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Defining the Appropriate
 Role for Technology in
  Your Growing Small
        Business

     WORKSHEET


              Texas State SBDC 2012
Defining the Appropriate
 Role for Technology in
  Your Growing Small
        Business

   PRESENTATION


              Texas State SBDC 2012
Agenda
• Introductions & Expectations
• Who is “The Customer” ?
• What’s The Problem? What are the Symptoms ?
• What Can We Do About This ?
-------------------------------------------------------------------------
• CEO/Entrepreneur Worksheet
-------------------------------------------------------------------------
• Q&A….
      • How To Get Help ?
      • What is the Next Step ?
      • What’s Coming in Technology ?

                             Texas State SBDC 2012
Introductions & Expectations
                * Ron Hash, Texas State University SBDC
                * Ken Partain, www.wemakemarketingeasy.com
--------------------------------------------------------
• Challenge the Hype-Cycle & Herd-Mentality
   “XXX is         Therefore You Have to Do it”
• No One Ever Asks …
   – Is XXX Relevant to Your Business?
   – What’s The Business Case for XXX?
   – What’s The Total Cost of Ownership for XXX?

• Perspective of CEO/Entrepreneur
   – Pay, Implement, Maintain
• Facilitated Discussion Forum
                           Texas State SBDC 2012
Who is “The Customer” ?
• Google/Intuit “Texas Get Your Business Online” Conference
   – 50% Traditional/Small/Family Business Have No Online Presence
       • Audience was Post-WWII / Baby Boomers / GenX
       • Presenters were all GenY (Under Age 30)
   – The Digital Divide: Digital Immigrants - Vs - Digital Natives
   – Disconnect: Generational, Conceptual, Semantic


Customer Definition:
   Traditional Small Businesses who must use and manage
   constantly evolving technology to further their business
   goals. These are Small Businesses who lack the resources,
   competency, or attitude to compete in the online marketplace.


                 But That’s Not The Whole Story. It Goes Both Ways !!!

                              Texas State SBDC 2012
Who is “The Customer” ?
Another Perspective on the Disconnect is the Role of
  the Corporate Business Analyst …

   – Translate Business Requirements into Technical
     Specifications, Designs, Databases, Processes.
   – Scope, Size, Budget, Manage Technology Projects
   – Measure Technology investments/projects in terms
     of Impact, Business Case, Total Cost of Ownership


      This Role Does Not Exist in Entrepreneurship



                     Texas State SBDC 2012
What’s The Problem?
3 Distinct Customer Reactions (Google) …
   1.   Super Techy Q&A Folks        (D.I.Y.)
   2.   Feverish Note Takers         (Hire Consultants)
   3.   Completely Bewildered        (Do Nothing)


Why …
   1.   Real Constraints to Running a Real Business:
        •    Money, Time, Competency, Attitude
   2.   No One Puts Technology into a Business Perspective:
        •   One Size Fits All vs. Business Relevance
        •   Business Case, ROI, Road Map, TCO
        •   Presumption that technology is the Miracle Pill
   3.   Hype Cycle & Herd Mentality Arguments are Invalid:
        •   The Facebook Argument (idle time factor)
        •   TheTwitter Argument(Justin Bieber vs. Carwash)


                            Texas State SBDC 2012
What’s The Problem?




Problem Statement …
   1.   “Traditional” small/family businesses (Digital Immigrants) often lack the
        resources, skills, and/or attitudes to compete in the internet marketplace.
   2.   Technicians and Consultants who offer to help (Digital Natives), often don’t
        understand the challenges and constraints of “offline” entrepreneurship.
   3.   There is no intermediary (Analyst) who translates the entrepreneur’s
        business requirements into manageable technical specifications. The two
        parties don’t share the same concepts or language to solve the problem.



Traditional/Small Business struggle with “Managing Technology”

                              Texas State SBDC 2012
What Are the Symptoms?
Hopeless Frustration …
   “I don’t know why I buy technology, but I know I have to have it”
   “I am confused by all the inconsistent/incoherent information”
   “I don’t know what questions to ask or what is even possible”
   “How do I know if I have hired a good technology person or not?”
   “No matter how much I spend on technology, it is always inadequate”
   “Technology is a black-hole of money & time. It’s killing my business”
   “I can’t keep up, I don’t know what I’m doing, I’m so confused”
   “I don’t even know what I don’t know”

Objective Reality …
   Many Small Business Websites are Stale, Unproductive, or Trapped
   Many Entrepreneurs Receive No Feedback on their Technology Investments
   Technology has become a “significant” investment for many entrepreneurs
   Many entrepreneurs don’t understand the basic tenets of technology like
   websites, SEO, SMM, Content, Mobile, Etc.

                               Texas State SBDC 2012
What Do We Do About This?
–    It Depends on Your Business and Your Customers
     •   Your Customer Niche (Demographics, Psychographics, Buying Behavior)
     •   Your Product or Service (Business Offering, Value Proposition)
     •   Your Business Model (Strategic Advantage, Competitive Differentiation)
     •   Your Resource Commitments & Your Mode of Operations

2.   You Need to Get Appropriate Help
     •   Technology has become it’s own Functional Domain
     •   Find or Create Information-Sharing, Support, Network
     •   Don’t Reinvent the Wheel – Look for Proven Solutions (Industry)
     •   Hire the Right Consultant / CTO / Analyst For Your Business

3.   Use Tools to “Make Sense of it all”
     •   Look at Technology as an investment: Business Case Justification
     •   Research, Understand, and Budget for the “Total Cost of Ownership”
     •   Create a Technology Roadmap with Clear/Stated Objectives

