third quarter 2011
The Official Publication of Latin Business Club of America
www.latinbiz.net
INSIDE:
2011 Women of Virtue
Why Women Make Excellent Entrepreneurs in the Digital Age
Alba Lifetime Achievement Award
Esther Tellechea Executive Director EMS Resources third quarter 2011
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The Official Publication of Latin Business Club of America
The Official Publication of Latin Business Club of America
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inside. . .
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8 inside. Esther Tellechea, Alba Lifetime Achievement Award .. 10 Lex Cargo 12 Florencia Cirigliano. Gradera 7 Ana Remos: Brings herBetty high power Circulo to Television 13 8 latinbiz Women Virtue Awards Become a salesof superstar: 10 skills to Master 14 Presenting 2011 WomenGrowth of Virtue 10 The sevenlatinbiz Failures of Business 18 Why Entrepreneurs in the Digital Age 12 LatinWomen Business Make Club ofExcellent America Turns Seven 14 15 16 21
Quality, Comfort and Style In Outdoor Furniture Empower Yourself Through Any Setback HACE Launches A Latino Career Forum in Miami What is Social Entrepreneurship?
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Technology/Law Networking
in every issue. . .
7 Message from the Editor 20 Marketing in every issue. . . 21 Security 22 Finance 6 Message from the Editor 23 Biz Ethics 18 Media Survivor 24 Real Estate 19 Security 25 Small Biz 20 Finance 26 Sales 22 Real Estate 27 Travel 23 small Biz: small Business Prosperity in a down economy 28 Earth Talk 24 Auto Talk/Coffee Break 29 Technology 25 Travel 30 Biz Community 26 Biz Announcements/Earth Talk 31 latinbiz Networking Events
messagefromtheeditor
Wednesdays 11:30am • WZAB 880 AM The Biz Confucius believed that by becoming better people, we will generate good actions. I agree, but I also believe that through our actions, such as the exercising of virtue, we can become better people, manage better businesses with a global conscience, and create a more united society with a “We” attitude. It’s true that times have drastically changed. Change is something we cannot avoid, as it is part of the natural order of things, a reaction to the action, the movement that comes from life. But uncertainty is something that only we can create when we lose hope and faith. We are citizens of the greatest nation in the world and we have the power to create greatness, as we have done so in the past. Our ancestors worldwide lived during The Great Depression. Imagine if they had lost faith and hope! We would not even have the internet today or space travel. To get past horrific economic times, our American forefathers had to work together, define common solutions and move forward for the greater good of our nation. It is still true today that we cannot create greatness without making the common good and unity the base of all we do. Aristotle argued that a particular form of happiness eudaimonia is the main example of the common good and that this human flourishing (eudaimonia) can only be achieved in collaboration with others. We don’t have to be virtue ethicists to determine what desirable qualities we should have and exercise in our businesses and personal lives; we simply need to think about what qualities in our business associates, friends, and family help us be at ease, increase our desire to work towards the greatest good, and base our decisions on our universal growth. I cannot emphasize enough on the danger of pointing fingers, of convincing ourselves that we are not accountable for our situation and placing all the blame on others for the
state of our economy, be our leaders (past and present), our neighbors: undocumented workers, those of different faith, those who make more money than us, etc... The truth is that we all got here together; we are all in this together; and we all have to do our unified part to get back to the prosperity and human flourishing that is possible in this melting pot we call the great United States of America. We must have conversations, not shouting matches. We must all do our part and we must do it in unity. We must not let fear and desperation make us turn against each other. During these difficult times of change, we must live with that certainty that this too shall pass. We must unified, exercise compassion and empathy for our neighbors and ourselves, and work together just as we have done following terrorist attacks and natural disasters; this time, we must work to rebuild our economy, to create jobs, to ensure that we all have access to basic things that differentiate our first class country from a third world country, such as: healthcare, clean water, and an education. If we are to overcome these times and get back to living the American dream, we must unite and not turn against each other. We must never forget that famous quote accredited to Julius Caesar “Divide and Conquer!” So lets unite and succeed! In unity, Monica Puig President and Founder Latin Business Club of America P.S. Congratulations to our Alba Award Honoree Esther Tellechea (page 8-9) and to our 2011 Women of Virtue (pages 13,14 & 16) for working towards the common good and demonstrating that there is always room for caring about others and unity in business.
To get past horrific economic times, our American forefathers had to work together, define common solutions and move forward for the greater good of our nation. It is still true today that we cannot create greatness without making the common good and unity the base of all we do. third quarter 2011
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WHY WE NEED TO TALK ABOUT HIV/AIDS IN OUR COMMUNITY In 2010, among adults (age 13+) one in 111 Hispanic men and one in 439 Hispanic women were living with HIV/AIDS, compared to one in 201 white men and one in 1,121 white women. Source: The Florida Department of Health, Bureau of HIV/IAIDS: & CDC. HIV/AIDS Surveillance Report, 2010
2011 Alba Lifetime Achievement Award Honoree
Esther Tellechea 88
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On October 15, 2011, the Florida Department of Health and community partners observed National Latino AIDS Awareness Day (NLAAD), marking the last day of Hispanic Heritage Month in the U.S. and the ninth anniversary of NLAAD. The day before, Latin Business Club of America recognized with gratefulness the efforts of a Latina who has been instrumental in HIV/ AIDS education in Florida for over 23 years, Esther Tellechea. Since 1997, Esther serves as the Executive Director of Hispanic AIDS Awareness Program (HAAP).  HAAP’s mission is to provide education and facilitate the open exchange of information to help prevent HIV infections and improve the lives of those affected and infected by STDs/HIV/AIDS.
