M A G A Z I N E HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS JUNE 2013
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EX P ER T S you can call now
Bet Shemesh - Jerusalem
Circulation: 17,000 copies
Talya Systems
Amazing Car Accessories Sale
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Steven Rosen
A One-Stop Destination for Building a Dream Home
Erez Optic
The Highest Level of Optometric Eye Care
WiseNet’s Goal is to Significantly Increase your Revenue
ISRael, IRS and US TAX Interview with
Shalom Fishhaut Strauss Campus High-Paying Careers
for Orthodox Men and Women
Sergey Bujanover How Did a Pharmacist, Forensic Specialist, Molecular Biologist, Bio-Tech Entrepreneur & Martial Arts Master
Fall in Love with
Acupuncture?
Dr. Tova Goldfine
30 years helping people with pain
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Editor in Chief Ariel Topf Contributing Editors Roberta Bienenfeld Chief Designer Adam Ram Contributing Writers Helen Abelesz Shimon Cohen David Drutman Eliyahu Gherman Shoshana Kesner Nachum Kligman Edo Lavi Nicole Levin Ariel Levy Shmuel Pasternak Reuven Rosenberg Eva Topf Moshe Wilshinsky
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M A G A Z I N E HELPING YOU ACHIEVE THE MIRACLE OF SUCCESS JUNE 2013
www.biznessmag.com
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EXPERTS you can call now
Bet Shemesh - Jerusalem
Circulation: 17,000 copies
Talya Systems
Why should I Give My House Exclusively? Do You Always Need a Lawyer - Even for a Simple rental Contract Smiling from Bet Shemesh to Jerusalem with Smile Talk We Welcome Dr. Tova Goldfine, Chiropractor, to our Team of Experts! Trust in Israel The Brake System 101 Well Being: Invest in Making the Best of You Choosing the right technician, Choosing the right A/C Erez Optic Our Goal is to Significantly Increase your Revenue
FACT: In Inrael there are 27,500 Home Break-Ins a Year and 8,000 Business Break-Ins
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Why Refinance your Mortgage?
Thou Shall Have a High Perceived Value
6 Letter from the Editor 8 Inbox 64 10 Experts you can call
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The Perfect Mother
The Policies you Always Wanted... but Didn’t Know How to Get!
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How did a Pharmacist, Forensic Specialist, Molecular Biologist, Bio-Tech Entrepreneur and Martial Arts Master Fall in Love with Acupuncture?
46 48 49 52 54 56
A One-Stop Destination for Building a Dream Home
60
Good Ol’ American Baking in the Heart of Israel
Camp Girls R’ US 9th Year celebrating your daughters!!! What is Ohel Sarah? ISRael, IRS and US TAX Using a Birth Assistant in Israel Makes a Lot of Sense
Strauss Campus Offers Degrees in High-Paying Careers for Orthodox Men and Women
On every issue
Bizness Magazine is published by Bizness Magazine Ltd. Bizness Magazine considers its sources reliable. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. Each business opportunity and/or investment inherently contains certain risks. It is suggested that prospective business people, potential patients and clients, and all readers consult their doctors, attorneys and/or financial advisors before applying any of the information that is publish in this magazine. Bizness Magazine makes content available with the understanding that the publisher is not rendering legal services or financial advice, business advice, medical advice or any other type of advice. Editorial content, articles and interviews may be paid advertising. Bizness Magazine does not endorse or recommend any products or professionals. Although persons and companies mentioned herein are believed to be reputable, neither Bizness Magazine or its publisher, parent company, nor any of its employees, sales executives or contributors accept any responsibility whatsoever for their activities. We assume no responsibility for unsolicited material.
Amazing Car Accessories Sale
Mesilat Tzion Pool is now
open!
Steven Rosen
A One-Stop Destination for Building a Dream Home
Erez Optic
The Highest Level of Optometric Eye Care
WiseNet’s Goal is to Significantly Increase your Revenue
ISRael, IRS and US TAX
Interview with
Shalom Fishhaut Strauss Campus High-Paying Careers
for Orthodox Men and Women
Sergey Bujanover How Did a Pharmacist, Forensic Specialist, Molecular Biologist, Bio-Tech Entrepreneur & Martial Arts Master
Fall in Love with
Acupuncture?
Dr. Tova Goldfine 30 years helping people with pain
CIRCULATION NOW 17,000 COPIES!!! Ramat Bet German Colony Shemesh Sheinfeld Nofei Aviv Har Nof Rehavia Shaarei Chesed
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35,500 Break-Ins a Year in Israel
Exclusive Interview
With OFER
HAI
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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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Letter from the Editor
W
hen you get a call from a client or when clients are in your place of business, you are obviously working towards selling your product or service or servicing an account. When you are not answering a call or when you are not in front of your client, the question arises: What are you doing during those hours of the day in order to get closer to your goals? I’m of course assuming that you have short-term, mid-term and long-term goals set up already and you have a clear vision of what they are and by when you want to achieve them. Highly effective people and achievers are always working towards their goals. Every minute of the day that they are not working towards their goals, they know that they are actually working against them. It’s very easy to be busy throughout the day. I know people who are always busy counting their inventory, watching their Facebook page, driving around doing business errands, talking to the telephone company, the bank, etc. They are all business activities but are they taking them closer to their goals? Most of the activities that “regular” business people are engaged in during the day do not get them any closer to their goals. These “regular” business owners must learn to ask themselves before they start any activity such as making a telephone call, getting out of their office, surfing on line, etc., if that activity is in fact going to take them closer to their goal. If the answer is, “Yes,” then go ahead. But if the answer is, “No,” then make an effort to immediately desist and redirect towards a real productive activity. This is very similar to trying to lose weight: Drop that chocolate bar and take a cucumber stick instead. The difference between the “achievers” and the “regulars” is the type of activity they are mostly engaged in. Both groups are always busy. One group is productive and the other one is simply active. The words may be similar but the results are definitely not. The only way to graduate from “regular” to “achiever” is to focus on productive activities, activities that will result in establishing new accounts, creating a better product or creating a better you.
Ariel Topf ariel@biznessmag.com Ariel has built several companies in three continents in the fields of internet, retail, wholesale, franchising, direct sales, high-tech, employment, food manufacturing, food supplements, clothing manufacturing, pet nutrition, personal development, restaurant, advertising and publishing. In this process, Ariel has headhunted, hired, trained, managed and/or mentored over 20,000 individuals. Ariel heads BiznessPro, a business consulting firm dedicated to help entrepreneurs who are serious about success (www.biznesspro.com).
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JUNE 2013
Bizness Magazine
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We recently had the pleasure of using Dudu of Movilei HaAtid for a medium sized move. He and his allJewish staff were a pleasure to work with. They were punctual, courteous, and accommodating. 057.463.6108 Malki RBS A This is definitely worth sharing with everyone. My computer was giving me signs of collapsing at any time. I called Sheila at PC Integrity. Reuven (Sheila’s husband) came in the evening to my house and strongly suggested to take it with him before it died. When Sheila learned that I couldn’t give it to him because I had to work the whole night and that I had to be out of town early in the morning before they open the lab, she suggested that I drop it off early in the morning at their home and that they will take it to the lab to be checked. A few hours later, while I was out of town, Sheila called me to let me know that my computer was fixed. She told me that they gave it priority because she 8
• JUNE 2013
knew I had to work that night. Although I needed my computer urgently, I did not manage to get back in town before they had closed their lab. When I called Sheila after 7:30 PM to ask her what was the earliest time I could pick up the computer in the morning she said; “I know you need your computer now, so come to my house and we’ll go together and get your computer from the lab”! She left her family during dinner time and we went to their office to pick the computer up! NOW THAT’S CUSTOMER CARE AT ITS BEST!!! Ariel T. I highly recommend a massage with Rochel Rubinoff - she has magic hands, tunes into my needs and responds to whatever my mood is - whether I want to chat a bit or just be in my own space. After a massage I walk away feeling totally nurtured! Thanks Rochel! Beverly Chimes By the way, I know it’s been a few months since you sent this to me, but we finally got around to getting the refrigerator …using Appliance Direct. Easy and quick service. Thanks for the suggestion. Ellen I have benefited from Kitchen Connection’s creative solutions when installing new pieces to coordinate with existing ones - the ideas were not “combinot” they were quality solutions that worked for the long term. Whenever a vendor is willing to work on existing pieces and do “maintenance” I am impressed: (1) because it is generally less lucrative than selling something new, so they’re up for making money the “old fashioned way” and (2) because it takes real expertise to clean up someone else’s mess! And to top it off I find Mr. Spinka’s prices are
Bizness Magazine
reasonable - I’ve heard several times that they beat competitors’ prices and their price includes coming back promptly to complete a job. Ellen S. I am writing to express my appreciation for Tzvi the Handyman. On Isru Chag, I called Tzvi with a plumbing problem and he appeared at our door within an hour with the required plumbing piece to fix the problem. He was in and out of our house in 20 minutes and charged us a VERY reasonable rate. Y.E. I bought 2 swimsuits at Sea Secret last year and my daughter told me: Ima, this was such a good buy!!! The quality is great, friendly service, great prices! I was just there and she has a new collection worth checking out. 0549907474.H.T. I went in to Ruthies the other day and I found a really good and big selection of clothes (T-shirts, tops, skirts, Shabbos, bags, belts, fashion Jewelry ...) they are good makes, good quality and really good service with very reasonable prices (between 100 - 250 shekels). I’m sure you’ll find something! Happy Shopping! Tova R. I just took my daughter to Meira, a math tutor,and she came back sooo happy. She said that Meira was very patient and knew how to explain things very well. In just one hour she was able to catch up in months of school work. Her rates are very reasonable. Call Meira at 0548427639. Yael Just giving a thumbs up for the doggie care provided by Yoceheved Golani for our dog. We sent our dog to her for 3 days while we had guests who were allergic and she came back happy and in great spirits. I could tell that she was well cared for and loved! I highly recommend her! S.P.
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Mortgage
Why Refinance your Mortgage? By Moshe Wilshinsky
W
ith the cut in the prime interest rate, there have been a number of articles in the press discussing refinancing. Articles about refinancing seem to always discuss how much money you can save in your monthly payments. While I am all for saving money (I like doing it myself sometimes), I think if you are going through the trouble of refinancing, you should not only look to save money now but to reassess future risk as well. Let me give you examples of a few different types of borrowers and I will illustrate different examples of how people can reassess risk. A. Chaim and Susan have seen significant changes in their professional careers. In 2005, when they bought their house, they took out a large mortgage that was totally based on prime rate minus 1.5% (yes we did those back then). Chaim was a 29-year old stockbroker in the U.S. and Susan, 28, worked for her family’s booming U.S. real estate development company that built singe family homes in the mid-west. They took out an 80% mortgage at the time. (Yes, we were able to do those back then as well.) They thought that although they had taken out a 30-year loan, they planned on paying it off in ten years. Then the crash of 2008 happened. Chaim’s clients took heavy losses as did he. He ended up deciding to leave the business to pursue his passion of technology in the financial sector. Susan’s family’s business was wiped out and
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ended up scaling down significantly. She had to look elsewhere for a job. As she had gained many years experience as a CFO, she was able to find a position as CFO with an American company in Israel. Most importantly, over the past eight years, two new additions to their family Yossi age six and Channa age three came into being. Chaim and Susan now have good stable jobs, they have two beautiful children and they are thinking more about stability in the long term then saving money in the short term. They don’t see significant increases in their income in the long term and they are worried about the risks of interest increases in the future. They reassessed their situation with Baruch, their Moville Mortgage and Finance Ltd. loan officer (O.K., yes, it is a blatant commercial plug, but, hey, you can see I can’t make a living writing), so even though it is going to cost them more money every month, they are going to refinance and get a 30-year fixed rate (nominal of course) mortgage. B. Shlomo and Miriam bought their home on paper from a builder in 2007. They listened to their banker at the time and took out a mortgage linked to the madad with a rate that adjusted every five years. At the time, Shlomo was just starting out as programmer and both he and Miriam were working for Israeli
Bizness Magazine
companies. Now Shlomo is a very accomplished programmer and works as an independent contractor for U.S. companies. He is always paid in dollars and Miriam is no longer working. They are looking to refinance in order to help cushion what they call “exchange fear” as they watch the dollar fall against the shekel and their mortgage payments rise. In discussing their situation with Adam, their Moville Mortgage and Finance Ltd. loan officer (please see note above), they expressed these fears and he offered them a few solutions that allowed them to be total hedged against (i.e. protected from) currency swings by keeping their costs in dollars so that it would always remain constant. These two examples above are two of many where changes in ones life’s over a period of years can change the type of mortgage one needs. Just as investment portfolios have to be regularly re-examined to make sure that they meet your current needs, the same should be done with your mortgage. At a time like this, if you are able to save money as well, all the better. About the Author Moshe Wilshinsky is the CEO of Moville Mortgage & Finance Ltd. Contact information: In Israel dial: 073-796-2226 and then press the special 711 Bizness Magazine extension. In the U.S. dial: 201-377-3418; in the U.K.: 208-596-4501. Website at www. movillefinance.com
02 999 3939
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Real Estate
Why Should I Give My House
Exclusively?
By Shmuel Pasternak
M
any house sellers are deterred by the idea of giving their house exclusively to a real estate agent. Their main concern is closing their other options when relying on only one agent. Why should I pay you a commission if my neighbor decides to buy my house? It’s a common question asked by sellers. The truth is just the opposite. Giving your house to a single professional agent has many advantages: Filtering Clients A professional agent will not bring every client to your house. He/she will check the client’s needs, their budget, their sources, whether or not a mortgage has been authorized, whether or not they have seen other houses in the same neighborhood and why they didn’t like them. Only potential buyers should be brought to your house!!! Exposing the Apartment A professional agent will hand you a business plan with a list of the actions he/she is going to take in order to market your house. This includes advertising in the relevant newspapers, on relevant internet sites, plac-
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• JUNE 2013
ing signs around the neighborhood, distributing postcards, holding an open house, etc. Cooperation with Other Real Estate Agents It is a mistake to assume that giving exclusiveness closes options for other agents to work on your house. It is in a professional agent’s interest to expose the house to as many real estate offices as possible in order to find the most suitable buyer as quickly as possible and at the best price. Of course, he/she cannot do that unless they have exclusiveness. Negotiation A serious seller realizes that dealing with buyers is a hard and tiring procedure which demands skills and experience. The interaction between buyers and sellers can hardly be optimized since both sides approach the negotiation with mutual suspicion and wide gaps. They can’t tell each other what they really think or feel and are very nervous and emotional. An objective side will no doubt, achieve better results!
