October 2011 Home Business Magazine

285+ HOME-BASED BUSINESSES & OPPORTUNITIES FULL- & PART-TIME!
H
O
M
E
B
U
S
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Serial Entrepreneur
Cameron Johnson Shares
Success Secrets Pg. 28
25+ After Summer
Home Businesses Pg. 22
START-UP
CHECKLIST
OCTOBER 2011 Home-Based Business & Opportunity Magazine
Follow This Easy Plan to Launch Your
Home-Based Business Today. Pg. 16
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91
HOME BUSINESS
Magazine
The Home-Based Entrepreneurs Magazine
Contents
16
FEATURES
22
28
Checklist For A Home

Business Start-Up.
This Checklist Will Guide You In The
Right Direction When Opening a New
Home Business.
25+ After Summer
Home Businesses.
Check Out these Start-Up Ideas.
Adapt or Die.
Serial Entrepreneur Cameron Johnson
Shares Success Secrets.
Selling the Intangible.
Discover how to effectively market a service-based business.
Getting Started with Social Media.
Use social media to contribute to your marketing efforts.
MARKETING & SALES
Creative Marketing
Packages:
Your prospects take notice
and understand what
services theyre buying.
32
36
Designing Your Ideal Home Office.
Make your space functional and productive.
For the Tiniest of Spaces.
Get inventive to create a suitable workspace.
Initial Funding
Options.
Raise money for a start-up.
Ten Steps to
Getting a Loan.
Be prepared to go to a banker.
MONEY CORNER
HOME OFFICE
The Perfect Work Space:
Think about home office design ideas.
54
54
50
50
54
Start Up A Great Home Business!
The result can be very rewarding if you make the commitment and plan.
Generating Hyper-Success.
Partners create hyper-local mobile guides.
Ingredients for Success.
A lost job, stress, and cold sores launch two products.
Touching Many Hearts.
Self publisher offers hope and encouragement.
WORK-FROM-HOME SUCCESS STORIES
30
31
62
25+ After Summer
Home Businesses:
The ending of summer and school
vacations is an ideal time to start.
Interview with Cameron
Johnson:
Finalist on Oprah Winfreys The
Big Give program on ABC
BUSINESSES & OPPORTUNITIES
Is It Time For You To
Start A New Business?
Get tips for launching your start-up right.
Boost Innovation (and
Profits!) in your Start-Up.
Use the engagement factor with customers.
Network Marketing
Contact Listings.
Classified Ads.
44
40
62
63
16
22
September/October 2011
32
C
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u
r
t
e
s
y

o
f

C
a
m
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r
o
n

J
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n
s
o
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28
Letter from the Publisher
Letters to the Editor
Notice to readers
NEWS AND REVIEWS
12
14
14
Home-Based Self Publishing:
Cheryl Karpen is the owner of Gently Spoken and
the author of Eat Your Peas for Young Adults.
Raising Money:
Private and professional lending
options are available for start-ups.
Starting Up a Company?
These tips (with innovation and guts) can
help you move forward.
50
62
40
September/October 2011 | Home Business
9
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1&1 WEBSITES
Biz Start-Up Checklists Will Gear Your
Thinking to Action Steps
Due to the wide popularity of home
business start-up, each year we devote
a cover story to the theme of starting a
home-based business. To help simplify
the subject, this years Start-Up Issue is
in a checklist format. One advantage of
checklists is that these gear your thinking
to action steps. Starting a home-based
business is not a big thing, but a lot of
little things, or steps!
Our checklist start-up format
does its best to cover the broad
subject areas of business selection,
setting up operations, marketing,
raising money, establishing an online presence, and other biz launch issues.
But we can only cover subjects in limited detail. So it is important that you
do more research on starting a business. At www.homebusinessmag.com,
we have a lot of informative articles and videos in the Business Start-Up
Channel, to increase your Start-Up IQ and to further describe items on the
start-up checklists.
One item to definitely research further is social media, and how it fits in
with a new business launch. At a minimum, your new business MUST have
a Facebook page. Since it only takes a matter of minutes to design, make
sure you have a Facebook presence before you hang out your shingle
First, a Facebook page helps to establish your businesss credibility.
Much like a website, when someone is investigating your business, he or
she will go to your Facebook page as a first place to check. Get initial
customers, associates, and vendors to post comments to your Facebook wall.
Add marketing images and links, too.
In addition, Facebook is where businesses are moving toward to build
a sense of community with customers and prospects. For the longest time,
businesses, such as my own, tried to build their own communities within their
websites, such as through member profiles and by setting up separate hosted
community websites, such as Ning. But this is all going the way of Facebook.
So, you have no choice but to adapt, as I have been forced to do,
too. I recently linked my community portal to Home Business Magazines
Facebook page (and disestablished my separately hosted portal). I added a
separate Facebook page for HBMs exclusive Top Biz list of advertisers (and
this also links to advertiser Facebook pages). Ive also linked the Article
comments to Facebook, so that when someone adds a comment to an
article at www.homebusinessmag.com, it is entered via ones Facebook login
(with his/her comment then showing up on his/her Facebook page).
This all builds community instantaneously, by leveraging Facebook
features, without someone having to log in and set up a separate profile. Im
sure next month Ill have more new ways to leverage Facebook, added to
my online footprint. What will you be adding? And I ran out of space to
talk about Twitter, which should be linked in with your Facebook page. So,
you have your homework assignment!
I wish we could give our Congressional leaders a homework assignment
on basic economic principles. As the magazine goes to print, our country
is about ready to risk default on legislated obligations because of endless
partisan battles on the debt ceiling. Something to think about: This gross
financial mismanagement is about ready to add one percentage point to
the interest cost of borrowing to fund our massive national debt. That one
percent increase will add another trillion dollars over this next decade into
totally wasted interest payments.
Publisher, Home Business
Magazine
Magazine
HOME BUSINESS
L
E
T
T
E
R

F
R
O
M

P
U
B
L
I
S
H
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R
Editorial
Sheryl Batchelder, Cynthia Kocialski, Jim R. Sapp,
Barry Thomsen, and others.
Distribution
Curtis Circulation Company
730 River Road New Milford, NJ 07646
Tel: (201) 634-7400 Fax: (201) 634-7499
Print Advertising
Home-Based Business Display Advertising:
Shannon Needham: (949) 218-8729
Michelle Dellner: (949)-240-7529
Advertising Main Office: (800) 734-7042; fax (714) 388-3883
Email: advertise@homebusinessmag.com
Classified Ads/Directory Listings: See pages in back of magazine.
www.homebusinessmag.com/print-magazine-advertising
Online Advertising
Advertise at HBM ONLINE, HBM EXPO & Facebook
www.homebusinessmag.com/online-advertising
Home Business
Magazine
Home Business Magazine (ISSN 1092-4779)
is published bi-monthly by
United Marketing and Research Company, Inc.,
20664 Jutland Place, Lakeville, MN 55044.
One Year Subscription Rates: Domestic $19.
Canadian $39. Foreign $59. For Subscriptions: 714-693-1866, MF
Periodicals Postage Paid at Lakeville, Minnesota,
and at additional mailing offices.
POSTMASTER: Send address changes to Home Business
Magazine,
20664 Jutland Place, Lakeville, MN 55044.
Printed in the United States
Volume 18 Issue 5, September/October 2011
www.homebusinessmag.com
The Home Business
Team
Publisher Richard Henderson
United Marketing &
Research Company, Inc.
Editor-in-Chief Stacy Ann Henderson
Managing Editor Sandy Larson
Home Office Writer Suzanne Kearns
Feature Interviewer Deborah J. Sergeant
Feature Writer Priscilla Y. Huff
Graphic Services Will Rabil, Slice, Inc.
Production Manager Jon Auld
Art Direction Richard Rabil
Advertising Sales Shannon Needham
Michelle Dellner
Sales Assistant Reagan Nilsson
Distribution Manager Richard Trummer, Curtis
Specialized Circulation Bob Kennedy, Cavendish Media
Circulation Manager Dennis Porti, Curtis
Subscriptions National Subscription Fulfillment
Call (714) 693-1866
Lynne Dodson
Subscription Manager Steve Schley
Print Manager Kris Hayner, R.R. Donnelley
Reprints For high-quality article reprints, any quantity, email
Betsy White, The Reprint Outsource,
bwhite@reprintoutsource.com
Mailing Lists www.homebusinessmag.com
(Click on Mailing Lists to order.)
Mailing List Manager Danny Grubert (914) 925-2400
List File Manager Tom Donovan
Digital Media Manager Jim Pappadeas, Epsilon Digital Media
Internet Marketing Manager Mark Loeffler
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Internet Manager TonyQ Webmaster, Infoswell Media
Social Media Shayla Henderson
Customer Service Monique Alponte
Call 1-800-734-7042, 9 am to 5 pm PST.
email: customerservic e@homebusinessmag.com

Get Your Clipboard Ready
So you have no choice but to

adapt, as I have been forced to
do, too.
12 Home Business
| September/October 2011 www.homebusinessmag.com

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A Well-Written Cover Letter
Cover letters are the most commonly used
methods to introduce your credentials to
an employer. They open doors, make strong
impressions, and enhance your candidacy in the
eyes of the employer.
Five rules of thumb are:
1. Direct the readers attention toward the
strongest aspects of your background and
qualifications.
2. Customize and personalize your message to
each specific company and recipient.
3. Highlight and expand upon the most
relevant facts on your resume.
4. Provide new, customized information that is
not included anywhere on your resume.
5. Show that you know the company well and
that youre familiar with the challenges and
opportunities in their industry.
Ford R. Myers
President of Career Potential, LLC.
Career coach, speaker, and author of Get The
Job You Want, Even When No Ones Hiring
http://www.getthejobbook.com
http://www.careerpotential.com
http://www.careerspecialreport.com
Feedback Finesse
Youve just put the finishing touches on
a marketing item a new sales page, logo,
program description, or promotional email
and youre excited. Where should you turn
for feedback?
Friends and family? Theyre probably
willing and available, but they may not
understand enough about marketing.
Colleagues? They probably understand
what youre trying to achieve, but theyre
unlikely to drop everything to offer
detailed reactions.
Strangers? You may get top-of-the-
head, off-the-wall comments rather than
thoughtful assessments.
An expert or coach? With a paid
relationship, you can expect a shrewd,
candid appraisal and savvy advice.
Whoever you ask, set the stage for helpful,
relevant suggestions by explaining the context
and purpose of your marketing item and
asking specific questions.
Marcia Yudkin
Marketing expert and mentor
http://www.yudkin.com/markmin.htm
http://www.yudkin.com/personality.htm
http://www.marketingformore.com
Should You Start Planning Your Kids
Retirement?
When our generation was growing up, we
were taught about social security, and many
of us had grandparents who were reasonably
comfortable with a combination of their
investment income and their government
checks. Today, not so much.
Over the last few years, we have seen the
market crash and burn, and social security is
on its way toward doing the same. So, if were
scrambling to salvage our retirement income,
imagine what it will be like for your kids. If you
havent done that already, get started.
Rick Rodgers
Certified financial planner and retirement counselor
Author of The New Three-Legged Stool: A Tax
Efficient Approach To Retirement Planning
www.TheNewThreeLeggedStool.com
Leaders Are Readers
Not everyone actually wants to be a leader at least not one who is in the public
eye, onstage, or on TV. But you might at least aspire to be a person of influence a
thought leader someone who wants to make a difference in the world. And in
order to do that, you must be a reader.
Now that doesnt mean that ALL readers are leaders. Its just that in this day and
age, all leaders are readers. Reading a book a month may keep you in the game.
Reading a book a day will put you out front. Reading is a catalyst for great thinking.
So build your print and electronic library.
And read regularly. Journal and talk about what youre reading. In doing so, your
knowledge, your clarity, your thinking, and your success will surely grow.
Michael Angier
SuccessNet.org
BeYourBest@SuccessNet.org
From the Editor: For more information on leaders in home-based businesses, read the article
Millionaires Next Door: Successful Home-Based Entrepreneurs in Your Neighborhood Share Their Stories
and Advice in the August 2011 issue of Home Business Magazine.
Consultant
AUGUST 2011
90+ SERVICE BUSINESS START-UP$ GENERATE MORE CUSTOMERS!

