Useful Web Contacts

Networking for Techno Preneurs

Chamber Events

Women’s Networking

Entrepreneur Training

For Foreign Trade

Computer Meetings

Leasing for Start-Ups

Incubator Start-Up Space

Hiring for Start-Ups

Marcia Guberman: Hiring Employee #1

Richard Telofski: E-Biz Marketing

Roxane Hearn: Start-up Advice

Corrections or additions?

For Entrepreneurs

Top Of Page
Useful Web Contacts

A One Stop Shopping Business Gateway: File just one form

with the treasury department’s revenue division and it will go to

the right places, including the Commercial Recording Bureau, the

Division

of Taxation, and the Division of Employer Accounts in the Department

of Labor. All kinds of instructions and forms — including employer

payroll tax — are available at

http://www.state.nj.us/treasury/revenue/1stop.htm

Employer Insurance. For hiring questions, go to

http://www.state.nj.us/labor

or call 609-292-2638. Workers compensation information is available

at 609-292-2516. For coverage information call the Compensation Rating

and Inspection Bureau at 973-622-6014.

Or call the division of employer accounts hotline at 609-633-6400.

The taxation hotline is 609-292-2400. Information on the taxpayers’

bill of rights is at 800-323-4400.

Incorporation: Get legal advice on whether you want your

business to be a corporation, a limited partnership, an S corporation,

or any of the other choices. An excellent summary is on Herb Spiegel’s

website at http://www.mccc.edu/~hss/sbdcinfo.htm.

Trade Name. The Department of Revenue’s Commercial

Recording

Department (609-292-9292 or

http://www.state.nj.us/treasury/revenue/dcr/dcrpg1.html

) offers same day service on fax filing of trade names, trademarks,

and service marks. You also need to call the county clerk of the

county

in which your business is located.

State taxes. You will need a New Jersey tax identification

number. If you will be collecting sales tax, you must have a New

Jersey

Certificate of Authority on display at your place of business. Call

609-588-2200.

Federal tax forms are available on the IRS website

(http://www.irs.treas.gov/forms_pubs/index.html).

Don’t try to download W-2 forms. Instead, use the website to decide

what form you need and call 800-TAX-FORM (800-829-3676) or

800-829-1040.

Finance Finder is a questionnaire offered by the New

Jersey

Economic Development Authority. Fill it out and they will direct you

to the best available program for your needs. http://www.njeda.com/

New Jersey Commerce and Economic Growth Commission can

often offer incentives to businesses hoping to locate in New Jersey.

Call 609-777-0885, fax 609-777-4097,

http://www.state.nj/us/commerce

The commerce department’s Office of Small Business has

a clearinghouse for information for businesses that employ fewer than

100 workers, including information on set-aside contracts

(preferential

bidding for women-owned or minority-owned businesses). Call

609-292-3860;

http://www.state.nj/us/commerce/swmb/swmb2.htm

PSE&G’s Location NJ site offers useful demographics to

slot into your business plan plus well-organized information on

state-sponsored

incentive programs. Call 973-430-6861

(http://www.locationNJ.com).

Good demographics are also at the Department of Labor site

(http://www.wnjpin.state.nj.us/

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Networking for Techno Preneurs

Association of Internet Professionals, meetings on second

Wednesdays at 6 p.m. at Sarnoff Corporation, Fisher Place,

609-924-8864 (http://www.princeton.us.association.org).

Biotechnology Council of New Jersey Inc., 160 West State

Street, The Princeton House, Trenton 08608. John Jackson, chairman.

609-890-3185 (http://www.businesswire.com/emk/bcnj.shtml).

Center for Technology Commercialization Thomas H. Brown.

908-231-9323; part of NASA Technology Transfer System.

New Media Association, Cyber Pub meetings on third

Thursdays at 7 p.m. (cash bar) at the Westin hotel, Morristown,

973-267-4200, extension 193 (http://www.nmanj.com).

New Jersey Commission on Science & Technology, 28 West

State Street, Box 832, Trenton 08625-0832. John V. Tesoriero PhD,

executive director. 609-984-1671;

(http://www.state.nj.us/scitech). Semi-independent branch of New

Jersey Department of Commerce and Economic Development.

