Apple Valley resident Robin Peterson benefits from possessing a positive attitude – a vital trait in today’s real estate market. “I don’t look at life with obstacles,” Peterson said. “People say the real estate market has been challenging. We’ve gone into a challenging real estate market and found homes for people and helped people sell homes.” As president of Coldwell Banker Burnet, Peterson oversees the day-to-day operations for the company’s 24 sales offices in the Twin Cities, St. Cloud, Rochester and Western Wisconsin, as well as managing 1,800 sales associates. Her journey to the top of Coldwell Banker Burnet began where she grew up – Westfield, NJ – 20 miles from New York City. Peterson grew up watching her father operate the family textile business in New York City. He died when she was 16, leaving her to help keep the business going. “I was exposed to the business elements and responsibility at a very young age,” Peterson said. “I reapplied some of what I saw in him. He had an extremely strong work ethic.” Peterson’s mother had a strong influence on developing her positive attitude – a trait she relies heavily on as president. “She always looks for the good in people and always taught me how you seek out positive attributes, and that in turn enriches your life,” Peterson said. That advice has helped make Peterson successful in the real estate world. Robin Peterson, President, Coldwell Banker Burnet
>>>> A Team Player-Page 4
2 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
L •i •f •e Many women reach their 50s and 60s and decide the adventure of a new challenge is simply too hard to resist. Oftentimes, this new challenge comes in the form of a second career. Though the United States Department of Labor notes it’s difficult to pinpoint how many career changes the average worker undergoes during his or lifetime, career coaches typically say women will undergo between three and seven career changes during their lifetime. Of course, such estimates no doubt include career changes at the onset of a one’s professional life, when many people are not precisely sure what they want to do for a living. For older workers, the uncertainty lies less in what they want to do and more in if they can pull it off. For those who have already decided what they want to do, consider the
following tips to help ensure that dream becomes a reality. • Be patient. Aside from being qualified, the most important thing a person changing careers can be is patient. A successful career change does not happen overnight. Some career changes might require returning to school. Others might not require a new degree, but might require an established professional start from the bottom up. Whatever the situation, it’s best to remain patient. If your new career is worth pursuing, be patient enough to see it through. • Network. Networking is often seen as an opportunity to advance within your own industry. However, networking can be just as valuable when changing careers. People within your network might be able to introduce you to new contacts outside of your industry. These contacts, even if they don’t
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after that first career have a job to offer, can often provide valuable insight into the industry you’re attempting to enter. • Volunteer. If your second career is going to be a complete 180 from your current field, it might help to volunteer and gain some experience before beginning a job search. Volunteering can prove beneficial in many ways. First and foremost, it provides potentially valuable experience you likely don’t have, and that experience may help down the road when you begin looking for a fulltime position. Another benefit to volunteering is it can provide a genuine look into the industry. This will either strengthen your desire to enter this new field or might encourage you to think more deeply about your pending career change if the field isn’t quite what you thought it was going to be.
Finally, volunteering can be a great way to get your foot in the door. Should a position open up, a company is much more likely to consider the man or woman who has been volunteering at the firm than someone they don’t know. Be flexible. In today’s job market, the flexible candidates are more likely to be successful. When changing careers, be as flexible as possible. Determine if relocation is a viable option, and assess your financial situation to determine how much financial flexibility you have. Career changes often come at the expense of a smaller salary. If your financial situation does not allow for a reduction in salary, now might not be the right time to change careers.
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“
My management style is one of involvement, but also one of empowerment. I give permission for everyone to give and receive feedback. It’s a culture that success begets success. Without a strong work ethic, you can’t achieve your ultimate potential or success.
