Bizness Magazine Januar 2012 by Anglo Media

M A G A Z I N E HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS JANUARY 2013

10 EXPERTS you can call now

Bet Shemesh - Jerusalem

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Exclusive Interview

Protecting the

Hatzala Bet Shemesh

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Invaluable life-saving work

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Lawyer David Drutman

Your Best Defense: Be a Smart Shopper!

ag.com

Moshe Wilshinsky Get your mortgage before you buy

Special Interview

with artisan baker

Les Saidel Dr. Lavi & Dr. Gherman

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Children should first see an orthodontist at age seven.

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contents

Editor in Chief Ariel Topf Contributing Editors Roberta Bienenfeld Rivkah Lender Chief Designer Adam Ram Contributing Writers Helen Abelesz Yair Bruck Shimon Cohen Aryeh Deverett David Drutman Eliyahu Gherman Nachum Kligman Edo Lavi Tzvi Lefkowitz Nicole Levin Ariel Levy Meir Luzon R. Shalom Perel Eliezer Rosenblum Eva Topf Michael Topf Moshe Wilshinsky

JANUARY 2013

12 14 16 18 20 22 24 26 28 30 32 34

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Liba Adler Eytan Yehuda Dzikowski Bayla Gamliel Ari Gingsberg Adam Levy Helena Topf Graphic Artists Tova Freishtat Aliza Sokol Photography Yael Ita

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

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M A G A Z I N E HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS JANUARY 2013

10 EXPERTS you can call now

Bet Shemesh - Jerusalem

Angloprotekzia

Exclusive Interview

Protecting the

Hatzala Bet Shemesh

Anglo consumer

BINAH BABY A Great Place for Mommies

Invaluable life-saving work

Handyman Tzvi Save 10%-25% in Energy Bills

MOVING MONEY WITH

MONTROSE

IDA BEN ARI

Income in one country & bills in another?

from Tivuch Ida A NEW KIND OF REAL ESTATE AGENT

KIVUN ADVERTISING

AGENCY TURNING CLIENTS INTO BRANDS

Lawyer David Drutman

Your Best Defense: Be a Smart Shopper!

Biznes s Mag azin is

now on e www.biz nessm line ag.com MOSHE WILSHINSKY Get your mortgage before you buy

• January 2013

Special Interview

with artisan baker

Les Saidel Dr. Lavi & Dr. Gherman

ORTHODONTISTS

Children should first see an orthodontist at age seven.

Four components of excellent customer service The Probate of a Foreign Will in the Israeli Court System Insurance Corner from Egert & Cohen You can be Free from Pain Your Best Defense: Be a Smart Shopper Three Signs that Reveal that It’s Time to Say, “Goodbye” to your Car GR Web Promotions Three Signs that Reveal that It’s Time to Say, “Goodbye” to your Car When to Start your Mortgage Process...Now External & Internal Sealing for your Walls Smiling from Bet Shemesh to Jerusalem with Smile Talk Exclusive Interview with Hatzala Bet Shemesh

38 40 42 46 48 50 52 54 56 58 60 62

Binah Baby A Place for Mommies Air Conditioners Interview with Dr. Avraham Rottman What is AngloProtek Interview with Ida Ben Ari Saidels Baker Israeli Traffic Cops: Evil or Not? Lilach Maor’s Beit Haor The Art Gallery o n Wheels The Fifth Commandment Interview with Kivun a Branding & Advertising Agency Interviw with Malky Neumann:

On every issue

8 Letter from the Editor 10 Inbox 62 10 Experts you can call Bizness Magazine is published monthly. Bizness Magazine considers its sources reliable. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. Each business opportunity and/or investment inherently contains certain risks. It is suggested that prospective business people, potential patients and clients, and all readers consult their doctors, attorneys and/or financial advisors before applying any of the information that is publish in this magazine. Bizness Magazine makes content available with the understanding that the publisher is not rendering legal services or financial advice, business advice, medical advice or any other type of advice. Editorial content, articles and interviews may be paid advertising. Bizness Magazine does not endorse or recommend any products or professionals. Although persons and companies mentioned herein are believed to be reputable, neither Bizness Magazine or its publisher, parent company, nor any of its employees, sales executives or contributors accept any responsibility whatsoever for their activities. We assume no responsibility for unsolicited material. Manuscripts, artwork and photographs must be accompanied by stamped, self-addressed envelopes. We reserve the right to publish in whole or in part all letters received by us. All letters, sent to Bizness Magazine will be considered the property of the Magazine. All remarks, suggestions, ideas, creative concepts, graphics, or other information communicated through this magazine or otherwise sent to its publisher (together the ‘Submission’) will forever be the exclusive property of Bizness Magazine., who will not be required to treat the Submission as confidential, and will not be liable for any use or disclosure of the Submission, and need not provide any compensation or acknowledgement for the Submission. Under no circumstances shall Bizness Magazine, or its affiliates, subsidiaries, or related companies and web sites, be liable for any damages whatsoever (including, but not limited to direct, incidental, consequential, indirect or punitive damages), harm, or injury that relate to, arise out of, or result from the use of, or access to, or the inability to use, any of the materials of this magazine, or are caused by any failure of performance, error, omission, interruption, defect or delay in printing. Bizness Magazine is printed in Israel and all rights are reserved. No portion of this magazine may be reproduced without written permission of the publisher.

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Bet Shemesh Office:

Nachal Sorek 31, RBS A www.mikolhalev.org.il For Donations call 02 532 3335

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Letter from the Editor Dear readers, We have great news to share with everyone. People all over the country and around the globe have been asking us to send them copies of the magazine or requesting to put the magazine on line. We just launched our new website! This means that Bizness Magazine is now online and can be read by the whole world! This includes the thousands of “Anglos” and others in Israel who do not yet receive the magazine at their doors. Also, those who receive it at home will be able to browse through it at the office, while on vacation, or on the go. This may sound funny, but it will also help many families with shalom bayit, as we often receive complaints from people telling us they did not receive the magazine, only to later find that the spouse “hid” it. The website is a very important development also to the advertisers who support Bizness Magazine, as they will receive a much bigger exposure. Although we just launched the website and we have hardly started to promote it online, we already have thousands of people who are coming to our website and are browsing through the magazine pages using our online application. The traffic is going to multiply this coming month and will, IY’H, continue to grow with time. The technology we are using hyperlinks the URLs (website address) of our advertisers, allowing readers to go straight to their websites. Our website offers more much than featuring the latest issue of the magazine. You will be able to search the archives and find any articles written by our experts, browse through past issues, watch interesting videos of the printing process, keep up to date with new developments through our blog, and much more. Bizness Magazine is currently distributed to over 15,000 homes in Ramat Bet Shemesh, Sheinfeld, Nofei Aviv, Har Nof, Ramat Eshkol, Rehavia, and Shaarei Chesed. Feel free to send the link below to all your contacts and friends within and out of the distribution areas. They have been asking for it. Go to www.biznessmag.com and enjoy the experience! Ariel Topf ariel@biznessmag.com Ariel has built several companies in 3 continents in the fields of Internet, High-Tech, Retail, Franchising, Food Manufacturing, Clothing Manufacturing, Direct Sales, Wholesale, Personal Development, Restaurant, Advertising and Publishing. In this process, Ariel has headhunted, hired, trained, managed and/or mentored over 20,000 individuals.

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January 2013

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Ask our Experts You can now ask any questions to our Columnists. If your question gets published you will earn a prize! Send your questions to our experts at experts@ biznessmag.com

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“From the first week after the December issue was printed out, the number of clients literally doubled, if not tripled. People know we’re there, and it’s such a satisfaction to see the clients come back again. Glad to see our circle of clients grow, and the momentum is still on! Store manager KSP Computers, Bet Shemesh “I’m taking the fine jewelry course at the Start Institute of Art. This is an amazing course that allows learning at a high professional level in a warm and caring environment. They have other great courses such as Judaica on klaf and pottery that my friends are incredibly happy with. Everyone simply loves the school.” M.H. “I asked some neighbors what they thought about Bizness Magazine, and all of them said they really loved it, look forward to it, and really read it. (But, you know that!) S.K. “Dear Bizness Mag, thank you very much for your informative article from Chana Ratner. We used her services and my daughter who had no idea which career path to take is now registered on a course for next year. She is extremely professional and very helpful. She has a huge depth of knowledge and I recommend any girl who is finishing high school meet with this lady. Thank you.” L.A “Last week I had the distinct pleasure of meeting Eli, the manager at KSP, the computer store in Sun Center located in the industrial zone in Beit Shemesh. Highly knowledgeable, highly professional and very patient, Eli helped outfit my office with the right business equipment at the right price. I highly recommend a visit to KSP if you are shopping for your next computer.” Fran Jakubowicz, CEO eCommerceInnovators.com “I go at least once or twice a week to have breakfast or lunch at Zislick in the RBS A mercaz. Their omelette, salad, toast and coffee for 24.99 is a no brainer. I just had the squash soup from their new menu, simply awesome. Their huge and fresh salad with tasty dressings remains my favorite, but I have not tried yet their new pasta. I’m going for that soon.” A.T. I just had my shaitel washed and set by Ellie Fein. She did an incredible job. She did it within 24 hours at a very reasonable price. Ellie can be reached at 054 227 0869. Helena T. “Chagit Lazor makes beautiful hand-crafted jewelry for women and girls at incredibly reasonable prices. You can choose from ready made pieces or have something custom-designed to suit your needs and taste. And her commitment to her customers is extraordinary. Whenever I am looking for something, my first stop is Chagit, and I always come away with something that I love! She can be reached at 054-813-4004.” Aliza Eisenstein

• January 2013

Bizness Magazine

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Customer Service

Fourcomponents of

excellent customer service By Aryeh Deverett

business that delivers excellent customer service will get more customers, keep customers longer, and make more money. There is an old saying that you have hopefully heard: It is 5 times harder to get a new customer than it is to keep an existing one. Actually, I think that saying is wrong. I think it is 7 or 8 times harder to find new customers than to keep existing ones. In most businesses, the best way to find new customers is actually by having happy existing customers, who recommend you to others. It’s a self fulfilling prophecy: the better you treat your existing customers, the more business they will continue to give you, and the more business they will bring by recommending you to others. You can’t lose. So how do you keep existing customers happy and find new customers? The answer is by giving excellent customer service. But what does that really mean? What is excellent customer service? In a previous article, I wrote about the Ten Commandments of More Sales. In that article I outlined several things that you can do to increase sales. Many of them are customer service oriented. I am going to re-introduce some of them here, plus give you a few more tips and pointers for excellent customer service. Lets start with the Golden Rule. 12

• January 2013

Some of us think that the Golden Rule is “do unto others as you would have them do to you”. That means treating your customers the same way that you would want to be treated. If you like getting a good deal, then make sure you give “good deals” to your customers. If you like a thank you, make sure to thank your customers. If you appreciate honesty and integrity, make sure that you are straightforward with your customers. I think you are getting the point; give your customers what you would expect if you were the customer. However, what if you, personally, have very low expectations of customer service? Then according to the Golden Rule, you would in turn give your customers poor service. So here is another version of the Golden Rule: He who has the gold, RULES. That means that the customer who is paying for things sets the rules. I am sure you have heard the expression ‘the customer is always right’. Guess what: that expression is not correct. These days, I have found that the customer is not always right. In fact, in many situations, customers can be outright unreasonable and incorrect with their expectations. However, it is your job to let them THINK that they are always right. Let me give you an example. In America, I used to do a lot of business with a very large big box retailer, the largest retailer in the world. I sold them goods and services, and I was also a customer who shopped at their stores. As you may know, these big box retailers usually have “no questions asked”

Bizness Magazine

return policies. Which basically means you can pretty much return anything to them. Years ago I was in the computer business, and I sold computer systems to this huge retailer. Believe it or not, customers would buy the computers and remove the memory chips, hard drives, and CPUs (main processing chip), and then return the system saying that it didn’t work. The retailer accepted the “defective system” and gave the customer a full refund. And of course they sent the “defective” system back to my company for a full credit. Remember – the customer is always right (even if they are crooks)! That is why this retailer does so well. They give customers the benefit of the doubt. They try to give customers total satisfaction by providing almost total freedom to return anything. That is one component of excellent customer service. Needless to say, after about a dozen of these returns, the retailer agreed that they would have to change their return policy for computers. However, even to this day, the retailer always tries to make the customers feel that they are always right and continues to give overly fair return policies. I am not suggesting that you should let customers steal from you. Absolutely not. But you should let them feel that they are the most important thing you have and that you give them the best deals possible. If you have ever shopped at a department store chain in America called Macy’s, you’ll understand what I mean. When you buy clothing at Macy’s, most often it is on sale. Then when you

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get to the cash register, they usually give you an additional discount â&#x20AC;&#x201C; even if you donâ&#x20AC;&#x2122;t realize that you are entitled to one. They often surprise you at the cash register when they tell you that you are going to pay less than what you expected. Customers love this. Everyone loves a deal. Customers leave Macyâ&#x20AC;&#x2122;s and tell all of their friends what great deals they got, and canâ&#x20AC;&#x2122;t wait to shop there again. That is another component of excellent customer service: Giving the customer a great deal â&#x20AC;&#x201C; or at least having the customer feel that they got a great deal! A third component of excellent customer service is paying attention to the customer. Actually talking to them and saying hello and caring about what their needs are. This is as simple as saying hello to a customer who walks into your store or place of business. Or, if you are a professional, taking a bit of extra time with them to ask them about something in their personal lives â&#x20AC;&#x201C; what interests them, trying to relate a bit more to who they are and what is going on in their lives. This component is kind of like the Golden Rule, but just a bit different in the sense that you want to probe your customer to get to know them. Everyone likes to deal with someone they know â&#x20AC;&#x201C; not just a friendly clerk, but a friendly clerk who knows something about them. And a final component of excellent customer service is something that very few businesses do anymore today: Follow up. Call a customer a week or two after you have sold them goods or services. Ask them how things are going. Are they happy with what they purchased from you? Whether you are a store, a restaurant, a dentist, a handyman, a car mechanic, an insurance agent â&#x20AC;&#x201C; it doesnâ&#x20AC;&#x2122;t matter what you sold the customer. Follow up with them. I assure you that if you take just a few minutes to make a quick call to a customer, that customer will remember you for a long, long time, and will recommend you to others. Itâ&#x20AC;&#x2122;s the ancient art of sales. Everyone is so busy trying to get new customers that they donâ&#x20AC;&#x2122;t have time to follow up with existing customers. If you do, you will hold on to your existing

customers much longer. A quick review: It is much easier to keep existing customers than find new ones. Treat your customers the way you would want to be treated. Try to make your customers feel that they are always right. Try to give them good deals. Pay attention to them. And follow up with them. These are four components to excellent customer service. And four components to getting more business and more profit. ď&#x20AC;ź

