GETTING INTO DIRECT SALES - Pg. 42 THRIVING IN E-COMMERCE - Pg.

48

Home-Based Business & Opportunity Magazine OCTOBER 2009

SNEAK
SN
Special Business Start-Up Guide

SStart-up
Around Your Day Job!
Start a Home-Based Business that
Your Boss Will Never Know About. — Pg. 16

BONUS:
Consultant Start-Up Guide.
Start a Consulting Business Using Your
Professional Skills and Talents – Pg. 22
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HOME BUSINESS
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The Home-Based Entrepreneur’s Magazine

Magazine

Sneak a Start-Up:
September/October 2009
16
ContentsFEATURES
In response to the
turbulent economy, and 16 Sneak a Start-Up Around Your Day
Job!
to gain more control Start a home-based business that your boss will never
of their lives and bring know about.
in extra income, many
Get Started as a Consultant.
persons are starting
part-time businesses
22 Start a service business using your professional skills and
talents.
while being employed at
regular jobs. Stay Positive and Goal-Oriented in a
26 Bad Economy.
Interview with motivational

Courtesy of Scott Chesney

speaker and business coach 26
Scott Chesney.

Can You Consult? 22

If you’ve lost your job, Fearless “Recessionary”
consulting will help you stay Attitude: According to Scott
current in your field, provide Chesney, “I think of it (FEAR) as
you with useful contacts, and an acronym, Fictionalized Evidence
fill the hole in your resume if Appearing Real. I’m physically
you decide to seek another paralyzed, but emotional and mental
salaried position. paralysis are far greater.”

BUSINESSES & OPPORTUNITIES

42 Getting into Direct
Sales.
50 Seven Ways to
Recession-Proof
Success tips in a little Your Online
known but huge home- Content.
based market. With the economic
downturn, use cost-

32
48 Thriving In
E-Commerce.
effective solutions
to generate new
Five ways to generate customers.
Low-Cost Advertising: No matter what your product, market, or more business through
approach, the more people you reach, the more likely you’ll be to get results. Home Business
your web site with SEO 78 Directory Listings
and PPC.
MARKETING & SALES
Network
32 Low Cost Advertising Plan. Direct Sales 78 Marketing
Get your new business “out there” and known at Opportunities: A Contact Listings
minimal advertising cost. balanced direct sales
business will take
advantage of every 79-81 Classified Ads
32 Set Up a Budget for Low Cost Advertising.
form of advertising and
Consider what you can realistically afford to spend
marketing available to it.
without putting other obligations at risk.

Stellar Selling: Turn Your “No” Client Into A

42
36 “Yes” Client!
Discover 5 trigger tips to closing bigger deals in less time.

38 Planning an Event to Promote Your

Business?
These 8 ideas for alternative event venues will save you
money and wow your attendees.

8 Home Business ®
| September/October 2009 homebusinessmag.com
 Contents continued

HOME OFFICE
60 Recession Survival: Get a New
60 Business Technically Plugged-In.
Software and technology tools make a new start-up
a breeze.

60 Inexpensive Home Office Networks.

So you have a couple of PCs and printers and you
want a home network?

64 Cover Your Legal Bases.

Even if just a part-time business, it makes sense to
use a legal “professional.”

Home Office Productivity: With minimal time and expense, you can set up 66 Counter-Intuitive Time Management.
a home office operation with enough power and capacity to work the business Innovative techniques tame a never-ending start-up
part-time in the evenings while you get started. to-do list.

NEWS AND REVIEWS

Financial Smarts: If
you know how much
money your business is
making and where the
money is going, your can
estimate future profits.
52
12 Letter from Publisher
14 Letters to the Editor
28 Newsstand. The wide open and highly diverse
work-at-home sector — Key statistics on people who
work at home… Home users live dangerously with
computer back-up practices… How do your credit
needs compare with other home business owners?

MONEY CORNER
29 Notice to readers

Setting Up Simple Financial Management. 70 Product Reviews

52 Don’t launch your start-up until you have the finances under Work-At-Home
control.
28 Statistics: On
average, self-
52 Managing the Bad News. employed persons
What your financial management indicates you’re running with home-based
out of cash? businesses worked
25 hours per week
Raising Quick Financing in the Current Economy. at home.
56 Small businesses and contractors have sources to raise
financing to launch a part-time start-up.

41 WORK-FROM-HOME SUCCESS STORIES

30 One Week Away From Welfare.

68 NYS Corrections Officer also
Works from Home.
Man risks money and starts a home-based
cleaning business. Maintaining great customer service
keeps him recession-proof.
31 Helping One Family at a Time.

Dayna Steele is a writer, media

Entrepreneur shares his story of 69 Tired of Playing the
Corporate Game.
persistence to motivate people to not
consultant, social media trainer, speaker,
give up. Happy home business owner never
and author of Rock to the Top: What I
Learned about Success from the World’s wants to return to her old corporate life.
Greatest Rock Stars. 40 Blind Painter’s A-Ha Moment
Spawns Art Agency.
31 Exclusively licensing works by handicapped
artists.

41 From Radio Airwaves to Home-

Based Entrepreneur.
Previous storefront experiences teach 68
ex-deejay that working from home is best.
Tony O’geen’s Canvas and Leather not
Brian S. Arrington counsels families on only repairs sports equipment but produces
how to turn their lives around and get quality custom sports bags.
out of debt.

September/October 2009 | Home Business ®

9
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AAJudgment
JudgmentRecovery
Recovery Business
Business isis Hot
and Demand.Here’s
andininDemand. Here’show
how to
to start
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Another
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home-study basis basis and and itit teaches
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 HOME BUSINESS
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LETTER FROM PUBLISHER

Magazine
Around Your Day Job!

E
ach year we devote one issue
to starting up a business — an
Volume 16 Issue 5, September/October 2009 abbreviated home-based start-up
www.homebusinessmag.com guide. This year’s issue has a new twist
to the theme: Sneak a Start-Up.
The Home Business Team ®
As the economy tumbles further into
Publisher Richard Henderson recession, and eventually into a depression,
United Marketing &
Research Company, Inc.
starting up a new home-based business
Editor-in-Chief Stacy Ann Henderson presents more challenges. Jeopardizing a
Managing Editor Sandy Larson “day job” is something one cannot risk.
Home Office Editor Gregory Grabowski, PE But with average workplace earnings in
Feature Interviewer Deborah J. Sergeant decline, there has never been a greater
Feature Writer Priscilla Y. Huff demand to bolster one’s income with a part-time home business. Finally, if
Graphic Services Tory Hobson, Slice, Inc.
Production Manager Jon Auld
you aspire to operate your business full-time, it will require a more stable
Art Direction Richard Rabil foundation before you exit the day job, than it would if economic times were
Advertising Sales Shannon Needham better.
Just about anyone can find
Administrative Assistant Valerie Easton
Distribution Manager Richard Trummer, Curtis
Customer Service Monique Alponte
For many of us, this all
adds up to a need to sneak a
start-up business around other
“ time to operate a business
Call 1-800-734-7042, 9 am to 5 pm PST. during the work day.
email: customerservice@homebusinessmag.com
Circulation Manager Mark Janusz
full-time, outside employment.
With some forethought, ”
Subscriptions National Subscription Fulfillment planning, time management, and yes, stealthiness, almost anyone can operate
Call (714) 693-1866 a part-time home business around their day job. And nothing we talk about
www.homebusinessmag.com in the cover story is unethical or not legal. It simply pushes up against
Click on “Subscribe” to Order or make an
workplace boundaries. It’s all about using your time more productively, to
Address Change
Subscription Manager Steve Schley look for ways to leverage yourself during the office work day.
Print Manager Tina Valdez, R.R. Donnelley Those who already operate a home-based business can also learn
Reprints For high-quality article reprints, any quantity, from this issue’s cover story. In tough times, you must diversify. Running
email Betsy White, The Reprint Outsource, a part-time business already takes up most of your free time. But if you
bwhite@reprintoutsource.com too leverage your time during the work day, you can find a little extra for
Mailing Lists www.homebusinessmag.com
(Click on “Mailing Lists” to order.)
business diversification.
Mailing List Manager Danny Grubert (914) 925-2400 The driving force behind this issue’s “Sneak a Start-Up” is the tragic
Website Development David Blankenship, Infoswell Media economic climate today. A home-based business is a great financial hedge in
Internet Manager TonyQ – Webmaster uncertain times. My perspective continues to evolve on what I see happening
1-866-HostMe1 (467-8631) in the economy, issue to magazine issue. Things were bad last year, and the
trends are only getting worse.
Editorial
Christopher Bachler, Nora Caley, Through reckless tax cuts, reckless government spending, and reckless
Deborah Jeanne Sergeant, and many others. neoconservative policies, the Bush Administration wrecked our economy. His
Distribution
housewarming gift to President Obama was a $1.25 trillion annual deficit.
Curtis Circulation Company Unfortunately, the Obama Administration has brought little fiscal discipline
730 River Road New Milford, NJ 07646 to the mess he inherited. In fact, his policies will increase the fiscal year 2009
Tel: (201) 634-7400 Fax: (201) 634-7499
deficit to a staggering $1.8 trillion.
Print Advertising I cannot SPEAK LOUD ENOUGH to you — my readers — that these
Home-Based Business Display Advertising: fiscal deficit numbers are unsustainable. The total national debt exceeds
Shannon Needham: (949) 218-8729
Advertising Main Office: (800) 734-7042; fax (714) 388-3883 $12 trillion. Interest payments will soon approach $1 trillion per year. These
Email: advertise@homebusinessmag.com are facts (visit the CBO web site). An economic collapse is becoming an
For Classified Ads see pages 79-81; For Directory Listings see page 78.
unavoidable alternative.
For complete Advertising Information, visit the These are times that call for bold and unpopular steps to take control
“Advertise” section of www.homebusinessmag.com. of the economic wreckage through stricter government regulation of
(Click on “Print Magazine Advertising”)
dysfunctional economic sectors, targeted tax increases, targeted stimulus, and
Online Advertising massive spending cuts across the board. Policies that are, for the most part,
Advertise on the Internet at
Home Business Magazine® Online: unpopular. Few political leaders have the courage to advocate them. Rather,
Visit the “Advertise” section of www.homebusinessmag.com. most retreat into partisan corners, and offer little more than sound bites to
(Click on “Banner Ads”)
E-mail: advertise@homebusinessmag.com
appease their dumbed-down electorates.
I realize I hit these points consistently in my Publisher Letter. But what
Home Business® Magazine has changed over these last few months is that the massive annual deficit is
Home Business Magazine (ISSN 1092-4779)
is published bi-monthly by becoming structurally “locked in.” As we say in the military, we’re losing our
United Marketing and Research Company, Inc., “ability to maneuver.”
20664 Jutland Place, Lakeville, MN 55044. So my advice to you is another military saying — “GET READY!” Get
One Year Subscription Rates: Domestic $19.
Canadian $39. Foreign $59. For Subscriptions: 714-693-1866, M–F your financial house in order. One positive step is to start up a part-time
Periodicals Postage Paid at Lakeville, Minnesota, home-based business. If needed, sneak it around your “day job.”
and at additional mailing offices.
POSTMASTER: Send address changes to Home Business® Magazine,
20664 Jutland Place, Lakeville, MN 55044.
Printed in the United States
Publisher, Home Business® Magazine
P.S. Please read my advice blog at www.homebusinessmag.com/blogs

12 Home Business ®
| September/October 2009 homebusinessmag.com
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DEAR HOME BUSINESS
It’s Not Just About Profitability and
Survival: Leaders Need to Lead
Political and economic influences have
great implications for today’s leaders as
they maneuver their way through ever-
expanding mine fields. This unsteady cli-
mate is forcing smart leaders to re-think
their operating plans.
This is a time for action not reaction; a
time for decisive leaders to guide their com-
panies to safety, while also preparing for
the future. Unfortunately, many leaders are
focused on short-term business survival. This
is great for the current economy, but once
the market picks up, it is crucial leaders be
prepared to tackle a long-term perspective.
Pat Heydlauff, President of Energy Design
Author of “Feng Shui: So easy a child can
do it”
From the Editor: Home-based entre-
preneurs, even thought they tend to run
smaller businesses, still need to lead. People
who do not work directly for you, but who
support your business, will respond to your
positive leadership. They may be looking
for leadership, and don’t even know it. Fill
the void.
Align Sales with Marketing to
Maximize ROI
The goal of marketing is to match people
with products, to acquire customers, and to
keep them. The goal of sales is to persuade
someone to buy today. Marketing activities
are one-way conversations with prospects
and customers. Selling makes use of two-
14 Home Business ®
| September/October 2009
NOW Is the Time for New Consumer Product Invention
and Entrepreneurialism
Despite all the doom and gloom news about the economy and the struggles com-
panies are facing these days, what most people don’t realize is that NOW is actually
a great time for new consumer product invention and entrepreneurialism — an
opportune time for people to take their ideas for new products, make them into
a reality, and get them onto store shelves at major retailers. These days, prices of
invention services are lower because service providers are looking for new contracts
and are willing to cut rates. Ingenuity from inventors and new start-ups can be the
building blocks to a stronger economy.
Jim DeBetta, veteran of the product development/invention industry
www.TheAcademyForEntrepreneurs.com - www.jimDeBetta.com
From the Editor: When the economy goes into a recession — or worse — instabil-
ity and turnover rises. As companies go out of business and consumer demands shift,
opportunities open for new types of products and ways to deliver services.
way conversations, adjusting messages in the a significant threat.
moment so customers are persuaded to buy. Ron Price, founder and CEO of Price
Your readers must get these two areas of Associates
their company to deliver the right message Author of “Finding Hidden Treasures”
to the right audience at the right time, and
From the Editor: In these tough economic
increase sales.
times, it is important to take a fundamental
Linda Bishop, sales trainer, author of
look at your business and its customers —
“Selling in Tough Times,” and President of
both actual and potential. This look must be
Thought Transformation
founded on your strategy. Review it now.
The Four P’s of Strategy Creation
A Sad Farewell to Phil Longenecker
When creating a strategic plan, it is rarely
Phil Longenecker, the CEO of Cutting
wise to move forward with just one course
Edge Media (publisher of Home Business
of action, no matter how well thought out.
Connection Magazine) died in a car accident
Strategic planning should encourage rigor-
in July 2009. All of us at Home Business
ous debate developing several alternatives.
Magazine wish Phil’s friends, family and
Too often, businesspeople move too quickly
employees our sympathies and prayers.
to consensus. This can prove a big mistake
Although I never got to meet Phil personally,
when marketplace circumstances shift.
I spoke with him many times on the phone,
“Four P’s,” can help companies create this
and I have known him since the start of
advantage: Perceptions - Performance -
Home Business Magazine. Both of our pub-
Purpose - Process.
lications worked together amicably through-
While your readers’ strategy may have out the years. Phil was a good, decent, hon-
been great at the time they created it, fac- est person. He was a leader in our industry.
tors outside of their control can change Phil Longenecker will be missed.
the dynamics of their businesses. Without
With Our Deepest Sympathies,
alternatives developed in the strategic plan-
Richard Henderson
ning process, they cannot respond quickly
Publisher, Home Business Magazine
enough to leverage an opportunity or avoid
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.
homebusinessmag.com
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 Sneak a
Start-Up Around
Your Day Job!
Start a Home-Based Business that Your Boss
Will Never Know About
By Priscilla Y. Huff
F E AT U R E

W
hile economists predict the pres- riences in the industry of the
ent worldwide recession may soon business idea that interests
start to ease, they generally agree you increases the chance
that it will take time to get the economy of your business’ success.
rolling again; and that once it does some Home-ventures are also
aspects of our work-lives may never be the either performed on-site
In response to the turbulent economy, and to gain more control of
same again. Job security, career preferences, (your home’s office, garage,
their lives and bring in extra income, many persons are starting
numbers of hours worked daily, availabil- basement, or other area); in part-time businesses while being employed at regular jobs.
ity of financial resources, retirement plans, clients’ homes (like cleaning
global industry trends, and other employ- or professional organizing); or with a com- Automate Your Business Plan (www.busi-
ment factors will continue to change and be bination of these. ness-plan.com/) or Business Plan Pro (www.
uncertain. Make a list of business ideas that interest bplans.com - also has 60 sample plans) are
In response to the turbulent economy, and you, and research information and talk to also helpful resources.
to gain more control of their lives and bring others in related industries to see if a future
in extra income, many persons are starting market potential exists for your proposed Marketing Strategy – Your market plan
part-time businesses while being employed venture(s). Are there enough potential cus- and its strategies are part of your business’s
at regular jobs. Utilizing the best mix of tomers ready to hire or purchase from you plan. It lists the ways you will find the best
organization and time management meth- to justify your starting a particular enter- potential customers and advertise to them.
ods, technology, and business know-how, prise? Often businesses that solve problems When you have decided what products
you, too, can start and operate your own or that save or make people money tend to and/or services your business will produce,
successful home business while working at have the best success rates. The good news then ask yourself: (1) Who will want these
your day job; and without going beyond is that no matter where or what your busi- and why? (2) How much are they will-
business ethics or jeopardizing your cur- ness is there are common operational tasks ing to spend for them? You can determine
rent job’s performance. Here are some basic that you can fit in between your day job’s this through test-marketing, giving people
guidelines and management tips to get your work as will be pointed out throughout sample products or free trials for services;
business launched today: this article. and then evaluating their feedback. Find free
Visit libraries for home business idea marketing worksheets at http://marketing.
START-UP BASICS books, attend business expos and search about.com/od/marketingworksheets (SEE
Before you start looking for potential the Internet for small business forums, and ALSO in the Marketing and Sales Section
customers/clients, you have to lay the foun- business idea web sites for ideas. Visit www. the article, “Low Cost Advertising Plan.”)
dation for its operations. Some or all of the FTC.gov for questions to ask before invest-
following start-up steps can be researched ing in any home business opportunity. Financing Matters - Most services
during work breaks, lunchtimes, and other businesses and online businesses are easier
slow periods during your workday. Plan for Success - Write a basic busi- and less expensive to start than product-
ness plan. It will help you set goals and be based ventures. Internet businesses are
What Business? - Most businesses your business’s blueprint and operations’ often the simplest because all you need
ideas are either product- or service-based. guide. Revise it as your business evolves. is your idea, a laptop, and a broadband
If you are recognized as an expert in your Visit www.SCORE.org, the site of the Senior connection to reach your customers. With
field, becoming a professional consultant is Corps of Retired Executives, that offers a side business, you have less pressure
another entrepreneurial option you might online business plan guides; or to find a to make an immediate profit, giving you
consider. (SEE ALSO the article in this issue, local office and make an appointment with time to perfect your business offerings and
“Consultant Start-Up Guide.”) volunteers who can give you assistance in operations; stay out of debt by reinvesting
Having work, volunteer, or hobby expe- writing plans. Books and software such as profits; and finding a sufficient number
of customers willing to pay the prices to
make your business gainful.
…no matter where or what your business is there are
“
common operational tasks that you can fit in between your
Growing a solid customer base will also
increase your chances of obtaining future
loans for growth and expansion. Frugality
day job’s work.”
” is popular now, so paying down personal

16 Home Business ®
| September/October 2009 homebusinessmag.com
debts will free up more money for living
and business expenses, enabling you to take
your business full-time sooner if you choose.
Open a business account to keep personal
and business accounts separate.
(SEE ALSO the SIDEBAR in this arti-
cle for links to government loans; and
the Money Corner article, “Raising Quick
$ CASH IN
on buttons
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Create magnets, badges, key fobs or jar lids.
Your Business’s Name & Structure – Sell them at flea markets, community
Your business’s name can be simply part of your events or anywhere people gather.
own identity, like “Smith’s Wedding Cakes,” or It’s so easy with our Starter Kit. For just
you can register a fictitious one such as “West- $75.90 $29.95, receive everything you need to
End Specialty Cheesecakes.” Wait until you make your first ten 2 1/4" buttons.
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In determining your business’s legal struc- Name/Title

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Other business forms include partnerships,

corporations, or limited liability companies
(LLC). Which form you choose depends on
your business’s liability potential, whether
you hire employees; your business’s goals
for growth; tax issues, and other organiza-
tional aspects.
(SEE ALSO the SIDEBAR in this article
for tax ID information resources.)

