BIZ Magazine Sept. 2014

Preparing to Win

Dealing with Changing Markets

BIZ. Tools

Books, Podcasts, Apps & More September 2014

Sweet Success Pop UP Program Opens New Markets to Entrepreneurs

Carnivores Rejoice!

Longwood General Store Is A Quirky, Fun Outing For Steak Lovers

APP of the

MONTH Page 8

DELIVERED TO BUSINESS LEADERS THROUGHOUT SHREVEPORT-BOSSIER

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Biz. Magazine • September 2014

The First Word

B

Businesses can capitalize on special circumstances and shifts

e forewarned: I’m about to discuss soccer. But stick around, because I will tie it back to the business world. Let’s look at this summer’s 2014 World Cup. The U.S. Men’s National Team competed in the world’s most watched sporting event held every four years. They were arguably in the toughest group and were given very little chance to advance in the tournament. It was kind of a big deal. Let’s rewind to early June when they played their opening game against Ghana, their recent arch nemesis at the World Cup. Twitter blew up. Posts filled Facebook feeds. Jerseys were available at stores that hadn’t carried one single item of soccer paraphernalia before. Why? Because it was an Opportunity Bubble (remember that phrase, you heard it here first).

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An opportunity bubble is the chance to capitalize — monetarily, awareness-wise, or through service — on a short-term event. That’s what we saw with major media, sponsors, and fans throughout the World Cup. The majority of Americans don’t care about soccer. But when the USMNT plays every four years, passions ignite. It’s a chance for everyone, from ESPN and Nike down to a small town sports store, to make some money.

But, that chance only exists for as long as America is playing and winning. If America loses that dramatic first game against Ghana, all the hype, attention, and merchandise has been for naught. The bubble bursts very quickly. Those stores that bought dozens of shirts, caps, jerseys, etc. have taken a big hit. It’s definitely a high risk-reward scenario.

So you have to find an opportunity bubble and be set up to take advantage of it. But you need to be prepared for that bubble to burst early. There’s an inherent risk in seeking to gain anything from an opportunity bubble and you have to assume that risk. Once you get what you need and get out before the bubble pops, you have to be looking ahead to try and spot the next bubble.

In this month’s issue of BIZ., we’ll discuss people and businesses who have found longer term opportunities that attracted new audiences. These may be through an opportunity bubble type of situation or through a shift in the market. The thing about an opportunity bubble is it gets your brain working and makes you less adverse to change. So even if you can only take advantage of a business venture for a month, if you found value in it, you’ll be more apt to give another one a shot or see that you need to completely change your business model altogether.

In changing markets, a lot of change is forced. It can be sudden and violent, or long and slow where a blind eye catches up to you. But when that shift takes place, you’ll definitely have to change and find a new way to do business/seek a new audience, or you’ll become extinct.

Nobody likes change and nobody certainly likes bearing the brunt of risk. But sometimes the pros outweigh the cons and you have to make that leap.

Let us show you lessons learned and how to minimize that risk. Or at least limit some sleepless nights over it.

Sean Green

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Sean is vice president/publisher of BIZ. You can follow him on twitter @editorsean.

September 2014 • Biz. Magazine

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Contents 20

Entertainment Season Has Arrived Fall brings entertainment offerings to Bossier City venues

On the Cover

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Living the Ice Cream Dream

Pop UP gives new business, others a chance to reach wider audience

The latest round of downrtown Pop UPS includes a entrepreneur couple who are living their “Ice Cream Dream”

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Spotlight: Knowing Your Market Vita Riner highlights the Hispanic market through magazine, radio station

Regulars 3

Can You Recognize an ‘Opportunity Bubble?’

Businesses can capitalize on special circumstances and shifts

1= N +

BIZ. News Online

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Prepared to Win

6

Solid Ground

Change is inevitable; How you deal with it makes the difference

A good action plan is key to handling a changing market

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You Need A Coach

Want to advertise? http://bizmagsb.com/adrates/

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Opening up to New Markets

Volume 5, Number 6 | ©Copyright 2013 by Specht Newspapers, Inc. All rights reserved. BIZ. is published each month by Specht Newspapers, Inc. at 4250 Viking Drive, Bossier City, LA 71111. Telephone (318) 747-7900. Information in this publication is gathered from sources considered to be reliable, but the accuracy and completeness of the information cannot be guaranteed.

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Carnivores Rejoice

The BIZ. website at www.nwlabusiness.com is Shreveport-Bossier’s home for business news, updated as it happens. In addition, users can sign up for a free BIZ. Daily Report to keep up with BIZ. news from the comfort of their Inbox.

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Biz. Magazine • September 2014

In a changing market, a business coach can offer encouragment, guidance

Here are three ways to market your product or service in this changing world

Longwood General Store Is A Quirky, Fun Outing For Steak Lovers

Win-Win Powertools

Prepared to Win

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Change is inevitable; How you deal with it makes the difference

ew BIZ Publisher, Sean Green, sent me the BIZ Topic for September (New Audiences and Changing Markets) and all I could think of was Doris.

Doris is one of my fond memories from the time when I traveled across the country speaking to groups about Winning.

Jerry Frentress Speaker & Coach, Win-Win Power(ful) Tools for Sales, Service and Employee Interviewing. Website: www.WinWinPowerTools.com.

