Author of Tiny Business, Big Money, Elaine Pofeldt
Elaine Pofeldt, journalist and author of Tiny Business, Big Money.
We discuss:
- Common strategies for one-person businesses [02:22]
- Automation is always a low-hanging fruit [07:06]
- How enthusiasm makes us hard on ourselves [10:53]
- What prompts employees to start their own business [14:03]
- How to dominate a very tiny niche and think as big as Jeff Bezos [17:07]
- A semi-scientific testing of a product [26:30]
Learn more about Elaine at https://www.elainepofeldt.com, LinkedIn and Twitter.
Transcript
To build a very general business.
Elaine Pofeldt:Amazon takes a ton of money, which most people won't have access to.
Elaine Pofeldt:So if you are running a smaller business, you need to think about with the
Elaine Pofeldt:And that's where trying to dominate a very tiny niche is accessible.
Elaine Pofeldt:You can always branch out once you build a base of cashflow and think
David Shriner-Cahn:Welcome to smashing the plateau.
David Shriner-Cahn:We help you get unstuck so you can do what you love and get paid.
David Shriner-Cahn:What you're worth consistently.
David Shriner-Cahn:I'm your host, David Schreiner.
David Shriner-Cahn:Today.
David Shriner-Cahn:I welcome back to smashing the plateau, journalist and author of tiny
David Shriner-Cahn:Have you started your own one-person or very tiny business following a long
David Shriner-Cahn:On today's episode, Elaine shares what she learned about what leads
David Shriner-Cahn:As she researched and wrote her latest book, tiny business, big money, stay
David Shriner-Cahn:One of the characteristics that Elaine mentioned is connecting
David Shriner-Cahn:The comradery of supportive collaborative colleagues is the foundation of the
David Shriner-Cahn:You'll also find a range of tools and resources to support your
David Shriner-Cahn:Check out the smashing the plateau community so that you can build a
David Shriner-Cahn:Learn more@smashingtheplateau.com slash community.
David Shriner-Cahn:That's smashing the plateau.com/community.
David Shriner-Cahn:Now let's welcome.
David Shriner-Cahn:Elaine Postville journalist and author of tiny business.
David Shriner-Cahn:Big money.
David Shriner-Cahn:Elaine.
David Shriner-Cahn:Welcome back to the show.
Elaine Pofeldt:Thank you so much, David.
Elaine Pofeldt:It's great to be
David Shriner-Cahn:here.
David Shriner-Cahn:So you've been busy since the last time you were on.
David Shriner-Cahn:I know as a journalist, you certainly spend a lot of time writing all kinds of
David Shriner-Cahn:Why did you decide to write this book?
David Shriner-Cahn:Tiny business, big money.
Elaine Pofeldt:One thing I noticed David was when I was updating the
Elaine Pofeldt:And they had scaled by adding maybe one or two people, or they had built
Elaine Pofeldt:People that had to be managed as opposed to the random bookkeeper or accountant
Elaine Pofeldt:And some of them are really struggling with it.
Elaine Pofeldt:And I thought, wow, there must be people one step ahead of where they
Elaine Pofeldt:Using the technology we have today, newer business methods that
David Shriner-Cahn:is the addition of team members.
David Shriner-Cahn:The.
David Shriner-Cahn:Thing that's most in common with the businesses you profiled,
Elaine Pofeldt:that is a common thread.
Elaine Pofeldt:These are businesses that have started to scale.
Elaine Pofeldt:Whether they're going to scale to two people or scale to
Elaine Pofeldt:Some of them are very committed to having a small boutique business,
David Shriner-Cahn:Okay.
David Shriner-Cahn:And what else can you tell me about the business models that they are
David Shriner-Cahn:What else might be either very strikingly similar to those that you profiled in
Elaine Pofeldt:One thing they do have in common is that when they're getting
Elaine Pofeldt:But these businesses are a little further along in that progression.
Elaine Pofeldt:Usually what will happen is they start with automation to try to offload
Elaine Pofeldt:Plus contractors.
