Finding out how to be your own boss from the Internet

By Zatni Arbi

JAKARTA (JP): A report in the Aug. 17 issue of Business Week struck me. While the unemployment rate in the U.S. is still at its lowest point so far and it's actually a job-seeker's market, the story is not so good for those nearing the top of their hills, and worse still for those who already belong to the category of "over-the-hill". With so much emphasis on productivity and performance that corporations put on their workforce, veterans are likely losing out to the young professionals.

What to do if you happen to belong to the highly paid but over-the-hill managers? One alternative that seems to be attracting a lot of people -- old and young alike -- is to start their own business. Those with long experience as professionals can start a consultancy service. Others with years of marketing can even start their own trading business.

And, with information technology opening zillions of new opportunities, why should you hesitate in taking the plunge to the Cyberworld? Although millions of Internet business startups have failed and resources have gone down the drain, hundreds have risen and become stars. Amazon.com, the on-line bookstore, is by far the most frequently mentioned success story.

About a year ago, a group of nephews came to me for advice. They were seriously considering launching their own Web-based business. "We have the skills in computer and graphics, and we can design great-looking Web pages. What do you think if we start our home page and start our on-line business?"

My answer was very simple. It is not the snazzy graphics or cool sites that generate income, but the contents. It's the services that you provide or the goods that you sell that earn you money, not the dancing animation or colorful logo.

In other words, the tool will mean nothing until you put some brilliant ideas to it. Knowing what you can do your best is already an excellent starting point, but more important is how you can meet an unmet need on the market. Or, even better, how you can create a new need in the market that only you can fulfill.

Choosing what business to start is certainly the most challenging part of it all. You will need to explore the market, check what is available and what is still highly needed. You don not want to do what Indonesians have notably been very good at doing, i.e., jumping on the bandwagon.

Where do you get ideas for business, and who can help you as you crystallize your ideas? There are a number of publications that can help, including Entrepreneurs and Startups. Another favorite publication of mine, as I have mentioned in this column, is Home Office Computing. While the first two concentrate more on business ideas, HOC deals more with how to capitalize on the benefits of IT and which ITs are the best choices for your home office, although it also offers tips on management and finding financial support.

Advice

Thanks to the Internet, help for those of you who are mulling the idea of starting your own businesses is closer than you think. The above magazines have their own Web sites (www.entrepreneurs.com and www.hoc.com), which let you access and browse articles from their past issues. SCORE (www.score.org) is also a superb Web site manned by retired executives. You can even send them questions and they will e-mail you their answers. The best thing about SCORE is that their services are free.

Another excellent source of ideas can be found in the Web site of American Express (www.americanexpress.com). Click on the Business Affairs icon on their homepage, and then on Small Business Services. This will take you to where you can access their small business section. There is plenty of advice, ideas, suggestions and practical tips that you can take advantage of. There is also step-by-step guidance that can lead you as you develop your vision, explore the things that you are very good at and examine the market that you will serve so that you know what they need and who your competitors are.

Paul and Sarah Edwards are the Stephen Covey or Anthony Robbins of small and home-based businesses. They run a regular column in Home Office Computing, host a number of TV programs and have written several books on how to build your own businesses. Their latest book, Finding Your Perfect Career, can be ordered through www.amazon.com.

So, if you are getting tired of the 9-to-5 mode of earning your living, or you have just been laid off, information technology may provide an excellent exit route. Better still, you can start the so-called 30-second commute with advice that is available for you on the Internet. Join a growing number of on- line entrepreneurs and be your own boss.