NJIT: Center for Information Age Technology, 323 King

Boulevard, University Heights, Newark 07102. Mitchell Darer, director.

973-596-3035 (http://ciat.njit.edu). State center for training and

impartial consulting to manufacturers,

government, non-profit, and educational institutions.

NJIT Defense Procurement Technical Assistance Center ,

Dolcey E. Chaplin, director. 973-596-3105. Guidance

for small businesses to win and perform on contract awards.

New Jersey Technology Council, 1001 Briggs Road, Suite

280, Mt. Laurel 08054. Maxine Ballen, president. 856-787-9700

(http://www.NJTC.org). Statewide group with various industry tracks

that provides recognition, networking, information, and services for

the state’s technology businesses, also with an office at 500 College

Road.

Princeton Technology Alliance Inc., 863 State Road,

Princeton 08540. Cathryn A. Mitchell, president. 609-921-3322. The

nonprofit

organization supports development and advancement of technology in the

greater

Princeton area.

Princeton University Photonics and Optoelectronic

Materials ,

Engineering Quad, J303, Princeton 08544. James C. Sturm, director.

609-258-4454 (http://www.poem.princeton.edu).

Exploration and transfer of photonic technologies from the laboratory

to the marketplace, also New Jersey Center for Optoelectronics, center

for ultrafast laser applications, and center for bio-molecular

applications

of nanoscale structures.

Research and Development Council of New Jersey , 400

Morris Avenue, Suite 222, Denville 07834. John

Daghlian, executive director. 973-627-5330

(http://www.research-nj.org). It supports continued growth

of technology-based organizations in the state.

Technology New Jersey Inc., 212 Carnegie Center, Suite

206, Princeton 08540. Grace Polhemus, president. 609-419-4444

(http://www.technologynj.org). A central

communications and action framework connecting technology companies to

vital information, resources and power.

Technology Help Desk & Incubator (NJSBDC), 100 Jersey

Avenue, Suite D-1, New Brunswick 08901. Randy Harmon, director.

800-432-1832 (http://www.nj.com/njsbdc). Co-sponsored by NJ Small

Business Development Center of Rutgers Graduate School of Management,

and the U.S. Small Business Administration this center offers help

in commercializing new technologies and growing technology based

businesses.

It links entrepreneurs with NJCST’s Advanced Technology Centers,

Technology

Extension Centers, and Business Incubators, and also to the New Jersey

Small Business Development Council’s regional small business

development

centers (http://www.nj.com/njsbdc/directory.html).

The NJSBDC home page, hosted by New Jersey Online, has a wealth of

information for start-ups and growing businesses, including a library

of helpful documents, links to federal and state government sites,

and frequently asked questions.

Washington Technical Liaison, Michael Miller,

703-354-1102 (E-mail: mma@digizen.net). Funded by the New Jersey

Commission on Science & Technology, the WTL helps high-tech businesses

pursue federal R&D contracts and grant opportunities.

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Chamber Events

Chamber of Commerce of the Princeton Area , 216 Rockingham

Row, Princeton Forrestal Village, Box 431, Princeton 08542. C. Ellen

Hodges, president. 609-520-1776 (http://www.princetonchamber.org).

Regional chamber of commerce primarily serving Mercer, Middlesex,

& Somerset counties. The monthly membership luncheon on first

Thursdays

is at the Doral Forrestal ($28) at 11:30 a.m., and a Small Business

Council breakfast is held each month at 7:45 a.m. The annual dinner

dance ($150) is Saturday, January 29.

Hightstown/East Windsor Chamber, 609-448-4412; fax,

609-448-1672. Box 87, Hightstown 08520. Lena Jasper, director.

Meetings are on second

Thursdays, at either the Coach and Four or the Court Jester, at either

7:45 or 11:45 a.m.

Mercer Chamber, 609-393-4143. 214 West State Street,

Trenton

08608. Also Hamilton, Hopewell and other affiliated chapters.

Membership

luncheons ($30) are usually third Thursdays at 11:30 a.m. at the

Hyatt. Breakfast club meetings ($20) are at 8 a.m. on second Mondays

at various locations.

