Chris Fralic | The art of the email introduction from Startup School TV on Vimeo.

This lecture is based around an excellent blog post on the subject that Fralic did for TechCrunch, which you can read here.

Be sure to also check out our insightful and inspiring Q&A with Brightmap/Ultra Light startups head Graham Lawlor here.

We at Sunshine have been excited about the launch of Brightmap for a while, as it serves an exciting and needed purpose in the landscape of social tools–to network businesses to one another. Launched by Ultra Light Startups’ Graham Lawlor, Brightmap is, company by company, connecting businesses, services and vendors in important and revolutionary ways.

On Tuesday June 8th, during Internet Week, Ultra Light Startups and Brightmap are hosting a discussion on “Social Networking Your Business”. Featuring Sunshine’s own Cheni Yerushalmi and one of our resident Shiners Sabir Semerkant, this event is an opportunity for entrepreneurs to learn how to unleash the power social tools like Brightmap truly hold for their businesses. We asked event coordinator and Brightmap/Ultra Light Startups’ own Graham Lawlor a few questions about his history in business, his work as an entrepreneur and the future of social media for small businesses.

Sunshine: What’s your history in business and interest in small businesses?

Graham Lawlor: I think my first business started when I was 3 years old.  I took kindling wood my father had chopped for the fireplace and offered it to our next door neighbor for ten dollars a bundle.  They offered ten cents and I immediately accepted.  It’s much easier to move down in price than to move up, I always say!
After various lemonaid stands, paper routes, and car washes, my first profitable business after college was in real estate.  I was living in Chicago, moving apartments, and met a real estate broker.  He kept showing me apartments in all these identical 3-unit buildings in a rough area of town.  In places they were literally building for of these right next to each other on one side of the street and another four on the other side simultaneously.  I inquired about the economics of the building and the broker offered to sell me one on the spot.  I bought it with a partner, my live savings, and lots of leverage.  It turned out to be a good idea, as I lived in it free and it’s been profitable from day one.  I still own it and my equity has multiplied many times, even after the current real estate bust.  Later I invested in several other real estate developments, all with good returns, until I moved to New York and sold everything except the first building, which is still going strong with my partner managing it.

Sunshine: As a kid, what did you want to be when you grew up?

GL: I recall wanting to be an underwater welder at one time.  I took a welding class in high school and made the strongest weld in the history of the school (they kept track).  I heard welding underwater sounded crazy yet fun.

Sunshine: How did the project that began as Techo ecosystems and is now Brightmap come to be?

GL: I call it a spinoff of my other project, Ultra Light Startups.  Ultra Light Startups is a networking group for technology entrepreneurs that has been going for almost two years.  In that time I know dozens of business deals that have taken place there.  Mainly between startups and professional service providers – lawyers, accountants, web developers, designers, PR firms, media firms, etc.  The ’social directory of companies’ concept was initially a feature of a new Ultra Light Startups website that I was designing.  It was a way for members of Ultra Light Startups to connect and collaborate online.  After many rounds of design, usability testing, and redesign, I came to realize the directory was its own product, that would live separately, outside of Ultra Light Startups.  In many ways, BrightMap and Ultra Light Startups are the same business just done in different ways.  They both connect businesses, but one does it at in-person events while the other does it online.  There are many synergies between the two and I uncover more every day.

Sunshine: how do you envision Brightmap helping small businesses, specifically?

GL: Think of two categories of companies that might use BrightMap – B2B companies and B2C companies.  B2B companies are lawyers, accountants, web designers, PR firms, recruiters, office space providers, etc.  They all sell to businesses.  Then B2C companies buy products and services from the B2B companies (and B2B companies also buy from other B2B companies).  BrightMap will make it easier for consumers of B2B services to find the right providers and it will make it easier to vet these providers through references and personal connections.  And it will make it easier for B2B service providers to market themselves and demonstrate their skills, client lists, and references.  Finding the right providers is critical to any business’s success, and BrightMap will make that much easier.

Tickets are on sale now for “Social Networking Your Small Business”.

To check out some more pictures you can view the photo album here.

Resource #1:  Meetup.com

Meetup.com is a website that enables you to connect with others based on your common interests. If you are not already searching for relevant networking events on Meetup.com, you are missing out  huge networking potential.  The number of meetups available on any topic is mind blowing. It makes it so easy to find local professionals to connect with.  Every member of each meetup has a profile page where you can describe what you do and who you are looking to connect with.  Since everyone attending the meetup is local, you should be able to make solid contacts.

Attending these meetups is a fantastic way to meet people who have similar interests, whether business related or personal.  This is a great way to start getting to know people in your industry, discuss and exchange ideas.  Attending meetups regularly can dramatically help you increase your contact base as well as gain exposure for your brand.

Some meetups are more organized than others. Check the reviews of a meeetup to see what prior attendees thought of the event.  Most meetups are free, while others cost a few dollars.  Regardless, it is up to you to determine if the time is being well spent.

