Home Business Magazine October 2010 Issue

25+ FRANCHISE BUSINESSES RAISE INSTANT START-UP $CASH$
Home-Based Business & Opportunity Magazine OCTOBER 2010
FRANCHISE
YOUR GUIDE START-UP
FUTURE
Start a Home-Based Franchise
& Improve Your Chances for
Business Success. – Pg. 14
• Mistake-Proof Your Business Start-Up – Pg. 40
• Business Networking: Take It to the Next Level – Pg. 30
Photo courtesy of Dave Ramsey
Dave Ramsey Talks About How

to Leverage Meager Start-Up
Resources and Stack the Odds
in Your Favor. – Pg. 26
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endless
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property. specialists.
recovery specialists.
remembers,
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homeless."
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at home and and havehave money
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Christina. "This business
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focused
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been running Sierra Sierra Judgment
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predictable home-based income income
judgments
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anderrorerrorfor forsix
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civilcodes.”
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foreseeable
Christinacontacted
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aspect they've got got more
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decrease at any
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areatotosee seeifif their kids.
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can attend
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future," says Christina.
theycould
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and my husband
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turnedout,
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trips now -- he'she's usually
usually the the only dad you’d like
If you’d like information
information on on
forfor her.her. "These "These people people were were onthem.”
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starting your own home-based
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overjoyedtotogive
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Christina wants to to share
share her for their
register for their free
free guide
guide at
at
toto letlet me me keep keep 50% 50% ofof what what I I knowledge with
knowledge with others
others across
across the www.recoverycourse.com. You
www.recoverycourse.com. You
collectedfor
collected forthem,"
them,"she shesays.
says. country as
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also contact Sierra
contact Sierra
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directly by
by
theirjudgments
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calling them at (912)
(912) 882-8190
882-8190
nonohopehopeofofever evercollecting
collectingon on them.
them. recoverytraining
recovery training course.
course. In In addition, email Customer
or email Customer Support
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Christina's
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Advertisement
HOME BUSINESS
®
Magazine
Contents
The Home-Based Entrepreneur’s Magazine
September/October 2010
MARKETING & SALES
14
30 Business Networking to a New Level.
Effective networking is an essential component to success.
Tips to Protect Your Network.

30 Beware of social network-based bugs.
34 Resurrect the Dead.

Take 5 steps to recovery and to bringing back your sales contacts.
Business E-Networking. 30
Franchise Startup Guide: Connect with clients, build
Understand your obligations as a 20 your business, and boost your
bottom line.
franchise owner, how to shop for
franchise opportunities, and how to ask
the right questions before you invest.
FEATURES
Franchise Startup
14 Guide. 25+ Home-Based Franchise 50 HOME OFFICE
Businesses: Greener Business
Consumer Guide to Buying and
Starting a Franchise. Franchisees like the security of investing
50
Communications.
in established, turn-key businesses with
Save money as well as the planet.
25+ Franchise
20 Businesses.
proven operating systems, brand name
recognition, and company support.
50 Tips from ENERGY STAR.
Home-Based Business Start-Ups. Get your small/home business “green” .
26
26 Franchises and
Finances. Environmentally-Friendly Business.
Interview with Dave Ramsey, Reduce costs and increase efficiency.
Courtesy of Dave Ramsey
host of the nationally-

syndicated radio program The
Dave Ramsey Show and best- BUSINESSES & OPPORTUNITIES
selling author.
40 Mistake-Proofing Your Business.
All it takes are free online tools and search engine research with Google.
62 Home Business Directory Listings
WORK-FROM-HOME SUCCESS STORIES 62 Network Marketing Contact Listings

63-65 Classified Ads
28 The Secret to His Success.
PR man strives for hard work, focus, and doing right by his clients.
40
29 Connecting Women to Their Dreams.
Company gives women access to quality jewelry and financial futures as CEOs.
Voice of the Customer.
36 Stylish Items and Helping the Environment. Understand what customers want.
Entrepreneur creates an eco-friendly business.
37 No Longer Living on Rice and Hot Sauce.

Woman helps home business owners generate more revenue and gain more free time.
54 Three’s the Number!

Third company of an activist meets the demand for “real” home-based businesses.
55 Bringing More Toys and Stories to the Market. MONEY CORNER

Business owner expands on geography, culture, and education with fun.
46 Raising Money for Your Home Business.
29 37 Producing CEOs Here are initial funding options to consider.
and More Time.
Tory and Elena Kiam (left 46 Preparing for an SBA Loan.
with family) are the owners The SBA grants millions in loans for small businesses.
of lia sophia; Danielle
Cuomo (right) helps
business owners gain more
NEWS AND REVIEWS
time. 10 Letter from the Publisher
12 Letters to the Editor
62 Notice to readers
September/October 2010 | Home Business ®

9
HOME BUSINESS
®
Chart Your Future
LETTER FROM PUBLISHER

Magazine
with a Home-Based
Franchise
Volume 17 Issue 5, September/October 2010 Franchisors Provide a Blue Print
www.homebusinessmag.com
for Success plus Increased
The Home Business Team ®
Business Support
Publisher Richard Henderson
United Marketing & Once each year, for the September/
Research Company, Inc. October issue, Home Business Magazine®
Editor-in-Chief Stacy Ann Henderson
(HBM) publishes a “Start-Up Guide” issue.
Managing Editor Sandy Larson
Home Office Writer Gregory Grabowski, PE
This year, we focus on home-based franchises.
Feature Interviewer Deborah J. Sergeant Franchises comprise a dominant part of the home business sector, with
Feature Writer Priscilla Y. Huff their own special start-up competencies. In fact, the home business sector is
Graphic Services Tory Hobson, Slice, Inc. often described as “home-based businesses, opportunities, and franchises.”
Production Manager Jon Auld This distinguishes franchises as a
Art Direction Richard Rabil
Advertising Sales Shannon Needham
Michelle Dellner
specific category, one that focuses
on higher end, more professional- “ I would like to highlight two
new digital mediums from
”
Sales Assistant Reagan Nilsson level services, but with greater start- Home Business Magazine.
Distribution Manager Richard Trummer, Curtis up investments. An advantage of
Customer Service Monique Alponte franchises is that many have grown during the recession, to target opportunities
Call 1-800-734-7042, 9 am to 5 pm PST. that opened when larger business providers declined. More franchises can also
email: customerservice@homebusinessmag.com
Circulation Manager Mark Janusz
be operated home-based, with operations being run from the home office and
Subscriptions National Subscription Fulfillment direct services performed from a vehicle or outside office.
Call (714) 693-1866 Franchising requires a focus on key factors for success. You invest more
www.homebusinessmag.com in a franchise, but the franchisor provides a model for success combined with
Click on “Subscribe” to Order or Make increased business support. To leverage that investment, there are certain ways
Address Change
you should approach a franchise start-up, with a more detailed business plan
Subscription Manager Steve Schley
Print Manager Tina Valdez, R.R. Donnelley
that covers all start-up bases. Your success will be a result of how well you
Reprints For high-quality article reprints, any quantity, email follow that franchisor blueprint. You also need a longer term focus on the start-
Betsy White, The Reprint Outsource, up phase, which may require more time in today’s economic conditions.
bwhite@reprintoutsource.com In regards to these conditions and the economic collapse that occurred
Mailing Lists www.homebusinessmag.com at the end of the Bush Administration, I comment on ideas to prevent
(Click on “Mailing Lists” to order.)
something like this from happening again. I still believe the economy is
Mailing List Manager Danny Grubert (914) 925-2400
Digital Media Manager Jim Pappadeas, Epsilon Digital Media headed into a debt-addled depression. We cannot wish away decades of
Internet Marketing Manager Shawn Himmelberger, Himmelberger Design reckless spending and high-end tax cuts that created today’s trillion dollar
Website Development David Blankenship, Infoswell Media deficits. But the sooner we implement reform, the faster the recovery.
Internet Manager TonyQ – Webmaster One recommendation to consider is public financing of political
campaigns. This is not a “liberal idea.” The concept has support across the
Editorial political spectrum. Until we get the corrupting influence of money out of
Steve Adams, Jay Arthur, Jean Kelley, politics, economic reform is not possible. Our $13 trillion national debt is
Jim R. Sapp, and many others.
a direct result of a “pay to play” political system that puts selfish special
Distribution interests ahead of our common good. For a billion or so dollars per year, we
Curtis Circulation Company
730 River Road New Milford, NJ 07646
could eliminate corrupt lobbying influences that are primary reasons why
Tel: (201) 634-7400 Fax: (201) 634-7499 trillions of dollars are added each year to our national debt.
Another benefit of public financing of campaigns will be a higher caliber
Print Advertising
Home-Based Business Display Advertising: of elected leadership. I encourage anyone who doubts this to tune into
Shannon Needham: (949) 218-8729 C-SPAN and watch congressional floor speeches. You’ll be shocked at the
Michelle Dellner: (949)-240-7529
Advertising Main Office: (800) 734-7042; fax (714) 388-3883
low caliber of so many persons elected to high positions of power. Many
Email: advertise@homebusinessmag.com of them are the result of a corrupt system of political finance that too often
Classified Ads/Directory Listings: See pages in back of magazine. rewards political hacks and charlatans over those with true leadership ability.
For complete Advertising Information, visit the In closing, I would like to highlight two new digital mediums
“Advertise” section of www.homebusinessmag.com. from Home Business Magazine. The first is our new HBM EXPO at
E-mail: advertise@homebusinessmag.com
www.expo.homebusinessmag.com. A content channel, the EXPO upgrades
Online Advertising and replaces our old search engine and classifieds. Another development is
Advertise on the Internet at the iPad digital edition of Home Business Magazine. HBM has a “custom
HBM Online
Visit the “Advertise” section of www.homebusinessmag.com. app” on the iPad that downloads a page-by-page digital version of the print
magazine. We have NO barriers to digital reader access. Thousands have
Home Business® Magazine downloaded it already, and click-through rates are off the charts. The iPad
Home Business Magazine (ISSN 1092-4779)
is published bi-monthly by is shaping up to be the dominant medium in publishing’s digital future.
United Marketing and Research Company, Inc., HBM continues to be the industry leader in taking you into that digital
20664 Jutland Place, Lakeville, MN 55044.
One Year Subscription Rates: Domestic $19. age. Don’t be left behind!
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POSTMASTER: Send address changes to Home Business® Magazine,
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Printed in the United States Publisher, Home Business® Magazine
10 Home Business ®
| September/October 2010 www.homebusinessmag.com
Or Call Today: 888-475-4526
MOBILE APP $$$S
Coming Out of the Recession — Creating an Opportunity Mindset
STING BUSINESSES
50+ RECESSION-BU
DEAR HOME BUSINESS
It’s dominated the news for a year. It’s been described as difficult, daunting, and
even devastating. It’s the recession. But no crisis can last forever. One day soon, the
AUGUS T 2010
Home-Based Bus
iness & Opportu
nity Magazine recession will be nothing but a memory. And, if your readers act expeditiously, they
Special
Has This Entrepr

eneur Success
Issue!
can capitalize on the business opportunities created by the recession. The recession
FOUND the continues to present what may be the greatest opportunity your readers will ever
have to advance their businesses, accelerate strategy, and gain significant market
SECRET
to Home-Based
Business
share over the competition.
SUCCESS? Joe Calloway, partner in Engage Consulting Group

