Marketing Trends for 2015

On January 13, Maurisa Potts presented a workshop on Marketing Trends for 2015. This workshop focused on the top marketing trends that small businesses need to be aware of and gave ideas on what to do to take advantage of these trends. While some of the trends were familiar to many small business owners, such… Read more »

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On January 13, Maurisa Potts presented a workshop on Marketing Trends for 2015. This workshop focused on the top marketing trends that small businesses need to be aware of and gave ideas on what to do to take advantage of these trends. While some of the trends were familiar to many small business owners, such as the need to be mobile friendly and the importance of marketing to millennials, new trends have emerged for 2015 as well. These include an increased focus on personalization in a digital world and using emotion to strengthen your brand engagement.

While we would love it if all of our small businesses could focus on every one of these top trends, we know business owners have limited time and resources to dedicate to marketing. After the presentation, Maurisa sat down with us and shared her thoughts on the two most important things that small business owners should focus on this year:

Here are the two trends that Maurisa recommends that small businesses focus on for 2015:

  1. Don’t be afraid to test. Test new ideas and new initiatives, even if it’s a small demographic that you want to try to test a marketing effort to see if it has results. This year will be known as the year of the test, where people will try to think outside the box and be a little more creative in how they attract certain audiences, customers, and new clientele.
  2. Focus on bite-sized content in which you employ the less is more approach in trying to engage consumers and potential customers to your business. Invest more in photos, illustrations, and videos to get your message across. Tighten up what you’re trying to say. Unfortunately, the average attention span of individuals is seven seconds, so you have seven seconds to get what you want across from a marketing standpoint.

We hope you will take advantage of these trends to boost your marketing in 2015.

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5 New Year’s Resolutions for Your Small Business

We’re all used to the practice of making resolutions at the start of the year about things that we wish to do in our personal lives, whether it is losing a few extra pounds, finishing a degree or obtaining additional training or education, working out on a regular basis, or spending more quality time with family… Read more »

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5 New Years Resolutions for Your Small BusinessWe’re all used to the practice of making resolutions at the start of the year about things that we wish to do in our personal lives, whether it is losing a few extra pounds, finishing a degree or obtaining additional training or education, working out on a regular basis, or spending more quality time with family and friends. Unfortunately, by the end of January many of these resolutions have been swallowed up by the everyday events of our lives, and we find ourselves feeling guilty and frustrated.

This time of year is also important for making resolutions for your small business. To avoid the failure and frustration that often accompanies personal resolutions, these should be simple, specific, and actionable to increase the chances of success. A few suggestions for small business owners are:

  1. Update Your Business Plan. Whether you started with a formal business plan or ideas on the back of a napkin, this is a good time to dust off your original plan and see how your vision worked in the real world. Has your small business worked out as planned? Are there things that you know now that you wish you would have known when you started? Where do you see your business being this time next year? What do you have to do to accomplish that? It may be as simple as taking the time to really think about these issues and write down your thoughts to spur on your business’ growth in 2015. The Business Planning Guide on the Alexandria SBDC’s website can be an effective tool to use to update your plan
  2. Understand Your Business Finances. You pay the bills, and you, or your accountant or bookkeeper, files the taxes, but do you really understand the financial position of your business? Many small business owners are passionate and very knowledgeable in their area of business, but often less so when it comes to financial operations. Make 2015 the year that you look at the numbers and really understand what they mean. This may involve an “educational session” with your accountant, a financial discussion with SBDC Business Analyst Jack Parker, or registration for one of the many classes in the area on finances, accounting, Quickbooks, etc. By monitoring your finances on a monthly basis, or at least quarterly, you will know how you are doing and be able to make informed projections of your cash requirements for the year.
  3. Update Your Website. This probably does not involve starting from scratch with a whole new site (the Alexandria SBDC did that last year – a lot of work, but worth it!). How new is the material on your site?  If the last time you added new content was 2012, you have some refreshing to do! Is it time to add a blog, or just to add new content, videos or photos? If your site is not interesting enough for you to go to it on a regular basis, why should anyone else? Make sure that it reflects what you want your business to present to the world. Remember that Alexandria City businesses can schedule a session with the SBDC to review your site and get suggestions from the experts.
  4. Try Something New with Social Media. Are you overwhelmed by social media and how much time you think it will take from “doing your business”? Wherever you are in the social media spectrum, from active participant to total novice, you can resolve to take yourself up a level. Do not try to do it all at once – that is a sure recipe for failure and frustration. Figure out which social media platform would be the best one for you to explore for your industry and work on mastering that one in 2015. Alexandria SBDC social media consultant Ray Sidney-Smith has published a book, Social Local Mobile Success: Small Business Marketing Strategy Explained.  It is available as an e-book or in paperback from the major online outlets and is a great source of information for small business owners who want to “up their game” in this area. Treat yourself to a copy for the new year, follow through on one platform, and see how the increased visibility helps your business.
  5. Measure The Impact of Your Decisions. While you are understanding your finances, updating your website and increasing your social media presence, it is important to see how this increased activity brings change to your business. Decide which metrics are most important to you, then make a plan on how to measure and analyze that information. Make sure that you have Google Analytics installed on your website and synced with your social media. Understand your sales cycle by looking at your financial reports and knowing which periods of the year are busy and which need a boost. While this may not be the most interesting or exciting thing that you do for your business in 2015, it may be the most important. Having good data is the first step to making good decisions.

