Restaurants are focusing on delivery options, and online ordering to counter the drops in foot traffic. Retail is roiling over the reach of Amazon. Retailers are rapidly exploring ways in which to survive in a digital environment where Amazon writes the rules, and owns the field. The new mantra is, “Everyone needs to have an online presence.” 

Walmart is using its jet.com purchase to up its ante in online marketing. So it comes as a fascinating surprise that Starbucks — the brand that turned having a cup of coffee into a place to be, the brand that invented the mass connoisseur American coffee house experience — is exiting the online world. Why? The company says that to win in today’s world it is the brand experience that matters, and the Starbucks brand experience cannot be replicated online selling flavored syrups and beans. If you want Starbucks, please come to our stores. As the company stated, “You can purchase your favorite coffee and Starbucks merchandise in your local Starbucks.”

Founder and Chairman, Howard Schultz, believes that the way forward is making your branded space an “experiential destination.” The Starbucks CEO, Kevin Johnson, said, “To survive, merchants need to create unique and immersive in-store experiences.”

This focus on the total brand experience as a physically and emotionally “immersive” destination is not a new concept, but one that has new traction as we navigate an virtual, digital environment. In 1998, B. Joseph Pine and James H. Gilmore wrote a pivotal, highly influential article for Harvard Business Review titled, “Welcome to the Experience Economy.” The authors point out that experiences are distinctly different from products and services. Increasingly businesses are “explicitly designing and promoting” engaging experiences, and charging for these experiences. An experience happens when a brand “uses services as the stage and goods as props… creating a memorable event.”

Certainly, many online e-tailers offer service that we respect and love such as Zappos, Lovelyskin.com, and Amazon. We experience convenience, and responsiveness. We trust and we are trusted. However, these experiences are two-dimensional. We never see with whom we are dealing; we never know if the color of the lipstick is really what I see on the screen; we are making a bet that those jeans will fit; and we hope that the gift arrives in time for the event. According to Pine and Gilmore, one of the principles of an immersive brand experience is engaging all of our five senses. At the moment (virtual reality and/or augmented reality may change this), delivery against the five senses is not possible online. Starbucks is opting for the distinctive aromas, the barista interactions, the recognition, personalization, the relaxed environment, the café-like design, the music, and the conviviality of being among like-minded others as relevant differentiation from an online shopping cart. 

Starbucks is making a bold move that is contrary to what the retail and restaurant businesses are doing. While others are choosing to battle Amazon with online options, speed, and delivery, Starbucks is saying “no.” Starbucks is making a bet on the participatory esthetic of its sensory, memorable experience. Starbucks’ heritage was built around Howard Schultz’s concept of the “third place”… home, work, Starbucks. It was for a community of coffee lovers. Starbucks has always been the place that allows us to belong to a sensuous, communal coffee world where we can express our individuality every day with every purchase in any taste we desire. Rather than use online as a two-dimensional channel for sales, Starbucks is focusing on making the store experience five-dimensional brand experience.

Amazon is an easy target to blame for problems in retailing. But maybe the loss of focus on creating relevant, differentiated brand experiences that surround and resonate is the real issue. Keeping a department store, retail establishment or restaurant engaging, up-to-date, authentic and enjoyably experiential takes a lot of resources. There are a raft of reasons why resources were not allocated for enhancing and asserting the total brand experience. And, so, for now we are seeing a retail implosion. 

As we head toward a world where stepping into an immersive experience requires a headset, Starbucks is saying we can give you the real, genuine experience without the surreal gear. Let’s hope that other brands recognize that success depends on the total brand experience you design, and where your brand creates the rules that others will follow.                     

Larry Light, a global brand revitalization expert, is co-author with Joan Kiddon of “Six Rules for Brand Revitalization.” He also is CEO of Arcature (www.arcature.com), a marketing consulting company that has advised a variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organizations. 

Many people try to figure out the right time to start a business. But, is there ever a right time to take the plunge? The answer is yes. There is a right and wrong time to start a business. 

You have a dream of one day being your own boss, creating your own destiny, and eliminating the middle man. A true entrepreneur knows when is the right time to take that leap and walk away from a steady regular income to begin your own journey and create your own income stream. It is a tough decision for some, but for those who are passionate about their dream of one day owning a company, it is the easiest decision. Those people have done the following: they have a clear defined business description, they have done their research, and they’ve taken the proper steps to financially prepare. 

