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May
23, 2007:
Growing Your Entrepreneurial Spirit II
Interview
with Rieva Lesonsky, author of
Start Your Own Business
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Mike
Carruthers:
If
you haven't already, I'll bet you've thought about starting your
own business and maybe you think the only way to be successful
is to come up with something no one else has ever thought of.
Rieva Lesonsky:
You know what? That stops a lot of people, no don't
think you need to reinvent the wheel because you don't - all you
have to do is add your own touch to it.
Rieva Lesonsky,
Editorial Director at Entrepreneur Magazine and author of the
book Start
Your Own Business, says some of the most profitable small
businesses are hardly what you would call new ideas.
I live in Southern
California - there are new neighborhoods being built constantly.
Every new neighborhood gets a new strip center. In that strip
center, people need dry cleaners and food stores and hair salons.
And many of those
business owners are amazingly successful. In order for your
business to be successful, Rieva says, you need something very
important.
You need what
they call in marketing circles a "USP" (Unique Selling
Proposition) so you need to be able to sum up really succinctly
what makes your business (whether it's an Italian restaurant
or a service business) different than the twenty other businesses
that are just like that in your area.
And there's something
else you need to know about starting a successful small business…
If you want that
business to succeed it's not going to work if you're an absentee
owner. You have to be visible and present to everybody - that
means staff, customers, vendors and suppliers.
At somethingyoushouldknow.net
I'm Mike Carruthers and that's Something You Should Know.
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