Resource #2: Industry Trade Shows

Based on what industry you are in and where you are located, you may be able to do some fantastic networking at trade shows.  These shows will usually have educational sessions in addition to networking events.  Unlike meetups, trade shows tend to stretch over multiple days.  Trade shows will often cost a reasonable amount of money to attend.  While these are often stellar networking resources, the value of the event comes down to how active you participate.  If you choose to attend a show, make sure that you are doing the best you can to maximize your time.  Attend sessions that will provide quality, actionable information.  The rest of the time should be spent networking with colleagues in the industry.

Resource #3:  Shared Office Space

Shared office space is a very new and interesting approach to networking. An essential feature of a community office space is the daily interaction with other people who are working to build their own business.  You have the ability to meet people who have knowledge of all different facets of running a small business.  You may or may not attain new clients from your office, but the education opportunity makes it worth it.  Sunshine is just one of many providers who offer this type of solution.  Check what type of shared offices are available in your area.  Go on a tour of the location and check out the vibe of the space.  If you feel comfortable with it, go for it.

With each of the three networking opportunities above, the value of each will always depend on how well you are using your time.  Make sure to evaluate our post on Tuesday that covered 3 Crucial Networking Mistakes.

Your intrepid Sunshine softball team reporter was a little worried about the team’s prospects for last Friday’s game 2 after running into powerhouse hitter Jenny Alcebo in the NoHo office an hour before game-time and finding out she wouldn’t be suiting up due to what can only be deemed a brain fart. “I have to babysit tonight,” Alcebo said unapologetically. “I totally forgot there was a softball game.” If this dedication to the team was contagious, the Shiners would surely be in trouble. I hopped in a cab with Adrian the phone man, slick fielding shortstop Tony and Sarah the self-proclaimed “PocketAsian’ (so says the back of her jersey) making it to the field on 28th and 10 with 20 minutes to spare before first pitch.

The Shiners fell behind 7-0 in the first inning behind a TERRIBLE performance by Bill Mailler who found it hard to concentrate on pitching because he was fixated with trying to hit home runs over the short fences in the outfield. Not to worry, though, he left that up to the batters of the opposing team who treated his pitches like the meatballs they were and sent many of them sailing over the fence and to the soup kitchen on the next block where grateful patrons enjoyed them with their spaghetti dinner.
Shners made out after out without getting on base until yours truly reached on a mighty swing that led to a ball that rolled about 12 feet, good enough for a single and an error that allowed me to take second. This did give team Shiner momentum and led to 3 runs, cutting the score to 7-3. Our evil opponents continued to feast on our pitching, however, stretching the lead to 11-3. Things would have been really bad if team captain Caitlin McConnell hadn’t shown up with a case of Coors Light to ease the pain. McConnell- whose skills on the field would never be confused with those of Jenny Alcebo’s unathletic cat, was MVP by simply deciding to not take the weekend roadtrip upstate that had been on her agenda. Said McConnell, “I had this trip planned for months but realized no one else on the team was capable of buying and carrying beer like me so I cancelled it.” McConnell, who was stationed at catcher for a few innings, received tips on how to squat from the umpire during the game, but inexplicably seemed to get worse at is as the game went on.
Wild-eyed reliever Rob came in focused to relieve Mailler in the third and mowed down a bunch of the scared opponents to give the Shiners at least a chance to come back. Things looked bleak in the 3rd inning, though, when Shiner 3rd Basemen Ricky made an amazing play on a grounder to keep the runners on base and then threw to first to try to get the runner. What happened next is still a mystery. “I threw to what I thought was our first basemen, that Smith character, but he was actually standing in the outfield,” a confused Ricky said. “I threw kind of near him but not quite because when I threw he wasn’t looking at me but instead I think he was talking to a butterfly he had captured.” The ball rolled slick-fielding Jade in right field who scooped it up and threw it in to keep the runner from advancing past second.

As the light quickly disappeared and seeing the ball became impossible, Smith and Tony feigned injuries so they wouldn’t become Shiners with shiners, and spent their time on the bench pounding Coors Light and making bets as to which teammate would get hit in the head first with the softball. Comical plays included Larry’s dive and miss for a ball in the outfield, Mailler’s drop of an easy pop-up and amazing catch by Brianna in which her cheering cost the team a potential double play but was a great play nonetheless. Other great plays included game-saving catches by Troy in the outfield and steady glove work by Brianna, Jade and Tony.
As the beer continued to go down in rapid fashion the Shiners kept getting closer. An amazing double play in the sixth inning in which Mailler threw to first basemen Nick who stuck his glove up as high as he could in the dark to keep the score tight and end a rally by the Evil doers Sunshine faced. Said Nick, “I was annoyed at some other players on the team who bailed playing the field because THEY didn’t want to get hit in the face and left me out there in the dark to get hit in the face. Luckily I didn’t get hit in the face and caught the ball.”

