Free daily tips, information, advice and ideas
to help you better manage your small business.
Businesses have a way of pulling you in various directions. No matter what you operate, you will be tempted to head off down a side road.
More people are turning to therapy to achieve weight reduction, so should a nutritionist go off in that direction? More people are looking for healthy meals, so should you turn your cafe into only farm fresh, vegetarian meals?
You created your business using your dream. That dream is your core. Messing with it can destroy your business. Be careful.
Example: Jennie opened a bakery. She was inspired by the looks of kids when they sampled her brownies. Her baking passion caused her to expand into high-end, high priced cakes. It was a good move. The business thrived because she took advantage of a market that was ripe for the taking. But she missed the children's faces. She kept the high-end cake part of her business, but she brought back the brownies and added cookies. One evening each week, Jennie holds an open house. Kids are invited to sample the goodies at no charge. Their parents buy more to take home, and they remember Jennie when they need a high-end cake.
If you move away from your business core, you are leaving something behind. Maybe you can incorporate a new direction with the old direction and be the better for it.
Example: Josh is an environmental engineer. Frequently, he gets caught up in the lengthy permitting process for a project. Getting permits in place means keeping abreast of all the local regulations and permits, and this sapped his time and energy. He decided to put part of the process onto his clients--he began requiring them to go for permits and deal with the local bureaucracies. This left Josh with more time to devote to his first love--environmental engineering. But clients resisted his new procedures, and he lost some work because of it. He did a U-turn and, again, as before, began offering to handle the whole project, end to end.
What saves you time can weigh heavily on your customers. Changing the way you offer your goods and services can have dire consequences in the marketplace. People know what they want, and they come to you to provide it.
Your business core is who you are. You can grow, expand and even go off in a new direction. Just be careful messing with your original dream.
Thursday, January 14, 2016
Wednesday, January 13, 2016
Beyond the daily grind
Free daily tips, information, advice and ideas
to help you better manage your small business
You've done it. I've done it. It happens to everyone, all the time.
We tend to pigeonhole each other. We remember Judy who leads the meditation classes. But she is also an expert massage therapist. Who knew?
Running your business, you must guard against this. Your clients and customers tend to remember you for one thing only. While everything you do might be related, you need to point it out.
It's a problem. You must tell, remind, inform and otherwise educate your customers and clients. If you don't, they might not think to call you when they need another service that you offer.
Example: You hired a web designer and you were pleased with the result. Then you needed someone to set you up on social media sites. So you called your web designer and asked for a referral. That's when he told you, "I can do that." You had thought of your web designer in only one way. And he had not informed you of the other things he did.
Example: Clients depend on your accounting firm to handle their taxes. But they are not aware that your firm also helps business owners prepare for the eventual sale of the business. You must remind them from time to time that you have additional expertise. When the time comes that they need your other services, you get the call.
Example: Regular diners are happy with the healthy meals they enjoy at your small restaurant. But they forget that you also run a catering operation. When they need to prepare for that corporate meeting, they call a caterer. You've missed an opportunity because you did not remind them that you also cater events.
Reminding people of all the things that your business does should be on you do-do list. If you depend on them to remember that you can cater their next meeting, then you are depending on them to do your selling for you.
A gentle mention, tucked into another conversation, can be a valuable part of keeping your customers and clients informed. And coming back.
Get beyond your daily grind. It's not enough to provide your customers and clients with what they want at the moment. Remind them of all the things you can do for them.
to help you better manage your small business
You've done it. I've done it. It happens to everyone, all the time.
We tend to pigeonhole each other. We remember Judy who leads the meditation classes. But she is also an expert massage therapist. Who knew?
Running your business, you must guard against this. Your clients and customers tend to remember you for one thing only. While everything you do might be related, you need to point it out.
It's a problem. You must tell, remind, inform and otherwise educate your customers and clients. If you don't, they might not think to call you when they need another service that you offer.
Example: You hired a web designer and you were pleased with the result. Then you needed someone to set you up on social media sites. So you called your web designer and asked for a referral. That's when he told you, "I can do that." You had thought of your web designer in only one way. And he had not informed you of the other things he did.
Example: Clients depend on your accounting firm to handle their taxes. But they are not aware that your firm also helps business owners prepare for the eventual sale of the business. You must remind them from time to time that you have additional expertise. When the time comes that they need your other services, you get the call.
Example: Regular diners are happy with the healthy meals they enjoy at your small restaurant. But they forget that you also run a catering operation. When they need to prepare for that corporate meeting, they call a caterer. You've missed an opportunity because you did not remind them that you also cater events.
