The reading level for this article is Novice

February 2005
12,315 Subscribers
Issue Seventeen

“This is the beginning of a new day. When tomorrow comes, this day will be gone forever; In its place is something that you have left behind. Let it be something good.” – Author Unknown

We hope you enjoy issue seventeen of the Entrepreneurs’ Chronicle! Top news this month: We’ve recently re-launched our entrepreneurship forum at The forum has been down since December after a worm attacked it and took it down–but thanks to our new developer Russ Jones it is back up as of today. We have 549 members to date and hope you will join and make a few posts yourself.

Table of Contents

1. News Update
2. Welcome to Issue Seventeen
3. Choosing the Right Type of Business to Start
How to Obtain Publicity
5. Free Content for Your Web Site
6. Recommended Book List for Entrepreneurs
7. Featured Organization of the Month: UNICEF
8. Closing Notes
9. Recommended Products & Books

News Update

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. passed the 1500 clients milestone in January 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, or search engine optimization, contact Malcolm Young at 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 January and reached its highest position yet on the Bestsellers List after its mention on ABC News Now and in Young Money Magazine. 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.

Welcome to Issue Seventeen

Welcome back. This is our second issue since August and we’re excited to be back in the flow again!

This issue begins with the article, “Choose the Right Business, Create the System, Automate it, Replicate it, and Benefit” which covers what you need to take into consideration when planning your business strategy and some of the differences between product based and service based industries. Our second article, “How to Obtain Publicity”, covers the basics of how you can market your company strategically and touches on points such as media relations, email personalization, and planning a press release. Finally, we’ve provided free content you may use on your web site and listed 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 Please do feel free to forward this newsletter on to your colleagues and associates. On behalf of the team I thank you for being a subscriber.

Yours entrepreneurially,

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

Choosing the Right Type of Business

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 for $10.85.

Choose the Right Type of Business, Create the System, Automate it, Replicate it, and Benefit
by Ryan P. M. Allis

There are many different types of businesses that you can start. All, however, will fall under the four basic categories of manufacturing, wholesale, retail, or service. A manufacturing business actually makes the product, wholesale businesses sell products to stores, and retail businesses sell products to end buyers—which may be businesses or consumers. Service providers, on the other hand, sell their time and expertise instead of a tangible product.

My experience in business is in selling products at wholesale and retail and providing a service. Through my experience, I have found a very big difference in running product-centered and service-centered businesses. My current product-centered business in called Broadwick Corporation. We sell the web-based email marketing software IntelliContact Pro. My current service-centered business is called Virante, Inc. We do web marketing consulting for high potential companies and take payment in cash, equity, and commissions on generated sales.

Whether you start a service-based or product-based business will have a large effect on the steps you’ll have to take to build it to one million dollars in sales. I find that product businesses, in general, are more entrepreneurial and easier to grow exponentially, whereas service based businesses are nearly always limited. While one can be making money while they sleep selling a product, in most service-based businesses, you can only make money when you’re working. Your income is limited by the number of hours you can work. In order to overcome this, as a service-based business owner, you’ll have to put the proper systems and processes in place and hire employees that can do the work for you so all you’ll have to do is manage the company and set its vision. You’ll have to find high margin services in areas where you can truly add value for your customer. While services such as programming, web design, marketing consulting, and search engine optimization can be lucrative, it is rare that a one-person company makes more than $200,000 per year. To reach that $1 million dollar level you’ll have to stop working in your company and start working on your company—the classic advice of Michael Gerber in his book The E-myth.

Another difference I often find between product and service-based companies is that there is often only one founder of service based businesses—whereas there are more often than not three or four founders of product-based companies. This holds true with my companies. I maintain 100% of the equity of Virante, Inc., but share the equity in Broadwick with 6 others. I consider Broadwick to be my "entrepreneurial" company that we will hopefully sell for tens of millions in a few years, while Virante will always be my personal service firm, holding company, and tax advantaged business. This can be further seen by the fact that Broadwick is a C corporation—what all large corporations are—whereas Virante is an S corporation that will allow the profits of the company to pass through to me without being taxed twice. Service companies tend to be lifestyle companies whereas companies selling a product tend to be high-potential companies.

By selling a product, one can automate much more of the business—especially if that product is delivered online or you can set up an autobilling system. One can easily automate an affiliate program, shopping cart, online merchant account—and then hire someone at $10 per hour to do the shipping and answer the phone. Further, there is much more ability to scale up. While I was working with the nutraceuticals company, they handled over 400 orders per day with one customer service rep and one fulfillment person. In a service firm making $2.5 million per year, you’d likely need at least 20 people.

