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.

1. Do It Yourself (DIY)
Small Business Assistance
Anatalio Ubalde, CEO
Mark Hays, Nat’l Sales Exec.
Robin Lasher, Director
ASBDC Annual Conference

2. Key Themes
of the SMB
DIY Movement

3. Hybridity

4. It’s DIY but using the Home Depot (and other
companies’) platform of stores and assistance

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. Easy DIY Platforms

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. With DIY, the buyers buy how they want.
They don’t want to be sold

9. Decision Made
70%
Before I talk to you
After I talk to you

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. Copyright CEB

12. Copyright CEB

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. For businesses…
DIY bends toward the Internet
So does this presentation

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.

17. 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.

19. SMBs that produce DIY content become
experts that customers reach out to when
they need help.

20. Let me help you select the best DIY
• http://webeminence.com/website-builders

22. Social Media helps your biz help small biz
http://www.slideshare.net/debbieleven/diy-pr-do-it-yourself-public-relations-pr-to-get-noticed

23. Let me show you how to DIY (but you won’t)
http://www.youtube.com/watch?v=30kXoOS_NRc

24. 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

25. DIY
Small
Business
Services

26. E-commerce

27. 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).

28. 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

29. 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

30. Bookkeeping

31. 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

32. 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.

33. Marketing

34. 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)

35. Copyright CEB

36. Way too many
companies are in
the online
marketing DIY space
to put them all on
one slide.

37. Websites & Blogs

38. 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.

39. 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/

40. Design

41. 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

42. 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.

43. Custom design at less than DIY prices
Vistaprint.com
99Designs.com
Fiverr.com
• Fiverr.com

44. Video

45. 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.

46. 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

47. Payroll

48. 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.

49. 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

50. Surveys &
Market Research

51. 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/

52. Tons of survey vendors
• VerticalResponse
• SurveyMonkey
• SurveyGizmo
• PollDaddy
• Zoomerang
• Constant Contact
• ZOHOSurvey
• Snap Surveys
• FluidSurveys
More at http://www.capterra.com/survey-software

53. Public Relations

54. 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/

55. 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.

56. DIY News Release companies
PR Web
PR Newswire
Business Wire
Pr.com
Marketwire
eReleases

57. Social Media

58. 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.

59. • sdf

60. Business site selection

61. DIY Business Site Selection Trends
• Not new: Location, location, location
• New: Enabling everyone to find the right
location.

62. Find > Compare > Deeply Analyze

63. There are a lot more great cities for business and many are unknown

64. 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

68. Good news if you’re in these states
Links to these state site selection websites are at www.GISPlanning.com

69. Good news if you are in these communities

70. Business Valuation

71. 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.

72. BizEquity – business valuation
www.BizEquity.com

73. Business Intelligence

75. Big Businesses Are a Big Problem for
Small Businesses
Copyright CEB

76. 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

77. $250,000,000 / year
Small & Medium Size Business Big Biz
99.99%
0.01%

78. Information & Biz Intelligence
Big Biz
Small & Medium Sized Biz

108. 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