www.blackbiz.com.au
ISSUE 03 - MARCH/APRIL 2012
.com.au
JABIDI the accidental inventor BizProfile Profiling: KOORI KULLAS An interview with Denise Freeman
Fast track your para medic career with Ambulance Service of NSW IN THIS ISSUE Social media – driving business success in the 21st Century
Corporate Australia teams up to help Aboriginal health
Marketing Your Online Store Free and Easy Ways to Get Found Online ... and much, much more.
Do you know an Aboriginal and/or Torres Strait Islander organisation or project that is really kicking goals? Reconciliation Australia and BHP Billiton are proud to launch the 2012 Indigenous Governance Awards, now open for applications and nominations .
The Awards are looking for outstanding examples of Indigenous governance in Aboriginal and/or Torres Strait Islander organisations, projects or initiatives. The Awards recognise and promote effective, innovative, courageous and creative leadership and decision-making that show Aboriginal and Torres Strait Islander people determining and driving real change.
$60,000 in prize money NEW category recognising effective Indigenous governance in non-incorporated projects or initiatives "I know Indigenous people can succeed because I’ve seen it. We are capable, we can lead, and we can make changes for the better. Indigenous success is all around us. Let’s learn from what works and let’s breed that success.’" Professor Mick Dodson, Chair, Indigenous Governance Aw ards
Apply now! To find out more, apply or nominate for the 2012 Indigenous Governance Awards go to www.reconciliation.org.au/iga or contact the Indigenous Governance Awards team on 02 6273 9200 or iga@reconciliation.org.au Applications and nominations close 31 May 2012.
EDITORS DESK - Welcome to BlackBiz PUBLISHER DETAILS: Publisher BlackBiz P/L ABN 49 146 020 662 PO BOX 23 Revesby North, NSW 2212 Ph: 1300 739 769 Fax: 02 9475 0921 www.blackbiz.com.au
Editor Paul Newman editor@blackbiz.com.au
FROM THE EDITOR’S DESK
Senior Editor Phil Voysey p.voysey@blackbiz.com.au
Creative & Technical Director Matt Brady admin@blackbiz.com.au
Contributors Tamar Ferhad Ashur Lazar Sarah Martin Lillian Haase Paul Newman Photographer - Phillip Philippou MyThinkingEye Photography
Design & Production CrewMark Pty Ltd
Advertising & General Enquiries Email: advertising@blackbiz.com.au Phone:1300 739 769 Stock Photography: iStockPhoto
Disclaimer The authors, editors, publisher and their staff and agents are not responsible for the accuracy or correctness of statements made or information contained in this publication or for the consequences of any use made of the products, services and information referred to in this publication. All liability of whatsoever nature is expressly disclaimed for any consequences arising from any errors or omissions contained in this publication whether caused to a reader of this publication or otherwise. The views expressed in the articles and other material published herein do not necessarily reflect the views of the editor and publisher or their staff or agents. It is impossible for the publisher and editor to ensure that the advertisements and other material herein comply with the Trade Practices Act 1974. Readers should make their own inquiries in making decisions and, where necessary, seek professional advice. Many images used in BlackBiz are supplied by contributing companies and are accepted in the belief that they are the property of these companies and that they have the right to use them. The publisher does not accept responsibility for any image improperly supplied or acknowledged. All rights reserved. Reproduction in whole or part, without written permission, is strictly prohibited.
Dear Readers, 2012 business year, with and rewarding first quarter of the Hope you have all had an enjoyable ter now behind you, why quar first the ns on track. So with all those new year business resolutio h is again filled with a wide our next edition of BlackBiz, whic not take some time out now to read se Indigenous business diver and rich the stories, showcasing variety of good Indigenous business talent from around the country. re called BizLaunch, also pleased to announce a new featu In this edition of BlackBiz, we are start our BizLaunch To . esses ching new Indigenous busin where BlackBiz will be regularly laun t and businesswomen artis us geno Indi wned reno on features feature, our cover story for this editi recently launched at was h whic uct invention Jabidi silk canvas, Evette Morgan, and her new prod ess. busin ed own us geno Indi an for h is a first the iconic Sydney Opera House, whic small business, Koori Kullas, NSW Illawarra based Indigenous In our Bizprofile story, we showcase launching her art and er Denise Freeman in successfully and the dedication of business own graphic design business. ce and power of social lar BizTech article on the importan You can also enjoy reading our regu Mix case study eting Mark our with g alon y, success toda media for driving business sales and . article on marketing an on-line store nal eye health l responsibility initiative of internatio We also showcase a corporate socia ed public relations own us geno Indi working closely with company Luxottica, who have been g eye health clinics in uctin cond in ram, prog n Visio One company Cox Inall Ridgeway on their genous socio-economic which are helping to close the Indi remote Indigenous communities, disadvantage gap. showcase reconciliation ation Week 2012, GrainCorp also In the lead up to National Reconcili (RAP), as part of it’s Plan 300th Reconciliation Action in business with development of the le. peop us geno Indi for ent opportunities commitment to creating employm their continued support valued readers and supporters for BlackBiz would like to thank all our dedication of this edition us business publication. A special of BlackBiz, Australia’s first Indigeno publication and ess busin kBiz e supporter of the Blac to Jaye Radisich, who was a passionat Indigenous social justice issues. or community enterprise ing in those Indigenous corporate A gentle reminder also, to keep send e your Indigenous shar to iz.com.au, so we can continue business stories to the editor@blackb the world. nd arou and , ralia Aust ss kBiz readers acro business story with our many Blac Enjoy reading of our latest BlackBiz
edition. 
