Real Estate Agents - Best Marketing Practices - Best Business Increasing Practices

Local and Localization is about sustainability and no group defines Local better than Real Estate Agents and Brokers.  This creates unique opportunities for agents and brokers to market themselves and marker their brand.  Remember, even though the product is the home, it's the agent that we hire.

Because Your Customers
are your Neighbors

In Real Estate, the Cost of Customer Acquisition is high whether it is for a listing or for a buyer - much higher when you consider the time invested to both obtain the client and maintain / service the client (time is a real cost).  Agents and brokers market themselves in many ways - each serving a different purpose.

Internet and Social Media - A necessary evil.  MLS, Zillow, brokerage website and your own website are all things you need to get going.  There is plenty of help available as these are the easy ones to begin your business venture.  People may also "check you out" on Yelp or Facebook.  High labor cost - low direct / measurable return is the norm from Internet marketing.  I don't want to underplay this; your Internet presence is required in supporting your brand - ask me why (for another article).

EDDM with a Call to Action

Direct Mail - EDDM (USPS Every Door Direct Mail) has the highest return for real estate agents, but is the most overlooked.  Let's analyze a few scenarios. EDDM, if you are unaware, is a USPS service that give you the capability to target, not only Local, but a neighborhood - making YOU a neighbor.  NO mail list, or cost of a mail list, required.!  What better return can you have; Retail EDDM is inexpensive in that it is less than HALF first class postage rates, and your message touches all the homes around the one you just listed or sold.  It's targeted by the mail carrier route that your listing is within.  It contains a very custom message about THAT LISTING.  It contains a "call to action" on that house ("Open House on Sunday, June 3rd from 1-3 PM).  It contains a message about YOU.  YOUR SELLER WILL LOVE THIS.  Neighbors will visit your open house (because it's in the neighborhood (Curiosity)) and you will meet a lot of people - isn't that what the real estate business is about?  Does this generate some ideas?

EDDM is also a very cost effective way to introduce yourself to the neighborhoods you want to specialize  - the neighborhoods where you are an expert.

Return on EDDM marketing is huge.

Referral Marketing - This one is not a new concept in the real estate business and is definitely the big winner.  Your good relationships (goodwill) with local mortgage companies, banks, the Chamber of Commerce and local businesses will put you on their referral list

So how can you add to your referral marketing opportunities and returns?  Do some proactive referral marketing.

1. Everyone you know (have touched) at mortgage companies, banks and The Chamber of Commerce should have a referral card - one custom to themselves.  Why?  First, because it is also about them, thus they are more likely to use it.  Second, you can measure the return.  Provide some sort of motivation to each side - a home evaluation, free local packet of info /coupons (from friends) to prospective clients and maybe a referral  reward to your referrers / friends.  I purposely use the word "Friends" here - "we all like to do business with people we like" first.
   

2. 

   Referral Cards

   On the sale / buy of a home, print a set of thank you / referral cards / announcement cards that are specific to that client - One with their big smile and the words "The Williams New Home"; these will go everywhere.  Your referral card will go from your customer, to their friends and colleagues.  Remember, include a call to action  - several - about both you and the new homeowners:
   "Directions to The Williams New Home".  Cool approach, huh.
3. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

Call Me for advice - We Consult and We Build your referral program.  We Print and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell) 
512-593-8830 (in Austin)

EDDM and Referral Marketing Programs
are Services Provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn
www.linkedin.com/in/robertleonard5699 Follow me on Twitter
@T4Leonard
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Tax Preparer / CPAs - More Sales Forever - Know your "Cost of Customer Acquisition" - Case Three

For independent tax preparers, bookkeepers and CPAs, this is how you can make your business boom.  The public would rather find you (You Are LOCAL) than use the major brand temp office preparer or one of those scary seasonal offices with the curtains in Walmart.

But let's start with knowing your "Cost of Customer Acquisition" - it is important to know.

