Top 10 Business Plan Myths of Solo Entrepreneurs

Don't let these stop you from having a business plan for success!

A recent study of 29,000 business startups noted that 26,000 of them failed. Of those failures, 67% had no written business plan. Think that's a coincidence?

Here's the top 10 myths Solo Entrepreneurs often have about business plans—usually, the reasons why they don't have one. De-bunk the myths, and see how having a business plan for your solo business, can actually be easy and fun--and can jumpstart your success!

1. Myth: I don't need a business plan--it's just me!

Starting a business without a plan is like taking a trip in a foreign country without a map. You might have a lot of fun along the way, and meet a lot of friends, but you are likely to end up at a very different place than you originally set out for—and you might have to phone home for funds for your return ticket.

Solo Entrepreneur Reality: Successful Solo Entrepreneurs know that the exercise of creating a business plan, really helps them think through all the critical aspects of running a business, make better business decisions, and get to profitability sooner.

2. Myth: I have to buy business plan software before I can start.

Business plan software comes in many shapes and sizes, and prices. Many are more geared at small and growing businesses with employees.

Solo Entrepreneur Reality: Business plan software can be helpful—but it’s not required. Software is more likely to help if you have a more traditional type business, like a restaurant or a typical consulting business.

3. Myth: I need to hire a consultant to write my business plan.

Consultants are an expensive way to have your business plan written.

Solo Entrepreneur Reality: Your business IS you—and you need to be intimately involved with the creation of your business plan. A better strategy, if you think you need professional help, is to hire a coach or mentor—someone who can guide you in what you need to do, not do it for you.

4. Myth: The business plan templates I’ve seen have all these complex-sounding sections to them—I guess I need all those?

The only time you need to follow a specific outline is if you are looking for funding.

Solo Entrepreneur Reality: Your business plan needs to answer ten basic questions—that’s it! Don’t make things more complicated than necessary.

5. Myth: My business plan needs to be perfect before I can start my business.

If you wait for everything to be perfectly detailed, you may never start.

Solo Entrepreneur Reality: If you have at least a first draft that answers those ten basic questions, you are ready to launch your business! Make your business plan a living, evolving document. In the startup stages, review and update your plan every 2-3 months. As you grow and stabilize, you can slow down the review cycle to every 6-12 months. All business plans should be reviewed and updated at least once a year.

6. Myth: I have to do everything I say I’m going to do in my business plan, or I’m a failure.

Many Solo Entrepreneurs never start because of this myth—which leaves them feeling that the success of their future business suddenly rides on each stroke of the pen or click of the keyboard!

Solo Entrepreneur Reality: Think of your business plan as a roadmap for a trip. Expect to take some detours for road construction. Be flexible enough to take some exciting, unplanned side trips. And don’t be surprised if instead of visiting Mount Rushmore, you decide to go to Yellowstone, if that turns out to meet your vacation goals better!

7. Myth: A good business plan has a nice cover, is at least 40 pages long, must be typed and double-spaced…

Business plans intended for investors, such as a bank or venture capitalist, must meet certain requirements that such investors expect.

Solo Entrepreneur Reality: As a Solo Entrepreneur, your business plan need only satisfy YOU. It might be scribbled on a napkin, on stickie notes on your wall, or consist of a collage of pictures and captions. It might be all in one document or scattered among several mediums. As long as you know it in your head and heart without having to look at it, and and it is easily accessible to you when you have doubts, that’s all that is necessary.

8. Myth: I don’t need a loan—so I don’t need a business plan.

YOU are the investor in your business—and would you invest in the stock of some company without seeing a prospectus?

Solo Entrepreneur Reality: Seeing your plan in black and white (or color, if you prefer!), can give a whole new view on the financial viability of your business. If “doing the numbers” seems overwhelming, remember you don’t need fancy spreadsheets. Just lay out a budget that shows where all the money is coming from (and going), and have an accountant review it for additional perspective.

9. Myth: My business plan is in my head—that’s good enough.

I don’t know about you, but I sometimes can’t remember what I planned yesterday to do tomorrow, if I don’t write it down!

Solo Entrepreneur Reality: There is a real power in writing down your plans. Some schools of thought advocate that the act of writing a plan down triggers our subconscious to start working on how to manifest that plan. And, of course, it’s a lot easier to remember when you have it in front of you. And a lot easier to share and get feedback from your non-mind reading supporters.

