Be Smart - Learn From Your Business Mistakes

We all make mistakes in business. The important issue is that we learn from them and apply the lessons in both our online and off-line business activities. One of my most costly mistakes happened about twelve years ago in the off-line business world. However, the lessons I learnt are just as applicable online as they are off-line.

Having established a small mail order business part-time, I decided to expand the business using direct mail techniques. I had read all the books and attended a course and it seemed like the best approach to achieve my goals. After approaching various mailing list providers, I decided I had found the perfect list to reach my target market.

Pricing was obtained from the list owner and he was happy to provide me with small quantities of names initially so that I could test his list. These tests were successful enough for me to decide to undertake two large mail campaigns one after the other. I was very confident that I would be receiving countless orders and soon leaving my full-time job.

Disaster struck with the first mailing and the second mailing was too far progressed to stop. The initial sign was a significant increase in the dead letter rate. Then the quantity of orders was less than half what I expected. The second mailing had similar results. I was significantly out of pocket and I had to stay in my full-time job to repay the debts I had created.

Shortly thereafter, I began to read reports that the list owner was being investigated for fraud and other criminal charges. All in all, a sorry state of affairs.

The key lessons I learnt from this experience were:

a) Always check the integrity of who you are doing business with - especially if you have not had previous dealings with them.

b) Never assume that limited test results will be duplicated in larger scale tests.

c) Never over-commit to promotional activity - it is better to grow slower than to lose your hard earned money.

d) The stated size and quality of a mailing list should be regarded with caution.

e) Ensure you have sufficient profit margin in your product to be able to survive should your response be very poor - especially in direct marketing activities.

Today, the lessons I learnt are applied to my online business activities in the following ways.

Solo mailings to lists of newsletter subscribers are done with caution. Some list owners will inflate their subscriber numbers to encourage advertisers to use their services. The first thing I do is subscribe to the newsletter to see the quality of content and what others are advertising via solo ads.

Then I run a classified ad in the newsletter to test the responsiveness of the subscribers. This also gives me an indication of whether the stated size of the list is true or not. I have had better response from a list of 20,000 than what I received from a list of over 200,000. Many factors can influence such a result.

While you should receive a far better response from solo ads than classified ads, it still pays to test wherever you can. If a classified ad in the newsletter did not result in responses, I would not advertise using the solo ads. However, I might test a few different classified ads to see if the initial results were correct before moving on to other possibilities.

It is worthwhile to "do the numbers" before spending on advertising. While many marketing experts talk about the 'lifetime value of a customer' concept, those whose business activities centre on promoting the products of affiliate programs should regard this with caution. Instead, determine how many must be sold so that the commission you receive will cover the cost of your advertising.

The higher the percentage response to your offer you need to cover your advertising cost, the greater the chance you will make a loss. Do not rely on industry statistics or averages to make your decisions. Keep careful records of your activities so you know what works, what is to be avoided and what to expect from future promotional activities.

Finally, exercise caution when considering safe-lists and any type of email address lists that can be purchased. My experience is that there are NO truly safe-lists available other than having your own opt-in list. Any form of bulk email to people who have not agreed to receive your message will damage your business reputation and your prospects of making a decent living on the Internet.

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Information About Incorporating Online

This article is intended for those business persons that wish to incorporate online. In this article you will find information that the author feels is most important to keep in mind while incorporating your new business, including a short glossary of corporate terms, an overview of the incorporation process, and a couple warnings that one should be aware of.

Summarized glossary of terms:

Annual Report:
This is a report that lists the directors and officers of a corporation. It is required to be filed with the division of corporations every year so as to maintain the corporation's "good standing" status. This Report may either be mailed or completed online.

Corporation:
A corporation is a legal business entity that is established for a company with perpetual duration. The corporation is allowed to borrow money and to enter into contracts that are separate and independent of its owners (stockholders). Owners receive profits and elect the directors who run the company through officers that conduct the day-to-day activities. Owners are protected by a "corporate veil" which prevents debts against the company from being held against the owners.

Good Standing:
This term describes a company that has performed certain required tasks, including: filing all necessary reports and documents, having a registered agent (a.k.a. resident agent) and being current in terms of all penalties and fees owed to the state.

Limited Liability Company (LLC):
An L.L.C. is a type of entity that is owned by members, operated by managers and run by an L.L.C. operating agreement. The LLC has the status of a Pass-Through Tax Entity and defaults to a partnership. It is especially suitable for holding investment assets like real estate.

Operating Agreement:
This is a partnership agreement that establishes the rules and regulations of an LLC (Limited Liability Company). The operating agreement is similar to the bylaws of a corporation, but also includes some provisions that are found in Shareholder Agreements.

Registered Agent:
This is the person designated to receive a company's Series of Process on behalf of a company. The registered agent must be located and available at their provided address (in that state of business). A registered agent is required if a company is to remain in existence.

Overview of the incorporation process:

There are three basic steps to incorporating online:

1. Get the info. This is possible the greatest skill a business person can acquire - getting the information he or she needs. Using search engines such as Google or Yahoo is a great first step in this process, and can be further helped by combining that information with information obtained from reliable sources - government officials, registered agents (un-biased ones), and from others. Only after all of the information is obtained, is the next step possible.

2. Make the corporate decisions for the future - Once you have the information, you can decide what type of formation is best - an L.L.C., a corporation, a partnership, etc. You can also then pick the state that best suits your tax and other needs. If you don't feel you can make all of these decisions yet, perhaps you should think about going back to step 1.

3. Make the corporate decisions for the present - Much like step 2, in step 3 you must make some decisions based on the information you gathered. Unlike the all-important step 2, however, step 3 involves picking the agent and package that are the best for your budget. Now here's the key - the one that is best for your budget is not necessarily the cheapest package. In fact, it is usually one of the expensive packages. The reason for this is that many packages leave out some essential, and often required, pieces of the corporate puzzle which you will have to make up for later on. Instead of going through this hassle, pick the most complete package, which will undoubtedly turn out to be the cheapest for you overall.

Warnings:

There are two warnings (or you could say two pieces of advice) that you should be aware of before you venture out into the world of incorporation.

1. Never underestimate the power of Step 1 (above). Now matter how much it is stressed, the importance of step 1 (getting the info) will always be understated. You will never be taken advantage of or make the wrong decision if you are able to get all the information you need.

2. You are the best thing for your business. Only trust yourself - everyone else will be biased in one way or another. Only you truly know what you want in a package, in an agent, in the future, etc.

With all this information now stuffed into your cranium, I will close this article and bid you farewell. Good luck on your corporate journey.

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