Hurricanes, floods, lawsuits, financial meltdowns, earthquakes…I’ve handled them all as a PR professional. And now, as the nation deals with the aftermath of Hurricane Ike and the Wall Street meltdown, we not only need to pray for those affected, but we should also take the time to ensure we’re prepared if something like this happens to us.

Handling a crisis as a public relations professional takes intelligence, grit, experience, and sometimes a general ability to be at the right place at the right time. You want your employees and customers to know that you’re in control of the situation. That means, wherever the conflict, that’s where you’re at…being a physical presence at the scene, ready to handle the media and customers.

When the island of Kauai was hit by a horrific hurricane some time ago, my company had a great number of customers and employees affected. Within 48 hours of the eye hitting landfall, I was on an emergency cargo plane packed with food rations and water — enough to last me for four to seven days. My mission was to ensure our customers knew that if they needed help, our company was ready and prepared.

When I arrived at the island airport, I was concerned because of the long lines of people waiting to get OFF the island. Rental cars were just parked and abandoned on the curb. Nothing looked normal and in fact, the scene looked like it was straight out of a war zone.

The first thing I did was nab a rental car that was sitting at the curb with its keys still in the ignition. From there, I ventured off to find a hotel for which I supposedly had a reservation. I found the hotel in the dark. I went to the lobby to check in. Even though there was no running water or electricity, the hotel actually had a room for me. No matter the conditions, I was there.

You see, to handle an extreme disaster, it’s important to be where the media is. The day after my arrival, I struck up a relationship with the local radio station that was running regular island updates to help keep its listeners updated on the island’s situation. They gave me regular access to airtime so that I could inform my customers about what they should do and what our company was doing to help them. In addition, I tracked down CNN, the Los Angeles Times and a San Francisco radio station, all within 48 hours of my arrival, to show them how our organization was responding to the incident. Despite the conditions and perilous situation, we managed to make our presence known.

The lesson here is not so much on how to deal with the elements…but how important it is to be at the disaster site as soon as it happens. That’s because all of your stakeholders – employees, customers, partners, and vendors — need to be assured that no matter the circumstances, your company is a partner with them…in good times and in bad.

There’s an old saying that if you want people to know that you care, tell them…and if necessary, use words. Being at “ground zero” speaks volumes about your company’s commitment. That kind of message is priceless.

Many Non-profit organizations enact in an egregious manner. It perplexes me that non-profit organizations believe that there is a significant difference in performance, reporting and business methodology. This myth is not only untrue and must cease. Fact, Non-profit organizations require bureaucracy, goals and accountability. More importantly non-profits must always be marketing.

While reading a national periodical I read that a fairly prominent non-profit was preparing to cut as much as one-third of its headquarters staff, up to 1,000 employees, and pare regional management due to fundraising issues. Is this a lack of money, or simply a lack of selling and a lack of accountability? I am often intrigued when management cuts staff to raise profits and even more concerned when issues arise because organizations fail to remain committed to its only rational goals- retain and gain clients.

Organizations and their managers emulate children; they will find an excuse for anything. The real issue is accountability. Some non-profits fail miserably at marketing and sales. Recent research for this article indicates that many non-profits focus attention on operations rather than an outward focus.

Currently, examples of fund raising efforts involve galas and unfortunately notoriety following a disaster. Most organizations are staffed with volunteers uneducated in closing sponsors and requesting money. The means to an end for many organizations is to implement a professional selling force that is 1) hungry in the hunt and enjoys searching for dollars in precarious places, 2) enjoys networking to uncover possible donations and 3) will not hesitate to ask for the business.

