Move Slowly Into Your First Office

Q: I have outgrown my home office and need to find office space for me and two part time employees. I am really excited about opening my first official office, but never having rented commercial space before I don't know anything about how this process works. What are some things I should consider before signing a lease? I'm really eager to get started!
-- Jay P.
A: Congratulations on the growth of your business, Jay, and I understand your excitement. Putting your name on a commercial lease is one of the first tangible commitments an entrepreneur makes to his or her business and searching for that first office or retail space can be a truly invigorating experience.
We entrepreneurs like to imagine ourselves as modern day explorers, going out into the cold, cruel, commercial world to plant the company flag in our own little piece of rented real estate. I remember that feeling of triumph when I rented my first office so many years ago. Funny how you never get the same feeling when laying claim to future office space. For us old timers searching for new office space is about as exciting as watching paint dry on a new office wall.
For entrepreneurs who have never rented commercial space before, however, moving into that first office or storefront serves to validate their membership in the Official Entrepreneur's Club and makes them feel that they have arrived.
They are like business-minded debutantes at a grand cotillion. They stage an elaborate ribbon-cutting ceremony that involves the mayor and a pair of giant scissors. They invite the entire membership of the chamber of commerce, all their customers and vendors, total strangers they meet on the way to work, and all their friends and family. The more the merrier!
There's a big cake with their logo on it and they hand out twenty-five cent pens that have the company name screened on the side and a good time is had by all.
Then reality sets in and they realize that they used one of those twenty-five cent pens to affix their name to an ironclad lease that is invariably slanted in favor of the landlord. By the time they use that pen to sign the next month's rent check, they often find themselves sitting in a leased space that does not suit their needs, staring at a 5 year lease that they really don't understand, wondering just what the hell they have gotten themselves into.
Many entrepreneurs get so caught up in the swell of their first commercial space that they fail to look beyond their immediate needs. You can't predict the future, but the biggest mistake you can make when leasing space is to put very little thought into whether the space will suit your needs for the long term.
So my first advice to you is to curb your excitement and call in a professional to help you find the perfect space for your business. A good realtor or commercial leasing agent can not only save you time and money, but can also help you avoid mistakes that can cost you thousands of dollars over the course of your lease. They can help you locate property, negotiate with landlords, and possibly spot problems with the space or neighborhood that you might have missed.
My second bit of advice is this: once you find a space that suits your needs have an attorney look over the lease agreement before you sign it. A commercial lease is a legally binding agreement that should not be taken lightly. I have found that many entrepreneurs never even take time to read the lease until they try to get out of it, which is always impossible to do. When you sign a lease on behalf of your business, you are the one on the hook for the remaining cost of the lease should your business decline and no longer have revenue to cover the rent. It's worth the money to pay an attorney to make sure you that your interests are covered.
My third bit of advice is to imagine your needs down the road, not just in the here and now. Rarely will you find a landlord willing to grant a one year lease. Most leases are three to five years in length, which means you must take future growth into consideration when looking for space. It wouldn't be wise to sign a 5 year lease on a 1,000 square foot office if you think you might outgrow the space within a year or two. That's why it's a good idea to request a clause in the lease that gives you an out if your company outgrows the space.
Here are a few other points to consider when shopping for commercial space:
Location, location, location. Is the location convenient to your customers? Is the neighborhood growing or going downhill? Are there major improvements or renovations taking place or are businesses moving out in droves? Also make sure the property is zoned for your kind of business.
Is there sufficient parking for customers and employees. Parking is especially important for a retail store, but also for any business that may have customers coming and going. Very few customers will park four blocks away and hike back to your door. A lack of parking can drive you out of business.
How many employees do you have? The amount of bodies inhabiting the space will help dictate the amount of space needed. Employees get awful grumpy when stacked up like cordwood (trust me on this one). You should have enough space for everyone to work comfortably.
When leasing commercial space the devil is often in the (overlooked) details. If you will be using computers and lot of electronics, make sure the building's electrical system will support your needs. It's a terrible feeling to turn on your computer and blow every light bulb in the place.
If you like a quiet work environment and your office windows are twenty feet from the street, you'll be in for a rude awakening when the rush hour traffic hits.
If the air conditioning in your office is controlled by the thermostat in a neighboring suite that is inhabited by an old lady who freezes in ninety degree weather, you will be in for a very long, very hot summer.
Move into that first office space slowly or you may find yourself quickly regretting it.

