Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including

* strategies for marketing on the Internet (explaining when and precisely how to use it)

* tips for using new technology, such as podcasting and automated marketing

* programs for targeting prospects and cultivating repeat and referral business

* management lessons in the age of telecommuting and freelance employees

Guerrilla Marketing is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf.

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Information Technology Outsourcing Transactions: Process, Strategies, and Contracts

Product Description
A completely revised update of the First Edition, this book focuses exclusively on outsourcing information technology such as data processing, computer systems, and specialized software programs essentially an intellectual property transaction. It covers, among other topics, licensing and software development agreements, sales of tangible assets, human resources management, and more.

Buy from Amazon –> Information Technology Outsourcing Transactions: Process, Strategies, and Contracts

2010 Trends On Outsourcing Strategies

Contrary to what some naysayers of outsourcing are saying, the industry is alive and well, and it seems that it’s going to stay for a long while yet. Competition in outsourcing is becoming very stiff now, what with the industry expanding, as is what professional services firm Pricewaterhouse Coopers surmised in its Jan, 2010 report. Everyone wants a piece of the cake, but when everyone’s toting the same salver, it’s a bit difficult to decide to whom to give a piece to.

Which then begs the question: What strategies are some of the outsourcing companies employing now in order to differentiate themselves from the competition? Well, taking a look at the recent outsourcing news, here’s what we found:

They’re Forming Partnerships

“Strategic partnership” is the term, and that’s what these companies are doing now, take Fortify and Keypair Technologies, Liquent and TAKE Solutions (NSE:TAKE), Hexaware (NSE:HEXAWARE) and EBaoTech, or the most well known of the bunch, Wipro (NYSE:WIT) and Main Street America Group, who all announced new strategic partnerships on March 4. All of these companies forged their strategic partnerships to help them broaden their reach and improve their offerings.

They’re Refocusing their Business

The very nature of outsourcing is that it allows you to focus on your business; outsourcing companies themselves should already be experts with this. Thus, it wasn’t so surprising when the news came out on March 4 that Convergys (NYSE:CVG) had sold their HRM line of business to NorthgateArinso. With this move, Convergys will be able to focus on their business, and as their CEO, Jeff Fox put it, “[the move] provides an opportunity for Convergys to focus our investments and efforts on growing our Customer Management and Information Management businesses.” And Convergys is not the only one who’s refocusing their business. Infosys (NASDAQ:INFY), on March 5, made it known that they are now planning on having a third of their revenue come from new services such as cloud computing and platform-based offerings. This is in line with adopting a ‘pay-per-use business model’ wherein customers will be paying only for what they use, and what results they achieve. As Infosys’ CEO Senapathy Gopalakrishnan so ably put it, “It increases the risk, and the way we can make money is when the platform is shared. We can’t make money on a single deal because competition will make sure that our margins are very less. And you have to remember that we need to share these revenues with other vendors.” By focusing on less ventured waters, Infosys is ensuring that they’ll get a nice foothold in that market.

They’re Going Green

Going Green is now a big issue in many countries, including the United States and this doesn’t just go for the big companies. Even right down to the home makers, people are finding the environment a big issue and a noteworthy cause. Which is why the move done by Xerox (NYSE:XRX) company, ACS, merits one for the books as an effective strategy, not to mention that they’re also helping the environment. On March 4, ACS unveiled their newest green effort which is the state-of-the-art green data center at Telford in the UK. The center boasts of “the best-of-breed technology with the highest caliber of green credentials,” and the ability to save up to 70% of energy costs while reducing the carbon footprint by approximately 4,200 metric tonnes annually. With this impressive data center, which was designed and built by IBM (NYSE:IBM), ACS is clearly showing the public their stance and support for becoming more environmentally friendly, ushering the company into the public’s, or any potential clients, good graces.

They’re Keeping Their Ear to the Ground

What about us you ask? Well our strategy is that we keep our ear to the ground. Information is essential and keeping up to date on your competitors and prospective clients is a must. Of course it’s not always easy to do so when there are a million things to do, and another million things are happening in the world, not just in outsourcing. But it really does pay to be informed. With us, we offer email outsourcing news subscription service as a value added service, which is not only good for, well anyone who’s interested in outsourcing since the service is free and open to anyone, but also with us because this allows us to go through the news on a daily basis and see what’s up in the world of outsourcing.

These are only four, from a span of two days mind you, and I’m sure there are hundreds of different ways outsourcing companies can differentiate themselves from their competition. The only question now is do you use them?

Five Winning Strategies For Starting A Business

Do you dream about starting a business, but don’t know where to begin?  Does the idea of being your own boss and creating a company that provides great products and services excite you?  But all you do is dream, unable to move ahead?  You’re not alone.  Many women feel this way.

