Guerrilla Marketing

by Debra Kahn Schofield

Do you have a dazzling business dream but a dizzying feeling? The word "entrepreneur" is so grand that it suggests dramatic irreversible moves--quitting your job, scrambling for clients, appealing to your mom for start-up capital, hiring employees and leasing office space. But the fact is, most business owners start out with small steps.

Before you take the leap, you'll probably have to wrestle with a lot of fear and self-doubt. You'll probably ask yourself (and anyone who'll listen) "Is there really a market out there for my product or service?" and "How can I know that my plan will work before I quit my job and take a second mortgage out on the house?"

Fortunately, starting up your own business doesn't always have to be an either/or proposition. There are ways to test the waters before really committing your life and bank account. Here are four strategies for starting your business small so it can grow large.

1) Do a trial run
Testing a business idea on a small scale is probably the best precaution against business failure. A trial run isn't always feasible--in retailing, for example, you've got to commit to leasing space and stocking merchandise. But for many types of businesses there are small, simple ways to figure out whether your idea will fly. You can take a prototype of your product to industry trade shows to find out if your target market would actually buy it--and if so, at what price and with what features?

2) Moonlight
Moonlighting does seem to offer the best of both worlds--a steady paycheck and the thrill of independence--yet balancing the two can be tricky. The downside is time. Thriving in a corporate career is tough enough. When you add on evenings and weekends on the phone, at the library or in front of the computer, free time becomes a fond memory. You'll need to decide when to tell the boss and coworkers about your after-hours pursuit, or whether you should even disclose it at all. As your business grows, your associates are more likely to find out. It would be better coming from you.

3) Guard against conflict of interest
Conflict of interest can be a sticky issue. You may need to discuss this with your current employer. A valid concern is determining if the demands of a business are damaging your corporate career--and what to do about it. Go with your instincts. If your inner voice tells you you're shorting your day job in terms of time, energy, enthusiasm or creativity, you probably are. This doesn't mean you need to quit your job or your business. In your after-hours business, limit your base. At the office, don't take on more than you can handle.

4) Economize
During post-launch euphoria, phones are ringing, clients are saying yes, and you really want to give your business the best start possible. You may be tempted to buy the best equipment, hire new employees and create extravagant marketing materials? Resist this classic small business pitfall. Remember, small steps in your small business.