Small Business Servers – A Need For Change
Many small businesses don’t have an IT department or anyone experienced enough to handle even basic IT tasks like backup, system restoration, patching or updates. In most cases, they rely on a local business partner (typically an IT consultant or local IT support company) to handle these tasks.Unfortunately, many small business IT solutions on the market today exacerbate the situation. Their complexity…
requires the need for ever more powerful hardware
results in frequent system crashes and downtime for upgrades
compounds security problems
necessitates frequent system restorations
increases the investment in resource to upgrade systems and fix problemsWhats needed is a new generation of ‘small business servers’ that deliver all of the essential IT & technology services for smaller businesses but without the usual costs or hassle.Challenges in supporting micro and small business customersTo stay in business small businesses need help with basic IT chores, which are becoming more mission critical than ever as they grow more time consuming to deliver.Just look at business continuity and disaster recovery in small businesses. A study by Gartner found that only one third of small businesses surveyed said they were prepared for a disaster within the next 12 months.In other words two thirds of all small businesses are not prepared for a disaster or protected. The reason, in most cases, is that small businesses don’t have the IT skills of solutions to perform common tasks like backing up critical data or developing a way to restore systems that crash or become damaged when a pipe breaks or there is a fire, flood or other disaster.Small businesses also need help just backing up and restoring files when someone accidentally deletes them. Such deletions in small businesses are quite common.Whilst everyone understands the need for data to be backed up, what many don’t realise is how expensive and difficult it actually is with traditional solutions. In fact, the traditional approach to backing up data is a time consuming and resource intensive task. The normal procedure requires tapes to be rotated, in the right order and taken off site for secure storage.Plug In, Switch on & Start WorkingSecurity within smaller businesses is also an issue. Hackers today are after confidential information about businesses and their clients to commit fraud and identify theft. They employ increasingly sophisticated attacks that may use socially engineered phishing email messages. These spam messages are designed to fool even savvy computer users in to thinking they are from legitimate sources. An unsuspecting user might click on malicious executable file or URL link to a poisoned web site and automatically download malicious software.In their pursuits hackers increasingly exploit new vulnerabilities in applications and Windows operating systems as a means of infecting computers. To battle this problem, software vendors issue frequent system updates and security patches that must be installed quickly to minimize exposure to each new threat.In 2008, Microsoft alone issues 43 critical, 24 important and two moderate fixes, according to security experts. The previous year saw a similar amount, including 49 critical, 23 important and five moderate updates. Other application and browser vendors had numerous updates as well.Again, many small businesses don’t have the IT expertise to track all of these patches or the time to install them. Beyond security patches, there are typically many operating system updates that must also be applied. Such installations are often time consuming.Unfortunately many of these fixes incur downtime, which no business likes. For example, in many situations, a business must first test a patch or upgrade to be sure it does not cause problems. If the test goes well, planning must take place to be sure the changes are made at a time that least inconveniences its workers. Again, many businesses are looking for help with these matters from their business partners. The challenge for the business partner is that all of these tasks (testing, planning, applying etc.) are all time and labour intensive.Problems with traditional Small Business Server SolutionsEven the smallest business today requires certain basic capabilities. Workers need to share files and printers. Additionally, their data must be protected and their systems must be secure.The burden on the business partner to provide these services typically requires the use of multiple solutions from different vendors. The mix often includes a server OS and file system from one vendor, backup software from another, and security products including firewall, anti-virus, anti-spyware and anti-spam software etc from even more vendors.Managing such a mix can add to a business partner’s workload. Each product must be managed with its own administrative system, and each must be updated on its own. There might also be conflicts when trying to get different vendors products to work together.Additionally supporting such a mix of applications might introduce security issues. For example, if a firewall and anti-spam solution are not in sync with regard to the level of protection each affords, one might work in detriment of the other.The end result when using multiple solutions is that the time investment per client grows as the complexity increases. It also increases the time investment a business partner must make in learning/training. Their staff must be knowledgeable about many discreet products in order to support their small business client’s workers.Compounding matters, the traditional choices have had their problems. Solutions designed specifically for smaller businesses often could not scale to support a business growth. For this reason, many of the solutions commonly used are not designed specifically for small businesses. But this only adds to the management burden placed on the business partner because they must customize or scale down these solutions to meet the needs of small businesses.Additionally, such solutions are often bloated with features not needed in smaller businesses. For instance, directory services might be overkill for a company with fewer than twenty