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Solutions for Busy
Computer-based
Business Owners
By Marnie Pehrson
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Successful computer professionals who
own their own businesses experience four basic challenges. This article names
these challenges and discusses ways to overcome them. |
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Your computer business is starting to take off.
You're in that awkward growth stage where you're working yourself silly some
months and scrounging for work in others. According to members of the
International Association of Computer Professionals, you're not alone. A set of
interviews conducted with IACP members revealed that the primary problems faced
by computer professionals who operate their own businesses are the following:
1. Marketing their businesses -- this
includes finding the initial customers as well as marketing consistently during
busy times so that there aren't dry spells. One computer trainer in Virginia,
explained that one of his greatest challenges is in ''Marketing - I'm just at
the wrong size - too small to hire a marketer; too big not to have one, and I'm
not terribly good at it!''
2. Managing cash flow - this includes
budgeting cyclical income as well as keeping cash flow steady. Most of the cash
flow problems are a direct result of marketing inefficiencies. IACP member, Art
Gelven of Hamlin Associates, LLC in Fairfax, Virginia explains this, ''Being a
very small company it is difficult getting the resources to keep the business
going while trying to get new business.''
3. Controlling growth and managing time -
many small computer based businesses are overwhelmed with work. They have so
much business that they work around the clock - leaving little time for a
personal life. An IACP member in Alberta Canada explained that the greatest
challenge in owning her software training business is, ''growing too fast and
having to get small again to regain control.''
4. Keeping up with technology - because
of the volatile and ever-progressing nature of technology, computer
professionals are often so busy working and helping customers that they don't
have time to stay up with technology. Computer trainer, Tacy Smith of Icon
Learn It, Inc. explains, ''The greatest challenge in owning my own business has
been in meeting the needs and requirements of all my students, and keeping up
with the ever changing technology (software and hardware).''
So what can you do to sidestep these issues when
operating your computer-based business?
Marketing and Cash Flow
The key is to market effectively and
consistently. Marketing is so closely tied with cash flow that they are almost
inseparable. Czolgus Evans, a
consultant specializing in marketing plans and e-commerce solutions, has found
that, ''What has worked best for me is to network, and obtain referrals. Cold
calls have been the least effective.''
Web and email marketing is fast becoming a
viable method of marketing computer-based businesses. Many members of the IACP
have found positive results from distributing an e-mail, Web or fax newsletter
to customers and prospects. This helps them to maintain customer loyalty, turn
prospects into customers, and establish themselves as experts in their fields
while keeping marketing costs down. IACP members receive access to ready-made
content and a newsletter builder that reduces newsletter creation time from
hours down to only a few minutes.
Managing Time and Growth
''Unfortunately, managing time and having a life
along with a successful business takes discipline and a clear sense of
direction. Being balanced and having a life have to be one of your top
priorities. If you don't consciously make an effort to maintain balance, your
business will consume your life. Most computer professionals are married to
their computers because computing is not only their work, but also their
entertainment. This makes us good at what we do, but it also makes us lose site
of the important things in life,'' says Marnie Pehrson, president and founder
of the International Association of Computer Professionals.
To address this problem, the IACP has recently
formed a strategic alliance with DreamWorks Coaching, Inc. (www.focusedlives.com)
to provide Platinum IACP members with one-on-one coaching with leading life
strategist, Jenette Zubero. Mrs. Zubero works with platinum members on time
management, life management and sales strategies. Platinum members gain control
over their businesses, instead of their businesses controlling their lives.
Keeping Up with Technology
Ms. Pehrson gives three ideas for overcoming the
last obstacle -- keeping up with technology:
Regularly schedule times to learn a new aspect of technology.
This might
mean attending a local training center for a crash course on the latest
software upgrade. Or it could be simply sitting down with your software and
deliberately learning new functions.
Subscribe to a technology news service
that will give you bullet-point
updates on what's happening in technology. We do this with our IACP Technology
Updates. We distribute news summaries along with the URL's where subscribers
can go to dig deeper if they would like.
Specialize in a defined aspect of technology. In this rapidly changing
world, one can't expect to be proficient in every aspect of computers.
Specialize in one aspect of technology -- like Microsoft Back Office Solutions
or network administration or computer training. Don't try to be all things to
all people. It waters-down your marketing efforts and leaves you frustrated in
your efforts to keep up with everything.
For more information on managing and marketing
your computer-based business, visit the International Association of Computer
Professionals at http://www.pros-n-cons.com/iacp/
.
IACP president, Mrs. Marnie Pehrson, is
available for interviews and questions at 800-524-2307 or via e-mail at iacp@pwgroup.com
. The International Association of Computer Professionals is a project of C.E.S.
Business Consultants, 514 Old Hickory Lane, Ringgold GA 30736. Telephone:
706-866-2295 Fax: 706-861-7936. http://www.pros-n-cons.com/iacp/
.
E-mail: iacp@pwgroup.com
Author's URL: http://www.pros-n-cons.com/iacp/
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