Power / Control / Resources / Money / Marketing / People / Information
1. Business- one's regular
employment; profession; occupation; the activity of buying and selling; trade; transactions; a commercial firm or enterprise.
Build up- to establish by means of hard work.
Capitalism- an economic system in which the means of production,
distribution and exchange are privately owned and operated for private profit.
Capital- the stock of goods and commodities.
Capitalized- to provide a business; to turn something to account.
Self-employed- earning a living by working
directly for oneself, without being tied to a regular employed by wage or salary.
Entrepreneur- someone who runs a
business at his or her own financial rick.
President- a person elected to preside over an organization.
one who will not accept defeat.
Survival- to live or exist longer than; to continue to live or exist in spite of.
Persistent- continuing in spite of opposition.
Success- the accomplishment of what is desired or aimed at;
% of ownership Venture Capital * Vision * Resourcefulness * Love (passion for it) *
Supported in our U.S. Cultural Values * Economic Restructuring * Control (persistence) * Distribution (sales)
Equally important as the common issues shared by all entrepreneurs are the personal
qualities of the entrepreneur him or herself. To start you thinking about whether you have the right stuff to make a success
of an entrepreneurial venture, here's a list of character traits and work ethics common to successful entrepreneurs. Although
it is not necessary that you possess all of them, you should possess most:
Passion - entrepreneurs have a strong passion
for their idea or concept, so much so that their work is their play. If you don't like what you do, you won't stick it out
when challenges come along, as they inevitably will.
Curiosity - entrepreneurs need to understand how things work.
They ask a lot of questions. Curiosity therefore triggers innovation.
Sponges - entrepreneurs are sponges. They devour
information about their industry and are always current on new and emerging trends and technologies, not only in their specific
industry but in closely related industries. This habit of scanning their environment is a rich source of discovery of new
opportunities. Entrepreneurs are ALWAYS looking for new markets, applications, products or twists on an old concept.
- entrepreneurs think of problems as opportunities for improvements and new ideas.
Forward looking - entrepreneurs
are never satisfied with the status quo and are always proactively carving out their future.
Careful about money -
entrepreneurs are careful with money and have a firm grasp on what things cost and their value to the business. This allows
them to recognize a true bargain when they see one.
Started earning at a young age - entrepreneurs commonly displayed
entrepreneurial leanings as a teenager seeking out entrepreneurial activities such as babysitting, lawnmowing and lemonade
Competitive - entrepreneurs are naturally competitive and don't let the grass grow under their feet.
conscious - entrepreneurs know the value of time and how to make the best use of it. You won't find entrepreneurs spending
much time on nonproductive activities. That said, entrepreneurs typically also recognize the value of downtime and time with
family and will factor these activities into their schedule.
Risk takers - entrepreneurs are not afraid of taking
calculated risks. They typically trust their hunches and act on them.
Usually loners - entrepreneurs generally prefer
a solitary work environment as opposed to teamwork.
Professional - entrepreneurs are professional in their approach
to work. They operate as they would in a corporate environment and don't allow themselves to be distracted by outside influences.
High energy - entrepreneurs have a plan and a vision and they work it. Entrepreneurs are often health-conscious too,
recognizing that the fitter they are, the better their minds work. So entrepreneurs will take time from their schedule to
work out and eat well.
Flexible - entrepreneurs are nothing if not responsive to change. Although they appreciate
the importance of having a plan and working that plan, they allow themselves room to react and respond to opportunities that
may suddenly reveal themselves. Nurture entrepreneurial spirit - entrepreneurs seek out and nurture the entrepreneurial
spirit in their employees and reward them accordingly.
Confident goal-setters - entrepreneurs are confident and set
long-term goals, both for themselves personally and their businesses. They view money and financial security as a measure
of accomplishment and a source of peace of mind.
Persistent - entrepreneurs never give up. They persist until they
Learn from failure - entrepreneurs learn from their failures and those of others. Failure to an entrepreneur
is nothing more than an opportunity waiting to be discovered.
Self responsibility - entrepreneurs take the initiative
and personal responsibility for their success or failure (which is always a merely temporary state).
- entrepreneurs utilize ALL of their available resources.
Internal locus of control - entrepreneurs don't believe
in luck. They firmly believe that success and failure lies within their personal control or influence.
