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Your EnterQuest Bulletin - 21 September 2004

Thought for the week: "The best way to have a good idea is to have lots of ideas." Anonymous

In this week's issue:

  • a(nother) guide to writing a business plan
  • relationship networking
  • Disability Discrimination Act - are YOU ready?
  • the end of the Internet?

Weekly stir

We're going back to the subject of business plans this week, and giving you one of those priceless little nuggets of information that the single most downloaded and read factsheet by subscribers to all of our various services is - A Guide to Writing a Business Plan.

Which is incredible when you consider the fact that the majority of new or currently trading small businesses don't have a formal plan at all. And never will, other than the one that's in their heads or scattered around various notebook scribblings, e-mails, and other scraps of paper.

But maybe it's not so incredible when you consider that just about every single business adviser in the UK, many of whom happen to be our customers, will be suggesting to their budding small business punters that they need to have a written business plan before they start trading.

So get to the bloomin' point, we can hear you screeching at the screen.

The point is that having a business plan is not the be-all and end-all for anyone setting up, running, or aspiring to grow a small enterprise. Or at least, having a single written document that tells the complete story (for entrepreneur read clairvoyant) about how you will plant your little business acorn and grow it into an enormous, profit-generating forest of money trees in the blink of an eye. Yeah, right.

The point, and yes we're getting to it, is that in the real world of start ups and small businesses it's not actually having "a plan" that's important, but having "plans", and lots of them.

You need a plan for just about every critical part of your business, and you should certainly have these written down, no matter how short and sweet they are. And they should be read and understood by everyone involved with each relevant area of your enterprise.

An advertising plan, a financial forecast plan, a sales plan, a purchasing plan, a recruitment plan, an Internet plan, a legal compliance plan, a direct mail plan, a succession plan, a disaster plan, an exit plan, and so on.

And you can do this easily according to the stage you are at with your new venture, focusing on the particular priorities that relate to your unique business situation. Make a list of the most important aspects of the business you want to address, and for each one start off by jotting down, on a single side of paper, a summary of what you want to achieve and how you propose to achieve it.

If you need to write more, or do more research, you can do this for each aspect of your business as you find the time.

Then, and if you really have the need, such as in the case of requiring a prospectus to present to a bank or other funder to raise finance, you will be much better placed to quickly pull together a single master business plan for exactly that purpose.

But concentrate on your real priorities first. Plan in small chunks, and get the detail right so you've got some immediate targets and objectives to get yourself working on.

Marketing tip

Relationship networking

Many small business owners realise that there's a marketing opportunity in every person that they meet, and we'll bet that plenty of you have got your 30-second "elevator pitch" off pat.

But in today's digital world, there are plenty of other opportunities to network with, and sell to, contacts with whom you have formed some sort of relationship without ever having shaken their hand.

Just consider the number of places you "meet" people every day:

  • weblogs, newsgroups and online communities you read or contribute to.
  • e-mails your business receives and sends.
  • suppliers and customers you call, or who call you up.

These are the obvious contacts, the ones who have a direct relevance to your business, or at least to your business sector. There are many, many more indirect contacts that may or may not prove useful, who you meet through friends, at trade shows, while visiting the printer with your latest batch of mailshots ... you get the idea.

'Relationship networking' is where you make a list of all these contacts, refine it, and then work on it, in much the same way as you work on any relationship, in order to make sure it's mutually beneficial. There are three key aspects to this:

1) Keep in touch with people regularly.
2) Make sure that when you try to sell someone something, you're also making them an offer that will benefit them.
3) And most importantly of all - don't expect people in your relationship network to help your business out if you're not willing to do the same for them.

The following is a list of ideas for ways you can get your relationship network to boost your own business, while at the same time offering benefits to them:

  • Bundle your products together with those of one of your contacts to create a combined special offer, or offer customers of one of your non-competing contacts a discount if they also buy something from you.
  • Send your online or hard copy newsletter to your contacts' customers, and allow them to do the same with your customers.
  • Place reciprocal links on each other's websites.
  • Make an investment together: split the cost of buying a new state-of-the-art scanner and then share the equipment on an alternate-months basis.

More advice on relationship networking can be found here.

The UK Small Business Marketing Bible contains hundreds more tips and tactics for boosting your sales using proven marketing strategies that work no matter what product or service you sell.

Legal tip

Disability Discrimination Act 1995 - are YOU ready?

We've talked about the Disability Discrimination Act quite a lot this year, but it's worth taking a quick look at exactly what 1 October will bring.

That's the date when the final clauses of the 1995 Act will be brought in. Businesses with 15 or fewer employees may have to make "reasonable adjustments" to avoid discriminating against employees - present or future. And businesses of any size may also have to adapt their workplace by removing physical barriers hindering or preventing disabled access to their premises.

There are no hard and fast rules, however, and the Government's Disability Unit recommends a common sense approach. To help, they've published a list of examples of what might be a "reasonable" adjustment.

Sole traders are less likely to be affected by these provisions. Somebody working alone in a workshop with no public access will probably be unaffected. But if you run a shop, for example, you may have to arrange your premises so that the disabled will be able to enter and move around.

The Disability Unit emphasises that big businesses can afford to make adjustments that are beyond the financial reach of smaller firms, but also concludes that the Act is an opportunity for businesses of all sizes to open up to a new clientele.

There are more suggestions about complying with the law here.

The Red Tape BUSTER also has a range of information about the Act, and hundreds of other scenarios, factsheets and frequently asked questions.

IT tip

Patching and updating Windows

Windows seems to be under permanent siege from hackers, worms, spyware and scumware these days. So it pays to keep your PC updated with the latest patches and service packs Microsoft offers. However, with the proliferation of versions - XP Millennium, 2000, and so on - it can take a bit of time before you work out which downloads you need to combat any given threat.

