BE THE BUSINESS:
Small Business owner's advice from elaundry owner, Toni-Maree Bishop

This page provides guidelines and information for those already in small business, or those who have a small business idea and need guidance and direction.

The "Be The Business" model is akin to playing a game; we are playing to win success and satisfaction in business. Think of this page as your cheat sheet. You only need to follow along and fill in the gaps with your personal and professional story to be guided to success.

STEP 1: BECOME THE BUSINESS

By Being the Business, I mean that you ARE the business. You represent it, sell it, live and breathe it. Once you change your mindset, you will attract more business and clientele.

To decipher what your role is in the business, take a look at your 'playing pieces'.

• What is your BIG business idea, concept or trade? Glam it up, make it yours. You want to be remembered.
• Who are your competitors, and what are their strengths? But also, who are your friends? And what can they do for you?
• What is your Significant Point of Difference? Your business idea is your identity and your secret to success. Write an easily repeatable mantra that encompasses your business identity, and include it in everything you do e.g. during team training, on your website, to close a sale etc.

STEP 2: CREATE THE BUSINESS

Who do you want to be?

Ask: who do you want to be, and how will others perceive you? Create the ideal image of yourself by sketching pictures and colecting magazine cut outs. I had in mind a french maid or royal housekeeper as the image for elaundry. Design your logo, business cards and uniform around this image.

Make the message clear. Have your business name printed on your car and clothes, and carry business cards at all times. Think of it as 24-hour advertising!

Who do you want to sell to?

Everyone you deal with is a potential client, so it is important that they remember you and by extension, your company in a positive way to foster word-of-mouth advertising. Your referral opportunities multiply as you expand your universe, so let everyone know what you do.

Where will you sell from?

Whether it's an online business or bricks-and-mortar, shop design is of the utmost importance. Without words, your shop should represent you and your business with just one look. While you may need to choose a cost-effective option in your first years of business, get lateral with decorating to make the shop-front or webpage say all you want it to say.

When you are looking for a bricks-and-mortar site, consider who your clients are and what they are doing. What is the perfect neighbourhood, and neigbour for your business?

When hiring staff for your business, create a training DVD that potential staff can watch, listen and practise. Not only will it save you time, but each staff member is given the same training messages.

Consider the Web

In this age of computerised information, having a Website is crucial. What's even more crucial is a web page design that is attractive and interesting to users. Tips for mastering the World Wide Web:

• Choose an easy-to-remember domain name
• Have a professionally-designed website created with an editable 'back-end', known as a Content Management System (CMS). You can edit the website yourself at any time to keep information current
• Have the web designer include key-word rich Meta Tags in the source code of your website. Then, include Key Words in the entire content of your website (from text to pictures to webpage titles) to get the best results from search engines
• Constantly update your website to increase visitation and positive referrals
• Have benefits for logging on and being involved with you. For example, elaundry offers free laundry advice & tips - information that is memorable and helpful, encouraging users to return to the website
• Have a blog and social media links clearly attached to your website
• Facebook and twitter are invaluable tools for communicating directly with your clients. Regularly update your social media, ask your clients questions and include them in your decision-making. They will feel like a valued team member, and feel inclined to choose your offerings

Set up a professional email address to connect with your clients and suppliers. Create a eye-catching signature with your logo and contact information.

STEP 3: LIVE THE BUSINESS

Planning is Essential

Plan your daily and weekly tasks in advance. They make a very useful tool in keeping responsibilities and timelines in order. Most importantly, set aside a few hours, or an entire day each week to complete your paperwork.

In addition, have your bank account details on invoices and create internet banking and email templates to quickly and efficiently complete tasks.

Monitor your progress, and reward yourself for your achievements.

Think of Your Customers

Time saving is crucial to your clients. Make it easy for them to find your products or acquire your services. For example, elaundry created an inexpensive booklet, Quick Tick Tags, that enables clients to quickly and efficiently drop off their laundry. These booklets can also be letterbox dropped, put into sample bags at trade fairs, left on counter tops and given with a business card.

Everyone loves a deal - so give them one! Always have something to add benefit to coming to your business over your competitors.

Money Matters

Money is the lifeblood of your business. Ensure it is managed effectively with these top tips:

• Open a Tax & Super Account (no bank fees) and deposit 10% of wages weekly
• Look out for 5 week months - they play havoc with sales figures
• Manage your costs by the 30/30/30 Rule - 30% on wages, 30% on fixed costs and 30% on variable costs, leaving you 10% profit. If wages are 32% one week, that leaves you 8% profit (and you may have to forego those new wheels!)
• Only hire subcontractors once you have reviewed your sales and wages
• Put core expenses such as rent, electricity and gas in your phone calendar with a reminder 7 days beforehand so you are prepared for bills

Be Direct

Your time is valuable, so say what you want when you're calling, emailing or messaging so you can get it. You need your contacts to fulfil a request, not chat about it. Be direct, and you will be more efficient and satisfied at the end.

Me Time

Small business is tough. But you are tougher! Schedule yourself in for servicing, as well as your equipment. You are your company's most valuable asset, so take care of yourself. 

WANT TO LEARN MORE?

Contact tmb@elaundry.com.au, join the forum or fill out the enquiry box below with any business relevant questions or comments, and we will get back to you as soon as possible!