Any small business starts with a good idea. But pampering it along until the good idea bears fruit is tricky.
Paul Wheeler of Manchester, Vt., who with a partner made Life Is Crap a successful business that markets millions of dollars worth of merchandise, shares some pointers on how to negotiate the rapids of getting started until you come to more peaceful waters.
Tip #1 – Ask Experts For Assistance
Before you launch your small business, be absolutely certain you have your idea firmly in your grasp. False starts make expensive lessons. Focus on what it is you want to do. Research to learn what is available that will move you toward your goals. Find out what the competition is likely to be. Be certain before you begin that you and those you may be working with have the skills necessary to achieve your goals. If there seem to be gaps, look for advice. Communicate with others who have experience in the area you are looking at. There is much available just through a search of websites that represent people who have ideas similar to yours. Borrow from them, but be wary of such things as copyright, intellectual ownership and other legal realities that could land you in hot water. Many businessmen who are dealing with the same kinds of things you want to do are often willing to give you a little of their time. Ask. Wheeler advises that “The ability to recognize what you don’t know is first and foremost.”
“You don’t personally have to have expertise in everything,” he adds. “Look for the best help you can get.” In his case, that involved gathering a small group that represented artists (they sell clothing and other items printed with “Life is Crap” messages) and others with business and marketing experience, Their business is based on humor, so it was essential that the creative element share that sense of humor. If you find yourself mismatched with any of those you will be working with, remedy it sooner than later. Too many points of disagreement can be fatal to even the best ideas. When you are sure you have found the right combination, let others do their jobs. “Let them flourish,” Wheeler says.
Tip #2 – Be Consistent
Stay consistent. If you are discouraged too soon, your business will be affected. Look ahead to plot where you are going. Set achievable short-term goals and stay committed to them. Make adjustments when you need to, but don’t jump from one thing to another. “Do it without losing sight of the underpinnings of your business,” the Vermont small business owner advises.
Tip #3 – Have Faith That Things Will Work Out
Wheeler acknowledges that a bit of luck now and then helps. One of the new twists for “Life is Crap” involves putting designs on Life Is Crap checks. And that little venture was pure serendipity, he says. He was attending a trade show and chanced to meet someone in the check printing business. A little casual conversation and voila! But the key element here is that Wheeler was in a place and at a time when other creative people were gathered. Even serendipity needs a hand sometimes.
Tip #4 – Have Empathy For Your Customers and Employees
He lists a number of qualities that he believes will help people starting a business: Have empathy for employees and customers. Identify with people. Hone your analytical skills and if you feel you are lacking, find someone who can do the job for you. Be able to laugh at yourself. Learn to really listen to others. Recognize that they may have something important to offer. Cultivate humility and patience. Try to stay fresh and open to innovation because things change. .
Tip #5 – Love What You Do
Most of all, you “need to really love what you’re doing and come to understand it thoroughly. If you are ready to “work morning to night,” he says, “You’ll probably make it. But people who have great ideas go bankrupt every day.”