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What Star Wars can teach small businesses and entrepreneurs

Lessons for your small business learned from Star Wars – let your significant other know you’ll have to see Star Wars: The Force Awakens again. This is for your business. It’s really important.



star wars force awakens

Spoilers that benefit your biz

By now I would hope that anyone who cares about spoilers for STAR WARS: THE FORCE AWAKENS has seen the latest film at least once. At the very least, you should have watched enough trailers to understand the basic plot and know who the main characters are in the first of the final STAR WARS trilogy.

Not much is known of the backstory  of main character Rey who was left on the remote desert planet of Jakku, yet it can be surmised on a planet where a large portion of the residents are scavengers that Rey has learned to be resourceful. Don’t bother engaging in an argument that Rey is unrealistically talented without first reading Charlie Jane Anders io9 post “Please Stop Spreading This Nonsense that Rey From Star Wars is a ‘Mary Sue’” or better yet, remind yourself that this is a science fiction fantasy story.

With that said, what struck me on my first viewing of THE FORCE AWAKENS were the lessons that could be taken away from this film for start-ups and small and medium-sized businesses (SMBs).

Be resourceful

According to the Star Wars mythology, a massive battle between the New Republic and the Galactic Empire left Star Destroyers and New Republic Starfleet on the surface of Jakku. That conflict left a wealth of wreckage from which useful and valuable parts could be scavenged and sold at the Niima Outpost. Rey’s survival is dependent upon her ability to assess and secure material and equipment that she can sell.

When starting up or growing your business, use your networks to vet ideas, seek out talent, and decide on what essential tools you need.

I enjoy and learn from the Anonymous Question of the Week posted on our Austin Digital Jobs Facebook group, where answers are crowd-sourced through our membership of over 15,000 members.

This article by our own AGBeat COO Lani Rosales on which productivity tools are being used helped me immensely in starting my own business. By doing your homework before you purchase a tool or service, you can save yourself both time and money and meet your specific business needs.

Be pragmatic – and idealistic at the same time

Spoiler Alert: Defector Stormtrooper FN-2187 aka Finn realizes that to escape the First Order, he needs a capable pilot to fly a tie fighter. Recognizing Poe’s skills and appealing to his cause allows Finn into to address his need for escape and survival, while developing his own principles. He then gains the ability to choose his own battles and thereby create his own destiny.

As an entrepreneur, taking your ideas and creating a robust and successful business requires a similar balance through risk analysis. Recognizing challenges and being prepared to deal with them is crucial in any business.

If you are seeking investors to help you start or grow your small business to the next level, you’ll need a strong business plan that identifies the most important risks and how you will address and mitigate any problems that arise.

For example, it’s okay to be idealistic and include innovative business practices such as environmental sustainability through recycling but make sure that you’ve identified the feasibility from the financial, managerial, and technical aspects. Does your leased business space have a recycling program, will you have to lease a recycling container in addition to a waste container, or will you have to haul off your own recycling (which costs you time)?

Go with your instinct – and know when to say no

SPOILER ALERT: Rey could have been set for supplies and food for months had she agreed to the barter offered by the insidious Unkar Plutt for astromech droid BB-8, but her instinct told her not to sell the droid. A risky and dangerous decision for Rey, but a decision that could have changed the course of Jedi history.

This is a decision that many business owners can relate to, especially in the consulting world. In developing business for our fledgling data company, we’ve encountered clients who have attempted to negotiate well below our offered rates.

Since sales drives our revenue and income sources, we had to know when to draw the line and say no to ensure our value was being fairly compensated. Being informed that the client had closed up shop recently was affirmation that it was a good judgment call, as the likely outcome could have been non-payment.

This decision also allowed us the time and opportunity to develop relationships with clients who are well-aware of what the going rate is, and recognize the quality and value of our services.

Don’t stay rooted in the past – embrace the future, and adapt

Rey’s desire to stay on Jakku is rooted in her desire to await and be reunited with her family who left her there long ago. She is told by the insightful semi-retired pirate and cantina owner Maz Kanata that “the belonging you look for is not behind you – it is ahead.”

In a small business, it’s easy and relatively safe to stay with the methods that you’ve used in the past. How do you grow and foster and your business in an ever-changing world? Advancements in technology have significantly improved the cost and ease of business to business transactions, as well as created more “virtual” workspaces.

Social media has drastically impacted SMBs by allowing them to connect directly with their customers. In 2010 fifty-four percent of SMBs were using social media to promote their business according to this 2010 article from Forbes. However according to an eMarketer article earlier this year, surveys have indicated that the number of small businesses using social media is on a decline.