About the Author Aryeh Deverett is a specialist in marketing and sales. He ran a large sales merchandising company in North America, as well as a marketing consultant to several small early stage companies. His ideas and strategies help businesses to get more sales. He can be reached at larry@deverett.net or 053 831 0270. His partner Harry Zettel, specializes in helping companies with systems, administration and funding.

because

Egert & Cohen. Always by your side. t XXX FHFSUDPIFO DP JM t FHFSU!FHFSUDPIFO DP JM

BIZNESS MAGAZINE

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Real Estate Legal

The Probate of a Foreign Will

By Nicole Levin

in the Israeli Court System

hat happens when a foreign resident who owns property in Israel dies? What happens to his Israeli property? Very simply, it goes to his heirs. If the deceased left a will, then the property will go to those heirs mentioned in the will. Even if we are talking about a foreign resident who was living abroad at the time of his death, his Israeli property will go to the heirs mentioned in his will, assuming that the will is valid under the laws of his country of residence. Here are the steps for the probate of a foreign will in Israel: 1. The foreign will must first go through the probate process in the country in which the deceased lived at the time of his death. 2. The original will (with original signatures), together with the probate order, is then sent to Israel. 3. A request for the probate of the foreign will is submitted to the Registrar of Inheritances in the district where the property is located. Attached to this request is the original copy of the will and a certified copy of the probate order from the foreign country, a certified copy of the death certificate and a legal opinion from a lawyer well versed in the law of the country where the will originated. Notices must be sent to the heirs that this procedure was begun. 4. The Registrar of Inheritances then sends the file to the Family Court in the city in which the Registrar’s office is located. 14

• January 2013

5. A copy of the file is sent to the District Attorney for approval. If the will is a simple one, then the District Attorney should have no objection to the probate of the will in Israel. If the will is complicated, then the District Attorney may ask for more documents or explanations. 6. Very often the District Attorney requests a notarized translation of the will into Hebrew. Depending on the length of the will, this can be expensive. 7. A notice is placed in a daily newspaper and the official government publication that a request for probate was submitted. This is done to allow anyone who would like to contest the will to do so. If no one contests the will within the requisite period of time and the District Attorney has no objections, then the probate order will be given. 8. If someone contests the will, the case will go to trial. This is rare when dealing with a will that was already probated in a foreign county. One can successfully contest a will if one can prove that the deceased was mentally incapacitated when he made the will or that he was coerced into signing the will or did not understand the will. If that is the case, it would seem incomprehensible that the will would be null and void in one country when it was successfully probated in another. 9. After the probate order is given, the will is taken to the Land Registry and the rights in the property are regis-

Bizness Magazine

tered in the names of the heirs under the will. If the property is a bank account, the will is taken to the bank and the bank pays out the money to the heirs directly. 10. There is no inheritance or estate tax in Israel. The registration of the rights in land to the heirs under the will has no tax attached to it. 11. The process is a long one. Due to the fact that in some foreign countries there are estate taxes, wills are often worded in ways designed to avoid these taxes. This very often makes the interpretation of a foreign will difficult for those in Israel who have to disburse the money or register the rights, even if the foreign language of the will is understood by them. This lack of understanding often causes delays in the implementation of a will. Despite the difficulties, this is a process that must be followed if the heirs under the will are to be allowed to take possession of the property and do with it as they want.  About the author Nicole Levin is an American born, Israeli trained real estate attorney with 28 years of experience in the field. She has law offices in Bet Shemesh, Jerusalem and in Modiin. Nicole Levin is the author of “Essential Things You Need to Know about Buying Real Estate in Israel”, which can be downloaded free from her website at www.levinlawoffices.co.il Nicole can be contacted at 02-9915687.

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Nicole Levin, Adv. & Notary Amira Solo, Adv. Sharona Catane, Adv. •

Purchase and Sale of Real Estate

•

Real Estate Taxes

•

Zoning

•

Wills and Estates

BIG Center, 1 Yigal Alon Blvd, Beit Shemesh 99062 Tel: 02-991-5687 Email: nicole@levinlawofces.co.il Website: www.levinlawofces.co.il

Insurance

INSURANCE CORNER

From EGERT AND COHEN

- your neighborhood agents.

Know your rights and obligations One of the “dark” areas for many English speakers is that bastion of Israeli bureaucracy, Bituach Leumi. Insuring domestic workers Do you have a cleaning woman, gardener or a nurse who is caring for a sick family member? In all of these cases, you (the employer), are required to pay National Insurance (Bituach Leumi). The benefits to the worker include: Maternity leave, work accident, permanent or temporary disability, unemployment, pension, medical insurance, etc. If you do not pay, and the worker makes a claim, Bituach Leumi will pay the claim and sue you for the money. How much does one pay? a. For an Israeli worker between ages of 18 and 65, the amount is 7.5% of the salary (of which 2% should be deducted as the worker’s portion). b. For a foreign or Arab worker who is not an Israeli resident, the amount to pay is 2% of the salary. *If a few people employ one

Saying of the month One unknown sage has said that life is like photography, you give us the negative to develop. 16

• January 2013

worker, the salaries can be combined and the Bituach Leumi is paid as if one salary. When and how do I pay? Payments are made four times yearly--in January, April, July and October. Call Bituach Leumi and they will provide you with form 614 which can then be paid at any bank. A follow-up on last month’s “negligence” article: The Secret Code The story began when Shlomo Hazan wrote down the number of his immobilizer’s secret code on the driver’s door in his car (along with a number of other important phone numbers). One dark night, the car was stolen. When the insurance company (Bituach Yashir) heard the “kod sodi” had been written openly on the card door, they promptly refuted that claim. In their opinion, it was as if Hazan had left the car open. Judge David Mintz started by calling Hazan to task for negligently writing down the secret code and thereby undermining the whole idea of the immobilizer. However, to make the jump from Hazan’s negligence to saying that it was like having no immobilizer at all, was going too far. The Insurance Law (1979) states, that damage caused by negligence of the insured should have no bearing on the claim. It is for this very reason that we buy insurance.

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The only exception is when someone causes damage intentionally or by gross unacceptable negligence. The judge posed three questions: 1. Was Hazan’s negligence way beyond the normal range of human negligence? 2. Was the insured aware that his action would inevitably cause the damage or theft? 3. Did the insurer prove a definite link between the insured’s action and the theft? The judge summed up: In Hazan’s case, he left the number among other phone numbers. In other words, there was no gross negligence. Regarding the second question, too, Hazan had not intended the theft to take place. Regarding the third question, Bituach Yashir themselves concurred that cars are often stolen despite the secret code. In other words, not having the code is no definite obstruction to a “dedicated” thief. The final outcome There was no way to prove a direct link between Hazan’s negligence and the theft. Bituach Yashir was ordered to pay up! 

Comments, queries, requestscontact Shimon Cohen at 050-548-2192 or e-mail him at: shimon@egertcohen.co.il 02 999 3939

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You can be

Free from Pain

Dr. Rothstein – you have a reputation for being able to successfully resolve neck, back and other chronic pain where others have failed. What’s your secret? I wouldn’t call it a secret – it has to do with the specialized training I received as an Osteopathic physician. As wonderful as conventional medicine is for life-threatening emergencies, the ability to heal chronic pain is limited. As an Osteopath with specialized training in Osteopathic Manipulative Treatment (OMT) and other modalities such as Cranial-Sacral, Myo-Fascial Release and Counter-Strain, I use my hands to identify and treat structural imbalances, relieving the source of the pain and disability without the need for drugs and surgery. Can you explain how you treat patients so effectively? Rarely is the area of complaint the source of the malady. For instance, a patient suffering from Carpal Tunnel Syndrome will have pain in his/her hands, but the source of the trouble is usually in the upper back. Once the strain in the upper back is released, steroid injections and surgery may no longer be necessary. I have countless examples of patients who have been misdiagnosed because their physician did not understand referred pain patterns. A 70 year old woman had been suffering for decades with debilitating neck pain. She was told she needed steroid injections and eventually surgery to fuse the bones in her cervical spine. When she sought my help, I discovered she had a strain pattern in one of her ribs. When I treated her rib problem, her neck pain resolved. Why is it that pain in one part of the 18

• January 2013

body can be caused by a problem in a different part of the body? The fascia is the connective tissue that surrounds every cell, organ, muscle and bone in the body. Imagine a sheet that has been laid out smoothly on your bed. What happens when you pull one corner of the sheet? The whole sheet wrinkles. This is how the fascia works. When one area is traumatized, it can have a domino effect causing problems in other areas as well. An avreich in his mid-twenties pulled a muscle in his back while exercising. Rest and Ibuprofen gave him temporary relief, but his pain continued for almost a year, affecting his learning and shalom bayit. He had been to other doctors, therapists and a chiropractor, but no one could help him get rid of his back pain, and for a good reason. They all focused on his back, but his back was not the problem. The problem was caused by a spasm in his hip flexor muscle. Once the muscle spasm was released, his back pain subsided. It must be so satisfying to see the relief in people’s faces when their pain is resolved. Definitely! One young man, age 28, suffered for almost a year and a half after being told to continue running on an injured foot while in Basic Training. His pain was so severe he couldn’t wear army boots and was

Bizness Magazine

eventually discharged. After seeing orthopedists and physical therapists he continued to limp, eventually developing knee pain and having to use a cane to walk. After just three treatments, he was walking without a cane and pain free. It never ceases to amaze me how quickly a body can heal once strain patterns are released and movement and balance are restored. One teen, age 15, suffered a serious hand injury that did require surgery. A week after surgery, he was still experiencing intense pain. I gently applied OMT to the hand and the next day the swelling was down, pain was minimal, and he was able to move his fingers. One young mother was in a car accident and diagnosed with whiplash. She was still in excruciating pain and wearing a neck brace three months after the accident when she came to see me. After one treatment she reported the pain resolved completely and never came back. How many treatments are usually needed? That’s the nice thing about the unique approach I use – it doesn’t require a large investment of time and money. Usually within three to five visits the symptoms should be significantly reduced, if not totally eliminated. When you treat the source of the pain, problems resolve fairly quickly. Where can you be reached? I have offices in Jerusalem and Ramat Beit Shemesh. I can be reached at 058-610-9149. 

For more information about Dr. Rothstein, see his website www.thecompassionatephysician.com

02 999 3939

Legal

Your Best Defense:

Be a Smart Shopper

By David Drutman, B.Com LLB MBA, Dip Trust Law, TEP

any people have problems with cell phone companies. A few short tips at the start may save frustration, time and money. 1. The term ”free” is a red light. Do not believe this. The representative may say, “This is completely free, no catch,” but ask, for example, “For how long is this free and after how long do I have to pay?” The free offer may only be a “free try-out for one week,” but the salesperson will not mention any words after “free.” No cell company does anything for free. Any other “special offer” made to you is to make money for the company. Check out the offers very carefully before accepting any of them. 2. Before you buy a cell phone from a company, check if you can get the same phone cheaper elsewhere, including from abroad. Most phones can be activated or unlocked in Israel. 3. If a sales-person makes an offer of much better terms than your existing company, ask your existing company to match or better the offer. There are often problems in switching sim-cards. You may find that when you change sim-cards, the new phone has unexpected security features that lock it. It may be a great bother to unlock this feature. This is definitely the case with “kosher phones.” 4. If you are impressed and think that the offer and the new service will be great, do not decide immediately. Give yourself time to think and to ask others what their experience has been. 20

• January 2013

5. If you decide to get a new phone or change companies: a. Write down whatever the sales-person tells you. b. Ask a lot of questions. Get firm answers. (For example, if you are offered “unlimited calls for a fixed fee,” ask for how long this service will last. Ask if you will be given notice of any changes. And again, write down whatever you are told. c. Check the details that are recorded in any contract. Don’t try to understand all the terms but check important points. You may order a phone for your company and they will write down your personal name instead. If they say “unlimited calls for a fixed fee,” make sure that it is recorded, and for how long. d. If asked to sign anything, make sure that all this is written down. If they ask you to sign on an electronic block without seeing what has been written, refuse. If they ask you to speak into a phone to confirm an order, make sure that all the agreed points are recorded. e. Keep the name and contact details of the sales person and also keep on

Bizness Magazine

file the written record of what was said. f. Before changing sim-cards, back up whatever you can. Many phones allow backup to a computer. 1. If you have a paid-up phone and do not make a lot of calls, the pay-asyou-go plan (e.g. “talkman”), may be cheaper than another plan. The calls are expensive but you have no monthly bill to pay. 2. If you were given wrong information and want to fight, it will help if you followed five above. Use the salesperson’s name and details and say that you wrote down what you were told simultaneously while being told and have that written record. Make a claim in the small claims court. (This may be the subject of another article.) In general, the courts are sympathetic to an abused consumer but there must be some kind of evidence such as what we have said above. 3. Lastly, note that cell phones use radiation and are not a toy for young children, or even older children and adults. They should be used and stored with suitable care.  About the author David Drutman has been a lawyer for 36 years, including the last 13 years in Israel. He has sound experience in a broad spectrum of work in both professional and commercial environments. He is widely respected for creative, goal-orientated legal work. He specializes in transactions (property, estates, contracts, commercial matters, etc.), family law, and notarial work. He can be contacted at 02-995-1877 or at: drutlaw@gmail.com.

