Contributed by Derek Goodman of Inbizability.com
While the economy might be down in much of the world, that doesn’t mean every business is out of luck. In fact, regardless of your industry, there are plenty of ways to locate and secure new clients during this trying time. Here’s what you need to know to make it happen.
Expand Your Horizons (and Tech Offerings) in Foodservice
Even small-town restaurants can go big when it comes to expanding their customer base — and adding to their offerings.
Move Retail Efforts Online While Staying Customer-Focused
Retailers still have plenty of product to move; however, it might take savvier marketing efforts to net new customers.
Take a Dynamic Approach as a Law Professional
Working in the legal field doesn’t make you immune to dips in business, but it does mean you need to take a more dynamic approach to secure clients.
Update Your Business Model to Address (Germ) Gaps
Cleaning services are a huge industry most of the time, but coronavirus means a pivot is necessary for continued success.
Set Up Your Home Office Space
Working remotely is the “new normal,” but that doesn’t mean you’re properly equipped just yet. To best serve your clients, you need a workable space and the right gear.
Photo via Pixabay
For many entrepreneurs and business owners, the current “distancing” creates a sense of impending doom. The lack of customers has caused layoffs and for some to close their business altogether, but is that the only reality?
While we cannot argue with facts such as the effect of more expenses than revenue, we must look beyond our current situation to what happens next. If we have to close, what is the re-emergence plan? What will our business look like in its next iteration? What will we do differently to lower the chances of this happening again?
I’m not suggesting that there are those who planned for this economic crisis, but those we read about or see in our communities that are not only surviving, but have not experienced any significant loss, either chose professions that are not dependent on the masses or had contingencies that allowed for flexibility and adjustments.
In either case we cannot be ruled by “Fear, Doubt, and Disbelief”. We must instead see the opportunities that are invariably present. How will the changes in how consumers’ conduct business over the next few months affect existing products and what new products, that were not thought of prior to COVID-19, will emerge. How can you leverage those changes to build a company that is of value?
So my message is simple and I hope encouraging. Your business can not live without your mind. Start feeding your mind with information of where you want to be and not where you are. Books like Purple Cow by Seth Godin; Feel the Fear Do it Anyway by Dr. Susan Jeffers; The Blue Ocean Strategy by W. Chan Kim , Renee Mauborgne, et al. are greater to start reading now in preparation.
“for as he thinketh in his heart, so is he…” – Proverbs 23:7a
Contributed by Courtney Rosenberg
Just because you’re a “solopreneur” doesn’t mean that you can’t have any help. There are several jobs that can easily be outsourced to other freelancers, as well as tech that can automate and streamline the more time-draining tasks. But when budgets are tight, how do you determine what to do yourself, and what to get help with?
Solo entrepreneurship means wearing every hat in a business: director, accountant, marketer, salesperson, and so on. Hiring freelancers can take off some of this load:
The world of business-boosting tech is bigger than ever, and solutions to help entrepreneurs work better and faster abound. Many are simple and affordable enough to fit into the tightest of budgets:
How to Prioritize
Determine which side tasks are taking up most of your time. These should be your priority to outsource. It’s also helpful to prioritize outsourcing the jobs you just really hate doing. Then, calculate how much it would cost to outsource the job, and run this through your budget. Chances are, you can trim some costs to make room for it.
If there are administrative jobs you actually quite like, it may be worth investing some time to get better at them. Skillshare offers thousands of online classes in everything from social media to SEO and web development and has a great two-month free trial.
When you’re starting out, it’s easy to feel like you can’t afford help. However, you need to learn to value your time, and that means prioritizing and delegating. These costs are an investment in your business, and one you should definitely not miss out on.
Contributed by Carla Lopez
Have you considered becoming a digital nomad? As Investopedia states, this is a location-independent worker, which can be ideal for seniors. As a remote worker, you aren’t confined to your home or apartment but have the freedom to see the world while making ends meet. With a little legwork, you can launch a home-based business that won’t tie you down. Here are some things to consider when making the transition from retiree to entrepreneur.
First, Decide What You Want To Do
There are many types of business that you can run from home that still allow for location flexibility. Take a look at your work history, skills, and even your hobbies to get an idea of what might interest you.
