Robinson gives entrepreneurs survival tips

Title:The Small Business Survival Guide

Author: Alrick Robinson

Publisher: Self-published, March 2010

Reviewer : Sabrina Gordon

Alrick Robinson may not have broken new ground or provided in-depth analysis of how to run a business, but he certainly reinforces many of the things one should know in starting and surviving the first two years in operation.

And he does so with much clarity and in simple language in his new book called The Small Business Survival Guide.

So what we have in the 149-page book, sectioned into five parts, is Robinson delving into the salient issues of proper planning, how to position the business within the market, how to serve and, more important, understand that market.

"The entrepreneur must be diligent in identifying and selecting a niche, and find a way to provide value to that preferred segment," Robinson stated in the chapter titled 'Selecting Your Niche'.

"Select a niche you know about and care about," he said.

The chapters in the book are short and crisp, touching on elements the entrepreneur needs to pay attention to in the early days of operation.

In the early chapters, Robinson notes the importance of building strong customer relationships, moving later to discuss other technical issues such as pricing, financial statements, and building out the team of employees.

But even with short chapters, the information was clear-cut, to the point, and riveting.

practical advice

It gives relevant guidance and practical advice needed for success.

The chapter that drives this home for me is the one on the mental demands of a business.

He summarises: "Beyond business management, proactive mind management is the key to success. How you perceive the world and its challenges will determine how you respond to the day-to-day developments and opportunities."

Robinson, a businessman in his own right with over 12 years of experience in the corporate world, and 13 as an entrepreneur, is cognisant of the fact that running a business demands mental toughness.

But beyond the mental demands are the necessary elements of good record keeping, the need for performance assessment, market focus, seeking mentorship, and getting the technical expertise, all of which are identified in the book.

He points out the pitfalls of partnering and selling to friends and family, a situation to be handled with caution and critical thinking.

The final chapter gives a good summary, documenting 11 steps to guiding a business into action.

For small businesses and first-time owners, where there is a fair amount of risk until the operator is able to climb up the learning curve successfully, this book is a worthwhile read.

sabrina.gordon@gleanerjm.com