Cindi Smith, of The Lakeside Group Associates, was recently invited to speak to a college class at Cuyahoga Community College. She was thrilled to present the topic, "So You Want to Start a Small Business" to a group of Community Development students. Because of Cindi's serial entrepreneurial history, she was happy to share her knowledge of the characteristics of how to be a successful entrepreneurial, how to launch your start up, and provided numerous resources to get started. If you've ever thought about starting your own business or consulting practice, check out Cindi's presentation. You can learn more about Cindi Smith and The Lakeside Group Associates at: www.lakesidegroup.com.

1. Presented By: Cindi Smith
Founder/President, The Lakeside Group Associates

2. TABLE OF CONTENTS
Steps To Becoming An Entrepreneur
 Who & Why – Slide 3
 Core Values – Slide 4  Step 1: Come up with your idea! Slide 11
 Find Like Minds – Slide 5  Step 2:The Fundamentals
2.1 – Naming your company Slide 12
 Money, Money, Money! – Slide 6 2.2 – Register your name Slide 13
Examples – Slide 7 2.3- Creating your brand Slide 14
Money Monster – Slide 8
Branding Case Study Slide 16
Obtain Start Up Cash –Slide 9
Finding Initial Help Slide 18
 Final Thoughts - Slide 24 2.4 – Marketing Slide 19
2.5 Payment Slide 21
 Organizations & Association
Resources – Slide 25
 Step 3: Setting Business Goals Slide 22

3. WHO & WHY?
The following are MUST HAVE traits of an entrepreneur:
 Deep Desire
 Dedication
 Passion  Belief
 Innovation  Determination
 Motivation  Calculated Risk
 Perseverance Taking
 Commitment  Plain blind faith

4. Core Values
Identify your core values to find out what makes you “tick”:
http://www.simplewealth.com/success-dna-detector/
Some people call these core values, and we call them success
markers. Whatever you call them, they drive the decisions you
make, and the beliefs you hold.
Remember these beliefs CAN BE CHANGED

5. Find Like Minds
Surround yourself with other Entrepreneurs and role models. Spend as
much time learning about the mindsets of successful entrepreneurs.
How do you find other entrepreneurs? Here are some ideas:
 Meetup.com
 Linkedin.com (groups and discussions)
 Onstartups.com
 Micromentor.com (find a mentor related to your start-up).
 Jumpstart.com (Cleveland based)
 Industry specific organizations and associations
 Join a mastermind group
 Tony Robbins is our absolute favorite business coach. Search his videos
on YouTube.

6. MONEY, MONEY, MONEY!!
“Impossible is just a big word thrown around by small men
who find it easier to live in the world they've been given than
to explore the power they have to change it. Impossible is not
a fact. It's an opinion. Impossible is not a declaration. It's a
dare. Impossible is potential. Impossible is temporary.
Impossible is nothing.” - Muhammad Ali
If you really want to be an Entrepreneur you will find a
way. Be creative when launching your business!

7. For example…
 Gary Leff used his Frequent Flyer Miles to travel all over the world in
First Class, and his friends kept asking for advice. Almost on a whim,
he decided to launch a basic website offering the service of booking
travel awards for a fee. His service is something that people could
do on their own for free—but plenty of people don’t know how it
works or just don’t want the hassle of dealing with airline call
centers. This “side business” now brings in more than $100,000 a
year.
 Michael Hanna was laid off from Comcast Cable in May 2009. The
Portland couple borrowed $8,000 and bought a truckload of Sealy
Factory 2nd mattresses. They leased space inside an out-of-business
car dealership, and opened Mattress Lot on January 2, 2010. The
business turned a profit within the first six months. Owner, Michael
Hanna, went on to speak about his experience at a Ted X Conference
held at Concordia University.

8. Money Monster Exercise
I am always looking for free webinars and teleseminars and came
across a speaker named Morgana Rae. Morgana had a great way
to get in touch with your subconscious beliefs about money. Ask
yourself, "If Money were a person who would it be?”. It can be
someone famous, someone you know, someone fictitious. Who is
the first person that came to mind?
If it’s someone that has a positive connotation to you,
congratulations! For some people who have associated negative
beliefs about money, this may be not such a great person.
Changing your mindset about money is crucial if you want a
successful business.

9. OBTAIN START UP CASH!
Write down 100 ways that you can raise money (even if it’s a
small amount). Here are some ideas to get you started:

10.  Find a Partner- be certain this
 Take out a small Business Loan.
person has similar values, goals
 Borrow from anyone you know. as you.
Be sure to pay them back and
 Raise money - sell things you no
even give them interest.
longer need.
 Start your business from home.
 Borrow from your
 Get advance orders or 401k/Retirement
commitment for work.
 Apply for a government grant
 Cut your monthly expenses - A
 Raise money from crowd
few changes can add up to a
sourcing websites (i.e.
couple hundred dollars.
kickstarter.com)
 Angel Investors/Venture
 Participate in entrepreneurship
Capitalist
competitions
 Peer Lending Sites (prosper.com  Use Credit Cards or Home Equity
and lendingclub.com) Line of Credit.

