201 Great Ideas For Your Small Business.

I ADMIT THAT I AM NO HIGH-TECH GURU, BUT ANY BOOK FULL OF great ideas has to include vital tips on making the most of affordable equipment and technology.

Even the worst technophobe has to deal with it. You can't be in business without the right stuff, especially when computer and communications equipment has never been faster, better and cheaper. Affordable technology truly levels the playing field giving any company the chance to act as competitive and professional as much bigger firms with greater resources.

Most entrepreneurs rely on others to guide them when it comes to choosing and maintaining their computers and software. In fact, 36% of small business owners surveyed by Hewlett Packard in 1997 said they rely on outside tech consultants to repair computer problems. Forty-four percent said they call consultants for routine maintenance.

Computers are great, but they're not cheap. Companies with fewer than 20 employees spend an average of $292 a month on computer maintenance. Companies with 50 to 100 employees spend an average of $1,019 a month, according to the HP survey.

Although 81% of those surveyed said access to free or low-cost technical support is critical when they decide what brand to purchase, only 5% said they use the manufacturer's tech support for routine maintenance; 14% use it for troubleshooting.

Anyone who has ever waited on hold for 35 minutes or more trying to speak with a human tech-support person wouldn't be surprised at these figures.

Despite needing help with maintenance and installation, 43% of those surveyed classified themselves as "smooth operators" when it came to their computer systems. A mere 3% felt they were "clueless."

For this chapter, I've relied on several colleagues to share inside tips. Mie-Yun Lee, a syndicated columnist and publisher of the monthly Business Consumer Guide, suggests some great equipment to buy for your business.

Amy Berger, founder of Berger Technology Research, in Fremont California, follows the ever-changing communications technology market and keeps me posted. She helped with the section on communications options.

My emphasis is on telecommunications, because to me, good communication is the core of every successful business. We've also found a few new things to whet you appetite for the future of business technology.

So check out ways to link your computer to your telephone, how to train your employees online, what to buy for the busy entrepreneur on the run, how to sell your products online and many more great ideas to get your small business moving into the year 2000.

FIND THE RIGHT COMMUNICATIONS TECHNOLOGY FOR YOUR BUSINESS

When it came time to consider the best kinds of communications technology for my business, I turned to an expert I can trust: my sister Amy Berger.

Communicating with your customers is the most important thing for small business owners. Here are some key devices and services to consider:

* Cellular telephones. There are four different kinds of cellular telephones on the market: analog digital, dual-mode, and PCS. Analog phones have been around for about a decade and are given away by many companies when you sign up for service. Dual-mode phones accommodate both analog and traditional digital service, which works well if you live in analog-only areas of the country.

Digital phones are being superseded by PCS telephones. PCS stands for "personal communications services." PCS relies on radio frequencies that the FCC made available within the past few years. PCS frequencies are not available nationwide, so make sure they are in your area before you buy a phone. PCS handsets sell for about $150.

There are many, many companies providing a confusing array of cellular phone services. Do your homework and ask other business owners which providers they use before signing a long-term service contract.

* Multifunction boxes. In 1996 a new telecommunications product was created. It looks like a printer with a scanner, but it can do four things: fax, print, copy and scan. For about $1,000 retail, it's a great deal for a small office. Hewlett Packard and Canon make these affordable multifunctional machines.

* Two-way pagers. PageNet and Skytel sell pagers that can answer a message.

With new technology and radio frequencies, users can send an alphanumeric message and receive a reply. Some pagers can hook up to your voice mail system for continual access to incoming phone calls. Again, there are many, many models and service providers, so look for reliability and solid equipment. GTE Communications also offers a great text pager, which I use.

* Internet service providers. There are more than 5,000 Internet service providers in the world, ranging from tiny businesses to AT&T, UUNET, and PSINet. The Internet provides access to unlimited information, e-mail and electronic commerce. You can also link to individual customers' Websites and find all sorts of specialized business-support groups.

* Personal digital assistants (PDAs). These devices are the size of a small book or large waffle. They typically have a small screen and a writing device--much like the Etch-A-Sketch you played with as a kid Most PDAs have some kind of mini-keyboard and modem. They are portable companions to your personal computer, not a replacement, and must be hooked up by a wire or wireless communication.

What you create on a PDA can easily be downloaded into your PC. PDAs are good for people on the go who don't want to lug around a laptop. PDAs are made by US Robotics, Casio, Apple Computer, Sony and Hewlett Packard.

* Fax/modem card. For less than $150, you can buy a 33.6 kpbs modem/fax card that you can put into your PC. This dual-function device allows you to send and receive faxes, e-mail and computer files. You need to leave your PC turned on to enjoy the benefits of a fax/modem card.

* Wireless modems. Another technology to consider is wireless communications devices, which transmit information to the nearest radio tower, then rely on land lines to connect a provider who relays the information to the client's database. RAM Mobile Data, in Woodbridge, New Jersey, provides this type of service. This works well when you have lots of sales reps on the road who need to place orders with a quick turnaround.

