Bizness Magazine February 2016 Issue

YOU CAN COUNT ON OUR

EXPERTS M A G A Z I N E SHARING THE MIRACLE OF SUCCESS Greater Jerusalem Area www.biznessmagazine.com Circulation: 21,000 copies FEBRUARY 2016

Helen Abelesz Alef Alef Garage Blue Thread Marketing Netanel Buta Shimon Cohen Gmax Nachum Eilberg Rachel Factor Minda Garr Richard Gussow Jerrold Hyman

Ari Katz Josh Kotlar Tzvi Lefkowitz Moshe Orman Rechavia Dental Center Restorno Ilan Rubinstein Moshe Wilshinsky United Hatzalah Paul Incitti

Big Lease

Is Leasing a Car Right for Me?

Leading Control Systems

The Perfect Genie for Your Home

Gilad Newman

Winning Friends and Influencing People Locally

Moshe Benaim

How to Capture Your Special Moments

Greg Cafe

The Story Behind the First Jerusalem Branch

Big Sport

Sporting Equipment in the Winter

Dr.Robert Cohen Allergies 101

BCS Israel

The Art of Providing Multiple Services Properly

Salon Yerushalayim

Making Your Clients Your Greatest Ambassadors

Interview TRAVELING Exclusive with Shlomo IN ISRAEL? Scholnick,

Alef Alef Car Garage

DO IT RIGHT!

Founder and CEO of

How to Choose a Car Mechanic

Moshe Wilshinsky

Is Being Poor Beneficial?

Shmuel Aryeh Cohen

Satisfaction is the Key to Learning

CIRCULATION NOW

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Bizness Magazine is now online WWW.BIZNESSMAGAZINE.COM

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contents F E B R U A RY 2 0 1 6

EXPERTS and ARTICLES   7 How to Win Friends & Influence People in Israel

26 Traveling in Israel?

  8 Home Automation

28 Rich Man, Poor Man

  9 Satisfaction is the key to learning

30 Salon Yerushalayim Appliances

10 Why Lease a Car?

32 Closing the Gap

11 Custom Upholstery

34 Perfect Practice Makes Perfect

12 Guide on Selling Your Property 13 Equipment to Get in Top Shape

36 The Victim Within

14 How to Find the Right Mechanic

37 Choosing your kitchen cabinets

15 Insurance in the Courtroom

38 Standing Up for Yourself

16 LEDs For Sale

39 Mold 101

17 Interview with Moshe Benaim

40 Time to Own Stocks

18 Interview with Paul Incitti

42 Winter 101

20 Managing your allergies 22 Greg Cafe interview

44 RBS Luxury Suites

24 All about contact lenses

46 Video for businesses TRUST • FOLLOW-UP • ONTIME FLEXIBLE APPOINTMENTS • FLEXIBLE PAYMENTS • GENERAL DENTISTRY • WHITENING • COSMETIC RESTORATIONS THE “OLDESTâ€? DENTAL PRACTICE IN RBS A ...

THE “NEWEST� DIGITAL EQUIPMENT.

Dr. Avrohom Levy MB ChB BSc MNIMH

Herbalist and Doctor

Conditions particularly suitable for treatment by herbal medicine are: s Recurrent infections s Skin conditions s Digestive disorders s Urinary disorders

s Stress Allergies s Women’s health s Joint problems and more

Dr. Ari Stern Consultations available in Jerusalem (Har Nof ) and Bet Shemesh Appointments t Email: DrAishHerb@gmail.com

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FEBRUARY 2016

Bizness Magazine

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Letter from the Editor M A G A Z I N E SHARING THE MIRACLE OF SUCCESS

Dear Readers,

Editor in Chief Ariel Topf

M

any people ask me how to select the business that’s right for them. Others ask me how to select a business that will be very profitable. If you observe the market, you will find that many people build businesses related to jobs they’ve had in the past. A teacher starts a new school, a graphic artist starts his own design firm, a dance teacher starts her own dance studio, a hairdresser starts her own salon and a corporate computer programmer develops and launches his own software.

Others turn hobbies into money-making ventures. These include photographers, authors, aerobics instructors and professional athletes. They had a passion and turned it into a way to make a living. As they say, “A man who loves his job will never have to work again.”

Then there are those who want to be independent, to be their own boss. The only thing missing is the vehicle.

In order to discover what is right for you, my suggestion is – take an inventory: First, your skills. Write down everything you’re good at and try to match these skills with opportunities. Look for needs and problems you can solve. Second, your passion. What do you like to do? What are you passionate about? Find a way to turn that passion into a product or service.

In order to maximize your chances of success, you must be a “product of your product.” You should have a product that you like so much you could talk about it all day long. That excitement should hold you over on days when you don’t want to get out of bed. You should be powerfully moved to get up every single day to work in whatever business you choose.

It’s much easier to become successful and profitable if you pick a business that suits your abilities, interests, skills, lifestyle and passion.

For some people it’s just a matter of money. They seek opportunities where money can be made regardless of personal satisfaction.

Personally, I’m sticking with passion. Your quality of life will be so much better if you are involved with something you really love. Have in mind that between half and three-quarters of your day is connected to your business. This means half to threequarters of your life! It had better be something you love.

Have a safe and productive winter!

Ariel Topf

Business Development Yisroel Meir Simon Chief Designer Adam Ram Editorial Manager Aviva Sapir Contributing Editors Naomi Isaacson, Julia Lubomirsky, Chayale Saibil, Yael Unterman Contributing Writers Helen Abelesz, Alef Alef Car Garage, Shimon Cohen, Tomer Cohen, Nachum Eilberg, Minda Garr, Eli Gherman, Richard Gussow, Jerrold Hyman, Nati Journo, Ari Katz, Rachel Moore, Ilan Rubinstein, Oded Shachar, United Hatzalah, Moshe Wilshinsky Graphic Artists Aliza Sokol How to reach Bizness Magazine Advertising

02-999-3939

Bizness Magazine is published by Bizness Magazine Ltd. 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.

ariel@biznessmag.com Ariel has built several companies on three continents in the fields of internet, retail, wholesale, franchising, direct sales, high-tech, employment, food manufacturing, food supplements, clothing manufacturing, pet nutrition, personal development, restaurants, advertising and publishing. In this process, Ariel has headhunted, hired, trained and managed over 20,000 individuals.

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Bizness Magazine

02 999 3939

Gilad Newman was recently appointed as the manager of Dale Carnegie Training of Israel. We joined him to learn a bit about Dale Carnegie and its activity in Israel.

How to Win Friends & Influence People in Israel Interview with

Gilad Newman, Manager of Dale Carnegie Training of Israel

Most people have heard of the book “How to Win Friends & Influence People”, written by Dale Carnegie in 1936, still on the top twenty business books on Amazon and listed in the “Top 100 Books for 2015” by USA Today. But what does Dale Carnegie Training do?

Actually, Dale Carnegie started teaching courses in 1912 in New York. The book was written to accompany the courses and sort of took on a life of its own. As an organization, Dale Carnegie now operates in more than 90 countries with more than nine million graduates. They work with companies and organizations and also offer public courses helping individuals improve their skills including public speaking, self-confidence, communication, human relations, management, sales and team work.

How did you get involved?

In 2010, I felt my career and business were not moving in the right direction and had sort of stalled. I never felt comfortable meeting managers; in fact, it involved a lot of fear, a paralyzing fear.

I knew of Dale Carnegie through a friend of mine, and even though I was not making an income at that time, I decided it was the right

investment and joined the first course available. Immediately I felt there was something different in this course; it was not a “knowing course”, but rather a doing course. During the week, each participant had to take the concepts that we developed in class and put them into real life practice.

By the end of the course, I had already seen a return on my investment in the course and also found a new job in sales, something I had thought three months earlier was out of my realm. I continued to be involved as an assistant trainer and then after taking the Dale Carnegie sales course, I took the trainers course and became a trainer.

At that time I was already Marketing Director for the Bible Lands Museum. Later on I decided to join Dale Carnegie full time, mainly because I saw how this course changed people’s lives What do you see as the main benefits from taking this course?

I developed my communication and human relations skills, and mainly my self-confidence. I discovered I was able to do things I never imagined possible before that. Public speaking had always been a traumatic experience for me. Now I find myself speaking week in and week out in front of different crowds- from doctors, professors, business managers, hi-tech people, students and even Charedi communities. If you were to have told me six years ago that I would enjoy public speaking, I would have said you were nuts, and sent you to my wife, who is a psychologist. I discovered through the course that these are skills anyone can develop. We might not all speak like Bill Clinton or Bibi, but we can all be effective and do a good job, if we learn under the right guidance. I have become proactive in my life and see every day as a new opportunity to develop and learn something new.

Why do you continue to train today?

Funnily enough, I was asked that question recently. I realized the reason is that while I was preparing for a session in a course, I was getting excited for the participants- for the experiences they were going to have that upcoming session, how this was going to change their lives, and how when they looked back at the course, they would see it as Warren Buffet did - a defining moment that changed their lives.

How did you become the manager?

Well, first of all, I was lucky to be trained by Ron Bowman, who headed Dale Carnegie in Israel for the past 15 years, and had spent a total of 40 years in Dale Carnegie. Ron was also my mentor and helped me develop in every way over the past five years, and was always available to help me move ahead. Not long ago, Ron decided to give up the franchise, so this was a great opportunity for me to be even more involved in a process I truly believe in.

What does the future of Dale Carnegie look like in Israel?

I think there is greater understanding today, from people in all levels of organizations and even in youth in high schools (who do great in our courses) that knowledge is not the key to success. Knowledge is important, but one needs to develop the right skills and attitude in order to succeed. People are looking for professional companies for this kind of training, who can prove their success. Dale Carnegie has been around for more than 103 years, in Israel since 1973, and was recently voted one of the top Leadership Training Companies in the world. So I think today we have a great opportunity to help people be even more successful, and this is really exciting.  052-582-7365

gilad.newman@dalecarnegie.com

Dale Carnegie Training of Israel www.BIZNESSMAGAZINE.com

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Home

Automation

Interview with Jacky

Rosen, CEO of Leading Control Systems

Jacky Rosen started his career as a management consultant in the UK, specializing in small to medium sized organizations. Over time he was slowly pulled into the world of global finance, first in commercial property and then in high tech start-ups and private equity. Currently, he sits on the board of several companies, and is the CEO of Leading Control Systems (LCS).

Who is LCS and how long has it been in existence?

Founded in 2002, LCS, Leading Control Systems, is an integrator in the field of Building Automation, and is the only religious company in our field. (We don’t work on Shabbat, Chagim or Chol Hamoed.)

I am very proud to be part of a company that follows Halacha.

On several occasions we have passed up projects because there was a demand for service on Shabbat.

What is Building Automation?

Building automation is the drive to make buildings more automated, integrating technologies in order to control the different systems in buildings (e.g. Water, Electricity, Heating, air conditioning.)

How have the technological advancements of the past decade helped you to improve your business and provide better solutions?

We are at the forefront of technological advancements. Our aim is to harness technology and bring it into buildings, new builds and refurbs. Our solutions are state of the art, used by many of the leading organizations in Israel and the world.

Give us some examples of your main clients in different industries.

Sourasky Medical Centre, Israel Electric Company, Airport Authority, Israel Aerospace Industries, Israel Discount Bank, The Weitzmann Institute, The Ministry of Defense, The Waldorf Astoria.

How do you help your clients cut costs?

Our systems allow building owners and operators to manage their buildings and resources, enabling them to benefit from reduced maintenance and servicing costs, faster problem resolution, and reduced energy wastage.

Tell us about an interesting project you have recently worked on.

The Waldorf Astoria Hotel in Jerusalem, a phenomenal site, and challenging project. We did all the controls in the building, from the guest rooms to the ballroom, even the motors that control 8

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FEBRUARY 2016

the glass ceiling in the reception area.

Which part of your business keeps you the most busy?

In addition to my role as CEO, I am also the operations manager. We have teams of electricians, engineers and installers who work on site implementing projects. Designing plans, writing programs, ordering equipment and ensuring that everything runs smoothly and on time is itself a full time job.

How do you use the gained experience of the last 15 years to help private home owners?

Until last year we operated in the commercial & industrial field; our products were installed in hospitals, hotels, malls, office blocks, laboratories, server rooms etc. This type of site requires high end and reliable equipment.

In the second half of 2015 we completed the development of our “Genie” product line for private homes… GenieHouse.

We are now giving private home owners and tenants access to the high end technology solutions that we installed in leading commercial locations.

What solutions do you offer to the average home owner and how’s the affordability?

Our GenieHouse plug and play solution allows home owners to automate their homes, to remotely monitor and control their homes at a fraction of the cost of existing systems, and without needing to rewire the whole home.

What type of home owner would benefit the most from LCS solutions?

Anyone who wants a simple to install and user friendly home automation system, and of course shomer Shabbat families.

How is the system installed?

The system can be easily installed by any electrician or we can install the system for you.

How does your system deal with Shabbat? genie@lcs-ltd.co.il phone 03-9700820 or Cell: 0586566068 Our GenieHouse system is specially designed for the religious www.lcs-ltd.co.il household, and comes with multiple clocks and schedules for Shabbat mode - regular zmanim and Rabbeinu Tam zman.

How do I use GenieHouse?

The system is controlled through a free app that can be downloaded onto a smartphone, tablet or computer. 

Bizness Magazine

genie@lcs-ltd.co.il Phone 03-9700820 Cell: 0586566068 www.lcs-ltd.co.il

02 999 3939

The Key to Learning Interview with Shmuel Aryeh Cohen What type of tutoring do you offer and to what age groups?

I teach all kodesh subjects, Gemara especially. I focus on kids of all ages, especially yeshiva bochrim of all types.

What experience do you have in the field of chinuch?

My father has been in chinuch for over 20 years. He is a mechanech and a speaker in numerous seminaries in Yerushalayim. He’s always been a source of inspiration for me. I started being a madrich at the well-known local Yeshiva Mesivta at the age of 19, while simultaneously working in another Yeshiva. My job as a madrich was to build a good and strong relationship with the students, which still exists today. I also gave over a daily Bikius shiur in a Yeshiva Ketana in Ramat Beit Shemesh. In addition, I tutor privately kids of all ages and all backgrounds.

I reopened the Bnei Hashra’a Youth Group in Ramat Beit Shemesh, and served as its director for three years. Bnei Hashra’a is a dynamic youth group attended by over 70 kids daily.

