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Passion Blog Pro Review

Demetris is the creator of Passion Blog Pro that involves training in making money online. His vast experience working in different settings involving marketing, social media, business and managing he pushed him to become a genius at what he does. He created an 8 hour over the shoulder training that will guide you through each step you should take as if you have never heard of generating money online. It will help you find your passion and your category, building a website or blog, strategizing with the marketing techniques and Facebook and Google. His videos will also walk you through your first steps of making the first sales and maintaining a healthy rate of income. The momentum you build making your first few dollars at first will spike up within the first few days to even reach 100$ a day. He even provides testimonials of people who made a massive income that they were not even making while working in a corporate job. The 8 hour training will show each step you need to take to also make your products attract more traffic and by default, more sales. He also shows how to make your SEO planning perfect so your rank higher in the system. The purchase of the product also comes with a membership to the Facebook that he created where he has his best examples of the people that made great success using Passion Blog Pro. Read more here...

Passion Blog Pro Review Summary

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Contents: Video Course
Author: Demetris Papadopoulos
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Women entrepreneurs want to see that you care

It's hard to pick up a newspaper or magazine these days without reading about yet another 18-year-old CEO en route to an initial public offering (IPO). It's easy to be lulled into believing that most successful entrepreneurs are under 30 and, considering that getting a young person loyal to a brand early gives them a greater chance of being brand-loyal for life, it seems to make sense to target young entrepreneurs. It's true that when young entrepreneurs choose a supplier, they are more likely to remain loyal. This stems partly from their lack of time to source new suppliers, but it also has to do with the feeling of having found a partner that extended its hand when they needed it the most. Young entrepreneurs can 9. Barbara L. Thrasher and Madelon A. Smid, Smart Women Canadian Entrepreneurs Talk about Making Money, Leadership, Management and Self Development (MacMillan Canada, 1998), 249. Figure 1.7 Average Age of Entrepreneurs But before you throw away all of your marketing...

Small Business Owner

Calling someone a small business owner in your marketing communications is a big mistake. Consider this the American Institute of Certified Public Accountants (AICPA) did a poll asking small business owners what they would do with a sudden profit of one million dollars. Ask some average consumers what they would do with a million dollars and they'll tell you about the exotic places they would visit, the European cars they would buy, and the homes they would build. Yet over 80 percent of small business owners would put that money right back into their companies. People who would forgo almost everything to see their businesses succeed do not take kindly to being referred to as a small anything. One game I like to play when I talk to small business owners is to ask them what they do for a living. The most common answer I hear is something that refers to their expertise I'm an architect or I'm in the computer business. Occasionally I hear a reply like I own a manufacturing business or I...

Myth and Reality in the Womens Market

Another way to slice the small business market is to have unique segments based on programs for special interest groups. We've seen this done with young entrepreneurs, Hispanic entrepreneurs, and Afro-American entrepreneurs. One of the most popular segments in this area is the women's entrepreneur market. A lot has been made of late about the growth in the number of women in the small business market. People cite statistics like the number of women entrepreneurs is growing at twice the rate as that of men and women run over half of all businesses. These statistics are parroted back in boardrooms According to the 1997 United States Census, the number of women-owned businesses grew by 16 percent from 1992 to 1997, while the average growth rate of small businesses was only 6 percent.3 This means that women-owned businesses are growing at two and one-half times the rate of the small business market in general. 4. U.S. Small Business Administration, Office of Advocacy, Characteristics of...

Carving off the Sludge

As a small business marketer, one of your first tasks is to size the market. You need to be careful here. Look at any press release relating to small business and you will see wild estimates about the size of the small business market. A large population of small businesses that make it into those estimates will never buy your product or service. In 1997 (the most recent data available for this writing), the United States Census Bureau calculated 21 million small businesses in the United States. However, a huge population of bottom feeders within that 21 million figure will never buy your product. They form the underbelly of the small business market, made up of get-rich-quick schemers, dreamers, and diet pill pushers. Go to any networking event for so-called business owners and you will find them lurking to take advantage of a new entrepreneur. You can see them advertising on the telephone poles of any major North American city you can't lose 30 pounds in 30 days and neither can you...

Step Forget about the Small Business Market

The first rule of marketing to small businesses successfully is to forget about the small business market. It doesn't exist. Think about it what does a dry cleaner have in common with a photographer, and what does either of them share with a biotech entrepreneur Very little, yet the United States Census puts them all neatly into a category called small business owners.

