What’s a simple business to start?

Often, I’m asked about businesses to start.

Usually, the person asking has low-to-zero capital to invest; wants to start part-time; and, wants “a simple business to start”:

What is a business that I can start, so simple in nature, that virtually I (perhaps with the help of a friend) could start with less than $3000 and some hard work?

Well, there are lots of what I call ‘traditional’ businesses that you can start part-time, depending on your talents:

For example, if you are good at photography, you could do wedding photos at nights or on weekends. Same if you like baking (“cakes delivered to your door”).

But, these aren’t as easy to scale part-time, in my opinion,  as an online business …

… which is why I prefer online businesses, these days.

Even then, some online businesses are better than others:

For example, starting a blog (perhaps like this one), or selling information products (e.g. eBooks), or even starting an eBay business might be relatively easy, but they’re hard to scale into something that might one day take you full-time (so that you can quit your job and become your own boss) or even – eventually -become saleable.

So, let me share with you the little-known secret of the type of online business that I think is:

1. easiest to start, and

2. makes the most money, and

3. is still quite scaleable and saleable (the two magic words if you want to retire rich).

The secret is to create a 2-sided market place.

A two-sided market place is any kind of business that has buyers on one side and sellers on the other:

1. eBay is one example: it’s people and businesses selling to other people and businesses.

2. Amazon is NOT an example (it’s very hard to set up a warehouse and systems to become an online seller like Amazon) but the Amazon Marketplace is a example: it has buyers and sellers using Amazon’s payment platform to sell stuff to each other.

3. Etsy is another example: people make things (arts, crafts, jewellery, etc.) and list it on Etsy.com where people browse and buy things: Etsy doesn’t make anything, sell anything, or hold stock … it just makes a % of every sale for introducing both sides of the marketplace to each other.

4. The most famous recent example is Airbnb, started by 3 guys who simply came up with the idea of letting people share their couches for backpackers to stay (they weren’t even the first: couchsurfing.com got there first); it has since evolved into a real competitor to the Expedias and Pricelines of this world and is on track to become a $1bill.+ company.

That’s why, when people ask me what business to start, this type of business is usually where I then point them.

But, how to start?!

To start Airbnb (I suggest you don’t, this is just an example):

1. One of the startup’s founding team goes around their home city photographing and signing up a whole bunch of ‘bed and breakfast’-style accommodation (I know that Airbnb didn’t start with this; remember, this is just an example)

2. The other founder gets to kick back with a tiny budget to drive traffic to a ‘sign up to be notified when … ‘ landing page (LaunchRock is ideal for this).

[HINT: try $50 worth of Facebook ads and another $50 of Google Adwords and see if that drives any traffic. Spend $10 on each ad platform on 5 different keywords rather than $50 on one. Remember to target your ads specifically to your city (I know FB allows this; I'm not sure if Google does). Submit your landing page to sites like betali.st and startupli.st. Wait for a more significant story before you spam Techcrunch and Mashable]

3. Once you have 20 to 50 BnB’s signed up, and perhaps 200 – 600 names on the landing page, you put the two sides together and see if magic happens!

4. If so, you rinse and repeat in another city, and another (until you raise sufficient investment to allow you to hire ‘city managers’ to do the photographic/doorknocking for you).

5. If not, this marketplace idea sucks. Try another.

Now, stop asking and go do it …

LATEST NEWS

Catch my latest interview here: http://www.creditcardassist.com/blog/7-million-7-years-best-of-the-best-blogger-series-22702/ - thanks Bill (founder of Credit Card Assist).

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Poor little rich doctor …

A couple of weeks ago, I responded to a reader request from a young doctor who is on what can only be described as an OMG level of income:

I am a young physician (early 30s) making approximately 800k per year. After expenses and taxes, I am left with ~300k to save/invest.

Never mind the fact that he is losing approximately $500k a year in “expenses and taxes”, a $300k take home is still pretty good in anybody’s language!

There was plenty of well-considered reader debate and advice for the young doctor, including this highly-reasoned argument from traineeinvestor:

I’d suggest he continue to focus most of his energy on maintaining or growing his professional income. Time spent on side ventures and investments should be limited so that it does not interfere with the $800K professional income.

In terms of investments, given his time constraints, I’d go with a Boglehead approach, possibly supplemented with some geared cash flow positive real estate (especially if he lives in the US and can take advantage of depressed prices and long term fixed borrowing costs).

