START YOUR OWN BUSINESS IN HERTFORDSHIRE INDEX LOCAL CONTACTS STEP BY STEP HERTFORDSHIRE BUSINESS SET UP MARKETING 1 RESOURCES * How to start a business * Local business support * * Step-by-step guide * Useful Contacts * * Business planning * Business start-up resources * WEB/ONLINE How to Start a New Business in Hertfordshire START YOUR OWN BUSINESS IN HERTFORDSHIRE INDEX All orange menu items and the coloured tabs are live links Local Contacts Local businesses and organisations who are keen to help you if you run your own business or are thinking of doing so. Step By Step Is it for You? Your Business Idea Practical Considerations Common Mistakes STEP BY STEP However, starting a business is not to be considered lightly. There is an element risk of course. Managing this risk is a key element in success and comes in some part from being able to identify and put in place the vital resources that are needed to move the business forward. LOCAL CONTACTS More and more people are thinking about setting up on their own and who can blame them? The rewards can be tremendous, both interms of money and satisfaction. Contents INDEX Introduction Business Set Up Business Advice Business Planning Businesses Funding Accountancy Business Law Business Premises Business Networking Marketing Spreading the Word Graphic Design Print Marketing Sales & Selling MARKETING This guide has been designed to show you where that help can be found and to give you an overview of the key factors that may influence your chances of success. I sincerely hope that you find it useful and wish you all the best with your business. BUSINESS SET UP There is compelling evidence to suggest that those people who start a business with the support of external advisors and skills training have a more than 20% better chance of being able to grow the business and most importantly get the business to survive for longer. Web/Online Good luck! Andy Pringle andy@syob.co.uk Published by: Start Your Own Business Ltd PO Box 466, Eastleigh, Hampshire SO50 0AA enquiries@syob.co.uk Conditions: All copy and editorial are the property of Start Your Own Business and any unauthorised reproduction of our material is strictly forbidden. The views expressed herein are not necessarily those of Start Your Own Business Ltd or our advertisers. WEB/ONLINE Getting Online Search Engine Optimisation Online Marketing Social Media Useful Resources 2 RESOURCES Resources Clubs & Societies Business Publications Startup Websites START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS www.morgankeen.co.uk ___________________________ www.businesslink.gov.uk 0845 600 9 006 East of England Development Agency EEDA supports over 100,000 businesses each year by providing high-quality support, information, advice and funding. www.eeda.org.uk 01223 713900 Business Link East MARKETING All round business support in Hertfordshire BUSINESS SET UP WeвЂ™ll explain your financial affairs in clear, understandable terms - and we wonвЂ™t charge you the earth. www.businesslink.gov.uk/east 08457 17 16 15 STEP BY STEP Morgan Keen WeвЂ™re a friendly local firm of accountants who offer a personal, professional service but donвЂ™t use jargon. LOCAL CONTACTS Main Sponsor Business Link Business Link is a free business advice and support service, available online and through local advisers. Businesslink.gov. uk helps your business save time and money by giving you instant access to clear, simple, and trustworthy information. It is developed in partnership with subject experts within government and relevant business-support organisations to help you comply with regulations and improve your performance. Whether youвЂ™re starting up, already running a business, or looking to grow and develop, Business Link can help you. Last year over 108,000 businesses used Business LinkвЂ™s expert services. Many said that the free, independent and impartial help they received had a significant and positive impact on their business. From free one-toone business advice, free skills workshops, start-up support and in-depth business reviews, the people at Business Link can help prepare you and your business for future growth. INDEX Useful Contacts Wenta offers affordable workshops and ofп¬Ѓce space, virtual ofп¬Ѓces, meeting rooms and a wide variety of And FREE start-up business advice training and development courses. www.wenta.co.uk 0845 026 2081 www.myincubator.co.uk *Terms and Conditions apply 3 RESOURCES 0845 371 0891 WEB/ONLINE & workspace for 3 months* with My Incubator вЂ“ Watford. START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS INDEX LOCAL CONTACTS STEP BY STEP BUSINESS SET UP MARKETING WEB/ONLINE RESOURCES 4 START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS 01707 398 400 Inspire Management 01462 424367 Organisation for Responsible Businesses ORB is a business membership organisation for businesses that want to stand out from the crowd: for businesses that believe ethics and values are important; for businesses that consider people and the environment in 5 Watford and West Herts Chamber of Commerce The Watford and West Herts Chamber of Commerce is one of the fastest growing chambers in RESOURCES www.hertschamber.com www.outsetherts.co.uk 01223 421585 WEB/ONLINE Hertfordshire Chamber of Commerce and Industry Hertfordshire Chamber of Commerce & Industry offers members access to a wide variety of cost effective benefits in addition to our FREE TO MEMBERS 24 Hour Legal Advice Line and Insurance Scheme www.tristart.co.uk Outset Herts Outset Herts is a Government funded organisation that offers free training to Hertfordshire residents that are looking to get back into work and would like to learn more about self employment and enterprise. Delivered by our expert advisors in friendly workshops across Hertfordshire, Outset Herts is the best place to begin your journey. MARKETING www.fsb.org.uk 01908 560 376 www.inspiremanagement.org.uk 01767 682472 TriStart The TriStart service begins with a simple questionnaire and ends with a personalised report featuring detailed recommendations specifically tailored to you and your business. Your input alone leads to TriStartвЂ™s intelligent assessment tool comparing your state of readiness and overall commercial position with hundreds of other start up and early stage ventures. TriStart helps to minimise the risk of failure and develop a solid foundation on which to build and grow a successful business. BUSINESS SET UP Federation of Small Businesses (FSB) - Bedfordshire, Cambridgeshire and Hertfordshire The Federation of Small Businesses is the UKвЂ™s largest campaigning pressure group promoting and protecting the interests of the self-employed and owners of small firms. Formed in 1974, it now has over 200,000 members across 33 regions. In addition, Member Services is committed to delivering a wide range of high quality, good value business services to members of the FSB. Regional organiser: PO Box 7426, Milton Keynes, MK19 6WN www.orbuk.org.uk 01702 468387 STEP BY STEP 0845 094 0310 their business decisions. Being a member of ORB, using the Responsible Business Member logo and having an entry in the Responsible Business Directory is a great way to market your business and is an asset to any qualifying business. LOCAL CONTACTS http://www.embg.co.uk Associates Inspire Management Associates is a local management advisory service specialising in supporting small and medium sized businesses as well as not for profit organisations. With over 25 years Chief Executive experience in the not for profit, public and private sectors my services include interim management solutions, business health checks, problem solving, crisis management, turnaround management and mentoring for Directors. We also offer clients our unique telephone consultancy service which can be bought in units of just one hour. We aim to always provide a high quality cost effective service that will really make a difference to your business. Our special offer for start up businesses is buy one hour of telephone consultancy and get the second hour for half price. INDEX Ethnic Minority Business Group The companys objectives are to promote, advance and coordinate the interests of the ethnic minority business community in their trade, business or professional activities, to facilitate the integration of these businesses into the mainstream and to carry out such activities that may be necessary or expedient in order for the company to achieve this. START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS INDEX 'Helping to make sense of business' We offer free 2-hour 1:1 business mentoring sessions to pre-start businesses and those in the first year of trading. The sessions are conducted at your place of business or home (your preference) and can cover any aspect of business based on what you feel would benefit you most. вЂњI honestly cannot think of anything else that could have been better for me.вЂќ вЂњ...fabulous style, clear, patient & informativeвЂќ вЂњOverall a really excellent session!вЂќ 6 RESOURCES harlowbusinessmentors.co.uk WEB/ONLINE We make three sessions available each month and these can be applied for by visiting our website. Our Bitesize Business Briefings are free 2-hour interactive sessions for up to 8 people. Attendees have said about them; MARKETING Free Mentoring BUSINESS SET UP As well as working with other agencies to accelerate the development of the M11 Corridor as a thriving and dynamic centre for enterprise, we provide bespoke support to businesses using mentoring to contextualise the array of information available to those embarking on setting up a business. Subjects such as business planning, marketing, social media, networking, finance, sales techniques are all covered. Our extensive network of associates means we can also suggest very specific expert support for businesses operating in our area. STEP BY STEP Based in Harlow, HBM is a venture between two local businessmen вЂ“ Chris Greenhill and Ian Hudson вЂ“ who share a commitment to supporting the improving economic health of Harlow and the surrounding area. Between us we have a wealth of practical knowledge about doing business in the area ranging from micro businesses to global corporations and spanning all three sectors. LOCAL CONTACTS Harlow Business Mentors START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS 01379 651161 www.4networking.biz WomenвЂ™s Business Development Agency Help you take control of your life by providing the specific support and advice you need to start and sustain your own business. Our website tells you all about us and the free advice and training services that we offer both faceto-face and online. Viva Networking Viva Business Networking is not just another networking group. Now in our third year we have established a strong network of companies, created an ethos of support and spirit of generosity. We are a mixed networking company with no professional lock-out. We are a networking service and help you get the business you need. watfordchamber.co.uk 01923 442442 Young Enterprise With more than 40 yearsвЂ™ experience, Young Enterprise is the UKвЂ™s leading business and enterprise education charity. The businesses and volunteers that support Young Enterprise take an active role in building a better-motivated, educated and enterprising workforce, at the same time making a real difference to the existing lives and future potential of young people who live and attend school in their area. www.young-enterprise.org.uk 01865 776845 ___________________________ Business Networking 4Networking 4Networking gives you the essentials you need: People, Appointments, Business and Support. The 4N culture is relaxed and friendly, with a complete lack of pretension and 7 01442 382682 1230 The WomenвЂ™s Company 1230 The WomenвЂ™s Company is an effective, dynamic network of meetings and events where likeminded business women meet to inspire, share experiences, strengthen and grow their businesses through building trusted business relationships. 1230 TWC is totally committed to providing opportunities for business women to increase business. Gain all the benefits of 1230 TWC by becoming a full member both on-line and off-line. Join us and hundreds of other business and professional women in one of the most effective and friendly networking organisations. The 1230 TWC Franchise enables you to run your own supported 1230 TWC business www.1230.co.uk 020 8650 8015 BNI RESOURCES Womans Work WomansWork is a new monthly one-stop resource for women. Providing support for start-ups, the self-employed, www.viva-networking.co.uk WEB/ONLINE 0845 371 0891 02476 236111 MARKETING www.wenta.co.uk www.wbda.co.uk BUSINESS SET UP Wenta Wenta has been serving the small business community for over 25 years, supporting enterprise and assisting the growth and development of the small business sector. Wenta is able to offer a range of office and workshop units across Hertfordshire (Watford, Potters Bar and Stevenage) all available on a flexible, monthly let terms. Businesses can also take advantage of our virtual office and mailbox services on offer. WentaвЂ™s advisory services include access to Free business starter workshops, specialist courses for the unemployed, business advice (covering general start-up issues and specialist tax or legal issues) and вЂ�My IncubatorвЂ™, a business incubation facility in Watford, Potters Bar, Stevenage and Luton. In addition to this Wenta run a number of programmes aimed at inspiring young people and giving them the confidence to make their ideas happen. WentaвЂ™s education team work with local schools, colleges and universities to promote enterprise and entrepreneurship. STEP BY STEP www.womanswork.co.uk вЂ�cufflinksвЂ™вЂ¦plus you stay in control: network where you want, when you want. 4Networking is 50% business, 50% social and it works. Just be yourself, youвЂ™ll be very welcome.To join 4Networking, the UKвЂ™s largest joined-up business network, visit: LOCAL CONTACTS those wishing to get back into employment or facing redundancy and established business women in the Norfolk, Suffolk, Bedfordshire, Essex, Hertfordshire and Cambridgeshire areas. INDEX the country. We are a powerful, independent voice for a vibrant business community, committed to optimising the benefits and opportunities for all our members. Our business is to enable your business to grow by providing a wide range of events and services. START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS вЂўSaveonyourservices вЂў10%extradiscountonyourenergy вЂў10%extradiscountonyourtelephonyservices вЂўUptoВЈ200tohelpyouswitch вЂўCashBackonyourofficeexpenses andpersonalpetrol Onecallisallittakes! WEB/ONLINE Gordon Ensor ALLY UTILI OUR TIES ON ONE BILL MARKETING вЂўAward-winningcustomerservice BUSINESS SET UP You could benefit from: STEP BY STEP The Utility Warehouse offers the full range of utilities. They can save your business money and make your life simpler in the process. LOCAL CONTACTS and get all your utilities on one bill INDEX Slash your office costs 0808 1476910 (Free) gordonensor@uwclub.net http://www.utilitywarehouse.org.uk/g11501 8 RESOURCES Some benefits apply only to customers with вЂ�Gold StatusвЂ™ (ie. customers who apply for four or more main services, and pay by Direct Debit). Charges, terms and conditions apply. See the Utility Warehouse website for full details. START YOUR OWN BUSINESS IN HERTFORDSHIRE LOCAL CONTACTS 01753 842142 Viva Networking Viva Business Networking is not just another networking group. We have a knowledgeable team of dedicated event hosts who offer you a networking service. We are all passionate about networking and we understand the real value of it. We are enthusiastic and really enjoy uniting business owners and managers in a friendly and productive environment. We meet the real needs of business owners who wish to develop their business contacts and their business. Our company offers business networking training and support in your business development through the networking events you attend. This is ongoing and 9 watfordchamber.co.uk 01923 442442 WIRE (Women in Rural Enterprise) WiRE is an organisation for rural women in business, offering a dynamic member package for women in rural enterprise including; WiRE Local Network Group, a quarterly glossy magazine, monthly e-newsletter and countless marketing opportunities. www.wireuk.org Women In Business Network (WIBN) The Women in Business Network is about putting like minded women together in a structured yet informal environment to help generate more business for one another. www.wibn.co.uk RESOURCES Media Volt Online community bringing people together from all sectors of the Media industry to spark new ideas and relationships, creating prospects for those trying to break into the industry, and www.refer-on.com Watford and West Herts Chamber of Commerce The Watford and West Herts Chamber of Commerce is one of the fastest growing chambers in the country. We are a powerful, independent voice for a vibrant business community, committed to optimising the benefits and opportunities for all our members. Our business is to enable your business to grow by providing a wide range of events and services. WEB/ONLINE 01206381482 Refer-On Benefits from Refer-OnMembers are Business Owners and Leaders of start-ups & small-tomedium businesses, Independent Professionals or Public Sector leavers and those leaving the Services. They are encouraged to meet on a weekly basis, usually for breakfast, to maximise time effectiveness. 