Why do your students enjoy learning with you?

For a simple reason: I show my students how much potential they have. I always throw in a nice word and a pat on the back. I try to set for them realistic goals which will in the long run give them a feeling of accomplishment. I also try to give each student the space he needs. My Rav always used to say that one goes to work for various reasons; either because he enjoys his job and he feels satisfaction, or because the job pays well. I try to give my students that same satisfaction so they can continue succeeding.

What style do you use in your teaching?

I have the unique approach of combining the two different Yeshiva worlds of which I am privileged to be a part. I learned in Yeshivas Kol Torah in Bayit Vegan, a quintessential Israeli Charedi Yeshiva, as well as the more American Mir Yeshiva. Since I have learned both styles, I am able to give over a bit from each when teaching a student. When necessary, I can use one method over the other to suit my students.

What do you do when someone is “stuck”- no matter how many times you explain the material?

I b”H have been blessed with the ability to explain things clearly, which I’ve inherited from my father and learned from my Rav. I connect practical examples from day-to-day life to the lesson.

And of course, I patiently repeat myself as many times as necessary in order for my student to fully understand the material.

Beyond gaining understanding and acquiring knowledge, what benefits are there to having a tutor?

I simply think that a lot of kids and teenagers just need that extra help. Sometimes it’s for the spark and desire for learning, and other times it is to help them catch up so that they can continue from then on in class with everyone else. Being behind in class can cause numerous problems and is a challenge of its own; learning with a private tutor can be the perfect solution.

I must add that the relationship I have with my students often goes beyond the actual subject matter at hand. Many teenagers can use a positive role model to give them guidance and a listening ear, and through my connection to my students I am able to provide this. I definitely see the benefit of me as a younger spirit being able to relate easily to the younger generation. My students feel that in a way I am on the same page as they are and able to understand them better, therefore they are able to connect easily to me. I am available to be a mentor to teenagers with or without the additional tutoring.

How can you motivate a student who feels like a failure?

As I said, my Rav taught me that every person in the world needs satisfaction, and when there’s no feeling of satisfaction there isn’t motivation either. From that point, there is a short path to a teen not wanting to learn and therefore not having the ability to succeed. This is what I work on with a lot of my students: The motivation! The satisfaction! The feeling of yes I can! I’m succeeding, this is working!

What do you enjoy most about your work?

To see my students progressing, changing for the better, but most importantly learning Torah and coming closer to Hashem!

Shmuel Aryeh Cohen can be reached at 058-612-1227.  www.BIZNESSMAGAZINE.com

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Why

LeaseShmaryahu a Car?Yeret, Interview with

Tell us a little about yourself: who are you, and how did you get into the field of car sales?

The Big Lease car company is almost five years old. We got involved in the field of vehicle sales after our CEO, Shlomo Sorsky, went to buy a car and found himself wasting hours and days schlepping around all the car dealerships in the country – only to find that nobody was offering him a comprehensive, attractive car deal, cheaply financed and payable in convenient installments tailored specifically to him. We discovered that people keep a car for three years on average, during which its value decreases by 30-40 percent. The customer wants to pay only the value decrease, not the full price of the car.

What’s the difference between buying a car through the finance lease method or with cash?

Two options exist currently for purchasing a car in Israel. One is with cash, and the other is with independent funding through the bank.

Customers usually don’t have spare cash lying around, and those who do generally prefer to invest it and make a profit. But the second option, independent funding through the bank, is not ideal, since one can’t get 100% cover, and the payment terms and interest rates are not to the customer’s benefit.

This is where Big Lease comes in. We offer full funding through the bank, with the best interest rates in the country! Just as importantly, the monthly payment is geared to each customer individually.

What’s the difference between the types of leasing available in Israel (private leasing, operational leasing)?

Private leasing is the type of deal Big Lease offers. Operational leasing is a long-term rental, where you commit to renting for three years, and the company covers your insurance. This type of package costs more than double the price of finance lease, and is more suitable for large companies with a fleet of vehicles.

How can I find out what’s the best method for me to purchase a car?

You don’t buy a car every day, and you certainly don’t sell it after one day. It’s vitally important that the car meets the customer’s needs to the highest possible degree, and that’s precisely why it’s advisable to approach a company with no vested interest, that can offer you all types of vehicles from around the country and will be the most objective in finding the best, most accurate match to the customer’s requirements.

What drawbacks does the old leasing method have?

That type of rental deal is primarily based on what’s most convenient and profitable for the company, and less on the customer’s needs. Additionally, the price will always be higher, and there is also a penalty for exiting before the end date.

Sales Manager at Big Lease

What is unique about Big Lease?

Our company is very experienced, with thousands of satisfied customers who’ve been given a deal that precisely suits their needs, including 100% financing and an individually tailored monthly payment plan. But that is not all. Big Lease offers its customers peace of mind throughout every step of the transaction, and we also take care of the insurance, finding cheap cover from one of Israel’s large insurance companies.

If the vehicle belongs to a leasing company, is it also registered in the customer’s name?

When you purchase a car through Big Lease, it will always be registered in the customer’s name.

When I acquire a car from Big Lease, am I getting something considered brand new, or “firsthand with zero mileage” – and what difference does it make?

It’s the customer’s choice whether to get a new car (00/00) or firsthand with zero mileage (00/01). The main difference is that the latter is more attractively priced.

What do we need to look out for when approaching a leasing company?

Mainly you need to check out the fees you’ll be paying at the end of the deal. Interest rates, currency linkages in the financing package, exit penalties, handling fees in reports, etc. It’s important to work with an established company with robust financial assets!

What happens if a customer wants to return the car in the middle of the contract?

Our company always allows the customer to sell the vehicle, or do a trade-in, without charging any exit/deal-breaking penalties.

How does car insurance work in the finance lease method?

We take care to find our customers the cheapest insurance policies with the best terms.

What was the most popular vehicle in 2015?

In the mini category, it was the Kia Picanto; in family cars, the Hyundai i35; and in 7-seaters, the Mitsubishi Outlander.

With which companies do you work?

All companies in Israel.

Is there anyone to whom you would not recommend the finance lease method when buying a car?

Yes, those with tons of money to spare .

What special perks are you offering this month for your customers?

A voucher – your first car servicing free!  1-700-550-650 www.biglease.co.il Jerusalem Showroom: Rechov Yirmiyahu 39 Bnei Brak Showroom: Rechov Kahaneman 106

Custom Upholstery:

WHY IT’S POPULAR, AND WHAT YOU NEED TO KNOW ABOUT IT

T

here are three kinds of buyers of furniture: those who want the cheapest they can find; those willing to invest more to get more comfort, style and value; and those who know that custom upholstery is the best value for their investment.

If you see yourself in categories two or three, then keep reading.

The Israeli furniture market isn’t known for its wide selection and competitive pricing. True, there are some fine local manufacturers of sofas, but they must compete with importers of Asian and European goods (many of which are made in Asia but boast European names). While brand new furniture may look good, what’s important is how it feels and how well it lasts. If we take the price of the bottom-line-Scandinavian-brand-that-shall-gounnamed and similar quality furniture, I am often amazed at how well it is engineered to fall apart in a short time.

The next level of quality will cost about double. In this 5-7,000 NIS price range, you can buy a decent new sofa that should last 4-6 years before it starts to look and feel worn. Depending on your budget and standards, it will continue to sit on the living room floor for perhaps another 5-10 years until it is unbearable. By this point, the seat webbing will be sagging close to the floor, the arm stuffing will be flat, the fabric pilled. Real leather in this price range starts to dry and crack; and as for fake leather…well, at least your kids enjoy peeling off its plastic finish!

Take this quick test: do you like your furniture as is, or are you delaying reupholstering or replacing it simply because you feel like it should provide more years of service for the price you paid?

If you were smart enough to bring your sofas on your lift or purchase well-made American sofas here, then they are probably worth reupholstering. Rather than gamble on new sofas, you can renew your old sofa, and this way you can be sure that you are getting good quality foam, fabric and workmanship –all for the same price.

Why pay more? Your living room is meant to be the family meeting place where everyone should feel as comfortable as possible.

If you fill it with uncomfortable furniture, then family and friends will not want to sit there. Quality furniture outlives its owners and stays comfortable. It may need reupholstering, but it remains an attraction for people to sit together on.

If you want the best for your home, then custom-built sofas are the way to go. Here are our tips for commissioning custom upholstery: 1. Consulting your upholsterer is helpful, and is all you need, if the scope of your work is only a sofa, a headboard or something limited.

2. If you are looking to outfit a whole room or a home, then consult a designer. An interior designer is an interpreter who translates your desires into the specifications needed by a furniture maker. After meeting a good designer, you should be saying to yourself, “Wow, I never would have thought of that.

That was really worth it!”

3. What you don’t see is what’s most important! Make sure that the frame of the sofa is made from quality materials; kiln-dried, solid wood or quality plywood – and not MDF or fiberboard!

4. All foam is not equal! Cheap products are made with cheap foam. It lasts only a couple of years, before it starts to dry out, and eventually crumbles to dust. The better the foam, the longer it remains resilient and comfortable. Highest quality foams can last over thirty years! Top quality latex foam can cost 10 times the price of standard quality foam; you get what you pay for. If you are looking for the best, then consider premium types of stuffing: microfiber and feathers and down.

5. Bells and Whistles: Details and trim can turn a nice-looking sofa into one that wows. Since you are paying extra, think about ordering piping in a different fabric, tufting, pillows in contrasting fabrics from the frame, etc.

6. The best for last: Fabric. This requires a longer discussion, which will appear in the next issue of Bizness Magazine. Also, you can look forward to tips on how to avoid pitfalls, great design tips and more.

If you want to know what can be done with your sofa, feel free to call Restorno at 02-6508777.

Expert

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R EA L ES TATE

Bringing Jews Home

Ilan’s Guide on Selling Your Property in Israel

By Ilan Rubinstein “It’s All In The Preparation” Before placing your property on the market, it is advisable to check on values of homes actually sold locally so that you are realistically priced. Overpricing a property deters the best buyers from making an offer or even viewing. This is a guaranteed way of turning your prized asset into a “white elephant.”

Ascertain beforehand that the property is indeed correctly registered in your name/s at the Israel Land Authority or the Tabu, whether you have been granted freehold tenure and if there may be any taxes to pay on the sale so that there are no surprises later on.

Physical Preparation Staging your property properly can often help you obtain a higher price. Most buyers will reject an apartment out of hand within the first few seconds of a viewing, so you never get a second chance to make a first impression. Making your property more attractive to buyers needn’t be expensive, as even some basic changes can make a huge difference. Remember that water ingress problem you fixed years ago but forgot to finish cosmetically? Why lose your best buyer over something dumb like that? If you’re planning on moving anyway, clear the clutter now before you invite the first buyer. You’ll be surprised how much bigger the place looks!

Advertising the property • If you’re going to take photos, clear up the area to be photographed and stand as far back as possible.

• When selling yourself and relying only on free email list-serves, be willing to invest a bit of money to promote it more widely. If you pay peanuts you get monkeys!

• Don’t use cheap handwritten signs. You wouldn’t sell your car that way!

• Retain details of all applicants even if they don’t seem serious.

Showing the Property When possible, show during the daytime with the blinds open.

At night, turn on the lights before the interested party arrives. Ventilate and remove any noxious smells, especially cigarette smoke, for at least one hour before viewing. Friday viewing may also provide the opportunity of an inviting aroma of Shabbat cooking.

Don’t walk into a room first. Give buyers a little space to breathe when viewing. Don’t overwhelm the buyers with relatively trivial details. Better that they connect emotionally than be bombarded or feel cornered. Where you have tenants, arrive early so that you can adequately prepare the apartment yourself. Hopefully, you will have ensured your ownership right in your lease to show the property at any time by giving 24 hours’ notice.

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Negotiating The first offer you receive is often the best. Don’t dismiss it too quickly. Holding out for “your price” is an illusion usually only borne out when the market has risen in the interim. However, whatever you are going to buy is likely to have risen by at least as much if not more.

Don’t keep a good buyer hanging while you rush off searching and trying to negotiate a separate purchase, only to discover that your buyer has evaporated in the interim. You are setting yourself up for disappointment. Better to sell first with enough time before closing to search, negotiate & execute the best possible deal.

Keep your cool and try not to get offended when buyers start “tire kicking,” saying the property needs work as a means to lower the price as much as possible. This is quite understandably the goal of every buyer. These are legitimate tactics in their eyes and they might actually have a point. Such conflict scenarios are one of the main reasons sellers use real estate agents to minimize friction and make the process easier.

Don’t accept an offer without receiving a clear assurance that the buyers actually have the funds, or a clear path to receiving such funds, to proceed.

Avoid signing a Zichron D’varim wherever possible, as they cannot legislate for all eventualities. Always use a specialist property lawyer and avoid hiring a relative doing it cheap or, even worse, for free. Where they may be negligent, you will hardly be able to sue them.

Keep showing the property until contracts are signed. Over the years I have seen numerous properties withdrawn from the market only to come back on because the buyer was not pre-qualified, or got cold feet due to avoidable delays in preparing the contract.  The above information is intended as a general guide only and not intended to be an exhaustive compendium on the subject. Accordingly no warranty is given on any information herein. The writer, Ilan Rubinstein, UK born, is a licensed Israeli real estate agent with 15 years’ experience in Israel. Ilan is the C.E.O. of I.L.A.N. Estates & Investments. Ilan specializes in assisting olim acquire new and existing property, investments and businesses in Israel.

Bizness Magazine

Tel: +972(0)774108011 Cell: +972(0)504-910-604 Skype: ilanrubi www.ilanrealestate.com office@www.ilanrealestate.com www.facebook.com/ilanrealestate www.youtube.com/israelhomenet

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Interview with Lior Tal, Manager of BigSport

Big Sport

All the Equipment That You Need to Get in Top Shape

What is BigSport and how did it all begin?

BigSport is the largest and most professional sporting, fitness and recreational goods store in greater Beit Shemesh.

The store was formerly part of the renowned Devarim Yafim toy store in the BIG shopping center, the oldest one in town. Three years ago the stores split into two separate shops, but still under the same owner, Mr. Yehuda Amar. This allowed each to specialize in its respective field and provide the most relevant and appropriate service and product range to its customers.