Defining your business

A true entrepreneur has a product or service that makes sense to someone when he or she explains what it is. To define your business, it must make sense to others looking in from the outside regarding what you are offering in either a product or service or both, how you will go about doing this service or providing this product, as well as how you will make money in the business. Sometimes people get so caught up with the big picture they forget about the essence of the business, its purpose. If you are explaining your business concept to someone and the person is not understanding what you are saying, that’s a problem. You must clearly be able to define what your business is and what it does. Every industry has a problem and every business has a solution. Does your solution make sense? What are your goals and objectives for your business? Your business description should tell a person what it is and what it stands for. If you have a hard time explaining the business concept in the beginning to people, you will always have a hard time explaining the business concept later as well. Take the time to properly define what it is you wish to do. Often, narrowing your concept down is vital to the success of the business in the future. 

Doing your research

The second way you know you are ready to begin your business is if you have done your homework. Have you researched your industry? Have you clearly defined your target market? Your target market includes who you are going to sell to. Have you taken the time to research the key industry trends? These are just a few of the things a successful business owner has done. One must also take into consideration the competition. There are a couple different types of competition — indirect and direct. You must look at the current and potential competition as well. A successful business owner has researched the sales strategies such as the four Ps — pricing, promotion, products, and place. A successful business owner has researched the licensing and permit requirements, if any. This is the portion of the startup phase that should take you the longest in preparing. What type of entity will you be and how will this affect your personal finances? This is ultimately your business plan. Without solid research, a business will always be playing catch up. A big reason a business fails is the lack of research on the part of the owner/manager. You must know your industry inside and out. 

Business capital

The part that people get a little confused about is dealing with capital. Do you have capital? Have you taken the research you have done to find out how much money you will need to get started? Have you assessed your own finances to see what you need to live off as well? One must not only account for the business finances, but also his or her personal finances. The business might get up and running, but you might not have any extra money to pay your own personal bills for quite some time. Make sure you have a partner that can pay your household expenses, a large savings, or you can keep your day job while you get the business off the ground. 

When it comes to starting a business, you must be ready and willing to do whatever it takes to succeed. You have to research what your type of business will cost to get those doors open. Some people starting a business think they will just borrow the full amount from the bank. In most cases, this is not possible. A lender will not put up all the funding. They will require you as the business owner to have some skin in the game, meaning your own funding as a down payment. Why should they invest 100 percent into your company if you won’t invest into it yourself? 

Take a look at what you have and don’t have. If that means you have to take on that second job to save that down payment for a loan to start your business, then do it. Life isn’t easy and there are sacrifices that need to be made. What are you willing to sacrifice? Maybe it is that fancy car, the big house, or the trips you like to take. Something might have to give in order to get this business launched. 

When is the right time to start your business? Well, the answer is simple. Do you have a clearly defined business? Do you have your research done inside and out? Do you have enough money to cover your personal expenses for a while and have a down payment for a loan? If you have all the answers to these questions as yes, then you are ready to begin your business. As always, meeting with economic resource partners is a great step in the right direction when starting a business. They can be a sounding board, a check in place, and an unbiased opinion on whether or not you are ready to take that leap of faith and strike out on your own.      

Melissa Zomro Davis, a former small-business owner in the equine industry, is a New York State-certified business advisor at the Small Business Development Center at Onondaga Community College. Contact her at m.l.zomro@sunyocc.edu or call (315) 498-6066.

As the voice for our nation’s entrepreneurs, the U.S. Small Business Administration (SBA) celebrates all small businesses on a daily basis. When our small businesses do well, our communities do, too. Therefore, as part of our annual tradition, I encourage you to join millions of Americans and “shop small” on Small Business Saturday, Nov. 25, to complete your holiday shopping. Or, to start your holiday shopping, as the case may be.

On the heels of Black Friday, shopping small is a concrete way to support small retailers — the same businesses that generate two of every three net new jobs, and deliver essential goods and services to America’s communities 365 days a year. 

Last year, 112 million consumers were “shopping small” on Saturday, spending more than $15.4 billion. Surveys show that 72 percent of consumers said Small Business Saturday inspires them to “shop small” throughout the year and not just for the holidays. In addition, 66 percent of consumers state the main reason they support small businesses is because of their contributions to the local community. 

You can do your part with these five simple steps:

• If you are a small-business owner, make sure you’re prepared for the holiday shopping season by checking out helpful advice at: www.sba.gov/saturday.

• If you’re a customer, commit to making at least one purchase from a locally-owned small-business retailer. Get to know the owner, and make your gift more meaningful by sharing his/her story as part of what you give your loved ones. 

• Enjoy the experience. Travel outside your comfort zone — and away from your computer screen — to discover an out-of-the ordinary shopping district with some trendy local stores. 