Paul Newman BlackBiz Editor & Founder April 2012
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
3
100% Water Resistant • 100% Fire Resistant • 100% Termite Resistant
ONE BUILDING BOARD MULTIPLE APPLICATIONS INTERIOR | EXTERIOR
!
n r u b t ’ oesn
d t s u j It
AUSTRALIAN CERTIFIED
A more versatile building board A stronger building board An environmental building board An affordable alternative
AVAILABLE FROM SELECTED STOCKISTS For more information go to
www.modakboard.com.au MDK_BP0412
4
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
CONTENTS - ISSUE#03
COVER FEATURE
page
BizLaunch - Jabidi, the accidental inventor. Join the art community and celebrate the launch of Bibi’s business Jabidi, and check out her new silk canvas. . ........................................................................... 6 - 8
ARTICLES
page
Aboriginal Secondary Schools Career Development Program - Ambulance Service of NSW........................ 9 Corporate companies share OneVision for a brighter future for Indigenous children - Luxottica........... 12 - 13 GrainCorp showcasing reconciliation in business - GrainCorp................................................................... 21 Celebrating the entrepreneurship of Indigenous business - AIMSC..................................................... 25 - 26 The 2012 Ethnic Business Awards............................................................................................................. 27
REGULARS
page
BIZTECH Social media – driving business success in the 21st Century - Ashur Lazar......................... 10 - 11 BIZTECH Don’t have a website yet? No Problem. - Lillian Haase........................................................ 14 - 15 MARKETING MIX A Case Study - Marketing Your Online Store - Tamar Ferhad................................ 16 - 17 BUSINESS FEATURE - The Smart Business Plan Approach - Paul Newman.................................... 18 - 20 BIZPROFILE Koori Kullas - An interview with Indigenous business owner Denise Freeman....................................... 22 - 24
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
5
BIZLAUNCH - Jabidi
“Jabidi” The accidental inventor Story by Sarah Martin
As the sun set over Sydney Harbour, the beat of the feet of Aboriginal dancers celebrated the start of the Messagesticks Aboriginal Festival in the Opera House forecourt.
O
verlooking the celebrations hung paintings whose extra shimmering glow was thanks to the silk canvas they were painted on – “Jabadi” a canvas accidentally invented by Gubbi Gubbi and Dunghutti woman, Evette Morgan. Gathered around Bibi, as she is affectionately known, were artists and art galleries representing all cultures, from as far afield as the desert to as close as the saltwater people dancing below. The art community was there to celebrate the launch of Bibi’s business Jabidi, and to check out her new silk canvas.
she realised that she couldn’t wipe it off without ruining the painting, she left it to dry.
But as major sponsor for the evening, Paul Newman from BlackBiz pointed out, artist Bibi was now distinguished by another title – Australia’s first Indigenous female inventor to patent a product.
Instead of a disaster on her hands, Bibi discovered that the silk fused to the canvas. After more experimentation with her friend and business partner, Diana Guisa, they realised that the ‘accident’ had created an ideal surface for painting.
So how did it happen?
“As for the product, well the proof’s in the pudding,” Bibi said, waving her arms around the shimmering paintings hanging in the Opera House.
Evette (Bibi Barba) enjoyed painting on silk but always found it difficult to work with. One day, she accidentally spilled her own glue mixture onto some silk and when 6
Indigenous performer from leading Australian Indigenous performance group, Yidaki Yulugi who performed on the night.
“With the silk canvas you can apply all sorts of paint mediums, even ink, and it won’t bleed. It’s easy to
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
BIZLAUNCH - Jabidi
blend colours from oils, acrylics, watercolours, pencil, crayon, charcoal, ochres and silk dyes. The Jabidi silk canvas is smooth to paint on and adds volume and brightness. The silk canvas layered material is acid-free providing long durability for your artwork.” Elaine Russell’s painted on the new canvas and said it’s lovely to work with: “I use water-based acrylics and it just flows onto the canvas. It’s so beautiful to use and has a glow to it. I would recommend it to anyone as you can use any medium on it.”
Legendary Indigenous performer Archie Roach performed at the Jabidi BizLaunch
Bibi said the canvas is also smooth to paint on which is important to an artist as you get more out of your paint. Its qualities were immediately apparent to manufacturing house, Wax Converters Textiles Australia, which bought the rights to manufacture, distribute and market it in Australia and was also there at the launch to celebrate.
Archie Roach and Evette Morgan with Archie Roach receiving an Evette Morgan painting on Jabidi silk canvas.
“Wax Converters Textiles had faith in us,” Bibi said: “The owner, when he was shown our product, said we’ve got the tiger by the tooth, meaning we’re going to tame the industry we’re heading into. We intend to tread carefully and gracefully, but the world is our oyster.” Bibi the artist is changing to inventor and businesswoman. She said, “As an artist we use our right side of the brain, so I’ve used this side to be creative in business. This launch was the first glimpse of the merge of business and artist.” And if the launch was anything to go by, both artist and business are sure to be a success. Archie Roach came along to the launch, sang a few songs and launched an exclusive single on the night. There was Aboriginal dancing as well to entertain the crowds. “The creativity in that room was amazing” Bibi said. “Leading Indigenous businesses BlackBiz and Black Pages were the
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
7
BIZLAUNCH - Jabidi
... major sponsors of the night and was amazing in the magnitude of this Indigenous corporate support,” Bibi said. “It just goes to show if you’ve got something really positive from the community, everyone jumps in and helps.
(L to R) Jonathon Slottje, Michael Brogan and Paul Newman among the many guests who attended the Jabidi BizLaunch evening.
