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So you are giving serious consideration to starting a business and running it from home. Thousands of people just like you make that big move from the corporate office to the home office. While this is a great move for quite a number of those who do take that decision, the fact is the majority of small businesses fail in their very first year of operation, as much as 80%.While there are numerous reasons for this, one striking reason is an inadequate skills set of the business owner. In a home business environment this is even more crucial as there is usually only the owner running the business. So a critical question you should be asking yourself if you are thinking of starting a home-based business is, are my job skills transferable in a manner that will benefit my business?Obviously you would have to do a match between what you believe your business would need in terms of a skills set to execute your business plan effectively and your own skills set. So one of the first things you really need to address is your own skills inventory. Basically you will want to answer two questions with your personal skills inventory exercise – what are the work-place skills you now have, and at what level of competence each one is.Your next step is to go through your business plan which should give you a good idea of what skills you will need where and when. Determine those tasks that you will need to perform as the business owner, how often and in what time frame. Your objective here is to come up with a skills requirement chart outlining the requisite skills, how critical each is to achieving your goals, who will be carrying out the tasks, how often the particular task will have to be done, and over what time frame.You now have a fair idea of what your business require in terms of skills and what skills you have to bring to the business. It is now time to find the critical skills gaps that you will need to fill somehow. Once you have identified the skills gaps, you need to give some consideration how these will be addressed.Some steps you can take to fill the skills gaps identified are:* Take additional training to upgrade your skills.* For those tasks where you do not have the necessary skills set to perform, consider contracting these out.* Take on a partner to complement your skills set.Ensuring that you have the requisite skills in place to make your home-based business a success is one of the most important things you can do for your business. It will save you a lot of unnecessary headache and frustration as you are now much better equipped to execute your home business plan.

Advertising is an important tool for any company to reach a wider audience. Behind every successful brand lie great advertising campaigns. Even in the age of the Internet and broadcast media, newspaper advertising has not lost its importance. In fact, advertising in the newspaper offers many benefits which make your investment worthwhile. Here is how newspaper advertising helps a brand.

Specific Target Audience

Every brand has a specific target audience. Through newspaper advertising, companies can reach that particular audience. Most newspapers have special sections whose target audience is based on events, geography or group. A brand can appeal to the emotional as well as the intellectual senses of a customer by producing good and relevant creative for a newspaper advertisement.

Wide Reach

Though penetration of the Internet and broadcast media has increased by leaps and bounds over the years, yet there are many remote areas where people get to know the events of the world only through newspapers. They are still read by a majority of the people and this is one of the major reasons why many companies prefer advertising in them. A newspaper is not only read by the person buying it, but also by members of the family and quite often visitors. Thus, for the same circulation, a newspaper’s readership is 3-4 times or even more, giving the newspaper ad a wider audience then what its circulation suggests.

Newspaper Advertisement can be viewed Multiple Times

A newspaper advertisement can be viewed multiple times. People may miss a particular advertisement on television or radio, but it’s very difficult to ignore a large size advertisement in a newspaper. The reader can go through a newspaper advertisement taking his own time and can even re-read and archive it for future reference. This proves fruitful for the brand.

Flexibility

Newspaper advertisements offer great flexibility to firms in terms of content, design, placement and frequency. A company can promote its brand in several ways in newspapers. The display classified section clearly groups an ad in terms of nature and day of the week. A normal display advertisement gives the flexibility of choosing any page in the newspaper. One can change the creative for different insertions in the campaign period while advertising in newspapers and even promote last-minute deals.

Affordability

One of the biggest advantages of advertising in newspapers is that it is still quite cheap as compared to electronic media. Emerging brands may not have adequate funds to undertake an advertising campaign on television and radio. The only option left for them is the newspaper and mostly for the good. Newspaper campaigns can be tailored according to any budget.

Advertising through newspapers is extremely beneficial, especially for small business owners who want to increase their brand recognition and value. In broadcast media, it becomes extremely difficult to stand out in the crowd with limited budgets. There are many who start their day with a cup of tea and a newspaper.

Agreed that there are certain disadvantages too, of advertising in newspaper, but there is no denying the fact, that it is still a potent tool for advertisers to enhance the reputation of their brands.