April 2013 Issue

10

M A G A Z I N E

EXPERTS you can call now

HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS

Bet Shemesh - Jerusalem

www.biznessmag.com

Circulation: 17,000 copies

AARON RABINOWITz

“I offer free advice to anyone looking to buy a printer”

How does your

i“There Assist Office Support are things in your business that only you can do. Leave the rest to us”

car engine work

By Ariel Levy

CARMIT Shoes Practical tips for the summer

Egert-Cohen Insurance Tips Adding cover for young drivers Life Coach

Helen Abelesz How can we stop worrying?

Dr. Shoshana Kesner New homeopathy clinic for women & children in RBS

Tohar Spa

Perfect for the ideal one hour or one day getaway Bizness Magazine is now online

www.biznessmag.com

Exclusive Interview

Avraham Lewis

with

APRIL 2013

The Fundraising Coach Moshe Wilshinsky

MORTGAGE ExPERT A subject that is on the rise – rising interest rates

Interview with

Lou Brifman

“…we will grow from a sole proprietorship to a national locksmith service”

CIRCULATION NOW 17,000 Copies!!!!

20 signs &

symptoms of adrenal fatigue

By Dr. Reuven Rosenberg

Realty Executives

How much is your apartment really worth

Lawyer Nicole Levin

10 Things to know when buying a new home from a builder

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4 Part Folding Ladder

contents

Editor in Chief Ariel Topf Contributing Editors Roberta Bienenfeld Chief Designer Adam Ram Contributing Writers Helen Abelesz Shimon Cohen David Drutman Eliyahu Gherman Shoshana Kesner Nachum Kligman Edo Lavi Nicole Levin Ariel Levy Meir Luzon Shmuel Pasternak Binyamin Rothstein Reuven Rosenberg Tal Moshe Zwecker Eva Topf Moshe Wilshinsky

APRIL 2013

10 12 14 16 18 20 24 26 28 30 32 36 38 40

Advertising

Liba Adler Bayla Gamliel Ari Gingsberg Adam Levy Helena Topf Yona Morgenstern Graphic Artists Aliza Sokol Photography Yael Ita

How to reach Bizness Magazine Advertising

02-999-3939

Send your ads to Letter to the Editor Share your Views Ask our Experts Ask our Readers Kidz Biz Stories Something great to say Request for Interview Announce Job Openings General Inquiries

ads@biznessmag.com editor@biznessmag.com inbox@biznessmag.com experts@biznessmag.com readers@biznessmag.com kidzbiz@biznessmag.com praise@biznessmag.com interview@biznessmag.com jobs@biznessmag.com info@biznessmag.com

ADVERTISING

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10

M A G A Z I N E

EXPERTS you can call now

HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS

Bet Shemesh - Jerusalem

www.biznessmag.com

AARON RABINOWITZ

“I offer free advice to anyone looking to buy a printer”

How does your

Circulation: 17,000 copies

i“There Assist Office Support are things in your business that only you can do. Leave the rest to us”

car engine work

By Ariel Levy

CARMIT Shoes Practical tips for the summer

Egert-Cohen Insurance Tips Adding cover for young drivers Life Coach

Helen Abelesz How can we stop worrying?

Dr. Shoshana Kesner New homeopathy clinic for women & children in RBS

Tohar Spa

Perfect for the ideal one hour or one day getaway Bizness Magazine is now online

www.biznessmag.com

4

• APRIL 2013

Exclusive Interview with

APRIL 2013

Lewis

The Fundraising Coach Moshe

20 signs &

MORTGAGE EXPERT A subject that is on the rise – rising interest rates

By Dr. Reuven Rosenberg

Interview with

Lou Brifman

“…we will grow from a sole proprietorship to a national locksmith service”

CIRCULATION NOW 17,000 Copies!!!!

symptoms of adrenal fatigue

Realty Executives

How much is your apartment really worth

Lawyer Nicole Levin

10 Things to know when buying a new home from a builder

6 8 64

Insurance Tip How Much is your Apartment Really Worth?

Buying a New Home in Israel from a Construction Company Smiling from Bet Shemesh to Jerusalem with Smile Talk Restricted Bank Account If Rising Interest Rates Are of Interest to You...

Carmit Shoes Water leaks from inside the house, not what it looks like ...

Living in the Moment Life Coaching Car Anantomy Combustion Engine 101 Carpal Tunnel Syndrome Homeopathic Medicine Claiming Back your Health Are you always tired?

Tohar Spa

42

The Seventh Commandment: Thou Shall Have a High Perceived Value

44

From managing $10 million Y2K projects to rekeying locks and master keying

46 48 50 52 54 56 58 60 62

Back to the Future Maccabi does it again!

Blogging, Videoing & Plumbing Interview with Moshe Nisanov from Sa Leshalom Avraham Lewis The Fundraising Coach iAssist Office Support Services Toned to be his own Boss Now Is Not the Time to Give Up A Touch of Tranquility...

The Perfect Gift

On every issue

Letter from the editor inbox 10 experts you can caLL

Bizness Magazine is published monthly. Bizness Magazine considers its sources reliable. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. Each business opportunity and/or investment inherently contains certain risks. It is suggested that prospective business people, potential patients and clients, and all readers consult their doctors, attorneys and/or financial advisors before applying any of the information that is publish in this magazine. Bizness Magazine makes content available with the understanding that the publisher is not rendering legal services or financial advice, business advice, medical advice or any other type of advice. Editorial content, articles and interviews may be paid advertising. Bizness Magazine does not endorse or recommend any products or professionals. Although persons and companies mentioned herein are believed to be reputable, neither Bizness Magazine or its publisher, parent company, nor any of its employees, sales executives or contributors accept any responsibility whatsoever for their activities. We assume no responsibility for unsolicited material.

Manuscripts, artwork and photographs must be accompanied by stamped, self-addressed envelopes. We reserve the right to publish in whole or in part all letters received by us. All letters, sent to Bizness Magazine will be considered the property of the Magazine. All remarks, suggestions, ideas, creative concepts, graphics, or other information communicated through this magazine or otherwise sent to its publisher (together the ‘Submission’) will forever be the exclusive property of Bizness Magazine., who will not be required to treat the Submission as confidential, and will not be liable for any use or disclosure of the Submission, and need not provide any compensation or acknowledgement for the Submission. Under no circumstances shall Bizness Magazine, or its affiliates, subsidiaries, or related companies and web sites, be liable for any damages whatsoever (including, but not limited to direct, incidental, consequential, indirect or punitive damages), harm, or injury that relate to, arise out of, or result from the use of, or access to, or the inability to use, any of the materials of this magazine, or are caused by any failure of performance, error, omission, interruption, defect or delay in printing. Bizness Magazine is printed in Israel and all rights are reserved. No portion of this magazine may be reproduced without written permission of the publisher.

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Marvad Haksamim Restaurant in h s e m e h S t e B BET SHEMESH: , ZCHAK RABIN 2 IT Y V O H E R , LL NAIMI MA 30 11, 077 750 37 Tel. 052 578 00 , MEK REFAIM 42 JERUSALEM: E 0007 NY, Tel. 02-567 GERMAN COLO e.co.il aksamim.restwww.marvadh

A Classic comes to town ( since 1960) “Marvad Haksamim” (the Magic Carpet) is a restaurant that specializes in many different ethnic foods as well as the Israeli and Jerusalem kitchens. The new Bet Shemesh branch resembles the quality of the original restaurant set in the heart of Emek Refaim Street – Jerusalem’s restaurant and coffee bar neighborhood with its own special local, authentic Jerusalem atmosphere.

Apart from the delicious steaks and skewered meats, you can also choose from six different types of soups, homemade salads with side dishes such as okra, cuscus and more. You’ll also enjoy the pita breads, baked on the “Marvad Haksamim’s” own kitchen.

Every Friday or the eve of every holiday we have a huge, rich buffet with ready made food. Main dishes, side dishes, challot and much more.

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The restaurant is strictly kosher under the supervision of Rabbi Machpud.

Letter from the Editor Dear Readers, We have all heard the word “proactive.” In general it means to take action instead of waiting for things to happen and only then making the corresponding efforts to adjust. In business you can do almost everything wrong as long as you continue to sell the necessary amount of products or services to keep your business afloat.

Unfortunately, many businesses open and close in the retail sector. Retail is the sale of goods to the public for use or consumption rather than for resale. This type of sale is usually done through a retail store, meaning a place of business for retailing goods. Traditionally the retail store was located in areas nearby other retail stores resulting in a “market” or a commercial area. All these stores combined attracted the necessary influx of people to that area and all benefited from that vital traffic. This continues to be the preferred strategy used by merchants when looking for a location for their new stores. When I built companies in the retail sector, the main concern was to open stores in high traffic areas. I had people whose sole responsibility was to find high traffic locations throughout town. If multiple locations where available in the same area, they would count the number of people who walked by the door per hour and we used that as a determining factor in deciding on the right location. Our experience indicated that it was much more economical to pay more for rent in high traffic areas than to advertise to create our own traffic in lower traffic areas.

This model of opening stores in high traffic areas has worked well over the centuries and has created the mindset that to be successful in retail you only need to display the appropriate merchandise at the right price for your target market and basically sit and wait for customers to come in.

So why is it that we see stores opening and then closing in high traffic areas? Well, the world has changed. Retail is no longer the only way for consumers to acquire their goods.

People are shopping in “megastores,” through the internet and nowadays, especially in communities like ours, retail has taken a different shape. Due to the high cost of high traffic retail locations, retailers are opting to run their businesses from their own homes or from low cost locations where you hardly see any passersby.

We had a different mindset than most other retailers. While they sat and waited for customers, we went and looked for them. We created targets that enabled us to pay for most of our expenses by selling to clients who would have never come to the store. Our mindset was that any sales to “walk-in” traffic was just icing on the cake.

If you are running a retail business or any other business, it’s imperative to be proactive now, while your business is alive, and you have the energy and enthusiasm. Create the necessary mechanisms, strategies and venues to diversify your means of selling your products or services. Don’t wait for the world to keep changing “against” you. By being proactive, those changes will work for you and push you ahead.

Ariel Topf ariel@biznessmag.com Ariel has built several companies in 3 continents in the fields of Internet, High-Tech, Retail, Franchising, Food Manufacturing, Clothing Manufacturing, Direct Sales, Wholesale, Personal Development, Restaurant, Advertising and Publishing. In this process, Ariel has headhunted, hired, trained, managed and/or mentored over 20,000 individuals.

6

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APRIL 2013

Bizness Magazine

02 999 3939

General Technical Contracting

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The evaporator and condenser coils collect dirt, dust and mold over time, especially when they are in use during the warmer months. Tzvi recommends cleaning these items every 2 years in order to maintain the efficiency of the unit, save you money and ensure a healthier environment.

The company uses the latest methods to detect Freon leaks, repair and service your air conditioning units. They carefully and thoroughly clean the evaporator coils with a special cleaning solution and pressurized water, not with harsh brushes that are often used. This method is more cost-effective and gentler on your air conditioning system, resulting in a unit that works more efficiently. It is also advisable to periodically wash the filters and check the overall performance of the unit to ensure its optimal operation.

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Tzvi has many years of extensive experience in general contracting and home construction and renovations. Tzvi made aliyah from New York where he built multi unit projects and custom homes. Air conditioning is one of his passions. He provides care and maintenance services for all the major brands including: Elco, Electra, ECP, Tadiran, Tornado, Fujitsu, Mitsubishi and LG among others. Tzvi specializes on both wall units and central a/c units. He gives a thorough explanation of the work to be done with honest and affordable prices.

www.HandymanTzvi.com

BIZNESS MAGAZINE

•

7

I have something great to say about…

inbox My stove decided to stop working on Pesach! HELP! I called several people and nobody could come. Some said I might have to change the igniter (expensive part!) I decided to call Mr. Michoel Guttman. He first gave me advice on the phone and then came. He tried everything to save me from the expense of replacing parts. He finally went to his truck and brought a blow dryer! He dried the circuits with hot air and vuala, the problem got fixed.

He was very knowledgeable and really creative. I was thrilled! He was very fair in his price and a pleasure to deal with. E.T.

WOW, I really made the perfect decision in choosing Zislick for my son’s Bar Mitzvah. The set up was great and on time, the food was delicious and the service super friendly. The adults and the kids loved the fresh salads, hot dishes and warm bread. All went crazy for the ice cream, milkshakes, crepes, waffles and real espresso made on site. My son had nine milkshakes! He said his friends told him it was the best Simchah meal ever. Thank you Zislick!!! H.T. (RBS resident) Just want to tell you that we love the magazine and it has given us some contacts in my husbands business as a freelance illustrator and art licenser.

Thank you. A. M. Hi, I personally want to let you know about the “fruits of your labor”. You published an article about my organization two issues ago. A very generous man in Jerusalem read the magazine and sent a donation! Thanks so much. S. P.

Our first ‘like’ is Saidels bakery.

No bread like theirs even in the States.

So good you have to be careful not to overindulge even on Shabbat when calories don’t count . And kudos to Kitchen Connection; Binyamin said our redo would be finished in one day and it was! Aside from some small adjustments, our kitchen is now a pleasure to see and to be in. Thanx to Binyamin and Gershon (polite, efficient and makes sure there is nothing to clean up after he is finished).

THG Thank you Ariel. We also used The Handyman Tzvi, thanks to your magazine. He was absolutely terrific!

D.W. My 8 year old boy absolutely destroys his sneakers. I went to Carmit shoes under Shefa and after choosing a model Carmit told me to take a different pair (less expensive) saying that she bought those for her son 8 months ago and they still look like new. This is what I call customer service!!! E.K.

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• APRIL 2013

DOCTOR OF DENTAL MEDICINE GENTLE DENTISTRY FOR THE WHOLE FAMILY OVER 20 YEARS OF EXPERIENCE

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Bizness Magazine

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Insurance

INSURANCE

By EgErt and CohEn, your nEighBorhood agEnts uring the Pesach vacation many young drivers were “back in town” from yeshiva, the army, etc.

Here are two cases regarding young drivers, parents and responsibility.

D

driver to ensure that the insurance will cover him properly.

The court decided that Karnit was not liable to pay for this accident and the injured young man was left with a large medical bill.

Case #1 - Ignorance Is No Excuse!

Case #2 – The Power of the Word:

The following case came before the Tel Aviv district court.

Two teenagers were looking into the prospect of buying a motorcycle from a third teenager. One of them took the bike for “a spin” – and had a major accident in which he was badly hurt.

At the time of the accident, the cover on the policy was limited to one named driver.