”
Robin Peterson, President Coldwell Banker Burnet
Fulfilling dreams, achieving goals Peterson/From cover BY MATT HANKEY - SUN NEWSAPERS A former middle school English and history teacher on the East Coast, Peterson moved to Minnesota in 1976 when her husband, Fran, was pursuing a job opportunity in the Twin Cities. After some exposure to real estate on the east coast, Peterson launched into the field after meeting the company’s founder – Ralph Burnet – when buying her first home in Eagan in 1976. “He was extremely inspiring and I decided to go into real estate at the point in time,” said Peterson, who has lived in Apple Valley since 1979. She saw the real estate business as one she could advance in, while helping others achieve their home ownership goals. “My belief in helping others grow motivates me,” Peterson said. “I get passionate about our business, but I’m as passionate about seeing people succeed.” She began her career with Coldwell Banker Burnet as a sales associate, and later became branch managers for Bloomington and Eagan, afterwards becoming the director of training for the company. From there, Peterson was the regional vice president and executive vice president before becoming president of the company in 2000, working at its headquarters in Edina. Peterson noted that women comprise roughly half of the upper management positions in the company. “There are no glass ceilings in this company,” Peterson said. “The sky is the limit as long as you want to work hard and be passionate about what you do.” She is an admitted proponent of being a hands-on manager. “My management style is one of involvement, but also one of empowerment,” Peterson said. “I give permission for everyone to give and receive feedback. It’s a culture that success begets success. Without a strong work ethic, you can’t achieve your ultimate potential or success.”
Apple Valley resident Robin Peterson has been the president of Coldwell Banker Burnet since 2000. “I see life as a series of growth experiences,” Peterson said. “I fell in love with the career of real estate because it helps people grow themselves and helps change lifestyles.” (Photo by Matthew Hankey – Sun Newspapers) As president, Peterson has helped implement a home resource center for the company. The center has a concierge service and a call center, which helps both real estate shoppers and company sales associates. One center feature allows customers to call the company when they have a question or need with their home and a sales associate can then recommend a business specific to their needs. Peterson said the customer feedback has been excellent regarding the home resource center. “In addition, people come through our website and can ask questions in real time
about their real estate needs,” Peterson said. Peterson has also overseen the creation of the company’s transaction management system, which contains all customer closing documents – accessed by customers with a username and password. Peterson said she has worked to make business easier for both her employees and the clients they serve. “I have a belief that you have to try different things that are consumer-based and also for our sales associates,” she said. “If 51 percent of them work, you’ll still be in business.” Peterson derives inspiration from numer-
ous places, but cites her family as one of the strongest. Her job duties often overlap with important dates such as holidays – days she would rather be with her family. But, she involves her family in her work life and said that is a key for anyone’s success, not just her own. On one Mother’s Day, she was working an open house and her husband and two children came through the home’s front door and surprised her with balloons and flowers. She wouldn’t have it any other way. “My children have been able to grow up seeing me live my passion,” Peterson said. “They’ve been so supportive of my career.” CMYK
4 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
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Team Player & Owner Broadway Awards owner wants to be part of the team BY ANNA WOODWICK - SUN NEWSPAPERS
Six years ago, Broadway Awards in Robbinsdale, changed its future by becoming a 100 percent female owned company. Annette Coffin has worked at the company, which was started by her parents, for 22 years. She worked her way up the corporate ladder at Broadway Awards by starting as a part-time employee, to becoming a full-time employee, to finally owning the business. Although technically, Coffin is the owner of the store, she doesn’t like to take the title; she would rather share it with her success with coworkers. “I don’t think of myself as a business owner,” Coffin said. “I think of myself as part of the team.” Her modest way of thinking has earned her the respect and continued business of her clientele, which Coffin said has helped her along the road of becoming a business owner. “People come to us for quality customer service,” she said. “We’re there for our customers and that sets us apart.” Coffin admits that she has never thought of herself as a salesperson and has come to know everything she does about the industry by learning the business from start to finish. “It’s been a part of my life for so long, I don’t know any different,” Coffin said. “I like to learn more.” In order to further herself in the business world as a female-owned company, Coffin has continued to take the initiative for continued learning and takes classes for the industry, received certifications, participates
“You have to have a good business plan. Use the resources and research everything you can.” Annette Coffin Owner, Broadway Awards
in webinars and seeks the mentorship of retired professionals through SCORE, in St. Louis Park. “I want to be able to do everything,” she said. “That’s how I can train people.” Coffin is well known around Robbinsdale and she said she enjoys the small town feel and being able to know her customers by name. “It’s a great little town,” Coffin said. “It has the hometown feel here.” Though she lives in Brooklyn Park, she has established herself in Robbinsdale, not only through her work at Broadway Awards, but by becoming a member of the Chamber
of Commerce, and the newly elected president for the organization. Being on the Chamber of Commerce has given Coffin a chance to learn more about becoming a business owner and she says through the group, she is still learning. “I love learning things and soaking things up in my head,” Coffin said. “I’m learning a lot from people on the chamber.” During her time as Chamber of Commerce President, Coffin hopes to bring more business establishments to the town, especially since it’s been a great location for Broadway Awards. Over the years, women have been
increasing their presence in the business world as owners and Coffin’s advice is to take advantage of the ability to expand your knowledge every way possible. “You have to have a good business plan,” she said. “Use the resources and research everything you can.” Starting a business in a recession can be difficult, and that’s why Coffin advises to go into something you truly enjoy. “I love people, it’s a win-win,” Coffin said. “They need what I have.”
