Sales & Marketing

Pure Michigan Business Connect (PMBC) is a multi-billion dollar public/private initiative developed by the Michigan Economic Development Corporation (MEDC) in 2011 that introduces Michigan companies to opportunities that help them grow and expand. 

PMBC’s mission is to help Michigan businesses grow by:

  • Connecting local, national and global purchasers to Michigan suppliers by offering customized procurement or joint venture matchmaking searches, summits and buyer tours.
  • Partnering with local and national purchasers to organize dedicated buyer-supplier matchmaking events.
  • Delivering full concierge services to businesses to help find the right connections.
  • Offering dedicated international trade services for Michigan businesses who want to start or expand export activities.

More Details on Pure Michigan Business Connect (PMBC)

pmbc.connect.space

See how PMBC can help you forge partnerships and grow your business by creating an account in the “PMBC Community”.  The PMBC Community is an online and mobile business-to-business platform linking Michigan companies with private sector procurement opportunities and business services available from other Michigan companies.  Michigan businesses may learn more about the platform and register at no cost. 

Here are a just few benefits to joining the PMBC Community:

  • Connect with other businesses in the Community
  • Apply to attend and participate in matchmaking procurement events
  • Add your own company’s procurement needs
  • Schedule 1:1 meetings with other companies

Instructions on Creating an Account:

  1. Go to pmbc.connect.space and click “Sign Up Now”.
     
  2. Complete the registration steps to create your personal and company profiles. Please note that if anyone from your company has created an account before you, your company may already be created. In that case you’ll simply select it from the options that show up when you begin typing your company’s name.
     
  3. Don’t forget to download the mobile PMBC app from the iOS App Store and Google Play stores by searching for “PMBC”, allowing you to access your account from your phone and interact with other businesses during events!

EasyDNNNews

Looking for Continual Growth? Weed.

By Perry Ballard, Chairman of the Board of Perry Ballard Incorporated
(From SBAM’s member-only Focus on Small Business magazine)

Continual (Not Continuous) Growth is an Astute Business Goal

Continual” growth is intermittent.  Random opportunities bring you new income. You have time to absorb the work before developing the next opportunity. “Continuous” growth is like neverending water from a fire hose. Soon you can’t keep promises, make pressure errors due to haste and reduce or eliminate profit. With water or work, continuous makes it tough to catch your breath…and the end result can be fatal.

One practice to reach continual growth is periodic weeding.

Every business has unprofitable clients, products, services or machines that consume valuable time, resources, effort and dollars. That drain keeps you from developing profitable customers. You know it’s true. But it’s hard to identify and categorize each candidate and determine action to get back to a profitable situation.

A helpful tool is the Boston Consulting Group Growth-Share Matrix (BCG Matrix).
The BCG Matrix is covered in the strategic planning chapter of every marketing textbook. It helps guide effort and resource allocation and offers a way to make business decisions based on logic rather than emotion – not an easy thing to do.

A BCG matrix puts opportunity for market growth on the vertical axis and market share (your strength) on the horizontal axis.

The following examples use “products” but you can substitute clients, machinery, employees or any element key to your success. The analysis is the same.

Upper right quadrant is QUESTION MARKS. It’s where most products, services and clients start out. You have a relatively small market share, but the growth opportunity is great. Others may have a similar product so you are fighting for market share and need to differentiate your brand. You don’t know how much sales will grow, but there is real opportunity here and you want yours.

STARS is the upper left quadrant and where you’d like your QUESTION MARKS to transition. These products have high sales growth opportunity and you own a substantial share of the market. It might be a product you invented or a feature you improved. (Think iPhone or a client who really relies on you.) STARS are the easiest to identify because you wish you had dozens more of them.

CASH COWS sit in the lower left quadrant. This product has limited growth opportunity, but your market share is significant. These established brands generate cash to pay your other bills. (Established clients with a fixed budget are cash cows.) The market demand may be flat, but you make money on every sale. STARS hopefully become CASH COWS as the market matures.

