Workroom Creative Blog

Designing for Growth: Launching the START GREEN Business Guide

Tue, 03 Feb 2026 04:11:53 GMT

How do you build a business that lasts? Look to nature.

What is START GREEN?

It isn’t your typical, "hustle-culture" business course. It is a practical, 10-step journey that teaches the fundamentals of setting up a business by drawing parallels from the natural world.

The guide takes complex concepts like branding, legal structures, and financial planning and translates them into "nature-based" wisdom. It’s about building a business that isn’t just profitable, but sustainable and balanced.

The Design Challenge: Bringing Nature to the Screen

The goal was to create a user experience that felt clear, comprehensive, and calm. We focused on several key features to ensure the platform matched the "Start Green" philosophy:

An Intuitive 10-Step Layout: We structured the site in an easy-to-follow format, allowing learners to see their path clearly from seed to sprout.

A "Learn at Your Own Pace" Environment: The UI was designed to be clutter-free, helping students engage deeply without the "digital noise" that usually accompanies online learning.

Built-in Interactive Tools: We integrated discussion forums and reflection spaces, creating a virtual "notebook" for entrepreneurs to cultivate their ideas.

Key Features of the Start Green Platform:

Core Principles: A unique blend of essential business concepts and biological insights.

Actionable Content: Filled with real-world examples and tactical advice.

Beginner-Friendly UX: Designed for anyone to jump in, regardless of their prior business experience.

Growing Together

Building StartGreenCo.com is a perfect example of what we do best at Workroom Creative: taking a visionary idea and giving it the professional, creative framework it needs to thrive.

Whether you are building a nature-based course or a local service business, the foundation is the same. It starts with a clear plan and a professional presence.

Are you ready to plant the seeds for your own business? Explore the guide at StartGreenCo.com or, if you need help building your own digital workspace, contact us today.

Neighborhood Faves Winner

Tue, 18 Nov 2025 16:44:13 GMT

Neighbors Name Workroom Creative a “2025 Nextdoor Neighborhood Fave” in Nextdoor’s 9th Annual Local Business Awards

Minneapolis, MN, November 18, 2025 — Workroom Creative has been named a 2025 Nextdoor Neighborhood Fave, the annual awards program that recognizes local businesses loved by neighbors.

This year’s winners of Neighborhood Faves will receive greater visibility on the Nextdoor app, a Neighborhood Fave badge on their Nextdoor Business Page, and a “2025 Neighborhood Faves Winner” sticker to display in their storefront.

“Local businesses are the cornerstone of our communities, and the Neighborhood Faves awards are our way of celebrating the establishments that neighbors love most,” said Nirav Tolia, CEO of Nextdoor. “We are proud to recognize this year's winners for their outstanding contributions. Being a Neighborhood Fave is a powerful testament to the meaningful impact they have on their communities every day.”

Selected by the volume of neighbor ‘Faves’ and recommendations on the platform from the past year, the Neighborhood Faves awards recognize the most beloved local businesses on Nextdoor. Peter Hayes, owner of Workroom Creative mentions that " We strive to provide expert guidance on getting small businesses up and running online and are honored to have been recognized as a trusted provider by our community."

The complete list of winning businesses is available at nextdoor.com/favorites. Join the neighborhood network by downloading the Nextdoor app in your favorite app store or visiting nextdoor.com.

Blogging Best Practices

hello@workroomcreative.com (Peter Hayes) — Mon, 02 Jun 2025 18:16:31 GMT

SEO Blog Post Checklist for Small Business Websites

1. Start with Keyword Research

Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs.

Focus on long-tail keywords relevant to your niche and audience.

2. Optimize Title Tags

Use your primary keyword at the start of the blog title

Keep it under 60 characters to ensure it displays properly in search results.

3. Use Meta Descriptions Wisely

Write a compelling summary (up to 160 characters).

Include the primary keyword and a call-to-action (e.g., "Learn more," "Get tips").

4. Structure Content with Headings (H1, H2, H3)

Use H1 for your title (only one per page).

Use H2s and H3s to break content into scannable sections.

5. Focus on Readability

Write at a 6th–8th grade reading level

Use short paragraphs, bullet points=, and simple language

6. Incorporate Internal Links

Link to related blog posts or key service/product pages

Helps with site structure and time-on-site.

7. Add Relevant External Links

Link to authoritative sources to support facts or data.

