Q: I'd like to start a
bookkeeping, tax and payroll service. If I were to conduct a survey
to see if there's a need for my service, how should I
proceed?
Name withheld
A: Business services like
bookkeeping and payroll have the advantage of enabling you to
identify specific prospective clients whom you can interview
face-to-face, by phone or using a mailed survey. Chances are,
you'll be able to talk with quite a few business owners by
going door-to-door in an office building or store-to-store with
locally owned businesses. Your questions may actually prompt some
businesspeople to become clients.
Also consider asking the opinion of "gatekeepers" in
the small-business community. These might include staff members of
business organizations such as the chamber of commerce and leaders
of merchant associations.
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Phoning is another choice, but you may find it's easier to
talk with people when you actually meet them at their place of
business. It's difficult to make the kind of impression over
the phone that would cause a prospect to say, "I could use
that right now."
Unless you offer a small gift or prize drawing, don't expect
much response from a mailed survey questionnaire. If you choose to
use a questionnaire, use snail mail and include a stamped,
self-addressed envelope. Unsolicited e-mail can cause
resentment.
You'll spend more time exploring these direct approaches,
but it will cost a great deal less money. You'll also get a
better idea of whether there's really a market for your
business.
Paul and Sarah Edwards' latest book is Why Aren't
You Your Own Boss? Leaping Over the Obstacles That Stand Between
You and Your Dream. Send them your start-up questions at
www.workingfromhome.com.
Originally published in the May 2003 issue of Entrepreneur Magazine