01442 382682 MARKETING thebusinesswomansnetwork.co.uk/ herts www.primebusinessclub.co.uk www.viva-networking.co.uk BUSINESS SET UP BWN The B.W.N runs business focused networking events in Essex, Norfolk, Suffolk and Hertfordshire aimed at Business Women and we are happy to promote you across our entire network. From sole traders and SMEвЂ™s to Blue Chip organisations and professional institutions business women attend B.W.N events to connect with people, raise their profile, learn new skills and ultimately make business more successful. No membership fees, no block outs. Everyone that comes along is considered a member. Business focused networking events that genuinely work. PRIME Business Club Enterprise is not just about youth. People of any age can set up in business, but it is particularly useful for the over 50s as there are not a lot of other options. Despite legislation supposedly outlawing age discrimination, older people still face difficulty finding an employer willing to give them a job. STEP BY STEP 01923 891999 http://www.mediavolt.co.uk doesnвЂ™t end after a networking event, it is a continual cycle of helping you to get the most from networking events. We are a truly connected business network and we link all members to all events. We are a networking service and help you get the business you need LOCAL CONTACTS www.bni-europe.com creating new opportunities for those already experienced in the industry. INDEX BNI is a 24 year old business and professional organisation that allows only one person from each trade or profession to join a chapter. With over 5,291 active chapters, and 111,733 members, it is the most successful business referral organisation in the world. Belonging to BNI is like having dozens of sales people working for you because all the other members carry copies of your card with them. When they meet someone new that could use your products or services they hand out your card and personally recommend your services. Check their Country Finder page to see if there is a Chapter in your area. START YOUR OWN BUSINESS IN HERTFORDSHIRE STEP BY STEP LOCAL CONTACTS If you answered вЂ�yesвЂ™ to all of the above questions, you are either perfect for the role or you have an unrealistic view of your own capabilities/situation. If like most people, you have some вЂ�noвЂ™sвЂ™, do not be put off - simply review those questions and ask yourself how you can turn the вЂ�noвЂ™sвЂ™ into вЂ�yesвЂ™sвЂ™. STEP BY STEP Why are you doing this? Many people think that the reason for starting a business is to make a fortune. Whilst this is certainly true for some, the majority of small business owners probably earn less than their employed counterparts. Independence, creating something new, flexible hours, and personal satisfaction are long lasting incentives. The desire to make money is not usually enough by itself. Are your circumstances suitable? Are you the right type of person? There are no formal qualifications required to start your own business and anyone can have a go. The truth is that only the most determined and hard working people survive. You will need to master a multitude of new skills but if you love what you are doing or can convert a hobby into a business you stand a much better chance of success. Do you have support of family and friends? Are you the right type of person to start your own business? This list of questions, if answered honestly, should help you find out. Stress and lack of money can put a strain on any household. It is best to make sure that your nearest and dearest are 100% behind you before you begin. Answer the following questions with yes or noвЂ¦ Q. How well do you get on with other people? Q.Are you a self-starter? Q. Are you persistent? Q. Are you healthy? 10 RESOURCES Top tip! Although your venture may occupy the greater part of your brain for much of the time, try and make sure that it is not to the exclusion of those around you. It is very easy to become a business bore (as my wife will testify!). WEB/ONLINE Working for yourself can also provide a realistic alternative career if your circumstances make it difficult to find or hold onto a job. The flexibility and wide range of choices make it possible for virtually anyone to set up on their own. Single parents, people with disabilities, the unemployed and ex-offenders may find that this is a way to support themselves without the need for benefits. MARKETING The upside can be: freedom; no superiors, the opportunity to do something that you love; and the possibility of making lots of money. This is why so many new businesses are formed every year and that as many as one in five of the working population would also like to work for themselves. This overview should give you an idea of the key subjects that you should consider if you wish to transform your idea into a sustainable business. BUSINESS SET UP Being self-employed or running a business does not suit everyone. You need to have a passion for what you are doing; you may have to put up with stress; loss of sleep; and lack of money. Sounds great doesnвЂ™t it? INDEX Setting Up On Your Own Q. Are you a leader (or a follower)? Q. Are you prepared to cold call/sell? Q. Are you financially stable? Q. Are you prepared to take (calculated) risks? Q. Are you prepared to take professional advice? Q. Are you really serious about the idea? Q. Do you have the support of your loved ones? Q. Do you have experience in this type of business? Q. Do you have self-confidence? Q. Can you handle stress? Q. Are you prepared to work long hours? Q. Can you take criticism? Q. Do you complete checklists? (Only joking!) START YOUR OWN BUSINESS IN HERTFORDSHIRE STEP BY STEP When you are excited about the prospect of stating your business, the planning stage can seem tiresome, however I cannot overstate the importance of this part of the process. Researching your idea thoroughly, preparing a business plan, and a cash flow forecast are vital components of a SUCCESSFUL business (even if you do not need to approach a lender for money remember, this is for YOU). Did you know? Enterprising student Alex Tew sold enough pixels to fund his way through university. Tew, 21, decided to offer pixels for a buck on his www.milliondollarhomepage.com as part of a cunning scheme to raise cash. What are your skills? Think very carefully about your strengths and weaknesses and be honest with yourself. You are unlikely to be able to do everything yourself - certainly not effectively. A successful Business requires sales, administration, accounting, and strong marketing, as well as the core trade/product/ idea/profession. The way to succeed is to вЂ�do all the bits that you can do well, and get help for the restвЂ™. Research your idea and your market Are you going to start from scratch? Setting up something completely new can be extremely exciting - but challenging! With so many different things to think about, it can be easy to overlook something. (See our list of the top ten mistakes.) Top tip. Learn as much as you can about your competition or how similar businesses work in other areas (there is no better way to find their strengths and weaknesses). Buy a business? Start Networking Networking is a great way to make new business contacts (and to put on weight). Often run as breakfast, lunch or social events, it is an opportunity to get to know other local business people and if handled correctly, may ultimately lead to more custom. There will be many formal and informal networks near you. Your local Chamber of Commerce may be a good starting point but there are also plenty of national and local networks. It is a good idea to try a few to see which suit you best before committing to a joining fee. Top tip. Do not вЂ�sellвЂ™ to everyone who you meet this is likely to put them off you and your business rather than entice them to buy from you. Your chances of obtaining new business are far greater if you genuinely try and find ways to help them. 11 RESOURCES Franchising is the granting of a licence by one person (the franchisor) to another (the franchisee), which entitles the franchisee to trade under the trade mark/trade name of the franchisor. The franchisor will receive an initial fee from the franchisee, payable at the outset, together with on-going management service fees, usually based on a percentage of annual turnover. In return, the franchisor has an obligation to support the franchise network, notably with training, product development, advertising, promotional activities and with a specialist range of management services. WEB/ONLINE Buy a franchise? MARKETING Buying an existing business is a good way to leapfrog much of the set up process. Although the cost of purchase may be higher than if you started from scratch, you do gain a trading concern from day one and should be able get a realistic idea of the potential turnover/profits from the audited accounts. BUSINESS SET UP Time spent on researching will be valuable whatever you discover. Do not be afraid to find bad news - it is better to uncover direct competition or flaws in your plan at this early stage rather than when it is likely to cost you real money. Use the Internet, books, magazines, trade press, and libraries. Talk to business advisors, friends, relatives, and other business people. STEP BY STEP Top tip. There is a temptation to worry that someone else will вЂ�get in firstвЂ™ - however this fear is usually completely unfounded. Do not rush - it is better to take your time and get it right. LOCAL CONTACTS Planning Whether you have identified a gap in a market, are planning to buy an existing business or buy a franchise, you need to make sure that the idea is viable and the next set of questions are designed to help you consider your options. INDEX Business Idea START YOUR OWN BUSINESS IN HERTFORDSHIRE STEP BY STEP There are plenty of sites on the web that try and sell you sample plans but be extremely wary before parting with any cash. Some of the more sector specific examples may be useful, but you should be able to find free templates if you have a hunt around. Alternatively, your bank or accountant will almost certainly give you one without charge. Many times it is harder to name a new business than we think the process will be. It seems like you should be able to come up with something catchy that you like the sound of and run with it, but it isnвЂ™t that simple. You must investigate the possibility that someone else has already chosen that name, and, if so, what rights they possess to use that name in the area/market you will be serving. Did you know? One advisory agency undertook a survey of local people whose businesses had failed to start or had ceased trading in the early stages. It transpired that over 90% of them admitted that they did not have a business plan. Create a Cash Flow Forecast Accountancy Top tip. Most businesses have peaks and troughs - planning ahead will help you survive the quieter times. A landscape gardener may be well advised to save some of the summer income to carry through the winter months when work could be harder to find. How does this relate to you? Legal matters Setting Up Making sure that you are completely prepared for вЂ�take offвЂ™ involves a great deal of thought and planning. The more that you can do in advance, the more time that you will have later to concentrate on actually running the business. 12 RESOURCES Top tip! This is an exciting stage and enjoyable because it is within your control and usually involves making other people happy by giving them money. Do not get carried away with expenditure and never stop thinking about where your income is going to come from. WEB/ONLINE There are numerous areas of the Law that may prompt you to seek professional legal assistance. Company /commercial issues, commercial agreements / contracts, company and business sales and purchases, company incorporation / business startups, contract advice, joint ventures, mergers, acquisitions and disposals, minority shareholder rights, partnership agreements, raising capital, share schemes, shareholder agreements, terms and conditions of business, restructuring your business, agency & distribution agreements, franchise agreements, commercial property issues. MARKETING Keeping track of income and expenditure is vital to the financial health of any business, as is complying with the demands of the taxman. Careful planning, bookkeeping, and compiling annual accounts are often best left to someone with the required experience and skills - an Accountant or qualified bookkeeper. BUSINESS SET UP One more recent but extremely important consideration is whether a suitable domain name can be acquired for your website to tie in with the name of your company. If your business will be operating on the Web, your trade name might be your domain name. There sites that allow you to check to see what names are still available. Sadly, money rarely comes in or goes out at the most convenient time (for example you may have to pay for your stock before you can sell it). A cash flow forecast will help you work out roughly what you can expect financially in the future - even if some of it will be based upon guesswork. This is vital information, particularly if you are planning to borrow money - it is best to plan for the maximum amount that you will need rather than having to keeping going back to your lender asking for more. STEP BY STEP You can check this by looking in your local Directory/Yellow Pages and searching on Google. If you are planning to start a limited company, you will be able to check with Companies House to see if your preferred name is still available. LOCAL CONTACTS Naming Your Business INDEX Prepare a Business Plan START YOUR OWN BUSINESS IN HERTFORDSHIRE STEP BY STEP IT Stationery LOCAL CONTACTS A well set-up office, the equipment, the systems and the environment all contribute to making you and your business more efficient. Instead of cobbling together your office as you go along, plan it properly from the start. at risk of brain conditions including AlzheimerвЂ™s disease, texting can lead to repetitive strain injury and an eminent Doctor has reported that too much use of a Blackberry could result in osteoarthritis in your thumb. DonвЂ™t you just love progress? INDEX Office Equipment There is a massive cost difference between buying small and large quantities of stationery. Calculate what you are likely to need to cover you for a reasonable period and then shop around. Compare local wholesalerвЂ™s prices as well as Internet/mail order. Insurance Top tip! Repetitive strain injury (RSI) is becoming increasingly widespread as we spend more time using computers. The following website offers useful pictures showing the correct posture to adopt if you want to avoid this painful ailment http://ergo. human.cornell.edu/AHTutorials/typingposture.html Furniture Did you know? Arson is the most financially crippling crime small businesses can face; a report showed that it accounted for 40% of crime related insurance payouts to businesses. (AXA Insurance) Summary There is plenty to think about if you want your business to stand the best chance of success. Many of the topics touched upon in this section are explained in more detail further on in this guide. However, we would strongly recommend that you make the most of the professional business advice much of which is free - that is available in the area. WEB/ONLINE Quote, unquote! вЂњWe donвЂ™t blame our competitors for charging less for their furniture. After all, they should know what their stuff is worth.вЂќ (Anon) MARKETING Your business space should be planned carefully, as the right equipment and furniture will not only save you time and effort, but money, too. Old or inconvenient furniture results in a messy workspace, loss of productivity and can eventually lead to back or wrist pain. When you depend on yourself for your income, any time you are not working to your full productivity, you are losing money. That is why most business owners need to pay special attention to their furniture, choosing the one that provides top performance. BUSINESS SET UP For peace of mind, please carefully consider whether your business needs insurance. It is one of those costs that sometimes can be вЂ�savedвЂ™ but then prove costly later. The types of insurance that you may be applicable are: Public Liability (essential if you are dealing with members of the public), Employers Liability, Professional Indemnity, Key Man, DirectorвЂ™s Insurance, Equipment, Buildings & Contents Cover, Motor Insurance, Goods in Transit, Legal Expenses Insurance. Speak to a reputable broker if you are in any doubt. STEP BY STEP With most people, starting a new business means investing blood, sweat and tears into their new idea and working hard to see it grow into something to be proud of. It usually also means investing a fair amount of money. If this hard earned cash is invested in the wrong area it can quickly disappear. This is particularly relevant when it comes to IT. Neither the hardware, software nor support come cheap and if you get it wrong you can suddenly find a large hole in your finances replacing the wrong systems. Telecomms RESOURCES Advances in technology have dramatically changed the way that we communicate with each other. Mobile phones, broadband Internet and wireless technology all have a part to play in a successful modern business. Did you know? One report claimed that radiation emissions from mobile phones could place users 13 START YOUR OWN BUSINESS IN HERTFORDSHIRE COMMON MISTAKES - Holding costs (of products or inventory): If inventory is required, housing, insuring, and handling inventory can become expensive. While this seems to be easy to avoid, this is one of the most common start up mistakes. One distinct advantage of the home based business is low overhead, but many of these business owners buy services they donвЂ™t really need, or max out their credit cards on equipment, computers, mobile phones, PDAs, copiers, printers, and other gadgets. DonвЂ™t buy anything unless you know you need it. Whether you are planning to turn your hobby into a business or you have global aspirations, many of the pitfalls in the early stages are very similar. Lack of Knowledge Most people do not lack the knowledge about the industry they start a business in, but about business in general. Just because you know your stuff at your job, does not necessarily mean you could succeed on your own. Leaving a job to start a business even in the same industry means: DonвЂ™t get caught! Business owners face challenges every day. Here is a quick checklist of the some of the most common traps that you need to avoid. Not Enough Capital When you are employed, your true responsibilities and liabilities are limited. Mistakes could be another departmentвЂ™s fault, or when a client sues your employer, even if you were involved, you might have no real personal liability. In your own business, the buck stops with you. You have to answer to every dissatisfied customer and deal with every new challenge. The buck stops with you This one is huge. So many people get overwhelmed quickly in their own business because they did not account for the seemingly boundless obligations. - Re-occurring costs: Utilities, telephones, outsourcing, insurance, business licenses, etc. (Notice that some start up costs are also Re-occurring costs.) - Advertising/marketing costs: Here are some of the biggest pitfalls for small business owners. 