Home-Based Business & Opportunity Magazine
M
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Are YOU the Next...
Proles of Some of Americas
Most Successful
Home-Based Entrepreneurs Pg. 14
Business Services
Network Marketing
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Entertainment EE
Publisher
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Personal Servicess
Technical Services
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Health & Beauty
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E-Entrepreneur
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Fashion & Fitness
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Online Sales
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Mom-Preneur
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We appreciate your feedback and work-from-home success
stories for review and consideration. Please send both
via e-mail to: editor@homebusinessmag.com, or via
postal mail to: HOME BUSINESS
Magazine,
20664 Jutland Place,
Lakeville, MN 55044.
14 Home Business

Notice to Readers
HOME BUSINESS
Magazine is sold as information only. The

publisher, United Marketing and Research, Inc., considers its sources
reliable and verifies as much data as possible, al though reporting
inaccuracies can occur; consequently, readers using this information
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Magazine is sold with the understanding that the publisher is not

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The publisher, United Marketing and Research Company, Inc.,
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Articles appearing in this publication express the opinions,
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of HOME BUSINESS
Magazine.
W
eve all had weekday mornings when we open our eyes before sunrise and want
nothing more than to stay under the warm covers to continue that wonderful
dreamthat was so rudely interrupted by the blare of the alarmclock. Ting is, we
cant. Most of us crawl out of bed and begin the agonizing process of getting ready for another day
at the ofce. As much as we wish we could, we cant just roll over and drif back to sleep.
AaronandSophiaRashkincananddo. Aferstartinganonlinehomebusinesslast year, thecouples
lifestyle was transformed into one of those fantasies most people only dreamabout while they sleep.
Aaron and Sophia have hundreds of thousands of dollars tucked away in the bank, a thriving business
that continues to soar, and two boys who get their parents undivided attention every single day.
Our new business is completely life-changing, Aaron says. How many people can say
they wake up every morning without the fnancial pressure of todays economy?
Tings werent always so nice for the Rashkins. Aaron and Sophia were top leaders in a
traditional network-marketing company where they worked tirelessly to achieve a lifestyle of
total independence. Unfortunately, the hard work wasnt paying of. Tough the couple was
among the top earners in the company, they quickly found out
the phrase top earner is relative.
We worked our tails of but werent making the kind of
money we wanted, Aaron says. Our monthly checks were
just enough to cover the mortgage, and we were among the
more successful people in the company.
It wasnt just the money that had Aaron and Sophia
frustrated. Tere was something far more valuable at stake
time with their children. Te Rashkins put in countless hours
every week building their network-marketing business, and
it came at a price. Tey desperately wanted more time with
their eight-year-old son and had another baby boy on the way.
Aaron and Sophia knew they needed a change.
Our business ate up all of our time and caused a lot of
stress, Aaron says. We werent able to bond with our boys
because we were always doing business. For the amount of
money we made, it wasnt worth it.
But today, life is very diferentno cold calls, no hitting up
family and friends, and no home parties. Its a real business,
and it earns real income, Aaron says.
Aaron and Sophias newbusiness has given themthe lifestyle
theyve always wanted. Tere are fve digits on their monthly
paycheck, and with a business thats growing every day, its
easy for the Rashkins to take a few weeks of here and there to
relax at home or go on vacation. In the past year, theyve visited
the Dominican Republic, Lake Tahoe, Austin, Las Vegas, San
Diego, New York, and Florida, and so far, they have trips to
Moreimportantly, though, their familynever takes abackseat to
work. Te couple has breakfast withtheir twoboys everymorning,
and because they can aford a full-time nanny to take care of their
youngest son, Aaron and Sophia are able to attend every event at
their older sons schoolsomething few other parents can do.
Aaron and Sophia stress that their situation isnt unique to
them. Anyone with a sincere desire to be successful, who is
willing to put forth the efort, can achieve their dreams through
this business. We have countless members on our team who
are experiencing life-changing results in a timeframe thats
worth getting excited about, Sophia explains.
Tere are so many people making big-time money here
right out of the gate, Aaron adds. What took us fve years to
make in our previous company we made in less than a year
here. Tere are team members six and seven months into the
business who are earning more than they thought possible.
Tis business is the real deal. T
P
h
o
t
o
t
g
r
a
p
h
y

b
y
:

V
a
l
e
r
i
e

K
o
o
p
,

I
n

t
h
e

M
o
m
e
n
t

P
h
o
t
o
g
r
a
p
h
y
GOODBYE, measly MLM income.
HELLO, $60,000
PER MONTH.
SEE THE SYSTEM THAT
CHANGED THE LIVES
OF THIS ONCE BROKE COUPLE.
Go to or call
888.879.4441 to learn more about the home
business that allows Aaron and Sophia Rashkin
plenty of time with their family and has eliminated
their nancial worries for good.
Reprinted with permission from Home Business Connection magazine
BY BRIAN BIANCA
Asia, the Greek Islands, and Hawaii scheduled for 2011.
www.YourHomeBusinessPros.com
W
eve all had weekday mornings when we open our eyes before sunrise and want
nothing more than to stay under the warm covers to continue that wonderful
dreamthat was so rudely interrupted by the blare of the alarmclock. Ting is, we
cant. Most of us crawl out of bed and begin the agonizing process of getting ready for another day
at the ofce. As much as we wish we could, we cant just roll over and drif back to sleep.
AaronandSophiaRashkincananddo. Aferstartinganonlinehomebusinesslast year, thecouples
lifestyle was transformed into one of those fantasies most people only dreamabout while they sleep.
Aaron and Sophia have hundreds of thousands of dollars tucked away in the bank, a thriving business
that continues to soar, and two boys who get their parents undivided attention every single day.
Our new business is completely life-changing, Aaron says. How many people can say
they wake up every morning without the fnancial pressure of todays economy?
Tings werent always so nice for the Rashkins. Aaron and Sophia were top leaders in a
traditional network-marketing company where they worked tirelessly to achieve a lifestyle of
total independence. Unfortunately, the hard work wasnt paying of. Tough the couple was
among the top earners in the company, they quickly found out
the phrase top earner is relative.
We worked our tails of but werent making the kind of
money we wanted, Aaron says. Our monthly checks were
just enough to cover the mortgage, and we were among the
more successful people in the company.
It wasnt just the money that had Aaron and Sophia
frustrated. Tere was something far more valuable at stake
time with their children. Te Rashkins put in countless hours
every week building their network-marketing business, and
it came at a price. Tey desperately wanted more time with
their eight-year-old son and had another baby boy on the way.
Aaron and Sophia knew they needed a change.
Our business ate up all of our time and caused a lot of
stress, Aaron says. We werent able to bond with our boys
because we were always doing business. For the amount of
money we made, it wasnt worth it.
But today, life is very diferentno cold calls, no hitting up
family and friends, and no home parties. Its a real business,
and it earns real income, Aaron says.
Aaron and Sophias newbusiness has given themthe lifestyle
theyve always wanted. Tere are fve digits on their monthly
paycheck, and with a business thats growing every day, its
easy for the Rashkins to take a few weeks of here and there to
relax at home or go on vacation. In the past year, theyve visited
the Dominican Republic, Lake Tahoe, Austin, Las Vegas, San
Diego, New York, and Florida, and so far, they have trips to
Moreimportantly, though, their familynever takes abackseat to
work. Te couple has breakfast withtheir twoboys everymorning,
and because they can aford a full-time nanny to take care of their
youngest son, Aaron and Sophia are able to attend every event at
their older sons schoolsomething few other parents can do.
Aaron and Sophia stress that their situation isnt unique to
them. Anyone with a sincere desire to be successful, who is
willing to put forth the efort, can achieve their dreams through
this business. We have countless members on our team who
are experiencing life-changing results in a timeframe thats
worth getting excited about, Sophia explains.
Tere are so many people making big-time money here
right out of the gate, Aaron adds. What took us fve years to
make in our previous company we made in less than a year
here. Tere are team members six and seven months into the
business who are earning more than they thought possible.
Tis business is the real deal. T
P
h
o
t
o
t
g
r
a
p
h
y

b
y
:

V
a
l
e
r
i
e

K
o
o
p
,

I
n

t
h
e

M
o
m
e
n
t

P
h
o
t
o
g
r
a
p
h
y
GOODBYE, measly MLM income.
HELLO, $60,000
PER MONTH.
SEE THE SYSTEM THAT
CHANGED THE LIVES
OF THIS ONCE BROKE COUPLE.
Go to or call
888.879.4441 to learn more about the home
business that allows Aaron and Sophia Rashkin
plenty of time with their family and has eliminated
their nancial worries for good.
BY BRIAN BIANCA
Asia, the Greek Islands, and Hawaii scheduled for 2011.
Advertisement
Continued on page 18
W
hen deciding to open a new home
business, especially if its your first
one, following a procedure and
checklist will get you off to a more positive
start. Going blindly into any endeavor is the
recipe for problems and sometimes failure.
Take the advice from people who have done
it before and know what it takes to be a
success. It takes a lot longer to correct a
problem than it does to avoid it in advance.
The seat-of-the-pants approach has a much
less chance of being successful.
You need to plan how you will start and
operate your home business in advance if
you want to avoid being in the business
failure statistic number. And if you dont
know how to plan, you will have to learn
before you start.
A checklist has been put together that
will guide you in the right direction when
opening a new home business. Many of
these will need to be done before you
actually start your business so they wont
distract you later. Dont underestimate
the power of planning on your way to a
successful home business.
1. Your Total Commitment -
Before anything else, you must be
dedicated to making your home business
work and be successful. Without this
commitment going in, the rest of the
checklist doesnt really matter. Be sure
that this is what you want to do and that
you are willing to follow it through.
Building a great home business takes
time and work, but the result can be very
rewarding if you make the commitment
first. It all starts here with you.
2. Your Business Structure - The
first step in starting any business is
deciding what your business entity will
be. The five choices are: Proprietorship,
P a r t n e r s h i p ,
C- Cor por at i on,
S-Corporation, and
LLC. Study the pros
and cons of each,
which you can easily
find online, and
decide which is best
for you and your
home business
endeavor. You can
start your business
and register it at
several sites online and avoid costly legal
fees. Once you select a business structure,
you will have to live with it for a long
time and changing it later may be
expensive. Dont omit this step of legally
registering your new home business, or
it may cause you headaches later and
possible penalties.
3. Your New Business Name -
Selecting a new business name thats
short, descriptive, and easy to remember
can be a real challenge. Start by writing
down words or phrases that define
your products or services. Check a
thesaurus to find even more related
words. From this list, start combining
the words in different order until you
see a name or names that you like.
Once you have several possible names,
do a search on the Internet or contact a
small business attorney to see if the
names are already being used. When
you have two or three left, ask friends,
relatives and potential customers to
select the one they like best. You make
the final decision, but remember that
you will be using it for a long time.
4. The Mission Statement - This
phrase or few sentences tell why you
are in business and how you plan to
serve your clients or customers. A good
mission statement will distinguish your
home business from all your competitors
and give everyone your goals and
objectives. You should have your
mission statement printed on signs and
hanging in your home business office.
Also include it on your product
literature and marketing materials. Its
a good idea to read it to your self
everyday when opening a new home
business.
5. Business Plan - This is your
roadmap to success! Although many
people dont take the time to make a
business plan, you will need one if you
decide to borrow money for your
business. Some of the things in your
business plan should be:
General description of your business
Goals and objectives
Sources of start-up capital
Your target market and customers
Who your competition will be
Your strategy to get clients / customers
What your unique keys to success are
Executive summary

A general wouldnt go into a battle
without a plan, and you shouldnt
go into business without one either.
For more information, read the article
Is It Time For You To Start A New
Business? in this issue.
Checklist For A Home
Business Start-Up
Starting up a great home business takes time and work, but the
result can be very rewarding if you make the commitment and
plan first.
Following A Checklist Will Guide You In The Right
Direction When Opening a New Home Business
By Barry Thomsen
You need to plan how you will start and operate your
home business in advance if you want to avoid being
in the business failure statistic number.
16 Home Business

F
E
A
T
U
R
E
6. Zoning and Licenses - Every
business seems to have rules to live
by, and your new home business is no
exception. Check with city and county
websites to see if there are any
restrictions to the business you are
opening. Most cities, counties or
states require an inexpensive business
license and an annual renewal fee.
Get these taken care of well in
advance of your expected opening
date. Once you register your business
and its name, it should be protected
from anyone else using it. Also make
sure that your new business is allowed
to be operated in your home
7. Franchise or Go it Alone? -
Many successful franchise owners are
operating as home businesses. If you
dont know much about running a
business, a franchise might be the
answer. But be sure to investigate in
depth any franchise to be sure its a
good fit. Hire a franchise coach to help
you through the process and avoid
costly mistakes. You can also open your
business on your own and learn all the
steps to success as you grow. Dont
F
E
A
T
U
R
E
Checklist for a Home Business Start-Up
Continued from page 16
A good mission statement will distinguish your home business from all your competitors
and give everyone your goals and objectives.
Although many people

dont take the time to
make a business plan, you
will need one if you decide
to borrow money for your
business.
18 Home Business

underestimate the advice of a good
advisor or coach to guide you in the
right direction and save you money and
headaches along the way. If you decide
to start on your own, seek all the advice
you can find from other businesses, the
local chamber, and S.C.O.R.E. (score.
org). For more information on start-up
business options, read the article 25+
Low Cost After Summer Home
Businesses in this issue.
8. What Will You Sell? - Whether
your home business will be a franchise
or your own start-up, there will be
products or services that you want
others to buy from you. Are these items
that youll be selling ones that you have
an interest in and enjoy working with?
Once your new home business is open,
you will be involved and working with
these products and services for a long
time. Decide in advance what you will
enjoy doing, selling and working with,
because you spend a lot of time in your
business. You dont want to be in a
lawn maintenance business if you hate
to cut the grass. For more information,
read the article Is It Time For You To
Start A New Business? in this issue.
9. Start-Up Funding - Some of the
most popular sources for start-up
funding are your savings, resources
from family and friends, and, yes,
unfortunately credit cards. There are
other sources such as an angel who
invests for a small share of the business
but is not active in it. Another source is
a home equity loan or credit line that
should give you the lowest interest rate
and allow you to deduct the interest
paid. (Check with your accountant.)
Whatever you use for your beginning
capital sources, its best to have it in
place and available before you go on to
the next steps in the checklist. You
You dont want to be constantly worrying where the

money is coming from to purchase things you need to
operate your home business.
19
Dont Know How To Plan? Learn Before You Start a Biz!
If this sounds like being in school, well it is, but there is a lot more at stake
here.
This is the assignment you want to get an A+ on and be in the top in your
class. And your class will be the other million would-be entrepreneurs that are
also starting businesses this year.
There will be no extra-curricular activities just class work, homework, spe-
cial projects, and maybe even a term paper. Does this all sound a little far fetched
and overblown? Well, maybe it isnt, and you should always take your decision to
open a home business seriously, especially if its your frst one.
dont want to be constantly worrying
where the money is coming from to
purchase things you need to operate
your home business. For more
information, read the article Funding
Options: Raising Money for Your Start-
Up in this issue.
10. Reserve & Backup Capital -
This is where many new business
owners drop the ball and are surprised
when it becomes an issue. Almost every
business will need additional money
after the business opens to buy things
that were previously overlooked, to
take advantage of an opportunity, or to
get through an unexpected slow period.
This is normal and not unusual, but
must be dealt with and not take the
owners time away from running the
home business. Either allocate at least
20% of your starting capital or have
another untouched source that will not
be used for start-up costs. If you make
this part of your advance plan, it will
eliminate a lot of headaches later.
11. Your Three Wise Men - These
three men (or women) will play an
important part in your new home
business if only behind the main scene.
You will need a competent banker,
accountant, and lawyer (or prepaid legal
service) that you can rely on for advice.
They should all be selected because of
their knowledge, experience and interest
in your new home business. They can
offer assistance and advice that you may
not know and save you the time and
effort of going in the wrong direction on
important issues. Select them carefully,
check references, and talk to each one in
depth before you commit. Make the
wrong choices, and you could end up
with three stooges.
12. Define Your Target Market -
Who are you going to sell to and why
should they buy from you? If you dont
already know the answers to these two
questions, stop and think about them
now. A successful business doesnt just
print business cards and buy an attractive
sign; it offers a great value and super
service to people who need and want
what they are selling. Knowing who
your customers and clients will be is
essential to any start-up home business.
Then ask yourself, What do I have to
offer thats not currently available in my
target market? This will be your best
marketing tool to get and keep new
business. For more information, read the
article Boost Innovation (and Profits!)
in your Start-Up: Use the Engagement
Factor with your Customers in this
issue.
13. Who Are Your Competitors? -
Every business has other businesses that
will compete with them for clients and
customers. The secret to success is not
ignoring competitors but knowing as
much about them as you can. Who are
they, where are they, how big are they,
how do they market their businesses,
and what are people saying about them?
You need to investigate before you open
F
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20 Home Business