Open in a new tab to keep users on your site.

8. Use SEO-Friendly URLs

Include the target keyword.

Keep URLs short and descriptive (e.g., `/eco-friendly-packaging-tips`).

9. Optimize Images

Use descriptive filenames and ALT text with keywords.

Compress images for fast loading (e.g., TinyPNG or WebP format).

10. Include a Featured Image

Helps with social sharing and visual appeal

Size properly (e.g., 1200x630px for social media previews).

11. Implement Schema Markup

Use structured data for articles to improve how your post appears in Google (e.g., stars, author, publish date).

12. Aim for 800–2,000 Words

Longer posts tend to rank better, but only if they provide real value

13. Keep Content Original and Valuable

Avoid duplicate content.

Provide actionable insights, unique opinions or local relevance

14. Encourage Engagement

End with a call-to-action (comment, share, read another post).

Ask questions to prompt discussion.

15. Add a Table of Contents

Especially useful for long posts.

Improves user experience and can generate jump links in search results.

16. Use Keyword Variations Naturally

Sprinkle LSI (Latent Semantic Indexing) keywords throughout your post.

Helps avoid keyword stuffing and improves semantic understanding.

17. Make It Mobile-Friendly

Ensure responsive design.

Test on mobile using Google’s Mobile-Friendly Test

18. Update Old Posts Regularly

Refresh with new data or trends.

Add an “Updated on” date for credibility.

19. Share Across Channels

Promote your blog post on social media, email newsletters, and Google Business Profile

20. Monitor Performance with Google Search Console

Track impressions, clicks and ranking positions

Optimize underperforming posts based on this data.

New Projects & Capabilities

hello@workroomcreative.com (Peter Hayes) — Thu, 22 May 2025 15:13:09 GMT

New App, Design, Capabilities, and more!

I have been very busy learning new technical capabilities in order to offer more services to my clients. I am happy to announce that I am now able to design, build, configure custom apps in addition to websites.

As a first example, I completed a project that has been on the back-burner for quite some time. It is currently in Beta (testing) mode and all feedback is welcome. Here is the link: www.rolodex.cloud and here are some of the main points:

Design Challenge:

To create an online community app from the ground up. In other words, create the business identity, initial marketing direction, logo design, app design.

Key Accomplishments:

- Business Concept & Strategy

- Branding & Design

- Marketing Direction

Keep an eye out here for more exciting announcements coming soon!

5 Security Improvements for Small Businesses

hello@workroomcreative.com (Peter Hayes) — Fri, 18 Oct 2024 20:50:24 GMT

In honor of Cybersecurity Awareness Month throughout the month of October 2024 here is a quick post about the top 5 security improvements small businesses can make with minimal effort but big impact.

1. Improve Password Policies

Mistake: Using weak passwords, reusing passwords across different accounts, or failing to change default passwords.

Fix:

Implement strong password policies requiring a mix of uppercase letters, lowercase letters, numbers, and special characters.
Use password managers to generate and store unique passwords.
Enforce regular password changes and never reuse passwords across different accounts.

2. Encrypt Your Data

Mistake: Not encrypting sensitive data, both in transit and at rest, which can lead to data breaches.

Fix:

Use SSL/TLS for encrypting data transmitted over the internet.
Implement full-disk encryption on all devices to protect data at rest.
Encrypt emails that contain sensitive information.

3. Improve Network Security

Mistake: Failing to secure the business network, which can be exploited by attackers.

Fix:

Use firewalls to protect your network from unauthorized access.
Implement VPNs for remote access to ensure secure connections.
Regularly update and patch network devices and software to protect against vulnerabilities.

4. Implement Employee Training

Mistake: Employees are unaware of security best practices, making them vulnerable to phishing and social engineering attacks.

Fix:

Conduct regular security awareness training for all employees.
Educate employees on recognizing phishing attempts and the importance of not clicking on suspicious links or downloading unverified attachments.
Create a clear protocol for reporting suspected security incidents.

5. Perform Regular Backups

Mistake: Not having a robust backup strategy, leading to data loss in case of hardware failure, ransomware attacks, or other disasters.

Fix:

Implement a regular backup schedule, ensuring critical data is backed up at least daily.
Store backups in multiple locations, including offsite or in the cloud.
Regularly test backup restoration processes to ensure data can be recovered promptly when needed.

