Lesson 4: Kick-off
Is everything in place?
Santa made a list and checked it twice - you too have to check everything completely and thoroughly. You can only launch your business once and if the phone or fax aren't working or your business cards have the wrong e-mail address, you will have wasted that chance to some degree.
The way to check whether everything works is the way things are always done in a small business. You put yourself in the place of the customer. You'll want to launch your business with some kind of event, either at your home or at some other facility. Do a run-through in your mind.
Your invitees will be informed of the event - will they have the correct time and address? Will there be refreshments and will your target groups like them? Put yourself in the place of one of your invitees - imagine you receive the invitation, go at the appointed time, find the place. What is your impression? Is that the impression you want for your potential customers?
Now imagine that everyone has been to the event and has received business cards and, possibly, additional print-outs with more information. Are these hand-outs flawless and will the invitees be able to reach you? As an invitee, what is your impression of the hand-outs? Can anything be improved?
Then pretend that you've been so impressed with the launch that you want to order something by phone. Try to call your business and place an order using the information on the business card and then on the other hand-outs. Is everything correct? What impression do you get as a member of your target groups? Is your answering machine message OK? How would you answer if you were there and what impression would you give?
Try to send yourself an e-mail order or a fax order using the information on your business card and on the hand-outs. Does it work? Are there any irritants? How would you expect a response and how quickly? These little exercises won't take long but they'll highlight any problems you might not have noticed and they'll sensitize you to your target customers' needs and expectations.
Once you've put your new business through its paces this way, you'll have discovered any problems and you'll be more confident about your ability to deal successfully with your potential customers. Now everything is in place, ready, correct and it's time to break out the champagne.