Finally, the lower right quadrant is the DOGS. No growth, little market share. Think any number of small, local beer companies that were sold during the Budweiser/Miller expansion fights and before the local craft beer craze emerged. Eventually nearly every product, service, even whole industries become DOGS. (Think mimeograph machines.)

Identification is relatively easy; action is harder

Each BCG quadrant has an optimal approach. Each is difficult for distinct reasons, especially determining when a product has shifted, but recognition is the key to profit. Move your QUESTION MARKS, but where? Invest time and dollars to build them into a STAR so they can grow into a CASH COW? Or weed them if they begin to bark like a DOG? Monitor them closely and base your move on rational analysis.

The danger with QUESTION MARKS is falling in love with the product and making excuses. A QUESTION MARK should become a STAR or a CASH COW within a VERY reasonable time frame. Otherwise it’s a DOG with a QUESTION MARK tail. (A QUESTION MARK b

The Four Pillars of an Internet Presence: Pillars Three & Four

By Wendy Williams

In the first article of this series, “The Four Pillars of a Robust Internet Presence for Small Businesses,” printed in the November/December issue of Focus, we talked about the changeable content on your website being the ground zero for crafting the business message you wish to share and reviewed the strategy for putting this message out into the world within a different context by sharing links out via social media channels. In this article, we talk about the second two pillars: eNews programs and personal interaction.


Pillar #3

The eNews program. T his method of communicating with your audience can reinforce the outreach from the first two pillars, but add a level of permission-based and direct messaging into the mix. It can be the most powerful channel, if done with a few important strategies in mind.

Not everyone reads your blog, and not everyone subscribes to social media
The first thing businesses must accept is that no matter how much effort you put into blog posts and conversing with your audience on social media, much of what you have to say will slip through the cracks. People hunt and peck around the Web for information they want, and you are lucky if they manage to discover your site.  A good eNews program, however, has the ability to turn all this effort into a narrative, driving your audience to your website so that nothing really slips between the cracks. On top of that, is MEASURABLE.
So how does an eNews Program Work?

Once you decide how often it makes sense to send out an eNews program, the best plan is to populate it with content (articles and posts) you have already created on your blog. Thus, your eNews becomes an aggregated email that highlights everything you wish to share since you sent out the last eNews. So if you decide to include a blog post you wrote or want to share a conversation you had about a topic on Facebook, you simply include all the links in your eNews.  Everyone who receives your eNews has REQUESTED to receive it, which is a great reason to make sure you are sharing material they are going to be delighted to get in their inbox. One example of a service that can manage an eNews program is Constant Contact.  The metrics in the back end are great as they show you how many people clicked on which links, how many people “opt out” and don’t wish to hear from you anymore (this can be an important clue that you need to think about the eNews using the perspective of your audience a bit more), and even how many people forwarded the eNews or shared it via social media. It’s great data.

In most eNews programs, such as Constant Contact, there is also an option to attach a URL containing your newsletter in the eNews. This is an important option to consider as you can then copy the url into a site such as bit.ly (which also utilizes tracking information) and put this optimized link into a Twitter post and on FB for sharing. For example, one of client only has 200 subscribers, but they get over 350 page views of each eNews because of the sharing on Twitter and Facebook.

How often should a company send out an eNews?

This is an interesting question to consider. If you send it out too often, without something compelling at its core, your eNews can quickly be regarded as “junk.” The rule of thumb would be to send an eNews out as often as you have something important to say (from your customer’s perspective, not yours). For many businesses, I think it is safe to say that quarterly will work well. For a business that has a lot of scheduled events, perhaps monthly would work better. One client, a Fish Market, sends their eNews every Friday. It seems like overkill in theory, but it works because the primary mission of the eNews for this particular business is listing what perishable items are available

Background Checks Best Bet

(Reproduced with permission from Accident Fund Insurance Company of America)

There was once a time when a person could walk into a store, grab the “help wanted” sign from the window, and with as little as a handshake, walk out with a job. But the world keeps growing, the job pool keeps getting bigger and the times — well, they are a changin’. As people, we want to have faith in others, but as employers, we have to be especially cautious, as our hiring decisions affect many people. Hiring just anyone off the street is no longer a safe bet.

