Tightrope: Apply some basics in building your business

— -- Hello, Gladys — I graduated from art school last year. Several months ago a friend and I started a graphic design business. So far we have been able to make a little money, but nowhere near what we need to make a living. I am beginning to run low of money. What should we do to get our business off the ground? — Mari

What makes a business are customers and plenty of them. Did you lay out a marketing plan to follow before you started the business? Did you talk to some of the elders in the graphic design business to get ideas and pointers? Did you pick up a couple of books on business development to guide you along the way?

These matters should not be taken lightly and certainly not overlooked. If you haven't done these things, now is a good time to start.

And while you work on that, here are a couple of things to help you pull your business together.

Exactly what service do you have to offer and who needs it? Write on paper in the clearest detail what service you are providing. It's not enough to say that you offer graphic design services. Be specific. Next, make a list of the folks who could benefit from the service.

For example, suppose you decide to do the graphic design for book covers. Who would your potential customer be? My guess would be, publishing houses.

The next step would be to prepare both oral and written material to encourage the companies to use your services.

You say that you have made a little money. I will assume that means that you have a few customers. Don't be shy about asking your current or past customers for referrals. You will find that satisfied customers can become your greatest asset.

Don't slack up on your public relations. Send press releases to local radio, newspaper and television talk programs. Let them know of your expertise and your availability to come on their programs to give expert information.

Get out into the community and let the people know that you are ready and able to do business. There are many business networking and social clubs that you can connect with. Check with the business section in your library for lists of business groups in your area.