BUSINESS TIPS

Marketing Through An E-Book

2010-05-01T06:45:00.000-07:00

Why People Writing An E-book And Then Give It Away For Free ?

Here are the reasons :

1. People will visit your web site to get the free valuable
information.

2. Advertise your products or services in the e-book.

3. You will become known as an expert on the subject
of the e-book.

4. Offer the e-book as a free bonus for purchasing one of
your products or services.

5. Allow other people give away the e-book to increase
visitors to your web site.

6. Gain new leads by having people sign up and give their
contact information before they can download your e-book.

7. The word "FREE" is the most appealing word on the
internet.

8. Conduct market research asking people to fill out a
survey before getting the e-book.

9. Make money selling advertising space in the e-book.

10. Give away the e-book as a special gift to your current
customers letting them know you appreciate their business.

11. Gain free advertising by submitting the e-book on
freebie sites.

12. Make money selling the reprint rights to people who
would like to sell the e-book.

13. You'll gain valuable referrals from people telling others
about your e-book.

14. Make money cross promoting the e-book as a free
bonus with other people's products or services.

15. Gain free publicity sending press releases announcing
your ''Free E-book Giveaway.''

16. Increase subscribers to your e-zine by giving away the
e-book as an incentive to subscribe.

17. Give away the e-book to people that join your affiliate
program.

18. The biggest reason you should write an e-book and
then give it away for free: you'll feel good helping people
improve their lives.

INTERESTING LINKS

2009-12-31T11:47:00.000-08:00

PLEASE CLICK THE LINKS BELOW FOR FURTHER INFO:

BIZ
1. ONLINE BUSINESS - CLICK HERE
2. NETWORKING BIZ - CLICK HERE

HOME DECORS :
1. HOME CRAFTS - CLICK HERE
2. TEAK FURNITURE - CLICK HERE

HEALTH , BEAUTY & FITNESS :
*
1. HEALTH & BEAUTY - CLICK HERE
2. SLIMMING SOLUTION - CLICK HERE
3. BEAUTYCARE - CLICK HERE
4. BEAUTY TIPS - CLICK HERE
5. SPA - CLICK HERE

TRAVEL & TOURS
1. HOMESTAY - CLICK HERE

TIPS TO MULTIPLY SALES

2009-10-15T13:23:00.000-07:00

FOLLOW UP
When you make your first sale, follow-up with the customer. You could follow-up with a "thank you" email and include an advertisement for other products you sell.

UPSELL
You could upsell to your customers. When they're at your order page, tell them about a few extra related products you have for sale. They could just add it to their original order.

REFFERAL
Tell your customers if they refer four customers to your web site, they will receive a full rebate of their purchase price. This will turn one sale into three sales.

AFFILIATE
When you sell a product, give your customers the option of joining an affiliate program so they can make commissions selling your product. This will multiply the sale you just made.

REPRODUCTION
Sell the reprint/reproduction rights to your products. You could include an ad on or with the product for other products you sell. You could make sales for the reproduction rights and sales on the back end product.

CROSS PROMOTE
You could cross promote your product with other businesses' products in a package deal. You can include an ad or flyer for other products you sell and have other businesses selling for you.

COUPON
When you ship out or deliver your product, include a coupon for other related products you sell in the package. This will attract them to buy more products from you.

CATALOG
Send your customers a catalog of add-on products for the original product they purchased. This could be upgrades, special services, attachments, etc. If they
enjoy your product they will buy the extra add-ons.

GIFT CERTIFICATES
Sell gift certificates for your products. You'll make sales from the purchase of the gift certificate, when the recipient cashes it in. They could also buy other
items from your web site.

FREE PRODUCTS
Send your customers free products with their product package. The freebies should have your ad printed on them. It could be bumper stickers, ball caps, t-shirts etc. This will allow other people to see your ad and order.

MARKETING PLAN

2009-01-16T05:02:00.000-08:00

A good marketing plan is like a battle plan or a game plan.

It should serve as a guide and a blueprint for the actions you need to take to grow your business.

It should also have some flexibility because as you start testing and measuring tactics, you'll need to shift strategies from time to time, to capture or gain share in a particular market.

The best marketing is a synergistic combination of good strategy and tactics, and you can't do either one effectively without the other.

When putting together your marketing plan for the first time, here are some things to avoid :

FILLING YOUR PLAN WITH FLUFF

"Fluff" is anything not specifically related to a number, strategy or tactic. Generalities also qualify. Saying your target market is "everybody" or "adults 50-plus" isn't specific enough and will lead to problems down the road. Start to think in terms of a niche. Instead of "everybody," scale down to "young males 16-plus who play video games and ride skateboards." Instead of "adults 50-plus" turn this into "adult women at least 50 years of age who shop online at least three times a week."

Remember, marketing is all about buying customers. Imagine going into a grocery store and buying everything. You may want to, but in reality, your resources would never allow it. In marketing terms, this means buying your ideal customer with the resources you already have. So figure out who your ideal customer is and how much you can budget to buy that customer. Then come up with a plan and stick to it. Know that most of your competition won't have the discipline to do the same thing--or will follow a plan that has been filled with too much fluff.

NOT DOING THE NUMBERS

Marketing is all about math, and math is all about numbers. Taken a step further--business is all about numbers. If you don't know your numbers, you won't succeed in business. Creating any marketing plan without knowing how much it'll cost to acquire your customer, what your average sale needs to be, what your profit margins need to be and how many times your average customer needs to buy over a lifetime will set you up for failure. If you're going to run a $1,000 advertisement, how many leads and sales will you have to make to cover the cost of the ad, let alone make a profit?

RELYING TOO HEAVILY ON CREATIVITY

Creativity is fine and there's nothing more creatively fulfilling than succeeding in business. But focusing too much on creativity at the expense of tactics and outcomes can hurt your business.

A great example of this is the difference between the once-famous and now-defunct brand Pets.com and the still famous and thriving brand eBay. While Pets.com relied heavily on its famous sock puppet icon and national TV ad to drive its brand, eBay (under CEO Meg Whitman) took a very tactical approach to its business. By moving from its original model of a collectibles auction site to embrace a number of upscale markets, eBay was able to boost its average sale price, a key metric in determining its transaction fees. While the sock puppet was creative, boosting average sale price produced a tangible outcome. This is why it pays to know the numbers that ultimately drive your business.

THINKING MARKETING IS ONLY ADVERTISING

While advertising is part of any marketing plan, marketing is much more than strictly advertising. Marketing is not only how you sell your products or services, but also the way your receptionist answers the phone and how you set up your internal company culture. In addition, it's the strategic and tactical aspects of identifying and segmenting your ideal customer base, discovering your competitive edge and USP (unique selling proposition), setting your pricing strategy, sales strategy and promotional strategy, creating and tracking a system for repeat business, and testing and measuring all of these to leverage effort and maximize ROI.

Note that if your advertising doesn't yield an ROI, you've fallen into the "creative" trap, and that's both expensive and wasteful. You'll know you're in it when your vendors tell you, "Half of your advertising works, and half doesn't--you'll never know which half," or the even more famous, "it takes 17 weeks for people to get name recognition and then they'll start buying from you."

FORGETTING TO MARKET TO EXISTING CUSTOMERS AND PROSPECTS

For businesses that have moved beyond the startup phase, there's no better or quicker way to massive growth than your current customers and "warm" pool of prospects. Generally, it costs up to six times more to get a new customer than to sell something to an existing customer. So if your plan doesn't include initiatives to tap into your current customers, you're missing out on a huge untapped resource.

Many marketers get so caught up in chasing new markets or customers, they forget the goldmine that exists within their current business. Don't make the same mistake; develop strategies to tap into what could be your most valuable--and profitable--resource.

As the end of the year approaches, take some time to start setting some objectives and clarifying how to make next year your best and most profitable yet. A large part of that success will depend on the actions and decisions you make now in the form of your marketing plan--and avoiding the costly mistakes that cause most businesses to abandon their efforts early and often.

If the metaphor "marketing as warfare" fits, know that wars are won by attrition. If you can out-perform, out-strategize and out-discipline your competition, you'll win more of your own company's marketing battles.

NETWORKING TIPS

2008-12-09T16:13:00.000-08:00

Every minute you're around other human beings is a chance to network.

So no matter what the occasion, whether you're at the yoga studio, your child's soccer game or at a religious event, networking is possible.

Start as friends
Start talking and introduced yourself. After a while you may find that both of you might share the same interest about something or shared a lot of the same value systems or shared a common passion for something.

Then developed a trust and friendship, something that's often omitted at formal networking events.

Maybe the best contact , might have been with the person sitting in the seat next to you.

Think about it--if you're on a business trip, chances are that most of the other people on the plane are probably going to be business travelers as well.

You might think you're getting on that plane to fly to a conference , but maybe at the conference you're not going to meet anybody who's really going to help you. Maybe that person who's going to help you is sitting right next to you on the plane.

A good way to start a conversation on the plane is to ask where someone's going and where he's from. Then, before you talk about yourself and your business, find out his interests and pain points. These conversations create the trust and sincerity that form a strong networking relationship. The bottom line, is simply to take the initiative and talk.

We're all brought up to believe back in the day to never talk to strangers., yet talking to strangers is just about the best networking tip you could have."

Limit your networking activities to networking events and the only thing you'll accomplish is to limit your networking activities. Entrepreneurs don't want to be pushy with their networking attempts, but good things will happen to those who start conversations, listen to other business people and keep their wits about them--even when the oxygen is thin.

How to do it

It's not always easy to strike up conversations with strangers.

Select your flight neighbor.
If you have a choice in seating, boarding the flight late and scanning the passengers. Choose to sit next to someone who's dressed in a suit and reading a book, presumably a businessperson who's not buried in his or laptop or hovering over a report.

Greet your fellow passenger on first sight
Otherwise it makes the conversation "awkward if you haven't acknowledged each other's presence from the outset."

Start a conversation
By either commenting on the airline service or complimenting something the person is wearing, such as a piece of jewelry or a pin. Ask the story behind it. The word 'story' is important to use because it has certain associations with the human psyche.

Ask questions, and mirror her actions and facial expressions.
Even synchronizing your voice--copying the tone, volume and speed--will help you build rapport with your flight neighbor. People like people who are like them, and behaving similarly is the best way to achieve this.

Art of Mastering Conversation
Make that person feel like the most interesting person you've ever met. Not only is this easy to do since it takes the focus off yourself, but also it prolongs the conversation so you can build a quick and easy rapport. Keep the spotlight on them for as long as possible. It's the one subject most people find the most fascinating of all."

CUSTOMER LOYALTY

2008-12-01T21:08:00.000-08:00

It's looking pretty darn ugly out there. I'm no economist, so I'm not about to predict the markets or the stability of the economy, but I am an internet marketer, and what I can say--with confidence--is that a downturn in the economy does not have to be a major roadblock for your internet business.

One key to surviving--even thriving--during this period of uncertainty is to know your customers.

It's more critical than ever for you to understand exactly who they are--their interests, goals, priorities and desires. This will allow you to create laser-focused marketing copy that speaks directly to them and solves their specific problems. You'll also be able to offer products that you know will make a difference in their lives. They'll reward you with continued customer loyalty and ongoing sales.

The easiest and fastest way to look inside their heads is with a survey. You can create an effective and informative survey that will help you connect with your customers and continue to profit during the current financial turmoil in five steps.

Step #1: Plan Your Survey
As with everything else you do with your business, you'll have the greatest success with your survey if you plan. Decide on your goals for the survey. Are you trying to learn more about specific products you offer? Looking for ways to give everyone a more positive customer care experience? Trying to gather demographic information so you can segment your list better and send out tailored offers?

Be clear about what you're hoping to accomplish with the survey, and you'll be in great shape when it's time to create it.

Step #2: Choose Your Weapon
One thing I like about surveys is that they're simple for most business owners to administer. That's because there are lots of free web-based services that will host your survey. Just design the survey using their simple point-and-click interface, enter the text for your questions, and then e-mail a link to your customers and subscribers. When your customers show up, the automated survey is online and ready to take. Many of these free services also offer a reasonable number of reporting features, making it easy to interpret your results.

Most of these services also offer paid upgrades, which allows you to create more complex surveys and get more sophisticated reports, but for a typical small survey, the freebies work fine. You may start with :

SurveyMonkey
Survey Pro

Step #3: Design and Write Your Survey
Here are a few tips to help you design a better survey:

Start off easy: To ease your customers into the survey, start off with some simple questions they can answer without a lot of thought. Basic demographic information is a good example (age, location, etc.).

But save a few easy questions for the rest of the survey. That way, it won't get increasingly difficult throughout, which can cause some people to bail before they complete it.

Avoid asking too many questions: Ten minutes is about the maximum time people will spend on a survey. Let them know up front how much time they'll need.

Give your survey an introduction and ending: Include a brief introduction to the survey that clearly explains what people are required to do. End the survey with a thank-you page to let people know you appreciate their time.

Respect people's privacy: If you want to collect personal information like income or occupation, reassure your customers that their answers are all confidential.

Avoid leading questions: Be sure that your questions don't sway your customers toward a particular answer, especially giving an answer that's not true.

For example, don't say, "How quickly did we resolve your problem?" This assumes the problem was resolved. The question you should ask is, "Was your problem resolved?"

Avoid questions that require people to rate more than one thing at a time: For instance, don't say, "How fast and accurate did you find our customer service representative?" While the service may have been fast, it may not have been accurate (or vice versa).

Focus on asking closed-ended questions: In a survey, a closed-ended question is one that can be answered with a simple yes, no, or other specific piece of information, or a selection from multiple choices. This makes the survey faster and easier for your customers, and the results more simple for you to manage.

Be consistent with your questions: If you ask your customers to rate certain things on a numbered scale, make sure to use the same scale each time. If they need to rate something on a scale of 1 to 5 in one question, avoid using a scale of 1 to 10 elsewhere.

Carefully review and test the survey: Make sure it has a logical flow and that it all makes sense, then ask a few people (customers, if possible, or co-workers, friends, or family) to take the survey ahead of time, and watch them while they do it. Once they're done, ask about the experience. Was there anything they didn't understand? Were they confused at any point? Make sure the survey is easy to understand and follow before you make it available.

Step #4: Administer the Survey
The easiest way to do this is to e-mail your customers and ask them for a few minutes of their time. Be sure you tell them what's in it for them if they take the survey.

If your goal is to improve a certain product, tell them that by taking the survey they'll actually be helping you to help them because you'll use their comments to fine-tune the assistance you can offer them.

Don't be shy about offering your customers a "bribe" for taking the survey. Consider sending everyone who responds a gift, like a free e-book, a coupon for discounted products or entry in a drawing.

Finally, make sure you build some urgency into the e-mail. If you don't ask people to take the time right away to answer the survey, they'll often put it aside for later but never return to complete it.

Step #5: Interpret Your Results
As you review the results of your survey, remember that, more than anything, you're looking for trends. Did the majority of respondents answer specific questions the same way? Are they often expressing the same frustrations?

At the same time, look for any surprising answers. Your survey is likely going to tell you things about your audience that you had no idea were true.

By finding out exactly who your audience is, what they like and dislike, and what their goals and experiences are, you'll be able to tailor your sales copy, your e-mail marketing efforts, your website and even your products, to suit them.

The results should be improved customer loyalty and ongoing success with your business, even during these turbulent economic times.

BRANDING TIPS

2008-11-17T20:26:00.000-08:00

The look and feel of your logo and website can put lots of money in your pocket, but the way the dots connect may surprise you.

Start with the idea that your potential customers don't really know you. They don't know if you're well-established or fly-by-night. They don't know if you're honest or if you treat your customers well. They don't know if you're a solid professional.

People pick up clues from the way your logo, brochure and website look. It's human nature. Think about going to the office or to a party: You can tell at a glance if a new arrival is someone you'll want to get to know by his or her dress and body language. In an instant, you've formed your first impression.

This human habit evolved to let your human ancestors stay alive long enough to bear children. If you could tell predator from prey at a glance, you were more likely to eat and not be eaten. Today, this well-honed at-a-glance sense is used less for physical survival than for making purchase decisions.

Visual branding is about harnessing this at-a-glance sense to boost your business success. Its about using your businesss dress and body language to attract more customers. Think of an amateurish, overly complicated website for a used car lot as opposed to a clean-looking one that still gets the message across. What does each website tell you about the business? At a glance, you know where would you rather shop and which business you're more likely to trust.

Trust means your future customers believe you're likely to be honest and competent, and will deliver a good experience. Sometimes trust comes from friends telling friends they had a great experience. But most of your future customers wont have word-of-mouth to rely on. They have to decide on their own whom to trust. Thats the mission of your logo, website or brochure, to create your business dress and body language -- your visual branding.

Now take it a step further. Gaining your potential customers' trust and belief can also be called credibility. The more credibility you build, the more likely they will buy from you. The word credibility comes from credo, Latin for "I believe." Not coincidentally, the word "credit" also comes from credo. You can obtain lots of credit when lenders believe in you and your ability to repay. Thats not all. The money in your wallet is backed by the full faith and credit of the government. If it wasn't for this belief, greenbacks wouldn't be worth the high-tech paper they're printed on. So our entire economy and your business in particular are built on a foundation of credibility. That's how important visual branding is, and your expression of it in your logo, website and brochures.

Here are a few basics to help your business look credible :

Go for simplicity and lack of clutter. (Think Apple, the master of simplicity in branding.)

Create or demand a clean, well-balanced graphic design.

Use one or two basic colors that go well together, not a hodgepodge.

Choose one font and stick with it. You can express almost anything by using variations within a single font family: size, weight (boldness), italics, etc. If you really must, choose a second font for major headlines. But first try it with one font.

Coordinate a single look (design, colors, etc) across everything you do, including your logo, website, brochures, ads and signage.

Give your business the dress and body language that will tip off your future customers so they can believe in you. Harness their highly evolved, at-a-glance sense to build instant credibility. Credibility equals credit, and that can put lots of money in your wallet.

MARKETING THAT MATTERS

2008-11-02T19:49:00.000-08:00

In this new era of social responsibility, what you don't do can cost you.

"Cause marketing" is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

If your business or brand doesn't stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation's college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause.

There's a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five important steps:

Step 1. Give from the heart.
Cause marketing works best when you and your employees feel great about the help you're providing to a nonprofit group. So work with an organization you and your team believe in, whether that means supporting the fight on behalf of a national health issue or rescuing homeless pets. What matters most to you, your team and your customers? You'll work hard to make a difference when you give from the heart.

Step 2. Choose a related cause.
A solid cause-marketing campaign often starts with the right affiliation. So as you go through the nonprofit selection process, look for a cause that relates to your company or its products. For example, when Procter & Gamble's Olay brand skin-care line partnered with the American Society for Dermatologic Surgery, its campaign goal was to inspire women to protect their skin from the sun.. PR support yielded widespread broadcast, print and online coverage, helping the program attract more than 9,000 individuals for free skin-cancer screenings.

Step 3. Contribute more than dollars.
For many types of businesses, cause marketing involves donating products or services and not simply writing a check. This can help form even stronger consumer associations between what you offer and the good work you do. For example, a company that works hard to support a shelter for homeless women and children or and an organization that helps cancer patients pay their rent and other bills while undergoing treatment.

Step 4. Formalize your affiliation.
To make your affiliation a win-win for everyone, work with the nonprofit you choose to define how it will help your business increase its visibility, brand or company awareness. If the organization has a newsletter or other communications with its constituents, negotiate for opportunities to do joint promotions. Discuss how you will use the organization's logo and name in your marketing campaigns, and how it, in turn, will use your company logo and name in its press releases, on the organization's website and in other materials.

Step 5. Mount a marketing campaign.
Success in cause marketing often means motivating an audience to take action, such as making a donation or participating in an event.. Using a dedicated marketing campaign, you can reach and persuade the target group while also raising awareness for your business and its commitment to social responsibility. For example, to enhance its relationship with the black community, State Farm created the 50 Million Pound Challenge to educate blacks about the risks associated with being overweight. A special Challenge website was created to provide ongoing advice and support, and has helped hundreds of thousands of people lose weight.

COLD CALLS

2008-10-02T03:33:00.000-07:00

Cold calling is just like an extreme sport for some marketing people.

There is a classic case of a person, which he manage to open 100 new accounts in the first quarter of the year and make 200 calls a day when he does …. "nothing but get on the phone."

Do You Have Any Tips on Developing Cold-Calling Skills ?

Expert suggestions:
1.Warm up prospects with an inexpensive promotional item.
2.Ask for an appointment at a certain time – timing is everything
3.Do your homework on the person you are calling before you pick up the phone.
4.Make the appointment once you've got a match

You've done your research, you've timed the call, the phone is ringing -- and you get voice mail. Don't fret: The right message can get your call returned.

Let's face it -- cold calls are hard.

However, if you keep on doing it … the right way

At the end of the day, you will find a solution to overcome and mastered it.

All what you need is …. patient, courage and time.

Keep trying and soon, through experience ….

Success will be with you.

KEYS TO SUCCESS

2008-09-07T11:53:00.001-07:00

Nowadays businesses undergo dramatic changes in their attempts to meet customer requirements and serve their markets more professionally and successfully.

Competitive pressure is relentless, especially when it's becoming more obscure as to whom the competitor actually is and how the customer is evaluating their choices.

There are a lot of challenges that organizations have to struggling with in order to success.

Here are some tips on how to reposition your company and win more business in 2008.

Customers don't fully understand their problem and what to do about it.

The complexity of today's business -- advancements in technology, evolving global markets, unanticipated competition, creation of robust and more complex solutions make it nearly impossible for the customer to be expert in all areas of business and be able to recognize the best opportunities for improvement.

Customers need business advisors to help them sort it all out and it's important that they see you and your team in that role.

Like an experienced doctor who continually diagnoses for problems and recognizes symptoms, you see the issues your solutions address far more frequently than your customers do.

You know the business drivers that your solutions impact and the symptoms that verify that your customer's performance is at risk. You know what to look for and how to help.

To determine if those symptoms exist, develop a diagnostic approach to clarify the situation with your customer. Don't let the customer self diagnose when they don't clearly understand the problem to be solved. Leverage your experience and become an advisor who helps your customer optimize their performance.

Customers are bombarded with options that are difficult to comprehend.

As problems to be solved become more complex, so do the solutions, and there are an increasing number of competitors offering them. To differentiate solutions, sellers tend to pile on features and compare themselves to their strongest competitor.

I'll share an example from our business. We will soon purchase a new phone system. It's interesting to hear that two of the three competitors described their solution as equal in features and quality to the "#1" supplier, and yet they offered 10-15% less in cost. From their position they're emphasizing the value of their product and not its impact on our business and the resulting impact on the value we deliver to our customers. That's a serious gap in their approach to solving our problem.

On the other hand, top sales professionals walk into an opportunity with higher levels of experience than their customers and focus on bringing clarity to the problem to be solved and the cost impact on their business in absence of the products and services available.

They consider an entire industry, come into contact with a full range of operational practices, and become experts in their customer's business. It is this advanced perspective of the issues facing the customer, combined with their customer's expertise that enables the sales professional to help their customers make informed, high-quality decisions.

They help their customers connect business objectives to the capabilities of their valuable solutions and do not cloud the issue with irrelevant features.

Customers fear the risks associated with change.

A fundamental element of behavior is that people will change if the pain of staying the same is greater than the pain of change. As a result, customers tend to avoid change and the risks associated with it. They know that making changes to the organization's operations, systems or processes will be difficult, lengthy, and resource consuming.
Why would they personally take on that pressure?

If you can help your customers recognize the symptoms of their situation and clarify the risks they are facing, you can then help them understand that a decision to change is a better option. Your role as business advisor is to help them calculate what it's costing them not to have your solution and bring clarity to that decision.

You will also want to position yourself and your organization as a vital resource that will guide and support their change process, thereby assuring they will be successful in making the changes required to implement your solution.

Ensure your customer's success, and you will also ensure your successful future.

It's no longer about selling solutions; it's clearly about helping customers create more value in their businesses as a result of their relationships with you.

BUILD YOUR VIRTUAL STORE

2008-08-06T08:17:00.000-07:00

At some point, every small business must set up shop online.

A website can serve as another sales channel, a place to feature products, or just a resource for more information about your business. But above all, it serves as a communications channel with your customer. Establishing an online presence doesn't have to break the bank or eat up your time.

Here's a guide to help get you on your way.

Register a domain name.
Dozens of online registry sites allow you to secure a domain name. Some of the most popular include Register.com, NetworkSolutions.com, and GoDaddy.com. They're all fairly similar, and which one you choose won't really affect anything else about your site, so the main difference is price. In general you can expect to pay an annual fee of about $15, but if you're inclined to comparison shop you can pay as little as $8 a year. Try to pick a domain name that's as simple and intuitive as possible - complicated URLs just make it harder for customers to find you. Most companies simply drop their name into the middle of www and com, as in: www.JetBlue.com.

Set up an e-mail account to receive customer feedback.
One of the keys to your Web success is making sure your customers can always reach you. Once you have your domain set up, be sure to create an active e-mail address and post it on your site right away. As your site grows, this will become a key contact point for your customers, and it will allow you to get feedback on your business.

Hire a temp.
You probably have better things to do than spend all day entering data for every item you intend to sell online. As you start assembling your site in earnest, hire someone else to help with the setup work.

Sources to turn to for easy solutions
Numerous Internet service providers (ISPs) offer e-commerce solutions that require little work on your part. Some of the most basic handle your Web hosting needs and provide standardized storefront templates. Many are capable of growing with your business, offering additional services and customizable options should you need them down the road. These companies can provide basic design templates and technology to process transactions, too.

Telecommunications company offers an assortment of off-the-shelf set-up packages for individual merchants. Some key components to look for in such packages are shopping-cart software (allowing your customers to drop in items as they go through your site) and assistance with Web design. This last part is extremely important, as deciding how customers will flow your site is the same as directing them to merchandise. You have to get this part right.

You may have to go through your bank or through services like Verisign to set up a secure system to accept online payment for orders. For smaller operations, you can also explore services like PayPal, which make it easy to accept customer payments with an easily downloadable software package.

Think about affiliating with another site
Is it better to go it alone or join an existing online community? If you really need to differentiate your product or brand, particularly through site design, you may be better off building your own site. But if your needs are more basic and you want to keep costs down, it's probably to your benefit to pitch your tent in an existing online marketplace, which can provide more traffic than if you just open a shop and wait for customers to blow by. Sites like Ebay, Yahoo, and Amazon offer prepackaged storefront services with variety of options for individual merchants, often including free registration of your domain name.

Ebay offers your customers the chance to bid on items or buy them outright at a set price. The Ebay package also includes flexible listing options, limited customization tools, monthly sales reports, inventory search options, and the ability to cross-promote other items with ones you are selling. A mid-level Ebay store costs $49.95 per month, but options rage from $9.95 a month for a bare-bones storefront to $499.95 for a full-service store complete with marketing support.

Yahoo offers three basic levels of service, ranging from $39.95 a month to $299.95 a month, plus a $50 setup fee (sometimes the setup fee is waived during promotions) and transaction fees that range from 0.75 percent to 1.5 percent. It, too, offers a selection of services as well as simple step-by-step methods for listing your products online and software for accepting payment.

Depending on what kind of products you're selling, Amazon also offers several online options for third-party sellers. Amazon's Marketplace program charges a 15 percent commission, on top of a $39.99 monthly subscription cost (or $0.99 per item if you prefer), but leaves shipping and customer service to you. As another alternative, you can partner with Amazon and sell its goods on your own site for a commission.

The bottom line:
Always focus on the benefits to your business
Be sure to keep your customers and your business goals in mind as you set up your site. Getting online is the easy part. Creating an online presence that adds value to your core business is what really matters.

SEARCH ENGINE

2008-08-03T02:30:00.000-07:00

Imagine trying to hit a pin-sized target in a pitch-black auditorium. Or looking for a quarter-carat diamond hidden someplace in the forest. Or locating a single novel in a giant library that shelves books randomly.

Or trying to find a particular website--for instance, your company's--in a world without search engines.

With precise directions--or, for the website, a URL--searchers in all those scenarios would have a pretty good chance of finding what they sought. Without them, they'd be out of luck.

Fortunately, in your case, the Web is rich with resources for helping people find what they want. Your challenge is making the best possible use of those tools.

The Big Picture
As the Web has grown to millions of sites and billions of pages, demand for ever-more sophisticated search capability skyrocketed right along with it. By most estimates, users worldwide now conduct at least 550 million searches daily--and, of course, that number will keep rising.

Meanwhile, as any Web user knows, individual queries often yield hundreds or thousands of links. Research indicates that few searchers venture beyond the first 30. So with users most likely to click on the highest-ranked results, it's critical to make sure your site rises to the top.

Complicating matters is the sheer variety of available search engines and Web directories. The roll call reads like a Who's Who of the high-tech industry. At this writing, Google, the category's undisputed Goliath, is gearing up for an initial public offering (IPO) of stock that's likely to set new records. Microsoft Corp. is massively upgrading its MSN Search program. Yahoo! has acquired several top competitors; Amazon is quietly developing its own offering. And hundreds of smaller players, including some highly specialized ones, remain in the game as well.

First Obvious Question
So if you're serious about competing, do you have to list your site on all those directories and search engines? Absolutely not, experts say.

"There are only a few worth worrying about," says Web consultant Peter Kent, president of Denver-based iChannel Services and author of Search Engine Optimization for Dummies (John Wiley & Sons, April 2004). Kent's must-have list includes Google, Yahoo!, AlltheWeb, AltaVista, Ask Jeeves, Inktomi, and the lesser-known Open Directory Project. "They're the only ones who matter because they feed everyone else who counts," he says. Directly or indirectly, he adds, those few sites provide data for 99% of all searches. For instance, Inktomi provides data to Microsoft's MSN Search and Yahoo's Overture, while the Open Directory Project feeds at least 300 others, including many specialized ones catering to particular industries or interests.

What about all those companies dangling tempting offers to list your site with 400--or even 4,000--search engines in exchange for what sounds like a reasonable fee? Rarely worth the cost, Kent says: "Sometimes what they're doing is submitting you to just a few sites, knowing that then those sites are feeding hundreds more." Worse, those helpful companies may list your site with bogus "search engines" that do nothing more than compile e-mail addresses for use by spammers, says Chris Sherman, associate editor of the industry information site and newsletter Search Engine Watch. "I would say they're not only not a good deal, they're the best way quadruple e-mail spam you get," Sherman says. A better strategy: Focus on getting listed with a few key search engines and forget about the rest.

Second Obvious Question
When, if ever, should you pay to play?

That is, should you concentrate on getting your site to surface in free--or, as Sherman calls them, organic -- search-engine listings? Or should you invest one of the many pay-for-placement (PFP) options?

"Either will work," says Sherman, who also heads the Searchwise consulting firm in Boulder, Colo. "Organic placement will take more time [to show up on search engines] and last longer." A PFP listing--a small text ad that appears in or near relevant search results--will go online almost immediately, but its longevity is tied to the bottom line: "The minute you stop paying for it, it's gone," Sherman says.

Under the PFP system, marketers bid to have their ads listed in the results for specific searches, with high bidders' ads show up first. Search-engine companies collect fees--anywhere from a few cents to upwards of $10--whenever users click through to marketers' websites.

The decision about whether to stick with free listings, enter the PFP universe, or combine the approaches depends on your budget, your competitors' strategies, and a sense for how your target audience will respond (many users dislike paid placements, especially those that look too much like free search results).

"It's like buying or leasing a car," Sherman says. "It's up to you to decide which option works best."

The Keys to Search-Engine Success
Actually, there are two major ways to "optimize" your site so it's most likely to show up in a potential customer's search.

First, carefully identify the words and phrases your best prospects are most likely to use in searching for whatever you provide. "Each page should contain two or three keywords that you want people to use in finding you," Sherman says. (But don't list those words dozens or hundreds of times in attempt to show up first in search results; that's called "keyword stuffing" and it's considered cheating.) Choose keywords that are simple, coherent, and consistent with your other marketing campaigns, and be sure to list them in meta tags as well.

In addition, get specific. Phrases like "home mortgage" and "low rates" won't set you apart from the pack. But adding your city and state, for instance, might help land your site higher in the results for searchers using those terms. In addition, keywords--not just your company name--should appear in the title bar atop your site's pages, Kent recommends. "Sanders & Son Ltd" doesn't indicate what the company does; "Sanders & Sons Graphic Design and Printing Services" tells users at a glance whether they've found the right site.

Secondly, keep in mind that search engines love links. The more sites linked to yours, the higher it's likely to rank in search results. "Links are essentially the same thing as votes," Sherman says. From a search engine's point of view, he says, " the more votes you have, the greater the indication that there's high-quality content at your site." So keep building your network of relevant links.

Finally, remember that while getting your category's number-one search-engine ranking is dandy--but you certainly haven't failed if a clear, well-targeted message appears a few notches down the page. "Keep your eyes on the result," Kent advises. "The goal is to increase qualified traffic to your Web site, and you can do that without having the very top position."

Sidebar: Glossary
Keyword: Words and phrases included in a Web page matching those users are likely to employ in searching.

Keyword stuffing: Discouraged practice of overloading Web pages with keywords in an effort to obtain higher placement in search results. Also known as "spamdexing."

Local search: Evolving capability to limit search results to particular geographical areas.

Meta search: Search using multiple search engines and directories.

Meta tag: HTML tag that stores information about a Web page, including keywords for search-engine and directory use.

Optimization: See "SEO."

PFI (pay for inclusion): Advertising option in which marketers pay to be included in search results.

PFP (pay for placement): Advertising option in which marketers bid to place short text ads in or near search results, with highest bids appearing first.

Query: Synonym for "search."

Search engine: Program such as Google that searches its indices or databases in response to a user's query, retrieving lists of documents containing specific keywords. See also "Web directory."

Spiders: Software robots that automatically scour the Internet, reporting Web page contents back to a search engine's index or database. Also called "crawlers."

SEM: Search-engine marketing; using search techniques to build brand awareness or generate business.

SEO: Search-engine optimization, or retooling a site so that it's more likely to appear high in search results.

