Category — Small Business Advice
Owning a small business and trying to grow and maintain your business can often be a daunting task. You have just a certain amount of dollars each month that you are able to spend on marketing and advertising. The key to successful small business ownership is keeping your business in the forefront of everyone’s minds.
There are several easy win-win suggestions to help you maintain profitability and contribute to the welfare of your community in the interim.
What are the not-for-profits in your area of influence could use a helping hand? Is there a food pantry that serves your local community? Contact them and offer to be a collection point for a particular month. Oftentimes, the local community newspapers will write editorials for the non-profit organizations, even full-length features, and this translates into free media exposure for your small business. This is an endeavor that could save you hundreds of dollars in advertising fees in exchange for your time and talents to benefit the needy in your midst.
This works extremely well for almost any small business type in just about any community. Whether you act on behalf of the local ASPCA to collect blankets, food, toys or dollars for the rescued animals or just collect clothing for the local chapter of the American Red Cross – most of these organizations will even recognize your small business on their own websites as well as the local media attention you will receive.
You can even sponsor a teddy bear drive for the local police force. Collect teddy bears from your customers to give to police officers to place in the trunk of their vehicles. The bears can be given to children who are involved in motor vehicle accidents to help lift their spirits during a traumatic event in their young lives until the situation is resolved. The police will be forever grateful for your contribution and again, another media event as you present the police force with your loving gifts.
Another small business consideration would be to adopt a local school team event or sport. For the investment of a small donation to purchase uniforms or t-shirts, your small business will benefit from the team’s exposure at school events and your business name will be reflected in the school’s programs. A very worthy and smart business investment with a return on investment that is priceless.
Aside from the free media exposure, your small business will be making a huge impact on the community and the community will respond to your business. This is called “Good Will” and it is invaluable to any business to continually provide good will through community efforts. The value-add to your business can never be measured in terms of building relationships and driving the integrity and values of your small business name.
Think outside the box, but give within the community and you will see your business benefit from it.
May 10, 2010 No Comments
A few days ago DollarDays was featured on Retargeter blog for our stellar banner ads. Maybe you’ve seen them. They liked our ads’ clean look and use of white space, our concise messaging, and clear call to action.
For big and small businesses alike, these banner ads can be hugely effective. So, we thought it would be a good idea to hand off a few tips on how to put together a successful ad campaign.
- Clear, short messaging Writing ad copy is a bit like writing headlines. For the intelligent, creative writer, there is oftentimes the desire to put way more information in an ad than they should. For whatever reason, it might be better to say “Wholesale Pricing” than it is to say “Wholesale Pricing on more than 20,000 items”. But it also might not be. Which brings me to my second point…
- Test…test…test… Sometimes you’d be surprised what works and what doesn’t. Pretty banners can sometimes reduce clicks. Sometimes pretty banners increase clicks. Either way, you won’t know until you test your creative.
- Include a Call to Action For savvy marketers, this is obvious. But most of us are not savvy marketers. You might be surprised how much better an ad performs when you write the words “Save Today” or “Start Saving” or “Call xxx-xxxx for more information”. Make sure to include some sort of descriptive action in your ads.
May 5, 2010 No Comments
1. Tell us about your company and why you started it.
The Hippo Free Press is an unnewspaper. We publish weekly and are a more news magazine format with a large calendar and food section. We answer the vexing question of what to do and where to go in southern New Hampshire as well as address quality of life issues in the region, from traffic to the environment in an accessible fun way. From a very basic P&L standpoint, Hippo was started to provide advertising options for small businesses in the southern New Hampshire market. Looking over the market in 2000 we saw daily newspapers catering to national advertisers and large retail and auto customers. Similarly radio too focused on the national market. Many of the independent restaurants, retail and service businesses either didn’t advertise or felt their advertising was ineffective and expensive.
2. Describe the kinds of articles you publish, and who your target audiences are.
We tend toward quality of life type stories. We want readers to use our publication to get the most out of living in southern New Hampshire. We write about interesting political figures, new restaurant openings, and trends in live music. A recent issue explored the unusual life of birds in urban areas of southern New Hampshire. Our target audience is affluence, educated and active between the ages of 25 and 65. Most of our readers own homes and are married. This reflects the suburban nature of our market.