10. Myth: Friends and family are the best sources of feedback and advice on my business plan.

If your brother is an accountant and your best friend is a market research expert, then this might be true.

Solo Entrepreneur Reality: As well meaning as our friends and family can often be, they just aren’t the best way to get honest, objective guidance. Instead, seek out folks that have specific knowledge that will help you, are willing to be candid with you, and that have a genuine interest in helping you succeed. A business coach is one resource to consider!

Differentiation - Smart Marketing Strategies for the Solo Entrepreneur

Are you ever frustrated or hesitant when you talk to prospective customers because you can’t readily explain why they should come to you rather than go to your competitors? Sure, you might have your 30-second elevator speech, but then they ask you that dreaded question, “So what makes you different?” Then, all those self-doubts creep in, and you just aren’t sure what to say. Differentiation can boost confidence--yours in yourself and that prospective customer’s confidence in you!

-- Dif-fer-en-ti-ate v. tr. To perceive or show the difference in or between; discriminate. --

In business terms, to differentiate means to create a benefit that customers perceive as being of greater value to them than what they can get elsewhere. It's not enough for you to be different--a potential customer has to take note of the difference and must feel that the difference somehow fits their need better. (Other words that mean virtually the same thing: Competitive Advantage; Unique Selling Proposition; or Value Proposition.)

As you are building your business, you can use differentiation to attract more customers. Once you have momentum, differentiation allows you to charge a higher price because you are delivering more value to your customers. Make a point to evaluate and adjust your differentiation methods at least annually.

The various methods of differentiating your businesses fall into four general categories:

Price Differentiation

Focus Differentiation

Product/Service Differentiation

Customer Service Differentiation

Price Differentiation

Differentiating on price is probably the most common and easily understood method. HOWEVER, for Solo Entrepreneurs, caution is in order. On the one hand, potential customers might expect a lower price from you than from your larger competition because they perceive you as having less overhead, etc. On the other hand, cheaper prices can evoke perceptions of lower quality, a less-stable business, etc. And if you compete on price against competitors with deeper pockets, you can price yourself right into bankruptcy. Be creative with this differentiator by competing on something other than straight price. For example, you might offer:

- More value--offer more products or services for the same price.

- Freebies --accessories, companion products, free upgrades, and coupons for future purchases.

- Free shipping, etc.--convenience sells, especially when it is free!

- Discounts--includes offering regular sales, coupons, etc. (see cautions above)

Focus Differentiation

For Solo Entrepreneurs, this is the most important method of differentiation, and in many ways, the easiest. Why? Because as a Solo Entrepreneur, you simply can't be everything to everybody, so you must pick a specific way to focus your business. Once you have done that, you have an automatic advantage over larger companies because you can become more of an expert in that one field --and you can build close relationships with key customers that will be hard to duplicate. For example, you might differentiate yourself through:

- Location--take advantage your closeness to prospective customers.

- Customer specialization--be very specific about what characteristics your customers will have—for example, racing bicycle enthusiasts or companies with a spiritual conscience.

- Customer relationships--know customers really well, form partnerships with them, and get them to speak for you!

- Affinity relationships--associate your product/service with a well-known person or organization.

- One-stop shopping--offer everything your target market needs, in your area of expertise.

- Wide selection (within your niche)—although this one may seem to be the opposite of focus--the key is to be very specific in one dimension and very broad in another.

Product/Service Offering Differentiation

How much you are able to differentiate your product or service offering will vary based on what type of business you are in. For instance, if you are in a highly regulated business, your options may be limited. Explore a totally new market or type of product or service, however, and the possibilities abound. The key to successful differentiation in this category, again, is to know your customers, really, really well. Talk to them often, and you will know what they need most and be able to offer it, long before your competitors know what is happening. For example, your product or service could stand out in one of these ways:

- Quality--create a product or service that is exceptional in one or more ways. Examples: Lasts longer

- Better

- Easier to use

- Safer

- New/First--be the first one to offer something in your location/field.

- Features/Options--offer lots of choices, unusual combinations, or solve a problem for a customer in a way no one else does.

- Customization--as a Solo Entrepreneur, you may be able to more easily handle special orders than big, mass-market competitors.

Customer Service Differentiation

Have you noticed how customer service seems to be out of vogue these days? This situation makes excellent customer service a great opportunity for differentiation and another natural advantage for Solo Entrepreneurs that already know what’s important to their customers. Build your reputation on making customers feel really good about doing business with you. Works great with referral marketing, too. Examples:

- Deliver fast--next day, or one-hour--make it faster than customers think possible.