Web directory: Searchable indices such as Yahoo that are compiled by human editors rather than by automation. See also "Search engine."

Sidebar: Major search engines, directories, and related research tools:

All the Web (subsidiary of Overture/Yahoo!)
www.alltheweb.com

AltaVista (subsidiary of Yahoo!)
www.altavista.com

Ask Jeeves
www.askjeeves.com

Google
www.google.com

Inktomi (subsidiary of Yahoo!)
www.inktomi.com

MSN Search
search.msn.com

Overture (subsidiary of Yahoo!)
www.overture.com

Search.com
Conducts searches via several other major search engines
www.search.com

Yahoo!
www.yahoo.com

Yahoo! Directories
dir.yahoo.com/

OTHER USEFULE WEBSITES

All Search Engines
Useful index of search engines
www.allsearchengines.com/

The Open Directory Project
Human-edited directory of the Web, edited by volunteers.
dmoz.org/

Search Engine Bulletin
Companion site to Search Engine Optimization for Dummies, by Peter Kent (John Wiley & Sons, April 2004).
www.searchenginebulletin.com

Search Engine Optimization Tips
MSN's printable list of SEO do's and don'ts.
www.submit-it.com/subopt.htm

Search Engine Strategies
Resource site with articles and links. www.searchenginestrategies.biz

Search Engine Watch
News, advice, reviews, links, information about Search Engine Strategies conferences and free Search Engine Report monthly newsletters.
www.searchenginewatch.com

RESEARCH ON PEOPLE

2008-07-30T11:09:00.000-07:00

A good salesperson does research on companies, a great salesperson does research on people.

It’s just like a one-page synopsis on the person with all kinds of information :
His hobbies,
His family,
His most remarkable achievements,
What he's most passionate about.
What about his favorite charity?
What college he went to?
How many kids?

The only criterion for what should be included is that it reflects something about the person as a human being.

Even stuff about the person's company has to be something that affects him personally, in his daily life.

These are the things that matter to him. And trust me, even the most giving, humble people naturally care, above and beyond anything else, about what it is they do.

If you can show that you care, too, and have understanding or even a way to help, you'll feel the appreciation radiate from them and cover you.

The purpose of all this research is to find a point of common ground that is deeper and richer than what can be discovered in a serendipitous encounter.

LOOKING FOR THE SOLUTION

2008-07-18T22:00:00.000-07:00

Sometimes, as a salesperson, when talking to customer, the prospect seemed to get bored or, worse yet, to actually become defensive or offensive, as the case may be, every time the salesperson mentioned a product benefit or feature.

The solution to this is to look for the aspects that the client needs most. Finding the solution requires really active listening and calm questioning, not interrogating. And remember, if you want your prospect to get down to the truth, you may need to expose a little of yourself first to establish a deeper trust. And if you take such an approach to your next difficult conversation, you'll successfully achieve two things.

Discover the real problem.

If you're actively looking for the solution, you just might find out what's really a thorn in your client's side. And it's usually not what you'd expect. You've got to find what their internal problems are, and it sometimes aren't what's it look on the surface of their business.

In fact, they are rarely related to the products or services you are selling. Sometimes it's listening to their fears or frustrations about their current job or boss and offering an understanding ear. It could be just asking what their personal aspirations are relative to this project and assuring them that they will be met.

Avoid death by complex sale.

Complex sales are just that -- complex, and we often just don't have the time to execute them. Some people go into a sales call with a very well laid out plan of what they want to sell. You know what happens then ? The buyer very often is inclined to figure out what about the proposal isn't right or needs to change.

You'll be much better served by going into a sales call with a path in mind than without one, sure. But you must also have the willingness to listen and react and find a way to place your value proposition in the context of their immediate needs. Once you begin to listen, sales will no longer be a time to sell but to let your prospect tell you what he wants and you configuring your product or service around those needs.

Remember, if you get resistance, stop even thinking about selling. Think about listening and understanding what the person really needs. Your first goal shouldn't be to sell anyway. You need a foot in the door. You need to build a trusting relationship. You need to get a chance to prove that relationship.

So first look for the solution.

You can always make sales later.

NETWORKING NEVER TAKES A HOLIDAY

2008-06-27T07:43:00.000-07:00

You can build relationships with powerful people even when they're out of the office on vacation.

You call someone's office, but you can't reach her because she's on vacation. Let's say that you call a powerful corporate chieftain, and she says, "I don't have much time to talk. I'm going on vacation Friday, and I've got a billion things to do before I leave. If you want an appointment, call me after I get back."

The boss doesn't know it, but she's given you a gift: She's told you her schedule. Ask where she's going. If you're familiar with the place, offer her a tip or two about getting the most from it. If you're not familiar with it, ask her about it; people love to talk about their favorite vacation spots. Listen closely if she mentions surfing, hiking or other activities. You may find that the two of you enjoy the same sports or hobbies.

Before she leaves town, send her a gift to make her vacation more enjoyable and to help her remember you fondly. If you know where she's going, give her a guidebook. If not, try a best selling a "beach book" like Dean Koontz's The Husband, Mary Higgins Clark's Two Little Girls in Blue, James Patterson's The Fifth Horseman, or the new Harry Potter. Or a familiar old friend like To Kill a Mockingbird, The Catcher in the Rye, or On the Road. Or a business book with a streak of fun, like Freakonomics. Whatever you give, remember to jot a personal note on the title page.

In addition, you can send a basket of fruit to her hotel (if you know her well). If you don't, getting something into her room can make you look like a stalker.

What about your own vacation time ?

Picnics, barbecues and other venues for getting to know people ?

When you're talking to someone you want to know better, ask a friendly question like, "Hey, what're you doing for the weekend ?"

If she's going to a nearby resort town, visit the place. Getting to know someone when she's relaxing and having fun is a great way to build a friendship.

Even better, maybe you can help to organize an event. Volunteer to help make them happen. You'll get to know business and political leaders, and you'll probably have a lot of fun.

However, maybe if you can host a picnic or barbecue at your home, so much the better. Letting people into your private space is a terrific way to say, "I'm open and comfortable with you, and I hope you feel the same way about me." Or if you know a great spot for witnessing a fireworks display, host an event there.

Longer vacations provide a way to meet the important people. Every city has a local resort area where the wealthy and powerful people play.

Research the people who visit these places. Find out how they like to take their leisure. For instance, golf. The demographic of business and business associates are often that of a golfer or golf fan. If you genuinely love and get involved in an activity that a super-successful person plays, you'll increase your likelihood of meeting her.

While you're out socializing with the powerful, don't neglect the staff that they've left back at the office. When the boss is gone, her team gets to relax a little. Her gatekeeper -- the secretary or administrative assistant who decides if and when the boss talks to you -- has a little more time for the kind of friendly chatting that can make him your pal.

If you need someone to make a decision that the boss usually makes, ask the gatekeeper : "Since the boss isn't around, who do you recommend I talk to?" This question shows the gatekeeper how much you trust his judgment. It also opens the door to other powerful people within the company. Instead of calling someone cold, you can introduce yourself with "Jack in Mary's office tells me that you're the company's authority on marketing [or finance or whatever]." After the boss gets back, don't forget to tell her about anything praiseworthy that her people did for you. She'll appreciate it, and so will they.

Vacation time doesn't have to be down time. It can be relationship time.

REFERRALS

2008-06-24T22:40:00.000-07:00

As entrepreneurs and salespeople, referrals are our lifeblood because they jumpstart the trust-building with potential customers, partners and suppliers.

Naturally, we're always eager to refer a friend whose character and services we know well, but what do we feel when people we just met or we just agreed to buy from asks us to introduce them to our networks ?

Well, it depends. It depends on the level of intimacy we reached during our initial meeting or the sale. It depends on our excitement around the go-forward work our new contact is about to perform.

No need to fear being put in this situation, a relatively new contact asking you for a referral. At the end of the day, you hold all the power! And you should exercise it proactively.

When I have established a basic level of trust with new contacts, I try to go overboard to suggest them to my friends and associates. I always think of this as a win-win, because for any new business my new contact gets with people in my network, I am helping my friends be more successful. So as soon as I trust my PR firm, I go out of my way to introduce them to others.

Of course, you don't ultimately have to make the introduction. It's the responsibility of your new acquaintance to give you a darn good reason why you should.

If there comes a time when you are not comfortable before making a recommendation, just say so. Then explain that you would be happy to begin making recommendations, however, if a few criteria were met in the future.

All that said, I recommend that you reach deep and start finding ways to make more referrals. And if the situation is right, do it even for people you just met or just started working with. Too many people see relationships as pies -- where if you take a piece (in this case, introduce someone new to an existing contact) there won't be as much left over for you.

Relationships and networks are more like muscles. The more you work them, the bigger and stronger they get. Don't mistake your relationships for pies and refuse to make referrals. If you do, you'll miss out on many opportunities to help your friends and to help yourself.

MAKING BUSINESS PERSONAL

2008-06-21T09:37:00.000-07:00

One of the most common mistakes people make when building relationships for career success and revenue growth is treating business contacts differently than personal friends.

Just think for a moment about the people you work with on a professional level who are also close personal friends. Aren't they always more forgiving when you slip up and more helpful when you're in need than new acquaintances are? Of course! I guarantee your work will be easier, more joyful, and more successful if you make more of your business relationships personal.

How to do it? The same way you make genuine friends. Build trust through intimacy; show them that besides being professional, you're human. Skip the small talk and go deep into what really matters -- your dreams or fears, your children or the business issues that keep you up at night. Even better, have new clients and contacts spend time with you and your family and friends.

As it turns out, there are also benefits for the bottom line. "Not only has that customer done business with us, they have also influenced other potential customers and helped us in establishing a number of key relationships in the market.

We all have more opportunities than we realize to overlap our personal and professional lives. You can keep up your personal life by including a date, a significant other, or a few good, fun friends. Most important, it makes for a much more robust, personal conversation between everyone.

In this day and age, when our most scarce resource is time, the closest you can come to creating more time is by overlapping agendas. So take more of these opportunities to make business more personal, and please don't think your professional contacts will think less of you. In fact, usually the opposite happens. In most cases, this blurring of personal and professional lives seems to be good for business and good for our families, our friends, and ourselves.

HOBBIES THAT CAN MAKE YOU MONEY

2008-06-06T10:11:00.000-07:00

Looking for extra cash to keep your household afloat in this storm-tossed economy?

Maybe it's time to turn your hobby into a business.

Whether you wade in part-time or dive in full-time, there are several advantages to launching your hobby as a business. For starters, you already enjoy it. You also have the knowledge base and skill set upon which to build, and may have a network of fellow enthusiasts to help get you started.

It's likely that you also have a sense for pricing and market dynamics surrounding your hobby.

Finding the time and space to create a new business can be challenging, especially if you're working another job as well. But with a few simple marketing moves and the help of a willing mentor or two, you can turn your pastime into cash time in no time.

Your hobby has to translate into a product or service for which there is an identifiable market. You may love the product you make, but the bottom line is, will anyone actually buy it ? Everybody is scared because they're stepping outside their comfort zone. The only way you can get past this is with some experience and doing it more than once.You have to be able to take some rejection. It's not rejection against you personally; it's the product or service you're offering. It's not you that's being judged."

Ready to take the plunge ?

Here are six lucrative hobbies you can start from home today.

Custom Baking

Skills:
Baking, cake decorating, on-site catering.

Market:
Retail, special events, office parties.

Opportunities for growth:
Custom wedding cakes (growing and lucrative market).

A few years ago, 27-year-old Katie Schwarz, a special education teacher in Austin, Texas, took a cake-decorating class and fell in love with it. Soon, she was decorating cakes and treats for children's birthday parties. In 2007, inspired by the trendy treat of choice in New York City, she started Let Them Eat Cupcakes, a Web and phone-order home business. Let Them Eat Cupcakes specializes in custom-decorated cupcakes in more than a dozen flavors, including margarita and s'mores. The cupcakes are delivered directly to the customers' doors. Schwarz charges $1.25 for plain and $1.50 for theme-decorated cupcakes. There is a six-cake minimum and a $5 delivery charge. Her typical order is two dozen to five dozen. "It was hard at first to figure out how to make a profit, especially because I offer delivery with my cupcakes," she says. "It was hard to figure out how to charge for that with gas prices increasing." Schwarz, who still teaches every other day, estimates she spends 10 hours baking and delivering to three or four events a week. So far, her marketing consists of word of mouth and her Web site. "I would say the money is not significant yet, but I haven't had to advertise at all yet," she says. "I just have a Web site. I'm looking at advertising because I hope to eventually expand and have a storefront."

Professional Organizer

Skills:
Organization, work flow, creative problem solving.

Market:
Home businesses, busy executives, harried stay-at-home moms.

Opportunities for growth:
Business consulting, virtual assistant.

Seven years ago, M. Colleen Klimczak was a Chicago-area health care recruiter when she stumbled upon the National Association of Professional Organizers, or NAPO, Web site.
"I was looking for an organizer to help with a giant garage sale," says the mother of three. "When I found that Web site, I said, 'I don't want to hire one, I want to be one.'" Through NAPO, Klimczak found a mentor who helped her set a fee. She charges $50 per hour, average for her suburban Chicago location, although she admits professional organizers command three times that in San Francisco. She recently earned the "Certified Professional Organizer" designation and may raise her fee slightly. "Out the door, if you have a computer and the know-how, it's not hard to just start up," she says. She deals mostly with residential and home offices. To supplement her professional organizer business, she also works as a virtual assistant and occasional project manager. Her events-planning background and sense for organization and work flow serve her well. Do you have to be organized to become a professional organizer ? "Yes, but it doesn't work the other way though -- just because you're an organized person does not mean you can be a professional organizer," she explains. "I can be as organized as I want, but I can't impose what works in my house onto somebody else's house. Just because my closets are really, really tidy doesn't mean I can do this as a business and translate that to other people. It doesn't work that way." Klimczak says she stresses education, a bit of a double-edged sword because once her clients are organized, she knows she'll lose them. Still, there are plenty more where they came from. "I have a client who says she would rather pay me than a therapist because at least her house looks better when I leave," she says.

Arts and Crafts

Skills:
Ability to produce a saleable art or craft product.

Market:
Retail or wholesale, the sky's the limit.

Opportunities for growth:
License product for mass market production, media spinoffs (cartoons, etc.).

Brabec has sold nearly a half-million books that help fellow crafters turn homemade items into cash. She's also seen the same mistakes over and over -- such as the little old seamstress who made pudgy-faced soft dolls but failed to patent her creation and hence didn't receive a dime when Cabbage Patch Kids exploded. "The concepts are the same, whether you're selling quilting or stitchery or woodwork or steel sculpture or jewelry," she says. "Arts and crafts is a multi-billion-dollar industry all by itself." How can you get your share of that? Start with a computer. Even a technology holdout like Brabec admits you won't get anywhere today without one. Computers are essential, not only to do the necessary market research, but also to sell your products beyond your city limits, she says. Although you'll probably begin at local craft shows and farmer's markets, your ultimate market may be half a state or even half a world away. Next, test market your product any way you can. "One woman who makes jewelry said, 'I just wear my new pieces and if a stranger stops me on the street and says 'I love your pin,' I know I've got a winner,'" she says. "But don't try that with your strawberry preserves!" Many crafters make the mistake of not charging enough, Brabec says. "Build in elements for profit and overhead because if you really take off, if you've set your prices too low and then find you have to hire help, there's not enough profit in your pricing structure to pay for an employee," she says. "It's a lot easier to lower prices than to raise them." Brabec maintains that the ongoing flood of imports only means a brighter future for homemade arts and crafts. "People want the quality and beauty of real handmade products," Brabec says. "They understand that there is a part of that artist within each piece, so they're buying more than just a product. There's always going to be a market for handmade products."

Exotic Birds

Skills:
Knowledge of care, feeding and breeding of exotic birds.

Market:
Wholesale to pet stores, retail to breeders and the public.

Opportunities for growth:
Depend on whether pet store consolidation hampers growth locally.

Kathy Short has always had a thing for birds. "I've had birds all my life," she says. "One leads to two leads to 10, and at some point you start wondering if you can do something with it." She's not wondering anymore. As the owner of Exotics of the World, Short hand-raises between 250 and 400 cockatiels, parrots and other exotic birds annually at her home aviary in Woodinville, Wash. She then sells them wholesale to pet stores and collectors of show birds. Short made the leap from infant day care to raising birds after her husband gave her an umbrella cockatoo. She started in her garage but quickly outgrew it. She now has 250 birds in aviary outbuildings but keeps the hatchlings inside her home. "Birds are extremely messy," she warns. Startup expenses for an exotic bird business can be steep: a pair of Moluccan cockatoos can run you $2,000, African gray parrots cost $1,200 to $2,000 a pair and individual cockatiels will set you back $500 apiece. Short owns 200 cockatiels, but only breeds 22 pairs at a time. In addition to the cost of cages and food, exotic birds come with a range of exotic ailments. Securing the services of a good aviary veterinarian is as critical as it is costly; vaccinating five baby parrots against avian polyoma can run $155. But pedigreed exotic birds also fetch a handsome price, even wholesale. Short says she'll sell a single baby Moluccan cockatoo to a pet store for $1,000, which in turn will sell it to the public for between $2,000 and $2,400. In fact, Short says her biggest business obstacle is the declining number of independent pet stores that serve as her customer base. Building a stable list of wholesale clients and breeding birds that sell are keys to success in the bird world. She advises against buying your breeding stock over the Internet. "People don't tell the truth when you buy birds off the Internet; they're usually selling them for a reason," says Short. "Over the years, I've found it's almost better to start with individual birds and pair them yourself instead of buying what they call 'proven pairs.'"

Personal Shopper

Skills:
Shopping for men, women, children and pets.

Market:
Busy professionals, the elderly, disabled or fashion-challenged.

Opportunities for growth:
Ellen Macklin doesn't even advertise. Need we say more?

Twenty-five years ago on a whim, Ellen Macklin bought a computer and a handful of business cards and became one of Boston's most successful personal shoppers. A former art teacher, Macklin had what it takes to make it in her new field: infallible taste, an outgoing personality, a love of shopping and a fiercely independent spirit. She was one of four personal shoppers listed in the phone book then. The other three weren't in business long. In recent years, the personal shopping field has expanded greatly, or so the get-rich-quick scam artists would have us believe. Macklin receives a flood of resumes sent her way by innocent wannabes who've been led on -- for a fee, of course -- by phony placement specialists. Macklin's business thrives because she delivers. She's proud to say she's never returned a purchase. "I've done many, many different things, but something that has always been a constant is wardrobe consulting," she says. "I have certain clients who keep coming back to me season after season and year after year. It used to be women who were executives who were pregnant two or three times and just wanted to throw everything away and start over again, but now it might be a bunch of outfits for a trip or a wedding trousseau. "One just never knows. Every job is different; that's what so wonderful about it." Macklin charges a flat fee of $45 an hour, door to door. She hasn't changed her fee in years, nor does she advertise or even have a Web site. People find her through word of mouth or her occasional lecture appearances. Her clients are evenly split between men and women. She has purchased everything from cars to Picassos. She knows some of her clients so well that she'll even pick up items for them on pleasure trips to New York or Connecticut. She won't take kickbacks from any store. And although she was a mystery shopper for years, she won't work for a single store because she doesn't want them limiting her shopping options. "If you want to put an outfit together and really do a great job, you might have to go to three or four different stores," she explains. "And I like to do it from head to toe, because to wear a pair of 1970s shoes with a 2008 outfit is so -- ecch!" So, what is the worst thing about being a personal shopper ? "It's unpredictable," Macklin says. "You can't expect a steady income. You can't say Christmas time will be your busiest time; sometimes it is, sometimes it isn't." The best part is a no-brainer, she says. "It feels good," Macklin says. "You're doing something good for people."

Day Lilies

Skills:
Basic gardening, some market research.

Market:
Retail to home gardeners, landscapers (locally to worldwide).

Opportunities for growth:
Develop and patent your own hybrids for optimal return on investment.

Got a green thumb? You might want to sow a money crop like day lilies into your garden this spring. "Most people who sell day lilies get started as a hobby," says Kathy Lamb, owner of Loon Song Gardens in Champlin, Minn. "When you grow day lilies, you become very passionate about them and love to select different varieties. You do this for a few years and fill up your gardens and at some point you make the decision that you must dig these up, divide them and get rid of some of them. That's when some people start selling their day lilies." Day lilies are wonderfully whimsical flowering plants. They are neither true lilies nor bulbs. You harvest them by splitting the part below ground, called a crown, into two or more new plants, called "divisions" or "fans." Here's where it gets economically interesting: U.S.-grown, field-harvested day lilies are more expensive than their imported counterparts. However, U.S. lilies bloom in one to two years and sell better than the tissue-cultured day lily imports available at your local discount stores, which often take three times as long to bloom. Lamb says common varieties like Stella de Oro sell from $3 to $5 a double fan, while new introductions can retail for $300 to $500 for a single fan. Some even sell at auction for up to several thousand dollars. Because all day lilies from a new hybrid (there are some 60,000 registered with the American Hemerocallis Society, or AHS) start as divisions from the original plant, their price can remain in the $100 to $150 price range for 10 years until supply catches up to demand.

The best way to break into the business is through a local day lily club; you can find a listing of these as well as valuable regional symposiums on the AHS Web site. Day lily growers like Lamb prefer to ship them bare-root, wrapped in paper or sawdust. With a sturdy Web site and a few in-demand varieties, you can harvest cash from your day lily garden in no time. If you ship out of state, however, be sure to check with your state department of agriculture to see if a nursery license or certificate is required. Lamb says the wholesale market is probably unrealistic for most hobbyists. "That would require a really sizable production area," she says. "You would be selling to other nurseries and they would want quantities in the thousands. You would need to have some field space to be a wholesaler." Jay MacDonald is a contributing editor based in Texas.

THE SECRETS OF BREAKTHROUGH COMPANIES

2008-05-31T04:40:00.000-07:00

Why do some companies "break through" while so many others do not?

How Everyday Companies Become Extraordinary Performers.

Here are some secrets to long-term entrepreneurial growth

The sexiest businesses don't always win.
In fact, the most interesting companies often don't operate in the markets that Wall Street and the business press consider interesting or "cool". Many of the breakthrough companies began in market segments experts considered unattractive at the time. We certainly didn't expect to find a nuts-and-bolts distributor, a snowmobile maker, a payroll processor, or even a niche real estate business on our list of top performing growth companies. But we did.

It's not all about the entrepreneur.
They're the ones that grab the headlines, right? And in fact, in the earliest stages of development, the quality of the entrepreneurial team tends to swamp all the other variables in predicting firm success. But as soon as the business gets on its feet, the best entrepreneurial leaders are too smart to let the company make it "all about them." Breakthrough leaders understand that no one wants to serve a king. These leaders work hard to put the company's vision -- and not their own personality -- at the center of things.

Entrepreneurs aren't always risk takers.
Entrepreneurs are actually distributed evenly across the risk-taking spectrum. Even more important, there is evidence that as they achieve success, some entrepreneurs actually become more risk averse -- "playing tight" (as they say in poker) at the very time when they should be upping the ante.

Founders don't need to let go.
Conventional wisdom holds that entrepreneurial companies fail to reach their full potential because founders just won't "let go." Actually , in eight of nine top-performing companies , founders stayed deeply involved -- usually for decades. It turns out that, rather than letting go, founders and founding teams need to redefine their roles as the business grows.

You don't necessarily have to stick to your knitting.
Sticking to your knitting is fine, as long as your competitors stick to theirs as well. But competitors rarely behave the way you want them to. To achieve breakthrough performance, companies need to be constantly scanning the changing needs of the customer and developments in the industry so they can spot the most important opportunities to advance the business.

You don't need other people's money.
We've all heard the professional investor's pitch: "Sure you can grow your business on your own, but you can grow it faster with our money." Actually, not one of the breakthrough companies were funded by venture capital in their start-up years -- not even several high-tech ventures. The right investor at the right time can be crucial, but outside money is far from a requirement.

It's not all about hiring the right people.
These companies focus more on making the people already in the company productive through intense training and education. In the words of one breakthrough CEO, we have succeeded because we have built a place where ordinary people can do extraordinary things."

It doesn't matter where you went to school.
It's not about where (or even whether) you went to school. One company was run by a PhD in statistics and former college professor; another was run by a person who hit the bricks right out of high school.

You don't have to let the MBAs take over.
Many business people divide the world into two groups -- entrepreneurial firms and "professionally managed" firms. But reality is not that simple. Many small firms are very well managed -- though probably not in a way that most bureaucrats in giant companies would recognize. And in many big companies, it is easy for the "professional management" tail to start wagging the company dog. Companies large and small alike should strive to create an entrepreneurial enterprise that combines the quickness and customer focus of an entrepreneurial firm with the systems and processes of a more mature organization. MBAs are optional.

Strategy isn't just the job of the CEO.
The most successful companies recognize that strategy is a firm's "source code" -- the fundamental set of assumptions upon which everything else in the business is based. So they strive to get people throughout the organization thinking about and debating strategy. They nurture an environment that includes "insultants" -- people willing to take a full swing at the issues, even if it means questioning the fundamental assumptions upon which the firm is based.

UNDERSTAND GOOGLE'S GUIDELINES

2008-05-24T08:34:00.000-07:00

Google is popular, and popularity means it may be tough to get in initially. Even if you do everything right, it could take months to see results, at least if you use their URL submission page. However, there is hope! There's a method to get indexed in 24 hours, so don't even bother submitting through the URL page.

But before you get to that, you should know about the guidelines you must follow to ensure that your site not only gets listed, but also doesn't get banned. Plus, you should learn about elements of your website that Google won't look at.

How to Get Google to Read Your Keywords First

Google's bots read web pages from the topmost left corner of your site to the bottom right. However, most sites are designed with all of the links on the left side, and the content on the right. Yet the problem with this design is instead of seeing your content first, Google sees the links first. Your links may not be seen to be as optimized as your content.

One solution is to use three panes rather than two. Keep the normal left and right panes, but add an extra pane at the top left of the layout. Don't put keywords in this extra pane. With this area "blank" when the Google bots read the site, rather than going for the links as they normally would, the bots see that a portion of where the links are is "blank." This then forces it to read the content first, which is more keyword-rich than the links.

Note that not all search engines read sites this way, which is why this guideline was provided in this special section dedicated to optimizing for Google. You could be on the safe side and use the layout anyway, especially if you do plan to submit to Google, which you should. It doesn't take away from the look of the site, and by using it you ensure that your content gets read first. If you don't use it, you aren't giving yourself the best opportunity to rank highly in Google search engine listings. Making tables isn't very hard to do. Most word processors and even WYSIWYG HTML editors provide them, so take advantage of it.

BUSINESS STRATEGY

2008-05-23T00:40:00.000-07:00

Are you just starting a business or already doing business for more than a year?

Is your sales increasing or you find it hard to do so ?

Maybe you should do something about it.

Here are some business strategy that you may apply.

Signboard
Your signboard should be easily recognize and visible. Your business name should be clearly identified and related to the type of business you offered. This is very important so that people know what exactly you offered and where you are.

Business Location
Your business location should be conveniently located. This is important in order to facilitate easiness for you customers to find and locate you.

Attractive Business Offer
Attract customers to buy more by attractively pricing a package of two services. Example : a pedicure service is $25, and a manicure and pedicure together cost only $35, so … the chances of your customers pay $35 is bigger.

Manpower
You should have enough staff and flexibility to handle your business. By having adequate staff , this will make your business running smoothly.

Referral
Even though this seem simple or sometimes being neglect by most of us , however if fully used , the impact is promising. For example , in personal care services , hotels are a perfect source of referrals for hair salons, spas, nail boutiques, and other personal care services. There is probability that potential customers will ask at the front desk of a hotel for such services. If the owner of the manicure store regularly dropped off business cards to the major hotels, perhaps even given some of the staff free manicures, they would have known the company's name. Figure out who could send business your way and keep in touch.

Be Visible And Proactive
Make sure that customers know you and let customers find you. Some of the most effective ways to be seen include having a well-trafficked location, good signage, an ad in the Yellow Pages, and a regular ad in the local newspaper.

Develop a mailing list.
Get in touch with your customers. With a mailing list, you could have sent a reminder card to any customers you hadn't seen in a while, let customers know of special promotions, and if you changed locations, tell customers how to find you. One of the biggest mistakes most small companies make is failing to stay in touch with customers.

Give reminders of possible "second sales."
For example : most of the nail salon's customers come in for over an hour a week for manicures. But they don't get reminded of other ways to spend their money. The owners could have easily prompted customers with small signs saying things like "Looking for a gift? We sell gift certificates." "Treat yourself right -- try a pedicure." "Take your color home -- we sell nail polish."

Make your space inviting.
In most businesses, you want to keep your customers around as long as possible. The longer they linger, the more they'll usually spend. (Not always, of course; some companies want to get customers in and out quickly.) In any case, you want customer to enjoy coming to you. For example : ensure your place is always clean, put an attractive decoration and create a situation that will make your customers remember you . Look around at most small establishments; you'll be amazed at how few have bothered to provide a visually interesting or inviting space. But that's also part of merchandising.

The above steps would have cost very little, yet they might result in significant increases in sales. So take an hour, soak your toes in hot water, look around and think about a few ways you too might add to your bottom line.

SUCCESSFUL ENTREPRENEURS ..........

2008-05-07T16:31:00.000-07:00

What makes them different is the way they respond to stress. They actually enjoy facing adversity , but most of them also manage and mitigate their risk.

They have willingness to sacrifice anything necessary to achieve a goal.

How they see the world ? Process information ? and come up with new ideas and solutions to problems. People high in "awareness" read people and situations and respond based on intuition. People high in "analysis" see the world as problems to be solved, and tend to think strategically. "Action" people focus their attention narrowly on getting things done.

They have the ability to "recruit the world. They have the ability to express support and encouragement. They succeed by helping other people such as their employees, partners, investors and suppliers to become as successful as them.

BUILDING RELATIONSHIP TIPS

2008-04-27T19:11:00.000-07:00

Build real personal relationships with your clients ….. so they'll reveal to you what they really want.

Write "honest" advertising copy like ….. Volvo... they're boxy, but they're safe.

The tagline is successful …. because it spoke to what people really wanted -- far beyond what car companies learn from customers in rank-the-features surveys. In this case , customers didn't just want cars that got them from point A to point B. They bought a Volvo for the peace of mind.

That's why we have to build real personal relationships with our clients--so they'll reveal to us what they really want, what could really drive their decision.

Then, and only then, do we get opportunities to offer generous solutions to their problems that convince them to purchase our core products and services.

You have to approach them as people as well as professionals. Show them you're human by letting your guard down. Share your passions and learn about theirs. See yourself as a combination of consultant, life coach, therapist, and friend. Ask insightful questions, actively listening for what really motivates or frustrates them personally. Then, when you have a deep understanding of what they really want, try to bundle a solution that, first and foremost, solves one of their problems and, ideally, includes your product or service.

This method might require you to find outside partners to deliver--yet another reason to develop larger networks of friends. In fact, the first couple things you "sell" to someone may have nothing at all to do with your own product.

Strengthen relationships with clients by aiding their personal career pursuits, entirely separate from what they're procuring from you.

Examples :

One of your clients ultimately wants to be in politics, so … try to get him invited or involved with a political forum or activities.

When another client confided with you his desire to be an actor, so … took him to dinner with an actor or find him someone who may share the same desire.

A third client was struggling with earning the respect of his CEO, so … coached him personally on how to behave in the CEO's staff meetings to build the credibility he needed to become a key player in the executive team.

You, too, can make your business boom if you find and deliver what clients really want before selling your core product.

ADVERTISING TIPS

2008-04-22T07:54:00.000-07:00

Does your advertising work as hard as you do?

For most entrepreneurs on fixed marketing budgets, advertising has to pull its weight. Even some of the country's largest advertisers who once ran ads for the sake of branding alone now focus their efforts on advertising that produces a measurable ROI.

As we teeter on the brink of a recession, advertising must be a workhorse not a show pony. And its first duty is to support sales.

Successful marketing campaigns have several essential elements in common.

To turn prospects into customers, your ads must do four vital things:

Stimulate a response
Every ad must direct a customer to do something, such as visit your website or contact you by phone. But it's not enough simply to tell your prospects what to do, you must give them excellent reasons to do it. A great print ad, for example, begins with a benefit-laden headline, supports the benefit in the opening sentence, and explains it with features --specifying how the advertiser will deliver. Along the way, it differentiates the advertiser from other companies offering similar products or services. And it culminates in a strong call-to-action that tells potential customers how to take advantage of the benefit or offer.

Open minds
Scientists have discovered that our brains "alert" to new information. We virtually prick up our ears when something new is presented to us. That explains why, as consumers, we're always looking for the latest and greatest versions of goods and services. What's the latest wrinkle presented by your ad campaign? Good ads provide prospects with small "a-ha" moments, when they realize there's something different -- a unique product bundle, another layer of beneficial services, or a revolutionary new concept -- that you offer and no one else does. Whether triggered by your company's point of differentiation or simply a special offer, this a-ha moment should open minds to the unique benefits of buying from you.

Engage the right people
In this era of enormous advertising clutter and the bombardment with marketing messages in every environment, your ads must have immediate appeal to your targeted prospects. In fact, a prospect who's exposed to your advertising should instantly think, "This is what I need." Like a heat-seeking missile, your ad should single out your best prospects, and "speak" to them in their vernacular--including any buzzwords. And visually, whether in print or on TV, it helps if your prospects can also see themselves represented in your ads. Look beyond their age, gender, economic status and other basic demographic information, and put yourself in their shoes to think as they do. Then create an ad campaign to which your prospects can easily relate. Place it in the right context as well, by advertising in the media your prospects look to for information on what you market.

Ring true
Consumers can spot a phony a mile away. What's more, they're often likely to disbelieve advertising claims, even when they're true. That's why it's essential to make all your marketing claims credible, and substantiate them where necessary. Avoid too much hyperbole in your advertising, as it often fails to ring true. And create a campaign that integrates a combination of media to direct interested prospects to a deeper story. Magazine advertising, for example, is one of the best tools for piquing interest and sending prospects to websites where they can find more in-depth information, from industry affiliations, company background and testimonials to copies of press coverage. Create ads with integrity that are supported by in-depth information, and you'll successfully propel your prospects toward a sale.

