Posts Tagged ‘share’
Purveyors of conventional wisdom would have you believe that the very first thing you ought to do when setting up a new business is to create a business plan.
It doesn’t matter whether you are selling odds and ends on eBay from your living room or something larger and more complex,
Business plans are excellent and necessary. Far too few of us self-employed and freelance people use them.
They force us to spell out our objectives. We have to assign numbers to our expectations and assign a time-line to our goals. They become our roadmap and keep us on track.
But I suggest that you can’t make a business plan that is worth anything until you’ve done your homework.
And that means knowing what you want to do and how you want to do it. And determining that there is sufficient demand for your product to generate enough income to cover your costs and allow a profit.
In other words, before the business plan comes research.
If a body of knowledge already exists, it makes sense to tap into it and save you some work. The US Bureau of Labor Statistics and other such sources, for example, publish a great deal of demographic information. Some of it is very useful.
But it is also likely that as a creative sole-proprietor, meaningful statistics don’t exist about your specialty.
Many micro-businesses target a very specialized niche. And many owned by creative types exist to sell a product or service that don’t follow well-worn prototypes.
It is particularly difficult for such people to find meaningful published data.
If you fall into these categories, you’ll have to generate your own information.
Don’t limit your research to purely business data. You are building a life as well as a business.
Are the demands and conditions of your proposed business compatible with the life you want to create?
For example, illustrators often work on short deadlines – meaning that sometimes they have to work far into the night to complete a project on deadline. Plus, some clients are demanding and some do not pay on a timely basis. After all of that, can you still “love it” enough?
Or, maybe your business is such that sales fluctuate during the year. How will you make it through the lean months? Can you handle the uncertainty of a fluctuating income?
So, how do you find information?
First, if other people provide services similar to yours, talk to them. You will gain a lot of information quickly. Their answers to your questions will save you a lot of legwork and open your eyes to factors you may not have considered.
Try to talk to at least five or six people so you can get a range of viewpoints.
You can find them through trade associations, schools, word-of-mouth. If the locals are reluctant to share information – perhaps because they see you as direct competition – look for similar people in a different locale.
Second, create the information you need.
Mimic and simplify what large businesses do. Reduce their methods down to a level that is practical and affordable.
For example, perhaps you want to survey potential clients and customers to get feedback.
If you are a creating a micro-business on a shoe-string, it may not be affordable nor practical to commission a focus group. But you may be able to speak to potential targets informally or use direct mail to send a simplesurvey.
Eventually you’ll have to ‘put your toe in the water.’ Try it out in a small way – so you won’t lose much if it doesn’t work – and observe the results. Then experiment and modify as needed. Once it works to your liking you can plunge right in.
This approach, known by the technical term “trial and error,” can be applied to any facet of your business.
After all, even the largest producers test market new products before rolling them out.
Put some parameters around your efforts. Decide, in advance, how much time you want to allow and how much you want to budget.
Then test, test, test.
Use trial and error for every aspect of your business. Experiment with different ways of packaging your services, different rates and prices, different types of marketing, etc.
You’ll soon find that certain approaches work better than others. Eventually your experience and data will suggest viable strategies.
And then you’ll be ready to create your business plan.
I was having this conversation with a business coach colleague yesterday. She deals with a lot of business owners, especially those starting out and those experiencing rapid growth. She’d been doing some research and one article she read suggested that a major reason that businesses fail is because of a lack of capital. This got me thinking about how people fund their ventures and whether they need a lot of capital to start their own business.
To be honest this really depends. If you are a product based business obviously you will need capital to invest in product but, if you were to start a service based business, you can often times get your business started with little or no investment plus time. You will need some capital though and there are some options available to you:
Friends and Family- Many people look to family and friends to fund their business ventures, especially if the funding required is small. Family and friends will generally offer you generous repayment terms on your business loan but make sure everything is done professionally. You don’t want to ruin relationships with friends and family for the sake of a few dollars. Also, if you get money from family and friends, make sure you allow them to share in your business successes.
Business Credit Cards- Business credit cards are another popular option that people look at when they aim to grow their business. Business credit cards can help with cash flow and, if you pick the right card, you can sign up to a rewards program and get points that can be redeemed for flights, accommodation or a variety of other rewards that may be useful to you. These rewards can be a pleasant little bonus for all of your hard work.
Investors- If your business idea is groundbreaking, or if your business plan is solid, you may be able to pitch to investors and get some investment in your company. If you expect rapid growth or you have a ground breaking product, then this may be the option for you. The problem with investors is that you may lose some of your decision making power as you give away part of your business to an investor.
At the end of the day, the most important factors for business success are clearly defined goals, the dedication to achieve them and then a marketing plan that will get your business in front of people. If you do need business finance there are options available to you. I have outlined three of these above.
A wise man once said “Marketing = Education”. What he meant by that is that you need to use you marketing to educate your prospects. But what do you need to educate your prospects on? You need to educate your prospects on the solution your services provide, your expertise and the value of your services.
Although you can educate your audience through teleseminars, article marketing or your blog, my personal favorite is workshops and seminars. You can invite your prospects to an inexpensive 1 hour or ½ day workshop and teach them about your area of expertise. This does several things:
– It establishes your credibility, because when you are in front of the room, you are instantly perceived to be the undisputed expert. Whether you think you are or not, you are the expert in the eyes of your audience.
– It educates your audience on the solution that your product or services provide. Remember, you never sell just a service, you sell a solution to the problem your audience has. Focus on the problem and educate your audience on how your services provide the solution.
