The Business Review April 2013 issue

The Business Review April - June 2013

In This Issue....

What does Value Add Mean? Page 3

Case Study: Repositioning a Company Using their Website Page 5 Five Things you must do Before you Write your Book Page 7 Get to know our featured show from the Media Directory Page 9

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rom the Editor

Spring into action with your Business Plan!

Hello to all of our readers out there! I love this time of year, the temperature is just perfect here in Florida!

This issue of the Business Review is filled with great tips and suggestions such as a case study about re-positioning your website provided by the Placemaking Group, Value Added products and if you are thinking of writing a book, 5 things you must consider before you publish. Congratulations to Zurriane Bennett of the Zurriane Show for being chosen as our featured show from Kerry’s Network Media Directory.

If you are interested in becoming a contributing writer, please send us a sample article to review.

Thanks for taking the time to enjoy our publication and as always we are wishing you continued success!

Kerry’s Network, Inc. & the Editor of The Business Review Magazine are not liable for content or advertising provided in this publication. All rights reserved. Copyright 2013

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hat does Value Add mean?

Well the first thing is that it implies a baseline value. To be successful a product or service must be of value on its own. It has to be able to stand all by it’s self. In today’s competitive marketplace there may be several companies offering the same product or service with the same baseline value.

By: Diane Helbig

your price is a little higher, the prospect will want to buy from you. You bring more to the table.

All consumers look at purchases from a ‘cost/benefit’ analysis. Does the benefit equal or outweigh the cost?

Some of that is subjective.

Different consumers have different definitions of benefit. Because of this, it is important to make sure that the value you are adding is considered to be beneficial by your prospects.

This is the reason they adopt valueadded benefits.

Value add is additional value that your product or service has above the baseline. It’s a How do you figure way of differentiat- this out? Follow ing your company these steps: from the pack. If you can add value, then even if

* Understand your target market.

Identify the actual baseline value of your product or service. This is the value your clients see – not necessarily the value YOU believe exists. * Document the value you perceive. * Ask your clients what value they see.

Conduct market research to assess the general public’s view of the baseline value Consider complementary products or services that you could add to a product you offer as a bonus.

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Consider noncomplementary products or services that you could add Examples of complementary products or services are: * Free cleaning * Free Helpdesk Support * Free Shipping * Free Inspection * Free Newsletter Notice the word ‘Free.’ You are throwing something in to add value to the baseline product or service.

These are items that complement the product or service you are providing. Examples of non-complementary products or services are:

* Resource Toolbox – filled with information on organizations you know well that offer a variety of products and services. * Gift Card – to a restaurant or store; not for redemption at your company * Quarterly Seminar Series – seminars on a variety of subjects that don’t piggyback your business.

Providing value added benefits can really set you apart. So do your homework. Get to know your target market – what they want and need. Get creative with adds – you really can do anything you want, as long as the prospect finds it valuable. Set up your value adds and get to marketing your product or service with the adds included. It can be a great, inexpensive way to set your company apart.

As you can see, these are valuable but do not complement a company’s product or service.

So they add value of a different sort.

Non-complementary adds are a bit tougher to sell. It really comes down to Copyright© 2013 what the prospect Seize This Day deems as valuable. Coaching, Diane Helbig.

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ase Study Repositioning a Company Using their Website.

By: Dennis Erokan

Situation Clare Computer Solutions (CCS) is a premier IT service provider in Northern California, headquartered in San Ramon, in San Francisco’s East Bay. The company was founded in 1990, and evolved from being a company that was primarily focused on fixing customers’ IT problems to a consulting company providing a full suite of network support and IT consulting services.

In 2011, Brad Mendonsa became CEO. He had a clear understanding of the company, having been Vice President of Operations with CCS for five years. He was instrumental in moving the company's image from that of "mechanics" to "consultants."

Repositioning After taking over as CEO, Mendonsa focused on growing the company by marketing its highly professional, proactive IT support and consulting services.

The Placemaking Group was hired to create a strategy for both messaging and tactics to get the word out.

A PR/marketing communications program was developed aimed at attracting new customers and informing existing clients of expanded business offerings.