LINK BUILDING STRATEGIES

2008-04-16T17:19:00.000-07:00

Ever since Google established that Web sites containing a number of links from other quality sites are also likely to contain the most relevant content in their subject matter, the term "link popularity" was born. Today, link building strategies should be part of your search engine marketing campaign.

How Many Links Do You Need ?

Google will find a site as soon as it finds one or two links to the main Web page.
However, the number of reciprocal links needed to get high rankings depends on the number of links shown for your higher-ranking competitors by Google Page Rank. If your competitors display only 20 links to their sites, you can ensure a higher PR score by creating 25 links to yours. But if your competitors have hundreds of links, then you have to beat that number for top rankings.

Be aware that it's not just the number of links that's important, it's the quality of the sites linking to you (popular, respected sites) and the relevance of their content to your audience that counts.

Strategies for Building Link Popularity

Start With Directory Listings
Ensure that your site is listed in ODP (free) and also include Yahoo! Express ($299 yearly). Directory listings boost link popularity because human editors screen for relevancy. Seek listings in industry-specific directories. Search Engine Guide has a Search Engines Directory providing a searchable database of over 3,000 specialty search engines where you can find search engines dedicated to almost any topic.

Request Reciprocal Links
When looking for possible link candidates, start by searching your strategic keywords at major search portals. You'll see a lot of competitors, but look for non-competing, complementary sites. Screen these sites, selecting those likely to be receptive to your link request. Give them a compelling reason to link to your site. Show them where a link might be advantageous. A good strategy is to link to them first, which might help get a link back. Target respected and popular sites of relevance to your target audience.
Also, identify a well-established site with good content that targets the same audience you want to reach. Perform a link analysis from that site, noting the incoming links and soliciting the best non-competing sites.

Promote Linkability Within Your Site
Provide quality resources and appropriate outgoing links, including links to search engines, news hubs, weather reports, industry resources, industry professional groups, etc. Outgoing links are important for two reasons: they provide incentive for other quality sites to link to yours, and they can improve your PR score if internal linkage is done properly.

Publish Articles
Employees with industry expertise can write business articles for your target audience, submitting the articles to appropriate online publications. Include your Web site URL in the bio and request that the article appear with bio and company link. This can generate many links and can also help promote future business.

Create Testimonials
Develop a testimonial page of products and services you recommend. If you admire a marketing or publishing site, contact the publisher explaining why you value the content. You may get a request for permission to display your comments on their Web site. Grant permission provided they agree to link to your site. It can help to post the testimonial on your site, referring them to it.

Supplement Your Campaign With Reciprocal Link Software
Programs like Arelis and Zeus can help locate additional reciprocal links. These robots will search the Web, looking for reciprocal linking partners, ranking potential sites by relevance. You can review the sites, decide which companies to solicit, request a link through a built-in email client with custom templates for requesting a link exchange, track the status of your requests, and check the viability of existing links.
Caution: Avoid link-building programs that query or visit search engines for finding potential link partners because this overloads the search engine servers, and your site can be penalized.

Post to Discussion Forums
This is an easy way to get a link from industry discussion forum sites if you have the time and expertise to participate. Include your URL in your sig file.

Link Multiple Sites
If you have a number of sites with unique content, be sure to link them to your main site. Content must be related, of course.

Awards and Contests
You can create an awards program for related sites, placing winner logo links on an awards page they can link back to. Or you can run a links contest, awarding prizes for linking to your site.

Affiliate Programs
Affiliates can be a source of links, depending on your site goals, budget and time availability. But the affiliate program must be administered from your site to improve link popularity because outsourcing requires linking to a third-party site. Affiliate software should generate static HTML pages for affiliate's links to enable indexing.

Strategies to Avoid

Some strategies hyped in the past should be avoided because they're now worthless or can get you penalized in search engines.

Link Farms
A link farm is a network of sites linking to other sites for the sole purpose of increasing link popularity. Search engines consider this spamming.

Reciprocal Link Exchange Services
Networks consisting of hundreds of webmasters with sites on numerous topics are linked to one another. The service requires linking to all sites in network, making content unrelated. Search engines consider this spamming.

FFA Listings
Free for All listings appear and disappear rather quickly. Few people search through the listings except for spammers collecting email addresses. These sites are not indexed by search engines.

Running a link campaign can take a little time, but is well worth the effort as these links establish relevancy, a top priority for search engines and consumers alike.

GENERATING SALES WITH YOUR WEBSITE

2008-03-24T22:16:00.000-07:00

There's never been a better time to take advantage of the expansive opportunities for online business development and growth that the internet affords.

Day by day, the internet shoppers will grow at an average rate of 5 to 10 percent per year through 2010, resulting in more online sales.

These positive growth should be music to the ears of any aspiring e-commerce entrepreneur. But there's more to building a thriving online business than getting your site up.

Here are some very important things you need to know :

Adapt Strategic Marketing for Sustainable Online Success
While online businesses are unique in many ways, your e-commerce site is merely a tool that you will use to help you achieve your personal and professional goals. Therefore, you should develop yours using the same sound, time-tested, and well-thought-out business methodologies that companies have used for generations. Yes, the internet is relatively new, but good business skills have been around for thousands of years.

Design and Navigation
Make your website dynamic and visitor-friendly. Your website's appearance and ease of navigation are a direct reflection of you, your company, and your products and can literally make or break your business. That's why it's vitally important that you do everything in your power to ensure that your website is welcoming and easy to read and use.

Dynamic Web Copy
Get People to Respond. Since you're building an e-commerce site that will offer exceptional products, you must be able to effectively converse with your prospects and customers and talk to them using language that is relevant and comfortable. That's why your first task is to candidly evaluate your own writing skills. Ask yourself where you fit, and be ruthlessly honest. The success of your website depends upon it. Even though your copy should be honest and simple it can still be exciting! Turn on your imagination and spice it up with controversy, anecdotes, colorful figures of speech, power words or phrases and powerful headlines.

Traffic Conversion
Increase sales and list building. Traffic conversion is a committed process for building relationships and rapport with your targeted audience; it helps visitors to know, like, and trust you. When done correctly, it provides the opportunity for online marketers to achieve their ultimate objective of acquiring and retaining loyal and profitable customers.
Since you can't improve what you don't measure you should be asking yourself :
How many visitors come to my website?
How many visitors opt in to my e-mail list?
How many people click on the buy buttons?
What is my visitor value?

In order to optimize your website so your prospects and customers will be compelled to opt in to your mailing list; learn more about your products and/or services and feel comfortable purchasing from you, you need to make your website professional looking, eye-catching and well-written. To improve opt-in conversions, use attention-grabbing graphics, make sure your opt-in box is positioned "above the fold," make an irresistible offer and include a privacy statement.

Automation
Increase e-commerce profits. In addition to being the most effective time-saving tools available, automation programs are an internet marketer's best friend, hands down. These software gems allow you to reap the benefits of work you've already completed, over and over again. Simply said, there are so many benefits to automation programs that if you're serious about growing and sustaining a profitable online business, you'd be foolish to ignore them.

Multimedia
Increase your impact using audio, video and conferencing. The benefits for including customer-centric multimedia elements on your website are so forceful and undeniable that failing to do so is a huge mistake. You'll receive many paybacks when you add audio and/or video elements to your e-commerce site. But before beginning, keep in mind that multimedia content has to be delivered in the way your audience wants it. It must be available 24 hours, on demand and two-way.

Web Audio
There are so many ways to use the web audio effectively. You can use audio to let your visitors hear recorded testimonials from happy customers, greet them warmly and enthusiastically, help alleviate and lingering doubts would-be customers may have by reassuring them that purchasing from you is essentially risk free and enhance e-courses.

Podcasts
Podcasting combines the ease of blogging with the fun of hosting your very own radio or TV show.

Web Video
Web videos afford you--or someone else--the opportunity to combine words, tone, body language, and facial expressions to convey meaningful information about you, your company, and your products and services. Let's face it; some of us should just not be in front of a camera for a variety of reasons. If you choose to avoid the camera, you can still do such things as :
Make someone else the star.
Do a voice-over narration.
Create a slide show.
Demonstrate a product or showcase a service.

Use Video to Increase Revenues : YouTube
Fueled by the Web's 2.0 social interaction concept and technological advances, novices and experts alike are adding their own videos to share ideas, entertain, demonstrate products, connect with others, and much more. And since access to the site is free and uploading a video is simple, it's a wonderful vehicle for practicing and honing your video skills.

Taking Your Video Viral
One of the most affordable (it's free!) and effective ways to materially increase your opt-in conversions is by taking your video viral--in other words, letting others help you spread the word to their friends, family members, associates, mailing lists, and so forth.

Video Blogging
Blogs are wonderful alternatives, or additions to, more traditional websites because they can be up and running quickly, usually in a matter of minutes; anyone can use their professional-looking templates without any prior design and/or navigation experience or expertise; they're inexpensive, dynamic, and fresh, and since new content is added regularly and often, the search engines love them.

Teleconferencing and Web Conferencing
Teleconferences and teleseminars represent wonderful, cost-effective alternatives to in-person meetings and classes. Additionally, they are :
Convenient.
They can be scheduled at the last minute and participants can call in from anywhere.
Efficient.
Important information can be delivered to groups of people effectively, affordably, and quickly.
Profitable.
You can sell your wisdom, knowledge, or advice by creating your own teleseminar,

Traffic Strategies
Get more visitors to your site. With a bit of typing and a simple click of a mouse, millions of people all over the world go to search engines (e.g., Google, MSN, Yahoo!, AOL, AskJeeves, Dogpile, etc.) to hunt for specific products, services, information and/or opportunities. And since the vast majority of online sales begin with search engines, they are an extremely valuable resource for any e-commerce business. People who are searching naturally assume that the sites listed first--particularly those on the first page--are the best, and that's where they click. The closer your site appears to the top of the list, the better.

Optimize Your Website
In order for search engines to find you (and deem you relevant) you'll need to include your most powerful keywords in various places on your website--your copy, headings, anchor and footer text, and alongside photos and graphics. Use unique page titles and meta tags, and focus on your most important keywords one at a time. Use search-friendly design and navigation techniques. Make sure it is easy for search engines (and more importantly, your visitors) to find their way from one of your web pages to any other via internal links. So, in addition to choosing the most relevant keywords you'll also want to make sure that you over deliver valuable content; your prospects will love you for it, and so will the search engines!

Web 2.0
It’s the key to using social media effectively. Web 2.0 is an online movement that encourages users to participate in the fresh, interactive nature of the internet by using widely available, less expensive, and more mature state-of-the-art technologies.
Some of the many ways you can use Web 2.0 technology and its people-oriented culture to enhance your online business include :
1.Getting products to market faster.
2.Reducing risk.
3.Obtain fast, real-time data on prospects and customers, trends, and products that will help you make more informed decisions.
4.Building and maintaining positive relationships.
5.Changing and adding content, test offers, and copy and obtain relevant information. 6.Use RSS syndication feeds to help you stay informed, become more efficient, and conduct testing.
7.Engaging in interactive conversations with the public.
8.Conducting real-time online video meetings.
9.Monitoring your word-of-mouth buzz.
10.Using "mashups" to create, update, or bundle products.
11.Attracting more targeted traffic to your website.
12.Using tags.
13.Getting information (and respond to it) the way you want.

GETTING CUSTOMERS TO BUY MORE

2008-03-22T09:00:00.001-07:00

If you're already selling anything online, you're about to discover a quick and easy way to get extra revenue from your site with very little added or in some cases zero expense !

There are three ways to grow your business:

1.Getting more customers

2.Increasing the transaction size (i.e., getting customers to pay more)

3.Increasing the frequency of purchases (i.e., getting customers to buy more often)

For some strange reason, virtually every business focuses solely on the first way. There isn't anything inherently wrong with that approach, but it's the most costly way to increase revenue and it usually means you're leaving the lion's share of the profits on the table.

To get the biggest bang for you buck, you need to incorporate the two other ways, starting with increasing your transaction size. This is the easiest way to boost your revenue.

The Upsell
Car dealers are excellent at using this technique. Once you've agreed to buy a car, you're given several "opportunities" to take advantage of dealer financing, extended warranties, rust coating, a LowJack security system, etc. These additions will normally add as much or more profit to the dealer as the original sale.

The technique is also used every time someone orders something at McDonald's. Who hasn't heard "want fries with that?" or "would you like that super-sized?" It may bump the cost of your meal by mere pennies but multiplied by "over a billion served," you'll see it makes serious dollars for the company.

And of course, anyone who has ever called a late-night infomercial has experienced this technique. When an order gets placed, the consumer will inevitably be offered a special deal on the third bottle of super-grime cleaner if they buy two bottles.

This technique of offering "add-ons" or "bumps" completes the art of the upsell. Without going into the psychological reasons about why this technique is so effective, the important thing to keep in mind is that it can on average boost profits by 20 to 66 percent simply by asking your own version of "want fries with that?"

This works even better and easier online.

Here are three ways to use the power of the upsell online.

1.Put an upsell right on your order page.
This is the easiest way to use upselling. It can be something as simple as putting a checkbox on your order forms and a sentence or two about an add-on like :
"Yes, please add an additional year of in-home repair for only $49" or
"Check here to add a bottle of miracle cleaner for only $17 more."
You can expect to get a 25 percent upsell rate on average. That means one out of every four customers will give you more money just for adding a few words onto your order form.

2. Use an intermediary page.
Once prospects click on the order button, they're taken to a new page. This page tells people about a special offer that is for "today only" and offers them a deluxe or gold version of whatever they intended to buy for "only X dollars more." You can make the upsell a big-dollar amount or a small insignificant little bump. Think of technique as the same thing as going in to buy a 99 cent burger and being offered a "value meal."

3. Recommend a product or service.
Anytime you buy something from Amazon, that's exactly what they do. Up comes a page that says: "Customers who bought X also bought Y," and they show a slew of products to choose from. How difficult would it be for you to look at your records, see if there are any patterns on past purchases, and then on your order form or intermediary page say: "Customers who bought this computer game also bought a special TV adapter and a 12 pack of batteries"?

Now you have to play fair and let people get the original price and package you offered, but there's no reason you shouldn't add a complementary upsell immediately. This method is one of the easiest--and most profitable--techniques you can start implementing right away. You simply need to come up with a couple of more compelling bonuses, packages or add-ons that people will get for the upgrade.

There is no reason you can't use more than one upsell. You can have a package offer on your intermediary page (your value meal) with an add-on on your order form (super-size), and also say something equivalent to: "Customers who bought our super-sized, value meal also bought a hot apple pie and a chocolate sundae."

E-BROCHURES

2008-03-17T08:28:00.000-07:00

If your company has ever printed a brochure, you know the time and cost involved as well as the potential waste.

Many businesses spend hundreds or thousands of dollars on a brochure, only to have boxes of them cluttering their closets years later.

If this sounds familiar, you'll certainly appreciate the many benefits of e-brochures.

An e-brochure is pretty much what it sounds like a brochure that can be distributed, delivered and viewed via the internet. Like printed brochures, e-brochures feature photos, graphics, copy and your logo. However unlike printed brochures, e-brochures can be sent as e-mail attachments, incorporated on a website or burned onto a self-playing CD. There's no question that e-brochures represent a new and highly cost-effective way of branding.

While traditional, printed brochures remain the industry standard, and many customers still expect them, e-brochures are quickly gaining popularity due to these unique selling points :

Cost effectiveness
No more guessing numbers for your print run, then winding up with too few or too many brochures. The cost of an e-brochure is fixed, whether you send out one or one million of them. Fees are based on the number of pages and any extra "bells and whistles" like video or audio. What's more, digital distribution means you omit postage costs.

Interactivity
This can greatly boost the overall impact of your message by engaging your audience. Viewers can turn the interactive pages, view video or listen to audio with a simple click of their mouse. Better yet, they can immediately place orders or request more information by clicking on embedded links.

Customization options
E-brochures let you to target your messages to specific audiences, increasing the likelihood they'll buy from you. Such market segmentation is much harder with printed collateral.

Easy to update and edit
You can quickly and efficiently customize your message, target your market and adapt to changes in the marketplace without re-printing a single page. Nor do you need to reprint your brochure if your offerings or price points change. Updating your e-brochure "template" is a simple and affordable editing job.

Unlimited distribution
The ability to e-mail your brochure means you can immediately and affordably respond to requests for information from anyone at any time. In fact you can instantly send your brochure to prospects around the globe and create a viral effect--one potential customer can forward it to other potential customers, which in turn can forward it to more customers and so on, at no cost to you.

Access to additional information
Your audience can quickly browse through content, zoom in on items, and print pages, all from the convenience of their home or office. You can also include a homepage link for customers who want to learn more about your business.

Tracking
With traditional printed materials, it is extremely difficult to track your ROI. Not so with e-brochures. You can track how many times your e-brochure is downloaded as well as how many orders you received from its distribution.

Environmentally friendly
Obviously, no trees are involved in the creation of an e-brochure. You won't need any storage boxes to house extra brochures, either.

Makes your company look smart and innovative
Having an e-brochure gives the distinct impression that you're ahead of the curve and well-positioned for the future. Customers like to do business with savvy companies who literally think outside the box.

EMAIL MARKETING - TIPS TO GET STARTED

2008-03-15T06:10:00.000-07:00

Choose a reputable e-mail marketing service provider
Features to look for include affordable plans, a variety of easy-to-use templates for different kinds of e-mails, e-mail list management, a commitment to e-mail marketing standards and best practices, and access to support and helpful resources.

Collect e-mail addresses
Even if your mailing list is just a few friends and family members, that's enough to get started. Grow your list by collecting names during your regular course of business, whether it's at a home product party or a chamber of commerce event.

Get permission
Before you send anyone a commercial e-mail marketing communication, remember to get permission. Permission is perishable, so don't wait months to e-mail someone after you get their contact info. And you must offer a way for recipients to unsubscribe or opt out of your mailings.

Make your first mailing count
This could be a simple announcement that you're open for business or an e-mail that welcomes people who recently joined your list. Thank recipients for joining and tell them who you are, what you offer and why you're e-mailing them. Your first e-mail is your opportunity to make a good impression and show the benefits of being on your e-mail list. Include a "forward to a friend" link so people can easily share your correspondence with others who might be interested in what you offer.

Create a schedule
Plan to communicate with customers via e-mail at least six times a year. Once a month is even better. If you plan to e-mail more often--and you may if you run events or weekly specials--make sure you are providing information your contacts value.

Customers and prospects might not need your products or services at the moment they receive your e-mail, but the key is to keep your business on their minds. That way, when they're ready to buy--or when they hear of someone who needs your products or services--they'll think of you.

Even if e-mail marketing is the only marketing activity you do, it can help you connect with customers and encourage referrals and repeat business. You don't even need to have a website to get started. As long as you have a computer in your home office (kitchen or garage), e-mail marketing is a great way to grow your home based business.

PROMOTING HOME BASED BUSINESS

2008-03-14T07:59:00.000-07:00

Millions of people are living their entrepreneurial dreams by running a business from home.

Many entrepreneurs start with an idea to sell a product or service, working part-time out of a home office, kitchen or garage. Some leave the corporate world to become independent consultants, offering their skills to companies on a per-project basis.

Whatever your skills or passions, the rewards to owning a home based business are undeniable. Be your own boss, make your own hours, enjoy more time with family, earn income doing something you've always wanted to do; you're free from the constraints of a traditional work environment. The flip side is that there's no marketing or sales department to bring in business and keep it coming. You are it.

If you're running a home based business, chances are your resources are limited. Your challenge is to get business and keep it coming. That's where e-mail marketing can help without breaking the bank.

E-mail marketing is a fast and easy way to do the following :
Reach out to your contacts directly and let them know you are open for business
Encourage repeat and referral sales by reminding customers you're there
Share your expertise so customers turn to you as a trusted resource
Create promotions that boost business and keep your brand alive
Conduct effective DIY marketing on a cost-conscious budget

E-mail marketing works for any kind of home based business, whether you're a jewelry maker or a dog groomer, a freelance accountant or an online seller of collectibles. Let's look at two types of e-mail marketing that can build your home business.

Create an e-newsletter
A simple e-mail newsletter lets you share free advice, insights, and success stories with current (and potential) customers. This sets you up as a trusted expert in the eyes of the people on your list. When they need what you offer, your e-newsletter will help make sure that you come to mind. Come up with a few content ideas for your newsletter, such as design tips, recipes or financial insights, and ask people in your network what they'd like to read about. Customers, associates, friends and family are a great source of topic ideas. Worried about doing a lot of writing? Don't be. Newsletters can be short with just a few paragraphs of useful information.

Send promotional e-mails
Combine your newsletter's informational content with promotions that stimulate demand for your products or services. If you're in a gift-oriented or other retail business, the holidays create natural opportunities for promotions. If you're a consultant offering services, your business may be more cyclical or seasonal depending on clients' needs. You can also plan an event or a sale to create a business booster during otherwise slow times. A 10 percent off coupon, open house, or a free sample or consultation are examples of popular e-mail promotions.

ATTRACTING CUSTOMERS TO YOUR SITE

2008-03-04T03:27:00.000-08:00

Now, more than ever, website owners are looking for ways to expand their businesses and are building strategies for more quality content build-outs and added distribution channels.

Their goal is to attract more eyeballs than ever before.

In today's competitive marketplace, how can you find additional ways to grow and build a loyal visitor base online?

If you're planning to launch a small website, you must have found a niche marketplace with much less competition. Otherwise, you may not rank where searchers can find you. You know that adding content and links are important, but if your competition is doing more, how can you keep up? You can't continue to create, modify and copy pages and fiddle with HTML editor programs; you're too busy for that.

Here are some smart ways of doing it …..

Join the blogosphere.
Distribution via blog networks is smart. But, if you have a regular, static website, you may experience technical or HTML page issues in making your site available to search engines. Imagine that you've written a "Top 10 Tips" article on how to grow large, custom red tomatoes in your garden. The text provides excellent and useful information, but it's not optimized well for search engines. If search engines can't spider your site and find you easily, how can you get your information distributed? How can you target and continue to feed a hungry market?

RSS.
As defined by Wikipedia, RSS is a "family of web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts." You may also see references to Media RSS, designed in 2004 by Yahoo!, but it's not as commonly known. You should use this for video and media.

The technology behind RSS isn't new, but with the rise of social media and social media optimization, failing to leverage this content marketing avenue could leave you behind. You don't need to worry about the technical aspects of RSS feeds, but they're XML representations that custom readers--known as feed readers--can consume for easy scan and reading by your audience. Blogs, RSS and social media will see a huge popularity uptick in 2008. As Stoney DeGeyter, a prolific search marketer, noted, "Content is dead, community is king."

Web Traffic RSS Success Tips

Get a blog and start writing.
Start by posting one or two times a week and increase the frequency from there. Make sure readers can easily bookmark your posts with action clicks, easily installable via plug-ins (WordPress is a favorite here). You don't have to write everything yourself. It can be outsourced, and you can write commentaries on news stories and public domain articles to get started.

Provide a visible RSS icon.
Placing a large RSS icon on your site will let visitors know they can get your content into their readers and can sign up easily and quickly.

Publish feeds.
Big names like The New York Times, BBC, MSNBC and Amazon are already doing it. iTunes has read capability into media streams of audio and video. You're not limited by text anymore. Creating videos for your online marketing is big this year. If you have information to share, any "how to" and "problem solver" videos are always in demand.

Get a reader.
An RSS reader comes in different variations--free or paid, desktop or browser-based. Readers allow you to scan headlines and stay up-to-date on content with a high data freshness rate. The following readers are worth considering :
Bloglines
Google Reader
Yahoo! Web
FeedDemon
Pluck

Set alerts.
Set alerts for your blog name or URL. Use Google.com/alerts and track events as they happen. You can set up weekly and daily alerts. Get a free account at FeedBurner.com and track and set up feeds, and run daily reports, stats and more. It's a very handy tool and contains many useful features and excellent reporting on your subscriptions, including search terms and incoming pages.

If you apply these techniques, you may see a potentially large rise in traffic on your site, including willing customers who are ready to buy what you have to offer. Get involved and let the RSS feeds push content out to your customers and readers, and use compelling headlines to draw the readers in.

MARKETING CREATIVITY

2008-02-18T10:19:00.002-08:00

Where creativity came from ?

The answer was revealed by asking the same question to artists, dancers, writers, musicians, poets, engineers, and architects. All gave the same answer to the question. They said that creativity comes from knowledge. The more knowledge you have, the more creative you can be. Applying creativity to the arts has the purpose of human enjoyment. Applying creativity to your business has the primary purpose of generating profits. If it doesn't generate profits, it's not creative.

Don't ever go down the garden path of beauty and creative expression in marketing. Sure, it's a plus if your audio and visual materials look and sound great. But that's not their job. Generating profits is their job. Get your artistic kicks in the concert hall. There's no place for them in the boardroom.

The Knowledge You Need
Direct your creativity towards the accumulation of knowledge you need. The path to that knowledge is illuminated by research, the start-up point for the start-up guerrilla. That training as well as your own adventures as a marketer starts with information you've really got to have. Much of it is published on the internet. Lots of it is yours for free at your local chamber of commerce. Bookstores and libraries are bulging with just the information you need, and professional associations and groups will share it with you.
There's only one thing that accessible information lacks--specific information about your customers. It's laden with data about groups, but as a marketer, you're more interested in data about individuals.

Research Your Consumer
The best way to get that data is to get it yourself. Do your own research. Prepare customer and prospect questionnaires (a different one for each group) that ask a lot of questions. Have a notation at the top of the questionnaire that you're sorry to ask so many questions, but the more you know about them, the better service you can be to them.

Ask Specific Questions
Ask questions with answers that open new doors, such as what is your favorite sport? Favorite rock group? Favorite baseball team? Do you have a hobby? Do you have any pets? The answers to these questions can help you add immense power to your e-mail and website. There is an old proverb: "It is better to know something specific about your spouse than know everything about marriage." The same holds true for buyer-seller relationships. The "something specific" is what you get with research and the way to switch a start-up marketing campaign into a higher gear.

If you want a place to exercise your creativity, it's in your customer questionnaire. Most business owners know most of the right answers. Business owners also know most of the right questions. Knowing the right questions to ask and then asking them is one of the arts of the start-up your marketing campaign.

Examine the Answers
Processing what you learn is what it's all about because that's where the action begins taking place. You notice a great number of customers in three zip codes. That spurs a mailing to those codes. You must be doing or saying something right. What can it be?

Naturally, a marketer view of research begins with research into his own customers. Important as they are, there are still many other areas deserving of further exploration. First on that list are your prospects, those people who for some silly reason haven't yet purchased from you. Hey! Hold on a second. Maybe it wasn't a silly reason. Maybe it was you doing a silly thing or missing an important detail in customer service. Always look at it like this: If your prospects aren't your customers, there's got to be a reason. Find out what that reason it and then correct it. Be relentless. Be pig-headed and single-purposed, but do everything you can do to transform all of your prospects into customers. That may not happen exactly. But your efforts won't go unrewarded.

The best marketing builds confidence and invites a purchase. Best and most unique of all, the best marketing gets through to people. That's why knowing a lot about your prospects will help you stand apart from your competitors and shine in the minds of your prospects and customers.

Once you've learned all you can about your customers and your prospects, what's the next area worth researching? A smart place to focus is your own industry. Research that industry and get a feel for what the winners are doing, the latest trends, and for signs of any competitors you might have.

Look at Industry Winners
One of the secrets to market domination is knocking yourself off. NOT cloning yourself, but creating a new unique selling proposition in the same market.

That's why Toyota created Lexus. It's why McDonalds started Chipotle. It's not just big companies either; it's just as true with "little" guys on the internet. In some of the most competitive markets imaginable, you see 11 real ads on the first page, and most people don't know that two parent companies might be responsible for five or six of them.
Hey, if you've successfully gained a foothold in one market--and you understand that market deeply--and want to grow your business why go to the trouble of learning a brand-new niche? Do something in the one you're already in. Create a new offer that's so appealing, it takes its place along with the other top dogs: New product, new website.

Don't ever forget that on the any search term there's a whole spectrum of tastes and desires that the keyword represents. One website and one ad can only cater to a handful of them. There are still others you're not serving. But you can.

Do Field Research
As lush and fascinating as the internet may be for research, we can't help but point you in the direction of trade shows where you'll not only get a state-of-the-moment feel for your industry but you'll also get a lot of inside information not yet published online. The networking at these shows may be more valuable than anything on the trade show floor.

The product or service you offer also merits abundant research time. The better you know your offering, the better equipped you'll be to talk about it, understand it, market it. Eventually, you'll be called upon to prepare a benefits list, that actual in-writing list of the benefits people gain by buying from you. Put a lot of effort and creativity into this list because it's what you'll be communicating to your prospects and customers. They'll then make their decision to purchase (or not to purchase) based upon the benefits you do (or don't) convey.

Understand Your Competitor
Your next point of research will be your competitor, which you'll already know pretty well because of your forays into studying your industry and your product. Learn what they say and where they say it. Maintain vigil here because they'll tip their hand frequently by how they adjust their message and their media. You don't want to copy them but you do want to be aware of what they're up to. You can be sure that they're checking up on you. You might even buy the product of the leader in your industry. Get to see firsthand its sales presentation, display, packaging, follow-up, and product itself. Learning from leaders is an added strength for you.

Explore Media Opportunities
Don't fail to research life outside your own industry. Get to know the media, online and offline available to you. Get to know the internet on an intimate basis within your industry. Start-up your research by half hour surf through the internet everyday to catch the best that's online--in and out of their industry. The research you put in looking for media opportunities for your company will pay off every time.

Study the Latest Technology
That research should include researching the latest technology that might empower your business. The move in entrepreneurship is toward automation. Happily, automation is not expensive. Your company can give off the vibes of a huge, lavishly funded corporation with a constantly busy staff, when the truth is it's just little old you pushing the right button on your automated customer profitability center. Technology can help you in the areas of marketing, production, finances, distribution, and a whole lot more. Skip it if you don't need it, but don't miss it if it can contribute to your profitability. It probably can. More people earn money while they sleep than ever before.

USING TECHNOLOGY FOR BUSINESS

2008-02-15T20:16:00.000-08:00

Spend money on technology as an investment , not as a cost.

You spend money on insurance. You probably have a lawyer and an accountant. However, when it comes to spending money on technology, many of you only do so when absolutely necessary. You don't spend money on technology that you think you don't need. This is a mistake.

If you're building a business that's meant to last, you must think of your technology spending as an investment in how technology can help your business grow. You should spend money on technology that will help you now and in the future. The right investments in technology will help you save money and time, do more with less and grow your business.

Don't think of where your business is now, but think of where your business will be in the next five years and invest in technology accordingly.

Many of you, like me, use Microsoft Outlook as the core foundation of your business. You use it to manage your e-mail, tasks, notes and calendar. But if you want to increase sales to your current customers and know everything you can about each customer, you should know of how to use it correctly. When a customer buys from you, chats with your sales rep and maybe returns a product, a good system can help you mine this data and use it to know more about your customers.

You've heard about Facebook, MySpace, LinkedIn and a few dozen other social media tools that help you connect with others. Many websites also enable you to comment, upload your own videos and share your insights. This is what Web 2.0 is about. It's more than you giving a sales pitch to someone, which is a one-way conversation. It's about having a conversation with customers and letting them have a conversation with each other--about you.

You need to have a great website with quality navigation and content. You need an e-mail newsletter to reach people. You should have a blog to foster more conversation and boost your websites rankings in search engines. The next step is to ensure visitors to your site can communicate with you and with each other using Web 2.0 technologies.

Mobile technology can boost productivity. If you and your staff are sitting at desks all day, you may not need mobile technology. But if you travel, you need to implement mobile technology solutions. This means you can access your office through e-mail, faxes, files and more , wherever you are. There's no reason to tell a customer they have to wait until you get back to your office. There's no excuse for telling a partner you haven't received a fax someone sent you or missed a voice mail because you weren't in the office.

Outsource your technology. You don't need to manage and implement technology on your own. You may be an expert in what you sell, but you probably aren't an expert in network security, data backup or mobile technology. The only way you're going to maximize technology is to outsource your use and implementation of it. Technology isn't all that you need to outsource. If you find that you're scanning business cards, answering phones and faxing proposals, you need to hire someone to do these tasks for you. Whether you're a one- or 50-person business, you need to manage your company and concentrate on its growth. Hire someone else, such as a smart virtual or in-person assistant to help you.

Don't "technologize" a bad business process. I'm sure you run a very good business and do your best to manage its various processes, however if some aspects aren't running as well and you think technology is the sole answer, you're wrong. Hire employees who love service and then use technology to manage and enhance the customer service experience.

BUILDING A BRAND

2008-02-11T02:21:00.000-08:00

A "brand" is difficult to quantify.

Perhaps this is why it is classified as an intangible asset. This is why large multinational billion dollar companies invest heavily in their brand and take copyright and infringements very seriously. At the end of the day, a brand is the "halo" around your product or service and a representation of your vision.

When creating your brand, it is important to consider the following key points :

Define your vision
Brainstorm key words and adjectives you want your brand to stand for. Think about these words and use them to create a brand positioning statement. Your statement should include what you stand for, what the consumer should expect from your brand and why it is "relevant" for them.

Use inspiration
Before creating your brand, look for other companies that have been successful in key attributes you want your brand to project. Collect their brochures, marketing material, advertising, packaging and use these as inspiration. They will also help when it comes time to discuss your vision with your designers.

Invest in trademarking
Once you have your name and logo, it is critical to invest in getting the name and image trademarked. The process is fairly a straight forward. It is also a good resource to check availability of a name before you begin developing it. You don't want to spend time and energy on a name and logo to find out it is already registered by someone else.

Website worth remembering
In today's Internet age, your website is a key gateway for your brand. It should be simple to remember and straight forward to spell. It is also important to get the ".com" version since people will assume it is ".com" and if you have another suffix such as ".net" it will be harder for customers to find you.

