Category Archives: Running Your Business

Control Your Inventory

Control Your InventoryAs discussed in our story about the inventory trap, if you sell physical products (as opposed to electronic downloads or items drop shipped directly from outside manufacturers to your customers) your ability to manage your inventory could be critical to the survival of your business.

Minimizing excess inventory is essential to ensure you’ll have enough cash on hand to pay bills. It’s equally important to avoid running out of items that customers want to buy so you’ll never lose sales or squander your advertising investments.

In our business, we find that inventory control amounts to three main tasks.

  1. Keeping an accurate count of all stock quantities – with the ability to feed that information into our bookkeeping software
  2. Creating a process to warn us in advance of items we need to buy to avoid running out
  3. Taking frequent enough physical counts of our inventory to assure that our reports are correct

We first tried managing inventory using an expensive version QuickBooks, but found this to be hugely frustrating.

After struggling with the problem for a few years, I found our only solution was to track inventory with a spreadsheet. This required me to get a deeper knowledge of Microsoft Excel, a skill became useful for many other tasks.

Managing Inventory with Excel

Today we manage inventory using a single Excel workbook with different sheets where we record the data that determines our inventory.

  • On one sheet we append newly completed (shipped) transactions reported by our shopping cart onto a long list. Each row shows an individual product ID purchased, order number, date of the sale, product cost, sales tax and shipping fees.
  • On a second sheet we enter product refunds, mainly to keep track of refunded sales tax.
  • On a third sheet we list the date, quantity and part number of items we receive from suppliers and any adjustments, say, for free replacements we send, changes in physical inventory counts, and so on.

With these three basic inputs, plus pages that use the Excel SUMIFS and SUMPRODUCT functions to calculate component parts consumed, we’re able to report the quantities of all items in stock on any prior day and time, and for any period the inventory used and the sales taxes collected and refunded. The workbook uses only conventional formulas, and no macros or add-ins.

We’re also able to see historical averages of components used, and alerts so that we know to order more stock when levels fall below thresholds we’ve set in days’ supply, accounting for each supplier’s normal lead times.

For our business, we’ve found that it’s critical to take physical inventory every few months, and to enter any adjustments into our spreadsheet so that we avoid any surprises.

We’ve also learned that it’s a good idea to keep plenty of critical, low-cost items (like labels, packaging materials and fasteners) in stock, while carefully monitoring our inventories of more expensive items.

Next, we’ll talk about bookkeeping processes we’ve found that work – and those that don’t – for running an online business.

Next: QuickBooks Hell

Manage Your Money

Manage Your MoneyAfter the first full year of running a moonlight business, I found that we’d earned a nice profit. The money wasn’t yet as much as I earned from my day job, but it represented more spare funds than our family had seen in a long time.

Unfortunately, anyone who knows US tax law* will tell you that the extra income you earn as a sole proprietor is taxed at your highest marginal rate, and is subject to additional self-employment taxes.

This means that while the IRS might take, say, 20% of the of the earnings from a typical day job, you’re likely to pay closer to 40% of your additional business earnings in federal tax. Once your business starts to earn a real profit, you could be shocked by your federal tax bill.

Your Secret Weapon

Fortunately, if you can do without spending some of those extra earnings right away, the US tax code currently offers a powerful way to postpone – and almost certainly diminish – the taxes on much of your moonlight earnings. Your secret weapon is the Solo 401(k) .

Similar to the 401(k) savings plans offered by larger employers, a Solo 401(k) allows sole proprietors and their spouses put money from pre-tax earnings into a savings plan. That money and any dividends aren’t taxed until you withdraw the funds at a later date.

This helps you avoid paying federal tax on those earnings right away, and since you’ll likely be in a lower tax bracket when you retire, could help you avoid paying much of the total tax in the long run.

The amount of income that you can shield from immediate federal taxes with a Solo 401(k) changes each year, and depends on your age and net business profit. In general, your maximum contribution can range from $20,000 to over $50,000, plus more for a spouse.

I’d urge you to set up a Solo 401(k) as soon as your business shows a profit. It’s great to know you’re avoiding taxes and contributing to your security. You can search online for Solo 401(k) Providers to help create your account.

More Money Tips

The following suggestions are covered in depth in other articles.

