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WITH the current uncertain economic climate in Singapore expected to last at least another year, is this an opportune time to think about starting your own small business?
The answer is a resounding yes. There is still money to be made as a small business owner if you adhere to a few simple rules. The following are five tips - aptly called Smart - that you can use if you are thinking about starting your own small business.
S - Sources of funds
The initial funds needed to start your small business are likely to come from either equity or debt. During this 'credit crunch' period, banks are cautious about lending, particularly to small business owners. You are likely to encounter difficulty in getting financing even if you put up collateral.
The plummeting real estate market does not help either as the collateral is likely to be your home - where value has fallen considerably in the past year.
That leaves only equity - your own savings. You may not wish to put up all the money yourself. Spread the risks by getting other people to invest in your business. The key is to work hard and smart, make a good profit and then reward your investors by paying dividends.
Another source of funds that people tend to ignore or are ignorant of is the government. Do spend time checking out the numerous financial assistance schemes offered by various government agencies such as the Business Angels Scheme or Start-Up Enterprise Development Scheme by Spring Singapore.
The management of funds is just as important as the sources of funds. Remember that cash flow is the lifeblood of your business. Prepare a cash budget to give a projection of the cash inflows and outflows of your business. While you can reliably predict when you will have to pay your bills, it will take some skill and a lot of faith to reliably predict the cash inflows. Your customers will most certainly delay making payments as long as possible, especially in this tough business climate.
M - Macro-environmental scanning and mentor
Study carefully the emerging trends in the demographic, economic, social/cultural, technological and political environments.
Emerging environmental trends create tremendous opportunities if you manage to spot these early enough. For example, shifts in demographics in the last ten years have created opportunities for small businesses to market their products and services to the elderly, foreign workers and residents living in the new townships of Punggol, Sembawang, Sengkang and so on.
Nowadays, many teenagers work part-time and have sizeable disposal incomes and specific needs. The current economic downturn also means that consumers are looking for value-for-money products that will allow them to stretch their dollar. These are lucrative markets that any small business owner cannot ignore.
M also stands for 'mentor'. It is important to have one, more so if you are starting your maiden business venture. A mentor is a valuable source of information, especially when you are writing your first business plan.
He or she can also offer fresh perspectives on problems, act as a 'sparring partner' or just to give emotional support. Have someone that you admire and trust to be your mentor. Your mentor can be another entrepreneur or a friend who is older, more experienced and who has been through the school of hard knocks.
A - Analyse competitors and suppliers
Are you aware of what your competitors are doing to draw away your customers?
A US study has shown that most business owners are clueless about the competition, leading to lost customers and market share. Spend time observing and determining which businesses are likely to compete with you for the same group of customers, study their business strategies and observe how they run their day-to-day operations.
Understanding the competition will allow you to develop effective business strategies to overcome your rivals and to capture market share.
Your competitive advantage could be the product itself, level of service offered, the location or a combination of all three.
While it may be relatively common for small business owners to analyse the competition, they tend to ignore the suppliers. This is a mistake that all entrepreneurs should avoid.
Whether you are producing the goods yourself or outsourcing the production to another party, analyse your suppliers carefully and select those that are reliable, have good track records, and deliver quality goods and services at competitive prices to allow you to earn a reasonable margin for your efforts.
R - Research your customers
You have to conduct market research to determine whether there is a genuine need for your products and services as well as to understand better the buying behaviour of potential customers.
Good and relevant market research data will enable you to write a business plan that really works for you. Conducting market research need not be an expensive exercise. Not many entrepreneurs are aware that they can engage business studies students of Singapore Polytechnic's School of Business to conduct market research for a token fee.
Working under the supervision of the SP Centre for Enterprise & Executive Development and Research, these business studies students have conducted over 200 market research projects for more than 100 small and medium enterprises over the past 10 years.
T - Timing and the right marketing strategy
There is no better time than the present to start your own business. Take the plunge now. There are several advantages if you start your small business during an economic downturn.
You will probably pay lower rental for your business premises in a better location, have greater bargaining power with your suppliers and a greater chance of getting talented people to work for you.
Besides timing, another critical success factor is to have a coherent marketing strategy. Align your product strategy with your strategies for pricing, promotions and how you will make your products and services easily available to your customers.
Spend sufficient time to develop a cost-effective action plan to deliver your products and services and pass on the cost savings to your customers.
Offer products of good value and treat your customers with respect, and your customers will keep coming back to buy from you. So forget about spending money on 'above the line' or 'below the line' advertising.
The most important line for your small business is the bottom line.