A is for Attorney…find a good one that can and will answer your questions about liability, negotiating and intellectual property.

A is for Antennae… yours should always be up! Always be aware that your next big break could be standing right next to you. So keep you eyes and ears open.

A is for Assignment of Rights. This legal document will deliver 100% of the rights to any artwork to you and assign you the owner. This could be vital to your success (depending on your business). Click here to see an example of an assignment of rights.

B is for brand…Own your brand! And be aware that your brand in part is you! Be an advocate for your product and your brand. Dress the part, speak the part. Show your face with your product. People are buying you as much as your product when you are a MOMpreneur. Be consistent with color, font and “the look” of your brand.

C is for Contacts…use every contact that you have ever met to help you find the people you need to meet and further your goals. Get on LinkedIn and link up with old friends, coworkers and employers. People will help you if you just ask for help.

C is for Concept…Is your Concept feasible? Is it realistic that you can create a demand for your product? Is it feasible that you have enough money to make, distribute and create demand for your product?

C is for Cost…How much will it cost to make, distribute and market your idea? Do you know and understand the difference between markup and margin. Click here for a table that will show you the difference. Understanding this alone will save you from going out of business.

C is for Courage…The Lion has nothing on you. It will take the discipline of courage in order to propel your idea forward. If you don’t have a lot of it, quit now!

D is for Demand… Is there a demand for your product? Can you create a demand for your product?

D is for Demographics…Do you know the demographics of your customers? What age, income level and gender are they? This will be key in your social marketing.

E is for Email Signature…Use this valuable real estate to sell yourself, get your social media links out there and share information. Use Wisestamp for FREE to do this.

F is for Facebook…Understand that whatever your business goal, Facebook can help you accomplish them. Set a goal to learn how to use this mostly FREE resource.

F is for Friends…Those on Facebook and the real ones. Use your friends to spread the word about your new venture.

G is for Goals…You don’t know which direction to go if you don’t know where your headed. Set realistic but high goals and establish an action plan to accomplish them.

G is for great product…make sure that your product is one of them. Always be looking for ways to improve what you are offering.

H is for Hats…The many that you must wear if you intend to start and run your own business. But it is essential for you to admit what you can’t do and hire it out. If you know you can’t learn accounting, then hire one. If you know that social marketing freaks you out, then hire someone to do it. No one can do it all, but make no mistake you must do a lot as a MOMpreneur. But it sure keeps life interesting!

I is for Intellectual Property…Copywrite, Trademarks and Patents. Go to USPTO.gov to search trademarks. Learn about IP but hire a good attorney to file them for you.

J is for Join…Join networking and business groups. These contacts will propel your business forward.

K is for Knowledge…Know your target market, know yourself, know your business. Who is your customer? What do they want? What can you accomplish without hiring help? Who do I know in my business? What are the trade shows in my industry? Who are my potential vendors and distributors?

L is for Lessons…Learn them with every interaction. What happens today will train you for tomorrow.

L is for Listen…Listen to what vendors, customers and your gut is telling you.

L is for Log book…Keep a log book (if you are working on an invention). Start at the front and fill in every page front & back. This is vital if you plan to file for a patent.

L is for Licensing…This can be an easier route to get your product on the shelves. Approach manufacturers that offer similar or complementary products to yours, have them manufacture and distribute your product  and you get paid a royalty on each item they sell.

M is for Mentors…find a couple of good ones and listen & learn. These people have been there and done that and can teach you a lot!

M is for Markup vs. Margin…not understanding the difference will put you out of business quicker than anything. Click here for a table that will show you the difference.

M is for Market  Research…you have to do your homework before entering a new venture. Find people in the business and ask them questions, then be quiet and listen.

N is for Networking…you must have  a top of mind awareness of growing your network of contacts and fans at all times. Ask and ye shall receive.

N is for Nondisclosure Statements…this is a legal binding document that prohibits anyone that signs it from talking to others about your invention, idea or creation.

O is for Own Your Brand…Know what you want, and be a walking talking advertisement for your product!

P is for People…Remember you are in the people business when you are a MOMpreneur even if your product is dog food.

P is for Publicity…A vital FREE resource for any new business. Learn as much as you can about how to obtain it.

P is for Photos…Have a large inventory of great photos of your product in action. If you have a new concept that consumers have to be educated on,  the best way to explain and sell is with great photos!

P is for Photography Release…If you have models in your photographs you’ll need each of them to sign one. You can find an example of one by clicking here.

