COMING TO A BUSINESS LIKE YOURS: WEBWARE!

By Alan Canton

Whether you sell a product, a service, or a combination of both, those who are successful have one thing in common... an efficient back-office.

But “cost” of an efficient office has meant using complex accounting and order-entry programs that are hard to learn and can require a computer expert to network many machines together.

The software companies have not been standing still during past two years. They have heard their customers complain and many of them are now coming out with what is often termed “webware” or web-services.

Web services were first made popular by on-line stock brokers like Ameritrade. The concept spread to banking, then to payroll services like PayCycle and now to full back-office such that all of major order-entry, billing, reporting, and financial functions of office can be done on-line with services like JAYA123 (www.jaya123.com) and Oracle Small Business service.

Instead of buying or downloading a large and complex software package that is not only difficult to install but difficult to learn, vendors are now offering on-line services that you simply subscribe to and pay monthly, same way you pay your ISP or cable bill.

While programs like QuickBooks and Great Plains won't disappear, a lot of small and medium size business are switching to webware.

The advantages of these services are many. First, there is nothing to buy, so you don't end up laying out a chunk of change. Second, there is nothing to install because you access software on web using your browser. Third, you can use any kind of computer you wish.... as long as it has a browser. (Some services even run on a Palm Pilot-like device!) Fourth, there is nothing to backup or to crash. Fifth, you are not tied to any one machine... you can run your business from anywhere in world.

The word “security” comes up all time. But most experts agree that there is more hype than fact when it comes to Internet security. A well maintained “locked down” server that runs software designed to be a web-service is just as secure or more secure than office desktop, that is easily compromised by any employee who has access to it, or anyone who might just help it “walk away.”

Guess what? I've got another incredible marketing secret for you.

While online marketing has unlimited potential it often misses a valuable mark. This missed mark is your own local area. You could be missing out on immediate opportunities to market your expertise through your writing.

Take a discerning look in your own backyard. How many potential business allies do you meet yet overlook each day? Let's make this simple... begin your day tomorrow with a pen and pad handy. Make a note of each person you encounter throughout your day, whether in-person or by telephone and/or e-mail.

Home: spouse/partner and kids. Coffee Shop: owner, staff, and business professionals. Work: parking lot attendant, colleagues and clients. Gym: staff and other members. Miscellaneous: banker, attorney, charities and even your competitors.

You get idea, I'll stop there. Each of these contacts, even your spouse and kids, presents a potential marketing opportunity. It all depends on your perception.

Let's examine marketing value of these relationships.

Spouse/Partner: He/she has a career. Careers come with contacts and we all agree that face-to-face contacts are valuable. This is particularly true in area of business, but also in area of professional and social organizations of your own. Writing an article for an organization to which your spouse belongs increases your exposure.

Kids: Most parents are jumping through hoops of soccer practice, dance lessons and parent-teacher conferences. What coach or teacher wouldn't love a parent who participates by contributing an article to team, class or school newsletter? Kids don't always read these but their parents do. Writing for school-related publications can deliver your name to countless local readers.