High stakes

Today making a snap hiring decision could leave you out of the hiring game for good. Statistics show that 30 to 40 percent of job applicants exaggerate or lie on applications and resumes. And Occupational Health and Safety Magazine states that “negligent hiring” lawsuits are on the rise. These suits implicate employers and hold them responsible for the actions of their employees. Industry statistics show that one poor hiring decision can cost a business as much as $100,000 or more.

Lay your money on the check

A much safer bet is the professionally done background check. They’re quick — typically taking between 48 and 72 hours to complete — and range in price from $100 to $200, depending on what information you want to find. The more comprehensive the search, the more it will cost. If you are a small business owner, the costs may seem high, but in the long run, it’s better to be safe than sorry. If you are still concerned about the fees, go to www.esrcheck.com and read “How to Avoid Hiring a Criminal for Under $20.00.”

Playing it safe

While there may have been a time when background checks were something employers did after the decision to hire was made, experts recommend that Human Resource departments and business owners take a new approach to the way they view the hiring process. Safe hiring is something all businesses should adopt as a way to protect their employees, their business and their time. Employment ads should state that background checks are performed. Policies and procedures should be in place regarding hiring processes and background checks, making sure that each applicant is handled in the same manner. Making it known that background checks are part of your hiring procedure will deter people with something to hide, and encourage those who wish to be considered, to lay all their cards on the table. In the long run, you will save yourself a great deal of time, money and effort by adopting a safe-hiring plan.

A winning hand

You simply can’t lose when taking a proactive approach to hiring. You will get the best candidate for the job while ensuring the safety of your workers and your business. Background checks are completely legal, if followed according to the Fair Credit Reporting Act, which protects job seekers and employers. Employers have a right to know whom they are hiring. Conducting background checks is your best bet for warding off unwanted job applicants and costly lawsuits.

This article was reproduced with permission from Accident Fund Insurance Company of America. Founded in 1912 and rated “A” (Excellent) by A.M. Best, Accident Fund offers low-cost group rates with a 5 percent up-front discount on workers compensation insurance as well as possible long-term dividends. For more information about SBAM’s program with the Accident Fund contact your independent insurance agent, or at the Accident Fund you may contact Theresa Ross (517) 281-9813 or Beth Goodman (517) 202-5121 for more information.

Retaining Clients: It Takes More Than You Think

By Kirk Squiers, owner of Central Michigan Graphics in Lansing. From SBAM’s member-only Focus on Small Business magazine.

With the proliferation of the Internet, the bad economy has made customers more price conscious. As a result, relationships and service have become the most important aspect of client retention. As the owner of a printing and sign company, I see the World Wide Web cutting into my business weekly. Just last week a customer said,” I can buy 500 business cards on the Internet for $10!” That’s great, but how does that help the Michigan economy?

Staying close to customers should be a number one priority in these rough times. Regular visits to your top ten clients and constant contact through e-mail, Facebook, Twitter, etc. is crucial to maintain top of mind awareness. One of the many ways that my small company stays close to our clients is through our Facebook page. Every time we do a new project, we take photos of it and put it on our home page. The comments we get are amazing; not to mention that it’s like the old adage of tell two people and they will tell two people and so on. A great aspect of social media for small businesses is that it allows you to reach a large group of people with minimal time and resources.

Another great vehicle for communicating with customers is through YouTube. My company has a full video presentation of a time lapse installation on a vehicle wrap on YouTube. And the best part is – YouTube is free!

As a small business owner, your day is filled wearing multiple hats. Social media helps you reduce time spent on marketing, sales and client retention. Facebook, Twitter and blogs are great ways to keep in contact throughout the year. Start using all the free services available on the Internet and you will see client retention surge. Customer loyalty cannot be bought, it must be earned!