Secondly, many firms believe that internal training augments large spending. Not true. From over 25 years with clients around the globe I typically get calls from organizations to conduct training for two vital reasons, 1) there is a bias within the organization that disavows market trends. 2) Organizations fail to provide proper motivational and productivity tools that create a competitive sales force. Managers are not well versed in compensation, goal matrices etc. Sales people are driven by proper goals and compensation. 3) There is a systematic approach to selling and many internal trainers use books and tapes rather than practical experience. Sales take longer to close and professionals as well as executives get frustrated with lagging revenue. 4) Internal training is myopic. In recent research 76% of firms that internally train do so once per year, then speculate why production and profits fail. 5) People go into sales because they hunger for money and the thrill of the hunt, non-profits tend to instruct service and fail to create the panacea. 6) Internal training fails in how to close business.

Finally, there is a horrendous disconnection between, clients, staff and at times boards of directors concerning marketing intentions. On a recent journey to train a non-profit there existed a variety of interpretations with the firm’s marketing message. Staff and executives could not agree on the external message to clients. Worse yet many staff were unclear why the organization existed. It is imperative for organization to develop a solid value proposition. A pithy statement focusing on output and client values transcends purpose for staff and focus for clients and donors. An example statement- “Transforming lives on the road to independence”. With all working in concert the organization operates with a joint purpose. All staff are then involved in the selling process. The outward focused message creates interest and conversation while illustrating how sponsorship is utilized.

Clearly not all non-profits are dysfunctional and many do not have these issues. Yet many do and fail to realize that success hinges upon the ability to raise funds- continually. Rather than use perfunctory fundraising methods, organizations should use methods employed by for profit institutions. With changes in market conditions and the economy specifically, donations become slimmer and competition increases. Currently, 850,455 public charities and 104,276 private foundations are registered with the IRS. (Source: The Urban Institute, National Center for Charitable Statistics, Business Master File 01/06) In addition, 463,714 other types of nonprofit organizations, such as chambers of commerce, fraternal organizations and civic leagues, are registered with the IRS. (Source: The Urban Institute, National Center for Charitable Statistics, Business Master File 01/06) This creates a highly competitive enviornment with many organizations vying for similar dollars. Even for non-profits the world flatten with globalization and competition requiring a thirst for differentiation.

©2008

The introduction of the internet brought an entirely new culture to our world in the mid 1990s. The time from 1995-2001 has been called the dot-com boom or the dot-com bubble, a time when countless companies got their big break on the internet, although their success may have been short-lived. The combination of rapid increasing stock prices and availability of venture capital funding allowed for new dot-coms to enter the market. The sudden bubble burst in the early 2000’s caused the sudden downfall of many of these new companies.

Many dot-com companies grew at rapid rates due to the fresh nature of the internet, and stocks for these companies sky-rocketed in a short period of time. As the year 2000 approached, a million new web pages were created every day. Shared investing gave dot-com companies the resources they needed to grow quickly, but those with poor long-term plans ended up folding in a short amount of time. Once the freshness wore off, companies’ profits never progressed, and some customers began turning back to companies that gave them exactly what they needed, rather than ones that seemed new and exciting.

So which companies are we missing in the world today that never made it in the dot-com struggle? Below is a list of companies, who couldn’t survive the dot-com burst. They either sold-out, went bankrupt or simply fell apart altogether:

1. Boo.com - Boo.com’s intention was to sell branded fashion apparel over the Internet, but after spending $188 million dollars in just 6 months it eventually had to liquidate and went bankrupt in May 2008. Boo.com is now a travel review, hotel review, and travel guide site with various trip planning utilities.
2. Beyond.com – A combination of PhillyJobs.com launched in 1998, and 4Jobs.com acquired n 2000, this job generation site provided professionals with a resource for finding new jobs. In 2002 they transitioned and re-branded themselves into Beyond.com, who expanded to include more than 1,000 job search sites with the acquisition of MegaJobSites.com.
3. Boxman AB – Boxman AB was a European based online retailer of home entertainment with the goal of the being the European Amazon.com. After limited success in the fresh market, Boxman AB went bankrupt in 2000.
4. CDNow - CDNow became a retail website in September 1994, much earlier than most dot-com startups. CDNow began struggling in 2000 and was acquired by Bertelsmann for its new BeMusic internet music group. In 2001 Amazon.com bought CDNow and is successfully running it to this date.
5. Pets.com – Pets.com was known best for its mascot the Pets.com sock puppet, rolling out city by city marketing campaigns. The company grew rapidly during the dot-com boom, and aired its first national commercial during the 2000 Super Bowl which cost the company $1.2 million. The company was not profitable and continuously searched for additional funding for venture capitalists. After no success in acquiring additional funding Pets.com closed its doors on November 6, 2000, leaving 320 people unemployed.