14 RESOURCES - Start up purchase costs: Equipment, furniture, insurance, business licenses, etc. While on your job you might be responsible for purchasing, in your business youвЂ™ll also have to fill all the other roles such as customer service, human resources, management, custodian, delegator, administrator, file clerk, office manager, payroll administrator, consultant, and CEO. WEB/ONLINE You wear all the hats MARKETING Assessing small business start up costs is tricky. Most business owners project operating costs to the point of break-even. (The break-even point is when the daily or monthly income from the business equals the daily or monthly expenses to stay in business.) What start up costs should include is all the costs required to open for business, and all the operating costs to the point of profitability. This means that the вЂ�break-even point,вЂ™ should be when the owner estimates he or she will be able to get paid the minimum salary required. Estimating start up costs should include the following: BUSINESS SET UP Not only that, they have been faced by hundreds of thousands of start ups that have gone before you. Here are some of the most common traps, to help you avoid having to experience them first hand. STEP BY STEP Common Mistakes Spending Too Much LOCAL CONTACTS - Product or inventory costs: The purchase and/or financing costs of inventory. INDEX Even big businesses often have no idea how much they will need to spend in advertising dollars to bring in enough business. Most can only estimate this based on experience. . START YOUR OWN BUSINESS IN HERTFORDSHIRE COMMON MISTAKES You need to know what laws your business is subject to. This includes licensing and permits, employees, insurance requirements, tariffs, taxes, payroll withholdings, record keeping, and more. Sometimes business owners fail to recognize mistakes, but even worse, when they do spot them, they do nothing. This happens for several reasons. If the business owner has come from an employment position, many times he or she does not fully grasp that the buck now stops with them. They are used to someone else taking the responsibility. These owners often become immobilized in the face of a blunder, and do nothing. This is where a business mentor can be a lifesaver. Every new business owner should have one or more seasoned mentor to turn to in turbulent times. Not Adequately Defining the Market A small business can easily exhaust all capital in advertising. Whether itвЂ™s traditional print ads or pay per click, if the target market is not reached, the mistake could be realized too late. Mismanagement Refusing to Delegate Not Having Contacts and Services in Place There is nothing worse than needing a contact for a business transaction, and losing the deal before you can find the help. Having no or poor subcontract services can leave you scrambling to find help. There is an enormous amount of information required to operate a business. Time Management * Administrative Techniques * Advertising. Effectiveness, costs, creation, monitor * Bookkeeping - record keeping * Financial management, profit and loss * Law * Marketing * Personnel management * Networking * The product or service itself You have to be self-motivating This search alone can be enough to hurt a small business. When in a pressure situation, many owners take shortcuts, make poor decisions, and choose subpar services. Ineffective Marketing This mistake can include inefficient marketing, poor content, ill timed advertising, wrong target market, and overspending, and many more. WEB/ONLINE When youвЂ™re an employee, you have a job description and someone is usually telling you what to do, directly or indirectly. You will be in charge of your own actions as a small business owner. You canвЂ™t just wait for business to happen. Becoming self motivated with the kind of discipline needed to run a small business can be a tough adjustment for people coming from long term employment. MARKETING Time is money. There are so many distractions in todayвЂ™s world of business. Few people manage their time effectively. All the conveniences such as phones, PDAвЂ™s, email, the Internet, online meetings and software updates, can consume your time if not used wisely. The home-based business can even face additional interruptions from family and chores. BUSINESS SET UP Small business owners are usually вЂ�take chargeвЂ™ people. They know their businesses better than anyone else and can do most every job. In the beginning and as their business grows, these owners often retain duties and responsibilities far beneath their capabilities and not in the best health of the business. As a small business owner, you must decide which jobs would be better off delegated or out-sourced. Do not hang on to any duty, which would be better delegated. STEP BY STEP New small business owners often start without a plan or fail to follow their plan. Learning to prioritize, organize, and improvise can be new to people who have not worked in previous management positions. LOCAL CONTACTS Failing to Rectify Mistakes INDEX Sticking to the Law Starting a business takes enormous energy Learning your market and how to get business could be the most important aspect. Having more than enough business can compensate for mistakes or shortcomings in other areas. 15 RESOURCES You canвЂ™t afford to just coast along, go through the motions, or get burnt out. Ultimately, you are likely to be the main reason why the business either succeeds or fails and we hope that these pointers increase the chances that you will be celebrating success. START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS SET UP INDEX LOCAL CONTACTS BUSINESS SET UP MARKETING 1. Business Advice 2. Business Planning 3. Businesses Funding 4. Accountancy 5. Business Law 6. Business Premises 7. Business Networking STEP BY STEP NEW BUSINESS SET UP WEB/ONLINE RESOURCES 16 START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS ADVICE Adult education is on the increase. In recent years, the number of students enrolled in further education increased by 37 percent. To find out what courses are available near you, ask your local schools and colleges for a prospectus. INDEX Business Exhibitions/Seminars LOCAL CONTACTS If you can spare the time away from your business, attending relevant exhibitions is a very effective method of learning. In addition to the collection of stands (which may provide ideas, potential suppliers or customers) there are generally plenty of free seminars. Setting up a business is very easy, all you need to do is print some flyers or business cards and wait for the phone to ring! Setting up a business successfully is a completely different matter. Networking allows you to meet other business owners, who may well have stories to tell that will help you develop your own enterprise. There is often the opportunity to for speakers to share their expertise. See our networking section for more hints and tips. There is a lot to learn and a multitude of skills to be mastered. The good news is that you do not have to face this alone. There are plenty of organisations just waiting to help you. This chapter will give you an idea of what is available and where. Online Support The Internet has become an вЂ�information gold mineвЂ™ and there are hundreds of websites dedicated to helping new business start-ups. You will find online courses, self-help sites and many e-books dedicated to each aspect of starting a business. Local Chamber Of Commerce Make contact with your local chamber to see what they can offer to help. Their main purpose is to support local businesses and they often run events, seminars and courses. Business Support Organisations Experienced Business People One of the best sources of вЂ�real worldвЂ™ advice is anyone who has set up and/or run a business themselves. Do you know anybody who fits this description? If not, you are likely to meet suitable individuals at networking events, your local Chamber of Commerce. Business Training Courses Alternatively, why not advertise for a mentor? Some retired business people may like the idea of undertaking this task and may do this on a reduced fee to start with or for a small share of the business. Adult Education Classes 17 RESOURCES There will almost certainly be regular events and training courses in the area to help increase your knowledge. Check the local press and online to see what is available and make the most of other peopleвЂ™s expertise вЂ“ вЂ�become a business spongeвЂ™. WEB/ONLINE There are a number of government funded and privately operated agencies who would love to help you on your way. To find the most appropriate or nearest contact, please refer to the Local Contacts directory at the beginning of this guide. MARKETING Top tip. Running your own business is the same as any other career: the more you know, the greater the chance of your success. Thankfully, there is plenty of help and guidance around, and much of it is free! BUSINESS SET UP Networking STEP BY STEP Business Advice START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS ADVICE INDEX VH INNOVATION Working With You To Take Your Business Through To Success Stage 1: Initial 30 minute meeting with a member of the VH Innovation team Stage 2: Collaborative working between your company and VH Innovation experts to put together a strategy and roadmap for success Stage 3: Assignment of a business coach with specific sector knowledge As an idea the first stage of the Innovation Collaboration programme is completely free of charge. It enables Matthew Francis to get an idea of what your business is all about. It is an opportunity to find out just how VH Innovation can work with you and help you to achieve your business goals. From that starting point, advisory units of time can be bought in bundles. These bundles are sold in sets of 5 hours and offer access to a wide range of business advisors with considerable experience across a whole range of fields. 18 RESOURCES Stage 4: Regular assistance with a multitude of areas, including but not limited to: вЂў Business Setup вЂў Marketing & Business Development вЂў Access To Finance вЂў Human Resources Management To find out more about the вЂў Business Process Outsourcing Innovation Collaboration вЂў Expansion & International Programme, email Matthew Development Francis at mfrancis@varleyhibbs. com or call him on 02476 Stage 5: Continual advice and 493459. assistance through to success WEB/ONLINE VH InnovationвЂ™s process of Innovation Collaboration can give your business the edge it needs not just to succeed but to flourish in todayвЂ™s competitive market. In effect what you get is top tier advice at a more than competitive price. MARKETING вЂ�The real difference with VH Innovation is that we truly understand the exciting journey that SME businesses are taking. Varley Hibbs have advised start up companies for many years. When this expertise is combined with specialist sector knowledge, it is clear to see the value that we can add to your business.вЂ™ OK, enough talk; letвЂ™s show you what programme is all about. Innovation Collaboration in Action BUSINESS SET UP As Matthew Francis, of VH Innovation says: In a nutshell what VH innovation offers is cost effective business advice at the level you would normally associate with a top tier company. STEP BY STEP The way that VH Innovation works is to offer a full range of services that cater to the needs of their clients. This might include anything from basic advice on which business partners work with, all the way through to taking a company into overseas markets. In a nutshell what VH Innovation offers is cost effective business advice at the level you would normally associate with a top tier consultancy. LOCAL CONTACTS Offering a comprehensive range of insight, business advice and practical development ideas, VH Innovation works alongside companies as they take the road from start up to business success. They do this through a process they call Innovation Collaboration. This follows a structured methodology that concentrates on the specific needs and requirements of each and every company they advise. By working alongside companies as they take this exciting journey, collaboration takes place that turns into a long term relationship and success. START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS PLANNING c. Your plan will help you analyze your business Although it is true that all lenders will ask to see one, it is also probably the most powerful tool in your new business armory. вЂњFailing to plan is planning to failвЂќ e. You will understand your finances. Having said that, it need not be approached with dread. The main components are extremely simple and are made up of common sense, some careful thought, and research. Above all, it is a great opportunity to review your business and to give YOU an idea of what you have to do to succeed. f. Everyone is aware of your plans. You and your staff, bank manager and other interested parties all need to know the direction the company is going. This is important to pull everyone into the same direction and develop good teamwork. Planning helps you understand your business. It can be frustrating when there are no customers about and you donвЂ™t know why. So what can you do to ensure that you have a better chance of success? Research shows that having a business plan is vital to the success of your company, yet so many small businesses start without one, so why write a business plan? a. More companies stay in business. Compiling your business plan can be quite daunting but it shouldnвЂ™t be an intimidating process a good business plan can focus the mind as well as assist in securing finance and support. b. You can understand what to do. The best way to start is by asking yourself: вЂњwhere do I want to be in 12, 18 and 24 months timeвЂќ? From here you can begin to start questioning your approach to growing and developing your business idea. The next page contains a few pointers to help: Not knowing why things go wrong, why customers donвЂ™t buy or return, why your competitors are better or more respected than you is a recipe for disaster. 19 RESOURCES Studies by organizations such as business link show that companies that are in business and generate higher than average profits mostly have a business plan that they follow. WEB/ONLINE If you are looking at starting a new small business and need a bank loan then youвЂ™ll want a fast and easy way to write a business plan thatвЂ™s going to get your finance approved at the first time of asking. MARKETING If youвЂ™ve got an idea, it seems fool-proof, you can see an endless market to exploit, what can possibly go wrong? Sadly, the majority of new business start ups will fail within three years, with half of those failures inside the first six months. BUSINESS SET UP If you are always overdrawn at the bank or find it difficult to get new finance then youвЂ™ll need to forecast your sales and costs. But what are they? Work all of this out with your plan. STEP BY STEP If compiled honestly and thoroughly, it can be the difference between success and failure. No company can do everything. You will need to prioritize the work required in the coming year. Choose no more than 7/8 key projects to work on and you will see the results. LOCAL CONTACTS d. You can allocate resources better. INDEX A common misconception is that a business plan is only needed if you need to borrow money from the bank. START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS PLANNING Marketing strategy Q. What type of business is it and what are its goals and objectives? Management Q. Who are your customers and why would they buy from you? Who will be running the business and how are they qualified? How will responsibilities be divided? Q. What premises will you be using? Financial Q. Are they suitable? Where will the money to pay for the start up come from and how will it be spent? Q. What are your staff requirements and costs? Project the following: Cash flow with explanation (sales, expenses, profit); profit and loss forecast; breakeven analysis. Q. Who are your suppliers? Your business start up is the beginning of a long journey for you, one which will provide you with excitement, independence, success, set backs and freedom from вЂ�the bossвЂ™. Your Business Plan is your route map for this journey. Do it carefully and you will avoid unnecessary detours and costly errors. You will then be able to enjoy the fruits of your own hard work. Q. What type of business are you? (working by yourself, partnership, incorporated company) Q. What legal processes do you need to go through? i.e. licensing, copyright, insurance, health and safety, food hygiene Writing your plan Q. What are the threats to your business and how have you planned to overcome these? So you want to write a business plan but are not sure how to get started. Hopefully, this list of resources will help point you in the right direction. Market analysis What is your market and where does your product or service fit in? How big is the market and how much money is spent on products or services similar to yours in a year. Profile your clients in detail, covering what they like or dislike about your service Who are your competitors and how are you different from them? Give your projections in terms of number of customers, contracts obtained, etc. 20 RESOURCES Examples/Other PeopleвЂ™s Plans. Can you remember back to school days when you had to look at previous exam papers and answers to help you revise? Adopting a similar principle can also work with your plan. You will find a wide selection online. They should give you ideas for style and structure, but do not be tempted to copy their wording directly. WEB/ONLINE Business Support Agencies, Accountants and Bank Managers. These professional advisers will all tell you how important your business plan will become as your new venture takes shape. Thankfully, they also have the knowledge and experience to assist you with its compilation, and may well have a template that you can use. MARKETING Q. What are your plans for future growth and what effect will these have? BUSINESS SET UP Q. What problems could arise with your supply chain? STEP BY STEP Q. How much will your products or services cost? LOCAL CONTACTS Present your marketing strategy - how will you get the edge on the competition? DonвЂ™t rely on just being cheaper. What makes you different from your Q. What is your product or service and how are you competitors? What promotion tools will you use going to sell it? Do you need to advertise? If so, how and where? INDEX About your Business START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS FUNDING вЂњThe love of money is the root of all evilвЂќ, вЂњmoney brings the worst in peopleвЂќ, вЂњmoney makes the world go roundвЂќ - and it is usually at the heart of any business success or failure. Expenditure in the year Sub total (a) Estimated non businesses income Income earned by spouse or partner Other income Total non business annual income Sub total (b) How much cash do you need to start? A cash flow forecast is an essential tool at this stage. This will help you calculate your initial financial requirement as well as the money needed for the early days of trading. You will have to think about: How much will you need to keep going through the early stages? Once you have started, there will be ongoing costs that you will have to consider, these could be staff wages, purchasing more stock or paying for advertising. How much do you need to survive personally? Very few businesses make much money in the first year. The list below will help you work out how much you and your family need to survive over the first 12 months. Calculate how much you are likely to require on a monthly basis. 