Wild Streak

According to the latest Domain Name Brief from Verisign, the Internet grew by 1 million domain names in the first quarter of 2010. By the end of the first quarter this year, over 193 million top level domain (TLD) name registrations were recorded, representing an increase of 11 million domain name registrations, or 6 percent, compared [...]

Watching a Hi-5 concert with my kids, I wondered why The Wiggles are so much more appealing – and so much more successful. The answers I came up with gave me new marketing insights for my business.

Tailor your communication to your target audience

HI-5 don't seem to be clear about who their target audience is. They might think their clients are boys and girls under five, but what they do and how they portray themselves doesn’t reflect this.

Their songs and dance moves are complicated and seem targeted for an older group of clients.

Their appearance is also very complex, involving lots of different colours and with each person wearing a different style.

On the other hand, The Wiggles seem very confident about who their ideal clients are. Like Hi-5, they’re appealing to boys and girls up to five years old. The difference is that they’ve tailored their songs, appearance and branding to exactly that audience.

Their songs and dance moves are simple, uncomplicated and easy to understand, repeat and remember. Any complex dance moves are left to their support dancers, and in most cases, are performed in the background rather than the centre of the stage.

There are two lessons here. Firstly, it doesn’t serve us well to try to be all things to all people. Trying to cover all bases may leave potential clients struggling to understand exactly what you can do for them.

Secondly, there’s a lot to be said for being clear on your message and repeating it over and over until your clients are repeating it for you. Watch the index fingers of any child spring into action when they hear ‘Hot potato’… that’s the kind of brand recognition we should all be striving for.

Consistency is key

The Wiggles are famous for their wardrobe, which is simple, uncomplicated, predictable and easy for their clients to identify with. If a guy is in The Wiggles and wearing a purple shirt, it must be Jeff. If his shirt is blue, it must be Anthony. And so on for Murray and Sam in their red and yellow shirts.

Each member dresses the same for consistency. Even when one of the original Wiggles left, they kept his skivvy in play to make it easy for the kids to continue to relate to the band as a whole.

Can your clients expect such consistency from your brand and your business?

Keep it simple

The role of each of the members of Hi-5 isn’t clearly defined. Yes, they all sing and dance far better than I can, but they also seem to want to out-perform and out-dazzle their teammates, with the upshot being that their appearance on screen or stage is very busy.

On the other hand, each of The Wiggles has a simple, well-defined role. Jeff sleeps; Anthony loves fruit salads; Murray likes to play music and Sam likes to sing!

They each seem comfortable in their roles and don't feel the need to over-perform to get noticed.

Don't overcomplicate your message or how you describe the benefits you can provide your clients. And don’t shoot yourself in the foot by trying to steal the limelight from colleagues who are there to support you – instead present a united front, and reap the benefits.

Reputation lasts longer than you think

I must confess that I’m partial to The Wiggles because I used to enjoy watching them back in the 80s when they were The Cockroaches.

It just goes to show that every action you take in your business today has unimaginable implications for the future. And no matter where you start out, your destiny may be somewhere very, very different.

What do you think? Am I onto something here? Get a Wiggle on and leave your comments below.

There’s plenty of justification for getting involved in social media, but for many, the rush overshadows the reason.

A quick trawl through the activities of many on Twitter, Facebook, LinkedIn and closer to home, our very own forums, regularly reveals a gulf where a strategy ought to be. 

Any form of networking or connecting surely needs to have a clearly defined rationale: Why am I doing this? What do I hope to gain? And yes, 'simply for connection and friendship' is a perfectly valid strategy.

Unfortunately, because the world of online networking is so easy to enter, it is attractive to those with a tendency to dive in and blurt it all out.

When’s the last time someone gatecrashed a face-to-face networking event and had any success with a “Look at me!” “Look at me!” “I’m brilliant!” approach?

Online this kind of clumsy, ill-considered activity happens all the time. What’s worse, because the offender can’t see a mass of incredulous, horrified faces, he/she and other observers, assume it’s the way to go.

And so the behaviour proliferates and the medium’s effectiveness is diluted.

I’m not interested in how good you are, I want to know how you can help me.