Who did survive?

Even though the early 2000s was a tough time for most dot-com companies, it is estimated that 50 % of dot-coms at least made it through until 2004, but then weren’t able to pull it back together in the end. However, there are some that survived the dot-com burst and are still doing well today, though they most likely took some sort of a fall during the burst. Amazon.com, Priceline, and eBay have proven they can weather the storm, as well as Travelocity, Paypal, and Yahoo!.

Even though there were many casualties in the dot-com boom, our world wide web is a better place because of all the lessons learned. Many great, new ideas were formulated in the late 1990s as entrepreneurs began seeing the potential that the internet provided. In many cases, as companies learn from past mistakes, investors are becoming more able to carry out the great plans of the dot-com period.

Additional Companies who didn’t make it alive:

• Alcatel
• Altavista.com
• DoubleClick
• eToys.com
• eXcite.com
• Flooz.com
• FreeInternet.com
• GovWorks.com
• Kozmo.com
• Kibu.com
• LastMinute.com
• Lycos.com
• NetApp
• Netscape.com
• TheGlobe.com
• VeriSign
• WorldCom

As the seasons change and kids go back to school, entrepreneurs begin thinking about their business again. Wrapping up one year, leading into the next, business owners start thinking of budgets, new contracts and do many other things.

How do you plan your business? What do you focus your attention on?  Here are three areas to examine:

1. Finances - Who manages the financial part of your business?  You may have a full time bookkeeper or accountant on staff, or handle your own finances through a user-friendly software program with help from outside expert.  Do you have all the information you need? Do you know the largest expense incurred by your business (other than payroll and rent)? How is your business benefiting from that product or service, and how can you better manage that expense? Pennies make dollars - where can you cut the fat and maintain (or increase) the quality of the product or service you receive?
2. Human Resources - How is your company staffed? How do you track the human capital in your business? For most businesses, payroll is the highest expense. Are your team members being as efficiently as possible?  How can their time be used better - either via more efficient systems or through using their talents better by putting them in new roles?
3. Clients - How do you handle your clients? Are they receiving all the services they need to ensure they are getting a good value from your business? Are you giving efforts to services that aren’t benefiting their business or are simply time wasters they don’t care about? Talk to your clients about how you can better serve them - you may be surprised at what they tell you.

In this troubled economy every dollar is precious.  Your business needs to control costs wherever possible.  Outsourcing certain aspects of your business to third parties, can be a powerful cost cutting move that also frees you up for more important tasks such as finding new clients and product development.

The following are seven things your business can outsource TODAY that will start saving you money and help your business operate more smoothly.

1. Accounting and bookkeeping.  Managing your business’ books is a time consuming affair.  Worse yet, every day is another opportunity to make a mistake that can cost you and your business a fortune.  Outsourcing your day-to-day financials, including managing the checking account, paying vendors and other tasks, to a certified public account can be the best decision you ever make.

2. Taxes. Like accounting, doing your own business taxes presents a two-tiered problem:  it is going to take you a lot of valuable time to get it done, and when you do, it probably won’t get done correctly.  Hire an accountant to handle all your quarterly and annual business taxes.

3. Assistants. Virtual assistants have become all the rage in the business world because they really exceed expectations.  Even the most skeptical people are sold on outsourcing their assistant position after seeing all the little jobs they can do in a day!

