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The Tipping Point?

February 03, 2011 by Alex Astell

“Things can happen all at once and little changes can make a huge difference” – 
Malcolm Gladwell

January was quite a month. In fact, it’s been my business’s (Manage My Website) busiest period since I started it two years ago.

The enquiries are coming in thick and fast – from the UK (where we’re based) and countries as far flung as the USA, Egypt and Holland. We’re working on websites for retailers, charities and even the NHS, plus we’re about to partner with MODA Commerce, one of the teams behind the Mary Portas website. My business is on the brink of exploding.

Some years ago I read a book by Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference. As Gladwell explains, tipping points are: "The levels at which momentum for change becomes unstoppable."

So what’s led my business to this key stage? Lots of little things, really. They may have seemed insignificant at the time, but together they’ve created what we have become today and our business has reached its very own tipping point.

  1. I was made redundant from my day job two years ago and decided to take a risk by going solo with my own web design and consultancy business.
  2. I sourced talented suppliers and freelancers who I knew I could trust and work well with. My friends at Flipside Studio and Kinetic Pulse have been key to my business growth and reputation, although I now use several innovative designers and developers.
  3. I decided to keep a journal on my website and updated right from the start, which is incredibly good for SEO. Try Googling “web design providers” and you’ll see what I mean.
  4. I’m a social animal. I immediately set up Twitter, Facebook and LinkedIn pages and worked hard at keeping them fresh and interesting, to build up a following and gain vital industry contacts and new clients.
  5. I added my business to as many relevant web directories as possible (all free).
  6. I emailed every one of my family and friends and enlisted their help in spreading the word about my business. Through this email, I won The Cherry Closet account.
  7. With every new enquiry that came in I kept my quotes as competitive as possible to ensure we won the business, had the chance to prove how good a job we could do and help to build up a portfolio of happy customers and great work.
  8. Our team established firm friendships with our clients and befriended them on Facebook. This wasn’t a calculated decision; it was natural progression; they are all open, lovely people. We also promote their businesses as much as we can on social media websites.
  9. We earned a reputation for high-impact, well-built websites in niche markets.
  10. I never waivered from my belief that customer service is everything. I have collected as many client testimonials as possible over the two years we’ve been in business.

Before starting my business, I hadn’t realised I could sell. But in my eyes, I’m not selling to potential clients, I’m just extremely passionate about what I do and that probably shines through.

Nobody can predict what’s around the corner, but I have a very good feeling about 2011. I hope I’ve inspired anyone thinking of branching out on their own that if you’re passionate about what you do, have the right skills and work incredibly hard, you’ll reach your own tipping point.

Alex Astell of Manage My Website

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