Dan Furman
01-09-2009, 03:47 PM
We have an interesting discussion going on in the website forums of local vs national for certain businesses (http://www.small-business-forum.net/design-development/831-dont-rely-too-much-web-site.html) (I say certain businesses, because obviously HuggyTree isn't crossing state lines to unclog a sink, etc....)
Basically, I'm of the opinion that for a business like mine, or a web designer, or a graphics person, or a million others that utilize a computer and data, there's no reason "national" [and beyond] should not be your focus.
So I wanted to discuss the mindset of the local vs. national thing, because I think it really is a mindset. People seem to naturally think "local" first, and many never get beyond that. For instance, there's a web design firm in my area that isn't doing so good, because all they think is "local" (their website even says "we handle all of anytown's web design needs", implying that if you are NOT from anytown, they can't help you.)
Anyway, here's why I'm such a big supporter of national (and beyond):
My last job was as an e-commerce programmer at a big company. EDI in particular, and to get more specific, writing data maps for a particular EDI translator (EDI is how big companies communicate with each other.)
In other words, I had a very tightly focused skillset. And I became very good at it, so good that I was answering questions on an online forum devoted to the complicated software that I used.
One day, I got a call from a consultant in Florida. He was looking for someone to write these data maps for one of his clients, saw my postings, said "this guy knows his stuff" and contacted me. The data mapping was such that I could do it at home (I had installed the mapping software at home when I first got hired so I could practice), and e-mail him the map (which was then plugged in to the translator.) I agreed to do the job.
The next day, I get into an argument with my boss, and get fired (long time coming). Talk about great timing. If I got fired a day earlier, I'd probably be working retail right now, because that consultant changed everything for me.
Anyway, here I am, fired, with a very narrow recent skillset. There was nobody within fifty miles of me who used this software that I was so proficient in. However, I did have that one map to make for the consultant - I did it (took me maybe 20 hours), e-mailed the result (and an invoice), and as if by magic, a check for $1,500 shows up in my mailbox about a week later.
Then the consultant e-mails me... he has a few maps he needs, and also another client who uses the same software... could I make maps for them too?
That did it - that got me thinking.... there may be nobody HERE who uses this software, but there must be hundreds of companies "out there" who do. And dammit, I can reach them.
I put up a little website saying "I make maps for software XYZ", invested in a few PPC ads, and wouldn't you know, I started getting e-mail from interested companies. From all over the world. I was off and running.
Basically, I was forced to think beyond my local area. So naturally, when I finally decided to capitalize on my writing skill, "local" wasn't my focus at all. I shot for the moon right away - in fact, one of my first clients was in the UK.
In a nutshell, and the moral of the story, was that I was conditioned to start thinking "national and beyond", and it totally changed my life.
Basically, I'm of the opinion that for a business like mine, or a web designer, or a graphics person, or a million others that utilize a computer and data, there's no reason "national" [and beyond] should not be your focus.
So I wanted to discuss the mindset of the local vs. national thing, because I think it really is a mindset. People seem to naturally think "local" first, and many never get beyond that. For instance, there's a web design firm in my area that isn't doing so good, because all they think is "local" (their website even says "we handle all of anytown's web design needs", implying that if you are NOT from anytown, they can't help you.)
Anyway, here's why I'm such a big supporter of national (and beyond):
My last job was as an e-commerce programmer at a big company. EDI in particular, and to get more specific, writing data maps for a particular EDI translator (EDI is how big companies communicate with each other.)
In other words, I had a very tightly focused skillset. And I became very good at it, so good that I was answering questions on an online forum devoted to the complicated software that I used.
One day, I got a call from a consultant in Florida. He was looking for someone to write these data maps for one of his clients, saw my postings, said "this guy knows his stuff" and contacted me. The data mapping was such that I could do it at home (I had installed the mapping software at home when I first got hired so I could practice), and e-mail him the map (which was then plugged in to the translator.) I agreed to do the job.
The next day, I get into an argument with my boss, and get fired (long time coming). Talk about great timing. If I got fired a day earlier, I'd probably be working retail right now, because that consultant changed everything for me.
Anyway, here I am, fired, with a very narrow recent skillset. There was nobody within fifty miles of me who used this software that I was so proficient in. However, I did have that one map to make for the consultant - I did it (took me maybe 20 hours), e-mailed the result (and an invoice), and as if by magic, a check for $1,500 shows up in my mailbox about a week later.
Then the consultant e-mails me... he has a few maps he needs, and also another client who uses the same software... could I make maps for them too?
That did it - that got me thinking.... there may be nobody HERE who uses this software, but there must be hundreds of companies "out there" who do. And dammit, I can reach them.
I put up a little website saying "I make maps for software XYZ", invested in a few PPC ads, and wouldn't you know, I started getting e-mail from interested companies. From all over the world. I was off and running.
Basically, I was forced to think beyond my local area. So naturally, when I finally decided to capitalize on my writing skill, "local" wasn't my focus at all. I shot for the moon right away - in fact, one of my first clients was in the UK.
In a nutshell, and the moral of the story, was that I was conditioned to start thinking "national and beyond", and it totally changed my life.