Consumers spent $4 billion in carpet cleaning in 2011, and it’s estimated that they’ll install another 14 billion square feet of carpet this year — all of which is going to get dirty and will need to be cleaned.

So, what does it take to tap into that market? The GoPayment Blog recently talked with Ryan Jones, owner of Coastal Cleaning in Corpus Christi, Texas, to find out how to clean up in this type of business.

1. Learn the trade. Professional carpet cleaning involves more than just running a machine over filthy floor coverings. To be successful, you’ll need to know how to address many types of soil, stains, and materials. “The best way to learn the trade is to work through four or five basic, industry-specific classes,” Jones says.

You can find approved classes and certification courses via The Clean Trust and the Restoration Industry Association. “An apprenticeship would be the next best avenue, if not an absolute necessity,” Jones says. “Time on the job and experience are important. There are too many real-world variables to overcome by just taking a few weekend classes. You need to be field-ready and -tested if you’re going to get the job done right.”

2. Choose a niche. You’ll need to diversify your carpet cleaning business in order to succeed, Jones says. You can clean residential and commercial carpets, upholstery, automobile carpets, draperies, and/or mattresses. You can also offer hard-surface cleaning and restoration, carpet stretching, and repairs. Jones points out that the real advantage of diversifying is the ability to meet — and capitalize on — all your customer’s needs.

“Mrs. Jones may have just called to have her carpet cleaned, but when she found out you could take care of her ceramic tile, that carpet tear in the hallway, her drapes and living room furniture, you just tripled your ticket while helping Mrs. Jones avoid the frustration of hiring multiple businesses over multiple days.” As much as half of your business can come from customers who use you for multiple services, he notes. This plays out in his business: Whereas a typical carpet-cleaning job commands about $200, his average ticket runs $300 to $350.

3. Make it legal. You’ll need to register your business name with your county, and in some cities you’ll need to apply for a business license. If you plan to offer carpet sanitation or disinfection, you’ll need a special certification in some states. The SBA has a list of each state’s requirements.

Although it’s not required, you should get bonded, which will ensure that your client is reimbursed if an employee steals or breaks something valuable. If you plan to work in the commercial carpet-cleaning industry, a surety bond will give your clients the peace of mind that if for some reason you can’t complete the job, they’ll receive what they need in order to get it done.

4. Purchase your equipment. You’ll need specialized equipment to run a carpet cleaning business, and you’ll have to choose either hand-powered or truck-mounted equipment. Most experts agree that truck-mounted equipment does a better job. You can find used truck-mounted equipment for about $6,000 online at sites like eBay. New equipment runs between $10,000 and $60,000.

Jones paid $20,000 for his equipment and says that it gives him peace of mind because it comes with a warranty. “If [my gear is] down for service, it’s not making me any money, because I can’t clean carpet,” he says. In addition, he says that it pays to stay on top of an evolving industry where new and innovative equipment hits the market every three to five years.

On the other hand, Jones says that buying some used equipment — such as buffers, mop buckets, ladders, carpet repair, and stretching equipment — can be worthwhile. He also says that although a nice, clean used vehicle isn’t bad, he would avoid the clunkers because in this business, appearance is everything.

5. Get a website. “An optimized website is vital,” Jones stresses. “This is how most of your potential customers will find or review you. Each year, we take a step up in either website content, structure, SEO, or online marketing, and each year it’s increased our phone calls and income.”

6. Spread the word. Jones says that word of mouth and a clean, accessible website are the most effective ways of marketing. “I cannot count the number of times a happy $65 customer parlayed themselves into a thousand dollars of referrals. Happy customers make great cheerleaders, and you want an army of cheerleaders. But you can’t find the next great cheerleader if they can’t find you.” In fact, in a recent survey by Cleanfax.com, 96 percent of the carpet cleaners who responded said that referrals were their #1 way to bring in new business.

In addition, make your presence known by listing your company on sites like Angie’s List, ServiceMagic, and the Carpet Cleaners Network.

To succeed in any business, you need to maximize your profits and minimize your overhead. Yet there are some expenses — such as paying nearly $4 per gallon for gas — that mobile operations simply can’t avoid. By thinking creatively, however, you can keep these and other costs under control. Here are three ways to do so.