  1. You can avoid bad investments by heeding Steve’s First Rule of Money.
  2. Read our story about how to keep your money safe.
  3. If you sell physical goods, be careful to avoid the inventory trap.
  4. To stay out of QuickBooks Hell, use your accounting software only for the things it does well.

Next, we’ll cover those important guidelines to help keep your money safe.

Next: Keep Your Money Safe

 


* I am not a CPA. This information changes with different circumstances, so please find a good accountant or tax professional to help you.

Keep Your Money Safe

Keep Your Money SafeToday there seem to be almost limitless ways for criminals to steal money from an online business. Your bank accounts, online merchant account, credit card accounts, website, and the computers you use for work will be under constant attack.

You’re never 100% safe, but I can suggest some basic guidelines that should greatly reduce the odds of losing your hard-earned income to thieves.

Here are some general recommendations to stay safer online.

  • As soon as you can afford to, get a separate PC just for business. Keep its operating system and antivirus up-to-date, install and test a system to backup files, and avoid visiting unfamiliar websites with this machine.
  • Be sure that two-factor authentication is in place for every account that handles your money. At a minimum you should be required to reply to an automated email any time you login from a browser that isn’t recognized.
  • Use different passwords for all online accounts that handle money or confidential information.

Email has become an big source of risk, and so requires extra precautions.

  • Treat everything in your inbox with suspicion, especially if it has a link or attachment that you did not request from the sender. Potentially harmful phishing emails can appear to be from people and services you know, with believable text, and dangerous links or attachments.
  • Never email sensitive information – including passwords, payment card numbers, or Social Security numbers – since your messages are easily shared and create permanent copies on many computers.
  • Be on guard against 419 scams and other email fraud designed to steal your funds. An especially annoying scam, disguised as a customer service request, is explained in our story about why email is dangerous.

Stay Involved with Bookkeeping

Early-on, one of our biggest challenges was finding an accountant with enough skill to help us set up our accounting software and manage our financial records efficiently.

It wasn’t until we’d paid three other accountants – who all were of little help – that we finally found the right Certified Public Accountant (CPA). In the end, it was a recommendation from a really smart Chief Financial Officer (CFO), who I knew from a past job, that led us to the right CPA.

It’s essential that you’re able to trust anyone who can access your financial records and accounts, and that you stay actively involved in the bookkeeping process. One colleague learned this when he hired a bookkeeper who eventually fled after embezzling a great deal of money.

If your business sells physical goods, a big financial concern is likely to be something I call the inventory trap. We’ll discuss that next.

Next: The Inventory Trap

QuickBooks Hell

QuickBooks HellAs your business grows – and especially once you start to work with outside suppliers – you’ll likely need an accounting software package. For most businesses QuickBooks is the unavoidable choice. If you want to get help from an accountant or eventually hire a bookkeeper QuickBooks is practically mandatory.

QuickBooks has the potential to make seemingly impossible tasks look easy. Once you get QuickBooks configured right, it’s gratifying to see your transaction history loaded into tax software like TurboTax, and to see the correct IRS forms completed almost instantly. And, you’ll sleep better knowing you’ll have precise profit-and-loss data within a few days after the close of each month. You’ll also know exactly how much sales tax to send to your state each quarter (if required), and you’ll be confident that the bills you’re paying are correct.

Unfortunately, QuickBooks can also make many basic, daily record keeping tasks seem impossibly difficult. Even after reading books on double-entry accounting principles used by the software, I found that setting up and maintaining my company’s books with QuickBooks was hugely frustrating, and it seemed to consume limitless amounts of time.

While I’m no Certified Public Accountant (CPA) and can’t offer specific help setting up QuickBooks for your business, I can share a few pointers that I wish I’d known before wasting what seemed like an eternity in QuickBooks Hell.

Keys to QuickBooks

Used correctly, QuickBooks can provide a great deal of value in tracking and reconciling items such as:

  • Bills, payment card charges, and business expenses in general
  • Key business accounts including your checking account, online merchant account, and sales taxes payable to your state
  • Purchase orders, and the payments that you send to suppliers
  • High-level financial results, with the ability to feed this data to TurboTax

However, we find other activities to be impossibly difficult with QuickBooks:

Before finding our really smart CPA, we paid several other accountants to try and make our QuickBooks setup workable. We quickly learned that while many people call themselves ‘experts,’ most were only familiar enough with QuickBooks to make it work for one particular type of business. Nobody seemed to understand the software well enough to help us set up efficient processes for our online store.

