New Business Direction LLCAn interesting way to fund your dream project, whether you are a startup or a more established business, is to consider crowdfunding. Crowdfunding is when many people provide the money in small amounts for a project.
Although crowdfunding is not new, it became much more popular when organizations like Kickstarter, Indiegogo, RocketHub, and GoFundMe created web platforms to enable this method of raising funds. The 2015 crowdfunding market is estimated at $34 billion and is growing exponentially.
In crowdfunding, the person who initiates the project receives the money that the people contribute. The web platform that supports the project usually gets a percentage of what’s raised. It varies as to what the people who contribute to the project receive in return. It can be the payback of a loan with interest, shares of stock, rewards, or a possible tax write-off in the case of a donation.
You probably hear about companies that get funded overnight, making it look easy to create a successful crowdfunding campaign. There is a lot that goes into the launch of a successful campaign. Here are some steps:
- Design your project and research how much money you need
- Choose your platform (Kickstarter, Indiegogo, etc.). This requires careful research about which platform is best for your type of project as well as a complete understanding of the rules and limitations of that platform. For example, on Kickstarter, if you don’t reach your goal, you don’t get any money, including what you have partially raised.
- Create a video that tells your story and makes the pitch. You must not only grab attention but appeal to both the rational and emotional sides of your followers. You must also provide an enticing reward for your followers.
- Count your followers. Do you have enough to raise the capital you need? If not, create the marketing you need to build your followers and make your numbers.
- Gain some big name backers if you possibly can.
- Develop a carefully orchestrated launch using multiple marketing channels, including social media and press.
With the explosive growth in crowdfunding, it’s here to stay. Consider how it may help your business grow.
If it’s been a while since you’ve adopted new marketing methods, it might be time, especially if you want to attract younger customers. Here are five ideas to do just that.
1. Video
With YouTube as the second largest search engine, using video in your marketing is a slam-dunk return on investment. If there is an educational aspect to your sales cycle, a video is perfect to get the message across.
Even better news is that many companies still haven’t caught on to how powerful video can be in marketing, so you will have an advantage. There is no longer a financial barrier to entry as most videos are no longer professionally made.
There are so many ways to create video: using a webcam, capturing your screen with webinar software or TechSmith’s Camtasia®, or even using your cell phone. If you have a gmail address, you already have a YouTube account, and you can easily crate and customize your own YouTube channel.
The hardest part of adding video to your marketing is to simply take the leap.
2. Social Media
Social media is now one of the best places for a business to expand brand awareness. LinkedIn provides customers with a way to discover your background. It’s also a good source of new employees. Facebook and Google+ enable you to build community and learn more about the interests of your customers.
Twitter is perfect for announcing sales and boosting event excitement. YouTube enhances education and motivation. Pinterest for Business and Instagram are perfect for retail to showcase new products. Tumblr is a must if you market to teens.
If you’re new to social media, choose one or two sites and set up your profile. If you already have some social media profiles, consider expanding or increasing your activity.
3. Content Marketing
Content marketing is another way to educate your customers before and during the sales cycle. With content marketing, you creates a report, white paper, or educational video that describes a topic congruent with your services. The content is typically “gated,” meaning the prospect needs to provide email address or phone number or both, so that you can follow up on the lead. The content should be enticing and educational and should also introduce the prospect to your brands and services without being heavy handed about it.
Content marketing is a great lead generator, especially if you have a sales staff that can deliver scripted follow-up calls.
4. Mobile and Wearables
Over a year ago, Google proclaimed there are now more mobile searches than desktop searches. For the last few years, it’s been increasingly important to make sure your website delivers a great experience via mobile technology.
Wearables are growing as fast as mobile did. Innovative companies are providing a rich customer experience through wearables. It’s now common to see wearables in health, sports, household automation, and virtual reality entertainment. But others are having fun with creative solutions, such as British Airways blankets that turn a color based on a passenger’s mood and Nivea’s children’s sunblock that comes with a GPS bracelet tracker so the kid doesn’t stray too far away.