Elaine Pofeldt:I have a chapter in this book called set yourself up for success
Elaine Pofeldt:then what will happen is they might start adding an employee to that mix.
Elaine Pofeldt:And then sometimes what happens is once they add the employee, they
Elaine Pofeldt:Sometimes in the mix there's outsourcing.
Elaine Pofeldt:So for instance, you might outsource to fulfilled by Amazon.
Elaine Pofeldt:That's not really using contractors.
Elaine Pofeldt:that's a service.
Elaine Pofeldt:And then partnerships was an interesting one too, where sometimes
Elaine Pofeldt:Who gets equity in exchange for managing the backend so they can move
Elaine Pofeldt:So that was really interesting to me to see if I interviewed almost
Elaine Pofeldt:I saw this progression and how they were doing it in one interesting thing was the
Elaine Pofeldt:So you can bring on people and not have to watch over them constantly.
Elaine Pofeldt:So they know exactly what the steps are and what good looks like.
Elaine Pofeldt:And Angie and Collin Raja.
Elaine Pofeldt:One of the couples that I profiled in this book, they have an e-commerce
Elaine Pofeldt:And they scaled up to about 20 employees in India.
Elaine Pofeldt:And as they did that, Angie is really great about documenting.
Elaine Pofeldt:All of the processes and procedures.
Elaine Pofeldt:So they know how to respond to a customer email.
Elaine Pofeldt:And there's testing around that when they take people on to make sure that
Elaine Pofeldt:And if not to give them training that they need.
Elaine Pofeldt:So that was interesting for me to see it go really going under
Elaine Pofeldt:And all of the businesses have hit seven figures and they tend to be in certain
David Shriner-Cahn:Yeah.
David Shriner-Cahn:Elaine, is there a particular order that you find it's really important to
David Shriner-Cahn:Cause you mentioned things like automation, contractors, employees,
Elaine Pofeldt:automation is always the low hanging fruit.
Elaine Pofeldt:Even if you're not a techie, there are so many apps and tools that are
Elaine Pofeldt:some things are a little more advanced than others, but for
Elaine Pofeldt:That a lot of these people use using different tools.
Elaine Pofeldt:You can add on to your mailbox.
Elaine Pofeldt:You don't need to hire an admin to do that.
Elaine Pofeldt:That's going to be much more costly within admin.
Elaine Pofeldt:So always looked at technology where you can and bring on people with.
Elaine Pofeldt:Only a person can do that work.
Elaine Pofeldt:where that extra warmth, how it feels when you get a bot and you have a
Elaine Pofeldt:They like being able to get through to real people.
Elaine Pofeldt:So I think that's a strength you should lean into, but not lean into using
David Shriner-Cahn:Is there a question that you should ask yourself when
David Shriner-Cahn:Like questions that may trigger?
David Shriner-Cahn:Oh yeah.
David Shriner-Cahn:This is something that I should look into autumn.
Elaine Pofeldt:My business coach taught me an exercise
Elaine Pofeldt:And I'm about to do it again, which is, and he actually
Elaine Pofeldt:He said, create a spreadsheet where you track every hour of the day and what
Elaine Pofeldt:That could best be done by somebody else or done by an automated tool.
Elaine Pofeldt:And that's very telling because you don't realize how these things are slipping in.
Elaine Pofeldt:Even I'm very committed to doing this, but I didn't notice that I was
Elaine Pofeldt:One thing that happened in my business was a lot of the
Elaine Pofeldt:So I refocus a little more on ghost writing.
Elaine Pofeldt:Ghost writing involves a lot of transcripts.
Elaine Pofeldt:Sometimes the client would like a transcript, so I don't want to send them
Elaine Pofeldt:So one of the things I'm working on right now is finding a really
Elaine Pofeldt:I know for instance, zoom has one on the paid zoom that you can turn it on.
Elaine Pofeldt:When you do a zoom call, you automatic.
Elaine Pofeldt:Get a transcript and that only costs $20 a month.
Elaine Pofeldt:So that's affordable for a lot of people.
Elaine Pofeldt:So I'm going to try that one.
