=20

City=E2=80=99s small businesses get creative to make it through = downturn

BY ELIZABETH LAZAROWITZ
DAILY NEWS BUSINESS WRITER =

Monday, April 28th 2008, 4:00 AM

=20

Small retailers struggling to move = inventory are=20 increasingly reluctant to take on new products, hurting other small=20 businesses.

= Handschuh/News=20

Robin Stein (r.), business partner Jennifer = Gilbert=20 and her son Saxton in a PortaMEe carrier.

=20

For the city's 220,000 small businesses, facing down economic = uncertainty=20 before it begins to take a large toll on sales and profits can be key to = surviving and even thriving during a downturn.

It may seem obvious to some longtime business managers, but "the most = important thing is to prepare," said John Miller, = the U.S.=20 Small Business Administration's acting deputy director. "Don't wait = until it=20 happens - if it happens."

Many experts predict it's less a matter of if the impact of the = national=20 credit crunch and mortgage troubles hits the city, than of when and how=20 hard.

While the city has largely managed to sidestep the serious financial = woes=20 plaguing other parts of the country, Wall Street's = workforce=20 ticked lower in March, meaning that finance, the city's main economic = engine, is=20 showing cracks, said Jason Bram, an = economist=20 at the Federal=20 Reserve Bank of New York.

"The fact that that's turning down is probably not a good omen," he = said.

Tougher economic times mean tough decisions. They can be wrenching = for=20 close-knit small businesses, which employ half of the city's private = sector=20 workforce.

Business has been steady at Nancy = Goshow's Manhattan=20 architectural firm, due in part to contracts with public-sector = institutions,=20 such as city office buildings and schools, and an emphasis on = increasingly=20 popular environmentally friendly construction.

Still, she decided recently to cut three part-time spots. "We had too = many=20 people, and we weren't being efficient," said Goshow, who has a staff of = 35.

"When things go bad on Wall Street, it effects all of us. We have to = be=20 looking at everything we're doing all the time now," she said.

Careful scrutiny of a business' cash flow is more important than ever = when=20 customers are harder to come by, said David = Giannetto, a=20 director at consulting firm J.H. Cohn. "You = have to=20 really understand the specifics of what's driving your revenue so you = can cut=20 intelligently."

While trimming unnecessary costs always is a good idea, small = businesses need=20 to think beyond primary expenses like salaries or raw materials and = consider=20 items such as utility bills, interest on loans and even trash disposal, = he=20 said.

Don't be afraid to approach vendors, suppliers or lenders and bargain = for=20 lower fees, Giannetto said. "Everyone else is going through tough times, = too,"=20 meaning they may be willing to cut prices in order to keep a customer. = "In a=20 downturn, all these things become negotiable."

Offering targeted, strategic discounts is important to building = customer=20 loyalty and moving merchandise, even if it dents profits a little, said = Martin = Lehman, a=20 former retail chain owner and a counselor at SCORE, which works with the = Small=20 Business Administration. "It's still cash flow," he said. "This is part = of the=20 game."

Making sure customers pay on a timely basis is essential, even if = your usual=20 tendency is to give them a break, Miller said. "Get on top of your = accounts=20 receivable, because you don't know if that business is still going to be = in=20 business with an economic downturn."

A downturn may actually be the best time to retrench and, if = possible,=20 grow.

After the tech bubble burst in 2000, midtown-based Infinity Info = Systems CEO Yacov=20 Wrocherinsky had to cut nearly a third of the 22 workers at his = business=20 technology company. But through 2001, he poured time and money into = training,=20 brought in outside speakers and coaches, and arranged meetings with key=20 clients.

"We decided we were going to focus on our customers, and we were = going to=20 focus on expansion," Wrocherinsky said.

It paid off: By 2002, Infinity was hiring again and bought a = competing=20 company. It now has 75 employees and revenues of about $18 million.

As competitors struggle, companies should try to ramp up their = advertising=20 and marketing efforts in hopes of capturing customers, experts said. = Thinking=20 creatively about finding new streams of revenue doesn't hurt, = either.

When New Yorkers Robin Stein and Jennifer = Gilbert=20 launched their line of PortaMEe ergonomic baby carriers in fall 2006, = they had=20 early success getting their products into big retailers like N= eiman=20 Marcus and rang up 2007 sales of $400,000.

But smaller, independent retailers, already struggling to move the = inventory=20 they had, were increasingly reluctant to take on a new item, especially = one=20 selling for $178.

"We had to sit down and come up with an additional angle to grow," = Stein=20 said.

That, they decided, was to approach potential buyers abroad, since = the=20 dollar's weakness gives many companies based outside America an = automatic=20 discount on U.S.-produced goods. They're now in talks with two big = British=20 retailers.

"We're focusing on overseas sales, and it was never in our strategy = to do=20 that so early," she said.

elazarowitz@nydailynews.com

Previous Page Next=20 Page 12

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