Category Archives: Starting Out

How To Brand My Haircare Business?

Branding, Publicity, Starting Out

I am re-entering the world of haircare/styling as a result of being laid off for the fifth time in the last ten years. I will be renting booth space in a salon. The salon is nice and has a great, peaceful atmosphere. I need a name and I need to leverage myself as my brand and have a catchy tagline. My name is Dawn and the salon I will work at is called Ambiance Salon. As I am a booth renter, I want to focus more on me and incorporate the salon somewhere but I am not sure where. I have even thought of using my middle name (Rachelle) or a form of it to create another image or just use another name all together. I specialize in cuts, color and extensions. Any help would be appreciated.

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Jay’s Answer: Don’t try to be a brand – be a stylist. Let word-of-mouth (and some beautiful model headshots) help to bring people to you. Your tagline can be simply “Specializing in Cuts, Color, and Extensions”. That clarifies who would most want to seek you out. As for a name, why not use your name, such as: Dawn Does Hair, Dawn Of A New Hairstyle, or simply “Dawn Moore Dixon”?

The Right Way To Start A Business?

Branding, Starting Out

I have a wonderful idea for a new business that I believe is going to be quite successful. I know I have to get a website going and jump in with both feet into social media with the blogs I have started but the branding and website development are holding me back. Where do I get started? Can you refer me to a good graphic designer and web builder that won’t cost me an arm and a leg?

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Jay’s Answer: You have a couple of options: hire someone to do it for you or create the website (at least the first version) yourself.

However, before you create a website, you really should consider a strategy for making your business succeed. Having a website and blogging won’t by themselves create website traffic. You need to identify who is likely to want to buy your offering, why they’d choose you (instead of your competition), etc. The basics of this are covered in my article: http://www.manygoodideas.com/2008/10/01/unpeeling-your-marketing-onion/

If you’ve done your strategy homework, then you have a good idea of the problems these people face, the language they use, the images they like, and the offer they’d react to. Using this information will create a website that resonates with your audience and is more likely to create sales for you. If you skip this step, you’ll get a web designer’s idea of what they think your website should look like – and not a marketing professional’s.

You can hire people locally (who you can meet face-to-face) or globally (www.elance.com, www.guru.com, etc.). But be warned: the true cost of a website isn’t in its creation – it’s in maintenance. Be willing to pay for each revision you make to your designer.

If you can, create your own website (or have a designer create a CMS-based website for you) using WordPress, Zoomla, iWeb, etc. Make sure whatever choice you make you use your own domain name (not: mycompany.freewebsite.com) to ensure that your visitor’s first impression is favorable.

NYC Dog Rescue Organization

Names + Taglines, Starting Out

I’m looking for a unique name for a NYC dog rescue I want to start. There are a lot of small dog/cat rescues in NYC and they have all the cute names with tails and paws and claws in it. I would like it to be memorable and to make a decent logo for t shirts etc.

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Jay’s Answer:

  • NYC Dog Rescue
  • NYC Dogs 911
  • maNYCanines Rescue

Name My Life Coaching Business

Names + Taglines, Starting Out

My business name is Verity Dunamis – a Life Coaching and Motivational Speaking Business focusing mainly on all types of business however there has been cross pollination of clients.

My dilemma is that the name Life Coach doesn’t sell. The market is saturated with Life Coaches with some leaving a bad taste with clients. Virtually no response from clients when using the term – I am a Life Coach.

My train of thought is have Life Coaching as one of my many tools in my toolbox to empower people and to find an alternative, funky, energetic umbrella name so that the clients can feel non threatened. I will be able to at least have one foot in the door to sell my products.

My business tagline is: “Power in the Truth that sets You Free”. Suggestions given are: “Life Transforming Specialist”, “Life Enrichment Specialist (too formal)” and “Goal Setting Specialist (good but includes only part of the Coaching Process)”. If possible I would like to keep the word “Specialist” at the end as it is more defining to my target audience.

In the same process, Motivational Speaker is also weak to sell. I need a name where I can not only talk about how to empower people but I have the tools to show how.

eg: Life Enrichment Specialist or Life Enrichment Speaker

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Jay’s Answer: Business people aren’t looking for life coaches – they’re looking for executive coaches. While the work a life coach does is virtually identical to an “executive coach”, the language used is different, and the focus is more on business than life-balance.

People think of motivational speakers for keynote or annual company meetings. You’d market yourself as a motivational speaker to the HR department. You’d market yourself as an executive coach to the C-level.

But before you do either, make sure you have in your portfolio some case studies of businesses you’ve helped and the ROI of your work. That’ll show you’re not just a “life coach” masquerading in “executive coach” clothing.