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hrough HAAP, Esther Tellechea has served the state of Florida by developing educational trainings, outreach material, and information to raise awareness about the threat of HIV/AIDS in the Hispanic and Spanish-speaking communities throughout Florida. HAAP is sponsored by the Florida Department of Health Bureau of HIV/AIDS. Esther’s background in marketing has allowed HAAP to utilize the media as its core source for information distribution. Incorporating the theory and practice in social marketing, the program designs innovative information materials, training videos and web based trainings, as well as radio and television programs that incorporate the images, language, and cultural icons relevant to the Hispanic population. The educational materials developed by Esther and her collaborators are utilized throughout the United States, the Caribbean, and South and Central America; a major prevention campaign was honored by an EMMY nomination. “Latin Business Club of America applauds and supports Esther and the whole team at HAAP for their commitment to reducing HIV/AIDS in Florida’s Latino communities. In 2009, HIV was the 6th leading cause of death in Florida for Hispanic men ages 25-44, and the 7th leading cause of death for Hispanic women for ages 25-44. Our whole community should be A L A R M E D by these statistics, especially when we are talking about a disease that is 100% preventable with the right education and protection. This is why it is with great admiration and respect that we presented our 2011 Alba Lifetime Achievement Award to Esther Tellechea, who has dedicated over two decades of her life to educating our Latino community on HIV/AIDS. The award named after my mother, Curra Alba, recognizes, not only the dedication and spirit of achievement of the honoree, but Alba translated to English is Dawn— acknowledging Esther’s spread of light onto our community, just as the dawn spreads light onto the darkness bringing us a new day,”—said Monica Puig, President and Founder of Latin Business Club of America. latinbiz sat with this independent, driven, and caring Alba Lifetime Achievement honoree, as she shared with our readers advice that she picked up on her amazing journey. What services does EMS Resources offer to the community? EMS is a Florida-based non-profit 501c(3) organization that provides professional services to public agencies, educational institutions, and nonprofit entities. We develop and implement effective social marketing programs and campaigns specifically targeted to Florida’s minority populations. As such, EMS maintains strong ties to the disadvantaged communities it serves and has been nationally recognized for its ability to present facts, destroy myths, foster awareness, create support for constructive action, and promote citizen ownership of issues. We carefully design all activities to incorporate relevant language, images, and cultural touchstones and we focus on encouraging responsible behavior based on understanding and personal values. As a result of its extensive experience, EMS has amassed the social capital necessary to sustain an efficient, team-based consulting framework. How can organizations get involved in helping spread the word about HIV and AIDS prevention? By leaving their comfort zone and accepting their social responsibility, by sponsoring/promoting public health issues: funding/in-kind, in-house trainings and opportunities, and encouraging employees to volunteer. Do you feel that prejudice is still alive against HIV positive individuals? Yes, even after 30 years stigma is definitely a factor in the lives of PLWAs (People Living with AIDS) at all levels, including within their immediate family. AIDS is still a taboo subject to discuss in our Latino community. Why is this? Because of social economic and cultural issues such as language, stigma, homophobia, religion, and acculturation. Within the Latino community, domestic violence, sexual abuse, drugs, alcohol, and sex are topics that are not openly discussed, and in many cases not even acknowledge—the “It does not happen in my family” syndrome. We must keep in mind that AIDS is not a stand-alone problem. All of the above contribute to Hispanic women accounting for 16% of new HIV infections and their HIV incidence rate is nearly 4 times the rate for White women.
TOP: L-R Patricia Tellechea (Esther’s daughter), Esther Tellechea, Cristina Tellechea-Salazar (Esther’s daughter) and Elena B. Anthony (Esther’s sister) BOTTOM: Esther Tellechea and Monica Puig
What is the number one message you want to get across to our Latino community regarding HIV and AIDS? Enough! It is everyone’s responsibility to protect themselves, no one to blame but yourself. HIV Negative or Positive, You Decide. What are some of the toughest challenges that you’ve faced as a professional and how did you overcome them? Balancing family needs, professional demands and personal interests. How did I overcome them? Still at it, one day at a time. What is the greatest advice that you’ve ever received? Listen. Answer a question or inquiry, or admit that you do not know; then, get the answer and go back. What advice, from your experience, would you like to offer other professionals? Believe in yourself; go the extra mile; seek the best in others and yourself. Nothing is not as final as you may think; ‘this too shall pass’. How do you define success? Enjoying what you do and realizing that you can make a difference at some level.
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bizfiles
MEMBER
Lex Cargo Jeweler, Designer, Artist, Entrepreneur
Please share with us what incited your passion for jewelry? Since I was a kid, I always had the need and urge to make all of my creativity flow. As an indigo kid, then, I was always clear that the dimension of things were only a matter of bringing them to life via the right manipulation of materials and objects. Of course, a good term of time went by before I understood and was recognized for my jewelry creations, which since the beginning we only create one of a kind. What is unique about your jewelry? First of all, that it’s human made, meaning no computers, keyboards, or electrical appliances are used. We melt down all of our precious metals the old fashion way: with melting pots and very strong fire. Also, each piece is uncanny because is fineness and loveliness is made by hand, making it also impossible to duplicate each design. We recreate some special pieces, but with different stones, rocks and crystals. We are proud to say that three royal homes prefer our creativity: Spain, Qatar, and Japan, something that historically has never been achieved by a jeweler. What are some of the principles that you’ve applied in creating your business? Perseverance, thrust, perseverance, daily hard work, perseverance, and team work! What advice would you like to share with other entrepreneurs? That age, gender, or any other exterior factor should never keep you from fighting for your goals. You have to focus and most important, believe in yourself. I am a perfect example, worked for over 15 years for a multinational, until I realized that
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I remember how proud I was covering the event for latinbiz and seeing you create your soul’s desire. It was a beautiful exhibit honoring your grandmother. Lex, who were your role models growing up? Hmm. Good question and rather compromising. I would say Pablo Picasso, Maria Felix, Jackie Kennedy, Rodolfo Valentino, Clark Gable, and of course the Royal Family of Spain.
“Age, gender or any other exterior factors should never keep you from fighting for your goals.” - Lex Cargo though, I climbed the administrative ladder, I reached the top; so I decided that it was time to gracefully resign and find and make my life-future. It has been a great ride that just started in June of 2006 in beautiful Coral Gables. Actually, you accompanied me on my first big event, “Her name was Lola, My name is Lex.”
Tell us about Cargo Relax Room and what brought about this great concept? Thanks for the “great concept” compliment! Well, I decided to move to Antigua in order to open my operational line (jewelry wise). After two years of producing and catering to my sales points abroad, it was time to open a place in such a beautiful city that has only given me love, warmth, and support. I remember when I was a kid, I would go with my mother to certain boutiques where she was greeted with coffee, wine or champagne. Too bad I couldn’t enjoy any of them back then! So all of the sudden, the outlook came to life. What better than a jewelry boutique a joint Relax Room (which we’ve already trademarked) where you can indulge yourself with exquisite and delicate dishes and of course, with the best spirits and cocktails to close the whole experience. Little did I know that one business indistinctively pulls the other. Some come in for the culinary-spiritual experience and end up buying jewelry for their special ones, and others come in for the jewelry, but when they realize that there’s an accomplice ambiance where people are relaxing and enjoying themselves, they feel curious and instinctively want to live the experience.
bizfiles MEMBER
STRATEGIC PARTNER
Florencia Cirigliano
Betty Gradera
Vice President of Sales & Marketing, RedCoach www.redcoachusa.com
Corporate Relations Events Manager at CAMACOL www.camacol.org L-R: U.S. Congressman David Rivera, Betty Gradera receiving a U.S. Congressional Certificate of Recognition for Hispanic Leadership in South Florida, Congresswoman Ileana Ros-Lehtinen
As the Vice President of Sales and Marketing for RedCoach, Florencia is responsible for a number of duties that are vital to the growing company’s success. Those include promotions and marketing of the company and managing the sales staff. Florencia’s family owns Grupo Plaza, one of the largest transportation companies in South America, so the travel industry has always been a part of her life. She grew up in Buenos Aires and has studied communications there as well as business at the Kellogg School of Business in Chicago. She speaks Spanish, Italian and English and loves to travel around the world as much as she can.
