ISSUE 04 - MAY/JUNE 2012
www.blackbiz.com.au
.com.au
Celebrating
in Business BizProfile Profiling: DR. ANITA HEISS Indigenous businesswomen, author and Reconciliation Ambassador
BizProfile
IN THIS ISSUE NEW - IndigCareer profile
Profiling: PRINT JUNCTION
How To Use Facebook to Grow Your Business
2012 AIMSC Certified Indigenous Supplier of the Year
Building on your foundation for an effective marketing strategy ... and much, much more.
If you or somebody you know is considering tertiary education then our residential UNSW Indigenous Spring Forum 5-7 September 2012 could be a great place for you to explore your options
View last year’s forum on UNSWTV http://tv.unsw.edu.au/video/unsw-indigenous-spring-forum1
The UNSW Indigenous Spring Forum is a residential program specifically for Indigenous mature age students (18+) who are considering pathways to university. This program provides an opportunity to experience first hand what university studies could offer, through participation in tailored workshops, seminars, presentations and panel discussions sessions aligned with your subject areas of interest. The program is facilitated by Nura Gili and faculty advisors, including academics, current Indigenous students studying at UNSW and recent graduates.
The three day residential program is designed for adults where your ideas, lived experiences, values and questions are met to ensure at the end of the program you are better positioned to make informed choices about how you can apply for entry into a UNSW program. The forum provides opportunity to learn first hand about future career paths, cadetships and scholarships. Students currently studying for Certificate IV or Diplomas are encouraged to apply, however this is not a prerequisite to attend the Forum.
During the program Forum participants stay in executive-style accommodation at the UNSW Conference and Residential Centre situated on the main UNSW campus in Sydney. The whole program, including meals, travel to and from UNSW and residential accommodation is provided at no cost to the student. UNSW Faculties include: • Arts and Social Sciences • Australian School of Business • Built Environment • COFA- Design and Media • Engineering • Law • Science
The Spring Forum is for mature age Aboriginal and Torres Strait Islanders: • Who are interested in tertiary studies • Whose career interests relate to disciplines UNSW can offer • Who want to know more about getting into the degree they want • Who are unsure about study options available at UNSW
Applications now open, for more information check out: http://www.nuragili.unsw.edu.au/springforum.html
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
Senior Editor
FROM THE EDITOR’S DESK
Sarah Martin s.martin@blackbiz.com.au
Creative & Technical Director Matt Brady admin@blackbiz.com.au
Contributors Tamar Ferhad Ashur Lazar Sarah Martin Rebecca Harcourt Lillian Haase Paul Newman
Photographers Phillip Philippou MyThinkingEye Photography Amanda James Wayne Quilliam 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, genous digitally 2012 edition of Australia’s first Indi It is a pleasure to bring you our third selection of rich a with filled kBiz, which is once again published business magazine Blac t. With National ymen enjo ing read your for es stori ed good Indigenous business and relat edition of BlackBiz pleted, a key story feature of this Reconciliation Week 2012 just com with Reconciliation story e rofil BizP a ding inclu , ness is showcasing Reconciliation in Busi businesswomen and us geno Indi wned and acclaimed Ambassador, and internationally reno author, Dr Anita Heiss. ary business education inspiring Indigenous student terti This edition of BlackBiz also has an genous Accountants in a Indi School of Business – ASB: 1000 article from the recent Australian h showcases a proactive whic pus, cam n ingto Kens y of NSW, Decade Forum, held at the Universit Indigenous business re futu ’s tives in developing Australia example of business education initia professionals and leaders. ing and guidance in regular business articles for easy read We also bring you a selection of our in today’s competitive ity enterprise to grow and survive supporting your business or commun to grow your business, ook faceb use to ech article on How business world. This includes a BizT ing on your foundation for le on the 4P’s of Marketing - Build followed by our MarketingMix artic an effective marketing strategy. to assist your strategic de a Smart Business Plan Template Our business feature articles inclu write an exciting media to How on le artic read t and a mus business planning and development, ity enterprise. release for your business or commun kBiz Facebook competition also pleased to announce our Blac In this edition of BlackBiz, we are in the September/ $440 h wort t a full page advertisemen where one lucky business can win for more details on how ils deta on pleti com the read to sure October edition of Blackbiz. So be to enter. genous family owned cases leading Adelaide based Indi This editions Bizprofile story, show Certified Indigenous SC AIM 2012 the recently awarded business Print Junction, who were Suppliers Award. social media supporters for to all our valued global readers and Happy reading, and thanks again business magazine, and us geno Indi vative BlackBiz digital their continued support of our inno r news of global Indigenous shortly be announcing some majo to say, stay tuned as BlackBiz will business proportions. those great Indigenous of BlackBiz, and remember to keep So enjoy reading out latest edition iz.com.au so BlackBiz ackb r@bl edito the into e stories coming business and community enterpris  d. billions of people around the worl can continue to share them with
Paul Newman BlackBiz Editor & Founder June 2012
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
CONTENTS - ISSUE#04
COVER FEATURE
page
Celebrating Reconciliation in Business The recent 2012 National Reconciliation Week celebrations with the theme of “lets talk recognition’ ......................................... 6 - 7
ARTICLES
page
Aboriginal Employment Program wins Health Award - Ambulance Service of NSW.................................... 15 1000 Indigenous Accountants in a Decade - ASB Community Forum................................................. 18 - 19
FEATURES
page
BIZPROFILE An interview with Dr Anita Heiss Indigenous businesswomen, author and Reconciliation Ambassador - Sarah Martin............................. 8 - 11
REGULARS
page
BIZTECH - How To Use Facebook to Grow Your Business - Lillian Haase.......................................... 12 - 14 BUSINESS FEATURE - A SMART Business Plan Template - Paul Newman...................................... 16 - 17 MARKETING MIX - Four P’s of Marketing Building on your foundation for an effective marketing strategy - Tamar Ferhad................................... 20 - 22 BIZTECH - Did you know that stats are your best friend? - Ashur Lazar.................................................... 23 BUSINESS FEATURE - How to write an exciting media release - Sarah Martin................................. 24 - 27 BIZPROFILE Print Junction - 2012 AIMSC Certified Indigenous Supplier of the Year................................................ 28 - 29 INDIGCAREER - PROFILE: Sarah Hyland................................................................................................. 30
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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RAP’s = Reconciliation in Business
Celebrating Reconciliation in Business
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n 2006, Reconciliation Australia launched an ambitious new program aimed at getting workplaces to progress reconciliation between Aboriginal and Torres Strait Islander peoples and other Australians. The recent 2012 National Reconciliation Week celebrations with the theme of “Lets Talk Recognition”, is a testament to the enormous success of reconciliation in business activities across Australia with 319 businesses and organisations having now established a Reconciliation Action Plan (RAP). Together these 319 businesses and organisations are: • Building a nation that understands its Aboriginal and Torres Strait Islander cultural roots.
• Providing the foundation for a significant and sustainable increase in Aboriginal and Torres Strait Islander employment.
• Enabling the voices of Aboriginal and Torres Strait Islanders to be heard. • Creating a safe environment for Aboriginal and Torres Strait Islander peoples and other Australians to work together.
• Supporting Aboriginal and Torres Strait Islander students to achieve their ambitions. • Helping drive a nascent Aboriginal and Torres Strait Islander business sector.
319 organisations making a difference EMPLOYMENT:
RESPECT:
BUSINESS:
EDUCATION:
More than 23,000 jobs committed and 16,144 positions filled.
$267 Million worth of goods
and services purchased from AIMSC accredited suppliers.
Over $9 Million provided to support Aboriginal and Torres Strait Islander student scholarships.
UNDERSTANDING:
ENGAGEMENT:
Over 170,000 people undertaking cultural awareness training.
