Getting the innovation out there...

[The Rooms]

Hi everyone

I am new to UKBF and new to owning my own business... as you all found I'm sure, it's great to finally be my own boss and very exciting, but also very scary. I try to disarmour the fear through planning and working hard, but find that with a very small budget (and I mean tiny) it's hard to sell my innovative business quickly enough to cover the hard times (first few months' mortgage set up costs etc). Does anyone have any low cost solutions to setting up a co. base for a new venture like mine?

Thanks for your help!

Lucy (ps. It's an anti-ageing lifestyle management clinic based in Cheshire - led by myself and my partner (who is an anti-ageing surgeon))

[cjd]

I'm not clear what you are asking; is it how to set up the legal structure of a company or how to market cheaply or how to physically organise yourself?

[creospace]

What exactly is an anti-ageing lifestyle?

I'm intriqued as we age we can't stop it we just do. Interesting how we hungar for youth and there are companies selling us stuff we don't actualy need (society dictates we need it) we only think we do to feed our own stupidity sort of.

Much like the 419 scams that prey on our stupidity and greed, and people say the Nigerians are uneducated?

I'd love to hear more about your business concept though.

And welcome here :)

Gary

[bubblerock]

Creospace - of course you can slow down the aging process through lifestyle changes, everyone knows that if you smoke, drink, eat crap, don't exercise, lead a stressful life then you will look older.

I wouldn't say it was a scam - why shouldn't there be a service to help educate people in how to make the best of themselves? I'm not a fan of cosmetic surgery on the face because I think the majority look unnatural. But chemical peels and procedures to improve the appearance of the skin can do wonders .

I also think when I watch these TV programmes where people are educated to live healthily that a damn good haircut and makeover is approx 80% of the 'New you'.

Good luck in your venture!

[Mark Nagurski]

Hi Lucy,

It would help if you could tell us a bit more about what kind of help you require, but, in general terms as a start-up you should focus on the types of marketing that cost little or nothing but your time:

PR, networking, writing articles, customer service and word-of-mouth, building your customer database, generating referrals etc....

You need to be as proactive as poss at the early stages of your business because until you have a reputation people have no reason to try what you do - especially if its a relatively new idea.

Drop me an email if I can be of any help

mark@textstart.com

[creospace]

Sorry i didn't want to appear to say that it was a scam, in fact I don't think i did Iused the 419 scam as an example how our human failings lead us to want things.

Yes ok granted over drinking (some drink in moderation is actually good for you such as red wine) and smoking and excercise keeps the body in good shape but that isn't anti-aging is it? that's just looking after yourself.

Gary

[directmarketingadvice]

in general terms as a start-up you should focus on the types of marketing that cost little or nothing but your time:

PR, networking, writing articles, customer service and word-of-mouth, building your customer database, generating referrals etc....

My home page has the headline "Don't Pay For Marketing, Pay For Results", so I guess most people would expect me to agree with this advice, but I don't.

If you're starting a business, you need to market effectively - especially if your financial situation means that your business needs clients quickly.

(from Lucy's original post, I'm wondering if her business simply doesn't have enough cash - or has far too many initial costs - to have a good chance of success)

What they need to do is get a really strong, clear offer and a very targetted set of prospects and go after them effectively.

However, that wouldn't be easy if a lack of cash means they've got one hand tied behind their backs.

Steve

PS What I've just said doesn't contradict my "Don't Pay For Marketing, Pay For Results" headline. If you read my homepage, you'll understand why.

[Mark Nagurski]

Completely agree Steve.

I'm going on the assumption that cash is an issue - "...but find that with a very small budget (and I mean tiny)..." - and so internal PR etc... may be the only viable option.

I don't think that contradicts your post or headline at all though. PR and WOM marketing should still be undertaken with a clear and strong concept of what is being offered and can be targetted to key prospects.

[directmarketingadvice]

It's always always far harder for new starts to market without a budget.

If you've got a business that's making £30 grand, getting them up to £40,000 without spending money is usually fairly straight forward.

(assuming they can handle the extra business and the market's there for it)

Sort out the obvious flaws in their existing marketing, implement a referral system, add up-selling, go back and sell to the current client base and that should take it to at least £35,000.

Then take some of that extra £5,000 and use it to make a number of inexpensive marketing tests. Some of them will work, some won't. Just keep the stuff that works. And there's your other £5k.

And no need for an advertising or marketing budget.

But without existing clients, getting that original £5,000 is a problem. Typically, it's going to cost you either money or time.

And, if you've got bills to pay and very limited funds, you're likely to find that, before to long one of these, either money or time, runs out before the business is paying its way.

Steve

[The Rooms]

Hi all

Firstly many thanks for the replies. I think most of you understood what I was looking for, but to add more detail - I am looking for low-cost solutions to customer acquisition. I have a small budget in the sense that I can't afford to plan a 6month ad campaign in the local media and then spend the time waiting for it to kick in. I need to be tactical and creative and just wondered if anyone had any ideas?

In the last 6 weeks I have been doing local PR, Expert columns, D2D, DM and strategic partnerships with local businesses.

I have an advertising and big-brand management background which was condusive to big annual spend and heavy traditional ATL media consumption. Obviously with a much smaller budget at present than I am used to, I am restricted to using more tactical ways in which to build my customer base.