Do you like to write? Offer your wordsmithing skills to businesses in need of things like blog posts, user manuals, product descriptions, or employee handbooks. Did you jump headfirst into the digital age when it began? You might make an ideal technology consultant. The point is that you already have much of what you need right inside of your head to lay the foundation of a successful entrepreneurial endeavor.
Tools Of The Trade
When you’re going to be working from all corners of the globe, you need technology. One of your most important tools is your smartphone and it’s data plan. Today’s devices can do much more than make calls, you can use them to monitor your inbox and to handle some functions of your business from the palm of your hand. Before you get started with your new venture, look for an unlimited cell phone plans so you aren’t eating into your profits with pesky overages.
You’ll also need a reliable laptop. Digital Trends has chosen the Dell brand as its top pick for portable PC powerhouses. Apple is a close second followed by HP, Microsoft, and the affordable Asus line. Choose something that’s at your price point and with bells and whistles to make your new career sing!
The Letter Of The Law
Legally, running a business from home—or on the go—is a lot like owning a brick and mortar location. Wolters Kluwer recommends that new entrepreneurs double-check with their local zoning board regarding rules and restrictions of running a commercial enterprise in a residential area.
Something else that you will need to consider is that your taxes are structured much differently when you are a freelancer or business owner than they are as an employee, even if you worked remotely before. For one, you will pay more taxes. You’ll also be required to report your earnings and pay on your self-employment earnings quarterly.
Why Should I Start A Business As A Senior?
The simple answer to this question is for a better lifestyle. Unless you have enough money to live comfortably for the next 25+ years, you’ll probably need to supplement your Social Security. Launching a home-based business is a good choice for highly-experienced workers on a budget. You don’t have to have a ton of capital, and you are in control of what you earn.
Keep in mind also that when you reach full retirement age, Motley Fool points out that there are no earning restrictions. Perhaps most importantly, once you are established, you can continue to work even when you are sick or if mobility limitations rear their ugly heads.
On top of all that, you can pursue something just for the joy of it. An idea you have put on the backburner, colleagues that you miss connecting with, or just the thrill of the hunt—it’s your baby, and there is a unique satisfaction in pursuing whatever you wish in retirement.
When you are ready to retire, the world is your oyster—and now, it can be your office. Being a digital nomad is a natural fit for seniors. Make sure you have the right tools at your side and remember, you can always change what you’re doing if you decide that checking your emails from the beach isn’t your idea of the ideal retirement.
Carla Lopez retired a couple of years ago, but she didn’t lose her entrepreneurial spirit. She created Boomer Biz for retirees like herself who still have a desire to work and achieve. The site is a resource for people in their golden years who want to start their own business or go back to work doing what they love.
The most frequent question I am asked is how a business owner determines pricing for his/her products/services that is competitive, profitable and allows for future expansion. The first question I ask is, "What is fair in a free market society?"
I know it may sound like I am avoiding their question, but it really is the beginning of how we will determine the pricing for their product. The typical response to the question is a price that can be afforded by as many people as possible and allows the company to remain competitive. That makes sense, but how do you determine what that price is?
A customer in need of a pair of shoes can go to Payless and pay $59 or they can go to Bob Ellis and pay $599. Which would you consider the more reasonable price? Initially you would assume the lower price shoes have the greatest appeal, but what if I told you the $599 shoes were 50% off of their normal price, does that change your perspective?
The point I am trying to make is you can’t be everything to every buyer; having a pricing structure that reaches a broad spectrum of buyers works well in a business with high sales volume, but may drive a small company out of business. Walmart’s average profit margin is 3%, but when you put that in the context of $256 billion dollars in sales, you can see how having a broad based, low price structure can work.
For a smaller company, you must determine who your target market is and get to know all there is to know about them. What are their spending habits? Where do they live? How much are they paying for similar products now? This is the first stage in determining a "fair" price for your customer.
We all know that a profit is a achieved when the revenue received for a product exceeds the cost of delivering the product, but what is its effect on pricing? For as long as I can remember, businesses have been running on the model of buy for $1 and sell for $2, but does that take into consideration all of the ancillary costs associated with the finished product reaching the consumer?
