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Niche companies needn't be intimidated by their large corporate competitors because even the biggest companies must be adept at marketing differently to discreet audiences, writes the author, who founded the country's leading black-owned media concern. The solution is to stick to your specialty, maintain excitement with new ideas, and commit resources to expanding the brand.
Earl Graves, the founder and publisher of Black Enterprise Magazine, offers statistical evidence and his own business experience to explain businesses lose out when they dismiss the fact that the African-American consumer is most interested in a product or service's business value, not it's perceived social value. The incorrect assumptions about the African-American market that many businesses make can be corrected through, as Graves has discovered, with persistence and careful explanations of the overwhelmingly positive qualities of the African-American consumer.
Niche businesses either start with specific offerings for a discreet audience or carve out specialities within a broader base. Either way, entrepreneurs who operate niche companies must understand themselves, their goals, and their customers, in order to deliver marketing campaigns that are simple and effective.
A business plan for entrepreneurs should engage the heart as well as the head, writes the author, who advises two plans-the formal document for bankers and investors, and then, the business plan that comes from your heart.
Entrepreneurs need a "just-right" business plan, one that provides a measuring stick for fast growth without overtaking performance, writes this computer-consulting entrepreneur.
A formal business plan, often considered an anathema to entrepreneurs who fancy themselves "do-ers" rather than thinkers, enables clear thinking, clarity of purpose and a benchmark against which ventures can measure success. Included are a list of do's and don'ts for entrepreneurs new to (or bewildered by) the essential planning process.
Make e-mail your ally to enhance the way you market and sell products and services over the Internet, writes this technological entrepreneur. As you turn to e-commerce, turn first to e-mail to develop a list of potential customers who also want to hear from you, get the word out about your offerings, and eventually customize your pitches for individual buyers, the author advises. Just avoid the big e-mail no-no: spamming.
Entrepreneurs of a certain age need to accommodate the changes in attitude on the part of the younger generation or risk becoming dinosaurs, writes the author, who turned to entrepreneurship after a career in the U.S. Army and at a major corporation. Today's young people are technologically savvy, casual about dress and deportment, and forward about expecting to advance at a younger age, he says. He includes tips for adjusting one's management style to help -- rather than change -- the new generation.
Age is an issue for today's entrepreneurs, especially those in technology-based businesses, writes the author, who founded an Internet company right out of college. Younger entrepreneurs, he argues, are more likely than their elders to be technologically astute and to be creative and flexible, attributes that are integral to their companies and enable those enterprises to succeed. The author includes tips for using youth as an advantage in business.
Credit cards, unlike conventional commercial bank loans, allow entrepreneurs immediate access to financing at reasonable interest rates. The author, who used plastic debt to launch a consulting company, claims that business owners who take his approach can focus on the far more crucial task of winning and keeping customers in today's fast-paced environment. What's critical, he suggests, is managing the debt wisely by keeping costs down, taking advantage of lower rates, and pegging expenditures to cash flow.
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