The Devarim Yafim store, a gift and toy shop, was relocated to the Big Fashion mall, while BigSport moved to 5 Hatzaba street, Northern industrial zone, Beit Shemesh.

What products do you sell?

BigSport imports and markets a huge range of fitness products, for example: weights; home and professional fitness equipment; treadmills; exercise bikes; CrossFit equipment; gym equipment; aerobic, yoga and Pilates equipment; boxing equipment and accessories, etc.

Examples of sporting goods include: balls and accessories for all kinds of sports (football, basketball, etc.); tennis equipment; pool equipment and accessories, etc.

Examples of leisure goods include: basketball hoop fixtures for the yard; home trampolines, as well as special safety trampolines with protective netting for the yard; Intex home swimming pools; game tables such as football, pool and ping pong tables, etc.

Tell us about your website.

Our internet site has been around for a long time. It’s a sizeable site, featuring a variety of products, catalogs, essays and articles about sports and nutrition, photo galleries where customers can browse products and see how we installed them by our clients, and more.

Bookings can be made through the secure payment site PayPal, or by credit card, either on the phone or on the website itself where they’re protected by the most stringent security standards on the market. After purchase, products can either be delivered door-to-door within seven business days, or picked up from the store straight away.

Why would anyone prefer coming physically to the store instead of ordering online in the comfort of their home?

If you come to the store, you can easily view the range of products on display, and you can get professional advice from our courteous and experienced staff headed by myself and Mr. Yehuda Amar.

What happens when a customer wants a product that you don’t have?

As a large, well-established store, we work with the leading importers and suppliers in the market, so even if we don’t currently have the requested product in the inventory, we’ll do everything we can to obtain the desired product and deliver it to you.

Where do your products come from?

Most of our products are manufactured in the Far East; some come from Israel, Europe and the United States. Regardless, all prod-

ucts undergo strict supervision and meet the most stringent approved SII (Standards Institution of Israel) safety standards for import and marketing of goods.

Name three bestselling products.

Trampolines, home pools and game tables.

We import the Urban Jump brand of trampolines – they’re the safest and highest quality ones, adhering to strict German standards and with a five-year warranty, subject to terms and conditions. We sell the leading brands of pools, Intex and Summer Escape. Game tables come in a variety of types, primarily ping-pong tables and football.

You must sell a lot of pools in the summer – but what’s popular in the winter?

In winter people stay at home more, so they do more exercise and order home fitness equipment such as treadmills, exercise bikes, elliptical machines, multi trainers etc.

How can consumers know if a specific product (at your store or a different one) is of high quality?

Our products live up to the most stringent quality and safety standards. Most products come with one-year warranties at least, and some with up to ten years. No matter what, any product that is defective or fails to give customer satisfaction can be returned, exchanged, or be fully reimbursed, as defined by the terms of the Consumer Protection Act. Do you have any special sales during the year?

We have a loyalty program granting a fixed 5-10 percent discount year round on almost all products, barring the most exceptional ones.

In addition, we make sure to advertise specials throughout the year on our Facebook page and website, or in local advertising magazines.

How can you ensure that your customers are satisfied with your service?

I think that the quality of our service is reflected in the number of returning customers and of new customers coming in through referral from friends, neighbors or family members. We also make our private mobile number available to anyone who wants to ask a question and to receive service on any subject and at any time.

How are your prices relative to those of your competitors?

Our prices are very affordable considering the high-quality products and professional service we provide. We’re located in the industrial area and have a large showroom featuring a variety of different products to try out. Our location in the industrial area Receive a free rather than a commercial mall means that we can reduce stationary bike costs and price our products at unbeatable value. What’s with purchase of a treadmill*! more, we actually commit to offering the cheapest price *Participating compared with our competitors and the price comparison models only sites like Zap www.zap.co.il  Rechov Hatzaba 5 Beit Shemesh 02-991-8001 shop@bigsport4u.co.il www.bigsport4u.co.il Sun-Thurs: 9 AM -7 PM Friday 9 AM- 2 PM English Speaking Staff At Your Service

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‫ שירותים‬.‫א‬.‫מוסך א‬

Alef Alef Car Garag e

Under the Management of Avner and Benny Michaeli

How to Find

the Right Mechanic for Your Car

A

car owner knows that one thing to avoid is having to bring his car to the shop. But while you might be able to fix some problems yourself, there’s no getting around bringing your car in to the mechanic for most issues that come up. As a mechanic myself, I’ve seen people nearly in tears when they come to me simply out of fear that the visit is going to cost them their next two paychecks. When there’s potential for a large expense, you better be sure you’re dealing with someone you can trust. So, there’s the question: what should you look for in a car mechanic? Go over this list and you’ll be just fine.

1. Look for a mechanic that will take the time to explain what he’s doing and who can answer your questions. A mechanic who takes pride in his work is more willing to explain what he’s done on the car, and he can explain what’s a safety issue and what’s not. He’ll give you information instead of just doing the job.

2. Get recommendations. Ask family and friends who they recommend and how they felt working with him. You’ll already get a feel for who’s trustworthy.

3. Find a place that’s as close as possible to where you are, and see how hard it is to get back from the shop without your car. In some garages, they’ll offer you a loaner while your car’s being fixed. Although garages can fix around 10 to 30 cars a day, they

usually only have one or two loaners. At Alef Alef Garage we make it much simpler- we can pick your car up for servicing and return it to you when finished!

4. Don’t deal with a mechanic who goes ahead and does what he wants and only tells you what he’s done on the car after he’s done the job. Make sure he gets permission to do every job before he performs it and not after. Don’t pay for extra services if you didn’t agree to them.

5. If you get a quote and you’re not sure if it sounds right, get a second opinion. A good mechanic will advise you on what’s important and what’s not, and will always wait for approval to fix your car. He’ll give fair job quotes and only for what’s necessary.

6. What does your mechanic specialize in? Four wheel drive?

Japanese? Older models? Diesel engines? Some parts of the car, or the whole car, may be sent out to somewhere that specializes in specific parts. Ask if your car is going to be sent out so you can understand who will be working on it.

Remember that it is definitely possible to find a mechanic that fits these criteria, and you won’t have to leave him two paychecks. Be smart, do your research, pay the going rate and have a great experience. And once you car’s ready and back in action, enjoy it! 

Mechanics | Wheel Alignment | Electricity | Air Conditioning | Painting Room | Windshield Repair Exhaust | Radiators | Accessories | Alarms | Tire Punctures | 10,000 KM Service | Original Parts Free car pick-up and drop-off service available!

Inclusive Annual Car Test Service: We can check your car, repair any problems, and take into the car annual test - call us for details.

Tel. 02 991 5777 Cell. 053-723-1030/1/2 Fax 02 999 1404 Email 55559066@walla.co.il Industrial Zone Nesher Har-Tuv (Behind the Police Station) Find us on Facebook ‫מוסך אבנר מיכאלי‬ 14

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Bizness Magazine

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Expert

In

INSURANCE

Insurance in the Courtroom

By Shimon Cohen Interesting insurance cases in the courts Case #1 Mrs. S., an “ozeret”/cleaning woman, had worked for the Lowy’s for five years. In 2010, before Pesach, she climbed a ladder to take down the curtains for cleaning. Unfortunately, she fell and broke her ankle badly. After medical treatment, she was classified by Bituach Leumi with a 27% lifetime disability. This she claimed from the Lowy family. Unfortunately (again), the Lowy’s did not have insurance and took the case to court claiming that Mrs. S. herself had been negligent in climbing up and slipping. Upon closer investigation, the ladder itself was found to have been unstable – a fact which was known to both Mrs. S. and the Lowy family.

The judge found the Lowy’s to be liable for 65% of the claim and Mrs. S. for the balance.

Lessons to learn: 1. Make sure you have home insurance which usually includes coverage for an ozeret (you must also pay Bituach Leumi and pension for her) - ask us for details.

2. If you are asking your ozeret to do something special, make sure all the appliances and tools are in working order.

Case #2 Mr. C., an elderly man, was crossing the street in Netyana. At the same time, Mr. E. was driving towards the crossing. At first Mr. E didn’t see the pedestrian, but at the last moment he slammed on the brakes and managed to stop a few meters away. Mr C. was terrified by the screeching brakes and fell in the street. The driver, Mr. E., left his car and called for an ambulance. Unfortunately, the pedestrian died later in the hospital.

His family sued the driver on the grounds that the screech of the brakes had caused Mr. C’s heart to fail.

The judge ruled that the driver had done everything possible to help the deceased. According to law, a motor accident is only where there is actual physical contact. In this case, this did not happen.

The judge did, however, reprimand the driver for driving too fast and inadvertently being part of the unfortunate incident.

Lesson to learn: Drive slowly when approaching a pedestrian crossing – for their sake as well as yours!

From the insurance agent’s desk Polygraphs Over the past 2 weeks we have had two cases where clients of ours were directed by the insurance company to do a polygraph (lie detector) test.

In both cases, the claim was not black and white. In one, an expensive ring was lost and in the second, an expensive watch.

In both cases, a long time elapsed between the loss and the actual claim, which led the insurance assessor to think that maybe facts had been mixed up or forgotten.

What is a polygraph?

It works on the basis that a normal person’s pulse rate increases slightly when he is lying. Therefore, they get a base rate with questions such as: “what is your name?” “Do you live on…?,” and then go on to the “real” questions. The more nervous a person is to start with, the more reliable are the results as the pulse rate difference is more clearly defined.

Points to consider: 1. Both sides have to sign that they agree to the terms of the polygraph – it’s ”all or nothing.” If the client is found to be telling the truth, he will be paid out in full without further question but, if not…. nothing!

2. It’s imperative to ask for the polygraph in English so that there is no misunderstanding in the translation.

Good Luck! 

02-623-2546, 050-548-2192 www.egertcohen.co.il www.BIZNESSMAGAZINE.com

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EL

Expert

ELEC TR I C I A N

LEDs For Sale!

By Ari Katz

F

or those who have been following my articles about LED lighting you probably know by now that I am working with a manufacturer of commercial LED lighting for yeshivas and stores and offices. I have received many requests for home LED lights and in response to the repeated requests, I am making these high quality, long-life, fully-warrantied bulbs available for those who wish to purchase them for their homes. Below is a sample price list- the different bulbs may or may not require professional installation. There is a very large quality gap on the market and consumers are easily led to believe that a small LED recessed spot light that they paid 80 shekels for can last for six or seven years only to have them weaken, flash and burn out in six

Sample Pricing sheet

months or less. This is due to many factors, but leaving them on for hours on end, like many do over Shabbat, burns them out very quickly. The promised “30,000 hours” printed on the package is assuming you use them for four hours at a time. With the exception of a few that we have built specifically for home use, all of our bulbs were built to hold up under heavy use, more than 18 hours a day and the generous warranty assumes this is how they will be used.

I am more than happy to answer any inquiries about my products or LED lights in general. As someone who is involved in the business daily, I enjoy simply “talking shop” as I believe in my product and enjoy “enlightening” people about the subject. 

PRICE

WATTS

WARRANTY

Standard LED Replacement (120cm)

20w

2 years

70

Commercial high-efficency LED Replacement (120cm)

14w

4 years

120

LED Replacement (150cm)

30w

3 years

130

LED Replacement (240cm)

37w

3 years

180

LED Replacement - 120cm

18w

3 years

140

LED Replacement - 150cm

25w/30w/36w

3 years

165/195/225

120 cm

24w/36w

3 years

190/250

150 cm

36w/72w/108w

3 years

265/375/660

MR-16 (The “two-pin” spot light)

5w

2 years

65

GU-10 (The “two-post” spot light)

5w

2 years

65

60x60 commercial ceiling panel

40w

4 years

345

6w/8w

1 year

55/65

3.5w

1 year

45

(INCLUDING VAT) in NIS

T8 - The “Regular” tube lights

T5 - The “new” skinny tube lights

LED Linear Profile Light (our newest product to date)

Spot Light Replacement

Filament screw-in bulbs (Replaces all screw-in bulbs) “Candle” lights for chandelier

Contact 052-736-7369 premiumrepairs@gmail.com

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Bizness Magazine

02 999 3939

I join the fun and from the inside

I capture the moments!

Interview with Moshe

Benaim, Photographer

What inspired you to become a photographer?

It started 17 years ago when I was in yeshiva in Gateshead. Back then, I wanted a camera to take pictures and freeze all of the wonderful moments. The yeshiva had all sorts of money campaigns in order to encourage students to learn well, such as tests to recite pages of the gemara by heart. It was then that I managed to save up for my first camera and start taking pictures which, since then, hasn’t stopped.

What types of photography/events you do?

My services are available for all occasions that require photography and am happy to photograph any event from conventions and tourist groups to formal weddings.

Do you have any professional training or are you selftaught?

It depends what you consider professional training. In regards to studying I am self-taught. However, I feel that I am always learning and always want to continue learning.

Nowadays, as I am working with other professionals in the field, I learn something new every day. As I am constantly learning, I am also driven to continue excelling.

How would you describe your style?

Organized, classical and artistic, yet sometimes spontaneous I am always hungry to capture more.

Nowadays, there are so many ways to upgrade photos using Photoshop or similar technology. How do you generally use this to your advantage?

Almost all photographers use programs such as Photoshop and Lightroom to enhance their work.

I bring a lot of equipment and flash units to an event in order to capture the best pictures the camera can achieve. I then use these programs to touch up the images.

Sometimes you see photographs that are so clear, it seems that the person in the photo is actually standing in front of you, what is the key to such crisp photographs?

There are two main factors to create crystal clear photographs: 1- CLEAN YOUR LENS 2- Make sure the camera is in focus before taking your pictures.

1. Many times people ask me to take pictures of them with

their camera. The first thing I do is take out a cloth and clean the lens. Why? Because most times I look straight at the lens and see massive fingerprints directly in the middle!

2. FOCUS: In order to focus on most cameras, you have to press the picture button half way until you hear a noise indicating that the camera is focusing itself. Once the camera is focused, continue to press all the way and you will have a crisp and clear photograph. Obviously, there is also the difference between a regular compact camera and a professional camera.

What is the strangest request you have ever gotten?

Someone has called asking me to take pictures and a video at the same time. Such a request I won’t take, because I know in advance the client will never be satisfied with the result he will get.