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Preparing the House for Sale A professional agent will advise sellers on how to prepare the house so that it will look more attractive and achieve better results. Small repairs, a different furniture layout, new accessories, etc., will help the selling process. Reports When giving exclusiveness, it is important to make sure that the agent is committed to reporting his/ her marketing actions, bids that were made, the number of people interested, changes in price, etc. After all this is said, the most important action you should take is to check out the agent you are about to sign with — his/her background, recommendations, what office/chain he represents. Is he/she evaluating your property professionally? Does he have a good business plan? At Realty Executives Bet Shemesh, we share all our knowledge and experience with you for your benefit. For a free consult, please call Shmuel Pasternak at 050-478-2868.
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Our repair process and our ability to return life to a watch include washing all parts in gasoline and examining them with a magnifying glass to ensure that no parts are bent or rusted and that there are no worn gears. The watchmaker must be able to put it all back together without touching any parts with his hands. Even the slightest amount of grease from fingertips can damage the smooth functioning of the movement. We use different types of oil to lubricate the parts, since each part performs a different role and requires a different type of oil with different characteristics. In addition, it is essential that the work be done in a clean environment as even a tiny speck of dust can cause a mild clock slowdown or stop it from working altogether. In addition to servicing personal clients, we have fixed several historic watches for the Interior Ministry and the main Israeli Post Service. Some of the watches are almost two meters in size and were gifts of world leaders such as Emperor Franz Joseph.
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Real Estate Legal
Do You Always Need a Lawyer By Nicole Levin
P
– Even for a Simple Rental Contract?
rospective tenants often choose to use off-the-shelf lease agreements. These are standard lease agreements that are provided by the real estate agent or purchased from a store or the post office. The rational behind using a standard agreement goes like this: “Hey, it’s only a rental agreement – what could go wrong? Why should I spend money consulting a lawyer?” The following true story should explain why representation is important-even for a simple lease. Identifying details have been omitted to protect client confidentiality. Read the Contract. Read It Again. I was approached by clients from an English-speaking country to represent them during contract negotiations on an apartment they were interested in renting for a year in Jerusalem. They were not anticipating any difficulties and just wanted me to quickly double check the rental agreement sent by their prospective landlord’s lawyer. When I read the draft lease agreement I found several disturbing items. The most worrisome were the following two issues: 1. The contract omitted all clauses which would obligate the landlord to fix anything that broke during the term of the lease. 2. The contract included a clause stat-
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• JUNE 2013
ing that the laws obligating the landlord to make repairs would not apply to this lease. So, if the pipes burst and major plumbing work was needed (as can happen with an old building), or there was major dampness, or the shutters broke, my clients would be financially responsible for the bills. Either that, or they could choose not to fix the problem and live with the consequences of staying in an apartment which needed repairs. The landlord’s lawyer was unavailable to meet or even discuss the lease until the morning of the day my clients were due to fly home. At the meeting which took place in the other lawyer’s offices, we were able to work out most of the issues with the contract. The one sticking point was the issue of repairs. As a compromise position, the landlord’s lawyer was willing to include a clause in the contract stating that the landlord would repair anything which prevented the tenants from living in the apartment. This was still unacceptable as far as I was concerned. What if, for instance, one of the two bathrooms required repair? It would certainly be possible to remain in the apartment with only one bathroom, but it would materially affect my tenants’ quality of life while there. If they rented an apartment with
Bizness Magazine
two bathrooms, I felt strongly that both should be available for their use. The asking price for monthly rental was high to begin with and my clients deserved to receive an apartment with no unreasonable preconditions. The landlord, on the other hand, apparently felt that he should be able to sit back, get paid and not deal with any problems which might arise. He wanted to laugh all the way to the bank at the expense of my clients. The negotiations took the better part of the morning. Any compromises suggested by me, my clients or the real estate agent were rejected by their lawyer. My clients do not speak Hebrew. The lease was written in Hebrew and all negotiations were in Hebrew. Throughout the entire meeting I translated the discussions and explained the ramifications of the issues and questions involved so that my clients could make an informed decision. Shortly before the end of the meeting, I took my clients aside and asked them whether they would be prepared to walk away from the negotiations and lose the apartment. In negotiation lingo this is called a BATNA – the Best Alternative To a Negotiated Agreement. I explained to them that the landlord was well aware that they were returning to their home country that day and that they were consequently under
02 999 3939
pressure to sign the lease. He was using this knowledge as his trump card in the negotiations, figuring that they would eventually sign under his terms because they didn’t have a choice. Having considered their options, my clients decided to walk away from the deal and look for other apartments on another trip or explore the option of renting another apartment that they had already seen. They had already planned to return to Israel in August and would search then, despite the greater scarcity of rental apartments during the summer months as tourists arrive for sabbaticals or new immigrants look for their first home. There is a concept in negotiation called “overplaying your hand.” That is what the landlord and his lawyer did with my clients. They believed that they had my clients over a barrel because they had a plane to catch. Indeed, that is probably why the landlord’s lawyer would not make himself available until that morning. As I drove my clients back to their hotel after the meeting, we discussed what had happened and what their options were. Even though the deal fell through and they left that day without a lease agreement in hand, they were pleased that they had consulted an attorney who was able to warn them of the dangers and pitfalls of that particular lease agreement. I heard from my clients the following day. They decided to rent a different apartment that they had seen on their trip. The landlord of this apartment agreed that I could prepare the lease in English. I was able to negotiate a fair lease which was signed via fax, and now my clients have a place to live when they return to Israel in August. All’s well that ends well. About the Author Nicole Levin is an American born, Israeli trained, real estate attorney with 28 years of experience in the field. She has law offices in Bet Shemesh, Jerusalem and in Modiin. Her website can be visited at www.levinlawoffices. co.il Tel: 02-9915687. BIZNESS MAGAZINE
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Orthodontics
Smiling from Bet Shemesh to Jerusalem with Smile Talk
by
Dr. Lavi and Dr. Gherman
Emergencies When I was in dental school, we treated many patients with terribly painful infection and decay. During that time, I had the good fortune to visit a friend who is a renowned orthodontist in Beverly Hills. He spent much of our visit convincing me to specialize in orthodontics. As if on cue, the doorbell rang. It was a young patient with an orthodontic wire poking his cheek. My friend approached his patient cheerfully and clipped his wire at the door. “Do you know what that is called in orthodontics?” he asked me. “An emergency!” Thankfully, orthodontic patients very rarely experience emergencies of any real clinical significance. Still, our gums and cheeks are very tender areas, so a poking wire or a broken bracket can be quite irritating. As summer approaches and many people go away for extended periods of time, we thought it would be worthwhile to review some handy, do-it-yourself, orthodontic emergency tricks that might prove useful on your extended camping expeditions. Broken Brackets This is one of the most common orthodontic emergencies. A broken bracket occurs when the bracket meets excessive force. (If you are a current patient, at least have the courtesy to take the lollipop out of your mouth while you read this.) Typically, the interface between the bracket and the tooth disengages and the bracket will often “dangle” on the wire, attached only by the elastic liga16
• JUNE 2013
ture. This can be annoying or entertaining, depending on how you view life. If the broken bracket is one of the front brackets, you might notice that the tooth behind the broken bracket is drifting off into a different direction. Do not be alarmed. Once rebonded, that wayward tooth typically returns to its intended position within a few days. Poking Wire This situation can sting a little. A sharp wire can occur from either the wire or the teeth shifting or from a broken bracket. This can cause acute discomfort and even some blistering. If you don’t have access to an orthodontist or wax, you might need to get creative by temporarily placing chewed up sugar free gum or anything else without sugar or acid in it that might temporarily cushion the area. Alternatively, you can try to gently shift the wire away from your cheek with an instrument, but please make sure that you don’t hurt yourself with a sharp or rigid poke in the gums. The eraser end of a pencil is a good example of an appropriate instrument. Puffy, Bleeding Gums Many orthodontic patients experience some degree of Gingival swell-
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ing. This usually persists throughout treatment to varying degrees and then heals after treatment is over. If you are experiencing any acute episode of bleeding or swollen gums, you need a thorough dental cleaning. Bleeding gums might bleed more when you clean and floss them but that is the only way they will eventually heal. Color Fade of Elastics This condition can be catastrophic from a fashion perspective but is not clinically significant. If you are going to be detached from civilization for an extended period of time, consult with your Orthodontist as to which colors are least likely to fade. It is important to note that most orthodontic emergencies are avoidable if proper care is taken not to traumatize the brackets and wires. But, if you suspect that your braces might be busted, do not hesitate to call us and arrange for an inspection and an adjustment. Who knows? Your informal orthodontic emergency visit just might be the inspiration for the next great orthodontist! Have a healthy, wonderful summer filled with smiles :) Dr. Eliyahu Gherman is located at 15 Ibn Gevirol, Rechavia. The phone numbers are: 02-561-9770 and 02-561-9780. 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 Tamar, Ramat Bet Shemesh. The phone number is: 02-992-3363.
02 999 3939
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Chiropractic Medicine
WeChiropractic Welcome Medicine
Dr. Tova Goldfine, Chiropractor,
Interview by Helena Topf
to our Team of Experts!
“In my role as a doctor, a healer and an educator, I am committed to Pain Management. My goal is to get the patient out of pain and then get him moving in a regular exercise program that he can commit to. Most important is teaching the patient to self-manage his condition or injury with regular exercise, proper posture and a healthier attitude towards pain.” —Dr. Tova Dr. Tova, where are you from and where did you train? I was born and raised in Philadelphia and the suburbs of Philadelphia and I made Aliyah in August 2009. I attended an excellent chiropractic school in Spartanburg, South Carolina and graduated with a Doctorate in Chiropractic in 1984. I have been blessed to be in the field for close to 30 years. What conditions do you treat? • Lower back pain • Neck pain • Headaches • TMJ disorder • Shoulder, knee and hip pain • Disc conditions with or w/o nerve involvement • Whiplash injuries/injuries from automobile accidents or falls • Conditions of the joints and muscles (i.e. sprain/strain, bursitis, arthritis and fibromayalgia) Rehabilitation • Pre/post hip or knee surgery • Lumbar stabilization/back strengthening/core stability/balance • Proper posture/ergonomics • Aquatic exercise and fitness • Nordic walking/proper walking technique • Proper stretching and decompressive exercises Interested patients are welcomed to visit my website at www.chirodivine. com, where they can find detailed explanations on the above conditions. 18
• JUNE 2013
I also encourage readers to call or email me to ask any questions and to feel free to inquire about the doctor. It is indeed their healing program that involves the patient and the doctor. What techniques do you use? I consider myself a “low force, gentle” chiropractor using my hands mostly to help rid pain. Other techniques that I incorporate into my treatment are Thompson Drop, Activiator, Cox Flexion Distraction and various massage treatments as well as moist heat and ice treatments, ultrasound and electric muscle stimulation. Patients do not leave the office w/o daily stretching exercises and advice on proper posture. Is there an advantage to being one of
Lower back misalignment and inflammation
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the few female experts in your field? Again, I am privileged to be here in Jerusalem healing other Jews. Working in Jerusalem, the healing and pain management has been extraordinary successful for the patients and there is a great need for this kind of treatment. I’m also the only female chiropractor working for the kuppah Leumit. I see patients there as well as in my home office in Nachlaot. Tell us about your exercise classes? It is very exciting to teach women land and water exercises. I also teach a weekly class of “Strengthening, Balance and Posture Exercise” at the OU Israel Center and twice a week at Merkaz Mayim, a heated therapy pool, where we exercise vertically in the water, raising our heart rates to burn calories, strengthen and flex our arms, legs, abdominals and lower back. Land and pool exercise programs are created for all ages and all levels of fittness. Groups and private one-to-one sessions are available. Who should come to you? The whole family - from babies to senior citizens. How can people contact you? Dr Tova Goldfine at: 052-420-1201. My website is: http://chirodivine.com. Testimonial: “I have been to a lot of chiropractors before, especially in the states, and I never really understood what they did. Dr Tova explained to me, showed me pictures and made sure I was part of this healing process. She was gentle and used all sorts of methods to relax my muscles and tight spine. She helped me more than any other doc I took this pain too.” —Steven
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Legal
Trusts in Israel By David Drutman and Philip Braude
I
n the west, a trust is a kind of body corporate with an identity of its own. Israel does not recognize this concept. A trust in Israel is simply a kind of agency. The trust, therefore, is not the owner of a trust property. The beneficiary is the deemed owner. This has important legal and tax consequences. Some western-trained advisors miss this. Further, the tax authorities look askance at a trust and, in recent years, have legislated quite onerous and complicated reporting requirements. Nevertheless, a trust may be useful in certain circumstances. Real Estate Transactions Section 69 of the Land Tax Law describes a trustee as a person who holds property in his own name but on behalf of a beneficiary. Provided this relationship is recorded in a written “trust deed” and reported to the tax authorities within 50 days of the purchase of the property in trust, the property may be registered in the name of the trustee. But, for tax purposes, it is deemed to be the property of the beneficiary. In the past, the court ruled that it was impossible to have a trust with an unnamed beneficiary. The law states that any transfer of the property from the trustee to the beneficiary is free of land tax. The reasoning is that the beneficiary was always the real owner but, for whatever convenience, the registered owner was a “trustee” on his or her behalf. This may be useful for persons who do not want to have property registered in their own names. It may 22
• JUNE 2013
also be used as an example of registering property for someone with limited capacity. Trust for the Benefit of Disabled Persons / Will Trusts A trust for the benefit of a disabled person is most often created in the will of the parents. In general, the parents state that upon the passing of both of them, a guardian is to be appointed for their disabled child. Funds are then set aside to care for the child during his or her lifetime and a trustee (one or more) is appointed to manage these funds. This may be the same person as the guardian or a different person. Offshore Trusts – Draconian New Tax Proposals In April 2013, draft proposals were published and presented to the Israeli government for approval as part of the Economic Arrangements Bill whose stated purpose is the reduction of the deficit. One of the proposed amendments could affect trusts settled by a nonIsraeli settlor for the benefit of an Israeli resident beneficiary. This is a very common situation. Up until now, a foreign settlor trust, like any other foreign resident, is liable to Israeli taxation only on income generated in Israel. Distributions from foreign settlor trusts to an Israeli beneficiary were not subject to Israeli taxes. Residency of a deceased settlor is determined by the place of residency on the day of death. Accordingly, if a foreigner settled a trust for the benefit of his family members who are Israeli residents, the trust remains a foreign
Bizness Magazine
settlor trust -- even after the demise of the settlor, subject to exceptions. The draft proposals substantially restrict the tax exemptions applying to foreign settlor trusts in three fundamental aspects: 1. Familial Relationship between Settlor and Beneficiaries: The draft proposals determine that a trust can be regarded as a foreign settlor trust only if the following familial relationships exist between the settlor and the beneficiaries: A. If there is a first tier relationship between the settlor and the beneficiaries (meaning parents, children or grandchildren), the trust can be deemed a foreign settlor trust, as long as all of the other requirements of the law are fulfilled. B. If there is a second tier relationship between the settlor and the beneficiaries (this includes siblings, siblings’ offspring and parents’ siblings), a preemption for contradiction exists. The trust is then categorized as a foreign settlor trust (as long as all of the other requirements of the law are fulfilled). C. When no familial relationship exists between the settlor and the beneficiaries, the trust is classified as an Israeli resident trust. In order to assist in the directives, the draft proposes that a new trust report be submitted within 30 days of its establishment detailing the relationships described above. Existing trusts need to submit this report within 60 days of the new law taking effect. 2. Trusts Cease to be Foreign
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Settlor Trusts after the Settlorâ&#x20AC;&#x2122;s Death: Upon the death of the settlor of the foreign settlor trust, the income and trust assets will be regarded as income and assets of the beneficiaries. In such a case, if at least one of the beneficiaries is an Israeli resident, the trust ceases to be a foreign settlor trust and becomes an Israeli resident trust (meaning it is liable to pay Israeli taxes on its worldwide income). The draft proposals allow the trust to receive a â&#x20AC;&#x153;Step-Up,â&#x20AC;? whereby the date of acquisition and cost price of the foreign assets of the trust will be determined in accordance with the value at the date of the settlorâ&#x20AC;&#x2122;s death. The trust then becomes liable to Israeli taxes. If there are foreign beneficiaries of the trust, it is possible to allocate their share of trust income and assets. 3. Choice of Taxation Method â&#x20AC;&#x201C; Tax on Beneficiaries when Distribution Received or Current Taxation of Trust: The draft proposals determine that a foreign settlor trust that satisfies the above criteria (the close familial relationship between settlor and beneficiaries and that the settlor is still alive), is taxable on its current income or on distributions in accordance with the election by the trustee. In this case, the trustee can elect between two alternatives: Taxation of Current Income: In accordance with this alternative, current trust income is liable at a 25% tax rate. Taxation of Distributions: As per this alternative, trust distributions are liable to a 30% tax rate on the distribution (unless the trustee or the beneficiary has proven that part of the distribution had as its source the trust capital settled by the settlor, as the trust capital is not tax liable). Likewise, where it can be shown that the distribution includes both capital and profits, the distribution is seen resulting initially from profits and only afterwards from capital.