Clearly such activity does not and will never work. The side effect is that these naïve newbies soon run out of steam and leave, never to return.

“Yeah, tried that. It was useless.”

Frankly, I’ve been there, done that and if wasn’t for seeing how others connect via our forums, I’d probably remain inactive and ineffective.

On the other hand, those who use it wisely will find social media works a treat.

To paraphrase a conversation I had with one FS member last week:

“Once you do good work for someone in the forums, word spreads quickly. People tend to trust you more than if they found you on some random website. Clients coming via Google see me as a computer rather than a real person and are ten times more painful than those who find me on Flying Solo.”

Of course social media is about more than helping you promote business  A more valuable outcome for many is how it can help you observe and learn from others.

Follow, connect and commune with the right people and you’ll pick up new skills, generate new ideas, create more opportunities and have more fun.

You’ll also work out why it’s well worth all the bother.

What say you? Expose yourself now and let us know what you think.

As a self-confessed mumpreneur, I’m adept at juggling work calls on the school run, networking in the playground, and creating an illusion of always being available but only actually working the hours I want to.

There are many benefits to home-based business, but I’ve also learned the hard way that you need to plan ahead for the following five challenges.

1. Not being taken seriously

My father-in-law only started talking about my ‘work’ once I moved it out of the spare bedroom and into a shared studio. Before that, a home-based job didn’t count in his eyes. Similarly, a friend is frustrated that her in-laws dismiss her financially successful business as a hobby.

Another friend struggles to take herself seriously because her business doesn’t generate much revenue. Yet it’s taking up increasing amounts of time and has enormous potential.

It dawned on yet another fellow mumpreneur that while her partner took her business seriously, the kids didn’t. She started making sure she talked about her day over dinner, and they soon understood that she wasn’t just making their beds while they were learning their times tables and swapping Pokemon cards.

2. Putting unrealistic expectations on yourself

“Yes! I can turn that job around by tomorrow!” I used to be so utterly grateful for any work that came my way, I’d respond too quickly, create too many deadlines, and have no one to delegate to.

Before you pounce on an opportunity, think about what you can actually achieve – and what your client really needs or expects from you.

3. Squeezing work into naptime

While it’s been suggested that a sleeping child could be the ultimate time management tool, I couldn’t disagree more. Just when you think it’s all under control, the routine shifts. One moment you can count on a three-hour daytime nap, the next there’s no naptime at all. And this change usually occurs without warning, resulting in an over-tired toddler and a very cranky parent.

I used to rely on a few hours of work at the end of the day, but now that we all eat dinner together and the kids are still awake at 8 o’clock, that window of opportunity is firmly shut. Besides, I’d rather settle down in front of MasterChef with my family than catch up on emails.

The needs of a baby or toddler are different to those of a kindy kid or teenager. Plan ahead for change and set up childcare or after school arrangements to fit. Talk to parents with older children to see how they manage challenges such as the never-ending school holidays and fitting ballet, AFL training, kickboxing and chess club into any ‘spare’ after school hours.

4. Working on everything at once

New website, school homework, PowerPoint presentation, planning and cooking dinner, meeting clients, cleaning the bathroom, developing a marketing strategy, booking the plumber, chasing invoices, and whipping up a sponge for the P & C cake stall… that’s pretty much a typical day for a mumpreneur, especially one working from home.

If you constantly combine home duties with work duties, you may feel like you’re not covering either task very well. I found that once I stopped working from home, the boundaries were much clearer. And my dear husband hung the washing out and cooked dinner more often.

If working away from home isn’t possible, you need to be very firm with your time. Dedicate solid blocks of time to the work at hand before thinking about the next cycle of washing. And hire a cleaner. 

5. When it all goes pear-shaped

This is also known as ‘when your child gets sick’.

One of the advantages of being a mumpreneur is meant to be that you no longer feel guilty calling your boss to take the day off because your child needs to go to the doctor, hospital or dentist.

Instead, you’ll feel guilty calling your clients to advise them you’ll need a little longer on their project. And that’s an even harder phone call to make when you consider the effort it took to win their business.

