The Pocket Small Business Owner's Guide to Starting Your Business on a Shoestring

Carol Tice

• Publisher: Allworth
• Year: 2013
• Print ISBN: 9781621532392
• eBook ISBN: 9781621532903
• Topic: Business
• Subtopic: Small Business
• Index: Business

Most businesses that close their doors have one thing in common: They ran out of money. Don't let this happen to you. This indispensable book, part of Allworth's popular Pocket Small Business Owner's Guide series, will help you to save money on every aspect of your business, from advertising to overhead. With invaluable cost-cutting tips for all types of businesses, from e-commerce and home-based operations to services and retail, this guide will help you create a blueprint that will allow your business to survive and thrive. You'll save on:

• Advertising
• Marketing
• Purchasing
• Transportation and shipping
• Labor
• Financing
• Facilities
• Operations
• Taxes
• And more!

In today's economy, small business owners must seize every opportunity to keep costs down, and every penny saved goes to your bottom line. Follow this street-smart advice to lay the foundation for a business that will be profitable for years to come.

Chapter 1

MARKET RESEARCH

If you only read one chapter of this book, this one has the potential to save you the most money.

Why? If you start a business and it turns out that there is no market for what you want to sell, every dollar you spend on the business will be wasted.

It’s a common flaw of entrepreneurs that you never think this will happen to you. Your idea is inspired! It’s genius! Customers will be lining up around the block, for sure. Or so you think. That’s what one new Seattle entrepreneur thought, too, when he started his business in 2010.

The business began when a retired attorney saw a new electric car model that a small engine-maker was introducing to the market. Enchanted by the $11,000 vehicle, the man leased a large storefront on the main drag of his small Seattle town, rolled a couple of the electric cars into the showroom, and waited for the customers to flock. He got a write-up in the local paper. Locals definitely knew he was there.

Three months later, the business had sold exactly zero cars. There were some problems with the car, it turned out. Customers didn’t like it much—or not enough to shell out $11,000.

For starters, the car didn’t have doors.

It was open on the sides like a golf cart. In the rainy Northwest, no one was going to buy a car without doors. The owner began pressing the manufacturer to add doors to the cars, but the months dragged on, and no doors arrived.

There were other problems, too. The car had a top speed of twenty-five miles an hour, so it could never be driven on busier main streets, much less the freeway. The vehicle could only go twenty miles between charges, so it was only good for short errand runs. These two factors greatly limited the car’s appeal.

Finally, there was the price tag, which customers found a bit steep for what was essentially a glorified golf cart. At the same time, some deep-pocketed competition rolled into town—Nissan’s all-electric Leaf arrived just a couple of months after this entrepreneur’s business opened its doors.

Though the Leaf was more expensive, it had a top speed of ninety miles per hour and a range of one hundred miles between charges. In other words, it was a full-service car. Also, Nissan had gotten the car signed up for federal rebate programs that offered consumers a substantial tax credit for purchasing the vehicle.

It was no surprise when about a year after it opened, the startup electric-car business closed.

“I would have sold any number if I had doors,” he sadly told the local paper. But likely, he would have needed much more. This startup’s product simply didn’t have the features or pricing customers wanted in an electric car.

The competition had a more attractive offering. The company had failed to find out from prospective customers whether they would buy this type of electric car before plunging in to invest and launch the business.

Hopefully, this sad story has sold you on the importance of doing market research before you start your business. If you’ve started already, it’s never too late to adjust course by getting some customer feedback.

MARKET RESEARCH BASICS

The sad tale of the failed electric-car startup provides a cautionary lesson in what can happen when you don’t do any market research. To avoid disaster, you need information on four basic areas:

1. Market competition. Who already sells this type of product? Who are the market leaders? What market share does each of these competitors currently capture? What are their growth plans?

2. Customer demand. What is the overall size of the market for what you want to offer? Is demand projected to grow or shrink in the coming years, and if so by how much?

3. Needed features. What options, colors, or sizes do customers want most?

4. Pricing. What are customers currently paying for similar products? What would they be willing to pay for your particular item?

Many business owners avoid doing market research in part because of the cost—big research firms can charge thousands to create a custom research report. Fortunately, you can gather your own market research at little or no cost.

There are two basic ways to get market research: You can locate free or affordably priced existing research data, or you can do your own. The former can get you information on market size, industry trends, and competitors’ offerings and market share. To find out how customers respond to your particular product or service, you’ll need to do your own research.

PLACES TO FIND EXISTING MARKET RESEARCH

Unless your business idea is something radically new, chances are someone has conducted research on your sector before. You may not be able to get all the details without paying, but you can often get at least some key metrics on the size and forecasted growth of your sector for free.

Resources for finding free or cheap existing research include:

• Press releases. Visit sites such as PR Newswire or PRWeb—or simply use Google’s News search tab—to search for key terms for your industry, e.g., “statistics widget industry [current year].” When research firms publish new reports, they often send out a press release that includes some of the key findings. Also watch for free, short, “executive summary” reports that reveal a survey’s highlights. Try to discover if there are research firms that focus on your industry, such as Technomic in food service.

• Competitors. If your industry has market leaders that dominate the sector, you can bet they are doing market research. Often, you can let the big guys spend the big bucks on research, and simply ride their coattails by borrowing their stats. Watch for new product introduction releases—they may include company research revealing market size, the company’s market share in a particular product niche, or customer polls that show demand for particular new models or features. If competitors are publicly traded, watch for call recordings, call transcripts, or slideshow presentations to investors. These will sometimes reveal research on market size and projected growth. Online presentation platforms such as Slideshare may also yield PowerPoint slides loaded with research stats—company executives often forget to take these down after an event.