Additional Legalities & Ethics – In

addition to registering your business and
its name, check about the legality of using
your home for business; and if there are
additional licenses or regulations required
to operate. Get referrals from other business
owners for lawyers specializing in small/
home business issues with whom you can
consult whenever you have legal questions.
Have them review any confidentiality or
employment agreements, or non-compete
contracts/clauses you signed, especially if
your business will be in the same industry
as your job.
By law you cannot solicit any of your
employer’s clients until the end of the time
stipulated in the contract. Usually you can use
your skills and general knowledge in your new
business, but not the company’s (for whom
you worked) trade secrets such as designs,
formulas, or any other protected information.
While working as an employee, be sure you
do not do anything that is illegal or against
Continued on page 19

September/October 2009 | Home Business ®

17
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Sneak a Start-Up Around Your
Day Job!
Continued from page 17
company polices or you may be sued, fired, or
censored by others in your network.
Be discreet about your business idea and
start-up until you are ready to approach your
boss to discuss your venture in a professional
manner. Depending on the circumstances,
your boss may even end up being a client and
refer others to you. If your boss asks, do not
deny having your business. Your employer’s
biggest concerns most likely will be that
you are not accomplishing your job’s tasks
because of your business’s operations; and/or
that you may compete for the same clients.
The main challenge of starting and run- Use lunch periods for client meetings,
ning a business on the side is how to main- business appointments and longer phone
tain your same job performance standards calls; and commuting time for computer work
in an ethical manner while becoming a or phone calls.
successful entrepreneur. For example, you
should not use your company’s office sup- time-wasters and being better-organized,
plies for your business. Instead, purchase many entrepreneurs not only find free time
your own paper if you use the employer’s during work to spend on their businesses,
copier machine, and all other supplies/ but actually accomplish more for their day
equipment from the start, to be used solely jobs and juggle both successfully.
for your business’s use.
Home Office Set-Up – Back at your
(NOTE: The SBA site, “The Small Business home, locate your office in an exclusive area
Planner,” www.sba.gov/smallbusinessplan- to keep your work and files separate from
ner/index.html, has more information on all personal items and to eliminate interruptions.
these basic start-up, management, and other Be thrifty and furnish it with good, used office
aspects of owning a business.) furniture leased or purchased on sale, through
ads or thrift shops. Spend more on the mobile
technology and software that will enable your
“Having work, volunteer, or hobby
new business to be ready to work anywhere,
experiences in the industry of including at your day job. If you plan to have
the business idea that interests in-office client visits, you can upgrade your
you increases the chance of your home office appearance later.
business’ success.
” Technology Is The Key – To work suc-
cessfully on your business at work, you need
SETTING UP & MANAGING YOUR BUSINESS’S to create the time and use the best mobile
OPERATIONS technology you can afford to use during
Analyze any typical day at your job, and your job. Know, too, that a majority of your
you will find at least an hour or two you can business tasks will involve communicating
utilize to run your business instead of chat- with prospective customers, vendors, and
ting with co-workers, making personal calls, other people related to your business. The
or engaging in other non-work activities. In less you use any of your job’s office equip-
maximizing technology devices, avoiding Continued on page 20
Start-Up Success Tips
• Bootstrap your start-up. The less in debt you are, the longer time you have to perfect
your business operations and become profitable.
• Start out slowly, and set realistic, specific, and attainable goals.
• Partner and collaborate with someone whose skills balance yours.
• Set a pricing rate that reflects your value and produces profits for continued growth.
• Network everywhere for clients and customers.
• Look for a niche. The more specific a market, the more likely your part-time busi-
ness will take off!
September/October 2009 | Home Business ®
19
 Sneak a Start-Up Around Your
Day Job!
Continued from page 19

ment, the less likely you will get in trouble,

so here are some tech (and non-tech) essen-
tials you will want to consider buying for
your business:
*Home Office Tech - Invest in one
of the newer lightweight laptop comput-
ers with built-in wireless capability and
a business software bundle; a high-speed
broadband Internet connection; plus a fax
and copy machine. Get a rugged case to take
F E AT U R E

your laptop and other business parapherna-

lia so you can “grab” and work on the go.
*Cellular Phones-Smartphones –
Personal Digital Assistants (PDAs) of the
nineties are being replaced by “smart” cell
phones (convergent devices combining
PDA and cell phone functions) like RIM’s
Blackberry, Apple’s iphone, Palm’s new
Pre, and others. These electronic devic-
es are cameras, digital voice recorders,
and mobile/text-messaging phones; plus
enable you to store data and notes, access
Discuss your business plans with your family for their feedback and even help or support.
your e-mail, browse the Web, fax via the
Internet, and depending on their capa- business number, you can hire a “follow-on their larger screens, as a data backup, their
bilities, can run any number of apps (soft- service” to your cell/smart phone so you can affordability, and their independence from
ware applications). These personal display save time checking voice mail or chasing any carrier.
devices are a must for staying connected to lost calls. *Paper Day Planner – Not electronic,
people for your business. *Using a Personal Data Assistant but many business owners and individuals
If you have a ground line for your home (PDA) – Many people still prefer PDAs for still like having access to their written (on

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20 Home Business ®
| September/October 2009 homebusinessmag.com
 Most services
“
businesses and online
businesses are easier
and less expensive
to start than product-
based ventures.
”
paper) schedules and information at their
fingertips and using pen or pencils to jot
down notes.
Research each tech or non-tech device to
see which ones best fit your schedule, your
business and your wallet.
(SEE ALSO the article in this issue, “Get a
New Business Technically PLUGGED-IN.”)
Web Work – Most of your potential
customers and business associates are con-
nected to the Internet or have access to it, so
bringing your laptop and/or any electronic
device with Web access to work will enable
you to communicate and do business with
them online.
*E-Mail – Set-up a universal free e-mail(s)
account for your business. It is the one of the
best ways to communicate with your custom-
ers and associates from anywhere in the world
and is easy to check whenever you have a
free moment during your workday. Use your
computer, not the one you use at work to keep
your e-mail communications private.
*Social Networks – Post brief business
updates on Twitter, Facebook, LinkedIn, and
other networking sites, to market and to fos-
ter customer relations. Stick to business top-
ics and be professional. Irresponsible com-
ments or photos posted (anywhere) online
could harm your business reputation and
cause you to lose customers or your day job.
*Web Site – A Web presence is more
than just a “silent” billboard. Make yours an
interactive venue, highlighting your business’s
offerings, keeping in contact with your cus-
tomers or other business owners for support
and possible collaboration on projects, and
taking online orders. Purchase a domain busi-
ness name (URL) and start with free-hosting
companies that allow you to design your
own site like Microsoft Office Live Small
Business or use search engines to find others.
Keep your site simple and easy to navigate,
and update often to keep visitors coming
back. Use online payment centers for your
first orders. As sales increase, you can hire
a Web designer for a customized site and to
help you add a secure shopping cart program
for credit card orders. (Visit the Ecommerce
channel at www.homebusinessmag.com for
more information).
September/October 2009 | Home Business
Finding & Maximizing Business Time –
Here are some suggestions on how to find
and maximize time in your workday.
*Discovering Time: Log your day job’s
activities for a week to locate small and
larger blocks of time you can devote to your
business. Examine break and lunch periods
and consider coming in an hour earlier or
staying later. Set up a pre-determined sched-
ule to block in business work time, work
tasks, and time for personal/family time, but
be flexible.
*Productivity Tactics: Use short
breaks for getting caught up on e-mails
and brief calls. Use lunch periods for cli-
ent meetings, business appointments, and
longer phone calls; and commuting time for
computer work or phone calls.** Ask busi-
ness associations or other small business
owners about the availability of business
conference rooms for lunchtime or after-
work meetings. Save complex tasks to com-
plete in your home office in the evenings or
on days off.
**Be considerate of others when using
your cell phone on public transportation;
and obey laws concerning cell phone use
while driving.
Continued on page 74
®
21
 Getting Started
as a Consultant
Start a Service Business Using Your
Professional Skills and Talents
F E AT U R E
A
re you cut out to be a consultant?
Consulting to businesses and organi-
zations can result in higher earnings
than working as an employee, provide you
with needed income if you are laid off, and
allow you to work from home. But success
as a consultant isn’t guaranteed. In this step-
by-step guide, you’ll learn how consultants
work, the essential elements of starting a
consulting practice, and how to land your
first clients.
THE INS AND OUTS OF CONSULTING
Consultants provide their clients with
analysis and advice, expert guidance, or
an extra pair of hands to fill staffing gaps.
Corporations, small businesses, nonprofits,
and government agencies hire consultants
by the hour, the day, or the project to help
them solve problems, complete essential
projects, or handle day-to-day responsibili-
ties when a position is vacant.
During an economic downturn, layoffs
and downsizing can create new opportuni-
ties for consultants. Companies who lay
off full-time workers frequently hire con-
sultants on a short-term or project basis to
complete urgent tasks or provide missing
expertise. If you’ve been laid off yourself,
or fear you will be, working as a consultant
can allow you to earn a good income in a
time when salaried jobs are scarce.
Working as a consultant has many poten-
tial benefits. You may be able to earn more
per hour than you could as an employee,
with more independence, increased flex-
ibility, and less office politics. You can often
work mostly from home and have more
time with your family. If you’ve lost your
job, consulting will help you stay current in
your field, provide you with useful contacts,
and fill the hole in your resume if you decide
to seek another salaried position.
During an economic downturn, layoffs and
“
downsizing can create new opportunities for
consultants.
” the web will build your credibility with pro-
22 Home Business ®
| September/October 2009
By C.J. Hayden
But not everyone has
what it takes to be a con-
sultant. You’ll need to be
a self-starter, able to work
without a boss looking over
your shoulder, and manage
your time efficiently. You’ll
have to learn and employ
sales and marketing skills
in order to land consulting Consultants provide their clients with analysis and advice,
clients. And you need to expert guidance, or an extra pair of hands to fill staffing gaps.
present yourself as a skilled
professional with a defined specialty, as Defining a market niche enables you to
opposed to just someone who needs a job. target the kind of clients who most interest
you, and allows you to position yourself
STEP 1: DEFINING YOUR CONSULTING NICHE as an attractive solution to their needs.
The first step to launching your consult- Without a niche, marketing yourself as a
ing business should be to make an honest consultant can be quite a challenge. You
assessment of your professional skills and will find yourself pulled in too many dif-
experience. What kind of consulting assign- ferent directions, pursuing unrelated leads
ments does your background qualify you and opportunities. And when you speak to
for? In what industries do you have the prospective clients, it will be much harder
most experience? What type of work do you to convince them you are the right person
both enjoy and perform well at? If you’re for their jobs.
going to be an expert-for-hire, you have to
know your stuff. STEP 2: MARKETING YOUR CONSULTING
New consultants often make the mistake PRACTICE
of approaching prospective clients as gen- Once you have chosen a consulting niche,
eralists who can work in many different begin by creating some marketing collateral.
capacities. But clients prefer to hire people You’ll need business cards and a marketing
who specialize in providing the specific type kit, and you may want to consider creating
of help they are looking for. a web site.
The most successful consultants have a A typical consultant’s marketing kit
clearly defined market niche which includes includes a professional bio or resume, a
both a professional specialty and a tar- description of your services or capabilities,
get market. Your professional specialty is examples of the benefits or results you
the specific area of expertise you plan to provide to your clients, and testimonials
offer your clients — technical writing, for or endorsements from people familiar with
example. Your target market is the industry your work. You might also include an article
or field you plan to concentrate on — for you have written, a fact sheet about your
example, health care. Your market niche is specialty, or a case study of a successful
the combination of the two — in this exam- project.
ple, technical writing in the health care field. If you are planning to enter the consulting
field permanently, you’ll definitely want to
create a web site. But even if you believe you
will only be consulting for a short while,
you may wish to build a simple site. Having
a description of your expertise available on
Continued on page 24
homebusinessmag.com
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 Getting Started as a Consultant
Continued from page 22

spective clients and make you appear more professional.

TIRED OF DEAD END Consultants typically find most of their clients through three
different marketing approaches: 1) contacting prospective clients

OPPORTUNITIES? directly by phone, mail, and email; 2) networking in their field

or industry; and 3) speaking and writing to establish themselves
as experts.
Stop Messing Around, When you’re first getting started, the most productive market-
ing tactic is usually to network with people you already know.
This kind of “warm” marketing will often produce results more
Get Rich Here! quickly than “cold” approaches to organizations where you are
unknown.
F E AT U R E

Reach out to former co-workers, members of your professional

association, alumni of your school, and anyone you know in your
chosen industry or field. Unless you have a contractual agreement
with your former employer not to compete, clients you formerly
served as an employee are also fair game. Let your contacts know
what your consulting niche is, the type of work you’re seeking,
and who would be a good client for you.
Your contacts don’t necessarily need to work for an organiza-
tion that might hire you. You should also build a network of
potential referral sources — people who can refer you to possible
clients. To expand this network, participate in the local chapter of
your professional association or one or more business networking
groups. The more people in your field you can get to know, the
more referrals you’re likely to receive.
www.MadMoneySystem.com
Generating CA$H Shouldn’t Be This Easy! “ When one of your contacts
or referrals shows interest in
hiring you, you’ll still need to
close the deal.”
Mailing Lists! STEP 3: TURNING PROSPECTS INTO CLIENTS
When one of your contacts or referrals shows interest in hiring
you, you’ll still need to close the deal. Ask to set up a meeting
Home-Based Business with the organization’s decision-makers to find out more about
Opportunity Seekers
PRIME SOURCE LEADS!
From the Publisher of
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24 Home Business ®
| September/October 2009 homebusinessmag.com
 The first step to launching your
“
consulting business should be to
make an honest assessment of your
professional skills and experience.
”
their needs, and tell them how you can help. Focus on describing
exactly how you can solve their problems or help them achieve
their goals, rather than simply presenting your capabilities. This
will allow you to demonstrate your consultative skills and encour-
age them to think of you as an effective problem solver.
Before ending the meeting, ask for a commitment to some sort
of next step. If they’re not ready to hire you on the spot, what will
help move the process forward? Do they want to see a proposal?
Would they like to speak to some references? Can you follow up
in a week?
Be prepared to follow up with your prospects multiple times,
and don’t get discouraged if time goes by and you don’t hear from
them. It sometimes takes weeks or even months to close a deal,
but you’ll speed up the process and improve your chances of get-
ting hired if you’re persistent.
The final stage of landing a contract often centers around nego-
tiating your fee. If your prospect balks at the hourly or daily rate
you request, consider offering them a package price or reduced
scope of work to lower the overall cost, or cap it at a certain
amount. The client’s bottom-line concern is usually the total
budget for the project, rather than what you are earning per hour.

STEP 4: FINALIZING A CONSULTING AGREEMENT

Once your client agrees to hire you, it’s a good business practice
to have a written agreement. With a short-term contract for a
relatively small amount of money, your agreement might simply
be a letter confirming what you have agreed to. With a longer
contract or larger sum, your agreement should be more formal
and spell out more details.
A simple letter of agreement should include a statement of the
work you will perform, the due date if you will be delivering a
specific result, the hourly rate or project fee you will be paid, and
on what schedule payment from the client is expected.
A more formal contract should include all of the above, plus a
termination date, payment terms for travel time or expenses, and
conditions under which your fee might increase or the contract
might terminate early. It might also include statements about
confidentiality, ownership of the work produced, warranty for
the quality of the work, and liability for any damages. A contract
like this may require the advice of an attorney, especially the first
time you produce one.
Sometimes organizations will present you with their standard
contract rather than ask you to provide one. In this situation,
be sure to review all the terms to make sure they are acceptable
before you sign.

