Startup

Kit

At the NASE, we know what it takes to start, run and grow a small business. After all,
weve been helping entrepreneurs achieve their dream of business ownership since 1981.
Our educational resources are geared toward the self-employed and micro-business
owners, people just like you who need straightforward information and answers.
Thats why we created this NASE Startup Kit: 10 Things You Need To Know To Start
A Business. It tells you about the basic things so many entrepreneurs overlook. It shows
you what to do to successfully launch your new venture. And it points you toward
additional resources you can turn to for more in-depth information.
Congratulations on your new venture. And let us know how we can help.
Mark Nicholson has been an NASE Member since 2006.

10 Things You Need To Know To Start A Business

1. Think Of Yourself As A Business Owner
2. Choose The Right Business Structure
3. Know The Legalities Of Operating Your Business
4. Know Your Tax Responsibilities
5. Properly Fund Your Business
6. Develop Good Financial Habits
7. What You Dont Know Can Hurt You
8. Understand The Importance Of Marketing
9. Make A Great Impression
10. Protect Yourself
Startup Checklist For Entrepreneurs

1. Think Of Yourself As A Business Owner

Sounds easy. But, too many entrepreneurs who
launch new companies dont know the everyday
nuts and bolts of running a business.
They may be a great plumber or writer. They understand their
trade. But they dont know how to run a business, says Gene
Fairbrother, the lead small-business consultant for NASEs Business
101 program. They dont know that they have to market the
business, keep track of finances and do all the other things it takes
to run a successful business.
Business owners rarely perform only one function. Instead they
often juggle numerous tasks. Heres a quick rundown of the
necessary chores you can expect to encounter:
Bookkeeping, record keeping, bill paying and financial reporting
Client billing and payment collections
Marketing your business

Develop your business plan

Being a successful entrepreneur requires not only being well
versed in the particulars of running a business, but also seeing
the big picture. And that means having a business plan.
As a startup, your business plan needs to address:
Specific descriptions of the products and services you
want to offer
Your target customers and their needs
How you will market your business to reach those customers
and the cost of that marketing
Your financial projections, including how you will finance
the startup, cash flow projections and a break-even analysis
How you plan to allocate your time and other resources to
get the results you want

Keeping up with federal, state and local regulations

If youve never seen a business plan, check out more than 500
free ones at bplans.com. You can choose from different categories.
Find one closest to your type of business and read it over to see
what kinds of information the plan addresses.

Completing and filing tax forms as well as making timely

tax payments

But dont get analysis paralysis. Your plan doesnt have

to be formal or cumbersome to be effective.

Hiring and firing (and following the legal guidelines that

come with those tasks)

Im not a big advocate of detailed business plans that go on

and on for 50 pages, Fairbrother says. But I do think you need
a good overview that goes out 12 to 18 months.

Upgrading technology (like computers and smartphones

and Wi-Fi)

Performing customer service

Taking care of administrative tasks, like buying office supplies
and answering the phone
Planning for your eventual retirement
Add to all of that your actual workas a graphic designer
or landscaper or consultant. The demands on your time and
knowledge can seem overwhelming.
As a new business owner, you dont have to master every task.
You can hire help. But you have to know enough to ensure that
every critical area of your business gets the attention it deserves.

Be aware of your surroundings

Even if youre a solo entrepreneur, you need to know whats
going on around you.
That means keeping an eye on what your competitors are doing.
It also means understanding whats happening in your city
and staying in touch with national policies that could have
an impact on your business.
Pay attention to what is going on in your community, in your
state and in our nations capital, says Kristie L. Arslan, executive
director of NASEs Washington, D.C. office.
Decisions and laws that can affect your ability to start, manage
and grow a successful business are made at all levels of government.
If you keep abreast of the economic, regulatory and political climate
around you, you can weigh in on debates regarding key issues that
could affect your business.

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NASE Member Ron Wilson: My business depends on winning and keeping the publics trust.

The NASE can help

Visit the NASE Legislative Action Center for up-to-date information about national
policies regarding small-business taxes, regulations and other legislative priorities.
The consultants at our Business 101 program can answer
your questions about business plans and other startup issues.
Learn more about becoming a small-business owner with
these articles from the NASE:
Learn To Lead: Polishing Your Leadership Skills Can
Pump Up Your Business
The Delegators: NASE Members Find That They Cant
Do It All
Words Of Wisdom : NASE Members Offer Advice
For New Business Owners
Back To Basics: NASE Members Find Ways To Make
Old-Fashioned Business Basics New Again

2. Choose The Right Business Structure

Almost every new business owner asks this question:
Whats the best legal structure for my business?
Unfortunately, theres no single answer, says Gene Fairbrother, the
lead micro-business consultant for NASEs Business 101 program.
For the majority of individuals starting a business, this is
an area where you will need to get professional guidance,
Fairbrother says.
That guidance should come from an attorney and a tax professional.
But, you should go into those consultations armed with knowledge.

Choices to consider
You have four choices for your legal structure:
Sole proprietorship
Partnership
Corporation
Limited liability company
From a tax standpoint, the entity form you choose is not going
to make a material difference in the amount you pay, says NASE
National Tax Advisor Keith Hall. Choosing the correct structure
should not be a tax decision but is more about liability issues,
employee issues, how you see your company in the future and
other issues. Its all about planning.

Each type of business structure provides advantages and

disadvantages. The only way to know which structure will work
best for your new business is to review financial, personal and
tax liabilities as they apply to you.

Sole proprietorship
This is a business owned and operated by one person. The
simplicity of the sole proprietorship makes it an attractive option
for new businesses.
The sole proprietor may or may not have employees. Creating
a sole proprietorship requires minimal paperwork. The owner
of a sole proprietorship reports business income and expenses
on Schedule C, Profit or Loss from Business, which is filed with
your personal tax return.
But there is a rather big drawback: personal liability. The owner
of a sole proprietorship is personally liable for all business
debts and obligations, including litigation.

