American Drycleaner - September 2014

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drycleaner

Diana Vollmer 30

Passing On Your Drycleaning Plant

Lloyd R. Manning 36

Dad & Son Cleaners All About Family

Three generations of Halsells have built Cleveland business since opening in late ’50s.

Charles Thompson II

Cyber Security Risk Management 101 Understand your responsibilities, take steps to thwart hackers Mark E. Battersby

“Business has never been better.”

Becky Afendoulis, Owner of Afendoulis Cleaners

PRE-INS P ECTION

When T hings Go Bad

Bruce Beggs

Pardon me for deviating from commenting on this month’s topics but I have to share a quick tale and issue some heartfelt thank-yous. The calendar on my desk read “Final Deadline,” and I was working on this very is sue of American Drycleaner when my Mac laptop—the piece of equipment that I rely on most heavily in produc ing this magazine—suddenly stopped working. No mat ter what I tried, I couldn’t access the software I needed ... and the clock was ticking.

Publisher

Charles Thompson 312-361-1680 cthompson@american trademagazines.com

Editorial Director

Bruce Beggs 312-361-1683

bbeggs@american trademagazines.com

Production Manager

Roger Napiwocki

National Sales Director

Donald Feinstein 312-361-1682 dfeinstein@american trademagazines.com

Digital Media Director

Nathan Frerichs 312-361-1681 nfrerichs@american trademagazines.com

Main: 312-361-1700 Fax: 312-361-1685

Nathan, our digital media director, also took a crack at resurrecting my Mac but had no luck. So what do you do when your star quarterback gets knocked out of the game? You bring in his backup.

Nathan quickly supplied another Mac, Roger provided the production tools I needed, and Carlo pitched in to take last-minute editorial tasks off my plate.

The fact you’re reading my column is proof we successfully overcame this obstacle and met our deadline, and I have our talented team to thank for that.

My question to you: How do you prepare for the unexpected, and who do you turn to when things go bad? O

American Drycleaner (ISSN 0002-8258) is published monthly except Nov/Dec combined. Subscription prices, payment in advance: U.S., 1 year $39.00; 2 years $73.00. Foreign, 1 year $89.00; 2 years $166.00. Single copies $7.00 for U.S., $14.00 for all other countries. Published by American Trade Magazines LLC, 566 West Lake Street, Suite 420, Chicago, IL 60661. Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Drycleaner, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 81, number 6. Editorial, executive and advertis ing offices are at 566 West Lake Street, Suite 420, Chicago, IL 60661. Charles Thompson, President and Publisher. American Drycleaner is distributed selectively to: qualified dry cleaning plants and distributors in the United States. No material appearing in American Drycleaner may be reprinted without written permission. The publisher reserves the right to reject any advertising for any reason. © Copyright AMERICAN TRADE MAGA ZINES LLC, 2014. Printed in U.S.A.

American Drycleaner, September 2014 www.americandrycleaner.com

Survey: Unreliability is most undesirable employee trait, majority of dry cleaners say

CHICAGO — Dry cleaners deal with a number of challenges any given day, so the last thing they want is for their own employees to be part of the problem.

The majority of cleaners polled (43.1%) say being “unreliable” is the most “undesirable trait” for an employee to have, according to results from August’s American Drycleaner Your Views survey.

Dry cleaners also found these traits to be a “[sure] way for an employee to tick [them] off”: “Doesn’t follow rules” (13.9%), “Doesn’t work well with others” (12.5%), “Unmotivated” (9.7%), “Disloyal” (6.9%), “Lacks initiative” (5.6%), and “Fails to meet goals/deadlines” (1.4%).

The average number of full-timeequivalent (FTE) employees a dry cleaner oversees day to day is 18.8, according to survey results; the largest total reported was 155.

When asked if they’ve received any “formal training in personnel management,” 52.7% of dry cleaners say they have, and 47.3% report they have not.

“Finding good, reliable employees, whether experienced or inexperienced,” has become a personnel challenge for one dry cleaner.

“In our area, it is difficult to find workers,” says another. “At $10 per hour for non-skilled entry-level job,

it is hard to draw applicants, so we let a little more go in terms of what the workers can get away with. Can’t afford to lose any one.”

Regarding how personnel management plays into the success of a drycleaning busi ness, one respondent says, “It affects every aspect of your operation.” Others say it is a “priority,” and that “it is critical” and “vital.”

American Drycleaner’s Your Views sur vey presents an unscientific snapshot of the audience’s viewpoint; due to rounding, percentages may not add up to 100%.

AATCC seeking to revise drycleaning test methods

RESEARCH TRIANGLE PARK, N.C. —

The Association of Textile, Apparel & Ma terials Professionals (AATCC) is seeking the participation of dry cleaners to help in the revision of its test methods.

Perc solvent used in several AATCC test methods has been identified as “po tentially dangerous,” the Association says, and it is being phased out in some regions. AATCC research committee RA43 is plan ning to update its test methods to include more “environmentally friendly” solvents.

These tests include:

• Test Method 86-2011 Drycleaning: Durability of Applied Designs and Finishes

• Test Method 132-2013 Colorfastness to Drycleaning

• Test Method 158-2011 Dimensional Changes on Drycleaning in Perchloro ethylene

For participation in these tests, call Committee Chair Joseph J. Nilsen at 215737-2405 by Oct. 1. O

Topstories@www.AmericanDrycleaner.com forthe30daysendingAugust15

TOP NEWS STORIES

1. DLI Names 2014-15 Board of Directors

Tide Dry Cleaners Opens Doors to Several New Locations

Martinizing Dry Cleaning Names McGee Director of Franchise Development

TOP COLUMNS

&

FEATURES 1. Automation: Will It Make Your Drycleaning Plant

TOP STORIES @ OUR SISTER SITES

American Drycleaner, September 2014 www.americandrycleaner.com

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THE NUMBERS

UNEMPLOYMENT figures remained relatively unchanged in July, according to the Bureau of Labor Statistics. The unemployment rate stands at 6.2%, a mere 0.1% increase from the June figure, and 209,000 jobs were added to non-farm payrolls, bringing the total number of new jobs added to 9.9 million since February 2010.

“We have now seen six consecutive months with job growth topping 200,000, and 53 consecutive months of privatesector job growth – the longest streak on record,” says U.S. Secretary of Labor Thomas E. Perez. “The unemployment rate was down significantly, from 7.3% in July 2013.”

IN THE BEIGE BOOK issued July 16, the 12 Federal Reserve Districts, of the Board of Governors of the Federal Reserve System, reported expanding economies since the last report on June 4. New York, Chicago, Minneapolis, Dallas and San Francisco all reported moderate growth,

while the other districts (Boston, Richmond, Philadelphia, Cleveland, Atlanta, St. Louis and Kansas City) reported modest growth. Most of the Districts indicated optimism for future growth.

THERE WAS ECONOMIC GROWTH in June, according to the latest NonManufacturing Institute for Supply Management Report on Business. According to Anthony Nieves,

a decline in pending home sales of 1.1% in June compared to the May figures. The decline came after three straight months of increases.

“Activity is notably higher than earlier this year,” says Lawrence Yun, the NAR’s chief economist, “as prices have moderated and inventory levels have improved. However, supply shortages still exist in parts of the country, wages are flat, and tight credit conditions are deterring a higher number of potential buyers from fully taking advantage of lower interest rates.”

chair of the ISM’s NonManufacturing Business Survey Committee, “The NMI® registered 56% in June, 0.3 percentage point lower than the May reading of 56.3%. This represents continued growth at a slightly slower rate in the non-manufacturing sector.”

THE NATIONAL ASSOCIATION OF REALTORS reports

Despite this, Yun expects an increase for the year’s second half. “The good news is that price appreciation has decreased to its slowest pace since March 2012 behind much-needed increases in inventory. With rents rising 4% annually, potential buyers are less likely to experience sticker shock and can make smart decisions on whether or not it makes sense to buy or continue renting.” O

—Jean Teller

July marked 53rd consecutive month of private-sector job growth

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Call us about our new version of Uniform Tracker

EVENTS CALENDAR

Sept. 20-22 China International Laundry & Dyeing Industry Exhibition (Laundry Expo). To be held in Shangai, China. E-mail laun dry@unifair.com.

Sept. 21-23 Independent Textile Rental Association Annual Conference. To be held in St. Pete Beach, Fla. Call 706-637-6552.

Sept. 25-28 Methods for Management Success 2014 Conference. To be held in Hilton Head, S.C. Call 253-851-6327.

Sept. 29-Oct. 1 Textile Rental Services Association Annual Conference. To be held in Las Vegas. Call 877-770-9274.

Oct. 3-6 EXPOdetergo Intl. To be held in Milan, Italy. Visit www.expodetergo.com.

Oct. 18-19 Pennsylvania and Delaware Cleaners Association Drycleaning & Laun dry EXPO. To be held in Atlantic City, N.J. Call 215-830-8495.

Nov. 16-17 North East Fabricare Asso ciation Fall Fest Educational Conference. To be held in Portsmouth, N.H. Call 603-6350322.

