All posts with the tag 'Home Office'

The Venture Capital Trap

Which is more likely to happen? You come up with a great business concept, secure Venture Capital funding and your startup goes IPO, making you millions – or you get struck by lightning? Unfortunately the answer is that you’re more likely to get struck by lightning which, according to the National Weather Service has odds of 5,000 to 1. Should you ever consider venture capital? Companies requiring a significant infusion of cash to get started may require this type of funding, and could thus consider it as long as the founders are aware of the long shot odds. If you’re starting up a truly capital intensive company, perhaps a biotech, medical device, or energy related company, you might be forced to consider Venture Capital. But if you plan on creating a small startup service company, a new accounting firm, consulting practice, training firm, video production company, cleaning services firm, boutique software company, or any of the thousands of opportunities that aren’t truly capital intensive, I’d suggest you stay as far away from the vulture capitalists as possible. There are far better financing alternatives which offer greater control over your destiny.

Are you thinking of creating a software company which expects to hit $10 Million in sales in three years – don’t bother. Either you’ll miss your targets and get booted and diluted or the resulting flip will yield you a fraction of what you would receive on your own. That’s why Venture Capital is a ludicrous bet for most entrepreneurs. But worse than that, it’s also a pressure cooker and you’re almost guaranteed that you will lose control. Not only will you have the dubious honor of giving away a huge portion of your company, you’ll also have a VC backed board breathing down your neck. They will be watching where and how you spend your money while they fly first class and wine and dine in four star establishments at your expense. When they visit you, chances are they will be flying first class and staying at a top notch hotel. Don’t be surprised if your VC backers drop $10,000 or $15,000 of your money to attend one of your board meetings. Then again, is it your money or their money? And pragmatically which scenario would be better for the VC’s – exceeding the proposed massive sales targets or having you miss your early targets and then taking control of your company – dirt cheap – then exceeding the sales targets?

Here is some great advice from Peter Ireland from his Smart Startup Guide (www.antiventurecapital.com):

• First, chasing outside capital is by far the most unpleasant and drawn-out ordeal experienced by entrepreneurs. It always seems to take “forever”. (For this reason, veteran entrepreneurs try to avoid raising outside capital at all costs.)
• Second, based on the fact that your typical early stage Venture Capital firm invests in only one company out of every 500 business plans it reviews, your odds of succeeding are only 1:500.
• Third, in about 50% of instances where an early stage company actually succeeds in raising Venture Capital, the founder is fired within the first year and kisses his or her stock good-bye.

Perhaps this is merely a buyer beware blog entry. I can’t say that every VC has an agenda, other than massive financial returns, just that their money is extremely expensive and comes with great risk. Bootstrapping is a far better alternative for most startup companies, and perhaps, if you’re thinking of a startup that requires a large capital infusion and must then consider venture capital, you should think of a different business venture or a better funding alternative. Are there any circumstances when venture capital is clearly a better alternative? Certainly – they are clearly better than a loan shark and possibly better than a pawn shop which might charge 10% interest per month!

If a Tree Falls in Cyberspace and Everyone is there to hear it – does it make a sound?

Just because you build a web site, send out an emailing, or create a blog doesn’t mean anyone will pay attention. It reminds me of the old saying, “If a tree falls in the forest and no one is around to hear it does it make a sound?” On the internet, everyone is there to hear your message, but it may not make a sound they can or will hear. Thus it’s all about targeted marketing and messaging, bringing a message that rings true to your specific target market, so it will make a clear and compelling sound when it arrives. This is easy to say but harder to do. What we’ve seen at StartUpSelling, at least in the B2B space, is a combination of targeted outbound calling combined with eMarketing, web seminars and a current web site seems to do the trick nicely for essentially any industry. We call this multidimensional marketing and find there is an order of magnitude difference in using a blended approach to a singular approach.

