As I may have mentioned I am in the process of looking for money making opportunities on the web and somehow I have stumbled across a web site that latched onto my e-mail address and started sending me e-mails about the wonderful offer to join and make lots of money with their multi-level marketing program. I have since been studying multi level marketing or MLM and been trying to learn some of the basics as well as some of the language. It seems to come with its own set of dialect and you really need to understand it if you are contemplating entering the world of MLM. Also, I found some common themes to look out for if you are considering becoming a participant. Some of these criteria will eliminate many MLM plans before you get to involved and so that you don’t waste too much time yourself, I will share on these pages some of what I have found.
First of all my fast and friendly rules or rather questions for evaluation:
Is this a legitimate business opportunity? Having an accounting and business background the first thing I try to do is evaluate whether or not this is a viable business. All business is based on selling goods and/or services to a customer that has a need for those goods and/or services. If you are able to provide those goods and/or services to your customer at an agreed upon price you have a business. If not then you have something else.
If there is even anything remotely illegal or shady then walk away. If you are presented with a clever way of doing something to avoid taxes or protect assets in a questionable way or you are obtaining goods through other than normal channels then avoid it. There are many legal ways of making money and you want to be honest in all your dealings with your fellow man.
With that said, be fair in your evaluations. If you don’t understand a business you are looking at then keep asking questions until you do or decide right there and then that this is not for you and move on. Just because you don’t understand a business concept/plan/product does not make it illegal. Nor does a bad business plan and an overpriced product make it a scam or a pyramid scheme though because of misunderstandings and the way it is operated it might appear so. The label of scam is thrown out too easily by the many people who got involved in something that they didn’t understand. They didn’t realize just exactly what it was they were getting involved in especially in MLM type businesses generally no one was there to correct the misunderstanding.
That brings up another thing to look at, namely the people you will be dealing with, from the company itself to the network of dealers and representatives you will interface with on a regular basis. Is there integrity there and can you trust them? Can they and will they act as a support group to help you through the lean tough times that will creep up? Are they knowledgeable and are they willing to share that knowledge freely? Is there a mentor that you can look to for advice, counsel, and encouragement?
The next question then for me is to look at the product itself and ask ‘Is this something I would buy as a consumer and would I be willing to pay full retail for it?’ Notice that this is a two level question and both parts must be answered honestly. There are many products out there that I would love to enjoy but am unwilling to pay the exorbitant amounts required either on a one time or regular basis without a great change in my personal financial dynamics. (Sorry Bentley but I am staying with the Honda for now.) There are also many items that I would not be fond of whatever the price (with certain “music artist’s” that come to mind). The product has to be one that I believe in and be proud enough to let others know that I am a part of. Without that, how will you ever be able to share it with others and grow your business?
This brings up many other sub questions that relate to any business you might be contemplating a purchase of or participation in be it an MLM, a franchise, an existing business, or stock in a corporation. What does the business do? Who are the customers (demographics)? What is the business plan/model/process, in other words how do you work the business to make the business work? For an existing business or franchise the operations of the business should be pre defined with a successful method that can be easily replicated; that is how you have places like McDonalds.
Also in that light, what competition is there? Are there many others that are selling alternative products? What advantages/disadvantages does this product have compared to other products? How does it compare on price/quality/value? How informed is the consumer? Will you have to compete with others that are selling the same product, in other words, what is your territory and do you have any exclusive rights or will you have to share? In our world of information modern society has loaded us up with alternative solutions and competitive pricing. How will the product stack up, not only today but tomorrow?
We all have certain skills/knowledge that can be applied in the building of a business and we all lack certain skills/knowledge that will make the going harder at times than at others. Do we have the commitment and/or resources to obtain the skills/knowledge ourselves and do we have sources available to obtain them as needed? Are you willing to look for them when they are needed? An honest evaluation of yourself is need here to determine if you have what it takes to take on this business and if not do you have what it takes to obtain it. Are you willing to put forth the effort to obtain the reward?
Notice now please that I have come quite a long way before mentioning the one thing most business is based on and most MLMs are sold on and that is the money you can make. Theoretically, the amount of money any business can make is unlimited or relatively so as a business can be grown, expanded, merged, and so on into whatever you decide to create. Realistically, there are obstacles that must be overcome all along the way and how you deal with these will in large part determine your success…or failure. But eventually everyone wants to know, “what’s in it for me?”, and they should. Is this effort going to be worthwhile? What can I “reasonably” expect to take away from all of this? What will be the realistic expectations for my return on investment?
Unfortunately this is where most sales pitches for businesses start and sadly where most businesses end. It is easy to get the emotional glands charged up with talk of grandeur and have you salivating about mansions, hot cars, second homes, yachts and living like the stars on TV, because that is what fuels the fire in many of these businesses. Once your eyes glaze over and you are dreaming in lala land you are less likely to pay attention to the reality of the numbers. The accountant in me is always trying to look at the numbers, trying to make sense of what is being presented, and even if the simple math is correct (and many times it isn’t) are the numbers that are being used an accurate realistic portrayal of fact or are they a work of idealistic fiction? If the numbers are valid and the math is good, what is the timeframe for which they are referencing? It is easy to make a million dollars, for one it might take a year and for another it might take a lifetime, but it can be done.
Remember that you are evaluating a return on investment which should have you asking “what are the costs?” Look at all the costs, those for product, those to join, those to recruit, those to market, and those for daily operations and then ask yourself “will I have enough revenue to cover those costs and still have something leftover for me?” It is important in any scenario to have something leftover for me, and with proper money management you should. Proper money management with the aid of a legitimate business opportunity should be able to lead you down the path that will make the houses, and cars, and trips a real possibility.
Even the traditional job will get you there with proper money management but most of us are looking for a way of getting there that is a little more productive and exciting that the traditional job route hence the search for alternatives.
There is a lot to consider before putting up your hard earned money and making the commitment that goes into these decisions. Many do so on impulse without full understanding and therefore many suffer the consequences of their actions impacting those around them as they go. That is also part of the reason for the high turnover rates seen in MLM.
Many will join in the heat of the moment or for the sake of a close relative or friend without any intention of making a go of it. Many don’t understand that there is work involved and an effort of time and stepping outside their comfort zone all the things they weren’t counting on when they had the fast cars and trips dancing in their heads. Frustration then sets in as they look out the window and don’t see the fancy new sports car sitting in the driveway while the write another check for yet another box of product that they don’t even use. Then they think of the one that talked them into this in the first place and can’t remember when the last time was that they last talked and they tell themselves that it is no big loss.
I have seen this happen to friends and strangers and want to learn from the mistakes, and as always try to pass these things on to you. As I look at some of these things I run across I will share with you what I see and we will all grow wiser. Look for further entries on specific examples as I continue my search.
This is Ed Nef with a view from the Farr West.
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