d
10 Home-Base
AR-EARNING author of “Becoming a Category of One”
MILLION-DOLL preneur,
Share Frank McKinney, Entre-Capi
Entrepreneurs talist”
Author & “Phila
nthro
their Secrets.
– Pg. 14
EURS”
www.joecalloway.com
“SISTER-PREN
(615) 383-2249
OWNER
E-COMMERCE
ORS
PRODUCT INVENT
HOME-BASED
CONSULTANT
INESS FINANCING —
Pg. 46 From the Editor: This issue’s cover story and theme encourages entrepreneurs to create “home-based
VERT DEBT INTO BUS
EIGHT WAYS TO CON franchise” opportunity mindsets to prevail in spite of the recession.
Keep Score in Business to Win Unplug Today — Focus on Tomorrow know if their loyalty program is giving them the
return they’re looking for? These days, repeat
Get a group of businessmen together and What if there was a way to predict the
business is more important than ever, and your
inevitably the discussion turns to sports. It challenges of tomorrow and stop them from
readers need to keep customers coming back in
doesn’t matter what season it is — baseball, ever happening? Short of having a reliable
a cost-effective way.
basketball, football, hockey, etc. — someone crystal ball, most people believe such a concept
can rattle off statistics about every player and is impossible. In reality, your readers can solve Jeffrey Harris, SHC Direct
every game. While many of these businessmen tomorrow’s problems today. They can face www.shcdirect.com
(and women) can tell you about the runs, hits, challenges from outside factors by making
and errors in their favorite team, few can recite changes inside their organizations. From the Editor: Remember the adage
important statistics about their own company. regarding the 80/20 Rule in which 80% of your
Dan Burrus, CEO of Burrus Research business will be generated from 20% of your
Jay Arthur, consultant and author www.burrus.com customers. Be good to your customers to maintain
http://www.qimacros.com/freestuff.html their loyalty.
(888) 468-1537 Communication is the Key
Believe it or not, you are free to form your Re-Establishing Previous Customer
3 Lessons Kids Teach You about corporation in any of the 50 states or the Relationships isn’t Enough
Business Success District of Columbia. And since each of these As the economy hints at making a rebound,
Children are fascinated with new things and new 51 locations has its own tax structure, start-up markets are becoming more competitive.
people — quite happy and fearless about taking costs, and regulations, defaulting to your own Your readers’ customers are cautiously
on unknown challenges and meeting strangers. As home state might not be in the best interest of beginning to spend their tightly held dollars,
adults, we’re often hesitant, anxious, and fearful your business or your bottom line. and many companies are realizing that
about tackling new obstacles or changes, even if simply re-establishing their previous customer
there is an opportunity to gain new knowledge Lee Froschheiser, CEO of Map Consulting relationships isn’t enough. In this new market,
and get ahead of the competition. And most co-author of “Vital Factors, The Secret to your readers are faced with two dilemmas: first,
Transforming Your Communications” how to acquire new customers and increase
adults certainly don’t trust strangers, even though
1-888-834-3040
each one has the potential to be a new colleague, the number of products and services purchased
www.MapConsulting.com
client, or supervisor. What if we could go back to per customer, while maintaining the high-level
those fearless days? There are things within our responsiveness customers have come to expect;
control that will make strangers, colleagues, family The Customer Loyalty Planning and second, how to transform their service-
members, and clients want to open up to us. Process based employees’ behaviors into service-selling
Most of your readers have a customer loyalty behaviors, that increase their customer base and
Brian Sullivan, sales expert program of some kind or another. But how bottom line.
author of “20 Days to the TOP — How the many of them thought it through before they
PRECISE Selling Formula Will Make You Your initiated it? Did they create one just because Walt Zeglinski, CEO & Chief Client Advocate
the competition had one? And how many really for Integrity Solutions
Company’s Top Sales Performer in 20 Days or Less”
wzeglinski@IntegritySolutions.com
602-253-5700
We appreciate your feedback and work-from-home success
stories for review and consideration. Please send both www.IntegritySolutions.com
via e-mail to: editor@homebusinessmag.com, or via
postal mail to: HOME BUSINESS® Magazine,
20664 Jutland Place,
Lakeville, MN 55044.
12 Home Business ®
FRANCHISE
Startup Guide
Consumer Guide to Buying and
Starting a Franchise
Excerpted from the Federal Trade Commission Understand your obligations as a franchise owner, how to shop
for franchise opportunities, and how to ask the right questions
before you invest.
F E AT U R E
M
any people dream of being an The Cost Franchisors may impose design or
entrepreneur. By purchasing and In exchange for obtaining the right to use appearance standards to ensure
starting a franchise, you often the franchisor’s name and its assistance, you customers receive the same quality of
can sell goods and services that have instant may pay some or all of the following fees. goods and services in each outlet. Some
name recognition, and can obtain training ■ Initial franchise fee and other expenses. franchisors require periodic renovations
and ongoing support to help you succeed. Your initial franchise fee, which may or seasonal design changes.
But be cautious. Like any investment, be non-refundable, may cost several ■ Restrictions on goods and services
purchasing a franchise is not a guarantee thousand to several hundred thousand offered for sale. Franchisors may restrict
of success. dollars. You may also incur significant the goods and services offered for sale.
costs to rent, build, and equip an outlet ■ Restrictions on method of operation.
BENEFITS AND RESPONSIBILITIES OF and to purchase initial inventory. Other Franchisors may require you to
FRANCHISE OWNERSHIP costs include operating licenses and operate in a particular manner. The
To help you evaluate whether owning a insurance. You also may be required franchisor might require you to operate
franchise is right for you, the Federal Trade to pay a “grand opening” fee to the during certain hours, use only pre-
Commission (FTC) has provided this franchisor to promote your new outlet. approved signs, employee uniforms,
information. It will help you understand ■ Continuing royalty payments. You may and advertisements, or abide by certain
your obligations as a franchise owner, have to pay the franchisor royalties accounting or bookkeeping procedures.
how to shop for franchise opportunities, based on a percentage of your weekly The franchisor also may require you
and how to ask the right questions before or monthly gross income. You often to purchase supplies only from an
you invest. must pay royalties even if your outlet approved supplier.
A franchise typically enables you, the has not earned significant income ■ Restrictions of sales area. Franchisors
investor or “franchisee,” to operate a business. during that time. In addition, royalties may limit your business to a specific
By paying a franchise fee, you are given a usually are paid for the right to use the territory.
format or system developed by the company franchisor’s name.
(“franchisor”), the right to use the franchisor’s ■ Advertising fees. You may have to pay Terminations and Renewal
name for a limited time, and assistance. For into an advertising fund. Some portion You can lose the right to your franchise if
example, the franchisor may help you find a of the advertising fees may go for you breach the franchise contract. In addition,
location for your outlet; provide initial training national advertising or to attract new the franchise contract is for a limited time;
and an operating manual; and advise you on franchise owners, but not to target there is no guarantee that you will be able to
management, marketing, and personnel. Some your particular outlet. renew it.
franchisors offer ongoing support such as ■ Franchise terminations. A franchisor
monthly newsletters, a toll free 800 telephone Controls can end your franchise agreement
number for technical assistance, and periodic To ensure uniformity, franchisors typically if, for example, you fail to pay
workshops or seminars. control how franchisees conduct business. royalties or abide by performance
While buying and starting a franchise may These controls may significantly restrict standards and sales restrictions. If
reduce your investment risk by enabling you your ability to exercise your own business your franchise is terminated, you may
to associate with an established company, judgment. The following are typical examples lose your investment.
it can be costly. You also may be required of such controls. ■ Renewals. Franchise agreements
to relinquish significant control over your ■ Site approval. Many franchisors pre- typically run for 15 to 20 years. After
business, while taking on contractual approve sites for outlets. This may that time, the franchisor may decline to
obligations with the franchisor. increase the likelihood that your renew your contract. Also be aware that
Below is an outline of several outlet will attract customers. The renewals need not provide the original
components of a typical franchise system. franchisor, however, may not approve terms and conditions. The franchisor
Consider each carefully. the site you want. may raise the royalty payments, or
■ Design or appearance standards. impose new design standards and sales
restrictions. Your previous territory may
be reduced, possibly resulting in more
“In exchange for obtaining the right to use the franchisor’s competition from company-owned
outlets or other franchisees.
name and its assistance, you may pay… fees.
” Continued on page 16
14 Home Business ®
Franchise Start-up Guide
Continued from page 14
PRELIMINARY CONSIDERATIONS Competition

Before investing in a particular franchise What is the level of
system, carefully consider how much competition, nationally
money you have to invest. For additional and in your community?
information, read the “Franchise Financing” How many franchised and
side bar in this article and the “Raising company-owned outlets does
Money for Your Home Business” article in the franchisor have in your The franchisor may help you find a location for your outlet;
provide initial training and an operating manual; and advise
this issue. area? How many competing you on management, marketing, and personnel.
companies sell the same or
SELECTING A FRANCHISE similar products or services?
F E AT U R E
Like any other investment, purchasing Are these competing companies well- the company’s name. The more widely
a franchise is a risk. When selecting a established, with wide name recognition recognized the name, the more likely
franchise, carefully consider a number in your community? Do they offer the it will draw customers who know its
of factors, such as the demand for the same goods and services at the same or products or services.
products or services, likely competition, the lower price?
franchisor’s background, and the level of Training and Support Services
training and support you will receive. Your Ability to Operate the Business Another reason for purchasing and
Will you be able to operate your outlet starting a franchise is to obtain training
Demand even if the franchisor goes out of business? and support from the franchisor. What
Is there a demand for the franchisor’s Will you need the franchisor’s ongoing training and ongoing support does the
products or services in your community? Is training, advertising, or other assistance to franchisor provide? How does their
the demand seasonal? For example, lawn and succeed? Will you have access to the same training compare with the training for
garden care or swimming pool maintenance or other suppliers? Could you conduct the typical workers in the industry? Could
may be profitable only in the spring or business alone if you must lay off personnel you compete with others who have more
summer. Is there likely to be a continuing to cut costs? formal training? What backgrounds do
demand for the products or services in the the current franchise owners have? Do
future? Is the demand likely to be temporary, Name Recognition they have prior technical backgrounds or
such as selling a fad food item? Does the A primary reason for purchasing a special training that helps them succeed?
product or service generate repeat business? franchise is the right to associate with Do you have a similar background?
16 Home Business ®
Franchisor’s Experience entrepreneur can successfully manage a promises of guidance, training, and other
Many franchisors operate well-established franchise system. support may be unreliable.
companies with years of experience both in Carefully consider how long the franchisor
selling goods or services and in managing a has managed a franchise system. Do you feel
“
franchise system. Some franchisors started comfortable with the franchisor’s expertise? To ensure uniformity,
by operating their own businesses. There If franchisors have little experience in
is no guarantee, however, that a successful managing a chain of franchises, their franchisors typically control
how franchisees conduct
Considering Your Abilities and Goals
The following checklist may help you make your decision about purchasing and
starting a franchise.
Growth
business.
”
Your Abilities A growing franchise system increases
■ Does the franchise require technical experience? the franchisor’s name recognition and may
enable you to attract customers. Growth
■ What skills do you have? alone does not ensure successful franchisees;
■ What specialized knowledge or talents can you bring to a business? a company that grows too quickly may not
be able to support its franchisees with all the
■ Have you ever owned or managed a business?
promised support services. Make sure the
Your Goals franchisor has sufficient financial assets and
■ What are your goals? staff to support the franchisees.
■ Do you require a specific level of annual income? Shopping at a Franchise Exposition
■ Are you interested in pursuing a particular field? Attending a franchise exposition allows
you to view and compare a variety of
■ How many hours are you willing to work?
franchise possibilities. Keep in mind that
■ Will franchise ownership be your primary or part-time source of income? exhibitors at the exposition primarily
■ Would you like to own several outlets or only one? want to sell their franchise systems. Before
Continued on page 18

17
you attend, research what

type of franchise best suits
your investment limitations,
experience, and goals. When you
attend, consider the amount you
feel comfortable investing and
the maximum amount you can
afford. Consider the industry that
appeals to you, is best suited for
you to work in, and that offers
more realistic opportunities.
F E AT U R E
Comparison shop by visiting

several franchise exhibitors When selecting a franchise, carefully consider
engaged in the type of industry a number of factors, such as the demand for
the products or services, likely competition, the
that appeals to you. Listen to
franchisor’s background, and the level of training and
the exhibitors’ presentations and support you will receive.
discussions with other interested
consumers. executives of the franchise system and
describes their prior experience. Consider
INVESTIGATING THE FRANCHISOR’S not only their general business background,
OFFERING but their experience in managing a franchise
Do not sign any contract or make any system. Also consider how long they have
payment until you have the opportunity been with the company.
to investigate the franchisor’s offering
thoroughly. The FTC’s Franchise Rule Litigation History
requires the franchisor to provide you The disclosure document helps you assess
with a disclosure document containing the background of the franchisor and its
important information about the franchise executives by requiring the disclosure of
1/3 pg. system. Study the disclosure document.

Take time to speak with current and former
franchisees about their experiences. Have
prior litigation. The disclosure document
tells you if the franchisor, or any of its
executive officers, has been convicted of
an attorney review the disclosure document felonies involving, for example, fraud, any
AD and franchise contract and have an

accountant review the company’s financial
disclosures.
violation of franchise law or unfair or
deceptive practices law, or is subject to
any state or federal injunctions involving
similar misconduct. It also will tell you if the
Disclosure Documents franchisor, or any of its executives, has been
Before investing in any franchise system, held liable or settled a civil action involving
be sure to get a copy of the franchisor’s the franchise relationship.
disclosure document, sometimes called
a Franchise Offering Circular. Under the Bankruptcy
FTC’s Franchise Rule, you must receive The disclosure document tells you if
the document at least 10 business days the franchisor or any of its executives has
before you are asked to sign any contract recently been involved in a bankruptcy.
or pay any money to the franchisor. You This will help you to assess the franchisor’s
should read the entire disclosure document. financial stability and general business
Make sure you understand all of the acumen and predict if the company is
provisions. The following outline will help financially capable of delivering promised
you to understand key provisions of typical support services.
disclosure documents. It also will help you
ask questions about the disclosures. Get a Costs
clarification or answer to your concerns The disclosure document tells you the
before you invest. costs involved to start one of the company’s
franchises. It will describe any initial
Business Background deposit or franchise fee, which may be non-
The disclosure document identifies the refundable, and costs for initial inventory,
“ Do not sign any contract or make any payment until

you have the opportunity to investigate the franchisor’s
offering thoroughly.
”
18 Home Business ®
Incorporate
signs, equipment, leases, or rentals. The
following checklist will help you ask about
potential costs to you as a franchisee.
■ Continuing royalty payments.
■ Advertising payments to local and
national advertising funds.
■ Initial business promotions.
■ Business or operating licenses.
■ Product or service supply costs.
for as little
as $99
■ Real estate and leasehold improvements.
■ A computer system.
■ Training.
■ Legal fees.
■ Financial and accounting advice.
■ Insurance.
■ Compliance with local ordinances.
■ Health insurance.
Visit www.incorporate.com
■ Employee salaries and benefits.
or call 800-453-9594
It may take several months or longer to
get your franchise started. In your total cost
estimate, include operating expenses for the
first year and personal living expenses for
up to two years.
®
Restrictions
Your franchisor may restrict how
you operate your outlet. The disclosure
document tells you if the franchisor limits:
■ The supplier of goods from whom you
may purchase.
■ The goods or services you may offer for
Cleanout Foreclosures
sale.
■ The customers to whom you can offer
goods or services.
■ The territory in which you can sell
goods or services.
Turn a truck, some tools and some
Terminations
The disclosure document tells you the
cleaning products into real money!
conditions under which the franchisor Your book is phenomenal!
may terminate your franchise and It contains all the important
info my partners & I were
your obligations to the franchisor after
e
plet
looking for. Your decision
termination. It also tells you the conditions ,
under which you can renew, sell, or assign Com Manualrms ls to share your years of
t u p s F o
teria
experience with us will save
Star sine g Ma
s
your franchise to other parties. u in our company from making
ith B rket
CD w nal Ma costly mistakes. I like the
ssio
rofe
Training and Other Assistance way you’ve organized the
The disclosure document will explain
the franchisor’s training and assistance
&P
Just
$ chapters to show what to do
from beginning to the end
of the job. The sidebars are
program. The level of training and Start your own
fun & informative.
recession-proof
assistance you need depends on your own business today! – Linda M., Arizona
business experience and knowledge of the
franchisor’s goods and services. Keep in Make good money cleaning out and maintaining The manual was a big help
mind that primary reasons for investing in foreclosures. Step by step you’ll learn how to: in starting my business,
the franchise, as opposed to starting your as of today I have my sixth
t Start your business regardless of age, gender, or race... job (work order) and two
own business, are training and assistance. If t Begin using just basic tools you probably already have... national clients.
you think the training might be insufficient t Build your income limited only by how hard you want to work!!! – Shawn T., Ohio
to handle day-to-day business operations,
consider another franchise opportunity Perfect Full Time, Part Time or Home Based Business!
more suited to your background. ZZZFOHDQRXWIRUHFORVXUHVFRP
Author J T Stewart shares the secrets of his start-up and 10 years of success.

