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East Bay SBDC

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East Bay SBDC Smart Office/Smart Worker Oakland March 25, 2008 sroth_at_eastbaysbdc.org www.eastbaysbdc.org * ... – PowerPoint PPT presentation

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Title: East Bay SBDC


1
East Bay SBDC
  • Smart Office/Smart Worker
  • Oakland
  • March 25, 2008

2
Welcome
  • Be small with a larger than life footprint
  • Best Practice tools
  • Stay in touch with everyone from anywhere
  • One device with fully integrated electronics

3
Welcome
  • Linkages with managing your business
  • Finance and accounting
  • Product development
  • Marketing
  • Web 2.0

4
East Bay SBDC
  • U.S. Small Business Administration
  • NorCal SBDC Network - CSU Humboldt
  • Alameda County GSA
  • Citibank, PGE, Caltrans
  • Cities across Alameda County and the
  • Tri-Valley

5
Steve Roth
  • Director, East Bay SBDC
  • Management Consultant
  • Venture Capitalist Private Equity Investor
  • Corporate Executive Entrepreneur
  • Years of Seed and Start-up Investing
  • Hate fixed costs

6
  • Send questions to sroth_at_eastbaysbdc.org

7
Resources
  • East Bay SBDC
  • Counseling services
  • Team of 15 professionals
  • 20 years of experience
  • MBAs from top schools
  • Broad range of experiences and expertise
  • Services are free to you

8
Counseling
  • Rick Ohlrich coordinates all counseling
    assignments
  • Get the best fit with the company based on its
    individual needs, goals and stage of development
  • rohlrich_at_eastbaysbdc.org
  • 510-208-0412

9
  • Complete the online
  • Request for Services
  • form

10
Linkages
  • Lenders
  • Service providers of all types
  • Economic Development Agencies
  • Small/Minority/Women Owned Cert.
  • Technology Assistance Program

11
Linkages
  • SCORE (www.eastbayscore.org)
  • Credit Counseling (www.operationhope.org)
  • Womens Initiative (www.womensinitiative.org)
  • Silicon Valley SBDC (www.svsbdc.org)
  • SBA (www.sba.gov)

12
  • Get you to the right resource

13
Seminars
  • Accessing Capital
  • Business Planning
  • Best Practice management techniques
  • Technology series
  • Contracting with the government and large
    corporations
  • Caltrans Vendor program

14
Upcoming Seminars
March 27 Oakland Expansion Capital
April 1 San Ramon Accessing Capital for Small Businesses
April 10 Oakland Starting a Business
April 15 Oakland Business Planning
April 17 Fremont Oakland Retailing 101 Accessing Capital
15
Stay in Touch
  • Go to www.eastbaysbdc.org
  • for a full calendar
  • sign-up for email notification

16
2008 Summit Series
  • Contracting Program
  • to expand into
  • a true Regional event

17
2008 Summit Series
  • Getting Certified
  • May 7th in Fremont, 9 - 12
  • Program is Free

18
  • Legal Services Relationship

19
Legal Services for Entrepreneurs
  • Network of 44 Bay Area law firms who provide
    pro-bono legal counseling
  • 30 minute sessions in Oakland once a month as the
    starting point
  • 3rd Thursday of every month

20
Legal Services for Entrepreneurs
  • Contact East Bay (510-208-0410) for an
    appointment

21
Caltrans
  • Caltrans SBDC partnership
  • New small business contractors
  • Increase work to existing contractors
  • Combination of training seminars and counseling

22
Caltrans
  • Special counselor will be at East Bay one day
    each week (510) 208-0410
  • eduarte_at_azteccm.com
  • (925) 837-1050 Eds direct phone line

23
Caltrans
  • Caltrans training classes resume
  • on April 9th and 10th

24
Caltrans
  • 20 billion of infrastructure
  • building bonds

25
Technology Assistance Program
  • TAP is part of the SBA and SBDC
  • Specialty technology classes
  • Team of technology consultants
  • Hands on help for the small businesses
  • Process starts with East Bay SBDC

