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Do It Yourself (DIY) 
Small Business Assistance 
Anatalio Ubalde, CEO 
Mark Hays, Nat’l Sales Exec. 
Robin Lasher, Directo...
Key Themes 
of the SMB 
DIY Movement
Hybridity
It’s DIY but using the Home Depot (and other 
companies’) platform of stores and assistance
Hybrid DIY 
• Basically, DIY isn’t about actually building 
everything yourself (so it is either a misnomer or 
it has bee...
Easy DIY Platforms
How do you prefer to first research a 
product or service you are considering? 
• Ask a friend for their opinion 
• Resear...
With DIY, the buyers buy how they want. 
They don’t want to be sold
Decision Made 
70% 
Before I talk to you 
After I talk to you
Stop hassling me. 
“70%, on average, of the purchase decision has been 
made before a business-to-business customer ever e...
Copyright CEB
Copyright CEB
Easy DIY is good for big business 
It’s in big business’ interest to 
make their services DIY 
because: 
– Too many SMBs w...
For businesses… 
DIY bends toward the Internet 
So does this presentation
DIY has a bent toward online/digital and that is 
also where the tools are showing up (websites, 
blogs, SEO, usability, e...
Scarcity was the catalyst, pride sticks 
• The recession pushed people to DIY. (Some of 
the online platforms began during...
SMBs that produce DIY content become 
experts that customers reach out to when 
they need help.
Let me help you select the best DIY 
• http://webeminence.com/website-builders
Social Media helps your biz help small biz 
http://www.slideshare.net/debbieleven/diy-pr-do-it-yourself-public-relations-p...
Let me show you how to DIY (but you won’t) 
http://www.youtube.com/watch?v=30kXoOS_NRc
Let me explain DIY to you so you will call me. 
• http://www.youtube.com/watch?v=-ZpH1SQqd_M 
• http://www.youtube.com/wat...
DIY 
Small 
Business 
Services
E-commerce
DIY eCommerce Trends for Small Business 
• SMBs are not going to build their own e-commerce 
platform, especially since th...
Example DIY ecommerce vendors with 
SMB solutions 
Vendor Connection Cost Plan 
Shopify Independent $29/month Basic 
Magen...
Another option for E-commerce is 
selling on someone else’s platform 
eBay.com 
Etsy.com 
Amazon.com 
Alibaba.com 
Craigsl...
Bookkeeping
DIY Small Business Accounting Trends 
• Software has made bookkeeping accessible 
and easier for non-financial entrepreneu...
Example DIY accounting software vendors with SMB solutions 
Logo Product 
Quickbooks 
Sage One or Sage 50 
Xero 
Wave 
GoD...
Marketing
DIY Small Business Marketing Trends 
• No longer limited to 
TV/Newspaper/Magazine-industrial complex 
of advertising. 
• ...
Copyright CEB
Way too many 
companies are in 
the online 
marketing DIY space 
to put them all on 
one slide.
Websites & Blogs
DIY Website Trends 
• You don’t have to code in HTML or other 
languages, nor do you have to hire your 
friend’s kid who “...
Example DYI Website Vendors 
• Website builders 
• Blogs (WordPress) 
• Search engines (Yahoo, Google) 
• Big companies (Z...
Design
Design Customization Through Templates 
(I know that is marketing speak) 
• http://www.vistaprint.com/category/business-ca...
99 Designs (http://99designs.ca/) Post a design need and let 
almost 900,000 graphic and web design experts around the 
wo...
Custom design at less than DIY prices 
Vistaprint.com 
99Designs.com 
Fiverr.com 
• Fiverr.com
Video
DIY Video Trends 
• New ways to create, edit, and share video has 
made this previously expert technology 
accessible to a...
The DIY small business video ecosystem 
New and easy ways to record: iPhone, camera, flip, GoPro 
New and easy ways to edi...
Payroll
DIY Payroll Trends 
• Online services make DIY payroll accessible 
and affordable. 
• Many companies, including banks, wan...
