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Description
The first annual Cupertino Small Business Symposium was held Friday, July 19, 2013 at the Quinlan Community Center. The annual event is designed to help small businesses in Cupertino achieve their specific goals. In the first workshop, Silicon Valley SBDC's Alvaro Sanchez describes the "Basics of Starting Your Own Business."
A
Good
morning,
ladies
and
gentlemen,
good
morning
good
morning
and
welcome
to
our
small
business
symposium,
my
name
is
Angela
sway.
I
am
the
economic
development
manager
for
the
city
of
Cupertino
and
I'm
really
excited
to
see
all
of
you
here
to
participate
in
our
different
workshops
and
sessions
and
really
to
be
able
to
take
away
some
resource
and
to
end
tools
that
will
help
you
grow
your
business
or,
if
you
haven't
yet
made
that
leap,
maybe
decide
until
start
your
own
business.
B
Well,
thank
you.
So
most
people
think
I'm
here
for
the
event,
but
I'm
actually
really
here
for
the
pastries
out
there.
Janice
Janice
does
a
great
job.
So
now
I
am
happy
to
kick
this
off
and
you
know
a
lot
of
people
obviously
associate
Cupertino
with
our
large
companies
in
particular
one
big
one.
That's
that's
wants
to
establish
an
even
bigger
presence
in
cupertino,
but
it
really
is
that
the
small
businesses
that
make
up
not
just
the
economic
vitality
but
the
overall
quality
of
life
I
mean
that's
really
what
it's
all
about.
B
I
mean
I
mean
it's
nice.
You
know
to
have
a
big
apple
campus,
but
people
aren't
spending
a
lot
of
time.
In
fact,
you
can't
even
go
in
there,
so
it
sits
the
small
businesses
that
really
support
what
people
want
to
do.
They
want
to
shop,
they
want
to
eat,
they
want
to
get
their
services
done.
They
want
to
do
that
locally
because
it's
easier
for
them
and
it's
better
for
the
environment,
because
they
don't
have
to
commute
and
everything.
So
it's
a
very
important
part
of
the
city
of
Cupertino.
B
Sometimes
we
may
not
think
that,
but
the
council
is
very
business
friendly
and
we
have
a
new
economic
development
manager
here
in
Angela
that
we've
hi,
with
with
a
particular
focus
on
small
business
and
that's
very
important,
and
as
part
of
that,
as
you
see
today,
we
partner
with
the
Chamber
of
Commerce
that
partnerships
very
important.
We
try
to
have
the
chamber
engaged
in
when
we
are
making
decisions
that
could
potentially
affect
businesses
either
a
positive
or
negative
way.
B
We
always
run
that
by
the
chamber
to
make
sure
that
that
we
get
that
voice
in
there.
We
did
that
with
our
plastic
bag
ordinance
and
while
we
still
put
in
that
the
banning
of
plastic
bags,
there
were
several
things
in
there
that
we
heard
from
businesses
and
and
a
chamber
through
the
chamber
that
we
were
able
to
incorporate
to
make
it
less
owner,
asan,
small
business,
so
Angeles.
Your
key
contact
for
all
that
and
and
your
chamber
of
commerce
is
very
important.
B
C
C
My
passion
around
the
chamber
is
just
that
where
I
was
in
a
meeting
a
couple
weeks
ago
with
some
of
our
larger
corporations
here
in
town
and
the
dialogue
kind
of
went
like
this,
where
I
said
you
know,
the
big
companies
need
us
when
they
need
us.
You
know
whenever
they
have
an
issue
or
a
problem
or
need
an
advocate.
Yeah,
that's
what
the
Chamber's
here
to
be,
but
the
small
businesses
they
need
us
every
day.
You
know
being
able
to
provide
resources
being
able
to
be
a
place
where
you
can
go
to
get
answers.
C
You
know,
there's
so
many
different
things
that
face
small
businesses
and-
and
all
of
you
guys
get
that
that's.
Why
you're,
here
today
and
I'm
very
thankful
that
you
guys
are
here
but
providing
those
answers
and
providing
those
resources
is
really
what
the
chamber
wants
to
do?
That's
who
we
want
to
be,
and
so
you
know
these
type
of
events
and
being
able
to
partner
with
the
city
on
not
only
best
like
this,
but
all
the
things
that
we
do.
We
just
feel
so
fortunate.
C
You
know
there
are
a
lot
of
larger
chambers
in
the
area
and
while
they
have
their
role,
the
thing
that
I
like
about
our
chamber
is
that
I
know
a
lot
of
you
guys
and
you
guys
know
me
and
I
know
the
mayor.
I
know
Angela
and
our
city
manager.
You
know
we
all
know
each
other,
and
so
it's
not
just
the
fact
that
we're
doing
business
here,
but
we
actually
get
to
stop
and
talk
and
get
to
hear
about
each
other's
lives
and
participate
in
this
whole
process
and
really
be
engaged.
C
So
I
really
want
to
welcome
you
guys
here
today,
I
think,
there's
going
to
be
a
lot
of
good
information.
We
really
would
like
to
get
some
feedback
from
you,
because
for
us
this
is
kind
of
a
as
Dennis
king
was
saying
kind
of
a
toe
in
the
water.
You
know
we
really
want
to
be
able
to
provide
the
resources
and
the
information
that
you
guys
need
and
so
feel
free
to
give
us
the
feedback
on
what
direction
we
need
to
go.
C
We're
looking
to
it,
looking
to
do
another
one
of
these
in
September
and
and
doing
several
them
on
an
ongoing
basis
and
also
bring
more
resources
into
the
actual
Chamber
of
Commerce
to
where,
if
you
wanted
to
stop
by
and
get
some
information,
so
please
give
us
that
feedback
and
get
us
that
information
so
that
we
can
continue
to
really
support
you
guys
with
all
your
great
ideas
and
your
entrepreneurial
ships.