4. Website management.  To be successful online, it is absolutely crucial to maintain a vital presence on the web.  However, that means updating your site regularly and always staying on the lookout for technical issues – two things few of us have enough time for in our busy day.  Outsourcing web management can help increase traffic and conversions online for your business.

5. Marketing.  Why try to develop a crucial marketing campaign on your own, when you can hire a team of marketing experts who will do the job faster, more creatively and for less money?  Offline or online, marketing companies take the time to get to know your brand intimately, as well as your target demographic and the most effective ways to reach them.

6. Customer support. Having a live person to deal with customer questions and concerns is an important part of building your business’ credibility.  Customer support phone banks are currently being outsourced to almost anywhere in the country or the world – where call professionals can be trained to represent your business with authority.

7. Data entry. Back when outsourcing was called “temp work”, data entry was one of the most common business practices handled by a third party.  For any task where a significant amount of computer time must be logged, outsourcing is a cost-effective solution.  Data entry outsourcing is especially effective on projects that only come around once or twice a year – and therefore do not require an employee on staff for the entire year.

Finding a good vendor is like adding a reliable team member to your growing company.  When choosing where to outsource these elements of your business, remember to look for established businesses with outstanding references and competitive pricing. The possibilities for your business are endless, so maximize your resources and time and watch your company grow!

Saying thank you is a key part of your follow-up marketing strategies. Send a hand-written note, a short email or pick up the phone and express your thanks quickly and sincerely.

Everyone loves to be appreciated and it goes a long way in fostering a good relationship. Don’t forget you can always send a small token appreciation as well, such as a magazine, movie tickets, online gift card - use your imagination!

Here are some instances where you could be expressing a heartfelt thank you:

referral

• say thanks to the person who gave you the referral, right after you’ve spoken or met with referred person, even if no business immediately comes out of it. If you do end up getting a new client from the referral, then send another quick note thanking the referring person again.

someone gives you a great piece of information

• always show your appreciation for anything useful (ie. a person’s name, a link, book, article) someone passes along your way - it shows they were thinking of you and a thank you shows them the same consideration

testimonial

• always thank people for taking the time to provide a testimonial - they’re willing to publicly endorse you, so the least you can do is tell them how much you appreciate it

someone compliments you

• if someone gives you a great compliment, acknowledge it and return the gesture to them if you can

when you get a new client

• your hand-written note will make them feel confident about engaging you and assures them they’ve made a smart decision

when a project, program or service ends

• a sincere thank you at the end of your “time” together expresses your appreciation and also increases the chances that they will engage your services again

Start taking advantage of opportunities to say thanks to people you encounter in your business life and you’ll start reaping the monetary and emotional satisfaction that will occur!

To be an entrepreneur you have to be a smart, driven and dedicated individual.  But if that is the case, why do so many businesses fail within one year of their start-up date?  Chances are, the principals of those failed businesses made one of the common mistakes below.

Starting out without a proper business plan

Starting a new company without a business plan is like going into the forest without a map. So to avoid turning your new company into The Blair Witch Project of your industry, it is highly recommended that you create a detailed, well-written business plan to map out mission, goals, financials and more.  A professional business plan writer can help create a powerful business plan that will wow investors and keep you focused as well.

Expanding too fast

In pursuit of “playing with the big boys”, many new businesses run before they learn how to walk. Common mistakes businesses make in terms of expanding too fast include, adding unnecessary (at the time) employees during the first year of operation and leasing high-profile office space that is outside their means.

Running out of funding

Sometimes a business is poised to do great things, but never gets to that point because they run out of money first.  Poor financial planning can sink a business quickly.  Business owners should consult venture capitalists, financial advisors or accountants to help them obtain and maintain their capital. Another resource for funding is small business loans, once again a professional business plan is essential for the step.

