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SESSION THREEComputer & Communication Tools |
Session 3 of 16 | ||||||
Communication is key to any business success. Unless potential clients and customers are aware of your business, they will not have the information to contact you or to purchase your products. When they are aware of your business, they must be able to contact it easily. Two types of communication are essential - external and internal.
Effective communication requires tools and planning. In this session, we will discuss those tools, as well as planning guidelines, to facilitate this key element of your business, communication. The following discussion will be grouped into:
 Landline Telephones There are many types of telephones, and only you can decide which type(s) or combinations of types are right for you. Even the standard telephone (landline) that is installed in your office has many options. You should start with at least one line that is unique to your business. This line should have the capability to take messages in case it is not answered personally. Here are some telephone tips:
Cell phones/Mobile Phones The cell phone, also called a mobile phone, is used for mobile communications over a cellular network of cell sites. There are numerous plans and carriers. Many carriers have plans tailored for small businesses including options that bundle popular features and usage patterns, making them very cost effective. Be sure to ask questions about your specific needs before selecting a carrier and a plan. When your usage or needs change, do not hesitate to request information on plans that more closely meet your new set of requirements. Most cell phone companies allow you to return the phone within 15 to 30 days after activation if you are not happy. Use this time to check if the cell phone has acceptable reception at your home and work place. Basic cell phones are offered free by many carriers for a specific length of time, usually two years. But be aware there are hefty fees for canceling early. Smartphones Growth in demand for advanced mobile devices boasting powerful memory, larger screens and open operating systems has outpaced the rest of the mobile phone market for several years. A smartphone is a cell phone offering advanced capabilities with computer-like functionality. A smartphone can incorporate advanced features like e-mail, Internet and e-book reader capabilities and include a full keyboard or an external keyboard. In other words, a smartphone is a miniature computer that has phone capability. Smartphones are also capable of text messaging and may include a camera and video recorder. Some models are capable of "Push to Talk" which is a feature similar to a walkie-talkie. Outside your office a smartphone can become a valuable tool for e-mail, web browsing and the ability to review and edit documents. Several models have global positioning system (GPS) capability and many other available applications. The most popular are the iPhone, Blackberry, Droid and Google's Nexus One. Each has different strengths you will need to factor into your business needs. Video and Web Conferencing Video conferencing transmits and receives images and voice in real-time. Web conferencing adds another dimension – it allows you to share documents and applications. Telepresence takes video and web conferencing to new levels. A telepresence conference room includes ultra-high-definition video cameras, large screens displaying life-size images, and spatially discrete audio to create an "in person" experience. Facial expressions for crucial business discussions and negotiations can be discerned across the "virtual table." Telepresence solutions can be deployed to support your business’ need from one-on-one conferencing in private offices to stadium seating for larger meetings. All these solutions allow you to communicate as if you were face-to-face with customers anywhere in the world. Time and money that would be spent on traveling can be used to conduct meetings. You can share documents, make presentations and conduct meetings on short notice. For example, without leaving your office you can collaborate with employees who work from home or from other company locations. You can get detailed information on video and web conferencing at: www.google.com and www.wikipedia.org. At My Own Business, we use www.WebEx.com conferencing solution from Cisco Systems, Inc. Social networking sites A social network is a social structure made of individuals or organizations that are tied together by common interests, often like a community. Internet-based social networking occurs through a variety of websites that allow users to share content and interact around similar interests. It has expanded to include a company's customers, celebrity's fans and a politician's constituents. This has created a great opportunity for businesses to generate interaction with present and potential customers through Web-based sites established for that purpose. To be successful requires a steady effort and participation over time. With an ongoing commitment of effort you can create a niche market through sites such as MySpace, Facebook and Twitter. A note of caution on Internet social networking: once you put something out there it's hard to take it back, so you have to be careful. Online chat tools Wikipedia describes chat tools best: "Online chat can refer to any kind of communication over the Internet, but is primarily meant to refer to direct one-on-one chat or text-based group chat using tools such as instant messengers." It is commonly used in place of email when there is a need to communicate live. Chat tools can be used both for internal and external communication and can be placed on a website so customers can talk to a