The Indiana Jones of the Business World

The media are quick to portray entrepreneurs as risk takers willing to put it all on the line for the promise of big rewards. They perpetuate the stereotype of entrepreneurs as people who throw caution to the winds to market products everybody told them would never fly, adventurers swinging from one life-threatening predicament to the next. But do entrepreneurs consider themselves risk takers Business owners acknowledge that an inherent risk accompanies what they do. But they accept it as a necessary trade-off for greater rewards such as freedom and financial gain. Many entrepreneurs tell me that in fact, working for someone else is much riskier than being an entrepreneur. They argue that business owners control their own destinies, whereas salaried workers are at the whim of their managers and could be let go for no reason other than to buoy the stock price. So be careful referring to small business owners as risk Business owners accept risk they don't seek it.

Why Small Business Trade Shows Are a Bad Aggregator

Don't waste your money sponsoring small business trade shows unless your audience is pre-start-up, wanna-be entrepreneurs. Legitimate entrepreneurs don't go within a mile of these shows. Even though the marketing of such shows talks about growth strategies and managing staff, the only people who actually go are nine-to-fivers looking for an escape hatch. Does this mean entrepreneurs don't like to network No, quite the opposite. In the United States, The National Foundation of Independent Business boasts over 600,000 members. Almost every city large enough to appear on a map has a chamber of commerce to help local business owners network. In fact, we worked with one bank whose most successful event of all time was a business card exchange in which they invited entrepreneurs from all over town to attend for the express purpose of exchanging business cards with other business owners. The result was a networking Olympics, an unapologetic schmooze fest for successful business banking...

Breaking the Barriers to Doing Business Online

In the late nineties, most of our Fortune 500 clients were investing heavily in building web sites. They believed that the Internet would allow them to service small business owners online, drastically reducing their costs of keeping small business customers happy. The Internet offered Fortune 500 companies the best shot at truly simulating the experience of one-on-one account management. The problem was that small business owners did not flock to the web to make their transactions, and (with a few exceptions) most sites were a major disappointment for their sponsors. So in early 2001 we conducted research in order to understand why small business owners were not buying online. We interviewed entrepreneurs who had purchased online using credit cards to ensure that our research would not be monopolized by a discussion about security. Security is a legitimate concern of entrepreneurs, but we wanted to see beyond that issue to uncover the other factors that stop entrepreneurs from...

Where Mountain Climbers Go Next

Harnish is an influential leader within entrepreneurial circles and has been studying and coaching entrepreneurs for his entire professional life. He co-founded the Association for Collegiate Entrepreneurs (ACE) and founded the Young Entrepreneur Organization (YEO). I wanted to understand from Verne what makes a Gazelle different and how Fortune 500 companies can reach Mountain Climbers when they reach Gazelle status. The following is a transcript from an interview that I conducted with Verne in the summer of 2001 If we look at the second attribute of effective leadership, the ability to delegate, one can understand why most firms have less than ten employees. Getting others to do something as well as or better than yourself is one of the hardest aspects of leadership, but necessary if you're going to grow the business. Thus most entrepreneurs prefer to operate alone or with a couple of people. To get to the next level of ten employees, the founders at least begin to delegate those...

Step Speak Their Language

Mow that you have segmented the market and found a way to aggregate small business owners, you need to start communicating with them. Talking to entrepreneurs is made more difficult because of the fragmentation of the small business market. No one formula guarantees effective communication with business owners. However, after moderating hundreds of small business focus groups and conducting thousands of interviews with entrepreneurs, we have discovered some general com-monsense guidelines that seem to extend across the entire small business market.

What Women Really Want

I am often asked what makes women entrepreneurs any different from men. Although it is always dangerous to generalize along gender lines, a strong likelihood remains that the women entrepreneurs whom you target are more likely to view their business with what Jim Collins and Jerry Porras refer to as Pragmatic Idealism. In their book, Built to Last, Collins and Porras encourage readers to embrace the genius of the and instead of the tyranny of the or. Collins and Porras argue that truly visionary companies embrace the notion that they can have their cake and eat it too. For example, visionary companies believe they can have profits and be environmentally responsible, and that two seemingly competing goals do not have to come at the expense of one another.8 Women entrepreneurs are more likely to view their companies in a more holistic sense and see their business as playing a larger, more idealistic role than simply producing profits. They often refer to their business and its...

Reach Out and Touch Someone

Some products and services, generally those that are complex or unfamiliar to small business owners, are tough to sell using traditional marketing strategies, so you must find a physical aggregator. I have seen companies try to pitch entrepreneurs everything from direct mail services to design services by phone or the web. Launching a direct mail program or designing a logo are relatively complex tasks involving many variables. Most owners would prefer to deal with someone personally. But marketers realize they cannot afford to offer one-on-one account management to small businesses, so they attempt to sell these complicated products through direct mail or the Internet. Such attempts fail because a more high-touch sales strategy is needed. A physical aggregator can help you explain a complicated product or service without all of the traditional costs associated with one-on-one account management. Entrepreneurs gather naturally in some places often the location of another small...