Many DIY Payroll Vendors 
And the banks too… 
http://online-payroll-service-review.toptenreviews.com/ 
ADP 
IOIPay 
SurePa...
Surveys & 
Market Research
DIY Survey Trends 
• Informed businesses can respond to opportunities. 
• Surveys enable access to customer insights: 
1. ...
Tons of survey vendors 
• VerticalResponse 
• SurveyMonkey 
• SurveyGizmo 
• PollDaddy 
• Zoomerang 
• Constant Contact 
•...
Public Relations
DIY PR Trends 
• Everyone can be their own PR advocate 
• Earned media is more trusted than advertising 
• Social media ha...
PR DIY is less about company platforms 
and more about good strategies 
• Accessing media/reporters is easier due to PR 
d...
DIY News Release companies 
PR Web 
PR Newswire 
Business Wire 
Pr.com 
Marketwire 
eReleases
Social Media
Social Media DIY Trends 
• A location that people are listening, commenting, 
following, and clicking through – frequently...
• sdf
Business site selection
DIY Business Site Selection Trends 
• Not new: Location, location, location 
• New: Enabling everyone to find the right 
l...
Find > Compare > Deeply Analyze
There are a lot more great cities for business and many are unknown
I want more job 
options 
We need more 
tax revenue 
Copyright ZoomProspector.com 
I want a better 
paying job 
I need mor...
Good news if you’re in these states 
Links to these state site selection websites are at www.GISPlanning.com
Good news if you are in these communities
Business Valuation
Not New Trends in Business Valuation 
• At some point a successful business will be 
sold (assuming it isn’t passed along ...
BizEquity – business valuation 
www.BizEquity.com
Business Intelligence
Big Businesses Are a Big Problem for 
Small Businesses 
Copyright CEB
Businesses Often Lack Perspective 
(but wish they didn’t) 
Challenge Result 
Locally focused they miss broader 
trends 
In...
$250,000,000 / year 
Small & Medium Size Business Big Biz 
99.99% 
0.01%
Information & Biz Intelligence 
Big Biz 
Small & Medium Sized Biz
Anatalio 
Ubalde 
CEO 
Mark 
Hays 
Nat’l Executive 
Robin 
Lasher 
Director 
ubalde@gisplanning.com 
www.GISplanning.com 
...
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
Do It Yourself (DIY) Small Business Services and Assistance
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Do It Yourself (DIY) Small Business Services and Assistance

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Many businesses struggle when it comes to defining their competitive landscape and performing quality market analysis, and some businesses leave this key step out of their business planning. Providing every local business with one-on-one assistance is a daunting task, but it can be made easier through the use of DIY tools that can be given to businesses to help them help themselves on their own time.

The presentation starts with the key themes of the small business do-it-yourself movement and then goes on to focus on DIY resources for market analysis, ecommerce, accounting, marketing, websites, design, video, payroll, surveys, public relations, social media, business site selection, valuation, and business intelligence.

The DIY (Do-It-Yourself) movement is coursing throughout many aspects of our lives. Technology has not only made many of our common tasks easier, but it has enabled us to do many things for ourselves that we previously left to professionals. We are now our own travel agents, bookkeepers, and secretaries. We are also more and more becoming our own teachers, thanks to the growth of distance learning programs.

This presentation was given at America's SBDC Annual Conference to Small Business Development Center professionals. It outlines ways these organizations can complement their one-on-one counseling services with DIY tools, and understand the best practices for how to distribute DIY tools through either public or controlled website access.

There are expert services only trained business counselors can provide, but there are only so many business counselors available to service the millions of small business owners in existence. In order to scale up business assistance services to reach every company in a community, SBDCs can use DIY tools to meet a business owner’s basic needs, allowing staff to focus on the problems that demand their particular expertise.