A person needs to focus on one job and do his very best in order to get the most out of it. My advice to people, for their own sake, is to get a photographer and a videographer, so that each one will professionally focus on what he does best.

How do you manage to photograph impatient children?

At times it’s necessary to crawl and make funny noises and funny faces to get their attention. But the key is patience and b”H, that I have plenty of.

Photography can evoke such emotion - how can you capture moments that will hold those emotions forever?

In order to capture “the action” I blend into the event. I join the fun and from the inside I capture the moments!

How do you put your clients at ease in front of the camera?

Through positive approach, patience and respect of the people in front of me. I show them that they’re important, and that I’m experienced, organized and calm, with a smile.  050-762-0049 mbfotographer@gmail.com www.BIZNESSMAGAZINE.com

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Expert

BC

B U I LD I N G C A R E

A Service That Takes Care of Everything Interview with Paul Incitti, Owner of Building Care Services (BCS) Paul Yosef Incitti has over 30 years of cleaning and maintenance experience. Paul managed his family’s boutique hotels in Upstate NY. He was Director of Residential and Commercial Operations for Royal Cleaning in NYC with 150 people under his command. Paul has also been trained and certified as a mold remediation expert, and built the franchise maidoncall.com and has been in business in Israel since making Aliya in 2007. As a young adult, before earning his Electrical Engineering degree at Polytech in NY, and PMI (Project Management) certification Paul built homes and did renovations in upstate NY. The remaining BCS management team has over 60 years of management, maintenance and logistics experience.

What is BCS Israel?

BCS (Building Care Services) Israel is a full service A-Z construction and cleaning contractor, with over fifty years of experience in a wide variety of services that relate to properties.

How did it all begin?

After I made Aliyah, I was doing this kind of work on an odd job basis for a year or so. I found that every customer I had encouraged me to build a company, telling me that they needed to get these services from a reputable, reliable and quality English-speaking provider. I listened to them, and thus my company BCS Israel was formed.

What are some of the services that you offer?

• Post-Construction clean up with extreme detailing • Certified mold remediation and removal expert • Window cleaning of any height through repelling • Carpet, upholstery and drapes cleaning • Renovations and new construction • Crystal floor polishing/floor refinishing • Painting – basic interior/exterior painting • Light building repairs, handyman services • Heavy garbage removal/sewer spill clean up 18

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Deep, thorough residential cleaning (beyond Pesach level) Rental property preparation Property management Vaad Habayit services (public spaces: hallways, lobbies, stairwells, sidewalks) Who are your clients?

Our clients consist of private residences, property managers, building management personnel as well as offices and commercial structures. We also work with architects, designers and other contractors who don’t provide such an extensive suite of services. Our services are great for anyone who wants a licensed, legal, insured contractor handling their services.

Do you have your own staff or do you hire different companies for different jobs?

All jobs are performed by our own people, unless there’s a requirement for a specified licensed sub-contractor such as electrical or plumbing. The people we sub-contract with have experience working with us on prior projects and have developed great working relationships with us over the years.

What are the advantages of using one company for so many services?

Quality, reliability, accountability, knowledge, experience and flexibility. And obviously, it’s so much easier to buy one individually tailored package to meet all of one’s needs, than to have to deal with six different companies. Even just keeping track of all their names and phone numbers is one big headache!

The myth in Israel is that these services are to be separated for some reason. As a service provider in the U.S. you had to be able to perform all of these services as one company. The people/crews performing the tasks have specific knowledge and experience in these individual areas.

What type of renovations do you do?

We do bathrooms, kitchens, tile floors, parquet floors, plaster walls, windows, stairwells, demolition or new construction. We are widely used in complex retro fits where a unique solution is being sought.

Is your work guaranteed? How?

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Yes, we offer a monitoring package for any mold problems for which we have provided solutions. When it comes to any of our contracting projects, since we are the ones who built it, we are always available to come and see if there is an issue. We generally don’t have these kinds of issues, but we certainly are available for our customers.

Do you do only big jobs or can someone call you just to get their couches cleaned?

We are very flexible and can handle anything from large projects to simple ones such as cleaning couches. Whoever wants or needs our service will find their answer with us. We like to work and we get our customers what they want. Can you believe it? It’s true!

What about painting?

Our painting solutions are geared towards fixing up rental apartments or providing a one-color or two-color solution, dealing with mold problems and the like.

With such serious installation problems in many homes in Israel, how are you able to tackle mold effectively?

It’s true that the diagnosis and discovery process can be complex. The solutions can also be complex. In each scenario, we effectively tackle moisture issues and provide a written plan for homeowners to follow when we’ve provided a solution. We generally don’t get called back unless the plan wasn’t followed or a separate moisture issue suddenly developed.

What has been the most memorable incident from your working career?

I’m saving that for the book! But to name a few: In Israel, providing services to Sir Martin Gilbert, The great Rav Pearlman and American Consulate members. In the U.S., various N.Y. based congressman, senators and The Marriot Marquis.

Can you provide a regular weekly cleaning lady? What would be the advantage over hiring someone directly?

We do provide this service to property managers with multiple properties that are rented out to guests and visitors. We have a strategic alliance with ALL THE BEST ISRAEL to provide legal, trained, and insured housekeepers to private residences.

Although we gain a month this year, Pesach is not so far away anymore – what services do you offer a regular homemaker for cleaning season?

We offer an extremely deep and thorough intense cleaning of your home by the meter. We combine Pesach with spring cleaning and bring a whole new spirit to the process. We clean where most homeowners don’t even think to clean.

How many staff members do you usually send at once for Pesach cleaning?

Depending on the size and need – two to seven people – possibly more What do you think can be done now to make Pesach cleaning easier?

You can already start with carpets, upholstery, mattresses and cabinets – in general, any places you can keep chometz away from and under your control.

What do you find is the biggest hindrance when your staff comes to clean a home?

Generally it’s the preparation that the homeowners said they would do, but didn’t, that we end up working around. These

things happens and there’s not much we can do. We strive to give the most excellent service that can be provided under the circumstances.

What changes did you witness in the Anglo-Israeli population over your years of service?

I have seen many more people come into the same space as me and most all of them for the same reasons. Opportunity is small here in the Hebrew speaking world but I have also seen that start to change as well. More and more Israeli founded companies are expanding their service capabilities and their global reach with their businesses. I believe in a strong Israeli economic base and a smooth integrated Anglo-Israeli population by working towards one goal.

What is your goal for your company’s future?

To continue providing the best possible services for those who need them.  info@bcsisrael.com 02 678 6234 English 0542427613 Hebrew 0547775528 Skype: bcs.israel www.bcsisrael.com www.BIZNESSMAGAZINE.com

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Managing Your

Allergies Is there any way to overcome a food allergy?

Interview with Dr. Robert M. Cohen, MD Dr. Robert M. Cohen is American board certified in both Allergy and Pediatrics and holds an Allergy Specialty Recognition from Misrad Habriut.

Dr. Cohen was the founder and senior partner at The Allergy and Asthma Center in Atlanta, GA for 23 years. He was an active clinical researcher and he served as Director of DataQuest Clinical Research Trials. He also served as senior staff allergist for The Georgia Pediatric Pulmonary Associates, the largest pediatric pulmonary practice in the U.S. Dr. Cohen was twice recognized by The Best Doctors in America.

Why did you decide to specialize in allergies?

I began my professional career as a pediatrician. I realized that a very large percentage of my patients were suffering from a variety of allergic disorders or asthma. I was practicing in a city under-served by allergists, and decided to leave my pediatric practice to do a two year fellowship in Allergy, Asthma, and Clinical Immunology.

Where do you currently practice?

I am currently practicing at the Family Medical Center (office of Dr. Barry Dinner) in Ramat Beit Shemesh.

What do you find are the most common allergies/conditions?

I estimate half my patients are children and adults suffering from respiratory allergies, namely allergic rhinitis (hay fever) and allergic asthma.

But, a large and growing percentage of my patients are those with food allergies. Interestingly, thirty years ago I would see one or two patients a week with food allergies. Now, on any given day, at least half of my patients present with suspected food allergies!

Why does it seem that allergies are increasing and even differ by country?

A great question, but unfortunately we have no answer. But clearly, food allergies are now at “epidemic” proportions. There are many hypotheses as to why the incidence has increased so dramatically, but I suspect there are many contributing factors.

A landmark study done here in Israel sought to explain the increased incidence of food allergies. The results revealed that the incidence of peanut allergy in England was five times higher than that in Israel. The study suggested that the early introduction of peanut allergen into the diet created a protective effect against the development of peanut allergy. Here in Israel babies are given bamba or other peanut products at around six months of age. In England, introduction of peanuts is typically delayed until the age of three. Subsequent studies have also proven that early introduction of allergenic foods to infants lowers the incidence of allergies to those foods.

These findings have made pediatricians and allergists reassess the optimal time to introduce foods to babies and infants.

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Yes, and no.

Yes, there are oral desensitization protocols which can make one more tolerant of the allergen and reduce the risk of a serious reaction after accidental ingestion. No, because this treatment is not yet available at the allergist’s office due to the risks involved. It is important to mention that many food allergies will resolve over the first few years of age with absolutely no treatment at all.

What symptoms do you see in a baby with an unidentified food allergy? How do you go about identifying it?

Allergies in babies can present in many ways, such as irritability or colic, frequent vomiting, or a chronic rash such as eczema. But, diagnosing the cause(s) of allergies in babies can be quite challenging.

Identifying the food responsible for allergic reactions is much easier if symptoms appear immediately after eating. In such a case, the baby should be allergy tested to the suspected food and sometimes to the eight foods responsible for 99% of allergies in babies and infants: milk, soy, eggs, wheat, fish, peanut, walnut, and sesame. Babies can be tested from six months but the accuracy improves as the child approaches one year of age.

When should people go to see an allergist?

If allergy symptoms do not improve with simple allergy medications, or if symptoms are severe enough to affect one’s quality of life, or result in missing days of school or work, then a formal allergy evaluation is in order.

Is there anything unique in your approach to allergy testing or allergy treatment?

It is in regard to immunotherapy that my approach is quite unique. Rather than giving allergy shots, I attempt to desensitize my patients with Sublingual Immunotherapy, commonly called SLIT or allergy drops. SLIT therapy has been used in Europe for decades and is now gaining popularity in the United States. To my knowledge, I am the only allergist in Israel that offers SLIT. SLIT has many advantages over allergy shots, the main ones being its safety and the opportunity to desensitize children as young as four years old.

My approach to allergy testing is quite standard. I do skin testing for both inhalant and food allergens. This simple non-invasive test is applied to the forearms or back, and the results are available in just 20 minutes.

What is the most rewarding aspect of your work?

I have truly been blessed to have treated thousands of patients who have suffered from allergies, some quite minor, many lifethreatening, and every degree of severity in between. Upon making aliyah, I decided to continue my professional career, hoping to improve the quality of life of allergy sufferers here in our community.

My work has been truly rewarding and I thank HaKadosh Baruch Hu for the opportunity to make a difference.

Dr.Cohen sees both pediatric and adult patients through Meuhedet and Leumit or privately. Appointments can be made by calling 02-995-3330. 

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A Familiar Great Taste in the Heart of Jerusalem Interview with Itay Ben-Yair and Elran Barshishat, owners of Greg Cafe at the Mamilla Boulevard, Jerusalem It seems that where ever I go, I see another Greg Cafehow and when did they open for business?

Cafe Greg was founded in ‘94, in Haifa. After more than 20 years, we currently have more than 100 branches countrywide, and we are thought to be the leading and most developed coffee shop chain in Israel.

How did you get involved in Greg’s and how long have you been open in Mamilla?

Our story began around 15 years ago, when we incidentally met each other. We became friends, and over the years we developed ourselves professionally. We always dreamed of coming full circle, and becoming partners. Five years ago, with our accumulated professional knowledge and the necessary experience, we opened this branch.

The story of our Mamilla branch begins in the year 2011. The founder of Cafe Greg, Mr. Yair Malka, decided that it would be appropriate for a chain that is aiming to lead its line of business to have a branch in the Holy City, Jerusalem. The Mamilla 22

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neighborhood in Jerusalem, as a high-end recreational area, was chosen for the location of the new branch. We received a personal invitation to be the first representatives of Cafe Greg in the city of Jerusalem.

This Cafe is the fulfillment of our dreams. We were two young entrepreneurs who made it by the sweat of the brow, and opened their own business.

How have you helped other Greg Cafes get started?

Our cafe was the first branch of Greg’s in Jerusalem, so we were the forerunners of Greg Cafes. Whenever the company decides to open another branch, the training and learning of the ropes are done in our place. We offer of our knowledge and experience to the new branches.

Why do your customers choose Greg’s over the other restaurants in the area?

Whenever you choose Cafe Greg you know what you are getting. That familiar great taste brings our customers back over and over again. Our menu offers a wide and varied selection

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cream, berries and cookies.

What are the three most popular dishes currently on your menu?

A common choice is our breakfast. It was chosen by many surveys as the best breakfast in Israel.

Other top sellers on our menu are Penne Pizza- a favorite dish made of penne pasta freshly cooked in rosé sauce and creamed with mozzarella cheese on top, and Halloumi Salad, a real winner. It is a salad of many vegetables with halloumi cheese, mushrooms and walnuts stir-fried in sauces that create a wonderful culinary experience.

Does the restaurant have options for the health conscious or vegan customer, or people suffering from different allergies?

As can be expected, our menu has many varied healthy and vegan dishes, as well as many gluten free dishes, including gluten free bread.

In America, they say “the customer is always right”. Many olim are a bit disheartened when they find out that this is generally not the case in Israel. What is your approach to customer service?

and mehadrin supervision. Our service is professional and courteous, so an enjoyable experience is always guaranteed.

What can you tell us about your kitchen?

Our kitchen has eight cooks and one kashrut supervisor, who is always on the premises. We believe in choosing kitchen staff of a high personal caliber. Our kitchen is young, lively and Israeli, consisting of soldiers who’ve finished their service and yeshiva students with cooking experience and a personal interest in kashrut, which we are very careful about.

Does your menu change? If so, how often?

We update our menu once a year, this year we changed the menu at the beginning of February. Our update is done using the feedback that we receive from our customers about what they liked more and what less. This year our menu has a number of innovative new options that I think will become very popular: Mexican salad, made of fresh and stir-fried vegetables, with cheese, nachos and Mexican style sauces, and a new drink called Cranberry Cheese, made with vanilla,

We implement the American attitude. Our goal is that each client that choses us will leave satisfied. If your customer is unhappy, your service is a failure.

