A special session developed specifically for new businesses. Designed to reduce the risk of costly mistakes and increase success. It consists of an analysis of the marketability of the new business concept along with expert advice and recommendations on how to proceed. The fee for this consultation is $300.00, payable upon completion of the session.

Starting a business
A good idea does not guaranty a successful business! Many entrepreneurs rush to "open" the doors of their new business with little more than a "good idea." When problems occur and sales don't materialize, their dream is destroyed. The main causes for business failure are: poor planning lack of capital and the absence of objective marketing.

Over the years, I have been contacted by thousands of desperate individuals who have tried to make a-go-of-it on their own. After unsuccessfully trying to start their business, they come to the reality that they need professional help. This is usually when they are almost out of investment capitol. Unfortunately, sometimes it is too late.

One of the biggest mistakes new business owners make, is that they blow most of their money establishing their base of operation, while underestimating the importance of "marketing." A beautiful office or a well-equipped manufacturing facility might give the new boss a feeling of confidence, but it doesn't bring in sales! A well organized, and funded marketing effort does, and that is what is vital to the success of every new business.

Some entrepreneurs get their priorities mixed up and spend money foolishly too much too little or in the wrong places. Utilizing your investment capitol is essential to starting a business off right. Printing "temporary" business cards or a makeshift brochure is a waste of time and money. Hiring employees without clear defined marketing objectives drains dollars and yields an uncoordinated effort at best.

These are some of the things you shouldn't do. What should you do? Prepare organize and seek professional assistance. I have prepared a generic list and sequence designed to minimize risks and maximize the efforts. Of course every business is different and some variations may be applicable. By following my systematic checklist, a new business venture can be launched in a coordinated professional manner.

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Why businesses fail
Thousands of new businesses are started every week. Ninety-nine percent of those businesses will fail within the first year. The primary reason is lack of capitalization. The second reason is poor management. Actually the two go together. If you don't have the money in the first place you are a poor business manager.

The biggest mistake that most entrepreneurs make is they really believe if they have a good idea the world will beat a path to their door and buy it. WRONG! Developing a product or service is only one-third of the equation. The other two-thirds require marketing and selling it. In other words, for every dollar you spend on developing your idea you need two more bucks to market it.
What do I mean, "market it"? Build a market demand by advertising, developing sales inquires, line up distribution channels and a method to SELL the product. This takes hard work (sales) and money. If given the option, I would rather invest my money to generate potential buyers clamoring for my product, than spend all my money on a warehouse full of goods and have no potential sales.

Of course there are some exceptions to this rule, companies that have started on a shoestring and managed to survive with little or no marketing. But those are rare. All of the highly successful businesses have utilized marketing to become profitable. Remember the Pet Rock? There was a concept that was 99% marketing and 1% product.

A story I have heard repeated over the years is. "We spent all of our capital perfecting the product and setting up our company... now we need to sell it, but we don't have any money left for advertising." Without advertising you cannot reach your target market and tell them that your product or service exists.

If you put the emphasis on marketing over product development, or furnishing your facility, you will find out a lot quicker if the idea will sell. In the long run you'll risk less and have a greater opportunity to be profitable. The reason is "marketing input". As you develop your concept and get market feedback, you'll be able to make modifications that will increase its appeal and salability. If in the course of marketing you come to the realization that the idea won't fly... you cut your losses before expending your life savings on a dinosaur.

If going into business were easy everybody would have his or her own enterprise. This is where professional marketing consultants are invaluable. An experienced ad/marketing firm will offer outside objectivity, counsel and direction to make your dream a reality or point out where you are wasting money.

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CHECKLIST FOR NEW BUSINESSES
· The items in green type are where you need the services of a professional marketing consultant.

1. Research the need for your prospective product or service. Check out competitive or similar businesses.
2. Check out zoning restrictions.
3. Establish a start-up (task) budget.Include all company setup costs, estimated for the first3 to 6 months.
4. Figure out how to survive financially for 3 to 12 months until business makes profit.
5. Choose form of ownership. Incorporate if necessary.
6. Write a Business Plan.
7.· Consult with an experienced Marketing Consultant for outside objectivity before you commit.
8.· Select a company and brand name.
9. Engage competent Accountant, Attorney & Banker.
10. Get a lease commitment for your place of business.
11. Obtain federal/state employer tax number.
12. Establish phone service.
13. Open a business bank account.
14. Get all required licenses, bonds and insurance.
15. Pick suppliers vital to your company, establish contact.
16.· Develop a Marketing Plan.
17.· Establish a business I.D., Logo Design, Print Business Cards, Letterheads, Forms, etc.
18.· Order signs, get city permit if required.
19.· Develop Collateral (sales support material) Brochure(s), Catalog, Product Sheet(s), etc.
20.· Develop operational material: Contracts, order forms, operational material.
21.· Check deadlines for advertising and promotional media, Yellow Pages, annual directories, etc.
22. Buy or lease office furniture, fixtures and equipment.
23.· Set up business operating procedures: answering phone, billing policy.
24. Interview staff and employees.
25. Arrange for utilities to be turned on.
26. Order all office supplies.
27. Hire employees.
28. Orientation (training if applicable) of staff regarding company policies, goals and objectives.
29.· Announcement and promotion of the opening of your business through PR, direct mail and advertising.
30.· Open your business! Launch your advertising, marketing campaign.