Business Facebook: www.Facebook.com/WinWinPowerTools . 453-6080 / Bossier City

By now, you have seen that Win-Win is our (wife, Andrea and I) company name. It is borrowed from the Steven Covey book….”The 7 Habits of Highly Effective People®”. I highly recommend The Seven Habits of Effective People ®to everyone. It had major positive effects on my personal and professional life.

I met Doris in Virginia. During all of my

speeches and seminars, I talk about “Winning”. I ask three questions that I hope will stimulate thinking. “Do you like to win?” “Do you want to win?” and “Do you play to win?”

There is a big difference. We all “like” to win, but do we want it badly enough to go out there and “play” to win? Interesting questions for your staff and when you are interviewing prospective employees.

Now back to Doris and today’s BIZ topic of New Audiences and Changing Markets. Due to traffic that morning in Virginia, Doris arrived to our meeting just as I finished asking the winning questions. To have a little fun, I greeted Doris and brought her up to the front of the room. I discovered Doris had a sense of humor

when she bolted to my side. Before I knew it, she had wrestled the microphone from my hand and she was telling the audience all about her business. We all immediately loved Doris’ passion and enthusiasm. She seized the opportunity to prospect and network the room. She literally won the room!

When she finished talking about her business and her goals, I asked her the winning questions I had previously ask the audience. Doris silenced the audience with her reply….. “I envision that I have already won!”

As the business world in the market place is changing, are you ready? Are you envisioning the big opportunities and the big win?

Are you ready?

Good Selling!

Jerry

September 2014 • Biz. Magazine

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Marketing B-S (Bossier-Shreveport)

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Solid Ground

A good action plan is key to handling a changing market

ecently, I made a fly fishing trip to Colorado. On our first full day there, it was time to wet a hook. Never having fly fished before, I was no where near experienced enough to wade out in to unstable waters. However, I did just that. I quickly realized that I was in serious trouble.

Randy Brown

Advertising/Marketing Guru He is the Advertising Director for Bossier Newspaper Publishing Company, Inc., publishers of the Bossier Press-Tribune and BIZ. Magazine, as well as Publisher of the BPT. Randy may be reached at rbrown@bossierpress.com

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Biz. Magazine • September 2014

situations without having our feet firmly on the ground. Yes, risks are an ever present factor in the business world. We often times have to step out into the current and take risks. However, have we properly assessed the risk(s) that we are taking? What is your risk assessment process?

In going after the perfect fishing spot, I waded out into a swift current and got carried downstream. I was scared. Without my legs underneath me, I had very little control over the situation. After being pulled out by my fishing partner using the tip of his fly rod, I sat on the bank of the mountain stream and begin to think.

Though I have been there many times, I don’t like looking or feeling stupid. Once in the middle of the stream with the current rushing against me, I took the next step without having my feet firmly underneath me. Thus, I felt pretty stupid. No move or step forward is totally guaranteed. However, I should have made sure that I was standing on solid ground before taking the next step.

Of course my first thought was to thank God for keeping me safe. Then, I started to think of how often in our business lives we get into various

In short, this made me think about business planning. We should all have a proper plan of action before we embark upon a new business activity.

Base your plan on your past experience(s) and also on where you are trying to go.....your final destination. A good plan of action will help to insure that your feet are firmly planted. It will give you more control over the possible situations, roadblocks and obstacles that are certain to arise. Thus, a good action plan will be the cornerstone of your future success and will also help you to stand on solid ground.

September 2014 • Biz. Magazine

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Biz Tools

Do Something The speed of business is ever increasing. The successful business leader stays on top of the tools and information to help his company grow.

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Book of the Month

en years after the worldwide bestseller Good to Great, Jim Collins returns withanother groundbreaking work, this time to ask: why do some companies thrive inuncertainty, even chaos, and others do not? Based on nine years of research,buttressed by rigorous analysis and infused with engaging stories, Collins andhis colleague Morten Hansen enumerate the principles for building a truly greatenterprise in unpredictable, tumultuous and fast-moving times. This book isclassic Collins: contrarian, data-driven and uplifting. — Amazon.com

Come See BIZ. Live!

Friday Mornings @ CoHab

App of the Month Google Chrome

Google Chrome is a practical alternative to onboard browsers such as Safari and Internet Explorer. It seemlessly integrates with GMail and other Google Apps.

Chrome is also available as an iOS App, making it a great browser for mobile use. It even keeps settings, passwords, etc between devices.

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Biz. Magazine • September 2014

More Tools

Podcast of the Month Ask Pat I’m Pat Flynn, a regular guy who happens to be a successful online entrepreneur. You may know me from my other podcast, Smart Passive Income, which is consistently ranked as a #1 business podcast. I love hearing from my fans, and boy do they love sending me questions :) That’s why I’ve started the AskPat podcast. AskPat is a brand new, DAILY podcast. Each episode features an actual question submitted from someone like you! I won't be able to answer everyone's question, but I'll do my best to get through as many of them as I can. Now, plug in those headphones because it’s time to learn together about online business, entrepreneurship, internet marketing, audience building, passive income, blogging, list building, virtual assistants, startups, search engine optimization, email marketing and so much more.