Setting Up QuickBooks for an eCommerce Store

Fortunately, after trying to manage inventory for several years with an expensive version of QuickBooks, we eventually found our great CPA. We followed his advice to discard that version of QuickBooks, buy the more basic QuickBooks Pro (often sold for under $200), and start fresh with the features that we found usable. We also switched to planning our inventory with an Excel spreadsheet, and then entering the correct information into QuickBooks at the end of each month.

For our particular business, here are some of the key guidelines we eventually learned with help from our smart CPA.

  • Don’t import individual online transactions into QuickBooks; instead, create QuickBooks entries dated the last day of each month to match the few top-line totals (like Payments received, Payment fees, and Refunds sent) reported for the month by your payment processor.
  • If you sell physical goods, don’t use QuickBooks to manage builds or forecast inventory; instead, enter monthly inventory adjustments in QuickBooks, using the data you track in Excel, so that QuickBooks can calculate your Cost of Goods Sold and the value of inventory on hand.
  • Don’t choose a bad eCommerce platform, payment gateway, or software add-on only because it claims to integrate with QuickBooks. We learned this the hard way, after testing and rejecting many alternatives.

Using these guidelines we’re now able to close our books within a few days after the close of each month, and to easily track the information needed to pay suppliers and tax authorities. And, our sales revenue in QuickBooks exactly matches the 1099K report that PayPal sends to the IRS each year.

If you’ve got questions not answered here, please visit our discussion forum.

Register Online First

Register Online FirstIf you’re going to own a web store, you’ll need a web address (often called a “root domain“) that will appear online in visitors’ search results, or when they type the name into their browser address bar.

As discussed in my article about getting the right company name, your choice of web address is critical to your business. Choose the name carefully, but when you’ve decided on a great name act right away to take ownership by registering it online.

Register Your Domain

Start by choosing the web hosting company where you will register your domain name. Your web host is an important decision, since you could be with the company for a long time. We use a web hosting company called 1&1 Internet* because they’ve been reliable and make it easy to upgrade service, but it’s important for you to research alternatives on your own.

Unfortunately, many websites that review and compare web hosting companies seem to provide incomplete and inaccurate information – possibly because they’re paid to do so. Don’t make your decision based solely on reviews from websites you don’t know well.

NoteOne way to learn about potential problems with a web host is to search their name and “sucks” (for example, “ExampleHosting sucks”) in Google. Typically the larger the company, the more negative results will appear. You’ll almost always see some complaints unless the company is very small, but it’s important to look through the negative comments, figure out how consistent and rational they seem to be, and use that as a guide.

Once you’ve decided on a web hosting company, compare the domain registration packages that they offer. Many hosts allow you to register a domain and get basic email service on your new domain for around $35 per year. Later on you can upgrade to a full web hosting package when it’s time for you to set up your website.

Having an email address on your domain (like sue@FishFoodSupply.com) can help you look like a legitimate company as you start your business. Most web hosts allow you to access this email account over the web, or you can set up an email client on your PC (like Microsoft Outlook). You can also forward your email to GMail and other accounts.

Register your “.com” domain name to start, and consider registering “.net” and alternate spellings as soon as it seems likely that your business will grow. Be sure to choose the option for private domain registration to avoid publishing your personal contact details online as the domain owner.

You’ll need a personal payment card to register the domain, but should change the automatic billing to your business payment card as soon as you set up your new bank accounts and business payment card.

Until you upgrade to a web hosting package, visitors will likely see a generic, domain parking page at your web address after you register the domain.

What Happens Next?

Your next step is to register your business with your government, just as a brick-and-mortar business does. We’ll discuss that next.

Next: Register with Your Government

 


*This is not a paid endorsement.

Register with Your Government

Register with Your GovernmentAfter you’ve registered your company name online, registering your new business with the government can seem almost stress-free. I found our county offices to be surprisingly helpful – and no wonder, since over the years we’ve sent them a lot of sales taxes collected from customers in our state.