26
TAP
  • www.sbdctap.com

27
  • Unique benefits for East Bay clients

28
  • Why is today important to you

29
1
  • How can a small company operate with a large
    company profile

30
2
  • Cost effectively and quickly

31
3
  • Scalable, easy to learn and
  • with ample support

32
4
  • Leveraging technology to maximize your companys
    footprint, ability to compete and credibility
    with customers

33
5
  • Accessible anywhere, anytime
  • with 99.9 reliability

34
  • Lets look at a real example

35
A Crazy 1991 Decision
  • Pioneers are people face down in the mud with
    arrows in their back

36
  • I decided to be a Pioneer

37
Transition and Change
  • Left my Venture Capital firm to start a Buyout
    Fund
  • A start-up like any other
  • Need to conserve cash while you build revenues
  • Yet cant look small to your partners

38
Transition and Change
  • First need for a new investment firm is to build
    deal flow
  • A 99 referral based business
  • Best referral sources are Lawyers, CPAs, Bankers
    Investment Bankers

39
  • Have to believe that youre real or they wont
    send clients to you

40
Transition and Change
  • Aegis ventures had been a very collegial place
    to work
  • Comfortable offices
  • Got to pick our own furniture
  • A lot of nesting
  • Lots of time in Partners meetings

41
  • When you have capital people are happy to come
    and see you

42
How to Operate
  • Fixed Costs are the enemy of profits

43
How to Operate
  • Need to focus outside the box
  • Build deal flow
  • Then need to work with the investments
  • Go to trade shows, customers vendors

44
Virtual Operations
  • Decided to do away with fixed costs
  • Go virtual
  • Unheard of in 1991
  • Never tried as an investment company
  • Expensive offices at the right address were
    considered mandatory
  • 6 people and no office space

45
Primitive Connectivity Tools
  • Before email
  • Before texting
  • Faxes on coated paper
  • Land lines
  • Answering machines
  • Car phones but not really cell phones

46
Reaction
  • Surprisingly very positive
  • Most of the professionals were envious
  • Everyone worked from their home
  • Used space at lawyers, CPAs, banks friends as
    needed

47
Reaction
  • Partners had too much space and were happy to see
    it used

48
Footprint
  • First class marketing and collateral materials
  • Business system for the team
  • Simple design but high quality printing
  • 20 offices across Boston when needed

49
Footprint
  • Meeting at a third party location was seen as a
    sign of importance

50
  • In 8 years no one ever demanded
  • to see the office

51
  • Built deal flow to 350 per year

52
Offices
  • As the investments were made we met at the
    portfolio companies
  • Kept my people in the field virtually 100 of the
    time
  • Stayed connected the hard way
  • Met when needed

53
Evolution
  • Eventually got an office at a friends company
  • More meeting space and file room than offices
  • Minimal services through the shared office
  • People tended to gravitate there anyway

54
Full Circle
  • After 6 years got office space
  • Real address
  • Networks, servers and pictures on the wall
  • Still no one came to visit

55
Full Circle
  • Couldnt get the team out of the office anymore

56
  • Huge mistake as we started having lunch with each
    other everyday

57
  • The CUBE axiom triumphed
  • once again

58
  • Concept of Surface Area

59
Cubes have the most internal volume for their
surface area
60
Surface Area
  • Organizations have an innate tendency to focus
    inwards Become Cubes
  • More comfortable dealing with inside issues and
    problems
  • Meetings to schedule meetings
  • Dealing with outsiders is a negative

61
  • Youre in sales?

62
Surface Area
  • Breeds only bad results
  • Conventional wisdom
  • Insular thinking and actions
  • Not Invented Here syndrome
  • Inevitable development of blind spots
  • Crash and burn when the market changes

63
Maximize Surface Area
  • You must fight this universal tendency
  • Leaders primary task is to maximize the
    companys surface area
  • Force people to focus their attention outward
  • Deal with clients, vendors problems

64
Maximize Surface Area
  • The organization will fight back
  • Moaning and groaning to raise the dead
  • If they dont moan long and loud youre not
    pushing them hard enough
  • Forcing change is a good thing

65
Maximize Surface Area
  • Make your people positively uncomfortable every
    so often

66
Maximize Surface Area
  • If you arent spending 50 of your time outside
    the box are you really leading

67
Continuously break the organization down into
smaller and more focused cubes
68
  • Technology makes this easier
  • to do than ever before

