About Angus Jones

Angus started his first small business in 1989 and has since gone on to have a successful career in marketing. He realised although there were many websites for small business none was addressing the question of how to. Angus has a passion to articulate benefits that add value to customers/readers.

Webcam, Mouse and Keyboard for productivity

Posted on November 18, 2020 by Angus Jones

If you are like most people, you will have bought a new PC or laptop and never considered those extra computer peripherals. After all, they probably came with the unit or were built into your laptop. Specifically, we are talking about a webcam, mouse, keyboard or even a headset or separate microphone. In this how-to guide, we will look at why you should consider spending some more money, what you need to understand about peripherals and how to buy the right item.

WebCam: A video camera either integrated or connected to a PC allowing images to be seen normally over the internet.
Mouse: A small handheld peripheral that when moved will cause the cursor on a computer screen to also move.
Keyboard: a set of keys allowing alphanumerical communication on a PC.
Microphone or Speaker: A mechanical device to turn audio sound waves into signals that can be transmitted by your PC or vice versa.

WHY should I buy a Webcam, Mouse and Keyboard?

Your brand-new PC comes with an included mouse and keyboard. Your brand-new laptop comes with a trackpad (mouse), keyboard, webcam and microphone.

However, there are a few reasons why you should consider buying a separate Webcam, Mouse Keyboard, Microphone, Headset, Speakers etc

They did not come in the box
Chances are if you bought a freestanding computer an accessory such as a webcam is not included.
Quality
A PC manufacturer will typically only ship the most essential quality accessories to keep their and your costs down. This would influence the touch and feel or how the product looks. In the case of a microphone or webcam, it will impact how you look and sound.
Ergonomics
This can be considered two ways:
- With a laptop computer, the peripherals are build-in; therefore when you use it remotely it is convenient, but if you are at home, ergonomically a separate keyboard and mouse will allow you to find a much more comfortable position
- The design and shape of a keyboard can reduce the stress and strain placed on your hands, fingers and back. Many people, after years of operating a computer develop an RSI or repetitive strain injury.
Functionality
A third party peripheral may come with extra buttons or features that allow you to become more effective. Examples include scrolling left and right from a mouse, zooming a webcam, and pressing a button on your keyboard to open an app.
Durability
A cheap accessory is built to a price, and its performance may deteriorate quickly with use. Ensure your products will survive a fall and potentially put up with the abuse from working at home.

More and more people are now working from home (COVID has undoubtedly accelerated that) but for most small businesses that was already a reality. However, what has changed is the use of your computer to make video and voice calls. To be seen as a professional, you need to ensure your video image is sharp and your voice is heard clearly.

WHAT do you need to know about computer peripherals?

An essential product we have not covered in this guide is computer monitors. We have a separate guide available here. If you are also in the market for a new computer, be sure to check out our guide on buying a new PC.

No matter what accessory you buy for your PC, they will be connected to your PC in some way and also powered. This is likely to occur in one of two ways.

A wired connection will pass information back and forth and also provide power for the device. The advantage is you don’t have to worry about batteries or to recharge. Still, you do have to worry about an ugly cable. You also need to consider whether your PC has enough USB sockets or buy a hub (same concept as a power board).

The second method is a wireless solution that will typically connect to your PC by Bluetooth and require disposable or rechargeable batteries. The significant advantage here is no cords, especially for a mouse.

HOW to pick the right Webcam, Mouse and Keyboard

Below we have listed the key features you should consider when buying a:

Webcam

Quality of video capture. Measured as resolution and frame rate. Look for HD or Full HD at 30fps.
Field of view. Measured in degrees will determine if you are captured as a wide (> deg sees more of the room) or closeup shot.
Autofocus. Ensures the image of you is clear
Light correction. If you are in a dark or bright room, how well the camera compensates
Quality of lens. Glass is better
Compatibility with Zoom, Teams, Skype etc
Mounting. Does it come with a bracket to attach to a monitor or tripod
Microphone. Determines how you sound and what other noise is picked up. Consider a stereo mike for natural sound with noise cancelling.
Software control. Manual adjustment, video capture, and even changing the background, so people do not see your unmade bed.

Mouse

How you hold the mouse – fingertip grip, palm grip or claw grip. Also consider if it will be small enough to travel with if required.
Feel – comfort, scrolling action and buttons
Cable or wireless
Sensitivity – for precision mouse movements if editing images, video or audio. Measured in Dots Per Inch, look for one with at least 1200 DPI
Will it work on different surfaces?

Keyboard

Cable or wireless – if wireless consider battery life
Compatibility with Windows PC or Apple Mac
Extra function keys – to open apps or perform tasks
Ergonomics of keys – position and feel
Sensitivity and noise – avoid mistypes and disturbing others
Do you want illuminated keys for night use

Headset

Over-ear – on-ear – in-ear. – Personal preference
Sound quality
Comfort including lightness and after long periods
Fashion – How will you look on a video call
Microphone quality and placement
Features including mute, volume or even noise cancelling

Microphone (stand-alone)

More expensive the better you sound
Usage – video calling versus recording a podcast
Size
Does it connect via USB or 3.5mm jack and include software to adjust the sound
Portability if you need to travel

Speakers

More expensive may not mean better but cheap is generally cheap
Do you just need noise or will you also listen to music
Cable or wireless connection
Dedicated volume and possibly base control
How big and how do they look
Other uses such as a smart speaker
How loud they are, measured in wattage
Try to listen before you buy

HINTS

If you are in the market for a new computer accessory, unfortunately, you are unlikely able to test drive it at your local retailer or office supply store. We do recommend you visit our sister site Gadgetguy.com.au for unbiased reviews and comparisons.

