Laurel Tielis

SAN FRANCISCO–Most small business owners find technology drives them crazy. Inc. magazine, and Ink from Chase, decided to rectify that last week, with a discussion on Using Technology to Drive Growth.

After a one-hour networking reception at San Francisco’s Park 55 Wyndham Hotel, attendees heard  a panel hosted by Inc. contributing editor and small business owner, Maisha Walker.

The panel was made up of Bump CEO David Lieb, Blurb VP Chad Jennings, and Foursquare Head of Talent Morgan Missen. The companies they represent are all successful SF start-ups–Bump allows people to exchange information through their smartphones; Blurb makes it easy for people to self-publish books, and Foursquare offers location-based check-ins.

What Made Them Successful?

The discussion revealed what led to the companies success. In brief, a specific mindset, combined with tools  that to allowed each to differentiate itself from others in their category.

Beta is Better

For  Disney it’s a small world, for technology companies, it’s a beta world.The companies all benefited from agile development, the concept of creating a product, and sending it out into the world, warts and all. Users then participate in improving it.

Since it doesn’t have to be perfect from the get-go, companies that take advantage of the concept, develop their brands and their images, and revel in the improvements they make and the lessons they learn, as they go along. Google+ is using the concept now to let its early adapters help them shake out problems.

The Takeaway

This is an excellent lesson for many small business owners who are still trying to get their websites right, while the rest of the business world have moved on to mobile technology.

How You Can Do It

1. Set up a small team (or pick a person) and give them a direction
2. Put together the simplest, cheapest version
3. Confirm what works and what doesn’t
4. Think in terms of short goals and wins

Test Your Message

The panel talked about the benefits of a brand book. A brand book allows for a consistent voice that sounds like you, but also lets you constantly update your message as you test it and get feedback on it.

The Takeaway

Don’t assume. Do the research. It will give you specific information on what motivated people to come to your site. The feedback also helps with building a user base and creating relationships.

How You Can Do It

Ethnio was a recommended research site. It allows all size businesses to conduct research. Depending on how many page views a company get, the fees range from free to $199 a month.

Floating on a Cloud

Everything used to be in-office. That’s changed with the cloud. And while Blurb is not using cloud computing, both Foursquare  and Bump extolled its virtues.

The beauty of it, in addition to being fee-free, is that the cloud offers failsafes. With the cloud, you’re not responsible; you don’t need to bring in a technician.  At Foursquare, Missen said, if something goes wrong “we’d just go to a bar.” She said, docs and spread sheets are now  replacing Microsoft.  Business owners can take advantage of  Google apps and Dropbox.

Lieb said a major benefit for Bump was, “You can do so much for so little money.” Bump’s initial funding was $20,000, but by taking advantage of running on the cloud, they were actually able to get up and running for $10,000.

The Takeaway

Don’t rebuild the wheel; it works just fine the way it is. Cloud computing is a time-saver and a money-saver for businesses.

How You Can Do It

Test out Google Docs, try Open Office, use Dropbox to store your files. See what works and doesn’t work for you, and move forward according to your comfort level.

Want more ideas about bringing in business? I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at ringupmoresales@gmail.com. Or, for easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

Filed under: business, retail Tagged: | branding, cloud computing, customer engagement, customer survey, retail