69
Piercing the Cube
  • Connect clients directly to people inside the
    firm
  • Link the supply chain through shared tools
  • Common files
  • Secured accounts
  • Can be a simple email based filing system

70
  • Fixed Costs are the enemy of Profits

71
  • Fixed Costs are different than investments in
    Productivity

72
2008
  • If I could do it in 1991 - you can do it much
    better today
  • Tools are 100 times better and cheaper
  • Software
  • Hardware
  • The Web

73
Cost Vector
  • 1998
  • Lotus Notes costs Millions to allow people to
    work together on the same document in different
    places
  • Strictly for the Global 1000
  • Bought by IBM for 5 billion to lock-up the
    collaboration market

74
Cost Vector
  • 2008
  • Windows Vista Office 2007 Professional
  • Provides 99 of the functionality for 200
  • Designed for companies of all sizes
  • Links you with customers, vendors co-workers
  • Safe and simple to use
  • Available as a web hosted solution

75
Web Based Applications
  • The next big step in virtual operations
  • Data stays on a server
  • Youre mobile
  • Work on files, reports, presentations from
    anywhere
  • Virtual memory
  • Interactive process

76
Web Based Applications
  • Excellent way to leverage someone elses
    investment in fixed costs
  • They need volume to make money
  • Will pay for you to use their service
  • Make it up on the back end in advertising
  • Multiple competitors will drive more
    functionality for less cost

77
Web Based Applications
  • The web is how most of you signed up for todays
    program
  • From your pc to EBs website to 2 web based
    applications
  • PayPal for the class fee
  • WebCats for SBDC record keeping

78
Web Based Applications
  • Check counts
  • Review backgrounds
  • Have email alerts sent to my PDA
  • Change dates, prices and promotional material as
    needed

79
  • From anywhere at anytime

80
Web Based Applications
  • How to get the most leverage out of web based
    applications
  • What to look for in systems
  • How to use them
  • What to customize

81
Web Based Applications
  • Adjust your goals to fit their model
  • Find the one closest to your needs and make
    changes to your perfect system
  • They are making multi-billion investments
  • You need to conserve cash for marketing

82
  • A perfect marriage when it works

83
  • My website as an example

84
Web Based Applications
  • Network Solutions for 12.49 per month
  • 60 templates to choose from
  • Matched my logo and desired Look Feel to the
    best choice for me
  • Selected my own colors and fonts
  • 60 at Staples for a hi-res logo

85
  • Saved 5K to 10K
  • for being flexible

86
Web Based Applications
  • 12.49 buys more than just the site
  • 50 email addresses
  • Could use them for different clients
  • Same as ringtones on your phone
  • Send incoming emails directly to client files
  • Use Outlook to send outgoing emails there as well
  • 49 Phantom employees and info accounts
  • 4 Gigs of data storage
  • Many web based services for free

87
Web Based Applications
  • Googles new web spreadsheet package
  • Google maps
  • Hospice of Napas CRM system
  • EB client with a new computer games portal

88
Web Based Applications
  • Salesforce.com
  • Gotomeeting.com
  • Freeconferencecall.com
  • J2 communications

89
Web Based Applications
  • WebEx
  • MS Live One virus protection
  • Dell Safe Online data backup
  • Acteva for registration and signup services

90
Web Based Applications
  • Microsoft Hosted Exchange Server
  • Office 2007 shared solution
  • Microsoft partner provides the service
  • Email based filing system
  • Shared contacts, calendars tasks
  • Access from anywhere, anytime
  • Work together, schedule meetings
  • 200 megabytes per user

91
  • 10/month/user

92
Web Based Applications
  • Microsoft/Dell Free Small Business Summit
  • Host your own events
  • Conferences
  • Seminars
  • Charge for the event or use it for marketing
  • PC a high speed connection
  • Works through MS Dell Partners

93
  • Used to cost 500/hour

94
Web Based Applications
  • CRM Hosted service
  • Web based version of Microsofts CRM package
  • Contacts, lead management, project tracking
  • Aggregate by client, proposal
  • Links information back to the client
  • Automatically
  • Integrated into Outlook controls

95
  • 40/month/user

96
Web Based Applications
  • 99.99 up time
  • Secured and protected files
  • Upgrades
  • Expanded functionality over time
  • No people or hardware
  • Up and running in a day