– Clients buy from people they know, like and trust. When you are up on stage, your audience obviously knows you. When you tell your story and share some vulnerability, people will like you. Since you demonstrate your expertise by teaching your audience, you are getting your audience to trust you. So having a workshop is the ideal vehicle to get people to buy from you.
– If people have objections to buying from you, that generally means that they do not have all the information yet. Your workshop should be able to give them all the information they need to make a decision one way or another. Not everyone is a good fit for you, but they will know after your workshop.
– Your workshop establishes the value of your services. Through your success stories and your content, you can show the value of what you do. You can demonstrate through examples the money clients made or saved my using your services. That is a powerful tool and cannot be underestimated.
So take the plunge and start teaching. You will not only educate your audience, you will also market yourself and your services. You will be surprised at the new clients you will attract and better yet, the increase in your bottom line.
Niche marketing has always been a discipline of rules and principles. In fact, the success or failure of a niche marketing strategy can be predicted based on fundamental principles. Failure could also be predicted based on how many principles were not applied and how many outdated rules they kept doing.
But unlike principles or laws, rules are subject to change. For example, rules often change in sports, politics as well as marketing. Better rules are created to adapt to changing times, technologies and circumstances. As the saying goes, “man was not made to serve rules, but rules were made to serve man.” This also applies to niche marketing.
A fundamental under-the-radar shift in niche marketing has happened. The changing economy has also changed the way successful businesses market to consumers. Social networks, mobile marketing and computer software has changed the game forever.
Keep in mind, the principles of niche marketing hasn’t changed but the rules have. As with any rules, the ones who master them first will win the biggest share of the market. The last ones to apply the new rules often finish last or not at all.
Here’s 3 niche marketing rules you should avoid in 2011.
1. The More Unique The Better:
Many niche marketing books have stressed the importance of uniqueness in a product or service. However, this is a major risk, especially in a slow economy.
The secret now is to offer what people are already buying with a slight uniqueness or twist. Because of technology finding out what people are buying is now easier to do than ever before. Experience proves risk can be reduced by following this new rule and avoiding the temptation to reinvent the wheel so-to-speak.
People are creatures of habit, we have a tendency to make similar purchases at similar prices and at similar times. By remembering this and avoiding the risk of trying to be too unique can increase the chance of success.
2. The Less Competition The Better:
One of the hallmark rules of niche marketing was to find a section or area of the market that had little or no competition. Now the key is finding markets with competition, the more the better. Why? Because this always signals a vibrant market with people who are spending money. Having an exclusive market does little good if no one is spending money.
The key to finding a market where people are currently spending money is to look for competition. Why? Because 9 times out of 10 people are spending money. After the vibrant market is discovered next apply solid niche marketing principles that separate your business, product or yourself from the competition.
3. Narrow Target As Much As Possible:
Excessive targeting can result in running out of prospects quicker, especially in a slow economy. That’s why good judgment must come into play when deciding how narrow to target prospects.
It’s better to cast a big net and narrow it down as time and sales increase, as opposed to narrowing target prospects too much and too soon. The key here is moderation. Beware of going to the other extreme and not targeting prospects enough. This can give worse results than over targeting.
There are numerous ways to determine the value of a company. When you can determine it’s value, you can then determine the value of its traded shares. The most basic way to do it is to look at the company’s market value, which is also referred to as its market capitalization, or market cap.
So how do you calculate a company’s market capitalization? It’s not as diffuclut as you might think. It’s simply the number of shares a company has outstanding multiplied by the current share price. So as an example, if a company has a million shares outstanding and its current share price is $15, the company’s market cap is $15 million…Simple eh?
How large a company is can be measured by its market cap. Here’s a list of the the five basic stock categories of market capitalization:
1) Micro cap – These are companies that are under $250 million. These stocks are the smallest available and tend to be the most risky.
2) Small cap – These companies are worth $250 million to $1 billion dollars. The stocks of these companies are less risky than micro caps, but still have a lot of growth potential. However, the key word in this description is “potential”, so still make sure you do your homework!
3) Mid cap – Mid cap companies have a value of $1 billion to $5 billion. This kind of company gives investors a good compromise between the small and large cap companies. This gives the investor the chance to invest in a company that have have a degree of safetly found in large cap companies while still having some of the growth potential of a small cap company
4) Large cap – these companies are referred to as “blue chips” and have a worth of $5 billion to $25 billion. These companies are more for conservative investors as they appreciate on a steady rate and are relatively safe.
5) Ultra cap – These caps can also be referred to as “mega caps” and are the real “big boys” of the share market. Companies such as General Electric and Microsoft are good examples. Investing in these companies can be very expensive, but you can be assured the company won’t go bankrupt (and have ther share values drop to zero) over night.
So which ones should you go for? It all depends on what your goals are. Large caps tend to do better than small caps, but remember that even a company like Microsoft was once a small cap and therefore small caps have a lot greater growth potential.
An easy way to think of this is to compare stocks with trees. Think of a small cap stock as an oak tree that is a year old, and think of a large cap stock as a giant redwood that is over 200 years old. In a storm (ie turmoil in the stock market as we tend to see every few years), the oak tree is going to have rough time and may even die, while the redwood will be very sturdy and highly unlikely to suffer much damage after the storm is over. However, the oak tree still has a lot of potential for future growth whereas the giant redwood may not grow very much more over its lifetime.
Even though market capitalization is an important consideration, it shouldn’t be the only way to decide. It’s just one measure of value. If you are going to become a serious investor, you will need to look at numerous other factors to determine if a company’s shares are worth investing in.