It is expected that these proposals will soon become law and they will dramatically affect any Israeli residents who are beneficiaries of overseas trusts. It is strongly advised that professional input be obtained by anyone affected by these tax law changes. This article is for general information only. It is not legal or tax advice. For any specific question, consult your professional advisor/s.
About the Author David Drutman is a lawyer practicing mainly in real estate, commercial and probate matters. He can be contacted at: 02-995-1877 or at drutlaw@gmail.com. Philip Braude is an accountant, personal financial planner and investment marketer licensed by the Israel Securities Authority. He is CEO of Anglo Capital Limited. He can be contacted at: pbraude@anglocapital.com
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23
Car Garage
Car Anatomy Series
The
Brake System 101
(Yes, for Dummies)
By Ariel Levy
L
ast month our Car Anatomy Series discussed the combustion engine and how it converts gasoline into motion so that your car can move. Today, we will discuss its opposite. How to make your car stop moving— otherwise known as stepping on the brake. We all know that when the brake pedal is pushed, the car slows down and then stops. But how does this happen? How does the brake pedal tell the car wheels to stop turning? And how is that small tiny push enough to stop a many ton car? Brake Function If you hob-nob with physicists, they will probably tell you that your brakes convert kinetic energy of vehicle motion into heat. Translated for us dummies, this simply means that the car brakes stop the wheels. How do they do this? The pressure from your foot on the brake puts pressure on a master cylinder. The master cylinder is located in the engine compartment. It is filled with special hydraulic oil (we call it brake fluid). The master cylinder also contains a piston. When the brake pedal is pushed, it sends a plunger into the master cylinder which builds up the hydraulic pressure. This is then transferred, via a network of steel hydraulic brake lines—one for each wheel. At each wheel the brake fluid drives the pistons which then go up against a rotating drum or disc. The friction caused by this interaction slows the wheel and in turn, the entire car. The constant application of brakes against the rotors and drums causes a lot of wear and tear on the brakes’ system. Regular inspections are necessary to discover 24
• JUNE 2013
any cracks, or breaks, or air pockets or leaks in the brake line which can result in a loss of power and eventually cause brake failure. What is that Squealing Noise? When the material that causes the friction is almost worn out, a squealing noise is created when you push down on the brake. That is to tell you, the driver, that you need to replace the brake linings. If you ignore the noise for too long, you will inevitably do damage to the rotors, drums and other car components. Power Breaks: Over the years, technical advances have improved both the function and reliability of braking systems. One such advance is power breaks. Today these are standard on most cars. They use energy supplied by the engine to increase the push on the brake made by your foot. This means that your foot has less work to do. Disc Brakes or Drum Brakes? Disc brakes and drum brakes both work on the same principle--absorbing most of the energy expended in moving a vehicle. Drum brakes: These are drumshaped apparatus’ which spin with the wheel. Inside the drum is replaceable frictional material which is forced against the drum when you press down on the brakes. The down side of this type of brakes is that they have a hard time shedding heat and are more likely
Bizness Magazine
to overheat. On the plus side, drum brakes have a larger surface area for absorbing the car’s energy and are therefore generally used on the rear wheels of heavier vehicles like trucks and trailers. The heavier the load, the larger the brake must be to absorb the energy. Disc brakes (used on most front wheels as they do most of the work) use two pads on either side of the disc rotor which is mounted to the wheel. When the brake is applied, fluid compresses the brake pads against the rotor disc and absorbs the energy to slow the car. As there is a lot of air around the discs, they tend to last longer and overheat less. Anti-lock Braking Systems (ABS) The Automatic Braking System, or ABS, is now standard on all vehicles and places sensors on all car wheels. When the brake is applied, the pads quickly apply pressure to slow the vehicle. ABS enables a combination of electronic and hydraulic control to reduce stopping distances. Getting into a car that cannot stop is more dangerous than getting into a car that will not start. So make sure you that you take your car to the garage for brakes’ inspection as often as recommended by the manufacturer or by your trusted mechanic. Any “strange” noise when you step on the brakes should be taken seriously. It could be a matter of stop or not. About the Author Ariel Levy’s new car garage is located in the Bet Shemesh industrial area on Rechov Hamasger (next to the Moadon Haklavim pet shop). Ariel is a member of the Bizness Magazine Professional Network offering a free 15-minute consultation to all our readers. He can be contacted at 054 205 0389.
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25
Homeopathic Medicine
Well-Being: By Dr. Shoshana Kesner
W
the Best of You
ith all of the products, philosophies and practices out there concerning your health care, the journey of maintaining your wellness can be a stressful one. But it doesn’t have to be! I am always inspired when patients are ready to take the steps to gain balance to increase their well-being. Holistic well-being is a lifelong journey that involves practice and is not free from adverse affects. When using a natural wellness approach, the goal is not in curing physical and mental diseases, disorders and injuries; nor does it advise against the use of traditional medicine. Instead, it is about bringing balance back into your life to provide your body the opportunity to heal itself. A Holistic Health Plan A Holistic Health Plan doesn’t look at your concerns as separate from the whole (allopathic) picture but rather as part of the collective (holistic).whole. There is a purpose to offering a holistic living plan which takes the whole of you and how you have arrived at where you are today into consideration. It is the best way to bring you back into balance. Although one may primarily visit me for weight loss; an injury; or for a specific state of ”dis”ease; a complete Holistic Living Plan will be your own personalized aid in your well-being. In holistic health, the interrelatedness of all body systems is considered and contributes to how you got to where you find yourself today. So together we will consider the mental, spiritual, emotional, physical and environmental contributors that can bring balance back to you. 26
• JUNE 2013
Invest in Making
Holistic Considerations We look at the stress factors in your life when acne, high blood pressure, varicose veins or indigestion are present. We look at your digestion and elimination systems when food allergies, skin rashes and lethargy are present. We consider your emotional outlook when you find yourself with chronic infections or repeated injuries. We will work with, not against, the natural healing abilities within your body. An all-inclusive review on bringing balance to your mind, body and spirit will be given. Additionally, I am very concerned with which natural therapies a person has used and in what manner and frequency. Why does it matter? Because there can be too much of a good thing. Recently, this happened to a very wellmeaning client. When a person combines therapies, such as cranio-sacral, acupuncture, reflexology, and homeopathy, Chinese herbs, chiropractics, vitamin supplements, as well as conventional medicine, that is just too much of a good thing! I coordinate and advise clients to utilize many of the above therapies-but not all at once.
Bizness Magazine
When a person combines too many good therapies, the resulting outcome can be dangerous. A person can increase risk factors by hyper stimulating his body. For example, one aspirin a day can help in dealing with blood pressure. A person who takes ten a day would place himself in danger. It’s the same theory. Too much of a good thing can make one ill! This is why a first appointment with me takes time. I spend two hours with each person, getting to know you, what makes you unique and how you respond to life events, daily routines and your world. Your second appointment is even more important in that it helps me to know if the healthy changes and the holistic approaches are working for you quickly or slowly. In the subsequent follow up, we will continue to evaluate your improvements and balance. We work together to help you feel better. Gaining, restoring and maintaining balance is an investment in yourself and your family. Investing in your good health and mind-body emotions increases your strength and energy so that you can be the strongest you can be. Call me for an appointment at: 054-234-2367. Or e-mail me at kesnerholistic@gmail.com. My clinic is at Maor 8/2, Ramat Bet Shemesh Aleph. Website: www.kesnerholistic.com. About the Author Dr. Shoshana Kesner, DHM, BSN, has worked with women and babies throughout the course of her entire 18-year career. She is a doctor of homeopathic medicine, has a B.S. in nursing, is a trained midwife, and is an active parenting educator and an integrated natural healing specialist.
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Air Conditioning specialist Handyman Tzvi answers from the field
Choosing By Tzvi Lefkowitz
D
uring the summer months, the two most common concerns that customers have are determining why their unit is blowing hot air and deciding what type of an air conditioner they should buy. They often have trouble deciding between an inverter, which sounds promising but is unfamiliar, and a traditional unit. When an air conditioner blows hot air, it is most likely low on Freon. Unlike a car’s gasoline which needs to be regularly refilled, Freon operates in a closed cycle and generally lasts for 15-20 years--if the unit is correctly maintained. Therefore, if a unit is low on Freon, there is a leak in the system. Leaks are usually caused by component vibrations when the unit is working and then shuts off. Over time, these vibrations can cause tiny cracks on the condenser or gas lines.
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– the right technician – the right A/C Until 2010, environmentally unfriendly r22 Freon was used. That type of Freon worked under low pressure. In effect, it could take a year or two years until the gas would leak from a crack, and a technician would be needed to refill the Freon. In 2010, the more environmentally friendly r410 Freon was introduced. This Freon works under much higher pressure than the older systems so it can leak much faster from cracks, and the gas in the system can become depleted much more rapidly. Just recharging the Freon in a system without fixing the crack that is causing the leak is not a viable solution for an air conditioner blowing hot air. Under lower pressure (r22), a refill could last for a season. With the r410 Freon, a simple refill only lasts a few weeks. So, if you replace the Freon in a system which is blowing hot air today, you may need to have it recharged again in as little as three weeks. It is very difficult to find a micro-crack in an HVAC system. To fix the problem permanently, a technician with specialized equipment for detecting micro-cracks needs to be called. Now, which air conditioner is a wiser purchase--a traditional or an inverter unit? A traditional air conditioner regulates temperature by using a compressor which either works at maximum capacity or completely switches off. In an inverter air conditioning system, an inverter is used to control the speed of the compressor, which is constantly changing to deliver temperature to which the air conditioner is set. Without stop-start cycles of the compressor, the air conditioner runs more efficiently, energy is saved and the vibrations that cause cracks and leaks of Freon are reduced. Additionally, an outdoor compressor is generally quieter than a standard air conditioning unit’s compressor. Handyman Tzvi has many years of experience in general contracting and home renovations. He made aliya from New York where he built multi-unit projects and custom homes. Air conditioning happens to be one of his passions. Tzvi is a licensed Electra technician who provides care and maintenance service as well as sales for all major brands. Tzvi now offers the state of the art Freon leak detection solutions. He would be glad to explain all the steps that would be needed in your particular case, and his prices are honest and affordable. Handyman Tzvi is also an expert in all other home related services, such as major appliance repairs, electric and plumbing work. He has a large customer base in Jerusalem, Bet Shemesh, and Modiin. He can be contacted at 054-498-5298 or visited on his website at www.HandymanTzvi.com.
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By Dr. Reuven M. Rosenberg, Chiropractor and Nutritionist
Part II
Saliva Testing Last month we listed twenty signs and symptoms of adrenal fatigue. This month we will discuss testing methods. Saliva testing has many advantages over blood testing. Saliva specimen collection does not require a blood draw and there are no risks to patients. Saliva collections are convenient and can be done at work or at home. When stored properly, saliva samples are stable for several weeks. With an accuracy of 92-96%, saliva testing is more accurate than blood testing. The ability to collect more than one specimen is another advantage of saliva testing because this can give providers more information than a single collection. There are several different ways of measuring the hormones in a person’s body. Most blood and serum tests look only at the level of hormones that are present in a person’s tissues. This is known as “bound hormone levels.” Saliva testing looks at the “unbound hormone levels,” also known as “free fraction hormone levels,” which are the hormone levels that are available to be used by the body’s tissues. This gives providers a better idea of the levels of hormones that are actually influencing the tissues rather than just the level of hormones that are present in the tissues. Measuring free fraction hormone levels gives a provider more information than measuring bound hormone levels. Usually, when bound hormone levels are measured, a provider needs to guess at the level of hormones affecting the tissues. This is not the case when measuring free fraction hormone levels. The accuracy of saliva testing, together with its affordability, convenience and the ability to collect multiple specimens, makes saliva testing superior to blood testing. Dr. Rosenberg offers a free one-hour consultation to discuss your health issues. Call 052-761-6793 today to find out what’s making you so tired and begin getting real answers to your health questions. Dr. Reuven M. Rosenberg Chiropractor, Clinical Nutritionist The Integrative Health Center Nachal Achziv 8/2, Ramat Bet Shemesh, 052-761-6793 info@DrRosenberg.net, www.DrRosenberg.net
0548308453 02 582 6505
Rechov Hertzel 7 (inside the Bet Shemesh shuk)
© Reuven M. Rosenberg, D.C. Disclaimer: Statements made pertaining to the properties and/or functions of nutritional products have not been evaluated by the Food and Drug Administration and these materials and products are not intended to diagnose, treat, cure or prevent any disease. Never discontinue medical prescriptions without the consent of your physician.
