The Top 10 Positions that the Solo Business Person Needs to Fill

Originally Submitted on 7/2/2001.

In The E-Myth Revisited, author Michael E. Gerber points out that many people go into business with the idea that running the business will consist of doing whatever it is that they enjoy doing (making pies is his main example). In fact, however, a solo business person needs to fill every position in the business, and these positions are many and varied. Sooner or later you will be able to hire someone for some of these positions, or out-source them. In the meantime, as a solo-ist consider that you will be:

1. President/CEO

The buck stops here! You are the decision maker and full responsibility for long-term planning and for day-to-day functioning is yours. This position can be lonely and for your sanity you may wish to develop a Master Mind group or hire a coach to share the burden.

2. Sales & Marketing Manager

Different sales strategies work for different people and for different products/services. The difference between your Sales Manager hat and your Sales person hat is largely a matter of perspective. As Sales Manager you will be planning, and developing long-term strategies. You will also need to decide how best to spread the word. (Check out the Top Ten Ways to Market your Service Business at http://topten.org/content/tt.AF410.htm.)

3. Sales person

You will be the person who lets the rest of the world know just how great is the product/service you are offering and how they may take advantage of it. Be sure you are clear as to exactly what it is, how it will help them, and how it is offered. Be confident that it WILL help them. Get over any fears of meeting strangers, and perhaps of cold-calling, though cold-calling is not necessary for all businesses.

4. Public Relations Manager

Public relations involves spreading the word about your business in ways other than advertising and selling. Think of yourself as an educator for your product and for your field or profession in general. You want to be sure that it is perceived in a positive way. You need to educate the public (which usually means also the news media) as to what you do without doing so in a 'sales' style that might make them feel that you are using them.

5. Janitor

Hey, someone has to keep the place clean and empty the trash! There's a high likelihood that you will be wearing this hat, also, just to keep you down to earth.

6. Bookkeeper

This is likely to be the first job to be out-sourced, but until you are ready to entrust this task to an accountant, you need to keep the records at a level somewhat improved from keeping the receipts in the shoebox to be handed to your tax person at tax time. Try using one of the excellent computer programs or a hard-copy daybook that records every business-related cost, your car mileage, and (good news!) your business income.

7. Secretary/Receptionist

Yes, you will be writing letters and email, answering the phone, and... ugh... doing the filing. If my clients are representative, this last will be one of your most onerous tasks, the one most likely to accumulate into piles scattered across numerous horizontal surfaces. Just as you would if you were in a 'regular' work environment, try to develop a routine that will prevent this. As for the telephone, it is wise to develop the habit of answering the phone, even the home phone, professionally. If you work from home, train your family in the same way. You never know who may be on the other end.

8. Human Resources Manager

You may need to deal with issues such as benefits... medical coverage, IRA contributions, mentally dealing with times when, were you working for an employer, you would need to take time off. This might be the hat your wear when you consider your own productivity... often a difficult issue for solo business people. Finding your balance between work, family, and your own self-nurturance is a form of HR function for the solo-ist.

9. Purchasing Manager

You will be buying your own office equipment, dealing with printers for business cards and other needs, pricing supplies. Do it carefully - you have a business budget to meet... even if you as President have not yet decided what it is. Take into account the value of your time when you have to run to the store for something you have run out of, and consider whether on-line ordering may be more efficient for you. Also, weigh the balance between the cheapest suppliers and those with whom you may develop an ongoing relationship and who will then go the extra mile for you in times of emergency.

10. Office Manager

You will make the decisions as to what is needed in terms of supplies and equipment, phone lines, how the work of Secretary and Bookkeeper will get done and generally facilitate the flow of background work. It's a thankless task, but someone has to do it. Probably five minutes a day will fill this job for the solo business, but it is an important five minutes.

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