By James Pruitt, Senior Staff Writer

Marketing is its own field within the business world. Specialists in marketing often come out of school with vast coursework and little experience. The generalities acquired by “professional marketers” often fail entrepreneurs seeking their niche in the economy. 

Every company is different. Each entrepreneur likely has their own set of values, as well as their own understanding of the niche of the economy they seek to occupy. Outsiders may provide guidelines and principles, but the core of a marketing strategy must come from the source of the business idea itself. Successful marketing ultimately comes from within.

Remember the sitcom Family Ties from the eighties? Consider the episode “The Spirit of Columbus.” In a classic standoff between money-obsessed Alex P. Keaton and his opposite, the artist Nick, Alex usurps Nick’s greatest artistic triumph and markets the sculpture “in volume” as home decor. In several fabulous colors to boot. 

These days, marketers rely largely on online strategies. Professional marketers know the web, social media, and other such channels. Entrepreneurs know their own hearts and the goals of their companies. Efforts of marketers fall impotent absent coordination with the leadership of their clients. Consider the ongoing lament of online gamers in the face of recent waves of offbeat, sometimes offensive marketing campaigns. “Why do they do this? The game is nothing like that!”

Entrepreneurs do their best to market themselves, often with advice from ad agencies. Marketers should stick to their roles. These days, marketers do have irreplaceable functions on the online and social media fronts. However, unless the marketer and entrepreneur are one and the same, no one can sell that great idea better than its originator. A marketer can filter the idea. A marketer can find the right channels. However, no one can express the idea’s heart and soul better than the entrepreneur themself.

There are strategies that business owners can use to market themselves. First, no matter the niche product or service, business owners should make their outreach efforts personable. Sometimes, a little creativity can liven up not only the brand but even the lives of its patrons. Perhaps the Michelin man can be an example. The iconic 120-year-old character is as old as the company itself. Over the years he has evolved from grease-monkey to symbol of fine dining. The Michelin brothers needed no marketing agency to accomplish that.

Second, entrepreneurs should ensure focus on their fundamental message. Marketing ideas should have organic roots in the core ideas of the company. Whatever the original focus of a business venture, a marketing campaign should beam this inspiration into their target clientele with laser intensity. A “meeting of the minds” does wonders between owners and clientele, at least in the early stages. Third-party marketers have the potential to complicate this process. Business owners should always stay in control of their message, at least until the enterprise diversifies and becomes too complex.

In the end, business owners should never allow third parties to market their idea in far-off directions, at least in the early stages. Marketers have their place and their own expertise, especially in the age of social media and other forms of online exposure. However, while the business owner provides the capital, the business owner provides the leadership. When the visionary separates from the vision, only broken dreams loom on the horizon.

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here: https://vamboa.org/dell-technologies/ 

By James Pruitt, Senior Staff Writer

The pandemic continues to keep workers at home. Real concerns about the Delta Variant loom large. Plus, continuing financial support motivates low-wage employees to stay home. Lower-wage employees often have the best reasons to snub less-than-optimal work arrangements. Concerns of such employees may range from childcare to vocational development. The result burdens many small businesses with serious labor shortages. Hence, current economic circumstances have only increased the necessity of wise hiring practices.

Know Your Capacities

Small businesses must stay mindful of their own needs and capacities. Some companies over-hire, leaving unnecessary workers to be idle and bored. Others burden a small number with an impossible workload. Before the start of the hiring process, owners should conduct a cost-benefit analysis to gain a clear understanding of their human resources needs.

Bored and idle workers become dissatisfied, even as they remain on company time. At the same time, overworked employees could simply walk off the job and leave the owners in the lurch. A healthy business provides a well-planned, balanced workday. 

Hence, management should gauge each task for the time and effort requirements. Not infrequently, an overwhelmed business may panic at their workload and over-hire. The resulting crowd of low-level workers may feel undervalued, undertrained, and ignored. Similarly, an employer may under-hire. Often, employees are expected to hit the ground running due to their experience or qualifications. Sometimes these expectations unduly burden newcomers and managers alike.

Granted, businesses cannot always afford expensive training programs. Sometimes expecting a hire to “hit the ground running” is the only option. However, ideally, this cost-benefit analysis regarding both training and the number of employees aids in the creation of a well-balanced workforce.

Know Your Platform

The Internet has long taken over the hiring process. The shift from paper to online applications has yielded pluses and minuses both for applicants and businesses. From the perspective of Veteran Business Owners, this shift opened the floodgates for countless frivolous applicants. Shifting through irrelevant, frivolous, or downright silly applications has become par for the course. When possible, business owners need to seek out jobs sites that specialize in their field. For example, encore.org and idealist.org specialize in nonprofit positions. Itjobspro.com connects employers with skilled IT professionals, and salesgray.com links business owners with sales professionals.

The list is endless. General job sites provide a cheap alternative but add to the burden of the hiring process. Small business owners generally spend hundreds or thousands of dollars on the hiring process itself. A bad fit may cost still more in training costs, as well as the cleanup following termination. The miracle of the Internet provides countless opportunities to zero in on applicants who have at least done their own work to tailor their applications to their own interests and skillsets. Specialized jobs platforms are key resources to streamline the hiring process.