Genesis 7 Development Inc., is a privately held California Corporation, with extensive experience
in diverse sectors of construction management, project management, program management, diversified real estate to include
California Firm Looks North For Light Steel Framing Technology Solutions
Toronto, Ontario - September 12, 2006 - Mississauga-based GenesisTP Inc.(Genesis), one of the world’s largest
Light-Steel Framing (LSF) technology providers, today announced the signing of a technology license and service agreement
between Genesis TP Inc. and the California firm Genesis 7 Development Inc. (G7DI) located in Walnut Creek, California.
As part of the agreement G7DI will build a light-steel framing manufacturing plant in Northern California with the latest
version of the Genesis assembly line equipment. As in all of Genesis' licensing agreements, G7DI will receive the use of Genesis'
proprietary software and services, along with the support of Genesis software and engineering experts.
In addition, the Genesis Business Development team will also provide G7DI with a complete business plan and financial model
looking forward the next five years. By providing a clear road map for G7DI based on local market research to determine growth
patterns, Genesis' expertise will help to maximize profits for G7DI over the course of the next few years.
"G7DI and GenesisTP have worked closely together in assessing the California market, as well as attracting potential clients
with the goal of opening a local manufacturing facility," said Joanna Tumielewicz, GenesisTP Business Development Manager.
"We will continue to work together to make this a reality in the New Year".
"We are extremely excited about this strategic partnership," said Debbra Carrigan, Executive Vice President of Genesis
7 Development Inc.. "This License Agreement with GenesisTP will allow us to completely change the home and commercial building
industry. Our vision is to provide added value and durable building solutions utilizing the framing technology actualized
by GenesisTP. They are succeeding in establishing a new frontier by providing leading-edge framing technology for the construction
One of the major selling points of Genesis LSF technology in California is the flexibility and ability of light-steel framed
homes to withstand considerable seismic activity. The ever-present potential for earthquakes in the California region makes
LSF structures a superior choice for building due to their structural integrity, rather than the more typical wood framing.
Carrigan says that GenesisTP’s use of light gauge steel offers sturdiness and safety in earthquake-prone areas like
the West Coast. "These key factors were extremely attractive to our leadership when we studied myriad construction processes
and products that include approaches to integrated steel technologies. Our strong belief and commitment in sustainable development
and to the light gauge steel construction sector, offers commercial and housing market building solutions that will carry
us into the new millennium."
The licensing agreement between Genesis and G7DI is a natural partnership as both companies espouse many of the same ideals
and goals such as global "green" responsibility, energy efficiency, the use of recyclable materials and the protection of
the environment by using such materials.
GenesisTP Inc. was established in 2002 as the innovation and technology division of Genesis Worldwide. GenesisTP
Inc. licenses its technologies and innovative products to companies around the world. KML Building Solutions, an affiliated
Genesis partner, is also a subsidiary of Genesis Worldwide and is GenesisTP's first Canadian licensee. KML operates a manufacturing
facility in Cambridge, Ontario,
GenesisTP Inc. is based in Mississauga, Ontario and employs 40 people.
GENESIS 7 DEVELOPMENT INC.
Real Estate Development; Owner Representation; Construction Management;
Program Management; Project Management; Building Systems; Marketing
Small businesses and how to make them work were the headline
topics at last week’s employment development forum at the Lone Tree Event Center in Antioch. But a quick look around
the parking lot told the real story.
The logos and placards emblazoned across the car doors and rear windows of vehicles
owned by window cleaners, truck drivers, mortgage brokers and insurance agents spoke volumes about the commercial diversity
that comprises East County.
“I’m here to find out how to get funding,” said Ed Gibson, owner of American
Truck School. “Trucks are very expensive, and so is everything that goes with it. I’m hoping to find out how to
get some dollars.”
Sponsored by the Contra Costa County Workforce Development Board, along with the cities of
Antioch and Pittsburg, the free conference and workshop called Taking Your Business to the Next Level was designed to connect
home-based and small businesses with the resources to help them survive and thrive.
Attendees consulted with a panel
of experts in business analysis, marketing, management planning and finance, to name a few. They obtained information on funding
through the Small Business Administration and other government programs. Job placement information and educational opportunities
were also highlighted during the three-hour event.
Some came to the conference to soak up the wisdom and experience
“I’m here to learn about the solutions to problems I don’t even know I have,” said
Sean Wright, a local chiropractor. “But I know I must have a lot of them.”
For the majority of the attendees,
however, the event was an opportunity to reach out, network with one another and share a few hours with those who understand
what it means to be a small business owner.