97
Web Based Applications
  • Minimal investment in upgrades
  • Network in co-workers and partners
  • Training is built in
  • 1-800 help numbers
  • Be productive from anywhere
  • On any connected device

98
Web Based Applications
  • Client in SF has client files on web based
    applications
  • Customers can look up orders, check shipping
    dates and invoices 24/7
  • Clients correct problems before they happen

99
Web Based Applications
  • Cheaper to have the client do the work
  • Clients like and expect the access and control
  • Ties them to your company
  • Win/Win
  • Competitive disadvantage if you lack the
    capability

100
  • Payroll has been offsite for years
  • Privacy
  • Reliability
  • Complex formulas
  • Penalties if forms are late or incorrect
  • Many other services will follow via the web

101
Web Based Applications
  • Financial solutions moving to the web
  • Most of the major small business accounting
    packages now offer a web based alternative
  • More will follow
  • Accounting partner who offers the service

102
Web Based Applications
  • Customer Relationship Management (CRM)
  • Had been expensive and cumbersome
  • Now available via Office 2007 as Business
    Contacts Manager
  • Basically free
  • Very easy to use

103
Web Based Applications
  • CRM alternatives via the web
  • CRM Source from Microsoft
  • Salesforce.com
  • Enhanced collaboration between people in
    different locations
  • Easy to make the customer believe youre a larger
    company

104
CRM and the web
  • Big Blue Marble Sports
  • Everything was connected via the web
  • Customer service people worked from their homes
  • CRM
  • e-commerce order and shipping module
  • Private cell phones numbers
  • Automated email routing

105
  • e-community

106
e-community
  • A hybrid business model
  • The next big wave on the web
  • Driven by web advertising revenues
  • e-commerce comes later if at all
  • Needs mass to drive the ad rates

107
e-community
  • The razor is the
  • Free space
  • Templates to build page(s)
  • Utilities for adding photos video
  • Ease of finding like minded people
  • Ease of communication
  • Information sharing

108
Web Advertising
  • Eyeballs move fast on the web
  • Lots of eyeballs needed to drive ad rates
  • The dot-com bust was littered with companies that
    spent 100 million and failed to build the mass
    needed for advertisers
  • Content costs money and web companies are
    notoriously bad at it

109
e-community
  • Consumer provides the content for free
  • Space, templates and a common theme
  • Consumers are the content
  • Create buzz
  • Build users fast and for relatively little cost
  • Drive revenue through ads

110
Advertising Mass
  • Free easy theme Mass
  • Theme connections Eyeballs
  • Connections IM tools Time on Site

111
Advertising Mass
  • Mass Eyeballs Time Ad Scale

112
Advertising Mass
  • Ad Scale

113
e-community
  • Craigs List but not exactly
  • My Space
  • U Tubes
  • Facebook
  • Match.com

114
e-community
  • Stroller Strides
  • Threadless
  • LinkedIn
  • Many other community social networking sites to
    follow

115
Match.com
116
Stroller Strides
117
Threadless
118
Early Revenue Streams
  • Sell other things along the way
  • Links to other sites
  • Banner ads for barter with other sites
  • Listings
  • e-commerce items as practical
  • Free to consumers to build traffic quickly

119
Future Growth
  • My experience as an Astia
  • Business Planning Judge

120
e-community
  • 52 of 60 start-ups were e-community based
  • Viral marketing the theme
  • Other 8 were developing tools for the e-community
    sites to track clicks

121
e-community
  • Great for themed sites
  • with little to sell

122
e-community
  • Magazines
  • Health Wellness
  • Travel Leisure
  • Lifestyle specific concepts
  • Dating services
  • Job sites
  • Pet care businesses

123
e-community
  • Tools available to make sites interactive
  • Boldcenter.com for multiple interactive chats
  • Blogs
  • News postings Connections
  • Careful when getting started for security,
    content and child safety

124
e-community
  • Easy buzz are the keys to growth
  • A Marketers dream business model
  • Start with community
  • Sell ads when mass is achieved
  • Transition to selling services
  • Finally add an e-commerce module

