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Famous Footwear takes a “billboard” approach; for each test, it captures the results in a one-page document, circulates that throughout the organization, and posts it on the wall outside the testing office. If a firm does a substantial amount of testing, it will generate a substantial amount of learning about what works and what doesn’t. Ideally employees throughout the company would share that knowledge and use it to guide future initiatives. Establishing a standard process is the first step toward building an organizational test-and-learn capability, but it isn’t sufficient unto itself. Companies that want testing to be a reliable, effective element of their decision making need to create an infrastructure to make that happen. They need training programs to hone competencies, software to structure and analyze the tests, a means of capturing learning, a process for deciding when to repeat tests, and a central organization to provide expert support for all the above.  Custom Pack...
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Smart Business Magazine

The best small business technology was once only accessible by larger corporations with big budgets. Smart office gadgets and wifi-enabled devices, like smart thermostats, are now available to a variety of businesses, from accounting firms and law offices to hair salons and bakeries. Small business owners are embracing the accessibility and affordability of the latest generation of smart devices to manage energy costs, improve security and increase workplace efficiency. Most of the firms that do extensive testing have established a small, somewhat centralized organization to supervise it. The group either actually does the testing, as at PNC Bank, Subway, and Famous Footwear, or—if testing is employed throughout the organization—serves as a resource for methodological and statistical questions, as at Capital One. At PNC Bank, the test-and-learn group (part of the bank’s knowledge management function, which reports to Marketing) views the promotion of its own services around the bank...
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The Five Stages Of Small Business Growth

Nick Gramatikov, CTO at Digitawise, believes small business owners can see many benefits from executing this strategy. As you grow your business, you must use your time efficiently. Prioritizing customer support gives your business the chance to turn unhappy customers into loyal ones. If you can be there in a pinch, you can relieve the issue and deliver your brand promise. The Library of Congress has a huge number of resources for entrepreneurs. This Small Business Hub is designed to highlight where to start, no matter what stage of business you're in, with a focus on sources for businesses located in the United States. Each topical page features a few recommended books, free websites, and subscription databases. Additionally, we've included links to our in-depth research guides and strategies for solving your business information needs. Digital marketing is an important part of any brand, so you'll need to respond to developments in your clients' marketing strategi...
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