“I came here today because I have a vision,” said Janee Reynolds.
“I want to mentor young girls who are just coming out of the system. I want to help them lead good lives, and I have
no idea how to do that. I came to learn from and be with others like me.”
The path for most small business owners,
said George E. Carter III, a business services representative for the Workforce Development Board, is fraught with challenges.
The more information and support business owners access, he said, the more successful they will be.
don’t even know who we are or what we do,” said Carter. “And really, that’s why we do these events.
Small business owners account for nearly 80 percent of today’s workforce and yet they are often missing out on services
that they can, and should, utilize. Today was a great example of the small business community coming together. It was very
For more information, contact the Work Force Development Board of Contra Costa County at 646-5559.
Since 1994, East Bay Karate-Do has been providing safe, family-oriented martial arts experiences to students of all ages.
Our mission is to foster self-improvement and personal development through focused training. We promote physical fitness and
positive social interaction in a courteous and fun atmosphere. Our greatest responsibility is to instill in our students a
sense of discipline and a code of ethics to inspire them to lead exemplary lives as leaders in the community.
Sensei John Felipe has been training in Okinawan Uechi-Ryu Karate-Do and other martial arts for over 22 years.
East Bay Karate-Do instructors are role models. They are passionate and dedicated teaching professionals. They are well
trained, responsible, and disciplined. They maintain a strong commitment to increase their skills and education. They are
proud to share their knowledge and vow to always follow honest ethical business practices. They are sincere, and lead by example.
Our purpose is to empower all who desire to accomplish their goals by enabling each to achieve his or her potential. Our
mission is to serve our members, their families, and our community by utilizing all of our skills and talents to help you
or your child develop himself or herself in a healthy and progressive manor.
There's nothing as fragile as a great idea--especially a great business idea. With that in mind,
how do you develop a new business idea so that it not only gains momentum, but actually takes on a life of its own? You have
to make the commitment--stick with it and follow through.
Of course, that's easier said than done. Life happens, and everyday circumstances can stop you
dead in your tracks. That's why it's essential to have a foolproof plan to keep you going despite your lack of time, knowledge
According to a survey by Yahoo! Small Business and Harris Interactive, 66 percent of American adults
say they've considered starting a business. But many never take the leap.
Know this: Getting started is not about knowing exactly what to do. There's plenty of expert advice
within your reach about the nuts and bolts of all aspects of business--from writing the plan to implementing marketing strategies
to finding capital. But having the right information doesn't guarantee you'll put it into practice.
The art of the start is really about setting yourself up with a system that provides clear direction
and keeps you moving forward no matter what challenges you face.
Lack of inertia is the number-one killer of great ideas. Take a clue from Newton's first law of
motion: Bodies in motion stay in motion. What does physics have to do with getting started? Keep yourself in motion, and you'll
attract the necessary circumstances, situations and people to answer your questions, solve your problems and support you in
building your business.
Staying in action doesn't have to overwhelm you, and it doesn't have to dominate your time. All
it takes to keep your business in motion is 10 minutes a day.
1. Choose a Business That Fits You. You probably already have your dream business idea.
Just be sure it's something there's a market for. Whether it's a franchise, retail or homebased business, choose a model that
appeals to your personality traits, talents, skills and lifestyle preferences.
Lon Cohen has always been passionate about music. In 1979, he moved to Hollywood to pursue his
dream of becoming a rock star. Today, at 49, he laughs about it: "When my red spandex pants didn't fit anymore, I took a job
working for a guy who rented [out] guitars."
Starting at $9 an hour, he worked his way up to manager and began building a guitar collection
of his own. Eventually, he had so much gear that, he says, "it made sense to start a business doing the same thing [as my
boss]." Lon Cohen Studio Rentals was born.
2. State Your End Goal. You have to know where you're going in order to get there.
Stating your end goal--the ultimate result you're looking to achieve--gives meaning to what you're doing and why. Writing
it down so it sounds as if it were happening now not only keeps your intention right there in front of you, but it also makes
your success real in the present moment. This is a great motivational tool, especially on the days when life gets in the way.
Cohen's end goal: being able to say, "I have a well-respected, profitable guitar rental company,
which gives me freedom to do more of what I want."
3. Identify the Milestones That Make Up Your End Goal. Milestones are the markers that
measure advancement on the road to your final destination. As you imagine yourself having already reached your end goal, you'll
see the mileposts along the journey. Make a list of these incremental achievements. Don't limit yourself to what you think
is possible at this point, and don't worry about how you're going to accomplish everything. These milestones become the basis
for youraction plan.