Partnership
A partnership is a legal entity with more than one owner.
It offers many of the same benefits and drawbacks as a
sole proprietorship.

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Choosing the correct business structure

should not be a tax decision but is more
about liability issues.
Owners can be either:
General partners, with each liable for all debts and actions
of the company
Limited partners, where liability is limited to the extent
of the individuals investment in the company
Written agreements are a must-have for partnerships.
A partnership agreement will spell out how control is divided
among the individual owners. A buy-sell agreement is
necessary for business continuity of the partnership in case
one of the partners dies, becomes disabled or wants to leave.
Profits and losses from the business pass through to the partners,
who report that information on their personal tax returns.

Corporation
Business owners who choose to incorporate cite two main reasons:
1. Personal liability for losses is limited
2. Certain tax advantages
But there is no guarantee that either of those benefits will
apply to you.
Whether you can take advantage of the benefits offered through
incorporation depends on your type of business and your particular
facts and circumstances. Again, consult a tax professional and
an attorney.
If you decide that incorporation is right for your business, you must
also decide which type of corporation will work best for you:
C corporationMay have an unlimited number of shareholders
and may issue various classes of stock (e.g., common, preferred).
S corporationIs limited to 100 shareholders and may issue
only one class of stock.
Shareholders of S corporations report the pass-through of income
and losses on their personal tax returns. This avoids the potential
double taxation of C corporations, where income is taxed once
at the corporate level and again at the individual level when it is
passed through to shareholders in the form of dividend income.
There are other important differences, too. A tax professional and
attorney can help you decide which structure will work best for you.

When forming a corporation, you must follow strict legal

formalities, such as:
Preparing and filing articles of incorporation with your
states secretary of state
Payment of filing fees to the state
Drafting formal bylaws governing the operations of
the corporation
All shareholders of the corporation (even if thats just you) must
also follow corporate rules and observe corporate formalities,
such as holding annual meetings of shareholders.

Limited Liability Company

An LLC is a hybrid structure that falls between a sole
proprietorship or partnership and a corporation.
LLCs can have one owner or an unlimited number of owners. The
owners are called members. The LLC structure protects members
from personal liability for the companys obligations and debts.
Like a partnership or sole proprietorship, the profits and losses
of an LLC will pass through to the LLC members who report this
information on their personal tax returns, if the LLC chooses to
be taxed as such. An LLC can also choose to be treated as a C or
S corporation, but it will lose the pass-through taxation benefits
afforded partnerships and sole proprietorships, and the number
of members is limited.
Sound confusing? It can be. Thats why getting help from
professionals is so critical.

The NASE can help

These NASE resources will help you learn more about
choosing the right business structure for your new business:
Business 101 Experts
Gene Fairbrother, the lead micro-business consultant
for NASEs Business 101 program answers questions
about starting a business, strategic development
and more. Ask your specific question online and get
a confidential answer.
TaxTalk Experts
NASE National Tax Advisor Keith Hall, a certified public
accountant, answers tax questions related to startup
expenses, tax responsibilities and more. Ask your specific
tax question online and receive a confidential answer.
Tax Resource Center
Learn about your tax responsibilities. Find links to helpful
information. Use the online calculators. Its all available
at the Tax Resource Center.

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3. Know The Legalities Of Operating Your Business

Many new business owners are shocked at the
number of actions they need to take to open
and maintain a legitimate business.

As your business grows, youll encounter many other legal

matters that will benefit from the guidance of an attorney, matters
such as confidentiality agreements, succession planning or the
sale of your business.

Legal issues arent something you want to ignore or neglect.

On the other hand, not every legal matter requires the assistance
of an attorney.

But in the meantime, here are few startup legal matters that
attorney Ferguson says you can probably handle on your own.

There are some things you can probably do yourself, says Jim
Ferguson, a licensed attorney and NASE legal consultant. But,
there are other more complex issues for which youd be better
off using an attorney who is an expert in business law.

Choose a business name

Ferguson recommends getting the assistance of an attorney

for legal matters such as:
Determining the right business structure for your company
Drafting partnership agreements
Reviewing commercial leases
Understanding employment laws
Drafting or reviewing employee handbook provisions
Understanding and adhering to corporation formalities
Protecting intellectual property, including patents and trademarks

In the business world, DBA stands for doing business as. Its
known in some states as an assumed name certificate. A DBA
is the official, legal recognition of your business.
You dont necessarily need a DBA to do business under your own
name, such as Sue Smith. But if you want a more descriptive name,
such as Sue Smith Financial Services, then you need a DBA.
For sole proprietors, getting a DBA is the easiest and least expensive
way to legally operate under a business name. But, DBAs are also
handy if you operate a legal business entity such as an LLC. DBAs
permit a single business entity to operate multiple businesses
without creating a separate legal entity for each business.
A DBA can also prevent other businesses from using your name.
In many instances, a DBA is required before you can obtain a state
or local business license.
If you decide that an assumed name is right for your small
business, heres the process you should follow to register a DBA:

The penalties
for breaking
the rules can
be steepfrom
hefty fines to
actually shutting
down your
business.

Choose a name for your business.

Confirm the name is available. In some states, DBA registration
is handled through the secretary of state. In other states, you
register your assumed name with the county clerks office.
Whichever agency conducts the registration can tell you about
the procedures that are required.
File your DBA. This usually requires submitting a simple form
and paying a nominal fee. Filing your DBA gives you legal claim
to the business name.
With a DBA, you can use your assumed business name to open
a business bank account, apply for business credit cards, get a
telephone listing and handle other legal matters.

Get a federal employer identification

number from the IRS
Most small businesses benefit from having a federal employer
identification number, or EIN.

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Sole proprietors are not required to get an EIN unless they

have employees. Instead, they use their Social Security number
as their tax identification number. Most other business entities
are required to have an EIN.