In terms of the anti-ageing debate... yes there are many businesses out there that offer weak, and sometimes poor products, which over promise and under-deliver. And I agree that we are indeed a race obsessed with youth and youthful looks. However, there are positive, healthy ways to go about slowing or reversing the signs of ageing which don't make you look like a tight drum.

My clinic offers only scientifically proven, highly efficacious and in many ways prophylactic procedures and services, delivered by highly trained practitioners.

Anti-ageing is a general term used to describe ways in which one can delay or slow-down the signs of ageing and help people to look and feel much younger, and in turn happier, healthier and fitter. The use of lifestyle management means we can help people to develop a more healthy lifestyle, mentally and physically which in turn will lead to a younger outlook and physical appearance. I believe it's better to work preventatively than just treat the symptoms.

Steve - yes, I know that if I had an existing customer base, it would be easy to apply some customer service, internal pr and therefore cost-effective strategies to gain recommendation, etc. However, as you say, I am building a base from scratch. I feel quite disheartened by your approach to what I am looking for, especially your comment about


'(from Lucy's original post, I'm wondering if her business simply doesn't have enough cash - or has far too many initial costs - to have a good chance of success)

What they need to do is get a really strong, clear offer and a very targetted set of prospects and go after them effectively.

However, that wouldn't be easy if a lack of cash means they've got one hand tied behind their backs.'

'But without existing clients, getting that original £5,000 is a problem. Typically, it's going to cost you either money or time.

And, if you've got bills to pay and very limited funds, you're likely to find that, before to long one of these, either money or time, runs out before the business is paying its way.'


That wasn't very motivating. It would have been nicer to get some advice... :(

Thanks for your help guys, anything you can add would be greatly appreciated.

Lucy

[Zest4.biz]

Well I think its a great idea and one which could attract free PR. A lot can be done on a shoe string and we all start in the position of needing to know which bits of marketing work without investing large scale funds.

I would intially chat through the marketing with a professional. We offer an initial advice session in Manchester and show you what can be done on a budget and work with you on an affordable plan. Some you will need to get professional help in others you can do yourself.

PR is about selling the media a newsworthy strand as a taster. It could be the personnel of the business or a case study for a client, or a competition.

You can also tap into other businesses databases by recommendations within the area of alternative and restorative medicine, there is a lot to be explored.

Emma Thorpe
Zest4.biz
Carrington Business Park
Carrington
Manchester
M31 4XL
T 0161 775 1669

[The Rooms]

Hi Emma

Thanks for your positive response! I appreciate the offer. I actually do a lot of my own PR being trained in freelance journalism, but think that it is good to get someone else's view on a personal business as you can get a bit stuck in your own perception of the concept! I'll be in touch next week... Lucy

[directmarketingadvice]

Steve - yes, I know that if I had an existing customer base, it would be easy to apply some customer service, internal pr and therefore cost-effective strategies to gain recommendation, etc. However, as you say, I am building a base from scratch. I feel quite disheartened by your approach to what I am looking for, especially your comment about


Quote:

'(from Lucy's original post, I'm wondering if her business simply doesn't have enough cash - or has far too many initial costs - to have a good chance of success)

What they need to do is get a really strong, clear offer and a very targetted set of prospects and go after them effectively.

However, that wouldn't be easy if a lack of cash means they've got one hand tied behind their backs.'

'But without existing clients, getting that original £5,000 is a problem. Typically, it's going to cost you either money or time.

And, if you've got bills to pay and very limited funds, you're likely to find that, before to long one of these, either money or time, runs out before the business is paying its way.'


That wasn't very motivating. It would have been nicer to get some advice...

I was making a general point about the advice to use things that "cost little or nothing but your time".

And it was a piece of advice directed to the forum in general.

It wasn't intended to be either "encouraging" or "discouraging" merely a warning to readers that, if you start a business, it's important to have the resources to enable you to market effectively.

Steve

[Zest4.biz]

Great, I will look forward to a chat Lucy. I am sure its just a sounding board you need before the ideas start to flow!


Emma Thorpe
Zest4.biz
Carrington Business Park
Carrington
Manchester
M31 4XL
T 0161 775 1669/01244 300858

[The Rooms]

Hi Emma, Thanks will speak soon x

Steve

I find it interesting that you are using a new member's request for help as a case study for the rest of the forum. I would be grateful if you could post your own thread if you wish to impart warnings to the rest of the forum, rather than making an example of my business without having the facts.

Some businesses have the luxury of investors who give capital freely, meaning they can use traditional paid advertising to build their brand and promote their services - lucky them. Others need to be more tactical with their spend and use BTL tactics to get the word out there.

If you read the thread 'WOM vs Paid Advertising' you will see that many have managed to work with low level investments. Indeed many businesses have exceeded expectations with very little budget.

To be honest, I have been rather out off discussing my business in any detail on this forum now.

[directmarketingadvice]

I find it interesting that you are using a new member's request for help as a case study for the rest of the forum.

Well, I always try to entertain. :)

My original 2 posts on this thread were a response to what Gary had said rather than my comments about "the facts" of your business.

That's why, when I made my one comment about you, I used the following language:

(from Lucy's original post, I'm wondering if her business simply doesn't have enough cash - or has far too many initial costs - to have a good chance of success)

As you'll see from the words in bold, I actually made a point of saying I don't know the facts about your business.

Steve