Middlesex County Regional Chamber of Commerce , 1

Distribution Way, Monmouth Junction 08852. Nancy M. Ostin, executive

director. 732-821-1700 (http://www.mcrcc.org). Good Morning Middlesex

County breakfast meetings ($30) are at the Edison Clarion on first

Thursdays at 7:15 a.m. Business After Hours card exchanges ($15) are

Tuesdays or Thursdays at 5:30 p.m. at various locations. On third

Wednesdays, at the North Brunswick Ramada at 8 a.m., the

Employer-Legislative Committee ($20) has guest speakers, and the Human

Resource Council schedules luncheons ($20) at the East Brunswick

Ramada also on third Wednesdays.

Major dates: at the New Brunswick Hyatt the Community Leaders of

Distinction dinner ($100) is Thursday, January 27. The Economic

Forecast for Middlesex County is at DeVry Institute on Friday,

February 25 at 8 a.m. A general membership meeting ($35) will be at

St. Peter’s University Hospital on Monday, March 13 at noon. The

Business & Industry Expo is on Thursday, May 11, at the Raritan

Center.

New Jersey Chamber of Commerce, 216 West State Street,

Trenton 08608. Joan Verplanck, president. 609-989-7888

(http://www.njchamber.com). The train to Washington trip is

Thursday, February 3.

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Women’s Networking

Central Jersey Women’s Network, 908-281-3119. Dinner

meetings ($30) at 6 p.m. at the Holiday Inn

Princeton on alternating Tuesdays and Wednesdays, usually the third

week. Wednesday, January 19, Tuesday, February 22, Wednesday, March

22, Tuesday, April 11, and Wednesday, May 17.

Hightstown East Windsor Business and Professional Women,

609-426-4490. Dinner meetings at the Coach & Four ($17.50) usually on

second Mondays at 6:15 p.m.

Industrial/Commercial Real Estate Women, 973-325-2700,

extension 124. Breakfast, lunch, and dinner meetings on a varied

schedule, often at the Newark Airport Marriott. Thursday, January 13,

5:30 p.m. Also Thursday, February 10, at noon; Thursday, March 16, 8

a.m.; Friday, April 14, noon; Thursday, May 11, 5:30 p.m.

New Jersey Association of Women Business Owners, 225

Hamilton Street, Bound Brook 08805. Joanne Yard, president, 1998-1999.

732-560-9607 (http://www.njawbo.org). State organization with 15

chapters. The Middlesex County chapter (732-238-8408) has dinner

meetings at the Edison Clarion on first Mondays at 6 p.m., except for

Tuesday, February 15. The Mercer County chapter (609-924-7975) meets

at the Palmer Inn ($34) on alternating Tuesdays and Wednesdays at 6

p.m. and offers periodic "R U an Entrepreneur" workshops at the Mercer

County Library, Lawrence Branch.

Princeton YWCA Business and Professional Women,

609-497-2100. Monthly breakfast meetings ($20) at 7:45 a.m.

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Entrepreneur Training

New Jersey Small Business Development Center, 49 Bleeker

Street, Newark 07102. Brenda Hopper, statewide director. 973-353-5950

(http://www.nj.com/smallbusiness). Free

management consulting and affordable training for entrepreneurs

through regional and satellite centers and incubators.

MCCC Small Business Development Center, offers year-round

training in subjects useful entrepreneurs. From developing a business

plan to recordkeeping, the eight-course "Certificate in

Entrepreneurial Management" offered at Mercer County College covers

the basics of building a business from the ground up. Instructors are

members of the Small Business Development Council and professionals in

the fields of law, accounting, and business services. All courses

listed below are on the West Windsor

campus. Call 609-586-9446.

"Start Your Own Business" is a good place to begin, and Nunzio Cernero

teaches the first of five sessions on Thursday, January 13 at 7 p.m.,

$50. Covering the legal matters, "Forming Your Own Corporation,"

taught by Murray Gendzel, is on Saturday, January 29, at 9 a.m., and

repeats on April 8. $25.

A Pre-Business Workshop taught by Mari Galvez de Cerdas is Thursday,

January 20, at 8:45 a.m. $49. A similar workshop particularly for

women is Thursday, February 19. The both-sexes workshop repeats

Thursday, April 13.

