Alternative Business in a Changing Economy

Nobody needs me to tell them that the economy is frightening right now. Just looking at the papers is enough to know that and, while heaven only knows where all of this will take us, there are a lot of folks who are starting now to think about alternative and/or additional sources of income. One of the things that is a big asset to many of these entrepreneurs is the internet.

I was thinking about this because my friend and client Leslie Wind told me something amazing recently. Leslie is a very talented jeweler/goldsmith who creates some of the most unique and innovative designs I've ever seen. She has supported herself as a goldsmith for nearly 40 years but she tells me that the internet has taken her to a new level. Back in April I suggested to Leslie that she try adding a PayPal shopping cart to her web site. She told me last week that her sales are up over 30% since we did that and, not only has she increased sales, but she has connected with a number of merchants who now carry her products. She has also begun teaching workshops making shawl pins and is traveling all over the place teaching --- all thanks to the internet.

Now let me add, Leslie is an ambitious marketer. Good for her. First we redesigned her web site to really show off her craftsmanship, then we added a blog to help her connect with potential customers, and then the shopping cart. Leslie works the internet, too. She calls it “mining the internet” and that's an excellent term. There is no denying that putting up a web site is just the beginning. If you have a web site that accurately reflects the quality of your service or product you are ahead of those whose sites are poorly thought out. But learning to think like a marketer --- who is my ideal customer? how can I reach them? what new markets can I cultivate? --- is a great way to approach your online time.

The majority of people, especially those under 50, use the internet to research services and products. One of the biggest businesses that depends on an internet presence for decision-making information is the wedding business. Florists, photographers, caterers, function halls, musicians, etc. etc. are researched in advance by today's brides over the internet before they make decisions. I have recently re-designed a number of web sites for wedding-related businesses to create a web presence that will specifically appeal to today's savvy, sophisticated brides-to-be. Two of these are Amore Photography (above) and Pepperberry Flowers (below)

It is these small, independent businesses that I find most creative and innovative. Artists and artisans, photographers, performers, merchants, crafts people are all learning ways to do their own marketing on the internet.

One area that is especially dear to my heart is the indies --- indy publishers, indy musicians, indy designers. They are doing amazing things. One of my favorite designers if Clare Higgins who loves cats and has created an adorable and clever set of cat-related art work products that she calls Modern Art Cats (left). She has setup a shop through Cafe Press and is selling all kinds of products with her designs on them. Carla Rey Lankford, a reader of this blog and a beautiful designer has a shop for her exquisite, dreamy designs (below) at Wednesday Wandered on Etsy. Others use Zazzle.

e-Publishing is all the rage. Ever since Amazon introduced Kindle other electronics developers have been scrambling to come up with something as clever. But e-books and reading materials can be downloaded to all sorts of hand-held devices and carried with their owners to be read and enjoyed whenever they have a few free minutes. You'll be hearing more about this in the weeks ahead.

So, I decided it was time I do a few things of my own. I have finally updated my gallery of web sites I've designed and have put them into a presentation on my Valentine-Design web site. This includes a Featured Web Site of the Month, and I've been adding to my blog about marketing tips, Marketing Musings by Valentine Designs.

These are challenging times, we all know that. But they can also be exciting and creative times. The truth is, no matter what happens, the world keeps turning, and it is up to each of us to decide how we face that. It's not always easy but it certainly can be interesting and even fun.

Thanks for reading.