Small Business Center

When you’re a small business, positive word-of-mouth is critical to growth. One of the best ways to get that buzz going is through publicity.  But how do you compete with the big guys, and get publicity?  Here are the only three steps you need to get great publicity FREE:

Step 1:  Have A Great Product, Service or Business

Most small businesses think that what they sell is great. 

The Key:  To get publicity, you need to provide what the media thinks is great.

Here are some examples of what makes products interesting to the media:

• A truly new product (just launched in the last few months or about to be launched)
• Unique, breakthrough product
• Works well, tastes great, etc. (In most cases the media will test out your product if they are interested in featuring it in a story)
• Colorful packaging / visually appealing – especially important for visual media
• Product ties into trends – organic/green, political, etc.
• Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item

Here are some examples of what makes services and businesses interesting to the media:

• New service, company or book (just launched in the last few months or about to be launched)
• Unique, breakthrough service, concept or business
• Provides ways to save money
• Offers something for free
• High rate of revenue and employee growth
• Ties into trends

Step 2:  Approach The Right Media Contact With A Great Pitch

You should only approach media that cover your type of product or business.  This means that you’ll need to read, listen to or view these media outlets prior to pitching them.

Once you determine that your business or product is a good fit for their editorial coverage, you need to find the right contact.  You can do this in several ways:

• Call up the media outlet and ask who the person is who covers your area
• Look at the print masthead or producer credits
• Search online 
• Buy a list – you can find these online

Then you need to pitch the contact. Include why your product or service is a great fit for that media outlet, as well as a product or service description.  Don’t forget to include your contact information.

You can pitch via phone or email.  Here, you can see a sample pitch for a product or service business.

Step 3: Follow Up

This is the part that trips up most do-it-yourself publicists and even P.R. folks.  Once the media has expressed interest in your product or service, you must be persistent in contacting them. 

Often you’ll need to follow-up with them several times, via the phone or email, until you have gotten media coverage.

By following these steps, your chances of getting publicity are greatly increased.  And once you get publicity, you’ll see more buzz, more sales and more credibility for your business.

If you’re like a lot of small business owners I’ve talked to since we rang in 2010, you probably sympathize with this statement: “Enough with the doom and gloom already. I don’t want to know how awful the economy is, I want to know how to make a profit anyway!”

A couple of weeks ago, our very own Anita Campbell tackled that issue with an Intuit Community webinar titled, “Make 2010 Your Most Profitable Year Ever.” Joining her for the webinar was expert Andy Birol of Birol Growth Consulting.

In spite of a few technical difficulties early on, it was another of Anita’s information-packed sessions with a mountain of actionable take-aways for small business owners, sponsored by Intuit.

Anita started the webinar with a couple of poll questions, which elicited the information that a surprisingly high 71% of participants didn’t know what their customer acquisition costs are. From the second question, we learned that most business owners either know who their most profitable customers are (50%) or they have a general sense but aren’t 100% sure (43%).

Birol used the poll results to launch into a discussion of how to analyze your customers in order to maximize profits.

TIP: If your most profitable customers are increasing their purchases, keep them happy and find more like them by asking for referrals. If their sales are low/flat, enhance your products and services to generate more sales from them.

TIP: If your low profit customers are increasing their purchases from you, reprice your products or services to more accurately reflect the costs of serving them or selling to them. If sales to these customers are low or flat, reduce or rethink your costs for serving or selling to them and how those costs can be reduced so that these folks become more profitable.

TIP: Fire customers that earn no profit (break even) or cost you money.

Profitable growth does not necessarily come from expanding your customer base. Instead, growing profitably — that is, making a profit while your business grows — comes from selling more to the customers you already have.

The underlying theme in all this, which might better have been introduced first, is that it costs less to sell more to existing customers than it does to sell more by acquiring new customers.

Your current customers already know and trust you. That gives you the chance to establish your expertise and experience, which will differentiate you from your competitors.

TIP: Differentiation gives you a stronger brand and more pricing power, so work to establish that expertise and experience in the minds of the marketplace.

On the subject of pricing, which often gives small business owners the willies, here is a terrifically quotable quote from Andy:

“Price, for me, is the single most important demonstration of self-confidence that a business owner can have.”

And finally, profitable growth comes from being willing to take what you make or do and re-package it for new sales or distribution channels.