So
hope
you
guys
have
a
good
day
and
we'll
talk
to
you
guys
a
little
bit
later
in
the
afternoon.
D
Take
it
down,
make
a
note
of
it
and
once
we
do
so,
we
can
answer
the
question
as
part
of
the
presentation
and
if
not
I'll
tell
you
two
will
answer
them
at
the
end,
I'm
going
to
try
and
leave
some
time
at
the
intern,
so
the
questions
that
did
not
get
to
answer.
So,
if
you
have
a
pertinent
question
that
you
have
let
me
know
and
to
start
off,
let's
everybody
if
you
have
a
business,
raise
your
hand
high.
So
I
can
see
okay!
D
Thank
you.
Now,
if
you
are
looking
to
start
your
business
raise
your
hand
high
okay,
so
that
it
looks
like
most
of
you
a
little
bit.
6040
have
already
started
your
business,
and
so
that
gives
me
an
orientation
of
my
audience.
So
now
I'm
going
to
go
ahead
and
take
a
questions.
What
questions,
regardless
of,
where
there's
part
of
the
topic
of
the
discussion
today,
do
you
have
and
I'm
going
to
write
them
down
and
get
them
answered?
If
I
can,
if
not
now
later,
yes,.
E
C
F
D
D
I'm
actually
originally
from
Mexico
immigrated
in
a
young
age
got
an
engineering
degree
as
a
mechanical
engineer
from
Cal
Poly,
San,
Luis
Obispo
and
as
soon
as
I
got
out
of
college
I
started
buying
real
estate
as
an
investment,
and
eventually
that
got
encouraged
eight
years
later,
to
get
a
real
estate
license
and
I
did
and
then
I
became
a
loan
officer
and
that
completely
changed
my
world
from
being
a
corporate
employee
to
entrepreneur
and
I
know
that
I've
seen
in
talking
to
a
few
of
you
in
the
audience,
you
guys
are
professionals
looking
at
being
an
entrepreneur,
so
I
went
through
the
whole
process.
D
I
know
what
it's
like
I
know
the
fears
that
we
have
the
uncertainties
that
we
have
and
to
today
I
have
running
like
three
different
businesses.
One
of
them
is
a
business
consulting
coaching.
Another
one
is
called
simplify
home
solutions.
What
it
does
is
for
busy
professionals
like
me
and
my
wife
were
both
of
us
were
engineers
that
are
now
business
owners.
D
So
that's
my
social
impact,
real
estate
investment
business.
So
those
are
my
three
businesses
from
my
perspective,
alright.
So
as
far
as
origin
that
we
are
going
to
talk
about
the
importance
of
small
business,
the
planning
of
your
business
and
getting
started,
and
one
thing
I
was
speaking
with
Jennifer
in
the
audience
and
one
of
the
things
I
learned
is
the
most
important
thing.
As
an
engineer
is
that
you
know
and
can
do
the
calculations
and
know
exactly
how
you
can
get
from
A
to
Z
1
the
business
world.
It
doesn't
really
work
that
way.
D
D
That's
part
of
the
learning
process
and
that's
the
best
education,
the
best
learning
you
can
get
versus
going
to
workshops,
seminars,
reading
the
best
and
I
encouraged
to
see
here,
Matt
to
start
off
small
and
build
up
as
well,
because
you
may
not
your
initial
business
that
you
start
off
with
may
not
be
the
one
that
you
end
up
with
down
the
road.
But
what
you
learn
at
that
small
business
is
crucial
to
your
your
end
game.
D
It's
kind
of
like
starting
off
with
the
lemonade
stand
and
building
that
from
there
and
starting
to
get
to
entrepreneur,
skills
and
as
engineered
think
of
a
mindset,
very
logic,
very
logical
to
now
being
marketing
and
sales
oriented,
that's
a
whole
different
mindset
and
ida.
Still
to
this
day,
don't
have
the
great
sales
techniques,
and
but
what
I
do
have
is
passionate
to
a
passionate
of
what
I
do
do.
So
that's
that's
important
in
any
business.
Alright.
D
So
a
little
summary
of
the
importance
of
small
businesses
like
the
mayor
referenced
earlier
today,
is
that
seventy
five
percent
of
net
bit
new
businesses,
new
jobs,
are
added
to
the
economy,
come
from
small
businesses
and
that
represents
99.7
percent
of
the
private
sector.
Employees
as
well.
Half
of
all
private
sector
employees
are
small
business
employers
and
pay
almost
forty-five
percent
of
the
total
private
payroll
in
the
US
and
employ
forty
percent
of
the
nation's
high-tech
workers.
D
That's
the
scientists,
engineers
and
computer,
and
these
are
all
employers
of
500
employees
or
less,
and
they
comprise
ninety-seven
percent
of
the
u.s.
u.s.
exporters.
They're
awarded
83.3
billion
in
direct
federal
prime
contracts
in
residence
in
2007
and
produced
1713
times
more
patents
per
employee
than
a
lot
the
larger
firms.
D
D
Looking
at
the
big
picture,
that's
one
of
the
key
components
of
business
planning
and
that's
not
not
just
important
for
you,
it's
important
for
me
as
a
business
advisor
through
this
video
program,
so
you
can
communicate
those
ideas
to
me
and
I
can
better
serve
you
and
I
can
better
help.
You
so
making
sure
that
you
have
a
big
picture,
not
exactly
how
you're
going
to
get
to
Z,
but
that
you
have
the
endpoint
and
we
can
reverse
engineer
it
to
see
how
you're
going
to
get
there.
D
That's
one
of
the
best
benefits
of
having
a
business
plan
and,
obviously,
when
you're,
having
employees
to
better
guide
them
to
your
you
as
a
business
owner.
The
CEO
needs
to
provide
that
leadership.
That's
the
business
plan
that
you
need
to
have
in
place.
