By Roy Schwedelson

New business ideas have always fascinated me, especially when the concept for the business has been with us all along.

I'm not thinking about the Internet companies that have come and some gone, I'm talking about real 'Meat and Potato' businesses such as ice cream and coffee. Things we always had around us but didn't brand or position for real profit.

One of these businesses was Mail Boxes Etc., and all of their competition. When these businesses came about my reaction was - that's terrific, why didn't I think of that. Kinko's is another one of these ideas that sort of predates the Internet.

Mail Boxes was unique and coming from an entrepreneur's background (anyone who started a direct marketing company qualifies) I was wishing that they had those places when my business was starting. In those days we had one choice, if you started the business at the kitchen table, go get a P.O.Box.

There was nothing wrong with a P.O.Box, except it told the world, 'hey we're little and just starting out'.

Now, according to an article that recently appeared in this publication, the great idea is going to have a worse connotation than the humbling 'we're little guys'. The new monocle for anyone using a Mail Boxes Etc. will be, ' we may be fraudulent ' and that is unfair.
The article, "New CMRA Rules Take Effect Aug. 1", appeared in the July 20th issue of DM News written by: Melissa Campanelli .

"A U.S. Postal Service regulation requiring that special addressing designations be placed on mail from individuals or small companies that get their mail at commercial mail receiving agencies takes effect
Aug. 1. Under the rule, the USPS will require CMRA private mailbox holders to include a "PMB" designation or the pound sign on their mailing address to designate it as a mailbox at a CMRA, such as Mail Boxes Etc., and not an apartment or suite."

The rationale is that many of the companies or individuals using these commercial mail receiving agencies are deceiving consumers into believing that they are established commercial enterprises and engaging through these facilities activities harmful to consumers.

How much fraud has been taking place in these places?

And how many lawful entrepreneurs and small businesses have opted for these CMRA's instead of the old P.O. Box? The Post Office isn't throwing this 'monkey wrench' because of competition?

The CMRA's offer many of the services that the Kinko's business offers. These places are the original incubators for small business.
The Post Office has a responsibility to the consumer but small, really small business is important as well.
As a list professional (and this issue being the DMA List Vision Issue) I see new select possibilities.
A PMB or # sign designation on the address will now signal a SOHO or 'really small' CMRA type business. That's a whole new marketing segment. Think of the BtoB, Real Estate, Insurance and Credit card offers going to this select group of Entrepreneurs.

New magazines can start, CMRA Professional, a perfect controlled circ pub for any number of publishers.
Sadly, that great idea of Mail Boxes Etc. and all the others now will carry an unfair stigma.

They should have stuck with the Ben & Jerry's or Starbucks.