Showcasing early entrepreneurs has a twofold purpose. One is to offer an added marketing communications or social media element to help promote their businesses. The second is to provide a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing insights begins with hearing their stories firsthand beginning with a conversation with
Tony Palumbo, owner
LocalTech4Hire.com
support@localtech4hire.com
www.LocalTech4Hire.com
847-331-8764
ABOUT MY BUSINESS
LocalTech4Hire.com provides economical website development for small business owners who know they need an online presence, but up until now, thought website development was cost prohibitive. Building basic websites that are affordable gives new companies the opportunity to get started with Internet sales and marketing. At the same time, it takes their goals and vision directly online. As they begin to prosper and outgrow their site, I’m then able to help them, at that point, with the development of a more advanced site to better suit their current needs.
WHY I GOT STARTED
I began LocalTech4Hire.com after realizing that I was as far as I was going in my current career. I had gone as far as possible in my position and advancement did not look promising so I needed to take control of my own future success. I knew that my true interest, talent and value lie in web development. So, I pursued the education and training necessary to become a professional website developer and, soon after, started LocalTech4Hire.com.
MY UNIQUENESS
Besides my very affordable pricing which, first and foremost, is what sets me apart from my competition, my ability to quickly understand the individual needs and requirements of my clients is also a unique capability. Finding the most cost-effective solution to what will work best has resulted in solid relationships among my customers.
IDEAL CLIENT PROFILE
Companies that don’t have any online presence and, as a result, are not prospering would, naturally, be a good client for me. In addition to that, businesses ready to upgrade or refresh their websites would also fall into my ideal customer profile.
MY MARKETING METHODS
I’ve found that doing a lot of face-to-face networking is working well for getting my business the recognition it requires. At the same time, I’m a member of the local Rolling Meadows Chamber of Commerce. MeetUp group networking is another means of meeting other business owners who might need my services. Another method for generating awareness is to engage in online Q&As and leaving a link to my website.
SHARED ADVICE
What I found more encouraging than surprising was how helpful people can be with regard to my business startup. I have received so many tips, ideas and advice from other professionals that it has truly been a most positive experience. I wish I had known about the great source of information and opportunity my local chamber of commerce provided. I spent quite some time not really knowing how to get my name out into the marketplace before becoming a chamber member. I’d recommend to other aspiring entrepreneurs that they prepare and follow a detailed business plan. Having a set direction will keep you on course and help to ensure that you waste little time building your business. Also, get involved in networking to make the important contacts it takes to move your business forward. It’s a good idea, as well, to research your competitors. Find out who they are, where they’re located, who they are targeting and what they are offering. By doing so, you’ll be in a better position to provide a greater value at the fairest price which is one formula for future success.
Showing posts with label entrepreneurs. Show all posts
Showing posts with label entrepreneurs. Show all posts
Monday, February 14, 2011
Monday, January 3, 2011
Recap of 2010 Featured Entrepreneurs' Stories
Throughout 2010, a great number of local businesses were showcased on this blog. I'd like to thank each and every entrepreneur who participated in sharing his or her story of both their
ambitions and anxieties. I hope you were able to glean some wisdom and new approaches to similar challenges facing your own businesses.
Two things surprised me while interviewing these professionals. One was the genuine willingness of each to be open about their concerns, and the other was the thread of similarities found among their stories. TRANSPARENCY will continue to present new and seasoned entrepreneurs in 2011 as long as the high interest and enthusiasm remains the same as that of 2010.
Thanks to all,
Jan Long
Janlong Communications
janice@janlongcommunications.com
BRIEF 2010 RECAP OF ENTREPRENEUR COMMENTS
Reasons for Starting Their Businesses
Many had personal reasons, while others experienced professional circumstances that caused them to venture out on their own. Freedom from the corporate culture was popular, the ability to operate a business from any location was unique, the opportunity to provide a resource for those in need surfaced, and the unexpected and uncontrollable career shift was the reoccurring reason among many for becoming their own boss.
Sampling of Unique Business Challenges
Starting over always presents a challenge as it did among some entrepreneurs. Starting a business just as the economy crashed presented major challenges to several. Knowing how and when to close the sale is something many entrepreneurs struggled with as did finding new ways to increase their number of clients. Getting prospects to realize how they will benefit from the entrepreneur's services, and finding new ways for potential clients to build the entrepreneur's products/services into their budgets challenged a few.
Some Shared Advice
Besides continually researching and constantly re-evaluating your markets, some entrepreneurs recommended working with professionals to outline your goals; don't be surprised if your business takes more time and money than you originally anticipate; find and build a business that you love doing; don't over-analyze everything - just do it; pay no attention to critics; and, just keep focused and you will surely succeed.
If you are interested in having your business showcased, please contact janice@janlongcommunications.com.
ambitions and anxieties. I hope you were able to glean some wisdom and new approaches to similar challenges facing your own businesses.
Two things surprised me while interviewing these professionals. One was the genuine willingness of each to be open about their concerns, and the other was the thread of similarities found among their stories. TRANSPARENCY will continue to present new and seasoned entrepreneurs in 2011 as long as the high interest and enthusiasm remains the same as that of 2010.
Thanks to all,
Jan Long
Janlong Communications
janice@janlongcommunications.com
BRIEF 2010 RECAP OF ENTREPRENEUR COMMENTS
Reasons for Starting Their Businesses
Many had personal reasons, while others experienced professional circumstances that caused them to venture out on their own. Freedom from the corporate culture was popular, the ability to operate a business from any location was unique, the opportunity to provide a resource for those in need surfaced, and the unexpected and uncontrollable career shift was the reoccurring reason among many for becoming their own boss.
Sampling of Unique Business Challenges
Starting over always presents a challenge as it did among some entrepreneurs. Starting a business just as the economy crashed presented major challenges to several. Knowing how and when to close the sale is something many entrepreneurs struggled with as did finding new ways to increase their number of clients. Getting prospects to realize how they will benefit from the entrepreneur's services, and finding new ways for potential clients to build the entrepreneur's products/services into their budgets challenged a few.
Some Shared Advice
Besides continually researching and constantly re-evaluating your markets, some entrepreneurs recommended working with professionals to outline your goals; don't be surprised if your business takes more time and money than you originally anticipate; find and build a business that you love doing; don't over-analyze everything - just do it; pay no attention to critics; and, just keep focused and you will surely succeed.
If you are interested in having your business showcased, please contact janice@janlongcommunications.com.
Tuesday, December 21, 2010
Financial advisor finds more freedom, less stress away from Wall Street
Showcasing early entrepreneurs has a twofold purpose. One is to offer an added marketing communications or social media element to help promote their businesses. The second is to provide a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing insights begins with hearing their stories firsthand beginning with a conversation with
Frank Griseta, financial advisor
The Griseta group
847-923-1707
fgriseta@focusfinancial.com
http://www.focusfinancial.com/
MY MOTIVATION
I realized early on that the trend among Wall Street financial institutions was to focus more on revenue than on what was best for the customer. This wasn’t my approach. I wanted to do something that was more efficient and a lot more beneficial for the client. I wanted to perform this way within the firms that I had worked, but wasn’t allowed to. Meanwhile, I continued providing my clients with a very great value at a very reasonable price. As a result, when I moved my practice to my new firm, most of my clients came with me. I was told by a very successful person that if you want to work for a company that doesn’t exist, go out and create it. And that is exactly what I did.
ABOUT MY BUSINESS
The Griseta Group focuses on comprehensive financial planning for its clients. Outside of just investments linked to the stock market which, of course, is a very important part of a financial plan, I like to look at the overall financial picture and try to help clients have financial success not only in one area, but in all areas of their lives. I feel that once someone is well-rounded from a financial standpoint that it alleviates a lot of stress from their life.
MY UNIQUENESS
Because the margins are tight among the competition, most of them look at the amount of assets coming in and invest them simply to generate the greatest amount of revenue. To me, it’s more about getting a person from point A to point B. I feel that the way I invest money and the fee that I charge creates a lot of transparency. My approach allows the client to see the activity within their portfolios to the point where it’s clear that I am not just trying to generate revenue. Even before I create a relationship with a client, I explain to them how I will be moving their assets and how I be compensated, so that they have a complete understanding of the process as well as of each transaction.
MY IDEAL CLIENT
Usually, I look for clients with at least $250,000 to $500,000 or more in investible assets. However, that doesn’t necessarily mean that people under those amounts are not entitled to financial planning, we well. For people who fall into this category, I have established programs that are just as transparent as those that I offer my other clients.
MARKETING METHODS
I’m a pretty avid networker. I attend a great number of events on a regular basis, but do so strategically. I try to target those in their 40s to 60s who most likely are in the asset bracket on which I’m focused. I also recently rejoined the Greater O’Hare Association and Elk Grove Chamber of Commerce which I think will be a good fit for me.
SHARED ADVICE
What surprised me the most about starting my business and being away from Wall Street was the amount of freedom that I have in being able to take care of my clients. If you are less stressed you can perform at your best. Moving away from the corporate rat race is allowing me to do that. The one thing that I would have done differently would be to have more help in the beginning. Moving a book of business requires a lot of paperwork of which I did 95 percent by myself. I’d tell prospective entrepreneurs that entrepreneurship is very rewarding. Make sure you do your homework, make certain you are prepared, and have the proper funding necessary to serve your clients. Make use of an advisor or mentor to help you distinguish between the emotional decisions and the business decisions. In the end, just never give up.
Editor's question: How many of you entrepreneurs have also built the business that you've always wanted to work for?
