How to Make a Small Business Seem Bigger

By Carleigh Lowe Monday, April 11, 2011

You know what they always say...fake it 'till you make it! This New York Times article "A Small Business Made to Seem Bigger" offers some unique and helpful tools and resources for small businesses. Below is an excerpt:

People who run a business alone often want it to appear bigger than it really is — as if it has teams of employees and unlimited resources. This is now more possible than ever thanks to some tools that so-called solopreneurs and other small businesses have at their disposal, giving them the reach and capabilities of far bigger companies.

Last year, Logan Hale, founder of YourLittleFilm, which is based in suburban Los Angeles and creates custom short films, was a sponsor of the children’s dance tour Baby Loves Disco, staffing a booth at a series of Southern California events. The promotion was so successful that he wound up with 400 leads, and a problem. “I don’t have time for that kind of follow-up,” he said. Instead, Mr. Hale used Batchbook, customer relationship management software for small business. Although he had to enter the leads, Batchbook integrated with MailChimp, a Web-based e-mail marketing platform that automatically generated and sent a follow-up e-mail to every lead. Batchbook then kept track of the responses. “I had a 10 percent response rate, which is great for e-mail,” said Mr. Hale. “From those, I’ve already had six jobs.”

Although technology like that can be a game-changer, David S. Garland, a business owner who is author of Smarter, Faster, Cheaper (Wiley, 2010), cautions it can also become overwhelming. Tools, he said, should be “simple, functional and really help the business.” Here are some of the tools and strategies he, Mr. Hale and others use to emulate — and compete against — much bigger companies.

 

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