It is your business – empower yourself to take control of it in 2015!

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Happy Anniversary Alexandria SBDC!

Today, December 17, 2014 is the 18th anniversary of the Alexandria SBDC. The photo accompanying this blogpost shows the ribbon cutting on the same day in 1996; you will probably recognize many of those in attendance. A few weeks ago the Alexandria SBDC held its first annual Holiday Kickoff celebration to highlight the accomplishments of… Read more »

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SBDC Ribbon Cutting

Photo Credit: Nina Tisara

Today, December 17, 2014 is the 18th anniversary of the Alexandria SBDC. The photo accompanying this blogpost shows the ribbon cutting on the same day in 1996; you will probably recognize many of those in attendance. A few weeks ago the Alexandria SBDC held its first annual Holiday Kickoff celebration to highlight the accomplishments of 2014 and to preview what is planned for the New Year. Many of those at the original ribbon-cutting were in attendance. The primary purpose, of course, was to celebrate the many small businesses who make Alexandria such a wonderful place to live and to work.

Along with many small business owners, current and former clients, and friends, were elected officials and City Staff from such departments as the Permit Center, Planning & Zoning, Code Administration, Transportation & Environmental Services and Finance. These officials interact directly with small business owners and work cooperatively with SBDC staff to help solve small business problems. We also welcomed our Partners in Economic Development, the staff of the Alexandria Economic Development Partnership (AEDP), the Alexandria Convention & Visitors Association (ACVA), the Chamber, and the grass roots economic development groups, the local business associations.

Holiday Kickoff

Photo Credit: Kerry Flanagan

The holiday kickoff event was also an opportunity for business owners to mingle with many of the bankers who have worked with the Alexandria SBDC to facilitate over $64 million in small business loans since the Center’s beginning. Attendees included many of the attorneys, accountants, insurance providers, web designers and others who are great referral partners for the SBDC. Past and future workshop presenters were also in the crowd; the SBDC has greatly increased the number and quality of educational programs that it presents. New in the last few years are one-on-one counseling “clinics” that focus on such areas as social media and human resources.

These offerings will be expanded in the New Year to include succinct but timely advice from experts in nonprofit, government contracting, Health Department, marketing and IT, as well as several others that are in the works. More information on these opportunities will be available in the New Year.  Finally, the holiday event was the chance to celebrate the Alexandria SBDC’s new website and to thank the SBDC staff and consultants, and City funding, that made it happen.

The Alexandria SBDC has expanded its reach and depth in the past 18 years, and we have enjoyed watching both our organization and the small businesses we have served grow and prosper.  We wish all of our clients, partners and supporters a wonderful holiday season and a prosperous New Year!

The Alexandria SBDC will be taking a break from its blog and will resume after the first of the year.

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Make the Most of Your Holiday Shopping Experience

We’re on the cusp of the holiday season where we might dreamily fantasize about Norman Rockwell-esque snowflakes, frosty windowpanes, twinkling lights, and smiles. Once we’re actually into the intensity of the season, however, it tends to take on a different cast and becomes more a scene of frustration, scowls, congested parking garages, and futile searches… Read more »

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Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy ACVA

We’re on the cusp of the holiday season where we might dreamily fantasize about Norman Rockwell-esque snowflakes, frosty windowpanes, twinkling lights, and smiles. Once we’re actually into the intensity of the season, however, it tends to take on a different cast and becomes more a scene of frustration, scowls, congested parking garages, and futile searches for salesclerks who know their stock.