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Do It Yourself (DIY) Small Business Services and Assistance

  1. 1. Do It Yourself (DIY) Small Business Assistance Anatalio Ubalde, CEO Mark Hays, Nat’l Sales Exec. Robin Lasher, Director ASBDC Annual Conference
  2. 2. Key Themes of the SMB DIY Movement
  3. 3. Hybridity
  4. 4. It’s DIY but using the Home Depot (and other companies’) platform of stores and assistance
  5. 5. Hybrid DIY • Basically, DIY isn’t about actually building everything yourself (so it is either a misnomer or it has been hijacked by the vendors that provide services to SMBs that they can do themselves using the vendor’s platform), but using existing platforms or services provided by other vendors that enable the SMB/Entrepreneur to do it themselves. For example, they aren’t hand-coding HTML, they use someone else’s platform to create a website. • Often, the new DIY, is that you DIY with a combination DIY and an outsource solution
  6. 6. Easy DIY Platforms
  7. 7. How do you prefer to first research a product or service you are considering? • Ask a friend for their opinion • Research the product online • Call the vendor of the service • Visit the vendor’s office or store • Ask your network through social media
  8. 8. With DIY, the buyers buy how they want. They don’t want to be sold
  9. 9. Decision Made 70% Before I talk to you After I talk to you
  10. 10. Stop hassling me. “70%, on average, of the purchase decision has been made before a business-to-business customer ever even contacts the company. And that decision is made based on self-serve information. You know this to be true. Every person has been on a website and been interested in a product or service but purposefully did not contact the company – did not fill out a form – because they did not want to be hassled by someone. They didn’t want to be contacted. That trend is going to continue.” - Jay Baer author of the New York Times’ best-selling book, Youtility: Why Smart Marketing is about Help not Hype
  11. 11. Copyright CEB
  12. 12. Copyright CEB
  13. 13. Easy DIY is good for big business It’s in big business’ interest to make their services DIY because: – Too many SMBs with too small budgets for it to be efficient to provide individual/face-time – Easier to use makes it more likely SMBs will adopt.
  14. 14. For businesses… DIY bends toward the Internet So does this presentation
  15. 15. DIY has a bent toward online/digital and that is also where the tools are showing up (websites, blogs, SEO, usability, etc.). Not surprisingly, this presentation therefore leans toward digital DIY solutions because they are plentiful.
  16. 16. Scarcity was the catalyst, pride sticks • The recession pushed people to DIY. (Some of the online platforms began during the recession as a response to tight budgets). • Pride keeps them doing this. • DIY is not enough, but it is an important part of the process.
  17. 17. SMBs that produce DIY content become experts that customers reach out to when they need help.
  18. 18. Let me help you select the best DIY • http://webeminence.com/website-builders
  19. 19. Social Media helps your biz help small biz http://www.slideshare.net/debbieleven/diy-pr-do-it-yourself-public-relations-pr-to-get-noticed
  20. 20. Let me show you how to DIY (but you won’t) http://www.youtube.com/watch?v=30kXoOS_NRc
  21. 21. Let me explain DIY to you so you will call me. • http://www.youtube.com/watch?v=-ZpH1SQqd_M • http://www.youtube.com/watch?v=eYFk1_wccw0
  22. 22. DIY Small Business Services
  23. 23. E-commerce
  24. 24. DIY eCommerce Trends for Small Business • SMBs are not going to build their own e-commerce platform, especially since there are so many they can use. • Unlike the past, vendor platforms make it much easier for SMBs to do business online. • Online businesses are export businesses that create primary jobs for the local economy (that spin off secondary jobs).
