Small business is again in transition. Many employees, now working from home, are no longer tied to a geographic office and the woes of commuting. This is a relatively new phenomenon with hints of explosive sector growth in the days ahead. As this turbulent economy has forced downsizing, offshore restructuring and closures in large companies, many new entrepreneurs have been born. These are people, who instead of tirelessly attempting to find new employment and possibly enduring the same fate as previously experienced, are now starting small businesses and enjoying the benefits and perils of self-employment.
There's an old story telling of an Admiral's decision to fight a battle against overwhelming odds. It seems that he was approaching the coast of an enemy land, with a larger naval force closing in from behind and a great army approaching from the land ahead. He prayed and then addressed his men. He announced that their battle weary forces would land on the beach ahead, dig in and prepare for the upcoming battle. There was no turning back and no other alternative. He ordered their ships burned after they landed. Their only choice was to fight to win or perish. They defeated their enemy because he eliminated any other escape route. They were fixed on the goal of survival and none other.
That is the same attitude we as entrepreneurs must take. We can not afford to be denied. We must grow and prosper or our business will surely perish. We must constantly be looking for ways to cost-effectively market our business and increase sales. We must control costs and have sufficient cash flow for daily operations. Each of us must be persistent, relentless and vigilant. As CEO, we are the manufacturer, the sales team, the marketing department, legal office, accounting office, human resources manager, IT manager, the webmaster and so on. We can't afford to be all these positions. Our job is to sell! We must locate cost effective resources to help us grow and protect our investment in our business.
The growth of the internet has changed our marketplace as well. Years ago, a small business owner decided upon a geographic chunk of the market and set up shop. Today, that shop is typically located in an office at the entrepreneur's home. The marketplace is now the world. The costs of marketing products and communicating worldwide are so low that almost anyone can take part in this revolution. Sophisticated voice mail, cell phones, email and effective ecommerce web sites now provide the illusion of size and grandeur for even the smallest home-based business. The end customer typically has no idea whether their supplier is local or across the world. He may be dressed in a shirt and tie or in his pajamas! All that typically matters is that the exchange of product and services is successfully made for a profit.
It is critically important for the small, home-based entrepreneur to be aware of resources available to her as she makes this great leap. Too many people leap prematurely into business only to fail because of poor planning and insufficient financial resources. Do not get caught in this trap. Don't quit your day job until you have enough cash on hand to pay the bills for at least a year into your new venture. Become aware of and develop the resources available to you. You want everything possible going for you as you make this leap of faith into the entrepreneurial world.
There are incredible resources, partially funded by the State and private resources, available at little to no cost to entrepreneurs, with the purpose of aiding the successful growth of small business. Some additional national resources are:
There are also numerous magazines devoted to small business, home-based business, marketing, sales, accounting, etc? Get tuned in to these and other resources available to you. Read your industry publications to stay abreast of competition and other facets of your business interests.
A single legal issue, FACTA problem, accounting error or marketing miscue can put you out of business. In the case of FACTA, insufficient security or poor record-keeping these days could find you legally responsible for a single employee's identity fraud issue, which may end up being very costly. A single lawsuit or vendor dispute can shut you down. Many entrepreneurs are ignorant, ill-prepared and under-schooled with regard to these and other issues. Do not get caught in the deadly ignorance trap.
There is more opportunity available today than ever before for the wise entrepreneur. Get all you ducks in a row before you make the fateful leap into the new world marketplace. Be smart, learn all you can as quickly as possible and take action on your ideas. Like the Admiral, be determined to win in the face of what may appear to be overwhelming adversity.
Which makes you totally unlike us.
In true "leap and the net will appear" fashion, we jumped into business back in 2004 with a couple of retained corporate clients and a coffee pot. No plan in sight.
We're not bragging. Truth is, we spent much of last year backtracking, overhauling, and recovering.
And as we've grown, gone to boot camps and seminars, and learned the hard way how to attract new clients, we've discovered what's most important for our business development (and our prosperity).
It's called a Content Plan.
***What IS a Content Plan?*** A Content Plan focuses on informing, educating, and entertaining your ideal audience. It involves them in your story, inviting them to care about you on an emotional level.
And since people buy on EMOTION, this is a very good thing.
Strong Content Plans take the "Know, Like, and Trust" factor and formalize it into an honest and genuine relationship-building habit.
And here's the secret sauce:
Everything you send out becomes another reason or opportunity for your prospects to invest their time and money with YOU.
(WARNING: Content Plans don't work if you don't genuinely care about the audience you serve and the goals they have.)
***What's in a Content Plan?*** The details rely on your core competencies and your audience's needs and desires, but yours may involve one or a combo of the following:
* An industry blog * Focused press releases * White Papers or Special Reports * Articles for trade publications * Live workshops * Speaking engagements * Newsletters * Teleclasses
The point is to start with one, get good and comfortable with it, then add another one that builds purposefully on the first.
***Why Do I Desperately Need a Content Plan?*** Out of the 47,321 ways you can communicate with your target market, a Content Plan helps you:
1. Focus on 3-7 that are most aligned with your business goals.
2. Get 'em on your calendar in a strategic way.
3. Roll 'em out one at a time, so by your next fiscal year, you've got a treasure trove of audience-focused information, marketing assets, and public PROOF you're an active expert and THE leader in your field.
The end result?
Because you've taken the time to forge a relationship with your posse, you become their go-to resource when they're ready to invest in the product or service you offer.
If you fail to make a plan that connects you with your target market? You're just another generic storefront ? one of thousands yammering about why consumers should buy from you.
Ick.
In essence, a Content Plan is an official dis of the Transparent Pitch, in favor of a win-win method and mindset.
Content over time. Regular, repeated, varied forms of follow-up touches of useful, gotta-have information. It's a beautiful thing.
And at the end of just a year ? even if you haven't done it perfectly! ? you'll have created a veritable, profit-boosting empire within your niche.
Both John Writer & Lani And Allen Voivod are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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