What do you enjoy most about restaurant life?

There are better and worse times in restaurant life. What gives us energy is the fact that our work makes people happy. People come to us to enjoy themselves and have a good time, and we provide this space for them. We enjoy catering to and being part of each event that is celebrated here, whether it be a birthday, bar-mitzvah, or marriage proposal.

Not long ago, a woman that moved here from New Jersey came over to me and told me that news of our restaurant had reached New Jersey and that we are the talk of the day. That is the kind of thing that gives us that push, the incentive to go on with what we love doing.  Sun- Thurs: 8 AM- 11 PM Friday: 8 AM- one hour before Shabbat Motz”ash: One hour after Shabbat until the last customer

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After we were given a good overview about the various types of contact lenses available (See Bizness Magazine, January 2016), we asked Dr. Hillel Cohen, an Einit optometrist, some questions relevant for anyone considering getting contact lenses for the first time.

What is the earliest age that you would recommend for a child to start using lenses?

There is no real age requirement. What’s important is responsibility. I think that from bar mitzvah age you can rely on a child to take proper care of contact lenses.

Someone told me to change from monthly lenses to daily lenses. This involves a considerable expense.

Why would I consider making this change?

Daily lenses are specifically good for people who don’t want to spend lots of time caring for their contacts and buying the necessary related products. However, the reasons for preferring daily contacts are not only convenience. The danger of infection with daily lenses is much smaller because they are changed so frequently. Often deposits and film builds up on lenses that are intended for long term use, in spite of using solution and caring for them properly. These deposits can cause eye damage such as eye infections, corneal edema, vision changes, corneal ulcers, and in extreme cases, G-d forbid, even blindness, can be caused by improper contact usage.

PROPER METHODS OF BUYING AND CARING FOR CONTACT LENSES • Fitting of contact lenses should only be done by a professional optometrist.

• Before wearing lenses for the first time, you must get instructions from a professional on how to insert the lenses and care for them.

• Do not buy contact lenses at private (home) sales. These unauthorized dealers may sell you lenses that don’t fit your eye properly or have not been properly stored.

• Before handling contacts you must wash your hands with soap and make sure the contact case is clean.

• When relevant, lenses should be inserted into the eye before makeup is applied so that there will not be any particle of makeup between the lens and the eye. Lenses should also be removed before makeup removal.

• Don’t rinse contact lenses with water. Water may contain germs which can penetrate the eye.

• Contact lens solutions should be stored in a cool, dark place.

• Your contact case should be changed every three months, so that dirt and germs don’t accumulate.

• It is important to see your optometrist for regular check-ups to ensure that your eyes are healthy and to check if your prescription has changed.

• Under no circumstances should contact lenses be worn longer than the recommended time.

• Do not sleep with your lenses in your eyes. When your eyes are closed there is not enough oxygen in the eyes. Additionally, during sleep there is friction between the contact lens and the cornea which could cause infection or corneal abrasion. If you accidentally fall asleep without removing your contacts, you should remove them when you wake up and give your eyes a rest and a chance to recuperate. In the event of eye pain – contact a doctor immediately.

• Do not wet the contacts with saliva or any other substance.

Einit’s optometrists often come across children suffering from vision problems that were not detected in time. Some of these children may have been called “problematic.” Others felt uncomfortable and didn’t even know why. Some had difficulty learning to read and write.

DID YOU KNOW?

When wearing contacts on a daily basis, it is very important to remove them and wear your glasses for an hour or two every day both to air out your eyes and to maintain their ability to see with glasses.

Dr. Hillel Cohen stresses the importance of eye examinations for children under three to prevent the problem of lazy eye. “When lazy eye is identified under the age of three, the problem can be solved. After this age it is more difficult to treat.” He recommends being examined by an ophthalmologist or an optometrist and not to settle for the examinations conducted by Tipat Chalav.

An additional examination should take place before beginning school. “Before beginning first grade it is important to take a vision test again, even if the vision was previously normal; this is to make sure that no vison problems will disturb the child during the school year.”

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Traveling in Israel?

Do it Right!

Interview with

Shlomo Scholnick,

Founder and CEO – Travel Deal Israel

Traveling to Israel is different from traveling anywhere else in the world. No matter where you live when you come to Israel you’re coming home. Enter, Shlomo Scholnick, CEO of Travel Deal Israel, a thriving local business that has been around for over 15 years.

Travel Deal is a leading provider of travel services for groups, and individuals visiting Israel. Since 2000, Travel Deal has built a reputation

as a major player within the travel industry. As one of Israel’s largest wholesale tour operators, Travel Deal has a relationship with major hotels throughout the country which enables them to get better deals and better service for their clients.

We know success when we see it and we are thrilled to share it with our readers.

What is Travel Deal Israel all about?

We don’t book airline tickets. We leave that to others. We stick to what we do best: Getting you the best prices on hotels, tailored family tours, and other land arrangements like VIP assistance at the airport, van transfers or car rentals. But we don’t stop there.

After we get you the best price, we stay in touch to make sure your accommodations are everything you desire. And that’s how Travel Deal Israel wants you to feel; it’s our mission for you to “see the good land” and “to see that it’s good!”

So that’s why we make sure you have the best experience – and the best deal – possible.

What prepared you in your life for having created and managed this thriving company?

Well siyata dishmaya would be the main thing really. As one of eight children, growing up in Israel was not smooth sailing. My parents were hard workers and I knew that if I wanted to make it, I had to be hard working and ambitious. The analytical skills that I gained while learning Gemara in the yeshiva system have helped me tremendously in life and in business. Beyond that, I had lots of determination to create what I had in mind, without really knowing how it would all turn out.

What were your dreams in regards to business during your teenage years?

To start my own business! Although I had no idea what field it would be in.

How did you decide to get into the travel industry?

I worked as an administrator for an American yeshiva after I got married, so I was in constant contact with parents. The parents would come in for the winter break and sometimes ask for help with hotel arrangements and car rentals. Soon after, I felt I needed something more challenging and started Travel Deal Israel.

When did Travel Deal open and what were the most difficult challenges you had to overcome?

I launched the company at the end of the year 2000 when the second intifada started. The tourist industry was not doing well, to say the least. Hotels were firing staff and closing down entire floors to save on maintenance. I remember calling the Ministry of Tourism to apply for a license. The reply I received was: “a license for what?” When I responded that I was starting a company for incoming tourism they simply responded: “NOW???” The beginning was tough as beginnings always are…

What were your doubts and fears when you started Travel Deal Israel?

I guess the same fears everyone would have… Will I succeed?

Where will I get the money to start my business?

What was your vision?

Well, it was all about service to me. At that time I knew very little about the hotel and tourism industry but one thing I knew for sure was that service in Israel was non-existent and new olim as well as tourists who come for a visit will need someone they

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can rely on to become the “buffer” between them and the entire industry. I decided to become that person.

What are the main advantages your customers have when booking through you?

• Accountability: With Travel Deal, you have an actual person you can speak with to work things out, whenever needed.

• Knowledge: Our agents know all the ins and outs of travel. Are you visiting Israel for the first time? Instead of deciding where to go based on anonymous comments on a website, speak to someone in our offices who will refer you to the best spots in this tiny country that we take personal pride in.

• More for your money: When booking an expensive trip, travelers want to see everything and experience the best the destination can offer. We can ensure you that the money you spend will go a long way.

• Setting an itinerary: While some people enjoy “just winging it,” we at Travel Deal Israel can give you a clear-cut schedule of what will be happening on a day-to-day basis, and keep a clear record of everything that’s included in the trip.

• Budgeting: Travel Deal Israel can help you map out exactly how much a trip will cost, so there are no surprises. We’ll guide you and help you save your money!

• Details: We all know to expect the unexpected, but it still feels good to have a backup. So if things don’t go as planned, Travel Deal has the resources and the contacts to get you and your family to the head of the line.

• Resources: After being in the business for over fifteen years, we have created a personal connection with all leading hotel managers in the business, as well as front desk managers, the reservation centers, over 100 certified tour guides whom we personally match you with and all the major tourist attractions.

• Exclusivity: Let’s face it; we all want to be a little bit different.

We use our exclusivity to help you with yours.

• Time: Researching the perfect trip can take up a lot of time.

We at Travel Deal will do the research for you, and at the same time, learn your family’s specific needs.

• Leverage: Travel Deal spent years developing long-term relationships, and hotels understand how important our repeat business is to them. Travel Deal has leverage with most hotel companies and resorts, and we are more likely to get you what you want than if you tried on your own.

What motivates you now and what’s you ambition at this stage?

Succeeding in what I worked so hard to achieve and to be able to keep up with the fast growing expectations people have when it comes to servicing them. When I first started 15 years ago people were not “connected” the way they are today - with easy access to their emails and messages. My staff can reply to 100 emails within the first two hours of a working day and once they are done, people from around the world in different time zones have already replied once or twice and so on.

What are the biggest lessons you have learned in your career?

• Genuinely offer service and not just “sell it”. Many business “sell” good customer service by advertising it, but when it comes down to it they don’t really offer it.

• Be unique in the way you treat your clients. Go the extra mile

so they will appreciate you as much as you appreciate them.

• Be a great boss by treating your own employees with the patience and respect they deserve. They are instrumental to your success.

How do you deal with an upset client?

It really all depends on the situation. I found that there are two things that solve most problems almost every time.

Number 1: Letting the client speak out the problem without cutting them off. Aside from being a listening ear and allowing them to vent their frustration, we gain an understanding of what’s really bothering the client. Then we have the task of trying to solve the problem in the most efficient way possible.

Number 2: When possible, giving the issue a few minutes to “sink in” can also be very helpful, as most issues solve themselves.

Case in point: Last week a client called our office at 5 PM. He had just landed and the driver we reserved for him was nowhere to be found. This is a reputable van company that we have worked with for years and we never had a problem with them. We asked the client for five minutes to either try to locate the driver or find a different arrangement. I called the client five minutes later to discover the driver had found him and all was good.

At the end of the day, no matter what you do, people may complain about something, and it’s our job to work through it and make sure they are as happy as they can be.

What’s the most challenging customer service case you ever had and how did you deal with it?

As you know, when you travel anything can go wrong and it’s out of our hands to guarantee it won’t rain, you won’t be snowed in, or you won’t get a flat tire at 2 AM on your way back from up north. So when these things come up they are all challenging. But I’ll share our favorite Travel Deal stories: We received a call from a client at 1 PM that she just woke up and missed breakfast because… the hallway was painted recently and the fumes from the paint knocked her out and she wants us to credit her for breakfast (not just because maybe she landed in the wee hours of the night and she may have a case of jetlag?!). Or the time when a client called us that someone stole her underwear from her room - and wanted us to credit her for it. How we dealt with those situations I’ll leave to your imagination.

What do you think has been the key to becoming one of the top travel operators in the country?

I think the answer to that would be Service, Honesty, Efficiency, and Integrity - it all speaks for itself.

What’s your goal Travel Deal company?

My goal is to make sure each and every one of our clients have the best experience and best price possible. When traveling in Israel we are always available for you.

If you had to start again, what would you do differently?

Absolutely nothing! Everything that has happened is total siyata dishmaya so if you believe in it you will know that no matter what route you take you will find yourself right back where you belong.

So keep our number handy- you’ll want to give us a call…  Israel: 02-999-8440 Toll free from US: 1-866-376-6716 WWW.TRAVELDEALISRAEL.COM www.BIZNESSMAGAZINE.com

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Expert

MO

MO RTG A G E

Rich Man, Poor Man

By Moshe Wilshinsky, CEO, Moville Mortgage and Finance Ltd.

T

ax evasion is illegal (true in whichever country you are living in). Tax avoidance, however, is legal. Tax avoidance is defined as the legal usage of the tax regime in a single territory to one’s own advantage to reduce the amount of tax that is payable by means that are within the law. Not surprisingly, it is a multibillion dollar business, with a plenitude of accountants, tax consultants, and investment advisers receiving substantial fees for their skill in minimalizing or completely erasing a private company’s profit or an individual’s private income. In a small business, you are allowed to include expenses such as a percentage of home utilities if you have an office at home. These expenses exist for a salaried employee but the mortgage bank does not use them in their mortgage payment to income ratio analysis.

Even on a lower income level, any small business person worth his or her salt will want (quite legally and properly) to include every single allowable expense in order to minimize earnings by maximizing operating expenses, but this may have unexpected and unwelcome consequences.

While Israeli mortgage bankers are not mandating income tax compliance (yet), they tend to rely heavily on official Annual Tax reports; and serious questions arise when tax evasion is obvious.

The Bank of Israel (the Israeli Banking Regulator) introduced a regulation setting a maximum percentage of the borrower’s monthly income that can be used for the monthly mortgage payment (i.e. they are dictating what loan payment is affordable).

Based on this regulation, in most cases the bank needs to look at current as well as previous (two years) income. This makes documenting income much more important than ever before. Furthermore, banking regulation introduced as a result of the crash in 2008 also ties the perceived risk of the borrower defaulting to the mortgage interest rate the bank is likely to use for the mortgage that borrower will be offered.

Before this new regulation, even though a borrower’s tax reports did not show income, if they had other ways of showing cash flow to pay the loan, many mortgage banks understood there is more to meet the eye than what is reported in his tax forms and, since it was up to their discretion to consider what is income, a loan could be approved.

For a borrower who is an employee and not a principal, this new regulation had little effect on their ability to qualify. For the self-employed borrowers the effect was significant.

As mentioned above, a small business person who has added 28

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every expense he can find to his tax filing will have a hard time getting the mortgage banker to understand which expenses did not need to be there. While you are giving an honest description to both the lender and the tax authority, the fact that you have included every expense in your operating income for the report to the tax authorities now has undesirable consequences.

As long as there was actual cash flow (meaning you really did make money), in some cases with the assistance of a sophisticated mortgage banker or the help of an experienced and knowledgeable mortgage broker, an analysis can be done to show just that, and thus to prove that the ratio of income to mortgage payment is sufficient or even good. There are also other ways that an experienced and knowledgeable mortgage broker can help explain an entrepreneur’s income; but keep in mind that Yaish M’Eiyin (something from nothing) is only in the realm of the One above.

