Business Matters

Priority No. 1 Is Sales

Priority No. 1 Is Sales

By Ron Kustek Does Everyone In Your Company Know How To Sell? We’ve all heard of something ‘flying off the shelf’ or that ‘it sells itself’. For those of us involved in any small business on a daily basis, we know these sayings just aren’t true. Whether you’re selling coffee or clothing, you likely have […]

When Enough Is Enough

When Enough Is Enough

By Ron Kustek Having your exit strategy at the start of your business beats developing one when it may be too late. You’re so excited and energized when starting your new business. Each day you feel tremendous pride and energy to manage and grow your business. So when and how do you carve out the […]

Review Sites: Helpful or Hurtful?

Review Sites: Helpful or Hurtful?

By Ron Kustek We are both business owners and customers to other businesses.  Think back to some of your favorite places – how did you first hear about them?  What is it that makes that business special enough for you to return to again and again? What do you tell others about that business, whether […]

Amazon: Partner or Competitor?

Amazon: Partner or Competitor?

By Ron Kustek Your small business may be considering selling your products through Amazon. After all, they are the world’s No. 1 online retailer and 3rd largest retailer — closing in on Walmart. Amazon is regularly in the news — from their purchase of Whole Foods in August of 2017, to their purchase of PillPak […]

Do You Know Your “BEST” Customer?

Do You Know Your “BEST” Customer?

By Ron Kustek If you say, ‘I wish I had a hundred more customers like “Riley” — do you know everything about “Riley” that you should know? Customers come into our business lives — hopefully making a purchase for a need that we satisfy — and then they are on their way. But how do […]

Marketing To Tourists

Marketing To Tourists

By Ron Kustek Besides opening your door on a sunny day or putting the word ‘Sale’ in your window, how do you plan on getting this season’s tourists to visit your business? Tourism contributes one-third to our economy in Santa Cruz County. Appreciating the value of tourists and converting them to being your seasonal customers […]

Who Is Your Competition?

Who Is Your Competition?

Businesses Don’t Just Compete with Identical Competitors So you decided to open a coffee shop, or a restaurant, or a clothing store specializing in Santa Cruz branded t-shirts and beachwear. When you looked around the area to determine where to open your business, you likely investigated to find that your competition was nowhere to be […]

Mobile Commerce Essentials

Mobile Commerce Essentials

By Ron Kustek, Business Instructor Cabrillo College You may have a business that is 100% online, or you may own a ‘brick and mortar’ storefront, that has customers walking through the door. But more than likely you’re a combination business, one that operates face-to-face with people and also one that is able to sell online […]

Hiring Family: Good Or Bad Idea?

Hiring Family: Good Or Bad Idea?

By Ron Kustek, Business Instructor Cabrillo College There are many reasons why hire family — they are usually more committed with a vested interest in the success of the company, plus they’re often more trustworthy, not to mention that family will often work for a lower cost than non-family labor. All of these positive attributes […]

A Taxing Relationship (It’s Complicated)

A Taxing Relationship (It’s Complicated)

By Ron Kustek, Business Instructor Cabrillo College You may be curious about the 2017 tax law changes to benefit corporations, or likely one of our many important small business owners that are the heart of our local economy. Either way it’s likely you haven’t had much time to find out how last year’s tax law […]