5. Marketing Automation and Integration
Today, the entire marketing funnel can pretty much be automated, from SEO-enhanced social media posts to landing pages using content marketing to follow up emails, videos, and shopping cart links. Almost every business needs a website, list management system, shopping cart, social media automation app, and a CRM, Customer Relationship Manager. With this automation, you may be able to reduce sales labor as well as customer support expenses.
Integration of multiple marketing channels and methods is essential as the buying decision has become more complex and trust is built slowly over time. Successful marketers are integrating SEO (search engine optimization) with social media, video with content marketing, and email marketing with landing pages, to name a few.
Try any of these five trends to give your marketing a future-focused boost.
If you’re looking for more ways to bring in additional revenue, then a VIP revenue stream is one option for many businesses. Here are a couple of examples:
A plastic surgeon has a long waiting line of patients. The surgeon sets up a special membership fee of $3,000 per year for patients who wish to work with her. These patients get first access to her appointment schedule. They get priority surgery dates and personal care. Her other patients that do not pay are able to see her physician assistant. She earns an extra $300K — insurance-hassle-free — for the hundred patients who join her VIP group.
A pizza restaurant always has long lines during rush hours. The owner sets up a VIP membership of $75 per year for customers who want to bypass the long lines. He dedicates one of his cash registers to the VIP line and staffs it accordingly during rush hour. He sends specials by email and a birthday coupon to the VIP members. Five hundred customers sign up, grossing an extra $37,500 with little or no additional expenses.
A consultant has a couple of clients that want to have access to her 24/7. She sets up a special retainer of $1,500 per month for these clients and provides her cell number. Since they are busy CEOs, they only call a few times a year, but when they do, she drops everything to be of service. With four clients on retainer, it’s an extra $72K per year for a few days of work.
No matter who your clientele is, there are always a few who demand extraordinary service and are willing to pay extra for it. Capitalize on this by adding a VIP revenue stream to your offerings.
What you include in your VIP package will vary by industry, but here are a few thoughts:
- Increased access to you
- Special service, perhaps via another phone line or checkout lane
- Invitation to exclusive events or sales or previews
- Free gift wrapping
- Free shipping
- Special gifts
- Friends are free
- A richer experience
- Birthday acknowledgement
A VIP offering is not the same as a points program. A points program encourages volume sales, while a VIP program is all about special perks, exclusivity, and a higher level of service.
Does your business lend itself to a VIP offering? If so, give it a try.
Sometimes, the most telling numbers in your business are not necessarily on the monthly reports. Although the foundation of your finances revolves around the balance sheet and income statement, there are a few numbers that, when known and tracked, can make a huge impact on your business decision-making. Here are five:
1. Revenue per employee.
Even if you are a solo business owner, revenue per employee can be an interesting number. It’s easy to compute: take total revenue for the year and divide by the number of employees you had during the year. You may need to average the number in case you had turnover or adjust it for part-time employees.
Whether your number is good or bad depends on the industry you’re in as well as a host of other factors. Compare it to prior years; is the number increasing (good) or decreasing (not so good)? If it’s decreasing you might want to investigate why. It could be you have many new employees who need training so that your productivity has slipped. It could also be that revenue has declined.
2. Customer acquisition cost.
If you’ve ever watched Shark Tank®, you know that CAC is one of the most important numbers for investors. This is how much it costs you in marketing and selling costs to acquire a new client. Factors such as annual revenue, or even lifetime value of a client will affect how low or high you can allow this number to go.
3. Cash burn rate.
How fast do you go through cash? The cash burn rate calculates this for you. Compute the difference between your starting and ending cash balances and divide that number by the number of months it covers. The result is a monthly value. This is especially important for startups that have not shown a profit yet so they can figure out how much cash they need to borrow or raise to fund their venture.
4. Revenue per client.
Revenue per client is a good measure to compare from year to year. Are clients spending more or less with you, on average, than last year?
5. Customer retention.
If you are curious as to how many customers return year after year, you can compute your client retention percentage. Make a list of all the customers who paid you money last year. Then create a list of customers who have paid you this year. (You’ll need to two full years to be accurate). Merge the two lists. Count how many customers you had in the first year. Then count the customers who paid you money in both years. The formula is:
Number of customer who paid you in both years / Number of customers in the first or prior year * 100 = Customer retention rate as a percentage
New customers don’t count in this formula. You’ll be able to see what percentage of customers came back in a year. You can also modify this formula for any length of time you wish to measure.