It is important to remember that the picture of just making ends meet you present at tax time to the tax authority will not be received so sympathetically when it comes time to qualify for a mortgage. In other words, while you may be able to feed a “poor boy sandwich” to the tax authority, making an argument to the mortgage lender that your net income is really much higher than what is reported may be too rich a story for the mortgage bank’s underwriters to swallow. 

Bizness Magazine

073-796-2226 ext. 711 questions@movillefinance.com www.movillefinance.com

02 999 3939

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“…A resource that any Jerusalemite on the hunt for electrical products simply cannot skip.”

Interview with Avi Moshe, Founder and CEO of Salon Yerushalayim Appliances How did Salon Yerushalayim begin?

After five years of service in the IDF, I arrived in Jerusalem and – together with a partner – opened Salon Yerushalayim. The name came from the fact that at the time we sold furniture, along with electrical appliances.

What were the biggest challenges you faced when you began forty years ago?

To gain a foothold in the market, gain a reputation, and begin to build up a customer base completely from scratch.

How did your dedication to the business help build it up into the reputable business that is today?

In the early years I did everything myself: sales, deliveries, and bookkeeping. In order to succeed in a business you have to be involved in all aspects of it.

Over the past four decades there has been such exponential change in technology, yet good values are timeless. What business values have you held on to from the start?

The values ​​that have accompanied us from day one are above all reliability, service at a level above that of the other local stores, and uncompromising professionalism.

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What items do you sell?

We sell all household electric appliances: refrigerators, stoves, dishwashers, stovetops, washers, dryers, televisions, and numerous small electrical appliances.

Can you special order an item for a client that you don’t usually carry?

Certainly. You can special order any product. Over the years we’ve managed to obtain hundreds of different models on special order for our customers.

Do you have English-speaking staff who are familiar with the needs of the Anglo community?

Of course. My son, Nir, is responsible for English-speaking customers, making sure that we offer them the highest quality service and provide solutions for the requirements of non-Hebrew speaking customers. This includes, for instance, setting appointments with companies for service and installation of the various products; assistance with technical issues; and accompanying the customer right through the process until the product is received.

How do people know about you?

As a veteran business with over forty years of experi-

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ence, we’ve become a household name to three generations of customers, and we’ve built up a reputation as a resource that any Jerusalemite on the hunt for electrical products simply cannot skip. We also advertise in a variety of different media: radio and Internet; and we target specific sectors, so that we can reach the various target audiences that make up Jerusalem.

Are most of your clients in Yerushalayim or do you have clients from other parts of the country?

The majority of our customers are indeed Jerusalemites, but we have customers hailing from all over the country, from the Golan Heights in the north to Eilat in the south. We work with the largest shipping companies, so we have no problem sending products anywhere in the country.

Do you have specific sale seasons?

Yes, we have several: firstly, the holidays (Pesach, and the period spanning Rosh Hashanah through Sukkot) in which we offer special deals; secondly, in the summer and winter we offer special prices on air conditioners and electric appliances for home heating/ cooling; and finally, the end of the year sees special promotions, including Black Friday, with significant discounts on products for the entire week.

Do you check out an appliance before selling it to your customers?

All products sold in the store must fully meet the standards of the Ministry of Economy and Industry and the SII (Standards Institution of Israel), so that customers can be sure they’re getting reliable products tested prior to use. It goes without saying that all products come with full guarantees from the official importers.

What’s the advantage in coming to you over the big chains?

In two words: personal attention! In the large stores, the customer is just another consumer; and the advice given by the salesperson will be determined more by the chain’s sales agreements and the corresponding need to “push” certain more profitable products, rather than being professional and objective guidance. As a private store, we have no vested inter-

est in one importer over another. Instead, we focus on getting customers exactly what they need. The personal approach is also reflected in our post-purchase customer service, where each customer receives personal attention when any service problems arise, instead of being left to deal single-handedly with an array of unfamiliar technical terms.

What if a client is unhappy with a purchase?

According to Israeli law, the consumer has the right to experience a change of mind, and return the product within fourteen days, provided it is sealed in its original packaging.

Moreover, whenever there is any problem with our products, we are right here at the customer’s service, and he can simply return the product and choose another in its place.

What’s the most valuable lesson you have learned through your business?

Reliability and service are the most important features for customers. When a customer comes to us, we first of all try to figure out exactly his needs, his budget, and his technical requirements from the product, so that we can locate a product or suite of products to meet these needs – and all this at the best price in the market.

What do you enjoy most about what you do?

Jerusalem is Israel’s most diverse city, and I love the interaction with our range of customers, to provide them with high-level service and afterwards hear from new customers that they came via the recommendation of a friend or relative who bought from us. In the end, our customers are our greatest ambassadors. On a more personal note, as part of being a Jerusalem based business we’re proud to be the sponsors of HaPoel Jerusalem basketball club and at the halftime of every game there’s a tradition of giving a gift from us and other sponsors to a children facing challenging medical situations. That moment when you can make a child’s day a little better is priceless and it’s a tradition we’re proud to be a part of.  02-624-5537 www.salonyam.co.il www.BIZNESSMAGAZINE.com

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Expert

DC

DENTAL CENTER

Closing the Gap

By Dr. Eli Gherman, DDS

W

hile attending The American Association of Orthodontics annual meeting in California, I spotted some great T-shirts for my girls. They had The Gap logo, and some braces, and read “Closing the Gap”. This referred to closing spaces that patients often have between their teeth.

A week later I realized the great panic I had caused, when many of our friends wondered why their teenage girls were pressuring them to get to the malls quickly before The Gap closed down.

What causes people to have spaces between their teeth?

Genetics is often the main reason. Such as having a large jaw with small teeth, missing teeth from birth, a large tongue that pushes the teeth apart or a strong muscle between your lip and gum called a frenum, which can cause a space.

Other reasons include habits such as thumb sucking, pen chewing and tongue thrusting. Bone loss is another reason the teeth can start to space.

Should all spaces be closed?

I once had a patient that I was treating for a bad bite. The least of his problems was a space he had between his front teeth. As we were getting to the end of his treatment, I put on the finishing touches and closed the space between his front teeth. When I handed him the mirror I noticed he was very concerned. I asked him if anything was wrong with his smile. “No” he said, “it looks great Doc, but can I have my space back?”

He explained that the space was a family trait, a sign of royalty. His father had a space, his grandfather and great grandfather going back for many generations.

I calmed him down by explaining that the same way I closed the space I could re-open it, and that the space would stay in his family for generations to come.

That space would stay open for cultural reasons.

Often in a young child there are spaces that are normal and should stay open.

Some spaces that are due to missing teeth will also need to stay open, and often widened to allow the dentist to restore the space with the proper size implant or bridge.

Most large spaces, however, that are not due to missing teeth, should be closed.

Most often adults come to close spaces for aesthetic or social reasons. A study by Dr. H Kerosuo in the European Journal of Orthodontics found that people with significant spacing be32

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tween their front teeth were perceived to be less intelligent and of a lower social status, when compared to the same individuals when the space was closed. Closing spaces, however, is not just for aesthetics. Large spaces can block other teeth from coming into the mouth. Some large spaces prevent the forces on the teeth from distributing properly and can cause collapse of those teeth that are unsupported. Closing large spaces can also help to reform new bone.

Here are two patients I treated. In both cases the space was so large that we decided to close nearly all the space, but then to add bonding material to the side teeth to give a more esthetic result and prevent the spaces from re-opening.

Before

After

Before

After

When a patient with spacing comes into The Rechavia Dental Center, we analyze the reasons for the spacing, which spaces and how much of those spaces should be closed for the best aesthetic and most long lasting result.

Dr. Gherman has been practicing orthodontics for over 15 years. He is a graduate of Montefiore Medical Center, an American Association of Orthodontics accredited Post Graduate program.

Call us to set up an appointment. There is no charge for your first consultation. 

Bizness Magazine

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Expert

PT

PERS O N A L TR A I N ER

“Perfect Practice Makes Perfect”

By Jerrold Hyman

P

ractice makes perfect.” Despite what you may have heard from a parent, friend or teacher during or following a music lesson, sporting activity or any other learning endeavor, practice, does NOT make perfect! Practice makes permanent.

PERFECT practice makes perfect!

“Perfect practice makes perfect” and “practice makes permanent” are two important, true statements that must be strongly considered by anyone supervising an activity requiring mastery and understanding. Otherwise, you might set up the student for difficulties and obstacles in his personal pursuits.

I’ve been instituting and applying such practices for over thirty years as a teacher and educator and have repeated the perfect practice mantra to my students, colleagues and co-learners over the same period. Let me illustrate and explain why it’s so important.

If one follows the practice makes perfect idea, one can fall into the trap of practice making permanent. This means going over something one, two, ten and hundreds of times, embedding neural system pathways in the student’s nervous system. When it’s a movement or thinking pattern, it can become so comfortable that it’s terribly difficult to change the behavior. This affects every part of our being that utilizes a nervous system pathway, including thinking (mental), emotional (psychological), physical, social or even spiritual and any combination therein.

We know how difficult it is to change undesirable behaviors which have become “habit.” It might be yelling at someone, becoming angry or standing in the same pattern repeatedly over years; it might be shooting a basketball with incorrect biomechanics. The list is theoretically unending.

We tend to follow the path of least resistance. It takes much more effort to overcome the comfort level of what’s already in place and establish a new neural pathway. It makes more sense not to practice wrong, not to practice mistakes and establish permanent bad habits.

These bad habits that become difficult to change can put one at risk of injury for repeated improper physical alignment and can even ruin relationships.

One example can be summed up as follows. Picture a home with a clean, clear pathway to the front door. When you walk out the front door and walk on the path, it’s clear sailing, easy and smooth. No impediments. But what happens when ten inches of snow fall? How easy is it to walk down the pathway now? You have to work a lot harder. You have to lift your knees higher; you have to put your foot down more carefully. It’s slow going. How many times do you need to walk over the new pathway that’s being developed in order to have that smooth ride? Will it ever be as clear as the no-snow pathway?

After much concentrated, hard work and effort, the pathway can

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become clear and smooth; however, the memory of the other, previously ingrained pathway still exists. And it still takes extra effort not to slip back into old patterns and thinking, whether consciously or subconsciously.

One on one study is generally the most effective way to achieve perfect practice. One only needs to look at the martial artist who goes off to study with the master for many years, or in the Jewish tradition, a student who lives and sits at the feet of his Rebbe. Similar examples can be found in every culture when preparing students to be the best they can be.

The next level is one on two or very small group study, and it goes from the there. As the group gets bigger, the learning has the potential to get watered down. What takes place for the learning to become perfect practice leading to mastery? At some point, the student leaves the nest and is capable of going out on his own; think a doctor starting a “practice”. What does the superb educator, parent or friend do to give direction to the students to help lead them down the correct path?

The proper implementation of specific feedback and positive reinforcement assists the student in learning properly and internalizing his practice to develop the proper neural system pathway. The information given to the student, “the correction” (specific feedback) is constant, consistent and positively reinforced immediately. In watered down learning, information may get to the student, but it’s a slower and less solid process than when teacher and individual student focus and concentrate on the best effort.

Good and great students can come from many different learning environments and excel. Some have the power to persevere and learn despite distraction, with insufficient corrective feedback and positive reinforcement. In any event, education happens best when perfect practice is employed with proper, timely, specific feedback and positive reinforcement, generally one on one, but not exclusively, to facilitate growth and development leading to mastery.

It’s important to find an educator who has mastery of his subject matter as well as the ability to create, establish and implement development in the proper learning environment. 

Bizness Magazine

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Expert

HP

Holistic Psychotherapy

The Victim Within

By Minda Garr, MSW

Persecutor

O

ne of the most useful concepts I have ever learned was during the 70’s, that of the Victim Triangle. It made so much sense to me that I taught it for years, and again recognized its power as I moved my focus to the healing of our hidden wounding.

The Victim Triangle is found in individuals, families, peer groups, work places, communities, politics – and just about everywhere that we tread as humans. Each position in the Triangle is significant. There are three roles – Victim, Rescuer and Persecutor.

These roles are interchangeable, and often people move easily from one to the next. Occasionally people become entrenched in one or two of the roles, and don’t venture into different positions.

There are times when the Victim Triangle is evident, as in abusive families where the roles of Victim and Persecutor may be clearly defined. Often the roles are very subtle, and difficult to discern. The most difficult is looking at ourselves and seeing how this pattern shows up in our lives.

The role of Victim is generally a one-down position. Both Rescuer and Persecutor are one-up positions. The Victim may feel he has no options. He may feel trapped and sorry for himself. He usually feels powerless. In his dependency, he looks for solutions outside of himself. The remedy for the Victim is to be found with the Rescuer. The Rescuer will often swoop in to save the Victim – from himself or others. The Rescuer has solutions and power, and is confident that all can be fixed. However, the Rescuer does not take into account that the Victim may be comfortable in his role, and doesn’t want to be saved. When the Rescuer encounters resistance in the Victim, he may move into the next one-up position – that of Persecutor. Here too he has power. But the power is one of aggression and threat. If you will not allow me to save you, then I will attack you until you are ready to be saved. Or I just might use my power to control you.

Here are two examples of how this model can show up – in an individual or a family.

Perhaps I had a bad day at work. Everything seemed to go wrong.

I was late turning in a project, had an argument with a coworker who wanted something from me. The Victim energy shows up when I start feeling sorry for myself. I consider quitting work. What’s the point of staying where I’m not appreciated? I should be paid more.

At this point the Rescuer energy may show up. The Rescuer tells me I’m really okay and there’s something wrong with everyone else. The Rescuer is eager to point out everyone else’s faults, assuring me that I’ve done everything just right, and of course I’m not 36

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Rescuer

Victim

Triangle

Victim appreciated the way I should be. The Rescuer may even direct me to ways that I can self-soothe – maybe it’s by eating that chocolate I’ve been eyeing all week, or by having a giant sized portion of ice cream. Next, the energy of the Persecutor is likely to swoop in, berating me for being out of control, eating more than I need, and reminding me that everything that happened was my fault.

In a family, one of the children is doing poorly in school. He feels unhappy, but unable to do better. Mom swoops in for the rescue, helping with homework, but ultimately doing it for him. Dad yells at his child for not working harder, and at Mom for doing things for him. Everyone ends up miserable and communication seems to be at a standstill.