3. Describe the growth you’ve experienced over the years. Why do you think your publication caught on?
We started as a shoe-string operation with no employees, a few thousand weekly copies and 16 pages. Today we average 72 pages per week have the second largest circulation of any newspaper or magazine in the state and have 25 employees and 30 plus contributors. We have purchased a few other publications recently that are different from Hippo, but utilize our backend.
4. Most print newspapers that rely on paid subscriptions are dying out. What role is there for a free print newspaper in the digital age? What is your niche?
I’m not so sure I agree that paid papers are dying out. Clearly they face some daunting challenges in the classified arena, but many hold strong advertising positions in their areas of influence. And that I think is the key. It’s not as important what distribution model a paper uses, as finding a clearly defined advertising base. In the previous years daily newspapers tended to have a large base of classified advertising customers. Those customers have been moving toward more database driven models, such as craigslist or Monster. This has upended the paid daily business model. As for the role of free newspapers’ role in the digital age, I see free newspaper struggling with finding digital revenue streams just as much as the paid papers have struggled. The bottom line is you can’t earn enough revenue of a local audience online though banner ads. However, I do think that free and paid papers can use their digital platforms to create more value for current customers and maybe even use digital to break into new markets. Our niche from a customer perspective is small independently owned businesses with a touch of community banks and education.
5. In general, what are your thoughts on the death of the traditional news media? Why is it happening and how is this creating new opportunities for entrepreneurial journalists?
The term death is overused. People still watch the 6 o’clock news, they still listen to talk radio and, yes surprisingly, they even buy daily newspapers. True, some of the largest daily newspaper companies in the country have declared bankruptcy, but those bankruptcies are related to highly leveraged buyouts. In reality, large metropolitan dailies have created business models around a book of business that either doesn’t exist or that is moving to database driven avenues. If dailies are to survive they need to re-learn how to serve a local advertising base. That said, any business model upending creates plenty of business opportunities for entrepreneurs. People’s easy access to the Internet allows journalists to go after large affinity groups and create online communities that advertisers will pay to reach. I also see an opportunity for a one-person site to reach a large enough audience for that journalist to support themselves. The Internet lowers the cost of entering publishing but doesn’t mean it’s easier to be successful. Compelling content still needs to be created and an audience still needs to be reached. Both of these things are tough to do.
6. Who are your competitors and how have you succeeded where they failed?
We complete against several paid dailies, a few radio stations, cable, google and some glossy magazines. We’ve been able to pull a substantial number of advertisers out of the dailies’ weekly entertainment tabs. Most of those tabs offer very limited local content. We’ve also been successful against radio, which has seen a dramatic loss of audience and advertisers. Overall, on the business conversion side, we’ve been successful because we focus on small local businesses. More than 400 local businesses place display ads with us each month more than any of our competitors. On the audience side of the business we’ve been successful because we create compelling local content that isn’t available anywhere else. We keep standards high and keep advertising and editorial completely separate.
7. Do you have plans to expand?
We do, but not in a geographic sense. Last year we expanded our offerings to included commercial printing. We now sell most of our customers business cards, post cards and brochures. We can design, print and deliver those products very inexpensively with our current infrastructure. We also started a fan club to identify our most ardent readers.
8. How are you different than or similar to other free papers in other cities?
We’re not as youth oriented. Our market is more mature so we are too. We offer a large children calendar section and events for kids. We don’t have personals and don’t permit sex ads.
9. How has the recession affected your company and your competitors?
In some ways, the recession helped. We’ve seen many businesses that were once satisfied with their level of business start advertising to bring in new customers. Many unemployed or under-employed folks have decided it’s a good time to open a business. In the last year more than a dozen new restaurants have opened in our area. Almost all of them have some on board with us. This recession has really hurt those media outlets that rely on national advertising. Specifically radio and television stations have seen a steep decline in ad revenue. They have responded by trying to focus on the local market with lower rates to limited success. The dailies too have tried to attract more local customers by lowering rates. Both of these groups fail to realize it’s not the price of the advertising that’s the problem, it’s the value to the customers.
