Basic Web Pages Every Site Should Have

For the past month I've been teaching a Do-It-Yourself Website Building workshop and right now we're working on content, so I thought I'd share some of the information I gathered for the class. We'll be focusing mainly on the basics: 1. the home/welcome page, 2. the "about us" page, and 3. the "contact us" page. Ready to start the "web waltz"? And a 1-2-3, 1-2-3...

Before we start, however, there are a few things to keep in mind:

Keywords are key
Don't build your site using only images because then search engines won't be able to find you (fate worse than death!). Think of words, terms and phrases people would most likely type into a search engine to find a product or service like yours. Make a list of 20-30 and choose the most relevant ones for each page. The ones that describe your home page may not be the same as the ones for a particular product page, or for an article you may have written.

Insert keywords:

1-Into the text – titles, subtitles, paragraphs, hyperlinks, sidebar text. But don't overdo it! Google will penalize you if you flood each page with keywords, so stick to one per paragraph. Conversely, if there's too few keywords the search engines will think it’s not about that topic, so shoot for a happy medium.

2-Into the coding of the site - meta tags, title tag, description tag , keyword tags

Overall Content
What images come up to your mind when you think about your business? Those are the same pictures you need to paint to convey your marketing message. Building your reputation and your brand is like dating - you have to woo your prospects in by showing them your best qualities so #1 - they'll like you, and #2 - they'll trust you. Selling is all about trust, so be personable, let your personality shine through - quirks and all.

As David Vinjamuri says in his new book, Accidental Branding, the best brands create a myth around them. People love stories, and sharing your story will allow them to like you. The more they like you the more likely they'll buy something from you. David points to J. Peterman's website, where every product page tells a different anecdote or adds a snippet that whets your appetite. And he continuously keeps the myth alive by writing a blog that gets tons of comments (for more on this read Creative Storytelling).

So write in the first person, as if you were talking to someone you like, and share your stories. Tell them about you, what problems your products and services solve and how they do that. But stay truthful to who you are. By telling them a good story you're giving people the tools to tell others about you.

Now to the nitty gritty...

1- Home/Welcome Page
Like the quote says, "you never get a second chance to make a first impression". Your welcome page introduces you to the world, so you want to make sure that it is presenting the right information in a clear and easy to follow manner. Don't make it hard for people to find things, and keep the main points "above the fold", so they don't have to scroll down. Your home page should be a portal where you can direct people to the deeper sales content pages. The Search Engine Guide recommends keeping text to a minimum in the home page. (See: 7 Ways to Make your Home Page A Home Run)

2- About Us
Whenever I visit a new website one of the first pages I click on is "About Us". That's where I expect to find out the who, what, when, where and how of the site, and if it's not there, I usually take that as a bad sign and move on. A well written "about us" page, on the other hand, will help you be credible, findable and likable, as a recent post on Search Engine Land says (see Making a Good Impression with About Us Pages). The article has a ton of great suggestions of what to include in your about page. Here's a few, plus some of my own:

• Mission Statement
  
  
• Bios of you, your employees
  
  
• Photos and/or video of yourself, your office or employees - add keyword-rich captions and descriptions so people doing image or video searches can find you
  
  
• A history or timeline of your business
  
  
• Case Studies
  
  
• Testimonials
  
  
• Store hours, location, a map
  
  
• Customer Service Policies (on returns, shipping, privacy, etc.)
  
  
• Descriptions of community involvement or membership in local organizations
  
  
• Awards received
  
  
• A link to your press page
  
  
• Job openings

Also see:
- 5 Easy Ways to Make Your About Us Page More About Your Customer
- About Your Website's About Us Page

3- Contact Us
Want to make your list of prospects grow? Make sure you have a way to collect email addresses on your "contact us" page. It doesn't work just to give them your contact information and pray they'll call. By collecting email addresses you can keep potential clients abreast of industry happenings, special events, promotions, or new products/services. It's like sending them a little reminder of who you are so when they're ready to do business they'll think of you first. For ideas on how to collect emails see 6 Ways To Get Your Visitors to Contact You From Your 'Contact Us' Page.

