SESSION THREE

Computer & Communication Tools

Types of Communication External Internal Basic Communication Tools Telephones Telephone tips Facsimile machines Facsimile tips Computers Desktop Laptop/Notebook Handheld Software Auxiliary Products Internet Browsers Feasibility and specifics Internet service provider E-mail Technology Planning Top Ten Do's and Don'ts Sound Byte Transcriptions Session 3 Business Plan Session Feedback

Types Of Communication

Gwyn Myers, Ph. D. Management Consultant "You can't do without communication and computers, they are absolutely key to the success of your business." Read 809 PC - wav 809 Mac - aif 627KB Real - rm

Communication is key to any business success! Unless potential clients and customers are aware of your business, they will not have the information to contact you or to purchase your products. When they are aware of your business, they must be able to contact it easily.

Two types of communication are essential - external and internal.

• External communication reaches out to the customer to make he or she aware of your product or service and to give the customer a reason to buy. This type of communication includes your brochures, various forms of advertising, contact letters, telephone calls, Web sites and anything else that makes the public aware of what you do.

  Image is extremely important in external communication! Your logo should represent who you are; your letterhead should be a selling tool; your telephone message should reflect your professionalism.

• Internal communication is essential to attracting and retaining a talented staff. You must provide the direction for the company by consistently communicating that message; you must motivate your staff through various forms of communication, which can include awards, newsletters, meetings, telephone calls and formal and informal discussions.

The following discussion will be grouped into 1) basic communication tools, 2) computers, and, 3) the Internet.

Basic Communication Tools

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• Telephones

  There are many types of telephones, and only you can decide which type(s) or combinations of types are right for you.

  Even the standard telephone that is installed in your office has many options. You should start with at least one line that is unique to your business. This line should have the capability to take messages in case it is not answered personally.

  The wireless telephone is becoming a requirement. With a wireless telephone, you can avoid missing calls. The features needed for this type of telephone depend entirely on you and your needs. You can get the basic instrument free by signing up with most carriers, or you can get a model that can receive your e-mail, media, Internet, store your contacts, maintain your calendar and allow you to play interactive games.

  There are many features from which you can choose on standard and wireless phones, such as call waiting, call forwarding, conferencing capabilities and voice mail. There are also many plans and carriers from which you can choose. Competition has forced options that bundle popular features and usage patterns, making them very cost effective. Be sure to ask questions about your specific needs before selecting a carrier and a plan. When your usage or your needs change, do not hesitate to request information on plans that more closely meet your new set of requirements. Most wireless phone companies allow you to return the phone within 15 to 30 days after activation if you are not happy. Use this time to check if the cell phone has acceptable reception in the places you will use it most such as your home and work place.

Greg Washington Consultant, Marketing for Physicians "Look at the Internet as an opportunity to create an electronic brochure." Read 653 PC - wav 653 Mac - aif 508KB Real - rm

• Telephone Tips:

  It is important to treat the telephone as an important business tool. Record a voice mail message that indicates when you will return the call and then continually check your voice mail to return calls promptly.

  Have a separate line for your business phone and your personal phone. Don't have family members pick up or use the business phone. Get any required extra telephone lines installed before you start.

  A remote (voice mail) answering system is usually more desirable than using an answering machine. Voice mail is reliable, reasonable in cost, accessible from anywhere and projects a more business-like image.

  The need for an 800 number is becoming less important because long-distance rates are much more affordable.

  Consider using a headset for both cordless phones and cell phones. It is clearer, safer and you can move about with free arms.

  When leaving phone messages, clearly state your name and phone number at the beginning and the end of the message.

  Be polite in wireless use! Good business courtesy includes avoiding being interrupted by telephone calls when in a meeting or during a business lunch.

• Facsimile Machines:

  The decision must be made as to whether to get a simple fax machine or whether to get an "all in one" model that not only faxes but also prints and scans. Consideration should be given to your budget and your space constraints. Generally, the simpler the machine, the less problems you will have with it.

  It is very important to get as much memory as possible on your fax. That makes it possible to send at a rate faster than the rate at which the fax can print. Only when the memory is full will the transmission rate slow down to the speed of print.

  Some vendors can provide you with a fax number that works with your e-mail system. Sending a fax to you works just like it does when the fax is being received by another machine but you receive it as an attachment to an e-mail. This can be very handy for those who travel on a frequent basis and are not always near a fax machine.

  Facsimile Tips:

  Use a cover page that is appropriate for your company. Remember, this is an external communication that reflects your business and your image.

  Use a separate dedicated phone line for your fax machine.