1. Promote yourself online. Generating new business requires you to invest time but not money — and is a surefire way to boost profits. Focus on your social media marketing efforts, making sure that customers know where you are and have a reason to seek you out. This can reduce your advertising and travel costs.

For example, suppose you’re a makeup artist who plans to work onsite at a wedding. A week before the event, broadcast that you’re booking a few house calls in the area, on that day only, for less than your usual rate. On the day of the event, offer your wedding clients a discount on future services if they post photos of their new looks on social media with links back to your website.

2. Use credit cards strategically. Using rewards credit cards may seem like an easy way to get money back for business expenses, but the return may amount to less than you expect. To maximize rewards, analyze your monthly business expenses over the course of at least six months to determine what types of purchases you make the most. Then, commit to using a rewards card geared specifically toward that purpose.

For example, if fuel is your primary expense, Card Hub recommends the PenFed Visa Platinum Cash Rewards Card, which rewards 5 percent for purchases made at the pump. If your business expenses are fairly even across various categories, find a card with no annual fee that offers at least 1 percent cash back for anything you buy. Make sure as many purchases as possible are run through the card to keep your cash back building.

3. Think like a cooperative. Get together with other small businesses in your community (and market niche) to pursue bulk discounts on the supplies and services you purchase regularly. This may also give you greater negotiating power with vendors. You could consider joining a formal group, such as the National Cooperative Business Association. Even if you’d rather not pay the membership fee, you can take advantage of its free resources, as well as its advice on how to start your own cooperative with entrepreneurs in your area.

Robert Janeway opened Superhero PC Repair in 2008. The sole proprietor repairs PCs and consults on computer upgrades from his home in Kemp, Texas.

The GoPayment Blog recently chatted with Janeway about how he got started and why customer service is so important for small businesses like his.

GoPayment: How did Superhero PC Repair get started?

Janeway: I’d been wanting to start my own business for awhile. I was working for a computer repair shop, and I realized that working out of my house I could charge lower rates, so I figured I could help people out. Now I’m fixing computers at home by appointment only. Typically, I make house calls, or I’ll meet [clients] in town.

What types of computer services do you offer?

I perform repairs like troubleshooting or fixing the power supply if it’s not working. Or, if they want to upgrade a computer and don’t know what the best PC is for them, I’ll talk with them and give them my advice on what I think they should look to buy.

What were your biggest challenges in getting started?

The biggest challenge is getting my name out there, but I also had issues with getting paid. A lot of people don’t have cash on hand or don’t want to write a check. I was searching really hard for a way to take payments online when I found the Intuit GoPayment product, which simplified things. That really solved one of my problems.

Who are your target customers, and how do you find them?

Typically, I’m looking for nearby residents. I spread flyers around town, and the website seems to grab a few people. I don’t have the resources to travel 100 miles for work, so I’m really targeting a specific area.

Do you get many repeat customers?

I’ve gotten several repeat customers. They have the money to buy whatever computer they want, and they don’t care to call customer service. They like somebody who can explain things in their terms.

You’ve been in business for four years now. Are there any mistakes you’ve made along the way? What did you learn from them?

The biggest mistake that I used to make was not calling customers to check on their repair. I’ve learned that that goes a long way to making a customer happy, and now I’ve really gotten into a habit of calling customers. Usually when I fix the computer, it works and they walk out the door. They may not call me, but if I call them back, they really seem to appreciate that.

My big push is to always try to find ways to do more customer service; I go out of my way to always have the best customer service I can. I usually don’t mark up on the parts. I don’t feel that I need to make money off buying the parts. If I need to order parts, I do, but I don’t charge more for them. I make enough money on the service that it doesn’t make sense. I’m always trying to help out the little guy: For instance, I help some school districts and teachers. They need a lot of help!

What are your plans for the future?

I’m hoping to some day get a little storefront.

The GoPayment Card Reader has a sleek, revamped design that holds the reader snug against your mobile device as you swipe customer credit cards. Although the system keeps getting easier to use, many merchants are still getting the hang of it — and learning about its most beneficial features, says Satish Buddhavarapu, GoPayment senior product manager.