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Over 1.6 Million Australians working or studying in organisations that acknowledge and celebrate Aboriginal and Torres Strait Islander culture.
Over 161 Aboriginal and Torres Strait Islander organisations and communities working with RAP partners. BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
RAP’s = Reconciliation in Business
Building Indigenous Capability (BIC) Pty Ltd Brisbane Youth Service Inc (BYS) Peak Care QLD Queensland Council of Social Services - QCOSS Relationships Australia Queensland Scripture Union QLD Yarnteen YWCA Queensland Inc. Legal Aid Queensland QLD Department of Communities QLD Department of Transport and Main Roads Queensland Government (QLD) Catholic Diocese of of Toowoomba ANZ Banking Group CIC Australia Commonwealth Bank of Australia National Australia Bank (NAB) Westpac Australian Securities and Investments Commission (ASIC) Australian Taxation Office (ATO) Centrelink Department of Education, Employment and Workplace Relations (DEEWR) Department of Finance and Deregulation Export Finance and Insurance Corporation (EFIC) Fair Work Ombudsman Insolvency and Trustee Service Australia Intellectual Property Australia (IP Australia) The Treasury Australian National University (ANU) Curtin University of Technology Edith Cowan University Sunshine Coast Institute of TAFE TAFE NSW North Coast Institute University of Ballarat University of Melbourne University Of Newcastle University of Queensland - School of Psychology University of the Sunshine Coast (USC) Alcohol Education & Rehabilitation Foundation Ltd (AER) Credit Union Foundation Australia (CUFA) Diocesan Catholic Education Office (DCEO) Rockhampton Regional Group Training (RGT) Health and Community Services Workforce Council (H&CS) Principals Australia ACT Department of Education and Training (DET) SA Department of Education and Children’s Services (DECS) SA Department of Further Education, Employment, Science and Technology SA Department of Trade and Economic Development (DTED) SA Department of Treasury and Finance MaxNetwork Australian Financial Counselling and Credit Reform Association Incorporated (AFCCRA) Botanic Gardens and Parks Authority (WA) Child and Adolescent Health Service (WA) Commissioner for Children and Young People Department for Child Protection WA Department for Indigenous Affairs WA (DIA) Department for Planning and Infrastructure WA Department of Agriculture and Food WA Department of Commerce (WA) Department of Education and Training WA (DET) Department of Environment and Conservation WA Department of Health WA Department Of Local Government And Regional Development (WA) Department of Racing, Gaming and Liquor WA Department of Sport and Recreation WA Department of the Attorney General (WA) Department of the Registrar Western Australian Industrial Relations Commission Department of Treasury and Finance WA Disability Service Commission (WA) Drug and Alcohol Office WA Economic Regulation Authority Equal Opportunity Commission WA Fire and Emergency Services Authority (FESA) of Western Australia (WA) Forest Products Commission Western Australia Gold Corporation trading as The Perth Mint Horizon Power (WA) Insurance Commission of WA LandCorp Landgate
Legal Aid Western Australia LotteryWest (WA) Main Roads (WA) Midland Redevelopment Authority (WA) North Metropolitan Area Health Service Office of Energy (WA) Office of the Director of Public Prosecutions - WA Office of the Inspector of Custodial Service (WA) Office of the Public Advocate (WA) Perth Zoo Public Transport Authority of Western Australia Racing and Wagering WA Rottnest Island Authority (WA) Small Business Development Corporation (WA) South Metropolitan Area Health Service (SMAHS) State Library of Western Australia The National Trust of Australia (WA) Tourism Western Australia Water Corporation (WA) Western Australian Electoral Commision (WA) WorkCover WA Authority Advanced Personnel Management (APM) Allens Arthur Robinson Arnold Bloch Leibler Colmar Brunton DLA Piper (Phillips Fox) Ernst & Young Freehills Foundation Gilbert and Tobin KPMG Lavan Legal Maurice Blackburn PwC Sinclair Knight Merz Holdings Pty Limited (SKM Consulting) Allen Consulting Group Pty Ltd Attorney-General’s Department (AGD) AusAID Austrac Australian Bureau of Statistics (ABS) Australian Crime Commission (ACC) Australian Customs and Border Protection Service Australian Federal Police (AFP) Australian Government Solicitor (AGS) Australian Hearing (AH) Australian Human Rights and Equal Opportunity Commission (HREOC) Australian Institute of Aboriginal and Torres Strait Islander Studies (AIATSIS) Australian Institute of Health and Welfare (AIHW) Australian Law Reform Commission (ALRC) Australian Public Service Commission (APSC) Australian Security Intelligence Organisation (ASIO) Australian Sports Anti-Doping Authority Comcare Commonwealth Rehabilitation Service Australia (CRS Austalia) Department of Broadband, Communications and the Digital Economy (DBCDE) Department of Defence Department of Foreign Affairs and Trade (DFAT) Department of Health and Ageing (DOHA) Department of Human Services (DHS) Department of Immigration and Citizenship (DIAC) Department of Veterans Affairs (DVA) Indigenous Business Australia (IBA) Medicare Australia Migration Review Tribunal - Refugee Review Tribunal (MRT-RRT) Museum of Australian Democracy National Native Title Tribunal Office of Parliamentary Counsel Office of the Commonwealth Director of Public Prosecutions (CDPP) Office of The Registrar Of Indigenous Corporations (ORIC) Private Health Insurance Administration Council (PHIAC) Private Health Insurance Ombudsman (PHIO) Communities@Work General Practice Gold Coast (GPGC) National Australia Day Council (NADC) Nulsen Skill360 Australia St Vincents Health Australia Ltd (SVHA) The Fred Hollows Foundation (FHF) (National) Australian Nursing Federation (ANF) Family Relationship Services Australia (FRSA) Law Council of Australia
National Breast and Ovarian Cancer Centre (NBOCC) Royal Australasian College of Physicians (RACP) Beyond 3000 ACT Health Directorate SA Department of Health (DOH) Brisbane Broncos Australian Competition Consumer Commission Child Support Agency (CSA) City of Cockburn Department of Prime Minister and Cabinet (DPMC) Adelaide City Council Blacktown City Council Cairns Regional Council City of Ballarat City of Greater Geraldton City of Melbourne City of Rockingham East Arnhem Shire Council (EASC) Moyne Shire Council Sunshine Coast Regional Council Town of Narrogin Warringah Council ACT Council of Social Service (ACTCOSS) Amnesty International Australia Belconnen Community Service (BCS) Interrelate Knox Community Health Service Life Without Barriers (head office) (LWB) Lifestyle Solutions Mission Australia (MA) NSW Users and AIDS Association (NUAA) Oxfam Australia Reconciliation Australia (RA) Save the Children (STC) St John’s Anglican Church Mona Vale Latrobe Community Health Service Sutherland Shire Citizens for Native Title & Reconciliation (SSCNTaR) TEAR Australia The Smith Family (TSF) UnitingCare Gippsland Urban Seed Woden Community Services Inc.(WCS) ACT Government Community Services Directorate ACT Human Rights Commission Department of Health / Human Services- VIC Department of Planning and Community Development Fire and Rescue NSW. SA Department for Families and Communities SA Department of the Premier & Cabinet (DPC) South Australia Police (SAPOL) Victoria Police Taronga Zoo Whitley College YWCA NSW YWCA of Canberra YWCA Perth (WA) Youth Affairs Council of Victoria Inc (YACVic) Ainslie School Arawang Primary School Barrenjoey High School Bayside Family Day Care Beehive Montessori School Bellbird Public School Blaxland Preschool Kindergarten Carole Park State School Christ Church Grammar School Christies Beach High School Giralang Primary School Hawthorndene Primary School Heatley State Primary School Katanning Senior High School Lady Gowrie Child Centre SA Lourdes Hill College Lumen Christi Catholic College Meadowbank Public School Melbourne Girls Grammar School Mercy College Mackay Merici College Mount Barker Primary School Nagle Catholic College Rostrevor College Sapphire Coast Anglican College Southern Cross Early Childhood School St Clares College
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