Computers

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The following discussion will focus on three basic models - desktop, laptop, personal digital assistants (PDA's) and the software that makes them work.

Desktop:

This is the most common type of computer, one that is set up to operate in your office. This computer system should include a basic processing unit, a monitor/flat-panel, a modem/ethernet card, a CD/DVD drive, USB ports, and a printer. Printers have come down in price quite a bit. When purchasing a printer think of long-term cost. Laser printers cost more up front but are less expensive over the long run when taking printing costs into account. Some type of backup storage should also be considered, such as a Zip drive or a read/writable CD or DVD.

Computer systems can be purchased for a wide range of prices. Given rapid advances in technology, whatever you buy today may soon become obsolete. Fortunately, this does not mean that the computer you purchase will not meet your business requirements for a much longer period of time. For doing basic word processing, e-mail, accounting, and spreadsheet work you will not need to get a top-of-the-line computer.

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Helpful Computer Reviews:

• Amazon.com - Includes top seller list as well as user reviews for each computer.
• PC Magazine - Various in depth reviews
• CNET - Various in depth reviews

Laptop / Notebook:

A laptop computer is portable. A single unit will contain a combination of the capabilities shown for the desktop. It usually does not include a printer so that will have to be purchased as an additional item. Another option is a docking station that allows you to plug your laptop into a unit at your office, providing the capability of using your laptop as the basic processing unit while enjoying the use of a larger monitor and a full-sized keyboard.

Laptops tend to be a bit more expensive than desktops but if you travel and need computing capability, it is worth the extra expense. Once again, get as much capability as you can afford. Consider getting a laptop with wireless capabilities. This will allow you Internet access in a growing number of areas. Laptops are not typically as easy to upgrade as desktop computers because of the nature of their construction. You need to be sure you get all the features you need when you purchase your laptop. Getting a laptop with an extended battery is another good idea; however, if you will always have access to an electrical outlet; this may not be an issue for you.

Personal Digital Assistants:

Handheld computers, or Personal Digital Assistants, are becoming increasingly popular. There are basically two versions of these units: 1) those that use the Palm Pilot operating system and 2) those that use the Microsoft Pocket PC operating system. These units allow you to synchronize your key organizational elements with your computer. In a very small package, you can have your entire contact list and your calendar as well as a list of things to do. Many of these units also allow you to receive and respond to e-mail via wireless or modem transmission. You need never be out of touch! More and more features are being built into these units integrating them as a powerful tool in the business world.

Have a look at some of the leading products. Amazon.com allows you to view top, customer-rated products, customer reviews, best sellers, and more.

Software:

Read Transcript The software you purchase is key to making your computer productive. The operating system, whether it is a PC or a Macintosh, should be loaded onto the system. Many software packages are often bundled into the system at the time of purchase. At the bare minimum, you should have the capability to do word processing, spreadsheets and presentations.

Currently the most widely used and accepted office software package is Microsoft Office. Microsoft office offers an array of powerful tools for word processing, e-mail, spreadsheets, presentations, organization, and much more. Click to view Microsoft Office Products.

Additionally, you should consider financial and accounting software that is appropriate for your particular business. Keep in mind that many accounting/bookkeeping software packages are not double-entry systems and care must be taken in making the entries correctly.

Auxiliary Products:

Many products can be used in conjunction with your computer to enhance the functionality and image of your business. These also require software specifically designed to facilitate its usage.

• Digital Camera - a picture taken by this type of camera can be directly loaded onto your computer for a variety of uses. Usage ideas include pictures of properties, product catalogs, pictures accompanying résumés and many more.

  Digital cameras come in various shapes and sizes, but what really sets them apart in price is image quality, which is measured in mega pixels. Anything over five mega pixels will give you great quality. Top rated digital cameras.

• Scanner - when you have a printed copy of something that you would like to include as part of a digital document, you can create a digital image by scanning the printed copy with this type of equipment.

• Wireless Transmission - this feature allows you to communicate with other devices equipped with the same feature. Being able to simply point your device at another one, without hunting for the cord and plugs, is very appealing and has many productive implications.

• Don't overlook the importance of making regular external backups to the individual programs used in your business. Backups are commonly stored on CD's or Zip discs but there are also services provided on the Web to facilitate this process.

Internet

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The Internet has become a very important business tool! For example, a new marketing tool that is a huge benefit to local businesses is now available: the “local” link on search engines. To demonstrate the power of this tool, please go to a search engine such as Google or Yahoo and enter “Flower Shops”. Then, click on the “local” link at the top of the page and enter your zip code. Presto: local flower shops will be displayed on a map along with links to their Web sites. Savvy businesses today are taking advantage of this marketing tool. It can be used at a basic level for e-mail and for research and it can be used at a more comprehensive level as a channel for selling your products and services.

