Small Business Blog

Posts Tagged ‘Checklist’

When it comes to Direct Sales, it’s our job as consultants to promote our company products by distributing company catalogs.

You can use this simple ABC Checklist to help you distribute catalogs in your local community.

A – Art Gallery, Auto Repair Centers, Auto Dealerships, Auto Shows, Animal Shelters, Athletic Parks, Airport Waiting Rooms, Army Depots, Amusement Parks,

B – Bridal Stores, Banks, Bakeries, Beauty Salon, Bowling Alleys, Beer Distributors, Bars, Business Events, Baby Stores

C – Cafe’s, Chamber of Commerce, Convenience Stores, Community Events, Craft Fairs, Colleges, Community Centers, Coffee Shops, Church Centers

D – Dance Studios, Doctor Offices, Dentist Offices, Daycare Providers, Dry Cleaners, Delis, Doughnut Shops, Diners, Dinner Clubs

E – Employee Lounges, Expo Events, Employment Agencies, Education Centers

F – Fairs, Flea Markets, Floral Shops, Festivals, Fudge Shops, Farmer’s Market

G – Gyms, Gas Stations, Grocery Store, Gift Shops

H – Hair Salons, Hospital Waiting Rooms, Hotel Lobbies

I – Ice Cream Parlors, Insurance Offices

J – Jewelry Stores, Jewelry Shows

K – Kids Clothing Shops, Kids Furniture Stores, Knitting Shops, Knitting Groups

L – Library, Laundromats, Learning Centers, Liquor Stores

M – Medical Clinics, Malls, Mobile Home Parks, Massage Parlors, Motel Lobbies, Military Housing Communities

N – Nail Salons, Night Clubs, Notary Offices

O – Open House Events, Outlet Shopping Centers

P – Pet Grooming Facilities, Pet Boarding, Pet Stores, Printing Centers, Pharmacies, Parks, Playgrounds

Q – Quilt Shops, Quilting Groups

R – Restaurants, Real Estate Agencies, Retail Stores, Retirement Centers, Religious Centers

S – Spa, Schools, Senior Activity Centers, Senior Groups

T – Tattoo Parlors, Technical Schools, Temporary Employment Offices, Tanning Salons, Trade Shows, Tutoring Centers, Teacher’s Lounge

U – University Campuses, Utility Companies

V – Veterinary Offices, Video Rental Stores

W – Waiting Rooms, Weight Loss Centers, Welcome Information Centers, Wine Shops, Wineries, Warehouses, Women’s Groups

X – Xerox Copying Centers, X-Ray (Radiology) Centers

Y – Yard Sales, Yogurt Shops

Z – Zoo Employee Lounges

One thing I’ve found in my many years of entrepreneurship is that smart marketing is the key to success. I’ve worked with so many different types of small business owners, entrepreneurs, coaches and consultants from all kinds of industries and no matter what the business is; I’ve found that if the person doesn’t know how to market it and they don’t get help to do so, the business just doesn’t survive. The following 8 items are what I consider a good small business start up checklist; if you are in business or thinking about getting into business you will want to make sure you have or are working on all of these things constantly. The mix of all of these necessary items works well to maximize your exposure, credibility, expert status as well as build your database and help you make informed marketing decisions.

1. Realistically Defined Target Market
Most small business owners actually have way too large of a target market to be realistic in order to market to them all with the limited time and budget available. More than likely you might want to narrow down your market or define your niche even more with specific demographics and psychographics; then you’ll really begin to see unique opportunities that might become available to reach that market. And don’t forget about all your referral sources – they are your target market too!

2. Marketing Plan
This plan should outline everything you could possibly do in your marketing based on who your target market (ideal client) is and the best ways to reach them including various guerilla marketing techniques, promotions, ideas and co-promotions. Then you need to stick to your well-researched plan and not get sold or steered away by random advertising opportunities. This should also include a Publicity Plan – Including pertinent media contacts, press releases, article submissions and event listings for ongoing exposure – If you’re not submitting press releases regularly to the local media, local organizations you belong to, etc. you are missing FREE opportunities to get additional exposure for your business.

Your Marketing Plan should also include an Advertising Plan – Including Timeline & Budget – More than likely you’re not spending enough money on advertising, period end of story. If it’s done in the right places, places that reach your target market, with a good message or headline and for a reasonable length of time you should see good results. If you only try it once or go too small or have no idea to effectively design your ad – you will not get results. Learn about all the advertising mediums in your target area, who they reach, their demographics, what kind of circulation they have based on their cost, etc.

Your Marketing Plan should also include an active Networking Plan – Including any pertinent organizations, associations, chambers or other professional group that brings in referrals or is a good venue for prospecting or business development – Pick 2-5 organizations you believe are the best to either promote your business or build your business in, join them and then become as active as you possibly can so you become the well known expert in your field. Volunteer your time generously and most of all put their events on your calendar before ANY other client meeting or job BECAUSE …these are your advertising dollars NOT being spent!