[In general, there are times when the regular Compulsory Insurance (Bituach Chova) does not give cover — e.g. a stolen car, an underage driver, a hit-and-run accident. In all these cases there is a government fund called Karnit which fully compensates all innocent victims of road accidents. However, in the above case, the legal question was – should a normal person assume that there was cover for all drivers or not?

The injured young man claimed that he simply assumed that the policy would cover him as well and therefore did not think to check it out.

The court, however, made a distinction between driving a motorbike/car belonging to, say, a family member where one could assume that all the drivers were covered, and between driving a motorbike belonging to a stranger and assuming this. In the second example, it is the responsibility of the

We have an arrangement with some of our clients regarding young drivers who are in yeshiva or in the army. When these boys return home every few weeks, their parents have to contact us and we immediately add cover for the young drivers onto the policy. This can be done by phone or e-mail.

In this case, the soldier returned home late at night, and wanted to use the car. Not having computer access at that time, and not wanting to disturb us, the parents planned to call us in the morning and add him onto cover. But, as these things sometimes happen, that night was the night he was involved in a car smash that

10

• APRIL 2013

Bizness Magazine

TIP resulted in the family’s NIS 85,000 car being totaled.

The insurance company refused to pay the claim as the soldier was not on cover. However, after frantic inquiries on our part, the police report found that one of the other cars involved had been the cause of the accident. On the basis of this fact, we succeeded in getting our company to pay the claim and, in turn, claim from the other party.

The power of the word (or the lack of it)!

What should the parents have done? They should have disturbed us or, alternatively should have told their son – no car tonight!

Practical Lessons 1. Do not lend out your car or borrow someone else’s car without making sure that the insurance cover is sufficient. If you are not sure or cannot contact your insurance agent – do not drive!!!

2. Teach your driving-age kids (or at least try to!) that borrowing a car — even “for only a few minutes” —could result in major problems if the insurance is not in place.

3. Today, all insurance companies give reductions for limited numbers of drivers on cover.

Make absolutely sure that your motor policy is exactly suitable for your family’s drivers. (Some of the available options include all young drivers under 21, over 21, new drivers over 24, etc.).

We hope you all had a Pesach Kasher Ve’Sameach (and a safe one).

Call us with any questions at: 026232546. 

02 999 3939

I CAN’T TAKE IT ANY MORE! This is a follow up to the full article which appeared in our Purim 2013 issue. You may obtain a copy by request to insurance@biznessmag.com

“This is the only problem facing Klal Yisreol which can be solved with relatively little money” -Jonathan Rosenblum

“Neither I nor any member of my family sells insurance. There is no personal gain for me or my family from anyone paying heed to the message.”

-Albert Kahn

Don’t leave your family in the air if tragedy strikes

It is an act of kindness to take care of your family.

As early as the shevah brachos. The latest, after the first child. The earlier the better to prevent becoming uninsurable which could happen at any time. Therefore, buy as much as you can for as long a period as you can afford.

R. Moshe Feinstein z”l said that people should get term-life insurance during the Sheva Brachos.

Get adequate term-life insurance for husband and wife (separate policies).

I recommend people get a minimum policy of 15 times the family’s annual expenses for the breadwinner and 10 times for the non-working spouse.

“If you can afford it, you should do it and if you cannot afford it, then you should definitely do it!”

Until 35 years old, the price is very affordable. In Israel, a one million shekel policy costs about 75 shekels per month for a man and about 65 for a woman. In the US a million dollar policy costs about $25 per month.

“I cannot describe to you how important it was for me to know that my family would be able to survive financially after my husband’s passing and not have to depend on friends, neighbors, and strangers to help us. The funds from these policies have literally saved the lives and futures of my children. There are really no words to express how important having this insurance is to us…”

-Mrs. A.L.

People can call me for advice at 347-203-4712 and in Israel at 02-581-1805.

My e-mail is albertkahn51@yahoo.com.

Real Estate

How Much

Is your Apartment

By shmuEl PastErnak

Really Worth?

O

ne day, Mr. Cohen decided to sell his apartment.

• “What price should I expect?” he asked.

• “I know,” said Mrs. Cohen. “We should do research. Let’s go to the internet site ”Yad 2” and see what the people in our neighborhood are asking.

• “Now I understand why I married you,” said Mr. Cohen. “You are so clever!”

• “I also think that we should ask people around us how much they received for the apartments that they sold. Then we’ll have a precise price to ask for!”

Of course this is no way to evaluate your most expensive possession.

But surprisingly enough, this is exactly the way most people decide what price to ask for when selling their properties. Their decision on what price to ask for will be totally based on rumors, people’s fantasies or hopes and unprofessional comparisons between different properties.

To this we must add the fact that we are dealing with a very emotional sale since Mr. and Mrs. Cohen have been living in the apartment for the last decade, have raised their children there and have invested much money and thought into its renovation.

There is no way that the Cohen couple will get to the right market price for their house!

Evaluating an asset is not a simple

12

• APRIL 2013

task. If we overprice it, there will not be a sale and we will get frustrated and start making mistakes throughout the selling process.

On the other hand, if we under-evaluate it, we would unnecessarily lose money for our client.

So what parameters should be taken into consideration when deciding how to evaluate your home?

1. Size: In the past, it was very important how many rooms an apartment had. Today, it is the number of square meters (sqm.) in an apartment that is important. Price is determined by the number of square meters multiplied by the relevant price per square meter for that specific location. For example, in Ramat Beit Shemesh A, an average sqm. cost is NIS10,000 - NIS11,000. A person whose house is 100 sqm and who is asking NIS1,500,000 will grow very old in his apartment.

2. Extras: Mirpeset (porch), garden, storage room, etc.

3. Parking: In recent years, parking has become a major issue when considering purchasing an apartment.

In some areas around the country a private parking place can cost NIS100,000!

Bizness Magazine

4. Floor: An apartment on a high floor (3-4) without an elevator will automatically be worth 20%-30% less than the same apartment on a lower floor. Banks have a hard time authorizing mortgages for apartments on high floors in buildings with no elevators.

5. Physical Condition: If the apartment is in a bad shape, renovation costs must also be taken into consideration.

6. Options: Almost every apartment has “amazing” options. Almost every seller will tell you that you can build on the roof, in the garden, or underground or close terraces and rent them out for thousands of shekels a month just like his neighbor does. And this “option” is worth a fortune! When evaluating an asset, these options should be checked out very seriously by professionals. It isn’t that simple to legally build or expand an apartment. Many approvals are demanded by the municipality, committees, neighbors, etc. Therefore, before dreaming of gaining large sums for “options,” see that your dream is based on the appropriate paperwork.

Evaluating an asset is not a simple task and cannot be based on hunches, rumors, feelings, etc.

At Realty Executives Bet Shemesh, we share all our knowledge and experience with you for your benefit.

For a free consult, please call Shmuel Pasternak at 050-478-286. 

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Real Estate Legal

Buying a New Home in Israel from a

Construction Company Ten Important Things to Know

By Nicole leviN

W

hen you buy an apartment “on paper,” you don’t really know how the finished product will look because all you see are the pre-construction plans.

You have very little idea how the apartment will turn out or how the neighborhood will evolve. So why buy an apartment that hasn’t even been built yet? Well, for one thing, the prices are often cheaper than those of second-hand apartments, and for another, you can often change the internal plans of the apartment to suit your needs.

Buying a new apartment at this stage, however, can sometimes be a daunting experience and you may have many unanswered questions such as: • What happens if the construction company goes bankrupt?

• Will the company finish the construction on time?

• Will the apartment be built according to what was promised?

• Will there be hidden costs?

Ten Important Things to Know 1.

2.

14

The plans you see may not be the final plans. The final plans may differ and any measurements or sizes that appear on the plans you are shown when you visit the company’s offices or the construction site may not be final either. The plans that bind the construction company are the plans that are attached as an addendum to the purchase agreement and signed by the parties.

Once you’ve chosen an apartment and have agreed on the price, the company’s representative will try to sign you on a registration form or offer to purchase form and take a registration fee. Once you have signed this form, the company is bound to keep this apartment for you and may not sell it to anyone else. Ask your real estate attorney to check the form before you sign it to make sure that any fee you pay will be returned to you

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APRIL 2013

Bizness Magazine

3.

4.

5.

should you decide in the end not to buy. These forms usually include a date by which you are supposed to sign a formal sales agreement.

After you sign the registration form, the company should give you copies of your real estate contract which you will then take to your real estate attorney.

Your lawyer will read the contract and perhaps make some changes in the content. There is often room for negotiation at this stage despite the fact that these are standard contracts for the whole building project. It is important that your interests are protected.

There are several laws governing the sale of new apartments by construction companies. These laws provide for the protection of the purchaser’s money.

They warranty the quality of the building and control the content of certain aspects of the sales agreements.

The law mandates that the buyer’s money must be protected. There are three ways in which this can be done: • The construction company can insure the money in an insurance policy.

• The payments can be made in accordance with the progression of the building.

• The buyer can be issued a bank guarantee for the amount of the money paid.

A bank guarantee is by far the most common method of financial protection.

A bank guarantee works in the following manner: The funding for the project is given by a bank which then issues the bank guarantee to the buyer. The money paid by the buyer is deposited in a special account in the name of the construction company. The bank allows part of this money to be given to the construction company at predetermined stages of the project, as and when the construction company completes its obligations as confirmed by an engineer work-

02 999 3939

6.

7.

8.

ing on behalf of the bank. In return for the bank giving this guarantee, the whole project is mortgaged to the bank. The mortgage is only lifted when the construction is complete and the rights to the apartment are registered in the buyer’s name. In order to protect the purchasers, the bank guarantee stays in effect until the registration is complete.

Two documents--the plans and the specifications-describe the apartment you are buying. These two documents are attached to the purchase agreement as addendums and signed by the parties to the contract. The plans show a sketch of the apartment with the actual size of the rooms, the location of windows and doors, etc.

The specifications describe the materials that make up the apartment, including how many electrical sockets are in a room, what the kitchen cabinets are made of, what kind of sinks and bathtubs you are getting and more. If the apartment includes a garden or a roof, this should appear in the plans and the specifications. The law provides (with some exceptions) that the company must deliver the apartment as specified in the plans and the specifications and that the company must compensate the purchaser if it fails to do so.

The company is responsible for delivering a product without defects. If there are any flaws in the construction, the company is responsible for fixing them. Before you take possession of the apartment, you will have an opportunity to view the apartment together with a representative of the construction company. Together you will prepare a protocol which lists any defects that are visible by a layperson. Note that the company is not required to repair any defect that could have been seen at this point by a layperson and was not written in the protocol. For this reason, it is prudent to ask a qualified building engineer to accompany you to this meeting to point out any flaws that you may not notice. Frequently the construction company will fix any defects immediately. You will be asked to confirm that all the issues have been dealt with in a second protocol. Sometimes there are hidden problems which cannot be detected at this stage. For example, dampness might only be detected in the winter after rain. The construction company is required to repair these defects as well. Israeli law provides warranty periods for various items in the apartment.

When purchasing an apartment on paper, the buyer is usually asked to pay the legal expenses of the construction company. This usually varies between 1.5% and 2% of the price of the apartment plus Value Added Tax (VAT, which is 15.5% of the fee). In addition to this, the buyer is very often asked to pay the costs of the bank guarantee as well. It should be noted that sometimes these costs are factored into the price. At the conclusion of the construction, the buyer pays to have the apartment hooked up to water, gas and electricity. If you choose to

upgrade any of the specifications, you will need to budget for this as well.

9. Usually the construction of the project is completed before the registration of the property title. The company’s attorney is responsible for the registration of the project, the apartment building and the specific apartment in the land registry. The registration is done after the relevant authorities have surveyed and mapped out the land, a court order has been issued and architectural plans have been filed with the land registry. Very often this process takes many years. In the meantime, the rights of the purchaser are registered in a temporary registration at the construction company or its attorney and until this temporary registration has been done, the bank guarantee must stay in effect.

10. After the construction and protocol are completed, the buyer can take possession of the apartment. From this point onwards, all running expenses such as electricity, water and municipal taxes are paid by the buyer.  About the Author Nicole Levin is an American born, Israeli trained, real estate attorney with 28 years of experience in the field. She has law offices in Bet Shemesh, Jerusalem and in Modiin.

Her website can be visited at www.levinlawoffices.co.il.

Tel: 02-9915687.

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gilatai@walla.com 052-7150339

BIZNESS MAGAZINE

•

15

Smiling from Bet Shemesh to Jerusalem with Smile Talk

By

dr. lavi and dr. ghErman

Adult Orthodontics

W

ith the advent of smaller, more comfortable and less noticeable braces, more and more adults are choosing to straighten their teeth these days.

We find that most adult patients approach the orthodontic office with some trepidation. This apprehension typically stems from a combination of the following reasons: “Braces are for young people, my teeth and gums are probably too “old” to move at this point.” “I can’t walk around looking like I’m twelve and expect to be taken seriously.” “I have too many obligations in life to worry about cleaning between my braces everyday and dealing with the discomfort.” “I’ve made it this far without braces, there’s no point in rocking the boat.”

In fact, many of the adults that do come in to the office are almost apologetic and embarrassed that they are considering braces, as if considering orthodontics as an adult is a sign of vanity or frivolity.

The truth is that braces are often more important for adults than they are for children. It is important that we educate our patients about the very important oral health benefits of orthodontic treatment, especially for adults.

As we age, the name of the game in maintaining oral health is “bone support.” Think of your teeth as poles in cement. If the cement wears away, the poles start to tilt and eventually can come out. So are the teeth. In a child, poor periodontal health usually results in red puffy gums or “gingivitis.” Over time, however, the bone underneath the gums begins

16

• APRIL 2013

Beyond A Beautiful Smile

to erode as well. This is called “periodontitis.” It is extremely difficult to prevent periodontitis from developing and getting worse when the teeth are not straight! This is because periodontitis is caused by bacteria that collect in the crevices and folds of the underlying bone. Straight teeth mean smooth bone underneath and a cleanable dentition that avoids periodontal problems. Patients who already have periodontal problems also benefit greatly from orthodontics.

Very often periodontal breakdown leads to teeth that have shifted and unwanted spaces that are now present. Sometimes a food trap persists which can cause more bone loss.

Did you know that when teeth are moved in a healthy environment, new bone is formed?

Bone is made of cells called osteoblasts and osteoclasts. When gentle pressure is placed on a tooth, the osteoclasts remove bone creating a path for the teeth to move while the osteoblasts lay down new bone. Even patients with many loose or periodontally hopeless teeth often benefit from the bone growth that orthodontic treatment can provide around those teeth or in preparation for implants. The sooner you address these nagging dental issues, the more effective and successful your orthodontic treatment will be.

