Telltale Signs Of An Amateur Entrepreneur

Having operated two businesses that focus on helping others establish a solid online presence, I have run across my share of entrepreneurs who are just starting out. More often than not, they are kicking the virtual tires of some “big idea” and looking for either validation or cheap resources to help them achieve their dreams of freedom and untold wealth.

I can usually spot the poseurs a mile away. They are slipshod in their presentation and obviously haven’t put any real thought into turning their idea into a real, viable business model.

Below is my short list of the Telltale Signs of An Amateur Entrepreneur. If I see any of the items on this list, especially three or more, I quickly and politely decline the opportunity to talk further. In more than 10 years in the web design and marketing business, I’ve only encountered a single person who matched this profile yet actually developed a profitable venture.

• You don’t have a professional email address. The easiest thing in the world is to register your own URL and get an accompanying email address. If you haven’t even gone this far and are flying under a free Yahoo or Gmail address (or, worse, AOL), keep moving.
• You don’t have a website. This sin can be overlooked if an entrepreneur is in the very early stages of conceptualization. It also makes sense if you are looking specifically for someone to build a website for you. But if you’ve been noodling an idea around for a lengthy period and still don’t have even a barebones web presence, something is amiss.
• You don’t have a plan. You don’t necessarily need a formal plan, but you should at least have a clear outline of your business and your needs. For example, if you need a website, you should take the time to prepare a list of the pages and high-level functionality you need, along with an idea (range) on what you are willing to spend.
• You work from home. OK, this is a broad-brushed critique, and I actually fall into this category. There is nothing wrong if you work from home, but have your act together with an established corporate structure (i.e., some form of incorporation and a tax ID), professional web and email addresses and a business license. Otherwise, it’s a hobby at best. When I approach big companies for information, I understand that they won’t take me seriously without those other milestones having been met.
• You use your cell phone or home phone and don’t have a dedicated work number or fax. There are simply too many other ways to convey a more professional image with a phone number, without spending a lot of money and without buying equipment or getting some expensive plan. Three services I use and recommend are Google Voice, Skype and Kall8. Of course, having a fax number is not as important anymore, but it helps to cover that base just in case.
• You have no logo or one that was designed in Word. Any business worth its salt needs a decent image, starting with a logo—and not one you whipped up yourself in Word or PowerPoint. Unless you have graphic design skills and the proper software, leave this to a professional.
• You don’t have a business card or letterhead. Or alternatively, you have either or both, but the printing quality is utterly cheap, like you ran it off your own laser printer. While letterhead is certainly not as prevalent anymore, a business card is still pretty much a given. And we’re talking about one of the first impressions you might make on someone. So why would you skimp on this? Plus, there are plenty of places to get quality printing done very cheaply.

Be aware of the types of red flags you are sending up when you start approaching service providers for help with your business. If you’re lacking in certain fundamentals, be prepared at the outset to explain why.

Do you have any items I should add to this list?