Elaine Pofeldt:I don't know if it's perfect, but that's the thing to do is just make sure
Elaine Pofeldt:Like for me, it would be writing the actual book for the client,
Elaine Pofeldt:And there are other things where maybe you can start bringing in an assistant.
Elaine Pofeldt:Like double checking details, like someone's title, if you're
Elaine Pofeldt:If you have an assistant, you can't really do that with AI,
Elaine Pofeldt:No, probably not.
Elaine Pofeldt:So you could batch tasks like that.
Elaine Pofeldt:Get a virtual assistant to do.
Elaine Pofeldt:a few hours a week for you for starters.
Elaine Pofeldt:And it forces you to really think about what needs to be done in a week
Elaine Pofeldt:So you don't hire the assistant to do one five minute task, and then they have
Elaine Pofeldt:because
David Shriner-Cahn:you could automate things in your personal life and you
Elaine Pofeldt:Exactly.
Elaine Pofeldt:I was talking with an entrepreneur who has an apartment in New York city and
Elaine Pofeldt:To indulgent, she just felt guilty about it, but then she did it and she
Elaine Pofeldt:And it just freed up a lot of mental space that wasn't something in her
Elaine Pofeldt:Or if you're living in clutter, it's probably distracting you.
Elaine Pofeldt:so that was, it was hard for her and she looked at it as an experiment.
Elaine Pofeldt:Where she would just try it.
Elaine Pofeldt:It was a little bit expensive, but she felt like she was much more committed
Elaine Pofeldt:So there's also a psychological thing that made occur when
Elaine Pofeldt:One of the things that's interesting to me about businesses is we're drawn to
Elaine Pofeldt:Just trapping yourself with all kinds of tasks, working around the clock.
Elaine Pofeldt:There's always more opportunity to tap into.
Elaine Pofeldt:So I think as entrepreneurs, we're so enthusiastic, we have to really rein
Elaine Pofeldt:and sometimes you don't realize you're doing it until you create the mental
David Shriner-Cahn:Yeah, I couldn't agree more.
David Shriner-Cahn:I can't tell you how many clients I've had this discussion with
David Shriner-Cahn:They want control over their time and, they're not opposed to structure, but
David Shriner-Cahn:But after.
David Shriner-Cahn:They've created the business and the business is sustainable.
David Shriner-Cahn:They're spending a lot of time working in the business and then they feel
David Shriner-Cahn:They have.
David Shriner-Cahn:And even more challenging boss, which is themselves.
David Shriner-Cahn:So
Elaine Pofeldt:it's so funny how we're so hard on ourselves.
Elaine Pofeldt:I think because a lot of times it's enthusiasm, right?
Elaine Pofeldt:We actually, I love my writing work.
Elaine Pofeldt:I that's why I do it.
Elaine Pofeldt:But I can go overboard with it.
Elaine Pofeldt:I always tell my family, I live on the planet overdue and it's
Elaine Pofeldt:I find that for a lot of these folks, they're very protective
Elaine Pofeldt:Or Friday is daddy daughter day.
Elaine Pofeldt:They do things proactively to make sure they reign in that tendency
Elaine Pofeldt:I think it's an occupational hazard of people that start businesses.
Elaine Pofeldt:And they put some checks and balances in place so that they don't lose all
David Shriner-Cahn:Yeah.
David Shriner-Cahn:Speaking about starting businesses, Elaine, what percentage of the
Elaine Pofeldt:I didn't take stock of that, but I think the
Elaine Pofeldt:So often what happens is people have a job they don't like, and
Elaine Pofeldt:We see this with the great resignation where I think 5 million people registered
Elaine Pofeldt:And that's up from about 2 million, about four years ago.
Elaine Pofeldt:You can fact check me on that one, but it's a significant jump.
Elaine Pofeldt:And I think what happens is people reach the point where
Elaine Pofeldt:In their work for whatever reason and need for greater flexibility, they
Elaine Pofeldt:They're not given opportunities to reach their potential or there's so much work.