Frank Griseta, financial advisor
The Griseta group
847-923-1707
fgriseta@focusfinancial.com
http://www.focusfinancial.com/
MY MOTIVATION
I realized early on that the trend among Wall Street financial institutions was to focus more on revenue than on what was best for the customer. This wasn’t my approach. I wanted to do something that was more efficient and a lot more beneficial for the client. I wanted to perform this way within the firms that I had worked, but wasn’t allowed to. Meanwhile, I continued providing my clients with a very great value at a very reasonable price. As a result, when I moved my practice to my new firm, most of my clients came with me. I was told by a very successful person that if you want to work for a company that doesn’t exist, go out and create it. And that is exactly what I did.
ABOUT MY BUSINESS
The Griseta Group focuses on comprehensive financial planning for its clients. Outside of just investments linked to the stock market which, of course, is a very important part of a financial plan, I like to look at the overall financial picture and try to help clients have financial success not only in one area, but in all areas of their lives. I feel that once someone is well-rounded from a financial standpoint that it alleviates a lot of stress from their life.
MY UNIQUENESS
Because the margins are tight among the competition, most of them look at the amount of assets coming in and invest them simply to generate the greatest amount of revenue. To me, it’s more about getting a person from point A to point B. I feel that the way I invest money and the fee that I charge creates a lot of transparency. My approach allows the client to see the activity within their portfolios to the point where it’s clear that I am not just trying to generate revenue. Even before I create a relationship with a client, I explain to them how I will be moving their assets and how I be compensated, so that they have a complete understanding of the process as well as of each transaction.
MY IDEAL CLIENT
Usually, I look for clients with at least $250,000 to $500,000 or more in investible assets. However, that doesn’t necessarily mean that people under those amounts are not entitled to financial planning, we well. For people who fall into this category, I have established programs that are just as transparent as those that I offer my other clients.
MARKETING METHODS
I’m a pretty avid networker. I attend a great number of events on a regular basis, but do so strategically. I try to target those in their 40s to 60s who most likely are in the asset bracket on which I’m focused. I also recently rejoined the Greater O’Hare Association and Elk Grove Chamber of Commerce which I think will be a good fit for me.
SHARED ADVICE
What surprised me the most about starting my business and being away from Wall Street was the amount of freedom that I have in being able to take care of my clients. If you are less stressed you can perform at your best. Moving away from the corporate rat race is allowing me to do that. The one thing that I would have done differently would be to have more help in the beginning. Moving a book of business requires a lot of paperwork of which I did 95 percent by myself. I’d tell prospective entrepreneurs that entrepreneurship is very rewarding. Make sure you do your homework, make certain you are prepared, and have the proper funding necessary to serve your clients. Make use of an advisor or mentor to help you distinguish between the emotional decisions and the business decisions. In the end, just never give up.
Editor's question: How many of you entrepreneurs have also built the business that you've always wanted to work for?
Monday, December 6, 2010
Relocating at start of recession causes event planner to rebuild
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Melissa Bingham, president
Bingham Marketing & Events
mcbingham@binghammarketingevents.com
www.binghammarketingevents.com
847-716-0673
ABOUT MY BUSINESS
Bingham Marketing & Events offers full-service event and meeting planning for businesses, non-profit organizations and individuals. I also work with many smaller businesses on their marketing needs which includes developing and implementing their marketing plans.
MY UNIQUENESS
Unlike most event planners, I bring the marketing experience to everything that I do. I really look at everything from a marketing prospective. Every event, every promotion, and every social event is all about marketing no matter how obvious or subtle. I always start out with asking what is the client’s goal, what are we trying to achieve?
IDEAL CLIENT PROFILE
My Ideal client is someone who wants to make a mark or establish a presence and enhance their brand. They know they want to make a great impression and difference in their business, but don’t exactly know how.
UNIQUE BUSINESS CHALLENGE
My family relocated here two and a half years ago, so my initial challenge was to re-establish myself in the Chicagoland marketplace. I’ve had my company since 1997 in both Indianapolis and Detroit, and when we moved here in the summer of 2008, I had a grand plan of what I was going to do and how I was going to market the business. Then the market turned. Consequently, the Detroit business that I thought was going to continue was cancelled. At that point, I had to step back and re-evaluate not only how I was going to establish whole new client and vendor bases, but also how I was going to do that on no marketing budget.
EFFECTIVE RESOLUTION
Because the Chicagoland market is so diverse, I made the decision to initially focus in a microcosm and then slowly expand my base outward. I began networking like crazy. I looked at what organizations I wanted to join, what types of events I needed to attend, what kinds of things could I volunteer for to get myself known. I have been fortunate that most of my business over the years has come by way of referrals. I have been working harder than I ever have to gain new clients. As a result, 2010 has developed into a good year. Now, my plan is to move out of this microcosm and widen the scope of my business by attending more diverse events and making more connections.
Editor's question: What case studies of entrepreneurs successfully starting or rebuilding a business during a down economy can you share?
Melissa Bingham, president
Bingham Marketing & Events
mcbingham@binghammarketingevents.com
www.binghammarketingevents.com
847-716-0673
ABOUT MY BUSINESS
Bingham Marketing & Events offers full-service event and meeting planning for businesses, non-profit organizations and individuals. I also work with many smaller businesses on their marketing needs which includes developing and implementing their marketing plans.
MY UNIQUENESS
Unlike most event planners, I bring the marketing experience to everything that I do. I really look at everything from a marketing prospective. Every event, every promotion, and every social event is all about marketing no matter how obvious or subtle. I always start out with asking what is the client’s goal, what are we trying to achieve?
IDEAL CLIENT PROFILE
My Ideal client is someone who wants to make a mark or establish a presence and enhance their brand. They know they want to make a great impression and difference in their business, but don’t exactly know how.
UNIQUE BUSINESS CHALLENGE
My family relocated here two and a half years ago, so my initial challenge was to re-establish myself in the Chicagoland marketplace. I’ve had my company since 1997 in both Indianapolis and Detroit, and when we moved here in the summer of 2008, I had a grand plan of what I was going to do and how I was going to market the business. Then the market turned. Consequently, the Detroit business that I thought was going to continue was cancelled. At that point, I had to step back and re-evaluate not only how I was going to establish whole new client and vendor bases, but also how I was going to do that on no marketing budget.
EFFECTIVE RESOLUTION
Because the Chicagoland market is so diverse, I made the decision to initially focus in a microcosm and then slowly expand my base outward. I began networking like crazy. I looked at what organizations I wanted to join, what types of events I needed to attend, what kinds of things could I volunteer for to get myself known. I have been fortunate that most of my business over the years has come by way of referrals. I have been working harder than I ever have to gain new clients. As a result, 2010 has developed into a good year. Now, my plan is to move out of this microcosm and widen the scope of my business by attending more diverse events and making more connections.
Editor's question: What case studies of entrepreneurs successfully starting or rebuilding a business during a down economy can you share?
Wednesday, October 6, 2010
Despite recession analytics consultant sets up niche business in 24 hours
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Alex Caffarini, president
Analysights, LLC
www.analysights.com
acaffarini@analysights.com
blog: http://analysights.wordpress.com
847-895-2565
ABOUT MY BUSINESS
We’re a market research and analytics firm that helps companies make better marketing decisions based on analytics. In other words, imagine having a magic wand that would tell you which non-customers would have the best chance of becoming customers, or which current customers are at risk of leaving you and going to a competitor. We’re able to do this by comparing a customer’s purchasing history, demographics, and psychographics to those former clients who have left your company. We can also come up with a score for your current customers using similar data to better know on which ones you should be spending your marketing dollars. In addition, we’re able to provide information through surveys on how much the market is willing to pay for a new product concept as well as the size of the market.
IDEAL CLIENT PROFILE
My ideal client would typically include banks, credit card companies with $500 million to $2 billion in assets. Or associations with large memberships wanting to determine which non-members are likely to become members and which current members are at risk of leaving. Typically, any data-rich industry whose companies collect a lot of statistics on their customers for marketing effectiveness would be a perfect client – mobile broadband firms, retail catalog companies, direct marketers, credit unions, credit card companies.
MY UNIQUENESS
We’re strong in discussing complex analytical concepts in layman terms so that anyone not familiar with statistics or analytics in market research will gain a simplified understanding of everything they need to know. We don’t use any heavy technical jargon to which most clients can’t relate. And, our size allows us to offer a great deal of personal interaction between us and the client.
BUSINESS CHALLENGE
My primary challenge was to get this business flying in the midst of a recession. The company will be two years old this November. I had been working for the American Medical Association at the time doctors began dropping their memberships. I saw the writing on the wall and decided to start my business in 2008.
EFFECTIVE SOLUTION
I wasted no time in getting things moving. I got my tax papers in order, created my business plan, got my LLC designation, and set up my website all in the span of a single day. Obtaining that first client became my focus. I participated in countless networking events because demonstrating your abilities and capabilities is key to selling any consulting service, especially analytics. I worked on getting myself known as an expert in the field – “You’ve got to circulate in order to percolate.” There were no quick fixes. I called family members and sent relatives letters telling them I was in business. I soon realized that I was focusing on too broad a range of clients. I was looking at both small and large companies which would be impossible to manage. So, I honed in on what became my niche – financial companies and tech companies. In addition, I started a blog to build a following and I created a Facebook™ page. As a result of these efforts, things are beginning to move along steadily for Analysights LLC.
