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This guide is brought to you by Inc. and The UPS Store. When it comes to marketing, think of The UPS Store smallbiz.theupsstore.com as your local small business resource center. We offer all the tools you need to put your plan into action, including a wide range of printing and mailbox solutions, direct mail, digital online printing, document and business services, shipping, special offers for small business owners, and much more.

Building ScalaBle growth………….. 3growing Your Buzz…………...……. 9

Small BuSineSS SolutionS………...…. 11

Growth, Built to ScAle

June 2014

http://smallbiz.theupsstore.com

2 Building Your Brand | 2014

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You’re not alone. Stop in and do it all at The UPS Store.

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IT SUPPORT • SHORT-TERM FINANCING • WEBSITE DESIGN • AND MORE

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Scored a great deal on custom coffee mugs.

They match my business cards perfectly.

Dropped off my orders.Picked up my mail.

Got help launchingmy online storefront.

Looks like I’ve gotsome pies to ship!

50 new orders in mymailbox. Seems those

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Done.

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Sandy, owner of The Right Slice, leans on The UPS Store® for all of her small biz needs.

Copyright © 2013 The UPS Store, Inc.

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2014

3Inc. | The UPS Store

BuildinG A ScAlABle mArketinG PlAn

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To develop a scalable marketing plan that scales with you, start by developing a scalable marketing mindset

introduction: FlexiBilitY iS KeY01.

PerFect the ProceSS, not the Plan02.

For business owners, the launch of a company isn’t the culmination of entrepreneurial vision and ambition. It’s the jumping-off point. Anyone who achieves sustained success in running a business sees the company not just as it is today, but as it could grow to be under the right industry or market conditions.

The “what if” scenarios and their potential payoffs are tantalizing. What would it take to capture a larger share of your existing clients’ business? How would launching new product or service lines support your targets for expanding that customer base and perhaps even the vertical markets you serve?

But one question sometimes gets neglected amid all those projections: what if the “what if” scenarios actually materialize?

When that industry, market, or geographic opening presents itself, you have to be ready to lead your company’s move into expansion mode. Unless your marketing plan has the elasticity and scalability necessary to respond quickly and effectively as new prospects emerge, you’ll face obstacles in converting those opportunities into drivers of long-term growth.

Of course, you can’t anticipate, much less create, a roadmap for navigating every possibility that your business may encounter. There’s no perfect plan—no way to create a master document that will always have every answer your business needs, says John Jantsch, founder of Duct Tape Marketing and author of Duct Tape Selling: Think Like a Marketer—Sell Like a Superstar (Portfolio, 2014).

But there is what he calls an essential planning mentality that equips you to keep tabs on the market, stay very close to customers, and remain informed about their needs and concerns. “It’s not a marketing plan, but marketing planning, that actually allows elasticity. It’s a culture of planning continually. People get really married to this plan, this event, and then they put it in

a drawer, and that’s the end of it. And it’s really more about the process involved in the culture of planning than about creating adoption.”

In other words, genuine agility in seizing marketing opportunities comes not from a document, but from the thought processes that went into creating that document. “Your mindset needs to be different,” says Iain Ellwood, founding partner at the London management consulting firm Senate and author of Marketing for Growth: The Role of Marketers in Driving Revenues and Profits (The Economist, 2014). “It’s about living the marketing plan rather than the process of getting to a living marketing plan.”

86318_UPS_UP3-273.inddHeidi Kempisty / Loralei Byatt4-29-2013 4:37 PM hkempisty-mpt-09403


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You’re not alone. Stop in and do it all at The UPS Store.

Get exclusive offers at smallbiz.theupsstore.com

Be in business for yourself, not by yourself.Learn about franchise opportunities at theupsstore.com/franchise.

IT SUPPORT • SHORT-TERM FINANCING • WEBSITE DESIGN • AND MORE

EXCLUSIVEOFFERS

Scored a great deal on custom coffee mugs.

They match my business cards perfectly.

Dropped off my orders.Picked up my mail.

Got help launchingmy online storefront.

Looks like I’ve gotsome pies to ship!

