Web Mining
Easily accessible Web resources for the small business owner covering everything from demographics to marketing
By Erinn Morgan

Small businesses pack a major punch in our economy. According to the Small Business Administration, there were approximately 22.9 million small businesses in the U.S. in 2002. Representing 99.7 percent of all employers, these entrepreneurs provide approximately 75 percent of the new jobs added to the economy. They are a powerful bunch who are pulling out all the stops to maintain their hold in a marketplace dominated by chain stores and mass merchants.

There are many free online sources to build your demographic and marketing savvy, as well as those that offer free business mentoring and training seminars. Be all you can be—power up your PC and check out the following links.

1. Small Business Now:
http://www.smallbusinessnow.com

This small business site is chock full of information on a variety of marketing topics, ranging from creating winning ads to reaching specific market segments.

The consultant on board is Kim T. Gordon, one of the country's leading experts on the small business market and what it takes to succeed in your own business.

A published author, Gordon has also been interviewed on CNN and "ABC World News Tonight," as well as for articles in the Los Angeles Times, Washington Post, and Newsweek. Her firm, National Marketing Federation, Inc., provides coaching by telephone to entrepreneurs nationwide.

Approximately three million small and home-based business owners read her magazine and online columns each month. Her online "Ask the Expert" lets you get quick help with both critical and day-to-day questions.

You can also access the answers provided to other entrepreneurs.

DOWNside:

Some of this site is devoted specifically to the home business entrepreneur, but there is still a plethora of information applicable to the eyecare professional.

2. U.S. Census Bureau:
http://www.census.gov

An invaluable tool, the Census Bureau stats can help the small business owner with targeted demographic and market research. You can view current population estimates and projections for your state and county (including demographic
components such as age, sex, and race) and compare it with the country.

Another feature of this site is the results of the American Community Survey, a new nationwide survey designed to provide communities with a fresh look at how they are changing. Information is available for each state and many counties. In addition, you can view results of the Economic Census, which profiles the U.S. economy and its industries every five years, from the national to the local level.

DOWNside:

There is so much information here—one can get lost in government-generated numbers for hours.

3. Reveries.com:
http://www.reveries.com

This eclectic site highlights fun and cutting-edge trends in the marketing world. Published by editor Tim Manners, Reveries Magazine has a vast archive of marketing-related articles (i.e., "Marketing to Women") written by national gurus.

Reader surveys provide tips for things like E-mail marketing or targeting the Hispanic market. Reveries publishes interviews with experts, such as Peter Moore, global marketing chief of Microsoft's Xbox, and roundtables with executives from Visa and JPMorgan Chase.

Visitors to the site can also subscribe to Manners' daily e-newsletter, "Cool News."

DOWNside:

Much of the information is brand-oriented or covers the philosophies of larger companies and chains.

However, independent retailers can certainly benefit from understanding all facets of marketing.

4. Marketing Power:
http://www.marketingpower.com

The site of the American Marketing Association (AMA) contains many helpful articles for the independent retailer on consumer and B2B marketing, public relations, advertising, and research.

Visitors can also access informative Webcasts (an extensive archive is available) on topics from advertising and branding to direct marketing and research.

DOWNside:

To view the AMA Webcasts, visitors must go through a sign-up process and provide fairly detailed information on their businesses. The articles, on the other hand, are easily accessible.

While time consuming, the Webcasts are worth the work.

5. Small Business Administration:
http://www.sba.gov

You can dig deep into the Small Business Administration (SBA) site for a seemingly unending supply of small business information.

The Website is packed with information on obtaining business loans, as well as links to free online courses on starting or growing your business.

There is even a comprehensive guide that serves as a roadmap to starting your own business. It includes information on everything from drawing up a business plan and trademarks to regulations and SBA financial assistance.

There are also links to other helpful Websites, including one featuring a business mentoring program as well as links to local SBA offices.

DOWNside:

You can definitely get lost in the catacombs of this site and its numerous links. Be sure to bookmark the home page.

6. MapInfo:
http://www.mapinfo.com

The parent company of AnySite Online, MapInfo provides location information.

For retailers looking to expand their business into new markets, MapInfo offers a comprehensive selection of maps and data, including street data, demographics, telecommunications data, postal data, and administrative boundaries.

Check out this site's complimentary Web seminars, including "The Science of Site Selection."

DOWNside:

These Websites are only useful to small business owners looking to expand their retail doors.

7. The Social Statistics Briefing Room:
http://www.whitehouse.gov/fsbr/ssbr.html

This site provides fast access to current federal social statistics for the 50 states by providing links to information produced by a number of federal agencies. Information can be obtained on demographics topics including, education, health, and crime for your state.

DOWNside:

Because this site is merely a conduit to link you to other federal sites, the information you seek may be a few layers deeper than expected. Seek and ye shall likely find.

8. AnySite Online:
http://www.anysiteonline.com

This is a subscription service that provides detailed demographic reports and site maps.

Users can get specific with features like detailed demographic stats, aerial photography reports, crime risk, and traffic counts for new location planning.

DOWNside:

The cost may be prohibitive to small retailers. The U.S. Base System basic package—which provides census data and projections, updated boundary and street layers, and shopping centers with leasable area—is $99 per month or $995 per year.

9. The Business Sale:
http://www.thebusinesssale.com

Ready to move on? For those interested in selling their small business, this site explains how to follow the right process to get the most for their money.

The Business Sale offers a "For Sale by Owner Program" that reveals proven steps, procedures, and templates for doing it yourself—support is provided via
E-mail under this program. For those who want a professional on the sale, the site also offers "The Business Brokerage Program." Bonus: The site also offers a financial value calculator to figure the current value of your operation.

DOWNside:

Everything costs money.