Map out all the information first
Know that you have a rough idea of what goes into each page, take a moment to think about what information you’d like to include in each of them. In a separate, blank piece of paper write a simple outline for each – this will be your blueprint. For ex., in your "about us" page you'll need your bio and a picture, as well as links to other pages on your site that might show samples of your work. For the products page you may want to have thumbnail images of products with a short description and then a link to individual product pages. Make sure to have calls to action in every page - ex. subscribe to my newsletter/blog, buy my products, come to my event, hire me, etc.

Well there is it - your 3 basic pages. Did I miss anything? Please let me know!

It's 10pm, Do You Know Where Your Brand Is?

I've been working on a new logo for my Mogulette Blog (coming soon!) which has led me to think a lot about my brand and what direction to take it. I get so confused by all the different aspects of my business and how they're changing and how (or if) to connect them to one another. So I checked in with my branding guru, the very talented Romana Mirza (who is founder of her own firm, Studio Pinpoint) to shine some light on these matters. Her recommendation for entrepreneurs that are still testing their product/service mix is to start out by making a list of words. Here's what she had to say:

There’s a 3-dimensional perspective that all visionary leaders need to have when building their brands. First you review the strengths of your competitors, then your own and finally those of brands outside of your industry.

1. Competitive landscape: Know what your competitors are offering. Not just the factual details like price, selection, service delivery, etc. but also the language they use - “fastest”, “best quality”, “luxury”, “softest”, “tastiest” – whatever it is. You will find that all your competitors speak the same way. Note these similar phrases and descriptive words. If you don’t have a competitor then fast forward to a time when you become really successful and try to figure out which companies will want to jump into your space and become your competitors, and summarize their language and common phrases.

2. Look inside: Define your character, your personality, what’s unique or quirky about you – how are you are different from the next person. This is hard to do and that’s where working with a brand strategist really helps. Ask your friends, your colleagues, your partners. Make sure to get them to tell you what is unique about you in all the different areas of your life: family, work, business partners, friends, acquaintances, etc. Note the differences, the unique attributes. I really liked Strengths Finder 2.0 by Tom Rath - it's a great way to get an objective view of your strengths.

3. Benchmark: Look for your favorite brands in industries outside of your business. For instance I was hired to do the brand repositioning for a very large office furniture manufacturer. This company appealed to the masses and offered nice design, so I looked for an established brand that had those same qualities to see how they went to market with their designs and how they targeted their customers. Kenneth Cole, which was in a totally different field, ended up being my benchmark. Study your favorite brands, whether it's a tennis racquet manufacturer, clothing designer, a soap company or a car company. Look at their websites, note the language they use to speak to customers, figure out what you like about how they present themselves to you and take note.

Once you complete noting the three dimensions, lay out what you found in front of you. This is where you'll see your brand coming together. Your business may be in flux, your distribution model may change or your financing methods may vary but one thing is certain - no matter how many structural or operational changes you make, your brand should always remain consistent. This is the most important part. The brand must reflect who you are, your core values, the core culture of the company you are building. In the early stages the three-dimensional perspective will give you that.

I then asked Romana for guidance in helping "slashers" like myself (people with multiple slashes in their job titles) to create our brands. Specifically I wanted to know if it was better to tie in the different roles we play into one single brand, or create separate ones for each. Here's what she said:

Develop a brand strategy. This is where you create an “organizational chart” of your different areas of expertise. If in doing this exercise one emerges as the “parent skill” then your other slashes will become subsets of that. If they truly emerge as individual silos then your brand effort may also have to be individualized. Write your strategy - it will determine your “go to market” approach.

Romana says there millions of dollars spent on marketing and brand strategies that don’t work. "Most of the time campaigns are so out of touch from the intent and culture of their organization they don’t even make it to market. Then a company has to invest even more money to try to get it right, but by that point they are so fatigued they just launch whatever comes next. We need to change that," she adds.

Here's her list of 4 branding pitfalls to watch out for:

1. Avoid “standard industry language”. If everyone is talking about luxury, quality and craftsmanship then you should use other words like elite or best-in-class, care, attention-to-detail, and skill.

2. Don’t be something you’re not. Some new companies take on a persona, a brand personality that is not a reflection of who they truly are. People will want to be seen as “worldly and exciting” when they are really “approachable and skilled”. Don’t get caught in the ad agency ‘fast talk’ and adopt an ad campaign or look that doesn’t reflect who you are.