Reminding people of all the things that your business does should be on you do-do list. If you depend on them to remember that you can cater their next meeting, then you are depending on them to do your selling for you.
A gentle mention, tucked into another conversation, can be a valuable part of keeping your customers and clients informed. And coming back.
Get beyond your daily grind. It's not enough to provide your customers and clients with what they want at the moment. Remind them of all the things you can do for them.
Tuesday, January 12, 2016
Freebie promotions
Free daily tips, information, advice and ideas
to help you better manage your small business
No matter how many times you hear the "free" word, it moves you. It is a magic word that people in small business can use to attract attention.
You hear it and read it all the time. But you don't have to sell on television or mobile devices to take advantage of the "free" word.
Example: Any small business can offer free workshops, seminars, demonstrations, information sessions, open houses, and the like. People are hungry for information and will attend free sessions. Chiropractors can explain just what chiropractic is--and offer short free demonstrations. Music and dance studios can show just what classical, modern, hip hop and jazz dancing is all about. Restaurants can hold cooking sessions. Accountants can talk about taxes--always a concern for small business and the general public. Any food place can offer a "free" sample table.
Example: A fitness operation or massage therapist can set up free demos and introductory sessions. People attend, discuss, ask questions and perhaps sign up. The same holds for yoga and it is an hour well spent by the business owner. Even if no one signs up, a good impression is made--and the word spreads in the community.
Example: Many construction outfits and home improvement businesses charge a fee for an estimate. The company's reasoning is that it costs them to send out an estimator. In today's world, this can leave a bad impression. People expect estimates for free. Put the word out that your estimates are free--and emphasize it. This just might be the edge that gets a new customer to call you instead of your competitor.
Use social media to get the "free" words out there. More will be passed around among friends, and this can get you referrals.
Freebie promotions should be part of your promotions. Promotions that include the word "free" work better than those that don't.
to help you better manage your small business
No matter how many times you hear the "free" word, it moves you. It is a magic word that people in small business can use to attract attention.
You hear it and read it all the time. But you don't have to sell on television or mobile devices to take advantage of the "free" word.
Example: Any small business can offer free workshops, seminars, demonstrations, information sessions, open houses, and the like. People are hungry for information and will attend free sessions. Chiropractors can explain just what chiropractic is--and offer short free demonstrations. Music and dance studios can show just what classical, modern, hip hop and jazz dancing is all about. Restaurants can hold cooking sessions. Accountants can talk about taxes--always a concern for small business and the general public. Any food place can offer a "free" sample table.
Example: A fitness operation or massage therapist can set up free demos and introductory sessions. People attend, discuss, ask questions and perhaps sign up. The same holds for yoga and it is an hour well spent by the business owner. Even if no one signs up, a good impression is made--and the word spreads in the community.
Example: Many construction outfits and home improvement businesses charge a fee for an estimate. The company's reasoning is that it costs them to send out an estimator. In today's world, this can leave a bad impression. People expect estimates for free. Put the word out that your estimates are free--and emphasize it. This just might be the edge that gets a new customer to call you instead of your competitor.
Use social media to get the "free" words out there. More will be passed around among friends, and this can get you referrals.
Freebie promotions should be part of your promotions. Promotions that include the word "free" work better than those that don't.
Monday, January 11, 2016
Networking promotions
Free daily tips, information, advice and ideas
to help you better manage your small business
Networking expands your business reach. You find more clients and customers at networking sessions.
A networking meeting brings together business people, owners, professionals, and others in the community. You build a network of people who get to know you and what you do.
Many networking groups exist. Some are local undertakings, others are local chapters of international groups. Look for networking groups in your area. Check the local chamber of commerce, and check out groups listed on MeetUp.com.
If you don't find one to your liking, start a networking group of your own. It's easier than you might imagine.
Example: Ralph is a chiropractor who runs a wellness center. He has been expanding over the past several years--adding a nutritionist and healthy foods experts, a certified hypnotist who does classes in weight management, a massage therapist, and more. Ralph tried several networking groups and was disappointed in all of them. They were too structured or they were to limited or they charged too much for the benefits realized. He decided to hold his own networking sessions at his place. He put the word out on social media, and he set up his own site on MeetUp.com. Once each month, his place is filled with local business people and professionals anxious for a relaxed evening out, meeting new people, discussing problems--while having a little refreshment. Ralph gets local caterers, bakers, cafes and others to furnish hors d'oeuvres and other goodies for the monthly meeting. There is no cost to Ralph, and it gives them exposure they otherwise would not have.