50 new orders in mymailbox. Seems those

flyers paid off.

PACK& SHIP

MAILBOXSERVICES

Done.

Wow. Nice.

Yay.

PRINTING

Sandy, owner of The Right Slice, leans on The UPS Store® for all of her small biz needs.



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create a “marKet exPanSion” toolKit03.

the relationShiP Factor04.

Mindset encompasses not only the ability, but also the will, to pivot when that’s what you should be doing to advance the company’s growth. That plays into your dexterity at assessing risks and rewards, knowing when to push past roadblocks, and recognizing when it’s time to change course.

But while mindset helps to establish the company’s direction, you also need a strong toolset to set your plans in motion productively.

That’s where scalable components of a well-developed and well-equipped marketing plan deliver their value and support your vision. For example, your direct marketing platforms—e-mail lists, social media networks, and mailing lists for print communications—are essential tools in promoting a new product or service launch, expansion to a new region, or entry into new vertical markets.

“Anything in the direct marketing space is always going to be highly scalable,” says Elea McDonnell Feit, PhD, executive director of the Wharton Customer Analytics Initiative and a lecturer in marketing at The Wharton School. “For a very small business operating in one town, the only way you really have to get e-mail addresses and add customers to your mailing list is by asking the people who walk through your door. But as you get to be a bigger business, you can actually start to partner with other companies, add names to your mailing list, and cultivate new customers.”

To reach that point, you need to approach direct marketing platforms in terms of how they can be used to share information and build relationships, not just to sell products and services. Jantsch points out that establishing “a track record of credibility” with your existing customer base “can be the most potent way to grow a business” because they trust you and value the quality of service you provide. And that opens the door to drawing on your network to help you research emerging opportunities. Your vendors, suppliers, and strategic alliance partners can provide support not just in introducing you to prospective clients, but in offering you intelligence about new industries or new regions that you plan to serve.

“There are so many opportunities when you build a strategic network,” he says. “In many cases, those strategic partners may be in a vertical market that you’re not in, or have products or services that would be

complementary to the product or service you’ve targeted for expansion. They not only can be a great resource, but they may actually help motivate you to move in that direction and identify opportunities you can actually go after together.” Develop a roadmap for integrating your services with those of your partners to optimize your competitive potential.

Another resource when you’re in market research mode is what Jantsch calls one of his “favorite secret weapons”—the media. “Magazines, radio, television—all the various units out there that want to sell you advertising—have a tremendous amount of research on the very markets that you’re trying to go into. And in many cases, they will provide you with that information readily and freely, because it’s how they sell advertising to folks in those markets. There are sales people who will tell you how the competition is doing in the market. So, that’s certainly one that you want to make sure you put on your list.”


When you evaluate targets for expansion, Ellwood advises thinking about who would be served by the end result of your products or services rather than who is likely to buy the product or service itself. It’s a twist on the “sell the benefits, not the features” adage. “People really want a one-inch hole. They don’t want a one-inch drill,” he says. “Understand that you’re

in the one-inch-hole business and therefore have expert capability in making holes, not drills. Then say, well, who else needs holes? We need holes on the road, holes in an aircraft, holes in doors, holes in bags. If you reframe the way you view your business, you can start to unlock multiple effective routes.”

You should really treat each new market that you enter as a new business case, but not as if you’re building the business from scratch.

review Your reSourceS05.

As you’re identifying viable opportunities for expansion, take a look at your internal resources, and think about how you’ll need to deploy them to manage your growth goals. “You should really treat each new market that you enter as a new business case, but not as if you’re building the business from scratch,” Feit says. “It’s, ‘What are the additional costs to my existing business to leverage into this new business?’”

Consider your financial, organizational, and human capital needs. Budget is one consideration: do you have the resources necessary to finance an accelerated or expanded marketing campaign? But don’t neglect the other kinds of capital required to execute your strategy successfully. Think about your staff and its current responsibilities. Is it big enough to handle the increased marketing burden without neglecting current customers,

products, and services? Do you have all the in-house expertise you need to market in new territories or to prospects in new industries? If you need to add expertise, does it make sense to hire additional employees immediately, or should you outsource in the short-term until you have a better grasp of your long-term staffing needs? How can you complement your in-house capabilities with external support from vendors, suppliers, and strategic alliance partners?