Developing a poor marketing plan

Not focusing precious marketing dollars correctly is one of the most common and potentially devastating mistakes that a new business owner can make.   Many businesses simply throw their money at a particular medium – such as magazine advertising or radio – without realizing that their customers simply can’t be found in these locations.   Other times, businesses put forth a marketing campaign that fails to connect with the wants and desires of their customers.  Business consultants and marketing firms can help small businesses alleviate this problem by taking on the planning and creative aspects of their marketing efforts.

Not creating a distinct brand

Branding is another overlooked necessity for new businesses.  A powerful brand is what separates your company from the pack.  A strong brand announces to the world your “voice” and point of view – and does so in a matter of seconds.  Think of the great brands like Apple, Tiffany’s or Volkswagen - they all started with great, professional brand development.  Find a qualified advertising agency or marketing firm to help create your business’ brand for today and the future.

Not mixing business with passion

Individuals who succeed in their start up ventures do so because they have an incredible passion for what they do.  Their positivity is infectious – and converts new clients and investors alike into believers.  Many businesses fail in their first year because the proprietors are unable to generate that spark with those people who matter most.

Giving up too fast

Some of history’s best business success stories began with failure.   Individuals who start their own company must be prepared to weather some initial storms before throwing in the towel.  Few businesses hit it big right away.  But those who plan properly and hire the right people to assist them are the ones who hit it big.

In the first blog installment of this series, we discussed strategic alliances, why small technology companies should seriously consider entering into a strategic alliance with other companies, and provided factors that a business owner of a small technology company should consider in determining which proprietary technology should be made available for licensing under the strategic alliance. Once you, as the business owner, have identified proprietary technology for licensing, what additional steps should you consider in identifying a strategic alliance partner to develop, market and distribute products based on your technology?

In this second blog, we discuss how you can find strategic alliance partners and why these partners should be further qualified.

Tip – Identify and qualify your potential licensees.

Do you know of any companies that are selling products relevant to your technology? If so, they may be a prospective partner, particularly if your technology can be used to improve or complement the prospective licensee’s existing products, and your partner has the means to commercially exploit the technology. However, if you don’t know of any companies offering such products, how do you find prospective partners? Good sources for potential licensees include listings in trade magazines, directories, patent and literature searches. Visiting trade shows or conferences and word-by-mouth publicity is another good way to identify and meet potential licensees. Alternatively, you can also publicize the availability of a license through trade journals and the United States Patent and Trademark Office (USPTO) Official Gazette if the technology is patented, and have potential licensees come to you.

Before you contact the prospective partner to discuss your technology further, you should qualify the potential licensee by ascertaining several factors such as financial strength, technical and market expertise, sales/distribution network, commitment to relevant product line, etc. Much of this information is available online for free or through commercial databases offered by LexisNexis, Hoovers, and Dun & Bradstreet. The investigation can be done in a brief fashion initially before the licensee expresses an interest in the technology. You can follow up more fully once the prospective licensee shows some interest.

Qualifying the prospective strategic alliance partners before you begin serious discussions is important, as it may help a small business owner to avoid headaches later on by not entering into an alliance relationship with the wrong partner. Before considering serious discussions with a potential partner, it is helpful to have a non-disclosure agreement in place. We will discuss such agreements in the next blog.

Welcome to the second in a three-part series on how to develop your brand.

In the first posting we talked about how important (and smart) it is to capture the investment of time and money you have put in your company by developing a brand that will build equity for you and your business.  We learned about the importance of developing your brand from within and reviewed some exercises to help you define your true differentiators by looking at the inside first.

Now, we look to the outside world to learn how the competition can influence our brand.  When researching the competition look at their business and how they speak to the world. This will help you gain deeper insights into how to make your brand stronger. To analyze the competition follow these four easy steps:

1. First, choose 3-5 direct competitors.  If you don’t have that many in your market then look to another city or country and find a competitor there – even if you never plan on expanding to that area.
2. Scour your competitor’s website and learn about their products, services and what they are emphasizing.  Note the type of photography they use (people, nature, etc.) and their colors (primary, bright, conservative, funky and so on). If your competitor is a publicly traded company search engines like Google Finance can give you great insight into how your competitor’s company is structured.
3. Note factual details: price, selection, distribution, service delivery and so on.  In the case of a services-based business look at methodology, customer base, geographic reach.
4. Then, start to note the language they use - “fastest”, “best quality”, “luxury”, “softest”, “tastiest” – whatever it is. You will find that all your competitors speak the same way. Note these similar phrases and descriptive words.