“The galleries there were so supportive. The aftereffects of the launch will be even more and the collections hanging here tonight will be seen by many more people.” One can’t help wondering with the invention of such a unique product with such world-wide potential, whether Bibi will be able to keep her feet on the ground, but Bibi’s confident of remaining realistic. “I work during the day as a nanny, and the kids keep me balanced and grounded, as do my kids and my friends,” she said. “I never anticipated being the first Indigenous women to have a patent granted. I say, as an Indigenous person and inventor, if I can do it you can do it too”. “What we want to do now with Jabidi is help facilitate creative minds. I’d like to help artists to improve their artwork and to help children of different backgrounds to use art as a learning tool. If you have a better way of painting, it leads to better creativity and my Jabidi canvas does that.” For more information on the inspiring Jabidi silk canvas, see Jabidi website www.jabidi.com.au and/ or send email to info@jabidi.com.au.
8
www.jabidi.com.au
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
ARTICLE - ASNSW
Aboriginal Secondary Schools Career Development Program T
o contribute towards ‘Closing the Gap’ for Aboriginal people, the Ambulance Service of NSW recently commenced an Aboriginal Secondary Schools Career Development Program. This was made possible by funding from the NSW Ministry of Health. Closing the Gap is an agreement made by the Council of Australian Governments, which aims to address the marked disadvantages Indigenous Australians experience compared to non-Indigenous Australians. The target areas are life expectancy, child mortality, access to early childhood education and educational achievement. The Aboriginal Secondary Schools Career Development Program is intended to encourage Aboriginal secondary school students to regard Ambulance as an employer of choice and features Aboriginal paramedics as role models for the students. A valuable opportunity is also provided through the program to promote knowledge and appreciation of health to Aboriginal youth. Six Aboriginal paramedics are involved in the program and they are trained to present information to teenage audiences about Ambulance careers. In 2011 schools in Wagga Wagga, Queanbeyan, Dubbo, Green Square and Penrith were visited and community events or career expos were attended in Camperdown, Yarra Bay, Maitland and Gosford. Students and school career advisors responded very positively to the paramedics who visited. Ambulance is pleased to be able to contribute towards Closing the Gap, by helping to improve Aboriginal employment outcomes, health status and access to health care services. Thanks are extended to the paramedics involved, who have helped make the program implementation so successful: Adam Howie (Batlow), Jeff Timbery (Queanbeyan), Rhienna Lett (Penrith), David Guest (Toukley), Liam Harte (Campsie) and Anthony McBride (Tuncurry).
Feedback from schools Michael Marien, the School Career Advisor at Mount Austin High School in Wagga Wagga, wrote to thank Ambulance for the visit by Intensive Care Paramedic Adam Howie from Batlow station. ‘Thank you so much for organising Adam’s visit to the school today. Adam is a fantastic ambassador for the Ambulance Service and a great role model for our Indigenous students. I really believe his visit has inspired some of our Indigenous students, not just to consider a career with Ambulance, but the emphasis he placed on the importance of gaining a worthwhile education.’ Further thanks came from Linda Anderson, the Aboriginal Education Officer at Queanbeyan High School, about the visit by Paramedic Jeff Timbery from Queanbeyan station. ‘A very big thank you for Jeff coming to our school… there was a lot of talk about how great he was’, Linda said.
For more information about the program, please contact Callista Bryan, Aboriginal Employment Coordinator, Healthy Workplace Strategies Unit, Ambulance Service of NSW, on (02) 29320 7644 or email: cbryan@ambulance.nsw.gov.au
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
9
BIZTECH - Ashur Lazar
Social media – driving business success in the 21st Century You’re probably sick of hearing this but social media is big, no it’s massive, so massive that it is literally driving global business success in the 21st century.
L
et’s have a look at why social media is an important and essential business tool for driving business success today, whether you are a small business owner, medium to large sized corporation, or a community sector enterprise. Facebook has close to 900 millions users. Twitter is closing in on 150 million users. Google has jumped on board with their new social media attempt, Google+. A business’s online success in the future will in a large part be determined by how they utilize and manage social media. What do I mean by utilize and manage? Well first off and at the most basic - Do you have a Facebook page? Are you broadcasting your services and specials on Twitter? Have you created a Google+ page to take advantage of new techniques to get notices in Google search results? These things are easy to setup with professional business support, however, the issue for most businesses is in maintenance and keeping them up-to-date with relevant information. Businesses who take advantage of these social elements as a business tool, and integrate them into the day-to-day running of their business will reap the greatest benefits when it comes to social media business success. What are these benefits? I’ll give you one example. You have a product or service that you 10
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
BIZTECH - Ashur Lazar
promote via Facebook. It get’s noticed by 100 users on Facebook who “like it”. Each of those 100 users have 100 friends who see that their friends have liked your product. Very simply you have just had 10,000 potential customers view your product or service within a very short time and with minimum effort. The other aspect of social media as a business tool, is the integration of these systems within your own website. This is a more powerful way of using these systems and again is quite simple to implement. Adding ‘like buttons’ to each of your products or services. Adding the ability for users to tweet about a specific benefit your company provides. These systems generate views to your products or services with little work from you once they are setup. The key to all of it is managing it. Making sure your services or products are accurately presented on your website and that the information is up-to-date and informative. I’ve only lightly touched on how social media as a business tool can impact your business. But even then, it’s clear that the powerful way social media can be harnessed to impact your bottom line makes it a solution that businesses need to take seriously in the coming years if they want to stay ahead of their competitors and achieve business success and sustainability. Because believe me, if you don’t use it to grow your business someone else will. If you don’t know where to start, seek out professional business support today, in getting your business or community enterprise connected to the social media business space in the 21st Century. Remember, the cost of making use of professional business support for your social media business activities will be a wise business investment.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
11
ARTICLE - Luxottica
Corporate companies share OneVision for a brighter future for Indigenous children Indigenous health is growing on the agenda of the Australian private sector with large corporations increasingly teaming with specialist Indigenous consultancies to help close the Indigenous socio-economic gap.