Check with city and county websites to see if there are any restrictions to the business you
are opening.
your new home business to know how
to be better and add value to what
youre selling. Be a prospect and contact
competitors. Get on their mailing lists
and visit their websites often to see
whats new. Dont be caught off guard
and think you have something new
when its already being offered.
14. Your Business Hours -
Operating a successful home business
means being available when your
target market wants and needs you. It
does not mean working when you feel
like it because youre the boss. Many
start-ups have sales and loyalty
problems because their customers could
not reach them or get a quick response
to an inquiry. Sure, you can say that
your website is available 24/7, but its
only a one-way street if youre not
available to quickly answer questions or
feedback, or process rush orders. When
people who may buy from you need
you, be there or you can be assured that
one of your competitors will be.
15. Home Office Layout - Always
have a designated area of your home
for your new home business that is
NOT used for anything else. Keep your
desk, files, fax, computer, printer, and
other essentials inside that room or
Decide in advance what you will enjoy
doing, selling and working with, because
you spend a lot of time in your business.
The secret to success is

not ignoring competitors
but knowing as much
about them as you can.
21
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W
ith the ending of summer and
school vacations, September is
often considered an unofficial
New Year, as people re-organize and re-
focus on resuming their daily personal and
work routines. This is also an ideal time
for you to start a home-based business, as
potential customers are also back to actively
seeking products and services to save them
time and money and to enhance their lives.
Here are several questions you
should ask yourself as you consider
any business ideas: Do you have the
necessary background, expertise, and/or
experience to qualify you to operate your
chosen venture? Is there a substantial,
existing market of potential customers
that will make your business profitable?
How much time and money do you
actually have to invest in a new venture?
How will predicted population trends
impact your potential venture?
Keeping these questions in mind, here
are twenty-five-plus examples of home-
based businesses you may consider
starting this fall (or later on in the
year).**
**Please note: Any listed professional associations are primarily
membership-networking organizations and usually do not offer start-up
information. Please include a business-sized, self-addressed, first class-
stamped envelope with any snail mail correspondence.
1. ADVERTISING SPECIALTIES
Companies of all sizes use giveaway
products printed with their names
and logos on them to advertise their
businesses. You can choose to be a home-
based distributor selling advertising
specialties, (also known as promotional
products), printed items of large suppliers
to businesses; or stay local and coordinate
custom printed products for area
businesses using your own network of
graphic designers and product suppliers.
Success
Tips: Join an
industry association to keep up with
trends; and a local business owners
organization to network with potential
customers. Perfect your presentations,
and handout samples to potential
customers and at trade shows. Focus
on customer satisfaction to encourage
word-of-mouth referrals.
Suggested Resources:
*Advertising Specialty Institute - www.asicentral.com/ - industry news
and information
*Promotional Products Assn. International - www.ppai.org - seminars,
publications, education
2. AUTO MAINTENANCE
Depending on your local ordinances
and your home-based auto-care
facilities, you can have clients drop off
their vehicles at your residence; or travel
to your clients workplaces or homes to
perform a variety of auto-care services.
These could include cleaning, waxing,
and general detailing; oil changes;
dropping off and picking up clients
vehicles for inspections; changing tires;
and winter driving preparation.
Success Tips: Advertise in local online
and print want-ads publications and
with direct mailings to local companies
and auto clubs. Work part-time at an
auto dealership or parts-supply store to
learn on-the-job skills, tips, and what
detail-related products produce the best
results.
*International Detailing Association - www.the-ida.com certifica-
tion; information
*www.DetailKing.com links to supplies; business opportunities
3. BARBECUE-GRILL CLEANER
Small restaurants and homeowners
welcome professionals who will clean
and restore their grills on a regular basis
so they can enjoy barbecuing all year.
You can also clean and prepare them for
storage until the next outdoor cooking
season. Offer free demonstrations at
home trade shows. Some professionals
take training and get licensed to be
qualified to repair or replace worn out
grill parts.
Success Tips: Research the different
types of barbecue grills, both home and
commercial, to learn how they operate,
and the best ways to clean and restore
them. Contact the manufacturers for
recommended maintenance guidelines.
Offer eco-friendly and nontoxic
cleaning services.
*The BBQ Grill Cleaner (business opportunity) - www.thebbqcleaner.com
4. BUSINESS PLAN WRITER/PACKAGER
Assist new entrepreneurs and existing
business owners in drawing-up business
plans to evaluate the profit potential
of their enterprise ideas or business
expansion plans. Instruct clients how to
follow step-by-step courses of actions
to successfully start or expand their
businesses. Know the criteria that lenders
use to review plans, as they often require
these with business loan applications.
Success Tips: You should have a degree
in finance, and experience in market
research and writing/evaluating
business plans. It helps to have started
one or more of your own ventures.
Market your services to local business
owners associations and within
industries that you are familiar.
*www.SBA.gov/ - Search site for Writing a Business Plan
*www.SCORE.org Search for Business Plans
5. CANVAS COVERS & REPAIR
Sew custom-fitted canvas covers and
25+ After
Summer
Businesses
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The ending of summer and school vacations is an ideal time to start a home-
based business, as potential customers are also back to actively seeking
products and services to enhance their lives.
Home-Based Start-Up Ideas
By Priscilla Y. Huff
Do you have the necessary background, expertise,

and/or experience to qualify you to operate your
chosen venture this Fall?
22 Home Business

repair canvas covers for boats, outdoor furniture, and
awnings that require this heavy-duty material. With the
green movement growing, many persons prefer buying
items made of natural, canvas material. Add income by
creating and selling originally-designed canvas tote bags,
floor cloths, and cushions.
Success Tips: Obtain experience working for a canvas-repair
business or offering to repair items for friends and family
members. Set-up a home-work area equipped with a good,
used or new commercial sewing machine. Advertise with
classified ads, exhibit at home trade shows, and distribute fliers
at camping and boating supply stores and marinas.
*Canvas Dcor by Bunnie Delorie
*The Complete Canvasworkers Guide by Jim Grant
6. COSTUME DESIGNER
If you are a skilled sewer with a flair for period clothing
design, you can create costumes for holidays, celebrations, and
productions of local dance and theater groups, schools, and
colleges. Travel to do on-site fittings, or if your zoning permits,
set-up a room with a separate entrance to receive clients.
Success Tips: Take courses in costume design, and invest
in heavy-duty sewing machines and related equipment.
To gain experience and recognition, volunteer to make
costumes for nonprofit productions. Model your costumes
at community fairs, parades and fashion shows.
*The Costume Book by Mary Burke Morris
*The United States Institute for Theater Technology includes a costume and technology commission
7. EMPLOYEE SALES TRAINER
Assist companies in training new employees in sales
techniques and current workers who need to upgrade their
sales skills due to changing technologies or having to take
on duties of laid off staff. In addition to being a sales expert,
know your clients industries current trends and growth
predictions to help their companies to be competitive and
increase their profits.
Success Tips: Encourage referrals from satisfied clients.
Write articles, books, and blogs, and conduct conference
workshops and seminars to market your services. Offer
both on-site training and online distance learning programs
using virtual courses and live webinars.
*American Management Assn www.amanet.org
*How to Master the Art of Selling by Tom Hopkins - www.tomhopkins.com
8. ENERGY CONSULTANT
Evaluate the energy consumption of consumers
residences, and the buildings of companies, organizations,
government agencies, and institutions. Also assess their
F
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25+ After Summer Businesses
Companies of all sizes use

giveaway products printed with
their names and logos on them to
advertise their businesses.
24 Home Business

WELL DIRECT YOU TO
TARGETED LEADS!
structures heating-cooling systems, and recommend more
efficient and affordable overall energy alternatives and
operational methods. Most consultants are qualified and
licensed engineers and specialists.
Success Tips: Have a thorough knowledge of the technology
and costs to install and operate the energy-saving
systems that you are recommending to your clients. Hold
presentations to business owner associations. Offer follow-
up consultations as part of your services package.
*Association of Energy Conservation Professionals - www.aecpes.org
*Association of Energy Engineers, - www.aeecenter.org
9. GRAPHIC CARD DESIGNER
Using your graphic arts training and professional design
software, create custom-designed greeting and/or holiday
cards and invitations. Collaborate with writers and printers
to produce unique cards to fit your clients specifications.
Success Tips: Send samples to event planners and business
associations. Network with other graphic artists to
collaborate on certain projects and for referrals and
potential leads. Enter design contests for public recognition.
Use your web site to highlight a portfolio of your work.
Use a blog and social networking media to highlight your
latest offerings and news.
*Artists and Graphic Designers Market (annual)
*Graphic Artists Guild - www.graphicartistsguild.org
10. HEALTH CARE REFERRAL SERVICE
Start a fee-based, referral database of case management
social workers, physicians, dentists, pharmacies, hospitals,
and mental health agencies that you have interviewed and
accepted into your network. Refer clients seeking these
specific health care services for themselves or for loved ones.
Have clients drop off their vehicles at your residence; or travel
to your clients workplaces or homes to perform a variety of
auto-care services.
Small restaurants and

homeowners welcome professionals
who will clean and restore their
grills on a regular basis.
25
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Keep current with the changing health
care laws so your referrals will best-suit
your clients needs, finances, and health
services available.
Success Tips: Have the qualifications to
assess the quality of the health care services
you recommend and the knowledge of
clients payment options including those
services that are free or low-cost. Market
your service with talks to community
groups, a web site, and recommendations
from satisfied clients.
*How to Start a Referral Services Business by Lewis & Renn
*Introduction to Health Care Management by Sharon B. Buchfinder,
Nancy H. Shanks
11. INDOOR/OUTDOOR LIGHTING DESIGNER-
DECORATOR
Design and recommend energy-saving
and unique indoor and outdoor lighting
devices and fixtures for homeowners,
builders, architects, electrical engineers,
institutions, landscapers, and owners of
office buildings. Often these professionals
belong to lighting designer associations; are
certified; and are also educated and trained
in physics, building codes, and the green
energy issues pertaining to lighting.
Success Tips: Stay current
with the latest lighting trends
and technologies and their
applications in both indoor and
outdoor areas. Educate potential
clients as to the value of your
services that can both save
them money and highlight the
interiors and exteriors of their
projects.
*International Association of Lighting Designers -
www.iald.org
*Indoor & Outdoor Lighting Solutions, Ortho Books
12. POLITICAL CAMPAIGN MANAGEMENT
Political campaign managers
coordinate all the activities involved in
their candidates runs for public offices.
They usually have credentials and
previous experiences working in one or
more campaigns as volunteers, volunteer
coordinators, media contacts, and fund-
raisers. They often have political science
degrees. Some specialize in campaign
areas like using social media to promote
their candidates.
Success Tips: You should have a
broad marketing and public relations
background, plus a high-energy
personality to direct and sustain you
through any election campaign. The
challenge is to communicate your
candidates primary views to potential
voters and the media and how she/he
will better serve her/his constituents
over political opponents.
*Campaign Craft: The Strategies, Tactics, and Art of Political Campaign
Management by Michael John Burton, Daniel M. Shea
*The Campaign Manager: Running and Winning Local Elections by
Catherine Shaw
13. SCHOOL ASSEMBLY PRESENTATIONS
Share your expertise and experiences
Know how lenders review business plans as they often require
these as part of loan applications.
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26 Home Business

with children through your planned
educational (and entertaining)
presentations. Market your presentations
to parent-teacher associations, home-
schooling groups, and child care centers
that seek quality, age-appropriate
programs that will enhance their
students curriculums.
Success Tips: Offer (contract) packages
of one or more assemblies according
to the childrens ages/grade levels,
including classroom visits. Invest in
your own audio-visual technology. Sell
CDs, books and e-books with follow-up
lesson plans. Look into registering with
a school assembly listing site.
*How to Make Money Entertaining in Schools by David Heflick
14. TECHNICAL CONSULTING SERVICE
Offer to assess business owners
current technical capabilities,
and recommend the best new and/
or used equipment for their needs.
Most consultants specialize in certain
industries and types of technology and
equipment. This consultancy is among
those predicted to be most in demand
in future years (www.bls.gov/).
Success Tips: Set-up a professionally-
designed web site to highlight your
rsum and listing of satisfied clients.
Ask clients permissions to post their
endorsements on your site, as well in
other marketing materials. Research
potential clients in your area of
expertise, and mail them brochures.
Conduct presentations at business
expos, author books, blogs, and
e-books, and produce DVDS and CDs.
*Book Yourself Solid by Michael Port
*www.RealRates.com computer professionals resources
15. WINDOW PAINTING
Store- and small business owners and
institutions hire artists to paint and
decorate their windows to advertise
sales, to seasonally decorate,, and/or
to celebrate special upcoming events.
Many of these artists start their careers,
painting for nonprofit groups for the
experience and to perfect their skills.
Success Tips: Experiment to determine
the paints and tools best suited for
your style of painting and the types
of windows you paint. Send direct
mail to target customers, following up
If you are a skilled sewer with a flair for period
clothing design, you can create costumes for local
organizations.
With the green

