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It's A Jungle Out There

You've filed your "dba", written a business plan, found an office (or retail space), and hung your sign above the door. Now it's time to go get customers.

Being an entrepreneur is a lot like being a wild animal. We're constantly foraging for new business, continually chased (and sometimes eaten) by our competition, always on the run, never satisfied, and usually having to rely on the laws of the jungle to survive. Sounds pleasant, doesn't it?

As a new business owner, you've got to know some rules if you're going to survive.

Rule #1: Your first year in the jungle is going to teach you your best survival strategies. Learn from your mistakes so you won't repeat them.

Rule #2:Never give up or give in to defeat. The entrepreneurs that persevere are the ones who don't become prey. If you're feeling unsure about the viability of your new venture, consult with a business or marketing expert who can give you an objective assessment of where you might be going wrong.

Rule #3: Know your target market. If your business caters to corporate executives, don't waste your time in expensive leads groups that cater to small businesses. Focus your attention on networking organizations and business committees made up of your target clientele.

Rule #4: Don't spend a lot of money on shotgun advertising or marketing gimmicks. Focus instead on strategic marketing tactics that will put you in front of your target audience - without spending a lot of money. Once you've got a very clear picture of your ideal customer, brainstorm with your business partners or other entrepreneurs to create a variety of tactics you can use to establish a relationship with them. Following are some ideas:

Create a leads group of your own and invite potential customers to join.
Develop a strong network of business allies and consider co-op advertising.
Join business committees and civic organizations that will put you in front of target clients or customers.
Conduct a survey of your target market and publish the results.
Generate news releases to announce new clients, products or services. Tip: Sending a photo with your release greatly increases the likelihood of it being published.
Barter your company's products and services for outside marketing, advertising and graphic design services.
Develop a newsletter (or series of newsletters) geared to your target market(s).
During "down times", offer donations of your products or pro bono services in exchange for positive (free) publicity.
Have a unique business or product? Contact television and radio stations, newspapers and magazines to solicit stories about your company.
Conduct workshops throughout the community to publicize your business.

Rule #5: Love your business. When you love your business and believe in it wholeheartedly, you'll have the confidence to get through the jungle in one piece, and the conviction to sell yourself successfully to potential customers. Happy hunting!

Debra Davenport, PhD, is a Master Professional Mentor and the president of DavenportFolio, a licensed firm with offices in Los Angeles and Phoenix that mentors entrepreneurs and professionals. She is the creator of the Certified Professional Mentor® designation and certification program and the author of The Ten Commitments of Highly Successful People. debra@davenportfolio.com or (866) 232-6492.

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