In short, the general way to grow your business profitably (even during this recession) is to focus on your existing customers, sell your expertise and the wonderful experience of working with you, beyond just your product or service; and packaging your offerings for sale in multiple channels.

And, just for fun, there was a list of 45 ways you can improve your profitability in 2010:

Increase Prices

1. Raise prices
2. Eliminate discounts (or lower discount %)
3. Services: define scope and fight scope creep*
4. Push higher priced products, weed out low profit products
5. Use marketing to convey your differentiation and value

Increase sales and customer retention

6. Improve customer retention through better customer services, better communications, increased value-add
7. Cross-sell additional products or services
8. Upsell to higher priced, higher value products
9. Serve your most profitable customers well
10. leverage additional sales and distribution channels
11. Add self-paying sales like commissioned sales reps, PPC ads, affiliate program

Invoice!

12. Invoice promptly
13. Make sure invoices are complete and accurate
14. Use technology and automation to tighten invoicing and collection processes

Improve productivity

15. Reduce waste through controls
16. Train employees
17. Automate routine tasks
18. Upgrade inefficient equipment and software
19. Supplement tracking systems and analytics (a.la. Google) and “manage to your metrics”
20. Ask employees for cost-saving suggestions.

Reduce fixed costs

21. Find smaller offices; sublet; move
22. Employ part-time staff in place of full-time
23. Subcontract to independent contractors
24. Do preventative maintenance
25. Reduce staff if necessary
26. Change sales compensation to more commission, less guaranteed base

Reduce variable costs

27. Negotiate better deals with suppliers
28. Find less expensive suppliers
29. Take advantage of advance purchase discounts
30. Find cheaper materials and supplies (assuming quality is still there)
31. Hold online meetings instead of traveling
32. Create self-serve resources for customer service
33. If it’s not essential, eliminate

Manage capital wisely

34. Keep your books up to date, and review P&L versus budget forecasts regularly
35. Know your key indicators: DSO; customer acquisition cost; gross profit margin
36. Offer advance payment discounts
37. Put slow payers on “watch list”
38. Collect past due invoices quickly and personally
39. Don’t overinvest in inventory
40. Insist on shopping for alternatives
41. Negotiate for as much time as possible to pay your creditors (e.g., 30 – 45 day terms)
42. Make loan and credit card payments on time, to avoid extra interest and penalties

Be tax smart

43. Keep good up-to-date records to take advantage of all deductions
44. Actively engage in tax planning
45. Follow your tax calendar scrupulously to avoid unnecessary penalties, interest, and attorney and tax advisor fees

Or you can download the checklist here in a handy printable document (a PDF).

If you’d like to watch the webinar event you can check it out at, “Make 2010 Your Most Profitable Year Ever.”

Editor’s note: Please check out the rest of the webinars in this series, here:

2010 Small Business Trends & Opportunities with Anita Campbell

Integrate Social Media into Traditional CRM with Brent Leary

What is Social CRM and How It Can Help You Get More Customers with Brent Leary

How to Get More From Your Blog & Blogging with John Jantsch

10 Tips for Business Class Web Sites with Ramon Ray

Recently I blogged about President Obama’s proposal to help community banks lend more money to entrepreneurs. For many small business owners in the Great Recession, community banks have been a lifeline.

But that lifeline could be about to snap. The Congressional Oversight Panel, which monitors the financial bailout, just released a report on the state of commercial real estate lending—and the news is not good.

“There’s been an enormous bubble in commercial real estate, and it has to come down,” panel chair Elizabeth Warren told the Washington Post. “A mortgage crisis like the one that has devastated homeowners is enveloping the nation’s office and retail buildings,” the Post reports. The fallout will hit community banks hard.

In general, large, community banks haven’t been hurt by the residential real estate crisis. But community banks issued higher proportions of commercial mortgages than did the big banks. Some 3,000 community banks have disproportionate amounts of commercial loans relative to their assets, according to the oversight panel’s report. And, as Warren says, “Every dollar [community banks] lose in commercial real estate is a dollar they can’t use for small businesses.”

Commercial real estate mortgages have shorter terms than standard residential mortgages; according to the report, some $1.4 trillion in commercial real estate debt will come due in the next three years. And Warren says, half of all commercial real estate mortgages will be underwater by 2011.

