From ASME San Francisco Section Nov/Dec 1997 Newsletter:
Small Business Report: November/December 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/.
In the time since I wrote the Small Biz Report for SF Section's September/October newsletter, ASME International's small business website has gone live, as you've noticed if you've been reading your mail and checked out http://www.asme.org/smallbiz/ lately. Thank staff members Gloria Guerra, Randi Kurtz, and Sara Stephens for the new "Small Business Center". They've taken comments from Region IX and other members to heart in creating a versatile, searchable "Engineering Solutions Directory". This is the place for members to advertise and to find services and products they can provide or need. An on-line small business forum is in place, you'll soon have a special page to post your business press releases, and other resources are being added.
Also at the "Small Business Center", you'll find the live action AVI file of the latest ASME International Small Business Forum. Juliann Talkington and Kelli Kowaleski, with major staff support from Gloria Guerra, put on one heck of an event at Stanford University on September 18.
With Jerry Yang delayed a bit, Harry West, Director of Research and Innovation for Design Continuum, Inc. followed Juliann's opening by addressing successful product strategies and designs. Constance E. Bagley's clearly worded remarks on business law may have surprised some who read her listing as "Attorney, Author and Senior Lecturer in Law and Management at the Stanford University Graduate School of Business". Finally, Jerry Yang, Founder and Director of Yahoo!, Inc., dressed in jeans and a flannel shirt, told the story of his business. His friendly interactive discussion with the audience of about 70 typified the day.
A short walk took us to an outdoor lunch and unadvertised talk on financing from venture capital notable Pitch Johnson. Following lunch, keys to competitive advantage and growth were among topics discussed by Robert Koski, founder and Chairman of by Sun Hydraulics Corp., and Roger McCarthy, Chairman and Chief Technical Officer of Failure Analysis Associates, Inc. Last on the program, before Kelli's closing remarks, Brian Saunders, Senior Principal of The McKenna Group, rounded out the day discussing the marketing process.
Through the day, speakers repeated several keys to business success. Build and maintain your reputation and avoid legal pitfalls by dealing honestly with customers, employees, suppliers and stockholders. Hire the best, communicate your expectations, and give your employees the freedom and resources they need to do their work, to make mistakes and to grow.
In design consulting, Harry West pointed to the need to be very open with clients, make the best decisions early, and raise concerns before you are sure they are concerns. Connie Bagley noted that "Screwing up is part of the process". By identifying risks and spotting legal issues before they are legal problems, you gain a competitive advantage.
Jerry Yang lauded Jim Brock, of the Venture Law Group, as the unsung hero of Yahoo! and other companies. By working with Dave and Jerry early, setting up correct legal structure and negotiating on behalf of the company, Jim played a critical role in Yahoo!'s success.
Robert Koski keeps all product development in house because the seeds of the next product are in the experiments of the last. With a very flat organization, he feels peer pressure keeps the system honest and aids innovation. Bad ideas die fast and good ones are well implemented.
For Roger McCarthy, growth is achieved by recognizing and rewarding employees for their correct perceptions and reactions to the market -- as recognized by the market. The market is not rational and there is no appeal to its judgement. It matters little if a consultant is well liked by colleagues when the market votes no.
In preparing for the age of the never-satisfied customer, Brian Saunders looks to a "whole product" definition with customer needs at the center. The early adopters of a new technology may be satisfied with tangible performance specifications and features while those past the peak of the curve will want service, support, training and timely delivery.
What's Next? If you missed this bargain priced, star-studded event, you can still catch the recorded version. Download the plug-in from the Small Biz Center and view the forum yourself. You may another chance for a live version in the not too distant future. If things come togehter, Juliann and her committee members will put on another Small Business Forum in concert with next year's IMECE (International Mechanical Engineering Congress and Exposition) in Anaheim.
If you have comments or input for small business activities, this column or the small business web site, please contact Eric E. Worrell, P.E., Material Integrity Solutions, Inc., 3254 Adeline Street, Ste. 200, Berkeley, CA 94703, (510) 594-0300, Fax 594-0333 or home, Phone/Fax (510) 689-4579, eew@eew.com.