1. News Update
2. Welcome to Issue Eighteen
3. Are You Right for Entrepreneurship?
4. Economics 101 for the Aspiring Entrepreneur
5. Free Content for Your Web Site
6. February Discussion Forum Highlights
7. Recommended Book List for Entrepreneurs
8. Featured Organization of the Month: Collegiate Entrepreneurs Organization
9. Closing Notes
10 . Recommended Products & Books

In December Broadwick and Virante moved from Chapel Hill to a 6,000 sq. foot office in Durham, North Carolina. Both companies continue to grow quickly. News is listed below.

Broadwick Corp. is now up to 1725 clients for its permission-based email marketing and surveying software IntelliContact Pro. The company has added recently employees Rob Call, Jason Korth, Brian Foxx, and Ian Kilgore.

Virante continues to provide web design, web marketing, and search engine optimization services to its growing list of clients. Virante has recently added Russ Jones to the staff allowing for expanded services in graphics design and web development. If you need any assistance with link building, web site design, web site redesign, email newsletter creation, web marketing consulting, custom software development, affiliate program design, ecommerce, or search engine optimization, contact Malcolm Young at myoung@virante.com or (919) 386-0133.

Sales of Zero to One Million: How to Build a Company to $1 Million in Sales hit a record high in February. Key endorsers include Jay Levinson, author of Guerilla Marketing and David Chernow, President of Junior Achievement Worldwide. We encourage you to discuss the book and the general topic of building a company to $1 million in sales in our entrepreneurship forum.

We hope you enjoy this month's informative Chronicle!

This issue looks at traits commonly found among entrepreneurs and discusses basic economics in relation to today's entrepreneurs. In the first article, "Are You Right for Entrepreneurship?", we are introduced to many common attributes shared by entrepreneurs and what conclusions we can draw from them. Our second article, "Economics 101 for the Aspiring Entrepreneur", covers the basics of how the market system of today works and how it applies to entrepreneurs. The article discusses concepts such as production factors, supply and demand, comparative advantage, and circular flow. Finally, we have sections that provide free content you may use on your web site and a list of our book recommendations for current and aspiring entrepreneurs and business leaders.

If you have any comments, suggestions, or would like to contribute content to be published in the newsletter or online, I encourage you to contact us at myoung@virante.com. Please do feel free to forward this newsletter on to your colleagues and associates. On behalf of the Zeromillion.com team I thank you for being a subscriber.

Yours entrepreneurially,

Ryan P. M. Allis, founder
http://www.zeromillion.com
The Top Entrepreneurship Resource Online
Author: Zero to One Million: How to Build a Company to $1 Million in Sales

Note: This is an authorized except from Zero to One Million: How to Build a Company to $1 Million in Sales. Learn more about the book and purchase your copy today from Amazon.com for $10.85.

Are You Right for Entrepreneurship
by Ryan P. M. Allis

___ Initiative
___ Bias toward action
___ Vision
___ Determination
___ Courage
___ Creativity
___ Perseverance and persistence
___ Drive to achieve
___ Orientation toward opportunity
___ Ability to deal with the abstract and ambiguity
___ Ability to prioritize
___ Drive toward efficiency
___ Ability to take feedback
___ Tolerance for stress
___ Decisiveness
___ Ability to deal with failure
___ Ability to learn from mistakes
___ Ability to delay gratification
___ Ability to plan
___ Ability to build a team
___ Ability to inspire and lead people

1. Being able to build a solid team
2. Leadership & the ability to inspire
3. Persistence
4. Motivation & ambition
5. Integrity
6. Ability to communicate effectively
7. Confidence
8. Being able to execute
9. Having a bias toward action
10. Having a good idea or plan
11. Knowledge of marketing
12. Good networking skills
13. Having the right advisors
14. Knowledge of accounting & finance
15. A college degree

Would you work seventy hour plus weeks for months on end, sleep at the office when you get backed up, put your own money on the line when payroll is due and the bank has yet to approve a loan, be the janitor, the receptionist, the custom support representative, the bookkeeper, as well as the President, and get up and present in front of a room of investors, after already being turned down by 105 other banks, angel investors, and venture capital firms? If you think so, then you just might have what it takes to become a successful entrepreneur.