By making these security improvements, new and existing small businesses can reduce their risk of cyberattacks and other security incidents, helping to safeguard their assets and reputation.

The Benefits of Having a Blog for Your Website

hello@workroomcreative.com (Peter Hayes) — Tue, 03 Sep 2024 00:51:14 GMT

A blog can offer numerous benefits, from enhancing your website's SEO to establishing authority in your industry.

In today's digital age, a website is more than just an online presence; it's a dynamic platform to engage, inform, and convert visitors into customers. But having a website alone is not enough. To truly maximize its potential, consider adding a blog. In this post, we'll explore the various advantages of maintaining a blog and why it should be an integral part of your website strategy.

1. Boost Your SEO Rankings

One of the most compelling reasons to have a blog is its impact on search engine optimization (SEO). Search engines like Google favor websites that consistently publish fresh, relevant, and valuable content. A blog allows you to regularly update your site with new content, giving search engines a reason to crawl your site more frequently. Each new blog post is an opportunity to rank for different keywords, which can increase your visibility on search engine results pages (SERPs).

Additionally, blogs allow you to target long-tail keywords — specific phrases that are less competitive but highly relevant to your audience. Over time, these keywords can drive a steady stream of organic traffic to your website. Moreover, quality content that provides value to your readers is more likely to be shared, linked to, or cited by other websites, further improving your SEO performance through backlinks.

2. Establish Authority and Build Trust

A well-maintained blog helps establish your business as an authority in your industry. By sharing insights, tips, and expertise related to your field, you can demonstrate your knowledge and credibility to potential customers. This is particularly important for businesses that rely on trust, such as financial services, healthcare, or consulting firms.

When you consistently provide valuable content, your audience begins to see you as a thought leader. This perception can significantly influence their decision-making process, making them more likely to choose your products or services over your competitors. Furthermore, a blog allows you to address common questions and concerns that your target audience may have, building trust and fostering a sense of connection.

3. Engage and Connect with Your Audience

A blog is a powerful tool for engaging with your audience. Unlike static website pages, a blog is dynamic and invites interaction. Readers can comment on your posts, share them on social media, or even reach out directly with questions or feedback. This interaction creates a sense of community around your brand, which can enhance customer loyalty.

By responding to comments and engaging with readers, you can build relationships and learn more about your audience's needs and preferences. This two-way communication can provide valuable insights into what your customers are looking for, helping you tailor your products, services, and marketing strategies to better meet their needs.

4. Generate Leads and Conversions

Every blog post you publish is an opportunity to generate leads. By including calls to action (CTAs) in your blog posts, you can guide readers to take specific actions, such as subscribing to your newsletter, downloading a free eBook, or scheduling a consultation. These CTAs can help convert casual readers into potential customers.

Additionally, a blog allows you to educate your audience about your products or services subtly. Instead of overtly promoting your offerings, you can use your blog to address pain points, offer solutions, and showcase your expertise. When readers find your content helpful and informative, they are more likely to trust your brand and consider purchasing.

5. Drive Traffic to Your Website

A blog is an excellent way to drive traffic to your website. Each time you publish a new post, you create a new page for search engines to index, increasing the chances of your website being discovered by potential customers. Moreover, sharing your blog posts on social media platforms can drive additional traffic to your site.

High-quality, engaging blog content encourages visitors to stay on your site longer, reducing bounce rates and increasing the likelihood of conversions. The more valuable and relevant your content is to your audience, the more time they will spend on your site, exploring other pages and learning more about your business.

6. Support Your Social Media Marketing

Maintaining an active blog provides a steady stream of content that you can share across your social media channels. Each blog post can be repurposed into multiple social media posts, infographics, or even videos, helping you keep your social media profiles active and engaging.

By sharing your blog content on social media, you increase its reach and visibility, attracting more readers to your website. Additionally, when your audience finds your content valuable, they are more likely to share it with their network, further expanding your reach and driving more traffic to your site.

7. Showcase Your Brand’s Personality

A blog is a great way to showcase your brand's personality and voice. Unlike the more formal tone of a website's core pages, a blog allows you to be more conversational and engaging. This humanizes your brand and makes it more relatable to your audience.

By sharing stories, insights, and experiences, you can create a unique brand identity that resonates with your target audience. Whether your tone is casual, humorous, or professional, a blog allows you to communicate your brand values and connect with your audience more personally.