For the last fifteen years, Betty Gradera has been coordinating events for The Latin Chamber of Commerce of the USA, better known as CAMACOL. Such events include: business development trade missions, annual international tradeshows, networking events, and charity events. Betty is instrumental in establishing and maintaining a solid fruitful business relationship with the chamber’s corporate clients, seeking new customers/members to jointly work with for the well being of our community, and assisting them in promoting their services, and increase their networking opportunities.
What services does RedCoach offer and what are the special touches that make RedCoach a unique experience? RedCoach offers luxury motor coach travel to a dozen cities throughout Florida and southern Georgia including Miami and Fort Lauderdale. Riding with RedCoach is a true first-class travel experience. Our coaches are equipped with reclining leather seats perfect for relaxing or sleeping. Since there are only 27 seats as opposed to 56 on a standard coach, each passenger has plenty of room. Each passenger also gets a standard power outlet to keep electronics such as laptops or cell phones powered up during the trip. There’s free Wifi so travelers can get work done or just surf the web.
What is the mission of CAMACOL? CAMACOL’s mission is to foster the entrepreneurial spirit of Florida’s Hispanic and minority communities, and as such, it conducts programs to strengthen local business activity, promote economic development, facilitate international commerce, and serve the civic needs of the community and state.
you overcome them? One of the toughest challenges I faced was moving to the United States and trying to understand American culture. I made some mistakes in the process of figuring out what American customers really want and need. As RedCoach has grown and continues to grow, I continue to learn more everyday about the way Americans think and what they expect.
I think honesty is the best policy in business and I strive to help my employees succeed.
What are some of the toughest challenges that you’ve faced as a professional and how did 12
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What advice, from your experience, would you like to offer other professionals? My advice is that one of the most important and hardest parts of any job is following up. Many people have great ideas but the one who actually succeed are the ones who are able to actually put those ideas into practice. Also, it’s important to stay focused. Focus on one main goal rather than trying to accomplish ten things at once. It is much better to be efficient and go step by step.
What services does CAMACOL offer businesses and entrepreneurs? Our programs focus on fostering job creation, retention and development. Through its programs, CAMACOL offers many services to the business community such as: outreach and referral services, technical assistance, periodic seminars and workshops, incubator center for import/export development, participation in trade missions to help business owners expand and open new markets across the globe, referral to sources of financial assistance, commercial facade rehabilitation assistance, and much more.
a professional and how did you overcome them? Learning how to work with people from all walks of life. Dealing with people with different characters and beliefs. Not everyone thinks the way you do, or handles things the way you would. Therefore, patience and understanding have been my greatest virtues. I’ve overcome my toughest challenges with patience and the willingness to understand people and accept them as they are. What is the greatest advice that you’ve ever received? An elderly family friend once told me, “never forget a cat has four legs, but can only take one path at a time.” He told me to focus on my goals, but one goal at a time. Not only will you do things right, but will accomplish a lot more and will succeed in all that you do. That advice has stayed with me ever since.
God is my everything in life, with him I have everything, without him, I’m nothing.
What are some of the toughest challenges that you’ve faced as
How do you define success? Having a good conscience and being able to sleep well at night. Knowing that at the end of the day, I did the best I could and gave it my all, without ever compromising myself or others.
bizfiles
Fifth Annual Women of Virtue and Alba Awards Latin Business Club of America celebrated its fifth annual Women of Virtue awards and Alba Award luncheon honoring twelve outstanding women in South Florida’s community. The annually sold-out luncheon commemorates professional women who through their virtue and their work bring about social and economic change, support of other women, serve as outstanding role models, and demonstrate outstanding performance within their professions to further advance women in their fields. The event took place at Coral Gables Country Club on October 14th with awards ceremony Emcee, singer, model, actor, entrepreneur, volunteer and humanitarian Ruben Campbell. Hosted by Latin Business Club of America, presented by latinbiz, produced by Latin Events Network and Designed by Jose Graterol, the event honored twelve female leaders in our community who were selected from among hundreds of nominations. Every lunch ticket sold provided a Thanksgiving meal to a hungry and homeless person at Miami Rescue Mission. The event was sponsored by: New York Life, Zeta Entertainment, Hispanic AIDS Awareness Program, Modern Studios, Biz Talk, Save Dade, Evie International, Stop Breathe and Smile, Greater Doral and Airport Chamber of Commerce, Florida State Hispanic Chamber of Commerce, El Rincon Asturiano, Caribbean Trade Center, Miami Empresarial, SocialBizMembers. com, freeyourspirit.org, , Doral Family Journal, El Mundo de los Negocios, www.SoulofMiami.org, and Music for Your Heart Foundation. The Alba Lifetime Achievement Award was presented to Esther Tellechea (see page 8), Executive Director of Hispanic AIDS Awareness Program (HAAP). In the next pages, we introduce the 2011 latinbiz Women of Virtue.
Roxy Quevedo, President of Latin Events Network; Ruben Campbell, Emcee; and Monica Puig
J.C. Bermudez, Mayor of Doral with Alba Award Honoree, 2011 Women of Virtue and Monica Puig
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womenofvirtue
Presenting our 2011 Women of Virtue Reyna Aday, Smoking Cessation Specialist at Miami-Dade Area Health Education Center (AHEC). Reyna is the perfect example of today’s woman, a young hard working mother pursuing a degree and always making time to give back to those in need. Reyna works full time, is an intern pursuing her graduate degree in Mental Health while staying on the Dean’s list, and yet finds time to passionately volunteer for worthy causes, such as the Relay for Life walk against breast cancer.
Dominique Barba, Doral Community Coalition Education Chair; Barrod Consulting Director. Dominique’s commitment to help in the schools in Doral is commendable. She has held several positions in the local PTA PTSA making sure that the organizations perform for the good of the students . She has also been involved in several community service organizations always seeking support for education related causes and plays an important role in keeping the information flowing. As a newspaper person she demonstrated her skills by providing fair and balance reports. 14
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Linda Kubie, President of The Perfect Food. Linda battles daily against society’s tendency towards processed foods, junk food and overall unhealthy eating. She is especially concerned that children with autism, as well as children in general, be introduced to healthy foods in order to minimize the long term damage and disease that today’s diet provides. She is quick to offer her advice and support to other women in business and an avid volunteer wherever she’s needed. She represents Lifemax Mila, a product that promotes the physical health of individuals.
Olga Hasbun, Founder of VIP Associates & Co. As Founder of VIP Associates, Olga has made it her personal mission to ensure that those with disabling conditions have equal opportunities for employment, career growth and personal sustainability and become independent and effective contributors to our community’s workforce. She is a strong advocate for the disabled and dedicates her life to empowering those with disabling conditions to obtain competitive employment by offering a comprehensive holistic personal enrichment training program, including job training, placement and support.
bizfiles
womenofvirtue Jennifer Diaz, Becker and Poliakoff-Attorney at Law and President of Organization of Women in International Trade South Florida Chapter (OWIT). Jennifer is an attorney by trade. She is a recognized expert who leads many South Florida Foreign Trade initiatives. As President of OWIT South Florida, Jennifer has led her organization to exciting new places and increased their membership at an incredible rate. Jennifer is extremely dedicated, passionate, and compassionate and takes the role of women in leadership very seriously through mentoring, coaching and support of other women who are just beginning their careers, enhancing their education or seeking to play strong leadership roles in their communities.
