Transcript 2010 Small Business Trends And Opportunities

2010 Small Business
Trends & Opportunities
1. “It’s the Cloud, Stupid”
Data Center Servers
Employee Computers
1: “It’s the Cloud, Stupid”
 How to Participate Internally
Key categories:
 productivity software such as accounting & office
 collaboration platforms for distributed workforce, clients,
business partners
 data backup services
 marketing
Find apps that integrate with other apps; syncing with
mobile apps a nascent area
Key issues: price, vendor reliability, security
Staff usage of Internet is double-edged
1: “It’s the Cloud, Stupid”
 External Revenue Opportunities
“Productize a service” into an online application
 Name it
 Put limits around it
 Give it a Web front end
 Flat rate pricing – move away from time-based pricing
Replace hardware-related services with “soft” services
 Hardware related services skrink & get commoditized
Make your website transactional:
 Add appointment scheduling & customer service online
Look at existing apps for ideas in your market
 “Borrowing brilliance” model by David Kord Murray
2. DIY Marketing Grows
2: DIY Marketing Grows
 Save money, gain customer intimacy by doing
marketing in-house
 How to Participate Internally
Use lower cost technology instead of employee labor
Build a customer community online
Spread content far and wide
Hire people for their ability to use DIY resources/apps
Hire good writers and techno-marketers
 External Opportunities – “Assist the DIYs”
Create apps (mobile and SaaS) to help businesses
“Teach” and “Help” the DIY market
2: DIY Marketing Grows
 Resources – stunning array of DIY tools
Email marketing: Vertical Response; Constant Contact
Banner ads: PointBanner.com
Postcards: HP Creative Studio; USPS; Vista Print
Community & learning software: Prfessor.com;
WordPress MU; BuddyPress; Ning; VBulletin
Follow-on marketing automation: Hubspot; Infusionsoft
SEO: LotusJump.com; SEOMoz; Knowem.com
DIY public relations: PRWeb.com
Advertising: Google AdWords
3. “Green is the Color of
Business
3: “Green” is the Color of Business
 Good Opportunity for Near Term – less certain
long term
 How to Participate
Combine passion for sustainability with your expertise
 Event Planning: Seven Stars Events
 Landscape Design: Fiddlehead Landscape Design
 Switch to recycled packaging
 Make your commitment open – to differentiate
 Grants & stimulus fund available for green tech
Don’t “greenwash” – backfires with those who care
4. Everyone can be a
Celebrity
4: Everyone Can be a Celebrity
 Use executives’ personal brand to promote
businesses, ala Richard Branson
 Thought leadership, expertise based brand:
Gary Vaynerchuk (Wine Library TV)
Tony Hsieh (Zappos)
Tim Berry (Palo Alto Software)
 How to Participate
Establish a resume site - your name as URL
Create content in your expertise
Establish social media “outposts” (company & execs)
4: Everyone Can be a Celebrity
Resources for thought leadership:
URLs: Go Daddy; Network Solutions
Blog publishing: Wordpress.com; WordPress.org:
Typepad.com; Blogger.com
Self-Publish (lulu, kdpress)
Find a book agent: “Literary Marketplace” ref book
(publishers no longer accept unsolicited manuscripts)
3 “MUST” social media sites for personal-brand
outposts: Twitter; LinkedIn; Facebook
5. The “Carry Your Computer”
Trend
5: The “Carry Your Computer” Trend
 Computers and mobile devices converge
 How to Participate internally:
 Install stripped-down “M Dot” mobile template for your
website (http://m.twitter.com)
 Build a “text message list” – 96% of messages opened
Create an a mobile app for your biz, blog or website
 Price and location services through barcodes, GPS
 External Opportunities:
Apps development
Mobile consulting: tech and marketing specialists
5: The “Carry Your Computer” Trend
 Resources
 Create mobile website: Mofuse, Zinadoo.com
 Mobile plugins for CMS packages like WordPress
 Smashing Magazine create-an-app tutorial:
 http://www.smashingmagazine.com/2009/08/11/how-to-create-your-first-iphoneapplication/
 Mobile marketing: FanMinder.com
