As an "SMSologist" can I sum up by saying
1. SMS will cost you money, time and effort.
2. SMS will save you money, time and effort.
3. An SMS manual does not mean that you have an SMS.
4. Start simple and get simpler.
5. The principles are the same whether you are a 'Mom and Pop' or Air Canada.
Good luck with your SMS, by the way, I can help.