— Pat Flynn, via. Stitcher Radio

On the BIZ. Tools Podcast This Month: BIZ Q&A

Last Month Beating the Competition It’s the Little Things Listen to the BIZ. Tools Podcast at: boztoolspodcast.com

#WorthFollowing @editorsean @davidaspecht @bizmagsb @cohab @Entreleadership

September 2014 • Biz. Magazine

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Put us to work for you.

While LCI Workers’ Comp has never loosened a single lug nut, we have worked alongside local business owners for more than 25 years—providing expert guidance, exceptional service and free training programs like QuickBooksTM , online marketing, and safety education. :: lciwc.com :: 985-612-1230 10 Biz. Magazine • September 2014

Uncommon Sense Marketing

You Need A Coach

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In a changing market, a business coach can offer encouragment, guidance re you considering a change in your business? Different target clients?

Different products? Are you trying to break through to bigger results?

When you want to change something in your existing business, consider the help and support of a successful coach who has walked that road before you.

Making big changes and having that business break-through sometimes means a little break-down first! You’ll be facing down the border patrol in your head that is screaming, “Stop! Don’t go there. Stay right here inside the comfort zone,” yet you go there anyway. You may have a little fear of failing or you may have a little fear of the unknown, but lace up anyway and crash through the border.

A business coach will guide you in the right steps to take and then hold you accountable to making the changes required in your business. They can see the forest through the trees for you. Let’s say you have a new set of products to offer or a new market you are trying to break into. Together you can create a simple marketing plan with dates and to-do’s and then, “Get after it!” Take time every single day to work those steps. It might be making phone calls for 15 minutes every day or connecting with your new audience in a new location, whether that’s online or face to face.

Your coach is there to support you and kick you in the rear. Action = results.

Amy Kinnaird

Marketing Strategist Trainer and Speaker With over 35 years experience in marketing and training, Amy helps business owners put together the right plan. If you struggle with your marketing and don’t know where to start…

If what you used to do for marketing isn’t working anymore…If it’s time to get clear about your business and come up with a good plan…call Amy at 318-795-0520 or visit her website: www.UnCommonSenseMarketing.com

There are a zillion business coaches (all very different) and it behooves you to find the right match for your situation. Some coaches have a canned curriculum, some are very free form and a lot are a mixture of both. In the last 6 years I’ve had 7 different coaches and gotten something different from each one. Interestingly, none of mine were local, so all of mine have been phone coaching. They have been instrumental in my growth, changes and success.

The one thing my coaches had in common is that they were farther up the ladder than I was. They are able to assess your current position and create a plan to get you to where you’re headed. And they require you to constantly work outside your comfort zone. Now, that knee-knocking, teeth-chattering feeling many not completely go away, but you learn to ignore those voices in your head and just do it anyway.

September 2014 • Biz. Magazine

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From the Shreveport Chamber

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Roads Are Key to Economic Growth n order to get our nation back to work, we have to be able to get to work. Louisiana has over three million registered drivers, traveling regularly on over 125,000 miles of road, according to census data from the Federal Highway Commission. In total, the United States has over 4 million miles of roadway. Our economic prosperity, as a state and a nation, relies strongly on the infrastructure created by these interconnected, paved thoroughfares.

Michael Doughty

Michael G. Doughty is vice president of Membership Development and Marketing for the Greater Shreveport Chamber of Commerce.

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Our nation’s roads, and over 600,000 attached bridges, are repaired and maintained from funding collected in the Highway Trust Fund. The Trust, while solvent for the remainder of 2014, is projected to have a $15 billion shortfall next year, and will require over $100 billion in new revenues to remain solvent through 2020, if the current spending levels are maintained.

Funding cuts are not likely, as adequate roadways provide an essential infrastructure upon which the nation’s economy functions.

The Greater Shreveport Chamber of Commerce has been aware of this shortfall and has advocated to congress that we must find alternative

sources of revenue in order to keep the Trust Fund stable. The issue of funding is one most legislators agree must be addressed, however debate still remains on how to pay for the shortfalls.

This is why Thomas J. Donohue, President and CEO of the U.S. Chamber of Commerce is asking lawmakers for a simple fix; raise the gas tax. The US Chamber is asking for a modest, phased-in increase, to the gas tax, which accounts for inflation levels. The tax has not been raised in nearly two decades, and with more fuel efficient cars on the streets, and with Americans driving fewer miles in recent years, the current tax level produces an untenably low revenue source for the trust.

The US Chamber has already gained the support of major labor industries such as trucking and shipping, and hopes individual motorists will also support the initiative, if they can be convinced the funding will go only to the most essential products.

In addition, the US Chamber hopes to leverage

public-private partnerships and private investment of global capital, in order to offset some the cost. The US Chamber hopes any funding increase accompanies efforts to create greater spending transparency, as well as badly needed reforms to regulatory and permitting processes.

A permanent funding solution will provide a more infrastructural certainty to businesses and state institutions, as well as any organizations which rely upon our nation’s roads, bridges and highways.

A long-term revenue solution is essential, and Congress must act before the year’s end. The consequences for inaction would be detrimental to our ongoing economic recovery and continued growth.

The Greater Shreveport Chamber of Commerce joins with the U.S. Chamber in urging congress to seek long-term solutions to preserve and advance our transportation infrastructure.