Jan. 15-18, 2015 Brainstorming & the Five Stars Conference. To be held in Can cun, Mexico. Call NCA, 212-967-3002, or DLI, 800-638-2627.

April 16-19, 2015 Clean Show. To be held in Atlanta. Visit www.cleanshow.com. Sept. 14-15, 2015 International Dryclean ers Congress Convention. To be held in Osa ka, Japan. Visit www.idcgroup.org

Nov. 24-26, 2015 Texcare Asia. To be held in Shanghai, China. Visit www.texcareasia.com O

Post notices of your organization’s events on www.AmericanDrycleaner.com

E DU C ATION & T RAINING

Wetcleaning. DLI course, to be held Sept. 11-12 in Laurel, Md. Call 800-6382627 or visit www.dlionline.org.

Avoiding Claims: What You Need to Know About Fabrics & Stain Removal. NCA course, to be held Sept. 14 in Cleveland. Call 212-967-3002 or e-mail ncaiclean@aol.com.

DLI Certification exam period is Oct. 4-12; registration closes Sept. 26. Call 800-638-2627 or visit www.dlionline.org.

Introduction to Drycleaning. DLI course, to be held Oct. 13-17 in Laurel, Md. Call 800-638-2627 or visit www. dlionline.org.

Advanced Drycleaning. DLI course, to be held Oct. 20-31 in Laurel, Md. Call 800-638-2627 or visit www.dlionline.org.

Wet Cleaning. NCA course, to be held Oct. 26 in New York City. Call 212-9673002 or e-mail ncaiclean@aol.com.

Basic Pressing & Finishing. NCA course, to be held Nov. 8-9 in Bronx, N.Y. Call 212-967-3002 or e-mail ncaiclean@aol.com.

NY State DEC Certification. Twoday NCA course, to be held Nov. 9 and Nov. 16 in Nanuet, N.Y. Call 212-9673002 or e-mail ncaiclean@aol.com.

Avoiding Claims: What You Need to Know About Fabrics & Stain Removal. NCA course, to be held Nov. 23 in New York City. Call 212-967-3002 or e-mail ncaiclean@aol.com.

Basic Spotting 101. NCA course, to be held Dec. 7 in Bronx, N.Y. Call 212-967-3002 or e-mail ncaiclean@ aol.com. O

American Drycleaner, September 2014 www.americandrycleaner.com

Marketing:

Getting Back to Basics

Procrastination is no match for an action plan built on tried-and-true promotional methods

By Diana Vollmer

While every dry cleaner has good intentions of effectively marketing to their clients and prospects, marketing is too often pushed down the priority list. This is often due to daily demands of running a business, or tight cash flow that can be loosened by cutting an easy-to-lose expense item. However, just as often, it is due to procrastination caused by the lack of a creative plan.

(Photo: © iStockphoto/dem10)

When suggestions are presented, common responses are: • • • the program is much easier to manage and

NO. 1: KNOW YOUR CUSTOMERS.

One way to overcome inertia and procrastination is to get back to marketing basics, and do it with a committed vengeance. Once the framework is in place, the program is much easier to manage and maintain.

NO. 2: COMMUNICATE REGULARLY WITH CLIENTS.

Scan QR barcode to read how PLUS saved Park Avenue Cleaners. To learn more, visit: www.laundryluxblog.com

If CSR Jane knows Mrs. Jones has a dog she adores, it is natural for Jane to suggest that the dog’s bed needs bimonthly cleaning and its winter sweater should be cleaned for storage at the end of the season.

communicate regularly with them.

This communication must focus on them, and what you can do for them. A quick test for customer focus is to count all of the “you” and “your” words in the message. That number should be at least three times the number of “we,” “our,” “I” and “me” words in the message.

Some of the most successful ways to communicate with your customer base and prospects include assigning segments of your clientele to each customer sales representative.

For example, customers with names ending in A through D are assigned to CSR Sally, E through L to CSR Thomas, etc. This gives the sales reps an opportunity to get to know specific clients so they feel comfortable talking to those clients

and cross-selling appropriate services.

If CSR Jane knows Mrs. Jones has a dog she adores, it is natural for Jane to suggest that the dog’s bed needs bimonthly cleaning and its winter sweater should be cleaned for storage at the end of the season. Through conversation, Jane will also discover that Mrs. Jones’ favorite charity is holding a fundraiser soon and she will need to look her best, so she will want her dress ready in a timely basis. In such a case, Mrs. Jones will undoubtedly feel Jane really cares and will be even more loyal to the company because she and her lifestyle are understood.

Each CSR should contact the clients in his or her assigned group periodically on a specified schedule to convey information important to the customer.

Divide the total customer base using a rating system based on current expenditures. The relationship development effort will vary by the designation, i.e. your business will give more personal attention to “A” clients than to “B” and “C” customers. The “A” clients may get a phone call (depending on their favored way to communicate). The “B” group may receive a newsletter or e-mail instead. The goal is to increase the share-of-wallet of each client.

NO. 3: TAILOR PROMOTIONAL CONTENT. The profiling discussed previously will help guide appropriate ways to reach your target audience.

Print Media

Print media may have lost favor in recent years but the publications that still exist are highly targeted. Weigh the potential against the cost. Now that fewer people read newspapers, print publications may be

American Drycleaner, September 2014 www.americandrycleaner.com

(Image licensed by Ingram Publishing)

affordable for you to reach the traditional customer still reading their news. Business executives may be reached through the local version of a “Business Times.” Remember: It is not the quantity of people you reach but rather the quality as compared to your target match.

If select print media is indicated, negotiate for the best possible positioning in the publication. For example, the top righthand corner on Page 3 has been historically the most productive spot.

Radio

Several dry cleaners have reported successful marketing via radio despite the prevalence of ad-free radio. Each station can provide detailed psychographics of their listeners by time of day and by specific program. If they don’t offer this in the sales presentation, push until you receive it. Do not just trust your instincts or those of the sales rep. The process of matching customers and listenership profiles has become more scientific, so take advantage of the expertise.

Television

Most dry cleaners believe TV advertising is too expensive. With the capabilities and targeted reach of cable TV, this is no longer the case. If you have not checked TV rates for your market lately, you should do so. Like radio, the psychographics of viewership by time of day and by specific program are available to you. Matching your best customer profile with targeted TV shows is both affordable and effective. Don’t assume you know what your client base watches, and don’t assume that

they all record their favorites for later viewing.

Electronic Media

So much has been said and written about electronic media that it won’t be repeated here.

• Follow the rules of SEO (search engine optimization).

• Add interesting content that will make your audience want to continue receiving your messages.

• Send to a targeted list.

• Provide for an “opt out.”

Signage

Signs are an investment. With all investments, the cost-benefit analysis is critical. Don’t be short-sighted by undercutting the initial cost and thus short-change the future benefit of impactful signage. The appropriate branding and

Matching your best customer profile with targeted TV shows is both affordable and effective.

visibility are critical to a successful marketing campaign through signage. Budget accordingly, and amortize it over the life of the sign.

Review the visibility both day and night and from all possible angles. One way to do this is to string red plastic tape in the exact location of the proposed sign and determine if you can “see” it from all angles. Another is to temporarily mount lettering that is in the size proposed and test the farthest distance away that it can be read.

Vans

Vans have at least as much marketing significance as utilitarian inventory transport value. Remember this when choosing the style and design of your vans. This obviously applies to new vans but also to old ones as well, which need to be upgraded periodically to match your image.

Don’t forget to print your logo and contact information on the roof! To prove the value of this signage, go to a second-story window to see the most visible part of the van.

Displays

In-store displays are one of the most overlooked marketing tools available to dry cleaners. The captive audience of customers can easily be reminded of things that they need done for them that you can do. This can be accomplished by using flat-screen TVs displaying a consistent professional message, or physical displays of specialty services, i.e. UGGs, bridal gowns, household textiles, handbags and hats.

Ensure the displays look professional. One note: Most CSRs (and other people)

do not have this skill. A professional look can be achieved by hiring the designer who does the displays for your favorite store. You might be able to barter cleaning for this surprisingly affordable service.

Contests

All of the efforts that I’ve discussed can be enhanced when supplemented by contests. They are usually contests for members of your team, but they can involve customers as well, i.e. best Halloween costume or the cutest pet.

NO. 4: MAKE A PLAN. Whatever resonates with you can be planned in a dedicated afternoon. Then implementation becomes a matter of managing the action plan, the assignments, the timelines and the accountabilities. O

Diana Vollmer is managing director at Methods for Management (MfM) Inc., which has served the drycleaning and laundry industry with affordable management expertise for improved profitability since 1953. For assistance with marketing planning and implementation, contact Vollmer at dvollmer@ mfmi.com or 415-577-6544.

American Drycleaner, September 2014 www.americandrycleaner.com

(Image licensed by Ingram Publishing)

Vans have at least as much marketing significance as utilitarian inventory transport value.

