Certifying women’s companies
Dear Karen: Where can I learn about woman-owned business certifications?
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Answer: Several public and private agencies issue woman-owned business certifications to companies that can prove they are at least 51% owned and operated by women. These certifications help firms win government and private contracts that are set aside for female-owned businesses. Similar certifications are offered for minority-owned firms.
Ask which certifications your potential clients recognize and then investigate whether your firm can justify the time and money involved in getting them. “Many times, a company will look at your firm and give you extra credit if you’re certified,” said Linda Denny, president of the Women’s Business Enterprise National Council. Fees for the council’s certification range from $350 to $500 and involve submitting documents and allowing a site visit. The process takes 90 days on average, Denny said.
You can get more information on council certification at wbenc.org/getcertified. For a list of additional certifying agencies, check mwbe.com/cert/agencies.htm.
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Learn volumes on opening a store
Dear Karen: I’m considering opening a store. What books should I read?
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Answer: Becoming a business owner requires a personal evaluation. To help see if you’re suited for entrepreneurship, author Gary Harpst suggested “Now, Discover Your Strengths” by Marcus Buckingham and “StrengthsFinder 2.0” by Tom Rath. “These books will objectively identify whether starting a business is aligned with your personal and professional strengths,” said Harpst, chief executive of Six Disciplines Corp.
If you decide to go forward in business, he recommended Guy Kawasaki’s “The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything” and Michael Gerber’s “The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It.”
After the company opens, Harpst said, his own book, “Six Disciplines for Excellence, Building Small Businesses That Learn, Lead and Last,” provides small-business owners with advice on planning and executing strategy in a simple, effective way.
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Try new ideas in a weak economy
Dear Karen: The recent bad economic news has me worried. Should I continue marketing and selling as usual?
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Answer: Look for opportunities to bring in revenue and cut costs where possible. For instance, if your cash flow decreases, look for innovative purchasing opportunities, said Estrea Dworkin Janoson, president of ProAd Solutions Inc. “Stock4Services.com allows you to use company stock to buy services such as nationwide advertising,” she said.
You can also try marketing techniques, such as public relations, that you may not have used before. Janoson suggested Publicity Guaranteed (publicityguaranteed.com), which pioneered the pay-for-results-only PR system.
Meanwhile, increase the effectiveness of your website by adding interactive components, Janoson advised. “For example, KMGI.com shows business owners how they can turn their websites into dynamic multimedia presentations.”
Finally, don’t panic. Smart businesses can turn a bad economy into a plus for their firms by taking advantage of lower prices and new opportunities for partnerships.
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Got a question about running or starting a small enterprise? E-mail it to ke.klein@ latimes.com or mail it to In Box, Los Angeles Times, 202 W. 1st St., Los Angeles, CA 90012.