Medellin Arranz, Corporate Tax Officer, Luxottica tests a young student’s depth perception at Townview State School
W
hile traditionally identified as a job for the public sector, many large corporations are now embracing their corporate social responsibility, and taking real steps to help make a difference in the lives of Aboriginal and Torres Strait Islander people. One such example is the partnership established between international eye wear and eye care leader Luxottica, and Sydney based Indigenous Affairs consultancy Cox Inall Ridgeway. With the launch of their new OneVision program, an initiative of its OneSight Foundation, Luxottica sought assistance from Cox Inall Ridgeway to help prepare their volunteer group for work in Aboriginal 12
communities through facilitating a series of cultural competency workshops. OneVision provides access to eye health services in regional and remote communities in Australia, essentially filling the gap in service delivery where it is needed most. Julie Urquhart, Director of Community and Stakeholder Relations at Luxottica, highlighted the importance of the partnership in the success of the OneVision clinics. “Many of our volunteers had little or no experience in interacting with Aboriginal communities. With the OneVision program concentrating on remote areas, BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
ARTICLE - Luxottica
we felt it was important to equip our staff volunteers so they better understood the context in which they’d be operating and some of the issues they might face.” “The volunteers found the training highly valuable. Indigenous consultant, Paul Newman took them through a comprehensive workshop discussing everything from Aboriginal history to how to act appropriately in different cultural environments. This really enhanced their confidence that they were not only providing a valuable service but doing so in a way that was culturally appropriate”.
Melinda Toomey, Regional Eyecare Manager for OPSM QLD, conducts a pressure test on a patient at the Gidgee Healing Centre
Working in partnership with Gidgee Healing Centre, the local Aboriginal Community Controlled Health Organisation (ACCHO) in Mount Isa, OneSight is running a series of pop-up eye health clinics at schools in Mount Isa and remote parts of the Gulf of Carpentaria. Luxottica will also place optometrists and dispensers to work with Gidgee Healing and travel to nearby communities to perform outreach eye health services on a monthly basis. The program will help build the clinic’s capacity to better deliver eye health education and services. The first clinic held in Mount Isa, QLD, was a great success with 622 students screened over two days of which 134 children had full eye tests and 51 pairs of glasses were prescribed. With many of the children never having received an eye test before, it was evident
the OneVision program will go a long way to help improve eye health services for Aboriginal people in the region. Cox Inall Ridgeway’s partnership with Luxottica is typical of the kind of work this business aims to bring to the Indigenous space, aiming to lift the standards of communication with the Aboriginal and Torres Strait Islander population. Under the guidance of Gumbayyngirr man and former Australian Senator Aden Ridgeway, Cox Inall Ridgeway has a large pool of clients ranging from health, finance, arts and education, and operates between the silos of corporate, government and communities to help close the gap of Indigenous disadvantage. For more information on this story, contact Michelle Beilken from Cox Inall Ridgeway on (02) 8204 3775 or michelleb@coxinallridgeway.com.au
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
13
BIZTECH - Lillian Haase
Don’t have a website yet?
No Problem. Free and Easy Ways to Get Found Online
A
major challenge facing many Indigenous small businesses and community enterprises today, particularly in the business start-up phase, is having a website presence to promote their business products and services. Don’t worry too much, as using free online directories is one of the simplest ways to have more people find your business or community enterprise quickly. There are hundreds of places to list your business or community enterprise all over the internet, and you don’t need to have a website to list with them. One example is Australia’s leading online Indigenous business portal directory Black Pages at www.blackpages.com.au. It’s free to list.
Customer Feedback
Another place every business should list is Google Places at google.com/places. Listing your business at Google Places not only get you found on Google and Google Maps when people are looking for a business like yours, but the data is also given to other websites all over the world.
Many online business directories allow for customer reviews. So, make it a practice to encourage happy customers to write a review for you online. Show them how to find your listing(s) so it’s easy for them to post their positive comments. If you find you get a negative review it’s not a problem. Simply learn from the feedback and use it to improve your product or services.
Tips for your Google places listing 1. Create an account with Google solely for your business. 2. Fill in EVERY field available including descriptions. 3. Isolate your target keywords (2 + word phrases people type into Google, Yahoo, and Bing) and use them in Tags and Keyword boxes available. 4. Fill in ALL 5 Category spaces. 5. Upload at least two images. 14
6. Include a special offer/promotion. This encourages people to take action rather than leave the page to look at other businesses. 7. Link to your own business related YouTube Videos if you have them. 8. Verify your listing via phone or post (Google will call or send you a letter with a code that you need to enter into your Google Places account to verify your listing).
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
BIZTECH - Lillian Haase
Finding More Websites to List On Sign-up for a free account at www.whitespark.ca. Once you sign-up use the Local Citation Finder and type in a keyword phrase that’s relevant to your business. White Spark will then give you a report full of websites you can possibly submit your business information to.
Keep Track Keep a spreadsheet of the websites you’ve listed your business with. In the spreadsheet record the website and your user name and passwords for each listing. This way if you need to update it at a later date, want to check your reviews, or change your special offer, you have the listing details on hand for quick reference.
Also, some business listing websites allow the owner of the business to respond to people who reviewed them. So if you get a negative review thank the reviewer for their honesty, apologise for any inconvenience caused to them, and say what you think is appropriate to say to those people who are reading the review who may be considering buying your goods or services.
Consistency Anywhere you list your business or community enterprise, be sure to use the exact same spelling and spacing of your business name, business address, and business phone number on EVERY listing for optimum exposure across the internet.