Apply for state and local

business licenses

Getting one is easy and shouldnt require the help of an attorney.

But depending upon your business type and location, you may be
required to get a license through your state. Ferguson recommends
that you learn about state licenses by visiting the website for your
secretary of state.

You can apply online for an EIN at the IRS website. You
simply answer a few questions, and after validations are
completed, the IRS will immediately issue you an EIN. You can
download, save and print your EIN confirmation notice.
This EIN is your permanent number and can be used immediately
for most of your business needs, including opening a bank account
and applying for business licenses.

The NASE can help

Learn more about keeping your startup legal with these
NASE resources:
Business Law Experts
Let the NASE Business Law Experts answer your questions
about many of the legal issues facing new business owners.

Local business licenses are usually handled by your city or county.

For many states, simply type www.sos.state.StateInitial.us in your

Internet browser. So, if youre in Texas, type www.sos.state.tx.us.
If youre in Georgia, type www.sos.state.ga.us. The state website
should tell you how business licensing is handled.

number and more. Ask your specific question online and

get a confidential answer.
You Can Go Home Again: Know The Rules Before
You Swap Commercial Space For A Home Office
Local Politics: How To Make City Hall Work For You

Business Strategy Experts

Gene Fairbrother, the lead micro-business
consultant for the NASE Business 101
program, answers questions about
getting a DBA, a tax identification

4. Know Your Tax Responsibilities

Planning for taxes can spell the difference between
success and failure of your small business.
Thats why every startup needs to understand their
tax responsibilities.
Depending on your type of business, the business structure
you choose and the location of your new business, you may
be responsible for:
Self-employments taxes, which includes Social Security
and Medicare
Estimated taxes
Federal and state income taxes
State and local sales taxes
Federal and state unemployment taxes

Self-employment taxes
Perhaps the most overlooked tax responsibility for startups
is the self-employment tax.
Most people have heard about self-employment taxes,
says NASE National Tax Advisor Keith Hall, a certified public
accountant. But, theyve never had to do anything about them.
The employer did everything. So for new business owners,
the biggest tax surprise is usually self-employment taxes.
When you had a corporate job, your employer sent an amount
equal to 15.3 percent of your wages to the federal government to
cover taxes for Social Security and Medicare (also known as FICA).
Half of that total came out of your pocket. The other half came
from your employer.
Now that you have your own business, you
get to pay the whole share of FICA.

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NASE Member Caren Williams: I had to get really

creative and think outside the box to reach people.

The NASE can help

The NASE offers books, blogs, webinars, online consultants and other educational
resources to help you learn about your tax responsibilities.

TaxTalk Experts

Tax Webinars

Read answers to questions asked by

other micro-business owners and ask
the CPAs specific tax questions about
your new business.

Are startup costs deductible?

NASE Tax Resource

Center

And more

Quick tax calculators

Schedule C planning tool
Interactive tax calendar
Prepare your taxes online and e-file
Links to IRS forms and publications

If you worked for a boss, your employer would withhold part of

your wages and send it to Uncle Sam to pay your federal income
taxes, much like the withholding of FICA taxes.

How do you pay yourself?

Using a business account

Schedule C: from A to Z; The Sole

Proprietors Guide to Tax Savings

Up-to-date tax news

Estimated taxes

Estimated tax payments

If youre a sole proprietor, this book will give you

straightforward answers for preparing and filing
you income tax returns. The book was written by
two certified public accountants, NASE President
Robert Hughes and NASE National Tax Advisor
Keith Hall. Youll find a line-by-line breakdown of
the Schedule C and home office deduction tax forms.

Your estimated taxes should reflect your familys total expected

tax liability. That tax liability will depend on many items, including:
Amount of family income
Itemized deductions

But as a self-employed business owner, youre the boss, which

means youre responsible for paying those income taxes.

Withholding from an employer

The government expects those taxes from you every quarter. Theyre
called estimated taxes. And if you dont pay them on time or if you
underpay, youll also owe the government penalties and interest.

Amount of business profit or loss

Estimated taxes can be confusing, especially for business owners

who are new to self-employment, says Hall. But figuring them
correctly and paying them on time is critically important.

Number of dependents
For more information about calculating estimated taxes, download
IRS Publication 505, Tax Withholding and Estimated Tax from the
IRS website, and visit the NASE Tax Resource Center.

Tax planning

Sole proprietors, partners, LLC members and even S corporation

owners who receive pass-through profits may be required to pay
estimated taxes, depending upon their total tax liability for the year.

There are a host of other taxes your business may be responsible

for paying, such as:

Generally, if you expect to owe $1,000 or more in taxes for the

year, you must make quarterly estimated tax payments.

Business property taxes, depending on the tax regulations

in your state

Whether or not you need to make estimated tax payments

is determined by your familys total tax position, not just the
business, explains Hall. For example, if your spouse works and
has enough withholding from that job to cover your tax liability,
then you would not have to make estimated tax payments.

Federal and state unemployment taxes, if you hire employees

Sales tax, if you sell taxable goods

The sheer number of different taxes can be overwhelming

to new business owners.

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The biggest mistake new business owners make with regard to

taxes is lack of planning, says Hall. If you do the planning, you
wont be surprised by your tax responsibilities.

Hall recommends that new business owners get these IRS

publications for starters:

By planning, youll be more likely to pay your taxes on time so

you can avoid paying penalties and interest. Tax planning also
makes you aware of credits and deductions that can change
each year, says Hall.

Publication 463, Travel, Entertainment, Gift, and Car Expenses

Publication 334, Tax Guide for Small Business

Publication 505, Tax Withholding and Estimated Tax
Publication 587, Business Use of Your Home

If you dont plan, you cant take advantage of many tax credits,
deductions and other opportunities that will save you money.

5. Properly Fund Your Business

Money gets your new business up and running.
It keeps it running. Money also keeps a roof over
your head and feeds your family while your new
business finds its legs.
You need to do the proper financial projections to start your
new business, says Gene Fairbrother, the lead micro-business
consultant for NASEs Business 101 program. For example, if
you just get $15,000 to start your business, but you actually
need $50,000, then you have to bootstrap.