I agree on both counts:

a) When you are earning a super-high level of salary, your primary goal should be to protect that source of income. It’s a river of money: you should do everything in your power to keep it flowing!

b) However, you shouldn’t just let the money flow into the taxman’s pocket, then into yours, and then out again by increasing your spending. Instead (and in keeping with our ‘river’ analogy) you should also build a downstream dam.

And, you should only open the sluice-gates to let off a much smaller amount than is going into the dam …

Why?

Because that’s the only way that the dam gets to fill up!

This way, when the river stops flowing (ideally, at a time of your choosing i.e. early retirement, but it could be forced upon you even earlier for a variety of reasons), you can keep the sluice gates open, knowing that there’s still enough water in the dam to keep the flow running for the rest of your life.

In other words: you don’t want the dam to run dry before you do

But, this is much harder to achieve than you may think, so here’s where I differ – but, only slightly – starting by reversing the order of traineeinvestor’s otherwise excellent investment strategy:

I’d go with a geared cash flow positive real estate approach (especially if he lives in the US and can take advantage of depressed prices and long term fixed borrowing costs), possibly supplemented with some Boglehead-type investments.

The reasons are two-fold:

Firstly, I’m not accepting that 62.5% (i.e. $500k) of our doctor’s $800k earning capacity can simply be wiped off in ”expenses and taxes” …

… professionals are just sitting ducks when it comes to taxes.

But, by implementing a nicely geared (and, maybe even cashflow negative after depreciation allowances) real-estate strategy, there may be deductions that can legitimately increase his super-high professional’s take-home income, without falling afoul of the tax man.

This is a clear-cut case of where a professional’s advice can add huge value [AJC: not in asking "is real-estate a good investment for me" but in asking "is real-estate a good tax-advantaged but highly legitimate investment vehicle for me?"], and our doctor should not take another step without seeking such professional advice.

Secondly, he should go through every single expense with his accountant and see what he can reduce or better manage. Nobody can afford to burn $500k worth of dollar bills …

… not even a super-high-income doctor.

Secondly, real-estate (especially when prices are depressed) is just a great long-term investment.

With his $300k (and, hopefully much more once he implements some of his accountant’s tax and cost-management advice) cashflow plus any income that he receives from his tenants, the doctor can afford to leverage quite a large portfolio of such high-quality, long-term, income-producing investments.

And, it is this large portfolio that becomes his growing ‘dam’ of cash, trickling out at perhaps a $100k – $150k sustainable annual spending rate … one that he should be able to index with inflation and maintain for his whole life, whether he (one day, perhaps quite soon) chooses to work full-time, part-time, or not at all.

And, isn’t that the whole (financial) point of it all?

How to start with next to nothing in cash and build up from there?

Ken H asks:

I am just starting my journey to the concept of making money when you buy. Can I get more examples of what can be bought to use this concept? Where do I learn a strategy that I can start with next to nothing in cash and build up?

Great question, Ken!

The short answer is that you need a source of cashflow.

The long answer:

A high-paying job is ideal (but, only if you invest 30% to 50% of it after tax) …

… if not a high-paying job, then a second source of income.

I like the idea of starting an online business ‘on the side’ and reinvesting 100% of the profits (a) back into the business to help it grow and, whatever’s left over, (b) in income-producing investments.

The ideal investments, of course, are ones where you can get a silent partner to put up 75% – 90% of the money required. That way you can get more investments quicker.

Also, when the bank puts in 80% of the funds required to fund a real-estate acquisition, and it goes up in price by 20%, you have just doubled your money (less the bank’s interest).

And, the best ‘silent partner’ that I know is The Bank. But, the investments that The Bank likes the most – hence, they will lend by far the most on these – is good old-fashioned real-estate.

So, I would reinvest as much of my savings as possible into real-estate, and then wait 10 to 20 years (unless my business grows really fast, in which case I might wait 5 to 10 years.

Sure beats ‘working for The Man‘ for 40+ years, doesn’t it?

Make money when you buy!

There’s an old saying that you may have heard. It’s used particularly in relation to real-estate, but it can be applied to many forms of investment. It’s:

You make money when you buy, not sell.

One of my new readers asked me to explain what it means:

Could you expend on this statement a little or maybe you have some related blogs about this on your site? “…buy at the right price you make money when you BUY not when you sell.”