Be consistent
Once you have the building blocks of your brand and brand identity, be consistent in how you use them. Key elements such as your logo, font, colors, images should be repeated so consumers learn to look for them in the same place. For example, if your logo is on a blue background on your packaging, use that same blue for your other promotion and marketing materials. Don't choose a different color to "mix it up," you want to reinforce that blue and have it identified with your brand.

Evolve and improve
A new brand is a learning brand. Once consumers interact with it, you will get feedback on what is working and what is not. Take those learning and evolve the brand. As a new brand, you don't want to completely change something when it hadn't had a chance to take hold, but make small changes to improve as you build on the core foundation that was inspired by your vision.

A brand is an intangible asset and if it is properly channel and being capture in the mind of customers, the impact will be tremendous.

TURNING SHOPPERS INTO BUYERS

2008-02-04T18:48:00.000-08:00

There's nothing more painful for a new business owner than seeing a shopper walk in the door and walk out empty-handed.

The sale goes up in smoke as does the potential for turning that shopper into a repeat customer. It's like having all the bases loaded in a ballgame and then having an inning-ending out. You're in position, but you don't score.

For a startup, every sale counts. You don't have customers flooding your phone lines or swarming your showroom, so you have to make the most of those who do turn up. If you have 100 inquiries and close only 10 of those sales, your batting average will be dismal as will your bottom line.

It's not just from the lost sales alone. You invest time, energy and money into promoting your business with ads, door hangers, direct mail coupons and marketing tools. The fewer shoppers you convert into buyers, the higher your cost per customer acquisition.

The first step in increasing sales is to calculate your actual conversion rate. For a brick-and-mortar business, this is a relatively simple matter of comparing the number of callers or store visitors to the number of actual sales. For an internet-based business, web analytics software does the trick.

The optimal conversion rate will vary with the business. It will be higher if you're peddling running shoes than if you're pushing Ferraris, for example. But knowing the ratio is important because many businesses vastly overestimate the figure. Seeing the actual numbers usually alerts the business to focus on improving sales techniques. It also helps you measure the success of any changes you make.

Once you've determined your conversion quotient, you're ready to tackle the challenge of improving it. These basic strategies can help you close more sales.

Stress your unique selling proposition.
Figure out what makes you different from the competition and deliver that message loud and clear. For example, one wedding/event facility touted the credentials of a new head chef they had hired from the best restaurant in town, pushing its conversion rate from 60 to 73 percent.

Identify bottlenecks in your sales process.
Analyze the steps required to get customers to buy from you and determine your weak spots. Let's say you're in the deck building business. To make a sale, you need to schedule an appointment, show photos of your work, take measurements, propose a design, price the job, provide references and so on. Do you need new photos for your portfolio? Does your proposal package need sprucing up? Are you failing to make follow-up phone calls? Fix the flaws, and sales will follow.

Use the magic question for telephone inquiries.
Never let a caller get away with simply asking for price information. Train your staff to say, "Thanks for your call. So that I can be of the biggest help to you, can I ask you a couple of questions?" This opens the door to engaging the customer. One tire retailer I know doubled his business by adopting this technique and coaching salespeople to ask about callers' driving patterns, typical number of passengers and preference for low-priced versus longer-lasting tires.

Outlaw "Can I help you?" on the retail floor.
Inevitably, the customer will answer "No thanks, I'm just looking" and end the conversation. Instead, instruct salespeople to ask, "Hi, have you been in our store before?" If they say no, the answer should be "Let me show you around." If they say yes, the response should be, "Welcome back, let me show you a couple of new things we just got in." That way, you don't give them an opportunity to say they want to be left alone.

Rewrite your sales script.
A lot of what goes wrong in selling can be traced to sending the wrong message. Consider the home security firm whose telemarketers introduced themselves by saying, "We heard there have been break-ins in your neighborhood, and we'd like to talk to you about installing a security system." After a business coach determined that approach was a turnoff and changed the script, the firm's conversion rates doubled overall and quadrupled for the strongest team members.

Adjust your sales pitch to the customer.
It sounds basic, but most people don't do it. Train your sales team to ask questions to flesh out the customer's needs and to cater to different buying styles. One method called DISC divides the public into dominant, influencer, stability and compliance buyers. This applies to sales scripts as well as face-to-face selling. One jewelry store boosted its conversion rate from 26 to 65 percent by using role-playing and other training methods to help the staff adapt to different customer scenarios.

Remember, marketing can help make the phone ring or bring people in the door, but you can't win the war unless you turn a high percentage of your "live" prospects into paying customers. Give your sales team the right tools, and you'll have a lot fewer shoppers getting away.

CONVERT WEB TRAFFIC DATA INTO PROFIT

2008-02-02T04:52:00.000-08:00

Understanding your Web site traffic will help you improve your site's usability.

More important, traffic data can improve your site's revenue-generating potential by telling you what kind of ads will work best on your site.

If you have ads on your site that are under your control (in other words, not Google Adsense, AdBrite, or other off-server ads), you can set pricing and content requirements as you see fit. Crunching the numbers on your traffic data will increase your understanding of how your users interact with your site, where they're coming from, and what search terms they're using to find you.

Potential advertisers will want to see traffic data. If your traffic data is telling you that 34 percent of your users are coming from a specific region, you can use that information to focus your ad sales efforts on businesses in that region. Understanding your search terms not only gives you a sense of how well your search engine optimization (SEO) efforts are working, it's further proof to advertisers that you're getting what amounts to prequalified sales leads.

Most advertising deals are dependent upon being able to guarantee a given amount of exposure, so knowing your traffic numbers can give you an advantage in negotiating advertising rates. Most traffic monitoring software tells you which URLs and IPs are sending you traffic. You can take that information to sites you want to link with and point out to them how an arrangement would be to your mutual benefit.

One note of caution in all of this: be careful who you give traffic data to and how much you give them. You don't want to compromise your users' privacy by selling their e-mail addresses unless they provide their explicit consent. Likewise, don't give away any information that might be of value to a competitor. That means knowing who you're talking to when you disclose traffic data. Similarly, don't undermine your position by giving traffic data that speaks of any weaknesses in your site. For example, you don't want to brag that you get 30 visitors a day if you're trying to establish a deal, even if those 30 people spend an average of 40 minutes on your site and each generates 300 clicks (not likely, but possible). Always look for the best reflection of your site.

Whatever you end up doing with your traffic data, keep an eye on it and learn the patterns so that you can pick up on anomalies, both good and bad. Traffic data is a goldmine of insight. Use it to your advantage at every opportunity.

HOW TO IMPROVE YOUR SITE TRAFFIC

2008-01-31T08:26:00.000-08:00

Keep Content Fresh
New content is a great way to keep visitors coming back. Search engines also rank sites with fresh content higher. Keeping an active blog is a great way to keep your site new and fresh.

Keep it Simple
Visitors should be able to easily look around your site. If visitors are frustrated and can't find what they are looking for, they are likely to leave quickly and never come back or recommend your site to others.

Help Visitors Contact You
Make it simple for visitors to reach you if they want. Include a guestbook or blog where they can post questions. Add a "contact me" form where they can submit questions to you via email.

Use Descriptive File Names
Use descriptive keywords as names for the files (e.g., pictures, videos) on your site. This will help your site appear more with search engines - especially through things like Google Image Search.

Create Links
Getting links to your site from other websites will help generate more traffic and improve your placement in search engines. Find other sites on your same topic and put a link to them on your site -- maybe in a new "Favorite Links" page. Then ask those sites to link back to you by signing their guestbook.

Tag your Site
Adding site tags can increase the number of times your site shows up in search results. To pick the right keywords, try putting yourself in the shoes of your visitors and think what they would search for if they wanted to find your site.

Liven Up Site with Widgets
Add widgets to help your visitors interact with your site, get useful information, or just have fun. They are free and easy to add.

Wanna try ? Click the ad below .....

width="468" height="60" border="0">

BUILDING BRANDS ON THE WEB

2008-01-29T17:44:00.000-08:00

Many companies are spending significant amounts of money to launch e-businesses on the Internet.

But how many of these companies are taking the right approach when it comes to building a memorable, unique and positive brand image that online consumers will be attracted to it over the long haul ?

The key issue is …… Branding in the online world is far more than just transferring your print brand identity to the Web. Yes, it includes a graphic design image, but your brand in the world of e-business is more largely affected by the interactive experience you provide your users. Everybody knows that the Web allows you to build one-to-one relationships with your customers.

What is more important is the quality of those relationships. Your Web site's ability to engage your customers and facilitate an ongoing relationship with them is the real key to successful branding on the Web.

We all have, at one time or another, been affected by both successful and unsuccessful Web branding efforts. In short, if it isn't done correctly, it hurts a company's ability to gain and retain business through this channel.

Here are a few points to keep in mind when thinking about the proper way to establish a strong brand identity on the Web:

KNOW YOUR TARGET AUDIENCE
It's critical that a Web business conducts the right up-front assessments to determine who their best prospects are. For example, a toy company or business-to-business parts supplier may have conducted tracking studies or customer analyses for their brick-and-mortar business, but this does not mean that their best offline prospects are their best online candidates.

MAKE YOUR ONLINE BRAND USABLE
Creating an online brand isn't just about the design, overall look and feel, and a pretty logo. It is very much connected to and enhanced by a positive user experience and an intuitive navigation scheme. In most circumstances, users want to get in, find what they want ….. such as information, items to buy, informal chats and community-related interaction, and then get out, on their terms, whether that means two minutes or two hours. E-businesses need to assess users' impressions of how easy it is to navigate a site and find what they want. And when a site is redesigned, continue to validate whether the job has been done correctly. We call this "Advancing the User Experience."

DEPLOYING A WEB APPLICATION TECHNOLOGY
There is an ever increasing array of Web applications that e-businesses can buy (or build, depending on your needs) to add "critical" functionality to a site. However, just because someone else may offer a "hot" service or feature on a site doesn't mean that you should. Always relate your technology purchase decisions to your overall business drivers. For example, if you intend to differentiate your organization based on personalized customer service, make sure the self-service applications and user interfaces that you put in place are designed to fit your users' unique needs and are integrated with back-end customer databases and "real-time" customer service channels.

A WEB “BRAND” IS MULTIDIMENSIONAL
It's more than just a messaging and identity effort; it's also the degree to which you ensure a positive user experience, optimize usability, and incorporate technology that addresses key user needs and leapfrogs the competition. By taking all of these dimensions into account, you'll cement long-term relationships with your users, and profit as a result.

DEFINING SUCCESS

2008-01-25T08:16:00.001-08:00

Everyone wants to be successful. But how would you define success?

The American Heritage Dictionary defines success as "the achievement of something desired, planned, or attempted." That something can be anything -- such as financial rewards, the balance of family and work obligations, or the search to fulfill a personal passion.

However, for many entrepreneurs success may not necessarily be the arrival to a destination. It could be the path of the journey taken along the way. Perhaps it's the ability to be flexible. It could also mean the fortitude to change course or direction. Maybe success is being a risk taker when others would walk away from an opportunity.

Your idea of success may be quite different from that of another small business owner's. Your neighbor's personal and professional goals may not parallel your own. Even within families, spouses, parents, and siblings have different needs at different times.

You may also find that how you define success today may be different from how you define it tomorrow. In the real world, life changes, businesses evolve, and the shooting "success star" you may be reaching for alters its course.

As a single person with no family obligations, your definition of success may be quite self-centered. You may be financially driven. The personal challenge of running a business may be your ultimate reward.

A married small business owner with a family may have the intention to make a substantial living, but his or her personal definition of success may revolve around the family. Finding a happy balance between all aspects of life is often the driving force.

Before you outline what would make your business a success, take a moment to think about your own definition of success -- both personal and professional. Remember, you are on a journey. Your success may be found in that journey. Success is not simply an end point; once you reach one goal or benchmark, there will be others to pursue.

Do your personal and professional goals parallel each other? If not, the two paths may diverge and leave you stranded in the middle, attaining neither set of goals.

Do your family goals reflect those of your spouse or significant other? Again, if these two sets of success-defining goals are not in sync, trouble may be brewing in and outside the business.

Sometimes along the way, we deviate from what we think is the right path to success. When this occurs, think of those individuals who came before you.

Consider Milton S. Hershey. Was his success in building the largest chocolate factory in the world? Or was it in leaving a legacy through his philanthropic contributions to disadvantaged children and the creation of the Milton S. Hershey School?

What other entrepreneurs inspire you? Who can you emulate? Take time to research successful entrepreneurs and learn the story behind their entrepreneurial efforts. Their stories may surprise you.

You are surrounded by entrepreneurial colleagues. Tap into them. Join your local chamber of commerce. Attend social events with other business owners. Through sharing successes and failures, entrepreneurs grow together in a supportive network.

Thomas Edison once said, "I have not failed. I have just found 10,000 ways that won't work." You and your colleagues may find your own 10,000 ways. Expect to find them. Plan now to learn from them.

Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has had to overcome while trying to succeed.

What are your personal and professional obstacles? How successful will you be?

Only you can answer this.

HEALTHY FOODS BUSINESS

2008-01-23T09:35:00.000-08:00

What's for lunch?

Whatever it is, for most people, it comes from a to-go box. The same goes for breakfast and dinner. According to the Restaurant Association, 80 percent of people surveyed agree that going out to a restaurant is a better way to use their leisure time than cooking and cleaning up. Add to the mix the constant diet craze and the fact that 57 percent of consumers would use delivery to their home or office if more restaurants offered it.

The market largely has been dominated by giants companies , but many small-business owners have found an edge by offering freshly prepared meals that are delivered locally. People who are looking to kick the unhealthy habit of dashboard dining and cubicle take-out have more options than ever when it comes to prepared meals delivered to their home or office.

Here are three of the current trends in food delivery services that are making mouths water and keeping entrepreneurs satisfied.

Raw Dishes
Raw dishes consist of fruits, vegetables, nuts and seeds that have never been cooked or treated with heat above 115 degrees. Like most diet crazes, the raw food diet was first introduced to the mainstream via celebrity devotees, but it was innovative culinary wizards that turned this fad into a bona fide movement with creative dishes that mimic cooked favorites. When you cook food, it destroys about 80 percent of the vitamins and minerals and about 100 percent of the enzymes, so eating raw is really about getting the most out of what you eat.

Kids Food
School cafeteria food has always gotten a bad rap, first from kids forced to eat the "mystery meat," and now from parents who've wised up to the lack of healthy, nutritional food options hitting their child's plastic tray. Over the past three decades, childhood obesity rates have more than tripled for children aged 6 to 11 years and doubled for adolescents 12 to 19 years. By offering a food delivery service that lets busy parents plan up to a month's worth of lunches and have them delivered to their child's school every day is a good business opportunity. By using healthy foods such as organic fruits and veggies, hormone and antibiotic free meat, and offers meals that are low in fat, sugar and salt is a good move to start with.

Seeing Green
The other option is a delivery service that's completely green. The health of the planet is really a top priority. The use of pesticides on our products and the use of hormones and antibiotics in meat and poultry are not only detrimental to the health of the planet, it's also detrimental to the people, for those who are consuming it. Try some green recipes to the customers and you will see the impact.

NEGOTIATING SKILLS

2008-01-21T21:47:00.000-08:00

We've all heard that the best negotiations are win-win agreements, in which each side benefits from the outcome.

Unfortunately, however, some negotiations leave us feeling like losers in a lopsided deal. Wouldn't it be nice if you could know the other negotiator's true motives or the intentions behind their words? This is possible, but you'll have to learn to hear by watching, not just listening to the other person.

The subconscious part of your brain controls your body's internal processes including your heartbeat, digestion and breathing. You don't have to think about these functions because your subconscious is like an auto-pilot for your body. This internal regulator can't lie, which is why subconscious gesture responses are more reliable communications than spoken words, which are consciously constructed.

You can use the five indicators below to immediately improve your deal-making ability. They'll enable you to go beyond the words to "read" the other person's inner feelings.

Confidence indication
Good negotiators know that getting the best deal is often simply a matter of knowing what is and what isn't negotiable. One of the best techniques for uncovering the proverbial "line in the sand" is to verbally probe with suggestions for concession, while visually observing for resistance. A person's subconscious indicates confident resistance by displaying a lip protrusion.

When we were kids, if another kid took our truck or doll or if we were made to share when we didn't want to, we would stick out that lower lip and even add an angry arm cross as confident resistance.

We do the same thing as grown-ups, but we indicate our aversion to compromise with a more subtle lip protrusion and/or arm cross when we are presented with a proposition that would cause us to concede beyond our wishes. When you spot this confidence indication during your presentation, consider their resistance level high and their likelihood of making that particular concession low.

Disbelief indication
One of the most valuable skills for a negotiator is to interpret when the other side distrusts the proposal or presenter. This is revealed by an eye rub. Eye rubs occur for many reasons, but during a negotiation they often indicate disbelief or a lack of confidence in the speaker. Good negotiators know that it's meaningless to attempt to close a deal when the other side is not on board, so they watch for eye rubs. The best way to handle an eye rub is to stop when you see one and say something like, "Does that sound fair to you?" or "Would you like to comment on that?" If you just treat all eye rubs like a verbal question, most of the time, you'll preserve the chance for an eventual agreement.

Pause indication
Negotiators, like some salespeople, have a tendency to talk too much. One way to keep this in check is to look for the ear tug gesture. When someone wants to interject a comment or make a suggestion while the other person is talking they'll touch, stroke or lightly tug on their ear to indicate their desire to speak.

Many body language experts think that this behavior evolved from our childhood school days when we would raise our arm to notify the teacher that we wanted to be called on to speak. As grown-ups we're more subtle but just as eager to share our opinion, so the best negotiators have learned that when they see an ear tug, they should shut up and listen.

Desire indication
When we evaluate a proposition, we indicate our contemplation by stroking/rubbing our chin and temple. Once we have determined that we do, in fact, want to take the offer, we stop evaluating and often begin to salivate. Much like Pavlov's dogs, we salivate when we desire something.

Our natural response when a want evolves into a need is to put something into our mouth--a pen, finger, eye glasses or cigar, for example. In the most subtle of examples, a customer might even indicate a desire to accept your proposal by concluding a chin stroke with a licking of the lips or even a simple swallow.

Emotion indication
Great negotiators have learned to watch for micro-expressions. These are very revealing subconscious splashes of emotion. They only last a fraction of a second and usually indicate a person's true emotion about a word, phrase or other communication.

If you're observant, you can notice micro-expressions during a presentation. Let's say, for example, that your presentation includes a flip chart with the heart of the proposal on page four. Don't worry so much about the response to the first three pages, but before you flip to page four, make sure you're watching the face of the decision-maker as you turn the page and announce the key benefit. You might say, "… and we can do all of this for only $560,000." If they immediately look shocked and then return to a normal expression, your price may be too high. If they immediately let a smile "leak" only to be erased by their normal expression, you might be under-priced.

Negotiating skill is a key ingredient in running any business. Your success will depend on your ability to interpret the other person's true interest and objections and successfully persuade them to make the deal.

PROMOTING AFFILIATE PRODUCTS

2008-01-20T07:25:00.000-08:00

Here is a common problem people have when they're first starting out

"I have designed a website for the sole purpose of advertising affiliate products. I have six affiliate products on different pages on the same website that are in the same category like wellness, health and beauty. However my problem is how to write the sales copy or introduction page with the correct wording to attract visitors and buyers."

"Wellness, health and beauty" are huge markets.

After plugging each of those terms into Google, here are the results :

Health: 1.76 billion results
Wellness: 173 million results
Beauty: 1.06 billion results

You'll never achieve success if you set up a general website promoting products that treat a variety of health, wellness and beauty problems. You're going up against far too many competing sites.

And you'll never be able to write the kind of highly targeted sales copy you need to attract qualified visitors to your site. For example, someone who's looking for organic wrinkle cream isn't in the same market as someone looking for a naturopathic treatment for Crohn's disease , and you can't build a website that effectively sells to both of those people.

So if you want a chance at competing in these incredibly large markets, you need to do three things:

Focus, Focus and Focus.

Focus on your individual product pages, not on your main homepage.
Focus on one specific problem that each of those individual products solves.
Focus your pay-per-click and search marketing efforts so that every ad and article you write addresses that one specific problem and takes visitors straight to the landing page for the product that solves that problem.

In other words, you need to divide and conquer. The best way to guarantee your online success is to make sure each of your affiliate product pages appeals to a highly targeted group of people.

The more targeted your affiliate product pages, the more easily you'll be able to :

Speak directly to your target market
Rank in the search engines for your keywords
Dominate a corner of your market and …..
Establish yourself as an expert in your field.

So start off by looking at one product at a time. Look at the different health or beauty problems it claims to solve. Then determine which of these problems a significant number of people are actively trying to solve.

Keep in mind that when people search for solutions online, they enter keywords into the search engines. You can find out exactly what words people are searching with and how often -- using online keyword research tools such as Wordtracker.com and KeywordDiscovery.com.

What problems are people searching for information about? And what specific keyword phrases are they using? Look for problem statement keywords that include query words like "how" or "tips." Keep your eyes open for keyword phrases that are getting a lot of searches, but don't have a lot of strong competition for them.

Follow up on your keyword research by visiting health and beauty-related blogs, forums and groups to see if people are talking about these problems and what they're saying about them. What problems are they having a hard time solving? What do they like about the solutions that are currently available and what do they wish they could find?

Question-and-answer sites like Yahoo! Answers can also provide a goldmine of information. Not only can you find out the specific questions that are being asked, but you can also find out how well those questions are being answered.

Once you have identified a problem that a lot of people are trying to find solutions for, but without any luck, then you'll know the problem that should be the focus of your sales copy and marketing efforts for that particular product.

Once your targeted marketing efforts are generating a steady stream of qualified traffic to that particular product page, it's time to move on to your next affiliate product page and focus it on one specific problem.

I know it's tempting to want to describe your health products as the ultimate cure-all for everything from skin problems to obesity, but people who are searching for skin care products aren't searching for obesity products -- and you simply can't create an effective page that appeals to both.

Once again, online success is all about focus. I can't emphasize this enough. You'll make far more money trying to sell to a small but highly targeted group of people than you can ever possibly hope to make selling to everyone.

SHARING YOUR EXPERTISE

2008-01-18T05:00:00.000-08:00

Share your expertise with the world to raise your profile and your business's brand recognition.

Few things can have greater impact on your personal brand and your organization's brand recognition than developing and sharing your expertise with the world. Whether you call it becoming a thought leader or a public expert, or as marketing guru , you should do it. Trust me that it works.

The formula is to build your expertise and get people to recognize it.

Expose yourself
Talk about your expertise, with everyone you meet. Your clients, colleagues, superiors, everyone, even in social settings.

Prepare a formal one-hour talk with a deck of slides
This forces you to organize your ideas and structure your arguments to make the most profound impact on an audience. When you have it ready, give the talk whenever and wherever you can whether at a lunch meeting in the office, conference breakout sessions, and professional organization meetings.

Write an article
It doesn't have to be on the front page of the Wall Street Journal to be effective. With a little bit of effort and a few phone calls, I guarantee you can find a publication that's eager for your contribution. Write more articles. Yes, this is important enough to have its own step. Turn sharing your knowledge into a habit, and your thought leadership will command much more respect.

Write a book
Everyone, even you, can write a book. In fact, if you've written a series of articles, the book has already written itself. All you'll need to do is add a few anecdotes. If you can get a contract with a major publisher, great. If not, no worries. A good friend of mine, published his first book by simply combining his best articles, and it's been a great calling card for his growing business. As long as it's bound and it doesn't look like it came from a personal printer, you'll be fine.

By following all these steps, I guarantee you'll begin to see your personal and organizational cachet grow in the marketplace. And if you have your book in hand, you'll see the impact of it from the public. Because being a thought leader does take hard work, people have tremendous respect for those who have taken it to the final stage. And they put their money where their mouth is.

Furthermore, according to a recent study conducted by RainToday, 96% of authors report that writing a book produced positive results for their businesses.

E-MAIL MARKETING

2008-01-17T03:25:00.000-08:00

The arrival of a new year can help motivate us to set goals that prompt great results.

While eating healthy and getting more exercise are admirable New Year's resolutions, here are some tips for you to set a goal to reach your personal best as an e-mail marketer in 2008 :

Grow your list at every turn.
Every day there are opportunities to add someone to your e-mail list. Train yourself and those you work with to take advantage of every opportunity to grow your list. If you haven't added a sign-up box to your website, now's the time. If you have a store front, keep your e-mail book on the counter and ask every customer to sign it. Consider setting a goal to grow your list by a certain percentage this year.

Spend more time on e-mails.
If you want your e-mails to be valued by those on your list, put more time into them. Are you giving yourself enough time to think about what you're trying to accomplish? Are you giving your best effort to creating content that is interesting and useful to your list members? Do you have great ideas for e-mail promotions that you haven't put to work yet? Let this year be the year. The little bit of extra time and energy you spend on creating your e-mails can get a big return.

Keep a clean list.
Doesn't it feel great to sleep in clean sheets, eat in a clean kitchen or put on a clean shirt? We love when things are clean, but it takes work to get them that way. It's the same with your e-mail list. It might take some work to get rid of old e-mails and hunt down the issues for those being blocked, but it's worth it. And once you've spent the time to do a deep cleaning, the upkeep is easy. Make it your goal to give a little bit of time to list cleaning each month so you can get that good feeling that comes from having a sparkling list made up of people who want to hear from you.

Test, test, test.
Testing is the best way to determine what you can do to get optimal results from your audience. By testing, you can learn what day and time of day to send, what subject lines get the most opens, and what topics, promotions, offers, and calls-to-action get the best responses. Your open and click-through rates will give you the answers. By testing and using your findings you'll be better equipped to create highly effective e-mails. Make sure to take good notes.

Segment your list.
Dividing your list into categories based on interests, shopping habits, geographical locations or any other criteria you choose is an excellent goal for this year. Targeted marketing can make a huge difference in the responses you get from your e-mails. If you can communicate with your contacts about something that you know is of interest to them, you have a much better chance of getting them to open the e-mail, read it and act on it. The more targeted the message, the better the response.

If you are ambitious of these resolutions works for you. Tap into the potential of e-mail marketing and let this be the year that you reap the best results ever.

Start your e-mail marketing now ! May success be with you …..

ATTRACTING SUCCESS IN THE NEW YEAR

2008-01-14T22:15:00.000-08:00

Entrepreneurs need to be careful and specific in what they wish for.

Hitting a certain revenue goal can be attainable but achieving that milestone with colleagues of questionable ethics isn't worth it. When people around you don't think the rules apply to them, it's time to find a different sandbox to play in.

Great leaders don't create followers, but instead develop other leaders who inspire greatness in those around them. So, remember those who have helped you and added positive momentum in your life.

Here are a few thoughts to help you get 2008 off to a positive start:

Get organized.
The days of wasting time looking for important papers or rummaging through storage are over. Attain the peace of mind that comes with knowing you can find the things you need when you need them and you've taken care of the people you care most about. When things are chaotic at the office or home, it's hard to think clearly and be of much value in either place.

Celebrate success.
It takes a small army to accomplish many worthwhile things in life. Make sure to pause and reflect on how you were able to achieve those goals and thank those along the way who assisted in your success. This year, I had the opportunity to thank someone publicly who was a great role model to me as a teenager. I could only focus on one of the many people who have helped me along the way, but it meant a lot to me for her to realize the positive influence she has had on my life. When celebrities, politicians or CEOs hog the limelight without mentioning others who have contributed to their success, it signals to me they are insecure. Often, the key link is behind the scenes and deserves credit for making things happen.

Keep it simple.
A lot of people and companies talk about clarity, but few do it well. When you've been spending more time and energy managing your high maintenance colleagues than the customers you are serving, it's time to get a new team. These are the ones whose egos need to be constantly stroked and have to dominate every conversation. It's amazing how much more productive and fun the work environment can be when they're gone.

Set clear priorities.
Life and business are about choices. With an abundance of information available today, having unclear priorities can drive you crazy. Set deadlines, make the best decision and move on. Whether you have a day, week or month to complete a project, a time constraint can help you prioritize what factors can influence a decision. Stop stressing about all the things on your to-do list and focus on the ones that really matter. Once you set your goals, you'll find that less really is more--more fulfilling and more rewarding.
Give yourself a gift for your achievement and focus on the essential people in your life who share your values and vision for the future. I believe a lot will be accomplished in the new year by the people achieving their dreams, while the others are fighting over who gets to take credit for all the great acts of kindness being created every day.

You have the power within you to make good things happen. GO FOR IT !!!

GOAL SETTING

2008-01-12T22:50:00.000-08:00

Do you make resolutions at the beginning of every year ?

Resolutions can be powerful tools. In fact, they can help you take your business to the next level. The catch is, once you make a resolution, you have to work to make it come true.

If you want action, you need an action plan. Goal setting is the best way I know to transform lofty resolutions into bottom-line results. Research shows that when entrepreneurs set measurable goals for themselves, they're more like to achieve them.

When you engage in true goal setting, you define your objectives in pragmatic, measurable terms. You also need to identify the resources, time and funds you'll need to invest to attain them. That's how you develop action plans. Once you know where you want to go, the next step is to figure out how you'll get there and how much you're willing to spend on the trip.

When it comes to goal setting, use SMART system, which is simple, down-to-earth and gets the job done. Each goal must be defined so that it meets the following criteria:

S – Specific
M – Measurable
A – Achievable
R – Realistic
T – Timely

Specific, achievable and realistic
Make sure your goals are concrete, concise and attainable. Instead of, "I want to make a lot more money this year," specify "I want to increase my revenues by X percent (a realistic amount) by the end of the year."

Measurable
Frame your goals in such a way so you can measure your progress. For example, plan on measuring monthly or quarterly revenues against last year's figures--something you should be doing anyway.

Timely
Give yourself a reasonable time frame for achieving your goal. Then break it down into smaller, short-term increments. Realistically, you may not achieve that X percent increase early in the year, but you can work toward it. Divide your goal percent increase into monthly or quarterly increments that allows you to build on your momentum. This produces measurable, attainable and short-term goals to pursue.

Record your goals and action plans on paper. Whether you write them down or type them, the very act of recording them will help you flesh out your ideas. Once your plans are complete, you'll have a detailed roadmap with directions to follow.

Review your goals and plans regularly. Make a monthly appointment with yourself if that's what it takes. This will help keep you on track as time unfolds.

Also, beware of "BHAGs"--big, hairy, audacious goals. Super-ambitious goals are great when it comes to long-range planning and decision making, but they don't lend themselves to goal setting. Focus on attainable goals that you can realistically reach within the year.

It's easy to make resolutions, but it's hard to make them come true. No wonder some entrepreneurs make the same resolutions every year, without ever achieving them. Don't let yourself fall into that group. This year, resolve to set SMART goals and action plans.

BUYING A FRANCHISE

2008-01-10T05:24:00.001-08:00

It's the time of year for setting goals for 2008 and preparing to start the new year with a big jumpstart of activity toward accomplishing these goals.

For many people, these goals include the desire to start their own business and become the master of their destiny, and franchising can fit very well into that picture.

Here are some tips for you to select a franchise opportunity if you want to own your own business.

Track Record of Success
Any good franchise company has developed a method of doing business that works well and produces successful results. Even better, they're required to provide you with a great deal of information in their required disclosures so you can investigate and verify the results with existing franchisees prior to making your final decision.

Strong Brand
One of the biggest advantages of franchising is that the company is building a brand on a regional or national basis that should have value in the eyes of customers you're trying to attract.

Training Programs
A good franchise company has training programs designed to bring you up to speed on the most successful methods to run the business. They should also have reference materials to assist you in dealing with whatever comes up while you're running your business.

Ongoing Operational Support
Franchise companies have staff dedicated to providing ongoing assistance to franchisees. You're not alone when you're building and running your business, and you can always call on experienced people when you hit a rough spot or want to share new ideas for growing the business.

Marketing Assistance
The franchise company has marketing assistance to provide you with proven tools and strategies for attracting and retaining customers. Usually, the staff helps you develop the actual marketing plans and budgets for your grand opening as well as your ongoing efforts to market your business effectively.

Real Estate Assistance
Most franchises have manuals and other documentation, as well as staff, to help you find the right site and negotiate the best possible deal on your site. This is a very important advantage that can hold costs down and provide the best possible chance of success in any site-driven business.

Construction Assistance
Franchise companies can also provide a wonderful benefit in helping you design the layout of the business and select the right contractors to do your build out, as well as making sure you get the exact mix of furniture and equipment you need to maximize the efficiency of your initial investment.

Purchasing Power
A good franchise can take advantage of the buying power of the entire system to negotiate prices for everything you need at significantly lower levels than you could achieve as an independent operator. This applies not only to initial furniture and equipment purchases, but also to the supplies, inventory, uniforms and everything else you'll need on an ongoing basis.

Risk Avoidance
This one is the most important of all. The biggest reason to buy a franchise is that, if you're smart, it will help you avoid much of the risk of starting a new business. Make no mistake--you have to do your due diligence, but if you do, you can determine with a fair amount of certainty what happen if you become a new franchisee.

As you look at this list, it not only shows a number of reasons to think about getting a franchise--it also shows you just some of the major challenges you'll face if you have to create all these things yourself in an independent business. You do have to pay fees in a franchise that you could avoid in an independent business, but it's kind of like the guy in the Fram Oil Filter commercials who says, "You can pay me now or you can pay me later." You can pay the franchisor the fees, or you can pay for many expensive mistakes by not learning the lessons of others that have gone before you. Using a franchise to meet your goal of starting a new business is a wonderful approach for most people, for all these reasons and many more.

p/s : For my friend Mr Jesmin Hamid , I wish you sucess with your new franchise business - BBQ Chicken

VIRAL MARKETING

2008-01-09T05:19:00.000-08:00

For very little money or effort, even the smallest online businesses can use viral marketing techniques -- the same techniques that helped make Amazon.com one of the largest online shopping destinations.

Amazon encouraged its customers to send books as gifts to their friends. The friends received an Amazon flier along with the book; it encouraged them to shop at the site, which helped drive new customers. Amazon also pioneered the affiliate program model, paying businesses commissions when Amazon banners, buttons, and links placed on their sites resulted in sales.