STEP 5: BEGINNING A NEW ASSIGNMENT

Your success as a consultant will ultimately depend on how
well you serve your clients. Doing a good job on a consulting
contract will increase your confidence, and lead to repeat assign-
ments and referrals.
When you begin an assignment, take the time to fully under-
stand the client’s needs and establish what will constitute a
successful outcome. Most misunderstandings in consulting arise
when the client’s expectations aren’t fully understood by the con-
sultant at the outset.
Continued on page 58

September/October 2009 | Home Business ®

25
 STAYING Positive AND

Courtesy of Scott Chesney

F E AT U R E I N T E R V I E W

Goal-Oriented
IN A Bad Economy
Interview with Motivational Speaker and Business Coach
Scott Chesney
By Deborah Jeanne Sergeant

A
s a two-time world traveler and nota-
ble motivational speaker and business
coach for the likes of Smith Barney,
ING, First Financial Group, Prudential, and
Avis, Scott Chesney has accomplished much
by his mid-30s. But his life hasn’t been all
mountain peaks. In 1985 at age 15, Chesney
manifested foix-alajouanine syndrome,
an extremely rare, usually fatal condition.
Chesney’s case resulted in sudden, perma-
nent paraplegia, which destroyed the young
athlete’s dream of playing college basketball.
A generous benefactor later came into his
life to send him on a worldwide quest to
learn about alternative modalities to cure
paralysis. His travels eventually morphed
into public speaking engagements. Today, he
advocates looking at limitations as opportu-
nities to reach new dreams. Home Business®
Magazine recently spoke with him about
overcoming adversity.
Home Business Magazine (HBM): How
can home business entrepreneurs stay positive?
Scott Chesney (SC): Exhaust the fear.
Fear is the only thing that prevents us from
moving forward, even in hard economic
times. Ask the question, “What’s the worst
case scenario?” That doesn’t mean you don’t
have legitimate challenges at these times,
but fear prevents us from thinking clearly
and being productive. I think of it as an
acronym, Fictionalized Evidence Appearing
Real. I’m physically paralyzed, but emo-
tional and mental paralysis are far greater.
HBM: Many home business entrepreneurs are
cash-strapped or lack impressive credentials
or the stability they need to succeed. How can
they overcome these kinds of limitations?
SC: The best thing is very humbling for some
people. It’s getting out of that realm of having
total control. I’ve run my own business for
10 years. I had to call the shots and make
the decisions. It’s when you drop the need to
control and partner up with other organiza-
tions, you can hold one another accountable
to professional and personal goals (both
of which have to be accountable to one
another). Joining a trade organization is like
having your own board of directors that will
help you see things in a different way and
challenge you to be the best you can be.
HBM: Why is goal setting so important?
SC: It’s one of those major facets of account-
ability. I set personal and professional goals.
You have to specify a completion date. You
have to break it up into monthly, even daily
goals so you can see progress being made.
It’s hard to otherwise see results. We need to
acknowledge ourselves.
According to Scott Chesney, “I think of it as
an acronym, Fictionalized Evidence Appearing
Real. I’m physically paralyzed, but emotional
and mental paralysis are far greater.”
HBM: How do you balance work and
home life?
SC: I call working from home heaven and
hell. It’s heaven because you have so much
freedom and creativity. There’s no boss to
answer to. It’s hell in that you don’t have
a boss to answer to, and you can basically
leave the lights on all day and night and
develop bad patterns. There are lots of
people running their home businesses who
don’t get fresh air and exercise. You have
to create a schedule like you were reporting
somewhere. Most people don’t have a prob-
lem being flexible. They have a problem
being disciplined.
HBM: What is your home office like?
SC: I am a collector. I have stuff with
encouraging sayings on it. Behind my desk,
which takes up my whole wall, is a picture
of Nelson Mandela, whom I would like to
meet. I have knickknacks from when I went
around the world twice. They help me go
back to the energy I had at that moment. I
have family photos.
HBM: How does technology impact your work?

HBM: How can one know the difference SC: I’m a big advocate of Skype to reach my
between realistic goals and unrealistic ones? international clients. I also use a webcam for
face-to-face time.
SC: Anything is possible, but not everything
happens. Be realistic with the line of work
you’re in. If you want to earn a certain Deborah Jeanne Sergeant writes from
her home in Wolcott, N.Y. Her website is
amount of money, are you in a business www.skilledquill.net.
where you can generate that much? If you
aren’t, maybe there are businesses you can
Courtesy of Scott Chesney

add to it. Model the behavior of compe-

Chesney, his wife, Pratiksha, and their tition that is accomplishing your goals. For more information visit
children, Nia, 6, and Ray, 4, live in New Jersey. There’s something to be learned from every- www.homebusinessmag.com and click the
He is writing a book he plans to promote on a one in our lives. Newsstand > Interviews Channel.
third world tour.

26 Home Business ®
| September/October 2009 homebusinessmag.com
Do you want “a” business or “The Best” business?
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 The Wide Open and Highly Diverse Home Users Live Dangerously with
Work At Home Sector Computer Backup Practices
Working At Home Means More than Just Running 80 Percent Report They Have Suffered
a Business Data Loss

T H
he Bureau of Labor Statistics of the U.S. Department of Labor ome PCs and laptops that store ever-changing data, busi-
has compiled interesting statistics on the home-based busi- ness information, photos, video, music and photos of con-
ness and work-at-home demographic segment. Specifically: sumers’ digital lives are backed up less than once a month,
■ Working at Home: 20.7 million persons usually did some work according to a new survey of the backup habits of home users
at home as part of their primary job. These workers, who reported conducted by Acronis®, Inc.(www.acronis.com - provider of stor-
N E W S S TA N D

working at home at least once per week, accounted for about 15
percent of total nonagricultural employment
■ Occupation: Almost 30 percent of workers in management,
professional, and related occupations reported working at
home. Nearly two-thirds of persons who usually worked at home
were employed in these occupations.
■ Pay Status: Of the 13.7 million wage and salary workers who
usually did some work at home in 2004, about 3.3 million, or 1
in 4, had a formal arrangement with their employers to be paid
for the time they put in at home. About half of these paid home
workers spent 8 hours or more per week working at home, and
about 1 in 7 put in 35 hours or more per week at home. On aver-
age, those with a formal arrangement to be paid for their work
time at home logged about 19 hours per week at home.
■ Home-Based Business Owners and Operators: About one-
third of persons who usually worked at home are self-employed.
Of the 7.0 million self-employed persons who worked at home,
two-thirds had a home-based business — that is, a business
run from the home and no other location. Nearly half of self-
employed persons with a home-based business worked at least
8 hours per week at home, and almost 22 percent put in 35 hours
or more at home. On average, self-employed persons with a
home-based business worked 25 hours per week at home.
age management and disaster recovery software).
The online survey of 5,964 home users found that 87 percent
of users back up their hard drives just every two to three months
or less frequently, far less often than any industry organization or
publication recommends. This number is in sharp contrast with
another survey finding — 80 percent of users have lost information
and had to restore it.
With consumers and businesses storing increasing amounts
of critical data, those computers must be backed up more often
to prevent the kind of catastrophic loss caused by hard disk
failure, viruses and malware, unstable software downloads, user
errors, or physical disaster. According to Robert Thaler, Senior
Director, Marketing, Acronis, users must evaluate their unique
situations and create backup schedules that match the impor-
tance of the data.
The Acronis survey also found that fully 81 percent of users
had to reinstall their computer operating system and software
applications. Data loss comes with a significant loss of time, with
48 percent reporting that the reinstallation process took more than
four hours.
On average, self-employed persons with home-based businesses
worked 25 hours per week at home.

Job-Related Work At Home on Primary Job (1)

Percent Distribution by Class of Worker Wage and salary
Percent Un-Paid Self-
Paid Work
Characteristic of Total Total Work at Employed
at Home
Employed Home (2)
Total, 16 years and over 15.1 100.0 16.2 49.3 33.7
Men 14.9 100.0 14.7 47.3 37.6
Women 15.4 100.0 17.8 51.4 29.4
White 16.3 100.0 16.4 49.0 33.8
Black or African American 7.9 100.0 14.2 53.0 31.0
Asian 12.7 100.0 14.2 52.1 33.7
Hispanic or Latino ethnicity 7.1 100.0 19.1 45.0 34.4
Total, 25 years and over 17.0 100.0 16.0 49.1 34.0
Less than a high school diploma 4.9 100.0 15.7 24.0 58.9
High school graduate 7.6 100.0 15.4 28.7 54.0
Some college/associate degree 13.7 100.0 19.4 32.8 46.7
Bachelor’s degree and higher (3) 31.6 100.0 15.0 60.5 24.1

(1) Persons who usually work at home are defined as those who work at home at least once
per week as part their primary job.
(2) Includes both the incorporated and unincorporated self-employed.
(3) Includes persons with bachelor’s, master’s, professional, and doctoral degrees.
Source: The Bureau of Labor Statistics of the U.S. Department of Labor.

28 Home Business ®
| September/October 2009 homebusinessmag.com

With consumers and businesses storing
increasing amounts of critical data, those
computers must be backed up more often
to prevent the kind of catastrophic loss
caused by hard disk failure, viruses and
malware, unstable software downloads,
user errors, or physical disaster.
Credit a Key Component
of Business Success
How Do Your Credit Needs
Compare?
B
ecause the Senate passed sweeping
credit card regulations recently, it should
prompt you to think about how credit
might impact your small business. To that
end, here are survey results from PayCycle
Inc. How do you compare to these statistics?
Key Findings from the PayCycle Inc. Credit
and Small Businesses Survey include:
■ 38% of existing small business owners
say they borrowed money to start their
businesses.
■ 22% got a bank loan or used a credit
card for some of the capital needed.
■ 20% of small businesses continue to
depend on credit to run their day-to-
day operations.
■ 43% are at least slightly worried about
using credit to run their businesses.
■ 60% did not depend on credit to start
their business.
■ 63% do not depend on it for ongoing
operations.
■ 13% are dependent on credit during
Notice to Readers
HOME BUSINESS® Magazine is sold as information only.
The publisher, United Marketing and Research, Inc., consid-
ers its sources reliable and verifies as much data as possible,
although reporting inaccuracies can occur; consequently, read-
ers using this information do so at their own risk. The pub-
lisher has not done a background check on listed companies
(which includes advertisers), nor does it know people at all
the companies. The publisher cannot assume any responsibility
in any manner for the actions of any of the listed companies,
and the publisher cannot guarantee the outcome of any cor-
respondence, arrangements, or subsequent transactions the
reader may make with any of the listed companies. HOME
BUSINESS® Magazine is sold with the understanding that the
publisher is not engaged in rendering medical, legal, financial,
accounting, tax, or other professional service. If medical, legal,
or other expert advice and assistance are required, the services
of a competent qualified professional person should be sought.
The publisher, United Marketing and Research Company,
Inc., assumes no responsibility for any changes of offers, nor
for any companies/advertisers that may go out of business.
All correspondence regarding questions or problems on a
company’s (including advertisers) program, products, or ser-
vices should be directed to the company, not to the publisher.
September/October 2009 | Home Business
certain busy seasons only.
■ 4% use credit on a one-time basis, for
instance, for large purchases.
For more information email: rblodgett@crvisions.com
For more information visit
www.homebusinessmag.com and click the
News Channel.
Advertisers and advertising agencies assume liability for all
contents of advertising and for any claims arising therefrom. It
is up to the user of this publication to investigate the product
or service offered, and to make sure the company is reliable
and that the product or service meets the user’s requirements.
United Marketing and Research Company, Inc., is not respon-
sible for the delivery of merchandise, starter kits, supplies, or
other products and services ordered from advertisers.
©1993-2009. Reg. # 4180563 and 4145799.
TRADEMARKS: Home Business, Serial Number 74/713646
and Home Business Magazine, Serial Number 75-086596,
issued by the United States Department of Commerce, Assistant
Commissioner for Trademarks. Mark Type(s): TRADEMARKS:
Conform to the minimum requirements set forth in 37 C.F.R.
Sec. 2.76 (e); and formal requirements set forth in 37 C.F.R.
Sec. 2.76(b) and (c). All rights reserved. No part of HOME
BUSINESS® Magazine may be reproduced, stored in a retrieval
system, or transcribed, in any form or by any means, photo-
copying, electronic, mechanical recording or otherwise, without
prior permission in writing of the publisher, United Marketing
and Research Company, Inc., Lakeville, MN 55044.
Articles appearing in this publication express the opinions,
experience, and research of its authors and not necessarily the
opinion of HOME BUSINESS® Magazine.
®
29
 One Week Away
From Welfare
SUCCESS STORIES

Man Risks Money and Starts a Home-Based

Cleaning Business
By Home Business Magazine

I
n 1997, Jonathan Bergstein was living
in New Jersey working in the corporate
world in a dead end job. Jonathan knew
that he had gone as far as he could in his field
of customer service, and he contemplated
starting his own business.
While speaking to a friend in Virginia,
Jonathan mentioned that there were several
job opportunities in Richmond. He indicat-
ed that he could stay with his friend while
searching for employment.
Jonathan was somewhat hesitant about the
move; however, he was young and thought it
was worth the risk to start fresh. When he
arrived in Virginia, he found a temp job to
pay the bills and started to save for his own
business. Jonathan thought the company was
doing well, but after being employed for only
two weeks, he was laid off.
Thankfully, Jonathan had unemploy-
ment benefits; however, these
benefits would only last three
months. This was his chance
to start a home-based business.
Working from home would
provide him tax advantages, For Jonathan Bergstein, providing superior customer service
save on overhead, and provide is the key to building a strong brand and loyal customers.
him with solace when needed.
After almost three months of investiga- hire employees. He had to learn from the
tion, Jonathan had not made a decision on beginning which was an exciting, but also
what business to start. He was too proud to daunting task.
ask his parents for money, and he had no Jonathan began by advertising via fly-
choice but to call the local welfare office to ers, newspaper ads, and direct mail to dual
send forms so that he could apply for wel- income families in his area. He made the
fare and food stamps. usual mistakes being a new business, but
While waiting for the forms to arrive, after two years, Jonathan had over 200 cus-
Jonathan decided to risk what little money tomers. Providing superior customer service
he had and filed for a business license to was the key to building a strong brand and
operate a residential cleaning service. He loyal customers. For more information, visit
did not know how to advertise, clean, or www.maidtosparkle.net.

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30 Home Business ®
| September/October 2009 homebusinessmag.com
Helping One Family
at a Time
Entrepreneur Shares His Story of Persistence to
Motivate People to Not Give Up
By Home Business Magazine
B
rian S. Arrington was previously pro-
filed in Home Business Magazine,
back in 2001 (June issue). Up until
last year, he still ran his own home-based
entertainment business. He had become quite
successful and was still a radio personality on
a local radio station. Brian’s success in busi-
ness had allowed him to purchase a home,
and enabled his wife be a stay-at-home mom.
Basically life was good. Then came 2008.
What a year. Brian’s radio show was taken
off the air due to low advertising sales.
He was forced to shut his entertainment
business down. Without the entertainment
income, Brian nearly lost everything. His
wife tried to find work, but was not able
to find a job. Brian and his wife also risked
losing their home as they struggled with a
high mortgage.
Brian became very depressed, and he and
his wife came very close to splitting up. This
was especially tough, since they had three
small children [Briana 8 yrs old, Brian Jr,
7yrs old; Brandon 4 yrs old]. The tough
economic times really put a strain on their
family.
At the time when Brian thought he was
going to lose everything, he turned to the
one thing that took his worries away —
journalism. He started writing for free for a
local newspaper. He also got involved with a
bible-based church. Slowly, everything again
began to fall back into play. Brian’s wife
helped pulled him out of his depression. He
and his wife did a loan modification to save
their home. His wife started providing child
care for friends’ and family’s kids part-time
for extra money. Brian was also able to
bring back his radio show to an Internet-
based radio station. Although he is not get-
ting paid, he’s glad to be back on the air to
share his love of music.
September/October 2009 | Home Business
Brian S. Arrington counsels families on
how to turn their lives around and get out
of debt.
Brian now runs a business that counsels
other families on how to turn their lives
around and get out of debt. He helps one
family at a time, and shows each of them
that with persistence, there is hope. Says
Brian, “If I can inspire just one person, then
it was well worth it. Prayer is powerful, and
prayer works.” For more information, visit
www.SuperRadioMix.com.
®
31
 Low Cost
MARKETING & SALES

ADVERTISING PLAN
Get Your New Business “Out There” and
Known at Minimal Advertising Cost
By Christopher J. Bachler

Y
ou can’t expect business to come to All publications
you. You must go after it. And the provide these
most effective way is through adver- lists, and many
tising. Of course that costs money. But that post them online.
shouldn’t be a deterrent, because there are ■ Don’t be timid.
lots of simple strategies for getting your mes- Run the larg-
sage out without breaking your bank. est ads you can
afford for as long
as you can. No matter what your product, market, or approach, the more people
DISPLAY ADS ■ Consider season- you reach, the more likely you’ll be to get results.
Display ads are the traditional back- ality. If you sell
bone of small business advertising. Typically
posted in newspapers and magazines, these
summer apparel, you obviously want to
run your ads at the right time.
noticeable ads rely on large print, photos, ■ Prepare ads that stand out. Ask the pub-
“theDon’t be timid. Run
largest ads you
and illustrations to grab readers’ attention. lisher for ideas on how to do this. If your
How large they should be and how often ad appears on a page with many other can afford for as long
as you can.
they are run are decisions you must make,
depending on your budget. Just remember
that if they’re not seen because they are too
display ads, you won’t want it to blend
with theirs. Bold colors can make an ad
more visible. If the ads are black and DIRECT MAIL BUDGET
”
small or run too infrequently, all that money white, provide ample white space around Despite rising postal costs, direct mail
spent is wasted! the periphery of your ad. remains the most cost-effective means of
■ Persist. Just because an ad didn’t pull advertising for most small businesses—assum-
If you do run display ads, therefore, fol- once doesn’t mean it won’t the next time. ing that it’s used effectively.
low these suggestions: So give it another try. It takes time and Your direct mail strategy should be based
■ Research the circulation and demograph- persistence to get your ad formula down on the kind of business you’re in, your
ical reach of the publications you select. to a science. competition, and your target market. For
instance, businesses that must sell low mark-
up items in large quantities will not be likely
Set Up a Budget for Low Cost Advertising to benefit from direct mail—though coop-
erative coupon packets might work.
There are no hard and fast rules that apply to advertising budgeting beyond these Of course, you must closely consider your
two: (1) You should establish one. (2) It should be affordable. target audience. If you’re targeting average
When a business is new, much of its advertising will be trial and error. Initial efforts households, an extensive post card mailing
will be largely experimental, and disappointments are likely. In short, those start-up ad might work, simply based on the law of high
budgets are often largely investments in learning what works and what doesn’t. But numbers. This approach might work well
even failed efforts are not totally wasted when the business owner can learn from it for for house painters, landscapers, and other
his or her future benefit. Under those circumstances, the effort is a wise investment home services.
that can yield substantial returns! If you’re targeting large business orga-
Consider what you can realistically afford to spend without putting other obligations nizations, you’ll need to upscale your
at risk. But don’t be too timid; for if you don’t put much into your effort, you won’t get approach dramatically. In other words, post
much out. It might be that if you run your ads only a few extra weeks, or mail to an cards are out, and a more professional look
additional 1,000 prospects, or enlarge your quarter-sized page ad to a half-page, you is required. You don’t want to look cheap
might get a rewarding return! or unsophisticated. You also want a mailer
As a rule of thumb, you will need to spend a disproportionately large amount on that will go to the boss, and not be tossed by
your initial advertising during the early stages of your business simply because you a screener. Therefore, choose mailers rang-
are new. So be ready to budget accordingly. Having said that, you should also guard ing from personal letters to large packets
against spending too much too soon, and only in one place. Should you make a poor containing useful information. So it won’t
initial guess, you might wait long before you can afford to try again. look like junk mail, try plain large envelopes
with handwritten addresses. Write some-
Christopher J. Bachler is a 20+-year veteran business writer and editor, based in Drexel Hill, PA. thing attention-getting on the outside in red
Continued on page 34

32 Home Business ®
| September/October 2009 homebusinessmag.com
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 Low Cost Advertising Plan
Continued from page 32
MARKETING & SALES

ink, such as “Enclosures.”