movement growing, many
persons prefer to buy
items made of natural,
canvas material.
27
F
ounding a dozen successful businesses
is laudable for any entrepreneur. Doing
so by age 15 makes Cameron Johnson
remarkable. At age nine, he sold vegetables
door to door, hooking him on entrepreneur-
ship. He netted $50,000 the year he turned
12 by selling Beanie Babies online. By age
15, Johnson had joined a Tokyo companys
advisory board. In 2010, Johnson was a
finalist on Oprah Winfreys The Big Give
program on ABC. He also hosted the fourth
season of Beat the Boss on the UKs BBC.
Home Business Magazine recently spoke
with him about what it takes to start a suc-
cessful home business.
Home Business Magazine (HBM): What
kind of a business plan is required for a
successful home business start-up?
Cameron Johnson (CJ): You have to have
a product or service that offers customers
a unique advantage over the competition.
Some people think it has to be price,
but only one person can have the lowest
price, and the person with the lowest price
isnt necessarily the most successful. The
business plan should address: How will
I get customers? How will I market the
product or service? Who will I target?
The principles of a business plan are pretty
much the same. But after page one to two,
everything is unpredictable, because costs
or competition will change and you dont
know how things will be received by the
market. You have to be able to continually
adapt. Companies that fail to adapt will die.
Others are brilliant at adapting.
HBM: What is personally required of an
individual to start a successful home business?
CJ: Passion and dedication. Youve got to
enjoy what youre doing. If its just a job, you
might as well go get a job. Theres no point in
taking on risk if its something you dont enjoy.
HBM: How much financial backing should an
entrepreneur have before starting?
CJ: Start with the least amount of money
possible. Some people say they need a certain
amount to start, and I say you need a half
of that or a third of that. That gives you the
biggest return. If you put all your eggs in one
basket, its harder to adapt when you need
to. Unless its very capital-intensive, you dont
need much money.
HBM: What are the necessary pieces of
equipment for a home business start-up?
CJ: It varies by business. The bare minimums
are what I always preach. The less you have,
the quicker youre profitable.
HBM: How can entrepreneurs get financial
backing?
CJ: Its a double-edged sword. Right now,
the biggest complaint from people wanting
to start a business is, I dont have capital.
Banks arent lending but if they were,
it would give you a greater opportunity
to screw things up. So it will help you
be creative and spend less. If you have a
proven business plan, share it with friends
and family. When I have an idea, I share
it with everyone. People say someone will
steal my idea, but its not like I invented
something that will replace the toilet. I tell
people to get their feedback. Will they buy
it, help me improve it, or tell me its already
been done? If someone else is excited, he or
she might buy into the business.
HBM: How can entrepreneurs get the
exposure they need for success?
CJ: It doesnt matter if you have the greatest
product in the world if no one will buy it. Have
an idea of where your customers will come
from and how to get to them. Partner with
blogs and magazines that target that audience.
If you partner with them, hopefully you wont
have to spend money on advertising. Google
AdWords help with targeting people. Social
media makes it easy to find people. A lot of
people write blogs as a hobby. Others do it to
make money. Instead of advertising on a blog,
do a revenue share where you give them a
10-percent share for the business you receive.
HBM: What should entrepreneurs do when
they hit roadblocks?
CJ: Its not always going to be smooth sailing
or everyone will do it. If you have something
people want, it should be the perfect recipe
for success.
HBM: What are the top reasons home business
start-ups fail?
CJ: Not knowing their market or theyre
creating something no one wants. Try to find
if something out there is similar. If its already
being done, now you need to find out if you
can do it better or cheaper. If you have a good
product and no ones buying, improve it and
tweak it.
Deborah Jeanne Sergeant writes from her home
in Wolcott, N.Y. Visit her online at www.skilledquill.
net or http://cheapchownow.blogspot.com.
For more information visit
and click the Newsstand >
Interviews Channel.
Serial Entrepreneur Cameron Johnson Shares
Success Secrets for Start-Ups
By Deborah Jeanne Sergeant
It doesnt matter if you have the greatest product in the

world if no one will buy it.
F
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E
According to Cameron Johnson, finalist on Oprah
Winfreys The Big Give program on ABC,
Youve got to enjoy what youre doing. If its just
a job, you might as well go get a job.
About Cameron Johnson
In 2007, Johnsons newest book, You Call the
Shots: Succeed Your Way, was published by
Simon & Schuster. He is frequently tapped
as a keynote motivational speaker, business
consultant, and commencement speaker. He
lives in Roanoke,Va.
C
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t
e
s
y

o
f

C
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Adapt or Die
28 Home Business

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hen Mike Ragsdale launched
30A.com, an online guide to the
daily events, restaurants, and activi-
ties in a small beach resort area known as
Scenic Highway 30A, his iPhone app was
the first of its kind in Florida. I never expected
it to take off like it has, said Ragsdale, whose
home-based mobile guide business has over
60,000 fans on Facebook alone.
Ragsdale created his home-based business
as a hobby, but when it started generating over
six-figures of annual advertising revenue, he
quit his consulting gigs and focused solely on
his new hyper-local endeavor. Thats when it
really exploded, said Ragsdale.
Soon, friends and fans began encouraging
Ragsdale to launch similar mobile guides
for other towns, neighborhoods, and resort
areas. Ultimately though, we decided against
that approach, said Ragsdale, a seasoned
entrepreneur who once built successful online
brands and communities for companies such
as AOL. My friend Jeff Armstrong
and I partnered together and created
a company that helps people use the
same tools that weve developed to
quickly establish hyper-local guides in
their own communities.
The new company is called TownWizard
(www.TownWizard.com), and in just
6 months, that company has helped
entrepreneurs, businesses, and publishing
companies launch guides in over 130
communities worldwide. Armstrong believes
that the appeal to some entrepreneurs has
been TownWizards surprisingly affordable
price tag. While sophisticated apps can cost
$150,000 or more to develop, entrepreneurs
can launch their local business for a one-time
setup fee of $795, plus $249 per month.
We really wanted to make it affordable,
said Armstrong. Its obvious that every town
and neighborhood will eventually have its
own mobile app guide. The only question is,
who will be the first person to create it?
Most TownWizard partners operate their
businesses from home, and some of them
even have existing full-time jobs. Ragsdale
says that his home-based guide business only
requires about 30 minutes a day to manage.
But the truly magical thing is that it can be
managed from anywhere, said Ragsdale. Its
so flexible, in fact, that this September, hes
taking his wife and children on a 9-month
around-the-world adventure.
It took three years of hard work to get
my business to this point, but now that
dream is coming true, said Ragsdale. For
more information about TownWizard, visit
www.TownWizard.com.
Hyper-Local Mobile Guides
By Home Business Magazine
Mike Ragsdale is a partner of a company, TownWizard,
that helps people establish hyper-local guides in their
own communities.
S
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Generating
Hyper-Success
30 Home Business

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obin Barr was laid off in 1994 from
the job shed held for fourteen years.
She was 43 years old and devastated.
She had been a chronic cold sore sufferer
throughout her life, and under her new stress,
they flared up repeatedly.
Robin decided to research herbs that
might be helpful, and in her kitchen she
created a potion that, to her amazement,
prevented new eruptions from materializing.
It occurred to her that she could produce
and market this product, but she had no
experience running a company.
As Robin sat at her desk one day
wondering just what to do, the phone rang.
It was a wrong number yet for some
strange reason, Robin and the woman at
the other end of the line started chatting.
This woman turned out to be a member of
a local group of small business owners in
the cosmetics industry. She invited Robin
to attend a meeting that night. Robin
went, met suppliers and graphic artists, and
ended up with all the resources she needed!
Robin named her first product Cold
Sores Begone and used her severance
package to launch her home-based
business. In 2000, she launched her second
product, Canker Sores Begone. While
the two remedies are manufactured in
an FDA approved lab, all sales, customer
service, fulfillment, and other activities are
conducted from Robins home office.
In earlier years, both products sold well
due to impulse purchasing and word of
mouth. In recent years, Robins taken
up social media, networking, guerilla
marketing, and blogging to generate
awareness and drive sales. Both products
are available at nationwide health
and natural food stores, and online
at www.ColdSoresBegone.com and
www.CankerSoresBegone.com.
The highlights of her business venture
occurred when Whole Foods Market
agreed to carry her products, and when two
of the top health magazines, Prevention
and Natural Health, gave her glowing
endorsements.
Robin says the ability to work at home
offers flexibility and freedom to determine
her own schedule, but she finds it a constant
challenge to create boundaries to separate
work and personal time for a balanced
life. Within a year or two, Robin foresees
the need for a virtual assistant to help
keep up with the ever-growing needs of
her growing business.
A Lost Job, Stress, Cold Sores, and a Strangely
Coincidental Phone Call Lead to the Launch of
Two Great Products
Robin Barr is the inventor of two natural
remedies, Cold Sores Begone and Canker
Sores Begone.
Ingredients for Success
31
I
n some respects, selling a product is
easy. You have an item you can show
and demonstrate to people when in
person, and something you can take
photos of for your marketing pieces.
Even more important, your prospects
can use multiple senses to make a buy-
ing decision. For example, they can hear
the hum of the cars enginethey can
see the beautiful and vibrant color of the
artworkthey can touch the clothings
fabricthey can smell the designer per-
fumethey can taste the delicious baked
goods. You have numerous ways to make
the product real for your prospects.
Selling services, however, is a
completely different animal. You
dont have an item to show people,
and theres nothing to photograph for
your marketing pieces. As such, its
often more difficult to sell a service.
But difficult does not mean impossible.
You simply have to be very clear and
extremely creative in your marketing
packages so your prospects take notice
and understand what theyre buying.
Thats why so many service-based
companies are now going the extra mile
with such things as leather presentation
binders, gold embossed and natural fiber
proposal folders, and other touches that
help create marketing materials that
truly stand out.
The more high-end your services
are, the more that people expect your
marketing materials to be unique and
ornate. In such cases, its all about
the presentation materials, whether
its a pre-sale proposal
package (such as an RFP)
or a post-sale document
folder (such as closing
documents for a vacation
ownership program). In
these cases, your materials
are not just marketing
pieces; theyre who you
are. When youre selling
a service, youre really
branding your company or
the experience the service
will give your prospect.
The fact is that with the right
marketing package, you can have your
prospects saying yes to your service
at the first hello. In other words, you
want your clients to be so impressed
with your marketing materials that they
say, As soon as I received your package
I knew I would do business with you.
Following are the keys to making that
happen.
1. DECIDE ON THE LOOK OR FEEL YOU
WANT TO CONVEY TO YOUR PROSPECTS.
Every company has an image it wants
to portray, including yours. Before you
can design any marketing piece, you
need to be clear on that image. Many
companies have a rough idea of the look
or feel they want their marketing pieces
to convey, but theyre not confident that
their image is correct or even marketable.
If you are unsure what your companys
image is or how strong it is, then hire the
services of marketing professional who
truly understands your vision and who
can help you articulate it.
Why is pinpointing an image often so
difficult? Because the world is changing
so fast. Every business is constantly
evolving. As such, its difficult to figure
out where you are currently, especially
when youre so close to it. And since
companies are always trying to reinvent
themselves, defining an image isnt
something you do only once. Chances
are your company is always changing,
and that means youll have to change
your marketing pieces and the feeling
they convey every two to three years, if
not sooner.
2. DO YOUR RESEARCH.
Be sure you find a manufacturing
or printing partner that is willing to
work outside of the box. Since youre
selling a service, you cant have run of
the mill marketing pieces or packaging.
But many manufacturers will only do
standard things. So even if you design
a wonderful and creative package, your
manufacturer may not be able to create
it. They may ask you to compromise
material, size, or quality. Thats why you
need to find a company thats willing to
M
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&

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How to Effectively Market a
Service-Based Business
By Sheryl Batchelder
Selling the
Intangible
When youre selling

a service, youre really
branding your company
or the experience the
service will give your
prospect.
you want your

clients to be so
impressed with your
marketing materials
that they say, As
soon as I received
your package I knew I
would do business with
you.
You have to be very clear and extremely creative in your

marketing packages so your prospects take notice and
understand what services theyre buying.
32 Home Business

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take chances and try something different
and creative.
In the process, also look for a
marketing piece manufacturer who will
educate you on what will and will not
work. Many times a company will go
to a manufacturer with a beautifully
designed marketing package that is
simply not functional. For example,
a fine-dining restaurant wanted their
menus printed on wallpaper rather than
standard paper. While using wallpaper
instead of paper is a growing trend, this
restaurant chose wallpaper that was a
natural material, which meant it would
show oil and greasenot a good choice
for a restaurant. The restaurant spent
$300,000 printing their menus. Two
weeks into the restaurants operations,
the menus did not hold up and had to be
redone. It was a costly mistake that they
could have easily avoided had they done
their research.
Whenever possible, work with a
manufacturer during the design phase
and listen carefully to their creative and
practical advice. Many service-based
companies are creating marketing pieces
out of materials that have never been
used before, such as wallpaper, copper,
aluminum, and hand-stitched leather,
just to name a few. Some materials
work and some dont. It all depends on
the material and the intended use. You
certainly dont want to find out your
idea wont work after its created.
3. SPEND THE MONEY ON A PROTOTYPE.
When you have a marketing piece that
is complex or using a unique material,
you definitely want a prototype. If you
dont spend the money on a prototype,
you may end up with a final product
that is not exactly what you wanted.
Depending on your marketing pieces
Ensure Warm Referrals
Referrals are so important in the services industry. With a warm
referral or introduction, the possibility of acquiring a new client is
increased exponentially. Referrals are often seen as part of your
compensation for a job well-done. So why are we often slow to
ask for a referral? We are afraid to appear pushy or arrogant, or
we might be inexperienced and unsure of how to ask. Dont let
fear or insecurity keep you from pursuing this important business
method!

Know what you want and where you want to grow. You
want an introduction to people in the niche or target mar-
ket in which you want to grow your business! This helps
you to focus your efforts, rather than chasing every lead
that comes your way.
Always provide the person you are asking for a referral
with a list of no more than 15 people you would like to
meet. Develop this list based on the market your current
client or prospect is active in. By focusing on specifc
names, you are demonstrating a specifc direction in
your business.
Have a clear plan in place to get introductions from cli-
ents and prospects. It might be when you close a sale,
gain their account, deliver paperwork, or conduct a
review.
Understand that your attitude about your ability will deter-
mine your commitment to this process. It is impossible
to succeed without relationships with others, and your
attitude toward others will determine their attitude toward
you and their relationship with you.
Always send a thank you note to everyone and anyone
who gives you an introduction whether or not the con-
tact was productive. Showing gratitude for their effort will
make them more willing to help you in the future.

Acquiring referrals is an important lead channel to grow your ser-
vice business dont overlook or discount the possibilities open
to you!