10 Ways To Improve

1. Determine your current situation. How are you currently positioned in the market? How do you compare to the competition? Where would you like to be in a Year or in five years and how would you like to get there? Or more appropriately how can you get there, as it is not always the way that you want that works. Planning requires that you understand how you currently stand.
2. Calculate your operational budget and determine how much you can afford to spend on an Ad campaign. Also, this is the stage to decide your campaign mediums and the effectiveness of different mediums of advertising as it applies to the specific nature of your product and or services. It also helps to retain a percentage of your earnings towards future Ad campaign on an ongoing basis.
3. Since customers are the life-blood of any business, be sure to develop a good rapport with your customers. To keep your customers visiting, buying and begging for more; let them know how much you appreciate their business. Do not spare any personal touch you can invest in the relationship. It will pay for your time and effort tenfold. Create an Ezine to communicate with your customers and to generate new leads. This can be achieved by offering an opportunity to your visitors to subscribe to your ezine from your website or purchasing leads from a leads company.
4. Now, depending on your current position, you may not even have customers yet. If you are starting from scratch, your first order of business would be to start growing a customer base within your budget of course. Create or have a Strong Sales Copy done for your promotions. Consider targeted Ad campaigns through Google or other search engines. You may also consider some of the other 'Viral' marketing Traffic Exchanges out there. Online campaigns consist of generating traffic to your website as this would improve your ranking with the traffic exchanges. Your ultimate goal is to generate free traffic which comes from a high ranking in the traffic exchanges. In other words, you need to generate traffic first and then you can work on converting the traffic into buying customers or better yet, return customers.
5. Hire, rent, or buy a coach/mentor; and if you can not afford one, get some of the informative ebooks and magazines out there. Your decision making prowess would be much better with this kind of backbone. Take note that even with all the information you may acquire from books and magazines, nothing compares to experience. Now, if you have to go on your experience then you are setting yourself up to learn the hard and costly way.
6. I hope you are getting warmed up by now. This one is a must-do for all Internet marketers. I am talking about Forum participation and membership. In fact, this whole article could have been written around link promotion, and only one other means compares to Forums when it comes to promoting your link/website and increasing your ranking. Join a Forum that concerns your line of business. The Forum would promote your link as a result of your participation in discussions and postings. The flip side is that it also provides you for free, knowledge base that compares to hiring a mentor.
7. Position your business to benefit from other webmasters traffic. There are several ways to achieve this. The most prominent is link exchanges with other websites that are similar or complementary in nature to your business. You can do this by writing to the owner or webmaster of other sites, you can buy a link exchange program or join a link exchange. Most are free to join and some charge very minimal fees.
8. As your customer base grows and you start to reap the benefits of your actions. Be sure to acquire an Auto-responder to manage email campaigns and Ezine delivery. By now, your actions should start to show returns and you can complement your campaigns by purchasing a leads building campaign if you do not have one in place from the start. It is common knowledge among the big hitters that a lot of sales come from email campaigns. Use your Sales copy Ad to develop an email campaign, and stay in touch with your existing customers. This can also be used to sell new subscribers you generated using step#3.
9. Is your head spinning yet? Well if it is, you are on the right track for success and should now learn to relax and balance work and social responsibilities. This is a very crucial step to achieving anything in life. We all need to step back a little, so we can see more, refresh and increase performance. Everything contained here would be useless if you can not find balance. As you find relaxation, in whatever way you choose, remember to build a support system and share your experiences with acquaintances. You just might increase your network while doing something that relaxes you. The country club offers recreation and relaxation but, it also comes with networking opportunities.
10. At this point you should evaluate your performance and how much you are on Target or off. Go back to step #1 and reinvent the wheel again. By now you have some experience with your business and know what works best for your business. If at any point you find yourself too comfortable, go over your business plans with a fine toothcomb until you experience a little discomfort. This step would always keep you sharp, focused, and abreast of what needs improvement and adjustment. Remember, your goal is to increase sales and not to get too comfortable. Stay motivated and fairly dissatisfied.

Deciphering Office Lingo

No matter what business you are in, there is a culture in your office. The language of the office is fluid, changing as quickly. Keeping up is important because clear communication is the key to success in everything you do. Here a few terms you might have heard but were unclear as to their true meaning:

Office Creeper- a person who sneaks into an office during business hours and steals personal items and equipment.

This is done often in plain view of others who may be confused as to whether or not that person is supposed to be in the office. These criminals are well dressed and pleasant to all staff while in the building.

Butt Calls- These are calls made when someone accidentally sits or their cell phone or an object in their purse accidentally causes the cell phone to call. The recipient of the call will hear nose or the conversation of the accidentally caller with someone else. They are a big problem with people who have phones that have one-touch 911 dialing. These calls plug up the emergency system.

Multicolor Collar Workers:

Gray-collar workers- skilled technicians, emplpyees whose job descriptions combine some white and some blue-collar duties

Black-collar workers- Coal miners and oil workers

Pink-collar workers- Secretaries and other clerical staff

Green-collar workers- Environmentalists

Gold-collar workers- Professionals or those with in-demand skills, also employees over 55

Dog-collar workers- Priests

Open-collar workers- People who work at home

Frayed-collar workers- The working poor or workers having trouble making ends meet

Steel-collar workers- Robots

Masstige: These goods occupy a sweet spot between mass and class. While commanding a premium over conventional products, they are priced well below super premium or old-luxury goods. It's how you sell an 11 ounce bottle of lotion for $9 instead of $3.29.

Google Bombing: Setting up a large number of Web pages with links that point to a specific Web site so that the site will appear near the top of a Google search when users enter the link text. (Note that Google(TM) is a trademark identifying the search technology and services of Google Technologies Inc.)

Metrosexual: An urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle.

Phantom Load: The electricity consumed by a device when it is turned off. Energy Experts use this term for vcrs and electric clocks which suck power even when turned off.

Marzipan Layer: In a business or professional firm, the level of managers and other senior staff just below the topmost level of directors or partners. It can also be called the marzipan set.

Stop-Loss Job: a job taken to pay one's bill and stop depletion on one's savings.

Survival Job: a job taken to make ends meet until something better comes along

GOOD job: a Get Out Of Debt job.

Geezer glut: the large number of seniors that will result from the baby boomer generation aging.

The generation that has grown up with and is completely at home with digital devices and digital culture.

Irritainment: Entertainment and media spectacles that are both annoying and compulsively watchable.

CNN Effect: The negative effect on the economy caused by people staying home to watch CNN or some other news source during a crisis such as a war.

Goomby: A person who hopes for or seeks the removal of some dangerous or unpleasant feature from his or her neighborhood.

Duppie: A depressed urban professional; a person who once had a high-status or high-paying job and must now work in a menial or lower paying job.