Elaine Pofeldt:They can never get caught up and they're not being paid enough for what they do.
Elaine Pofeldt:They start to plan ahead a little bit and think about, could there
Elaine Pofeldt:And that prompts them to start businesses.
Elaine Pofeldt:There were some people that are serial entrepreneurs.
Elaine Pofeldt:For instance, one entrepreneur, Anthony Coombs.
Elaine Pofeldt:Splendors which is a box company like Birchbox, but what it sells is
Elaine Pofeldt:He was, he created an app to help people meet other people in close proximity.
Elaine Pofeldt:He was selling automobiles online before it was popular to do that.
Elaine Pofeldt:He went to university of Pennsylvania and he actually had an internship in politics.
Elaine Pofeldt:And he was very disillusioned because he found that the politician that he
Elaine Pofeldt:So he quit and he became a week.
Elaine Pofeldt:And that touched off his desire in part to be an entrepreneur.
Elaine Pofeldt:He had also had an early experience in childhood where his mother
Elaine Pofeldt:She was a single parent and there was a change of governors and she
Elaine Pofeldt:So these combined factors then contributed when he graduated
Elaine Pofeldt:The first one, I believe that he started was a mosaic type.
Elaine Pofeldt:Selling operation.
Elaine Pofeldt:And then he started going into all these different areas.
Elaine Pofeldt:He's more of a person who loves entrepreneurship rather than the
Elaine Pofeldt:He's somewhat agnostic.
Elaine Pofeldt:I think about the type of business, he's more motivated by
Elaine Pofeldt:So he, I don't think he had really a long career in jobs,
David Shriner-Cahn:Right now, you just mentioned in this particular
David Shriner-Cahn:So what is it about finding something that's very narrow, a
David Shriner-Cahn:For tiny businesses to build
Elaine Pofeldt:a very general business.
Elaine Pofeldt:Amazon takes a ton of money, which most people won't have access to.
Elaine Pofeldt:So if you are running a smaller business, you need to think about with the
Elaine Pofeldt:And that's where trying to dominate a very tiny niche is accessible.
Elaine Pofeldt:You can always branch out once you build a base of cashflow and think
David Shriner-Cahn:and to be fair, Jeff Bezos started out
David Shriner-Cahn:He was just selling, he was just selling books online.
David Shriner-Cahn:Which was something, he took something that was being sold
David Shriner-Cahn:And he was just selling books for a long time before he branched out.
David Shriner-Cahn:That's
Elaine Pofeldt:a good point.
Elaine Pofeldt:I guess we all think of Amazon is what it is today.
Elaine Pofeldt:But I remember that story of him driving across the country and
Elaine Pofeldt:And from when I was at fortune small business magazine, that was a while back.
Elaine Pofeldt:It is true.
Elaine Pofeldt:he did branch out and build on something small.
Elaine Pofeldt:I guess books is pretty big, but it's small relative to the
David Shriner-Cahn:But anyway, you were saying that, it's much easier
Elaine Pofeldt:Exactly.
Elaine Pofeldt:And you can really learn it better than anyone else.
Elaine Pofeldt:If it's really that niche down in the case of Anthony Coombs, he found out
Elaine Pofeldt:There are a lot of, box company out there because of the success of Birchbox.
Elaine Pofeldt:And he found that there was a big response at, to organic Facebook groups
Elaine Pofeldt:if they got a new set of underwear that.
Elaine Pofeldt:Was, not to their liking.
Elaine Pofeldt:They would treat it with someone else who liked it.
Elaine Pofeldt:And he also targeted, he did a lot of online research and he found
Elaine Pofeldt:So when we're like, Alaska is a big market for him, which is
Elaine Pofeldt:Store where they can buy their underwear.
Elaine Pofeldt:So I thought that was just interesting, understanding how
Elaine Pofeldt:And he then doubled down on his marketing in those areas.
Elaine Pofeldt:And it's a lesson for anybody.
Elaine Pofeldt:You don't have to be selling underwear to do that.
Elaine Pofeldt:A lot of them have narrow niches and that's great.