As Fairbrother explains, bootstrapping means getting along with

less. Its a way of funding your business with the cash that your
company brings in. That means only spending as your cash flow
allows. And cash can be tight when youre just getting started.
So rather than bootstrapping, Fairbrother recommends trying
to acquire a loan to get your new venture started.
Here are some financing options to consider.

Traditional lenders
A traditional lender should be the first financing source to
consider. Think banks, credit unions and non-bank lenders
such as finance companies.
Most lenders have a small-business department. Some also
administer SBA loan programs. Start with the bank or credit
union where you have your business accounts.

Venture capitalists
Venture capitalists want to make money for their firms and
their investors. So it makes sense that they look for firms with
high, fast profit potential. If you think that describes your startup,
a reputable place to begin your information search is at the
National Venture Capital Association.

Dont forget
Uncle Sam
when youre
looking
for cash.

Government sources
Dont forget Uncle Sam when youre looking for cash.
The federal government offers programs that:
Assist women, minorities and military veterans
Provide short-term capital needs
Help fund exporters

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The NASE can help

Learn more smart ways to finance your startup business.
These NASE articles can help:
The BEST Financial Decision I EVER Made! NASE
Members Reveal Their Smartest Financial Moves
Working In The Trenches: Military Veterans
Get Entrepreneurial Help
Bootstrap Your Way To Business Success:
Do-It-Yourself Financing Is Back!

Stimulate business development in enterprise zones

And more
Begin your search for a loan program online at the U.S. Small
Business Administration. At the website youll find information
about the different types of loans, application requirements
and more.
You can also use the Loans and Grants search tool at Business.gov
to get a list of financing programs for which you may qualify.

SBA Microloans
The SBA Microloan Program provides small, short-term loans.
The SBA makes funds available to specially designated
intermediary lenders, which are nonprofit community-based
organizations. These intermediaries make loans to eligible
borrowers. The maximum loan amount is $50,000, but the average
microloan is about $13,000.
You can use microloan funds for:
Working capital
The purchase of inventory or supplies
The purchase of furniture or fixtures

Small-time cash
If your financial needs are so modest that you cant interest
a lender or get a microloan, you have other financing options.
For instance, you may be able to secure a personal loan from
a lender. You might also consider borrowing money from family
and friends. If you opt for this route, be sure to put all agreements
in writing. The document should specifically address the schedule
of repayment, interest rate and consequences of default.
Credit cards can be a financing tool, too. But be careful. Only use
the cards to purchase materials or equipment that you can pay
off quickly so you dont incur enormous interest payments.

NASE Growth Grants

The NASE can help you launch your business with a business
development grant worth up to $5,000. These grants can be
used for marketing, advertising, hiring employees and to meet
other specific business needs.
The grants are available to NASE Members in good standing,
and you must meet other eligibility requirements.
Learn more at NASE Growth Grants.

The purchase of machinery or equipment

6. Develop Good Financial Habits

For many new business owners, managing finances
is the last thing they want to do.
In reality, it should be at the top of your to-do list.

consultant for NASEs Business 101 program. They dont track

income, expenses, taxes, revenue, profit or cash flow. They
need to have monthly financial statements. They need to use an
accounting program. And they need to crunch the numbers.

The biggest mistake that puts people of out of business is poor

financial habits, says Gene Fairbrother, the lead micro-business

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Open separate business accounts

The first financial rule for new business owners: Dont co-mingle
your personal accounts and your business accounts.
There is no formal IRS requirement that your business maintain
a separate bank account, says NASE National Tax Advisor
Keith Hall, a certified public accountant. However, keeping your
personal activity and the activity of the business separate is critical
to maintaining accurate accounting and tax records.

The NASE can help

These NASE articles can help you learn more about
good financial habits for small-business owners:
Smart Money: Everything You Need
To Know About Profits
Being Fort Knox: 3 Steps To Protecting
Your Money

Keep good records

Read The Fine Print: 4 Steps To Stay

Credit Card Savvy

Timely and accurate record keeping is the only way to know how
your new business is performing financially.

Fatal Errors: 9 Financial Mistakes To Avoid

Finances

For that reason, a shoebox is not the appropriate place to store

your business receipts. You need a filing method that lets you keep
all receipts in an organized fashion. If your accountant or the IRS
asks you to produce a receipt to prove income or expenses, you
need to be able to find that piece of paper.
A software accounting program is an excellent way to track
the financial progress of your new firm. And there are dozens
of reasonably priced programs to choose from. Be sure to get
a program that lets you:

Smart

Money

Everything You
Need To Know
About Profits

Ownership

By Don Sadler

Its not what you make,

but what you keep.
While its not clear who
first uttered these words of
financial wisdom, anyone
whos been in business
for any length of time can
attest to their accuracy.
Sales may be great, but
business success ultimately
hinges on your ability to
earn a profit.

Finances

Being

Fort Fatal Errors

Knox9

Profit is the amount of

money thats left over after
you pay all the expenses
incurred to manufacture
and deliver your products
or services and operate
your business.

By Don Sadler

Financial Mistakes To Avoid If You Want

To Survive The Economic Downturn

In the best of times, making financial mistakes can set a

micro-business back. In tough economic times like were
facing today, though, making those same mistakes can
be fatal.

3 Steps To Protecting
The financial crisis that has rocked our nation over the
Your Money
past year has made small-business success that much

more difficult, magnifying financial missteps even more

than usual. To dodge the landmines that may lie ahead,
By Phillip M. Perry
consider these nine common micro-business financial
Cash is the lifeblood of your business.
You need
mistakes
anda steady
how you can avoid making them.
supply for everything from paying rent and buying supplies to
purchasing inventory and meeting payroll.