10. What lessons do you think your company’s story holds for small businesses in other industries?
Quality and focus. You just produce a good quality product and you need to have a customer base in mind that is large enough to support your business. We spend a lot of time and money creating compelling content so people will pick up our paper. This translates into a large audience with specific demographic traits that a certain group of local businesses need to reach. The key is “need.” If we didn’t exist how would the local cafe reach people? That’s how you know you have a solid place in the market that will survive recessions and changes in how people use technology.
April 1, 2010 1 Comment
Dropshipping is a rather contentious topic amongst the legions of online sellers. There are those who love it and swear it’s the panacea for anyone interested in starting their own ecommerce business and then there are others who don’t believe in it as a distribution channel. Our opinion on the matter is slightly more moderate: dropshipping is a great way for small and medium sized companies to source products to sell online for a profit, however you can’t just slap a bunch of products on a website and expect the dough to start rolling in. Like any successful business, an online store requires a sound business plan, a well thought out marketing strategy, excellent customer service and some good old-fashioned hard work (and this holds true regardless of whether or not you support dropshipping).
So is using a dropshipper the right choice for you? Well, to ensure that everyone is on the same page, let’s define dropshipping first. In a nutshell, dropshipping is a supply chain management technique where when a customer purchases a product from an online store, the retailer passes the order information to a wholesale supplier and then the supplier processes and ships the order to the end-customer – hence the term dropship supplier.
For many new businesses, partnering with a reputable dropship supplier offers a way to sell a wide variety of products without the cost of carrying that inventory. Also because the supplier isn’t paid until after a product sells (and you’ve been paid), it’s a low risk way to test new products or to just start an online store.
Working with dropshippers offers other advantages to the online store owner. Since you don’t have to place an order with a supplier, wait for the inventory to arrive at your store and then start selling it, you can get the jump on hot products and new trends much quicker than a retailer who does not employ a dropshipper. In fact all you have to do is stick the product on your website, promote it, and wait for the orders to start coming in.
Most importantly, using a dropship supplier allows you to focus on your core competencies. More likely than not you got into online retailing because you enjoy the marketing, the selling, and the customer relations side of owning a webstore. That’s also what you’re good at. Using a dropshipper means you get to focus the majority of your efforts on this piece of the business and let the dropshipper focus on order fulfillment. Ultimately this leaves you more time to make more sales and more money.
These are just a few reasons why you’d want to consider using a dropship supplier. The best advice we can offer is for you to do your research and locate a reputable dropshipper that supplies the products you want to sell. They’ll be able to answer your questions and you can decide whether or not this is a business strategy you wish to pursue.
For more dropship and eCommerce tips visit the Shopster blog
Shopster offers a suite of Dropship and eCommerce solutions for small to medium sized businesses. Thousands of online merchants from around the world rely on Shopster as it simplifies the complexities of online retail, allowing merchants to manage their store, transactions, and supply chain relationships in one easy to use place. Shopster is an official eBay Solutions Partner.
Guest Blogger: Suzanne Lucas – Communication Manager of Shopster eCommerce Inc.
April 1, 2010 1 Comment
On the surface, it sounds crazy, but these days various types of businesses are experimenting with a format where customers are allowed to pay whatever they want for a service or product.
The trend has been going on for years, as can be seen in this 2007 Springwise trendspotting article about restaurants in cities including Denver, Salt Lake City and Vienna allowing customers to choose their own prices (and sometimes even portion sizes).
Today, it looks as if each of those restaurants is still going strong, which is some accomplishment in the unforgiving restaurant industry, especially in a recession.
Some of the restaurants in question do seem to have combined the pay-what-you-wish concept with progressive social activism, which may help them attract a clientele willing to engage in good faith and support the concept rather than freeloading and mooching of the proprietors.
In any case, the concept is not limited to restaurants. The best known example of pay-what-you-wish might be the opaque pricing site Priceline.com, where customers can bid for hotel rooms and rental cars by offering to pay whatever price seems fair to them.
Of course, Priceline is not a true pay-what-you-wish concept since there is a hidden price for each city or category below which rental car companies and hotel chains will not provide inventory. You can offer to pay $5 for a 4-star hotel in New York City, but the hotel is under no obligation to accept.