Nancy Matthews, CEO and Co-Founder of Women’s Prosperity Network. Nancy is a National Speaker and author, with over 25 years of experience in business and legal communities. Referred to as a “Visionary with Guts” for her willingness to move forward in the face of fear, adversity and challenge, Nancy has dedicated her life to bringing out the best in others and truly “empowering” them to live the life of their dreams. As a business owner, parent, and community leader she has mastered the art of being a balanced and happy entrepreneur and it brings her joy to share the keys to success with others.
Bettina Rodriguez Aguilera, Economic Developer of the City of Doral. Bettina is committed to charitable causes, human rights and social issues representing organizations in the United Nations and Switzerland. She has been honored by different organization for her humanitarian work and has received recognitions from countries such as Lithuania, Albania and the Dominican Republic. Our American flag has flown in her honor at our nation’s capital for her contributions in assisting minority men and women.
Beatriz Torrente, President of Resume Again. In 1999, Beatriz started her recruiting business after being misguided by a recruiter into a position that was misrepresented. Since then, she has dedicated herself to honoring both the client and the candidate, fully understanding the impact she has in the lives of the people she represents. During the past ten years, she has consistently given of her time to others by volunteering educating and coaching those who have lost their jobs.
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Gloria Ruiz, Professor and Director of the Institute for Communication, Entertainment, & Media at St. Thomas University. Gloria is an Educator Extraordinaire. She is a 20 year veteran at St. Thomas University, and currently the Director for the Institute for Communications, Entertainment & Media. Gloria has influenced the development of many leaders in our community, with her joy and energy. She is no nonsense, direct and firm, yet full of good humor and encouragement. Her patience, enthusiasm, and willingness to help others embrace life’s challenges and follow their purpose, has left a significant mark on all her friends, family, students and colleagues.
Maricarmen Sega, President of Peruvian American Chamber of Commerce of South Florida. Maricarmen is determined to help those less privileged by providing information and assuring that their rights are preserved. As Director of the Housing council for LULAC in Florida, Maricarmen assisted in mitigating the housing needs of Latinos. She has volunteered from Haiti Relief Effort to traveling to Peru to seek the successful release of a kidnapped child, and she still finds time to lead the chamber’s efforts in presenting the Taste of Peru, a gastronomical annual festival .
Kimberly ShenkerBacardi, Founder of Kim’s Good Karma Group. Kim is an enthusiastic philanthropist, cheering for and helping the underdog. She always looks for and finds the goodness in people. Kim lives by example. She is passionate about raising funds through different charitable events. Through her good karma group she inspires all who know her to pay it forward and create good karma for themselves by sharing with others.
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bizfiles
Why Women Make Excellent Entrepreneurs in the Digital Age By Nellie Akalp Women are advancing in entrepreneurship. An American Express OPEN State of Women-Owned Businesses report found that between 1997 and 2011, the number of businesses in the U.S. increased by 34%, but the number of women-owned firms increased by 50%. That compares to a growth rate of just 25% for male-owned firms and has allowed businesses owned by females to reach 49% of U.S. firms — near parity with their male counterparts.
D
o women’s strong communication and social skills make them more equipped to thrive in our post-industrial digital age? In short, do women have specific skills — whether the result of biology or social conditioning — that can help them succeed as entrepreneurs? In my experience helping entrepreneurs and small business owners launch their brands, I believe there are several traditionally “feminine” leadership qualities that are more significant now than ever.
Women possess strong communication skills and social intelligence. The digital economy requires these skills, and women enjoy a slight edge over their male counterparts. Women make good listeners. Whether due to biology or cultural conditioning, women tend to be better listeners and are stronger at drawing people into conversation. This translates to several advantages for the entrepreneur, who can better attune herself to customer needs and build more effective teams of employees, contractors and partners. In fact, many women entrepreneurs often describe building their business as building a team. Women collaborate. Women have worked well together since the earliest female enterprises, whether dividing grains in the village or working in quilting bees. Even some of today’s cultural stereotypes have legs, for instance, women’s joint trips to the restroom! A 2009 Time magazine article “Women Will Rule Business” by Claire Shipman and Katty Kay says, “[Women are] consensus builders, conciliators and collaborators, and they employ what is called a transformational leadership style — heavily engaged, motivational, extremely well suited for the emerging, less hierarchical workplace.” Looking ahead to 2018, CMI believes the work world will be more fluid and virtual, and the demand for female management skills will be stronger than ever. 18
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Women prefer lower risk. Researchers have begun focusing on the relationship between testosterone and excessive risk, thus evaluating whether groups of men spur each other toward reckless decisions. Whether testosterone influences decision-making or not, research shows that, as a whole, women prefer lower risk opportunities and are willing to settle for lower returns. Risk aversion may go hand-in-hand with motivations for starting a business. A 2007 study from the Small Business Administration “Are male and female entrepreneurs really that different?” found that male owners are more likely to start a business to make money, and have higher expectations for their business. Women are more likely to prioritize that business and personal lives work in harmony. The digital age offers a wealth of low-risk opportunities. Ventures like blogging, web-based services, ecommerce and software development require smaller upstart costs than manufacturingbased, brick and mortar type businesses. Cloudbased tools and virtual workforces further lower the cost of entry, making the idea of starting a business more feasible and/or palatable for riskaverse entrepreneurs. But a strength can also be a weakness. Yes, the tendency to minimize risk can lead to higher success rates for female entrepreneurs (that 2007 SBA study linked above found that woman-owned businesses were more likely to have positive revenues). However, riskphobia can also mean women are more likely to limit the size of their businesses, and less likely
pursue outside funding from investors to fuel growth. On average, men-owned firms are larger than women-owned firms. In firms owned by men, twice as many have 10 or more employees, and three times as many have reached the $1 million revenue mark. It’s up to each individual business owner to define the goals of his or her business. If a woman chooses to pursue a smaller business venture that lets her balance her business and personal life in more harmony, more power to her. For now, I think we should celebrate the growth in women entrepreneurs, but also wonder if womanowned high growth startups are an under-utilized resource in our economy. It’s time we made space for the underdog — if that term even applies anymore. Nellie Akalp(not shown in photograph) is a passionate entrepreneur, small business advocate and mother of four. As CEO of CorpNet. com, an online legal document filing service, Nellie helps small business owners form an LLC or incorporate a business in order to start and protect their new business ventures the right way. To access free guides, advice and informative videos on small business legal topics, visit here: http://bit.ly/pChZbV. Read full article at: http://mashable.com/2011/10/25/ women-entreprenuers/
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marketing
Do you have celebrity status expertise?