Gordon Keith of Keith Associates teaches a five-session "Developing

Your Business Plan," on Thursday, March 30, at 6:30 p.m. $50. Donna

Marchetti takes that one step further and discusses how a good

business plan can lead to a business loan. Monday, May 8, 7 p.m. $25.

Al Spiewak teaches a five session course in "Marketing Strategies and

Research" starting Wednesday, February 16, at 7 p.m., $50. Blaine

Greenfield offers "Creative Marketing Techniques to Increase Sales" on

Saturday, March 11, at 9 a.m., $25.

For "Recordkeeping for a Small Business I," P.K. Vasudevan, CPA, is

the instructor, five sessions beginning Tuesday, March 14, or Tuesday,

May 16, both at 7 p.m. $70. Suzanne Rosenblum CPA follows that up with

a five-session small business tax course starting Tuesday, April 18,

at 7 p.m., $50. Madeline Britman of the NJSBDC gives advice on doing

business with the government in a one-day course on Wednesday, April

26, at 9 a.m. $25.

MIT Enterprise Forum of NY, David L. Wiesen. 212-681-1112;

fax, 212-286-9036 (http://www.mitef-nyc.org). Not for profit group

dedicated to helping

entrepreneurs.

Rothman Institute of Entrepreneurial Studies, 285 Madison

Avenue, Fairleigh Dickinson University, Madison 07940. Leo J. Rogers,

director. 973-443-8842

(http://www.fdu.edu/academic/rothman/index.htm). Entrepreneurial

outreach

programs, also the Family Business Forum.

Rutgers Center for Entrepreneurial Management, Sharon

Gifford. 973-353-1646; fax, 973-353-1233. Umbrella organization for

entrepreneurial and small business outreach programs.

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For Foreign Trade

Center for International Business & Education, Raritan

Valley College, North Branch, 908-526-1200, extension 8235. E-mail:

global@raritanval.edu, (http://www.raritanval.edu/ipbd/international).

Breakfast seminars, usually third Fridays at 8 a.m., $10.

Chamber of Commerce of the Princeton Area , 216 Rockingham

Row, Princeton Forrestal Village, Box 431, Princeton 08542. C. Ellen

Hodges, president. 609-520-1776 (http://www.princetonchamber.org).

International Market Place 2000, an expo cosponsored by the

International Business Development Council, at the Marriott on

Thursday, February 24.

International Trade Data Network available by appointment

through MCCC’s Small Business Development Center

(http://www.mccc.edu/business/sbdc/itdn.html).

With PC-based search and retrieval software, find information on trade

leads, country marketing plans, industry business reports, an export

yellow pages, and dozens of other topics. Call 609-586-4800, extension

3469.

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Computer Meetings

Princeton MacIntosh Users Group, 609-252-1163. Free

meetings on second Tuesdays at 6 p.m. in Princeton University’s Jadwin

Hall,

Room A-10.

Princeton PC Users Group, 908-281-3107

(http://www.ppcug-nj.org). Free meetings on second Mondays at 7 p.m.

at the Lawrenceville Library, Route 1 and Darrah Lane,

25th Annual Trenton Computer Festival, New Jersey

Convention Center, Edison, 800-631-0062 (http://www.tcf-nj.org).

Saturday, May 6, 10 a.m. to 4

p.m. and Sunday , May 7, 10 a.m. to 4 p.m.

Princeton ACM/IEEE Computer Society, 609-924-8704

(http://www.acm.org/~princetonacm). Free

meetings at Sarnoff Corporation, usually on third Thursdays at 8 p.m.

Students with parents welcome. Refreshments served. Also pre-meeting

dinners at Rusty Scupper.

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Leasing for Start-Ups

With small businesses making up much of the American

economy, millions of Americans find themselves negotiating commercial

leases every year. Yet it remains one of the most difficult

transactions

to execute. The commercial lease is so mired in "legalese"

that the average person is ill-equipped to cope with its implications.

Thomas G. Mitchell wrote "The Commercial Lease Guidebook:

Learn how to win the leasing game!" to be a concise reference

that simplifies the lease process. In easy-to-understand language,

Mitchell features a step-by-step system that shows how to organize

and review a lease. The book costs $19.95 plus $4 shipping. Call

800-888-4741

or write to Macore International, Box 10811, Lahaina, HI 96761.