To get access to the Internet, you need a browser. This is a piece of free software. Microsoft Internet Explorer and Netscape Navigator are the two leading browsers.

Now that you have a browser, you need to get access to the Internet. This is done through an Internet Service Provider (ISP). These providers range in the features that they provide, but all give you the capability of e-mail. If you want a very comprehensive set of features, then America Online or MSN might be for you. If you are comfortable with accessing the Internet and working within an environment that assumes a little more knowledge on your part, an ISP such as SBC, AT&T or Earthlink might meet your needs. As with other forms of communication, there are many plans and prices from which to choose.

How you use the Internet in your business is up to you. Perhaps you are not ready to sell your products on the Internet, but you are interested in developing a Web site, or home page, that lets people know what you do. At the other extreme, you may want to use the Internet as your main sales channel. Just remember, the basics are still on the ground - you need products and services that people need; you need to attract people to your Internet site so that they have the option of purchasing these products and services from you; you need to convince them to buy; you need a place to store your products; and you need a way to get them to the purchaser.

Session 10 of this course will furnish you with detailed information about the Internet and E-commerce.

Technology Planning

Before you start, plan for the technology that you will need. Get those extra telephone lines; purchase and learn how to use the computer; decide how you will and will not use the Internet.

Keep in mind that the monitoring of employees' use of the Internet while at work is not a violation of their rights to privacy. Your policy should be in writing and signed by your employees.

Remember, appropriate use of technology can make your business look established and successful from the very beginning!

Top Ten Do's and Don'ts                         Print this Top Ten List

TOP TEN DO'S

1. Gain the capability to do word processing, spreadsheets, presentations and e-mail.
2. Consider using an accounting software program appropriate for your business.
3. Consider a laptop computer if your business requires mobility.
4. Learn digital technology including use of pictures for marketing purposes.
5. Consider using a headset for cordless and cell phones.
6. Plan ongoing internal communications including awards, newsletters and discussions.
7. When leaving messages, clearly and slowly repeat your name and number.
8. Use a remote Voice Mail answering system rather than an answering machine.
9. Use separate dedicated phone lines for your business and fax lines.
10. Develop a logo to represent who you are: for stationery, signs, cards and Web site.

1. Start your business without knowledge about and possession of computer tools.
2. Overlook making regular external back-ups to computer programs.
3. Overlook the Internet as an important business tool.
4. Purchase more equipment than will meet your need for the next two years.
5. Spend for a top-of-line computer unless it is required in your business.
6. Sign up for extended time periods on any service including phone and mobile.
7. Neglect requesting information on communication plans that more closely meet your new requirements.
8. Fail to exercise your rights on return policies within time limits allowed.
9. Neglect the importance of an 800 number.
10. Sign up for long term plans with Internet Service Providers.

Sound Byte Transcriptions
Gwyn Myers, Ph. D. - Management Consultant      |Listen|

	Gwyn Myers Management Consultant

My name is Gwyn Myers, and my topic is computers and communication. It's an exciting topic because the big difference is it's now affordable. We can all have the help of a computer that was sometimes not possible in the earlier days.

I think that good communication, when you're starting a business, is critical, so I'm going to talk about just staying in touch. It's very important that when your phone rings, there's some appropriate way that you have of communicating with people. We have all sorts of devices now. There are all types of telephones, there are pagers, fax machines, and there's e-mail. So there is no reason that you cannot be accessible to the people to whom you are selling.

Now, regarding computers, my basic advice is get as much as you can afford. But also get something that you know is going to be reliable, that you can get repaired, that the company is not going to be out of business tomorrow. And again, get as much as you can afford, and don't be bothered by the fact that it's going to be obsolete the minute you walk out of the store. We all know that, but you need something to help you in your business.

Get standard software and buy it; don't borrow from a friend because then you're not going to have accessibility to the help desk and those types of things. Learn as much as you can. There are all types of night schools and community colleges that can teach you about computers, and while you're there, you may make contacts that will come in handy at a later date.

So, again, you can't do without communication and computers. They are absolutely key to the success of your business.

Greg Washington - Consultant, Marketing for Physicians      |Listen|

	Greg Washington Consultant, Marketing for Physicians

I'm Greg Washington, and I'm President and Founder of Patients Unlimited Marketing Consultants. We are an advertising agency that does marketing and public relations. Our current business concentration is in the Internet. We have been involved with the development and advancement of Internet businesses now for about five years.