19
25+ BEST
Franchise Businesses
Home-Based Business Start-Ups
By Priscilla Y. Huff
M
any frustrated job-seekers and proficiency in specific skills
workers, whose hours/wages have and other areas to increase Some franchise opportunities can be operated, part-time,
F E AT U R E
been cut back; retirees; recent their businesses’ profits. allowing franchisees (the buyers) to earn money at regular jobs
graduates, and those seeking new career Success Tips: Professional while they learn their franchises’ operations.
directions are considering purchasing franchise coaches exhibit patience
opportunities like those featured in regular and work on a collaborative ceilings, windows, and other designated
issues of Home Business® Magazine. They like relationship, a type of partnership with their areas. Stay current with the latest machines
the security of investing in established, turn- clients. Many business coaches find success and methods to stay ahead of your
key businesses with proven operating systems, specializing in the industry-professions competition. Encourage referrals from
brand name recognition, and company in which they are familiar. Market your satisfied clients.
support. Some franchise opportunities can be services to business owners’ organizations. Suggested Resources:
operated, part-time, allowing franchisees (the Suggested Resources: *Cleaning Consultant Services, Inc. - www.cleaningconsultants.com –
buyers) to earn money at regular jobs while *International Coaching Association - www.coachfederation.org/. information, publications.
they learn their franchises’ operations. *Co-Active Coaching, 2nd ed.: New Skills for Coaching People *Cleaning Up for a Living, 2nd ed. by Don Aslett, Mark Browning.
Toward Success in Work and Life by Laura Whitworth.
Here are 25+ home-based franchise- 5. Computer (IT) Consultant
business opportunity ideas for you to 3. Children’s Instruction-Tutoring At the speed that technology is
consider: With school districts cutting back on changing, business owners, independent
staff and extracurricular activities, parents professionals, and individuals often lack
HOME-BASED FRANCHISE BUSINESS IDEAS and organizations hire instructors to tutor the time or expertise to set up and/
children, teens, and those with special needs or maintain their computer systems.
1. Auto-Services (Mobile) in subject areas in which their pupils need Computer consultants install, repair, and
Strapped for cash caused by the slow extra help. Parents also often enroll their train their clients’ and business owners’
economy, many people are working odd children in recreational and hobby courses employees how to operate their systems
hours or multiple jobs and need their cars for enrichment purposes. and software. They also analyze and
and trucks to get to work. By performing Success Tips: Enjoying helping children recommend the best networks for their
vehicle services such as washing and learn and having a thorough background, business’ operations or individuals’ goals.
detailing; glass tinting; or small repairs at including certification or licensing in the Success Tips: You should have the
their places of work or at their homes, your areas you will teach, are important criteria education and training in the latest systems
clients will not have to have their vehicles in to have. Stay current with educational and programs in order to provide your
a service garage all day. trends and any necessary courses you may clients with the advice and solutions they
Success Tips: Survey your area for the be required to have to teach. need to operate. Clients will appreciate
mobile auto-service opportunity with the Suggested Resources: prompt, fast, and problem-solving service to
most profit potential. Then research one *National Tutoring Association - www.ntatutor.com/. get them back to working on their projects.
or more of the opportunities that interest *Tutoring as a Successful Business - An Expert Tutor Shows You How Choose a computer business opportunity
you; and ones that will utilize any auto- by Eileen Kaplan Shapiro. that works in the technological areas you
repair experience or training you have prefer and/or have had previous experience
had. Market your automotive services to 4. Commercial Cleaning or training.
local employers. Business owners, organizations, schools, Suggested Resources:
Suggested Resources: and property managers continue to hire *Building the IT Consulting Practice by Rick Freedman.
*Mobile Auto Detailing Company by Tim Roncevich, Steven Primm. quality professionals to clean and maintain *Independent Computer Consultant Association www.ICCA.org.
their buildings and facilities. Concerned
2. Business Coach with cleaning chemicals that are toxic to 6. Disaster Restoration & Cleaning
Entrepreneurs, executives, and humans and the environment, many clients No matter where you live, freak weather
professionals hire business coaches to prefer to contract professionals who use occurrences, floods, fires, burst plumbing
evaluate their own personal performances “green” cleaning methods and solutions. pipes, and other unexpected events and
and how these actions have impacted their Success Tips: Cleaning business natural disasters often result in damaged
work and business outcomes. Coaches have opportunities range from general cleaning homes and buildings. In this business you
clients set goals to improve their clients’ to specialized clean-up of carpets, blinds, are a specialist in cleaning and removing
the debris, mold, and other residue from the
“services…at
buildings and spaces adversely affected by
Save working people time by performing vehicle these happenings.
their places of work or homes.
”
Success Tips: Previous work experience
20 Home Business ®
25+ Franchise Businesses
will help you to better assess the damage to your clients’

structures and provide the best clean-up solutions. Network
with governmental disaster agencies and officials; and property
insurance companies for referrals and to be compliant with
any regulated disposal methods. Provide prompt and quality
service so your clients’ personal and business lives can quickly
return to normal.
Suggested Resources:
*Center for Disease Control’s “Clean Up Safely After a Disaster” – article(s) about safe clean-up proce
dures: www.bt.cdc.gov/disasters/cleanup/..
*U. S. Government resources for disaster clean-up and precautions:
F E AT U R E
www.business.gov/manage/emergency-preparedness/cleanup.html.
7. Energy Saving Consulting

Rising fuel costs, the trend to “go green,” and changing
environmental impact laws are creating the need for specialists to
review business and property owners’ current energy usage. They
help their clients reduce operating costs and explore alternative
“greener” energy sources.
Success Tips: It is helpful to have prior education and/or
training in this field. Network with local, state, and federal
energy officials for information on current programs that can
benefit your clients. Stay current with the latest “green” energy
technology news.
*U. S. Department of Energy’s Office of Energy Efficiency & Renewable Energy:
www.eere.energy.gov/ - Energy information portal.
*AltenergyMag - www.altenergymag.com/ - electronic magazine featuring news, information on
alternative energy.
8. Financial Planning
With a financial crisis in many sectors of our economy, people
and business owners are looking for better methods to manage
Make Money... Run A their money and stay solvent. Financial counselors assist clients in
finding ways to reduce their expenditures, invest wisely, plan for
CITY GUIDE retirement, and reach other financial goals.

Success Tips: Experts in finance have the necessary certification,
licensing, and the education to offer their services. Many will
Calling Everyone specialize in helping entrepreneurs, the elderly, and other niche
,W¶V6R6LPSOH groups. Networking with financial institutions, accounts, lawyers,
who wants to
Sell ads on your and other agencies will help you receive business referrals. You
make MONEY!!!
Online City Guide should be patient, non-judgmental, and offer practical solutions
website and You in helping your clients plan their financial futures.
keep 100% of ALL Suggested Resources:
*Financial Planning Association (FPA)- www.fpanet.org/; certification, articles.
your income!
*Getting Started as a Financial Planner by Jeffrey H. Rattiner.
9. Food Specialties
Get Started The popularity of cable television food channels has
increased the demand for different types of prepared foods
for Less
and beverages to be delivered or prepared on-site for meals
than $200
or parties. With less time to shop, people also like to send
both the traditional and the latest food and drink specialties
No Contracts! Start Today! as gifts or for special occasions and celebrations.
RunACityGuide.com
Limited to ONE site per City. Is your City still Available?
“Many business coaches find
success if they specialize in the
Call 800-257-5308 industry-professions in which they
or visit www.runacityguide.com are familiar.
”
22 Home Business ®
How An Out Of Work Former Carpet
Cleaner From Arizona Accidently
Made $52,923 In 5 Days Flat!*
"It's so simple, it's embarrassing," he says... and
he INSISTS, "Anybody can do what I'm doing...
it's just not that hard."
Plus... he'll teach you for FREE, if you want!
Do you think making money is easy? Luke Jaten does...

and he's been proving it for the last 7 years, by setting up
simple money making postcard projects that churn out cash
like an ATM machine every day.
Are you ready for the punchline? He claims to have

Parents often enroll their children in recreational and hobby stumbled onto this unusual method of making money with
courses for enrichment purposes. postcards and voicemail by accident. "It was unbelievable, I
spent three maybe four hours total putting that first project
Success Tips: Attend franchise and business opportunity shows;
together "says the former carpet cleaner, "When it brought in
as well as food specialty trade shows to get an idea what food
$52,923 in 5 days... selling a $59 product - and I didn't have to
trends are growing in popularity. Conduct market research in
talk to anyone or do any selling, I was stunned!"
your area to see what foods potential customers are interested in.
Join a local business owners’ organization to find opportunities
Here's the best part: He swears he can show you how to set
to highlight your company and get referrals for additional work.
up your own money making postcard project. In fact he’ll give
you $500 bucks if it doesn’t work for you. You’ve really got to
*National Association for the Specialty Food Trade – www.specialtyfood.com.
see it for yourself. Go to his website right now... and watch the
*How to Start and Operate a Meal Delivery Service by Rob Spina.
10 MINUTE VIDEO THAT SHOWS YOU HOW:
10. Fitness Programs 88postcards.com
With estimates that one-third of American adults and *See proof of claims on his website.
children are obese, health professionals are urging people
to improve their diets and exercise more. You can invest in
a fitness business that offers dance, fun-fitness programs,
and others activities that people will enjoy participating
in while getting in shape. Personal trainers and weight TWO THOUSAND
PER DAY !
counselors are also in demand to help people plan healthy
regimens that fit their goals and schedules.
Success Tips: You should not only be a healthy example,
yourself, but also have the qualifications and training
to safely direct these programs and to help clients reach That's right, according to the
their fitness goals. Make sure your clients have their
doctors’ permission to undertake any exercise programs.
National Center for Missing
Network with other professionals such as dieticians and/ Children, over 2000 children are
or nutritionists for referrals and/or joint collaborations on reported missing in the USA, EVERY DAY!
certain projects. That's an average of 40 children missing from every State, EVERY DAY!
Suggested Resources: CALL NOW to receive FREE information on how to earn an incredible in-
*American Council on Exercise - www.acefitness.org. come helping parents to protect their children in these dangerous times.
*Consumer Information Center - www.pueblo.gsa.gov.
GUARANTEED, AWARD WINNING SERVICE
11. Handyman (Woman) Services GUARANTEED, AWARD WINNING BUSINESS
Many older individuals, busy couples, landlords, and real The only child safety company
estate agents have a long list of small (and sometimes large) and home business to be A+
fix-it jobs in their houses or buildings that they prefer to rated by the BBB
have an expert handy-person do. Installing new light fixtures, CALL NOW
fixing windows and screens, and replacing faucets are just
samplings of the many jobs you will be asked to do in this 1-800-488-2445 24hrs.
much-needed service. or visit www.childsafetybiz.com
Success Tips: Though not required, being licensed in electrical Comprehensive Business Packages
and plumbing skills will help qualify you as an expert. Enroll in begin at just $299 "Child Shield, U.S.A. was
started to prevent children
local technical school courses if you need to hone your repair- CHILD SHIELD, USA from becoming missing and
installation skills. Prompt response to jobs and quality work will America's Protector of to help find them!"
help build a solid network of satisfied and repeat customers who Children since 1990 ( -Oprah Winfrey)
will be happy to promote your business with many referrals. FREE 20 PG. INFORMATION PORTFOLIO

23
Suggested Resources: 12. Internet & E-commerce Consulting

*How to Start a Home-Based Handyman Business…by Terry Business owners, of both brick and mortar
Meany. establishments and those with e-commerce
*”New Complete Do-It-Yourself Manual”, Reader’s Digest. sites; self-employed professionals; and
creative types all seek advice as to the
best methods to market themselves and
their web sites. Many Internet consultants
specialize in advising those in specific
industries or professions so they will stand
out from their competitors.
Success Tips: Write related articles in
F E AT U R E
business and trade journals; produce a blog

and e-newsletter; conduct workshops at
trade shows and business conferences; and
speak to targeted groups to promote your Concerned with cleaning chemicals that are
expertise. Staying current with the latest toxic to humans and the environment, many
methods of Internet marketing including the clients prefer to contract professionals who
use of social networks, will broaden your use “green” cleaning methods and solutions.
appeal to potential clients.
Suggested Resources: attention of potential customers. Consider
*How to Be a Successful Internet Consultant by Jessica Keyes, opportunities that use the newer DOOH
AMACON, 2002. (digital out-of-home) advertising screens
*Marketing Plan Handbook for Business and E-Business (book & and devices. Offer promotional packages to
software) by Marian Burk Wood. fit clients’ budgets.
Success Tips: Keep up with the latest
13. Outdoor Advertising outdoor advertising trends. Having a sales
Supply business owners with eye-catching and marketing background will help you
Computer consultants analyze and outdoor signs, billboards, vehicle wraps analyze what type of promotional signage
recommend the best networks for their (advertising), and other unique outdoor will best fit your customers’ advertising
clients’ business operations... advertising methods to capture the goals. Networking with business ownership
“Average Joe”
STOP WORRYING ABOUT MONEY…
Let this
show YOU
Uhhow to
t make
k an extra
t
$500-$1,000 a week!
I went from 60 hour work weeks, not seeing my family and almost having a
break down to now working about 60 minutes a day! This program is that easy!
I earn between $500-$1,000 a week mailing out 1,000 to 2,500 post cards.
(Sometimes A LOT more!) There’s no catch or gimmick involved here—I
c h u ltz assure you! What’s even more exciting is that I’m 100% convinced you can
mS
copy exactly what I’m doing!
Ti Contact me today to find out why this little half page ad is

one of the most responded to ads in this entire magazine!
Call today 1-800-763-1977 (Recorded Message - 1 Min.)

Then go to www.TheAverageJoeOnline.com for more info!
24 Home Business ®
organizations will increase your potential
customer referrals.
*How to Make Money in Billboards (e-book) -
www.mybillboardbiz.com/.
*Outdoor Advertising Association of America - www.oaaa.org/.
14. Pet Services (Mobile)

With recent statistics revealing that over
60% of U. S. households have at least one
pet (www.americanpetproducts.org/), pet
owners seek a variety of pet-related services.
These include on-site grooming, exercising,
training, sitting, and transportation. You
can also sell an endless variety of pet
products on the side or full-time.
Success Tips: Many pet service providers
use their previous experience and/or training
to specialize in the types of animals and/or
specific breeds of animals with which they
work. They may also teach pet owners how Financial counselors assist clients in finding ways to reduce their expenditures, pay off
to properly care for and train their pets. debts, plan for retirement, and reach other financial goals.
*Pet Care Services Association - www.petcareservices.org/.
*Pet care services business information - www.mypetbusiness.com/. services. Your duties may involve Success Tips: Prior experience
shopping, running errands, driving them and training with older populations
15. Senior Services (In-Home, Non- to appointments, and doing repairs and are important so you understand
Medical and Personal Care) other basic chores for those who cannot their needs. You and any staff should
Enable seniors to live independently drive or are somewhat limited in their demonstrate respect, patience, and
by assisting them in basic, non-medical abilities to do essential daily tasks. Continued on page 44
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25
Finances and
Photo Courtesy Of Dave Ramsey.

Franchises
Radio Host and Financial Author Dave Ramsey Talks About
Ways to Succeed Operating a Franchise or Any Business
By Deborah Jeanne Sergeant
D
ave Ramsey is no stranger to build- go into business is to make money. You have
F E AT U R E
ing new business enterprises. With to work hard at it. If you’re not passionate
no start-up capital, he grew his net about it, you’ll burn out so fast that it is
worth to more than $1 million by age 26 but incredible. First and foremost, it should
lost it all through poor money management. be something you’re passionate about it.
He went back to his “first love,” real estate, Second, is it a unique operating process/
to get out of debt. To figure out where he product line? (Is it unique where it cannot
went wrong, he interviewed dozens of older, be duplicated?) Third, is it a national brand
wealthy people. Through writing books and that’s recognizable? They should have a
a syndicated radio program, he began to quality control process. Dave Ramsey hosts a self-named radio program
broadcast by more than 450 stations nationwide.
share their wisdom and the insights he gained HBM: What are a few common mistakes
from his own experience. people make when investing in a home
Home Business® Magazine business franchise? or copiers I’ve “got to have” or office
recently sat down with Dave and asked DR: They don’t dig into it further than the furniture within the home. The creature
him about business franchises and effective materials given to them by the company. You comforts we tend to rationalize as “business
entrepreneurship. need to talk to the competitors and 20 to expenses I can write off.” Poorly purchased
advertising. They lurch into the advertising
“With a franchise, ask the most successful franchisees