TRAIN YOUR EMPLOYEES ONLINE

In the rush to upgrade computers and buy new software, many business owners forget that people need to be taught how to use the software before they can begin to be more productive.

Yet employees can lose up to three weeks of work time tackling computer problems on their own, according to a recent survey of 400 PC users by SCO, a British software firm, and Harris Research. In fact, the first month after a new software program is introduced, employees spend an average of 100 minutes a week trying to figure out how to use it. "The latest software isn't empowering these users, it's disrupting their workday," said Geoff Seabrook of SCO.

One alternative to sending your employees to community college classes or hiring private instructors is to look into customized training provided online.

"I don't like to be instructed. I like to work on my own," said Barbara Epstein, who recently spent about an hour a day teaching herself how to use Microsoft spreadsheet and database programs with an online tutoring service.

Because her job keeps her so busy, taking classes was not an attractive option. Instead, she taught herself how to use the programs via LearnItOnline, a tutoring service offered by Ziff-Davis Education on the World Wide Web.

"I really don't enjoy reading instruction books," said Epstein. "This has given me confidence with the computer." Because it operates 24 hours a day, LearnItOnline and other services like it allow people to work at their own pace and set their own training schedules. It's like having a virtual tutor who never sleeps and isn't on the payroll.

"The second half of 1997 is witnessing an explosion in the Web-based training market," said Bill Rosenthal, president of Ziff-Davis Education, which entered the market in March 1997. "The people who benefit most from this are often the people who are most scared of being online," said Dina Wood, a spokeswoman for Hand Technologies in Austin, Texas.

Hand, which sells computers to small companies and individuals, has been offering LearnItOnline services to customers on a trial basis. The company, which has 1,000 sales consultants nationwide, now plans to offer the program to clients across the country.

You can check out the site at www.learnitonline.com.

Because everyone learns differently, the online tutorials include audio instruction as well as visual demonstrations.

You can pick up the basics of a program or learn more advanced functions. Then you can practice everything you've just learned.

Meanwhile, Epstein said her main complaint about her online tutoring was that the audio portion of the lesson takes several minutes to download. But she said it's worth the wait

By the year 2001, worldwide revenues for the information-technology training and education market are expected to reach $27 billion, according to International Data Corp. Investing in training has become necessary because nearly one-fifth of the top U.S. information technology executives rated the lack of skilled people as the most serious constraint to the growth of their businesses, according to Ellen Julian, IDC's research manager.

MAKE THE MOST OF VOICE MAIL

Even the worst technophobes love voice mail. For me, it's the greatest technology ever invented. The ability to change your outgoing message every day, receive multiple messages while you're on the phone, and call in for messages from anywhere on the planet is an irreplaceable part of doing business today. I don't pretend to understand all the intricacies of how it works, but I know I couldn't work without it.

The problem is, many people don't take full advantage of the system. It takes only a few seconds to change your message whenever necessary. Busy entrepreneurs can impress clients and customers by telling them whether they are in or out of the office every day and when callers can expect a return call. This really cuts down on telephone tag.

When people know how to use voice mail like a pro, it can really speed things up. Sometimes just forwarding a message to the right person for a reply can get a problem solved quickly.

It may seem basic, but when you leave a message, remember to give your name, your company name, your phone number and the best time to reach you.

If you've chosen a more elaborate voice mail system with different mail boxes for each employee or department, it's important to make it easy for callers to find the right extension or to reach a human being. I truly believe businesses lose millions of dollars in sales because frustrated callers hang up when they can't maneuver through a tricky voice mail system.

In addition to voice mail, if you expect to put callers on hold, you might consider installing a "messages on hold" feature. These systems allow you to do everything from play popular music to review your business hours--all while people are waiting to get through to a person.

Messages on hold are annoying if they are on a short, repetitive loop. The best ones, used by many big companies tell callers exactly how much more time they have to wait for service.

Because the industry is evolving so fast, it may pay to hire a telecommunications consultant before choosing a voice mail system. But whatever system you order, use it well--to make life easier for everyone who deals with you.

CREATE A WEBSITE

Creating your own Website is a complex and demanding project that can cost you money instead of making you money--if you don't do it right. Before you plan your site, determine whether you can afford to create and maintain it. At least once a week, you should be adding fresh information, offers and incentives to visit your site. You also need to make sure that your customers and clients are Web-savvy. If they aren't yet going online to find information or make purchases, there's a chance you may be wasting your time and money.

Here are some steps to get you started:

1. Go online to check out a variety of Websites belonging to big and small companies. This is the best way to figure out exactly what you like and don't like. Mark the sites you like so you can share them with a designer.

2. Outline all the elements you would like to include on your own site. Carefully list the information you want to share with your customers or clients. Ask yourself: Do you need to include product information and a price list? An order form? Will you be putting your catalog online? Will you feature some sort of schedule to track product releases or shipments?

