Small Business Blog

Marketing a Small Family Business

Lisa — 2008-08-15T09:13:22-04:00

While family owned businesses may seem insignificant, they account for over 1/3 of Fortune 500 companies and for 80% of all new job creation, 60% of employment, and 50% of gross domestic product.

Marketing a small family business and focusing efforts around those attributes is a strategic marketing choice and not so much done to save money or resources according to small business marketing and management writer Joanna L. Krotz.

She writes first and foremost that connecting family values to your company is a sign of stability and responsibility to potential clients, which has become more valuable in recent times, especially following the aftermath of major corporate scandals such as Enron.

"The family-ness factor works well in marketing," says Ira Bryck, who directs the Family Business Center at the University of Massachusetts in Amherst. "Just as long as the business is treated like a business and the family is treated like a family."

One family style marketing success story of recent history features Columbia Sportswear company owner Gert Boyle, whose parents founded the company in 1938. The ad campaign portrays "Mother Boyle", an aggressive but humorous character that emphasizes the matriarchal standard "One Tough Mother" and later "Don't forget who makes the pants in the family."

Techniques abound for promoting and marketing a family image for smaller, newer businesses. Highlighting history is a good method and has been used successfully by small businesses borne out of historical events such as natural disasters and Prohibition for example. Other methods include publishing company history in marketing materials.

However, family or no-family, nothing takes the place of a good business and marketing plan. In the end, customers will judge your business on the merits, so pricing, quality, and service are absolutely essential issues.

Do's and Don'ts of Cell Phone Etiquette

Lisa — 2008-07-28T09:55:39-04:00

Besides e-mail and the Internet, cell phones may be the best invention since sliced bread. Small business owners are able to stay within reach if they're out of the office, and cell phones provide a certain level of personal security.

However, many have forgotten proper manners when discussing their business on the phone. How many times have you seen someone having a personal conversation in the middle of a crowd? Or, ever been in a movie when someone's phone rang?

These and many other transgressions are detailed by small business writer Joanna L. Krotz, a native New Yorker, who admits that a problem does exist. I find this almost stunning, considering their high tolerance of urban chatter and in-your-face attitude.

So, how do you make sure you're following proper cell phone etiquette? Some of it is common courtesy, such as shutting your phone off during a meeting, movie, show, etc. It's amazing how many people will not do this, and even actually answer the call!

According to Synovate, a market research group, 72% of Americans agree that the worst cell phone habit is having loud conversations in public. This leads to another etiquette point. Be at least 10 feet away from anyone or find a private spot before taking or making a call.

It is also suggested that you use an earpiece in high-traffic areas, which amplifies your voice so you do not have to speak so loud. And if you must take a call, keep it brief and to the point. Also, demand "quiet zones" or "phone-free areas" at work and in public spaces.

Finally, let all your friends know you have adopted proper cell phone etiquette and please, encourage them to do the same!

Preparing Yourself to Weather a Stormy Economy

Lisa — 2008-07-15T11:54:24-04:00

By most accounts, the U.S. economy is experiencing a tough time with the credit crisis and skyrocketing energy prices. The possibility exists, if it isn't happening already, for the nation's first recession since the September 11th tragedy.

Steps can be taken to protect yourself and your company from this, and be at the forefront once the economy recovers and more business returns.

First, and most important, is the protection of your personal assets. Some businesses will inevitably fail during a recession. If you are a sole proprietor or partnership, it may be wise to form an LLC or corporation to protect your home, car, etc. from creditors looking to satisfy their claims in the event your business does not make it.

Next, the difference between surviving a recession and going under depends a lot on cash flow, so keep a close eye on that. Be careful who you extend credit to for services and review and revise your collection policy.

Also, if your company is sound, you may want to apply for a line of credit if your business does not have one already.

Slow times are also no reason to slack off on marketing. Ask for referrals from current customers by offering discounts, or also get feedback. But be sure to reward them for their participation!

Beyond the above mentioned, trimming overhead and remaining optimistic can help you weather the storm. With soaring energy prices, upgrading equipment to more efficient models or making improvements to facilities are also important things to consider.

Small Business Owners See Hopeful Signs for Economy: Survey

Lisa — 2008-07-07T02:15:51-04:00

A recent survey by Business Owner's Toolkit indicated that while small business owners remain wary of current economic conditions, they are pretty optimistic about their current outlook.

By an overwhelming majority, 83% of small business owners plan some sort of expansion to their business in the next year. Half of those are pretty optimistic while the others are more cautiously optimistic. Out of 1300 businesses surveyed, 85% stated that they have not seen a decrease in demand for their products and services.

Nearly 70% of respondents expect demand for their products in increase in the next six months while only 5% stated they expect their demand to decrease.