Selliing the Intangible
M
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&

S
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Be sure you find

a manufacturing or
printing partner that is
willing to work outside
of the box.
34 Home Business

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complexity and design time involved,
your prototype can cost anywhere
from a few hundred to a few thousand
dollars, but its money well spent. You
want to eliminate all surprises and
know what your final product will look
and feel like. After all, your marketing
piece is your companys image and your
prospects first experience with you
make it a good one.
CREATIVITY = PROFITS
In todays marketplace, competition
is fierce. Many companies offer similar
services for similar pricing, which is
why you need an immediate edge over
the competition. Your marketing pieces
and packaging are the perfect ways to
set your company above the crowd. In
fact, if everything else is equal, your
prospects will go with the company who
has the best imageand theyll make
that decision based on the marketing
items you send them. So break the mold
and get creative. Use the new materials
and packaging options available. Do
what you must to set your services
ahead of the pack. When it comes to
selling services, a little creativity goes a
long way to positively impacting your
companys bottom line.

Sheryl Batchelder is an expert who specializes in bringing branding ideas
to life. Her company, NIS Print, offers a wide range of prototyping, print and
production services to match each clients needs. NIS partners with companies
such as Loews Hotel, Darden Restaurant Group, and Marriott Vacation Club
to produce marketing materials, specialty binders, and portfolios that enhance
brand recognition. To find out how Sheryl can help your company, call
407-423-7575 or visit www.NISprint.com.
Your marketing piece is your companys
image and your prospects first experience
with youmake it a good one.
36 Home Business

O
ne of the fastest growing areas of
electronic communication is social
media. And what started as a fad has
quickly turned into a new business tool to
create value and also a venue for marketing.
The key to successful social media marketing
is to establish your self and your business as
an expert in your industry or field. There is
no control you can use with social media;
you can only hope to influence the exchanges
and messages between other members. Over
time, you can build a level of authority with
social media that will contribute to your
marketing efforts for your start-up.
There are over 1000 operating social
networks on the planet, and most of
them target special networks or needs
of their members. Most, but no all, are
free to join and all you do is go to their
site home page and click on the join
or join now link. You will be taken
to a page that asks you to fill in some
information or a profile. Some sites will
allow you to upload a photo or photos
which will be part of your profile. In
most cases, you can go from not being a
member to using the site within 10 to 15
minutes. The common sites have made it
so easy to join than anyone from age 8 to
80 should breeze right through it.
Some of the social network sites allow
you to limit the amount of personal
information the public can view. It will
likely ask you this when you are creating
your profile, and you can change it to less
or more at any time later. Following is a
short explanation of the more common
networks and a little information
about them. Happy Networking!
Twitter. This site offers social networking
by allowing users to send and read
messages called tweets. These tweets are
text posts with a limit of 140 characters
(letters, spaces, and punctuation).
Users may read any message (unless
its protected by the sender) and follow
other users and see their tweets. Twitter
was started in 2006 and has grown
rapidly worldwide.
Facebook. This site was started in
2004, and as of 2010, it had more than
500 million active users. Each member
must be a self-proclaimed 13 years old
to join and use the network. Facebook
users create a profile to inform friends
about themselves. A popular feature
is status updates, which allows users
to post a short message mentioning
what theyre currently doing or thinking
about. Users can also link to news or
human-interest stories or other sites and
post them as status updates. Facebook
allows members to join networks, which
are organized by schools or colleges, for
example, to let students get to know each
other and the school better. Businesses
are now using the network for marketing
and to keep their friends in touch with
industry developments.
MySpace. This site was the first big
social network where members could
exchange messages with other users.
It became the most popular social
networking site in the U.S. in 2006, but it
was overtaken in popularity by Facebook
in 2008. MySpace is currently owned by
the News Corp, a large media company.
YouTube. On this network, users
can upload videos for anyone to
view. YouTube was created in 2005
by three former PayPal employees,
and it has grown exponentially since.
Users post amateur music videos and
movies, television clips, speeches, and
other performances. Google purchased
YouTube in November 2006, and it has
become the number-two search engine
behind Google.
LinkedIn. This is a business-oriented
social network launched in 2003.
The number of LinkedIn users was
approaching 100 million as of this
writing. Users can enter their profile,
including their business skills and
talents. The network is used for job
searching, professional networking, and
exchanging professional opportunities.
Members can follow companies and
join specialized groups.
Some other, lesser-known network sites
include:
Classmates. Designed for users to find
and communicate with past school
friends and faculty.
Last.fm. A music networking site.
Stickam. A live video streaming and chat
network.
Bebo. A general social network.
Flickr. A photography-related social
network.
Habbo. A worldwide general network
aimed at teens.
weRead. A network that allows users to
rate and review books theyre reading.
WAYN. A network about travel and
lifestyles.
XING. A business network for Europe.
deviantART. An art-related network and
community.
MyHeritage. A genealogy-oriented social
network.
Flixster. A network that allows users to
share movie reviews and ratings.
Stumble Upon. A network that allows
you to find websites that match your
interests.

Barry Thomsen is a speaker, international
author, and entrepreneur who has started
over 20 different businesses . His latest book,
90 Days to Success as a Small Business
Owner is available in bookstores and
amazon.com. He is the president of Business
Marketing Ideas located in Colorado Springs,
CO. Contact him at 719-268-1322 or visit
www.idealetter.com.
M
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G

&

S
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Use Social Media to Contribute to your Marketing Efforts
By Barry Thomsen
Getting Started With Social
Media in Your Start-Up
There is no control
you can use with
social media; you can
only hope to influence
the exchanges and
messages between
other members.
The key to successful social media marketing

is to establish your self and your business as an
expert in your industry or field.
area and not scattered around the house.
Install a lock on the door, and use it
when not working or out on business.
Keep family members out of your
business area, and close your door when
working. There is nothing worse than
being on the phone with clients and they
can hear kids, a television, a noisy pet, or
loud music in the background.
Remember, number 1 on the checklist,
you made the commitment to be
successful and now you must act like it
and operate like a business. For more
information, read the article Creating a
Perfect Home Office in this issue.
16. Designing Your Website - Work
on this in advance of your home
business opening, so you have a
working home page and links to a
couple other pages. Dont start your
new business without a working
website, or customers will question
your ability to serve their needs. Keep
testing site address names until you find
an available one thats easy to type in
and remember. You can either design
the website yourself using many
available software packages or get
someone else to help you. A low cost
idea is to contact a local college
computer instructor and ask if any
students would like to assist you. They
may be able to get course credits for
doing it. However you decide to get
your website going, be sure its working
properly when you open your home
business. You can always keep adding
to it as you grow. When you just see a
sign at a website that says Under
Construction, it can say that the
business is not ready to operate.
17. Your Grand Opening - This is
your one-time opportunity to make a
big deal and flaunt your new home
business. You can hold your opening at
a restaurant if you want to meet people,
or have an online party to attract
attention. Try to have some type of
bonus or give-away for your first clients
/ customers and another bonus for
referrals. A grand opening is the best
excuse to jump-start your business
when you need sales and cash flow the
most. Invite the media to join in, and if
its a slow news day, you might get
some publicity. Send or post community
announcements to all the newspapers
and websites you can find. This is the
one time that people wont question
that you are new in your industry.
18. Use Social Media This is a big
advantage over starting a home business
just 10 years ago. Participate in free
forums where you talk about your home
business and interact with other interested
people. Facebook, Twitter, and Linkedin
are the most popular, but there are also
many other social media sites that are not
38 Home Business

F
E
A
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E
You will need a competent banker,
accountant, and lawyer (or prepaid legal
service) that you can rely on for advice.
as well known. Sign up for free and use
them daily to keep people interested in
what you are doing. Also start a blog
(also free) and post useful information
about your business and industry. Post at
least three times a week and dont hold
back on any of your secret ideas. Give
readers something they can use, and they
will be back for more. Using social media
in a home business is not just a luxury
anymore; its a necessity. For more
information, read the article Getting
Started With Social Media in Your Start-
Up in this issue.
19. Establish Cross Promotions -
Who wants the same target customer
that you do but is not a competitor?
Find several other businesses that offer
the same quality and service that you do,
and partner with them to refer business
to each other. Supply flyers and
brochures and consider offering a small
discount to people who are sent through
cross promotion partners. This is a very
inexpensive way of marketing a home
business, especially in the beginning
when marketing dollars are scarce.
20. Advertise or Direct Mail? - How
will you promote your new business
and where will you spend those limited
marketing dollars? You first need to
decide what will give you the most
response for what you spend.
Advertising is expensive and must be
tested for results before you jump in
with both feet. Direct mail will work
effectively if you have a targeted list
and also test 10% of it first. Offline
marketing is a necessary part of
building your new home business, and
no one method is the total answer.
When you find the way that works best
for your business, keep using it and
expand on it but do it slowly.
21. Getting Publicity This is a way
to develop a new business at little or
not cost. When you speak to groups or
write articles for your industry, you will
become an expert in your field, and
everyone likes to buy from an expert.
Email your name and expertise to all
the radio stations, television stations,
and newspapers in your selling area
telling them you are available for expert
commentary in your field if the need
arises. Write helpful articles and send
them to your industrys publications at
no fee to use. You can find many places
to send articles in Bacons Magazine
Directory in your library. Always be
ready and available to talk about your
industry, and mention your business
name when you can.
22. Your Guarantee - It doesnt
matter whether youre selling bird
houses, fixing furnaces, or cleaning
carpets always guarantee that your
product or service will satisfy the
customer. Guarantees are only as good
as the people that stand behind them.
Always be sincere. Customers may
Dont start your new business without a working

website, or customers will question your ability to serve
their needs.
39
A
re you considering launching or
financing a start-up company? This
authors expertise and experiences
have led to the creation of a series of tips
that can help you move forward with your
decision. These tips include:
ITS NOT ABOUT THE PRODUCT
Start-ups are not about the technology
or product or service. The product is the
heart of the company, but the product
no more makes a company than a heart
makes a human being. There are many
components to a company that all have to
work together harmoniously in order to
achieve a success outcome.
What does this mean to the entrepreneur
just starting his business? A new business
should create a minimal product or service
dont spend extra time adding bells
and whistles. Getting the product into the
hands of the customers and getting their
feedback as soon as possible is worth far
more than all those fancy features. Dont
agonize over perfecting the first product.
The entrepreneur needs to start thinking
about those other pieces of a company
on day one. Youve got the product, but
what about marketing, sales, distribution,
manufacturing, financial planning, funding
and so on? Its not a serial process. You cant
develop the product and
then start the marketing.
Many of these functions
need to overlap.
DONT BE AFRAID TO
DISCOVER
The early stage
start-up process is a
discovery process, not a
step-by-step execution
process. Many first-time
entrepreneurs believe you come up with
a great product idea, then they come up
with a detailed business plan, and finally
they hire the people to execute the steps
in the plan. Discovery is simply a starting
point from which the product and business
will evolve, iterate, and be refined as the
concept meets the customers, the market,
and the investors.
Too often, entrepreneurs write a business
plan because some expert told them thats
what they should do. The result is a
business plan that is a work of fiction. You
will eventually need the business plan, but
it doesnt come first. Entrepreneurs should
focus on developing a concept plan in the
beginning. This is a shortened version of the
business plan. It outlines what the product
is and how the business surrounding the
product operates, but it does so mostly
through all the assumptions that the
business hinges upon. The concept plan is
the discovery plan. Once the entrepreneur
has worked through the concept phase
and has a firm idea of the product and its
business, then its time to write the detailed
business plan.
Along with dont be afraid to discover is
dont be afraid to admit the product wont
work at all and its time for a major change.
It takes time to find the right product to
market mix.
RETOOL AND REVISE
The first product idea is never the final
product that makes the company famous. In
reality, the worst work you will ever do is the
first work you do. Press forward past the first
iteration, and make use of the lessons you
learn along the way.
How do you really iterate? It sounds
easy, but its not. Youre going to get a
lot of conflicting opinions and wants from
the customers and marketplace. Once
youve got the product in the hands of
the customer, youll find some customers
love your product and many dont. Many
entrepreneurs make the mistake of trying
to please every customer because they feel
every initial customer is precious. As a result,
they spend a lot of resources adding features
Tips for Launching Your Start-Up Right
By Cynthia Kocialski
Is It Time For You
To Start A New
Business?
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Discovery is simply a starting point from which the product
and business will evolve, iterate, and be refined as the concept
meets the customers, the market, and the investors.
Start-ups are not

about the technology or
product or service.
Start-Up Success Factor
Cynthia Kocialski loves start-up companies. I love start-ups and all the won-
derful gizmos and gadgets they make, said Kocialski, a veteran of three start-
ups and author of Startup from the Ground Up (www.cynthiakocialski.com).
The problem is that most of these wonderful things never make it, because
entrepreneurs are in love with the technology, and they lack an understanding
of the technology business. Its one thing to develop a new gadget or piece of
software that does something cool, but entrepreneurs need to ask themselves
if it actually solves a problem.
Cool doesnt sell. Meeting the needs of consumers and businesses does. In
the final equation, it is the business of technology that is the factor determining
the ultimate success or failure of the product.
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and fixing problems for the customers who arent truly excited
by the product. Dont do this. Instead, focus on the customers
that really love your product. Establish relationships with these
customers. If they want new features, add theirs to the baseline.
Next, reframe your marketing so that the benefits your
thrilled customers experience are the ones featured most
prominently in your marketing materials. This will showcase
your strengths and attract more customers like those that love
your product. This will also help you develop customers who
will act as your informal sales force and attract customers
willing to provide testimonials. Future prospects are more likely
to buy if your customer testimonials and referrals are from
others like themselves.
BUILD YOUR TEAM
You need a team, but not just any team. You need the right
team for that stage of a companys life. You wouldnt hire a
college professor to teach kindergarten. For that, you need to
find early elementary teachers. Ditto for start-ups. Find the right
people for the right job, as well as the right attitude and stage of
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Find the right people for the right job, as well as the right attitude
and stage of their careers to make them a match for working with a
start-up.
Youve got the product, but what

about marketing, sales, distribution,
manufacturing, financial planning,
funding and so on?
Start a New Business?