Working with Wools and Silks

The summer of 2014 is in the rearview mirror, and the fall season is rapidly approaching. With the seasonal change, we will see a reduction in the number of lightweight cellulose fiber garments in whites and pastels, replaced by heavier materials of protein fibers and protein fiber blends.

These garments containing protein fiber offer a unique set of characteristics that must be taken into consideration when cleaning and in supplemental stain removal.

As you know, protein fibers come from an animal. Even if the garment is a blend of protein and other fibers, the protein fiber content cannot be ignored. The most common protein fibers are silk, wool, angora, cashmere and camel hair. I still have a tan camel hair overcoat that my parents gave me in 1970 when I was in college. It is still warm and weatherproof, but now my granddaughter wears it in the snow.

WOOL FIBERS. Two types of construction categorize wool garments.

Woolens are garments that have a soft surface, the result of a low twist on the yarn and a loosely woven fabric. These characteristics mean the

garment is easily pilled by anything other than light mechanical action. In addition, the counter staff should pay close attention to “wear areas” such as the underarms and elbows.

Worsted wools are characterized by a smooth, flat surface that is the result of high-twist yarns.

One characteristic of wool works against the cleaner and spotter. Wool can absorb almost one-third of its weight in moisture and still feel dry to the touch. This means, unfortunately, beverages will penetrate deeper and more quickly than they do in most other fibers. Therefore, coffee and wine are more difficult and more time-consum ing to remove from a wool garment.

It is fortunate that wool tolerates neutral synthetic detergent (NSD) and most tannin stain-removal formulas quite well. With a little patience, most tannin stains can be removed from wool garments with no more than standard tannin protocols.

Most white and light-colored wool garments have been treated with an optical brightener to enhance their appearance. This brightener is a surface finish that is sensitive to alkali and mechanical action. Once this finish has been disturbed, the area will take on a flat or sometimes gray appearance, and the damage is usually irreversible.

Martin Young

Go lightly when using mechanical action on white wool; use a lighter touch for a longer period. Always flush a protein stain remover immediately when it is used on a protein fabric.

A word of caution: Wet cleaning is gaining broad acceptance in the cleaning industry, but there is a vast difference in true wet cleaning and what some operators consider wet cleaning. Wool can be permanently and irrevocably damaged if not protected when exposed to water. The damage is a type of shrinkage referred to as felting, and it is characterized by a drastic reduction in garment size combined with a noticeable hardening. Any combination of water, heat, mechanical action and (especially) alkaline detergent will likely ruin a wool garment, if accepted wetcleaning methods are not followed.

SILK GARMENTS. Another protein fabric that requires careful handling is silk. Silk fiber is the result of unraveling the cocoon of a worm, and the fabric is fragile due to the finer denier of the strands the worm spins to form the cocoon. Silk loses much of its tensile strength when exposed to moisture and/or alkali. Perspiration is a combination of water and salt, a strong alkali.

The dark circles in the underarm areas of a silk garment are caused by perspiration, and the darker the fabric the older the stain. Expect the area of fabric to be weak. If you chose to use bleach on silk, or any protein fabric, limit the application to 3% hydrogen peroxide. Most silk fabric is sized to give it the desired level of feel and drape, and the sizing is easily shifted by spotting.

Pay close attention to any ringing while spotting silk fabric. At the first sign of a

problem, stop and cover the area with a leveling agent. When spotting silk on the wet side, always dry the area completely, as wet silk is subject to chafing as well as redeposition. As is the case with wool and other protein fabrics, assume that white and pastel garments contain an optical brightener that can easily be damaged by alkali and mechanical action.

Garments constructed of protein fabric are desirable and durable for consumers. Most protein garments are perceived to require dry cleaning. In fact, dry cleaning gives a superior finished product and is safer, in most cases, when cleaning garments constructed of protein fabric.

The additional garment volume generated by outerwear constructed of protein fabric is a welcome increase in business during the cold weather months. Do a good job on wool and its “cousins” and set yourself apart from the competition. O

Martin L. Young Jr. has been an industry consultant and trainer for almost 20 years, and a member of various stakeholder groups on environmental issues. He grew up in his parents’ plant in Con cord, N.C., Young Cleaners, which he operates to this day. Contact him by phone at 704-786-3011, e-mail mayoung@vnet.net.

(Photo: © iStockphoto/Romanchuck)

UPCOMING EVENTS

Clean Show Opens Housing Bureau for 2015 Event

Attendees to next year’s Clean Show in Atlanta can now make lodging reservations via the trade show’s Housing Bureau, reports show manager Riddle & Associates.

Clean Show organizers have published a list of 12 downtown Atlanta hotels that are offering “special discounted rates;” a check shows they range from $149 to $199 nightly during the April 16-19 event.

“Show management has contracted with all of the official hotels so we may offer Clean 2015 exhibitors and attendees quality hotel-room options at a great price,” says Riddle & Associates.

The show’s five sponsoring trade associations have selected “headquarter” hotels that will be primarily occupied by attendees and exhibitors from their specific segment of the industry. They are:

• Drycleaning and Laundry Institute — Hilton Atlanta

• Coin Laundry Association — Hyatt Regency Atlanta

• Textile Care Allied Trades Association and Textile Rental Services

www.americandrycleaner.com

Association — Omni Hotel at CNN Center

• Association for Linen Management — Sheraton Atlanta

Other official Clean Show hotels include Courtyard Atlanta Downtown, Doubletree by Hilton Downtown, Embassy Suites, Hilton Garden Inn, Holiday Inn Centennial Park, Marriott Marquis, Ritz-Carlton and the Westin Peachtree.

Complimentary shuttle buses to and from the Georgia World Congress Center will be provided at all headquarter hotels and within two blocks of all other official Clean 2015 hotels, according to Riddle & Associates.

The housing form, as well as a complete list of all official Clean 2015 hotels and rates, is available on the Clean Show Housing Bureau web page: www. cleanshow.com; click on “Attending Information,” then “Hotels.”

The deadline to make lodging reservations via the Housing Bureau is March 13.

To learn more about Clean 2015, contact Riddle & Associates at 404-876-1988. O

D o T hey C lean U GG Boots in Australia?

A

s I am writing this column, I am preparing to speak at the DIA Twin Clean Showcase in Sydney, Australia. This is my first trip and, like a lot of Americans, I don’t know as much as I should about the world’s largest island.

Simple things are puzzling me right now. If I say, “Don’t take that ratty shirt from a customer because it will end up being your problem.” How does “ratty” translate? Does it mean something different to the Aussies? Will they think I am talking about small animals that have eaten a shirt?

elevation is about 7,300 feet—and that it is the driest outside of Antarctica. I’m not certain what these bits of information are going to do to help me, other than I won’t have to worry about a lot of humidity and frizzy hair. (However, after carefully re-reading my traveler’s guide, I see now that it’s not humid in the interior of the country but Sydney has a Mediterranean climate.)

Carolyn Nankervis

What about Staples’ “Easy” button? Does a picture of the button that I use in one of my workshops here in the United States translate into something altogether different? Does “easy” mean something that has nothing to do with providing customer service? I’m talking about providing customer service one time—a oneand-done manner. I might stick to “one and done” when I talk.

For that matter, do Australians like to be called “Aussies,” or is this something I read somewhere that isn’t especially flattering? I’m overwhelmed with questions!

I have read that Australia is the flattest continent on earth—its highest

There are a few things I’m certain about as I prepare for my Australian audience. Customers still need and want service. It can make or break a business. It has nothing to do with where you are in the world. Everyone wants to know why a customer continues to use a dry cleaner or why they quit. It’s customer acquisition and retention.

Customers still need and want service. It can make or break a business. It has nothing to do with where you are in the world.

It’s the basics. And sometimes basics are hard to focus on or to get right. I recently cut out a cartoon from the New Yorker magazine. It shows a caterpillar on a couch in a counselor’s office. Perched on a chair is the

OTHER SIDE OF THE COUNTER

counselor, a beautiful monarch butterfly. The caption reads, “The thing is, you really have to want to change.”

As service providers, dry cleaners in Australia have a workforce that differs from the U.S. workforce. Nationwide, nearly one-third of all employees are parttime; in the States, part-timers comprise about 19% of our workers. From a customer service training perspective in Australia, it means that there are fewer full-time employees, and there is much more job changing going on.

In any country, it can be challenging to hire (and keep) customer service representatives who are motivated and ready to

learn and work. A lack of prestige, and not being valued for the hard work it takes to provide good service, are certainly obstacles. These, too, are basics.

The best dry cleaners in the business realize training a CSR requires more than the processes for taking in and returning items to customers. The best CSRs in the business know about fabrics; fashion; drycleaning services; stains and removal; and daily/weekly/monthly specials. Plus, they communicate well with customers, the plant, the delivery person, and oh, yes, the owner.

As I’m working on my speech, here’s what I’m talking about: Great CSRs are like a golf tee and an airport runway. They serve two important roles:

• Setting customer expectations for what can (and can’t) be cleaned. It’s not possible to make a hole-in-one without a tee.

• Providing service to the customer —no matter how bumpy. You can’t have a smooth takeoff without a runway.