3. Database
Inputted/Formatted in the computer with all Clients, Prospective Clients, Referral Sources & Contacts. You need one place where everyone you have ever known or done business with is housed in the computer so it’s easily mail merged for one – sort them if you can by hot, warm or cold prospect or referral source. Then you should regularly stay in touch with your database through effective Database Marketing and Follow Up in order for you to be On the Top of Their Minds when the topic of your service/product comes up.

This can include letter and email templates, a system for following up to Hot, Warm and Cold prospects and ongoing database marketing – If you are not doing quick follow up after you meet someone/anyone then you are missing opportunities and they will forget about you. You want to follow up with everyone you meet within 48 hours and then continuously, you need to make this automatic, systematic and practical so it will get done – delegate it if you have to.

4. Website Including Domain Name (s), Hosting, Reciprocal Links, and Internet Submission
You are missing out on sales if you do NOT have a website – but a professional website is a must, not a home-made, amateur site; that will hurt you and your credibility. It doesn’t have to cost an arm and a leg, but the goal should be to inform, entice and capture – capturing the contact info from everyone who visits your site should be your most important goal – because then you can continue marketing to them either by mail or email and the more likely they will use you or refer you. The content on your site needs to also be compelling, attention getting and filled with keywords to attract the search engines. Hiring a good web designer or developer is very important and very hard to do because many have talent but some do not and say they do. You really want a web designer that also has some sales and marketing experience although in my experience, that is the hardest thing to find.

5. Email Marketing Distribution Lists, Program for Email Marketing, Newsletters, Promotions
Email marketing is the cheapest form of marketing anyone can do these days but there are spam laws to follow and email etiquette you should strive to follow so you look as professional as you can. See www.spamlaws.com for more tips on what to look out for in your email marketing.

There are online email programs you can use to really make your emails POP but remember to send people info that they want to read, not just what you want them to read. When you consult with me, we evaluate the best format and program to use for your email marketing campaigns as well as figure out how often you should send them, what to say in them and how to make more money with them.

6. Professional Marketing Materials
Business Cards, Letterhead, Envelopes, Brochure, Sales Packet, Flyer, and Postcard. Whatever is necessary to reach your target market – they need to be professionally designed, printed and presented! Don’t try to design your own marketing materials unless you are a qualified graphic artist, trust me, they will not reflect the image you want to project. It’s not just important for them to look good but they also need to have an attention getting headline, message and clear call to action. Hiring a good graphic designer is tough; many designers are not what they say they are. Ask me for a referral or have me help you – with my sales and marketing expertise and one of my talented graphic designers we can create outstanding marketing materials that will make you stand OUT from your competition.

7. Branding
Includes Signage like Nametags, Shirts with Logo, Vehicle Signs, Banner, Promotional Products and Giveaways. The more your name is in front of people’s faces the better. You want people to recognize your brand on everything you do and everywhere you go. Find a good promotional products company from your local chamber of commerce or ask me for a referral.

8. Good, Reliable Vendors
Includes industry vendors as well as those for your business development like printers, mailing houses, delivery services, rental companies, assistants – you’d be surprised to know you’re probably spending too much money in one or more of these areas right now. Find reliable, inexpensive sources, if you need referrals to companies I recommend, just ask me! If you are thinking there is absolutely no way you can get all this done yourself or you just don’t know how to do something on this list then I would suggest you find an expert in that field to help you. Delegate that task to someone who knows best how to accomplish it and can do it much more efficiently than you.

The cost of outsourcing such tasks far outweighs your valuable time spent trying to figure it out yourself and who knows if you’ll figure it out to the best for your business? Your marketing is the most important thing you will ever do in running your business. If you don’t believe that, then save this article somewhere safe and when you go out of business in 2-5 years, find it and read it again.

Potential timeshare investors seldom review the crucial factors determine the purchase of a timeshare property. This results in many buyers being caught in a catch 22 situation when its time to take the final decision. That being said, buyers today are a lot more aware of the ramifications of their actions to their predecessors were. Due to easy accessibility of information via the internet and search engines, buyers today can undertake more intensive research prior to acting on their plans. The availability of a wealth of information can also be detrimental because of conflicting information from varied sources.

Yet many investors seem puzzled when asked if they have a checklist of things to consider before buying a timeshare. The objective of this article is to enable investors to create an extensive checklist that will help any timeshare investor to choose the timeshare best suited to their requirements.

The first most important step is decide whether the purchase will be made through a broker or if the owner is going to contact the developer directly. If the purchase is through a broker, he should be licensed, with a good reputation and high success rate in handling timeshares. To check if the broker has in depth knowledge about the timeshare, an owner must ask the following questions, which should be validated with another source.