42 Home Business

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their careers to make them a match for working with a start-up.
In the beginning, the two most important people to have on
your team are the person who can guide the overall development
process and the marketing person who can start creating
demand for your product as soon as possible.
Your team is not just comprised of the founders, owners, and
employees. It is also the outside mentors, advisors, vendors,
and consultants. Unless a start-up happens to have a lot of
funding on day one, these outsiders are key to a new business
thriving. Not many start-ups can afford to hire full time
employees to do a specific task, and so it becomes easier to
hire short-term people to do these tasks. While founders often
question why they should hire someone to do what they could
do themselves, remember that building a company takes many
people, and you can never do it alone. CEO does not stand for
Chief Everything Officer.
THINK LIKE AN INVESTOR
Investors know and accept that investing in a start-up is
a very high-risk proposition. If investors wanted a moderate
return, theyd invest in publicly-traded bellwether companies
like IBM and Coca-Cola. What entrepreneurs dont get is that,
to investors, the company itself is THEIR product. Entrepreneurs
need to understand the investors perspectives. Entrepreneurs
engage in the deliberate creation of their end-user products, but
what they also need to do is engage in the deliberate creation
of their companies. Investors buy into companies, not end-user
products. For an investor, the best case scenario is a tested,
proven business with a market that is poised to expand and
grow rapidly.
While many entrepreneurs never intend to accept outside
funding, this author still thinks its helpful to contact these
investors. They have seen so many businesses start and fail and
a few start and thrive, that they can often shed valuable insight
on various aspects of the entrepreneurs plans. Outsiders are
sometimes able to see the big picture better than the entrepreneur
who is deep into the details of the product and company.
The spirit of American business is embodied in the start-up.
Innovation and guts make up the foundation of the start-up, and
those qualities also happen to be characteristic of the most successful
mega-firms ever to hit the market. Let those qualities form the
dynamic of your start-up, and youll be off to a good start.
Cynthia Kocialski is the founder of three companies two fabless semiconductor
and one software company. Currently, she is a consultant for start-up companies.
What makes her unique is that she has experienced many start-ups and has seen
them from the inside out, including the day-to-day trials and tribulations, not just
the milestones and status presented to passive investors and outsiders. In the past
15 years, she has been involved in dozens of start-ups and has served on various
advisory boards. These companies have collectively returned billions of dollars to
investors. She also writes the popular Start-up Entrepreneurs Blog and has written
many articles on emerging technologies.
You wouldnt hire a college

professor to teach kindergarten.
For that, you need to find early
elementary teachers. Ditto for
start-ups.
43
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And thats not just some

pie in the sky either.
T
he best technology. The best
employees. The biggest budget. The
strongest R&D department. Check,
check, check, and check! If you think these
are all the elements you need in order
to build a consistently successful company,
youre wrong. There is one other factor youll
need to check off that list an innovation
strategy that works.
The best way to ensure your company
will be a success is to deliver more than
your share of customer value. Specifically,
you need to develop differentiated products
that provide benefits your customers crave
products they cant get anywhere else
at a comparable cost. But you shouldnt be
guessing what they want. You should base
your product innovation on what they say
they want.
Back in 2007, Booz Allen Hamilton
released an important study on innovation
called The Customer Connection: The
Global Innovation 1000. The company
studied 84 percent of the planets corporate
R&D spending and identified several
distinct innovation strategies.
Most importantly, the study highlighted
one essential element of successful
innovation that too many companies forget.
Your employees arent the only people you
should be engaging to create truly unique
and profitable products. You should actually
be focusing your efforts on engaging your
customers!
The Booz Allen Hamilton study found
that when it comes to innovation, customer
engagement has a huge payoff. It noted,
Companies that directly engaged their
customers had superior results regardless of
innovation strategy.
And not just a little bit superior, a lot
superior. Those companies that used direct
customer engagement while innovating
versus indirect customer insight enjoyed
great financial gains. In fact, the study
found that the companies that based their
innovation strategies on customer feedback
experienced gains in the following key areas:
1. Profit Growth: Operating income growth
rate that was three times higher.
2. Shareholder Return: Total shareholder
return that was 65 percent higher.
3. Return on Assets: Return on
assets that was two times higher.
What should you do with this information?
For starters, if youre in a conversation
about your companys innovation and
nobodys talking about the customer, realize
something might be very wrong. To put it
in terms of the study, your company might
be practicing indirect customer insight
instead of direct customer engagement.
This is a kind way of saying, Weve lost
track of who our innovation is supposed
to help.
If you think your company needs some
innovation help, read on for a few words
of advice.
TAKE IT TO THE NEXT LEVEL
For more than five years, this author has
been helping B2B suppliers engage their
customers in the innovation process. In that
time, six levels of customer engagement
have been distinguished during product
development. Whats your level?
Level 1: Our Conference Room: At the
lowest level, you decide what customers
want around your conference room table.
Internal opinions determine the design of
your next new product.
Level 2: Asking Our Experts: At the next
level, you poll your sales force, tech service
department, and other internal experts to
determine customer needs. Better because
more voices are heard but still too
internal.
Level 3: Customer Survey: Here you use
surveys and polls to ask customers what
they want. This begins to shake out internal
biasesbut doesnt deliver much in the way
of deep insight.
Level 4: Qualitative VOC Interviews:
You send out interview teams that meet
with customers to learn what they want.
This is a quantum leap from VOO (voice of
ourselves) to VOC (voice of the customer).
Level 5: Quantitative VOC Interviews:
The problem with just qualitative VOC
is that people hear what they want to
hear. Quantitative feedback drives out
assumptions, bias, and wishful thinking.
Level 6: B2B VOC Interviews: Unlike
end-consumers, B2B customers are
knowledgeable, rational, and interested.
B2B-optimized interview methodology fully
engages them to take advantage of this.
If you arent happy with your level,
dont worry. Through solid training and
committed leadership, businesses can leap
from Level 1 to 6 in the space of a year.
REMEMBER WHOS SHOWING YOU THE
MONEY
A successful company innovates for
its customers, not itself. Thats because
nobody inside your company can pay for
innovation. Only your customers can do
that. So the more closely you engage those
who paythe more you learn what theyll
pay for.
MAKE SURE YOURE ASKING THE RIGHT
QUESTIONS
Too often, innovation is misunderstood
as the process of coming up with the right
answers. The reality is that it is actually
about asking the right questions. If the
bright people in your company are focused
on real customer needs, theyll run circles
around the bright people at competitors
who are focused elsewhere.
Use the Engagement Factor with your
Customers
By Dan Adams
Boost Innovation
(and Profits!)
in your Start-Up
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The best way to ensure your company will be a success is to deliver
more than your share of customer value.
There is one other factor youll need to check off

that list an innovation strategy that works.
44 Home Business

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46 Home Business

Boost Innovation (and Profits!)
Your business needs to defne its target market. Without a defned
group to target your marketing message to, all of the associated
costs will be lost and your message will be sent out to a majority
of people who are not interested.
One of the worst steps you can take in business is attracting
and accepting the wrong type of customers any customers.
Attracting the any customers is often a quest by businesses to
get the ball rolling in their businesses quickly, but also to build up
great portfolios of work to show off to their potential customers
(their real target markets), to show off that they have a long list
of customers who like their work, and to generate instant income.
To attract these customers means that businesses pricing has to
refect what these customers are after, which are the best prices
they can fnd in the local area. This quest might sound like a
reasonable one, and to some a good plan of attack to start out
in business. But businesses should not fall for this quest. Heres
why
The products and services offered become more and more
aligned with the low-priced any customers, and therefore not
in line with businesses real target markets.
The output or fnished results of the businesses services are
not of a high enough quality to be attractive to those higher-
priced clients (their real target markets).
Their pricing attracts customers who only want the cheapest,
and those customers will always shop around and get it else-
where if its cheaper.
Any customers are always expecting businesses to do more
work and produce more samples for no cost.
When you want the higher-priced clients, you really need to seek
them out one-by-one. Finding the clients calls for other, more time
consuming methods. Avoid the mistake of attracting the any
customer instead of going only for your real target market from
day one. Defne your target market, make sure its a good one
that will bring you plenty of profts, and stick to it. Do not under
any circumstances do any work for people outside of your target
market with one exception if you fnd a client thats a step up
from your target market, you might want to consider it, but beware
that there could be some business killing problem that arises from
taking on that work.
If its confdence you lack in getting those higher-priced clients, do
something about it. Theres plenty of self help media available. As
for fear of inferior products or services, more research will help
you with that. Keep researching from multiple sources until you
fnd the answers you seek, and take it from there.
Paul Groth is a marketing strategist, entrepreneur, and author of M+M=M Motivation Plus Marketing Equals Money.
Business Killer Targeting The Wrong Customers
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LEARN TO PRE-SELL
The Booz Allen Hamilton conclusions
are especially potent for the B2B supplier
serving a concentrated market. If you
interview the ten largest prospects in your
target market correctly, youll engage them
so theyll be primed to buy when you launch
that new product.
So the bottom line is if you want to boost
your innovation, you should start by directly
engaging your customers. And do this in a way
that allows you to understand their world,
focus on their important, unsatisfied needs, and
entice them to keep working with you.
This innovation strategy is great because
you are removing the guessing game aspect
of new product development. You wont
have to worry about whether or not your
customers will like your new products,
because youll already know you are
delivering exactly what they want.
Dan Adams, president of Advanced Industrial Marketing, Inc., is
author of New Product Blueprinting: The Handbook for B2B Organic
Growth (AIM Press, 2008, ISBN: 978-0-9801123-4-4, $35.00,
www.newproductblueprinting.com). He is passionate about B2B new
product development. In over 30 years of working within and with
major B2B corporations, he has explored every aspect of product
development, building New Product Blueprinting from the ground up.
He is a chemical engineer and holder of many patents and innovation
awards, including a listing in the National Inventors Hall of Fame. Adams
was head of strategic planning for a billion-dollar company and has
extensive experience in Fortune 500 marketing, business development,
and leadership positions. He is an award-winning speaker and conducts
workshops in every region of the world. Advanced Industrial Marketing,
Inc. (AIM), was built on the belief that understanding your customers
deepest needs is a competitive advantage you should learnnot
outsource. AIM conducts workshops globally to train commercial and
technical teams in advanced B2B product development, provides strong
post-workshop coaching supportand then gets out of the way.
Your employees arent

the only people you
should be engaging to
create truly unique and
profitable products.
You should actually be
focusing your efforts
on engaging your
customers!
A home business owner needs to develop differentiated products that provide benefits his or her
customers crave products they cant get anywhere else at a comparable cost.
47
with personal appointments to show
the photo portfolio of your work; and
discuss your clients advertising goals.
*A Guide to Watercolor Window Advertising for the Artist, the Teacher,
the Professional and More! - www.window-painting.com/index.html
*www.WindowJeannie.com/ - decorative window painting DVD,
supplies
After deciding on a home-based business
idea, consult with business accountants,
lawyers, and insurance agents related to
your start-up. They will help you adhere to
all tax reporting laws, and ensure you are
protected in legal matters and loss coverage.
Check also in your telephone directory or
online for nearby offices of local, state, and
federal agencies that offer free or low-cost
business counseling for entrepreneurs. In the
United States, search for The Senior Corps
of Retired Executives, www.SCORE.org;
Small Business Development Centers and/
or Womens Business Development Centers
(Search at www.SBA.gov); and Canada
Business, www.canadabusiness.ca/eng/.
With financial experts predicting a
continued slow economy for the next
several years along with rising daily
living and fuel costs, starting a home-
based business now may not only prove
to be a valuable supplemental income
for you, it may also be part of the way
back to a sustainable global economy
and a better life for us all.
Priscilla Y. Huff is the author of 101 Best
Home-Based Businesses for Women,
3rd ed.; and writes regularly at her
blog, No Thanks. Ill Work for Myself.
http://nothanksillworkformyself.blogspot.com/
F
E
A
T
U
R
E
1. After-School Child Care Provide
licensed and supervised homework
time, snacks, and recreational
activities for the school-age children
of working parents and guardians.
National After School Assn -
www.naaweb.org/
2. Childrens Taxi If you like
and understand children and have
a good driving record, along with a
dependable and safe vehicle, become
licensed to transport children to
and from after-school activities and
appointments. Starting a Driving
Service For Pleasure and Profit by
Dana Carter (e-book)
3. Chimney Sweeper In
preparation of cooler seasonal
use, clean chimneys of fire-causing
creosote as well as those pipes that
are part of modern heating units.
http://chimneysweepers.com/
4. Crafts Seasonal Sell your
handmade items through online
craft-selling sites; your own web
site; and exhibiting at retail and/or
craft shows. www.CraftsReport.com
5. Event Planner Coordinate
caterers, fl ori sts, travel , and
hospitality services for individuals
and/or companies meetings and
tradeshows. www.ises.com/
6. Framing, Custom Provide
custom framing and matting services
to consumers, professional artists,
photographers, calligraphers, and
awards products compani es.
www.pmai.org/ppfa/
7. Home Schooling Consultant
Assist parents in planning individual
curriculums and schedules for their
home-schooled children and to
follow their states guidelines. http://
ameri canhomeschool associ ati on.
org/
8. Human Resources Consultant
Advise companies in the formation
and communications of HR policies,
i nvol vi ng empl oyees trai ni ng,
recrui tment and management.
www.ihrca.com/
9. Lawn-Yard Maintenance Clean-
up, prune, rake leaves, and prepare
customers lawns, flowerbeds, trees,
shrubs, and swimming pools for
the upcoming changes in seasons.
www.lawncare.net/
10. Marketing Consultant
Evaluate independent professionals
and business clients current
marketing tactics, and revise and
implement new ones to find new
customers. www.marketingpower.
com
11. Music-Art Lessons Pick up
new students from the schools that
cut art and music programs. Offer
private music and/or art lessons
in your home studio; or travel
to students in an equipped van.
www.arteducators.org/
12. Personal Chef or Meals Delivery
Service Cook healthy, specialized
daily or fine dining meals at clients
homes; or cook ordered meals in a
licensed kitchen and deliver them to
your clients homes or workplaces.
www.uspca.com/
12 More After-Summer Home Businesses
Assist companies in training new employees in sales techniques, and present
workers who need to upgrade their sales skills.
48 Home Business

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49
Raising Money for Your Start-Up Business
N
eed to raise money for your start-
up business? The first options that
typically come to mind are your
personal assets: savings account, credit cards,
401(k) or Keogh retirement plan, life insur-
ance, second mortgage line of credit, or items
you own that can be sold for cash. There
are, however, lending options for small and
home businesses that need money for starting
up. Whether you consider a private lender or
a professional lender for raising money, care-
fully plan ahead.
PRIVATE LENDERS FAMILY AND FRIENDS
Your best possibilities for private lenders
are family members or friends who own
their own small businesses or who work for
successful small businesses. They understand
the risks and benefits and are generally more
willing to take small business loan risks.
Remember the following when dealing with
family and friends:
Do Not Give Up Ownership for the
Loan. No matter how large the loan is
from a private lender, never accept the
money in return for giving up controlling
interest (fifty-one percent or more of your
company). You want
to retain control of the
company.
Set Up a Business
Meeting with Your
Private Lenders. Discuss
the loan in a professional
and sensitive manner.
Explain your ideas, and
give the lender a copy
of your business plan,
including pro formas
and spreadsheets. Then, give the potential
lender some time to consider whether to
make the loan.
Draw Up a Loan Contract. If someone
does decide to invest, draw up a written
contract for the loan. You can find a loan
document on the Internet, at a bookstore,
or perhaps from a local bank. Be sure your
private lender has read it carefully. Be sure
that you and your lender agree on all the
terms and that you both sign and date the
agreement.

