The Critical 'I'

Read. React. Repeat.

Friday, June 13, 2003

5 BUSINESS MISTAKES TO AVOID
in the biz
Shameless Plug Territory, coming up: This year's Florida Small Business, from the publishers of Florida Trend, is out. I've got a short piece in it.

The genesis of this item was my notice of all these little mom-and-pops cropping up around town, and how they seemed to shutter up only a couple of months after opening. The one thing I sensed they all had in common was that they did squat for advertising and promotion; it's as if they were sure they could rely on friends to be steady customers, or word of mouth, or (even more foolhardy, in this car-centric metro area) walk-up traffic. And so I decided to delve into it a little, hopefully for the benefit of anyone out there who's setting up shop for the first time on a shoestring budget.