On Upside

It's true that there are many reasons not to start your own business. But for right person, advantages of business ownership far outweigh risks.

You will be your own boss. Hard work and long hours directly benefit you, rather than increasing profits for someone else. Earning and growth potential are far greater.

A new venture is as exciting as it is risky. Running a business provides endless challenge and opportunities for learning.

The ratings phenomena may not have reached your industry or your community, but it probably will. So what can you do about it?

First, be aware of ratings sites. Use a search engine to look for rating sites in your area and business. (Search for things like landscaper ratings in Pittsburgh or hair salon reviews in Sacramento.) You may find that your business is already listed on a rating site. If it is, make sure that basic listing information (business name, location, website) is correct, and if not, contact site operator. If your business is not listed, see if there is a way to add your listing. Do not pay for this service! Legitimate rating sites are not supported by businesses being rated! (However, a few sites offer enhanced "listings" for a small fee. Consider paying for this is site seems to be well run and have a lot of traffic.)

Check rating sites regularly. You might actually get some good information on how customers see your business, and where you need to make improvements.

Encourage your patrons to rate your business. Satisfied customers will give you good ratings. (Don't try to "flood" a rating site with bogus reviews; many of these sites use algorithms to detect source of ratings, and may even remove businesses that try to cheat.)

If you get a bad review, there's probably not much you can do about it. The rating and review sites are on pretty solid legal ground, and most will not remove bad reviews. However, some sites have a mechanism for responding to a review, so be sure to ask about this. If nothing else, you can submit your own review and calmly refute complaints of other reviewers. Be careful to stay calm and professional, and not get into online debates that can damage your credibility.

In end, business success is still based on word of mouth - but now more people are listening.

Bob Nicholson / WYGK Consulting provides business, technology and strategic consulting for small businesses, internet start-ups and entrepreneurs.