PROFESSIONAL LENDERS
Professional lenders want to make loans
that will be repaid and that they can profit
from. Lenders want those loans to generate a
high rate of return for their bank. You must
provide a detailed business plan, background
materials, website access, or a sample of
your product. You may need to instruct the
lender in how your business works, offer a
visit to your company site, or demonstrate
your service or product. Professional lenders
want to know how you will succeed in the
lean times, and your business plan must
demonstrate the need for your product or
service and the profits that can be derived.
Your business plan should explain all those
details. The following are professional
lending options you should consider.
Local Banks
Try your local bank first, especially if you
have a personal relationship with any of
the bank officers. Your local bank is close
and convenient. But dont be disappointed
if it turns you down, even if youve banked
there for years. Most small town or branch
bankers have a very narrow focus as to
the type of loan they want to approve.
If not approved, go to another bank.
Banks Outside Your Area
M
O
N
E
Y

C
O
R
N
E
R
There are private and professional lending options for small
and home businesses that need money for starting up.
Funding
Options
By Jim R. Sapp
If you need to go to a banker, follow the Boy Scout motto and be prepared. Here are
ten steps for increasing your chances during the loan application process.According to the
federal government:
1. Have a good, simple business plan with conservative projections.
2. Do your homework. Select a lending institution that handles the type of loan you
need.
3. Apply at a minimum of fve banks or lending institutions.
4. Make a personal appointment with the loan officer.
5. Be prepared: Bring completed tax returns, fnancial statements, and the loan
application.
6. Practice your presentation.
7. Present your plan to the lending institution, and leave a copy of your business
plan and supporting documents.
8. Follow up with any other information needed.
9. Have on-going communication with your loan officer.
10. Be patient!
Ten Steps to Getting a Loan
No matter how large

the loan is from a private
lender, never accept the
money in return for giving
up controlling interest
(fifty-one percent or more
of your company).
50 Home Business

And that once people had been
awarded these judgments... 80
percent of them were never paid.
This discovery couldnt have come
at a better time; Christina and her
husband Terry were part owners of a
carpet store and had amassed a
large amount of debt.
They had three small children and
thought that by owning a store they'd
have more money and time for their
family. Initially it was an exciting time
for them, but that dream quickly
turned into a nightmare of debt and
endless hours at work, as Christina
remembers, "We accumulated
monstrous debt. We were truly only a
few paychecks away from being
homeless."
And then she learned about the
big money in small claims. Christina
focused on learning how to recover
judgments for people. She says, "It
was trial and error for six months to a
year. I buried my nose in civil codes.
Christina contacted a number of
small businesses in her area to see if
they could use her services, and as it
turned out, there was plenty of work
for her. "These people were
overjoyed to give us all of their cases
to collect and were more than willing
to let me keep 50% of what I
collected for them," she says.
In most cases, they had filed away
their judgments a few years prior with
no hope of ever collecting on them.
Christina's business, Sierra
Judgment Recovery, gets that money
back. These people figured they'd
never see any of that money again,
so they're more than happy to pay
Christina's fee.
Another attractive aspect of this
service is there's no up-front cost to
her customers. Any filing fees or
costs incurred by Christina are
reimbursed to her out of the
judgment once it's collected. The
customers don't have to pay
anything out of their own pocket.
From what she says, this is
primarily behind-the-scenes work,
which makes it an entirely non-
confrontational business. She does
everything through the court system
from seizing debtor bank accounts,
garnishing wages and other income,
to placing liens on property.
One year after starting the
judgment recovery business,
Christina and Terry closed the
carpet store. Finally they could work
at home and have money left over
at the end of the month. They've
been running Sierra Judgment
Recovery for over 10 years and are
bringing in a five-figure paycheck
each month. And the most important
aspect is they've got more time for
their kids. I can attend their events
and my husband gets to go on field
trips now - he's usually the only dad
on them.
But the story doesn't end there.
Christina wants to share her
knowledge with others across the
country as a home-based business
opportunity.
She has put together a judgment
recovery training course. In addition,
students have access to a National
Network, which can be extremely
helpful in cases where the debtor
has moved out of state. Christina
also includes unlimited support.
The training course is on a
home-study basis and it teaches
A Judgment Recovery Business is Hot
and in Demand. Heres how to start your own...

H
ave you ever watched Judge Judy or any of those mid-afternoon
court TV shows where people sue each other for unpaid rent or
services? In many cases, Judge Judy slams down her gavel and barks
orders at the defendant to pay up, but here's a little known fact: the
court does not enforce that judgment. And that goes for non-televised
court cases too.
That's right, just because a judge orders someone to pay a debt
doesn't mean that person is going to do it. Imagine if someone owed
you a few thousand dollars and decided not to pay you, regardless of
what a court of law ordered. Would you know what to do? Most people
don't, so they wait in frustration for the debt to be paid.
Christina Smiley, founder of Sierra Judgment Recovery and self-
proclaimed opportunity junkie, learned how to profit from this little
known market of unpaid debt by helping judgment holders collect. She
explained there was virtually no one who was providing this service.
how to contact judgment holders
to get their business, the steps to
tracking down a debtor and sorting
through the paperwork from the
court.
Christina's motivation for
sharing this business opportunity
with others isnt to get money from
sales of the course (a one-time
flat fee of $185.00, she only
makes enough to cover the cost of
producing course materials): she
wants to continue to develop the
National Network of judgment
recovery specialists.
Anyone interested in a home-
based business who really likes to
do research could benefit from
this training course, according to
Christina. "This business is filling a
true niche. It provides steady,
predictable home-based income
of $5,000 - $8,000 per month on
average. There is no lack of
customers and no foreseeable
decrease at any time in the
future," says Christina.

If youd like information on
starting your own home-based
register for their free guide at
www.recoverycourse.com. You
may also contact Sierra
Judgment Recovery directly by
calling them at (912) 882-8190
or email Customer Support at
Support@recoverycourse.com.
Christina Smiley
And that once people had been
awarded these judgments... 80
percent of them were never paid.
This discovery couldnt have come
at a better time; Christina and her
husband Terry were part owners of a
carpet store and had amassed a
large amount of debt.
They had three small children and
thought that by owning a store they'd
have more money and time for their
family. Initially it was an exciting time
for them, but that dream quickly
turned into a nightmare of debt and
endless hours at work, as Christina
remembers, "We accumulated
monstrous debt. We were truly only a
few paychecks away from being
homeless."
And then she learned about the
big money in small claims. Christina
focused on learning how to recover
judgments for people. She says, "It
was trial and error for six months to a
year. I buried my nose in civil codes.
Christina contacted a number of
small businesses in her area to see if
they could use her services, and as it
turned out, there was plenty of work
for her. "These people were
overjoyed to give us all of their cases
to collect and were more than willing
to let me keep 50% of what I
collected for them," she says.
In most cases, they had filed away
their judgments a few years prior with
no hope of ever collecting on them.
Christina's business, Sierra
Judgment Recovery, gets that money
back. These people figured they'd
never see any of that money again,
so they're more than happy to pay
Christina's fee.
Another attractive aspect of this
service is there's no up-front cost to
her customers. Any filing fees or
costs incurred by Christina are
reimbursed to her out of the
judgment once it's collected. The
customers don't have to pay
anything out of their own pocket.
From what she says, this is
primarily behind-the-scenes work,
which makes it an entirely non-
confrontational business. She does
everything through the court system
from seizing debtor bank accounts,
garnishing wages and other income,
to placing liens on property.
One year after starting the
Christina and Terry closed the
carpet store. Finally they could work
at home and have money left over
at the end of the month. They've
been running Sierra Judgment
Recovery for over 10 years and are
bringing in a five-figure paycheck
each month. And the most important
aspect is they've got more time for
their kids. I can attend their events
and my husband gets to go on field
trips now - he's usually the only dad
on them.
But the story doesn't end there.
Christina wants to share her
knowledge with others across the
country as a home-based business
opportunity.
She has put together a judgment
recovery training course. In addition,
students have access to a National
Network, which can be extremely
helpful in cases where the debtor
has moved out of state. Christina
also includes unlimited support.
The training course is on a
home-study basis and it teaches
A Judgment Recovery Business is Hot
and in Demand. Heres how to start your own...

H
ave you ever watched Judge Judy or any of those mid-afternoon
court TV shows where people sue each other for unpaid rent or
services? In many cases, Judge Judy slams down her gavel and barks
orders at the defendant to pay up, but here's a little known fact: the
court does not enforce that judgment. And that goes for non-televised
court cases too.
That's right, just because a judge orders someone to pay a debt
doesn't mean that person is going to do it. Imagine if someone owed
you a few thousand dollars and decided not to pay you, regardless of
what a court of law ordered. Would you know what to do? Most people
don't, so they wait in frustration for the debt to be paid.
Christina Smiley, founder of Sierra Judgment Recovery and self-
proclaimed opportunity junkie, learned how to profit from this little
known market of unpaid debt by helping judgment holders collect. She
explained there was virtually no one who was providing this service.
how to contact judgment holders
to get their business, the steps to
tracking down a debtor and sorting
through the paperwork from the
court.
Christina's motivation for
sharing this business opportunity
with others isnt to get money from
sales of the course (a one-time
flat fee of $185.00, she only
makes enough to cover the cost of
producing course materials): she
wants to continue to develop the
National Network of judgment
recovery specialists.
Anyone interested in a home-
based business who really likes to
do research could benefit from
this training course, according to
Christina. "This business is filling a
true niche. It provides steady,
predictable home-based income
of $5,000 - $8,000 per month on
average. There is no lack of
customers and no foreseeable
decrease at any time in the
future," says Christina.

If youd like information on
starting your own home-based
register for their free guide at
www.recoverycourse.com. You
may also contact Sierra
Judgment Recovery directly by
calling them at (912) 882-8190
or email Customer Support at
Support@recoverycourse.com.
Christina Smiley
Advertisement
Drive down the highway to the next
suburb, town, village, or city, and evaluate
the lenders in that area. Lenders within
a twenty-mile radius can have vastly
different desires for loans. Lenders have
been instructed to make good loans within
certain parameters, and a new business
doesnt meet many of those criteria. You
need a lender that understands your new
business. You must sell the lender on both
your business and yourself.
The SBA
The Small Business Administration (SBA)
specializes in funding programs for start-up
companies. You must apply at an institution
with an Approved Lender designation
from the SBA. Banks favor SBA-guaranteed
loans, because these loans transfer the
majority of the risk and liability from
the bank to the government. SBA loans
almost always offer better terms, lower
interest rates, and conditions than loans
from conventional lending institutions.
In addition to its loan programs, the
SBA offers start-up financing through
the Small Business Investment Company
(SBIC) program, management assistance
through the Small Business Development
Center (SBDC) program, and small business
counseling through the Service Corps of
Retired Executives (SCORE) program.
Internet Loans
Go to your favorite Internet search engine
and type in commercial loans and your
industry type. You can narrow your search
immediately to the banks and other lending
institutions that handle the kind of loan
you want. Each time a lender requests your
credit history, it lowers your credit score
on the bureaus rating scale. A lower score,
in turn, decreases your chances of getting
the loan approved. So apply to only a few
institutions where it seems like youve found
a good match.
Normally, each lending institution will
provide an application on its site. Fill out all
questions on the application, provide a clear
and concise description of your business,
and be specific about the amount of money
you need.
Angel Investors
Angel investors are business-wise
investors who enjoy helping small companies
get started. There are angel investors in
most every community who will share their
knowledge and invest their money with you.
Angels tend to be single investors rather
than companies. They understand start-
up struggles and are willing to be patient
until the company is performing. Angels
generally like to invest $1 million or less
in a small business. They will require stock
ownership in the company and a favorable
rate of return on their investment. As with
all lenders, you will need to document
everything before you receive any money.
Once your company has matured and is
producing profits, slowly buy back the
angels stock. To get information on the
network of angel investors, research
your local library and any local business
magazines. For a nationwide search, look on
the Internet under Angel Investors.
Venture Capitalists
Venture capitalists (VCs) are investors
who fund early-stage companies with a
high-risk, high-return potential. VCs want to
invest in companies that have the potential
of getting very large (and profitable), very
quickly. Venture capital companies generally
want to make investments of over $1
Funding Options
Your best possibilities for private lenders are family members or friends who own
their own small businesses or who work for successful small businesses.
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Venture capitalists contribute a vital
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the potential of your company, the VCs will
want the following before investing in it:
Large stock ownership in the company
Double-digit interest (ten to twenty per-
cent, perhaps as much as twenty-five
percent) on their investment
Active management in the company
Exit strategy for the VCs stock shares
and capital

If the investment made by the VC is large
and critical to the growth of your company,
the VC may ask for controlling interest in
your company. If that is the case with a VC
investment, be sure you have a buyback
clause in your agreement that forces the
VC to sell your company stock back to
you in five years for a specific formula.
You can also ask for the right of first
refusal if the VC wants to sell its stock in
your company. Be sure to have good legal
representation if you enter into any venture
capital agreement.
LENDING TAKES TIME
Dont push a lender; give him time to
understand your business. The more
complicated your needs and the larger the
amount needed, the longer the process will
take. For your own planning purposes,
incorporate this time into your company
timetable.
Jim R. Sapp is Founder and President of
eSapp Consulting LLC and recipient of
both the Entrepreneur of the Year award
and national Blue Chip Enterprise Award.
Mr. Sapp has an extensive background
as a business owner and consultant.
eSapp Consulting LLC has experience
at all levels of business development.
Whether your business needs expansion
analysis or turnaround assistance, eSapp Consulting LLC has
the knowledge and ability to make the leap effective. Each
of its members has an average of 18-years experience in
such diverse industries as business development, technology,
manufacturing, healthcare, and finance. For more information,
contact eSapp Consulting, LLC, 8070 Castleton Road,
Indianapolis, IN 46250, Phone: 317-577-4995 ext 106,
Fax: 317-577-4996. Email: jsapp@esapp.com, www.esapp.com.
Professional lenders
want to know how you
will succeed in the lean
times, and your business
plan must demonstrate
the need for your product
or service and the profits
that can be derived.
53
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One of the Hottest business
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N
owadays, it makes more sense than
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1. FINDING THE PERFECT SPACE
Because different businesses require
different types of spaces, its important to
think about what would best suit yours.
Spare Bedroom. This is most peoples
first choice, because its often only used
when guests visit. You can close the
door for privacy, and it likely has closets
which can be used for storage. On the
other hand, if clients visit your office,
they will have to walk through the rest
of your home in order to reach it.
Your Bedroom. If all of your bedrooms
are in use, or you live in a small home
with not much room, combining your
bedroom and office may be your only
choice. By using a corner desk, and
mounting shelves above it, you can cre-
ate an efficient space in a small area. To
ensure that you dont lose sleep, cover
up or turn off light-emitting and noisy
equipment such as computers and print-
ers.
Shared Space. Sometimes, its not pos-
sible to dedicate an entire space, but you
can still create a work area. Look around
your living room, dining room, kitchen,
and laundry room. Is there a space that
can be partitioned off? Think about using
a portion of the shelves in your living
room, and then adding a small work sur-
face. Maybe the laundry room has a tiny
corner not in use, or the alcove under the
stairs is bare. If positioned correctly, your
clients could be escorted directly to your
office without having to pass through
your homes more private areas. If you
have an active family, you may have to
deal with noise and activity while work-
ing, which could affect your productivity.