Business Development

Opening up to New Markets

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Here are three ways to market your product or service in this changing world

inding a new market for your service can be incredibly challenging. Here are three directions that may help you branch out. Facebook ads have a couple new features. One way to start is with a list of current customer emails. Put the list into a Comma-Separated Values (.csv) file and you can load that file to your company’s Facebook profile. Ask Facebook to invite all your contacts to ‘like’ your company page. Then, use that list to target your Facebook ads. You can target all sorts of demographics, or target your current fans and their friends, but now you can target “Lookalike Audiences” as well.

If you choose to target a lookalike audience, Facebook will use its algorithms to find people who share characteristics with your current core audience, and your ads will show up in the feeds of Facebook users who have the same demographics and behaviors as the people who already like your company.

The other new feature has to do with the Facebook phone app. Admins now have much more control over their company’s Facebook ads via the app, whereas before the ad controls needed to be accessed through the desktop interface.

Don’t forget about the government! Government agencies need everything a regular business needs, and more. Our community has a wonderful Government Procurement Center (318-6772530 or nwlagpc.org) in the Greater Shreveport Chamber of Commerce. The staff there makes sorting out the red tape for preparing to do business with the government as painless as possible. And it’s a free service!

Jill Macchiaverna Jill is Publicity Chair, Business Development Connection for the Greater Shreveport Chamber of Commerce.

Finally, get out of the office! Going to an event for an industry that you think is completely unrelated to your business is a great way to find a new market. If you aren’t already planning on going to the upcoming DigiFest events in Bossier City this month (digifestsouth.com), start with the DigiTalks on Tuesday, September 16, at 11:30am in Margaritaville’s Paradise Theater. Janine Jordan of the Digital Music Alliance and Louisiana Lt. Gov. Jay Dardenne will be the speakers. Presented by AFCEA ArkLaTex Chapter, the luncheon is $20 for non-members and $15 for members. If you just want to hear the talks, which start at noon, you can sit in the theater’s balcony seating and listen for free.

Don’t forget to bring your business cards!

September 2014 • Biz. Magazine

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Cover Story

Story By Sean Gree Photo By Amanda Crane

Living the Ice Cream Dream

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Pop UP gives new business, others a chance to reach wider audience

ne of the regular experiences of retail shopping is “here today, gone tomorrow” — stores open in strip malls one day, only to close a month later. But this past May, the Downtown Shreveport Development Corporation, Downtown Development Authority and Citizens National Bank embraced the trend of stores with short shelf lives, and turned it on its head to make the ticking clock work for the business instead of against it.

Called Pop UP, the initiative saw 12 businesses ranging from restaurants to home décor take a low-risk chance at gaining a new audience by opening for two weeks at vacant storefronts in the Red River District rent-free. The buzz of this limited time event saw thousands of shoppers visit these stores, creating a vibrancy in an otherwise quiet space.

“To be honest, we had no idea how Pop UP would do. We knew that the concept had worked in other cities but it was new and unique to us,” said Liz Swaine, director of DDA. “We knew we were onto something when the applications started coming in. We realized pretty quickly that there was a pent-up desire for more of everything downtown — more amenities, more shopping and dining opportunities, more pedestrian experiences, and Pop UP just checked every one of those boxes.”

Success breeds success to a point where there are three more Pop UPs scheduled through the end of the year. The first of these is schedule for later this month, September 22 through October 3, in the Business District at the Zodiag Building, 614 Texas St. One of the businesses taking advantage of this Pop UP will be Fleur de Crème Gourmet Ice Creams and Sorbets.

Owned by Summer Black and Jayson Salter, Fleur de Crème is trying to attract a wider audience for its gourmet and artesianal ice cream.

“We’re the perfect candidate. Pop UP caters to small business that need to reach foot traffic.”

Black said her goal with the one-year-old business is to create something memorable for the community.

“I was born and raised in Shreveport, so I wanted to bring something memorable for our community, memories of their hometown ice cream shop.”

Headquartered out of her home in Keithville, Fleur de Crème has partnered with a local creamery, Flowing Hills Creamery, for the base of her ice cream and uses local, high quality ingredients such as free range eggs.

The business is currently operating out of a cart at the Outlets at the Louisiana Boardwalk every week but Black aspires to open her first shop in downtown Shreveport soon. The Pop UP is a great way for her to test the water and get a first hand, real

Continued on Page 18 14 Biz. Magazine • September 2014

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September 2014 • Biz. Magazine

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Dave Says — On Business Buy the building?

Dear Dave, I’ve been renting a 5,000-square-foot space for my small business. I’ve been at this location for just over a year, and the landlord has asked me if I’d like to buy the entire location. It includes two adjacent tenants, and he’s asking between $150,000 and $200,000. I’m currently paying $1,300 a month rent, and that amount would almost cover the monthly mortgage payment if I bought the building. What should I do?

Tucker Dear Tucker, That’s the great misnomer about those kinds of situations. You can get out of a tenant situation pretty easily and move on. But you can’t just get out of a mortgage situation and move on without selling the property.

If your business had been around a little longer, and you had the cash to buy it, I might suggest doing this. But there’s a problem with buying real estate associated with the operation of your business, and it’s one I’m facing myself. I’ve got a 64,000-square-foot building that our business operates in. I’ve also leased another 40,000 feet out back from the company that owns it, and I bought another building next door, because we’ve outgrown the first building. Now, I’m having to fight all the time to make sure I don’t conform my business to my building, and instead make the building conform to the business. It’s really tempting, in other words, to not grow and have to move out of this place we love.