The key players in the peripherals market are Microsoft and the key PC makers themselves like HP and Dell. Still, we highly recommend you check out the vast range available from Logitech. The latter specialises in this market and make products to suit many needs.

SUMMARY – Improve your PC productivity

Buying a new Webcam, Mouse ,Keyboard etc for your computer is one of those things that you do not know what you are missing out on until you experience what better looks/feel like. The accessory may seem expensive but remember it is the primary connection for you to connect with your PC and possibly your customers.

When deciding what to buy always consider what you need, how it will help your productivity, improve your impression on others, and be more comfortable for you to use.

PR to grow your business

Posted on October 19, 2020 by Angus Jones

If you want to grow your business, several marketing options can help with that! One of the most cost-effective ways of promoting your business can be by doing public relations activities. In this guide, we will look at PR to grow your business, give you some of the secrets from a PR expert and the steps to get some free promotion potentially.

Public relations or PR is the strategic action of intentionally managing the release and spread of information between an individual or business and the public.

WHY should you use PR to grow your business?

PR to grow your business is one of the best ways to promote your business. Because it goes one step further than advertising by showing your audience the best parts of your business instead of just telling them about it.

It says to your target market: a journalist, publication or influencer chose to support or seek out the advice of this business. Therefore, they must be top of their field.

In short, it drives trust.

WHAT do small businesses need to get started?

An understanding of your value

Businesses should think about what value they can add, especially if that value is unique to them. Ask yourself: how my particular skills, produce or service, and experience help people?

A clear plan

Assign a chunk of focused time to create a PR plan. Start every PR campaign with a period of preparation that includes creating ideas, developing strategies, lists of media angles, and target publications.

A newsworthy pitch

Once you know your value, you’ll need a newsworthy pitch. Make sure your pitch is relevant to the publication, tugs on the right heartstrings, and is backed by credibility and authority. Most importantly, the pitch should have some kind of newsworthy hook that ties into an existing news story, zeitgeist, or cultural shift.

Supporting material

Anticipate what the journalist might need to tell your story, and make sure you give it to them upfront, to make their life easier and save time. Think high-resolution images, b-roll footage, case studies, company backgrounders, and the names and bios of the people available for interview.

The confidence to get started

Just start – you’ll get the hang of it. Don’t wait for big ideas, instead look for consistency in small things done well. The quest for perfection will kill any hopes of PR success dead in their tracks.

HOW do businesses achieve killer media coverage?

Give journalists a great story

If a journalist can tell a story without your help, they will. So if you’re pitch is so generic that any old journalist could write it, they’ll either simply do it themselves without including you in the piece, or write it off completely.

Present them with something that they haven’t thought of before, or that adds more colour to a story. If you happened to come across this story in real life, would you stop what you’re doing and pay attention? If not, then you might want to rethink your idea.

Find out what area each journalist covers (known in the trade as their ‘beat’), and make sure your pitch is tailored very specifically to their requirements.

Make sure you’ve got the right pitch for the right person

Are you offering an advice article when they only do interviews? Are you offering an interview when the bulk of their publication is made up of advice articles? Are you writing something targeted at schools, when this publication is targeted at parents? Are you approaching an editor that only considers stories that come with financial information, video footage, or case studies? Are you pitching a breakfast radio producer an interview with someone who is not available until 11am?

There are so many media-specific standards to consider that it always pays to do your research thoroughly. Suppose you pitch something that’s not relevant. In that case, your idea will likely be ignored, and you risk permanently damaging your relationship with a journalist.

Even within the same publication, different journalists will have different needs. Find out what area each journalist writes about (known in the trade as their ‘beat’). Make sure your pitch is tailored very specifically to their requirements.

Become a credible, reliable source

News outlets need reliable, credible experts that they can call upon at the drop of a hat. Suppose you’re not known to the journalist when you first approach them. In that case, it might take some convincing to persuade them that you’re a credible source of information. It’s your job to show them that you’re trustworthy and that you don’t have an ulterior motive.

The best way to make this happen is to ensure you have something original and unique to say. Suppose you can be more interesting and more engaging than your competitors. In that case, a journalist is far more likely to take the risk.

Maximise your coverage

Once the coverage is achieved, it’s essential to maximise the coverage as much as possible. The first few days after a piece has gone live is the most critical window of opportunity for sharing on social media, but don’t stop there. Even if your coverage is months or even years old, there are still lots of chances to post it. Keep an eye out for new news stories that relate to your own, and use it as an opportunity to add to the conversation. Jump on the ‘flashback’ bandwagon, especially if you’ve got a piece of coverage which is about to celebrate its first birthday.

HINTS

Always avoid clickbait or going in for a hard sell. Be generous and give value, because that is who people want to do business with.

Journalists are incredibly time-poor, so it’s critical to time your pitch perfectly. If you send an email on a Friday afternoon at 4 pm, there’s little hope that your story will ever see the light of day.

Make your pitch as interesting as possible. Present the journalist with something that they haven’t thought of before, or that adds more colour to an existing story.

