In the value based business, the successful business owner or manager concentrates on the unique value that his or her business offers to its customers. This ‘uniqueness’ is discovered only through depth of thought and rigorous analysis of the reason and purpose that one is in business for in the first place.

It involves listening intently to what customers are saying and understanding their particular needs. Engaging customers at this level creates a close bond between the business and the customer. It creates opportunities for working with and through customers in a way that delivers results that are mutually agreeable.

Deep critical reflection is demanded to arrive at effective decisions that will deliver what the customer really wants, and not just what we may want to sell to them.

The three key elements that must be adopted to ensure customer focus, create value and transform both the value-based business and its relationships with customers are:

Adopt a ‘Customer Needs’ Driving Force

The mindset required for establishing a ‘customer needs’ approach must be imbedded in an understanding of the vision of the business, through a clearly articulated statement about what drives the business.

Such a driving force must be chosen by the business owner as part of setting the strategic agenda of the business. This then ensures that strategic choices are aligned to business capabilities, customers and markets and that these are properly differentiated and segmented within small business plans.

Adopting a ‘customer needs’ driving force results in products and services being developed by the value-based business around the current and future needs of its customers.

Build Strong Customer Relationships

Helping others get what they want builds strong customer bonds.

Use your business capabilities to help your customer strengthen their position in the market. This means tailoring your products and services to the needs of the customer, within the bounds and context of a mutually beneficial and trusting relationship.

This approach also applies to the internal environment of the business. The value chain of the business that extends to customers in the external environment begins in the internal environment as a series of processes.

People accomplish these processes. Seeing employees as customers, along a continuum of service, focuses business activities at the highest level in all its dealings with each other and external customers.

“What do you want to achieve?” and “How can we help you achieve what you want?” should always be the first words out of our mouths in addressing the needs of the people around us, both in our business and to the customer in the external world. Such questions display a degree of emotional intelligence in business.

Customer requests, feedback and complaints provide the opportunity to improve products and services by incorporating the valuable information that they contain.

Develop Strategic Partnerships, Alliances and Networks

Successful business owners join up processes between their companies and those of their customers in order to build an interdependent network of relationships that delivers greater returns to everyone.

When we work with and through others, we add value to what is on offer. This continuum of service and product delivery expands the reach of the value-based business and the customer.

Strategic partnerships, alliances and networks must never be entered into lightly. They must be built on a firm foundation and a shared value base. This is critical to ensure that products and services that are offered are not degraded or watered-down, in any way.

When forming such relationships it is paramount that the Mission, Vision and Values of the business are not compromised in any way. A partnership matrix framework that aligns these elements between prospective partners must be generated, as part of the business policy development process.

Business alliance and partnership relationships must be evaluated diligently before they are entered into. They require sound skills for negotiation and must be reviewed regularly as part of the business planning cycle.

The fury over the $300 billion of TARP money going to large banks is still some simmering in the minds of most Americans. To say this monumental giveaway program was unpopular is a euphemism. Needless to say, big banks have achieved well deserved disrespect as a result. But what about small community banks? Many of them did not receive a dime of TARP monies and are more likely to loan capital to small businesses. With this in mind, Obama recently unveiled his new Rescue Plan for small businesses at a town meeting in New Hampshire. Let us examine some of those details and see if it will deliver needed loan monies to our struggling 28 million small businesses.

First the facts. $30 billion is to be made available to small community banks, funded with the money recently received in payback from large banks who received TARP money. In other words, money from big banks recycled to small banks. Although it certainly seemed so, the government was not just giving away money under TARP. It invested capital into the big banks who pay it back. And, since many banks had it crammed down their throats, they have been all too eager to repay and free themselves of the Federal regulations–baggage that came along with it.

Bottom line. Can small businesses look forward to receiving loans now from these community banks, which haven’t been very willing to do so in the past? Without sounding like a politician, the answer is “yes” and “no”. I have good news and bad news. The bad news is it will take some time for such an initiative to be enacted and the money to start flowing. The good news: there are some banks right now who are lending, even without this program.

We should be aware of an existing SBA loan program that is working quite well without this new initiative. Believe it or not, there is a loan program out there and SBA lenders are actually making loans currently: the Community Express Loan Program. This gives unsecured small business loans between $5,000 and $50,000 with very little paperwork, answers typically in two days, interest rates presently at 7.75%, funding and two weeks, and monies wired directly to your business account. There are lenders participating in this program right now.

If you are a small business owner I would not hold my breath while this money starts flowing from the Federal government pipeline. In the meantime, make your application to community express lenders who are loaning currently.

With small business marketing and the internet the first thing a business will need is a well optimized website. Internet marketing for small business relies on a marketing plan and the website is the foundation of the plan. The website must be optimized for related keywords or phrases someone would use to find a business with. For some businesses a new website may be needed or an existing website will need to be tweaked.

If a website is more than a few years old it will definitely need some updating. With today’s web savvy population an outdated site will stand out for all the wrong reasons. With small business marketing the website is the first point of contact. The website or technically the web page, has to have a compelling message to grab the attention of the visitor. A website will have a half a second or less to say “HEY, LOOK HERE” (shouting intended).

