BusinessHABScreen repair kit: Starting a small business is without a doubt a large undertaking, but it is fortunately something that can be attained by anybody with a good idea, a strong work ethic, and a good set of resources. Starting a business involves thinking of a business concept, writing a business plan, understanding the financial side, and finally marketing and launching.
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1. Choose an idea.
It might be a product you’ve always wanted to make, or a service you feel people need. It might even be something people don’t know they need yet, because it hasn’t been invented!
- It can be helpful to have people who are bright and creative join you for a casual brainstorming session. Start with a simple question like: “What shall we do?” The idea is not to create a business plan, just to generate potential ideas. Many of the ideas will be duds, and there will be quite a few ordinary ones, but a few may emerge that have real potential.
- Consider your talents, experience, and knowledge when selecting a concept. If you have a particular skill set or talent, consider how these resources can be applied to meeting some sort of market demand. Combining skill and knowledge with a market demand increases your odds of having a successful business idea.
- For example, you may have worked with electronics as an employee for many years. You may have noticed a demand in your community for a particular form of electrical work, and combining your experience with the market demand can allow you to attract customers.
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2. Define your goals.
Do you want financial independence, eventually selling your business to the highest bidder? Do you want something small and sustainable, that you love doing and from which you want to derive a steady income? These are the things that are good to know very early on.
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3. Create a working name.
You could even do this before you have an idea for the business, and if the name is good, you may find it helps you define your business idea. As your plan grows, and things begin to take shape, the perfect name may come to you, but don’t let that hinder you in the early phases. Create a name that you can use while you plan and don’t hesitate to change it later.
- Always check to see if the name is being used by somebody else before selecting it. Try to create a name that is simple and memorable.
4. Define your team.
Will you do this alone, or will you bring in one or two trusted friends to join you? This brings a lot of synergy to the table, as people bounce ideas off each other. Two people together can often create something that is greater than the sum of the two separate parts.
- Think of some of the biggest success stories in recent times, such as John Lennon and Paul McCartney; Bill Gates and Paul Allen; Steve Jobs and Steve Wozniak; and Larry Page and Sergey Brin. In every case, the partnership brought out the best in both sides of the equation.
- Think about the areas that you are either weak in, or have little knowledge of. Finding partners compatible with your personality who can fill in your knowledge or skill gaps is an excellent way to ensure your business has the resources you need to succeed.
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5. Choose your partners wisely.
When choosing the person or people you’re going to build the business with, be careful. Even if someone is your best friend, it doesn’t mean that you will partner well in a business operation.
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6. Create a business plan.
A business plan helps to define what you think you need to launch your business, large or small. It summarizes the sense of your business in a single document. It also creates a map for investors, bankers, and other interested parties to use when determining how they can best help you and to help them decide whether or not your business is viable.
7. Write your business description.
- Who are potential customers? Once you understand who they are and what they want, come up with a marketing strategy.
- What price are they willing to pay for your product or service? Why would they pay for your product or service over your competitor’s?
- Who are your competitors? Do a competitive analysis to identify key competitors. Find out who is doing something similar to what you are planning, and how have they been successful. Just as important is to find the failures, and what made their venture fall apart.
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8. Write the marketing plan.
Your operational plan describes how you will produce your product, and your marketing plan describes how you will sell your product. When you create your marketing plan, try to answer the question of how you will make your product known to potential customers.
- You will want to include the type of marketing you will use. For example, will you use radio ads, social media, promotions, billboards, attend networking events, or all of the above?
- You will also want to define your marketing message. In other words, what will you say to convince customers to choose your product? Here, you want to focus on your Unique Selling Point (also known as USP). This is the unique advantage your product has to solve your customers problem. For example, you may be lower cost, faster, or higher quality than your peers.
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9. Come up with a pricing model.
Note: Competition isn’t just about the goods or services themselves. It is also about your social and environmental credibility. Consumers are increasingly conscious of the need to show that your business is concerned with labor conditions and isn’t damaging the environment. Certification endorsements from reputable organizations, such as labels and stars, can reassure customers that your product or service is more aligned with their values than one lacking the certification.
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10. Cover the financials.
The financial statements translate your marketing and operational plans into numbers — profits and cash flow. They identify how much money you will need and how much you might make. Since this is the most dynamic part of your plan, and perhaps the most important for long-term stability, you should update this monthly for the first year, quarterly for the second year, and then annually after that.
- Cover your startup costs. How are you going to finance your business initially? The bank, venture capitalists, angel investors, Small Business Administration (SBA), your own savings: these are all viable options. When you start a business, be realistic. You will probably not roll out of the gate making 100 percent of whatever you project, so you need to have enough ready reserve to fund things until you are really up and running. One of the surest roads to failure is under-capitalization.
- What price do you intend to sell your product or service for? How much will it cost you to produce? Work out a rough estimate for net profit—factoring in fixed costs like rent, energy, employees, etc.
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11. Build your product or develop your service.