There is no successful entrepreneur that would say it is easy and there is no one who would say that there is no risk involved. If it were easy, there was no risk, and did not take years of dedication and persistence, everyone would be an entrepreneur. Unfortunately, the market does not have compassion nor feelings. It doesn’t pull for him who works the hardest or him who has the best idea. It pulls for him who works the most intelligently, sells what the market demands, puts together the needed resources, and executes. Let’s take a look at the best and worst things about being an entrepreneur.

Ryan Allis is the CEO of Broadwick Corporation, a provider of permission-based email marketing and list management software IntelliContact Pro (www.intellicontact.com), and CEO of Virante, Inc. (www.virante.com), a Durham, North Carolina based web marketing consulting firm. Ryan, who is 20, is currently studying at the University of North Carolina at Chapel Hill, where he is an economics major and Blanchard Scholar. Additional information on the author can be found at www.ryanallis.com.

This article may be republished online as long as the byline remains.

Note: This is an authorized except from Zero to One Million: How to Build a Company to $1 Million in Sales. Learn more about the book and purchase your copy today from Amazon.com for $10.85.

Economics 101 for the Aspiring Entrepreneur: How the Market System Works
by Ryan P. M. Allis

Now that we have a good background on how the market system developed, it is important to take a look at how the market system of today works. To do this, we will look at four important concepts—that of the factors of production, supply and demand, comparative advantage, and the circular flow.

The Resources Needed to Create Wealth

Let’s start things off with a question. What is needed to create wealth? Within the marketplace, there are many resources that go into the production of goods and services. These resources can be grouped into four categories. These categories are land, labor, capital, and entrepreneurial ability.

The land category consists of not just land, but all natural resources. Labor is the work that is performed by man. Capital is industrial machines and buildings, not financial capital (money is not capital by this definition). Finally, there is a special resource called entrepreneurial ability. This is where you come into play. It is the entrepreneur that organizes and arranges the use of land, labor, and capital to create an output demanded by the marketplace. It is the entrepreneur’s responsibility to decide on what amounts of each resource to use and then use those resources efficiently to create a product or service that is valued higher by the marketplace than the collective value of the resource inputs. As Campbell R. McConnell and Stanley L. Brue say in Economics, “Both a sparkplug and a catalyst, the entrepreneur is at once the driving force behind production and the agent who combines the other resources in what is hoped will be a profitable venture.”

The Law All Entrepreneurs’ Must Understand: Supply and Demand

The second concept that is essential for all entrepreneurs to grasp is that of supply and demand. While you may have studied this in high school or college economics class, it is essential to have more than a classroom understanding of this principle. Let’s begin with a simple demand graph.

As the demand curve illustrates, when the price of widgets is high, say $9, none are demanded. However, when the price is low, say $2, the marketplace demands many. As we can see from the following graph, the market would demand about 13 widgets when the price is $2.

At a price of $2, thirteen widgets will be bought. But would suppliers be willing to sell widgets for $2? Would they even make a profit at this price level? Let’s look at the supply curve to see what amounts producers of widgets would be willing to sell at each price level.

The supply graph illustrates that as the price the market is willing to pay for widgets increases, widget suppliers are willing to produce a greater quantity of widgets. This makes sense. If the market would be willing to pay you more for your homemade cookies, you’d be willing to make more.

From the below graph, we can see that if the market was willing to pay $2, suppliers would be willing to produce 3 widgets.

This is a bit of a problem, however. If at $2 the market demands 13 widgets and only 3 are produced, there will be 10 people without widgets. There is a shortage in the marketplace. Widgets are scarce. Because those ten people know they will not get a widget unless they pay more, they bid up the price. A few of these ten people will not be willing to pay as much as they must to obtain a widget. A few of them will, however. This process eventually leads to an equilibrium price and quantity, where the suppliers produce exactly how many the market demands at a set price.