Areas most at risk? South Florida, metropolitan New York and Washington, DC, lead the nation in the per capita value of commercial real estate currently in foreclosure, default or delinquency, according to research group Real Capital Analytics.

Responding to the problems many borrowers are already having refinancing commercial mortgages. President Obama has proposed expanding the SBA’s 504 loan program to temporarily support refinancing for owner-occupied commercial real estate loans. Currently, these loans cannot be used to refinance maturing debt.

The full report from the Congressional Oversight Panel is interesting reading.

Did you know that the Small Business Administration offers small business owners an online forum to share information and experiences with other business owners and subject matter experts alike?

Business.gov, which has long operated as the government’s official website for small business, not only brings together resources from across government to help small businesses start-up, operate and grow, it also operates an online Community (with more than 8,000 members) that enables business owners to interact directly with government and industry professionals, while sharing information about starting and running a successful business with each other!

The Community provides a forum for you to connect with other business owners for advice, camaraderie, and even potential partnerships.

Each month we hope to bring you a round-up of what small business owners are talking about in the Community, what our experts have to say, and answers to common questions.  We’re kicking off this month with tax season tips and resources!

Tax Season is Here – Get Answers to Common Small Business Tax Questions

No one says that doing your taxes is easy, but a little preparation and planning can make the process less painful. Here are some essential resources and tips from the Business.gov community of small business experts to help you get your arms around your business tax preparation and avoid common pitfalls.

New Tax Laws for the 2009 Filing Season

As you prepare to file your small business tax return, you’ll need to be aware of several new tax laws that went into effect in 2009. Read “Before you File your 2009 Tax Return – Take Note of Major Tax Changes that Apply this Year!”.

Business Income Tax Filing Tips

Small business owners have many questions about filing taxes, but here are answers that address some of the more common areas of confusion:

• A Primer in Taxable Business Income – When filing your business income taxes, you must report all income – not just income from the sale of goods, services, or property. Check out this easy-to-read guide on what is taxable income and what is not.
• Cash vs. Accrual Accounting for Taxable Income and Expenses – Are you filing your taxes and are confused about how to record your business income and expenses? Read on to learn which cash vs. accrual accounting method can work better for your small business.
• An Intro to LLC Tax Law – Whether you are newly registered LLC or have been established for some time, this 101 in LLC Tax Law can help you navigate the constantly changing tax laws that apply to your business structure.

Tax Deductions and Expenses

Tax deductions are tricky to navigate and the laws that govern them are often misinterpreted. Get the facts with these quick reference articles:

• Home-Based Business Deductions – Run your business out of your home? 52 percent of small business owners do.  Read “Do you Run Your Business Out of Your Home? You May Qualify for a Tax Deduction” to get the lowdown on whether you qualify for this deduction. And get tips on how to file for this deduction in “How to Claim the Tax Deduction for Business Use of Your Home”.
• Personal Vehicle Deductions – Another important deduction to understand is how to claim a deduction for business-related use of your personal vehicle. Read “Using Your Personal Vehicle for Business Purposes – Tax Deductions, Insurance and the Like!” to help you understand how the deduction works.
• Charitable Donations – The IRS enforces strict tax laws around charitable giving, read “Charitable Giving and the Tax Benefits for Small Businesses” to understand what you can and can’t deduct.

Avoiding Tax Audits

When Avoiding a Tax Audit – the Best Offense is a Good Defense – Though fewer than 1% of taxpayers are selected for a tax audit, business filings that report year-after-year losses, large charitable contributions, or claim large tax deductions may raise red flags for the IRS. Here is some guidance to file your tax return in a way that minimizes your chances of getting audited.

Additional Resources

Visit the Small Business Tax Center on Business.gov. This one-stop shop portal helps business owners stay abreast of tax requirements, tax changes and a whole range of tax tips to help you prepare for the year ahead.

If you have tax questions or tips you want to share with other small business owners, post them on the Business.gov Filing and Paying Taxes Discussion Board.

It’s time for another addition of our small business news roundup here at Small Business Trends. We hope you find these roundups useful and will visit some of the stories we’ve recommended being sure to let them know where you heard about their post or article.