8. Cost-Effective Marketing Strategy

Compared to traditional advertising methods, maintaining a blog is a cost-effective way to market your business. While there are costs associated with creating and maintaining a blog, such as content creation and website management, these are generally lower than those of other marketing channels.

Moreover, the content you publish on your blog has a long shelf life. Unlike paid ads that disappear once your budget runs out, a well-written blog post can continue to drive traffic, generate leads, and promote your brand for months or even years after publication.

9. Differentiate Your Business from Competitors

In a crowded digital landscape, standing out from your competitors can be challenging. A blog allows you to differentiate your business by showcasing what makes your brand unique. Whether it's your industry insights, unique approach, or customer success stories, a blog provides a platform to highlight what sets you apart.

By offering valuable content that addresses your audience's needs and concerns, you can position your brand as the go-to source for information in your industry. This differentiation can help attract more customers and build a loyal following over time.

10. Stay Relevant and Adapt to Changes

The business landscape is constantly evolving, and so are customer preferences and industry trends. A blog allows you to stay relevant by keeping your audience informed about the latest developments, trends, and changes in your industry.

It also provides a platform to quickly adapt your content strategy to changes in your business environment. Whether you want to announce a new product launch, share a company update, or respond to an emerging trend, your blog gives you the flexibility to communicate with your audience in real-time.

Conclusion

A blog is more than just a section of your website; it's a powerful tool that can drive traffic, generate leads, build trust, and establish your authority in your industry. By regularly publishing valuable content, you can engage your audience, improve your SEO rankings, and differentiate your business from competitors. If you haven't already, consider adding a blog to your website and start reaping the numerous benefits it offers. Your website — and your business — will be better for it.

The Value of Joining Small Business Networking Groups

hello@workroomcreative.com (Peter Hayes) — Thu, 20 Aug 2020 03:30:58 GMT

Create Lasting Connections With Other Small Businesses

Thursday Morning Coffee

Early every Thursday morning, I hop onto a Zoom call with a small group of other small business owners. We drink our coffee or tea and share local news. This specific group is geared towards very local connections. In fact, it was originally proposed as a monthly in-person meeting, but due to Covid, it was moved online. It also morphed into a friendly weekly get-together where personal and local news is shared in addition to pure 'business' talk.

Make Connections, Share Ideas, Learn From Others

Our group has had guest speakers on such relevant topics as SEO in addition to providing a platform for bouncing ideas off other small business owners. It has been a way to learn from others in a wide variety of fields - from financial planners and real estate professionals to photographers and counselors - the insight and breadth of knowledge is inspiring. Its also a great place to ask for small favors like reviewing and/or promoting articles on LinkedIn or other social media.

Start Your Own

I highly recommend researching on Nextdoor, LinkedIn, or Facebook to find your own local small business group. If you can not find one, start your own! It is an amazing way to meet with others who share your challenges and have great ideas to share.

How To Turn A Promoter Of Your Business Into A Detractor

hello@workroomcreative.com (Peter Hayes) — Wed, 15 Jul 2020 18:47:58 GMT

A surefire way to turn a passionate advocate into a negative critic.

The title of this post may sound backward, because, for obvious reasons, the goal of any business is to energize potential employees (like potential clients, which they are) - not to turn them off. But many HR/marketing/leadership team members would and should be surprised to learn that their company regularly does exactly this. There is, in fact, a single surefire way to turn someone against your brand - and that is to treat (intentionally or not) job applicants with contempt, disrespect, and rudeness. How? By failing to send a rejection letter.

Broad personal experience as well as the experiences of too many friends and family show me that without a doubt this is a consistent and widespread issue. So how can a company - especially one whose mission is theoretically to ‘attract top talent’ - ensure that they do not negatively impact their reputation through their poor treatment of candidates? The answer, again, is simple: send one timely, sincere, and empathetic email. As anyone who has been a job hunter has experienced, there is often already a lack of good-faith communication in the search/interview/hiring process. The system in general needs significant improvement. But for the scope of this article, let’s focus on this one.

The issue - the fact that candidates who have engaged in the hiring process are simply left hanging with no communication - is, I believe, partly due to process issues (for example, having a disorganized approach to interviewing and interview follow-up), but I suspect that it is has a good deal more to do with the uncomfortable nature of saying ‘no.’ If this is the case, it is time to address that discomfort within your organization, no matter what size. Big or small, if your company is not proactively treating ALL candidates with respect and reasonably transparent communication, especially in issuing rejections, it is unequivocally harming your business.

