How to Start a Small Business                          

Step 1a: Develop Your "Personal Story" Elevator Speech. If you overcame a major crisis in your life, your first step is to summarize your story and have the ability to explain it to people in one minute or less. This explanation is called an elevator speech because it can be told to someone during the span of a short ride on an elevator.

 

Example: “I almost died in the hospital from diabetes. But, diabetes saved my life. Now, I'm helping others. If you have a friend or relative with diabetes, here's a copy of my  story in the newspaper."

 

Step 2a: Keep Business Cards at All Times. You don’t have to spend a lot of money on business cards. You can get free business cards at Vista Print (you must pay for shipping).

 

Things to include on your business card are:

Step 3a: Create a Website. Having a website is a must. Websites can be designed and maintained for as little as $7 to $10 a month. Of course, the cost will increase when you add more pages, an online store, a blog, an email account, and other features. Make sure you get your own domain and a good web host provider. If you need help, contact our business office.

Step 3b: Use social networking. Set up accounts on Facebook, LinkedIn, MyPage, Twitter, Ning, etc. to expand your network. It's free!

 
Step 4: Get a video camera and audio recorder. Record your story! Record your lectures! Record people in the street talking about your services and how iou helped them! Videos are very powerful!! So are audios, but not as much as video. and, with the popularity of YouTube, you can really get your message out to a lot of people!  If you are a good talker, with a great personality, or, if you have a great story, then, video is a must for your business!
And, once you have video or audio, you can make a DVD or CD to hand out to people.

Step 5: Don’t Stop Talking. Make sure you tell everyone you know about your story and your business.  Give them some of your business cards, or fliers so they can pass them out to people they know.  And remember, you’re not limited to the people you know.  Tell everyone: people in the grocery store, hardware store, barber/beauty shop, post office, the mall, church, parties, picnics, etc.!

Step 6a: Write an ebook. Review all your lectures, videos, audios, notes, research, etc. and write a book, based on your experiences.

Step 6b: Develop a CD or DVD. Review all your lectures, videos, audios, notes, research, etc. and develop a CD or DVD, based on your experiences.

Step 6c: Write a book. Based on your ebook or CD/DVD, write a book, based on your experiences, and get the book published.

 

The most important part of street marketing is to deliver a great product or service. The man you met in the elevator better love that barbeque sauce and you better give him a great price.

 

Maybe you could charge him for 25 dinners for a party of 30 people. It’s not nearly as important to make money from him the first couple of times he uses your service as it is to have him be a return customer for years and to get all his friends to become regular customers.

Learn about your competition, see what they are offering and figure out what it is that you do better than them. Maybe your cleaning service has a special process for removing pet fur and stains that seems to be much more effective than your competition.

 

Once you figure out what it is that you do better than your competition, you should emphasize this special product or service to your customers. Of course you want people to buy all of your products and services, but when it comes to your specialty you want to be the first name that pops into their minds. If someone has used you to remove pet smells and stains from a new home and you did an outstanding job, they are much more likely to have you do basic cleanings down the line.

 

It’s important not to force your niche. Maybe you thought you were much better at removing pet stains than you actually are, but your customers seem to love the way you remove grease stains. It is wise to listen to what your customers are telling you and change the focus of your specialty as needed.

Branding

• Create a slogan to go along with your business logo that lets people know what your specialty is.
• Actively market your niche if being interviewed or reviewed by local press.
• Make your specialty the main focus of your advertising.
• Offer a lower price on your specialty than your competition.
• Develop a powerful video about your story or your product/service, and distribute it on the Internet, and hand it out as a DVD to people on the street.

• Local radio and cable television offer ad time at a reasonable rate with the ability to reach your target market.
• Local newspapers are a good way to target customers. It doesn’t have to be a city wide newspaper. Your town may have a penny saver or small alternative newspaper and your neighborhood may also have a local newsletter or neighborhood paper.
• You can create free ads online using websites like Craigslist.

Business-to-Business Networking

Good networking is an important skill of any successful hustler. It’s important for you to get in the loop, and reach out to those around you who are doing similar things or who can help you take your hustle to the next level.

You can start by networking with other businesses in your community this is called business to businesses (b-2-b), This is a great idea because:

• You can get referrals from other business owners.
•  You can learn about different resources available for local businesses.
• Instead of using money, you can barter services.
• Example: If you have a coffee shop, you can use the copy machine in the bookstore for your menus and bring them free coffee and treats in exchange.
• You can create promotional materials that advertise both of your businesses, and share advertising costs.