"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business.  This tidbit of information makes your small business act very big.  This tidbit of information is what makes businesses grow.  This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).

So let's figure this out.  How do I figure out what my Cost of Customer Acquisition is?  Probably the best way is use some industry averages.  They are available in your profession - attend a marketing seminar (they are at every major business show).  Note, if someone who is selling you marketing, claiming expertise in your business, and can not tell you what your profession's Cost of Customer Acquisition is, they ARE NOT an Expert.

The Tax and Tax Preparation business is heavily seasonal and you want to leverage, not only your own marketing and sales effort, but your competitions as well..

Tax Preparation and Accounting
Your Customers Marry You

Tax Preparation, CPAs and Bookkeepers

Local tax preparers typically have a low Cost of Customer Acquisition.  Most of their business comes from traditional hand-to-hand daytime marketing and referral.  We are assuming you want to grow, so we are going to throw out some ideas.   One real nice thing to remember, when you get a customer, they are typically FOREVER CUSTOMERS returning year after year.  So where should you be?

Internet and Social Media - The Internet and doing SEO are the easy parts for your business; there are a dozen computer geeks in every town that can make this happen for you - just don't over due it.  You are LOCAL, thus Google does most of the work for you (or them).  Social Media doesn't play a big roll either - You maybe should have a closed group for customers and / or an open page for general tips.  A blog is always good to have as well because Local people will find it on their searches ("CPAs in Albany" or even just "CPAs" because Google favors local).

 Note: People will "check you out" on Yelp and Facebook

EDDM

Direct Mail - YES - EDDM (USPS Every Door Direct Mail) probably has the highest return for Tax Preparers; your clients come back over and over and over - for their lifetime in many cases - retention rates are high.  We have Tax Preparers that spend a large percentage when compared to their first years client fees (seems like a loser, but...) - they know, once the client is in - they are in for life.  Retention rates on someone who walks in the office are 80% to 90%.  The returns on such are almost unbelievable - huge - to big to quote because they are so unbelievable - think about it.  Remember, this is a "Local" Bang-for-the-Buck; there are diminishing returns, but doing once a year makes this a non-issue.  Do EDDM in surrounding neighborhoods, LOCAL to you .  Another nice thing is that this is a once-a-year event - December / January.

Referral Card

Referral Marketing - This is a no-brainer.  Your good relationships (goodwill) with local people and businesses gets you referrals.

So what can you do to help this referral marketing along?  Do some proactive referral marketing.

1. Each client, on each visit, should walk away with a hand full of referral cards.  Those cards should reward the referred with some monetary incentive to come see you first;  "$$$ toward your Consult (remember, they come back year after year)".  In addition, the referrer needs to be rewarded with some credit as well (make it worthwhile) such as $10 for new clients (remember, they don't spend it till Next Year).  Clients will grab extra cards and give them out to all their friends for the sake of saving a few dollars (repeat - Next Year).  If you are  a bookkeeper or a CPA, you are likely to get a few business clients out of this as well.
2. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

We will set up the complete program for increasing your business.

Call Me for advice - We Consult, we Print, and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell) 
512-593-8830 (in Austin)

We do business all over the Northeast, Austin, South Florida and in the SF Bay Area. 

Referral Marketing services provided by all LightsOn / Time4 offices.

  Connect to me on LinkedIn
www.linkedin.com/in/robertleonard5699 
Follow me on Twitter
@T4Leonard 
Add me to Your Google+ Circles
https://plus.google.com/+RobertLeonard5699/about

What is your "Cost of Customer Acquisition" - The Orthodontist

"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business.  This tidbit of information makes your small business act very big.  This Tidbit of information is what makes businesses grow.  This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).