Marketing

Is the idea of viral marketing a bit too contagious? Viral marketing may not be good for every business so keep in mind it’s a means not an end. Right Ideas/Bright Ideas

Getting personal with your marketing strategy. With all the buzz words out there in the marketing world, sometimes the best advice comes down to a very simple idea. Five Forces Group

It’s not just about the clicks. A look at how to improve sales through more focused online marketing campaigns. Web.com

Operations

Why should your customers trust you? The answer may have to do with how you operate your business everyday. Flying Pig Communications

Forbes puts small business owners on the couch. Another report looks at the mental outlook of the small business community. morebusiness.com

How to get more business. Some thoughts on bringing the new customers you need to you. Unique Insights

Startup

Date your business before you marry it. How can you be sure the business you’re planning is the right one for you? Open Forum Innovation

Is your business making Google nervous? How to create a startup that sells to the big boys for millions. The Huffington Post

You don’t need to go to heaven to meet an angel. How to find these special investors and what they can do to help your business. Youngentrepreneur.com

Policy

For solopreneurs, health care may be getting even more expensive. Health care reform may shift a disproportionately large burden onto the shoulders of the already struggling self-employed. National Association for the Self-Employed

Can risk really be managed? The recent meltdown contains lessons about economic uncertainty, but what can it teach business leaders for the future? The Economist

Why bigger is not always better. Finally government reformers may discover what small business owners and their customers have always known. Huffington Post

Tech

New tools allow a more customized approach to sales. Wouldn’t it be great if visitors could buy from you even after they’ve left your site? smallbiztechnology.com

How to make cool side-by-side interviews for your Website. A warning to PC users: This tutorial is for Mac’s. The Rise to The Top

Contests

Sugartone Sweet Business Blogging Contest. Two of the Net’s fastest growing small business communities join forces to promote great business blogging online with some really cool prizes. Bloggertone

Movies have a big impact on our everyday life. There is no denying that even with DVRs where we can record everything on cable television, we still take a lot of time to watch movies. The 2009 movie “Avatar” now has become the highest grossing film in history — by a wide margin.

In fact, technology has increased our appetite to watch to entertain ourselves since we can now watch not only on television, but computers and smartphones.

There’s no reason to feel guilty about watching a movie, thinking you should be working instead.

Relax! You can actually learn about business by watching movies!

I asked a few small business leaders what were their favorite movie quotes of all time and then I thought about what I learned from that movie. Grab your popcorn and take a look at what they shared:

NO EXCUSES!

Movie:  Goodfellas. “Business is bad? F-you, pay me.  Oh, you had a fire? F-you, pay me.  Place got hit by lightning, huh?  F-you, pay me.” (From Bob London)

• Lesson: If you are part of the organization, there are no excuses for results. It is also an incentive to keep your company overhead low so you have cash to pay for what you really need.

FOCUS FIRST, GROW LATER!

Movie: Jerry Maguire: Remember the Mission Statement? “We are losing our battle with all that is personal and real about our business. Every day I can look at a list of phone calls only partially returned. Driving home, I think of what was not accomplished, instead of what was accomplished.”

• Lesson: Fewer clients, more personal attention makes for a better business. Growth for growth’s sake is a bad business strategy.

STAND UP FOR YOUR BUSINESS!

Movie: Road House: “Be nice.  Be nice until it is time to not be nice.”  (From Prasann Thakrar)

• Lesson: Being nice in business does not always get the results you want. Many times, we need to press our point.

RISE TO THE OCCASION

Movie: Mr. Magorium’s Wonder Emporium: “Your life is an occasion. Rise to it.” (From by Phillip Zannini – @PhillyMac)

• Lesson: We need to remember that we are responsible for our own success. Never look for that one magic bullet in business or for someone to save you because no one is coming. The magic comes from the hard work you give to your business.

EVERYONE NEEDS TO BE ABLE TO SELL

Movie: Glengarry Glen Ross “Good leads are for closers”.  (From Vicki Donlan)

• Lesson: You need to know what to do with a lead if you are going to close a sale. There is no substitution for being able to sell. We all need to learn and have skilled sales people on our team.

GET TOUGH — DON’T COMPLAIN!

Movie: A League of Their Own: “There is no crying in Baseball”.  (From Scratch at Boston Baby Dolls).

• Lesson: No matter how bad it gets, long term, crying does not help us in business.