11. STEPS TO BECOMING AN ENTREPRENEUR
Step 1: Come up with your idea!!
Here are some excellent questions to ask yourself when trying to come up
with a business idea. I would go through these questions exploring some of
the things that you love to do most.
1. What do you love to do most?
2. How could you use this to benefit others so that they would be
willing to invest in it?
3. How could you do it to reach a multitude of people?
4. What diversity can you add to it and what long term potential does
it have to remain profitable?
There are opportunities all around you! For the next 10 days, write down
three ideas for increasing your income, or ways in which you could earn
more income from what you already have. This will begin to train your
mind to look for economic opportunities and develop a habitual mindset
that notices them. ACT UPON THEM!!! *These exercises are courtesy of Anthony
Robbins

12. Step 2: The Fundamentals
2.1 Naming your Company: YOU MUST STAND OUT!
Whether people see it on their caller ID, read about it in The Wall Street
Journal, or spot it on your nametag at a tradeshow, your business name is
what makes that critical first impression. That’s why your business name
needs to be instantly likeable, stand out in a sea of sameness, and be
absolutely unforgettable. It’s important that you do it right. –
www.eatmywords.com
Naming 101 Resources
 Click here for tips on Domain Name Secrets
 Click here for tips on Naming a Brand
 Click here for tips on Naming a Product
 Click here for tips on Naming Business

13. 2.2 Register Your Name!
1) Check to see if your name is already registered with your state. You should also be
able to find steps and resources for registering your business on your state’s page. To
find the appropriate website, simply Google: “Registering a business in (STATE)”
2) Check to see if your name is already registered as a domain (website address).
 Go to www.Whois.com to find out if your domain is available.
 Domains are very inexpensive to register, and usually run $5-$20/year.
 Make sure your domain name doesn’t spell something unfortunate. I’m sure
Pen Island didn’t check this when they bought the domain penisland.com.
Ferreth and Jobs also made this mistake: ferrethandjobs.com. Our all time
favorite “Slurl,” is Mole Station Nursery, also known as molestationnursery.com.
(from www.eatmywords.com)

14. 2.3 Creating your brand
Your brand will set you up for success or failure. Branding is extremely
important and something you want to start doing as soon as you start your
business. Branding is defined as a process of using words, images, or themes
to identify a company and it’s products/services. It can include: Your name,
slogan, logo, marketing material, product names, signage, websites,
promotional items, etc. Having a unique and creative brand will make you
stand out above your competitors, no brand or a lame brand will get you lost
in a sea of hundreds of competitors. You don’t have to create your entire
brand all at once. Don’t rush into creating just anything, this process should
be intricate, detailed, and well planned.

15. 2.3 Creating your brand
Website
 Having a website for your business is extremely important. Even if
you aren’t selling a product/service online, you need to be
accessible to your customers. If someone wants to get in touch with
you, you need to be “findable”. Even a simple website will make
your business look more reliable and professional.
 If you are working on a tight budget, and cannot afford someone to
design your webpage, Wordpress is an awesome way to create a
great looking site for free. Wordpress is fairly simple to use and
creates pages that are good for new businesses.
 Visit www.wordpress.com for more details.

16. 2.3 Creating your brand
Business Cards
 Business Cards are also extremely important. To get your
company off the ground, you’ll need to do a lot of networking
and marketing. That means that when you talk to a potential
customer, you want to give them something that will provide
your contact information.
 We have found the best place for inexpensive and professional
business cards is www.VistaPrint.com. They usually have
excellent deals and their website is very user friendly. You can
create your own business card or upload a template.

17. CASE STUDY
Tagline: Real Frozen Custard Made Fresh Hourly!
VS Tagline: If You Love Me, Spoon Me
Claim to fame: Claim to Fame:
We make our velvety rich frozen custard the We’re just a group of hard-working, fun loving yogurt
way it is supposed to be, one batch at a time, groupies out to change the world. Our mission is three-
several times a day. We use only the finest fold: 1) love the body we live in 2) the people we live
ingredients: cream, fruits, nuts and with and 3) the earth we live on.
chocolates to create over 100 scrumptious Spoon Me yogurt is fat free, has less than 90 calories
flavors. per serving, and contains no table sugar or artificial
sweeteners, colors, or flavoring. Nat•u•ral and quite
tasty.
Check out their website:
http://www.rosatisfrozencustard.com/
Check out their website: http://spoonme.com
WHICH YOGURT COMPANY WOULD YOU RATHER OWN?