To determine this equilibrium price and quantity of widgets, let’s put the demand and the supply curves together on the same graph.

From this graph we can see that at a price of about $4.80 there will be 8 widgets demanded by the market place and 8 widgets supplied by producers. We have found the equilibrium price and level of output. This equilibrium point occurs where the supply and demand curves intersect.

Now, if demand increases, the price and quantity supplied will also increase. If supply increases, perhaps due to a new technological innovation, widgets will be less scarce and the price will go down and output will go up. These are the laws of supply and demand.

So what does this mean to an entrepreneur? What is important to take out of this? Well, there are three important lessons here.

Lesson One: How to Price Your Products

If you charge too much you may make a large per product profit but not make many sales. Vice versa, if you charge too little you may make many sales but little profit or perhaps a loss. To find the price that will maximize revenue, you will have to experiment. Test different price points and see what the reaction is on sales, total revenue, and net profit. You likely will not have the resources to hire a team of Ph.D.s to do elasticity and econometric studies to determine the exact point, but you can come close through trial and error and by seeing what your competitors are charging.

Lesson Two: Sell What the Market Demands

The law of supply and demand holds true is all situations and can often be cruel to those who do not abide by it. Before you begin your business, make sure you take time to determine the approximate demand for what you will be selling in the marketplace. Ask yourself if there is a need? What problems does your product or service solve? How will you differentiate yourself from all the competitors doing the same thing? Use the MAR Opportunity Evaluation model provided in part three and be sure to do proper due diligence and market research. If you don’t you may find yourself out of business, not able to sell your product at the price you must in order to make a profit.

Lesson Three: Supply and Demand Works in Factor Markets as well as Goods Markets

While the models above use the example of a good, the widget, the law of supply and demand is equally applicable to factor markets, that is, the market for employees and workers. The difference is that supply is supply of workers and demand is demand for workers. As the business owner, you are no longer the provider, but rather, the consumer of labor. If the supply for labor in your area is low, you will have to pay more to attract the quantity and quality of employees you need to build your business. Similarly, if there are many employers in your area, there will be more choices for workers in the area and thus wages will be driven higher.

An Important Factor behind the World’s Wealth: The Principle of Comparative Advantage

While there is much work still to be done to reduce poverty across the world, over the past five hundred years a tremendous increase in prosperity and standards of living has taken place. There are numerous reasons for this improvement including the humanist movement, the scientific revolution, the spread of liberalism, the promotion of innovation and enterprise by governments, the creation of laws that protect private property, the spread of access to credit, and the development of a system which rewards hard work and investment. One of the most important reasons for the great increase in the standards of living across our world over the past five centuries, however, is the great increase in trade.

Returning to mercantilist times, it was thought that a nation could only increase its wealth if it sold more to other nations (exported) than it bought from other nations (imported). Thinking briefly, this notion might make sense. If a country started with $10 and bought $8 of goods and only sold $5 of goods, its ‘wealth’ would now be down to $7. This, however, does not take into effect the value of the goods purchased. In fact, there is now more wealth than there was before—for both countries. Trade allowed each country to purchase what it needed at a lower cost rather than what it would have paid if it had produced it within its own borders.

Until the economist David Ricardo came along, this mercantilist view of trade persisted. It was not until Ricardo’s publication of his Principles of Political Economy in 1817 that sense began to spread. Within, he explained and promoted the theory of comparative advantage, the key theory that explains why specialization and free trade are such beneficial forces.

To illustrate this important principle, let’s look at a two good and two country market—that of bread and wine in England and France. Assume that France produces both bread and wine cheaper and more efficiently than England can. Will it benefit France to trade with England? Surprisingly, the answer is yes.

