►
Description
4th Annual Small Business Symposium sponsored by the City of Cupertino, Cupertino Chamber of Commerce, Cupertino Library and the Small Business Development Center.
"Using the Library to Grow Your Business" by Roslyn Donald, HeadLibrarian Cupertino Library.
Recorded on 9/16/2016
A
A
A
In
their
wallet
are
especially
smart
because
they
already
know
that
your
library
card
is
the
smartest
card
in
your
wallet.
So
now
going
to
tell
you
why,
so
the
library
has
quite
a
few
resources
for
for
business
of
for
business
owners
and
people
who
are
interested
in
starting
businesses.
The
library
offers
b2b
contacts,
market
data,
customer
data
and
free
training
on
business
and
office
management
skills.
A
So
the
previous
speaker
was
talking
about.
Do
you
need
a
business
plan
or
not
I'm
sure
he's
very
much
more
qualified
than
I
am
to
speak
to
that.
But
if
you
do
decide,
you
need
to
write
a
business
plan.
The
library
can
be
an
invaluable
resource
for
helping
you
find
the
data.
You
need
to
write
a
convincing
business
plan.
We
can
help
you
find
potential
competitors,
we
can
help.
You
find
potential
customers,
we
can
help.
You
find
demographic
and
consumer
data
for
business
plans.
A
A
A
Let's
say
it's
households
that
make
at
least
three
hundred
thousand
dollars
a
year,
because
otherwise
they
would
be
cheap
and
make
their
own
coffee
at
home,
and
we
also
want
people
who
are
in
their
cars
a
lot.
They
don't
want
to
get
out
of
them
and
people
who
are
caffeine
in
attics.
So
let's
see
what
we
can
find
using
library
resources.
A
A
B
A
Industry
by
area
by
zip
code
by
area
code
by
size
of
business,
either
number
of
employees
or
the
size
of
the
volume
sales
volume
searchable
by
is
this
a
headquarters,
location
or
a
branch
location
searchable?
By
does
it
have
a
female
president
or
not
lots
of
different
criteria
that
you
can
use
to
create
a
list
in
this
database?
And
so,
if
I
was
going
to
open
a
coffee
shop,
the
first
thing
I
would
do
is
say
how.
A
A
B
A
You
can
sit
there
and
do
that.
That's
not
a
very
good
use
of
your
time.
Reference
USA
is
really
best
for
small,
targeted,
direct
mail
campaigns
or
some
basic,
quick
and
dirty
market
research,
but
reference
USA
does
have
a
couple
of
really
neat
tools
that
will
help
you
visualize
the
data
that
you
get
out
of
it.
So
after
I've
done
this
search
on
all
of
my
potential
coffee
shops
in
the
cupertino
area,.
B
A
Could
tear
them
into
a
heat
map?
I
know
it's
kind
of
small
up
there,
but
what
it
does
is
it
takes
all
the
businesses
that
you
found
in
your
list
and
it
plots
that
by
location
and
so
the
red
parts
of
the
map
or
where
there
are
the
most
coffee
shops
and
then
yellow,
is
fewer
coffee
shops
and
then
green
is
the.
A
The
heat
map
to
show
you
where
there
are
other
coffee
shops,
because
probably
you
would
want
to
be
away
from
other
coffee
shops
or
in
an
area
there
are
fewer,
because
then
you
won't
have
as
much
competition
so
reference
USA
will
do
this
for
you
right
online
and
you
can
download
this
graphic
and
put
it
in
your
business
plan.
If
it's
going
to
help,
you
make
your
case
to
the
loan
officer
or
the
investor.
So
that's
one
very
useful
tool.
I
mentioned
that
reference
USA
offers
also
offers
consumer
and
lifestyle
data
I.
A
You
can
go
to
reference
USA's
parent
company
and
buy
a
big
direct
mail
list
and
spend
a
whole
bunch
of
money.
If
you
want
to
that's,
not
really
what
we're
about
at
the
library,
but
what
you
can
do
is
suss
out
the
target
market
in
your
area.
So,
for
example,
I
did
a
list
of
search
online,
cupertino
area
and
households
that
had
made
at
least
three
hundred
thousand
dollars
a
year
and.
A
A
Is
a
great
way
to
do
targeted
small
direct
mail
campaigns?