what they did. Ask the bottom five guys what they did and
market without learning anything about it. I
can’t tell you how many home businesses are
almost in bankruptcy court over a Yellow
avoid it. – Dave Ramsey, www.daveramsey.com
Home Business® Magazine (HBM): How
” 50 franchisees. {The company] needs to give
Pages ad only to find out that the Yellow
Pages ad isn’t where their market will look
for them, and it cost more than they thought.
can entrepreneurs pick the right kind of you the five best that give you the song and HBM: How can home businesses advertise
home business franchise? dance. You also need to talk to the five worst. effectively?
Dave Ramsey (DR): It’s a lot like picking the Ask the competitors if they have a better deal DR: Instead of just purchasing an ad
right business to go into. The only reason to and why didn’t they go with the brand you’re campaign, target test and measure. Give
looking into. Get them to talk bad about the an ad a small try. If the response is enough
company you’re looking at, but realize they to pay for the ad, make it larger. With a
Photo Courtesy Of Dave Ramsey.
may have mixed motivations. franchise, ask the most successful franchisees
HBM: What are some effective means of what they did. Ask the bottom five guys what
promoting a home business franchise? they did and avoid it.
DR: Anytime you open a business, you have HBM: On your site, you state that you give
to be effective in promoting whether it’s a “biblically-based advice” to clients. Why?
franchise or not. You’ll need to learn to be a DR: I’m a Christian. Years ago, I went broke,
Web marketer extraordinaire. There’s plenty so I decided to run every part of my life
of material out there. according to the Bible. It sounds hokey, but
HBM: How can entrepreneurs make money it works. You run your marriage that way,
when they don’t have much or any capital to and it works. It will work with business,
start a business? too, and finances. Treat people like you
DR: We started on a card table in our living want to be treated. Instead of working out
More About Dave Ramsey room, and we have a multi-million dollar an ethics policy, this is a pretty simple thing.
Dave Ramsey hosts the nationally-syndicated company and we know it can be done It’s not rocket science: It’s living life well and
radio program The Dave Ramsey Show without borrowing a dime. It takes a while enjoying the people in your business.
(heard on more than 450 stations), pens to get it started and to turn the wheel over,
best-sellers, including The Total Money Deborah Jeanne Sergeant writes magazine
Makeover, and heads The Lampo Group,
but the next time it’s easier and the next few
articles, Web copy, and marketing materials from
which advises consumers on how to hundred times, it’s easier than that. Have a her home in Wolcott, N.Y. Visit her online at
spend and save wisely. Ramsey and his budget where you reinvest a percentage of www.skilledquill.net.
wife, Sharon, make their home in Franklin, every dollar you earn to grow it.
Tennessee with their 18-year-old son, Daniel. For more information visit
HBM: What are the biggest ways that home www.homebusinessmag.com
They have two older, grown children.
entrepreneurs waste money? and click the Newsstand >
DR: Toys. Technology and buying a computer Interviews Channel.
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The Secret to
SUCCESS STORIES
His Success
Hard Work, Focus, and Doing Right by His Clients
R
onn Torossian started 5W Public Torossian says his best customers are good,
Relations in January, 2003, from his hard-working, honest and strategic people.
home office consisting of a desk, com- “We work for two of the 400 richest people
puter, phone, and fax machine. Though 5W in the world, but we also work for clients Ronn Torossian is the founder of 5W Public
Public Relations has grown to a 22,000 square who have two or less employees.” Torossian Relations, which implements creative and
foot office in a Class A NYC building with 80+ promotes 5W Public Relations through customized public relations programs for
employees, Torossian still works extensively networking; hosting high-profile speakers and clients.
from home, in the evenings after his family falls events at his office; and being involved with
asleep and early mornings before they wake. non-profit organizations. “Giving back is the to success. Listen to your clients’ needs;
5W Public Relations is a full-service pub- right thing to do,” he says, “with the bonus of understand their business models and what
lic relations firm maintaining practice areas attracting attention and making contacts with you can do to bring them measurable results.”
in consumer, technology, corporate commu- key people.” With all his success, Torossian still likes
nications, health and wellness, lifestyle, fash- Torossian and his business have garnered working from home. “I’m able to clear my
ion, and entertainment. “We are known for numerous achievements including being head and focus 100% on the job I’m doing
implementing creative and customized pub- recognized as the fastest-growing PR without any sudden interruptions.” He says,
lic relations programs designed to impact firm three years in a row; and his being a “Our secret to success is hard work, focus,
a client’s specific business goals and objec- semi-finalist for the 2010 Ernst & Young and doing right by our clients.” For more
tives,” he says. Torossian’s extensive client Entrepreneur of The Year Award. “In the information visit, www.5wpr.com/ .
experience involves PR programs for cor- past seven years,” says Torossian, “I have
porations like Coca-Cola, and Microsoft, to learned it is truly impossible to prepare for Priscilla Y. Huff, (www.PYHuff.com) is a freelance business writer and author.
She is honored to be the recipient of the 2010 Eastern Pennsylvania SBA
celebrities like Pamela Anderson and Snoop the unpredictability of the ‘entrepreneurial Home-Based Business Champion of the Year.
Dogg, and others. experience.’ Communication is the key
28 Home Business ®
Courtesy of RodRick Moore Photographers - www.RodRickMoore.net
Connecting
Women
to Their Dreams
Company Gives Women Access to Quality
Jewelry and Financial Futures as CEOs of Their
Own Businesses
Tory and Elena Kiam (left with family) are the owners of
engineer with an MBA, lia sophia; LaShawanda Moore (right with family) is a lia
I
n 2004, Tory and Elena Kiam, renamed
sophia Advisor.
Lady Remington (a business purchased LaShawanda Moore is an
by Tory’s father, Victor Kiam) to “lia example of a successful lia sophia Advisor. garner company recognition. “We connect
sophia,” after their two daughters. Their After attending a lia sophia show, Moore women to their dreams whether that
direct-selling fashion (costume) jewelry agreed to host a party, but struggled means giving them access to beautiful,
business now has 30,000 independent, to get bookings until she attended a affordable jewelry or empowering their
home-based sales representatives, called lia sophia conference. “After hearing the financial futures as CEOs of their own
“Advisors,” who exclusively sell its jewelry guest speaker tell her story,” says Moore, businesses,” says Tory Kiam. Annually
through home shows. “I realized it was not too late to take donating over $3 million worth of jewelry
Lia sophia Advisors, often women seeking this business to the next level; and that is and cash, lia sophia also supports its non-
to supplement their incomes or make exactly what I did,” says Moore. profit partner, Dress for Success.
career changes, can start part-time, earning LaShawanda Moore developed “Currently, we’re the largest direct seller
30% of their sales. “Some Advisors make specialized advisor training and workshops of fashion jewelry in the world,” says Tory
hundreds of thousands of dollars and a for her recruits. “I like having the freedom Kiam. “Our goal is to be the world’s largest
few even make millions each year,” Kiam to connect and share information with my fashion jewelry retailer of any kind,” says
says. Advisors receive complete back office downline people,” says Moore. Tory Kiam. “With our dynamic women
support including warehousing, shipping, Celebrities such as Eva Longoria, Paris ‘CEOs’ and quality jewelry, I believe
and a lifetime replacement guarantee for Hilton, and Miley Cyrus wearing The we’re going to get there.” For more
each piece of jewelry. Kiam Family Signature Collection and information, visit www.liasophia.com and
Wife, mother of three, and an The Red Carpet Collection have helped www.liasophia.com/sites/lashawanda.

<
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29
Take Your
Business
MARKETING & SALES
Networking
to a New Level
For Any Business, Effective Networking Is an
Essential Component To Success
By Jean Kelley
T
oday, the landscape of business traditional networking is
networking has changed dramatically. still valid and effective,
No longer does business networking e-networking done via
When you use today’s business e-networking tools
exclusively involve standing in a crowded business social networking effectively, you’ll have one more way to connect with clients
room of people, meeting and greeting sites is just as valuable. and prospects so you can build your business and boost your
with total strangers, and exchanging Regardless of what bottom line.
numerous business cards. While such anyone thinks about
social networking sites, the fact is that
they are here to stay. Sure, they’ll evolve
over the years and will likely look
Tips to Protect Your Network from Social very different than they do today, but
Network-Based Bugs ultimately they’ll still exist. And while
By Chip Reaves, global director of Computer Troubleshooters
purely “social” social networking sites
can have a business aspect to them,
it’s important for business owners,
■ Get anti-virus, anti-spyware support. executives, and managers to have a
First and foremost, every computer user on the Internet needs professional, strong presence on the tried and true
up-to-date protection software. This should at a minimum include both anti- business networking sites (example:
virus and anti-spyware support (some free packages do not include anti-spy- LinkedIn).
ware), and ideally should also include a link scanner component to minimize Why? Because your clients, customers,
the risk of visiting web sites which are known to be infected. colleagues, and others look to business
■ Claim your name, check your fame. networking sites for evidence of your
If you are using social networking sites such as Twitter or Facebook, do peri- character. For example, when a prospect
odic searches for yourself. This is especially helpful with small businesses is thinking about doing business with
to see what people are saying about you, but if you’re infected you may find you, he or she will likely do a social media
updates from yourself — which you never sent. search for you. Never before did average
■ Use a 3rd party Twitter application or your phone. people have the ability to research anyone
Third party applications such as Tweekdeck or Twhirl can help block certain or any company they wanted. While
exploits that would otherwise infect you from the Twitter web site. They can
in the past background checks were
also help by showing where a “shortened” URL will take you before you
expensive and time-consuming, these
click. Using your cell phone for updates is also safer than using the Twitter or
days a few mouse clicks and keystrokes
Facebook web sites directly.
can pull up a goldmine of information.
■ Secure your browser.
That’s why you and your company need
Make sure your web browser is the most up-to-date version, since many
to be on business networking sites…and
vulnerabilities in older browsers (even ones from just a few months ago) are
you need to be using the e-networking
often used by malware creators to infect your computer. Chrome and Firefox
sites effectively.
are generally considered safer than Internet Explorer, but any browser with its
security setting set to “High” and with the most recent updates should be fine.
The following suggestions will help
For the highest level of security, consider using Firefox plus Noscript.net to you become a savvy e-networker with a
block most potential points of vulnerability. positive online presence.
■ Ask to include social media protection in your IT management plan.
Many small businesses and home users today are outsourcing all their ■ Don’t be a contact collector; be a
computer management to a local computer service provider through what’s contact cultivator.
called a Managed Services plan. Ask your local Computer Troubleshooter or The goal of any networking
other service provider to include social media protection in your computer endeavor is to build relationships,
management plan. not just to collect business cards.
E-networking is no different. If you’ve
Chip Reaves, is the global director of Computer Troubleshooters, an international network of outsourced IT providers that offers onsite computer been on any business networking
services to small businesses. Chip Reaves, a native Georgian, began fixing computers for small businesses while studying Computer Science sites, you’ve likely seen people with
at Georgia Tech. In 1992 he started his own computer services business in Atlanta. In 1999 he bought the right to operate Australia-based
Computer Troubleshooters in the US which has led to over 230 CTS locations in North America. Computer Troubleshooters now has more 500+ connections. At first you may
than 475 franchises worldwide in more than 20 countries. Chip Reaves’ web site can be found at www.comptroub.com. think, “Wow, that person sure knows
30 Home Business ®
Take Your Business Networking to a New Level
MARKETING & SALES
a lot of people.” But does he or she

really know those connections? Or is
this person just collecting contacts?
Rather than accepting and sending
invitations to anyone, be mindful of
whom you connect with. When you
do make a connection with someone,
look over his or her profile and then
add a personal note to the person
where you indicate a shared interest,
club, affiliation, etc. For example, you
could respond to someone by writing,
“I see you attended Northwestern
University (or are a member of the
Miami Business Association, or have
a pet beagle…). I have a similar
interest in that I (also attended
Northwestern…am a member of the
Tulsa Business Association….have While purely “social” social networking sites can have a business aspect to them, it’s
a dog named Snoopy…etc.). You important for business owners, executives, and managers to have a strong presence
get the idea. Find a shared interest on the tried and true business networking sites.
to build upon that will make you
stand out and open the lines for real this shouldn’t be your ultimate contribute meaningful content. You
communication later. purpose. Rather, your purpose should can find many groups to belong
be to make people aware of who you to that have strong conversations
■ Have a clear purpose. are by sharing your expertise. going. If you post something in the
Many people think they’re going Any business networking site is discussion that’s smart and useful
to get business from being on social a place for you to give, not just to (good content), then chances are
media sites. While you can get get. So to get business from your someone will ask to connect with
business from your online activities, e-networking activities, you have to you. Now you have more people to
share your message with.
Other examples of good content are
asking thought-provoking questions,
posting a motivational quote, and
sharing a business tip. No matter what
you post, if you get a reply, acknowledge
the person for their feedback or
contribution. Just as you can’t take
people for granted in the brick and
mortar world, you can’t take them
for granted in the virtual world either.
Everyone who reacts to your content is
a potential relationship, and you need to
treat them as such.
When you’re replying to a question
someone else poses, try to answer in
the early part of the conversation rather
than after 100 others have already
replied. You want your answer to be
in that first page of results. That way
anyone who replies after you sees your
photo and business information every
time. With that said, pay close attention
to what the question is and don’t answer
anything capriciously. Always remember
that your reply is posted forever.
■ Add some personal flair to your

profile.
Even though this is business, it’s
okay to put some personal flair to
your profile. After all, no one is all
32 Home Business ®
“ Any business
networking site is a
place for you to give,
not just to get. So to
get business from your “Proven Successful with over 1600
Battery Doctors Operators worldwide”
e-networking activities,
you have to contribute • Very easy to learn and operate
”
• Low Investment
meaningful content. • Huge income potential
• Immediate income potential
business all the time. Chances are

you have some interesting hobbies or
1/3 pg. AD
• Work from home or open your own store
other areas of your life that people

find intriguing. For example, maybe
“Batteries are in Everything”
you collect antique cars, breed prize-
winning poodles, tend a vineyard
“One of the Hottest business
in your backyard, or have the city’s opportunities in America today”
largest yo-yo collection. These are
interesting tidbits of yourself that Recondition discarded batteries easily and quickly without
you can weave into your profile to taking them apart. Batteries for Cars, Trucks, Boats, Golf
make you appear more “real.” Carts, Fleet Vehicles, Fork Lifts, Construction, Agriculture,
Additionally, look at the tools and Hospitals, Telecommunications, Industry…
widgets the business networking sites
make available to you and use them.
You can do such things as post your 1-800-357-4003 www.batterydoctors.com
reading list, link your blog, upload
your Twitter feed, and many others.
People can get to know you by
these additional applications. Even
better, they’re very user-friendly and
easy to integrate into your business
networking persona.
A NEW TWIST ON AN OLD TOOL

We are currently in the biggest social
media experiment in the world. Those
who embrace business e-networking now 50+ RE
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Pg . 46
one more way to connect with clients and