customer service person in real-time. Utilizing chat tools usually requires a free software download. There are many options available including AOL, GoogleTalk and Yahoo IM. Features can vary from simple one-on-one messaging to highly developed tools for group chat, file transfers, video and document collaboration such as WebExConnect. Fax Machines The decision must be made as to whether to buy a stand alone fax machine or an "all-in-one" model. All-in-ones function as a printer, scanner, copier and fax. (Not all models have the fax or scanner capability). If you plan on sending and receiving lots of faxes you might consider the stand alone. For less frequent use the all-in-one can cost less. They are also compact and more energy efficient. Consideration should be given to your budget and your space constraints. Generally, the simpler the machine, the less problems you will have with it. If your business will rely heavily on faxing, it is important to get as much memory as possible to speed up the printing of documents. Some phone vendors can provide you with a fax number that works with your e-mail system. Receiving a fax works just like it does when the fax is being received by another machine but you receive it as an attachment to an e-mail. This can be very handy for those who travel on a frequent basis and are not always near a fax machine. Here are tips:
A computer is so affordable that it should be included as a key tool in your business. Computers can be purchased for a wide range of prices. For basic word processing, e-mail, accounting, and spreadsheet work you will not require a top-of-the-line computer. While what you buy today may soon become obsolete, this does not mean that the computer you purchase will not meet your business requirements for a much longer period of time. The following discussion will focus on the growing number of options that are available:
Desktops This is the most common type of computer: one that is set up to operate in your office. The computer system should include:
Laptops A laptop computer offers portability with many of the features offered by a desktop which make it ideal for meetings or if you travel frequently. Drawbacks for laptops include: they are higher in price than desktops, have smaller keyboards and monitors and are subject to theft. Traditional and wireless printers, keyboards and even the traditional mouse are options available with laptops. If you travel and need computing capability, it is worth the extra expense. Notebooks and Netbooks Since their recent appearance, netbooks have grown in size and features. At the same time, notebooks have become smaller and lighter. The result is that for practical purposes we are going to use the two words interchangeably since there is no longer a significant distinction between them. They both can be described as rapidly evolving categories of small, light and inexpensive laptop computers suited for general computing and accessing web-based applications. They are gaining in popularity especially with students, bloggers, and even some businesses. While generally less expensive than laptops, manufactures are starting to beef up notebooks, which is increasing their cost. A caution: their compact size makes them attractive for traveling but if you are considering one to save on the cost of a laptop, you probably will be getting less memory and many do not have full applications or compatibility with your other business applications. Things to keep in mind if getting a desktop, laptop or netbook:
Tablet Computers A tablet computer is equipped with a touch screen or stylus rather than a keyboard to operate the computer. The advantages include using when it is not convenient to use a keyboard and mouse, recording diagrams and symbols, and easier navigation than a keyboard and mouse or touch pad. Disadvantages include higher cost, slower input speed and risk of damage to the tablet screen. Handheld Devices
Handheld computers, or Personal Digital Assistants, are still popular despite the growing sales of smartphones. There are basically two versions of these units: 1) those using the Palm Pilot operating system and 2) those using the Microsoft Windows Mobile operating system. These units allow synchronizing your key organizational elements with your computer. Functions of a PDA and smartphone have become almost indistinguishable; however PDAs generally perform faster and can synchronize data to your PC. The capabilities of PDAs are not built around a cell phone whereas a smartphone is a cell phone with other capabilities built into the phone. More and more features are being built into these units, integrating them as a powerful tool in the business world. Software The software you purchase is key to making your computer productive. The operating system, whether it is a PC or a Macintosh, should be preloaded onto the system. Many software packages are often bundled into the system at the time of purchase and some in the form of trial software. At the bare minimum, you should have the capability to do word processing, spreadsheets and presentations.   Read Transcript
Additionally, you should consider financial and accounting software that is appropriate for your business. Keep in mind that many accounting/bookkeeping software packages are not double-entry systems and care must be taken in making the entries correctly. Keep in mind that home and professional versions of accounting software may not be compatible or may not be appropriate for your operating system. Be sure to read specifications before you purchase. Auxiliary Products Many products can be used in conjunction with your computer to enhance the functionality and image of your business. These also require software specifically designed to facilitate its usage.
