In "You've Got Mail," the subplot aside from the love angle is that the heroine (played by Meg Ryan) was forced to leave the store when the big bookstore owner (played by Tom Hanks) moved into town. The character Meg owned a quaint little bookstore that she inherited from her mother. Although the prices of her books were a bit steep, she makes up for it in service. He packs the books in a specialized bag and knows all his customers by name. Tom's character, on the other hand, moved to the city to build a branch of a large bookstore chain that offered discounted prices and a huge building compared to Meg's small bookstore on one of the city's street corners. Eventually, Meg was forced to leave the store as her customers went to Tom's monstrous bookstore. Nowadays, this situation will no longer apply. More and more small organizations are paving the way and giving big companies a chance to do their own medicine. In the movie, the reason Meg Ryan was forced to leave the store is because it can no longer make a profit. Its prices are steep compared to the discounted rates of other large businesses. Her only advantage is that she provides personal service, knows her customers by name and has a very small staff, about 2 or 3 employees. As a small organization, you can turn around and have these characteristics as an advantage to compete with the big sharks in the business. Here are some tips to stand up to big business: 1. Small businesses have a lot of competition. That means you have to know how to survive out there. Regardless of the nature of your business, it is better to learn about the competition in order to survive. Here are some tips to stand up to the tough competition: >Keep your business alive. When your cash flow seems to be slipping, keep a tight rein on your budget. Don't spend on unnecessary business purchases and always balance your books. If you're an impulse buy, or if you're the type to listen to those who sweet-talk you into buying "must-have" items, control yourself. Get second and third opinions if possible, as these impulse purchases can spell the end of your small organization. >Don't be afraid to seek professional help. The downfall of most small businesses begins with decisions about problems that are not carefully analyzed. Even if you think you already have a contingency plan, make sure you've anticipated the results of a certain business decision. In the long run, it is better to seek professional help than to embark on a plan that could start the downfall of your business. >Keep your books in order. A better option is to hire a professional external accountant to calculate the return on your investment and take care of other financial aspects of your business. > Take advantage of any free business advice whenever available. Not only will this help expand your knowledge, but it will also give you an idea of how other businesses are run by small owners. >Know exactly where your business is headed. In day-to-day operations, make sure you know where you want your company to be in 5 or 10 years. Always be aware of trends in the industry you are in, practice good money management and learn how to spot potential problems before they arise. 2. Learn how to promote your small organization. Marketing is not about trying to sell your products and services to everyone. It's about knowing who to sell your products to. In marketing, it's good to keep these fast facts in mind: > Know your customers. >Communicate with your customers. >Build a good and personalized relationship with your customers. This will give you a big advantage against bigger companies. They may offer discounted prices, but it's harder for them to track customers on a more personal basis. >Don't stop the marketing process. As a small organization, you need to regularly review the markets you need to pursue in order to better reach your customers. Remember, small organizations are big businesses these days, so don't be afraid to work hard for the company you have - no matter how small. If you work hard, make wise business decisions, learn how to market your small business, and customize your interactions with customers, your small business will surely rise to the top.
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