3. Don’t go in blindly. It shocks me how little knowledge entrepreneurs have of their competitive marketplace. Everyone starts a business thinking they have the most unique product. If that is the case then study those companies that are going to come after your market share once they see how successful you’ve become.

4. Be strategic. Throwing an identity and company name together without understanding the strategic implications of how the business is going to grow and what it is going to look like when you get there feels like you are accomplishing a lot in the moment. But then once you get there - to your future state - you realize all the mistakes you made. I work with many, many entrepreneurs – all in their 50’s - who didn’t focus on long term strategy in their 20’s, 30’s or 40’s when they launched their businesses so now they have to do everything all over again.

Branding takes a lot of soul searching and self-analysis and may be the last thing you want to do when there's so many other pressing matters to take care of for your business, but all that precious time spent in careful thought and planning will definitely be worth it.

What are your favorite brands, and why? Please share!

Balancing Work with Fun is Not Always Easy

A big thanks to Lori Field, who just plugged my blog on her website, Real Beauty Is. Lori describes herself as a social entrepreneur and life coach, and her site is about empowering women to feel good about themselves. You would think that would be something that comes naturally but I know for myself I need constant reminders to do "feel-good" things like scheduling a massage at least once a month (once a week would be even better!), eating healthy foods and going to bed at a reasonable hour. If left to my own devices I'd spend all my time either working or trying to figure out the next steps for my business, which can lead to burn-out.

Checking in with friends and family helps me stay grounded, so I try to make at least 3 non-work-related calls a day. Planning social activities can feel like a job in itself but if I don't tear myself away I become grouchy and negative, which kills my creativity. Plus there's nothing like the exhilaration I feel when viewing a great art exhibit, or walking through a blooming flower patch in Central Park (which is where I took this picture). After these little breaks, my head feels as if someone had gone inside it with a vacuum cleaner and scooped up all the "busy-ness" and cleared some space. It's like taking a mini-vacation from, well, myself.

Last weekend I went to visit my family in Puerto Rico (I would show some pictures except that my niece dropped my Canon Powershot A530 and broke it and all my photos are now stuck inside. I've grown so accustomed to carrying my camera everywhere that I feel lost without it. Once I figure out how to fix/replace it I'll add photos, so check back!). I was only in San Juan for 4 days but I spent a lot of time feeling guilty for leaving my work behind. In my head there's a sort of time clock that's constantly telling me that I'm late, that I'm behind schedule, like that rabbit in Alice in Wonderland. The reality is that yes, I have deadlines, but things are unfolding in my life exactly as they should, which is not necessarily on my schedule. So I need to relax more, and to enjoy my life right now, exactly where it is, because that's all I've got. Yesterday is gone and tomorrow hasn't happened yet. The only thing I can change is the present moment, which will be over in a blink of an eye.

I had a wonderful time in the island. We celebrated my mother's 76th birthday (she looks better than ever!) by taking a trip to the mountains to eat local delicacies, like crispy roast pork, fried green plantains, meat and crab turnovers an lots of other finger-lickin' goodies. I taught my niece and nephews how to use my camera (which ended up costing me but it was worth it), took in the tropical scenery and filled my belly with my favorite foods. The rest of the weekend was just as enjoyable. When I got back I put together a killer presentation for the "D-I-Y Website" workshop I gave on Tuesday (more on that in upcoming posts). My business is alive and well and didn't go down the drain because I put it on hold for a few days. Live and learn!

How do you find work/life balance? Share your thoughts with us!

"New Directions" for Women Entrepreneurs

Last week I gave a "Blogging for Business" presentation (one of my favorite topics!) at the Women's Center for Education and Career Advancement (WCECA), a nonprofit organization located in downtown Manhattan, and met a fabulous group of budding "fempreneurs" (pictured right).

Arlene wants to start a film production company to make video resumes for actors, Idalis is creating a line of makeup bags, Shevon is developing a line of vegan, gluten free foods, and Yanique makes eco-friendly home furnishings. Maresa and Leonette are both starting coaching practices to help women in transition, while Kim is in real estate management. These are just some of the businesses that are being "incubated" at the WCECA.

