QR Codes: Post Purchase Power?

by Heather Gurewitz


Mendocino Women's Business Center Director

I recently noticed a QR code on the inside of my phone bill, inside the container of my commercially grown strawberries, and on some other products for post-purchase clicking. So, is there value to post purchase QR codes? I think there may be...

One of the fundamental questions I always tell my clients to ask themselves is: "Are you making it as easy and convenient as possible for people to give you their money?" If the answer is not yes, the next question is: "How can you make it easier?"

If you are sending someone an invoice with "due on receipt", it probably still goes into a pile with other bills that are due on receipt and require the writing of a check. Even if you have a "pay on-line" option, that person still has to go find your online payment system, probably set up an account and make the payment. However, if you generate a QR code (which takes about 15 seconds) to put on every bill you send out that takes people directly to their balance due with the option to pay immediately with a credit card, paypal, or even checking account, imagine the possibilities.

Your client, instead of putting the bill in the stack, clicks on the QR code which takes them to your online PayPal, Google Checkout, or other merchant account, and allows them to pay immediately via their smart phone. I wish I could offer a guarantee that this would work, but hey, it's the world of business so instead we have to review risk versus potential outcome. So, what do you risk? 15 seconds of time making a QR code and maybe another 30 pasting it into the proper spot on the invoice. What's the reward? A faster turnover of accounts receivable means more available cash for the business, resulting in you sleeping better at night because you don't have to worry about your rent check bouncing.

While I still agree that QR codes are imperfect, as mobile technology grows, so does the market. In our recent survey most people said the cost was prohibitive, but as the efficiency, applicability, and access to the technology grows, more and more people are going to be using it, especially those with purchase power. So, if they have the power, let them purchase! Make it easier for people to give you their money. It's good for your business.

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.

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!

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.

Developing Discipline

by Hannah Alexander, Administrative Support

A recent article on elephantjournal.com asks: When Did Discipline Become a Bad Word? When, indeed? A timely question when tiger mothers are making headlines alongside entrepreneurs.


Nationally, interest in small business has increased of late, which means that one can find entire sections of newspapers devoted to “Entrepreneurship” and “Small Business”, while in other parts of the newspaper fierce debate rages over how much discipline a parents exercise with their children. These two issues have a common thread: Discipline. Like it or not, discipline is necessary in both parenting and running a business.

Self-discipline is a key skill for entrepreneurs. Not in the beating-with-a-stick sense, but in the sense that you can make yourself work on your business plan when it’s a beautiful day outside, or refrain from buying billboard advertising when you really need Yellow Pages advertising.

When running a business, even when in the exploratory stages of starting an enterprise, the discipline it takes to honor commitments, combined with the ability to complete your least-favorite tasks in as timely a fashion as your favorite tasks, will serve you very well, long into the future.

You can explore what skills and talents you need to be a successful business owner with West Company in the Building a Better Business series of workshops happening now through June 2nd in Fort Bragg, running May 27th through July 28th in Ukiah. For more information call 969-7571, or, you can register online here for Fort Bragg, click here to register for Ukiah.

"Marketing Expert to Present in Fort Bragg"

By Heather Gurewitz

Women's Business Center Director
West Company

I wish I could say that our economy is going to magically going to recover, but as I tell my clients, I don't have a magic wand and I don't have a crystal ball, so I can't guarantee anything. Yes, things have been tough lately and somewhat depressing, but as a business owner, it is critical to your success to think positively about the future and position your business so that you are the master of your market niche. No, there are no guarantees, but, if you don't plan for success you are guaranteeing failure. True, people are saving right now, and also true that our economy is in a major shift, but there is a tomorrow, and the one thing you as a business owner cannot afford is not to be ready for what's coming.

West Company's purpose is to help businesses grow and expand to create jobs and create strength from the ground up, which is why West Company, through the City of Fort Bragg Community Development Block Grant is offering a two hour seminar with marketing trends expert Rieva Lesonsky of GrowBiz Media. On Wednesday, May 11th from 1:30-3:30 pm, join West Company and Rieva at the CV Start Center for "Travel, Weddings, and Luxury Products: Trends for the Future."

This dynamic presentation by one of the nation's top experts in marketing trends will address: What visitors to the coast will be looking for in seasons to come; who is getting married next and how to reach them; where and how to market art, crafts, gourmet food, and other luxury products made in Fort Bragg and on the coast.

Prior to co-founding GrowBiz Media, Lesonsky was Senior Vice President/Editorial Director of Entrepreneur Magazine. A nationally recognized speaker who regularly addresses audiences across the country, she has appeared on hundreds of radio shows and numerous local and national television programs, including CNN, Good Morning America, and the Today Show. A driving force in small business across the country, Lesonsky served on the Small Business Administration’s National Advisory Council for six years, and was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate.

There is no cost to attend "Travel, Weddings, and Luxury Products: Trends for the Future" but registration is required. To sign up call 964-7571 or visit our website.

Pondering Procrastination

By Hannah Alexander, Administrative Support

Nothing is so fatiguing as the eternal hanging on of an uncompleted task. ~William James

As a future small business owner, you have more to gain by overcoming procrastination then the average human being (and that is saying something). Because your business success will rely heavily on your being on top of your affairs, a tendency to put off less desirable tasks will have a deleterious effect on your small business’ success.


We human beings procrastinate for many reasons. Most of those reasons, plainly put, are rooted in fear of success and a lack of personal mastery. Take a moment to sit back, place your two feet on the floor, and breathe deeply. Consider: What have you been putting off? Very quietly and with compassion for yourself, consider: Why?

Interestingly, it takes patience not to procrastinate. We have to have patience with ourselves as well as patience with the task.

For more information about procrastination and how to manage it, see this link and this one.

Speaking of things you may have been putting off, the next Building a Better Business series kicks off soon with “Does Your Idea Make Cents?”, wherein you learn how to assess the feasibility of your business idea!
Find out more and sign up on line here.