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How Much Do Your Customers Cost?
On average, how many people visit your store, website or place of business without buying anything? How much time and effort must you spend on each new prospect before they become a client? Once they become a customer, how often will they buy, and how much? How long will they continue to buy from you? How much does it cost you to win a new customer over, or to keep an existing one?
As a small business owner, you must know the answers to these questions in order to make intelligent marketing and advertising decisions. Before you spend valuable time and money trying to attract new clients, you’ll first need to determine how much it will cost to actually acquire them. Not only that, but you’ll also need to calculate the average lifetime value (or income) that new client or customer will ultimately generate. Why? Because understanding how to effectively focus your marketing and advertising dollars could make the difference between cost-effectively attracting new clients or foolishly squandering precious resources.
One of the most difficult situations many novice marketers and business-people of all kinds are faced with is how to price products and services. Charging too much will hurt your bottom line and reduce your profits, but so will charging too little. Finding the right price to charge can be tricky, but multiple studies have been conducted to help find the best way to price products and services, revealing a number of useful insights about the human mind in the process.
Understanding how customers view the price and value of your products, and using proven pricing strategies, can help take the guesswork out of pricing and selling your products and services.
Starting a simple small business is very much like a roller-coaster ride. It has many ups and downs, twists and turns and sometimes heart pounding excitement. It is definitely thrilling and scary at the same time. In the midst of hundreds of things to do for a new start-up, one can get lost in unnecessary tasks or even lose track of the important things. In order for start-up founders not to lose their sight on important things, it is imperative to have a business plan. Even if that business plan is on a napkin or a single sheet of paper.
Business plans are like roadmaps or blueprints. They provide start-up founders with a direction, and necessary information to form correct action plans to use at different stages of the business.
Many business books and business scholars talk about why you need a business plan and how to go about creating one. The rule of thumb seems to be to ask the creator to predict the future and to create a five-year plan describing everything that will happen in detail. However, a lot of successful start-up founders today will disagree with this approach. Simply because five years is too long to create a definite and certain plan (see “How To Create a One Page Business Plan“). This approach just doesn’t take ‘uncertainty’ into consideration.
Starting a small business can be one of the most rewarding and fulfilling things that you ever do, or it can turn into a huge nightmare if you let it. You greatly increase your chances of success by having a simple one page business plan created as your starting point.
There is an old saying that has proven itself over and over again and it is especially true in the business world. The saying goes like this “If you fail to plan, you plan to fail”. Having a simple business plan is like having a road-map, guide or cheat sheet to help you get from where you are today to where you want to be some time in the future.
If you are planning on starting a multi-national major corporation, then you will benefit from having a full-blown 20 page business plan that outlines your companies strengths, weaknesses, market opportunities, marketing strategy, mission statement, competitor’s strengths and weaknesses, etc…
However, if it’s just you or just a couple of people working together, then a one page business plan is really all you need to get you started.
This one little step can mean the difference between starting a business that never actually achieves any real level of success or starting a business that eventually becomes hugely successful.
1. Find a Need & Fill It! (Blah, Blah, Blah!) You have heard this a million times before, but it is the core, the root, the foundation of any business. Business is about serving people’s needs. The more people you help, the greater you are rewarded. It is not about doing what you love. Although if you can accomplish both, then that’s great. But as catchy and simple as this phrase is, unfortunately there is a little more to it.
One of the biggest problems people have when starting a business is what I call “Dedication Justification“. Justifying what they want to do by concocting some need that really does not exist for their product or service. Dedicated Hobbyists and Artists are notorious for this. For example, Let’s say you are an artist and want to start a business selling other people’s creative works as well as your own. So you convince yourself that there is a real need in your town for great art. The only reason more people in your town don’t buy art is that there is no place to purchase great art. Guess what? Chances are you are lying to yourself and you don’t even realize it.