- Unique channel--offer a service over the phone or Internet instead of in person or in their office rather than yours.

- Service-delight customers!--it may seem expensive to offer exceptional service--but it pays off in word-of-mouth advertising.

- Before/during/after-sales support--provide technical or other support to customers using your product. You might use joint ventures to provide that support--but customers will perceive it as being from you!

- Guarantee/warranty--offer 100% money-back, or free replacement parts.

- YOU--offer yourself, your unique blend of talents and skills, to attract customers. Make sure they get access to you, too!

Keys to Successful Differentiation:

- Know your customers, really, really well.

- Pick a blend of differentiation methods that, in the eyes of your customers, truly sets you apart.

- Talk about your differentiation in terms of customer benefits.

- Tell everyone about what differentiates you--often.

- Keep your differentiation fresh by listening for changing customer needs.

Fear of Success? Fear of Failure?

What's holding you back?

One of my clients came to me saying he wanted to expand his business - something he had thought about for years. He described the changes he wanted to make but he had taken limited action to make those changes happen. When he talked about what he wanted, his eyes lit up, he smiled, and there was passion and joy in his voice. Years? What was stopping him? I listened as he expressed his internal conflict. He said “ My business is going well, and it’s not like I have to make changes, maybe it's not that important… on and on." Bottom line - some part of him inside continued to feel unfulfilled.

On the surface, it sounded like the changes he wanted to make were for financial gains. Talking further, he realized he was really speaking of a level of service (how he wanted to help people improve their quality of life) and personal fulfillment (actualizing his values, purpose, and vision) that would come from aligning who he is and what he does in a BIGGER way.

We discussed the things he told himself that allowed him to remain stationary. His initial objection was “If I put myself out and take some risks- what if I fail?” (What if this or that happens??? ) I replied, “ With all the years of experience you have thinking about what you want without committing to action, you have brilliantly SUCCEEDED in FAILING! “Congratulations!!!” His eyes widened, and he burst out laughing. By doing nothing, he insured his success at failing.

Going forward in our coaching sessions, we focused on his attitudes about success/failure AND identified his values, needs, purpose, and vision. Increased self-awareness enabled him to make choices and design strategic actions to create greater life satisfaction and self-fulfillment.

Consider a change you have been thinking/talking about for a while without much progress.

To learn more about what may be holding you back from moving forward, ask yourself:

-- What is your definition of success? What does success mean to you? Be specific.

-- Identify specific successes. What made them successes for you? What value did you receive from succeeding?

-- What fears, concerns, or assumptions do you have associated with success?

-- How would your life change if you were/felt more successful? (at whatever)

-- What would you have to give up? What would you gain?

-- Who would you become? (happier, self-confident, authentic, stronger???)

In exploring your attitudes about failure, consider the following:

-- What is your definition of failure? What does failure mean to you?

-- If you fail at something, does that define YOU as a failure?

-- What specific failures have you experienced? What value have you received from failing? Be specific

-- What fears, concerns, or assumptions do you associate with failure? Are they true?

-- Can there be success in failure? If yes, how? If no, say more.

-- If you could not fail, what would you be doing? Who would you be?

Fear of success/failure are two sides of the same experience. By definition, success and failure is perceived from multiple viewpoints. Both results offer opportunities for self-discovery and change. Developing the clarity to know who you are on the inside is a key ingredient to achieve rich outcomes with ease, strength, and focus! To live fully, you must fully participate – succeeding and failing for the joy of the experience.

Leadership and Followership in a Team Setting

Many solopreneurs work in a team environment either with their client's staff, or with subcontractors. Having spent over 20 years in a teaming environment before becoming a solopreneur 13 years ago, I know that during the course of any highly functioning team effort, the leadership and followership roles flow back and forth between the members.

An observer of such a team would see that at any moment, the person on the team who has either information, wisdom, or creativity to offer steps quietly forward to assume the leadership position. After she has delivered her knowledge to the group, she then steps quietly back into the role of a follower, as the next person slips into the leadership position. This ebb and flow of leadership and followership is one of the hallmarks of a highly-functioning and productive team.