P is for Patents…Do you need one? Is your idea “patentable”? How much does a patent cost?

P is for Plan…You can’t wish for what you want…You can’t hope for what you want…YOU MUST HAVE A PLAN!

Q is for Questions…Always be asking them, then shut up and listen.

Q is for Quiet…As in be quiet and learn from others!

R is for relationships…Nurture those relationships that can benefit you. Take someone to lunch once a week, write handwritten thank you notes to stay connected.

R is for Royalty…Licensing your idea and collecting a royalty on the wholesale sale could be the way to get your idea on the shelves.

S is for Social Media…Don’t be intimidated. Learn the basics first, Facebook, Twitter, YouTube, Pinterest and LinkedIn are all FREE and will be your best marketing avenue if you used them effectively.

T is for Trade shows…You don’t have to be a vendor. Attend them and learn. Ask questions, compare and have a hands on trial with your new business.

U is for Understand…What you can and can’t do, that is. If you can’t do some part of your business then hire it out. But understand a some about every aspect of your business as well.

U is for USPTO.gov…The Trademark office of the US. Go here to search to see if you are infringing on a trademark and conduct research on your own.

V is for Vision…What is your vision for your product, brand or company. Map out a clear path to obtain your vision.

W is for Who, What & Why…Who is your target market? Why would they buy your product/buy from you? What problem is your idea/business solving. Use the answers to these questions in your marketing materials.

W is for Work for Hire Agreements…You may need one of these depending on what your needs are. If you file a patent you will most certainly need it.

W is for website…Do I have to say you need one? Well you do, you can even get one FREE on WordPress.com. Consider having a blog on your site, it will boost your street cred and SEO. Update the site at minimum once a month. Don’t have snow falling in the background on Independence day. Absolutely have a links to your social media as well as a newsletter or blog subscription option. Once people find you, you want to stay connected!

X is for Extra Mile…If you are going to be a success, you’ll have to go here. Slackers stay home.

Y is for YouTube…Customize your channel and have at least 3 videos that explain your product, demonstrate it and help sell you as an expert on your subject and your product category.

Y is for You…Do have the IT factor? The IT factor keeps you going when you think you have exhausted all resources, it feeds energy when you just want to give up, and searches for the cracks in the windows that you might be able to pry open.

Z is for Zip Code…Do you have contacts in a lot of them? I can’t stress enough the value of connections and your network of contacts.

I get piles of inquiries from companies on a weekly basis who THINK they want PR. This post is not meant to scare you- just prepare you- because a successful PR campaign can take you from local company to household name nationwide. But you must be ready to dive in 100%. Recognizing first and foremost that PR is not a quick fix- but rather a long term branding approach- is the first step in the right direction. So relax, breathe and buckle up for the long hall.

Answer these Questions to Find Out if You are Ready for PR:

-Do you have the following things ready?

In order for your PR campaign to be successful this checklist is a must to get started, no exceptions:

-a website that you are proud of and clearly represents your brand (this may be the only touch point people ever come into contact with your brand)

-sample inventory that you can send out for photoshoots/testing

-clean product photographs (preferably shot on a white background)

-a digital media kit. (includes all available product, bios, company info- do not include wholesale information or wholesale prices)

Everything else can follow with time, but before you even think about picking up the phone to hire a publicist, be sure you have these available (or the materials and willingness (ie money!) to get photographs taken and a digital media kit put together)

-Do you actually have time to put into PR?

Does it take you 3 or 4 days to respond to an email or return a phone call? If the honest answer is yes, you are not a good match for PR.

Reporters work on deadlines that are given at a moment’s notice. I often receive a phone call at 5:05pm when most people are heading home for the day, from a reporter on deadline for 5:30pm. If I’m unable to give them the interview they need, they’ll call someone else who can. You need to be available at all times to fulfill these requests.

More often than not, I find myself shipping samples for next day delivery upon receiving a request for a photoshoot that is scheduled to begin in less than 24 hours. If you aren’t available to fulfill the request, the editors will find another brand that can. Make sure you have access to adequate sample inventory to fulfill these requests or that you are ready and available to fulfill them yourself in a moment’s notice.

-Are you a good communicator?

It’s okay if you are camera shy. But you need to have an in-house spokesperson for the company. Someone high up in the company needs to field the interviews and handle any television appearances. It will help if the same person fields all interviews and appearances- ultimately becoming the face of the brand.