Established in 1970, the WCECA's main objective is to provide marketable skills to women of color who are in "marginable and tenous places in the paid labor force." To this end, they created a program called "New Directions" for low income women with the aspiration and commitment to start their own businesses. Participants meet twice a week for twelve weeks, and learn how to" build and run a successful business, create a sound business plan and prepare for the obstacles and rewards of entrepreneurship." Workshops include business plan writing, marketing, networking, legal issues, financial management and business strategy. High tech mediums like Internet blogging and online marketing are also covered. This valuable course, which is offered twice a year, is totally free of charge. Most of the women who participate find out about it through word of mouth, and the class size is usually 10-15.

Kathleen Vaughn (sitting front row, far right in the picture), who has been with the Center since Sept. of last year, is the program coordinator. "Ours is an organization founded by and for women, so we are very attuned to the challenges women face today," she explains.

Kathleen says that one of the biggest challenges women entrepreneurs face is putting together the (dreaded!) business plan, so three to four of the classes are focused solely that. They are taught by an instructor from American Express who keeps the ladies on track by assigning homework they have to send to her via email.

"We address the professional and personal needs of budding female entrepreneurs. In addition to tech skills we also provide guidance on goal setting, stress management, personal health and nutrition and planning for change," adds Kathleen, whose dedication to the women is evident. Before introducing me, she read an inspirational poem to get everyone in the right state of mind. And when she went away to Vermont for a week she hired one of the past participants, who has a pet sitting business, to take care of her kitty.

After the class was over I walked out with a warm feeling and a spring in my step, happy to have helped other mogulettes-in-the-making move a little bit closer to their dreams.

Using video to advertise your business

There may be a lot of jewelry stores in New York City, but I recently encountered one that's breaking out of the staid, conservative mold that the industry is known for and testing out new media tools. Located in New York's financial district, Greenwich Jewelers was founded back in 1976 by Carl and Milly Gandia. Six years ago their daughter Jennifer came on board, and her sister Christina followed four years later. The younger Gandias have been slowing modernizing every aspect of the business, adding a computerized inventory system, building e-commerce capabilities unto the website, and - the latest - creating the video ad on CitySearch.com (see below).




The girls hadn't meant to follow in their parents footsteps. Sure they helped out at the store during holidays and summers while growing up, but after majoring in marketing communications at FIT, Jennifer pursued a career in fashion, while Christina put her marketing degree from Fordham to work in the financial field.

However, 9/11 changed all that. The store was just blocks away from the World Trade Center but miraculously nothing was harmed. The building however, did retain some damage, and they were told they'd have to relocate. At that time Carl and Milly flirted with the idea of retiring early, but then they got a call from a client who had found space for them. "They felt a responsibility and a desire to help the neighborhood and stay and be of service to the people here that had been so loyal to them, so they decided to reopen," explains Jennifer.

A difficult 10 months followed, and the family came together to design and build the new store and get it back on its feet. After that Jennifer found herself at a crossroads. She had been working in fashion PR for Nars Cosmetics and knew she wasn't interested in continuing there. "I didn’t want want to get to a higher level in the cosmetics industry or in marketing for a large company, so I took time off to do something I'd been wanting to do, which is live abroad, and give myself some time to think," says Jennifer.

She spent a year in Spain but by the 3 or 4th month it hit her - after peering into countless windows and evaluating products in as many jewelry stores she knew what she was meant to do. "I realized I was very interested in the family business and I wanted to be a part of it, so as soon as I got back I started working at the store. The first couple of years was about learning the "ropes" and watching what was happening. I had some ideas I implemented right away - basic operational things like a computerized inventory system and getting slightly more aggressive with the marketing, though nothing sophisticated - just direct mail and local print ads," says Jennifer.

Little by little she started getting to know the clients and what they were looking for, and she formulated a vision for the business. Luckily she and her sister see eye to eye on this. After briefly working in a finance job Christina gravitated back to jewelry. She took a position at Temple St. Claire, a designer of fine jewelry, but soon after joined the family fold. Together the siblings are seeking out smaller artisan lines that have a point of view and are unique and of excellent quality. Last year after a year's worth of careful planning they revamped the website to accommodate e-commerce capabilities and show more products.

