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Balancing Act

Your business' success depends on working to attract new customers--while still keeping existing clients happy.

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This story appears in the September 2004 issue of Entrepreneur. Subscribe »

The startup phase of your business can feel frenzied and overwhelming as you set up your operations and market like crazy to get clients. And once you get that roster of clientele, your sole focus becomes providing them the best products and services. Of course, before long you'll have to find the right balance between serving your old clients and marketing to new ones.

"It doesn't have to be anything complex-just write down exactly who you're targeting and what you're offering," says business consultant Kimberly Stevens of Ask the Biz Coach in Crofton, Maryland. "[It's about] figuring out the solution to the problem that the market has vs. trying to be everything to everybody."

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