As I have mentioned in this magazine previously, great customer service at the counter saves money and retains customers. Just the basics. (I’ll find out about the UGG boots when I get to Australia.) O

Carolyn B. Nankervis is president of MarketWise Consulting Group, Appleton, Wis. A former direc tor of marketing, sports writer, radio announcer and TV producer, she is a frequent speaker on customer service and marketing topics. She can be reached at carolyn.nankervis@marketwi.com, 920-735-4970.

Passing On Your

By Lloyd R. Manning

(Photo: © iStockphoto/Dean Mitchell)

Drycleaning Plant

Intergenerational business transfer deserves objective, unbiased look before committing

Several months ago, the Wall Street Journal reported that the next several years will bring about the largest intergenerational transfer of goingconcern businesses in history. The entrepreneurial baby boomers wish to phase out, with more than two-thirds wanting their business to remain within the family. However, some express legitimate concerns. Many business owners, including those who own and operate drycleaning plants, have developed a profitable enterprise only to see it frittered away.

Not all children share their parents’ commitment and expertise. Many lack experience and day-to-day management skills. Some may not want to be in the drycleaning business. Others may have the desire but lack management ability. Is the Boy Wonder really the Boy Blunder?

The problem becomes how to find the best way to pass the drycleaning plant to one’s progeny with the minimum of sibling rivalry. How does one properly structure an interfamily company transfer that satisfies everybody? Can one pass the business to one family member yet bypass the others?

WHAT DO YOU WANT? Before contemplating the mechanics of an interfamily business transfer, parents should give serious

consideration to what is most important to them. Is it a large lump sum in cash, an annuity-type retirement income, seeing the kids set up, or keeping Dad’s name over the door?

What’s in it for you? What’s in it for them? Hard though it may be, perhaps impossible, before doing anything, an objective and totally unbiased inward look is a prerequisite. The basis for all business decisions should be as if you were selling to a stranger. Otherwise, what you want may not be what you get.

The problem becomes how to find the best way to pass the drycleaning plant to one’s progeny with the minimum of sibling rivalry.

There are some advantages for the offspring to acquire their parents’ business: •

commence well ahead of the takeover date. • • ers, key staff and customer loyalty is easier for an insider. •

THERE ARE SOME DISADVANTAGES, TOO.

EQUITABLE DOES NOT MEAN EQUAL.

If several children are involved, who manages the business and who presses pants?

FAMILY SQUABBLES.

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It’s great to be hopeful and a bit blind when dealing with one’s own, but realism and practicality are often more crucial.

ship. They have all the same rights and privileges accorded an outsider. Thus, the buy-sell, and any subsequent shareholder agreement, must clearly spell out who can or cannot do what, when, and how. Because of diminished negotiating strength and sentimental attachment, it is easier to be placed into an unfavorable legal and tax position with an interfamily transfer than an arm’s-length sale. With sufficient preplanning, most of these problems can be substantially reduced.

SETTING THE VALUE. To determine a credible market value estimate, it is wise to obtain a professional business appraisal. This will establish the foundation for equitable interfamily negotiation and ensure that the transfer from parents to the family will be fair to all. And, it will be far easier to convince the Internal Revenue Service that your value is fair and not just guesswork. The most difficult area is the valuation of goodwill. Few buyers recognize its existence, or if they do, assign little monetary value. However, it is easier for a parent to convince the family that there is substantial goodwill and that it should be paid for. Who tells a feisty parent that the only value is the real estate (if owned) and the equipment, that the years of building the business are for naught?

Except where there is the untimely death of a parent, interfamily transfers are structured at a time when everybody loves everybody else. (For that matter, so are partnership agreements.) Unfortunately, children do not always honor their parents’ wishes, are not always sensible, concerned,

hard workers, thrifty or as good at management. They fight, lose interest, have marital problems, divorce, and sometimes die prematurely. Accordingly, the watch words are Caveat venditor—Let the seller beware.

PERSONAL AND LEGAL PROBLEMS. The greatest problems in interfamily transfers are not legal in nature but personal. The first step is to ensure that the parents’ wishes are made known to the family, and can be met with the constraints either overcome or reduced.

It’s great to be hopeful and a bit blind when dealing with one’s own, but realism and practicality are often more crucial. It is important to bear in mind that the family or a family member must want to be in the drycleaning business, can comply with parental objectives and, once in ownership, be able to operate and maintain it. Often it is the non-financial considerations that prescribe the criteria.

Finally, plan well ahead. Ensure that all agreements are legal in nature, drawn by the best of lawyers, aided by the best of tax accountants. Do not let yourself become involved in a drawn-out family fight because someone feels short-changed, or be clobbered by the IRS because the transition was not handled properly. O

Lloyd R. Manning is a semi-retired commercial real estate and business appraiser who resides in Lloydminster, Alberta, Canada. He has written six business books; his latest, Winning With Commercial Real Estate — the Ins and Outs of Making Money in Investment Properties, is available online from Booklocker Inc., Barnes & Nobles and Amazon.

Dad & Son Cleaners All About Family

By Charles Thompson II

When asked about his drycleaning business that’s been serving Cleveland customers for 56 years, owner James Earl Halsell, 76, says that the “future looks bright.”

James Earl owns and operates Dad & Son Cleaners with his son, Jeffrey. Before James Earl was the “Dad” of the family business, he was the “Son.”

LOOKING BACK. James Earl Halsell was still in high school when he started in the drycleaning industry in the ’50s, sweeping and doing odd jobs around his uncle’s dry cleaner. The part-time job introduced him to the industry in which he would work the rest of his life.

After James Earl graduated from local East Tech High School in 1958, his father, James Clyde Halsell Sr., asked him if he would like to open up a dry cleaner with him. The elder Halsell was working at

Three generations of Halsells have built Cleveland business since opening in late ’50s

James Earl Halsell (left) and son Jeffrey Halsell pose outside their Cleveland dry cleaner. (Photo: Dad & Son Cleaners)

Have you invested in renovations, equipment upgrades, or a whole new drycleaning plant? Enter your plant in the 54th Annual American Drycleaner Plant Design Awards!

Every year, the magazine honors the best new plants and renovation projects, recognizing them for appearance, efficiency, convenience and comfort.

Your plant could be next!

You can find our online entry form at: https://americandrycleaner.com/54thannual-plant-design-awards-entry-form

Fill out the form completely and upload a layout (blueprint or sketch) and several photos (300 dpi digital files are preferred, but color photos will also suffice) that show off the features that make your drycleaning plant an excellent place to do business.

And include any information you feel is relevant to the way your plant’s design attracts customers and fulfills your production needs. The more detailed the entry, the better!

Perhaps you’ll join the likes of previous grand prize-winners Corona Del Mar (CDM) Cleaners, Newport Beach, Calif.; Rainbow Cleaners, Oxford, Miss.; and Margaret’s Cleaners, San Diego, Calif., at the pinnacle of the drycleaning industry.

But you can’t win if you don’t enter!

Entries are subject to verification. Contact Editorial Director Bruce Beggs, 312-361-1683, bbeggs@ americantrademagazines.com, with any questions.

American Drycleaner is accepting entries until Friday, Oct. 3. Good luck!

Republic Steel at the time and knew of a woman who was interested in selling her drycleaning business.

Thanks in part to James Earl’s background in dry cleaning, the two Halsells made a good team when purchasing the business and named it Dad & Son Cleaners. That same year, in July, James Earl became a father himself, naming his firstborn son after his father.

For 15 years, until James Clyde Halsell Sr. died in 2000, the three generations of Halsells worked together at the dry cleaner.

bag with no tag and sim ply tell him that they will be back to pick them up. When the customer returns two or three days later, they will find all of their clothes done the way they needed them, he says. If a loyal customer asks, they will even deliver the patron’s garments to their home.

HANDLING THE COMPETITION. “In 1958, there was approximately 16 cleaners in the area,” James Earl Halsell recalls. With their work cut out for them, the Halsells labored hard, leaning on quality service and hospitality to make a name for themselves with customers.

Over the years, Dad & Son Cleaners made plenty of loyal customers whom the Halsells say spread the word of their busi ness to friends and family.

“We have had customers that have passed on, and their sons and kids have come in to continue to support us. Even their grandkids support us,” James Earl says.

Dad & Son Cleaners covers 1,800 square feet and is equipped with a Firbimatic drycleaning machine, two Hoffman/ New Yorker presses consisting of a legger and a utility press, and a Cissell form finisher and puff iron.

Of the approximately 2,000 pounds of garments processed each week, about 75% are dry cleaned.

Many customers place so much trust in their service, Halsell says, that they will sometimes come in with their clothes in a

With customers from all generations of families in the area, over the many years, Dad & Sons Cleaners was able to beat out the competi tion, Halsell says, and “now is the only dry cleaner in the area.”

CHANGES OVER THE YEARS. Their success can be partially credited to a 1970s change of location to a different store not far from the original on Wade Park Avenue. The Hal sells decided to move roughly a mile east to 9301 Wade Park Ave., across the street from the site of a new shopping center being built.