  25. 25. Example DIY ecommerce vendors with SMB solutions Vendor Connection Cost Plan Shopify Independent $29/month Basic Magento eBay $15/month Get going Bigcommerce Independent $35/month Silver WooCommerce WordPress ? ? Webs Independent $17/month Pro 3dcart Independent $20/month Mini Notes: • Some open source solutions like Magento might be too much work for an SMB. • SMBs can often try out these services for a free period before committing. • Yes, there are more sophisticated ecommerce platforms for bigger companies. This is not an exhaustive list. http://www.cio.com/article/2449485/e-commerce/6-top-ecommerce-platforms-for-do-it-yourself-small-businesses.html
  26. 26. Another option for E-commerce is selling on someone else’s platform eBay.com Etsy.com Amazon.com Alibaba.com Craigslist.com ArtFire.com Google Merchant Center • Ebay • Etsy • Amazon • Alibaba • Craigslist • Google merchant center + Many more
  27. 27. Bookkeeping
  28. 28. DIY Small Business Accounting Trends • Software has made bookkeeping accessible and easier for non-financial entrepreneurs. • Cloud/SaaS services has made access ubiquitous across platforms, although there are some criticisms. • Real-time data informs business decisions and alerts to potential problems. • SMBs are keeping their accountants. Again, it’s hybridity. SMB/Software/Accountant
  29. 29. Example DIY accounting software vendors with SMB solutions Logo Product Quickbooks Sage One or Sage 50 Xero Wave GoDaddy Bookkeeping Freshbooks Zoho AccountEdge Less Accounting Working Point FreeAgent Kashoo http://accounting-software-review.toptenreviews.com/ Note: This is not an exhaustive list. It is representa tive of some of the vendors/pl atforms.
  30. 30. Marketing
  31. 31. DIY Small Business Marketing Trends • No longer limited to TV/Newspaper/Magazine-industrial complex of advertising. • Online, everyone has a microphone and social media has amplified the volume. • People are making their buying decisions online and are researching online. (see next slide) • Tried and true (email and word-of-mouth) combined with new (social and digital)
  32. 32. Copyright CEB
  33. 33. Way too many companies are in the online marketing DIY space to put them all on one slide.
  34. 34. Websites & Blogs
  35. 35. DIY Website Trends • You don’t have to code in HTML or other languages, nor do you have to hire your friend’s kid who “knows computers and can make you a website”. • Many companies have website builders.
  36. 36. Example DYI Website Vendors • Website builders • Blogs (WordPress) • Search engines (Yahoo, Google) • Big companies (Zoho, Intuit) • Domain registration (GoDaddy, 1&1) More discussion at http://www.websitebuilderexpert.com/website-builders-comparison-chart/
  37. 37. Design
  38. 38. Design Customization Through Templates (I know that is marketing speak) • http://www.vistaprint.com/category/business-cards. aspx?couponAutoload=1&GP=9%2f7%2f2014+1%3a57%3a11+PM&GPS=3274854284&GNF=0
  39. 39. 99 Designs (http://99designs.ca/) Post a design need and let almost 900,000 graphic and web design experts around the world pitch ideas. You give feedback and buy the one that best suits you.
  40. 40. Custom design at less than DIY prices Vistaprint.com 99Designs.com Fiverr.com • Fiverr.com
  41. 41. Video
  42. 42. DIY Video Trends • New ways to create, edit, and share video has made this previously expert technology accessible to anyone with basic tools, skills, and software. • Video is huge – people spend a lot of time on video, video search is big, videos are getting shared a lot on social media.
  43. 43. The DIY small business video ecosystem New and easy ways to record: iPhone, camera, flip, GoPro New and easy ways to edit: iPhone, iMovie, Adobe Premier, Camtasia, etc. • YouTube • iPhones • Video cameras • GoPro Not just because it makes it easy to upload videos (which it does) but because it’s the 2nd biggest search engine in the USA and it drives traffic/SEO New and easy ways to deliver and share: YouTube
  44. 44. Payroll
  45. 45. DIY Payroll Trends • Online services make DIY payroll accessible and affordable. • Many companies, including banks, want to provide this service. • More control for SMBs – review, editing, control before payroll is made. • Mistakes are costly for SMBs.
