Category Archives: Starting Out

How Should I Advertise My New Pet-Setting Business?

Publicity, Services, Starting Out

I’m starting my pet sitting business next month. I have a couple of fliers already printed and ready to go but I was trying to come up with one that is a little more eye catching to people that may not automatically look at bulletin boards. I came up with the idea to have a little dog yelling through a megaphone the word “Attention!” in big red letters across the top of the page. I want to have something to the affect of “vacation season is quickly approaching- line up your pet sitter now” but i’m having trouble wording it. Any ideas?

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Jay’s Answer: Instead of (or in addition to) putting another flyer on the bulletin boards, contact your local travel agents, AAA, etc. When people are planning to go away, make your offer stand out.

How Should I Start A Home-Based Business?

Starting Out

My husband is about to lose his job. We have been living in the Napa Wine Country for four years and are very well connected with many people (potential marketers and/or buyers/clients). We are interested in starting a home-based biz. Can you give us some resources and perhaps the most important points to consider while we are still in the “planning and development” stages?

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Jay’s Answer: If you’re planning on starting a new business:

The what: While you’re thinking of what new business to start (and especially if you haven’t started a business before), start with what you know well. No doubt, you and your husband have a lot of interests and skills. You may have a crafty touch. An artistic eye. An programming wizardry. A way with people. Confidence in public speaking. A love of pets. It doesn’t matter what your “gift” is – the key is to first identify the things you love (and ideally, what people have told you that you’re a “natural” at).

The who: Once you know what your general area is, now focus on who specifically would be interested. Local retirees? College-aged women? Veterans? People online who have poor vision? The more specifically you identify your target market, the (ironically) easier it is to find them and have them find you.

The how: What problem does your target market have? Parents too busy to cook healthy food? Adults worried about their older parents? Losing weight? Make sure that the people in your target market would be willing to pay for the solution to their problem.

The why: Unless you’re extremely lucky, there is already companies solving the problem you identified. No doubt you’d do things differently. Buy why is your solution better than anything else out there? Why should they trust you? What special skills do you have?

Alternatively, you might consider buying a business and/or franchise. In this case, the issues of the target market, the message, etc. are already thought out (and presumably tested). The upside is that it’s a quicker ramp-up, with lots of support (either previous owners or franchisee). The downside is that you’ll need a bit of cash to purchase the business.

No matter what route you take, you’ll need patience, which means you’ll need a source of revenue until your company is in full-gear. Consider taking a part-time job to relieve any financial concerns. You don’t want to start your new business in full-stress mode.

Don’t forget to talk to your local SCORE and/or SBA counselors. They both provide lots of great support for new businesses for free.

How Can I Target Seniors For My Health Club?

Services, Starting Out

I work at a health club and have been tasked with putting together a launch plan for the opening of an area within our gym that targets seniors.

I seem to be stuck on a few matters
– name for this (sub) club
– how to gain awareness/effectively promote our seniors club

Any ideas on the above as well as on marketing to baby boomers in general would be greatly appreciated.

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Jay’s Answer: It depends on what you intend to do internally with the club and your demographic (besides the age). For example, are you targeting people with poor mobility, senior athletes, new retirees, people living in assisted living, rehab patients (from a stroke, etc.), etc. Also, are you targeting men and women, upper-income bracket, middle-income, etc.? Once they come in, what’s special about their program? Do you have senior trainers who understand older bodies? Do you have large print on your machine and other instructions for older eyes? What about the music that’s playing? Extra seating?

Finding the seniors depends on your specific target. It may be connecting with your local senior living center, service clubs (Rotary, Lions, etc that may have a more senior membership), or a local mobility-assistance store (that sells canes, walkers, wheelchairs, etc.), etc. If there’s a senior fair in your area (where a number of vendors get together to show options for local seniors), that might be another great option.

Names: Body Masters, Senior Strength, Live Longer & Stronger.

Unpeeling Your Marketing Onion

Creative Business Ideas, Names + Taglines, Starting Out

Onion
Photo by Darwin Bell

One metaphor I use to describe what a marketing strategy is (and how I work) is a small business onion.