3. Make a list of the sections and estimate how many pages of text they will take up. Most Website estimates are based on the number of pages or screens.

4. Once you've outlined all of the sections you want on your site, make appointments to meet with at least two or three designers. Ask your friends or colleagues to recommend good Website designers. Before you meet with a designer, ask for some references and call them. Meet only with the people who come highly recommended.

5. At the first meeting, ask the designer to go online and show you some of the work they've done for other clients. Before you show them what you want done, get clear answers to these questions: (1) Will they do all the work themselves, or farm it out to others? (2) How and when do they expect to be paid? Do they require a deposit up front? (3) How much do they charge to update and maintain a site? Most designers have an hourly rate for these services. (4) Will they find you a host server and help set up your site?

6. After you get answers to the above questions, ask for a written, detailed estimate -- including a "site map" which shows you how all the pages will flow from the home page.

7. Remember, development prices will vary considerably, depending on what you want. Developing a new Website can cost as little as $2,500 or as much as $200,000, depending on the complexity. Many online services offer very low-cost personal sites to members, but if you are in business, you probably want to have a more professional-looking site. When you receive the estimates, make careful comparisons. Be sure to factor in the cost of the server and any setup fees.

8. Watch out for padding or hidden costs. Don't be afraid to ask questions to really understand everything you'll be paying for.

9. When your site is finished, be sure to obtain a disk or CD-ROM with your completed site from your designer. Remember, the designer doesn't own the site, you do. Having a copy in hand will protect you from losing all the work should you decide to hire someone else down the line.

10. Start out simple. Nothing should be more than two clicks from the home page. Aim for a very clean, elegant design; you can always add animated graphics later, if you need to.

11. Read up on the subject. Check out these books before getting started: Creating Killer Web Sites: The Art of Third-Generation Site Design, by David S. Siegel (Hayden Books, $14), and How to Make a Fortune on the Internet, by Martha Siegel (HarperCollins, $14).

FIVE GREAT THINGS TO BUY

Before you can be truly high-tech, your business needs to have the right equipment and be set up properly. Here are the five things your office probably doesn't have but should, according to business equipment expert Mie-Yun Lee:

1 Computer backup system. It's easy to think your computers will never crash or be damaged by water or fire or be hit by a virus, But it could--and probably will--happen,

Prevent the despair you'll feel when disaster strikes by buying a backup system. Look for a tape-based system to minimize storage costs. You want a system that can store key data from all your current and future computer systems. Brands to look for include Exabyte, Hewlett Packard and (for Macs) APS Technologies. Lee also suggests practicing recovering your data before you actually need to do it. And be sure to back up files every week, if not every day.

2 Router. Rather than buying modems for every computer you add to the office, buy a router, These devices serve as an officewide modem for everyone, with access available to all networked computers.

A router can save you money, because all modem usage can be consolidated to just a couple of phone lines instead of requiring a separate line for each modem. A router can connect to regular phone lines, ISDN and dedicated lines. Try 3Com or Ascend for PC-based routers: Farallon is a good source for Mac routers.

3 Color printer. A splash of color can make your important documents more memorable. A color ink-jet printer is good for basic printing. Whatever printer you choose, make sure you buy a four-color, not three-color, model. Four-color models have a reservoir that holds black ink. while three-color ones combine various colors to approximate black.

Also, make sure you reload or refill cartridges separately, Otherwise. when you run out of one color, you will be forced to throw out the entire cartridge. Consider brands like Epson. Canon or Hewlett Packard for printers and cartridges.

4 Computer-height desks. Computers sitting atop standard-issue desks often spell trouble for employees. Many suffer aching hands or carpal tunnel syndrome, a serious repetitive stress problem. To alleviate the discomfort, buy lower desks or desks that adjust to computer keyboard height. You can retrofit desks by adding a keyboard platform that is adjustable, If you use a mouse, make sure the platform is wide enough to hold both the keyboard and the mouse,

5 Employee 800 number. If you have employees calling in from the road, try installing a toil-free 800/888 number instead of issuing calling cards. You can save money in the long run and employees will have fewer numbers to dial when they are on the run. Many telephone service providers offer toll-free service. You can also equip the 800 number with account codes to prevent employees from using the 800 number for personal calls.

For more ideas, read The Essential Business Buyers Guide by Mie-Yun Lee (Sourcebooks, $18.95).

TIPS FOR TRAINING EMPLOYEES

Savvy entrepreneurs invest time and money training their employees. Here's how to get started:

1 Ask, your employees what software programs they think would boost productivity before you buy anything new.

2 Schedule time during the day for training, whether it's online or with an instructor.

3 Encourage employees to practice their new computer skills on company time and after hours.

4 Share the expense of hiring a trainer with another small business owner in your area.

5 Call your local community college district for information on a variety of affordable classes available for employees.