18. Finding Initial Help
A little overwhelmed? While you may not be able to hire employees initially, there are other ways
to find help for getting some of these things set up. Remember, no business owner is an expert
in EVERYTHING. Here are some areas that are worth outsourcing if you don’t have the expertise:
 Designing Your Logo
 Creating Your Website
 Writing Proposals
 Graphic Designers
 Marketing Materials
 Legal (Creating contracts, trademarking, etc)
 Administrative Support/Data Entry
 Finance and Taxes
A great website to find help in all of these areas is www.ELance.com. You can post your project
for free and then freelancers submit job proposals for the work you need. You can decide who to
use based on work history, price, their portfolio, ratings, etc.
Visit www.ELance.com for more info.

19. 2.4 Marketing
THERE ARE TONS OF FREE PR
OPPORTUNITIES!!!
It doesn't matter if you are a
product based company, service
based, on-line company. You need to
develop a strong marketing plan to
reach your target audience.
The secret to success is to think of
yourself as THE EXPERT!
Here are some ideas…..

20. 1. Help A Reporter Out (HARO). This on-line service provides queries from
Journalist, media sources and News Sources that you can answer as the
expert and get your name out there for free. www.helpareporter.com
2. Business/Entrepreneurship Competitions - these will give you
credibility, free PR and recognition
3. Ask for testimonials. This will help you develop credibility and it's not
YOU saying these great things about yourself.
4. Be active on Social Media! Be active on LinkedIn (be part of discussion
topics), be intriguing on Facebook and Twitter. Use ALL avenues of social
media! It’s a free way to reach and engage your audience!!
5. Charity events- donate your product to events and organizations.
6. Write a blog and send your article to local and industry-specific media
outlets to use for their publications. Usually PR Contacts are listed right
on the website of that media venue!
7. Offer to participate in speaking engagements to related organizations,
associations, and colleges
8. Referrals are the best way of free advertising! Be the absolute best in
your niche.

21. 2.5 Payment
 How will you accept payment? Make it easy for your
customers!!
 There is a product called Square that allows you to accept
credit card payments via your smart phone. Set up is free,
the equipment is free, the only fee they charge is 2.75%
of your sale. This product is great for start-ups and
extremely easy to use! Visit www.squareup.com.

22. STEP 3: Setting Business Goals
If you do NOT write down your goals and make them specific, measurable,
achievable, within specific time frames you WILL NOT achieve them.
EXERCISE:
1. Write down your top 10 goals to accomplish in the next year (dream big
here)
2. Write down what you would have to accomplish quarterly to obtain
those goals
3. Write down what you would have to accomplish monthly to obtain your
quarterly goals
4. Write down what you would have to accomplish weekly to obtain your
monthly goals
5. Take 5 solid steps PER DAY towards your weekly goals.
If you decided to take a trip from LA to NY and you were off just one degree on
your navigational charts, and you stayed off just one degree for the 3000-mile
distance, where would you end up?

23. ANSWER: CUBA!
Jim Rohn once related that neither a marriage nor a business fails overnight.
Cataclysmic failure generally comes from a series of small, correctable
failures (“one degree failures”). We all get derailed from time to time. We all
experience some type of failure. Champions realize they are off course, and
they do something about it. Champions recognize their failures, make
corrections, and get back on track. The difference between average people
and achieving people is their perception of and response to failure.

24. Some Final Thoughts…
 Know when you want to exit the company. Will you sell or hand down the
company to one of your kids?
 Hire the BEST people. Mediocre employees will give you Mediocre results.
 Always Give Back. Get involved in a charity that your company will support,
give your employees days off to volunteer, be a mentor to other upcoming
entrepreneurs, etc.
 Lastly, take lots of vacations! You will need to refresh and rejuvenate
often!!

25. Organizations & Association Resources
 SBA - www.sba.gov Created in 1953 as an independent agency of the federal
government to aid, counsel and assist small business concerns.
 EDGE - Encouraging Diversity Growth and Equity - www.edge.ohio.gov This program
provides assistance for economically and socially disadvantaged business enterprises.
 SCORE - www.score.org Premier source of free and confidential business advice for
entrepreneur.
 Count Me In - www.countmein.org Provides business resources to woman-owned
businesses, including financing options with a unique woman-friendly credit scoring
systems.
 International Franchise Association - www.franchise.org The oldest and largest
franchise trade group, strives to educate prospective franchise investors.
 National Association for the Self-Employed - www.nase.org The nation's leading
resource for the self-employed and micro-businesses.
 National Minority Supplier Development Council - www.nmsdc.org Providing a direct
link between corporate America and minority-owned businesses.
 National Association of Women Business Owners www. - http://www.nawbo.org
Founded in 1975, the National Association of Women Business Owners (NAWBO) is the
unified voice of America's more than 10 million women-owned businesses representing
the fastest growing segment of the economy.
 Minority Business Development Agency www.mbda.gov MBDA an agency in the US
Department of Commerce helps create and maintain U.S. jobs by promoting the growth
and global competitiveness of large, medium and small businesses owned and operated
by members of the minority and Diaspora communities