I don’t think I’ve ever written explicitly about this age-old investment adage, because it’s almost a tautologogy …

… after all, an investment is something that you should never need to sell!

To me, a true investment is something that generates ongoing income. So why would you ever sell it?

Any ‘asset’ that you buy, specifically to sell to (hopefully!) generate a profit, is in reality a SPECULATION, not a true investment.

Business makes these kinds of speculations all the time: buying trading stock (or labor) with the expectation [read: hope] of selling it at a sufficient price to generate a healthy profit.

Businesses take a calculated risk in doing so, hoping that the potential profits justify the risk, but …

… 90% of business owners are wrong!

They say that 9 out of 10 businesses fail within their first 5 to 10 years. They fail for lots of reasons, but one of the main ones is that these simply cannot make enough money when they sell due to competitive pressures, new products, outdated manufacturing techniques, low volumes, etc., etc.

As investors, we cannot afford to make the same mistake, otherwise we are just gamblers – gambling that: red will hit more times than black; we will roll a natural 7; AAPL stock will go long this month; Las Vegas house prices will continue to climb.

On the other hand, as true investors, we have to buy well, then hold on for the long run.

It is the income from our investments that makes us rich (by funding our dream lifestyle), not the amount that we could sell the investment for.

How about you? Are you an investor or gambler? Do you see the difference?

Another reader question …

Eddy asks:

I am 21 years old living in Los Angeles CA. I dropped out of [college] after 2 years of studying because of lack of stimulation. I’ve had a job since I was 15 and have been in sales since I was 18. I currently work as an account manager at an IT outsourcing company. Oh, and I forgot to mention one small detail, I am also $40,000 in college debt.

My only plan right now is to gain enough experience and a set of skills in sales to make six-figures. After that I will begin investing. I know its to early to doubt myself, but I am constantly reminding myself where I am and where I am going to make sure I am on the right path.

My question is this, am I on the right path? A lot of my colleagues do a great job reminding me about the glass ceiling above me because I don’t have a college degree. Also, once I start making six-figures, how do I learn how to invest?

I told Eddy that I don’t/can’t give personal financial advice (laws aside, I simply don’t know enough about him … or any other reader).

BUT, I can make some general observations about the e-mailed question:

To succeed in life requires tenacity … and, to make any sort of large Number (e.g. $7 million) in any sort of soon Date (e.g. 7 years) requires super tenacity; if it didn’t, everybody would be rich!

More on this a little later …

Eddy’s second problem seems to be his unwillingness to even begin investing until his income reaches the “6 figures”.

But, it’s important that Eddy begins investing NOW.

[AJC: if you haven't already done so, Eddy, please read this post: http://7million7years.com/2011/05/26/the-pay-yourself-twice-wealth-strategy/]

If Eddy does, one day, it may not even matter that he didn’t complete college

Back to Eddy’s first problem …

The first thing that I look for in anybody who tells me that they wish to succeed financially is “show me evidence of your ability to follow through”.

With this e-mail, I see a couple of red warning flags:

The first one is, what sort of return on investment is there in a $40k college loan for a college degree not completed?

I’m guessing none … after all, you don’t need two years of college to work from age 15, nor to get most typical 18 y.o.-level “sales” jobs. So, by not completing college, Eddy seems to be $40k worse off than anybody else entering the same sales job at the same age!

A reader question …

A reader asks:

… [I have] a question on your Blogpost “Advice for a new Multimillionaire” you stated something that grabbed me “Wealthy people spend capital. What they should be spending is income.”
My question is this… when you were first starting out how did you determine how much of your income to turn into capital and at what point did you decide to change that ratio.

This is an excellent question because it ties into the common notion of “paying yourself first” i.e. putting aside a set portion of your income into debt reduction and/or savings.

For a very long time, I didn’t save anything …

Then I discovered my Life’s Purpose (a very expensive one at that!) and realized that I would need to make $5 million in 5 years [AJC: I overachieved, although it took me a little longer than hoped, hence the title of this blog].

That made me rethink everything in my financial life, including starting to save.

So, I pumped as much as I could spare into buying mainly real-estate and a little in stocks and other investments … and, as my income increased, I pumped almost all of that increase into more investments.

Unfortunately, I didn’t have much of a strategy at that time beyond “save as much as I can”.

Now, I recommend that (if you are still earning income) you should pay yourself twice.

Strategy or Tactic?

