From ASME San Francisco Section September 1997 Newsletter:
Small Business Report: September 1997
by Eric E. Worrell, P.E., Small Business Committee Chair, ASME Region IX and San Francisco Section
This column, past editions, upcoming small business events, The Small Business and Consultants Referral List and more are on the web at http://www.ccnet.com/~eew/asmesfsb/.
You've already checked out the front of the newsletter so you know that this San Francisco Section program year is starting with another meeting topic targeted for the small business engineer. We'll also have a Small Business Networking Session, Targeted Discussion and Committee Meeting starting slightly before the general social hour.
If all goes according to plan, an ASME San Francisco Section Small Business web page will be posted by the time you get this newsletter. Check the Section web page for the link or e-mail a request to . Plans for the page include current and previous copies of this column, notes from meetings, reviews of books; software, seminars; and business practices, links to web sites of interest to small business ME's, and a Small Business & Consultants Directory for San Francisco Bay Area ASME Members.
At the national level, the ASME Board of Governors Small Business Task Force presented its final report at the Summer Annual Meeting. A new Small Business Committee in the Management Division has 6 volunteers leading efforts in Small Business Governmental Affairs, an On-Line Small Business Clearing House, Small Business Publications, Small Business Forums, Small Business Trends, and Professional Development. It is expected that there will also be a 4 member Small Business Subcommittee within the new Council on Member Affairs Industrial Relations Committee.
In April, May and June we experimented with stand alone Small Business Committee/Networking Group Meetings. For those who attended, it was a great opportunity to get to know other small business members, to trade ideas and to benefit (not once, but twice) from the wisdom of Small Business Consultant Cindy Turner. After newsletter delays left us with only three members attending in April, Cindy graciously made a repeat appearance in May, unfortunately to an identical small number.
If you missed Cindy's presentations, here are a few of the key points she made.
One big mistake many businesses owners make is going forward with no market research. The tail then wags the dog as the customers that show up determine what business they do. Through business planning, they can instead decide what type of work they enjoy and what their strengths are. Market research then identifies potential customers that are best to target with limited resources of time, money, energy and focus. For a business with past history, market research starts internally by reviewing past customers to see what types are most profitable.
For developing customers:
Through cold calling, "the squeaky wheel gets the grease" applies. Use a contact manager and alternate calls with post cards (with a clever message or useful tips)on a monthly basis.
Possibly the most effective tool is to identify, join and become active in the trade association(s) where members of your target market are active. You meet potential buyers and build your reputation with people who may be asked for a referral.
Don't forget to maintain a marketing budget (time & money) whether you have too much work or too little.
For more information on small business planning and marketing, you can reach Cindy Turner at Turner & Associates, 1485-G Enea Court, Suite 1330, Concord, CA 94520; (510) 687-7376, Fax (510) 798-3077, . Ask about Cindy's "Ultimate Marketing Seminar" and keep an eye out for her column in the Contra Costa Times.
After June's Small Biz meeting again had four in attendance (with help from phone calls), we decided to try a different approach. For the coming year, Small Business Discussion and Committee meetings will be held parallel to, and start a bit before, the general social hour at Section meetings.
If you are interested in Small Business topics and haven't yet filled out the questionnaire (from the January Meeting or the April-May-June newsletter) please contact Eric Worrell or get a copy at the next meeting. Help us learn how ASME can best help you as a Small Business member.
Want to see your name in print? This column and the web page need your input, too. Have you read a great book; found some great software, attended a great seminar; or made an insightful observation on being an engineer running a small business. Write a review and send it in!
Eric E. Worrell, P.E., The Ergonomic Energy Works, PO Box 271923, Concord, CA 94527-1923, Phone/Fax (510) 689-4579, .
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