One of the most important things that I would tell you as aspiring businesspeople is that the Internet is probably the best thing that could happen to a small business owner and operator. The reason is that it levels the playing field. As you present your services and meet your customers and clients on the Internet, they can't tell a big company from a small company.

So there is a wonderful opportunity there for those of you who are astute enough and resourceful enough to find the kind of individuals who can create a presentation of what you do and how you do it on the Internet. Look at the Internet as an opportunity to create an electronic brochure that will tell your story in a very quick way better than anything you could possibly do.

One final point that I think is very important is not to overlook the opportunity to have a Web site or an address where information on your business can be found. Not to have vital information on the Internet is a serious handicap because you're competing with other businesses--very small businesses that look very big on the Internet--and if you don't have that little special place to get information, it suggests that maybe you really do not have a successful business.

Jane Williams - La Habra Journal Community Newspaper      |Listen|

	Jane Williams La Habra Journal Community Newspaper

My name is Jane Williams, and I'm the owner and editor of the La Habra Journal, which is a local community paper that two women and I started five years ago.

If I had a tip for someone starting his or her own business, the biggest thing would be to be flexible and be ready for any eventuality. I think every assumption that we began with had to fall by the wayside. We did begin with a business plan. We had postulated the number of advertisers we would need to finance it. We thought we knew who those advertisers were.

It actually turned out that we never got any of those advertisers. That meant we had to scramble very hard to find people to make up for what was missing from the original plan. The plan did tell us how much we needed to get in advertising. Unfortunately, we were wrong about who we could get.

We also started out as a partnership and very quickly discovered that that just didn't work. There was no even way to break up the work. I, as the one who was doing 70% of the work, came to resent those who were not working as hard, and eventually bought them out. That took more money, more time and an awful lot of tact because I could not afford, in this type of business, to make enemies of those people.

One suggestion I would certainly offer is if you cannot go it alone, consider very carefully if you really need a partner. I think, from a woman's point of view, you're usually getting the partner just to have some support. Find a good friend, but don't take him or her into the business. Get the same support from a friend, not from a partner.

Lloyd Totten - Pest Control Service      |Listen|

	Lloyd Totten Pest Control Service

My name is Lloyd Totten. I'm a pest control operator. I own Personal Touch Pest Control. I've been in business for ten years now and I've been in the pest control business since about 1972. I started by buying a small route from a termite company and I took over the general pest control, which are household pests.

In the very beginning, I took a part-time job -- on Fridays, Saturdays and sometimes on Sundays, I was delivering flowers while I was building up my route. While I was delivering flowers, I was always giving my business card out to the same people I was delivering to, and a lot of them were businesses and homeowners.

At the very beginning, I took all the crappy jobs and wouldn't turn down anything. I did night jobs and a lot of restaurants. Now I don't do any restaurants. I've kind of learned the hard way. Sometimes I drove 50 miles to one stop. After a while, I weeded those out, too.

I now specialize mostly in apartments, management companies and homes. To build up my business, I target management companies that are required to have pest control because of the Health Department. They manage apartments, businesses, warehouses and laundromats. They have to have pest control.

Offering good service and being punctual has resulted in word-of-mouth referrals. I had saved some money, but then when you're waiting on people to pay you at the beginning, you go through that quickly. And then you find out a lot of costs you didn't think about. The insurance is real high. I could have done things a lot better and should have planned for a lot longer time to become profitable.

Now that I've been in the business for about ten years, I'm pretty happy. I do like the route. As to trying to grow, I have two sons; one is 16 and one is 20. If they're interested in it, then I will try to make it grow a lot more. Otherwise, I'm happy with what I have now.

Business Plan for Session 3: Basic Computer and Communications Tools

We heartily recommend that you download the individual business plan template for this session Business Plan Template Document 3 and complete it now.

Section 3: Communications

MS Word Printer Friendly Web Page Adobe PDF

Instructions on filling in the business plan template:

1. Each box has a permanent title in CAPITAL LETTERS
2. Below each title is a sentence starting with an "Insert here…" sentence. This will suggest information to insert. The boxes will enlarge as you take up more room so use all the space you need.
3. After completing each box, delete the "Insert here" sentence, which will leave only the permanent title of the box and the information you have filled in.

We suggest that you fill in each section of the business plan
as you proceed through the course.

The template for all sessions 1-14 can also be downloaded into your computer as a single document:

Section 1-14: All

MS Word Printer Friendly Web Page Adobe PDF

Include sufficient research findings and background materials. Make it interesting up by the use of background data, your biography, charts, demographics and research data. When your business plan is completed, print off and assemble the 14 sections.

Many other business plan formats are available in libraries, bookstores, and software.

Session 3 Feedback:

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