On the other hand, Priceline does seem to have carved out a sustainable niche that allows customers access to good deals while also simultaneously giving hotels and car rental chains the ability to dispose of excess inventory without eroding prices across the board.
The question of course is whether pay-what-you-wish pricing makes sense in the big picture. A recent article on Inc.com’s Retail blog by Tom Szaky, co-founder and CEO of TerraCycle, shows that the concept may have relevance for the general retail world. Szaky reported on his blog that TerraCycle had moved from a pure dot.com model into the brick-and-mortar retail world by opening a pay-what-you-wish retail store.
In defending/justifying his decision, Szaky pointed out that the concept has worked in other industries, including music where bands like Radiohead have managed to make money by selling digital albums and letting users choose whatever price they think is fair.
The model may work best where the incremental costs of each additional product sold are very low or even non-existent (i.e. digital content) or where brand loyalty (rock bands) is high.
On the other hand, one could argue that auction sites like eBay prove that retailers don’t need to set prices to make money. As long as buyers are operating in a situation of perceived or real scarcity, they will compete among themselves to set a price that may in fact be higher than what a retailer would get if he/she had set the price to begin with.
What do you think? Would you ever let your customers choose their own prices for some of the products or services you sell? Have you participated as a seller in any auction sites such as eBay? Share your thoughts and experiences in the comments section below!
January 25, 2010 1 Comment
Last year the government’s Cash for Clunkers program got plenty of attention for giving individuals financial incentives to trade in gas guzzlers in exchanger for newer, more fuel efficient replacements.
Cash for Clunkers was then followed by in many parts of the country by other programs that promoted energy efficiency by giving rebates that encouraging consumers to upgrade from old appliances to more efficient Energy Star-rated models.
Why should government support efficiency programs? The idea is that everyone wins when the government helps consumers trade up to newer models of cars or appliances. Consumers get lower electric or fuel bills. Manufacturers are able to move products that would otherwise be harder to sell in the current economic climate. Governments benefit in a couple of ways. If manufacturers can stay in business, the government has fewer unemployed people to support. And if overall energy or fuel usage declines, the government feels less pressure to build new power plants or fuel refineries.
So how does all of this help small businesses? Well, as a recent article in the Small Business Trends blog pointed out, businesses too can benefit from government support for energy efficiency upgrades. The article highlights benefits in several states including:
- California, where Pacific Gas & Electric Company offers rebates of $10 to $125 for installing high efficiency light bulbs.
- Indiana, where Duke Energy gives small businesses up to $50,000 in annual rebates for high-efficiency improvements to HVAC-type systems.
Even if a power company won’t subsidize the actual cost of upgrades, it might still help businesses figure out how to make improvements. That’s what Minnesota’s Xcel Energy does by covering most of the cost of heating-optimization studies.
The important thing for small businesses is to check for special offers and promotions in your state, city or local community. For instance, small business owners in Austin, Texas not only qualify for a general commercial rebate, but also an additional special 30 percent bonus rebate, plus a lighting program that covers up to 70% of installed costs.
Rather than hunting all over the Internet, you can save yourself time and energy by using the handy guide from Business.gov that provides links to state and local energy efficiency programs for small businesses.
And remember, in addition to up front savings from rebates or other forms of assistance from government and utilities, any energy efficiency improvements you make to your business should end up helping your bottom line by reducing recurring expenses.
If you really go all out and achieve superior efficiency to the point where you’re powering your business with solar or wind energy, your efficiency could even become a marketing point among Green-minded consumers. It’s a message that has worked for businesses from New Belgium Brewing to Horizon Organic.
Has your small business benefited from any government or utility-sponsored energy efficiency program? Or have you seen bottom-line savings from energy efficiency improvements. Share your experiences in the Comments field below!
January 11, 2010 No Comments
Sure, it would be fantastic if your small business was featured on Good Morning America or in the pages of People magazine.
But let’s be realistic — the odds of getting covered in such a mass-market publication are low simply because of the massive level of competition for scarce pages or airtime. Good Morning America‘s producers need to attract the maximum number of viewers and if it comes down to a decision between an interview with you or Brad Pitt, well, let’s just say that the bookies won’t be taking bets in your favor.
But these days there are lots of other ways to get exposure for your business, especially online where more and more people are turning to business blogs for information, news and advice.