21 RESOURCES Your Cash flow Forecast will give you an idea of how much income you can expect, but this may not be sufficient to cover all outgoings in the early stages. It is essential to work out what the difference could be in the worst-case scenario and build this cost into your financial planning. Most of the major banks websites also offer downloadable forms for this. Sadly, the personal bills continue to come in after you start up a business and you need to make provision for these! WEB/ONLINE a) Actual start up costs. b) Your own personal needs, c) The cost of running your business. MARKETING The total survival income required in the year from your business can be calculated by deducting sub total (b) from sub total (a) BUSINESS SET UP Financing a new business can be a challenge, particularly in the current economic climate. However, without enough capital, a new business will shrivel and die very quickly. You should identify what will be needed for your business to start, and then to succeed. The next step is to ensure that you have enough money to support both you and your enterprise. STEP BY STEP The Money LOCAL CONTACTS Mortgage/rent Property taxes Utilities (heat, light and water) All personal and property insurance Food General housekeeping Repairs Clothing Telephone Hire charges (TV, satellite, etc) Entertainment (meals, drink etc) Holiday Subscriptions to associations, clubs Publications Vehicle running expenses (incl. fuel) Vehicle service and maintenance ChildrenвЂ™s expenditure and presents Savings plans, pensions Loan repayments, debts, credit cards Any other INDEX Estimated expenditure START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS FUNDING Friends or relatives. Government grants and awards Some are operated on a nationwide basis, but with many grants eligibility depends on where your business is located. Grants are normally available for specific purposes, such as investing in equipment or for specific industries. Will the bank help you? Banks provide 90% of all new business finance and are keen to do so, but only if the proposition is a good one! Your business plan and cash flow forecast must be able to show that your venture is financially viable. They will also want to know that their money is in safe hands! Your personality, experience and the team around you will contribute to the final decision. STEP BY STEP The more money that you can put in yourself, the better! Borrowing usually involves either the payment of interest or giving up a share of your business. LOCAL CONTACTS вЂ�Friends, Family and FoolsвЂ™ are a good potential source of investment because they know you and believe in your ability. They are more likely to back your business when others say no, but think carefully before borrowing money in this way. If the business fails, the repercussions can be harder to bear. Try and keep the transaction on a business level. Explain that there are no guarantees. Friends and family must understand the high-risk nature of the venture and that there is a strong chance they might not make as much as they anticipated, or might even lose their investments completely. Total start up costs + Amount required to see you through the early stages (including you own survival income) How much money you have already = Total that you need to raise. INDEX How much do you need to raise? Business Angel Other sources of funding. Venture Capital Leasing and hire purchase If you need to raise cash to buy equipment, consider spreading your costs with leasing and hire purchase options. This allows you to use an asset over a fixed period, in return for regular payments. Check out small ads Local newspapers sometimes carry advertisements from people wishing to invest in companies. You could try advertising for funds in the same way. Always take professional legal advice before entering into any agreement. Bring in partners. If youвЂ™re a sole trader you could consider taking on partners to raise finance. YouвЂ™ll need to negotiate what share of the profits each person will receive. A written partnership agreement should be drawn up before any decisions are made. WEB/ONLINE Use your personal assets. Using personal equity, such as savings or remortgaging your house can give you the freedom to run your business your way. However, itвЂ™s important to draw up a business plan, mapping out when you expect to see a return and what you can afford to lose. MARKETING A source of money for start up companies, particularly for those with high growth potential. In return for their investment, the venture capitalists generally receive significant ownership of the company and seats on the board. There are numerous schemes to help start-ups and can be found via your local pages on our website (www.syob.co.uk). Areas that have been identified as вЂ�deprivedвЂ™ often have dedicated funds for loans/ grants. BUSINESS SET UP Is a particular type of informal investor, usually a successful entrepreneur, who is willing to invest in high-risk, high-growth firms at a very early stage, and adds value by supplying business advice. Enter competitions 22 RESOURCES There are many competitions on offer to start ups - not only can you receive a cash prize, but the exposure you gain can bring you to the attention of a potential investor. Persuade trading partners to pay upfront. Larger organizations can sometimes be persuaded to pay upfront to fund a project or product you are developing if they need it for their own business. START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS PREMISES INDEX Where will your business be based? Office or workspace? Lease 1) A famous quote states that the three most important considerations are LOCATION, LOCATION, LOCATION! However, the better the location the higher the rent! 2) Length of lease? Deciding where to run your business could be determined by the nature of your work, running a restaurant from home is probably not a good idea and a window cleaning business is unlikely to need swanky offices! 3) You may have to pay a substantial premium for a longer-term lease. BUSINESS SET UP Whether you plan to work from home, to rent or buy commercial premises, it is best to understand the advantages & disadvantages of each option. With the kind help of local property professionals, this section explains the legal and practical considerations. STEP BY STEP A lease is a contractual agreement to rent a property. But do you rent or buy? Your financial situation could decide this for you, but if you chose to lease/rent, think extremely carefully about the implications. LOCAL CONTACTS Starting in an office or workshop will involve higher set up costs than working from home but may be more appropriate particularly if you are planning to employ staff or if your customers come to you. There are also important Health & Safety Issues that you will need to be aware of if you are planning to work from any premises. 4) Who is responsible for repairs? 5) Take legal advice. Purchase Work from home Advantages: Cost, convenience, easy to set up, the kettle is close by! License Disadvantages: Domestic distractions, possibly lone working, holiday cover, the kettle is close by! Top tip! Check to make sure that your lease/house deeds do not prevent you from operating from home. If required, obtain permission from your landlord/ building society. 23 RESOURCES With a license, the property owner is effectively saying вЂњOK, you can occupy my property for a while, but I can interrupt at any time and ask you to leave.вЂќ The advantage to the owner is obvious, but it can also be a flexible and inexpensive way for a new start to move into premises. Licenses are usually relatively short term. WEB/ONLINE If you area able to purchase your property, this could prove to be an attractive long-term proposition. You will be giving yourself security of tenure, possibly an asset that will rise in value, and any repayments will be reducing your loan rather than simply paying rent to somebody else. You will need to use a solicitor to conduct the purchase, but also take advice from Commercial Agents and definitely pay for a full structural survey! Working from home is definitely the cheapest option, but not always the best! You will need to ensure that you can separate home and work life. Will you be able to motivate yourself and concentrate, or possibly even more tempting - avoid the temptation to work all the time. MARKETING The various options open to you are covered in this section. START YOUR OWN BUSINESS IN HERTFORDSHIRE WORKING FROM HOME LOCAL CONTACTS Home or away? INDEX without bankrupting your business before itвЂ™s even off the ground. Renting a desk in a shared office offers the best of both worlds. YouвЂ™re still your own boss, but youвЂ™ll have the business support services, such as Internet connection, a receptionist, meeting rooms and technical support, all available on site. YouвЂ™ll have total autonomy, but feel like you are part of a community. Working from home suits some people, but for anyone who doesnвЂ™t want to stay in pyjamas all day and who miss the office banter but not the office politics, a shared office could well be the answer. How to make a home office work for you * Notify your mortgage lender/insurance company. * Consult an accountant regarding how this affects your tax situation. * Tell the neighbors as there might be more disruptions, depending on the type of business * If possible, create a separate вЂ�work zoneвЂ™ away from any distractions. DonвЂ™t allow disruptions by family members just because you are there. Adhere to working hours that suit you on a regular basis. * Get into work mode by dressing professionally and creating regular breaks. * Combat loneliness by organizing regular meetings with other home-based entrepreneurs or business clubs to communicate new ideas, catch up on news or simply for human interaction. * Rent office space on an ad hoc basis if you are concerned about presenting a professional face when holding meetings or receiving clients. Re-arranging the CD collection will take precedence over writing a business proposal; mornings will be lost to вЂ�This MorningвЂ™. The failure of such procrastinators to вЂ�switch onвЂ™ rather than switch off from work means they live under a constant cloud of guilt. Even those grounded enough to be motivated but not obsessional about work may find that the demands by children, resentful partners or other distractions beyond their control will distract them. There is an alternative that will keep you sane WEB/ONLINE Type A personalities will of course drive themselves whatever they do. But working from home will never give them the mental space to switch off - their home will permanently be contaminated by work. Those of a more attention-challenged disposition will fare equally badly. MARKETING Technology advances mean we can as easily run a successful business slumped on our sofa, clad in our PJs, as suited-up in a swanky office. Sounds perfect, but reality has a habit of messing with perfection. Both on a personal and professional level, being home alone isnвЂ™t all itвЂ™s cracked up to be, particularly for start-up firms without a big corporate comfort-blanket to support them. Not all home workers have the skills to prevent the work/ life balance from tipping wildly in one direction. BUSINESS SET UP Working from home is constantly portrayed as some kind of ideal, promising us a commute-free existence, better work/life balance, reduced costs, higher productivity After all, why go to work, when work can come to you? STEP BY STEP If you decide to work from home, this does require discipline since it comes with its own set of distractions. Here are some tips on how to make a home office work for you: * Establish clear boundaries such as not answering your business phone or catching up on paperwork during private time. 24 RESOURCES * Most importantly, make sure your business does not take over your personal life. Your work-life balance must be actively protected. START YOUR OWN BUSINESS IN HERTFORDSHIRE ACCOUNTANCY INDEX LOCAL CONTACTS STEP BY STEP It goes without saying that HMRC will take a keen interest in your new venture. Legally, you are obliged to supply them with information that will determine how much tax that you will have to pay. Evidence of Transactions. One of the first steps This section gives you a simple overview of the key points, but we strongly recommend that you take professional advice. If you are not an accountant yourself, it is probably wise to engage the services of someone who is and to get on with what you do best - make the money. Keeping the evidence. HMRC have powers to inspect these records up to six years after the end of any accounting period. Make sure you have a safe place to store your records. Be aware that there are penalties for failure to keep your records. Keeping records Cash. If you are dealing with cash, you will also ItвЂ™s commonly said that nobody likes paying tax, but itвЂ™s a legal obligation to do so, and clearly itвЂ™s a bad idea to add insult to injury by missing deadlines and incurring penalties and interest as well. Your professional adviser will be able to save you from problems in this respect. Cheques. Get into the habit of writing the details of checks banked onto the paying in stubs, and fill in your check stubs. 25 RESOURCES need a cashbook or till that provides the money trail into the bank. For every transaction, you will need a piece of paper that proves the purchase or sale you have made. Right from the start, get a file with some dividers and put all your paperwork in date order as you get it. Separate things out - for instance, keep your sales invoices together in one section. WEB/ONLINE HMRC operates a series of penalties and surcharges to encourage businesses to meet their responsibilities in respect of tax. You may think itвЂ™s obvious what the cheque for ВЈ100 is for today, but will you remember when your bookkeeper asks you in twelve months time? MARKETING to take is to open a bank account. DonвЂ™t put it off imagine how complicated it will get if your weekly shopping gets mixed up with business expenses. Your accountant will be able to do the job more efficiently and cheaper if you can give them bank and credit card statements that evidence all the financial transactions of the business. BUSINESS SET UP Making sure that the figures add up. START YOUR OWN BUSINESS IN HERTFORDSHIRE ACCOUNTANCY It is very important that you feel comfortable with your accountant. You may feel that you can keep your own financial records, and calculate your own tax liability. WouldnвЂ™t it be better however to concentrate on running your business? INDEX Why use an accountant? You should be able to trust so after you have met with them, ask yourself these questions: A good accountant will also help you set up efficient record keeping right from the word go. This is really important because if you get it wrong you could be fined. Having a good record-keeping system in place will additionally save you time and large accountancy bills in the future. Any accountant can produce a set of accounts for you, but a good accountant will help you understand how your business has performed. You can compare results against what you had expected to achieve and make changes that will improve results next time around. But your accounts can be used for other things too, and it is important that your accountant helps you get the most from them. For example, they can be used when you talk to your bank manager to raise some finance for expansion. Each one of these questions has to be answered positively. If not, then this accountant may not be the one for you. Here is some practical advice for choosing a good accountant: You can use an accountant to do as much or as little as you want. For example, if your business is straightforward with easy, simple records, you may wish to calculate your own trading figures. You should follow some standard accounting principles and a good accountant will help you with these. - Contact a couple of accountants that you have heard of through word of mouth, or seen advertised. There are costs attached and this can be a worry, particularly when you are starting a business and the income has yet to flow. Once you have decided which accountant to use, make sure that you are both clear about what services you require and get written confirmation about what they will do for you. Taking some time at the outset to choose the right accountant for you will reap rewards in the long run as you develop an invaluable and long-term business relationship! 