Alex Caffarini, president
Analysights, LLC
www.analysights.com
acaffarini@analysights.com
blog: http://analysights.wordpress.com
847-895-2565
ABOUT MY BUSINESS
We’re a market research and analytics firm that helps companies make better marketing decisions based on analytics. In other words, imagine having a magic wand that would tell you which non-customers would have the best chance of becoming customers, or which current customers are at risk of leaving you and going to a competitor. We’re able to do this by comparing a customer’s purchasing history, demographics, and psychographics to those former clients who have left your company. We can also come up with a score for your current customers using similar data to better know on which ones you should be spending your marketing dollars. In addition, we’re able to provide information through surveys on how much the market is willing to pay for a new product concept as well as the size of the market.
IDEAL CLIENT PROFILE
My ideal client would typically include banks, credit card companies with $500 million to $2 billion in assets. Or associations with large memberships wanting to determine which non-members are likely to become members and which current members are at risk of leaving. Typically, any data-rich industry whose companies collect a lot of statistics on their customers for marketing effectiveness would be a perfect client – mobile broadband firms, retail catalog companies, direct marketers, credit unions, credit card companies.
MY UNIQUENESS
We’re strong in discussing complex analytical concepts in layman terms so that anyone not familiar with statistics or analytics in market research will gain a simplified understanding of everything they need to know. We don’t use any heavy technical jargon to which most clients can’t relate. And, our size allows us to offer a great deal of personal interaction between us and the client.
BUSINESS CHALLENGE
My primary challenge was to get this business flying in the midst of a recession. The company will be two years old this November. I had been working for the American Medical Association at the time doctors began dropping their memberships. I saw the writing on the wall and decided to start my business in 2008.
EFFECTIVE SOLUTION
I wasted no time in getting things moving. I got my tax papers in order, created my business plan, got my LLC designation, and set up my website all in the span of a single day. Obtaining that first client became my focus. I participated in countless networking events because demonstrating your abilities and capabilities is key to selling any consulting service, especially analytics. I worked on getting myself known as an expert in the field – “You’ve got to circulate in order to percolate.” There were no quick fixes. I called family members and sent relatives letters telling them I was in business. I soon realized that I was focusing on too broad a range of clients. I was looking at both small and large companies which would be impossible to manage. So, I honed in on what became my niche – financial companies and tech companies. In addition, I started a blog to build a following and I created a Facebook™ page. As a result of these efforts, things are beginning to move along steadily for Analysights LLC.
Wednesday, September 8, 2010
Encouraging clients to set their personal tastes aside first job of promotional products specialist
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Warren Priemann, president
About Excellence, Inc.
www.aboutexcellencepromotions.com
aboutexcellence@comcast.net
847-726-9535
ABOUT MY BUSINESS
About Excellence provides solutions to cost-effective advertising through the use of promotional products. We help businesses create top-of-mind name recognition so that, over time, they become the vendor of choice within their marketplace. Our products open doors to multiple follow-up opportunities – everything from after-trade-show calls stemming from imprinted giveaways to inquiries on the outcome of a customized corporate gift. Our promotional products help create a KNOW, LIKE and TRUST relationship among companies that stimulates long-term business growth.
OUR UNIQUENESS
I believe that my style of initiating a relationship among potential clients is my uniqueness. I immediately get them involved in personal choice. When offering people a promotional item that I’m giving away on any day, I let them choose from among many colors. That means they will spend more time with me looking at the items determining which color they prefer. This unique approach allows me to interact with the person a little longer and find out about their business and their marketing needs. At the same time, it gets them involved in the moment by selecting the color they most prefer.
IDEAL CLIENT
Our ideal client is a business owner who not only recognizes the value of marketing promotions, but also understands the products need to be worked. That means they have the patience necessary for follow-up and continual relationship building. An ideal client also knows that promotional products are marketing tools that, if used consistently, will build their business over the long term through brand awareness.
UNIQUE CHALLENGE
Outside of overcoming the overall challenge of the current economy, one of my unique business challenges is getting customers to set their own preferences aside and include my industry knowledge in making their decisions. Too often, clients will be put off by a particular item because it is not to their personal liking – be it color, design, or concept. Yet, that very product may be tremendously effective in the marketplace. This is the mindset that I am challenged daily to change. I need to convince them that they are not purchasing promotional items for themselves. They are purchasing them as additional marketing tools proved to be effective in generating new business. The bottom line is to keep personal taste out of the equation and base your decisions on the positive statistics that I can provide.
EFFECTIVE SOLUTION
First, I remain very active within the industry with regard to new product lines and continual promotional products marketing education and certification. Secondly, I keep in close contact with my suppliers. Based on their feedback, I stay current with what products are the most effective. Thirdly, using this information, I work to help my clients look at products through their customers’ eyes. I try to instill in them that it’s important to keep their personal choices and tastes off the table during the decision-making process. Those who change their way of thinking often have more success with adding promotional products into the mix of their marketing programs.
Warren Priemann, president
About Excellence, Inc.
www.aboutexcellencepromotions.com
aboutexcellence@comcast.net
847-726-9535
ABOUT MY BUSINESS
About Excellence provides solutions to cost-effective advertising through the use of promotional products. We help businesses create top-of-mind name recognition so that, over time, they become the vendor of choice within their marketplace. Our products open doors to multiple follow-up opportunities – everything from after-trade-show calls stemming from imprinted giveaways to inquiries on the outcome of a customized corporate gift. Our promotional products help create a KNOW, LIKE and TRUST relationship among companies that stimulates long-term business growth.
OUR UNIQUENESS
I believe that my style of initiating a relationship among potential clients is my uniqueness. I immediately get them involved in personal choice. When offering people a promotional item that I’m giving away on any day, I let them choose from among many colors. That means they will spend more time with me looking at the items determining which color they prefer. This unique approach allows me to interact with the person a little longer and find out about their business and their marketing needs. At the same time, it gets them involved in the moment by selecting the color they most prefer.
IDEAL CLIENT
Our ideal client is a business owner who not only recognizes the value of marketing promotions, but also understands the products need to be worked. That means they have the patience necessary for follow-up and continual relationship building. An ideal client also knows that promotional products are marketing tools that, if used consistently, will build their business over the long term through brand awareness.
UNIQUE CHALLENGE
Outside of overcoming the overall challenge of the current economy, one of my unique business challenges is getting customers to set their own preferences aside and include my industry knowledge in making their decisions. Too often, clients will be put off by a particular item because it is not to their personal liking – be it color, design, or concept. Yet, that very product may be tremendously effective in the marketplace. This is the mindset that I am challenged daily to change. I need to convince them that they are not purchasing promotional items for themselves. They are purchasing them as additional marketing tools proved to be effective in generating new business. The bottom line is to keep personal taste out of the equation and base your decisions on the positive statistics that I can provide.
EFFECTIVE SOLUTION
First, I remain very active within the industry with regard to new product lines and continual promotional products marketing education and certification. Secondly, I keep in close contact with my suppliers. Based on their feedback, I stay current with what products are the most effective. Thirdly, using this information, I work to help my clients look at products through their customers’ eyes. I try to instill in them that it’s important to keep their personal choices and tastes off the table during the decision-making process. Those who change their way of thinking often have more success with adding promotional products into the mix of their marketing programs.
Monday, June 28, 2010
'Touchy feely' becomes new marketing mantra for entrepreneur
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Marianne Guinee, group leader
Private Quarters
www.4cimgmt.com
mcguinee@4cimgmt.com
847-858-3610
MY BUSINESS
Private Quarters provides luxury bed and bath linens and gifts at affordable prices. We service consumers and businesses, do wedding registries and bridal party gifts, work with health & wellness professionals to ensure individuals get the best night's sleep possible. We offer 'green' materials such as bamboo and seacell fabrics in addition to those more traditional including fiber and feather & down.
OUR UNIQUENESS
We're unique in the sense that we provide high quality, individualized customer service and attention via one-to-one appointments and reviews, along with small group interactions. We really aren't faced with strong, same-level competition. Retail stores could be labelled competition, in a sense, but they don't provide the same quality, variety, unique exchange/return policy or shopping and satisfaction quotient that Private Quarters does.
IDEAL CLIENT PROFILE
Whether a business or a consumer, our ideal client is someone who recognizes quality and customer service while still looking for a good value for the money spent. We are not your big box discount retailer, nor are we the highest end provider. We look to service the mid to upper-class market with exceptional value and customer service.
UNIQUE BUSINESS CHALLENGE
Our challenge is simply getting in front of people in person so that they get that 'touchy feely' experience with our products that can't be described adequately any other way. As soon as a potential customer touches our bamboo linens, for example, they instantly 'get it.' Just seeing a picture of the same product in a catalog invariably raises the question, "So how are you different than any other supplier?" Just hearing how great a product is often times is not enough. Our clients need to feel it first before they will make that next leap to our other product offerings.
SOLUTION
Our experience has shown us that marketing in the normal sense doesn't bring in sales. So we have gone to the word-of-mouth/network marketing approach. This includes friends telling friends, home parties, vendor shows, fund raisers, etc. All of which are methods in which we can get in front of people. A number of interior designers have 'seen the light' now as well and are either representing our products or providing us with referrals to their customers. Even some of the higher end bed and breakfasts have started coming to us to use our linens. All these new avenues support the crux of our business which, ultimately, is relying on the human element to make the sale.
Marianne Guinee, group leader
Private Quarters
www.4cimgmt.com
mcguinee@4cimgmt.com
847-858-3610
MY BUSINESS
Private Quarters provides luxury bed and bath linens and gifts at affordable prices. We service consumers and businesses, do wedding registries and bridal party gifts, work with health & wellness professionals to ensure individuals get the best night's sleep possible. We offer 'green' materials such as bamboo and seacell fabrics in addition to those more traditional including fiber and feather & down.