WHY VIRAL ?

Viral marketing is "network enhanced" word-of-mouth -- any marketing in which the customer becomes an advocate for the product or service by recommending or sending it to friends. It proliferates like a virus, often by e-mail.

WHAT ARE THE ELEMENTS OF A SUCCESSFUL VIRAL CAMPAIGN ?

It spreads itself -- you only put out a small initial effort. Attach your marketing message to a product or a service, and if customers like your product, they pass it -- and your message -- on. Viral marketing depends on customers' good experiences. If a company doesn't satisfy customers, they won't recommend its product.

It sells through existing communication networks. This can take the form of articles or press releases to get your message displayed on others' Web pages or e-zines. Or you can place your message into existing relationships between people.

Blue Mountain Arts employs these relationship networks by providing electronic greeting cards people can e-mail to friends and family. Recipients are invited to visit the site to send their own cards.

Viral tactics provide for effortless transfer among customers. A short marketing message attached to a free product or service works best. E-mail, graphics, and software downloads are ideal carriers. Hotmail struck gold with this strategy, including a brief note in every e-mail message: "Get your private, free e-mail at http://www.hotmail.com."

NEW YEAR'S PLANS FOR EVERYONE

2008-01-06T08:42:00.000-08:00

Welcome 2008. So what is your plan for 2008 ? It's time to think about our plans for the next 12 months.

Maybe some of this tips could give you ideas :

Be funnier
Life is more enjoyable when you can make others laugh. So why not try to make everybody laugh more in 2008.

Treat your staff well
You can't do it with your food, but no one says you can't have fun at work. Plan some outings -- during company time - when you and your team go play. Bring some ice cream to the office on a hot summer day and take a short break with the staff. Plan a surprise management meeting for you and your key employees, offsite at a great resort. Invite their spouses if you're feeling really generous. Have fun with them and they'll return the favor.

Find a brand new source of profit
Even if it's small, anytime you can add to your bottom line, you're better off. It may be adding some new products, it may be just adding Google Ads or some affiliate links on your website. Or it could be that you hire staff in a new department and develop a new service line. Whatever your plan, grow your business.

Write a book
This could be a motivation for you and a method of impression of your success. You could start writing a story about yourself and your involvement in business or about anything that create a positive impact to your society and your business.

Give back
Nothing is more fulfilling than giving back. You can do it through your company or on your own, but give time, money and ideas to others and you'll find huge rewards. If you can get your staff involved, you'll find new ways to make a big difference. Consider donating one work day of you and your staff's time to Habitat for Humanity or another worthy organization where you can do some fun manual labor.

Delegate, don't abdicate
Spend this year giving jobs to others, but know that you'll always have to be responsible for their work. If you hire well and manage carefully, you can keep your hands in the business but have time for different pursuits.

Have a wonderful New Year Ahead ……. May God Bless You

CASH FLOW RULES

2008-01-04T08:01:00.001-08:00

CASH FLOW problems can kill businesses that might otherwise survive. According to a U.S. Bank study, 82 percent of business failures are due to poor cash management. To prevent this from happening to your business, here are some tips ….

Profits aren't cash , they're accounting
And accounting is a lot more creative than you think. You can't pay bills with profits. Actually profits can lull you to sleep. If you pay your bills and your customers don't, it's suddenly business hell. You can make profits without making any money.

Cash flow isn't intuitive
Don't try to do it in your head. Making the sales doesn't necessarily mean you have the money. Incurring the expense doesn't necessarily mean you paid for it already. Inventory is usually bought and paid for and then stored until it becomes cost of sales.

Growth sucks up cash
It's paradoxical. The best of times can be hiding the worst of times. One of the toughest years my company had was when we doubled sales and almost went broke. We were building things two months in advance and getting the money from sales six months late. Add growth to that and it can be like a Trojan horse, hiding a problem inside a solution. Yes, of course you want to grow; we all want to grow our businesses. But be careful because growth costs cash. It's a matter of working capital. The faster you grow, the more financing you need.

Business-to-business sales suck up your cash.
The simple view is that sales mean money, but when you're a business selling to another business, it's rarely that simple. You deliver the goods or services along with an invoice, and they pay the invoice later. Usually that's months later. And businesses are good customers, so you can't just throw them into collections because then they'll never buy from you again. So you wait. When you sell something to a distributor that sells it to a retailer, you typically get the money four or five months later if you're lucky.

Inventory sucks up cash.
You have to buy your product or build it before you can sell it. Even if you put the product on your shelves and wait to sell it, your suppliers expect to get paid. Here's a simple rule of thumb: Every dollar you have in inventory is a dollar you don't have in cash.

Working capital is your best survival skill.
Technically, working capital is an accounting term for what's left over when you subtract current liabilities from current assets. Practically, it's money in the bank that you use to pay your running costs and expenses and buy inventory while waiting to get paid by your business customers.

Receivables
The money your customers owe you is called "accounts receivable." Here's a shortcut to cash planning: Every dollar in accounts receivable is a dollar less cash.

Bankers hate surprises.
Plan ahead. You get no extra points for spontaneity when dealing with banks. If you see a growth spurt coming, a new product opportunity or a problem with customers paying, the sooner you get to the bank armed with charts and a realistic plan, the better off you'll be.

Watch these three vital metrics:
"Collection days" is a measure of how long you wait to get paid.
"Inventory turnover" is a measure of how long your inventory sits on your working capital and clogs your cash flow.
"Payment days" is how long you wait to pay your vendors.
Always monitor these three vital signs of cash flow. Project them 12 months ahead and compare your plan to what actually happens.

Sales collection
If all your customers pay you immediately when they buy from you, and you don't buy things before you sell them, then relax. But if you sell to businesses, keep in mind that they usually don't pay immediately.

ERTI KEGAGALAN

2008-01-03T06:16:00.000-08:00

Tahukah anda, kegagalan sebenarnya adalah sebahagian dari tanda-tanda menuju kearah kejayaan. Adakah anda masih ingat ? Semasa anda kecil dulu. Bagaimana anda mula belajar berjalan. Mula-mula anda jatuh dan gagal. Namun dengan azam dan semangat anda terus mencuba. Hari demi hari. Akhirnya anda berjaya. Begitu juga semasa anda mula belajar menunggang basikal. Pada mulanya anda gagal. Namun dengan tekad dan azam akhirnya anda juga telah berjaya.

Nah, lihatlah dua contoh tersebut. Bukankah pada mulanya anda gagal ?

Kegagalan jarang sekali ditekankan dalam motivasi, walhal, terdapat lebih ramai mereka yang gagal berbanding dengan mereka yang berjaya!

Namun begitu, tahukah anda, 98% daripada “self-made millionaires” hari ini pernah gagal?

Ya! Kegagalan adalah sebahagian daripada kejayaan.

Punca utama seseorang tidak mencapai kejayaan adalah kerana …. Mereka sebenarnya ..
TAKUT KEPADA KEGAGALAN.

Fahami betul-betul ayat di atas. "Takut kepada kegagalan" adalah sebab utama seseorang tidak mencapai kejayaan. Bukannya "Gagal adalah punca utama tidak mencapai kejayaan"

Apabila anda takut kepada kegagalan, anda akan menghalang diri anda mengambil langkah pertama. Langkah pertama adalah merupakan perkara paling utama dalam mencapai apa-apa kejayaan. Sekiranya anda berada dalam keadaan "Takut kepada kegagalan" , ketahuilah bahawa itu adalah benteng dan halangan utama bagi anda untuk mencapai kejayaan.

Bagaimana hendak melepasi benteng tersebut?

Ikut kata-kata NIKE ……. just do it!
Kalau nak DUIT, anda perlu DO-IT!

Terlalu banyak kisah-kisah kegagalan mereka yang berjaya boleh dikongsikan bersama.

Diantaranya :

BABE RUTH
Adalah seorang pemain baseball di Amerika Syarikat pada tahun 70-an. Beliau ketika itu merupakan pemain yang paling banyak sekali membuat home-run (larian dengan markah tertinggi di dalam baseball) ketika itu. Tiada siapa boleh menandingi rekod Babe Ruth yang membuat home-run. Namun begitu, Babe Ruth juga merupakan pemain base-ball yang paling banyak sekali struck-out (terpaksa keluar oleh kerana pukulan tidak mengena bola!)- lebih daripada 1,300 kali!

Setiap kali Babe Ruth tidak mengena bola, beliau akan senyum sahaja. Apabila ditanya wartawan sukan kepada Babe Ruth, mengapa beliau senyum setiap kali tidak mengena bola, jawabnya "Setiap kali hayunan saya gagal mengena bola, ia bermakna makin hampir hayunan saya akan mengena bola dan akan mendapat home-run untuk pasukan saya tidak lama lagi!"

Pemikiran Babe Ruth adalah, lagi banyak kali beliau mencuba walaupun gagal, lagi hampir dirinya akan mencapai kejayaan dalam mendapatkan home-run! Fikiran beginilah yang perlu ada oleh semua dalam mencapai kejayaan. Kegagalan bukan bererti anda yang gagal secara peribadi, tetapi, ia bermaksud makin hampir anda akan mencapai kejayaan.

Genius Albert Einstein
Hanya boleh bercakap apabila umurnya 4 tahun!

Saintis Isaac Newton
Sering gagal ketika sekolah dan diberi gelaran oleh guru-guru sebagai murid yang "tiada harapan"!

F.W Woolworth
Ketika berumur 21 tahun bekerja dikedai runcit sering dimarahi oleh pemilik kedai sebagai "seorang yang tidak pandai menjual!". Kini, Woolworth adalah antara rangkaian pasaraya terbesar di United Kingdom!

Pengasas Disneyland, Mr Walt Disney
Ketika bekerja di syarikat akhbar pernah dimarahi oleh editornya oleh kerana "Tidak mempunyai imaginasi dan tidak pernah mempunyai idea yang bernas"!

Michael Jordan
Pemain basketball terulung pernah dikeluarkan dari pasukan basketball ketika di sekolah menengah!

Thomas Edison
Pencipta lampu mentol pula ketika sekolah sering dimarahi oleh gurunya dengan "Seorang murid yang terlalu bodoh untuk pelajari apa sahaja"! Tahukah anda Thomas Edison juga gagal dalam lebih 1,000 eksperimen dalam mencipta lampu mentol sebelum menjumpa formula sebenar cara menyalakan lampu mentol!

Adakah ikon-ikon di atas pernah mengalah dan berhenti daripada melakukan apa yang mereka percaya? Sudah tentunya tidak !!!

Kegagalan adalah sesuatu yang pasti dilalui oleh setiap insan dalam mencapai kejayaan. Apa yang membezakan mereka yang berjaya kini dan mereka yang tidak adalah, mereka yang berjaya melihat kegagalan sebagai peluang untuk belajar supaya kegagalan tersebut tidak diulangi.

APABILA JATUH , MEREKA AKAN BANGUN SEMULA !!!

............. uSaHa tANggA KejaYAAN ............

HOT BUSINESS LIST FOR 2008

2008-01-02T02:49:00.000-08:00

FOOD & BEVERAGES

As consumers nationwide toast the moment, their glasses reveal the cravings of today--premium spirits. "Over the past 15 years, there has been a trend toward people drinking less but drinking better," says David Ozgo, chief economist at the Distilled Spirits Council of the United States. He points out that the super-premium segment has enjoyed double-digit growth over the past four or five years.

In this industry, life is good, but barriers to entry can be quite sobering. Production costs are high, distribution regulations are difficult, and shelf space is a hot commodity. But you can measure up by standing out.

Matti Anttila's refined drinking habits and frequent visits to Rio de Janeiro clued him in to his niche. The former investment banker noticed the lack of a super-premium brand of cachaça, a Brazilian spirit, and resolved matters by launching Cabana Cachaça in New York City in 2006. From production to design, Anttila, 28, focused on creating a premium spirit that evokes an emotional connection with Brazil. By hand-selecting cocktail-forward, A-list restaurants and lounges as his primary accounts, Anttila has introduced his brand to 10 U.S. states, as well as London, and has good reason to celebrate with 2007 projected sales of $2 million. Says Anttila, "I'm creating a brand, but I'm also helping create a category, and that has really increased the overall upside of the venture."

Wine
Whether sealed with a cork or a screw cap, consumers can't get the tops off of wine bottles fast enough. Continuing its popularity, wine has gone mainstream and is being sipped, savored and outright guzzled at such a rate that by 2010, the U.S. could actually uproot France from its perennial seat as the world's largest wine consumer, according to the Wine Market Council.

The explosion of the culinary category and the employment of more effective marketing strategies have made the market fruitful and the opportunities ripe, says wine consultant Michael Green. And the rise in direct-to-consumer wine sales and online sales is also creating buzz. According to Deborah Brenner, author of Women of the Vine, "There are many opportunities for entrepreneurs to get involved by providing necessary tools for wineries, such as shipping and fulfillment centers, software tools, e-commerce tools, etc."

Cameron Hughes founded San Francisco-based wine-trading company, Cameron Hughes Wine, in 2001. By buying small lots of wine in bulk from high-end producers, eliminating middlemen, cutting his own costs (he doesn't own a single tank or barrel) and selling to Costco Wholesale Corp., Hughes, 36, has been able to stake his spot in the flourishing $10 to $15 bottle category and will grow sales to a projected $20 million by June 2008.

Beer
Ask industry experts what's brewing and you'll get a stout response: craft beer. The volume of craft beer sold in the first half of 2007 rose 11 percent compared to the same period in 2006, and dollar growth increased 14 percent, according to the Brewers Association. "People like the taste of hand-crafted beers that deliver unexpected flavors," says Keith Villa, a brewmaster at Coors. Beer writer Stephen Beaumont credits the growth of craft beer to the trading-up phenomenon that is raising the bar across all industries.

Do the prospects have you giddy? If so, don't discount women and do tap into underserved markets. Beaumont believes the image-friendly premium beer segment--seen as more tasteful than the frat-friendly nonpremium market--will draw a wide consumer base, and that in the U.S., markets in the South are "poised to turn the corner." Craft beer has surpassed 5 percent of overall beer sales, according to the Brewers Association. Justin Fisch, marketing director for United States Beverage, a beer and spirits sales and marketing company, predicts that number will grow to 15 percent to 20 percent within the next 10 years.

Enhanced Beverages
Food may nourish, but in today's world, beverages are the real cure-all. According to Judy Ramberg, vice president and consumer strategist of food and beverage for the trend research firm Iconoculture, consumers, especially Millennials--individuals under age 30--are looking to beverages to cure everything from fatigue to hangovers.

It's an easy-to-swallow trend, especially for entrepreneurs like Cheryl and Steve Schneider, 29 and 46, respectively, who have satisfied their quest for success with the 2006 launch of their flagship product, Malava Relax. Instead of packing in antioxidants, nutritional fortifications and vitamins to increase energy, the husband-and-wife team behind Malava Beverages in Newport Beach, California, pack in kava and let the Polynesian plant that's known for its calming qualities work its magic. "We're the only one with a true relaxation drink," says Steve, who is bottling up profits with sales expected to grow from $4 million this year to $46 million next year.

Be aware of an increasingly savvy, label-reading consumer and steer clear of caffeine, as consumers are craving sustainable energy, cautions Ramberg. Look to the East for inspiration. As Donald Wilkes, CEO of Blue Pacific Flavors and Fragrances Inc., a food and beverage technology and flavor innovator, says, "We see a lot of flavor trends originate in the Asian market and then migrate to U.S. consumers."

Special Needs Food
Think simply having organic, fair trade or nutritionally enhanced menu items means you're ahead of the game? Think again. There's a growing category of special needs food that means adding terms like gluten-free, low-glycemic and allergen-free to your vocabulary--and your offerings. Anheuser-Busch has even contributed to the movement with Redbridge, a gluten-free beer.

The Food Products Association reports that about 6 million to 7 million Americans have a food allergy, and market research firm Packaged Facts estimates that low-glycemic food sales will grow at a compound annual growth rate of more than 45 percent from 2007 to 2011, at which point sales are projected to reach a whopping $1.8 billion. "The people who are paying attention to [the organic movement] will look more deeply into what it is they're eating, and they'll probably find that they're allergic to stuff that they didn't know about," says Stephen F. Hall, a specialty food business development consultant.

The dietary needs may be different, but the sweet tooth is the same. According to Anne Muñoz-Furlong, CEO of The Food Allergy & Anaphylaxis Network, "Combinations of allergen-free foods such as milk-, egg- and wheat-free baked goods will be a natural growth area because Americans love desserts."

Gastropubs
Already hot in London and making their way to U.S. cities, gastropubs might be the next trend to come down the pipeline. The term "gastropub" is open to interpretation, but the short version is an English-style pub that serves high-quality cuisine. Tanya Steel, editor-in-chief of food-focused website Epicurious.com, says, "Comfortable, local places with great food, drinks and atmosphere are here to stay and will only get bigger."

United Kingdom native Jayne Battle, 33; her father, Frank Battle, 65; and her fiancé, Jon Erickson, 36 brought the concept to San Diego this past February with Jayne's Gastropub. "Only a handfulhave attempted this concept in the U.S., and most of them are booming," says Jayne, who projects year-end sales of $750,000.

Want in? "Take over an old bar; keep it the same but with a better chef," advises Ken D. Friedman, co-owner of the first gastro-pub in the U.S., The Spotted Pig, which opened in New York City in 2004.

Upscale Frozen Desserts
Consumers are taking a liking as they take a licking of upscale frozen desserts. Ice cream, gelato, frozen yogurt and even shaved ice concoctions are keeping customers cool as the industry heats up.

The International Dairy Foods Association reports that Americans consume about $21 billion in frozen desserts per year.

Frozen yogurt is so hot right now that battles are being waged between today's newest competitors--Juicy Green, Pinkberry and Red Mango--but whether there will be a meltdown in the craze is yet to be seen. Meanwhile, ice cream is growing up with spiked ingredients and flavor fusions. And gelato appeals to all with its air of sophistication.

In 2000, husband-and-wife team Ugo and Cristiana Ginatta, 64 and 37, respectively, decided to bring a little flavor from their native country of Italy to Dallas by opening Paciugo Gelato. They combined the Italian technique and recipes with local specialties to create more than 200 flavors, including Mediterranean Sea Salt Caramel and Black Pepper Olive Oil. "Pretty much everybody likes the idea of trying [something new,] and that's a big change," says Cristiana. "Mentally, people are adventurous." The Ginattas, who started franchising in 2004, expect to open 27 franchise locations and surpass $5 million in systemwide sales by year's end.

Food Trends

Dig in to these sizzling food concepts and you're sure to taste success.

Superfruits: Pomegranates, blueberries and now açaí mean superfruits are on the rise. "A super-fruit contains something from the earth, so it has a natural quality and an enormous amount of antioxidants and health benefits," says Judy Ramberg of Iconoculture, a consumer trend researcher. So what's on the vine for 2008? Aside from Amazonian energy booster borojo, John Davey of CherryPharm points to cherries, while Ramberg bets on sea buckthorn and mango-steen. Broaden your thoughts to skin care, candles and fragrances for budding opportunities.

Selling food online: Forrester Research estimates that U.S. online food and beverage sales will reach $7.2 billion in 2007, up from $6.2 billion in 2006. According to Patrick McKenna, CEO of marketing and e-commerce management firm DMI Partners Inc., "Purveyors of specialty food categories can especially take advantage of this opportunity to provide customers with products they may not be able to find where they are located."

Comfort food/one-item restaurants: Simple is sometimes better. Numerous one-item restaurants are pulling customers in by specializing in food that's comforting to adults and adored by kids. Cereal and sandwiches (like grilled cheese and peanut butter and jelly) are old-time favorites that have endured the test of time and become the foundation of some of today's fast-growing restaurant concepts. In August, Miami-based cereal franchise The Cereal Bowl announced a nationwide rollout of 16 stores under development and plans to launch a kiosk design for airports, malls and college campuses in 2008.

New on the Menu

Got a restaurant? Take advantage of these trends.

Convenience/packaging: Today's consumers are a hard bunch to please--they have diets, allergies and fickle taste buds--and on top of that, they want their meals conveniently packaged for portability. A tall order, but you'd better deliver to preserve your bottom line. "We'll continue to see improvements in both ordering, delivering and traveling with food," says Annika Stensson of the National Restaurant Association, who also predicts food packaging will become more sophisticated and environmentally friendly.

Culinary tourism: A new type of traveler is hitting the road. Called "culinary tourists," these on-the-go consumers make food a deciding factor in their pick of travel destinations. Hudson Riehle, senior vice president of research at the National Restaurant Association, says, "Well over 3 out of 5 travelers agree that they like to try new and different restaurants when they travel to experience local cuisine." So hype up the regional flavors and make your restaurant the talk of the town.

Local food: Looking for an effective marketing tool? It might be right under your nose. Tainted products hailing from China recently have made consumers especially conscious of foods' origin. And the "locavore" movement is gaining momentum in its effort to shift market share back to locally owned businesses. "Interest in local and regional food has been exploding," says Brian Halweil, editor of Edible East End. "The interest has moved beyond the culinary fringe. It's no longer a fad. It's a trend with staying power."

Portion sizes/small bites: Supersize your sales by downsizing your portions. Major chains are betting big-time that less is really more: T.G.I. Friday's recently launched a "Right Portion, Right Price" menu, and The Cheesecake Factory is offering smaller alternatives to its trademark large dishes. Meanwhile, a National Restaurant Association survey of more than 1,000 chefs found that one sweet trend hitting menus today is bite-size desserts. Stensson predicts: "We'll see more and more mini versions of other menu items next year."

High-tech ordering: Customer-activated ordering and payment terminals are the wave of the future: According to the 2007 Restaurant Industry Forecast published by the National Restaurant Association, 46 percent of Americans say they would likely use such devices if made available to them, with 71 percent of 18- to 24-year-olds indicating they would. Good service is being redefined. Do you measure up?

BIOTECH AND HEALTH TECH

We're way beyond Band-Aids; today's health care has gone high-tech. Dan Skovronsky, 34, is realizing big things with his molecular imaging company, Avid Radiopharmaceuticals, in Philadelphia. Having just closed a $26 million round of funding this year, Avid is proof of the growing success of biotech and health-tech companies. "[The industry] is being driven by aging baby boomers and the cost of health care," Skovronsky says. "There's pressure to do things a little smarter. We're starting to shift more toward early screening, early diagnosis and monitoring."

Dr. Gary J. Kurtzman, vice president of the life sciences group at Safeguard Scientifics, a technology and life sciences holding company, sees health-tech entrepreneurs coming from various backgrounds: Some are doctors, some are academic researchers and some are serial entrepreneurs in the medical device field. "This is not an area for someone who wants to play it safe," says Kurtzman. "People have to be very realistic about how long this takes--and [know] it takes a lot of money." Prospective entrepreneurs should surround themselves with a strong team and be prepared to tackle financing hurdles. Says Kurtzman, "It's the relationship between the people, the ideas and the capital; put the right mix of those together, and you have a formula for success." --A.C.K.

Health-Care Staffing
You can't stop Father Time. Along with a growing aging population, we're seeing an increasing amount of ailments. With all those extra health issues, we need as many medical professionals as we can get. But 2006 projections from the Bureau of Labor Statistics showed an expected shortfall of more than 1 million nurses by 2020. That's a clear call for staffing professionals to step into the health-care realm and help companies deal with the shortage. Lisa Dearborn, vice president of health-care services with staffing firm Response Companies, also sees a growing demand in pharmacy staffing and preventive health care and disease management.

For entrepreneurs thinking about entering the field, it helps to have more than just recruiting and staffing experience; you need to have your finger on the pulse of the medical community. "At the end of the day, you have to have a genuine interest in your candidates' lives. You have to understand where they're coming from, and you have to be able to relate to them," says Dearborn. That means hiring recruiters with medical backgrounds who can communicate effectively with potential candidates and clients. Looking ahead, it's a healthy prognosis for health-care staffing.

Senior Services
The population is aging--by 2030, the number of adults age 65 and older will double to 70 million. No one is feeling the crunch more than baby boomers, who now find themselves in the "sandwich generation"--caring for both their children and their aging parents. An estimated 44 million Americans provide care for elderly family or friends. "Any businesses that can address this dilemma in terms of health care, stress management, financial planning and problem-solving for elderly parents--that is a huge area of concern right now," says Cathy Hamilton, founder and managing editor of BoomerGirl.com, a media company that provides news, information and community advice to baby boomer women.

Helping both the sandwich generation and seniors is Pamela J. Braun, a licensed clinical social worker who founded Geriatric Assessment, Management & Solutions LLC in Sun City, Arizona. She provides assessment and evaluation, medical appointment coordination and medical/legal power of attorney services. With annual sales between $300,000 and $400,000, Braun, 43, says, "The biggest reward is being an advocate and knowing you're making a difference in the quality of these people's lives."

Senior Products
As Americans age, they become more concerned about brain health. Five million Americans already suffer from Alzheimer's disease, and that number is expected to rise to 16 million by 2050, according to data from The Alzheimer's Foundation of America. Naturally, products that help seniors keep their mental edge are growing in popularity.

Dan Michel founded Dakim Inc. in 2001 to provide such a product and came up with the mPower Cognitive Fitness System. He got the idea after designing games for his father, who was suffering from Alzheimer's. "The more I engaged him in things that turned out to be cognitively stimulating, the more ‘with it' he was," recalls Michel. The staff at the senior living community loved the games, too--and asked Michel to create a product for use with other residents. The resulting touchscreen system lets seniors play games, puzzles and other challenging and fun cognitive activities. The response from senior centers has pushed sales into the seven figures and inspired this Santa Monica, California, entrepreneur to create an at-home version, set to launch next year.

To enter this market, start by approaching caregivers, says Jacqueline Marcell, an elder-care and Alzheimer's expert and author of Elder Rage. "There's a growing need for products and services that fit the marketplace," she says. Check out what's already available and think about what would make life easier for both patients with dementia symptoms and their caregivers.

In-Home Nonmedical Care
According to AARP, 90 percent of seniors want to stay in their homes as they age--and in-home nonmedical care companies provide services to help them do just that. David Goodman, CEO of Companion Connections Senior Care, an in-home nonmedical care company, says entrepreneurs should focus on behavioral tests for caregiving employees to ensure better placements. To be successful, says Goodman, "You have to have an absolute love for seniors and helping people. You have to really feel compassion."

Gyms Targeting Seniors
According to the International Health, Racquet & Sportsclub Association, the number of health club members over age 55 increased 314 percent from 1990 to 2005. "Fitness is a 30-year age offset," says Dr. Walter Bortz, chair of the Lifelong Fitness Alliance. "A fit 70-year-old person is [like] an unfit 40-year-old person." Dr. Bortz says that entrepreneurs need to educate seniors on the myriad benefits of fitness and the longevity and health protection it provides. A key talking point for seniors: It's never too late to start. Also check out the American Senior Fitness Association for info on the industry.

AREAS TO WATCH IN THE FUTURE

Boomers heading for the city: If you're seeking an affluent, concentrated market, get ready to embrace the growing number of city slickers. According to Property & Portfolio Research Inc. and Reed Construction Data, urban high-rises and condos are sprouting up all over--this year, there were 18,586 new condos in Miami alone and 10,875 in San Diego--combining luxurious amenities with the convenience of downtown living. Career-minded boomers looking to downsize their living spaces are a natural fit. "The rising cost of fuel, length of commutes and desire to live more efficiently are driving baby boomers to urban centers," says Richard Swerdlow, CEO of Condo.com. So entrepreneurs looking to capitalize on the population shift should focus on marketing their wares and services to successful city dwellers.

Boomer staffing: As the oldest of the 77 million U.S. boomers begin retiring, their open positions will offer younger boomers new opportunities. Smart executive recruiting firms will target these seasoned workers. Allen Gutterman, founder and president of professional-level staffing firm Response Companies, expects this playing field to ripen in a few years. But Stephanie Klein, 39, has pioneered this arena. Her Denver-based staffing firm, The Boomer Group, has placed more than 1,500 boomers in positions since 2004.

Mobile content: Everything from web browsers to digital music libraries are squeezing down to cell phone size. All that content doesn't just automatically appear--someone has to provide it in a form that fits the particular demands of the phone or PDA. Mobile content is a tricky business to dive into. Ring tones are passé and gaming has been slow to catch on, but messaging and video services are ready for growth. Market intelligence firm iSuppli sees the premium mobile content market hitting more than $44 billion in 2011, largely on the strength of video. That means it's a good time for entrepreneurs to crank up their market savvy and get involved in mobile content.

KIDS

Kids and Teens
Regardless of where their money comes from, some of the country's biggest spenders are barely out of grammar school. Tweens (ages 8 to 14) have a combined annual purchasing power of more than $40 billion, according to market research firm Packaged Facts. And spending by and for their teenage siblings (up to age 17) is expected to reach nearly $209 billion by 2011.

Today's kids have grown up in a booming marketplace of technology, entertainment and stimulation, says Ronald Hill, marketing professor at Villanova University, "so they're easily bored and seek multiple forms of external excitement." He and other experts see them filling that need with cell phones, computers, music, movies, dining out, designer-label clothing and accessories. And anything online (think Webkinz), with a name brand (Olsen twins, anyone?) or an association with teeny-bopper celebs (a la High School Musical) has an edge with these increasingly pop culture-savvy kids.

College Planning Consultants
When we say college students are hot, we don't mean the girls of Delta Gamma or the guys of Sigma Alpha Epsilon. We mean that the more than 17 million students who apply to college every year are a hot market for entrepreneurs.

Thanks to the complex application process, more students applying to multiple schools, skyrocketing tuition fees and parents in desperate need of information, there aren't enough high school counselors to keep up--the National Association for College Admission Counseling reports a 315 to 1 student to counselor ratio. "Given the challenges families face, there's tremendous growth potential for advising college-bound students," says Monisha Perkash, 33, co-founder with Paul Wrubel of San Mateo, California, TuitionCoach.com, which provides college-planning consulting services.

That demand has prompted an entire industry of college-planning consultants, specialized tutors, application experts, financial planners, publications and networking sites "all geared toward helping incoming students find the college of their choice and succeed once there," says Justin Baer, creator of college-prep DVD Cracking College. He points out that today's parents are willing to pay top dollar to help their children succeed.

Although Perkash agrees--families spend $5 billion annually researching and applying to colleges--she sees affordable college admissions and funding advice as an untapped area. Sites like hers--which expects six-figure sales this year--can tap that market at no cost to the customer. Now if only college were free.

High School Athletes
Aside from touchdowns, home runs and photo finishes, a lot is happening in high school sports. With more than 7 million participants, high school athletics is a hot market that's scoring big for entrepreneurs.

"The demographic is compelling: young, influential and impressionable with big spending power and developing brand loyalties," says Jim Kaufman, CEO of Rise, a national teen sports magazine. The market has seen lots of recent activity: a growing number of participants, including female athletes; a move toward mainstream media, with the likes of ESPN, MTV and NBC featuring high school sports programming; the emergence of more national events like all-star games and camps; the increase in networking with sites like Sportsvite.com and Takkle.com; and the recognition of a wider variety of sports, including lacrosse, running and soccer.

All this serves up opportunity in everything high school sports-related, including injury management, transportation services, apparel, sport- and gender-specific products, recruiting, networking and more. So whatever area you specialize in, you're bound to make the team.

Tech Training & Enrichment Courses
In today's digital age, it's not uncommon to see a second grade class glued to computer screens or little Johnny toting a laptop. As kids become more tech savvy at shockingly young ages, educators continue looking for standard yet individualized ways to implement new technology, and parents are looking toward advanced tutoring and supplemental education--a market projected to hit $28 billion by the 2008 school year.

George Cigale, founder and CEO of $10 million Tutor.com in New York City, points to specific opportunities in online and on-demand tutoring, as well as educational games and software. Says Cigale, 39, "If an entrepreneur can create educational [content] that connects kids, challenges them and makes learning fun, they'll have parents and principals lining up."

Green Apparel
Whether it's fashion-forward, eco-chic or conscious clothing, one thing is certain: Green apparel is hot. Bo Breda, academic director for fashion design at The Art Institute of California, San Francisco, agrees: "Green clothing will be more and more a part of ordinary life choices for everyone. Each process, each material used is being looked at with new eyes."

Organic cotton debuted first--and remains the biggest seller. Organic Exchange expects the organic cotton industry to hit sales of $2.6 billion in 2008. A 2006 Organic Trade Association survey pointed out that "organic nonfoods are still emerging as a category"--which means lots of fresh opportunity. "Developments in fiber science have been explosive lately," adds Breda, so clothing designers are increasingly looking to other natural fibers like bamboo, soy and corn. While fabrics become more accessible, brands are becoming more aware of their environmental impact. Big names like H&M, Nike and Target now carry green apparel lines, but there's still room for entrepreneurs, too.

One entrepreneur reaping the green harvest is Callie Smith, 26, who launched Envi, a Boston boutique that carries only green apparel and accessories, in 2006. Though starting Envi required more research than a conventional boutique and meant limited green designers and apparel lines, "today we turn them away," says Smith, projecting $500,000 in 2007 sales.

As Ursula Stahl, the 26-year-old co-founder of Envi, points out, "It's unlimited--to the point where nongreen is going to be passé."

GREEN BUSINESS SERVICES

It's reasonable to assume most entrepreneurs start businesses to see the green--the big bucks. But as more business owners consider their impact on the environment, entrepreneurs are seeing the importance of going green, from working with recycled materials and eco-friendly suppliers to using green packaging and PR.

According to a recent study for the Grocery Manufacturers Association, 85 percent of U.S. consumer business companies have active sustainability initiatives. "The demand [for green business services] is there, but the supply is minimal," says Chris Manning, executive director at The Green Chamber, a national organization focused on environmental stewardship. "It's a young industry, [so there's] tremendous opportunity." Manning, 38, founded Manning & Associates Financial Services five years ago because he saw the need for green investing. This year, the Houston-based business projects sales of $545,000.