Let's
say
you
want
to
target
local
offices
to
generate
more
business
within
a
mile
of
your
drive
through.
Let's
say,
you've
already
got
your
drive
through
going
and
you
want
to
hit
those
office
workers
who
are
driving
past
your
coffee
shop.
Every
day
you
can
search
in
reference
to
say
on
a
single
address,
so.
A
A
B
A
B
A
A
A
A
B
A
A
Bowling
is
a
fun
thing
to
do.
You
don't
actually
have
to
bowl.
You
can
just
sit
there
and
hang
out,
but
let's
face
it,
everybody
can
bowl.
At
least
you
can
pick
up
the
ball
and
not
drop
it
on
your
toes,
and
so
we
did
a
list
of
companies
within
10
miles
of
Bel
Mateo
bowl,
and
then
we
limited
that
list
by
size
of
company,
because
there
were
some
very
large
companies
within
that
radius
and
she
didn't
want
to
talk
to
them.
A
Oracle
was
not
going
to
come
to
the
bell
Mateo
bowl
for
its
holiday
party,
but
a
lot
of
smaller
businesses
would
so
he
limited
that
list
by
companies
that
were
between
20
and
50
employees.
So
then
you
get
the
smaller
companies
that
are
a
little
too
big
to
just
go
out
to
dinner,
but
too
small
to
have
the
big
fancy
holiday
party.
So
she
sent
out
flyers
offering
their
holiday
party
package
and
in
hear
from
her
for
a
while,
but.
A
Like
it
was
great,
we
were
booked
every
night
for
holiday
parties.
We
did
some
lunches,
it
just
worked
perfectly.
So
when
you
look
at
reference
USA
and
you
think
about
the
library
I
want
you
to
think
small
targeted
campaigns
or
looking
around
for
potential
competitors
or
potential
be
to
be
partners,
we
can
help
you
do
all
of
that,
all
with
your
library
card
and
a
librarian
to
help
you,
because
this.
A
Not
a
hard
turtle
to
use,
but
there's
a
short
learning
curve
for
it.
It's
not
difficult,
though
we
can
help
you
parse
out
your
information
needs
and
get
you
going
quickly
and
cheaply
with
your
library
card.
The
smartest
card
in
your
wallet
I
have
a
couple
of
other
resources.
I
want
to
talk
about
that
are
not
strictly
business,
but
could
be
very
useful.
The
library
is
all
about
lifelong
learning
and
certainly
as
a
wannabe
entrepreneur
or
even
as
a
established
entrepreneur,
you're
always
learning
new
things.
A
A
You
fall
behind
tree
house
is
a
new
product
for
us.
We've
only
had
it
about
a
year
or
so
it
is
a
video
based
online
learning
tool.
It
is
primarily
focused
on
technology
learning,
so
it
has
courses
on
Java
Ruby
on
JavaScript
on
something
called
flask
I,
don't
even
know
what
that
is,
but
it's
got
a
course
on
it
and
their.
A
Per
day,
that's
fine,
you
watch
a
little
video,
you
take
a
little
quiz
or
they
have
you
work
on
a
little
piece
of
code
and
they
try
to
run
it.
And
then
you
watch
another
video,
so
it's
self-paced
you
can
do
as
little
or
as
much
as
you
can
in
a
given
time.
It's
available
twenty-four-seven
it's
available
anywhere.
You
have
a
computer
and
a
web
connection.
You
probably
want
a
pretty
strong
one,
because
it's
got
a
lot
of
video.
A
It
also
has
a
couple
of
modules
that
are
not
strictly
coding
based,
there's
a
whole
start,
your
small
business
series.
So
if
you
didn't
get
quite
enough
today
or
you
want
some
time
to
think
it
over
and
work
through
at
your
own
pace,
it
has
a
whole
series
of
start.
Your
small
business
modules
that
you
can
work
through.
It
also
has
a
social
media
strategy
course
that
I've
heard
is
very,
very
good.
So
this
again.
A
A
On
entrepreneurship,
a
whole
course
on
marketing,
there's
also
something
on
improving
your
business.
Writing
a
lot
of
patrons
come
into
the
library
and
they
want
something
to
help
them
improve
their
business.
Writing,
especially
if
English
is
not
your
first
language.
This
is
a
source
of
anxiety
for
a
lot
of
people,
and
the
nice
thing
about
Universal
class
is
this
again
is
all
online.
