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Making a small business look big
| Wednesday, Jul 30 2008 1:02 PM
Last Updated: Wednesday, Jul 30 2008 1:00 PM
Your small business might be a guppy in a sea of killer whales but there are ways to at least appear to be a killer whale.
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Even if you are operating out of your garage selling insurance AND sweeping the floor, there are quite a few tools available to make you stand toe to toe with bigger companies. Technology, innovation and a bit of illusion can make even the smallest business competitive without draining precious finances.
One way a small business owner can “look big” is simply by having a professional, staffed office with appropriate infrastructure. But that can be expensive and risky, especially if you need offices in multiple cities.
After exhaustive research, Sasha Poljak, president of ValleyHQ(CQ) in Bakersfield, found that an “astounding number” – some 46,000 people(CQ) - in Kern County work from home. That plus other research prompted him to open the business in 2006 as an executive office service with a cafeteria approach – including virtual offices - for choosing services and amenities that elevate a small business in both status and competitiveness.
“When my vendors call me, it just appears more professional when someone answers the phone and when someone visits me there’s a large and open office space and meeting room,” said ValleyHQ client, Hank Mong, manager of CLM Fruits International(CQ) who works from home.
The idea of leasing executive office space isn’t new but Poljak, like similar operations in big cities, said he’s taken it to a new level. Located in an upscale Caifornia Avenue location, ValleyHQ offers full service offices, conference rooms, receptionist, administrative support, telephones, internet, servers, printers, faxes, break room, furniture and almost anything else a business might need.
Some of the services are even virtual; the client doesn’t use any office space but has a receptionist answer phones and provides other support remotely. Gone are the old days of the answering service that always sounded like it was somewhere across the world. Technology has enabled a virtual office to seem downright, well...real.
Shauna Lofy, (CQ) owner of Guerilla Design + Advertising(CQ), rents office space at ValleyHQ and uses the receptionist service, conference rooms, mailboxes, copy and break room.
“When we were first starting up, it came down to what we had enough money for. This fit our budget. We didn’t have to hire extra support staff and pay workers comp, salary and benefits. It absolutely makes us look bigger to be here. The address makes you sound fairly large and people have the preconception of you...they come to our office and it’s well appointed,” she said.
Poljak has 150(CQ) companies using his services now including law firms, marketing companies, photographers, real estate agents, oil service firms, marriage counselors and consultants.
“You want to have a high end board room. Why would you have it for more than you use it? A client will pay for those two hours and the client enjoys the fact that they have a prestigious facility,” Poljak said.
Technology is key to just about any business and tech saviness, or lack of, can really single out your business’s ability to compete. But technology can be grossly expensive.
ARRC Technology (CQ) realized this need and launched the CharTec(CQ) program six years ago, for small and large business owners, offering a complete technology management program.
Business owners allow ARRC to handle all technology service and monitoring including servers, workstations, firewalls, security, proprietary software management, tech support, back-up, internet and e-mail. Whenever a problem occurs, for example, a client’s e-mail isn’t working, the client simply calls ARRC and technicians handle the problem remotely.
ARRC’s corporate administrator and marketing director, Monique Rogers(CQ), said that kind of tech support can make a small business look very large.
“It gives you an enormous IT staff...you have people,” she said, adding that ARRC staff constantly research new products and services to enhance a business, freeing the business owner from the daunting task.
Rogers mentioned not having a web presence, not being able to be reached any time or any where, not being up to par with new software programs and having no computer at all as indications of a puny business presence.
“Technology is not a fad,” she said.
Home offices are “huge” right now Rogers said. Many local real estate agents have moved offices into their homes but are using the CharTec service for server hosting, emails and other tech services because they still have a strong need for IT help.
“They’re in a virtual office but they don’t have to tell their clients,” she said.
Low-tech services can also make a little guy look big, or at least look more professional. Mike Willis, owner of Willis Design Studios(CQ), said even small businesses should invest in a professionally produced logo.
“In the past you may have gotten away with not having one but if you’re going to compete at a high level you’ve got to look like a professional,” he said.
And there’s nothing that screams “Rinky-Dink” as much as business cards produced on perforated paper with a home printer.
“Big companies don’t use perforated cards from Office Depot,” he said.
One of the biggest and least expensive moves a small business can make is to have a professional looking web page. Willis said this is now more important than having a slick company brochure.
“Your website can look as big as you want. Nobody knows that you work out of your home. It goes a long way in professionalism,” he said.
But, he advises, make it look professional and clean and keep content updated and fresh. And content is king, he said. Don’t opt for flashy graphics, extended log-ins and goofy animations.
“There should be nothing to impede a person’s ability to find the information they’re looking for,” he said.
Once a company has a good website, Willis said a nice professional brochure is also important because it can be left at a customer’s office or mailed. There are many low-cost printing services now and he advises having a brochure professionally printed.
“Printing a brochure on a laser printer is not going to leave a good impression......not ever,” he said.
Another easy step is towards looking large is to get a fictitious business name, available by filing through the Kern County Clerk’s(CQ) office. Doing business with a professionally titled firm can be an instant status boost. And, don’t forget to add that company name and your title as a signature on your e-mails.