This brilliant post was written by Donna Fenn, I highly encourage you to pick up her book Upstarts!

Small business owners are typically an optimistic lot, even in the face of dismal economic conditions. But a recent American Express OPEN Small Business Monitor survey found that GenY entrepreneurs are more optimistic than most. “More than three-quarters (80%) of these entrepreneurs have a significantly more positive outlook on business prospects versus GenX and business owners overall (each 55%), and Baby Boomers (52%),” the survey noted. GenY business owners were most  likely to be hiring and making capital investments, and least likely to have cash flow issues and to be “stressed out” about the economy.

Those findings didn’t surprise me in the least. Last spring, as I was wrapping up my book, Upstarts!: How GenY Entrepreneurs are Rocking the World of Business (McGraw-Hill, 2009), I decided to do a short survey of the 150 young entrepreneurs I had interviewed. Among other things, I wanted to know how they were surviving the recession. Here’s what I found among the respondents: 20% said the recession had actually been good for their companies; 32% said they had felt very little impact; 44% said revenues would be lower in 2009 but that their companies were stable; and only 5% said they had taken a big hit and were barely hanging on.

When I followed up with some of them directly, it became clear that many entrepreneurs in this generation actually welcomed tough economic times. They said that the recession was teaching them the art of laser-like focus, and compelling them to make better decisions, to become more frugal, and to initiate systems and procedures that would help position them for economic recovery. Here are a few recession-trouncing strategies from Upstarts! that you can apply to your own company:

Pursue repeat business. It’s far less expensive to nail down repeat business from your existing customers than it is to land new ones. Now is the time to reap the benefits of those good customer relationships

that you’ve been cultivating over the past few months. At Undercurrent, a Manhattan-based digital marketing firm, co-founders Aaron Dignan and Josh Spear offer their young employees three levels of quarterly perks, depending on how many repeat business deals they manage to rustle up as a team. Three deals might earn everyone a Friday afternoon at the movies; six or nine deals could mean massages for all or a shopping spree at nearby Whole Foods. New rewards are offered every quarter to keep things interesting. The program keeps employees motivated and Undercurrent on the radar screens of important clients.

Focus on your core competency. Robert Weber’s company, W3i in Sartell, MN, markets third party computer applications and has been growing 53% a year. W3i continues to post significant gains this year because, Weber says, he had the foresight to eliminate divisions of the company that were hogging resources without generating significant revenue. He shut down a lead generation business and sold a mobile applications business “we never really figured out how to integrate into our main company.” With a single point of focus — “to be market leader in applications distribution” — Weber says the company is well positioned for growth this year.

Snap up top talent. Layoffs at big companies mean that there’s a surplus of great employees on the market now. Recently, Joel Holland, the CEO of Footage Firm, a Reston, VA company that sells stock video footage, put out the word that he wanted to hire a new head of web development and a top sales person. “I was shocked to get applications from executives who, in a better economic time, never would have taken my call, let alone responded to a job posting,” he says. “I hired a rock star web developer, and I’m in talks with a former hot shot at a major online media company to take the sales lead.” He’s also hired a part-time CFO, and picked up numerous talented freelancers — people

who would have been inaccessible in a better economy.

Respond rapidly to market shifts. The economy is almost certainly having a profound impact on you customers: they may have altered their purchasing habit, or found themselves with entirely different needs. It’s your job to respond to those shifts. Adelaide Lancaster and Amy Abrams, co-founders of Manhattan-based In Good Company Workplaces (IGC), run a membership organization that provides women business owners with shared office space. Previously, their clients were mostly mature, established business owners. But Lancaster notes that the recession has created more “entrepreneurs of necessity” and she’s seeing more opportunity for IGC among startups. So the company, which also offers consulting and educational programs to its members, has “begun to offer more start up oriented programs and an accountability group for folks that were more used to working in a structured environment and need help adjusting to working on their own,” says Lancaster. She and Abrams are also partnering with professional organizations that have traditionally catered to corporate women, but are now filled with people who have lost jobs and are considering starting companies.

Look for hidden sources of revenue. Sometimes your best source of new revenue is right under your nose. That’s what Talia Mashiach, the CEO ofEved Services in Chicago, has discovered. Mashiach’s company partners with hotels to provide their corporate clients with access to all the outside independent vendors they need to organize an event (such as florists, videographers, entertainment, transportation, etc.). Her competitive edge is the proprietary technology she developed to manage those vendors efficiently. The system works so well that Mashiach is now marketing it to other companies. “They’ll use our technology platform and pay us a transaction fee,” she explains. Also included in the package is access to an award-winning corporate university that Mashiach created for her own staff called Eved University. It’s not the revenue model what she had in mind when she first developed the technology, but it’s one that she now expects will spur significant growth for her company.

