A New Series on Business Startups — Part 8

If you’re looking for new business ideas, you can receive a useful free email service from lateral thinking guru, Edward de Bono, and Robert Heller, a best-selling business writer.

The emphasis is on small ideas leading to bigger ideas. Get the small ones right and much else follows.

When pursued, these new ideas may not turn out to be at all valuable: nevertheless, they are new directions. The habit of seeking for small ideas can develop just this confidence. There is no fundamental difference in the mental processes involved in small ideas from those involved in major ideas. Therefore, as you build up confidence in your ability to direct creative effort at small ideas, so you build up the confidence needed for big ideas.

To find out more, go to the website.

If a venture capitalist offers you a certain sum of money in exchange for a shareholding in your startup, what are the rules governing these deals and how much of your business should you part with?

Paul Graham has done a pretty good analysis of this perennial teaser for new business owners. The answer apparently is :

1/(1 - n)

Whenever you’re trading stock in your company for anything … the test for whether to do it is the same. You should give up n percent of your company if what you trade it for improves your average outcome enough that the (100 - n) percent you have left is worth more than the whole company was before. For example, if an investor wants to buy half your company, how much does that investment have to improve your average outcome for you to break even? Obviously it has to double: if you trade half your company for something that more than doubles the company’s average outcome, you’re net ahead. You have half as big a share of something worth more than twice as much. In the general case, if n is the fraction of the company you’re giving up, the deal is a good one if it makes the company worth more than 1/(1 - n).

If you were in this scenario, you would already have gone through a lot of hoops to get there. You should bear in mind from the outset that a VC company like Sequoia gets about 6000 business plans a year and funds around 20 of them.

Face it, you’re going to have to be good to get the cash, so you are entitled to drive a hard bargain. According to Graham, Sequoia will allow you to do so.

Read Paul Graham’s account of VC funding options in full.

It’s reported that few small business owners turn to the internet to find contacts or for networking.

Social networking sites, such as Facebook and LinkedIn, have little attraction for the business bosses.

New research from Barclays Local Business indicates that 60 percent prefer traditional network events when looking for support and advice. Only 8 percent consider going online to discuss their business.

John Davis, Business Marketing Director of the Barclays outfit, says, “Many small businesses are sole traders and organized events allow you to meet others and discuss issues face to face, something a chat room will never do.”

Small Business Booster wonders, though, whether putting effort into the business itself might not be a more productive exercise?

A New Series on Business Startups — Part 7

As well as considering how to start a business in various parts of the world, we will also be inserting in this series ideas for unusual businesses that you may not have thought of. For example, what about a business that runs itself with little input from yourself? Impossible? No, not on the internet.

How to create that online money-spinner that works automatically, even when you sleep, is a question often asked. One solution — rather an oldish one — is affiliate marketing.

Essentially, this is signing up as an affiliate with websites selling products or services off the sites. When anyone clicks over from your site, a “cookie” (a little scrap of software identifying you) registers on their site and persists for a set number of days, often 30. Anytime they go back and buy something within that period, you will be entitled to a percentage of the price paid. This may vary from 4 percent on the Amazon Associates scheme, to a bumper 50pc for selling an eproduct, like an ebook or ecourse.

Quite often you’ll find an “Affiliates” link in the footer on retail and other websites. An alternative is to use a mass affiliation scheme like Commission Junction or Tradedoubler, where you can choose from a large range of schemes from crafts to credit cards.

So long as the product or service matches the subject of your site, you should be able to make a start.

Many of the early Internet marketers started out on affiliate schemes. Some became millionaires quite quickly, by first making a success of what they did, then selling their own ebooks on how they did it.

The secret is to presell the product on your site before the client clicks through to the seller’s site. That way they are much more inclined to buy.

From there, it’s a numbers game. The more traffic your site generates, the more likely you are to get sales. That early lesson made serious affiliate marketers become experts in SEO — search-engine optimization — whereby the site figures prominently in Google and other search results for certain keywords.

An understanding of the keywords searched for for each product is also necessary to do well from this process. There are keyword aids available free on the net.

Affiliate marketing can be tough if you go about it the wrong way. But with hard work and a shrewd eye for a chance, you could do very well at it.

SEO
People make whole careers out of advising on how to get websites to feature prominently on search engines such as Google. The process is called search engine optimization, but it doesn’t need to be complicated.

Duncan Jennings started his first website when he was 17. At 24, now owns www.econversions.com. He says :

“All websites want to appear at the top of the list when someone searches on Google. In response to a search, Google will take all the websites that are relevant and rank them according to the number and quality of other sites that have linked to them. If you can get links to your site on lots of others, you will be ranked higher and you will get more traffic. It builds from there.”

If you want a business that costs next to nothing and will run itself once you put it in place, affiliate marketing is a good one to consider.

You can also combine it with onsite advertising, like Google’s Adsense, to add value to your site’s content.