Cohen's list included milestones such as:
Having a beautiful showroom and storage facility in a prime location
Hiring honest, reliable and experienced employees
Being able to offer rental, storage, cartage and tech services
Having a fleet of new vehicles and trucks
Having clients (including world-renowned musicians) come to him through word-of-mouth
4. Choose One Milestone From Your List. You've got to start somewhere. Choose one milestone
as the place to begin, and focus on it. This can help keep you from feeling overwhelmed and reduces the chance of you scattering
your energy in too many directions.
Cohen's one milestone: having a beautiful showroom and storage facility in a prime location.
5. Identify the Tasks Required to Achieve Your Milestone. Each milestone is made up
of a series of individual tasks--small and simple activities plus big and somewhat daunting objectives. Make a list of all
the obvious, practical and seemingly impossible tasks you need to accomplish to reach your milestone. Don't worry about how
you're going to make them happen.
Cohen's list of tasks included:
Get a facility.
Remodel the layout to fit his needs.
Design and furnish the interior.
Purchase the necessary repair, tech and soundproofing equipment to accommodate the expansion.
Set up customized computer systems to manage every aspect of the business.
Steps 6 to 9
6. Choose One Task From Your List. Simplify again by choosing one task from your list.
Focusing on one task at a time continues to channel your energy in a single direction. Cohen's one task: Get a facility.
7. Break Your Task Into 10-Minute Actions. By breaking down your task into a series
of 10-minute actions, you're essentially creating steps so simple, there's no room for procrastination. You may not have time
to write your entire brochure at once, but you can sit down and identify three ways consumers will benefit from your product.
Why 10 minutes? Because it is feasible--and you are more inclined to do something when it's likely
By asking himself the following questions, Cohen was able to break down his task into 10-minute
Q:Can I get a facility in 10 minutes? A: No.
Q:What do I need to do before I can do that? A: I need to look
at some available buildings and see my options.
Q:Can I do that in 10 minutes? A: No.
Q:What do I need to do before I can do that? A: I need to find
a commercial real estate agent.
Q:Can I do that in 10 minutes? A: No, because I don't know any.
Q:What do I need to do before I can do that? A: I need to look
in the Yellow Pages or get a reference.
Q:Can I do that in 10 minutes? A: Yes. I can call Jim who just
re- located his business and ask for his agent's number.
8. Schedule Your 10-Minute Action. Schedule your 10-minute action for a concrete date
and time, as you would any other appointment. It's easy to forget yet another to-do on your already long list, so write it
down in your day planner, Palm Pilot or BlackBerry.
9. Take Action Without Fail. When your 10-minute action appointment rolls around, keep
it! Keeping your agreement with yourself is as important as keeping one with your biggest client. It reinforces your integrity
and commitment to your business. If there's a conflict you can't work around, reschedule for a date and time you can keep.
Remember, you'll never have "enough" time, and you'll always have 100 things that need to be done yesterday.
Your Final Step
10. Commit to 30 Days of Action. It takes 30 days of consistent action to see measurable
progress. You may think 300 minutes could hardly make an impact. But remember your physics lesson? Being in motion for 30
days straight generates momentum and creates a domino effect. One action produces a result thatleads to another and another.
Before you know it, you've jumped three steps, or five or six, ahead of where you thought you'd be.
And uncanny things start to happen--people present themselves, opportunities show up, resources
find you. Action triggers the unpredictable and unexpected. Don't be surprised when one small action propels you into a quantum
Cohen used this 10-step system to reach his milestone. He secured a funky, beautifully decorated
facility, fully equipped for rental, cartage, storage and tech services, and it's located in a prime spot. So he began to
focus on his next milestone: having clients (including world-renowned musicians) come to him through word-of-mouth.
"My approach was 'if you build it, they will come.' I had the facility, trucks, computers, and
equipment. I started calling anyone and everyone I could think of and invited them down to see it," Cohen says. "Those people
started telling people, and the next thing I knew, I got a call from a competitor who was going out of business. He sent all
his clients to me."
The power of the small step is that it can take you from getting started to running a full-fledged
Twelve years ago, Cohen began his guitar rental business as a solo operation from home. His annual
sales were $50,000. Today, he has a 6,000-square-foot facility in North Hollywood, eight employees and projected 2006 sales
of $750,000. His clients include some of the top names in music, including Paul McCartney, Eric Clapton and Rod Stewart.