So let's figure this out.  How do I figure out what my Cost of Customer Acquisition is?  Probably the best way (aside from hiring an expensive consultant - which I DO NOT Recommend) is use some industry averages.  They are available in your profession - attend a marketing seminar (they are at every Dental Trade Show).  Note, if someone who is selling you marketing, claiming expertise in your business, and can not tell you what your profession's Cost of Customer Acquisition is, they ARE NOT an Expert.

In the dental business there are at least two cases: The Dentist - your patients are forever; The Orthodontists - your patients are mostly single purpose.

Orthodontists Live or Die
on Referrals and Reputation

This Article Addresses Orthodontist        

have a high Cost of Customer Acquisition. The service they provide is expensive (per customer) and has a high gross margin all within a time compressed dental service.  Orthodontists  need to market themselves in many different ways - each serving a purpose.

Internet and Social Media - A NECESSITY.  The Internet and doing SEO are the easy parts; there are a dozen computer geeks in every town that can make this happen for you - just don't over due it.  You are LOCAL, thus Google does most of the work for you.  Social Media, is a different animal though.

Let's use our customers and brag, in pictures, about our product.  You want to get permission to post (or not post) pictures of your finished work; the kids will love it and as far as seeing before and afters, once you get the ball rolling, the patients (kids) will post them as well (and for you).  Make sure they TAG your practice's Facebook page (your staff will need to ask them to do that).

 People will "check you out" on Yelp, Facebook, Instagram and Pinterest.

This is a high labor cost - high indirect / difficult to measurable return; the nice thing here is that you probably have an expert in the office already playing on Social Media during their work day - embrace it.  Done right, social media will make your local brand.

EDDM, not so for Orthodontists

Direct Mail - Unlike dentists, EDDM (USPS Every Door Direct Mail) does not provide the "Lifetime" return to the Orthodontist.  Your patients hopefully never come back and, as far as their siblings, their parents will never forget you. That said, we have Orthodontists that do EDDM, but not with the frequency or return that Dentists enjoy.  When Orthodontist's do EDDMs, the mailing still needs a hook - that free evaluation or a consult.

Referral Card

Referral Marketing - This one is not a new concept to Orthodontists and is definitely the big winner.  Your good relationships (goodwill) with other local Dentists gets you on their referral short list.  Your objective now is to be the one picked from that referral short list.

So what can you do to be the one picked (from that short list of 3 or 4)?  Do some proactive referral marketing.

1. Each patient, on each visit, should walk away with a hand full of referral cards.  Those cards should reward the referred with some monetary incentive to come see you first;  "$50 toward your Consult and analysis".  In addition, the referrer needs to be rewarded with some credit as well (make it worthwhile) such as $10 for new consults and $50 for new patients.  Parents will grab extra cards and force their kids to pass them out.
2. After the patients braces are removed, print a set of referral cards that are specific to that patient - One with their big smile and the words "Erin's New Smile - By Dr. Thomas, DDS"; these will go everywhere.  This may seem self-serving (to me here), but this is far less expensive than any promotional toy you give out.  Your referral card will go from your patient, to their friend to their parents.  Cool approach, huh.
3. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

We will set up the complete program for increasing your business.

Call Me for advice - We Consult, we Print, and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

Referral Marketing services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699

Follow me on Twitter
@T4Leonard 

Add me to Your Google+ Circles
https://plus.google.com/+RobertLeonard5699/about 

What is your "Cost of Customer Acquisition" - The Dentist

"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business.  This tidbit of information makes your small business act very big.  This Tidbit of information is what makes businesses grow.  This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).

So let's figure this out.  How do I figure out what my Cost of Customer Acquisition is?  Probably the best way (aside from hiring an expensive consultant - which I DO NOT Recommend) is use some industry averages.  They are available in your profession - attend a marketing seminar (they are at every Dental Trade Show).  Note, if someone who is selling you marketing, claiming expertise in your business, and can not tell you what your profession's Cost of Customer Acquisition is, they ARE NOT an Expert.

In the dental business there are at least two cases: The Dentist - your patients are forever; The Orthodontist - your patients are single purpose.

