Business Owners Toolbox Blog Discussions and articles to help the small business owner solve the challenges they face as they grow their business.

July 28, 2009

Solopreneurs and Marketing Budgets

Q: I’m curious if anyone has a rule of thumb on what should be spent annually by solopreneurs on marketing. Would anyone care to share their own marketing expenses? Or percent of revenue?
Maria

A: Maria
I’ll bet that not 1 out of 20 of us knows how much we spend on marketing. Three reasons:

1. Our biggest marketing cost is the value of our own time we spend on marketing, and we don’t track that, let alone assign an hourly value, or check the results for the hours we spend.

2. We don’t collect all our marketing expenses under one account called “Marketing.” Instead, we have line items for Professional Services (web design, podcasts, etc.), Advertising (display ads, google ad words), Memberships, Business Meetings, Travel, etc.

3. We don’t create marketing budgets, then track how much money and time we spend, compare budget to actual, and compare effectiveness of different marketing activities (“bang for your buck”).

“A yacht is a hole in the water you throw money into,” we’ve heard people say. I think this is the way most entrepreneurs treat marketing. “If I’ve got some money, spend it on marketing. A free evening? Go to another networking meeting.”

So I’ll be very interested to see if anyone can give a meaningful answer to your question. I hope you can prove me wrong!

July 27, 2009

Small Business and the health care bill, part II

Filed under: Political rants for entrepreneurs — Mike Van Horn @ 6:16 pm

We small business owners will bear the brunt of the rhinocerus of a health care bill wending its way through Congress, should it pass.

The authors of this measure suffer from the overreach of hubris. Small business owners are a strong ego lot, but our innate tendency to hubris quickly gets beaten down by the real world. To survive, we must learn to take small steps and test them carefully against real world constraints. Most politicians, like rock stars and other people catapulted into celebrity, seem to believe they–and their efforts–are free of such constraints.

But I think reality is setting in on the health care “sausage making” as I see the growing tide of tough questions coming from all directions, including from moderate Democrats. The American people are often liberal when it comes to wanting things from the government but turn conservative when they see the pocketbook impact — and the constraint of their choices and freedoms.

This new Democratic administration behaves like a starving person let loose in a banquet: they’re taking everything to excess. Desperately needed programs start with a core of good ideas, but then everybody’s ideas get welded to the mix. Economic stimulus, energy policy, now health care. All smothered by progressive pile on. It’s too bad; needed changes may again be delayed if these programs all collapse. But in their emerging forms, they should collapse.

Perhaps Obama will emerge a better president from this, with a touch more of the humility of a small business owner.

– This post was inspired by The Arrogance of Health Care Reform

July 22, 2009

Pay Sales Commissions for What?

Filed under: Marketing — Tags: , , , , — Mike Van Horn @ 6:23 pm

Question: I am close to hiring a marketing rep—part base and part commission–and have questions about the commission structure. For new business she brings in, she would get 5% of the gross revenue for 24 months. No commissions on referrals from existing clients or already-established referral sources. But she would get commissions on referrals from new lead sources, even if we introduce her to them.
Any comments or questions on this?
Kim, owner, professional services firm

Answer:
Kim, here are some questions you should resolve up front:

What does it mean, “new business she brings in”? Does she have to close the deal? What if she turns over to you a strong, interested, qualified candidate, but then you (or someone else) actually closes the deal?

Here are some other “What ifs?” you should think through before coming to a final agreement with her:

Will she get a commission if she . . .
— sells added services to an existing client?
— resurrects a former client?
I would say yes.

What will you say if . . .

•• She asks for 5% on ALL sales (except for specified excluded names)? This often comes up. She will say, “After awhile, we don’t really know where the lead came from. It could have been mine.”
I would counter by saying that this goes both ways: she will benefit by selling work aided by others–such as you. You will specify in the beginning where a prospective client comes from, as soon as a prospect enters the pipeline.

•• A client she brings in then refers you to another, who just calls the office and says, “Sign me up!”
I would say she gets the commission. When you ask for the “source,” they’ll refer you to a client she brought you. But, how long is this chain? Does it extend to the referral of a referral of a referral? Yes, if she’s involved in the contact and sale.

•• A referral source she brings in (a CPA, wealth manager, banker, etc.) sends you a steady stream of prospects, without further input from your rep.
I would say yes, but condition it upon her staying in contact with these ref sources in a defined way.

•• She makes a presentation to an organization, then some time later you get a client through that connection that doesn’t remember how they learned about you.
You need to get sources for every prospect: “How’d you learn of us? Did you meet/work through so-and-so?

•• She works awhile, then departs. Does she still get the bonus on business she has brought in for the rest of the 24 months?
Spell out in your agreement if she must continue employment with you to continue earning extended commission.