The Highest Level of
Optometric Eye Care Interview with Erez Elbaz from Erez Optic Tell us the story behind Erez Optic? I have worked as an optometrist in a number of stores and clinics over the years and I have seen amazing optic stores in my travels abroad. What we have here in Israel are optic stores that look desolate or stores that work on fashion only. What we lacked, I realized, is a place that combined the highest level of optometric professionalism with the most updated eyewear and sunglass collection from the world’s leading designers as is acceptable worldwide. What types of products do you offer? We handpick the most fashionable eyewear and sunglasses from the most renowned designers, updating the collection a few times every year. Our leading brands include Miu Miu, Dior, Prada and Tiffany & Co., to name a few and some exclusive brands such as Ron Arad, Mykita and a few others. We offer prescription lenses from leading manufacturers such as Rodenstock, Essilor and Zeiss. We also offer quality contact lenses by noted brands, like Johnson & Johnson and Ciba Vision. Who is your typical customer? We cater to customers who don’t only regard glasses as a vision aid but as a means to bring out their personality and sense of fashion. Our customers expect the highest quality of frames and lenses together with the highest level of optometric eye care at a reasonable and realistic price. To what do you attribute your success? I owe my success to great customer service on a very personal level, regularly updated quality products and finally keeping updated on the professional level. How important is your location? Our store is located at the heart of Jerusalem, in the middle of the well-known street of Ben Yehuda. It is easily accessible by public transportation. There are also parking lots in the immediate area of the store. Moreover, our location allows us to cater to different customers; locals, passers-by and tourists. I saw a unique glasses collection in your store; how do you select your products? We handpick every single frame, taking into consideration 30
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the latest fashion trends, the quality and durability of the materials and the optical and ergonomic aspects. How do you differ from other optical stores and boutiques? Ours is the only store in Jerusalem which has a specialized kids’ section, aptly named Erez Optic Kids. Erez Optic Kids caters to children from the age of 3 months till the early teens. We work closely with eye doctors from Hadassah Ein Kerem. The Kids’ section holds over 200 fashionable eyeglasses and sunglasses specifically designed for children and infants. Eye exams for children are done by an experienced pediatric optometrist, who is also a clinical supervisor and faculty member at Hadassah College of Optometry, Jerusalem. Our staff consists of three optometrists, who cover the areas of pediatrics, contact lenses and advanced optometric solutions. The salespersons on our staff are also optometry students. We do work with reputed eye doctors and eye care institutions including Kupat Holim Meuhedet. How far do people travel from to come to your store? We have clients from all parts of Jerusalem, from Tel Aviv and adjacent cities and from Be’er Sheva and the surrounding areas. We also have loyal customers from abroad, namely from the US, Canada, Brazil and Venezuela, who visit Israel a few times every year, and who gladly pay us a visit every time they are in Jerusalem. A close friend of mine who is a sophisticated buyer told me he only buys at your store due to quality and service. What can you add to that? We highly value such customers, and we are very thankful to have them. People who value fashion and first-class service are our target clientele. Erez Optic is located on 7 Ben Yehuda St. Jerusalem. Tel: 02 624 2777. Internet site: www.facebook.com/ErezOptic
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Increase your Revenue Interview with Yaakov Moshe from WiseNet Advice
Where are you from? I grew up in Toronto. Now I learn in a kollel in Yerushalayim and run the WiseNet Advice marketing consultancy. What’s the WiseNet Business Program? It’s an eight session course designed to give you a complete array of expert marketing strategies that work. Participants also get six free private consultations. What’s the most common mistake small business owners make? There are lots of most common mistakes. You can check out our new “Mistakes to Avoid” series at WiseNetAdvice. com. But here are three. People often tell your prospects how great their offer is. They may agree that it’s great but then walk away because most people don’t consider how much you can help them. We teach you to get customers to feel how you can make their life better, easier or more productive. Another very common mistake is thinking that a website, even a fantastic one, will bring customers or sell your offer. It won’t. For most businesses, a website becomes powerful only after the following three fundamentals are met: (1) You need to know how to get people to your site. (2) You must inspire others’ trust in you if you want them to invest significant money in you and your service and (3) you get potential clients to sign up for your e-mail list so you can stay in touch with a growing list of people genuinely interested in what you have. Most purchases aren’t made at the time of first contact. Another common mistake is not learning how to write effective ads and 32
• JUNE 2013
articles. That’s an important part of the WiseNet Business Program. What are some elements entrepreneurs should implement to skyrocket their businesses? Uniqueness, client satisfaction and authority. Make your offer unique. If it isn’t unique, there’s no reason anyone should use you instead of someone else. Making a low price your uniqueness can create all kinds of problems, so don’t do that. If your offer is unique, they’ll want it even if it’s not the cheapest. With some creativity, any business can be made unique. And we can help with that. Focus on using your offer’s uniqueness to solve your clients’ problems instead of focusing on selling your offer. Your clients will notice both your offer’s effectiveness and that you care about them. Learn how to become an authority in the eyes of your customers. Find creative ways to put yourself in positions where people count on you for advice, learn to trust you and turn to you automatically. Who is your ideal client? Anyone looking to start or increase sales for his own or his employer’s business. There is a lot to gain from our services. With the right strategies, even a job-seeker in any field can “sell” his or her talents more effectively. What are the benefits of your services? The bottom line is to significantly increase your revenue. Our website has free
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articles full of practical and effective strategies to grow your business’ income. Private consultations focus on giving clear and practical solutions for your business to get and keep customers that pay. The WiseNetBusiness Program is a complete budget-wise instruction program to jumpstart a new or existing business on a budget. You’ll learn (1) to design or adjust products and services so that your prospects will value them, (2) an array of effective writing skills to increase sales, (3) to minimize effort and spending by using strategies for targeting audiences already interested in your offers, (4) to halachically use the internet to gain a growing targeted audience and (5) to quickly become a trusted authority in your field. The list really goes on. What are the results of businesses which fully follow your advice? Tremendous. They are getting professional marketing strategies newly adapted to today’s changing market. They’re based on proven psychological principles, so b’siyata dishmaya, they bring significant growth both in sales and reputation. Who should contact you? If you feel that you’re not getting a fair price for your product or service or if you’re not making enough sales, you should be getting in touch with us. How can people contact you? My private phone number is 054-849-9617. My email is help@WiseNetAdvice.com. And you should definitely sign up for our e-mail list at WiseNetAdvice.com so you’ll get a free e-mail every week or two with effective strategies for increasing your sales and profit margins.
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EXCLUSIVE INTERVIEW
FACT: Interview with Ofer how did it all start? I own a jewelry manufacturing company. Our factory was broken into two times despite having a top conventional alarm system in place. The thieves knew exactly how to deactivate it and how long it would take the surveillance patrol car or me to get there if the alarm went off. Even though we were lucky and the border protection forces (Mishmar Hagvul) captured some of the burglars a few hours after the robbery, we never managed to get back the goods or compensation from them. These events harmed my business deeply and affected my private life significantly. I could hardly sleep at night worrying about the next break-in as I knew I was virtually unprotected. It detrimentally affected my morale which lead to lowered productivity, low motivation, high stress, frustration and a feeling of helplessness. Didn’t your insurance policy cover the theft? It did. But the premiums went up so much that that was a nightmare in itself. So what did you do? We tried to cooperate with the police and on behalf of the Manufacturers Association of Israel (IJMA) I investigated over 40 break-ins trying to catch “the leaders.” In the process, we learned ways to protect businesses and homes. What did you learn? I learned that you are very much on your own and that thieves have very little to risk. As long as no one gets hurt, break-ins are pretty much a safe sport for them. They are very aware that the police cannot deal with it so they have a lot of time and peace of mind to become 34
• JUNE 2013
In Israel there are 27,500 Home Break-Ins a Year and 8,000 Business Break-Ins
Ofer Hai, CEO of Active Blockout
professionals in their field while advancing their learning on the job. I have also learned that “successful” brake-ins have several things in common. What did you learn about thieves? There are basically three levels of thieves: The first group is made up of “gone astray” youngsters and drug addicts. These thieves break into a home or a business by forcing a door or a window. They grab whatever is handy and quickly run away. The second group is made of more sophisticated individuals. They usually break in through a side window. Once inside the home, they deactivate the alarm system by basically damaging it. Although the window alarm sensors may have detected them and activated the alarm system (most of the times the siren is damaged first), by the time the moked (security monitoring firm) gets to the house, everything is quiet outside. They usually assume that the “false” alarm was due to a neighborhood cat wandering around or something similar. These thieves now have all the time they need to search and find the safety box and other valuables. Once they find the safety box, they cut/brake it with a portable welding unit or an electric saw or other similar means. This takes 10-15 minutes. They still have time to make themselves a coffee, and believe it or not, even a meal. The third group are the real pros. They deactivate the alarm before getting in by evading the infrared sensors. They use sophisticated equipment to jam the cellular and wireless communication systems.
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They then have all the time in the world to empty out the house. So “your thieves” are still out there and your insurance is costing you an arm and a leg. Sort of. Even though a few have been captured, the “leaders” were not. After the second robbery, I knew I was on my own. I decided to grab the bull by the horns. I figured that for the money I would pay for expensive insurance over the next few years, I could develop a totally new approach to personal and business asset security. My goal was to design an effective prevention of burglaries without any direct physical confrontation with the criminal. Instead, I would create a deterrent which would impinge on the burglars’ motivation during the break-in attempt. What were the premises of such a system? It had to be an automated system that applied advanced security principles via simple means. It had to be structured so that it would not be expensive to purchase and install. It had to allow for rapid recovery from a burglary and it could not be disabled by cutting-off electricity. It had to be compatible with existing alarm systems. Most important, it had to discourage thieves from targeting my property and eventually repelling them during their attempt to break-in.
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How long did it take to create such a sophisticated system? We called it Kipod. It took two years until we got Kipod to do what it does today. Since Kipod was installed in my jewelry factory, we have had no breakin attempts and I sleep worry-free the night through, even though we are no longer insured. Tell us how the system actually works in a business environment and how the same principle applies to home protection. As you well said, the nature of a business is different than a private home. In a business set up, the system utilizes a multi-layered active prevention system to end the break-in and cause the thief to flee the location. This multi-layered system acts in crescendo. First: We place outdoor signs warning the criminal that the premises are protected with active defense systems. Second: As soon as an entry point is broken, the thief gets engulfed in a thick cloud of smoke that spreads throughout the room accompanied by an extremely loud siren and strong blinding flashing lights. This combination creates shocking confusion and an inability to orient oneself in the room. From this point on, it only gets worse. If the break-in continues, this defense mechanism will continue to accompany the thief (smoke, noise and blinding flashing lights) and the next mechanism gets activated: The thief is sprayed with a jet of a colored liquid with a smell of ammonia. Should the thief be really motivated to move ahead, he will be sprayed with a jet of pepper that fills the room causing nausea, severe tearing and physical weakness. If the thief miraculously has managed to reach the most important area to be protected, a nozzle will spray our patent-pending sticky foam to the lower body, legs and hands. This foam hardens quickly and becomes glue that is difficult to remove. As it hardens, it heats up, and although it does not cause a burn, it creates an inability to move. Should the thief flee and then decide to return, all the mechanisms will start again, but this time the hardened
foam will prevent doors from opening. Kipod will continue to operate even if the thief decides to return hours later or if the electricity and communication systems are cut off. As you can see, there is no further need to a rapid response from the police or your security firm, as the thief would have left empty handed. Wow! Which thief wants to go through that nightmare of pain and suffer when there are other businesses with conventional alarms? That’s exactly the point. Many of the break-ins are inside jobs and the accomplices know what the job will entail. How are Kipod sensors different than conventional alarms to deactivate or elude? We use very well studied and proven technology. Kipod does not rely on passive sensors or alarms alone but on active systems that defeat the burglar and prevents loss. Kipod is designed to prevent false alarms or accidents. No false or mistaken activations. Each system is installed to meet the particular needs of each environment and client and to operate according to law. How does this technology apply to private homes? In a private home, our focus is to prevent the thief from stealing or breaking the safety box or other specific area. This means that Kipod will not repeal the thief with gases, liquids or foam if he breaks into the home. It will only act if the thief physically attempts to force the safety box. Kipod activation leaves no room for error as it’s designed to act strictly on an unequivocal attempt to steal. In the event that Kipod gets activated and ultimately repeals the empty handed thief, cleaning the area is a quiet simple job. How about the components used to repeal the thief?
The system is based on standard, readily available and obtainable components. They are all legal and are used in other countries and/or other industries by police or other institutions. No substance used by Kipod creates permanent damage -- just temporary discomfort or inability. The sticky foam spray system is our own invention and we have a patent pending on it. Can Kipod be programmed to work certain hours of the day or night only? Kipod has the latest programming technology. It can be programmed to activate during certain hours, days, weeks, seasons or a combination of the above. It can also be programmed to selectively activate a particular layer of defense action at a particular time of the day, week or season. It can also be programmed to warn, with a recorded voice, that an unauthorized area is being entered and to threaten a defense response if the thief does not back off. Tell us about your team? We have a unique, committed and tremendously skilled team. We have been assessorized by electrical engineers, mechanical engineers, chemical engineers, industrial engineers and designers, machinery engineers, security experts, ex-police explosive experts, environmental experts, clinical psychologists and other qualified marketing and administration professionals. What’s the plan? The plan is to reach families who have personal assets in the home that they would like to protect and give them the same peace of mind that I now have. How about cost? Much cheaper than the contents of the safety box or the emotional suffering of a theft. The basic home protection package is comparable to the cost of a conventional alarm system. How can people learn more about Kipod and start protecting their assets? They can call us directly at: 04 652 2546, e-mail us at info@activeblockout.com and visit our website at www.activeblockout.com BIZNESS MAGAZINE
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The Seventh Commandment:
(Part 2)
Thou Shall Have a High Perceived Value
By Nachum Kligman
I
n last month’s issue we talked about the importance of having a high perceived value. Below we will talk about some practical applications. Professional Logo Have a unique logo designed for your business. It is worth spending good money on a proper logo. Some companies pay up to hundreds of thousands of dollars for their logo and branding. You should expect to pay between $300 to $500 for a top-of-the-line logo. Of course you can get success for less but you really need to know what you are looking for and guide the designer. Your logo is the first thing that people see and the first thought and image they have of your business. If they see an uninspiring or cheap logo that looks like clipart, your perceived value has already decreased, causing you to lose business. The same thought holds true if your company has a web site. If internet sales are part of your business model, put real money, time and effort into your on-line image. Make your site remarkable. Business Cards Another first impression to keep in mind is your business cards. Make sure they are up to date. Nothing screams ”unprofessional” louder than a business card with things crossed off with handwritten e-mail addresses on them. It is not a big expense and you can often get them in less than 48 hours. Make sure your business card is unique. I always put my photo on them so that when I follow up with someone, they can put a name with a face. People always complement me on my business cards. Make sure you use thick material and try to be as creative as you can.
