Technology for small business: from IP faxing to video mail to VoIP, advancing technology exists to help small businesses thrive.

• Author: Barbour, Tracy

In the "old" days, Anchorage's Pip Printing relied on traditional printing plates, expensive film and face-to-face client contact. Customers had to come into the shop, provide a drawing of what they wanted and proof a hard copy to finalize their job.

Now with technology, that's all changed. Today, clients can complete print jobs with the 26-year-old company without ever setting foot in its Fourth Avenue location. Customers can submit files using popular software like Adobe In-Design, Illustrator and Photo Shop and even Microsoft Word--or by fax. Then Pip Printing electronically sets up the job, sends a proof by e-mail or fax and digitally outputs a final product.

Technology is a "huge" component of operations at Pip Printing, said co-owner Shelley Bramstedt. Just about everything that used to be completed manually is now handled mechanically. "Technology has taken over.... In reality, it is possible to have a full print job done without ever meeting with customers," Bramstedt said.

Pip Printing is among a growing number of small Alaska companies that are leveraging technology to enhance their internal processes. Incidentally, a small business--of which Alaska has about 629,000--is one with fewer than 500 employees, according to the Small Business Administration.

TECHNOLOGY CRUCIAL TO SUCCESS

Technology is an important tool that can help businesses become more competitive, reduce production costs and gain greater control over their operations. It can help companies improve efficiency in just about every area, from customer service to record keeping, said Carolyn Pratt of the Alaska Small Business Development Center. Having computerized operations is especially important for businesses seeking opportunities with government agencies because of the requirement for electronic payments, added Pratt, who serves as director of the Technology Research and Development Center (TREND).

In Alaska, most businesses are using computers and rely on Internet technology as a major part of their operations, according to Pratt. For example, tourism-related companies are using the Internet to market their services. And Native arts and crafts businesses are using the Web to sell a variety of products, from trinkets to fine art.

"I think it's essential for any small business in Alaska to be utilizing the latest, greatest computer software and hardware to improve their business operations," Pratt said.

ONLINE ADVERTISING TOOLS

Alaska is one of the nation's leading consumers of high-speed Internet access, particularly via cable modem. In fact, about 80 percent of households in rural Alaska access the Web through broadband connections, said David Morris, rice president of corporate relations for GCL which provides Internet, telephone and data communication services statewide.

This makes Internet technology a powerful marketing tool for small Alaska businesses wanting to connect with potential buyers throughout and outside the state. Increasingly, Alaska businesses are taking advantage of online marketing through search engines. Gray Line of Alaska, for instance, has fully optimized its Web site to attract "natural" traffic from major search engines.

As a supplement, the company also uses pay-per-click Google and Overture to drive instant traffic to grayline alaska.com. About 5 percent to 10 percent of the site's total traffic comes from paid search results from Google, Overture and other resources, according to Mark Mumm, the director of sales and marketing for Gray Line of Alaska, a smaller Division of Holland America.

Paying for search engine listings gives Gray...