Other places to list for free With any listings you write online be sure to: fill in all the spaces; use keywords that are relevant that people are searching for; fill in descriptions; make a special offer; and use all the pre-selected categories to do with your business. Here are some of the top places for Australian businesses to list for Free:
True Local Start Local WOMO FourSquare Hot Frog Super Pages Yellow Pages
www.truelocal.com.au/ www.startlocal.com.au/ www.womo.com.au/ www.foursquare.com/ www.hotfrog.com.au/ www.superpages.com.au/ www.yellowpages.com.au
(a free Yellow Pages online listing will help you get found across other websites such as Whereis.com)
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
15
MARKETING MIX - Tamar Ferhad
A Case Study
Marketing Your Online Store
W
hether you are starting a new business or want to revisit your marketing plan, understanding your market and creating a point of difference are crucial to your online marketing success. For this edition of BlackBiz, we were fortunate enough to pick the brain of successful entrepreneur Lisa Merhi, who recently sold her online store. Due to contractual agreements, she is unable to disclose her business name or market, however, she was kind enough to share her experiences from a marketing perspective.
Q
Lisa, in 2008 you created an online store, and sold it in 2011. To build a brand in a very short period of time, it’s clear the decision you made to move into this niche was carefully considered. Can you tell me what made you decide there was a business opportunity here?
A
As a consumer, I had experienced difficulties in sourcing a particular range of specialty products in Australia. Those that I did find were highly priced and other products were simply not available at all. As there appeared to be a market gap, I decided to explore the idea of opening an online store to fill it.
16
Q A
What kind of research did you undertake to come to that conclusion? The first step was to see if there actually was a demand for this product range and that it wasn’t being adequately met by other Australian retailers. Although I had wanted to buy the products, I had to make sure others did too! Internet research confirmed the lack of product availability, and speaking with industry professionals reinforced there was difficulty with obtaining the products and an increasing demand that was not being met. Growth for the products in the US also indicated this trend was likely to follow on to Australia.
Q A
How did you market your website? During the start up phase, marketing was crucial as no-one knew the website existed. Although there are many different avenues for marketing an online store, I had a small budget so I had to carefully plan where to allocate it. I concentrated on online advertising specifically targeted to the key demographic, through relevant portal
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
MARKETING MIX - Tamar Ferhad
websites and search engines such as Google. I also did press releases to media outlets and sent information to potential referrers such as industry professionals and organisations. This, combined with the targeted advertising, led to rapid growth in the first year. Once the store was established, the need for paid advertising diminished and the marketing was geared towards reaching new and existing customers through other means. Electronic marketing and social media became a key factor towards achieving this goal.
Q A
How long did it take for you to start seeing results from your marketing efforts?
Q A
How would you do things differently next time? Funnily enough I would take things more slowly next time and stagger the marketing out a little better. It floored me just how effective targeted advertising could be and the rapid growth during the start-up phase was difficult to handle. When the targeted marketing works, results can be overwhelming so you have to be prepared.
Q A
Targeted online advertising worked quickly and was very effective at driving traffic to the website in a short period of time. Social media and electronic marketing also had an immediate result and contributed to the store’s ongoing success. The beauty of both these types of marketing is that results are easy to track, and provide an immediate insight into what’s working and what isn’t. Other forms of marketing were generally slower to show results and were more difficult to track progress, however in the case of industry referrers it proved to be one of the single most effective strategies with a long flow-on effect.
Q A
What were some of your successful strategies? One surprisingly successful strategy was including store flyers with customer orders. I had no idea just how many customers would pass them onto their friends! With thousands of customers, this inexpensive marketing tool became much more valuable than expected and resulted in many new customers. It reinforced to me just how important the shopping experience and customer service are to people, even when it’s not done in the traditional face-to-face manner.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
Would you do it again with something different? Without a doubt. It is so exciting to develop something and see it become a success.
ick tips
Take Away tips - 5 qu
’t have to be Tip 1. Marketing doesn any low cost expensive – There are m at are very effective. marketing strategies th ur target audience. The key is reaching yo referrers – Many Tip 2. Don’t forgot your tential customers. stores only market to po - such as businesses Tip 3. Think of others o would be and organisations - wh ng about your recommending or talki to them too. products, and market e is a marketing Tip 4. Customer servic biggest gripes people tool – One of the single line is the difficulty have with shopping on swer to a question in getting a quick an Happy customers before placing an order. eat customers and are more likely to be rep re. refer others to your sto mentor – Being Tip 5. Find a business advice or to able to ask someone for siness marketing simply answer your bu Find someone with questions is invaluable. keting experience relevant business mar unding board for that you can use as a so g. your online marketin 17
BUSINESS FEATURE - Paul Newman
The Smart Business Plan Approach
I
n the last edition of BlackBiz we explored 10 basic business planning steps to help turn your original business idea and proposed business venture into a real live business reality. Having now reviewed and undertaken these key business planning basics, the next step is to have in place a SMART Business Plan, that clearly articulates who and what the business is, and the pathways it plans to follow to achieve business growth and success. What is a SMART Business Plan you might ask? There are many styles and types of Business Plan models and templates available in the business world, some simple and some highly detailed and complex to suit a variety of business types and industries, and catering for small, medium and large size business ventures and community enterprises. Many people thinking of getting into business will often ask the question: Why do I need a written Business Plan to help my business, when I already know in 18
my mind what I want to do? While others often find the process of writing a Business Plan document too daunting a process, with many business owners often skipping the crucial step of having a well thought out and written Business Plan in place to help guide and inform their proposed and/or existing business venture. Remember the old business saying, “People in business don’t plan to fail, they fail to plan”. With so much confusion and uncertainty around us in today’s business world, the key is to have a SMART Business Plan approach if you want to start up a business, grow and succeed in business. What is a SMART Business Plan approach? The SMART Business Plan approach is not a new concept, in fact many successful businesses, both small and large around the world have been using and applying elements of a SMART Business Plan approach to how they do business.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
BUSINESS FEATURE - Paul Newman
The SMART Business Plan approach means
S
Simple:
A key ingredient or element to the SMART Business Plan approach is to keep it SIMPLE! This means choosing a Business Plan template and process that you find is simple and easy to grasp and apply to your proposed or existing business model and venture. If you apply a SIMPLE and user friendly business planning approach and template, you are more likely to be energised and focussed in wanting to put pen to paper in writing clear, specific and achievable business goals and objectives for your business in the short, medium and long term. The keep it SIMPLE ingredient also means having a clear business vision, prioritising essential business activities and trying not to do too much, often with limited cash and other resources, particularly with start up business ventures.