In your agreement with her, spell out when will you pay these commissions, e.g.,
— as fees are paid, not when billed, so that you don’t pay commission on accounts in arrears.
— with the next paycheck after the receipt of the client’s payment

Let me know if any other issues come up.

Small Business, Taxes, and Healthcare*

Filed under: Political rants for entrepreneurs — Tags: , , , , — Mike Van Horn @ 5:02 pm

Our political leaders—from President Obama and Speaker Pelosi on down through Congressman Waxman to all the state governments—say wonderful things about small business:
— Small business is the engine of job creation
— It’s the embodiment of our entrepreneurial spirit
— It’s a major source of innovation
— It’s the way up for immigrants
— It’s the new chance for people laid off by declining industries
— It’s the way to keep work at home that would otherwise go to India or China
— It provides the local products and services we all cherish over the big-box mega-chains
— It provides flexible, part-time, low-skilled, and entry-level jobs for people who often have trouble finding a niche in the workforce.
— It perpetuates a class of responsible, involved, financially aware citizens who pass these values along to the next generation.

But contrast what our leaders say with what they do. Governments at all levels view small business (I’m talking about owner-run businesses) as the piggybank from which to shake a few coins every time more revenue is needed. We are the designated “tax paying class.”

It’s not just Waxman’s income tax surcharge, nor this penalty on those who don’t offer healthcare insurance. But overall, the cost of taxes and fees, mandates, and compliance is ten times higher as a proportion of revenue for small businesses than for large corporations. Not only the dollar amounts, but also the time that the owner or a key employee must devote to these requirements.

And we face a continuing barrage of increases in these from local, state, and federal levels.

So the message from our leaders is: “You are really important to economic dynamism, but even so, we’re erecting numerous hurdles to your success.”

At my four-person company, if our tax/compliance costs were lower, there’s no doubt that I would add a couple of employees that we cannot now afford. There are millions of companies my size in the U.S. Suppose a million of these would add a single employee if their government burden were lightened. Would a million new jobs created have a positive impact on the economy? All these new employees would then be paying taxes and spending more on goods and services. My company—and all the others—would grow, get more profitable, pay more taxes—and provide more products and services valued by our communities. What’s the chance that the economic boost this created would actually generate more tax revenue than trying to squeeze more from already-hurting small companies?

For some reason I cannot grasp, this dynamic is impenetrable to our government leaders.

A few comments on small business healthcare:

• Note that the small business penalty described in this bill does not go toward the healthcare costs of our employees. It just goes to the government; it does not benefit the employees at all.

• Most small businesses want to provide healthcare coverage for their employees. It gives them a competitive advantage in attracting better people. Owners also care for their employees—sometimes almost like family.  Owners hate to cut these employee benefits. They agonize over it. But sometimes it’s the only option to big layoffs or closing the doors.

• Companies with a handful of employees don’t have the ability to offer a menu of healthcare options, as do large corporations. This means our 25- and 55-year-old employees must be crammed into the same program, even though they have very different desires and needs. So nobody is happy.

• If companies were removed from the role of health insurance middleman, and more varied and competitive healthcare plans were available on the market, then people could choose exactly what they wanted, from high-deductible catastrophic to gold plated coverage. The tax benefit would be transferred from the employer (to pass on via non-taxed  insurance premium payments) to the individual, who would retain the same benefit, but based on personal choice. And they would have complete portability!

As I look at top government leaders, I seek in vain for any who have ever run a small company, who’ve had to short their own pay to make payroll. In the abstract, they want us to succeed, but they have no gut feel for how to boost small business to catalyze economic dynamism.

I welcome your comments.

* Written in response to “What U.S. Small Businesses Need in Healthcare” by Anita Campbell

July 3, 2009

How much would you pay for the book I’m writing on direct mail marketing?

Filed under: For Coaches & Consultants — Tags: , , , , , — Mike Van Horn @ 1:34 pm

Adapted from my answer to a LinkedIn question.

Jim

Why are you writing the book? Do you expect to get rich from the proceeds? Or do you see the book as route to attract people to do other work with you? If the latter, then your aim is to get the book into the most hands, and you price it as low as you possibly can. Perhaps even give it away.

Perhaps you respond that if you don’t charge enough, people won’t value the information. This is the rationale for $69 books. I don’t know: I think those days are gone. Except perhaps in the corporate market (a la AMACOM books put out by American Management Assn.), where purchasers are spending the company’s money.

But if you’re aiming at the consultant or sole professional market, I recommend you go with cheap or free book plus an in-depth and more pricey program for those who get turned on by it.

mvh
Author: How to Grow Your Business without Driving Yourself Crazy

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