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When the “experts” tell you you’re going to need a press kit for your small business I’ll bet you’re wondering why on earth you’d need one. At least, I think you’d wonder why if you think a press kit is just for the press. But the term ‘press kit’ is misleading if you ask me because press kits aren’t just what their name implies.

I prefer to call them small business information kits or information packages instead because that’s what they really are. They are meant to inform everyone, not just the press about you and your business.

Once you have a small business information kit, you’ll find you’re often giving them when someone asks for information about your company–who you are, what you do, how you can benefit them. In fact, you’ll probably find you’ll give out almost as many of your information kits as your business cards.

Sometimes it’s more appropriate to simply hand out just your card, but other times, you might like to give someone more information than what’s on your business card.

Say you’re at a party and someone asks what you do. You’d probably just give them your business card. But your business card gives this business contact only the briefest information about your company.

So, you might also ask for their name and address, and send them an information kit the next day. Sending your information kit the next day also works as an important reminder of the evening’s discussion.

On the other hand, if you’re a plumbing company, you might want to contact construction companies in your area to see if they’re interested in subcontracting your company from time to time, or better yet all the time!

Sending them just a business card probably won’t get you very far. Even sending a well-written letter introducing your company together with your business card probably wouldn’t be as effective as a complete information kit.

You could think of your business card as the “who and the where, and a little bit of the what” of the 6 interview questions-who, what, where, when, why and how. Your card probably has your business name, contact information and possibly a slogan, motto or some saying suggesting what you do.

Your information kit on the other hand, answers all the questions. It tells people who and where you are, just like your business card does. But instead of one little line suggesting what you do, your information kit tells people exactly what you do. How well it tells them what you do depends on how good your copywriting is.

And it tells them how to buy, (with your convenient order form for example, or by phone or fax, with cash, check or credit card) and when to buy (today, right now, before the special offer expires).

Your business card doesn’t have the room to tell people why they should buy from you, but your information package does. And not just by telling them you’re the biggest, the best, and of course the most innovative either.

The real secret is convincing people they can’t do without your product or service, remembering that along with a great description of your product or service, to consider your information kit from your clients’ perspective. Everyone wants to know how what you do can benefit them. How you can save them time or how you can save them money, or how you can make their life just a little bit easier.

One last word on presentation of your small business identity package. It’s almost as important as what you say. A professional image can go a long way in assuring potential clients your small business is the one they want to do business with.

You cannot compete with big companies without one, and you’ll be miles ahead of the small businesses that don’t have one. And while we’re talking about professional image, imagine how your small business will be perceived when you have the ultimate in professional image– a matching corporate identity package, information kit and small business web site.

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Accounting principles are the basic assumptions, rules of operation, and essential characteristics that make up the framework for the construction of accounting financial statements.

Long ago, I was perplexed to discover that there was no “set” of accounting principles that was presented in one form such as you might find in the Bill of Rights. This is not to say that the principles are incomplete or vague, it only means that the definitions of accounting principles can be presented in various formats, which may lead to confusion for some people, especially beginners.

Be that as it may, accounting principles are absolutely necessary when preparing financial statements, just as the rules of a particular card game make the card game possible in the first place. Accounting principles are like the glue that holds the accounting process together. For example, financial statements have an overall objective, which is to provide the user of the statements a useful tool for making business decisions.

In order to be useful, the accounting information must have certain characteristics, such as being dependable and practical. To be dependable, the accounting information must be unbiased, accurate, and verifiable. To be practical, accounting information must be predictable, prepared in a timely fashion, and be able to provide meaningful feedback. Additional characteristics are that the accounting information must be consistent, comparable, serve a utilitarian need (such as cost/benefit), and make a material difference.

Besides characteristics, certain operational rules are established as to when revenue and expenses are reported; how expenses are matched to revenue; what to do when a choice can be made that might overstate or understate figures; and, what information should be disclosed so that the reader will fully understand the circumstances under which the information is being presented.

There are also basic assumptions that the reader can count on, such as: the information is related to the business entity only and doesn’t have any unrelated information mixed in; the business is a going concern and won’t cease operations soon; the financial information presented is measured in specific time intervals such as a month, quarter or year; the financial information is using a certain unit of measure such as dollars, not board feet, etc.; the information is presented at historical cost, i.e., when received, paid, or incurred; and, the method of accounting being used is double-entry and not some other method.

These are accounting principles as opposed to accounting standards. An accounting standard is an agreement as to how an accounting issue will be treated. For instance, a standard might state what type of inventory system is appropriate to use for a certain type of business; how capital leases should be recorded; how many years intangible assets should be amortized; what methods of depreciation should be used, and so on. There are literally thousands of accounting standards that have been issued over the years. These standards are constantly being revised or discarded as they become outdated.

If you want to play the accounting “game of cards”, you must become familiar with the “rules of the game”, which are accounting principles and standards. If you choose to not play by the rules, you do so at your own peril, as we have seen recently in the U.S. corporate accounting scandals.

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Business counseling fees can be extremely expensive and not knowing where to turn for business advice can be a significant waste of valuable time. That is why there are 80 Business Information Centers (BICs) in the United States and over 1,100 Small Business Development Centers (SBDCs). Not only do they provide small business owners with free counseling, but they also have an extensive reference library of books, publications, and video tapes. Small Business Development centers and Business Information Centers help with start-up business planning or assist in expanding an existing business.

BICs are partnered with the Service Corps of Retired Executives (SCORE) to provide businesses with free business counseling. Retired business men and women volunteer their expertise and experience to assist with any issues that may be confronting your business. These men and women can also assist you in developing a customized business plan for your specific business needs. There are over 10,500 SCORE volunteers in 389 chapter locations who assist small businesses across the country. SCORE also provides an online counseling initiative for businesses. More information on this can be obtained at the SBA.gov website.

Business Information Centers are constantly adding new resources to serve the needs in their local business community. Some BICs, such as the Sacramento Business Information Centers, offer bookkeeping, tax planning, budgeting, business financing and loan information, developing business plans, legal information, management skills, and marketing techniques to name a few of the areas BICs specialize in. The majority of all major cities provide BICs.

The Small Business Development centers are a training resource which is a cooperative effort of the private sector, the educational community and federal, state and local governments. It is the Small Business Administration’s (SBA’s) largest resource partner and an initiative that enhances economic development by providing small businesses with management and technical assistance. There are more than 1,100 SBDC lead and service centers located around the country. To locate the nearest development center to you visit the following page created by the Small Business Administration (SBA): http://www.sba.gov/sbdc/sbdcnear.html.

Further information on SCORE can be found at SCORE.org. Their website contains more free information for businesses including a unique template gallery which gives businesses templates for business plans, cash flow projection reports, balance sheets, break even analysis reports, cash flow statements, competitive analysis reports, and more. You can also locate the nearest SCORE office via their website.

The SBDCs, SCORE, and the Women’s Business Center all fit into the SBA’s Office of Entrepreneurial Development.