When children are small, they take a long time to shake off nasty viruses and there are many weeks (sometimes entire winters) where you feel like you never get to work on anything at all.

If your partner can share the load on this caring responsibility, let them. If you were working in an office, they’d have to. But if not, factor this possibility into pitfall number two and don’t promise that job by tomorrow, just in case your little angel comes down with gastro tonight.

Is building your business around your family going the way you’d hoped? What nasty shocks have you encountered along the way? How did you overcome them?

I wonder if Google founders Serge and Larry ever envisioned this happening as they were tinkering away in a garage in the 90’s on their search engine. The Australian Federal Government has requested the Australian Federal Police investigate Google in related to alleged privacy breaches. According to an ABC news report, Australian Attorney General Robert McClelland [...]

Information for employers on the proposed legislation…

Paid Parental Leave schemeFriday 21 May 2010

The Australian Government is planning to introduce a Paid Parental Leave (PPL) scheme as announced in the 2009/10 Federal Budget.

The proposed scheme will be made available for eligible working parents who are primary carers of children that have been born or adopted on or after 1 January 2011.

Legislation for the scheme is expected to be passed in June 2010.

Employers can stay informed of PPL developments by visiting our Paid Parental Leave topic.

Is your business ready for the change?

National Trade MeasurementFriday 21 May 2010

From 1 July 2010, the Australian trade measurement system will be transferred to the National Measurement Institute (NMI).

The new system will consolidate the former trade measurement responsibilities from each of the states and territories. New National Trade Measurement Regulations will come in to effect and will impact businesses from 1 July 2010.

The new regulations cover:

• the use of measuring instruments for trade
• testing and verification of measuring instruments in use for trade
• transactions by measurement
• pre-packaged articles
• licensing of public weighbridges and instrument
• verifying businesses (servicing licensees).

For more information on the introduction of the national trade measurement system and what impact it may have on your business, visit the National Measurement Institute website.

Simplifying your super obligations to your employees...

Small Business Superannuation Clearing HouseTuesday 25 May 2010

Are you a small business with less than 20 staff? You can now register to use the new Small Business Superannuation Clearing House, which will be fully available through Medicare Australia from 1 July 2010.

The new service is free, optional and enables you to pay your employees' superannuation benefits into one location in a single transaction, after which the Clearing House will distribute the employees' benefit to their nominated financial institution. The service also provides a reporting function that allows you to access records of your contribution history.

For further information on how the Clearing House can help reduce your red tape and compliance costs, or to register online, visit the Medicare Australia website.

Want to get more from being online?

Small Business OnlineWednesday 26 May 2010

If you are not yet online and would like to be, or if you are already online and would like to expand your opportunities, then AusIndustry's Small Business Online providers may be able to help you. They are offering free or low-cost skills development and/or training and mentoring to small businesses, including home-based businesses, assisting you to maximise your online business.

There are 47 providers across Australia. To find out how to access these services visit the AusIndustry website.

Find an event near you

NSW MicroBiz Week 2010Monday 31 May 2010

From today through to 4 June, Industry & Investment NSW is hosting their annual MicroBiz Week. This week of events has changed name since it was run last year, from Home-based Business Week, to reflect the expanded coverage of events which now aim to assist home-based, solo and micro business operators.

Some of this year's events include:

• marketing a service
• your guide to networking excellence
• starting your own business.

To find out more about MicroBiz Week or to find an event near you, visit the MicroBiz Week website.

You can also find these events and more in the business.gov.au Events calendar.

Guide for negotiating risk allocation in Government procurement contracts…

Liability risk assessment guideThursday 27 May 2010

The Government has developed a liability risk assessment guide for Government procurement officers which may also be of assistance to businesses.

The guide encourages Government procurement officers to minimise contractual requirements that unnecessarily shift risk and liability to businesses.

Businesses can use the guide to highlight case studies and the model liability clause if they feel they are being made to assume unreasonable levels of risk and insurance.

View or download a copy of the guide by visiting our Tenders & Contracts topic.

Find out if your business is eligible…

Apprentice bonus for small businessTuesday 01 June 2010

Small businesses who hire young apprentices and train them in traditional trades identified as experiencing a national skills shortage may be eligible to receive a Government bonus.

