1 - The idea

Articulate Concept

• provide detailed description of product, customers, how business would operate

Define Business Customers

• define which businesses would pay for your good/service

Define Consumer Customers

• define which consumers would pay for your good/service

2 - Research to Confirm Concept

Customer Research (Consumers and Businesses)

• review census data to vet that customers are out there
• interview potential customers to determine depth of needs

Local Competitor Research

• review business data to determine if marketplace is crowded
• review competitor websites and come up with list of their strengths

Industry Research

• define list of industry standard product and service offerings
• review customer needs and come up with list of gaps that you could fill

Best Practices

• come up with examples
• define optimal customers
• research and document industry standards
• create clear approach on distinguishing this business

3 - Firm up Preliminary Idea

Reassess and Redefine Concept Come up with Business Name

• check business name on fictitious name site
• check business name on trademark site

Website Prep

• buy website URL
• decide where to host website

4 - Create Pricing Model

Research Competitor Pricing and Service Offerings in Local Area Define Your Costs, including

• marketing
• raw materials
• long term equipment investments
• subcontractors
• travel time and cost
• product delivery method
• follow up

5 - Craft Business Offering

Articulate service and/or product with pricing model in customer-focused way

6 - Create Financial Infrastructure

Set up Small Business Finance Software

• Quicken
• Quick Books

Get Business Phone Number

• one quick and free option is Google Voice - free phone number that forwards calls to this number to your phone or to a voicemail account

Establish Business Bank Account

• suggestion: San Diego County Credit Union - free if keep $2500 balance
  • need business license
  • need EIN

Sign up for a Business Credit Card

• suggestion: San Diego County Credit Union - debit card connected to business bank account
• Capital One

Determine Insurance Needs

• equipment - initially might be able to use rider on personal insurance, may be offered by industry associations
• general liability
• professional indemnity insurance

7 - Legal Filings

EIN

• Federal Employer Identification Number- if sole proprietor, can only get one associated with your social security number. If you previously got one, need to call and have them update the info for the previously obtained EIN
• CA Employer Payroll Tax Accounting Number - only if need to pay payroll taxes

Business License

• Carlsbad Business License - $35
  • need fictitious name check
• Oceanside Business License - $50

Permits

• San Diego County Health Permit - food businesses
• park / public area permits
• photography: model release and location release

LLC

• CA Business Entity Types
  • CA LLC min $800 taxes/yr, $70 filing fee

Fictitious Business Name

• San Diego County - do check, file $42, after filing publish once a week for 4 weeks in an approved county newspaper
• State of CA - specific to corp, LLC, LP

Trademark / Copyright

• US Patent and Trademark Office - $275

8 - Branding

Logo

• develop tag line
• create business logo
  • farm it out to designers:
    • 99designs.com - $299
    • hatchwise.com - $150
    • mycroburst - $199

Colors

• pick 2 or 3 colors
• complementary - oposites on the color wheel
• harmony = 3 side by side:
  • 2 blues + 1 green
  • 2 browns + 1 red
  • 2 reds + 1 yellow
  • 2 yellows + 1 white
  • 2 white + 1 blue

Social Media

• Instagram
• Facebook
• Twitter
• blog
• Linked In
• YouTube
• hootsuite
• press release
  • Gebbie Press - $95
  • PR Web - $89-$160
• white paper ideas and venues

Website

• Buy website URL
• Define hosting platform / website creation  / URL registry 
  • Wordpress via GoDaddy. Bluehost or similar platform
  • Squarespace
• use 2 business colors
• implement SEO
  • google guide
  • google webmasters tools
  • add website to google webmaster central
• implement best practices from competitor research
• create mobile version (phone, tablet)
• decide how email should work
  • gmail 'send mail as'
• list of sites that you want to link from
  • local business organization
  • business customers
  • partners and suppliers

Business Card

• Green options:
  • GreenerPrinter.com - $30 for 250 soy ink
  • VistaPrint - $23 for 250
  • 123print - $16 for 100
    • 1/2 size $22 for 50 (not recycled)
  • barefoot press - $29 for 250
  • PSPrint .com- $20 for 100
    • 1/2 size $13 for 50

9 - Create Business Plan

Sections of Business Plan

• competitive advantage
• define mantra
• define mission
• define vision
• define measures
  • specific, measurable, achievable, realistic, time driven
• define method
• define mechanics
• define checkpoints
• do SWOT analysis

10 - Join Industry and Business Groups

Chambers of Commerce

• Carlsbad
• Oceanside - $315/yr + $40
• San Diego County

Industry Groups

Local Business Groups for your Customer

11 - Marketing

Online Marketing

• craft targeted website
• identify websites to advertise on
  • yelp, google
  • customers
  • suppliers
  • local customer industry groups
  • local associations for your industry
• google pay per click

Direct Marketing

• develop postcard
• craft sample library / portfolio book
• national industry group

Networking

• present at local customer industry group
• develop story for local magazine or news organizations
• local chamber / business organizations

12 - Ongoing Efforts

Monitor Websites for Trends

• Photography:
  • Digital Photography Review
  • The Online Photographer
  • Steve Rossman
  • Ganoksin Project
• monitor review websites (Yelp, google maps) for feedback about your service

Monitor Events for Opportunities

Track Milestones

• customer number targets
• income targets
• product offerings
• marketing effort milestones