people. Yet, its administration is as time consuming for twenty as it is for one hundred or more.Similarly, an enterprise solution might be so narrow focused that it lacks key features for small business, thus requiring a patch work of solutions to meet a business’s basic needs. For instance, a firewall might need a third party anti-spam or anti-virus solution to provide more complete protection.In either case, trying to force fit an enterprise solution into a small business environment can add to the management workload.What’s needed: Desirable characteristics?With these concerns in mind, there is obviously a need for an alternative to the enterprise patchwork solutions that are currently being cobbled together and used in small business today.Any solution that addresses these pain points must be designed specifically for small businesses and the business partners who serve them. It must enable customers do email, create and share documents, centrally manage files, store and secure business data, control access to information, connect offices, employees and partners whilst protecting their network and systems from unwanted disruptions and intrusions.It should be less complex so that it requires less IT support than traditional solutions. Additionally the solution should be Linux based. The reason: Linux is stable and reliable. This would simplify management and make solution subject to less downtime than some alternative solutions. Additionally being Linux based reduces many security problems, as far fewer attacks, generally speaking, are aimed at Linux than traditional operating systems.Furthermore, most operating systems are packed with drivers, utilities and services that are seldom used. An ideal solution would only use the parts of the Linux Kernel that are needed to perform the desired functions. This would reduce potential vulnerabilities.To simplify matters further, the solution should be very easy to deploy. For example, it should be offered as a simple plug and play solution in the form of an appliance. And the solution should support remote management to troubleshoot and correct small problems, as well as recover from a system crash.A solution with these characteristics will save a business partner valuable time that would otherwise be needed to administer solutions at every client’s site. This saves time and money. It allows a business provider to provide services in a more economically efficient manner to existing customers. And it frees up time to solicit and support new businesses.Enter: An affordable solution designed specifically for small businessesSmall Business Server Appliances are a new breed of Small Business Server Solution they are delivered delivered as a plug and play hardware appliance, everything is included. Its pricing structure is simple and straight forward. Business partners do not have to deal with multiple and complex licensing agreements as is the case with many alternative offerings where you are required to switch platforms (or upgrade hardware) above 75 and 100 users, or when email and data storage requirements reach a certain limit.Small Business Server Appliances offers file and print sharing; firewall, anti-virus, anti-spam protection; email, calendaring, contacts, tasks; secure remote access; data backup and disaster recovery features; office productivity tools; and automated system updates.Everything is included within the appliance as a single solution. And business partners can use the platform to deploy other applications that a client might need.The high performance appliance hardware allows a powerful solution to be delivered in a small footprint. This also provides the ability to scale solutions as a clients business grows up to 500 users without artificial licensing barriers. Furthermore, the appliance format also makes the solution very easy to deploy, typically it can be up and running in about 20 minutes.Setting the solution apart: Autonomic features and benefitsSmall Business Server Appliances are designed to run on their own at a customer’s site with little intervention from the business partner. To accomplish this we make use of autonomic features that automatically handle many routine tasks and can correct many problems on its own as they arise. These autonomic features ensure that the small business stays up and running and its systems and data are protected, all while off loading time consuming IT tasks from business partners.For example Small Business Server Appliances comes pre built and pre configured and can usually be implemented in around twenty minutes. There is no monitor or keyboard, the admin interface is accessed via an IP address securely through HTTPS which enables you to manage the appliance remotely. In contrast, alternative solutions often require the business partner to load 5 to 15 CD’s to get a system running initially.Small Business Server Appliances also has the ability to self manage automated backups to a disc based storage device (on or off site), to a hosted backup service in addition to traditional tape or USB based storage devices. A few Small Business Server Appliances also provide the option for integrated hot swap backup discs to be used which enable data to be backed up continually throughout the day.SummaryWith Small Business Server Appliances, business partners get an easy to implement and easy to manage solution that has specifically been designed for smaller businesses.Small Business Server Appliances come pre built and ready to be used this solution offers a rapid time to value.All of the attributes of Small Business Server Appliances pay dividends twice over. First, the small business client is happy, because they can do their jobs without computer related interruptions. And second, a business partner can deliver a high level of service while dedicating minimal IT resources and staff to each client.The autonomic features of the solution reduce the time and resources a business partner must invest to begin work with a new client and to support existing small business customers. For example very little training is required to become familiar with the solution, so business partners quickly leverage the solution and immediately become more profitable.
