Branding for Success

Sarah O’Connell

In April, Jefferson Community College presented its annual Jefferson Business Symposium for high school and college students and members of the community.  This year’s theme was “Build Brand U” and featured a variety of presentations during the day about developing yourself a brand as a student, a job seeker, a leader or a businessperson.   Keynote speakers for the event were Jody and Doreen Garrett, founders of several successful local businesses.

    During the day, I gave a presentation called “Building a Winning Brand for Your North Country Business.”  I talked about what it means to be an entrepreneur as well as how to choose what kind of business you might want to start here in Northern New York.   Besides the usual “how to start a business” information, I also highlighted determining what local business opportunities exist in our area and then making sure it suits your passion, your personality and your pocketbook. 

    For example, are you the type of person who would be happy with someone else giving you a blueprint for your business model? In other words, would you be a better fit as a franchisee, or as an independent business that creates your own path?  

    Maybe you’re a fan of the emerging disruptor or collaborative/sharing economy.   Uber, Lyft and AirBnB are examples of this, and they are turning many traditional industries upside down (mass transportation and accommodations) and requiring municipal entities to figure out how to capture licensing and taxation revenues from these new models.

    Again, in a broader sense, there are opportunities in the technology fields as the need for new products and services changes rapidly – software, ecommerce, cybersecurity, digital marketing, games, apps and so on.    The retiring Baby Boomers need services in property maintenance, senior care, etc.  The mobile Fort Drum community and young professionals are markets looking for upcoming trends they would like to see here, such as niche clothing shops and different dining experiences. The resurgence of Watertown’s downtown also offers a refreshing assortment of shopping – fashion eyewear, yoga studios, juice bars, an art gallery, craft brewpubs, wine lounges, spas, thrift and vinyl record shops.  Some of these have been around for quite a while but are seeing an uptick because of increased foot traffic from the new businesses and events designed to bring people to downtown.

    Last but not least, take a look at the distinctive enterprises that make our own north country marketable, whether it’s locally sourced foods (meats, cheese, honey) and beverages (wine, beer, cider, liquors), crafts made by artisans (wood items, candles), tourism and agri-tourism venues and winter/summer sports.

    Still not sure what business to start?  Each year Jefferson Community College’s Center for Community Studies undertakes a Survey of the Community for Jefferson and Lewis counties (available on the JCC website).   Viewing the responses to the survey questions on what people feel is missing may just give you an idea of a need waiting to be filled.

    What’s the next step?   Do a target market analysis, come up with a business plan and then develop a sense of the startup costs.  This is where your purse or wallet comes into play, because it needs to be a concept that you can afford to invest in with or without the assistance of a commercial bank and/or a public lender. (Check out what funds might be available through jcida.com under “Financing Assistance Applications.”)  The SBDC can assist you in developing the business plan and creating financial forecasts for your loan package.  Building a strong business brand will point you on the way to success.

    Note: Planning is underway for our 14th annual Business of Women networking conference in June.  Watch facebook.com/BusinessofWomen/ for more information.

    The New York Small Business Development Center at JCC offers free, individual, confidential counseling to new or existing business owners in Jefferson and Lewis counties.  For more information, contact 315-782-9262, sbdc@sunyjefferson.edu.   St. Lawrence County residents can contact their SBDC at SUNY Canton, 315-386-7312, sbdc@canton.edu.

SARAH O’CONNELL is a certified business advisor with the New York State Small Business Development Center at Jefferson Community College. She is a former small business owner and lifelong Northern New York resident. Contact her at soconnell@sunyjefferson.edu.

New Business Advisor Advances Online Marketing Strategies

Jennifer McCluskey

Brick-and-mortar stores looking to revitalize our downtowns sometimes overlook the power of the internet in bringing in new customers. I have seen several stores in the north country that don’t have a solid website or engaging social media. If this is the case for your shop or business, it might be time to think about improving your online presence. Think about this: If a tourist drives by, will your pizza place pop up on their smartphone when they are looking for lunch? If not, your local Small Business Development Centers can help you bring in more tourists and more locals, too, by assisting you with your online marketing strategy.
     At the SUNY Canton SBDC, we have a new business advisor who is doing just that. Her name is Renee Goodnow and she is working with small businesses in St. Lawrence County to help them improve their online and social media presence. The position was funded through a grant from the Alcoa Foundation, which is looking to help small businesses in the region expand their services beyond brick-and-mortar stores into e-commerce, where they can reach a significantly larger customer base.
     Renee has a background in industrial design and has also helped run a local small business, so she comes to the SBDC with a wide range of skills that she will use to assist business owners in meeting their internet marketing goals. Renee can assist with website design, the revamping of an old website for a more modern look, and also help you learn how to market the site to reach more customers. For those of you who would like a website or a stronger social media presence, but don’t have the time to do it yourself, Renee can help you get connected with a local web developer who can be a long-term resource for your business.
     Renee can also connect your business with local resources in the community, such as photographers and videographers, who can improve the way your business communicates visually with the world. She can help you craft your message and your brand by helping you communicate what is unique about your business. She can also help with logo design, or hook your business up with a local company for logo and other branding designs. Just as with the rest of the services the Small Business Development Center provides, there is no charge for this assistance.
     Renee can meet with you one-on-one and can assess your needs. Some of the ways she is helping clients already include:

• Working with several business owners to help them develop their first websites.
• Talking with business owners about setting up and marketing their business Facebook pages.
• Helping business owners decide which social media outlets are right for them and how to maximize their presence on each.
• Logo development.
• Assistance with creating compelling photographs and videos for marketing.
• Teaching business owners how to rank higher on search engines through search engine optimization (SEO) techniques.