St Damian’s School St Gerard Majella School St Patricks College Ballarat Staines Memorial College Stromlo Cluster of Schools The Glennie School Wanniassa School Senior Campus Westminster School Narrabundah Primary School Richardson Primary School Australian Institute of Architects Victorian Chapter BHP Billiton BP Australia Corporate Express Australia Ltd Georgiou Group GrainCorp Harvey Norman Holdings Limited Laing O’Rourke Lend Lease Corporation Limited Parsons Brinckerhoff Qantas Rio Tinto Sodexo Shell Australia Transfield Services Wesfarmers Limited Woodside Energy Ltd Woolworths Limited Australia Post Australian Centre for International Agricultural Research (ACIAR) Department of Agriculture, Fisheries and Forestry (DAFF) Department of Climate Change and Energy Efficiency Department of Infrastructure, Transport, Regional Development and Local Government (DITRDLG) Department of Innovation, Industry, Science and Research (DIISR) Department of Resources, Energy & Tourism (RET) Department of Sustainability, Environment, Water, Heritage,Population and the Arts (DSEWHPac) Office of the Australian Building and Construction Commissioner (ABCC) Committee for Perth Engineers Without Borders (EWB) Community Legal Centres Association (WA) (CLCA) Engineers Australia Planning Institute of Australia WANADA SA Department for Transport, Energy and Infrastructure SA Department of Environment and Heritage (DEH) SA Department of Primary Industries and Resources (PIRSA) SA Department of Water, Land and Biodiversity Conservation SA Water (South Australia) Chamber of Commerce and Industry WA Accor Hotels Cisco Systems Clayton Utz Dreamworld Essendon Football Club Foxtel Glasgow Smith Klein Intercontinental Hotels Group (IHG) McNair Ingenuity Research Melbourne Storm Rugby League Club Metro Screen National Rugby League (NRL) News Limited Richmond Football Club Telstra Australia Council for the Arts Australian Broadcasting Corporation - ABC Pty Ltd Department of Families, Housing, Community Services and Indigenous Affairs (FaHCSIA) SBS Corporation Tourism Australia Northern Pride Rugby League Football Club Zoos Victoria Sydney Opera House Subiaco Football Club Compass Group (Australia) Pty Ltd Cricketing Old Greats (COGS) Gadens Lawyers
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BIZPROFILE - Dr Anita Heiss
An interview with
Dr Anita Heiss Indigenous businesswomen, author and Reconciliation Ambassador
Story: Sarah Martin Photography: Amanda James
As the nation celebrated National Reconciliation Week 2012, BlackBiz caught up with internationally acclaimed Indigenous business women and renowned author and Reconciliation Ambassador, Dr Anita Heiss, who shares her reconciliation in business story.
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZPROFILE - Dr Anita Heiss
Anita, as businesswomen and a Reconciliation Ambassador, what does reconciliation mean for you personally and as a business person?
of all the non-Aboriginal women in the room standing and reading a pledge to bring others into the process. It was quite an extraordinary moment, although so too was the moment when one of the speakers suggested it was the perfect time to hug an Aboriginal woman if they hadn’t had the opportunity to do so before. For the record, I don’t want to be hugged just because I’m Aboriginal, okay?
As a business woman I make a choice every day about who I will do business with; that is, who I wish to share my skills and knowledge with, who I will build a relationship with, and quite bluntly, who I will accept a fee from. My own values have dictated that I simply won’t do business with someone who I wouldn’t feel comfortable having in my home for dinner. That is, we must share a common view of the world at a very basic level, and that includes a respect and recognition of Australia’s First Peoples.
Since then, I have spoken at many reconciliation meetings and have seen the success and sustainability of the Residents for Reconciliation movement. Indeed, I believe it is one of the most successful grassroots movements this country has seen. It has outlasted a Labor government, a Liberal government, and will no doubt outlive the current government. I know My personal view of Reconciliation has changed over this because Reconciliation Week 2011 took me time. To be honest, I haven’t always been an advocate to both Deniliquin and for reconciliation. Wollongong in New When the Council I simply won’t do business with someone South Wales, where for Aboriginal I saw the strength of Reconciliation (CAR) who I wouldn’t feel comfortable having in conviction the supporters was set up in 1991, I of reconciliation had, and my home for dinner. was all of twenty-two I was blown away by years old and had a the warmth and generosity of spirit of all those who very simplistic view of it. I thought it was bizarre to participated in the events I went to. have a government appointed body established to
“
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essentially tell whitefellas to respect and be nice to Blackfellas. I told you my view was simplistic. I was also annoyed that, as an Aboriginal person, I was expected to participate in the process, because it was ‘Aboriginal reconciliation’ (that is, for us), while non-Aboriginal people could choose whether they participated or not. I kept my distance from anything reconciliation related until 1997, when I was living on the Gold Coast and received an invitation from my friend Jackie Huggins – a member of the CAR for six years – asking me to attend a women’s reconciliation dinner in Brisbane. I went because Jackie was and remains one of my dearest sisters. It was at that dinner, where 400 women were squeezed into a hall that officially held 250, that I had my epiphany. I was confronted by the reality that there was a whole grassroots movement of Australians wanting to live respectfully and peacefully alongside Aboriginal people, who were happy to be part of a process that made that possible. At the dinner, I recall getting up on my chair to take a photo
The reconciliation movement highlights for me the importance of symbolic gestures. One of the most significant of these was Prime Minister Kevin Rudd’s Apology to the Stolen Generations on 13 February 2008, when he said ‘Sorry’ on behalf of the Australian government ‘for the laws and policies of successive parliaments and governments that have inflicted profound grief, suffering and loss on these our fellow Australians …We apologise especially for the removal of Aboriginal and Torres Strait Islander children from their families, their communities and their country.’ But there are others acts that are also necessary to not only recognise and respect Aboriginal Australians, but also to build bridges between Black and white Australia. This includes acknowledging country at events, meetings, festivals and in Parliament. There are those who think otherwise, like the Premier of Victoria, Ted Baillieu, who was quoted in a statement from his office in May 2011 as saying, ‘Acknowledgement of Country is not mandated, never has been, and nor should it be. The Coalition
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BIZPROFILE - Dr Anita Heiss
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Government believes that such acknowledgements may be diminished if they become tokenistic.’ Contrary to his thoughts on the matter, I was pleased that only days after this statement, on my visit to Melbourne to be part of the Long Walk and the Emerging Writers Festival, everyone I met supported maintaining the status quo on that front. It is not tokenistic to acknowledge country unless in your heart you don’t mean it – if the act means something to the individual, then without question it is of value. And it will always mean something to the traditional owners and caretakers of country where an event is happening. Another important gesture is flying the Aboriginal flag at schools, Local Government Council buildings and town halls. While I was disturbed that my visit to country NSW in 2011 revealed that some Local Council’s choose not to permanently fly the Aboriginal flag, I’m grateful that my own Local Council in Randwick and many other Local Councils do fly the flag full-time. This symbolic gesture is a basic 10
recognition that a government building stands on the traditional lands of a specific Aboriginal group. Quite simple, really. When I drive along the street in any town or suburb and I see the Aboriginal flag flying, I don’t say to myself, ‘Well done!’ Rather, I say, ‘About time.’