Here’s some strategies that have worked for us:
  • Customer communication – be sure to keep in communication with your client base. Send them small thank you notes, birthday e-mails and company newsletters. Make sure you focus on the customer over your company and foremost, do what you say you will do! The recession presents some unique challenges to customer retention management. But the current climate also provides opportunity for small businesses that know how and when to act.
  • Listen for needs and wants. Figure out how can you make the customers life easier. Diversify your product line. We were once just a printer. Now we offer signs, banners and vehicle graphics. Find a niche that you can easily piggyback onto your current offerings.
  • As a current board member of SBAM, you will hear us talk about economic gardening in terms of nurturing relationships with successful businesses already here in Michigan. As a small business owner I am constantly cultivating and gardening my current client base. It is like taking care of a garden. Water and feed the customer with things you provide to help their business flourish. Weed out your competition consistently by paying attention to details and following through.
  • And here is the kicker. If you can’t do something, admit it! Your customers will respect your honesty. 

As we move into the next few years, Michigan-based small businesses will continue to face tough times economically. Continue to seek new business and spend even more time and energy with your top ten accounts. Make it a personal goal to speak in person or on the phone directly with the decision maker of each of those top ten clients at least once a month. You can surely make enough time to call or stop by three places a week. This will lock out your competition and reaffirm your concern for the business relationship. If you do the little things that create the “Wow” factor and y

Hungry for Market Research? FREE Resources Abound

By Nicolette Warisse Sosulski, MLIS

(From Focus on Small Business, the Small Business Association of Michigan’s member-only magazine.)


As a prospective entrepreneur, or the owner of a small or growth-stage business, market research may be the last thing that your budget can cover at the moment. However the data that you seek may be the difference or the edge between you and success or failure. Since firms are trying to sell you market reports or mailing lists from the time you get your DBA (“doing business as…”), the question may boil down to whether or not the information that you want needs to be purchased. As a business librarian, I get dozens of requests of this nature, so I will share some of my top resources in business research, either those that are free on the Internet or often available onsite or remotely from libraries.

List Directories

Sometimes you need lists — people in a particular industry who could be customers or markets or suppliers or competitors, or people already in business in your fi eld. For this purpose, the tool I value most is a database called ReferenceUSA, published by InfoUSA. It contains directory information from every phone directory in the United States, but contains far more from other conduits of company executive information, company income, and financials. There is also a residential component, so if you know your ideal customer makes $75,000 to $100,000 per year and lives in a house in a neighborhood with a value range of $200,000 to $225,000, you can search for neighborhoods with that demographic.
Search results can be saved and downloaded into Excel so that you can further manipulate the data within. ReferenceUSA is a subscription source, purchased by libraries for access by their patrons in the library or remotely using their library cards. It is not cheap, so many libraries do not have it, but it is worth asking your library if yours has it, or perhaps making a road trip to a library that does. Ask your librarian what types of company directory sources the library owns.

Professional Associations

These can be a goldmine of information. You can identify them by Googling a particular industry sector with the word “association,” or you can find them in library sources like The Encyclopedia of Associations or association directories, both online or in print to which your library subscribes. You may not think you want to join anything, so why would this be useful? The members of an association are deeply invested in their sector of the American industry landscape. They may commission studies, reports being made available to their members, of trends in an industry such as the growth of the green cleaning sector market share in the household cleaners industry, reports that could cost a lot from a market analyst. They have newsletters or websites with membership lists. I have found specialty niche sales professionals for a manufacturing company this way. Lastly, as I tell my patrons, all of us want to keep cold foods cold. However, if I am an ice cream truck vendor, I need information about the kind of high performance mobile cold storage that is not going to be found in Consumer Reports. Ads and evaluations of this type of equipment will appear in a publication dedicated to this industry. You may decide to join the association or you may just look at their web page. You should feel free to contact associations to see what kinds of reports and studies they make available to their members.

Article Databases and the MeL Business and Jobs Gateway

You are lucky. You are in Michigan. The libraries of your state have banded together to purchase databases — collections of online articles from professional and industry journals — and have made them available to every possessor of a Michigan drivers license or Michiga
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