| Nearly everybody has had the thought, "I wonder what | | | | way. |
| being the boss would be like?". Many people end up | | | | 4. Learn All the Time |
| taking the plunge - and if you're thinking about doing the | | | | Make sure that you are constantly learning about your |
| same, do yourself a favour and take these tips into | | | | industry, even if some of it falls outside your specialty. |
| account, they'll save you a lot of heartache. | | | | This will allow you to competently recommend |
| 1. Have a Point of Difference | | | | somebody else for the job (and pick up a spotters' |
| In order to really do well in your market, you need to | | | | fee). |
| have a really distinct difference from other businesses | | | | 5. Have Some Knowledge of Online Marketing |
| - you have to give people a reason to use you, instead | | | | Probably the best way for a small business to |
| of your competitors. And no, your point of difference | | | | advertise is online, provided they have a good website |
| isn't "price" or "service", everybody and their mum's | | | | and it's marketed effectively. When choosing |
| dog's niece says they have the best service, and price | | | | somebody to make a website, go with a boutique |
| battles aren't the kind of things you want to get | | | | agency or a freelancer, provided they have some |
| involved in, especially if you're competing with | | | | good references and can demonstrate a good |
| somebody who can lose money longer than you. | | | | portfolio. Big web agencies have big expenses, and |
| Rather, you should have a killer guarantee on your | | | | therefore they provide expensive websites. Also |
| work, or a generous free trial, or an obligation free | | | | ensure that your web designer knows a thing or two |
| consultation, etc. The sky's the limit on your point of | | | | about creating search engine friendly website - ask to |
| difference, just make sure it's different, and people | | | | see some examples of well ranked websites that |
| want it. | | | | they've made. If you've done a little reading on the |
| 2. Systemise, Systemise, and then Systemise a little | | | | subject is a good start) then you'll be able to tell if |
| More | | | | you're being feed a line. |
| Once you start getting into the groove of owning your | | | | 6. Charge What You're Worth |
| own business, you should make sure that you | | | | If your a services based business, you are probably |
| document and implement systems that clearly and | | | | torn as to how to charge clients - should I charge what |
| easily describe the most effective ways to complete | | | | my competitors charge, or by the hour, or enough to |
| a certain task. This not only saves you time, but it will | | | | pay the bills? I have another thought: Charge What |
| also help new employees down the track. And if you | | | | You Are Worth. This is the formula - how much will |
| eventually decide to sell your business or take a | | | | that client make or save as a result of your services? |
| holiday for a while, your systems and procedures | | | | What percentage of that figure could you reasonably |
| should ensure that your business stays on track. | | | | ask for if you can demonstrate the figure saved |
| 3. Measure Everything You Can | | | | made? Charge that. |
| "If it can be measured, it can be managed", so the | | | | 7. Deliver What You've Promised |
| saying goes. It's critical to measure everything that you | | | | In a perfect world, it would be natural for a business to |
| want to improve, such as the source of leads coming | | | | deliver exactly what it said in the sales pitch - |
| through the door. For example, if you are a blinds shop | | | | unfortunately, we don't live in a perfect world. Even if |
| and you get walk-through visitors, make sure that you | | | | you deliver exactly what you said you would and |
| ask how they heard of you, document if they convert | | | | nothing more, you're probably head and shoulders |
| into a sale, and record what the sale amount is. This | | | | above your competitors. But, if you can deliver more |
| allows your to determine whether the lead generation | | | | than that and positively wow your customers, then |
| method used to get them in the door is actually | | | | you'll be creating evangelists for your business - these |
| generating a positive ROI. John Wanamaker, some | | | | are people that will proclaim far and wide that you are |
| say the father of modern advertising, once said, "Half | | | | the best plumber/mechanic/assassin/lawyer in the |
| the money I spend on advertising is wasted; the trouble | | | | entire world, and there ain't a better thing in the world |
| is I don't know which half". It doesn't have to be that | | | | for a small business than that. |