But we can reclaim some of the iconic character and trapping

s of the season and perhaps adjust our mindset and approach to minimize the stress. Maybe this holiday season can actually be fun!

Alexandrians have a much better backdrop for reclaiming the charm of traditional holiday shopping than most of our neighboring jurisdictions. Did you know, for instance, that the developers of the “town center” concept – such as Reston Town Center – actually visited Old Town Alexandria to carefully measure and mimic the scale and character of our historic shopping quarter? And Del Ray offers the ambiance of a classic American main street with its art deco-influenced neighborhood shopping district.

These sought-after shopping venues allow us to maximize our holiday enjoyment. Rather than swimming upstream through crowds in nondescript shopping caverns, plan an outing with friends that includes savoring the architecture and neighborhood character. Schedule breaks for lunch or refreshments, and imagine how many generations have shopped and dined on those same sidewalks.

Your store experience is likely to be distinct, too, when you shop in genuine neighborhoods rather than in large malls or contrived town centers. In small stores, you’re more likely to be greeted when you enter, and you’ll find that the sales staff know its stock, is able to field a variety of questions about it, and will be glad to search for what you need. Your gift purchases in these smaller stores are also more likely to be unique finds, and not something your recipients will see everywhere.

On top of the charm and ambiance provided by shopping outings and independent merchants, think about the constructive impact of shopping small. National studies document the multiplier effects of supporting independent retailers vs. national chains. The calculation is that each dollar spent at a locally-owned business returns twice the amount of money to the local economy as a dollar spent at a chain.

Need more incentives to shop small and local? Our colleagues at the Alexandria Convention & Visitors Association and the shop owners have combined efforts to make the holiday season especially attractive. Alexandria is THE Shop Small headquarters of the DC region. Shoppers will be rewarded for their “shop local” loyalty. Starting November 29th, shoppers can get a free Rebecca Minkoff designer “Shop Small” canvass tote bag when they bring two receipts from local Alexandria shops to the Alexandria Visitors Center at 221 King St. Visit www.VisitAlexandriaVA/shopsmall for more information.

You owe it to yourself to make this season a more rewarding shopping experience. Happy holidays!

This article first appeared in the Alexandria Times on November 26, 2014.

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Holiday Shopping Kicks Off With More Than Just Black Friday!

Our resident social media expert and blogger extraordinaire Ray Sidney-Smith discusses the importance of having a cohesive marketing campaign for the holiday season. For nearly the last decade, here in the United States, the biggest shopping day of the year has been the day after Thanksgiving. We all know it as Black Friday. However, for the savvy business owner especially… Read more »

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Our resident social media expert and blogger extraordinaire Ray Sidney-Smith discusses the importance of having a cohesive marketing campaign for the holiday season.

For nearly the last decade, here in the United States, the biggest shopping day of the year has been the day after Thanksgiving. We all know it as Black Friday. However, for the savvy business owner especially here in Alexandria Virginia, we have several other retail business opportunities available than just Black Friday.

While the Friday after Thanksgiving is still the most important retail shopping day of the year, Small Business retail shops, and even service-based businesses that can benefit during the 4th quarter holiday season shopping, should plan to create a cohesive marketing campaign for more than just Black Friday. The Saturday after Thanksgiving was dubbed Small Business Saturday as an American Express program back in 2010, according to their website to “help businesses with their most pressing need — getting more customers.” For the first time the National Retail Federation inquired about holiday shoppers taking advantage of Small Business Saturday, and according to their recent press release (“140 Million Holiday Shoppers Likely to Take Advantage of Thanksgiving Weekend Deals in Stores and Online, According to NRF”), “nearly three-quarters (72.7%) [of the 140 million shoppers this weekend] say they will or may specifically shop for Small Business Saturday.” That’s an astonishing testament to the power of Small Business Saturday and the Small Business Movement that American Express has mounted on all our behalf.