Author Bio:

Donna Fenn, author of Upstarts!: How GenY Entrepreneurs Are Rocking the World of Business and 8 Ways You CanProfit from Their Success and Alpha Dogs: How Your Small Business Can Become a Leader of the Pack, is a contributing writer at Inc. magazine. An expert on small business trends and entrepreneurship for more than 20 years, she is also a community leader on Work.com, a featured expert on SBTV.com, and a blogger on Inc.com. She lives in Pelham, NY, with her husband, Guian Heintzen, and is the proud mom of two GenYers.

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Last spring, the Bureau of Labor Statistics reported that unemployment among 18 to 25-year-olds was a staggering 16.1%. That was grim news for college grads, plenty of whom headed straight to grad school, or promptly moved their belongings into the family basement. If you are among this army of unemployed or underemployed young people, it’s time you considered another option: start your own business.

In the middle of a recession? Absolutely. Lots of great companies were founded in lousy economies: Trader Joe’s, Clif Bar, MTV and Wikipedia are among them. Typically there’s an uptick in startup activity during recessions. Why? Resources are cheaper, there’s an available talent pool, and big companies that are focused on keeping their heads above water often let quality and service go by the wayside. That all spells opportunity for smaller, innovative, and agile players. Besides, what have you got to lose? Probably not much right now. You’re young and you probably don’t have a mortgage and a family to support. And rumor has it that you don’t mind sleeping on futons or eating lots of Ramen. So if you’ve got an idea percolating, here’s how to get started:

1. Choose partners wisely. Of the entrepreneurs I surveyed for my book, Upstarts: How GenY Entrepreneurs Are Rocking the World of Business (McGraw-Hill, 2009), 64% had started companies with partners. There’s a good reason for that. A partner will minimize your financial risk and instantly expand your knowledge base, provided you choose someone with skills complimentary to your own. Do not sign on with “mini-me!” Your partner should hold your feet to the fire, but also be supportive when things get tough. Sound like marriage? It is, but riskier. So lay out the terms of your partnership in writing with an attorney. Be sure to address what happens if one of you wants out. One more thing: note that these points about partners come before we even discuss your idea. Every venture capitalist worth his or her salt will tell you that the team is more important the idea. Even if you never plan to seek outside investors, remember this mantra: it’s the team, stupid!

2. Don’t be a perfectionist. Launch your product or service fast and imperfectly, because the more time you spend planning and tweaking, the more time you give a competitor the chance to sneak up behind you and eat your lunch. And if you launch quickly, customers will typically help you adapt your product according to their own needs. When Sam Altman launched Loopt, a personal GPS-like mobile application, his first version was a flop with young women who demanded better privacy settings. The result: Altman took that customer feedback and used it to create a better version of Loopt — one that customers felt invested in because they helped create it.

3. Tap outside resources. They’re more plentiful than you think. You might start with your alma mater. Miles Lasater and Mark Volchek, the Yale University-based founders of Higher One, a financial services company that focuses on the higher education market, did just that. They sent out a selective mailing to prominent Yale alumni simply seeking out sound advice and ended up getting a chunk of financing as well. Also, don’t be afraid to ask people in your own industry for help; if they’re in non-competitive markets, they may be surprisingly helpful. Brian Adams, the founder of Restoration Cleaners in Houston, assembled a peer group of 12 dry cleaners in different parts of the country to help him learn about the industry, thus shortening his leaning curve.

4. Be a proud bootstrapper. It’s wildly difficult to raise capital right now. No worries. Sure, you need some cash, but probably not as much as you think. If you have a good credit rating (and you had better!), apply for a line of credit before you actually need it; draw your vendors into your company vision and negotiate favorable terms with them; ask all partners to tap into their own savings so that everyone has skin in the game. Remember that having limited resources often forces you to make better decisions and to be financially disciplined from the get go. This will serve you well as you grow. My Upstarts! survey revealed that while approximately half of the companies that had received angel or venture funding were in the black, nearly 80% of the self-funded companies were profitable!

©2009 Donna Fenn, author of Upstarts! How GenY Entrepreneurs Are Rocking the World of Business and 8 Ways You Can Profit from Their Success

Author Bio
Donna Fenn, author of Upstarts! How GenY Entrepreneurs Are Rocking the World of Business and 8 Ways You Can Profit from Their Success and Alpha Dogs: How Your Small Business Can Become a Leader of the Pack, is a contributing writer at Inc. magazine. An expert on small business trends and entrepreneurship for more than 20 years, she is also a community leader on Work.com, a featured expert on SBTV.com, and a blogger on Inc.com. She lives in Pelham, NY, with her husband, Guian Heintzen, and is the proud mom of two GenYers.