by Iris Dorbian. As a longtime marketing strategist and founder of Venture Drive Consulting, Mark Kotzer has amassed over 20 years working with what he terms “scrappy entrepreneurs.” From helping small business owners craft a vision and business model, to product launches and sales development, the Seattle-based Kotzer—whose clients have included Microsoft and Weyerhaeuser—has carved a niche for himself as a go-to-resource for companies seeking to advance to the next stage. Recently,...

By Reed Richardson. The following is Part I of our two-part series on entrepreneurial elevator pitches. Here, we examine the reasons why every small business owner should master an elevator pitch as well as offer tips on how to build one for maximum impact. Part II of this series focuses more specifically on tailoring your elevator pitch to an investor or venture capital audience. If you only had one minute, could you effectively explain what your small business does to a complete...

Before launching a public relations campaign, or even sending out a single press release, there is a step small businesses need to take. You should determine your company’s story and the tone and language that you are going to use to communicate it. In other words, you need to develop strategic messages. Strategic messages are a set of statements about your company that address the needs and problems of your customer base, highlight your company’s strengths and differentiate your company...

What makes your small business valuable to your customers? by Max Berry. These may not be economic boom times, but that doesn’t mean you can’t still attract new customers to your small business. The trick is in knowing which customers to go after. Here are some tips for identifying—and attracting—the right customers for your small business. Socialize For Success If you want to attract the right customers, you must first be explicit about who you are. “Our personality is reflected in...

As a small business, you can think of endless reasons that you don’t need to worry about branding. You may tell yourself: “Branding isn’t necessary for small businesses.” “I’m too busy.” “I can’t afford it.” You tell yourself these things, and yet you still feel a little uneasy. You know that your business needs an identity. So what do you do? First, it’s important to understand what branding is and is not. Branding is not a logo. Branding encompasses much more than a symbol, name or...

By Rieva Lesonsky There's a good reason why social media is the hottest buzzword on every business owner's lips these days. For smart small business owners, using social media correctly is a great way to build your business-without investing anything but your time and effort. That's good news at a time when we're all trying to tighten our belts and increase our sales. Here's a quick rundown of the top social media tools out there today and how to use them in your business. LinkedIn...

by PR_Boston Business owners large and small are looking for ways to cut expenses. So the question arises: Do I need PR? Here are a few reasons why you should say yes and feel good about the expense. PR is a cost effective alternative to advertising. Even though web ads can cost 25% of those in old-line media, advertising is expensive. And, there are so many ads you have to wonder which ones really stick. People are exposed to thousands of messages everyday: in the supermarket line, at the...