Included in the holiday shopping weekend festivities is the not-as-famous-but-just-as-important Cyber Monday. While it’s an unfortunate statistic that more than 60% of small businesses still lack a website, Cyber Monday stands to top 2.29 billion dollars in online sales as it did in 2013. Are you taking advantage of that piece of the retail marketing holiday pie? If not, perhaps you should make an appointment to talk to a counselor over at Alexandria Small Business Development Center, to get you on track to making that website happen in 2015. Online and mobile commerce stand to be a growing and potentially the largest part of retail trade in the coming years. Not that brick-and-mortar should ever go away, but for those stores that cannot hold unlimited inventory or stay open 24 hours a day, seven days a week, online and mobile commerce help you capture that revenue while you spend time with your family, or better yet, sleep!

Additionally, there is a growing counter-consumerism movement happening with the advent of Buy Nothing Day (which is the same day as Black Friday) and Giving Tuesday.

Buy Nothing Day is your opportunity to join forces with the Shop Small movement and encourage people, as the American Independent Business Alliance has promoted, to buy less disposable and more “green/environmentally-friendly” products, more durable goods and locally sourced and made products. Also, as I said earlier, if you provide a service that can benefit from the holiday shopping season, this is your time to jump in. For example, if you have a business such as a beauty salon or yoga studio, this is your time to help holiday shoppers “buy nothing” by buying gift certificate packages for their loved ones of your services. Promote buying of local, independent business gift cards instead of from large corporate ones. Beware that Buy Nothing Day has promoted protests, sit-ins, “zombie walks” and other public events in shopping malls and downtown areas, so train your staff on how to manage in the unlikely event it happens near you, but from reports they have never caused a problem for businesses (and generally sound like informative and non-confrontational events) so it’s best to be respectful and continue on with business as usual.

On the other hand, Giving Tuesday, the Tuesday after Thanksgiving which started in 2012 by the 92nd Street Y and the United Nations Foundation, provides your business a great opportunity to show that you support for your local community. “The goal of #GivingTuesday is to encourage people everywhere including retailers, charities, online organizations, community centers, individuals and families to come together with one common purpose,” says Charity Navigator, “—to help others and incentivize ways to give more, give smarter, and celebrate the great American spirit of generosity through charitable contributions and volunteerism.” How can your business incorporate giving into your holiday marketing campaign? It can be as simple as a clothing or food drive, coordinating a volunteer outing for your staff at Carpenter’s Shelter, or other creative ways to give back.

Altogether, Black Friday, Buy Nothing Day, Small Business Saturday, Cyber Monday, and Giving Tuesday combined give you an amazing retail marketing platform on which to make your Q4 a profitable and enjoyable buying season for your Small Business and your local community. And, don’t forget to take advantage of the Social Media media storm that is happening around the hashtags #shopsmall, #blackfriday, #cybermonday and #givingtuesday over the next few days and into next week.

As always, we are here to help with startup to veteran to growth businesses, and we’re no-cost! Let us know how we can help, and we hope you have a great holiday season!

This blog was originally posted on AlexandriaSmallBusiness.com on 11/27/14. 

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Productivity Tools for Time and Email Management

This week’s post was written by Ray Sidney-Smith of W3Consulting, social media consultant and facilitator of the monthly Roundtable for the Alexandria SBDC. If you had all the time in the world, would you ever get much done? The British naval historian Cyril Northcote Parkinson would say unequivocally that you would not. After all, you… Read more »

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Productivity Tech Tools November 2014This week’s post was written by Ray Sidney-Smith of W3Consulting, social media consultant and facilitator of the monthly Roundtable for the Alexandria SBDC.

If you had all the time in the world, would you ever get much done? The British naval historian Cyril Northcote Parkinson would say unequivocally that you would not. After all, you had as much time to complete things as you wanted, so what’s the rush? Parkinson’s Law, named after Mr. Parkinson for his extensive observations of working at the British Civil Service, states that work expands to fill the time allotted to complete it. As Small Business owners we all need to recognize the value of our time, and more importantly the effectiveness of the skills, strategies, people, and tools that influence our outcomes. In doing so, we harness the power of not just our personal productivity but also that of the success of our businesses. Every month, Alexandria Small Business Development Center hosts the Business Development Roundtable, where Small Business owners and their representatives come to talk about topics that make a difference in our business and professional lives. November’s Roundtable was all about using productivity tools (that you already have) to use our time and energy better. We had a great turnout and the group started with a discussion of the virtues of their own personal productivity. Where do you struggle with personal productivity? Where do you excel with your time, team, task and project management skills? People had a wide range of struggles and areas of prowess in their own work worlds; we honed in on time and email management in this Roundtable.