"Big or small, if your company is not proactively treating ALL candidates with respect and reasonably transparent communication, especially in issuing rejections, it is unequivocally harming your business."

Let's pause for a moment and understand why a response to a candidate may be so important by thinking about the process a prospective employee typically goes through. First, they find a job listing, review the requirements, and begin to compare their experience with the needs of the company. Already they have effectively begun engaging with your brand and your business. Next, as they move through the process of editing a resume and writing a cover letter they are doing initial research into what your business does and how they can contribute to its growth and success. They are reviewing your website, reading your marketing material, thinking about your products and services, and beginning to imagine themselves in the role advertised. (Prospective customer behavior does not get more ideal than this!) Finally, by the time they make it through various stages of interviews, from phone screens and video calls to in-person office visits, they have laid the foundation for a relationship, and critically, so has the business - since a relationship is by definition 2-way.

Now, if we look at this dynamic from a marketing perspective, we should be horrified to learn that after all this investment (time, money, resources, not to mention personal energy) poured into building a relationship, too many businesses to count burn that relationship to the ground by stopping all communication with the candidate if they are not chosen for the role. By doing this, the hiring manager - because they do not have the training, infrastructure, or courage in place to send a simple email - turns someone who was once thrilled about the company (enough to consider spending a third of their life there), into someone who has negative emotions. As days of no contact tick by, a typical candidate may become by turns:

Day 1: understanding (they are busy and talking to other candidates, I hope I get it!)

Day 2: empathetic (did that person who promised to ‘let me know’ get sick? Are they ok?)

Day 3: confused (maybe they somehow lost my contact information?)

Day 4: disappointed (ok, I guess I didn’t get the job, I would have heard by now ...)

Day 5: frustrated and hurt (fine - they went with a different candidate - I can respect that, but they should have had the courtesy/decency to let me know. Not to receive a phone call or email is insulting.)

Day 6: actively critical (I cannot understand why I was treated so poorly, and cannot recommend this company any longer...I’m going to complain out loud to my spouse and friends, and online.)

Of course, it is never pleasant to receive a rejection email (having made these decisions numerous times as a hiring manager, I can tell you that it is also not pleasant to send them). But at a minimum, it illustrates respect, showing a candidate that their time and energy are valued, and that the relationship you built with them is meaningful. Perhaps they will be a better fit for another role, perhaps they will become customers, perhaps they will sulk a little and move on. All candidates are, after all, only human. What they very likely will NOT do, if treated fairly, is: write a negative review on Glassdoor or other platforms, relay how unprofessional their experience was by word of mouth, stop purchasing your company’s products and services, unfollow you on social media, etc... These are examples of the fallout that everyone in any company should always be working against - from the marketing team to the CEO, from the engineers to the service representatives - because no one wants to learn that the hard work they dedicate to winning customers and supporters is undercut by an inability or unwillingness of someone else in the company to send one fast, respectful email.

The solution to prevent a brand advocate from becoming a detractor is so effective and so easy that I am astounded at the frequency of businesses’ failure to implement it. I do not, however, believe that a culture of disregard is intentionally widespread, and so I have hope that we can change it. It’s time to reassess our policies and our practices. To jumpstart that change, I’ve included a sample rejection letter below. Feel free to copy, paste, and edit it as needed. Just please stop ignoring candidates - they deserve acknowledgement of their time, effort, and personhood and some basic human kindness to help them remain a promoter. Take 30 seconds and send the email - It’s not only the right thing to do - it’s also good for business.

-------------------------------------------------------------------------------------------------------------------------------------------------------------------

Hi {First Name},

Thanks again for your interest in the {Position Name} position at {Company Name}. We appreciate your interest and the time you took to reach out.

After careful consideration, however, we've decided not to move forward with your candidacy at this time. It was great to {meet/talk/get to know} you and we'll keep you in mind if a position that’s a better fit opens up in the future.

Best of luck with your search. I understand it can be challenging but am certain that you’ll find the right opportunity.

Best,

{Your Name}

Tips for Increasing Traffic to Your Website

hello@workroomcreative.com (Peter Hayes) — Sun, 12 Jul 2020 06:00:09 GMT

There are many different options for increasing website traffic depending on your goals, experience, expertise and motivation. Here are a few. Contact us if you would like to talk more about putting these strategies into place.