CMYK
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core Big
www.MinnLocal.com – Thursday, October 27, 2011– Women in Business 5
Senior Housing Copperfield Hill
Lucinda Gardner
Title: Administrator
Building solid credit part of a sound financial plan Whether you’re in the beginning stages of starting up your own business or looking to manage your current business’ credit more efficiently, it’s always important to stay on top of your finances. The Better Business Bureau of Minnesota and North Dakota (BBB) is advising business owners to follow a few simple steps to ensure the financial health of their business. “It’s never too early to start to establish a separate credit record for your business, even if your business is still in its very early stages,” said Dana Badgerow, president and CEO of the BBB. “Keeping your business cards separate helps with record-keeping — and many credit card companies provide special spending reports that can tie in with your accounting software and make it easier to keep track of your business expenses at tax time.” The BBB recommends following these simple steps to manage your business’ credit: Establish a consistent identity. Always use the same business name, address and phone number from the beginning, so it will be easy for the credit reporting agencies to keep your records in one file. Open your first accounts. Get a separate checking account for your business. Also open an account with an office supply firm or other supplier that reports the transactions to business credit reporting agencies.
Provide key documentation. Lenders will generally ask for your business’ tax records and earnings statements for the past few years so they can see how much you have earned in the past. And they may also ask for a business plan so they can assess your potential for future earnings. They are often interested in looking at your cash flow in relation to expenses and your total debt in relation to your earnings. Apply for a DUNS number from Dun & Bradstreet, one of the major business credit reporting agencies (go to www.dnb.com). It usually takes 30 days to establish a DUNS number, or you can pay extra for an expedited account. Then make sure that the companies where you have trade accounts are reporting the information about your ontime payments to Dun & Bradstreet. Check your business’ credit score. Similar to a credit score for individuals, a PAYDEX score distills the information in your Dun & Bradstreet credit report into one number, which shows potential lenders the likelihood that you’ll make your payments on time. These scores range from a low of 0 to a high of 100. A score of 80 to 100 generally means that you pay your bills before the due date; 50 to 79 means a medium risk of late payment (averages 30 days or less beyond the loan’s terms); and a score of 0 to 49 means a high risk of late payment
Patricia Perez-Jenkins ATTORNEY/PARTNER
Years of Service: 6 years Education: J.D. University of MN Law School B.A. Harvard University Specialty: Family, Employment, Immigration Law
Perez & Gomez Law, LLC 842 Raymond Ave. Ste 200 • St. Paul, MN 55114 763-463-0367 web.me.com/perezgomezlaw
What do you enjoy most about your current position? In my current position I most enjoy seeing the impact our employees have on the lives of our residents. I came to this position out of necessity rather than choice due to circumstances beyond my control. While overwhelming and seemingly impossible to turn around at the start, I just kept thinking of my grandma and the pride she had while living at Copperfield Hill. I made it my goal to restore Copperfield to a place my grandma (and my family) would be proud of. With a lot of help from a great team I can now truly say that Grandma Elva would be proud. This is best seen on the faces of our residents each and every day as our wonderful group of employees pour out their heart and soul to make Copperfield a home where they feel cared for, appreciated and loved. Juggling a career, family, and personal life can be very tough. What do you do to help maintain balance in your life? Maintaining balance between a career, family and personal life is a constant struggle – almost a war of guilt! The most important thing to me is maintaining the ability to leave work at the office and be fully available to my family when I am with them. I bring work with me so that if I have a few extra minutes before or after a football game or after everyone is in bed I can sneak in a little time here and there. I also know that I am the best mother when I am well rested and having fun too so I am not afraid to get a babysitter or ask family/friends for help when ‘me’ time is needed. This time is usually spent catching up/maintaining relationships