Darian and RMC in the news again!

Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise ConsultantLocally launched RMC Franchise links franchises, business owners

Soapbox, 9/21/2010.
There’s more than one route to entrepreneurship, and a Michigan transplant to Cincinnati has started his own business by helping others launch theirs.

Darian Richardson opened RMC Franchise Connect last fall. Richardson helps others find a franchise that best suits their financial and life goals and matches their personal interests. Located downtown, RMC offers a variety of free services for those looking to go in business for themselves, but wanting to work with an established brand to help them along.

“I like to say with a franchise you’re in business for yourself, but not by yourself,” Richardson said.

He decided to start RMC after working for a company that produced marketing pieces for large corporations. Richardson worked with franchises, which got him interested in the business. His former company Valassis, transferred him from Michigan to Cincinnati to work on a new venture,  Promotion Execution Partners (PEP), a promotional management company.

He’d long had an itch to start his own franchise-related business and after several years at PEP decided to go out on his own. He has one other employee, a marketing director.

“A lot of people asked me why I wanted to start a business in this economy, but I said it was the perfect time to start a business. A lot of people are looking for their next opportunity,” Richardson said.

Among services he offers are profile analyses that best match an individual with a franchise. RMC can also access a person’s skill set, and matches his or her with a compactable franchise opportunity, Richardson said. He can also help people through the franchise process.

“Everyone has their own goals and needs. We do the leg work and provide them with options,” he said. “It really cuts down on the time and money they would need to do it by themselves.

Richardson is paid a commission by the franchise once he helps someone become an owner.

Though most people think of getting into the restaurant business through franchise, the world has opened way beyond food, he said. Among businesses franchisees can get into are health and beauty, home care, lodging, retail, pet care, sports, decorating, coffee shops and even urgent care.

RMC will be launching his Franchise Connect Spotlight series 6:30 p.m., Oct. 13 at his office (The McAlpin Building, 15 West 4th Street) for people who want to find out more about buying their own business. A representative from Liberty Tax, a fast-growing tax preparation company, is among the planned speakers. The cost is $10. RSVP to info@rmcfranchiseconnect.com by October 10.

Writer: Feoshia Henderson
Source: Darian Richardson, founder RMC Franchise Connect

You’re never too young to start a business

Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise Consultant
Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise Consultant

There was a time when the toughest decision for a college graduate was which one of five job offers they would accept upon graduation. Today’s graduates are entering a much different world and not so optimistic marketplace. Students have seen the constant restructuring and downsizing of top companies directly impact their career possibilities.  With the increase in the number of qualified professionals seeking entry-level positions, the landscape for graduates is much more competitive.  As a result, many graduates have limited options; either a) stay in school to pursue a graduate degree because there are no jobs or b) take the first job offer you get, and run!

But what about answer c) – starting a business? This option has become a trend for many graduates who are looking to take control of their destiny at an early age.  A recent study by The Global Entrepreneurship Monitor shows that 18 to 24-year-olds in the United States are starting businesses at a faster rate than 35 to 44-year-olds.  Many universities are now grooming students for business ownership by focusing on entrepreneurship as a major or concentration.

Locally, Northern Kentucky University’s Entrepreneur Institute has been a very successful program that has prepared students for starting a business or buying a franchise.  For those students who may not have a business plan developed, becoming a franchisee allows them to learn the ins and outs of business ownership while having a support team to help ensure success. What’s better for a young person than real hands-on experience?

A warning for those who wait until later in life to begin an entrepreneurial venture – we all know that sometimes “life happens”, which may include marriage, children or simply deciding to take that first job offer right out of school.  However, any of these factors can easily detour the aspiring graduate’s entrepreneurial goals until they slowly fade away.  Starting a business earlier in life allows you to take risks you wouldn’t normally take as an older individual.

There are many reasons to start a business sooner rather than later. If you are successful in your business venture, great!!  Enjoy the fruits of your labor and hopefully you will reap the professional and financial success you desire. But what if that college graduate fails?  The answer is: SO WHAT!  What is the worst that could happen, money lost?  You can always earn that money back. The real world experience learned by that student is priceless!  It can provide lessons that will be utilized within their next business venture.  Conversely, what employer wouldn’t be impressed with someone who has owned a business, and can now bring that experience to their organization?  And for that student looking to apply to graduate school, that business experience will look very attractive on a college application.
Some parents are helping their children realize their entrepreneurial dreams by forming parent/child teams to purchase a franchise business. This has become a great opportunity to bond with their child and get them moving in the right direction (with a little parental supervision). No matter the age, the longer one waits to start a business, the more reasons they will find not to do it. So when is the best time to start a business or buy a franchise?  Answer: the minute you finish reading this article

Darian Richardson is the owner of RMC Franchise Connect in Cincinnati & Northern Kentucky.  You can contact Darian at (513) 407-8475 or darian@rmcfranchiseconnect.com or his website
www.rmcfranchiseconnect.com

STOP COLD CALLING, Referral Marketing Part 2

Duane Plapp - Cincinnati & Northern Kentucky Referral Marketing Expert
Duane Plapp - Cincinnati & Northern Kentucky Referral Marketing Expert

In early August I wrote a blog titled “Stop Cold Calling, Referral Marketing Part 1”.  We talked about the need for you to create a Referral Marketing Plan and how to identify your target market.  So now that you have a target market, now you need a hook.