But according to Jennifer, their most effective marketing tool to date has been their ads on Citysearch. "That was a turning point for us. Before that most of our business was very local - it was just people in the area that knew about us. There was some word-of-mouth but not outside our immediate area. Citysearch was fairly new at the time and I noticed they were doing advertising so I looked into it. We started out at a small level - like $100 a month - for a listing with just a small blurb about us. Then people started leaving reviews about their experience with us, and it started a snowball effect. We had people coming from places that we’d never seen before - uptown, Harlem, Connecticut. It really expanded our reach. It showed us the power of the internet and what it could do for our business. That continues today - it's still our greatest source of marketing. And it works because it isn't anything we’re doing - it's the reviews that we get. Obviously we're giving people a good experience and they feel compelled to write about us, but it’s the forum aspect that brings people into our store.

When Citysearch launched the video service, Greenwich Jewelers was one of the first ones they contacted. There are a couple of options and price points to choose from - you can either shoot it yourself or have them send a crew and produce it. For the latter they'll send a cameraman over to your place of business to shoot for about an hour and you'll end up with a professionally edited 60-second clip. They also provide you with the HTML code so you can set it up on your website and/or other other sites like YouTube.

If you've been thinking of using video as a marketing tool but don't know quite how, this may spark some ideas. Gone are the days of the cheesy late night Crazy Eddie commercials. With the internet it's easier than ever to make and distribute video, and savvy businesses like Greenwich Jewelers are taking advantage of this.

By the way, they've just launched a new campaign where they're giving away a piece of jewelry every month. All you need to do is sign up - no purchase necessary! This month it's a pair of beautiful NuNu earrings (shown right). Deadline is May 31.

Goalsetting, or Tips on How Not to Blog

Forgive me readers, for I have sinned. I have broken the cardinal rule of blogging, which is, well, not blogging, or failing to blog. I could say that I've been busy with work (true), or I've had visitors (also true) but the reality is that it's mostly been plain 'ole writer's block (aka perfectionism/procrastination/paralysis). I find a million other things to do instead of putting my thoughts down on “digital paper”. They say we're our own worst critic but sometimes it’s like I have two TV sportscasters (let's call them Frank and Joe) in my head and instead of sports they're giving me instant replays and analysis and commentary on every little thing that I do or don't do. And if I can't do something perfectly, or exactly right, forget it. Drop it. Don't do it at all.

Luckily, since I started working for myself I've learned a few tools for when I get stuck like this (although sometimes it takes a while to get around to them – thanks Katie for nudging me!). First, I fire Frank and Joe (these little rascals tend to sneak back in when I'm not paying attention!). Second, I get out my bag of "tricks". These are little stunts I pull to "fool" my mind into doing things, like telling myself to forget about all the mistakes until the end and just write. Other times I'll need to bring in the big guns (multiple calls to my action partner). Setting a deadline or a specific date for me to post on my blog has also helped (not always). But every week it's like I'm starting from scratch. The pen feels like it weighs 800 pounds. The computer is covered in kryptonite, and I’m Superman.

When it comes to my business, the same thing happens. There are tasks that feel so easy to do (playing around with pictures and colors and fonts for my new, soon-to-be-released logo; web surfing in the name of "market research", checking email every 5 seconds) while others are frightening (usually the ones that lead to actually generating income, like making a list of target clients and writing marketing proposals). If I put things off long enough the anxiety will slowly rise, until all I want to do is run for the hills, or hide under the covers with a gallon of cookie dough ice cream. I could do that. But a better option is to break down my scary projects into small, manageable tasks and put each one in some sort of time line.

So for my blogging, I could break each post down into parts and give myself a deadline for each. And then put it all in my Outlook Calendar:
1-make a list of 3 possible topics (Monday)
2-research them to see which one works best (Tuesday)
3-make an outline of what the blog post will be about (Wednesday)
4-write the damn thing! (Thursday)
5-edit, and let it rip (Friday)

As I read this I'm already judging it, saying "oh no, it shouldn't take me that long!" And maybe it won't, but at least I have a little system in place to get me started.

The truth is, no one single tool works best. I need to have a number of systems in place. I need a lot of support, and I don't like doing things by myself. Which was the thinking behind the new Dream Project Intensive workshops I launched last month (see pictures). I wanted to offer support to other entrepreneurs that were suffering like me by forming a group that would make its members accountable for the tasks they wanted to accomplish. At the first one there were 9 people sharing their ideas for a business, and it was a total blast. So I decided to do a follow-up last week focused on setting goals then breaking them down into actions. This is no easy task, mostly because in our head we see things more complicated than they really are. So when someone got stuck during the meeting, the group came up with a slew of possibilities and suggestions, or simply asked additional questions to get more clarity around it.