with my very supportive group of friends. And most importantly “Don’t beat yourself up!!!!” Did you have a mentor that inspired you? If so, who and what did they teach you? I went to work for my dad the summer after I graduated from college for a ‘summer’ job before law school and never left. He is definitely my mentor and although being in a family business can be difficult the rewards far outweigh the negatives. He is a true entrepreneur and I have learned so much working side by side with him over the past 27 years. He has taught me the values of hard work, taking risks, creativity, initiative, being the best, “there is no problem that can’t be solved by enough thinking” and that “every job is your job” just to name a few. His creativity and love for family is well expressed at Copperfield which he built and designed for my grandma 25 years ago.
4200 40th Ave N, Robbinsdale, MN 55422
763-277-1001 www.copperfieldhill.com
6 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
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Restaurants & Catering St. Petersburg Restaurant & Vodka Bar, Robbinsdale Euro Gourmet, St. Louis Park
By Ernie Larson • Sun Newspapers It has been over 17 years since Irina Velikson opened up Euro Gourmet, a European deli on Minnetonka Boulevard, and 10 years since opening St. Petersburg Restaurant in historic downtown Robbinsdale. Born in St. Petersburg, Russia, owner Irina Velikson immigrated to the United States in 1990 at a time when the Soviet Union’s economy had begun a long downslide. After moving to Minnesota, Irina noticed that there were only a few stores that carried European products, and the inventory that was offered was limited. Euro Gourmet opened in 1994, originally targeting the large Russian community in the Twin Cities. Working with distributors in New York City and Chicago, Irina focused on offering a wide variety of products that would give her customers a taste of home. The deli offers the largest selection of European meats and cheeses in the Twin Cities, as well as a wide variety of chocolates, desserts, deli items and gifts. The deli has grown over the years with the demand, and now features a Euro café where customers can enjoy a cup of coffee, pastries, Pierogies, Blintzes, and Pelmeni and the ambiance of the store. In addition, hot items are available for dining in or take out. The deli is located at 8032 Minnetonka Blvd in St. Louis Park, and is open Monday through Saturday 10 am to 8 pm and Sunday 10 am to 6 pm. You may contact them at (952) 270-5536. After opening Euro Gourmet, Irina was frequently asked to also open a restaurant. In 2001, Irina opened St. Petersburg’s Restaurant in Robbinsdale, at the intersection of 36th avenue and Highway 81. The restaurant, decorated in royal blue and white with Czechoslovakian crystal chandeliers, showcases commissioned artwork from the famous Russian artist Arena Sloutsker. Customers can choose from popular entrées such as Beef Stroganoff, Chicken Kiev, and Pierogi just to name a few. Also on the menu are Walleye, Salmon, Lamb Chops, Pork Chops, and Angus Top Sirloin Steak giving patrons a plethora of options to choose for their dining pleasure. The restaurant can easily accommodate up to 200 for dining, 80 people in their Private Event Room, plus an additional 60 in the Vodka Bar and offers free parking for all of their customers. Whether you are hosting a wedding reception, special celebration or private event, Irina strives to make your planning easy by offering assistance in the menu selection as well as with any decorations. The authentic Russian restaurant has quickly become a hometown favorite, serving both Russian and American cuisine and boasts over 100 vodkas from around the world in their Piano Bar. Enjoy 2-for-1 martinis in St. Petersburg Vodka Bar every Tuesday through Friday from 4:30 pm to 6:30 pm. St. Petersburg Vodka Bar, also serving dinner until 9 pm weekdays and 10 pm on Friday and Saturday, is open Tuesday through Thursday 4:30 – 10 pm; Friday and Saturday from 4:30 pm to 1:00 am. Patrons of the Vodka Bar enjoy live Piano entertainment every Thursday and Friday from 5:30 pm to 8:30 pm. St. Petersburg Restaurant is open Friday and Saturday from 4:30 pm to 1:00 am, and features the Russian band ‘White Night’ every Saturday night starting at 8 pm, and will be featuring Mia Dorr live on stage October 28, November 4, November 18, and November 25th starting at 8:30 pm. After enjoying St. Petersburg’s traditional Russian appetizers, soups, entrées, to their friendly and knowledgeable staff – you’ll be excited for your next visit to St. Petersburg Restaurant and Vodka Bar. Check out the restaurant’s web site at www.myvodkabar.com , or contact them at 763-587-1787.