If you feel you don’t have any competition then think about a time when you will be very successful and list the companies you know will want to become your competition.  Repeat the fours steps for them.

In summary this research is:

• A definition of your brand that was articulated by your culture and who you truly are (Step 1),
• A picture of your competition – what types of images and colors they are using, overall do they look clean and sophisticated or crowded and confusing,
• A summary of what they offer and how they offer it, and
• A list of the standard phrases and wording used by your competition.

Use this wealth of knowledge to see how your organization IS different from the rest.  If done right, when you layout all this information before you the answer should jump right out at you.

If your competition is talking about luxury, quality and craftsmanship then you should use other words like elite or best-in-class, care, attention-to-detail, and skill.  Be certain to stick to a vocabulary that feels like the right fit for your organization.

It is shocking sometimes how little knowledge some companies have about their competition.  A deeper review of your competition and who you are will build a strong and differentiated brand.  If done with care and focus, how you present yourself to the outside world (your brand) will be both different than the rest (the competition) and a true reflection of what you are on the inside.  When you have this outside-inside match you build trust with your customer and that breeds success!

Many people have great ideas or amazing skills, but are intimidated mightily by the idea of starting their own business.  But starting a business is easier than you might think.  In fact, with the right information and motivation, you can start a business in one month.  Think that’s crazy?   The steps below show you how to make it happen!

Step #1:  Come up with a killer idea!

The ways in which individuals come to their great business ideas are as varied as snowflakes.  Some budding entrepreneurs nurture an idea for many years, tirelessly refining it along the way until the moment is absolutely perfect to release it to the world.  Other people are hit with a lightning bolt one day, and are ready to go right into business.  No matter how you and your idea come together, the one month plan starts right when your business idea is ready to go.

Tip:  A business coach can help turn the idea in your head into a reality.

Step #2: Learn about your market

The first month of your business’ life is the most important.   And one of the crucial first steps in the process involves researching the market in which you plan on doing business.   Take two days and study the competitive landscape.  During this period you should:

• Look at what your potential competitors are doing in terms of pricing, product or service offerings and marketing methods.
• Seek out opportunities that your competitors may be missing.  Are there demographics that are being underserved?  Is there an opportunity to price your products or services in such a way that it will open up NEW markets?
• Create a competitive analysis that you can use as a reference tool moving forward.

Tip:  Use Microsoft PowerPoint to create your competitive analysis.

Step #3: Create a business plan

After you’ve completed two days of competitive analysis, it is time to craft the most crucial part of your new business to this point – the business plan.  The business plan serves two purposes:  it explains to potential partners, investors and clients what your business is all about, and helps you form a clear plan for the first years of your business.

Tips from expert business plan writers

• Start with a clear, concise purpose statement.  Sum up your business in a short paragraph.
• Get into details.   Really use the business plan to show that you are well-versed in your chosen industry and know exactly what you hope to accomplish.
• Include detailed financial projections for the next three years.

Tip:  Hire a professional business plan writer who has experience working with small businesses and start ups.

Step #4: Get financing

Once the business plan is complete, it is time to focus on the capital that will get you off the ground.  For many people, obtaining financing is the most intimidating part of starting a business, but there are several sources for money that generate start up funds quick – and considering we’re getting your business up in just a month, time is of the essence!

Sources for obtaining financing include:  family and friends, business grants from the government, business loans at banks or other lending institutions and venture capitalists.  With the exception of family and friends, all these sources will be more likely to give you money if your business plan is an A-plus and your pitch is detailed, smart and enthusiastic.