One of the most important things about the Victim Triangle is recognizing that it exists. Once we acknowledge it, we can make amazing changes in our lives. When we choose to take responsibility for ourselves and our actions, and allow everyone in our lives to be responsible for themselves and what they do, we can move out of the energy of the Triangle into the energy of responsible and equal relationships. There are no one-up or one-down positions. There are only comfortable, inter-dependent relationships, with each person honoring and respecting the other. We learn to support instead of rescuing. And we learn to give feedback in loving, supportive ways.

We recognize that we are all fallible, and that making mistakes is just part of our humanity. When we accept ourselves and others as we are, encouraging and supporting with love, we will have balance and harmony in our lives. 

Bizness Magazine

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CHOOSING YOUR KITCHEN CABINETS How to Choose Kitchen Cabinets When you imagine designing a new kitchen, what is the first thing that comes to mind? Let me guess…cabinets!

Indeed. Cabinets are the main and most significant part of the kitchen.

Therefore, one should ensure that they are made in the right way and from the right materials.

AT KITCHENS WE PAY ATTENTION TO YOUR NEEDS AND PREFERENCES, AND PROFESSIONALLY DESIGN A KITCHEN TO YOUR SATISFACTION.

So before we start, just a reminder, a cabinet is made of two parts: the back- the cabinet itself without doors or drawers, and the front- the door, drawer, etc.

The back of the cabinet is usually made from sandwich board, MDF or chipboard.

(There is also an option to make them from solid wood but these types of cabinets tend to get warped due to high temperatures and humidity.) Of these three options, sandwich board is the best option. It will cost a little more but will last for years without disintegrating or swelling.

MDF is usually used for the front of the cabinet since it is easier to decorate (engraving, sanding) and lasts a long time in excellent condition.

The front coating can be made from several different materials: laminate, wood, polymer, veneer, oven-curing (epoxy) and more. Suitable coatings for different kitchen styles include: solid wood for a rustic style, Formica and epoxy for a modern style, polymer for an English style, etc.

You will have to make your decision based on the kitchen style that you want as well as the budget at your disposal.

Tip: Even if you decide to go, for example, with sandwich board coated with Formica (a relatively cheap option that is very resistant), you can greatly upgrade the appearance by using interesting handles.

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Expert

LC

LI FE C O A C H

Standing Up for Yourself

By Helen Abelesz

L

eah* was always apologizing, even when things were not her fault. “I’m so sorry. Did you want to go in front of me?” She never felt totally at ease with herself, and often felt the need to explain her actions. One day she heard her eleven year old daughter apologizing when someone had interrupted her. She recognized that her daughter had learned this behavior from her.

Leah also saw how her neighbor was full of confidence and knew what she wanted. She wasn’t going to let anyone get in her way. Leah realized that she lacked this self-esteem, and that she had passed on some of these insecurities to her children. She wanted that to change, so she gave me a call.

When I first met Leah, she was in her early thirties. She was a stay at home mother with four young children. She lacked self-esteem as a person, a mother, a wife, and in the other roles she had in her life. She found it hard to make phone calls, or insist on her rights, whether it was a taxi-driver unfairly charging her, in a government office or even her children’s school.

Her husband, who was successful, kept trying to encourage her to feel better about herself.

We began with activities designed to improve Leah’s selfimage, while simultaneously introducing some “me” time into Leah’s week. Leah began to understand that in order to be a positive role-model for her children, she needed to give herself some respect.

This was a challenge. For the past 12 years, Leah had always had a child in tow. We worked together to help her rediscover herself and what she liked.

Slowly but surely a new Leah began to emerge. She began to understand and appreciate herself a little more. She discovered that she enjoyed being out in nature, and especially loved flowers. She could actually imagine herself working with flowers sometime in the future when her youngest would start gan.

She was finding direction for herself.

Her husband began to notice the changes in Leah, especially when she stopped apologizing so often! But what excited her most was seeing her daughter stand up for herself when she felt her friend hadn’t treated her fairly.

If you, like Leah, are lacking in self-confidence, then give me a call today to arrange a free first consultation. Call me on 054-482-9815 or email me at helenabelesz@gmail.com.

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On a personal note, this will be my last article in Bizness magazine for the time being . I would like to say a big thank you to Bizness magazine as they have helped me on this journey to becoming a successful Life Coach. I have had the pleasure of being able to reach out to thousands of women every month and I hope that my articles have been helpful.

If you would like to continue to follow my journey and learn some Life Coaching tips, please like my Facebook page Life coaching for Women.  *Not her real name and all identifying features have been changed.

Bizness Magazine

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Expert

PA

PA I N TI N G

Mold 101

By Nachum Eilberg

I

t is cold outside. We are getting the rain we pray for and even some snow flurries in Jerusalem. Most likely you are warm sitting in your apartment. Your heating is probably on to the maximum as the electric company is reporting a surge in electric use. A few days into this weather pattern you begin to see mold.

Mold grows in damp areas. When it is cold outside and you have heat on inside, you end up with condensation on your walls.

A wall between rooms in your home (known as interior walls) will not get mold. It is only the exterior walls that have the contrast in temperature between the warm inside and cold outside that get the condensation. If you have a mirpeset above you it is very likely you will also have condensation on your ceiling and mold will form on your ceiling in addition to your walls.

We know we get mold from dampness caused by condensation. What can we do about it? One way is to avoid condensation.

You can do this by not having the cold meet the warm air. That’s right; don’t turn on your heat. You will freeze in your own home, but without the condensation you won’t get mold.

Most likely that is not the solution you want; in fact it should not have to be this way. If your home were built properly there would be insulation in the wall. Many of the newer units being built today have Styrofoam insulation built in to the walls. This places enough of a barrier between the outside cold and the warm inside to prevent condensation and mold does not grow.

What to do if you live in a place without insulation and you want to run heat? Do you really need to be concerned about mold?

Is it unhealthy or just unsightly? If you are renting is it your problem or your landlord’s? Should you move if you have mold? These are some questions we get on a daily basis during this weather.

Mold does not affect most people. However, mold can be very unhealthy for infants, pregnant women, nursing mothers, the elderly and anyone with respiratory disease or severe allergies. Even for these people mold is usually only problematic in a bedroom or another room where they spend many hours. Mold in a bathroom or laundry room that you are in for just minutes at a time is more unsightly than unhealthy.

To avoid the health issue all you need to do is clean the mold.

This can easily be done by wiping away the mold with bleach.

Since this type of mold is only growing on the surface from condensation, the mold simply can be wiped away and the health problems are avoided. The catch is that this is not a one-time solution; mold will grow back within days. It is best to wipe down

the areas with mold every three days to avoid health problems.

Of course, once the weather clears up, it is not so cold and you don’t have your heat on, you will not have to deal with cleaning mold. One thing to be aware of is that mold can be behind areas that are not easily seen. You may need to move a closet, a bed or anything else against the outside walls to clean the mold behind these areas as well.

The best option is to have your house painted with anti-mold paint. This will prevent mold from growing on the surface of the new paint. It does not last forever, but is guaranteed for five years and often is mold free for up to seven years. At that point mold again begins to form and you need to do this work again. A good percentage of our work is going back to customers where we painted seven years ago and it had been mold free all this time. Although Israeli paint companies make excellent paint, they still lag behind the USA paint companies in mold prevention. The Israeli anti-mold paints tend to last for one year. We use anti-mold paint imported from the USA for the best and longest mold prevention.

There is so much more to discuss about mold. We did not even touch on mold caused from plumbing leaks or water penetration.

These are more serious problems that need to be addressed even prior to painting with anti-mold paint. We always come prepared to evaluate the situation with a moisture meter, to determine if the walls are wet from water from an actual leak or if it is from condensation where our solutions are effective.  Nachum Eilberg of Walls R Us Painting, will be happy to answer any painting related questions. Please submit questions to nachum@wallsruspainting.com and perhaps your question will be published in a future issue. Nachum of “Walls R Us Painting” can also be reached at 052-611-9500 or by visiting the company website at: www.wallsruspainting.com 052-611-9500 www.wallsruspainting.com nachum@wallsruspainting.com

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Expert

PF

P ERS O N A L FI N A N C E

Now is the Time to Own Stocks

By Richard Gussow Certified Financial Planner

A

ctually, the title of this article is misleading. Yes, now is the time to own stocks. But I would argue it is always time to own stocks.

What did you say? Aren’t stocks crashing? Crash is a pretty strong word, but yes, in 2016 stocks are off to their worst start ever. But I wouldn’t call it a crash by any means.

Don’t confuse volatility with risk You might think that stocks are too risky. Warren Buffett, perhaps the greatest investor of our time, said that people confuse volatility with risk. Let me explain. Stocks are volatile, which means they can rise and fall sharply. So yes, if you are investing for the short to medium term (say up to 5 years), stocks can be risky. You may come in at a high in the market, just before crash. For example, had you invested in the S&P 500 index in October 2007, your stocks would have lost 50% of their value by March of 2009. Now that’s a crash, and it was one of the worst in history. However, by March 2013, stocks had recovered all their losses. Yes, it took several years, but eventually the market reached new highs, and patient investors – even those that invested just before the crash - would have made very healthy returns. And here is where the risk lies. Those people that did not invest in stocks missed out on one of the longest and strongest bull markets in history. The risk is that you may have kept your money in cash and missed the chance for huge gains.

Stocks for the long-run One of the biggest mistakes I see my clients make is putting their pension assets in low-risk investments. That may be fine if you are within a few years of retirement, but not when you have more than 5-10 years before retirement. That is because over the long-run, stocks have proven to have the highest return of just about any asset class. Every percent in extra return goes a long way. For example, putting $100,000 in an investment that returns an average of 5% over 20 years will leave you with about $265,000. Not too shabby. But when you increase that return by just 1% to 6%, you will have over $320,000 – nearly 21% more!

Over the last 20 years, the average annualized return for the S&P 500 was over 8%. That same $100,000 invested over that period would be worth about $482,000, over 50% more than our hypothetical 6% example. That is with only a 2% difference in annual return. Oh, the magic of compound interest.

But keep investments in low-risk assets to meet short-term goals Again, that is not to say that you should put all your money in stocks. You likely have some short-term goals that you would 40

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like to fulfill within the next couple of years – perhaps buying an apartment for yourself or helping your child buy an apartment, helping to support parents or children, having an emergency fund, etc. You may be close to retirement. Allocating the money earmarked for these goals to stocks is indeed risky, as anything can happen in the short-term. Your funds should be allocated properly between low volatility, low-reward investments (cash, short-term bonds, etc.), which should deal with your near-term goals, and high-volatility, high reward investments (stocks), which will fund longer-term goals such as retirement.

Proper allocation is the key Match up your goals to your assets. This is where a qualified financial planner can help. For example, at my firm, we look at your long term and short-term goals and compare them to your financial situation. We then recommend investment allocations according to these goals, or if necessary, adjusting your goals to be more realistic. Our rule of thumb is to equally allocate to financial markets, real estate and alternative investments in order to reduce volatility.

Remember, the sooner you start planning, the better your chances of meeting your goals!  The information is not intended to be and does not constitute financial advice or any other advice. It is general in nature and not specific to you.

Before using this information to make an investment decision, you should seek the advice of a qualified investment advisor and undertake your own due diligence.

Richard Gussow is a Certified Financial Planner, a US CPA, an Investment Marketer licensed with the Israel Securities Authority and a Pension Marketer licensed with the Israeli Ministry of Finance. You can read more about financial planning in Israel at his website: www.richardgussow.com

Bizness Magazine

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FR

Expert

FIR S T R ES P O N S E

By United Hatzalah

Winter 101

How to Safely Send Your Kids Outside in Winter

There are several ways to prepare children for the winter in order to keep them safe while outside: 1. Dress them in bright clothes- this way, they will stand out in the evening and when the sun is hidden behind the clouds.

2. Try to purchase clear umbrellas for your children so that they can see where they’re going.

3. Ensure that their scarfs and hats don’t cover their eyes, especially for young children that don’t manage so well with winter apparel.

4. Make sure your children know only to cross the street in lit areas and not to run while crossing as they may slip in puddles or ice on the road.

Frostbite and Hypothermia The human body functions within a limited temperature range.

Proper function of body cells demands a standard temperature between 36.5 - 37.5 degrees Celsius. Cellular metabolism is best carried out when the body is within the standard temperature range. A deviation of two degrees in either direction disturbs regular body function.

When the body becomes too cold, the body works to preserve body heat by reversing the same mechanisms: Contraction of peripheral blood vessels: Contraction/collapse of blood vessels directs the body heat from the skin towards the internal area of the body, to conserve internal body warmth.

Skin gets ‘goose bumps’: The hairs on the surface of the skin bristle in order to capture air between the hairs and create a kind of ‘insulation’.

Increased heat generation: Shivers and secretion of adrenaline and noradrenaline, which cause immediate amplification of metabolism and heat generation.

Hypothermia: A state of reduced internal body temperature lower than 35 degrees Celsius.

Causes of Hypothermia • Brief exposure to an extremely cold environment.

• Extensive exposure to a cold environment.

• Damage to brain centers responsible for regulation of body heat.

• Diseases causing aggravation of hypothermia.

• Drugs • Alcohol addiction • Trauma 42

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Symptoms and Complaints • Shivers • Muscle cramps • Loss of balance • Slowness of Thought/Apathetic • Arrhythmia accompanying progression of hypothermia (until bradycardia and ventricular fibrillation) Treatment • Remove the patient from cold environment.

• Remove damp clothing.

• Dry and cover the patient.

• Gently lay patient down, avoiding sudden movements.

• Preliminary treatment in accordance with ABC. • Monitor heart rate.

• Place heated blankets around the head, neck, chest and groin.

FROSTBITE Frostbite is freezing of the skin tissue as a result of extreme environmental cold.

The freezing process is accompanied by the formation of tiny ice crystals inside the tissues, and the transfer of water from inside the cells to the inter-cellular cavity.

When the ice crystals expand, they cause cell destruction, while the concentration of electrolytes inside the cells rises and causes additional cell damage.

The ice crystals damage blood vessels and tend to reduce, or stop, the flow of blood to organs.

Symptoms and Complaints • A background of cold in the extremities changes to increasing pain, which eventually decreases until the entire area loses feeling.

• The skin is red in the first stage, and during progression changes to white or gray.

• With severe burns - the skin is hard to the touch and inflexible.