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A truly unique business card not only doesn’t get thrown out but often gets passed around. Business E-mail Address I can’t tell you how many times someone handed me a business card or an advertisement and the e-mail address was something like 613moshes_ cupcakes@gmail.com. That reeks of unprofessionalism. If your company is “Moshe’s Cupcakes” then your e-mail should be moshe@moshescupcakes. com. If you’re serious about your business and are trying to grow, remember that each time you e-mail, you’re marketing your company. Be certain that you have a signature with every e-mail sent which includes your name, title, email address, company info, etc. Every e-mail you send out is an opportunity to promote and make you and your company appear to be a serious contender for the recipient’s business. Phone Answering Service There is nothing more frustrating to a customer than wanting to to order something and having the phone ring and ring with no one picking up. Almost as bad is having an answering machine or a simple voice mail answer. Prices for answering services have gone way down. Of course, whenever possible, you should have a live employee answer the phone. But, if you can’t do that, then the next best thing is to have an answering service answer the phone in your company’s name. If that is still expensive for your start-up, at least have a proper voice mail box system set up with a directory and different extensions. Any messages left for you can now go directly to your e-mail. Proper Business Address
Bizness Magazine
Search on-line for virtual office space. If your clientele is in New York or in the States, get yourself a Manhattan address. It may cost you about $30/ month, plus mail forwarding or pick up, as you don’t want to use your home address. Additionally, many of these places offer a shared fax number, a live answering service and conference room space as needed. Do you really want to bring a client to sit with you in your living room or kitchen? Of course, if you have a separate, beautiful, custom-built home office, the time and tax savings can be super beneficial and your clients will appreciate the atmosphere. Shared office space is also something worth looking into. These are office spaces that are shared with other businesses and are set up with everything you need -- Wi-Fi, desks, conference rooms and tons of coffee. You can rent for the day, week, month or year. If you are a small company, this is a good way to get office space and presentability – at a fraction of the cost. Big Name Clients This is not always easy to do. But, there are huge benefits to having big name clients using your company. If one large company is working with you, people conclude, “If it’s good enough for them, it’s good enough for us.” They assume (usually, correctly, that the big company checked you out carefully). There is a high perceived value from having big companies on your client list. This may mean that you offer a big company a sweet deal – even not making a profit on them, or initially not much of one, in order to give you the credentials you need to attract other businesses.
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Still, don’t think that all you need to do is service one or two big clients in order to be successful. Most often, your bread and butter comes from the mid-size companies rather than from the larger ones. You know it is good for perceived value and it is good for getting started, but you should not necessarily focus only on the big guys. You have to make sure you have steady income from the mid-size companies as well. Celebrities The world is celebrity-driven. If a celebrity endorses your product, does an interview, talks about you or wears your product, everybody will want to wear or use your product. Agents charge a lot of money. Instead, it is a good alternative to have a connection. Connecting with a politician or someone recognized in the business world, someone with high perceived value and getting him/her to use your product and/or service and talk about it, can greatly benefit your business. Testimonials Always have your clients write you a testimonial. Have them talk about you and your product and send in a letter or an e-mail which you can place in your promotional material. There is nothing more powerful than what someone else says about you. Testimonials create a more powerful and higher perceived value for you. Some people even put testimonials in their e-mail signature. There is comfort with not being alone when making a decision to purchase a product or service. When a potential client can see multiple customers of yours with raving reviews, they are much more likely to close the deal. Speaking Engagements Go out there and speak! Apply to speak at conferences, set up seminars, go to your old high school and offer to speak to a class. The more you do it, the easier it gets, the better you will be and the more confidence you will have. No one should know your industry better than you. Your real world knowledge and experiences can become valuable
to others. Make sure everyone knows about your speaking engagements. Record them and post them. Collect e-mails from those who attend and ask for feedback and testimonials. Before you know it, people will be contacting you to speak at their events. You might even start receiving payment for these engagements. At the very least, you are building your personal brand. Write Articles Peter Shankman started a few companies, one of which is HARO: Help a Reporter Out. He has connections with some of the world’s largest magazines, newspapers and websites. These top of the line media companies look for experts for the stories they are writing. When you sign up, you will get leads you can respond to. If you see a specific topic you feel comfortable talking about, then respond. You never know what top-of-the-line magazine or news program you may get quoted in. You can also pitch ideas to newspapers and magazines, start writing articles about your business, and market it. The higher you are perceived as an industry expert, the higher your business will be perceived. Once you get published, you can use the logos of where you have been published on your marketing items. People feel that if you are good enough to have been published in a prestigious publica-
tion, you must be prestigious yourself. Write wherever you can. Spread the word -- your word! Write a Book When you are meeting with a potential client, what is more powerful, handing them a business card or handing them a book that you wrote? Being an author has a very high perceived value and shows you to be a real expert in your industry. You will get more speaking engagements and be asked to write more articles for publications since you now have the title of author next to your name. Dress for Success This is extremely important. When you are attending a business meeting or meeting a client, the way you dress has an effect on how you feel and, especially, on how you are perceived. It is important to be sure your shirt is pressed, shoes shined and your hair is done. You’ve no doubt heard the phrase, “You can’t judge a book by its cover.” While you shouldn’t, the reality is that people do. When I travel on business or go to business meetings with non-Jews, or even non-religious Jews, I always dress differently than I would if I was shopping at the makolet. Just like a doctor and a fireman have a certain uniform to wear, so, to, there is a certain uniform you should wear when going out as a businessman.
BIZNESS MAGAZINE
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Sell for a Higher Price Do companies that sell cheaper make more money? No! It has been shown time and time again that by raising your prices, you are perceived as being worth more. In a recent study, researchers from CalTech and Stanford told subjects that they were drinking five different varieties of wine and informed them of the prices for each as they drank. In reality, they only tasted three types because two were offered twice: A $5 wine described
as costing $5 and $45, and a $90 bottle presented as $90 and $10. (There was also a $35 wine with the accurate price given.) Not only did the subjects rate identical wines as tasting better when they were told they were pricier but brain scans showed greater activity in a part of the brain known to be related to the experience of pleasure. In other words, the experiment may be evidence that we genuinely experience greater pleasure from an identical object when we think it costs more (although we
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can’t say for sure because the brain is so complicated and the increased brain activity could theoretically mean something else). Similarly: There is a study in which participants were given an inactive dummy pill which they were told would provide pain relief, before going through the second of two identical sets of electric shocks. Eighty-five per cent of the subjects who thought the pills cost $2.50 reported feeling significantly less pain the second time around compared with only sixty-one per cent of the subjects who thought the pills cost only ten cents. The authors speculate that this may help account for the fact that brand-name drugs are sometimes found to be more effective than perfectly identical, but cheaper, generic equivalents. If you’re looking to hire a consultant and he is charging $100.00 an hour, it must mean that he is better than the fellow charging $25 an hour. Whether or not this is true does not make a difference. It’s the perceived value that counts here. When competitors are cutting their prices, consider raising yours. You will be perceived as being at the top of your industry, the best at what you do. You never want to compete on price because once you lower your prices it will be much harder to raise them again. Try to keep the focus off the price and on how amazing your product and service are. About the Author Nachum Kligman is a serial entrepreneur, consultant and speaker. He is the founder of Ideago.com, a co-founder of the newly launched KidsOutlet. com and the founder of Viewbix. His is also the co-founder of SportsFan.me, TeesAtRisk.com, BabyAndMeGifts.com, among many other start-ups. He is also the owner of KosherVend Ltd. which is the exclusive importer of Cotton Candy Vending Machines in Israel (www.cottoncandy.co.il ) as well as a partner in Cellar 18, a boutique wine store located in Ramat Bet Shemesh.
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Here at our Family Dental Clinic run by Dr. Jacki Glassman, we offer a full range of dental treatments under one roof and at very attractive prices. Among the many treatments we offer: Dental Implants and Oral Reconstruction. Crowns, Bridges and Dentures. Preventative Resin Restorations and aesthetic fillings. Root canal treatments and extractions. Orthodontics. Laser dentistry. Routine cleaning by our licensed hygienists. Aesthetic dentistry. FOR A FREE INITIAL EXAM AND CONSULTATION PLEASE CALL OUR CLINIC: (FOR A LIMITED TIME ONLY)
02-566-9061
Elcharizi 18, Rechavia, Jerusalem
GOWNS RENTAL 2013
SPECIAL PRESSED Hanged Shirt ₪7
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Vast and impressive selection Latest styles never seen before Worth driving from afar! Sizes 2-14 Imported from Europe
SAME DAY SERVICE Bring it in the
Morning,
ready in the
Afternoon.
Harama Laundry World leading technology just arrived to our store!
By appointment only:
Rivki (speaks English) 052-7161731 Matti 052-7697636 02-5701338
Nahar Hayarden 6, Floor -3, Bet Shemesh
OPENING HOURS: Sunday-Thursday 8:30 - 19:00 Friday and Erev Chag 8:30 - 13:00
Yehuda Hanasi 2 (Corner with Nahar Hayarden)
Ramat Bet Shemesh Tel: 02-991 1492 Cel: 054-593 8603
Life Coaching
Perfect Mother
The
By Helen Abelesz
W
e would all like to be the perfect mother. We even have an idea in our heads of how this “Perfect Mother” would react in any given circumstance. This “Perfect Mother” wouldn’t flinch in dealing with the most difficult of issues with which our children challenge us. In the meantime, every time we don’t react the way we would like to, we blame ourselves. Why did I yell again? Did I really have to react the way I did? Why can’t I just stay calm? We also blame ourselves when our children have issues. He yells because he copies me. She has low self-esteem because I’m too critical of her. He is scared to try new things because I don’t set him a good example. We then feel badly about ourselves and become self-critical instead of thinking how we can help our children. Yaffa* was a 35-year old mother of 4 who was a stay-at-home mum. She felt like she was losing control at home. She wasn’t coping with the housework and the house was always a mess. Her three year old was going through a difficult stage and kept having temper tantrums. Her oneyear old kept opening cupboards and drawers and emptying them out. She couldn’t give her nine -year old the help he needed with his school work. And her 12-year old couldn’t fit in at school and took it out on her. Yaffa had lost all sense of her capabilities. She could only see what she wasn’t good at and how she was a “bad mother”. She realized she needed help, so she gave me a call. 40
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We spent a few sessions working on Yaffa’s self-esteem. We tried to help her work out all the things that she was good at and all her everyday achievements. We also spent time figuring out how to put order into her day and into her house. Yaffa soon realized that it was her change in attitude that made the biggest difference in her life. She no longer woke up in the morning dreading the day ahead, fearing how she was going to get through it without screaming at her kids. She woke up believing that she had the capabilities to get through the day and do the best job she could do. She still had some really bad days when everything seemed to be too much but she would remember that the next day she had a chance to do it all again, but a bit better. She also learned that it wasn’t all her fault that her eldest daughter was having trouble fitting in at school. This was just something that her daughter, for whatever reason, had to go through. Once she stopped blaming herself, she was able to actually
Bizness Magazine
look at how she could help. The guilt stopped paralyzing her and now she was able to go into the school and speak to the school counselor and get some advice on how to help her daughter. Yaffa also found that just by talking to her daughter about how she was growing and making changes, helped give her daughter the belief that things could improve. Mothers are often very hard on themselves. If our children are not well-adjusted, sociable, athletic, clever, well-mannered and perfect in every way, we tend to blame ourselves. If we could only be a little kinder to ourselves and acknowledge our achievements, we could all be a little happier. If you can relate to these issues and want to talk to a life coach to see how you can feel better about yourself, then give me a call for a free first consultation. Call Helen Abelesz at: 054-482-9815. * Name and all identifying details have been changed.
02 999 3939
Fine furnishings for people who want the best!
ĵĶıŅı ĮĶĵ Tiv HaRahit
Excellent Quality Furniture at a price you can afford!
Fast and Reliable Service
Stunning leather couches from Calia Italia, at the lowest prices anywhere!!
Custom dining room sets, bookcases, bedroom furniture, children’s wooden beds, closets, Poliron mattresses, hi risers, leather couches. We also sell all large home appliances! Call for a price quote!
Opening Hours: Sunday - Thursday 19:30-21:30 or by appointment. Nachal Maor 14/3, Ramat Beit Shemesh 999-2144, 050-6727732, 050-2755722
BS”D
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Insurance
The Policies you Always Wanted…
but Didn’t Know How to Get!
B y E gert and Cohen , your N eighborhood Agents
T
hese are not your standard home or car policies. These are the “secret” policies that even insurance agents don’t know about! 1. Hearing Aids The Problem Most standard home insurance policies do not cover hearing aids. (They are expensive, small and quite easily lost.) In addition, they obviously have to be covered for “All-Risks” — that is everywhere. The Solution We have found one company that is prepared to insure hearing aids for “All-Risks.” The cost is the same as for insuring your computer for “AllRisks.” The Small Print Depending on the cost of the hearing aids (from NIS 6,000 to NIS 20,000), the usual deductible of approx. NIS 500 is doubled. Our Recommendation After “hearing” (sorry!) of numerous losses (and near losses), this is certainly worth while! 2. Kalnoah/Golf Cart These are those cool vehicles, usually driven by older, less mobile folk. The Problem These vehicles are not considered cars in terms of theft. In other words, you can get cover for Third Party Liability (causing damage to someone else’s person or property) but it has proven difficult to insure these approximately NIS 30,000 “toys” against theft. The fact that they are usually stored in the entrance to one’s building doesn’t help the risk -even if heavy locks are used.
