Small business revolution : how owners and entrepreneurs can succeed / Barry C. McCarthy.

Format:

Book

Author/Creator:

McCarthy, Barry C., author.

Language:

English

Subjects (All):

Small business--Management.

Small business.

Small business--Finance.

Small business--Growth.

Physical Description:

1 online resource (253 pages)

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Incorporated, [2022]

Summary:

"Part uplifting narrative and part instructional manual, Small Business Revolution explains how SMBs can endure a recession and remake themselves for a post-pandemic marketplace. Using examples from the award-winning TV show of the same name and from Deluxe's 4.5 million customers, entrepreneurs and small business owners will learn how to manage cash flow in a recession, navigate payroll costs in a turbulent time, adjust to new customer buying experiences, embrace new revenue and marketing channels, and engage and leverage their community to build back stronger than ever"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Introduction

Chapter 1 The Small Business: You Are a Very Big Part of America

We're in Your Corner

Seismic Events

The Small Business Revolution

Leader to Leader

You May Be Thinking This

Companion Site

You Are Part of a Worthy Tradition

This Guide Can Also Help You to Start a Business

How SBR Analyzed Businesses, and How This Book Is Organized

Chapter 2 Why? Tough Questions, Tough Decisions

When a Hobby Becomes a Business

When It's Right to Be Brutal

Course Corrections

Seeing the World as It Really Is

Four Crucial Decisions

Decision 1: Change Nothing or Decide to Change Something

Decision 2: Make All the Mistakes Yourself or Learn from Others

Decision 3: Follow the Recipe, or Strike Out on Your Own

Decision 4: Bag It Early, or Push on Through

Be Like a Duck

Work-Life Integration

Put Your Mask on First

Chapter 3 Crucial Numbers

Back-Pocket Accounting

One-Sheet Accounting

Revenue

Expenses

Income

Cash Flow

100-Foot Level

Hobby Hell

The Balance Sheet

Lengthen the Time Span

Let's Do Some Basic Analysis

Cost of Goods Sold

What's Your Capacity and True Market Demand?

Golden Ratios

SCORE Mentoring Program

Chapter 4 Concentric Circles

About You

About Your Co-Workers

Have a Sandwich

Testing, Testing

Your Brand

You Have One, Whether You Know It or Not

What Your Brand Is Not

What Is Your Brand, Then?

What It's Like to Work with a Good Brand Specialist

Logos

Mood Boards

Your Brand as a Choice

Reduce Risk by Testing

Chapter 5 Getting Visible

16 Common Mistakes Business Owners Make with Their Online Presence

Mistake #1: Not Having a Website to Begin With

Mistake #2: Having a Site That Doesn't Even Do the Minimum.

Mistake #3: Not Arranging Things So That Updates Are a Breeze

Mistake #4: Having an Awful Domain Name

Mistake #5: Paying Too Much for a Website

Mistake #6: Paying Too Little for a Website

Mistake #7: Your Site Is Broken, as Far as Many Visitors AreConcerned

Mistake #8: Your Site Looks Awful on Mobile Devices

Mistake #9: Your Site Looks Okay, But It Takes Forever to Appear After Someone Types in Your Address

Mistake #10: You Have Typical Stock Images on Your Site

Mistake #11: You Don't Get to the Point Quickly

Mistake #12: Your Site Does Not Include Links to "Terms of Service" and "Privacy Policy" Pages

Mistake #13: You Don't Have Your Site Backed Up

Mistake #14: You Have Ineffective Passwords and Proceduresfor Them

Mistake #15: You Do Not Keep Your Website or Computer Updated

Mistake #16: You Don't Have an Online Form on Your Site, But Instead Rely on People Contacting You Through Your Email Address

Two Big Visibility Boosters

Visibility Booster #1: Organic Search

Visibility Booster #2: Paid Search

Chapter 6 Bringing in Business

A Chiropractor's Secret

Community-Based Business-Building Methods

Other Physical Business-Building Methods

Online Methods

The Most Dangerous Number in Business

Chapter 7 The Craft of Persuasion

11 Principles of Business Persuasion

Principle #1: Speak to One Person

Principle #2: Get to Know Your Customer More Than You Do Today

Principle #3: Know Your Competition and Find a Way to Outclass Them

Principle #4: Write Like You Talk, and Talk Like a Friend

Principle #5: Own a Phrase in Your Customers' Heads

Principle #6: Talk about the Benefits of Benefits

Principle #7: Prove Every Assertion

Principle #8: Explain Who Is Not Right for Your Product or Service

Principle #9: Reverse the Risk

Principle #10: Remove Speed Bumps to the Sale.

Principle #11: Don't Be Boring

Chapter 8 Relationships

The Contact

The Thread

Name Capture

Turning a Lead into a Prospect

When Prospects Become Customers

Lifetime Value of Customers

Where You Keep Customer Data

Testimonials

Awards and Other Recognition

Chapter 9 Vulnerabilities

Your Physical Locations

Business Risks

Your Competition

Chapter 10 The Power of Email

What Are You Sitting On?

"Email is spammy."

"Email marketing is so yesterday. The world has moved on."

"I can write, but I'm not a writer."

"My customers are on social media."

Yet Another Key Reason for You to Take Email Marketing Seriously

When to Use Email Marketing for Maximum Effect

Major Use #1 for Email: Name Capture

Major Use #2 for Email: Segmentation

Another Way to Segment

Major Use #3 for Email: Automatic Relationship Building

The Mechanics of Good Email Marketing

"I don't want to give out my personal email to anyone

that's a prescription for even more spam."

You Need an ESP

Chapter 11 The Right Way to Use Social Media

Social Media Myths and Realities

"My customers are not on social media."

"Social media is not a serious media channel. After all, we have people posting what they ate for lunch, and doing pouty-lip selfies."

"I hate social media, and it's painful for me to use it."

So Many Platforms, So Little Time

The Thing About Twitter

How Do I Determine Which Social-Media Platforms I Should Start With?

How Often Should My Business Be Posting?

What Tools Exist That Can Help Me with This Whole Area?

Be Careful About Photography

How Do I Know If I've Found the Right Person toDo Social Media for Me?

How Do I Measure Success with Social Media?

Chapter 12 Power Tools

A Robust Payment System

Targeted Promotional Merchandise.

Tools for Competitive Intelligence

Tools for Intelligence on Your Own Site

This One Will Blow You Away

Low-Cost Insights

Using Video Effectively

Chapter 13 Your Team

The Question Before the Question

Your Hiring Process

Traits We Look for in New Hires

References

Alternatives to Hiring

Chapter 14 Eyes Wide Open

Small Hinges Swing Big Doors

When Circumstances Change, Take Time to Think

Count Yourself In

Execute on the Fundamentals, Even When They Are Tiresome to You

Don't Suffer in Silence

Beware of Shiny Objects

Epilogue: When to Abandon the Dream?

Common Causes of Business Failure

Determining If You Should Abandon the Dream

If You Decide to Stop

Notes

Chapter 1

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 10

Chapter 11

Chapter 12

Chapter 13

Chapter 14

Epilogue

Acknowledgments

About the Author

Index

EULA.

Notes:

Includes index.

Description based on print version record.

ISBN:

9781119802662

1119802660

9781119802655

1119802652

OCLC:

1273979268