Elaine Pofeldt:A lot of the niches tap into what they learned in a corporate career.
Elaine Pofeldt:One example is a company called message pay.
Elaine Pofeldt:Greg Peshy is the founder and he is over 50 and he did have a corporate
Elaine Pofeldt:And so he became an entrepreneur and initially he started a.
Elaine Pofeldt:community for freelancers.
Elaine Pofeldt:And then that was a very saturated market.
Elaine Pofeldt:And there were some very big players in it already, like Upwork and places like that.
Elaine Pofeldt:So then he started looking into other things and he had a background in
Elaine Pofeldt:Since Bill's by text message.
Elaine Pofeldt:You've probably gotten a link from somebody like your utility
Elaine Pofeldt:And what he did was offer this to banks and financial services companies,
Elaine Pofeldt:In that industry specifically.
Elaine Pofeldt:So that would be a barrier to entry for other people that did not know their way
Elaine Pofeldt:And so that's how he built the business.
Elaine Pofeldt:It's over $1 million with just a handful of people working there.
Elaine Pofeldt:So it could be something from your past, which is really, I think it's
Elaine Pofeldt:Else, one of the things I did David, in this book, that's different from the first
Elaine Pofeldt:But what it looks at is the businesses that have the highest financial
Elaine Pofeldt:Average payroll from average revenue.
Elaine Pofeldt:Why payroll?
Elaine Pofeldt:Because payroll is often the biggest expense in most employer businesses.
Elaine Pofeldt:And it's hard to get data on other costs from the census bureau.
Elaine Pofeldt:So I organized those according to which ones had the most money left over.
Elaine Pofeldt:And you'll see there a lot of very niche businesses just to give you an idea.
Elaine Pofeldt:And one other thing I should say is that does not equal profit because there
Elaine Pofeldt:Keeps running data on the average profit of each industry.
Elaine Pofeldt:So if you see one in the tables in the back of the book, that looks
Elaine Pofeldt:And there's a lot of information in the book on how to do that.
Elaine Pofeldt:Including looking at businesses that are up for sale.
Elaine Pofeldt:And they often provide their financials.
Elaine Pofeldt:If you're an interested buyer and they'll put some teasers in their
Elaine Pofeldt:But when I thought it was really interesting for businesses from
Elaine Pofeldt:Who knew.
Elaine Pofeldt:And it turns out there are these little gas station casinos.
Elaine Pofeldt:I'm not recommending people start those because it's just so niche and you'd
Elaine Pofeldt:In general.
Elaine Pofeldt:The second one was Creamery butter.
Elaine Pofeldt:So it turns out buttercream rays are heavily automated.
Elaine Pofeldt:That can be a nice artisanal business for someone who knows
Elaine Pofeldt:Ethyl alcohol was number three.
Elaine Pofeldt:So this is probably ethanol manufacturing, but these are businesses that are
Elaine Pofeldt:And I think that was really telling that you could even do some of these things.
Elaine Pofeldt:With fewer.
Elaine Pofeldt:What I then did was my own analysis, combining what I learned from that,
Elaine Pofeldt:But looking at the bigger patterns like business to business
Elaine Pofeldt:And that was across the different sites.
Elaine Pofeldt:Staff that I had, I organize it by zero to four employees, five to nine and 10 to 19.
Elaine Pofeldt:And that was consistently there.
Elaine Pofeldt:And I found that those types of case studies were coming up a lot.
Elaine Pofeldt:So that's where you can start to get market intelligence.
Elaine Pofeldt:One example would be a pervert Batra.
Elaine Pofeldt:He started a business called flexible pouches and he was
Elaine Pofeldt:He was in his twenties, but he just didn't like the corporate life.
Elaine Pofeldt:And he started researching what kind of business could I start with
Elaine Pofeldt:And what he sells are those plastic bags inside of cereal boxes and
Elaine Pofeldt:They are needing the bags.
Elaine Pofeldt:That's such a great skill.
Elaine Pofeldt:It would be hard to work with a small business to provide them.