125
e-community
  • Growing much faster than
  • e-commerce

126
  • Migration

127
Migration
  • Most businesses will eventually migrate to their
    own systems
  • Even small companies can afford their own server
    based applications
  • Servers can be in a shared facility
  • BBMS had all its applications that way
  • Usually a function of security and costs

128
Migration
  • Common formats and pathways make training faster
    and easier
  • Products such as Office 2007 make collaboration
    easy and simple with common screen formats
  • I made Office 95 standard at my Buyout firm even
    though half of us were MAC users

129
Globalization
  • The web has made the world very flat and small
  • Flip side of global job flow is that people in
    other countries enjoy a much higher standard of
    living
  • The middle class in India is now almost as large
    as the U.S. total population

130
Globalization
  • Need to reach out and touch them
  • Let them know about your products and services
  • Make it easy for them to work with your company
  • Need to think about the international side of
    your business contact tools

131
Globalization
  • ROW GDP 2.5X the U.S.

132
  • Telecom

133
Telecom
  • The web, telecom and the pc are the 3 core
    engines of change since 1981
  • Ma Bell broke itself up to get into the mainframe
    computer business just as that technology was
    being rendered obsolete
  • Open architecture became the standard
  • Changes and improvements at all levels

134
Goals and Objectives
  • Potential benefits to your business
  • Fixed telecom solutions
  • Mobile telecom solutions
  • Intels new chip
  • Future trends

135
Goals and Objectives
  • Awareness and knowledge of key terms and
    technologies
  • How these products services work
  • How to use them to increase
  • Productivity
  • Professionalism
  • Profits

136
Solutions
  • Fixed telecom solutions
  • Connectivity
  • Components
  • Requirements
  • Uses
  • Future

137
Solutions
  • Applications
  • Freeconferencecall.com
  • J2 Communications
  • Skype
  • Vonage

138
Solutions
  • Mobile and wireless solutions
  • Protocols and networks
  • WiFi
  • Cellular
  • Bluetooth

139
Solutions
  • Devices
  • Laptops
  • Smart phones PDAs
  • Peripherals

140
Solutions
  • Future is in the PDA
  • Japanese are using their PDAs exclusively
  • PDA related accessories
  • Flash memory like a camera for presentations
    data
  • Functionality will only increase as costs drop

141
Solutions
  • Mobile and wireless solutions
  • Applications
  • PIM
  • Email
  • SMS/text messaging
  • Small business solutions

142
Fixed Telecom Solutions
  • FreeConference.com
  • Internet based conference scheduling service
  • Free dial in toll number
  • Small fee for 1-800 number
  • Schedules and confirms attendees via e-mail
  • Maintains e-mail contact address book
  • Master scheduling console for you as the
    coordinator

143
Fixed Telecom Solutions
  • J2 Global Communications
  • All in one messaging service
  • Voicemail, faxes and conferencing
  • Private voicemail and fax numbers
  • Web based application
  • Integrates with email, PC and PDA
  • Basic service is free
  • Small fee for numbers in your area code

144
Fixed Telecom Solutions
  • Skype
  • Bought by EBay a few years ago
  • Now integrated into their total service package
    including stores, PayPal and more
  • VoIP communication
  • Voice, IM, video conferencing and more
  • Free peer-to-peer calling and conferencing
  • Small fee for international and other calls

145
Fixed Telecom Solutions
  • Vonage
  • Flat rate 25/month
  • Unlimited VoIP based U.S. calls
  • Transfer your existing landline number(s)
  • Adding services constantly

146
Fixed Telecom Solutions
  • New entrants
  • ATT
  • Comcast Cable for high speed broadband
  • Moved from the pipe to the service
  • New 16mbps blast service
  • Link all digital services for minimal cost

147
  • More competitors means more services and lower
    prices

148
  • None of my children have
  • land lines anymore

149
  • Voice, data, faxes, video, pictures are all just
    different forms
  • of digital information

150
Mobile and Wireless Solutions
  • WiFi
  • Wireless Fidelity
  • 802.11 a/b/g
  • 100 meter plus range
  • Linksys and other wireless networks
  • Hotspots increasing exponentially
  • Fast, reliable and protected
  • Data not voice

