Play Dough
KidBiz
February 25, 1998

So you've embarked on a project to help your child start up a business. Congratulations! Elsewhere we've detailed some of the practical issues you need to bring up with your child who wants to build a Lemonade Empire. But what about character? What about using this as an opportunity to learn Life Lessons?

Fortunately, the daily grind is chock-full of just these kinds of lessons. Such as:

1) You're going to McDonald's. Why? Well, yes, of course you love the Big Macs and the fries and the shake, but why do the kids even know the name McDonald's? Brand name recognition. This is something that your child will want to learn about. How will she get the word out about her company?

2) You stop at the dry cleaners. The new dry cleaners. Why did you switch from the old one? Can it be that those grape juice stains you specifically pointed out were not cleaned at the old dry cleaners? That its service ain't what it used to be? The importance of customer service and customer retention is something your child has to be thinking about if she wants her business to succeed.

3) Your child has a dentist appointment. While there, you both notice the Lexus 400 parked out front with the vanity license plates -- "ROOT CNL." You get to talking. Why does a dentist make more money than a receptionist (or a dry cleaner clerk)? Because training and dedication become valued commodities in the marketplace. A skill that takes a long time to acquire is, in general, more highly valued and rewarded than one that can be mastered quickly.

4) From the dentist's office you call the tree surgeon, who you've used for the past ten years, who has an appointment to trim that silver maple in the backyard. You're calling to tell him that you may be a few minutes late, even though he'll be on time. Why are you still using him, even though you often get mailers advertising the services of his competitors? It's the value of someone who's reliable and does a good job.

5) You stop at a service station to fill up with gas. While there, your son sees a sign that says, "Mechanic Wanted -- Inquire Within." Your son has taken auto shop in high school, and likes working with cars. But when he talks to the manager, the manager explains that he wants someone with experience. Lots of experience. Why? Because someone with that much experience has seen a lot more mechanical problems. Your son offers to work for less. The manager explains that it isn't worth it to him, right now -- he needs to find someone who already has the skills. The value of learning a trade, and developing experience, is evident.

Then you go home. Your child runs up to the office, filled with renewed gusto, bursting with creativity, determined to serve the customer, be on time, establish a great reputation, and make loads of money.

Go ahead. Beam.

-- David Wolpe ([email protected])