Because Customers are for Life,
Returns Just Continue to Grow

This article addresses Dentists.

Dentists have a high Cost of Customer Acquisition - sometimes much higher than the charge of an initial visit (which is many times discounted).  Dentists market themselves in many ways - each serving a purpose.

Internet and Social Media - A necessary evil.  People may "check you out" on Yelp or Facebook.  High labor cost - low direct / measurable return.  I don't want to underplay this; your social media presence is required in supporting your brand - ask me why (for another article).

EDDM with a Call to Action

Direct Mail - EDDM (USPS Every Door Direct Mail) probably has the highest return for Dentists; your patients come back over and over and over - for their lifetime in many cases.  We have dentists that spend 500% - 1000% their initial appointment fees (seems like a loser, but...) - they know, once the family is in - they are in for life.  Retention rates on someone who sits in the chair range from 80% to 90%.  The loss leaders are typically a cleaning, x-rays and  /or a heavily discounted initial visit.  The returns on such sound almost unbelievable - well over 10,000% (no typo - ten-thousand percent and I am being conservative).  Remember, this is a "Local" Bang-for-the-Buck; there are diminishing returns.  Do EDDM in a neighborhoods then move on to the next LOCAL neighborhood.  Do not repeat more than once every 4 month to the same neighborhood (every 6 months is better).  Believe it or not, there are even better times of year to do this.

Referral Card

Referral Marketing - On EVERY patient visit, the patient and / or their parent should walk out with a stack of referral cards (business card size).  This referral card should provide an initial visit hook (like the EDDM) and some type of monetary return to the referrer - like a $10 discount for every referred new patient - they will think $100s - you will get new patients for life.  Massive returns and massive branding for your practice - Everyone is a winner.

Call Me for advice - We Consult, we Print, and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell)
772-905-4383 (On the Treasure Coast)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699
Follow me on Twitter
@T4Leonard
Add me to Your Google+ Circles
https://plus.google.com/+RobertLeonard5699/about 

The One Thing We Can Count On – Change – A Changing Market

The Internet and social media, have changed so much about our businesses and the market(s) we sell to, no matter which one(s) they are.  Adapting to the changes is the key to being able to survive in the future.  I have seen four business environment changes (ice age type changes) in my adult life (the 4^th being the current one).  Some companies survived because they were adaptive through entrepreneurship (dictatorship) control; some companies survived by refining their business model, sometimes through brute force and several mistakes until they get it right; sometimes the survivor was just a new entrepreneurial opportunists.

The natural tendency of change is towards chaos. It is imperative to focus efforts towards the vision. It is almost impossible that any complex change can be managed with any rigid structure and then deliver successful results - for change to succeed, frequent adjustments must be made – a fluid plan (of course, there are several MBAs and consultants, who have never done, who will tell me differently).

The art of success and management is to create harmony, order and direction from chaos.

Bob Leonard
561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699

Follow me on Twitter

@T4Leonard 

Add me to Your Google+ Circles

https://plus.google.com/+RobertLeonard5699/about 

Fixing the Local Print Business - The Biggest Target

 
It might be about the local postal store, franchise or independent.  Many years ago someone told me about a company (a start-up at the time) called Mailboxes, Etc. (now The UPS Store)  My original thought was, why use them instead of the post office?  I believed the business concept was flawed - I was way wrong.  Yes, many of these businesses are feeling the strain of the economy and being a franchisee, but the outlook for this group is very positive - just walk into one on any given weekday (especially after 2pm).  The question I have is - can the franchisors bring in higher margin products to more utilize their current foot traffic - and give the franchisee a chance to succeed?

Being a target market for LightsOn Graphics is the wrong phrase; it is much more a prediction. Postal stores provide a convenience that creates foot traffic and business in that it is hyper localized - one stop to send mail, UPS, Fed-X, get the boxes and packing you need to complete your mailing.  They have morphed from a post office box and shipping center to a business center providing copy service, document shredding, limited but critical office supplies, and limited emergency print (copies, business cards).  Just a side note - If you need shredding, buy a shredder.