Mitchell’s descriptions enable all three parties to the lease —

landlord, tenant, and agent — to understand what clauses are

generally

about, who wants what positions, and why.

The book’s section on "negotiation" will help the reader make

a better deal. Mitchell quips that the commercial lease is a great

example of "The Golden Rule," as in "he who has the gold

makes the rule."

"Since the landlord owns the property, the lease is designed

primarily

to protect the landlord’s property and ownership rights, and to

satisfy

the requirements of a lending institution. Secondarily, the lease

defines the rights of the tenant.

"If you are on the tenant’s side of the table, expect a

`landlord-oriented’

lease as you start your review, and you will find it to be a lot less

frustrating.

"If you are a tenant using an agent to conduct your negotiations,

give the agent the proper negotiating tools. Your negotiator should

be equipped with a detailed list of specifications, budget restraints,

critical dates, names and titles of the parties who will sign the

lease, and some understanding of your financial situation. Your agent

can then make a much better impression on prospective landlords.

"To conduct effective negotiations, you must distinguish your

`needs’ from your `wants.’

"Bargain hard for your `needs,’ and don’t be afraid to establish

a bottom line on each issue. Create an agenda, and during the

negotiating

process, explain the reasons for the positions you take so as not

to seem arbitrary."

Mitchell refers to "wants" as "give-ups," saying that

before you even start negotiating, prioritize your "give-ups"

and sacrifice them carefully in exchange for "needs."

"Also understand that both parties have a hidden agenda. It

contains

their list of needs — the points that will make or break the deal.

It is camouflaged with `wants.’ Uncovering the other party’s hidden

agenda is, therefore, the key to success.

An example: As a tenant, if you "need" extra parking spaces

(above the landlord’s standard "parking ratio," but you

"want"

a designated parking area, you might give up the designated area just

to get the spaces.

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Incubator Start-Up Space

Shared office spaces are a good intermediate step between a home

office

and an office with your name on the door. Another option is one of the

government-sponsored incubators. Like

the shared offices, they offer such services as use of a copy machine,

a fax machine, a telephone system, and a receptionist.

Trenton Business and Technology Center Inc., 36 South

Broad Street, Trenton 08608-2102. Dan B. Strombom, manager.

609-396-8801 (http://www.mccc.edu/sbdc/incubator.html)

An incubator for technology-based businesses.

Burlington County College High Technology Small Business

Incubator , 900 Briggs Road, Mount Laurel 08054. Frank S. Keith,

manager. 856-222-9311, extension 7906 (http://www.bcc.edu).

Technology Help Desk & Incubator (NJSBDC), 100 Jersey

Avenue, Suite D-1, New Brunswick 08901. Randy Harmon, director.

800-432-1832 (http://www.nj.com/njsbdc).

New Jersey Technology Center, Route 1 South, North

Brunswick,

c/o NJ EDA, CM 990, Trenton 08625. Michael B. Francois, NJEDA, real

estate development. 609-292-0369. Laboratory and production facilities

for emerging technology companies who have grown past the incubator

stage.

Picatinny Innovation Center, 3159 Schrader Road, Dover

07801. 973-724-6914. E-mail: pmilley@ccm.edu. Incubator for technology

firms that can have access to federal laboratories, personnel, and

critical technology.

Stevens Technology Ventures Business Incubator, Castle

Point on Hudson, Hoboken 07030. Gina M. Boesch. 201-216-5622

(http://attila.stevens-tech.edu/tvi).

NJIT Enterprise Development Center, 240 Dr. Martin Luther

King Boulevard, Newark 07102. Stash Lisowski, director. 973-643-5740

(http://www.njit-edc.org). Technology-oriented small business

incubator.

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Hiring for Start-Ups

When a film is made in Hollywood many people come

together

— the actors, director, screen-writers, artists — and they

all get listed in the credits. "We can apply this model to how

we do business," says Ronnie Fielding, general manager of

the interactive division of the marketing firm Princeton Partners

(http://www.princetonpartners.com) on Research Way (U.S. 1, March 31,

1999).

"The

difference

with the Hollywood Model," says Fielding, "is that we don’t

use vendors, we use partners. We are not pretending that we are doing

the whole thing. A lot of companies come together to create the

project."

