How do I... use new technologies to boost my growing business?
Minaxi Mistry had worked in events management for more than 15 years when she decided to set up her own agency, Yellow Brick Events, sensing opportunity where other businesses were folding.
Events management is in her blood, she claims. "I'm good at it, I'm well connected and I'm not looking for work; I've got people knocking on my door."
She has a USP. "I don't know any events agencies that offer the green agenda as part of their service. Sustainability is at the heart of my business. We look at recycling, reusing and reducing waste. I've created my own market and my own opportunities."
Mistry has already won contracts through word of mouth. "If I can get through this year, it will be better in 2011," she says. "I haven't gone out and got loans; I take an absolute minimum salary. What's sustaining the business right now is a cushion that I put together to keep it going for 12 months. Hopefully in the next month or two the money will slowly start coming in."
She admits to being overwhelmed by her company's technology requirements. "I've found it really hard understanding what I need to run a business and finding the suppliers who can give me service at a good price," she explains. "I've had to buy a printer, pay for somebody to do my website for me, computers and telephone lines. All I have is the basics to get us going."
She's also unsure how much time to devote to social networking tools such as Twitter. "I don't have an interest, and I don't know how it works. If someone says this will help you reach out to X, Y and Z and the phones start ringing then I'll do it," she says. So how should she use technology to help drum up business? We ask three experts...
What the experts say
Ellen Heinrich, social media manager, UPS Europe
Cutting-edge systems across the board are vital for a worldwide company such as UPS, but do not underestimate what technology can do for a smaller operation, too.
Social media networks are a good place to start. While sites such as Linkedin and Twitter may seem daunting at first, they are useful for meeting and maintaining business contacts. Another avenue to look at is starting your own blog. With time and dedication, this can be a great way to connect with customers, draw attention to your service offerings and highlight your green credentials.
Another aspect to consider is how you can use technology to give you a competitive advantage. At UPS, our website acts as a portal for customers to prepare and track items throughout the shipping process. You could apply this principle to your events, providing customers with online access and up-to-the-minute information on their project status.
Steve Garnett, chairman EMEA, Salesforce.com
Many SMEs we work with have had similar experiences with traditional IT systems. They often see them as time-consuming, expensive and difficult to manage. Have you considered switching to cloud computing? Cloud applications require no more infrastructure than an internet connection.
Upfront capital expenses are low as are maintenance costs because services and applications run in the cloud, or via the internet.
Cloud-based applications can be operational in just a few days, not the weeks or months seen with traditional software. This allows you to focus on your core business and, in particular, on driving up revenues and creating innovation.
Moving into the cloud will allow you to use collaboration tools such as Facebook and Twitter effectively. You can use cloud-based platforms to track customer conversations about products or services, actively join in with them and quickly resolve any concerns.
Vero Pepperrell, co-founder and marketing director, Pepsmedia
Social networks such as Twitter, Facebook, Linkedin, blogs and discussion forums can help a small business reach out far beyond its immediate community. They provide a promotional platform for events, and will enable you to get quick recommendations on suppliers via your extended network. They can also help strengthen your reputation. Regular, small activities are the best way to incrementally grow.
Think of the Web as an extended CV: when a potential client searches for Yellow Brick Events in Google, what crops up? From blogging to showing off your knowledge to tweeting about the event planning process, the potential is immense and the best reputation is within reach of anyone willing to put the effort in.
Business Clinic is published in association with UPS