By Marsha Friedman
Cesar Millan “The Dog Whisperer,” Dog the Bounty Hunter, and Bill Nye “The Science Guy.” While dog training, bounty hunting and science might be worthy industries, few would have ever thought they might be the breeding grounds of some of today’s unlikeliest celebrities. But, such is the case when we live in a world where the popular media, indeed popular culture, is plugged in and turned on 24/7, 365 days a year.
B to
eing an industry expert is easier than ever these days, but perhaps you feel a little “industry envy” when it comes to your field. Believe me; no field is too big or too small brand yourself as the go-to expert.
Think New Hudson, Michigan is too isolated to be a hot spot for experts and celebrities? Think gardening is too insignificant a subject to own as the go-to expert and publish books and have your own radio show? Jerry Baker disagrees; known as “The Flower Expert,” Jerry has carved out an enviable niche for himself that stretches far beyond the Finger Lakes. His radio show, On the Garden Line, is syndicated nationwide and his gardening specials have been televised on PBS.” So how did Jerry Baker, Cesar Millan, Dog the Bounty Hunter and Bill Nye “The Science Guy” do it? Simple – they answered the following eight quick questions to determine whether or not their expertise could support the kind of career that celebrities are made of: Does what I do have value? We all like to think what we do is valuable, not just to us, but to the world at large. Every job has value; we just have to determine exactly what ours is. Do I love what I do? Celebrities, experts, pundits, gurus (call them what you will) the go-to people in ANY field absolutely love what they do. Chances are if you’re reading this article, you do too. 20
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Do I love talking to people about what I do? Celebrities are natural talkers, not because they like to hear themselves speak, but because they just can’t help but share their enthusiasm for what they do with other people. Do I wish more people could do what I do? Experts in every field naturally believe their field is THE field; they want everyone to share their love of gardening, dogs, accounting, flying, etc. Do I have an intense desire to reach a bigger audience? We all want to go a little farther, reach a little more and do it a little faster, but experts in their fields really do enjoy dominating a larger playing field each year they’re in the game. Do I know my passion inside and out? One thing that always amazes me about my clients is how well they know their business. Experts aren’t called that because they “kinda, sorta” know what they’re talking about. When you know your field backward and forward, you are ready, willing and most importantly able to Celebritize Yourself. Do I want more credibility through books, CDs, interviews and more? Modern experts recognize that they must become “celebrities” to get the recognition and credibility they deserve; they see this as a natural progression of their industry expertise. Do I want to learn more by teaching more? Lastly, every expert I’ve ever met, written about, helped publicize or interviewed for my radio show has
been a natural-born teacher. People with expertise want to share that expertise and do so willingly; in teaching others about what it is they do (dog training, bounty hunting, science, flowers), they learn even more – about themselves, their audience and their industry. So you see, becoming a world-recognized expert in your field – any field – doesn’t require a Ph.D., a 90210 zip code or a nationally-televised talk show. All you need to dominate your field, any field, is the confidence to Celebritize Yourself and the right answers to all of the above questions.
Marsha Friedman is a 21-year veteran of the public relations industry and a sought after national public speaker on the power of publicity. She is the founder and CEO of EMSI Public Relations (www.GuaranteedNationalPR. com), a national firm that provides PR strategy, promotion and publicity services to corporations, entertainers, authors and professional firms. Marsha is also the author of the book, Celebritize Yourself: The 3-Step Method to Increase Your Visibility and Explode Your Business (www.celebritizeyourself. com). When she is not running her business, she has Cherish the Children, a non-profit foundation that helps under-privileged local foster children.
security
5
Hot Information Security Topics
According to the Aujas information security experts, these are the five crucial security topics that should be on the radar for business executives in 2011:
Data Governance and Data Leakage Prevention (DLP) – Some executives believe their employees know exactly what data should be protected and what data can be shared via website, conversation or social media. These executives have a false sense of security. Many companies still do not have a strong data classification program or policy in place to educate employees on what is critical to an organization and what is not. Some execs may also think that having a DLP tool and plugging it in is the answer. That’s like plugging in a power saw and saying you can build a house! Having a tool and knowing how to use it effectively are two different things. Tip: Find a champion to drive your data governance and loss prevention initiative. If your company has a CISO, this person is the most logical one to take on this role. If not, you can assemble a small team of stakeholders to work with guidance from a third party who specializes in information risk management.
Social Media – The intentional and unintentional release of sensitive information via Facebook, Twitter, etc. can affect your company’s bottom line. Your intellectual property may wind up on an underground website or, if your secrets are shared with the world, you may not be first to market with your new product or service. Tip: You don’t need to declare social media off limits to your employees. It is an important business tool that is not going away. You do, however, need to understand the risks of social media, and make users aware. Cyber Security – Over the past year, more organizations have come to understand that there is a very real cyber security threat in the US and that the US Government cannot take care of every threat-related issue. Your company needs to develop a strong internal and external security programs to protect it.
Executives have a false sense of security. Many companies still do not have a strong data classification program or policy in place to educate employees on what is critical to an organization and what is not.
Tip: Putting in place a robust information risk management (IRM) program is essential so that your stakeholders understand the people, process and technology risks and how they can affect your access, availability, and agility to conduct business Phishing – Hackers continue to use phishing, a type of social engineering, to solicit information from individuals. Though the incidents of phishing were down in the second half of 2010, the attacks continue to get more and more sophisticated.
Application Security – With so many applications being developed and used in companies of all sizes, some are being created without security in mind. Some technology companies have a need to be the first on the street with a new application and are bypassing Security Development Lifecycle (SDL) protocol. They are thinking about security after the application is released and, sadly, are finding that they are spending more money to fix the application.
Tip: Perform a phishing diagnostic so that you are aware of the threat, specifically who in your organization is susceptible to this type of attack
Tip: First perform a penetration assessment on your company’s critical applications to identify vulnerabilities. Then be proactive! Create a framework in which security is part of the SDL.
Aujas can help your company manage risk from these threats. Contact Karl Kispert, Vice President of Sales, to learn more. He can be reached at karl.kispert@aujas.com or 201.633.4745. www.aujas.com third quarter 2011
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finance
Are Americans Too Focused on ‘Stuff?’ American Gluttony Despite Recession
American Gluttony Despite Recession Of all the statistics and studies that are hoisted upon the American public to cast a reflection of how we live, the most troubling stat is that “We waste 15 percent of our money,” said Fred Sellers, pastor of the Victory Church of Norman, Oklahoma and author of The Prophet of Vail Mountain (www.prophetofvailmountain.com). “We are so focused on materialism and buying as much stuff as we can, we actually wind up spending more on things like electronics and toys over the course of our lives, than we do on education.”