However, business owners surveyed indicated some concerns. These include: economic conditions (52%), energy costs (42%), materials cost (26%), taxes (23%), and access to credit (21%).

"Small business owners have heard messages of gloom and doom, but the majority aren't experiencing it," said Troy Janisch, publisher of Business Owner's Toolkit.

These concerns though reflect the growing trend in improving operational efficiency. A majority of small business owners are seeking information on how to effectively market their products, manage finances, market their business using the Internet, improve planning, and build personal wealth.

The next survey of members of the Business Owner's Toolkit, numbering over 60,000, will occur this August.

Should You Launch Your Own Social Network?

Lisa — 2008-06-13T10:55:49-04:00

With the rise of niche social networks, many business owners are considering whether a specifically branded social network fits for their businesses and industries.

Unlike general social networks such as Facebook and MySpace, branded networks are built for users to connect and communicate about topics related to their industries. Examples include Shelfari.com for book enthusiasts and ImSaturn for Saturn owners.

Considering a branded network to foster discussion about your industry and promote more traffic to your site? There are some factors that you need to address in order for the benefits to outweigh the costs in time and money.

Business writer Scarlet Pruitt suggests the following points to creating a successful niche social network.

The first and most important issue to address is to ensure there are enough active users before even considering beginning a networking site. To achieve this, you will need to offer a wide platform of topics beyond just your brand and include discussions on how your industry affects the world at large.

Once a cadre of dedicated users is secured, you can move on to obtaining the needed software. There are a few companies out there that specialize in social networking platforms, such as Ning and ONEsite, and offers wide ranging options from inexpensive basic software plug-ins to entire Web 2.0 platforms. You can cut some costs by establishing a revenue-sharing agreement with the provider or by including ads.

Finally, integrating the networking site into your main website will take a little more time and money. But once you have everything up and running, engage your community through blog posts, networking with your community, and sharing information with other sites.

Tax Preparation and Bookkeeping - Why Hiring a Professional is Usually a Good Choice

Lisa — 2008-05-22T11:14:34-04:00

Many small business owners figure they'll save a buck and do their own accounting, bookkeeping, and tax preparation. A new blog post at cpa-pro.org looks at why this may not be such a good idea.

Among the reasons to hire a professional for small business tax preparation are:

- They can offer advice to help you reduce your tax bill throughout the year so you can take proactive steps rather than getting caught in the crunch.
- You can avoid certain legal issues if you take this step to ensure your books are completely accurate.
- You should be dedicating your time for business functions where you can make a greater impact on revenue and growth.

Read the article and find out the number one point to consider when hiring a tax professional and/or bookkeeper.

7 Important Tips for Making your Home Office Great

Lisa — 2008-05-07T11:04:56-04:00

Working from home, either for someone else or yourself can be less stressful and provide you with much more flexibility with your schedule. Having a well-organized office space is crucial, though, to being able to focus and get things done.

Turning a good home office into a great one boils down to a few simple steps, advises veteran freelance writer and author Jeff Wuorio. He recommends the following 7 steps.

1. Keep Noise Down. Most work-at-home types identify noise as their number one enemy. If building from scratch, incorporate sound deadening features into doors and walls. Plywood and Homasote panels wrapped in fabric are less expensive options for already existing structures and those on a tighter budget.

2. Add privacy and more privacy. Aside from noise, lack of privacy can result in lost productivity. Besides a solid, lockable door, a surround wall can provide better privacy, especially in shared quarters such as a family room.

3. Light it up. Good lighting is a must, but many options available through lighting stores are quite expensive. Install a canopy and aim light at its underbelly for an inexpensive option that will also provide more privacy, suggests architect Neal Zimmerman, author of Taunton's Home Workspace Idea Book.

4. See gray, act gray. Many traditional office workers complain of dull colors and how it affects their drive. Home offices are no different. Be sure and paint walls with colors that complement your personality and boost your mood and productivity.

5. Put your wastebasket on steroids. Most offices function best when things are kept tidy. Consider investing in a larger wastebasket or have two, one for recyclables and the other for non-recyclables.

6. Plant yourself. Plants not only are very attractive and clean the air; they can provide a more personal, private environment. A shelf of ferns or spider plants can be aesthetically pleasing and provide an additional layer of privacy.

7. Be careful not to "live" in your home office. The last and maybe most important tip to making your home-office great is more of a mindset rather than an actual task. Only do tasks related to your job or business in your office. Getting out of your office to do other non-business tasks helps you make your time in your office more focused, fresher, and pleasant.

Turning your home-office into a professional and effective space can be done without spending thousands of dollars. These simple steps can help you make the most of your space without breaking the bank.