More important than mailer design is tar-
geting strategy. That’s why you must iden-
tify company decision-makers before you
send your mailer. Who’s in the position to
hire you? It’s not necessarily the President.
Send it to her, therefore, and she may or may
not route it to the right person. If you can’t
identify the best person to target, try send-
ing separate mailers to three key decision
makers, such as the President, Manager of
Human Resources, and Purchasing Director.
As with simple post card mailings, busi-
ness mailings should be done in sufficiently
high numbers. No matter what your prod-
uct, market, or approach, the more people
you reach, the more likely you’ll be to get
results.

INTRODUCE YOURSELF THROUGH LOW-COST

POST CARDS
One inexpensive way to get attention is
by sending post cards. Less expensive than
packaged or slick mailers, post cards can
be produced inexpensively and mailed at a
cheaper rate than standard first class mail-
ers. Post card messages are also hard to miss
because the message jumps to the reader’s
attention. Focus on getting your target’s
attention and response. You might make
Despite rising postal costs, direct mail remains the most cost-effective means of
advertising for most small businesses.
special offers to those that reply.
Post cards are generally best used as
a way to introduce your business. Once
people know you, they’ll be more likely to
notice your subsequent ads. But don’t use
them too often—you don’t want to look like
a two-bit operation.
THE INTERNET
Your Web Site
If you haven’t set up a web site, consider
doing so. It won’t guarantee more sales.
But it can help; and it can provide you
and prospective customers with enormous

Incorporate convenience. People can explore your site

any time of the day or night without taking
your time. Inquiries and orders will also be
easy to make.

for as little E-mail Newsletters

E-mailed newsletters are a relatively easy
and inexpensive way to grab people’s atten-

as $99
tion while generating interest in your prod-
ucts or services. It’s easy because you get
to write about things you know best. It’s
inexpensive because printing and mailing
costs can be bypassed.
Since your newsletters are free, moreover,
you may provide them any time or on any
Visit www.incorporate.com terms you wish. But if time is short, or if
you have trouble writing them, you might
or call 800-453-9594 enlist the help of business partners, or even
someone in a related line of business. For
instance, a marketing consultant might ask
printing contractors, specialty advertising
services, or others that want to reach the
same audience to write columns for your
®
newsletter.

Internet Ads
There’s a universe of online advertising
opportunities through such popular search

34 Home Business ®
| September/October 2009 homebusinessmag.com
engines as Google, Yahoo, Bing, Ask.com,
and others. Simply go to their sites and
review the easy-to-read information about
advertising for small businesses. How much
you spend on these ads will be up to you.
Before you place your online ad, care-
fully choose your keywords—those magic
words you use in your ad or web site
that will draw browsers to your site. For
instance, someone who paints personal por-
traits might use such keywords as “Personal
Portraits,” in their ad, knowing that online
shoppers interested in such services would
be likely to search the Internet under those
words. The more frequently you use certain
logical keywords, the more highly-placed
your site will be on the Web. To get specific
information on how to do this, check the
sites where you advertise, Internet informa-
tion sites on the Web, and related articles
published in this magazine.

POSTING LINKS ON RELATED SITES

Your web site will be of little value unless
people can find it. But to get them there you’ve
got to find ways to reach them. You can do
that by posting links at sites where your
likely customers are likely to go. For instance,
an entrepreneur who sells healthcare-related
books and CDs might establish links on sites
that provide health-related information or
products. You might also be able to trade
links with other sites that wish to advertise
on your site. But you’ll need to invest time
researching all the Net’s possibilities.

GATHERING E-MAIL ADDRESSES

You can’t e-mail newsletters or anything
else without getting your target’s permis-
sion. Here are some ways to do that:
1. Solicit from your own web site. Make
your readers an offer such as your free
online newsletter, information bulletins,
or anything else they might want.
2. Ask current and past customers for their
e-mail addresses and permission to send
them occasional e-mails. Just don’t abuse
the privilege.
3. Ask all key contacts for their e-mail
addresses. Offer yours, too. First, it
shows a spirit of reciprocity and con-
sideration. Second, they might want to
follow up with you.
Christopher J. Bachler is a 20+-year vet-
eran business writer and editor, based in
Drexel Hill, PA.

For more information visit

www.homebusinessmag.com and click the
Marketing > Advertising Channel.

September/October 2009 | Home Business ®

35
 Turn YOUR “No” CLIENT
MARKETING & SALES
INTO A
“Yes” Client!
5 Trigger Tips to Closing Bigger Deals in
Less Time
T
hink of all the time you have put in and
the energy you’ve exhausted on attempts
to cajole client contacts who love to say
“no” but can’t really say “yes.” It can be a frus-
trating, morale-beating process. It also happens
to be bad for your business’s bottom line.
Making a connection with the buyer, the
individual who can say “yes,” isn’t always
easy. Aim low or aim high and, well, you
know what you get.
The following tips are both necessary and
instrumental for getting bigger deals in less
time, from the people who have the author-
ity to say “yes!”
1. SEE YOURSELF AS A PEER.
Before we get into approach, answer this:
Are you confident enough to dialogue on
equal ground with the big wheels that run the
show? You would be shocked at the number
of grown adults who will answer this with a
“yes” to others, but say “no” to themselves in
subtle, counterproductive ways.
Trigger Tip: To view yourself as a peer, use
positive self-talk and manage that internal
cynic. Remember, how you present your-
self is stronger than any service or product
you offer. A strong handshake, a confident
personality and voice, and the right mental
attitude can make a huge difference.
2. DO YOUR HOMEWORK.
A lack of preparation may be the biggest
deal killer there is. When it comes to connect-
ing with buyers, you must know three areas
— and know them well. These include: their
company; their competition; and your prod-
uct or service. Do these seem like no-brainers?
You’d be surprised how many service pro-
viders don’t know when a company was
founded, what their mission statement says,
who their biggest clients are, or how they fare
against the competition. As far as knowing
your own product and service, read on.
Trigger Tip: If you haven’t made Google
Today’s world of collaborative, relationship selling,
“especially with high level buyers, should be more
about “ABO,” or “Always Be Opening.”
” Sales > Selling Tactics Channel.
36 Home Business ®
| September/October 2009
By Joe Takash
your best buddy, start
today. It will swiftly allow
you to collect information
about the companies you
target, and often the profes-
Get bigger deals in less time, from the people who have the
sional resumes and person-
authority to say “yes!”
al interests of your buyers.
3. SPEAK IN SOUND BITES.
When you have the chance to speak to
the buyer, get to the point and remember
that less is more. Too many service providers
ramble on aimlessly about what they’re sell-
ing and can kill their credibility because of
the confusion they create about their prod-
uct or service. Decision-makers want you to
be brief. Granted, when you get those few
moments to audition, it can feel like a pres-
sure cooker. So, prepare ONLY information
that demonstrates how buyers will benefit
and what their return on investment will be.
If you don’t have this ready to be delivered
in 15 seconds or less, practice.
Trigger Tip: For every piece of informa-
tion about your service or company you
prepare, ask the questions that your buyer
would ask, such as: “So what? or “What’s in
it for me?” These force you to always speak
in benefits-focused, buyer-friendly language.
4. ASK GREAT QUESTIONS.
Conventional sales jargon used to
be “ABC” which stood for “Always Be
Closing.” People are more perceptive than
ever, and most folks know when they’re
being manipulated. Today’s world of collab-
orative, relationship selling, especially with
high level buyers, should be more about
“ABO,” or “Always Be Opening.” The more
accurate diagnostic you make on a buyer’s
needs is always a reflection of the quality
of data you can learn from them. Questions
are the golden nuggets that lead you down
the path to “yes!”
Trigger Tip: Be sure your questions are
open-ended, (which allow buyers to elabo-
rate), and make certain they tie directly into
the objectives the buyer has and how they will
know when successful results are realized.
5. SAYING “NO” CAN GET THE “YES!”
When trying to impress a buyer, it’s easy
to try too hard. We’ve all done it, but it’s
crucial to be yourself. If you disagree with
something he or she says, tactfully push back
and challenge them. Authentic candor has
elevated many sales people from yes-(wo)
man status who don’t get the business to
peer status who get the “yes” simply by serv-
ing as counsel a buyer can trust and respect.
Trigger Tip: Don’t try to be too enthused
or eager right away. Think about how
turned off you get when a telemarketer tries
to impress you with glib, cheesy-speak. You
want to run the other way. Be genuine and
be honest at all times.
High-level clients are usually a tougher
sale. They require an eclectic approach of
preparation, self-talk, and smart behaviors.
But the common ground is when you are
able to make that connection and get the
right answer from the person in charge that
yes, means “yes!”
Joe Takash, a behavior strategist, is the
author of the newly released “Results
Through Relationships: Building Trust,
Performance and Profit Through People,” as
well as a sought-after media resource and
keynote speaker. As the founder of perfor-
mance management firm Victory Consulting,
Joe has worked with clients like American
Express, Prudential, Century 21, and
General Motors. “Results Through Relationships” can be purchased at
www.amazon.com and www.barnesandnoble.com and it can be ordered
through any major bookseller. Website: www.JoeTakash.com
For more information visit
www.homebusinessmag.com and click the
homebusinessmag.com
 PLANNING AN EVENT
MARKETING & SALES
TO PROMOTE YOUR
Business
These 8 Ideas for Alternative Event Venues Will
Save You Money and Wow Your Attendees
A
re you a small business owner who
wants to host an event but strug-
gles to find an affordable venue?
Choosing the right venue is one of the most
important decisions you’ll make when orga-
nizing an event. But as a small business with
an even smaller budget, finding a space that’s
affordable and marketable can feel next to
impossible.
Having spent several years planning
events in the technology industry, I was
used to working with large hotels and con-
ference facilities on a multi-million dollar
corporate budget. Now that I produce my
own events through my home-based busi-
ness, I have had to find space for a shoe-
string budget without looking like a shoe-
string business. So, I rolled up my sleeves
and researched the options available. My
findings were staggering.
Facility rental can account for more than
20% of your budget, excluding hefty food
and beverage minimums often imposed by
a traditional facility or its on-site caterer.
Alternative venues offer more affordable
and more flexible options since events are
an added source of income and not the main
source, as is the case with traditional venues.
They also provide a stylish backdrop for
your event.
The following eight alternative event
venue ideas for small business owners vary
in capacity and aesthetics, and invoke their
own distinctive palate of themes that will get
the attention of your attendees and put your
personality and creativity in the spotlight.
1. INDEPENDENT THEATERS AND MOVIE
THEATERS
These ready-made event spaces are often
owned and operated by nonprofit organiza-
tions who gladly accept a renter on “dark”
nights or during the day when no shows are
scheduled. They provide great ambiance,
offer built-in sound and lighting equipment
(A/V), and can even supply a technical staff
for a low fee to run A/V for you. Ranging
in capacity from 25 to 2,000+ seats, these
spaces are great for medium to large group
presentations, seminars, and events that
include video, movies, or musical guests.
38 Home Business ®
| September/October 2009
Alternative event venue ideas invoke their own distinctive
palate of themes that will get the attention of your attendees
By Alice Barry and put your personality and creativity in the spotlight.
2. ART, HISTORY, OR CHILDREN’S MUSEUMS
AND ZOOS
What do you get when you join education-
al and artistic exhibits with a well-groomed
building? Lots of creativity! A museum has
multiple spaces of various sizes designated
for special event rentals. Often they have
everything you need for your event, including
chairs, easels, A/V, and even catering contacts.
To add flair to your event, consider what
types of art or exhibits fit in with or relate to
your theme. These are great for receptions,
small groups, roundtables, workshops, large
group presentations, and seminars.
3. ART GALLERIES
What do artists whose works hang in gal-
leries want more than anything? People to see
(and maybe even buy) their art. Hosting your
event in a gallery creates a win-win situation
for artists, gallery owners, and you. You get
space, flexibility, and beautiful art for your
event while bringing in a group of potential
buyers. These are great for small to medium-
sized receptions, roundtables, and workshops.
4. HISTORIC HOMES AND BED AND
BREAKFAST INNS
These gems are a particularly smart
choice when you have out-of-town attend-
ees at your event and need built-in lodging.
Homes vary in size and capacity, but two
constants remain: beautiful surroundings
and cozy intimacy. These are great for small
groups, workshops, and seminars.
5. COLLEGE AND COMMUNITY COLLEGE
CAMPUSES
Not just for academia, campuses have
become conference savvy and are well-
equipped to welcome anyone from dignitar-
ies to sporting camps. They offer a range of
services, including state of the art equipment
and classroom facilities, as well as catering
and event entertainment by campus groups.
From small conference rooms to large lec-
ture facilities, these are great choices for sem-
inars, workshops, receptions, and retreats.
6. NATURE OR INTERPRETIVE CENTERS
Providing natural light and views of gar-
dens and greenery, these spaces lend a sense
of calm and openness to your event. They
can be found in medium- and large-sized
cities, in smaller cities located on college
campuses, or in State or City park preserves,
and often have programs to include as part
of your event for a low cost. They work
best for evening programs with small or
medium groups, workshops, seminars, and
receptions.
7. FARMS, ORCHARDS, WINERIES, AND
RUSTIC OUTBUILDINGS
As farmers diversify their land and busi-
nesses, several orchards, farm markets, win-
eries, craft havens, and harvest destinations
are cropping up. Found in outer areas of
large cities or small towns away from it
all, these destinations are perfect for day
retreats, workshops, seminars, and recep-
tions for a variety of group sizes.
8. PRIVATE ROOMS IN RESTAURANTS
Increasingly, restaurants cater to a variety
of events in private spaces that are some of
the most imaginative and accommodating
spaces around. You can’t beat the conve-
nience when ordering food and beverage
in these private spaces, not to mention the
sheer variety of theme choices to add piz-
zazz to your event. Ranging in capacity
from 6-250+, these are great choices for
small, medium, and large-sized receptions,
seminars, and workshops.
Many of the venues on this list will have a
fee schedule for nonprofits as well as for-prof-
it organizations. Ask about both rates, and
then let them know you’re a small business.
You just might be able to negotiate to pay the
nonprofit rate (or something in between), or
ask if they will waive the catering minimums.
A small budget doesn’t have to generate small
results. Just be as creative with finding event
spaces as you are with your event ideas!
Alice Barry is the Founder of Entertaining The Idea, LLC in Minneapolis,
Minnesota and consults with small businesses across the country
about marketing, event planning, and creative ideas to get your
business noticed. She also produces regular gatherings for Inspired
Entrepreneurs to keep creative business owners inspired, motivated,
and connected. She can be reached at alice@entertainingtheidea.com
or www.entertainingtheidea.com.
homebusinessmag.com
 Blind Painter’s A-Ha
Moment Spawns Art Agency
SUCCESS STORIES

Exclusively Licensing Works by Handicapped Artists

By Home Business Magazine

A
fter a successful career as a writer and
editor, Ketra Oberlander left publish-
ing around the turn of the millennium
when her vision started to fail, and employ-
ment prospects concurrently diminished.
Severe myopia, a lack of color and depth
perception, and cone dystrophy conspired to
rob her of her sight in her late thirties.
With some vision that, as Ketra describes,
is “like staring at the sun with shortening
smeared on your glasses,” and a keen inter-
est in visual perception–and misperception
— Ketra decided to find a means to visually
express the experience of her lost sight. At
40, she picked up a paint brush for the first
time and, despite her blindness, she found
she had a gift.
Ketra works from her home studio as
a painter. Despite being sightless, Ketra
quickly realized much acclaim and notoriety
for her paintings. Since “going pro” in 2005,
Ketra received numerous awards and wide-
spread recognition for her work, but her
disability made it difficult for her to earn a
living through her craft. In search of a solu-
tion, Ketra’s research revealed that licensed
artists largely worked from their home
studios, solving her own logistics problem.
She also learned that there were no for-
profit art resources exclusively focused on
the disabled. A-ha! This epiphany inspired
Ketra to not just license her own artwork
Ketra Oberlander’s ground-breaking company
for profit, but also represent other physi-
helps her and other physically challenged
cally handicapped artists facing the same artists earn independent through their crafts,
career challenges. while uplifting and inspiring consumers.
Ketra launched Art of Possibility Studios
in January of 2008, the only licensing Art of Possibility Studios’ beautiful and
agency in the world exclusively representing meaningful imagery on their products.
handicapped artists in a for-profit model. Ketra hopes consumers of her licensed
Ketra’s ground-breaking company helps products will not only appreciate their beauty
her and other physically challenged artists at face value, but also take a moment to real-
earn independent income as societal equals ize the magnitude of the purchase — direct
rather than dependents, while uplifting and support, liberation, and empowerment of a
inspiring consumers with their creativity physically disabled artist no longer depen-
in the process. In addition to sourcing tal- dent on charity and disability benefits, or
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| September/October 2009 homebusinessmag.com
From Radio Airwaves to
Home-Based Entrepreneur
Previous Storefront Experiences Teach Ex-Deejay
that Working From Home is Best
By Home Business Magazine
T
he Houston rock and roll radio air-
waves were Dayna Steele’s home for
20 years. After the birth of her first
child, she left her life as a radio deejay to try
her hand at television and other freelance
endeavors, bouncing around trying to find
her next passion.
Somewhere in all of this, Dayna’s agent
called to see where he could get some NASA
items for a client. Dayna’s husband was
(and still is) a NASA Research Pilot, and he
and Dayna would often give NASA gifts to
friends for various occasions. “At the time,
only the NASA centers had gift shops and
you had to be badged to get on site,” says
Dayna. “My agent made the comment,
‘That’s crazy; someone should start a cata-
log or a web site or something.’”
Dayna never forgot what he said; it
lingered in the back of her mind and she
eventually started www.thespacestore.com
in the basement of her home with nine
products on the e-commerce site. After 3
years as a home-based business, Dayna sold
the company to a NASA contractor, and she
and her husband moved to a storefront with
shipping capabilities. According to Dayna,
The Space Store became the largest NASA
and space-related product web site.
After running the company for the con-
tractor for four years, Dayna knew she
wanted to get back to a home-based busi-
ness. It took a year to transition into another Dayna Steele is a writer, media consultant,
business, but it is the best thing she has ever social media trainer, speaker, and author
of Rock to the Top: What I Learned about
done. Steele Media Services is the umbrel-
Success from the World’s Greatest Rock Stars.
la company for Dayna’s many endeavors,
including writing, media consulting, social excellent customer service, customers don’t
media training, speaking, and more. Her cli- care where you are.” Dayna can’t imagine
ents/customers range from associations and ever working in an office again. And the best
organizations around the world to top PR part? “When the kids come in from school,
companies and individual executives. I can stop and hear all about their day. That
“One thing I never did is hide the fact I and I’m usually in flips flops and shorts with
was working from home,” says Dayna. “If a wonderful black Lab under my feet. Life’s
you have a quality product or service and give great!” Visit www.daynasteele.com.
September/October 2009 | Home Business ®
41
 GETTING
BUSINESSES & OPPORTUNITIES

