Technology helps small business think really big
BY JOSEPH CARDAMONE
Ten years ago, few technology experts could have predicted what the Internet has become today. Now, a minor disruption in our communication devices and platforms makes us wonder how we ever worked without them.Technology also makes this a great time to be in a small business. Many people are starting their own businesses as sole proprietors, leveraging the web to move more and more of their business functionality online. Small business owners compete with the "big boys" on a newly leveled playing field. They host their own websites, access hardware and software that can cut down on office overhead, to operate nimbly but effectively.
The so-called "Web-Driven Entrepreneurs" make up 25 percent of all U.S. small businesses, according to a recent study by Warrillow and Co. They’re twice as likely to say that their customer base is national in scope, and, not surprisingly, twice as likely to read or publish a blog. They’re also found to be more focused on expansion than their traditional counterparts.
As consumers embrace technology, so too must small businesses to be successful. In 2005, a study by Harris Interactive found that more than a quarter of consumers say that they have become "much more accepting" of technology over the past year. More and more are going to the web for product information, special limited time offers and "how-to" instructions.
Small-business owners wear many hats, from CEO to administrative assistant. The goal is to spend as much time as possible being the CEO. Efficiency, a key to success, used to come at a higher price - either of time or money. But today, technology reduces that margin. For example, small- and home-based business owners do not have to choose between buying an expensive postal meter system and standing in line at the Post Office. DYMO earlier this year introduced DYMO Stamps, which enable printing of U.S. Postal Service approved postage without a monthly fee or contract.
Additionally, advances in accounting software have made small businesses able to build and track inventory assemblies, customize their pricing levels, track job costs, create and customize business plans, create sales and expense forecasts and assess company performance trends. Five years ago, a company with a website was considered ahead of the curve. Now, it’s no longer enough to have a well-designed site. Business owners need to take advantage of every advantage they can find. Web analytic packages are helping find out what’s going wrong (or right) with a site by determining where potential customers are leaving, as well as where customers are coming from and why. This data not only increases efficiency, but can make or break a business.
There are also great organizations that are resources to the small- and medium-sized business owner. For example, the United States Federation of Small Businesses, which consists of 50,000 small business members, provides support, networking opportunities, group health insurance and political advocacy for each of its members.
Never before has there been a greater opportunity for expansion and growth. Most of this is accomplished by the tremendous advances in web technology. The time is now to seize this opportunity, but always remember the little things that can make the transition and change better for you, your employees, and, most of all, the consumer.
Joseph R.. Caradmone is president of the United States Federation of Small Businesses (USFSB). Founded in 1983 by small business owners, USFSB advocates for the rights and interests of small businesses and the self-employed. Their mission is to help their members grow and prosper by joining together and effectively promote small business interests before local, state and federal lawmakers.
WBJ Web Partners
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