I'll take economic recovery for $400, Alex

As far as entrepreneurship goes, Web Presence is a great project. I love it.

Of course, growing a new business -- especially a market leader -- isn't for everyone. There's nothing like that 4:00 a.m. brainstorming session about how you're going to beat the competition senseless with their own product.

In the years preceeding 9/11, I've made it a personal ritual to spend a few days in September examining the status of the American economy. I like to know my market, and even more importantly, I like to know what I can do to make it healthier. Because when the economy's healthy, people are buying. And I'm always ready for that.

Since 9/11, it seems America has taken a "wait-and-see" stance on seeking a more concrete definition of economic recovery. Even before 9/11, the economy had it's quirks, yet the last five years have been a near standstill for the majority marketplace.

And I'm shocked. There's so much opportunity in the face of adversity. I think that, as Americans, we were so darned used to being successful -- at times, even hap-hazardly successful -- that the impact of 9/11 left many entrepreneurs totally clueless about how to adapt to new market conditions.

So what's going on? In a nutshell, the sellers are waiting for consumers to come back to their original buying trends. Unforutnately, it's a lot like that overlooked ballast flaw in the Titanic, and the longer you try to wait it out, the worse it gets.

At the risk of generating more successful entrepreneurs nationwide, I'm going to share something with you that not many people have figured out: the economy that existed before 9/11 is not the same as the economy that exists today. It's the same individuals, it's the same land mass, and that's about it.

At this very moment, we exist in what I call a "sub-routine econonmy" -- that is, a marketplace with modified buying trends based on several key factors: recovery from 9/11, recovery from hurricane Katrina, and the Iraq war. This loop exists outside the traditional economic universe because the subsequent economic conditions of these factors work in tandem against each other to prohibit economic growth, thereby making it impossible to conduct traditional commerce. Keep in mind, I'm differentiating this from a recovery economy, in that to recover from something, you actually have to stop hindering it first. That isn't the case -- yet.

Before you go firing all your employees, or consolidating operations in an effort to cut costs, which in turn will lock you into a tug of war between production and new business development, fight that initial fear-based reaction to consider the following option that will, without question, be the best way to fight the downturn: change your strategy.

It's so simple. And maybe you've even heard it before, but I'm here to tell you that very few have yet to fully embrace the idea as of yet. What exactly does "change your strategy" mean? Well, a few things.

First off, it means changing your old marketing focus -- which may be your current marketing focus. Review your current target market. Are there other markets you might target that would buy your products and services, even for other reasons than you indended?

Subsequently, you'll also need to update your advertising. Everything. Web site, business cards, brochure, flyers. Be creative, because remember, I'm not telling you to go seek out some high-end ad agency. We're entrepreneurs. You don't have the money to waste on new professional services yet, so you're going to have to think this one out. Ninety-nine percent of the solution to this macroeconomic slump is additional thought on the part of the entrepreneur, and that includes re-thinking what works or did work. Don't feed your ego by refusing to change. It won't put money in your pocket, or your customers'.

These suggestions are all about stabilizing your sales. But if you want to really be a glutton for punishment and grow you business in this economy, it's going to take some overtime in the brainstorming department to make that happen. Case in point:

• How can you repackage your product or service to others within the same geographic market?
• Can you offer a B2B version, as well as a consumer version?
• Are there organizations that you might sell directly to?
• Can you sell to government within your geographic market?
• Can you recruit salespeople to help you sell your products and services on commission?
• Can you expand your geographic market without increasing your expenses, with a web site or flat-rate long distance cold calling?
• Can you install a more unique referral program into your business?
• Can you offer anything for free as an incentive to help consumers find more value in your products and services?
• Can you franchise in a way that attracts investors to your business?
• Can you find other ways to reach potential customers are the point of decision, immediately before they choose a product or service provider?

Now you know where you need to go. Right now it's tougher than it's ever going to be for every American entrepreneur. I am so very proud of those who are willing to tough it out for their goals and dreams. Do what you can, seek out more knowlege when you need it, and bring home the bacon. And remember: don't ever, not ever, give up.