The Internet has become a very important marketing and communication tool. For example, a new marketing tool that is a huge benefit to local businesses is the "local" link on search engines. To demonstrate the power of this tool, please go to a search engine such as Google or Yahoo and enter "Flower Shops". Then, click on the "local" link at the top of the page and enter your zip code. Presto: local flower shops will be displayed on a map along with links to their Web sites. Savvy businesses today are taking advantage of this marketing tool. It can be used at a basic level for e-mail communication and for research and it can be used at a more comprehensive level as a channel for selling your products and services. To get access to the Internet, you need a browser. This is a piece of free software. Microsoft Internet Explorer and Mozilla Firefox are the two leading browsers. Now that you have a browser, you need to get access to the Internet. This is done through an Internet Service Provider (ISP). These providers range in the features that they provide. As with other forms of communication, there are many plans and prices from which to choose. How you use the Internet in your business is up to you. Perhaps you are not ready to sell your products on the Internet, but you are interested in developing a Web site that lets people know what you do. At the other extreme, you may want to use the Internet as your main sales channel. Just remember, the basics are still on the ground - you need products and services that people need; you need to attract people to your Internet site so that they have the option of purchasing these products and services from you; you need to convince them to buy; you need a place to store your products; and you need a way to get them to the purchaser. Session 10 of this course will furnish you with detailed information about the Internet and E-commerce.  Technology Planning Before you start, plan for the technology that you will need. Get those extra telephone lines; purchase and learn how to use the computer; decide how you will and will not use the Internet. Keep in mind that the monitoring of employees' use of the Internet while at work is not a violation of their rights to privacy. Your policy should be in writing and signed by your employees. Remember, appropriate use of technology can make your business look established and successful from the very beginning! Top Ten Do's and Don'ts Print this Top Ten List TOP TEN DO'S
My name is Gwyn Myers, and my topic is computers and communication. It's an exciting topic because the big difference is it's now affordable. We can all have the help of a computer that was sometimes not possible in the earlier days. I think that good communication, when you're starting a business, is critical, so I'm going to talk about just staying in touch. It's very important that when your phone rings, there's some appropriate way that you have of communicating with people. We have all sorts of devices now. There are all types of telephones, there are pagers, fax machines, and there's e-mail. So there is no reason that you cannot be accessible to the people to whom you are selling. Now, regarding computers, my basic advice is get as much as you can afford. But also get something that you know is going to be reliable, that you can get repaired, that the company is not going to be out of business tomorrow. And again, get as much as you can afford, and don't be bothered by the fact that it's going to be obsolete the minute you walk out of the store. We all know that, but you need something to help you in your business. Get standard software and buy it; don't borrow from a friend because then you're not going to have accessibility to the help desk and those types of things. Learn as much as you can. There are all types of night schools and community colleges that can teach you about computers, and while you're there, you may make contacts that will come in handy at a later date. So, again, you can't do without communication and computers. They are absolutely key to the success of your business.
Greg Washington - Consultant, Marketing for Physicians
I'm Greg Washington, and I'm President and Founder of Patients Unlimited Marketing Consultants. We are an advertising agency that does marketing and public relations. Our current business concentration is in the Internet. We have been involved with the development and advancement of Internet businesses now for about five years. One of the most important things that I would tell you as aspiring businesspeople is that the Internet is probably the best thing that could happen to a small business owner and operator. The reason is that it levels the playing field. As you present your services and meet your customers and clients on the Internet, they can't tell a big company from a small company. So there is a wonderful opportunity there for those of you who are astute enough and resourceful enough to find the kind of individuals who can create a presentation of what you do and how you do it on the Internet. Look at the Internet as an opportunity to create an electronic brochure that will tell your story in a very quick way better than anything you could possibly do. One final point that I think is very important is not to overlook the opportunity to have a Web site or an address where information on your business can be found. Not to have vital information on the Internet is a serious handicap because you're competing with other businesses--very small businesses that look very big on the Internet--and if you don't have that little special place to get information, it suggests that maybe you really do not have a successful business.