M
Measured:
Having a SIMPLE business plan approach in mind and in use, allows businesses to establish performance benchmarks, and be in a position to more readily measure your business progress and outcomes from your identified core set of business goals and objectives in the short, medium and long term. Having a measurement of your “short term” core business goals and objectives in the first instance, then allows you to modify and adjust your SMART Business Plan approach towards achieving your medium and long term business goals and objectives overtime with use of available resources. It is about having “business checks & balances” in place like reports on sales, statistics and financial reports to give you a picture of where the business it at from one reporting period to another, and being in a proactive position to respond appropriately.
A
Agreement:
Ensuring agreement and consensus of all key people including company directors, management, employees and advisors in how you do business in working collectively towards achievement of set business goals and objectives. Agreement also means key people involved in the business, including employees have a sense of belonging, and are valued for their dedicated work contributions in pursuit of core business goals and objectives. This approach also fosters a positive workplace culture and retention of valuable employees and corporate knowledge.
R
Recognising:
A SMART business plan approach needs to recognise all essential elements of your business model and the interconnectedness of all these elements, to ensure effective day to day business operations, and to reduce any likelihood of blockages occurring in parts of your business model. It means paying equal attention to all core business elements, like production, sales, financial, research and human resource management, and so on, to ensure all
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
19
BUSINESS FEATURE - Paul Newman
Some Benefits of a SMART Business Plan Approach Adopting a SMART business planning approach can bring many benefits for your business. It allows the business to be timeline conscious and proactive in setting the forward strategic direction of your business to ensure it’s success. Being able to demonstrate a SMART business planning approach allows you to map out your business model and define your vision and strategic goals and resources required for the business venture. elements of the business model are working effectively, while also being in a position to rectify any shortcomings which may arise in the business model, and responding in an appropriate and timely manner. Recognising is also about, taking time out to recognise and reward the efforts of all key people involved in meeting both day to day challenges of running a business, and joining together in celebrating the business success. Don’t forget, it’s also about recognising your valued clients, customers and other key people, such as business mentors and advisors who may have contributed to your business model success and milestones along the way. It’s this recognition that results in repeat business and continued business growth and survival.
T
Timeline:
Is about having clear and achievable timelines in place for doing business and achievement of set business goals and objectives. Timeline is also about reminding businesses to continue to do annual business planning processes, constantly tracking and checking on business operations, monitoring competitors and market trends, and modifying and adjusting your SMART Business Plans to ensure business success, growth and future transition.
20
It also allows you to time analyse and understand your identified customer target market and the sales strategies required to strategically sell your developed products and services. This in turn will increase opportunities to raise capital, seek funding and attract potential investors and strategic partners and alliances into the business venture if required. A SMART business plan approach also fosters professional learning and development for business owners, Board members and employees, allowing all “team members” the opportunity to actively take onboard the learning from development and implementation of your SMART business model. This includes becoming “a learning business” constantly striving for continuous improvement to your business model, with adequate “checks and balances in place, and engaging in on-going research, development and innovation to ensure your business model is competitive and successful in today business market place, and sustainable into the future. With key elements of the SMART Business Plan approach now in mind, in the next edition of BlackBiz, we will introduce a “SMART Business Plan Template” to provide some practical guidance in completing a SMART Business Plan for your business.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
ARTICLE - GrainCorp
GRAINCORP SHOWCASING RECONCILIATION IN BUSINESS
G
rainCorp has affirmed its commitment to creating employment opportunities for Aboriginal and Torres Strait Islander people by developing a Reconciliation Action Plan (RAP) that has been formally recognised by Reconciliation Australia. “For GrainCorp, having a Reconciliation Action Plan simply makes good business sense,” CEO Ms Alison Watkins said. “We already employ around 50 Aboriginal and Torres Strait Islander people, and we have a strong respect for the contribution they make to our business. This number swells to be around 10% of GrainCorp’s total employees in regional areas during the harvest period”. “We’re proud of the relationships we have built with Aboriginal communities throughout Queensland, New South Wales and Victoria, and we want to build these relationships to create more opportunities.” GrainCorp’s Reconciliation Action Plan includes a number of tangible actions the business will focus on between 2012 – 2014, including: • Implementing a pilot employment program at Newcastle Port in partnership with Aboriginal corporation Yarteen. The program will be focussed on implementing the Australian Covenant Program, a seasonal harvest program and introducing apprenticeships and trainees;
• Developing steps to retain and develop existing Aboriginal and Torres Strait Islander employees by late 2012; • Introducing a procurement strategy which includes Aboriginal and Torres Strait Islander suppliers that maximise benefits to their communities; • Providing further community support through partnerships and sponsorships; and • A range of initiatives to build relationships and mutual respect throughout all employees in the organisation. Chief Executive of Reconciliation Australia, Ms Leah Armstrong said: “GrainCorp is the 300th organisation to join our growing RAP community. It’s great to see such a large company with a strong rural footprint publicly committing itself to build mutually respectful relationships with Aboriginal and Torres Strait Islander people. We know that respectful relationships are the key to creating sustainable opportunities for Aboriginal and Torres Strait Islander people and their communities. A recent Impact Measurement Report released by Reconciliation Australia shows that better opportunities in employment, education and business result from businesses developing such plans.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
21
BIZPROFILE - Koori Kullas
PROFILING: KOORI KULLAS
An interview with Indigenous business owner Denise Freeman
Based in the beautiful Illawarra region of NSW, Wollongong based Indigenous artist and business women, Denise Freeman draws upon your strong grass roots culture and professional skills in doing business. BlackBiz caught up with Denise, who shares her business journey and story. Denise, can you tell us a little about your business story, when and how did the business idea for Koori Kullas come about? In 2010, I took on the care of my great great nephew as a foster care placement. He is now 2 ½ years old. The change from earning a good salaried income to existing financially on Centrelink benefits and the Department of Community Service allowance meant that we were struggling very badly. A friend suggested to me that I do in fact have talents and abilities, and that I needed to be creative in what I can do to use those gifts. Many years ago, Koori Kullas existed as a small business creating business stationery and logos using Aboriginal artwork. The business ran reasonably well, however the advent of good personal colour printers led to a bit of a decline in its income. So I have, in recent years required a salaried position and have worked as an Aboriginal educator and community worker.