We
know
how
you're
going
to
the
employees
can
follow
your
lead
and
help
you
get
there.
A
great
communication
increase
the
opportunities,
the
better
organized
you
are
and
clarity
of
where
you
want
to
go.
D
When
you
see
an
opportunity
you
be
able
to
take
advantage
of
it
or
not,
based
on
what
clear
direction
you're
going
and
continuous
improvement,
you
also
see
what
is
not
working
for
you
and
can
better
plan
to
make
improvements
along
the
way,
action
and
not
reaction.
You
have
to
lead
your
company
and
not
always
be
reacting,
putting
out
fires,
but
actually
being
proactive
and
leading
the
direction
you
want
to
go
isolating
root,
cause
problems.
D
If,
if,
if
you're
going
in
a
certain
direction
in
your
business
plan-
and
something
is
wrong,
is
it
wrong
because
it's
a
distraction
or
actually
is
it
a
root
problem
in
that
you
need
to
correct
or
just
ignore?
And
when
you're
in
business
some
of
a
lot
of
the
problems
you
actually
just
have
to
ignore?
But
if
it's
a
root
cause
of
your
focus
of
the
direction
you
need
to
go
to,
you
need
to
take
care
of
it.
D
D
The
business
plan
is
the
main
one,
but
then
you
also
have
a
marketing
plan,
a
clear
strategy
of
how
you're
going
to
go
to
market
and
then
a
strategic
plan
on
how
you're
going
to
achieve
all
your
milestones
that
you
need
to
go
to
operating
plan,
the
internal
operating
of
how
you're
going
to
systematize
so
that
your
employees
can
execute
the
plan
that
you
want
to
implement
an
on
your
work
plan.
Financial
planning
is
a
big
one,
a
lot
of
businesses,
even
particularly
in
the
high
tech.
They
have
a
great
idea.
D
They
they're
building
traction,
but
they
don't
have
the
finance
tools
to
actually
sustain
them
and
they
dry
up
and
and
have
to
close
shop,
even
though
their
business
model
was
a
good
one,
even
though
their
their
services
or
product
was
in
need.
But
if
you
don't
have
a
sustainable
financial
model,
they
end
up
dying
and
a
lot
of
this
happens
a
lot
in
the
venture
capital
world
I
financial
proposal
along
those
same
lines,
a
feasibility
study.
D
Can
your
product
or
services
be
scaled
up
so
that
it
can
make
you
the
income
you
need
as
a
entrepreneur,
but
also
the
income
for
all
your
overhead,
also,
the
income
for
your
employees
and
then
scale
up
so
visibility
study
is
very
important
and
in
an
even
individual
employee
plan.
How
are
you
going
to
grow
and
how
app
at
each
stage
of
girls,
how
many
employees
are
you
going
to
need.
D
So
that
dive
in
more
into
the
feasibility
study,
because
it's
one
of
the
critical
ones,
is
your
SWOT
analysis.
So
what
stands
for
your
strengths,
your
weaknesses,
your
opportunities
and
your
threats?
So
those
four
categories
you
know
as
an
engineer,
you
can
create
an
Excel
spreadsheet
and
identify
them.
Your
financial
feasibility
study,
feasibility
of
sales
volume
bottom
line
in
any
business,
if
no
matter
how
good
the
product
or
services
it
is.
If
you
don't
have
the
cells,
you
don't
have
a
business
period,
okay,
so,
and
that
comes
into
your
marking.
D
Marketing
feasibility
nowadays
with
there's
a
presentation
coming
with
social
media.
Most
social
media
is
taking
off,
particularly
for
businesses,
small
businesses,
because
it's
a
form
of
advertising
lead
generation
that
is
far
more
affordable
and
effective
than
any
of
the
older
traditional
media
advertisements,
sources
that
we
used
to
have
and
are
still
around
but
they're,
just
not
as
effective
for
small
businesses.
I
will
say
this
that
nowadays
we
have
a
tremendous
amount
of
resources
that,
before
you
had
to
pay
for
an
hour
free.
D
So
if
I
talk
to
Matt
and
he's
still
in
college,
well
Mac
and
started
several
businesses
tomorrow,
leveraging
other
resources
that
are
online.
That
five
years
ago
you
had
to
pay
for
now.
I
can
get
them
all
for
free.
Do
you
want
so
CRM
system
go
for
it
so
hope
you
can
one
the
email,
marketing,
chip
chip,
monkey
and
there's
your
email
marketing
system.
D
So
nowadays,
because
of
the
technology,
it's
so
much
easier
to
be
on
business
and
advertise
and
then
ever
before,
a
feasibility
of
personnel
as
well,
now
we're
in
a
global
economy,
you
can
hire
students
from
San,
Jose
State
or
you
can
hire
students
from
India
Mexico
Costa
Rica
Europe
anywhere.
So
that
also
gives
us
a
flexibility
of
hiring
great
people.
Great
skill
sets
and
leverage
are
the
dollar
legit:
logistical
visibility,
environment,
I'm,
sorry,
logistical
feasibility:
if
you're
going
to
be
delivering
products,
are
you
can?
D
How
are
you
going
to
get
it
from
your
warehouse
to
the
customer
and
how
you
can
handle
returns
all
that
if
it's
a
product
in
particularly
environmental
feasibility,
if
you're
putting
up
a
restaurant,
there's
a
lot
of
how
you're
going
to
dispose
of
the
used
oil,
for
example?
That
requires
the
environmental
feasibility
study
as
well,
and
the
last
one
is
social
feasibility.
D
Putting
a
nightclub
might
not
be.
The
plan
by
a
senior
center
might
not
be
the
best
location,
for
example.
So
all
these
are
physically
studies
that
have
to
be
taken
under
account
when
opening
up
a
business,
and
it's
in
particular
when
it's
some
brick
and
mortar
business
is
even
more
critical
and
again
back
going
back
to
technology.