Make sure your pitch is tailored to their magazine, program, site, newspaper or section – and to the individual journalist’s particular focus or interest.

SUMMARY – PR to grow your business

Just because you know how great your business is, that doesn’t mean anyone else will go out of their way to find it out too. Instead, you need to make it as easy as possible for a potential customer to figure out why you’re the best in the business.

PR is a great way to get your business’s story out there without resorting to overt sales tactics or showy advertisements.

This guide was contributed by Phoebe Netto of Pure Public Relations.

Business Technology for set up

Posted on September 4, 2020 by Angus Jones

As a small business owner, you need to be a jack of all trades. One of the hats you need to have is head of IT or Information technology. In this guide, we will look at what technology you will need to buy to establish a small business.

Information Technology or IT is the use of computers and telecommunications for storing, retrieving, analysing and to share information.

WHY should I invest in business technology?

Technology will allow your business to run efficiently and make your business look more professional.

It will enable you to communicate via a mobile phone and email. You will have the ability to create documents and print them. IT will allow you to control your finances and time. You will be able to safely store and share information and lastly be found and possibly sell on the internet.

So, put simply, what phones and computer stuff do I need to buy then set up to help run my business !

WHAT business technology do I need to buy?

Below is a checklist of technologies you will need to consider for your business and a link to find more information on selecting the right option:

What technology do I need for my business?

Mobile Phone. Features that will help make a difference in running your business.
Mobile Phone Plan. Consider coverage, data inclusion, & value for money.
Computer (PC). Demystifying the jargon to help you buy the right computer.
Computer monitor. Size vs cost vs quality for your business type.
Office Productivity Software. For producing documents, presentations, spreadsheets, databases, charts, and graphs.
Cloud-based software. Solutions to help you run your business, like accounting, payroll, staff scheduling, databases etc.
Internet Plan and Provision. Reliable broadband at a speed and capacity that suits your small business.
Internet security. Take precautions against a cyber threat to your computers.
Network or WiFi. Allows your office to share resources like the internet or a printer.
Storing and sharing files. Collaborate with staff, customers and suppliers.
Backup. Protecting your data if the worst should happen
Printer. The cheapest one may cost you more!
POS System or terminal. If you are in retail, a café or restaurant you will probably need one.
Website domain and email. Creating an identity and allowing you to communicate on the internet.
Build a website. To boost your brand and help you sell.

HOW do I decide what technology to buy

All of the 15 items on the checklist above have their own Small Business Answers Guide to help you make the right decisions on what to buy. Be sure to click on those links.

If the whole process is still too much for you, we suggest you speak with an IT retailer or engage the services of an IT support person or organisation. See our guide on IT Support – help with technology

HINTS

Now I know you want the latest and best smartphone and computer but carefully consider how much all this will cost before you go crazy with the credit card. Also, consider exactly what you need as you don’t have to buy everything on the first day.

If you believe you will expand and hire more staff, you can always pass technology down and invest in an upgrade for yourself.

The reverse of this, be careful of buying something that does not suit the job. For example, a cheap printer that is not up to the volume means you will be back out purchasing a higher specified printer.

Reviews of specific products can be found at our sister website Gadget Guy

SUMMARY – Setting up your office tech

Buying technology can be a very daunting experience, mostly due to the cost associated with it. It will, however, allow you to operate more efficiently and professionally. The 15 step checklist and the associated 15 guides will give you the confidence to make the right decisions.

How to create a Quote to win business

Posted on August 18, 2020 by Angus Jones

If you have not done a quote before or you just want to make yours look a little more professional, then read on. In this guide, we will look at how to create a quote to how to make yours stand out just that little bit more.

A business quote (or quotation) is a document in which you describe the requested products or services and provide your customer with relevant pricing. In most cases, it is written as a response to a request for pricing, when a customer solicits your service or product.

Why should you formally quote a customer?

A quote can be used as a legal document for the price and serves as a contract. This means that in the event of a dispute, you have clear correspondence on what was offered and what should have been provided. If you have quoted verbally or on the “back of an envelope” it is unlikely that will help you in a dispute.

A professional looking quote will also give your business credibility. The customer will have more confidence in you and your ability to deliver.

A quote also enables you to carefully consider your costs of completing a job, so may help you calculate your selling price and more importantly, your profitability.

What do I need to know about quoting?

Quote vs estimate. An estimate is purely that and usually is given when the final cost is unknown due to circumstances that cannot be determined. An estimate is not a formal contract. As long as it is labelled correctly will not have the same legal obligations as a quote. If you issue an estimate, we recommend you also add the words “Pricing is subject to change”.

Always listen carefully for what the customer has asked for and quote accordingly. If you do not, you run the risk of immediately being discarded. Be careful to quote for only those products and services that you understand and can deliver.

Calculating your quote pricing is tricky. Overquote and you will not get the business, underquote and you will lose money.

How to create a quote?

If you frequently deal with quotes, you should create a template with prefilled content that you can use to save you time. Your template should be clean looking! It should demonstrate your brand identity to help differentiate you from other quotes the customer may have received.

How to create a quote?