From the same movie “Of course this is ‘hard’:

• Lesson: People always tell me that their business is especially hard. Guess what, every business is hard.

RELATIONSHIPS ARE POWERFUL

Movie: Hustle & Flow – You’re in charge of your business and the power of marketing relationships.  (From Elizabeth W. Wilson)

• Lesson: No matter where you come from, you can become successful.

DON’T LET ANYONE TELL YOU WHAT YOU CAN’T DO

Movie: Legally Blonde: Elle uses what she has to achieve her goals. (Submitted by Phillip Zannini)

• Lesson: We all need to make it work from where we are right now

LEAD BY EXAMPLE

Movie: It’s a Wonderful Life:  The movie shows the principles of leadership. George Bailey puts his customers, employee and family interests first by taking responsibility.  (From Stephen Antisdel of Precept Partners)

• Lesson: If more financial institutions has operated this way maybe the “Great Recession” would have been avoided.

LOVE YOUR LIFE

My favorite movie quotes are from the movie, Jerry Maguire, as said by Jerry’s mentor, Dickie Fox:

”Hey, I don’t have all the answers. In life, to be honest, I failed as much as I have succeeded. But I love my wife. I love my life. And I wish you my kind of success.”

Want more? Check out Kevin Coupe and Michael Sansolo, the co-author of The Big Picture: Essential Business Lessons from the Movies interview on my radio show.

What are your favorite quotes or business lessons from movies?  Share them below.

Last summer Google made SMBs owners very happy by releasing a new business dashboard for sites that claimed their Google Business Listing. The addition put actionable data and stats directly into SMB owners’ hands so they could learn about the folks visiting their site and act on the information provided. Well, now it’s FourSquare’s turn to grown up. Yesterday everyone’s favorite location-based social network revealed new plans to provide SMBs owners a free dashboard and analytics tool to give them  important stats about the people who check-in and visit their establishment.  It’s FourSquare 2.0.

According to the New York Times, the analytics features have been available in alpha for a small number of businesses for a week now. The selected businesses are able to see, in real time, who has checked in to their businesses (on a daily, weekly, 30/60/90-day or all-time basis), when they arrived, the male-to-female ratio, what times are most active for certain customers, and they get the ability to offer instant promotions. FourSquare will also offer a Staff page so that employees can interact directly with customers using the site.  It makes things significantly more interactive for business owners, which may increase a Twitter-esque adoption.

Early shots of the dashboard look like this:

And that’s just the beginning.

According to FourSquare’s Tristan Walker, the social site plans to up the information they’ll be providing. Things slated to be added include correlations between check-ins and weather to help merchants offer better rainy day incentives and the ability to tie purchase information to check-ins.

What FourSquare is really doing is taking everything up a notch. Over the past year, SMB owners have learned to use Twitter as a medium to reach out and connect with customers. We’ve used it to have real conversations, to find people talking about our brands and to encourage them to come visit our store or Web site. However, with the new analytics from FourSquare, we actually have an ability to track users and tie them to specific actions. It’s a much more interesting conversation when you can identify a former “regular”, and look at their behavior to see they haven’t been in the store for weeks.  Knowing this means you can use the Staff pages to then interact with that specific customer and give them an incentive to come back in.  It’s as much about retaining customers as it is attracting them with new deals.

And whether you’re a FourSquare user or not, yesterday’s announcement is something you should be aware of because it signals that location wars are very much upon us.

On the heels of FourSquare’s launch Twitter announced it will be turning on geolocation for tweets and Facebook will also allow users to share their location. With everyone going in the same direction, it’s probably a sign you should be paying attention. We understand social media, now what can you do to make it more locally-focused and to connect with your current customers. FourSquare is giving SMB owners a great way to look into the habits and actions of people who frequent them, and so are many of the other social networking sites. The more data you can use, the smarter decisions you can make.  Start figuring out how you can use it.

Facebook has been getting a heck of a lot of buzz lately as the social networking site continues to add value for brands and small business owners. Late last week they improved local ad opportunities for SMBs and just yesterday they announced a partnership with Eventbrite to help business owners monetize events advertised on the site. The combination helps to make Facebook an even more attractive marketing channel for SMBs to utilize.