One important note must be stressed.

Orthodontic movement is, at its core, an inflammatory process. New healthy bone can therefore only be formed if the teeth and gums are clean and healthy and no other bone diseases such as active periodontitis or osteoporosis exist.

Bizness Magazine

Many adult patients declare, “I’m probably your oldest patient.” The oldest patient we ever treated was 89 years old at the time (2002)! So ask your dentist or stop in for a free consultation to see if you are a candidate for adult braces....and go beyond the beautiful smile.

This adult woman had lost many of her back teeth and her front teeth were spaced because of bone loss.

We saved her front teeth and strengthened them with a small hidden wire.  About the Author Dr. Eliyahu Gherman is located at 15 Ibn Gevirol, Rechavia. The phone numbers are: 02-561-9770 and 02-5619780. The hours are Sunday, Monday, Tuesday and Thursday from 8 a.m.-3 p.m.; Wednesday 8 a.m.-7 p.m. and Friday 8 a.m.-12 p.m.

Dr. Edo Lavi’s offi office is located at 1 Nachal Tamar, Ramat Bet Shemesh. The phone number is: 02-992-3363.

02 999 3939

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Restricted Bank Account By david drutman, B.Com llB mBa, diP trust law, tEP

T

he return of checks due to lack of cover incurs a bank charge, could expose a customer to legal action and, in general, cause inconvenience or embarrassment. The return of ten bounced checks can also lead to the bank restricting a bank account.

Bank accounts may be restricted in a few ways such as by the Debt Execution Office (hotza’a hotza’a lepoal lepoal). This article will concentrate on the “Checks without Cover Law of 1981.”

This law was passed with the intention of improving the payment ethic in the economy economy. But, according to the Bank of Israel, there were almost half a million restricted bank accounts in Israel as at June 2012!

“Ordinary” Restriction (as opposed to “Severe Restriction” covered below) The “Checks without Cover Law” provides that if ten checks are bounced within a 12-month period due to a lack of financial cover (i.e. not for technical reasons), then the account must be automatically restricted. The one exception is if less than 15 days elapse between the first and the last of the ten checks. The exception is to allow for a one-off unusual situation (e.g. salary was not paid in time.) However, I have known of a situation where a salary was paid late twice, the second time a few months after the first. Each time this caused a few checks to bounce, all of which were met on redeposit a few days later when the salary was eventually paid. However, the law knows of no such excuses and the restriction was automatically imposed as, in this case, the two time unusual situation resulted in over ten checks bouncing.

If a customer falls under the above rules, the act imposes the following main sanctions: • The customer is not allowed to open a 18

• APRIL 2013

(Hesbon Mugbal)

new checking account.

• The customer may not withdraw any amount using a check from the restricted account. If a check is issued from a restricted account, the bank must return it -- even if there are funds in the account.

• The customer cannot change owner ownership of this account.

The period of “ordinary” restriction is one year. Under “ordinary” restriction, the customer may to continue to draw checks on other accounts that are not restricted.

When an account is restricted, it does not matter if only one partner of the account signed all of the bounced checks.

The other partner cannot say that as he / she did not sign any of the bounced checks, he / she should be entitled to continue signing checks on that account.

Someone who holds the power of attor attorney over such an account also may not sign checks on the restricted account.

Banks are obligated to send you a warning after five occurrences. Failure to receive the warning is no excuse to cancel the restriction --as long as it is shown that the bank sent a message to the customer’s correct address.

Note that information regarding a restricted account is not confidential and can be found on the Bank of Israel website. This is for the benefit of suppliers of goods or services for verification as to whether or not they should give credit to a customer.

The bank does not have a choice. It must place a restriction on the account and report to the Bank of Israel. However, if the customer can show the bank that the restriction was placed in error; the bank may inform the Bank of Israel and lift the restriction. In the case I mentioned above, we managed to show the

Bizness Magazine

bank that one check was returned on the same day that the customer had actually made a deposit to cover it. In other words, only nine checks were bounced correctly, not ten, and therefore, the restriction was incorrectly imposed. Thus, the restriction was removed.

The law does allow customers to approach the court to lift the restrictions.

But, there are very limited grounds which the court will allow. One example would be in the above-mentioned situation where a check was bounced, although a deposit was made of the same day. In that case, if the bank had not agreed, the customer could have approached the court.

The third (and usual) way to have the restriction lifted is to wait the 12 months!

“Severe” Restriction.

A “severe” restriction will occur if a client has more than one bank account and both of them become restricted, or if he has one account which becomes restricted a second time within three years of the first restriction. In this case, the restriction is that the customer may not draw a check on any of his accounts for a period of two years nor may he open any new checking account.

This article is for general information only. Consult your lawyer for specific advice.  About the Author David Drutman has been a lawyer for 36 years, including the last 13 years in Israel. He has sound experience in a broad spectrum of work in both professional and commercial environments. He is widely respected for creative, goalorientated legal work. He specializes in transactions (property, estates, contracts, commercial matters, etc.), family law and notarial work. He can be contacted at 02-995-1877 or at: drutlaw@gmail.com.

02 999 3939

DAVID DRUTMAN- ADVOCATE AND NOTARY © £²¢ ª “ ¬ -©¨¢ ² 30 years experience in protecting our clients

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Mortgage

Rising Interest Rates

If

Are of Interest to You…

By moshE wilshinsky

I

want to discuss a subject that is on the rise — rising interest rates.

Since the economic turmoil in 2008, many people look to Japan and its two decades of low interest rates and use that as an indication of where the US, and to some extent, world interest rates are headed. A contrary opinion which has been growing the past few years is that the fundamentals are already in place for inflation to take hold and it is just a matter of time.

A discussion of economics, inflationary pressures and their interrelationship with interest rates is beyond the scope of this article, but keep in mind that they are inherently connected.

While interest rate markets are market driven, there are interest rates (usually short term) that are set by governmental bodies (usually central banks) that can drive markets in one direction (up) or another (down).

In order to understand the issues in context, think of it like this. From the point of view of the government or society, inflation is a symptom of a type of a medical condition. The interest rate adjustments administered by central banks are a type of medicine administered to a patient whose side effects have to be weighed. Long term rates can be affected as well but they are much more market driven.

A weak economy is one of the factors that will keep a central bank from raising rates as long as inflation is not out of control. Keep in mind that in

20

• APRIL 2013

the past few years, the central banks in the US and the EU have broken many of these norms. “Contrarians” (if they are still the minority) - will refer to the “stagflation”, that the US and other world economies suffered in the 70s.

In those years, you had weak economies, runaway inflation and yes, very high interest rates. The Bank of Israel’s Governor, Stanley Fischer, was quoted (Globes, March 13, 2013), saying that he believes world interest rates will start to rise by 2015. It is reasonable to assume that interest rates in Israel will follow world trends.

How you relate to rising interest rates depends on whether you are a supplier or consumer of money. In other words, if you are living on fixed income from investments, you are supplying money to the market and living off interest rates. If this is so, then rising interest rates are generally good news. (You just have to be concerned that the rates rise faster than inflation, i.e. real interest rates.)

However, if you are primarily a consumer of money, e.g., you have a mortgage and are not living off your investments, then this may be reason for concern. In most countries mortgages are the largest and longest term debt a consumer has. In Israel, rising interest rates are particularly relevant to the mortgage market. This is because a significant number of mortgages are adjustable in one form or another — some to inflation (readers

Bizness Magazine

of my previous articles know my reservations about inflation-linked mortgages) others to one index or another.

All in all, rising interest rates will af affect a lot of people in Israel. Therefore, news reports about Stanley Fischer’s comments gain heightened interest and give everyone a reason to re-examine a current mortgage.

Mortgages, like any other financial matter, have to fit your needs.

These needs can change with life events, economic environments, etc.

Someone who has a nominal fixed rate mortgage probably does not need to think twice about this (assuming their currency exposure is neutral) but everyone else should reassess their mortgage. Current qualification requirements in Israel may limit some borrower’s options. It is worth dealing with this sooner than later because in the future, you may realize your monthly payment increases are more than you can to swallow.

From the point of view of an individual investor, the higher the inflation, the higher the return (e.g. interest rate) you require to retain value, let alone make money.  About the Author Moshe Wilshinsky is the CEO of Moville Mortgage & Finance LTD. Contact information: In Israel: 073796-2226 and press the special 711 Bizness Magazine extension; U.S.: 201-377-3418; UK: 208-596-4501.

Website at www.movillefinance.com.

02 999 3939

22

• APRIL 2013

Bizness Magazine

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Carmit Shoes

A conversation with Ronen and Carmit, owners of Carmit shoes

A

conversation with Ronen, owner of Carmit shoes.

As we look through the display windows of the shoe store, we see a wide ar array of shoes and sandals for the summer.

How can we know what to choose? And is there any difference between one sandal and another?

An excellent question. First of all, I would like to say that it is difficult to explain everything at once. But, in general, I will say that there are many dif different raw materials to make shoes and consumers should definitely know what they are paying for.

We will divide the subject into three parts, first step shoes, shoes for older children and shoes for teenagers.

First Step Shoes: Today most of the companies offer high quality sandals with semi-hard soles (medium flexibility). For the upper part of the sandal, most of the companies, even the famous ones, of offer synthetic upper portions or synthetic combined with leather, also of good quality. There are differences in the structure such as a full heel in the back (full support) or an open heel. Likewise, there can be a full opening for the toes or a braided sandal closed at the toes.

If a child is stable and walks properly, one can buy him a sandal with an open heel which is ventilated better and the sandal is lighter. Regarding a sandal open in the front, one must take into account that children grow fast and if the sandal is closed in the front, it may become too small in the middle of the season. Even if one buys a larger size, sandals that are closed in the front tend to wear out and tear as a result of crawling or riding in a toy car (bimba), etc.

In the marketplace, first step sandals cost between 180-250 shekels. We offer 24

• APRIL 2013

them starting at 60 shekels and up to 150 shekels.

Shoes for Older Children: The type of their activities require them to have shoes that are strong, with strong soles and with strong upper parts. We recommend sandals from leather with a cast sole which means that the sole is not glued but cast to the upper part when the material is still soft and liquid. This makes a very strong connection.

We deal with large manufacturers who make shoes for the known brand name companies. In a way that is not generally publicized, we bring the same merchandise, but of course without the logo of the brand name, at almost half the price. It has happened more than once that we have heard from our clients that they have seen the exact same sandal at twice our price.

We offer sandals like these that are made from leather from about 60 shekels to 130 shekels, depending on the model.

Shoes for teenagers: I would say that many teenagers are ashamed to wear sandals for some reason as they consider them to be childish. For them we recommend netted shoes which give a feeling of lightness, ventilation and comfort on a hot summer day. It is recommended that one buy netted shoes from well-known companies where the quality of the netting is superior.

Ronen, what about the odor from shoes - especially during the summer?

I saw this question coming and I will

Bizness Magazine

answer it briefly. For children who buy sandals, there is practically no problem as the foot is well-ventilated. The problem begins with shoes. The heavy heat in a closed shoe is fertile ground for the development of feet fungus. These funguses are also found in the shoe itself and can live for four days. If there is a fungus on the foot itself, this can cause the odor to intensify and create further health problems. Pay attention if the child is complaining about an itch or heat on the sole of his foot. This could mean that he still has a fungus and should be treated medically.

Tips to reduce feet odor 1. Total hygiene in the full sense of the word. Washing the feet with soap every day and drying them well.

2. A child who comes home for a break or when he comes home after school, should take off the shoes so that the feet ventilate.

3. Talcum powder can help keep the foot dry.

4. There are a number of products such as insoles with charcoal (that cost 10 shekels) which are effective for approximately one month, or ointments for the feet such as Ra’anana, which can be found in a pharmacy for about 50 shekels.

5. Only wear socks that are 100% cotton or socks that are made in combination with silver fibers.

6. Grandmothers tips that will do the job: a) half a teaspoon of baking soda in the shoe every night b) wash feet in vinegar diluted with water and c) wash feet in a pail of hot water with salt.

A Healthy Summer to All. Carmit Shoes is located under Zol B’Shefa in RBS A. Tel. 02 992 5415. 

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Water leaks from inside the house, not what it looks like ...

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Tel. 1-700 701 151 info@luzon.co.il www.luzon.co.il

A

fter a cold and very wet winter, which has left some with water leaks and mold damage, we are starting to feel the hot summer blaze upon us.

In past articles, we have discussed the damage that can be caused from water leaks and damaged pipes during the winter.

Now, we would like to bring to your attention the issues that can arise from these leaks and damaged pipes during the hot and humid summer months.

We have all been there before. One day, you walk into your bathroom and get hit by this awful and foul smell.

There can be an assortment of different reasons for this. The main ones are a broken pipe or a faulty connection of pipes. If this is the case, water will leak out of the pipes causing damage to the walls in the surrounding area, the pipes itself and, in most cases, if not taken care of, will start to grow mold.

This mold and dampness is what’s causing the smell in your home.

But the big question that you have to ask is: Where is this smell coming from? There are so many different possibilities for water leaks in a bathroom.

Most contractors will open the walls and change the pipes without thinking twice. This can cost you a lot of money.

But what if there is a way around this?

What if you can find out where the leak is without breaking the wall? In most

26

• APRIL 2013

cases (depending on the problem), it may be possible.

We have a few tests that are designed for just this issue. With our advanced technology equipment and our waterproofing experts, we can pinpoint the problem and offer you a solution--without breaking down the wall.

One of the tests is a Portable Water Lab. Detecting the source of a leak coming from a bathroom can be quite tricky. There’s water coming in from different sources. The leak could be related to the toilet, bathtub, sewage system or faucet. In order to figure out where the source of the problem is, in addition to the basic thermal test, we used to take a sample of the water and send it to a lab. Although the process was effective, it took time and was pretty expensive. Today, with our own portable lab, we can conduct the same test for a reasonable price, assuring you that our results are scientifically accurate.

Another test we can do is the tube

Bizness Magazine

camera. This test allows us to see live footage of the inside of your pipes. It involves taking a camera and inserting it into the pipes to determine the location of the leak and how extensive the damage is.

(All these tests can be done year round, as the weather factor is not an issue.)

Once these tests have been conducted, we can then provide you with a solution to the problem.  About Luzon Waterproofing Systems: The company specializes in water leakage and moisture detection. It was the first to import advanced U.S. standard detection technology and to precisely locate insulation weak points.

Utilizing its experience and knowledge will allow you to save thousands of shekels when buying or renovating your home. Call the office at: 1-700 701 151 or email: info@luzon.co.il.