As in Hollywood, all partners get credit for getting results for the

client, says Fielding, a 1981 Rider graduate. "We are not

outsourcing. We have the

strategic

expertise inhouse to understand the business issues and to manage

the resources to complete the project. But we also hire artists and

programmers, and they work with us hand-in-hand, and are very visible

to the client."

The partners share in both the rewards and the risks, says Fielding.

"We work for a fixed fee, and everybody works for the fee they

agreed on. Our partners get compensated when we do."

Fielding says that the Hollywood model is ideal for new media

businesses,

a term that refers to any type of computer-based media such as

websites,

DVDs (digitized video on disc), CD-ROMs, and kiosks. "In new media

it is very difficult to hire and retain good talent. When we work

this way, we have an ever expanding pool to choose from."

The Hollywood Model, Fielding says, can be tailored to any business

that needs alliances to move forward. "By making strategic

alliances

you can keep your overheads low and profits high."

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Marcia Guberman: Hiring Employee #1

"When you’re not providing the services you were hired to provide,

when you’re not meeting your deadlines, when you’re working so hard

that you’re no longer having a life, it’s time to hire more

people,"

says Marcia Guberman. But entrepreneurs are notorious for being

possessive. "They have a hard time delegating

responsibilities."

Many first-time employers also have difficulty hiring the right

employees.

As head of Maid Daily Services/M.D.S. Cleaning, a full service

residential

and commercial janitorial company, Guberman has 28 employees, and

as president of Business Builders, a management consulting company,

she offers advice to entrepreneurs.

"Small business owners do not often make an accurate job

description

that answers the needs of their businesses," says. When your

accountant

is over burdened, for instance, you might make the mistake of hiring

another accountant, when what you really need could be support staff.

The accountant who is hired usually ends up leaving because the job

is not what he thought he was hired to do.

"Small business owners often do not know how to conduct an

interview,"

says Guberman. The very human propensity to overlook the faults of

a person you like could be a disadvantage during the hiring process.

Her tips for interviewing:

Keep the job description in front of you and stick to

it. It is easy to fall in love with a candidate’s personality. But

you have to stay focused on the job description and the candidate’s

qualifications. Often employers hire people they were impressed with

at the interview and realize they are not suited for the job.

Do a lot of listening. Candidates are usually nervous

at interviews and talk a lot. By just chatting with them you can glean

a lot about their work ethics, whether they are similar to yours,

if this job is going to be a significant part of their life or just

a 9 to 5 job they could not care less about.

Pose the same questions to every candidate. Otherwise

you are not comparing apples to apples and you do not get a true

reading

of every candidate.

Find out about their last job. Ask them what they liked

and disliked about it. If they did not get along with their boss in

their last job, chances are they will not get along with you.

Go over some of the laws about hiring. That will give

you an understanding of what you can and cannot ask at an interview.

The person you hire should not just fit the job description

but should also fit into the workplace, says Guberman. "If you

have a philosophy in your workplace that everybody does everything

that is necessary to get the job done and you hire someone who is

not a team player, it will create tension and ill-will among your

other employees and that can cause a lot of harm."

It is very difficult to find good employees, and employers should

know the right sources to approach, says Guberman. "For my

janitorial

business, I go to outreach programs. They have lists of people.

WorkFirst

New Jersey is a good source for employees." You have to be aware

of newspapers and who they serve. You also have to be creative about

the advertising dollars you spend. "In the long run a display

advertisement could work out to be more profitable than a classified

advertisement," says Guberman. "You should also network and

let others know that you are looking for a specific kind of

employee."

Employment agencies can be invaluable resources. Small businesses

do not have the time to interview 20 to 30 people, says Guberman.

Employment agencies do the pre-screening, and if you are not happy

with the employee, they will provide a replacement. They also provide

temps you can test out before you hire them. The down-side of

employment agencies, says Guberman, is that they can be expensive.

"Being a small business owner can be a very isolating

experience,"

says Guberman. The strongest support for a small business owner comes

from other small business owners. "They are not proprietary and

are willing to share their knowledge with one another."

Top Of Page
Richard Telofski: E-Biz Marketing

Branding won’t be as important in the E-business economy, says

Richard

Telofski of eBusiness Analysts.