26 RESOURCES It is important however to remember that a good accountant will help you save money by advising how to set up the most tax-efficient way of running your business. For example, would it be better to start as a partnership or limited company, rather than a sole trader? WEB/ONLINE - Get an appointment with them. Before your meeting, decide what services you would like them to provide. MARKETING They can also be used to calculate how much you are eventually going to sell your business for. And, of course, good records will make sure you pay the right amount of tax. BUSINESS SET UP Q. Are they asking a price that I can afford? Q. What experience and qualifications have they? Q. Does their website give me more information about their firm? Q. Can they give me guarantees for quality and service? Q. Will they provide an estimate of when the work will be completed? Q. Do I get on with them STEP BY STEP Using a good accountant can help: making sure only tax that is actually due is paid and providing really good advice to help your business grow and flourish. LOCAL CONTACTS Q. Did I feel that they understood my business and its needs? Q. Are they easily accessible, and will they answer my questions quickly? Good records will help you to see how well you are doing, where your money is coming from and how you can make more. START YOUR OWN BUSINESS IN HERTFORDSHIRE ACCOUNTANCY INDEX Accountancy WeвЂ™ll also ensure that when it comes to your year end, you have some real idea as to what all the numbers actually mean - itвЂ™s nice to know whether youвЂ™re winning or losing. STEP BY STEP Ok. So maybe you find the accounting bit one of the more boring parts of running your business. ItвЂ™s certainly important, but it doesnвЂ™t have to be so much of a chore. We understand that youвЂ™d rather be trying to make or sell widgets (or whatever it is you do) than keeping your books up to date, so weвЂ™ll do our best to help you find a compromise. LOCAL CONTACTS WeвЂ™re a friendly local firm of accountants who offer a personal, professional service but donвЂ™t use jargon. WeвЂ™ll explain your financial affairs in clear, understandable terms - and we wonвЂ™t charge you the earth. Taxation BUSINESS SET UP No-one likes to pay any more tax than they have to, and it can sometimes seem that tax demands appear as if by magic. There is no big secret. Tax is a complicated subject and it pays to take advice if you possibly can. We appreciate that the very least we can do is to make our clients aware of any tax-saving opportunities available to them. And to make sure that a tax bill doesnвЂ™t come as a complete surprise. Company Formations If you need to form a new company, change the name of an existing one or anything along those lines, youвЂ™ll find us very competitive. We can move pretty quickly to help get your new venture off the ground. MARKETING Had a great idea for a new business? Contact Us There is usually someone in the office between 9.00am and 5.30pm every weekday - and sometimes on Saturday mornings. If you prefer, you can email us at info@morgankeen.co.uk Or visit our website: WEB/ONLINE The easiest way to get in touch is to call us on 01494 689009 www.morgankeen.co.uk Evening and weekend appointments can be arranged. Please contact us for further details. 27 RESOURCES To visit us at our offices, please call first for an appointment and we can explain about parking. START YOUR OWN BUSINESS IN HERTFORDSHIRE shcroft A4 Book Keeping Letterhead:Ashcroft A4 Book Keeping 11/05/2011 05:19 Page 1 ACCOUNTANCY Ashcroft Cameron Book Keeping looks after the needs of the small to medium sized businesses. Offering a book keeping service tailor made to your individual requirements... STEP BY STEP > Book keeping and payroll > Full office services > VAT returns > Self assessments > Free advice > Free estimates LOCAL CONTACTS Book Keeping INDEX Unit 6, The Mead Business Centre, Mead Lane, Hertford, Herts. SG13 7BJ Tel: 01992 500 700 Fax: 01992 509 059 Ashcroft Cameron We can also offer book keeping services for Payroll and PAYE, VAT computation and returns, credit control, sales invoicing, or cheque book management. We are always happy to discuss our services with potential clients and how we may support their book keeping business needs. Please contact us. MARKETING We can prepare management accounts for bank purposes or to your company style. And we naturally take away a lot of daily queries from your offices. BUSINESS SET UP Our book keeping services look after the needs of small to medium sized businesses, offering a book keeping service tailor made to your individual requirement. We offer you either a complete book keeping service to trial balance, or individual or combined sales, purchase and nominal ledgers. Telephone: 01992 500 700 WEB/ONLINE E-Mail: julie@ashcambooks.com Web: www.ashcambooks.com 28 RESOURCES Ashcroft Cameron Book Keeping Limited, Registered in England No. 3015158 Registered Office: Unit 6, The Mead Business Centre, Mead Lane, Hertford, Herts. SG13 7BJ START YOUR OWN BUSINESS IN HERTFORDSHIRE ACCOUNTANCY INDEX LOCAL CONTACTS For a refreshing approach to accountancy services why not give us a try. Tel: 01525 854862 www.cookthebooks.org.uk 29 RESOURCES We offer a comprehensive range of services, covering accountancy and audit through to taxation and payroll; and have vast experience in many areas of taxation, finance, accountancy and business advice over a wide range of businesses, from corporate clients and property investors, to individuals and smaller companies. Clients prefer us because our passion shines through everything we do. We are dedicated to finding new ways to generate value for our clients. WEB/ONLINE Cook the Books Limited are one of BedfordshireвЂ™s leading accountancy practices with over 30 years experience providing a proactive accountancy and taxation service for all types of businesses and individuals, wherever they may be located. We pride ourselves in building long-term relationships with all of our clients and believe that the personal touch really does matter. Our principal, Graham Cook, has over thirty years experience in the accountancy profession and established the practice in 2003.Over this period we have significantly increased our client base by offering a high level of expertise and experience and we are proud to state that the majority of our new clients since 2003 have come as a result of direct referrals from happy and satisfied existing clients. We believe in maintaining a close and regular contact with our clients by guiding them through the accounts and financial aspects of their business in a straightforward manner. All our staff enjoy being actively involved with clients. We feel that keeping in regular contact enhances a good working relationship and allows for a better understanding of our clientsвЂ™ business. MARKETING Working closely with your accountant and other professional advisers from the outset allows the new business owner to be aware of and consider many options that may not always be obvious. Proper and effective planning at the right time can reduce stress and costs and make the business experience much more rewarding. Cook the Books Limited is a modern, friendly accountancy practice based in Leighton Buzzard, Bedfordshire. BUSINESS SET UP And while this may appear to be a blinding grasp of the obvious, what is less apparent is what the most successful firms are actually doing to address this challenge. STEP BY STEP We know from speaking with other business owners that setting up and successfully running your own business is an ongoing challenge. START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS LAW INDEX LOCAL CONTACTS If so, this page could be yours! BUSINESS SET UP For more details, please visit syob.co.uk/localguide.php STEP BY STEP Are you a printer who can help local new business start ups? MARKETING WEB/ONLINE RESOURCES 30 START YOUR OWN BUSINESS IN HERTFORDSHIRE BUSINESS NETWORKING Business cards. The idea of business networking can seem terrifying to some people. Yet itвЂ™s vitally important to business these days, a great way to make contacts and increase business without a lot of cold calling. Give and take. DonвЂ™t aim to give your card to everyone in the room. Give it only to people with whom you have established good rapport Before you go to the meeting. Just turning up at a networking meeting, hoping for it to result in new business wonвЂ™t work. Like anything you do to promote your business, you need to plan each event you go to. After the meeting. MARKETING When you get to the meeting. BUSINESS SET UP Effective networking doesnвЂ™t end when you leave the meeting. The final stage to getting the best from Have an objective. your efforts happens when you get back to the Why are you going to this meeting? Are you looking office. for new clients? Do you want to spend time with one of your clients? Some meetings provide a list Follow up. of attendees. If you can get hold of this list, use it When you leave a meeting, you should have a to identify the people you need to speak to at the reason to contact some of the people you spoke to. meeting. Use it to set your objectives so that you Whatever you said you would do - make sure that can use your time wisely. you do it. Keeping in touch is the start to building trust with people you meet. When people trust you, Your ideal client. they buy from you. If meeting new clients is your objective for a meeting, youвЂ™ll need a clear picture of who you Making measurements. want to work with, this will help you identify these One of the secrets to good marketing is finding out people early on. Whenever you go networking, what works for your business, so that you can do someone will ask, вЂњWhat do you do?вЂќ If you have more of it. Measure your efforts. Every few months, an answer prepared, youвЂ™ll make a much better review your networking. Look at what is working impression and get your message across clearly. and do more of it. STEP BY STEP Networking should always be approached with a spirit of generosity. Think about what you can bring to a meeting - not just what you can get out of it. вЂ�Pay it forwardвЂ™ and the reward will come full circle to you. LOCAL CONTACTS Here are some hints and tips to help improve your business networking. INDEX Networking Even if you only ask for a card, you have established rapport and have a genuine need to carry on talking Keep it up. ThereвЂ™s no point in going to one meeting and then going back to the office and waiting for the phone to ring. Good marketing is about building up lasting relationships with the people you meet over time. 31 RESOURCES Keep going out there and meeting the people you need to your business thrive. WEB/ONLINE When you enter an informal networking meeting for the first time, get yourself a drink or some food, but not both, because you will need one hand free to shake hands! Get a list of the attendees before you talk to anyone. Look for the sort of people you want to talk to. Look for the sort of people you want to talk to. START YOUR OWN BUSINESS IN HERTFORDSHIRE MARKETING INDEX LOCAL CONTACTS BUSINESS SET UP 1. Spreading the Word 2. Graphic Design 3. Print 4. Marketing 5. Sales & Selling STEP BY STEP NEW BUSINESS MARKETING MARKETING WEB/ONLINE RESOURCES 32 START YOUR OWN BUSINESS IN HERTFORDSHIRE SPREADING THE WORD b) DonвЂ™t just ask your вЂ�localвЂ™ printer. DonвЂ™t just ask your вЂ�localвЂ™ printer. Every printer has different equipment and specialities. Make sure that you are using the right printer for the job. How to spread the word c) Ask a trusted colleague if you arenвЂ™t sure about which firm to choose There are thousands of printers, and like any industry, some are awful and some are great. You will find that the most talked about printers in the town are the ones at either end of the scale! Ask a business colleague who they use, to sort the good, from the bad. So, how can you create the maximum impact without breaking the bank? Top tip: Your business card has to work as your silent salesman, so do not be tempted to save a few quid by printing them at home. An amateur business card implies that you run an amateur business! Website Print Did you know? Google has indexed over 1 trillion unique URLs and more are being added every day. 33 RESOURCES At the very least, you will have to consider ordering stationery (letterheads, business cards, and compliment slips) that portrays your business professionally. It may be tempting to print something off at home on your computer, which may save you a few pounds, but it could cost you much more in lost business. Once you have made the decision as to what you need to get started, you need a printer. WEB/ONLINE Being one of the first places your potential clients will see your business itвЂ™s certainly worth serious consideration. What do you really need on your website? What should you ask a web agency and which agency should you work with? How do you spot the hidden costs? Are you comparing like with like? These are just some of the questions that armed with the right answers will allow you to see through the many offerings available, avoid the pit falls and confidently take your company online. MARKETING Corporate image & design. As they say, вЂњyou donвЂ™t get a second chance to make a first impressionвЂќ. For many of your clients, the first time they encounter your business will be via a letter, flyer or advertisement. It is vital to make sure that your printed message is as strong as if you were there in person. A great starting point is to think about branding your business. If you think only big corporate names need to think about their brand identity, think again. Your brand says a lot about you and your business, and thatвЂ™s as true for a one-person home-based business as it is for a multi national conglomerate. BUSINESS SET UP d) Check, check and check again. Print isnвЂ™t an easy industry, so check details at every point you can. Make sure your artwork is up together and вЂ�printreadyвЂ™ to avoid extra charges, check the proofs thoroughly as strange things can happen, and make sure you check regularly with the print company to ensure delivery is on target! This section should give you a good over-view of your options which include Design; Print; Web Design; Online Marketing; Sales & Selling; and Networking. STEP BY STEP As you will quickly discover, there are so many вЂ�opportunitiesвЂ™ to promote your business, you could easily spend every penny you earn on marketing and advertising. LOCAL CONTACTS a) Ensure your quotes are вЂ�like-for-likeвЂ™. The best idea is to get one quote, and then use that terminology to explain what you want to the other printers you would like to quote for you. INDEX Here are some tips to ensure that you are able to find the right printer who is able to supply professional looking printed material at the right price. START YOUR OWN BUSINESS IN HERTFORDSHIRE SPREADING THE WORD - Make sure it is targeted and relevant - Never send an attachment - Offer to send a photograph - Follow up with a call the same day - Make sure it is timely to meet deadlines - Keep ALL your contacts updated Public relations are about building relationships, and if you bombard your local editor with too much irrelevant information, your email address will soon be filed automatically in the editorвЂ™s delete bin. Quote, unquote. вЂњHalf of all advertising is wasted. We just donвЂ™t know which half.вЂќ Online Marketing Internet marketing is relatively inexpensive. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. Direct mail is a tried and true advertising medium. There are several advantages to direct mail: a. Direct mail is measurable. When customers walk through the door with your mailer in hand, you can easily measure response. c. Direct mail is targetable. Rather than sending a generic message out to the general population, direct mail targets your audience. d. Direct mail is timed and planned Customer Service e. Direct mail is also the only advertising that can be guaranteed to reach its audience. Effective use of PR (public relations) and word of mouth can provide two of the strongest ways to get your business known. Sadly, your competition has probably realized this too. This means that you have to work extra hard to create a buzz, as only the most interesting stories will get you the free publicity that you crave. Word of Mouth PR isnвЂ™t just for big companies using national newspapers or television. Even the smallest business can use publicity opportunities to catch the eye of its local audience. 34 RESOURCES Last and definitely not least. Word of mouth advertising is probably the cheapest and most effective marketing tool in your armory. A recommendation from a satisfied customer is far more persuasive than any paid advertisement. Harness this secret weapon by asking for referrals and positively encourage your happy clients to tell their friends. WEB/ONLINE Finding new customers can be extremely expensive, so treat your current customers well and they will keep coming back to you. PR MARKETING Business networking is more than just a way of having a friendly chat over breakfast, it can also be an extremely effective way to draw in more clientele. For most small business owners, proper networking skills are necessary for their continued existence and success. Networking takes many forms. Whether a business owner is cold-calling their clients on the phone, or meeting other business owners in the area for breakfast or lunch, the networking never stops. BUSINESS SET UP Networking b. Direct mail is inexpensive. When you are conducting a direct mail from a targeted list, this is a cost-effective use of your advertising pound. You are getting your message to those who are genuinely interested. Each direct mail campaign should get better than the last. STEP BY STEP Direct Mail LOCAL CONTACTS As a new business you will be bombarded with opportunities to advertise in all manner of ways. When deciding where to spend your budget, try and judge how to reach your potential customers effectively and economically. Be very wary of вЂ�special offersвЂ™ and impressive circulation figures - it is better to reach one customer who will buy from you than 100,000 who donвЂ™t! INDEX Advertising START YOUR OWN BUSINESS IN HERTFORDSHIRE GRAPHIC DESIGN Why pay a graphic designer rather than knock something up on your own pc? INDEX The advances in computer technology and desktop design have made it very tempting to create your business stationery and marketing materials yourself. LOCAL CONTACTS Starting up in business can be expensive and it is tempting to cut corners. Producing a logo and promotional material are the areas where this is probably the most common - but be aware that it can be detrimental to your sales. Equally, one font can imply the idea that a business is quality, or established, but another that it is old fashioned. As you can see, there are a variety of factors to consider when putting together a logo and branding, or producing a piece of promotional literature. The bottom line is, what do you want your customers to think of you? How well you communicate that message will determine how they respond. WHY DO YOU NEED A LOGO? Therefore, good logo in a print and web design needs to be memorable. Your customers need to be able to picture your logo easily when thinking about your company. The logo also needs to work in black and white. Will it be distinctive enough if the customer prints off something from the website in black and white? Your company logo needs to be easily scalable. How good will that squiggle look as a favicon in the address bar of a Having a really good logo will enhance every aspect of your marketing and help you stand out from the crowd. 