INTO
Direct Sales
Success Tips in a Little Known but Huge
Home-Based Market
By Deb Bixler

A
ll of us will likely have the opportu- of all ages, can be A balanced direct sales business will take advantage of every form
nity at one time or another to take successful in direct of advertising and marketing available to it.
advantage of a direct selling opportu- sales. According to
nity. Many people start part-time, and later the Direct Selling Association, about 90 BENEFITS OF DIRECT SALES
leave their other careers when direct selling percent of those working in direct sales are Direct selling has benefits for company
becomes more lucrative. According to the women, five percent are African American, representatives and distributors as well as
Direct Selling Association (www.dsa.org), 13 percent are Latino and one percent are consumers. The Direct Selling Association’s
direct selling is the sale of a consumer prod- Asian, Native American or other. research shows that:
uct or service, person-to-person, away from a According to the Direct Selling ■ Direct selling is a good way to meet and
fixed retail location. These products and ser- Association, www.dsa.org, an estimated socialize with people.
vices are marketed to customers by indepen- 15 million people are involved in direct ■ Direct selling offers flexible work sched-
dent salespeople. Depending on the company, selling in the United States, and more than ules.
the salespeople may be called distributors, 65 million direct sellers worldwide. Most ■ Direct selling is a good way to earn extra
representatives, consultants or various other are women, though nearly a third are men income.
titles. Products are sold primarily through in- or two-person teams such as couples. The ■ Direct selling is a good way to own a
home product demonstrations, parties, and vast majority are independent business business.
one-on-one selling. Virtually every consumer people — they are micro-entrepreneurs ■ Earnings are in proportion to efforts.
product or service can be purchased through whose purpose is to sell the product and/
direct selling. or services of the company they voluntarily The following are tips for achieving suc-
choose to represent — not employees of cess in a direct sales business.
SIZE AND STRUCTURE OF THE DIRECT the company. Approximately 90 percent
SALES MARKET of all direct sellers operate their businesses MAINTAIN BALANCE TO ACHIEVE SUCCESS
People from literally all walks of life, part-time. A balanced direct sales business is one
which utilizes all opportunities available
to create business and cash flow. It is
desirable because it will provide you with
Considering a Direct Selling Opportunity? a solid business with less chance of bad
Start up costs should be minimal. The start up fees in direct selling companies are seasons or events jeopardizing your busi-
generally modest — usually the cost of a sales kit. Companies want to make it easy ness and income.
and inexpensive for you to start. Pyramid schemes make their money through fees A few reasons for pursuing a balanced
paid by new recruits or by loading inventory or training aids on them. High entry fees direct sales business are:
■ Multiple streams of income
should be a warning sign.
■ Constant cash flow
You should be able to return unsold inventory. Companies belonging to the Direct ■ Less stress
Selling Association “buy back” unsold marketable products purchased within the prior ■ Easier maintenance once you get it going
12 months if you decide to quit the business, for 90 percent of the price you paid for
them. The DSA Code of Ethics requires that member companies do this. Beware of PROVIDE THREE SERVICES
opportunities that encourage “front end loading,” or buying large inventories of unre- In direct sales, generally you have the
turnable products to reach achievement levels or receive a “special” or larger “dis- opportunity to generate income for yourself
counted” price. by providing three services to others. The
Is the money you’ll earn based on the sale of products or services? The answer
services are:
■ Product sales
should be “absolutely.” This is a key element of a legitimate business. Direct sell-
■ Conducting home party shows or events
ing, like other methods of retailing, depends on selling to customers who use and/or
■ Teaching others how to create income
consume the product. This requires quality products and services sold at competitive
prices. Beware of any business that claims you can get rich by solely using their prod-
ucts or by recruiting new people into the business. When you eliminate one of your services,
you are reducing your income by one-third.
For more information, visit www.dsa.org. A balanced direct sales business will utilize
all three services to generate leads. Having a
Continued on page 44

42 Home Business ®
| September/October 2009 homebusinessmag.com

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Getting into DIrect Sales
Continued from page 42
web page that describes your products and includes an ordering
page can support your services. In regards to conducting home
party shows, I offer the following success tips:
KEEP YOUR HOME PARTY SHOW TIME SHORT
Your home party show time should be no more than forty
five minutes. Short shows will make you more money. For every
minute you go over 45 minutes. you are losing a dollar of sales.
A “show” refers to your official presentation. From the time you
start talking until the time you stop talking, no more than 45 min-
utes should elapse. That also implies that your show has official
start and stop times. The guests actually are aware that you have
officially started and officially ended.
This applies to your company, too. The Direct Sales Association
has determined in studies that when your show presentation is
longer than 45 minutes, your sales will drop. Frequently when I
present this topic, I get objections that the particular company I
am presenting to is different than all the others and they need a
longer show. I hear the same reasons why this doesn’t apply to
“their company” from all sales professionals in a wide variety of
companies. Everyone says the same thing whether they are selling
make up, plastic containers, food and food mixes, kitchen tools,
romance enhancement, vitamins — you name it, they all say the
same thing.
KEEP A HOME PARTY SHOW UNIQUE
■ Provide education.
■ Play games, have fun and educate.
■ Enable guests to see more products.
■ Say more about your product than XYZ products.
■ Teach a lot of tips.
THINK THROUGH YOUR PRESENTATION
Your company is not that different, so take the time to think
through your presentation. Your goal is to plan a presentation that
respects people’s time, so as to create better value for your guests.
If anyone has ever said to you, “I am too busy…..” to host a
show, or be a sales representative, then you really need to look
at the length of your show. When people say, “I am too busy,”
it doesn’t mean they are busy. It really means that you have not
given them enough value for their time. Time and fun are the two
There is an unlimited supply of leads out there, and when you
create a balanced direct sales business, you take advantage of
all of them.
homebusinessmag.com
biggest commodities in America. People are not too busy to watch
The Tutoring Industry is HOT
television, go to the movies, or sit on a lawn chair all night and Even in our uncertain economy – parents now
watch a soccer game. When your show time creates great fun and more than ever are seeking tutoring for their kids
provides value-packed time, then people will be coming up to you
asking if they can host a show.

LESS TALK IS BETTER

Less is more. Less is better. If there is one thing that people will
not tolerate, it is being bored. Don’t rule yourself out, just because
you think that your company is different. Think about how you
can use this belief to create better cash flow in your business.
Successful sales consultants say, “How can I?” Not “I can’t!” Less
is better for everyone, because everyone has a full life. By keeping
your show to 45 minutes and providing great value for that time,
people will spend more money and want more time with you.
When you give them more value in less time, they will see the t
Own a Tutor Referral Service in Your Community
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MORE HOME PARTY SHOW SECRETS
Home party shows are like gravy and you should take advan-
tage of them. The more time and attention you give to booking
parties, the more cash flow you can generate! When you pass on Visit us today at
home parties, it is like passing cash on the street and not picking
it up. Home party success secrets include:
■ Keep it short.
www.hometutoringbusiness.com
■ Keep it fun.
to see all that we offer, including on-going support.
■ Keep it informative. Or call 1.888.847.0033
■ Keep the focus on the guest.
■ Give the guests good value for their time.

MARKETING A BALANCED DIRECT SALES BUSINESS

A balanced direct sales business will take advantage of every
form of advertising and marketing available to it. Many home
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There is an unlimited supply of leads out there, and when you Just send us your artwork (digitally or regular mail) and we will do the rest.
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If you are tired of wasting your time getting your material printed at your local
■ Public Speaking
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There is no excuse for not having enough business. You too can
Name:
be successful in a part-time or full-time direct sales business.
Sources: Address:
Reprinted with permission from: http://www.CreateACashFlowShow.com
Deb Bixler is a home business expert who specializes in teaching direct sales
consultants how to have a consistent cash flow from their home party plan City: State: Zip:
business. Deb retired from the corporate world and replaced her $80,000
year income with her home party plan business in only 9 months. Deb teaches
business systems and principles that will work for all sales companies regard- Phone: Email:
less of their product line. Learn more about finding an unlimited supply of
business leads at www.CreateACashFlowShow.com . Invite Deb to speak at
your next seminar: www.DebBixler.com . 717.751.2793. Information also provided by the Direct Selling
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September/October 2009 | Home Business ®

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 THRIVING IN
BUSINESSES & OPPORTUNITIES
E-Commerce
Five Tips to Generating More Business
Through Your Web Site with SEO and PPC
By Heather Lutze
M
ention the words SEO (Search
Engine Optimization) and PPC
(Pay Per Click) to most business
owners and you’re sure to either see blank
faces, or hear stories of frustration. Either
they don’t utilize these techniques for their
web sites at all, or they’ve handed their com-
pany’s web site SEO and PPC activities over
to an agency and have little idea what’s going
on with either, or they’ve “done it them-
selves” and had lackluster results at best.
This is unfortunate, because SEO and
PPC are important business-generating tools
for any web site. SEO refers to manipulat-
ing web site content in a way that improves
your chances of appearing on top of the
results page; whereas PPC allows you to
pay for an advertisement or sponsored link
to show up on the top results page, and you
are charged for each click. If you want to
get real results from your web site, use the
following five tips for generating more busi-
ness with SEO and PPC.
1. USE PPC FIRST TO FISH FOR KEYWORDS.
Fishing for keywords is a like throwing
a big net out into the ocean. The more nar-
row or refined the holes are in your net, the
better the quality of fish you’re going to pull
back. When you’re new to PPC and SEO,
you don’t know which keywords or key-
word phrase will work for your web site. At
this stage you need to balance the general,
obvious, and informational keywords with
the longer keyword phrases that will attract
customers who are ready to take action.
Therefore, start slowly with long keyword
phrases and then shorten your phrases over
time (open up the holes in your net) to let
“ The bottom line is that you don’t know what your company’s
findability is until you start throwing out that net and tracking
48 Home Business ®
your PPC results.
| September/October 2009
While SEO and PPC are in-depth and intense activities for a business
to undertake, they are the foundation of any good web site that
effectively reaches the company’s target market and coverts prospects
into paying customers.
more general traffic in. Over a testing period
of at least 30 to 90 days you can see a pat-
tern of which keywords give you business
and which are a waste.
The general rule of thumb is to start
with approximately 100 to 500 keywords.
As you see what works, you can narrow
your keyword list. Also, your number of
keywords depends on your industry, your
company, and the length of time you’ve been
testing keywords. Some companies who
have years of testing and research under
their belts have a finely narrowed list of
keywords, while others have a keyword list
in the hundreds of thousands. The bottom
line is that you don’t know what your com-
pany’s findability is until you start throwing
out that net and tracking your PPC results.
So don’t rush into a web site redesign or
other Web marketing activities until you
have tested in PPC. Know the keyword
phrases that result in business and bottom
line improvements.
2. APPLY YOUR TOP PERFORMING PPC
KEYWORDS TO YOUR SEO CAMPAIGNS.
Take the knowledge from your test peri-
od, which again is a minimum of 30 to 90
days, and apply what you learn about top
performing keywords to your SEO cam-
paigns. The goal is that you don’t waste time
and money on SEO terms that will never
help you. Therefore, as you analyze your
PPC information, look at which keywords
are getting clicks and which ones lead to
a conversion or a purchase. A conversion
could be someone downloading a white
paper, filling out a contact form, taking a
survey, etc. It’s some activity that gets people
” Continued on page 50
involved in your site. A purchase, as the
term implies, is when someone buys some-
thing from you. Find out how many clicks
it takes for someone to say “yes” to your
offer and make a buying decision. You may
find that it takes three to four clicks before
someone takes action.
3. CAREFULLY GROUP OR THEME YOUR SEO
KEYWORDS BY PAGE CONTENT.
The prime objective of SEO is to prove
to Google (or any other search engine) that
the content on your site is worthy to be
placed on the front page under a particular
keyword. “Worthy” means you have the
content on the page in such a fashion that
Google sees repetition of the keyword,
either in your text or in your code. This
proves to the search engine that you belong
under a certain keyword.
The challenge is that many businesspeople
have a fruit salad mentality. In other words,
even though each page of their site deals
with a particular topic or theme (and should
therefore have page specific keywords), the
keywords for every page are identical. This
confuses search engines because they don’t
know what you really are. As a result, your
site never gets found.
Rather than think “the more keywords
the better,” think in terms of compartmen-
talizing your keywords. So if one page
covers who you are as a company, that
page should only have keywords about
your company. Likewise, each product page
should have keywords that apply to that
specific product only. Those companies that
clearly define who they are by keyword on
a page-by-page basis win.
4. SUBMIT ONLY ONCE TO SEARCH ENGINES.
While Google and other search engines
will find some of your pages naturally, if
you want to be sure they find every page of
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BUSINESSES & OPPORTUNITIES
Continued from page 48

your site then you have to manually submit

it to them. However, you don’t want to
submit to them every day. Once they have
spidered your site, you don’t need to submit
it again unless you add a lot of new pages
or make significant revisions. Many online
submission tools sell the idea that you
should submit your site every day. Such an
approach only ends up frustrating Google
rather than helping your company. So let
the search engines know you’re there, but
don’t harass them.

5. GET GREAT INBOUND LINKS TO YOUR Your number of keywords depends on your industry, your company, and the length of time
WEB SITE. you’ve been testing keywords.
Google looks for two types of links. The
first is a non-reciprocating inbound link back to them — is the gold standard of the company or person. Such links are
from a reputable source, such as an industry links. It’s not an “I’ll scratch your back if good, although the search engines don’t
association, the Better Business Bureau, etc. you scratch my back” sort of arrangement, place as much value on them. Realize that
Since a link from another site is essentially and Google likes that. if you’re an authority you are going to
an endorsement, getting a link from a repu- The second type of link is a reciprocated link to others, and Google expects this.
table source — one where you don’t link link, meaning you link back and forth with However, when you have 800 reciprocat-
ing in every category under the sun, you
send a red flag that your site isn’t of value.
Any link you have needs to be appropriate
7 Ways to Recession-Proof Your Online Content and industry related; therefore, only link
to people and partners you know and that
With the downturn in the economy encompassing nearly every aspect of our
make sense for your site.
lives, companies are hunting for cost-effective, measurable solutions to generate
new prospects and customers. The goal is to recession-proof your web site’s online
content and marketing.
Jon Wuebben, author of “Content Rich: Writing Your Way to Wealth on the Web”
“ Rather than think
‘the more keywords the
(Encore Publishing) says there are 7 steps to follow: better,’ think in terms of
1. Embrace the Basics: Web Content 101. Take a look at your existing copy. compartmentalizing your
Perform some keyword research and use Google Analytics — how are visitors
making their way through the site?
2. Expand the Breadth of Your Content. Are you writing optimized press releas-
keywords.
MAKE YOUR WEB SITE WORK SMARTER
”
es? How about a newsletter? Do you have a blog? While SEO and PPC are in-depth and
intense activities for a business to undertake,
3. Create New Content Directed at Your Existing Customer Base. Building your they are the foundation of any good web
relationship with current customers is huge. Consider newsletters or email marketing. site that effectively reaches the company’s
4. Put Together a Content Distribution Strategy. Get your optimized content out target market and coverts prospects into
there. Use search engine optimization (SEO) techniques. Start blogging. If you paying customers. So whether you decide to
have a great product, consider an affiliate network. tackle the project yourself or hire an agency
to help you, use the above five tips for SEO
5. Leverage Your Content. Write a blog post, a press release, a web page, an and PPC so you can get the results you want
article, or a white paper, and then leverage it. It’s a great way to recession-proof from your web site.
your online content and marketing.
Heather Lutze has spent the last 10 years
6. Optimize Your Online Content for Social Media. What types of content are as CEO of Lutze Consulting — Search
hot on sites like Digg, Stumble Upon and Facebook? Submit this exact content Engine Marketing firm that works with
companies to attain maximum Internet
so you can get in the game and maximize response. exposure. As a nationally recognized
speaker and author, she is releasing
7. Make Your Content “Conversion-Friendly” — Ask for the Sale. Are the words the forthcoming book, “The FindAbility
“Order Now” next to your product? How about “Get Your Free Newsletter” now? Add Formula: The Simple and Non-Technical
Approach To Search Engine Marketing”
these calls-to-action so visitors will take a more active and involved approach. (Wiley and Sons) Spring, 2009. Heather
is a lead speaker for Pay Per Click Summit, and previously spent two
Jon Wuebben is a veteran copywriter, speaker, entrepreneur, and online marketing leader. The company he founded, years speaking for Yahoo! Search Marketing. For more information, visit
www.LutzeConsulting.com.
Custom Copywriting, is one of the fastest growing content providers in the industry (www.customcopywriting.com). “Content
Rich: Writing Your Way to Wealth on the Web” is his first book and is aimed at helping businesses write their own content and
For more information visit
learning the tricks of SEO copywriting and online marketing. www.contentrichbook.com
www.homebusinessmag.com and click the
E-commerce Channel.