Input income and expenses

Becoming A Stranger
To Your Banker

Keeping your money safe is critical to survival. But how secure

is that bank or money market fund where you park your cash?

20

SElF-EMPlOYED may/JuNe 2010

been a time when its more important to

Until recently most of us gave littleThere
thoughthas
to never
that question.
For many decades financial institutions
seemed as with
sturdyyour
as banker about everything thats
communicate
the marble pillars that once graced going
their porticos.
on in your businessthe good, the bad and the

ugly, says
small-business
Times have changed. The housing meltdown
eroded
the fortunes expert Jim Blasingame, host of
theMutual
syndicated
Small Business Advocate radio program and
of such financial giants as Washington
and Wachovia.
of affected.
Three Minutes to Success (SBN Books, 2006).
Hundreds of smaller institutions are author
also being

Produce reports and financial statements

You can earn

higher interest
by investing
your working
capital in a shortterm certificate
of deposit.

Manage accounts receivable and payable

Create a budget for your business

Understand financial statements

The foundation of good financial habits is learning to understand
the basics of financial statements. They consist of three
main components:

Dont be a cave dweller, Blasingame says. Tell your

banker about your concerns, ask for help. In short, make
your banker a true partner in your business. Remember:
Your banker should be your business best friend.
He recommends that small-business owners have at least
two banking relationshipsone of which is with an
independent community bank.

This is because community banks are locally owned

and managed and are more likely to weather an
economic downturn than the large banks, he explains.
In past recoveries, he continues, there was a healthy
credit industry waiting for small-business borrowers
to come back. But this time, there will be fewer credit
players, so small-business owners will have to maximize
all credit opportunities available by building better
banking relationships and being more creative with
capital acquisition.

And banks are not the only victims. Last year, the nations
SELF-EMPLOYED
oldest money market fund
the cash of march/april
more than 2009
20 froze
400,000 customers for an extended period of time.
The harsh truth is this: If your moneys in the wrong hands, you
may wake up one day to find you cant get the cash you need to
stay in business.
When it comes to the health of our financial institutions,
we took a lot for granted in recent years because things
were running nicely, says Marilyn J. Holt, a Seattle-based
consultant specializing in business planning and mergers and
acquisitions. But today we are in an upheaval so we have to be
more vigilant. If you want to be in business in 2020,
you need to be very conservative with your money.
Here are three steps to protect your working capital and your
business savings.

SELF-EMPLOYED march/april 2009

from the beginning to the end of the period being measured,

such as a month or a year. The cash flow statement shows how
and when your business produced inventory, made sales and
received payments.

Balance sheet

Be vigilant with cash flow

Income statement (also known as the profit and loss statement)

Cash flow is the life blood of a small business.

Cash flow statement

If you make hundreds of sales to customers, but you dont collect

the money youre owed for those sales, then you have no cash.
And you need cash to pay business expenses.

Think of a balance sheet as a snapshot of your business financial

position at a particular time, such as the first of every month or the
end of every quarter. It shows what your company owns (assets)
and what you owe (liabilities). Current assets include such items
as cash reserves and accounts receivable. Current liabilities are
the short-term expenses necessary to finance the operation of
your business, such as payroll and accounts payable.
The income statement tells you how much money you made
(or lost) during a given period of time, such as a month or quarter.
It subtracts all your expenses and taxes from your revenue to
show you your net income.
The cash flow statement ties the balance sheet and income
statement together. It shows the changes in your balance sheet

You can (and should) take steps to optimize your cash flow.
Try these:
Bill customers as soon as possible (such as when you deliver
a product or complete a project)
Develop strict payment policies (such as, payment due
within 30 days)
Make your customers aware of your payment policies
If a payment becomes overdue (even by one day),
contact the customer

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7. What You Dont Know Can Hurt You

The most dangerous question is the one you
dont know exists, says Gene Fairbrother, the
lead micro-business consultant for NASEs
Business 101 program.
Fortunately you have hundreds of resources at your fingertips,
either online or probably a short drive from your office.
Start with the NASE Succeed Scholarship program. These
scholarships are designed to help NASE Members pay for
continuing business education. Members can apply for a
scholarship of up to $4,000. You can use the funds for continuing
education through college courses, to attend training programs
for business certification and licensing, or to participate in
conferences and seminars that will help you launch and grow
your new business.
Another option for training is your local Chamber of Commerce.
Also look into seminars and training workshops offered through
industry trade associations and professional organizations.
Fairbrother recommends reading small-business books so you can
find out what other entrepreneurs have done when starting their
own businesses. Look for books written by people who have
already made the mistakes and learned how to succeed, he says.

Another training aid high on Fairbrothers list is your local college.

Just about every college has continuing education courses
for budding entrepreneurs that offer street-savvy knowledge,
Fairbrother says. That knowledge will put you light-years ahead
of the also-rans who think they can figure it out as they go.
Youll find these types of business courses through continuing
education programs:
Sales training
Communications
Business management
Financing a business
Accounting and bookkeeping
Marketing
Human resources and personnel

Government training
The federal government also reaches out to help new
entrepreneurs. The training services are usually available for
free or at low cost.

U.S. Small Business Administration

Gary Perkins has been an
NASE Member since 1993.

The SBA offers free online courses that teach you the basics
of starting and running a small business. Youll find self-paced,
easy-to-use courses dedicated to:
Starting a business
Managing a business
Financing a business
Contracting with the federal government
Disaster assistance
Exporting your products
And many more topics
The SBA website also features SBA Direct, an interactive tool that
lets you personalize the type of information you get on the site.
You can customize your browsing of the SBA site according to your
companys geography, industry and needs. Using that information,
SBA Direct delivers search results that are relevant to your
business. The resulting information covers all aspects of operating
a business, such as the steps involved in getting started or how to
stay compliant with current regulations.