  46. 46. Many DIY Payroll Vendors And the banks too… http://online-payroll-service-review.toptenreviews.com/ ADP IOIPay SurePayroll Paychex Intuit OnPay Paylocity BenefitMall APS CoastalHR ProPayroll PayUSA MyPayrollHR
  47. 47. Surveys & Market Research
  48. 48. DIY Survey Trends • Informed businesses can respond to opportunities. • Surveys enable access to customer insights: 1. Find out what your customers want (not what you think they want) and think of you 2. Surveys show if you are doing better or worse. 3. Customer follow-up is more immediate (often you get a link to a survey on your receipt and can get a discount the next time you come in). 4. Customer demographics – who are your customers? 5. Crowdsource – new product name, what product to add, what to get rid of, etc. • Email companies are getting in on surveys https://www.americanexpress.com/us/small-business/openforum/articles/5-ways-surveys-can-help-your-small-business/
  49. 49. Tons of survey vendors • VerticalResponse • SurveyMonkey • SurveyGizmo • PollDaddy • Zoomerang • Constant Contact • ZOHOSurvey • Snap Surveys • FluidSurveys More at http://www.capterra.com/survey-software
  50. 50. Public Relations
  51. 51. DIY PR Trends • Everyone can be their own PR advocate • Earned media is more trusted than advertising • Social media has a huge impact in B2C • PR is a dialogue (post, comment) • Listening to what people want to hear about is easier. #trending (twitter, facebook, Google) • Press releases get picked up by many outlets (but now aren’t as big an impact on SEO) • PR happens before launch if you’re interesting. (Kickstarter) • In a world of advertising overload, founders are great PR representatives because they are authentic (think Dyson) • Reporters prefer to talk to entrepreneurs over PR people. Intermediaries aren’t as important. • PR is no longer just about targeting traditional writers. It’s about influencing influencers. People whose opinions are listened to. (twitter flowers, celebrities, etc.) More at: http://www.forbes.com/sites/dansimon/2013/03/17/7-steps-to-better-diy-pr/
  52. 52. PR DIY is less about company platforms and more about good strategies • Accessing media/reporters is easier due to PR databases and journalists listing their email and twitter handles on their articles. • Know your audience and what they write or care about. Develop the relationship with them directly. • Being interesting matters. Do something that blows people’s minds. Then tell the story well.
  53. 53. DIY News Release companies PR Web PR Newswire Business Wire Pr.com Marketwire eReleases
  54. 54. Social Media
  55. 55. Social Media DIY Trends • A location that people are listening, commenting, following, and clicking through – frequently. • Great for discussion (listen and post). • Low barriers to entry. It’s your time. • Social media platforms enable you to get visibility because that’s key to their biz model. • Find and evaluate prospective customers and suppliers. • Track competitors. • Centralized social media activity (Hootsuite) • Social media is about being personal and authentic so outsourcing can counter that.
  56. 56. • sdf
  57. 57. Business site selection
  58. 58. DIY Business Site Selection Trends • Not new: Location, location, location • New: Enabling everyone to find the right location.
  59. 59. Find > Compare > Deeply Analyze
  60. 60. There are a lot more great cities for business and many are unknown
  61. 61. I want more job options We need more tax revenue Copyright ZoomProspector.com I want a better paying job I need more business customers We need better employees We want more revenue growth We want better access to markets We need to be near the right businesses
  62. 62. Good news if you’re in these states Links to these state site selection websites are at www.GISPlanning.com
  63. 63. Good news if you are in these communities
  64. 64. Business Valuation
  65. 65. Not New Trends in Business Valuation • At some point a successful business will be sold (assuming it isn’t passed along to a family member). • Sellers want the most money they can get for their company. Buyers want to pay the least they can to buy the company. • People are unsure about the value of the company.
  66. 66. BizEquity – business valuation www.BizEquity.com
  67. 67. Business Intelligence
  68. 68. Big Businesses Are a Big Problem for Small Businesses Copyright CEB
  69. 69. Businesses Often Lack Perspective (but wish they didn’t) Challenge Result Locally focused they miss broader trends Inwardly focused they aren’t paying attention to competitors Lack benchmarks and metrics they don’t know how they are doing Source: CEB Research
  70. 70. $250,000,000 / year Small & Medium Size Business Big Biz 99.99% 0.01%
  71. 71. Information & Biz Intelligence Big Biz Small & Medium Sized Biz
  72. 72. Anatalio Ubalde CEO Mark Hays Nat’l Executive Robin Lasher Director ubalde@gisplanning.com www.GISplanning.com ROBIN.LASHER@tccd.edu www.tarrantsbdc.org mhays@sizeup.com www.SizeUp.com

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