Category Archives: Starting Out

Ideas Needed For a Surf Store Launch

Publicity, Starting Out

I’m opening a surf store in April, selling clothing to a target market of approx 25-35. I do have some money set aside for launching the store but it’s pretty tight so any ideas for creating a buzz around the store without spending very much money would be greatly appreciated! Especially any slightly ‘off the wall’ ideas.

Secondly, bit of a space problem.. I’ll be holding a launch party which we are looking at having over one hundred people turning up to. The problem is, the store will only hold fifty.. I thought about having a lunch in a bar instead, but then that seems slightly pointless.. Any ideas?

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Jay’s Answer: Hold the launch party in the parking lot and continue it into the store. Setup the parking lot as an ocean. Ideas include: get a big “jumpy” structure (that’s a blow-up wave), inflatable aquatic animals, jellyfish helium balloons, park boats in the lot, etc. That will set the “scene”, and that’s where the food, music (surf, naturally) will be. Allow people into the store in groups at “high surf” only (every 20 minutes), and have the undertow pull people out every 20 minutes, to create movement. Consider having fashion shows and/or a costume contest.

As for buzz – I don’t know your location, competition, or what will make your store unique. But consider creating a series of very short videos about surfing and posting on your website, etc. Show surf movies 24/7 projected on a wall the public can see when driving by. Offer local surfers a discount on your store if they bring in their surfboard that has your advertisement on it (so when they are surfing, people see the ad).

Need Help With Your 15-Second Pitch?

Creative Business Ideas, Starting Out

When you meet someone professionally and they ask “What Do You Do?”, how do you respond? Do you have your pitch ready?

15SecondPitch offers a free service (“PitchWizard“) that asks you a series of questions and within 5 minutes, you have created a first stab at a pitch:

  • Your contact information
  • I am a(n)..
  • Specializing in..
  • What you do (specifically)
  • Why you’re the best at what you do (uniqueness)
  • Your call to action (why do I need to contact you today)

Notice that these questions are basic marketing strategy: who are you targeting, what problem do they have, how you solve it, what makes your offering unique, and why should you be trusted.

My Young Looks Are Hampering My Expertise!

Starting Out

I am a risk management extraordinaire…in other words, I’m in the insurance industry. I work mostly with the more complex insurance planning cases with business owners and professionals (doctors, attorneys, etc). I am 25 years old, but look like I am still in high school. I am very good at what I do, but this is a constant obstacle. My question is…how do I get around this obstacle?

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Jay’s Answer: I’m assuming the problem is one of first impressions, since once you open your mouth people stop looking at you and starting listening to you. I’m also assuming that you dress and groom yourself professionally, and it simply looks like you’re dressing in your dad’s suit.

You have a number of ways to work with your appearance:

Use a professional stylist. They would help to create an appearance that “fits” your needs.

Play with it. Self-deprecate the situation – “My dad was busy, so he sent me” or “I just sipped from the Fountain of Youth…does it show?” or “I’ve been doing Insurance work half my life”.

Refocus it. People will judge you based on your appearance, so immediately focus on them. For example, “I’m a risk management whiz kid. What’s the best way I can help you?”

Clean up your image. People will search you out online. Make sure that your online photos reflect your professional appearance and aren’t “vacation” or “party” photos.

Relax. At 25 years old you may be much younger than your prospective clients (maybe closer to their childrens’ age) and that looking 25 won’t be much of a help. Simply identify yourself as your company’s specialist, and let that certification/confidence speak for you.

Need Good Tag Line For Financial Services Business

Names + Taglines, Starting Out

Need suggestions on tagline and suitable logo for a new financial services business I am starting. The name of the business is Goal Financial Services and it will be a boutique business providing mortgage brokering, financial planning and budgeting services to low to mid income earners.

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Jay’s Answer:

For a logo, try: eLogoContest

Taglines:

  • Grow Your Nest Egg Safely
  • Protecting All Your Dollars Since XXXX
  • Achieve Your Savings Dreams
  • Growing Pennies Into Nest Eggs

I Want A Flashy, Feminine, Upbeat Website

eMarketing, Starting Out

I am working on a web site for my Positive Motivation speaking… Positively Female. I have found a couple sites I like but want something very flashy, feminine, upbeat, colorful, and of course motivational. I am looking for something personal without a corporate feel.

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Jay’s Answer: The best websites are the ones that both reflect your values and successfully attract traffic (and ideally sales/conversions).

Top traffic doesn’t arrive because of the look of the site, it comes because of the content of the site. Therefore, first focus on the value of the browsing experience. Who should find your site? Why would they want to hire you? What problems would they have? What would they need to feel comfortable hiring you? How can you show them what you can do for them without them contacting you?

Once you get your copy, then focus on your image. The images/colors/layout should reflect your target market. Corporate sites tend to look very different from micro-business’. I wouldn’t go with “flashy” or “over the top” unless your target market responds well to it.

Given you’re starting up, don’t spend a lot of $ on a flashy website until you’ve clearly done your marketing strategy homework.

What Is A Good Name For A 24/7 Childcare Center?

Names + Taglines, Starting Out

We are planning to have a educational but fun childcare center.The ages of the children will be from infants to 5 years old. We are planning to open 24 hours a day,seven days a week.We are planning to have an area where the mothers that are still breast feeding can go and have privacy,There will be a nurse on call for the children/staff in case of an emergency or sickness. We will have the best trained employees on site with educational and professional skills, but most of all love for children and their needs and learning abilities.