6/3/10
9:02
AM
prospects so you can build your business

and boost your bottom line.
Jean Kelley is president and founder of Jean
Kelley Leadership Consulting and Jean Kelley
Leadership Alliance. She works with corporate
leaders all over the world to achieve their highest
potential. With her Alliance, Jean has helped
more than 500,000 businesspeople enhance
their careers. She is the author of “Dear Jean:
What They Don’t Teach You at the Water Cooler,” For faster service, call (800) 734-7042 to subscribe or fax your order to 714-388-3883
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33
MARKETING & SALES
Resurrect
The Dead
5 Steps to Recovery and to Bringing Back
You Sales Contacts
By Linda Bishop
Dead customers represent qualified leads. You already know
they buy what you sell.
F
or many years, one of Mike’s best STEP TWO: FIND OUT IF THE CONTACT voicemail, leave messages. Briefly repeat
customers was a large bank. He IS CURRENT what you said in the letter. Keep calling.
loved them and thought they loved A couple of days later, get out the list, After you have called seven or eight times,
him, too. Then, sales began to slip. The and make calls. Talk to receptionists. Tell tell the ex-customers that if they would
bank didn’t call quite as often as they them you’re updating files and you want like you to stop calling, to give you a call
once had. Mike still got orders, but to make sure information is current. and let you know they are not interested.
they weren’t as frequent or as large. He Get the names of buyers and their titles.
noticed, but didn’t react. He didn’t ask Confirm phone numbers and email STEP FIVE: GO ON APPOINTMENTS
what was going on, or why the situation addresses are correct. Be friendly. Be If ex-customers agree to see you, do
had changed. No one complained about upbeat. Be positive. Often enough, you what you normally do during sales calls
quality or price, so Mike assumed the discover old buyers are gone. The slate with new prospects. Tell them about
situation would turn around. has been wiped clean and you’re selling your company. Explain how you can help
One day Mike woke up realizing it to new people. them. At the end of the calls, smile and
had been a very long time since he talked say, “We have worked with you in the
to anyone at the bank. A queasy feeling
gripped him as he counted backwards and
realized how many months had gone by
“ It’s worth the effort to
resurrect dead customers
past, and would love to work with you
again. How can we make that happen?”
See what they say.
without a single order. His blinders fell because plenty of them are
away. For the first time, Mike recognized perfectly willing to come This plan gets results. It’s worth the
this customer was dead. Worse yet, he had back to life with a little effort to resurrect dead customers because
probably killed this customer with neglect
and indifference.
This story has a happy ending. Mike
nudging from you.
” plenty of them are perfectly willing to
come back to life with a little nudging
from you. Often, reviving them is quicker
worked hard and resurrected his dead and easier than expected.
client. He continued to do business with STEP THREE: SEND THE BUYERS A LETTER An experienced sales rep named Chris
them for the next decade. Whether you know the buyers or not, followed the plan. He put together a long
Everyone has dead customers and write a letter to them consisting of three list of dead customers and made calls
resurrecting them can be the shortest route paragraphs. to update his contacts. As for one old
to new sales. Dead customers represent Paragraph 1 explains why you’re con- account, the busy receptionist mistakenly
qualified leads. You already know they tacting them. connected him directly to the buyer. The
buy what you sell. Often enough, dead Paragraph 2 explains how you can buyer was happy to hear from Chris and
customers will buy from you a second help. immediately agreed to see him. Chris
time if you go out and re-sell them. Learn Paragraph 3 thanks them for their learned a lesson that day. Some dead
from Mike’s mistake. Follow this easy consideration and tells them when to customers aren’t even dead. They’re just
five-step plan and bring dead customers expect a follow-up call. hibernating and one phone call is all it
back to life. Include your business card and mail takes to awaken them.
the letter. A letter is better than email or
STEP ONE: LIST DEAD ACCOUNTS a phone call for initial contact. It takes
Make a list of dead accounts and jot effort to write and mail a letter. People Linda Bishop is an author, speaker and President
of Thought Transformation. Offering training in
down notes on what you know. Why did respect effort and they appreciate it when all industries, Thought Transformation focuses on
the accounts die? Was there a problem it’s directed at them. the tools and marketing tactics for individuals
and enterprises looking for strategic resources
with quality, pricing, or personnel? Was to increase their sales. A former vice president
neglect the cause? For the moment, don’t STEP FOUR: FOLLOW-UP of marketing, Linda had a 20-year career in the
expend any energy worrying about the Figure out when the letter will land on printing industry. Linda Bishop can be reached at
770-846-3510 or lindabishop@thoughttransformation.com.
probability of a successful resurrection. the ex-customers’ desks. Call within 48
Just make the list, read it once, and then hours of the anticipated arrival time. If
For more information visit www.homebusi-
put it aside for 24 hours. Let your brilliant your ex-customers pick up the phone, treat
nessmag.com and click the Sales >> Selling
subconscious mind take over and work on them as you would any new prospects,
Tactics Channel.
the problem. and try to get appointments. If you get
34 Home Business ®
PROVIDING WOMEN WITH
STYLISH ITEMS AND HELPING
SUCCESS STORIES
THE ENVIRONMENT
Entrepreneur Creates Eco-Friendly Business after Jasmine Fullman is the founder and owner of
Naturally Knotty, a home-based business that
Noting Scrap Silk Material Destined For Landfills creates and sells one-of-a-kind eco-fashions
By Home Business Magazine for women.
W
hat do you think of when you While completing her foreign assignment in management, and more are all online —
look at a knot? Jasmine Fullman Shanghai, China, she was inspired to create and in multi-languages and currencies.” The
thinks of friendship, goodwill, her eco-friendly business when she noted online idea was meant to allow Jasmine
peace, prosperity and happiness; these are many piles of scrap silk material destined to manage her business from any wireless
the foundation values of Naturally Knotty. for landfills. Jasmine saw an opportunity location in the world.
Jasmine is the founder and owner of to create a new product to provide women Jasmine sees that the primary advantage
Naturally Knotty, a home-based business with stylish items and help the environment. of working from home is her flexible
that creates and sells a wide spectrum Jasmine promotes her home-based schedule which allows her to make sure she
of one-of-a-kind eco-fashions for women, business through the Internet, word of is available for those important moments
including totes, clutches, wraps, baby items, mouth, and with her PR firm, Media Maison. with her young family. She says, “Relaxed
and more. Naturally Knotty products are Her primary customers are eco-conscious atmosphere makes a high-paced business
different, because they use factory seconds, women who look for style, comfort and more relaxed — and palatable.”
scrap, overstock, eco-friendly, cruelty- sustainability. Jasmine is proud of the effort Jasmine anticipates that Naturally
free and/or recycled materials wherever and penetration Naturally Knotty has had Knotty will have shipped its one
possible. Naturally Knotty provides top in the last 2.5 years. Jasmine will tell you millionth product as an international
quality silks, cashmere and other fine that this growth has been possible due to eco-wholesaler and distributor serving
fabrics at an affordable price point, while Naturally Knotty’s utilization of technology independent and mass chain retailers
still providing a fair wage to those who in the business. Jasmine says, “All its systems within the next three years. For more
manufacture its goods. are online, and it is very near paperless as an information about Jasmine Fullman or
Before Jasmine became an entrepreneur, organization. Order processing, accounting, Naturally Knotty please visit: http://
she was an elementary school teacher. fulfillment, communications — inventory www.naturallyknotty.com/.
1/2 pg. AD
36 Home Business ®
No Longer Living on
Rice and Hot Sauce
Woman Entrepreneur Helps Home Business
Owners Generate More Revenue and Gain
More Free Time
By Home Business Magazine
I
t was very inconvenient, at 22, to realize Danielle started her
Danielle Cuomo could never work for business, Virtual Assist
other people. She hated working to make USA, on the dining room
someone else rich, and she is a person who table of her 1-bedroom Danielle Cuomo started her home business, Virtual Assist USA,
likes to rock the boat and suggest change. apartment, with a computer on the dining room table of her 1-bedroom apartment.
Danielle was unfulfilled, working 80 hours that she purchased with
a week, and she still had to scrounge up borrowed money from her Nunni (Italian none of that mattered to her. She was
change just to purchase gas for the car. There grandmother). Virtual Assist USA is a Virtual building her own business from home,
was one particularly low night, that she Assistant firm. “We slash employment costs and she was happy. Danielle’s first client
remembers, when the only food items she had for home-based businesses and offer the was achieved through sheer begging,
in her house were an old pack of brown rice owners a chance to work with a top- but in 6 months, her company grew to
and hot sauce. Danielle’s bank account was quality, innovative team,” says Danielle. The having over 30 clients and 9 employees.
overdrawn. School loan lenders were calling company specializes in Internet marketing, 80% of Danielle’s clients were coming
her weekly. It was incredibly sad. Danielle web design, social media management, and from referrals — and she made those
eventually got laid off — despite always public relations. Per Danielle, her company’s referrals even easier for people to make
trying to learn 10 new things everyday and goal is “to work with home-based business by creating a document on how to refer
staying at the office until 9pm. She tried to owners to help them generate more revenue Virtual Assist USA.
find the silver lining, and this was it: She was and gain more free time.” Her best business achievement? “It’s
young, fearless and never missed a chance to There were many nights that Danielle not that I quadrupled my income,” says
work. It was now or never — Danielle was stayed up until 4am and even more Danielle. “It’s that I no longer live on rice
going to start her own business from home. nights that she didn’t sleep at all. But and hot sauce.”

37
Mistake-Proofing Your
BUSINESSES & OPPORTUNITIES
Start-Up
Business
All It Takes Are Free Online Tools and Search
Engine Research With Google
By Jay Arthur
W
ith so many people out of work dur- with an idea and pursue
ing this recession, it should come asit without thinking it
no surprise that many are thinking through. They end up
Businesses large and small can collect and analyze the voice of
about starting their own businesses. And with with a garage filled with the customer to understand what customers want and how to
so many jobs moving offshore, even people unsalable merchandise deliver it.
who are still employed might consider starting and wonder what went
a business as a back-up plan. Even if you’re thewrong. Others open a store and name it First, figure out where the crowds of
owner of a successful start-up, the recession something cute, like a hair salon named customers are going, and then get in front of
might have you worried. So how can long- Curl Up And Dye. Or they start an Internet the crowd. In the old days, this would involve
standing business owners and first-time entre- business but don’t bother to understand what lots of market research, focus groups, and
preneurs survive these tough times? There’s an customers really want. Why do they fail? The money. Today, these answers can be easily
easy way to mistake-proof any business — all answer is simple: They didn’t understand the found on the Internet for free with Google’s
it takes is a little time using free online tools
“voice of the customer.” Businesses large and key word tool: https://adwords.google.com/
and search engine research with Google. small can collect and analyze the voice of select/KeywordToolExternal.
the customer to understand what customers Let’s say you want to start a pet food
MISTAKE 1: NOT LISTENING TO THE VOICE want and how to deliver it. Toyota uses this bakery that makes healthy treats for dogs
OF THE CUSTOMER to design better cars, and you can use it to and cats. Just search Google’s keyword tool
Most entrepreneurs become enchanted design a better product or service. for “pet bakery” and “pet food.” You’ll
quickly discover that there are over 500,000
searches a month for “pet food” but only
8,000 a month for “pet bakery.”
A Compelling Core: Essential For High- There are also 33,000 searches a month
Performance Results for “wellness pet food.” From this one might
By Jane Goldner, PhD conclude that “pet food” is too broad and
would have to compete with the big chains;
With job openings at a low point, many unemployed workers are turning inward
“theThiscrowd’
and creating a new career for themselves based on their passions. To ensure success
from the very beginning, these new entrepreneurs need to create, define and articulate ‘get in front of
their company’s core; while established businesspeople should revisit and reassess their
company’s core. strategy
also works for service
”
The core consists of mission, vision and values.
■ Mission defines the business and its purpose. businesses.
■ Vision describes the ideal version of the company if everything and everyone
involved is on the same page and doing their best. “pet bakery” is too narrow; but “wellness
■ Values dictate how employees and managers within the company will treat each pet food” might be just the niche to explore
other and the customers. because these customers are probably willing
to pay a premium.
Once the core is established, tips for utilizing it include:
1. Communicate the company core to employees and customers. MISTAKE 2: NOT SPEAKING YOUR
2. Evaluate every company initiative against the core. CUSTOMER’S LANGUAGE
3. Allow each company employee to determine his own core and decide how his core As learned from Mistake 1, customer
aligns with that of the company. This will boost productivity. language can differ from our own. Based on
the search terms above, it might be smarter
Jane Goldner, Ph.D., president and founder of The Goldner Group, is one of the nation’s leading authorities on business crisis and trusted to name your store “Wellness Pet Food”
advisor to Fortune 100 Companies, government and military organizations, and small to mid-sized businesses. She is also the author
of “Driven to Success: A 10-Point Checkup for Achieving High Performance in Business, a step-by-step business guide for leaders.” (customer language) instead of “Bow Wow
Biscuits” (your language) because that’s what
the crowd wants. Don’t paraphrase (using
40 Home Business ®
Do you think this mother really wants to leave her baby with a babysitter; not knowing for sure what’s really going on?
Do you think she’d be interested in a simple hidden camera system that would let her see if her baby was being abused or not?
Do You Want A Piece of the
Millions of Dollars Being Spent
On Hidden Cameras, Nanny
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Mistake-Proofing Your Start-Up Business
BUSINESSES & OPPORTUNITIES
BE A PART OF THE TUTORING INDUSTY healthy instead of wellness); use the customer’s exact words. Then
Even in our uncertain economy – parents now more check domain name availability for “wellness-pet-food.com” or
than ever are seeking tutoring for their kids “wellness_pet_food.com.” If it’s available, register it (try a site such
as www.GoDaddy.com); if not, try adding other key words likely to
attract customers such as your location.
Be aware that Google cannot identify compound words,
so registering a site like “WellnessPetFood.com” won’t be as
effective as “Wellness_Pet_Food.com.” Separate the words with
a dash or underscore to improve the site’s search engine ranking.
This “get in front of the crowd” strategy also works for service
businesses. Let’s say you are a hypnotherapist in Denver with
“HypnoDenver.com” as your site. Many other hypnotherapists in
• Own a Tutor Referral Service in Your Community town also have hypnosomething.com as their site name. What are
• Be a Home-Based TUTOR BROKER prospects searching for? They don’t want “hypnosis;” they want
• We Teach you how with our Complete Home Tutoring Business Packages to “stop smoking” or “lose weight.” Domain names like “Stop-
• All for a fraction of the cost of a franchise – no monthly fees or royalties Smoking-Denver.com” and “Lose-Weight-Denver.com” would be
a great start.
With more than 100 million Internet users in the U.S. and
billions of Internet-capable cell phones, no business can afford to
ignore the power of the Web. Even if you don’t plan on having
a web site, you will want to own the domain name to prevent
Nakalmklg\YqYl others from using it. And if the business succeeds locally, having
the domain name will make it easy to expand into a regional,
national, or global Internet business.
ooo&@ge]Lmlgjaf_:mkaf]kk&[ge
Gj[Ydd)&000&0,/&((++
F=O9[[gmflaf_Lggdk^gjLmlgjkfgoYnYadYZd]Yl2
ooo&9[[gmflaf_Lggdk>gjLmlgjk&[ge
“ Why do they fail? The answer is
simple: They didn’t understand the
‘voice of the customer.’
MISTAKE 3: NOT MAKING YOUR PRODUCT OR SERVICE BETTER,
”
FASTER AND CHEAPER
Too many entrepreneurs try to enter an already crowded
market. Search the Internet for your product or service to find
out how many competitors are out there. When searching for
the key words, “pet food Denver,” Google finds 726,000 results.
“Wellness pet food Denver” yields 149,000 results. If Google
reveals too many competitors, consider another line of business. If
Google reveals no competitors, that can be just as bad. Someone,
somewhere should be offering a similar product or service. If not,
there are no customers.
“Pet food” for example, is crowded with low cost super chains.
From the voice of the customer perspective, customers want
you to be better, faster and cheaper than the competition. Are
you more innovative? Do you provide better customer service?
Are you more effective and efficient? When customers can’t
distinguish one business from another, they default to the familiar
or low cost one. If you’re not sure what customers want in a
particular product or service, start by asking your friends, family,
neighbors, and even people on the street. Capture their responses.
In general, are they saying:
■ “I want better ________ (e.g., pet food).”