The Tasting Room: Branding or Marketing
In selling wine, especially in the tasting room, there is a difference between marketing and branding. Yes, the two are often co-mingled, but they must be interpreted and managed differently. Without a brand identity it is hard to market wine. We do not want to take this discussion into an esoteric direction, however, tasting rooms are an opportunity to go far beyond just selling wine, the real bonus lies in creating a tasting room to sell wine and reinforce a brand identity, i.e. branding.Maybe it would help to look at branding this way: “Branding is to a company (winery) as personality is to a person. Branding is as much inward as outward-facing. If you have a strong, trustworthy brand, your employees are happier, more motivated, and more loyal,” says Mr. Russel Cooke, A Customer Relationship Manager professional. “Branding is the allocation of resources to promote awareness of your brand, products and services. The purpose of marketing, in a nutshell, is to communicate your brand’s value to potential customers.”Branding is a process that happens over time; like how our personalities evolve over time, but at some point, the personality becomes defined for people to recognize. Marketing will use advertising (print, radio, TV), designs, collateral materials to build awareness for a brand and hopefully call the consumer to action.Is a tasting room only for sales? I would submit the answer to be, “a tasting room is a terrible asset to waste solely on sales”. A brand is a legacy asset in perpetuity and sales is fleeting. Wine sales is an effort that must be created anew each season; a brand lives on to be destroyed or strengthened, so chose you brand identity wisely!In any marketing or branding experience the complexities of successfully executing these tasks are mindboggling; truly. In the wine industry the task can be exponentially more complex because of ancillary issues such as: Federal regulations, outside issues that influence product (weather), and local government constraints, et al. Selling coffee mugs should be a bit less complex. In the direct-to-consumer marketing arena, the tasting room is the only place where the winery can control and execute their plans in branding and selling/marketing their product in real time. Here, a visitor comes to you and says, tell me about your product and by-the-way, I want to buy. Wow, what an advantage in marketing!The tasting room is truly the only face-to-face time a winery has to impact all the human senses that will influence a sale and hopefully a repeat sale. I submit therefore, the visitors interface experience with employees is the most important; why else do companies send representatives to visit the customer? Airlines at one time felt that e-mail and video conference calls would negatively impact their business; facts proved that wrong. Nothing can replace the impact of people looking directly at, communicating with, and feeling the persona of face-to-face interactions.Maybe you are still doubtful of this line of thought, well consider the successes of reality TV. Shows like American Pickers and Fixer Uppers are shows about people, experiences and their lives. American Pickers or Dirty Jobs are shows that now spend most of time focused on real people and their stories. A tasting room experience is communicating with people who love wine and want to be sold and want to learn about the brand story. Yes, taste the wine, but tell the visitor the story of the brand.Let’s assume for this discussion that a significant number of people do decide to visit a specific winery for any of numerous reasons. To illustrate the point. A few years ago, I saw a study that listed various reasons why individuals visited a winery:
Wanting to see the winery that made their favorite wine.
Referred by friends.
Wanted to experience a winery or location.
Wanted to buy wine to commemorate a visit to the region.
