Not the Time to Ease Up On Marketing

From my column this week in the Tennessean:

One of the expenses that entrepreneurs are tempted to cut back on is marketing. However, a weak economy is not the time to cut back on communicating with your existing and potential customers.

Now that the economy has slowed, consumers are thinking twice about spending money. Employment is less secure and inflation is eating up more of the family budget on necessities such as food and gasoline. This creates a much more competitive environment as consumers are more careful about spending and much less willing to take on additional debt.

 

Develop an Effective Pitch

We teach our students about the art of the pitch.  Most entrepreneurs will have only moments to grab the attention of an investor or a customer, so they need to learn how to explain what they do and how it creates value in a very short few moments.

TechCrunch has an on-line site for elevator pitches.  Visitors can vote “up” or “down” on the product ideas and offer their comments. 

If a pitch is in your future go to this site and watch some of the pitches.  It helps to see which pitches work and why.  It really helps you to see what makes a pitch effective.  I found my mind wandering during several of the pitches at the site within the first thirty seconds.  Others grabbed my attention and explained the concept and the revenue model in a clear and engaging way.

Develop a clear and concise pitch.  Then practice it over and over.  Video your pitch to see how well you actually come across.  Pitch to your friends.  Pitch to strangers.  Pitch to anyone who will listen.  Watch their reactions. Listen to their concerns.  Pay attention to subtle clues they offer into what is working in your pitch through their expressions and body language.

You need to develop a thick skin as an entrepreneur.  You will face a lot of rejection.  Get used to it.  Rejection and criticism are powerful teachers if we pay attention to their lessons.

Even if you don’t pitch for money, you will pitch to gain customers, attract employees, talk your spouse into your crazy idea, etc., etc.  Learn how to pitch!

(Thanks to Andy Tabar for passing this along).

Business Turns Profits into Charity

MyBusiness magazine (from NFIB) has a feature written by Emily McMackin on a for profit social venture called Giving Tree.

Clayton “Nick” Nicholas knows what it’s like to worry about profit margins, but in his business, Nashville, Tenn.-based Giving Tree, money isn’t the only bottom line and his stakeholders extend beyond his board of investors….Shortly after launching the online business, which sells the GiveCard—a prepaid Visa or MasterCard that allows recipients to donate 10 percent of their gift to the charity of their choice—Nicholas and cofounder Jeff Jacobs discovered that consumers were eager to give back.

McMackin interview me for the story and was curious about the growing trend of more for profit social ventures.

Young entrepreneurs today are taking this tradition a step further by forming businesses to tackle specific problems in society, says Jeff Cornwall, director of the Belmont University Center for Entrepreneurship in Nashville, Tenn.

Without the IRS constraints that nonprofits have or the need to beg donors for money, these social entrepreneurs are finding more freedom to bring about change.

Rather than trusting in these large institutions they don’t think are effective, they’re going out and solving problems at a grassroots level, Cornwall says.

Given the interest we are seeing in students wanting to learn about social entrepreneurship, this is a trend that is likely to continue.

New Partnership

I am pleased to announce that this blog now has a relationship with the International Council of Small Business (ICSB) as part of their new website (you can find the direct link here).  Founded in 1955, ICSB was the first international membership organization to promote the growth and development of small businesses worldwide. The organization brings together educators, researchers, policy makers and practitioners from around the world to share knowledge and expertise in their respective fields.

I am honored to be the first featured blog at the new ICSB website.  I have been a member of ICSB since the 1980s, including the time I left academics to pursue entrepreneurial endeavors.  I was Program Chair of the 2005 ICSB World Conference held in Washington, DC.

Small Business Facts

Benchmarking is something that is a challenge for many small business owners.  It is hard to get general information about specific issues faced by entrepreneurs as their businesses grow.

Denny Dennis with the NFIB Research Foundation has introduced a great tool called 411 Small Business Facts to allow for specific searches of all of the small business polls that they have conducted over the years.  It is a great tool that allows us to tap into a wealth of information.  I have been using this tool as I do research for my new textbook on Bootstrapping.

Next time you have a question about what other entrepreneurs are doing about health insurance, marketing, banking, etc., etc., you now have a tool to make finding out much easier.

Storm Preparedness

Having endured more than my share of hurricanes and ice storms when I was in business in North Carolina, I like to pass along advice on how to protect your business against such events.  The SBA issued this press release today:

As several states recover from the destruction and loss of life caused by recent tornadoes, floods and wildfires, and other areas prepare for the beginning of the 2008 Atlantic Hurricane Season on June 1, the U.S. Small Business Administration is urging the public to develop an emergency plan before the disaster hits.

“Every threat, from wind storms, floods and wildfires, to power outages and computer system failures, reminds us to be proactive when it comes to planning strategies to survive a disaster and recover quickly,” said SBA Deputy Administrator Jovita Carranza. “The catastrophic events of the last few years demonstrate the need for preparedness at the individual level, to diminish the risk to life and property.”