Seri McClendon, 40, and Ken Eskenazi, 52, saw that opportunity back in 2002 when they started Clean Agency, their green marketing firm in Pasadena, California. "We believed the environmental component was going to be a factor for businesses to consider very soon," says McClendon, whose $1.4 million company serves green or soon-to-be green clients. "Businesses need professionals [who] understand the sustainable values of their company."

Solar Energy Products
If helping save the planet isn't enough of an incentive to pursue entrepreneurship in the hot solar energy industry, consider the fact that solar is already a $15 billion industry worldwide, and investments in solar rose 210 percent last year to $1.4 billion, says
Jerry Lawson of New Energy Finance.

Whether it's in engineering, finance, construction or education, the market for solar energy products has grown drastically in recent years, due in part to increasing concerns about climate change and various federal and state initiatives pushing alternative energy.

Gary Gerber, a solar expert for 31 years and founder of solar contractor Sun Light & Power, LINK (sunlightandpower.com) sees a young market with lots of potential. He points to specific opportunities in the areas of solar installation, financial planning for solar implementation, educating and training of solar installers, and solar hot water. However, Gerber offers a note of caution: "People getting into [solar energy products] should be prepared to do their homework and get well educated." Improved technologies, more efficient systems and processes, and decreasing costs point to a sunny future.

TECH CONSULTING

If the thought of building out a network or setting up e-mail services gets you excited, then we've got an opportunity for you. According to recent reports by AMI-Partners, about one-quarter of small and midsize businesses are increasing their spending on outsourced IT. "There is room for startups that are focused and have a really clear value proposition for customers," says Laurie McCabe, vice president for SMB insights and business solutions at AMI-Partners. "Whether it is consulting or software support or network management, there's definitely a need."

Larry Velez, 33, founder of managed solutions provider Sinu in New York City, knows firsthand what it's like to cater to growing businesses and nonprofits. Velez takes what he calls a "holistic" approach: Instead of obsessing over what hardware it sells or hourly support rates, Sinu charges a flat rate per person and focuses on the needs of the workers in an organization and what can be done to keep the tech running smoothly. With 2007 sales expected at up to $5 million, Sinu has outgrown its office space twice in the past year. Looking ahead to the next year, Velez says, "We're going to really see the mainstreaming of this approach to outsourced IT." Entrepreneurs seeking to get into tech consulting can look forward to an upward swing.

Web Apps
What dotcom bubble? Today's web application companies are lean, mean services and advertising revenue-generating machines. Entrepreneurs are starting businesses armed with little more than a big idea and a credit card. But when it comes to really making a mark on the web, it takes business smarts, a flexible development approach and some intelligent marketing. "What we see now is a huge increase and adoption of web apps that are equivalents of business or consumer apps that you used to install on your PC or Macintosh," says Jeff Clavier, managing partner of SoftTech VC. This category can include typical office applications and widgets that work with social networks, as well as accounting and CRM-style web offerings.

The social media and networking space may seem crowded, but there's still room for startups to make their mark. Clavier suggests social media entrepreneurs ask "how [they] can deliver value to a very specific demographic that has some passion or need and do it in a clever way that will have some element of viral distribution." Clavier also sees a lot of opportunities to get involved in web infrastructure and online gaming applications: "There is a lot of potential value that has yet to be unlocked. The web is now a valuable commerce and distribution platform where it's cheaper to build and easier to make money. It's worth a shot."

These hot businesses are bigger than ever. Here's what makes them fresh.

Upscale cupcakes: What started in Los Angeles and New York City is making its way inland. Look for exotic or superindulgent flavors like passion fruit and cappuccino.

Online gaming: One in three adult internet users is a gamer, and many of them are female. Blood, guts and guns are out; smart, fun puzzles are in.

Home automation: This $3.8 billion industry is getting attention with greener systems that control lights and sprinklers. Integrated electronics and entertainment packages connect with plasmas and flat screens in each room.

Home party sales: In an industry that's shown steady growth for 20 years, customers still want personalized shopping experiences. Personal-care and home/family-care products are the most popular, but there are plenty of other options, too.

Pets: Healthy, organic and environmentally friendly products are hot, as are diets for overweight companions. And don't overlook baby boomers with pets.

Sarbanes-Oxley compliance: An aging work force means a shortage of experienced accountants who can help companies comply. Expect hiring frenzies for seasoned staffers.

APPAREL

Specialty Lingerie
Every woman wants to feel sexy and beautiful, and specialty lingerie helps them do just that. From plus-size to maternity to lingerie for women over age 40, "There's a golden opportunity in all of these areas," says Rosalie Regni, assistant professor of merchandising at Virginia Commonwealth University. In fact, this $10.5 billion industry grew an impressive 10 percent last year, according to the NPD Group.

Victoria Roberts, 47, founded Zovo Lingerie to cater to the underserved 35- to 60-year-old market with her upscale line of beautiful, well-made pieces. "It's going back to basics, but doing it in a way that's styled a little more hip and has a younger-at-heart baby boomer in mind," she says. In addition to a brick-and-mortar store in the Seattle area, she also sells her line, which includes underpinnings, loungewear and sleepwear, online at zovolingerie.com and at retailers like Nordstrom, pushing sales to $1 million annually since launching in 2005.

While upscale is a great niche, Regni also notes opportunities in more affordable lingerie. It's a competitive market, she warns, but entrepreneurs can carve their place in lingerie with a fresh take. She says, "Retail stores, more than ever, are looking for differentiation--they're looking for the new, the innovative."

Sunglasses
Cool sunglasses are today's ultimate must-have accessory. This sizzling market grew 9.1 percent in unit sales from 2005 to 2006, for total retail sales of more than $2 billion, according to the Sunglass Association of America. High-end designer sunglasses are driving the trend, notes Tibor Gross, president of the SAA: "People are paying a lot more attention to sunglasses. They're a status symbol and a fashion accessory."

From upscale brand names to more affordable lines, various entry points into the market are open to entrepreneurs. Veteran sunglasses entrepreneurs Jack Martinez, 42, and Dan Flecky, 51, made their mark with Black Flys, an Irvine, California, company founded in 1991 that projects $10 million in sales for 2007. Their signature shades cater to a rock 'n' roll, youth and sports clientele. Black Flys has even added Fly Girls, a line for women, and plans to branch out with a new prescription line next year. "Sunglasses are a crazy deal--there are so many brands now," says Martinez. But don't let a competitive market deter you: Success means finding your own style and brand, he says.

Handbags
Holding a hot handbag is in. Handbag sales rose 18 percent to $6.1 billion between 2004 and 2006, according to market research firm Mintel. But don't market solely to grown women: "Companies are targeting younger girls, [as] they tend to bring their consumer habits into adulthood," says Kat Fay, a senior analyst at Mintel. "If you get them when they're younger and they develop a taste for slightly higher-end purses, they're not likely to reverse the trend and start buying cheaply made bags after that." Handbags priced between $150 and $200 are an affordable luxury for many women and even young girls, who are also driving the market.

Mary Frances Shaffer's embellished handbags, priced from $180 to $300, give women the chance to shine like stars Jennifer Aniston and Eva Longoria--both fans of Mary Frances Accessories in Lafayette, California. Her line of whimsical, beaded handbags is sold in boutiques nationwide, pushing annual sales past $9 million. Women love to express themselves with their handbags, says Shaffer, 48 (photo, page 93). "We're at a time right now where women really like to play."

Specialty Shoes
What's the fastest-growing segment of the apparel industry? Footwear--comfortable, stylish footwear, that is. "Comfort and fashion are no longer mutually exclusive," says Diane Stone, COO of WSA Global Holdings LLC, a marketing company for the foot-wear and accessories industry. Although the footwear market in general is huge--it's projected to grow to $194.3 billion globally by 2010--entrepreneurs are standing out with specialty shoes for diabetics, obese consumers with foot problems, or simply people who are on their feet a lot and seek comfort.

Joe Croft, 37, Jeffrey Fitzhugh, 45, and Mike Ray, 36, have stepped into success with Jeffrey Fitzhugh, an upscale line of ergonomically contoured men's shoes launched this January. Fitzhugh describes their branding strategy as "laid-back luxury," an approach that's paying off. The Newport Beach, California, business sells its shoes at high-end retailers like Fred Segal and projects 2007 sales of $1.5 million.

Manufacturing a specialty shoe is also a challenge, notes Jennifer Lovitt Riggs, 36, founder of Nota Bene in Whitefish Bay, Wisconsin. She spent a full year testing factories and prototyping her line of comfortable yet chic shoes for women. "Then I started researching production options and whether the shoes could be made while still making the price accessible," she says. "It looked promising." Fulfilling that promise, the footwear retails at high-end boutiques nationwide. Sales are in the healthy six figures and growing, she adds, as happy customers flock back for multiple pairs.

MISCELLANEOUS

Household Management for the Rich
Last summer, The Wall Street Journal reporter Robert Frank launched both a book on the ultrawealthy and a brouhaha after announcing there is a butler shortage. We, however, would like to announce a prime market for smart entrepreneurs.

According to the American Housing Survey, in 2005, 3.95 million U.S. homes were 4,000 square feet or larger, up from 3.4 million in 2003. The Federal Reserve Board reported in 2004 that more than 530,000 U.S. households were worth more than $10 million; 1.4 million were worth $5 million. (All stats reflect the last year available.) The American Affluence Research Center recently found that 29 percent of surveyed individuals with an average net worth of $3.1 million owned a second home.

Managing such estates is a full-time job, creating a variety of opportunities for entrepreneurs: upscale concierges, household and estate management services, cleaning services, and household help training and placement services. Carol S. Scudere, owner of Professional Domestic Services & Institute, advises those interested to seek training and experience to understand what the wealthy require. "You have to realize that caring for the home of somebody who can afford to buy anything they want without even thinking--they're not someone who does on-the-job training," says Scudere. "They want the true professional who can be a benefit to them up and running."

Executive Recruiting
Executive recruitment is a perennial favorite of ours--and for good reason. While some niches within the industry wax and wane in popularity, the need for high-level, talented employees never ceases.

"Executive leadership is dynamic and changing," explains Glenn Manko, 40, partner at BSG Partners, a Haverford, Pennsylvania, executive recruiting firm founded by Brad Costello, 33. Says Manko, "Very few companies stay with the same team of leaders for long periods of time due to changing business demands, family relocations, the enticement of leaving [the] corporate [world] to seek entrepreneurial ventures and, quite frankly, individual performance not [being] consistent." The company, started in 2005, expects $2.5 million in sales this year.

Hope Wilson, vice president of professional services at Snelling Professional Services, sees several areas of niche growth in the future. Biopharm will boom as boomers require more medication; the medical field in general also needs more physicians and nurses. Executive-level administrators and finance and accounting positions continue to be hot. Wilson also sees a potential market for military personnel departing Iraq.

But what about that pesky competition from online job sites? Both Manko and Wilson say fuhgedaboudit. "Online job boards provide no additional value to the hiring process," says Manko. "Sourcing candidates is the easy part of executive recruiting; assessing and selecting is where the executive search firm truly adds value."

Crafts and Handmade Goods
Making stuff is big news. The exploding craft market--now $30 billion per year, according to the Craft & Hobby Association--is not just turning consumers into creators; it's inspiring a new breed of entrepreneur.

Crafters sell their wares at online sites like Etsy.com, indie craft fairs or by building their own businesses. Tracy Lolita Yancey, 42, started out painting whimsical martini glasses at her kitchen table. The demand for her work grew beyond her ability to fill orders from home, so she licensed the work out to a design studio. Designs By Lolita now sells 2 million glasses annually and projects sales of $35 million this year, but Yancey still designs all new items herself.

Reaching a limit to how much you can create by hand is a big danger with crafting. Some crafters choose to make a living rather than make millions, but others branch out by hiring employees, using manufacturing firms, opening a store, teaching, or creating craft supplies and kits.

There are 65,000 sellers currently on Etsy, and the site has facilitated more than $20 million in sales since 2005--showing quite a market for handmade goods. Retailers, take note: While craft supplies like jewelry kits, knitting supplies and scrapbooking materials are popular sellers, so are the end results of those crafts. .

MAKING THE MOST OF WHAT YOU HAVE

2008-01-01T04:59:00.000-08:00

Running a business is sometime seem so difficult when you are facing with challenging situations, stressful times, debts, cash flow and so many problems that you have to dealt with.

What can entrepreneurs do during the hard time?

STAY POSITIVE
By staying positive, it helps you be creative during stressful times. If you believe that you'll find a solution, it forces you to consider possibilities you otherwise may not have tried. When failure isn't an option, it's amazing what ideas you can generate.

SENSE OF HUMOR
Keep a sense of humor at all times. This will make the atmosphere much more enjoyable for you and everyone else around you. This will also ease tension and motivating everybody to work harder.

MORAL SUPPORT
If you want to support other entrepreneurs and companies whose products and services you value, then buy from them and tell others to as well. Support the businesses and people you admire and you'll always be proud to be associated with them. At the end of the day, you are not only building up your networking but the most important of all is people who will give their support to you.

NEGATIVE STATEMENTS

2007-12-30T21:59:00.000-08:00

The following are statements I've heard companies make as they are going down the tubes. Find out why they can spell disaster for your business.

"Our only problem is traffic."
Slow traffic is a symptom, not a disease. Look for its cause. Why is traffic slow? Is it because the public doesn't know about you, or is it because they do? Is the problem with your advertising, or is there something wrong inside your business?

"That's not our customer."
The businessperson who says, "Our customer doesn't care about price," is usually surprised by how quickly he runs out of prospects. Are there customers out there who don't care about price? Sure there are. But what percentage of the population do you think it is?

"Our advertising is reaching the wrong people."
I've never seen a company fail because they were reaching the wrong people, but I've seen hundreds fail because they were saying the wrong things. Do your ads speak to the felt needs of your customers, or are you answering questions no one is asking?

"I don't worry about what the competition is doing; I only worry about what we're doing."
Is there a game that rewards a player for ignoring the moves of his opponent? If there is, I've never heard of it. Business is competitive, and you're not the only player in the game. Like it or not, you're being compared to competitors by your customers.

"There's enough business out there for all of us."
A limited number of dollars are going to be spent in your business category this year. Are your competitors going to make sure you get your fair share?

"We can't compete with the internet."
The idea that the internet is a low-overhead business environment is a myth. Other than cost of occupancy (rent), the costs of doing business online are the same as for brick-and-mortar businesses. The average brick-and-mortar retail store spends less than 5 percent of its annual sales on rent. If online companies had no offices, no shipping facilities, no warehouses or other physical presence, they could still offer only a 5 percent price advantage to your customer. If you're not competitive with the internet, you need to take a close look at how you're buying. You need to comb through your payroll, your miscellaneous expenses, and your general and administrative expenses. Your problem is inside your own house.

"Our secret is our people. No one provides as warm a customer experience as we do."
There are dozens of business owners who have convinced themselves that having "better people" was their store's primary advantage. In every instance, the store's prices were high, their merchandise was unremarkable and their people were average. Even if your staff is exceptional, the worst thing you can advertise is remarkable customer service. These ads make you sound like your prices are high and you know it, so you're trying to cover it up by talking about how wonderfully you treat your customers. Worse, the expectations of the public will be raised to impossible levels. Promise magical service, and you'll hear endless complaints. I've made this mistake more than once.

CONCLUSION

How Did You Score?
You're average if you've heard yourself say just one or two of these things. Hopefully, you've recovered from your wrong-headed thinking and are on the road to right action.

You've got a problem if you're guilty of saying three of these things. If you want to recover, you need to start associating with people who will smack you when you start talking nonsense.

You're in real trouble if you say and believe four of these things. It's like a drug habit. You say these things to reduce your anxiety and ease the pain of failure, much the same way an addict pops a perspective-altering pill to help him make it through the day. Rehab is going to be tough, but you can survive if you dig deep and awaken the tiger within you.

You're not going to make it if you're saying five of the statements above. Can you hear the fat lady singing? I don't mean to be harsh, but you really ought to take a hard look and decide if this is what you should be doing.

If you're not saying any of these things, then excellent. The world is yours for the taking.

FATAL ERRORS OF INTERNET MARKETING

2007-12-29T23:41:00.000-08:00

Use large graphics and no navigational aids
Have you ever tried to load a page and were met with a 150KB opening graphic that takes 2 minutes to download? Or have you clicked all around a site unable to find what you are looking for? Don't make the same mistakes and alienate your visitors before they become customers. Make it your goal to have pages load in 30 seconds or less, preferably faster on your main page. Have enticing information on the first screen so that visitors can see it without having to scroll down (of course, you can and should have scrollable pages, but have the material to catch their eye "above the fold"). Bear in mind that although Windows default screen resolution is 640x480 pixels, some will be seeing your page at 800x600, even 1024x768 pixels. If you are unfamiliar with the intricacies of HTML code and scripting, do yourself a favor and hire a professional. You'll be glad you did.

Host your web site on a slow server
There is nothing more frustrating than waiting for a web page to load from a slow server. In fact, many people won't wait - with a single click they're off to somewhere else. Your web site should be hosted on a minimum T1 connection, a T3/DS3 is much preferred. Does the host server have redundant lines (in case one goes down, will your web site still be accessible?). On-site backups are also good to have, although you or your web site designer should maintain your own.

Don't list your web site in search engines, or not correctly
This is the one thing done most often but also most often incorrectly. All search engine submissions should be done manually. The concept of a all-in-one search engine submission service is a nice idea, but the simple fact is it is not reliable. Every search engine is different, and each have their own method of both getting a web site included and performing searches. Web site submissions should be performed to take advantage of both. Again, you may want to have a professional do this (entire companies exist around this concept, but check references and ensure they submit all sites manually).

How many search engines should you submit your site to? Well, there are hundreds if not thousands of search engines, indexes, hot lists, and directories out there. If you ensure that you are placed in the top 12-15 you will be in good shape, as these will provide you with 90-95% "coverage". The remaining 5-10% can be attained with a lot of time, money, or both. Making sure that your web site gets listed on "Billy Bob's Kool Links" page (with 17 hits a month) just may not be worth the trouble.

One caveat: if you are able to find places that are directly related to your web site, you should submit it regardless of their traffic as you will be reaching a more targeted audience that way.

Place your web site online and wait for the phone to ring
Having a web site is not the be-all end-all of marketing on the Internet. Since your web site is considered a virtual storefront, you should do everything in your power (and budget) to direct traffic to your web site. Banner advertising, press releases, appropriate newsgroup postings, links on complementary pages and more can be done. You would not think of opening up a store in the real world without budgeting money to promote it, your web site must be given the same consideration.

Don't respond to visitor inquiries on a timely basis
Make sure all e-mails you receive are responded to within 24 hours, even the same day if at all possible. People want information and they want it fast. The Internet makes it easy for people to quickly find and purchase goods and services - make sure it is from you and not your online competitor!

Likewise, if a potential customer wrote a letter to your company you wouldn't reply with a hastily scribbled missive on a sheet of notebook paper - be sure not to send them the e-mail equivalent! Every e-mail you send out is an advertisement for your company, so make sure it is grammatically correct and doesn't contain misspellings. While this may be a "no-brainer", it is amazing how many e-mails are sent out with typos and other errors. And for Pete's sake, DON'T TYPE IN ALL CAPS!! Besides being difficult to read, it is the e-mail equivalent of yelling and frowned upon in the online community.

Don't update your web site
Web sites look stale if they aren't changed periodically. Worse yet are those that still wish you "Happy Holidays" in March! Make sure any expired information is removed promptly, and keep those pages dynamic while still staying within the theme of the site. Every so often a site may need a general overhaul - as they say "change is good!" As most of the time changes are billed at an hourly rate, these should be budgeted for as well.

SPAM, SPAM, SPAM, SPAM, SPAM.....
"Spam" is the sending of unsolicited e-mail or posting inappropriate messages to newsgroups. Simply put, don't do it. Besides giving your company a negative image, the recipients can retaliate by e-mail bombing you (like sending 10,000 e-mails an hour), your online provider, and your web hosting service. The end result is your e-mail account could be terminated by your provider, and you may even lose your web site. Many online services and hosting companies have a no-spam clause in their service agreement.

WORKING FROM HOME

2007-12-28T20:11:00.001-08:00

In the new era of today’s business, people start looking for new option of doing business such as home-based business. Besides of cost saving, home-based business is growing because of time flexibility and managing business is easier from home due to technology improvement and enhancement such as internet and communication system. In order to ensure that your home based-business run smoothly as you planned, here are some tips about things that you should consider :

Space
Create a physically separate space for your office. A separate room, if possible. If your office must be within a room used for personal purposes, use screens or dividers to separate personal from work space.

Communication
Get a separate number for your business, preferably a business line. This will appear more professional. Keep your personal line for your family and children to use.

Answering call
Answer the telephone with a pleasant greeting that communicates you're delighted to hear every caller and at the same time creates a professional business image. Use a mirror to make sure you smile as you answer the phone. This helps you develop a "smiling voice."

Time management
Set goals for every day and work on those first. Manage time effectively -- don't get bogged down reacting to interruptions and demands. Learn to separate the important from the urgent.

Cost saving
Value your time as you value your money. Don't watch your fax machine send multiple-page documents. Instead of driving back and forth to a store to make photocopies or to hand-deliver documents, equip your home office with technology like a multipurpose office machine (priced at $500 or less) that serves as your fax, copy machine, printer, answering machine, scanner, and more. Also consider using your computer for sending and receiving faxes -- you'll cut down on paper costs.

Documentation
Save time by employing easy-to-use check-writing and accounting software, but keep paper copies of receipts, invoices, and checks. Tax records must be kept for at least six years after you've filed a return.

Filing system
Organize your filing systems so that everything is easy to find. To make them stand out, use color-coded labels on files and computer diskettes.

Furniture
Get furniture sized for home offices instead of standard office furniture. A number of furniture companies are manufacturing special home-office lines. Smaller furniture is better adapted to the entryways and available space in most homes.

Dressing
Dress in a way that helps you work productively. Some people need to dress as though they were meeting clients at an office; others prefer the loose and comfortable fit of sweats and denim.

Work attitude
Have the attitude that you work from home, not at home. Hibernating is fine for bears, but not for people. Go out to make new contacts and keep old ones alive as well. Particularly if you're a naturally reserved person, remember that your home's a base, not a permanent place.

GETTING EXPERT ADVICE

2007-12-27T08:47:00.000-08:00

Every entrepreneur thinks he has a business idea that will put him on Easy Street. After opening day, reality hits. Merchandise isn't moving. Expenses are too high. Profits are too low. You're not sure what went wrong or how to fix it. Suddenly you're in panic mode.

Many startup crises can be averted by seeking expert guidance in the planning stages, long before leases are signed or business cards are printed. Like a savvy career counselor or financial planner, the right advisor can help you build a solid foundation as well as steer you through choppy waters once you open your doors.

This is particularly true if you're a first-time entrepreneur who has never coped with problems like weak repeat business, poor cash flow, flawed order tracking or fulfillment systems. Getting help from outside experts can mean the difference between smooth sailing and a sinking ship, both at startup and as your business matures.

Where to Look
When you're looking for a shoulder to lean on, there are three types of expert resources available.

1. Seminars, books and other self-help materials are useful and affordable for any business rookie.
2. Business coaches are long-term advisors who can help polish your initial business plan and offer strategic problem-solving skills moving forward.
3. Consultants are short-term advisors hired for their tactical expertise in specific areas such as computer networking or employee recruitment.

These options are not mutually exclusive. Each kind of resource serves a different purpose. Just as it takes a village to raise a child, it takes an assortment of outside specialists to shepherd a small business through the startup phase. A mix of these three types of assistance can not only prevent mistakes at startup, but also provide valuable ideas and tools for shaping and growing the business.

Books and Seminars
Never underestimate the power of a good business book, DVD, CD or seminar to inspire, teach and save you from the kinds of missteps that come from inexperience. The choice is nearly unlimited, from Business 101-type books like Small Business for Dummies to workshops run by Small Business Development Centers, frequently located at community colleges.

These resources are helpful in conveying basic business principles and examples as well as providing general advice in areas such as writing a business plan or marketing by direct mail. Consult your local library, university, chamber of commerce, or retail or online bookstore for options.

Business Coaches
While self-help resources can provide generic advice, a business coach delivers one-on-one mentoring specific to your enterprise and challenges. Coaches usually charge a monthly retainer that includes a defined number of hours and a specific program plan.

A good coach has years of business experience that he or she can use to analyze your business model, pinpoint flaws, suggest improvements, identify and troubleshoot day-to-day problems, and fine-tune areas ranging from sales and marketing to hiring and team management. If sales are slow or customers are complaining, he or she will figure out why and formulate a cure. New business owners are simply too busy minding the store and usually too inexperienced to solve these problems themselves.

In choosing a coach, look for a local person who can see your operation firsthand, provide training assistance and be readily available. Be sure that your personalities mesh and that he or she has specific systems and methodologies to help you run your business properly. Coaching is a long-term relationship that requires good communication and mutual respect.

Also, select a coach with a broad business background rather than someone from your industry. To ensure creative problem-solving, you need an advisor who isn't shackled by preconceived notions of your market. And remember that you're looking for a business coach, not a life coach. There's a big difference.

Consultants
For tactical challenges--like setting up accounting systems or unplugging a manufacturing bottleneck--turn to an outside consultant with specific expertise in the area in question. Consultants typically charge an hourly fee and should be able to tell you upfront what they will charge for the job.

One heating/air conditioning company I know needed a consultant to reorganize the equipment in its service vans. They hired an upfitter to design a shelving and drawer arrangement to squeeze in the maximum amount of gear, as well as ensure that each item was within easy reach. In that case, a business coach identified the need for the upfit and assisted in identifying the best candidate for the task. In other cases, the business owner conducts the hunt himself.

When vetting consultants, get referrals or recommendations from clients with projects similar to yours whenever possible, and get a firm estimate of the time it will take to do the job. Also be sure that the company you hire will supply documentation allowing you to retrace their steps if necessary to solve a problem or duplicate their work at a later date.

High Return on Investment
Getting expert advice at the right time can avoid costly mistakes at startup, from sales forecasts that are too optimistic to ill-advised marketing strategies. It can also facilitate mid-course corrections necessitated by customer feedback, changing market conditions or problems within your organization itself.

Yes, you have to pay to play. But in the long run, the right guidance can save you from months of poor performance and other budget-busting scenarios. With professional advice, you can often dramatically lessen the amount of nail-biting and red ink you have to endure before the business takes hold. Easy Street might be around the corner after all.

THE PEOPLE'S MARKETING

2007-12-26T15:21:00.000-08:00

Why more marketers are daring to let customers take charge of their advertising.

This idea has lately been taken to its logical extreme.
Why not cut out the middleman and just let target customers make their own ads ?

Examples of what could be thought of as "the people's marketing" have been cropping up all over the place.

Here are the examples :

Mercedes-Benz
Has been running ads featuring photographs of customers with their cars -- the automaker received more than 1,000 snapshots when it solicited submissions earlier this year.

KFC
Held a contest last year asking its customers to devise commercials for the chicken chain and ran the winning spot nationwide during prime time. More recently, Coors Light had a similar contest in Canada.

More companies, it seems, are letting their most loyal customers dabble with creating and defining their brands. And even more surprising, perhaps, is that many companies' loyal consumers are eager to get in on the branding game.

What's driving this ?
As the CEO of ad giant Saatchi & Saatchi, Kevin Roberts is in a position to know a great deal about the relationship between consumers and the brands they choose, and he has recently published a book about where he sees that relationship heading. In Lovemarks: The Future Beyond Brands, Roberts argues that the best brands "are not owned by the manufacturers, the producers, the businesses." Rather, "they are owned by the people who love them." A related website, Lovemarks, is jammed with postings from people evangelizing for the products and services they love, from Lego to Post-it Notes.

Another take on the people's marketing notion is in the forthcoming book Brand Hijack by Alex Wipperfurth, co-founder of San Francisco marketing firm Plan B. Wipperfurth, whose clients have included Napster and Pabst Blue Ribbon, believes that companies need to embrace brand "cocreation." By that, he means that marketers should invite consumer subcultures to help shape a brand's ideology, use, and persona.

"The real hook is to have everybody selling their experience as consumers." The West Coast In-N-Out Burger chain has done this exceptionally well, Wipperfurth says, by developing a "secret menu," designed via customer suggestions, whose offerings are not on the official menu but are on the cash registers at its outlets. The accommodation helps create a kind of insider club, letting its members think about and discuss the brand in their own unique, unfiltered way.

Also extending this concept is Obtainium.tv, a Boston-based start-up that is basically a side project for 34-year-old Owen Mack, who has a graphic design background and runs a family kitchenware store, and his 32-year-old cousin Jesse Buckley, who works for a TV postproduction house and makes documentary films.

Motivated partly by their disgust for overbearing corporate marketing, the pair made a series of half-minute digital videos highlighting some of their favorite products -- Puma sneakers and Schlitz and Pabst beer -- and posted them at www.obtainium.tv. The concept evolved as they came to believe that there were more people like them, who had pent-up desire to promote the brands they love. "The real hook," Buckley says, "is to have this kind of peer-to-peer advertising, where everybody is selling their experience as consumers."

TIPS TO GROW YOUR HOME BASED BUSINESS

2007-12-25T03:45:00.000-08:00

If you can't face the prospect of giving up the convenience and comforts of working from home, but you don't want to miss out on your chance to grow to the next level, here are the solutions.

Rent a professional suite.
If you find you need a place where you can create a serious business image, hold conferences, or get more extensive office services, consider renting a professional suite. Such suites are part of a complex that includes small offices, central conference facilities, and a full range of secretarial services available to anyone subleasing space from the complex.

Rent private office space.
Renting an office doesn't necessarily mean you have to say good-bye to working from home. Some people have rented a second office for certain activities (receiving mail or phone calls, working on large equipment, holding meetings) while still maintaining a home office where they can do creative or detail work. And you need not rent such space full-time. You can rent space part-time or by the day. In renting part-time space, you arrange for the hours you need the space each week and pay a flat monthly fee which can include some additional services like mailing, addressing, answering service, name on building directory, etc. Such rental arrangements are usually advertised in the Yellow Pages as "Business Identity Programs" under Office Rentals.

Contract work with other businesses.
Instead of moving his business to a warehouse, Bob Baxter hired a company to bottle and package his pet health-care products, jobs he once handled in his garage. When developing a large marketing program for a customer, consultant James McClaren subcontracted with several small businesses rather than renting office space and hiring employees for the duration of the contract. Using a free-lance writer, a packager, and an office-services company, he got the program done without leaving home.

Move to a bigger home.
Whether you buy, lease, or build, a new and larger home may provide the added or specialized space you need to continue living and working under one roof. What may have started out as the perfect home office may not meet your needs at another stage in your life.

Hire employees who will work from their homes.
Some home-based companies, like MicroGraphic Images, a software firm, and Escrow Overload, a temporary help agency for escrow personnel, have expanded by adding staff who work from their own homes. Commercial artist Diane Wessling Blake of MicroGraphic Images says, "By having our employees work at home, we can expand as rapidly as we need to and keep our costs to a minimum. In a fast-growing industry like ours, this is very important." The founders and chief executive officers of these companies all still work from home, too.

Rent storage or warehouse space.
When potter June Wright had the chance to fill an order for over two thousand goblets for a special benefit, she knew she'd have to hire helpers. She also knew they wouldn't all fit in her studio behind the house, so she found a warehouse to rent and hired ten students, part-time, for one month. This arrangement worked so well that if she can get more orders on such a grand scale, she wants to keep it up. She will continue running the business and creating pots from her own home but will have a supervisor overseeing operations at the warehouse.

TIPS TO GROW YOUR HOME BASED BUSINESS

2007-12-24T07:36:00.000-08:00

STOP TOLERATING THINGS THAT HOLD YOU BACK

2007-12-21T00:13:00.000-08:00

Many professionals confess that, although their career is moving forward, their time is consumed with or dragged down by unwanted situations, problems, or behaviors. Not overwhelming individually, they have a way of building up until they affect productivity, cause stress, and waste time and energy.

Although you have a handle on your business' operating costs, there may be some hidden expenses that cost you more than money.

You may tolerate business pitfalls -- an incompetent staff, poorly defined goals and strategies, lackluster results, weak relationships, or undesirable customers -- even when they prevent you from enjoying your business the way you envisioned.

So, why do we tolerate these losses?

''I was apprehensive and didn't know how to confront and eliminate certain issues,'' remembers Sean Stredwick, owner of Rockville-based Sanktuary hair salon, music store, and café. ''I simply accepted there were always going to be problems when running a business, especially with personnel. I realize now that by putting up with certain things, I was actually training people that their unacceptable behavior was okay.''

Oddly enough, tolerating imperfections can yield a positive result. Putting up with unwanted situations creates resistance. Similar to striking a match, the friction of two opposing forces generates heat, providing us with energy. It's human nature to get our energy from any available source, even one that causes suffering or difficulties.

However, resistance also justifies a negative attitude and performance. When we tolerate an overbooked schedule or a bad day, it justifies our right to complain, to stress, to underachieve, to stay busy, or to be ''helpless victims.''

This energy charge keeps us busy; often too busy to make necessary changes or decisions. Although putting up with certain things may seem to produce results, they're more costly than we realize. ''I was more apt to tolerate things because it made me feel useful, even though I was letting something happen that I'd rather do without,'' Stredwick claims. "When I understood how these irritations affected me, I noticed the consequences on my business and work environment. Now I confront unwanted situations immediately without feeling guilty. I'm not angry as often because I don't let incidents fester to the point of eruption.''

Having addressed his tolerances, Stredwick reports, ''I make better decisions for myself, which translates into better decisions for the company.''

As you raise your standards and improve your quality of life, you tolerate less. You become unwilling to take on a person or situation that you know will cost more in frustration and time than the resulting profit. ''It's allowed me to become a better leader and a model for my co-workers and others as to what's possible for them,'' Stredwick claims. ''At some point, you just have to trust that your instincts know what's best for you.''

When you stop putting up with the things that hold you back, you begin to notice that your life and career become easier and more fulfilling.

Since we need all the energy we can get, eliminate your allowances with these tips:

List what may be dragging you down.
Search your business, career, environment, home, and relationships for things you no longer want to tolerate.