Marie Barta
Roots run deep BY SUE WEBBER - SUN NEWSPAPERS Marie Barta grew up in New Hope, and now her career has brought her back to her roots. Since 2005, Barta has been administrator of Good Samaritan Society-Ambassador, 8100 Medicine Lake Road, New Hope. The care center has 85 beds and 135 employees. Prior to coming to the New Hope facility, Barta worked at the University and Crystal Lake Good Samaritan facilities for a total of 15 years. “I’ve always been in long-term care; I just got hooked,” said Barta, who began her working career as a nursing assistant. “I love my job. I would never be anywhere else. I really like health care and working with the elderly.” Barta said she has always had a strong loving relationship with her grandparents. “The elderly are so forgiving,” she said. “They have lots of stories. I’ve learned so much.” After earning her degree at Metropolitan State University, Barta first got into the business office side of health care, working with budgets and finances. Roots run deep
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www.MinnLocal.com – Thursday, October 27, 2011– Women in Business 7
Health care in her blood Automotive Fiat of Minneapolis Roots run deep/From previous “Then a mentor noticed that I was very independent and organized and had an internal passion for health care, and she encouraged me,” Barta said. “She said, ‘You have the skills. Go and get your license.’” Having a mentor, someone who believes in you, is important and “means so much,” Barta said. “It’s especially true with women,” she said. “Women sometimes lack confidence getting into a man’s world. It’s important to have good business contacts, as well as people who believe in you and support you.” Building on the support she received from her mentor, Barta is a strong proponent of education. “I have had two administrator-intraining students, and I’m always asking for more,” she said. “I encourage people to invest in themselves. Education is great, along with having a passion for what you do.” Barta acknowledges that her work involves “a lot of emotions.” Ambassador’s short-term care patients usually fall into the 60- to 75year-old category, she said, while most of the long-term patients are age 85 and above. “We’re dealing with peoples’ lives and families,” she said. “It can be difficult,
but if you love what you do, it’s worth it. I feel I can make a difference in seniors’ lives and make something good for them. It’s very rewarding.” Barta currently is overseeing a construction project, slated to be done before the end of 2011, which began when officials at Ambassador determined that the facility needed an improved environment. Ambassador sought funding through the state to help finance the upgrade, which includes the addition of shortterm care suites that offer private rooms, baths and showers. The facility has upgraded from nine private rooms to 42 private rooms. “Most older people want their privacy,” Barta said. She is confident that the Good Samaritan Society-Ambassador facility offers the very best of care. “I would put my own mother at Ambassador,” Barta said. “I can’t count the number of staff who have placed family members here.” Now a resident of Champlin, Barta and her husband, Kevin, have three children, including sons ages 15 and 14, and a 7-year-old daughter. The children enjoy visiting the Ambassador, and Barta’s two sons have begun volunteer work at the facility, she said.