We also used what I call the back-tracking method: we started out with the end goal and then backtracked from there, thinking about the steps we would need to take just before that, and then the ones just before that, and so on until we get to the present. It worked! Everyone ended up with a short list of actions to take until we meet again in a month.

Not to be left behind, I set some goals for this month as well. One of them is (you guessed it) to faithfully post at least one entry on my blog per week. Wish me luck!

Do you have a trick you use to get past perfectionism/procrastination/paralysis? Please share it!

Monetize Your Site With Sponsorship Deals

Have you thought about getting a sponsor or co-branding partner to help promote your product or service, and earn a few bucks while you're at it? The big guys do it alllll the time. I was watching the show GossipGirl tonight and checked out their website. They have deals with Sunsilk, Verizon, Old Navy, Second Life, Vogue and Rolling Stones magazines.

With tons of new sites and blogs being created by the nanosecond, getting a sponsor may be a one way to monetize your "digital assets". Even if you already sell your own products and services on your website, having an established brand buy ad space will give you more credibility. And yes, you can get Google AdSense pretty easily but unless you have humongous traffic, it won't pay. Cutting a deal directly with an advertiser can be much more lucrative. Think you don't have enough page views? Think again. One thousand unique visitors may not sound like much but there may be advertisers out there that are interested in even that small number of "eyeballs".

This is a topic I'm very interested in so I attended a workshop recently at the NY Women's Chamber of Commerce on how to get sponsors and brought back a few good tips:

There are two types of sponsorships:
1- grants from foundations or city, state and federal agencies, and
2-corporate money

Of the two, corporate dollars are easier to get a hold of. Start by inquiring at your target company's community relations division or their public relations office. If they don't have such a thing then keep asking until you get to the right person. And you don't have to stray too far away from your "hood" - look for businesses near you. For an event I was organizing last week I went after The Container Store located a few blocks away from my venue. Unfortunately they never got back to me, but now I know where to go and I'll try them again for another event in the future.

Sponsors have deadlines and they usually run out of money by June, some, like American Express Open, even as early as April. You'll be competing with others for the same sponsorship dollars so start early in the year. Build a relationship - invite them to your functions, take them out to lunch, send them information about what you do, take pictures of the event and send them copies. Keep them involved in the process. Find ways to always be on their mind. Research and see what kind of events they like to sponsor. For example, banks are now big on financial literacy.

Pick sponsors that fit in with your business. The closer you are aligned with their goals, the better chance you'll have of hooking up with them. Tell them about the demographics of the people attending your event or visiting your website. How many people do you expect at your event? How much traffic do you get? These are things they'll want to know.

Give them different sponsorship levels to choose from, and tell them specifically what they'll get. Like the "Gold Sponsor" will get their logo on your fliers and website, but a "Platinum Sponsor" will get that plus time to do a presentation, or be introduced to the audience, and will allow them to distribute marketing materials at their own table.

Corporations also have foundations (it's a tax break for them) for specific causes they sponsor. Foundations only give grants but they're very easy to apply to.

Set up advisory boards and court people that work in organizations you'd like to get money from. Another idea is to attach yourself to a non-profit organization and ask them to be a partner of your event (think of all the companies that have the pink ribbon for breast cancer awareness!). Corporations like it when you do this. It's like a "Good Housekeeping seal of approval".

It's like you have to think of yourself as the head of a media business, and do what they do to make money.

Do you have any good/bad experiences with sponsors? Please share!

Outlook for Startups in NYC

Last night I attended another great meeting put together by the folks at the NY Software Industry Association (NYSIA). I'm a total new media geek and software is what it's all about, so I've gone to a few of their events and I usually come out with good contacts and new ideas. It was held was the posh Park Avenue offices of JP Morgan/Chase, who generously donated the space and I believe were also responsible for the yummy sandwiches and soft drinks. After a bit of nibbling and networking we all sat down inside a comfy auditorium (left) and Howard Greenstein, the evening's host, gave the introduction. The four panelists participating in the discussion (below right) were all venture capitalists and angel investors, and the topic of the evening was "Running a Tech Business in NY: Challenges & Payoffs".

