Computers: Most people either love 'em or hate 'em. But whichever side of the technological fence you happen to log in on, the fact remains that computers have become a vital tool in the day-to-day operations of modern business life. And like other tools, the computer provides those who are skilled in its operation the opportunity to turn those resources into thriving incomes.
This month, we've explored four fields in the computer industry where computer-friendly entrepreneurs continue to boot up new business. So read up, plug in and start transforming those megabytes into megabucks.
Desktop Publishing
By Haidee Jezek
Ask anyone in the desktop publishing world, and they will tell
you that one of the constants in their business is keeping up with
deadlines. "Crazy deadlines," says Sherill Sutton,
president of Sassy Graphics Inc., a graphic design studio based in
Buffalo, New York. "It seems like every job has a tight
deadline. Someone might be starting a business and come to me for a
logo, corporate identification and brochure, and expect it to be
done in one month, when it's really a two- to three-month
process," explains Sutton.
Despite the lack of hours in the day, Sutton credits her motivation
to variety. "I don't specialize. I do brochures, corporate
identifications and logos. I get just as excited about doing a job
for steel technology as for a winery. It's still designing and
creating," says Sutton.
Doing work for a roster of regular clients keeps Sutton busy with
assignments. Although she receives referrals for new business from
these clients, Sutton limits her direct advertising efforts to
"the phone book, and that's all. Many people who call say
the name in the phone book caught their eye," she says.
Sutton received her bachelor's degree in graphic design with a
focus on textiles from State University of New York College at
Buffalo in 1976. She started Sassy Graphics out of a 900
square-foot office in 1979, using $1,200 in savings and a $12,000
bank loan for equipment, office space rental and sparse
furnishings. Since then, she's moved into a 2,000 square-foot
office, gained four employees and a bevy of new equipment. The
designing entrepreneur's computer hardware includes a Power
Macintosh 7100 and two Quadra 650s; for software, she uses
QuarkXPress, Aldus FreeHand and Adobe Photoshop. Training in
graphic design, she says, is also a plus.
To begin a desktop publishing business with all this equipment,
Sutton explains, can be expensive. The essentials, she notes,
include a Power Mac with page layout and word processing programs,
as well as a selection of classic font types-letters in different
sizes and styles, used to create specific looks in print. A
flat-bed scanner with Photoshop, for working with photos and logos,
also tops her list of equipment must-haves.
One way to decrease start-up costs for a desktop publishing
business is to lease equipment,
which provides the opportunity to use the latest equipment without
tying up a lot of capital. Furthermore, after a leasing contract is
finished, the leased equipment can usually be purchased.
Info Source
The National Association of Desktop Publishing (NADTP) provides over 6,000 members with access to a software and hardware helpline, software discounts through their catalog and a monthly journal. Membership varies in price, ranging from a six-month individual trial membership for $49, to corporate memberships (for companies with up to six employees) for $295 annually. For further information, write to NADTP at 2121 Precinct Line Rd., #215, Hurst, TX 76054, or call (800) 492-1014.
Computer Training
The majority of people are computerphobic, says William Metcalf,
a Santa Fe, New Mexico-based personal computer trainer who conducts
business under the alias "Computer Tutor."
"Computers are not yet user friendly and, quite frankly, most
people out there are lost and in need of a lot of help," says
Metcalf. But if you're in the minority-comfortably self-assured
with computers, with a knack for instructing others-you could be in
business.
Providing on-site service to homes and small businesses in Santa Fe
and its surrounding communities, Metcalf helps his clients, mostly
computer novices, gain familiarity with the use of their operating
systems and software. He also assists with hardware, setting up
printers, modems and scanners for those still unfamiliar with their
new computers' peripheral equipment.
Metcalf, who holds a degree in secondary education and has more
than a decade of self-taught personal computer experience, started
his tutorial operation from his home in September 1995. "The
response has been great," he says. "I've tutored
pupils of all ages, including families with young children and
small-business owners. One of my clients is 77 years old and just
bought his first computer!" At $35 an hour, Metcalf's
average visits last two hours, and clients sometimes hire the
Computer Tutor for at least one return visit.
"Advertising is absolutely necessary in this field," says
Metcalf, who maintains a regular presence in his community by
advertising his services in local newspapers, magazines and
computer trade show publications. "Although it's my
greatest expense, the fact that I continually advertise has helped
to distinguish me from my competitors, who really don't
advertise."
In between tutoring sessions, Metcalf develops marketing and
instructional literature from his home office. "There's a
lot to do when I'm not teaching. I've come up with some
printed instructional materials to use in demonstration that I
sometimes leave with my clients," he says.
Metcalf's background in teaching, however, didn't
necessarily make for a seamless career transition. "My
original plan was to develop a system to teach people
step-by-step," he explains, "but I've found that
clients usually want to learn specific things. My job is to teach
them what they want to know, rather than what I think they should
know."
Staying informed about current technological developments is
another important tutorial necessity. Sometimes, Metcalf admits,
problems arise that the Computer Tutor is unable to fix on _site.
