On Your Own

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1. Save all correspondence and a copy of the ad to which you responded and turn it over to your local postmaster for possible investigation. In order to put a stop to a dishonest scheme, there must be evidence that the advertiser cheated you and others deliberately.

2. Complain (loudly) to the publisher of any magazine, newspaper, or other publication which carried an advertisement for the scheme that cheated you.

3. Tell the Better Business Bureau and other consumer protection agencies about what happened so they can make a record of what happened to you.

Beginning a Small Business

Going into business for yourself is the American dream. It can be thought of as a salvation, a challenge, a last resort, a duty, or a great opportunity, and it can be the best move you'll ever make or a tragic mistake. The fact of the matter is that while some small businesses move on to fame and fortune, most of them fail. And many of the failures could have been predicted from the very beginning. Starting a business is always a gamble, but there are predictable factors to consider and practical steps to take if you want to strike out on your own. No one of these factors is decisive, and if you're a real entrepreneur, you'll probably want to break some of the rules. But never forget that you can't do too much advance planning. And if you plan on breaking too many of the rules, they may break you in the long run.

Here are five factors that will make a difference in the success or failure of your business.

1. ADVICE: The first thing you're going to need is advice from a variety of sources. Your best initial source is the public library, where you will find books on starting and operating a small business. These books can give you a solid background in what's really involved in making a business work.

The Small Business Administration is an excellent clearinghouse for information on small businesses. They publish a wide range of pamphlets and booklets that are invaluable references for the beginner. Their "Checklist for Going Into Business" outlines basic considerations for people thinking about starting their own businesses. Write to the SBA and ask them for a list of their pamphlets. Indicate what particular business you have in mind, as some of their materials are geared to specific businesses.

Right at the start, you should get both a lawyer and an accountant to give you advice on your business. Legal technicalities can snarl the best-laid business plan unless they're recognized and resolved at the outset. Contact your local government and the board of health for details of zoning and health regulations. You will want the services of an accountant to get the books in order or you will be in big trouble at tax time. You will have to be familiar with the effects of taxes on your business and the tax advantages of certain types of businesses. Remember that the government is a silent partner in any business.

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