What’s the difference between a strategy and a tactic?

The obligatory post-padding dictionary definitions here and here

But, let me give you a personal finance example or two to explain why it’s critical that you know the difference!

If you spend some time on google, you will find whole blogs dedicated to “financial strategies” such as:

- managing your credit cards,

- eliminating debt,

- paying yourself first,

- building an emergency fund,

… and, so on.

Each blogger (or author – there’s been whole books written on each subject) will explain how his financial strategy will turn your life around.

But, these are not strategies at all … they are tactics, a means to an unknown end.

I’ll explain why …

For each of these tactics (or any other), I can give you a perfectly valid argument for why you should do the exact opposite of what the author recommends!

Here are couple of examples:

- The False War On Debt: http://7million7years.com/2010/11/10/the-war-on-debt/

- The Zero Dollar Emergency Fund: http://7million7years.com/2010/08/08/the-zero-dollar-emergency-fund-2/

… and, if you go back through my blog [AJC: an easy way is to just search for the word "myth"] you will find counterpoints to all of these – and other – ‘recommended’ financial tactics.

The reason is that I have a personal financial strategic goal: I knew exactly where I wanted to be ($5 million), when I wanted to get there (5 years) and why.

[AJC: for an audacious goal, you need a very strong 'why' to help drive you there ... it's a very tough road, and you'll need all the emotional 'boost juice' that you can get! This is one of my earliest posts; you should read it: http://7million7years.com/2008/03/07/fire-up-your-true-passion-hot-passion-drives-massive-action-massive-action-drives-incredible-results/].

With such a goal, I needed certain financial strategies to get there [AJC: I actually ended up with $7million in 7 years]; my strategy was:

- Increase my income dramatically (for me that was achieved by quickly growing my business),

- Invest as much of that income as possible in real-estate and stocks (instead of spending my business profits on bigger houses and faster cars).

Therefore, the tactics that I needed included:

- Take on as much debt as possible,

- Buy insurance and have lines of credit available (instead of having cash lying around idle) in case of emergency,

- Paying myself first, second, third and fourth (i.e. saving much more than 10% of my business-generated income),

- Obeying the 20% Rule.

So, next time you are looking for financial advice, take the trouble to understand your strategic goal: how much do you want? when do you want it? and, why?

If your goal is simply to retire with $1 million in 40 years, then go ahead and buy that Kindle and load it up with personal finance best-sellers!

However, if your goal is “large and soon” then you, too, will need to ignore most of the so-called “good financial advice” that is floating around so freely. That’s why I started writing this blog

Did I fail the Ultimate Money Test?

Financial ‘personality tests’ are fun. I like doing them; you should try this one.

Unfortunately, the results don’t always speak for themselves:

[AJC: the star is my score; very average, as I am in (almost) all things in life. The $7m7y logo to the top-right is how my financial performance probably compares to 99%+ of the population]

Whilst this is a pretty good test – much better than many others that I have seen – it will only identify average performance and sub-/super-performance perhaps to one standard deviation (for those statisticians amongst you) …

… however, these tests can’t identify the factors that produce the outliers i.e. the ones (like me) who can make $7 million in 7 years.

If you want to produce (slightly) better than average financial performance over your lifetime, use this test – and others like it – to identify areas of weakness, typically:

- Not saving enough,

- Overspending,

- Credit Card Debt,

… and so on.

All valid reasons why you may be in financial trouble today, but certainly not highly relevant to your chances of retiring rich and retiring soon.

If you do want extraordinary financial performance, keep reading read this blog

How to increase sales …

If you’ve chosen ‘business’ as your primary vehicle to reach your own $7 million in 7years, then it’s best that you focus on increasing the amount of profit that you get to take home each day, week, month, and year.

To non-business readers this may sound like obvious advice, but you would be amazed at how many business owners focus on two numbers:

1. Sales Volume – usually expressed as “my business turned over $2.3 million last year”, and

2. Profit Margin – usually expressed as “my business makes 7% net profit, before tax”.

These may be key numbers for a large business – particularly if listed on a stock exchange, because the market punishes stocks that don’t grow their sales (sales $) fast enough, with comfortable margins (profit %) – however, for a small business …

… these are simply ‘vanity metrics’.

The only number that really counts is:

3. Net Profit After Tax - usually expressed as “Last year I took home from my business $738,000 in my pocket”

This is the number that you get to spend and / or invest (preferably the latter) each year, and the one number that you want to grow year-over-year.