Elaine Pofeldt:He tried initially marketing at trade shows, but he found online, actually
Elaine Pofeldt:And so now he can travel all over the place.
Elaine Pofeldt:He wasn't doing much of that during COVID, but now he can be back to that
Elaine Pofeldt:And a lot of the processes are automated.
Elaine Pofeldt:He has a few employees, but it's a very lean little business and it
Elaine Pofeldt:Very profitable.
Elaine Pofeldt:So those types of millionaire next door businesses, I think
Elaine Pofeldt:If you, some people might not be able to sell plastic bags.
Elaine Pofeldt:They would not be interested enough in it.
Elaine Pofeldt:But if you think like an entrepreneur that, how do I use my capital to make
Elaine Pofeldt:You could get a lot of excitement out of it and a really great lifestyle.
David Shriner-Cahn:Elaine since finding these narrow niches that
David Shriner-Cahn:One of the challenges I see with entrepreneurs that have left corporate
David Shriner-Cahn:And even trying to think about a niche, it's like somebody who's
David Shriner-Cahn:I can create markets.
David Shriner-Cahn:Strategies for anybody.
David Shriner-Cahn:What's one piece of advice you can offer that will help them understand how they
David Shriner-Cahn:That's going to help them dominate the marketplace in that niche.
David Shriner-Cahn:I
Elaine Pofeldt:think it helps to do it slowly.
Elaine Pofeldt:There's a whole feeling of overwhelm that I think people who have been in corporate
Elaine Pofeldt:You're so rule-bound in corporate situations.
Elaine Pofeldt:I think about it just because I'm a freelancer.
Elaine Pofeldt:Sometimes I'm on my own team.
Elaine Pofeldt:Sometimes I'm on very small teams.
Elaine Pofeldt:Sometimes I'm on corporate teams on the corporate.
Elaine Pofeldt:I'm not going to say a word in a meeting unless I prepared a slide deck or
Elaine Pofeldt:There's not a lot of ripping and spitballing going on.
Elaine Pofeldt:It's just not the culture of big corporations.
Elaine Pofeldt:They're much more formal.
Elaine Pofeldt:So if you used to that, then you're in the world of entrepreneurship where
Elaine Pofeldt:And you're not presenting it to 20 people and having embedded by a whole
Elaine Pofeldt:You might have to change your way of thinking a little bit
Elaine Pofeldt:And that takes time.
Elaine Pofeldt:So you have to give yourself some grace and say, I'm going to dip a toe
Elaine Pofeldt:And you can, if you're doing a product based business, There
Elaine Pofeldt:You can do two things that interested me.
Elaine Pofeldt:Anna Gambia is a maker of bikinis and she was a medical student in Australia
Elaine Pofeldt:She went on Alibaba.
Elaine Pofeldt:She found a factory and ask him to make the prototype of one bikini.
Elaine Pofeldt:She only had $200 to invest in this business, being a student and she put
Elaine Pofeldt:And use Facebook ads to drive traffic to this.
Elaine Pofeldt:And then she saw it.
Elaine Pofeldt:She would get pre-orders or not.
Elaine Pofeldt:And she got a thousand pre-orders.
Elaine Pofeldt:So she knew women will buy this bikini.
Elaine Pofeldt:So she went back to the factory, which was a small factory and
Elaine Pofeldt:It just for the benefit of people that haven't manufactured, they
Elaine Pofeldt:Turn on all the machines and everything else.
Elaine Pofeldt:So they don't want to do it generally, but this factory wanted to grow with her.
Elaine Pofeldt:So it took some leg work.
Elaine Pofeldt:She actually went to China.
Elaine Pofeldt:She was in Australia.
Elaine Pofeldt:So it's not that far away.
Elaine Pofeldt:And, found one.
Elaine Pofeldt:And that is what she's done with every single bikini, her
Elaine Pofeldt:And now she's expanding into the U S based on doing that kind of semi
Elaine Pofeldt:Entrepreneur who has a similar approach is Jason Vander.
Elaine Pofeldt:Grantee has it.
Elaine Pofeldt:We have a service based business where he does CAD design.