Getting Started

Some Example Ideas:

• If you have a barber shop, hand out coupons for a discounted slice of pizza (from a local pizzeria) with every cut. In return, they can hand out haircut coupons with each pizza they sell.
• If you have a flower shop, provide fresh flower arrangements to the restaurants in the area, for a reduced rate. In return they can place a small sign in their entrance advertising your business.

Guerrilla Marketing Ideas

Here are some ways to promote your business with little or no money -- just your creativity and your time.

1. Talk, talk, talk - Look for opportunities to tell your story to someone while standing in line at the post office, grocery store, etc.
   
   • Here's kind of a angle that the author uses every once in a while: He'll go to the grocery store and buy 20 bags of frozen vegetables. Someone in the grocery line or the clerk will always say something when they notice all the vegetables, something like: "Wow, someone really loves their vegetables!" This gives the author an opening (or excuse) to tell them that he discovered that vegetables saved him after recovery from a near-death diabetic coma. Most people pick up on the following words: "death", "coma", or "diabetes". Inevitably, someone says" "My mother is diabetic." So, the author quickly tells him his story (in 15-20 seconds) and gives everyone a copy of his newspaper article. This is just one example of why you want to be able to summarize your story in 20 seconds or less.
   • There are so many creative ways to get your story out into the public. Another example: The author carries a copy of his book with him when he stops by the post office to mail some letters. Inevitably, someone in line sees the title "Death to Diabetes" and asks the author something like: "Is this book any good?" And, the author smiles and says: "I think it's a great book for diabetics -- although I might be biased as the author." This leads to a discussion with 2 or 3 people standing in line, who happen to have relatives with diabetes. Again, the author hands out copies of the newspaper story. 
   • Gradually, over time, people in the post office, and people in the grocery store recognize the author when he stops by. And, it didn't cost him any money or any time since he had to go to the post office or the store anyhow.
   • Another example is church: In many churches they ask people to share their personal testimony. This is a perfect platform to telling people about your own personal story of recovery.
   • Key Point from the author: Never try to sell your product --  always focus on your story.
2. T-Shirts – This is great for turning yourself or others into walking billboard. You can give the t-shirts away as prizes which is also another great way of gaining word of mouth promotion. Your t-shirts for the prizes don’t need your website address on it. Just give away a great, fashionable shirt and that’ll have people eager to tell friends and family where they got it from.
3. Buttons, pens, pencils, decals, notepads, etc. -- Use stationery to promote your business. Every time a person uses your pen or writes on your notepad, they'll see the name of your business.
4. Business Cards – STOP! Don’t skip this one. So many people see this and think you’re going to tell them to print cards and hand them out. I’m not! What you do with these cards is head to every library or book store in your city and find the section that relates to your business. Open each and every book and place a business card somewhere in the book. This is great targeted marketing and only costs you a few bucks for the cards and an afternoon of placing the cards. If you need some great business cards, check out VistaPrinting or UPrinting.com
5. Write an paperback book – This is a very powerful promotional tool as well as a product that will generate revenue for your business. However, not everyone can write a book that people will buy. If you're not a good writer or if you don't like to do research, this is not for you. But, if you write your own book, people will definitely see you as an authority in your niche.
6. Write an E-book – This is easier than writing a paperback book. You can do this for two reasons. One, you can write an e-book on a topic in your niche and circulate it so people will start to see you as an authority in your niche, or you can also sell the ebook for a small profit and use that money to fund your business.
7. Money Stamping – grab a stamper from your local office supply store and stamp a funny phrase along with your website address on it. Have a make money online blog? Stamp something like “Learn how to make thousands of these online: sitehere”.
8. Sticky Notes – Another way to use your stamper or even your printer. Sticky notes are noticeable anywhere because people know what they’re for notes. Put these on local business doors, offices, cars, or above mail boxes in apartment complexes and people will take notice.
9. So many stamps – Looking for a way to get noticed in the huge pile of advertising mail potential clients get? Send your promo material in a big manilla envelope and put 22 – 2-cent stamps on it. Out of 100 envelopes, who’s do you think will catch the eye first?
10. Do Not Disturb – Heading to a blog expo anytime soon? Get some door hangers printed up with your business information on it and possibly a link to something free on your site. Get the attention of everyone in your market this way, and it’s super cheap as well. No-one else I know has been doing this so you’ll stand out for sure.
11. Pay it forward – when you’re heading into the movie theater, pay the persons way behind you and tell the cashier to give them your business card. You’re not guaranteed that the person will become a client but I bet the word of mouth on that one would be pretty big.