Strategy is focused on the very core of your business: “What makes your offering of interest to your prospective customers?”

The core of your business is the answer to the question: WHO are your prospects and WHY they should care about you. Simply saying, “I want everyone who wants to buy my product/services to know about me” isn’t good enough. You have to be very specific to create the core of your marketing effort.

You build your marketing onion through words (copy) and images (graphics) that both appeal to your targeted market and reinforce your core marketing message. You highlight what makes your business unique, and how you compare with your competition. At all layers in the onion your contact information is prominently featured, to make it easy for people to stop peeling and starting dialoging with you.

The outermost layer of your marketing onion is your business name and tagline. That’s the first thing that people see about your business. If you craft it well, then they want to find out more, peeling away layers of your marketing onion until either they realize they need your offering or deciding that it’s not for them.

A great marketing onion looks great, is juicy, and is easily understood. Extraneous information isn’t added (but is available when people want more details).

If you need to develop your marketing onion (or evaluate what you have), contact me. I’d love to help you develop a strong business model for long-term success.

How Can I Get Sponsors For My Documentary Film?

Starting Out

Just finished a documentary film (1 hr.) on breast cancer from survivor ship point of view. CBCF LOVES it but no money to offer us. We want to get this out to the world, and lots of interest so far with people who have seen it, in the world of breast cancer. But so far no one with money. We are looking for $100,000 to buy us out, or smaller investment from a number of companies to support screenings and distribution of film. Looking at every event going on in this city, there are dozens of companies who contribute to such worthy causes. Where do I find these companies and get them a copy? I think they would be thrilled to be involved in this inspiring and educational film, and have their name on a film that will be distributed around the world – SOON.

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Jay’s Answer: I’m unclear what your strategy is (who is the film’s audience, etc.), and why a sponsor should care about your film.

For example, why not skip the who sponsorship issue, and release the movie online?

Or, release some snippets of your movie online to build viral traffic to your website, where you ask for sponsorships to support distribution (and/or online advertising) of the movie.

An easy way to find sponsors is to look for organizations that have sponsored similar-themed organizations in the past, such as: Shanti or Think Before You Pink

What Is a Good Event For a Video-Game Distributor?

Publicity, Starting Out

I am doing a pitch to a company who distributes computer and console games. The company is purely a distributor but in a recent press release stated that they would like to be transparent to gamers even though they do not sell directly to gamers, they have started a gamers-club but I feel that there is more they can do. The gamers-club invites members to take part in competitions etc. I need to show them the benefits of hosting an event at various game shops – since they sell directly to these shops they would obviously not lose anything as it will promote the stores which sales rising. The biggest problem I’m facing is how to prove to a distributor that getting their name associated with games will increase their sales. Shops do promotions regularly because they sell directly to people but will this work with a distributor who sells to stores and not consumers? Also, what would a event entail? This is also my first pitch that I will be doing so any pointers on what I need to present them with would also be a great help.

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Jay’s Answer: If the distributor’s games target a similar demographic or category, then you have an opportunity for presenting “…if you like that, then you might also like this game…” (or “…people who bought this, often buy this game…”).

However, if the distributor simply has a wide inventory, then their name won’t mean much, and probably isn’t worth building on.

Holding events at game shops may bring awareness to a single title of theirs, but given the effort it’ll take to promote each of these one-shot events, it’s unlikely to result in the ROI they’re looking for.

Instead, have the distributor have a contest for best new game idea (in different categories). The winner would get a gift certificate for a selection of games and perhaps a meeting with a game company or two’s principals (to pitch the game itself). Something like this could easily go viral and result in the name of the distributor being mentioned frequently.

What’s A Good Name For A Massage Business?

Names + Taglines, Starting Out

I want to start doing massage in my spare time, after work and on the weekends, i want to work from home, or go to clients houses. I wouldnt mind if i could get in, is to work in a day spa, or a salon or something like that.

I have these plans but i need to come up with a business name and a slogan, i would like it to be based on vitality, mind body soul, something along those lines. I also want it to be modern and something that is catchy. Please help answer my question as i have a passion for Massage.