The top ten ways Americans wasted 15 percent of our household income in 2010 included: 1 Apparel 2 Tobacco 3 Entertainment equipment 4 Alcohol 5 Fees and admissions to attractions 6 Vacation lodging 7 Pets 8 Electronics 9 Gifts 10 Meals Away from Home
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S
ellers is referring to a February 2011 study by 24/7 Wall St. that analyzed how Americans spend money. The primary conclusion is that, in spite of the recession and slow recovery, consumers still love spending money on things they don’t need – to the tune of 15 percent. That’s the percentage of the American household budget that is spent on unnecessary goods and entertainment.
When 24/7 Wall St. posted the study on its site, it clearly didn’t catch the irony of the site’s own reporting. The article included the following observation: “The ‘average’ American household, which has an income of $63,000, spends more than $8,000 on goods and services it does not actually need,” the site reported. “The credit crisis might not have been so bad if all that money had been put into savings accounts between 1989 and 2009, but the period would not have been nearly as fun.” “So even the people who analyzed the spending and saw how we put ourselves into this financial crunch couldn’t help but echo the very sentiment that got us into the crisis in the first place,” Sellers said. “I guess the moral of their story is that it’s perfectly fine to thrust an entire nation and other parts of the globe into one of the worst financial crises of the modern era, as long as you can say we all had fun doing it.”
bizethics
The practicality of doing the
the right thing By Kyle Scott, Ph.D. When the choice is to feed your family or break the rules, your decision isn’t tough. Who could blame Jean Valjean in Les Miserables for his choice to feed his family? But when you are the boss and you have to decide whether to fire employees or fudge numbers so you can keep them on board, the decision might be more difficult. Being ethical has a higher cost in hard times than in good times, which makes being ethical difficult in our current economic climate. But, even good times can encourage bad behavior as one might get a sense of invincibility when the money is rolling in. In addition to all the reasons academics, philosophers and ethicists give for being ethical, here are practical ones: Acting Ethically Will Make You Money There is no doubt that one can make a quick buck by being dishonest. However, when one takes a long-range outlook, this policy has a detrimental impact on the bottom line. Companies thrive off new ideas and innovation. If company policy states an employee must report an idea to a superior before pitching it to the entire company, there is a risk that the immediate superior may co-opt
that idea as their own. This creates an atmosphere of distrust in which the best ideas are not being circulated for fear they might be stolen. Or, worse, the company may lose their young rising stars to the competition and be left only with the burn outs whose best ideas are behind them. Managers must create a safe environment for those who generate ideas to be recognized for them; encouraging them to work harder and to pursue their best ideas. Operating in this fashion will allow your company to stay on the cutting edge and not get run over by the competition.
Acting Ethically Will Save You Time When you act unethically, not only are you wasting money, you are wasting time. When people spend their time on endeavors that are productive and rewarding they will enjoy their job and be better at it. If a workplace can effectively create an environment that encourages ethical behavior – through incentives and rewards that focus on process rather than output, by hiring the right people, and by placing people who act ethically into positions of power – it will have employees that want to be there.
Acting Ethically Will Save You Money Think of all the money your company has spent on accounting, HR and the legal department because, at some point in the company’s history, some people thought it would be a good idea to act badly. Compliance related expenses cut into your bottom line and steal resources from more lucrative ventures. If you are in a position of authority, it is your job to exhibit the type of behavior you desire from your employees. Reconsider partaking in bad behavior – the short term gains will lead to long term losses.
Being ethical has a higher cost in hard times than in good times, which makes being ethical difficult in our current economic climate.
Acting Ethically Will Allow You to Relax When we do something wrong we feel guilty about it. Psychologists have shown that even when we can rationalize bad behavior, guilt affects us physically and emotionally. We enjoy life much less when we act badly, even if acting badly gives us those things we first thought would make us happy. Likewise, if a workplace permits bad behavior, those in the office will feel a lack of trust among one another and are unlikely to collaborate and share ideas that may improve the company’s performance. In such an environment, employees, even the ones who do the right thing, will feel worry that they always have to be on the lookout for someone to take advantage of them. This saps people of time and energy. Remember, being ethical is good for you and good for business. Dr. Kyle Scott is a Visiting Assistant Professor at Duke University, with a Ph.D. in Political Science: American Political Theory and Public Law. He has authored three books; Federalism: Theory and Practice, has just been released. Kyle has taught American Politics, Political Theory, and Public Law at Miami University, University of North Florida and the University of Houston. third quarter 2011
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realestate If you’re on the verge of losing your home, or you know someone who is, then you also know about the long, bureaucratic process involved in applying for a loan modification from a lender. The most common approach is to apply under the new Home Affordability Mortgage Program (HAMP), but lenders also accept modifications from mortgage holders because lenders really don’t want to take the house – they just want their money.
Is Your Loan Modification Stuck?
I
n many cases, however, the approval process takes longer than many homeowners can afford. But one expert believes it doesn’t have to be that way, and that there are solutions for homeowners whose applications seem stuck in the mud.
package to your lender. It can lead to a delay or even a flat out denial.
Lenders accept modifications from mortgage holders because lenders really don’t want to take the house – they just want their money.
“Applying for a loan modification can be an extremely stressful process,” said Stephfan Nurse, CEO of Consumer Education (www. consumereducationonline.com), makers of Mortgage Reduction software designed to help people through the modification process. “Even if you send in your documents and your lender tells you everything is okay, you may still have a great amount of anxiety because you have no idea what the lender is doing with your file. Your lender may tell you what the next step is, but you may not understand why it will take so long. There are reasons, however, why the process can get stuck, and there are ways to move that process along, if you understand what goes on behind the scenes.” Nurse’s tips for making the process smoother include: Account Numbers
It often happens that when you fax your paperwork to your lender, the lender either says they lost your paperwork or they just didn’t receive it all. This isn’t because they are incompetent. It’s because they receive thousands of faxes each day, and they use an image scanning technology to capture them all and place them in the appropriate file. In that system, a cover sheet that has your account number on it will get placed correctly, but the following sheets that lack your account number can be easily misplaced. The solution is to put your account number on every page of your paperwork, so they have a better chance of placing all your paperwork in your file. Complete the Paperwork When your file gets assigned to a document manager, typically about 30 days after you first applied for the modification, the document manager’s job is to check to make sure all your required documents are ready to be submitted to the negotiator/specialist for review. If you have an incomplete file, even if you’re missing just one single required document, the document manager will note your account as having an incomplete file and move on to the next file to review. At this point, a generic letter is automatically mailed to your home requesting the additional information your file lacks. This letter can take up to two weeks to get to you, and then another two to four weeks before they look at your updated information. The key is to never send an incomplete 24
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Follow Up Finally, follow up every week with your lender to make sure all the documents they have are up to date. Don’t worry about being a pest. After all, it’s your house on the line if things get stuck in neutral. If you do this consistently, you will avoid getting caught in the delay cycle. “The process is like any other, and it can be rife with mistakes and bureaucratic snafus,” Nurse added. “But if you take the steps to reduce the opportunities for error, your application can move through the process much faster and you’ll have a much better chance at being approved.”