But there are ways of making life a bit easier when it comes to updates.

  • Firstly, it's worth remembering there's a difference between service packs and patches. Service packs are released on the second Tuesday of each month, and they're basically a bundle of all the updates and patches written over the month. Patches are much smaller, and they're designed to deal with a specific urgent threat such as a new worm. Microsoft releases them as soon as it can.
  • If you're reasonably familiar with computers in general, it's a good idea to sign up to Microsoft's e-mail alert service - it gives you a list of patches available and which version of Windows they can be applied to. The threats are labelled according to urgency, and you can make a decision on whether or not to go ahead and download the relevant patch.
  • If you're not confident enough to decide what your system needs or doesn't need, you can let Microsoft decide for you. When you're online, click your Start button (at the bottom left of your screen), and then Windows Update. You'll be transported swiftly to the relevant part of the Microsoft website, where you can find out what updates your computer needs. Then you can download and install the ones you choose in a single click.

Still baffled? There's a user-friendly guide to patch management and the Microsoft support website is also worth visiting.

New business idea

Each week we provide you with summaries of some popular or emerging business ideas in the UK.

Here is this week's idea:

Just one word

Do you know what the word 'bellwether' means?

a. a virus-infected e-mail which looks like it's from a friend
b. a legal term for something that has two opposite meanings
c. an indicator of trends
d. an unusually favourable market

Answer at the end of Bulletin.

Did you know?

The end of the Internet as we know it?

The Internet might be about to collapse under its own weight, if you can believe everything you read. Global technology firm Intel said last week that the technology the Internet is based on is more than 30 years old, and can no longer support today's volume of information and users. As millions more users in developing nations gain Internet access, Intel reckons the system will buckle under the pressure. Intel's claims have been backed up by other leading communications firms, and it has set out a strategy for updating the Internet's network, which would make it more reliable by monitoring and re-routing traffic to combat surges in usage.

However, other sceptics are claiming that the 'end of the world' scenario has been overstated, and are dubbing Intel's proposal the 'Intelnet', as the strategy - yes, you've guessed it - pivots on the use of Intel's products to save the day.

Get a load of Intel's warnings, plus the sceptics' reaction, at:
http://www.contractoruk.com/news/001697.html

Government addresses e-security at last

The Government has finally decided that it's high time it got around to addressing the issue of IT security in today's worm-filled, spyware-saturated digital world. Unbelievably, there's still no central Government resource for businesses and consumers to get advice and support on issues relating to computer crime, identity theft, virus attacks and related issues.

Hopefully this will soon be available as part of a new campaign, but for now you can browse this list of existing Government websites and information resources on the topic of e-security at:
http://www.egovmonitor.com/features/esecurity.html

A clean bill for caterers?

All food premises, including restaurants, pubs and cafés, might soon have to display the results of hygiene inspections so that customers can read them, if the Chartered Institute of Environmental Health (CIEH) gets its way. The proposals are currently under discussion, and will apply regardless of whether you got top marks on your inspection or did badly. Any business involved with catering needs to keep up to date with this issue.

You can read more about the proposals at:
http://www.cieh.org/news/press/cpr2004/cpr2004008.htm

Worth a visit

Amazon squares up to Google

A few weeks ago, we mentioned that Amazon was planning to launch its own search engine and we linked to the test version they'd put online. Last Thursday, the official version went live and you can put it through its paces for yourself. We think it's pretty clever - as well as a list of links, it offers a column of images, news headlines, and if you register it'll show a list of your previous searches and results.

Check it out at:
http://a9.com

Wandering eyes

Ever wondered what your customers actually look at when they visit your website? You'd be surprised - according to this site, people's eyes wander all over the screen. And there are plenty of handy tips: short paragraphs work best, text is better than pictures, and banner ads can sometimes be completely ignored. With this in mind, maybe you can design a website with greater impact and keep your customers interested for longer.

Run your eyes over the advice here:
http://www.poynterextra.org/eyetrack2004

What a (infected) picture!

Microsoft's latest security bulletin has flagged up a hole in the way its software deals with JPEG attachments (picture files, to us dummies). The new flaw is being labelled "critical", as it could allow an attacker to take complete control of your machine. It affects users of Internet Explorer, Outlook and Word with Windows XP, Server 2003 and Office XP operating systems. If you've already got XP's Service Pack 2, you should be OK; if not, you should download the patch Microsoft has released pronto.

We'll be having a critical look at Service Pack 2 next week. For now, have a read of Microsoft's own security update at:
http://www.microsoft.com/security/bulletins/200409_jpeg.mspx

Worth a read

This e-book offers a candid look at the dot.com mania of the late 1990s. Reasons for the boom are explained, and the book's narrative captures the frenzy that accompanied dot.com fever while also giving a nod to the lessons that should be learned. A fascinating read whether your business is online or not, the book also offers a useful introduction to the workings of the stock market. Check out:

Worth a read

Dot.con, by Robert Hartwell

Just one word answer

The answer is c.

A bellwether is an indicator of trends. A bellwether stock, for example, will give an idea of the direction a market is heading in. It comes from the old shepherd's trick of attaching a bell to the leader of his flock.


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Good luck

The EnterQuest Team

This information is meant as a starting point only. Whilst all reasonable efforts have been made, the publisher makes no warranties that the information is accurate and up-to-date and will not be responsible for any errors or omissions in the information nor any consequences of any errors or omissions. Professional advice should be sought where appropriate.

 


© 2004 Cobweb Information Limited
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