The latest features include an automated email-notification system that keeps you up to date on transactions in the field and a tool that lets you customize your sales receipts to help build your business. To learn more about both, start by logging in to the Intuit Merchant Service Center.

Merchant Notifications

Click on the Notification Settings link/button to the right. This opens a dialogue box marked Notification Emails. With this tool, you can set up your account so that each time your employee uses the GoPayment Card Reader, you receive an email that confirms a transaction has taken place. It’s a simple way to stay on top of how your mobile sales staff is doing and what business is like.

Customized Receipts

After logging in to the Intuit Merchant Service Center, click on the Customize Receipt link/button on the right. The Customize Receipt feature enables you to add a personal touch to the digital receipts sent to your customers’ phones or email accounts. Each one shows the date, the amount charged, and other details of the transaction.

The personal touch comes from your ability to do any or all of the following:

• Customize your logo to fit the message on receipts;
• Include information about your return policy;
• Share links to Yelp, Twitter, Facebook, etc., so that customers can sing your praises on these social media sites;
• Include a link to “Write a Review,” which makes it even easier for customers to spread the word about your product or services;
• Add a message to “Tell a friend about GoPayment,” including a link with more information; and
• Send a copy of the receipt to your own email box.

Once you’ve mastered these tools, check out the other user-friendly features of the GoPayment Card Reader.

The accelerated adoption of smartphones and tablets over the past year has raised hopes for mobile-payment solutions. Juniper Research predicts that mobile-payment transactions could reach $670 billion by 2015, triple the $240 billion projected for 2011.

Trevor Dryer (pictured), Intuit’s group product manager for mobile payment and point-of-sale technology, is spearheading solutions for service professionals who are always mobile (such as electricians and taxi drivers) and for small retailers who seek to get closer to their customers.

The GoPayment Blog recently spoke with Dryer about how small businesses can benefit from mobile payments and why the tipping point is coming fast.

GoPayment: What excites you most about mobile payments?

Dryer: Two things. One is the ability for people to be able to take credit cards and other forms of payment cheaply and easily, especially businesses that couldn’t take them either because they were mobile businesses or because they were bricks-and-mortar businesses that found it too expensive and clunky and complicated. Mobile payments really have revolutionized this space, making it easy, cheap, and ubiquitous. Everybody can take credit cards now, which is really a huge benefit. The other thing that excites me is that it really gives small businesses the ability to connect more deeply with end consumers.

Where do you think mobile payments will have the most positive impact?

GoPayment really started out targeting field trades — electricians, plumbers, and people who had no good way of taking a credit card. I still think that group, as well as mobile businesses like food trucks or farmers markets, is where the impact has been most profound. But now only 17 percent of our customers are field trades and the rest are retailers or service providers with bricks-and-mortar places, so we are seeing the impact spread.

How important is near-field communication technology?

I think there’s a big debate going on about the mobile wallet and what that will look like and how people are going to pay in the future without using pieces of plastic that have been around since the ’70s. NFC could take off, but there are some hurdles you have to overcome. First, there is a hardware hurdle from the small-business standpoint, in that the small business needs to have a reader and you need to have NFC chips in phones (and consumers with those phones). But there are big upsides to NFC. Depending on the privacy settings, geolocation lets you know that a specific person walked into your store, reminds you of their purchasing preferences, and can show them something that they might like.

How secure is mobile-payment technology?

GoPayment and most of our competitors have hardware-level encryption for mobile payments. What that means is when you swipe the credit card, the actual card-reader device is taking that information and encrypting it before it even gets into the phone and then it is encrypted again before it is sent for authorization. Many point-of-sale terminals don’t offer this. I think mobile payments are more secure than a lot of POS systems. Plus, if NFC takes off, it is a very secure technology. We haven’t seen much fraud at all.

What will be the tipping point for mobile payments, or have we reached it already?

I don’t think we’re there yet. We estimate that category awareness among small businesses is only 10 percent. It is pretty low, especially outside of tech hot spots. I think it’s coming very shortly, though. Mobile payments started with businesses that used to be unable to take payments. Now we’re seeing it move up. Businesses that used to have a credit card terminal are switching to mobile payments because it’s cheaper and convenient and provides other benefits.