Lon Cohen Studio Rentals was built one step at a time, with steady increases and milestone victories.
And as with most businesses, the journey wasn't always easy. "There were countless times I wanted to quit," Cohen says. "I'd
get overwhelmed by the chaos and frustrated by all the problems. I felt afraid as I stared at the figures and thought about
the financial risk, stressed about how it was going to turn out. But I committed, took small steps and learned as I went along.
I was determined to get through."
This is a case in point for how to get started. Know your end goal, take action, and keep going,
no matter how bumpy the ride gets. It's also a testament to the spirit of every entrepreneur--commitment, perseverance and
the courage to go after one's dream. "As I think back on it, I'm pretty amazed," says Cohen. "I was a guy who played guitar
in a band and knew nothing about starting a business. But I did have a clear picture of what I wanted the business to look
like, and I kept focusing on the freedom it would give me." Today, that strategy has paid off tenfold.
What to Do When You Wnat to Give Up Any
successful entrepreneur will tell you that starting a business isn't always a smooth ride. Doors close. People object. Stuff
happens. Here are some 10-minute actions you can take when you feel like throwing in the towel and walking away from your
Calm Yourself Down. Breathe. Count to 10. Go for a walk. Do something that will take
you out of your emotional reaction and give you perspective on your situation.
Read Your End Goal Statement. Remind yourself of what you're creating and why. This
tends to jump-start your motivation because you've written it in the present tense, as if it were happening now.
Change Your Focus. Make a list of the positives. This could include what you have
achieved, the contacts you have made or how much you have grown through the process thus far.
Look for the Opportunity. Ask yourself, "What is this situation trying to teach me?"
Challenges can be the most valuable form of feedback. Any setback, glitch or crisis can be used as an opportunity to help
you move forward.
Get Support. Hire a coach. Find a mentor. Consult an expert. Talk to an objective
person (someone who believes in you) who can help evaluate the situation, answer your questions or guide you in finding the
Creative Ways to Find 10 Minutes Your
day is already scheduled with everything you should do and need to do. Making time for something you want without compromising
other tasks can be difficult, but it doesn't have to be. Here are some creative ways to find 10 minutes to start building
the business you've always dreamed about.
Try to wake up 10 minutes early, and use the time as soon as you wake up.
If you take public transportation, use the time during your commute to work. If you drive, take
10 minutes in the parking lot before you head into the office.
Make time for your task while your computer is booting up.
Take 10 minutes during your lunch hour or afternoon coffee break.
Use any time you're on hold on the phone.
Use the time during the commercials of your favorite TV show.
When your kids are napping or after they go to bed, spend 10 minutes on a task.
Use the time while dinner is cooking.
Take 10-minute breaks from watching your kids in the evening--alternate child-care shifts with
The County of Contra Costa, California (the "County") was incorporated in 1850 as one of the original
27 counties of the State of California (the "State"), with the City of Martinez as the County Seat. It is one of the nine
counties in the San Francisco-Oakland Bay Area. The County is the ninth most populous county in California, with its population
reaching approximately 930,000 as of January 1, 2000. The County has one of the fastest growing work forces among Bay Area
counties, with growth in its employment base being driven primarily by the need to provide services to an increasing local
population. Due to the presence of relatively high-wage skilled jobs and relatively wealthy residents, the County achieves
high rankings among all California counties on a variety of income measurements.
While some entrepreneurs crow that they have achieved success without a marketing plan, such businesses are more likely
to waste marketing dollars and not have a true sense of where their promotional budgets are yielding the best results. Just
as a winning football team always goes onto the field with a solid game plan, your business needs to have an outline of how
to reach out to prospective customers in order to succeed.
If the word plan makes you sweat, fear not. It's possible to create a simple, effective marketing plan in less than
24 hours. By following a series of steps, you will be able to schedule your marketing activities into your everyday routine
and reach your growth goals that much sooner.
Hour 1: Take Stock Before
you map out where you want your marketing plan to take you, you need to figure out where you are right now. How is your business
positioned in the market? Is this how prospective customers see you? You may want to ask some of them for their feedback.
Be as objective as possible, and write four or five paragraphs that summarize your business, including its philosophy, strengths
and weaknesses. Don't worry if it's not neatly organized--it's more important to get everything down on paper.