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The SBA Direct feature gives you one-click access to the

information you need. It even integrates content from
Business.gov to include a variety of guides and tools that collate
information from across government agencies. This integration
not only helps you comply with laws and regulations, but also
helps you take advantage of government programs.
Youll also find interactive location-based maps that help you
quickly locate small-business resources in your area, including
local SBA offices and other sources of training and support.

Small Business Development Centers

Small Business Development Centers (SBDCs) provide management
assistance and educational services for small-business owners and
aspiring entrepreneurs. The centers are administered by the SBA and
are partnerships between the government and colleges/universities.
SBDCs offer one-stop assistance at branch locations in all 50
states as well as the District of Columbia. Services include assisting
small-business owners with:
Marketing
Financial
Feasibility studies
Production
Organization

Here are a few places to look for workshops and seminars.

National Seminars Training

Find seminars geared for many different industries

and professions. You can search by your ZIP code or by
seminar category.

SeminarInformation.com

Research and register for hundreds of seminars, workshops and

training sessions on every conceivable area of small-business
management.

American Management Association

Explore a wide range of management seminars for members

and nonmembers. The association also offers webcasts,
webinars and live online seminars.

Learning Tree International

Find seminars focusing on management and technology.

The NASE can help

Educate yourself about business ownership with these
articles from the NASE:
30 Things Every Business Owner Should Know

Technical issues

Business School: Student Consultants Can

Deliver Bright Ideas For Your Company

Public Seminars

Think Like A Project Manager: Get More Done

In Less Time With Fewer Hassles

Many private, for-profit groups offer seminars and workshops for

business owners. The seminars address topics from communications
and marketing to startup financing and networking.
Youll find the seminars in major cities across the country. Fees
range from under $100 for a half-day workshop to thousands
of dollars for a multiple-day seminar.

Buddy System: How To Build Strategic

Alliances To Boost Your Business
How To Keep Pace: NASE Members Give Tips
On Staying Competitive In The Business World

8. Understand The Importance Of Marketing

How important is marketing to your new business?

Create an image for your new business

Marketing brings money into the business, says Gene Fairbrother,

the lead micro-business consultant for NASEs Business 101
program. The driving force for every revenue dollar is marketing.

Develop a customer base

Marketing is the way you tell potential customers about your

products and services. Through marketing, you:

Deliver messages about you, your products and your services

Marketing isnt just placing an ad in a newspaper or launching a
website or putting a banner sign in your stores window. Its all of
those thingsand more.

Build awareness about your new business

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Advertising is part of marketing. But marketing is also customer

service. Its knowing who your customers are, says Fairbrother.
Marketing brings it all together.
Marketing can cost thousands of dollars or very little, depending
on how you choose to market your business. And spending more
money doesnt necessarily equate to more results.

Identify your target customers

Know your marketing options

Before you can decide how, when and where to market your
business, you have to understand the tools at your disposal.
Heres a quick list of a few marketing tools you can deploy:
Print advertisingnewspaper, magazine and local newsletters
Online mediae-newsletters, search engine ads and websites
Social mediablogs, Facebook, Twitter and LinkedIn

The more you know about your ideal customers the better youll be
able reach them. Answer questions such as:

Direct mailpostcards, newsletters, coupons and sales letters

Is your ideal customer an individual or another business?

Broadcastradio and television (dont overlook local cable

channels)

What products and services does your customer currently buy?

Where do they shop?

Trade showslocal as well as national

Signagein your store, on your vehicle, on billboards

What problems does your customer face and how do your

products or services solve those problems?

Promotional productsmugs, pens, magnets and other items

that promote your business

Which newspapers, magazines or blogs does your

customer read?

Word of mouthget satisfied customers to tell their friends

(and remember to ask your customers for referrals)

Which websites do they visit?

Networkingat the Chamber of Commerce, at trade and

industry organizations, even at social events
The most effective marketing uses a variety of these vehicles.

The NASE can help

Find more marketing information and ideas in these
NASE articles:
Surprise! Direct Mail Isnt Dead!
Schmoozing For Sales: Social Networks Give
Micro-Businesses More Marketing Muscle
Unlock The Promotional Power Of Trade Shows
Cheers! Heres to Green Drinks and Other
Eco-Friendly Groups that Can Boost Your Business
The Great Outdoors: Outdoor Advertising
Could Bring More Customers
Into Your Business
Oops! How To Fix Costly
Marketing Mistakes

Dont overlook free PR

Many new business owners depend on advertising and other
expensive marketing tactics while ignoring some of the free, most
effective alternatives, like public relations.
For example, instead of buying ad space in a magazine, perhaps you
could write a short article for free and present it to the magazines
editor. Include your credit line at the end of the article. That credit
line might state your business name and website address. Presto!
You get the attention of readers without spending a dime.
The same goes for radio or television. Instead of buying a
costly advertising spot, offer yourself as a guest on a local talk
program to discuss your area of expertise. You reach the same
audiencefor free.
And dont forget trade shows or conferences. Rather than purchase
expensive booth space at the show, deliver a dynamic keynote
address or give a workshop for attendees.

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9. Make A Great Impression

As a new business owner, you are the company.
Your reputation, your manners, your physical
appearance all contribute to the impression you
give potential customers.

The NASE can help

Get more tips on polishing your image with these NASE articles:
Communications

Customers buy your image just as much as they buy your

products and services, says Gene Fairbrother, the lead microbusiness consultant for NASEs Business 101 program. If you cant
present a quality image, you need to go back to the drawing board
before you open your doors.
Image goes across your entire business, from your business cards,
website and marketing materials to the way you answer your
phone and the cleanliness of your office.