What do you think will be the most common “form” of mobile payments?

I think the swiper is a temporary thing. It’s a nice bridge technology. People are used to paying by credit card, and if you try to leap right to another technology, you have a bit of a chicken-and-egg problem with not enough consumers using it or small businesses accepting it. But the card reader and the swiper will not be where we end up. I think that we’ll end up at a place where the wallet goes away and we can simply pay using our phone. Personally, I think it will be something based on geolocation and payment credentials stored in the cloud. I think we will not get there in a year or two, but probably in five years it will be quite common to pay with your phone.

Why has mobile commerce been slow to take off in the United States?

The thing that will get U.S. consumers over the hump with mobile payments is when you start providing benefits other than simply the ability to leave your wallet at home. If you start being able to do things like tie payments into loyalty programs, really target offers that are relevant, or tie into financial-management systems — things that Intuit is really well-positioned to do — those types of tie-ins will get people over the hump.

Is this something for everyone?

I think mobile payments are for everybody. If you are a small business that is not accepting credit cards, you are losing out on sales. If you are not taking cards, this is a really easy way to do it. If you are taking cards, there are good reasons to switch. One, it will be cheaper than the solution you have, and two, it sets you up with the hardware and the software to allow your small business to start a loyalty program, to make offers that benefit customers. There really is no reason not to switch.

More than 50 percent of consumers surveyed say they’re interested in receiving coupons on their mobile devices, but only 10 percent have, according to a recent report by the Mercator Advisory Group. If you run a mobile business, mobile marketing — to the users of smartphones and tablets — could prove to be the most effective strategy for building a customer base and customer loyalty without depleting your budget.

Here’s why, and how you can get started:

Define your objective. Consider the goal of your mobile campaign. Do you want to enhance customer loyalty, promote a new location, attract a new audience, or feature a new item? Make a list of all the things you’d like to accomplish with your mobile coupons and create a budget that is realistic for what you aim to achieve. Mobile marketing services vary in price; expect to pay from $20 to $100 a month, not including the coupon value itself.

Capitalize on mobility. It’s been estimated that up to 95 percent of the population now uses a mobile device and that text messages are typically checked within five minutes of receipt. Mobile marketing campaigns present a prime opportunity to reach existing customers when they’re close to you, to let prospects know you’re nearby. Make sure that you’ve optimized your website for easy reading on mobile devices, too. Google’s GoMo allows you to see what your site looks like on a mobile device and helps you adjust and optimize the layout.

Find the right vendor. There are strict compliance requirements when it comes to mobile marketing. Using a professional mobile-marketing service will not only ensure you execute your campaign legally, but also provide you with valuable marketing intelligence around which promotions captured the highest responses. Although some of the most popular mobile vendors (such as Foursquare and Yowza) require advertisers to have a physical location, not all do. GeoQpons enables geo-targeted campaigns that reach prospects within a 10-mile radius of your business at a given time and allows you to establish unique offers for up to 20 locations. Want to maximize an existing customer database? Look into a service like TXTin.

Make your messages meaningful. Lead with the most salient part of your message and tailor promotions to current conditions. The beauty of mobile marketing is its inherent ability to react on the fly. If it’s an unexpectedly hot or cold day, promote products that appeal to those conditions. If you have extra inventory to unload before the business day ends, hold a fire sale.

Promote your promotion. To increase the reach of your mobile campaigns, think about the big picture: Add a banner graphic to the home page of your website. Tell your social media fans and followers and your in-store customers about your new mobile marketing initiative.

With spring in full swing, farmers markets offer food and craft producers an outlet for selling directly to consumers. Thanks to the locavore movement and growing public awareness of sustainable sourcing, farmers markets grew 17 percent between 2010 and 2011. More than 7,100 farmers markets were operating nationwide as of mid-2011, the USDA reports.