■ “I want cheaper ________ (e.g., cell phone service).”
■ “I want faster ___________ (e.g., healthcare, service, delivery,
repair, etc.).”
Then ask: “What is the competition offering (better, faster or

cheaper)? What can we do differently?” If you can’t answer these
questions, neither can your customers.
42 Home Business ®
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MISTAKE 4: NOT TESTING THE BUSINESS CONCEPT
Once Google has revealed what customers want (in their language,
not yours) and you’ve identified a unique value proposition from
the voice of the customer (better, faster or cheaper), it’s time to 800.223.4103 • www.badgeaminit.com
test the concept. For this, Google offers another powerful tool:
Adwords (adwords.google.com). Google makes its money by Badge-A-Minit, Dept. NHB910,
putting ads around its search results. Many entrepreneurs use 345 N. Lewis Ave., Oglesby, IL 61348 ON
Adwords to test business and marketing concepts before they
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Tim Ferriss, bestselling author of “The 4-Hour Workweek,” ❏ Check/M.O. ❏ VISA ❏ MasterCard
❏ Discover ❏ AMEX
used Adwords to test various titles for his new book. He bought Card No. Exp. Date
pay-per-click ads using various titles (Adwords will alternate them Name/Title
Address
for you) and each ad took the Internet user to a different web page City State/Zip
about the book. Ferriss let the “wisdom of crowds” choose the best
FREE shipping on all Ground orders.
title for him.
All of this research might take a few weeks and a few hundred
dollars, but it’s a lot cheaper than wasting your hard-earned money
on a doomed startup.
MISTAKE 5: NOT BOOTSTRAPPING THE BUSINESS

Most people start looking for a “business loan” (3,350,000 Google
searches) before they think about a “business plan” (1,500,000
searches). Entrepreneurs don’t always need a lot of money to
get started. If Mrs. Robin Andrew’s third grade class at Pelham
Elementary School in Pelham, NH can start The Bow Wow Biscuit
Company (www.bowwowbiscuits.org), you can too.
If the business is a product, don’t make 10,000 of them. Put
up a web site; bake a few in your kitchen and sell them online or
give away free samples to test the response. Or make a prototype,
and get people to try it and provide feedback. Post-it™ notes are a
classic example of this and look at how successful they are. When
customers start clamoring to buy your products, then get money to
do a production run.
If the business idea is a service, print some business cards (carefully
crafted with the crowd’s keywords and phrases) and pass them out
at local business meetings.
This is how entrepreneurs bootstrap businesses that grow. It’s also
how they avoid sinking huge sums of money into bad ideas. This
“crawl-walk-run” strategy works as well for new businesses as it
does for new babies.
If the first business idea doesn’t click, try another one. Walt Disney
went bankrupt several times before succeeding … but then again, he
didn’t have Google. Good luck with your start-up!
Jay Arthur, the KnowWare Man, works with companies to fire up their profits with Lean Six Sigma. Jay
is author of “Double Your Profits: Plug the Leaks in Your Cash Flow.” He spent the last 20 years helping
organizations maximize revenue through the “Lean Six Sigma System,” a collection of audio, video,
books and software. Jay is also the author of “Lean Six Sigma Demystified” and the “QI Macros SPC
Software” for Excel. To plug the leaks in your cash flow, sign up for free Lean Six Sigma lessons online at:
http://www.qimacros.com/freestuff.html or call (888) 468-1537.

43
enjoyment in working with seniors. Good

communication with family members and
social service agencies is also necessary to
ensure your clients’ well-being.
*In-Home Care for Senior Citizens: A Bedside Companion by Shirley
M. Baker-Davis.
*Senior Errand Service (e-book) - www.extraincomebulletin.com.
F E AT U R E
Unfortunately, many franchise-

business opportunity scams also exist, so
thoroughly investigate any franchise you
are considering. Hire a franchise attorney
to review your contract and the company’s
Uniform Franchise Offering Circulars
(UFOC) (the company’s financial history)
that franchisors (the owners) must give
you. The FTC Franchise Rule (www.ftc.gov/
Energy consultants help clients reduce operating costs and explore alternative “greener”
bcp/edu/pubs/consumer/invest/inv07.shtm) energy sources.
also says you can get a list of a company’s
franchisees if you wish to discuss their to the International Franchise Association **For important information, read the cover story in
this issue, and visit the sites of The Federal Trade
experiences with a particular franchise. (IFA, www.franchise.org), business Commission (www.ftc.gov), The International Franchise
Franchises and business opportunities** opportunities provide 21 million jobs and Association (www.franchise.org), and The Association
of Franchisees and Dealers (www.aafd.org).
are not for everyone. Some are expensive, and generate $2.3 trillion of economic activity
you (the franchisee) must generally follow per year. The profit-making potential is Priscilla Y. Huff is the author of 101 Best Home-
company procedures. But a franchise may there. With your due diligence and hard Based Businesses for Women, 3rd ed.; and writes regularly at her
blog, “No Thanks. I’ll Work for Myself.” The Hanna Group – POB
offer faster money-making potential and less work, franchise success can happen for you, 14304 Lenexa, KS 66285-4304. Tel: 913-894-4979 or visit:
risk than an independent startup. According too. www.hanna-vending.com
12 Additional Home-Based Franchise Business Ideas

1. Advertising Consulting - Analyze businesses’ marketing strategies and recommend the advertising venues and sales strategies
that fit their budgets and produce the best customer responses. American Advertising Association – www.aaf.org.
2. Business Support Services – Forced to lay off employees, businesses welcome deliveries of supplies; handling customer
service; and other office support services. International Virtual Assistants Association – http://www.ivaa.org/.
3. Event Planning Save businesses and professionals time and money by arranging all the details involved with meetings,
programs, workshops, and special occasions. – Special Events Society – www.ISES.com.
4. Gift Baskets – Gift baskets remain a popular and unique way for individuals, organizations, and businesses to express their
appreciation to clients and customers. www.GiftBasketAssociation.com/.
5. Franchise Broker-Consultant – Use your past business opportunity experience and/or professional training to help individuals
avoid scams and find the ideal franchises for them. www.Franchise.org.
6. Golf Club Rentals - Provide online ordering and delivering of quality golf clubs to rent to the millions of golfers as they travel
around the world. American Rental Association – www.ararental.org/.
7. Garage Storage Systems – To maximize space, homeowners and builders seek garage organization systems to store
recreational, lawn and garden care equipment, and tools. National Association of Professional Organizers - www.napo.net.
8. Home Staging – Help homeowners and real estate agents showcase their homes to appeal to potential buyers. International
Association of Home Staging Professionals –www.iahsp.com/.
9. Home Inspection – The demand is growing for quality evaluations of properties for prospective homebuyers, homeowners, and
real estate companies. American Society of Home Inspectors – www.homeinspector.org/.
10. Personalized Printing – Work from your home printing logos, personal and company names, and custom messages on various
items for parties, promotions, and special occasions. Promotional Products Association International – www.ppa.org/.
11. Tax Preparation - Use your experience and/or professional qualifications to assist business owners and individuals the year
round to file their tax forms correctly and on time. National Association of Tax Professionals – www.natptax.com/.
12. Junk Removal – Earn money removing various junk and debris for clients and recycle for extra profits. National Recycling
Coalition – www.nrc-recycle.org/.
44 Home Business ®
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Raising Money
for Your Home
Business
MONEY CORNER
Initial Funding Options to Consider

By Jim R. Sapp
W
here will the money come from capital use credit
to start your business? There are cards. These cards
many alternatives, and they all would be personal
require careful planning. These are some of lines of credit that
the first funding options you should consider. you have previously
established, and
PERSONAL ASSETS you would give a
1. Your Savings Account personal guarantee.
The best place to go for initial start- You can increase
up capital is your own savings account. your credit lines
One suggestion: Put fifty percent of if you don’t miss Obtaining financial help from friends and family can be a
focus for your early capital requirements.
your savings into the company for payments, and if
initial start-up expenses. While this may you pay at least the
make you a bit nervous, it is by far minimum on time. You can sometimes
“blood,
the cheapest way to start, and it will take advantage of special promotions to
demonstrate to others that you have get a favorable rate. Some cards offer a In addition to the
faith in your project. In addition to low interest rate—at or below the U.S.
the blood, sweat, and tears that you’ll Prime rate—for six months. Then the sweat, and
put into your business, you have to be
willing to invest your own money, too!
rate moves up considerably, sometimes
to as high as twenty-one percent. But
tears that you’ll put
After all, if you don’t have confidence in those six months at U.S. Prime are at into your business,
your project, why should anyone else? a better rate than any lender will offer
Small business is risky, especially during a new or expanding company. Use the you have to be willing
the first several years. If you don’t have card for the six-month period, pay it off,
to invest your own
”
enough money in your savings account, and move on. If you need to find some
there are other options. offers, watch your mail for solicitations,
check the Internet, or look in business
money, too!
2. Credit Cards magazines for credit-card fliers.
Many businesses that need working 3. 401(k) or Keogh Retirement Plan
If you have left a position and have
a retirement plan through your old
Preparing for an SBA Loan company, you may be able to borrow
against it at some value. You are
The U.S. Small Business Administration (SBA) grants millions in loans each year for basically borrowing your own money,
small businesses. The SBA’s loan program is in the spotlight right now because the stimulus but the rates are usually reasonable.
package expanded the program in a number of ways. First, there is now a guaranteed If you borrow against your retirement
fee waiver, which can save small businesses thousands of dollars. In addition, the 75% plan, don’t take money out of the plan
guarantee has also been raised to 90%, which makes it more appealing for lenders to make permanently. There are large penalties,
loans. Lastly, America’s Recovery Capital (ARC) program helps stabilize small businesses and the taxes on the pullout are very
at risk by providing cash to businesses that need assistance paying down existing debt. severe. Taxes and penalties can wipe out
These recent changes ultimately mean there are more funds available and greater a high percentage of your retirement
eligibility for small businesses, including the SBA’s largest vehicle, the 7(a) loan program. plan’s value if you withdraw all of your
Depending on the loan in which you’re interested, requirements will vary. According to the money before you turn the required age.
SBA, common documentation requirements include: purpose of the loan; history of the 4. Life Insurance
business; financial statements for three years (for existing businesses); schedule of term Your insurance policy may be another
debts (existing businesses); accounts receivable and payable aging; projected opening-day good option, especially if you have a
balance sheet (for new businesses); lease details; amount of investment in the business whole life policy with a sizeable cash
by the owner(s); income projections: expenses and cash flow: signed personal financial surrender value. Call your insurance agent
statements and tax returns: and personal resume(s). for the details of your policy. Every policy
is a bit different, but you may be able to
© Wells Fargo Bank, N.A. All rights reserved. Member FDIC. Visit www.sba.gov
withdraw the majority of your cash for a
good rate with no underwriting.
46 Home Business ®
Raising Money for Your Home Business
5. Second Mortgage Line of Credit

If you own a home, you may be able
to get a second mortgage and use the
money for your business. Some lenders
will offer the line of credit only for a
specific use; however, many larger lenders
will offer a checking account type of
credit line for business usage.
The interest rates on the loan can be
excellent—much lower than credit card
debt or unsecured lines of credit. Lenders
usually price the loan at or below U.S.
Prime, because they have the security of
your home as collateral. In addition, your
payment is usually interest-only. One
word of caution: You must repay the loan
in full before you can sell your home.
Some of the larger lenders now process
applications for a second mortgage line
of credit on the Internet. The lender
calculates the average housing values in
your area and then reviews your current
income, credit history, tax returns, and the
size of your current mortgage compared to You must convince the lending institution that you are an acceptable risk by
the value of the home. All the information being well organized and properly prepared.
is entered into a loan matrix to determine
whether you can get a second mortgage 6. Mortgage-Free Home “mega” company, but everybody starts
using your house as collateral. If you don’t have a mortgage on your somewhere. If you have an old stereo
home, you can system, camera, electronic components, or
obtain a line of jewelry, and you need $1,000 for a new
credit for your company computer, consider visiting the
new business by local pawnshop.
using your home
A Biz Op for Anyone as collateral. 8. Your Toys
Once you Small business is demanding. When
Who Eats! are approved you are starting out on your own, you
for the loan, need cash. Get rid of the “toys” you may
Eliminate your grocery bills forever! you can write have accumulated over the years. Do
checks against you have a nice Harley, jets skis, a boat,
a specific, snow skis, or a hot tub you haven’t used
Earn Cash and
predetermined in years? Plan ahead and get as much
Gift Cards amount that as you can by selling the item in the
from a major is secured by appropriate season. Think of your toys
a lien on your as cash, and sell them!
retailer and home. This is an
make an
outrageous
income sharing
excellent way
to use just the
funds you need,
“ You can increase
your credit lines if you
when you need
the concept them. don’t miss payments,
with others. and if you pay at
7. Pawn Shop
Don’t turn up
least the minimum on
”
your nose right
away, especially time.
Let us show you how. if your personal
credit is lousy. FRIENDS AND FAMILY
(888) 485-8118 Pawnshops may
be a bit out of
Approximately sixty percent of all
companies start with financial help
the ordinary for from friends and family. This is the
www.MyDiscountedGroceries.com funding the next number one place to look for your
48 Home Business ®
“
(SBA). For more information on SBA
If you don’t have a mortgage on your home, loans, refer to this article’s sidebar.
Most small business owners, in
you can obtain a line of credit for your new fact, get loans from professional lenders
business by using your home as collateral.
capital needs, and it can be a focus investment, it is a perfect match.
” at one time or another. You must convince
the lending institution that you are an
acceptable risk by being well organized
for your early requirements. Some of There is another advantage. A loan and properly prepared. You should have
the wealthiest people in the world got from family or friends may actually save a good business plan. A certain amount
to where they are today, because they you money, since they are more likely of documentation and paperwork is also
started a small company with a loan to offer you favorable terms and waive necessary in the loan application process.
from a relative. Few people will be as points, up-front fees, closing costs, and It is your responsibility to supply all of
understanding of your business ideas appraisals. Family and friends are also the necessary information, to complete
and goals than dear old mom and dad. less likely to request the kind of extensive all the forms clearly and completely, and
Maybe your in-laws, brother, or close documentation you need when starting a to meet any deadlines required by the
friend will have an interest in your new business—like underwriting, tax financial intuition.
business. returns, personal financial statements, or
You may be surprised at the credit reports. Jim R. Sapp is Founder and President of
eSapp Consulting LLC and recipient of
entrepreneurs in your circle. They may be both the Entrepreneur of the Year award
small business people or have extensive PROFESSIONAL LENDERS and national Blue Chip Enterprise Award.
Mr. Sapp has an extensive background as
business experience, and may be willing— Your resources and those of your a business owner and consultant. eSapp
even eager—to offer their expertise and family and friends may not be enough. Consulting LLC has experience at all levels
their capital for investment. You may find In that case, you can go to a professional of business development. Whether your
business needs expansion analysis or turnaround assistance,
that your family or friends are willing lender—a bank, corporate finance eSapp Consulting LLC has the knowledge and ability to make
not only to lend you money but also to company, savings and loan, or leasing the leap effective. Each of its members has an average of
contribute to your company in other company. Many vendors or suppliers 18-years experience in such diverse industries as business
development, technology, manufacturing, healthcare, and
positive ways. Small business people as have their own in-house financing finance. For more information, contact eSapp Consulting LLC,
a whole are risk-takers, and if a friend programs. You may also be able to secure 6520 East 82nd Street, Suite 200, Indianapolis, IN 46250.
Phone: 317-577-4995 (ext. 126). Fax: 317-577-4996. Email:
or family member sees an opportunity funding from a government agency, such info@sappbiz.com . Website: http://www.sappbiz.com.
to both mentor you and make a good as the Small Business Administration
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Then Advertise at Home Business Magazine ONLINE
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www.homebusinessmag.com - Number One in Google for “Home Business”