Try any of these five metrics so you’ll gain richer financial information about your business’s performance. And as always, if we can help, be sure to reach out.
Running a small business is often about taking and managing risks. Market risks are normal but business and tax risks are another thing altogether. Most business and tax-related risks can be managed as long you know about them. Here are seven small business risks you will want to make sure are covered.
1. Best Choice of Entity
Are you operating as a corporation, limited liability company, partnership, or sole proprietor? More importantly, is the entity you are operating under providing you with the greatest tax benefits and separation from personal liability? If not, you might want to explore the alternatives to make sure you’re taking the amount of risk that’s right for you.
2. Employees or Contractors
Are your team members properly categorized when it comes to the IRS’s rules about employees versus contractors? Unfortunately, it’s not about what you and your team member decide you want. If you decide to hire contractors and the IRS determines they are employees, you could owe back payroll taxes that can cripple a small business. So you’ll want to do the right thing up front and make sure you and the IRS are in agreement, or be willing to take a future risk.
3. Insurance
If you’d like to protect yourself from possible losses through a disaster, theft, or other incident, insurance can help. There are a lot of kinds to choose from, and you’ll likely need more than one. At the minimum, make sure you’re covered by:
- Business property insurance, renters insurance, or a homeowners rider to protect your physical assets.
- Professional liability or malpractice insurance, if applicable, to protect you from professional mistakes including ones made by employees.
- Workers compensation insurance, to cover employee accidents on the job.
- Auto insurance or a non-owned policy if employees drive their car for work errands.
You may also want personal umbrella insurance, life insurance, and health insurance. Check with an insurance agent to get a comprehensive list of options.
4. Sales Tax Liability
Are you sure you’re collecting sales tax where you should be? As the states get greedier, they invent new rules for liability. For example, if one of your contractors lives in another state, you may owe sales tax on sales to customers who live there even if you don’t live there or have an office there.
Nexus is a term that describes whether you have a presence in a state for tax purposes. Having an office, an employee or contractor, or a warehouse can extend nexus so that you’d need to collect and file sales tax for those states. If you’re in doubt, check with a professional, and let us know how we can help.
5. Underpricing
Most small businesses make the mistake of underpricing their services, especially when they start out. If you started out that way, it’s awfully hard to catch up your pricing to a reasonable level. Knowing the right price to charge can make the difference between whether the company last six months or six years. You can mitigate this risk by getting cost accounting help from your accountants who can help you calculate your margins and determine if you’re covering your overhead and making a profit.
6. Legal Services
Legal services can be expensive for a small business, so sometimes owners cut corners and take risks. Attorneys are needed most when it comes to setting up your entity, reviewing contractual agreements such as leases and loan agreements, settling conflicts, advising on trademark protection, and creating documents such as terms of service, employment agreements, and privacy policies. Just one mistake on any of these documents can cost a lot, so be sure it’s worth the risk.
7. Accounting Services
Doing your own accounting and taxes can be risky if they’re done wrong or incomplete. You could end up paying more than you should if you leave out deductions you’re entitled to. Worse, if you do your books wrong, you could end up overpaying taxes without realizing it. A common bookkeeping error results in doubling sales, and while it might look good, you certainly don’t want to pay more than what’s been truly received.
How did you do with these seven risks? If you need to reduce your risks in any of the areas, feel free to reach out for our help.
Most small businesses need help with cash during certain stages of their growth. If you find that you have more plans than cash to do them with, then it might be time for a loan. Here are five steps you can take to make the loan process go smoother.
1. Make a plan.
Questions like how much you need and how much you will benefit from the cash infusion are ones you should consider. If you don’t already have some version of a budget and business plan, experts recommend you spend a bit of time drafting those items. There’s nothing worse than getting a loan and finding out you needed twice the cash to do what you wanted to accomplish.
2. Know your credit-related numbers.
Do you know your credit score? Is there anything in your credit history that needs cleaning up before it slows down the loan approval process?