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The Solution We found one large insurer (Migdal) and one friendly agency (in Haifa) willing to take on the risk. The Kalnoah has to be solidly chained when not in use. The Small Print You can’t insure the Kalnoah on its own but only as a part of a home policy. The Haifa agency is willing to set up a minimum home policy including the Kalnoah. This means that you don’t need to leave your current agent but rather take out a basic second policy. Our Recommendation The Haifa people are friendly and we’re happy to “help the process.” 3. Vaad HaBayit Insurance The Problem Every building should essentially have insurance for the common areas. For what? A fire burning the entrance and lift, a visiting lawyer slipping in the dark and suing everyone, a major leak in a common pipe. The Solution (in two parts) A) Join an organization call HaAgudah LeTarbut HaDiyur (loosely translated, the Council for the “Culture of Dwelling.”(It sounds much better in Hebrew.) They give all type of consultations – legal, engineering, financial -- and most important… B) … a cheap but comprehensive insurance policy for your building. Cover includes Third Party Liability, water damage, leaking roof cover and Employers Liability. Our Recommendation This is by far the most reasonable policy in the market and runs at ap-
Bizness Magazine
proximately NIS 2,000 for an apartment building with ten apartments (for both A + B above). For any or all these policies, feel free to call our office.
Claim of the Month
Mrs. L. had a claim three years ago. She insured her jewelry while on a trip overseas. Her ring, which belonged to her husband’s grandmother, was lost while in her cousin’s house. Extensive searches at the time and over the next year didn’t help. The insurance company paid out the claim of NIS 3,500. A few weeks ago, Mrs. L. called me with the following story: The cousin in the U.S. unfortunately had a robbery where everything was stolen except for the ring. (Yes, you guessed right, it was the ring that had been “lost” three years previously!) Apparently, the ring had been in the cousin’s safe but had slipped behind a shelf. The robbery dislodged it and it was the only “survivor.” But now the big question: Whose ring is it? The L. family or the insurance company? A call to their Rabbi and my meeting with the insurance company came up with the same result – the ring belonged to the company. However, in a nice ending, the insurance company agreed to “sell it back” to the L. family for NIS 1,000, acknowledging their honesty. Granny’s ring had come home! Remember, we’re here when you need us! Call us with any questions at: 02-6232546.
02 999 3939
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AMAZING SALES *All specials are valid while supplies last. All images are examples only. Company can stop any sale without prior notice.
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We pick up your car from your home and return it fixed, serviced and ready for you.
Xenon lamps for all vehicles From 29.90 Shekel
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Do you want quiet from your kids? We have a solution! DVD screens for the seat head
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Exclusive at Talya Systems! All brands from Hertz at prices without competition
Buy a Bluetooth headset and get a free quality cell phone stand
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Replication immobilizer keys and car key remotes for all vehicles
Sale! Shnapp batteries at attractive prices! We offer battery service at your home!
CAR ACCESSORIES AT MOSHAV MAHSIYA Follow the signs in the moshav to the store Hours: Sun- Thus 8:00-19:00 on Friday & Erev Chag 8:00-15:00
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TEL. 054-5595932
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How Did
a Pharmacist, Forensic Specialist, Molecular Biologist, Bio-Tech Entrepreneur and Martial Arts Master
Fall in Love
with Acupuncture?
Interview with Dr. Sergey Bujanover, M.Sc., Ph.D., C.A. (and Much More…) Sergey, what is your academic background? I began studying pharmacy in Russia in 1982 and graduated with an M.Sc. in 1987. I specialized in forensics and, at that time, even developed an innovative method for painting expertise. I then began to study medicine. I worked at the St. Petersburg Toxicological Center until 1990 when I finally received permission to make aliya--after 11 years as a refusenik. Then the Israeli period began. In 1993, I began studying molecular biology and microbiology at the Hebrew University of Jerusalem. I received my second M.Sc degree in 1995 and then continued working on my Ph.D. project at the same place. After receiving my Ph.D. degree in the year 2000, I established the first Israeli biotech company, Phage Biotech Ltd., which specializes in antibiotic alternative developments -- phage therapy based on bacteria attacking viruses. During this period, I finished my post 44
• JUNE 2013
doctorate degree in proteomics and returned to the company. Phage Biotech Ltd. still exists and is currently active but times have changed. Instead of working for a company, I let the company work for me. And it helped me to make a decision and switch careers to the love of my life -- acupuncture. Where did you learn acupuncture? My first contact with acupuncture and Chinese medicine in general took place in the late 70s, early 80s, when I was a teenager. Practicing martial arts from the age of seven, I had heard all about the “magic points” on a body that may kill and cure, “secret schools of Mortal Dim Mac” and other Hollywood stuff. My aunt was a well-known acupuncturist in Moscow. My first acupuncture books were from her library. Then I met people who really practiced Dim Mac. It is one thing to see it in movies but when you fall unconscious after only a light punch on a point in the neck or chest, it really makes sense--especially
Bizness Magazine
when you are only 15 years old. I spent years with acupuncture as a hobby, reading hundreds of books, taking lessons from different masters at clinics all over the world and during my business travels – to Europe, the States, the Far East. The decision to become a professional acupuncturist was not spontaneous. I graduated from the Jerusalem School of Chinese Medicine under the supervision of Ilan Horovitz who was a student of Ted Kapchuk, Dr. Tin Yau So and Kiko Matsumoto, who were the pioneers of oriental medicine in the west in the early 80s and who established the New England School of Chinese Medicine in Boston. I was influenced by all these people plus the Japanese Dr. Yamamoto who is one of today’s greatest acupuncturists and Dr. Teh Fu Tan whose system I have been intensively exploring over the last few years. How did a martial arts master become an acupuncture practitioner? These things are closely connect-
02 999 3939
ed. Karate Kid grows up and begins to understand that effective control is much more advanced than a brutal bone-crashing. Understanding how the human body is built and functions reveals a lot of possibilities and makes an impact. Acupuncture theory is one of these ways. The key word is “harmony.” In acupuncture, we are harmonizing and balancing the unbalanced systems and processes occurring in our body. Practicing “internal styles” of martial arts, we harmonize ourselves to the universe or to any situation in our environment. So martial arts and acupuncture are branches of the same tree. By the way, my friends who practiced martial arts together with me knew that if an injury happened during class, they ran to Sergey. The sooner they came to me, the faster and more effectively I was able to help. So martial arts not only led me to become an acupuncturist, it also provided me with patients :). We all know that acupuncture involves needles but what’s the actual science behind it? Of course acupuncture may be explained scientifically. The needles stimulate nerves and, subsequently blood vessels that control and nourish internal organ systems and tissues. If you know which nerves enervate which organs and where these nerves are located, you can perform a kind of fine tuning and adjustment of processes, to balance or send accurately directed impulses. Yes, we using needles and insert them into different points connected to the nerves. People often ask what all the “acupuncture meridians” are and why no one sees it as an anatomical structure. The answer is very simple. They aren’t. They are landmarks exactly as meridians on a geographical map. They make an acupuncturist’s work easier. Modern conventional medicine operates with the term known as a “trigger zones.” We are doing the same. It is just that the 5.000 years of experience in oriental medicine has developed this knowl-
edge much more fully. No mystics, no miracles -- just a medical science. What type of conditions should be treated with acupuncture? Any. Orthopedic problems, internal problems, skin diseases, gynecological dysfunctions, blood pressure, sexual disorders, insomnia, hemorrhoids, obesity, addictions and depression. Just take the Merck Index. All the diseases listed may be treated by acupuncture. But, we have to distinguish between problems that may be fixed easier and faster by conventional medicine methods and those that acupuncture can treat more effectively. If the problem requires surgical intervention, I’ll send my patient to a surgery. If I can be more helpful than a conventional physician, I’ll try to convince a patient to try. We are the best with pain syndrome. We are very strong with orthopedic and posttraumatic complications. But any clinical case requires first of all accurate diagnostics. This includes a common analysis and sometimes a second opinion from different specialists. Only after that will a decision about treatment strategy be made. A lot of times I have heard people say that someone who uses acupuncture cannot take other medicines. It’s totally incorrect! Not every treatment interferes with acupuncture! And if the pharmaceutical drugs decrease your suffering, use them in parallel with acupuncture. There are not any contradictions. What’s the typical number of sessions or treatments required to solve most problems? It depends on many conditions -how old a patient is, how a patient reacts to the needles, is the problem acute or chronic? Usually we recommend at least 4-8 treatment sessions. Then we decide together how to further proceed. Sometimes, the problem may be solved in a couple of sessions; sometimes it requires a much longer treatment. What is important is that once you begin an acupuncture treatment, take it continuously, once or twice a week, as decided
together with your acupuncturist. Are there any complications or side effects? Surprisingly but no. Needle insertion is not painful. There have been are no significant side effects or complications detected in all of the time of acupuncture’s existence. One can find this sentence in any MedLine article about acupuncture. What can happen – blood excreted after the needle removal and residual sensitivity in a punctured point for one-two days after treatment. Sometimes a small bruise may appear at a place of punctured point. (The reason – we don’t puncture visible blood vessels but deeper, invisible ones, may be punctured.) If we are using cups – this may cause severe signs on the skin--but nothing serious. We use internal body mechanisms and allow them to fix the problem by themselves. We simply adjust these mechanisms. Nothing “external” is introduced into the body so no “overdose” is possible. All modern needles are sterile and disposable. Before needle insertion, the skin area undergoes ethanol decontamination so there is no chance for infection. There is nothing to be worried about. Tell us a recent successful healing experience. Oh yeah! Any practitioner may talk for hours about his clinical successes. The more difficult and complicated a case is, the more success brings more joy. For example, one of my patients, a 92 year-old lady has suffered from a “frozen shoulder” for over 40 years. After only three sessions, more than 90 percent of her movement ability was restored in both shoulders. But my favorite patients are those people who “do not believe in all this magic.” If I can convince such a person to treat him, I enjoy the effect! –”Is it painful now?” –”No. But it’s impossible!” I love my job :). How should people contact you? Easily. Just call 052-568-2117 or email me at sergeybujanover@gmail. com and I’ll do my best to help you. BIZNESS MAGAZINE
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A One-Stop Destination for
Building a Dream Home Interview with Steven Rosen, PBM Israel
Steven, where are you from? The United States. Cleveland, Ohio. Why did you get into the construction industry? It was due to my love for construction as well as my vast business experience. I’m given the opportunity to do what I’m passionate about and my clients get what they so much need and deserve -- superior service and integrity. It’s definitely a win-win. What services does PBM Israel offer? Full project management -- architecture, electric, plumbing, custom woodwork, interior design, home furnishings, permits, etc. So are you really a one-stop destination for building a dream home? Yes, we are. We help our clients with their overall vision. We make the architectural plans. We secure the building permits. We take full care of the construction. And finally, we even decorate the home. Why is there a need for an “Anglo” construction group? An “Anglo” construction group understands the needs of an “Anglo” client. In addition to the needs, we understand the clients’ expectations and the emotions that go through their system during this critical time. What has been the reception so far? We pride ourselves in seeing satisfied, smiling and happy 46
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clients--when we hand them the key to their new home. Tell us about your most recent project. Our most recent project was a very old, dilapidated apartment in Jerusalem which we turned into a beautiful, modern upscale home. Which geographic areas do you work in? Jerusalem and its surrounding areas. Where were you when we suffered building our home dealing with dishonest kablanim and wasted countless hours looking for furnishings :)? I prefer not to comment on this, since we do not belong to this “elite” group of kablanim. Our focus is on providing our clients with high quality service and finishing the job on time and within budget. This gives us satisfaction and guarantees our next job as the main source of our business is word-of-mouth. Who should contact you? Anyone looking for a first-class remodeling and construction company that provides exceptional personal service, finest craftsmanship and sound financial advice. What is the best way to reach you? Placing a call directly to my cell phone at: 050 584 4710 or 02 532 8564. I also invite everyone to visit our website at www.pbmisrael.com to learn more about us and to view the beautiful renovation projects and decorated homes we have worked on.
Bizness Magazine
02 999 3939
Special i lP People l for
Special Needs The Ezrat Achim Moadonit Center for Special Needs Children in RBS is the pride of the organizationâ&#x20AC;&#x2122;s services. The love and chessed that emanates from the Center influences all the activities of Ezrat Achim as well as the people involved. They are open 365 days of the year during the afternoon and evening hours, when no other day care is available for these children. If there is a holiday where the kids are off from school, the center opens from the morning, giving parents the time to care for the rest of the household. Pure chessed. Find Out How You Can Help. Details Coming Soon.
When you need it fixed! 100 sheks off
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CAMP GIRLS R’ US
9 YEAR TH
I
CELEBRATING YOUR DAUGHTERS!!!
like myself when I’m in camp,” says Dina (all names have been changed), a camper for six years. “When I was in school, I didn’t like myself. I had friends but not real friends. I couldn’t really be who I am. I felt I had to be someone else for them to like me. When I came to Girls R’ Us, I felt like I could be me. I had lots of friends. I was fun, creative and crazy--in a good way. Now I like myself in school as well but can’t wait to go back to camp every year.” Since 2004, Camp Girls R’ Us has been an integral part of the growing up experience for hundreds of girls in the community. It is a place where girls make new friends, build selfesteem and learn Torah values in a fun and loving environment. “The unconditional love and acceptance we feel in camp
Building up daughters your a creativ in e environm fun ent!!
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makes girls appreciate their own uniqueness and feel free to be themselves,” continues Dina. “It brings out the best in me and fills me up with energy to succeed in another year of school.” Mrs. Levy of RBS wrote: ‘’Camp Girls R’ Us has given my daughter amazing outlets for her incredible energy and boundless creativity. Recognizing her need to express herself, she was given an opportunity to write her own song and teach it to the camp! In such a place, the girls have no choice but to flourish and grow into their beautiful and precious selves! Every parent owes this experience to their daughters.’’ Through a wide variety of activities such as drama, song, arts and crafts, baking, sports, swimming, dance, trips and so much more, “Captain” Leora Adam, a trained and skilled drama teacher, encourages girls to express themselves and hear their inner creative voice, all while having loads of fun. Her tireless and enthusiastic energy is infectious and her handpicked staff is truly dedicated to bringing out the best in each girl, making sure each has a summer she will never forget. “I learned so much about myself at Camp Girls R’ Us,” relates Tammy. “I was a shy, insecure girl before I started camp. I never tried things if I thought I couldn’t do them well. I was too embarrassed to look bad. But, from the first day, the terrific energy and the ‘you can do it’ attitude just empowered me and I found myself trying new things and loving every minute of it! Now, as a young women looking back, I can honestly say that Captain Adam’s shita of building up girls through creativity sure worked wonders with me!!!” “The Variety Show is not about talent (although there’s plenty of that!). The stage makes them feel great about themselves and that’s what Camp Girls R’ Us is all about!” wrote Mrs. Cohen in an e-mail to Captain Adam after camp last year: “How on earth did you get my daughter to go up on that stage during the variety show? She is SO shy!!!” For many, that is the magic of Camp Girls R’ Us. By the time the variety show rolls around, the girls don’t view being on stage as an intimidating experience. Rather, they see it as an extension of all the camp activities focused on fostering great feelings, self-esteem, improving social skills and celebrating themselves. Thank you Camp Girls R’ Us!