But the problem can be that if the business is growing, is shrinking or hasn’t been open long enough to stabilize, a piece of real estate can start being the tail that wags the dog. I love real estate, but I’d remain a tenant in your situation. A, you don’t have the money; and B, you haven’t been doing this long enough to know what your real estate and physical plant needs are going to be.

—Dave

Even band partnerships are bad Dear Dave, My buddies and I put a band together, and we’ve started playing lots of shows and making pretty good money. We all realize the need to start treating the band like a business, so what’s the best way to do that?

Chuck Dear Chuck, The first recommendation I have might feel a bit uncomfortable, but I wouldn’t set up the business side as a partnership. Very few partnerships work out smoothly, because of the unavoidable personal and professional drama that creeps into things.

I live in Nashville, and I’ve seen stuff like this happen more than once. Drama is a business killer, and the bands I know that have been the most successful are the ones that function with a primary or controlling owner. They have someone who owns the band, and the other musicians are employees of the band. You can pay an employee per gig, or even a percentage of the net profits the band is making. You can do a lot of those things, but there’s still a question at the end of the day — who owns the name? If the drummer quits, does he get to take stuff with him? You don’t want to get into a bunch of that stuff, because in most cases making decisions by committee doesn’t work. Just ask the government!

Imagine this. A guy stays with you for three years and shows up late half the time and drunk the other half. He finally quits, and then four months later the band gets a $2 million record deal. I guarantee you he’ll come around wanting a piece of it. That’s the kind of drama I’m talking about, and it’s something you just don’t need from a business aspect.

Dave Ramsey Dave Ramsey is America’s trusted voice on business and money. He has authored five New York Times bestselling books, including EntreLeadership. The Dave Ramsey Show is heard by more than 8 million listeners each week on more than 500 radio stations.

Follow Dave on the web at www.entreleadership.com.

16 Biz. Magazine • September 2014

If you want to agree upon and set up a system where money goes back into the business, that’s fine. There’s nothing wrong with holding back 20 percent for growing the bank, then splitting the rest between the members.

There are lots of formulas you can work from that will provide for the band as a whole and its members. But I don’t recommend partnerships at all. And I strongly advise you to stay away from one in a band!

—Dave

Spotlight

Knowing Your Market

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Vita Riner highlights the Hispanic market through magazine, radio station inding a new audience doesn’t always mean creating new fans and customers, it can be as simple as tapping into one that is already there.

Local media manager Vita Riner has used her Mexican heritage to spotlight the local Hispanic market through her magazine “Vita Latina” and heading up La Invasora 92.1, the only Spanish radio station in northwest Louisiana.

“I wanted to have a place for our local business leaders to connect and advertise as well as showcase cultural and social events happening month to month in a bi-lingual format,” said Vita.

After emigrating to the U.S. from Guadalajara, Mexico in 2002, she created Vita Latina magazine in only two short years. Her desire to publish the magazine grew out of her bicultural marriage — Vita wanted to share more about her culture and heritage with her husband. She realized then there was a void in northwest Louisiana serving the Latin community.

“I wanted it to be a bridge for both cultures, giving our adopted country importance while honoring our roots,” Vita explained.

In 2007, she sold the magazine to The Radio Group and stayed on as the editor. In 2009, she took on the position of Hispanic Market Manager, heading both the magazine and La Invasora 92.1. In addition, Vita organizes community events focused on spotlighting the progress and growth of the local Latin community — events such as Hispanic Entrepreneur Gala, Hispanic teacher’s day, the Dia de los Muertos festival, and Hispanic Heritage Day. “It has been a great experience and accomplishment for me to be able bring a project to full realization after only being in this country for two years. I have been privileged to

It has been a great experience and accomplishment for me to be able bring a project to full realization after only being in this country for two years.

bring the stories of many inspiring entrepreneurs, leaders, artists, politicians and everyday heroes in our community to life.

However, Vita noted that with great rewards come great challenges, namely the language barrier and convincing others of the Hispanic audience already here in ShreveportBossier.

“My first challenge was learning the English language in the business world. Next was informing the market about the economic strengths and purchasing power the Latinos have in this area.”

Throughout her short but successful career, Vita has a few tips for other area entrepreneurs and business leaders.

“Continue working hard at what you are passionate about and continue your education as well. Always be ready to embrace any opportunity that crosses your path and show an active commitment to works within your community. Finally, you can find great reward in sharing with others your knowledge and experience — pay it forward!”

September 2014 • Biz. Magazine

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On the Economic Development Front

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A Roadmap for Future Growth he North Louisiana Economic Partnership (NLEP) recently unveiled our new comprehensive strategic plan that provides a roadmap for NLEP and the region for the next five years. Developed by nationally recognized TIP Strategies based in Austin, Texas, our new plan establishes a common vision, a set of goals, and a list of priorities for NLEP and its stakeholders.

Having this guide for economic development can amplify the impact of the region’s collaborations and collective actions by ensuring everyone is working from the same playbook and towards the same end. The plan is structured around the vision that North Louisiana will be a thriving region, a destination for high-quality talent, innovative companies, and global investment.

Scott Martinez President, NLEP He is the President of North Louisiana Economic Partnership (NLEP), a publicprivate partnership dedicated to promoting economic development in North Louisiana. Send comments to feedback@nlep.org.