Quotation header
Reference your company’s name, contacts, ABN number, quotation number and date, payment terms, conditions, and the name of the recipient. The word “Quote” or “Quotation” should be written at the top of the page.
Quotation body
Describe the goods or services you are proposing, any quantities and a breakdown of the costs.
Quotation footer
Include the total amount of all items, including GST amount, and if there is any expiry of the quote. This is where you would also list any preferred payment methods.
Operational section
Optional is a section for a customer to accept the quote which could be as simple as a space for a signature and date.
Work Schedule
If there is a work schedule or a timeline of tasks to be completed, you may wish to include this information.

No matter how hard you try, words may not be sufficient to describe your product. This is especially true if it is unique and uncommon in the market. You should consider including a picture or two or a link to a video of your product.

See our guide on getting graphics done for ways of creating a company logo to improve your image.

Following up a quote with a customer might just close the deal.

Hints

If a customer asks for a proposal, then a more detailed document is required that will explain HOW you plan to achieve the work. You would need to demonstrate a full understanding of the customers’ existing problem and offer a specific solution.

You may wish to offer some call to action on your quote to close the deal sooner or encourage the customer to pay upfront. This might include a discount, a free offer or merely an expiry of this deal (customer feels they may miss out).

Having a reasonable price is only part of winning a quote. Your reputation goes a long way as does customer service. A simple act like reacting faster to customer requests, especially in providing a quote quickly can make all the difference.

Suggested templates can be found here.

Summary – How to create a quote

A written quote is a legal document that can help solve any disputes. It shows you run a professional business and clearly outlines costs to a customer for your goods and services. By putting extra effort into your quotes, you may be able to win additional business and make yourself more profitable.

Grants for Small Business

Posted on August 10, 2020 by Angus Jones

Unfortunately, there is no magic pool of money to help start-ups or existing small businesses. However, some grants for small business are available with a lot of hard work and most likely a long waiting period. This guide will look at what you need to know about Grants and how you might go about getting one.

A grant is an amount of money given especially by the government to a person or organisation for a special purpose.

WHY might I apply for a grant?

A grant:

can take your business to the next level which could benefit not only you but society as a whole.
may encourage research or development of a solution that without the grant would unlikely have been funded.
might come in the form of training rather than money to build your business skills and knowledge.
may keep your business afloat during times of hardship.

WHAT do I need to understand about grants for small business?

A grant is normally associated with a specific goal. That goal may be as varied as helping find a cure for cancer, supporting a minority group such as Torres Strait Islanders or developing groundbreaking technology.

Examples of grants include CSIRO Kick-Start, Biomedical Translation Fund, Research & development Tax Incentive, and Export Market Development Grant.

It is unlikely you will get a grant to open a café!

Obtaining a grant is a competitive process and many other businesses are also likely to apply.

If you are successful in obtaining a grant it is likely there will also be some sort of assessment panel which will review your progress and decide how the grant will be administered. Thus, your funds must be spent as you outlined in your application.

If you accept a grant, you will need to sign a contract and submit a range of reports. It is also likely that you must acknowledge the grant agency in any advertising or PR activity you undertake on the project.

Any business-related expense in applying for a grant can be claimed as a tax deduction.

HOW do I apply for grants?

The method in which you submit your grant application will depend on the instructions provided on the grant and in documentation by the granting agency. You must consider carefully the prescribed submission process.

If you wish to discuss aspects of a particular Grant, you will need to contact the granting agency using the contact details as provided by the agency.

When applying for a grant you should:

ensure you meet the eligibility criteria
know exactly what you’re applying for and why
know what the funds will be used for and how they’ll be used
complete the grant application. This process will vary in time and detail depending on what you’re applying for

HINTS

The following site allows you to search for available grants based on your location, industry, and the type of assistance you are looking for. https://www.business.gov.au/grants-and-programs

Grant opportunities can also be found at www.grants.gov.au and they provide a help desk on 1300 484 145

State Specific Grants:

SW https://www.service.nsw.gov.au/find-grants-and-financial-help
VIC https://www.business.vic.gov.au/support-for-your-business/grants-and-assistance
QLD https://www.grants.services.qld.gov.au/#/
SA https://www.sa.gov.au/topics/care-and-support/concessions-and-grants/grants
WA https://https://www.wa.gov.au/service/business-support/industry-assistance-schemes
NT https://nt.gov.au/industry/start-run-and-grow-a-business/grow-your-business/business-grants-and-funding
ACT https://www.grants.act.gov.au/
TAS https://www.stategrowth.tas.gov.au/grants_and_funding_opportunities

SUMMARY – What grants are available for small business?

Applying for a grant could enable your business to grow or achieve what might not have been possible. However, note they are hard to get and take time to complete so consider the effort versus the likely success. Ensure you follow grant instructions both when applying and if successful after receiving one. Key is to understand what grants are available at both a local and national perspective for your industry and need.

Privacy and Protecting Personal Data

Posted on July 21, 2020 by Angus Jones

It may seem harmless that in the process of doing business you collect customer data to transact business or communicate with them. However, if that data is used without the user’s permission, or worse stolen, you may find yourself breaking the law. This guide will help you understand Privacy and Protecting Personal Data and what you should or must do.

Data protection is to secure data against unauthorised access. Data privacy is about authorised access — who has it and what you can do with it. Data protection is essentially a technical issue, whereas data privacy is a legal one.

WHY should I protect my customers’ personal data?

Apart from the fact that a customer will not be very happy with you, it is the law. You must comply with the Australian government Privacy Act 1988 if your annual turnover exceeds $3 million.