Strict process analysis is the key to increasing a business’s profitability. Identifying all of the segments that are involved with obtaining the finished product and their associated costs, give the business principle a clear idea of the true costs of goods sold and thereby the percentage of increase necessary over said costs to obtain the desired profit.
With a well-defined target market and a clear costs of goods sold, a business now has to turn its attention to the amount of growth it plans to achieve in the coming months and years. I know you are wondering how this has anything to do with determining a price for a product, but I would ask you to consider the relationship of profitability and expansion.
When a business achieves it’s financial goals, expansion is fueled by greater retained earnings, increased sales revenue and savings from enhanced purchasing power. Each of these factors should be considered when determining the initial price of products and projected pricing over the expansion period.
Using this model may change the traditional pricing scheme from buy for $1 and sell for $2; to buy for $1 and sell for $4, but it will increase the likelihood of long-term success or quickly show your product’s inability to reach your company’s goals.
Hall of Fame coach Vince Lombardi once said, “Winning isn’t everything, it’s the only thing!” This statement is true for every effort we endeavor and reflective of the attitude we should have during the process. Over the past year I have seen a growing percentage of people, businesses, and organizations who fail to reach their maximum potential because of fear of failure.
What prompted this rare rant is the same fear ruining one of my favorite shows, Jeopardy. I have been watching Jeopardy for at least 30 years and not only enjoy the trivia aspect, but the gamesmanship of mastering the signal button and strategic wagering. For the past three days, the reigning champion has been defeated because they failed to bet aggressively enough to win. By that I mean if they had wagered all of the money available they would have won, but lose because they were wagering on getting the answer wrong and hoping their opponents did the same.
Back in the 90’s I decided to attend tryouts to become a Jeopardy contestant. The process is three rounds of competition where the large group is paired down to a hand full of contestants who are then invited to the studios in California for another round before making it to the show. The competition is very fast paced and we quickly moved from about 200-300 down to 20 or so before I was eliminated.
After the final group was selected, I was walking to my car and noticed a very collegial conversation going between a group of contestants. As I moved closer one congratulated me and asked if this was my first time trying out. When I told him “yes”, he told me that the average contestant on Jeopardy has tried out at least three times and some as many as five or six. This particular group had followed the tryouts to a few states and this time one of them made it to California.
That conversation gave me a whole new level of respect for Jeopardy contestants because they were not only knowledgeable, but tenacious in the pursuit of their ultimate goal. So you can understand my frustration when I see today’s contestants do all of the preparation to get on the show, only to doubt themselves at a pivotal moment.
As a business strategist, when I am working with nascent entrepreneurs I really try to talk them out of going into business for themselves. I remind them of the statistical improbabilities and how they can achieve many of their goals through increasing their skillset in their current vocation. The ones who look at me like I’m crazy and argue profusely are usually the ones I take on as clients. Winning has far more to do with “attitude than aptitude”, you have to want to win more than you want anything else and “good enough” is failure. Otherwise, how do you justify all of the time, money, and relationships you put on the line?
For the past few days I curiously went around and asked different businesses what their day to day problems were.
The answers varied, but a large bulk of them responded they needed more customers.
The majority of the businesses I visited were owned by Baby Boomers. Coincidence? No! Here’s what I came up with.
Baby Boomers grew up in the era of radio and the yellow pages. That's right! You put an ad on the radio or in the yellow pages and the customers came!
Build it and they will come, right?
Although I believe in the 'build it and the they will come' concept, now that we are knee deep into the Internet era (one I happened to have grew up in) having a method, a strategy, a playbook saves you time, essentially money!
Now, why am I telling you this?
Throughout the time I spent around numerous well-earned and revenue generating businesses and entrepreneurs (roughly 8 months), I've learned that the real secret to spiking your revenue and building your brand awareness is right in your homes and in your hands. The Internet! More specifically, Facebook.
I know. You already knew that because you’re on social media posting quotes and sharing pictures of the food you ate today and such. My question to you is, are you making any money doing that? I'm no psychic but I can guess that your answer is probably no.
Facebook likes and comments are nice. No, they really are! Interaction is everything, even if you have only a few followers. However, if you do not know how to convert that interaction (or traffic) into sales, you're pretty much wasting time. And time is money, right?
I'll wrap this up here. I've done the work to let you know that you're not alone. Everyone is having the same problem, even some business owners who are already generating over million dollars. How'd you think I got one of my first clients?
