BlogSmall business, Marketing, Promotion and Web Design

About every two months one of the computer magazines - be it ComputerShopper, PC Magazine, PC Wworld or any other publication - comes out with this flashy and attractive idea of “cheap computer”. Whether it’s a cheap laptop or cheap desktop - it’s always a good thing, you should save a bunch of money and feel good. Right? Right?

Not so fast. The cost of your computer is not only that number on the receipt or a credit card statement. At least - not for a small business owner. While it is widely perceived that small businesses should live on a shoestring budget and (widely used example) reuse old home computer for their businesses, the idea isn’t quite perfect.

The reason in a so-called “cost of ownership” that most starting up business people have no idea of. If you know what that is - skip to the next paragraph. In layman terms the “cost of ownership” is how much you spend (or loose) by owning that specific tool or service. For example, if you have an old car that you use to deliver widgets to your customers, the cost of ownership would be all the money spent on repairs and parts to make sure your car will be running tomorrow.

But what’s the cost of ownership for an old PC? There aren’t that many parts to replace and no oil or gas to refill. However, what that old PC would probably hit the most is your time - because it’s old and slow. Sure you can upgrade it - add memory and new hard drive, but the old thing would still be a bit sluggish. So instead of booting up in less then 45 seconds it will boot up in three minutes. Add another minute to start your inventory app - be it something proprietory or plain old Excel. Add some more time on number crunching and some more to process your accounting sheets. A minute here, a minute there, just a little slower saving or loading - and you’re looking at an extra hour or two for a day. That’s about 6 working hours wasted for a week - if you have Sunday off. Bad news - now you have to work on that Sunday, since you are loosing 6 hours of productive time from Monday to Saturday.

So what now, does every small business enrepreneur should rush off and buy a shiny new laptop or speedy new desktop? Perhaps, but only if you feel like your system could be more responsive. It’s hard to give any kind of specific advice here. My guess is that even if you bought your PC (desktop or laptop) only two years ago - you didn’t purchase the latest and greatest piece that was out there. Most likely even then it was a low or medium level PC with only enough RAM and hard drive space to make it worth purchasing. Upgrading it won’t really improve your situation - so maybe a little research on the internet and extra couple of hundred dollars will buy you a much better rig that will save you more then just money - your precious time.

Popularity: 43%

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This Saturday is hard. Not only I had to get up at 7am - pretty early for me on any given day, let alone Saturday. I had to drive all the way to Long Island. As I am blogging this, I am sitting in the lobby on Long Island Marriott Hotel & Conference Center. This is March 2008 and it’s almost 30 miles from New York City. The cell phone even shows 3G network. Which I am comfortably using.

Guess what? The wireless internet connection that is redundant and free less then 30 miles from here costs $2.95 for 25 minutes, with $.25 each additional minute. Or you can pay $19.95 per 24 hours of wireless internet. It’s a same scam that other hotels running.

Imagine a hotel charging you additional money for using a water fountain. Or a restroom. Or timing you sitting in those supposedly comfortable chairs in the lobby. Two dollars per 30 minutes of sitting, after your time expires some hotel worker comes to your chair and throws you out unless you pay more money. Personally, I don’t see any reason why hotels wouldn’t do that.

One might argue that the infrastructure costs money. Sure it does, but I’d be delighted if someone would provide any real-world numbers as to how much hotels make off of the paid internet connectivity. And how much they loose. Being a small business owner myself, I am very conscious when it comes to additional and hidden charges. So if I would come up with the idea of having a seminar here or there, the fact that anyone coming to my conference (say it’ll last for 4 hours) would have to cough up anywhere between 12 and 20 bucks just to check their e-mail, take their notes online or blog about the event would be embarrassing.

Of course, it’s capitalism out there and people wouldn’t stop having meetings and conferences and seminars at hotels just because of outrageous prices for internet connectivity. Bus someone must bring hotel management up to speed with the outside world. Next time some doctor decides to have a meeting at a hotel’s conference center this Marriott may just be out of luck. Just because people use internet more then for 25 minutes at a time.

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As I was looking a the chart in my previous post (Are You Tired Of Browser Wars?) I realized that even this skim on data can provide enough for cheap marketing analysis. Since we’re not presenting a case study here let’s look at possibilities that small business can extract from data they already have at their possession.

The chart on the left presents the browser shares for this blog. The picture is very different. Internet Explorer has got only 56% of visits with 41% belonging to IE 7 (dark teal piece). Only 15% of you, readers of this blog, hadn’t update your Internet Explorer to the latest version, keeping your version 6 (green piece on a diagram). You are exposing yourself to much more vectors of attack then those who have IE 7. Total share of all Firefox visitors is a whopping 40% (dark orange piece of pie). Of course the picture is a bit skewed by my own visits, since I write posts via Wordpress admin. But 40% looks too damn impressive. The little salmon-colored piece is a representation of Safari users - 2%. Opera - less then 1%.

What looks interesting to me is that while this blog is all about small business, most people who read it are much more computer-savvy then visitors to our client’s web site from last post. If you a starting entrepreneur just by looking at your stats you can learn a lot more about your audience. If your audience is computer savvy - you can talk more technical to them, use more sophisticated online selling tools and techniques. If your audience looks like the picture from previous post’s diagram - then you should resort to simple and proven methods, like simple contact form, phone contact, direct mailing and so on.

On the other hand - this may be your chance to find out that despite your efforts the audience that looks at your web site is just the wrong crowd.

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