OUR UNIQUENESS
We're unique in the sense that we provide high quality, individualized customer service and attention via one-to-one appointments and reviews, along with small group interactions. We really aren't faced with strong, same-level competition. Retail stores could be labelled competition, in a sense, but they don't provide the same quality, variety, unique exchange/return policy or shopping and satisfaction quotient that Private Quarters does.
IDEAL CLIENT PROFILE
Whether a business or a consumer, our ideal client is someone who recognizes quality and customer service while still looking for a good value for the money spent. We are not your big box discount retailer, nor are we the highest end provider. We look to service the mid to upper-class market with exceptional value and customer service.
UNIQUE BUSINESS CHALLENGE
Our challenge is simply getting in front of people in person so that they get that 'touchy feely' experience with our products that can't be described adequately any other way. As soon as a potential customer touches our bamboo linens, for example, they instantly 'get it.' Just seeing a picture of the same product in a catalog invariably raises the question, "So how are you different than any other supplier?" Just hearing how great a product is often times is not enough. Our clients need to feel it first before they will make that next leap to our other product offerings.
SOLUTION
Our experience has shown us that marketing in the normal sense doesn't bring in sales. So we have gone to the word-of-mouth/network marketing approach. This includes friends telling friends, home parties, vendor shows, fund raisers, etc. All of which are methods in which we can get in front of people. A number of interior designers have 'seen the light' now as well and are either representing our products or providing us with referrals to their customers. Even some of the higher end bed and breakfasts have started coming to us to use our linens. All these new avenues support the crux of our business which, ultimately, is relying on the human element to make the sale.
Monday, May 10, 2010
Self-confidence comes from believing in the value your business offers
Showcasing early entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing their insights begins with hearing their stories like the one offered by
Pamela DeVos, Partner
A’nuyu, Lincolnshire, Illinois
anuyu@aol.com - www.anuyustyle.com
847-347-3831
OUR MOTIVATION
My business partner, Diane Smith, and I had been in the fashion business for years. When I retired from it a few years ago many of my clients asked if I would still continue to buy for them. So, when I would attend North American style shows I’d have my list of clients for whom I would shop. This rolled over into Diane and I starting our own personal shopping business we named A’nuyu. We began simply by refreshing people’s closets with jewelry, wrapped scarves, handbags, and accessories. Then we began getting requests for T-shirts, beach cover-ups, and other basics. As a result, we began expanding the lines we carried to the extent that, today, we’re even offering a line of cowboy boots hand-made in Mexico.
OUR UNIQUENESS
What makes A’nuyu different from other personal shopping services is that it’s comprised of three distinct parts – personal shopping, trunk shows and fashion consultancy. While there are other personal shoppers in Chicago, we don’t run up against many in the suburbs. And, unlike your major department stores who offer style assistants, we are not limited to shopping in one store for our clients. What’s more, we’re able to shop at the various style shows. Consequently, we don’t pay retail. So, our pricing is generally 20 percent less than retail. And, about 95 percent of the fashion lines that we work with are produced by women-owned businesses.
IDEAL CLIENTS
We’re targeting everyone from their late 30’s to 70’s – especially women who, over the years, devoted all of their efforts toward caring for their families and less effort toward themselves. Now, they are coming to the startling realization – what happened to me? Often it is truly emotional to see women literally change before your eyes. We look for people who you might hear say – “I have nothing to wear,” yet have closets stuffed with clothing. Our clients need to be open-minded because this sort of change is very personal. They must have the will to empower themselves. In the end, they become more enthusiastic and confident because no matter what anyone says, when you look good you feel good.
SHARED ADVICE
What surprised us the most when we started A’nuyu was how much work it would be. When you’re doing it all on your own you’re not able to chose the fun aspects of the business for yourself and delegate the rest to staff members. While we did have a business plan in place when we started, we probably should have stuck to it more closely. We tend to follow opportunities that come along that aren’t part of our plan. As a result, we often find ourselves in a “catching-up” mode. Just as we tell our clients that they need to “own” their new images, I’d tell new entrepreneurs that they need to own their new businesses. Listen to your own advice. Remain self-assured. Don’t become intimidated among other, more seasoned business owners. You business offers a worthwhile product or service, so stand tall and represent it with confidence.
Pamela DeVos, Partner
A’nuyu, Lincolnshire, Illinois
anuyu@aol.com - www.anuyustyle.com
847-347-3831
OUR MOTIVATION
My business partner, Diane Smith, and I had been in the fashion business for years. When I retired from it a few years ago many of my clients asked if I would still continue to buy for them. So, when I would attend North American style shows I’d have my list of clients for whom I would shop. This rolled over into Diane and I starting our own personal shopping business we named A’nuyu. We began simply by refreshing people’s closets with jewelry, wrapped scarves, handbags, and accessories. Then we began getting requests for T-shirts, beach cover-ups, and other basics. As a result, we began expanding the lines we carried to the extent that, today, we’re even offering a line of cowboy boots hand-made in Mexico.
OUR UNIQUENESS
What makes A’nuyu different from other personal shopping services is that it’s comprised of three distinct parts – personal shopping, trunk shows and fashion consultancy. While there are other personal shoppers in Chicago, we don’t run up against many in the suburbs. And, unlike your major department stores who offer style assistants, we are not limited to shopping in one store for our clients. What’s more, we’re able to shop at the various style shows. Consequently, we don’t pay retail. So, our pricing is generally 20 percent less than retail. And, about 95 percent of the fashion lines that we work with are produced by women-owned businesses.
IDEAL CLIENTS
We’re targeting everyone from their late 30’s to 70’s – especially women who, over the years, devoted all of their efforts toward caring for their families and less effort toward themselves. Now, they are coming to the startling realization – what happened to me? Often it is truly emotional to see women literally change before your eyes. We look for people who you might hear say – “I have nothing to wear,” yet have closets stuffed with clothing. Our clients need to be open-minded because this sort of change is very personal. They must have the will to empower themselves. In the end, they become more enthusiastic and confident because no matter what anyone says, when you look good you feel good.
SHARED ADVICE
What surprised us the most when we started A’nuyu was how much work it would be. When you’re doing it all on your own you’re not able to chose the fun aspects of the business for yourself and delegate the rest to staff members. While we did have a business plan in place when we started, we probably should have stuck to it more closely. We tend to follow opportunities that come along that aren’t part of our plan. As a result, we often find ourselves in a “catching-up” mode. Just as we tell our clients that they need to “own” their new images, I’d tell new entrepreneurs that they need to own their new businesses. Listen to your own advice. Remain self-assured. Don’t become intimidated among other, more seasoned business owners. You business offers a worthwhile product or service, so stand tall and represent it with confidence.
Thursday, April 22, 2010
Investing in experts increases sales
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Sue Becker, Founder and Owner
From Piles to Smiles®
www.pilestosmiles.com
http://www.pilestosmiles.com/blog/
http://www.facebook.com/FromPilestoSmiles
http://twitter.com/suebecker
http://www.linkedin.com/in/suebeckercpocd
sue@pilestosmiles.com - 630-724-1111
MY BUSINESS
I have been helping residential and business clients create substantial change by organizing and simplifying their lives since 2000. I have helped thousands of people around the world create customized systems to overcome their overwhelming paperwork, clutter, and schedules. My passion is helping people grow and thrive in the life they were meant to live by conquering the disorganization that holds them back. I specialize in helping people who are chronically disorganized - those for whom disorganization has been a lifelong struggle that negatively impacts every aspect of their life. I love helping people live a better life and educating them to make them self-sufficient. My tagline is "Simplicity • Harmony • Freedom."
MY UNIQUENESS
What sets me apart from other Professional Organizers? I’m highly credentialed – Illinois’ first Certified Professional Organizer in Chronic Disorganization, and an ADD Specialist. I have the patience, knowledge, experience, and creativity to work with “hopeless” clients. I’m well-educated – CPA, and an MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. I really care about my clients – I follow up with them to support and encourage them. My goal is to transfer my organizing skills, not to have people become reliant on me. I can help people in person or over the phone. And, I offer a number of products to assist people who want to get organized on their own http://www.pilestosmiles.com/products.htm.
THE IDEAL CLIENT REFERRAL
Small business owners, entrepreneurs, people who work from home, and employees who need help organizing their paperwork and managing their time - People whose homes are in disarray due to clutter, poor time management skills, and poor delegation of chores - Organizations that need a speaker on workplace organization, time management, home organization, organizing kids, or organizing students - Therapists, especially those who work with people with AD/HD.
CORE BUSINESS CHALLENGE
I have developed a number of products to help people get organized. I have invested a lot (I mean a lot) of time developing these products, and for one of them, I have also invested a lot of money (for a virtual assistant, graphic designer and printing). I thought I had enough traffic to my website and enough readers of my monthly newsletter (where I feature a different product each month) to drive sales, but orders were simply not coming in.
EFFECTIVE RESOLUTION
I hired a business coach to help me determine how to proceed. She convinced me that I needed to be more involved in social media. So, with much kicking and screaming, I started a blog and Facebook® Fan Page, got more engaged in LinkedIn® and started using Twitter®. I have been able to use these forums to demonstrate my expertise, and to offer examples of how my products can be of help to people. Since I didn’t have the expertise, and wasn’t particularly interested in spending the time to develop it, I hired someone to set up my Fan page and blog. I have sold more products in the 4 months I’ve been actively engaged in social media than in the entire prior year. Lessons learned: invest in experts to help you in areas where you don’t possess the needed skills.
