West Points

Tuesday, June 28, 2011

Running Rivers and Businesses, Keys to Success

by Heather Gurewitz
Mendocino Women's Business Center Director

If you've worked with me, you probably know I love kayaking. After spending four and a half intensive days on the American River in a whitewater kayak I learned a lot about how to be a good paddler which also applies to being a successful business owner:

1. Scouting... From the water, a rapid may look like just fun moving water, but if you take the time to pull off the river, get out and have a look, you may find there are dangerous spots you want to avoid, and some fun spots you want to go through. Even if you don't get to get out, you want to plan your path. In the business world, we call this business planning. Take the time to step out of your work and plan where you want it to go before you get there. It can save you a lot of grief in the future.

2. The set up... When you are going into the rapids you have to set up early, get your speed, angle, and edge right, and commit to your route. If you go in right it is much easier to have a fun ride and a lot less work. When you start your business, make sure that you are positioned for a successful experience. Not having enough capital, lacking key skills, or starting at the wrong time of year can ruin the business before it even gets started. Even if you do, sometimes the river takes you somewhere you didn't intend to go. Or what you thought was the right speed, angle, and edge, turns out not to be.

3. Always be ready to correct... Sometimes you miss, and the next thing you know, the world is 180° in the wrong direction. What do you do? First off, DON'T PANIC! If you're facing upriver and you should be facing down river, one powerful stroke in the right direction can set you back on course, and if you are 180° upside down, some powerful hip action and a good torso rotation can get you back upright. If you panic, you will probably end up swimming, which leaves you in a much higher risk position. When you are off course, it doesn't matter if it was the boat, a rock, an eddy, or just exhaustion. The key is to assess your current situation and as my coach, Jeff Laxier says, "Fix the problem." When you are safely upright and cruising down stream you can go back and analyze the situation.

4. Have the skills you need before you get there... When you are upside down in a kayak, instinctually, you want to lift your head out of the water first so you can take a breath and pull on your paddle to lift your body out of the water. Unfortunately, it is pretty much  impossible to roll your boat up that way. I've spent a year and a half learning how to roll. It has taken time, commitment, and a LOT of practice and it has been a challenge. If you are in business, choosing the wrong corrective action could make a bad situation much worse. West Company offers many affordable classes to help you expand your knowledge so that you can properly assess situations and make good decisions.

5. Now, I talk to people who learned how to kayak by getting in a boat and going down river. They have some interesting stories. I chose to take classes from professionals who have taught me how to have fun and be safe on the river. The truth is, anyone can get in a boat and go down stream, BUT, not everyone makes it to the take out with their boat, paddle, and body intact. Same with business, anyone can get licenses and permits and open a business, but starting a successful business, that is a whole different story and the main reason West Company exists. Through the Small Business Development Center and the Women's Business Center programs, West Company offers classes and free one-on-one consulting to help you acquire the skills and knowledge you need to become a successful business owner. For more information, visit our website.

Tuesday, June 21, 2011

QR Codes: Trash or Treasure?

by Heather Gurewitz
Mendocino Women's Business Center Director

Recently, we had a workshop about marketing to people with mobile technology and in particular QR Codes. Since then, a number of people have been so kind as to share articles with me critiquing QR code technology and questioning their value. Are QR codes a passing fad or the new Facebook? Now, no one can tell the future, but here's my personal opinion on the future for QR Codes.


I will definitely admit that QR Codes are not perfect as is the case with any technology, but note that never stopped anyone from using Microsoft products. So, yes, I believe that the technology will change and mature, but this kind of mobile technology is the future of marketing and of great value to local businesses, and here's why:

Imagine two bowls, side by side on a shelf. One is priced $49.99 and the other $99.99. The bowls look the same, and based on price, the decision is easy right? The consumer flips the bowls over, the $49.99 bowl says "made in China" on the bottom and the other bowl has a signature of an artist. Well, maybe that starts to account for the price difference, but, in today's economy where people are concerned about spending, is it enough? Now, imagine the artist's bowl has a tag with a QR code, the consumer whips out their iphone/android and clicks on the QR code which takes them to a 1 minute youtube video that shows the creation of the bowl and the artist talking about the significance of the piece. In one FREE postage stamp sized square and a click, the consumer has made a direct audio visual connection with the artist and now understands the significance of the piece and the work that went into it. Suddenly the $49.99 bowl is a cheap knock-off made in China and there is no denying it.

Stay tuned for the next blog on how to effectively use a QR code. Did I mention that they are free and really easy to make?

To learn more about QR Codes, join us for "Marketing 2 Mobile" with Matt Brown in Ukiah on July 19th from 4:00-5:15.  Register here!

Tuesday, June 14, 2011

The Silence of the Blog

by Heather Gurewitz
Mendocino Women's Business Center Director

Given the number of workshops, consulting, and new programs we have been delivering, our blog has been somewhat on vacation. But, if I were one of my clients, I would tell myself, "You can't let your blog rest! It has to be working for you 24/7. Just put something short up, anything that is valuable and interesting, it doesn't have to be a full blog." And yet, with all the excitement around here, it seems to have fallen through the cracks.


Now I could offer some useful tips on how to make sure you get your blog done in busy times, but then, that would seem pretty hypocritical. However, looking back, I ask myself, "Am I really stressed about the more-than-month long silence of the blog?" No, and here's why:

The purpose of our blog is to share information and continue to develop West Company's reputation as a resource for micro and small businesses in Mendocino County. While our blog is an important part of that strategy, it is part of a whole mix of things that we do, including the actual "pedal to the metal" consulting and training. What really makes West Company a valuable resource isn't my half hour words of wisdom, but rather the work we do with clients. And we have been busy with all kinds of great events. We've been offering our "Building a Better Business" workshop series both on the coast and in Ukiah and we've been bringing in some experts to help those in business to expand their existing knowledge so they can keep up. So, while the silence of the blog has been nagging at me, it is more important to focus on the work that is going to get you closer to reaching your goals.