Analyze your tolerance.
Determine why you put up with certain people, behaviors, and situations. How does tolerating these things actually work for you?

Handle the small irritants first.
Begin by eliminating the least complicated problems, such as a disorganized office or unreliable office equipment. You might be surprised at the change in your attitude and productivity with a functional and reliable copier, for example.

Establish a zero tolerance policy.
Each irritation is going to have some adverse effect until it's either eliminated or you find another way to respond. Create a system to prevent these situations from happening again. For example, set stronger guidelines for the people in your life, informing them what behavior you will not accept. This can be done in a calm and non-threatening, yet firm manner.

Examine your more complex tolerated problems.
Determine what would need to happen to change or eliminate a complex tolerated problem in your life. For example, too much stress, an inadequate salary or training, unsatisfying work, or mediocre job performance. Look at those things which make your job more difficult and think of ways to ease or undo them. Each one can be addressed through conversation and/or action. It's okay if you don't have an immediate solution. Ask yourself: what would need to happen for me to eliminate what I am currently putting up with?

Note: Resolve these situations completely by addressing the source. Otherwise you'll soon find yourself handling the same annoyance in another form. You will know you have eliminated these irritations permanently when they no longer occur to you as a thought, reminder, or feeling.

Once you begin removing these drains from your life, you'll stop wasting time trying to manage situations that shouldn't exist. Investing time to eliminate these trigger points of contention will add greater value to your company and cut out the most costly overhead in your business and career.

STRATEGIC LEADERSHIP

2007-12-15T05:03:00.000-08:00

Having a good plan is compulsory, but knowing how and being able to respond to the unknown is the real goal and benefit of strategic leadership.

Many business leaders think being strategic means being the author of the company's plan for the future. No one would argue the value of a sound business plan but given what happens to the best laid plans of mice and men, experienced leaders know that planning is only the beginning.

DETERMINE WHERE YOU ARE

In reality, planning isn't even what you should do first. For any long-term plan to be successful, you must first be realistic about where you are today. This requires an honest assessment of strengths, weaknesses, threats and opportunities , a step many organizations are loathe to do. The reason usually cited : time.

Taking time before jumping in requires patience -- a competency that many quick thinking and fast moving entrepreneurs don't naturally exercise. This isn't necessarily a bad thing, since many entrepreneurs are successful because of their impatience. Their skill is in seeing opportunity and jumping quickly to take advantage of it. Not afraid of risks, they get to their desired result more quickly than their counterparts ; often a critical reason behind market dominance.

Still, leading strategically requires time for reflection and the ability to realistically asses where you are. With this information, you can most accurately define your destination and chart the course that will take you there.

DEFINE YOUR MISSION AND DIRECTION

A clear understanding of where you are must be balanced by a clear picture of where you need or want to go. Where you want to go is your company's mission. An organization's mission includes the company's vision, long-range direction and short-term goals.

An organization without a mission is like a sailboat without a rudder -- it just goes where the wind (or the marketplace) blows. To define your mission and give your company its direction, you must focus externally, which is usually easy for the risk-taking, fast moving entrepreneur.

Leading strategically includes defining your organization's mission. This requires a keen understanding of the marketplace and your reason for being in business. With a clearly defined mission, you give your organization its rudder.

ENGAGE OTHERS AND FOSTER HIGH INVOLVEMENT

While a clear vision is critical, you cannot make it happen by yourself. Once you've set the course, you must focus internally to engage others whose involvement you will need to successfully make the journey. This includes engaging employees, empowering them to do their jobs and insuring that they have the skills and resources they need.

While the tactical side of these characteristics may be delegated to HR, leadership must first realize their importance and create a corporate culture that supports and values engagement from others.

Leading strategically must include engaging others. This requires articulate communication of your company's mission and a corporate culture that fosters ownership with high involvement across departments, divisions and the entire organization.

COORDINATE SYSTEMS AND PROCESSES TO ENSURE CONSISTENCY

Strong commitment without good coordination and integration can lead to chaos. In order to support high involvement across your organization, you need to coordinate the systems and processes that enable people to work together in a consistent manner. Integration and coordination of effort and the core values needed for consistency across the organization.

Leading strategically for consistency requires the effective coordination of internal systems and processes. When these systems are in place, people in disparate departments, facilities and geographic locations can successfully work together to repeatedly recreate the quality products and services that make the company successful.

MANAGING INTERNAL AND EXTERNAL TENSIONS TO CREATE ADAPTABILITY

Even the best of systems can result in inflexibility. Adaptability is the result of successfully managing the internal and external tensions that naturally arise between the need for flexibility in the marketplace and consistency in the organization.

Ensuring adaptability means your organization must be proficient at knowing your customers and market, learning from experience and creating necessary change. To be adaptable, you must have the internal systems and high involvement necessary to be agile enough in the face of change to maintain your customer focus and accomplish your mission.

Leading strategically for adaptability is knowing when and how to deviate from the plan and having an organization that is stable yet flexible enough to successfully maneuver through the change and still reach the desired destination.

THE CHALLENGE ….. DOING IT ALL WELL

Given the range of focus required to lead your company strategically, the biggest challenge for most entrepreneurs is doing it all well. The entrepreneur who is great at reading the marketplace, seizing opportunities and setting good direction is naturally externally focused. They know where they want to be and are comfortable changing course in order to get there. These types of entrepreneurs are very flexible and may think that, like them, their organizations are agile.

Unfortunately, this entrepreneur is probably not as internally focused as he or she needs to be. As a result, they may lack the ability or interest to expose organizational threats and weaknesses. The externally focused leader often underestimates the impact of fostering high involvement or establishing the processes and systems that are necessary to create the stability an organization needs to achieve consistency.

Without stability and consistency a company will not be able to deliver on the opportunities created by an outward focus on the market place. Instead of leading strategically, the externally focused entrepreneur can be perceived as a "fly by the seat of your pants leader," which is definitely not the path to sustainable growth.

On the flipside, the leader who over-focuses on current reality can become too internally focused. They are usually great at fostering involvement and establishing consistent systems but they may be too rigid to be able to respond quickly enough to changes in the market.

The bottom line is that not many of us are good at everything. Be honest about your own strengths and weaknesses. Seek personal development to become better where you can and hire to compensate for areas where you can't.

The ability to lead with a balanced internal and external focus is at the heart of leading strategically. When the resulting opposing tensions are managed successfully, you encourage the adaptability that makes your organization agile. Agile companies have the ability to recognize and respond quickly to market demands without losing the consistency of quality and involvement that made them successful -- the hallmark of sustainable, successful organizations.

THE REALITIES OF BEING AN ENTREPRENEUR

2007-12-10T16:53:00.000-08:00

Being an entrepreneur isn't easy.

Let me start with a few hard truths of being an entrepreneur:

IT’S STRESSFUL
If you think meeting a boss's deadlines or demands is tough, try meeting your own, especially when your personal savings are on the line. Maybe you've already taken out a second mortgage and your credit cards are maxxed out. Or maybe you've borrowed money from family and friends and you're on the hook to pay them back, ASAP. This type of pressure lights a fire under even the most laid-back personalities. Not only will you feel the pressure to get your business off the ground, but you'll also feel the added pressure to do so quickly to regain some semblance of financial security.

IT’S NEVER ENDING
Yes, it can be thankless to work for someone else, knowing your skills and talents are ultimately making someone else a bundle. But in most jobs, you can leave the work behind when you go home to enjoy your family, friends or hobbies. As an entrepreneur, the workload can be intense, especially during the early stages when you are the CEO, CFO, HR person, sales staff, marketing guru, tech guy, office manager, and janitor. With all these roles, there's rarely a moment that you feel your work is "done" for the day. There's always something more you could be doing, like researching new markets, writing press releases, contacting new media, cold calling new sales outlets, developing new products and the list goes on. And that can eat away at time formerly devoted to family, leisure activities, workouts or relaxation. It's a difficult balance to strike.

IT’S FRUSTRATING
Maybe you've partnered with someone who doesn't have your best interests at heart. Or you've received a shipment of damaged products that you need for a trade show the next day. Or the media appearance you spent days preparing for is suddenly cancelled due to a natural disaster. As an entrepreneur, these types of situations happen on a regular basis. (I speak from experience; all of the above happened to me.) The truth is that you never know what's around the corner and it can be extremely frustrating when you've planned to spend a day on product development, only to find out that you have to repair the cases of product packaging that came apart during shipping.

So with this kind of stress, pressure and workload, why, then, would anyone subject themselves to being an entrepreneur ?

The answer is simple….. the positives outweigh the negatives:

IT’S REWARDING
When you're successful, you reap both financial and emotional rewards. There's no better feeling than seeing a product you've worked hard to develop on store shelves, or when you've provided successful service for a grateful client. It's exciting to make a sale or win a new client when you know it's from your own hard work; it's gratifying when customers tell you that your product, service or example has made a difference in their lives. And of course, turning a profit and knowing your business is financially stable are extremely rewarding as well.

IT’S FLEXIBLE
Once you work for yourself, it's common to feel you could never work in a conventional 9-to-5 environment again. I believe it's mostly due to the flexibility. Yes, you may work more hours, but you can do so on your own terms. You can stop work at 3 to pick up the kids from school without asking your boss for permission. You can work from midnight to 4 a.m. if you're a night owl. You can work from home or your own office with daycare on-site. When you're the boss, you call the shots, and the new freedom can be exhilarating.

IT’S THE CHANCE TO CREATE
Many entrepreneurs are driven by the need to build something great, help other people, or leave something behind. Perhaps it's a business that your children can join and grow; maybe it's the legacy of creating something that will be around long after you're gone. No matter what the motivation, creating something from nothing that grows and develops through the years can be almost like raising a child; it's your baby, and you've nurtured it to its current level of success. That type of fulfillment is difficult to duplicate in most other career paths.

NETWORKING THROUGH THE HOLIDAYS

2007-12-09T10:47:00.000-08:00

Use your holiday merry making as an opportunity to connect with people that can help make you a success.

These networking strategies should help get you started.

Bring back the pre-party
Whatever inspiration you want to draw from your crazier college days is up to you, but the idea here is that if someone else is throwing a great party next Saturday, use the evening's festive mood to your advantage! Call five people you know are going to the party and either invite them to meet at your place to go over together or have them meet you for a drink on the way over. Choose your mates wisely, and use this pre-party get-together to ensure you connect with some of your top targets for the night instead of running the risk of not getting to them at the crowded main event.

Hire a ride, or provide the ride
If you're going to drink at a holiday party, it goes without saying that you should call a cab to play it safe. But don't be afraid to supe-up the style. Hiring a chauffer will add a touch of class to the event, enable you to take a larger group of friends for eve-ending drop-offs, and is surprisingly affordable. Or, consider ditching the drinks and being a designated driver. You'll be offering a hugely valuable service, a currency that could definitely get you invited to a lot of parties!

In the season of giving
And what if you don't receive an invitation to that platinum-level party you've had your eye on? This is the time of year when everyone feels their warmest and fuzziest inside, so don't be afraid to call someone who's close to the host and say, "Hey, I'd love to go to that party. Can you get me in?" Sometimes audacity is the only way to get the audience you want.

Sing
Call me old-fashioned, but I think a willingness to sing can be everyone's secret weapon during the holiday season. Show some holiday spirit and belt out the tunes! Don't worry about your voice too much. Instead, focus on how approachable you'll seem to everyone who sees you having a good time. Final Note: If you are the host (or at least have the host's ear), be sure to invite or hire a good pianist! The live ivory works best for group singalongs.

Activate your family connections
You're bound to see a lot of your family in the coming month, so it's no time to take for granted the people who like you, care about you, and will go to great lengths to help you succeed. First, make sure you're prepared to help them help you. Before you see them, schedule some time to reflect upon the one passion that deeply fuels you (your Blue Flame, I like to call it), your goals for the next 90 days, and the kind of people you need to connect with to be successful. Then put your desires out there to your family. After all your efforts to build relationships in the business sphere, you might be shocked by what turns up in your own backyard. Who knows whom your brother-in-law knows until you give him a chance to activate his network for you.

If this season's not in the cards, choose another
With all the parties to attend, end-of-year deadlines to meet, and the rush to gather gifts for everyone on their lists, people absolutely get lost in the clutter of the holiday season. It's no surprise that holiday cards get lost, too, if only in the piles of red and green envelopes everyone receives this time of year. That's why years ago I chose to stop sending out holiday cards, for these holidays at least. I've made it a habit to get in touch with people on their birthdays or anniversaries because people are much more impressed by what others do for them on their very own "special days." However, it's quite a lot of work to do this year-round. So I'll propose an alternative: Skip the cards this holiday season and pick another holiday in the upcoming year for sending celebratory mail. I have friends who send me an annual Halloween card, and since it's an uncommon practice, the gesture really stands out. Thanksgiving's probably not a bad choice, either, just to reach out and say how thankful you are for them and your relationship. There are many more fine days to reach out to your friends, though. Pick the one that works for you.

In your office, give what's really important
This year, try handwriting simple, heartfelt notes to your employees or colleagues as thanks for contributing to the success of your organization or as compliments on the special talents they possess. Your sincere thoughts will be more important and valuable to them, and more cost-effective for you, than standard gifts of 20 bucks each.

EXPANDING YOUR BUSINESS

2007-12-08T01:11:00.000-08:00

To grow or to steal ?

That's one of the fundamental questions that marketers ask themselves when they look at how best to expand their businesses.

Do I grow a market, and generate more sales and revenue through that strategy , even though my share-of-market may remain the same or actually go down ? Or do I focus my efforts on stealing share from my competitors ?

While there is no single answer, here are some different scenarios and questions to ask yourself , that should help you arrive at the right strategy for your particular situation.

How mature is your market ?
If you're competing in a mature category , one with a high level of penetration and with single-digit growth, then it doesn't make much sense for you to invest in expanding a category that has little runway ahead of it. For example, if you are a tire retailer, you're facing a situation where the number of tires-per-auto puts a natural cap on the category. You're not going to convince people to buy a fifth, so chances are you'll have to grow by taking business from the guy around the corner. (In the fashion business, there are no such limits.)

On the other hand, you might be able to get people to replace their tires faster. So if your tire dealership introduced a check-your-tread promotion during the time of year when college kids are ready to drive up to school and played on parental anxiety about their sons and daughters taking to the road with dangerous tires , you might be able to accelerate purchase, which is back-door way to grow the category.

If you're in a business with low penetration, you might be able to expand the category, but only if you understand the barriers to growth. As an example, let's take the lawn service business. Since under 50% of homeowners pay someone to cut their grass each month, it seems like category expansion is possible. Cost is obviously an obstacle. You could cut your price, but it is always best to look for a marketing solution that doesn't reduce your margin. A better approach would be to learn from the utility companies and their "balanced billing" approach. In other words, help consumers overcome the highly seasonal cost of lawn care by spreading payments over the year. $100/year for six months is more painful than $50/month all year long.

Another approach to category expansion is to target those most likely to take the plunge, who are at the cusp of conversion (In other words, segment your prospects). In this case, the most promising group would be the baby boomers in your neighborhood, who have the discretionary income and whose creaky knees and backs might finally convince them to hire someone else to do the work. Buy a mailing list of boomers, and develop a direct mail piece that targets their needs (without being too heavy-handed about it).

Are you in a position to expand the share ?
Marketers call this "missionary work," and not every company in a category is equally well-positioned to embark upon it. You need the resources to invest in growing the category, and enough of a time-horizon to enable your business to reap the rewards down the road. Keep in mind that any strong competitor could be in a position to benefit from your spadework, so this strategy needs thorough consideration and scenario-building. But if you have a unique product or service that offers a new benefit with category-expansion possibilities, and if you have the ability to maintain this proprietary advantage for a while, this approach can make sound business sense.

What kind of product or service innovations are you contemplating ?
Picking up on the last point, what is currently a "mature" category actually might be a category on the brink of a steep growth curve, driven by new products or services you have in development. If you're in a sleepy category with drowsy competitors, suddenly invigorating an industry with some real innovation is a way to win the Double Double: expand the category and drive market share simultaneously.

How weak are your competitors ?
Even if there is category growth possible, often it makes sense to seize the shorter-term opportunity of capitalizing on a competitor's weakness by grabbing share from them. Weaknesses can come from any number of directions such as management exodus; financial problems; distractions in specific business areas, from sourcing to pricing. Which means that a strategy focused on expanding the category needs to have the flexibility to change, should a competitor suddenly become weakened in a significant way -- predatory as it may sound.

It also means that you need to be constantly monitoring competitive activity. Many entrepreneurs are overly-focused on their own businesses, and display an astounding lack of interest in what the competitors are up to.

What's the "X" factor ?
A host of external, surprise factors can change the dynamics of the grow/steal calculus. A new competitor, either domestic or international, can open up a market. So can regulatory changes; for example, a client of mine once benefited from a law that mandated certain child-proof packaging that his competitors weren't able to adopt quickly. Changes in raw-material pricing -- either technology or access-driven -- can drive down costs and open market-expansion possibilities.

The bottom line is that you need to be constantly assessing your grow/steal strategy as a central component of your marketing framework. If not, somebody might be growing and stealing at your expense.

SIX SIXMA FOR SMALL BUSINESS

2007-12-03T00:01:00.000-08:00

In any business, there are crucial decisions to be made about pricing, product, sales, accounting, marketing and hiring.

Larger organizations rely on teams of employees and consultants who pool experience, knowledge and resources to make the business decisions that impact the company's operation and growth.

Small business owners rarely have that luxury. Entrepreneurs are typically the sole decision-makers, wearing many hats and solving problems through trial and error. Their personal investment in the business makes it challenging to base decisions exclusively on facts and data, rather than emotion.

Taking a page from the corporate playbook, however, small business owners can use a proven, problem-solving methodology that results in greater efficiency and profitably.

Six Sigma for Small Business can reduce mistakes and waste, uncover hidden costs, streamline processes, improve overall quality of products and services, and increase customer satisfaction.

Why You Should Care About Six Sigma
Small business owners often discount Six Sigma because they think it isn't applicable to their business. In reality, the methodology can be applied to nearly any chronic problem or "defect."

One example: The owner of a seafood restaurant often advertises an all-you-can-eat special on crab legs. Half the time, however, he runs out of crab legs before the end of the evening. That same owner regularly throws out pounds of spoiled food. Both incidents represent defects that can be eliminated or significantly reduced using Six Sigma to define and measure the problem. The solution is buried in the receipts and sales data over time. We know how many people are coming to eat, we know how much inventory is consumed, but the owner does not numerically associate the inventory input to the output over time.

The list of potential problems is endless and different for each business. What all have in common, however, is the negative impact on a company's bottom line. Every mistake or problem results in waste, a loss in terms of time, customer satisfaction or money and, ultimately, profit. Time is perhaps a small business owner's most precious commodity. Exerting time and energy to address recurring problems is inefficient and compromises profit. Likewise, unhappy customers can cripple or close a business, since small businesses typically lack the variety, resources or volume to overcome a dearth in customer satisfaction.

Six Sigma shows small business owners how to ask the right questions and uncover and eliminate waste and defects that may be erroneously accepted as part of the processes and considered a normal "cost of doing business."

Implementing Six Sigma
The heart of the Six Sigma methodology is DMAIC: define, measure, analyze, improve and control. The best project is the one that will provide the maximum payback. To find it, business owners must consider the probability of success and the effort required in terms of resources and time in relation to the return on investment. A good rule of thumb is to select a project with a low ratio of effort to impact.

Let's use our seafood restaurant and its spoiled food as an example. (Running out of crab legs during the all-you-can-eat buffet is a different problem, also solvable using Six Sigma.)

Define: During the past six months, the cost of spoiled food was $38,375.67, an average of more than $6,000 per month. The objective of this Six Sigma project is to reduce this "defect" by 50 percent, achieving a cost savings of $3,500 per month.

Measure: Using receipts, stock levels and purchasing records, we ensure that these records accurately represent the continuous level of waste. We perform a "measure system analysis," which compares what was ordered by the owner to what was purchased by the customer, and repeat this comparison for the past two months. You may find that some records were recorded in error, but now we have a measurement system that is repeatable. We have our problem definition, the defect being the cost of food not consumed by the customer that spoiled per week; and we have our business metric: wasted money on inventory.

Analyze: We define a metric by analyzing the data, from which it can be determined that 75 percent of the wasted dollars is coming from two sources: beef and high-end fish products. We further determine that of that 75 percent, the fish products accounted for 80 percent of the problem. We verify that the source of information is repeatable for the past eight weeks, and the receipts confirm that is, in fact, the case.

During the analysis phase, additional defects may be uncovered, such as order delivery times being longer than they should or a short supply of crab legs, thus accounting for the shortage of crab legs during the all-you-can-eat specials.

Improve: We have determined that for three foods--beef, high-end fish and crab legs--the amount ordered doesn't match the consumption rate. Therefore, an 80 percent reduction in the ordering of the slow-consumption foods--the beef and the fish--will yield a savings of $3,800 per month. Increasing the amount of crab legs ordered lowers opportunity costs by having a supply of crab legs that meets demand during all-you-can-eat specials.

Control: To prevent recurrence of defects, we track our shortages and overages and place "threshold spending amounts"--maximum amounts spent based on inventory--on each major food category. A graph of the previous day's orders and shortages or overages is created daily, with results reviewed weekly. Based on end consumption rates, an action plan is put into place, including such components as a more accurate buying guide and menu adjustments. The "test" of the action plan are the customers voting with their wallets.

Key to consistent growth and success for any business is the ability to monitor changes, spot problems and opportunities first, then act accordingly. It's tempting to react impulsively or emotionally when faced with a business decision. However, maintaining long-term, reliable growth requires well-developed methods of tracking business goals related to factual income, expenses, growth and quality.

Just as entrepreneurs don't stop tending to their businesses once they are established, neither does Six Sigma stop with the completion of a project. It is vital that small business owners maintain momentum by picking new projects, creating new deployment teams, committing additional and new resources, and continually improving businesses.

NETWORKING TIPS

2007-12-01T09:48:00.000-08:00

Stressed out because you can't find time to network?

Don't worry. Let the networking time come to you.

Now that we're past the seasonal rush that seems to make our schedules so crazy from late November to New Year's Day, we should have plenty of time to act on our resolutions to "develop more meaningful relationships" in the new year, right? In our dreams. We're still as busy as ever.

So how can we build more relationships, when we already have so many things competing for our time? We're constantly on the go just to keep up with work, family, friends, and perhaps children. Not to mention all the things that just keep coming up such as taking the car to the mechanic, going to the dentist, or spending an afternoon at the social meeting.

If you're stressed-out because you can't fit in any time for "networking," my advice to you is ….. Don't. That's right. Don't even try to squeeze in extra time. Instead, focus on meeting people more often during the things you already have to do. This way, you can relax and let that "networking time" come to you.

Before each of your daily activities, just ask yourself, "Could this be an opportunity to meet someone new?" That's what my friend did when he used to work out at the Harvard Business School gym. And he got more clients for his coaching practice there than from anywhere else.

Also, don't forget those interruptions I mentioned earlier , such as taking the car to the mechanic, going to the dentist, or spending an afternoon at the social meeting. No matter how miserable those experiences have been for you in the past, they can be great places to make new connections. In the waiting rooms, people are sitting right next to you! You have a built-in conversation starter because you have something obvious in common with everyone there. Okay, so what if you end up talking to a couple of soccer moms or others who might not be on your target contact list? Nothing lost. They might know people who are on your list. Worst case, you struck up a nice conversation that made sitting there a bit less painful, and you practiced your all-important audacity skills that you can use next time at a business conference.

The greatest thing about this little networking plan is that it requires no (extra) time at all. It does, however, require a little bit of guts. And the more guts you have, the more you'll meet success.

Try it and it will pay off!

EFFECTIVE ONLINE MARKETING

2007-11-29T17:27:00.000-08:00

Want to leap to the front of the pack ?

Get your voice heard above the online din as you get your business started.

Lolita Carrico, founder of Modern Mom, turned her online momcentric guide , which includes articles, product reviews and advice .... into a must-visit destination on the web. Since founding the company in 2002, Carrico has seen it grow 200 percent each year. Today, modernmom.com has about 115,000 newsletter subscribers and attracts about 500,000 unique visitors every month.

Carrico, a former PR executive, used her expertise to get the word out about her company. She cross-promotes with companies like Liz Lange Maternity and Stroller Strides that share her target audience of hip, urban, sophisticated women to help grow her community. "What has been extremely successful for us is partnering with not only other online companies but also brands that are off-line to reach that audience."

Knowing your target audience is the first step to linking with like-minded sites. Then choose how you want to market it . You can use blogs, e-mail blasts, newsletters or podcasts. It's about consistency. For you to stand out, it takes seven to nine times for them to see you and then it has to be something that really speaks to them. Use your online presence to be conversational and interactive. Update your blog two to three times per week, and position your company as an expert in your industry.

Carrico has certainly positioned Modern Mom as the expert in its field. Moms seek out the company's site for information on beauty, parenting, fashion, fitness, health and more. She has also earned a ton of press coverage and estimates 2007 sales to reach $2.4 million.

The key of success is simple. In order to create a website that resonates and attracts repeat traffic, you really have to have a connection with your audience.

MARKETING BUDGET

2007-11-27T22:20:00.000-08:00

Marketing isn't just an expense, it's an investment. Often , businesses spending an incredible amount of money on marketing but yet generating with very little return.

How to overcome this ?

The key is to market smarter and fully utilize your marketing budget.

Throwing money at high-dollar advertising venues doesn't provide an automatic customer base. Consistency is the key to any marketing program and to do that, businesses need to know how to stretch their limited amount of funds.

Here are ways to stretch your marketing dollars and increase your bottom-line profits :

Use free publicity.
It costs you nothing and builds credibility and awareness. So look for opportunities to be involved with community activities.

Giving Speech.
Every organization is looking for speakers for their monthly meetings, so offer to share your knowledge with them. You'll get exposure to groups as an expert and meet lots of new people who might be potential clients.

Writing.
Write articles for newsletters, newspapers, industry journals and your own website. Sharing information builds name recognition, which helps bring in clients.

Website.
Create a website. Websites are a must. You're missing a great opportunity if your business doesn't have a presence on the web. It's a very cost-effective way of letting people know about you and your products and services.

Partner with others.
Look for businesses with complementary services to create cooperative advertising campaigns so that you have a pool of dollars.

Get involved with organizations.
Look at ways that you can get more involved in the organizations you already work with. This helps build your name recognition by being involved on committees.

Networking.
Networking is the most effective way to meet people. People like to do business with others they know. Networking takes very few dollars, but it does take a time commitment because you must be consistent in your networking efforts.

Marketing is an important part of any business operation. The challenge is finding cost-effective ways to get your name out without going over your allotted budget. Strategic planning is important so that you have a purpose with each marketing dollar you spend. Some people will just randomly select marketing activities, which is a huge waste of dollars. Creating a marketing plan that incorporates the above seven tips will help you have a focus and a variety of venues to reach existing and potential clients and keep your financial picture on track.

FRANCHISING

2007-11-25T08:54:00.001-08:00

While many people who have become franchisees are more than pleased with the results, others have been disenchanted by the dynamics and realities of franchising.

Below are common mistakes made by entrepreneurs who have elected to become franchisees.

Not being suited for franchising.
Self-evaluation is one step that too many franchisees neglect to consider. Unlike opening a business of your own, buying a franchise means becoming part of a larger organization and adhering to guidelines and structure. If this is not a concept with which you are comfortable, then do not consider franchising.

Not knowing enough about the product.
What's to know? Those three very dangerous words have gotten franchisees into situations that they were not prepared for. Whether it is fast food or any other type of product, you need to know all about what you are selling and feel comfortable selling it. Due diligence is a key step before actually buying a franchise.

Not talking to other franchise owners.
Many people have opened a franchise because they knew someone who did it and made it work. You need more than that to give you an idea of what franchising is all about. You need to talk with several franchisees and get their opinions before investing heavily in a business that may not be right for you.

Underestimating the costs.
Too many franchise owners prepare only for the initial outlay of money but do not adequately plan for the ongoing financial needs. Do the math beforehand. Make sure you have a detailed budget not only of startup costs but also of operational costs for at least the first three years.

Failure to read the franchise agreement carefully.
This should be obvious, but in the excitement of the moment, many people skim over important documents. This is huge mistake. Do some research ahead of time so you know the standard elements of the Uniform Franchise Offering Circular (UFOC).

Failure to have adequate legal counsel on hand.
Franchise agreements are long and include a significant amount of detailed information. You should find an attorney who is familiar with such franchise agreements. Too often, franchisees sign documents they do not fully understand.

Not getting everything in writing.
Company sales reps tell potential franchisees all sorts of wonderful things about the workings of the company. While hyping the company is part of the job, remember to get any promises in writing.

Not assessing the competition carefully.
Many franchisees assume that the franchising company would open a location in a certain area only because they know it will be a success. This is not the case. It is up to you to evaluate your competition and plan your competitive strategy.

Underestimating the time commitment.
Just because a franchise is part of a larger company does not mean that you will have less work to do. Yes, it is advantageous to start with a recognizable name, but you still have a ton of work ahead of you to start up and run the business. Make sure you and your family are behind such a commitment.

Lack of marketing.
Franchise products do not sell themselves. Product recognition is a plus, but your customers also recognize the products of competing franchises. While the franchise company will help market the product, you need to do your share of local marketing and promotion as well.

BRANDING

2007-11-22T23:48:00.000-08:00

Many small businesses are good at pursuing a relationship with customers, but they aren't as good at nurturing it.

Nurturing a relationship allows you to reinforce your brand and increase brand loyalty. This also helps you weather the storms of increasing competition. For example, your competitor may drop its price, but your customers will remain loyal to you. Furthermore, small businesses have a "leg up" over large competitors because they're more flexible and personalized to the individual customer. Many entrepreneurs assume branding is expensive. But reinforcing your brand doesn't need to cost a lot.

Here are the easy and inexpensive ways you can boost your brand :

Create an affiliate program.
A good affiliate network allows you to grow your e-business efficiently and affordably, channeling additional traffic to your site without the expense of pay-per-click advertising. Provide your affiliates with links and ads that carry your branding message.

Start or contribute to a blog.
Look for a highly trafficked and searched blog in your industry, then write and post relevant articles about your business. Let your personality shine through in the tone of your writing.

Print your logo on labels/stickers and place them on all communication with customers.
Stickers appeal to our tactile nature and add interest to just about anything. They don't need to be fancy, but they should feature your logo and colors.

Attach your tagline to your e-mail signature.
If you don't already have a tagline or motto that communicates a key difference between you and your competition, create one and consider trademarking it.

Print your logo on an inexpensive premium like a hat or golf ball.
The more memorable the item, the better. Distribute your premium on every sales call, to customers, prospects and even suppliers. Buy in bulk to reduce costs.

Start an e-mail newsletter for your customers and prospects.
Include your own articles and link to other pieces related to your industry. This is a great way to keep your brand in front of customers and prospects regularly.

Offer your expertise to media publications that are read by your target customers.
Make yourself available as a source for upcoming stories related to your business. Or, write an article and pitch it to target publications.

Visit your clients.
Visit your clients around holidays , leaving them a holiday-themed surprise with your logo on it. Use the stickers you print to customize the treats you choose. This one takes some creativity, but a little candy can go a surprisingly long way.

Follow up.
Follow up with customers to thank them for their business and get feedback on your product or service. Call, e-mail or visit current customers as often as time permits.

Ensure that all your promotional materials match one another graphically.
At the very least, your business cards, stationery, signage, packaging, brochures and website should all feature your name, logo and tagline consistently.

At its core, branding is about building trust with your target audience. This takes time and consistency, but not a huge advertising budget.

HOME BASED BUSINESS

2007-11-21T17:12:00.000-08:00

They roll out of bed in the morning and head off for work--still in their pajamas. They work from their dining room tables, stock inventory in their cupboards and arrange meetings in the lobbies of their local hotels. They set their own schedules, jog on the beach during their lunch breaks and give out their house keys to employees across the city.

This is what life is like for Andrew Aussie, co-founder of Honest Foods, a natural foods company; Stacey Roney, founder of Beauty on Call, a staffing agency for the beauty industry; and Meg McAllister and Darcie Rowan, co-founders of McAllister Communications, a PR firm. Using their homes as their headquarters, these entrepreneurs, along with a growing number of others, are running successful businesses without even stepping foot outside their front doors.

A February 2004 study by the Independent Insurance Agents & Brokers indicates that approximately one in 10 U.S. households operate some type of full or part-time home based business. And these businesses are more than holding their own. A May 2006 study released by the SBA's Office of Advocacy reveals that America's home based sole proprietors generate $102 billion in annual revenue.

As it grows in popularity and profits, home based business is being perceived in a much more favorable light. According to Beverley Williams, a home business advocate for the past two decades, running a business from home was once frowned upon or dismissed as a hobby for moms seeking extra money. Now, home based business is widely accepted and is attracting both men and women.

Aussie, Roney, McAllister and Rowan learned from experience and mastered the discipline. Here, these successful entrepreneurs open up about the ins and outs of running a business from home, including how to ward off loneliness, set up shop, deal with zoning laws and insurance issues, bring employees into the home and project a professional image.

Making the Transition

Deciding that the quality and taste of their brand was more important than the luxury of their workspace, Aussie, 39, and Mark Oliver, 58, decided to launch Honest Foods in April 2006 from Aussie's Del Mar, California, home. This gave them the freedom to invest the majority of their startup capital into two years of research and development, but it also meant a major adjustment for Aussie, who had been used to a very social office environment.

For 11 years, Aussie had worked in sales and marketing for Kashi Co., where he led a team of 12 people and was surrounded by 60 to 70 coworkers. During the transition, Aussie had to figure out how to recreate that social stimulation from his home office. He relies more than ever on phone and e-mail to stay connected with others, regularly arranges in-person meetings with vendors and suppliers at his home or a local restaurant or coffeehouse, and has even thrown parties for his ex-coworkers. "I thrive on camaraderie and social interaction, so it has been key to realize that it's now my responsibility to set that up," says Aussie. "I set up a lot of lunches and gatherings that maybe I wouldn't have set up before as a way to bring some more social interaction to my daily experience."