And check out the company website at: www.luzon.co.il.

02 999 3939

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Life Coach

Living in the Moment

Life Coaching

By hElEn aBE BEllEsz

W

e spend much of our lives worrying. We worry about what we did in the past, what will be in the future and what people will think. When can we just enjoy the moment?

Worrying doesn’t help us think through our problems more clearly.

It doesn’t help us to take action or find solutions either. In fact, it paralyzes us into inaction. How can we stop ourselves from worrying?

It’s not easy. One method my clients find helpful is trying to “stay in the moment.” What does this mean and how does one do this?

When we are doing something, we need to stay cognizant of what we are doing instead of letting our minds race ahead to what we need to do, should have done and have yet to do. For instance, when you have a cup of coffee in the morning, do you even register that you are drinking it or is your mind on your day ahead

28

• APRIL 2013

and on getting the children ready? If you can take a sip of coffee, close your eyes and savor the taste, the warmth, the sensation and just enjoy it – even for just a few seconds – then you are living in the moment.

When you are reading a book to your child, is your mind racing ahead to the pile of laundry and the dishes in the sink? If you could just enjoy this special one-to-one time with your child, then you would be enjoying the experience so much more.

This doesn’t take your worries away but it allows you to focus on something good that is happening here and now. The more often you focus and enjoy what is happening, the less time you have to worry. And you will feel happier.

Mothers are always rushing around trying to do a thousand things at once. You know that feeling when you are on the phone, baking a cake, mopping up a spilt drink

Bizness Magazine

and helping a child with homework at the same time. Something has to give in this situation. You forget to add the eggs to the cake or you shout at one of your children. It doesn’t feel great. If we could put the phone down, ask the child to mop up his own spilt drink, just help with the homework and do the cake a little later, the whole situation would be calmer and we would be happier and less stressed.

This staying in the moment takes practice but believe me it does get easier the more you do it!

I wish every single one of you a stress free month and I really hope that you can try and stay in the moment.

For more helpful ways to take control of your life, find focus and be the best person you can be, call Helen Abelesz, Life Coach at 054-482-9815 for a free first consultation. 

02 999 3939

Car Garage

Car Anatomy Series

Combustion Engine 101

(Yes, for Dummies)

By ari riEEl lEvy

L

ast month in our Car Anatomy Series, we discussed the main automobile parts and how they function.

We told you about the car’s engine and how it provides the motion power for the various functions which the vehicle may be required to perform. We explained that the engine used in automobiles is an internal combustion engine. In this article, we’ll discuss what an internal combustion engine is and how it works.

The purpose of a car’s gasoline engine is to convert gasoline into motion so that your car can move. The easiest way to create motion from gasoline is to burn it inside an engine. As the engine is creating combustion inside of the car, it is called an internal combustion engine.

When you put fuel (like gasoline) into a small, enclosed space and light it (boom), an incredible amount of energy is released in the form of expanding gas which can then be used in your car to create a cycle that sets off explosions hundreds of times per minute which are then harnessed as energy. This becomes your car engine’s core.

BASIC ENGINE PARTS: The Cylinder: The main part of the engine is the cylinder. The piston moves up and down inside of the cylinder. Most cars have four, six and eight cylinders.

The Spark Plug: The spark plug supplies the spark that ignites the air/fuel mixture to create the combustion.

Valves: The intake and exhaust valves open to let air and fuel in and to let exhaust out.

Piston: A piston is a cylindrical piece of metal that moves up and down inside the cylinder.

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Piston Rings: Piston rings provide a sliding seal between the outer edge of the piston and the inner edge of the cylinder. Most cars that “burn oil” have rings that no longer seal properly.

Crankshaft: The crankshaft turns the piston’s “up and down” motion into circular motion just like a crank on a jack-in-the-box.

Connecting Rod: The connecting rod connects the piston to the crankshaft.

Almost all cars use a four-stroke combustion cycle to convert gasoline into motion. This four-stroke is known as the Otto Cycle, named for Nikolaus Otto, who invented it in 1867.

The four strokes are: The Intake Stroke: Turn on the ignition. The intake valve opens. The piston moves down to let the engine take in a cylinder-full of air and gasoline.

The Compression Stroke: The piston moves back up to compress the fuel/air mixture.

The Combustion Stroke: When the piston reaches the top, the spark plug emits a spark to ignite the gasoline. The gasoline charge in the cylinder explodes which drives the piston down.

The Exhaust Stroke: Once the piston hits the bottom, the exhaust valve opens and the exhaust leaves the cylinder to go out the tailpipe.

Now the engine is ready for the next cycle so it takes in another charge of air and gas.

Motion that comes out of an inter internal combustion engine is rotational. In an engine, the linear motion of the pistons is converted into rotational motion

Bizness Magazine

by the crankshaft. The rotational motion is what’s required to rotate the car’s wheels.

Engine Problems: So let’s say that you go out one morning and your engine won’t start. Have you learned enough here to know what could be wrong?

The main reasons could be: A bad fuel mix, a lack of compression or lack of spark. These are the “big three.”

A bad fuel mix means that you are out of gas and the engine is getting air but no fuel, or the intake is clogged so there is fuel but no air, or the amounts are wrong so combustion does not occur properly.

Lack of compression occurs if the air and fuel are not compressed properly.

Lack of compression might be caused by worn piston rings, poorly sealed valves or a hole in the cylinder.

Lack of a spark can be due to a problem with the spark plug itself or if a wire is cut or missing.

Of course all that may be wrong is that your battery is dead.

About the author Ariel Levy’s new car garage is located in the Bet Shemesh industrial area on Rechov Hamasger (next to the Moadon Haklavim pet shop). Ariel is a member of the Bizness Magazine Professional Network offering a free 15-minute consultation to all our readers. He can be contacted at 054 205 0389.

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Carpal Tunnel By dr. Binyamin rothstEin g raduatEE of thE u nivErsity of d Es m oinEs, CollEgE of o stEoPathiC m EdiCinE and s urgEry

Syndrome

S

ara is a 28-year old mother of three who works at home designing websites. She began waking up at night feeling that her hands had “fallen asleep.”

She would then shift positions to get back to sleep. As time passed, she began waking up more and more often. Sometimes she had to sleep in her recliner just to stop the tingling in her hands. Her doctor diagnosed her with Carpal Tunnel Syndrome (CTS) and sent her for physical therapy.

When that failed, she was referred to an orthopedist who tried cortisone injections, but the symptoms eventually worsened. She then had surgery which gave her some relief. Unfortunately, the relief lasted for only 6 months before the nagging numbness and tingling returned. She adamantly refused to repeat the surgery and began searching for alternatives. This brought her to my office. After three treatments, the tingling began to fade. After a few more treatments, the symptoms were completely gone. They have been gone for several years now. Today she knows that whenever she begins to feel that tingling again, all she has to do is a few simple exercises to be well again.

The carpal tunnel is so named because it resembles a tunnel between the wrist bones (carpal bones) and the ligament that stretches over it. CTS is generally thought to be due to a pinched nerve in the wrist.

Whether it is caused by trauma

or overuse, the symptoms are the same — a persistent sense of numbness and tingling in the thumb and the first two fingers that sometimes gets so bad that the hand becomes weak.

There is much debate in the modern western medical world as to the best approach to correct that pinch. The most common approaches -- surgery, physical therapy, anti-inflammatory medications and injections -- share a common flaw. They focus on the symptoms and not on the cause. Therefore, there is a high failure rate for long-term recovery.

Compression in the carpal tunnel is most commonly caused by activities that involve repetitive motions while holding the arms in a certain position over prolonged periods of time. For example, people who sit at the computer a lot tend to develop tension in their neck and shoulders.

This tightness creates strain patterns from the neck and shoulders to the arm and then to the forearm and wrist. If this strain pattern persists, it can develop into CTS. Until you address the real problem, symptomatic care will last for only so long. By releasing the tension of the muscles in the neck and upper back and prescribing some simple exercises, within a few short weeks the unun comfortable numbness and tingling sympsymp toms disappear. No drugs, no surgery, no injections.

Many health care practitioners have expressed interest in learning how to holistically diagnose and treat CTS. Therefore, I am offeroffer ing two-hour workshops for healthcare profesprofes sionals. The first one will be on Wednesday, May 8, 19:30-21:30 at my office in Ramot, Jerusalem; 13/5 Mishol Uzrad. Please call 058-610-9149 to reserve your place. Seating is limited.  About the Author Dr. Rothstein practices in Jerusalem and Ramat Bet Shemesh. His e-mail address is: docben55@gmail.com and his website address is: thecompassionatephysician.com.

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Bizness Magazine

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Homeopathic Medicine

Claiming Back

By hElEna na toPf

your Health

W

e are sitting with Dr. Shobut this attitude is precisely what brought shana Kesner, a doctor of her into a state of exhaustion and depreshomeopathic medicine. sion. Now she feels that everyone wants Her unique warmth and high level of anxieties, stresses and, of course, the main a piece from her -- her children, her husprofessionalism reveal the reason for reason that brought her. Based on the iniband and her friends. She can’t cope with her successful 18-year career of protial interview, I will seek a remedy that the demands anymore. Hopefully, postviding specialized care for women is most similar to the individual patient’s partum blues are very short-lived, but I and children. She has impressive crestate. Follow-ups are scheduled after the don’t take a chance: Sepia is a state easily dentials in women’s and mother-baby patient has taken his or her remedy. I will recognized and remedied by the homeorelated health issues. Dr. Kesner helps look for any changes in the overall sense pathic physician. Of course anyone with us understand how homeopathic mediof well-being in the patient. At the end of overwork and over-responsibility can cine can help patients with acute and a follow-up, another remedy may be preslide into this exhaustive Sepia situation. chronic medical conditions. scribed, but only if the previous remedy What other problems do you treat?

Dr. Kesner, I have been told that has stopped acting.

I treat to restore balance -- from inmothers say how much better they feel Can you give an example of a remedy fancy, childhood and then throughout a after you work with them. They are, for women? woman’s lifecycle. I help young women less overwhelmed, feel like they can One of the all-time greatest remedies going through puberty. Women come to be great mothers and wives, and their for women is Sepia. There is probably me through their birth cycle phases and babies don’t cry as much. They sleep not one mother who has not been in the menopause cycle. I treat women who better, too. What’s your secret? this state -- exhausted, burned out and are in states of chronic fatigue and pain.

It’s my education and training, and depressed Sepia state. But it is certainly Will you replace a medical doctor? that’s not a secret. As a doctor of howell-known for its use in cases such as Absolutely not! I recommend that meopathic medicine, I strive to provide the infamous post-partum blues. The papeople maintain their relationship with natural remedies for balance and good tient basically is worn-out, physically, their GP. When necessary, homeopathic Ĭ Ĭ health. Homeopathy is a natural system mentally and emotionally. and conventional approaches can be used Ĭ of medicine that uses minute doses of inIt can be from a particularly%difficult alongside one another % to give the most gredients from plants, minerals and other pregnancy (perhaps with severe morning effective and appropriate medical care. I 50% discount, for 50% discount Refund of 50% of expenses (up to 3 births) natural substances to stimulate the body’s sickness, for which Sepia isrehabilitative very helpful dental also recommend visits to a chiroon regular orthodontics Low copay a range of birth care, implants, for all ages ownon healing mechanisms. too!) or from an arduous delivery.

The practor or osteopath. and parenting courses and crowns, dentures, Homeopathy treats the individual as Sepia patient can be so depressed that she How can women reach you? workshops treatments a whole rather than focusing on a spefeels indifferent to her family, even to herof gums,Call me for an appointment at 054anesthesia and x-rays. cific disease or disorder. It recognizes newborn baby. “Leave me alone,” they 234-2367. Or e-mail me at sckesner@ that body and mind cannot be separatsay, “I am utterly exhausted.Valid I need vagmail.com. ataMaccabiDent clinicsMy clinic is at Maor 8/2, Raed. Homeopathy strives to restore balcation far away from the whole family to mat Beit Shemesh Aleph.  ance on a mental, emotional, spiritual be able to replenish my energy.” The SeAbout the Author andlatest physicalcoverage level. pia patient has always been very dutiful, Dr. Shoshana Kesner, DHM, BSN, and the never yet seen Why is your approach so effective? has worked with women and babies worthwhile package for you I practice “constitutional” homeopathroughout the course of her entire thy which takes into account the totality 18 year career. She is a doctor of of symptoms. homeopathic medicine, has a B.S. n I am interested in the patient’s medical nursing, is a trained midwife, an active history, emotional and mental makeup, parenting educator and an integrated eating and sleeping habits, dreams, fears, natural healing specialist.

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BIZNESS MAGAZINE

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35

Homeopathic Medicine

Claiming Back

your Health

By hElEna na toPf

W

e are sitting with Dr. Shoshana Kesner, a doctor of homeopathic medicine.

Her unique warmth and high level of professionalism reveal the reason for her successful 18-year career of providing specialized care for women and children. She has impressive credentials in women’s and mother-baby related health issues. Dr. Kesner helps us understand how homeopathic medicine can help patients with acute and chronic medical conditions.

Dr. Kesner, I have been told that mothers say how much better they feel after you work with them. They are, less overwhelmed, feel like they can be great mothers and wives, and their babies don’t cry as much. They sleep better, too. What’s your secret?

It’s my education and training, and that’s not a secret. As a doctor of homeopathic medicine, I strive to provide natural remedies for balance and good health. Homeopathy is a natural system of medicine that uses minute doses of ingredients from plants, minerals and other natural substances to stimulate the body’s own healing mechanisms.

Homeopathy treats the individual as a whole rather than focusing on a specific disease or disorder. It recognizes that body and mind cannot be separated. Homeopathy strives to restore balance on a mental, emotional, spiritual and physical level.

Why is your approach so effective?

I practice “constitutional” homeopathy which takes into account the totality of symptoms.

I am interested in the patient’s medical history, emotional and mental makeup, eating and sleeping habits, dreams, fears,

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• APRIL 2013

anxieties, stresses and, of course, the main reason that brought her. Based on the initial interview, I will seek a remedy that is most similar to the individual patient’s state. Follow-ups are scheduled after the patient has taken his or her remedy. I will look for any changes in the overall sense of well-being in the patient. At the end of a follow-up, another remedy may be prescribed, but only if the previous remedy has stopped acting.

Can you give an example of a remedy for women?

One of the all-time greatest remedies for women is Sepia. There is probably not one mother who has not been in this state -- exhausted, burned out and depressed Sepia state. But it is certainly well-known for its use in cases such as the infamous post-partum blues. The patient basically is worn-out, physically, mentally and emotionally.

