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This document
Copyright 1997, i5ive communications inc.

June 24, 1997
FOCUS
A few things done better

So, why are you small anyway? If someone lent you a few million would you go out and hire a couple of hundred people and do your thing in a big way? Could you? How would you?

Let's have a look at how everyone's favourite Suite 101 competitor, The Mining Company, does it. In this marketing approach you have big company stuff: lots of structure, employees, money for give-aways, guidelines etc. It's the classic find good people, show them what needs to be done, give them the tools, motivate them and stand back approach. It works when great ideas, great management and enough money come together and then only sometimes. Note the diffuse focus — if you're going to be big, you've got to have as broad a market as possible.

The other approach is to be smaller and better and this has to be accomplished through focus. Narrow your focus until your area of activity is small enough so that you can know it better than anyone else. Now you're set to be a successful small business.

Wait! You say you want to be a Mining Company, except bigger and better? Start looking for those millions and some high-priced management or...

...use the small business model. Independent top people in their fields associated for a common purpose with a minimum of structure, employees or guidelines. The link is the common purpose. Each associate bears his own costs. The benefits to each are proportional to his contribution. Communications are based on the moderated mailing list model and the tone is professional and goal oriented. Now we have a multiple small business model which is better, more efficient and more likely to succeed than the big business model and which can grow as large as its associates desire.

American Express Small Business Exchange
Business success tips and information straight from the horse's mouth, even if their business is probably a little bigger than yours. Besides trying to sign you up for an American Express card, the site has a lot of useful information and links to more.

Netrageous
If you're thinking of marketing your products or services on the Internet, this site will breathlessly inform you of techniques, scams, pitfalls and give you lots of general information which you should skim through before you start. It's also a good example of a successful promotion, whether you will want to do your site exactly this way or not.

The International Small Business Consortium
This site has links of interest to small business, information on legal questions and marketing, discussion groups and articles on issues of interest to business.

The Small Business Advisor
A colourful resource incorporating everything from tax advice to information on mailing lists and web sites. Constantly being up-dated with recent articles on business topics.

The Success Partnership Network
The Dabrieos, Teresita and Dan, will encourage you to join their group and take courses but even if you don't, there is a lot of useful marketing philosophy and free marketing information available at this site. The material is aimed at computer consultants but the ideas and concepts are valid for any business.