Let us further assume that before trade, England produced 14 barrels of wine and 350 loaves of bread and France produced 15 barrels of wine and 600 loaves of bread. Since France produces more of both, it has what is called a competitive advantage in the production of wine and bread. Before Ricardo, the analysis would stop there and France would decide not to trade with England. France, however, has not taken into account the principle of comparative advantage. Instead of each producing wine and bread for domestic-only consumption, if the two countries specialize in what they comparatively do best in and then trade, it will in fact increase both the amount of wine and bread that each country has. Let’s see how.

Let’s use these two production possibility tables in our analysis in which we show the maximum amount of production for each country with three distinct choices, A, B, and C.

As both countries desire both wine and bread, before specialization and trade, both choose Production Possibility B. England produces 14 barrels of wine and 350 loaves of bread while France produces 15 barrels of wine and 600 loaves of bread. It is clear that France is better in the production of both goods. However, gains can be made from specialization and trade.

As we can see from these tables, it costs England 1 barrel of wine for every 50 loaves of bread it produces and France 1 barrel of wine for every 40 loaves of bread it produces. England’s ‘cost-ratio’ is therefore is 1W:50B and France’s is 1W:40B.

Since France has to give up less loaves of bread than England (40 versus 50) to get 1 barrel of wine, it has a comparative advantage in the production of wine. Vice versa, since England has to give up less barrels of wine to get 1 loaf of bread (.2 versus .25), it has a comparative advantage in the production of bread. Also note that before specialization a total of 29 barrels of wine (14 + 15) are produced as well as 950 loaves of bread (350 + 600). Now let’s see what happens when England specializes in making bread and France specializes in making wine.

From our table, we see that if England specializes in making bread it will choose Production Possibility A and France will choose Production Possibility C and specialize in wine. Now, 1050 loaves of bread (instead of 950) and 30 barrels of wine (instead of 29) are produced. It is clear that specialization has increased the production of both goods. One problem remains, however. This is that England has no wine and France has no bread. This can be solved easily through trade.

Meeting in the middle between the cost-ratio of 1 barrel per 50 loaves for England and 1 barrel per 40 loaves for France, let’s assume the ‘terms of trade’ are set at 1 barrel of wine per 45 loaves of bread. It will always benefit both countries as long as the terms of trade are between 1:40 and 1:50. This exact number will be set based on the supply and demand in the market.

Let see what happens if France trades 14 barrels of wine for 630 loaves of bread (14 x 45 = 630). After the trade, France has 16 barrels of wine remaining and 630 loaves of bread while England has 14 barrels of wine and 420 loaves of bread. France now has 1 more barrels of wine and 30 more loaves of bread while England has the same amount of wine and 70 more loaves of bread. Specialization and trade created 1 extra barrel of wine and 100 extra loaves of bread—all due to comparative advantage and our good nineteenth century friend David Ricardo!

So why do all these numbers and abstract theory affect the aspiring entrepreneur or small business person? There are three main reasons.

First, we as entrepreneurs must understand the basics of economics on a macro scale before we can impact industry, innovate, and create wealth for society and profits for our businesses. Secondly, while growing your business to one million dollars in sales and beyond, international sales will likely become a large part of your business. The nutraceuticals company that went from zero to one million in fourteen months was selling its product in over thirty countries by the time I left to go to college. Finally, in the world of ideas there is much debate about policies. Confusion over free trade, fair trade, tariffs, and subsidies abounds. It is important to know the basis of the arguments for free trade and to understand how and why free trade has benefited this world to such a degree over the past two centuries. We’ll learn a bit more about the institutions behind this achievement later in this section.

Seeing Both Sides of the Coin: The Flow of Goods and Capital

To sum up our new economic knowledge, there is one more model that we as entrepreneurs-to-be must know. This is the Circular Flow Model.

The Circular Flow Model presents a simple method for understanding the relationships in the marketplace between businesses (the producers) and households (the consumers). It shows how producers provide goods and services to consumers who provide labor and entrepreneurial ability to businesses, both in exchange for money. Let’s take a look at the model.

In the model, the outer, clockwise, path represents the flow of money. Businesses pay households for services as workers, and households pay businesses for the products and services provided to the households.