"So you did this just because all your friends did it? If all your friends laid down on the tracks in front of a train, I suppose you would too? Do you want to be a follower all your life?" --­ Your Mother

You Mother was right. To be effective in today's teams, you can't be a follower all your life. You need to step out into the glare of the lights and assume the leadership mantle, contributing your unique specialness, knowledge, and creativity to the group. In this way, the work product of the team is strengthened.

This leadership role is not granted you by title or position. Instead, you take on the role voluntarily. And your team members grant you the role because of your expertise, credibility, reputation, or influence. In other words, it is a temporary role on the team that you earn over time.

To be effective in this type of leadership role, you must first secure the respect of your team members in at least one of the following three areas:

1. Knowledge. You must have respected expertise and proven judgement in areas relevant to the team's goals.

2. People Skills. You must care about your team members and value the team's goals.

3. Performance. You must show that you are willing to take on tasks and activities that actually help the team meet their goals.

To build respect and credibility in either of these three areas, you must first be a terrific follower. Not the type of follower your Mother railed against. But the type of follower who is committed to helping the team reach their goals. A follower who contributes focus and influence to getting the work product delivered to the required standards of quality and timing. A follower with a courageous conscience and controlled ego. A follower with the ability to think creatively and critically, who is self-motivated, proactive and self-disciplined.

This week, monitor your role on the team's of which you are a member. Are you shifting smoothly in and out of the roles of leadership and follwership as appropriate to you and the team? Or are you failing to step into the leadership role when appropriate? Or failing to step back and contribute in the role of a follower? What could you change about how you shift between these roles to better contribute to the team?

Health Insurance for Solo Entrepreneurs

One of the most important benefits employed people enjoy is health insurance coverage. It is also the single most costly expense for self-employed entrepreneurs. So what can you do to reduce ever increasing costs of health care coverage? Here are a few tips.

1. If a medical bill seems excessive, try negotiating

Your doctor or the office manager who handles billing will probably be flexible, provided you make a valid case. When one woman in Texas was charged $900 for surgery and “consultation,” she explained that she had visited the hospital just once, for surgery; her bill was promptly cut by $370.

2.. Contact a medical bill “auditor”

Several services have a medical bill “auditing” system that evaluates your medical bills to determine if errors occurred in the billing process. Considering that 97 percent of hospital medical bills contain errors, it’s no wonder why out-of-pocket medical expenses are on the rise for consumers. Because the typical hospital bill is extremely complicated, often containing several hundred line-item charges, there is ample opportunity for computer mistakes and accidental human error. Do a Google search for medical bill auditors to find companies offering this service.

3. You may get a tax break on your medical bills

Keep all your medical bills together and add them up at tax time. If they exceed 7.5 percent of your adjusted gross income, you may deduct the excess. Please note that these items also may be included in the total: the cost of eye glasses, contact lenses, physical therapy, x-rays, hearing aids, psychiatric care, insurance and transportation to the hospital or doctor’s office (at 30 cents a mile). There are phase-outs in some cases based on adjusted gross income. Check with your professional tax adviser.

4. Deduct 100% of your healthcare costs from your taxes

The IRS allows all self-employed to deduct 100% of health care costs from their taxes by using Section 105 of the Internal Revenue Code. To receive this deduction, you must do the following:

a) Hire your spouse as an employee of your business.

b) Have your spouse receive health insurance in his or her name, and include the family on the policy.

c) Pay your spouse a salary that will cover the costs of the insurance.

d) Talk to your tax professional about planning for Section 105 on your taxes.

We all know your spouse is active in your business. Now, you can equally recognize their contribution he or she makes – and get Uncle Sam to give you a tax break.

5. Help for families with kids -- CHIP

All states have established new programs that help lower income families with children to pay for health insurance for their kids. Financed partly by the federal government, the Children’s Health Insurance Programs (CHIP) operate either as an expansion of the state’s Medicaid program or a subsidy for basic private health insurance. Eligible families may be able to access coverage for their children at greatly reduced premiums which will vary depending upon family income. Contact your state Department of Health or Insurance for more information.

6. Shop around

Hospital costs vary widely, especially between urban and rural facilities. If your doctor has admitting privileges at more than one hospital, find out if you can be admitted to the one that’s less expensive. Keep in mind that hospitals operated by non-profit foundations are usually less expensive than investor-owned, for profit hospitals. To find out how much your local hospitals charge, ask your doctor. Many states have Health Services Cost Review Commissions, which compile such data.