This doesn’t mean that social media is ineffective, but is more likely that businesses don’t budget and devote the necessary resources. Use social media to emphasize your business value by regularly providing useful and interesting information, and engage with your audience in a professional, courteous, and timely manner – whether it’s Facebook, Twitter, Instagram or another trending social media platform.

If you enjoyed this thought exercise on how STAR WARS: THE FORCE AWAKENS can help you as a business owner, you will want to check out Carlos Granados’ article, “What Can Santa Teach Entrepreneurs” on LinkedIn Pulse.


Debbie Cerda is a seasoned writer and consultant, running Debra Cerda Consulting as well as handling business development at data-driven app development company, Blue Treble Solutions. She's a proud and active member of Austin Film Critics Association and the American Homebrewers Association, and Outreach Director for science fiction film festival, Other Worlds Austin. She has been very involved in the tech scene in Austin for over 15 years, so whether you meet her at Sundance Film Festival, SXSWi, Austin Women in Technology, or BASHH, she'll have a connection or idea to help you achieve business success. At the very least, she can recommend a film to watch and a great local craft beer to drink.

Business Entrepreneur

Why CloudApp needs to be in your business toolkit

(EDITORIAL) CloudApp is simple yet powerful for any sized business, keeping your productivity at an all-time high.




Are you fed up of screenshotting something and taking the time to drag it into a Slack window to share with an employee for them to ask you what you meant by this. Well, so was I. Working remotely occasionally has its blunders when it comes to communication, the struggles of explaining what you meant without the need to meet via a video call or jump over to another person’s desk can sometimes be a tricky situation to be in.

This is the same for in-office situations too. There’s been plenty of times in an office where I’ve had to break my own workflow or someone else’s to head over to their desk to visually explain something. A potentially useful period of time.

A few weeks ago, this pretty much came to a stop. After receiving two emails during a week in October with two types of link attachments, I was curious what they were. Clicking into these links, I got a visual demonstration of what the person was speaking about. I was so impressed. From a screen demo of a website to how something worked and what buttons to click to get a desired outcome. I was blown off my feet.

Simple as it was, the app is called CloudApp. Both available on Windows and Mac, CloudApp’s primary goal was allowing users to capture these moments like a screenshot or a screen record to help explain the thing in front of you, with little worries. The magic didn’t stop there, once I started playing with CloudApp, I recorded a short demo of a site bug/issue that we had and instantly I heard a “ping”. The recording was captured and ready in a paste-able link.

Within seconds, I sent over the visual demonstration. Dead simple, hugely effective.

By the end of the working day, I had visually explained 98% of things in Slack conversations, emails, mobile texts and even to those I was sitting near. It was a crazy addition to my Mac and productivity across my day and it didn’t stop there.

CloudApp also did a host of beneficial things like allow you to annotate images or screenshots, create GIFs, upload files and even record webcam videos too to support your screenshots.

I would recommend CloudApp to everyone. I was so impressed with their toolkit.

The freemium account is great too. You get unlimited screenshots and annotation with 15s of GIF and screen record creation, which was so reasonable for someone getting started. There are additional pricing options too. CloudApp is available for Mac and Windows and is well worth installing to take full advantage of visually explaining things to friends, colleagues, and those struggling to get a drift of what you are trying to talk about.

Download CloudApp for Mac and Windows.

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Business Entrepreneur

How to determine your freelance rates based on data, not your gut

(ENTREPRENEUR NEWS) Setting freelancer rates can be quite the tricky business. This tool does arms you with the data you need to grow your business



freelance rates

The bulk of my professional career has been spent as a freelancer. The designation of “freelancer” has taken me on an interesting path that allowed for projects and opportunities I didn’t even know existed.

While I’m grateful for each and every opportunity, I now look back on some of these experiences and realize that I was vastly underpaid. For the most part, this is my fault as someone paying for a service is looking for the lowest possible rate and I never bothered to bargain out of fear of losing the role.

It was even at a point where I dreaded being asked my hourly rate because I didn’t know what the norm was. There was always a fear of charging too much and getting dropped for someone cheaper, or charging too little and looking inexperienced.

We recently talked about knowing your worth and how we freelancers often under charge for our services. Luckily, as this career path becomes more and more popular, there are now more resources devoted to helping us know what to charge.

Such a resource comes in the form of Freelance Rates Explorer. Created by Bonsai, this online tool gives users the ability explore rates from 40,000 freelancers worldwide.

“There are many sites like Glassdoor that offer salary data comparisons for full time employees,” said the tool’s developers. “However, there isn’t a site like this dedicated to provide insights on freelancers rates. We had this data, so we built the Rate Explorer to make it easy for freelancers to compare their rates in the largest publicly available rates database on the Internet.”