If you didn’t catch yesterday’s announcement, Facebook has partnered with Eventbrite (instead of competing with it) to allow small business owners to sell tickets and/or register to events directly through their Facebook Event page. Previously, attendees were directed offsite in order to do so. Allowing the registration process to happen on Facebook itself should be a welcome improvement to both businesses and users.

Yesterday a page went up on facebook.eventbrite.com to announce the new feature. [The page has since been removed.]

Collect money for your event with Eventbrite

Eventbrite is partnering with Facebook to enable you to collect money for your event. Your attendees pay with credit card and Eventbrite collects the money on your behalf and sends you a check when your event is over. We charge a small service fee for every ticket sold. 5.5% + $.99c, which attendees pay, costing you nothing.

Eventbrite has helped event organizers around the world sell over 10 million tickets. We’re excited to help you sell your and put some delightful cash in your pocket.

The announcement offers SMB owners a great way to market new events and create visibility. To date, many small business owners have been utilizing the Facebook Events feature to spread word of mouth regarding physical events they were holding, product release dates, giveaways/contest, new promotions, etc. But there wasn’t a way to capture that attention directly on the site or to provide a compelling call to action to get people to register and hook them. Now that they can register directly from the site, even when money is exchanging hands, there is.

I really like the news of the integration because I think it helps to strengthen the Facebook marketing platform for SMBs by allowing them to tie in everything else they’re doing on the site. For example, with the new roll out SMBs can easily:

1. Create a Facebook Event to market something upcoming
2. Use Facebook’s highly targeted advertising platform to promote the Event to the right people.
3. Use the new Eventbrite partnership to close the conversion immediately

Facebook’s allowing SMBs owners to create a perfect storm of marketing where everything is done more powerfully and in one centralized location. Facebook advertising converts exceptionally well because of how targeted and personal the ads can be. Taking that power and combining it with increased functionality is a win for everyone.

If you’re interested in getting more acquainted with Facebook as a marketing channel, I was at SMX West last week and covered a great session about Free Ways To Market On Facebook. The speakers presented some pretty great information on how to use Facebook Groups/Fan pages, what makes stories pop in your News Feed and some of the best ways to market on the site. It may be worth a read.

Policy makers, the media, and many other people care about small business owners’ perceptions, making the monthly optimism figures put out by the National Federation of Independent Businesses (NFIB) and Discover Small Business Watch (DSBW) noticed statistics. The goal of these measures is to tell us if small business owners are becoming more or less optimistic about prospects for their businesses and the overall economy.

Because these indices get reported and discussed in the media, it’s important to recognize their strengths and weaknesses. First, the overall numbers sometimes mask big differences between groups of entrepreneurs because the surveys are given to very different business owners. Some are male, and some female; some sell products and others provide services; and some serve consumers and others serve businesses. The respondents vary in age, income, number of employees, and years in business.

If the optimism and pessimism of all of these business owners moved in lock step over time, the tendency to focus on the average of all of them wouldn’t be a big deal. Whether optimism was high or low would pretty much be the same for everyone. But when the levels of optimism of different groups don’t all move in the same way over time (they aren’t that highly correlated), then knowing the average but not what’s happening with the different groups hides important information.

I don’t have data on the Optimism Index for different groups of respondents to the NFIB survey, but I do have it for the DSBW from December 2006 through January 2010. So I can talk about those correlations.

While the optimism levels of all of groups are positively correlated, the correlations aren’t super high. For instance, the correlation between the optimism levels of the owners businesses that are one to two years old and those that are six to ten years old is only 0.44 over this time period.

Similarly, the optimism levels of business owners 18 to 29 only correlate 0.64 with those of business owners 65 and older, and optimism levels of owners making under $20,000 per year only correlate 0.66 with those making between $75,000 and $100,000. Thus something common affects the optimism of owners of different ages, those running different aged businesses, and those making different amounts of money, but different factors also drive their levels of optimism.

Second, the responses of the business owners to different questions on the surveys don’t all correlate highly. For instance, there is essentially no relationship (correlation of -0.02) between the share of business owners who say the economy is getting better and the percentage that say they have experienced temporary cash flow problems that caused them to hold off on paying some bills over the past 90 days. And the percentage of small business owners who say that the economy is getting better and the percentage that plan to increase spending on business development correlate only 0.36, while the percentage of owners who say the economy is getting better and the percentage that plan to hire correlates only 0.30 over the August 2006 through January 2010 time period.