I need a name that would draw attention to the parents and the child wants to come inside and stay.I need the name to reflect my business on the inside as well as the outside.I also need a tagline. I need a name that would stand out in their heads. Thanks.

Here are some names I came up with:

  • Kids Cove
  • Kids Paradise
  • Sugar & Spice

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Jay’s Answer: Here are some ideas for you to consider:

  • 24/7 Childcare Center
  • Childcare Around The Clock
  • Childcare When You Need It
  • Grandma Thelma’s Childcare Center
  • Childcare Away From Home
  • Child Day And Night Care
  • The Child Hotel
  • Child Cloud (a soft place to care for children)
  • Kids Kare
  • Care 4 Kids
  • Open Arms Childcare

Each of these names focus on different benefits. Unless you have a large budget for marketing, it’s generally best to keep the name “obvious” rather than obscure. Also, some of these names can be used as taglines. For example:

  • The Child Hotel: Childcare Around The Clock

As for your names:

  • Kids Paradise and Cove connote an older kids group.
  • Sugar & Spice sounds little like a bakery’s name, and might be confusing.

Pick a name you like, but more importantly, pick a name that your prospective clients’ like. Find people you know (and don’t) and ask them for what resonates (and why). Your name needs to “work” for your area.

How Should I Launch My Printing Business?

Starting Out

We are opening a new shop in a retail unit close to one of the busiest shopping centres in the city. Our services includes: Printing, Design and Copy.

In that same area we have a very successful well known printing company, already offering the same service that we intend offering. We can match the quality of their service in design plus printing even at a lower price but we do not want a price war. We can also give a quick and professional service to those who are likely to walk in for a quick design of logo business card, letterheads while they wait which the other company no longer offer because they claim they are too busy.

1. What will be the best way to introduce ourselves to the local businesses that might already be using their services with a view of them giving us the chance for a quote and their business?

2. What marketing campaign should we put in place that will help us attract a good percentage of the local business both the walk in and B2B?

3. What should we do on the day of our opening that will attract shoppers and create awareness?

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Jay’s Answer: Distinguish yourself on service. Offer to pickup and deliver (within a small range) all their printing. Offer a web-based system to deliver and proof your jobs. Make your menu of services easily understood.

To attract business on day 1, you could: offer free copies (or the first N copies for free), spin a wheel for people that are about to checkout giving them a discount of up to 100% off, free business card critiques, etc.

How Can I Get My Company To Listen To My Marketing Ideas?

Clubs + Associations, Starting Out

I am working in the soft drink business. I am always coming up with marketing ideas. My company has used some but most they feel are more for the national level. when contacting are parent company they say they have a inside marketing department and that’s the end. How can I move these ideas forward and be paid for them if they have merit. I do not have a degree in marketing but I am very creative in product promotion development and many other areas. Would like a chance to do some good with what I have.

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Jay’s Answer: I’d suggest first getting known by your parent company’s marketing department, and offering your ideas to them. Instead of simply emailing an idea every so often, you need to build a relationship with them. Ideally, you find a mentor/champion in your company that could help you connect to the department. If not, then you need to talk with the head of the internal marketing department for an informational interview. You’re looking to learn more about what they do, how they do it, and the problems they’re facing. Your ideas would need to fit into their way of working so you can be seen as an asset.

If your ideas get received well, implemented, and results clearly demonstrated, then you have an opportunity to claim a better salary.

If you hit a dead end, then consider other avenues: becoming an (unpaid) intern for the marketing group, looking for another job (where your skills could be better used), or start a marketing promotions consultancy on-the-side.

What Is A Good Name For A Bakery-Style Bath And Body Business?

eMarketing, Names + Taglines, Starting Out

It will be an online bath and body (hope to open a store later). Handmade, natural soap, scrubs, creams, bath bombs, etc. High end. Theme is bakery style healthy confections for the body. Any ideas?

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Jay’s Answer: Since you’re looking for an online business, I scoped out some available domain names for you. Hopefully something will inspire:

  • CookiesNCremes.com
  • AhABath.com
  • TimeForMyself.com
  • BatheWithLove.com
  • 1LovingHand.com
  • ALovingHandful.com
  • ScrubARub.com
  • BeautyPatisserie.com
  • BeautePatisserie.com (Beaut?© is French for beauty)

How Should We Name Our Health Insurance Business?

Names + Taglines, Starting Out

My fiance and I are both self employed HEALTH insurance agents. We are in the process of really venturing out and I am trying to come up with a great name for our business.

So many insurance companies around here are just the agents name, BORING and I am having a hard time finding different examples.

Our background: Currently most experienced with Medicare Advantage and Medicare Supplement, but now we are embarking into the individual health insurance side. We will be dealing with individuals, seniors, dental, indemnity, accident, etc, basically all health insurance besides life since we do not have our life license (but will shortly). We are licensed in Alabama, Mississippi and Florida so can service those states. The last name will be Jadick once we are married.

Any suggestions of something creative would be WONDERFUL!!

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Jay’s Answer: You have 2 basic choices: something that mentions insurance in the name or doesn’t.

Names that mention insurance make it more obvious what you do, and don’t require much extra wording to clarify:

  • So’East Insurance
  • InsurAbility
  • A Policy For Everyone
  • Jadick Insurance Co.

Names that are a bit obscure, require more description to clarify what you do:

  • Policize
  • Nest Egg Protectors
  • Safety Netters

If you’re planning on advertising in the Yellow Pages, you might consider having a name that’s earlier alphabetically, such as:

  • 123 Insurance Made Easy
  • 1 Policy Protection