By Robert Lerose. Hiring an outside direct marketing agency requires an investment of money, time, commitment and trust. There's also the risk of putting your company's reputation and profitability in the hands of people who may not share your zeal and dedication. On the other hand, when both sides click, an agency can open doors to new customers, new markets, and new growth. There are different tip-offs to indicate it's time to switch from doing things in-house to seeking an outside...

by Iris Dorbian. When David Greenberg launched Parliament Tutors (an academic coaching service targeting students from kindergarten to college), in 2009, he did everything—from sales and marketing to training and recruiting. The multi-tasking paid off because a year later, the twenty-something wunderkind found himself in an enviable position: His startup, whose staff consisted of just himself and an academic advisor, was thriving, having reached $30,000 a month in sales. Upon hitting that...

by Iris Dorbian. As a longtime marketing strategist and founder of Venture Drive Consulting, Mark Kotzer has amassed over 20 years working with what he terms “scrappy entrepreneurs.” From helping small business owners craft a vision and business model, to product launches and sales development, the Seattle-based Kotzer—whose clients have included Microsoft and Weyerhaeuser—has carved a niche for himself as a go-to-resource for companies seeking to advance to the next stage. Recently,...

by Iris Dorbian. When the economy nosedived in 2008, Jeff Weiner, president of Uniondale, New York-based HKM Insurance, felt an immediate effect. Because many of his clients were laying off employees, his 30-year-old firm snagged fewer premiums, leading to fewer commissions for his full-time staff of four. As the recession dragged on and customers cut back or left altogether, Weiner’s business experienced two straight years of tough times financially. “Learning how to manage that sinking...

by Iris Dorbian. It’s the first lesson of Business 101: If you want your company or product to be a success, you must know your target audience, and more specifically, your customer demographics. Too often a business can struggle and even fail because its corresponding marketing efforts didn’t understand the who, what, when, where, why, and how of their customers make their buying decisions. Ask Important Questions Four years ago, when Derek Christian bought My Maid Service, a small...

By Sherron Lumley Bringing in new clients, improving cash flow, and finding new sources of capital are a perennial challenge for every business—for small businesses even more so. But now, thanks to the Internet and social media, entrepreneurs have access to many of the same powerful marketing tools, business networks, and customer groups that were once the private domain of Fortune 500 corporations. The trick, of course, is how to use these new tools correctly. The first step on this...

Breakeven Analysis, Pro Forma Forecasting, and Growth Strategy. by Sherron Lumley. New Yorker Douglas Tausik is thinking outside of the box. In 2007, he founded Tropix Technology, a business that sells laptop computers to the East African market, specifically in Uganda. His big idea came from a visit to the area and a discovery that fewer than two percent of the Ugandan population owned a computer. “Our ultimate goal is to provide doctors, teachers, and students with computers,” says...

By Sherron Lumley. Even though a business might be considered small because of its relatively tiny staff, it can still have grand ambitions in today’s global marketplace. Just ask Mark Hilden, president of Dateline Exports. His company, based in the small, rural town of Aurora, Oregon, only employs 18 people, yet it nonetheless exports steel, timber, electrical materials, lighting, and underground utility piping to island countries spread all across the Pacific Ocean. “Our territory is...