You are responsible for protecting your customers’ personal information from:

theft
loss
unauthorised access
modification
interference
misuse
disclosure

If your small business turns over less than $3 million you must comply with the act if you are a:

private-sector health service provider
business that sells or purchases personal information
contractor providing services under a contract with the Australian Government
credit provider/credit reporting body
residential tenancy database operator

All other small business operators are exempt from the Act however protecting your customer’s data is good business practice.

WHAT types of information are considered private?

Any information that can identify a person and could include:

name
signature
address
email
telephone number
date of birth
medical records
bank account details
place of work
photos
videos
information about their opinions

If you do have a breach of personal information you need to notify both the person it has affected and the Office of the Australian Information Commissioner (OAIC).

HOW do I protect customers personal information?

The following actions will assist with your compliance of the Privacy Act:

Do not collect personal information you do not need
Develop an internal policy to handle and process personal information
Take ownership yourself or delegate to a senior member of staff
Do not share this data with anyone else
Sensitive information like race, religion, health etc can only be collected with individual consent
Ensure unauthorised staff members do not have access
Take reasonable steps to protect personal information from unauthorised access, modification, or disclosure and against misuse, interference, and loss
Destroy or de-identify personal information when it is no longer needed
Develop a plan for a data breach

HINTS

If processing credit card transactions by EFTPOS or e-commerce store you should ensure your network/equipment is secure and encrypted. You should restrict who has access to that data and preferably do not store the card information. A security assessment of cardholder data can be done here.

If you plan to contact customers via direct marketing like an email, phone call or text, post, social media or web advertising you should enable a customer to opt-out (request not to be communicated with). If the Privacy Act covers your organisation (> $3m turnover) legally you are required to allow a customer to opt-out.

Australian privacy law gives a consumer the right to access their personal information. This includes their health information. This right does not extend to commercial information.

Be sure to read our guide on internet security.

Additional information on privacy and protecting personal data can be found here.

SUMMARY – Privacy and Protecting Personal Data

If your small business has a turnover less than $3 million it is unlikely you will have a legal requirement however for both your customer and your sake it is good practice. If possible don’t keep personal data like credit card details but if you do, ensure it is protected from theft or abuse. It is worth familiarising yourself with the intent of the Privacy Act and taking the necessary actions in your business.

Marketing to grow your business

Posted on July 14, 2020 by Angus Jones

There is a very good chance you are already doing marketing because a lot of it is common sense. For a small business, it lets people know you are in business and gives customers reasons why they should do business with you. In this guide, we will look at the basics of marketing and give you an action plan to develop some further plans.

Marketing refers to activities a business undertakes to sell more of a product or service. Marketing includes researching, advertising, selling, and delivering products to consumers or other businesses.

The simplest form of marketing is how you answer the phone or what you wear through to a complex integrated plan across newer mediums like the internet or older like radio advertising.

WHY do I need to do marketing?

For any small business to succeed you need customers who know or can find that your product exists and who trust your business enough to buy your product.

Marketing helps by looking at your business and adjusting how customers perceive your business.

Assume you are starting a new small business to paint people’s houses. You are a very good painter and plan to charge competitive rates. Imagine if you did not return phone calls, turned up to do a quote in dirty clothes and quoted by writing a price on a scrap of paper. The customer does not know if you are a good painter and interprets you as unreliable with poor attention to detail and therefore they don’t trust you to paint their house. Thus marketing is key to present your business the right way.

WHAT are the 4 Ps?

The 4 P’s describe how important it is to present a complete package to entice a customer. You cannot do just one of these and consider it is marketing instead you must do all 4 in some form, all working in harmony to drive the optimum result.

Product

To be successful in business you need a product or service that is needed or wanted by the end-user. You ideally find an opportunity or problem that needs a solution and has a market large enough to sustain providing a product or service. You cannot always design or build your product or service from scratch but you can pick the best product or solution to sell that best meets that need. The better your product or service is compared to competitors as seen by the consumer will give you an advantage.

Price

Many people work on the principle that the cheapest price wins the sale. Whilst this is often the case, it is not always and indeed you can easily under-price a product making people think it is not high enough quality or an uncool purchase. Make sure you do your homework to ensure you price correctly.

Place

Place refers to how you get your product to market. Where is it sold? A retail shop, a direct visit to the customer, or perhaps an eCommerce store. It is important to consider the best place or places to sell to be most successful. It is important to actually have what you sell available and understand the effect of selling in different places can have on one another. Having a product that you want to sell in a supermarket is no good if you can’t supply it or the supermarket will not put it on the shelves. Also, imagine what the supermarket would say if they found you selling the same item cheaper on your eCommerce store.

Promotion

Many confuse promotion or advertising as the only function of marketing. Without the other 3 P’s your likelihood of success is very slim. This starts with how you present your business from your website to business branding, your work vehicle, how you dress, and the way the staff answer the phone. Next is how you create awareness of your business which could be advertising, public relations, social media, and the content (words) you create to reinforce this. Last is understanding if the promotion you are doing is working and looking for ways to improve it.

HOW do I create a marketing plan?

A marketing plan is a systematic approach to work through developing products and services to fulfil customers’ needs.