Nowadays,
I
encourage
people
to
get
started
and
start.
D
They
can
start
now
online
Oh
far
easier
than
before.
You
can.
If
you
have
pastries,
you
want
to
sell,
well
start
marketing
them
locally.
A
start
marketing
to
your
friends
start
doing
some
word
of
mouth
marketing,
which
is
still
the
best
ever
and
that's
not
going
to
change
anytime
soon,
all
right
so
contingency
and
continuity
planning
for
this
is
once
you
have
a
business
and
are
well
established.
D
You
have
to
have
contingency
plan
and
continuity
planning
and
what
this
means
is
I'm
contingencies
when
you're,
for
example,
have
a
system
of
marketing
and
you
can
you
setting
up
limits
all
right,
for
example.
First
is
your
budget?
How
much
can
you
spend
on
marketing
and
do
you
have
a
contingency
plan
to
spend
more
or
not
and
how
effective
are
you
going
to
be
in
that
marketing
plan?
D
So,
if
you're
advertising
san
jose
mercury
news,
well,
you
expect
to
spend
say
a
thousand
dollars
and
then
how
many
leads
are
you
generating
from
it
versus
advertising
on
facebook
and
how
many
leads
are
you
generating
from
that?
So
you
have
to
have
a
contingency
plan
to
if
that
doesn't
work.
What
are
you
going
to
try
next
and
business
is
not
like
engineering
that
it
one
plus
one
is
two
businesses.
One
plus
one
can
be.
Five
can
be,
ten
can
be
20.
It's
that
kind
of
world
marketing
is
not
an
exact
science.
D
Sales
is
not
an
exact
science,
unlike
my
engineering
world,
so
businesses
that's
the
chain.
The
nature
of
business
is
very
dynamic,
very
change,
so
you
have
to
learn,
unlike
me,
as
an
engineer,
to
be
feel
comfortable
with
change,
to
feel
comfortable
with
uncertainty
and
trusting
that
you
have
the
mental
capacity
and
the
ability
to
resolve
any
problem
that
does
come
about
because
it
that's
one
of
the
biggest
issue
business
owners
have
across
the
table.
There's
not
have
that
fear,
especially
technical
people
like
myself.
D
In
my
background,
not
knowing
how
you're
going
to
get
there
is
scary
and
that's
what
keeps
a
lot
of
folks
in
the
corporate
sector
as
well
bottom
line.
So
that's
something
that
you
have
to
learn,
how
to
be
more
dynamic,
be
trusting
and,
and
I
will
tell
you
this
and
one
of
my
particular
businesses.
I
had
no
idea
how
was
going
to
work
out,
but
nonetheless
I'm
move
forward
and
just
looking
at
the
next
few
steps
that
are
ahead
of
me.
I
know.
D
D
And
that's
what's
going
to
help
you
grow
your
your
business
as
well.
One
thing
that
I
think
is
crucial,
and
it's
not
emphasized
enough,
though
it
doesn't
matter
what
business
that
you're
in.
If
you
want
to
grow
it,
you
see
this
in
the
big
companies
now
because
they,
following
the
lead
from
I,
believe
from
the
smaller
businesses.
But
if
you
really
want
to
grow
and
be
successful,
when
the
key
element
is
how
fast,
how
effective
can
you
build
collaborate,
collaborative
partnerships?
D
But
one
of
the
key
elements
is
that
to
do
this
and
make
it
grow
is,
if
you
have
a
PI,
you
want
to
keep
it
into
this
big,
but
the
mentality
that
you
need
to
stretch
to
yourself
to
is
make
a
big
old
pie,
and
you
get
you
know.
Ten
percent
of
that
big
old
pie-
and
it's
a
lot
more
than
the
small
pie.
Okay,
so
you
gotta
stretch
in
your
business
and
make
it
big
big.
Why
not?
D
So
that's
the
way
I
see
it
from
my
perspective
too,
so
keep
in
mind
make
a
big
pie.
Is.
Is
the
point
sorry
on
that
tangent?
Getting
back
to
my
presentation
here,
selling
your
business
when
we
want
to
sell
business,
you
have
to
have
all
the
systems
in
place.
That's
what's
the
value
and
think
of
the
franchise's
that
that's
what
why
they
can
charge
100,000
just
for
a
franchise?
Why?
Because
they
have
a
cookie
cutter,
they
have
the
systems
in
place.
So
the
more
you
have
that
the
more
value
your
business
is
going
to
have.
D
So
when
you
do
go
to
sell
it
selling
your
stock.
If
this
particular,
if
you're
going
to
go
public,
it
makes
a
lot
of
sense
and
it
has
a
lot
of
value.
In
particular,
you
want
to
venture
capital,
that's
going
to
be
a
c-corporation
if
you're
going
down
that
path,
a
business
failure
and
Bank
business
telling
and
bankruptcy.
Well,
one
of
the
things
I
forgot
where
I
see
this
on
the
average
successful
business
owner
they've
had
nine
failures,
or
something
like
that.
D
So
that's
one
of
the
things
I
encouraged
matt
is
hey,
get
started,
because
what
you're
going
to
learn
is
at
a
small
scale,
is
going
to
build
up
your
credentials,
your
learnings,
to
go
to
the
next
business
and
be
more
successful,
and
that's
the
true
case.
In
my
case,
too,
I
had
I
tried,
different
endeavors
and
not
all
of
them
were
successful
and
bunks
bankruptcies.
That's
that's
the
yen
more
on
details
on
bankruptcy,
but
basically
is
when
you're
in
solvent.
You
owe
more
than
you're
able
to
bring
in
revenue.
D
Bankruptcy
is
an
option.
Business
continually
plan.
The
other
one
is
like
I
have
in
one
my
particular
business
I
have
two
business
partners.