Offering print and collateral marketing services is a natural expansion to their business; some would say they already do.  I tend to use Postnet in my examples because, not only are they in that postal store target bunch, but they also use a service that, from my research, provides nothing except the satisfaction that they can say, "we have an online print site".  No they don't, but that is just my opinion.  I have interviewed several small printers that use the same system - orderless (like zero) - they stretch to find value in something they pay for every month.  The system they use does provide marketing benefits and a few  convenience tools, but not sales.

Now that the market has been identified, we can start talking about the product and what makes LightsOnGraphics.com different (better) in both product and concept - see our forthcoming blog entries (or see an earlier taste - Fixing the Local Print Business).

In Review - Targets:

1. Postal Stores - because this is where the customers are.
2. Local Quick Printers with poor web presence.
3. Postal Store Franchisors Postnet, Postal Annex, Goin' Postal, etc.)
4. Quick Print Franchisors (AlphaGraphics, Minuteman Press, Sir Speedy)
5. Local Graphic Designers.
6. Vertical Market providers (newly identified)

Thank You For Reading.!.!

Bob

561-371-4113

Collaborative Marketing Efforts Make The Impossible - Probable.

One misconception I have found in talking to prospective partners and affiliates is that they think we are selling them a website - we are not.  We are simply partnering to bring local exposure (everywhere) to LightsOnGraphics.com in exchange for the local exposure of the partner and affiliate resulting in local foot traffic, additional revenues and commissions (commissions from LightsOn Graphics).

LightsOn Graphics' business objective is to increase traffic to the LightsOnGraphics.com website, and the local partner/affiliate to appear when the user traffic is in their locale.  It is not to drive traffic to (or from) a local area. The results and objectives are achieved through collaboration and not brut force.

Taking this approach gives the local printer and postal store a chance to compete for the market which is slowly being lost to the major online printer(s) as described in this past blog entry - Understanding the Changing Print Market. 

Bob Leonard

“Who Four” - The Biggest Target - Fixing the Local Print Business – Part Four

"Who Four":  The local postal store, franchise or independent.  Many years ago someone told me about a company (a start-up at the time) called Mailboxes, Etc. (now The UPS Store)  My original thought was, why use them instead of the post office?  I believed the business concept was flawed - I was way wrong.  Yes, many of these businesses are feeling the strain of the economy and being a franchisee, but the outlook for this group is very positive in my opinion - just walk into one on any given weekday (especially after 2pm).  The question I have is - can the franchisors bring in higher margin products to more utilize their current foot traffic - and give the franchisee a chance to succeed?

Being a target market for LightsOn Graphics is the wrong phrase; it is much more a prediction. Postal stores provide a convenience that creates foot traffic and business in that it is hyper localized - one stop to send mail, UPS, Fed-X, get the boxes and packing you need to complete your mailing.  They have morphed from a post office box and shipping center to a business center providing copy service, document shredding, limited but critical office supplies, and limited emergency print (copies, business cards).  Just a note - If you need shredding, buy a shredder.

Offering print and collateral marketing services is a natural expansion to their business; some would say they already do.  I tend to use Postnet in my examples because, not only are they in that postal store target bunch, but they also use a service that, from my research, provides nothing except the satisfaction that they can say, "we have an online print site".  No they don't, but that is just my opinion.  I have interviewed several small printers that use the same system - orderless (like zero) - they stretch to find value in something they pay for every month.  The system they use does provide marketing benefits and a few  convenience tools, but not sales.

Now that the market has been identified, we can start talking about the product and what makes LightsOnGraphics.com different (better) in both product and concept - see our forthcoming blog entries (or see an an earlier taste - Fixing the Local Print Business).