Small Business Marketing Campaigns That Resonate

As is explained in Chapter 3 of this book, no hard and fast rules exist for creating a small business marketing campaign. However, I do realize that small business marketers would like to see some recent examples of campaigns that captured the attention of entrepreneurs. For this reason I include this appendix, which features 10 interesting small business marketing campaigns from the last few years.

Key partnership insights

The popularity of this right-sized offering can be traced to functionality and a sizable built-in channel. Most small business owners aren't accountants. But they have to reconcile the books, observes Sandy Kraft, Group Product Manager, Online Transactions, at Intuit. Entrepreneurs would rather

Get Them Where They Live

Another good way to aggregate small business owners physically is to get to entrepreneurs where they live. Savvy small business marketers are starting to create their own aggregation sites in the most unlikely of places parking lots have become a great physical aggregator of small business owners. If strategically parked outside high traffic small business areas, a retrofitted 18-wheeler can be transformed into a mobile marketing center that can be used to go straight to entrepreneurs in their local community. Remember that small business owners read local newspapers and think about their businesses in the context of where they live. This can be difficult for Fortune 500 marketers because they are used to thinking nationally (if not globally) with their marketing initiatives. In the small business market, you need to flip your thinking upside down and think bottom up. e-Cities Tour, which featured a tractor trailer loaded with IBM goodies and staffed with smart Internet-savvy people....

The Biggest Segmentation Mistake

Even after you narrow down your target to legitimate business owners, you will be left with a group of customers who have very little in common. Even worse is that they don't see themselves as having much in common, either. Any good marketers worth their white boards will solve this issue by segmenting. The mistake most small business marketers make is that they segment attitudinally first. They reason that the market is too diverse therefore, they need to understand what makes different entrepreneurs tick. Madison Avenue calls this psychographics, a method that usually involves a slew of focus groups across the country. The result is a beautiful presentation lumping small business owners into a variety of segments that usually make marketers feel good for a while. Then it hits them they can't do anything with these profiles. Such profiles make for great cocktail conversation and executive presentations, but they are completely useless. Mapping a set of qualitative attributes back to...

Status without Symbols

Although some celebrated examples of entrepreneurs are known for their flashy displays of wealth, most successful Freedom Fighters are modest about their money, using it as an internal gauge of their success as opposed to an external beacon. Dr. Thomas J. Stanley describes this phenomenon in his book Selling to the Affluent.26 Stanley distinguishes between an affluent business owner and a wealthy professional such as a stockbroker or lawyer. Stanley suggests that the successful stockbroker or lawyer purchases prestige-oriented products as a badge of their superiority a symbol of their respectability and a way of labeling themselves as successful operators within a profession that society often discounts as somewhat less respectable (heard any good lawyer jokes lately ). This is in sharp contrast to the successful Freedom Fighter, who derives an enormous amount of self-confidence from the creation of a business. Combine what Maslow called self-actualization with the high levels of...

The Emotional Paradox of Mountain Climbing

Mountain Climbers tend to ride an emotional roller coaster in their business life, marked by exhilarating highs and punishing lows. I remember talking about entrepreneurship with a Mountain Climber named Grieg Clark. Grieg founded College Pro Painters as a university student and grew it to a 40-million North American operation. When I asked him what he would have done differently if he could do it all over again, he revealed the emotional roller coaster many Mountain Climbers are on I'd recommend entrepreneurs try not to ramp up so high on the highs and not crash so low on the lows.

They Almost Always Lie about This

Be careful if you decide to market to small business owners with a certain number of employees. Entrepreneurs consistently lie about how many employees they have. I remember one project in which a client was interested in understanding the differences between employer-based and non-employer-based companies. We decided to do a series of focus groups. Before we invited attendees to join us, we asked them how many employees they had. Business owners without employees were invited to the non-employer-based groups and anyone claiming to have employees went into the employer-based groups. About an hour into the night I asked them to describe the best advantage of running their own businesses. Three people said it was the ability to control their time. Two others liked not having a boss and two people liked the fact that they worked from home and avoided a commute. I started to become suspicious. Why were all of these so-called business owners working from home and motivated by controlling...

Your Mother Told You Never to Ask This

Most companies that build a database of small business customers and prospects want to capture information about each firm's annual revenue in an attempt to segment by size of business. This may be a tasty piece of information for you to know, but asking small business owners about their gross revenue is the equivalent of asking acquaintances how much money they earn or how they vote. Unless you have the kind of relationship that requires you to know, asking is rude at best. At worst, it could detract from the relationship you are building with your customers. I can remember one of our clients was trying to sign up small business owners for a new loyalty program the company had just launched. This client wanted to know the size of the companies that were signing up for the program because our client could then sell that information to the loyalty program's partners. The company asked applicants to reveal their companys' annual revenue upon signing up for the program. Just 30 percent...

