The percieved promise of the Internet -- access to larger, even global, markets -- has largely failed Home Business in Australia for many reasons. Although Australia has moved onto the Net faster than any other country per capita, many misconceptions still plague its commercial use, especially by home-based business. The misconceptions are not insurmountable, however.
Home Business has always been a significant segment of the business world in Australia. The wide dispersed population has forced many to seek to employ themselves. Its been estimated that 35% of working population are employed in home-based businesses with only one or two workers.
The wide dispersion of population demands small entrepreneurial businesses. A skilled person must reach beyond their local market to put their skills to work, or to find a market for their products.
As the Australian population ages quickly, the number of home-based businesses will grow by necessity. Australia is not alone here. Most of the western world is making changes to absorb the demands of aging Baby Boomers. Baby Boomers have changed the World. Their accomplisments should not be dismissed. Most of the quality of modern life is the result of their achievements.
The retirement age has already been extended from 65 to 70 in the last few years. That will mean more and more people who have skills unable to work a normal work week, but still needing to make a living.
The importance of successful home-based business will grow as a business force, and a social necessity.
More than that, talented and motivated people of all ages need to find a way to express that drive and talent, or the society stagnates. This stagnation takes the form of corruption, addictions to drugs or gambling, and other social ills that are already too evident.
The Brain Drain from Australia has been largely driven by the fact that motivated, talented people could not find a market for themselves and were forced to look elsewhere.
What can AEmeritus Relevant Training offer Home Business? First to sweep aside some of the misconceptions and to face other obstacles with frank determination.
The first and most important misconception is that a website allows instant global exposure. A website is a direct marketing medium; not a billboard easily seen by the world. The greatest advantage of home-based business is the personal touch. Customers know who they are dealing with a real person. Many small business websites have been abandoned because of a failure to recognize and take advantage of these two facts.
Many websites were promoted with the sales pitch that "On the Internet, no one knows how big you are."
Stop the pretense. Be who and what you are. Present a professional web presence that clearly reflects the attitude and capabilities of your business. AEmeritus can provide consulting, writing, and web design services to achieve that goal.
Personalization, however, requires contact and response. New tools available on the Net make it possible.
- A business blog provides a means to share the growth of a business and develop a personal communication between customers and small business.
- The perceptions of a home-based business owner are important.
- Conferencing software like Hot Conference allow a home business to communicate personally by voice and webcam while presenting its products and services.
- Skype allows free VoIP phone calls to anywhere in the world.
Personalization also requires finding customers, referrals, and complementary businesses.
- eBay allows a home business access to a ready market. Links to the business website and blog help build traffic.
- AdSense can be an important source of income from the business website and blog.
- AdWords can be used to define a niche.
AEmeritus will help Home Business learn to use these tools.
Business blogging is not just writing ads. Its a personal journal where the person talks about the difficulties and triumphs of the business, interspersed with personal opinions and anecdotes. A good mind with a unique perspective will attract readers.
AEmeritus can train you to blog your business; and show you how to enjoy the interaction with other bloggers.
It's been estimated that only 6-10% of the Internet population uses RSS feeds. But those are the most web-savvy and skilled; the early-adopters. Whether that's your market or not, just reducing the competition for attention by 94% is an advantage.
AEmeritus can show you how to get the most from your website and the new tools available. Your website is not just for ordering products and services; it is a means to educate your customers about your business.
Never before have the tools been within the reach of home-based business.
Maintaining a professional attitude and presence means applying skills
You can accurately assess your own skills and the skills of your employees. AEmeritus can show you how to assess software skills, soft skills, and job roles, then identify gaps in skillsets quickly and inexpensively.
Skills need to be kept up to date. AEmeritus can show you where to go for affordable software training, and provide a training plan for you and your employees.
Realistically recognizing obstacles is equally important.
Although Australians have moved onto the Net and to broadband quickly, the boogie man still haunts the Net: stolen personal details and credit card numbers.
Clearly state your Privacy Policy on your website and blog, then stick to it. Never discuss personal details in your blog or verbally with anyone, not even the customer. -- They will notice, even if it isn't their information.
Don't expose yourself or your customers to stolen credit card numbers or bank details. Use PayPal to allow to collect credit card and direct debit payments. Setting up an account on PayPal is free. You don't have to worry about protecting the data since you never see it. Your charges are sent to PayPal where the credit card information is collected.
Remember that "professional" doesn't mean rude, but it does mean firm. Display your payment terms clearly and stick to them. If someone wants your product or services, they should have no problem paying up front. Make it easy for them.
As a home-based business, you're not looking to conquer the World, you just want your piece of it. Enjoy your work and your customers.
Mark Twain quotes (American Humorist, Writer and Lecturer. 1835-1910)
Interesting. I once thought that Amway online would take over the world. Unfortunately, the earth-bound human nature showed me that it is still about relationships, not a fancy website... How do you build solid relationships with clients online?
Posted by: Randy LaBonte | October 27, 2005 at 09:51 PM
The same way you build them offline, Randy: Contact, relationship, contact, and delivering service with the product.
But to get anyone to eat the steak, you first have to show them the sizzle.
The sizzle here is that the Net is changing. Websites that were built to be brochures online are just fading into a dark hole. Websites that allow the visitor to contact and hear the business owner or representative are growing fast.
Posted by: Paul | October 27, 2005 at 09:56 PM