A marketing plan should include the following elements:

Business Summary – Apart from an overview of your business the most important aspect of this section is to do a SWOT. See our full guide on developing a SWOT. In summary, SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It is an excellent method to analyse your competitive position and get a clear roadmap of how to help you get to your marketing destination.
Marketing Objectives – This is a clear list of marketing objectives (not business objectives) that outline the strategic steps you will need to follow to reach the goal you hope to achieve.
Target Audience or market – Ideally, you will have the aid of some sort of research that will help you define the industry you are selling to. An analysis of your competitors, and a description of your ideal customer. Age, location, income, or interests can segment the customer.
Market Strategy – It is now time to take what we have collected in the first 3 points including the SWOT, objectives, and target market and using the 4 P’s we discussed above to build out the practical plan.
Budget – This is not only your plan about how much money you will spend but also how many resources you will allocate to making it happen. Your most important resource may actually be people’s time. Could marketing effort help you sell more than having that same person just concentrate on sales?
Marketing Levers – Last but not least, you know what you want to do and how much money you have, but with all the possible marketing levels you can pull which one will get you the best result. Marketing levers here refers to what marketing channels you select. Some of the more common include:

Traditional Advertising
- Newspaper
- Radio
- TV
Public relations
Social media
Digital Advertising
- Keywords
- Display ads
Organic assets. Includes your website or word of mouth
Philanthropic – giving back to the community
Direct mail
Catalogues

A comprehensive template from the Australian government can be downloaded here https://www.business.gov.au/Planning/Business-plans/How-to-write-your-marketing-plan

HINTS

Use as much customer feedback as you can to improve your offer to them.

Set clear objectives around what you want to achieve and how you can achieve them.

Be realistic around how much you can afford to spend on marketing and how many people are in your potential audience.

A mentor or coach may be of value here especially if you have no marketing experience.

A marketing consultant or agency for a fee can provide marketing services to you.

SUMMARY – Marketing to sell more

Marketing is about looking at how a business presents itself and working out how it can improve on that to gain additional sales. The process involves understanding an opportunity, finding a solution, understanding competitors, identifying your market and finally realising your marketing plan.

Advertising for better sales

Posted on July 14, 2020 by Angus Jones

Maybe you are starting a small business or maybe you have been in business for a while. How do you reach new customers or let more people know you exist? Ideally, when someone is in the market to buy your offering, they come to you. Advertising is a way to let people know what you have to offer and we will cover your options in this guide.

Advertising is a marketing tactic involving paying for space to promote a product or service. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy.

f you have not already done so we highly encourage you to read our guide on marketing before you read this guide.

WHY should I advertise?

How do potential customers know that you are running a special this month that makes your offering very attractive to purchase? Unless you or one of your staff tell them they probably don’t know. It is not possible for you to personally look for and speak to every new customer in most circumstances so you have a few options:

Word of mouth – a happy customer tells a friend
Having the right location – people walk by your shop
Be on a directory – You are found on Google or Yellow page
Advertising – you spend money to be found or promote a message

Advertising has a cost to it and the key is to spend the amount of money that you can afford to drive the greatest number of people to your business. Successful advertising would mean that you generate more profit from any additional sales (sales you would not have had if you did not advertise) than the cost of the advertising.

Beyond increasing sales, advertising can help establish your brand and increase the likelihood of someone recognising your brand. It can help you reach customers much further away than your place of business and position your offering as better than your competition.

WHAT do I need to know about advertising?

There are two types of adverting:

Traditional – TV, radio and newspaper, mailbox flyer, cold telephone calling and door to door selling
Digital – Internet-based including social media and digital ads (see our guide on digital marketing)

All forms of advertising have advantages and disadvantages, but in most cases, trial and error will help you decide which is best. Digital advertising can be targeted to just the right people but will those people just scroll past your ad? What sort of ads do you notice? An important lesson here is to ensure your advertisements are relevant to your audience and they see some sort of benefit. Thus, the messaging and the creative of the ad can be just as important as the type of advertising you pick.

As a small business, it is unlikely that you will go out and buy TV advertising, at least not before you are already a success or have deep pockets.

Some ideas as to what might be most effective include:

Letterbox flyers – design and print a flyer that can be distributed to letterboxes in targeted areas.
Local newspaper – delivered free, targets people in the area your business operates and is relatively inexpensive.
Product Review – Look for a journalist or blogger who is prepared to write about your product or service. This may require you to provide something for free or pay a fee.
Google AdWords – investing in keywords can drive more traffic to your website.
Google Maps – ensure you have your business listed at Google My Business so it will appear on searches (no cost).
Social Media – Facebook ads can be very targeted and also allows you to create a following for your brand. Note, most followers will not see your post unless you pay Facebook for them to be seen.

HOW do I create an Ad and get it in front of people?

Simple 10 step process to advertise:

Research who your audience is – who is most likely to buy.
Decide who you want to reach – location, demographics, interests etc.
Set a budget and a targeted outcome – if I spend this much, I hope to get this result.
Choose an advertising type – you may wish to get some advice from a marketing agency.
Develop a message to suit your target audience – resonate with the customer and show a benefit.
Design creative assets with a call to action – you want to catch people’s eye in a sea of advertisers and give them a clear next step to purchase from you.
Work out how you will measure success – yales will be your goal but consider what else you can measure.
Launch your Advertising – directly with the medium like Facebook or through a media buyer.
Track and analyse the performance – consider changing your advertising mid-way through if it is not working.
Decide if you will do it again and how you could improve your advertisement.