“Home Business Magazine ONLINE – Where Home Business and the Internet Connect”TM

49
Greener Options
For Small Business
Communications
HOME OFFICE
Ways to Save Money as Well as the Planet

By Steve Adams
Environmentally-friendly approaches to business can reduce
costs and increase efficiency.
W
hen economic times are good, the the planet. Here are a few
spirit of altruism seems to come ways you can make your be a lot more forgiving of junk mail they
to the forefront. Individuals and business communications greener while receive in their mailboxes than unwanted
organizations look for ways they can make reducing your costs and increasing your emails that appear in their in-boxes.
a positive impact on other people and their efficiency. The barrier to entry for a lot of
surroundings — even if it costs them a little small businesses has been the campaign
more. Making sure the business is environ- MOVE FROM DIRECT MAIL TO EMAIL management technology. A sophisticated
mentally-friendly is one of those activities. Keeping in touch with customers and CRM system is great for major retailers
In times like we’re experiencing now, contacts is vital to the success of a business or large multi-nationals with thousands or
however, the instincts run more toward under any circumstances. But when there millions of names on their customer/prospect
survival: Large and small businesses place are fewer customers and prospects out list. They have the professional staff, not to
their focus on keeping the doors open until there, it’s critical. mention the network bandwidth, to cost-
the crisis passes. It’s not that they don’t care It’s obvious that you can reduce paper effectively develop attractive promotional
about the broader issues — they still do — waste (and save money) by using email pieces, create and update lists, track
but they often feel they have to place those instead of direct mail. The trouble has campaign success, and run reports that help
initiatives on hold until things improve. always been how to manage an email them refine the entire process.
While it’s true that some environmentally- campaign effectively. After all, you don’t But what if you have a small/home
friendly approaches to business can cost a want to become known as a spammer — you business? How do you create not just a
little more, there are many others that can want your emails to be opened and read. In random email message here or there, but
actually help you save money as well as addition, prospects and customers seem to a powerful, cohesive campaign that helps
drive business?
The answer lies in new Web-based
applications designed specifically for the
Get Your Small/Home Business Ready with needs of small/home businesses. These
Tips from ENERGY STAR tools help non-experts build and manage
By Jason Womack professional-looking email campaigns, and
even run a variety of reports that show the
Green Fact: High temperatures and humidity demand more energy to cool the buildings ROI on each. Most services allow you to
where we work, shop, and play. For small/home businesses, that can be a strain on send an unlimited number of emails for a
finances as well as a strain on the environment. A few simple steps to curb energy use single monthly fee.
will set small/home businesses on an important path to savings and help reduce the risks
“
of global warming.
New Web-based
1. Turn off lights and equipment when not in use and use ENERGY STAR qualified
compact fluorescent light bulbs (CFLs) wherever appropriate.
applications are designed
specifically for the needs
2. Use fans to reduce the need for air conditioning.
of small/home businesses
3. Install an ENERGY STAR qualified programmable thermostat.
to design powerful,
4. Schedule annual, pre-season maintenance checkups with a licensed contractor to
ensure your cooling system is operating efficiently and safely. cohesive campaigns that
5. Use ENERGY STAR qualified products.
Source: ENERGY STAR (http://www.energystar.gov/ia/business/small_business/Cool_Small_Business.pdf?cm_sp=ExternalLink-_-Federal-

help drive business.
”
One of the most important benefits of
_-EPA).Ingersoll Rand is a global diversified industrial firm providing products, services and solutions to enhance the quality and comfort of
air in homes and buildings, transport and protect food and perishables, secure homes and commercial properties, and enhance industrial these applications is they make it easy to
productivity and efficiency. Driven by a 100-year-old tradition of technological innovation, Ingersoll Rand enables companies and their build and update opt-in email mailing lists,
customers to create progress. For more information, visit www.ingersollrand.com. assuring you are only sending information
50 Home Business ®
$1,000 a Week*
Mailing Our Sales Letters from Your Home?
Receive $2.00 for processing and mailing our sales letters! Process 100 and make $200 a week.
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… AND YOU CAN START MAKING MONEY IN JUST FIVE DAYS!
Dear Potential Home Mailer, *Brand NEW Bonus Program.* Naturally,

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with our program to guaranteed.
is 100% send out costly
We are so excited to introduce a new program, that you will materials to people who will never follow through. When
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to make $2 for each envelope you mail with our sales letter? internet connection, we can also pay you $2 for every email up in our database, assign you your specific ID number,
And if you have a computer and internet connection would you you send to us. We will provide you a free website. You never send you all the necessary instructions, materials and our
like to make $2 for every email you provide us? If your answer is pay any hosting or monthly fees. sales letters and you can start earning money on a weekly
YES, our company has the right opportunity for you. basis right away.
Again, we will send you a simple one page of instructions on
Congratulations! Here is your chance to become an active exactly how to send people to our website for FREE or 90-Day 100% Money Back Guarantee!
participant in the most outstanding Home Mailing Program inexpensive methods. And for anyone that inquires for more Try out the Home Mailer Program for the next 90 days. If you
ever. This program is ideal for students, people in-between information, by just leaving their email address, we will pay are not satisfied with this program in any way, simply return
jobs, and just about anyone who would like to make some you $2 for each email address. Imagine if just 100 people just the materials and you will get a complete and immediate
extra income. gave us their email address, what would that be worth to refund of the purchase price. You can of course keep all of
you? How about just 1,000 emails? the money you have earned. You have nothing to lose and
How Does This Program Work? everything to gain!
We need hard working people like you immediately. Our Again, none of these people needs to buy anything in order
company is anxious to use your services in mailing our sales for you to get paid. And here is the best part, for all emails you Take Action Now!
letters that we supply. We are a growing publishing company will not even need to send them one of our sales letters or Don’t let this opportunity slip by. Don’t put this down and
that markets a variety of books and self-help publications emails in order to get paid. We will take care of all that. forget about it. Go ahead, make the best decision you can
nationwide and understand that people like you want to ever make in your life! Take a few minutes right now and
work from the comfort of your own home. There are no quotas to meet and no limit on how many you complete the registration form below, so that you can mail
can send us in a week. This simply means that if you process it back to us as quickly as possible.
Maintaining a staff can be very costly, so instead of hiring and mail 100 sales letters or provide us with 100 emails a
employees, we utilize home mailers. We have found it much week, you’ll receive $200 a week. If you process 250 letters or
more cost-effective to have independent home mailers like emails a week, you’ll receive $500 a week. If you process 500
you working with us and give you the opportunity to make letters or emails, you’ll receive $1,000 and so on.* Send to:
substantially more money. As an independent commission At Home Publishing
mailer you can work as much or as little as you want. Best of And on top of all that you will earn 50% commission for any 701 N Green Valley Parkway #200
all, you can work from home at your own pace. orders that we receive from the letters you mailed or emails Henderson, NV 89074
provided. And if you don’t have a computer, then don’t worry q
Keep in mind, this is not a get rich quick business, pyramid about it, just do the mailing part of the program. U Please send me your complete, easy to follow
scheme or has anything to do with network marketing. You step-by-step Home Mailer Program. I understand that
will never have to try to personally sell your friends or family if I am not satisfied with this program in any way, I may
anything. This is not an offer of employment or job that you “I was really in bad debt. I had to return the materials for a complete and immediate refund.
can do from home, nor is it any type of phone sales job. You With that understanding here is my $35.00 plus $5.00 for
make some money really bad.
do not need any special skills or previous experience. shipping & handling for the total of $40.00.
My credit cards were maxed out.
However, this is a legitimate honest way for you to earn extra And the minimum payments Enclosed is: ( )Check ( )Money Order
income from home. were getting too high for me to (Please do not send cash through the mail)
even ………..
How Much Can You Make? So anyways, my brother got the
By following our simple one page of instructions for promot- registration form from you guys. So, I decided to do it too.
ing our publications, including using free to cheap methods, About 2 weeks later I received $840. That helped a lot. Then
you will receive all your pre-addressed inquiry envelopes NAME ________________________________
every week there after I received between $1,140 - $1,360.
from outside prospects with postage stamps ALREADY I’ve been doing this for about 3 months now. The money
affixed. Your work will merely consist of securing the hasn’t stopped.”* ADDRESS ______________________________
envelopes, place in one of our sales letters and mail them out.
That is about it.
_____________________________________
*Testimonial is just one of true certified testimonials that we keep on record.
You will NOT pay for any postage. You will Results are not typical and vary by individuals. Typical person will not follow
NOT need to sell anything in order to get $2 the simple one page of instructions and make no money at all. CITY ________________ ST _____ ZIP ________
We do offer a 100% satisfaction guarantee.
per letter mailed. You will NOT have to pick
up the phone and talk to anyone. How to Get Started! PHONE ________________________________
For those who are serious about earning extra income, we
Just send us the used envelopes for proof that you had done require a completely refundable fee of only $35. This fee
the work and we will compensate you $2 for each one of will be returned to you as soon as you process your first 100 EMAIL ________________________________
them. Absolutely guaranteed. It takes the average person envelopes or valid emails provided. This assures us that you Nevada residents please add $2.63 sales tax. HBM0910
about three to four hours to process and mail a couple are serious about working from home and not just merely Not available in NC.
hundred letters. curious.
Greener Options
to people who want it, and that you’re complying with current
CAN-SPAM laws. They also make it easy to segment and build
multiple lists to be sure the right people are receiving the right
type of information.
Their tools let you continuously refine your lists, helping you
target more of the right people. And any recipients who aren’t
interested in this particular offer (but want to remain on the list)
HOME OFFICE
can just hit the “delete” key without adding to the waste stream.
It’s the ideal solution for small businesses that want to market
greener—and more effectively—while keeping their budgets
under control.
SWITCH FROM FAX MACHINES TO AN INTERNET FAX SERVICE

Faxing remains a common form of communication in many
industries. And most faxes are still sent and received on fax
machines — one of the least-green technologies in any office.
Let’s start with the obvious — paper usage. Every fax that
comes into a fax machine requires at least one piece of paper to
convey the message. Many take a whole lot more. Often times
outbound faxes are printed specifically for the purpose of sending
them on the fax machine as well. If something goes wrong on
either end, that much more paper is consumed until the entire fax
is transmitted correctly.
Then there’s the toner and its packaging. Plus, there’s the
electricity to keep the machine running 24 x 7, just in case
someone on either end wants to send a fax. And when the
machine is at the end of its life, there are all the disposal issues
you face with any office equipment. It’s a concerned citizen’s
nightmare.
“solution
Marketing with email is the ideal
for small businesses that
Mailing Lists! want to market greener — and more
Home-Based Business effectively — while keeping their
Opportunity Seekers budgets under control.
”
The solution here is to move to an Internet fax service—a
PRIME SOURCE LEADS! service that allows you to send and receive faxes via your email
From the Publisher of account or a secure online server. Because the documents are
Home Business Magazine® delivered electronically, you can choose which pages (if any)
require printing, helping save a few trees. How many? It’s been
estimated that if just one percent of all paper faxes sent in
Sent Promptly to You by Labels, Disk or Email America each year were transmitted electronically instead, 73.5
million trees would be saved. If two or more people need the same
document, it saves even more paper since you can just forward it
For Prices, Information and to Order Online Visit: electronically instead of making paper copies.
www.homebusinessmag.com An Internet fax service helps you reduce your energy
(click “Mailing Lists” link) consumption as well, since you send and receive faxes on a PC,
laptop or mobile device you’re already using for something else
or call to order using credit card: (800)734-7042 instead of a separate machine. And, of course, it eliminates the
Fax order: (714) 388-3883 use of toner and the need to dispose of a separate piece of office
Paypal: publisher@homebusinessmag.com equipment when its useful life is over.
An Internet fax service also adds convenience. Unlike a fax
For more info or to obtain order form: (800)734-7042 machine, which is tied to a specific location, you can send and
receive Internet faxes anywhere you can get an Internet connection.
Home Business Magazine® So if you’re on the road and need to send or receive a fax, you can
head to a Wi-Fi hot spot, plug in an Internet access card, or use your
20711 Holt Ave, PMB 807, Lakeville, MN 55044 mobile device.
52 Home Business ®
An Internet fax service helps you save trees and reduce your
energy consumption, since you send and receive faxes on a PC,
laptop or mobile device you’re already using for something else
instead of a separate machine.
Less paper, less electricity, less cost, more convenience. Tough

to beat a combination like that.
MAKE MORE OF YOUR MEETINGS ONLINE

There’s a lot to be said for meeting face-to-face instead of
exchanging messages via email or a document repository. Mere
words on a page (or screen) don’t begin to convey the nuances
and hidden meanings that can become rather obvious when you
can hear the tone of someone’s voice or read their body language
or facial expressions.
Yet unless everyone attending the meeting is driving an electric
car to get there, it’s not the most environmentally-conscious way
to go. Of course, sometimes it’s important to meet face-to-face
since certain tasks can only be accomplished that way. If everyone
being there in-person isn’t critical to the success of the business,
however, consider making meetings online instead.
For a small investment in camera equipment and a small
monthly fee for an outside service provider, you can realize many
of the same benefits you would by being together in-person. You
can see and read facial expressions. You can hear the tone of voice
and the nuances in speech. You can share presentations, desktop
applications, and web sites. You can white board ideas. You can
even use the camera to do a little show and tell.
Not only do online meetings save the transportation costs
and impact on the environment, they can help you reduce other
expenses as well—from housing for out-of-town participants to Each day more and more
the purchase of the ubiquitous doughnuts that always seem to go entrepreneurs, who have no
to waste. Not to mention the time spent traveling to and from experience or knowledge of medical
billing or the healthcare industry, are
the meeting itself. leaping at the opportunities of owning
Many laptops these days come with a camera, so it’s really a a medical billing and practice
management business as a licensee
good time to move more meetings online. of ClaimTek. The healthcare industry
is expanding and it is the best place
to be right now !
GO GREEN, SAVE GREEN
ClaimTek offers comprehensive
Becoming more environmentally-friendly doesn’t have to cost programs to help you launch your
you more. In fact, with the right technology choices, it can cost business quickly. You’ll have
you less. state-of-the-art software, training,
marketing, and support. Put a smile
By taking advantage of various Web-based technologies, you on your face! Call us now or visit
can improve your business operations and your bottom line, all our website to learn more.
while helping reduce your business’s impact on the planet. It’s the
ultimate trifecta for the environmentally-conscious. claimtek.com
Steve Adams is Vice President of Marketing for Protus (www.protus.com),

provider of the highest quality Software-as-a-Service (SaaS) communication
tools for small-to-medium businesses (SMB) and enterprise organizations,
including my1voice, the cost-effective, feature-rich virtual PBX phone service
that travels with the user from phone to web, award-winning MyFax, the
fastest growing Internet fax service, and Campaigner, an email marketing
solution with advanced automation features. Steve can be reached at
sadams@protus.com.