• Stock analysts. If market leaders are publicly traded, check their investor web page for a list of the investment banks and other stockanalysis firms that provide coverage. Then, check these analysts’ sites for research reports they have issued, either on the big players or on the sector overall. Analysts with deep experience in their sectors may well have their eyes on privately held players and upand-comers, too; if so, you can get a lot of hard-to-find intelligence here.

• Research firms and think tanks. Independent research firms can be a gold mine of existing research. Increasingly, more of these firms are making some or all of their research available free online rather than distributing it free to clients and charging everyone else a large fee. You may find research houses that look at your industry or even one big competitor in great depth—an example is Directions on Microsoft, which does nothing but analyze the software giant’s moves. As with stock analysts, watch for press releases, executive summaries, and presentation slides that reveal research highlights.

• Trade publications. Nearly every industry has at least one trade publication that focuses exclusively on the business of that single sector. Examples include Ad Age for marketing firms and Daily Variety for entertainmentindustry executives. (The site TradePub.com lists many trade pubs.) Often, these publications will put out an annual report ranking the top players, which may include figures on industry size, individual companies’ annual revenue, or whether competition is growing or shrinking.

• Industry guides. In some industries, an organization compiles revenue figures on hundreds of competitors, which often provide their data in exchange for a trade-magazine subscription. Then, these organizations publish all the information supplied by the companies in an annual guidebook. An example is the Chain Store Guides, which cover many sectors of retailing.

• Trade associations. Many industry organizations, such as the National Restaurant Association, do regular surveys of their membership and publicly release their findings. These can include top industry trends and forecasts of sector-wide annual sales growth.

• Industry conventions. Scan convention schedules from past events to see if survey data was announced in a presentation or keynote session. If so, you may be able to buy a recording of the presentation at little cost, or contact the firm that performed the research work to obtain a copy.

• Amazon.com. If you want to know how consumers feel about competing products, read the reviews on Amazon.com or other large e-commerce websites. If consumers feel a product is, for instance, overpriced or of poor quality, they’re not shy about sharing. If customer feedback is negative, you may spot problems that suggest a better product you could introduce.

• Social media. Another wide-open, free source of customer sentiment is social-media platforms, such as Yelp for restaurants and, especially, Twitter. Many big companies are doing social-media customer care, as cable giant Comcast does with its Twitter account @ComcastCares. Reading big players’ customer-service conversations can help you learn about customer frustrations and spot possible opportunities.

• Your local library. Most libraries pay for subscriptions to many databases. Your local branch might have a subscription to Hoover’s, for instance, which contains sales figures (or estimates) for many private companies.

HOW TO DO YOUR OWN MARKET RESEARCH—THE RIGHT WAY

Once you’ve gathered all the information you can from available resources, it’s time to conduct some market research of your own. Here’s how to do your research so that you gain truly valuable customer feedback:

• Ditch the focus groups. The problem with focus groups lies in the dynamic of groupthink. Often, one or two extroverts quickly dominate the group, squelching opposing opinions and getting everyone to agree with them. You’ve gathered twelve people together, but you don’t end up with twelve opinions. To get good customer feedback, you’ll need to talk to people one at a time.

• Avoid multiple choice. A common method of market research is to create a survey with multiple-choice answers—with free online tools, such as SurveyMonkey, it’s never been easier. The problem is your questions frame the issues and define the possible answers, too. You may not even be asking the right questions, and you’ll never know it. If possible, avoid using multiple-choice questionnaires. If you need to use them, make sure to include an “Other” response for each question, with room for a write-in answer. Close with at least one open question such as “What else would you like to tell us about this product?”

• Don’t cheat. Make sure that your questions don’t signal to customers which answer you’re hoping they’ll give.

Bad: “Would you pay $9.99 for this?”

Good: “What would you pay for this?”

•Encourage dialogue. Rather than asking questions that can be answered with a simple “yes” or “no,” ask open-ended questions that require a more detailed reply. For instance, when Zipcar cofounder Robin Chase was researching names for the carsharing company in 1999, she carried around index cards with several different names written on them. After briefly explaining that she was starting a company, she’d present her cards and simply say, “What does this suggest to you?” She quickly learned that names with the word “share” in them tested poorly, even though the business idea was a car-sharing company. This led the business to go with the Zipcar name.

Finding Cheap Market Research Help

If you want to gather a lot of customer feedback, it may take too long to do it all yourself. But you don’t have to hire a big marketing firm for big money, either. Here are a few ways to get market research assistance at little or no cost:

•Family and friends. If you have an extensive network of personal contacts, you might be able to persuade them each to devote an hour or two to surveying prospective customers. Throw them all a pizza party at the end of the day, and you’re good.

•Barter and time b...

Table of contents

• Cover Page
• Title Page
• Copyright
• Contents
• Introduction
• Chapter 1 – Market Research
• Chapter 2 – Business Plan
• Chapter 3 – Training
• Chapter 4 – E-Commerce
• Chapter 5 – Sales
• Chapter 6 – Marketing
• Chapter 7 – Collaboration and Partnerships
• Chapter 8 – Advertising
• Chapter 9 – Facilities
• Chapter 10 – Operations
• Chapter 11 – Purchasing
• Chapter 12 – Transportation and Shipping
• Chapter 13 – Labor
• Chapter 14 – Financing
• Chapter 15 – Cash Flow
• Chapter 16 – Taxes
• Chapter 17 – Getting Help
• Chapter 18 – Resources
• Conclusion
• Index