The Tribune

By DEIDRE M. BASTIAN THE growth of any business is dependent on the ability to reach new clients while maintaining healthy relationships with existing ones. But it takes skill and creativity to raise your bar above the noise of today's competition. It takes a really strong commitment, and a variety of well-learnt skills, to start and successfully maintain a small business. This statement reminds me of a joke: "A man visits his bank manager and says: 'How do I start a small business?' The manager replied: "That's easy; just start a large one and wait for six months." Regardless of whether you are starting a small design business, revising your current brand or promoting a product or service, you will still require branding to present your stripes; graphic design to show your image; marketing to plan your attack; print advertising to make your presence known; web design to reach the masses; direct mail to target your prey and radio and television that roars. Sounds reasonable? Well, in the animal kingdom it takes millions of years for natural selection to bring about advantageous change. So, if your business can't wait that long, what is your alternate action plan? Of course, the next thing you will dream about is: "How will I make it big". If this is so, you must ask yourself this question: "Am I ready for my business to make it big, thrive or just merely survive?" The answers to these questions are significant. But have you seriously considered starting your own small business? What are you good at? What do you enjoy doing? What skills do you have? For example: Do you like, and have a flair for, cooking? Then how about a catering business? Do you enjoy and have a flair for decorating? How about an interior decorating business? Do you like drawing and manipulating images? How about a graphic design business? Do you have a green thumb and enjoy working in the garden? Then how about a landscape design, or gardening and lawn mowing business? A small business is a great way to make money while following your passion in life, but it is wise to consider if your idea is viable first. Research your market and carefully define your idea: Will people want to buy your product or service? Do you even have a market? Some knowledge of certain industries and competition can be a springboard, so gain a foothold in that area before moving into less familiar territory. Previous professional experience will determine which markets are open to your services. INVENTORY YOUR SKILLS: But in the case of Graphic or Web Design, be honest with yourself and look closely at existing technology. Determine the level of your education and business skills that will be required to manage your business. FUNDING: Serious consideration must be given to acquiring funding and start-up loans, which should better prepare you for at least the first year of business. BUSINESS PLAN: The next step is your business plan. With a good plan, enthusiasm and hard work, you can turn your passion into profits. So, whether you are a freelance designer or not, I don't think anyone will want to have a business that remains unprofitable after many years. Always aim for consistency and overall growth. DEVELOP A BRAND: Professionally-developed logos and slogans are valuable to a business that lasts over time. Include this initial expense in the start-up plan for your business. ADVICE: It is very important that you seek professional advice and guidance before you attempt to set up a small business. Every business owner should have colleagues in similar businesses that can provide support and guidance. UPDATED ONLINE PORTFOLIO: If you have an online presence, potential clients will request a sample of your work, so develop a portfolio and make sure it is updated all the time. Be sure that your latest work is seen so that viewers can see you are engaging in lots of projects. ONLINE NEWSLETTER: You may also desire your very own newsletter. Make it regular. Include recent projects in your newsletter and put a link to your website. It doesn't have to be lengthy; it only needs to be informative. BUSINESS CARDS: One that is worth keeping, as cards will remind your clients about your company. OFFER FREE CONSULTATIONS AND SPEAK AT SEMINARS: Consultations are great steps to introduce your business. Also accept invitations to speak at seminars JOIN ONLINE CONVERSATIONS: While you are using social media sites to market your business, try looking for forums where you can join conversations and answer questions about your designs. These days you can take advantage of free medias to introduce your business and services around the globe. Examples are Twitter, My Space, Facebook. Networking groups are a great source for grabbing potential clients, but only your quality of work and superiority will retain them over time. Connect with friends and former clients. Always establish a good relationship with your clients, especially those whom can refer you to other people. REPEAT CLIENT: After a project is completed, tell a client you were pleased to work with him and are still available for other projects. Ask for feedback or a testimonial that you can place in your portfolio. BRAINSTORM NEW IDEAS: Think of strategies and other ways to expand your business, such as throwing parties to introduce business to boost clients. Remember that economic activity is required for business growth, so position your company where clients have needs. Your business will shine and you will be thrilled with the results at the end of the day. What's more, some persons who wish to start a business will not be successful just because they discovered a great "bushy-tailed" design idea overnight. Just as well, as some just might. However, it's no secret that investing in a business is challenging and nothing like a happy child riding a tricycle. But with proper planning and honest evaluation, your design business can grow into a viable production without the fear of the banker's forewarning of "starting a large one and waiting for six months". NB: Columnist welcomes feedback at deedee2111@hotmail.com About the Columnist: Ms Bastian is an extensively trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at many institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.