Time Management

The Roundtable participants shared their calendar and time planning tools. Several attendees keep digital and analog calendars. Some keep a calendar planner that they carry with them or have at their office desk, so that they can quickly and easily capture events and appointments in their planners without additional technology. Others need the connectivity to share their calendars with others, and like that they can carry their calendars in their smartphones, so they choose to use software-based calendars. And yet others keep a dry erase board-style calendar that helps them map out their weeks, months and more, to get a higher perspective on their time planning.

The question was asked about how to invite people to events (such as a sales meeting, or to lunch), and whether text (SMS) messaging was appropriate. I took the question, since I actually have a strong opinion on the subject. While I regularly communicate via SMS with my family, friends and staff, I connect infrequently with clients, colleagues, vendors and other work-related contacts via text messaging. It is still primarily via phone and email. And, I need to really look at my calendar and look at other planning documents to usually decide on when something might be a good time to meet with a prospective vendor, partner or other business contact. That said, I would very much rather a phone call followed up by an email, or just an email, explaining why one wants to meet with me. That’s just me. And, that’s my point. I believe that you must ask people how they best like to be communicated with in order to be most effective in getting in someone’s calendar. Sometimes you don’t need to ask directly, as you can find out from others, but you need to find out how a person best plans and communicates. This puts them in the right mindset to make the best, most favorable decision to meet with you.

Also, I mentioned during the discussion section about calendars a really awesome Kickstarter project called the Pivot Calendar. Pivot Calendar is an adhesive, repositionable project management tool for your Small Business. You plan by the quarter, so you can have one, two, three, or four quarters up on the wall in your business. What makes it really unique (as you can see in the video above) is the ability to create a horizontal timeline as well as plan within the weeks vertically. It’s a very flexible planning tool for any business or organization.

Email Management

When it comes to the number one productivity drain people in American corporate and small business talk of, it’s email. Email is a double-edged sword because it’s also an amazing technology that has revolutionized the way businesses and consumers alike communicate. It can be the most productive tool in your business arsenal, or the bane of your professional existence. Thankfully, most of that is up to you! At the Roundtable, several people asked and answered questions about the specifics of their email tool.

Sanebox Email Management Tool

One cool tool that was discussed was Sanebox, an email management tool that works with any email system. The way it works is that it connects to your email service (such as Gmail, Microsoft Exchange, Yahoo, AOL, Outlook/Live) and on mobile devices (i.e., iOS and Android) so you can manage through Sanebox. It creates “smart filters” that separate unimportant email messages from the important ones for you. As well, it categorizes, spam proofs your email, unsubscribes email newsletters with one click, defers email you want to read or respond to later, and can even save email attachments to your Dropbox file storage account for you. It’s a pretty powerful tool for the Small Business owner looking to maximize their time spent on email.

Because of the success of our discussion this month, we resume the Roundtable program in January (as we don’t meet in December) with a follow-up to this month’s topic. We will cover the areas we didn’t get to discuss at this session: task, project, and team management productivity tools. As a productivity enthusiast, these topics speak particularly to me personally, professionally and intellectually. More importantly for you, these productivity tools help you make more money, have more time for your family and friends, increase your quality of work and life, and decrease distress (the negative kind of stress) overall in your daily life. There are countless other granular benefits, but I’m sure you can think of those yourself. In the next month, I offer you this wisdom from the group—make time to take time to consider the productivity tools you use already and how well you use them. You don’t need more tools to become more productive most often. It is usually a matter of making better use of the tools you already possess, digitally and physically.

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Celebrating Veteran Entrepreneurs

This week, as we celebrate Alexandria Honors Veterans Week, the City publicly recognizes the value that veterans bring to our community at large. Here at the Alexandria Small Business Development Center, we recognize that veteran entrepreneurs enhance our business community as well. This recognition is part of what led to the formation of the Alexandria Veterans… Read more »

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Veterans for Economic DevelopmentThis week, as we celebrate Alexandria Honors Veterans Week, the City publicly recognizes the value that veterans bring to our community at large. Here at the Alexandria Small Business Development Center, we recognize that veteran entrepreneurs enhance our business community as well. This recognition is part of what led to the formation of the Alexandria Veterans Business Enterprise Center (AVBEC), which has co-hosted several events for veterans in business this week. Whether you are looking to start a business, grow your business, network with other veterans in business, or explore career opportunities, AVBEC is available to support and guide veterans at any stage in the process.