Mind Your

Ps & Qs
The Secrets Of Online
Networking Etiquette
By Kim OConnor

Networking is no longer just a matter of shaking

hands and exchanging business cards. Some of todays
most effective networking platforms dont even require
that you leave your desk. Increasingly, people are
building business networks by putting in more face
time with their computers than with their colleagues
and contacts.
Sounds easy, right?
Yet online networking is unfamiliar territory for
many peopleeven long-time users. And not knowing
how to approach people online can tarnish your
image by suggesting that youre out of touch, rude
or even incompetent.
Part of the reason the new networking etiquette
remains a mystery to so many is that it became hugely
important almost overnight. Twitter, LinkedIn
and Facebookthree of the most popular online
networking servicesare young, but theyre giants.
Twitter has an estimated 10 to 15 million active users.
LinkedIn boasts more than 70 million members. And
Facebook has attracted more than 400 million users.
10

For many people, these websites have become an

everyday part their professional and personal lives.
Liz Ryan, an expert on the modern workplace and
a former Fortune 500 human resources executive,
believes that tools like Twitter and LinkedIn are not
only vital for networking, but also for keeping a finger
on the pulse of any given industry.
Anybody who thinks about networking as strictly a
face-to-face affair is definitely behind the curve, she
says. Theyre missing outnot just on reaching out
to people, but on knowing whats happening in the
ecosystems they operate in.
Theyre also missing out on opportunities.
Mark Granovetter, a sociologist at Stanford University
who studies social networks, breaks down networks
into two types of connections: strong ties (close friends
and family) and weak ties (acquaintances). He believes
the weak ties are your best bet for professional mobility
because acquaintances, by definition, move in different
circles, which makes them gold mines of valuable
outside information.

SELF-EMPLOYED NoveMber/deceMber 2010

Lasting Impressions: NASE

Members Know How To Wow
Customers
Mind Your Ps & Qs: The
Secrets Of Online Networking
Etiquette
Retail Redo: Wring More Sales
Out Of Your Showroom With
A Store Makeover

Use these tips to make sure you put your best foot forward.

Buy the best you can afford

You dont need to go into debt when purchasing image products
and services for your new business. But you do need to aim for
the best quality you can afford.
Dont make the mistake of cheapening the image you present
to customers, Fairbrother says.
That might mean having business cards professionally printed
rather than running them off of your inkjet printer. Or it might
mean paying a graphic artist to create a business logo instead
of drawing one yourself.

Give people your attention. Its the respectful thing to do. That
means turn off your cell phone when youre in a meeting or having
a business meal. It means not texting while having a conversation
with a client or colleague.
If in doubt, remember this: When it comes to business etiquette,
courtesy and politeness are the bottom line.
Unsure about your social skills? Take a seminar or workshop to
brush up on etiquette. Youll gain confidence as you learn how
to professionally handle introductions, table manners, small talk
and other pleasantries.

The same goes for services. You may be a talented writer who
can churn out material for your companys website. But perhaps
it would be smart to hire out the design of your website.

Tidy up

Mind your Ps & Qs

Yourself

Etiquette is simply the set of social rules that help people get
along. Whether in person, on the phone or online, practicing
proper etiquette will improve your image.

Your vehicle
Your house (if you have a home office)

Be punctual. It conveys respect. Return phone calls on time.

Answer emails promptly. Arrive on time for business meetings
or lunches. And most of all, deliver products and services when
theyre promised.

Everything should be clean, organized, welcoming and ready for

business. After all, thats how you want customers to see your
new company, right?

Say please and thank you, just like your mom taught you.
At business lunches or dinners, be polite to the wait staff. Treating
the staff with disrespect might prompt potential clients to wonder
if youll treat them the same way.

Check the appearance of everything that comes in contact with

a customer or potential client:

Your storefront

Home-based business owners accustomed to an informal

atmosphere need to be especially vigilant. Just because you work at
home in your favorite faded jeans doesnt mean theyre appropriate
attire for the next Chamber of Commerce meeting. You can dress
casually yet professionallyand command respect for doing so.

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10. Protect Yourself

When you start your own business, you put
everything on the linefrom your reputation
to your income. This is not the time to risk it all.

Defend your reputation

Many pundits say that entrepreneurs are risk takers. The truth is,
successful entrepreneurs take calculated risks. They weigh the
pros and cons of their decisions and their actions. And they protect
themselves whenever possible.

Today, online review sites have taken word-of-mouth marketing

and multiplied it by thousands. Satisfied or dissatisfied customers
can post good reviews or negative comments about their
experiences with your business. Make sure you take all possible
steps to generate positive buzz for your business.

Here are just a few ways you need to protect yourself when you
launch your new venture.

Guard your information

Your business generates stockpiles of valuable informationfrom
customer data and financial numbers to pricing strategies and
marketing statistics. All can be lost in an instant, whether you
store that information in paper files, on computer drives or in
your smartphone.
Back up that information or make hard copies. Encrypt it or lock
it down. Do whatever you have to do to make sure that if the
information is lost, you can find a way to retrieve it.

Get the right insurance

The type and extent of the coverage you need will depend on
your business. But in general, you should make sure that you have
property insurance to cover your business assets in case of theft,
natural disasters or accidents. Assets include vehicles, facilities,
equipment and tools. You may also need liability, errors and
omissions, health insurance and other types of policies.

Prepare for emergencies

If something can go wrong, be prepared to deal with it. Hurricanes
and blizzards have stopped many successful businesses in their
tracks. Those who had contingency plans in place survived. Know
what you plan to do if the power goes out for a week or a flood
prevents employees from getting to the office.

Your good name is a springboard for business success. Client

referrals are earned by consistently delivering what you promise.

Stay Healthy
You are your business. The success of your business depends on
you being in tiptop shapementally, emotionally and physically.
Taking time off away from your business may seem like one of the
hardest things to do, but its also one of the most important. Find
a balance between work and play. Take action when health issues
arise so they dont worsen and put you out of commission. At the
NASE Health Resource Center, you can find a wealth of health
information geared specifically to the self-employed.