- Maintenance fee of the resort and if the fee is raised every year, if yes what is the annual increase?

- The chances of getting the best timeshare at a particular time of the year?

- What is cut off point to which is still early enough to make a reservation?

- The possibility of additional benefits being available for the timeshare?

- Whether the timeshare company offers any bonus week programs?

- Whether the timeshare company offers any bonus week programs if reservations are made at low seasons?

- The owner exchange or trade the timeshare without joining an exchange company?

- Whether the broker or the brokerage firm offers a point system?

Sometimes purchasing a resale property could be viable option as against a new property. This is a crucial aspect which should be discussed with the broker. A fundamental cost determining factor would be the high demand for a particular week in the year or in a season for a specific location. The size of the unit greatly affects the price as bigger units are easy to trade in and exchange hence are in more demand. Another factor is reputation of the firm owning the timeshare resort . If the company has had a high success rate then the demand for their timeshares would be higher and could result in a higher appreciation rate for the property.

Some investors purchase their units sight unseen if they want a quick escrow. This is okay if you wish to own the property for a very short period. However, if this is serious investment , always inspect the property prior to signing the deed of ownership. This is because in sometimes the descriptions provided by the timeshare company or the re-seller turn out to be distinctive or lacking in actual details like the property location or the size of the unit. Alternatively, if the prospective owner cannot see the unit, always request a reliable source residing in the vicinity to view the property and send feedback based on the checklist or pre-determined specifics. In case of a resale unit, getting feedback from older neighbors about the property management and amenities can be a useful source of information. A potential list of questions to ask neighbors are:

- Overall feedback on the resort?

- The period of time since the older neighbors have been vacationing at the resort?

- Ease in booking a vacation and or exchanging to another property?

- Feedback on the responsiveness and professionalism of the management?

- Overall satisfaction with services offered by the management company?

- Possibility of hidden maintenance and other or fees?

- Consistency in fees

- Frequency of increase in fees and the percentage increase?

- Developers plans or intention on improving the overall appearance of the property in the future?

Doing a background check on the prices in the area of interest and viewing sites like mytsmp.com comes handy when its time to take a decision. Reading the fine print first will always result in a sound decision as the owner would be aware of any exceptions. If the owner is purchasing a resale, the first question to ask is the underlying reason for the sale. Is there any issue with the management company or the neighbors or the quality of construction of the unit? Also a fact to keep in mind is that the unit should be close to half the price of a new timeshare unit sold by a developer. Getting a feel of the potential problems assist in deciding the purchase of the unit. If attention is paid to all the important factors, a wiser buyer will be able to take a smarter decision on the purchase of an ideal timeshare.

It is a great idea that you have decided to start your home based Internet business. To give you the upper edge to stand a few steps ahead of your competition use this checklist to ensure that all of your ducks are in a row and that you get a successful beginning to your new endeavor. First, you have to make sure that you have ample Internet access. As a matter of fact a broadband connection would be beneficial. This will save you a lot of time. Select a business that you are passionate about which will give you the drive and conviction that you need to be a success. Come up with a business name. Some simple brainstorming will help you out with this. Narrow down a few choices and go from there. Look for a name that stands out. Think about some commercials that you have seen on TV lately think about why you remember it and it is likely because they stood out above the rest. This is effective marketing!

Decide on your budget in terms of how much time are you willing to invest and how much money you have to get started? More money is only important for time saving that makes things more effortless. Those things you can do without at first because you need to learn the ropes and make a presence before you send your business on autopilot. When making your budget be sure that you do not include any monies that are needed for everyday life or to manage the household. Choose a domain name and when you do this stick with a name that is relevant to your business. For example if you sell cookies you would want a name like cookiesbyme rather than entrepreneur. There are lots and lots of registries available and some are free while others can cost some big bucks. Start out with the freebies so you can invest any money somewhere else.

Next, you need to set up some email accounts. These are free too, so do not worry. Try to make at least four separate accounts so that you can keep your projects separated easily. Get yourself an auto-responder. There are lots to choose from but just choose the one that best meets your budget. This is actually a very important tool that can either make or break your business. Marketing research indicates that most people will not make a purchase on their first visit to your website. Auto-responders do the follow up with not much effort on your end. It is really important that you make sure that you put some effort forth in developing a follow up message that is of quality.

You should also have a home based business phone. This might not be needed immediately but in time you will need one. Mixing your home phone with a business phone is not a very good idea because you risk the chance of your kids picking up the call; you may tie up your home phone line or even miss a call.

Are you new to the internet marketing business? In no particular order, I am giving you some of the things you need to have if you really want to be able to make it in the internet marketing business. There are many things you can use, but here we give you the basic checklist with which you can begin.