It can be from a particularly difficult pregnancy (perhaps with severe morning sickness, for which Sepia is very helpful too!) or from an arduous delivery. The Sepia patient can be so depressed that she feels indifferent to her family, even to her newborn baby. “Leave me alone,” they say, “I am utterly exhausted. I need a vacation far away from the whole family to be able to replenish my energy.” The Sepia patient has always been very dutiful,

Bizness Magazine

but this attitude is precisely what brought her into a state of exhaustion and depression. Now she feels that everyone wants a piece from her -- her children, her husband and her friends. She can’t cope with the demands anymore. Hopefully, postpartum blues are very short-lived, but I don’t take a chance: Sepia is a state easily recognized and remedied by the homeopathic physician. Of course anyone with overwork and over-responsibility can slide into this exhaustive Sepia situation.

What other problems do you treat?

I treat to restore balance -- from infancy, childhood and then throughout a woman’s lifecycle. I help young women going through puberty. Women come to me through their birth cycle phases and the menopause cycle. I treat women who are in states of chronic fatigue and pain.

Will you replace a medical doctor?

Absolutely not! I recommend that people maintain their relationship with their GP. When necessary, homeopathic and conventional approaches can be used alongside one another to give the most effective and appropriate medical care. I also recommend regular visits to a chiropractor or osteopath.

How can women reach you?

Call me for an appointment at 054234-2367. Or e-mail me at sckesner@ gmail.com. My clinic is at Maor 8/2, Ramat Beit Shemesh Aleph.  About the Author Dr. Shoshana Kesner, DHM, BSN, has worked with women and babies throughout the course of her entire 18 year career. She is a doctor of homeopathic medicine, has a B.S. n nursing, is a trained midwife, an active parenting educator and an integrated natural healing specialist.

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ere are twenty signs and symptoms of adrenal fatigue. If you experience five or more, you may have adrenal fatigue.

Decreased ability to handle stress.

Increased time to recover from illness, injury or trauma.

Difficulty getting up in the morning.

Light-headed when standing up quickly.

Continuing fatigue not relieved by sleep.

Mild depression.

Craving for salt or salty foods and sugar.

Less enjoyment or happiness with life.

Lethargy.

Increased PMS.

Increased effort to do ordinary tasks.

Symptoms increase if meals skipped or inadequate.

Decreased libido.

Thoughts less focused.

Memory less accurate.

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Decreased productivity.

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Bizness Magazine

Irregular heartbeat.

Increased thirst.

Typical Pattern: 1. A.M. Fatigue - Can’t wake up until 10!

2. Afternoon low between 3 and 4 p.m.

3. Feel better after evening meal.

If you experience the above problems and daily pattern, it would be very worthwhile to get your cortisol checked with a special lab test called the Adrenal Stress Index (ASI). The ASI is different than your regular lab test in that four saliva samples are taken during the day. Your lab probably takes only one-blood test and that is in the morning. The difference is that cortisol has a normal high and low cycle during the day. Four sample tests provide a “movie” of the day’s activity, whereas a blood test is akin to taking a snapshot of a particular time. The ASI is therefore more comprehensive and informative. From this info we can take real steps to correct the problem. More on cortisol in the next issue! For more information, please call Dr. Rosenberg at 052-761-6793. 

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Tohar Spa

Perfect year round complex for the ideal, one hour or one day getaway‌ and it’s just around the corner!

Interview with Shoshi Greenfeld Shoshi, how did you come up with the idea of this lovely spa?

I am by profession a cosmetician and a masseuse. I have already been working in this field for ten years. I have wanted to open up a spa apart from my Cosmetic Institute for many years. I asked around, I investigated and I received a lot of warm reactions from my clientele who spoke of the difficulty and the obstacles in the religious world to be pampered at other spa institutes due to the lack of separation between men and women and other problems of modesty.

Who is the spa for?

For people who are looking for real serenity, pampering and a time out and those who love to pamper and be pampered in a quiet pastoral place.

What types of treatments are available at Tohar?

There are a variety of massages, hot stones and other spa devices such as a Jacuzzi and a sauna. There are cosmetic treatments for women, face treatments, para-medical treatments, anti-aging treatments, treatments for acne and waxing and medical pedicures and manicures.

How does the spa accommodate the religious community?

The spa is aimed at the religious community -- married couples or men separately and women separately. Of course there are separate treatment rooms. There are male caregivers for

the men and female caregivers for the women. The rooms are rented privately and personally.

Is it possible to celebrate a birthday or anniversary or just to give a gift to someone you love?

For sure. There are special packages and pampering presents for special events such as these.

Do people have to reserve a spot or make an appointment or they can just show up?

Reservations for the spa and the Cosmetic Institute should be made by telephone in advance.

How much time do people spend at the spa?

It depends on the type of treatment beginning with a number of minutes

and ending with a number of hours.

Describe how people feel after their visit.

Relaxed, calm and refreshed with renewed strength and new positive energy and with a taste for more.

Where is the spa located?

In a green pastoral corner in Moshav Zanoach which is attached to Bet Shemesh.

What are the spa hours?

The Tohar Spa is open to serve you from morning to night, of course with advance notice.

How can people make reservations or find out more information?

You can contact us by phone at 02999-9902 or through our website at www.spatohar.co.il. 

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The Seventh Commandment:

(Part 1)

Thou Shall Have a High Perceived Value

By naChum kligman

s I mentioned in one of my first articles, if you are gogo ing to do something, you should do it right. This article covers doing it right. If you can’t do it right, at least make it look like you are doing it right. :) Value = Benefits / Cost Perceived value is the value a customer will have based on what they feel are the benefits of the product they are paying for.

The key word is “feel.” It is the feeling the customer gets from the purchase that is most important, not necessarily the actual cost of the product.

(I wonder if in halacha there is a concept of paying for a feeling.)

Now, before you get all upset with me and think that I am telling you to do something wrong, you should know, truthfully, that is how almost all businesses work.

Think about it. If you were interested in buying a diamond ring, would you go into a store that had dirty windows in the front, ripped carpeting inside and some teen-ager with a Mohawk serving you? Of course not! Your impression walking in would be that this establishment is not a place where you would want to spend thousands of dollars on a diamond ring.

Now, what if you went into a store that was immaculately clean, the showcases were stunning and the person behind the counter looked like she was dressed for a wedding?

Both stores could be selling the exact same merchandise but one you would run away from and the other would make you feel like a million dollars when you walk out with the ring.

It’s all about presentation. Why will a Hamburger from McDovids (Remember them? Outside of YU?) cost you $2.95 when the same burger placed on a nice plate and opened, ready for you to pour on the ketchup, will cost you 3x the price? You are paying for the atmosphere of the nicer restaurant. You’re paying for the experience and for the feeling you get when going to a nice restaurant. They are giving you a higher perceived value of what they are offering.

That is how you should look at your product or service. How can you constantly create the highest perceived value for what you are selling?

Even though it is now much more common, you don’t want people thinking you are working from your kitchen table. It may be true but not everybody has to know that. You want to give the perception that you are working from your suite on the 70th floor on Madison Avenue.

A

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Bizness Magazine

Remember, a customer’s opinion of a product’s value may have little or nothing to do with the product’s manufacturing price. Rather, it depends on the product’s ability to satisfy his or her needs or requirements. If it fills that need, the purchaser will be willing to pay more for it.

When it comes to an experience, people are willing to pay and will wait in line for hours to participate. Take for example the film Return of the Jedi which came out in 1984. It had received so much hype that people wanted to be at the very first showing on the first day it opened. I remember the line went around the theater a few times. We had to stand in line and wait until the third showing in order to see it. The movie cost about five dollars but people were willing to pay more to be one of the first into the theater. There were people paying others ten times the cost of the movie to trade places in line. The same things go for rides and attractions at amusement parks. What can you do to get people to stand in line for your product or service?

Everybody wants to be looked upon as being special. People have an inborn need to feel chashivus. People will pay to be considered elite, so take advantage of it. There are many “member “membership” websites that have had great success in the last few years, such as Rue La La, Gilt Group and Ideeli. They became hugely successful by offering limited amounts of merchandise at amazing prices for members only. You needed to be a member in or order to get in on the great deals. And the deals were so great that people would talk about them and send them to their friends to sign up. Very quickly these sites gathered hundreds of thousands and now some of them have millions of members. Now, every time they release a new product, they have a built-in buyers club that know they have to act fast to get in on the deal. When you get in on the deal, you feel special, that you got something amazing at an incredible price that so many others were not able to get in on.

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Making your customer feel unique sells! Put these all together and you have a recipe for some serious success. Of course you need to source incredible products that people want. But, if you can find the right niche, there is still plenty of room to be successful.

One of the earlier companies to perfect this model was Woot. com. Woot.com would sell just one product a day at a deep discount. They would not tell you how many they would have in stock and they would release each new product at midnight. People would set their alarms to a couple of minutes before 12:00

02 999 3939

a.m. so that they wouldn’t miss out on the deal! They would even text message you when a new deal was released, if you wanted. Combine that with a very humorous site and you have a real winner. In fact, they were acquired by Amazon.com in 2010 for over $100,000,000 in cash.

Whenever Apple releases a new product, it creates a frenzy.

They are so tight-lipped about any new products that there are websites dedicated just to rumors about their products. A perfect example of this was the release of the iPad in April 2010. Apple is a master at hype! They do this in an incredible way for their business. Of course it didn’t hurt that Steve Jobs was an absolute genius and knew how to put on a performance. But, if you take away the hype and the show, you are still left with the same product. The hype and the show add tremendous value to the product that people are willing to not only pay for but to stand in line for.

Which product costs more, a bottle of spring water from Sam’s Club or a bottle of Evian water? Evian obviously costs more, probably three times that of Sam’s Club’s purified water; but, the cost to manufacture them is probably the same. The product probably costs the company 15 cents. Ten cents is for the bottle and the water. Evian can charge ten times that price or more. Why? It is the same type purifier and the same filtered or spring water, but people are willing to pay for the experience.

This is even more so for Perrier. What experience is your product or service creating?

Another example relates to two watches, Rolex and Casio.

One is priced at about $25,000.00, and the other one at about $75.00. Both watches tell you the time, have a metal band and look nice on your wrist. Possibly, the Rolex uses some higherquality parts. I can’t imagine it would cost more than 500 dollars to make one, plus the cost of marketing and advertising. Even though the watch parts probably cost a slightly different amount, one sells for thousands of dollars and one for just a few dozens of dollars.

For Rolex, it is all about marketing; it is about perceived value. As a result, someone seeing you with a Rolex may decide that you are somebody to whom they want to talk or do business with. You have perceived value and even wearing that watch gives you a feeling of success.

Therefore, when you are just getting started, how do you increase your perceived value? You will need to wait for Part 2 to find out .  About the Author Nachum Kligman is a serial entrepreneur, consultant and speaker. He is the founder of Ideago.com and co-founder of SportsFan.me. He is also the founder of ViewBix Inc , and the co-founder of PeerBid.com, TeesAtRisk.com, BabyAndMeGifts. com, among many other internet start-ups. He is also the owner of KosherVend Ltd. which is the exclusive importer of Cotton Candy Vending Machines in Israel (www. cottoncandy.co.il) as well as a partner in Cellar 18, a boutique wine store located in Ramat Bet Shemesh.

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BIZNESS MAGAZINE

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From managing

$10 million Y2K projects to rekeying locks

and master keying Interview with Lou Brifman

Lou, where are you from?

I am from the U.S. I was born and raised in Ohio and have lived in Silver Spring, Maryland and West Orange, New .Jersey. I have a degree in project management. In high school, I was exposed to computer programming and I worked in that field for 30 years.

You have a solid business background, can you tell us about it?

I have over 40 years of experience in business. I started out in the trades, working with my dad. Then I spent 30 years in IT working for several different companies. I worked mostly as a consultant in the manufacturing, healthcare, telecom and government sectors.

My biggest overall accomplishment was managing a $10 million Y2K project which came in under budget and ahead of schedule.

How did you decide to get into the locksmith field?

My dad was a general contractor and locksmith and I worked and learned from him. I was rekeying locks and master keying them at a young age. I always enjoyed the challenge and the problem-solving aspect of this type of work. After my career in IT and property management, I had to decide what I wanted to do here when we made Aliyah. Going back to locksmithing was a natural choice for me.

Where did you learn the trade?

As I mentioned initially, I learned 44

• APRIL 2013

from my father. As a property manager, I picked up more information and experience working with the locksmiths that serviced our buildings in terms of staying abreast of the new technology and security issues. While in the U.S., I worked with a locksmith in Teaneck New Jersey and took additional courses.

I received MEDECO certification for high security locks. As a member of the Society of Professional Locksmiths in the U.S., I received training and certifications through its continuing educational programs. Also, I trained here in Israel and received my license from the International Association of Professional Locksmiths.

What type of jobs do you specialize in?

I focus on residential and small commercial jobs. My ideal customers are homeowners, real estate agents (rentals and sales) and sole proprietors.

I love referrals from handymen and security companies and welcome the

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opportunity to partner with them, providing clients with a full range of services. I also believe strongly in personal safes. They are the best place to keep your documents and other valuables outside of a bank safe deposit box. Choosing and properly installing the correct safe for one’s specific needs is another one of my services.

In addition, we do a lock maintenance service where we lubricate and check all the locks in your house before they cause you a problem. This maintenance is similar to having your oil changed before your engine overheats and results in repairs that are more expensive.

Tell us about your Shabbat locks.

Shabbat locks are common in the U.S. and are becoming more so here, especially among the Anglo community.

No lock is completely break-in proof.

That is why we have security systems in addition to locks. That being said, I provide a special Shabbat lock that requires the code to be entered in the exact correct sequence. In addition, with this lock it is possible to have two numbers pushed simultaneously as a part of the code. This differs from many of the Shabbat locks in this area, where, even though there are six or seven numbers in the code, those numbers can be entered in any sequence and the lock will open. The lock that I provide is also programmable by the resident without having to take the lock apart.

02 999 3939

This enables one to change the code at any time to protect one’s privacy. These locks may cost a bit more, however, the small additional cost is well-worth the security provided for one’s family.

How are your products different?

Most locksmiths buy their materials from the same suppliers so there is not much variation. It depends on the level of quality they want to provide.

I will not sell the cheapest materials to get the lowest price. I will only provide the highest quality materials at the best price. I am looking for clients whose focus is on quality and service in materials and labor.

How are you different from other locksmiths?

There are locksmiths here that have more experience, speak Hebrew better and have established themselves. They must all be good to have survived.

How I am different depends on who is making the judgment. Am I there on time more often that the others?