Elaine Pofeldt:It's an engineering type of design, and he's got about 40 contractors.
Elaine Pofeldt:He's one of the small percentage of employee of a.
Elaine Pofeldt:Businesses in the book that don't have any employees, but he's got about 40
Elaine Pofeldt:So what he does is he'll get a GoDaddy website and I think it costs about $30
Elaine Pofeldt:Drives it drives traffic to it with Facebook ads and
Elaine Pofeldt:If he gets inquiries and if nobody's interested, then
Elaine Pofeldt:And he spent like 30 bucks on it and maybe his design time.
Elaine Pofeldt:And then he moves on.
Elaine Pofeldt:And the reason he does this is because one of his first ventures was a
Elaine Pofeldt:It helped people find designer sunglasses.
Elaine Pofeldt:For discount prices and he launched it, he spent $29,000 on it.
Elaine Pofeldt:And then he discovered the market was already saturated with this
Elaine Pofeldt:So he had an expensive lesson, but it's now helped him to
Elaine Pofeldt:so those are two things that you can do as an entrepreneur.
Elaine Pofeldt:I think it's also helpful to have a buddy who's a little bit ahead of you.
Elaine Pofeldt:If you can find one, by going to events where.
Elaine Pofeldt:When you're not so sure about the niche, someone who's a little more experienced
Elaine Pofeldt:So you don't give up too soon because there might be
Elaine Pofeldt:We don't always know what we don't know.
Elaine Pofeldt:Maybe they know of some way.
Elaine Pofeldt:That you could test it then, like for instance, in marketing, there's
Elaine Pofeldt:And it allows you to do polls of targeted demographics.
Elaine Pofeldt:So you might, maybe you came up with a product and you want to
Elaine Pofeldt:You could say, I would like to test this product, a military
Elaine Pofeldt:they wouldn't be 18, So say 30 to 55 and then they provide comments and
Elaine Pofeldt:It's very inexpensive, but there are tools like that, that maybe
Elaine Pofeldt:Cause it's mostly used by people who are marketing, something to
David Shriner-Cahn:Yeah, that makes a lot of sense.
David Shriner-Cahn:Elaine, we've covered so much territory about, just some of
David Shriner-Cahn:If somebody wants to learn more about this topic, get access to your book,
Elaine Pofeldt:they can, find the book on Amazon Barnes and noble and other major
Elaine Pofeldt:Elaine dot com is a good place to reach me through the contact box.
Elaine Pofeldt:Or you can find me on LinkedIn, Facebook or Twitter.
Elaine Pofeldt:I love when people write to me, it makes me a better
Elaine Pofeldt:And, we'd be delighted to hear from your listeners, David.
David Shriner-Cahn:Yeah.
David Shriner-Cahn:So Elena, I want to thank you so much for taking the time to join
David Shriner-Cahn:Congratulations on the publication of tiny business, big money.
David Shriner-Cahn:It's great.
David Shriner-Cahn:My guest today has been journalist and author.
David Shriner-Cahn:Elaine . Thank you again, Elaine, for joining us.
Elaine Pofeldt:Thank you so much, David.
Elaine Pofeldt:Great to be here.
David Shriner-Cahn:When you visit the smashing the plateau
David Shriner-Cahn:On today's episode, Elaine Poe failed, shared what she learned about what leads
David Shriner-Cahn:As she researched and wrote her latest book, tiny business, big money.
David Shriner-Cahn:One of the characteristics that Elaine mentioned is connecting with
David Shriner-Cahn:The camaraderie of supportive collaborative colleagues is the foundation
David Shriner-Cahn:Inside the smashing the plateau community.
David Shriner-Cahn:You'll also find a range of tools and resources to support your
David Shriner-Cahn:Check out the smashing the plateau community so that you
David Shriner-Cahn:What your.
David Shriner-Cahn:Learn more@smashingtheplateau.com slash community.
David Shriner-Cahn:That's smashing the plateau.com/community.
David Shriner-Cahn:Thank you for taking the time to listen to our show.