So
what
if
I
die,
then
my
my
wife
gets
the
my
ownership,
but
my
business
partners
didn't
go
into
business
with
my
wife
like
went
into
business
with
me,
so
forgot
his
name,
but
the
gentleman
that
asked
about
insurance
I
can
have
a
life
insurance
policy
on
me.
D
D
So
a
continual
plan
and
another
on
continue
plan.
Sometimes
I
see
a
lot
of
business.
Small
business
owners
build,
the
business
is
Ronnie
and
their
hopes
are
that
their
son
or
daughter
going
to
pick
up
the
business
and
run,
but
their
son
and
daughter
have
other
plans
to
go
to
fashion
school
in
New
York
and
be
the
next
designer
and
not
run
the
business
here
locally.
So
that's
another
condition
to
plan
that
you
need
to
take
into
account.
D
That
may
not
happen
in
more
details
about
it,
listing
all
necessary
business
functions
who
performs
them
and
the
equipment
and
the
supplies
that
are
required,
identify
all
the
threats
and
the
business
functions
they
are.
They
threaten,
compile
detailed
contact,
information,
identify
and
make
copies
of
essential
documents,
designate
a
secondary
work
site.
D
Get
employee
input,
distribute
the
thinnest
plan
to
employees
and
revise
the
plan
as
necessary.
That's
something
that's
important
in
the
overall.
You
guys
can
all
have
create
a
great
business
plan.
I
can
tell
you
from
coaching
hundreds
of
people
that
I
never
seen
a
business
plan
completed
and
then,
once
a
year
later,
it's
the
same
business.
D
All
right,
one
other
thing,
one
of
the
first
things
in
terms
of
getting
started
and
opening
up
your
business
is
your
fictitious
business
name
filing,
and
the
reason
that
this
is
neat
is
is
as
a
consultant,
for
example,
if
you
are
doing
business
as
a
b
c
d
consulting
well,
if
that's
not
your
name,
you
you
need
to
register
yourself
as
a
fictitious
business
name
owner.
So
what
that
means
is
that
alberto
sanchez,
but
I'm
doing
business
as
ABCD
consulting
that's
when
your
required
to
have
a
fictitious
business
name.
D
D
Fictitious
doesn't
inks
statements
must
be
filed
before
you
begin
your
business
or
within
40
days
of
your
first
transaction.
A
filed,
fictitious
business
name
statement
is
effective
for
five
years.
Fictitious
business
name
statements
must
be
filed
in
the
county
in
which
the
principal
place
of
business
is
based.
An
applicant
may
have
more
than
one
fbn
and
there
may
be
more
than
one
wretched
registrant.
Perfect.
Is
this
business
name?
D
D
Correct
and
on
this
slide,
there's
a
name
availability,
so
you
can
check
and
see
if
anybody
else
has
your
particular
name
that
you're
looking
for
before
your
fire
you're
a
fictitious
business
name,
yes
and
the
disappoint
yeah.
So
there's
there's
a
website
that
you
can
go
and
check:
SS,
dot,
Cal,
CA,
gov,
/,
business,
/,
business
and
and
here's
where
I
can
talk
about
business
structure
and
I'll,
give
you
my
understanding
of
business
incorporating
and
a
lot
of
people.
D
You
see
the
apple
computers,
those
are
c
corporations
and
primarily,
is
because
they're
going
to
look
at
getting
venture
capital
going
public.
So
as
a
consultant,
and
it
talked
to
your
professional
advisors
but
most
likely
you're
not
going
to
be
a
c-corporation
and
next
level
is
what
they
call
a
sub
s
corporation.
D
That
might
be
a
possibility
for
you
and,
depending
on
the
consultancy
that
works,
that
you
do
I'm
not
sure
what
it
is
vs..
You
might
also
consider
an
LLC,
limited
liability
corporation.
Why?
Because
they
limit
the
liability
by
definition,
number
one
and
they're
a
lot
easier,
simpler
to
manage
than
a
c-corp
and
an
S
corp
in
terms
of
paperwork
and
llcs.
D
There's
a
franchise
tax
board
tax
or
fee
of
eight
hundred
dollars
a
year,
particularly
in
the
five
entities
that
I
control
or
have
an
interest
in
I,
have
one
ll
see
also
taxed
as
a
c-corp,
so
that
functions
as
my
C
Corp.
So
talk
to
your
CPA
about
it
makes
sense
if
you
have
an
LLC,
but
have
it
structured.
So
it's
taxed
C
Corp.
So
my
you
an
advantage
of
that.
D
What
I
did
with
that
is
that
you
get
all
the
liability
protection
of
the
LLC,
plus
the
simplicity
of
an
LLC,
but
the
tax
benefits
of
a
c-corp
just
to
muddle
up
a
little
bit
for
you.
I
also
have
an
S
corp
and
the
rest
of
them
are
all
LLC's
in
particular
because
of
the
simplicity
of
managing
them
versus
the
S
corp
and
the
C
Corp
in
particular.
What
consultants
area
are
you
in
okay,
the
sole
proprietorship,
if
you're
doing
business
with
your
name
in
it?
That's
it
and
you're
good
to
go.
D
It
has
your
name
in
it
and
it's
a
sole
proprietor
or
it
can
even
be
a
fictitious
business,
but
it's
not
incorporated,
and
somebody
gets
sick
from
your
food,
for
example,
and
sues.
You
then
not
only
all
your
assets
of
the
restaurant
liable,
but
also
your
personal
assets.
So
that's
the
advantage
of
incorporating
so
depending
the
liability
they
think
is
going
to
be
incurring
people
incorporate
to
separate
that
liability
or
the
personal
assets
from
their
business
assets.
D
So
now,
if
you're,
Nell,
Aussie
and
you're
doing
consultancy
group-
and
they
sue
you
for
whatever
reason
and
they
win,
then
what
is
liable
is
all
your
assets
within
that
LLC
and
not
your
personal
assets.