When plotting the next steps for your marketing strategy, be sure to take into account all the resources available that will help position your organization for success in its moves toward expansion. If resources are constrained, consider the option of limiting your initial launch to a beta market or region where you can test your potential for growth in a controlled—and cost-controlled—manner.

Feit, who teaches a class on designing smart business experiments, offers one note of caution: companies can learn by using this approach only if they establish target benchmark standards. “You have to design those kinds of tests to think ahead,” she says. “What am I going to find out by doing this, and how am I going to act on that? You have to have some clear stake in the ground regarding why you’re doing it and what you hope to learn.”


KeeP Your meSSage on target06.

As your company’s reputation and name recognition grow, you’ll need to make sure that your marketing message keeps pace and reflects the attributes that your loyal customers value most. After husband-and-wife team Jeff Otto and Laura Kimball started a bee farm in 2004, they made their first sales of honey and beeswax products at local farmers’ markets. As they expanded, they changed their name and revamped their brand to reflect their growing enterprise while still maintaining the artisanal feel that had attracted customers in the first place. Today, their company, TruBee Honey, distributes its products to vendors in approximately 30 states and serves additional customers via online sales.

One challenge they faced in managing business expansion of that magnitude was preserving the core characteristics that attracted their earliest customers and helped them to build a loyal following. The couple didn’t want their growth to come at the cost of losing two areas of focus that had always defined the company: educating people about gourmet honey and incorporating a personal touch in sales. The relationships that evolved from that approach helped Otto and Kimball to solicit and remain responsive to customer preferences even as their market expanded.

Have you articulated what distinguishes you from your competitors in the vertical markets or regions that you’ve targeted for market entry? Start by making sure you know what really attracts and retains the repeat customers you’ve already cultivated. When plotting your company’s roadmap for expansion, “let your customers do the research,” Jantsch says. Their perspectives and insights will help you to gauge how well your current marketing messages capture your company’s story.

“You start to hear these incredible themes that typically aren’t showing up on the website and aren’t showing up in your marketing brochures—the real reasons that the customers buy from you and stay with you,” he says. “It doesn’t mean that that message will translate exactly to the next market, but I think that what you have to appreciate as a company is how you’re truly different.” And that information can help you to refine the way you position your message against industry- or region-specific concerns and priorities. “Your best success is going to come from attracting more customers who appreciate that same difference. Until you understand it and are able to communicate it, you’re basically sitting around just guessing.”


From viSion to validation07.

Gaining that depth of understanding can even contribute to developing a strategy for integrating your company into the interests and activities of local communities, whether you participate independently or in collaboration with your strategic partners. And that brings your message to life in a way that is meaningful to, and creates stronger connections with, the new customers you’re cultivating.

Each of these elements has a role to play in ensuring that your marketing strategies scale successfully to your business growth objectives—that you have the tools you need to convert your

expansion vision to reality. They won’t, in and of themselves, create market expansion, but they’ll put you in the strongest position possible to make it happen in accordance with your long-term strategies for your company’s success.

By evaluating promising new areas of expansion, creating a strategy for reaching them, applying metrics to track and reinvest in your most successful marketing vehicles, and testing messaging to determine what resonates most with your clients and prospects, your company can maximize its potential for sustained growth.

By evaluating promising new areas of expansion, creating a strategy for reaching them, applying metrics to track and reinvest in your most successful marketing vehicles, and testing messaging to determine what resonates most with your clients and prospects, your company can maximize its potential for sustained growth.

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THE UPS STORE - MBE31-13950-038860257” x 10”7.125” x 10.125”6.5” x 9.5”300 dpi000 - Mail Boxes Etc., Inc.MagazineI make lotions that melt ...