Whether you agree or disagree, this is lesson number eight in

Telofksi’s

new book, "Fast Food for E-Business Marketers," a

pocket-sized,

100-page primer for the businessperson breaking into business on the

Internet. Telofski covers the death of brands, the realignment of

organizational structures, and the flipping of the traditional

supply-demand

model through graphics, pictures, wisecracks, and the book’s mascot,

a character known as "Painfully Traditional Rabbit Economist,"

an illustrated rabbit that appears from time to time to make a point.

Telofski, who has an MBA from Rider and a BA in mass communications

from Rutgers, headed a competitive intelligence consulting firm prior

to starting eBusiness Analysts, a Tamarack Circle-based strategy and

marketing planning firm for online ventures (609-497-0122). The

company

just has a virtual consultancy at http://www.ebusinessanalysts.com

For as little as $255 a year, businesses transitioning to E-commerce

can pose questions to a virtual consultant by the name of

"Buzzy,"

a composite of all the staff members at eBusiness Analysts. Answers

are custom-tailored to each business based on information collected

at registration, and responses are promptly issued through E-mail.

Clients also get a free copy of Fast Food for eBusiness Marketers

when they sign up.

The book is a quick read — maybe an hour — but it tackles

some pretty heavy economic issues (although with chapters titled

"Space,"

"Time," "Matter," and "Fractals," it seems

more like a physics lesson). There’s a recap, or "take away"

portion, that outlines the main points at the end of each lesson so

theoretically, you could skim the book in a few minutes.

Some advice "to go:"

"Informationalize" any product or service that

you have on the Internet. From the book: "Abstract the information

elements of any product or service to solve customers problems."

Find employees who know about people, because all business

transactions are based on human behavior. These points are reiterated

over and over: "People are the keys to the New Economy," and

"Hire really smart people."

Don’t be afraid to put seemingly contradictory elements

together on the Web, like competitors. In today’s economy, writes

Telofski, it’s essential to be a part of the network, in the

"economic

web," so to speak, even if that means linking with a competitor:

"The presence of so many competitive elements will attract

qualified

potential buyers," he writes. "If your offering is superior,

the buyers will become your customers. But if they do not become your

customers, you will still benefit from the network feedback, receiving

information as to why your offering was not chosen."

Be able to withstand the test of a search on your product

and company. Traditional branding won’t hold up when everything about

your product — pricing, suppliers, even corporate culture —

is exposed: "Search technology will quickly reveal inferior

product

features or prices that are not competitive," Telofski writes.

"No more hiding behind a brand in the New Economy." For that

reason, branding won’t be that important, says Telofski, because

information

that empowers consumers will be right at our fingertips.

Allow for the free-flow of information within the company,

just as information flows freely in the economy at large. This is

Telofski’s "fractal" theory: each department, or fractal,

of a business needs to be exposed to supply and demand as though it

were a company unto itself, without the political and budgetary

constraints

imposed by management. "If management controls the flow of

information

within the company in a `non-fractal’ fashion," he writes,

"how

can the company expect to function as efficiently, and as fractally,

as the larger economic system of which it is a part? Then it is at

odds with a system that is supposed to ensure its survival.

Finally, E-business is about action: "Get on board or get

run-over," writes Telofski.

Top Of Page
Roxane Hearn: Start-up Advice

Roxane E. Hearn of Roxane’s Errands ‘n Things LLC warns future

entrepreneurs not to let anyone talk you out of your idea, if you

believe it to be a great idea. Her tips may sound familiar but are

worth repeating:

Be prepared. You never get a chance to make a first

impression.

Be better prepared than you think you will need to be.

Hire people smarter than you. Choose a business partner

the way you choose a tennis partner. Select someone who is strong

where you are weak.

Talk slowly but think quickly.

Don’t make the same mistake twice.

Don’t be thick-skinned. Take criticism as well as praise

with equal grace.

In spite of all the do-it-yourself services available, Hearn cautions

that every entrepreneur still needs to have an attorney and

accountant.

Two hardcore skills that everyone needs to have are how to read a

financial report and how to take control of E-mail and a home page.

Last but not least, she says, "after you have worked hard to get

what you want, take time to enjoy it.


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