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Car Garage

Three Signs

that Reveal that It’s Time to Say,

“Goodbye”to your Car By Ariel Levy

he question that always comes up when you reach the garage is, “Is it time to sell this car?” Here are a few signs for you to look out for before you make the big decision. Let’s start with the biggest factor. Do you see your garage more than your kids? Well guess what? If that’s the case, it’s time to say, “Goodbye.” Here is the list of things to look out for before replacing your car: 1. Let’s start with the unicorns: No matter how much you spent on the car, watch over it and fix it. The unicorn will always find something new to break (ask me and I’ll tell you if you have a unicorn). Some manufacturers just make bad cars. 2. Next are the abusers: You are an abuser if you see a speed bump as a take-off ramp. Don’t use your car as a jeep if it was built as an MPV (people carrier) or a little city car. Being an abuser has its consequences. Cars do not like abuse, no matter how good they are or how strongly they

•

January 2013

are built. The car will not last. (Do not blame the manufacturer or the mechanic.) Once trouble starts on abused cars, it’s time to say, “Good bye.” 3. Last for today are old cars: Non-abused, reliable cars have expiration dates and at some point these dates arrive. Usually cars that are up to 6 years old barely have any issues. After six to ten years, the shocks and mounts start failing and after ten years, well… As long as you don’t see Mr. Mechanic more than twice in an year (excluding regular maintenance) or if the fixing costs reach more than 10% of what a newer car will cost, then it’s time to say, “Goodbye!!!”  About the Author Ariel Levy’s new car garage is located in the Bet Shemesh industrial area on Rechov Hamasger (across from Yifrach building supplies and next to the Moadon Haklavim pet shop). Ariel is a member of the Bizness Magazine Professional Network offering a free 15-minute consultation to all our readers. He can be contacted at 054 205 0389.

Bizness Magazine

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CPU: IntelÂŽ Coreâ&#x201E;˘ i5-3470T CPU: IntelÂŽ Coreâ&#x201E;˘ i5-3470T Graphics: AMD Radeon HD7690M Graphics: AMD Radeon HD7690M Capacity: 1TB Capacity: 1TB RAM: 6GB DDR3 RAM: 6GB DDR3 Display: LED ''23.6 Display: LED FullFull HDHD ''23.6

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Internet Marketing

GR Web Promotions

Your Internet Marketing Solutions

We welcome Gershon Rapp to the Bizness Magazine Team of Experts. Gershon understands the needs and limitations of small and medium size businesses and the importance of having a strong online presence. We asked Gershon some key questions about his business. Where are you from Gershon? Originally, I am from Toronto, Canada. I have been living in Israel for over six years now and most recently moved to Kochav Hashachar. Why did you start GR Web Promotions? I started my web development firm to help small to medium size businesses as that has always been one of my passions. I provide custom web solutions for everyone, from web design services to affordable search engine optimization packages. How did you become a web expert? It’s a funny story really. By education, I am a computer technician. People tend to make assumptions that if you are good with computers, you can do anything related to the field as well. As time went on and people kept asking me if I make websites, I decided that it was time to start. I took on my first project and haven’t looked back since. What type of services do you offer? GR Web Promotions offers an array of services. We offer web design, web development, SEO and content writing. I also work with my brother, at Video Sparks, to offer promotional videos as well. Who is your typical client? Our “typical” client is anyone. We have clients who want to start having an online presence, and clients who just want to improve the presence they currently have. We primarily deal with small to medium size business, but by all means, we can take on bigger clients. What’s important in a well-designed website? This is one of those questions that is impossible to answer in a few words. I will write more about it in future articles. I will say one main thing and that is--think about the user experience. Don’t just build a site how you want; really think about your audience. What’s the first step in creating a good online presence? The first step is to obviously have a website. Once that is in place, you need to work on having quality content on 24

• January 2013

your site. Google wants to see that you are offering something that the users are looking for. What should be built first, the website or the SEO plan? If it’s possible, it’s always a good idea to have SEO in mind when building a site from scratch. Either way, we can help out to make sure the proper things are put in place so that search engines find you. How about social media? Social media is an important role in an online presence. It’s a great idea to have a Facebook page and to have to the ability to “Like” and “Share” your content. It’s a form of free advertising in a way. Do you recommend static or flash websites? Generally speaking, I wouldn’t recommend either. It really depends on the needs of the client. In general, I would recommend a “dynamic” site. Static means it stays the same, unless you use a programmer to change it. Flash is heavy and search engines don’t like it. Dynamic sites can change and relatively easy at that. A dynamic site has a CMS (Content Management System), so that the admin (business owner or site manager) can edit the site without needing a programmer’s involvement. How fast can you build a “starters” website? There are different phases to a site being completed. First, there is the design, and then the development. In general, a “simple” site can be done from start to finish within 2 weeks, if all is approved quickly by the client. Why choose GR Web Promotions as your internet marketing solutions firm? We offer a very personal service, keeping you in the loop the entire process. Our prices are low and understand a small business budget. We are always there for our clients, even after the project is finished. How can people contact you? I can be contacted either by email at: Gershy@grwebpromotions.com or by phone at: 054-759-5690. You can also check me out at www.grwebpromotions.com. 

Bizness Magazine

02 999 3939

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Life Coach

Playing Out

A Role – Life Coaching

By Helen Abelesz

y clients often tell me about their childhoods and how their brother was the clever one, their sister was the pretty one, and they were the baby or the irresponsible one. What is so interesting is how we still seem to play out these roles well into adulthood when we become parents. Often we are unaware of the roles we put ourselves in and how we stop ourselves from trying new things because they don’t fit into the picture we have of ourselves. Rena* had achieved a lot in her life. She was 58, married with 6 children and 5 grandchildren. She was well read, helped in various community projects and worked part time as a book keeper. Unfortunately, she wasn’t happy and didn’t feel like she had accomplished much in her life. When Rena’s children were small, she was too busy caring for them to have much time to think about herself. Now that her youngest was 18, she felt she had time to focus on herself. Suddenly, all these feelings of inadequacy started to surface because she didn’t know what she wanted to change or where to start. She didn’t feel fulfilled, so she gave me a call. We started by looking at where her negative messages came from. Rena told me about how as a child, her older sister was the clever one and the successful one, and that she was the sweet one who everyone could rely on to help. When the table had to 26

• January 2013

be set, Rena’s mother always asked her for help. When the baby was crying, Rena was asked to take her to the park, and when her sister needed help with her math homework, Rena was always there to help. Rena never challenged that assessment. That’s how everyone saw her. She just accepted it as fact and tried to fulfill that role. She was amazed to discover that even at her age she was still playing out this role of the helpful one who did for others and not for herself. She began to realize that she wanted to be the successful one and wanted to do things to pamper herself. We looked at the areas in her life she wanted to change. Rena wrote a list of all her skills and talents, and with time she began to see herself as a person who was capable of being successful. With her new assertive attitude, she started to look for a new career. She applied for jobs that she would never have had the courage to look at previously because she now

Bizness Magazine

felt that she deserved to be doing something great. She told me that the biggest change for her was that she no longer felt restricted by the role she had been put into as a child. She felt that she could be helpful to others but she could be so much more as well. Are you stuck in a role? Do you feel unfulfilled? Give me a call, Life Coach Helen Abelesz, at 0544 829 815 to see how we can make some real changes! Call for a free first consultation! *Not her real name and all identifying features have been changed.  About the Author Helen Abelesz is a life coach who specializes in working with women who are feeling overwhelmed, lack selfconfidence, dealing with stress or not achieving their potential. Helen will help you pinpoint your insecurities, set goals for you to achieve and empower you to take control of your life. She works in both Hebrew and English.

02 999 3939

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Mortgage

When to Start

your Mortgage Process…Now By Moshe Wilshinsky

find that a lot of people think that starting the mortgage approval process begins once they sign a contract or “get serious” about a home. They should actually start before they start looking. By starting the process early, home buyers or anyone looking for a first or second mortgage can position themselves for more favorable banking terms. If there have been problems in your credit history, starting the process early can help you address these issues so that they will not impact on your ability to receive the loan you want on your terms. The first step is always an assessment of how someone looks in the eyes of the banking system--the mortgage teller, the bank’s underwriter, the regulators from the Bank of Israel and other parties involved with approving the loan. Mortgage bankers in Israel (and abroad) consider three primary factors: • The borrower’s ability to make the monthly payments on time (ability to pay), • The borrower’s willingness to make the monthly loan payments on time (willingness to pay) and • The security that has been offered if the bank needs to take the property for lack of payment which they really do not want to do. In the simplest of terms, what the mortgage bank is doing (or should be doing) is assessing the risk of not paying on time or at all (default) and, assuming the level of risk is acceptable,

• January 2013

charging an appropriate interest rate. The first two factors, “ability to pay” and “willingness to pay,” are determined by the bank’s criteria for accessing risk, which is based in part on the Bank of Israel’s regulations and which is based in part on international guidelines (Basil). These criteria are primarily made up of generic facts statistically based on the behavior of thousands of borrowers in the past. The last item, security, is determined by various factors and is the subject of another article. The details of the statistical rules used by the banks to determine our ability to pay and willingness to pay are extensive. In fact, this magazine does not have enough pages to give you a description of all of the criteria and the calculations and guidelines, nor do the banks make such a thing easily accessible. (In the U.S. we used to get a “telephone book”-sized set of guidelines.) Let me give you a general idea and

Bizness Magazine

some examples: The “willingness to pay” is based on your credit history or if you made payments on time in the past. When I first started working on bringing consumer credit reporting to Israel (in the early 90s), I was told by many in the banking industry that they did not need it because they looked at bank statements for bounced checks and returned horaot kevah (monthly payments via standing bank orders). Fast forward a decade and a half. We have consumer credit reporting in Israel that is being widely used and in addition, they still look at bounced checks. It is important to note that there is a law in Israel that after bouncing 10 checks in one account over the course of a year, the ability to have a bank account is restricted (called mugbal and there are different levels of this). The credit reporting law includes warnings in the database that are sent out after five checks in one account bounce over a proscribed period of time. We are not talking about some extreme case–like fraud, theft or anything of that kind–just someone who was either a little sloppy with balancing his checkbook or someone who has had a few “unusual” situations. The good news is this is something you may be able to correct. If you start being careful how you manage your account, assuming you have not bounced 5 checks, usually the banks will look back only three months on accounts the borrower has in other banks. So by planning early, you can “clean up”

02 999 3939

your credit. This is one example of many criteria in the “willingness to pay” category. Consider an example of “ability to pay.” How income is recorded and received can have a major affect on the mortgage bank’s ability to use it to assess an ability to pay. The amount of someone’s salary is obviously important but so is how long they have been earning that amount. The significance of how long they have been earning that amount can be affected by occupation. An entrepreneur who has successfully launched a business may now be earning NIS 20,000 per month but may be in a difficult situation if, for the past two years, his/her monthly earning was NIS 6,000, for example. In many cases, the bank will not use the NIS 20,000 to assess an ability to pay because, due to the lack of history, it will be viewed as lacking a measure of “sustainability.” Here, too, there are exceptions. When an attorney goes from being a stagair (apprentice which is required after graduation) to working on his/her own, if they had a history of income as described above due to a professional designation, the mortgage bank may use the NIS 20,000 per month to assess their ability to pay because they can see an ability to sustain that income because it’s common for the profession. How income is recorded and received can have a major effect on the mortgage bank’s ability to use it to assess the ability to pay. These are just some of the factors involved in determining your ability to receive a mortgage. There are many other factors as well. By beginning the mortgage process early with a broker, you can dramatically increase the likelihood of receiving a loan on your terms.  Moshe Wilshinsky is the CEO of Moville Mortgage & Finance LTD. Contact information: Dial 073 796 2226 and press the special 711 Bizness Magazine extension. U.S.: 201 377 3418; UK: 208 596 4501. Website at www.movillefinance.com

OUR NEXT ISSUE: PURIM!!! Reserve your space now

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•

Property Inspector

External & Internal

Sealing for your Walls No More retivut, Mold or Leaks!

By Meir Luzon

02-5901227 www.luzon.co.il info@luzon.co.il

n the past two articles, we introduced you to the new technologies that allow for the identification and detection of water leakage points with maximum accuracy. Today, I would like to continue our discussion by examining the process of fixing and repairing the damaged areas. Like in many other fields, technology has changed the world of insulation. Twenty years ago, in order to seal effectively, we would have had to use dirty tar. That process was long and smelly. I recall many years ago, at the beginning of my career, we would arrive at the client’s home at 7:00 a.m. to start the process. The neighbors would complain about the smoke and smell and the whole procedure was quite unpleasant. In contrast, today we use simple materials that can provide the same effective insulation without all the mess and smell. Today we attain better results with green, environment-friendly products, while we work exclusively with firstclass sealant materials. This not only produces better results but also allows us to complete the job in days instead of weeks. In general, there are two ways to approach insulation problems. The more common one is “external sealing,” which means sealing the exterior wall. The second method is called “internal sealing,” which means sealing from the inside. 30

• January 2013

As a general rule, we prefer not to break walls, unless absolutely necessary. Of course, that’s not always the case. Our concern about the environment is not only limited to the products we use. We are environmentally conscious in everything we do. For example, we have started to send out our reports via e-mail instead of printing hard copies. Many times insulation problems are caused by problems initiating with your neighbor’s porch which impact on your property or vice versa. Obviously, the correct thing to do is for the person on whose property the damage is originating to take responsibility and fix the problem. Unfortunately, in many cases, however, that’s not the case. If necessary, our report can be used in court if your neighbor is unwilling to take responsibility. Our advice, based on our years of experience, is take the initiative and fix the problem in order to prevent collateral damage. Then approach the neighbor and present the facts. The same goes for new home owners who find water leaks that they weren’t told about. First fix the problem and then sue the seller, if it comes to that. Similarly, if your home is the source of the problem, we recommend solving the problem as soon as it begins in order to prevent further damage. Tip of the Month Although not directly related to our job, I would like to address an issue that has an impact on our work–neighbor relationships.