A first step is to visit your county clerk or tax office, tell them you’re setting up a new business, and ask for the paperwork you’ll need to file in your area.

Typical state and federal paperwork you’ll want to file can include:

  • A “Doing Business As” (DBA) certificate of ownership to register your business name in your county. Your DBA name should closely match your web address; for example, if your website is “FishFoodSupply.com you could register the DBA name “Fish Food Supply.”
  • If you live in a state that collects sales taxes, you’ll need a state tax permit. You permit number is required to send your state tax assessor any sales taxes you’ve collected from customers in your state.
  • If you think your company ever has the slightest chance of being sued by a customer or competitor, create a Limited Liability Company (LLC) in accordance with your state laws to protect personal property from being seized in a lawsuit. If you list yourself as sole proprietor of the LLC, filing your income taxes should remain as straightforward as possible.
  • Apply for an Employee Identification Number (EIN) online with the IRS. You’ll start using your EIN right away with financial institutions, suppliers and others because it allows you to identify yourself for tax purposes without disclosing your Social Security Number. You may also need to file IRS form 8832 to tell the IRS that you can be “disregarded as a separate entity” to continue filing an individual tax return.

What Happens Next?

Next, you’ll need to set up a separate bank account and at least one payment card for your business.

Next: Set Up Your Bank Accounts

Set Up Your Bank Accounts

Set Up Your Bank AccountsYour choice of where to set up the bank and payment card accounts for your new business could have a big impact on daily convenience. You should choose carefully, since it could become difficult to move accounts as your business grows.

It’s often easiest to create separate, linked business accounts at your current bank. But before you do, take a serious look at whether your personal bank is a good choice for your business.

  • Be sure that your bank uses multi-factor authentication to help protect your money from thieves. Multi-factor authentication typically requires you to reply to an automated email any time you try to access your accounts from a computer or browser that the bank doesn’t recognize. Many of the nation’s largest banks still don’t offer this basic protection, and so could put your finances at greater risk.
  • Confirm the checking, savings, and payment card accounts all allow QuickBooks Web Connect (*.qbo) statement downloads (as opposed to only Quicken downloads). This can free you from entering transactions by hand or importing them with less reliable methods.
  • Be sure that the bank provides a free or low-cost business checking account, in addition to a higher-interest savings account where you can move any funds that aren’t needed to pay bills.
  • Ask if your business checking account will have an online bill payer feature to save time when you need to pay supplier invoices by check.

When setting up your new business account, the financial institution will require you to bring the forms you received when you registered with your government, including your business registration, EIN number, and so on.

As you set up your new business accounts you’ll need to transfer in some personal funds to get started. You should also consider getting a checkbook to pay some of your suppliers’ bills.

Paying some supplier invoices by check – as opposed to prepaying by payment card – can be an important way to build a credit history for your company. Even if you never really need to buy items on credit, some future suppliers may ask you to provide references from other vendors whose invoices you’ve paid on time, by check, before they’ll do business with you.

Get a Payment Card Right Away

I personally hate having too many credit cards, and resisted getting a payment card for the new business right away. This was a big mistake: not only does the IRS expect you to consistently charge business expenses to a separate card that’s solely for your business, but use of a business payment card can start saving you money immediately.

That’s because a separate business payment card makes it easier to charge every legitimate expense to your business. This could save a lot of time separating business from personal receipts, and helps ensure that you claim every business expense to save you on taxes.

NoteBe aware that using a personal credit card for business expenses could impact your credit score. A mortgage lender once told me that my credit score fell by around 30 points because a single, personal credit card account that we use to pay monthly advertising expenses often exceeds half its limit, even though we pay the balance in full each month.

Now that your accounts are in place to pay business expenses, it’s time to set up your website.

Next: Set Up Your Website

Website Legal Stuff

Website Legal StuffOnce you’ve decided how to set up your website, it’s a good idea to follow a few basic legal rules to help keep your business trouble-free.

Most of these rules are based on common sense and good ethics – and there can be big financial reasons to follow these guidelines, too. The list below is by no means complete, but it’s an important start.

Use Original Text

As much as possible your website should publish only original text, written by you, to describe your products. Copying and pasting others’ works without permission is definitely unethical, and there’s a more than just a legal risk in copying from other websites.