The 417 bus from Jerusalem takes you to the door.
What is
O
Ohel Sarah?
hel Sarah is a non-profit organization founded forty years ago by an extraordinary couple Rabbi Shmuel and Rivka Ginzburg, z”l. Their pioneering vision of providing suitable care for children and adults with special needs has today blossomed into a large-scale organization featuring numerous centers which promote independence and integration. While Ohel Sarah has evolved greatly both in terms of professionalism and scope of activity, the core remains the same--unconditional love and unprecedented devotion to its students. A leader in its field, Ohel Sarah, situated in the center of Israel, offers comprehensive services to children and adults with various cognitive disabilities ages 6 to end of life. Ohel Sarah operates four schools for children, three employment programs and thirteen supported homes for adults. Close to 400 students are enrolled in Ohel Sarah’s centers. Ohel Sarah’s focus is on helping its students reach their individual potential. All therapies, programs and sessions are geared towards increasing the students’ independence and preparing them for life. Ohel Sarah’s approach is unique in that it seeks to integrate its students into mainstream society while accompanying them every step of the way. From learning to feed themselves, actively communicating, holding onto a job, living independently and aging gracefully, Ohel Sarah is there for its students, providing them with the appropriate support at each milestone of their lives. Whether it is teachers, counselors, housemothers, social workers or therapists, Ohel Sarah’s professional and dedicated staff develops individual programs for each and every one of its students in order to maximize their abilities and help them thrive. Meet Ziva Deserted by her parents at birth, Ziva,
who has Down’s syndrome, was placed in foster care. Going from one foster family to the next, Ziva was alone in a frightening world with a very grim future. Who would care for her? Who would fulfill her needs? Who would teach her necessary life skills and help her lead a meaningful life? As the years passed, these questions went unanswered. Ziva’s life changed when she enrolled in Ohel Sarah’s school. From that moment onwards, Ziva was embraced by a loving, supportive family who gave her unconditional love and dedicated care. Her days were filled with that special joy that comes with overcoming obstacles and learning new skills. Upon graduating from school, Ziva moved into one of Ohel Sarah’s group homes and, supported by her roommates and her devoted housemother, embraced independent living and the joy and freedom that comes with
it. Ziva received employment preparation at Ohel Sarah’s Employment Center. She was then employed by the local hospital through Ohel Sarah’s Placement Program. Working in the maternity ward of the hospital, Ziva had a reason to get up in the morning and felt like part of community. Little did she know that with her presence she would spare another special baby from being deserted. A young mother, who had just given birth to a baby girl with Down’s syndrome, was about to make the excruciating decision of leaving her at the hospital. However, upon seeing Ziva in the ward, living an accomplished and content life and contributing to society, she decided to keep her baby. When the time comes, Ohel Sarah will be there for this little girl throughout her life, just like it was there for Ziva and hundreds of other special children entrusted in its care. Why Support Ohel Sarah? Eating unaided. Communicating easily. Belonging. Earning a living. Having friends who love you unconditionally. These gifts, which we often take for granted would be unattainable to many of our students if not for the professional and extraordinarily devoted help of Ohel Sarah’s staff. With your assistance, we can continue providing these special people with the help they need to attain these gifts. At Ohel Sarah we believe that all people, regardless of their handicap or disability, are uniquely created to make their individual contributions to the world. Given rehabilitation and respect, they will be equipped to leave their distinctive mark on the universe. Please join us in our mission to give people with special needs a chance at life of quality and meaning. To learn more about Ohel Sarah, please visit our website at www.ohelsara.org. BIZNESS MAGAZINE
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TRUST • FOLLOW-UP • ONTIME FLEXIBLE APPOINTMENTS • FLEXIBLE PAYMENTS • GENERAL DENTISTRY • WHITENING • COSMETIC RESTORATIONS THE “OLDEST” DENTAL PRACTICE IN RBS A ... THE “NEWEST” DIGITAL EQUIPMENT.
Dr. Ari Stern 02-999-6046
DOCTOR OF DENTAL MEDICINE GENTLE DENTISTRY FOR THE WHOLE FAMILY OVER 20 YEARS OF EXPERIENCE
drstern@neto.net.il
Beautiful and unique end of the year gifts for your kids’ teachers. Park Center, 3rd Floor, Tel/Fax 02- 9919374 smiley.dolev@gmail.com Hours: Sun - Thus 9:00- 20:00 Fri 9:00- 13:00 50
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JUNE 2013
Bizness Magazine
02 999 3939
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Discover the new feel good you! Pizza
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ISRael, IRS
and US TAX
Interview with Shalom (Steven) Fishhaut, CPA (US) What is the history of your practice in Israel? I made aliyah with my family in 1997 and worked for two years in the international tax department of one of the largest CPA firms in Israel which exposed me to the fundamentals of the Israeli tax system. At the same time, I perceived the existing and growing demand by Israel-based business clients for quality and affordable U.S. tax consulting and compliance services. As a result, over 14 years ago I established the Israel branch of a New York City CPA firm in which I had worked for nine years before making aliyah (Rubin & Katz). My experience with high net worth individuals, corporate, real estate and partnership taxation was a benefit to the Israel-based venture capital and private equity funds as well as to foreign investors and Israeli companies choosing to invest in U.S. real property or in establishing U.S. corporate entities in order to enter the U.S. or international marketplace. In January 2004, our parent firm merged with the New York based toptier firm of WeiserMazars LLP. WeiserMazars LLP is the independent U.S. member firm of the Mazars Group. Mazars is a prominent international accounting, audit, tax and advisory services organization with over 14,000 professionals in over 70 countries on 6 continents. While we view ourselves in Israel as offering the tailor-made skills and services for Israel-based clients with U.S. tax and consulting needs, our
affiliation with WeiserMazars LLP provides us with the resources to assist in even more aspects and complexities for clients doing business in the U.S. and at the international level. In fact, our firm in N.Y. has an “Israel desk” which can facilitate at all business levels, the transition for Israel clients venturing to do business in the U.S. In addition, it is not unusual for us to get involved in international tax planning or refer our clients to the Mazars’ local office in the country in which a client is planning to do business. From where did you graduate? I graduated from Yeshiva University with a B.A. in economics and then earned an MBA in finance/accounting from New York University (NYU). While working in my first position with one of the “Big 8” accounting firms, I earned an Advanced Professional Certificate in accounting from NYU. What is your client base? We have established a solid reputation for handling all U.S. tax aspects of
Bizness Magazine
compliance and information reporting to investors for the Israel-based investment companies, whether venture capital, private equity, hedge or real estate funds. Since our inception, we have taken great pride in earning our clients’ confidence to the extent that we are often the direct contact for overseas investors seeking relevant tax information from our Israel-based clients. One cannot minimize the significance which foreign investors place in the ability of the Israel-based entities to provide timely and complete U.S. tax information. In a manner of speaking, we like to feel that through our topnotch professional service, we make an important contribution to our clients’ ability to maintain and attract funding from overseas investors. Our corporate client base is varied. We service corporate clients in the fields of real estate, hi-tech, clean-tech, bio-technology and even retail. As the companies grow, they require analysis as to their reporting obligations in the various states in the U.S. and assistance in complying with these obligations. Over the years, we have had several corporate clients for which we provided compliance and U.S. tax consulting services, accompanying them throughout their growth until ultimately they were acquired by Fortune 100 companies or have even gone public themselves. Of course, we also offer expertise in servicing the individual taxpayer with U.S. filing obligations. We specialize in assisting those individuals with
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more complex issues, such as those with ownership in controlled foreign corporations, foreign partnerships and passive foreign investment companies. I’m sure your readers are somewhat familiar with FBAR reporting and FATCA. As a result of increased IRS focus on U.S. citizens living abroad or U.S. citizens holding foreign financial assets, many people living in Israel are either just beginning to comply with these reporting obligations or are making amendments to their previously filed tax returns. The IRS has a few programs in place to encourage taxpayers to become fully compliant. We work with many individuals currently seeking to comply. We are often retained by law firms in regard to this aspect so that the tax information can remain confidential under the attorneyclient privileged relationship. What does it mean to be a Certified Acceptance Agent of the IRS? We are Certified Acceptance Agents of the IRS in Israel. We are able to certify the required documentation and facilitate the application process for non-U.S. taxpayers to obtain U.S. Individual Taxpayer Identification Numbers (“ITIN’s”). The ITIN is essential for non-U.S. taxpayers who are claiming treaty benefits or have U.S. tax filing obligations. What can your clients expect from you? Our clients can expect consistent quality service with a high degree of personal attention from our skilled and dedicated staff of experienced accountants. We believe that strong relationships are built by ensuring that clients are satisfied with their service experience. I founded this business based on this philosophy and we strive to maintain these ideals on a daily basis. How can people contact you? Our office number is 029922-212 and my e-mail is shalom@weisermazars.co.il. One can learn more about our firm at www.weisermazars.com.
Bizness’ Best
C rustless Apple Pie Ingredients • 6 apples - peeled and sliced thin • Jam - apricot or strawberry • 3\4 cup oil • 1 cup sugar • 1\2 cup flour or matzah meal • 4 eggs • 1tsp. vanilla extract
Directions • Grease a 7 x 11 inch pan. Place apples in the pan. Spoon the jam over apples by teaspoonfuls 2 inches apart, making rows. • In a bowl, mix together oil, sugar, flour, eggs and vanilla. Pour mixture over the apples. • Bake at 350 F (180 C) for one hour. • Recipe Note: Preparation time: 15 minutes. Serves: 10- 12.
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Using a
Birth Assistant in Israel Makes a Lot of Sense Interview with Tova Nussbaum, Certified Birth Assistant Please tell us about yourself. I was born and raised in Cleveland, Ohio. My husband and I raised our children in Lakewood, New Jersey where I was a wife, mother and practicing speech therapist. My family moved here almost 13 years ago. I retrained as an English teacher and birth assistant. Shoshana Goldbaum and Joani Abelman were my birth assistant teachers. What is the role of a birth assistant? A birth assistant is an invaluable aide who offers pertinent information as well as physical and emotional support to a woman before, during and after birth. Please give examples of what you do. Before birth, advice is given about good nutrition. This includes drinking enough and maintaining a wellbalanced diet. Exercises are provided which will help maintain or improve general fitness as well promote an easier childbirth. A Birth Plan is developed, if desired, which will tell the caregivers at the hospital which options are important to the mother and what her priorities are in terms of her care. This plan is made with the awareness that medical needs may require a shift from these choices. The Birth Plan is useful not only to the staff at the hospital who don’t know the mother but to the parents who should think through their choices 54
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and priorities before the actual birth. During labor and delivery, the birth assistant offers reassurance to the mother as well as practical tools to facilitate the process. These tools include techniques for breathing, exercising, positioning and relaxation. After the birth, assistance in breastfeeding and postpartum care are provided. What do you offer that may be different than other birth assistants? *As a mother of married children, it is my hope to provide a ”motherly touch” to women who may not have family close by. *Rabbi Yehuda Baum, of Yerushalayim, is consulted about halachik issues related to childbirth. *Alternative medical techniques can be provided including, massage, reflexology and a labor TENS machine. The labor TENS machine that I have is battery-operated with attached electrodes. The mother wears the machine and the electrodes are placed
Bizness Magazine
near the vertebrae associated with childbirth. When contractions occur, the mother activates the machine and a small painless current is sent through the electrodes to stimulate areas in the brain associated with labor. The brain is tricked into not perceiving the discomfort of the contractions as endorphins are released into the body. The mothers that have used it claim that it is helpful and that they would use it again. *Lastly, I offer a sliding scale of payment if needed. What advice can you give to expectant mothers? Using a birth assistant here in Israel makes a lot of sense. The birth assistant offers guidance, instruction and tools which help to empower a mother to have the type of birth she so desires. How can you be contacted? Please call me at 02-992-3825, 057-312-3825 or e-mail me at nussbaumtwo@gmail.com. The first meeting is without charge.
02 999 3939
DAVID DRUTMAN- ADVOCATE AND NOTARY © £²¢ ª “ ¬ -©¨¢ ² 30 years experience in protecting our clients
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Strauss Campus
Offers Degrees
in High-Paying Careers for Orthodox Men & Women By Adam Goldstein
C
ollege studies for the orthodox community in Israel have traditionally posed many problematic issues. But, when the winning combination of “lomda” and Hadassah College came to life, we can honestly say this problem was solved. Strauss Campus is the Charedi branch of Hadassah Academic College located on Strauss Street in Jerusalem. Strauss Campus opened in order to allow the members of the orthodox community to complete degrees in competitive careers enabling them to obtain high paying jobs which will enable them to become self-supporting without compromising their religious and traditional life style. For that reason, Campus Strauss carefully chose professions which would be the most suitable for orthodox men and women. The administration puts all its efforts in guaranteeing that all the study materials have been scanned for any improper content and ensuring that upon degree completion, students can find jobs in workplaces suitable for orthodox men and women. Only alumni of orthodox institutions are accepted to ensure that the atmosphere is suitable to members of the orthodox community. This includes a dress code, complete separation within the building, men teachers for the men and women teachers for the women.
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Strauss Campus attracts excellent high school graduates who combine their college studies with limudei kodesh studies as well as married women and men. We do our best to facilitate the students in combining their studies with their many other responsibilities. The administrative staff is responsive to the students needs and each student receives special attention. Studying is costly, so the Campus does its best to help the students apply for and receive scholarships. Many students receive as much as 90% tuition coverage. The academic studies follow the high standards of Hadassah College and the teaching staff comes from Hadassah. The degrees offered at the Campus have been taught at Hadassah for close to 20 years but are currently being offered for the first time ever in a completely Orthodox environment.
