I’m working with a new client who has a very good product for all of the virtuals out there–those people working in their home offices who have the occasional need for brick and mortar office facilities. I think there is a growing demand for this kind of space–at a networking event a few weeks ago, nearly everyone with whom I spoke worked virtually; and for many of these people, their corner offices are the corners of their bedrooms–not the best of places to be entertaining clients.
My new client is wisely locating his facility close to an airport so that people can fly in from various locations, have their meetings and fly back out. He is also positioned close to a big vacation market, so he will also be able to capitalize on people who are vacationing but still need to be doing business, which is most of us these days.
In terms of marketing, he wants to focus on an aggressive social media campaign, which is a good start, but he’s waffling on a website. His contact list includes a grand total of seven names and he thinks networking is a waste of time.
He’s looking forward to business ownership so he can set his own hours. I didn’t have the heart to tell him that yes, he could set his own hours, but as most of us quickly learn, those are punishingly long hours that include a lot of late nights and weekends. The reality is that as small business owners, we assume more roles than we ever thought possible–we instantly become CEO, CFO, CMO and Sales Director.
So what’s next for my new client? We’re working on a marketing plan that identifies a timeline and budget to keep us on track. We’re researching a name, I’ve talked him into a website and we’re working with a graphic designer to create a logo and branding. My most important breakthrough: He is beginning to understand that networking, cold calls and endless follow-up are absolutely critical to success.