The SBA stands ready to help communities recover in the aftermath of a disaster.  Following the Gulf Coast Hurricanes of 2005, the SBA approved more than $5 billion in disaster loans to 102,700 homeowners and renters in the region.  Businesses in the area were approved for 16,780 business disaster loans worth $1.6 billion.   

During the past two years the SBA has been preparing to respond to major disasters by reengineering the Disaster Assistance program with a significant focus on customer service, direct accountability, and new technologies that have quadrupled processing capacity.   In June 2007 the agency completed its Disaster Recovery Plan, which includes procedures to better handle future catastrophic disasters, and has begun testing this plan through simulations conducted with outside experts.

Disasters strike in all seasons.  Since Oct. 1, the SBA has responded to 137 declared disasters, including those for drought.  Of those, 118 are open at present.

Disaster preparedness for homes and businesses should include:

–  A solid emergency response plan.  Find evacuation routes from the home or business and establish meeting places.  Make sure everyone understands the plan beforehand.  Keep emergency phone numbers handy.  Business owners should designate a contact person to communicate with other employees, customers and vendors. Ask an out-of-state friend or family member to be your “post-disaster” point of contact – a person to call to provide information on your safety and whereabouts.

–  Adequate insurance.    Disaster preparedness begins with having adequate insurance coverage–at least enough to rebuild your home or business.  Homeowners and business owners should review their policies to see what is or isn’t covered.    Businesses should consider “business interruption insurance,” which helps cover operating costs during the post-disaster shutdown period.   Flood insurance is essential. To find out more about the National Flood Insurance Program, visit the Web site at www.floodsmart.gov.

–  Making copies of important records.  It’s a good idea to back up vital records and information saved on computer hard drives, and store that information at a distant offsite location.  Computer data should be backed up routinely.  Copies of important documents and CDs should be stored in fire-proof safe deposit boxes offsite.

–  Protection of windows, doors and roofing.  Installing impact-resistant window and door systems, or simple plywood shutters installed before the storm hits can enhance their ability to resist impacts from wind-borne debris.  Hire a professional to evaluate your roof to make sure it can weather a major storm.

–  A “Disaster Survival Kit.”  The kit should include a flashlight, a portable radio, extra batteries, a first-aid kit, non-perishable packaged and canned food, bottled water, a basic tool kit, plastic bags, cash, and a disposable camera to take pictures of the property damage after the storm.

More information from the SBA can be found at their website

With Age Comes Perspective

In cleaning out the hundreds of e-mails that amassed during my recent vacation that took me off the grid I came across an interesting study.  (By the way, I highly recommend a complete break from email, voice mail, etc. at least once a year — you will be amazed at how calming it can be).

In the 2008 American Express OPEN Spring Monitor, they found a sharp contrast between business owners over sixty and the small business population at large as they manage their way through the current economic uncertainty.

The over sixty age group holds the most optimistic outlook among entrepreneurs surveyed, perhaps due to having endured downturns in the past.  For these business owners the biggest challenge to growth is not an uncertain economy, cited by nearly one third of small business owners overall (30%), but the rising costs of doing business cited by 27% of over sixty year olds.  Those of us over 50 (Let’s be clear — I am not yet in the over 60 crowd) have been through many economic ups and downs.  We also remember the frustration and challenges that come with prolonged inflation.  Younger entrepreneurs have no frame of reference for what inflation can do to small businesses.

Entrepreneurs over sixty are taking actions that show they learned from their past experiences with inflation.  Although they are generally more optimistic, they are nonetheless being more cautious in their business decisions:

–  27% of business owners over sixty report plans to hire over the next six
months vs. 38% of small business owners overall; 58% of business owners aged 18-34 report plans to hire

–  42% of business owners over sixty report plans to make capital investments over the next six months vs. 53% of entrepreneurs overall

–  43% of entrepreneurs over sixty are willing to take on a financial risk to grow their business vs. 51% of small business owners overall

Jeffry A. Timmons Memorial Service – June 20th, 2008

Babson College will host a memorial service celebrating the life of our dear friend, colleague, teacher, and mentor Professor Jeffry Timmons, who passed away on April 8th at the age of 66.
 
The service, which will take place at Babson on Friday, June 20 at 10:30 a.m., is intended to honor Prof. Timmons and commemorate his great impact and influence on Babson and the global entrepreneurial community as well as his legacy as a beloved husband, father and grandfather.

On Thursday, June 19th, the afternoon/evening before the services, Babson Collete will be holding a discussion devoted to “Envisioning Entrepreneurship in 2020”, a topic dear to Prof. Timmons.  
 
If you plan to attend either or both, please email timmonsmemorial@babson.edu for additional details.