Therefore, now that you know there’s a problem or that you can do something better, hire someone to fix it. Outsource! The market is centered around social media and my advice to you is, don't try to beat the market or hunt for treasure without a map. It's the quickest way to waste a ton of time and eventually end up BROKE!
While I have never been one to use the latest buzzwords, “growth hacking” is a concept worth adopting and its implementation can be the difference between your company thriving or just surviving. If we look back in history, the closest concept to growth hacking would be “benchmarking”, which is the practice of analyzing your competitors to see if you can learn methods of improving your market position. According to businessdictionary.com, the objectives of benchmarking are (1) to determine what and where improvements are called for, (2) to analyze how other organizations achieve their high performance levels, and (3) to use this information to improve your company’s performance.
In the digital age, growth hacking does share some of the same attributes of benchmarking, but on a much deeper level. Growth hacking concentrates more on gaining market traction through application of data driven strategies that are tested, retested, and duplicated across as many platforms as possible.
For example, if you have a target audience of 11-17 female, you can use software to examine marketing techniques of a famous artist like Taylor Swift to get a glimpse into how her marketing department best reaches that audience. Using this type of software gives your company insight into an average number of hits on Taylor Swift’s website, where the hits originated, key words used in SEO efforts, and samples of ads run over several campaigns.
Armed with this information, your company should A/B test versions of your website pages, splash pages, and information downloads in order to determine which iteration lead to the desired conversion rate. Be sure to chart the results of each change, but be careful in the number of changes you make per iteration. Try not to change more than two elements per session and have the test page be 40% of exposure to ensure you are not losing conversions as a result of trying something new.
The final stage of growing hacking is increasing your company’s voice as a thought leader in your discipline. Write a book, preferably in collaboration with a well-known influencer, send articles and blogs to local, regional, and national publications; build relationships with bloggers, who reach your consumer with different products or topics and offer to provide content, and add your company’s names to the lists of experts for local television and radio shows. All of these methods will help drive traffic to your new and improved website, significantly improve your SEO rankings, and increase conversions and profitability.
In summary, benchmarking has been a very effective tools for companies to increase market share, but growth hacking represents the next era of competitive analysis and growth through incorporating proven methods and strategies from many industries globally.
I recently read a study conducted by St. Gallen University discussing business model innovation and how to tell when it is time to re-think your current business model. So what is a business model? In the study, a business model is defined as, “a unit of analysis to describe how the business of a firm works”. In simpler terms, your business model is a list of all of the various parts that make up your “secret sauce” and how that is transferred to customers as an item of value.
As a business strategist, my profession is to perform deep analysis on symptoms of errant business strategies, determine their origin, and rebuild strategies to get companies back on track. While we have been successful in accomplishing these goals, most solutions are built around concepts that were unknown or under-developed in our clients’ current core strategies, not business model innovation. This realization caused me to examine the difference between building better solutions and re-thinking business models to determine if my firm needed to re-think our business model.
Building Better Solutions
Building better solutions typically results when a current business measure has shown a trajectory other than what the business owners desires. This can includes employee turnover, slowing sales, loses in productivity and/or profitability, or team conflict, to name a few. In these scenarios, my team functions like forensic scientists, where they look at every possible cause of the trajectory change and systematically track its origin.
For example, we had a client whose sales were not meeting company expectation. While the natural assumption would be a problem in marketing and advertising, our team found that the problem was with the relationship between the sales manager and the sales team. After coaching sessions with the sales team alone, management alone, and one session with everyone, sales improved 15% in the next quarter. After reading the St. Gall study, I have to wonder if the improvements would have been greater if our solutions were used to help the business owner re-think his/her business model.
Business Model Innovation
While building better solutions usually results in changes in processes and practices, it does not require changes to the overall business model. Business model innovation (BMI) occurs when a business owners examines their target audience, value proposition, delivering the value, and the revenue model to capture customers seeking that value, and making changes to two of the four sections. As the study describes, BMI does not have to be an industry changing breakthroughs, it can start as simple as adopting proven strategies from corporations that have achieved the level of success the company desires.