Here are five tips to help you sell your wares at your nearest farmers market:

1. Scope out the market in advance. Before signing up for a booth, Peggy Li, a San Francisco-based jewelry-maker who has sold handmade wares at farmers markets for the past decade, suggests visiting the market first. “Take note of the customer base and what type of vendors are at the market, and think about whether your product is a good fit,” she advises. While you’re there, chat with vendors about their experiences. Check with the market’s manager about what types of vendors are allowed (some markets permit only food sales) and what equipment (table and chairs? tent? power source?) you need to bring.
2. Offer samples. Tasting edible products can really help convince people to buy. “I always ask, ‘Have you ever tried a coffee-flavored jumbo marshmallow?’” says Mary White-Cornell, who sells her gourmet marshmallows at a farmers market in the Seattle area. For jewelry or other non-food items, Li suggests letting customers touch the products or try them on in front of a mirror. Research shows that once customers handle a product, they’re more likely to buy it.
   
3. Bring more merchandise than you need. Create an impression of abundance by keeping your booth well-stocked. “Nobody wants to buy the last of anything, so you have to pile it high to keep it from looking picked over and to get people to buy it,” says Katie Kring, a baker and farmer who sells her goods at farmers markets in the Ozarks. Tony Morales of Desert Smoke BBQ in Scottsdale, Ariz., tracks sales of his BBQ and hot sauce, so he can bring one and a half times that amount to the market the following week.
4. Create visual appeal. Professional signs and a colorful tablecloth can help to attract customers. “Make your booth inviting: clean and uncluttered, with a look that matches your brand or what you are selling,” Cornell suggests. “Since my target market is mostly women and families, I use lots of white and bright colors.” Her display also includes a 6-foot cardboard cutout of her dressed like Marshmerrie Fairy, her company’s mascot. Creating a multilevel display with crates or shelves help to show off your products and maximize table space.
5. Chat up potential customers. As a general rule, Morales tries to chat with anyone who comes within 10 feet of his booth. Not everyone is receptive to small talk, but some people are — and you want to draw in those prospects. Once you’ve struck up a conversation, you might encourage people to sign up for your email list. In addition to collecting email addresses, Li says, “I also give out business cards with each sale to ensure they return. The card contains information about their purchase, which often gets shuffled into a bag with their veggies and bread!”

Want a quick way to make a lasting impression on customers?  GoPayment allows you to easily customize the receipts you email to customers with your logo, social networking info (who doesn’t want more followers?), and additional information on your business.

With a few clicks you can be sending slick, professional receipts to anyone paying you via GoPayment.

Here’s how:

1. Log into your GoPayment account online via the Intuit Merchant Service Center at merchantcenter.intuit.com.  If you haven’t logged in here before, it’s a great resource—your login information is the same as your GoPayment User ID and password.
2. Select Manage GoPayment.
3. Look for the Quick Links section on the right hand side of the page and select Customize Receipts.
4. From here you can do a number of things to make your receipts uniquely yours, like adding:

• Your business’s logo.  Upload any gif or jpeg you’d like.
• A custom message to your customers that will appear on each receipt. Alert them to an upcoming event, or simply say “Thank you” in your own way.
• Customized legal disclosures or store policy information. (This is a great place to add important info about returns or exchanges.)
• Links to follow or review you on popular social networks including Facebook, Twitter, or Yelp.

You can also specify whether you would like receipts sent to you or another address for recordkeeping.

Try customizing your business’s receipts today!

Not long ago, business owners attending a convention or industry trade show walked away with dozens of business cards to file away in their Rolodexes when they got home. These cards were a typical part of any business transaction — the first exchange of information between a vendor and a prospective client.

Now tech innovations threaten to render the once all-powerful business card obsolete, or so the argument goes. With digital media to mobile devices, people are connecting faster than ever before. Smartphone users can snap pictures of and digitize paper cards on the spot or use an app to “bump” their phones together and instantly exchange contact information. And that doesn’t even include all the networking done via email, LinkedIn, Facebook, and the like.

Conventional wisdom says that Gen Y and other young entrepreneurs have abandoned paper business cards in favor of ever-improving digital alternatives. Just as with other print products — books, newspapers, and magazines — the writing is on the wall.