By accessing the Government's Apprentice Kickstart Extension, employers may receive $3,350 in bonus payments in addition to the existing $1,500 commencement incentive if they engage and retain a new apprentice under 19 years old in a skills shortage trade.

The full list of skill shortage trades is available on the National Skills Needs List.

For more information, visit the Australian Apprenticeships website.

Applications now open…

Australian Export AwardsThursday 03 June 2010

Applications for the 48th Australian Export Awards are now open in all states and territories. The awards recognise and honour exporters who have achieved sustainable export growth through innovation and commitment.

For more information about the awards, visit the Australian Export Awards website.

Have your say on the proposed changes...

Consultation invited on business name registration changesWednesday 02 June 2010

Consultation is now open on the Australian Government's proposed changes to business name registrations. As part of the Australian Business Number (ABN) Business Names Registration Project, the Government is providing funding over four years to develop a national online registration process for ABNs and business names, including trade mark searching. The new system is expected to commence in 2011.

Some key features of the new system include:

• The establishment of a national business name registration system. New businesses will be required to register under this system unless trading under their own personal names. Current business names registered with state and territory agencies will be automatically rolled into the new system.
• New business name registrations will require an ABN and applicants will be able to apply for an ABN at the same time as registering a name.
• Some business names, such as those which are too similar to a current name or are considered misleading, will not be able to be registered.
• A business name may be cancelled at any time by either the business name holder or the Australian Securities and Investments Commission (ASIC), providing appropriate notice is given.
• New review and appeal procedures will allow applicants and third parties to request reviews of decisions made by ASIC, and if necessary appeal decisions through the Administrative Appeals Tribunal.

You can have your say on the proposed changes until 27 June 2010. For more information or to provide feedback, visit the Department of Innovation, Industry, Science and Researchwebsite.

To have your say on many other new policies and regulations that may affect your business, visit the Business Consultation website.

For more information about PPL for employers visit australia.gov.au and the Family Assistance Office websites. Information will be periodically updated in the lead-up to the implementation of the scheme.

Where can I find more information about PPL?

For more information about PPL for employers visit australia.gov.au and the Family Assistance Office websites. Information will be periodically updated in the lead-up to the implementation of the scheme.

Employers can also download a copy of the draft Employer Business Requirement Statement (PDF, 0.34MB) which explains in more detail the role of employers in paying Parental Leave to their employees. Employers are also able to provide feedback and comments about the draft statement.

It is the employee's responsibility to lodge their claim with the Family Assistance Office (FAO). The FAO will determine the employee's eligibility for Paid Parental Leave (PPL).

Employee responsibilities

It is the employee's responsibility to lodge their claim with the Family Assistance Office (FAO). The FAO will determine the employee's eligibility for Paid Parental Leave (PPL).

Employees cannot claim PPL until the legislation is passed. Once passed, employees can lodge a claim with the FAO online or in person.

Claims for PPL can be lodged up to three months prior to the expected date of birth or adoption. This means that the first claims may be lodged on 1 October 2010 for children due to be born or adopted on 1 January 2011.

Note: Legislation for the PPL scheme has not yet been passed through Parliament and is therefore subject to change. The legislation is expected to be passed by Parliament before the end of June 2010.

The role of employers is being phased in over the first six months of 2011 to help employers transition to the new arrangements.

Employer responsibilities

The role of employers is being phased in over the first six months of 2011 to help employers transition to the new arrangements.

During the first six months, eligible employees will be paid Parental Leave directly through the Family Assistance Office (FAO). As an employer, you can choose to provide Parental Leave pay to your eligible employees from the beginning of the scheme (from 1 January 2011).

However, employers will be required to provide Parental Leave pay to eligible long-term employees, who have a baby or adopt a child on or after 1 July 2011.

The FAO will contact any employer that is to provide Parental Leave pay to an employee. Employers will need to provide the FAO their bank account details and the employee's pay cycle details.

Employers do not have to provide Parental Leave pay to their employees until after they have received the funds from the FAO. The FAO will provide funds to the employer in advance of the employee's usual pay cycle.