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I make lotions that melt in your hand.But when it comes to printing,

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SMALL BUSINESS: YOU’RE NOT ALONE OUT THERE. Misty, owner of Just Wanna Melt, has a passion for

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caSe StudY

how one honeY and Bee ProductS BuSineSS grew itS BuSineSS—and itS marKeting

growing Your Buzz

Laura Kimball was a writer and editor when she headed out to do a story about a Supply, North Carolina beekeeper during the summer of 2003. Little did she know it would change her entire

At first, Kimball and Otto sold their products at a local farmer’s market, where they developed a loyal following. However, as the business grew, that weekly ritual was too demanding, so they began showing at large regional festivals such as Nashville’s Southern Cheese Festival. In January 2012, they invested in branding overhaul and an exhibit at AmericasMart, a permanent wholesale trade show in Atlanta, Georgia. Their 10’ x 10’ booth was done on a shoestring with a large print of bottles of honey backlit to show their beautiful color, display shelves made of hive equipment, and a red table draped with burlap to give it an earthy look. Their local UPS Store location helps them ship products to various show locations and helps them fulfill orders they receive.

career trajectory. Kimball fell in love with the bees and the “abandoned trade” of beekeeping, she says. When she told her husband, Jeff Otto, about her experience, he shared fond memories of a local beekeeper from his childhood. By the same time the following year, the couple had two active beehives.

As their bee farm grew, the couple began selling their honey and, eventually, beeswax products like lip balm and rub at local farmers’ markets. In 2007, they moved to the Nashville, Tennessee area and expanded operations. Today, TruBee Honey has distribution in approximately 30 states and has a brisk online retail operation. The company’s honey has received press coverage in major national magazines. As they’ve grown their business, Kimball and Otto also have been smart about scaling their marketing plan in a cost-efficient way. Here’s how they have increased promotion on a limited budget.

This evolution of showing at larger and larger venues helped them perfect their presentation while reaching increasingly broader audiences and expanding their national distribution. They have also begun sponsoring large events that appeal to their target market, such as Nashville’s Honeybee Festival. At each of these events, they use collateral materials, such as postcards created from Otto’s beautiful product photography. They work with their local UPS Store, to print collateral materials and other materials and documents. Their local UPS Store location handles a range of printing, from black-and-white copying to full-color brochures, postcards, and other collateral materials.

growing the ShowS01.


FocuSing on the target02.

The couple felt it was important to educate their audience about gourmet honey and keep a “personal touch,” Kimball says. During their farmers’ market days, they held honey tastings, serving tiny portions of seasonal honeys to show customers the flavor differences between them. Spring honeys have a light floral taste,

while summer harvests are fuller-bodied with notes of clover and herbs. By perfecting their presentation at grassroots farmers’ markets, the couple was well-prepared to sell their product to retail buyers at AmericasMart. Listening to customers has also led to important market adjustments. Their 12-oz. jar of honey was the first part of the company’s rebrand, but customers wanted a smaller size that would work for gift baskets.

“We weren’t so sure it was a good idea, but we ordered about 1,000 6-oz. jars for the holidays in 2012, knowing that one customer was interested in buying 300 already, and that 6-oz. jar turns out to be our best-selling size,” she says. Gathering this feedback via face-to-face interaction and social media has helped them develop their products and target their marketing to the upscale consumer.

alerting traditional—and Social—media03.Both Kimball and Otto, a photographer, had experience working with media and used that to their advantage. Otto shot beautiful photographs of the products and Kimball wrote concise, compelling news releases about TruBee, making it easy for media outlets to see a story with great artwork. This has resulted in coverage in foodie magazines such as Bon Appetit and Cooking Light as well as mass market publications such as InStyle and Country Living. It didn’t hurt that negative publicity about mass-produced honey from China made people more interested in locally produced honey. Capitalizing on that kind of national news is a good way to get attention.

While TruBee doesn’t use email campaigns, like many small businesses do, Kimball is a prolific Twitter user, and the company has an

active Facebook page. Both of these outlets are free and give Kimball a way to interact with customers and get their feedback. Since she has limited time to devote to them, she often repurposes content, having her tweets automatically post to the company’s Facebook page. The company also has a robust e-commerce-enabled website and blog. The UPS Store acts as their external office center, receiving mail, processing documents, providing notary services, and taking care of their precious bee shipments.

