Too frequently, taking the time to answer “What about…” questions doesn’t bring you any closer to creating a true new growth businesses. The next step from almost any discussion involving questions like these is to conduct further research. And, “What about…” questions never stop. Each answer generates questions whose answers lead to further questions. It could become infinite.

Resource-rich companies and individuals are thus vulnerable to “research overkill” in unknown markets where precision is impossible and attempts to create it through analysis are impractical. Entrepreneurs don’t have the luxury of asking “What about…” questions, and in disruptive circumstances that works in their favor.  Ironically put, “no business plan has ever survived its first encounter with the market.”

What is the alternative, though?

Here are a few:

· Be prepared to make quick decisions, but have the driver of the decision be in-market data, not conceptual analysis. In other words, go small and learn

· Substitute action for never-ending analysis from the very start

· Figure out the quickest, cheapest way to do something market-facing to start the recursive process that so frequently typifies innovation

· Pitch / Sell your idea to colleagues. Open up a kiosk in a shopping mall for a week.

· Create a quick-and-dirty website describing your idea. Be prepared to make quick decisions

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The focus of this article is to simplify the process of what to look for in starting up your own business. There is a great deal of information on what to look for in starting your own business.

In fact, most people get bogged down by having too much information. In their quest for clarity and as they get more information things start to get less clear. When things get less clear, they get confusing. And when they get too confusing, nothing happens.

In starting up your own business the first point is that you must be passionate not just about the idea for the business, but passionate about the delivery of the product or service. Enthusiasm will make things a 1,000 percent better. Too often I see people who fell in love with a business idea but who do not love doing the actual business.

Secondly, there must be a strong desire to succeed. Desire is the steam necessary to fuel the engine of business success. Small business growth must be planted in ground that is watered every day with of enthusiasm and desire. You may have the best marketing business plan in the world but it won’t happen without your desire and enthusiasm.

At this point check yourself on your enthusiasm and desire. If these are in order then let’s take a look at your reasons for owning your own business. Once again there are many reasons for wanting to own your own business. Here are a few that I believe are important.

First, in running your own business you want to make a difference. This will keep your enthusiasm and desire at a high level. And, when you want to make a difference you must understand that different isn’t necessarily better but that better is always different.

Understand how you are going to be better. That is what will attract your clients or customers. Growing small business is about who you will attract to use your products or services. People love something that is better.

Another important aspect to having your small business successful is knowing how you are going to market and sell your product. A successful performance strategy must include a plan for marketing and sales. It is at this point that you need to stop to check your assumptions and make sure they based as much on reality as possible.

Whether you are in a good economy or a bad economy makes no difference if you are lacking a marketing business plan and the ability to carry it out. It is at this point that you need to have a realistic assessment of your finances. Know what you will need to bring your idea or product to market. Also, know what you will need to live on. This may sound elementary but it is critical.

I have watched too many small businesses fail because there was not the money available for marketing and sales. After all, if you have a choice between taking care of your necessary needs or your business which will you choose? Obviously, your primary need is to survive. As a result, if funds are too limited, the business won’t have the necessary dollars to move forward.

To this point we have covered four areas to look for in starting up your own business.

1. Enthusiasm and passion
2. Desire
3. Marketing business plan
4. Finances

The last point to consider centers around “who” you are. If the business you are starting does not honor who you are then the preceding points are meaningless. After all, if you aren’t doing something that honors you and your gifts and talents then you will be unhappy. When you are unhappy, you are more likely to fail.

Why? You won’t have the enthusiasm, passion and desire to make the other things happen that you must have to make your small business successful. Think about this. I have observed many businesses where the money wasn’t an issue. But, they end up being closed down because the enthusiasm, passion and desire were gone.

Is money important? You bet it is. But without the strong positive emotions to support the logic and viability of your business on a daily basis the prospect of small business failure increases. It increases regardless of the money. Do what you want to do. That is where the true success is.

Photo: Marja Flick-Buijs

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