Forget about the Foosball

The reality is that most small businesses are tiny operations that will never be anything more than a quaint pastime for their proprietors. According to the United States Census Bureau, of the 21 million companies in the United States, 74 percent1 do not have employees. That means these companies have no need for multiextension phone systems, group benefit plans, office space, or computer servers. So if your definition of small business is companies with 1 to 50 employees, you need to take the 21 million figure and peg it around 5.2 million prospects in your total universe (see Figure 1.1). Overestimating the small business market is a classic blunder made by even the biggest of companies. I remember a project in which a Fortune 500 credit card company called us in to analyze how they could attain a better response rate on their direct marketing efforts targeted at small business owners. The card being offered was a premium card with a very high credit limit, targeted at established...

Top versus Bottom Line

Mountain Climbers are defined by an intense inner need for personal achievement. Achievement in business means growth, and growth is usually defined in entrepreneurial circles by number of employees or top-line revenue. On the other hand, Freedom Fighters are less obsessed with achievement and therefore often don't feel the need to grow the top line at the expense of the bottom line.

Retail Is Not Dead after

Whether your idea of a branch is a kiosk in an airport or a big box store, small businesses like dealing with real people. Furthermore, in the absence of being able to send an account manager to them, having an account manager on hand in a retail store is often the best alternative. Consider the following Small Business Banker magazine surveyed small business owners and found that retail is the channel of choice for 71 percent of entrepreneurs.2 Retail is an expensive way to service the small business market. Depending on your industry, however, it may be the most cost-effective way to give small business owners a live person to contact.

Introduction and Historical Perspective

Kola Well Sg3

A notable advancement of the pneumatic drill was made in 1890 by C. H. Shaw Britannica on-line , a machinist from Denver, CO, USA, who invented the first hammering drill with air-leg feed (Mining Magazine, 2006). A significant improvement in pneumatic drilling was made in an 1896 invention by the entrepreneur J. George Leyner from Colorado, who introduced the hollow drill bit. In this arrangement, compressed air was blown down the center of the drill and out through the hollow drill bit. The air not only removed the cuttings from the hole, which improved the drilling efficiency, but also helped to keep the drill bit and the drilled formation cool. Drilling hazards in underground mines were very common. Drillers suffered respiratory illnesses due to breathing the released fine dust generated by drilling rocks. This problem of dust was substantially reduced by J. George Leyner, who suppressed dust formation by introducing water into the drilled holes. The application of diamonds as...

Mountain Climbers Freedom Fighters and Craftspeople

Your next step is to get inside the heads of the entrepreneurs in each of your buckets. Recently we completed an exhaustive attitudinal study in which we conducted 500 in-depth interviews with small business owners, attempting to gain an intimate understanding of their personalities. We found that we could categorize all small business owners into one of three attitudinal profiles. We dubbed them Mountain Climbers, Freedom Fighters, and Craftspeople. Of all 21 million small business owners in the United States, the proportion of Mountain Climbers, Freedom Fighters, and Craftspeople looks like the profile represented by Figure 1.14. Figure 1.14 Breakdown of Small Businesses Owners by Psychographic Profile Figure 1.14 Breakdown of Small Businesses Owners by Psychographic Profile Each of your customer buckets likely has all three types of entrepreneurs present, but the proportions can change from bucket to bucket. Mountain Climbers are so named because these entrepreneurs are motivated...

The See Touch and Feel Factor

We named the fourth barrier to online purchasing the see, touch, and feel factor, which in particular pertains to high-priced items such as office furniture, computers, and wireless systems. When it comes to big purchases, entrepreneurs often use the Internet as a research tool and then test products in the store. Their need to see whether that new chair will suit a trick back or whether that funky new cell phone model will fit comfortably into an overcoat pocket goes beyond the obvious large purchases represent a proportionately greater investment of time and money for small businesses than they do for large corporations. When an executive at a large company needs a new computer, he or she sends a message to the purchasing department. The individual in purchasing is paid to spend time investigating what product will best meet the executive's needs, negotiating a price, and setting a delivery date. If the new computer turns out to be a bad investment and must be replaced, the...

Why Small Business Chat Rooms Dont Work

I cannot count the number of times I have been in a meeting with a Fortune 500 marketing team and they suggest building a community of small business owners at their web site to create a loyal customer base. The theory usually goes something like this We'll build a community small business owners will come to our site to solve problems and get answers from their fellow entrepreneurs. We'll benefit from being the host of this little party in terms of stickier, more loyal clients. The theory sounds magical. In reality, creating a chat room and community at your web site to keep customers loyal almost never works for three reasons 1. Lack of credibility A Fortune 500 company lacks credibility hosting a community of small business owners. Why would small business owners gather at a bank's or a credit card company's web site when they can visit sites that offer advice as their core business and not just as a quaint loyalty ploy 2. Lack of independence When small business...