So, when aspiring or new business owners ask me:

What is the best way to increase sales volume for a small business?

I say:

According to Jay Abraham (master marketer), there are only three ways to increase sales volume:

1. More customers (customer acquisition e.g. marketing, advertising, referrals),

2. Higher sales per customer (up-selling and cross-selling e.g. bundled offers),

3. More sales per customer (customer retention e.g. backend products)

You only need small improvements in each to make major improvements in your overall sales volume i.e. a 10% improvement in each area means a 33% increase in sales volume, overall.

An example strategy (for, say, an eCommerce site) that encompasses all three elements might be to:

1. Improve your Google search rankings and run some Adwords and FaceBook ad campaigns to bring in some new customers.

2. Create some bundled packages and add some special checkout offers to entice some of your customers to increase the size of their order.

3. Capture their e-mail addresses and send out special offers once every 6 weeks to encourage some repeat sales.

If you are very successful with your bundled, checkout, and e-mail discount offers, you might find that your % profit margin slips slightly, but that your overall sales volume increases significantly.

More importantly, the amount of net profit – i.e. cash that you get to take home in your pocket – goes up dramatically, meaning that you have a lot more cash available to invest in stocks and real-estate.

Then, it won’t be long before that $7 million in 7 years starts to look pretty achievable.

Before you can find the answer …

Yes. Before you can find the right answer, you need to know the right question.

So it is with personal finance: most pf bloggers will answer a whole variety of questions:

- How can I become debt free?

- How can I pay off my credit cards?

- How can I save for retirement?

- How can I be more frugal?

BUT, these are not the questions that you need to be asking … at least, not at first.

No, there are only TWO questions that you need to ask. The first is in two parts, and it simply asks:

a) How much money do I need to support the life that I truly want to live? And, b) when do I want to begin?

I have a hypothesis about the typical answer to these questions, but the truth is that for every human being on this planet there is a different answer:

For some, it may be that they are happy doing what they are doing today, and are happy to keep doing it until they drop. For, them personal finance begins with maintaining their current lifestyle (which probably revolves around maintaining their employment) and staying healthy.

It probably also means learning all the lessons about personal finance that the blogosphere has to share: living below your means, eliminating debt, cutting up your credit cards, paying off your home, setting aside an emergency fund …

My second question – which I’ll come to in a moment – is moot for these lucky, satisfied, job-secure, working-class few.

But, my hypothesis is that most people are not satisfied with their current lifestyle … that you are not satisfied with your current lifestyle … that you:

- Want more time with your family,

- Want to indulge your hobbies and interests,

- Want to travel more,

- Want to be more relaxed and healthier,

… and, the list goes on.

And, I’ll wager that the limiting factor for you, right now, is money.

But, I’ll also bet that with a little thinking, you could come up with a salary that if a rich uncle were to pay it to you, would allow you to stop working full-time (or, altogether) and fund your ideal lifestyle.

I’ll also take a stab that ‘salary’ would bear little resemblance to your current salary.

But, if you can take an educated guess at what that ‘salary’ would need to be, I can tell you what your Number is (the answer to the first half of my first question) simply by telling you to multiply that amount by 20.

Let’s now assume that you have no rich uncle and have to amass this amount yourself …

How long will you give yourself to reach your goal so that you can begin to live the life you really want to live before you are too old to enjoy it?

I gave myself just 5 years to reach my Number of $5 million; in the end, I made $7 million in 7 years, starting $30k in debt.

[AJC: keep in mind that the longer you allow to reach your Number, the larger it will need to be because of the effects of inflation. For example, whatever Number you come up with today, you will need to add 50% if you aim to reach it in 10 years, and you will need to double it if you are prepared to wait 20 years ... just to keep up with inflation.]

Which brings us to the second most important question in personal finance:

How am I going to get there?

For example, in order for me to reach a $5 million target in 5 years from a virtual standing start:

- I had to learn how to invest (I had no investments and no idea HOW to invest or WHAT to invest in)

- I had to turn my business around (it was breaking even, at best)

- I (more importantly, my family) had to sacrifice our existing life: we had to move overseas, my wife gave up her career, my children their friends, we all gave up our families for the 5 years we were away from home.

But, we all agreed that it would be worth it, because we had already answered the first question (both parts).

How about you?