We have to create an emotional based message so when people are out looking for referrals for you, they can identify who is a good referral  and  your name comes to mind.  I hear all the time “why did you not refer them to me?” well “I never thought of you “. You have to tickle their brain.

If you want people to remember you then you have to give them something that when they see your potential client the alarm goes off and your name is in the forefront of their brain.  Does this make sense? If you watch TV, it is done by every advertiser. They are trying to do the same thing getting you to remember their product or service when the commercial is over.  Just think of all the products you remember when a certain stimulus is presented (The Geico song, Aflac duck, the target for Target stores and on and on, the Alka Seltzer song). Major advertisers do this all the time. So if we are going to develop a referral business why not copy the pros.

Your question next is “How do I do that”?  Your EBM should be something which you have a passion for and something that directly tells people the main benefit of doing business with you. Many times you say It all the time when you get in the zone or when you a talking with your clients.  What basic need do you satisfy.  I was coaching a Referral Institute student  last week and he asked “how do create the EBM?”.  We were discussing his business and I asked him what goal are you trying to achieve when you discuss your clients financial situation? He said they always want to know “Where’s my check going to come from”.  Wow, that’s a powerful statement and a pretty good EBM.  I told him that he just found his EBM. I help clients discover where the check is going to come from, that’s what I do and when you tell people that, they’ll say “How do you do that?”  And now you have a conversation.  Isn’t it great?  Just evaluate what you do and why you do it.

Why are you in business?

Who are your clients?

What do you sell?

How well do you compete?

Why do people buy from you?

How do you identify my referral partners and how do I develop strong relationships?  Part III next.

Second you have to communicate with the people you want to get referrals from. You need make them aware of who you are and who is a good referral for you and find out who is a good referral for them.

Duane Plapp is a professional business coach with The Referral Institute Cincinnati.  Duane can help you create “Referrals For Life”.  If you’re interested in learning more about referral marketing you can contact Duane at duper2947@aol.com or 859-240-6428

Are You Memorable?

Doug Smith - Cincinnati Radio Marketing Consultant
Doug Smith - Cincinnati Radio Marketing Consultant

The average American comes into contact with over 5,000 advertising messages every day.  If you subtract out 7 hours for sleep, that leaves 17 hours of available advertising contact time.  That means the average American comes into contact with 294 advertising messages every hour.

An advertising message isn’t just a radio or television commercial, a newspaper ad, or a billboard you pass on the highway.  Every time you open your refrigerator or your pantry, get online, drive past a business sign, open your medicine cabinet in your bathroom, or take a shower you come in contact with a form of advertising by simply looking at the products right in front of your face.  If you see a logo, you are seeing a form of advertising.

Now, when you factor in radio, television, newspaper, magazine, and billboards you can see how that 5,000 number is believable.

So, how do get your message across?  You need to make your advertising memorable and you do that by becoming relevant to your customers and potential customers.

“15 minutes could save you 15%” is how Geico made their name and because they are one of the biggest advertisers in the country, chances are good you have heard that line more than once.   The characters they use in their advertising are cute, but their tag line tackles two issues that are relevant to nearly every person……it doesn’t take a lot of time to save money.

Have you seen or heard an ad for OnStar, General Motors in-vehicle security, communications, and diagnostic system?  They use real life situations, such as locking yourself out of your car or being involved in a car accident, to showcase their product.

Geico and OnStar don’t waste time talking about themselves, instead they focus on how you will benefit by doing business with them.

The great thing is you don’t have to be a Fortune 500 company to take this approach.  All you do is determine the need that your product/service fills and make that the focal point of your advertising.  Geico could save you 15% in 15 minutes…..OnStar could save your life by contacting emergency personnel if you are in a car accident and unable to make the call yourself.

What need does your product/service fill?

Answer that question and you are on your way to becoming memorable.  Remember, you are battling over 5,000 competitors every day for a spot in the brain of your customers.  The odds are agains’t you unless you put in the effort to become memorable.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 in Cincinnati & Northern Kentucky.  You can contact Doug at  (513) 535-9123 ordosmith@hubbardinteractive.com