Anita, can you tell us a little about your business story, when and how did you get started as an author and building your career and business? I set up my consultancy in 1994 under the name Curringa Communications, with the aim of providing research and publicity services. I had a BA(Hons) in History from UNSW and two years researching, writing and experience with Streetwize Comics in Sydney. My first big jobs (well, considered big at the time) were doing social research with then Keys Young (now Urbis) and doing the publicity for the annual Survival Concerts in Sydney (now known as Yabun) on January 26. Since then I have returned to study completing my PhD in Communication and Media through UWS, working as Communications Advisor for the BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZPROFILE - Dr Anita Heiss
Aboriginal and Torres Strait Islander Arts Board of the Australia Council, and as Deputy Director of the Warawara Department of Indigenous Studies at Macquarie University. All the while, I have maintained my consultancy, doing many freelance writing jobs, attending festivals and occasionally project managing writing events and workshops. In 2006, I left Macquarie and took the risk of becoming a full-time writer, and through working with my lifecoach Geraldine Star, devised strategies and set myself goals to reach. My main decision what that I would only take on work that furthered my writing, publishing and public speaking profile.
clients or potential clients understand that being an author is not a hobby. That this is my career-path, and I am running a small-business. I am also registered for GST, have bills to pay, and I want my business to grow. I can’t tell you how many people (on salaries themselves) contact me and ask me to present or perform without having factored in a speakers’ fee. My view is if you are being paid yourself then don’t ask me to work for free. I have a scale of fees (this varies on time to prepare and present, travel involved, government or corporate or NFP, and so on) and I negotiate from a base-fee. I make the choices on what I will do pro-bono, not the client.
An average week for me now has me travelling outof-town to work in schools, present at a range of conferences or festivals, run workshops in libraries, research a travel story or a new novel. I am exactly where I want to be – except that I miss my bed of course!
What business tips or advice can you give to other budding Indigenous entrepreneurs out there?
What have been your inspirations along your business journey pathway?
• Know your value: don’t expect a client to value your work if you don’t value it yourself. Find out what you are worth in the marketplace and cost your services accordingly. This is where being a member of a professional organisation is useful.
I’ve been inspired by watching Indigenous women like Terri Janke and Robynne Quiggin thrive in her own businesses. Of course Terri Terri Janke & Company is the longest-running Indigenous-owned law firm in Australia (and she went on to be NAIDOC Person of the Year in 2011) and Robynne also ran VincentQuiggin Legal & Consulting Services for many years before taking on her current role at ASIC. Seeing them manage workloads, staff and maintain integrity in their very serious professions meant I always had a high bar to reach, and that was important for me.
As an author and businesswomen, what are some typical business challenges you have encountered in the business world, and how did you tackle these challenges? Being an author and businesswoman are not separate in my life today. My writing life is my career, whether I am running creative writing workshops in schools, attending a festival or delivering keynote addresses at education conferences. Today, ‘being an author’ is part of the ‘Anita Heiss brand’. Some of the challenges I’ve faced include making my
• Time is money when you work for yourself. Outsource the tasks you are not proficient in, whether it be research, administration or IT issues.
• Acknowledge the role of marketing in building your brand and develop an appropriate strategy to best showcase your services and products. • Invest in business advice either through joining professional associations, subscribing to relevant publications, hiring a business coach / professional mentor. • Know your competitors in the marketplace – what are you doing differently? Develop your brand around what makes you unique.
For more information on Anita’s incredible and inspirational business story and journey, visit her business website www.anitaheiss.com and read her latest book Am I Black Enough For You? Available through Booktopia: http://www.booktopia.com.au/ am-i-black-enough-for-you-/prod9781742751924. html
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BIZTECH - Lillian Haase
How To Use Facebook to Grow Your Business
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.
F
acebook is just an extension of the natural things we do socially. With this in mind, when you’re on Facebook with the intention of growing your business, remember to behave in the same way that you would socially face-to-face with people. For instance, when you socialise face-to-face with people do you constantly push your business or current promotions? Probably not, right? Even at a business networking event someone who overly pushes their business can alienate the very people they want to attract. And it’s the same with social media. You can grow your business by maximising Facebook’s potential as a place to network, gather leads, and earn referrals. Try not to be like an overeager sales person and instead just be yourself, be helpful, and pay attention to people who engage with your business.
Where to Start
Using your Personal Profile Page In my experience, the most your Personal Facebook Profile Page can do for your business is allow you to get closer to your actual friends and as a result they may send you an occasional referral. However, some people and artists have built their brand around their name, and in those cases there can be huge rewards from using a Personal Profile to promote a business. In this case, the principles listed below for Business Page’s also apply to Personal Pages. If you decide to use your Personal Page to build your network and business make sure that everyone who is a friend with you on Facebook knows what business you’re in (i.e. put it in your ‘About Me’ section). Be careful what you post to Facebook too (pictures of you drinking cocktails or being hungover aren’t likely to inspire trust). Also, upload your email database to Facebook once a quarter and invite everyone to become a friend.
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The first thing to decide is will you be using your Personal Facebook Page to build your network or will you use a Facebook Page tailored to your business? 12
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZTECH - Lillian Haase
Using a Business Page To start a Facebook Business Page go to https://www.facebook.com/pages/create.php
What to Post Two key things will help you gain the trust of people in the community and strengthen relationships, they are…
1. Help People You can help people by posting non-promotional messages on your Facebook Page. Such as: • Give good advice related to your area of expertise • Entertain people with an interesting link, joke, or comment • Ask a question on your wall that starts a discussion The principles are the same as the Personal Page, however, in addition:
• Link to good articles and videos that you recommend
• If you have a Twitter account you can integrate it with Facebook. This means anytime you post something Twitter it’ll show up on your wall.
In addition, if you have authored an article or produced a video for your business always post a link to it on your Facebook Wall. What often happens is that your video or article will get shared all over the internet. And keep in mind that the more helpful and entertaining it is, the more it will be shared.
• Keep posts positive and informative. Don’t talk about how tough the market is - educate and inspire people instead. • Start a Discussion on your wall. One of the best ways to promote your page and drive traffic to your website and product is by starting a meaningful conversation on your Facebook page. You can do this by asking a question or setting up a poll. • Make the most of the “About” section and place a lot of information about your company in there including a link to your website and contact details. • Add a ‘Welcome page’ that includes a free gift (like a short ebook full of tips) for visitors with an Optin section so you can collect email addresses of people who download the free gift. • Use the ‘Events’ facility in Facebook to invite people to attend any upcoming functions.
The sharing of helpful information gets people talking about you or your business as well as keeps people engaged with your brand. Over time you’ll see an increase in interaction as you continue to provide useful and relevant information to people. So, make frequent updates - the more you post to your wall the more people will see and be exposed to your page. When posting, it’s also important to remember that people aren’t always shopping or looking for information while logged into Facebook. Most the time they’re there to enjoy themselves and once in a while learn something if they’re interested in a topic. So, when you choose what to post, ask yourself, ‘Why should someone ‘Like’ your page anyway? What’s in it for them? Is it enjoyable for them to know you? To interact with your business online?’
Follow Us: BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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BIZTECH - Lillian Haase
... 2. Talk Back When people respond to your posts be sure to say something back to them. This shows that there’s a real person behind the business which can engender trust of you and your company in the Facebook community. For instance, say an accountant has a page on Facebook and they post an article about donations and tax. Someone then comments on that article but the accountant doesn’t respond to that person’s comment. From then on, every person that visits that accountant’s page in the future will see that they don’t talk back and figure that they aren’t very engaged with people online. They then move on. However, if the accountant did respond to comments it would demonstrate to visitors that there are real people behind the page and those people care enough to respond.
Suggested Ways to Promote Your Business on Facebook • Invite fans and friends to privately email you if they are interested in being contacted about your product or services. Do this with posts and in your ‘About’ section. • Offer a free give-away to your network. Make it so that to get the gift people need to give their name and email address in exchange. Then you can email them later if you have a special offer or just want to introduce yourself and thank them for ‘liking’ your Business Page.