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Story from the Field A few weeks ago, we were called in to fix a ceiling which had a leak caused by the neighbor upstairs. In order to fix the problem, we had to seal the floor of the neighbor’s porch and lay new floor tiles. Although the neighbor’s porch was the source of the problem, he refused to deal with it. But worse than that, he was uncooperative and kept on changing his mind about allowing us access to his porch. He came up with ridiculous requests and, overall, caused a relatively simple job to take much longer than necessary. As professionals with many years of experience, we always think we have seen it all, but sometimes, even we are taken by surprise by people’s behavior. I wish you all honest and decent neighbors but, even if that’s not the case, we at Luzon will help you through the process in order to fix your leakage problem and restore peace to your life.  About the Author Meir Luzon is a professional in the field of property inspection for over 25 years, specializing in water leakage and moisture detection. He was the first to import advanced U.S. standard detection technology and to precisely locate insulation weak points. Utilizing his experience and knowledge will allow you to save thousands of shekels when buying or renovating your home. Meir is a member of the Bizness Magazine Professional Network offering a free 15minute consultation. He can be reached at 02-5901227 or info@luzon.co.il website www.luzon.co.il.

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Orthodontics

Smiling from Bet Shemesh to Jerusalem with Smile Talk

Dr. Lavi and Dr. Gherman

and teeth and creates a familiar thumbsuckers’ look that involves a narrow, “sucked in” palate, top teeth that are spaced out and stick out, and lower teeth that are pushed in. Many parents may be already nodding their heads because they see this look in their five year-old thumb sucker. “Oh, the Thumb-Sucker’s Thumb Is all wrinkled and wet and withered as white as the snow, But the taste of the thumb is the sweetest taste yet As only we thumb-suckers know.” —Shel Silverstein

any people are ashamed to admit that they once sucked their thumbs but you should know that almost all normal children engage in what is called non-nutritive sucking, be it thumb sucking or a pacifier. The security of having a “friend” that is always there for you (attached to your hand) is very comforting, making it difficult to let go of the habit. This brings us to the big question: When should a child stop sucking? Generally, thumb-sucking when there are only baby teeth present, has little, if any, long-term effects. However, if the thumb-sucking persists beyond age seven, when the adult teeth begin to erupt in the front, then the child can develop what is called an open bite. The open bite that develops from a thumb habit results from two forces. First, the thumb itself, constantly in the mouth, blocks the eruption of the adult teeth. Beyond that, the sucking action literally warps the upper and lower jaw

• January 2013

NOW BEFORE YOU PANIC You might be amazed to know that even a significant open bite can resolve by itself as long as the thumb-sucking habit is broken! This is because the tongue and the cheeks create a perfect balance of forces designed to place the teeth in the precise, proper position. As long as the adult teeth erupt into an environment that does not include the thumb or the pacifier, they should find this balance. The warped jaws can remodel and find their ideal shape. This is why the American Association of Orthodontists recommends that children first see an orthodontist at age seven. For those parents who do not want to take the chance of waiting until age seven 7, here are a few tips that might help break the habit at home: Don’t Mention It: Sometimes not giving attention to a habit is enough to stop it. Use Positive Reinforcement: No thumb? Get a trip to the toy store. Never use negative reinforcement at an early age, such as hot sauce, chrain (horseradish) or schug (Yeminite hot sauce) on the finger. And please don’t threaten to chop the finger off. These methods can often backfire big time! Identify Why: Maybe stress is causing the habit. Identify the real issue and

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provide comfort in other ways--such as a hug or reassuring words. If all this fails, you should bring your child to the orthodontist for a heart-toheart talk. For many kids, a shmooze with the Orthodontist is often more effective than a talk with Mom and Dad. If this doesn’t work, we may recommend a special orthodontic appliance called a habit breaker or thumb guard which works in almost all cases. This will prevent your child from placing his thumb against the roof of his mouth. As you can see in the picture, the combination of a habit breaker and braces allows us to correct almost all open bites.

This patient sucked her After a habit breaker and thumb on her right side till with braces, a very happy she was 12 years old. patient!

Finally, I will leave you with a funny story that my professor once told me. He had a patient that had all the signs of thumb sucking, but the child kept denying that he sucked his thumb. At the next visit, the parents told my professor he was in fact wrong, their child did not suck his thumb...he sucked his big toe! Talk about putting your foot in your mouth! Dr. Eliyahu Gherman is located at Ibn Gevirol 15, Rechavia. The phone numbers are: 02 5619770 and 02 5619780. The hours are Sunday, Monday, Tuesday and Thursday from 8 a.m.-3 p.m.; Wednesday 8 a.m.-7 p.m. and Friday 8 a.m.-12 p.m. Dr. Edo Lavi’s ofﬁce is located at 1 Nachal Tamar1, Ramat Bet Shemesh. The phone number is: 02 992 3363. 

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Exclusive Interview with

Hatzala Bet Shemesh By Adam Goldstein

It is here for us - May You Never Need It

What is Hatzala? Hatzala is a unique Emergency Medical Service for the community, by the community. The idea of Hatzala was originally founded in Williamsburg, Brooklyn in the 1960s. Hatzala Bet Shemesh is an independent organization based on the mission of the original Hatzala in the US. We are unaffiliated with any other medical service in Israel and unmatched by the fact that we also transport our patients to the hospital with our fleet of three fully-equipped ambulances. All of the volunteers are regular community members who will drop whatever it is they may be doing to rush to their neighbor in need. Hatzala Bet Shemesh was founded in 2004 by some dedicated community members with strong medical backgrounds and a clear vision to serve the public with the best emergency medical care available. Where does it operate? Hatzala Bet Shemesh is comprised of volunteers from different walks of life and religious backgrounds. With three ambulances, we serve the Ramat Bet Shemesh greater area including Ramat Bet Shemesh Alef, Ramat Bet Shemesh Bet, the City of Bet Shemesh and the surrounding moshavim. These volunteers include a medical director, doctors, midwives, paramedics, EMT’s, dispatchers and other volunteers who recognized the need for a group of life saving medical first responders providing emergency medical treatment. These highly trained responders arrive within the first critical minutes of an emergency to administer basic life support, as well as to transport the patient to a hospital if necessary. From 2006 until today, Hatzala Bet Shemesh continues to fill a real need, doing invaluable life-saving work utilizing its fleet of three ambulances. Hatzala volunteers now treat patients from the time of the call until they are, if necessary, transported to the hospital. Because the volunteers live in close proximity to their patients, this minimizes response time. Response time is critical in saving lives. The continuity of care from the scene of the call or accident by one team, which can accurately brief hospital staff and trauma surgeons on the exact nature of the issues, has a tremendous effect on patient outcomes. In addition, local knowledge of the community provides the responders with essential information an outside service would not have. Such information can be life-saving. 34

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January 2013

In addition to emergency responses, Hatzala also offers basic emergency first aid courses in schools and to the public. Hatzala Bet Shemesh does not charge for emergency house calls or for emergency transports to hospitals nor do we get any funding from the State of Israel or reimbursement from insurance companies. Is there a Bet Shemesh chapter? Hatzala Bet Shemesh only services the greater Bet Shemesh area and is the only Hatzala volunteer ambulance service in Israel. (No other Hatzala service in Israel transports patient’s via ambulance to the hospital.) Who runs the organization? The organization was founded by Bentzi Novack and today is run by the Hatzala Vaad which includes: Bentzi Novack, Hillel Abrahams, Matan Nitzky, Moshe Braun and Eytan Yehuda Dzikowski. Who qualifies for assistance? Everyone, no matter what age, gender or race. In what instances should people call Hatzala? In any medical emergency. We are not doctors. Patients don’t get seen faster when brought in to the hospital by Hatzala. But, we care for the patient from the minute we get to the patient until they’re taken care of by the medical staff at the hospital. We provide full transports and use top-of-the-line equipment. When in doubt, Call! Why call Hatzala instead of Magen David Adom or similar organizations? Hatzala Bet Shemesh does not require payment for its services. This allows patients who are having financially difficulties to get emergency medical care without having to consider the cost. The organization is a shomer shabbos organization under the guidance of local rabbonim which helps cater to the community needs, especially on Shabbas and Yom Tov. In addition, because of the way our volunteers are selected, based on geographic location, we’re able to have a much faster turn around time from the second the call is made until a first responder is by the patient’s side. Response time saves lives. Patient comfort is aided by having frum, understanding volunteers helping out. All halachic sensitivities are cared for as well. What are the qualifications of Hatzala personnel? All Hatzala personnel are, at the very least, Emergency Medical Technicians who took a grueling course and passed all

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02 999 3939

the written and practical exams. This includes all the dispatchers and volunteers who respond to the scene and all ambulance personnel. We also have specific professional volunteers who might be necessary in specific instances. For example, we have a number of midwives who volunteer in a case of an active delivery. A number of other medical professionals such as physicians, nurses, and paramedics volunteer as well. What about during Shabbat? Shabbat is unique only in the fact that we pay a non-Jewish ambulance driver to drive our primary ambulance, so that our volunteers are able to provide the best treatment, even on Shabbat. Yes...during kiddush, davening, etc. This past Yom Kippur, some of our volunteers went back and forth a few times from Bet Shemesh to the hospital, without breaking the halachot of Shabbos or chag, even in nonlife-threatening situations. Does Hatzala Bet Shemesh receive calls every day? Hatzala Bet Shemesh responds to an average of three to five calls per day.

What are the most common emergencies? Due to the closest hospital being a half hour away and a relatively young population, obstetrical emergencies are the most common. Who decides which hospital to take people too? In an attempt to make the patient feel as comfortable as possible, we let the patient choose which hospital is the best for them. Obviously, in a serious emergency, the closest hospital will usually be the best choice. Tell us some life saving stories. On Wednesday. November 28, 2012. an elderly woman, Mrs. Margolis (name changed to protect privacy) was here for a bar-mitzvah of her grandson. Mrs. Margolis was highly mobile and self-sufficient and stayed in her own guest suite. Upon walking in to the guest suite, her daughter noticed a pool of blood on the floor. Upon further investigation, she found her mother asleep on her bed with blood on the pillow. When she woke her mother up, Mrs. Margolis had no rec-

ollection of anything happening. Then she started repeating herself, making it obvious that she was in a state of confusion. Mrs. Margolis’ daughter called Hatzala Bet Shemesh and with an immediate response, we arrived at the guest suite in the ambulance and transported Mrs. Margolis to Hadassah Ein Kerem Trauma Unit where she was treated and was given a short hospital stay. She was released with a slow bleed on the brain with a good prognosis and restricted travel arrangements to minimize pressure on the brain. We believe that she will make a full recovery! On Friday night, November 30, 2012, at 8 p.m., we received a call about a two-year old girl, Tanya, who was severely dehydrated. We transported her in the ambulance to the Terem Emergency Care Center here in Bet Shemesh. There she was given liquids intravenously and then released. Later that evening, at 1 a.m., the mother called us again, reporting that her daughter was looking worse and not doing well. When the Hatzala crew arrived, they noted signs of internal injury with bleeding. We transported her immediately, as an urgent transport, to the Sharei Tzedek Pediatric Hospital where she was diagnosed with severe bilateral kidney failure from dehydration. She is now in the ICU with dramatic signs of improvement and there is no doubt that the quick action and transport saved this girl’s life. The doctors said that had she arrived any later at the hospital, she may not have survived. How can the community help save lives? We need help! We get no money from the government. We need help with better equipment. Your donations will allow us to continue our work. We cannot do this without your help. Do you need volunteers? Yes! We are currently looking for volunteers, EMTs and ambulance drivers. Where does the funding come from to operate, buy ambulances, purchase equipment, pay personnel, etc.? All of our operating costs are paid through the generosity of private donors, the residents of Bet Shemesh, the community we serve. It is very important to note that the ONLY paid personnel in Hatzala Bet Shemesh is the (non-Jewish) Shabbat ambulance driver. All others are volunteers, including all the directors! This means that every dollar you donate to HBS goes directly back to the community! What’s the number to call for emergencies? In case of emergency, call 02-999-9992. Hatzala operates 24/7. Is there an information number? Office: 02-991-2345 www.hatzalabeitshemesh.org  BIZNESS MAGAZINE

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Mother & Baby

Binah Baby

A Place for Mommies –What an Idea!

We spent a good part of the afternoon with Dr. Shoshana Kesner learning a lot about her and Binah Baby, a professional and caring “Mommy and Baby” support center. While we were there, a young woman walked in and shyly asked Dr. Kesner, “What do you do here?” After a very short conversation, the young woman said, “Where were you two years ago when I needed you?” Shoshana, where are you from? Originally, I am from Los Angeles, California. What’s your professional background? I started out in labor and delivery, then transitioned to mother and baby nursing and early parenting education. I reached my ceiling within two years and my husband encouraged me to study midwifery and alternative medicine. I focused on care for women in transition to motherhood, infants and toddlers. I hold a Bachelors degree in nursing, midwifery certification, and I am a Doctor of Homeopathic Medicine. I am unconventional, although I believe that conventional medical care is as crucial as alternative care in support of the whole person’s overall health. How would you define Binah Baby? Binah is wisdom. Specifically, women’s wisdom, and we were given an extra portion. Women need the wisdom of others so that they can achieve their goals to be the best mothers to their children. We have known these things throughout the centuries; we just forgot to tell each other for a while. Binah. It is for baby, about baby and everything mommy and baby! What made you decide to open Binah Baby? I have been dreaming of this center 38

• January 2013

for many years. After making Aliyah in 2006, I recognized that even with the available systems for mothers after birth, there was a need for continued support, guidance and referrals in their primary language. I thought, there must be a place for women to go to access the guidance and to support each other, and acquire some items that make life with baby easier. There is a lot of isolation in new motherhood. Add to this the truth that mothers need a place to receive non-judgmental guidance so that they can be the parent they choose to be. That isn’t so easy to find here. It was clear. I must do this. I cannot reach as many women if I am running from home to home. I will make a central location for any mother, from all the neighborhoods, to access the knowledge and guidance. Whenever they need it. Because they do, And it’s a sweet, calm, pleasant and fun place to be with other mothers. What are the specific services mommies can receive? Binah Baby serves as a resource center that educates, guides and encourages parents as they learn to care for their baby. We also provide a caring environment where new parents can bond with each other and their new babies as they share experiences. We provide classes, referrals and access to experts in newborn feeding, sleep, behavior and health. Our mis-