Pay for advertising

It is possible to increase traffic through paid ads on social media like Facebook, Instagram, Nextdoor and others. You can also pay for ads to appear on Google.

Pros : generally effective after experimenting with various keywords, messages, and ad formats
Cons : typically expensive, especially at first, requires testing and validation of ad effectiveness

Self-promote

You can drive traffic to your website by mentioning it on your own social media posts. Encourage your family, friends, neighbors, and others in the community to visit your site and help spread the word.

Pros : inexpensive, (but time consuming), fast if you are not shy about reaching out to others for help
Cons : most effective if you have a large network who will assist in visiting your site and getting the word out

Offer a Sale

Offer a special, sale, promo, or other discount (grand opening, various holidays, seasonal, etc…).

Pros : inexpensive (only discount what is actually sold) and timely, relatively straightforward to design
Cons : best if you have a large network in place to help spread the word and take advantage of special offers

Enhanced SEO (Search Engine Optimization)

Implement and use various keywords and text on your website to become more visible to search engines.

Pros : very effective at growing organic search over time by helping search engines find your site more easily
Cons : can take time to implement and discover effective keywords, it is a paid service provided by SEO agency or in collaboration with your website designer

Use relevant search-friendly Content in your website

Have fun and create original content like blog posts, videos or podcasts to encourage visitors to your site!

Pros : can generate excitement and genuine interest in your products and services
Cons : takes time and energy (or money if hired out) to create enough content to impact search results

SCORE - A Great Resource for Small Businesses

hello@workroomcreative.com (Peter Hayes) — Tue, 23 Jun 2020 16:25:23 GMT

What is SCORE?

SCORE is the nation’s largest network of volunteer, business mentors. They have approximately 10,000 volunteers in more than 250 chapters nationwide. Most, if not all SCORE mentors bring real-world business experience. They are typically working and/or retired business owners, executives and managers who have been through the same challenges and decisions that many entrepreneurs are facing today.

I have personally worked with a number of volunteer mentors in a few different cities and have always found their advice to be honest (sometimes a bit too honest...) sincere, and trustworthy. They are objective and knowledgeable - especially about their local community - and very approachable. In addition to one-on-one conversations, I have found their online business resources to be be a great starting point whenever I run into new questions about starting/running a business. They also have an ongoing series of webinars and events that cover a variety of topics. From business plans and spreadsheets to marketing advice and general small business help, I highly recommend utilizing this set of free resources for your new or growing business.

Learn more about what they have to offer at this link .

Black Lives Matter

hello@workroomcreative.com (Peter Hayes) — Sat, 30 May 2020 02:39:16 GMT

Black Lives Matter

We must say this louder and more often and unequivocally. We must fight harder for change and confront those who refuse to change. We must look deeply into ourselves and do better.

Covid-19 Response

hello@workroomcreative.com (Peter Hayes) — Wed, 08 Apr 2020 02:17:23 GMT

Covid-19 - We're All In This Together

There is no doubt that we’re facing a lot of unknowns in a very challenging time. Small businesses around the world are facing increasing and unprecedented challenges. No one is able to predict how this is all going to unfold. As a result there is a sense of caution, a planning for worst-case but hoping for best-case, a remarkable and inspiring community response, and a plethora of helpful resources. I usually begin at the CDC and go from there.

Of course, the top concern is for the safety and health of all our families, friends, and clients. We want to help and support our neighbors and all those who are on the front lines working to keep the economy staggering a long. These unpredictable times mean unpredictable finances and I want you to know that Workroom Creative is in this with you and here to help. I'll do everything possible to help new and existing clients continue to find success and grow their business.

We’re all in this together. Please stay healthy, stay safe, and please wear a mask.

Start Your Business

hello@workroomcreative.com (Peter Hayes) — Thu, 20 Feb 2020 07:34:04 GMT

10 Steps to Review Before Starting Your Small Business

Step 1: Establish Market Fit & Customer Need

Before you go too far down the road of establishing that sand store in the desert, do some basic research to make sure your idea is viable. Market research can (and should) be conducted using a variety of approaches. Examples include; personal interviews, focus groups, community feedback, social media polls, and competitive analysis & demographic surveys.

Talk to a wide variety of people and stay open to learning, understanding different perspectives, and refining your ideas.