Q: I want to start my own business. What are the first steps I should take? Are there any college courses that will help me get started? A: If someone is considering college to prepare for starting their own business, there are classes to be on the lookout for, specifically Entrepreneurship and Small Business Management. In these classes, students prepare business plans, learn about tax liabilities, and so on. Researching various colleges for one that best suits a person’s needs is important, and asking other successful entrepreneurs about their educational backgrounds is also a good idea. Starting one’s own business is a dream for many people, but serious consideration should certainly be taken, to determine if there is a market for the goods or services that this business would be providing. Eric Slette, Director of Career Services - Blaine Campus Globe University/Minnesota School of Business
Doreen Fischer By Ernie Larson • Sun Newspapers
Doreen Fischer, Luther Automotive, and Fiat are all making history together. Luther is the first automotive group chosen to have all of the Fiat Studio’s for one state in Fiat’s history, and Fischer will be the only Luther Manager responsible for these multiple dealerships. Doreen Fischer started her career as a radio advertising representative in North Dakota. A local dealer was so impressed with her level of service that she was offered a job. “I wasn’t interested in selling cars, but wanted to have a role in their customer service.” Her focus was seeking out opportunities to improve the customer service the dealership provided. “I had our female customers handing me their keys and asking me to help them with our Service Department. They had a comfort level and trusted me, and I was happy to do it.” Fischer started focusing on the customer’s experience, and ways to enhance it from sales to service. It wasn’t long before the North Dakota dealership decided to expand, and asked Fischer to open up their new Minnesota location. In 2006, Fischer was presented with the opportunity to become a member of the Luther Automotive family. Originally joining the Luther team as Sales Management Support, her role with the dealership eventually morphed into a new position response for new and pre-owned inventory management. Known for continually trying to improve customer service, Fischer was involved in the development of the Luther Advantage Program where clients purchasing either a new or pre-owned vehicle can benefit from a pre-owned detailed inspection, guest discounts, warranty programs, the Fixed Right Guarantee, On-Time Promise on repairs, and convenient return/exchange policies. In 2010, Fiat announced that after a 27-year absence they would be returning to the U.S. in 2011. Luther asked Fischer to open the 1st Fiat Studio in Minnesota and this past March, Luther Fiat of Brookdale opened in Brooklyn Park. The Studio features 120 new Fiats in multiple colors. The Fiat 500 offers a City MPG of 30 and Highway MPG of 38. Having sat in compact cars before, I was surprised by what the Fiat had to offer. The seats are extremely comfortable and the inside of the vehicle is spacious for a compact car. Having had a soft top in the past, I was impressed with the convertible top which reminded me of a huge sunroof. “With all of the options that are available, and 14 different colors to choose from, there are 500,000 possibilities with a Fiat. It truly is creating a customized car for your personality and lifestyle,” says Fischer. As I was looking at my own Fiat, I couldn’t help but notice a couple getting ready to take theirs for a test drive. As the driver got into the car, I could see the enthusiasm on her face as she familiarized herself with the car’s dash. After buckling, she immediately retracted the sunroof on a sunny – but brisk – Minnesota fall day and took off onto Brooklyn Boulevard. A second location in Bloomington opened on October 22, and at the helm of Luther Fiat of Bloomington will be Doreen Fischer, ensuring that every customer experiences the Advantage that Luther has come to be known for. For more information, visit Luther Fiat of Brookdale at 7417 Brooklyn Blvd in Brooklyn Park or call 763-222-2600. Or, visit Luther Fiat of Bloomington at 8033 Knox Avenue South in Bloomington, or call 952-367-4300. You may also visit them online at www.fiatminneapolis.com.
8 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
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Eden Prairie Osseo
Waconia
ress P n o s d Hu
Monticello
Stillwater
I would like to honor all of the women at Sun Media for their dedication and professionalism. All of your team members and our over 1 Million readers appreciate your enthusiasm and commitment to deliver the best local news and information to the communities we serve.
Thank you! Jeffrey Coolman, Publisher CMYK