53
Three’s the
Number!
SUCCESS STORIES
Third Company of Entrepreneur/Activist was Designed

to Meet the Demand for “Real” Home-Based Businesses
P
hila Vocia spent over 35 years in the Prior to Pictomoney, Phila gained her
home-based business industry as a pro- experience in the work force as an entrepre-
fessional member, and she invented neur. She has an Associate of Arts Degree
three home-based businesses. According from New Jersey’s Atlantic Cape Community
to Phila, Pictomoney is the best one yet! College and a New Jersey Real Estate License. Phila Vocia’s home business is a “pictoral
Garnering her experiences in the home- She also is a certified Paralegal. look” at the interesting development of
based business industry; she launched Pictomoney uses legal email-based leads, web-based business.
www.pictomoney.com in August of 2008. It’s newspaper and magazine ads, billboards, tele-
a “pictoral look” at the interesting develop- vision credits, interviews, word of mouth, or to establish the business in a trust so the
ment of web-based business. “Literally, we goodwill advertising to promote the business. Distributors and their families can keep the
sell pictures that you can frame,” says Phila. According to Phila, so far, her best business benefits and income they earn from the com-
If you asked Phila, she would tell you achievement was developing downloadable pany perpetually, as in the Distributorships
that she was inspired to design and open children’s games and things to do as far back are willable.
Pictomoney due to the increasing demand as 1998 when she first entered the Internet Phila, a community activist, is outspoken
for home-based businesses that are “real” dot com industry. You can see them at the about “going green” and also sells one item
— “real” meaning, you will be paid for Pictomoney Gallery that is free to Distributors number of LED light bulbs in the Products
your work the way it is outlined in the and available for sale to the general public at section as a symbolic gesture to help save
Distributor Agreement. Her customers are www.pictomoneyretailgallery.com. the planet. For more information, email
anyone and everyone over 18 years of age. Phila intends to stay open for years and info@123deskmoney.com.
$59.95 monthly unlimited messages

t Professional Operators 24 Hours a Day!
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Comments/Email Address:
Home Business Mag, 20664 Jutland Place, Lakeville, MN 55044

Order Online: www.homebusinessmag.com (Click Print Advertising Channel)
Or Call: 800-734-7042 Or Fax: 714-388-3883
54 Home Business ®
Bringing More
Toys and Stories
to the Market
Woman Entrepreneur Expands on Geography,
Culture, Family Structure, and Education, While
Wrapped In Bodily Noises Kids Love
A
fter 12 plus years on Wall Street in kids in a very silly and
a demanding job that required the engaging manner about
Angela Larson runs a toy company, Fierce Fun Toys, LLC,
vast majority of her awake hours, “differences” including
from home.
Angela Larson moved toward a home-based geography, culture, and
business. The inspiration was simple: She family structure. the market which will all include expanding
wasn’t enjoying Wall Street, she wasn’t The home-based company’s promotional on geography, culture, family structure, and
getting paid, and she had two young boys efforts run a wide range of activities, from education, while wrapped in bodily noises
with which she wanted to spend more time. traditional PR activities like press releases which kids love.”
Running a home-based business didn’t not and attending trade shows to reaching out In the future, Angela hopes to move
mean Angela was a stay-at-home mom that to consumers on social media (mommy beyond storage in a bedroom to a
works. “It means I’m a work-from-home blogs, toy reviews, etc.) and the company’s distribution facility. She wants to still have
mom in a job that requires a good chunk web site. Customers include toy enthusiasts head quarters at home, three to five toys
of time and energy, but allows me some (adults and kids) and retailers (hospital, gift on the market, at least 18 books, and an
flexibility as to when and where that time and toy stores). interactive on-line zoo world, and a second
and energy is spent,” says Angela. She runs a Having launched its first products and genre of animals and toy sets. These are the
toy company, Fierce Fun Toys, LLC. gained some retail distribution, Fierce Fun upcoming two-year goals, so her company’s
Fierce Fun Toys currently has one product Toys’ next big challenge was coming up with long-term future is still too be had. For more
on the market, two books, and has two more more product ideas. What’s next? “Well, I information, visit www.FierceFunToys.com
products in development along with eight won’t tell you now,” says Angela, “but we or www.PhartEphant.com.
more books. The company’s goal is to educate are excited to bring more toys and stories to
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55
claims. Visit or phone as many of the

Advertising current and former franchisees as possible.
You often must contribute a percentage Ask them about their experiences. See for
of your income to an advertising fund even yourself the volume and type of business
if you disagree with how these funds are being done.
used. The disclosure document provides
information on advertising costs. Earnings Potential
You may want to know how much
Current and Former Franchisees money you can make if you invest in a
The disclosure document provides particular franchise system. Insist upon
important information about current written substantiation for any earnings
and former franchisees. Determine how projections or suggestions about your
many franchises are currently operating. potential income or sales. Franchisors
An accountant can help you understand the
A large number of franchisees in your are not required to make earnings claims, company’s financial statements, develop
area may mean increased competition. but if they do, the FTC’s Franchise Rule a business plan, and assess any earnings
Pay attention to the number of requires franchisors to have a reasonable projections and the assumptions upon which
terminated franchisees. A large number basis for these claims and to provide they are based.
of terminated, cancelled, or non-renewed you with a document that substantiates
franchises may indicate problems. A them. This substantiation includes the out of business or into bankruptcy after you
number of different owners over a short bases and assumptions upon which these have invested your money.
period of time may also indicate that the claims are made. Make sure you get and
location is not a profitable one, or that review the earnings claims document. ADDITIONAL SOURCES OF INFORMATION
the franchisor has not supported that In addition to reading the company’s
outlet with promised services. Financial History disclosure document and speaking with
The disclosure document gives you the The disclosure document provides current and former franchisees, you should
names and addresses of current franchisees you with important information about speak with the following:
and franchisees who have left the system the company’s financial status, including
within the last year. Speaking with current audited financial statements. Be aware that Accountant and Lawyer
and former franchisees is probably the investing in a financially unstable franchisor Investing in and starting a franchise can be
most reliable way to verify the franchisor’s is a significant risk; the company may go costly. An accountant can help you understand
58 Home Business ®
the company’s financial statements, develop obligations under the franchise contract, so get a Dun & Bradstreet report or similar
a business plan, and assess any earnings you will not be surprised later. reports on the franchisor.
projections and the assumptions upon which
they are based. An accountant can help you Banks and Other Financial Institutions Better Business Bureau
pick a franchise system that is best suited to These organizations may provide an Check with the local Better Business
your investment resources and your goals. unbiased view of the franchise opportunity Bureau (BBB) in the cities where the
Franchise contracts can be long and you are considering as well as provide funds franchisor has its headquarters. Ask if any
complex. A contract problem that arises for your startup. (See this issue’s article consumers have complained about the
after you have signed the contract may “Raising Money for Your Home Business” company’s products, services, or personnel.
be impossible or very expensive to fix. for more information on professional
A lawyer can help you understand your lenders.) Your banker should be able to Government Departments
Several states regulate the sale of franchises.
Check with your state Division of Securities
Franchise Financing or Office of Attorney General for more
information about your rights as a franchise
All major franchisors either have their own internal financing options, or they work
owner in your state.
with preferred lenders familiar with their franchisee concepts and are eager to loan
Buying and starting a franchise is investing
or lease you money.
in your future. The International Franchise
The franchisor usually has prearranged financing for the business equipment, Association (IFA), one of the world’s oldest and
initial franchise fees, and operating capital. The terms are generally attractive, but largest associations representing the franchise
may vary depending on your credit history. industry, wants tomorrow’s franchise owners
The national franchise organization makes the rules and regulations guiding to make educated decisions about their futures.
operation of all the franchised stores or businesses. You may or may not always For more information about franchising, visit
agree with those decisions. IFA’s web site at www.franchise.org or the
FTC’s web site at www.ftc.gov.
Jim R. Sapp is Founder and President of eSapp Consulting LLC. For more information, contact eSapp Consulting LLC, 6520 East 82nd Source: Federal Trade Commission (FTC), www.ftc.gov. Excerpted
Street, Suite 200, Indianapolis, IN 46250. Phone: 317-577-4995 (ext. 126). Fax: 317-577-4996. Email: info@sappbiz.com . Website: from the FTC’s “Consumer Guide To Buying A Franchise.” Also
http://www.sappbiz.com . reprinted with permission of the International Franchise Association,
www.franchise.org.
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HOME BUSINESS DIRECTORY LISTINGS
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For FREE Information, please send a long self-
addressed stamped envelope. MIABELLA GOURMET
TINY DETAILS CANDLES DIRECTOR
129 Main Street Network Marketing Coach & Online Trainer
Groton, NewYork 13073 Since 1996 Notice to Readers
1-877-489-2900 Sue Seward,Texas HOME BUSINESS® Magazine is sold as information
only. The publisher, United Marketing and Research, Inc.,
607-898-9132 800-985-4697 considers its sources reliable and verifies as much data
info@tinydetails.com
sueseward@gmail.com as possible, although reporting inaccuracies can occur;
www.TinyDetails.com consequently, readers using this information do so at their
Assemble dollhouse www.BurnEarnRetire.com own risk. The publisher has not done a background check
miniature accessories on listed companies (which includes advertisers), nor
SEND OUT CARDS does it know people at all the companies. The publisher
at home for great pay. We make things like
Greeting Cards & Gifts With FREE Websites cannot assume any responsibility in any manner for the
miniature books, cards, magazine, silverware actions of any of the listed companies, and the publisher
chests, and other accessories that are 1/12 scale
Don & Lorraine Gill, USA
cannot guarantee the outcome of any correspondence,
for dollhouses. Assemblers can make as many of 856-384-0440 arrangements, or subsequent transactions the reader
repinfo@EasyCardStoreBiz.com may make with any of the listed companies. HOME
each item as they would like so there is no limit
BUSINESS® Magazine is sold with the understanding that
to what you can make. www.EasyCardStoreBiz.com
the publisher is not engaged in rendering medical, legal,
financial, accounting, tax, or other professional service.
If medical, legal, or other expert advice and assistance are
required, the services of a competent qualified professional
Product Review: person should be sought.
The publisher, United Marketing and Research
Mojo Photo Booth Company, Inc., assumes no responsibility for any changes
of offers, nor for any companies/advertisers that may go
Commercial Grade, Portable Photo Booths Open Up out of business. All correspondence regarding questions or
problems on a company’s (including advertisers) program,
Innovative Business products, or services should be directed to the company,
not to the publisher. Advertisers and advertising agencies
F
or those looking for a fresh new business assume liability for all contents of advertising and for
any claims arising therefrom. It is up to the user of this
opportunity, photo booth rentals is a hot publication to investigate the product or service offered,
new trend to consider. During last year’s and to make sure the company is reliable and that the
recession, there were still 2 million weddings and product or service meets the user’s requirements. United
Marketing and Research Company, Inc., is not responsible
more than $42 billion spent in this industry. Photo for the delivery of merchandise, starter kits, supplies, or
booth rentals are some of the least expensive items other products and services ordered from advertisers.
for these high-budget events that can provide ©1993-2010. Reg. # 4180563 and 4145799.
TRADEMARKS: Home Business, Serial Number
unsurpassed guest entertainment. 74/713646 and Home Business Magazine, Serial Number
Mojo Photo Booth is a commercial-grade, 75-086596, issued by the United States Department
portable photo booth that fits up to ten people. of Commerce, Assistant Commissioner for Trademarks.
Mark Type(s): TRADEMARKS: Conform to the
This turn key opportunity is a “one-person minimum requirements set forth in 37 C.F.R. Sec. 2.76
operation” that is easily marketable. A typical event, per the company, brings in $1,000- (e); and formal requirements set forth in 37 C.F.R. Sec.
1,200 and uses just $20 in photo paper and ribbon — generating an impressive return 2.76(b) and (c). All rights reserved. No part of HOME
BUSINESS® Magazine may be reproduced, stored in a
on investment. retrieval system, or transcribed, in any form or by any
Mojo offers a Complete Package for $5,795 that comes with everything you need to means, photocopying, electronic, mechanical recording
start servicing events including a 10+ MP digital SLR camera, studio quality sub-dye or otherwise, without prior permission in writing of the
publisher, United Marketing and Research Company, Inc.,
photo printer, high-performance laptop, 20” flat panel widescreen LCD monitor, and Lakeville, MN 55044.
enough supplies to get you going. “This amazing concept will become a staple at every Articles appearing in this publication express the
wedding reception over the next few years and Mojo Photo Booth is leading the way,” opinions, experience, and research of its authors and not
necessarily the opinion of HOME BUSINESS® Magazine.
says Jennifer Stevens, Director of Marketing at Agency 312.
For more information, visit www.mojoPhotoBooth.com.
62 Home Business ®
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25+ FRANCHISE BUSINESSES RAISE INSTANT START-UP $CASH$

Home-Based Business & Opportunity Magazine OCTOBER 2010

Dave Ramsey Talks About How

Build Your Home-Based Future at the

Build Your Home-Based Future at the

Tips to Protect Your Network.

34 Resurrect the Dead.

host of the nationally-

62 Home Business Directory Listings

WORK-FROM-HOME SUCCESS STORIES 62 Network Marketing Contact Listings

37 No Longer Living on Rice and Hot Sauce.

54 Three’s the Number!

55 Bringing More Toys and Stories to the Market. MONEY CORNER

12 Letters to the Editor

September/October 2010 | Home Business ®

LETTER FROM PUBLISHER

Has This Entrepr

SUCCESS? Joe Calloway, partner in Engage Consulting Group

PRELIMINARY CONSIDERATIONS Competition

September/October 2010 | Home Business ®

you attend, research what

Comparison shop by visiting

1/3 pg. system. Study the disclosure document.

AD and franchise contract and have an

“ Do not sign any contract or make any payment until

September/October 2010 | Home Business ®

will help you to better assess the damage to your clients’

7. Energy Saving Consulting

CITY GUIDE retirement, and reach other financial goals.

Plus... he'll teach you for FREE, if you want!

Do you think making money is easy? Luke Jaten does...

Are you ready for the punchline? He claims to have

September/October 2010 | Home Business ®

Suggested Resources: 12. Internet & E-commerce Consulting

business and trade journals; produce a blog

Ti Contact me today to ﬁnd out why this little half page ad is

Call today 1-800-763-1977 (Recorded Message - 1 Min.)

14. Pet Services (Mobile)

Photo Courtesy Of Dave Ramsey.

“With a franchise, ask the most successful franchisees

Work at Home or get a great paying on-site job!

Real cash. Real fast. Real Fun.

a lot of people.” But does he or she

■ Add some personal flair to your

business all the time. Chances are

other areas of your life that people

A NEW TWIST ON AN OLD TOOL

shape how this tool gets implemented and Has Th

FOU epren gazin

however, remember that your involvement ET

with business networking sites should be SU ed Bus

just one small aspect of your business Entre

building efforts; it’s definitely not an

end-all approach for getting business. EIGHT

Essentially, when you use today’s business

one more way to connect with clients and

prospects so you can build your business

September/October 2010 | Home Business ®

September/October 2010 | Home Business ®

■ “I want better ________ (e.g., pet food).”

Then ask: “What is the competition offering (better, faster or

MISTAKE 5: NOT BOOTSTRAPPING THE BUSINESS

September/October 2010 | Home Business ®

enjoyment in working with seniors. Good

Dear Potential Home Mailer, Brand NEW Bonus Program. Naturally,