The company took advantage of the traf fic generated by the shopping mall, yet was still able to keep all of its loyal customers.

A few years later, James Earl’s son, James Clyde Halsell, decided to join the family business. For 15 years, until James Clyde Halsell Sr. died in 2000, the three generations of Halsells worked together at the dry cleaner.

Today, James Earl says that he still talks to his father in spirit and receives guidance to get the job done around the business.

“Whenever there was something to be repaired or installed, we did it together, and I learned from him,” James Earl says. “And now when I run into a problem, I say, ‘OK,

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Pops, what would we do to get this done?’ and he would tell me to check this out, and do this, make sure that this is correct, and it works.”

Most recently, James Earl suffered another loss when son James Clyde died in August 2013 at the age of 55.

Son Jeffery, 54, returned home to Cleveland from Los Angeles to cover his older brother’s position in the company, and has become the “Son” in Dad & Son Cleaners.

Jeffery hasn’t been in the business long, but he’s hit the ground running, learning from his father just as his father learned from his. He’s working hard to fill the shoes of his grandfather and brother.

STILL GOING STRONG. James Earl reflected on

his years so far in the industry, and passes on to others that, “Today, people are busy; husbands and wives are both working, and there is little time for them to do their laundry and dry cleaning. And if there is a plant that is available at a reasonable price that has dependability, they will bring their garments to you, so they can have their own leisure time.”

James Earl and Jeffery Halsell, with the help of a “repair lady,” work with no end to the company in sight.

As the Halsells continue to run the cleaners born some 56 years ago, the more things seem to change for them, the more they seem to stay the same. O

Charles Thompson II is an intern for American Drycleaner.

Risk Management 101

By Mark E. Battersby

Although October has been recognized as National Cyber Security Awareness Month, every drycleaning or laundry owner or manager should be able to recognize the security threats and risks inherent in living in today’s digital world. The use of credit and debit cards is at an alltime high, but the risk of fraud and financial loss doesn’t end there, making it extremely important to protect your drycleaning business’ data and information.

The most valuable assets of every business now involve some form of Internet connections and data storage of

customer lists, books, records, receipts, tax documents, intellectual property and trade secrets. We correspond through e-mail, transfer information through the Internet, and hold webinars and training and business meetings online. Many businesses are even completely paperless.

PROTECTION BASICS. More and more responsibility for the protection of this personal data continues to fall on businesses. Any drycleaning business that takes names, Social Security numbers, and other sensitive customer information is required by law to take all the necessary steps to protect this data from loss and theft. In fact, it is the drycleaning operation’s obligation to protect the data and the financial

(Photo: ©iStockphoto/leszekglasner)

Understand your responsibilities, take steps to thwart hackers

information of its customers, suppliers and employees.

To the uninitiated, the greatest risk might seem to lie with high-profile and high-risk businesses. But it is small- to medium-sized businesses that are increasingly finding themselves at risk. According to a recent study by the U.S. Secret Service and Verizon Communications, more than 72% of all data breaches occurred in smallor medium-sized businesses.

CREDIT CARDS. When a brick-and-mortar merchant physically accepts a credit card for an authorized charge, they will get paid so long as the business has conformed to

Although liability may or may not be limited, there are severe penalties for losing credit card data.

the regulations—even if a stolen credit card is used. In general, when it comes to who is liable to pay for credit card fraud, the card association typically picks up the costs. Naturally, any business accepting the card will still have some associated costs, such as the cost of processing the order, expended supplies or services, handling the charge-back, etc. It is a similar story in the card-not-presented world, only the merchant is typically the one paying for the fraud. It has also lost the services performed, all of the overhead costs spent on the order and, in many cases, a chargeback fee will have to be paid.

Although liability may or may not be limited, there are severe penalties for losing credit card data. Many merchant service agreements make the drycleaning

business responsible for the expenses of forensic investigations, credit card reissuance costs and the fraud conducted on the stolen cards.

THE PROBLEM TIMES TEN. So-called “cyber hacking” is big business, and no one—not individuals, not small businesses, not large corporations—is safe. All of a drycleaning operation’s data, including the names of customers, their contact information and the Social Security numbers of employees, are valuable information to a cyber-hacker.

In the United States, most states have breach notification laws, and other countries are following suit. Written notification must be sent to those individuals who have been affected. Even where such laws are not in place, a reputable drycleaning business should provide breach notification.

Social media sites expose information at light speed with little control. A business site as well as an employee’s activity on social media sites can trigger liability, especially if the business is responsible for the sites. Defamatory statements, leaked information and copyright infringement are all growing concerns.

It is becoming more and more likely that a drycleaning business’ reputation will suffer from a cyber security breach. Losing the trust of customers can be much more damaging than the financial loss of repairing the effects of any breach.

Making matters worse, a drycleaning business may be held liable for the loss of third-party data. If there is a data breach, the operation could find itself facing expensive damage claims.

DO-IT-YOURSELF RISK MANAGEMENT. The increasing threat of data security breaches

makes it important for every dry cleaner to reinforce their security practices. But how can any dry cleaner or laundry business manage this risk?

Security experts agree that the easiest place to start is strong password protection. Yes, password protection, something a surprising number of IT-sophisticated businesses often fail to master. Many recently exposed “hacking” cases have been traced back to weak passwords that were either (1) not encrypted or “salted,” or (2) not changed regularly.

If managing passwords for all of the operation’s servers, apps, cloud services, databases, tablets and laptops seems daunting, there are affordable password management professionals and software that will do it for you—usually with a big price tag. Other tips to help secure the dryclean-

ing operation’s data, reduce its potential liability and, in many cases, reduce the cost of insurance, include:

• Controlling access to data.

• Limiting delivery and exchange of customer-related documents and information to secure channels.

• Leveraging firewalls, virtual private networks, and anti-virus/anti-spam software as well as securing access to networks and mobile devices.

• Conducting regular assessments of possible risks to reveal hardware, software and individual site vulnerabilities.

• Creating and implementing a data security plan that includes immediate notification of all affected parties.

• Sharing the liability by demanding similar protocols with vendors,

and checking for compliance.

INSURANCE TO THE RESCUE. The data in your drycleaning business is probably not protected, since liability for loss of customer or employee data is not typically covered under many of today’s insurance policies. Some existing business insurance policies do offer general liability while directors and officers (D&O) liability may provide a measure of coverage for these areas. However, as the risk escalates, many dry cleaners are discovering significant gaps in what is and what isn’t covered after a hack attack. Unfortunately, by then it’s too late.

A drycleaning business purchasing cyber liability insurance will have special protection against digital issues.

Cyber liability insurance will often cover the loss of profits because of a system outage caused by a nonphysical peril, such as a virus or attack.

A drycleaning business purchasing cyber liability insurance will have special protection against digital issues. The new cyber insurance products available today can help protect the business from cyber problems that could cause tremendous hardships.

A business interruption insurance policy will rarely come to the rescue in the event of a system failure caused by a malicious employee, computer virus or a hack attack on the drycleaning business. Identity theft, telephone hacking and phishing scams are other very real possibilities rarely covered by traditional business interruption policies.

While few “umbrella” policies or blanket liability insurance policies cover these types of losses, a new form of insurance, cyber liability insurance, has been available for almost 10 years. Unfortunately, it is rarely purchased.

Cyber liability insurance can cover hack er attacks, viruses, and worms that steal or destroy a drycleaning business’ data. Even e-mail or social networking harassment and discrimination claims can be covered along with trademark and copyright infringement.

When looking into cyber insurance, common sense dictates that all potential risks should be covered, including laptops and mobile phones. Portable devices make it much easier to both store and to lose information. For example, a missing USB stick, a stolen iPad or a laptop left in a taxi are all real possibilities and, for a hacker, a gold mine. There are viruses being built just to attack mobile devices.

A good insurance company will make sure the drycleaning business has all possible protection in place. It can make sure a firewall is in place to protect the network and help create social media policies that reduce risk. Even if data is stored in the cloud, the business may still be liable for a breach. Although controlling how a cloud provider handles the operation’s data is almost impossible, cyber insurance can protect the drycleaning operation from their mistakes.

Large corporations may have risk management budgets, while small businesses usually don’t. Unfortunately, most hack attacks target businesses with less than 250 employees, a group where few have

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the financial means to pay the fees and lawsuits that come with privacy breach or data loss, but also to stay afloat throughout the process.

HACKING THREATS. A few stats to keep in mind about cyber risk:

• The cost of a data breach per record, according to the Ponemon Institute, is $204;

• The average total per-incident cost of a data breach, also according to Ponemon, was $6.75 million;

• Identity theft is the second most common concern among Americans today, according to Travelers’ Consumer Risk Index;

• A recent Pew Research survey showed 21% of Internet users have had an e-mail or social networking

account compromised or taken over by someone else without permission. The bottom line for many drycleaning businesses is this: Hackers are getting more sophisticated every day, sometimes forming syndicates of like-minded criminals to share information and new techniques. Businesses, even small businesses, are increasingly in their crosshairs and need to use every protection available to fight back against the growing cyber threat. O

Information in this article is provided for education al and reference purposes only. It is not intended to provide specific advice or individual recommen dations. Consult an attorney or insurance agent for advice regarding your particular situation.