Many businesses have space available to accommodate a small group. Restaurants, wellness centers, fitness centers, music centers, artists' studios and others have space enough for a small networking meeting.
Networking sessions are not places to sell your goods and services. They can expand your sphere of influence, however. And they get you referrals.
to help you better manage your small business
Networking expands your business reach. You find more clients and customers at networking sessions.
A networking meeting brings together business people, owners, professionals, and others in the community. You build a network of people who get to know you and what you do.
Many networking groups exist. Some are local undertakings, others are local chapters of international groups. Look for networking groups in your area. Check the local chamber of commerce, and check out groups listed on MeetUp.com.
If you don't find one to your liking, start a networking group of your own. It's easier than you might imagine.
Example: Ralph is a chiropractor who runs a wellness center. He has been expanding over the past several years--adding a nutritionist and healthy foods experts, a certified hypnotist who does classes in weight management, a massage therapist, and more. Ralph tried several networking groups and was disappointed in all of them. They were too structured or they were to limited or they charged too much for the benefits realized. He decided to hold his own networking sessions at his place. He put the word out on social media, and he set up his own site on MeetUp.com. Once each month, his place is filled with local business people and professionals anxious for a relaxed evening out, meeting new people, discussing problems--while having a little refreshment. Ralph gets local caterers, bakers, cafes and others to furnish hors d'oeuvres and other goodies for the monthly meeting. There is no cost to Ralph, and it gives them exposure they otherwise would not have.
Many businesses have space available to accommodate a small group. Restaurants, wellness centers, fitness centers, music centers, artists' studios and others have space enough for a small networking meeting.
Networking sessions are not places to sell your goods and services. They can expand your sphere of influence, however. And they get you referrals.
Friday, January 8, 2016
See to your window dressing
Free daily tips, information, advice and ideas
to help you better manage your small business
Small shops and stores have opportunities not available to online operations. It's the window they have on the street.
Dressed up windows get attention. Drivers slow down when a decorated window catches their attention. Strollers on the sidewalk stop, look and come inside.
Window dressing is becoming more important than ever. We are seeing more and more millennials opting for apartments and homes in small towns and cities. They are foregoing the flight to the suburbs. And they are supporting the small shops and stores within walking distance.
Example: Bill runs a small cafe on a town street busy with foot traffic. He deliberately set up his kitchen in the front window. People walking down the sidewalk are suddenly confronted with Bill and his helper busily preparing meals--just beyond the big plate glass window. People stop, watch, and are suddenly hungry. Bill has successfully turned his cafe into entertainment--a marketing strategy that can work in many businesses.
Example: Greta runs an upscale consignment shop specializing in "gently worn" women's fashions. Consignments come from professionals, executives, and women in the entertainment field. Dresses, gowns, outfits, coats, boots, handbags, jewelry and other accessories fill her shop. Greta changes her shop's window at least twice each week. She takes pictures of the window, including close-ups, showing detail and labels, and she posts them on Facebook daily. Greta does no traditional advertising. She uses only her window and Facebook to enjoy success.
Example: Lisa runs a high-end gift shop. She offers handmade items from artists and artisans. She changes her shop's windows once each week, highlighting new items. The streets of this small town are full of window shoppers--they work and live here, they come from nearby towns and cities. In Lisa's shop, they browse through pottery and glass items, small furniture and turned wood sculptures, jewelry and fiber art, and hundreds of other items. Frequently, Lisa clears out one window and invites an artist to set up an easel and create a painting--this always draws a crowd. Pictures go up on Facebook, Instagram, Pinterest and other social media. This is the extent of her advertising.
Turn your store's window into the focus of your business. This is where you connect with the community, the passing parade. Extend the window's reach by using social media.
to help you better manage your small business
Small shops and stores have opportunities not available to online operations. It's the window they have on the street.
Dressed up windows get attention. Drivers slow down when a decorated window catches their attention. Strollers on the sidewalk stop, look and come inside.
Window dressing is becoming more important than ever. We are seeing more and more millennials opting for apartments and homes in small towns and cities. They are foregoing the flight to the suburbs. And they are supporting the small shops and stores within walking distance.
Example: Bill runs a small cafe on a town street busy with foot traffic. He deliberately set up his kitchen in the front window. People walking down the sidewalk are suddenly confronted with Bill and his helper busily preparing meals--just beyond the big plate glass window. People stop, watch, and are suddenly hungry. Bill has successfully turned his cafe into entertainment--a marketing strategy that can work in many businesses.