To learn more about design see your guide on getting graphics done.

Picking the right type of advertising will be dependant on many factors. Watch what your competitors are doing as well as what you see working for other industries. You will find that more than one type of advertising is better than just doing one thing. For example, a newspaper advertisement is well complimented by doing some Google Ad words.

As a small business, buying advertising is best done directly with the vendor. If you wanted to advertise in a local newspaper go directly to the local newspaper. In the advertising world almost everything is negotiable so don’t just accept the first price they give you. Note when buying digital advertising like Facebook or Google assets the price is based on an auction system so you will pay depending on what others are prepared to bid on the same assets.

Beyond sales, measuring results can be the number of clicks on an ad or to your website, calls received, the number of opens of an electronic direct mail, or website traffic. However, remember only sales will mean an improvement in the bottom line.

HINTS

Any advertising of your products or services should be accurate, true, and able to be substantiated. Advertising practices are governed by law and there are fines for businesses that mislead consumers, whether intentionally or not. Ensure you read our guide on Australian Competition and Consumer Law.

Be ready to respond to your advertisement. Make sure you have the product or service available. Ensure your call to action is clear and respond to enquiries quickly, for example, make sure someone can answer the phone or respond to emails. Does your website duplicate the offer and what is your plan if the advertisement goes better than expected?

Unfortunately not all advertising works. Learn from your failures and don’t make the same mistakes next time.

SUMMARY – advertising for more sales

Advertising is great when it increases your sales but finding who to advertise with and where to advertise is a trial and error approach. Newer forms of advertising like social media competes with older forms like a letterbox drop each with their advantages. Pay special attention to your creativity as it not only represents your business but also enables your advertisement to stand out from your competitors. Always measure your advertising results and adjust any future advertising based on what you have learned.

SWOT to develop your business strategy

Posted on July 14, 2020 by Angus Jones

If you want your business to grow you should ask yourself how does your business compare to the competition? What are your advantages and disadvantages? What are the threats to your success? Are there opportunities that your business has not taken advantage of? This guide will look at a SWOT analysis and show you how you can use this strategic planning technique to help your business identify Strengths, Weaknesses, Opportunities and Threats and then develop business strategies to grow your business.

A SWOT analysis or Strengths, Weaknesses, Opportunities, and Threats analysis is a study undertaken by a business to help understand business competition or help to build a project plan.

WHY should I do a SWOT?

The SWOT tool is a very simple way to develop your business strategy. It provides a framework to collect your thoughts no matter if you have been in business for years or just starting. (Also see our Marketing guide)

A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at your business.

The tool allows you to get an accurate picture of your market position and then helps you to formulate what actions you should take to improve on the current situation.

WHAT do I need to know about a SWOT?

Strengths and weaknesses are internal to your business. These are things that you have control over and can change.

Opportunities and threats are external to your business. These are things going on outside of your business, in the market place. You can take advantage of opportunities and protect against threats, but you can’t change external influences on your business.

	Helpful (for your objective)	Harmful (for your objective)
Internal (within organisation)	Strengths x x x	Weaknesses x x x
External (outside organisation)	Opportunities x x x	Threats x x x

Strengths and Opportunities are helpful to your business and can allow you to grow.

Weaknesses and threats are harmful and if left unchecked could cause your business to shrink.

HOW do I do a SWOT

Using the table above you need to fill in the bullet points for each of the four quadrants. You may add as many points as you believe are relevant. Be wary of adding a preconceived view versus the real-world reality.

When filling out a SWOT the types of information might include:
(Note points can move between left or right depending if in your circumstance they are a Positive/Helpful on left or Negative/Harmful on right)

Strengths

Business strong points
Unique selling point
Value proposition
Internal resource such as your people
Tangible assets like IP or capital
Marketing or Advertising
Business process
customers

Weaknesses

Factors increasing cost
Things your company lacks
Factors reducing profits
Where competitors are better
Resource limitations
Unclear selling proposition
Is your location ideal

Opportunities

Adapting to technology creating new demand
Being ready for the future
Untapped market
Few competitors
Press coverage of your business
Market is growing
Upcoming events

Threats

Competition activity
Changing customer attitude to your company
Government policies
Fluctuating markets
Supply constraints
New market trends

Once you have completed your SWOT it will give you a clear picture of your market position. As a result, you can create several strategies to take advantage of strengths and opportunities. Also, develop strategies to address weaknesses and threats. You can then prioritise those strategies based on what you need to do to grow your business. Lastly, you build an action list with dates to address those strategies.

HINTS

If you are starting a new business, a SWOT analysis is part of the business planning process. It will help you formulate a strategy so that you start off in the right direction.

If you are an established business can use a SWOT to assess the current situation and determine a strategy to move forward. Note that things are constantly changing and you will most likely want to reassess your strategy, with a new SWOT every 12 months.

Having an external person like a customer contribute to the SWOT process can ensure a dose of reality.