To support this vision, NLEP provides professional economic development services to the 14-parish region of North Louisiana, including lead generation and prospect management. The organization also represents the interests of North Louisiana with a unified voice and as a single point of contact. It acts as a catalyst, a convener, and a connector in the region to ensure that North Louisiana’s economic development potential is realized.

The goals of a strategic plan support the vision and guiding principles of the organization. For

North Louisiana, the strategic plan identifies three goals. The first goal encompasses our core mission of promoting economic development through a world-class program for fostering business attraction, retention, expansion, and creation. A new secondary goal includes talent recruitment and workforce development in order to create a strong pipeline of talent to support current and future employers. A third goal for NLEP is to act as a unified voice for the region to promote economic development.

Additionally, the strategic plan identifies two broad industry categories which the region should target: advanced manufacturing and professional services and information technology.

NLEP will concentrate resources and business development efforts to attract companies in these sectors, because these sectors display strong growth potential and fit North Louisiana’s comparative advantages, talent pool and assets.

Professional & IT support the region’s transition to a knowledge economy. These targets reinforce the region’s newer assets and capitalize on the momentum from the CSC relocation to the Cyber Innovation Center (CIC) in Bossier City, CenturyLink’s headquarters expansion in Monroe, and our high tech assets, including the CIC and Louisiana Tech University’s Enterprise Campus, the area’s latest research park.

This strategic plan is the culmination of months of research, a lot of hard work from TIP Strategies and NLEP staff, and much input from stakeholders and the NLEP Board of Director. It will become a road map for North Louisiana’s future economic prosperity.

Manufacturing is a “defensive target.” This target sector capitalizes on the region’s historic strengths in manufacturing—backfilling buildings and absorbing production workers. In addition, the sector offers the possibility for capturing growth from a trend called “reshoring.” A growing number of American companies are bringing their operations back to the U.S. as foreign labor markets become more expensive.

Pop UP: Program helps startups find/attract new customers Continued From Page 14

time experience of what that would be like.

“As soon as we started making ice cream and letting people sample it, everyone suggested the Pop UP as the next step and we felt like it would be a great opportunity,” she said.

Pop UP’s benefits to participants is that it attracts a new, wider audience to create not only awareness, but a new tribe of followers and customers.

“I think businesses have their customers and it’s hard, inconvenient, costly or they just aren’t sure how to find a new, untapped customer base. Pop UP takes a business outside its comfort zone and puts them smack dab into a the middle of a potential new customer base,” Liz said. “Chances are going to be very good that MOST of the people coming in during the run of a Pop UP will be folks the business has never seen before. The business can grab that new market share or

18 Biz. Magazine • September 2014

realize that the response is not what they hoped and change their business model on the fly.”

One of those participants who saw the promise of Pop UP deliver was Haute Goat Creamery. Operating for three years in Longview, Texas, the businesses wanted to attract a new audience across the state line.

Through their Pop UP experiment, they found success in attracting not only a new audience, but one that is different from their regular clientele.

“It was a unique way to get our product in more hands,” said co-owner Laura Vanderbilt. “I felt the audience in Shreveport was more savvy and knowledgable about the product.”

While not being a stranger to ShreveportBossier, having been a vendor in the Shreveport Farmers’ Market with her husband and co-owner Jeff, Laura wanted to expand their local base and saw Pop UP as the perfect venture.

“We signed up because we were so

pleased with Farmer’s Market and saw customers valued our product and had been thinking of a retail space in Shreveport in the future. Pop Up was a perfect match to see how well that might work,” said Laura “We had no idea what to expect, we went in with eyes wide open, and it ended up being fabulous beyond our wildest expectations,” she added.

Besides providing exposure to people who don’t attend the farmer’s market, Haute Goat Creamery saw the chance pay off by gaining four more Shreveport area retail carriers for their product.

“Going to the farmer’s market, the audience was a different type of audience than I was used to dealing with. People want convenience products and ready-made items.

The Shreveport customers was going beyond eating with a cracker, they were cooking with our products and that’s what exciting for me.”

As more and more stores Pop UP across Downtown Shreveport, Liz says the concept has a very high ceiling, with property owners and managers having the freedom to embrace and utilize it for their own spaces.

“The concept doesn’t belong to us. ANY property owner or manager downtown can do it. I hope some do. I would love for them to take any currently vacant high-profile space that they are already paying to heat and cool and run a contest to move a business in rent free for a period of time. Get some excitement going in the space, help create a destination in your property.”

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Workforce and culture challenges bring a new way of doing business

he way we do business may look a little different in the coming years. The workforce is shifting and with that brings new challenges that need to be met in order for our economy to thrive. We are seeing efforts on both the national and local levels to bridge the employment gaps and produce a qualified pipeline of candidates. Educational standards are being elevated and curriculum is shifting towards job ready skills and STEM fields. Community partnerships help to get the right players at the table in order to develop the community as a whole.

As we continue to make great strides, the issue of immigration reform cannot be ignored. The US Chamber of Commerce is calling for comprehensive reform because it’s the right thing for our workforce and economy. In a recent interview with the US Chamber, serial tech entrepreneur and start-up investor, Steve Case, shared why he believes reform is crucial. “If we are going to continue to remain the most innovative, entrepreneurial nation, we have to win what is now our global battle for talent. I don’t view immigration as a problem that we need to solve,” Case says. “It’s more of an opportunity we need to seize if we’re going to remain the most entrepreneurial nation.” While you may be on either side of the fence on this issue, legislation has come and will come in the future addressing this issue. Is your business ready?