Email

Of course, you cannot really expect to have an internet marketing business in full blast if you do not have a spacious and easy to organize email account. Emails are quite easy to create. But you must be able to create filters. It is most advisable to create a separate email account for your personal and business needs.

Website

A website is important because that is where you put your squeeze page, present your products and update on your prospects. A good web host costs only a few dollars a year, so make sure you have this accounted for already even before you begin your launch.

Products

What else will you be promoting if it it weren’t for the product? Your products will be the vehicle with which you will earn money. You will not be able to call yourself a true internet marketer if you do not have products so make sure you have decided on them already.

Outsourced Experts

Writers, web designers and programmers are just some of the key people you need in your internet marketing business. If you are able to outsource and focus on your own strengths in internet marketing, you will be able to do so much more in less time and earn so much in return.

An “Office” or Workplace

It does not have to be something with a corporate feel to it. Your home can be your office. For as long as it is a place conducive for your internet marketing operations, let nothing prevent you from securing it and using it to the utmost. A good workplace is a place where you can concentrate.

A Niche

A niche is that target of your products, your promotional stints and your sales pitches. If you have nailed down that specific niche with which you are to do your internet marketing stuff, you will have a more promising career in this business.

Goal

A goal is important because it will help you tailor your actions accordingly. An internet marketer without a solid goal is like a man running aimlessly with no direction in mind.

Strategy for Success

You must also embrace some sort of strategy in order to reach your goals. Trains do not just get on their destinations unless they have the tracks marked out specifically for them. In the same way, you are not to reach your destination without the strategy to take you.

An Excellent Mentor

You cannot expect yourself to learn it all by self study. You cannot get it right the first time. People who have better experience in the business than you are will prove to be great collaborators in teaching you the ropes of this business. Make sure you take every opportunity to be taught.

A Big and Sustained List

Now this is the biggest clincher. A good master list is the best way to ensure internet marketing success. You cannot expect your products to sell or your website to have traffic unless you are able to make use of a big list.

What does customer focussed or customer-centric business mean?

Firstly, let’s take a look at how customers attribute profit to a business; research has shown that many businesses operate according the 20: 80 rule (Angel customers and Demon customers by Larry Selden & Geoffrey Colvin). 20% of a business’s customer base generates 80% of its profits. What’s even more interesting is the 80% of less profitable customers also contains a big percentage of loss makers, which are costing businesses money by being on their books.

The 20:80 rule is only a rule and all runes can be broken, and this is where customer focus comes in. By building a business around its’ most valuable customers, a business can change the ratio of 20:80 to a greater percentage of profitable customers; this is what’s known as being customer centric or customer focussed. Valuable customers are part  every aspect of customer-centric business from its core strategy to its day to day operations

Why bother thinking about being customer focussed?

99.9% of successful businesses have one thing in common, they’re all customer focussed and customer-centricity forms a key part of their business strategy.  They also have the following advantages over their less customer focussed competitors:

A profitable customer base Clear understanding of how to grow your business and profits, based on a deep knowledge of your customers An ability to respond quickly to your customer needs and changes in your business environment A faster, more efficient organization, as everyone beats to the same drum Better protection in downturns, due to more loyal customers

In the next few pages, we’ll show you how you can evaluate your business for customer centricity and take steps to become customer centric.

What’s under the hood of a customer focussed business?

They know their customers: they understand their value, needs and they listen to them Customer centric business strategy: the business is built around their core customers Customer culture: employees live and breathe their customers Customer metrics: the business tracks its customers as part of key business performance tracking

How can I check if my business is customer centric?

Take a look at the questions below and answer them Yes or No for your business:

Do you have a clear idea of  who your customers are and what are their needs? Do you know which of your customers are most valuable to you? Does your business strategy / mission mention anything about your customers? Do you hire / develop your staff with your customers in mind? Do you have a process by which customers and employees can give feedback and review / act on this within your business? Do you have a customer complaints process which enables quick resolution of customer problems? Are all your employees empowered to deal with customer complaints? Do you know how satisfied or loyal your customers actually are? Do you provide specific services or incentives for your most valued / loyal customers? Do you deliver what you promise in your advertising / marketing to your customers?

So let’s take a look at how your business did:

Customer Nirvana: if you scored 10, you’re all good and just need to keep doing what you’re doing. Doing well: if you scored 5-10, you’re in pretty good shape and just need to refine your customer focus within your business Must do better: if you scored less than 5, its time to hit the drawing board, and look at what you need to do to make your business more customer-centric.

In part 2, I’ll be giving you an insight into how to build a customer focussed business. If you want to find out more before the next article is published, go to my site where I have provided a free guide on buiding a customer focussed business

Phillip Hunt
Founder of Ysatisfy customer satisfaction consultancy
www.ysatisfy.com