Jane Williams - La Habra Journal Community Newspaper
My name is Jane Williams, and I'm the owner and editor of the La Habra Journal, which is a local community paper that two women and I started five years ago. If I had a tip for someone starting his or her own business, the biggest thing would be to be flexible and be ready for any eventuality. I think every assumption that we began with had to fall by the wayside. We did begin with a business plan. We had postulated the number of advertisers we would need to finance it. We thought we knew who those advertisers were. It actually turned out that we never got any of those advertisers. That meant we had to scramble very hard to find people to make up for what was missing from the original plan. The plan did tell us how much we needed to get in advertising. Unfortunately, we were wrong about who we could get. We also started out as a partnership and very quickly discovered that that just didn't work. There was no even way to break up the work. I, as the one who was doing 70% of the work, came to resent those who were not working as hard, and eventually bought them out. That took more money, more time and an awful lot of tact because I could not afford, in this type of business, to make enemies of those people. One suggestion I would certainly offer is if you cannot go it alone, consider very carefully if you really need a partner. I think, from a woman's point of view, you're usually getting the partner just to have some support. Find a good friend, but don't take him or her into the business. Get the same support from a friend, not from a partner.
Lloyd Totten - Pest Control Service
My name is Lloyd Totten. I'm a pest control operator. I own Personal Touch Pest Control. I've been in business for ten years now and I've been in the pest control business since about 1972. I started by buying a small route from a termite company and I took over the general pest control, which are household pests. In the very beginning, I took a part-time job -- on Fridays, Saturdays and sometimes on Sundays, I was delivering flowers while I was building up my route. While I was delivering flowers, I was always giving my business card out to the same people I was delivering to, and a lot of them were businesses and homeowners. At the very beginning, I took all the crappy jobs and wouldn't turn down anything. I did night jobs and a lot of restaurants. Now I don't do any restaurants. I've kind of learned the hard way. Sometimes I drove 50 miles to one stop. After a while, I weeded those out, too. I now specialize mostly in apartments, management companies and homes. To build up my business, I target management companies that are required to have pest control because of the Health Department. They manage apartments, businesses, warehouses and Laundromats. They have to have pest control. Offering good service and being punctual has resulted in word-of-mouth referrals. I had saved some money, but then when you're waiting on people to pay you at the beginning, you go through that quickly. And then you find out a lot of costs you didn't think about. The insurance is real high. I could have done things a lot better and should have planned for a lot longer time to become profitable. Now that I've been in the business for about ten years, I'm pretty happy. I do like the route. As to trying to grow, I have two sons; one is 16 and one is 20. If they're interested in it, then I will try to make it grow a lot more. Otherwise, I'm happy with what I have now.
We heartily recommend that you download the individual business plan template for this session Business Plan Template Document 3 and complete it now.
Instructions on filling in the business plan template:
The template for all sessions 1-14 can also be downloaded into your computer as a single document:
Include sufficient research findings and background materials. Make it interesting up by the use of background data, your biography, charts, demographics and research data. When your business plan is completed, print off and assemble the 14 sections. Many other business plan formats are available in libraries, bookstores, and software.
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Management Consultant
Consultant, Marketing for Physicians
La Habra Journal Community Newspaper
Pest Control Service
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Evaluating the Potential of Business | The Business Plan | Communication Tools | Business Organization | Licenses, Permits, Names | Business Insurance The text of these materials, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, storing in an informational retrieval system or otherwise, except for students own personal use.
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