Take a look also at your standard financial ratios. These are ratios like your current ratio (current assets / current liabilities) and debt-to-equity ratio. If these are in line with what your lender is expecting, then you are in good shape to proceed.
3. Research your options.
Luckily, there are many more options for financing your business today than there have been in the past. Traditional options, such as banks, still exist, but it can be difficult to get a bank loan for a small business.
Here are some online loan sources where investors are matched with borrowers via an online transaction:
- Kabbage
- OnDeck
- LendingClub
- FundBox
- BlueVine
Or you can go to Fundera and compare which loan is the most economical.
There is also crowdfunding, which is very different from a loan. Crowdfunding is a way to raise cash from many people who invest a small amount. Top sites include GoFundMe and KickStarter, where you can find out more about how it works.
Other ways to get cash include tapping into your personal assets: using credits cards, refinancing a house, and borrowing money from family and friends.
4. Create your loan package.
Most lenders will want to know your story, and a loan package can provide the information they need to decide whether they want to loan you money or not. A good loan package includes the following:
- A narrative that includes why you need the loan, how much you want, and how you will pay it back. A good narrative will also list sources of collateral and a willingness to make a personal guarantee.
- Current financial statements and supporting credit documentation, such as bank statements and credit history.
- A business plan and budget, or portions of it, that cover your business overview, vision, products and services, and market.
- A resume or biography of the business owners and a description of the organization structure and management.
While it takes time to put together a great loan package, it’s also a great learning experience to go through the exercise of pulling all of the information together.
5. Execute!
You’re now ready to get your loan. Or not. Going through these five steps helps you discover more about your business and helps you make an informed decision about whether a loan is still what you want and need.
Throughout the process, you may have learned new information that tells you you’re not quite ready for a loan, or that in fact, you are. At any rate, preparing for a loan is a great learning process, and the good news is there are lots of avenues for small businesses to get the cash they need to grow.
Spring denotes new growth, fresh starts, and spring cleaning. Why not apply these ideas to your sales so they can blossom along with spring flowers? Here are six ideas to put the spring into your sales.
1. Spring Cleaning Sales
Get rid of old inventory by having a spring sale that will clean out your closets and put some money in your account. Look through your items for sale and find the ones that haven’t moved like you expected. Mark them down and move them out.
2. New Items and Services from Customer Ideas
Now that you’ve gotten rid of the old stuff, you have room for new. If you’re not sure what your clients want or need, ask. Use Survey Monkey to find out what your clients can use. If you don’t have what they want, make it, buy it, or partner with someone who does. Then let everyone know, “based on popular demand” of course, that you have new items for sale just in time for spring.
What questions should you ask in your survey? Try questions like these to draw out your customers’ needs and wishes and to discover any shortcomings you might have not known about:
- What items/services are on your wish list that you’d like us to stock/provide?
- How do you currently use our services/products?
- What do you wish our items accomplished that they don’t now?
- How would you recommend we expand our selections?
- What do you wish we did better?
3. The Old “Fries with Your Burger” Upsell
Waitpersons offer desserts and appetizers, office supply staff offer cables and accessories with hardware purchases, and software vendors offer the next level package. Almost every business practices a form of upsell these days, so if you don’t, you’ve got a new opportunity right here.
Dust off your old upsell procedures and try these ideas to rejuvenate your upsells:
- Re-visit your inventory to pair complementary items for upsell potential.
- Retrain your staff for upsell language at the time of sale.
- Re-package like items to offer more bundles and groups.
4. New Prices
When is the last time you’ve raised your prices? If it’s been a while, then it’s a great opportunity to increase revenue with little additional effort.
5. Spread the Word with Spring Samples
Samples can help get your product or service into the hands of many potential buyers. Buyers can better experience your product and reduce their perceived risk.
Not all businesses can provide samples, but there is always the next best thing. Where your product is not consumable, you can sometimes provide a portion of the product, such as a carpet sample, wallpaper swatch, or floor tile. With retail clothing, pictures will have to do. With books or courses, you can provide a sample chapter or a demo video. And with services, case studies or proof of concept will suffice.
6. Offer a Customer Reward Program
Put together a program to reward your most loyal clients and to make them even more loyal to you. Some of the perks could include monthly gifts, priority service, an exclusive event, and/or discounts. The price can be structured as a membership fee, retainer, or package price. Increasing contact, benefits, and communication with these clients is always a good investment.