That’s because search engines like Google can recognize content that looks like it’s copied from existing sites, and could penalize your website with lower search rankings if it appears that you’re using others’ material.

Use Only Images that You Own or License

Never publish others’ images on your website without the copyright owner’s permission. Today reverse image search engines like Tineye make it easy for copyright owners to find content that’s published online without permission, and to take legal action.

If you think your website will use stock photos, check out low-cost stock image sites*. Today many of these sites offer very flexible licenses to use stock images, for as long as you like, for as little as a dollar per image.

Publish a Privacy Page

Your online store should have a privacy page that says how you will use and protect the private information that you collect when visitors buy your products, submit a form, or send you email. It’s a good idea for every page of your website to link to the privacy page from a menu or footer.

Your choice of payment gateway, shopping cart, and online advertising will largely determine what you should say on your privacy page. You can find help from these providers, and it’s also a good idea to survey other websites that use the same services to find common, well-written policies that you can use as examples and follow every day.

Protect Others’ Information

Your privacy statement will require that you do not disclose others’ private information like names, phone numbers, email addresses, and purchase histories. This means that you’ll need to follow safeguards to make sure that you and your suppliers don’t reveal this information to others.

Your payment gateway can securely collect customers’ payment card numbers without ever disclosing them to you. Even so, your shopping cart (and possibly other software) will collect plenty of other information that’s of value to criminals.

For this reason it’s important to follow the security recommendations of your shopping cart provider, and to protect your computers that download and store customer information with antivirus, a firewall, and other up-to-date security. It’s also important that you never disclose customer information to an outside party (such as a fulfillment company) unless they agree in writing to abide by your privacy page.

Show Your Trademark and Copyright

Every page of your website should have one copyright statement (like ©2014 Moonlight CEO), usually in small print on the footer. The first occurrence on each page of your unique product or store name should show your trademark symbol “™”.

Use of these symbols can help keep honest companies from using your material without permission, and can sometimes help persuade other website owners to remove material they’ve copied from your site.

You may eventually need to register your trademark with the USPTO to keep unscrupulous advertisers from using your product name in their ads. That’s because Google and others won’t take action unless you can prove that you have registered your trademark and show the “®” registered symbol.

Once you set up your website and plan for these basic legal requirements, it’s time to choose a shopping cart.

Next: Get the Right Shopping Cart

 


* This is not a paid endorsement.

Shipping Your Products

Shipping Your ProductsIf you sell physical products online (as opposed to electronic downloads), the choice of shipping options presented to your customers and the way that shipping fees are calculated will both be determined by your shopping cart.

Very basic shopping carts (like PayPal Standard) usually calculate shipping fees based on weights that you configure and order quantities, in combination with shipping regions that you define.

Because this basic method only estimates the fees, you’ll find that some customers pay too little, while a few visitors might feel they’re being overcharged and will abandon your shopping cart without a purchase.

More advanced shopping carts can give customers a broader choice of shippers, and generally link with carriers’ online systems to calculate accurate shipping fees based on weights, box sizes, delivery addresses, published rates and any discounts you might have. In the case of our own store, we try to charge every customer exactly the fee calculated by the carrier, including any carrier discount, to minimize shopping cart abandonment and complaints.

Note that once you receive an order, unless you use PayPal you’ll generally need to copy-and-paste the customer information into a system provided by each carrier to print the required shipping label. An advantage with PayPal is that its services all provide an online system to print UPS and USPS labels directly, without the need to copy-and-paste.

Shipping Carriers Compared

Probably 80% of our customers choose UPS when buying from our online store. And as far as we’re concerned, UPS has a number advantages:

  • UPS has top-notch online tracking that provides timely and reliable information about the status of each package.
  • UPS has fair and reliable processes for dealing with lost shipments, damaged goods, and occasional customer fraud, and a willingness to track down root causes and resolve claims quickly.
  • You can change delivery and even recall a package after you’ve sent it, albeit at a significant cost.
  • UPS offers a convenient online system for emailing customers prepaid labels to return products if needed.
  • Insurance of up to $100 is included in the cost of every UPS shipment.

However UPS is not perfect, and some of its practices can really hurt.