35 RESOURCES web browser, or on the side of a biro? How good will the logo look on the main page of the plumberвЂ™s website, or on the side of his van? WEB/ONLINE Firstly, a logo promotes your business in the market. It gives a unique identity to your business. The best logo designs are so unique and easily recognisable that the name of the business springs to mind even when displayed with out text. They act as ways of establishing credibility with your customers and building a brand identity. MARKETING So whether you are considering producing a logo, flyer, brochure, folder or some other form of marketing material it is worth using a professional design company. Today, we live in a brand conscious world and it is more important than ever to make a good and lasting impression. BUSINESS SET UP The general perception seems to be that graphic design is all about making something look pretty and that anyone can do it. In truth, graphic design is about communication - getting the right message to the right people. Promotional material and, yes, even your logo will say something about your business, good or bad. The choice of fonts, colors, images, copy and even the paper your marketing material is printed on all have a bearing on how your business is perceived. STEP BY STEP We all make split second assumptions based on conditioned perceptions and these influence how we see things and respond to them, often on a subconscious level. Where this is particularly true is with the use of color. There is psychology to it. What that means in business is that colors evoke an emotional response and therefore certain colors are suited to some industries more than others. START YOUR OWN BUSINESS IN HERTFORDSHIRE GRAPHIC DESIGN INDEX LOCAL CONTACTS STEP BY STEP BUSINESS SET UP MARKETING WEB/ONLINE www.amberdesignandmarketing.co.uk 36 RESOURCES for more information please call 01992 534394 email: info@amberdesignandmarketing.co.uk or visit START YOUR OWN BUSINESS IN HERTFORDSHIRE PRINT INDEX LOCAL CONTACTS If so, this page could be yours! BUSINESS SET UP For more details, please visit syob.co.uk/localguide.php STEP BY STEP Are you a printer who can help local new business start ups? MARKETING WEB/ONLINE RESOURCES 37 START YOUR OWN BUSINESS IN HERTFORDSHIRE MARKETING INDEX LOCAL CONTACTS STEP BY STEP of running a business and not concentrating on planning the business on a higher, strategic level. Before you know it, youвЂ™re too busy working on the details of your business to see the bigger picture and take stock of where you are. The good news is that the most important parts of marketing are completely free, and the even better news is that thereвЂ™s a strong likelihood that вЂ“ surprisingly вЂ“ many of your competitors wonвЂ™t have exploited these critical keys to successful marketing. Investing the time to focus on these seven areas will pay huge dividends when it comes to implementing ongoing marketing activities for your fledgling business. Step 2. Know your customers Step 1. Know where you want to go ItвЂ™s easy to fall into the trap of having a business idea and going ahead with it without really thinking about exactly where you want to take it (I know because IвЂ™ve done it myself in the past!). You can very quickly get carried away with the idea 38 RESOURCES You simply canвЂ™t market your business effectively unless you first know exactly who you want to talk to. Understand that вЂњeveryoneвЂќ is never a viable target market, so make sure you have a very clear picture of your ideal client before you start any marketing at all. WEB/ONLINE So whatever stage of business youвЂ™re at, take the time to work out exactly where you want the business to go. As the saying goes, if you donвЂ™t know where youвЂ™re going, any road will take you thereвЂ¦and you may just find that the place you end up just isnвЂ™t where you really want to be. Having goals and objectives for the future of your business is one of the most important factors for creating a business that will help you realize your own personal concept of success. MARKETING YouвЂ™re starting a businessвЂ¦and you know you that getting the word out about your business through effective marketing is the only thing thatвЂ™s going to bring in the customers and sales. But where to start, and how to prevent marketing costs from getting out of control? BUSINESS SET UP 7 Steps To Marketing Utopia START YOUR OWN BUSINESS IN HERTFORDSHIRE MARKETING Once you have narrowed down a couple of key ideas, prioritise them in order of importance and relevance to your customers, then write out a short paragraph clarifying and describing what your competitive advantage is. Getting this down in writing will really help to focus your efforts, and youвЂ™ll be able to refer to this in any marketing that you undertake. Once youвЂ™ve established those four things in your ideal target market, create a clear profile of your ideal customers. This profile could include things such as their likes, dislikes, location, age, family situation, business type and size, what they read, where they can be found online, problems that keep them awake at night, etc. STEP BY STEP Your decision as to which target market to focus on will be based on your own preferences, experience and skillset. Whichever target group you choose, theyвЂ™ll need to have four things in common to be viable prospects for you: a specific need, access to your product or service, enough money to buy it and the authority to make the buying decision. LOCAL CONTACTS Do you make it easier for your customers to do business with you thanks to free/reduced-cost introductory consultations, more information, bonuses and incentives, better terms, longer hours, better customer service and follow-up? - Is your customer service better than the competition? (E.g. more value added service, volume discount pricing, special systems for resolving customer complaints, more information and longer-term relationships with customers) INDEX For example, a virtual assistant (VA) working from home might want to target SMEs in the business-tobusiness sector, with between 5 and 20 employees, within a 20-mile radius of her base. Or, as VAs arenвЂ™t necessarily bound by a specific geographic area, she might decide to focus on a specific niche (such as professional speakers or business coaches, for example) and offer a targeted range of services tailored to the needs of that specific group. Step 4. Know your marketing message Step 3. Competitive advantage When working on your вЂ�benefits listвЂ™ for your business, bear in mind that the top ten motivators are: saving time, saving money, making money, avoiding effort, increasing happiness, finding success, being pain free, having fun, feeling safe and secure, and feeling liked or loved. - Do you or your business have any special expertise, credentials or awards? - Do you have any specific abilities in the areas of production, delivery, your product lines, quality, your guarantee or pricing? 39 RESOURCES All the answers you come up with here will be hugely valuable when it comes to getting a compelling marketing message across to your best potential customers. So itвЂ™s worth investing the time on this to create a powerful list of reasons for your ideal customers to buy from you. WEB/ONLINE So create at least one clear differentiating factor in your business that will make you the more appealing choice in relation to your competitors. (Note that IвЂ™ve called this your competitive advantage, not your USP or Unique Selling Proposition; these days itвЂ™s pretty tricky to be completely unique, so simply focus on establishing something that makes it easy for your customers to choose you over anyone else.) Here are some questions to get your ideas flowing as to what your competitive advantage could be: MARKETING You need to know exactly why people should want to do business with you instead of the many other options your target market is presented with. The harsh reality is that if youвЂ™re not 100% sure why somebody should buy from you, your customers wonвЂ™t be either. BUSINESS SET UP Whenever you do anything to promote your business, always consider things from the customerвЂ™s perspective. For example, you need to be able to clearly describe the benefits you offer customers, who only care about вЂњwhatвЂ™s in it for meвЂќ. Make a list of the features of your products and services, then convert those features into benefits to the customer by asking yourself вЂ�which means that...вЂ™ until you reach the ultimate benefit that your customers receive. Also consider the pressing problems that your customers experience and which are resolved by using your product or service. Remember that even for business purchases, people tend to buy for emotional reasons, then justify their decision with logic. START YOUR OWN BUSINESS IN HERTFORDSHIRE MARKETING Networking - Remember to be targeted in the events that you go to, and bear in mind that itвЂ™s not about handing out as many business cards as you possibly can, but rather about creating and nurturing relationships. Step 6. Use low-cost marketing techniques There are literally dozens of free and low-cost marketing tools that you can use to get the word out about your business. Here is a choice selection of just five top low-cost marketing techniques: Step 7. Avoid being a one-hit wonder Online article and press releases вЂ“ Build credibility, create valuable inbound links to your website, and potentially spread the word far and wide, by writing and submitting useful articles relating to your business and/or target market. Two great places to start submitting your articles are ezinearticles.com and prweb.com, but search on the web and youвЂ™ll find plenty more. Most of all, remember to keep in touch with your best customers on a regular basisвЂ¦youвЂ™ve no doubt already invested considerable time and money in acquiring that customer, so donвЂ™t let that go to waste. Set up a system for keeping in touch with existing clients by whatever means are appropriate. by Louisa Bird 40 RESOURCES Follow these seven basic principles in your business alwaysвЂ¦and youвЂ™ll be well on your way to marketing utopia in no time. WEB/ONLINE Referrals вЂ“ This technique alone has the potential to double your customer base in a relatively short space of time. Recommendations from people we know and trust are hugely powerful, and leads generated from referrals have very high conversion rates. If youвЂ™re starting out and youвЂ™ve only just got your first customer, do everything you can to make them a happy customer and ask for five referrals (you might not actually get the full five, but youвЂ™ll probably get more than the usual one referral). Use an вЂ�ethical bribeвЂ™ if appropriate, and above all; donвЂ™t stop asking! MARKETING Research shows that your customers and prospects need to hear from you seven to ten times before they really hear what your message is and respond. The bad news is that most companies I encounter do not have a follow up strategy at all. Most people follow up two or three times at best, and then stop. Remember to focus on this вЂ�seven to ten ruleвЂ™ and create a strategy for following up with your potential customers multiple times, with messages that are useful and relevant to them. BUSINESS SET UP Testimonials / case studies - Nothing beats genuine endorsements from third parties in building trust and credibility in what youвЂ™re offering to the marketplace. We might not like to admit it, but we tend to have a вЂ�herdвЂ™ mentality and we want to know that others have benefited from a product or service already. So donвЂ™t be afraid to ask your customers for feedback and comments, and always ask for permission to use favorable customer comments. And if you havenвЂ™t yet started trading, look to people who can comment on you or your services from a previous job or voluntary position. STEP BY STEP Things to include on your plan could be: Specific, measurable goals, your marketing message (benefits to the customer), a description of your target market and ideal customer, your competitive advantage, action steps to follow with target dates for completion, financial objectives/budget, and last but not least, tracking mechanisms: Without measuring your progress, itвЂ™s easy to waste time and money and get discouraged. Your plan must include ways of measuring how you are progressing towards your stated goal(s). LOCAL CONTACTS Fusion marketing вЂ“ Create marketing alliances with non-competing businesses serving the same target market as you. Send endorsements of one anotherвЂ™s services to each otherвЂ™s lists, hand out flyers or discount cards to one anotherвЂ™s customersвЂ¦.the options are many and varied, so get creative and start making proposals to likely partners. Marketing is most definitely not about taking action when you can fit it in between other business activities. To get the best results, you need to move beyond вЂ�hit or missвЂ™ actions and develop a deliberate, systematic approach, ideally setting aside specific times each week to work on marketing. Your marketing plan doesnвЂ™t have to be a 50-page epic, though. Use whatever format works best for you. I recommend creating a practical, short document that you can easily refer to and use. INDEX Step 5. Have a plan START YOUR OWN BUSINESS IN HERTFORDSHIRE SALES & SELLING INDEX Follow this up with direct mail and telephone contact. Mailing lists can be purchased from www.yell.com, www.thomsonweb.co.uk or www.corpdata.co.uk LOCAL CONTACTS Did you know? Your new customers will generally come from at least one of the following groups: Recommended to you, responded to your advertising, solicited (you approached them), passers by, or former customers. Plan your approach accordingly! Look after them Keep them BUSINESS SET UP If you are constantly spending your time finding new customers it will be extremely hard to build a stable and expanding concern (although a few trades do rely on one off sales only). A client BASE should be exactly that вЂ“ a foundation upon which to build. MARKETING Selling for Small Business & New Business Start Ups. Top tip! Most major companies recognise the importance of looking after their customers Whether you like the thought or not, the having ability to sell will prove to be a distinct advantage. вЂ“ hence the vast amount of money spent on corporate вЂ�entertainingвЂ™! However, this does not mean that you have to become hard or pushy вЂ“ in fact the best salespeople are often the complete opposite! Selling is the art of finding out what a customer needs and satisfying those needs with the benefits of your product or service. STEP BY STEP Do not take your existing customers for granted! Doing the best job that you can is the best way of retaining business but the more you show that you care about their needs, the longer they will stay with you. Keep in regular contact and why not occasionally surprise them with either a thank you letter or a small present. Find more Regardless of how much competition you face, there will always be opportunities to acquire new business. The following client groups are always вЂ�up for grabsвЂ™! Newcomers to the area, emergencies, dissatisfied customers, infrequent purchasers, competitive buyers (price is main concern), transient (move from supplier to supplier). Find customers Even if you are doing well, do not become complacent вЂ“ these are also the reasons why your customers may leave you! 41 RESOURCES Before customers can buy your wares вЂ“ they either have to find you or you have to find them! Once you have determined the profile of your best/most profitable customers, use a wide variety of methods to raise awareness of your service. Your marketing and publicity should help them find you, but networking, directories, newspapers, mailing lists, and the internet can all be used to compile your own list of potential clients. WEB/ONLINE There is a great line in an old John Cleese training film that is worth rememberingвЂ“ вЂњHe may not be a good salesman, but people do seem to buy from him!