Do I provide a friendly service? Do I educate my clients on the types of locks best suited for them? Do I return phone calls quickly? Am I more reliable? Are my prices better or at least the same? I hope the answers to all those questions would be “yes.” I understand the criteria that consumers use to evaluate service providers. It is the bottom line. Was my problem resolved professionally, reliably and within my budget? I plan to meet these client needs.

What are your future plans?

I hope to set a standard of excellence so high that we will grow from a sole proprietorship to a national locksmith service, working with the best locksmiths in the country as part of a network of dedicated professionals meeting the needs of our clients.

What is the best way to contact you?

I can be reached at 054-347-8587 or by SMS. You can also e-mail me at info@shemeshlock.com. Our website www.shemeshlock.com is currently under construction, where we hope to provide interesting material related to the personal security of our clients. 

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BIZNESS MAGAZINE

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Back to the

Future

Interview with Shaul Baruch, M.D.

S

enior Attending Physician, Obstetrics and Gynecology, Shaare Zedek Medical Center, Bikur Cholim Branch; Director of Women’s Health Services, Kupat Cholim Leumit, Bet Shemesh and Beitar Ilit.

Dr. Baruch, where are you from?

I was born in Ramat Gan, Israel in 1966. I attended public school there, went through two wars and a very bad recession which eventually caused my family to move to Queens, New York. I was 15 years old when we moved to the U.S. and I must admit it was a very dif difficult experience for me. I spent 21 years in America and eventually made Aliyah in 2002 with my wife and 5 children.

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Which medical school did you attend?

I attended undergraduate school at S.U.N.Y., Stony Brook and then went on to NYU Medical School in Manhattan, NY. It was during medical school that I was fortunate enough to discover what real Jewish Torah life is all about and marry my wonderful wife Michelle who was attending NYU Law School at the time.

Where did you train?

After medical school, Hashem guided me to an OB/GYN residency at Winthrop University Hospital in Mineola,

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NY. It was a relatively small hospital but had an excellent residency program with quite a large Obstetric and Gynecological surgery load. Although it was a very hard program to get into, I was accepted. I really feel that I was very welltrained in all aspects of OB/GYN there.

Why did you choose to specialize in Obstetrics/Gynecology?

At the end of medical school I was very confused which direction to follow since I really enjoyed most fields of medicine. I knew I wanted to be in a surgical specialty since I felt I had the interest, dedication and aptitude for it. But, I did not want to give up on the long-term doctor/patient relationship aspect of

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general medicine. Eventually I picked OB/GYN since it did involve a lot of surgical procedures, office medicine, general medicine, preventative care and the bonus of trying to help women bring healthy children into this world.

Why did you come back to Israel?

Excellent question! The first thing that comes to mind is temporary insanity. Seriously, though, I think we came because Hashem decided that we should be here.

The reason why we thought about coming back to Israel is that we felt that it would be better to raise our children in Eretz Yisrael. We sensed many spiritual and material challenges to chinuch in America and thought that it would be better here. Also, after working as an attending senior physician in several hospitals in Queens and Long Island, in mostly non-Jewish areas, I realized that I had a very specific set of skills that could be put to better use serving Am Yisrael. I felt that it was strange to wind up becoming a religious gynecologist and that Hashem must have had a particular plan for me.

Eventually, I came on a pilot trip to Israel to ask Rav Chaim Kanievsky, shlita, if I should make Aliyah. The first thing he said to me when he found out that I was an OB/GYN was, “Come to Israel to take care of Jewish women.”

I was shocked since I did not tell him about my own thoughts on the matter. I immediately called my wife in New York to confirm with her that we were making Aliyah. From that point on, everything connected to our leaving America happened in seemingly miraculous ways.

We were even on Nefesh b’Nefesh’s pilot flight. But when I look back, everything was a “blur” until my family sat in a rented house in Ramat Bet Shemesh, looked at each other and said, “How did we get here?” After experiencing the typical difficulties of olim (social, professional, financial, educational), Baruch Hashem, everything eventually fell into place.

Why did you choose to work with Kupat Cholim Leumit?

After arriving in Israel, I worked for several kupot and after a few years

I realized that Kupat Cholim Leumit is extremely sensitive and attentive to the needs of the patients and the doctors alike. They are open to constructive criticism from the doctors to improve patient care and services and they try very hard to accommodate us and put our ideas into practice. Just as an example, the heads of Leumit allowed Dr. Efraim Rosenbaum and I to help design the new Leumit center on Nachal Tzeelim to improve the efficiency and privacy of the medical care given and increase patient comfort and satisfaction. Afterwards, we were told that they liked the design of the OB/GYN section so much that they are going to duplicate it now in other new Leumit centers. Also, the work environment in the Leumit centers is comfortable, friendly, professional, and, most importantly, there is a great effort to observe the workplace halachot and respect the modesty of the patients.

Now I work exclusively for Kupat Cholim Leumit as the Director of Women’s Health Services in Bet Shemesh and Beitar Ilit.

What’s your professional goal for the long term?

It has always been my goal to make patients feel that their doctor really cares about their general health and particular medical issues. Practicing medicine in Israel requires a doctor to tailor his/ her skills to the cultural and religious sensitivities of each individual patient.

I really try to relax my patients who are sometimes very intimidated by the Israeli healthcare system. Also, Bet Shemesh has a female population that is broadening in terms of age. Women at different stages of life have very different medical needs that need to be addressed.

My long term professional goal as a physician and administrator for Leumit is to provide maximal care for the patients as close to home as possible. This achieves two major advantages. First, it saves the patients the serious inconvenience of traveling from place to place, and sometimes to other cities, to get the care they need. It also may save them needless hours of waiting in emergency

rooms just to be seen and sent home.

Second, offering more services in the neighborhood kupot puts less of a stress on the whole medical system which eventually benefits the patient.

I have made it a point to specialize in many diagnostic and curative procedures that are usually done in a hospital setting and instead bring them to the local office.

Also, as an attending in Share Zedek hospital, I have learned over the years what constitutes a real obstetric emergency in which a hospital visit is required. When there is no true emergency, we can treat the patient safely and professionally either in the kupah or at home.

Baruch Hashem we are now really progressing with Kupat Cholim Leumit to bring maximal patient care from the hospital closer to home. It is a long process that requires a drastic change in thinking for the Israeli system but I try my best to do just that and also train other doctors to do the same. B’Siyaata Dishmaya [with God’s help], we will succeed.

Where do you see patients?

I see patients in both Leumit centers in Ramat Bet Shemesh Aleph and in Beitar Ilit.

I also see patients from other kupot privately in Ramat Bet Shemesh Aleph and at the Jerusalem Medical Center on Diskin St. in Rechavia.

I also work for Shaare Zedek Hospital (Bikur Cholim Branch) where I deliver babies (for the public and privately) and at Asuta medical centers where I perform GYN and Urogyn surgeries.

Leumit Health Services is proud of its phenomenal OB/GYN services under the direction of Dr. Shaul Baruch. Services include clinics dedicated to, high risk ob, diabetes in pregnancy, urogynecology, infertility, menopause and ob/gyn alternative medicine under the direction of Anat Palmon, specialist in Chinese medicine and acupuncture. Leumit is the ONLY kupa offering x-rays on site, TWO primary care offices in RBS Aleph, urgent care hours on Saturday night and much more. For more information, please call Rivka at 050-995-5148, or visit our website at www.rbsmedical.com.  BIZNESS MAGAZINE

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Maccabi

does it again!

M

accabi Healthcare Services has launched a new service — Maccabi Sheli (My Maccabi) -- aimed at all ages, which offers its members a wide variety of new benefits to ensure a healthy lifestyle at substantially reduced prices.

CEO Ron Saar had this to say about the new program: “Every member, at every age and stage in his life can use his rights in order to improve his health and to economically and health-wise earn from membership in “Maccabi Sheli.”

Dental Care for All For the first time in Israel, preventive dental care is now available for all ages at an across the board price of only 20 shekels per treatment through the Maccabi Sheli program. This includes fillings, root canals and extractions.

Refunds for Mothers and Women Before and After Birth Women are eligible for refunds of up to 50% of 2,000 shekels for treatments and private consultations; pregnancy, birth and parenting classes; and home visits from breastfeeding consultants.

This is, of course, in addition to the regular rights available from the health basket and “Magen Zahav.”

Glasses, Prescription Contact Lenses (including Prescription Sun Glasses) for those 18 and Up A central benefit is that a refund of 50% of up to 1,000 shekels is available to adult members (over 18) belonging to Maccabi Sheli for the purchase of eyeglasses, contact lenses and sunglasses, once every three years.

Cognitive Testing for Children (and Adults) Every child (and adult) is eligible for computerized tests (TOVA/BRC/

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• APRIL 2013

MOXO) for attention deficit disorders (ADD) at a cost of only 20 shekels. Up until now, these tests cost members hundreds of shekels each.

Special Therapies A wide basket of therapies are available for those in need. These include: expressive arts therapy, animal therapy, therapeutic horseback riding, etc. and are available for any child up until the age of 18. The cost? Only 60 shekels a treatment for up to 50 sessions.

Physical Fitness One of the main purposes of Maccabi Sheli is to encourage regular physical activity. Members are eligible for ten individual home training sessions with a personal coach at a cost of only 20 shekels a session. (It is possible to exchange two of the training sessions with two home consultations with a dietician.). In addition, members (over 25) who show year-long attendance at a gym are entitled to a two month refund. This is to encourage members to continue with physical activities.

Screening Tests Every member over the age of 45 is eligible for comprehensive screening tests at the unprecedented price of only 20 shekels! Such a barrage of tests was previously available only to top managers who had their tests paid for by their work places. Now they are available to a much wider population. Maccabi feels that this benefit is especially important for those members who are usually too busy to go for regular checkups and who do not watch their health. The tests can be taken every three years.

The Golden Age Maccabi Sheli grants older members all of the rights that are usually

Bizness Magazine

associated with the younger ages such as dental care, glasses, screening tests and even personal training coaches. In addition, every member 65 and over is entitled to a 50% discount of up to 1,000 shekels for the purchase of a wide variety of household aids including safety banisters, specialized chairs, accessories for the bed and bathroom, and even appropriate house wares such as silverware and plates. For this program, Maccabi has joined with Y.S.M., a subsidiary of Yad Sarah, which has branches all across the country, to insure professionalism.

Complementary Medical Treatments A variety of complementary medical treatments are available at a 50% discount of up to 1,000 NIS shekels including acupuncture, shiatsu, tui na, reflexology and more, once every three years (in addition to the “Magen Zahav” discount).

Costs and Waiting Period Up until the end of April, all waiting periods for rights have been eliminated (except for rehabilitative dental and orthodontic care for which there is a sixmonth waiting period).

The cost of joining the program is 18.5 shekels a month for children up until the age of 18. Starting with the 4th child, there is no payment. The price for adults over the age of 18 ranges between 40.5-46 shekels a month, a price similar to prices of other health insurance companies and much lower than special programs for the elderly.

To join the program call Maccabi Sheli at *4535 or contact any Maccabi branch. 

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Blogging, Videoing &

Plumbing

Interview with Yaacov Prupis

W

hen you hire a plumber, you want to receive the highest level of integrity as you most likely do not really understand the “nature of the beast.”

This integrity is reflected in Yaacov’s blog which gives the impression that he wants to avoid going to your home. That is why he gives all types of tips and advice to ensure that you will never have to call him.

Yaacov, where are you from?

Edison, New Jersey.

What got you into the plumbing business?

I have always been hands on since I was a child. Plumbing in particular was always an area of interest. When the time came to figure out what profession I would pursue, plumbing seemed the most practical and interesting.

What’s the worse advice you have ever received?

Someone in the business once told me, “Listen, you have to work fast.

Go in, get it done and get out. That’s how you have to work if you want to be successful in Israel.”

How is your approach different than the advice you received?

That work ethic (or lack of) diametrically opposes our core beliefs.

Our aim is to be the leaders in the profession in terms of professionalism, cleanliness and quality. Running in and running out inevitably results in sloppy and problematic work. This is not to say that we are slow. Just the opposite. Often our efficiency

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• APRIL 2013

and specialized equipment get the job done faster. But it is a mindset.

We clean up after ourselves. We protect the work area so that no item is damaged. We only use certified and quality parts. We guarantee all work.

We make sure the work is done one hundred percent right. In the end, we must walk away with a satisfied client who feels calm and assured that he received the best, most honest, service possible.

What type of services do you provide?

We do everything. We can plumb an entire house. Most of our jobs at the moment are service work -- drain cleaning, boiler installation, pump installation, leak detection and the list goes on! Chances are, if water

Bizness Magazine

touches it, we deal with it. The more challenging, the more gratifying. We are often called in when the previous plumbers could not solve the problem. Visit our website for a more thorough list.

What can you tell us about heat pumps and their benefits?

Air source heat pumps are the most cost effective method to heat a house. Anyone with a tankless water heater (Junkers) or diesel operated heater should consider switching over. The return on investment takes only a couple of years. Depending on usage and the size of your property you will begin saving thousands to twenty thousand shekels a year! For information on how this works visit our website.

02 999 3939

We have heard about “hi tech plumbing” but what’s a sewer video inspection and a “locator”?

Often homeowners have to deal with recurring blockages that wreak havoc to their property. This may be due to a serious defect in the piping system. Without visualizing the problem, it becomes guesswork and attempts to rectify the problem may prove futile. Our sewer video inspection reveals the problem. We insert a video camera attached to a fiber optic cable enabling us to see the entire length of sewer piping. If we need to dig and replace defective piping we use a locator device that pinpoints the exact location and depth of the problematic sewer line.

There are not too many plumbers with a blog. Tell us about it.

You are correct. There also are not many, if any, magazines like yours in Israel.

You are empowering people with knowledge. I assume one of your motives is the satisfaction you feel in helping others. This is what motivates me as well. Anyone, homeowner or renter, wants their home to work for them with minimum head ache. They want 110% return on their investments. I understand the frustration of trying to research a product or company and trying to decipher what will be the best decision. All too of often we make the wrong one and end up throwing money in the garbage.

I’m trying to prevent that for my clients or whomever comes across my blog or YouTube videos.

Which areas do you service?

Our main area of operation is Jerusalem and the surrounding areas. For sewer video inspections we will go as far as the Merkaz.

What’s the best way to contact you?

Whatever is convenient. Text, e-mail, phone or Facebook. We value our clients and check our messages frequently. Cell: 054-323-7877. E-mail: prupisplumbing@gmail.com Website: www.PrupisPlumbing.com. 

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Interview with

Moshe Nisanov from Sa Leshalom

Moshe, what is your background?