Example: Greta runs an upscale consignment shop specializing in "gently worn" women's fashions. Consignments come from professionals, executives, and women in the entertainment field. Dresses, gowns, outfits, coats, boots, handbags, jewelry and other accessories fill her shop. Greta changes her shop's window at least twice each week. She takes pictures of the window, including close-ups, showing detail and labels, and she posts them on Facebook daily. Greta does no traditional advertising. She uses only her window and Facebook to enjoy success.
Example: Lisa runs a high-end gift shop. She offers handmade items from artists and artisans. She changes her shop's windows once each week, highlighting new items. The streets of this small town are full of window shoppers--they work and live here, they come from nearby towns and cities. In Lisa's shop, they browse through pottery and glass items, small furniture and turned wood sculptures, jewelry and fiber art, and hundreds of other items. Frequently, Lisa clears out one window and invites an artist to set up an easel and create a painting--this always draws a crowd. Pictures go up on Facebook, Instagram, Pinterest and other social media. This is the extent of her advertising.
Turn your store's window into the focus of your business. This is where you connect with the community, the passing parade. Extend the window's reach by using social media.
Thursday, January 7, 2016
Growing with Facebook
Free daily tips, information, advice and ideas
to help you better manage your small business
If you are not using Facebook to grow your small business, you are missing a big opportunity. Facebook is easy to use and you don't have to pay for it.
Promotions on Facebook begin with putting your small business up on the Facebook site. They lead you through it--and it is simple. Then, start uploading pictures--you're snapping pictures all the time, aren't you?
Pictures attract attention. They don't have to be professionally done. But they should be interesting--a close-up of a slice of cake if you are a baker, a street scene if you're a cafe, a new product you're offering. Even attorneys can announce free sessions on writing wills. You get the idea.
You post a picture on Facebook with a few words and you're done with your promotion for the day. Posting once a month won't get much return. But if you post two or three times a week, the response can be significant. It all depends on your picture--it needs to grab eyeballs.
Example: An upscale consignment shop specializes in fashionable women's clothing. A manikin is dressed in every outfit or dress or coat that comes in. A picture goes up on the shop's Facebook page. Handbags are shown with a close-up of the label. Boots and scarves and sweaters and more show up on the Facebook pages every week. The shop attracts widespread attention. Women call and reserve items to be picked up later, or they rush by after their workday. Facebook has helped turn this consignment shop into a destination. People "like" the page and pass it on to their friends and acquaintances. Referrals come in.
Example: A massage therapist posts pictures of hands working on clients--never showing a face. Pictures of hands massaging shoulders, necks, arms and legs trigger all sorts of responses from people seeing the pictures on Facebook. The response is more calls for more appointments from more people.
Example: Retail operations can show pictures of new products, new items being used, along with announcements of sales, discounts, gift certificates, and events set for weekends. Close-ups of jewelry, potted plants, baked goods, clothing, a deck under construction, and just about any other item can get a response on Facebook. When you run out of things to photograph, take pictures of pets. No matter your business, puppies and kittens always attract attention--and get passed around.
People in small business need all the publicity they can get--especially when it is free. Take advantage of what Facebook offers. No matter the business you're in, you'll be pleasantly surprised at how well Facebook can promote what you do.
Facebook is one of the best promotional tools for small business. And, just to make it clear, I have nothing to gain by recommending Facebook.
to help you better manage your small business
If you are not using Facebook to grow your small business, you are missing a big opportunity. Facebook is easy to use and you don't have to pay for it.
Promotions on Facebook begin with putting your small business up on the Facebook site. They lead you through it--and it is simple. Then, start uploading pictures--you're snapping pictures all the time, aren't you?
Pictures attract attention. They don't have to be professionally done. But they should be interesting--a close-up of a slice of cake if you are a baker, a street scene if you're a cafe, a new product you're offering. Even attorneys can announce free sessions on writing wills. You get the idea.
You post a picture on Facebook with a few words and you're done with your promotion for the day. Posting once a month won't get much return. But if you post two or three times a week, the response can be significant. It all depends on your picture--it needs to grab eyeballs.
Example: An upscale consignment shop specializes in fashionable women's clothing. A manikin is dressed in every outfit or dress or coat that comes in. A picture goes up on the shop's Facebook page. Handbags are shown with a close-up of the label. Boots and scarves and sweaters and more show up on the Facebook pages every week. The shop attracts widespread attention. Women call and reserve items to be picked up later, or they rush by after their workday. Facebook has helped turn this consignment shop into a destination. People "like" the page and pass it on to their friends and acquaintances. Referrals come in.