Once you have the business all planned, financed, and have your basic level of staffing, get going. Whether that’s sitting down with the engineers and getting the software coded and tested, or getting materials sourced and shipped to your fabrication room (aka “garage”), or purchasing in bulk and marking up the price, the building process is the time during which you prepare for market. During this time, you may discover things such as:
- Needing to tweak the ideas. Perhaps the product needs to be a different color, texture or size. Maybe your services need to be broader, narrower or more detailed. This is the time to attend to anything that crops up during your testing and development phases. You’ll know innately when something needs tweaking to make it better or to make it less like a competitor’s stale offerings.
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12. Secure start-up costs.
- Do you have investments or savings? If so, consider using a portion to fund your business. You should never invest all your savings into a business due to the risk of failure. In addition, you should never invest money put aside for emergency savings (experts recommend having three to six months of income put aside for this purpose), or money you will need over the next few years for various obligations.
- Consider a home equity loan. If you have a home, looking to get a home equity loan can be a wise idea, since these loans are typically easily approved (since your home acts as collateral), and interest rates are typically lower.
- If you have a 401(k) plan through your employer, consider borrowing against the plan. Plans typically allow you to borrow against 50% of your account balance up to a maximum of $50,000.
- Consider saving ahead as another option. If you have a job, save a portion of your monthly income over time to cover your start-up costs.
- Visit a bank to inquire about small business loans or lines of credit. When doing this, always visit many providers to ensure you are getting the best rate.
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13. Manage your running costs.
14. Have more than the minimum.
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15. Pinch those pennies.
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16. Decide how to accept payment.
- A merchant account is a contract under which an acquiring bank extends a line of credit to a merchant, who wishes to accept payment card transactions of a particular card association brand. Previously, without such a contract, one could not accept payments by any of the major credit card brands. However, the Square has changed that, so don’t feel locked in or limited to this option. Do your research.
- The Square is a card swiping device which connects with a smartphone or tablet and turns that device into a sort of cash register. You may have encountered this device in the businesses you frequent, as they are becoming common at coffee shops, restaurants, street food stands and other businesses (look for a postage-stamp sized plastic square plugged into a tablet or phone).
- Note that PayPal, Intuit, and Amazon all offer similar solutions. Make sure to look into all options before making a selection.
- If you are online business, services like PayPal offer an excellent way to receive payment and make transfers.
17. Get a website.
- Alternatively, if your business is more oriented toward the “in person” experience, traditional marketing may be just as important. For example, if you’re starting a landscaping business, focus on getting the word out to neighbors before starting a website
- When making a website keep in mind that simplicity and clarity are key. A simple design that clearly states what you do, how you do it, and what you charge is most effective. When making your website, remember to emphasize why your business is the best solution to a clients problem.
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18. Hire professional designers.
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19. Discover your inner publicist.
Tip: Depending on your business, it could be appropriate to have interesting, eye-catching business cards printed.
20. Spend time developing an excellent social media presence.
This can be done well before the business is ready, increasing anticipation. Use Facebook, Google+ and Twitter, and any other social media you participate in to build excitement and spread the word. You want to build a buzz so that people will begin following your progress. (Be sure to choose business accounts for your business and keep your personal accounts separate. The messages you send should be tailored differently, depending on which account you’re sending from.)
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21. Implement your marketing and distribution plans.
With your product being built or services developed, and a reasonable expectation on when either is ready for selling, begin marketing.
- If you will be advertising in periodicals, they will need copy or images at least two months in advance of publication.
- If you will be selling in stores, get pre-orders sold, and shelf space allocated. If you will be selling online, get that e-commerce site ready to sell.
- If you’re offering a service, advertise in appropriate trade and professional journals, newspapers and online.
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22. Launch your product or your service.
Tip: Hold a party and invite people who can spread the word for you. It doesn’t need to be pricey––purchase the food and drink from bulk discount stores and get family and friends to help with catering (you can give them a product or service in return).
23. Remain available and accessible
Small business owners typically work long hours, which may include evenings, weekends and holidays. This means that they may be as receptive to receiving marketing information on a Saturday evening as they are during normal working hours. Demonstrate your availability and willingness to support them regardless of the time or day of the week by employing a marketing strategy that centers around consistent user engagement.
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24. Focus on the people, not the business
A unique aspect of marketing to small business owners is that there’s often not much of a distinction between their professional and private lives. It’s not unusual for small business owners to invest their life savings and money into their business and carry the sole responsibility for making it work. Apart from providing for their families, these entrepreneurs are also responsible for the welfare of the staff they employ.
It’s important to consider these factors when marketing solutions to a small business owner. For many of them, the business is very personal. Treating them as people and not as prospective sales leads can help you foster a lasting relationship.
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25. Be honest and transparent
Small business owners take their work seriously. They usually work incredibly hard and constantly build their knowledge and expertise. If you wish to build trusting and successful working relationships with these professionals, always be honest and transparent in your dealings. Only make promises when you can follow through, and make every effort to provide factually correct information.
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