Combating loneliness is one of the top challenges facing homebased entrepreneurs, according to Williams and Paul Edwards, author of numerous books on the topic, and co-author of The Entrepreneurial Parent: How to Earn Your Living and Still Enjoy Your Family, Your Work and Your Life. Williams recommends seeking out the services of the local chamber of commerce or other small-business groups. These can offer good support networks as well as serve as invaluable resources of information.

Aussie also has learned that when not in the same office, over-communication is key in keeping everyone on the same page. Information, which is so effortlessly transmitted in an office setting through impromptu meetings or nonverbal communication, isn't always transmitted as accurately among Honest Foods' independent contractors who work virtually from their homes. "It means following up in writing, following up with voice mail, sending another e-mail, sending out reminders, doing all those weekly meetings," says Aussie. "These may have seemed superfluous in the office setting but are absolutely critical in a home office."

Another transition you'll have to make is equipping your home office, rather than relying on your IT guy to make all the decisions. Scrimping and saving is good, but even a home office needs a minimum investment in terms of equipment. As tempting as it may be, Edwards advises resisting the urge to go all-cellular or depending just on Skype and instead recommends equipping the home with at least one landline.

Aussie recycled his father's office equipment, furnished his office with hand-me-down furniture but made sure his copier is high speed, his phone has a speaker on it and his computer is top quality. Says Aussie, "People may underestimate the need to make that kind of investment in your home office."

Setting Up

Honest Foods is flourishing with year-end sales projected to reach $1 million and product already on the shelves of major natural food retailers, including Whole Foods Market and Wild Oats Markets. This success might be partially due to the physical setup of Aussie's office. He runs the business from a separate room in the house dedicated as his office space to keep his work life separate from his family life. It may seem trivial, but separating family life both spatially and time-wise is crucial, according to Edwards, who recommends using a screen or a divider if a separate room can't be spared.

Other key questions you should consider before choosing where to set up office: Does it interfere with the family foot traffic, and does it offer the solitude needed to work? A little planning beforehand could greatly affect the productivity of the business.

Aussie has learned he works best by shutting everything down and closing the door to his office at a set time each day. Work schedules will differ according to the preferences of the entrepreneur, but no matter how you operate best, Edwards strongly recommends setting goals for each day, so the business continues to move forward despite the hundreds of distractions that can occur daily.

Heeding the advice of experts regarding the physical separation of work life from home life may be an ideal to work toward, but sometimes a company's growth can make this a physically impossible task. Roney, 38--along with her husband, her Beauty on Call business, seven employees and three interns--just moved into a single family home, where one whole floor and two spare bedrooms will be devoted to work space. This is quite an upgrade from their three-bedroom condo, where the work flowed out onto the kitchen table. From her Chicago home, she works with almost every cosmetics company and has more than 500 freelancers nationwide.

Roney expects 2007 sales to approach $1 million and plans to hire four more employees this year, which means her business might even outgrow her new single family home by next year. Roney plans on holding out from moving into an office as long as possible. "By eliminating that overhead, we're able to be more profitable, so I can hire more staff," says Roney. "Anytime we bring on more business, I'd rather use that money to hire an additional employee or pay my existing employees more money and also offer competitive pricing to my clients."

Roney loves working from home and has passed on the advantages to her employees. There's no dress code, and they all wear slippers; her employees complete 40 hours of work per week but have no set schedule. At least once every week, Roney prepares lunch for everyone. "Our home is their home, and they all have a great relationship with my husband. They feel very comfortable here," says Roney. "It's like family."

Entrepreneurs Who Need People

Roney's relationship with her employees is based on trust, but how does she go about finding people who merit that trust? Roney admits she hasn't always chosen correctly, but she has learned to look for certain qualities in potential employees, such as an entrepreneurial spirit and self-motivation. She also has started working with people initially on a freelance basis, so she can get to know them before hiring them full time.

Bringing employees into the house is a big step that needs to be considered carefully. It's a decision Aussie is currently struggling with, as he isn't entirely certain how comfortable he would be sharing his house with an employee. Ultimately, though, the decision might not even be one for the individual entrepreneur to make. Edwards warns that it could present conflict from a zoning standpoint. "This is where you really have to check your zoning, because if you live in a common interest development, [having employees] can create parking problems and get you into hassles with your neighbors," he says.

You can't be too careful when it comes to zoning restrictions in general, warns Williams, who recalls several instances where individuals lost their businesses due to zoning violations. "You cannot assume you can do whatever you want in your own house," she says.

To find out what's permissible, you should start by determining if a homeowner's association governs your residence. If so, you should carefully examine the covenants and restrictions. If not, inquire at City Hall or the county's Department of Economic Development or Department of Licenses and Permits.

Williams also warns entrepreneurs to purchase appropriate insurance for their businesses, as homeowner's insurance rarely covers home businesses. "Talk to an insurance agent, preferably an independent agent who can take a look at all different kinds of programs from different companies and find the best one," she advises.

Staying Professional

While the perception of home based entrepreneurship has improved significantly, it may still be wise to keep the fact that you're working from home under the radar. "Despite the percentage of people approving of this now, you'll run into some people who will have a problem with it," says Edwards. "The best policy is to not make a point of it--not lie about it, certainly--but for all purposes, to create a business that doesn't have a geographical identity."

Being in the PR industry, where perception is important, McAllister, 43, and Rowan, 39, tried having an office when they first launched the company in 2001. Located in Toronto, the office was on the same street as the "big boys," but when the rent and the taxes went through the roof, they realized perception shouldn't have to come at such a high price. So they moved the business out of the office and into their respective homes--McAllister's two-bedroom home in Toronto and Rowan's New York City apartment--and thereby cut their expenses in half.

To compensate, they found alternative ways to maintain the level of professionalism their clients require. They work with a web hosting company so they and the approximately 10 independent contractors they work with all have a similar e-mail address; they partnered with a local The UPS Store franchise to handle all their bulk shipping needs, which relieves the impact their business has on their homes; and they use a conferencing service so they can both speak with clients via the phone. In addition, they researched all their local hotels and coffeehouses to find the best locations for meeting with clients.

"An increasing number of hotels are offering coffee service and free internet connections in the lobby," says McAllister. "So it behooves you to do a little research and find the places closest to you that keep with the image you're creating, the service you're providing and the industry you're working in, so you're never left scrambling."

McAllister and Rowan are projecting their annual billings to hit $500,000, but they have reaped more than just profits by keeping their business in-house. By setting up a virtual office and inherently trusting one another as well as their independent contractors to remain focused on the overall goal of the business, they have replaced office politics and rigidity with a commitment to be disciplined and work as a team. McAllister says, "Being outside of the four walls has helped us to create a company that is more solid in terms of the way people work together and feel about each other and the work they do than being within four walls ever could."

INTERNET OPPORTUNITIES

2007-11-16T03:38:00.000-08:00

The entrepreneurial edge. We've seen it in action and we know what it represents. The ability to respond quickly to opportunity. To see trends before they leap into front page fodder. To seize and run with new technology before large and lumbering competitors wake up and smell the skim decaf latte.

It's an instinct and behavior that's true most of the time. But puzzlingly, I don't see it happening in the hot and buzzy area of Internet marketing --specifically, as it relates to two distinct areas: search marketing and rich media.

Search marketing, of course, is the practice of using keywords and other terms to drive Web surfers and Web seekers to your site. It's the phenomenon behind Google's monumental market cap and the holy grail of one-to-one communication: Someone raises their hand and says, "I am interested in learning more about this subject, or this product category, or this service area." No more qualified, valuable prospect exists on the face of this ozone-depleted, fossil-fuel dependent earth.

So why aren't enough small and mid-size businesses getting into the game? Of course, there are cost factors involved; it's often a bidding situation, and the price of the paid search listing has to make ROI-sense. But I don't think cost is the issue, but rather a lack of familiarity. A quick scan of the current Inc. 500 reveals very different levels of search marketing sophistication. The number one and number two companies, American Biophysics and Under Armour Performance apparel, rank in the top five listings on Google. Proflowers also does well.

But they appear to be the exception. Aegis - number three -- an assisted living provider, doesn't appear when you enter "assisted living" as a keyword on the search engine. Cross Match, number five -- a company involved in the hot security area of biometrics, is invisible when both biometrics and fingerprints - is not entered into Google. Floorgraphics, number eleven, also doesn't pop up under the logical search term "floor advertising," and, finally, Tesoro, a metal detector business listed at number twenty-four, is undetected when "metal detector" is Googled. I could go on.

All businesses need to register words related to their names on Google, especially small businesses, as Google offers a trusted environment to cut through the clutter. And with the emergence of geo-targeting, companies who compete on a local or regional basis can still use search engine marketing effectively.

Securing a pre-eminent search position isn't all that complicated. We do it at our company (shameless plug department), but we're not alone. Jason Heller at Mass Transit interactive is one company that handles search engine marketing for clients.

The second online marketing opportunity that entrepreneurs need to grab is rich media. While traditional banners are declining in use as an advertising vehicle -- they're boring and uninspiring -- rich media is booming. "Rich media" describes a range of more sophisticated and involved online advertising formats - messages enhanced by sound and motion, by interactivity, by pull-down menus, or other multimedia options. Sometimes, rich media units float or "take over" a page, as with the industry-leading, innovative messages made available from PointRoll.

These kinds of advertising units are the future of the medium. All the research I've seen says that they capture attention, are persuasive, and can be potent brand-building tools -- as well as capable of generating clicks and conversion. In a world of multi-tasking and fragmented attention spans, rich media is what it takes to glue consumers to your message.

Rich media is growing by a factor or more than 20 percent per year, and it's the big boys who are driving it: HP, Pfizer, Ford, Pepsi. As with search marketing, entrepreneurial, growing companies seem to be lagging. Time is a-wasting for them to get really smart, really fast about building their brands and generating leads online.

I'm not sure why the traditionally slow-to-react big companies have grabbed the lead here. Perhaps smaller companies are still allergic to online marketing as a delayed reaction to the Internet bubble. Perhaps they don't recognize that there is no more efficient and effective to target customers in niche markets. Used strategically, it's a way to wield the same old entrepreneurial edge, in a whole new medium.

BRINGING USERS TO YOUR SITE

2007-11-14T17:49:00.000-08:00

Everyone who runs a Web site wants to climb his or her way up the results of a Google search, but that can cost no less than thousands and up to millions of dollars.

So what do you do if you have little-to-no online advertising budget and can't fly banners all over the Internet to let the "right" people know you're out there?

Rest assured, the Internet remains a friendly place for small businesses even so, with many options available to boost traffic and, naturally, sales.

But first, beware: There are plenty of tricks on offer that will help get your brand out to the public cheaply, but that doesn't make them good ideas. Just as making the front page of the newspaper because you were arrested will indeed make you well-known (though for the wrong reasons), the same can be said about some types of online marketing.

We've all been spammed to know that, sure, you may reach a lot of people. And yes, they may get to know your site's name - but they probably won't like it. Instead, align your brand with a thoughtful strategy and you'll win over customers.

To guide you through the available choices for saving money without blowing your reputation, here are some don'ts and do's from experts in the field. In some cases, the don'ts-and-dos of online marketing are slight variations of each other, underscoring the fact that achieving success comes with patience and hard work, not a catch-all-cure-all.

Don'ts

Because the Internet is such an expansive place (Google searches more than 4 billion Web pages), it seems like plastering your name everywhere would be a good way to catch all users wherever they might be. Wrong, say our experts. You want to attract people who want to be at your site and who might actually buy something. Don't trick people into coming to your site. Deception might get people to land on your home page, but it can just as easily land you on a search engine's blacklist. "Don't cheapen yourself," said David U. Simon, founder of the consulting group Revenue Engines (link) and former head of promotions for Yahoo! Here are a few ways to avoid that trap:

Don't be a Spammer
That's Rule No. 1, according to Rick Bruner, an Internet marketing consultant and researcher for Executive Summary . "You need to have people's permission before you email them, because they make a clear distinction between what they sign up for and what's simply sent to them," he said. Being overaggressive can damage your brand when you're trying to build it.

Don't "link swap" for the sake of sending out more links
Search engines like Google favor Web sites that have lots of direct links to them, so it's tempting to make "I'll list you, if you list me" deals. Associating yourself with relevant sites is great, says Bruner. But you should contact them directly and politely, not through a form letter e-mail.

Don't run contests
Contests and giveaways might draw a lot of traffic through search engines, but it's probably not the kind you want: freeloaders. Offering these enticements to an existing client base is one thing, but as Bruner puts it, "It's not 1999 and you aren't going to grow your traffic that fast."

Dos

Focus your efforts on reaching the places where the people you want to reach go. This will require some legwork, but it will save costs and, in many cases, will be a one-time effort.

Do get listed on directories
This is paramount, says Bruner. Yahoo! and DMOZ.org are good places to start. Getting listed on Yahoo! can be cumbersome, because of its time-consuming review process. This process can be expedited by paying a roughly $200 fee, which, if you are serious about doing business online, is worth it, according to Bruner. DMOZ is free and updated by volunteers. Browse the categories on both sites first to see where your business fits best.

Do keep SEO in mind, but don't obsess over it
SEO stands for "Search Engine Optimization" and refers to how well your site is picked up by search engines. "Everything you write on your Web site, you should be thinking about how it will be picked up by the search engines," said Bruner. That said, don't obsess over your meta tags, or the keywords in the title page that the engines pick up. "If you try to get into the Top 10 of the search in your market every time, you'll never sleep," Bruner quipped. Your Web designer should be able to help you with the tagging that works best and also check out searchenginewatch.com and webmasterworld.com.

Do consider text advertising
Text advertisements are simple text links, as opposed to graphic banners. Text links are cost effective because sites don't charge as much for them, and they also allow you to cut out any design fees. Based on Simon's research, text links do very well. Plus, their straightforward nature will help you avoid doing anything underhanded to gain viewers.

Do get involved in the online community
If you have a product or service that is going to appeal to a certain group, get on discussion boards where those people hang out, says Bruner. Don't just peddle your wares, but make sure you're adding some value to discussion. Make yourself a trusted source and expert.

Do get your visitors to submit their e-mail addresses
"You want to convert the relationship with the visitor into one you own and that you don't need to buy," said Simon. He recommends an engaging series of questions, starting with some real "softballs" to make visitors more comfortable. Also, make it clear how you are going to communicate with them, whether it's going to be weekly, monthly or whenever you have special promotions. Bruner says the "double opt-in" technique, in which you send an email confirming the visitor's enrollment, is preferred by customers.

Do analyze your traffic
"You can't improve what you don't measure," said Bruner. There are places like sitemeter.com that offer packages for as little as $20 a month.

Do your research
If you don't have the money to get linked up with the hottest sites, find out what other sites appeal to people in your market, says Simon. "These are places that need you as much as you need them," noted Simon. "In turn, you can customize your campaign to their site." Along the same lines, you need to know what's hot in general. There are lots of free sources out there that can help you get the pulse of what's going on and where it's happening, such as the Yahoo! Buzz Index .

Do put your Web address in your signature
Putting your Web site's address in all of your e-mails and online posts is simple yet effective. Don't underestimate it, says Bruner.

Do educate yourself
"Invest in educating yourself about online marketing," said Bruner. "Make it a continuing education." He recommends buying books, subscribing to newsletters, getting involved in online discussions and attending conferences.

These tips will help save money and build your business, but keep in mind that it all starts with a good Web site that is updated frequently and offers a safe and secure environment for your visitors to do business. "The Internet is a meritocracy," said Bruner. "The cream does rise to the top."

SEARCH ENGINES

2007-11-11T03:40:00.000-08:00

Do you know that there are search options beyond Google and it is not only Yahoo and MSN.

Vertical search is on the rise, and whether you're looking for business products, services or information, or a new place to advertise, vertical search sites can benefit your company.

When we speak about an alternative search engine, we're speaking about something that's extremely industry-specific and very niche. It's pin-pointing, accurate and only going to be for that topic you're searching for, rather than having to scour through the billions of search results you'll get on a mainstream.

The same logic applies when determining where to spend your search engine marketing dollars. If you sell a general consumer product, Google may be your best bet. But if you're looking for highly targeted business purchasers, it may be wise to go vertical. You will get a much more relevant user, a much higher conversion and a much better return on your investment. User traffic might be a little less, but the visitor is highly more qualified.

Here are some vertical search engines that are useful to any business owner. Be sure to research your own industry, however, for more specific verticals that can hone your searches or boost your advertising ROI for business customers :

TopTenWholesale.com
One of the biggest hurdles for new retailers is finding wholesale merchandise to sell. TopTen place all those product sellers in one place so that when you search for shoes, you receive wholesale results, not Zappos.com. The site also offers news, a blog, directory listings, forums and classifieds, that create not just a wholesale search site, but a wholesale portal.

ThomasNet.com
ThomasRegister has been a leader in the business information field for more than 100 years, and ThomasNet.com is the place to go if you're in the market for industrial and manufacturing goods and services. This robust site allows you to search by product/service, company name, brand name, industrial websites or CAD models. You can narrow your search by U.S. state or Canadian province. Browse by category, download 2D and 3D CAD models of mechanical parts, and even download a search plug-in for your Firefox browser.

FindLaw.com
Both FindLaw.com and Lawyers.com serve the same primary functions: They allow users to search for attorneys by location and specialty. But FindLaw has an easier-to-use interface, making its extra information quicker to find, such as the free form examples, free full-text books and legal dictionary. Both have general search functionality, message boards and blogs, but again FindLaw.com wins us over with its small business section.

USA.gov
The government has a labyrinthine web of sites, and if you're looking for information, it's easy to get lost. This all-things-U.S.-government portal/search engine has a tab specifically for businesses and nonprofits, and you can browse by topic. By far, the most helpful area in the business tab is Get It Done Online, an area with links to business necessities that, yes, you can take care of online.

IT.com
Rather than offering a plain vanilla directory or just one basic search bar, IT.com provides several tech-oriented search options. This includes product and service categories (enterprise networking, open source, product development) or industry solutions (government, SMB, financial markets). The interface takes non-tech folks into consideration as well; each search choice has a roll-over with an explanation of the terminology. In the main search bar, you can choose to search for news, companies, white papers or webcasts.

Zibb.com
Reed Business is one of the leading vertical publishers with more than 200 business titles. Zibb.com is the company's new online venture, a vertical search service for business that offers not only websites and blogs in the results, but also Reed Business content. This site has a strong UK bent to its information, but it's one to keep an eye on because of its strong news element along with the typical search results and directory listings.

VerticalSearch.com
VerticalSearch gets super meta as a vertical search engine for vertical sites. The homepage offers pre-determined categories, but you also can choose your own keywords. Results pages offer feeds of headlines and research papers, and you can choose to pull an RSS feed from any search that you choose.

SearchFinance.com
This site bills itself as the "search engine for financial executives," making it quite the portal for corporate finance. While search is front-and-center, there are a ton of browsing options: blogs, podcasts, events, webcasts, magazines and alerts. Search results are particularly impressive. Directory matches pop up first, but you can also scroll over the results sources for more information on a particular company and choose to remove any "commercial" sources from your results.

Yahoo! Local
This site is the most consumer-oriented of the bunch, but a recent redesign with a focus on vertical categories makes it worth a look. Yahoo! Local has broken out of the restaurants-and-nightclubs city guide mold to offer a number of business categories like health and beauty, automotive, and real estate--useful information whether you're looking for professional service vendors in your neighborhood, a new bistro to take a client to, or a local advertising solution for your business.

Melissa Data
This is a slight fudge on our part as this site is more of a new customer enticement for data service provider Melissa Data than true vertical search, but there are so many free search options, it may become a favorite on your bookmarks. You can search for basic demographic and market data, maps and mailing information, statistics or specific data like SIC codes. There's a daily limit to your number of "lookups," so unless you subscribe, you'll have to curb your information appetite.

BLOG

2007-11-09T18:16:00.000-08:00

Many entrepreneurs are looking for cost effective and free ways to spread the word about their business. One of the most effective ways to do this is through blogging.

What is a blog?

Even though blogs are becoming extremely popular, the concept is still developing. So why use a blog? For one, it can drive traffic to your site. If you have good content on your blog, people can learn from it and then find out about your company. Get clients to post testimonials or share their experiences with your product or service. A good blog can make your company more approachable and more real to your potential clients. And it can increase your website's search engine rankings.

If you're trying to reach out customers especially womens, a blog may be the perfect tool. A 2006 study by Johnson & Johnson found that 83 percent of moms spend their free time on the internet and one-third get support from other moms online. Advertising Age says that blogs are becoming a valued word-of-mouth network for mothers. Emarketer.com says that if a mom isn't writing a blog, she's reading one. Every day more than 1.6 million blogs get updated and 175,000 new ones get started.

If you looking forward to start your own blog, there are a lot of platforms that you can consider. You may consider some of the blogging provider below to get you started :

WordPress.com
Blogger.com
Blog.com
Vox.com
MovableType.com

Starting a blog is actually quite easy.

Just follow these steps :

Find a blogging provider like those mentioned above.
Personalize it using their templates and your images.
Decide what you want to post or write about.
Publish the blog by putting the URL on your site.
Be consistent. Keep people coming back by regularly posting new information.

Even if you don't have a blog, there are big benefits to visiting other blogs. A blog can help you learn about other products or services that may help your business. Some blogs will give you the opportunity to reach out and speak with other blogger in your same position.

Whenever you have the opportunity, post on other blogs. Every time you get your company link online, you can increase your potential for search engine rankings. Of course, make posts only where appropriate. You can find plenty of personal and business blogs where it would be relevant to share information about your company.

There's a lot of great information out there about starting and marketing your blog.

So, don’t just visiting and reading other people blog. Create and start you own blog now.

THE BASICS OF OFFSHORE INVESTING

2007-11-08T00:45:00.000-08:00

While there is nothing inherently illegal or hazardous about investing outside your home country, offshore investing should be approached with caution. The benefits can be tricky for a small investor to realize, the risks hard to calculate, and the potential for fraud high.

The main reason people used to invest offshore was to avoid high taxes in their home countries. For residents and citizens of the United States, there's no longer the tax advantage there once was. Since 2004, the U.S Internal Revenue Service (IRS) has been collecting taxes from U.S. corporations that are based in other countries and from U.S citizens and residents who make money from offshore investments.

And in July 2005, the European Union Savings Tax Directive took effect. Under it, banks in EU nations are required to give information about investments and their earnings to the tax agency in the investor's home country. If you want to keep your investment details secret under the directive, you can agree to a withholding tax. But the tax is nothing to sneeze at: 15 percent for the first three years, 20 percent for the next three, and 35 percent starting in 2011.

Many notorious "tax havens" that are not members of the EU have also agreed to abide by the directive, including the islands of Jersey and Guernsey, the Isle of Man, the British Virgin Islands, the Cayman Islands, Switzerland, Liechtenstein, Monaco, and San Marino.

But there are still some situations for which offshore investment may be a good strategy. One is confidentiality. Some countries' banking and financial laws make it a crime to disclose customers' identities or the names of shareholders. If you need to conceal your ownership of some assets, placing them offshore is one way to do so. Major corporations sometimes use offshore entities to make acquisitions when knowing the identity of the purchaser might drive the price up.

Just remember that if you are found to be using an offshore corporation to avoid paying U.S. taxes, you can be prosecuted for tax evasion, and the confidentiality laws in most countries can be waived to investigate suspected illegal activity.

The other advantages to offshore investing typically result from forming a shell corporation in a foreign locale. Some countries don't tax foreign-owned corporations; or your shell corporation may avoid local taxes because it doesn't conduct operations there. In addition, some foreign corporations aren't taxed when investing in the U.S.

Setting up an offshore corporation can be expensive, however. There are legal fees, registration fees, and sometimes a requirement that you own property in the country. Some offshore accounts require minimum investments of $100,000 or more.

Offshore investing is a strategy where it's especially important to work with known, trustworthy entities and get professional advice tailored to your specific needs and goals. This is a situation where you need an investment advisor, an attorney, and an accountant who are all well-versed in offshore banking.

Otherwise, you're at serious risk. The freedom from U.S. regulations that may make offshore attractive also means those regulations aren't there to protect you from scams, questionable claims, and outright theft. That makes offshore investing attractive to con artists, too.

Investigate all claims and offers, and have them reviewed by professionals, before you sign anything or commit any funds. It can be much harder to recover your money if it has left the U.S., and those confidentiality laws may make it impossible to track down once it's been stolen.

Make sure an offshore strategy is really the best way to meet your investment goals. If you're more interested in diversification or taking advantage of the growth in emerging markets, consider a U.S.-based mutual fund that invests overseas.

NICHE MARKETING

2007-11-04T15:33:00.000-08:00

Most successful marketing tales begin and end with a well-plumbed niche. In other words, the marketer has found the most-qualified group of prospects and motivated them to action. You'll rarely see a company that's risen to the top using a shotgun approach--targeting a mass audience indiscriminately--yet this is where many entrepreneurs trip up.

Failure to isolate the most-qualified niche can waste marketing funds, time and energy. I get e-mails and phone calls from entrepreneurs who tell me "everybody" can use their product or service. The trouble is, even the most well-financed business can't afford to reach everybody at once. And even if they somehow could, their message would have to be so generic that many different types of prospects wouldn't feel motivated to take action.

Just look at the way big businesses individually target their niche. Wireless companies, for example, have marketing campaigns that pitch small businesses, families and young adults. Each of these audiences constitutes a different niche that warrants its own set of campaign tactics and messaging.

Ready to expand into a new niche market?

Here are three important steps to get you started:

SHARPEN YOUR FOCUS

Take a long, careful look at your current customer base and divide it into groups with similar characteristics. Figure out what your best prospects have in common. This will define a niche market of individuals who are more likely to become customers or to make repeat purchases. Fine-tune your media buys and target your marketing messages to have the greatest appeal to the core group.

Suppose in the past you marketed randomly by generally targeting all women 25 to 49. You'd examine your customer base and divide it into groups that manifest important qualifying criteria--whatever would classify them as being your best or ideal customers--such as women in that age group who work outside the home, book travel online, or dine out six times or more per month.

Next, as you segment your customer base into groups with similar characteristics you may find that some of the groups that presently account for a small percentage of your sales show potential. These can become separate niche markets that will warrant unique marketing campaigns with different messages or offers.

FILL A NEED

Sometimes you have no past customer history to go on when choosing a new market niche. In that case, you must make some preliminary assumptions about your prospect base. Focus on the customer you want to reach. Who has an identified need for what you market? Who is buying something similar now? It's easier to fill a need than to create one, so smart marketers look for potential buyers who know what they want and are buying it elsewhere.

Once you've identified prospects that have a need for what you market, evaluate the offers made by your potential competitors. The only way to beat them is to know them well and provide a product or service enhancements that are presently unavailable to their customers in that potential market niche. The key is to enter the new niche with a product or service that is widely accepted, yet add an original value proposition that prospects can't refuse.

KEEP ENTRY COSTS DOWN

There is another significant advantage to entering niche markets comprised of customers who are already buying something similar to what you provide. The fact is, it's virtually always easier for small businesses to be second (or third, fourth or even later) to enter a market, rather than to be the first. Being first is expensive--there's an entire educational curve to fund, particularly with new products--and it can take quite a bit of time to break through.

For example, suppose you wanted to offer a product to engineering firms and law offices, but the engineering firms had never bought anything like it, while the law firms were using something similar with limited results. Your smartest bet would be to tackle the legal office niche first by providing a product with significant enhancements or more attractive offers than what the lawyers were presently buying. You wouldn't need to educate the legal prospects on the way your product would fill their needs and go through the long startup period that would be required to get results from marketing to the engineering firms.

Niche by niche, growth comes from taking measured risks that start with an assessment of your best potential customers and their needs. And you'll succeed by making valuable offers to carefully targeted, qualified prospects who are prepared to buy.

BUSINESS CARD

2007-11-03T07:54:00.000-07:00

Nothing is more important to making a good first branding impression than your business card.

In addition to the information included, a card's look and feel also sends a strong message about your business.

The cardinal rule to creating a good business card is to ensure that it reflects your company's image. From a branding perspective, this means it should match the look and feel of your logo. Yes, you want your card to be unique. Yes, you want people to remember you by it. But if you break the cardinal rule in pursuit of uniqueness, all people will remember seeing is an unusual business card. They won't remember your brand or its attributes.

So in the interest of sparing you a potential branding misstep, here are the blunders of new companies make when creating their business cards:

Choosing low-quality paper stock.
Inexpensive paper stock may save you money, but it often leaves you with a card that feels cheap. Touch is an important sense and plays a role in memory recall. How you appeal to this sense depends on your company's image. For example, B2B companies wanting to convey reliability should use a substantial, mid-weight stock.

Using a design template that does not match the logo.
Assuming you want a business card to be taken seriously and help brand your company, you need a design that works with your logo. In other words, be extremely careful with template-based designs. If the templates weren't developed specifically to match your logo--and most aren't--they probably won't. Many entrepreneurs fall in love with an over-designed template that distracts from their logo, or one that features an unrelated photograph. Photographs work well in marketing brochures, but if they appear on a business card, they will distract from your logo.

Adding too much color to the card.
When you want to get someone's attention, do you scream? Probably not, if you want to avoid scaring them. So why scare potential customers with a super-bright, rainbow-colored card? Color is your biggest asset in branding your company. Research indicates that color is the most important factor in memory recall. Tie your business to one or two specific colors; this color should also appear in your logo.

Making the card too unique.
You want your card to stand out, certainly, but not so much that its difference makes people uncomfortable. Complex dye-cuts, extremely oversized cards, and odd card stocks (like metal) should be used only by companies engaged in highly customized or creative endeavors. Custom embossing, rounded corners, or varnishes are better touches for most companies. While it's tempting to create an oversized card, keep in mind that many people still use Rolodexes or tuck cards into their wallets--both difficult to do with unusually sized cards. Function overrides form.

Making the logo gigantic.
In general, the bigger the company, the smaller its logo appears on business cards. If you want to look like a Fortune 500, size your logo appropriately. Instead of enlarging your logo for emphasis, employ white space to bring attention to it.

If you're looking to make a lasting impression, don't cheapen your first impression. Build a better business card and you'll build a better business.

SMART WAY TO BOOST UP SALES

2007-10-31T19:59:00.000-07:00

What is the techniques typically used to attract customers to a new business. Traditional strategies like networking and mailings will do the job, but they won't do the best job.

If you're a startup, the fastest way to get the cash registers ringing is a little-used method that involves forming "host-beneficiary" relationships with established businesses that cater to a target audience similar to yours. Then you promote yourself to their database with a special offer presented as a gift from the older business.

The beauty of this arrangement is that the startup (the beneficiary) can instantly reach large numbers of highly qualified prospects with the tacit endorsement of the established business (the host). The host is willing to participate because it's a way to reward loyal customers without incurring any costs. The rookie gains new customers, while the veteran gains goodwill.

One startup that successfully used this technique was a high-end women's clothing boutique. The store arranged to give a free silk kimono to every female customer of a local BMW dealership who brought in a letter sent by the dealership offering the gown as a gift for their past patronage. The kimono had to be picked up at the boutique.

More than 600 women responded, picking up $100 kimonos that cost the store just $16 a piece. Those 600 women spent an average of $400 on other merchandise during their initial visit. Do the math, and you'll see that the startup spent $9,600 to generate some $240,000 in sales--and, not incidentally, to begin building its own clientele.

Host-beneficiary marketing is actually a simple and relatively inexpensive process that will deliver solid results if you follow a few basic rules:

1. Precisely define your target audience. "Women 35 to 55" might be a start, but it's not enough. Create a detailed profile of your target customer. The more segments you can identify, the more potential hosts you can approach.

The women's clothing boutique that marketed to BMW owners, for example, determined that their likely customers drove certain types of cars, patronized a certain class of hair salon, belonged to a health club, and were likely to play bridge. A birdseed store might come up with a list that includes consumers who shop at outdoor equipment outfitters or are affiliated with local conservation groups.

2. Identify local businesses that serve the same market segments. That way, you can not only bring people in the door for your initial offer, but also increase the likelihood that they'll return to give you repeat business.

For a cigar store, logical host partners might include better men's clothiers, upscale shoe stores, luxury car dealerships and country clubs. And don't forget non-commercial organizations like Rotary or Kiwanis.

3. Develop a clear offer for each prospective partner. Come up with a free or deeply discounted product or service that has a high perceived value for the consumer with a low dollar cost for you.

One new computer support business offered a voucher worth two free hours of computer repair to the small business clients of a local accountant. A jewelry store offered free jewelry cleaning to clients of a hair salon. A marketing consultant offered a free seminar on how to run sales to one local newspaper's advertisers. A framing shop offered free photo framing to a photographic supply store's top 200 customers.

4. Pitch the plan, highlighting the benefits to the host business. Emphasize that it's a way for the established business to reward their customers at no expense and with virtually no effort. It's also a way to reach out to customers without overtly trying to make a new sale.

5. Supply a letter for the host's use. Providing a draft "offer" letter that can be sent to the host's customers on the host's letterhead will help put the plan into motion quickly. It will also show the partner how easy it will be for him to participate.

Some businesses will allow the letter to be inserted into their monthly invoices or newsletters at no cost to you. Others will charge or require that you pay for a separate mailing. It's a small price to pay for access to the host business' customer base.

6. Develop a strategy to convert redeemers to repeat customers. This, after all, is your long-term goal. For the women's boutique that gave away a kimono, the strategy was to encourage browsing and lure shoppers into dressing rooms to try the merchandise. For one new bakery that gave away a chocolate éclair, the approach was to hand out a buy-five-get-one-free VIP card with the free pastry.

Whatever the specific plan, the host-beneficiary method is the single most effective way to quickly attract a critical mass of qualified customers to a new business. Instead of beating the bushes for customers with individual referrals or scattershot ads, you can tap into a targeted group of consumers en masse to jumpstart sales.

Best of all, you're piggybacking on the success of another entrepreneur who has spent years building a solid customer base. In many ways, this eliminates the need to reinvent the wheel. For a startup facing so many other challenges, it's just smart business.