High Technology in the Once Low-Tech World Of Small Business

Harvey Mackay the author of the New York Times #1 bestsellers Swim With The Sharks Without Being Eaten Alive and Beware the Naked Man Who Offers You His Shirt. Offers great observations and tips on the phenomena of "The invasion of highbrow technology into the once low-tech world of small business."

In an article published in the Rochester, MN, Post Bulletin, How I went from low-tech to high-tech he cies many examples and suggests several ideas on how small business owners should respond. 

Here is a summary of the examples and tips he writes about, read the full article here.

• In New York City, a shoeshine shop with CRN on a big screen TV.

• Dentists now have "the power to automatically text message appointment reminders" to their customers.

• Doctors with computer terminals or Wi-Fi access in reception areas so queued-up patients can sign on to read their e-mail.

Most small-business people are far more computer-savvy today. What's more, costs have plunged and availability has surged. Earlier this year, Steve Rucinski wrote on podcasting for Small Business Trends and noted: "With forecasted sales of over 120 million MP3 players and 200 million MP3 enabled cell phones in 2007, the potential audience for podcasts continues to grow at a strong pace." Rucinski says you can launch your own podcast studio with a $500 kit. "Internet-based radio stations are emerging to serve the small-business audience," adds Rucinski.

How should the small businesses keep a handle on the technology surge?

• Look for the trends that are right for your niche. Don't just pump up your Internet presence to be techno-chic.

• Flush out the mechanical bottlenecks. You can spruce up your high technology to be the hottest in cyberspace, but if you don't have enough phone lines and receivers to handle demand, what will it matter?

• If you're in the service sector, definitely scout what's happening in the mega-cities.

• Computer files offer an unprecedented opportunity to keep customer records. Those same files allow you to pinpoint what really rings the register. If you're a carpet cleaner, for instance, you might find 80 percent of your January revenues are in lifting red-wine stains out of ivory-white plush.

• Get competent and reliable technical assistance.

• Ask your customers, especially younger ones: What can we do to make your life more informative or easier?

The Internet is like the computer was before it. Both are tools. They can revolutionize how you administer and publicize your business, regardless of the size of your bottom line. But there is no substitute for the product itself. Stay abreast of the trends, but stick to the business of keeping your core products and services competitive.

Mackay's Moral: Minus know-how, the cutting edge can cut a deep gash.