7. Check for free clinics in your community

You and your entire family can save hundreds of dollars by taking advantage of the many free screenings, immunizations, and other health clinics offered by your local community or a town near you. Numerous community hospitals and social services can provide blood pressure checks, shots for your children, free contraceptives and/or advice, and other preventative health care at little to no cost.

8. Get a second opinion out of town

Believe it or not, your chance of undergoing an expensive surgery or preventative procedure may depend solely on where you happen to live. Statistics show that the frequency in which certain medical procedures are performed varies widely from location to location. For example, residents of New Haven, Conn., are twice as likely to undergo a coronary bypass operation as residents of Boston, Mass. What’s the reason for this discrepancy? One Dartmouth Medical School expert, John E. Wennberg, M.D., M.H.P., explains that certain operations are simply more fashionable in some parts of the United States than others. So, if you plan to get a second opinion prior to surgery, consider going to a specialist in another city. In addition, try to find out what the surgery rates for your procedure are in different cities. HealthAllies.com also offers this service online at www.healthallies.com. To get the names of second-opinion doctors in your region, call the U.S. government’s toll-free second-opinion hotline at 1-800-638-6833.

9. Don’t pay double for a second opinion

As you make arrangements for a second opinion, ask your doctor to send copies of your medical records, x-rays, and lab tests to the second-opinion doctor. These tests don’t need duplication; your second doctor will have the information he or she needs – and you don’t pay double.

10. Emotional stability

Your mental health is equally important as your physical health. Do you have blue days once in awhile, or struggle with gray winters? St. John’s Wort, an over-the-counter herbal supplement, has been proven to increase positive moods. Before rushing to your family physician for medication to make you feel better, try supplements with a combination of expressing your feelings with friends and a healthy lifestyle. Mood stabilizers are some of the most costly medications on the market today. However, you should be aware of the signs of stress or even depression. Give yourself a simple screening test:

  • Do you have feelings of sadness and/or irritability?
  • Has there been a loss of interest in pleasure activities you once enjoyed?
  • Have there been changes in your weight or appetite?
  • Have you noticed changes in your sleeping pattern?
  • Are you feeling guilty?
  • Do you have the inability to concentrate, remember things or make decisions?
  • Are you fatigued or have a loss of energy?
  • Do you experience restlessness or decreased activity noticed by others?
  • Do you have feelings of hopelessness or worthlessness?
  • Do you have thoughts of suicide or death?

If you answer “yes” to any of these questions, consider consulting your family physician. If they recommend mental health treatment, it is more cost-effective to have your family physician prescribe mood stabilizers instead of seeing a psychiatrist. However, follow your doctor’s instructions on counseling and referrals to mental health professionals.

11. Order your prescription drugs by phone, web or mail

There are many discount prescription drug benefits available for a modest cost. Communicating for Agriculture and the Self-Employed offers a free prescription card through PCS. This program saves its members up to 40 percent at over 55,000 pharmacies nationwide. On average, CA members save $9.39 per prescription order. You can enroll free on their Web site at www.selfemployedcountry.org.

12. Ask your doctor to prescribe generic drugs

Medicine marketed under its scientific name is usually 50 percent cheaper and just as effective as brand-name versions. In addition, look for generic drugs in the medicine you purchase over the counter. For example, 100 generic aspirin may cost $1.79; the same ingredients packaged under a well-known brand name can cost more than $5 for 100 tablets. Consider, also, just how important the new easy-to-swallow products are to your comfort. The lesser price of some medicines may be comparably easier to swallow when thinking about your budget.

13. Get enrolled in a group plan

For self employed people including those involved in small businesses, individual health insurance can be extremely costly – sometimes as much as 30 percent of your take home pay. By joining associations like National Association for the Self Employed (www.nase.org), you have the opportunity to enroll in a group insurance plan with unique built-in cost controls.

14. Choose a higher deductible

Often for the healthy family, the number of visits to the doctor totals less than $250 a year, a normally low deductible rate. This low deduction rate, however, can end up costing you more in the form of higher premiums. If your family has enjoyed good health for a number of years, you may want to switch to a higher deductible of $500 or $1000. You’ll notice greatly reduced premiums.

15. Pay premiums annually

You avoid the service fee and may also receive a discount from your insurance carrier. Check with your insurance agent about how much money you can save if you pay your premium one time during the year.