In addition to the activities this week, last week was National Veterans Small Business Week. In support of this, several articles and blog posts were published to highlight why veterans excel as entrepreneurs. Additionally, there were several articles written on the current trends in the veteran business world. We’ve rounded up a few of these articles to share with you below:

Emily McMahan, the director of the AVBEC, was also featured in an article this week. This article, which appeared in technical.ly DC, explains an exciting new addition to the AVBEC program. The Bunker, a Chicago-based incubator for veterans, has chosen the AVBEC as its expansion location in Washington, D.C. The Bunker also announced that it will be expanding to six other cities, including Philadelphia, Tacoma, Los Angeles, and Austin. AVBEC is anticipating welcoming its first class of veteran entrepreneurs in early 2015.

We would like to thank all of our veteran clients for their service and for the contributions they have made to our Alexandria business community. We are also thankful for the veterans who lead our economic development organizations. Many people my be surprised to know that Bill Reagan, Executive Director of the Alexandria SBDC, and Val Hawkins, President and CEO of AEDP, are both veterans. They, along with Emily McMahan, are pictured in the image that accompanies this post, and we are grateful for their leadership and the skills they bring from their time in the military.

As we wrap up the events of Alexandria Honors Veterans week, we look forward to continuing to work with our veteran business owners and to supporting the first class of veteran entrepreneurs at The Bunker.

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Leveraging Innovative Community Resources

In an ideal world — one where small businesses have unlimited time and money — entrepreneurs would employ a bevy of experts to advise them in a variety of areas. In reality, most small businesses make do with limited resources and usually lack the capacity to engage consultants. There are, however, opportunities for business owners… Read more »

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Business_School_studentsIn an ideal world — one where small businesses have unlimited time and money — entrepreneurs would employ a bevy of experts to advise them in a variety of areas.

In reality, most small businesses make do with limited resources and usually lack the capacity to engage consultants. There are, however, opportunities for business owners to leverage community assets to access otherwise unaffordable assets. For example, we often overlook our local universities, which are an amazing resource for the small business community.

Through a partnership with the Alexandria Small Business Development Center, local business owners enjoy the opportunity to spend a semester working with teams of students from Virginia Tech’s Pamplin College of Business MBA program. This 15-year-old partnership has saved entrepreneurs time and money.

More than 50 Alexandria-based businesses have taken advantage of the MBA program since its inception, usually between three and four each semester. Past participants include retailers, professional service firms, graphic designers, art galleries, daycare centers, food service businesses and pet services. To participate, business owners submit simple applications — and project proposals — that describe their needs, which can be anything from operational issues to new ideas that the entrepreneur may not have the time or expertise to implement.

Student teams select the projects that appeal to them and begin functioning as consultants, meeting a few times with the owner, conducting research and finally delivering an in-depth report complete with recommendations. Project topics include general operations strategy and competitiveness; quality concepts; product and service design; process planning and technology decisions; facility location and layout; forecasting; capacity planning; distribution; and inventory management.

These projects are not abstract academic musings. They have very tangible payoffs for the small businesses involved. Here are a few examples of businesses that have benefitted from previous student projects:

  • Students working with the Christmas Attic conducted in-store customer surveys and proposed that the owners consider a store for all seasons. That recommendation played into the development of the store’s Urban Attic.
  • When Mom Made Foods was planning for national expansion of their healthy organic frozen foods in 2008, an MBA team researched storage and distribution options. That help facilitated their coast-to-coast expansion very soon thereafter.
  • A graduate student team’s analysis of the cost components of each of Popped! Republics’ popcorn products led to improved pricing calculations for each of the products distributed via their food truck, retail and online storefronts.

Planning is in progress for future projects with Virginia Tech, and we encourage business owners to contact the center for more information on how to get involved. Resources for small businesses can be found across our community when we work together and are willing to think outside the box.

This blog first appeared in the Alexandria Times on October 31, 2014.

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