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sion is to nurture, support and empower all new parents with compassionate service, quality information and outstanding products. Mothers will receive late pregnancy support with birth information, pre-lactation support and classes on infant care. Mommies will receive information about infant development in the first years, signing for babies, music, massage and more. A very important topic is babyproofing the marriage. Babies sometimes can throw a curve ball in a relationship. Also, we talk about what matters to mommies, everything from strollers to siblings. There are special events and speakers, as well. On January 22nd, we have scheduled a speech pathologist. Stroller Strides is a free walking group where babies get some fresh air and mommies can get in shape for the next stages. In addition, we have a free, walk-in, weigh station-a place for mommies to track their baby’s growth whenever they want to. We also have a nice, quiet place where mothers can feed their babies, where there is soft chatter about all things motherhood. When mothers need special services, I will be able to refer them to reputable, caring specialists. And mommies can find cool baby stuff, brought in from the U.S., to make life with an infant simpler. Why is this service more relevant in Israel than other places? Simply, Aliyah. Binah Baby provides mothers with a supplement, a place for them, in their language, anytime they want it. This provides mothers with familiar and similar services found outside of Israel. Is-

02 999 3939

rael has an excellent health care system, with access to pediatricians and well-baby checks at tipat chalav. I have a policy of not providing medical advice or care. I think outside the box and I am thrilled to support the amazing medical systems in place. Can you share with us a life changing case? A mother of multiples (twins, triplets) was struggling to balance the needs of more than one infant at the same time. She is a mother of older children, so parenting was not new to her. I was called in to support her at nights, as one baby was not easily soothed and it was a trying time. They had the baby checked, headto-toe, by doctors and tipat chalav. There was no identifiable physical concern. I was with the family for a couple of days when I realized the issue the baby was having. This baby was unable to integrate and adjust to the life of a busy family. I noticed that the stimulation from the normal family patterns, were overwhelming for this baby. So, after discussing this discovery with the parents, we came up with some solutions to slowly integrate this baby into the family routines without changing those routines. It worked for them but the baby needed time. After a few weeks of the plan being applied, baby was adjusting. The parents were also aware that the baby might need support in sensory integration as she grew. The parents were pleased and the two year old now has the support services she needs because the parents were aware of this baby’s needs. Tell us more about the classes you provide. The classes are both social and informative. They stimulate babies, increase bonding and provide mothers with information to make the best decisions for their own children. I love using sign language for pre-verbal infants! It’s one of my favorite things to see little babies signing that they are hungry, wet, happy, or want more.

It’s amazing to see a baby say “thank you!” Great classes allow for great thinking and we talk about developmental norms and what’s within the normal range. If a parent can identify what is outside of the normal range, they can go to their doctor and be the best advocate for their child! We provide easy solutions to soothe baby, gain sleep, ease sibling relationships and ease the transitions of early parenting. What’s a postpartum doula? A postpartum doula is a non-judgmental, caring support person who “mothers the mother” after the birth of a baby. She is a knowledgeable, friendly guide in feeding, sleeping, maternal recovery and family transitions. She understands the normals and can help parents identify when there is something that needs attending. She allows the mother precious rest, provides the father with information and reassurance and assists the siblings in their good relationship with baby. Some will even fold a load of laundry or prepare simple meals! I authored the first English postpartum doula course, taught it and now, others are teaching my course in Hebrew! Are there fun activities? Oh, most definitely! Well, I think it’s all fun...But specifically, we will

have a stroller walking club and mommy nights out and more activities are in the planning stages. Who should come to Binah Baby? Any woman at the end of her pregnancy as well as mothers of infants through three years old. This is for all mothers, not just first timers! We hope all women from the community will come in and take advantage of the benefits we provide. We do not forget that fathers and grandparents need support and information as well. We are planning events for them, too! How do I know if Binah Baby is a place for me? Becoming the mother you want to be is a process. As babies grow, parents adapt and become the experts on their children’s needs. Binah Baby helps all mothers to find the best solutions, resources and inner wisdom to maximize their mothering! How can people learn more about Binah Baby? We are online at www.binahbaby. com, or on Facebook and Twitter. Binah Baby has helped women in the community, so ask a friend about us. But the very best way to get to know Binah Baby is to come in, have a chat, and be with us because we are here for you and with you! Call us at 054 234 2367. We are located at Maor 8 (ground floor), RBS A. 

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Air Conditioners: Learn How to Save 10%-25% in Energy Consumption

By Tzvi Lefkowitz

or an air conditioning unit to function effectively and efficiently, its filters, fins, and coils have to be serviced on a regular basis. Neglecting necessary maintenance will result in a steady decline of its performance and a rise in its energy consumption. Air Conditioner Filters The most important maintenance task that will ensure the efficiency of your air conditioner is to routinely clean its filters: Exterior filters on the wall units and both exterior and interior filters on mini central units. Clogged, dirty filters block normal airflow and reduce the system’s efficiency significantly. With normal airflow obstructed, air that bypasses the filter may carry

dirt directly into the evaporator coil and impair the coil’s heat-absorbing capacity. Keeping the filter clean can lower energy consumption by 10% to 25%. Most air conditioning system’s filters are washable and reusable. The filters should be cleaned every two to three weeks during the heating or cooling season. When the air conditioning system is in constant use and/or when it’s subject to dusty conditions, the filters should be cleaned once a week. Air Conditioner Coils The evaporator coil collects dirt. A clean filter prevents the evaporator coil from soiling quickly. In time, however, the evaporator coil will still collect dirt. This dirt reduces airflow and insulates the coil, reducing its ability to function

effectively. To avoid this problem, check your evaporator coil every year and use a qualified technician to chemically bathe the evaporator coil, as necessary.  About the Author Handyman Tzvi has many years of experience in general contracting and home construction and renovations. Tzvi made aliyah from New York where he built multi-unit projects and custom homes. Air conditioning is one of his passions. He provides care and maintenance services for all the major brands including: Elco, Electra, ECP, Tadiran, Tornado, Fu- jitsu, Mitsubishi and LG, among others. He thoroughly explains the work to be done and his prices are honest and affordable. Tzvi is also an expert in all other home related services such as electricity, plumbing, major appliances repair, carpentry and general repairs. Tzvi has a large customer base in Jerusalem and Bet Shemesh. He can be contacted at 054-498-5298 or visited on his website www.HandymanTzvi.com.

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Moving Stories about By Roz Lyons

Moving Money

Income in one country and bills to pay in another? Businesses and individuals in Israel, including olim and commuters who earn money outside of Israel, often need to transfer money overseas quickly and cost effectively.

ohn Benporath, Montrose Securities CEO, is an international financier who looks for optimal solutions to assist individuals and businesses with their overseas transactions and investments. John tells us about some of the people who have been helped by Montrose Change. “One of our clients came into the Montrose Change store last week needing to settle on a parcel of shares purchased on the New York Stock Market. He gave us the equivalent amount in shekels and we immediately transferred U.S. dollars into his American bank account to facilitate the settlement.” “Just before the U.S. holiday period, we were approached by a commercial client whose business transaction urgently required payment in the States before year-end. As the banks would be shutting down, he couldn’t take the risk that the money might get stuck somewhere. He was happy to pay the $25 immediate transfer fee so that the money would arrive that same day in his U.S. bank account.” “Montrose offers a next-day service for $15 and a threeday transfer service for just $5. This helped another customer wanting to send $1,200 to a family member in the States. They gave us the dollars in cash and we transferred the money to their U.S. account. Some people even come to us when they do not have money to transfer. One local resident needed $10,000 sent to America to refinance a business loan. Montrose Securities arranged a second mortgage on his house in Israel as a short-term bridging loan and the money he needed was wired to America.” “But please don’t think that we only help with American transactions! Montrose can also transfer money to or from Australia and the UK. If customers bring us shekels or foreign currency, we can deposit the equivalent sum in their bank account or another account on their behalf. If they need money transferred to Israel from overseas, they can simply organize a bank transfer into the relevant Montrose bank account in America, Australia or the UK, and we will pay them here, either in shekel cash, check or bank transfer into their Israeli account. There is no fee for this service and our exchange rates are always competitive.” Recent olim and people planning Aliyah come to Montrose to discuss the best way to transfer their money to Israel. John or

one of his team can also advise them on mortgages in shekels and foreign currencies, particularly if they have overseas income. “We are now offering a mortgage brokering service including Currency Combination Mortgages, which can be an excellent hedge against currency fluctuations. For example, we are arranging for an American client, whose income is in U.S. dollars and shekels, to buy a property in Israel with a combination dollar-shekel mortgage worth 1.2 million NIS with one local bank. The borrower will be able to repay the loan in a mixture of dollars and shekels. His dollar repayments will not be affected by exchange rate movements, so his monthly repayments will remain constant whatever the value of the dollar.” “Many olim would benefit from a Currency Combination Mortgage or a loan in the same currency as their income or assets. Through Montrose’s excellent business relationship with a number of Israeli banks, we are able to help olim and vatikim [old-timers] to make optimal arrangements for loans in a mixture of currencies, not limited to U.S. dollars,” explains John. John Benporath can also help people who are looking to invest money or raise capital for property projects around the world. “We specialize in arranging and providing high yielding first and second (mezzanine) mortgage syndicates to provide finance to qualified property owners, investors and developers. We also invest in high-yielding short-to-medium term bank deposits in Euros and U.S. and Australian dollars which are available to Montrose customers.” Details can be found on the new Montrose website: www.montrosesecurities.com or you can arrange a meeting with John Benporath by calling 076-540-6563 or emailing john@montrosesecurities.com. The Montrose Change store is located in the Park Center on Nahal Dolev where there is plenty of free parking. It is open from 8:30 a.m. ‘til 7:00 p.m. every day and until 1:00 p.m. on Fridays and Erev Chag.  BIZNESS MAGAZINE

•

Interview with

Dr. Avraham Rottman

“The family doctor must skillfully mold medical knowledge to fit the unique individual.” Where are you from? I was born in Baltimore, Maryland and lived in Washington D.C. and Cleveland, Ohio, before coming to Israel in 1991. I have lived and worked full-time in Bet Shemesh since 1992. I was the first English-speaking and U.S.-trained doctor to live and work here. What made you want to become a doctor? I was interested in science. I enjoyed the satisfaction of helping others. I considered a degree in psychology but…I then saw general internal medicine as a career that could combine both. What’s your formal education? Where were you trained? I have a master’s degree in physiology and a medical degree from Georgetown University School of Medicine. I completed three years of internal medicine specialty training at the Georgetown University Hospital and am recognized both in the U.S. and in Israel as an expert in internal medicine. In addition, I have 25 years of experience working in urgent care and emergency settings. How does the busy schedule of a frum doctor allow time for keeping up with the latest medical developments? In Israel, that’s easy. There are many, many medical conferences and seminars here that provide updates on the latest advances. I make a special effort to attend as many as I can. In Israel, the schedules and dates 42

• January 2013

do not conflict with Shabbat and our holidays. In the U.S., this was not the case. And of course there, it was very difficult and inconvenient to obtain kosher food. What do you love the most about your career? I love being a doctor! It’s exciting! It’s thrilling! It’s stimulating! It’s challenging! It’s gratifying! It’s educational! Each and every day is a new adventure. Will I see colds and flu? Or will there be acute sudden heart ailments, breathing problems or broken bones or lacerations? I am blessed to be able to provide a meaningful essential service that helps people. A doctor is what we call in Hebrew a shaliach. I must comment on a unique aspect of my practice. Since I am a Bet Shemesh resident, many of my patients are my friends and neighbors. I am honored and humbled by their choosing me to care for them. I zealously guard the privacy of my patients and I refrain from discussing medical conditions outside of the office. What have you found to be the most outstanding difference between the Israeli medical system and its American counterpart? The knowledge and skills of the Israeli doctors are equal to that of their American counterparts. The cost of medical insurance, medical care and prescription medications is dramatically less here in Israel than in the U.S. Access to medical services is much easier and more convenient

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here in Israel. In Maccabi, I take special pride in seeing anyone who wants to see me on the same day. In addition, we are often able to arrange for patients to see specialists in the shortest time possible, even on the same day. Another difference is that the medical records are computerized in Israel. This allows tremendous improvement in care and in communication between providers. In the U.S., most records are written by hand. How about the main difference between Maccabi and the other kuppot for the average family? I have been a Maccabi member for over 21 years and a Maccabi doctor for 16 years. I am extremely happy and satisfied with that. Our doctors and our administrative staff are firstrate! Maccabi places patient needs first. It understands that its mission is to provide and ensure complete and comprehensive care during the lifetime of the individual. I believe that Maccabi’s computer electronic medical record is truly world class. And Maccabi uses it for the benefit of its members. In my area of primary care, Maccabi is very involved in ensuring that its members get the essential preventive services and health maintenance. Don’t be surprised if we call to remind and encourage you! How should people choose a family doctor? We say that medicine is an art and not a science. This means that the family doctor must skillfully

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mold medical knowledge to fit the unique individual. The family doctor needs to have patience and to be a good listener. A good family doctor is one who takes an interest in you and one who asks a lot of questions on your medical condition--a lot! Choose a doctor who has had a good training, good knowledge, is available and with whom you have rapport, someone whom you can trust! Choose someone who will be with you as your advocate to ensure that you get the best and most comprehensive care. Choose someone that you would like to see again. Choose someone that you can contact in an emergency. (My patients know that they can contact me by cell phone or e-mail if there is a medical condition that cannot wait until office hours.) What would you tell to parents and young people looking into the medical field as a career? A medical career, with Godâ&#x20AC;&#x2122;s help, can make a significant impact for the good in the life of another. What a merit to be able to do that! The reward and job satisfaction are immense...but the road to get there is long and hard. There are many challenges and sacrifices along the way and it requires discipline and dedication. In which medical center do you see patients? I was the first doctor to work in Maccabi in Ramat Bet Shemesh Aleph in 1999 and I continue to practice there in the main shopping center every morning and some afternoons. After Shabbat and on Sunday evenings, you can often find me working in urgent emergency care at TEREM. I can be contacted at 054-749-0332 or rotman_av@mac.org.il. ď&#x20AC;ź

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Interview with

A.D. Exclusive Catering After receiving incredible reviews about A.D. Catering, we decided to interview Alona Pahima, the owner.