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Jay’s Answer: You’re asking about a name/slogan, but you first need a marketing strategy. Without one, you’ll wind up with generic name/slogan and not get any results.

In our culture, most people’s goal for a massage is either a relief from pain or stress. That’s your key benefit.

Who are you targeting? Men and Women? Ages? For pain relief? Stress-relief? Demographic?
Next, how are you different from the rest of the massage practitioners out there? Do you have special training? Do you love working on children with MS? Geriatric Men?

These are just some of the key marketing strategy questions you need to answer before you launch your business. Otherwise, you’ll be wasting time trying to find customers, instead of creating an effective message that has your ideal clients finding you.

Note: if you’re selling your services in a day spa or salon, you don’t need a business name/slogan, you simply need to find one in your area that fits your skills and “approach” (so your services are complementary to theirs’). The advantage to spa/salon (or even chiropractor’s office) work is that you don’t have to do any marketing, but you likewise get paid less (which might be acceptable).

Not knowing the answers to my strategy questions, here are a selection of name/slogan options:

  • Massage Alive: Make Your Body Stronger and Healthier
  • Pain Management Massage: Relieve Your Aches Naturally
  • Integrative Massage: Relax Your Mind. Heal Your Body.

How Can I Start My Own Hair Salon?

Services, Starting Out

I am finally pursuing my passion as a natural hair stylist. I am very good at what I do (braiding, extensions, locs, etc) so why am I scared to step out and do this full time?
Well, I am hoping to open a beauty salon with booth rentals. I hope to rent to a cosmetologist, esthetician, and a manicurist. Renting to this professionals will make my salon a full salon because people can come and not only get their hair done but also get a facials, manicure and a pedicure.
The rent will range from $120 to $250 per week, the professionals buy their own products and bring their own clients. They only pay me for the space they are occupying.

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Jay’s Answer: Don’t simply create “another” full-service salon. Yes, you want great, friendly, mature professionals renting from you. Yes, you want a great vibe when people come in. But more than that – target your audience better than your competition. For example, for busy female execs – guarantee that they’ll be in/out at a certain time, or their service is free. Or, have young girl days, where the music and vibe is better suited for them. Or, a man’s makeover day. The full-service part of your business is more than the sum of the services you provide – it’s the feeling they get when they’re with you, and how they feel when they leave.

How Can I Launch My First Patented Product?

Products, Starting Out

After Eight years of production, I am finally ready to launch my first new patented product.

It aids the consumer, to creatively custom design their own hangers in a different manner, also instantly. Tools are not really necessary. It is design to help economize clutter closets space furthermore to travel light, to avoid air lines extra charges.

I am looking for: Launchers, TV network, Reps, Launch mentoring, Access to Distribution, etc.

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Jay’s Answer: Before you create a website, get distributors, etc. first figure out WHO your target market is. I’m sure you’d want everyone that has a closet, but create a niche otherwise you’ll be doing mass market advertising that costs a lot and might not produce the return you’re looking for.

For example, maybe you want to focus on first year college students, who are bringing their stuff to a dorm and want to have enough room for everything. Then, you can focus your marketing message to campus newsletters and magazines for the demographic.

Once you’ve narrowly defined it, then you can find the best people to help you with that niche. Of course, you can then move to other niches, growing your business as you find success with each niche.

How Can I Market To Renters?

Starting Out

I’m looking for an economical way to get a leads list of Renters or Resident/Occupants in a certain area. I know you can purchase lists from vendors. Just wondering if anyone has found a way to get this type of lead without spending a lot of money.

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Jay’s Answer: A few guerrilla ideas:

If you’ve targeted the buildings, then you can send/post a generic message ask the renters to opt-in to your list for the sake of a big upside (a free year of groceries, for example).

You could bribe/make friends with/co-market with the building manager/owner.

You could go door-to-door and ask for their names.

You could visit the mailboxes and record the names on each unit.

You could visit the parking lots of the buildings, and record the car license plates, running the information through the DMV.