News

Front Lines is a guest viewpoint section offering perspectives on current issues and events from people working on the front lines of Canada's technology industry. Bob Park is marketing director, information technology products, at Samsung Electronics Canada.

E-mail, voicemail, PDAs. It is probably safe to say that most small and medium-sized businesses (SMBs) use these devices on a regular basis - and for most small companies, it would be almost unimaginable to conduct business without them. Yet so many small business owners forgo other work-related equipment that can increase sales and make an impact on their bottom line.

In the competitive world of business, SMBs need the necessary tools to compete with larger corporations. In order to level the playing field, small businesses must be perceived to have not only the human capital but the physical assets to carry through on a client mandate or initiative. And while this ability may seem evident to potential and prospective customers, the reality is quickly revealed when a company fails to follow through on a task or has difficulty fulfilling an order.

This is often the unfortunate result when small companies commit to the delivery of products or services without having the in-house workforce or equipment to fulfill the commitment. Similarly, a slip-shod or poorly delivered product speaks volumes to a client and may make the difference between obtaining repeat business or lucrative referrals.

Accordingly, there are a few key tools that the SMB can use in order to make a positive impact on the bottom line.

The Use of Colour

The effect of colour has been proven many times. Conventional wisdom supports the notion that a specific colour has the ability to create a marked response in most of us. For example, it is said that red elicits feelings of passion and excitement. Further, certain colours have been proven to be equated with a particular image or lifestyle. Purple is often used to convey luxury and wealth, and white is almost always associated with cleanliness and purity.

While most of us agree that there is a direct correlation in our minds between colours to objects or ideas, the strength of this knowledge is not completely utilized by a group that could benefit from it considerably — the small business owner.

How many times have we all passed on reading materials that lacked colour or vibrancy? Simple black and white flyers or brochures do not convey the same credibility or emphasis as colour documents. Many of us see black and white materials as the sign of a less expensive or "cheaper" method used by businesses with an eye on the bottom line. Yet many small businesses, in an effort to keep down costs, choose to forgo colour at the expense of the business as a whole. One has to question the reasoning behind this, as the cost of colour printing has decreased considerably in the last five years.

According to recent statistics from Evans Research, shipments of colour laser printers in the fourth quarter of 2005 were 120 per cent higher than the same time in 2004. Clearly, some businesses have embraced the value proposition of colour laser technology. In spite of this, many remain behind, hoping to leverage successful results without the obvious tools. By making this decision, they are single-handedly decreasing their business credibility and as a result, losing revenue.

Multifunction Capability

Time is money. And time spent on multiple tasks using various pieces of equipment is an ineffective business model that usually results in lower-than-desired profits.

In an age of technological convergence, it is remarkable that many choose to make our business lives more difficult by using more "tools of the trade" than are really necessary. For the average SMB, the ability to print, scan, copy, fax and store information is probably the most important set of functions required in order to conduct business. So why then does one still hear of small businesses that are stalled due to faulty or non-functioning equipment?

Multifunction printers (MFPs) have come a long way in the last five years. With price points under $500.00, today's lineup of MFPs provide the greatest value in their respective product class.

The speed associated with a suitable unit will also help deliver desired results. Being able to produce the goods for a customer with a fast-approaching deadline does wonders for a company's reputation and bottom line. For instance, many small businesses have to resort to outsourcing materials to a third-party in order to complete a project. By investing in a solid MFP, small business owners can level the playing field by having the ability to produce results on larger tasks.

Sufficient Storage Capacity

We've all heard stories about computers crashing with distressing results. Once stored information is gone, it's gone forever — a frightening proposition for the small business owner whose computer is often the economic centre of his livelihood. Yet knowing this, a number of businesses have inadequate storage capacity — a recipe for disaster.

Gambling with the company's assets is a dangerous proposition. As such, having to delete important data in order to store new information is not a cost-effective business model. Today, the enterprising business owner can purchase hard drives that hold 300GB and beyond. This is a long way from the early days of limited hard drive memory and storage capability.

While data recovery software promises to retrieve erroneously deleted information, the reality is that there is no guarantee that many of these programs will provide complete information recovery. And although it is recommended that data is backed up on a regular basis, this is not always realistic in a small business setting. Transferring information to various media such as CDs or DVDs is often a timely and tedious job. Those working from home can backup information on a LAN, but that would necessitate the existence of another computer or server in-house — which is not always possible. Further, in the case of data loss, the cost of retaining an IT recovery expert to mine "lost" information can be restrictive and a considerable strain on an already tight budget.

In order to gain and maintain a consistent client base, the SMB must provide complete service, which often involves access to many materials: materials that are stored on the hard drive. Making the investment in a drive with substantive memory can single-handedly change the scope of a business for the better.

By making the right IT purchases, SMBs can level the competitive playing field. You don't have to be a big player in the business game. You just have to look like one.