I currently live in Telzstone. I moved here approximately three years ago from Brooklyn NY. I managed a car rental place in New York and then I opened up my own car dealership.

Once in Israel, I launched Sa Leshalom. I have a pretty busy schedule as, in addition to a full days work, I’m in kollel for two sedarim a day.

How did you start Sa Leshalom?

Well, just like I didn’t like my small apartment in Israel and my small washing machine and everything else small in this place, therefore, I decided to at least get an Americansize car. At first, I tried to buy one here but when I saw the price I was shocked--290,000 shekel for a new loaded Camry. That’s $72,000! Then I got my Hybrid Camry fully loaded from the USA, including shipping, meches and fees for $45,000 (without any oleh benefits). The best part of it is that I sold the car four years later for $39,000.

Please explain the service that Sa LeShalom offers.

We import cars from the USA or Europe. (We can buy the car and ship it for you or we can import the car that you already own.) In regular cases, the client already knows what kind of car he wants. He/she will give me a $3,000 deposit and from then on, I will send him/her e-mails about the cars that we have spoken about.

For example, interior colors and the different exterior options that he wants in his car. After we have found the proper car, only then does the cli52

• APRIL 2013

ent get locked into the deal. Within two days he must wire the car dealer overseas the actual cost of the car there. Meanwhile, my contact abroad will check out the car from the certified dealer from whom we are purchasing the car, to make sure that it’s as promised.

He makes sure that there are no scratches, no dents, no repainted parts at all--and obviously no mechanical problems. Once we finalize that, the car will be shipped out. And the rest of the money will have to be paid once the car gets here, which is in approximately two days before they get the car.

Once the car has arrived, we go to release it from meches, take it for a nice car wash and present it to the client in our door-to-door service-anywhere he wants.

Bizness Magazine

In what type of cars do you specialize?

Honda, Toyota, BMW and Mercedes Benz.

Is your service for Olim Chadashim or for anyone?

It’s not only for olim, although olim get a big benefit over the rest-they can import any year model (up to two years old) plus they get a break on the meches. (The regular duty on cars is between 114-130% of the value of the car but for an oleh, there is only an 80% duty.) Hybrid cars pay only 52%-100% duty. (This applies to everybody, not only olim.)

Tourists and students have a big advantage; they don’t pay any tax at all.

A tourist can keep his car in Israel for six months and those on student visas can keep a car here for as long as they have a valid student visa.

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What’s the main advantage of importing a car instead of buying it locally?

1. There are cars that aren’t sold in Israel and there is a very big demand for them. For example: Sienna, Avalon, Highlander, etc.

2. Some other cars, which are very expensive to buy here, but will have a very big difference in price are, for example: Camry, Mercedes S Class, E Class, ML, GL, BMW X5, X6 and more.

Can I import a used car?

Yes, anyone can import a used car up to 2 years from manufacturing date.

Olim and students can import older cars.

How do people pay for the car?

There is no financing available on these cars. The bank cannot put a lean on the car until it gets to Israel. You will have to pay about half of the total cost up front and the second half when the car gets to Israel.

How do you get compensated for your service?

The price you pay includes my commission and all your fees. My prices are guaranteed to be the lowest. I sell a lot and take a low commission.

Do you help with doing all the paperwork required to import a car?

I don’t help. I do all the paperwork for you. All you do is sign and the car will be by your door.

What advantages do people have in dealing with Sa Leshalom?

Ask my customers. They will tell you!!! Yes, I do have a very big list of references with absolutely no complaints. I give very good customer service. My prices are unbeatable. And most important of all, honesty, no hidden fees, no small print, nothing like that and no price changes. Everything is exactly the way we discussed it on the day of our first meeting. And lots of experience.

How should people contact you?

By e-mail: Moshe@saleshalom. com or phone: 052-716-9711 or 718-977-5300. 

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53

Avraham Lewis The

Fundraising Coach

Put Fundraising Experience and Proven Track Record to Work for You

Exclusive Interview with Avraham Lewis vraham Lewis is an experienced fundraiser who helps non-profit founders, executive directors and fundraisers become much more successful at raising funds for their projects and organizations.

Avraham, tell us about your background.

I came to Israel from England almost 18 years ago, after university, an idealistic 22-year old with a deep desire to learn Torah and make a dif difference in the Jewish world.

How did you learn to fundraise?

I was close to a founder of a project that was doing great work here in Israel. I offered to raise funds and the rest is history. He was my mentor and I incorporated what he taught me. I read fundraising books and spoke to donors in order to understand things from their perspective.

I’ve learned by making plenty of mistakes along the way.

What has kept you motivated on a daily basis?

You’ve got to be a highly motivated person to be fundraising in the first place. When you see what is made possible as a result of your fundraising efforts, the impacting on people lives together with the great joy you feel when you receive very large donations, then it’s impossible not to be motivated. Also, when you take responsibility for a cause,

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you see tremendous siata d’shmaya.

How did rejection affect your performance?

Rejection can be hard. You have to condition yourself not to take it personally. I use a tool which Ariel Topf, Bizness Magazine founder and serial entrepreneur, taught me which is to celebrate each ”No” because it brings you closer to a ”Yes.” To what do you attribute your being a top performer in every organization that you’ve joined?

Thanks for the compliment! From my experience, when you care for your organization’s mission with a passion, consistently work hard and exude positivity and success, then donors want to support your cause.

You have succeeded in this

Bizness Magazine

difficult field during good and also during tough times; what’s the key to success in the current environment?

Relationships are still the most important ingredient for success. In these tougher times, donors expect “value” from their donation. The good fundraiser is able to effectively show the donor the feeling that he and his donation are valued.

What prompted you to allocate time from your busy schedule to begin coaching non-profit leaders to become effective and successful at raising funds?

People have always asked my advice on fundraising issues.

I saw that talented and intelligent non-profit leaders were struggling with their fundraising responsibilities and that even a small amount of my time could make a big difference to their success. I have a weakness that I can’t say “No” when people ask me for help. And since I quickly become passionate about other people’s causes, it made sense that I use my strengths to build other people’s successes.

Every non-profit organization I have been in touch with is doing something great to build Am Yisrael. I have a methodology that works. By sharing it with other leaders and assisting them in ex-

02 999 3939

celling in their fundraising results, I become a partner in touching the lives of thousands of Jews that I couldn’t reach on my own.

What are the elements that are lacking in many organizations that make fundraising difficult?

Organizations are started to fulfill a certain mission. The leaders who build them are usually strong in their project field. That’s why they established or joined the organization. Fundraising is often not a key strength. When you couple that with the pressures of running projects and having to raise money for them, it’s not surprising to find that fundraising is difficult for so many of our organizational leaders.

What are the most common topics you teach your new clients?

Each client will be coached through a program tailor-made for him that will help the most. It’s very hands on. You get to see success early on and at each step. The list of possible topics includes skills, how to’s, daily routines, efficient scripts and presentations, fundraising confidence, overcoming objections, mindsets, what is really important to a donor, amount to request from each donor, strategies and working practices that will lead to raising more funds more effectively.

How do your clients feel about you being a “real fundraiser� instead of a “theory� teacher?

Since I’ve experienced around a thousand or so fundraising meetings, it gives clients tremendous confidence to listen to and act on what they’ve learned.

How soon can your clients expect to see success after they have started working with you?

I expect clients to see real results from our first session.

How can someone begin working with you?

Call me at 052-767-6978 for an initial chat and trial session or email me at avrahamlewis@gmail.com to receive my regular e-mail ‘powerful fundraising ideas and top tips.’ 

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iAssist Office

Support Services

There are things in your business that only you can do.

Leave the rest to Maayan

Interview with Maayan Steele Maayan, where are you from?

I was born in Israel and raised in South Africa. My husband, kids and I were fortunate enough to make Aliyah nine months ago.

Tell us about your working experience.

I spent many years in the South Af African Jewish community working in various organizations including Aish HaTorah, Ohr Somayach and the South Africa Israel Chamber of Commerce.

My responsibilities focused on event and project management and program coordination as well as general office and staff management. My most recent position before making Aliyah was general manager of the South African Jewish Community Radio Station, 101.9 Chai FM. Where did the idea of providing office support services come from?

Moving to Israel with my family meant that it was not possible for me to step into the corporate world. I had to find another creative way to put my skills to work. Analyzing the businesses around me, I realized that there were many local, small to medium businesses who really needed business support services but either didn’t have the budget or didn’t have enough work to take on full-time staff.

Many business owners were so bogged down with the daily running of their business that they lost the head space and time to focus on the core of their business. They were constantly being sidetracked by the admin and smaller details.

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In addition, many of the people that I met were simply walking around constantly overwhelmed. Why not hand over projects to someone they could rely on to be responsible, efficient and skilled, to ensure they had more time for the important things in their lives?

Virtual assistance is not a novel idea but having looked at several companies providing these services, I realized that the target market seemed specifically focused on overseas companies paying overseas rates! Local companies and individuals need the same services at an af affordable rate but never compromising on quality of service!

What personal characteristics or traits are necessary in order to provide excellent office outsourcing services?

Being a self-motivated professional who is driven and focused is key. Attention to detail, effective communication as well as reliability and integrity, are also vital in ensuring your clients trust and confidence. And then, of course, time management!

An effective virtual assistant, project manager and administrative support staff is someone who can…

Communicate clearly, pay attention to detail, follow through on commitments, understand your business needs and adapt accordingly, remain reliable and consistent and get it all done with a smile!

What types of businesses or people need your services?

Bizness Magazine

As I mentioned, I really believe that logistics can take a person away from more important tasks and frustrate them.

As a business owner, you know that your time and energies are better spent on your core goals which often get lost in forests of paper and seas of e-mails. If you own a business and are working as the secretary, you are being under underpaid. And like the adage, “You can’t be everything to everyone.” Why be the secretary, the book keeper, the project manager and the event planner? Outsourcing to smart, responsible and self-motivated people is smart and responsible. You can break free from frustration and worry by whole-heartedly handing over tasks to an assistant on whom you can rely. If you are pressed for time, both personally or in your business, and you’re open to outsourcing your needs and making sure they are taken care of with the highest level of quality assured, then YOU are the type of business or person who needs our services!

Are you a virtual assistant?

While my services include virtual assistance, being local and working with local companies enables me to offer the added advantage of face time when needed.

What type of jobs or tasks should be outsourced to your company?

Event coordination --from fundraisers to Bar-Mitzvahs -- diary and schedule management, administration, travel scheduling, client cor-

02 999 3939

respondence, customer relationship management, research, data entry, supplier relationship management, concierge services, marketing solutions, social networking support, personal assistance and more.

What type of benefits do your clients enjoy?

My clients are guaranteed that the person on the other side of the phone, Skype or e-mail, is someone who is committed to their business and its well-being. My clients are guaranteed that their work will be dealt with at the highest levels possible, with responsibility and care and attention to quality. My clients enjoy the ability to relinquish control and know that whatever has been handed over is being taken care of responsibly!

My clients enjoy the ability to rely on my independent thought processes, problem solving and common sense.

Being Anglo, with a real understanding of the Israeli mentality and culture, affords me the extra advantage to bridge the gap for my clients and

simplify the often confusing and frustrating process of working in Israel.

Are you bilingual?

I am fully bilingual, Hebrew and English at mother tongue level -- the joys of being raised by one Israeli and one South African parent!

What about cost?

My services are designed to match the requirements of each client. From those needing assistance on a short term project, to those with weekly, ongoing support needs. Fees are determined accordingly. As I mentioned earlier, my vision is to provide a service which offers exceptional quality at affordable prices and I am confident that all my clients to date can vouch for that.

What can a new client expect after hiring your services?

The process is pretty simple and we aim to keep it that way. The goal is to relieve the stress and pressure for our clients. After an initial meeting where we discuss the client’s business, his/ her needs and goals, we create a per-

sonalized solution as a base for defining hours, expectations and outcomes.

That’s it! And then we get started…

Can clients try your services out for a short period to see how it works for them?

A client is more than welcome to contract a few hours as a starting point and make sure that the requirements that he/she has are met. The beauty of this service is that I am not your employee whom you are hassled with keeping busy even when you don’t need too nor do you have to have me on board full-time. We contract on a short/ long term basis and re-evaluate as the need arises. The only commitment is to the contract we create. As you define your hourly/project needs, so we define our contract.

When can you start working for us ?

Right away .

Your contact info, please?

Maayan Steele, Cell: 054 232-5830, Info@iassistonline.com, Skype: Maayan2210.  ‫בס”ד‬

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X-Ray and Medical Imaging Center at the “Beit Ezrat Achim” on Nachal Lachish 2, Ramat Beit Shemesh Telephone: 02-636-9225

With the needs of the community always in mind.

02-999-0000

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Toned to be

his own Boss Interview with Aaron Rabinowitz from A.R. Printing Solutions

W

hen big companies close shop, most of its employees look for a new job.

Just a select few make a decision not to ever be unemployed again.

Equipped with the experience they have acquired and the will to succeed, they turn a presumed bad happening into the best opportunity they ever had.

Aaron, where are you from?

I was born in Israel, and have lived here most of my life. I currently live in Ramat Bet Shemesh. Both my parents are olim, so we spoke English at home. I’m as comfortable with English as I am with Hebrew.

What’s your business background?

Starting as a sales person in a computer store 8 years ago, I worked my way up to operations manager at a computer retail chain. From there I went on to become the CEO of an importing company specializing in computer memory and printer consumables (ink and toners).

What made you decide to start A.R. Printing Solutions?

The owner of the company I used to work for decided to split the company and sell the memory division.

I saw the opportunity to be my own boss and use my expertise and connections to start my own business, something I have been thinking about for the past few years.

What are the main obstacles

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you have to overcome as a small business owner?

The beginning is always hard, you have to build your reputation slowly and think on your feet. I believe that hard work and honest dealing are extremely important to a successful business. It’s very easy to cut corners and think short term in the beginning but that kind of behavior will hurt you in the long run. Any mistake you make in the beginning could be very costly to the future of the business.

Of course we all make mistakes, but the most important lesson I have learned is to learn from your mistakes and make sure not to make the same mistake twice.

Who are your clients?

Anyone who owns a laser printer.

Those who print more than the average home user, offices, lawyers, clinics, graphic designers, etc.

What products do you offer?

Compatible (generic) black/white

Bizness Magazine

and color toners for all printer brands and laser printers.

How are your prices compared to retail stores?

My prices are very competitive; I can guarantee the best quality/price combination. The market of compatible toners is full of very low quality toners and ink which makes a lot of people afraid of buying compatible toners. They prefer to pay double or more for the original to avoid the problem of low-quality toners. I make sure to only deal with suppliers that I know and trust. Therefore, I can offer the highest quality toners in the market.