50 Home Business ®
| September/October 2009 homebusinessmag.com
 Setting Up
Simple Financial
Management
MONEY CORNER

Don’t Launch Your Start-Up Until You Have the

Finances Under Control
By Nora Caley

S
ometimes you don’t need a lot of money business owner to
to start a business. What you need control how much
instead is good financial management. money the company If you know how much money your business is making and where the
If you plan carefully, control spending, and spends, and how money is going, that can help you estimate your future profits.
monitor the money that comes into your quickly the compa-
business and the money that goes out, you ny gets paid for the products and services it cial plan you will write.
can prevent a monetary emergency later. sells. Proper financial management will help If you didn’t write a business plan, or
Besides preventing disaster, there are other
you keep track of these important details. if the financial pages of your plan didn’t
reasons for sound financial management. If include a lot of specifics, then write a cash
you know how much money your business flow analysis for your business. Start with a
is making and where the money is going,
that can help you estimate your future “ … make sure
you separate your
spreadsheet. If you have Microsoft Excel, set
up a spreadsheet in which the column head-
profits. By making accurate projections, you ings are months, and the rows show money
will be able to decide whether you should in and money out.
expand your business. Your well-organized business funds from The first row should be Cash On Hand.
and accurate financial records might help That’s your starting point, the money you
your personal funds.
you get a loan or other funding.
Financial management also makes it easi-
GETTING STARTED
er for you to pay taxes. If you are a sole pro-
” have in the business checking account. The
next few rows could have titles such as Cash
Sales, Collections from Credit Accounts,
prietor or you are self employed, you don’t First, make sure you separate your busi- and Other Cash Injection. On the bottom
get paychecks with taxes withheld. Instead, ness funds from your personal funds. That of that section, put a row called Total Cash.
you have to pay estimated taxes four times means different credit cards for your busi- This section shows cash you actually have,
a year, and financial management makes it ness and your household, and separate not customers’ payments that you expect
easier to figure out how much to pay. checking accounts. will arrive in the mail or be deposited into
Another reason to maintain good finan- If you have written a business plan, you your account soon.
cial management is the analysis helps you might already have a projection of your The next rows show the cash paid out.
see whether your business is succeeding. business’s income and expenses for at least These rows include purchases of raw mate-
Sometimes when a business fails it’s not due the first year. You can use this part of your rials or ingredients, office supplies, advertis-
to a lack of sales, but the inability of the plan as a guide for the more detailed finan- ing, gas mileage, shipping, and other catego-
ries. Don’t forget to include loan payments,
credit card fees, and checking account fees.
Managing the Bad News On the bottom of this section, put a Total
If your financial management indicates you’re running out of cash, don’t take Cash Out line. Click on the “sum” icon to
money out of your savings and bail out your business. Not only do you need to keep insert a formula into the cells on the bottom
your business and personal accounts separate, but you might not be helping your of each section, and the cells to the right of
business long term by loaning it more money. the columns, so that you can see running
totals.
Instead, try to find a way to increase sales and to lower costs. Consider getting
rid of excess inventory at bargain prices. Offer a free hour of your service with every HIGH TECH SOLUTIONS
project. These tactics can help you raise cash until you figure out what went wrong The drawback of using a simple spread-
and how you will fix it. Are you offering a product that’s not much different from that sheet program is that you need to manu-
of your competitors? Is your service seasonal, and you didn’t plan for the off sea- ally input every item. For example, you will
drive your vehicle many times to deliver
son? Are you using a credit card that charges high fees?
items or pick up supplies. You can total the
Your financial management might show you that you are selling enough product, cost of these trips on another spreadsheet,
but you just aren’t getting paid quickly. One way to fix this cash flow problem is to or with a calculator and a piece of paper,
set up your business so that you can accept credit cards. That way you can get a and then input the total for the month. You
deposit, or even the whole payment, before you deliver. Contact the e-commerce or must stay on top of every payment and
every expenditure and be sure to type it into
merchant services department of your bank for more information.
the correct box every time.
Continued on page 54

52 Home Business ®
| September/October 2009 homebusinessmag.com
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 Setting Up Simple Financial
Management
Continued from page 52

Your credit card and your bank might

help. When you shop for a business check-
ing account, see if you can get one that
MONEY CORNER

offers you online banking. You should be

able to go online and check the balance of
your account and see which checks have
cleared and which payments have been
deposited to your account. You can also
look at your credit card balance and make
a payment. Some banks provide summaries
so you can see how much money you spent
on each category. Also you can connect
the online banking feature with personal
finance software so that you don’t have to
input all the data.
Personal finance software is available for
less than $100. You can download the pack-
age online, buy the CD ROM online and
have it mailed to you, or buy a package at
an office supply store.
Quicken offers a software program called
Home & Business. You can access your bank
account and automate certain processes such
as paying bills. The software also helps you If you know how much money your business is making and where the money is going, that
categorize your spending, so you can track can help you estimate your future profits.
where to cut back, if necessary. The software
lets you choose from many different cat- Profit and Loss section, where you can see the profit you will make next month.
egories, such as Biz Supplies or Biz Utilities: how much money your business made this For more information, visit http://quick-
Telephone or many others. There’s also a month, compare it to last month, and project en.intuit.com/ and under Products and
Services, click on Home & Business.
Microsoft stopped making its Microsoft
Money package, but offers an online ser-
vice. The site, http://businessonmain.msn.
com has free templates of charts. If you
have Microsoft Excel, you can download
a chart and fill in the cells yourself. There’s
the Accounting Ledger, which has columns
with headings including Date, Account,
Description, Withdrawal, Deposit, etc. The
bottom of the chart shows the current bal-
ance.
Another free template is the Small
Business Cash Flow Projection. You can
input amounts for Cash Sales, Collections
on Accounts Receivable, and others for the
Cash Receipts section. Under Cash Paid Out,
there are spaces for Advertising, Contract
Labor, Purchases for Resale, Travel, and oth-
ers. When you input the dollar amounts, the
program draws a line graph so you can view
your company’s financial ups and downs,
month to month.

Home Business Mag, 20664 Jutland Place, Lakeville, MN 55044
Order Online: www.homebusinessmag.com (Click Print Advertising Channel)
Or Call: 800-734-7042 Or Fax: 714-388-3883
PAYING TAXES
One advantage of keeping tabs on every
financial detail is that it makes it easier
to fill in the blanks at tax time. Home &
Business keeps a tally of your deductions,
which will help you fill out your Schedule
C, Profit and Loss from a Business. That’s
especially true if you use Quicken’s other

54 Home Business ®
| September/October 2009 homebusinessmag.com
 “ You must stay on
top of every payment Cleanout Foreclosures
and every expenditure Turn a truck, some tools and some
and be sure to type it cleaning products into real money!
Your book is phenomenal!
into the correct box It contains all the important
info my partners & I were
every time.
software, TurboTax.
” t u
plet
Com Manual
p
e

e
,
s
Star th Busin sional
s
looking for. Your decision
to share your years of
experience with us will save
our company from making
There are other tax packages, such as i es
CD w nd Prof costly mistakes. I like the
H&R Block Tax Cut (www.hrblock.com, sa g
etin way you’ve organized the
click on Software), TaxACT (www.taxact. Form Mark ials chapters to show what to do
er
com) and CompleteTax (www.completetax. Mat from beginning to the end
com). If you’ve been managing your financ- Start your own
of the job. The sidebars are
es all year, that will make using these pack- recession-proof fun & informative.
ages a little easier. For example, when the business today! – Linda M., Arizona
tax software asks how much you spent on
advertising last year, you can just look it
Make big money cleaning out and maintaining The manual was a big help
in starting my business,
up on your spreadsheet, or in your online foreclosures. Step-by-step you’ll learn how to: as of today I have my sixth
credit card statements, or in your financial t Start your business regardless of age, gender, or background... job (work order) and two
software. The tax software fills in the IRS t Begin using just basic tools you probably already have... national clients.
forms so you can print and mail them, or t Build your income limited only by how hard you want to work!!! – Shawn T., Ohio
file electronically. Perfect Full-Time, Part-Time or Home Based Business
Visit www.irs.gov for more information
about tax forms and estimated tax payment ZZZFOHDQRXWIRUHFORVXUHVFRP‡
deadlines. Author J T Stewart shares the secrets of his start-up and 10 years of success.

HIRING A TRAINED PROFESSIONAL

If you need extra help, you might want to
hire a certified public accountant (CPA) or
a bookkeeper. CPAs and bookkeepers have
different skills, so do some research to figure
out which you need. A CPA will charge a
higher fee, but might have more expertise
or find more deductions. If your taxes are
fairly simple, you might be able to hire a
bookkeeper instead. You don’t need to add
an employee. You can hire the person as a TWITTER
YOUR
MARKE
TING! -
329+ HO
contractor, and only temporarily.
Pg. 32

ME-BA
SED BU
SINESS
ES INSI
Home DE!
Don’t just find a name on the Internet.
-Based
Busin
ess &
Oppo
rtunit
y Ma
gazin
e

Ask your banker, your small business net- AUG UST

200 9

working group, and your lawyer to refer Succes

s
someone. If you do hire someone, be sure Profiles
:
Marc Lyne
Dave Ingra and
launched m

$19 Brownboo
a globa k.net,
businessl online

to have your documents and your charts in

directory.

order. If you’ve been handling your financial $29

management, this should be easy. As with R A IS E M O
many other small business details, a little N EY O N LI
HBM_
Proce Augus
t09_C
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Cyan overF
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on the ngIntGroups,
preparation can help you avoid panic later.
ONE
130
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ernet. – Pg.
48

6/5/09
1:52
1
PM

Nora Caley is a freelance writer based

in Denver. She specializes in busi-
ness articles.

For more information visit

For faster service, call (800) 734-7042 to subscribe or fax your order to 714-388-3883
www.homebusinessmag.com and click the $20 $40

Money >> Money Management Channel. Order Online at www.homebusinessmag.com. Click on the "SUBSCRIBE" button.

September/October 2009 | Home Business ®

55
 RAISING Quick
Financing IN THE
CURRENT ECONOMY
MONEY CORNER
Small Businesses and Contractors Have
Sources to Raise Financing to Launch a Part-
Time Start-Up
By Chris E. Talis, CPA, MBA and Senior Partner at
Hedgerow Mergers Acquisitions
A
n economy in turmoil, such as the one
we are in today, creates tremendous
challenges to raise capital: the life blood
of any business operation. This has brought
fear throughout the marketplace, which, in
turn, creates further uncertainty. Government
intervention has created some temporary relief,
but will its programs spur a rebound and will
its effects be felt in the near future?
In the meantime, starting a home busi-
ness part-time around a day job may be the
answer. With a part-time home business, one
doesn’t have time to put together a financial
plan and spend time locating funds. In times
like this, the focus should be on obtaining
easy financing, small amounts, from under
$5,000 to $10,000.
TIGHTENED LENDING
There has been a significant tightening in
the lending environment as a result of this
economic contraction. Whatever lending is
going on today seems to be focused on larg-
er firms, but in reality the lending problems
affect all businesses; most notably small
and part-time businesses and independent
contractors that don’t have as many options
for raising required capital as larger publicly
traded companies possess. When small and
part-time home businesses and independent
contractors need to make required pur-
chases, hire qualified staff, or make capital
expenditures, where can they turn to receive
access to the funds they require?
In order to create an environment to begin
some sort of recovery, banks will need to ease
their lending requirements in order to help
alleviate the credit crunch currently being
felt. Because the small and part-time home
business owner will play a vital role in this
recovery, it is important that there is a con-
certed effort to boost consumer confidence
and increase incentives for the entrepreneur.
Government policies must also encourage
In times like this, the focus should be on obtaining easy
“
financing, small amounts, from under $5,000 to $10,000.
56 Home Business ®
| September/October 2009
It is important for small and part-time home business entrepreneurs
entrepreneurship. to be creative and seek every available source of financing to keep
These policies must their business flush with cash during difficult times.
promote innova-
tion, provide capital, and spur employment. are unsecured loans and should be used only
Until these government policies and pro- for short-term credit purposes. One’s busi-
grams are implemented, it is important for ness card should be a separate credit card
small and part-time home business entrepre- from one’s person credit card. It is impor-
neurs to be creative and seek every available tant that any business owner speak to their
source of financing to keep their businesses financial advisor to make sure that whatever
flush with cash during difficult times. Here choice they make is the correct one for their
are some of the available options the entre- unique situation.
preneur should consider.
4. ASSET BASED LENDING
1. FRIENDS AND FAMILY Some banks will lend monies based on a
Many times the simplest way to raise company’s assets. Whether it is equipment,
capital is to go to friends and family and ask real estate, inventory, accounts receivable,
them for help. It may be a short-term loan; or vehicles, banks will lend using the com-
it may be to make an equity investment in pany assets as collateral. The advance rates
your business. If you would like their dol- will vary usually based on liquidity of the
lars in the form of equity but would not like assets (accounts receivable and inventory
them to have any sort of voting power, per- being more liquid and therefore would have
haps you can create a second level of stock a greater advance rate), and the cost to this
(preferred stock, for example) which would type of financing can be costly as well as
give them preference should the company the reporting requirements being somewhat
need to liquidate but no voting rights. Don’t cumbersome.
go beyond those whom you know will give
you a yes and a small amount. Creativity and resourcefulness are para-
mount during times of economic hardship,
2. USING PERSONAL ASSETS SUCH AS and it is vital that you use all available sourc-
HOME EQUITY AS COLLATERAL es to keep your small or part-time home
Many times small and part-time home business flush with cash while the govern-
business entrepreneurs in need of immediate ment attempts to create programs designed
capital will borrow from their home’s equity to ease the lending environment and
until traditional financing sources become improve our economy’s conditions.
available again. This can be a precarious
choice in that you are risking the home to Chris E. Talis, Hedgerow founder and Senior
Partner, holds an MBA in finance and
benefit your business, but many times it is taxation, and is a New Jersey licensed
the only choice. Be careful. They can be easy Certified Public Accountant. He has person-
ally refinanced troubled companies, directed
to obtain with little hassle, but set a maxi- a management buyout and his diverse
mum amount to draw from home equity. background includes business consultancy;
Budget carefully. debt and equity placements; business valu-
ation; mergers, acquisitions and divestitures;
financial analysis; succession planning; and
3. CREDIT CARDS exit strategies. For more information: www.hedgerowma.com.
Credit cards are very costly, but in reality
For more information visit www.homebusi-
nessmag.com and click the Money Corner >
Raising Money Channel.
”
homebusinessmag.com
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 Getting Started as a Consultant
Continued from page 25

Establish a schedule for the work to be

performed that takes into consideration any
needed review cycles, turnaround time for
project components, and the travel and holi-
day plans of all participants. Nothing makes
a consulting assignment turn sour faster
than missing important deadlines.

STEP 6: COLLABORATING OR
SUBCONTRACTING WITH OTHERS
As your consulting career advances, you
F E AT U R E

may discover possible contracts that are

larger than you can handle alone. This can
be an opportunity to expand your consult-
ing business.
You may be able to collaborate with one
or more colleagues to deliver the contract
together. For example, a marketing consul-
tant might bring in a web designer, photog-
Speaking at professional meetings and conferences will add to your credibility and can often
rapher, and copywriter to produce a web site lead directly to consulting offers from people who attend your talks.
for his or her client.
ments can lead to additional income, as you cess is to establish yourself as an expert in
typically charge your client a higher fee than your field through public speaking and writ-
Nothing makes a
“
consulting assignment
what you pay your subcontractors.

TIPS FOR LONG-TERM SUCCESS

ing articles about your specialty. Speaking at
professional meetings and conferences will
add to your credibility and can often lead
One of the biggest challenges for most directly to consulting offers from people
consultants is the “feast-or-famine” cycle. who attend your talks. Publishing articles in
turn sour faster than At times you may be so busy you feel over- trade journals and web sites that serve your
worked, and at other times you may have no target audience will build your name recog-
missing important work at all. This leads to wide fluctuations nition and provide compelling new elements
in income, and can also be quite anxiety- for your marketing kit.
deadlines.
” provoking.
The best way to avoid having to worry
where your next job will come from is to
Consulting can become a lucrative perma-
nent occupation, or simply serve as a bridge
In some cases, you may wish to have your keep your marketing pipeline full. Even between salaried positions. Consulting con-
colleagues contract with the client directly, when you are busy working on a contract, tracts sometimes turn into full-time job
but you can also hire them as subcontrac- allow some time every week to nurture your offers, once an employer gets to know what
tors. You would hold the contract with the network of contacts. Don’t wait until you you can do. The choice is ultimately up to
client and receive payment for the entire are unemployed again to get back in touch; you.
project, and your colleagues would receive by then it will be too late. If you enjoy the security of a steady
payment from you. Subcontracting arrange- Another avenue to ensure long-term suc- income and the comfort of not having to
constantly market yourself, you may wish
to leverage your consulting experience back
Elements of a Successful Consulting into a full-time job. But if you prefer the
Engagement freedom, flexibility, and autonomy of run-
ning your own business, and the potential
1. Good fit for your skills. The best assignments are ones where the work closely for a higher income, then consulting may be
matches your capabilities. Consultants are expected to arrive with the necessary the ideal long-term career.
experience, not to learn on the job.
C.J. Hayden is the bestselling author of “Get
Clients Now! A 28-Day Marketing Program
2. Adequate compensation to do a superior job. It may be tempting to reduce for Professionals, Consultants and Coaches.”
your fee to land a contract, but don’t lower your price so much that you’ll have to Since 1992, C.J. has been helping self-
skimp on producing results. employed professionals make a better living
doing what they love. Thousands of profes-
3. Generation of referrals and repeat business. When you do good work and are sionals have used her simple sales and
marketing system to double or triple their
paid appropriately, you’ll land more contracts that will lead to the same. If your work income. “Get Clients Now!” is more than just
is substandard, you won’t get referrals. If you work too cheaply, you’ll get referrals for a book; it’s a complete support system for marketing your business. To
find out more and get a free copy of C.J.’s special report Five Secrets to
more low-fee work.
“Finding All the Clients You’ll Ever Need”, visit www.getclientsnow.com.
4. Enjoyable work environment. Consulting allows you to choose your clients; don’t
feel you have to accept every offer. If you lock yourself into work you don’t enjoy, you For more information visit
won’t be available for more rewarding jobs. www.homebusinessmag.com and click the
Businesses > Consulting Channel.

58 Home Business ®
| September/October 2009 homebusinessmag.com
 Do you think this mother really wants to leave her baby with a babysitter; not knowing for sure if her baby will be treated right?
Do you think she’d be interested in a simple hidden camera system that would reveal to her exactly how her baby is being treated?

Doo Youu Wantt A Piecee off thee

Millionss off Dollarss Beingg Spentt
On Hiddenn Cameras,, Nannyy
Camss andd Surveillancee
Systemss Everyy Year??
These Are the Perfect Products for A Bad Economy!
People Associate Bad Economic Times With A Rise In
Crime and They Look For Ways to Protect Themselves
and Their Property. Now YOU Can Help People
Protect Their Homes, Businesses and Family…Plus
Put 1,000’s of Dollars In Your Pocket Every Month!
In the past, surveillance equipment was only used by the government and private employees to baby sit, no face to face selling, no stress, no fuss, no bother. If you
investigators. But now more and more people are finding a need for this want big money but also lots of freedom, then you MUST turn your attention to
specialized but easy to use equipment. Internet Marketing. Don’t worry, we will teach you how to sell on the Internet.
Fifth...Our reputation for fair-dealing, quality and service stands behind you.
Millions of people are using nanny cams to check on their babysitters, surveillance
I started small, off a card-table in my house! Over these 20 years, I've seen a lot of
cameras to keep an eye on their homes and businesses and hidden cameras to catch "operators" come and go....sell cheap; imitation products that don't work right...
theft, abuse and infidelity. No other method can give you the undeniable proof or then disappear. Safety Technology has been in business for over 20 years. We
evidence that a surveillance camera can. stand behind all our products and fully guarantee them.
In this business, you can take real pride in the fact that you protect property and Sixth...Exceptional Dealer Service and Support Our phone lines are manned
lives for a living. That you provide peace of mind and real security. That you earn 9:00 AM to 5:00 PM, Monday through Friday, by people right here in my office,
your money by helping people make their lives, homes and businesses safer. who are really knowledgeable about our products and who want to help you.