Sue Becker, Founder and Owner
From Piles to Smiles®
www.pilestosmiles.com
http://www.pilestosmiles.com/blog/
http://www.facebook.com/FromPilestoSmiles
http://twitter.com/suebecker
http://www.linkedin.com/in/suebeckercpocd
sue@pilestosmiles.com - 630-724-1111
MY BUSINESS
I have been helping residential and business clients create substantial change by organizing and simplifying their lives since 2000. I have helped thousands of people around the world create customized systems to overcome their overwhelming paperwork, clutter, and schedules. My passion is helping people grow and thrive in the life they were meant to live by conquering the disorganization that holds them back. I specialize in helping people who are chronically disorganized - those for whom disorganization has been a lifelong struggle that negatively impacts every aspect of their life. I love helping people live a better life and educating them to make them self-sufficient. My tagline is "Simplicity • Harmony • Freedom."
MY UNIQUENESS
What sets me apart from other Professional Organizers? I’m highly credentialed – Illinois’ first Certified Professional Organizer in Chronic Disorganization, and an ADD Specialist. I have the patience, knowledge, experience, and creativity to work with “hopeless” clients. I’m well-educated – CPA, and an MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. I really care about my clients – I follow up with them to support and encourage them. My goal is to transfer my organizing skills, not to have people become reliant on me. I can help people in person or over the phone. And, I offer a number of products to assist people who want to get organized on their own http://www.pilestosmiles.com/products.htm.
THE IDEAL CLIENT REFERRAL
Small business owners, entrepreneurs, people who work from home, and employees who need help organizing their paperwork and managing their time - People whose homes are in disarray due to clutter, poor time management skills, and poor delegation of chores - Organizations that need a speaker on workplace organization, time management, home organization, organizing kids, or organizing students - Therapists, especially those who work with people with AD/HD.
CORE BUSINESS CHALLENGE
I have developed a number of products to help people get organized. I have invested a lot (I mean a lot) of time developing these products, and for one of them, I have also invested a lot of money (for a virtual assistant, graphic designer and printing). I thought I had enough traffic to my website and enough readers of my monthly newsletter (where I feature a different product each month) to drive sales, but orders were simply not coming in.
EFFECTIVE RESOLUTION
I hired a business coach to help me determine how to proceed. She convinced me that I needed to be more involved in social media. So, with much kicking and screaming, I started a blog and Facebook® Fan Page, got more engaged in LinkedIn® and started using Twitter®. I have been able to use these forums to demonstrate my expertise, and to offer examples of how my products can be of help to people. Since I didn’t have the expertise, and wasn’t particularly interested in spending the time to develop it, I hired someone to set up my Fan page and blog. I have sold more products in the 4 months I’ve been actively engaged in social media than in the entire prior year. Lessons learned: invest in experts to help you in areas where you don’t possess the needed skills.
Wednesday, April 14, 2010
Graphic designer finally realizes she was destined to remain an entrepreneur
Showcasing entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing their insights begins by hearing their stories like the one offered by
Dagmar Persons, Owner and Creative Director
Design & Art LLC
http://www.design-n-art.com/ - dagmar.dna@gmail.com
630-2202800
MY MOTIVATION
I had been an independent graphic designer up until nearly twelve years ago. Then what I considered to be a terrific opportunity arose which was to become a full-time employee of one of my major clients. After six years, the business folded and I was back to square one. After freelancing again for two years, an identical opportunity came up. So, once more, I worked for another large client for four more years only to see them file bankruptcy, as well. As a result, I am once more building up my own graphic design business – Design & Art, LLC. I specialize in all forms of branding campaigns, print medium design and website development for businesses of every size that would need brand identity and graphic design, catalog and packaging design or photo art direction, styling and illustration.
MY UNIQUENESS
Unlike graphic designers in the U.S. who need only study graphic design if that is their career path, European-educated designers, like myself, must study every art discipline including, sculpture, architectural drawing, ceramics, fine art along with graphic design. This deep understanding of the essence of art in advertising gives me a unique versatility that enables me to keep the customer's brand consistent throughout all media - print, web, packaging, Point-of-Purchase displays and exhibits.
IDEAL CLIENTS
As a result of my education, I am very comfortable working within all industries. The ideal client for Design & Art would be a business that needed graphic and web design, POP displays, graphics for a trade show booth, and accompanying trade show promotional collateral. To reach these prospects I’ve been doing serious networking and emailing to potential clients.
ADVICE TO SHARE
Entrepreneurs should consider becoming an LLC, as I did, primarily to protect their personal assets. However, be aware that it is not an inexpensive venture initially along with having to renew your status every year. What I have learned from my experience of going from freelancing to full-time employment and back a few times is that I should have remained a freelance graphic designer. I feel that if I had, I would be well established at this point with a solid client base of national brand companies that I once had. My advice to all budding entrepreneurs is that if you have a real passion for your profession, nothing should prevent you from pursuing it. Even if you are struggling in the beginning or at some points along the way, you will survive if you have a true passion for whatever it is you are doing.
Dagmar Persons, Owner and Creative Director
Design & Art LLC
http://www.design-n-art.com/ - dagmar.dna@gmail.com
630-2202800
MY MOTIVATION
I had been an independent graphic designer up until nearly twelve years ago. Then what I considered to be a terrific opportunity arose which was to become a full-time employee of one of my major clients. After six years, the business folded and I was back to square one. After freelancing again for two years, an identical opportunity came up. So, once more, I worked for another large client for four more years only to see them file bankruptcy, as well. As a result, I am once more building up my own graphic design business – Design & Art, LLC. I specialize in all forms of branding campaigns, print medium design and website development for businesses of every size that would need brand identity and graphic design, catalog and packaging design or photo art direction, styling and illustration.
MY UNIQUENESS
Unlike graphic designers in the U.S. who need only study graphic design if that is their career path, European-educated designers, like myself, must study every art discipline including, sculpture, architectural drawing, ceramics, fine art along with graphic design. This deep understanding of the essence of art in advertising gives me a unique versatility that enables me to keep the customer's brand consistent throughout all media - print, web, packaging, Point-of-Purchase displays and exhibits.
IDEAL CLIENTS
As a result of my education, I am very comfortable working within all industries. The ideal client for Design & Art would be a business that needed graphic and web design, POP displays, graphics for a trade show booth, and accompanying trade show promotional collateral. To reach these prospects I’ve been doing serious networking and emailing to potential clients.
ADVICE TO SHARE
Entrepreneurs should consider becoming an LLC, as I did, primarily to protect their personal assets. However, be aware that it is not an inexpensive venture initially along with having to renew your status every year. What I have learned from my experience of going from freelancing to full-time employment and back a few times is that I should have remained a freelance graphic designer. I feel that if I had, I would be well established at this point with a solid client base of national brand companies that I once had. My advice to all budding entrepreneurs is that if you have a real passion for your profession, nothing should prevent you from pursuing it. Even if you are struggling in the beginning or at some points along the way, you will survive if you have a true passion for whatever it is you are doing.
Tuesday, April 6, 2010
Consultant's specialized marketing efforts result in new clients and more business
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following conversation with
Glenn Turner, President
LDG Consulting, Inc.
http://www.resultswithldg.com/
glenn@resultswithldg.com
847-541-5299
MY BUSINESS
LDG Consulting, Inc. is a leadership development company that helps grow small to medium-sized businesses using leadership development type processes. These include strategic planning and organizational development for sales teams, customer service and executive staffs, project management teams, and all other teams put together within an organization to help achieve a specific goal. We work together to improve their leadership skills using a series of strategic planning or coaching processes. I find that many small entrepreneurs really want coaching and strategic planning, so I offer executive leadership. This helps entrepreneurs start thinking like an executive by looking at their business from that 30,000-foot view and by making more of their decisions strategically. For larger companies with existing teams, it’s more of re-energizing the group, getting refocused using their years of experience and knowledge. My ideal clients are positive-minded businesses that are looking to grow or improve – whether that be in sales, customer loyalty rating, or quality of work they produce. Companies with this profile are never standing still and are a great fit for me.
UNIQUENESS
Unlike many consultants, I stay with my clients for an entire year after we implement their process. When I do a strategic plan with a business owner or a larger organization it will take me nearly three months for it to become reality. But, I don’t leave them after that time. From months four through 12, I stay in contact with them at least once or twice a month to make sure they are on target to hit the goals we set. At the end of the year I’m only going to be successful if they hit those goals. This extended customer contact is the value that I bring to a business.
BUSINESS CHALLENGE
The biggest collective obstacle I had encountered in working my business was to learn how to market my business, to sell myself, and to effectively network. My previous experience had been as a police officer and as a lawyer – two professions in which you really didn’t have to do any selling of yourself. But, in operating this business I had to learn how to market myself, to let prospects know I was available. I also had to learn how to handle people giving me NO for an answer – something I was unfamiliar with especially coming from law enforcement.
RESOLUTION
I went through the sales training program of Resource Associates – my affiliate company that provides all of the training materials and processes that I offer clients. They have used these processes and materials with great success over the last 30 years working with Fortune 500 companies as well as with sole proprietor operations. I’ve also positioned myself to learn useful networking techniques from professionals I’ve met at various events. In my line of work, what seems to work best is meeting people and having them get to know and trust you. It’s all about developing relationships. So I’ve developed what I call an educational marketing plan that gets me speaking in front of different groups as often as possible. Several other things that I’ve done have started to make getting in front of slightly larger businesses a little easier - one of which is joining the Metropolitan Club in Chicago. Overall, it’s been a learning experience and one that’s starting to pay off. I’m beginning to reach more clients and gain more business by building a better network to market LDG Consulting, Inc.