Sample Business selling pears

	Helpful (for your objective)	Harmful (for your objective)
Internal (within organisation)	Strengths Good profits Excellent staff with spare capacity	Weaknesses Prices to expensive Brand not known
External (outside organisation)	Opportunities Produce pear pies Sell to restaurants Advertise pears	Threats Oranges become more popular Supply issues

Strategy 1. Sell more pears cheaper
Strategy 2. Build pear pie business

Action 1. Reprice pears by end of the month
Action 2. assign a staff member to research pear pie’s by end of week
Action 3. Get staff to phone restaurants offering them pears by the end of next week

SUMMARY – actions to match your business strategy

A SWOT analysis is a framework allowing you to evaluate your business or business idea from a competitive position and to develop strategic planning. By reviewing strengths, weaknesses, opportunities, and threats you can gain a fresh perspective and new ideas. A SWOT can be done in as little as an hour which then can be used to develop strategies to grow your business which will be delivered by a list of action items.

Contractor – using or being one

Posted on July 14, 2020 by Angus Jones

Your small business may not be ready to take on an additional employee so a contractor may be a better solution or perhaps you would like to start your own business as a contractor. This guide will look at both sides and help you understand the implications of using or being a contractor.

A contractor or sub-contractor, freelancer or consultant is a person that provides goods or services under a written contract or a verbal agreement. Unlike employees, contractors do not work regularly for an employer but work as required. Contractors are usually paid on a freelance basis and often work for themselves using their own tools and processes.

WHY should you use or consider becoming a contractor?

By Using a contractor, you can:

Increase or decrease workers based on business needs
Get fast access to skilled workers for different tasks
End contacts quickly with no reason
Normally no payments for Superannuation, holiday or sick pay and payroll taxes
Save on liability insurance, as contractors must have their own

By Becoming a contractor, you can:

Be your own boss
Earn more money if your skills are in demand
Work the hours that suit you including part-time
Test out a company before committing to a full-time job

WHAT do you need to understand about contractors?

Contractors have workplace rights and protections but have different responsibilities relating to insurance, taxation, and superannuation. In Australia, the Independent Contractors Act 2006 in conjunction with the Fair Work Act 2009 protect the rights and entitlements of independent contractors.

Under the Fair Work Act 2009, independent contractors are protected from:

adverse action – for example, a business cannot terminate a contract with an independent contractor because they make a complaint to a regulator about their workplace rights
coercion – for example, a business cannot threaten to take action against an independent contractor to coerce them not to exercise their workplace rights
abuses of freedom of association – independent contractors are free to join, or not join, a trade union or employer group

The Independent Contractors Act 2006 allows independent contractors to ask a court to review a contract because it is ‘unfair’ or ‘harsh’. The court may consider:

the terms of the contract when it was made
the relative bargaining strengths of the contract parties and, if applicable, anyone acting on their behalf
whether there was any undue influence or pressure, or any unfair tactics used against, a party to the contract
whether the contract provides remuneration that is less than that of an employee doing similar work
any other matters the court thinks is relevant

The court may order:

the terms of the contract to be changed (for example, they may be added or removed)
the whole contract or part of the contract be ‘set aside’ (that is, have no effect)

All workers in Australia are entitled to a safe and healthy workplace. This means that employers — including self-employed contractors — must comply with the relevant state or territory’s workplace health and safety laws.

Sham contracting is illegal and is when an employer attempts to disguise an employment relationship as a contractor relationship. This is usually done to avoid responsibility for employee entitlements.

HOW do you hire a contractor or become a contractor?

In Hiring a contractor, you should be careful in checking their credentials to ensure they have the right experience, attitude and skills. You will need to carefully plan how they will integrate into your workflow and ensure you pay them promptly or they may not continue to turn up. A contractor may not be an employee but you need to treat them as part of the team to get the best result. Make sure you engage a contractor in a legally binding way in writing and consider what other documents may be required like a Non-Disclosure Agreement. Ensure you keep accurate records of their hours and or completion of set tasks.

In Becoming a contractor, you essentially start your own business. See our guide on starting a business. This process will include writing a business plan which will help you be realistic about things like future income. You will need to keep track of your business so read our guide on Record Keeping as well as considering setting up a separate bank account.
Insurance is important as you most likely will not be covered by your employer so consider taking out liability, income protection and asset (protect your tools) insurance.

If as a contractor you are paid wholly or principally for your labour your employer must pay for your superannuation, if not you should consider making voluntary personal contributions. Be sure to review our guides on Business structure and GST as you may need a separate tax file number and your services will be subject to GST if your business turnover is above $75,000. If you do not have an Australian Business Number (ABN) your hirer may legally withhold tax at the top rates.

HINTS

Unsure if someone is an employee or contractor? See the Fair Work Table here https://www.fairwork.gov.au/how-we-will-help/templates-and-guides/fact-sheets/rights-and-obligations/independent-contractors-and-employees

If your business engages contractors, it’s a good idea to have a Contractor Agreement in place with each contractor you engage. This sets clear expectations about the scope and standard of services to be provided, fees and payment, confidentiality, IP ownership and termination processes. A lawyer can draft a contractor agreement for your business.

Keep track of your contractors’ hours and how much they’re costing you. Use your accounting software to produce reports so you can see whether you are getting value for money. Over time you will discover the right mix of employees and contractors that works for your small business.

SUMMARY – skilled supply of labour and materials

Contractors work for themselves and offer other businesses and individuals a skilled supplier of labour and possibly materials. Both the contractor and the hirer have flexibility around hours and hirers do not have to provide for holiday and sick pay or payroll taxes. Contractors have workplace rights and protections but have different responsibilities relating to insurance, taxation, and superannuation.