I own and have owned many businesses in my life. Some were failures, but many were successes. After thirty years of diligently practicing this game we call business, patterns begin to emerge. When looking back, it is easy to see what I did right and what things I did that were downright stupid. I can state without any hesitation that every successful business I wound up with were successful because eventually systems were created and implemented. Based on that, I would argue until the sun goes down that if you want your small business to really be successful you need to start creating, documenting and implementing systems.
Keep in mind I always distinguish between being self-employed and being a small business owner. Neither one is necessarily better than the other. If your desire is to keep everything simple, never hire more than one or two people and to always be the main producer or service man, then being self-employed is a much less stressful way to go. But as a small business owner, the business will take on a life of its own. Like a child it needs rules to regulate how it acts or before you know it, the spoiled child will take you down, hard! Systems are the rules for your child.
For a Clue as to How to Weather the Storm, Look at Those Who Have
Almost every business feels it when the economy takes a down turn and we all hear the little voice that says, “what if ?” But taking a cue from those companies that have sailed through the Tsunamis, not just once but many times, just may hold the key to your survival.
Kimberly-Clark, Philip Morris, Walgreen’s, Kroger, Gillette, Abbot Laboratories, Wells Fargo, Pitney Bowes, Wal-Mart and Walt Disney are only a few companies that have sustained growth through good times and bad over the last fifty to more than 100 years.
They all became and were known as the best at something.
They all focused on hiring good people and then not micro-managing these people.
They all had very specific goals for the company and everyone knew those goals by heart.
They all had core values that went beyond just making money.
Every decision that these companies made were determined by their goals and their core values.
When times get tough, it may be more important than ever to find something in which your business can become known as the best.
Summary: Go to the portable applications website and download their free portable apps suite plus any other programs that you may need to run your business. Stick them on a 4 or 8 gigabyte thumb-drive and run your entire business from any computer anywhere, any time. Save a ton of money and feel secure that no lost or stolen computer, computer crash or disaster will bring your simple small business to a halt.
I am a big fan of portable applications. If you are not aware of what that is, portable applications are small programs that reside entirely on your USB thumb-drive. These are the programs that you use every day on your computer like word documents, spreadsheets, graphic programs, etc. They take up no space on your hard drive, they don’t fill your computer with a bunch of garbage that slows your computer down and the icing on the cake is that most of these are open source and completely free.
To become familiar with what is available I highly recommend that you take a jump over to portable apps to see what they offer. There are other portable apps available from different sources, but this is a great place to get started. Imagine being able to run your whole simple small business using the thumb-drive on your key chain or in your pocket. If your computer crashes, quickly buy or borrow another computer and in minutes you are up and running. Someone breaks in and steals your equipment or a fire destroys your office, no problem, you have got it covered. You are on vacation and there is an unexpected business emergency, use the hotel computer and jump in and get your company back on track.
Regardless of what simple small business you are in, you MUST be a seed planter! Planting seeds is basically laying the groundwork for future business. EVERY business must do this. Most of the time the seeds that you are planting today will not bring any fruit until six months or a year from now. So you must be continuously planting seeds.
There are two common problems that simple small businesses have with seed planting. First, when you are planting seeds you are not bringing in any income to pay the bills. Cash flow is the blood that keeps a small business alive. Oftentimes, a simple business is a one or two person operation. The second problem is just the reverse of the first. If the entrepreneur is busy generating income, then they are not planting seeds.
This is the catch 22 that destroys most small businesses and the worst thing is, like a silent deadly disease, the entrepreneur never even knows that it is at work in the organization until it is too late.
In the previous article I mentioned that it is imperative that you find help with two of the Basic Pillars while you focus on only the third (it does not matter which one). As your small business grows you can and should take the liberty to break each of the Pillars down into their sub-columns assigning someone different to each area. You can slowly do this as your business grows, delegating or farming out one sub-column at a time over time. Pillar 1 – Create the Work: Columns
Develop the Product (R & D and Market Research)
Develop the Production System (Purchasing Materials, Stocking, Quality Control, Facility Layout and Manufacturing Processes)
Developing the Distribution System (Packaging, Shipping and Receiving)