So
that's
one
of
the
major
advantages.
The
second
one
is
a
tax
advantages
to
incorporate.
So
that's
the
main
reason
for
incorporating
versus
a
sole
proprietor
ship.
Another
like
the
gentleman
said
another
way
of
protecting
yourself
from
if
you're
going
to
be
a
sole
proprietor
is
through
insurance.
D
D
Again,
there's
a
presenter
I
know:
Diana
should
be
able
to
give
you
more
specifics,
but
there's
now
I've
been
up.
Let
me
get
back
to
that
real
quick,
but
in
terms
of
insurance,
just
so
everybody
can
hear
an
insurance
policy
from
a
business
can
range
anywhere
from
eight
hundred
dollars
a
month
to
I
here
to
like
ten
thousand
a
year.
So
it
depends
on
the
liability
that
businesses
can
haz
and
the
sector
that
they're
in,
if
I
summarize
that
properly
for
you.
D
So
the
best
thing
to
do
is
talk
to
an
insurance
broker
agent
to
get
more
specific
details
on
your
particular
business
endeavor
that
you
want
to
jump
into
now.
The
lady
in
the
back
asked
about
the
benefits
corporation
and
what
that
is
is
a
new
business
structure,
where
it's
kind
of
a
hybrid
between
what
is
traditionally
a
non-profit
and
S
corp.
So
they
kind
of
blended.
The
best
of
both
worlds
is
my
understanding
of
it.
D
So
you
have
to
have
a
benefit,
just
like
a
non-profit
does
for
the
community,
and
that
gives
you
the
tax
advantages
of
a
business
and
the
liability
protection
as
well
and
depending
on
and
your
endeavor.
It
also
can
help
you
secure
more
funding
as
well
from
philanthropists
corporations,
foundations,
etc,
etc.
So
and
again
it
one
of
the
main
things
for
incorporating
does
is
separate
your
assets
from
the
business
assets
and
give
you
tax
advantages
as
well.
So
you
don't
get
as
a
sole
proprietor
benefits
corporation.
D
So
online
the
Secretary
of
State's
office,
there's
a
lot
of
resources
available
to
us
options
and
online
searching
for
findings,
document,
processing,
information
requests
or
certificate,
copies
status,
etc.
Incorporating
limited
liability,
limited
partnerships,
that's
one!
Another
word
us
way
of
incorporating
is
limited
partnerships,
so
that's
something
else
to
look
at
limited
partnerships,
it's
another
entity
structure
and
that's
not
as
prevalent
anymore
as
it
used
to
be
all
right
form
samples.
All
this
is
available.
Statements
of
information
are
available
all
at
this
website.
Finding
tips,
tips
for
filing
most
corporations,
lab
Italy
and
limited
partnerships.
D
D
The
planning
staff
leverage
them
and,
as
you
heard
from
the
previous,
the
mayor
in
the
chamber
president
there's
a
lot
of
resources
here
to
help
you
so
when
starting
a
business
is
a
lot
of
considerations,
and
sometimes
we
are
not
aware
of
and
what
regulations
are
out
there
that
we
need
to
know
about.
For
example,
if
you
want
a
restaurant,
we
need
to
give
an
alcoholic
and
one
of
what
they
sell:
alcohol,
alcoholic
beverages.
D
You
need
an
alcohol
permit
check
with
the
Better
Business
various
building,
remodeling
all
that
business
tax,
license
business
promotions,
concealed
weapons,
daycare,
economic
development,
Equal,
Employment,
Development
considerations,
food
in
other
public
facilities,
wrath
handbills,
solicitations,
home
occupation
and
there's
even
more.
If
you
are
thinking
of
having
the
massage
therapy
place
patents,
a
resale
tax
number
signs
that
you
can't
put
big
signs
in
a
residential
community,
I'm
sure
state
licenses,
toxic
chemicals
such
as
used
oil
from
restaurants,
for
example,
wait
and
measures,
workers,
compensation,
insurance,
owning
planning
approvals.
D
So
there's
a
lot
of
considerations
to
have,
and
one
of
the
things
that
I'm
afraid
when
I
sometimes
give
a
presentation
like
this
there's
a
lot
to
be
considered
and
like
oh,
my
god,
how
am
I
ever
going
to
learn
everything
that
I
need
to
to
do
to
get
started?
And
then
we
don't
need
a
lot
of
people
get
discouraged.
That's
not
the
point
here
and
one
of
the
things.
I
would
encourage
you
to
do
to
lessen
that
and
again
just
like.
D
If
in
your
corporate,
you
should
always
find
a
mentor
in
business,
you
should
find
multiple
mentors
not
just
want
to
help.
You
move
up
the
corporate
ladder
in
corporate
America,
but
in
business
you
need
to
find
mentors
that
if
I'm
going
to
put
a
restaurant
business,
I'll
go
and
associate
myself
with
another
find
a
mentor
that
already
has
established
one
or
two
locations
and
it
probably
not
it.
D
If
I'm
going
to
set
up
in
cupertino,
I
will
look
for
my
mentor
in
Mountain
View
and
if
they
have
the
same
kind
of
business,
that
I
want
go
outside
of
that
city,
so
you're
not
competing
competitor
ectly,
but
imagine
what
you
can
learn
from
somebody
that
has
already
done
what
you
want
to
do.
That's
one
of
the
key
elements,
partnerships
and
finding
a
mentor
or
one
of
the
two
things
that
you've
got
to
do
to
be
successful
in
business.
Otherwise,
you're
going
to
struggle
more
than
you
need
to.
D
D
D
There's
not
a
lot
of
regulation
still
in
internet
sales,
for
example,
I
know,
California
is
trying
to
tax
internet
sales
and
they
got
deep
down
for
trying
to
do
so.
But
that
is
something
that
means
you
need
to
address
if
you're
shipping
overseas,
for
example,
or
what
can
you
not
ship
by
mail
or
UPS
or
FedEx,
etc.
