The general points are outlined below, I hope I do Rachael's illuminating talk justice!
* Carry out marketing and networking through all relevant groups locally. Networking particularly is the lifeblood of any business and is crucial to success and word of mouth recommendation.
* Create a niche for yourself and don't diversify too soon.
* Decide on your target market.
* Decide whether you want to create a job or a business and if it's a business, do not use your name as the company name.
* When dealing with clients, it's all in the detail. Keep records of everything that is said so your clients feel they are getting a personal service.
* Invest in the best technology you can afford.
* Recession proof your business by sending email reminders to clients systematically and invest more time with them if clients are dwindling.
Key marketing tips:
* Buy loyalty and goodwill by buying from other local businesses.
* Look closely at your competitors, taking notice of what they do well and what they do badly and apply to your own business.
* Identify 'big mouths' who know lots of people and make sure they know you!
*Pretend an identical business to yours is next door when considering new ideas, and ask yourself, 'If they did this first, would it affect my business?' If so, then go for it.
* Build relationships. Above all, people like to feel they have been listened to and understood.