151
Mobile and Wireless Solutions
  • Cellular Data
  • Provides wireless access anywhere you have cell
    phone service
  • Quality and bandwidth equals reception
  • Knows as 2.5G, 3G and 4G
  • Laptop via air card
  • Cable
  • Bluetooth enabled phone

152
Mobile and Wireless Solutions
  • Bluetooth
  • Named for a Danish King
  • 10 meter plus range of service
  • Near field or narrow band telecom protocol
  • Now standard on more and more devices of all
    kinds including cars
  • Hands free operation w/voice commands
  • Synchs with PIM and PC

153
Mobile and Wireless Solutions
  • Smart Devices and PDAs
  • RIM Blackberry Pearl
  • Microsoft Mobile PC
  • Palm Treo
  • Other formats from several suppliers

154
Smart Phones and PDAs
  • Which one to choose and why
  • Voice vs. data
  • Email vs. files and attachments
  • Applications
  • Direct sync with Outlook and Office
  • How do you work
  • How do you collaborate

155
Smart Phones and PDAs
  • Treo is now a mobile office companion
  • From Network Solutions to AOL to my PDA in less
    than 10 seconds
  • BCC myself on all outbound emails from my PDA
  • Documents to Go for my Treo 650 for 20
  • Work alone most of the time

156
Smart Phones and PDAs
  • My new phone
  • Verizon 6800
  • Fully Windows Mobile 6.0 compatible
  • Remote syncing
  • Enhanced voice and keyboard
  • Wan service built in for large data files
  • Fully web enabled

157
Smart Phones and PDAs
  • Blackberry
  • Started as a company server supported device
  • Now available through telecom networks
  • Always more of a data device
  • Applications more or less the same
  • Thumb wheel is an advantage when in motion
  • Blackberry prayer meetings at Fidelity

158
Smart Phones and PDAs
  • Blackberry prayer meetings
  • at Fidelity

159
Peripherals
  • Everything connected via the 802.11 LAN
  • One printer for the home or office
  • Integrated 4-in-1 machines with a laser engine
  • More economical cartridge technology
  • Professional quality with card stock for under
    900

160
Tools
  • Client OEM phone synch via Bluetooth mobile
    professional
  • Client/Server platform synch solutions (small
    business/enterprise)
  • Microsoft, RIM, Good Tech, Seven Networks and
    others
  • Lots of middlewear solutions from Hand-a-go and
    others

161
Messaging/SMS
  • Used to be an expensive toy for kids
  • Now bundled into my Verizon plan for 9/mo for
    unlimited usage
  • My kids think email is the new snail mail
  • Why email when you can text
  • IMing built into many platforms now
  • Effectively free with bundled services

162
Messaging/SMS
  • Let customers text you
  • Quick text back form the boss may be all thats
    needed
  • No SPAM in that channel as yet
  • Third party software upgrades
  • International texting
  • Answer, forward as needed

163
Intels New Chip
  • Centrino Duo chip set
  • Faster clock speeds
  • 802.11n technology built-in
  • Communication upgrades
  • 20 better battery life
  • RAM costs are dropping fast
  • 4 Gigs costs what 1 Gig did 2 years ago

164
  • The Web

165
Pay per Click Growth
  • May 20th San Francisco Chronicle Business section
  • 8.3B in 2007 vs. 1.0B in 2002 on PPC
  • 53 CAGR
  • 1 for all media

166
  • New businesses twice as likely
  • to use Pay per Click

167
Getting it Right
  • Lake Champlain Chocolates
  • Vs. Charles Chocolates

168
Lake Champlain Chocolates
  • Tried 70,000 key words
  • Use 30,000 actively
  • 1,000 never to be used again key words
  • 40 revenue growth
  • Did it all themselves
  • Just hired an agency

169
Charles Chocolates
  • Never really took control of the process
  • No one reviewing the daily tracking reports
  • Process never worked
  • No return on the marketing investment
  • Far more typical than the successes

170
  • Keywords are a skill you should,
  • can must master

171
  • Key to all web based
  • marketing programs

172
  • Trend makes sense given general familiarity with
    web based applications, costs ease of use

173
Pay per Click Growth
  • Large companies moving ad budgets to the web

174
  • Googles software tools make getting started
    easy, simple and efficient for everyone