When the problems are technically oriented, he usually refers
clients to a hardware technician; When they're not, he
researches the answers himself. "I just turned 50 years old
and I feel like I've gone _back to college," exclaims
Metcalf, who spends hours studying lengthy software manuals each
week. "But I like taking the mystery out of computing for my
clients. So even though I'm studying these terrible 1,200 page
manuals nobody wants to read, it's a satisfying feeling to
leave a family whose once-alien machine has now become a usable and
fun device."
Info Source
The Association of Computer Professionals (ACP), a computer industry association created in 1983, promotes technological awareness and provides information about computer industry activities. ACP is currently converting its operations to an exclusively online format. For more information, to join the association or for the upcoming Web site address, write to ACP at 9 Forest Dr., Plainview, NY 11803, or call (516) 938-8223.
Internet Marketing Consulting
According to the Internet Society, an association devoted to
Internet use and development, there are now more than 50,000
computer networks, interconnected by the global Internet, in 90
countries. As of the end of 1994, five million computers were
indicated as actually reachable on the Internet-with an estimated
20 to 40 million users. But the development of the now ubiquitous
Internet has not only created a new frontier for the distribution
of information, it's also providing a thriving business venue
for entrepreneurs who can skillfully navigate its courses.
Marguerite Ellen is just such an entrepreneur. After 20 years of
experience as a software engineer, Ellen started her own Internet
consulting business, Information Exchange, from her Satellite
Beach, Florida, home office in July 1995.
"Many people want to establish an online presence to market
their products and services," explains Ellen, whose business
has now created more than 40 customized World Wide Web sites for
consultants, regional artists, software developers, service
businesses and specialist researchers. These Web sites, which
display text, graphic images and sound to supply information about
a company or association, have become a popular method of
advertising on the Internet.
While the industry terminology and hypertext markup language (HTML)
used to encode Web sites may sound convoluted to the unfamiliar ear
(you'll be using "autoresponders," "links,"
"embedded graphics," etc.), Internet marketing allows for
unique and varied assignments. "We can make Web sites as
complicated or as intuitive as the client wants," explains
Ellen, who charges a flat annual fee of $350 for the simpler sites
to around $2,000 for the more elaborate ones. "Many clients
market to different groups of customers, so we can customize their
interface to the segment of the market they want to
attract."
Despite the fact that she's had years of computer experience,
Ellen insists that the job's not necessarily as hard as it
looks: "Learning how to create Web sites can really be quite
easy," she admits, "but in this business, a good head for
marketing is the most important thing."
For those unskilled in the ways of the Web, Ellen recommends
attending industry seminars, including those organized by Digital
Consultants Inc. in Andover, Massachusetts (508-470-3870) and
Global Entrepreneurs Network in Tampa, Florida (813-225-3005). She
also suggests reading the Online Marketing Handbook, by
Daniel S. Janal (Van Nostrand Reinhold, $24.95, 800-842-3636), and
contacting the Internet Entrepreneur Support Service (see Info
Source box, below), for more information.
"You need, at the least, the eagerness to learn," says
Ellen. "It's a challenging learning curve, and you have to
keep ahead of new developments. It's easy to create an online
presence, but to make it effective you have to know what will work
for each business."
Info Source
For more information about starting an online marketing consulting
business, write to Marguerite Ellen at P.O. Box 373229, Satellite
Beach, FL 32937, or call (407) 779-9161. Internet Entrepreneur
Support Service (IESS) helps entrepreneurs learn about and conduct
business on the Internet, Write to IESS at 4040 Towhee Dr.,
Calabasas, CA 91302, call (818) 591-1170, or browse their Website
at http://www.entrepreneurs.net/iess/iess.html.
Computer Repair
It's one of those inescapable facts of life: Mechanical
things-cars, watches, VCRs-sometimes break down and need repair.
The same goes for computers; although they can expedite our
workloads and keep our files organized, they, too, need attention
when they're out of commission.
"We've seen it all," says 29-year-old Iris Glaser,
who, with her husband, Greg, 36, operates Mobile Computer Repair in
Lincoln, Nebraska. "We've had crackers in CD-ROM drives,
frozen systems and broken monitors. One man called after his 3
year-old stuffed pens and toys into his floppy disk
drive."
With more than 200 established repair accounts, the Glasers make
between 10 and 15 service calls a day, charging $45 per hour for
the visits. "The fact that we go on site for repairs gets us a
lot of clients," says Iris. "If people have to take their
computer out to get it fixed, there's always a chance
they'll drop it. Most people will wait for repair service-even
two days, if necessary-if it means they don't have to take
their computer apart, load it in the car and bring it to the
shop."
If you're interested in starting a computer repair business,
the Glasers suggest taking courses in electronics and computer
repair, offered at most community colleges. "The inside of a
computer is just a nightmare of wires that cost literally hundreds
of dollars," says Iris. "You really want to know what
you're doing before you start tinkering."
Info Source
"We've got a bookshelf that's filled with computer manuals and texts," says Iris Glaser, who maintains a business membership to the Newbridge Book Club for PC Users (800-257-8345). "They send us their catalog and list every month, full of titles about programming, software and hardware." Other reference materials include Fix Your Own PC, by Corey Sandler (MIS Press, $29.95, 800-488-5233) and Start Your Own Computer Repair Business, by Linda Rohrbough and Michael F. Hordeski (McGraw Hill, $32.95, 800-338-3987).