Tactics included a publicity and media relations program, social media program and events.

New Website Builds Business The program’s primary focus was a redesigned website. The new search engine optimized site, www.clarecomputer. com

includes bright, bold images of people rather than machines to communicate how IT problems can be avoided by having a strategic IT partner.

The new website is receiving more traffic than the old site was able to attract. Since the site launched in early January, new visits have increased and overall visits have increased by 40 percent, with time on the site showing a 23 percent increase.

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In addition, there has been an eight percent decrease in the bounce rate. CCS’s CEO Brad Mendonsa says the new website has the phone ringing.

He explains, “...the website redesign allows us to show our professionalism in IT consulting and support services. The search engine optimization is resulting in more inquiries for IT support and consulting and we have new clients signing on.”

Learn more about, The Placemaking Group.

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ive Things You Must Do Before You Write Your Book

I’ve worked with people on their book proposals and I’ve found that aspiring authors are often not clear on what they’ll have to do to get a book published. They may have an idea that’s based on their beliefs about book publishing, or what they’ve seen in movies or TV. As a writer I’ve been exposed to the publishing world for quite some time, and these are some important points I’ve learned along the way.

1. Get clear about why you want to write this book. How is this going to help your business?

If you want to write it because you’re imagining some very large and lucrative book contract – stop right there. Those large juicy contracts are not as common as you may think.

By: Deb Bailey Save yourself a lot of frustration and determine your real reason for writing this book is before you begin.

2. Do your research. If you want to go the traditional publisher route, then you’ll have to create a proposal and submit it to an agent (along with sample chapters). If you’re not familiar with book proposals do a search on Google and find out the format. A book proposal can be very daunting to write and it may make sense to hire someone Excellent sea with experience toview asfrom the Costa Del Renta. sist you (or to prepare it).

Don’t skimp on getting it done properly. If it’s not, your book may be rejected before you get beyond the proposal stage. In your research you’ll have to analyze the market, study your competition and create a plan for your own marketing and promotion.

3. Create your platform. If you haven’t heard this term before, it’s time to become familiar with it. Whether you self publish or get a contract with a traditional publisher, you will have to have a platform. What is a platform? It’s just like it sounds – a foundation of credibility that says you are an expert in what you’re writing about. Your platform should include articles, blogs, other books you’ve published,

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Get away from it all in this excellent location.

videos, TV shows you’ve been on, credentials such as certifications and/or degrees – your accumulated experience and knowledge that says you’re qualified to write about this topic.

At a writing conference I recently attended, every agent mentioned that a writer must have a platform.

If you don’t have one, start building one now.

4. Be ready to invest. If you want your book to be a success then be ready to invest in, at the very least, editing, book cover design and a publicist. (If you self publish the publisher may offer those services.) I’ve spoken to writers who have dreams of publishing a book, yet they thought they could get a polished end result with very little investment. The truth is that you have to put time and money into your book if you want to have a professional product. If you aren’t prepared to do that, then perhaps publishing a book should wait until you can make that investment.

5. Be committed. A book produced by a traditional publisher may not come out until 12-18 months after the contract is signed.

“The truth is that you have to put time and money into your book if you want to have a professional product.”

If you self publish the time frame will be shorter from writing to publishing. In addition, if you’re going the traditional route you’ll have to find an agent first. The major publishers usually do not accept submissions directly from authors. You’ll have to be committed to your book and ready to do what it takes to bring your dream to life. There are many people with dreams of publishing a book, but many of them have no idea what’s involved in the process.

Do your research up front; find out what is required and prepare yourself to get your work published.

Deb Bailey is an author of two books, including: "Think Like an Entrepreneur: Transforming Your Career and Taking Charge of Your Life," host of Women Entrepreneurs Radio and a book publishing mentor for entrepreneurs who want to boost their business with a book. dbaileycoach.com 8

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Welcome to Kerry’s Network, Inc.!

Congratulations to Zurriane Bennett!

Zurriane is our featured show from our media directory. This show covers a wide variety of topics to help you in your personal and business life.

Tune in here: www.blogtalkradio.com/zurriane Picturesque settings in the Spanish valleys.

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