So
all.
D
Right
so
in
closing
who's,
my
timekeeper,
how
much
time
do
I
got
all
right?
I
got
ten
minutes
to
answer
any
other
questions
and
I.
Think
any
of
the
more
clarity
on
the
entity.
I
gave
you
the
general
gist
of
it:
okay,
startup
chapter:
let's
talk
about
that.
If
there's
two
lines
of
our
two
worlds,
one
of
them
is
a
small
business
world.
D
Another
one
is
going
to
be
the
venture
capital-backed
world
getting
capital
for
both
of
them
are
very
different,
so
the
venture
capital
is
already
kind
of
well-defined
and
it's
more
for
techie,
but
none
of
my
businesses
are
venture
capital-backed,
but
I
have
raised
you
know
a
million
dollars.
So
how
do
I
do
it
in
real
estate,
in
particular,.
D
In
my
case,
you
have
to
have
a
compelling
business
that
has
been
proven
and
in
my
business
in
my
business
real
estate,
specifically
it's
a
model
that
a
lot
of
people
are
comfortable
with
either
rent
or
you
own,
a
property.
So
you
know
the
concept
of
renting
and
the
valley
of
real
estate,
one
way
or
another.
D
So
what
I
did
is
put
the
business
model
of
how
we're
going
to
make
money,
and
how
can
we
not
only
make
a
return
for
ourselves,
but
also
for
our
investor,
invest
with
us
and
we
laid
it
out
as
engineers
very
successful
and
we
it's
been
proven,
and
we
proved
it
so
now,
once
we
did
that
we
went
and
solicited
money
from
our
friends
and
family
that
we
already
know.
That's
the
first
tier.
D
The
second
is
once
like:
banks
won't
touch
us
right
now,
because
we
don't
have
two
years
history
in
this
particular
business
model
with
this
particular
partnership
after
two
years
is
when
you
can
go
after
more
of
the
traditional
bank
loan,
and
you
have
two
years
of
tax
records.
That's
when
they
will
share
with
you,
I'll
give
you
money,
but
before
two
years
they
won't.
So
if
you
want
to
start
a
business,
what
are
the
other
options?
There's
also
Small
Business
Administration,
that
that
provides
financing
for
startups
non
traditional
venture
capital.
D
There's
also
organizations
like
the
opportunity
fund
that
can
go
up
to
believe
a
hundred
thousand
from
5,000
to
100,000
nowadays.
Another
way,
if
you
have
a
compelling
business
model,
that
crowdfunding
is
another
way
to
go
about
it.
Okay,
so
look
up
a
crowdfunding
there's
several
websites
about
crowdfunding
that
can
help
you
with
that
startup
capital
and.
D
And
one
of
the
things
that
in
particular
for
real
estate,
what
we
help
people
educate
them
is:
if
there
were
in
corporate
they
can
roll
over
the
401
k
plans
into
a
self-directed
custodian
like
the
pens
go
to
the
world
and
then
from
there
they
have
the
flexibility
to
direct
their
retirement
funds
and
to
direct
participation,
investments
such
as
real
estate.
So
they
can
invest
in
notes
that
can
buy
properties
directly
into
their
IRA.
So
we
educated
people
on
how
to
do
that
and
if
they
chose
to
invest
with
us,
they
did.
D
But
it's
look
at
your
in
spirit,
Pierce,
fear
of
influence
and
get
mentors
again
get
mentors
that
have
done
what
you've
already
done.
What
you
want
to
do
and
help
have
them
guide
you
there
I'm
a
advisor
for
SBDC
business,
but
they're
also
score
that
have
a
lot
of
people
that
are
having
even
more
experience
in
in
raising
capital,
running
companies,
etc,
etc.
So,
there's
a
lot
of
resources
for
you
to
get
capital,
but
a
lot
of
them
are
private
business
insurance.
D
D
I
think,
talking
to
a
qualified
broker
would
give
you
a
breath
of
what
insurance
you
need
and
when
you
need
it
so
and
business
plans.
We
did
talk
about
that.
As
you
can
see,
there's
a
lot
of
things
to
consider
and
within
the
business
plan,
there's
a
feasibility
plan,
this
marketing
plan
the
sales
plan,
all
that
individual
itself
can
be
a
planet
by
it
and
a
lot
to
consider
again
getting
the
mentor
gain.
D
The
business,
coach
or
business
advisors
are
critical
and
one
of
the
things
that
I
also
noticed
is
there's
a
lot
of
smart
people
and,
I'm
sure
there's
a
lot
of
smart
people
here
and
for
me,
as
an
engineer,
I
was
smart
too
and
then
I
realized
that
when
I
went
to
business,
I
was
not
that
smart.
So
one
of
the
things
that
we
have
smart
people
have
problem
with
it,
sometimes
asking
for
help.
So
smart
people
ask
for
help
and
that
also
saves
you
a
lot
of
time,
money
and
mistakes.
D
So
business
is
going
to
be
something
that
kind
of
once
it
once
you're
committed
and
you're
open
to
it
growing
organically
or
as
it's
going
to
grow,
you
need
to
let
it
grow
and
but
guided
the
growth
put
your
intent
into
it,
but
you're
going
to
be
more
like
a
parent
nurturing
a
child
versus
trying
to
dictate
what
the
child
should
do
at
every
second
every
moment
and
go
be
a
doctor
or
else
okay,
any
other
questions
that
you
guys
may
have
on
any
topic.
Yes,.
D
G
D
All
right
I
got
five
minutes
all
right.
So
let
me
just
talk
about
some
other
stuff.
That's
not
pertinent
to
the
presentation
and
just
experiencing
that
I've
had
oh
I'm,
also
going
to
pass
this
around
it's
a
profile
in
tank
form
for
the
SBDC
program
as
I'm
a
business
advisor
for
them.
