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Technology can transform your business
I typically avoid new technology. Just when I learn all of the "conveniences" offered by the latest gadget, it's outdated. Sometimes it's just too intimidating. I know some small business owners feel the same way.
Ten years ago, a business consultant I respected said, "I just don't see why a business owner needs a computer."
What a ridiculous statement that was. Can you imagine running your business without your point-of-sale system, your customer database or your accounting system?
If you are like most business owners, you have by now fully integrated technology into your business, but know there are better, faster, cheaper technologies you should adopt. And you are right.
Technology choices for most smaller businesses used to be simple. There were very few choices. You used what you already had and tried to avoid sizable investments in servers, networking equipment and applications that were usually designed, and priced, for larger enterprises. Small businesses seemed to be an afterthought for most tech vendors, but innovation -- that "Web 2.0" stuff you hear about -- has changed all that.
New applications can help you manage, streamline and build nearly every function of your business. Mostly, there are Web-based solutions, so the days of capital-intensive hardware purchases for small businesses are coming to a close. Some small businesses will still need to purchase tech solutions that are deployed and managed in-house. But many sizable and sophisticated operations can obtain solutions at a fraction of the cost of five years ago -- and without hiring an IT manager.
Savvy entrepreneurs can save their money for truly transformative technology, rather than basic applications like e-mail or file servers. "Transformative technology" means using applications to take your small business to the next level, be it with revenue, new markets, or completely new ways of doing business -- not just to become more efficient or functional.
Here are five ways that new technology can transform your small business:
• Have a real conversation with your customers: E-mail marketing, leveraging Web analytics, customer relationship management systems and, yes, blogs, allow you to extend these conversations and deepen the value of the relationship for your customer. You'll know you're selling something the customer wants, rather than guessing.
• Sell locally, source globally: Use Web 2.0 collaboration technology to hire and work with people you may never meet. Off-shore outsourcing isn't only for big companies.
• Joined-up management: New Web-based, on-demand business management systems give you the ability to manage every facet of your business online, at a fraction of the cost of traditional in-house software systems.
• Real productivity -- zero cost: For most businesses, there's no need to spend $2,000 on productivity applications for your five-person small business. Google Docs has 80 percent functionality, and it's free.
• True mobility. Arm a sales or service employee with a $500 laptop, a good cell phone and a unified messaging system like GrandCentral, and you might not need them to set foot in the office again. Keep them in the field, earning money.
This stuff is too good for you to wait much longer. The Small Business Development Center is joining with all the chambers of commerce of Santa Cruz County to inform you of the new technologies that can bring your business to the next level of efficiency and increased profitability.
To learn more, sign up for the Business Technology Boot Camp from 8 a.m. to 4:30 p.m. on Thursday at the panoramic Horticulture Center above Cabrillo College. Experts will present "transformative technology" workshops and applications.
In one day, you'll be able to catch up with many of the best recent developments in technology for small companies, whether you're in retail, wholesale, restaurants or health care or operate out of your home. The event is an all-day workshop series covering: transformative IT, productivity, financial management, operations, Web 2.0, and e-marketing and sales. The cost is $45 and includes breakfast, lunch and copious handouts.
Members of the Santa Cruz Community Credit Union and any county Chamber of Commerce will receive a $5 discount -- call SBDC for the discount codes.
For information, e-mail sbdc@cabrillo.edu or surf over to www.sbdctap.com/bootcamp
Teresa Thomae is director of the Central Coast Small Business Development Center at Cabrillo College. The Small Business Development Center at Cabrillo College offers free business counseling. Call 479-6136, or go to www.centralcoastsbdc.org
Past "Ask the Expert" columns:
Technology can transform your business - June 22, 2008
What if disaster strikes? - March 2, 2008
Mystery shoppers help businesses offer the best service - August 19, 2007
Easter spending on upswing - April 1, 2007
Are you buying local this season? - November 26, 2006
Some tips for hiring - October 8, 2006
So you want to own a franchise? - July 23, 2006
Does my business need a Web site? - June 4, 2006
Customer service 101: Listen, learn - May 7, 2006
Looking for attention? Try this - April 16, 2006
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