When Howard asked about the downsides of NYC, Jason Olim, founder of CDNow broke the ice and said that finding entrepreneurs to co-venture with is hard in the city. "New York doesn't have the startup optimism you see elsewhere. The "gold rush" mentality that allows people to walk away from great salaries to join startups isn't present here. There's an optimism deficit," he added.

He also pointed out that NY is all about media, advertising, and financial services, but there's no real tech culture. "There's no MIT or big name tech school here. Unless that happens you won't see it."

Roger Krakoff of Boston and California-based venture capital firm Sigma Partners thinks there is a lack of support networks here so lawyers end up taking a bigger piece of the pie.

Hank Williams, Founder and CEO, Kloudshare, remarked that if you're willing to go across the Hudson, the number of engineers expands substantially. For many tech startups the question is, is it worth it to set up a development office outside of NYC? Taking it a bit further, Jeffrey Stewart, Founder of Mimeo.com said that he has recruited people from Ohio and other places, including outside the US, like China and Argentina.

On the plus side, Roger added that there is a growing number of entrepreneurs supporting the community now and that ideas coming out of New York are amazing. "If you're going to be in the marketing business you need to be in New York."

The focus then moved to "hot" industries. For Roger it depends on the time frame. He likes green technology, though that may take longer than 6 - 12 months to take hold. Other areas he sees becoming popular are things having to do with re-inventing data centers, like virtualization and green data centers. Precision marketing and social media were also on his list. Hank thinks interdisciplinary stuff will start picking up steam, like taking software to non-digital spaces. Jeffery believes that there is an overcapacity of technology out there that hasn't been product-ized, so he's keen on companies that can do this.

Then came the question on everyone's mind: how will an economic slowdown affect new companies? The panel seemed very upbeat about the prospects. Jason indicated that if this environment creates job seekers it's great for startups. If you're in a high growth business, a bad economy will help you gather your resources, according to him. Hank explained that when you're a small company going from $0 to $500K, macro economic trends won't affect you, except if you're raising money. For Roger the question is, how do you create the highest demand for your product? He sees ad markets getting bumpy during these hard times. Jeffrey thinks a slowdown is the best time to start a business.

I guess that's good news for those of us starting out! Have you been affected by the economic downturn? How are you coping? Please send in your thoughts!

Interview with Web Entrepreneur Michelle Madhok

When Michelle Madhok, founder of shefinds.com, pitched her idea for an online shopping site to AOL, Lucky and Shop Etc. back in 2004, she got shot down by all three of them. At the time she had just ended a 5 year stint at AOL, where she spent 5 years overseeing women’s content. “AOL was a great place to find out what women wanted, with 35 million subscribers, 52% of which are women, says Michelle, who is also founder of Momfinds.com.

For Michelle, the online shopping bug started out as a pastime, doing personal shopping for colleagues and co-workers when they didn’t have time, or didn’t know what to buy. Then she graduated on to sending links of shopping sites to her friends. That’s when she got the idea to do it on a larger scale. But none of the established internet sites she contacted seemed interested, so she decided to do it on her own.

“On Craigslist I found a crazy Ukrainian to build the site. I bought the domain name “shefinds.com” from a porn site that wasn’t using it anymore (love it). AOL had given me a severance so I was bootstrapping, working out of my home with one full-time person, putting together an email newsletter and a blog. It slowly started picking up steam. We got requests from people who wanted to write for us. The more money we'd make the more people I would hire (she now has 40 writers). I then hired an editor and a web designer to produce the newsletters.”

Michelle looked for sponsors right away. She joined affiliate programs like Linkshare and cj.com. Then Bare Necessities offered to sponsor her newsletters and paid her $200 the first time - she was thrilled!

About three months later, smaller businesses like jewelry designers and handbag designers that couldn’t afford to advertise on sites with big female audiences like iVillage contacted her directly and asked to place ads.

When I asked how she promoted her site, Michelle said that she hired someone to help with SEO (search engine optimization), but word about her shopping site spread virally. Now they do weekly “ad swapping” with other sites, and they have deals with MSN, Yahoo!, Real Simple and Lifetime to syndicate their content.

Michelle started out by investing $20,000 of her own money in 2004, and last year made $400,000 in revenues. “I worked hard for it”, she says. “I wrote 600 invoices last year! But it’s nice to work for myself.”