Involve the Team in the Hiring Process

Especially for a long-term commitment, consider the splash a new hire could make in the company pond. The involvement of future colleagues could ensure a “good fit” in the hiring process. In many cases, coworkers will spend many hours a day together. Often, the involvement of the team could safeguard long-term office tranquility should the newcomer take root in their new office home.

However, this process should ensure fairness. Many workplaces have corporate cultures that discriminate, explicitly or implicitly. Some interview practices may land certain employers on shaky ground. Beware of excessive prying into recreational activities, hobbies, and interests, or home or family life. Short of landing employers in legal hot water, such questions may simply deprive both parties of fruitful opportunities.

Conclusion

As always, balance is key. An employer’s rewards in the hiring effort will likely be proportionate with their investments. Companies should plan wisely and implement judiciously. The result following onboarding should leave a balanced, satisfying workday for everyone.

VAMBOA, the Veterans and Military Business Owners Association hopes that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here:

https://vamboa.org/dell-technologies/

By James Pruitt, Senior Staff Writer

Veteran Business Owners have a right and a responsibility to market their talents and skills. Successful paths are myriad, as are roadblocks. Many of these roadblocks are psychological. Here is a list of some of the most common misconceptions veterans often have that impede their paths to running a successful business.

1) “I don’t have the resources.”

A Veteran Business Owner need not invest unwieldy amounts of cash or resources to carve out a place in the economy. “Start small” is often the best strategy. Your best resource is yourself. 

A new business can start with meager resources, assuming a good concept. Good planning conceivably may keep the dream alive. 

Consider Sophia Amoruso, founder of the fashion company Girlboss Media. She literally started her fashion company browsing secondhand stores, selling her finds on her Myspace site. Also consider Khan Academy. Sal Khan’s company evolved from tutoring sessions he provided a family member. Other family members showed interest in his lesson plans for themselves, and thus his company turned into a marketable idea.

Marketable ideas often stare potential entrepreneurs in the face for years before they spark inspiration. Often, these ideas require little to no investment at the outset. Consider your talents, hobbies, surrounding circumstances, and social connections. Good ideas are often free and can sow fertile seeds that lead to rich fruits over time.

2) “I can’t do it,” aka “Imposter Syndrome.”

When lightning strikes, and you have a great business idea, one natural reaction might be some variant of “I can’t do it.” 

If an entrepreneur needs affirmation, online communities can frequently offer support, a sounding board, or at least ideas for development. In the end, remember that nothing can take away your relevance to the world around you.

However, “imposter syndrome” is nothing new. Consider Starbucks CEO Howard Schultz and his comment “[v]ery few people, whether you’ve been in that job before or not, get into the seat and believe they are now qualified to be CEO.”  Also, Consider Sonia Sotomayor, and her quote “I have spent my years since Princeton, while at law school and at various professional jobs, not feeling a part of the worlds I inhabit.” The best and brightest of us often suffer from self-doubt. Often these doubts are simply an indication that we have the wisdom to know what we don’t know. 

3) I’ll Fail

Failure is inevitable in business and in life. The first failure can lead to greater success in later attempts. Everyone who lives fails. Frederick W. Smith’s first service, Zapmail, cratered before Fedex could focus on his core concept. Similarly, Amazon took years to turn a profit

Of course, no one wants to fail big. Not everyone has $350 million to burn, as did FedEx. However, the early failures serve as necessary steppingstones to creating a well-oiled machine. Failures of all kinds, whether administrative errors, operations inefficiencies, and hiring mistakes, are necessary to design an enterprise that fits well into the economy. Depending on resources such as financing and social support, slow and steady may win the race. 

4) “The Timing isn’t Right”

Consider a spore in your garden that may sprout hundreds of plants. The most inopportune times may give rise to the perfect storm to get your idea going

Even mulling the idea in your own head can become your own stress relief exercise. The smallest measures can build inertia. Building a web presence, for example, you can start with little effort and adapt to a changing schedule. Your relationship with your idea can morph gradually as it takes on a greater part of your life. Short of huge commitments, there is no wrong time to get started on a business idea.

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here:

https://vamboa.org/dell-technologies/ 

By James Pruitt, Senior Staff Writer

Inflation has become a growing concern as cash has flowed into consumer’s hands following the outset of coronavirus. In theory, businesses should increase prices, especially as labor becomes more expensive. In fact, the economy is more chaotic and unpredictable. Business owners should consider sound realities before they jump to conclusions about how to price their products in the post-pandemic economy.

As discussed in previous blog posts, the pandemic sent the trend toward online consumerism into overdrive. Consumers know they can now resort to online sources that maintain a low overhead. This development bodes poorly for “brick and mortar” stores. Unfortunately for such establishments, the balance of power may continue to shift in the direction of online consumers.

What can a small business owner just out of the military and looking to apply their newfound skills do, especially in this strange new economy? Fortunately, many strategies can simplify marketing efforts.