Should I Buy or Rent Office Space?

Lisa — 2008-04-25T10:09:39-04:00

At some point, every business has to consider whether they should buy or rent their office space. The decision can vary for different types of businesses. There are several points to consider when making this decision in order to maximize the bottom line.

Many of the considerations of whether to lease or purchase office space is the same for individuals looking for a home. For example, initial cash outlays are much different for each option. Renting something only requires a relative small upfront outlay while purchasing can require a large down payment and other associated closing costs.

However, leases are more subject to the whims of the market when your lease term ends. Especially with a fixed-rate loan, costs are more predictable from year to year when you own the building.

It's important to consider future growth and the need for new space. Purchasing a building that meets your needs now can be advantageous if you're able to lease the space when you move.

But, it also means you're in a second business, real estate investing. And it is entirely possible that can become a bigger hassle and financial drain than simply leasing.

Of course, taxes are a big consideration as businesses can deduct the entire amount they pay in rent while owners have some limitations. It may be better to create a separate Limited Liability Company and then rent the space to your company, according to Joseph Anthony, a Portland, Oregon tax professional.

So, should your small business buy or rent office space? Depends on your circumstances and if you are able to manage the property in addition to running and growing your business. Consult with your tax accountant and attorney to best determine the implications of owning vs. renting.

Bidding on and Winning Government Contracts

Lisa — 2008-04-09T01:55:25-04:00

Government contracts can be fertile ground for a small business to grow but earning their business takes a little education and legwork. The first and most important step to obtaining government contracts is to do your homework.

Different government entities have varied processes and rules for bidding. For federal contracts, the Small Business Administration provides a solid overview of their policies and procedures. The National Center for Small Business Information offers courses to entrepreneurs on government work at all levels.

In order to even bid on federal government contracts, a small business must register with the Central Contractor Registry, which is an electronic system that provides automatic payment transfer when a contract is awarded. The registry requires a business to submit a brief profile summarizing capabilities, etc. so it is important this is the best it can be.

Preparation is also key to winning government contracts since the bidding period can vary. Sometimes, the open bid period is less than a month. Not streamlining your paperwork can result in you losing money if you have to "reinvent the wheel" advises Greg Brooks of West Third Group, a Plattsburg, Missouri consulting firm.

Brooks also advises that procurement and contracting officials do not necessarily accept the lowest bid and in fact, is pretty low on their list of considerations. It is more important to demonstrate experience since past performance is scrutinized much more so than price.

Networking is also a big component of not only winning government contracts but good business period. Gary Beckert of the NCBSI says that most small business get their start in government contracting by teaming with someone else. He advises, "A small business isn't going to succeed without a network of peers, economic development organizations and other contacts."

And don't expect a major windfall from government contract work. Many contracts set a 15% profit limit and some are as low as 10%, which is nothing to dismiss but not the golden egg some might expect.

Government contract work can be very beneficial for your small business if you know the basics and are prepared.

Things Your Customers Should Never Hear From You

Lisa — 2008-04-09T01:33:46-04:00

We've all made comments that we later realize were counterproductive or resulted in a lost customer. Especially in small business, every customer counts, so there are certain things they should never hear you or your employees say.

Freelance business management writer Jeff Wuorio suggests seven things never to tell your customers.

1. Why are you doing that for him?
Questioning the service for a customer should never be done in front of them. Aside from being rude, this indicates to the customer that either you don't know about customer service or simply just do not care.

2. Are you sure you can afford this?
While it is a good idea to make sure the customer understands the price for an item, never question their ability to pay.

3. What an idiot that last guy was!
Any business will get customers who are not very intelligent. An employee should never say this to a co-worker but doing it in front of another customer is not only rude, but grossly unprofessional.

4. We don't have it.
All retail businesses will run out of an item or not carry it at all, but saying no to a customer is almost like saying "…and stay out". See if there is a substitute they would be satisfied with and if not, build goodwill by referring them to a competitor that may offer what they're looking for.

5. What a ______ name.
It is not wise to comment or inquire about the sound of someone's name. The only proper thing to do is to ask if you're pronouncing their name correctly.

6. I haven't a clue about what I'm talking about, but I'll ramble on regardless.
While you should not strangle your employee's willingness and eagerness to provide good customer service, urge them to stick with topics and advice they're familiar with.

7. I only work here.
These four wretched words by an employee show a complete lack of enthusiasm or willingness to address a problem. Your employees need to understand that there is likely someone else available to address a problem that is beyond their means.

Good customer service is one of the most important components in making a business successful. Every effort has to be made to build a loyal customer base. Verbal miscues like the ones detailed above can hinder this effort so be sure you and your employees think before speaking.