22
I was “surfing” the net and an advertisement for free business cards from Vistaprint popped up. I decided to get some to start promoting my Aboriginal artwork and selling it. Within the process, Vistaprint suggested that my business cards would look so much more professional with a website attached to the business. So the website www.koorikullas.com was developed. Based in Wollongong, Koori Kullas offers Aboriginal artwork, computer graphics applications and cultural awareness education. My customers are able to contract specific artwork, particularly for business needs, purchasing designs in digital format. I also am building a “stable” of other Aboriginal artists that I assist in promoting and selling their artwork with the utilisation of my website.
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
BIZPROFILE - Koori Kullas
What steps and processes did you go through to bring your original business idea and proposed business model into fruition? A business plan already existed from the original Koori Kullas business. This was created with the assistance of Illawarra Itec, through the Aboriginal Enterprise Development Officer, Richard Davis. Richard has also now been assisting me with advice and encouragement in launching my business. Vistaprint has very much driven the business model. The creation of the website has certainly determined the model and the business is now an internet based one. I had previously signed up for a couple of “scam” ideas where one can make “millions of dollars a day online”. Although the scam ideas do not seem to make the money that they promise, the programs offer huge amounts of training in the form of webinars and e-books mostly around promotion and increasing the traffic flow to the website. This training has been invaluable when transferred to the development of my Koori Kullas business model, including utilising social media, such as Facebook as a powerful contact builder and promotion engine. The internet is a powerful tool. I feel that if I had rented a shop front at say upwards of $1000 per week, I would not have the volume of visitors that I have now with Koori Kullas as a web based business. The nature of the artwork sales that I am promoting suits the internet well.
What were some of the challenges you faced during this venture start-up and development process? One of the main challenges I face at the moment is strong competition within the market place regarding local Aboriginal culture in our area. My philosophy regarding cultural education has been formed over the past several decades of experience in this industry. I have seen that many organisations and businesses struggle in their dealings with Aboriginal people as clients, or as staff due to lack of understanding of our cultural issues and practices. Many of these organisations are keen to educate themselves regarding Aboriginal culture and to implement culturally aware practices within their business. However, I have also seen that this is usually extremely expensive, way outside of the budget that particularly Non Government Organisations (NGO’s) can afford, or what other organisations and departments realistically are willing to pay. My philosophy is one based on Reconciliation principles. I would rather that the non- Aboriginal organisations have access to education regarding Aboriginal culture, than to be excluded due to non affordability. I have many resources already available from the vast experience I have had as an Aboriginal Educator,
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
23
BIZPROFILE - Koori Kullas
...
in TAFE, Correctional Institutions and in organisations where I have been employed as a trainer. I am able to create education packages specifically designed to meet the practical needs of the company requirements and equip participants precisely with strategies. From what you have learned in bringing your business idea into fruition, what tips or advice can you give to other budding Indigenous entrepreneurs out there who may also have a business idea they want create further? The internet is now a powerful marketing tool and a great way to base a business which allows the business to be accessed by a huge international market. Rent on premises and all of the associated costs is a risk that is perhaps not necessary if a business can be designed as I have done mine. I am having well over 2000 visitors monthly to my site and feel that a physical shop front in one location would not generate such a large volume of visitors. What does it feel like now in having successfully started a business, and what is the 3-5 year vision for the business? I am really happy with the responses that my business has received and the encouragement and support that I am receiving from the national and international community. My networks continue to grow and develop and it is an exciting time in the formation stages. My work now is to continue to promote the business and continue to ensure its growth. I am also planning to inspire and assist other Aboriginal people who may wish to develop their own business or become involved alongside myself, particularly other Aboriginal artists.