More than twenty-five years ago, I launched my own company, a public relations agency that is still thriving today.  I’ve also had the privilege of mentoring many other women entrepreneurs.  I’ve seen what works and what prevents women from moving ahead.  Below are five step-by-step strategies that can help you launch the business of your dreams.

1.  Commit to one business 
You must commit to one business.  The biggest roadblock to being an entrepreneur is fear of choosing one business and going for it.  You can’t get an enterprise off the ground, if you spread yourself thin.  Over and over again throughout the years, I’ve met women who have the passion to become entrepreneurs, but they keep spinning in circles, never committing to one business.  Look at it this way, once you succeed at building your first company, you can always start another one.

Remember, too, that it’s important to choose a business that you are passionate about.  This is not about the latest fad or fashion.  It’s about making a commitment to something that will absorb large amounts of your time – and possibly quite a bit of money.  So choose wisely.  If you want to start an online business, then commit to it.  If you want to open a retail store, then go for it.  If you want to be a contractor, then move ahead.  But don’t hang yourself up by wanting to do all three things at once.  Make a choice and commit.

2.  Research that business
Today, it’s easier than ever to learn about any business in the world.  For the fastest results, look online.  Google the type of business you want to start.  Find out about professional organizations in the field.  Read blogs and bulletin boards by people doing similar things.  Learn about sources of help.  Read industry articles and buy the magazines or books that can teach you more.  Participate in teleseminars.  You also need to reach out to business people and others who may be able to help you.  You can do this through networking at local events, seminars, business groups, and online through social networks.  Make sure you understand the business that you want to start.  The more you know about it, the greater your chance for success.

3. Create a business blueprint
Don’t worry about writing a formal business plan at first.  Business plans are essential if you want to raise money through venture capital or obtain a commercial loan from a bank or other source.  Most people start businesses with their own funds or a personal loan.

What you actually need is a three to four-page business blueprint that serves as your personal guide to navigating the road ahead.  Here’s what goes into a business blueprint:
a. A clear description of what the business does and who it serves. 
b. A description of how the business will run on a day-to-day basis. 
c. A list of your specific responsibilities as the business owner.  
d. A list of what other people will do. 
e. An estimate of what it will cost to run the business for the first year.
f. An estimate of how you will cover these first-year expenses, either through sales or from some other source.

Once you create a written picture of how the business will function, you’ll be able to move ahead to the next step.

4. Build a team
One of the biggest myths about starting a business is thinking that you’ve got to do it alone.  But you can’t create a great business without help.  Using your business blueprint as a guide, you’ll need to put together the following three teams:

Professional Advisors:  These are the professionals who will advise you on the basics of starting a business such as whether to incorporate; what type of insurance coverage to obtain; and where to work.  These professionals will include an accountant, an insurance agent, and possibly a lawyer or real estate broker.  Make sure you get recommendations from other small business owners before you hire these experts.

Informal “Board of Directors”:  This is a group of unpaid advisors, often made up of friends and acquaintances with business expertise, who will mentor you as you’re finding your way in the business world.  Don’t be shy about asking for their advice.  You’ll be surprised at how many people are willing to help, if you only ask.

Your Own Staff:  This is the team who will work with you on a daily basis to help you build your business.  If you’re not ready for full-time employees, think about adding college interns or part-time employees.  Don’t make the mistake of trying to do everything yourself.  Instead focus on the key activities that will give you the biggest return.  Your business will grow twice as fast.

5. Surround Yourself With Positive People
It’s not enough to simply follow the four steps listed above, you must believe in yourself.  There will be many times when you’ll question yourself, wondering whether you’re doing the right thing.  That’s why it’s essential to surround yourself with positive people.  Negative people encourage self-doubt.  They drain your time and energy, and undermine your ambitions.  Negative people come in many guises, from those who don’t want you to get ahead to others who see the downside of every situation.  And they are everywhere.  Some may even be family and friends.  Try not to share your business dreams with them.  Instead, share your ideas with people who are supportive.  Positive people will help you build your business.  Seek them out for counsel and advice.

Starting a business may seem like a daunting task.  But if you are passionate and committed to making it work, then following these steps will help make the journey easier, less complex, and much more fun.

#    #    #

Jane Wesman is president of Jane Wesman Public Relations, Inc., (www.wesmanpr.com) a firm that creates high impact book publicity campaigns for publishers and writers.  She is also the author of Dive Right In – The Sharks Won’t Bite: The Entrepreneurial Woman’s Guide to Success.

Wesman’s articles on business and marketing have appeared in such magazines and on such websites as American Bookseller, Professional Performance, Inc., Enterprising Women, foxbusiness.com, and womenentrepreneur.com. Wesman is also a frequent guest on television and radio.