It
evaluates
your
work.
It
gives
you
tips
for
better
business
writing
which
is
so
crucial,
especially
today
with
emailing
and
texting
and
God
knows
wedding,
but
it
also
has
some
very
specific
skills.
A
What
has
a
course
on
accounts
receivable?
It
has
a
course
on
medical
records
billing.
So
if
you're
just
looking
to
brush
up
a
skill
too,
if
you're
applying
for
a
job
somewhere
or
you
or
you
have
an
employee
who
needs
a
quick
reminder
or
refresher
course
in
a
particular
skill
chances
are,
there
is
something
on
universal
class
that
will
help
you
the
other
thing
about
universal
class
that
I
wanted
to
mention.
It
is
not
just
all
business,
it
also
has
a
number
of
courses
for
lifelong
learning
and
has
photography
courses.
A
It
has
a
pet
care
like
dog
and
cat
care
dog
training.
It
has
a
ceramics,
video,
not
really
sure
how
they
do
that,
but
they
do.
It
has
all
kinds
of
different
video
courses
for
all
aspects
of
your
life.
So,
even
if
you're,
not
interested
in
the
business
modules,
I
urge
you
to
check
it
out
to
see
what
else
is
available
there
for
lifelong
learning.
B
A
Available
through
the
library
website,
these
are
primarily
useful
when
you're
writing
a
business
plan,
not
so
much
in
the
everyday
marketing
and
growing
your
business,
but
I
wanted
to
at
least
mention
them.
We
have
a
database
called
business
source
complete.
It
has
SWOT
analyses
of
leading
companies,
it
has
a
lot
of
industry
events,
a
lot
of
industry,
news
and
market
research
reports.
So,
even
though
your
prospective
drive-through
coffee
shop
is
very
small,
so
nationwide
trends
are
going
to
affect
it,
and
this
is
the
place
to
find
it.
A
B
B
A
A
Market
researchers
see
that
there's
going
to
be
a
worldwide
coffee
being
shortage
next
year
and
the
price
of
coffee
beans
is
going
to
triple
that's
going
to
affect
you
too,
in
your
tiny
little
drive-through
coffee
shop.
So
if
you
take
a
look
at
what
Starbucks
sees
as
its
strengths
weaknesses,
opportunities
and
threats,
then
you
can
get
a
sense
of
what's
coming
up
for
your
business
in
the
next
year
or
two.
A
B
A
To
happen,
the
industry
is
going
to
know
about
it.
Maybe
the
trend
makers
are
going
to
tell
us
all
that
coffee
is
out
next
year
and
chai
is
in
maybe
there's
a
new
category
of
hot
drinks
out
there
that
is
coming
down
the
road
and
you
need
to
be
prepared.
You
can
take
advantage
of
these
industry
reports
in
business
source
complete.
B
A
A
A
I
thought,
oh,
my
god,
what
the
hell
kind
of
library
am
I
well
I
did
some
nudging
around
and
finally
I
realized
that
it
was
in
fact
categorized
under
global
hot
drinks,
which
would
not
have
been
my
first
choice,
but
the
moral
this
story
is
librarians
know
how
to
look.
We
know
where
to
look,
and
we
not
like
to
share
we're
very
good
at
that,
and
so
sometimes
it's
better.
Instead
of
spending
your
lifetime
banging.
B
B
A
Good
at
what
we
do,
we've
done
it
before
I'll.
Tell
you
one
more
story
about
that:
I
got
a
call
once
from
another
chamber.
Member
who
said
I
can't
find
this
information
anywhere
you're.
My
last
resort,
I
finally
thought
I
might
as
well
call
you
I
have
nothing
to
lose
and
I
think
great.
That's
what
every
girl
wants
to
hear.
A
B
A
A
B
B
A
A
A
A
A
A
Me
good
stories
to
tell
at
other
business
presentations.
So
if
you
have
any
questions,
I'd
love
to
hear
them.
Oh
one
more
thing
before
you
ask
questions
next
week,
or
in
two
weeks
starting
September
28,
we
are
going
to
be
hosting
a
score
workshop,
starting
your
small
business,
we're
going
to
have
five
workshops
on
five
friday
nights
in
a
row,
sep,
seven
or
28th,
and
all
through
october,
on
different
aspects
of
starting
your
small
business.