leveraging broadband to grow your small business
DESCRIPTION
This presentation discusses why and how the Internet matters to small business and reviews statistics and findings on how small businesses are currently using the Internet and what they need to do to increase adoption.TRANSCRIPT
November 7, 2013
Leveraging Broadband for Your Business 33 Presentation for: Newark Tech Week
Presented by: Rania Kort
The NJ State Broadband Initiative
The New Jersey State Broadband Initiative
About the State Broadband Initiative
• Why and How the Internet Matters to Small Business
• Why and How the Internet Matters at the National and Global level
• How Are Small Businesses Leveraging the Internet Today? • What Do Small Businesses Need to Increase Adoption?
• Adoption Barriers • How we are addressing those barriers • The Internet Adoption Workshop Series
• Next Steps
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The New Jersey State Broadband Initiative
About the State Broadband Initiative
Federally funded grant awarded by the National Telecommunications
Information Administration (NTIA)
New Jersey Office of Information Technology was awarded the grant, which
goes through January 2015
Background
To build awareness of the importance of the internet for small business growth
To better understand the Internet needs of small businesses in NJ
To provide technical assistance and educational resources
Small Business Program Mission
Support economic growth, global competitiveness and job creation
Foster communication and collaboration statewide with
organizations that support small businesses
Help formalize a program and plan to help small businesses
increase internet adoption
Goal
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The New Jersey State Broadband Initiative
Partner
“…. to retain, attract and grow businesses and enhance small and minority business capacity …. “
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The New Jersey State Broadband Initiative
http://www.youtube.com/watch?v=9rzYua2TiD4
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The New Jersey State Broadband Initiative
Why it Matters for Small Businesses to be Online
The New Jersey State Broadband Initiative
Why It Matters for Small Businesses to be Online
1 It is where buyers go
…. make buying decisions
…. to find businesses
….and make purchases
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The New Jersey State Broadband Initiative
Why the Internet Matters to Small Business
Research
Buying Decisions
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The New Jersey State Broadband Initiative
Why the Internet Matters to Small Business
85% use it to find LOCAL businesses
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The New Jersey State Broadband Initiative
General Use of Broadband for Small Business
• Planning
• Market Research
• Obtaining Competitive Intelligence Online
• Identifying Customer Needs
• Marketing, Sales and Customer Service
• Online Marketing and Lead Generation
• E-commerce
• Bidding on Contracts Online
• Global and Instantaneous Exposure to Markets
• Online Support Services
• Customer Communication
• Operations
• Online Purchasing
• Virtual Inventory and Online Inventory Management
• Online Collaboration Across Supply Chain
• Support of “Green” Operations
• Finance/ Investing
• Online Billing
• Electronic Credit Checks
• Electronic Payments
• Streamlined Accounts Payable
• Support of “Green” Operations
• Sourcing and Partnering
• Advertising Job Openings Online
• Accepting Job Applicants Online
• Search Online for Specific Talent
• Creative Employment Compensation
• Remote Working Arrangements
• Qualifying Strategic Partnering
It enables small businesses to use it in all areas of their
business:
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2.
The New Jersey State Broadband Initiative
Why the Internet Matters to Small Business
It is a platform for innovation that is at the center of a business ecosystem 3.
Innovation
Marketing
Sales
Service & Support
Fulfillment/ Operations
Products/ Solutions
Strategy
Increases market access
ability to compete
locally and globally
Increases
effectiveness
Reduces costs More efficient
Innovation
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The New Jersey State Broadband Initiative
Why the Internet Matters to Small Business
Small businesses that are NOT using it
are not only losing many opportunities to grow,
but are risking losing their business
…. to competitors who are leveraging its power.
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The New Jersey State Broadband Initiative
Broadband Goals at the National Level
The New Jersey State Broadband Initiative
Leveraging the Power of the Internet is included in
the national economic goals
And since small businesses are considered a significant contributor to the economy,
• funding and technical assistance programs are focused
to help deepen their skills on how to adopt and leverage the Internet
as a initiative for : advancing global competitiveness
creating jobs
stimulating innovation
The National Broadband Plan
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The New Jersey State Broadband Initiative
The National Broadband Plan
National Broadband Goals
1. 100 million US homes to have access to affordable broadband at 100mb/sec
2. US to lead the world in mobile innovation with fastest most extensive networks
3. Every American to have affordable access to robust service and the skills to subscribe
4. Every community to have affordable access to at least 1 gigabit/sec broadband service
5. Every first responder to have access to a nationwide wireless interoperable broadband public safety network
6. America to lead in the clean energy economy and for every American to have the ability to track and manage their real-time energy consumption
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The New Jersey State Broadband Initiative
How Are Small Businesses Leveraging the Internet Today?
