Setting up your Small Business for Success
Starting a small business is an intense and exciting time. You have a brilliant idea, but the road from conception to profitable business seems to be very long and winding (not to mention, bumpy!). Whether it’s a physical product or a service you are offering, at some point every idea needs to leave the proverbial page and take the necessary steps towards getting in front of an audience if they’re to turn into a successful small business. This NSW Small Business Month (or anytime for that matter), these seven tips will help set you up for success in the world of small business.
1. Identify your ideal customer and the problem you solve
Knowing what you want to say and who you want to say it to is very important. After all, if you’re not sure what your message is, how can you expect your audience to know?! We all have problems, hurdles and annoyances in our day-to-day lives. When marketing a product or service, it’s important to clearly state what problem you solve for your particular customer and why they need what you’re offering in their life. This clarity in your messaging will help to really zero in on your ideal customer so you can speak to them directly and with intentionality.
2. Know your legal requirements
When setting up your business, it’s definitely better to be the Turtle rather than the Hare, and take your time making sure that you are setup properly for the correct taxes, permits and insurances for your particular business and location. Not only is this just good practice, but it lays the proper foundations for your business to grow and scale. The legalities may take a bit of time and expense at the start, but it’s way better than needing to redo things down the track once you’re run off your feet with customers (not to mention the cost of tax bills, potential fines and equipment replacement costs!). Also, being meticulous about your set-up will be reflected in your standards and noticed by your customers. It speaks to your work ethic and confidence in long term sustainability which is reassuring to potential clients.
3. Have your logo and brand professionally designed
And while on the topic of setting the proper foundations, it’s also best o launch with a professionally designed logo and visual brand. Of course your style or business direction may change over time, but let’s plan now for quality and longevity. Your logo is a visual representation of your brand and along with colours, fonts and styling, it’s often the first impression audiences have of you. I recommend allocating funds to these brand essentials and have your designer set you up with templates so you can take over your content creation, allowing you to stay on brand and on budget. Platforms like Canva are awesome for this, but I highly recommend being set up by a professional graphic designer first as the overuse of generic Canva logos and boring templates is easily spotted these days, even by consumers. Your brand, voice and solution is unique, and so should your branding be.
4. Invest in a website
Small businesses everywhere enjoy a plethera of social media platforms which are not only free, but super easy to access and use and can grow your audience almost overnight. So I can totally understand why business owners choose to stick to what’s working for them instead of putting in the time and effort of creating a website.
But here’s the thing…. the social media space is noisy and crowded and it’s not yours. You’re playing in someone elses’ backyard and they can tell you to pack up and go home anytime they want to. Algorithms change (constantly!), platforms go down, and accounts are hacked or shut down. You put a lot of blood, sweat and tears into building your business and you deserve to be in control. A well built website allows you to guide your customer through a journey, whether that’s by information on your webpages or through online forms and email sequences. Having a well designed website that quickly and easily answers the questions your customers are seeking, sets you apart as a professional and an expert in your field. And when setup properly with search engine optimisation strategies, those searching on Google can easily find you. (If you’d like to chat about a custom, easy to manage Squarespace website, get in touch!)
5. Introduce yourself
Most people I speak to don’t feel comfortable in front of a camera, so they tend to hind behind their logo or products. But people love to see the face behind the brand - they really do!! It helps to create a human connection that goes way beyond a financial transaction.
So whether you post up selfies, behind-the-scenes videos, or want to create some more branded photo content, start your business journey by showing people the heart and soul (and face!) behind the brand.
If you’re uncomfortable in front of the camera, that’s when it can be helpful to hire a brand photographer (like me!). A great photographer will help you relax, make you laugh, and guide you with the best way to pose, all to help you show your best self. And if you work with me, we’ll also be stragegising about your overall brand goals and design the specific photos you need for upcoming campaigns, your website and blogs. (Click here to check out what that looks like.)
6. Get visible
It may sound simple, but without sales, you won’t grow as a small business. And to get sales, you need to be seen! Getting visible these days may seem complicated, but start by sticking to the basics. Ways to let people know about you include attending network events, sharing your message on social media, wearing a branded t-shirt or merchandise as a conversation starter, hanging out at a co-working space, and talking about your business to everyone you meet! It can be hard to have confidence to put yourself out there when you’re new to business, but take your entrepreneurial excitement and can-do attitude and show people how amazing your business is!
7. Create an amazing customer experience
When a customer chooses your business, you have the opportunity to create loyalty for life. Sure, you can play by the rules and do business the way everyone else does it, OR you can go above and beyond expectations to create an amazing experience for your customer that they won’t quickly forget. If your customers are truly wowed and treated amazingly, why wouldn’t they come back time and time again, as well as rave about you to their friends, family? That’s a guaranteed way to ensure repeat business, as well as referrals!
I love being a small business owner and I love getting to see my clients live out their dreams and make their business ideas a reality. I hope these tips help as you embark on setting up your small business for success!