Hours 2-3: Set the Goal Now
that you have a sense of where you are, you can decide where you want to go. Ask yourself what you are trying to accomplish
with this plan. Do you want to increase sales? Create a certain perception of your business? Generate more store traffic?
The right marketing plan can help.
Outline each of your goals, being as specific as possible. While you should be optimistic, use a healthy dose of realism
to keep you grounded. Remember that the best marketing plan in the world is not likely to increase sales 80 percent next year
unless there are special circumstances, such as an outstanding new product introduction or the sudden disappearance of your
competition. While it's fine to have multiple goals, be sure to prioritize them so that you can create a realistic plan to
Hours 3-4: Hit the Target Who
are your target audiences? If you say "everyone," you need to rethink the answer. Even the largest companies don't blindly
market to every individual. Rather, they break their audiences down into distinct profiles, or niche audiences, and create
messages and vehicles to reach each segment.
Define your niche audiences as clearly as possible. If you are reaching out to businesses, describe what type, including
industry, revenue level, location and other important characteristics. If consumers are your audience, describe their age,
sex, income level, marital status and other relevant attributes. Be as specific as possible. You will probably have several
audience segments, but be sure to rank them in order of priority.
Hours 4-9.5: Research Your Plan Now
that you've outlined where you are and where you want to go, it's time to play private detective to find the best route to
get there. Nothing provides a clearer look into the path of least resistance than solid research.
Information about your target audiences is available from a variety of sources, many of them free. Take some time to find
out about demographics (the physical characteristics of your audiences) and psychographics (the psychological characteristics
of your audiences). Demographics outline such factors as age, geography, income level, etc. Psychographics offer insights
into trends, buying habits, market segments and the like.
Trade associations and publications are often great places to start your research, especially if you are reaching out to
businesses. Check out your target industry's trade resources for audience information. For information about consumer audiences
in your region, try your state or county Department of Economic Development. The SBA offers limited help with market research.
Find out more about their capabilities at www.sba.gov.
Once you have lined up this information, write a detailed profile of your audience segments. Include all the demographic
and psychographic information that you can. For instance, if you are selling a product to homeowners in Anytown, USA, find
out what percentage of people own their homes in Anytown. What is the average household income? Do most homeowners have children?
The more specific you can be, the better.
Planning the Action
Hours 9.5-18: Plan the Action This
is the heart of your game plan. For each goal, you will need to create a strategy, key messages and a series of steps that
will help you accomplish the goal. You have many tools at your disposal.
As you examine each of your goals, conduct a mini-brainstorming session. Consider what the best vehicles for your message
may be. You may decide to use newspaper, radio, TV, magazine or outdoor advertising; direct-marketing programs, including
postcards, sales letters, fliers, business reply cards, newsletters, and 800 numbers; and PR elements such as publicity, events,
speaking engagements, sponsorships, opinion polls and the like. Perhaps you can accomplish your objectives and cut your costs
by teaming up with related, noncompeting businesses for in-store promotions or cross-promotional outreach. Online promotional
opportunities are more abundant than ever, and you may want to consider designing a website or uploading information to a
newsgroup or special-interest forum.
Write each strategy, and list the key messages and tactics below it. For example:
Strategy: Position myself as the leader in home inspections in my community.
Key Messages: William Wright Home Inspections is a reputable, trustworthy name in home inspections.
Tactics: Approach the area community college about teaching a home-buying class. Propose a feature story
to the local paper about 10 things to look for when buying a home, with me as the source. Launch a website with an interactive
home-buying questionnaire. Create a brochure entitled "Secrets of Home Buying," and offer it free to people who call your
business. Issue a press release about the free brochure to the local media. Send informational brochures to real estate agents
and mortgage brokers who refer home buyers to home inspectors.
For each step you plan, keep asking yourself, "Why should I do this?" Don't get trapped in big, splashy promotions just
for the sake of doing them. It's much more effective to have smaller, more frequent communications if your budget is limited.
For example, a small accounting firm wanted to increase publicity in local newspapers. The owner made a $10,000 donation to
a local charity's annual gala, believing this would make a great news story. While the generous gesture was greatly appreciated
by the charity and its supporters, that money represented the majority of the firm's annual marketing budget. In return, the
owner got one small story in the local newspaper. If the organization's goal was to become more philanthropic, the donation
would have been an effective gesture. However, because the original goal was to increase publicity, the money would have been
better spent on a diverse marketing program with more components.