     Renee also will be setting up free training at different locations around the county to help business owners learn how to better market themselves online. The first training in January about social media marketing, presented by Molly Williams from Railroad Productions, was a great success drawing over 30 business owners who learned how to use Facebook, Instagram, and other social media outlets to better share their voice and their brand with customers. The second training in March, with co-presenters Nate Lashomb from the Massena Chamber of Commerce and Jason Hendricks from H3 Designs, also drew a wide variety of business customers and covered a lot of information about web design and search engine optimization.
     If you are interested in developing your social media presence, brand, or would like to have Renee assist your business in improving your online presence, you can contact her at the Small Business Development Center at SUNY Canton at (315) 386-7312 or via email goodnowr@canton.edu. Keep an eye on the SBDC’s Facebook page to find out about more upcoming trainings. The Watertown SBDC at Jefferson Community College also has many resources available to assist your business with your online presence, and can be reached at 315-782-9262.

 Jennifer mccluskey is a certified business advisor with the New York State Small Business Development Center at SUNY Canton. Contact her at McCluskeyj@canton.edu. 

Strengthen your brand with Instagram

Jennifer McCluskey

Jennifer McCluskey

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August 2016: Small Business Success

Understand options for crowdfunding

Jennifer McCluskey

Jennifer McCluskey

Crowdfunding, using various internet platforms like GoFundMe and Kickstarter to reach multiple investors, has been increasing by leaps and bounds over the last few years. So is crowdfunding a possibility for your business?

Certain types of products or businesses work better for crowdfunding than others. New and exciting businesses and products, nonprofits that can help people connect to a cause, or anything else that could get regular people excited to donate their hard-earned money may do well with crowdfunding. [Read more…]

July 2016: Small Business Success

In business, school is never on break

Sarah O'Connell

Sarah O’Connell

One of the basic tenets of good small business management is to keep learning as much as you can about the business you’re in, whether it’s watching the horizon for up-and-coming trends in other parts of the country, observing what innovations or new products are being introduced in your industry or scanning trade publications and websites to check out ways to make your business more successful. [Read more…]

June 2016: Small Business Success

Selling a business takes many steps

Jennifer McCluskey

Jennifer McCluskey

At the Small Business Development Center, we work with many clients who are trying to buy a business. However, business owners who plan to sell their business can also benefit from a solid plan. If you are thinking of selling your business now, or at some time in the future, there are specific actions you can take and documents you can begin to prepare that will make this transition go smoothly. [Read more…]

May 2016: Small Business Success

Are you ready to open for business?

Sarah O'Connell

Sarah O’Connell

It’s very challenging to operate a seasonal business that’s open only part of the year, but it’s a financial necessity when your business depends on the weather and tourism. At the Small Business Development Center, our new clients often state that they are going to operate their weather- or visitor-dependent business year-round, but after the first year they often realize that it’s not financially viable to maintain payroll, utility and other expenses when the sales are just not there. [Read more…]

April 2016: Small Business Success

Resources for small business funding

Jennifer McCluskey

Jennifer McCluskey

In our local area, there are several different avenues a business owner can use to fund a start-up or growing small business. I touched on a few resources in a previous column, but there are several others you might want to be aware of. Depending on the needs of the business, the type of business and the size of the project, one funding resource might be better than another. At the Small Business Development Center, we can help direct business owners to the best fit for a project. [Read more…]

March 2016: Small Business Success

Maine-ly business with some extra salt

Sarah O'Connell

Sarah O’Connell

This is part two of my 1,500-mile solo road trip through New England to visit a small entrepreneurial venture way up in Down East Maine. The story begins when it seemed that everyone I knew started touting “Pink Himalayan Sea Salt.” I don’t exactly possess the palate of a gourmet, so I’m thinking, “Isn’t salt just salt?” Because basically, all salt was originally sea salt, whether it’s mined from deep beneath the earth or extracted from the ocean. But connoisseurs of salt believe that there are big differences in taste, mineral content and processing, and they are willing to pay the big bucks to have their condiment transported 7000-plus miles. [Read more…]

February 2016: Small Business Success

Maximize your SEO and boost business

Jennifer McCluskey

Jennifer McCluskey

Getting your website onto the first page of a customer’s online search results through Google, Bing, or another search engine is an important part of any online marketing campaign. This is called “Search Engine Optimization”, and is the best way to reach customers who are searching for your product or service online. You can pay for ad space, above and to the right of the main (organic) search page, but there are also things that you or your Web developer can do to make your website rank well in the middle of the page. Whether you do your website yourself or you have someone do it for you, it can be helpful to know about these concepts to make sure your website is performing optimally. [Read more…]