Right now her margins are over 30% but her goal is to increase them to 55%. “We’re still ramping up to get there. I don’t go out trying to sell ads - people come to us, so I need to hire an ad sales person.”

I asked her what advice she had for others that are starting out and here’s what she had to say: “At the beginning I did everything really cheap. I didn’t touch my savings very much. Your first attempt should be a test. Try to find inexpensive legal advice. Always barter or negotiate on price – I got my head shots for free because I exchanged them for free ads.”

She also believes in making your mistakes on someone else’s time/dime. Michelle found consulting gigs through The Hired Guns at first (they place people in specialty positions). She worked on an email marketing campaign for Pfizer which really helped her with her own business.
In addition to her two sites, she's got more in the works. “We want one for brides and then one for the home, and one for food. We want to be the hip consumer reports for shopping online in different vertical markets,” explains Michelle.

That's me and Michelle chatting at a recent Forrester networking event for the new book, Groundswell (a great read for anyone interested in social media). More pictures in my Facebook page.

Bounce Your Way to Success

Failure - a word that's been in the news quite often recently. In the last 3 weeks we’ve seen Eliot Spitzer step down as governor of New York State – in one of the most high profile scandals of all time - and Bear Stearns, the 6th largest investment bank in the US collapsed after 85 years as a financial powerhouse.

As a business owner, I dread the prospect of failure, especially when I hear statistics like 1/3 of new businesses fail in the first 2 years, and then there's all that talk of our economy going into recession.

On any given day I make at least 2-3 decisions – some of them work some of them don’t. But according to Barry Moltz, author of Bounce, The True Path To Business Confidence, what's important is that you let go of the successes and failures, and just keep moving forward. It's not about bouncing back, because sometimes you don't come back to the same place. It's just bouncing - being flexible and not getting stuck analyzing what happened to death.

"We are taught that there is always something to learn from failure. We are told that the only reason failure “comes” is to teach us something. Sometimes when we fail there is nothing to learn- it just stinks. Failure is only valuable when we see it as part of the entire learning cycle even when there is not always something to learn," explains Barry.

When I asked him recently what the motivation was behind the book, he said he was tired of all those business books that promise "5 steps to success" and push us into a quest for that "magic formula". He says that true business confidence comes from riding success and failures, and developing resiliency.

Here are three tips he gives in his book:

Strive For Minimal Achievement
There is incredible power we can get in business by striving for minimal achievement—focusing on being great at a few things at a time. This is becoming increasingly difficult as we are raising a generation of attention deficit individuals. When was the last time you did one thing at a time? Focus gives power. This does mean that if our customers ask us to shift our business and it is profitable, we should not try to accomplish this. Many businesses start out providing one product or service and morph into a different business. We need to remain focused on doing a few things well but always be open to new ways that our business can change and grow.

Downsize Your Dreams
In business, we are always told to conquer that mountain. Do what you love and the money will follow. Have No Fear. Failure is not an option. Success will breed more success. And we start to believe it. But we are many times disappointed because we don’t get there. We feel let down. We feel like a failure. We feel that maybe we are not working hard enough! We get frozen and paralyzed. To move past this, we need to downsize our dreams. We need to realize the successful companies are built one customer at a time and one employee at a time. Speed kills. Figure out what success looks like for us in addition to money. What is our "money plus" goal? What will make us happily successful?

Too Much Money Makes You Stupid
Everyone must eventually deal with limited resources. Accept it—limited resources are a fact of life. Sometimes we get into the “if only we had” game, where we decide that if we only had this resource—skills, training, the right people, new intellectual property, or (the big one) more money, then our success would be guaranteed.
This is delusional. There will always be something you lack in your business.
Making a go of it with whatever resources you have at a particular point in time is the nature of business; scarcity can be a competitive advantage and the barrier to entry that makes you more successful as you learn to operate lean and mean.

Will Eliot Spitzer bounce? What about Bear Stearns? Barry, veteran of a few bounces himself, says yes. "Most people do if they keep taking action. Martha Stewart did. Spitzer will reincarnate in another form and the people of Bears Stearns will find other jobs and will be pushed to other opportunities they may not have looked at before," he adds.

Are you ready to bounce? Check out Barry's "Bounce Video Challenge" - he's giving away $1000 to the winning entry. I'd love to see one from Eliot!