This is a very, very, very PROFITABLE business. In fact, I'm happy to show you
how to add a few thousand dollars a month of spare time income, if that's what
you want...or how to make $10,000.00 a month, $20,000.00 a month, even
$50,000.00 a month. Our top dealers enjoy GIANT incomes --- with far less work,
stress and investment than owners of other kinds of businesses.
Most people are "under-protected" and admit that "they ought to…" as soon as
these products are put in front of them. A lot of our products are "Impulse Items",
purchased as soon as shown and explained. Like the Wrist Watch or Ball Point
Pen Hidden Cameras and built in Digital Video Recorders. You can view the
video on your TV or Computer. We also carry a full line of non-lethal self defense
products, such as: Stun Master® Stun Guns, Pepper Shot® and Wildfire® Pepper
Spray, the new C2 TASERS®, Mace®, Personal Alarms and more.
The current economy is not helping people feel more secure. Safety is on peoples’
minds. There's a legendary marketing expert named Robert Collier who says that
the secret to success in selling is to "enter the conversation already taking place in
the customer's mind." Well, is there a day that crime isn't in the news?
Child abductions, nanny and babysitter abuse, theft, assaults, car-jackings, break-
ins and home invasions. As soon as you bring up the subject of personal and home
security, you tap into real concerns.
6 Reasons To Join Safety Technology
First...Drop-Shipping This means we will ship to your customers with your
name and address on the shipping label. You don’t have to stock anything. You
are paid by your customer before you have to pay for any product. You can sell
hundreds of products without any upfront costs.
Second...Professional Catalogs We employ a team of mail-order experts to
design and periodically re-design our two full-color, professional catalogs...one for
personal and family self-defense products, the other for "spy equipment" and
home and business security products. These catalogs are available to you without
our company name or identity on them. They give you instant credibility and a
Giant Warehouse Source of over 500 products.
Third...Our Unbeatable Prices You get maximum profits from Safety
Technology and true wholesale prices. Safety Technology manufactures many of
the products and is also a major importer. So, you get the best prices!
Fourth...at your option, a Complete "Web Site Super Stores" Business No
other means of making big money lets you keep your freedom. With my web site
Super Stores, you are never chained to a store counter, your time is your own,
there's no handling or shipping of product, no inventory gathering dust, no
You came this far. You read this information; you demonstrated sincere desire for
success in a good, profitable business of your own. Now - don't wimp out!!! The
temptation is to procrastinate, to waffle, and to "think it over". But what is there to
think over? Do you want success or not? Act NOW!
There’s a big demand for these products.
I know! I’ve been doing this for over 20
years. No one knows this business better
than I do and I will teach you. Join me!
Founder and President of Safety Technology
"Setting up an online business through Safety Technology was the best decision we
ever made. We have grossed over $3,000,000.00 in ONLINE sales." Steve
Thibeault, www.tbotech.com and www.hiddenpinholecameras.com
“In just nine (9) months, my sales are over $10,000 a month. If you are
determined to succeed, and willing to follow Michael Gravette’s plan, then, you
too can be successful at this business. I am thrilled to be part of Safety
Technology.” David Brackman, www.selfdefenseatl.com
HOW TO GET STARTED
Please order our Wholesale Kit for $5.00. When you do, I will
send you our 24-page, self defense products color catalog plus our
32-page hidden camera, spy & surveillance systems color catalog
plus a FREE report on 12 ways to sell our products plus a FREE
report on Selling on the Internet and our confidential Wholesale
Prices. REMEMBER…WE WILL DROP SHIP FOR YOU!!!
4 Ways to Order the $5.00 Wholesale Kit with Catalogs/Prices
1. You may order by calling our secure order line 24 hours a day:
(800) 983-0289 EXT 1
2. You may order by faxing your name, address, and credit card
number and expiration date to: 904-720-0651
3. You may mail a check or money order for $5.00 with your
name and address to: Safety Technology, 1867 Caravan Trail
#105-B, Jacksonville, FL 32216
4. Or, order from our web site and see all our products at:
www.tbdm.com
 Recession Survival:
GET A NEW BUSINESS
TPLUGGED-IN
ECHNICALLY
HOME OFFICE

Software and Technology Tools That Make

a New Start-Up a Breeze
By Gregory Grabowski, PE, LEED AP

With minimal time and expense, you can set up a home office
operation with enough power and capacity to work the business part-

W
e’ve all started with the same ques-
tion — How do I get my home
business off the ground when I
have to pay the bills? The bald facts are that
most of us will have to have two jobs for
a while; our Day Job, and what ultimately
will be our fulfilling home business. With a
little planning and a lot less money than you
think, you can begin building your home
office infrastructure while sneaking it around
the day job. Let’s see how.
office tools which time in the evenings to get things started.
are compatible with
your customer base, so we’ll spend some
time talking about your options. I recom-
mend the Microsoft© Office Standard 2007
Suite of tools along with basic publishing
and accounting applications.
“ … you’ll need
basic software and
service document development with spell
check, archiving, and a full suite of fonts
and colors. I’m using Microsoft-Word™ to
type this article. For basic number crunch-
ing, graphs, charts, and database operations
you will need Microsoft-Excel™. This is
where I spend the most of my time as I do
not use a dedicated accounting application.
I create invoices with it; use it to estimate

YOUR PC IS PROBABLY POWERFUL ENOUGH

office tools which are jobs, as well as to track time and materials.
It is an outstanding tool in every respect and
You probably already have a home PC compatible with your the new home business owner will do well
and it works fine for what you need — but to learn its power. Microsoft-PowerPoint™
customer base.
will it stand up to the demands of a home
business? It’s so easy to be lured into invest- ” is a presentation tool that is the standard in
the industry. You will use it to make flyers,
ing into a top of the line machine for a home business graphics, and presentations. When
business, but do you really need to sink MICROSOFT OFFICE© FOR THE BASICS you are a bit more of an expert you can
that expense right at the beginning when Let’ start with Microsoft© Office Standard use it to publish web pages and keep your
funds are tightest? You likely already have 2007, which can be purchased online for clients fully up to date on your products
everything you need! With minimal time about $250 and is filled with powerful office and services.
and expense, you can set up a home office applications. This includes Word™, Excel™, Finally, and most importantly to keep
operation with enough power and capacity PowerPoint™ and Outlook™. If you are connected to your clients, vendors and sup-
to work the business part-time in the eve- not familiar with these basic tools, go to pliers, you will need Microsoft-Outlook™.
nings to get things started. First, find a quiet your local library and check out a training This e-mail, Personal Information Manager
space that can be easily dedicated for your video or book this weekend! Like it or not, (PIM), and business contact tool can inte-
home office use so you can take advantage they form the basis of office documentation grate with your Personal Digital Assistant
of potential tax advantages. worldwide and you will need them. (PDA) like a Blackberry™ or Palm Pilot™
Next, you’ll need basic software and With Microsoft-Word™ you get full to eliminate any more lost contacts or
e-mails. I have over 4,600 contacts in my
Microsoft-Outlook™ database, and all are
Inexpensive Home Office Networks replicated onto my Blackberry™ so they are
with me when I travel or am working away
So you have a couple of PCs and printers and you want a home network? The path from my home computer.
to network nirvana is straightforward! Most Microsoft operating systems support basic
home office networking. SMARTPHONES AND PERSONAL DIGITAL
In my home office I use a wireless router ($120) which connects my computers, ASSISTANT (PDA) — KEEPING YOUR
laptop and printers vie either Ethernet cable (looks like a telephone jack, but different) INFORMATION ON HAND
or Wireless Fidelity (WiFi’s IEEE 802.11b protocol) in a Local Area Network (LAN). I Now that we’re talking about it, the
use my laptop in the backyard while enjoying the sunset and can surf the Internet, view options for PDAs today are numerous and
my faxes, send e-mails, and print wirelessly to one of my home printers. Don’t get too powerful, but you don’t need one to get
wrapped up in the technical jargon, just go to your local electronics or computer store started, especially if you work from home
and tell them what you are trying to do. Most reputable retailers will provide you with the most of the time. However, an integrated
basic components and technical assistance to get up and running in a few hours. PDA with e-mail and cell phone, called a
Smartphone, is essential when starting a
home business so that you can leverage
Continued on page 62

60 Home Business ®
| September/October 2009 homebusinessmag.com
 Get a New Business Technically Plugged-In
Continued from page 60

your day job hours (lunch, commuting on our systems to automati-

the train, etc). I use a Blackberry© (www. cally back-up our busi-
blackberry.com) Smartphone and have for ness data online in secure
years. Other vendors include Nokia (www. and accessible archives.
nokiausa.com), Palm Computing (www. In order to reduce ini-
palm.com), and Apple’s iPhone (www.apple. tial costs for starting up
com/iphone). Please though, do not use your a home office, I recom-
HOME OFFICE

PDA or cell phone while driving — your
family and your business depend on you
and your safety.
MONEY, MONEY, MONEY! (ACCOUNTING
APPLICATIONS)
If you are going to bill someone, pay
someone, track time, monitor your receiv-
ables, communicate with your bank, and
otherwise understand if you are making
money or not you will have to have a basic
accounting application that is designed
for the small business. Some options are
Peachtree© Accounting (www.peachtree.
com) and QuickBooks™ by Intuit© (quick-
books.inuit.com). They both list for about
$200. Check out the web sites and compare
the features to tailor them to what you need.
Don’t buy more than what you need right
now — you can always upgrade later.
DATA IS THE LIFE OF YOUR BUSINESS
Today’s high speed technologies enable
mend the use of online
backups. For about $5 a
month, you can have all of
your data encrypted and
backed up in a server farm
away from your home. If
your PC or Laptop should
crash or be stolen, your
data can still be accessi-
ble and intact. The online
backup services available
today are too numerous
to mention, but if you
do your research and test
them out you will find
that these services are
secure and reliable. Many
offer free trials — take
advantage of them!
VIRUS, VIRUS EVERYWHERE!
Protect your system’s Protect your system’s data integrity by the disciplined use of
data integrity by the disci- up-to-date anti-viral software.

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AT HOME BUSINESS MAGAZINE ONLINE
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“Home Business Magazine ONLINE – Where Home Business and the Internet Connect”TM

62 Home Business ®
| September/October 2009 homebusinessmag.com
 “called
… an integrated PDA with e-mail and cell phone,
a Smartphone, is essential when starting a
home business so that you can leverage your day job
hours (lunch, commuting on the train, etc).
plined use of up-to-date anti-viral software.
Two excellent applications most commonly
used are Total Protection™ by McAfee
(www.macafee.com) and Norton 360 by
Symantec (www.symatec.com). Both of
these robust applications provide 24x7
protection for your PC and e-mail applica-
tions from virus infections, spyware, and
spam, and they offer quite capable firewall
and intrusion detection capabilities. Both
are available in home office versions for
about $80.
JUST THE FAX
There are very reliable and cost effec-
tive services that will route your incoming
fax to you as a portable document format
(.pdf) file directly to your e-mail for view-
ing anywhere you are. These services are
referred to as “Internet Fax” and for less
than about $20 a month you can get a
dedicated local or 800 fax number that
all your clients and vendors can “send” to.
” THIS IS ABOUT GETTING STARTED
Your fax is then electronically forwarded
to whatever e-mail you desire and is view-
able just like a scanned document. Some
well known providers are eFax (www.efax.
com) and MetroFax (www.metrofax.com).
Take a look and compare features and
prices and select one for you.
AVOIDING VOICE MAIL HELL
You don’t like voice-mail-hell and nei-
ther do any of your clients or vendors.
The goal is to keep it simple, but separate
and more professional than your home
voicemail system. Again, here I advocate
an online system to keep your initial costs
and headaches low (about $30 a month),
as well as present your clients and vendors
with the most professional (and easiest)
voicemail system. These online voicemail
services are sophisticated enough so that
when your home office phone doesn’t
pick-up the call is automatically routed
to any other number you choose. Try the
online Voicemail demos at eVoice (www.
evoice.com) and eFax (www.efax.com),
and check out what the latest technologies
can offer you.
The basics listed in this article are just
enough to get the computing infrastructure
of your home business started while you
continue with your day job to pay the bills.
As your home business grows and you con-
sider going full-time, then you might eventu-
ally consider upgrading the home office as
necessary to keep pace with your business.
But don’t sweat it — you probably have all
the basics already!
Gregory Grabowski, a registered Professional
Engineer and reserve Naval Officer, focuses
his Project Management talents to design
and build facilities for corporate and govern-
ment clients worldwide. His professional
experiences have taken him to six of the
seven continents. He resides in Southern
California and enjoys adventure sailing.
For more information visit
www.homebusinessmag.com and click the
Home Office >> Office Technology Channel.

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1-800-422-8049
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September/October 2009 | Home Business ®
63
 COVER YOUR
Legal
BASES
HOME OFFICE
Even if Just a Part-Time Business, it Makes
Sense to Use a Legal “Professional”
By Jim R. Sapp
W
hile you may be able to handle
most of the issues that will arise in
a new part-time business, you will
want professional assistance for more com-
plex legal issues. Even the smallest businesses
need legal advice from the beginning. Don’t
wait until you have a legal problem to look
for an attorney.
SELECT ON PROCESS
Use a two-step approach to find a good
attorney. First, carefully select a firm by get-
ting personal references and then examining
the firm’s web site. The web site can give
you information on that particular firm’s
areas of expertise and their specialty. Also
contact state bar associations to check an
attorney’s bar certification.
You don’t have the time or money to pay
someone to learn about your specific indus-
try, so find a professional who is servicing
your business sector already. If your com-
pany is highly specialized, a business trade
publication may list professionals who will
understand your specific needs.
Second, when you have settled on one
or two law firms, conduct a face-to-face
interview with the candidates before you
hire. Interview the specific individuals who
will service your business and are close in
proximity. Ask questions, such as where
they went to school, what their expertise is,
and if they have experience in your industry.
Other good questions include:
■ What is your hourly billing rate?
■ How often do you increase your rate?
■ Can I talk to one or two other small
business people you work for?
■ What types of work do you most enjoy?
You should do as much for your part-time business as
“you can yourself; however, a lawyer should review the
complex issues.
” Management >> Legalese Channel.
64 Home Business ®
| September/October 2009
Many times, the problems that businesses encounter could have been
avoided by getting the appropriate legal advice beforehand.
Make your final selection carefully. It is
expensive to switch law firms!
ISSUES AN ATTORNEY CAN HELP YOU WITH:
You should do as much for your part-
time business as you can yourself; however,
a lawyer should review the complex issues.
To begin, write a list of exactly what you
want the attorney to do for you.
CHOOSING A BUSINESS STRUCTURE
An attorney with small or home busi-
ness expertise can assist you in selecting the
structure for your business: a sole propri-
etorship; partnership; a corporation; or a
limited liability company (LLC). An attor-
ney can also help you complete the neces-
sary forms to incorporate your business.
Further, it’s important to have the name and
address of an attorney for a loan document
or any leases you need to have reviewed.
SAFEGUARDING INTELLECTUAL PROPERTY
An attorney can also help you safeguard
your intellectual property, and reserve
your own Internet domain name, copy-
rights, trademarks, and patents. An attor-
ney can also help you to avoid violating
other companies’ copyrights, trademarks,
or patents.
CONFLICT MEDIATION
An attorney can also help you mediate
conflicts with consumers and with vendors
before they become expensive litigation or
before relationships with them are beyond
repair. An attorney can also advise you on
how to handle potential claims and avoid
lawsuits.
REVIEWING OF CONTRACTS/AGREEMENTS
An attorney can review contracts and
agreements drawn up for your work as
an independent contractor or to subcon-
tract work out. Prior contracts with former
employers can also be reviewed to ensure
you are free of any non-compete agreements
that you may have signed.
PAYING ATTORNEY FEES
Attorneys make their money by invoicing
you. Most business owners can do about
eighty percent of the work themselves and
hire a lawyer to do the rest.
While there are many exceptional law-
yers, their images precede them for a reason.
Do not use a “superstar” firm or any firm
with more than six to eight attorneys; you
cannot afford their rates. Select a small-
er firm or a one-person office, preferably
someone who has expertise in your area
of business. Go in and say, “I am starting
this part-time company and here is what
I want.” Have officers, stakeholders, and
addresses all written up. The more prepara-
tion you do, the lower your cost will be.
Many times, the problems that businesses
encounter could have been avoided by get-
ting the appropriate legal advice before-
hand. The advice of an attorney can also
save time and money.
Jim R. Sapp is an international business
consultant and speaker with more than 25
years experience as a business owner and
entrepreneur. He is founder and director
of the American Small Business Institute,
and recipient of both the “Entrepreneur of
the Year” award and “Blue Chip Enterprise
Award” for inspirational achievement in busi-
ness. His book “Starting Your First Business”
is available from www.sappbiz.com or by calling 800.570.5436.
For more information visit
www.homebusinessmag.com and click the
homebusinessmag.com
 Counter-Intuitive
Time
Management
HOME OFFICE
Innovative Techniques to Tame a Never-
Ending Start-Up To Do List
By Linda Walker
T
he absolute BIGGEST challenge that
entrepreneurs, artists, authors, and
other creative geniuses that come to
me for help is productivity. Some know they
need help with time management techniques.
Others are struggling, but they haven’t dis-
covered that poor time management is the
source of their frustration.
By asking a few questions, I zero in on the
source of their misery, and evaluate whether
they can benefit from the special time man-
agement techniques I teach. I just look for
certain things they have in common.
Four Things All Entrepreneurs, Authors,
and Other Creative Geniuses That Need
Time Management Help Have in Common:
■ They are amazingly creative yet they feel
like underachievers because even though
they generate brilliant ideas with jaw-
dropping ease, they struggle to act on
them.
■ These “live-wire” geniuses are adventur-
ous, ambitious, and energetic. They’ll
start a hundred projects, but then bog
down because of indecision, procrastina-
tion, or a feeling of being overwhelmed.
■ They search relentlessly for new time
management tips and try anything to
improve their time management skills
regardless of past struggles, but stan-
dard, “common sense” time manage-
ment techniques just don’t work.
■ Despite their best efforts, they’ve accu-
mulated a never-ending To Do list (I call
it their To Do “book”), and they’re frus-
trated with time management techniques
that don’t work.
These thrill-seeking rebels share anoth-
er characteristic. Each was diagnosed with
“ … you have to understand that your productivity
66
depends on your mental and physical energy.
Home Business ®
| September/October 2009
You need a way to categorize and prioritize your tasks.
ADD or ADHD as a child, has adult ADHD,
or exhibits many adult ADHD traits. Their
brains work differently than most people. But,
as soon as they turn on to my counter-intuitive
time management techniques, they experience
a dramatic turnaround almost overnight.
See, you have to understand that your
productivity depends on your mental and
physical energy. Yes, you produce less when
you’re tired, but your energy levels fluctuate
far more than you realize.
How Your Energy Levels Affect Your
Productivity
■ At times, you have ample mental energy.
You can laser-focus on anything that
interests you, you’re amazingly produc-
tive, and you keep going long after other
people are exhausted.
■ Other times, you have plenty of physical
energy, but your brain is also racing. You
can’t concentrate. You’re eager to move
and go through short (physical) tasks
with ease.
■ You need time to recharge. Your brain
isn’t a plough-horse, plodding sedately.
It’s a racehorse, capable of stunning
bursts of power and speed. Like a race-
horse, you must recharge between races.
■ You also have your own unique energy
fluctuations between these that create
periods when you’re better at some tasks
than you are at others.
Your energy fluctuations follow an iden-
tifiable pattern. When my clients track
their energy level fluctuations at work and
at play, within a week they have an accu-
rate map of their daily energy levels, and
the pattern repeats almost identically from
week to week.
” Management Channel.
As a creative genius, you’ll always have
many tasks on your To Do list! You effort-
lessly think up cool things to do or important
things you should do. But you have to com-
mit to do those tasks at a specific time by
moving them from your To Do list to your
agenda. Unfortunately, the large, unstruc-
tured space of your blank agenda often leads
to indecisiveness and procrastination. Think
of it as writer’s block for time management.
A Time Management Technique That Will
Add Productive Hours to Your Day and Cut
Your “To-Do” List Down to Size Guaranteed
You need a way to categorize and pri-
oritize your tasks. Traditional time manage-
ment techniques group tasks by importance.
But assigning letter and number combina-
tions to signify priority loses its effectiveness
when you have 47 “A” tasks, at least six of
which are important enough to be an “A1!”
Instead, you should group your tasks by the
energy required.
Now, here’s the secret to doubling your
productivity and cutting your To Do list
down to size. Use the map of your energy
fluctuations to match tasks from your To
Do list with a time when you typically have
the ideal energy level for that task. Almost
effortlessly, you’ll give your productivity a
huge shot in the arm. Match your activities
with times when you have the ideal energy
type and level for maximum productiv-
ity doing that task, and you’ll tear through
your To Do list like a tornado.
Linda Walker coaches entrepreneurs, artists, authors and other creative
geniuses who want to realize their dreams and overcome their need-
less struggle with traditional time management techniques that don’t
work with rebel, thrill-seeking, creative brains. Now, discover the “pro-
ductivity myths” holding you back, and learn how to overcome them:
www.productivitymythsbusted.com.
For more information visit
www.homebusinessmag.com and
homebusinessmag.com
 NYS Corrections Officer
also Works from Home
SUCCESS STORIES