Mark E. Battersby is a freelance writer specializing in finance and tax topics. He is based in Ardmore, Pa.

Work on Staffer Shortcomings

As dry cleaners, we hire lots of people. Some are fantastic employees, some are average, and some leave much to be desired. It’s my hope that we don’t allow the poor performers to remain long, and we try again with new blood. But, maybe, just maybe, part of the problem is that you owners are unwilling to work with a staffer and to put forth extra effort to see that the individual improves.

One dry cleaner told me, “I hire the best candidate, put him through a one-week training, and see how he works out. If he works out, I have a new employee. If he doesn’t work out, I get rid of him.

I’m just too old to spend all my time trying to get employees to do what they should be doing.”

Perhaps spending some time and doing it in such a way as to impart real knowledge would result in less staff turnover.

Employee rehabilitation has two parts. First, convincing the employee that she’s doing something incorrectly, and second, giving her the tools to improve. One prong is just as important

To find past columns from Howard Scott or share this month’s with your colleagues, visit www.americandrycleaner.com.

as the other. In my business career, I can’t count the times I have heard an employee say to another staffer, “Ten minutes late, and the boss is incensed. Ten little minutes. What a neurotic he is!” This attitude needs to be adjusted.

SPECIFIC ISSUES. Let’s take a few specific problems, and suggest how they might be handled.

A staffer comes in 10 to 15 minutes late once or twice a week. The first thing is to emphasize the importance of being on time, whether the person was opening up, relieving another staffer, taking over a new shift, or pushing out the work in a timely fashion. All depend on the staffer being there on time.

Nothing works like a visual explanation, so act as a customer coming to the store at exactly 7 a.m. and finding the shop closed. Pitch a fit in front of the store. Stomp around. Swear. Show the anger and frustration. Then have the staffer open the front door. Walk in, sour-faced, as if one false word from the staffer will make you explode.

Point out that this is a normal reaction from half the paying customers, and rightfully so, because they get up early and they expect the shop to come through with its part of the bargain.

Howard Scott

Alternately, be a worker who had to stay late because the next staffer walked in 10 minutes late. Role play. Yell at the tardy staffer, don’t accept excuses, kick cans around. Indicate that you had somewhere to go tonight and will now be a halfhour late. In these dramatic examples, the staffer will get the idea that she can’t be late.

Next, provide aids. Offer to phone the employee for the first two months of her trial period, acting as an alarm clock. Or offer to buy the staffer a good alarm clock. Or give the worker preferential shift treatment, and see how she does. Or suggest she advance all her clocks by half an hour. One of these devices will cure the problem, if the individual wants to solve it. Point out that being late is a curable bad habit, and with some effort and focus, lateness can become a thing of the past.

What about the counter staffer who, despite a computerized cash register, makes a lot of mistakes when it comes to making change? Maybe she’s dyslexic, but is loathe to admit it. For starters, talk with the staffer about the complaints. Point out that such errors are symptomatic of a loose, inefficient company, which sends a bad message to customers. State that customers will take advantage when they can, and the company will lose money. Establish that you insist on running a tight operation, and she will have to improve to continue employment. ▲

It’s my hope that we don’t allow the poor performers to remain long, and we try again with new blood.

Drycleaner,

INDUSTRY OBSERVATIONS

Then give her the tools to improve. First, help her become more comfortable on the computerized cash register. Frequently, this is the problem. Offer her some after-work sessions during which she can play with the machine. Give her drills to improve her comfort level. Even pay for a course.

Point out that the difference between a slow worker and a fast worker can be the difference between profit and loss.

Then improve her counting skills. Teach her to count money like bank clerks do. Add two or three piles, then compute the sum of the piles, then double-check by adding each bill. If she is dyslexic, provide clues as to how to distinguish a $1 bill from a $5 bill from a $10 bill from a $20 bill. For instance, look for the curling bottom of the $5 bill. Recognize the picture of Andrew Jackson on the $20. Role play until both of you are confident that she is improving her skills. It’s a matter of determination and practice.

What if the production staffer is slow? First, emphasize why speed is important. Point out that the difference between a slow worker and a fast worker can be the difference between profit and loss. A staffer who presses 30 garments vs. a standard 60 garments per hour results in twice the press cost and, if followed through in all stations, will turn a profitable situation into a loss catastrophe.

A brisk, energetic presser infuses the

entire plant with energy. This helps everyone else in the production process speed up, if for no other reason than to keep up. Finally, the last thing the production process needs is a bottleneck, and one staffer being slow can create that breakdown.

Show the presser how to do tasks more speedily. Man the press. Move with alacrity. Create a pile of work ready to be processed. Demonstrate creating a crease by holding up the garment and letting it fall naturally. Show how to flatten out a garment on the pressing board with a movement of the hand. Make your movements sure and swift, from button to press bar. Demonstrate how to remove a garment from a machine in one motion. Suggest that the staffer develop a rolling motion so that the work can be done without thinking. Perhaps counting—1 … 2 … 3 … 4 … 5—is appropriate. Sometimes a flowing motion is what is needed. Then have the staffer press outfits while you watch and critique. Over the next several days, go back and make sure the work is being done correctly.

Of course, no staffer likes to be constantly criticized. Follow up each critique with a compliment. Make sure the staffer understands that you are trying to help him become an exemplary worker. In that way, you will eventually have an excellent workforce. O

Howard Scott is a longtime industry writer and drycleaning consultant, and an H&R Block tax preparer specializing in small businesses. He wel comes questions and comments, and can be reached by writing Howard Scott, Dancing Hill, Pembroke, MA 02359, by calling 781-293-9027 or via e-mail at dancinghill@gmail.com.

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HANG AROUND WITH THE ENTIRE INDUSTRY

With over 10,000 people and 400+ exhibitors, the Clean Show is the most important event in the textile care industry. This is your chance to explore all the latest technologies, products and concepts, presented through live demonstrations and classroom based seminars. For more information visit cleanshow.com.

April 16-19, 2015

Georgia World Congress Center Atlanta, Georgia USA

Low-E Glass and Lower Utility Bills

By Tom Herron

When the summer sun penetrates your store’s windows, tempera tures rise and so do utility bills. Choos ing windows with low-E glass, however, reduces the cost of staying cool.

In hot, sunny climates, building oc cupants need to know all their options for keeping cool air inside and hot air outside.

One option is installing windows with low-emissivity, or low-E, glass. Emissivity describes how a window ra diates the heat it absorbs.

Low-E glass can filter 40-70% of the heat that is normally transmitted through standard window glass. It works by re flecting heat back to its source.

Glazed with an ultra-thin metallic coating, low-E glass filters out the infra red (heat) portion of the light spectrum while allowing the full amount of visible light to pass through. This reduces solar heat gain, decreasing the need for air conditioning. It also reduces dependence on artificial lighting. Low-E glass also filters out harmful ultraviolet rays, preventing fading to carpet, furniture and other valuables.

Heat transfer in multi-layer glazing occurs through thermal radiation from a warm pane of glass to a cooler pane. When low-E glass faces the gap between the glass layers, it blocks a large portion

of this radiant heat transfer, lowering total heat flow through the window. In southern Nevada’s hot, dry climate, for example, summer heat reduction is a priority, so the low-E coating should be on the inside-facing surface of the outside pane.

While windows with low-E glass generally cost 10-15% more than win dows with standard glass, they can in crease energy efficiency by 30-50%.

Low-E coatings are usually applied during manufacturing, but there are also low-E window films available for doit-yourselfers. These films are a more economical alternative than replacing windows and will last for 10 to 15 years.

The U.S. Department of Energy estimates that 30% of the energy wasted in commercial buildings and 40% of the energy required for cooling homes can be attributed to inefficient windows.

Although opting for windows with low-E glass represents a greater initial investment, its many benefits pay you back over time. What’s more, improving energy efficiency in homes and build ings helps boost the economy, improves health, and protects the environment. O

Tom Herron is senior manager, Communica tions and Marketing, for the National Fenestra tion Rating Council (NFRC), which develops and administers comparative energy and re lated ratings for fenestration products, e.g., doors and windows. You can reach him at therron@nfrc.org.

Protecting Against Disability

Afew years ago, the owner of a small landscaping business asked me to help him with some business problems. He took care of our yard work, but had plenty of time to spend with me since he had just broken his ankle playing a little one-on-one with his teen-aged son (something I learned not to do many years ago).

Like other business owners I’ve known over the years, Tom (not his real name) had life insurance but no disability insurance. Since Tom’s personal labor com prised the nucleus of his business, the period of six weeks or so during which he wasn’t able to work turned out to be a seri ous financial setback for him. However, if he followed my recommendation, he won’t be caught in this fix again. No self-employed person should ever risk the dangers of uninsured disability.