  • As far as we can tell, UPS has no transparency when it comes to the big discounts they give different online retailers. We’ve had to plead our case every year with the local UPS rep, and hope they’ll help us out.
  • Any time you fail to catch the smallest customer typo on a shipping address, UPS may charge you an address correction fee of $11.
  • By default, UPS uses a customs clearance service that could charge international customers hidden fees that total more than the cost of shipping; when customers refuse to pay, you might have to refund their purchases and pay insanely high fees to get your package back.

As you might guess, we now use only the US Postal Service (USPS) for shipments outside the USA. The USPS has a number of advantages:

  • Unlike other carriers, the USPS offers consistent and transparent pricing for all its services.
  • You won’t get stuck paying surprise fees for address corrections, returned packages, international customs clearance, and so on.
  • The USPS offers Saturday delivery at no extra charge, and unlike UPS can deliver to PO boxes.
  • Customers pay very low rates for shipping to distant US locations like Alaska, Hawaii, Puerto Rico, and US military bases.

Sadly, some USPS practices seem to be stuck in the pre-Internet age:

  • Especially when it comes to overseas shipments, the USPS online tracking system often gives unreliable, outdated information.
  • USPS support can be almost impossible to reach, and it could take several hours and multiple phone calls to resolve a single issue.
  • The USPS requires a two week wait before they’ll trace a lost package, and often won’t even report their findings until 21 days after that.

Choose Your Carriers with Care

No matter what carriers you choose, much of your customer service effort will be spent resolving delivery issues. We’ve gotten plenty of complaints about both carriers, and have gotten negative online reviews from customers who seemed angry that we don’t offer a particular service they like.

Note that our online store has no track record with other shippers like FedEx, partially because of lack of integration with PayPal, and partially because of my personal bias arising from bad experiences as a consumer.

Configuring shipping options in our shopping cart was the last big step to start selling online. Next it was time to make our store visible to search engines so that people could find us.

Next: Make Your Website Visible

Make Your Website Visible

Make Your Website VisibleNow that you’re ready to start selling online, it’s time to make your website visible to search engines like Google, Bing and the others.

You can make your website visible through a combination of basic setup steps that announce your presence to the search engines, and search engine optimization (SEO) practices to follow each time you create content on your website, so that prospective customers can find you.

Basic Setup Steps

Your first step to getting found online is to sign up for Google Webmaster Toolsand also submit your site to Bing. Both free services provide basic tools to help make your website visible, including information about how to set up sitemaps to help the search engines find and display your relevant content to people searching for products like yours.

At the time this was written more than two-thirds of internet searches used Google, so prioritize your work accordingly.

What Is Search Engine Optimization (SEO)?

The purpose of search engine optimization (SEO) is to improve the visibility of your web pages to people who are searching online. If you search Google for SEO you’ll find a great many articles and ads related to the topic.

There’s a lot of information available online about SEO. Some of the advice is valuable, but a lot of it is definitely not, as you’ll learn with experience.  One website I’ve liked that provides free information (along with paid tools) is MOZ.com*, which currently offers a free beginner’s guide to SEO that could be helpful if you’re just starting out.

Avoid Beginner Mistakes

A common SEO beginner mistake is to place too much emphasis on your product or company name in web page titles, headline text, and so on. If few people know your brand, you should focus on figuring out the terms that they’re likely to search to find your solution, and emphasize those key phrases far above your store or product name.

Beware of companies that advertise SEO services, and especially those that claim to boost your search engine rankings through sale of bogus links, fake content, and other artificial tactics. Search engines will almost certainly spot these illegitimate methods and will penalize your website. And as discussed in the article about Steve’s Marketing Rule, you can be almost certain that these advertised services are a waste of money.

Importance of Online Advertising

Paying for search engine marketing through Google AdWords* (and to a lesser extent its competitors) can have important benefits.

  • Creating effective paid search ad campaigns will require you to research and prioritize keywords that people use to find products like yours online, and could help keep you focused on using these terms as you create new web content.
  • I doubt Google would admit it, but I believe there’s a strong correlation between paying Google for their search engine advertising and the free (also called organic) search results people see when they search for your product category.

Next, we’ll cover a few more of the basics of online adverting.

Next: Advertise Online

 


* This is not a paid endorsement.