The inner path represents the flow of goods. Households serve as a source of labor and entrepreneurial ability for businesses. These resources are purchased in the Resource Market, where the equilibrium quantity and price is set by supply and demand. Businesses purchase land, labor, capital, and entrepreneurial ability from the resource market, and then combine these inputs into valuable outputs known as goods and services. These goods and services go on sale in the Product Market, in which the desired quantity and equilibrium price for each and every service is simultaneously and automatically set through the dynamic workings of the marketplace. And thus the cycle continues on.

While this concept is basic, it is useful to have this simple model. Many younger persons, without experience in the workplace and living as a consumer their whole lives, can only envision the right side of this model. By knowing how this capital and goods flow works we can better understand our roles as consumers, employees, and entrepreneurs as well as the dynamic and constant interaction of supply and demand for both our services and the products we purchase.

So what was the purpose of this primer on the market system? Surely many readers, including perhaps yourself, would have wanted to dive right into the information on how to evaluate opportunities, raise funding, launch a product, build a team, get to the top of the search engines, and build international sales. Reviewing the basics of economics first, however, creates an important framework for understanding the concepts that will be presented later on how to build a company to one million dollars in sales. All entrepreneurs must understand economics, for if they do not they will not be entrepreneurs for long.

Ryan Allis is the CEO of Broadwick Corporation, a provider of permission-based email marketing and list management software IntelliContact Pro (www.intellicontact.com), and CEO of Virante, Inc. (www.virante.com), a Durham, North Carolina based web marketing consulting firm. Ryan, who is 20, is currently studying at the University of North Carolina at Chapel Hill, where he is an economics major and Blanchard Scholar. Additional information on the author can be found at www.ryanallis.com.

This article may be republished online as long as the byline remains.

If you have a web site that has to do with business, entrepreneurship, marketing, web marketing, ebusiness, personal development, or economics and would like high quality free content for your web site, you may syndicate the following articles from our web site. These articles are stored in zip format and can be downloaded by clicking on the appropriate link. We simply ask that you keep the author byline at the bottom of each article per the instructions included with each zip file. If you choose to use any of the articles we ask that you notify us at info@zeromillion.com.

48 Articles - Authorized Excerpts from Zero to One Million
45 Articles - Articles by Ryan Allis, June 2002 - July 2003

Members: 584
Posts: 688
Location: http://www.zeromillion.com/forums/

In February we saw some great topics come up for discussion in the Zeromillion.com Forums. Some highlighted topics include:

• Young man looking for guidance in entrepreneurship
• Teen Entrepreneurs
• Any British entrepreneurs out there?
• Business logo
• Business Class Project
• Truly Free business advertising
• Business Support : Web Marketing
• Advice please: Cold calling / getting new clients blues
• Do small business owners need a website?
• Web Design & Hosting Questions

The following books are recommended for reading by aspiring and current entrepreneurs and business leaders. The books in bold are must reads. Please email any recommendations for additions to this list to myoung@virante.com.

Globalization & Economics

• The Lexus and the Olive Tree by Thomas L. Friedman
• The Commanding Heights by Daniel Yergin and Joseph Stanislaw
• Political Ideologies and the Democratic Ideal by Ball and Dagger
• The Worldly Philosophers by Robert L Heilbroner
• Reinventing the Bazaar: A Natural History of Markets by John McMillan
• The Mystery of Capital by Hernando de Soto
• The Other Path by Hernando de Soto
• Economics by Stanley and Brue
• Macroeconomics by N. Gregory Mankiw
• Capitalism, Socialism, and Democracy by Joseph A. Schumpeter
• International Business by Charles W. H. Hill
• Against the Dead Hand by Brink Lindsey