Safeguard your future

As a new business owner, youre not only in charge of your
working days, but youre also in charge of your golden years. That
means you need to plan and save for retirement.
There are a multitude of retirement programs available to the
self-employed. The plans differ on tax consequences, contribution
rates, withdrawal rates and other issues. Its up to you to sort it all
out and decide what will work best.
The NASE consultants can help you identify your retirement needs
and find ways to get your retirement planning on track:
Business 101business consultants who can help you identify
the right retirement plan
TaxTalkcertified public accountants who will answer questions
about the tax issues surrounding different retirement plans
Retirement & Estate Planninglicensed attorneys who will show
you how your micro-business fits into your retirement planning

The NASE can help

Learn more about protecting yourself with these articles from the NASE:
Dont Risk It All: Proper Insurance For Home-Based Businesses
Unprepared For Your Golden Years? Round Up These Resources For A Financial Fix
Look Whos Talking: Are Online Reviews Helping Or Hurting Your Micro-Business?
Risky Business: Risk Management Steps Keep Your Business Running Smoothly

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Startup By The Numbers:

A Checklist
For Entrepreneurs
The NASE developed this interactive checklist so you can track your progress as you launch your
new business. Following this checklist will also ensure that you dont overlook any critical actions
in getting your business started.
For more details about any of these actions, refer to the NASE Startup Kit: 10 Things You Need To Know To Start A Business.

1. Think Like A
Business Owner
Purchase office technology, which
might include computer, telephone
and printer.
Develop your business plan.
Identify competitors.
Sign up for NASEs Washington Watch
e-newsletter for the latest information
about national policies regarding
small-business taxes, regulations and
other legislative priorities that could
impact your new business.

2. Choose The Right

Business Structure
Visit the micro-business consultants
at NASEs Business 101 program
to get an understanding of the pros
and cons that accompany corporations,
sole proprietorships and other
business structures.
Visit the certified public accountants
at TaxTalk to learn about the tax
planning strategies for different types
of business structures.
Visit the licensed attorneys at NASEs
Business Law Experts who can answer
many of your legal questions.
Find an attorney and a tax professional
who can help you decide which
structure is right for your circumstances.

3. Know The Legalities

Of Operating Your
Business
Seek the assistance of an attorney
to help you handle legal issues such
as drafting partnership agreements,
reviewing commercial leases and
protecting intellectual property.
Choose a business name and register
your DBA.
Obtain a federal employer identification
number from the IRS.
Apply for state and local business licenses.
If you start a home-based business:
Find out about the zoning
regulations in your city.
Check your homeowners association
rules for operating a home business.
Check with your city and county
health departments to see if there are
restrictions on your type of business.
Visit the licensed attorneys at NASEs
Business Law Experts for legal guidance
about your startup.

4. Know Your Tax

Responsibilities
Learn about the different types of
taxes you may be responsible for,
such as self-employment taxes and
estimated taxes.

Visit the NASE Tax Resource Center

for details about your tax obligations.
Visit TaxTalk where certified public
accountants can answer tax questions
about your new business.
If you are a sole proprietor, download
the book Schedule C: from A to Z; The
Sole Proprietors Guide to Tax Savings for
straightforward answers about preparing
and filing you income tax returns.

5. Properly Fund
Your Business
Investigate these types of startup
financing options to decide which is
best for you:
Traditional lenders
Venture capitalists
Government sources
SBA Microloans
Personal loans from a lender
Borrowing money from family
and friends
Using credit cards
Apply for an NASE Growth Grant of
up to $5,000
Visit the micro-business consultants
at NASEs Business 101 program to get
ideas about how to finance your startup.

Seek out a tax professional who

can help you with tax planning for
your new business.

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6. Develop Good
Financial Habits
Managing finances should be at the top
of your to-do list. Start with these actions.
Open business bank accounts.
Develop a filing method that lets you
keep all receipts in an organized fashion.
Choose a software accounting program
to track the financial progress of your
new firm.
Learn how to use financial statements,
including your balance sheet, income
statement and cash flow statement.
Take steps to optimize your cash flow.
Turn to the micro-business consultants
at NASEs Business 101 program for
more information about the finances
for your startup.

7. What You Dont

Know Can Hurt You
You have hundreds of resources at your
fingertipseither online or probably a
short drive from your office. Look into
these resources.
Apply for an NASE Succeed Scholarship
of up to $4,000 for continuing
business education.
Your local Chamber of Commerce.

Seminars and training workshops offered

through industry trade associations
and professional organizations.
Small-business books.
Local community colleges that offer
continuing education courses for
entrepreneurs.
U.S. Small Business Administration,
which has free online courses.
Small Business Development Centers,
which provide management assistance
and educational services.
Public seminars and workshops offered
by for-profit groups.
The NASE consultants can answer
all of your questions; just visit
the NASE Business Learning Center.

8. Understand The
Importance Of
Marketing
Marketing is the way you tell potential
customers about your products and
services. Take these steps to get started.
Identify your target customers.
Learn about your marketing options,
such as advertising, social media
and direct mail.
Find out how to make the most
of free PR.
Develop a marketing plan and
a marketing budget.

9. Make A Great
Impression
Use these tips to make sure you put your
best foot forward.
Purchase the highest quality marketing
materials you can afford to present
a top-notch image.
Get training to learn proper business
etiquette, including how to handle
yourself with online social media.
Tidy

up by checking the appearance

of everything that comes in contact
with a customer or potential client.

10. Protect Yourself

Here are a few ways you need to protect
yourself when you launch your new venture.
Develop ways to guard your information,
including customer data, pricing
strategies and marketing statistics.
Get the right insurance, such as
property insurance, liability policies,
errors and omissions coverage, and
health insurance.
Prepare for emergencies by making
contingency plans for power outages
and natural disasters.
Make your health a priority. Visit the
NASE Health Resource Center for health
information geared specifically to the
self-employed.
Choose a retirement plan. The NASE
consultants at the Business Learning
Center can help you sort out your options.

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National Association
for the Self-Employed
P.O. Box 241
Annapolis Junction, MD 20701-0241
(800) 649-6273
NASE.org