Ginger Collier

Director of Communications, Bossier Chamber of Commerce

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While workforce plays a big role in the making of an economy, business culture is also a key component of the economic success mix. We mentioned earlier about the shifting workforce and as a result companies and employers are changing the way they work. Traditional workplace and office settings are being replaced with collaborative settings where employees can co-solve problems and contribute to solutions regardless of their role within their company’s hierarchy. As we watch the new wave of the workplace come into its time, let’s not forget that adapting and embracing change may be challenging but can be both rewarding and profitable.

September 2014 • Biz. Magazine

19

NWLA Tourism

STORY BY Chris Jay

Entertainment Season Has Arrived

A

Fall brings entertainment offerings to Bossier City venues s summer comes to a close, a busy season of big-name entertainment offerings is set to kick-off in Bossier City. Fall is always packed with live music and major events, but the coming months seem especially busy for Bossier City venues.

The 35th annual running of the Super Derby at Harrah’s Louisiana Downs will be held on Saturday, Sept. 6. One of the premier races for 3-year-old thoroughbreds in North America, the Super Derby attracts many of the top horses, trainers, and riders from around the country. Racing begins at 2:50 p.m. and will include a day-long program of top-quality races, concluding with the $400,000, Grade 2 Super Derby.

In addition to live racing, the day also features a variety of giveaways, contests and promotions. There will be a kids’ play

20 Biz. Magazine • September 2014

area with bounce houses, a celebrity donut eating contest, a free handicapping seminar at 11 a.m. and a meet-and-greet with the Super Derby jockeys at 12 p.m. A popular tradition, the Super Derby hat contest will award prizes in three categories: “spirit of Louisiana,” “classic,” and “most original.”

CenturyLink Center has a huge slate of offerings planned for September and October, including the Outdoor Extravaganza featuring Phil Robertson of Duck Commander, beginning at 5 p.m. on Saturday, Sept. 6. Other upcoming events at CenturyLink Center include the kick-off of country superstar Eric Church’s “Outsiders” World Tour, with special guests Dwight Yoakam and Brothers Osborne, 7 p.m., Thursday, Sept. 11, as well as the Motley Crue Farewell Tour featuring Alice Cooper, 7 p.m., Sunday, Oct. 12. Fans of NBA basketball will want to mark their calendars for Thursday, Oct. 23, when the Dallas Mavericks will take on the New Orleans Hornets in pre-season NBA action. Ticket prices for the NBA pre-season game are priced with families in mind, with $12 seats available.

Photo Courtesy of SBCTB Preseason NBA action will be coming to the CenturyLink Center

The Stage, an indoor/outdoor entertainment venue adjoining Silver Star Smokehouse & Saloon in Bossier City, has hosted a number of big names in 2014, and will continue to do so this Fall. Country rapper Big Smo, star of the A&E reality television series Big Smo, will perform at The Stage on Friday, Sept. 12.

Nashville-based country band Little Texas, best remembered for the RIAA Gold-certified 1992 album “First Time for Everything,” will perform at The Stage on Thursday, Sept. 25. Doors open at 7 p.m. for live music events at The Stage.

Area casinos also have some of their biggest offerings of the year planned for September and October. Among the biggest acts slated to perform at local casinos this Fall are ventriloquist Jeff Dunham, coming to the Horseshoe Casino Riverdome on Saturday, Sept. 13 and country music legend Merle Haggard, also coming to the Horseshoe Casino Riverdome, on Friday, Oct. 10.

More information on these events and many other events can be found online at www.sbfunguide.com.

Downtown Development

Pop Ups and New Markets

I

Program helps entrepreneurs test the waters downtown n May of this year, the Downtown Shreveport Development Corporation (DSDC), Downtown Development Authority (DDA) and Citizens National Bank did something new, different and a little scary. We asked entrepreneurs as well as existing small businesses to take a chance on finding a new market downtown by popping up in vacant storefronts in the Red River District.

More than thirty small businesses applied and twelve were chosen to give Pop UP a try. They ranged from 3D printing and custom jewelry to a photography/advertising/marketing company to restaurants. Two of the business owners had brick and mortar locations but were interested in expanding their reach into downtown; all the rest were new to storefront locations.

Their experiences ran the gamut—-some had strong internet sales, some utilized social media to get the word out about their products and services, several had experience selling at festivals and farmers’ markets, one sold products out of his home.

The one thing each had in common was the desire to be bigger and more successful, and the willingness to work hard to do it. These twelve entrepreneurs were willing to take that leap of faith to embrace untapped markets and determine if they and their business had what it took to succeed.

When it was all said and done, the majority of our first Pop UP businesses had made money and all had expanded awareness about their goods and services. Quite a few had found new customers, and a few, with the help of UnCommon Sense Marketing’s Amy Kinnaird, an early Pop Up sponsor and supporter, had make some important realizations about how to position their business and structure their sales message.

Downtown Shreveport gained, too, with added excitement, vibrancy and pedestrian traffic. This part of downtown became ‘the place to be’ over the two-week Pop UP. In the next several months, Pop UP will be moving—-first, into the Central Business District, then to Shreveport Common—and we’ll finish out the year in the place where it all started, the Red River District.

