Getting Past Your Business Launch

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If starting a business were easy, everyone would do it. But they don’t. Only those of you who know deep down inside you're entrepreneurs at heart will ever take these steps--even if you’ve denied that entrepreneurial spirit burning inside you for a long time.

Using that burning desire to grow your business, however, is a far different task from simply lighting it. Most people start with the odds stacked so much against them that it’s difficult for them to fan the fire beyond the first few months or years. Here are a few pieces of advice I can offer to help you keep your new business growing in size and profit:

1. Hire people who are better at the job than you are. It’s a fact that companies are built by people, and the best people build the best and most profitable companies. Put simply, great employees may cost you 20 to 30 percent more in wages, but they can be twice as productive as mediocre employees. Invest in good people.

2. Place high urgency in everything you do. Always do everything you can today. When I started each of my businesses, I'd work constantly until I just had to go eat and sleep. Too many people treat their businesses as nine-to-five jobs. Never put something off until tomorrow if you can do it right now.

3. Get customers coming back. The road to profitability is through repeat business. Too few business owners set themselves up for long-term success. Your business grows when you add regular new customers on top of existing regular customers. Think of it this way: What if every customer you ever got stayed for life? How many regular buyers would you have?

4. Make decisions quickly. New companies don’t have the time or resources to stand still. General H. Norman Schwarzkopf once said to me, “When placed in command, take charge.” He also believes it’s better to make a decision and move than it is to stand still.

5. Deliver more than you promise. If you tell a customer it'll be three days, deliver in two. If you think it'll be two hours, say three hours and surprise them. This is the best form of marketing ever.

6. Price yourself for profit. Don’t ever be the cheapest. You're the little guy; you don’t have economies of scale. Big companies can make up in volume what they lack in margin. You can’t.

7. Never spend a dollar you don’t have to. You don’t need a new desk, you need a cheap desk. Too many new business owners go and buy the best stuff because they think image is important. Listen, when you get profitable, you can have a big mahogany desk. Right now, just get a desk.

8. Set a big vision.Start Small, Finish Big should be the title of your book. Don’t aim to be the best dog trainer in Montana--aim to be the best in the country. Remember, building a business is a 10-year plan, not a one-year plan.

9. Marketing is math. Don’t ever let an advertising sales rep teach you anything about marketing. Reps will say dumb things like, “Half your advertising works and half doesn’t--and you’ll never know which half.” Rubbish. If an ad that costs $100 makes you $100 back in profit, it’s a good ad. One other tip: Image advertising doesn’t make sense when you're not yet profitable.

10. Learn to sell. There's nothing worse than a business owner who isn’t willing to sell--or even learn to sell. No company makes money unless someone sells something, and you can’t just rely on people you hire to do the selling for you. If you want to grow a profitable business, you’ve got to learn sales yourself.

11. It’s simpler than you think. Before most people even go into business, they work it up to be far more complex than it really is. Business is very simple: Sell at a profit and keep at it. Overcomplicating the process won’t help anyone. If your business seems too complex, it probably is--so make it simple and watch yourself succeed.

Remember, you have a lot to learn--and that’s a good thing. You'll make mistakes. Just try to make them small ones at the start. Never bet the ranch on one deal.

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Brad Sugars is Entrepreneur.com’s Startup Basics columnist and the founder of Action International, a business coaching franchise.

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Encouraging Positive Change

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Change is in the air. I see it everywhere and in every person I seem to be bumping into or meeting with these days. New year, new chapter, new beginnings, perhaps. Or maybe we're turning into a culture of innovation and reinvention by design or necessity. As Charles Darwin said, "It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

Every year, I've tried to add something new to the mix with my business to keep it fresh and exciting for me and interesting for my colleagues and clients. I’ve joined new organizations and boards; focused on writing some years, speaking engagements, others; traveled more; traveled less; read more; read less; added experts in new categories; cut back in other verticals. This year, despite having agreed to be the entrepreneur-in-residence with a leading academic institution, I'm going to try a less-is-more approach, which isn't that easy for me. I tend to be a more-is-more person in many respects.

It's not that I have trouble saying no; it's just that there are so many things I want to say yes to. And the older I get, the more things I find myself interested in. The problem is that I do my best thinking when I have down time and am not overscheduled. But unless I'm incredibly disciplined, it's hard for me to leave open spaces on my calendar. My tendency is to fill them, so I'll need some willpower to combat what comes most naturally to me.

It's said that your thoughts become words, your words become actions, your actions become habit, your habits become character, and your character is your destiny. Fearing that I'm becoming my calendar, I decided last weekend, when a friend called to play hooky, I was going to join her and enjoy the spontaneity of the moment even though I had a ton of work to do. It was the weekend after all, I work too much as it is, and spending time with her always energizes me and creates more capacity for ideas and inspiration.

I was scheduled to give two talks in the coming week and had other writing and speaking commitments planned for later in the month as well, none of which I felt fully prepared for. I was blocked on a few things I'd been thinking about and needed to get out of my rut. Was I overcommitted? Do I have unrealistic expectations for my time? What I realized after walking, talking and eating with my friend is that I should create more time for fun in my life when I cut out the people and things that drain me of my energy and enthusiasm. Easier said than done, I know, but here are some effective tips I've found that should help create positive change in your business and your life:

• Allow yourself to sleep enough. It's amazing how much you can accomplish when you're rested and feeling fresh.
  
• Exercise, and get the blood flowing to all parts of your body. We lead sedentary lives today, spending too much time in front of our computers or behind the wheels of our cars. Get up and move, walk more, and do something aerobic every day. (OK, in the spirit of full disclosure: Do as I say, not as I do here!)
  
• Eat well and regularly; food is the fuel for your mind and body. Sit down and have a civilized meal, ideally with an interesting person or something great to read. It'll open your mind, expand your capacity, and create energy for your day.
  
• Leave room for serendipity in your life. When you have white space on your calendar to think, write, call an old friend or colleague to catch up, or just breathe. Some days I find the most productive thing you can do is actually play hooky.
  
• Don’t be scared to hit the pause button sometimes. There's no rewind in life, but so much of our time seems to be living in fast forward these days that when you feel like you need a break, you should listen to your gut and reflect on what's going on around you. There are times to sprint, times to recover and days that are just a marathon. Each serves an important purpose.
  
• Expand your network. There are a lot of interesting people out there. Go to events or talks you typically don’t attend. Join and organization tangentially related to your area of specialty or linked to a long lost hobby you used to love. There are wine groups, film clubs, weekend ski trips, online organizations and groups for every interest you can imagine. Chances are, you'll meet some great people along the way.
  
• Try new things. Reach beyond your comfort zone so you continue to stretch and grow. You may just stumble into some activities you really enjoy and find out you have some hidden talents and skills you never realized. Keep those synapses firing--it may even help stave off Alzheimer’s, so break those routines and shake things up a bit. Cruise control is for cars, not entrepreneurs.
  
• Make this the year you deal with that issue that's been looming over your head--you know, the one you've avoided tackling. What do you have to lose? You may just solve it if you put it on the top of your to-do list and face it square on. Worst case, you’ll try a few things that won't work, but you may just have that breakthrough you were hoping for after all.

Even if you don't end up making major changes in your business, making some of the small changes I mentioned will help you be more rested, relaxed and healthier, which sounds like a recipe for success to me.

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Paige Arnof-Fenn is the founder and CEO of Mavens & Moguls, a strategic-marketing consulting firm whose clients include Fortune 500 companies as well as early stage and emerging businesses.

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