But does that mean you should you ditch your card holder? Not so fast, say business card proponents. There are still plenty of good reasons to keep business cards in your networking arsenal. For example:

• Paper business cards are a quick, easy way to introduce yourself and your services — no batteries, smartphone, or cloud required. You won’t waste anyone’s time spelling out your name and email address. And who wants to stand around watching a group of people text contact information to one another?
• Software changes frequently. When it’s time to upgrade your smartphone, crucial data may get lost. This won’t happen if you have actual business cards as backup.
• Business cards help to build your brand at industry networking events, chance encounters at Starbucks, and parent-teacher meetings. The quality of the design, as well as the card’s texture, are expressions of your brand.
• You can tack a business card on a bulletin board or leave several behind, so people can take one at their convenience (even if you’re not there) for handy reference later. Special introductory offers, or a map to help people find your office or store, can be printed on the back of the card.
• Cards are ideal for businesses that rely more on direct contact than technology. This may include consultants, tutors, and gardeners, for example. Cards can provide a personal touch and tangible “proof” that your business is here to stay.

So, while the debate rages on, some business owners are opting for a sensible compromise — adding a QR (quick response) code to their business cards. It’s a free, easy way to transfer contact information into another person’s mobile-phone database and, some might say, the perfect marriage between tradition and innovation.

In San Francisco’s Noe Valley neighborhood, Marina Snetkova is known as “the Cookie Time lady.” She sells freshly baked snickerdoodles, molasses spice cookies, and other goodies from the window of her food truck, which she parks six days a week at 3865 24th St. between 5 and 10 p.m. “Evenings are a better time for business,” she says. “People stop by on their way home from work — or later when they are out walking their dogs.”

The Latvian-born entrepreneur, who learned to bake at her grandmother’s side and later studied at the California Culinary Academy, also offers European-style spicy hot chocolate, flourless oat-raisin bars, and sorbet sandwiches. “Trucks are very limited in terms of water, storage, and work space, so I keep it simple,” she says, “even though I can do more elaborate things.”

The GoPayment Blog recently talked with Snetkova about the challenges and the rewards of her mobile business.

GoPayment: What prompted you to join the food truck revolution?

Snetkova: My dream was to open a wine bar, but that required too much of an investment, so I decided to start small. I was driving across the country to San Francisco for a wedding, and my friends convinced me that I should start my business here. The city had become more friendly to food trucks. I found my truck, a 1996 Chevrolet Grumman, on Craigslist and negotiated the price down because I couldn’t drive a stick shift. The transmission broke on the first day.

What was the next challenge?

The oven broke. The truck was an ugly duckling, so I gave it new clothes: a convection oven, refrigerator, storage, and workspace. Since I move the truck every day, I needed a way to keep everything stored securely. It’s 21 feet long, but I only have about 10 to 12 feet to work in, so I have quite a few bumps and bruises.

Was it difficult to secure a parking space and get the necessary permits?

I had to find my space and do all the documentation. I’m a very legal truck vendor. I was in Noe Valley, a neighborhood with lots of kids, and saw a private parking lot where I was able to get a permit to park. There were a lot of health department requirements; I needed a business license, had to have the truck inspected for safety, and ensure that I had a safe place to park it for the night, etc. I got my permits on July 11 last year and opened for business on Nov. 26, Black Friday.

How do you market your business?

I just use Facebook and Twitter. It’s the way I let people know what’s coming out of the oven today, or if I’m going to be closed because of the weather. And, now that I take credit cards (with GoPayment), I’ve doubled my credit card volume. I really like the interface, and when people ask for a receipt, I send it by phone or email; it helps me to remember their names. Local food blogs have also given me some exposure.

One blog reported a kerfuffle with a coffee shop. How did you resolve that?

I went in with my cookies to introduce myself but did not receive a very friendly reception. I don’t put any energy into negativity. I am not taking any business away from the owner, and I think she realizes that now. The neighborhood has been very supportive.

What have you learned after four months in business?

The best thing I’ve learned is to just go for it and let things flow. The pleasure comes from knowing I’ve made the best possible cookie with whole grains and mostly organic ingredients. Watching little kids eating warm cookies, with chocolate on their faces, makes it all worth it. I tell my friends that I’m exhausted all the time, but I think I’m happy.