John Jantsch from Duct Tape Marketing has put together a good article for American Express’s Open Forum called “5 Tips for Getting More Exposure from Bloggers, Tweeters and Fans.”
John shows that with a bit of effort, your odds are good of getting covered in a respected, well-read business blog. One of his best ideas involves using sites like Digg, Stumbleupon and delicious to try to find up-and-coming blogs that aren’t yet inundated with pitches.
When you do find these blogs, John warns against simply firing off a press release and hoping for the best. The Internet is all about interactivity, participation and relationship-building. A far better approach would be to become a regular reader of the blog, subscribe to its RSS feed. If a blogger has a Facebook page, join her fan group. If a blogger uses Twitter, start following him.
One of the best ways to show a blogger that you are an engaged reader is to make useful comments (not promotional fluff) and help stimulate conversation on her posts.
Finally, when you have established yourself as a credible and engaged reader, that’s the time to pounce and send along a brief pitch for a story, explaining why your idea would be a perfect fit for the blog and its readers.
Sure, such a strategy takes an investment of time and energy, but it could be worth it to establish yourself as a go-to source for a rising-star blogger. These days, the line is thinner than ever between traditional media and the blogosphere. Bloggers are invited to participate in White House news conferences and cover political campaigns. Blogs sometimes break major news stories that have offline papers scrambling to keep up. And since bloggers have an insatiable need for content, getting known as a valuable source of good story ideas could lead to extensive ongoing coverage for yourself and your business.
Also note that blog exposure can be especially valuable for companies that sell products or services direct to consumers via the Internet. A consumer reading a blog that mentions you or your company is just a few clicks away from making a purchase…
Have you had any luck getting exposure or sales through a blog? If so, what strategies did you employ to get noticed? Share your advice and help establish yourself as a respected source right here at Dollar Days Blog by leaving a comment below!
December 28, 2009 No Comments
One of the best parts of building a company is hiring great people so that your business can benefit from their skills, their ideas and their enthusiasm.
But as Merrin Muxlow has pointed out over at the Resource Nation blog, recruiting new employees involves a host of tricky legal and ethical issues including background checks and employment law compliance.
Maxlow makes useful recommendations about getting an applicant’s consent before running a background check, being careful about accessing an applicant’s social media profiles, knowing all the applicable anti-discrimination laws (Federal, State and local) that apply to hiring procedures, and taking the time to verify necessary licenses, credentials and employment eligibility. Maxlow suggests that E-Verify can prove useful for this last task.
Need more advice before bringing a new hire on board? Guidestar published an article earlier this year that contains lots of good advice on Avoiding Common Hiring Pitfalls. For instance, Guidestar notes that it’s vital to properly define the position you’re trying to fill before seeking candidates. If you’re too ambitious in defining the scope of the position, you may have trouble finding applicants who contain all the skills and competencies you’re requiring. Guidestar advises being realistic in defining the position and making sure that you budget a salary sufficient to attract the caliber of employee you’re seeking.
Like the article in Resource Nation, Guidestar emphasizes the importance of checking references and not rushing the hiring decision. That doesn’t mean that you should dawdle either. Instead, create a timetable and then stick to it. Proceed at a deliberate pace while acting with consideration toward the candidates and trying to envision the process from their perspective.
If all these seems awfully challenging, you might enjoy Will Helmlinger’s look at hiring “Pitfalls and Pratfalls” on Inc.com’s website. Helmlinger has some great advice in this story, including a suggestion that the hiring manager should let candidates do most of the talking during the interview process and to avoid misinterpreting what candidates say.
For instance, Helmlinger offers the hypothetical scenario in which a hiring manager asks if an applicant is willing to work overtime. If the applicant says “Yes,” the hiring manager may assume the applicant is willing to regularly burn the midnight oil. But Helmlinger notes that the hiring manager has no grounds to jump to that conclusion without first asking how often and how long the applicant might expect or be available to work beyond regular hours.
Phew! That’s a lot for an employer to remember. But investing some time and effort up front in finding and vetting the right person for the job will prove invaluable to building a stable, loyal and enthusiastic team of employees all pulling together to help build your business.