Stephfan Nurse has been in the mortgage loan modification business since 2009. He worked for a law firm that specialized in foreclosure defense before he decided to open the doors of Consumer Education in 2010. The company’s Mortgage Reduction software uses the same algorithms as those used by lenders, so it is designed to help homeowners understand what it will take for them to be approved for a loan modification by their lenders or through HAMP.
Ronald McDonald House Charities of South Florida
Soraya Rivera-Moya Executive Director Miami House 1145 NW 14 Terrace Miami, FL 33136 305.324.5683 Fort Lauderdale House 15 SE 15th Street Fort Lauderdale, FL 33316 954.828.1822
Cell. 786.355.6352 soraya@rmhcsouthflorida.org www.rmhcsouthflorida.org
smallbiz
5
Tips on Growth Strategies for a Small Business
By Katherine Clemmons Growing a small business doesn’t just happen. It takes a lot of hard work and planning to both grow the company today and sustain the company over the course of time. Here are five tips for growth strategies for a small business:
1
Focus on market penetration. Market penetration means looking at ways to sell more. For example, provide discounts to customers who buy large quantities, package items in bulk quantities. Brainstorm new ideas on who to use your existing products. For example, if you company sells soda, come up with a line of new recipes that include soda as a primary ingredient.
Growing a small business doesn’t just happen. It takes a lot of hard work and planning to both grow the company today and sustain the company over the course of time.
2
Develop new markets. While it is important to target your customer, do not drill down too far. Just because you open a bakery on the east side of town does not mean you can’t sell cakes to restaurant on the west side without sacrificing product flavor or freshness.
There’s a better way to compensate your IT staff. Download your FREE 2011 Salary Guide or use our salary calculator at rht.com/SalaryCenter.
3
Look for alternate marketing outlets. Developing an Internet presence is vital for every brick and mortar establishment, but you should consider other options as well. Partner with another small business to cross market or sell each other’s products. You will increase the product line you can offer your customers double your marketing reach. A good example of where this growth strategy for small businesses works is when you own a bakery and you pair up with a caterer to offer cakes and centerpieces to catered events. In exchange, you refer clients to the caterer.
4
Prepare for the future. The world is in perpetual revolution. You have to prepare for the future by developing a continuous flow of new marketing strategies and refine your products or services to better meet the needs of your customer. New products and services are optimal, but even if you want to retain focus on your current goods and services, you can always be looking at ways to make them look more appealing.
5
Customer retention is a terrific way to grow a business. If you can provide the customer service, timely delivery and value-conscious goods that keep people engaged and coming back for more, you have developed a stable client base on which to build future growth. Growth strategies for a small business should be customized to your particular business. What works one company will not necessarily work for every company. Design your strategy to play up your strengths while creating a plan to reduce weaknesses. Katherine Clemmons is a writer who enjoys sharing her knowledge and advice with readers. For more on small business, Extreme John offers readers information on how small business owners can manage their time. Article Source.
Coral Gables • 305.774.7860 © 2011 Robert Half Technology. An Equal Opportunity Employer. 0910-4301
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sales
Are you part of the problem or part of the
solution? By Dave Kahle We’ve all heard the numbers: Consumer confidence is down, retail sales are down. And for many of us, the markets we serve are down, as well. There is an important relationship to note here. Confidence - an attitude - is down, so sales are down. When confidence is up, sales follow. The principle at work here is this: Our actions follow our attitudes. The relationship between actions and attitudes is so close, that the two go hand-in-hand, and our actions can be seen as outward expressions of our attitudes.
O
k, so what does that have to do with you? Here’s what: If the markets you serve are down, that action (lack of buying) is a result of an attitude (lack of confidence). And you can influence that attitude, and be part of the solution, or be influenced by it, and thus contribute to the problem. Attitudes are contagious. You know that if you spend a lot of time with negative people, you begin to see what’s wrong with everything and everyone. Hang around a lot with depressed people, and you become depressed. On the other hand, if you are with energetic and optimistic people, it rubs off on you as well. You can choose to be part of the problem, or part of the solution. You can choose to be influenced by the negativity around you. You can reflect that cautiousness and lack of confidence. You can contribute to that downward spiral in attitude. In that case, you have chosen to be part of the problem. On the other hand, you can choose to be part of the solution. You can choose an attitude of confidence and optimism. By so doing, you influence those around you and you do your small part to contribute to the solution. Of course you are not single-handedly going to change world attitudes. But you can positively influence those in your spheres of contact.
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Attitudes are contagious. You know that if you spend a lot of time with negative people, you begin to see what’s wrong with everything and everyone. Hang around a lot with depressed people, and you become depressed. On the other hand, if you are with energetic and optimistic people, it rubs off on you as well. You are a professional. You contact more individuals in the course of the day than most people do. Your customers, prospects, colleagues; your friends and family; the people you work with and supervise; even your managers - all of them can be influenced via your attitude. Because of your position of great potential influence, you have a greater responsibility to be proactive, and to lead others.
It’s time for you to step up to the plate and to become a positive leader for those around you. Here are a couple guidelines to help you: 1. Start with yourself. Make sure you are nurturing your own personal attitude. Now is the time to revisit and revitalize your faith in God. Hang around positive people. Make a point to read uplifting books and articles. Get some additional training, expose yourself to positive audiotapes. Create a set of strong affirmations, and read them to yourself at the start of every day. 2. Assume that you are the leader that people around you are looking for. Be sensitive to opportunities that come up in the course of the day to influence the attitudes of those around you. If you are a manager, doing something positive for your people. Invest in them someway. Enlist their input and involvement in some new initiative. Don’t just talk the talk, show your attitude by your actions. Walk the walk. American business people need to step up and accept our leadership opportunities. It’s time for each of us to contribute to the solution, not to be part of the problem. Dave Kahle offers a variety of resources that can help your business stay competitive in changing times. To learn you can reach Dave by phone at 800-331-1287 or email him at: dave@davekahle.com or visit www.davekahle. com.
travel Port Antonio
A Road Trip Through Jamaica By Karen Thompson
If you are planning a holiday to Jamaica, know that there is more to the beautiful Caribbean country than simply its beaches and the spectacular shoreline. Beyond the usual tourist traps there is much on offer and so if you want to experience the real Jamaica, you can go off the beaten track.