Maintaining Great Customer Service Keeps

Him Recession-Proof
9By Home Business Magazine

T
he inspiration to start Tony’s Canvas
and Leather really came when Tony
O’geen’s son was a young hockey play-
er. He realized there was a real demand for
sports repair, and no one around the North
Country was offering the services. Tony trav-
eled to Montreal, Quebec to learn the art of
Re-Palming Hockey Gloves. From there, he
began not only repairing sports equipment
but producing quality Custom Sports Bags.
While maintaining his growing home-
based business, Tony continues to work
full-time as a NYS Corrections Officer.
He strives to provide his customers with
top quality products and services in his
home-based business. “Maintaining great
customer service is very important to my
business,” says Tony. “We answer questions
and concerns in a timely manner via e-mail
or over the telephone.”
Tony thinks advertising is extremely
important for any home-based business. He
tries to promote his business through his
logos on products, business cards, radio ads,
and by putting flyers in with every bag and
glove repair to put up in Hockey Arenas.
He’s also developed his own web site,
tonsycanvas.com, to reach customers world-
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68 Home Business ®
| September/October 2009 homebusinessmag.com
Tired of Playing the
Corporate Game
Happy Home Business Owner Never Wants to
Return to Her Old Corporate Life
By Home Business Magazine
I
n 2006, Lorraine White knew it was
time for a change. As a vice president
with a public company, she was tired of
playing the game. For over twenty years,
she had worked long hours, traveled exten-
sively, and carried a heavy load of respon-
sibility. The change Lorraine had in mind
was to find something she could do as a
home-based business.
Lorraine knew technology had dramati-
cally altered the business landscape. She
began researching different opportunities
and came across Environmental Waste
Solutions (EWS) — a waste management
consulting affiliate program that caught her
attention. After doing research on the solid
waste and recycling industry and on EWS,
Lorraine began to understand the potential
for this opportunity in the marketplace.
So, she signed up for the Affiliate program,
attended the training seminar, and began her
new career.
Building a waste consulting business took
some time and a lot of hard work, but
Lorraine’s business did begin to grow and
grow. Throughout the entire process, she
received great Affiliate support from EWS.
It was like having a corporate office to reach
out to for guidance and support.
Today, Lorraine’s business is thriving,
and she still works out of her home office.
She has developed a healthy client base that
includes large and small businesses in all
types of industries. Her clients vary from
single grocery store locations to large manu-
facturing facilities to commercial and resi-
dential property management companies.
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positive impact in her market area, because
most of the new business comes through
customer referrals. “As a business owner, I
recognize the value of this kind of advertis-
ing,” says Lorraine. “Nothing speaks louder
than a satisfied customer.”
September/October 2009 | Home Business
Lorraine White is a home-based affiliate for
Environmental Waste Solutions.
Lorraine loves the convenience of work-
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minimal, and she is able to work efficiently
and effectively with few distractions. “I am
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Lorraine’s plan is to continue building
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several years and then transition to early
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Visit www.environmental-waste.com.
®
69
 System Mechanic Bootstrapping:
Tune-Up Your Computer Weapon of Mass
NEWS AND REVIEWS

Reconstruction

W
hile every-
one realizes
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puters slow down with n a world battered by economic
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For more information visit www.homebusinessmag.com and click the
Home Office >> Office Equipment Channel.

70 Home Business ®
| September/October 2009 homebusinessmag.com
 Sneak a Start-Up Around Your Day Job!
Continued from page 21

ADDITIONAL MATTERS * Concentrate on

Here are some additional considerations in
running your business around your day job:
* Prevent Burnout – Starting a busi-
ness while working a regular job and still
maintaining a private life, can result in sleep
deprivation, lack of focus, and a strain on
personal relationships. Discuss your busi-
ness plans with your family for their feed-
back and even help or support. Cut-back on
F E AT U R E
Customers– Marketing
daily is a must with any new
venture. Strive to build a steady
growth of new customers while
satisfying your current custom-
ers with excellent offerings and
customer service. Thank them
with special sales, cards, online
coupons, and other expressions
of appreciation. Encouraging

non-essential activities; but schedule family/ satisfied customers’ word-of-

personal time and vacations to have fun and mouth praise and referrals is
relieve stress. one of the most effective mar-
keting strategies you can do.
* Get Help, Organize – Delegate tasks to
family, or hire experts and/or other entre- * Handling Growth –
preneurs; or barter/exchanges services with Growing too fast can often Analyze any typical day at your job, and you will find at
them for duties that you do not have to do lead to business failure. least an hour or two you can utilize to run your business
(or are qualified for) so you can focus on Include a contingent growth instead of chatting with co-workers, making personal calls,
business duties you do best. Prioritize your sub-plan in your business or engaging in other non-work activities.
personal job and business tasks. Automate plan that includes resources
as much detail work as possible. and people with whom you can barter time, or even, a period of absence without
or subcontract to help you when needed. pay. Though, not all jobs lend themselves to
* Plan, Focus – Plan each workday, but stay If your venture starts getting too busy work around a start-up business, more often
flexible; and focus your goals on moving your to handle, especially in seasonal ventures, than not with today’s advances in mobile
business forward and becoming profitable. consider taking accrued days off, vacation technology, you will be able to find some
time during your work day to research,
plan, or complete even simple business
tasks so you can get your venture launched.
Web Answers to 5 Frequently-Asked Home/ Depending on your customer numbers, it
Small Business Questions** may take several years or more before you
can go full-time with your business; or you
Where do I find information about… may prefer keeping it part-time and not have
the stress to produce sufficient profits to
Q: …operating my business in my state or territory? support you and your family.
A: --U. S. – www.usa.gov/Agencies/State_and_Territories.shtml
--Canada – www.cbsc.org

Q: …my tax obligations and getting tax ID #s from my state and federal government?
“techResearch each tech or non-
device to see which ones
A: --Your state’s or territory’s office of revenue
--U. S.: www.IRS.gov;
best fit your schedule, your
business and your wallet.
--Canada Revenue Agency: www.cra-arc.gc.ca/

Q:…networking with others starting a home business? In these unpredictable economic times,
”
A: You can sign up for Home Biz Connect, HBM’s “social network for the home-based having a business on the side may be your
entrepreneur: http://connect.homebusinessmag.com/ “back-up” income should an unavoidable
job loss occur. More importantly, you will be
Q: …government grants for small business start-ups? giving yourself a golden opportunity to start
A: Generally such grants are for non-profit organizations; however, there are a num- your entrepreneurial “journey” for generally
ber of loan resources. less money and risk, with the potential for a
--U. S. govt. loans: SBA Loan Primer http://app1.sba.gov/training/sbafp/ future lucrative home-based business doing
--Canada: Financing Your Business: http://tinyurl.com/mnzrbp work you really enjoy.
Q: ...qualifying to bid on state and federal contracts? Priscilla Y. Huff (www.PYHuff.com) wel-
A: --Your state’s or territory’s office of contract opportunities comes comments at Home Business
Connect http://connect.homebusi-
--U. S. government contracts: www.business.gov/expand/government-contracting/ nessmag.com/; and on Twitter:
register.html http://Twitter.com/HerHisBizWriter.
--Canada: http://contractscanada.gc.ca/en/how-e.htm

**Visit this U. S. Small Business Administration (SBA) page for additional business For more information visit
FAQs: www.business.gov/faqs/ www.homebusinessmag.com and click the
Start-Up Guide Channel.

74 Home Business ®
| September/October 2009 homebusinessmag.com
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http://ahow2.com/cdpub.htm
BUSINESS OPPORTUNITIES
MAKE LOTS OF MONEY WITH CLASSIFIED
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www.benefits-biz.com
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BAD CREDIT? BANKRUPTCY? FORECLOSURE?
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WORRIED ABOUT THE ECONOMY? Lose
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September/October 2009 | Home Business
BUSINESS OPPORTUNITIES
FREE EBOOK: How to ensure you
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INCREDIBLE INCOME THROUGH
CHILD Protection Home-Based Business
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RECESSION PROOF YOUR INCOME.
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PROFITABLE BUSINESS IN JUDGEMENT
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WORK FROM HOME AND EARN $55,000/
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For more info. Call 888-732-9383 or Visit
www.yourseniorcarebiz.com
CHILDREN
HOME TUTORING BUSINESS -Create a tutor
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CLEANING
START YOUR OWN OFFICE CLEANING
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®
79
 COMPUTERS & SOFTWARE
WANTED: PROFESSIONAL HOME
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DISTRIBUTORS
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HUNDREDS OF DIFFERENT CAREER
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EMPLOYMENT OPPORTUNITIES
GREETING CARDS CAN MAKE YOU MONEY!
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ENTERTAINMENT
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www.SeedCapital.com
80 Home Business ®
| September/October 2009
FINANCIAL
RESUMES, A SAMPLE WILL be sent to you for
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West Pratt, Chicago, IL 60645.
CASH IN ON THE ECONOMIC CRISIS –
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BAD CREDIT? BANKRUPTCY? FORECLOSURE?
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Call Recorded Message 1-801-924-1975 (#506)
www.creditrepairpublishing.com
FOOD
PROFITABLE MINI-DONUT BUSINESS.
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equipment guarantee. Turnkey packages, sup-
plies. Free Information. Call 1-800-228-8305
ext. 1279 or visit www.lilorbits.net
GREEN BUSINESSES
GO GREEN & RECYCLE! Scrap metal recy-
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HEALTH & FITNESS
WANT A HOT BODY??? Tummy Tuck –
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HOME & GARDEN
EARN $1,000 OR MORE in a day. Decorative
landscaping industry is skyrocketing! Exciting
home business offers incredible income potential.
Toll Free: 1-800-400-5372.
WANT TO SEE GREEN? Amazing Business
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HOME IMPROVEMENT
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Imagine making $300 - $400 PER HOUR in the
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REPAIR CRACKS IN CONCRETE. Make $75
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HOME OFFICE
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ness package. Complete instructions and market-
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HOME-BASED BUSINESSES
FUN BUSINESS AT HOME! Risk-Free. No
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HOME-BASED BUSINESSES
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www.CashForever3000.com (800)497-0993.
FULLER BRUSH SINCE 1906. Distributors need-
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TAKE A BREAK, Make extra $80 a day
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www.lifestyleforu.com 800-510-6037.
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REALISTIC CEO INCOME POTENTIAL in per-
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SIMPLE! RELIABLE! EASY! ANYONE CAN
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CALL NOW! 1-800-636-8043.
TURN KEY MAIL ORDER Business. We
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INCOME OPPORTUNITIES
MAKE $100,000+ A MONTH online using
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www.cash-blueprint.com
STOP DREAMING BIG AND LIVE LARGE Earn
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Business, High profit margin, Recession proof.
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vide existing accts. Call Shawn (561) 860-4704
INTERNET & E-COMMERCE
Advertise at
Home Business Magazine
ONLINE
www.homebusinessmag.com
EARN PAYOUTS UP TO 67% with
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Contact me to plug in for FREE and GET PAID:
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REGISTER NEW DOMAIN NAMES. It’s
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www.searchdomainsfree.com
EVER WISH YOU COULD MAKE MONEY with
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www.freesecretvideo.com
LOTTERY
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06050-0458.
homebusinessmag.com
 MAILING LISTS
MAILING LISTS
Home-Based Business
Opportunity Seekers
Publishers of HOME BUSINESS® Magazine
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MAIL ORDER
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SIZZLING HOT MAIL ORDER BUYER$... Not
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ous mail order people. Also...Use our Express
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MARKETING
INCREASE SALES AND PROFITS Free secrets
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MEDICAL
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800-224-7450 or visit www.claimtek.com
WORK AT HOME. Earn up to $40,000 a year
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MEDICAL BILLING ONLINE COURSE provides
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www.medicalbillingcourse.com (865) 286-9124.
MONEY MAKING OPPORTUNITIES
HOMEWORKERS WANTED! Top pay for
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MAIL COMMISSION CIRCULARS! MAKE
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ing manual. $25 Free gifts. Free shipping. 100%
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write, call for free info. EMMER, 1903A Bermuda
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NETWORK MARKETING
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MLM BUSINESS FOR SALE 100+ person
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OBO - patronus@cfl.rr.com
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PART-TIME BUSINESSES
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PERSONAL SERVICES
GET PAID OFF CELL PHONE BILLS !
1-877-476-4356
PRINTING
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PRODUCTS
OCCASIONOGRAPHY® MAKES IT EASY
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PROFESSIONAL SERVICES
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REAL ESTATE
WANT TO PURCHASE MINERALS and other
oil/gas interests. Send details to: P.O. Box
13557, Denver, CO 80201.
CLEANOUT FORECLOSURES: Make money
cleaning out and maintaining foreclosures. Startup
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800-685-9670 or www.cleanoutforeclosures.com
FORECLOSURE BOOM. Cash-In on the New
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RESTORATION & REPAIR
ENTREPRENEUR’S DREAM! Come join one
of America’s fastest growing industries. High
profits in the concrete resurfacing business.
Free Info: 800-854-8226.
September/October 2009 | Home Business
SAFETY & SECURITY
HELP PEOPLE DEFEND THEMSELVES by
starting a business selling stun guns, tasers,
pepper sprays, personal alarms, hidden cam-
eras & surveillance systems. Learn to Sell on the
Internet using drop shipping. Call 800-983-0289
Ext. 1. www.tbdm.com
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at $499. Call for FREE info pack : 1-800-488-2445.
SALES & WHOLESALE
OPERATE YOUR OWN MERCHANDISING
BUSINESS. Large number of products. No
inventory. Low start-up costs. Proven market-
ing system and assistance. Free information:
1-800-266-0224.
SPECIALTY CLEANING
OWN A BUSINESS THAT’S GREEN –To learn
how you can make more money by starting an
environmentally-friendly cleaning business, call
(800)626-6916 and ask for Operator #44 or visit
www.vonschrader.com/hbm/html
SPORTS & RECREATION
BUILD YOUR BUSINESS AROUND SPORTS.
Customize sporting goods items. Promotional logos.
Screen printing. Embroidery. Custom uniforms. Get
started for only $495. Visit www.sportslife.com
TRAVEL
EARN THOUSANDS-TRAVEL FREE!
Includes Your Own Travel Website. Only $595.
(717)536-3092 www.TheTicketCounter.com
VENDING
ABSOLUTELY ALL CASH INCOME! Do you
earn $1000 a day ? Local vending route, 30
machines and candy for $9,995. 800-814-9726.
ORDER A CLASSIFIED AD
To place a Classified Ad in the next issue of HOME
BUSINESS® Magazine, please order online at:
www.homebusinessmag.com.
Click the “Advertise” Channel & then
click the “Classified Ads” Channel.
If you do not want to order online, please clearly
write out your name, company name, address,
phone number, and the advertisement, and fax
(714-388-3883) or mail/e-mail in your Classified
Ad with check, money order, or credit card.
You can print out an order form at the web site.
If using a credit card, provide expiration date,
3-digit authorization code, and your signature.
Specify the Classified Ad Heading and if you
want to have a Box placed around the Classified
Ad and Color Shading applied to the Box. Prices
are: $3.00 per word (15-word minimum), $10.00
for a box, and $10.00 to put Color Shading in the
box (yellow, orange, red, blue, green, tan, pink,
purple). $.50 per word for CAPITALS or Bold (First
4 words CAPITALIZED and bolded for FREE).
Frequency Discounts:
– 5 Percent Discount for 2 Issues
– 10 Percent Discount for 3 Issues
– 20 Percent Discount for 6 Issues
If you would like to have an order form faxed or
mailed to you, please call (800) 734-7042 dur-
ing regular business hours (9am to 5pm, PST,
Monday–Friday).
advertise@homebusinessmag.com
®
81
 *How I made more than $3,000,000 from home with

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