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Positioning in Small Business Marketing
by: J D Moore
Copyright 2005 J D Moore

Positioning is another one of those marketing jargon words that everybody throws around and is important to understand. It's also important to understand how positioning specifically applies to your small business marketing.

Basically a marketing position describes your unique place in the market. The key word here is unique. What makes you different from your competitors? What features and benefits do you offer your target market that the other players don't?

Here are a few things that may go into your positioning:

-Price Point - This doesn't necessarily mean you have the lowest price. You may be the most expensive in town, and that's OK if you convince your customers you're worth it.

-Service - Almost every business claims they have great service. If you can provide exceptional service compared to your competitors, your customers will remember you. I'll never forget calling a surly plumber to try to get him to my house for an emergency on a weekend. he acted like he didn't want my business and then told me it was going to be $200 for him just to show up, no thanks. I called roto-router who gave me amazing service, a guarantee, and the whole bill was less than $200. I now use them for all my plumbing.

-Features and Benefits - Positioning is not just about what makes you different, it's also about what you emphasize. Folgers announces to the world that it's "mountain grown coffee" ( a feature). Guess what? All coffee is mountain grown. Folgers just claimed this feature first. What's something that none of your competitors are talking about?

-Credibility - Legal Seafood's clam chowder is served at every presidential inauguration. Many products get celebrity endorsements. Many companies tout how long they've been in business. All of these things build trust in the mind of the consumer. What trust-building factors do you have that the competition does not?

-Negative Features - Is there something you don't have that annoys customers of your competitors? I'm not saying use negative advertising, but just mention the feature and tie it to a benefit. I'm annoyed when I have to pay for parking to go shopping at Mall. Instead of touting free parking, a mall that wants to speak to me might declare, "you'll never have to pay for parking". This drives home the pain of shopping with a competitor without going negative.

-Anything Else - Literally anything that differentiates you from your competitors can be part of your positioning strategy - your location, your hours of operation, the way your office smells. Small business owners need to think creatively here.

In a great article by John Jantsch he states that a positioning strategy must answer the question, "why should I buy from you?" This is brilliant in it's simplicity; it cuts through all the strategic junk that complicates marketing. If you can't answer this question, your customer is not going to do the work to figure out an answer on his own.


About the author:
Does your small business marketing stink? Let's Fix it! J D Moore is a small business marketing coach. Read his blog at http://marketingcomet.typepad.com


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Picking A Small Business Accounting Program
 by: Stephen L. Nelson, CPA

A small business accounting program should accomplish three tasks: track income and expenses, generate business forms, and keep detailed records for other assets and liabilities.

Tracking Income and Expenses

The task of tracking a business’s income and expense is really the most important job of an accounting system. If you own or manage a small business, obviously, you need some tool for measuring your income and your cash flow.

Although checkbook programs like Quicken and Microsoft Money does little more than keep a checkbook, you can actually keep financial records for a business right out of a checkbook. To do this, you simply categorize deposits as falling into some income category. And when you write a check or make some other withdrawal, you categorize expenses as falling into some expense category.

One problem with using a checkbook program, however, is that by using a checkbook program, you are implicitly using cash-basis accounting to track your income and expenses. Cash-basis accounting counts income when you receive a deposit and counts expense when you write a check.

Cash-basis accounting is easy to understand, and that means you are less likely to make errors in implementing it. However, cash-basis accounting is generally too imprecise for more complicated businesses. If you use inventory in your business, for example, cash-basis accounting isn’t very accurate—and the Internal Revenue Service does not allow it.

And there are other circumstances, too, in which cash-basis accounting produces serious and usually unacceptable errors in precision. For example, if you often receive money before you have actually earned it or if you often incur expenses long before you actually have to pay for them, you need to use a more sophisticated accounting program than a checkbook program.

Generating Business Forms

The second task that a small business accounting program should help you with is the generation of business forms. The most common business form is simply a check. Any checkbook program help you do this. Other business forms that small businesses commonly need to produce include invoices, credit memos, monthly statements, purchase orders, and so forth.

If you have a small business with very simple form requirements—perhaps you need only checks—then a checkbook program may work very well for you.

However, if you have extensive or complicated business form generation requirements, a more full-featured small business accounting package, such as Intuit’s QuickBooks, Peachtree’s Complete Accounting, or Microsoft Small Business Accounting will do a better job for you.

If you produce more complicated forms, but you produce these other forms with a word processing program, then a checkbook program may still work for you.

Detailed Record Keeping for Other Assets and Liabilities

The third task that a small business accounting program should help you with is detailed record keeping of your most important assets and liabilities. A checkbook program lets you keep good detailed records of cash, and for some businesses that is the principal asset. But many small businesses have other significant assets and liabilities they need to track, for example, accounts receivables, inventory, and vendor payables.

Whether or not a particular software program’s accounting tools provide adequate asset and liability record keeping depends on the situation. However, no small business accounting program does everything you need it to do. Any accounting program that provides an extensive list of features, by its very nature, becomes a challenge to use. For example, moving to the accrual basis of accounting adds an entire layer of complexity to financial record keeping, and keeping detailed records of inventory adds another layer.

For these reasons, even when a particular program doesn’t do everything you need it to do, your best choice still may be to use the program—and then simply live with its shortcomings.



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