Step #5:  Creating a legal business entity

While you are waiting for your financing to come through, make good use of the time by incorporating your business and turning it into a legal entity.

Becoming a legal entity is one of the smartest decisions that a business owner can make.  Legal entities such as S-Corps, C-Corps and LLCs help protect the business owner financially if anything were to go wrong with their business.   Say a business goes bankrupt.  If that happens to a legal entity, it is the business that owes the debt and not the individual.  This can protect your home and other investments if the unthinkable were to happen.

And the protection is not just bankruptcy related.  If an employee or customer is injured at your place of business, or feels that you have wronged them and wants to pursue legal action, the Corporation would pay the bills or any financial settlements.

Tip:  In most states, creating a legal business entity is a relatively easy process and can be completed in a matter of days.

Step #6:  Branding your business

Now it’s time to get to the fun stuff.  Branding is one of the most important, yet oft overlooked elements of building a business.  This is where you can really start to set your business apart from the crowd.  Logos, the “voice” of your message, and even the name of your business all should communicate what makes your company special – and explain to the customer (in a matter of seconds) why they need to be doing business with you.

TIP: We should be well into the second or third week of our one-month plan at this point, so if you don’t feel comfortable working with design and copy yourself, hire a professional who can do the job fast, creatively and most of all, cost effectively.

Step #7:  Crafting the Marketing Plan

After your business plan, the next most important document you will ever create is your marketing plan.  How you spend your precious marketing dollars can be the difference between success and failure.    Again, working with a marketing professional can be a wise investment.  These marketing pros make it their business to know what techniques work best with certain demographics, and know all the “tricks of the trade” when it comes to reaching them.

But whether you hire a professional, or give it a run on your own, consider the following types of marketing when allocating your budget.

• Offline marketing – Includes direct mail, flyers, print advertising in newspapers and magazines, radio, television, billboards and other forms of “traditional” media.
• Online marketing – It’s hard to imagine a business that is not currently investing some of its marketing spend into online efforts.  The major forms of online marketing include: website development, search engine optimization (SEO), pay-per-click advertising (PPC), email blasts, online newsletters, banner ads, blogs, viral marketing and social network marketing.

The beauty of online marketing, especially in terms of our one-month goal, is that it can be implemented and up and running fast!

Tip: If you choose an online marketing agency, they will work with you to pinpoint where, exactly, your potential customers “live” online, and begin developing campaigns to reach them at the exact moment they are looking for your product!

Step #8: Getting leads and selling your products or services

Now that the marketing plan is up and running, it is time to start converting your leads into sales.  Take a couple of days and refine your pitch.  Map out the benefits of your business and drill them down into “talking points” which will genuinely resonate with your target audience.

TIP: If you are having trouble generating quality leads, you can turn to a sales rep for some “instant offense.”  Sales representatives generally work for commission and know how to bring in business.

Step #9:  Finding the right employees

With so much to do, it is going to be difficult to do this on your own.  Hiring employees is the next logical step to growing your business.  Here are some tips for bringing in people who provide top returns on your investment:

• Understand your needs – Before you hire anyone, prioritize what you need the most, and go out in search of trustworthy, experienced individuals to fill those needs.
• Look for multi-faceted individuals – New businesses can benefit greatly from hiring individuals who wear a lot of different hats.
• Use all the online tools at your disposal – Monster.com, HotJobs.com and Craigslist have all made hiring employees easier than ever.  Just be sure to always check references and perform a thorough interview process.

Tip:  A corporate recruiter or headhunter can do all the legwork for you in your search for qualified employees.

And there you have it!  With good planning, total commitment and some seriously hard work, everything listed above will help you get your business up and running in about a month.  Be thoughtful and detail-oriented during these steps.  You are forming the foundation of your dream business, and the more you put into these core business processes on the front end, the more rewards you will enjoy down the line.