This simple engagement can win a lot of trust with future visitors and prospects who are checking you out online. If people who are engaged with you online can get to know you and can see some humanity and transparency behind the brand, your trust factor goes up ten-fold. It’s the interaction, or talking back, that makes using Facebook a social experience for yourself and visitors. By participating in conversations you get to experience a networking service for your business. If you’re wondering if it’s worth it, remember, people talk. That’s life. So when you treat one person well they can tell hundreds more people very quickly with modern technology. So, it’s worth the investment of time in order to gain the word-of-mouth traffic.
• Overall, to Grow Your Business with Facebook do the following:
• Consistently provide entertaining, useful information and helpful, genuine advice to your prospects, potential prospects, and your network in general
Social media is (generally) not a place where you try to make direct sales but, it is a place to get leads that you then follow-up on.
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• Use paid Facebook’s Paid Advertising facility to gather leads and get brand exposure.
• Make as many friends online as possible and invite them all to ‘Like’ your business
Promoting Your Business
As mentioned earlier, over-promoting your business is rarely effective on Facebook and other social sites. So you need to be smart in the way you interact with people. There are ways to market yourself on Facebook without being a pest though.
• Post any special offer you have on your wall no more than once per week. BUT, I recommend that you only post sales messages if you have posted at least 2 useful, non-promotional posts that week as well.
• Talk back to everyone who responds to your posts • Don’t over-plug your sales and promotions
Next edition I’ll share some tips on using paid advertising on Facebook, Google, and mobile devices.
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
ARTICLE - ASNSW
Aboriginal Employment Program wins Health Award I
n a fitting ceremony held on the evening of National “Closing the Gap” Day this year, the Ambulance Service of NSW (Ambulance) was announced as the winner of the 2012 NSW Aboriginal Health Award for “Closing the Gap through Innovation and Excellence in Workforce”. The focus of this year’s awards was a reflection of the NSW State Government key priority of “closing the gap in health outcomes between Aboriginal and non-Aboriginal people” and brought together a variety of individuals, teams and communities dedicated to delivering high quality care and improving the health outcomes of Aboriginal people in urban, rural, regional and remote Aboriginal communities throughout NSW. The Aboriginal Employment Program is a targeted program designed to increase the representation and retention of Aboriginal staff, particularly in frontline roles. The program took a holistic and integrated approach providing strategies and initiatives aimed at encouraging Aboriginal people to regard Ambulance as an employer of choice, addressing the barriers that prevent Aboriginal people from pursing an Ambulance career, and improving workplace culture and the retention of Aboriginal employees by promoting and enhancing workforce cultural competency. Like many other emergency services, the workforce of Ambulance traditionally comprised males from nonAboriginal backgrounds. This has meant that in the past, paramedics have not fully reflected the diversity of communities they serve, particularly the Aboriginal community. Further, the potential for Aboriginal paramedics to improve overall health outcomes for Aboriginal people through the delivery of culturally sensitive pre-hospital care and contact with those communities has not been fully realised.
(L to R), Rhoda Roberts MC, Louise Ashelford (Acting Director Workforce), Vaughan Parsons (Acting Manager Healthy Workplace Strategies), The Minister for Health Jillian Skinner MP, Anthony McBride (Paramedic Tuncurry Station) and Callista Bryan (Aboriginal Employment Coordinator).
The Aboriginal Employment Program has provided notable results and early trends in the first three years, with double the number of Aboriginal recruits entering trainee positions within a year and the same number of additional Aboriginal recruits sustained in the following year. As a result, Aboriginal workforce participation increased from 1.3% in 2009 to 1.8 % in 2011. Further, there has been an increased demand for Aboriginal paramedics as role models at various Aboriginal community forums within the past 12 months. Congratulations to the Ambulance Workforce Unit for all their hard work and continued dedication to the Aboriginal Employment Program.
For more information about the program, please contact Callista Bryan, Aboriginal Employment Coordinator, Ambulance Service of NSW, on (02) 9320 7644 or email: cbryan@ambulance.nsw.gov.au
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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BUSINESS FEATURE - Paul Newman
A SMART Business Plan Template In the previous edition of BlackBiz we introduced the SMART Business Plan concept as a guide to help you begin thinking about the benefits and process of writing a suitable business plan for your business and or your community enterprise. We highlighted that the SMART Business Plan concept is not new, and in fact many successful businesses, both small and large around the world have been using and applying elements of a SMART Business Plan approach for their business.
S – SIMPLE: 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. M – MEASURED: being 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. 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. R – RECOGNISING: 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 likely hood of blockages occurring in parts of your business model. T – TIMELINE: having clear and achievable timelines in place for doing business and achievement of set business goals and objectives.
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BUSINESS FEATURE - Paul Newman
With the SMART Business Plan concept in mind, take a moment to review the following sample Business Plan template information from www.business.gov.au to get an idea of the type of structure and key sections of a typical business plan: • A cover page for business plan document: Having a professional looking cover page for your business plan document is essential, as it provides a first impression of you and your business model, particularly if you are seeking bank finance or investor funding. • Executive summary: an overview of the whole concept or business This is the first section of your business plan but the last one that you prepare. It outlines the key points of your business plan in one page. • Business profile: a description of your business This section provides details of your business-its name, location and purpose. • Product or service and market analysis: your chosen market and your position in the market This section identifies, describes and analyses the products and services that you provide, your target market, your market share and how you plan to get it. • Marketing plan: your strategies to attract and keep clients This section describes your marketing strategies, product decisions, market segmentation, pricing policies and methods of payment, distribution, advertising and promotions. It explains who your clients are and what and why they buy from you. • Legal and risk management plan: what if? This section identifies potential impacts on your business (both positive and negative) such as a greater market demand or a depressed economy. It contains contingency (what if) plans that you can follow to avoid losses or make the most of opportunities. • Operating plan: how the business works This section summarises how your products are made or how your services are provided, premises and lease terms, plant and equipment, materials, labour, technology and environmental concerns.
• Management and personnel plan: your skills and experience This section reviews personnel functions, job descriptions, policies (including employment, dismissal and anti-discrimination guidelines), work force planning, skills development and training. • Finance plan: your investment, expected turnover, estimated profit and cash flow projections This section lists business establishment costs, break-even sales, profit and loss and cash flow projections. It explains your funding arrangements including sources of funds. If being used for a finance application, it will show how funds will be repaid. • The action plan: what you´ll do and when This section identifies the activities and tasks needed to achieve your goals, the resources that are needed and the personnel responsible for tasks and timelines. • Appendices This section includes information to support or expand any of the above, such as business references, client testimonials, qualifications, detailed product information, consumer research data, environmental audit procedures, financial projections and statements, contracts and legal documents. Now that you are thinking of writing your business plan, the next thing to decide is – Do you have the time to research and write the business plan yourself; or do you engage the assistance of a professional business consultant, industry group or government business agency like Indigenous Business Australia (IBA). A final business tip – Remember, don’t waste time trying to write the perfect business plan. When you have written your business plan, don’t let it sit on the shelf gathering dust, use it as a working document as you begin implementation of your business venture, and make adjustments to it as you go along and learn in business.
Good luck and successful business planning!
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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ARTICLE - ASB Community Forum
ASB Community Forum: 1000 Indigenous Accountants in a Decade I’m 21 and dream of a day where “Aboriginal people in Australia are financially strong and independent; when Aboriginal people are empowered business people, and recognised as valuable contributors to the Australian economy.