In order to find the standard rate for their field, users will input their role (either development or design), their skills (full stack, front-end, back-end, DevOps, iOS, and Android), experience (in years), and location. The Rate Explorer then generates a bar graph based on the answers and will show the most common hourly rates based on the number of freelancers and the rates range.

Bonsai also offers proposals, contracts, time tracking, invoicing and payments, and reporting. All of this is designed for freelancers.

As for the Rates Explorer, seeing the numbers calculated right in front of you may make you realize that you’re vastly underselling yourself. This tool can be especially beneficial to use now as we go into a new year and may be updating contracts.

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Business Entrepreneur

Entrepreneurs: You’re unemployable in your own company, must define your role

(ENTREPRENEURS) Once you’ve built a successful business, it’s time to reexamine your role and determine where you fit in best.




In my experience, most entrepreneurs are “accidental entrepreneurs.” They happened to be good at something, or they had a unique one-time opportunity to provide a product or service to the market. Then years later, they wake up one day and realize that they’re running a big business.

As an entrepreneur, one of the unintended consequences of building a business is that you become essentially unemployable within your own organization. After living the life of freedom, flexibility and responsibility of being a business owner, it’s difficult to go back to a “nine-to-five” job. This is why many entrepreneurs don’t enjoy staying with their businesses after they’ve sold to other organizations. Within months, they are frustrated that they’re no longer in control and the new owners are (in their opinion) making poor choices.

I see many situations where entrepreneurs are bad employees in their own organization. In fact, they may be the worst team members in the organization by having inconsistent schedules or poor communication skills and/or by inserting themselves into areas that aren’t useful. They can also have too much freedom and flexibility. And while most entrepreneurs insist on clearly defined roles, expectations and goals for all of their employees, they don’t always take the time to define their own roles, expectations and goals.

So why do entrepreneurs become bad employees?

I believe that it’s because they don’t have someone holding them accountable. Think about it: Who do they report to? They’re the owners. Part of the definition of “owner” is being accountable for everything but not accountable to anyone. Having a board of directors, a peer group or a business coach can provide some accountability for them, but another solution is to clarify their roles in the company and then abide by those definitions.

If you find yourself “unemployable” in your business, it’s time to define your role. It starts with outlining your main focus. Do you concentrate more on day-to-day execution or strategic, long-term decisions? Do you consider yourself an owner-operator or an investor?

Most entrepreneurs start as an owner-operator and put in countless hours of sweat equity doing whatever needs to be done to build the business. But over time they reinvest earnings in the business and hire a management team so they can step back and take on a more strategic role. Sometimes it’s not clear when the entrepreneur makes that transition, which can lead to challenges for the entire team.

Focus: Strategic Overview

If your main role is in dealing with long-term, strategic decisions, then it’s important for you to communicate that to the team. Clearly delegate tactical roles and responsibilities to the leadership team.

I’ve seen many instances where owners do more harm than good by haphazardly injecting themselves into tactical decisions that should be handled by the leadership team. Instead of jumping in when they see something they disagree with, I encourage owners to actively “coach” their leadership team to be better leaders. The approach of micromanaging every decision of others will frustrate everyone and lead to an underperforming organization.

I have one client that decided his role was to build strategic relationships and work on a new service offering. He was confident that his leadership team could handle the day-to-day operations of the business. Over time he discovered that being in the office every day was actually a distraction for him and his team. So, he moved his office out of the building.

To maintain his ownership responsibilities to the company, he scheduled one afternoon a week to physically be in the office. Team members knew they could schedule time with him during that weekly window when he temporarily set up office space in a conference room. Not having a permanent office in the building also sent a message to the team that he was not responsible for day-to-day decisions. Sometimes not having an office in the building is better than the team seeing the owner’s office empty on a regular basis.

Focus: Day-to-Day Execution

If you decide that your role is in the day-to-day execution of the business, then clearly define your role in the same way you would define any other team member role. Are you in charge of marketing? Sales? Finance? Operations? Technology? R&D? Or, some combination of multiple roles? Take the time to outline your responsibilities and communicate them to the team.

Just as you define your role, also define what you are NOT going to do and who is responsible for those areas. After all, sectioning off some tactical work does not abdicate you from long-term decision-making. You must set aside time to make the long-term, strategic decisions of the company.

Being an entrepreneur sounds glamorous to those that haven’t done it, but ultimately, the owner is accountable for everything that happens in their organization. It can be quite sobering. And while some entrepreneurs have a delusional belief that they can do everything in a company, it’s not a path to long-term success.

All entrepreneurs have to decide what their role should be in their organization – even if it means that they’re contributing to their “unemployable” status.

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