Glenn Turner, President
LDG Consulting, Inc.
http://www.resultswithldg.com/
glenn@resultswithldg.com
847-541-5299
MY BUSINESS
LDG Consulting, Inc. is a leadership development company that helps grow small to medium-sized businesses using leadership development type processes. These include strategic planning and organizational development for sales teams, customer service and executive staffs, project management teams, and all other teams put together within an organization to help achieve a specific goal. We work together to improve their leadership skills using a series of strategic planning or coaching processes. I find that many small entrepreneurs really want coaching and strategic planning, so I offer executive leadership. This helps entrepreneurs start thinking like an executive by looking at their business from that 30,000-foot view and by making more of their decisions strategically. For larger companies with existing teams, it’s more of re-energizing the group, getting refocused using their years of experience and knowledge. My ideal clients are positive-minded businesses that are looking to grow or improve – whether that be in sales, customer loyalty rating, or quality of work they produce. Companies with this profile are never standing still and are a great fit for me.
UNIQUENESS
Unlike many consultants, I stay with my clients for an entire year after we implement their process. When I do a strategic plan with a business owner or a larger organization it will take me nearly three months for it to become reality. But, I don’t leave them after that time. From months four through 12, I stay in contact with them at least once or twice a month to make sure they are on target to hit the goals we set. At the end of the year I’m only going to be successful if they hit those goals. This extended customer contact is the value that I bring to a business.
BUSINESS CHALLENGE
The biggest collective obstacle I had encountered in working my business was to learn how to market my business, to sell myself, and to effectively network. My previous experience had been as a police officer and as a lawyer – two professions in which you really didn’t have to do any selling of yourself. But, in operating this business I had to learn how to market myself, to let prospects know I was available. I also had to learn how to handle people giving me NO for an answer – something I was unfamiliar with especially coming from law enforcement.
RESOLUTION
I went through the sales training program of Resource Associates – my affiliate company that provides all of the training materials and processes that I offer clients. They have used these processes and materials with great success over the last 30 years working with Fortune 500 companies as well as with sole proprietor operations. I’ve also positioned myself to learn useful networking techniques from professionals I’ve met at various events. In my line of work, what seems to work best is meeting people and having them get to know and trust you. It’s all about developing relationships. So I’ve developed what I call an educational marketing plan that gets me speaking in front of different groups as often as possible. Several other things that I’ve done have started to make getting in front of slightly larger businesses a little easier - one of which is joining the Metropolitan Club in Chicago. Overall, it’s been a learning experience and one that’s starting to pay off. I’m beginning to reach more clients and gain more business by building a better network to market LDG Consulting, Inc.
Thursday, March 25, 2010
Prioritizing is key to success for multi-faceted entrepreneur
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following offered by
Liane Sebastian
Publishing pioneer who wears a designer's hat, an editor's coat and a publisher's shoes
http://www.lianesebastian.com/ - lsebast999@aol.com
Blog - http://wisdomofwork.wordpress.com/
847-570-0050
Publishing pioneer who wears a designer's hat, an editor's coat and a publisher's shoes
http://www.lianesebastian.com/ - lsebast999@aol.com
Blog - http://wisdomofwork.wordpress.com/
847-570-0050
MY BUSINESS
As a graphic designer, publisher, author, speaker, and businesswomen, I claim to be the consummate entrepreneur. If you have the gene, entrepreneurialism propels every big decision. Although my focus has always been on visual communication, my writing and editing follow parallel career paths.
UNIQUE BUSINESS CHALLENGE
Most of what I design I don’t write. Yet, I MUST read it to represent it on the page. My publishing skills influence and distinguish my design work. I mesh the visual with the verbal message. However, this blend offers challenges of prioritizing and focus. I’ve learned many unexpected lessons in this blend.
As a graphic designer, publisher, author, speaker, and businesswomen, I claim to be the consummate entrepreneur. If you have the gene, entrepreneurialism propels every big decision. Although my focus has always been on visual communication, my writing and editing follow parallel career paths.
UNIQUE BUSINESS CHALLENGE
Most of what I design I don’t write. Yet, I MUST read it to represent it on the page. My publishing skills influence and distinguish my design work. I mesh the visual with the verbal message. However, this blend offers challenges of prioritizing and focus. I’ve learned many unexpected lessons in this blend.
LESSONS LEARNED
Visibility is strategic. It is more important to be seen by the right people than it is to be seen by a lot of people.
Work past self-education. I tend to analyze and read more books sometimes to procrastinate. There comes a time where you have to stop reading and start doing.
It is too easy to get distracted. In a tight economy, networking is under pressure to produce clients. It is too seductive to hang out with colleagues or collect conversations with friends online. Communication must be used as tools rather than as recreation.
Focus on core business. This is a necessity in a tight economy where margins are bare bones. It is unfortunate to work in a profession that has actually had to lower fees versus raise them.
Commit to simple themes. My choice is creativity. My blog applies creative thinking to business and has a running self-seminar workshop column hybrid to help readers polish their ability to access their own creativity.
Target promotion with a finer pencil. In defining my ideal client, the nonprofit association executive, I need to direct all my publications to that audience, even though it is a lot of fun to write to other professional communicators.
Avoid over committing. It is easier to start projects than it is to sustain them. I carefully grew my blog into a routine I can sustain. I learned my lessons from groups joined where I didn’t participate and publications started that I couldn’t support. I have new ideas every day. I am careful to put each away for a few days to reevaluate before serious consideration.
Stir the referral network differently than new business targets. They require very different strategies. I’ve become very cautious about referrals because I lost an opportunity where my referral dropped the ball.
My biggest challenge is building readership in a target market that is too busy to read, but needs the help. The proof can be seen in the state of most graphics - always fitting the 80/20 Rule. But, I add that the excellent are always less than five percent. I strive to be in that five percent and recognize excellence when found.
Monday, March 8, 2010
Qualifying referrals first leads to client relationships that last
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Sue Kramer Harrawood, Owner
Peace of Mind Virtual Assistance
http://www.vapeaceofmind.com/solutions@vapeaceofmind.com
708-361-4863
MY BUSINESS
Since 2003, Peace of Mind Virtual Assistance has been providing clients - typically small business owners - with a network of highly skilled entrepreneurial veteran virtual professionals. Our clients outsource a myriad of items to us - bookkeeping, social media, events, speaker items (shopping carts, web updates, logistics, etc.), overall executive management and much more. Due to the Internet we are able to serve clients across the country saving them time which equates to dollars and peace of mind. We allow them to focus on what they love and are best skilled to do. As a 100 percent referral-based company our referrals come quite simply from those who know, like and trust us. The criteria for business owners to be considered a prospect are these: established business, enjoyable to work with, have the highest integrity, leader (business and community), possess and live traditional values, transparent communicator, committed to building long-term relationships, and “get” what we do and that we sincerely desire to help grow their businesses.
UNIQUE BUSINESS CHALLENGE
Not long ago, I had a lesson learned which profoundly changed how I see myself as a business owner and how I operate my business. It also changed how I perceive other professionals. Due to our service nature and support mindset, we occasionally bypass our in-place processes and take on new clients who need help quickly. As a result, I’ve learned my largest business lesson to date.
REALIZATION/SOLUTION
By letting my supportive nature supersede my processes at times, I realized a few things. My company cannot help everyone and there are those folks out there who are not who they portray themselves to be. As much of a “duh” moment as that may sound, due to the high caliber of clients we’ve had over the years, I forgot that not everyone portrays themselves honestly. My caution to other entrepreneurs is to screen, screen, and screen some more. Regardless of who refers a prospect to you, don’t assume that because they’re in a hurry to start working with, you should also be in a hurry to work with them. Do not circumvent your process for anyone. Go with your gut and if you pray, do so. Take time to find out if the potential client is a good fit. If you do bring them on continue to listen to your gut and to God. If something seems odd, it probably is – move on. I learned the hard way and am eager to save my fellow entrepreneurs from learning the hard lesson of taking on the wrong client, as well.
Sue Kramer Harrawood, Owner
Peace of Mind Virtual Assistance
http://www.vapeaceofmind.com/solutions@vapeaceofmind.com
708-361-4863
MY BUSINESS
Since 2003, Peace of Mind Virtual Assistance has been providing clients - typically small business owners - with a network of highly skilled entrepreneurial veteran virtual professionals. Our clients outsource a myriad of items to us - bookkeeping, social media, events, speaker items (shopping carts, web updates, logistics, etc.), overall executive management and much more. Due to the Internet we are able to serve clients across the country saving them time which equates to dollars and peace of mind. We allow them to focus on what they love and are best skilled to do. As a 100 percent referral-based company our referrals come quite simply from those who know, like and trust us. The criteria for business owners to be considered a prospect are these: established business, enjoyable to work with, have the highest integrity, leader (business and community), possess and live traditional values, transparent communicator, committed to building long-term relationships, and “get” what we do and that we sincerely desire to help grow their businesses.
UNIQUE BUSINESS CHALLENGE
Not long ago, I had a lesson learned which profoundly changed how I see myself as a business owner and how I operate my business. It also changed how I perceive other professionals. Due to our service nature and support mindset, we occasionally bypass our in-place processes and take on new clients who need help quickly. As a result, I’ve learned my largest business lesson to date.
REALIZATION/SOLUTION
By letting my supportive nature supersede my processes at times, I realized a few things. My company cannot help everyone and there are those folks out there who are not who they portray themselves to be. As much of a “duh” moment as that may sound, due to the high caliber of clients we’ve had over the years, I forgot that not everyone portrays themselves honestly. My caution to other entrepreneurs is to screen, screen, and screen some more. Regardless of who refers a prospect to you, don’t assume that because they’re in a hurry to start working with, you should also be in a hurry to work with them. Do not circumvent your process for anyone. Go with your gut and if you pray, do so. Take time to find out if the potential client is a good fit. If you do bring them on continue to listen to your gut and to God. If something seems odd, it probably is – move on. I learned the hard way and am eager to save my fellow entrepreneurs from learning the hard lesson of taking on the wrong client, as well.