The price of a compatible toner is 50-70% lower than the price of an original toner. My prices on compatible toners are 30-50% lower than the price of compatible toners at most major office supplies chains.

We all have a printer at home or at the office. How important is it to choose the right printer?

This is a very important issue.

Many people buy printers that are not suitable for their printing needs.

I’ve met many clients who decided to save a few hundred shekels on a printer who are stuck with very high toner prices. If they would have spent a little more on the printer, they could have saved much more on printing costs than they saved on the printer.

I offer free advice to anyone looking

02 999 3939

to buy a printer, no strings attached; I get real satisfaction from educating customers about the right printer for their needs.

What’s the inside scoop on original toner vs. generic compatible toner?

There are actually three types of toners: Original, generic and remanufactured. Up to three-four years ago, most non-original toners were refilled-they took an empty finished toner and refilled it. This method is very problematic. Most of the time the toner would leak or not work at all!

The compatible or generic toners are brand-new and are manufactured by the same standard of the original, sometimes even in the same factory, but are not made or labeled by the original company. Therefore, they are considerably cheaper than the original, yet still very high quality.

It’s very frustrating to run out of toner precisely when you need it urgently. Do you deliver? How fast can your clients get it?

I always suggest to my customers to have one extra toner ready for when they run out. That way they are never under pressure when they need to print urgently and run out. In most areas of Jerusalem and Bet Shemesh I can offer delivery within one day for free! Faster, urgent deliveries are also available.

Tell us what your clients say about you.

That I will always go the extra mile to make sure the client is completely satisfied.

What is really the main advantage of dealing with you?

All my toners have a full one year warranty. I will go out of my way to make sure that every customer is completely satisfied. Service calls and problem solving are as important to me as sales.

How can people contact you for advice or to order?

By phone: 054-300-2076 or by e-mail: aharonr@gmail.com. 

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Dvar Torah

Now Is

Not the Time

By raBBi tal moshE zwECkEr

P

esach is over, the matzah has been eaten and our daily lives have returned to the mundane chametz -- except that we now face a different challenge.

The Be’er Mayim Chaim of Czernowitz points out the difference between Shabbos and YomTov. Shabbos comes on its own, week after week; whereas YomTov is something we, as Bnei Yisroel sanctifying the new moon, establish. This is reflected in the nusach of the bracha, “Mekadesh HaShabbos” as opposed to “Mekadesh Yisroel v’Hazmanim.” On Shabbos, we make the bracha and there is no mention of Bnei Yisroel. We are not a component in the sanctity of Shabbos. True, he who has not prepared on erev Shabbos will have nothing to eat on Shabbos. Even accepting the sanctity of Shabbos requires us to prepare. However, this is only akin to creating a vessel to receive the outpouring of shefa which Shabbos rains down on us. YomTov, however, is akin to us digging the well itself. Therefore, its bracha includes Bnei Yisroel as an integral component and we say “Mekadesh Yisroel” who in turn are “Mekadesh Hazmanim.”

There is one exception to this rule and this is Pesach. On the seder night, the seforim teach us that we are uplifted to the highest pinnacle. Hashem lifts us up to the highest height. The story is told how Rebbe Elimelech of Lizensk related at his seder how Hashem danced and skipped over the Jewish homes in Egypt, calling out, “Here lives a Jew!,” delighting that even in the exile of Egypt, the Jews 60

• APRIL 2013

to Give Up

had homes. When Reb Moshe Leib of Sassover heard this novel interpretation, he was so overcome by it that he himself began to dance on the table calling out, “Here lives a Jew!” Such was the energy of the seder night at Rebbe Reb Melech’s tisch.

Rav Baruch of Mezibuz, the grandson of the holy Baal Shem Tov, expressed this by saying that on Pesach, “Pasach Hashem al HaPetach,” Hashem skipped over the openings. Usually Hashem requires that we open for him an opening -- even one as small as the eye of a needle.

Then Hashem widens it to an auditorium sized gap fitting for carriages to plow through! However, on Pesach, Hashem lets us skip even that small effort!

This is why Pesach is called Shabbos. The Torah tells us that on the day after Shabbos we begin counting the omer. Shabbos means Pesach. Why is Pesach called Shabbos? Because they share the same awakening from above that rains down upon us and

Bizness Magazine

lifts us up without our own effort.

Why is this? On seder night we are given a taste of what it is like to be free. Free from the yoke and burden of the yetzer harah and his chametz.

Then Hashem lets us down and says, now count sefiras ha’omer. Now count down the days till Shavuos and matan ha’Torah. Now do the work yourself. Only with your own hard work and toil on your middos will you be again free. This is now our job.

We are now in spring -- a time of new life and revitalization. Winter has ended and the world comes back to life. Similarly, in the business world, many times a new enterprise springs up, a new job, a new company and new opportunities begin where there is a lot of excitement and energy.

However, eventually things settle down and begin to become rote. This is like chametz. Slow and sluggish with inflated hopes and dreams. Now is the real test, however. Now is not the time to give up. Now is the time to put in the hard work and to achieve the goal of success.

The seforim teach us that Pesach and Shavuos parallel Sukkos and Shemini Atzeres/Simchas Torah. Just as Sukkos begins with a YomTov and has intermediary days of chol ha’moed leading up to the next YomTov, so is Shavuous the final Yom Tov of Pesach and the omer is the chol ha’moed in between. These days have great potential for us to prepare for the ultimate culmination in matan Torah.

The reward is based on the effort.

May we merit to toil and reap the rewards of Torah. 

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A Touch of Tranquility…

The Perfect Gift Interview with Rochel Rubinoff

Certified Massage Therapist

W

e sent a very skeptical 45 year old woman who had never had a massage to Rochel to get a first hand testimonial.

This is what she reported: “It’s super relaxing and you feel rejuvenated.

The atmosphere was inviting, calm, with soft music. Rochel was super sweet and you could feel that she knew what she was doing. I always thought that getting a massage was a luxury but I have changed my mind.

It’s a must to take care of yourself.

I left happy, relaxed and energized.

Now I understand why it’s called therapy. I feel like a new person. I definitely plan to do it regularly.

Where did you make Aliyah from?

I made aliyah with my family, from Santa Fe, New Mexico - over 20 years ago.

Why did you choose to become a certified massage therapist?

When I was seven years old I went to a sleep away camp in Denver. We had some over-worked counselors who would ask the campers to give them a back massage. I remember being very proud when one of the counselors announced “Rochel has magic hands!” Many years later I decided to learn massage so that I could use this talent to help people relieve their stress.

Where did you study?

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I studied at Shelem College“complementary medicine in the spirit of Judaism” where I became certified as a Holistic/Swedish Massage Therapist and completed studies in anatomy & physiology and guided imagery.

Why should people get a massage?

We all want to feel good and have energy to get us through our busy days. Feeling good means taking proper care of ourselves, and that in-

Bizness Magazine

cludes: eating well, getting enough sleep, exercising, and yes!--getting a massage. Many of us don’t even realize how tense our muscles are until someone touches them. This “ignored tension” actually zaps our energy!

Massage improves blood circulation and movement of lymph fluids, thus strengthening our immune system. It promotes deeper and easier breathing. On an emotional level, it reduces

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stress, anxiety, and brings peace of mind. Now go find me a pill that can do all of that!

Are there any serious conditions that can be treated with massage therapy?

Massage therapy is known to aid in the treatment of various serious conditions. I am in the process of developing massage treatments, geared toward helping children with learning disabilities, ADHD, and behavioral disorders. There is an overwhelming amount of research suggesting that massage can be most helpful! I am developing the concept with my wonderful mother-in-law, who is an expert in this field and an ADHD coach.

What products do you use?

I massage using sweet almond oil as the base and mix in various aromatherapy oils. My favorite blend is lavender with lemon- it’s the perfect mix of relaxation (lavender) and rejuvenation (lemon). I have other blends

that are used for relief of stress, mental fatigue, or depression.

Do you have a great story to share with us?

Every massage is a great story!

Here are some examples: A first time client came at the end of her pregnancy, feeling very uncomfortable.

After the massage she asked me to accompany her to her birth! Another client who has trouble sleeping, told me that after having a massage, she slept well for a whole week. One time I had a client who had lost her sister to a difficult illness. She told me that the strain on her muscles was so great she couldn’t function. She cried during the whole massage. When we were done she gave me a huge hug and said “I feel so much better now.”

What do your patients come for?

Many come to get a boost of energy and experience the healing benefits of massage. Others come to get a break from their hectic schedule, and unwind.

Husbands call to surprise their wives

and purchase a beautiful gift certificate What skills do you need to be a top massage therapist?

You need a certain magic in your hands (and heart!).That is really a G-d-given gift. One has to have a tremendous respect for people, their privacy and their personal needs.

Each time I give a massage, I pray that Hashem will guide me in helping each person feel better, happier, and healthier than when they came in.

How confident are you that your patients enjoy their session?

I am totally confident. I advertise a “guarantee”- which basically means that if a client is not happy with their massage, they don’t have to pay.

There’s nothing to lose!

How can people contact you?

My new cell-phone number is 054-3355-289. I can be reached by SMS as well.

I look forward to working together promoting your well being and rejuvenation! 

‫בס”ד‬

Ezrat Achim Knows I

Them

They see right through me!

X-Ray and Medical Imaging Center at the “Beit Ezrat Achim” on Nachal Lachish 2, Ramat Beit Shemesh Telephone: 02-636-9225

Shabbat Clinic RBS-A Doctor: Friday - 5pm to 7pm; 11pm - 9am Shabbat Day: 1pm - 3pm Motzei Shabbat: 7pm - 11pm EMT: Friday 5pm - Motzei Shabbos 11pm

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Center for Special Needs Children * Medical Equipment * Shabbat Clinic * Shabbat Ambulance * Burn Treatment Visits to Homebound Patients * Shabbat & Holiday Meals * Blood Laboratory * Fetal Monitoring

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1

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Life Coach

Real Estate Law

Lawyer

Orthodontics

HElEN AbElESz Background: Helen is a life coach who specializes in working with women who are feeling overwhelmed, lack self-confidence, dealing with stress or not achieving their potential. Helen will help you pinpoint your insecurities, set goals for you to achieve and empower you to take control of your life.

She works in both Hebrew and English. Call her today.

02 992 0263, 054 482 9815.

NIColE lEVIN Background: Nicole Levin is an American born, Israeli trained real estate attorney with 28 years of experience in the field. She is a Mediator and Notary as well. She has offices in Beit Shemesh and in Modiin. Nicole Levin can be contacted at 029915687 and her offices are on the 2nd floor of the BIG Shopping Center office building. Website www. levinlawoffices.co.il

DAVID DRuTmAN Background: David Drutman has been a lawyer for 36 years, including the last 13 years in Israel. He has sound experience in a broad spectrum of work in both professional and commercial environments. He is widely respected for creative, goal orientated legal work.

He specializes in transactions (property, estates, contracts, commercial matters etc), family law and notarial work. He can be contacted at 02-995-1877 or drutlaw@gmail.com

DR. ElI GHERmAN DR. EDo lAVI

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Background: Both Drs Gherman and Lavi are American trained orthodontists, and are active members in the American Association of Orthodontists. Dr Gherman attended NYU Dental on full scholarship, and Montefiore Medical Center for his orthodontic residency. Dr Lavi graduated from UMDNJ, was chief resident of general dentistry and received his orthodontic degree from NYU College of Dentistry. Dr Gherman’s clinic is in Rechavia, 02561-9770 Dr. Lavi’s clinic is in RBShemesh, 02992- 3363

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Homeopathy

Mortgage

Insurance

Home Inspection

SHoSHANA kESNER Background: Dr. Kesner has a successful 18-year career providing specialized care for women and children. She has impressive credentials in women’s and motherbaby related health issues.

She holds a Bachelors degree in nursing, midwifery certification, and she is a Doctor of Homeopathic Medicine. Contact Dr. Kesner at 054 234 2367.

moSHE WIlSHINSky Background: A 27-year veteran in the mortgage industry, Moshe is the CEO of Moville Mortgage and Finance LTD. To contact Moshe, call their main line at 073 796 2226 and press their special 711 Bizness extension. For US callers dial 201 377 3418 and UK 208 596 4501.

Email him at questions@ movillefinance.com or visit their website at www. movillefinance.com

EGERT-CoHEN INSuRANCE Background: Egert-Cohen is a Jerusalem-based brokerage that specializes in helping English-speaking Olim with personal family insurance solutions. They are also experts in travel insurance and incoming tourism. Contact Shimon Cohen at 050-5482192 or Yona Egert at 050-5363897 or visit their website at www.egertcohen.co.il

mEIR luzoN Background: Meir Luzon is a professional in the field of property inspection for over 25 years, specializing in water leakage and moisture detection. He was the first to import advanced U.S. standard detection technology, to precisely locate insulation weak points. Contact Meir Luzon at 1-700 701 151 or info@luzon.co.il

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10

Car Mechanics

Real Estate

ARIEl lEVy Background: Ariel Levy is a car mechanic with over 13 years of experience. Ariel own Ariel Car Services, a full service car garage in the Industrial area in Bet Shemesh. They service all makes and models and specialize in French and Japanese cars. The garage is located on Rechov Hamasger.

Ariel can be reached for any consultations at 054 205 0389.

SHmuEl PASTERNAk

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APRIL 2013

Background: Founder of Realty Executives in Bet Shemesh. Shmuel has been in real estate since 1995 as an investor, a buyer, a landlord, a manager, etc. Realty Executive is one of the largest franchise companies in the world. It was founded in 1965 and has since grown by 887%. Today, Realty Executive works in over 20 countries and is one of America’s 300 most profitable companies. Contact Shmuel at 050-478-2868.

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-Huge Hippy Hop blow ups -Huge Hippy Hop blow ups -Intex -Intex swimming swimming pools pools -Sand pumps & filters in all sizes -Huge trampolines trampolines -Huge -Pool games -Pool games -Water toys -Floaters -Water toys - Tube floaters - Noodle-Floaters floaters -Boogie - Tube fl oaters - Noodle floaters -Boogie

BET SHEMESH: Rechov Hauman 6, Bet Shemesh (next to Kinor David hall) Tel. 02- 6525205 Hours: Sun- Thus 9:00- 21:00 Fri 9:00- 15:00 JERUSALEM: Hadar Mall, Pierre Kenig 26, Talpiot (next to Home Center) Tel. 02- 6712080 Hours: Sun- Thus 9:30- 21:00 Fri 9:00- 14:30 After Shabbat: One hour after Shabbat