Wesman has been a guest speaker at the National Women’s Business Council, the Womensphere Leadership & Innovation Conference, the Stern School of Business, the Fashion Institute of Technology, and the Learning Annex, among other venues.  She is currently working on a new book about women and entrepreneurial leadership.

Wesman is based in New York City and may be reached at jane@wesmanpr.com or 212-620-4080.

Personal Marketing Strategies for Women in Business

Marketing is a basic skill that every woman in business should foster in order to remain on top of her game. But marketing does not apply only to business owners and solo professionals. Employees, too, need to market themselves daily within their organization and in the industry at-large. The goal of all marketing is to develop yourself into a valuable resource, thereby making your input, your service and your product a critical part of other people’s success. It makes you more desirable, and this is important whether you are looking for your next client, a promotion at work, a raise or opportunities in a different organization.

One marketing battle that women struggle with is this: Marketing makes them uncomfortable or at the worst, they think of it as dirty word! As a person who thrives on marketing, I have given this a lot of thought and have spoken with several colleagues for their thoughts and opinions on this topic. Below are some of the common themes that I uncovered along with strategies to reevaluate the role that marketing plays in your work. I believe that marketing is the best life skill to embrace, and I hope that these strategies will help you to move beyond these barriers and perhaps even turn marketing into one of your favorite activities!

Theme 1: “I don’t know how to network effectively.”

This is the most common theme I hear from women. This baffles me because by nature, women are relationship builders and at its very core, marketing is about building relationships. To build relationships, you need to build a strong network of trusted business professionals from a variety of industries so that you can make and receive quality referrals. Women sometimes have a negative connotation about the word “networking” or simply don’t understand how to network while maintaining their integrity. This is a much broader topic than will fit into this article, but the gist of networking it this: Networking will not likely bring you immediate gains. You will, however, start to build a list of respected colleagues and business professionals with whom to form strategic alliances or partnerships, conduct business, share clients, and build a list of prospects who may eventually hire you or send quality referrals to you. By networking with others in this way, you are building your credibility, which may happen slowly, but is a key part of marketing effectively. Equally as important, you must become a resource for others in your network. Try approaching your next networking event with the intention of helping at least three people with their business needs instead of collecting twenty cards that you’ll probably never do anything with anyway.

Theme #2: “Marketing makes me feel phony and dirty.”

As women, we tend to share a need to be authentic. Relationships based on false information are not worthy of us. Take a moment and consider the people with whom you do business – your hairdresser, your favorite clothing boutique, your accountant. I am willing to bet that these people have sharp skills and have been able to provide you with a quality service; otherwise you would not be going back to them. Now, if they can provide you with a valuable service, charge you for it and even ask for referrals, why is it that you have a hard time doing the same? When you find yourself in a rut, ask yourself, “How can I talk honestly about this situation and bring my values into play in my business?” Once you answer this question, you can start to implement these ideas into your personal marketing plan.

Theme #3: “I don’t know how to get started.”

There is no one “right” way to market yourself. An easy way to start is to reach out to others and be genuinely interested in their businesses and their needs and make quality referrals when you can. This gets back to the idea of forming a relationship. Use your relationship building skills in the context of marketing because this is in fact what you are doing. Your goal is to build trust and respect of others so they will add you to their mental Rolodex of high-integrity service providers to refer business. Part of personal marketing is simply “showing up,” meaning that you attend events or meet someone for lunch or coffee. As an employee, this is also a valuable strategy because your lunch hour is one of the best times for form relationships with people in other departments that you normally don’t work with. The point is, you must get out of your office and talk with people. If you haven’t tried this approach yet, try it for a few months and you’ll be ama zed at your long-term results.

Theme #4: “I don’t want to exclude anyone from my market by developing a niche.”

This one strikes a chord with me because it is such a common character flaw that many woman share: We try to be all things to all people. To be effective in business, it is important to know and enforce your boundaries by focusing on that which you excel, which ultimately will allow you to serve your clients to the best of your abilities. This may sound complicated, but it’s not. This is what I call “Developing Your Story.” Start by deciding who you are, what you offer and what you don’t offer, and whom you will serve. Second, answer this question: What is unique about you, your product, service and knowledge? Once you commit to these basic tenets, only then should you start developing and implementing your marketing program. You will find it infinitesimally easier to decide where to locate your target market and you’ll be able to spend your marketing budget with much greater results.

If you are one of the many women who feels negatively about marketing, I hope that this information will help you start to transform your ideas about personal marketing. The main point that I would like you remember is this: The key is to marketing with integrity is to focus on helping others first.

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