And on the note of television appearances…

The most charismatic, outgoing of people will freeze on live television if they haven’t rehearsed, or worse, forget the key points and gibber on about nothing for 4 ½ minutes.

Have respect for the television producer to put on a great segment. Rehearing beforehand is a MUST.

On that note, if you are going to be doing your own PR outreach- knowing how to write to a media person is a must. You cannot “sell” a media person. You can’t use any buzz words to glorify your product- you must be to the point and convincing but not in a sales-pitch kind of way. Media people are much easier to turn off than they are to get excited about a product.

-Is a social media strategy right for you? 

While I have helped many clients launch their social media strategies, one thing I firmly believe is that in order for social media to truly work, a ghostwriter will simply not make the cut to running your blog/Facebook page/Twitter account.

Of course, some of the content can come from elsewhere, but to really get to the heart of the day-to-day happenings in your brand, someone who is in the office, has their sleeves rolled up and is immersed in everything that’s going on with the company should be running the social media interactions. I’m not saying it needs to be the highest person in the office- it could even be an intern- but someone who is actually THERE needs to be the one revealing the happenings. Otherwise, the content screams inauthentic and is likely not as involved as it could or should be.

If you are going to engage in social media- really go for it. Don’t just post once a week- what if someone asks you a question? Do you respond immediately or does it take 5 days? If it is going to take you 5 days, don’t bother. And never delete a customer service issue or inquiry- this is a great opportunity to publicly fix a problem and show how great you are at customer service. Deleting the post will only make that person angrier and more likely to go on a rant about you publicly.

Coming next month: The difference between advertising, marketing and PR

Written by Taryn Scher of TK Public Relations

617.529.6572
taryn@tkpublicrelations.com
www.tkpublicrelations.com

I had a blast on “Your Carolina” this morning! What a great way to introduce University of Mom!

How do I know if there’s a real need for my product or service?

Barbara Corcoran: Make a list of every product out there already answering the need and be super critical as to whether yours is a better mousetrap. Also ask your family, friends and enemies if they would buy it and what they would readily pay.

Daymond John: Put it for sale on the internet and see if people who do not know you purchase it!

Kevin Harrington: It’s important to test before you invest to see if there is a need for your product or service. I use catalogues, shopping channels and internet websites to do this.

Robert Herjavec: Ask the only people who matter – paying customers – emphasis on the word paying. RIM (the makers of Blackberry ) never develop a new product until they have a client who will pay for it.

What do you think are the traits of a great entrepreneur?

Barbara Corcoran: Every great entrepreneur is passionate about being successful. They are not just passionate about their business idea, but have enough passion to weather all the obstacles and see things through to the finish line. When Erin Whalen of Grease Monkey Wipes (season 1) confidently said to fellow shark Robert Herjavec and me, “I promise if you partner with me I will not let you down! I will make this work, I promise!” she had enough passion in her plea to send legions of soldiers right off a cliff. Robert and I believed her and handed her our cash! Every great entrepreneur is extremely pushy. Cactus Jack, the wild inventor of the Body Jac exercise machine (season 1), was a natural born salesman. He was unbelievably annoying but proved a superstar dealmaker. I’ve learned that all great entrepreneurs are pushy people and they always deliver.

Daymond John: 1) Being driven; 2) Always educating themselves; 3) Doing something they love; 4) Willing to take advice; and 4) Resourceful.

Kevin Harrington: Entrepreneurs must have 1) a vision of the future; 2) the drive for the day-to-day, to work unending hours; 3) the ability to handle adversity without letting it shut you down; and 4) the desire to never give up.

Robert Herjavec: Many – but most important is the ability to be relentless as the sand shifts around you. I always say “quick is good – relentless is better.”

1. What makes a good business idea great?

Barbara Corcoran: If your business idea clearly answers a need in the marketplace, it’s probably a good idea. If the need is already being met by well-entrenched competitors, it can still be a good idea if it’s a new, cheaper or more clever way of doing it.

Daymond John: Something that solves a problem (i.e., helps you do something faster), satisfies a need (i.e., makes an existing product cheaper), or improves quality of life (i.e., medical devices ).

Kevin Harrington: A good business idea is a product or service that solves a problem that is not already being solved in the marketplace. The product or service should be unique enough that it’s not something already readily available.

Robert Herjavec: There are lots of good ideas but most great business are built on better execution of an existing idea. I am not a big believer in create a better idea and the world beats a path to your door.