Salaries, technology, supplies. Every day, you spend money and time
on your business. But do you know which investments are giving you the
most bang for your buck?
Taking a close look at what is actually helping your business grow
and generate revenue can help you make wiser decisions that pay off for
your company.
Here are 10 of the top investments in which business owners can get the best return for their money.
To keep their Berkeley, Calif., bakery both cool
and functional, Shannon and Florian Radke, co-owners of Cinnaholic
installed iPads instead of registers.
1. Publicity
Before opening upscale Berkeley, Calif., bakery,
Cinnaholic,
Shannon Radke launched a blog chronicling the details about
location-hunting, permit challenges and difficult landlords. Within a
couple of months, the frank, but funny blog was getting 15,000 hits per
month and led to coverage in popular regional publications like
SF Weekly and
East Bay Express.
The duo also invested about $3,000 dollars in a website and spends $150
a month on Facebook ads. When the bakery opened last June, there were
"lines around the block," says husband and co-founder Florian Radke.
2. Customer research
Brett Brohl spent a month and about $300 polling healthcare
professionals about their preferences before launching his
Minneapolis-based online scrubs and medical uniforms retailer,
Scrubadoo.com.
Through the online-survey service SurveyMonkey, he asked about favorite
brands, buying volume and preferred media. That research helped improve
his understanding of the brand-driven nature of his business and his
target customers. He was then better able to make a range of decisions
from inventory selection to marketing.
Before starting up, Brett Brohl, the founder of
Scrubadoo.com, a medial scrubs retailer, used SurveyMonkey to poll what
exactly his target audience would buy.
3. Automation
When Brohl first launched his site, he logged every transaction by hand.
With tens of thousands of barcodes to manage, it took precious time
away from selling to bigger accounts. A $1,500 investment in software to
automate his ordering system paid for itself in three to four months,
Brohl says. An added benefit: He can take a vacation. Automating
features and writing out procedures for repeat tasks allows others to
step in when you can't.
4. Outsourcing
Sometimes, it pays to offload tasks that don't need to be done in-house,
says Jennifer Crews, founder of Pearl Advisory Partners, an Asbury
Park, N.J., business-consulting firm. If you can generate more money in
an hour spent doing these tasks than it would cost you to pay someone to
do it for you, you're losing money, she says.
5. Better book-keeping
Organizing your books is critical. Tapping a freelance bookkeeper or
even just investing in accounting software, which can cost anywhere from
$39.95 to $1,000 or more, can help you take advantage of early-payment
discounts and avoid late-payment fees and finance charges, Crews says.
You'll also keep your credit history sterling, which can help when
negotiating for better terms with vendors and rates on loans and lines
of credit, she says.
Sean Clemmons upped the training he and other execs
offered Piraeus Data's 40-person staff. That training has turned
neophytes into managers in half the time.
6. Training
For those activities that you can keep in-house and delegate, training
is essential, Crews says. Sean Clemmons found that to be true. He owns a
40-person business-intelligence consulting firm,
Piraeus Data in
Seattle. He upped internal training, spending more time with employees
and offering daily feedback sessions, and productivity surged. He
estimates that the time it takes a new hire to become a manager has
shrunk from more than a year to just two or three months. The cost?
About $1,000 in staff time per week.
7. Technology
When Radke was designing his bakery, he wanted the hip factor to carry
through to point-of-sale. So, instead of buying a big, boxy cash
register or computer system, which would have set him back more than
$3,000, he opted for a $600 iPad equipped with Square, a free app and
reader that turns iPad, iPhone, and Android devices into credit card
payment systems with no contracts or merchant account required. Though
cash purchases can be processed for free through the Square app, credit
card transaction fees, which range from 2.75% to 3.5% plus 15 cents,
still apply. "So, in addition to saving hundreds of dollars, it helps
our brand, and we've gotten a lot of publicity because it's unusual," he
says.
8. Sales data
Even though Clemmons and co-founder Ethan Chin run Piraeus Data, which
is a data-driven company, they realized they weren't doing a good job of
tracking customers and their buying habits. To remedy the problem, they
now use a customer-relationship management tool from Salesforce.com. In
exchange for roughly $4,000 a year, Piraeus' salespeople can access
more comprehensive and current customer data. Clemmons says the
frequency of contact with customers and prospects has gone from as long
as year to no more than 90 days, which has doubled the number of client
meetings. Even in 2010's tough environment for consulting firms, he says
the firm's revenue grew 5%.
9. 'Scope creep' curbs
Twenty percent of Piraeus' consulting projects were suffering from
"scope creep" -- a term used to describe projects that grow beyond
original expectations. Although particularly problematic for consultants
and their ilk, scope creep can be a challenge for many companies, as
they try to keep customers satisfied. Clemmons and his team spent
approximately 160 hours -- about $20,000 in billable hours -- analyzing
and evaluating how they manage projects and finding ways to prevent
scope creep, saving nearly $200,000 in uncompensated work hours for the
firm. "Now, it's the project manager's job to say 'I'm sorry. That's out
of scope. Let's talk about how we can do that in Phase 2,'" he says.
10. Quality suppliers
An ideal vendor will not only work to keep your business by keeping
prices reasonable and provide timely deliveries, you may even benefit
from pitching their products or services. Radke says the top-of-the-line
ingredients he gets from his suppliers allows him to charge $5 to $6
for cinnamon rolls, while his competitors charge about $3.50.
Read more:
http://www.entrepreneur.com/article/219285#ixzz2lrR1eVok
