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Businesses On The Rebound

Dec 27, 2007
Business etiquette is changing as quickly as the business world is evolving. The old etiquette rules no longer apply. Are you making these etiquette mistakes? If so, it may cost you success in your career or business.

Memorable names. Resonant. Brandable. And domains that reflect the brand. It's that simple. A short look at the Web 2.0 scenery shows us the keyword domains are out. Today there are less http://my-keyword-domain.com in the search engine results than a few months ago, because the search algorithms have changed and the search engines no longer place so much weight on the keywords of a domain name than in the past. There are other factors that influence search engine rankings, but this is a matter I will discuss in a future article.

Right now let's focus on the importance of getting domains that reflect your brand. Writers and artists who work alone use their own names as domain names. We know the brand David Airey, the brand David Carson, the brand Yaro Starak (who owns a domain with his name but uses redirect to http://entrepreneurs-journey.com), the brand Liz Strauss and so many others.

Google them. You'll find that they are all focused on personal branding and they bought domains that are the exact mirrors of their brands.

Companies don't always use people's names. They create a brand after careful market research and then they start promoting that brand.

Imagine a Skype commercial that sounds like: "call free online with Skype. Visit http://www.free-online-calls.com to learn how." This would hurt Skype's branding. It would make it look unprofessional, unreliable, focused on the search engines rather than on the consumers, and the list could go on.

It is probably good to know that any business, no matter how small, needs good planning to be successful. Maybe not a business-plan in the technical meaning of the term, but a draft of clear goals and strategies.

Even businesses that start in a garage are careful about their marketing strategies.

Most businesses start with an idea that involves doing something for a profit. When one does something for a profit, technically one is in business.

Someone figures how to do something better, quicker, cheaper, faster. The basics or underlying dynamics of how this business idea works is called the business model. A more explicit and detailed description of the model is called a business plan.

The first step is the model and it is the most crucial. If the business model cannot generate profitability, it won't work. If the assumptions of the model are wrong, it won't work. If the model is incomplete, it won't work. If the model needs financing and has no way to get it, it won't work. And so on.

So getting this first step right is imperative. Get it wrong and the business goes in the wrong direction and probably all is for naught.

On the other hand, if all goes well and business plan looks viable, the new venture is off. Most businesses start small with the owners working and maybe adding an employee when needed. As a problem is encountered, it is solved and the quest continues.
About the Author
Jon Caldwell is a businessman/ entrepreneur. A lot of his compositions can be found at http:// http://www.businesswatcher.net/businesswatchercat/buswatchernetlist.php
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