Bizness Magazine
Registration is now open for: Optometry (B. Opto): Yes, optometrists are those guys who sit in dark rooms and stick funny machines on your face and ask you if you know your numbers and ABC’s. Then they send you to buy glasses. Well, there’s more to it than just that. But it promises to be fascinating! Biotechnology (B. Sc.): Imagine choosing different colors for your cucumbers, never worrying about calories, a world without asthma, or perhaps the addition of memory cells in your brain(!!!). Bio-tech be-
02 999 3939
lieves that anything is possible. It is also desperate for workers. There are 32 bio-tech companies in Jerusalem alone waiting for you! Business Administration (B.A): For those of us who prefer the office to the lab. Courses include human resourcing, marketing, economics, management, labor law and finance. Get the full inside story on what makes a business in the 21st century tick. Computer Sciences (B.Sc.): Computers may be making people obsolete but it’s still people who teach the computers how to. A high class and intellectually challenging degree. Politics & Communication (B.A.): Ever wanted to really understand politics? Why are politics all over the media? How do elections work? Can the media really say anything? Why do they carry out all these surveys? I’m sure you’ve asked yourself these questions before. It’s time to get the answers and to make a real difference in the world. Of course, our eyes are on the future. As far as we can see, this is only the beginning. Registration for the upcoming semester is coming to an end. Our staff of professional academic consultants is swamped with work. But when you call, you’re promised to get undivided attention. We can be reached at 02-6222202 or by e-mail at: office@scampus.co.il You can also visit our website at www. strausscampus.co.il
Humor Q. What do you call a ship that lies on the bottom of the ocean and shakes? A. A nervous wreck. Q. What is an astronaut’s favorite meal? A. Launch Q. What starts with an “e” and ends with an “e” but only has one letter? A. An envelope Q. How do you make the number one disappear? A. Add a “g” to it and its “gone”. Q. What is so fragile that when you say its name you break it? A. Silence! Q. What is the worst thing that can happen to a geography teacher? A. Getting lost! Q: Why do birds hold one of their legs up when sleeping? A: Because if they hold both their legs up, they’ll fall. Q: Why did the cowboy ride his horse? A: Because he was too heavy to carry Q. Where would you learn how to make ice cream? A. At Sundae school. Q. How does a farmer count a herd of cows? A. With a Cowculator Q. What’s a cow’s favorite moosical note? A. Beef-flat Q. Why don’t cats play poker in the jungle? A. Too many cheetahs Q. What do cats like to eat for breakfast? A. Mice Krispies Q. What did the dog say when he sat on the sandpaper? A. Rough! Rough! Q. Why didnt the skeleton cross the road? A. Because it had no guts Q: When is a door sweet and tasty? A: When it’s jammed! BIZNESS MAGAZINE
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Good Ol’
American Baking in the Heart of Israel
O
verlooking the scenic hills of central Israel and tucked away on a quiet residential street in the neighborhood of Ramat Nuria in Bet Shemesh is the most extraordinary “American-style” specialty bakery this side of Jerusalem. Kosher Cakery opened its doors for business a few months ago just days after Devorah Altman, an infectiously enthusiastic and charming entrepreneur from West Hempstead, New York, made aliyah. Devorah began baking when she was about 12 years old. When asked about it, a smile evoking fond memories appeared across her face as she related how she used to bake specially designed cakes for her little brother on his birthdays. It must be in her genes because she never stopped baking. She even worked for a number of years in the catering business, but decided that wasn’t for her. There was just too much “other stuff’—not enough baking. After being involved in education and teaching for over 20 years, including a number of years at Yeshivat Darchei Torah in Far Rockaway, New York, Devorah headed to Israel to expand her professional career and earned an accreditation from the Gruss Foundation to teach a special science enrichment program for elementary school curricula. Although that wasn’t her first time in Israel, it was certainly the critical changing point in her life. She had wanted to make aliyah for many years at that time, so leaving Israel to go back to teaching in Far Rockaway was not an easy thing to do. Therefore, Devorah decided at that very moment that she needed a new plan. Upon her return to New York, while simultaneously holding down three jobs, she baked the 3Cs (cakes, cupcakes and cookies) for her friends’ simchahs—just for the fun of it. Everybody told her that her delicacies were truly scrumptious, but that wasn’t enough. Devorah wasn’t satisfied with just a great taste. Of course she wanted the great taste, but she wanted the great look as well. As a result, Devorah enrolled in class after class of the most amazing culinary courses the TriState area could offer, specialty bakery courses to learn how to present and decorate the most extraordinary desserts one could imagine. According to her, the joy of eating a cake isn’t just in
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the taste; it’s also what happens before the taste. It’s what takes place with the eyes. And so she worked hard with great dedication to perfect her craft. From Carlo’s Bakery in Hoboken, New Jersey to the Kosher Culinary Institute in Brooklyn, Devorah learned from such distinguished and outstanding bakers as Gitti Allman of Decorate My Cake and Ellen Sternau—among the best of the best along the East Coast. Now, it’s one thing to bake specialty cakes in New York; it’s another thing altogether to move half way around the world to do it. Pushing aside minor details, Devorah made up her mind. She was going to fulfill her dreams. “It has been a dream of mine for at least 25 years, and now I’ve finally been able to pull it off. But not only that, what is really important for me is being able to put a smile on peoples’ faces and making them feel really good.” Setting up a new business in Israel is not an easy task for anyone, let alone for a single mother with three children. When asked about the challenges though, Devorah smiled. “I came on emunah that Hashem would take care of me. I feel like I have emunah and bitachon, and Hashem has really helped me the past six years with how everything happened—being able to send my kids on programs, the different jobs I’ve had, the places I lived in—everything. He always took care of me, so I know He’ll take care of me here too. Of course, I have to do my own hishtadlus—I’m not going to sit back. It’s a whole new chapter of my life, and I want to do something different, and I like making people happy. This is a different way—instead of giving people homework…” she said as she chuckled. “You’re baking for all of these happy occasions, so you’re just surrounding yourself and everyone else with happiness— and they love it, and they feel so good. And it’s so easy.” Another reason why she believes that she has embarked on a great business opportunity is that many people told her before she made aliyah that there would be a large North American market for her services. People were interested in what she had to offer—an opportunity for people who don’t live in Israel or can’t visit Israel to have fresh custom-made pastries delivered direct to their family or to their friend’s simchahs in Israel. And to validate
Bizness Magazine
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her business model, she had 20 orders for the 3Cs in her first week of business. Since then, her business also began to grow with customers coming from within Israel itself. All of her treats are freshly baked and individually customized. No matter what a customer may want, Devorah will find a way to satisfy. She bakes everything daily and has her treats hand-delivered anywhere throughout the Jerusalem or Tel-Aviv area. How’s that for room service? You’ll never have to worry about how to show loved ones who are so far away just how much you truly care. And compromise is not an option, because she knows that the best business is one which offers customers quality from start to finish. Baking delicious treats isn’t a job for Devorah. It’s a way to help people connect to their family and friends. And that’s why she bakes everything with the highest quality parve ingredients available—from the flour all the way down to the sparkles and fondant used for decorating. Kosher Cakery is under the hashgacha of HaRav Eliezer Schenkolewski of Bet Shemesh, and the bakery uses only Mehadrin and Bedatz ingredients. Upon request, she will make a customer’s 3Cs with only Eidah Charedi ingredients.
So the next time you have a loved one becoming a Bar or Bat Mitzvah, having Sheva Berachot, celebrating a birthday, or even a special Kiddush and you’re not able to be there with him or her, check out the Kosher Cakery website (www. koshercakery.com), browse through the menu, look at all of the amazing specials, and then place an order. If you need some cookies, how about looking up her gluten-free peanut butter cookies, baby cookies, or Chanukah cookies? If you’re looking for tasty cupcakes, why not check out her Mother’s Day or Sukkot cupcakes? Or if you want to show that you really care, view her amazing cakes—cakes that look like Har Sinai, or a hockey rink, or a Teddy Bear, etc. If you can think of it, Devorah can make it for you. Sending flowers is passé. Instead, send the 3Cs from Kosher Cakery and everyone will remember you and thank you for years to come. Devorah can be reached at 054 970 6716, koshercakery@gmail.com, www.koshercakery.com and in facebook (koshercakery). Hoshea Allen hosheaallen@gmail.com The author is a freelance writer who also recently made aliyah.
KEREN DAVID MOVERS Professional Movers Since 1979 Fully insured-Jewish workers only All types of moves– big and small Extra careful with your belongings Reasonable rates– No surprise charges
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Phone: 057-316-0000 Fax: 02-999-3330 Email: yoni.kerendavid@gmail.com www.kerendavidmovers.com
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12 3 4 prize: Free oil change/service by Ariel Levy (400-600 nis value)
prize: Free A/C service by Handyman Tzvi (650 nis value)
prize: Full meal for 2 at Zislick (Bet Shemesh) (Salad, main dish, ice cream & coffee)
prize: A pair of kids’ sandals from Carmit Shoes (100 nis value)
n: st an sw er s th e qu es tio Se lec t th e op tio n th atquibe om g.c ma z onl ine at ww w.b izn ess You can als o ans we r thi s icia l rul es in our we bsi te One ent ry per hou seh old onl y - Off
6. What is lawyer David Drutman’s specialty? 1. Wills 2. Claims 3. Business law 4. All of the above
1. Who is Nicole Levin? 1. A member of the Likud party 2. A known vegetarian activist 3. A top real estate lawyer 4. A famous fashion designer 2. What is Handyman Tzvi mostly known for? 1. His yeshiva in Poland 2. Repairing TV sets 3. Chef at Zislick 4. Air Conditioning expert
7. 1. 2. 3. 4.
Who is our Orthodontics expert? Edo Lavi Eliyahu Gherman Dr. Rothstein 1 and 2
3. In which line of business is Moshe Wilshinsky? 1. Mortgage Broker 2. Car mechanic 3. Cell phone repairs 4. Owns Carmit Shoes in RBS A
8. What types of cars does Ariel Levy fix? 1. Amphibious 2. American 3. European and Japanese 4. 2 and 3
4. Who are the newest experts in Bizness Magazine? 1. Dr. Tova Goldfine 2. Shalom Fishhaut 3. Realty Executives 4. All of the above
9. Who owns the Egert-Cohen insurance firm? 1. Mark Egert 2. Julius Cohen 3. Shimon Egert and partners 4. None of the above
5. Homeopathy doctor Shoshana Kesner helps: 1. Retired men 2. Dyslexic adults 3. Women and children 4. Homeopathy nurses
10. Who is one of the best life coaches in Israel? 1. Helen Sasson 2. Helen Curtis 3. Helena Topf 4. Helen Abelesz
ANSWER THE QUESTIONS FOR A CHANCE TO WIN
Complete the information below and send this page to
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ARIEL LEVY
Draw date: June 30th, 2013 www.biznessmag.com
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Life Coach
Real Estate Law
Lawyer
Orthodontics
Helen Abelesz Background: Helen is a life coach who specializes in working with women who are feeling overwhelmed, lack self-confidence, dealing with stress or not achieving their potential. Helen will help you pinpoint your insecurities, set goals for you to achieve and empower you to take control of your life. She works in both Hebrew and English. Call her today. 02 992 0263, 054 482 9815.
Nicole Levin Background: Nicole Levin is an American born, Israeli trained real estate attorney with 28 years of experience in the field. She is a Mediator and Notary as well. She has offices in Beit Shemesh and in Modiin. Nicole Levin can be contacted at 029915687 and her offices are on the 2nd floor of the BIG Shopping Center office 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
Dr. Eli Gherman Dr. Edo Lavi
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Background: Both Drs Gherman and Lavi are American trained orthodontists, and are active members in the American Association of Orthodontists. Dr Gherman attended NYU Dental on full scholarship, and Montefiore Medical Center for his orthodontic residency. Dr Lavi graduated from UMDNJ, was chief resident of general dentistry and received his orthodontic degree from NYU College of Dentistry. Dr Ghermanâ&#x20AC;&#x2122;s clinic is in Rechavia, 02561-9770 Dr. Laviâ&#x20AC;&#x2122;s clinic is in RBShemesh, 02992- 3363
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Homeopathy
Mortgage
Insurance
US Tax
Shoshana Kesner Background: Dr. Kesner has a successful 18-year career providing specialized care for women and children. She has impressive credentials in womenâ&#x20AC;&#x2122;s and motherbaby related health issues. She holds a Bachelors degree in nursing, midwifery certification, and she is a Doctor of Homeopathic Medicine. Contact Dr. Kesner at 054 234 2367.
Moshe Wilshinsky Background: A 27-year veteran in the mortgage industry, Moshe is the CEO of Moville Mortgage and Finance LTD. To contact Moshe, call their main line at 073 796 2226 and press their special 711 Bizness extension. For US callers dial 201 377 3418 and UK 208 596 4501. Email him at questions@ movillefinance.com or visit their website at www. movillefinance.com
Egert-Cohen Insurance Background: Egert-Cohen is a Jerusalem-based brokerage that specializes in helping English-speaking Olim with personal family insurance solutions. They are also experts in travel insurance and incoming tourism. Contact Shimon Cohen at 050-5482192 or Yona Egert at 050-5363897 or visit their website at www.egertcohen.co.il
Shalom Fishhaut Background: CPA (US) - Provides services for Israel-based clients with U.S. tax and consulting needs. Graduated from Yeshiva University with a B.A. in economics and an MBA in finance/accounting from New York University (NYU). Certified Acceptance Agents of the IRS in Israel. Office number is 02-9922-212, shalom@weisermazars.co.il
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Car Mechanics
Real Estate
Chiropractor
Ariel Levy Background: Ariel Levy is a car mechanic with over 13 years of experience. Ariel own Ariel Car Services, a full service car garage in the Industrial area in Bet Shemesh. They service all makes and models and specialize in French and Japanese cars. The garage is located on Rechov Hamasger. Ariel can be reached for any consultations at 054 205 0389.
Shmuel Pasternak
Tova Goldfine Background: Attended chiropractic school in Spartanburg, South Carolina and graduated with a Doctorate in Chiropractic in 1984. In the field for close to 30 years. Expert in pain management and rehabilitation. Treating the whole family - from babies to senior citizens. Tel. 052420-1201. Website http:// chirodivine.com
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Background: Founder of Realty Executives in Bet Shemesh. Shmuel has been in real estate since 1995 as an investor, a buyer, a landlord, a manager, etc. Realty Executive is one of the largest franchise companies in the world. It was founded in 1965 and has since grown by 887%. Today, Realty Executive works in over 20 countries and is one of Americaâ&#x20AC;&#x2122;s 300 most profitable companies. Contact Shmuel at 050-478-2868.
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