Create Your Own Stimulus Package

Create Your Own Stimulus Package

Give your business the boost it needs with an Action Blueprint.

By: Pattie Simone |

Like millions of other entrepreneurs, I saw my business tumble over the past nine months. Some of it was due to personal challenges: My dad got sick and then passed away unexpectedly at the beginning of the year, and I took time off to help my family and to grieve. A few months later, I was diagnosed with Lyme disease, which took a toll on my energy level and focus. But part of the downturn in my business occurred because I had become complacent about doing what I needed to do to make my personal sales goals.

I did have some notice. Some clients had expressed faint rumblings about shelving projects, but most seemed equipped to ride out the storm and move ahead. A few of their clients got nervous and cut budgets–and you can guess what happened next: an ominously quiet sales channel.

While I did have some panicky moments, there was no question about what my next steps had to be. I knew from past history that successful firms get through hard times by doing two simple things: acting and investing. Here’s how you can fuel more sales and get back into the fast lane within a few months.

Step 1: Assess Reality
Before I did anything, I knew I had to take a critical look at what I was and was not doing, as well as what I wanted to achieve. I also knew it was time to do some research and outreach to discover what my clients and prospects were clamoring for, what needs they would have in the short and long term, and how they were being affected by the economic downturn. I also read industry publications; spoke to strategic partners; listened to business shows on the radio, internet radio and TV; and made an effort to get to different networking venues. When I took the time to assess the full picture, it was apparent that I was missing some interesting (and lucrative) opportunities.

Step 2: Maintain Focus and Outline Objectives
With lots of meaningful data in hand, I was ready to jot down my objectives.

First was to finally move forward (read: spend money) and morph a dormant women’s speaking group, WomenCentric, into a full-fledged women’s speaking bureau, featuring dynamic authors, activists, health and wellness, and business gurus.

The second objective was to formalize a strategic alliance with a trusted out-of-state partner, Sally Heineman of Heineman Design, which resulted in a new viral marketing services business, Marketing-Advantage.net, which focuses on social media and digital asset deliverables.

While I was on a roll, I sketched out my next major goals:

* Get more paid writing assignments and speaking/training gigs.

* Ink a book deal before the year ends.

Once I had these objectives outlined, I was ready to move into the next phase; producing specific, strategic steps to attain my goals.

Step 3: Strategy and Planning
It’s one thing to visualize and write down your dreams, and quite another to achieve them. I had a lot of work to do, but I knew that every thriving business owner I’ve ever interviewed has invested in his or her own success by doing three things well: conducting client and industry homework, developing focused strategy, and implementing flexible, smart action plans.

So once you’ve outlined your objectives, you’re ready to hone your strategy and develop a strong to-do list, creating what I call an Action Blueprint. Here’s what this series of steps could look like:

Objective

Bring in 5 clients within 2 months.

Strategy

Focus on 2 niche sectors within a certain geographic area.

Action Blueprint

Compile great lead list, cold call and follow-up with direct and e-mail marketing.

Your blueprint should cover both operational needs and marketing initiatives, as both are critical to helping a business move forward. In my case, this meant focusing my energies on the following tasks:

1. Organize schematics and write all website content for WomenCentric and Marketing-Advantage.

2. Guide web design, layout and usability decisions with my webmaster, Francine Kizner.

3. Work with Sally on branding our joint project, Marketing-Advantage.

4. Craft a corporate and entrepreneurial speaking and training lead list.

5. Develop fresh speaking programs and book new speaking gigs via cold-calling campaigns.

6. Work the web for all it’s worth by updating web content, cross-linking, regular e-mail, e-blasts, social networking spaces, e-ads, blogging, etc.

7. Get out to new networking venues and association gatherings.

8. Hire a VA to assist me with administrative, service and sales tasks related to WomenCentric.

9. Dedicate consistent time to finish an e-book.

10. Complete a supercharged book proposal

Step 4: Reach Out
Everyone, no matter what stage her business is in, has an inner circle, assorted network connections and sundry people who would be willing to help if asked. I had insulated myself from a lot of potential possibilities and insightful advice; with my new Action Blueprint in hand, I knew exactly whom to reach out to. Think about the folks in your network, including high school and college alumni, work peers, vendors, friends and clients. The tactic here is to call to connect, listen to their news, and make good recommendations and referrals if possible. After that, you’re ready to share your latest news and quest for some great feedback/advice.

Step 5: Regain Momentum As you might imagine, all this research, planning, investing and outreach activity led to a heighted sense of confidence and empowerment. I knew that opportunities were out there, but with a clearer focus and defined objectives, my efforts became more productive. More important, all my hard work generated new business queries and booked projects.

While I was crafting my own personal stimulus package, Robin Berlinsky, president of a fun and super feminine line of bath and beauty products called NikiLeighSpa.com, based in Charleston, S.C., was busy hatching her own economic success plan. In Berlinsky’s case, she had her eureka moment after a particularly profitable event party at the Family Circle Cup, a well-attended annual tennis event in Charleston. Until then, Berlinsky was selling her line of lip gloss, body scrubs, fizzy bath bombs and bath crystals mostly online and through occasional home birthday parties for both pre-teens and young adults. A teacher turned entrepreneur, Berlinsky, who always was drawn to getting kids engaged with learning, realized she could take advantage of her current product ingredient inventory and turn her mostly retail-based sales efforts into a combination experience and learning-based “event.” Instead of reinventing the wheel and pushing her services independently, Berlinsky decided to hone in on one well-established potential client base: kids’ summer camps.

“Summer camps always are looking for fun ways to mix up their activities, and our unique offering blends science and art, with added entertainment value,” Berlinsky says. So she decided to focus on service and entertainment. Berlinksy did her homework, carefully researching her costs and profit margin with a savvy “numbers” partner. She quickly booked her calendar with niki leigh spa activity parties, where the attendees get to mix, stir and create their own special bath and beauty products in a fanciful, finished package boasting niki leigh spa’s strong “girlygirl” brand. With a new business model and the scalability to deliver a fun group experience, Berlinsky began booking corporate, birthday, retirement and employee-appreciation parties in Charleston and Columbia, S.C., as well as in Atlanta. The result: Profits have tripled in the past three months–not too shabby for a self-invented stimulus plan.

To achieve a steady stream of reliable revenue, take stock of your situation and target markets, refit and strengthen your deliverables as needed, invest the time, produce relevant marketing materials and sell with confidence to the right markets. Armed with a 360-degree picture, smart planning and strategic action, you too can profit from your own personal stimulus package.

As president of Write-Communications.com and Marketing-Advantage.net, and founder of WomenCentric.net, Pattie Simone empowers execs and entrepreneurs around the country, sharing her sales and marketing savvy and communications expertise as a mentor, speaker and writer.