The Shiners came up in the bottom half of the 6th and the hits and runs kept coming until a funny thing happened- we took the lead 14-13! The bench erupted and Shiners could almost taste another victory.
Rob continued to mow down batters but in the 7th he gave up the tying run and then loaded the bases with two outs and faced the toughest batter on the other team. To give you an idea of how good this guy was, one of the balls he hit off Mailler earlier in the game is still traveling and NASA has given it a name and is following it’s orbit. Rob worked the count full and with Shiners holding their collective breath, struck out the Babe Ruth of casual corporate league softball!

In the bottom of the 7th, Mailler and Rob led off with singles before always consistent Kondo (who left his glove at the last game FYI in case anyone happens to find it) smashed a double that brought in Rob and gave the team an amazing 15-14 comeback win! A pile-up at homeplate ensued and the Shiners headed straight to the bar (after a celebratory shot of Patron of course) for a night of revelry and the occasional pizza slice. Will the Shiners ever lose? Probably, but if you don’t read the weekly review, you will never know. Stay tuned for this Thursday’s game 3’s match-up in hipster hotbed Williamsburg!

Networking is without a doubt one of the most critical parts of growing a fledgling business. Before we cover where to find networking opportunities, both in person and online, let’s look at some of the most common issues business owners have when they attend networking events.

Mistake #1: Being Shy:

When you attend a networking event, the last thing you want to happen is you arrive at the event and don’t approach people. The first thing to keep in mind to overcome shyness at a networking event is that everyone at the event should have something in common. For example, if you are at an industry trade show, everyone else attending will have some knowledge about the industry that you are discussing. The easiest way to start networking is to simply approach someone and introduce yourself. Many networking events will issue name badges to help make people easier to approach, but even if they don’t, introducing yourself is the easiest way to start a conversation with someone. From there simply begin to discuss the subject of the networking event. You should find yourself engaged in relevant conversation in no time.

Another great way to overcome the fear of having to approach random people at an event is to attempt to connect with people before hand, if possible. For example, if you are attending a networking event that you found on Meetup.com, the event page will list who is attending and any bio that they have published about themselves. From here, you have the ability to connect with each person who you feel you would like to meet with. Sending them a quick message expressing a desire to meet at the event will put you on your way to having your first contact.

Mistake #2: Pushing Your Product

Author David Meerman Scott says: “Nobody cares about your product (except for you.)” It is existential that you keep this in mind while you are networking. Your goal shouldn’t be to sell your product or service at the event. Rather, discuss what you do and the problems it solves. Be confident in what you offer and how it helps. Engage others in conversation about what you have in common.

If you are talking to someone who you think is a good fit the solution that your brand offers, make sure to leave a positive impact on that person. The most simple way to leave a positive impact on someone you’re interested in working with is to show a sincere interest in their venture. Ask them questions about their company and demonstrate that you are legitimately interested in what they do. Get their contact information and follow up from there.

Mistake #3: Not Having an Open Mind

This is a lesson that I have learned from experience. People you meet with may not always have the same beliefs that you do.  Just because someone you met disagrees with you on a certain topic doesn’t mean either of you are correct. Discuss why you feel the way you do about the topic and ask why they disagree. The beauty of this is you may realize an entirely new perspective to a problem that you wouldn’t have otherwise seen. Remember, you are not necessarily trying to win the person over to your school or thought, but rather trying to understand their perspective on the issue.

We want to hear from YOU! What networking mistakes have you learned from in the past? Is there something that people do at networking events that drives you crazy? Tell us in the comments!

The common perception of networking is people in an industry getting together and building relationships within that industry, whether to explore future business development opportunities or increase employment options. The ability to concentrate within an industry is a luxury that small businesses can’t afford. We’ve already discussed how running a small business requires wearing many hats, your networking needs to reflect this reality.

Networking for small businesses needs to take into account the fact that the more you can focus your employees on what they’re good at, the more efficient the company will run. To do so, you need to outsource the aspects of your business you don’t excel at to people who do. Work on finding the accountant that will trade doing your taxes for a steady stream of your delicious oatmeal cookies and the developer who builds your website in exchange for legal services. Those relationships will free up your time to concentrate on the things you’re passionate about, creating a more efficient business.

“I think that you have to have that ‘itch’ that you can never finish scratching. I think you have to notice opportunity and you have to be hungry because people’s biggest fear is change. That everybody’s not set out to be an entrepreneur? I agree with that. If you’re too content with your life, and you don’t have anything to reach for or you’re afraid (for better or worse) of change? Then you’re probably not meant to be an entrepreneur. The people around here, and there’s thousands of them. They all have one thing in common. They’re all hungry. You could see it in their eyes. Between all these entrepreneurs, I think you can tell very quickly on a person that they are constantly looking for opportunities.”

Be sure to read the whole interview here.