Alona, what is your background? I was born in Israel and lived in New York where I met my husband. We made Aliyah two and a half years ago to Ramat Bet Shemesh. I started this business while living in New York. I did the catering for many kidushim and britot. Where did you learn to cook? I never cooked when I was young; I got married without knowing how to cook. Then, after a few years, my sister became a well known chef and that really sparked my interest. My husband taught me and I started cooking and becoming better and better at it until I became a very good cook. Now I even serve the food at home as if it was a catering event. What do you admire the most in a catered event? I am happy to see people enjoying themselves and eating delicious food. I also enjoy seeing a beautifully decorated and professionally served table. Why did you choose to get into the catering business? I had no plans to do so. I was pushed by people that knew of my cooking abilities. One thing led to another, and now I run a successful professional catering business. What is special about your service? I am very straight and trustworthy. I’m always on time and my food is very fresh, delicious, and beautifully set up. Once you are consistent in showing that, people start talking about you and the calls come. Who is your typical client?

I cater to everybody; Americans, Israelis, Moroccans, French, you name it. What do you enjoy most in the field? I enjoy the results at the end of an event. Receiving compliments is very enjoyable. What size event do you specialize in? We like catering events of between 20 and 200 people. Do you have a preference for location? Not really. If I am not familiar with the place, I go ahead of time to check it out and plan accordingly. What type of events do you cater? All types of events: Corporate functions, Bar/Bat Mitzvahs, Weddings, Shul Kiddushim, Shevah Brachot, Britot, Shalom Zachors and even family Shabbat meals. What type of food do you cater? I cater dairy, meat, parve, Chinese, and Moroccan menus among others. Upon request, I can get all kinds of petit fours and chocolate specialties.

I heard that you make a very yummy cholent. Can someone order just cholent for Shabbat? Yes, many people do. I bring the cholent in my crockpot and leave it with them until Shabbat finishes. Do you make samples for your clients to taste and select dishes? I do every thing the client requests. That is what providing an excellent service means. What is your hashgacha? We have our own Mashgiach. We use Badatz Eidat Chareidit, Rav Machpud, and Badatz Beit Yosef. How about the set up? Set up is included in the price, and we decorate the tables according to the theme of the event. We can make an event using paper goods or real china with beautiful tablecloths; it can be buffet style or a sit down formal dinner, according to the client’s request. How can people contact you? They can e-mail me at alona7171@gmail.com or call me at 052 837 7339 or 052 420 4960. 

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•

What is

AngloProtekzia?

e are a company thatempowersthe individual Anglo consumer. AngloProtekzia strives to be the “one stop shop” for our client’s post-Aliyah issues. How do you do that? Our first effort involves auditing our clients’ service providers’ (i.e internet, cellphone, newpaper etc.) bills. We then lower their bills by renegotiating with the service providers or, if necessary, by switching providers. Our fee is taken from the savings. If we do not save the client money, there is no fee! Thereafter, we continue to serve as a resource for our clients and we help them field any curveball that Israeli life throws at them. How do you get better prices? We are like the ”Groupon”© for service. We identify ourselves as AngloProtekzia, calling on behalf of Client X. The service providers know who we are and that we represent hundreds of customers. They know they must respond to us favorably. They are aware that we make it our business to know the lowest prices available at all times. Therefore, they know that they cannot take advantage of us as they do individual customers. We deal directly with the managers and, in some instances, we are able to obtain prices that are unavailable to the general public. When you say that companies are taking advantage of Anglo clients what do you mean? When the service providers hear an Anglo accent, they go into ”kill mode,” figuring if they ever get called to task on their half lies, they can always pull out the ‘ee havanah (translated as “misunderstanding”) card. ”No, I did not lie to you, you misunderstood me”. I hear the same horror stories over and over again. It is clear that there is a pattern of unscrupulous business practices. 46

• January 2013

What other service do you offer? AngloProtekzia has strategic alliances with many professionals, including accountants, lawyers, financial advisors, and more. We offer our clients a referral service gratis. All our professionals are Anglo or speak English fluently. We have attorneys specializing in every area of law in Israel, the U.S. and the U.K. and accountants who deal with accounting in Israel and abroad; whether personal or business. What are your greatest accomplishments since launching the business? 1. We have saved our clients in excess of a quarter million shekels and are closing in on a half million shekels. 2. We have saved several individual families in excess of 14,000 NIS a year . 3. We have discovered several instances where our clients were paying for duplicative services (i.e. tashtit internet) for many years in excess of 1,000 NIS/yr and we ”stopped the bleeding.” 4. We had a single mother come to us practically in tears, explaining to us that she had difficulty putting food on the table for her children because she has not been receiving her Bituach Leumi payments for years. She did not know why or how to solve the problem. We got involved and our Bituach Leumi expert discovered the problem within two hours! She then reversed it and our client’s Bituach Leumi payments resumed. She even received her past payments retroactively! Does AngloProtekzia have a presence on the internet? Yes, we do. Our website is www.AngloProtekzia.com. We also have a Facebook page with advice, tips, new consumer laws protecting consumers and any and every other topic of interest

Bizness Magazine

to Anglos. Additionally, we post public service announcements on every Anglo Yahoogroup in Israel, Janglo/Tanglo and Nefesh B’Nefesh. One can learn more about us from the articles written about us in the “Ha’aretz” newspaper and in the “Jerusalem Post.” The links are in our website. What is your background and why did you start AngloProtekzia? I am an attorney licensed to practice in the State of New York and Federal Court. I was the principal of the Law Office of Moshe D. Fuld, P.C. which we specialized in civil litigation. Our goal was to level the playing field for the consumer, including suing big insurance companies to recover money rightfully owned to the consumer. We, in fact, were quite successful in doing so! I returned to Israel in 2006 (made Aliyah 28 years ago when I came to volunteer for the tanks corps in the Israeli army) and immediately started helping those who made Aliyah with us to get a head start on their new life. I am currently the Rosh Vaad Klita in the yishuv Chashmonaim. However, in years prior, in an unofficial capacity, I helped the new arrivals to our yishuv (settlement). It became patently clear that new and not so new olim needed somebody to “cover their backs” so they wouldn’t be made into fryers (the local word for suckers). AngloProtekzia fills that void. ”We’ve got your back!” We hope to return your hard-earned money BACK to your pocket and, at the same time, help you live the dream of our forefathers/mothers without all the ”noise.” How does one reach AngloProtekzia? Either through our website, AngloProtekzia.com or one may send us a message through our Facebook page or via e-mail at Moshe@AngloProtekzia.com or call us at 08-995-3030. 

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Interview with

Ida Ben Ari

“Choosing a real estate agent is just as important as choosing, for example, a doctor.” Where are you from? My family tree is South American but I do not speak Spanish. I grew up in New York. My life with my husband Michael began in California where I worked in different school systems and I made Aliyah from there. What made you look into becoming a real estate agent? Working with people is something I have always done. During the different stages of my life, there was always a need to balance family life with work and the need to hold on to a career that allowed me to be in contact with people while not sitting behind a desk. Being a real estate agent is fun, challenging and stimulating. One is always learning new things. It is a business that allows you to see people’s likes and dislikes. At the end of the day, you help people even if it doesn’t always result in a purchase or sale. You have worked for some of the largest agencies, what makes one different than the others? When working with a large company, the option exists to trade ideas with the many agents that work there. The large company will have agents throughout Israel which will be beneficial when looking for properties outside of Bet Shemesh. This was beneficial to me and to the sellers and buyers. When I continued to work in real estate, but under a different company, the benefits varied. Being employed in a smaller company created an experience with more of a family atmosphere. This encouraged a strong loyalty to help the company succeed. One agent’s success 48

• January 2013

was everyone’s success. It gives us real estate agents the drive to seek information for our clients and work with many other real estate agencies. Why did you decide to start your own agency? In nature, the mother bird provides safety and food for her babies until they become fledglings--baby birds that begin to leave the nest. Over the years, I have worked with a great staff and am thankful for that. During that time, I developed my own style of workmanship. This is now the time for me to open my business in my style using my methods and my ideas. What makes you different from the other agents? Every person we meet touches your life differently because we are all different. I believe that my strength is in listening. This means that whatever is being told to me, be it a client, friend or family member, they become the focus and I hope to help them reach a positive outcome. This is a quality that constantly needs to be worked on. What type of properties you specialize in? In general, I deal with homes, apart-

Bizness Magazine

ments and management. If I am given a project, heavy research will then be required from me before committing to it. Who is your favorite type of client? My favorite client is the client that trusts in me. In order to provide positive results, both agent and client must trust one another in order to achieve results. Why do your clients recommend you? Maybe I am wrong but I think my clients recommend me because of the extra effort I provide my clients which I give with a genuine smile. There are a lot of agents out there. How should people select one? Choosing a real estate agent is just as important as choosing, for example, a doctor. There are many qualities high up on the list like experience, knowledge of the area, knowledge of the properties, etc. There is one other item that should be on the list. Comfort. A person should feel comfortable with their real estate agent. If you do not feel comfortable with them, then you can’t trust, and if you can’t trust, then how do you know they are going to service your needs? Every person wants to go to a doctor that will listen to you, be patient while you ask questions and, at the end, get positive results. Real estate agents must provide that. How should people contact you? The cell phone is the best way to reach me. My number is: 054-692-3969. You can also email me at ida@tivuchida.com 

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Saidels

Fresh Artisan Baked Straight to your Home Where are you from Les? I hail from Johannesburg, South Africa and made Aliyah in 1985. Rumor has it you were a programmer before you became a baker? Baking has been my passion since age 13. After 12th grade, young and foolish, I opted to follow the “money” rather than the “dream” and became a software engineer. During my 25 year hi-tech career, I ran the whole gamut of job descriptions---programming, systems analysis and web design, among others. Following the 2008 economic slump, I lost my job and discovered the frustration for an over-the-hill computer professional in finding new employment. After months of fruitless searching, I still had not found work. I then did a “mind shift” and opened the bakery. Where did you learn to bake and how long have you been in the industry? I first learned baking from my mother, Phyllis Saidel, a veteran caterer. At age eight, I could be found building strawberry-meringue pyramids at bar-mitzvahs. I have yet to find a better cookie baker than my mother. Rabbi Shlomo Warshawsky, a health “nut” and my first Gemara teacher, started me down the road of bread baking. One day, instead of Masechet Brachot, we got a demon50

• January 2013

Bakery

stration on how to make whole wheat bread. I was hooked. Health, baking and running became my passion and I studied the subjects avidly--from books, magazines and the internet. Before opening the bakery in 2008, I enrolled for a course in artisan baking with the San Francisco Baking Institute, headed by renowned pastry chef, Michel Suas. Here I learned the science of baking, cereal chemistry and other professional aspects. Tell us about your personnel? We began with three people, my mother, Savta Phyllis Saidel (cookie department); my wife Sheryl (accounts, logistics, customer service) and myself (bread baking). When my mother could no longer work due to ill health, Yoav, an ex-chef and kindred spirit, came on board.

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A small family business dictates full family involvement. Our kids help out bagging breads, assembling cookies and a myriad other tasks. What is special about Saidels Bakery? Only freshly ground flour from organically grown whole grains provides maximum health. Flour ground in a commercial mill, transported and stored (even refrigerated) does not come close to freshly stone-ground flour. We grind organic flour ourselves before mixing the dough. It does not come fresher or healthier than that. To ferment our breads we use sourdough/natural yeast. We have different strains of natural yeast from around the world--even Saudi Arabia. These natural yeasts ferment our breads and give each one a distinctive flavor. Many people switch from commercial yeast to natural yeast for health reasons. Our products contain no preservatives, dough improvers or anything with E-. They are all fresh, natural, organic and healthy. Most importantly, baking is our passion. Everything we make is baked with love. What type of baked goods do you make? Our specialty is health breads with an emphasis on spelt. We also focus on ethnic breads that cannot be found elsewhere in

02 999 3939

Israel--bialys, New York rye, the best American (boiled and baked) bagels in the country and authentic black Russian rye. Add to this our unique repertoire of festive challahs, cookies, pastries, pies, freshly ground whole grain flours, gift baskets, bread sculptures and bread displays. Tell us about the famous Rambam bread? After extensive research into the medical writings of the Rambam (of whom I am a disciple), I discovered a little-known manuscript called Ma’amar Hahachra’a, a nutrition almanac written for the sultan of Egypt’s son. Here the Rambam describes the correct methods for cooking, baking and preparing food. Based on this, we developed our Rambam bread, using a special process that reduces the gluten content, adds a special blend of the Rambam’s medicinal herbs, vitamins and omega-3. After much experimentation and siyata dishmaya, we stumbled on what is perhaps the healthiest bread on the planet and also one of the tastiest. What are your bestsellers? #1: Rambam bread, #2: Spelt breads and challahs, #3: Bialys, #4: Apple pie Tell us about your baking facilities and your oven? We converted the back of our house into a bakery. Every inch is utilized for something, like the cockpit of an airplane. The centerpiece is the brick oven, built from plans designed by Alan Scott, renowned brick oven expert. Self- constructed, the 20-ton oven is the largest in Israel, with a 60 loaf capacity. You whet my appetite. If there was one product everyone should order now, what should it be? The 100% spelt pan loaf. For simple, healthy, tasty and affordable breads, nothing beats it. What areas do you distribute to and how can people get your products?

Our bakery is in Ginot Shomron. We deliver every Friday to Raanana, Beit Shemesh, Ramat Beit Shemesh, the Gush, Jerusalem and will soon be expanding to Modiin. We have central pickup points where people may pick up their orders. We also offer home deliveries. How about your prices and hechsher? Compared to regular makolet bread, ours prices are higher, but not by

much, and the two are in different stratospheres. You cannot compare the health and quality of production line bread to authentic, artisan baked bread. We are kasher lemehadrin, under Karnei Shomron Rabbinate supervision. All our ingredients are badatz. How do I order? Saidels Bakery, Tel: 09 794 1222; or through our website: www.saidels.com, email: shezles@saidels.com 

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Israeli Traffic Cops:

Evil or Not?