For example, in the tire industry it is common to see sales that offers “buy three, get one free”. What if a retail company used the same method, but modified to fit their industry? Imagine the response if a retail store offered, “Spend $200 in one department, get a $50 gift card for any another department”? By making this change to the value proposition section of the business model, the business could expand their market reach within existing customers, increase sales in departments that are under performing, retarget customers if the $50 gift card is not redeemed the same day, and introduce an enticing concept to new customers.
To make the BMI complete, the business owners would also change the revenue model to one that makes the $200 purchase be in a department where profitability is high (i.e. clothing) and require all customers to register to receive the $50 gift card, to fortify the sales funnel. Further, using digital marketing and social media customers could be re-targeted based on the purchases in both departments and offered incentives for referring friends and family.
After my analysis I have concluded building better solutions is “a pound of cure” and business model innovation is “an ounce of prevention”. Our clients and business owners in general would be better served by looking at the totality of their business model in response to unwanted trending. Definitely make changes to processes and practices to get the business back on track, but use those strategies as a measure of the effectiveness of the related business model section. During the re-thinking process if changes are made, the business owner must also examine the effect of those changes on the other three sections and adjust accordingly.
Click here for a video summary of the study.
Click here for our BMI notes.
Whether you voted for the president elect or not, we have to recognize the unique opportunities that may be afforded us by having a President who is an owner of a multi-billion dollar, multinational corporation. If President Trump were to use the same principles in governing the United States as he would evaluate a corporation he just purchased, we could experience a significant positive impact as entrepreneurs and business owners.
In this scenario, the federal government would be the parent company of USA Inc. The 50 states would be franchisees, run by individual CEOs (governors), and Congress would be the board of directors. The citizens of the USA would be the primary stock holders and would receive quarterly statements on productivity, profitability, and overall fitness of their investment. There would be quarterly meeting between the CEOs and President Trump, where each would give a state of the state and President Trump would give a state of the union report to Congress annually.
Once this core system is in place President Trump would then look at the current fiscal budget to determine the causes of the mounting deficits. He would remove redundant and unnecessary departments including the IRS, Department of Education, Health & Human Services, and the Department of Transportation. Additionally, the government would remove subsidies and special tax breaks for companies with sales above $100 million, which would total annual savings of $250 billion. The government would still provide oversight on those services by appointing a few executive vice-presidents who will oversee up 18 states each and have a staff of no more than three in this effort.
The money saved would be given to the states to scale up for increased responsibilities, building better systems for service implementation, and fulfilling the requirements of implementing a consumption tax that replaces the income tax system.
Further, each entity of USA Inc. (TANF, Medicaid, Medicare, etc.) that provides services to the American people would be audited to determine if current strategies maximize productivity while reducing costs; for example, using a competitive bid system for Medicare/Medicaid providers including doctors, pharmaceutical companies, hospitals and equipment companies. In this scenario, service providers would receive competitive rates, but will be held to strict standards of quality service and brand experience. Potential savings could easily top $50 billion dollars.
The result of these activities would be an annual operating budget of $2.8 trillion dollars and more than $200 billion dollars a year being paid on the national debt, through increased revenue from the consumption tax and savings from eliminating pork-laden bureaucracies.
In terms of raising the standard of living for USA Inc.’s shareholders, by lowering the top corporate tax rate to 25% for companies with sales above $100 million dollars and 15% for all others, it will be easy to move the minimum wage to $15 per hour. Moreover, corporations would be given tax incentives to contribute to employee housing, childcare, and health insurance to offset the increases caused by the consumption taxes. The lowering of corporate taxes would also remove the incentive for corporations to outsource services, thereby bringing jobs back to USA Inc., which will revitalize smaller states, provide funding for education, and raise the economic strength of individual communities.
With the core functionality of USA Inc. under control, President Trump and Congress would turn their attention to our global economic engine and apply the same level of scrutiny, cost cutting, process improvement, and accountability. All supply chain partners will be held to the same standards of USA Inc. or will risk removal from the supply chain. New partnerships will be forged in emerging markets that have products/services that not only fit our needs, but the prospective partner has shown a willingness to raise their standards to that of USA Inc.
I know this is a short snippet in a much larger conversation, but we need to start this conversation with our local politicians to make the best of a once in a lifetime situation and truly make America great for everyone!!