Small Business Success

Live your dream while working smart. By Sarah Polyakov.

Starting a small business does not have to be a daunting task or a dream that you feel you will never attain. It is very possible to start a small business and to find success. But, the easiest way to set yourself up for success is to do your homework and to devise ways to work smart. There are several things that are key to succeeding in a small business and will serve as the foundation from which you build your business.

Tom Nieman, owner of Fromm Family Foods, states that "you have to be passionate about your business because having your own business is not a job, it is a way of life.” In fact, the very first thing that you need to take into account is your motive for opening a business. If you are not passionate about the prospect, it might not be the right thing for you to pursue.

However, if you do have the passion, you need a plan. Nieman continues, “Create your vision for the business and then be relentless in executing your go-to-market strategies and tactics. A solid plan is important; hard work and execution are critical." The absolute foundational ingredients to small business success are passion, an excellent business plan, and smart marketing strategies.

The marketing aspect of your business is also crucial. One of your core strategies begins with publishing a professionally written and designed website that has been optimized for search engines by an SEO expert. Your website will literally be the face of your business on the internet, so it is crucial it is done well and ranks on the first page of all the search engines.

There are hundreds of other ways to market your business. Keep in mind that marketing does not have to be expensive. There are many free and inexpensive ways to market yourself and these include networking events, local magazines, sponsoring a charitable event, hosting free seminars, and writing an informative blog that adds value to the lives of your prospective customers. Identify and leverage free and inexpensive strategies that will work for you. Finally, memorize and utilize the four P’s of marketing, which are product, pricing, placement, and promotion.

Lastly, invest in relationships with others since you never know when you can be of service. Ellen Didier of Red Sage Communications notes, “be collaborative with your staff, your customers, and your vendors or suppliers.” It’s great to keep in mind that relationships are key and you are there to provide a product or service that enriches the lives of others. Basic human psychology demonstrates that people do not like to be ‘sold.’ Work from the motive that you are there to help others and to serve because when you do this, both you and your customer win.

The businessperson who often sells the most finds sincere ways to enrich the lives of others. This is not to say that one should discard all logic when it comes to potential customers. It’s more about identifying a target market that would benefit from your product or service and finding ways to educate customers, engage them, and add value to their lives. Owning a small business is all about working smart and laying a firm foundation that will prepare you for a successful future. A solid business plan, concrete marketing strategies, and a focus on relationships are the key foundational attributes that can help set you up for a successful future.

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