How do you handle tricky hiring tasks? Do you perform background checks yourself or outsource the procedures? How do you ensure your company doesn’t run afoul of anti-discrimination hiring rules? Share your thoughts, experiences and suggestions in the Comments below.
December 14, 2009 No Comments
Unless you have some sort of exclusive patent, chances are that your business competes on quality.
This means that whether you run a dry cleaning company, a restaurant, an office supply retailer or a gardening business, your customer has a number of choices on where to go to buy essentially the same product or service.
So how can you stand out from the pack? Obviously, you should stake your reputation on quality, friendly customer service, professionalism, good prices and so forth.
But in addition to all that, John Jantsch, author of the Duct Tape Marketing blog, believes you also need a ‘Free Soup Strategy‘.
For Jantsch, ‘free soup’ is shorthand for an unexpected bonus that exceeds your customer’s expectations and leaves her not only satisfied, but so impressed that she raves about your business both online (email mesages, social marketing sites, review forums) and offline (conversations with her friends and family, casual recommendations to people who need a similar service).
In some cases, this unexpected bonus could literally be ‘free soup’. That’s what happened with Jantsch and his wife when they ate at a local restaurant and received a complimentary unexpected pint of soup to-go along with their bill.
In the comments section of his Duct Tape Marketing post, some of Jantsch’s readers chimed in with examples of ‘free soup’ strategies they use themselves or have experienced as customers – a house inspector who gives his customers a free re-inspection, a web design company that provides its customers with a bonus favicon as a surprise at the end of the project, a home decor company that gives soaps and candles to its clients.
Your ‘free soup’ doesn’t need to be expensive or elaborate, but it should relate in some way to the products or service you provide. If you sell bicycles, maybe you could provide a free 6-month maintenance offer that would have the added benefit of bringing your customers back to your store. If you do outdoor landscaping, you could give your clients a bonus potted plant for indoor use.
It’s also important to know the surprise factor in the ‘free soup’ strategy. If you sell bicycles with a 6-month maintenance offer bundled in, that might be an attractive offer, but it’s not exactly ‘free soup’. ‘Free soup’ is giving the customer something unexpected after the purchase so that he or she feels a sense of satisfaction at getting what he or she has paid for and more.
What are some of the ways you go above and beyond expectations for your clients? Do ‘free soup’ strategies impress you as a customer? Tell us about your experiences on both sides of the ‘free soup’ equation in the Comments section below!
November 16, 2009 No Comments
What makes a great business leader in your opinion?
The ability to inspire passion and excitement among colleagues and employees?
Amazing insights into what customers want and need?
An uncanny ability to discard background noise and identify important trends in the marketplace?
His favorite was the one that a defined a leader as a person who “empowers his people to do their best by believing in them, guiding them and being an example.”
Other readers said an exceptional entrepreneur should lead, earn the respect of his team members, demonstrate flexibility and not be afraid to take risks.
Looking for some other ideas on leadership? Business Pundit has 12 quotes from Hall of Fame basketball player and coach John Wooden. Highlights include “A coach is someone who can give correction without causing resentment,” and “Failure is not fatal, but failure to change might be.”
Several business blogs, including Small Business Trends, are also buzzing over Susan Scott’s Fierce Leadership book. From the reviews, it sounds like Scott makes the case that leaders need to employ radical levels of honesty and transparency in dealing with their employees. In a brief interview on Amazon’s website, Scott notes argues that “If you want to become a great leader you must gain the capacity to connect with your colleagues and customers at a deep level.”
Finally, in her Power Speaker blog, Suzanne Bates talks about leaders can use storytelling to share leadership lessons. Bates says that stories can be a great way to communicate such lessons – as long as leaders avoid telling stories that meander, are too vague or go on too long. The goal is to keep stories brief, clear and to the point. If you’re having trouble developing the story, Bates suggests telling the story outline to a friend or partner who can ask questions and help you clarify the most powerful leadership lessons.
What do you think are the essential characteristics of a great business leader? What are some other leadership skills you admire in others or try to cultivate in your own leadership role? What are some of your favorite business quotes? Have you used stories as a leadership tool or been in the audience when a speaker delivered a great leadership story? Speak your mind in the Comments section below.
November 2, 2009 4 Comments