Do everything better - 18 ways to improve a small business - Industry Trend or Event

Home Office Computing, Oct, 1997 by David Wallace

1. Is this store an authorized repair center? Check with your equipment's manufacturer to find the approved repair shop in your area.

2. Do you offer a warranty on repairs? Ask for a 90-day guarantee or, preferably, one year on parts and labor. If the technician balks, be wary.

3. Can I talk with the technician who will do the work? As with your car mechanic, establish a relationship with a single expert who gets to know you and your computer.

4. Do you use manufacturers' original equipment parts? After-market makers often produce lower-quality parts that may result in slower performance or conflict errors. Instead, buy parts direct from the manufacturer and make sure they're installed by a professional.

Insider TIP: The On/Off switch is the most common part of a PC to fail due to its frequent use. Many stores don't carry replacements, so Kushner suggests using a surge suppressor to turn-your system on and off to reduce wear-and-tear on the original switch.

Make the Most of Memberships

Bonddy Rodriguez is vice chairwoman of the U.S. Hispanic Chamber of Commerce and founder of Cambridge Technologies Inc., an information systems consultancy to such clients as Citibank and AT&T.

Small companies often don't have the money or time for marketing. But try to get involved in a group that has some clout -- one that can help you market yourself more economically.

Going to conferences allowed me to meet people in my own backyard. I went all the way to Albuquerque, New Mexico, and met people from New Jersey and New York. I give all the business cards I collect to an assistant, who enters the names in a contact manager -- we use Microsoft Access 97. Then we send out letters of introduction with brochures. And I follow up personally with a phone call.

Get involved and you'll be exposed to more of the right people. Start at the local level. Work with managers of the organization and participate in sessions and seminars. You can then move up to running for statewide boards and, in turn, participate at the national level. It's easier if you have an employee, so you can take time away from your business. But it's still possible if you're the only person. It's just harder.

Juggle Projects Without Dropping The Ball

Rick Smolan created the Day in the Life... photo book series, most recently 24 Hours In Cyberspace (Que/MacMillan Publishers). His company, Against All Odds Productions, has coordinated many global multimedia projects.

`Find people who are proven producers, who can cast your talent net even wider to reach more contacts," Smolan advises. "And don't be afraid to ask for referrals to other strong candidates who have the expertise you need." Although he recognizes that projects need a director, Smolan doesn't believe in being a drill sergeant. Instead, he tries to stimulate competition among team members to get the best results. "If you get enough talented people in a room," he says, "you can just get out of their way." As the coordinator, you must have a plan but also be spontaneous. "The larger a project becomes, the more its leaders need to recognize it may take on a new direction that no one expected," he explains.