2. THINKING ABOUT REMODELING
Sometimes you simply wont be able to
find that perfect spot in your home, or your
business may require a specialized space. In
scenarios like this, you may have to think
about remodeling an area of your home.
Heres what you need to know about the
most commonly remodeled areas.
Basement. The great thing about a
basement remodel is that the major
elements are already in place walls,
ceiling, plumbing, and electricity. Whats
more, its estimated that homeowners
will recoup about 70 percent of their
remodeling costs. A basement office can
provide a separate space for the home
office worker. It can be damp, and dehu-
midifiers, fans, and space heaters will
be necessary. In addition, the space will
need a subfloor installed underneath the
finished flooring. The laundry equip-
ment, along with exposed pipes and wir-
ing, will need to be dealt with. You can
use partitions or build walls to section
them off, or simply make them a part of
a bold, modern dcor by painting every-
thing.
Attic. Remodeling an attic can give you
an office full of character because of the
architectural lines unique to the space.
But there could be some obstacles to
overcome. There must be at least 76
of clearance space from the floor to the
highest part of the ceiling, which may
require that you raise the roof. The
amount of weight that the floor was
designed to hold must be sufficient, and
youll need a professional to determine if
you need to install floor joists. A way of
entry must be installed, such as a circular
staircase. Attic temperatures can reach
140 degrees. Space heaters and window-
unit air conditioners are a must for this
space. Fiberglass installation can also
help stabilize the temperature.
Garage. If youre looking for an office
with an entrance of its own, consider
converting a garage. Because a typical
garage measures 500-600 square feet,
By using a corner desk, and mounting shelves above it, you
can create an efficient space in a small area.
Designing Your
Ideal Home Office
Make Your Space Functional, Aesthetically
Pleasing, And Productive
By Suzanne Kearns
H
O
M
E

O
F
F
I
C
E
For the Tiniest of Spaces
If you truly have no room to spare, youll have to get inventive to create a suitable
workspace.
Buy everything on wheels, such as a portable desk, chair, and cabinet, then roll
them away at the end of each day and store them in a closet, corner, or garage.
Buy a desk that that climbs up a wall. You can store all of your equipment and
fles in an area that takes 24 or less.
A docking station is made of clear bent acrylic. It holds a laptop, extra key-
board, and mouse, and it will ft over many areas to make a workstation, even
a bathtub!
Attach an air desk to your sofa in order to create a temporary workspace. A
clear piece of acrylic holds a laptop, and a metal swing arm moves it in and
out of the way.
54 Home Business
The key is to make your space functional,

aesthetically pleasing, and conducive to productivity.
HBM0911
you can retain enough room to park a car. Youll need to add
heating, air conditioner, and insulation. Its illegal to use the
garage door as an entrance, so you may need to replace it with
a stud wall and create a separate side entrance. Youll want
to cover your floor with carpeting, but before you do, have a
professional check to see whether or not its level. If not, youll
first need to install a wood-framed floor.
Patio/Porch. Many people think of converting a porch or
patio into a sunroom, but its also a great space to put a home
office. Although this is the most expensive of the remodeling
options, if you need a separate space with a private entrance
(and a view!), this might be the perfect solution. Contact your
homeowners association to make sure that its allowable.
3. ADDRESSING THE NOISE
Studies show that the average worker loses two hours a day
because of noise and interruptions. When you work from
home, you have to deal with noises from your family as well.
Here are some ways to address this problem.
Set up your home office far away from household noises.
Silence the alerts on computers and cell phones, and instead,
schedule times to check your messages and emails.
The rings, beeps, and constant humming of your equipment
will reduce your productivity. Silence them by turning off the
sounds.
White noise can block out noise and allow you to more fully
concentrate on your work. You can use a fan, or buy one of
the many white noise machines available.
Reduce sounds coming in from windows and doors by hang-
ing heavy curtains, and replacing the windows with double-
paned glass. Use weather stripping on both the windows and
doors. If you replace a hollow core door with a solid one,
youll also reduce noise.
H
O
M
E

O
F
F
I
C
E
Designing Your Ideal Home Office
Remodeling an attic can give you an office full of character
because of the architectural lines unique to the space.
Studies show that the average

worker loses two hours a day because
of noise and interruptions.
56 Home Business

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Noise also enters from the floor above or below. Install thick-
piled carpet and acoustical ceiling tiles, which put a barrier
between your office and the other floors.
Reduce the noise coming in through walls by blowing insula-
tion into them, adding acoustical paneling, or installing cork
or fabric panels over them.
4. MAKING IT YOURS
Youll be spending a lot of time in your office, and so it should
not only be functional, but aesthetically pleasing. You have to
make the space your own.
Color. Color can affect your productivity, your mood, and
how you interact with your clients. Many people automati-
cally think of black and white when it comes to home offices:
black because it represents power, and white because it makes
people feel peaceful. But too much of either of those colors
causes headaches. The key is to combine soothing colors, such
as blues and greens, with a touch of energy producing colors,
such as reds and oranges.
Style. The dcor you use in your office will also help set the
mood of you and your clients. A sharp sophisticated look will
make you feel in control and let your clients know that you
mean business. A more casual look will help you relax, and set
the mood for a no-stress workday.
Storage. With the latest technology, its possible to have a
paperless office, and either store everything on your hard drive
or in the cloud. But if you must have paper copies, its impor-
tant to keep them organized. Use traditional filing cabinets, or
get creative and stack colorful decorative boxes neatly on top
of one another.

Your home office is where youll spend the better part of
everyday. Its up to you to make sure that its a place you want to
spend time in!
Suzanne Kearns has been a full-time writer for 20 years. She specializes in
writing about small and home-based business issues and writes website copy,
articles of all types, and books both under her name and as a ghostwriter. In
addition, she blogs and ghostblogs for numerous sites. She can be reached at
mypersonalwriter@gmail.com.
A sharp sophisticated look will make you feel in control and let
your clients know that you mean business.
Color can affect your productivity,

your mood, and how you interact with
your clients.
57
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expect a few problems once in a while
on a purchase, but its the quick and
effective way you make it right that
determines their loyalty. And if you
think loyalty doesnt matter, try getting
through a recession without loyal
customers. Make your guarantee big
and bold on all your products and
literature.
23. Establish Contingency Plans -
Many home business owners, especially
new ones, dont bother with doing this
because they think nothing will ever
happen. But you should have a first
plan of action ready if the unexpected
occurs, because it may happen when
you least expect it. Here are a few
things to consider.
Your home floods or burns down.
Your computer crashes and files are lost.
Your supplier goes out of business.
Your delivery vehicle breaks down.
You get sick and cant work for a while.
Theres a family emergency.
You lose your best customer.
24. Will You Have Employees? -
You may not have a firm answer to this
as you start your home business, but its
worth thinking about. If business
suddenly booms and you need help to
fill orders or perform services, where
will you get help? How long will it take
to train employees, and will they
perform up to your standards? Just like
the contingency plans, have an idea of
what you will need to do. If you turn
down business, you may not be able to
get it back later if you need it.
25. Outsource Whenever Possible
- Everyone outsources their accounting,
banking, and shipping service, but what
about other things? The less you do
yourself, the more time you have to
market and grow your business. As you
begin your new home business, look for
tasks that can be done just as well by
someone else, and test the services.
Many outsource companies have
trained employees and equipment that
you just cant afford, especially as a
start-up business.
These are just 25 items on your home
business start-up checklist, and you should
use 2 or 3 more that pertain to your
specific personal situation. It may seem
that there is a lot to do before and during
your start-up, and there is. But when it all
comes together, you become successful in
your home business. Its one of the greatest
feelings youll ever have. If you ever have
doubts along the way, just go back to
number 1 on this checklist.
Barry Thomsen is a speaker,
international author, and entrepreneur
who lives in Colorado Springs and
is originally from Chicago. He has 6
published books on small business;
4 in the USA and 2 others in the UK
and India. He has started, operated,
and survived in about 20 businesses,
several at the same time. He is available as a franchise
coach / advisor and for speaking engagements
around the world. Reach Barry at 877-700-1322 or
idealetter@aol.com.
Find several other businesses that offer the same
quality and service that you do and partner with
them to refer business to each other.
Advice for Young Entrepreneurs
Robert Finfer is a nationally recognized entrepreneur and President & CEO of
Integrity Capital Partners (ICP). He is an active advisory board member and class
instructor at Washington, DCs Kogod School of Business where he offers advice
to entrepreneurs looking to spearhead their own brainchild organizations and make
their marks in America.
1. Find an underserved market and serve it.
Instead of seeking a market for your product or service, its important to
review and research those individuals and groups who are underserved, and
develop something they need.
2. Rely on superior business to client and business to consumer relations.
The power of strong customer relations and client service is paramount in
retaining business and encouraging referrals.
3. Pursue what you love and what you are good at doing.
Identify those abilities that set you apart, and capitalize on them to establish
the cornerstone of your business.
4. Know when to learn from a failure and move on.
You will most likely make mistakes, but it is the rise back to the top that can
help you develop the backbone you will need to survive even when your next
great idea does not.
5. Never turn down an opportunity.
You never know where an opportunity may lead, so be open to suggestions,
criticisms and new connections.
6. Learn by doing.
The best way to perfect a business from the ground up and manage a
successful team is to have personal hands-on experience in all facets of the
company.
7. Master the art of the elevator pitch.
Your frst sentence should grab their attention; your second should offer an
easy explanation.
8. Follow your gut instinct.
Follow what your gut says is right; it most likely will lead you away from future
catastrophic situations.
9. Stay the course.
Maintain a strong focus on your end goal. Be sure your new vision is based
on research and not on an on-the-fy decision.
10. Tighten your purse strings.
When starting a new business, always keep your eye on the bottom line.
Theres no need for over zealous spending on basic office space and supplies.
Integrity Capital Partners (ICP) (www.Integrityp.com) is a life insurance and life
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59
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64 Home Business

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Tired of your 9 to 5 routine?
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285+ HOME-BASED BUSINESSES & OPPORTUNITIES FULL- & PART-TIME!

Checklist For A Home

YOU CAN DO IT, TOO:

Get Your Clipboard Ready

So you have no choice but to

| September/October 2011 www.homebusinessmag.com

eco prod, Forex trading, chocolates and candy,

they want to sell their products.

in the MOST POSSIBLE SALES AND PROFITS

WORK FOR YOU.

So why would you want to market by

match up with yours.

If you want a 100% done for you business that

90+ SERVICE BUSINESS START-UP$ GENERATE MORE CUSTOMERS!

| September/October 2011 www.homebusinessmag.com

Magazine is sold as information only. The

Magazine is sold with the understanding that the publisher is not

| September/October 2011 www.homebusinessmag.com

Although many people

| September/October 2011 www.homebusinessmag.com

You dont want to be constantly worrying where the

September/October 2011 | Home Business

| September/October 2011 www.homebusinessmag.com

The secret to success is

September/October 2011 | Home Business

Do you have the necessary background, expertise,

| September/October 2011 www.homebusinessmag.com

Companies of all sizes use

| September/October 2011 www.homebusinessmag.com

Small restaurants and

September/October 2011 | Home Business

| September/October 2011 www.homebusinessmag.com

With the green

September/October 2011 | Home Business

It doesnt matter if you have the greatest product in the

| September/October 2011 www.homebusinessmag.com

| September/October 2011 www.homebusinessmag.com

When youre selling

you want your

You have to be very clear and extremely creative in your

| September/October 2011 www.homebusinessmag.com

Be sure you find

| September/October 2011 www.homebusinessmag.com

| September/October 2011 www.homebusinessmag.com

The key to successful social media marketing

| September/October 2011 www.homebusinessmag.com

Dont start your new business without a working

Start-ups are not

| September/October 2011 www.homebusinessmag.com

Youve got the product, but what

Start a New Business?

| September/October 2011 www.homebusinessmag.com

Sent Promptly to You by Labels, Disk or Email

20711 Holt Ave, PMB 807, Lakeville, MN 55044

You wouldnt hire a college

September/October 2011 | Home Business

And thats not just some

There is one other factor youll need to check off

| September/October 2011 www.homebusinessmag.com

| September/October 2011 www.homebusinessmag.com

Your employees arent

| September/October 2011 www.homebusinessmag.com

No matter how large

| September/October 2011 www.homebusinessmag.com