Bring new energy to re-launch business

But before you do anything, take a break. It may not be as exotic as the tropics, but this break should be deliberately planned with the expressed purpose of "letting go" of the pressure.

To sustain your interest in continuing the progress of your business, you will want to go back to the normal day-to-day activities that you had early in your business and the period of time that (hopefully) you really enjoyed. To feel comfortable in getting back into that mode, you need closure on the current survival process.

When you are "back," you can take the new energy and move on.

There are a couple of key tasks to successfully re-launching your business.

-One, re-launch with a new look and a new attitude.

-Two, deliberately plan time to periodically check the pulse of your business to make sure it doesn't slide back into trouble.

Now is the time to let everyone know that you are still in business. Make a real splash to develop the thrust to take your company to the next level of progress. If you can find a cost-effective way to create a new image for your company by changing your logo (or even your name) you should consider the possibilities. This is a good time to raise your profile.

Take advantage of every public-relations opportunity that is offered to make your presence felt. Donate prizes to charity events, sponsor a summer youth team, use the trade shows or begin to advertise aggressively.

Stage a large promotion or sales event. Hold an open house with a new, fresh appearance of your business. Do everything you can to bring your company and your capabilities to the attention of existing as well as potential customers.

This is not a different approach to the way you have always run your business — this is a new attitude, a new reason and a new start. Do not hold on to the old way of doing business just because it was "always done that way." On the other hand, don't throw out a great practice just because you are starting over. Make deliberate, concerted moves to re-launch the visibility of your company.

Jimmie Wilkins is the director of the Chemeketa Small Business Development Center. The Small-Business Adviser column is produced by the center and appears each Tuesday. Questions can be faxed to (503) 581-6017, e-mailed to This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or phoned in to (503) 399-5088.