The Relationship Security Blanket

No matter how sophisticated and technically savvy small business owners become, many still want an account-managed relationship with their suppliers. Small business owners who use Internet banking will tell you that they love it for the convenience it provides, but they generally use the Internet for simple, day-to-day transactions, such as paying bills, checking bank balances, and viewing lists of cleared checks. Most maintain personal relationships with their banks in case they need to request a favor or investigate a transaction gone wrong. Furthermore, it's not just their bank manager relationship that entrepreneurs value. Small business owners foster relationships with as many of their important suppliers as possible. They use these relationships as a safety net in case they get into trouble and need a rush order or have to defer a payment temporarily until a receivable comes in. Because they do not make the volume purchases that large corporations do, small business owners must...

Street Credibility

So with such a tough group of salespeople on their hands, how are Fortune 500 marketers supposed to make their brands relevant to small business owners You need to get street credibility, that elusive halo that can mean the difference between an entrepreneur's taking your company seriously or passing it by and it is a very powerful force in the small business market. Clare Loewenthal, publisher of Australia's leading small business publication Dynamic Small Business Magazine (DSB), explains why her magazine has street credibility with Australian small business owners So, what if you work for a big company whose founder is a distant memory It's tougher to get street credibility, but it is possible. One marketer targeting would-be entrepreneurs is Johnnie Walker Scotch Whiskey. Johnnie Walker recently launched the Keep Walking Fund, which provides cash grants of up to 500,000 to budding entrepreneurs. According to Bruce Winterton, Group Business Director for the Johnnie Walker account...

The Cobweb Syndrome

The third barrier that keeps small business owners from buying from your web site is called the cobweb syndrome. The entrepreneurs we interviewed felt that big company web sites are not updated on a regular basis and do not necessarily reflect current pricing or product lines. As a result, they tend to rely on in-store visits to ensure that they see the latest models at the best sale prices. One entrepreneur in our study captured this phenomenon I always check my Saturday paper for the best deals. You don't get those deals online. This may not actually hold true for your web site but it is the perception small business owners have about shopping online for their businesses. Ironic, isn't it The Internet has allowed big companies to provide up-to-the-minute information to its small business customers, yet in the minds of entrepreneurs, it's old news Also take advantage of offline vehicles to help promote your newest online offerings. Because many small business owners think locally and...

Selling a Seller

One of the fundamental differences between a consumer and a small business owner is their knowledge of, and experience in, sales. The small business owner is a salesperson by definition. No matter how small a business or how untrained the owner, that owner must learn to sell and learn fast. But things are starting to change. Jennifer recently started a business from a spare bedroom in our home. She has only just dipped her toe into the world of entrepreneur-ship, but she has already started to talk about prospects lists, advancing the sale, and closing. This is my wife the one who hates selling, talking about closing. Like all small business owners, Jennifer has had to start selling. No matter how reluctant they are to do so, almost all small business people have to sell their products or services. Even if they don't like it, the painter still has to sell the paint job, the jeweler has to find customers, and the mechanic must sell repair services. No matter how uncomfortable they are...

The Guru on Gurus

MarketingSherpa.com's MarketingToSmaHbiz.com How to Market to Independent Professionals (Vs. Other Small Businesses), Practical Info on Marketing to the Millions of Small Businesses and SOHOs on the Internet 11, no. 02 (14 January 2001). who are in complete denial about being in business at all They don't call themselves entrepreneurs. An entrepreneur is somebody who wants to build a business who has some fantasy of having a little empire for themselves. Gurus are totally in it for lifestyle reasons. That is the thing you have to understand, or you'll miss the boat entirely. Lappin Marketers are constantly trying to appeal to these gurus as small businesses, and this totally turns them off. They hate messages like, Make extra income in your spare time or Here's how to grow your business because the business part is the part they don't like. Gurus are very practical. They understand they are in business, obviously, but that's not really what turns them on. They have three core...

Chris the Climber

I remember having lunch with a good friend of mine named Chris. Chris will have Mountain Climber on his gravestone. He is a chronic entrepreneur who started his first business in high school, a guitar repair company that he ran from his basement. When that wasn't enough, he moved on to open a retail store in his home town of St. John's, Newfoundland. He soon tired of that and began plans for a guitar manufacturing company. He spent five years working on a patent to reduce significantly the cost of manufacturing acoustic guitars. Eventually he built a 20,000-square-foot factory to build his guitars and is currently about to remake the acoustic guitar business around the world. One might draw the conclusion that Chris was rather rude for taking so many calls during lunch. In fact, Chris is possibly the most courteous person I have ever met oozing with Newfoundland hospitality and charm which is why this story is so illustrative of Mountain Climbers. You see, Mountain Climbers are early...