• First, human interactions, in general, have become more online over the past few decades. The possible end of the Pandemic will not change this trajectory. During the Pandemic, online interactions only became more sophisticated and established. websites and social media have only gained importance. Every economic participant, including veteran business owners, should become more Internet savvy. 
• Second, unpredictable shifts in price can leave entrepreneurs unprepared. Given confusing shifts in the economy, business owners should understand current market circumstances in the here and now. For this reason, entrepreneurs should stay vigilant about direct competitors. Confusion may arise from assumptions and inaccurate predictions from the media. Mindfulness about the here and now should prevail.

“Staying vigilant” does not mean cutthroat behavior. “Staying vigilant” means an understanding of a ballpark range for goods and services catering to your specific clientele. Everyone benefits from some level of cooperation. Consider networking groups or your local Chamber of Commerce. Of course, backstabbing tactics only draw the worst kinds of attention.

Learning spreadsheets can help new business owners compare themselves most accurately to rivals in the current, uncharted online market. Microsoft Excel, as well as Apple Numbers and Google Sheets, may provide tools to compare prices with similar online marketers. 

• Third, new business owners should consider their own costs and capacities. Many analysts divide these costs between variable and fixed costs. “Variable” costs shift with demand and changes in the economy. “Fixed” costs may include contractual obligations such as overhead, payroll, and the costs of maintaining websites. The goals and resources of the business owner may determine the outcome.
• Fourth, consider profit margin and your own economic needs. Profit margin tends to vary by industry. Usually, profit margin consists of the difference between the cost of maintenance and the income from sales. Great damage can occur when the owner has invested heavily in the business, and profit margins stay low. A home business may need only a low-profit margin, and a restaurant or auto shop inevitably requires a much higher one, due to the cost of equipment.
• Fifth, underpricing may ruin a business. Many entrepreneurs try to achieve brand recognition through discounts, sales, and cheap products. Misguided attempts at market penetration can leave consumers turning their noses when entrepreneurs need to raise prices to simply pay the bills. 

In short, pricing depends largely on the circumstances of the business owner. Generally, higher investments in overhead and equipment necessitate much more careful analysis. Always, the best price for a product or service depends on the relevant market. Hairbrained schemes such as underpricing rarely serve anyone. Veteran Business Owners need to balance their own circumstances and those of any other market participants, including clients and competitors. 

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here:

https://vamboa.org/dell-technologies/ 

A VAMBOA PUBLIC SERVICE ANNOUNCEMENT

VAMBOA believes that this information is important to our membership and all Veteran Business Owners especially those who are Service-Connected Disabled Veteran Business Owners due to Agent Orange.

The Veterans Administration announced two major decisions related to presumptive conditions associated with Agent Orange and particulate matter exposures during military service in Southwest Asia.

Agent Orange

VA will begin implementing provisions of the William M. Thornberry National Defense Authorization Act for Fiscal Year 2021 (Public Law 116-283), adding three conditions to the list of those presumptively associated with exposure to herbicide agents, more commonly known as Agent Orange. Those conditions are bladder cancer, hypothyroidism, and Parkinsonism.

“Many of our Nation’s Veterans have waited a long time for these benefits,” said Secretary of Veterans Affairs Denis McDonough. “VA will not make them wait any longer. This is absolutely the right thing to do for Veterans and their families.”

VA will apply the provisions of court orders related to Nehmer v. U.S. Department of Veterans Affairs, which may result in an earlier date for entitlement to benefits for Veterans who served in the Republic of Vietnam during the Vietnam War. Vietnam War-era Veterans and their survivors who previously filed and were denied benefits for one of these three new presumptive conditions will have their cases automatically reviewed without the need to refile a claim. VA will send letters to impacted Veterans and survivors.

Particulate Matter Exposures

The Secretary recently concluded the first iteration of a newly formed internal VA process to review scientific evidence to support rulemaking, resulting in the recommendation to consider the creation of new presumptions of service connection for respiratory conditions based on VA’s evaluation of a National Academies of Science, Engineering, and Medicine report and other evidence. VA’s review supports the initiation of rulemaking to address the role that particulate matter pollution plays in generating chronic respiratory conditions, which may include asthma, rhinitis, and sinusitis for Veterans who served in the Southwest Asia theater of operations during the Persian Gulf War and/or after September 19, 2001, or in Afghanistan and Uzbekistan during the Persian Gulf War.

“VA is establishing a holistic approach to determining toxic exposure presumption going forward. We are moving out smartly in initiating action to consider these and other potential new presumptions, grounded in science and in keeping with my authority as Secretary of VA,” said Secretary McDonough.

VA is initiating rulemaking to consider adding respiratory conditions, which may include asthma, sinusitis, and rhinitis, to the list of chronic disabilities based on an association with military service in Southwest Asia, Afghanistan, and Uzbekistan during the covered periods of conflict. VA will conduct broad outreach efforts to reach impacted Veterans and it encourages them to participate in the rulemaking process.

For more information, visit our website at Airborne Hazards and Burn Pit Exposures – Public Health.

VAMBOA, the Veterans and Military Business Owners Association hopes that this article has not only been valuable information.  We work hard to bring you important, positive, helpful, and timely information and are the “go to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here:

https://vamboa.org/dell-technologies/