J
amaica is known for its friendly people and warm hospitality and there is no better way to experience it than by staying in your private Jamaica villas, cottages and apartments that are your home away from home. Offering the best of comfort, privacy, space and services these Jamaica accommodation rentals are more affordable than hotels and provide you the perfect opportunity to explore the island at your own leisure and pace. Once you have settled in your Jamaica villas, you can take to the roads literally. Indeed there is no better way to appreciate the scenic beauty of the island, savour the local delicacies, and browse through the best craft markets than by journeying on the 17000 kilometers of road meandering its way through mountains, circling the stunning coastline and zigzagging through the forests and woodlands. Talk to the staff of your Jamaica accommodation rentals and they will arrange a vehicle and an experienced driver who will drive you through the highways and byways and point out the places of interest on the way. You can try out the ride between Ocho Rios and Port Antonio that will open up amazing vistas of the beautiful surroundings. The roads are dotted with stalls selling sumptuous Jamaican delicacies
Ocho Rios
especially jerked meat. In fact, jerked meat is Jamaica’s speciality and there is no better place to savour it than at the Portland’s Boston Jerk Centre or Buff Bay’s Blueberry Hill Jerk Stop. If it is seafood that catches your fancy, there is no better place to savour it than in the fishing villages between Negril to the south coast. If you are interested in unique beachfront dining experience, you can stop at the Alligator Pond’s Little Ochie, where you can enjoy your meals on a boat on stilts under a thatched roof overlooking the sea. Along the roadsides, you’ll notice farmers selling fresh produce and fruits such as jackfruits, sour sops, mangos and coconuts. You can also check out the local drinks such as the ice-cold jelly made from coconut or root wine made from various indigenous herbs and roots boiled in molasses or honey. Then there are various craft markets along the roads where you can shop for souvenirs such as hand-painted woodcarvings, bamboo shakers, quirky t-shirts and live Dancehall compilation tapes.
Discover more about Jamaica vacations and staying in self-catering accommodations like Silver Sands villas, go to: www.mysilversands.com. third quarter 2011
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earthtalk
Some dry cleaners offer
Wet Cleaning vs. Dry Cleaning. Here’s why. The dry-cleaning industry has come under attack in recent years for its use of perchloroethylene (“perc”), a noxious chemical solvent that does a good job cleaning and not damaging sensitive fabrics but which is also considered a hazardous air contaminant by the U.S. Environmental Protection Agency (EPA) and a probable human carcinogen by the International Agency for Research on Cancer.
A
lso, exposure to perc can irritate the skin and has been associated with central nervous system disorders. Dry cleaners are required to reuse what perc they can and dispose of the rest as hazardous waste, but there are still concerns about contamination at and around sites that don’t follow best practices. California has banned the use of perc by dry cleaners beginning in 2023, and several other states may follow suit. Given the issues with perc—and the fact that most of the nation’s 34,000 commercial dry cleaners still use it—many consumers are demanding greener ways to get their fine clothes and fabrics clean. So-called wet cleaning—whereby cleaning professionals use small amounts of water, nontoxic detergents and conditioners (instead of perc and other harsh detergents) inside specially designed machines to get fine garments and other fabrics clean—is one of the most promising alternatives. “The garments are agitated in the computerized wet cleaning machine just enough to extract 28
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Exposure to perc can irritate the skin and has been associated with central nervous system disorders. Dry cleaners are required to reuse what perc they can and dispose of the rest as hazardous waste, but there are still concerns about contamination at and around sites that don’t follow best practices.
By the Editors of E The Environmental Magazine earthtalk@emagazine.com www.emagazine.com/subscribe the dirt and grime, but not enough to alter the structure, size or color,” reports the website Earth911.com. “The garments are then transferred to a high-tech drying unit that [that] automatically stops once the prescribed level of moisture is reached.” Earth911.com adds that after drying, wet cleaned garments are pressed, hung up and bagged for pick-up by or delivery to customers— just like at the dry cleaners. The EPA is encouraging dry cleaners to make the switch to greener solvents through a cooperative partnership with the professional garment and textile care industry. The agency’s Design for the Environment Garment and Textile Care Partnership recognizes the wet cleaning process as “an environmentally preferable technology that is effective at cleaning garments.” Another green alternative to perc is also starting to catch on: using pressurized carbon dioxide (CO2) to get fabrics clean. CO2 exists as a gas at low pressure but turns to liquid at higher pressure and can serve as a solvent in tandem with non-toxic soap to get materials clean. “Clothes are placed in the dry cleaning machine drum and cool CO2 is pumped in until, at high pressure, [it] becomes a liquid,” reports Corry’s, a leading drycleaner in the Seattle area. “After the wash cycle is complete the CO2 is filtered, and the pressure is released spontaneously converting the CO2 back to a gas from a liquid. The CO2 then goes back into the holding tank. The clothes are left clean, smelling fresh, cool and perfectly dry.” There are other greener processes out there as well. If a new cleaner opens up in your neighborhood, chances are they are using something cleaner than perc (or they should be). So make sure to go in and ask.
technology
Enhance Business marketing with Mobile Barcoding Technology By Cem Guven Mobile barcoding is the latest technology of accessing web pages in your mobile phone by using the camera in the phone to capture the web address. Companies today are enhancing their image and development with the introduction of mobile barcodes. Attractive prizes, coupons and incentives are announced by companies and customers can easily get the services and incentives they want by just identifying the image or codes given by the companies using mobile phones. By capturing the particular picture or code, users get access to the requested web page within seconds. Since the camera in the mobile acts as the barcode reader, this is the easiest and most advanced way to achieve the desired results in this busy world.
U
sing barcodes in business cards, magazines and other marketing tools is common nowadays because of the excellent positive results offered both to the organizations and customers. Mobile barcode technology is also used to know more about the customer preferences, services and products people look for and the location of customers. This helps companies and business organizations to market new and exciting products in a quick and attractive way. Even though the method of embedding barcode technology is new as a marketing tool, it is common all over the world because of its attractive benefits. Cameras of mobile phones scan and capture barcodes found in books, business cards and magazines directly and redirects to the corresponding web page. Here is the key technique behind this interesting application; just by pre-installing the client software into the mobile phones, the system works perfectly and the camera present inside the phone works along with the specific software by scanning and reading the codes provided.
Growing a small business doesn’t just happen. It takes a lot of hard work and planning to both grow the company today and sustain the company over the course of time.
services based on their requirements by browsing over mobile phones. People look for instant outcome in whatever they need and this is effectively satisfied with the introduction of mobile barcodes. By attracting customers, this system gives the expected profits and drives high web traffic, thus acting as an efficient marketing and advertising tool. Mobile barcode systems are the simplest way of advertising special offers and products to a wide range of customers. Such applications also serve as an effective communication tool between customers and companies. Cem Guven is an expert writer and has written numerous articles on barcode automation and the concept behind this latest technology. Mobile barcode systems are the effective technique to enhance business development and customer relationships. Learn more about how mobile barcode automation works at: http://www.mobisis.com)
There are companies which create applications for mobile barcodes based on industry standards and recognition of images, characters and numeric codes are the key concepts behind the barcoding technology. Camera, which is the barcode reader, scans and recognizes the unique codes and once after recognition, it links the customers directly to the client website. Mobile barcoding helps customers to look for products they need and select third quarter 2011
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Latin Events Network presents Alan Berg.
Kimberly Shenker-Bacardi’s birthday to benefit Food for the Poor.
CAMACOL The Grocer’s Day Celebration. AMNIC and the DR-CAFTA Alliance of Chambers 190th Anniversary Central American Independence 30
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third quarter 2011
latinbiz networking events Lizarran, Coral Gables, FL
Bongos, Hollywood, FL
Cafeina, Miami Art District, FL
third quarter 2011
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