customer questions, and encourage your client-base to post their questions and concerns to this specific address.  Then, generate an automated response that contains answers to the most commonly asked client questions.  Gone are the days of wading through hundreds of customer emails and drafting response after response, one request at a time.  Email Autoresponder services do the legwork for you!

Email Autoresponders can also be used to assist you in gathering customer email addresses for future Eblast or Enewsletter mail-outs.  Once again, simply designate a unique email address that will capture visitor email addresses and post it on your website.  Visitors to your website can post their client information and you have now manufactured a client-list to send e-marketing material to in the future!

When considering which Email Autoresponder service to utilize, you can opt for a free service, or one that will charge a nominal monthly fee.  It is recommended to pay that small monthly fee (approximately $15-$19/mo.).  Free services often bring with them the headache of unwanted advertisements, which are included in your business mail-outs to customers.  As such, these mail-outs can, and often are considered SPAM; certainly not the most effective way of building customer relations.  Best to pay this nominal fee and allow an Email Autoresponder service help you to build your on-line marketing tools!

Chapter 2 – “Getting the Word Out” – “Let’s Start With You”

1.       Brief Chapter Overview:

Eminent philosopher, Thales proclaimed “know thyself”!  It may seem that I’m over-simplifying things, but often in matters of self-exploration, the simple solution can yield the sweetest fruit.  Chapter 2 deals with self-exploration.  As the chapter can attest, most entrepreneurs exhibit specific characteristics that increase the prospect of business success; leadership skills, creativity, self-motivation and focus, to name but a few.  However, perhaps the most shining inner-trait is one’s ability to establish and cultivate strong relationships with others.  Business, like virtually all other aspects of human life, was never meant to be a solitary endeavor.  Relationship-building skills translate to one’s ability to effectively collaborate with others, build a trust-based relationship with clients and elicit constructive feedback.  Does this sound like “you”?  Don’t know?  Thus the need for a thorough self –inventory.  What are your strengths, what are your weaknesses?  What are those qualities you’ve been harboring which stand in the way of you and realizing the full potential of your business endeavors?  Without it, grappling with the many inherent problems that can arise as a business-owner becomes a futile enterprise, indeed.  Chapter 2 describes many of the obstacles that can face any business pioneer, but with this thorough self-assessment in hand; any entrepreneur can be a successful one!

 2.       Bulleted Helpful Tips:

Here are a few gems pulled from Chapter 2 that are critical to the notion of “starting with you,” as such, I can’t think of a better place to begin!

 

·         It all starts with you!  Know yourself; uncover your remarkable gifts, as well as those defects which may be standing in the way of your progress.

 

·         Administering a thorough self-assessment is critical to growing and developing the successful entrepreneur within.  Once you have determined what you have to offer, as well as what you may need to find in others, embrace it and your business venture and client-base will thank you for it.

·         Although all businesses face a landscape strewn with obstacles, armed with your self-assessment, these obstacles can be intelligently confronted.

 

·         Business, like life, was never meant to be a solitary endeavor!  Ask for help when necessary.  If you’ve discovered your lacking in an area that proves useful to successful business practices, perhaps you lack focus, ambition, or creativity, find others with strengths in these areas.  You’ll find you can be of service to each other, and that’s really what successful business practices are all about, being of service, first.

  3.       Real-Life Example:I’m sure it comes as no big surprise that the ravages of Hurricane Katrina left millions, homeless, hungry and, for some hopeless.  Many men and women who still proudly refer to New Orleans as “home” lost everything that day.  For Chris Reams, owner and brain-child behind Ichabod’s, a retail clothing store sporting trendy fashions, largely of his own design had only been opened a few short months in its new location when Hurricane Katrina hit.  Reams, who had been staying with family in St. Louis after the storm, returned to survey the damage more than a month later.  What the severed flooding didn’t destroy, the looters pilfered.  “It was horrible,” Reams recalls. “I didn’t stay in there long; I couldn’t bear it.”  For many young entrepreneurs like, Reams, the economic devastation Katrina left in its wake may have broken the spirit…but not this tenacious business owner. 

Reams realized that if he was to successfully rebuild his “dream,” virtually from the ground up, he simply could not go it alone.  With the help of his sister and some good friends, Reams re-launched his website.  However, perhaps the most critical decision he made was to introduce himself to his competitor and to ask for help and proposed a business relationship.  New Orleans natives were beginning to return to their ravaged city in droves and were in need of clothes.  Reams was unable to meet the high demand for shipping needs on his own. 

 

Reams suggested to his competitor, a vintage clothing retailer across the street who had seemingly been spared of looters a mutually beneficial liaison.  Reams would supply her with his original designs, and she would sell the clothing and give him 50% of the profits.  The partnership worked, and the dynamic duo pulled in an excess of $500,000 in sales in 2006.

 

Chris Reams remarkable come back was not his alone to own, his willingness to assess his situation and to reach out for help from family, friends and even his competition, in time of need makes this a success story on many levels! 

  4.       Final Words (Where to get more info):

By now, I feel certain that you’ve come to appreciate the importance of doing a little internal “grunt-work”.  Ask any business owner, and they will insist pointedly on the importance of taking inventory on a regular basis to assess what one has an abundance of, and one may need to be ordered.  Granted, sadly we can’t place a call into our wholesale provider with a request for ten more boxes of self-discipline or a double-shipment of creative brilliance.  However, we can shape our business plan and the venture itself around those characters assets we exemplify, as well as those slightly less savory defects that cast a thin, but often seemingly impenetrable veil between our best efforts and true success.  As such, below you will find a few articles speaking to the importance of Self-Assessment, as well as a few sites I haven’t yet shared in Chapter 2.  And remember; look for assessments that don’t simply measure those somewhat antiquitous benchmarks for business success, but also find those that measure relationship success and receptivity!  So, get started on that long, but highly rewarding road to self-awareness…happy trails!

 1.      http://www.entrepreneur.com/startingabusiness/selfassessment/article84134.html2.      http://www.rileyguide.com/assess.html3.      The Entrepreneur’s Complete Self Assessment Guide: How to Accurately Determine Your Potential for Success (Self-Counsel Series) by Douglas A. Grey4.      What Color Is Your Parachute? 2008: A Practical Manual for Job-hunters and Career-Changers by Richard Nelson Bolles