Please
fill
it
out
and
turn
it
in
and
ask
you
any
questions.
You
have
its
butt
and
if
you
want
the
PowerPoint
presentation
indicated
here
and
we'll
turn
it
into
and
put
your
email,
so
we
can
get
it
to
you.
Okay,
thank
you.
D
D
H
D
D
So
I
want
you
to
have
this
business
I
want
you
to
grow
it
to
the
level
where
you
can
go
to
Hawaii
for
three
months
and
you
still
produce
the
same
amount
of
income,
whereas
when
you
were
here
so
that's
a
mind,
shift
of
wait
a
minute:
how
in
the
world
am
I
going
to
do
that
and
what
am
I
going
to
have
to
put
in
place
what
people
might
have
to
put
in
place?
How
am
I
going
to
be
able
to
market,
etc,
etc,
etc?
D
You
see
any
business
is
not
is
a
job
until
it
can
run
without
you,
okay,
so
all
of
my
businesses
that
can
be
residual
income
without
me
being
involved.
So
my
goal
is
to
have
ten
businesses
and
not
run
any
of
them.
Okay,
so
I'm
kind
of
stretching
your
your
your
mindset,
but
you
see
my
point:
yes
make
a
big
pie
I
like
that:
okay,
I!
D
D
Yes,
let's
say
you
do
get
to
that
point
where
your
business
is
producing
such
that
you
do
have
the
capital
to
go
and
spend
three
months
in
Hawaii
and
your
winter
home
start
also
considering.
How
can
you
take
excess
capital
and
make
other
investments
that
are
not
going
to
that
can
generate
income
for
you
that
are
not
related
to
your
business,
for
example,
real
estate
is
one
of
them
so
start
looking
at.
How
can
you
make
money?
D
Generate
passive
income
through
buying
a
four-plex
for
example,
so
it's
another
source
of
income,
that's
not
dependent
of
you.
You
can
do
wonderful
job,
landscaping
it
and
making
it
look
good,
and
yet
over
time
it's
going
to
build
equity,
for
you
is
going
to
build
cash
flow
for
you
and
you
buy
a
second
one
and
take
to
all
the
proceeds
from
the
second
all
the
excess
cash
flow
and
use
it
to
accelerate
the
down
payment.
I
mean
the
principal
reduction
on
the
first
one.
D
So,
instead
of
paying
30
years
that
painted
off
in
30
years,
you
pay
it
off
in
15
or
10
in
tsunami.
So
there's
a
lot
of
wealth
strategies
beyond
just
your
business,
but
once
you
get
it
successful,
look
at
other
ways
of
starting
another
business,
doing
consulting
another
length
in
your
in
case
you
can
be
a
landscape
consultant
for
other
business,
cape
businesses
that
are
not
in
your
area,
you're
in
California.
You
don't
do
nun
landscaping
in
Arizona,
but
you
can
consult
in
Arizona.
D
I
Just
a
very
quick
question
to
your
the
question
you
raised:
what
is
the
anxiety
or
fear
of
certain
the
business
I
think
I
speak
collectively,
possibly
it's
not
so
much
lack
of
failure
but
generating
that
the
constant
cash
flow
to
meet
your
obligations
with
a
plan.
As
you
present
it.
You
talk
about
and
being
systematic.
These
can
be
addressed,
but
just
gently
regular
income,
not
some,
certainly
to
have
a
good
lifestyle
but
I
think
that's
the
long-term
go.
A
I
General
question
is
just
meeting
your
obligations.
I
speak
for
myself,
maybe
I
speak
collectively,
fathers
as
well,
and
certainly
the
business
model
that
you
illustrate.
That's
a
great
business
model
would
plan.
It
takes
time
to
get
the
bullying
capital
to
get
loans,
but
that's
a
great
business
model
where
you
create
in
residual
income.
I,
probably
paraphrase
what
you
said
already:
okay,
that's
just
yes,.
D
One
of
the
things
that
you
pointed
out
is
one
of
the
best
times
to
have
started
businesses
when
you
already
have
a
job
actually
and
I
had
a
job
as
an
engineering.
Job
and
I
started
transitioning
out
of
engineering,
so
you
have
that
the
income
source
right
now,
but
start
your
business
planning
start
implementing
your
product
or
services
and
then
to
win
to
the
point
where
you
can
know
in
any
business
that
you
start
I
like
to
see
that
you
proved
the
concept
before
you
quit
your
job.
D
Keep
your
job
make
sure
that
you've
proved
the
concept
of
your
business,
that
you
know
that
you
there's
a
need
for
it.
You
can
have
a
great
idea,
but
if
nobody's
going
to
pay
for
it,
it
doesn't
matter.
Don't
quit
your
job.
So
I
want
you
to
keep
your
job
until
you've
proven
your
business
model,
the
service
or
product.
D
There
is
a
market
they're
willing
to
pay
what
you
need
them
to
pay,
that
there
is
a
demand
for
it
and
then
put
your
marketing
and
sales
plan
in
place
and
get
that
going
and
see
that
your
marketing
and
sales
is
producing
and
at
that
time
start
looking
I
win
at
what
point?
Can
you
quit
your
job?
That's
one
way
of
looking
at
it.
D
The
second
way
is
looking
at,
but
can
you
produce
additional
sources
of
passive
income
like,
for
example,
real
estate
that
you
can
provide
for
your
minimum
liabilities
and
then
allow
you
to
focus
on
your
business?
So
that's
another
way
of
looking
at
another
potential
way
of
doing
it.
Okay!
Well,
my
time
is
come
to
an
inn,
so
I
appreciate
your
attention
and
congratulations
on
looking
at
initiating
a
growing
your
business.
If
you
have
any
further
questions,
come
I'm
gonna
put
up
my
name
and
email
and
phone
number
here
and
put
it
out
to
the
side.