Monday, February 22, 2010
Experienced entrepreneurs sharing business challenges featured on Transparency online showcase
Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by
Gary Swiontek, Owner
GrooveMaster Graphics, Arlington Heights, Illinois
http://www.groovemastergraphics.com/ - gary@GrooveMasterGraphics.com
http://www.linkedin.com/in/groovemastergary on LinkedIn
847-394-8512
MY BUSINESS
GrooveMaster Graphics is a graphic design company that in reality creates “message delivery systems.” Attractive graphics are only a means to an end. We create logos, brochures, postcards, ads and other printed marketing communications to help clients build their brands. In the end, they’re able to sell their goods and services as a result of our broadcasting their messaging via professionally designed graphics.
OUR UNIQUENESS
Our tag line is “We Listen, We Deliver.” So listening to clients in order to understand their goals is important to us. We ask for specific information about the project as well as general information about their brand, philosophy and so forth. Most projects begin with a questionnaire used to gather this information so that we are in the right neighborhood before we start development. Ultimately, because we are listening we can deliver the appropriate artwork. But, much more importantly, we will deliver the client’s precise messaging. We seek clients who have solid marketing plans and are committed to them. We also look for prospects who understand the value a professional graphic designer adds to the success of their businesses. The ideal client is one who puts a great deal of trust in our judgment.
UNIQUE BUSINESS CHALLENGE
An ongoing challenge that faced GrooveMaster Graphics was how to handle the roller coaster environment of projects either coming in all at once or widely spaced apart. The main reason that this was occurring was due to the fact that we were not acquiring enough clients who required services on a semi-regular basis. This would have generated a strong, consistent revenue stream. This predicament affected our bottom line as well as our growth potential by never knowing for certain where the next project was coming from. At the same time, we found it even more difficult to be as creative as possible when squeezing multiple projects into a small time frame. Everything seemed out of balance.
OUR EFFECTIVE RESOLUTION
I decided we needed an action plan. It began by seeking advice on how to be more focused and organized in terms of marketing GrooveMaster Graphics. I got in touch with professional business and marketing consultants. Here is the result of working with them.
1. We have put our marketing plan in writing. Until we did, it wasn’t real. Seeing it in black and white makes it a concrete element for which we are accountable.
2. We’ve also clearly defined our services so that clients have no misconceptions as to what we provide. In addition, we have created service bundles to give clients an economical choice of “message delivery” options.
3. Next, we identified our specific target audience. This makes our own messaging process much more focused and effective.
4. A social media strategy came next. We are a social media participant, yet we are still exploring what forms of social media are most appropriate for reaching our ideal clients.
5. GrooveMaster Graphics does email a monthly newsletter. It is a major element in our marketing strategy. It provides informational and educational content to our readership.
6. A great deal of effort will be put into building a new website with easier navigation, more information and highly effective SEO and SEM initiatives as part of its overall scope.
While many of the plan’s elements are in action today, several others are in their development stages. Our evenly-spaced projects problem is not entirely resolved as of yet, but we are putting a stronger focus on new goals which our action plan should help us reach. We feel that a true commitment to our plan along with follow-through should help in GrooveMaster Graphics’ overcoming its roller coaster challenge.
Gary Swiontek, Owner
GrooveMaster Graphics, Arlington Heights, Illinois
http://www.groovemastergraphics.com/ - gary@GrooveMasterGraphics.com
http://www.linkedin.com/in/groovemastergary on LinkedIn
847-394-8512
MY BUSINESS
GrooveMaster Graphics is a graphic design company that in reality creates “message delivery systems.” Attractive graphics are only a means to an end. We create logos, brochures, postcards, ads and other printed marketing communications to help clients build their brands. In the end, they’re able to sell their goods and services as a result of our broadcasting their messaging via professionally designed graphics.
OUR UNIQUENESS
Our tag line is “We Listen, We Deliver.” So listening to clients in order to understand their goals is important to us. We ask for specific information about the project as well as general information about their brand, philosophy and so forth. Most projects begin with a questionnaire used to gather this information so that we are in the right neighborhood before we start development. Ultimately, because we are listening we can deliver the appropriate artwork. But, much more importantly, we will deliver the client’s precise messaging. We seek clients who have solid marketing plans and are committed to them. We also look for prospects who understand the value a professional graphic designer adds to the success of their businesses. The ideal client is one who puts a great deal of trust in our judgment.
UNIQUE BUSINESS CHALLENGE
An ongoing challenge that faced GrooveMaster Graphics was how to handle the roller coaster environment of projects either coming in all at once or widely spaced apart. The main reason that this was occurring was due to the fact that we were not acquiring enough clients who required services on a semi-regular basis. This would have generated a strong, consistent revenue stream. This predicament affected our bottom line as well as our growth potential by never knowing for certain where the next project was coming from. At the same time, we found it even more difficult to be as creative as possible when squeezing multiple projects into a small time frame. Everything seemed out of balance.
OUR EFFECTIVE RESOLUTION
I decided we needed an action plan. It began by seeking advice on how to be more focused and organized in terms of marketing GrooveMaster Graphics. I got in touch with professional business and marketing consultants. Here is the result of working with them.
1. We have put our marketing plan in writing. Until we did, it wasn’t real. Seeing it in black and white makes it a concrete element for which we are accountable.
2. We’ve also clearly defined our services so that clients have no misconceptions as to what we provide. In addition, we have created service bundles to give clients an economical choice of “message delivery” options.
3. Next, we identified our specific target audience. This makes our own messaging process much more focused and effective.
4. A social media strategy came next. We are a social media participant, yet we are still exploring what forms of social media are most appropriate for reaching our ideal clients.
5. GrooveMaster Graphics does email a monthly newsletter. It is a major element in our marketing strategy. It provides informational and educational content to our readership.
6. A great deal of effort will be put into building a new website with easier navigation, more information and highly effective SEO and SEM initiatives as part of its overall scope.
While many of the plan’s elements are in action today, several others are in their development stages. Our evenly-spaced projects problem is not entirely resolved as of yet, but we are putting a stronger focus on new goals which our action plan should help us reach. We feel that a true commitment to our plan along with follow-through should help in GrooveMaster Graphics’ overcoming its roller coaster challenge.
Monday, February 15, 2010
Early entrepreneurs gain new marketing and social media opportunities through online business showcase
Showcasing early entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing their insights begins by hearing their stories like the one offered by
Barrie Hinman, Licensed Acupuncturist (L.Ac.), Diplomate Acupuncture (DiplAC), Barrington Acupuncture Clinic, Barrington, Illinois
www.barringtonacu.com – barrie@barringtonacu.com
847-382-1884 or 847-624-4ACU (4228)
My Motivation
By my mid-fifties I knew I would want to work for a lot longer rather than planning to retire but I wanted to make a shift to something that would give me joy and allow me to give back to the community in a more proactive way. As I have always been interested in alternative means of healing and personally found acupuncture to be a tremendous way to maintain health and well being I decided to pursue it as my longer term career. While continuing to work and serve my existing clients for payroll and bookkeeping, I enrolled in the acupuncture program at National University of Health Sciences in Lombard IL and graduated after three years of rigorous studies in August 2009 with a Masters degree in Acupuncture.
Uniqueness
I bring a lifetime of experience in living and working to the practice along with a life-long love of alternative healing methods that promote wellness by considering the mind and emotions as two other significant components of physical well being. As a Buddhist, I am also well-versed in the impact of spiritual well being on our physical health. Having spent time working in both large and small corporate America over the years I have a clear understanding of the pressures people face in balancing work and life with the inherent physical imbalances that tend to crop up while attempting to juggle conflicting demands. Having been the beneficiary of acupuncture treatments for many years I am a firm believer from experience that it can help us maintain balance and well being in our lives. As an acupuncturist, I treat the whole being not just physical symptoms so I spend time listening carefully to my patients to help them find relief from stress and pain in their lives.
Client Profile
Given the culture we live in, our dietary habits and how we live our lives, people are experiencing the stresses and strains of the imbalances that cause physical pain, anxiety, depression, loss of sleep and other hardships very early in life. So, my perfect client is anyone who suffers from chronic pain, headaches, fatigue, difficulty sleeping, stress, depression, gastrointestinal disorders, gynecological disorders or frequently recurring illnesses.
Marketing Methods
While still in school I developed a business and marketing plan and started working with a branding specialist who designed my logo and the theme for my website's visual appearance. I used VistaPrint® to print my business cards and a local printer, Forrest Press in Barrington to print my rack cards (the new brochure) and prescription pads to give to doctors for patient referrals. Since I believe that the Internet has pretty much become the new Yellow Pages® I have focused on visibility via the Internet. I registered with Acufinder.com and created a profile to highlight my practice in Barrington as well as to highlight my work at Healing Tree Physical Therapy in Wilmette. Acufinder.com does a good job of getting my practice on the first page of a lot of search engines and if someone goes to the acufinder.com web site and searches for acupuncturists by zip code it shows my practice by geographic location. I’ve also registered my business with Google Maps® so that when a person googles “acupuncturist Barrington Il,” I’m featured on a Google map indicating various acupuncturists in the Barrington area. I also have registered with Yahoo® and Yelp® and have updated my listings on LinkedIn® and Plaxo®. In addition to all of the collateral materials for marketing my practice I focused on finding a physical location that would be visible from well traveled streets with signage out front so that people driving by would be reminded that acupuncture is available here in Barrington. I also have been making sure I got my name out locally by rejoining the Barrington Area Chamber of Commerce, visiting doctors’ offices, placing business cards and rack cards in local businesses and joining a local business networking group Pro Alliance in Barrington. I will be continuing to establish referral relationships with various health care providers in the area; I see these relationships as a win-win for both myself and the other practitioners as we can complement each other’s strengths to ensure maximum wellness for our mutual patients.