Treatment • Refrain from heating the affected limb in an environment which is likely to cause recurrent freezing.

• The victim can take pain relievers before thawing.

• Place the frozen body part in lukewarm water - add hot water according to need to maintain lukewarm temperature.

• Do not massage the damaged area.

• Bandage the body part in a loose, dry sterile dressing.

• Raise the injured body part.

United Hatzalah wishes everyone a safe and warm winter! 

Bizness Magazine

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The Right Blender for You

W

e all know of that moment when reality hits. A new kitchen appliance is going to have to be budgeted for this month.

Luckily, this time it’s not big and expensive. It’s just one of those kitchen gadgets that have become a necessity for most of usthe ubiquitous blender.

Maybe your blender just went up in smoke, leaving an acrid smell in your kitchen, (this is what happened to us), or you’re tired of trying to puree your soup in the food processor, or maybe you want to start your baby on solids.

Before you walk into the store and are overloaded by all of the different options out there, think what your priorities are. It takes all kinds of blenders to suit all kinds of people, so decide what blender is a good fit for your lifestyle.

What will you be using the blender for?

Pureeing soups or smoothies, grinding grains, seeds or nuts and crushing ice are some of the uses that a kitchen blender is typically used for. The softer the food that you are blending is, the lower the wattage that you will need. For soft foods the appropriate wattage is between 300 and 600 watts. Blender wattage can run to about 1,500 watts, for pulverizing those tougher foods.

How frequently will you use the blender?

If the blender in your home takes up residence on your counter top and

is put to work frequently, definitely invest in better quality, which is usually directly translated into shekels.

Where will you store the blender?

If your space is limited, definitely take the storage of your blender into account. Buy your blender with the space in your kitchen in mindless space equals smaller blender. Think of the height of your cupboard shelves versus the height of the blender.

What are the speed options?

Blender speed options range from 2-20. Decide if you really need so many different speeds. The most important option is the pulse button, which allows you maximum control of the consistency.

Glass or plastic?

Glass is better for blending hot foods, as it won’t become discolored, and is generally easier to clean. However, it is heavier and breakable! Plastic pitchers tend to become scratched and stained.

How long is the warranty for?

Be sure to find this out before making your purchase. Length of warranty may be a good indicator of quality.

One last word- are you familiar with the stick (immersion) blender? Compact, versatile and cheap, for some uses it can replace a blender.

Good luck and enjoy the new addition to your kitchen! 

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RBS Luxury Suites W

e were invited by Carina Jesner to visit the RBS Luxury Suites. Carina insisted that if we didn’t come, we couldn’t really appreciate what the suites are. She was absolutely right.

Who came up with the concept of luxury suites for Bet Shemesh?

Alvin & Yehudis Schamroth own these luxury suites, and they came up with the concept in order to provide a more “luxurious” service to parents, grandparents, and anyone who wishes to visit their children, grandchildren, or family and friends here in Ramat Beit Shemesh. Basically, the suites are for anyone who needs a home away from home but still wants to be near their children/ family/friends and maintain their independence and privacy.

What market need do they fill?

Well, I believe that our suites fill a need for luxury and very comfortable accommodations, but we still maintain very reasonable and competitive rates.

Who runs the “show”?

I guess that’s me – Carina.

How old are the suites?

Four years old and everything is still updated, fresh and modern.

Who designed them?

Alvin Schamroth – he has a talent for great ideas that reach fruition.

We always hear that the magic is in the details. Tell us about the details that you offer.

Well, all our suites are luxurious, but I will tell you about the Jerusalem Suite. This suite is one large room which has been planned in such a way to comprise a kitchenette, dining area, computer desk station, lounge/salon area with a two seat and three seat genuine leather sofa with a coffee table, as well as a gorgeous sleeping area which has two super comfy American beds made up with elegant linen. This suite has an ultra modern en suite with a big shower that has a built in seat. The lounge/salon leads out onto a large mirpeset/patio which overlooks the Judean Hills. You can relax out there under the shade of a large umbrella and enjoy the view.

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All the suites have a flat screen television, wireless internet, air conditioning/heating, Shabbat urn, fridge, microwave, kettle, and a safe, and are thought out to the last practical detail such as hairdryers and soft fluffy towels and the use of a washing machine and dryer.

What are the amenities close to RBS Luxury Suites?

Luckily we are located right behind the merkaz in RBSA, so we are basically a two minute walk from the shops, banks, kupat cholim, money changers, eating areas, etc. and we are very close to a number of shuls and Yeshivot.

Who are your typical guests?

Our guests are usually parents or grandparents visiting family, but we have had on occasion an individual who utilized all our suites at once for accommodating friends who were attending a simchah. Our suites worked out perfectly, as they wanted everyone close by.

How about parents who want a break but need to be close to home?

That’s a great idea. Parents who wish to spoil themselves with an affordable luxury and still be close enough when needed are welcome to spend their breaks here at our beautiful suites.

With this type of fancy suites, why would anyone need a hotel?

Well, they wouldn’t, as our setup is just like a hotel but much more homey and personal.

What do your guests say after their stay?

I have many testimonials, but then here’s the gist of them: “We appreciate the close proximity of the towns shopping area – just a few steps up to the café, bakery and markets” “We are happy with the personalized warm service and the central location.”

“The suites exceeded our expectations – layout, internet, location, and view.”

“This is our 3rd time back and it is such a delight, a real home from home.

How can people contact you for reservations?

They can contact me, Carina, at 054 831 8639. 

Bizness Magazine

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Expert

SM

S OCI A L MA R K ETI N G

The Jewish Non-Profit World Needs to Join the “Move to Mobile”

By Rachel Moore, Director of PR and Media Communications

M

ost of us don’t need trade publications or surveys to tell us that the world is “going mobile”; we simply need to look around our own living room any day of the week. There are hundreds of blog posts, articles and comments about mobilizing your organization, and coming up with a mobile strategy.

The real question is how it impacts Non-Profit organizations in general, and your Jewish non-profit organization in particular. Mobile programs allow for a unique kind of engagement. It’s different than exposing people to a commercial, or even going out and trying to connect in person. Users feel as if they have more control over their experience, and may even be more inclined to donate to a nonprofit in need.

Many nonprofits that explore mobile look into fundraising opportunities first. Finding more ways to make it easier for people to offer support and funds is always a priority. However, mobile apps have the potential to do so much more for nonprofits than just fundraising, and many nonprofits don’t realize that -- yet. We know that in the Jewish world, engagement is the name of the game. Finding potential members, attracting them to what we are doing and keeping them involved is virtually our universal challenge.

At a recent Rabbinic Conference in Europe where community engagement is a real challenge, Rabbi Doctor Dov Maimon, Sr. Fellow at JPPI, expressed it this way: “Every Jewish organization, community, shul and group is like a shopfront. We have to ask ourselves if they are coming into our shop or going to someone else’s, and if they aren’t coming in the front door, what do we need to change so that they will.”

So how does one begin?

Part 1: Know the results of “being mobile” for your organization There are many statistics to illustrate that this is where our users are today, but we all know it because we are those users. We know how much we have moved over to using our mobile phones as a source of information and engagement, and we know how much we rely on them to handle our schedules and stay connected.

“Going mobile” means a whole slew of things. The bottom line is that it’s about reaching and engaging with your members where they are, and making information so accessible and fun, that they want to get and stay involved with you. A website may provide information but, as an NFP, you also want to have a way to get your members talking to each other – thus building community.

For non-profits, being mobile should include any of the following four things: 46

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FEBRUARY 2016

• Mobile Web: Optimizing your website to be “mobile friendly”; • Mobile messaging: Sending messages to your members, coworkers and donors.

• Online donations/text-to-give: Providing a way for your members to donate through their mobile devices • Mobile Apps: Creating a customized application for your members to download to their smartphones or tablets for easy access.

Part 2: Know the pros of your organization “going mobile” 1. Communication Going mobile means you can access your members at any time and at any place, enabling more frequent and open communication between you and your members.

2. Fundraising/donations On average, nonprofits that offer mobile web sites, apps or both for taking donations generate up to 123% more individual donations per campaign than organizations that don’t.

When your donors only have to click a few buttons on their phone in order to make a donation, giving becomes easier and, in turn, more people will be encouraged to give.

3. Provide more volunteer opportunities and support for charities 4. Engagement, engagement, engagement The “unique user experience” of mobile gives your users a greater sense of control over their experience, and increases their ongoing participation with the organization.

Part 3: “Go mobile” Create a nonprofit mobile strategy: 1. Set realistic goals that are suited to your organization specifically, considering your constituents, communications strategies and budget.

2. Start creating content that can be easily accessed on a mobile device.

When thinking about the growth of your nonprofit, make sure to include mobile in your strategies and decisions for optimum reach and impact. 

Bizness Magazine

social@bluethreadmarketing.com 052-736-6592 bluethreadmarketing.com

02 999 3939

Chaiyanu’s Little Princess

T

ahel had a special wish for her 10th Birthday that she shared with Hodaya, her Chaiyanu volunteer. She wanted to dress up as a princess and have a magical birthday party!

Tahel has Mycosis Fungoides. She is the only child in Israel, and one of the few children in the entire world, with this form of cancer. As of today, there is no known treatment for Tahel and her situation is deteriorating.

When Hodaya shared Tahel’s birthday dream with the Chaiyanu ofďŹ ce, we immediately called Bennett Kaplan, CEO of Globus Max movie theaters.

After hearing about Tahel’s dream of a princess themed birthday party, Bennett Kaplan got on it right away and called Zohar, manager of Globus Max in Ashkelon, who coordinated and arranged every detail of the most magical birthday party for Tahel.

They purchased a princess dress, and decorated the theater in Ashkelon with every item they could think of to generate

the princess theme. There was a special birthday cake, and an entire meal followed by a huge sweets table for the over 60 guests who joined her birthday party.

There was even a magic show, and a special screening of her favorite movie!

Following the Globus Max party, Boaz, CEO of BIG Fashion in Ashdod, personally took Tahel around the mall.

They visited Honigman, where she was treated to 300 shekels’ worth of gifts.

The next stop was The Children’s Place, where Tahel was told to choose whatever she wanted. The ďŹ nal stop of this free shopping spree was the toy store, Idan 2000, where she received loads of presents. Tahel ďŹ nished her magical birthday with a late night meal with her family and her volunteers at a restaurant in Ashdod.

A meal ďŹ t for a Princess!!!

Tahel truly felt like a princess and had a magical and magniďŹ cent birthday party she will never forget.

Donate to Chaiyanu at www.chaiyanu.org.il

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Real Estate Ilan Rubinstein A veteran real estate agent with 25 years’ experience, Ilan of Ilan Estates & Investments makes the procedure of buying property in Israel as painless as possible.

077-410-8011 Cell: 0504-910-604 office@ilanrealestate.com www.ilanrealestate.com Personal Trainer Jerrold Hyman Jerrold is an experienced personal trainer with a wide range of skills, which are available through his company, Elite Fitness Israel. He works with any age, and is available to make a custom made plan to help you achieve success. 050-779-8886 02-993-4681 info@elitefitnessisrael.com www.elitefitnessisrael.com Life Coach Helen Abelesz is a life coach who specializes in working with women who are feeling overwhelmed, lack self confidence, dealing with stress or are not achieving their potential.

(02) 992 0263 | 054 482 9815 | helenabelesz@gmail.com Furniture Restoration Restorno Nati Journo and Yona Triestman both have strong backgrounds in furniture restoration.

They offer a 25-year guarantee!

02-650-8777 | nati.restorno@gmail.com Personal Financial Planning Richard Gussow Richard has been involved with the financial services industry both in Israel and globally for over 30 years (03) 970-7070 | 052-806- 6690 | richard@theservice.co.il | www.richardgussow.com Painting Nachum Eilberg Walls R Us began in Jerusalem in 1985 and has a strong reputation for its amazing customer service and immaculate cleanliness. nachum@wallsruspainting.com | 052-611-9500

Mortgage Moshe Wilshinsky A 27-year veteran in the mortgage industry, Moshe is the CEO of Moville Mortgage and Finance LTD. Call 073 796 2226 and press their special 711 Bizness Extension. questions@movillefinance.com | www.movillefinance.com Air Conditioning and Heating Tzvi Lefkowitz Tzvi of Tzvi Air is a licensed technician who provides care and maintenance service and sales for all major air-conditioner brands. 02-628-8282 www.tzviair.com Insurance Egert-Cohen Egert-Cohen is a Jerusalem-based brokerage specializing in helping English speaking Olim with all insurance needs.

Shimon Cohen 050-548-2192 or Yona Egert at 050-536-3897 | www.egertcohen.co.il Holistic Psychotherapy Minda Garr Minda combines all her experience in her work as holistic Psychotherapist. Minda addresses the physical, spiritual, Mental and emotional facets of her clients 052-614-6932 | wellnessisraelhealing@gmail.com | www.wellnessisrael.wordpress.com Dental Care Rechavia Dental Center The Rechavia Dental Center staff is comprised of three highly qualified American-trained specialists, dental hygienists and dental assistants. 15 Ibn Gevirol Street, Jerusalem | (02) 561-9770 | rechaviadental.co.il Antique Dealer Moshe Orman Moshe buys and sells items of value. That includes gold and silver pieces, watches, antiques and more. 054-837-3874 | 054-250-2043 ormanantiques@gmail.com Electrician Ari Katz Ari Katz, a.k.a Mr. Fix It, has been successfully fixing things since he was a child. He specializes in electricity, and makes customer service his top priority.

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Social Media Blue Thread Marketing Ahron Glazer and Mordechai Holtz, coCEOs of Blue Thread Marketing, have a combined experience of over a decade of digital marketing expertise. Blue Thread Marketing helps brands get ahead by making a strong digital impact online.

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Outdoor Wood Creations Element Wood Creations Netanel Buta is a creative craftsman who is always expanding his knowledge in the field. Element wood creates custom made decks, pergolas, pools and anything else you can dream of for the outdoors.

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Car Mechanics Alef Alef Car Garage Alef Alef is a full service car garage in the Industrial zone Nesher Har Tuv (behind the police station). They have decades of experience and they service all makes and models. Call for any consultation at 02 991 5777 or 053 723 1031.

Building Care Services BCS Israel BCS offers a comprehensive solution to all you building’s needs. Thorough and efficient, you can count on them for any job.

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