The Buzz on Buzz

One essential component to any aggregation strategy is the word-of-mouth talk that percolates whenever entrepreneurs get together in person. At its best, this word-of-mouth marketing, or buzz, can be the lubricant that spreads the word about a good product faster than any advertising campaign at its worst, bad buzz among entrepreneurs can be the acid that corrodes any chance of a marketing program's success. Whether they are at an association meeting, at a small business event, or in line at Staples, business owners talk. They value the opinions of their peers. They exchange stories about their businesses, compare experiences with certain products or suppliers, and offer each other tips on the best deals on everything from PCs to paper towels. In fact, The Young Entrepreneurs' Organization (YEO) arguably the most successful not-for-profit association serving entrepreneurs is built around the concept of peer groups known simply as forums. Each forum group is made up of 8 to 10...

Nuts and Bolts

Many of our clients experiment with event marketing as a way to aggregate the small business market. Done right, event marketing can be a great way to generate good buzz, position your brand in the vanguard, and collect a database of entrepreneurs for follow-up initiatives. But why do some events succeed while most fail to draw any real following to minimize the presence of those who are not real business owners. The second trick to organizing a successful event in the small business market is to impart business owners with practical information and tools they can immediately use in their businesses. I was fortunate enough to attend a program called Birthing of Giants offered by a partnership between MIT, YEO, and Inc. Magazine. Every year, 62 entrepreneurs from around the world are invited to attend this event that offers an intense four-day program. Watching the entrepreneurs in the room absorb the sessions revealed much about what business owners want from an event.

Target

Although AllBusiness serves the broader small business market (companies with 100 or fewer employees), the campaign focused on the group they call Evangelists. The Evangelist segment is comprised of business owners, entrepreneurs, and intrapreneurs whose inspiration and energy drive small busi-

Face Time

Would you like to see whether your customer service is keeping small business owners loyal or driving them away Get into the trenches with them. See where they work and understand their frustrations. A number of companies do this well In 2001 the people at Intuit launched a program in which executives shadow entrepreneurs for a day. American Express brings its team together with small business owners over lunch at customer appreciation days. And at UPS, managers have to spend time actually driving the delivery truck a fantastic way to gain understanding about what's going on at the customer level. If driving trucks doesn't appeal to you, consider developing your own small business advisory council or learning panel. Regular interaction with a cache of real-life entrepreneurs can provide a sounding board for your small business programs, as well as give you some face time with your prospects.

Think Fast

According to a recent study of 219 growth-oriented entrepreneurs and managers published in the Journal of Business Venturing Entrepreneurs are more likely than their managerial counterparts to be overconfident about the correctness of their decisions and more prone to make broad generalizations based on limited experience. While these trends may not seem flattering, they are the attributes that make successful entrepreneurs.24 Word-of-mouth Nothing speeds up the decision-making process for a Mountain Climber more than a solid endorsement from a respected peer. Get entrepreneurs talking about your product among themselves it is often all they need to decide on a supplier.

Driving the Economy

Talking about the economic contribution of the small business sector is great fodder for politicians, economists, and academics, but it does not win you any points with entrepreneurs. Pick up almost any marketing piece targeted to the small business owner and you are sure to find a gushing (if not patronizing) reference to their importance to the economy. The underlying implication is that if small business owners We know how much small businesses contribute to the local economy. That's why you can count on us to understand the challenges you face today and do what we can to contribute to your future growth and profitability. Major United States bank Small business owners like you are vital to the Canadian economy. So we've designed . . . Fortune 500 credit card company They are absolutely right collectively, the small business market is driving the growth of the economy. Individually, however, small business owners don't care. Maybe the fact that entrepreneurs don't think about their...

Go Ahead Doubt Me

We know that Mountain Climbers are motivated by growth. But where do they get that drive to achieve Many Mountain Climbers are well-adjusted entrepreneurs who happen to make their living running their own business. They are motivated by the desire to prove someone wrong usually an overly critical parent or a former boss. Dr. Stephen Berglas, management consultant and clinical psychologist from Harvard Medical School, calls it Entrepreneurial Avenger Syndrome. He describes a patient suffering from it in a recent Inc. Magazine article Lenny was driven by a demon that haunts many entrepreneurs rage at those who dared doubt him. While it helped drive him to succeed, his need to prove others wrong was so powerful that he couldn't begin to control it. Lenny was suffering from a perverse form of revenge-seeking. You might assume that people driven to such overpowering vengeful-ness would eventually outgrow it, becoming capable of achieving a sense of self-esteem independent of their I won't...

