Starting A Business

This entry is part 1 of 6 in the series Diamonds or Dogs

lemonade stand posterWhen I was a freshman in college I came back home for the summer and my dad and I started a business selling chia pets. We made them in our garage and shipped them to stores around California. Actually, they weren’t Chia pets (because that’s someone else’s trademark) so we called them Green Heads, but they were essentially Chia Pets. We bought pantyhose from Target, filled them with saw dust from a lumber mill close by and grass seeds from Home Depot and then sold them to gift shops. It was fun and it made us a few hundred bucks. I also learned a lot about retail and manufacturing.

My senior year in college I started a comic book shop with a couple of friends. Actually, to give credit where credit is due, my friends did most of the work since they weren’t actually in college but I helped with everything from manual labor to business relations. It was pretty rough but doable with a minimum of resources and a lot of hard work. The store did well and you can still find Alternate Realities in the Lincoln Mall in Rhode Island (thank you Sue and Howie so very much for the wonderful experience). Again, it was a learning experience for me and I came out of it with a healthy respect for the power of accounting and inventory management. [Read more...]

Products Don’t Need To Be Perfect, They Just Need To Be Good Enough

This entry is part 2 of 6 in the series Diamonds or Dogs

Steve JobsPerfection sucks. It’s the enemy of invention, it’s the thing that holds you back. Trying to reach it might be an ok goal but never finishing a project until it’s perfect is the work equivalent of dry humping, it feels good but you never really get to the point. Sorry, but perfection can go to hell, I’ll take good enough any day of the week.

I say all this because I’m struggling with finishing up Diamonds or Dogs, my gift site. There are so many things I want to do. I need more reviewers, more reviews, a better landing page, a better “about us” and more information on why the site is the way it is. That’s just the beginning of my to do list. However, the more I try to get the site perfect, the more I push off the important task of starting to drive traffic to the site. Yes, I want the site to look good but I also want to start doing marketing for it. I want to start linking to it, telling people about it, running an AdWords campaign and the dozens of other things I will need to do in order to get people to my site. I’m not doing any of those things because I’m working on the landing page… [Read more...]

Starting My Own Business – Quick Update

This entry is part 3 of 6 in the series Diamonds or Dogs

Quick update on Diamonds or Dogs.

I added the “Diamonds” side of the site over the weekend, set up the landing page and moved a few blog posts over. I also added more posts and a few new female reviewers.

A few points:

  • I’m actually not an engineer, I learned most of this just by doing. The things I didn’t know I hired people to do.
  • Hiring people is easy these days. You can find qualified folks all over places like eLance or just by asking your network. My graphic designer was a girl I dated a few years ago and my developer is someone I’ve never met who I hired through a website. Total costs for both of them so far are around $700.
  • Total costs for the rest of the site are less than $100. That includes domain registration ($50), hosting ($10 a month), WordPress CMS (Free), Outbrain recommendations (Free), various Google tools (Free), Share This plug in to allow people to “like” posts and share them (Free), Feedburner plug in to allow people to subscribe to a feed of new items (free) and pizza for my first feedback session where my friends told me what they thought of the site ($30).
  • No complicated business issues so far. The only relationship I had to form was an affiliate one with Amazon. They’ll take care of actual ordering and fulfillment and then pass along a share of the profits. Sometime in the future I might work directly with drop shippers but that’s too complicated right now.
  • I’ve gotten amazing support through my network of friends and family. I’m about to publish my dad’s profile and first review plus one of my close friend just got his mom to sign up as a new reviewer.

Next!

My next goals are to start marketing the site.

  • AdWords campaign
  • Facebook campaign, which I’m hoping you, my readers, will help me with
  • eMail campaign
  • YouTube video. Yes, I have a good idea for a YouTube video about gift giving.

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Best of all, this has been a ton of fun and I’ve learned a lot.

Special thanks to my wonderful wife who keeps testing things, making sure what I write makes sense and giving my great ideas for how to improve the site.

How To Generate Traffic To A Website, Part 1 – Search Engine Traffic (SEO)

This entry is part 4 of 6 in the series Diamonds or Dogs
Livros de Redes Sociais, SEO e Web 2.0

A whole lot of books that could be summed up in 10 pages...

Since the site itself is now up and operational, I’ve been spending my time trying to generate traffic.  If you’ve never tried to generate traffic to a site, here’s a brief tutorial.

Search Traffic

Search traffic is made up of people who searched for some term and were then sent to your site by the search engine they used.  These people don’t know your site, they just know the search engine told them it was a good place to go.  By the way, I say search engine but I mean Google.  If you’re optimizing for search engine traffic, you’re optimizing for Google.  By the way, the official term is SEO (Search Engine Optimization).  How do you do SEO?  Easy!

Your goal is to get your site to the top of the ranking for your key words.  For Diamonds or Dogs, those key words are “gifts”, “gift ideas”, “Gifts for men” and so on.  I would like Diamonds or Dogs to show up at the top of the rankings for these key words because most people focus only on the top search results.  In fact, repeated studies have shown that the top 3 results get the overwhelming majority of traffic with the top 1 result having a huge advantage. [Read more...]

How To Generate Traffic To A Website, Part 2 – Paid Search

This entry is part 5 of 6 in the series Diamonds or Dogs

See these links?  They’re the result of a Google search for “Times Square Vacations”.  The three at the top, the red border is something I added to highlight them, are paid search results.  That means someone paid to have their link put there.  Why would they do that?  To drive traffic to their site of course.  Paid search is what feeds the Google machine.  It refers to all the billions of dollars that companies pay Google (and other search engines I suppose, but Google is the biggest game in town) to have their stuff shown at the top of the page and it’s usually referred to as Search Engine Marketing (SEM)

SEM vs. SEO

SEO, which I talked about a couple of days ago, is all about getting your link to the top of the organic results.  Organic results are the things that come after the paid search.  In this case, the two links not highlighted in red.  SEO isn’t something you pay for, unless your doing something unscrupulous, and it’s certainly not something you pay Google for.  However, SEO and SEM are similar in that, in both cases you’re trying trying to get your link to the top of the results where it will be noticed and clicked on by people. [Read more...]

How To Generate Traffic To A Site, Part 3 – Direct and Referral Traffic

This entry is part 6 of 6 in the series Diamonds or Dogs
Raw Statistics - PBS @NewsHour Search Engine Referrals Lose to Social Media #SEO #SocialMedia

I wish this was the referral traffic for Diamonds or Dogs!

As we discussed in the last two posts, search traffic is those people who are searching (duh!) for something on Google or other search engines and then find your site in the paid or organic search results.  Direct and Referral traffic refers to something completely different.

  • Direct traffic – People who are going straight to your site.  They’re launching the browser, typing in your URL and pressing enter.
  • Referral Traffic – These are folks who go to your site through a link from another site.  No, it’s not a search result, it’s a link and I’ll talk about those in a second.

For me, I’d love for Diamonds or Dogs to get famous enough that direct traffic makes up a meaningful portion of my traffic.  However, that’s unlikely to happen anytime soon.  Think about it, how often do you just go to a site?  Sure, you head straight to Google or Facebook or Amazon, but most other sites you found by accident.  You needed to hear about them before you headed to them and that means referral traffic.  In fact, I think referral traffic is where every site needs to start and focus their efforts. [Read more...]