The New Jersey State Broadband Initiative
“ Many small business owners are still not adopting internet marketing approaches and modern technology. “
How are Small Businesses Leveraging the Internet Today?
0
20
40
60
80
100
Yes
No
not
Source: http://www.yodle.net/files/smb-sentiment-report.pdf
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Big adoption gap in leveraging technology to grow
The New Jersey State Broadband Initiative
How to Find New Customers
Concern
Finding
New Customers
Affording Benefits
Keeping Current
Customers
Keeping up with the expenses
Top concerns #3
#1 #2
#4 4
#1
Concern #3
How to Keep Existing Ones
How are Small Businesses Leveraging the Internet Today?
Source: http://www.yodle.net/files/smb-sentiment-report.pdf
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The New Jersey State Broadband Initiative
Most are putting little or no money into getting customers
Do not spend $ on marketing 38%
23%
21%
Are investing
~ $3000 /yr
18%
~ $3000- $6000 /yr
And more than half (56%) do not measure the results of their marketing programs
Source: http://www.yodle.net/files/smb-sentiment-report.pdf
How are Small Businesses Leveraging the Internet Today?
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The New Jersey State Broadband Initiative
The Internet is the vehicle that can address the top concern for small businesses but small businesses are still struggling trying to figure out how to adopt it.
How are Small Businesses Leveraging the Internet Today?
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The New Jersey State Broadband Initiative
What Do Small Businesses Need to Increase Adoption?
The New Jersey State Broadband Initiative
Internet Adoption Barriers
According to a survey we conducted with NJ small businesses, the top 3 barriers that are keeping small businesses from leveraging the Internet
- Lack of knowledge
- Lack of time
- Lack of resources
NJ Small Businesses
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The New Jersey State Broadband Initiative
Awareness Training
Planning Your Internet
Business Strategy
Technical Assistance
Using the Internet to Compete and Grow
How we are helping address the barriers
Finding and partnering with organizations that support small businesses
Adopt
Present
Small Business Advisory Council
Share/Reinforce
Identifying
Possible
Funding
Options
Internet Marketing Plan Interview
on the Newark Small Business Show
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Graduates| Online
SMALL BUSINESS
The New Jersey State Broadband Initiative
Using the Internet to Compete and Grow
The Internet Adoption Workshop Series
1. Learn the difference between having a website and having a website that brings in leads & sales
2. Learn what tools and platforms exist to expose, promote, and advertise your business
3. Learn how to select competitive keywords for your business and where to use them
4. Learn the strategies and tools for getting you to the top of the search engines
5. Learn the tools to create credibility and exposure in your market on an on-going basis
6. Learn how to deliver a compelling marketing message through Internet-enabled technologies
7. Learn innovative ways to leverage the internet to package our products and service customers
A comprehensive overview of how you can use the Internet to grow your business
The New Jersey State Broadband Initiative
Using the Internet to Compete and Grow
The Internet Adoption Workshop Series
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2
3
4 5
6
7
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• 1 session/ week for 8 weeks • Sessions will be on Tue/Sat • Homework
First Program to Start in January- February 2014
Internet Strategies and Tools
Website
Ecommerce
Search Engines Directories, Platforms &
Marketplaces
Online Advertising
Mobile Marketing
Content / Video
Marketing
Social Media and Email Marketing
Internet Marketing
Plan
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The New Jersey State Broadband Initiative
>> Some of the Adoption Programs
o Connect2Compete Program o Lifeline Universal Service o Connected Nation o Computers For Youth
o EveryoneOn Program
o OneEconomy
o FreedomPop
o Internet Essentials
Technical assistance, location advisory, incentive analysis, grants or assistance with crowdlending or crowdsourcing campaigns may be available through BCDC for qualified candidates
Available Programs to Increase Adoption (available to low income households and qualified families)
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The New Jersey State Broadband Initiative
Next Steps
The New Jersey State Broadband Initiative
If you are interested in the program
Next Steps
Get priority to appear on the small business show
Get your video and use the tips you learned to market your business immediately
Get featured in the next newsletter for more exposure
First Name: Last Name: Email: Business Name Industry # of years in business Size of Company Your Biggest Challenge Your aspiration
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The New Jersey State Broadband Initiative
STAY CONNECTED!
http://connectingnj.state.nj.us
THANK YOU!
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The New Jersey State Broadband Initiative
Questions? / Feedback?
The New Jersey State Broadband Initiative
Resources
Statistics http://www.themainstreetanalyst.com/2013/06/03/small-business-success-using-the-internet-and-social-media-infographic/
http://success.1and1.com/wp-content/uploads/2013/06/SBS-Research-Final.png
http://www.dowitcherdesigns.com/blog/the-power-of-online-reviews-for-small-businesses/
http://www.dowitcherdesigns.com/blog/the-power-and-value-of-online-reviews/