As for names, consider simply building on your name: Verity Dunamis, Executive Coach (or Professional Executive Coach)

Men And Online Shopping

eMarketing, Starting Out

I’m in the process of setting up an online store directed towards men. Do men buy online for women and other people in their lives? In other words, who are the real online shoppers?
The premise was to have a site where men could purchase gifts. Many of the women I know do not feel the men in their lives purchase suitable gift items, and lack romance.

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Jay’s Answer: Instead of directly selling the products, why not create a website that lets the visitor fill out a survey, produce a customized list of items (with referral links to the products to trusted merchants) based on your recommendations? It’ll allow you to focus your business on recommendations, and not stocking products and make money on each referral.

Help Me Launch A New Consumer Product

Starting Out

I have an idea for a new consumer product, but don’t know what to do first! Help!

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Jay’s Answer: The key to turning your idea into a success is making sure that:

  1. there’s a need
  2. you can easily identify those with the need
  3. they are willing to pay you for the solution.

If you’ve done this homework, then everything else is straightforward: patents, prototypes, test marketing, and distribution.

These days creating prototypes is easier than ever. Start with cardboard and tape to work out the physical product’s look. When you’re ready, have someone create a prototype. These days, prototyping tools are inexpensive and quick – you can have a sample in a day or so.

Psychology Of Color For New Gourmet Shop

Starting Out

I am opening a new gourmet market that will be selling locally produced organic foods in addition to European imports. The shop is located in a high-end shopping center in a wealthy suburban area. I have read a bit about color and how it affects consumers, but thought I could get some advice from you. I am starting with a blank slate and need some guidance on a color scheme for the interior of the store as well as for the logo. I have a 6 month time frame before the store opens.

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Jay’s Answer: Rather than guess, why not take a look at how Whole Foods has been decorating their stores. I’m sure you’re get lots of color / layout ideas.

Focus Groups With Spanish Speakers?

Starting Out

I need to put a budget together for university research. Participants will be limited English speakers therefore their maybe translation cost, recording, transcribing? Really not sure what else I need to include and what these items may cost. I’m considering 3 groups of 15 and again no sure if these groups are to large. I would really love some advice so we don’t undercharge. Also what complications should I watch out for?

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Jay’s Answer: Running a focus group requires a fair bit of skill, since it’s easy to have the group basically come to agreement on something (bias) especially based on the group’s facilitator ability. You may be better served by doing 1-on-1 interviews (of 15 mins each). It takes less time, you get information that may not come up in a group setting, and can focus better on their questions/needs/concerns/thoughts.

How To Create A Yoga Teachers Website

eMarketing, Starting Out

I am a RYT registered yoga teacher. I am inquiring a few tips on what a consumer wants out of a yoga website and how to name my new company. I currently work at a Mental Clinic LLC, and I would like to incorporate their business with mine. They are one of a kind, therapy partnered with Holistic services including ti chi, massage, reiki and yoga. For my personal practice, I plan on creating a website, and it needs a name. I teach HATHA YOGA, which is a more gentle type. I teach most people over 30 years of age and really try to achieve a more stress-free way of living.

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Jay’s Answer: People look for websites for all sorts of information: location, pricing, schedule, services, and details. Additionally, the content/look of the website must appeal to those you’re targeting.

As for a name, you’re looking for both a domain name and a business name. A business name needs to be unique in your county, so you can file a DBA. Your domain name ideally is the same as your business name, but if it’s “similar enough” that’ll probably suffice for your needs.

Unless you’re targeting people already familiar with yoga, Hatha doesn’t mean much to them. Since you’ve been teaching awhile, why are people taking your classes? Is it for stress-reduction, flexibility, community, etc.? Focus on the key benefit, and reflect that in your name, tagline, and the rest of your marketing materials.

Help Me Design My First Postcard Mailing

Publicity, Starting Out

I am a new business who is on a tight budget. I am considering postcards as a cost friendly way for me to start marketing. I create cakes made from towels, diapers and other cloth items and decorate them with things that the receiver can use. This is very much like a gift basket. I am trying to target new business and have no idea what type of wording to put on my postcard to grab peoples attention. These gifts can be given for any occasion, but are especially beautiful for baby and bridal showers. Any advice would be greatly appreciated.

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Jay’s Answer: The problem with a single postcard mailing is that the recipients are unlikely to suddenly think, “That’s just the gift I’m looking for!” Since you’re offering something best tied in to certain life events, target the organizations that people go to first: baby stores, party stores, florists, etc. Work with your local organizations to start with. If you don’t already have a website, create one. That’ll help people looking for these gifts as well.