Example: A massage therapist posts pictures of hands working on clients--never showing a face. Pictures of hands massaging shoulders, necks, arms and legs trigger all sorts of responses from people seeing the pictures on Facebook. The response is more calls for more appointments from more people.
Example: Retail operations can show pictures of new products, new items being used, along with announcements of sales, discounts, gift certificates, and events set for weekends. Close-ups of jewelry, potted plants, baked goods, clothing, a deck under construction, and just about any other item can get a response on Facebook. When you run out of things to photograph, take pictures of pets. No matter your business, puppies and kittens always attract attention--and get passed around.
People in small business need all the publicity they can get--especially when it is free. Take advantage of what Facebook offers. No matter the business you're in, you'll be pleasantly surprised at how well Facebook can promote what you do.
Facebook is one of the best promotional tools for small business. And, just to make it clear, I have nothing to gain by recommending Facebook.
Wednesday, January 6, 2016
Managing your small business
Free daily tips, information, advice and ideas
to help you better manage your small business
Managing a small business is difficult. The basic problem stems from your being too close to the actual work. In fact, you might be the only employee, so everything falls in your lap.
You handle sales, production, customer service, ordering materials and supplies, scheduling and everything else that comes up. Then, you turn off the lights and take out the trash.
The head of a big company has other people to handle all these pieces of the operation. To use an analogy, the head of a corporation is like the conductor of a symphony orchestra. The strings and woodwinds and percussion players play their individual parts, and the conductor puts it all together to the delight of an audience--or customers.
That might be you one day. Meantime, your small business is you. You play all the parts and put it all together.
To manage your small business so that it grows in an orderly fashion, you must pay attention to planning ahead. Planning turns growth into an orderly process. Planning sets milestones to help you know you're on the right track.
First, set your long term goal. This can take some soul-searching on your part. A massage therapist, for example, can set a long term goal of growing into a wellness center--offering lots of different therapies.
Second, set some milestones that, over time, will head your small business toward that long term goal. This is a matter of working backward from the long term goal to where you are now. Tie your milestones to target dates in the future A plumber, for example, might set a milestone in the future to add another service van and another employee.
Third, each milestone will require that you answer certain questions. Will the consumer market you serve support each of your milestones? What effect will technology play? Will you need outside funding or can you grow using only internally-generated funds? Can you use a business partner? Will you need additional space, equipment, employees, or other inputs? Can your business growth pay for all this?
Fourth, turn all this into hard numbers for each milestone with a projected date. Make certain that projected income from your projected sales efforts more than covers projected expenses. This can be difficult. But numbers have a way of turning idle dreams into hard realities.
There you have it. You have just created your business plan, your road map to your future. It is the way you manage your business.
Planning ahead helps you sleep at night--after you take out the trash and turn off the lights.
to help you better manage your small business
Managing a small business is difficult. The basic problem stems from your being too close to the actual work. In fact, you might be the only employee, so everything falls in your lap.
You handle sales, production, customer service, ordering materials and supplies, scheduling and everything else that comes up. Then, you turn off the lights and take out the trash.
The head of a big company has other people to handle all these pieces of the operation. To use an analogy, the head of a corporation is like the conductor of a symphony orchestra. The strings and woodwinds and percussion players play their individual parts, and the conductor puts it all together to the delight of an audience--or customers.
That might be you one day. Meantime, your small business is you. You play all the parts and put it all together.
To manage your small business so that it grows in an orderly fashion, you must pay attention to planning ahead. Planning turns growth into an orderly process. Planning sets milestones to help you know you're on the right track.
First, set your long term goal. This can take some soul-searching on your part. A massage therapist, for example, can set a long term goal of growing into a wellness center--offering lots of different therapies.
Second, set some milestones that, over time, will head your small business toward that long term goal. This is a matter of working backward from the long term goal to where you are now. Tie your milestones to target dates in the future A plumber, for example, might set a milestone in the future to add another service van and another employee.
Third, each milestone will require that you answer certain questions. Will the consumer market you serve support each of your milestones? What effect will technology play? Will you need outside funding or can you grow using only internally-generated funds? Can you use a business partner? Will you need additional space, equipment, employees, or other inputs? Can your business growth pay for all this?
Fourth, turn all this into hard numbers for each milestone with a projected date. Make certain that projected income from your projected sales efforts more than covers projected expenses. This can be difficult. But numbers have a way of turning idle dreams into hard realities.
There you have it. You have just created your business plan, your road map to your future. It is the way you manage your business.
Planning ahead helps you sleep at night--after you take out the trash and turn off the lights.
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