The premise is, branding through interpersonal contacts, within tasting rooms, is important and maybe even critical, to all wineries; large and small. This type of branding tool will give instant product feedback about marketing and branding because the visitor is engaged with a winery representative. Finally, public contact winery employees can immediately address visitor product queries. We inherently buy products (wine) and services based on relationships and a feeling (trust and enthusiasm) about the relationship with the company/winery.Many years ago, I visited a winery selling expensive wine; expensive by the standards of 3 decades ago; and I ask a simple question: What makes your varietal more expensive than another winery’s? When I ask the question, I did so with an obstinate tone, to the credit of the tasting room employee, she artfully engaged me and others within earshot in discussing what makes their wines more expensive/quality. She was responsive, unoffended, engaged and converted me to be a marketing missionary for her winery’s quality wines. My first real experience with real world branding.I believe in the power of branding and how it impacts sales, production, finance and longevity.Tasting rooms that draw upon a winery brand and reinforce the brand ultimately will sell wines. Without a good brand, marketing is a very tough exercise for a winery. My fantasy for tasting room effectiveness #101 is:
Be met at the door and be given a brochure about the winery, its management, explanation of the winemaker’s philosophy/approach to the product, and information presented with a sense of pride. Whether the tasting is free, charged, or one by appointment only; whatever the business model, the brand experience is most important. For example, have you ever been to a winery of humble facilities, yet you connected with the brand because of the people? Conversely, have you been to a very well-appointed tasting room and left feeling underwhelmed?
Realize visitors are buying an experience and hopefully a relationship. Just read a list of old wine quotes and one soon realizes, wine has long been elevated simply based upon the experience of wine.
Nice people that know the wines their winery produces.
Employees who engages me in understanding what makes their wines great that is part of their brand image.
Visitors want a story about the brand and then the wine.
If staff in the tasting room have a “belly-up-to-the-bar” presentation to the visitor, the winery has diminished the value of a tasting room by more than 50%, even if the visitor buys a bottle of wine.
If the branding and marketing effort work together, the sale happens. Then comes the wine club sale, new vintage follow-on sales and direct mail with collateral materials. As a channel of distribution, the tasting room is a winner.
Know the vineyards from which their grapes come and why that is important.
Staff that are proud of the product.
Want to understand what I like and why.
Treat me respectfully and at my level of experience. The tasting room is not about a place where the staff can show their knowledge of buzzwords and technical points-bad branding.
And a tasting room that sends me on my way with a farewell that makes me feel good about my visit and purchase. “Please enjoy my wine and drop me a note to tell me when you drank it.”
A winery tasting room that does these things will encourage me to buy more, share my experience with others, and give me a super long-term view of what the values are of this winery-hopefully one of excellence.As a “back of the napkin” exercise, if you are a winery owner or tasting room manager, write down precisely how you think your winery’s brand is defined by the visitor, then the distributor, restaurant/on-premise buyer and retailers. Then ask yourself, is that the brand I want, need and can live with for the future. People buy the brand first and the marketing story second; the brand lives on but the marketing story will change because of many dictates.Attitude and product knowledge of the tasting room staff, interpersonal skills, level of interest by management and staff throughout the organization; all these factors ooze the brand definition throughout the organization. Winery’s do not need to spend a lot of money to create a brand, but the tasting room is coming from the inside out.We never forget that branding and marketing are complex and rarely turn out great without in-depth planning, initiating experience, constant training and reinforcement of strategies, buy-in at all levels, and updating of the plans.A tasting room should present the brand to the public as desired by the owners. “Branding is the truth, reputation, and value of a small business’s image, ethics, and craftsmanship. It is the stamp or logo on a product that becomes a household name and trusted brand. Marketing is the sales driven tactic which stands behind branding,” says Monique Ouellette. Notice that marketing is behind the brand and drives the “call to action” to drive the sale.Apple is a great brand and marketing organization. Look at the branding of their retail locations (tasting rooms). Disney is another great brand that is on display in their tasting rooms. Don’t confuse branding and marketing.