Small Business Management and Marketing Essentials
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Small Business Management and Marketing Essentials

Evaluate yourself, your team and buisness performance. Get the skills to become organized and help your company improve
4.5 (4 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
53 students enrolled
Created by Alvaro Santizo
Last updated 3/2015
Current price: $10 Original price: $45 Discount: 78% off
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  • 11 hours on-demand video
  • 4 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Develop control points and reports to evaluate their business performance.
  • Gather ideas to implement them.
  • Establish business controls with or without software (all examples in the course are made with excel to simplify the process). (Create reports, establish controls, etc.)
  • Make changes to help them improve and become more profitable.
  • Create Budgets, control expenses.
  • Develop a real cash flow month to month - compare vs. budget
  • Evaluate your pricing strategy
  • Establish your Gross Margin for Maximum Profits
  • Evaluate your Marketing Strategy
  • Develop a Marketing Strategy
  • Evaluate your Team and Monitor Performance
  • Get Organized
  • Monitor your Business Results and Performance
  • Get to know your competition
  • And much more...
View Curriculum
  • Have basic knowledge of microsoft excel

Why do Small Businesses Owners have such a difficult time becoming successful?
What can we learn from the amount of failure with small business that we can apply to our own business aspirations? There are many reasons why a small company can fail, and at surface level the primary reason businesses fail is they simply run out of cash.

Or that is what many people think, but what reasons could influence a business to fail?

There may be many reasons why a Small Business can fail...and to me, the most important are:

Reason #1: They are not really in touch with customers through deep dialogue.
Reason #2: There is no no clear and real differentiation in the market (read: lack of unique value propositions)
Reason #3: The Failure to communicate value propositions in clear, concise and compelling fashion.
Reason #4: Leadership breakdown at the top (yes — founder dysfunction).
Reason #5: Inability to establish a profitable business model with adequate financial indicators. (Are you the type of owner that mixes personal and company finances?)

If you can identify with one of the reasons, I need you to ask yourself...

Even if you have a lot of experience and expertise in many areas, you can be lacking the necessary skills to run every area efficiently. You may not be able to supervise every aspect of your business and if you try to handle too many responsibilities, you can be putting growth, development and even your own company at risk.

Is your business facing challenges:
Do you have adequate financial management practices? Financial Indicators?
Do you have a business plan? A Marketing Strategy?
Do you know the industry and the market?
Are your profits at risk? Do you monitor and control your expenses?
Do you use cash flows and budgets? Does that information help you make better decisions?
How do you monitor performance? Do you have the right team to achieve your goals?

You as the leader:
Are you motivated? Organized?
Do you monitor your performance and profitability?
Are you a good leader? Do you have high personnel rotation?
Are you reaching your personal goals being a small business owner?

Is your company designed for YOUR well being? I

If you are here, you already own a small company or you are about to start your own business, either way, this course is designed to help you learn about critical topics needed to manage and succeed when you are a small business owner.

After you finish the course, it will allow you find areas where you can improve an existing business or prepare to start one the right way. Understand that every small business, no matter the industry, has a risk of failure, and that will depend on many factors. Not only your knowledge, skill set, experience and desire, but other areas that you might not control, or are not aware how to handle. Is there a way where you can minimize that risk? Yes, you can be prepared from the beginning or have the ability to correct the course of action if you have already started.

This course will help you identify critical tasks and areas within your company that you need to evaluate. We will do exercises and tests that will allow you to learn about small business finances, being a leader, marketing, hiring the right team, be organized and help you improve the chances of your company becoming successful.

Who is the target audience?
  • Small business owners like:
  • Restaurant owners, veterinary clinics, doctors,
  • small retail stores, small apparel stores,
  • companies that provide products or services to local markets.
  • People who need marketing ideas for small businesses
  • Business Owners that are on top of EVERY aspect of operation and need a fresh perspective.
  • People who run a small business with or without the use of ERP or advanced software to assist them with Business Data and Results.
  • Business Owners who are not sure of their business performance and profitability.
  • Entrepreneurs who are thinking of starting their own buisiness.
  • Small Business Managers
Compare to Other Marketing Strategy Courses
Curriculum For This Course
69 Lectures
Course Introduction
3 Lectures 07:11
Unit 1 - Section 1 -Are Your Ready? is Your Business Ready?
7 Lectures 46:37

Are you ready to lead a small company? Do you have the skills needed to succeed or is there something you could improve?

Preview 17:17

Are You Ready Conclusions

Is Your Business Ready Intro

How is my business structure? Do I know what to consider when evaluating your business? Can your company make changes or improve in certain areas?

Is Your Business Ready?

Are you completely sure of your business and what you are doing? Are you loosing or have you lost focus?

Defining Your Business Examples

Is Your Business Ready Cont.
Unit 1 - Section 2
5 Lectures 48:47
Section 2 Intro

Do you know your business roles? Your team members and their responsibilities?

Know Your Team - Accounting

Know Your Team - Sales Team

Marketing and Social Media Team

What are your employee profiles? Their tasks and expectations? Lets evaluate what you need to consider when looking for employees.