Entrepreneurship

• Zero to One Million by Ryan P. M. Allis
• Rich Dad Poor Dad by Robert Kiyosaki
• Rich Dad’s Guide to Investing by Robert Kiyosaki
• Good to Great by Jim Collins
• The E-Myth by Michael Gerber
• New Venture Creation by Jeffrey Timmons
• The Young Entrepreneurs’ Edge by Jennifer Kushnell
• The Young Entrepreneur’s Guide to Starting and Running a Business by Steve Mariotti
• The Portable MBA in Entrepreneurship by William D. Bygrave
• Innovation and Entrepreneurship by Peter Drucker
• Good to Great by Jim Collins
• At Work with Thomas Edison by Blain McCormick
• Multiple Streams of Income by Robert G. Allen
• On Entrepreneurship by Harvard Business Review
• Entrepreneurship.com by Tim Burns

Marketing

• The Anatomy of Buzz by Emanuel Rosen
• The Tipping Point by Malcolm Gladwell
• Obtaining a #1 Ranking in the Search Engines by Ryan Allis
• What Clients Love by Harry Beckwith
• Building Thousands of Links to Your Site by Ryan Allis
• Net Results 2 by Rick E. Bruner
• Protégé Training Program by Jay Abraham
• Permission Marketing by Seth Godin
• Guerilla Marketing by Jay Conrad Levinson
• Principles of Marketing by Kotler and Armstrong

Personal Development

• Think and Grow Rich by Napoleon Hill
• The Seven Habits of Highly Effective People by Steven R. Covey
• Succeed and Grow Rich Through Persuasion by Napoleon Hill
• How to Win Friends and Influence People by Dale Carnegie
• The Law of Success in Sixteen Lessons by Napoleon Hill
• The Student Success Manifesto by Michael Simmons
• Secrets of the Young & Successful Jennifer Kushnell
• Soul of Money by Lynne Twist
• Unlimited Power by Anthony Robbins
• The Millionaire Mind by Thomas J. Stanley, Ph.D

The Collegiate Entrepreneurs’ Organization is the premier global entrepreneurship network serving more than 500 colleges and universities. The Collegiate Entrepreneurs' Organization informs, supports, and inspires college students to be entrepreneurial and seek opportunity through enterprise creation.. To learn more about CEO visit http://c-e-o.org/.

Past Highlighted Organizations:

February 2005 - United Nations Children's Fund (UNICEF)
January 2005 - United Nations Development Programme (UNDP)
August 2004 - Youth Development & Entrepreneurship Foundation
July 2004 - Lead America
June 2004 - Students in Free Enterprise
May 2004 - Junior Achievement

This concludes this issue of The Entrepreneurs’ Chronicle. We'll see you April 1, 2005. If you are not subscribed and would like to subscribe, please visit http://www.zeromillion.com. If you would like to contribute content, become involved with the zeromillion.com team, make suggestions, or provide feedback please feel free to contact us at info@zeromillion.com. We encourage you to participate in our discussion forum at http://www.zeromillion.com/talk/.

This newsletter is published by www.zeromillion.com with support from the Entrepreneurs’ Coalition. The newsletter is sent using the IntelliContact Pro web-based email marketing and list management software.

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Zero to One Million Guide for aspiring entrepreneurs on how to build a company to one million dollars in sales. Price: $10.85 | More Info

Obtaining a #1 Ranking in the Search Engines The book the professionals use to consistently obtain top search engine rankings. Price: $37.00 | More Info

IntelliContact Pro by Broadwick Corporation is web based software that enables you to send out permission-based email newsletters to your prospects, customers, and subscriber, track campaign metrics such as opens and clickthroughs, and create and send surveys. Manage and contact all of your prospects, customers, affiliates, employees, and suppliers. With plans starting at $9.95/month and a free fully functional fifteen day demo, IntelliContact Pro is a top choice for list management software. We encourage you to sign up for a free 15 day trial or learn how IntelliContact can benefit your organization. If you have any questions about the software feel free to contact Director of Customer Service Brad Gurley at (919) 968-3996 or via support@broadwick.com.

Virante provides web site design, web marketing consulting, and search engine optimization services. Learn more and request a quote at www.virante.com.

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"Great things are not done by impulse, but by a series of small things brought together."
Vincent Van Gogh