What about the question everyone wants to know about right now: are businesses going to hire? Over the August 2006 through January 2010 time period, the share of owners planning to increase spending on business development is a better predictor than the percentage who say that overall economic conditions are improving (a correlation of 0.73 versus 0.36).

But here’s a piece of evidence that shows what a lot of people in Washington are worried about. If the data are split into two time periods – from August 2006 to June 2008 and from July 2008 through January 2010 – the correlation between the share of small business owners planning to spend more on business development and the percentage planning to hire is greater for the first period than for the second. That pattern suggests that the factors driving the spending and hiring plans are more different now than they were in the pre-financial crisis period.

What about the two optimism indices themselves? They’re pretty highly correlated. From December 2006 through January 2010, the NFIB and DSBW optimism indices correlate 0.85. Because the NFIB surveys its members (who tend to run larger businesses than the respondents to the DSBW), that level of correlation suggests that both indices are picking up general trends rather than factors affecting larger versus smaller small businesses or NFIB members versus nonmembers.

The overall measures correlate more highly than specific items. For instance, the NFIB’s measure of the percentage of small business owners who answer “better” minus the percentage that answer “worse” to the question: “About the economy in general, do you think that six months from now general business conditions will be better than they are now, about the same, or worse?” correlates only 0.40 with the percentage of respondents to the DSBW survey who answer “better” minus the percentage who answer “worse” to the question: “Generally speaking, are the economic conditions for your business getting better or worse in the next 6 months?” Unfortunately, we can’t tell whether this low correlation results from the types of businesses surveyed by the two groups or the difference between the NFIB’s focus on general conditions and the DSBW’s focus on the respondent’s business.

None of this says that there is anything wrong with these surveys. They provide us with useful information about what’s going with small business owners’ thinking on an up-to-date basis. We just need to be cautious about how we use them. We can’t assume that the patterns over time are going to be the same for both surveys, between questions on each survey, or between different groups of respondents to the surveys.

It’s time for another Small Business News roundup.  Here are the news links and blog posts that are shaking up the small business online community for March 8, 2010 hand picked by the team at Small Business Trends.

Operations

Small Business celebrates the Oscars! Hey, what small business leader has time to watch a movie? But if you happen to slip one into you’re busy schedule, here are some cool lessons you can learn, from author and speaker Barry Moltz.  Small Business Trends

Motivating employees in a small business might be a no-brainer for some. Here’s a primer for those of us who may need a bit more help. HarvardBusinessReview.org

Need to sell your business? Call a lawyer. An attorney with entrepreneurship in his blood answers some questions about how they can help. NYTimes.com

Social Media

Just say no to more LinkedIn invitations. When is it time to put an end to endless network building? Global Copywriting

But before you write off that LinkedIn account completely! Here are five ways to make your virtual Rolodex turned business media network really rock. Online Marketing Blog

What Rambo could teach every marketer and small business owner about blogging. It’s all about the risks you take. Much like this post. Flowtown.com

Marketing

What small businesses can learn from Obama, Dunkin Donuts and American Express. And why your business simply can’t ignore the texting revolution. OpenForum.com

Do you have free content about your business online? If not, it could be costing you and your business huge numbers of new customers. Duct Tape Marketing

Forget about e-commerce and get ready for m-commerce. The M stands for “mobile” and it will completely change the way you do business online … again.  SEO-SMO.net

Tech

Touch screen technology enables more mobile small business. Read a review of the latest in tablet computer technology for the small business owner or professional on the move. SmallBizTechnology.com

Who is the “mayor” of your small business? Don’t know what we’re talking about? Better read this. Catalyst Marketers

What if online content creators can’t make money from advertising? An increasing number of online visitors not only want their content free but are employing software to block the advertising that pays for it. WSJ

Policy

Not every cloud has a silver lining. Despite economic gains and government efforts, a recent survey shows optimism among small business owners has not improved.  NFIB

You ain’t seen nothing yet. A proposed health care reform package still being fought over in Washington will likely cost us WAY more than we thought. National Review Online

Startup

Nowadays even a “startup out of a garage” must be global. But managing the cultural intricacies of dealing with a world market instead of one just around the corner takes much more than just an Internet connection. NYTimes.com