4.   Get Creative

                               Texas State SBDC 2012
CEO/Entrepreneur Worksheet




Overall / Website      Search / Etc         Social Media




                    Texas State SBDC 2012

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Appr role of tech rise 2012

  • 1. Defining the Appropriate Role for Technology in Your Growing Small Business WORKSHEET Texas State SBDC 2012
  • 2. Defining the Appropriate Role for Technology in Your Growing Small Business PRESENTATION Texas State SBDC 2012
  • 3. Agenda • Introductions & Expectations • Who is “The Customer” ? • What’s The Problem? What are the Symptoms ? • What Can We Do About This ? ------------------------------------------------------------------------- • CEO/Entrepreneur Worksheet ------------------------------------------------------------------------- • Q&A…. • How To Get Help ? • What is the Next Step ? • What’s Coming in Technology ? Texas State SBDC 2012
  • 4. Introductions & Expectations * Ron Hash, Texas State University SBDC * Ken Partain, www.wemakemarketingeasy.com -------------------------------------------------------- • Challenge the Hype-Cycle & Herd-Mentality “XXX is Therefore You Have to Do it” • No One Ever Asks … – Is XXX Relevant to Your Business? – What’s The Business Case for XXX? – What’s The Total Cost of Ownership for XXX? • Perspective of CEO/Entrepreneur – Pay, Implement, Maintain • Facilitated Discussion Forum Texas State SBDC 2012
  • 5. Who is “The Customer” ? • Google/Intuit “Texas Get Your Business Online” Conference – 50% Traditional/Small/Family Business Have No Online Presence • Audience was Post-WWII / Baby Boomers / GenX • Presenters were all GenY (Under Age 30) – The Digital Divide: Digital Immigrants - Vs - Digital Natives – Disconnect: Generational, Conceptual, Semantic Customer Definition: Traditional Small Businesses who must use and manage constantly evolving technology to further their business goals. These are Small Businesses who lack the resources, competency, or attitude to compete in the online marketplace. But That’s Not The Whole Story. It Goes Both Ways !!! Texas State SBDC 2012
  • 6. Who is “The Customer” ? Another Perspective on the Disconnect is the Role of the Corporate Business Analyst … – Translate Business Requirements into Technical Specifications, Designs, Databases, Processes. – Scope, Size, Budget, Manage Technology Projects – Measure Technology investments/projects in terms of Impact, Business Case, Total Cost of Ownership This Role Does Not Exist in Entrepreneurship Texas State SBDC 2012
  • 7. What’s The Problem? 3 Distinct Customer Reactions (Google) … 1. Super Techy Q&A Folks (D.I.Y.) 2. Feverish Note Takers (Hire Consultants) 3. Completely Bewildered (Do Nothing) Why … 1. Real Constraints to Running a Real Business: • Money, Time, Competency, Attitude 2. No One Puts Technology into a Business Perspective: • One Size Fits All vs. Business Relevance • Business Case, ROI, Road Map, TCO • Presumption that technology is the Miracle Pill 3. Hype Cycle & Herd Mentality Arguments are Invalid: • The Facebook Argument (idle time factor) • TheTwitter Argument(Justin Bieber vs. Carwash) Texas State SBDC 2012
  • 8. What’s The Problem? Problem Statement … 1. “Traditional” small/family businesses (Digital Immigrants) often lack the resources, skills, and/or attitudes to compete in the internet marketplace. 2. Technicians and Consultants who offer to help (Digital Natives), often don’t understand the challenges and constraints of “offline” entrepreneurship. 3. There is no intermediary (Analyst) who translates the entrepreneur’s business requirements into manageable technical specifications. The two parties don’t share the same concepts or language to solve the problem. Traditional/Small Business struggle with “Managing Technology” Texas State SBDC 2012
  • 9. What Are the Symptoms? Hopeless Frustration … “I don’t know why I buy technology, but I know I have to have it” “I am confused by all the inconsistent/incoherent information” “I don’t know what questions to ask or what is even possible” “How do I know if I have hired a good technology person or not?” “No matter how much I spend on technology, it is always inadequate” “Technology is a black-hole of money & time. It’s killing my business” “I can’t keep up, I don’t know what I’m doing, I’m so confused” “I don’t even know what I don’t know” Objective Reality … Many Small Business Websites are Stale, Unproductive, or Trapped Many Entrepreneurs Receive No Feedback on their Technology Investments Technology has become a “significant” investment for many entrepreneurs Many entrepreneurs don’t understand the basic tenets of technology like websites, SEO, SMM, Content, Mobile, Etc. Texas State SBDC 2012
  • 10. What Do We Do About This? – It Depends on Your Business and Your Customers • Your Customer Niche (Demographics, Psychographics, Buying Behavior) • Your Product or Service (Business Offering, Value Proposition) • Your Business Model (Strategic Advantage, Competitive Differentiation) • Your Resource Commitments & Your Mode of Operations 2. You Need to Get Appropriate Help • Technology has become it’s own Functional Domain • Find or Create Information-Sharing, Support, Network • Don’t Reinvent the Wheel – Look for Proven Solutions (Industry) • Hire the Right Consultant / CTO / Analyst For Your Business 3. Use Tools to “Make Sense of it all” • Look at Technology as an investment: Business Case Justification • Research, Understand, and Budget for the “Total Cost of Ownership” • Create a Technology Roadmap with Clear/Stated Objectives 4. Get Creative Texas State SBDC 2012
  • 11. CEO/Entrepreneur Worksheet Overall / Website Search / Etc Social Media Texas State SBDC 2012