16. Make sure there’s a ceiling for out-of-pocket expenses for catastrophic illnesses

About half of individual policyholders lack this important provision, according to insurance experts, who recommend a major medical policy with a stop-loss clause limiting policyholder payout to $2,000 or $3,000.

17. Get educated about your health

Invest in your health by becoming information-rich. Read publications about health care. Pay special attention to free wellness publications like Inside Mayo Clinic at www.mayo.edu/healthinfo/public.html or have on hand a book on medical self-care, like The AAFP Family Health and Medical Guide and The Merck Manual of Diagnosis and Therapy. A wealth of information is also available on the Internet.

18. Take advantage of free health advice

For free information booklets from the U.S. government about nearly every health care topic you can imagine, simply write to the Consumer Information Center in Pueblo, Colorado. The government offers several dozen booklets on topics ranging from nutrition, medical problems, mental health, to drugs, exercise and weight control. To receive a catalog explaining these booklets, write to:

Consumer Information Center
PO Box 100
Pueblo, CO 81009
www.pueblo.gsa.gov (you can download booklets from this site)

Once again the U.S. Government comes through by providing a number of toll free health care information phone services. Topics are numerous, including hearing aids, cancer information, Alzheimer’s disease, drugs and pregnancy issues. For information on the health topics and phone numbers, call the National Health Information Center at 1-800-336-4797.

19. Brush up on first-aid skills and become CPR certified.

Proper treatment of various accidents may reduce the number of visits to the doctor, and can save lives in an emergency. It’s important to always keep an updated medical kit in your home or office.

Here are the basics for your first-aid kit:

  • bandage supplies, including a roll of 3 inch wide gauze, individually packaged 4 inch sterile gauze pads, a roll of 1 inch bandage tape, butterfly bandage tape, and scissors
  • elastic bandages
  • cotton swabs
  • sterile dressings or towels
  • pain reliever (acetaminophen or ibuprofen)
  • anti-inflammatory medicine (ibuprofen)
  • ipecac syrup (for use on advice of medical professional to induce vomiting)
  • tweezers
  • hydrogen peroxide
  • skin creams, including hydrocortisone cream, calamine lotion and antibiotic creams
  • an antihistamine (diphenhydramine for allergic reactions)
  • flashlight
  • eye patch
  • arm sling
  • tongue depressors (to be used as a finger splint)
  • ice pack
  • re-hydration fluids (such as Pedialyte or Infalyte)

20. Take a lifestyle approach to wellness – every day

Take charge of your health by making simple changes in your lifestyle. By following these seven basic rules of good health, you’ll improve your chances of living a long, healthy, active life.

  • Get eight hours of sleep per night.
  • Eat breakfast every morning.
  • Cut down on snacks between meals.
  • Keep within 10 pounds of your recommended weight range. If you’re unsure what your weight range should be check with your doctor.
  • Exercise aerobically for at least 30 minutes three times per week.
  • Don’t smoke.
  • Don’t drink more than two alcoholic beverages per day.
  • Take recommended dosages of vitamins and supplements.

Successful Business Decision Making

Some people make decisions without any difficulty, while others struggle. Are you having trouble making a decision? Do you feel overwhelmed by all the choices you have, and aren’t sure how to pick just one? No matter how big or small those decisions might be, I can teach you how to strategically:

-- Define your decision and come up with alternatives

-- Determine what criteria you’ll need to help you make the decision

-- Make the decision

"If we wait for the moment when everything, absolutely everything is ready, we shall never begin." – Ivan Turgenev, famous 19th-century Russian novelist, poet and playwright

DEFINING THE DECISION AND ALTERNATIVESSTEP 1: What is it that you need to make a decision about? Maybe you have several choices to make, but start with one. Ask yourself a couple of questions that are applicable to your situation, such as:

“What do I want to be doing for the next 6 months?” “What business am I going to start?” “What aspect of my business do I want to grow?”

STEP 2: Determine your primary goal and write it down. For example, you might want to grow your business over the next six months. Therefore, your goal sentence might be: “I want to earn 25% more within the next 6 months.”

STEP 3: After you’ve written your goal sentence, begin brain-storming a list of ideas for how to achieve the goal. Below are some rules for brainstorming:

-- Write all ideas down – ideas are neither bad or good--they’re just ideas!

-- Do not judge or analyze the idea – just write it down.

-- Make the process fun!

