What Small Businesses Should Know About Influencer Selection

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This research was conducted to explain and understand how packaging practices brand voice to develop SMEs and local brands to attract consumer interest. The method in this study uses a qualitative descriptive approach, namely a focused method, involving interpretation and a natural approach to the subject matter. The social settings in the research conducted are micro influencers who contribute to the development of local brands and SMEs and have  carried out brand voice in promotional media. Determination of informants using purposive sampling technique. The theory applied in this study is the Advertising Management Strategy Theory which is reviewed by 2 models  Model and Securities Hierarchy Model) and supported by Brand Voice Theory which acts as a bridge in this research process. The results  of this study are that the development of small businesses in product promotion involves many strategies, one of which is the use of micro influencers. These people have follower...
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America’s Business Contenders The Innovators of Tomorrow

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Think about the most technologically creative corporations of the previous 50 years: Intel, Apple, Google, Facebook, and Twitter. Each one has a Silicon Valley address and has received venture capital funding. Over the previous decade, Silicon Valley has received more than one-third of the nation's venture money, with much of it coming from there. Laura Sydell of NPR's Silicon Valley History series has a story about how venture capital and high tech grew grown together Laura Sydell, byline: When IT entrepreneurs are seeking for money, they can easily end up on University Avenue in downtown Palo Alto, which has clean brick sidewalks and high-end boutiques. William Reichert is a venture capitalist. BILL REICHERT: Within five blocks of here, there are probably 30 to 40 venture capital businesses. In addition, venture capital firms are likely to have backed 30 or 40 fledgling companies.

SYDELL: Reichert is a cofounder of Garage Technology Ventures.

One of his firm's best investments was Pandora, a streaming music service. In this third-floor office, Reichert looks for another winner. REICHERT: Hello, hey. Virginia Klausmeier: Hello. REICHERT: Good to see you. Thank you for coming inside. Klausmeier: Of certainly. MONTAGNE: This is the Silicon Valley ritual: A motivated, youthful entrepreneur approaches a venture investor for funding. KLAUSMEIER: So my name is Virginia Klausmeier. I am Sylvatex's co-founder and CEO. So, we have started a fuel technology company. MONTAGNE: Klausmeier is giving his third presentation to Garage Technology Ventures. She needs more than a million dollars to fund the next phase of her clean diesel fuel. REICHERT: You were planning to make tankers full of your stuff, right? KLAUSMEIER: Yes. SYDELL: Bill Reichert is attempting to decide whether his company should invest in her invention. REICHERT: We see many excellent discoveries, any of which could be economically beneficial. But we're striving to choose the most successful. SYDELL: Reichert has a chance to win big if he makes the correct decisions. He might generate 20 times the returns for himself and his investors. He could discover the next Facebook, Google, or Apple. As difficult as it may be for an entrepreneur like Klausmeier to obtain funding, it was even more difficult before the advent of venture capital. In 1938, Bill Hewlett and David Packard used the bootstrap approach.

They began fiddling in their garage, backed by $500 and an old drill press. It took a long time to develop HP.

The other technique back then was to know the proper people. According to UC Davis Professor Martin Kenney, a venture capital historian, manufacturers such as Henry Ford and Andrew Carnegie solicited funding from friends and business contacts. MARTIN KENNEY: And you'd go to that person, maybe with a business plan, but usually without one, and describe your idea. And, if you were properly socially connected - which was critical - that individual might invest in your nascent company. SYDELL: The big change in how you could fund your business began in Silicon Valley. LESLIE BERLIN: The contemporary venture capital sector, which connects high-tech wits with money, began in the Valley in 1959. SYDELL: Leslie Berlin, Silicon Valley historian. BERLIN: In the late 1950s, there was widespread interest in electronics. They weren't sure how it worked. They had no idea what it did, but they expected it to be a major thing. SYDELL: At the time, the area was beginning to develop a technology sector. William Shockley, co-inventor of the transistor, had his lab here. Stanford University established an Industrial Park, which included buildings for corporations such as Lockheed, GE, and Hewlett-Packard. So three men decided to start a company in Palo Alto. BERLIN: Specifically, with an intention to invest in small technical firms.

SYDELL: The three men were retired World War II generals William Draper and Frederick Anderson, as well as Rowan Gaither, former head of the Ford Foundation.

There was some early venture capital activity on the East Coast, but DG&A pioneered a new type of investment structure that is largely regarded as the predecessor to today's venture capital firms. Here's how it works: venture capitalists seek out fresh companies. VCs connect investors with new firms. The VCs receive a portion of any earnings, and, as part of the agreement, the investors are not accountable for any legal issues at the startup. According to historian Leslie Berlin, Draper, Gaither, and Anderson received a $6 million investment and needed to find a location to put it. BERLIN: People who worked for Draper, Gaither, and Anderson would recall traveling around to little businesses and basically asking, "Do you need any money?" They had a difficult time finding anyone who would take it because it seemed so suspicious. Wait a second. These folks want to simply hand me money? Why? SYDELL: But Draper, Gaither, and Anderson did not perform well. Another Silicon Valley corporation made venture capital the way to go. ARTHUR ROCK: There is no method, that I am aware of, to make as much money as possible in technology short of discovering a gold mine. SYDELL: Arthur Rock co-founded the venture firm Davis and Rock in 1961. The corporation scored big with an investment in Scientific Data Systems, or SDS, one of the first companies to use microchips in computers. Davis and Rock invested around $260,000. Eight years later, Xerox paid nearly $1 billion for SDS. In 1968, Rock raised funds for another new company. Its name was Intel.

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