Paul Wallbank – Brilliant Communications

Tag: small business

  • First steps in an online journey

    First steps in an online journey

    “The days of getting a PhD to get your businesses online are over” declared James Carroll, GoDaddy’s International Executive Vice President last week on a visit to Sydney.

    GoDaddy is the world’s biggest internet domain name registration service and Carroll was in Australia to promote the expansion of the company’s local operations.

    Australia’s a prime target for the company with nearly half the nation’s two million businesses not having a web presence. “I think there’s an awareness issue about the skill that are needed to get online,” says Carroll.

    GoDaddy’s Australia and New Zealand country manager Tara Commerford suggested two reasons why small businesses aren’t going online, “I think it’s lack of awareness and people don’t know how to do it”.

    Commerford suggests that simplified online tools are making it easier along with the easy access to other platforms like social media and location online services.

    The problem though is these tools are not new, this blog has been discussing how companies need to get online for years and yet the proportion of small businesses getting a web presence has remained fixed around the fifty percent mark.

    One of the barriers to getting online is confusion and the new top level domains haven’t helped this by muddying the message about which domains they should be registering under. This is only increasing the fear among small business owners that going online is complex, expensive and risky.

    It’s understandable that domain registrars like GoDaddy would push the new domains given the industry’s low margins and need for scale, but that’s not the problem for smaller operators.

    The problem for small businesses is getting the basics right with with a mobile friendly website, particularly for hospitality and tourism operators. Having the right domain name is an important first start of an important journey for most businesses.

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  • Small business in the future workforce

    Small business in the future workforce

    While the discussion of the workforce of the future focuses, quite rightly, on the role of workers how employers and businesses fit into a changed economy is important as well.

    For businesses, the future of work affects not just the staff they employ but also the markets they cater for as those workers are also their customers. This is even truer for small businesses catering for local markets.

    The Committee for Economic Development Australia (CEDA) report issued last week describes some of those shifts in the economy and they are as important to businesses as workers.

    Where the money is

    The key thing from the report is that some communities are going to be more seriously affected by automation than others. The map of Australia that accompanied the CEDA report showing the likelihood of jobs being lost in across the nation underscores that imbalance.

    australia-likelihood-of-losing-jobs-to-automation

    In those areas expecting large disclocation, business is about to get tougher as workers find their skills are no longer valuable in the face of automation.

    Similarly, if local industries are becoming more automated then businesses servicing those industries are also going to need the skills to meet their customers’ more advanced needs.

    Consumer facing risks

    So small businesses in those districts of great disruption have to consider their markets; if they are consumer facing then their customer base could be shrinking while if they cater to other businesses then capital investment and finding skills in the new technologies are going to be required.

    Even there, the picture is cloudy as upstream industries will be affected. A town that serves as an agricultural centre, for example, will see smarter farms using less labor.

    In that town, those businesses servicing other businesses that serve local consumers will see their market getting thinner while those servicing the smarter farms and processors will need to buy new equipment and find workers with the skills to operate it.

    This isn’t a new phenomenon, it describes what’s happened to rural communities around the developed world as farming became industrialised through the Twentieth Century and the process is continuing as combines become self driving and automation replaces a lot of tasks currently done by labourers or manually operated machines.

    Challenging the commuter belt

    The question though is not just for rural enterprises, it applies for businesses everywhere as the workforce changes. It may well be the areas affected the most are commuter belt suburbs where white collar workers are displaced by artificial intelligence and algorithms creating problems for the local economy that’s based on services the needs of those middle class households.

    It’s difficult to say for sure and that’s why the CEDA measures are based upon probability. For business owners and managers though, they’ll need to watch shifts in their marketplaces closely and watch for the opportunities that will undoubtedly arise from a changing economy.

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  • Building a future proofed business

    Building a future proofed business

    A few weeks ago the source of all wisdom for micro-businesses, Flying Solo, and I did a webinar on Future Proofing Your Business.

    During the presentation we looked at the big trends that will affect business over the next decade with a focus on some of the demographic, economic and technological changes that are happening today.

    The technologies are evolving rapidly and some of those we focused on as being business changing are the driverless car, automation, robotics, the internet of things and cloud computing.

    As with all good presentations we took as many audience questions as possible and the feedback was particularly pointed on one topic, “given the degree of automation, where do the jobs come from?”

    Finding the jobs of the future

    While to some it might be surprising to hear this from a business audience, it’s very much a valid question given most of the solo operators tuned in are in consulting type roles that will probably be eliminated or affected by algorithms or robotics, if not outsourcing through o-desk, Airtasker or similar services.

    Exactly what will be the jobs of the future is a difficult question to answer as predicting what tomorrow will look like is a fraught task, predicting in 1990 that web designers and online analytics would be a growth field ten years later is a good example.

    A changing economy

    What we can be sure of though is that business and employment does change and evolve around technological advances. The third slide of the presentation shows Sydney’s Circular Quay in the 1920s.

    The economy though was still predominantly farm based, in Australia around a quarter of the workforce were in agriculture – in the US 27% of the population were farmers – in both countries today it’s below three percent.