You do not have to generate a list of ideas in one sitting, but you may need to set some limits around how much time to spend creating your list. Be creative in how you capture your ideas. Carry a small notebook with you so when an idea comes to you, you’ll be prepared and write it down immediately. I put stickies (Post-It notes) and pens in my purse, car, and bedroom, so whenever and wherever I generate an idea I have a way to capture it. When I’m ready, I collect the stickies and add them to a master list I keep in my office. Just do whatever is easiest for you!

After you feel you’ve completed your options list (or when the time you’ve given yourself to make the list has run out), ask someone you trust to read over your ideas. This person needs to be someone who has a positive attitude and is supportive of your efforts! The person may come up with some options you hadn’t considered. Write them down! Remember, you’re not judging the ideas--just recording them at this stage.

DETERMINING THE CRITERIA AND EVALUATING EACH OPTION

STEP 4: Identify no more than 4 or 5 criteria that you will use to determine how well your options achieve the goal you’ve established.

Decision criteria provide checkpoints to measure your options against your goal. Typical criteria fall into two categories:

Do-ability (do I have the money, time, expertise?)
Likelihood of Success (do they meet the goal in time, revenue, fun factor?).

STEP 5: Using the criteria you’ve defined, evaluate each option. This process can be as simple, or complex, as you desire, and may be qualitative or quantitative. You may need to allow some time to experiment a bit with some ideas to test them out and determine how well they meet each criteria.

MAKING THE DECISION

STEP 6: Sometimes the winner(s) is obvious…you’ll just pick it and go with it. Or, you may immediately notice certain ideas drop to the bottom of the list and just need to be deleted because they do not support your business needs. When one option is not standing out among the others, you may have to prioritize the options by weighting the criteria to help you evaluate the alternatives and make your decision.

BONUS STEP: Keep in mind, just because an idea may not fit with your current focus; it may serve you later. Create a place to store those ideas--an “idea vault” to tap into the next time you need good ideas!

Terri’s keys to successful decision-making

-- Write it all down!

-- Clarify the decision you are making

-- Know your goals

-- Be creative in coming up with options

-- Trust your gut

-- Don’t procrastinate!

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.

No matter whether or not you do both of these activities or only one of them, you need to know what messages you want to convey to your audience.

That's why you need to create a list of your 10 Most Important Business Principles (MIBP). Without them, your marketing efforts will be too diffuse to really grab the attention of your intended ideal clients.

Your 10 Most Important Business Principles inform, expand, and provide clarity for your business vision. For example, the vision statement for my company, SoloBizVille is:

Through collaboration, community, and continuous learning, any professional can create a joyous, sustainable, and profitable one-person services business.

For me, as a Business Coach for Solopreneurs, my 10 MIBP are:

  • Nobody needs a stronger weakness.
  • If you chase 2 rabbits, both will escape. Focus is power.
  • Ideas are "a dime a dozen," but right action is rare and worth millions.
  • Mistakes are the stepping stones to success. Embrace them.
  • Success and integrity are not mutually exclusive.
  • Embrace the goal, not the plan.
  • This is your life, not a dress rehearsal.
  • At least 5% of your clients and projects are from Hell. Always. No exceptions.
  • Success comes by doing what you do magnificently. Delegate everything else!
  • Your strengths are so easy you think everyone can do them. They can't!

As you can see, some of my MIBP are reasons why solopreneurs are frustrated; while others are principles for business success. But all of them are principles that I believe in and use when I coach solopreneurs.

For a contrast, these were my 10 MIBPs when I was working solo as an Independent Technical Writer and Publications Project Manager:

  • The client is always right, even when he isn't. Always respect and honor the client's objectives.
  • Project risk is always reducible.
  • Success requires mistakes ­ but make them small ones! And always correct your own ­on your own time and dime.
  • The client wants options and possibilities.
  • Never surprise the client.
  • Always communicate cleanly, regularly, appropriately, and proactively.
  • Use an editor!
  • Keep all boundaries professional, clean, and open at all times.
  • Hold the client as accountable as I hold myself.
  • Manage the client's expectations at all times.

Once you know your 10 MIBP you immediately have at least 10 topics for promoting your business. You can write a series of articles like this one, or use them as topics for speeches or seminars, or create checklists and worksheets based on your MIBP for use by your clients, or print them on the backs of your business cards, or write a book or ebook about them. You get the idea.

Using your 10 MIBP in your marketing ensures congruency in your business messenging ­ strengthening the image of your business in the minds of your potential clients.