Reactive Buyers

The importance of finding an aggregator that allows you constantly and physically to be in the face of the small business market is underscored by the fact that business owners are reactive buyers. Unlike big businesses that operate from procurement schedules, forecasts, and well-laid plans, entrepreneurs buy your products and services when they feel the need. The process works the same way in other sectors. Small business owners feel the need for credit when they max out their lines. They need courier services when a package must arrive tomorrow. They want three-way calling when they have just scheduled a conference call.

Show Them the Money

If you still want further proof that entrepreneurs love their points, consider this in the same study, we asked small business owners who are members of one or more loyalty programs how they would improve those programs. Figure 4.3 How Entrepreneurs Would Improve Their Preferred Loyalty Program Source Warrillow & Co., The Impact of Loyalty Programs on the Buying Behaviors of Small Business Owners, Warrillow Report, Issue 04, Vol.01. and only 16.5 percent of the small business owners we surveyed said they would like to see more sponsors signed up. It was also revealed that 51.5 percent of these small business owners would pay a 50 annual fee to accelerate their program points or discounts. So rather than adding more partners or extra benefits to your loyalty program to entice small business owners further, you are better off appealing to their passion for points. You do not have to be an airline or credit card company to use loyalty programs to simulate account management in the...

Simulating Loyalty

And small business owners love loyalty programs, one of the great tax loopholes left for entrepreneurs. Small business owners sit in a kind of no-man's-land where they can use the spending power of their businesses to earn points much faster than most consumers. In addition, most small businesses are not large enough to qualify for formalized corporate discount loyalty programs that typically benefit the business with better rates and formal procurement systems, instead of airline points and a catalogue of gifts that benefit the owner. As a result, most credit card spending is put through on an owner's account and the owner uses all of those points as a tax-free perk (although some countries make small business owners claim points as a taxable benefit, very few entrepreneurs actually do). They redeem points for family trips and gifts they would never buy with after-tax dollars. In a study our company conducted about small business loyalty programs, we found that almost 80 percent of...

The Great Divide

A world of difference separates a small business owner with employees and one without, a statement that can be illus trated by an experience I had while working on a project for a big phone company. We studied two different sets of focus groups one was a cluster of small business owners without employees and the other set was composed of business owners with at least five employees. The differences were startling. The business owners who worked by themselves were generally unsophisticated in business matters. They had more in common with consumers than with other business owners. Their motivation to be entrepreneurs was flexibility and control of their time, their concerns generally centered around their work and a handful of clients, and they marketed their businesses through word of mouth and referrals. Their financial needs were limited to a credit card and a bank account with overdraft protection. When we then spoke with the business owners with five or more employees, the...

The Rule

Well, there's a company whose Canadian subsidiary has discovered that a 98 2 rule is a better fit for the small business market. NEBS (New England Business Services) sells business products to the small business market. Unlike many companies that have only recently started talking to entrepreneurs, NEBS has focused on small business since its inception and is a savvy small business marketer to watch.

Slaves to Service

Once you have found your simulator, you need to institutionalize, reward, and recognize customer service wherever a small business owner touches your simulator. It sounds trite, but one of the secrets to winning the small business market is ensuring that, however you simulate one-to-one service, you fortify your customer service capabilities. Investing in your servicing capabilities is simply a cost of entry you must be willing to pay, or your other efforts will be pointless. An hour before their flights, small business travelers who deal with biztravel.com get a message (called a bizAlert) sent to their pagers, providing them with gate information and updates on any delays or cancellations. Frequent-flying entrepreneurs can also download their itineraries to their preferred mobile device, thanks to another biztravel innovation called CalendarDirect. Dell offers a unique tracking service for deliveries, as well as an online service that allows the small business owner to type in a...

Key insights

Another potential stumbling block is the use of the ASP model. Traditionally, ASPs have met with limited success in the small business market. Most entrepreneurs are fiercely protective of their businesses and dislike the idea of storing mission-critical or sensitive data, such as financial records or client information, off-site. In addition, a significant number of small businesses do not buy software at all, pirating from friends, families, or members of their professional networks instead. However, small business owners, including physicians, may be more amenable to a vertical software application delivered via an ASP model. To begin with, vertical software is not as widely distributed, and therefore may be more difficult to borrow from personal connections. Tim Elwell, business development executive in IBM's health care unit, also points out that the ASP model will help streamline IT costs. According to a PWC Modern Physician study, a physician's office spends one to three...