    All of those displaced eventually found jobs, although the transition costs were great as John Steinbeck documented in the Grapes of Wrath.

    Free your mind and the rest will follow

    So the key to future proofing your business lies in not being one of Steinbeck’s Oakies and that requires a mental shift, we need to be data literate and deploy the tools that mean our companies are more responsive to changing markets.

    One of the keys to business survival in a changing world is to use the right tools, particularly cloud computing services some of which I’ve listed below.

    We only touched on a small number of ways that the world is changing, for instance the image illustrating this post is Microsoft’s Holo Lens and we haven’t mentioned Virtual Reality at all. The key is to keep an open and flexible mind.

    Office applications

    One of the biggest costs for business is the software for writing letters and working on spreadsheet. There’s free and paid for services that you can use on the cloud that cut your costs and increase your office productivity.

    Google Docs
    Evernote
    Zoho Docs

    Website platforms

    There’s plenty of free, or cheap, tools to get your name out on the web. Don’t forget to register you business name’s domain though.

    WordPress
    Blogger
    Wix

    Design software

    In a crowded world good design matters, Canva is a good quick way to get a good looking logo and graphics for your business.

    Canva

    Accounting services

    One of the greatest challenges for small business is doing their books and accounting software is a must have for every commercial operation. Online services reduce costs and increase flexibility for businesses of all sizes.

    Saasu
    Xero
    MYOB Business Essentials

    Customer Relationship Management

    CRM software helps you monitor and understand who your customers are and what you’re doing for them.

    Salesforce
    Sugar CRM

    Backups

    Backing up is critical for your business. Having an online automated backup helps you ensure essential data is safe.

    Carbonite

    Shared storage

    Sharing files with others helps your business be more efficient as teams can get work done without using the same computer.

    Dropbox
    Box.net

    Communications

    Voice over IP, or VoIP, is a massive cost saver and most of them are cloud services.

    Skype
    MyNetFone

    Project management

    Running and managing projects is a complex task made much easier with a good project management program to keep track of tasks and time.

    Basecamp
    Zoho Projects

    Outsourcing

    Cloud computing and online services are making outsourcing possible for small businesses. With a browser and a credit card, you too can be in the outsourcing business.

    Upwork (formerly O-Desk
    Freelancer

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  • Local gets left behind by social and mobile in SoLoMo

    Local gets left behind by social and mobile in SoLoMo

    One of the tech buzzwords, or acronyms, a few years back was SoLoMo – Social Local Mobile. In reviewing the slides for the Future Proofing Your Business presentation next week, the term came up in one of the notes.

    It’s interesting look at the fates of the three different concepts over the past few years; mobile has boomed and redefined computing and social has become big business with Facebook growing into a hundred billion dollar company.

    Local though has struggled with Google, Facebook and a host of smaller and newer startups struggling while the Yellow Pages franchise dies. Despite the power of maps and geolocation, local just isn’t doing as well as the other two.

    This could be down to the difficulty in harvesting the massive amounts of disparate data available to any service trying to draw an accurate picture of what’s in the neighbourhood.

    Google Places tried to standardise that information for local businesses but the complexity of the service and its opaque, arbitrary rules meant adoption has been slow and merchants are reluctant to update details in case they fall foul of the rules.

    Local services’ failure to take off has also had a consequence for the media as its in hyperlocal services that publishers have possibly their best opportunity to rebuild their fortunes.

    That failure to properly harness mobile has also hurt merchants as many local operations are struggling to find useful places to advertise given Google Adwords and Facebook can be extremely expensive places to advertise.

    So the mobile space is still ripe for a smart entrepreneur – a new Google or Facebook – to dominate.

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  • Happy mobile new year

    Happy mobile new year

    It’s a bit late in the month for New Year’s resolutions but with the work year now fully underway it’s not too late to do a quick health check of your company’s mobile presence.

    Two years ago we passed the point where smartphone sales overtook those of personal computers and increasingly customers are expecting not only to find a business on their phone but also be able to read the company’s website on a mobile.

    So the new years resolutions are simple; look at your company’s website on some smartphones and check the listings in Facebook and Google My Business are correct.

    The Facebook and Google listings are simple and if it turns out they are out of date or wrong can be quickly and easily fixed. These are probably two of the most cost effective marketing things you can do for your business.

    Should the website look dreadful on a smartphone then things are bit trickier and you may have to contact your web designer to enable a responsive function on your site. Responsive design detects the device a visitor is using and adapts to suit. Some older sites and platforms don’t support this and if that’s the case you need to start planning and budgeting for a redesign immediately.

    If the site is based on modern platforms like WordPress or Drupal there are plugins that will do most of the work automatically while services such as Blogger and Wix have responsive features built in, although you may have to tweak the site’s template to give prominence to important information on a smaller screen.

    That important information includes contact details, address, opening hours and a concise description of your business, the quicker customers can find these, the more likely you’ll win them. If you’re in hospitality then linking your location to Google Maps will help guests find you.

    While these three tasks are simple things, and by no means a full digital strategy, they are probably the quickest, easiest and cheapest things you can do to get in front of customers in an increasingly demanding and crowded market that expects to find you on their smartphones.

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