”
Sarah Hyland ASB Indigenous undergraduate student UNSW Coop Scholar year co-op scholar
A
s the Australian School of Business (ASB’s) Indigenous Program Coordinator, I am passionate about playing my part in making dreams like Sarah’s a reality through connecting people and providing real opportunities to share stories, experience and expertise and access the best programs and pathways to effect real and long lasting change. Learning about the national initiative ‘1000 Indigenous Accountants by 2021’ led by Relationship Manager - Indigenous Strategies: Gavin Tye and funded by Australia’s three professional accounting bodies: CPA Australia, The Institute of Chartered Accountants in Australia and the Institute of Public Accountants it was clearly another opportunity for ASB to contribute. Especially with our strengths in our School of Accounting we are well placed to champion and contribute to the work of Gavin and the Accounting bodies. So on Thursday 24th May 2012 in partnership with Nura Gili Centre for Indigenous Programs we hosted a Community forum to promote pathways for Indigenous students to access study and career avenues to become professional accountants. Our 18
forum participants included: Indigenous high school and TAFE students, ASB undergraduates, Community leaders working in business, education, media and government; representatives from professional accounting bodies and corporations. Following a heartfelt Welcome to Country by Ron Timbery, our Dean Professor Alec Cameron shared his welcome to ASB and our commitment to Indigenous Business Education followed by an introduction by Gavin Tye. Icebreakers included small groups sharing yarns about personal strengths and how they can be applied in the business world, working on real life scenarios covering budgets, monthly forecasting and management accounting. Themes included exploring how a family would save enough to take Nan on a surprise visit to family in Nowra, considering June’s forecast at the local Aboriginal Land Council, and working as an intern at NSW Treasury considering agencies’ tenders for an Indigenous employment mentoring program. Our forum also included panel discussions with key speakers with Indigenous role models and leading BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
ARTICLE - ASB Community Forum
experts in the field, such as two ASB Alumni: Anthony Ashby of Ashby & Co. Chartered Accountants and Ron Timbery, Finance and Compliance Officer at La Perouse Local Aboriginal Land Council. Anthony shared some of the challenges of having been the only Indigenous undergraduate studying for the Bachelor of Commerce at the time and his resolve to succeed in his studies and chosen profession, not least to enjoy a good lifestyle for his family; an ambition now realised. Anthony set up his successful Accounting firm Ashby & Co. Chartered Accountants in 2000, having progressed through the ranks in a number of leading Accounting corporations both here and overseas since graduating in 1995. Ron Timbery discussed how as a mature student he came to UNSW from the TAFE sector and how in his current role as Financial Controller with La Perouse Local Aboriginal Land Council, he builds on his considerable experience in the public sector and his Bachelor of Commerce degree to clarify and communicate with community members and stakeholders the implications of different financial choices and decisions. Throughout the day everyone engaged candidly with the challenges, contributions and positive impacts of having more Indigenous accountants including how to make accounting interesting. People shared their thoughts including: • Emphasise the relevance to self-direction and choice for Indigenous communities • Opportunities for the individual to travel overseas • Financial benefits for the individual: earn big $$$ (eventually!) • White collar work – safe, clean, not physically exhausting, use your brain • Power & influence • Influence change in your own community • As an Indigenous accountant, you can ensure Indigenous communities are well advised and well represented.
• Improve community governance • Equip the community to credibly show progress toward goals: let the numbers tell the story • Grow Indigenous critical awareness of financial issues; prevent inadvertent mistakes e.g. by Land Councils. • Make accounting “SEXY” - LA Law-style TV series • Focus on the benefit and value of accounting • Spread the message through networking and word of mouth information The sense of the forum gave testament to the relationship between business knowledge and practice as a key driver for Indigenous empowerment and shaping a better future. As Sarah Hyland shares: “Financial control plays a key role in any organisation, large or small. It’s important that we, as Indigenous people are able to influence and understand policy decisions through ownership and understanding of financial information.” The ASB Community forum: 1000 Indigenous Accountants in a Decade was developed by Rebecca Harcourt in consultation with Gavin Tye, Sharon Gray National Business Development Manager Indigenous Jobs Australia, Fairfax, Maxine Greenfield , Partnerships and Industry TAFE NSW Western Institute, Jeremy Heathcote Indigenous Employment Coordinator, Nura Gili, Associate Professor Peter Roebuck, ASB Head of School of Accounting, Dr. KarMing Chong, ASB Senior lecturer in Accounting, Sarah Hyland, Mackenize Russell and Steven Fogarty ASB Indigenous students. To learn more about what ASB has to offer Indigenous students, please contact Rebecca Harcourt, Indigenous Program Coordinator on (02) 93859746 or rebecca.harcourt@unsw.edu.au To view excerpts from ASB Community Forum filmed by Yale McGillvray, an Indigenous student at COFA- College of Fine Arts and learn more about Nura Gili Centre for Indigenous Programs at UNSW check out our website: http://www.nuragili.unsw.edu.au/
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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MARKETING MIX - Tamar Ferhad
Four P’s of Marketing
Building on your foundation for an effective marketing strategy
B
ased on the previous Marketing features of BlackBiz, you should be prepared to now consider your business marketing strategy. You should by this stage have a strong understanding of who your customer target market is, what they like/dislike, how much of their hard earned money they will part with for your product/service and the way in which you want your market to perceive you, through your unique marketing message. The work you have done, now leads you to the path of defining your 4 P’s of Marketing; Product, Price, Place and Promotion.
PRODUCT
If you have done your market research, you should know if people want your product or not, and if not, you have to think about it now. An 11 year old was commenting to me about the spinning tops her brother had accumulated. These spinning tops had a catchy name for kids, which I don’t remember, but the point of these spinning tops was to collect all of them to achieve some sort of fantasy childhood status of superior being. The very astute 11 year old said ‘but they’re only spinning tops’ and she did not understand the fascination in them and the need for her younger brother to want to collect all four of them. This is an example of a very simple product which has been around for hundreds of years. The marketers cleverly repositioned the product by giving it a name, associating it with a childhood status symbol and boys aged 6-10 feel the need to have it, and to collect all four of them. So if you think about your own product/service, is it innovative? Can you reinvent it and make it gimmicky enough like the tops, to make them attractive again? Or can it help improve people’s lives? Is it an improvement on what exists in the marketplace?
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
MARKETING MIX - Tamar Ferhad
PRICE
What does your price say about your product? What is the perceived perception? If we consider how cars are priced let’s compare a Porsche Boxster and Toyota Camry:
Porsche Boxster
Toyota Camry
$118,127
$34,990
High social status
Family car
Single male driver
Reliable
Racing
Quality
A Porsche represents the ability to drive as a sport and the inability to put a family in the back seat (mainly because it doesn’t exist). The price also suggests you are spending an income which is disposable and does not have to support a family. A Toyota Camry represents quality and reliability because although it is much less expensive than a Porsche, it still may not be affordable for a lot of Australian families. Therefore, as the price suggests reliability and quality, it can be suitable for people with young families and hence their precious cargo. Pricing can make the difference between lots of selling, and nothing at all. When you are considering pricing, you have to know what your competitors are doing, and how that works with you. Is your product or service of higher quality, and therefore, can you charge more? If you are introducing a higher quality product, does your market want it? Is the perception with the higher price equal to the quality you are adding? Or is the additional quality overkill and only you think it’s a good idea?
PLACE
Where is your product/service found? To get a better appreciation for place, you need to look at shelves at one of the larger supermarkets. Go to the cereal aisles and make note of what cereals are at your eye level, then examine the products above and below your eye level. The placement of products in a supermarket is like real estate. Location, location, location. Countless negotiations occur between suppliers and the supermarkets about where their product is placed. And in these instances, it’s a bit of a vicious cycle difficult to crack if you have a new product competing with the well-known brands. The supermarkets will make decisions based on turnover of product, and how much the supplier can provide, which is why, if you have a new product with no track record, your product will probably be placed at the top of the shelf where an employee needs to grab a ladder to reach it for you. When you are examining where your product/service is placed, do you need to go out to businesses and sit in front of them to demonstrate your product/service to be visible? Or is your shop in a centre with a lot of walking traffic?
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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MARKETING MIX - Tamar Ferhad
...