By Yair Bruck

pstanding citizens generally feel that they will never have a need to interact with law enforcement agencies. However, statistics show that even the most careful drivers will likely get pulled over at some point in their lives by the traffic police. While dealing with traffic authorities in one’s own native country is surely no picnic, Olim often find that the challenges in dealing with the traffic police in Israel are exacerbated due to language and culture barriers. There are also several obvious differences between the U.S. and Israel in terms of the protocol to be followed upon being pulled over. For example, when a cop stops a car in the U.S., the driver is prohibited from leaving the automobile and must keep his or her hands within plain sight (i.e. on the steering wheel). In contrast, when the Mishteret Tenuah pulls a driver over in Israel, he or she is expected to leave the car, approach the police, and provide an explanation. While some drivers beg for mercy, others tend to argue vehemently with the cop. It is indeed not an uncommon sight to observe drivers waiving their hands emphatically at police officers on the sides of Israeli highways. The local sentiment in Bet Shemesh is that while the police are quite efficient in preventing flustered moms from completing their frenzied morning commute to school, they are far less so when it comes to preventing real crimes such as home burglaries! However, one American mother conceded that upon being stopped randomly one morning by a police officer on the way to her daughter’s gan, “when I told him that I left my purse which contained my Teudat Zehut and license at home, he just let me go.” So, my friends, miracles do happen in this great country of ours. How much discretion does a police officer actually have after pulling over a driver? Is there a daily quota they must fill (à la Michael Bloomberg), or is it totally the policeman’s judgment call? The three police officers that I interviewed for this article all claimed there is no minimum quota. However, this is matter of contention, with Israeli online bloggers claiming the existence of quotas and bemoaning the unfair ticketing practices that result therefrom. 52

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It is important to remember that police officers are human beings just like us; they have good days and bad, happy moods and sad. As such, one should use natural social skills and behavior when dealing with cops. Police officers, like other members of the human race, expect to be treated respectfully. They will often respond well if they feel appreciated for what they are - citizens engaged in the business of keeping us safe. It is no secret that a very common method used by police to ensure compliance with traffic laws is the random stop. This method involves randomly pulling over vehicles at designated locations and checking for proper documentation. The license of the stopped driver will be checked by a police computer and assuming all is in order, the driver will be sent on his or her merry way fairly quickly. Another sure way to have one’s driving credentials checked is to commit a driving infraction. In both instances, arguing rudely with the officer will probably not yield the best outcome; being courteous and fair will almost always lead to better results. One traffic police officer in the Jerusalem area confided to me that there were occasions where he did not issue traffic tickets - even though a law was broken - because he sympathized with the driver. “I once observed a driver make a reckless, illegal u-turn into a gas station. After he stopped, I saw him open his door and vomit - he looked sick. In his defense, the driver claimed to be sick and was simply looking for the nearest place to pull over. I didn’t have the heart to issue him a ticket, so I wished him a Refua Shleima and drove off,” said the officer.

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The same officer also cited another example in which a woman he had pulled over for speeding began to cry like a baby. He felt bad and let her go. I do not mean to suggest that tears are a surefire technique to avoiding a moving violation, but rather to demonstrate that police officers can be just as compassionate as you and me. While we are on the subject of traffic infractions, it is also important to note that anything you say to an officer upon being pulled over can ultimately be used against you in a court of law. Drivers who talk to the police may find it difficult to defend themselves at a later date. Therefore, if someone is pulled over and knows that a violation has been committed, it’s best to just keep quiet. Similarly, while it is true that Israeli law allows drivers to state their side of the story on the bottom of the summons, this could impede the driver’s ability to present an alternate defense later on. In contrast, not writing anything will seldom be held against the driver. Under certain circumstances, a police officer is permitted to confiscate one’s driver’s license, impound the car, and/or even arrest the driver. In any of these circumstances, if the driver chooses to argue his case, it is very important not make the policeman feel uncomfortable in the process. If the policeman feels threatened, he could press a button on his radio which automatically calls for backup. What started as an attempt to prove one’s innocence could thus easily lead to an epic showdown with the Israeli police force!!! When I asked a lady officer about complaints of police insensitivity toward the Anglo community in Ramat Bet Shemesh, she told me the following story: “Just a week ago, a family was on their way from Ra’anana to Ramat Bet Shemesh when their car broke down near the Shimshon junction. It was thirty minutes before Shabbat and the car just wouldn’t start. She said that a passing police van happily drove the entire family all the way to their host in Ramat Bet Shemesh. Another police officer made arrangements for the car to be towed to a nearby mechanic so it would not be left out on the road unattended.” She claimed that over the past year, the overall approach of the Israeli police force has seen a change. Officers are now trained to do everything possible not to be perceived as being “out to get” the civilian population, but rather to provide assistance. Upon hearing this, I could not help but thinking back to my childhood days and the many times I saw police officers in the Borough Park section of Brooklyn. Typically, they were surrounded by a group of Jewish children inquiring about their guns, handcuffs, flashlights, arrest stories, and so on. I realized that not once had I ever seen a similar sight here in Israel, where the children appear to be afraid of the police. But now, with this new Israeli approach, perhaps we have entered a new era; perhaps for our next Chol Hamoed trip, our kids will ask to simply be taken to the Merkaz Mischari so they can enjoy the war stories and antics of our favorite local police officer. I’ll just be sure not to get a parking ticket. 

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Lilach Maor’s Beit Haor

Therapeutical Enlightenment

“I invite you to come and open the door in your life and enter an amazing experience which will bring you to a reality of healing, happiness and inner peace.”

Lilach Maor: Caregiver, Communicator, Body-mind therapist and Alternative medicine provider. Practicing Chinese and Korean medicine, acupuncture, ear acupuncture, herbal medicine, iridology, reversing (a rebirth experience to release trauma), heartbreaks, eating disorders, working with energies to help business success, aiding couple relationships and a workshop moderator. Lilach, let’s say that I suffer from physical or emotional pain. Why should I come to you rather than going to someone else? In contrast to many other therapists who have expertise in only one field among the vast variety in the alternative medicine field, I combine a wide variety of alternative medicine methods in which I specialized in Israel and abroad, and I apply them to my patients according to need. In addition, for the most part physical problems are a symptom of emotional ones. As a communicator and a therapist, I diagnose the source of the problem and develop the tools to successfully treat it. A few days ago, for example, an Israeli who lives in China came to me for advice and for guidance in how to communicate. I advised him successfully and he was very pleased with the result. By the way, on every visit that he makes to Israel, he makes it his business to come to me for a consultation. Last week, a patient from Holon who had stress and anxiety problems came to see me. With one treatment and guidance, I was successful in bringing her back into balance. Not too long ago I saw a 22 year old girl from Jerusalem who was suffering from eating disorders. I treated her by combining different types of healing methods such as acupuncture, Testimonial lost 35 kilo with Lilach. This process included therapeutic, emotional and dietetic acupuncture and easy to follow menus. Since then my life has changed beyond recognition. Pains that used to exist in the past no longer exist. Lilach is like my angel. There are things that cannot be revealed here because they are too deep and too personal but I always say that whoever goes to her that is to his benefit! It is an honor to know her and to be treated by such an amazing and talented person with so many good attributes.”

“I

• January 2013

iridology diagnosis, menu compatibility and emotional therapy. In four sessions she lost six kilo through balanced eating and she achieved self-control over her eating habits. What you are saying is very impressive! What other types of problems do you treat and cure? I treat people who are suffering from back, feet, knee and neck pain, “tennis elbow” and sports injuries. I treat overweight patients and help them with dieting. I treat “attentive deficit disorders” and hyperactivity, children with wetting problems as well as digestive system problems, allergies and various addictions. But the majority of my experience is in treating stress and anxiety, physical and emotional abuse, broken hearts after separations and energetic work in order to open patients thereby enabling them to achieve success in relationships, business, etc. Lilach, what brings you to treat people and how many years are you in the field? I grew as a therapist due to personal difficulties in my life. Today, I am able to empathize with the difficulties that my various patients experience and help them through the recovery process. Prior to 1995, when my spiritual journey began, my life was paved with suffering and difficulties. I even experienced clinical death, a condition which empowered my inner resources. In the year 2006, I went through the process of rebirth (reversing) and changed my name and started my own business. Throughout the years, I studied and had training in many fields and experienced amazing spiritual encounters. During the years 2006-2011, I was trained in India as an enlightenment master where I spent a number of months in silence, meditation, etc. All this brought me to find my wonderful tremendous internal bliss and to realize my destiny in this life in emotion and physical healing, in counseling and guiding with help from Above. In conclusion, what is the message that you wish to pass on to the readers? Dear friends, if you are suffering from physical or emotional pain, I invite you to come and open the door in your life and enter an amazing experience which will bring you to a reality of healing, happiness and inner peace. How can people contact you? By phone at 0522 869 881 or by email lilach@maor-healing.co.il. Visit my website at www.maor.info or find me in Facebook. 

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The Art Gallery on Wheels

We meet with self-made entrepreneur and fine art connoisseur, Eytan Yehuda Dzikowski. Eytan Yehuda, where are you from? Well, that’s an interesting question... I was born in France where I spent most of my childhood. After high school I went to yeshiva in England for two years. I got married and spent ten years in the U.S. and finally made it home, to Eretz Ysroel, about 18 months ago. How did you get into the art business? By collecting it. I had a friend who owned an art gallery. I spent time there and really developed an appreciation for art. It’s a big problem for me as I often buy art and end up hanging it on my own walls, in my house or office. I really enjoy it. It’s even hard for me at times to sell paintings I have in stock. My stock of paintings being in a way, my personal art collection. Where did you operate NER Art prior to making Aliyah? In both New York and New Jersey in the U.S. as well as in Toronto, Canada. Tell us about the company and your convenient way to shop. In today’s world, people are busy. Who has time to think about Art...and even less to actually go out shopping for art? But somehow, most of people I talk to say to me, “Wow, I’m glad you called, we have been looking for a piece of art for our living room, my office, etc.” So I realized that there was a real need and it gave me the opportunity to share my love for art with others. So what can be better than going to a client’s house, where a husband and wife can choose, in a relaxed setting, at a time convenient for both of them, in the comfort of their home? From this idea, 56

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came the concept of offering the opportunity for private showings. I also do a lot of art shows at business conventions, weekends, retreats, etc. Tell us about your paintings. We really have a broad inventory. From the contemporary and more abstract art lovers, or Picasso look, to the alte heime type, shteitel scenes and the Isidor Kaufman style or going back even further with Biblical themes of the Beis Hamidkash era. We heard a lot about “silver art”, can you explain what that is? Repoussé (this means “pushed up” in French) is a metal-working technique where a malleable metal is ornamented or shaped by hammering it from the reverse side to create a design in low relief. There are few techniques that offer such diversity of expression while still being relatively economical. Chasing is the opposite technique to repoussé, and the two are used in combination to create a finished piece. It is also known as embossing. Our edge is that it is extremely difficult to find such art products in this painting format and almost impossible in the Judaica world. We carry a very unique such collection. We also offer our clients to custom order their own pieces. What related services do you offer? We help people with framing and lighting. Framing is very important to set the right atmosphere based on the decor. Lighting is the key. I can’t emphasize that enough. Every painting needs proper lighting. It makes a world of a difference.

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What’s your price range? It goes from a few hundred dollars for Giclées (Fine Art Prints) to $30-40K for Originals hand made paintings and artworks on Klaff (parchment). I would say that the average price for Giclées is around $450 and original oil paintings go for about $4,000. Can people contact you with no obligation or pressure to buy? Absolutely! When we come to your home, we only request your time and attention so that we can share our love for art with you. You might just end up buying something you will enjoy for years or just get a chance to look at artworks you have never seen before. Either way, you win! Best way to contact you? Email : info@nerartgallery.com Israel : 054-691-1623 USA : 845.213.4338 Website : www.nerartgallery.com  BIZNESS MAGAZINE

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The Fifth Commandment

Thou Shall Worship

the Purple Cow

By Nachum Kligman

can’t stress enough how important this commandment is. ‘The Purple Cow’ is the title of one of my favorite books, which was written by my favorite author, Seth Godin. In reality, I should have named this chapter “Thou Shall Worship Seth Godin”, because there are so many amazing things he writes that are integral to the success of your business. You should read every book of his and be sure to subscribe to his daily blog post. I find that they are always interesting and not too long - just enough to make you think. www.sethgodin.com In the book The Purple Cow, Seth Godin states that in a room full of cows, the purple one stands out. The purple cow stands out for creating or doing something that is so remarkable, so unbelievable that you don’t have to market it, because people will just naturally talk about it, as will the press. It pains me to see people spend money on the same old advertisements and marketing campaigns that everyone else is doing. How are you going to stand out? What are you doing differently? Just because your competitors are lazy marketers doesn’t mean you should be too! Be as outrageous as you can. Do things that people are going to talk about. For example, there is a city called Halfway, Oregon. The population in 2009 stood at 355. In December 2009 they made history by changing their name to Half.com (albeit only for

• January 2013

a year and not even legally). An ecommerce site selling products for half the price was founded by a nice Jewish boy named Josh Kopelman. He came up with the following brilliant idea: He searched for cities with the word “half” in their name. Then, from a list, he took the top five or six cities that had the smallest populations - 200 people, 300 people, or 500 people. Next, he managed to convince one of the cities to rename itself Half.com. There were board meetings and he had to fly back and forth to this little town in Oregon named Halfway, which almost nobody had ever heard of. When they officially became Half. com, the amount of FREE press this generated benefited his company more than he could have ever imagined. He received tens of millions of dollars in free advertising and marketing for just the couple of thousand dollars he spent. Because of the success of this publicity stunt, his company became a well known brand almost overnight. Just a year later he sold the site to eBay for three hundred and fifty million dollars! It pays to be different! Today Josh is the Managing Director of First Round Capital, a very well-known and respected Venture Capital firm out of Pennsylvania. Another great example is a restaurant named Din Tai Fung in Taipei, which made the most delicious, steamed, juicy pork dumplings (I know,

