Whether you are a seasoned small business owner with questions about expanding or a would-be entrepreneur with an idea and a dream, Anastasia Jackson stands ready to help with all the tools needed to take your business to the next level.
Jackson is the Kent County Regional Business Manager for the Delaware Division of Small Business, and statewide coordinator for the Division’s Delaware on Main Street Program. But before that, she was the owner of “Cookie’s Paper Petals,” a paper flower shop in Milford once featured on “Good Morning America.” Although she unexpectedly had to close her store, she brings that experience and perspective to the business owners she works with.
“It was an opportunity for me to learn as a business owner what it takes and to use that in this role to effectively help business owners,” she said. “I tell them, ‘Hey, I’ve been there.’”
Jackson recently answered questions about the opportunities available to small business owners in Delaware.
Anastasia, you understand what it’s like to be someone with an idea for a unique business. What’s the first thing that “hope-to-be” business owners should do?
I always tell people, before anything happens you really need to do your homework on your specific industry. This is your starting point. So, if I want to open up a bakery, I’m going to learn what it takes to be the best bakery in my area.
That means looking at what’s popular around me as well as potential locations and things I should be thinking about for my business. Does it make sense for my bakery to be next to a gym or should my bakery be next to a wedding boutique or floral shop? Those are important things to think about. If I’m a customer going to get flowers to celebrate a birthday, I may also want to go in and get a cake. But if I go to a gym, the last thing I want to do is go to a bakery. Larger companies get a feasibility study, but smaller mom-and-pop shops don’t have all that. You have to do the footwork yourself.
Given all the long hours that small business owners put in, why do most businesses fail in the first five years?
There are so many reasons that a business might fail, but in a lot of cases the problems stem from a lack of planning. When you start planning your business before you open it, you start to see issues that can happen long before you have your first customer.
When business owners come to me with an idea, I would never say, ‘Oh, your business isn’t going to succeed’ or ‘That’s a weird idea.’ I mean, I had a business making paper flowers! So, I am here to help you make it work. I love to take the impossible and make it possible.
That’s why we tell people to talk to us. The Division of Small Business will talk to people about their ideas and then help them determine their next steps. We can help with creating business plans or connect you with our partners like the Small Business Development Center for advising. And it’s all free.
Lastly, sign up for our weekly newsletter on our website at business.delaware.gov, and start learning about the funding and training resources available to you. Follow us on social media for more tips.
This is great advice. What other steps do they need to take?
Don’t be afraid to talk with your competitors. Be intentional about getting in a network. That way if something happens or you’re short on a certain supply, you may know someone with an answer.
anastasia jackson
Once you’ve done the research and footwork, put it in writing. Incorporate feedback from people in the community and soon you’re creating a business plan to show that this business is going to be sustainable.
Once you start, don’t stop working on that business plan. As seasons evolve, the economy changes, and trends fade, your business is going to change, too.
Above anything else, you need a state of Delaware business license. We’ll show you where to get it. The city or county where your business is (or will be) located may also require a license, but the state license is a must. Next, you may need to connect with other state agencies for permits if you are working with food (Public Health), environmental issues (DNREC) or road infrastructure (DelDOT). We can help with those connections as well.
What is something that many business owners do first that they shouldn’t?
The first thing I want to let future business owners know is NOT to Google “how do I start my business” because if you do that, you will see answers that will not help you reach your goals.
Another thing people do is get their LLC before they’ve even started a business. And I think, ‘Why?’ If you do it too early you may end up paying franchise taxes before you’re taking any money in! Not all businesses even need an LLC. But they see it on Instagram or TikTok and they think that’s what they are supposed to do. Instead, think locally. Like I said earlier, the state of Delaware has created an economic development office called the Delaware Division of Small Business. We exist to help your business – one that is already in existence or the future businesses that you’re looking to create. I serve Kent County, but we have Business Managers for NCCo and Sussex County too.
You’ve shared so much good information. What’s one last thing you want future business owners to know that they might not know right now?
I’ll give you three. One, there are free tools that you can use from our website to help with that preparation I was talking about. One is called SizeUp Delaware, and it’s a business data analytics tool. It can help with finding your customer base and also show you how much that bakery in a specific area made last year. It’s really an amazing tool free to anyone that wants to access it.
Secondly, don’t be afraid to talk with your competitors. During the pandemic, people in the restaurant industry worked closer together to deal with supply chain and other issues. That is still a good idea today. Be intentional about getting in a network. That way if something happens or you’re short on a certain supply, you may know someone with an answer.
Third, keep in touch with your business manager at the Division of Small Business. We can help you troubleshoot issues as they arise, and help you get answers to questions when you don’t know where else to go!