DISABILITY INSURANCE. Unlike life insur ance, disability insurance is designed to protect you (and your family) from financial hardship while you are still alive. In my view, disability insurance is at least as important as life insurance for self-employed breadwinners. According to some reports, as many as one-third of all workers will eventually suffer a dis ability that keeps them out of work for at

least 90 days.

Remember: It doesn’t take an apoca lyptic tragedy to put you out of work for a while. A broken ankle or a minor auto accident can do the trick just fine.

If you are an employee, depending on your employer and your state, you probably have some protection against disability, and perhaps it will be all you need. Whether you are an employee or an owner of the business, familiarize yourself with how much protection you have; it may be far less comprehensive than you think. Yes, Social Security of fers some disability coverage, but quali fying for the government’s definition of “disabled” has turned out to be a lot tougher than many people expected.

When you go out to purchase a dis ability policy, don’t hesitate to shop around. Insurance contracts are full of the most arcane language you can imag ine, written deliberately, I believe, to make it difficult to understand. Legisla tion in recent years has improved this situation somewhat, but reading an insurance policy is still a linguistic adventure.

If you are lucky enough to have an insurance agent whom you trust, you’ll need his help. Searching for a disability policy provides an excellent illustration of why it is better to work with a trust worthy independent agent who is not tied to a single insurer.

Bill Lynott

Even with a good agent and a batch of price quotes, you need to be informed enough to understand your basic needs. As with life insurance, you want to be sure your policy is guaranteed to be both renewable and non-cancellable as long as you pay your premiums on time. Your policy should also allow the purchase of additional coverage as your income grows and your needs change.

Most importantly, it must contain cover age for a long-term disability, guaranteeing your payments at least until the normal retirement age of 65. At this point, an infla tion provision is essential. If you suffer a long-term disability, your payments will erode over time unless the policy contains a provision to adjust payments for inflation.

AMOUNT OF DISABILITY INSURANCE? How much disability should you buy? As with life insurance, it depends on your needs. As a rule of thumb, some insurance advisers sug gest coverage amounting to 75% of your cur rent income. Disability insurance payments are non-taxable, so you probably won’t need 100% of your normal income to maintain your standard of living.

Can you learn more about insurance on the Internet? Of course you can. Not only can you find helpful general information on insurance, shopping the Internet is also be coming a smart way to purchase insurance. Many sites are available, and some enable you to receive immediate quotes.

To find an appropriate insurance website, log on to one of the major search engines. My favorite is Google. Just type in what you are looking for, e.g., “disability insurance,” and you’ll wind up knowing more than you ever wanted to know about the subject.

Some sites, as you might imagine, belong to the insurance companies themselves.

While this is not improper, it may not allow for objective counsel in all cases; it’s kind of like asking your plumber to come over and check out your house to see if anything needs attention.

Many websites provide dependable in formation on disability insurance. One of the most informative and easy to navigate sites is for MassMutual Financial Group, www. massmutual.com/sem/disability-insurance.

Whether you look to the Internet or to conventional sources to help make insurance decisions, remember that insurance company representatives are, by every definition, sales men. While there is nothing wrong in consult ing with a knowledgeable salesman in any field, it’s up to you to maintain your perspec tive. Even the kindest, most sincere and most knowledgeable salesperson doesn’t make any money unless she sells you something.

Human nature being what it is, you would be wise to never lose sight of that fact. O

Information in this article is provided for educational and reference purposes only. It is not intended to provide specific advice or individual recommenda tions. Consult an accountant or tax adviser for advice regarding your particular situation.

Bill Lynott is a freelance writer whose work appears in leading trade publications and newspapers, as well as consumer magazines including Reader’s Digest and Family Circle. Visit his website at www. blynott.com or e-mail blynott@comcast.net.

www.americandrycleaner.com American Drycleaner, September 2014

(Photo: © iStockphoto/Gunnar Pippel )

Drycleaning veterans

Slatten, Easley announce retirement

Drycleaning industry veterans Kenny Slatten and Doris Easley recently an nounced their retirement from the in dustry, the Textile Care Allied Trades Association (TCATA) reports.

Slatten was introduced to the in dustry through his grandfather, who owned a drycleaning business in Louisiana.

He later became the chief trainer for two drycleaning franchises, and an independent consultant and certi fied instructor for the Drycleaning and Laundry Institute (DLI).

He was a DLI board member for four years and the executive director of Western States Drycleaning and Laundry Association for seven years, according to TCATA. He frequently wrote for industry publications, in cluding American Drycleaner. Easley, who turned 92 on May 21, started her drycleaning career in 1943. She owned a dry cleaner for 35 years, and was the first woman president of the International Dry Cleaners Congress. In 1983, she was

named the International Dry Cleaner of the Year. She once served on the California Department of Consumer Affairs State Licensing Board of Fab ric Care.

A specialist in heirloom restora tion, and a consultant to museums, she has presented in seminars on fabricare around the world.

FRSTeam opens doors to third Ohio franchise location

FRSTeam (Fabric Restoration Service Team Inc.) has opened the doors to its newest franchise, FRSTeam by Sun Cleaners, in Carroll, Ohio, the com pany reports.

The franchise’s owners, Nick and Ashley Babamov, have been in the textile restoration business for 15 years, FRSTeam says.

“It will be nice to be part of a larg er team and have the support of an entire organization,” says Nick Ba bamov. “We are looking forward to fine-tuning our processes and doing business under a nationally recognized and respected name.”

It is FRSTeam’s third Ohio loca tion and its 55th licensee location, ac cording to the company, and will serve Southeast Ohio, West Virginia and Eastern Kentucky.

FRSTeam services 48 states across the United States plus parts of Canada,

Doris Easley

Kenny Slatten

where it provides fabric restoration ser vices for clothing and textiles damaged by smoke, fire, water and mold.

“Our organization knows that the best way to expand nationally is to team up with experienced and like-minded pro fessionals,” says FRSTeam President Jim Nicholas. “We are thrilled to have a new team on board that shares in our vision and dedication to quality service.”

Maineline Computer Systems welcomes back Rowell

Kevin Rowell, who worked many years as a Compassmax software developer for Maineline Computer Systems, Falmouth, Maine, recently rejoined its software de velopment team, the company reports.

During his time away, Rowell remained in the drycleaning industry. He led Service and Devel opment activities for HMC Solutions, a company that develops and manufactures automated systems for storage and retrieval, or der assembly, sorting and other applications. Rowell holds a patent, as a co-inventor, for an automated, self-service drycleaning deliv ery system that accepts and records items dropped off through a kiosk for cleaning, and returns cleaned items to the same ki osk for customer pick-up, Maineline says.

Rowell has 32 years of experience in software design and business management, with 15 years specifically working in the garment care industry.

“We believe Kevin’s knowledge and

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insight will help us in developing the Compassmax software to better fit our customers’ needs,” says the company’s president, Paul Goldstein. “We know Kev in will be a great asset to the Maineline team.”

Colmac Industries hires new coordinators, R&D engineers

The staff at Colmac Industries has grown with the additions of David Glanville, manufacturing coordinator; Scott Vold baek, marketing coordinator; and Ken ny Rea and Ben Upper, R&D (research and development) engineers, the company reports.

Glanville brings five years of expe rience in technical drafting to Colmac. In addition to assisting customers with de veloping conceptual layouts, he will also be responsible for devel oping and improving processes to increase manufacturing efficiency and quality, the company says. He is a gradu ate of Grand Canyon University.

In his new position as marketing co ordinator, Voldbaek will be managing

American Drycleaner, September 2014

Kevin Rowell

Ben Upper Kenny Rea

Scott Voldbaek

David Glanville

Colmac’s marketing materials and working to further promote the company’s brand. He has 25 years of laundry industry expe rience, says Colmac.

As the company’s new research and development engineers, Rea and Upper will be responsible for designing new products, improving current designs and assisting with testing and quality control, according to Colmac.

A graduate of Washington State Uni versity, Rea has a bachelor of science de gree in mechanical engineering. Upper also has a degree in mechanical engineer ing, having earned his bachelor of science from the University of Idaho.

Fairfax, Va., chosen as next site for Martinizing Dry Cleaning

Franchisees John and Mary Gray have chosen a site in Fairfax, Va., for their fu ture Martinizing Dry Cleaning® store, re ports Kevin Kaeding, president of Martin Franchises Inc., corporate headquarters for Martinizing Dry Cleaning.

When discussing why he chose Mar tinizing, John Gray says, “It had always been a goal of mine to own a business, but it took some inspiration to act upon mak ing a dream reality.”

He found that inspiration in wife Mary, who has been a business owner for more than eight years. Researching several busi nesses and franchises over several months, John discovered Martinizing.

“Not only was the franchise opportu nity very attractive, but I had been a happy and loyal customer ... before I ever consid ered ownership.”

The Fairfax store featuring GreenEarth® environmentally friendly cleaning is expected to open this fall.

Laundrylux promotes Milch to company VP of OPL Sales, PLUS

Cody Milch, who joined Laundrylux last year as its PLUS product manager, has been promoted to vice president of OPL sales for Electrolux and Wascomat, and PLUS, Laundrylux reports.