Bizness Magazine

not Kosher.) Yang Bingyi, the founder, used only the freshest ingredients, and every single dumpling was exactly the same weight and had 18 folds. The New York Times named it one of the top 10 restaurants in the world. Yang was so strict on making his products the freshest and the best that he stuck out, but that was not enough for him. He knew that many tour buses brought people to his restaurant, so he would ride the tour buses to hear what people had to say. Did you read that? Read it again. He would get on the tour buses to hear what his customers had to say! In this way, he found out that the tour buses would stop at another place for people to go to the bathroom before coming to his restaurant, because the bathrooms in his restaurant were not exactly the cleanest in the city. As a result, he went to the extreme. He remodeled all of his bathrooms and made them the cleanest, the best, and the coolest bathrooms you could possibly have. He even hired someone to go in every 15 minutes and clean the bathrooms. Soon, people began talking about his bathrooms, and his restaurant stood out again. Learn from The Purple Cow and do things that are remarkable, outrageous, and that go beyond the call of duty. Make yourself and your business stand out! Now, this advice is for every kind of business. It doesn’t matter who you are or what you sell. You need to market

02 999 3939

yourself in order to get new business. Even cemeteries have marketing departments and people are dying to get into them! Work smarter, not harder! Sending out emails and advertising in the local rag just makes you like everyone else vying for people’s attention. Why should they pay attention to you? Those are the lazy ways to market. The first thing you should do is create a list of your top competitors and take notes on how all of them advertise and market themselves. You will be shocked to see how similar they all are. Don’t compete, stand elite! If you really want to stick out, do something radical. Instead of sending an email with a power point presentation, why not take the power point and put it on a disk on key and put it in a fancy box? Wrap it and then either hand deliver or mail it to your recipient! People love to get free gifts! Include your business card and a personal hand written note, and I’ll be shocked if you don’t get close to 100% open rate! When I would go on sales calls, I would always bring a box of donuts with me. That way if I did not get the sale, at least I would have the donuts  But seriously, there is no limit on how creative you can be. As long as you’re not hurting anyone or breaking any laws or halachos, you should be ok. I’m passionate about start-ups and bringing ideas to life. I just re-launched my website which I welcome you to check out at www.IdeaGo.com.  About the Author Nachum Kligman is a serial entrepreneur, consultant, and speaker. He is the founder of Ideago.com and ViewBix Inc, and the co-founder of SportsFan. me, PeerBid.com, TeesAtRisk.com, and BabyAndMeGifts.com, amongst many other Internet startups. He is also a partner in Cellar 18, a boutique wine store located in Ramat Bet Shemesh.

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Interview with

Kivun

a Branding and Advertising Agency

hen you see a successful ad, one that is catching, creative and designed in good taste, you are seeing the fingerprints of Kivun. Kivun is an advertising agency for successful branding and advertising that will always find the column, the expression and the picture that will speak to the clients in an elegant prestigious style and in a sincere and clear manner that will bring success to the store or business. We turned to the director of Kivun, Shmuel Yehuda Aush, in order to find out the ways and the techniques of their success. To what do you attribute your success? I attribute our success to Hashem’s help and a lot of desire and motivation to provide our clients with what is best for them in the most effective and professional manner. And that is why we are practically the only office in Israel that works so effectively with businessmen from abroad. When we think like our client and combine that with our professionalism, we are the perfect solution. How did you get into the industry? And how long are you in it? The question is simple but the answer is more complicated. In principle, we are in the field for over a decade. My wife is a graduate of a graphic and design course. She worked from out of the house and created the most amazingly beautiful designs. Word of mouth brought us more clients. From time to time, after I returned from Kollel, I would look at her handiwork, comment here, change there and add a sentence or two. Slowly, slowly, I saw that I had a feel and a connection to advertising. Ap-

• January 2013

proximately five years ago, I entered the field seriously. As our style is very hitech and we think like our clients, we are also very successful with clients from the Anglo sector who require a clear, gentle and direct approach. Can you tell me a little bit about Kivun’s history? As I said, my wife worked in the studio in the house, in the children’s room. During this period most of our clients were institutions and charity dinners. Slowly, with the help of G-d, the professionalism and uniqueness of Kivun became known. Our clients soon included many of the large Chareidi institutions— Ger, Belz, Vizhnitz, Slonim, Chernobyl, etc. Approximately six years ago, as a result of the financial crisis in the United States, the institutions changed their donation activities. That is when we began to enter the business field. For institutions, graphics and design were enough. For businesses, there was a need for strategy, branding, creativity and copywriting. Thank G-d, exactly during that period, a special college for Chareidi men opened in Tel Aviv which covered advertising and creativity. There I acquired the best tools for creativity and advertising. Thank G-d, I finished the course with much success and at the top of my class. How is Kivun different from other PR firms? Kivun works with the client in harmony and easiness. Kivun transforms clients into brands leading their clients to prefer a specific store or product over the competition due to the atmosphere and the appearance of the ad which is

Bizness Magazine

pleasant to the eye and due to the themes that speak to the client according to the style that they desire--including our Anglo-Saxon clients. It begins with our client service and ends with the professional work that they received. We have received many testimonials and thank you letters from the clients which can be viewed on our internet site. Does Kivun just specialize in large clients? No. Kivun specializes in all types of clients which is one way in which we are different from large agencies. Kivun’s professional service is given to all clients without any differences due to client size. Often, in large agencies, small and medium-sized clients receive worse treatment and less attention than the larger national clients. Kivun gives the best service, the best strategies and the best creativity no matter what the client size. If a client is small or with a different style or origin, we help him to think big. Who is your typical client? Our typical client is a store owner of any size store, from one branch up until 5-10 branches across the country. We have clients in all sorts of different fields—fashion, shoes, wig stylists, technicians, car lots, electric stores, municipalities, stores for women, men and children and consumer products for hygiene and medicine. We have clients all around Israel--Jerusalem, Bnei Brak, Ashdod, Bet Shemesh, Kiryat Gat and Haifa. And around the world-- Belgium, Manchester, England, the United States and Canada. Many of our clients in Israel are from the Anglo-Saxon sector. What can branding do for small and medium size businesses?

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As I have already pointed out, branding enables clients to reach a store or a business for the first time, enjoy purchases, to fondly remember a store and to come back a second and third time. If talking is the language of people, then branding is the language of business. A brand links the heart of the client to the product in the store. A brand is the image that the store broadcasts to its clients. And of course, a brand gives clients the exposure that they need and the publicity that they require. But the most important thing is the experience and the emotion. Do you have success stories? There are many success stories. For example, a client in the field of wine imported a large amount of wine around Purim time together with a friend. In order to succeed in his sales he came to Kivun. Of course we branded him correctly and within a few days he sold out his entire inventory! His friend, on the other hand, who didnâ&#x20AC;&#x2122;t believe in branding, sold his wine using different methods. He needed a lot more time to sell and in the end he was left with merchandise. Many other stores which came to Kivun for advertisements found people suddenly wishing them Mazal Tov on their new business--even though they had already been open for quite a while. Most small business do not use advertising agencies. Is there a reason for this? You will have to ask them this question. It could be because they have a false fear or a failed experience in the past. But the best reason is that by advertising they can increase their business, if they have good branding (by Kivun of course). What are the advantages of using Kivun? Excellent service, good work, successful branding, achieving goals, good exposure for potential clients and success with the help of G-d. How can people contact you? The phone at the office is 08-867-6039. By e-mail: pery@kivun1.co.il or through our internet site at: www.kivun1.co.il. We are sure that it will be a good and effective connection. ď&#x20AC;ź BIZNESS MAGAZINE

â&#x20AC;˘

Interview with

Malky Neumann: Founder of Israel’s Most Luscious and Luxurious Chocolate and Gift Source

Where are you from Malky? I’m from Brooklyn, New York. What made you start this delicious business? When I was engaged to my husband, who is from Antwerp, I went to visit my new family for the weekend. Lots of people sent over these delicious Belgian chocolates as a welcome gift to me. Now I love chocolate. I’m from New York, so I thought I’d seen and tasted all there was out there. But hey! This was heaven! I’d never been exposed to something that good before! So I wondered why no one sold Belgian chocolates to the Jewish consumer in New York. I decided that when I got married and moved to Israel, I would sell it here in Israel. Tell me the main reasons people love your products. Because of the quality and taste. As a matter of fact, in Europe there are non-Jews who look to buy this choco-

• January 2013

late as opposed to the non-kosher Belgian chocolate. What has been the market reaction? Baruch Hashem, we have had a great response with “My Chocolates” as they were already famous in Europe as being the kosher gourmet chocolate on the market. They carry the mehadrin hechsher of Rav Westheim of Badatz Manchester and they are absolutely divine! What other products do you offer? As time went on, we have expanded into selling gifts of all sorts that can be packaged and displayed together with these attractive chocolates. Vases, dishes, frames, glass and porcelain are just some of the items that we offer as people like to

give a gift that will last along with these delectable treats that disappear soon after they are received! We also sell baby gifts--like albums, teddy bears, pillows, etc. Helium balloons can be added to any package or purchased on their own. We have also added the Hauser chocolates as a choice. These come in dairy and carry the esteemed hechsher of Badatz Machzikei Hadas of Antwerp. Recently, we started selling the Oppenheimer’s Israeli chocolates as a less-expensive option which carries the hechsher of Badatz Eida Hachareidis

Bizness Magazine

Yerushalayim. Obviously the quality and taste is not the same as the Belgian chocolate, but for those who specifically want that hechsher, or who want to go with a cheaper option, we are there to serve them and create a chocolate gift that can be attractively packaged and enjoyed. We also create hotel welcome baskets for your guests which include, in addition to our famous chocolates, baked goods, roasted nuts, reading material and other paraphernalia. We make souvenirs for simchas and centerpieces or platters to put on the buffet table. Purim is coming soon. Anything exciting? Our shalach manos packages are famous, and people like to buy chocolate boxes of all sizes to incorporate into their own arrangements. Do you ship anywhere in Israel? We deliver all around the country. How can people order? We accept phone orders and all major credit cards. Call us at 02-5373024 or visit our website at: www.mychoc-israel.com, to get a glimpse of some of our offerings. Call My Chocolate Place today and find out why everyone’s raving about us! 

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Why is it important that Bizness Magazine be online? By Michael (Age 12)

Because…

ou can browse it online - You can see the mag online and enjoy flipping its pages. It’s not the same as the real thing but it’s great for people who don’t live in the circulation areas, who live overseas or whose family member took it away for him. You can get information – You can get a lot of information not available anywhere else. For example, the ad sizes, the magazine circulation areas and quantities, the latest developments through the blog, advertising deadlines and much more.

You can connect – You can click on the website links of our experts, writers and advertisers and go straight to their websites. You can read past articles - You will be able to read our experts’ past articles and have all that valuable information at your fingertips. You can watch videos – You can learn about the fascinating printing process through our cool and educational videos. And if you are an advertiser thousands of people are already seeing your ads in our website! 

WWW.BIZNESSMAG.COM

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Life Coach

Web Marketing expert

Real Estate Law

Lawyer

Helen Abelesz Background: Helen is a life coach who specializes in working with women who are feeling overwhelmed, lack self-confidence, dealing with stress or not achieving their potential. Helen will help you pinpoint your insecurities, set goals for you to achieve and empower you to take control of your life. She works in both Hebrew and English. Call her today. 02 992 0263, 054 482 9815.

Gershon Rapp Background: Gershon Rapp is the founder of GR Web Promotions. They offer web design, web development, SEO and content writing. They specialize in helping small to medium size businesses accomplish their online goals. Contact Gershon at: Gershy@grwebpromotions. com or at: 054-759-5690. www.grwebpromotions.com.

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

David Drutman Background: David Drutman has been a lawyer for 36 years, including the last 13 years in Israel. He has sound experience in a broad spectrum of work in both professional and commercial environments. He is widely respected for creative, goal orientated legal work. He specializes in transactions (property, estates, contracts, commercial matters etc), family law and notarial work. He can be contacted at 02-995-1877 or drutlaw@gmail.com

Egert & Cohen. Always by your side. t XXX FHFSUDPIFO DP JM t FHFSU!FHFSUDPIFO DP JM

Orthodontics

Mother & Baby expert

Mortgage

Insurance

Dr. Eli Gherman Dr. Edo Lavi

Shoshana Kesner

Moshe Wilshinsky Background: A 27-year veteran in the mortgage industry, Moshe is the CEO of Moville Mortgage and Finance LTD. To contact Moshe, call their main line at 073 796 2226 and press their special 711 Bizness extension. For US callers dial 201 377 3418 and UK 208 596 4501. Email him at questions@ movillefinance.com or visit their website at www. movillefinance.com

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

Background: Both Drs Gherman and Lavi are American trained orthodontists, and are active members in the American Association of Orthodontists. Dr Gherman attended NYU Dental on full scholarship, and Montefiore Medical Center for his orthodontic residency. Dr Lavi graduated from UMDNJ, was chief resident of general dentistry and received his orthodontic degree from NYU College of Dentistry. Dr Ghermanâ&#x20AC;&#x2122;s clinic is in Rechavia, 02561-9770 Dr. Laviâ&#x20AC;&#x2122;s clinic is in RBShemesh, 02992- 3363

Background: Shoshana is the founder of Binah Baby, a professional and caring â&#x20AC;&#x153;Mommy and Babyâ&#x20AC;? center. Shoshana holds a Bachelors degree in nursing, midwifery certification, and she is a Doctor of Homeopathic Medicine. Contact Shoshana at 054 234 2367. They are located at Maor 8 (ground floor), RBS A.

Home Inspection

Car Mechanics

Meir Luzon Background: Meir Luzon is a professional in the field of property inspection for over 25 years, specializing in water leakage and moisture detection. He was the first to import advanced U.S. standard detection technology, to precisely locate insulation weak points. Contact Meir Luzon at 02-590 1227 or info@luzon.co.il

Ariel Levy Background: Ariel Levy is a car mechanic with over 13 years of experience. Ariel own Ariel Car Services, a full service car garage in the Industrial area in Bet Shemesh. They service all makes and models and specialize in French and Japanese cars. The garage is located on Rechov Hamasger. Ariel can be reached for any consultations at 054 205 0389.

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JANUARY 2013

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