Internet marketing for small business if done well can reward the business owner with an almost unlimited supply of new customers. If the search engines find a webpage with relevant content for a search term then the website that that page is on can gain first page placement in the search engine. The first page can receive over 90% of the search traffic for a term or keyword. We’ll talk about keywords more in a minute. The thing is, a website can dominate one page with more than one listing while showing up for multiple phrases on multiple pages. Depending on the term or keyword, there can be hundreds if not thousands of inquires for the term or phrase.

If you are a small business owner and you are not sure about your site talk to a SEM (search engine marketing) specialist not a website designer and here is why. Building a website is a technical function and a skilled designer can knock out a site pretty quick these days. Designers are now hiring SEM specialists to enhance their client’s web marketing needs. This is not to say that all designers don’t understand marketing or optimizing a website. You just want to make sure of the direction of YOUR marketing before designing the site

The SEM specialist will take the time to learn about you and your business in order to come up with a marketing plan that, number one fits a budget and is workable. A search marketing campaign follows a plan and the plan should have a way to measure the results. The technical function of building a site should come only after a solid course of action has been determined. The marketing plan can be put together in a few days after an initial meeting with a SEM specialist.

The SEM marketer needs to research your business to find a list of keywords that your best customer would use to find you on the internet. After a discussion with you and a review of the potential of the keywords, is when the website would be looked at. The Website should have one goal only and that is to compel visitors to take an action. The action can be as simple as to leave an e-mail address while requesting more information, make a purchase, book an appointment or call the business direct. Any one of these actions is called a conversion. Conversions are the goal.

When looking for someone or a company to work with on SEM for your business you will also hear about SEO which stands for Search Engine Optimization. If you look up seo or SEM at Wikipedia you’ll get similar definitions. Suffice to say Search Engine Marketing and Search Engine Optimization go hand in hand. In this article I’m addressing natural or organic traffic, there is a lot more that the seo/SEM specialist will take into consideration when organizing a plan for a business. SEM and SEO best practices overlap.

To get started marketing your business on the internet get a hold of a SEM/seo specialist. And I also want to mention that you shouldn’t get too hung up about speaking to someone that says they are a specialist for your industry. Smart businesses look outside their industry for ideas and inspiration all the time. With seo and SEM you are looking for someone that understands what it takes to get a website to the top of the search engines. Looking at a specialist that only works within one industry may result in a myopic solution. The search engines reward uniqueness, this is one time when doing what everyone else in your industry is doing may not be the right thing for your business future.

What is the ultimate, final, or fundamental internet marketing plan for small businesses…if such there be.

Thousands of small business owners already have lots of internet skills, others are just beginning, and both groups have great ambitions and ideas. So what is the common thread necessary for you and other members of either group to be successful?

It’s the willingness to dig in, realizing that at least in the beginning, money is not your only investment. You must also be prepared to invest many hours of dedicated work to getting your internet marketing plan off the ground.

Have you studied the market? Do you know what your competition is doing? Do you know what your basic objectives are? When you’re sure you can answer yes to these questions, then you’re ready to being making detailed objectives for your internet marketing plan.

First: Decide how many hits per day you want on your site and what you want readers to do when they link onto your site. Do you want them to download information? Buy an item? Do both or do something else? Make sure the answer to that question is evident to your internet visitors.

Second: Identify your marketing focus and your target audience and then determine the keywords for your marketing campaign. Remember that discovering and utilizing keywords on your website are both absolutely essential for Search Engine Optimization or SEO. It is also important that these keywords be popular everyday words which describe your product and appeal to your audience. What are you selling and to whom?

Third: Is the value of your product equivalent to the selling price? If you are selling a product are you selling it at a reasonable price? If you are selling information, look at the information from the customer’s point of view and ask yourself what the content is worth, either in future earnings or just in the importance and helpfulness of the information itself? Then set a fair price, maybe what you would pay for comparable information.

Fourth: Decide what are the best internet tools to accomplish the goals you have set for yourself, and then decide which ones to use and how to integrate them into your plan.

Fifth: Do it…whatever it takes. Set a schedule for yourself to carry out your plan as outlined above and after that – JUST DO IT!

Many people open their own business without proper planning and then wonder why it ends in failure. The most important thing you can do to prevent from joining them is the one thing that many new businesses fail to do; write a business plan. This is not the formal document you read about in books that you write and then throw in a drawer and never look at again. It is a plan that will allow you to determine the potential of any business you are considering and show you exactly what you need to do to achieve success.

Make sure your plan is a living document that is constantly updated and based in reality. Many people make the mistake of being too optimistic when it comes to projected sales and almost blind when determining expenses. The best way to keep your numbers closer to what you will actually see is to get advice from professionals. Have your lawyer and your accountant review your plan and give you feedback. The money you will spend for this advice will almost certainly be the best you ever spend. They can tell you if any of your thinking is out of line and they will probably offer suggestions you had not thought of.

Finally, you will want to consult with other business owners. Try to find owners from a wide variety of businesses, not just the kind of business you are considering. Ask them what kind of challenges they had to face when they started and how they survived them. Ask them what they would have done different.

You can put yourself in a safe and secure financial position by owning your own business, but to do so you need to make sure you go about it in the right way. If you write and update a business plan based in reality and seek out and follow the advice of professionals and other owners, you stand a very good chance of finding the business success that will give you the financial independence and security you seek.