The poll of entrepreneurs states that:

• 61% say the economy is on the wrong track
• Over 70% do not expect to create new jobs in 2010
• 85% think the U.S. is a great country in which to start a business

Right away they discuss the obvious contradiction made by these statistics that even though entrepreneurs believe the economy is on the wrong track and do not expect to create new jobs that it is a great country in which to start a business.  I find this to be very interesting due to the nature of the questions themselves.  When reading a poll like this, you have to ask yourself why.  Why is it that these entrepreneurs answered the way they did?

Let’s look at the subject matter.  The first two questions are about the economy and creating new jobs. What is the guiding force that drives the answers to these questions?  The answer is money.  More specifically, growth and income.  Now that we’ve revealed the basis of these answers, not only does the media remind us daily of the poor state of the economy, but more importantly, it is reflected in our cash flow reports and profit and loss statements.  Also, when growth is rare and flat or falling sales is reported as the status quo, it’s no wonder over 70% of entrepreneurs polled are not planning on creating new jobs. 

But we have to remember that we, as entrepreneurs of small and new businesses are the life blood of our economy. It is up to us to raise the bar and bring growth back into the market. We’ve realized our potential, it’s right there in the poll, “85% of entrepreneurs think that the United States is a great country in which to start a business”.

There you have it.  A large majority of entrepreneurs have their heads in the right place, we believe this market can provide the growth and profitability needed by new companies.  We, as business owners, need to be diligent and stay informed so that we can learn from the failed businesses across the U.S. and use proven business practices, solid business planning, refined financial management, marketing development and strategic planning mixed with our knowledge and unique outlook to grow and strengthen our businesses and the economy as a whole along with it.

Carl Schramm says during this interview that, “Overall…we’re not seeing robust recovery [but] entrepreneurs are the key to [recovery] they are the people who create the jobs”.  He also states that, “In the past seven recessions and recoveries that we’ve seen, it has been … the expansion of employment in brand new businesses. Businesses that are less than five years old, that have been critical in the recovery and the expansion [of the economy]“.

Remember looking at the facts can remind us of the huge potential for your business:

• Up to 80% of new hires come from small and new businesses
• Nearly all net job creation in the U.S. comes from firms less than 5 years old
• 50% of Fortune 500 companies were founded in a recession or bear market
• 600,00 new firms form in the U.S. every year; even during recessions

Read Carl Schramm’s entire State of the Entrepreneur Address and poll results here.

While change is a scary monster to some, it is unavoidable and must be faced or you may risk falling behind; and playing catch up isn’t a fun game to play in the business world. 

Ok, let’s do it, let’s change!  Right?  But the key to making the right change lies within the minds of one group of people: Your Customers!

-What do they want?  Why do they want it?
-What do they need?  Why do they need it?
-How do they perceive your company?
-What do they think of your products and services?
-What do they think of your competition?
-How do they distinguish between you and your competition?

All of these things and more need to be considered when making the right changes in your company.  In business, the need for change is controlled by the customer.  In fact, it is demanded by the customer because they will take their business and money elsewhere if their needs can’t be met.

So, how do we tell our customers that we’ve heard their voices? Through advertising!  You must promote your business in a way that highlights the best and brightest aspects of your company in order to keep customers coming back and bring new customers in.

There are many ways to advertise and multiple mediums through which to do so.  You must research to figure out which form of advertising is best for your company; that will reach your customers, highlight your qualities and express your unique selling advantage in an efficient and effective way.

Click Here, Magazines Turn to New Strategies for Revenue, to read about advertising companies making changes in order to fit an always changing market.

Mom-and-Pop Operators Turn to Social Media

SAN FRANCISCO — Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.

For Mr. Kimball, who conceded that he “hadn’t really understood the purpose of Twitter,” the beauty of digital word-of-mouth marketing was immediately clear. He signed up for an accountand has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

“I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,” he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcastuse Twitter to promote their products and answer customers’ questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them.

For many mom-and-pop shops with no ad budget, Twitter has become their sole means of marketing. It is far easier to set up and update a Twitter account than to maintain a Web page. And because small-business owners tend to work at the cash register, not in a cubicle in the marketing department, Twitter’s intimacy suits them well.

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To Read the Entire Article visit NYTimes.com/business