For more information on Denise’s successful business start up story, visit Koori Kullas website at: www.koorikullas.com 24
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
ARTICLE - AIMSC
Celebrating the entrepreneurship of Indigenous business by Sarah Martin
Awards winners included: Government Member of the Year was taken out by the AIMSC Certified Indigenous Supplier of the Year - Print Junction. and Coming Member - National Rugby League (NRL), Department of Educations, Employment & Workplace Relations. Up & Diesel Services. AIMSC Supplier Diversity Advocate of Up and Coming Certified Indigenous Supplier - Northern Haulage y Partnership of the Year between Corporate Culcha the Year -Shaun Hodgins, Compass Group Australia. Supplier Diversit ous Affairs with special recognition to KPMG. and Department of Families, Housing, Community Services and Indigen
T
he recent Australian Indigenous Minority Supply Since its inception in September 2009, the Australian Council Connect 2012 saw executives from Indigenous Minority Supply Council’s (AIMSC) aim has Australia’s top companies and government agencies been to help Indigenous-owned businesses integrate mix with Indigenous entrepreneurs and business owners into the supply chain of private sector corporations and with the culmination of the two government agencies. day conference and trade show This initiative is achieving At the end of 2011, AIMSC had celebrated with an awards night certified 124 Indigenous suppliers excellent results and helping to honour the best of the year. who have employed around 452 create a sustainable and Despite the bleak global situation, Indigenous full-time equivalent prosperous Indigenous the Indigenous enterprise staff and more than quadrupled sector has proved to be both their financial growth by winning enterprise sector in Australia sustainable and vibrant, creating $44.6 million dollars’ worth of opportunities and employment for all Australians in corporate and government business. This is despite a range of areas including mining, catering, graphic the fact that Indigenous Australians are only one-third design, telecommunications, legal services, printing and as likely to own their own business as non-Indigenous tourism. Australians.
“
”
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
25
ARTICLE - AIMSC
... At the awards night at Sydney Town Hall, AIMSC Certified Indigenous Supplier of the Year was presented to Print Junction which has been owned and managed by the Torzyn family for 15 years. Print Junction Office and Creative Manager, Leah Torzyn, said they’d been in business for 15 years, and had been plodding along nicely with mainly local clients. “But since being involved with AIMSC we’ve worked with design studios and graphic artists from all over Australia delivering to corporate clients in every capital city with our business increasing by around 15%, ” Leah said. “Having said that we are an Indigenous business and we are good at what we do. We have won industry awards for our print quality.” Qantas Airways, who were a founding member of AIMSC and the first to sign an agreement with an AIMSC certified Supplier were awarded Corporate Member of the year. Qantas has now contracted eight certified Indigenous businesses, with plans for a minimum of 10 contracts in place by the end of next year. Olivia Wirth, Group Executive Government and Corporate Affairs said Qantas would continue to seek opportunities to work with Indigenous suppliers. “Through our partnership with AIMSC, Qantas is able to connect with Indigenous businesses across a range of areas. There is a strong business case for Qantas to actively engage in supplier diversity. By expanding our footprint, we can find suppliers to provide better value, innovation, speed and local content to our supply chain. “ To top off the celebrations, a further $7.5m funding was announced by the Minister for Indigenous Employment and Economic Development, Julie Collins to be provided to AIMSC to continue for a further three years. “This initiative is achieving excellent results and helping create a sustainable and prosperous Indigenous enterprise sector in Australia,” Ms Collins told the AIMSC’s Trade Expo in Sydney. “This renewed commitment of $7.5 million is part of the Australian Government’s $650 million Indigenous Employment Program. “Through the IEP and the Council we will use the already considerable goodwill and momentum to link corporate and government clients with Indigenous business.”
26
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
ARTICLE - 2012 Ethnic Business Awards
The 2012 Ethnic Business Awards Calling on Businesses and Individuals to Nominate
A
ustralia’s longest running business awards recognising diversity in business – the Ethnic Business Awards – were today launched for the 24th year. The Awards recognise Australians from diverse cultural and ethnic backgrounds who have achieved success in business. “These awards are Australia’s pre-eminent awards in recognition of our nation’s diversity and the role this plays in driving business success and innovation in our community,” said Awards founder, Mr Joseph Assaf. “Businesses and individuals who nominate stand a chance of gaining recognition before their peers and a potential television audience of around 100 million people throughout Australia and Asia – not to mention some major prizes.” The Awards comprise two core categories: • Small Business (with a turnover less than or equal to $5 million per annum)
About the awards Since its inception in 1988 by founder Joseph Assaf, the Ethnic Business Awards has celebrated the success of migrant contribution and the National Australia Bank has been a sponsor of these Awards. As one of Australia’s longest running business awards, the awards continue to recognise and reward the valuable and innovative contributions migrants have made to Australian business and the economy. The event is broadcast on SBS, Aurora Community Channel and the Australian Network and other networks.
A gala event and award ceremony will take place in November 2012. Nominations and award winners will be judged by an expert panel including: • Don Argus AO AC - Former Chairman of BHP Billiton
• Medium to Large Business (with a turnover greater than $5 million per annum)
• Eve Crestani - Chairman of Mercer’s Trustee Company
Entrants for these categories must be either Australian Citizens or Permanent Residents born overseas.
• Joseph Elu AO is the current Mayor of the NPA Regional Council
A third category exists for Indigenous Australians making their mark in business – the ‘Indigenous in Business’ Award. It’s the first and only active national Indigenous business award in Australia.
• Allan Gyngell - Director-General of the Office of National Assessments • Carla Zampatti AC AM – Australia’s famous Fashion pioneer
Winners will share in cash and prizes including A$10,000 from the National Australia Bank for each winner in each category.
More information about the Ethnic Business Awards is available at
Nomination criteria and applications can be found at www.ethnicbusinessawards.com
Contact: Maria Tzovaras on (02) 9568 5022 or 0420 312995
www.ethnicbusinessawards.com
BlackBiz Indigenous Business Magazine - issue #03 March/April 2012
27
.com.au
Got a great story about Aboriginal Business Success? Contact the editor now at editor@blackbiz.com.au www.blackbiz.com.au