Оглавление
Barry C. McCarthy. Small Business Revolution
Table of Contents
List of Illustrations
Guide
Pages
Praise for Small Business Revolution
Introduction
1 The Small Business: You Are a Very Big Part of America
We're in Your Corner
Seismic Events
The Small Business Revolution
Leader to Leader
You May Be Thinking This
Companion Site
You Are Part of a Worthy Tradition
This Guide Can Also Help You to Start a Business
How SBR Analyzed Businesses, and How This Book Is Organized
Note
2 Why? Tough Questions, Tough Decisions
When a Hobby Becomes a Business
When It's Right to Be Brutal
Course Corrections
Seeing the World as It Really Is
Four Crucial Decisions
Decision 1: Change Nothing or Decide to Change Something
Decision 2: Make All the Mistakes Yourself or Learn from Others
Decision 3: Follow the Recipe, or Strike Out on Your Own
Decision 4: Bag It Early, or Push on Through
Be Like a Duck
Work-Life Integration
Put Your Mask on First
3 Crucial Numbers
Back-Pocket Accounting
One-Sheet Accounting
Revenue
Expenses
Income
Cash Flow
100-Foot Level
Hobby Hell
The Balance Sheet
Lengthen the Time Span
Let's Do Some Basic Analysis
Cost of Goods Sold
What's Your Capacity and True Market Demand?
Golden Ratios
SCORE Mentoring Program
Notes
4 Concentric Circles
About You
About Your Co-Workers
Have a Sandwich
Testing, Testing
Your Brand
You Have One, Whether You Know It or Not
What Your Brand Is Not
What Is Your Brand, Then?
What It's Like to Work with a Good Brand Specialist
Logos
Mood Boards
Your Brand as a Choice
Reduce Risk by Testing
Note
5 Getting Visible
16 Common Mistakes Business Owners Make with Their Online Presence. Mistake #1: Not Having a Website to Begin With
Mistake #2: Having a Site That Doesn't Even Do the Minimum
Mistake #3: Not Arranging Things So That Updates Are a Breeze
Mistake #4: Having an Awful Domain Name
Mistake #5: Paying Too Much for a Website
Mistake #6: Paying Too Little for a Website
Mistake #7: Your Site Is Broken, as Far as Many Visitors AreConcerned
Mistake #8: Your Site Looks Awful on Mobile Devices
Mistake #9: Your Site Looks Okay, But It Takes Forever to Appear After Someone Types in Your Address
Mistake #10: You Have Typical Stock Images on Your Site
Mistake #11: You Don't Get to the Point Quickly
Mistake #12: Your Site Does Not Include Links to “Terms of Service” and “Privacy Policy” Pages
Mistake #13: You Don't Have Your Site Backed Up
Mistake #14: You Have Ineffective Passwords and Proceduresfor Them
Mistake #15: You Do Not Keep Your Website or Computer Updated
Mistake #16: You Don't Have an Online Form on Your Site, But Instead Rely on People Contacting You Through Your Email Address
Two Big Visibility Boosters. Visibility Booster #1: Organic Search
Visibility Booster #2: Paid Search
Notes
6 Bringing in Business
A Chiropractor's Secret
Community-Based Business-Building Methods
Other Physical Business-Building Methods
Online Methods
The Most Dangerous Number in Business
Note
7 The Craft of Persuasion
11 Principles of Business Persuasion
Principle #1: Speak to One Person
Principle #2: Get to Know Your Customer More Than You Do Today
Principle #3: Know Your Competition and Find a Way to Outclass Them
Principle #4: Write Like You Talk, and Talk Like a Friend
Principle #5: Own a Phrase in Your Customers' Heads
Principle #6: Talk about the Benefits of Benefits
Principle #7: Prove Every Assertion
Principle #8: Explain Who Is Not Right for Your Product or Service
Principle #9: Reverse the Risk
Principle #10: Remove Speed Bumps to the Sale
Principle #11: Don't Be Boring
Notes
8 Relationships
The Contact
The Thread
Name Capture
Turning a Lead into a Prospect
When Prospects Become Customers
Lifetime Value of Customers
Where You Keep Customer Data
Testimonials
Awards and Other Recognition
Notes
9 Vulnerabilities
Your Physical Locations
Business Risks
Your Competition
10 The Power of Email
What Are You Sitting On?
“Email is spammy.”
“Email marketing is so yesterday. The world has moved on.”
“I can write, but I'm not a writer.”
“My customers are on social media.”
Yet Another Key Reason for You to Take Email Marketing Seriously
When to Use Email Marketing for Maximum Effect
Major Use #1 for Email: Name Capture
Major Use #2 for Email: Segmentation
Another Way to Segment
Major Use #3 for Email: Automatic Relationship Building
Pro Tip
Grown-Up Moment
The Mechanics of Good Email Marketing
“I don't want to give out my personal email to anyone; that's a prescription for even more spam.”
You Need an ESP
Note
11 The Right Way to Use Social Media
Social Media Myths and Realities
“My customers are not on social media.”
“Social media is not a serious media channel. After all, we have people posting what they ate for lunch, and doing pouty-lip selfies.”
“I hate social media, and it's painful for me to use it.”
So Many Platforms, So Little Time
The Thing About Twitter
How Do I Determine Which Social-Media Platforms I Should Start With?
How Often Should My Business Be Posting?
What Tools Exist That Can Help Me with This Whole Area?
Be Careful About Photography
How Do I Know If I've Found the Right Person toDo Social Media for Me?
How Do I Measure Success with Social Media?
Notes
12 Power Tools
A Robust Payment System
Targeted Promotional Merchandise
Tools for Competitive Intelligence
Tools for Intelligence on Your Own Site
Grown-Up Moment
This One Will Blow You Away
Low-Cost Insights
Using Video Effectively
Note
13 Your Team
The Question Before the Question
Your Hiring Process
Traits We Look for in New Hires
References
Alternatives to Hiring
Notes
14 Eyes Wide Open
Small Hinges Swing Big Doors
When Circumstances Change, Take Time to Think
Count Yourself In
Execute on the Fundamentals, Even When They Are Tiresome to You
Don't Suffer in Silence
Beware of Shiny Objects
Notes
Epilogue: When to Abandon the Dream?
Common Causes of Business Failure
Determining If You Should Abandon the Dream
If You Decide to Stop
Note
Acknowledgments
About the Author
Index
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