Try one of these six ideas to put the spring in your sales this season.
A 2014 Global Fraud Study conducted by the Association of Certified Fraud Examiners (ACFE) estimates that the average business loses five percent of their revenues to fraud. The global total of fraud losses is $3.7 trillion. The median fraud case goes 18 months before detection and results in a $145,000 loss. How can you avoid being a fraud victim?
The first step is to become more aware of the conditions that make fraud possible. The fraud triangle is a model that describes three components that need to be present in order for fraud to occur:
- Motivation (or Need)
- Rationalization
- Opportunity
When fewer than three legs of the triangle are present, we can deter fraud. When all three are present, fraud could occur.
Motivation
Financial pressure at home is an example of when motivation to commit fraud is present. The fraud perpetrator finds themselves in need of large amounts of cash due to any number of reasons: poor investments, gambling, a flamboyant lifestyle, need for health care funds, family requirements, or social pressure. In short, the person needs money and lots of it fast.
Rationalization
The person who commits fraud rationalizes the act in their minds:
- I’m too smart to get caught.
- I’ll put it back when my luck changes.
- The big company won’t miss it.
- I don’t like the person I’m stealing from.
- I’m entitled to it.
At some point in the process, the person who commits fraud loses their sense of right and wrong and their fear of any consequences.
Opportunity
Here’s where you as a business owner come in. If there’s a leak in your control processes, then you have created an opportunity for fraud to occur. People who handle cash, signatory authority on a bank account, or financial records with poor oversight could notice that there is an opportunity for fraud to occur with the ability to cover the act up for some time.
Seventy-seven percent of all frauds occur in one of these departments: accounting, operations, sales, executive/upper management, customer service, purchasing and finance. The banking and financial services, government and public administration, and manufacturing industries are at the highest risk for fraud cases. (Source: ACFE)
Prevention
Once you understand a little about fraud, prevention is the next step. To some degree, all three points on the triangle can be controlled; however, most fraud prevention programs focus on the third area the most: Opportunity. When you can shut down the opportunity for fraud, then you’ve gone a long way to prevent it.
While we hope fraud never happens to you, it makes good sense to take preventative steps to avoid it. Please give us a call if we can help you in any way.
Providing great service can make a huge difference in a small business. For companies like Zappos, Nordstrom, and Southwest Airlines, customer service is a differentiator from their competitors. Done right, good customer service can bring lots of referrals that lead to increased revenue. Here are five tips to improve service to your customers.
1- “Welcome Home” Greeting
Consider your business as your home and your customers as invited guests. No matter how they come to you, whether by phone, email, or in person, greet them like you would a guest. If your business has a storefront and customers walk in, have your employees greet them immediately with a welcome message that ends in “Please, make yourself at home.” If your prospect or customer calls you, greet them warmly with “I’m so glad you called.” If a customer or prospect emails you, personally email them back (no autoresponders) to let them know you received their message and when you will be replying.
A warm welcome every time your customer contacts you will make them feel important.
2- Throwback Thank You Cards
Be old-fashioned for a change and handwrite thank you cards to your top clients. You can get blank folding cards with matching envelopes from your local printer or paper shop and have your company logo printed on them. If you don’t have time for that, consider SendOutCards.com.
3- Apologize
Things are bound to go wrong. Be quick with a heartfelt apology whether it’s your fault or not. If your customer struggled with anything – your website, shopping cart, store display, out-of-stock item, and so on – teach your employees to apologize first, then own the problem and get it fixed for all future clients. You can also teach them the language, “thank you for giving us the opportunity to fix this for all future clients.”
4- Mystery Shop
Periodically hire a mystery shopper to evaluate the customer experience at your business. These customer service experts will provide you with a list of suggestions, from your initial voice mail recording to paying your bill. Everywhere your business touches a client should be streamlined, easy, and sealed with a smile.
5- Listen
Your customers can be the best source of ideas for your next new revenue stream. Listen to their feedback and incorporate their ideas into your business.
Try these customer service tips to delight your customers, and watch your revenue grow.