PROMOTION
Promotion is probably the one “P” which is most commonly associated with marketing, however, as you’ve just learnt, that it’s only one part of the marketing mix. Promotion involves the ways in which you will promote your product/service to your customer target market. As you have a very clear understanding of your target market, your promotional strategies may includes some, or all of the following: • • • • •
Telemarketing Events including trade fairs Social media - Twitter, Facebook, LinkedIn, Blogs In-house newsletters Competitions
Remember, a well thought out and effective marketing strategy is an essential business tool in the ever -increasing competitive business world. If you’re still unsure of where to start, don’t be afraid to seek out available professional marketing business support and mentoring services like the Black Pages national
• • • • •
Direct Sales Advertising in magazines, bill boards, online Website and search engines Direct marketing Public Relations
on-line Indigenous business portal www.blackpages. com.au, and available government agencies like Indigenous Business Australia (IBA) www.iba.gov.au and relevant industry associations, to help develop and guide your business or community enterprise marketing strategy.
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZTECH - Ashur Lazar
Did you know that stats are your best friend?
I
n life I’ve found that the more information you have (like reliable statistics) about a certain situation the better informed you are, and the easier it is to make decisions that lead to desirable outcomes. Well, it’s exactly the same with a website. Creating a great looking website, with amazing content and then launching with an online marketing campaign is only really the first step when it comes to achieving success online. Unfortunately it’s also where most businesses stop, thinking that the job is done and they can just sit back and wait. Really the next step for achieving success is finding out what people are doing when they are on your website. It’s really the key difference between success and failure. How do you know if you are achieving your online goals if you for instance don’t know how many people are coming to your website, how long they are staying there, how they found you and what pages they are visiting? How do you know if that perfect piece of content you wrote has worked or not? The answer lies in stats, web stats really and Google Analytics more specifically. Adding Google Analytics to your website gives you a powerful tool in judging the health of your website on a day to day basis, for both corporate companies and not for profit community enterprises. You can add a new page of content or create a new sales campaign and almost immediately find out if that new change has had a measurable impact and then adjust accordingly. Either recreating
that content if it failed, or putting more emphasis if it succeeded, while always learning through the process. Next time you speak to your web developer or if you are just starting out with a new website, make sure they add Google Analytics to your website and that they train you in how to use it. It can become a powerful tool in achieving your online goals.
Additional Information Google Analytics http://analytics.google.com
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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BUSINESS FEATURE - Sarah Martin
How to write an exciting media release
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BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BUSINESS FEATURE - Sarah Martin
W
orking with media is an area that can make your business an overnight sensation; however it’s also an area that not a lot of Indigenous corporate companies and community enterprises have really jumped on board with. Which is a shame for two reasons. One being that media really seem to lap up positive stories about Indigenous people doing well, as there’s often so many negative stories in the press. Another is, by being proactive and going to the media with your story, you are shaping the outcome of the story instead of having to always react to someone else’s issues or press.
So how to go about it? One of the best ways of approaching the media is with a media release, as you are the one writing the story you want to tell. A media release is a way of providing the media with information in a form that gives them all the information they need to tell your story, and provides them with all the contact numbers to follow up if they do decide to tell it. A media release can contain information such as the work your business is doing, a new product release, the signing of a new contract or making comments on issues and trends. However the main rule is that all releases have to be newsworthy because the media get hundreds of media releases across their desk, and will only pick it up if its something new, up-to-the minute and of interest to the readers. I can hear many of you saying now, well how am I supposed to know what‘s newsworthy? I’m a business-person not a journalist! Don’t be put off if you’re not really sure whether your story is newsworthy or not. That comes with practice and also reading stories in the newspaper and seeing what they consider good news. Try jotting down a few dot points about yourself and your business. Is there a human-interest side to the story that will capture their attention? Have you overcome any obstacles to get where you are today? What are your achievements or milestones? Don’t just tell them for example, that you’ve started a new business or created a new product, as that just reads like a paid advertisement, but instead tell them about why you started your product or business as that comes from your own experiences and this human side of the story is what makes it newsworthy. BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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BUSINESS FEATURE - Sarah Martin
... I’ve found it also helps to find facts or statistics to give you that angle as well e.g. When I was writing a story about Indigenous business I went to the Australian Indigenous Minority Supplier Council (AIMSC) website as they are the national body representing Indigenous business. It told me that Indigenous Australians are only one-third as likely to own their own business as non-Indigenous Australians. Which is why, if you’re wanting to write about your Indigenous business, you’ve already got figures like this that show you’ve had a lot more to overcome to get to where you are now. Just make sure your figures come from credible sources like AIMSC, where statistics have been properly researched. Government websites are also often a good place to find these statistics. There’s a general structure that media releases take to ensure that it is set out in a way that will be easily understood by the journalist at the other end of the fax or email receiving it. • I put “Media Release” or “Press Release” in bold in the top corner or header and the date clearly visible in the other corner so people know that this is a media release and the item is current. • I also use a catchy phrase title at the top of the media release to get people’s attention e.g. “Indigenous business dressed for success” vs “Indigenous business meet up at a conference” which is what the story is about. If you’re not sure how to do this just go to the newspapers and see how they write catchy headings. • In the first paragraph you summarise what the media release is about i.e. who, what, when, where, why, and how. e.g. This April, Indigenous businesses from across Australia will gather at AIMSC Connect to show the corporate world what they’re made of.” • The next item you should include is a quote from the person whose company or product you are trying to promote. Most media appreciate being provided with the contact number of people from Indigenous organisations who are willing to be quoted, as they often find it hard to find someone 26
willing to speak on Indigenous issues. May be there’s a bit of that shame factor still going on, which stops many wanting to speak publically. But what this means in reality is that person or organisation misses out on the opportunity to put their view or product forward, so the story either comes out one-sided or doesn’t come out at all. Just imagine how different most newspaper stories on Indigenous issues would be if there was as many Indigenous people willing to speak on issues affecting them, as government or ‘experts’ who work in this area. • At the end of the media release make sure you add the contact details of either the person interviewed or the person who they can contact to find out more information. This should include a contact name and telephone number, preferably a mobile number as media work 24 hours a days and expect to be able to contact someone at anytime to be able to follow up on the story.
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BUSINESS FEATURE - Sarah Martin
I’d also attach a photo if you think it could help sell your story or suggest a photo opportunity. Remember a picture tells a thousand stories. Usually, if they’re interested, newspapers will send their photographer to take their own photo, but often, especially with local papers, they don’t always have the resources to send a photographer so it’s worth sending a photo in and also taking photos to capture an event. Finally who or where to send the media release to once its written? Find out the name and direct email address of the most appropriate person in your local paper or trade journal/newspaper/magazine/radio station. Usually it’s the editor or news editor, and they usually have an email address listed in that paper that you can send news or media releases too. Knowing how to write a media release will help you gain publicity and become known as an expert in your field, which is a great way to help your business grow! There are media professionals like myself out there who charge a fee, but I’ve also found that departments in universities that do public relations or journalism are happy to supply their students to write a story so they can get some practice.
With the work I’ve done with my partner, running Aboriginal programs across NSW and Queensland, I’ve always found the media are only too happy to come along and do a good news story. I’ve found most journalists have a lot of good will about telling a positive Indigenous story or even being approached by Indigenous people to tell their side of the story on an issue. These journalists tell me they just don’t have enough Indigenous people willing to talk to them. Remember, if your release is an opinion piece on an issue, you’ve got to be prepared to take questions from journalists, especially if the subject matter is highly interesting or controversial and its worth doing your research so you can back up what you’ve got to say with facts. There are also many helpful professional media support services out there, like www.blackbiz. com.au that can help your business or community enterprise with writing and managing all your written media release and associated public relations activities. So, good luck. Give it a go and make your business an overnight sensation. You’ve got nothing to lose, but a lot to gain in terms of free and valuable publicity for your business or community enterprise.