Step 2: Ensure You Are In It To Win It

Commit to working on your project a specific number of hours per day or per week. Don’t be shy about asking a trusted friend to hold you accountable. Most importantly, be honest with yourself.

Set a Go/No-Go date 2 or 3 months ahead. This will allow you the opportunity to readjust your expectations if needed based on what you have learned through research and business planning.

Step 3: Start Drafting Your Business Plan

A solid business plan is a must-have and an invaluable aid to getting your thoughts in order. This will be an ongoing part of your planning and will need many revisions. Make friends with it and don't worry about making it perfect yet. Some key elements:

1. Mission Statement: Why do you want to start the business?

2. Company Goals: What are your critical milestones for success?

3. Business Type: Sole Proprietor, LLC, corporation, non-profit, partnership?

4. Financial Details: Startup costs, Profit & Loss, financing needs, …

5. Marketing Plan: Who is your target customer and how will you reach them?

The less you know about your industry, the more critical the business plan is. Though it is always important.

Step 4: Think About Money - A Lot

Start deciding how (and in what proportion) you will be funding your business; savings, bank loan, investors, partners, bootstrapping? Also, get yourself familiar with some basic spreadsheets and financial terminology: projections, profit/loss, start-up costs, equity, liability…

Think carefully about what the best and worst case financial scenarios will be. It is important to spend the time and do the math - over and over. You need to account for ALL your costs and be able to make a reasonable profit.

Be real with yourself and your family about the risks and rewards. Understanding all the time, money, and opportunity costs is critical at this point.

Step 5: Establish Brand Identity

What type of name will your business have? How formal or friendly, unique, funky, or informative? Think about colors for your walls, packaging, and website. What do colors communicate anyway ? Spring for a professional logo design. From this you will be able to build a strong identity that can be used widely across all your marketing collateral: website, flyers, business cards, emails, t-shirts, packaging, signage.

Note: Its a good idea to think ahead regarding naming best practices and possible pivots that your business may need to make. If you spend time building a name/brand that may need to be repositioned as you grow and learn, you may not want to be locked into an ultra-specific name. Think “Joe’s Chocolate Speciality Shop” vs. “Joe’s Candy Store”. Of course, there is also an argument to made for making the business name to be as informative as possible, so make the decision that is right for your business. And ask your community for feedback - again.

Step 6: Create A Marketing Plan

You'll greatly benefit from outlining a plan for the entire first year. Make note of the major holidays and any special occasions that your industry celebrates. Planning ahead will help you stay ahead of important announcements. Remember that holiday marketing starts well before the actual holiday hits. Give your printer, designer, developer, decorator generous lead time so they can do their best work.

Be sure to consider your demographics and your location. What is the most effective channel for your target audience? Email, flyers, advertising, word-of-mouth, referrals?

Step 7: Build Your Team

You most definitely can not do this alone, so in order to be successful, its a good idea to consider who is on your team.

First and foremost, consider your potential customers as your critical teammates - what can you do for them and what can they do for you? What does your relationship look like?

Also, you will need to work with the practical players like lawyers, accountants, assistants, developers. These specialists know more that you do and you will rely on them for advice and opinions on which you make some potentially large business decisions so choose carefully.

Your friends and family are your people and your support network. Keep them excited and ask them to help spread the word. Don;’ underestimate the power of personal word-of-mouth and brand ambassadors. Also, take a few minutes to watch this Seth Godin talk about building your Tribe.

Step 8: Establish Success Metrics

Think ahead 3 months, 6 months, 1 year after your opening. How much will you need to have earned? How many customers will have needed to click on your 'Buy' button or walked through your door? Review your financials and set you goals for success. Then, after you are open, monitor metrics closely and adjust tactics as needed to make sure you are hitting those targets.

Also, work on the nitty gritty details:

create tax id number

apply for necessary licenses

establish a business bank account

determine insurance needs

Step 9: Reevaluate Steps 1-8

Review, revise, redraft, test, reiterate, experiment, dream, doodle, repeat.

Finally, though these next 2 seem contradictory, they are equally important:

- always get second opinions

AND

- always trust your instincts.

Step 10: Open For Business!

Have a soft launch to work out any potential kinks, and consider a 'Grand Opening' as a marketing opportunity. That is when you celebrate - not before. Then, you'll need to get right back to work - after all, it’s your passion right?