Tag Archives: Launching a Business

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Preparing for Social Media Lift-Off, Part 1

You are just a few days away from opening your business, and the punch list seems to grow. It’s late at night, and you can’t sleep. You rise, grab a hot cup of tea, and open up your laptop. It just dawned on you that you need a Facebook page for your business.

Though it is never too late to take such action, you can certainly take steps to avoid this situation.

Let’s rewind the scenario.

The calendar indicates that your scheduled launch date is in three months. Your business plans are just starting to take shape. It’s 6am on Saturday morning, you’ve risen early and the kids are still in bed. The hour is peaceful and quiet, except in your head. The clattering of ideas for preparing for your business adventure is making such a racket. You decide to open your laptop and prepare to begin executing your marketing plan by taking the first bite of the social media elephant.

This morning you are going to focus on which platforms of social media you are going to use to market your business and create your brand. Let’s start by looking at local businesses and seeing where they are having the most success.

The little country store out near the state park has nearly 7500 followers on Facebook. How is that possible? They post something nearly every day, not necessarily about their business, but by their business. They typically post three videos a month, and they average 1500 views each.

Impressive.

You are not opening a country store, but you are launching a service business, one with several competitors in the tri state area. You now search them on Facebook, LinkedIn, Instagram, Twitter, Pinterest and YouTube. You look for the following:

  • How many followers do they have?
  • What are they posting about?
  • Are their posts mostly internal (company-based) news, blog posts and articles; mostly external news, blog posts and articles; or a mix of both?
  • What’s their brand voice?
  • How often do they post?
  • How many likes/comments/shares do they get per post?
  • Do they run any polls, contests or fun games with their brand?

Today you’ve done your research, and you can now decide which social media platforms you want to set up on before your launch in 3 months.

Saturday morning, one month later.

Now it’s time to design your guidelines for your social media do’s and don’ts. As you grow, you won’t have time to be the only one posting for your business. This is the time to iron out what your plan is and how it is to be executed, so you are prepared to hand it off when the time comes. Your social media helper will be able to follow the method to secure your branding in the ways that you have intended.

Begin designing your guidelines by asking these questions.

  • Does your brand refer to itself as “we” or “I”?
  • Are any words off-limits?
  • Does your brand have a political leaning? How comfortable is your company with offending followers of a different political leaning?
  • Will you respond to comments and how often? We can’t impress on you enough how important this decision is when you begin the social media marketing journey. How do you respond to reviews, even negative ones? What tone will you use to address negative comments? (There will be haters. It’s a public forum after all.) Are you apologetic, is your policy to address or ignore? Just as importantly, how quickly will you pledge to respond to positive remarks and reviews?
  • If your social media account were a person, what would he or she do for fun? How would he or she talk? What wisdom do they want to impart? Do they have a pet or another animate object that can be the business mascot?

Here at Blairsville-Union County Chamber of commerce, we analyze our social media impact every single day. We look forward to sharing your business with our followers. Stay tuned for Part #2 of our preparation list. Are you getting excited about making your dream come true?

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Launching from the Mountain Tops

You may have been dreaming about your new business for the past twenty years, but in order to launch that vision successfully, there are certain steps to cover.

Revising Your Business Plan. Ok, we are assuming you’ve created a detailed business plan. Before you execute that plan, it’s time to share it with experts in the community in order to get their valuable feedback. Chamber staff, a CPA, a loan officer, a retired business owner and a Rotarian will ask you questions you hadn’t previously considered. Now, before you launch, go back to your plan and revise your goals, your expectations and your finances.

Are You The Expert? Fixing lunch boxes for your kids over fifteen years of their schooling does not constitute expertise in operating a sandwich shop. If you are recognizing that you need an expert, start to consider a coach/mentor, a partner or an employee with significant experience and knowledge.

Put It To The Test. The first days, weeks and months are critical to your reputation. You need to refine your model before you hang that “open for business” sign. Talk to people who might be your customers before you launch and get their views and opinions. Let them “taste test” and “test run” your menu of products services. If your list of services includes cleaning bird feeders, and no one indicates they’d likely use that service, nix it from your list. (Now, did you find out what services they would take advantage of that are not on your list?)

Where’s The Bullseye? It’s essential that you have identified, understand and know how to reach your target market. Who is likely to buy your product or contract for your service? How do you best reach these potential customers? How often are they likely to take advantage of your service or repurchase your product? Where are they procuring that product now and what do you need to do differently in order to secure them as your client? The success of your launch hinges on getting customers right out of the gate. You need to accurately project who they are going to be and understand what drives their decisions to purchase. Your starting marketing message needs to convey to them how your offering differentiates from your competition, and what benefits they will receive as your customer.

Identify Your Cash On Hand. “Potential” capital doesn’t count on day one. Ask yourself, will the cash on hand take me through the next six months of expenses without any additional revenue? Is there enough to cover the projected costs of my marketing plan? Will I be able to financially replenish depleted inventory in that period of time?

Are All Your Ducks In A Row? Is your accounting system up and running including your POS system? If you’ve hired employees, are they versed on your entire product line and services? Even if they are in charge of housekeeping, once they are out in their sphere of influence and they mention they work for your business, people will ask them questions. Be sure they have the answers. Is your website fully functional? Is all of your initial marketing in place? Do you have all the proper licensing? Have you considered and taken appropriate action to limit legal and tax implications?

Become a Member of the Blairsville-Union County Chamber of Commerce. Our Chamber staff is here to help assure that your business isn’t just launched, but that it successfully soars.  

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