12. Fake publicity stunt – you could have people picket your storefront with signs that read “This business is too nice” or “Company X is too good at their job”. There's a million fake publicity stunts, use your imagination and I bet it’ll work no matter how weird or out of the box it seems.
13. Guest blogging – This is for the bloggers out there, or even the freelance writers. Guest blog on other blogs largely related, or semi-related to your websites niche. Opening other peoples eyes to your name and your website is always good promotion, especially if you’re an awesome writer. Not to mention networking with other bloggers is great for business as well.
14. Bumper Stickers – These are great because they can go anywhere, not just on your car. Bathroom stalls, street poles, etc. Get creative with where you place them, they can grab peoples attention when placed in the right spots.
15. Help Home Based Businesses – most HBB owners try to keep their records hidden from local housing authorities so they’re hard to reach. head over to your local chamber of commerce and suggest a HBB committee. They might appoint you head of it (you can even ask to be) and you have a bunch of HBB owners who will come to chat and you can promote to with business cards, flyers, booklets, ect.
16. Top 10 reasons to choose YOU – instead of leaving business cards or other promo material at a business or in someones email box, create a list of the top 10 reasons why the prospect should choose your company. Make them 100% true, humorous and memorable.
17. Demonstrations – got a service business? this is perfect for you. Find a local store that pertains to your services and put on a free demo of your services. Your service involve outdoors? Contact news stations and let them know you’ll be offering a BBQ and free service demonstration. The BBQ could get a little costly, but the amount of press and promotion could really pay off.
18. Print Calendars – These could be given to each of your clients or left in a store for people to take for free. Print your website address and a little slogan or client testimonial on each months picture for exposure every day. The people using your calendars will even help you out when they have company over who will see the calendar, especially if the images you use are high end and visually appealing.
19. Window decals – get a custom printed window decal on your car with your logo/website and possibly a slogan. looks professional, and is great for red lights.
20. Sponsor an event – doing this is at most times, very inexpensive and also GREAT for publicity, especially if its a big event. You normally get your logo and business mentioned in all of the events promo material which is tons of publicity you normally wouldn’t get. Be at the event to add extra stickiness to your business name and interact with the guests.
21. Holiday Greetings – send emails or snail-mail to your past clients wishing them happy holidays (Christmas, Thanksgiving, New Years). This helps them keep your name/business in their head as well as standing out from the other people they’ve done business with before.
22. Charity Donations – Donate some of the profits you generate every month to charity. Great for promotion in the media and clients to feel like they’re helping out the charity by purchasing from you.
23. Hold a Contest – This could have 1-10 winners which helps the word-of-mouth promotion everyone needs and wants. You can gain free press for starting the contest, plus publishing the winners is great for more press coverage.
24. Partnerships – Do you have a lawn-care business? Try partnering with a window washing company. Any partnership which benefits both companies is a great idea and a great way at grabbing the attention of new potential clients. Also a great way of giving your business targeted marketing.
25. Blood Drive – Host a blood drive, contact newspapers, tv news, radio, ect. have 1-2 banners up with your website information and also have business cards at the sign in table. Everyone loves to help their country, city, state, ect. and giving blood is the easiest way for some people to do that. Putting yourself in the forefront of your cities next blood drive would make your business very visible to a whole range of new potential clients and word-of-mouth advertisers.
26. Client Appreciation BBQ – Invite your past clients to a BBQ and let them invite 1-2 friends to come with them. This will help your customers LOVE you even more than they already do, as well as bring some new faces into contact with you as potential clients.
27. Outdoor Signs – Ever see the huge amounts of signs in the grass for mayor elections or in the front yard of a house that just got remodeled? This is a great, and inexpensive way to get your websites name out there. Pick a great tagline or picture for the ads, and you’ll be sure to get noticed.
28. Circulars – A lot of people nowadays are looking for good deals on just about anything, so when they receive the “junk mail” it’s not considered as “junk” anymore. Get a brochure put into these and you’ll have a good chance at 10-100K people to see it depending on how big the circulation is.
29. Newspapers – You don’t have to just buy an ad. Today, a lot of newspapers are hurting for editorials, so if you have any copy writing skills, you can send in some editorials to the newspapers and include a byline for your company/website information.
30. Magazines – Similar to above. Don’t just buy an ad that will get looked over, but write an article and if it is well written, when people read it, they’ll want to check out your website for more information on you.
31. Put it on a bus – Mobile advertising is great and will get viewed by a lot of potential clients on a daily basis.
