Finding out how to be your own boss from the Internet

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.