вЂќ START YOUR OWN BUSINESS IN HERTFORDSHIRE WEB/ONLINE INDEX LOCAL CONTACTS BUSINESS SET UP 1. Getting Online 2. Optimising your Website 3. Online Marketing 4. Social Networking STEP BY STEP MAKING THE MOST OF THE WEB MARKETING WEB/ONLINE RESOURCES 42 START YOUR OWN BUSINESS IN HERTFORDSHIRE GETTING ONLINE Fast, easy, cheap communication with your customers. Why print & post out brochures when your customers can download them? Offer instant information and faster communication via your website and email - much cheaper and faster than fax or post. STEP BY STEP Provide better customer service and value-added extras that put you above your competitors. You can offer articles, information, forums, newsletters all of these things add to your customersвЂ™ perceived value of your products or services and build better relationships. As with conventional design and print, it is not as simple as creating some pages on cheap software at home, uploading them to the web, and hoping that the world will come knocking on your door. Why your business should be on the net Whether you business is going to be small or large, at some point you need to consider investing in your own website. The Internet is one of the first places that your customers and potential customers a re likely to look - and if youвЂ™re not using it, how will you compete with those that are? Why use a professional web design agency? Like doing your own plumbing, itвЂ™s more cost effective to employ a professional so you can concentrate on what you do best - running your business! What can a GOOD website do for you? Your website is open for business 24 hours. Let your website work for you, giving your customers what they want when they want it. ItвЂ™s busy increasing brand awareness and increasing sales while you sleep! Where to start for business on the web? 43 RESOURCES Q. What do you really need on your website? Q. What should you ask a web agency Q. Which agency should you work with! Q. How do you spot the hidden costs? Q. Are you comparing like with like? These days more and more people want to research businesses and products on-line and then buy in the traditional, offline way. If youвЂ™re serious about promoting your business, then a good website is your virtual shop window. WEB/ONLINE Your website should be clean, tidy and modern; it should portray a professional image and market your business well. It needs to meet accessibility guidelines whilst giving your customers a pleasant experience, encouraging feedback, increasing sales and increasing brand awareness. MARKETING A website gives you the chance to advertise your business, promote your services, attract new customers and relay information - why would you want to limit your potential? BUSINESS SET UP With more and more trade being conducted on the world-wide-web, having a well designed, effective website has become an essential requirement for all businesses. Cost effective advertising. Your website is an online advertisement, itвЂ™s permanent but can be updated regularly, and can be much more cost-effective than press advertising if used properly. LOCAL CONTACTS Where to start for business on the web INDEX Your website may be as simple as letting people know your phone number and opening hours an electronic business card - or as complex as a searchable database of your products. If youвЂ™re not online, you can bet your competition is. If you donвЂ™t have a website, or your customers find your website difficult to use, they wonвЂ™t hesitate to click on to your competitorвЂ™s site! START YOUR OWN BUSINESS IN HERTFORDSHIRE GETTING ONLINE A website should be useful and add value to your business, give the right impression and make potential customers want to contact you. You need your site to be easily found by potential customers, simple to use and navigate and clear in content and contact information. If youвЂ™re serious about making the right impression employ the professionals. Self made sites wonвЂ™t fill your customers with confidence about your approach to business. The more functionality you have the higher the cost. Start with the basics and add the rest later. If you get the site built right the first time you should easily add functions as you grow. Content. All web content should be written with both your audience and the search engines in mind. Your audience should always be priority, capture your audience with short bulleted statements that are quick and easy to read. Use of images should be limited so as not to clutter the page and increase the time your page takes to appear. Getting online step-by-step Prioritize your content. The right domain name. If your exact business name has already been taken select something close and memorable. Avoid using dots and dashes in the name as these are easily forgotten. Ideally you should use .com for business in the US. All good web agencies will set this up for you and help you select the right name. Support for the future. How do you know if it is working? Email. Review monthly statistics showing detailed information from how many people visited your site, the most popular pages to the best referrals. SEO (Search Engine Optimisation) Optimisation will help the search engines to rank your site appropriately. SEO work along with keywords in your content and linking between other websites will all contribute to improving your positioning on the search results pages. Design. There is a strategy behind all good web design, usability studies have clearly shown that using the right navigation, images and copy will retain your audience for longer so therefore more likely to purchase or contact you. WEB/ONLINE Once you have your company domain you can also set up your email. Again take note from the hosting section and pay for right support and security levels suitable for business. MARKETING How often will you need to change the content Business hosting. of your site? How important is your site to your Your site needs to be available 24/7; if a potential business? Getting the right support and hosting customer visits your site and it is not available it are the ongoing costs you need to understand at is unlikely they will return. Hosting can now be the start. If you have content that will change often found at very low prices but consider if it really is a have the site built with a content management saving? Ask where your site will be hosted, if data is system, this will allow you to easily update your backed up and how the security and upkeep of your content without ongoing charges. server is managed. BUSINESS SET UP Your homepage should have your contact details clearly shown, the services you offer and links to the other pages you would most like your audience to view. Your most lucrative offers should be the first to be seen! Professional copy can make a real difference to a site and assist your position in search results. STEP BY STEP Before you start вЂ“ Research. Review your competitorвЂ™s sites. What do you like? What do you dislike about them? What do you think is missing that your customers might need? Knowing your online competition is essential. LOCAL CONTACTS What do you really need on the site? INDEX What do you really need? Use it! Your home page should allow your customers to instantly recognize your company, use your company branding i.e. logo and colors to form a template and style. 44 RESOURCES DonвЂ™t have your website as an extra that nobody mentions. Us it on everything that a potential customer might see, be it your answer machine, letterhead, order form, business card or local advert. START YOUR OWN BUSINESS IN HERTFORDSHIRE SEARCH ENGINE OPTIMISATION 5. Increase Backlink Count - One With so many sites now competing for visitors on the web, how do you you get to the top of the search results? 6. Make Your Site Linkable - Sometimes in order to get users linking to the site, we need to push them in the right direction (gently of course). By introducing a social bookmarking plug-in users could easily share and bookmark your site. 1. Content is king - Original fresh 7. Ensure The Site Loads Quickly - Analyzing 2. Add Complete Metadata - Each page on your that ensuring site pages load quickly is important for SEO then ensuring all the pages are working is even more important. 3. Right Use of Images - Traffic from users 9. Add Full Contact Information - Adding full searching for images (unlike the normal search which will fetch text) could benefit your site. To optimise your images for Google Image search, make sure you use a descriptive file name, images are hosted on your site on a folder and always use alt text to describe the image. 10. DonвЂ™t Give Up - There are no shortcuts when 8. Find and Fix Broken Pages - If we said earlier transparent contact information does not seem an SEO tip at first, but the search engines use this information to boost your credibility which in return will help your ranking. WEB/ONLINE site must have relevant metadata based on the keywords youвЂ™re trying to rank for. To optimise your site for Google, limit the page title (also known as window title) to 70 characters, the page description to 140 characters. Once youвЂ™ve added or updated the metadata, use a preview tool to ensure you havenвЂ™t exceeded the number of characters and that it reads well. MARKETING how quickly your site loads is not only important for SEO, but for user experience as well. When the search engines crawl your site the pages should load quickly because you are looking to get all the siteвЂ™s pages indexed. Google have publicly stated that this is now a significant consideration, particularly with the boom in mobile usage, where download size/ speed is of utmost importance. BUSINESS SET UP content in the shape of articles, howto guides and even elaborate FAQs are the single most important factor for constantly ranking higher up the search engines. By posting high quality original content closely related to your keywords the search engines will associate your site with the search term and over time it will become an authority site. STEP BY STEP Here are 10 SEO tips that should give you a better chance: LOCAL CONTACTS of the most important factors in ranking highly is the number of backlinks (other sites pointing to your site.). Work to increase this number by registering with niche directories, submitting articles, submitting your work to galleries etc as long as you keep it within the search engines guidelines. Building your backlink profile takes times and even when you do get quality links, it might take some time before the engines take notice. INDEX SEO (Search engine optimisation) is the process of improving the volume of traffic to a site from search engines such as Google, Yahoo and Bing via unpaid search results. Fundamentally, the higher your site is ranking for a particular search term, the more traffic youвЂ™ll get. it comes to improving your ranking. Be persistent, work to generate quality content, follow up on the above tips and with time your ranking will improve. 4. Consolidate Homepage Versions - When users By Ran Nir, online marketing manager of Inkjet Cartridges seller Photo Paper Direct. 45 RESOURCES search for a keyword for which your site ranks for they will often see your homepage first. The reason for this is again tied to your authority and because most other sites will link to your homepage, therefore you need to get it right. START YOUR OWN BUSINESS IN HERTFORDSHIRE SEARCH ENGINE OPTIMISATION Being at the top of Google is every website ownerвЂ™s desire but just how important is it? вЂў 75 % of users never scroll past the first page The Google Keyword Tool can be used to find which terms people are searching for, and how much competition there is. It also offers suggestions for other keywords that you might like to focus on. 46 For more information on how you can get your website found on Google, contact Wagada: www.wagada.co.uk RESOURCES вЂў 60% of people choose the top three results to click on in search engine results Once youвЂ™ve done all this, youвЂ™re ready to start on your linkbuilding strategy. Links into your website count as points and the more points you have, the higher you rank. Links from high profile websites are worth more points. Focus on quality links rather than quantity. WEB/ONLINE Keyword Research Search engines look at the words on your page to see what your webpage is about before deciding which terms to rank you for. So you need to pick the terms that your customers are actually searching for to use in your website. Are people looking for removal company or removal firm? You can find all this out when you do your keyword research. MARKETING But helping your customers to find your website is the next challenge. If you donвЂ™t actively optimise your site for your keywords and work on your inbound link strategy you might find that your customers are dribbling in rather than flooding to your carefully designed pages. To get your search engine optimisation campaign off the ground you need to start with your keyword research. If you donвЂ™t know where to find the above, you might need to ask a specialist for help. And donвЂ™t forget to fill out your page description. This is the content that Google displays in the search results list. A persuasive description will get you many more clicks. BUSINESS SET UP So optimising your website is about increasing your visibility. But being at the top of Google also implies that you are a trusted brand giving you the sort of kudos thatвЂ™s equivalent to many personal recommendations. STEP BY STEP Setting up your website is one of the first challenges that new business owners face. Choosing a domain name, finding a web designer and deciding on the look and feel can be an exhausting process and it is tempting to think that the work is done once your website goes live. Web-page Changes Once youвЂ™ve selected your keywords you need to add them to your website. Focus on one primary keyword per page and insert it into the following areas of the page: вЂў <title> tag вЂў <h1> tags вЂў URLs вЂў Page content вЂў In bold, italic and in lists вЂў Image filenames LOCAL CONTACTS If your keywords are highly competitive, you might look for some less competitive terms which would be easier to rank well for. YouвЂ™ll have more success on page one for a less popular term than you will on page 5 for a really competitive one. INDEX Why your website really needs search engine optimisation START YOUR OWN BUSINESS IN HERTFORDSHIRE INDEX LOCAL CONTACTS STEP BY STEP BUSINESS SET UP MARKETING WEB/ONLINE RESOURCES 47 START YOUR OWN BUSINESS IN HERTFORDSHIRE ONLINE MARKETING INDEX What should I include in my online marketing activities? i. Search Engine Optimization (SEO) 25 million people search on Google each month in the UK alone ii. Pay per Click Advertising (PPC) Most internet users have used search engines to find the information they are looking for ThatвЂ™s a huge market for your products & services that canвЂ™t be ignored. So what is online marketing & why do it? iii. Email Marketing Online marketing ensures your website is found in online searches, across a wide variety of search media and it increases the traffic to your website. However, one of the most important things about online marketing is that it generates pre-qualified traffic. People have already made the decision to search for your products or services before they arrive at your website, since they are already actively searching on keywords relating to your products and services. iv. Blogs A blog (or web log) is a website that is updated regularly with news and articles, a bit like an online diary but much more than that. Blogs are a 48 RESOURCES A highly visible website will enhance your company image online and raise the profile of your organization, and last but not least, all of your online marketing activities will generate leads, enquiries and sales. WEB/ONLINE Email is a great way of keeping in touch with your customers and prospects, and much, much cheaper than sending out printed newsletters. Emails can be used in all sorts of ways вЂ“ to give tips and useful information, special offers & promotions and to keep your customers loyal to you. Make sure you build your list in house rather than buy in lists as most people view emails they havenвЂ™t subscribed to as spam. A well-crafted email, sent on a regular basis ensures your prospects donвЂ™t forget about you and makes it easier to cross sell and up sell products and services. MARKETING The most popular PPC providers are Google Adwords, Yahoo Search Marketing and Microsoft AdCenter. You can set your budget so that you donвЂ™t overspend on clicks. Online marketing is the marketing of products & services on the internet. It covers many different activities, which include search engine optimization (SEO), pay per click advertising (or вЂ�sponsored linksвЂ™ such as Google Adwords), email marketing, blogging and social media. BUSINESS SET UP PPC is a great way to kick start your online marketing activities, particularly if you want quick results from the search engines and canвЂ™t wait the months it can take to gain high rankings. Businesses pay for text ads to appear alongside search results on sites such as Google, Yahoo and MSN and every time someone clicks on one of the text ads, a fee is paid. How much you pay depends on how competitive the keywords are that you sponsor. STEP BY STEP Did You KnowвЂ¦ LOCAL CONTACTS SEO will ensure your website is found in an online search on sites such as Google and Yahoo, for keywords relevant to the products and services that you sell. ItвЂ™s a long term strategy for your website, ensuring your web pages are вЂ�optimizedвЂ™ for success in the search engines. The optimization process looks at several factors which include keyword research, the design & structure of a website, internal and external links and meta tags. It takes time for a website to rank in the search engines and search engines are now very fussy about giving sites high rankings unless they deserve it! Gaining high rankings is not easy and search is becoming more and more competitive. START YOUR OWN BUSINESS IN HERTFORDSHIRE ONLINE MARKETING - Some blog platforms are free вЂ“ so low cost to experiment with There are lots of good reasons to start a blog: - Search engine friendly вЂ“ posts can be indexed and be found in searches quickly (a few days) Common blogging platforms include Blogger.com, Wordpress and Typepad. - Allow organizations to interact with their audience Social media is becoming increasingly popular and a great way for businesses to interact with their target market. As social sites explode in popularity, many businesses are seeing the benefits of finding the resource to be on them, gain fans, use social media for PR and find out what people really want from their products & services. INDEX very popular way for businesses and organizations to add regular content to their website and also interact with visitors to their website as people can actually comment on the вЂ�blog postsвЂ™. Comments can be moderated so you donвЂ™t have to worry about unsuitable comments being put up. - Like SEO will raise profile of your organization online, allows your organization to have a вЂ�voiceвЂ™, good for publicity & PR. - Visitors can subscribe to blog posts by email or by a вЂ�feedвЂ™ - Gives you the opportunity to put your view on something, particularly if your organization is in the news вЂ“ good for PR Savvy Marketers (www.savvymarketers.co.uk) BUSINESS SET UP The most