Why – because Generation Y Gets It

Enter stage left, or at least from the room to the left, my 20 year old daughter, college student and blogger. She works virtually as an intern for Mother Nature Network (MNN). MNN has assembled a group of college students across the country to blog about eco-friendly projects, businesses, and community activities. I had suggested she research commuter behavior statistics and compile this data into a poignant blog entry about the amount of fuel wasted every day that we commute by car. She thought this sounded like a lot of work, estimating hours of research for a modest albeit somewhat interesting blog entry. Her approach was to create a video blog interviewing me in my home office, using me as an example of how people could be more eco-friendly if they worked from home. She did a video that panned from her room to my office next door. The result was effective. She accomplished a better result, with more effective material in a much shorter span of time. Why could she do this? She looks at things from a Generation Y perspective, part of the Skyping, Blogging, Instant Messaging, emailing, internet based generation that will become a far more virtual and eco-friendly generation than my generation. Her video link is below. http://www.mnn.com/local-reports/connecticut/student-blog/video-dads-green-business
Who is Mother Nature Newtork MNN http://www.mnn.com/about-us? According to their web site: “MNN wasn’t designed for scientists or experts. It was created for the rest of us, the regular person who wants information written and created in a way that everyone can understand – both in personal pursuits and business decisions. We’re your one-stop resource and an everyman’s eco-guide offering original programs, articles, blogs, videos, and how-to guides along with breaking news stories.”
www.alanblume.com www.startupselling.com

E is for Efficient and Emarketing and Eco Friendly

One of our new west coast clients was seeking to grow their insurance agency business in the midst of the current economic malaise. They retained our services to help them build an email list and run web seminars for the prospective clients. In about 120 days, we had compiled a list of about 1,000 in profile prospects. We created an email campaign offering a web seminar on some of the important nuances impacting healthcare plans and continually increasing insurance rates. In the first web seminar, 14 HR executives registered, 10 attended, and within 30 days, one of these executives signed on with our client for a $1.25 Million premium. This represents the efficient, Eco friendly, virtual sales and marketing model which we will all embrace. There was no paper, no stamps, no printing, no traditional collateral, and ultimately, only one face to face (client) meeting. Like it or not, the virtual, digital world is Good, Fast and Cheap, and is here to stay.

How to get Published – a Virtual Sales & Marketing Case Study

It’s difficult to get published – conventional wisdom states that less than 1% of would be authors receive an offer from a reputable publisher. A few weeks ago I signed my first book deal. This posting reviews the virtual sales and marketing efforts which were leveraged to accomplish this. I worked on a book about virtual businesses for about a year and upon the completion of a basic draft, decided to contact some literary agents (it’s easier to find a publisher if you have an agent representing you). I found several free internet sites listing agents including:  www.1000literaryagents.com, www.writers.net and www.writersdigest.com.  Some sources estimate that top literary agents receive about 400-1,000 unsolicited book queries every month, in other words, it’s very competitive. I started this sales and marketing campaign as I would at www.StartUpSelling.com for any business. I selected 1,200 agents from the free online lists above. In most cases they had an email listed for the book query submission (that’s agent speak for a formal proposal a writer must create to whet the interest of a prospective agent). As with any sales and marketing campaign, it usually begins by building a prospect list. But hold on a minute, this isn’t a smart, targeted, virtual sales and marketing approach. You are much better off targeting a niche or specific profile than you would be sending out emails to 1,200 general literary agents. I refined the list and culled through the agents to identify 100 who were interested in business books, non-fiction and prescriptive books (how to books). I focused first on agents listing business books as a specific area of interest. This information was available for free on the sites mentioned above and the respective agency websites in the instances that the agency actually had one (there are some agencies that have very limited websites or don’t have them at all).
The list building, culling and niche targeting were done in just a few days. I decided to do a test run of 30 agents, and would then do another wave of 70 agents if necessary. I had read that it was extremely difficult to sign with an agent, and that you might not even get a response to a manuscript inquiry (query letter).  As fall approached in 2008 I sent out my first wave of emails. Here are the results for both waves:

Wave 1 Statistics

  • 30 Sent
  • 4 Interested
  • 12 Not interested
  • 14 No response

Wave 2 Statistics

  • 70 Sent
  • 5 Interested
  • 20 Not Interested
  • 45 No response

Overall, 9% of the agents expressed interest, 32% were not interested and I received no response from 59% of the agents. Normally you would follow up a campaign with a personal telephone call/voice mails. In this particular industry, however, the rules of engagement state that agents prefer no calls. After all, in a system that rejects 98% of all would be authors, the number of follow up calls would overwhelm the agents. As a side note, there were some highly personalized responses and suggestions from agents who did not have interest at the moment and some standard form rejection letters too. I sent out wave two a week after I sent the first wave of emails. I did not market to any agent requiring a query on paper.

Most of the results came in within the first two weeks of the respective waves. Of the 9% expressing interest, their approach varied dramatically. Four agents asked me to email my full proposal; another four asked me to print out a full proposal and snail mail it (or FedEx) it to them and one asked me via email if I would like him to immediately contact publishers on my behalf to see if they had interest.  I immediately sent my proposal to the four agents who requested it via email attachment. About a week later I sent out one paper copy to one of the four agents who expressed a particularly high level of interest in my query. In retrospect, I don’t know why I bothered – this is a really stupid approach I liken to the current issues with traditional print Newspapers – the distribution system makes no sense (though it was just fine in 1949). Of the four agents who received my full email proposal, two asked for an exclusive (a period of time whereby they could solely determine if they wished to represent me) and two asked if I would speak with them right away. One of the agents who wanted to have an immediate discussion was Wendy Keller from Keller Media. Wendy asked if we could set up a conference call to discuss my query. I sent her a GoToMeeting invitation, and within 24 hours, we were meeting virtually in cyberspace. Later that day, the agency representation agreement was sent and signed digitally, there was no paper that ever exchanged hands. It took me less than four weeks from the time I decided to approach the literary agency market to sign with a well known agent. About 6 months later, my agent secured an offer from a well known business book publisher, Career Press. My book which is to be called Your Virtual Success, Finding Profitability in an Online World is due out at the beginning of 2010. Leveraging virtual sales and marketing tools is effective, inexpensive and reusable. My virtual business model expands and contracts easily and is far more profitable. I look forward to exploring the nuances of this in my upcoming book from Career Press, Your Virtual Success, Finding Profitability in an Online World. www.startupselling.com  www.alanblume.com www.kellermedia.com www.careerpress.com

Micro Market Yes – Micro Manage No

In a Virtual Business Model, highly targeted, extremely specific, micro marketing is a great way to differentiate your company and message from the competitive throngs. For example, why market to high tech organizations, when you can market to software companies? Why market to software companies when you can target your marketing to smaller software companies between $5 Million and $25 Million in revenues. Why market to those companies when you can micro market to SaaS software companies (Software as a Service) for example? Now we have a very specific, highly targeted group and we can tailor a message specifically to them. We can even go the extra distance and create a buyer persona for the specific titles we are targeting: CEO, VP Business Development, VP Marketing, etc.
Conversely, in a virtual model we should focus on virtual employee or contractor goals, not their working schedule or process. A graphic artist for example should be paid on a completion date for a final deliverable. Set the goal and the date; don’t manage their time or methodology. Telesales people can be paid upon call production or appointment setting efficacy. Don’t tie them down to specific calling hours (other than it must be general business hours). Let them operate at their peak times and periods of peak efficiency. If you’re using web designers, create a simple process for your personal imprint, initial mockup, full scale mockup and approval. Create a series of milestones (and dates), and manage the results, not their time.
Leveraging the Virtual Model and simplifying your own management process should help optimize your time. After all, you should be virtually managing the results, not the personnel. The Virtual Model minimizes office politics, water cooler time, non productive marathon meetings, and the peripheral gripe sessions. Be more efficient – go virtual.  www.startupselling.com