Lessons after six months

We formed Sunfitters back in November 2006. This week marks six months from formation and two months from launch. Here are seven lessons that may come in handy for your business: (1) Don’t got it alone. (2) Barter where you can. (3) Technology is a time suck. (4) Integrated marketing is essential. (5) Watch out for hucksters. (6) Work from home at first. (7) Scrutinize every expense. Let me elaborate…

1. Don’t go it alone.
   You may have a lot of talent. But all the skills in the world won’t put enough hours in the week to accomplish everything you will need to do. So have a plan for paying skilled people to follow your direction.
2. Barter where you can.
   I’ve had some good fortune trading my skills for someone else’s time and talents. This is where a network of former business colleagues can come in handy. Many of them moonlight and have dreams just like you. One hand washes the other.
3. Technology is a time suck.
   Stick to paper as long as possible. I know this sounds counterintuitive for any e-commerce business. But you will burn countless hours of valuable time with propeller heads trying to get something simple to work. Sometimes a spreadsheet, a fax machine and a file cabinet is all you need for now.
4. Integrated marketing is essential.
   “Build it and they will come” only works in the movies. You will need to drive traffic. Lots of it. No one method will drive enough traffic to put you in the black. So be sure to have an integrated marketing plan that utilizes SEO techniques, paid ads, affiliate programs and public relations. The number of competitors trying to grab a finite number of clicks will blow your mind. You need to be one step ahead of them or your business is in trouble. So have a multi-pronged plan of attack that can adjust to constant changes in the market climate.
5. Watch out for hucksters.
   There are a lot of crooks out there who want to take your money… particularly in the areas of marketing and web development. Evaluate partners very carefully before sending them a nickel. By all means, check references. And insist on provisions with any agreement to give you an easy out if things go bad.
6. Work from home at first.
   Utilize outsource fulfillment companies or local public storage facilities for your inventory while you execute plans and get the business off the ground. This will save thousands of dollars in commercial rent before it’s really needed.
7. Scrutinize every expense.
   Don’t get the cart before the horse. Do you really need attendants for a few calls per day? Do you really need warehouse automation when the manual process seems to be working? It’s good to dream big. But start small and have a plan to expand when the volume of business warrants bells and whistles.