In Review - Targets:

1. Postal Stores - this is where the customers are..
2. Local Quick Printers with poor web presence.
3. Postal Store Franchisors Postnet, Postal Annex, Goin' Postal, etc.)
4. Quick Print Franchisors (AlphaGraphics, Minuteman Press, Sir Speedy)
5. Local Graphic Designers.
6. Vertical Market providers (newly identified)

Thank You For Reading.!.!

Bob

561-371-4113

Why Branded Websites Don't Work With Any Business, Especially with Local Printing

Several of the larger trade printers will provide their customers with somewhat sophisticated websites for them to call their own.  There are several problems with these which are listed below.

1 - When there are more and more websites, especially websites that are both functionally and visually identical, the net result is noise in the market place (web market place).  The only people that are going to find these sites are people that the local printer tells.  This is a big negative in my mind as the job of the local printer is to service the local customer; sending the customer online is reducing service levels and introducing your customer to the online competition.

2 - Maintaining the website (just the prices) is a job in and of itself assuming the branded site allows you to determine prices.  If you have the time to spend on this, you may already be out-of-business.  My most commonly used 'line' for printers that say "We already have a website" is "how many orders have come in from your website" or "Have you ever had ANY order from your website?"

3 - Limited Product Line - Typically limited to the trade printer providing the branded site.

4 - Getting Traffic - As was pointed out in the first problem, you do not want to send your face-to-face customer to your website (EVER IMO).  SEO is a very very expensive process as it is a job, not a task - don't be sold SEO by the "expert around the corner"; in my opinion, 99% of the people that sell SEO are fraudulent and don't know the meaning...  Just my opinion ... as a friend of mine says, "tell me how you really feel...!!"  The other way to get traffic is Pay-Per-Click which is expensive, but very real; you will be competing with the big boys and you must position your products against the big boys to convert that click into an order.  Just a note, we estimate the cost of a converted lead in the printing business to be about $150 - How does anyone make money at it?  They do - maybe for some future blog entry.

Finally, I ask,  does anyone know a local printer whose website (branded from a trade printer, or their own home grown) makes them money?  I don't.  All I ever hear is people complaining (always off the record) about Vistaprint - sometimes they will spend 20 - 30 minutes telling me how Vista doesn't effect them - touch a cord..!!

What makes LightsOnGraphics.com different?  Follow me.

I need to start talking about the business rather than the business plan - soon.

Identifying Potential Clients - Those That Have "Bad" and "Really Bad" Web Presence

The "Who's" have been identified.  For the local printer there seems to be only two types of web sites; "Bad" and "Really Bad".  The classifications are limited to printers, but since that is the subject of my white paper / business plan, it is here.  This is obviously going to sound self serving to LightsOn's business model, but identifying these weaknesses and niche / cracks in the market are part of any business and execution plan.

The "Bad"
Several large trade printers provide local printers with branded websites at little to no cost.  The local printer gets a good site that brands themselves.  The trade printer gets many local representations of their products. Why don't theses "Bad" websites work?

• Products are limited to what the trade printer supplies (the trade printer that provided the branded site for the local printer).
• The local printer has limited price control (None IMHO).
• Local printers buy from multiple trade printers.
• Branded sites do not help to promote service nor foot traffic to the local printer.
• Branded sites have failed for the local printer in the market place. 

The "Really Bad".
This one is kind of funny to me because many of these sites are only for the purpose of being able to say: "yea we have a website too" (IMO).  Actually, they are much more, but the much more in about preservation of business rather than growth and new business. Regretfully, when you are in defensive mode, and your competition is on the offense, there is only one direction for the ball to go (there are very few interceptions in business).

Sampling of their customer sites:
A PostNet Site

I am not sure where to begin - what I do know is, the printers that use this product are our target.  They so obviously want more.  I always tell them to ask themselves - Have you ever received an unsolicited online order?  - Not one where you told the customer to go there and upload their files.  Some local printers actually pay for this ....  and wow, I will be asking them all... "who owns your domain name?"