32. Postcard Mailing – This is a bit cheaper then sending out envelopes that might weigh a bit and it also is easier for the potential client to read what you’re promoting without having the OPTION of opening the envelope (a postcard is one single piece of paper).
33. Giving it Away – How many people will turn down a free service or product? I don’t think very many will, so your voice and company will get out there in front of a lot of people. It’s also good for press to say you’ve given away X amount of products or services.
34. Enter Business Awards – from small, local awards, to big, multi-national ones like Inc., your company could benefit from the exposure inside the awards. It’s an added bonus if you win because then you have a nice trophy in the office, or ribbon on your website that says you’re a good company.
35. Link Bait & Viral Marketing – This is a well known tip to bloggers and website owners but few actually use it to their full advantage. For example, create some surveys as link bait, or create some funny videos can boost your viewers in a huge way.
36. Offer all the extras – If you cut grass, offer to come in the winter and shovel snow. If you cook dinners for offices or nurses at hospitals, offer to create desserts. The ideas are endless, but if you give your clients EVERYTHING, they will have nothing to go elsewhere for.
37. Borrow a wall/building - get a projector and find someone to let you use the side of their business/wall, and have your company logo/website/information shown on it every night. I know I would personally stop and look at what was showing on the side of a building for sure, so I can imagine how many others would as well.
38. Own the bus stop – Not literally, but if you can get your ad on the poster area of the bus stop along with the seat inside the bus stop, you could effectively “own” the bus stop and the eyes of everyone who stands there on a daily basis waiting for the bus. Add this in with #6 and you’ve got something everyone will remember and talk about.
39. Doctors Office Magazines – Slip business cards into magazines every time you go to the doctors. That’s what they get for making you sit in a waiting room for 2 hours at a time, only to be seen by the doctor for 15 minutes
40. Sex Sells - If your business is built for it, use it. Anything that isn’t “highly upper class” could use a little sex in their ads or in various ways. You could have 5-10 bikini models picket outside your business. This will definitely grab attention of guys in cars passing by.
41. Sponsor the homeless – I believe in helping people in any way possible. If you see a homeless person somewhere on your daily commute to work, or various other places, you could pay the homeless person to hold a sign that reads “YourCompany.com paid me to hold this sign”. Regardless if it brings a TON of business your way or not, at least you’ll feel good about yourself, and you’ll touch that persons life forever. Buy them lunch and dinner or take them to a grocery store and pick out some chips and various other foods they can keep with them. Buy them a hotel room for the night to sleep in and get cleaned up. They’ll gladly stand with a sign for you after you do this for them.
42. Underground Music – Is there a genre of music that your target market listens to? I bet there are hundreds, if not, thousands of music groups that are unsigned and lack funds to survive off their music. Why not offer to rent the hall for their next performance in exchange for flyers and banners during the show, or passed out at the door? You can also sponsor their CD production, or offer to get their website created in exchange for advertising at their shows, on the site, etc.
43. M&M Candy – If you go to the M&M website, you’ll notice that you can personalize your candy. You can use this to either promote your business or just put a thank you on the candy and give it to a client.
44. Hair Salon’s and Barber Shops – How much talking happens in one of these places on a daily basis? Why WOULDN’T you want to be a business they are talking about? Drop in and offer the hair stylists some free food from your restaurant or coupons for free products. They’ll be talking about you to everyone who comes through the salon for weeks to come!
45. 800 number and PO Box – If you’re looking for a company in the YellowPages or online and one has a home address and a number like this: 1-333-565-3245, while the one next to it has a PO Box for the address and a 1-800 number, which do you think is more likely to ‘look’ and ‘feel’ more professional? What company do you think is going to get the first call? You guessed it, the one with the 800 number and PO Box. 
46. Press Releases – Regardless of what anyone tells you, a well formed and well written press release can gain you a lot of attention not only from the media, but from the target market as well. Don’t let this simple tool pass you by when trying to establish your bootstrapped business.
47. Airplane Chauffeur – Find out when a trade show pertaining to your business will be in town. Next, hire a student or someone who will work for a low amount of money and have them hand make a sign with your websites address on it and stand next to baggage claim or right outside the door of the airport. They aren’t picking anyone up, but the people walking by and seeing your website address don’t know that.
48. Let Others Talk You Up – A lot of people will enlist their friends and family to talk to other people about their business, but why not get people who aren’t super close to you, pay them a bit of money and send them out to bars, clubs, movies, restaurants and other busy places to talk up your business. Any word of mouth is good, even if you have to by the persons dinner in order for them to do it. Every little bit helps.

Note: For more ideas about guerrilla marketing for your website and how to start your business, get the How to Start a Business ebook.