If you do decide to start a service based company, see if you can also develop a product based on your expertise in your niche—perhaps an ebook or informational product. If you can develop a product in addition to your services, you’ll gain additional credibility and be able to develop a stream of income that will allow you to increase your revenue in a way that is not directly tied to the number of hours you work.

This concept is illustrated well by Robert Kiyosaki when he notes the difference between a small self-employed service provider with that of a business owner in his Rich Dad’s Guide to Investing:

Those who are self-employed will never become rich because they are not building an asset. If they stop working, they will stop making money. If a business owner stops working, he or she will continue to earn passive income from the asset he has built. At the core of assets are systems.

Ryan Allis is the CEO of Broadwick Corporation, a provider of permission-based email marketing and list management software IntelliContact Pro (, and CEO of Virante, Inc. (, a Chapel Hill, 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

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

How to Obtain Publicity

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 for $10.85.

How to Obtain Publicity
by Ryan P. M. Allis

Obtaining publicity is similar to obtaining free advertising, except better, as the advertising comes in the form of a trusted third party recommendation or mention. Third party endorsements have great credibility to viewers, listeners, and readers and can generate many more leads than a paid ad.

Good media relations require planning and time, however. You cannot simply decide on Tuesday that you want to get a press release out by Thursday. You need to build and cultivate relationships with editors and reporters as journalists tend to rely more on their Rolodexes than press releases when writing their stories.

Before you launch your publicity campaign, you’ll need to decide whether you’ll be doing it yourself in-house or outsourcing it to a public relations firm. If you do decide to hire a PR firm, you may wish to contact the business editors at local newspapers or trade journalists and ask them which firms they respect and work with often. It is also a good idea to ask for client references and have your firm present a plan with a budget and timeline. Most firms will work on a monthly retainer. Some however, will work on a performance basis, where you pay only if and when you get coverage. If you are strapped for money, you may consider using this type of firm.

If you do decide to do your publicity campaign yourself, here are a few tips:

  1. Know Your Audience. First, know who your audience is and what types of media they pay attention to. Then target your campaign toward these publications and outlets.

  2. Personalize Your Emails. Instead of sending a press release directly, begin an email message with, "I enjoyed your recent story about ______________.” This will improve your chances of getting noticed.

  3. Become a source. Instead of sending out a press release when you are ready to launch your campaign, send out an introduction message a few months before stating who you are and what you are an expert in. Offer to answer any questions the reporter or editor may have on these subjects.

  4. Prime the Pump & Build the Relationship First. Instead of sending a press release out of nowhere, start a few weeks in advance by dropping a short email to the relevant editors and reporters at your local papers letting them know that the company will be making an announcement in the future. State that you believe that based on your knowledge of that person’s work, you believe they are the right person to contact and you wanted to confirm this before sending any unwanted press releases. If that person is not the right person, he or she may let you know the proper person to contact. If that person is the right one, there is a good possibility that he or she will take the chance to inquire a bit further about your company and upcoming news.

  5. Create a proper media kit. Invest time in creating a professional media kit, printed in color in a nice portfolio folder. Include company information and history, product information, executive bios, case studies, past press coverage, names of prominent clients, and high-resolution pictures of your product(s) and executives on a burned CD. Mail this kit in advance to publications or trade press that have covered stories similar to yours in the past.
  6. Use online resources such as, and to build a list of media contacts in your area.

Ryan Allis is the CEO of Broadwick Corporation, a provider of permission-based email marketing and list management software IntelliContact Pro (, and CEO of Virante, Inc. (, a Chapel Hill, 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

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

Content for Your Web Site

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

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

Recommended Books for Entrepreneurs

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

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


  • 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
  • by Tim Burns


  • 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
Highlighted Organization of the Month

UNICEF stands for the United Nations Children’s Fund. It stands for health, education, equality, and protection for every child across the world. UNICEF has been heavily involved in the efforts to assist children and orphans affected by December’s Tsunami. To learn more about UNICEF visit

Past Highlighted Organizations:

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

Closing Notes

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

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

Contribute Content:
Contact Publisher:
Inquire About Services:

Archives online at:

Books & Products By Ryan P. M. Allis

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

Make payments with PayPal - it's fast, free and secure!


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

Make payments with PayPal - it's fast, free and secure!

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

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

All Contents Copyright © 2005 by, the top entrepreneurship resource online

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



This Entrepreneurs Chronicle article was written by Ryan P Allis on 3/1/2005

Ryan P. Allis, 20, is the author of Zero to One Million, a guide to building a company to $1 million in sales, and the founder of Ryan is also the CEO of Broadwick Corp., a provider of the permission-based email marketing software and CEO of Virante, Inc., a web marketing and search engine optimization firm. Ryan is an economics major at the University of North Carolina at Chapel Hill, where he is a Blanchard Scholar. [learn more.