Making the upgrade

Home Office Computing, Feb, 1998 by Rick Broida

Like people, businesses often grow in spurts. And just as an adolescent may suddenly find that a favorite pair of blue jeans no longer fits, your business can outgrow the software that carried you through its early years. This is a good thing. You've worked hard to cultivate your enterprise, so give yourself a pat on the back for meeting your goals. Now, it's time to let out those bursting seams.

Whether you need to increase the sales potential of your Web site or leap beyond your PIM, there's software that can help you move forward. Sure, it's a challenge to leave behind the old, comfortable way of doing things, but you'll have to if you want to expand. And, hey, we're always hereto help. We target seven growing pains, provide an immediate solution, and with an eye toward the future, prescribe a long-range plan to conquer the software dilemmas you're facing right now.

1. Do Business on the Web

Scenario. Last year, you showed off your first Web site, giving potential customers the chance to learn about your business and its wares. But that static site--a mere billboard on the information superhighway--is realizing only half its potential. The time has come to use the Web to conduct business, not just promote it.

Solution. Transform and upgrade your Web page, from a marketing poster to a place of true electronic commerce. First, whip up a sales-oriented site using Internet Creator 4.0 (Forman Interactive, 718-522-2260, www.forman.com Win; $149), which blends powerful site creation and management tools with nifty shopping-cart features (great if you sell a variety of products). Next, take advantage of Peachtree Complete Accounting Plus Time & Billing 4.0's (Peachtree Software, 800-247-3224, www.peachtree.com; Win 95; $250) built-in PeachLink features, which merge online orders directly into your accounting database.

Next step. If you're planning to take credit card orders, make sure you implement a system that will guarantee secure transactions. A versatile solution is Wallet (Microsoft, 800-426-9400, www.microsoft.com; Win 95; free), which gives merchants and consumers alike a way to ensure credit card security. If you're still unsure, Win.net Communications's site (www.commerce.win.net) provides information about performing e-commerce.

2. Move Beyond America Online E-Mail

Scenario. Like millions of other users, your first foray into the world of e-mail was probably through America Online. Though you loved its simplicity, you soon discovered that it couldn't handle more complex e-mail tasks, such as mass mailings, business correspondence with prospects, and integration with your contact manager.

Solution. To take advantage of e-mail's total marketing potential, it's time to say goodbye to your commercial online service and look into a real Internet service provider as well as a serious e-mail program. A top choice is Eudora Pro 4.0 (Qual-comm, 800-238-3672, www.eudora.com; Win, Mac; $89), which supports message filtering, multiple e-mail accounts, multiple signatures, automated responses, and return receipts. Outlook Express (Microsoft, 800-426-9400, www.microsoft.com; free with Windows 98) promises similar features and will double as a newsgroup reader.

Next step. We're not suggesting you add to the mountain of spam that's bouncing around out there. Instead, think about creating a targeted, directed e-mailing to a group that has requested information about your company. Check out one of the many programs designed for e-mail marketing, such as Campaign Pro 2.5 (Arial Software, 503-646-4515, www.arialsoftware.com; Win 95; $99).

3. Trade in Your PIM for a Contact Manager

Scenario. So you love Sidekick 98. Or Ecco Pro. Or whatever. Your PIM has organized your life and kept track of your vital business information. But what has it done for your bottom line? Most PIMs, although good at managing data, don't supply the tools you need to be proactive with--or expand--your client base.

Solution. It may be time to move up to a sales-oriented contact manager or even--gasp!--a database. In addition to providing robust contact management features, GoldMine 4.0 (GoldMine Software, 800-654-3526, www.goldminesw.com; Win 95; $295) uses your Web site to collect data from potential customers and then adds that information to your contact list. Or use the relational database package FileMaker Pro 4.0 (Claris, 800-331-6187, ext. 311, www.claris.com; Win 95, Mac; $199) to construct your own contact manager, giving yourself the flexibility to organize and manage information the way you want.

Next step. If you're running a network and want your entire staff to have access to your company's contact database, fire up FileMaker Pro Server 3.0 (Claris; Win NT, Mac; $999). And your database doesn't have to reside only on your business's network. FileMaker Pro Server lets you save your database in HTML so you can provide Web browser access--essentially turning your inventory into an online catalog.

4. Sign a Windows/Macintosh Peace Treaty

Scenario. When you started your business, it was you and your Mac or PC. Now, you have employees, partners, clients, and maybe even a consultant or two, all of whom have their own favorite operating systems. At least Felix and Oscar had moments of accord, but a mixed Windows and Mac office may never find harmony. Sure, the Mac can read and write Windows formatted disks, but what happens when you're dealing with files too big to fit on a floppy? Or when you and your partner use incompatible applications?