Maria Piscopo's Business Library Tips

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Marketing & Business Update
New Technology and Your Business
By Maria Piscopo

Last month, we talked about being ready for the New Year. Now, let's look at the technical side. Not the use of computers for image capture or enhancement but using computers to manage the business side. Is your business as efficient as it could be? Check on these three areas where software programs will help better manage your business. These areas are: accounting, marketing and project management. Using a computer for these tasks will give you more time and energy to devote to the creative side of your business!

The software comes first. The biggest decision you'll make is whether to buy an integrated program (from $2,000.00 to $5,000.00) that will perform all of the above functions or individual software for each function (from $100.00 to $1,000.00 each). Individual software programs are cheaper, but then you'll find yourself doing very time-consuming tasks such as retyping a client's name and address for each function or exiting one program just to find a client's fax number!

Accounting
Whether you buy the integrated programs specifically designed for creative services businesses or just an "a la carte" accounting program, you will be putting your business (and even personal) checkbooks on your computer. When you make a deposit or write a check, the screen looks exactly like a regular checkbook. Look for an accounting program that offers these features:

• Balancing your checkbook
• Memorized transactions for the same payments every month
• Splitting payments into different expense categories
• Finding a transaction by keyword, check number or date
• Compile profit and loss as well as net worth statements
• Print transaction statements by category, payee or date
• Creating and managing budgets
• Give all of the above to your accountant for your taxes

One cation, if you don't start now, at the beginning of the calendar year, you'll have to go back and enter all the current checks and deposits in order to be able to use the reporting and searching functions effectively. Not only will the reports generated from this software help you make good business decisions, you will also save hours of time every week and month spent on bookkeeping and managing your finances.

Marketing
Here's where your software choice is the most critical and gets the most daily use. A database program can organize and maintain client contact information, print reports and mailing labels. With a word processing program that "mail merges", the database allows you to send personal and custom letters for sales, estimates and follow-up. The database can be used for keeping track of names, people, addressees, contact dates, types of contacts, dates for the next contact. You should be able to easily search your database. For example, searching for the names of each annual report client you talked with in March that said to call back in June. You should be able to sort the information as well. A zip code sort allows you to talk to clients in a "geographic" order. Then when you call to get appointments, you are driving around town without doubling back or driving in circles!

There are two basic directions to go with the database purchase decision. One, buy a program that has a pre-existing client profile form and fields of information. This is great if this is your first database and you can simply input the client profile information from your index cards into the existing fields. (A field of information is anything you want to retrieve later, such as addresses, phone numbers or dates of client contacts). Less time at the front end in the set-up, but generally less flexible. Two, buy a program that requires you to design the client profile form (sometimes called a "record") and specify both the length of field names and layout of the form. More time at the start-up, but it will be exactly what you want. Designing the form or record for the "client profile" is critically important for future follow-up. Selling your services can be as simple as managing the information on what clients and prospective clients need and when they need it! The days of the paper sheets and index cards for keeping track of information on clients and prospective clients are over. Selecting the best software for you based on whether to buy an integrated program (works with other functions) or an individual one. Take classes and talk to other creative professionals and find out how they feel about using database programs. I have a great idea! Someone please put any of these questions into my Q&A Forum and let's get some on-line feedback. What programs are you using? What do you like? Not like? How did you shop for your database?

Project Management
Finally, computer software can help you in the management of the production of projects. Most of the integrated software programs combine all of the above functions with project management. They are more expensive but the data entered can then be used in any application. Look for these features when buying project management software:

• Industry standard estimating forms
• The same for invoices
• Delivery memos
• Equipment inventory
• Stock photography management
• Cost analysis for each job
• Supplies and props inventory
• Project management reports

Your challenge is to plan your "business" computer purchases for the maximum value in accounting, marketing and project management services to you. Do it today and let me know how it goes!