Double Your Pleasure

Most Fortune 500 marketers targeting the small business market do not localize their messaging, even though today's direct-marketing technology makes it simple and relatively inexpensive. I can remember consulting with a major United States bank who had requested our help because it had been getting consistently lower and lower response rates on its direct-mail promotions. We examined the bank's product offering, which proved solid, and we established that it was working from a reputable list. Therefore, we focused our attention on how this bank was talking to prospects. The bank's direct-marketing copy was very generic, referring to small business owners and their financial needs. We suggested the bank make one change the company was to localize the copy to include the name of the city where the business owner lived on the outside of the envelope. For example, a business owner who lived in Denver would receive an envelope reading special offer for Denver business owners. Small...

Why it works

This campaign is an excellent example of targeting a vertical market in the small business arena. The media buy was extremely well targeted to reach this market. Industry verticals, when bought correctly, are a very efficient and effective way to reach the small business owner. For instance, 98 percent of the 575,000 subscribers to Farm Journal are small business owners.1 The use of traditional media rather than e-mail or web-based advertising reflects FMC's understanding of its market. A 1999 E-Market Dynamics study showed that only 33 percent of small businesses in agriculture and mining used email, as compared to 64 percent of all small businesses in the United States.2

Strategic play

Association with a well-respected small business brand QuickBooks. The ability to download QuickBooks credit card data automatically and categorize it is a key selling feature of the product. This enables small businesses to track expenses, manage their cash flows, and track tax deductible expenses in a quick, easy way. Beyond a recurring source of revenue, Intuit hopes to drive customer loyalty by providing small business owners with a new, value-added product. The card will also encourage software upgrades Because the credit card can be used only with QuickBooks 2000 or 2001 software, small businesses using a previous version must upgrade to reap the card's benefits.

The Intrapreneurs

When you market to small business owners, don't overlook the influence of the people who work for them. I remember sitting down to meet with a group of customers from an office-supply retailer. This company had invested handsomely to build psychographic models to understand the ways small business owners think and their attitudes towards growth. Soon after the conversation began, it became clear that the customers who were buying our client's products were not the business owners the company had so desperately attempted to understand rather, the retailer's best customers were office managers and receptionists at the targeted small businesses. This retailer had spent an enormous amount of time and money trying to understand the company owner's attitudes and idiosyncrasies, but this information was worthless because somebody else was making the buying decisions. Buying office supplies is one of the first responsibilities small business owners delegate to others. These marketers were...

Combining Strengths

The company that sells specialized bolts to auto mechanics doesn't have to worry much about competition in the small business market. The uniqueness of the product guarantees that small businesses will keep coming back for the company's wares. If you are a telecommunications company hawking high-speed Internet access or a credit card company with a small business offer, however, the landscape looks very different. Competitors run rampant, and they continue to undercut your prices with special discount offers and improved cus

Conclusion

Because the small business market is so fragmented, your traditional media buy needs to be supplemented with an aggregator. Find out where your bucket A customers gather naturally. The best aggregators are physical, but you may also consider a vertical or horizontal association or a place where small business owners gather virtually. Step 3 Speak their language. With such a fragmented market, no magic formula guarantees successful communication with small business owners. However, you need to learn a few general guidelines in order to avoid a land mine when you communicate with entrepreneurs. Step 4 Find a simulator. Small business owners see customer service as their lifeblood. As a result, they raise the bar for the customer service they expect of you. Individually, however, small business owners rarely underwrite the cost of the one-on-one account-managed relationship that they so desperately want. Your challenge, therefore, is to find a way to simulate...

All in the Family

Ethnicity of Business Owner According to a 1999 Deloitte & Touche survey, only 33 percent of family businesses think it is important that the business remain in the family.17 Eighty-one percent of family business owners cite profitability and customer satisfaction as Figure 1.13 Importance to Business Owner of Business Leadership Remaining in the Family Figure 1.13 Importance to Business Owner of Business Leadership Remaining in the Family 18. Charlotte Mulhern, Like Father, Like Daughter Women Are Running Family Businesses in Record Numbers, Entrepreneur Magazine, No. 2 (February 1998).

Craftspeople

Craftspeople are so named because mastering their particular craft motivates them. They do not think of themselves as small business owners or entrepreneurs. Instead, they think of themselves in the context of their particular skill or service as jewelers, plumbers, and photographers. The second factor that contributed to the growth of the Craftsperson category was the recession of the early nineties. During a recession, large companies go about creating leaner, more tightly run organizations by downsizing (ironically, becoming more entrepreneurial in nature). As a result, new and smaller start-up companies begin to blossom laid-off employees take their severance packages, along with their expertise, and start their own ventures. Figure 1.24 Breakdown of Small Businesses Owners by Psychographic Profile And in a Statistics Canada study, it was noted that, during the recession of the early 1990s, nine-tenths of the newly self-employed were entrepreneurs working on their own without...

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