More brains than brawn

A: It’s not easy but with a little push, you can trade punches with the best of them. Here are some things to keep in mind when looking to bring your product to market

Start your business

with just a few samples

Set up deals and make plans to distribute your product to customers before you spend a lot of money trying to execute your ideas, says Columbia Business School professor Cliff Schorer. He recommends surveying potential customers to see whether they’d buy it, and how much they would buy.

Avoid inventory buildup

A lot of startup owners mistakenly think they need to produce outrageous amounts of product to start out with.

Good merchandising

is essential

It can grow your business and draw customers back to shop. Author and educator Linda Gorchels says merchandising companies are useful because they can help make your product stand out. But be aware: merchandising companies may charge you as much as 30% of the total shipment.

There are also certain times of the year retailers buy certain products. Learn those cycles and time your product pitch and launch. It won’t matter if you have the best product in the world if retail buyers have already made their decisions.

Don’t be afraid to set up

a meeting with a buyer

Department stores and boutiques need you as much as you need them. Without your products to sell, they’d have nothing to profit from.

Free publicity is always good

Large manufacturers pay to get the word out about their products with advertising, but many startups don’t have those kinds of resources, says Gorchels. She advises entrepreneurs to be their own advertisers and generate as much free publicity as they can. The Word of Mouth Marketing Association (www.womma.org) may be a helpful resource.

Use the Web

This is a relatively inexpensive and often effective way to reach customers.

HONOUR THY SELF

Q: I am a 38-year-old woman who is married with three children. I work part-time and attend school. My goal is to be successful and become an entrepreneur. However, I am tired of being my own enemy. I know that some of us are lacking in many things, which might prohibit us from reaching the top. I want to make a difference by starting with myself. I would like to be coached on how to enhance my self-esteem, handle stress, and difficult people.

A: As a mother, wife, student, and worker, you have a lot to be proud of. Although it may seem overwhelming at times, taking an active, healthy role in the lives of others means you are valued. Now, it’s up to you to take a step back and do the same for yourself.

Begin by practicing self-nurturing basics like getting enough sleep, eating well, and exercising. Also, reward yourself for your accomplishments. For example, when you complete your next level of training in school, take yourself out to dinner.

Next, ask family and friends for support. And the next time someone pats you on the back for a job well done, revel in it....don’t dismiss it.

Finally, seek the advice of a professional. Try reading Breaking the Chain of Low Self-Esteem by Marilyn J Sorensen. Remember, acknowledging the problem is the first step on the road to recovery. You are on your way.