Building the Right Team - Identify Your Needs
Unit 1 - Section 3 - Identify your Needs - Evaluate Potential Candidates
4 Lectures 34:10
Section 3 Intro

Be Specific About What You Require in a New Employee

Can personalities influence your results and performance?

The Importance of Personalities in a Team

Filtering Down Potential Candidates and Why is Hiring So Important
Section 4 - Unit 1 - Leadership by Example - Employee Profiles
6 Lectures 01:09:05
Section 4 Intro

What does it take to lead a team? Through the good and the difficult times?

Motivating a Team - The Right Leadership - Communication

How can you motivate and incentive your team? Without it becoming a financial burden? Lets review options that can help you motivate a team.

Motivating a Team - Positive Feedback - Evaluating Incentives

In the good times and in the difficult times, your leadership will be questioned and put to the test. Lets see some examples on how that can happen and what we have to consider to be a good leader.

Leading by Example in The Good Times and Bad Times

Leading by Example - in The Good Times and Bad Times - Scenarios and Tips

Getting To Know the Team and Their Roles -Employee Profile and Postions Exercise
Unit 2 - Section 1 - The Importance of Accurate Information
6 Lectures 01:09:49
Unit 2: Section 1 - Intro

Are you gathering data to help you with business decisions? What information is important to help you evaluate your performance, to set goals? Lets discuss why it is important and how you can do this, with or without special software.

The Importance of Accurate Information

Accurate Information Example and Tips

The Importance of Accurate Information - With or Without Special Software

Information Gathering Examples and Analysis

Information Gathering - 6 Months and 1 Year Analysis - KPI Examples
Unit 2 - Section 2 - Small Business Finance - Preparing a Budget
4 Lectures 39:13
Section 2 - Intro

Small Business Finance

Preparing a Basic Budget - Budget Examples

Small Business Finance - Budget Tips
Unit 2 - Section 3 - Sales and Cost Forecasting
5 Lectures 55:44
Section 3 Intro

Sales Forecasting

Cost Forecasting

Analyzing your Budget - Scenarios

Budget Example and Analysis
Unit 2 - Section 4 - Growth in Sales versus Growth in Profits - Margins
6 Lectures 56:29
Section 4 Intro

Are your sales increasing? Are your costs the same? Is your profit margin at risk? A lot of company owners make bad decisions when sales increase, the can overspend, hire new employees without justification, and many other factors that can place your company´s profits and future at risk.

Growth in Sales vs. Growth in Profits

Growth in Sales vs. Growth in Profits Cont.

Do you know the difference between Gross Profit and Gross Margin? What was your company´s profit and margin in the last 2 or 3 periods? Did it increase or decrease? Do you have a Markup Strategy? How does that influence your pricing strategy and company performance?

Gross Profit - Gross Margin - Markup

4 Gross Profit - Margin - Markup - Example and Analysis

5 Gross Profit - Margin - Markup - Conclusions
Unit 2 - Section 5 - Pricing your Products and Services
4 Lectures 44:13

Do you have a pricing strategy? What are the 3 key elements for a pricing structure? Is your pricing strategy allowing you to be profitable and competitive?

Pricing Your Products and Services

Other Key Elements for Pricing a Product or Service - Structure

Pricing Strategies Considerations
4 More Sections
About the Instructor
Alvaro Santizo
4.7 Average rating
9 Reviews
102 Students
6 Courses
Entrepreneur, Business Consultant



BUSINESS MANAGEMENT : Project Management, Planning and Execution, Budget Control – Financial Goals, Team Building - Cost Reduction - Process Evaluation and Improvement

LOGISTICS:Inventory Control, Supply Chain Management – Supplier Evaluation, Cost Reduction

SALES AND MARKETING:Market Development, Client Management, Marketing Campaigns (Local and Regional), Pipeline – Sales – Return on Investment

For the last 10 years I have been working with companies that range from multi national to small businesses owned and operated by individuals or small groups of people.

Companies i have worked with are in fields like: Construction - Logistics - Computer and Software Services - Construction Projects - Restaurants - Hardware Stores - Retail Stores - Beverage Industry - Veterinary Hospital Services.

I have had the privilege of learning from great leaders and not so good leaders (Yes you learn as much from a good one as from a bad one), having worked with and for amazing companies and companies that have struggled to succeed.

Because of that, i have been blessed with the chance to help others, execute ideas, create and develop projects and I have been able to fortunately learn from other entrepreneurs, executives and great people who came to this world to make a difference. Just like you.

I have worked for others, helping them build and achieve their dreams, until i got to the point where I decided i would no longer work for anyone else, and pursue my own ideas and dreams. I have started my own companies, with partners, by myself, even purchased one. And having been fortunate enough to have failed in some and succeeded in others, I have decided to share my knowledge and experience. With small business owners who may be struggling, or simply wanting to explore options to improve; as well as other brilliant entrepreneurs that are developing their own ideas and projects to start their small business.