No wonder Vistaprint is winning.

bob

Identifying the Opportunity - Having a Vision - The Cause (not the effect)

I am writing this specific to the local printing market, but the concepts and the decisions apply to business in general as this blog entry demonstrates.

Prior to the 1960s, most home town business was locally owned and managed  - a time long gone.  We remember (some of us) the local pharmacist, the diner, the tailor, the cleaners, the corner store, the local printer, etc...  We then experienced a transformation where enterprising individuals (opportunists) expanded their businesses by packaging their business such that it could be sold to individuals looking for opportunities in distant locations. The 1950s and 1960s were the "Wild-Wild-West" era of franchising - minimal regulation and scams in a "buyer-beware" world.  The boom in franchising began.  Franchising brought us (arguably) consistent quality, business buying power and trusted/recognized brands.  With time, regulations from the FTC and its state equivalents made the purchase of a franchise much more transparent if only by making cost-of-entry so much higher.

The Internet era brought new competition; "local" was redefined as being as close as your computer.  Regulations ended up not being needed, even though they were frequently brought up and discussed.  The Internet (as a market) has evolved into a self-regulated market with minimal government regulation (not making a political argument here).  The 1990s and early 2000s were the Internets "Wild-Wild-West" era; today, we have evolved, like franchising evolved, into a market where we have trusted shopping locations, consistent quality and trusted brands.

The bad side of the Internet, IMHO, is the elimination of local service in business transactions that require service (again IMHO).  I have a story that should hit home pretty hard.  Remember the Hobby Shop?  I was in one in South Florida in, I think around 2002,  I witnessed the owner becoming very upset with a consumer who was a slot car enthusiast.  The consumer, I guess, would frequently come in, evaluate a products quality and suck knowledge and demonstration from the store owner and then buy the product online for the purpose of saving $3 on a $30 item.  What I witnessed was the store owner losing-it and kicking the consumer out of the store.  Who won here?  The store eventually went out of business and the consumer lost their ability to touch and evaluate the product before buying it.  Bought one of those radio-controlled helicopters lately? - Junk.!.!  Even worse, they cost more for the return shipping than original cost of the product... ugh..!!

How is the local printing market similar to this?  Next entry...

The One Thing We Can Count On – Change – A Changing Market – Case Study Chapter One

The Internet has changed so much about our businesses and the market(s) we sell to, no matter which one(s) we are in.  Adapting to the changes is the key to being able to survive in the future.  I have seen four business environment changes (ice age type changes) in my adult life (the 4^th being the current one).  Some companies survived because they were adaptive through entrepreneurship (dictatorship) control; some companies survived by refining their business model, sometimes through brute force and several mistakes until they get it right and then sometimes the survivor is just new entrepreneurial opportunists.

The natural tendency of change is towards chaos. It is imperative to focus efforts towards the vision. It is almost impossible that any complex change can be managed with any rigid structure and then deliver successful results - for change to succeed, frequent adjustments must be made – a fluid plan (of course, there are several MBAs and consultants, who have never done, who will tell me differently). The art of success and management is to create harmony, order and direction from chaos.

I (the opportunist) am going to create a series of blog entries (my business plan) defining an opportunity (the changed market) in the local printing business.  I expect this to be both fun and rewarding to all the Time4 and LightsOn offices.  It’s somewhat complex (the opportunity) so I’ll be documenting my hypothesis and tests in small chunks.

I have been nurturing these ideas with the Time4 offices for the last six months and have started rolling out different segments.  The first was (and continues to be) establishing an SEO presence in the markets being targeted – success – we have 1^st page Google presence nationally in several specific product searches – sometimes two, sometimes three, and a few times four different positions in the Top 10.  Maybe we should have been in the SEO business – NOT – way too much incompetent noise.