Learning Experience
I envisioned taking board exams before I graduated so that I could be licensed and have my practice up and running by mid-September of 2009. The reality was that I took boards after graduation and it was a tremendous gift as the studying gave me time to integrate all of three years’ education and start visualizing a practice that truly reflected my vision. It also gave me some time to slow down and recover from the rigors of school which was much needed for my own health and well being. I also didn’t comprehend the complexities and wait times between completing board exams, receiving national certification, applying for state licensure and waiting for licensure to occur. I had a great realtor who expedited my finding a space and I moved in about three weeks after we started looking in mid-November. I also didn’t foresee that it would take me a month to get settled in and organized but moving in early December plus the holiday season and starting to see patients in Wilmette did complicate that process. By January 2010 my practice was finally open for business in Barrington.
My advice to other potential entrepreneurs is this:
· Don’t put too much pressure on yourself
· Be realistic about the timelines of opening a business
· Have other ways of making money or supporting yourself while you’re trying to get your business going
· Possibly get some other form of financial backing – loan or line of credit
· Get your marketing materials in place – online positioning, website, business cards
· Plan and order inventory, develop forms and establish bookkeeping procedures you will need to support your business before opening
· It will take time, but with constant attention and outreach you will grow your practice and number of patients seen each week
Barrie Hinman, Licensed Acupuncturist (L.Ac.), Diplomate Acupuncture (DiplAC), Barrington Acupuncture Clinic, Barrington, Illinois
www.barringtonacu.com – barrie@barringtonacu.com
847-382-1884 or 847-624-4ACU (4228)
My Motivation
By my mid-fifties I knew I would want to work for a lot longer rather than planning to retire but I wanted to make a shift to something that would give me joy and allow me to give back to the community in a more proactive way. As I have always been interested in alternative means of healing and personally found acupuncture to be a tremendous way to maintain health and well being I decided to pursue it as my longer term career. While continuing to work and serve my existing clients for payroll and bookkeeping, I enrolled in the acupuncture program at National University of Health Sciences in Lombard IL and graduated after three years of rigorous studies in August 2009 with a Masters degree in Acupuncture.
Uniqueness
I bring a lifetime of experience in living and working to the practice along with a life-long love of alternative healing methods that promote wellness by considering the mind and emotions as two other significant components of physical well being. As a Buddhist, I am also well-versed in the impact of spiritual well being on our physical health. Having spent time working in both large and small corporate America over the years I have a clear understanding of the pressures people face in balancing work and life with the inherent physical imbalances that tend to crop up while attempting to juggle conflicting demands. Having been the beneficiary of acupuncture treatments for many years I am a firm believer from experience that it can help us maintain balance and well being in our lives. As an acupuncturist, I treat the whole being not just physical symptoms so I spend time listening carefully to my patients to help them find relief from stress and pain in their lives.
Client Profile
Given the culture we live in, our dietary habits and how we live our lives, people are experiencing the stresses and strains of the imbalances that cause physical pain, anxiety, depression, loss of sleep and other hardships very early in life. So, my perfect client is anyone who suffers from chronic pain, headaches, fatigue, difficulty sleeping, stress, depression, gastrointestinal disorders, gynecological disorders or frequently recurring illnesses.
Marketing Methods
While still in school I developed a business and marketing plan and started working with a branding specialist who designed my logo and the theme for my website's visual appearance. I used VistaPrint® to print my business cards and a local printer, Forrest Press in Barrington to print my rack cards (the new brochure) and prescription pads to give to doctors for patient referrals. Since I believe that the Internet has pretty much become the new Yellow Pages® I have focused on visibility via the Internet. I registered with Acufinder.com and created a profile to highlight my practice in Barrington as well as to highlight my work at Healing Tree Physical Therapy in Wilmette. Acufinder.com does a good job of getting my practice on the first page of a lot of search engines and if someone goes to the acufinder.com web site and searches for acupuncturists by zip code it shows my practice by geographic location. I’ve also registered my business with Google Maps® so that when a person googles “acupuncturist Barrington Il,” I’m featured on a Google map indicating various acupuncturists in the Barrington area. I also have registered with Yahoo® and Yelp® and have updated my listings on LinkedIn® and Plaxo®. In addition to all of the collateral materials for marketing my practice I focused on finding a physical location that would be visible from well traveled streets with signage out front so that people driving by would be reminded that acupuncture is available here in Barrington. I also have been making sure I got my name out locally by rejoining the Barrington Area Chamber of Commerce, visiting doctors’ offices, placing business cards and rack cards in local businesses and joining a local business networking group Pro Alliance in Barrington. I will be continuing to establish referral relationships with various health care providers in the area; I see these relationships as a win-win for both myself and the other practitioners as we can complement each other’s strengths to ensure maximum wellness for our mutual patients.
Learning Experience
I envisioned taking board exams before I graduated so that I could be licensed and have my practice up and running by mid-September of 2009. The reality was that I took boards after graduation and it was a tremendous gift as the studying gave me time to integrate all of three years’ education and start visualizing a practice that truly reflected my vision. It also gave me some time to slow down and recover from the rigors of school which was much needed for my own health and well being. I also didn’t comprehend the complexities and wait times between completing board exams, receiving national certification, applying for state licensure and waiting for licensure to occur. I had a great realtor who expedited my finding a space and I moved in about three weeks after we started looking in mid-November. I also didn’t foresee that it would take me a month to get settled in and organized but moving in early December plus the holiday season and starting to see patients in Wilmette did complicate that process. By January 2010 my practice was finally open for business in Barrington.
My advice to other potential entrepreneurs is this:
· Don’t put too much pressure on yourself
· Be realistic about the timelines of opening a business
· Have other ways of making money or supporting yourself while you’re trying to get your business going
· Possibly get some other form of financial backing – loan or line of credit
· Get your marketing materials in place – online positioning, website, business cards
· Plan and order inventory, develop forms and establish bookkeeping procedures you will need to support your business before opening
· It will take time, but with constant attention and outreach you will grow your practice and number of patients seen each week
Thursday, February 4, 2010
Business showcase offers new marketing and social media opportunities to entrepreneurs
Showcasing early entrepreneurs has a twofold purpose. One is to offer an added marketing communications or social media element to help promote their businesses. The second is to provide a forum through which they can guide other aspiring business owners around avoidable obstacles and toward a path of attainable goals. Sharing insights starts with hearing their stories firsthand beginning with a conversation with
Lisa Shanahan, owner of Fitness Together in Barrington, Illinois
http://www.fitnesstogetherbarrington.com/ – (847) 304-0505
My Motivation
While my early career was in personal fitness and training, what motivated me to choose it as a life-long business was my own mother’s passing away at the prime age of 50 from a heart attack. So, when the opportunity came along to purchase a Fitness Together franchise, I took advantage of it. Working intimately with a client base of 200 was more appealing to me over the traditional 15,000-member health club.
Our Uniqueness
Fitness Together is different in that it not only offers private, one-on-one training, it adds personal accountability to fitness and nutrition. We are one of the few truly private training studios. We provide private suites for client and trainer. Many people are uncomfortable with their weight so privacy becomes a big factor. At the same time, we stress goal setting, follow-up and accountability. Clients are able to tap into our online nutrition program that offers sample meal planning to get them started with healthy menus. They key in their food intake each day and are then graded on their protein and carb totals to help them stay on track. We also offer full fitness assessments and retest our clients every six weeks to make sure their personal goals are met. Our strong focus is on achieving goals.
Client Profile
Our target audience is made up primarily of women between 30 and 65 with disposable incomes who truly believe that their health is important. However, today, many people outside that range are realizing the importance of health and fitness and are willing to spend money on both. Ultimately, we’re perfect for those who say "I’m sick and tired of being overweight and having no energy. I’ve been putting everyone else first, now it’s time to take care of me." I've also been partnering with chiropractors and doctors for referrals. When people require the next level of therapy we can take them to it. The same holds for cardiac patients. Our studio is a great supervised environment for heart patient rehab.
Marketing Methods
We’ve tried advertising in all the coupon magazines which took up a lot of funding. Other marketing efforts included direct mailings and ads in local publications – some of which offer the opportunity to write your own article to accompany purchased advertising. I’ve got a lot of ideas to market the business, but I need to find what works best in my area.
Learning Experience
Like all new entrepreneurs, I was excited about the venture in October 2007 and wanted to open quickly. As a result, I was a little too hasty in selecting a location for the studio. I leased space in a building before it was built and put my trust in people that – in looking back – I shouldn’t have. For a variety of reasons, the building wasn’t finished until a year later in late 2008. Naturally, the economic climate didn’t help matters either as far as gaining clients.
My advice to other potential entrepreneurs is this:
· Really think through the whole concept before making your decision
· Know that it will be a lot of stressful work
· Don’t expect profits your first year or two
· Be patient because in the end your dream will be rewarding
Lastly, I was truly surprised to learn that most people weren't setting health and fitness as a priority in their lives. I am in the business of changing that mindset – one fit and healthy lifestyle at a time.
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