“As a mom-and-pop business, we don’t have a staff. We like the fact that The UPS Store staff—particularly Forrest, Barbara, and Tristan—are so friendly and often have our mail waiting for us before we walk in, “ Kimball says. “They really care about our business.”


Finding good PartnerS04.

As the company grew, Kimball and Otto needed to focus more on product development, promotion, and distribution, so they needed help. They hired seasonal employees – “about 10 or so” during harvesting season, Kimball says. They chose their local UPS Store as their outsourced office center, opting to receive their mail in the climate-controlled environment. Since they order bees, special handling is necessary, and The UPS Store receives the packages, which are literally buzzing when

they arrive, Kimball says. The staff knows how to handle the bee shipments and contacts her immediately to retrieve them. In addition, TruBee uses its local UPS Store to ship some of its products and print documents. Finding the right help has been invaluable as the business has grown, allowing the couple to focus on developing products and reaching new markets, Kimball says.

“We have always felt that if we build a loyal, local following that’s passionate about what we do, our brand will expand its reach as our local customers talk about it and buy our products for friends and relatives. While this makes for somewhat slow growth, it also makes for affordable growth. I mean, we’re beekeepers! It’s not like we’re a tech start-up in Silicon Valley, and we’re going to wake up overnight millionaires,” she says. “We didn’t invent honey, but we have been at the forefront of honey’s involvement in the gourmet food scene, and we emphasize the ephemeral nature of a honey harvest and the nuance that each vintage contains.”

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Financial ServiceS

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human reSourceS

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BuSineSS Planning

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isebusinessplansWhen Planning Matters

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it SuPPort

marKeting ServiceS

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vionic®

isebusinessdesignsWe Build Your Brand

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Wise Business Designs.The talented designers at Wise Business Designs work with you every step of the way to make sure your business is branded as you see it. Their success relies on your success. Services include business branding, logo design, business card design, and more. Exclusive 10 percent off design work now available to all customers of The UPS Store.

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human reSourceS continued


In addition to these special offers, The UPS Store Small Business Solutions produces the Small Business Blog smallbiz.theupsstore.com/blog, which includes tips to help you prioritize your time, drive sales, write marketing plans, manage employees, and much more. Want to bring special offers, news on The UPS Store products and services, hints and tips, and additional resources directly to your email in-box? Just sign up for our monthly enewsletter www.theupsstore.com/email.

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merchant ServiceSChase Paymentech.Chase Paymentech provides payment processing solutions to build your business. Their reliable state-of-the-art card processing systems, fast point-of-sale transaction processing, and premier payment gateway offer merchants multiple payment acceptance methods including: credit and debit cards, gift cards, international payments, and electronic check processing. No monthly fee for online reporting ($10 per month).

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the uPS Store Printing SolutionS

let uS helP You get the word out with ProFeSSional Printing SolutionS For Your Small BuSineSSTo grow your business you need to promote your business. And you can count on The UPS Store to help you look good. We can print and produce a wide variety of marketing materials with professional results.• Business cards, brochures, invitations • Banners, presentations, posters • Document finishing: binding, laminating, and more

Tight on time? Our online printing is a convenient and cost-effective way to handle all your printing needs with a quick turnaround. • Handle it right from your computer or electronic device • Upload, customize, preview, and submit your projects from anywhere• Thousands of templates to choose from To learn more, check us out online at www.upsstoreprint.com.

Want even more from The UPS Store? Get our monthly e-newsletter and receive special offers, tons of helpful hints and tips, and news on our products and services. To sign up, visit: www.theupsstore.com/email

the uPS Store Small BuSineSS Printing SolutionS

http://www.upsstoreprint.com

http://www.theupsstore.com/email

You’re Not AloNe. Stop IN, ANd do It All At the upS Store.

Stop by your local The UPS Store® to learn about everything we can do to help your business succeed. Visit The UPS Store online www.theupsstore.com to find a location near you.


Mail. print. pack. Ship. Whew.

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