0011000011101000111000001101011101 0001100 00110000111010001110000011 Web Browsers 010111010001100 0011000011101000111 What web browser are 0000011010111010001100 001100001110 you using to surf the 10001110000011010111010001100 00110 internet? 00011101000111000001101011101000110 In May 2012, Chrome was the most used web browser in the world. 0 Internet 001100001110100011100000110101110 Explorer Firefox Chrome Safari Opera 10001100 00110000111010001110000011 18.1 % 35.2 % 39.3 % 4.3 % 0011000011101000111 2.2 % 010111010001100 Find out more web statistics at: 0000011010111010001100 001100001110 http://www.w3schools.com/browsers/browsers_stats.asp 10001110000011010111010001100 00110 27 00011101000111000001101011101000110 Chart 1
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40%
36%
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZPROFILE - Print Junction
PROFILING: PRINT JUNCTION
2012 AIMSC Certified Indigenous Supplier of the Year
Blackbiz recently caught up with Adelaide based award winning Indigenous family business Print Junction, and asked family members to share with us some of their inspirational business success story.
F
amily owned award-winning business, Print Junction, has been operating for fifteen years now. Mother and Daughter who’ve both been in the business since it started, talk to BlackBiz about the highs and lows of running a small business, and about the journey it took to become the 2012 Australian Indigenous Minority Supplier Council (AIMSC) Certified Indigenous Supplier of the Year. “My dad was state manager of a large printing organisation based in Adelaide and when his father got crook, dad took a few months off to look after him, and he tossed up the idea of starting our own family business,” daughter and Office and Creative Manager 28
of Print Junction, Leah Torzyn said. “I told him I was up for it. I’d been working at an engineering company in administration so had experience managing an office.” Leah’s mother, Sheila Torzyn, who had to keep her job at the Aboriginal Hostels for the first few years while the business got started, tells of the excitement of getting their loan to start up the business. “We used some of our funds and got ourselves a loan,“ Sheila says. “Then we drove past it for days and said that’s our place. We got ourselves a single colour press and every-day I used to ring my husband and ask if anyone had phoned until finally we got ourselves a couple of orders. It was hard
BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
BIZPROFILE - Print Junction
running the office and doing the graphic design and finally I said to my family, we need another designer. IBA have been a great support as they’ve provided us with a business mentor who has helped guide us in the right direction regarding growth and development. “It can be difficult to hand over the ropes,” Leah adds. “This business feels like my baby as I’ve been with it from the start. I find it hard to take time off as I worry about letting customers down. There are so many printers around and if you let them down, they will go somewhere else.
at the beginning. Leon and I didn’t claim any income. We just made sure the bills got paid.” Leah believes its customer service which is one of the keys to their business success. “We live in a world of instance and urgency and people expect you to respond instantly, “Leah says. “I do find it very demanding, however the trade-off is being in control of your own destiny. I know what I put into it I will get out of it.” Leah feels that times have changed for Indigenous run organisations since they first started up business fifteen years ago. “When we first started there wasn’t much support for Indigenous business but dad had some contacts as he’d been in the print industry his whole life. He went from being in a suit and tie every day, back to running a printing press as that was his trade from when he was a teenager. Two years later my brother, Nathan, finished his printing apprenticeship and joined us.”
Sheila Torzyn says she and her husband are now looking forward to winding down. “Hopefully in the next four years, Leon and I can step back and the kids can take over. Leon and I will leave the business knowing it’s in good hands.” Leah concludes: “Our biggest challenge is finding good people to employ and keeping up with rapid changes in technology. I enjoy my job and I still get just as excited about an order for 100 business cards as I do a 10,000 brochure run. It’s been rewarding working in a family environment. We don’t have a weak link here, we all get along and work together well, everyone puts in.”
For more information, visit the Print Junction website at: www.printjunction.com.au
Asked whether its different being an Indigenous business, Leah responds that they are in an industry (printing) where it doesn’t matter what your background or culture is. “You just have to work your butt off. We’ve grown slowly and we continue to grow conservatively. We haven’t gone gung ho. Even now, with the digital era and rapid changes in technology we make decisions wisely and with care” Asked the ingredients to successful growth Leah emphasizes the importance of growing by having good staff. “It’s often hard to know when to take on that next person. I was working seven days a week BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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INDIGCAREER PROFILE - Sarah Hyland
Welcome to our new BlackBiz Indigenous career profile segment, where we will provide regular Indigenous student tertiary career profiles of our future Indigenous business and career professionals and community leaders. BlackBiz recently caught up with our first IndigCareer profile accounting student Sarah Hyland, and asked her to share some of her career story with us.
without relying on my parents, which in itself was a big achievement. This scholarship has meant that I receive an allowance throughout my 4 year degree, and also get 18 months accounting specific industry experience as a part of my degree ( 3 x 6 month placements). Now I’m studying part-time at UNSW and working full-time at Westpac in their operation and control team. Previously I worked at NSW Treasury in the Department of Education and Communities and worked as a policy analyst for Aboriginal Affairs, Veterans Affairs, and NSW Volunteering. Prior to that at Campbell’s Arnotts. It’s meant I’ve had public, private and commercial sector experience which has given me a pretty good idea of how the business sectors work and interact. Next semester, I am going overseas to do an exchange program in Vienna. So I’ll be doing some extra business subjects over there, learning German and look forward to talking and learning from people about the European economic situation.
Sarah Hyland Sarah Hyland, is in her 4th year of a commerce degree in accounting with the Australian School of Business (ASB) at the University of NSW. She talks to Blackbiz about what got her interested in studying accounting. “I guess, there was an underlying part of me that was interested in business which came from good business studies teachers in high school. In Queensland you can study accounting as part of your Queensland certificate of education (equivalent of year 12). I had that feeling that that skill would be transferable. I knew that long-term that I could do something with it. It wasn’t until year 12 when I participated in UNSW Indigenous Winter School, spending three days with ASB that I really thought that business was a good area to get into and there was a gap for Aboriginal people in that sector. I knew that I needed to get myself a job. And from that point it was a bigger picture –get qualifications and then motivate others to do the same. I was the first Indigenous student to be awarded the UNSW Co-op Scholarship which provided me with the financial means to relocate from Maryborough, QLD, and be able to support myself in Sydney
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I’m the first of my immediate family to get a university degree. It was never really drummed into me about going to uni. My parents always wanted us to do something that would make us happy. My motivation came from within and other things I was exposed to. Once I decided to go to uni my parents were really supportive. I’m the motivator for my siblings getting an education and my parents are just supportive of whatever makes us happy. The best thing that my parents could have done for my career was buy my siblings and I, as a joint Christmas present, a calf. On our hobby farm we had a few other cattle, and watched them grow up and then paid to have our cow put with a bull. We then sold the calf and the cow at the sales and split the money between us all. That was the best gift my parents have given me in terms of developing my business mindset. In ten years time I see myself in a role at a more representative level. Having the conceptual knowledge of how things work such as policy, and how money comes into action behind that, I’d like to educate my community about how it works as well as supporting programs and ideas with financial information. I believe this will result in the commitment of funding support from external parties. I’d like to be someone who can consolidate and communicate all the conversations going on in Indigenous affairs. I also see myself as an intermediary between the Indigenous and non-Indigenous side of things. At the end of the day business is just a frame of mind. It’s what Aboriginal people catching fish in Northern Queensland are doing. As they fish, they’re thinking how do I trap the fish? How will I transport it to market and where will I sell it and how will I get the best price when I do sell it? I feel it’s something everyone has and applies and what I’d like to be a part of is helping Indigenous people recognize that they also have this knowledge within themselves and they have support from corporate and government and educational facilities to develop this knowledge. BlackBiz Indigenous Business Magazine - issue #04 May/June 2012
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