 Google the phrase: “create iphone app”
 Apps directories: Appolicious.com
6. Location Based Presence
Online
6: Location Based Presence Online
 Local directory listings and marketing finally
gaining critical mass
 How to Participate
Claim listings; update all directories
SEO optimize for local: website and listings
Local businesses: offer coupons/discounts via Twitter,
Facebook, Yelp, Merchant Circle, yellow pages online
Collect “location” information for marketing lists
Develop “community” online; enhances loyalty
6: Location Based Presence Online
Resources
GetListed.org
Latitude and Foursquare.com – create
community
Google; Bing; Yahoo offer local listings
Twitter introduced Local Trends
7. Government Contracting
Grows
7: Government Contracting Grows
 Opportunities for next 3 years
Often more lip service than reality
Still, opportunities = $$ for small biz
 External Opportunities
Break in through subcontracting
Relationship with decision makers is crucial – businesses
in Washington, DC area beneficiaries
Women, Veterans and Minorities may find “gold” due to
agency contracting goals
Don’t overlook state and local contracting opportunities
7: Government Contracting Grows
 Resources
Per Dawn Rivers Baker of Microenterprise Journal:
 Visit SBA contracting education center:
http://www.sba.gov/training/governmentcontracting/index.html
 Also register in Contractor Database:
https://www.bpn.gov/ccr/default.aspx
PTAC counseling: http://www.aptac-us.org
SCORE and SBDC workshops and counseling
8. Harder to Get Found
Online
8: Harder to Get Found Online
 More websites, more companies online
 How to Address Internally
 Longevity matters – start now
 Don’t ignore an old website; keep it fresh
 Develop internal expertise in online marketing & tech
 Shift more marketing spend online
 Do get outside SEO / SEM help
 SEO is required knowledge for business owners –
learn so you can communicate with pros
8: Harder to Get Found Online
 External Opportunities
SEO growth: services plus DIY apps/tools
PR and marketing firms can add services
Endless range of online marketing apps to be built
Analytics; dashboards; “analytics interpreters”
Hosting
Social media marketing (“multiplying like rabbits”)
9: Crowdsourcing Customers
9: Crowdsourcing Customers
 Customer input to design new products and
services; improve existing ones
 Idea not new – but the tools today make it easier,
cheaper, faster
 How to Participate
Create a “space” where customers can interact and
provide feedback:
 Ask questions on your web site or blog; open comments
 Use online survey tools and bolt-on customer feedback apps
Create digital listening outposts on social media
9: Crowdsourcing Customers
Resources
Suggestion/customer service bolt-ons:
 IdeaScale.com; UserVoice.com; GetSatisfaction.com
Online survey tools:
 QuestionPro; SurveyMonkey; Zoomerang; SurveyGizmo
Social Media for listening:
 Twitter; Facebook Fan pages and Groups; LinkedIn Answers
 Product forums
 Company blogs
Create a social media hub page like Akron Canton
Airport site
10: More Sole Proprietorships
10: More Sole Proprietorships
 High unemployment = more startups
 20+ Million small businesses with no employees
 Some will remain “lean” – never hire employees
 Most will be service based businesses
 Opportunities serving these startups
 Clearly distinguish your target market – “niche-ify”
 Price your services for startups; encourage repeat
business with recurring revenue streams
 Virtual online services have appeal
10: More Sole Proprietorships
 If you are starting up, consider something you know:
 Pet businesses
 Web businesses & “Productized services”
 Kids services and products
 Convenience services (“dog walking”)
 Home based franchises
 Apps development
 Online content and social media services
 Virtual assistance; virtual bookkeeping
 Specialty foods (esp. for health & wellness)
 Consulting in your old industry/old employer
Questions?
Thank you!
Anita Campbell, Founder
Small Business Trends
SmallBizTrends.com
BizSugar.com
Twitter: @Smallbiztrends