175
  • Googles Q4 financial results
  • speak for themselves

176
Google Q3 2007 Results
  • Sales
  • 5.23 billion
  • 52
  • Profits
  • 1.27 billion
  • 46
  • Advertising based revenue model

177
Web Continues to Grow
178
Web Marketing
  • A skill everyone needs to learn
  • or be left behind

179
  • Costs are often hidden, can be
  • difficult to understand fixed

180
Web Marketing
  • Expensive brochures are almost a thing of the
    past
  • I find that no one wants them anymore
  • Saves me 20 per meeting
  • The web, your website, has replaced physical
    leave behinds

181
Web Marketing
  • Website is now the key to your corporate identity
  • Design, logo, tag line, font all done with the
    web in mind
  • Need to make it work for you
  • Keep it up-to-date

182
Web Marketing
  • Business system now starts with the web
  • For 120/yr get yourself a domain and business
    email address
  • Keep the AOL, Gmail and such for your private
    life
  • Not really in business a URL

183
Web Marketing
  • Match your business name and URL
  • Remember that your designing for TV and not the
    movies
  • Must pop on a very small screen
  • 3 second rule

184
Web Marketing
  • Keep it simple to start
  • Dont spend money customizing
  • Morph your business model to match the best
    technology fit
  • If you cant find one then is your model too
    complex

185
  • The shopping cart is
  • the key for e-commerce

186
Web Marketing
  • Make it as interactive as you can
  • The goal is to get people to use the contact us
    feature and communicate with you
  • You will pay to get them to your site
  • The site must keep them there

187
Web Marketing
  • Get their email contact information
  • White papers
  • Reports youve written
  • Copies of speeches
  • Position papers
  • Blog(s)
  • Top 10 lists

188
Web Marketing
  • Update the material on a regular basis
  • The website should reflect what youre doing now
  • Use your e-marketing leave behinds to create a
    dialogue

189
  • Dialogues lead to Relationships

190
  • Relationships to closed business

191
Web Marketing
  • Linkages to other sites
  • Businesses people you work with
  • Clients customers
  • Vendors
  • Third party suppliers

192
  • Linkages to you will build your organic ranking
    over time

193
Web Marketing
  • Use these if you lack either an e-commerce or
    e-community hook

194
Web Marketing
  • Use these communications tools
  • to build your contact list

195
Web Marketing
  • Dont send things out without getting a name and
    email address

196
Web Marketing
  • Great way to build your list over time

197
Web Marketing
  • Use email marketing as
  • your list grows

198
  • e-mail marketing

199
e-mail marketing
  • Not the same as building a direct mail co.
  • No network of 3rd party list brokers
  • Value builds as the list grows
  • Capture e-data of visitors
  • Get as much value for your business per paid
    click as you can
  • Build the list at any events as well

200
e-mail marketing
  • Experiment with
  • Theme
  • Copy
  • Offer(s)
  • Frequency
  • Time lines measured in hours
  • Easy to track and measure results

201
e-mail marketing
  • Numerous tools that are easy to use
  • MS Office 2007 Professional
  • Web hosting services will have email blast
    software available at low cost
  • Ad agencies
  • Web marketing individuals

202
  • If you can write a memo and send an email you can
    do it yourself

203
  • Not a business building tool
  • Maximize profit as the list grows

204
Future
  • Nowhere to hide anymore
  • Expectation that you will be connected 24/7
  • In Hayward, Boston or Patagonia you can be in
    touch
  • People dont call anymore with important news or
    changes in schedules

205
Future
  • I can travel for days with just my PDA
  • Stay in touch, be productive sync
  • RIMs new services will be better as well
  • Modalities will increasingly merge into one
  • International/Globalization will become a core
    part of all mobile telecom solutions

206
  • Investment in technology
  • isnt Fixed Costs

207
Footprint
  • Stay connected
  • Move data effectively and efficiently
  • Network in customers, vendors, partners and
    employees
  • Website as your virtual marketing tool
  • Collateral material for the physical world
  • Upgrade and adapt

208
Questions Answers
  • Break and then QA

209
Summary
  • Please complete the evaluation form
  • Thanks to NorCal Network
  • Please complete the evaluation forms

210
Summary
  • Thanks to all of you
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