Finally, be sure that your promotions are projecting the right image. If your audience is conservative, don't create an
outrageous promotion. Similarly, if you need to project a cutting-edge image, be sure your efforts are smart and sophisticated.
Hours 18-21: Budget Your Resources Some
business owners believe that marketing is an optional expense. This is one of the most tragic myths in business. Marketing
expenses should be a priority, especially in times of slow cash flow. After all, how are you going to attract more business
during the slow times if you don't invest in telling customers about your business?
Take a realistic look at how much money you have to spend on marketing. While you do need to ensure you're not overextending
yourself, it is critical that you allot adequate funds to reach your audiences. If you don't have the budget to tackle all
your audiences, try to reach them one by one, in order of priority.
For each of your tactics, itemize the expenses and their estimated costs. From there, you can beef up or pare down your
plan, depending on your situation.
Hours 21-23.5: Time Your Projects Now
that you've broken down the steps involved in each marketing activity, allot a segment of time and a deadline to each. Again,
be sure that you're not overextending yourself, or you may get burned out. It's better to start with smaller, more consistent
efforts than an overly ambitious program that gets discarded a few months later.
Hours 23.5 and on: Go for It! What
you now hold in your hands is probably the most effective to-do list that you will ever write. You have prepared a document
that will help you reach your audience segments from a point of knowledge and expertise instead of shoot-from-the-hip hunches.
Don't put the marketing plan on a shelf and forget about it. Your marketing plan should be a living document--it should
be revisited and revised, and it should grow and change over time. As your business reaps the benefits of your initial marketing
strategies, you may want to increase the scope of your marketing. If you find that something isn't working, discard or change
it. Consistency and continuity, delivered with a dash of creativity, give you the formula for successful marketing.
Marketing Plan SOS If you still need assistance in developing your marketing plan, here are a few places to turn
to for low- or no-cost help.
The SBA has a number of Small Business Development Centers and Women's Business Centers throughout the country. The SBDC
counseling program assigns a consultant to meet with you on a regular basis to monitor your progress in any area, from marketing
to human resources, for free. Find the nearest center by visiting www.sba.gov.
SCORE is a group of retired executives with various areas of expertise. The organization offers free counseling to startup
or established business owners. You can request a meeting with someone who has a marketing background to help you write your
plan. Visit their website at www.score.org.
Contact the head of the marketing department at a local college or university. Suggest that he or she assign a class to
develop your marketing plan, or find out if there is a marketing or related business club on campus that would be willing
to handle the project for free. sConsider starting an internship program. A marketing student may help you write your marketing
plan in exchange for the experience or a small stipend. Call the marketing departments of colleges in your area and ask if
someone can recommend a student.
Black Pages USA: Helping You Invest in
America transforms itself into a knowledge based economy versus a manufacturing/textile economy, now is the time to evaluate
how we do business with African American owned companies and how we legitimately identify those businesses.
American companies are moving abroad to reduce labor cost and make more money.
Some of the loyalty we used to have with major companies has diminished because of the uncertainty of the job market.
African Americans must take a different approach to the future and look for other strategies to build its own economic and
We cannot invest all of our efforts with major companies, nor can we use our voting
power toward one political party. We must become smarter and more business savvy, particularly as the melting pot of
America starts to boil over. As people of African descent, we should remain focused and vigilant or our American dream
could be lost without compensation. The answer to our prayers can be found between our ears and in our hands.
We have over 600 billion dollars in purchasing power in America. If we controlled 60% of that wealth and money that
we frivolously spend, we could dominate all industries of business. No one should be able to control our thought process
on where we spend our money.
has somewhat rolled out the red carpet for the Latino community as well as other cultures. Even though there is a language
barrier it has not stopped our minority friends’ eagerness to become self-sufficient. Has the Latino community
learned from our mistakes…or have we been too suburban or less cultural to recognize the benefit of being unified to
achieve a common goal in a capitalistic economy? Latinos have their own credit unions, grocery stores, health centers,
salons, directories, newspapers, television and radio stations, contractors and of course places to worship.
all over the world recognize how important their history and culture has contributed to society. Having a financially
healthy economy is just as important as growing African American businesses. Let’s not short change ourselves
by not supporting and investing in African American owned products and services. If you are not part of the solution,
then you are part of the problem. Remember, we have the purchasing power and control of where and how we spend our money.
Therefore, buy African American products and services because it’s the right thing to do.