• Take part in Small Business Saturday on social media, using the hashtag #ShopSmall to amplify your support. If you find a great small-business retailer with unique products, Tweet or Facebook your find so others can enjoy it too.

• When you open your gifts, start a conversation about which one came from the most distinctive and creative sellers. This can make for great debate over eggnog, or your holiday drink of choice.

I know I’ll be shopping small with my friends and family on Nov. 25. I encourage you to do the same — and remember that “shop small” refers to whom you buy from, and not how much you buy.                           

Bernard Paprocki is district director for the U.S. Small Business Administration’s Syracuse district office. He is responsible for the delivery of SBA’s financial programs and business development services for a 34-county region in upstate New York.

It’s all about using your head

There are plenty of people in the workforce that do “something,” but not so many who do what needs to be done. And this is both a problem and an opportunity.

Success depends on being among the few people that others count on to get the job done right — and that takes thinking. Here are questions that can serve as a guide to thinking your way to success.

“What if this isn’t what my customer needs?” 

What if I’m trying to force it, attempting to make it work — and it isn’t? Most of us tend to push forward as fast as we can to come up with a solution. Kids often compete to be the first in the class to raise their hand when the teacher asks a question. And it’s often the wrong answer, but they do it again the next day. The goal should not be to come up with any answer; it should be to come up with the right one. Slow down; it takes thought.

“What if I put it aside and revisit it tomorrow?” 

You need to write a letter, memo, or article, but the clock is ticking and you can’t get it started. You hate the assignment, your boss, yourself, or all three. You tell yourself to keep a low profile so it won’t happen again.

The goal is not to wrestle the task to the mat or do battle with it; it’s to do your best work. That takes “noodling,” putting it aside and letting your brain work on it for a day or so. It’s amazing what happens when you let your brain work on it.

“What if I asked them for their thoughts and ideas?” 

The heart of marketing and sales is problem-solving. They also demand a “bring it on” attitude to be successful — and that can be a problem because it blocks other views and ideas. Asking what others think is an effective way to test your idea, plan, or confirm the appropriateness of your solution. It gives you something to think about.

“What if I offered several options instead of just one?” 

This may seem dangerous, but it’s as threatening as putting people in a “yes or no” position — and “no” is easier to say than “yes.” Offering several options creates a new dynamic where there’s room for give-and-take. It makes it possible to come to a positive decision. 

“What if I don’t have all the information I need to make the right recommendation?” 

Recently, an older woman, a widow, living in a condo community was seen accompanied by a man on several occasions. After a couple of “sightings,” the rumor spread with brush-fire intensity that she had a boyfriend. A few weeks went by and someone said, “That was her brother who was visiting her from Europe.”

We call them snap-judgments, conclusions made on the fly that get things moving, more often than not, incorrectly. Taking time to figure out what we’re missing separates us from those who are satisfied with just getting by. Coming up with the best recommendation gets noticed. 

“What if I tried something new?” 

It’s easy to get used to doing things a certain way and tune-out anything that forces us to break existing patterns. 

It’s effortless to stick with the same solutions, repeat the same concepts, and fall back on the same products and services. If what we do today is a constant replay of the past, we contribute little or nothing to help meet the challenges affecting our customers, our industry, and the company where we’re employed.

“What if I became a go-to person?” 

“Staying under the radar” helps avoid getting noticed and causes less stress. It’s also a good way to be passed over or be added to the “no longer needed” list. 

Anyone who wants to advance thinks differently. Getting known for innovative ideas, changing the ways of doing things, or specialized expertise attracts attention and gets you noticed for your value. It’s how thinking different is a game changer.

“What if I asked more questions?” 

It’s irritating if someone asks too many questions in a meeting. That can drag things out. Socrates probably encountered that problem with his students. Even so, not asking questions is a huge mistake. Questions clarify issues and uncover valuable information, fill in the gaps, and help avoid making mistakes. Questions indicate that someone is thinking about something other than looking at his smartphone.

“What if I came up with an idea that helped make my company be more competitive?” 

It goes without saying that most of us are willing, even eager, to invest time and thought in figuring out ways to make ourselves look good, get attention, and advance our careers. Few would argue with such a strategy for getting ahead. If we do a better job, then we deserve to advance.

But, for some, that’s not enough. Their thinking is different. While they may work to advance themselves, they are also committed to finding ways to advance their employer. They’re alert for ways to make it more competitive, to give it an extra edge. In the end, ultimate success, depends on both.

If you’re satisfied with what you’re doing, that’s OK. If not, think about asking yourself the questions that let you think your way to success.                         

John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at jgraham@grahamcomm.com, (617) 774-9759 or johnrgraham.com