Note: Legislation for the PPL scheme has not yet been passed through Parliament and is therefore subject to change. The legislation is expected to be passed by Parliament before the end of June 2010.

An article on CNN says an IP address shortage looming with new IP numbers running out in as little as 18 months – or will they? Every device that connects to the Internet is issued an IP address – a set of numbers that act as a unique identifier. The Internet currently uses IPv4, which allows [...]

I can’t stand jargon, buzzwords, clichés, corporate-speak or other forms of gobbledegook. They drive me spare.

They make me want to thrash open the window and shout out to the streets: “I’m mad as hell and I’m not going to take it anymore!” – just like Peter Finch’s character in the movie Network. 

You know what I’m referring to. Words and phrases like: 

• Going forward
• Who can speak to this?
• Synergy
• Core values
• Key success factors
• Thought leader

The list is endless and new buzzwords and trendy terms seem to be added every day. The latest buzzword du jour is ‘space’. As in, ‘Our company operates in the XYZ space’. I read a corporate capability document not long ago that informed its poor readers that the company was ‘at the intersection of two expanding spaces’. Aaaagh!

You’ll see numerous examples of this type of language in annual reports, prospectuses, media releases, job ads, corporate mission statements, and web pages.

But it’s not just in the corporate world that we hear this rubbish. It’s all over the place.

Sporting clubs no longer just play footy or cricket or whatever; nowadays they put out a product, build a brand and have a mission. Their players are described as ‘assets’ (some ‘core’, others ‘non-core’) and when the assets misbehave, they are deemed to have rejected ‘core values’ and may then face an ‘involuntary career move’.

At the start of each season, players don’t just slog up and down sand dunes and lift weights, they sit down and establish ‘goals’ and ‘success factors’, and get together to workshop the team’s ‘core strategies’. When the season finally draws to a close, the assets are judged on their key performance indicators. How scary is that? Nothing strikes greater fear into a 110-kilo prop than to be faced with a set of damning KPIs.

Recently I heard cricket captain, Ricky Ponting, say that his team’s good performance ‘has stood us in good stead going forward’. To my battered ears, ‘going forward’ would have to be the most conspicuous example of a buzzword that has become ingrained to the point where people use it without thinking.

You’ll hear the phrase ‘going forward’ used at least three times a night by the smart young people giving the financial summaries on the evening news on behalf of their big bank employers. Bankers love ‘going forward’, and to my mind it vies with ‘at the end of the day’ as the granddaddy of all buzzwords.

I know I’m probably as guilty as anyone, but why do we do it? Do we use gobbledygook because we think it makes us sound smarter? Do we feel it’s necessary in order to make us sound more managerial? Do we use it to shroud our jobs in mystique or make ourselves appear more knowledgeable to our clients?

Why do we feel the need to invent terms? For instance, why does the prime minister use nonsense phrases like ‘programmatic specificity’ when no one has the foggiest what he’s going on about? Does he even know himself?

In his book, Death Sentence, The Decay of Public Language, Don Watson refers to the language used today as ‘debased, depleted sludge… that makes no sense to outsiders, and confounds even those who use it’. I couldn’t agree more.

My advice is to simply stop talking in gobbledegook. It doesn’t make you sound smarter; it just makes you sound like a robot or a parrot. If you must use it, at least confine it to your spoken words and never use it in your published documents.

To deliver a message, the best approach is to write in plain English. Write with your target audience in mind and use words and expressions that are straightforward and commonplace. If you need some help getting started, these tips for avoiding business jargon are worth checking out.

I long to read business-related writing that doesn’t involve interpreting this impenetrable nonsense.

At the end of the day and going forward, I simply seek clarity.

Can you speak to this? Be a thought leader and be the first to add your comments below. You’ll be re-engaging with other members of the Flying Solo community at the emerging interface of an expanding space. Or something like that.

The changes at Google are again flowing thick and fast, with the latest having more to do with personalization – and some directly challenging Microsoft in more than one way. The non-Microsoft related ones – a couple of days ago I noticed under SERP listings an added link, next to “cached” and “similar” called “add to [...]