Along the way, we’ll show off some great available storefronts and buildings, give our downtown employees and residents more retail and food choices and help these businesses determine if their business model works, and if not, what needs to be tweaked.

We invite you to participate! If you have a business, consider popping up downtown, if you do not, come and check out those who are. The dates for the Central Business District are September 22- Oct. 3, for Shreveport Common, Nov. 3-8, and for the Red River District, Nov. 17Dec. 31. See all the latest details at www.downtownshreveport.com and be prepared to Pop!

Liz Swaine

Downtown Development Authority Executive Director

September 2014 • Biz. Magazine

21

Business Etiquette

Pick a Card

S

Business cards can leave lasting impressions — good or bad ocially, people once used “calling cards” which were placed in special trays and presented by the household staff to the home owner prior to their seeing you. There were very strict rules of etiquette for calling cards. Literally, your card was their first impression of you. The first business cards were called “trade cards” and were used in England in the 17th century as marketing tools, including maps for locating the person. With the industrial revolution and increased business came a relaxing of card protocol. Simply put, it became necessary to provide contact information to more people. The modern usage of business cards had begun.

As with much of etiquette, it is the nuances that make the difference. We subconsciously judge people and it affects how we feel about them. The following business card etiquette rules still apply. Using them enables you to make a positive and professional impression on those you meet.

People exchange business cards because they have established some type of connection or relationship, however thin. Do not distribute your business card to everyone as though you were a black jack dealer.

Instead of offering your card, wait until someone asks. This is classier and doesn’t assume a relationship until it actually begins.

Your business card represents you and your company. Always present a clean card without bends, tears, or other defects.

If you are seeking employment, prepare a card that contains your contact information. You will look professional and enable people to remember you.

When handing your card to someone, give only one unless they ask for more. Giving a stack of cards to pass out to their contacts is presumptive and tasteless. Your cards will end up in the nearest trash can.

Use your right hand when presenting your card and hold it so it can be read as they accept it with their right hand.

Someone has handed you their business card and you would like to make a note about them on it. Avoid this. It is better to remember the talk then make a note after you are alone.

Teri Haynes Owner of Business Interactions, LLC Employee trainer and business etiquette coach www.BusinessInteractions.Net

22 Biz. Magazine • September 2014

Remember the status rule: Juniors exchange cards with juniors and seniors exchange cards with seniors. This equates with how we do business. As a junior executive, never offer your card to a senior executive or ask for her/his card. If he/she offers or asks, know you have made an excellent impression.

C

P M t m

H c

Lunch Break

Carnivores Chris Jay reviews local food every Tuesday at www.20x49.com.

B

REJOICE

Longwood General Store Is A Quirky, Fun Outing For Steak Lovers

y the time I’d driven out to the Longwood General Store in Mooringsport, taken a seat in the gas station/convenience store/restaurant’s dining area and taken a look at the menu, I was already making a mental list of friends that I’d like to invite to accompany me to this magical place. The truth is, I was a fan within 30 seconds of pulling into the parking lot. The food could have been mediocre, and I’d still have left raving about the uniqueness of the place. But, as it turns out, the food at Longwood General Store is pretty great – especially for the price.

Chris Jay Public Relations and Social Media Manager, Shreveport Bossier Convention and Tourist Bureau. He is a monthly contributor to Biz. Magazine.

He may be reached via email at cjay@sbctb.org.

Longwood General Store is located at 3502 Highway 169, about a 20-minute drive from downtown Shreveport via I-20 West and Highway 169.

The remote country store has been there since time immemorial, and in the last 20 years or so has built up a reputation as an outstanding place to eat ribeye steaks, country breakfast platters and daily lunch specials.

My wife, Sara, and I ate medium rare, 16-ounce boneless ribeyes rubbed with Montreal steak seasoning ($21.95), which were served with a baked potato, salad, and (I found this strange, maybe it’s not) a platter of cheddar cheese cubes and crackers. Steaks range in price from $19.95 (9 oz.) to $51.95 (a whopping 48 oz. steak). We drank $3 cocktails with names like Black Metal and Bacardi Refresher that were delivered to our table by Tammy, the bartender from the casino next door, who came back later to see how they tasted. There was no pretense of fine dining whatsoever, but there was great food on the plate, friendly and attentive service, walletfriendly cocktails and a dining room packed with people who appeared to appreciate all of those things.

that I loved it. She apologized for the place being “kind of podunk.” If there hadn’t been a guy behind me at the register, waiting to ring up a six pack of Budweiser tallboys, I would have told her this: “Ma’am, there is nothing podunk whatsoever about serving a kick-ass ribeye, cooked exactly to the temperature that I requested, for about $20.

And there is nothing podunk about Tammy’s $3 cocktails, especially now that I am seeing more and more $13 cocktails on menus. Please don’t ever change a thing about your operation.”

Thanks to Noma Fowler-Sandlin and Brett Malone for encouraging me to visit Longwood General Store. The Longwood General Store is open 24/7, but the kitchen closes at 9 p.m. Steaks are only served on Thursdays, Fridays and Saturdays.

As I paid, the manager inquired about my camera and asked what I thought of the place. I told her

September 2014 • Biz. Magazine

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