Cody Milch

PLUS is a “pay-as-you-use” system for dry cleaners and on-prem ises laundry operations to receive high-quality laundry processing with Electrolux Professional washers and dryers without making a capital investment.

In his new position, Milch will work with the OPL/PLUS sales team as well as the company’s distributors.

“Only Electrolux + Laundrylux have the capacity to provide a full suite of com mercial and professional laundry and kitchen equipment to OPL customers in hospitality and healthcare,” says Milch. “I look forward to growing and developing this process and creating opportunities and sales resulting for our distributors.”

Houston area dry cleaner helps fathers look good on ‘their’ day

MW Cleaners, which describes itself as the “largest dry cleaner in the country,” part

American Drycleaner, September 2014 www.americandrycleaner.com

nered with The Salvation Army of Greater Houston for an early June Father’s Day tie drive benefitting the Harbor Light Center; the Center provides assistance to the in creasing needs of Houston’s homeless and drug-dependent men.

“During the two-week span, we were able to collect approximately 13,000 ties to donate,” says Mike Nesbit, president of MW Cleaners. “The support we received from the community is just incredible.”

Each of the 37 Houstonarea MW Cleaners served as a drop-off location for donations of new or gently used men’s ties. Addition ally, customers interested in giving ties could also make donations through their regularly scheduled MW Cleaners pickup service at home or office.

In July, the business partnered with another non-profit organization, Undies for Everyone, which helps collect new underwear for disadvantaged students in Houston.

Lapels Dry Cleaning coming to Boston’s Seaport District

Lapels Dry Cleaning has entered into a seven-store development agreement with the father-son team of Steve and Scott Goddess to bring the franchise to Boston’s Seaport District, the company reports.

The initial store will be located at 415 D St. in South Boston, and its opening is anticipated for early fall.

The Goddess duo has extensive expe

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rience with franchise development and operations from their success at expanding the Dunkin Donuts brand presence within metro Boston, Lapels says.

“When considering our next business venture, we were looking for a forwardthinking franchise that had the potential for being the next Dunkin Donuts in their industry,” says Scott Goddess. “With their commitment to greener, more environ mentally friendly ways of dry cleaning and their involvement in the community, Lapels has that potential.” O

CORRECTIONS

Due to an editor’s error, the location of DLI Vice-President Greg Myers’ business was listed incorrectly in August’s Around the Industry section (Drycleaning & Laundry Institute names Board of Directors for 2014-15). Southside Cleaners is located in Lakeland, Fla.

American Drycleaner regrets the error and apologizes for any inconvenience it may have caused. •••••

Due to an editor’s error, the Distributors Directory listing for New York state’s Bohunk Enterprises was listed incorrectly in the August issue of American Drycleaner. Here is the corrected listing.

American Drycleaner regrets the error and apologizes for any inconvenience it may have caused.

Bohunk Enterprises

10171 South Street Rd. Le Roy, NY 14482

Contact: Jim Griep Phone: 585-820-7474 Fax: 585-768-6177 ✉ bohunken@aol.com Dry cleaning, laundry, wet cleaning and finishing equipment; parts and service

American Drycleaner, September 2014 57

Mike Nesbit

PAYMENT FOR CLASSIFIED ADS: Must accompany order. DEADLINE: Ads must be received by the 1st of the preceding month. For example, for a June ad, the closing date is May 1st.

FRANCHISE OPPORTUNITIES

W ITHOUT-A-TRACE WEAVERS— More than 50 years’ experience. We are the experts in silks, knits, French weaving and piece weaving. Reasonable prices. Send garments for estimate to: 3344 W. Bryn Mawr, Chicago, IL 60659; 800-475-4922; www.withoutatrace.com.

SERVICES & SUPPLIES

American Drycleaner and AmericanDrycleaner.com

A WINNING TE AM

E-News Web Print

American Drycleaner is the industry’s premier publication for news relating to drycleaning plants. In it, you’ll find profiles of successful businesses and their owners, tips for running your operation more successfully, expert advice, and much more.

AmericanDrycleaner.com is your one-click site for all of the most up-to-date information on the industry today. Stories are updated daily to ensure you’re always informed. Plus, online tools such as the Distributors Directory and Buyer’s Guide will fulfill all of your plant’s needs.

Orchid...

Continued from page 64

of the 77 hazardous waste handling facilities in Louisiana. Safety-Kleen-Pineville was able to recycle or reclaim more than 92% of the 1,500 tons of waste it recovered last year. … Miraclean Equipment and Mfg. Co. hosted a three-day conference, “Miraclean ‘89.” More than 100 representatives of Miraclean’s 41 distributors traveled to Trevose, Pa., for the conference, which covered a range of topics. The conference concluded with a VIP bus trip to Atlantic City’s Trump Castle for dinner and a show.

and memorable than anything seen on television.” … Wascator & Wascomat has reached new depths as its WascoNautic washer-extractor is being used on the U.S. Navy nuclear submarine fleet. Navy inspector A.K. MacKinnon, of the U.S. Navy purchasing office in London, England, recently inspected one in the company’s plant in Sweden.

75 YEARS AGO. One method to let housewives realize just how dirty their rugs can become is to “shock” them with the amount of dirt that has accumulated. Home manager Phyllis Ackerly suggests displaying the following on the customer’s billing statement: Wt. of rug before cleaning ___ lbs.; Wt. of rug after cleaning ___ lbs.; Amount of dirt removed ___ lbs. Ackerly acknowledges that the weight of the rugs can vary due to moisture in the air, adding up to one-third of the weight to the rug. She suggests pre-drying the rug before each weigh-in. The average 9x12 living room rug can collect over three pounds of dirt, according to Ackerly. … Charles M. Ball, owner-manager of Crothers Cleaning Co., Kansas City, Kan., has been hosting a 15-minute radio program every Thursday evening called “An Orchid To You.” On the program, orchids are presented to different people in the city. The audience is encouraged to call in to nominate “people who have some particular achievement to their credit or who have brought happiness to others.” During the program, Ball promotes his drycleaning business to listeners. He believes the advertising campaign, which can cost him up to $200 a month, has proven successful for his business. O — Compiled by Lauren Dixon and Charles Thompson II www.americandrycleaner.com American Drycleaner,

50 YEARS AGO. The sixth annual International Drycleaners Convention was held in July with 132 registrants in attendance. Mexico City hosted and saw representatives of the drycleaning industry from Japan, the United States and Mexico attend. The next convention is planned for Japan next October, and is “expected to be the largest gathering of [its] kind ever held,” according to the organization. … Joseph Caruso, “Advertising Clinic” columnist for American Drycleaner, has found the prime time to attract customers via radio advertising. Caruso advises dry cleaners to buy radio air time in the 6-9 a.m. period on either Monday, Tuesday or Wednesday, as it seems to be the best time to find an adult audience, particularly as commuters are going to work. “It used to be enough to talk loud and fast in order to be noticed on the radio,” says Caruso, advising advertisers to now use tactics like unusual sounds and humor, adding that radio “has the capability of creating pictures in the listeners’ mind that are much more vivid

An Orchid to You

10 YEARS AGO. Zengeler Cleaners, operating since 1857, started as a dye house in Chicago. It later moved to Northbrook, Ill., and expanded to include a central plant, two package plants, five dry stores and seven routes. Employee Maurice Felgar was recently honored as “Someone You Should Know,” on WLS-TV, ABC’s Chicago affiliate. He has worked with Zengeler Cleaners since 1942. Tom Zengeler, the son of fourth-generation owner Bob Zengeler, and now head of the firm, has been on many deliveries with Felgar. “Maurice was a master,” Tom says. “He knew exactly how each customer liked things done, and took great pleasure in keeping them satisfied. I realize now that he was teaching me about the importance of building longterm customer relationship.” … Pete Smith, operator of Napa, Calif.-based Greene’s Cleaners, recently spent two weeks in Peru. He spent his time volunteering at Puericultorio Perez Aranibar in the capital, Lima. The children’s

home houses 600 abused, neglected or orphaned children. Through the Global Volunteers organization, Smith helped with teaching and construction projects. “It’s amazing how happy people can be with so little,” he says. “From now on, I’ll think twice before purchasing unnecessary items for personal gratification.”

25 YEARS AGO. Stan and Judy Folk struck a deal with their landlord. In order to expand and renovate Bryan’s Cleaners & Laundry Formal Wear in Irmo, S.C., the couple agreed to pay their share and have the option to eventually purchase the whole shopping center. When obtaining a building permit proved difficult, the Folks stuck it out. In the end, they went through with a successful renovation, adding 3,000 square feet, a five-computer network, an express drive-up window and new equipment. … The Environmental Protection Agency recently awarded the Pineville, La., branch of Safety-Kleen Corp. with the Regional Administrator’s 1989 Environmental Excellence Award. The honor was given to recognize the company’s outstanding management of hazardous waste and efforts to recycle or reclaim the waste fluids collected through the Pineville service center. EPA officials declared the business as the best

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