popular social media site is Facebook and My Space and Bebo are more popular with younger audiences. Twitter has really taken off in recent months too, and LinkedIn is popular with business professionals. All of these sites are free and allow businesses to further raise their profile online. But beware вЂ“ social networking can be addictive! - Responsibility of the blog can be split between a few members of staff, so one person doesnвЂ™t have the worry of keeping it up to date themselves. STEP BY STEP - A very easy way of keeping a website up to date вЂ“ posts can be put up quickly and easily without needing any technical expertise LOCAL CONTACTS v. Social Media POPULAR SOCIAL MEDIA SITES 49 YouTube (youtube.com) More than 35 million searches each month for вЂ�how toвЂ™ videos. ThatвЂ™s at least 35 million opportunities for businesses to reach people that may need their product or service. RESOURCES Ecademy (ecademy.com) Ecademy connects business people all over the world. EcademyвЂ™s core intention is to help business people to be more successful and promotes the values of a business community who no longer wish to be broadcast to, but demand engagement and conversation. Google+ (plus.google.com) Google+ integrates social services such as Google Profiles and Google Buzz, Circles, Hangouts and Sparks. Google+ is available as a website and on mobile devices. It is GoogleвЂ™s biggest attempt to rival Facebook which has over 800 million users. WEB/ONLINE Linkedin (linkedin.com) LinkedIn is a contact network consisting of your connections. Get in the habit of connecting with all your business contacts. When you get a business card at an event, find the contact on LinkedIn and invite them to join your network. Facebook (facebook.com) Facebook Pages allow you to collect вЂ�fansвЂ™ the way celebrities, sports teams, musicians and politicians do. Facebook marketing is now one of the hottest trends among online entrepreneurs today. MARKETING Twitter (twitter.com) Twitter is a free service which allows users to exchange short updates (up to 140 characters long), termed вЂ�TweetsвЂ™ in a way similar to SMS. Any Twitter user simply clicks a вЂ�followвЂ™ button to receive another userвЂ™s public messages in their Twitter feed (becoming a вЂ�followerвЂ™). START YOUR OWN BUSINESS IN HERTFORDSHIRE SOCIAL NETWORKING Social Networking - Who Needs It? You already know you need to get more involved in marketing your business online, and you canвЂ™t have failed to notice social networks Twitter, YouTube and Facebook being mentioned on TV and other, more вЂ�traditionalвЂ™ media. Here some of the reasons why you need to be involved in social networking. Social Networking isnвЂ™t going away The internet has changed In the early days of the internet only large corporations with deep pockets could afford a website. Now thereвЂ™s no excuse for not having an online presence вЂ“ especially with so many free options available. This will work just as well for many other local businesses. Think of hotels, restaurants, florists, bakers, garages, accountants, solicitorsвЂ¦ the list is limited only by your imagination! There you have 4 reasons why your business needs to be involved in online networking. We hope to have persuaded you of some of the benefits and to connect with you on the social networks soon! В© Savvy Marketers, 2012 ~~~~~~~~~~~~~~~~ About Savvy Marketers Sam McArthur and Louise Barnes-Johnston are вЂ�the Savvy MarketersвЂ™! For a free copy of вЂњThe Ultimate Small Business Guide to Marketing via the InternetвЂќ visit: www.savvymarketers.co.uk 50 RESOURCES The way people buy (and do business) has changed There was a time when, if you wanted to arrange a special meal out youвЂ™d ask a family member, friend or neighbour if they could recommend a вЂ�niceвЂ™ restaurant. Or youвЂ™d look under вЂ�restaurantsвЂ™ in the phone book and take pot luck. Now people are more likely to search the internet and to read the online reviews from previous customers before making their choice. WEB/ONLINE As a customer service tool, the social networks are invaluable. Customers can tell a very large audience exactly what they think of a service or product вЂ“ instantly. Anyone can ask questions on Twitter or LinkedIn and expect helpful & informed answers. MARKETING Imagine you own a local car hire or taxi firm, youвЂ™re on Twitter and monitoring whatвЂ™s being tweeted about your local area. Suddenly, a tweet shows up from someone stuck at the station or airport because their lift hasnвЂ™t turned up. You can immediately tweet back with an offer to help. Not only may your firm get the business, but everyone who follows that person will have seen your offer too вЂ“ what great publicity! BUSINESS SET UP Social networking works for local businesses too For the reasons above, local businesses definitely need to take part in social networking. If youвЂ™ve always relied on word of mouth to get more business, then social networking is word of mouth вЂ“ on steroids! Do you remember the days before we had Emails? When we used to rely on posting letters, or sending faxes? Sending and receiving messages by email is almost instantaneous, compared to waiting for the postman to deliver important documents - the next day! And with social networks we can now communicate with hundreds and thousands of people all around the world, simply by typing our thoughts onto the keyboard of whatever device weвЂ™re using, hitting send and our message is out in cyberspace, instantly. STEP BY STEP Using social networks, companies can spread the word quickly about, for example, special offers or new product launches, and drive more interested traffic to their websites and stores. Loyal and delighted customers will help by sharing their experiences on Twitter & Facebook, and perhaps even on their blogs. LOCAL CONTACTS What this all means is prospective customers are likely to do at least some research using the internet when theyвЂ™re looking for the type of products or services you provide, than to rely on the Yellow Pages or other printed publications. INDEX The major supermarkets are now vying for the opportunity to deliver the grocery shopping, at a time thatвЂ™s convenient to you, and even carry it right into your kitchen! START YOUR OWN BUSINESS IN HERTFORDSHIRE USEFUL RESOURCES www.oft.gov.uk Advice & Support Business in the Community www.bitc.org.uk Business Link www.businesslink.gov.uk Federation of Small Businesses (FSB) 02380 812699 The FSB is the UKвЂ™s largest campaigning pressure group for small business. Horsesmouth www.horsesmouth.co.uk Horsesmouth is an online social network for informal mentoring, where everyone can give and gain. You can search for a mentor, be a mentor, or simply browse the inspirational profiles and stories on ItвЂ™s safe and itвЂ™s free. National Enterprise Network (Formerly National Federation of Enterprise Agencies) nationalenterprisenetwork.org NFEA is the national enterprise network. Members are drawn from local enterprise agencies and a wider range of enterprise 51 www.primeinitiative.co.uk The PRIME Initiative provides free information, events and training to help older people get back into work by starting their own business - also known as вЂ�becoming self-employedвЂ™. The charityвЂ™s activities are needed because the over-50s face huge problems of unemployment and age discrimination in the conventional job market. 0800 783 1904 School for Start Ups www.schoolforstartups.co.uk The inspiration of serial entrepreneur and angel investor Doug Richard, School for Startups is the UKвЂ™s leading provider of business training for entrepreneurs. They provide expert tuition on the critical issues entrepreneurs need to understand, including how to start a business, finance and investment, product management, managing successful teams and entrepreneurial marketing. ___________________________ RESOURCES www.fsb.org.uk www.hmrc.gov.uk/leaflets/se1.pdf PRIME WEB/ONLINE Business Link is governmentвЂ™s online resource for businesses. It contains essential information, support and services for you and your business вЂ“ whether you work for a large organisation or are on your way to starting up. HM Revenue & Customs (HMRC) was formed in 2005, following the merger of Inland Revenue and HM Customs and Excise Departments. They ensure the correct tax is paid at the right time and their website contains all the information that you need to ensure that you comply with the legal requirements. If you are thinking of working for yourself, there is a very useful leaflet at: MARKETING Business in the Community mobilises business for good. Its members commit to improve the way in which they manage their resources, be that their people or the planet. 020 7566 8650 www.hmrc.gov.uk BUSINESS SET UP Armchair Advice www.armchairadvice.co.uk Advice and information regarding redundancy and job loss. HMRC STEP BY STEP You are not alone! There are plenty of resources designed to help new business start ups. Here are some of the best... Understanding the laws that affect you is an important part of running a successful business. This site gives a quick guide to the main rules covering how you sell, how you treat your customers, how you compete, and how you can protect your business from scams. LOCAL CONTACTS Office of Fair Trading INDEX support organisations and provide an array of services to new and emerging businesses, including independent and impartial advice, training and mentoring. Search facility allows you to for your nearest member. 01234 831623 START YOUR OWN BUSINESS IN HERTFORDSHIRE USEFUL RESOURCES Enham Business Ability www.enham.org.uk Shaw Trust www.shaw-trust.org.uk ___________________________ bvca www.bvca.co.uk Fredericks Foundation www.fredericksfoundation.org Olderpreneur Loan Scheme Telegraph Business Club www.telegraphbusinessclub.co.uk The Telegraph Business Club is run by the Daily Telegraph newspaper and has one simple aim: to help dynamic entrepreneurs and ambitious business professionals to become more successful. Weekly enewsletter contains case studies and business information. __________________________ Co-Operatives Growing Your Own Business growingyourownbusiness.co.uk Attending Growing Your Own Business is your opportunity to learn from experts, network with your peers and suppliers and find out how best to develop your business. Dates can be found online. ___________________________ Franchises British Franchise Association www.thebfa.org The association is the self regulatory body of the industry. The BFA was set up in 1977 by some of the major franchise companies to act in the interests of the industry as a whole and to promote ethical standards within franchising. The Association demands that all members meet itвЂ™s standards and that the franchise is set up and operates in an ethical manner. ___________________________ www.primebusinessclub.com Co-operative Assistance Network (CAN) Ltd PRIME has teamed up with Zopa Ltd and Bank of America to create a peer-to-peer loan scheme to help people aged 50+ to raise the capital to start a business. The scheme is designed for people over 50 who are finding it difficult to raise money directly C.A.N. aims to be a good example of a worker co-operative and to assist in the development of coBad News operatives. www.cobwebinfo.com ___________________________ BAD News (Business AdvisersвЂ™ News), a free weekly bulletin for business advisers. WEB/ONLINE Fredericks Foundation is a charity that helps disadvantaged people to The Federation of Small Businesses is the largest campaigning pressure group promoting and protecting the interests of the selfemployed and owners of small firms. Formed in 1974, it now has over 200,000+ members across 33 regions and 230 branches. If you would like to find out more about being involved with the activities of the committee to support local businesses or you would like to attend a branch meeting just to find out what goes on visit the website at www.fsb.co.uk The UK вЂ�s only show designed specifically to help people with an idea for a business, in the early stages starting a business or determined to grow your small business. A FREE huge exhibition, a seminar programme, one-to-one advice, informal and formal networking. MARKETING The BVCA is the industry body and public policy advocate for the private equity and venture capital industry in the UK. Our members come from venture capital, through mid-market, to private equity/large buy-out houses from all over Britain. 020 7420 1800 www.fsb.org.uk www.bstartup.com BUSINESS SET UP Funding & Finance FSB Business Start Up STEP BY STEP Shaw Trust is a national charity which supports disabled and disadvantaged people to prepare for work, find jobs and live more independently. 01225 716 300 Clubs/Societies Exhibitions LOCAL CONTACTS EnhamвЂ™s Business Ability Division provides a free and confidential service, which helps people with disabilities throughout the South East of England, start their own businesses. 01264 345800 from a bank. It allows someone to borrow anything from ВЈ1,000 up to ВЈ15,000 - as long as they have a strong, viable business plan and a clean credit history. 0208 765 7475 ___________________________ INDEX Disabled & Disadvantaged www.can.coop Newsletters RESOURCES 52 START YOUR OWN BUSINESS IN HERTFORDSHIRE USEFUL RESOURCES www.fpb.org Headstart www.startups.co.uk New Business www.newbusiness.co.uk Publications Better Business NewBusiness Magazine offers business advice and the latest business news for small to medium size businesses and entrepreneurs. Subscribe online or register to receive their newsletter. Free online search tool for business names, trade marks, domain names. Business Link www.businesslink.gov.uk Businessballs www.businessballs.com Free material & ideas Start Your Own Business Business Bricks We started this site in 2005 the genuine hope that we could help anyone thinking of setting up on their own. As you can see there is a wide range of help available - but how would you know that it all exists without having to undertake lots of research? We sincerely hope that you find both this giude and our website useful and wish you the very best of luck with your business. Small Business Newsletter www.syob.co.uk Start Your Business www.sybmagazine.com www.businessbricks.co.uk CitizenвЂ™s Advice Bureau www.adviceguide.org.uk Chambers of Commerce www.britishchambers.org.uk Companies House www.companieshouse.gov.uk Confederation of British Industry www.cbi.org.uk Recognised as a leading small business magazine. Readers include people running businesses and those planning to start up. Available by subscription only and is not available on news stands. Daltons Weekly What Franchise? www.daltonsbusiness.com www.whatfranchisemagazine.co.uk www.hse.gov.uk Printed version available from newsagents and is packed with business opportunities. The website is the UKвЂ™s largest database of businesses for sale with over 25,000 businesses listed. Is packed with independent advice and up-to-the-minute information on the nuts and bolts of buying a franchise, while authoritative editorials. ___________________________ Homeworking www.firstvoice.co.uk вЂњBusiness NetworkвЂќ magazine Health & Safety Executive Home of H&S Executive. Free leaflets available www.homeworking.com Running a business from home. My Business Websites www.mybusiness.co.uk All Business 53 National Enterprise RESOURCES www.thefranchisemagazine.net First Voice WEB/ONLINE The Franchise Magazine www.fpb.co.uk MARKETING Forum of Private Business Start Your Business Magazine is a monthly glossy publication that aims to help businesses start-up, grow and flourish in every aspect. Distributed through enterprise agencies and the news trade, but you can save up to 30% if you subscribe from their website. www.better-business.co.uk BUSINESS SET UP Exclusive information from newbusiness.co.uk Sign up by simply entering your email address and clicking the вЂ�Sign UpвЂ™ button on their site. ___________________________ www.newbusiness.co.uk www.anewbusiness.co.uk STEP BY STEP Free news, views, advice and inspiration to help your new business. Headstart is brought to you by Startups.co.uk, the UKвЂ™s No. 1 resource for people starting their own business. New Business Magazine A New Business LOCAL CONTACTS To receive their free eNewsletter visit website where you can sign up to receive regular and up-todate information for small and medium-sized businesses. www.allbusiness.com INDEX Forum of Private Business The UKвЂ™s best selling franchise title and is published 8 times a year. Each edition contains more than 150 pages. START YOUR OWN BUSINESS IN HERTFORDSHIRE nationalenterprisenetwork.org Nomis Web www.nomisweb.co.uk Government statistics www.oft.gov.uk PrinceвЂ™s Trust www.princes-trust.org.uk Small Business www.smallbusiness.co.uk www.ipo.gov.uk Copyright, Designs, Patents and Trade Marks in the UK Small Business www.smallbusiness.co.uk Start in Business www.startinbusiness.co.uk Start Ups www.startups.co.uk Start Your Own Business www.syob.co.uk ____________________ Women in Business Prowess STEP BY STEP Intellectual Property Office www.realbusiness.co.uk LOCAL CONTACTS Office of Fair Trading Real Business INDEX Network www.prowess.org.uk Young Enterprise WomenвЂ™s Wisdom www.learndirect.co.uk Hundreds of online courses. Institute of Directors www.iod.com From free business information and advice. The IoD provides support in all areas of professional life Up My Street www.upmystreet.com www.young-enterprise.org.uk __________________________ Biz Help 24 www.bizhelp24.com Byte Start www.womenswisdom.co.uk Get your new business off to a flying start by sharing the highвЂ™s and lowвЂ™s with other startups. Small groups. Already running but want to be flying? Call us now to join a group near you. 02392 412956 WEB/ONLINE Start Up Portals MARKETING Info by postcode area Prowess is the UK association of organisations and individuals who support the growth of womenвЂ™s business ownership. Their work encompasses raising awareness, sharing of best practice, advocacy and information. Prowess has over 300 members who support 100,000 women each year to start 10,000 new businesses which contribute an additional ВЈ1.5 billion to the economy. 01603 762355 BUSINESS SET UP Learndirect www.bytestart.co.uk RESOURCES New Business www.newbusiness.co.uk Now lets get started www.nowletsgetstarted.co.uk 54