TA M PA B AY ’ S LO CA L B U S I N E S S M AG A Z I N E
DESTINY
EDGE BUSINESS MAGAZINE
FALL ISSUE 2015
ACHIEVED!
AN INTERVIEW WITH ONE OF TAMPA
BAY’S LEADING ECONOMIC DEVELOPERS
HOW INTROVERTS LEAD WHAT IS AN INTROVERT REALLY?
TOP 10 REASONS YOUR
BUSINESS IS WORTH MORE
Rise and Fall of Social Media THE BEGINNING OF THE END
FALL 2015 MEMBERSHIP DIRECTORY
WHY JOIN
EDGE? Rhea Law - Chair, Florida Offices Buchanan Ingersoll & Rooney PC
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CONTENTS E N T R E P R E N E U R S D E D I C AT E D TO G R O W T H & E X C E L L E N C E
EDGE BUSINESS COMMUNITY ADVISORY BOARD
ON THE COVER Rhea Law serves as Chair of the Florida Offices for Buchanan Ingersoll & Rooney PC.
Kelly Wilson
Founder & CEO EDGE Business Community TA M PA B AY ’ S LO CA L B U S I N E S S M AG A Z I N E
DESTINY
FALL ISSUE 2015
AN INTERVIEW WITH ONE OF TAMPA
BAY’S LEADING ECONOMIC DEVELOPERS
HOW INTROVERTS LEAD WHAT IS AN INTROVERT REALLY?
EDGE Business Magazine’s Kelly Wilson sits down with Rhea to discuss business, destiny and professional advancement. Page 11
EDGE BUSINESS MAGAZINE
ACHIEVED! Rise and Fall of Social Media
TOP 10 REASONS YOUR
BUSINESS IS WORTH MORE
THE BEGINNING OF THE END
FALL 2015 MEMBERSHIP DIRECTORY
WHY JOIN
EDGE? Rhea Law - Chairperson
Buchanan Ingersoll & Rooney PC.
Presenting Partner:
“Delivering Newspapers Daily for Over a Century”
EDGE & The Entrepreneurship ecosystem 20 EDGE Photo Gallery, Not just about media packages & promotion 26 EDGE Business Colloquium Luncheon @ The Tampa Club - September Schedule & Details
Terry Blachek
Franchise Partner & Developer Orange Theory Fitness
Brian Burns
Publisher The Tampa Tribune
Frank Fernandez
Owner Fernandez Law Group
Andrea Gebbia
Owner Joe & Son’s Olive Oils
35 WHY JOIN EDGE? 36 EDGE Business Community Membership Directory
Lt. Col. Karen Mertes Founder & President Fulfill Your Destiny
Owner Kahwa Coffee
Making your business more valuable 17 Top 10 Reasons your business is worth more - Edward Valaitis
Rise and fall of social media for business 18 The Beginning of the end Chris Jenkins
Raphael Perrier
Scott Moore Owner
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CONTENTS How Introverts Lead 22 What is an introvert really? Laura Scott
The most important pitch for your business 25 6 concepts you must consider Topher Morrison
Midyear check-up - Annual progress 27 Setting yourself up for successful implementation - Molly Carey Smith
Can crowdfunding make you prosperous? 29 7 ways to maximize your effectiveness - Joseph Warren
Cyber security, what you need to know 30 What is malware? - Chad Peterson
Effective leaders turn weaknesses into strengths 34 Pearls of Wisdom Lt. Col. Karen Mertes
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m o r f the Publisher
W
elcome to the second issue of EDGE Business Magazine, Tampa Bay’s local business magazine! This issue of EDGE is filled with intriguing business-oriented editorial content for all entrepreneurs and business professionals, at all levels of business and achievements. I have had the pleasure of learning and growing as an individual and as a business professional by utilizing every moment possible to learn from other business members in our community. It is extremely important for me to share that opportunity with everyone else who has the desire to advance personally and professionally, or even for those that believe they may not need development or improvement. We all do; at some point I hope we all realize that. EDGE was created and launched in August 2013, two years ago this month, with three members and me. I’m a founder and CEO with big dreams of creating an effective “entrepreneurship ecosystem” for entrepreneurs in our community to really sustain and thrive. Today we have more than 80 members who are rapidly growing, all on our own missions, at different levels of ownership and professional phases, and all with our own experiences, trials, and tribulations. We are all different and unique individuals. However, it is a beautiful thing how we can all truly come together and collaborate, support, inspire, educate, promote, and advise one another. Years ago, many people told me that would never happen, that my concept of creating “true unity” for our business community was not possible. They were all very wrong. I am sincerely thankful and happy that I followed my own instincts and believed in my own path and purpose. EDGE Business Community offers multiple platforms to educate and inform business professionals. Between our Getting the EDGE weekly iHeartRadio Show, our EDGE Business Magazine, and now with our EDGE Business Colloquium Luncheons, we offer many opportunities for growth and advancement, as well as the opportunity to build relationships with like-minded individuals. Building genuine relationships is crucial to building your enterprise. Until next time, never stop dreaming!
Kelly Wilson Publisher
EDGE Business Magazine
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EDGE Staff Contributing Writers -
Come Celebrate 100 Years
Chris Jenkins
Lt. Col. Karen Mertes
Kelly Wilson
Edward Valaitis
Topher Morrison
Laura Scott
Joseph Warren
Molly Carey Smith
Chad Peterson
S I NAT R A
Tampa 18th Annual
Saturday, July 25, 2015 Historic Ritz Ybor, 1503 East 7th Avenue
St. Petersburg 2nd Annual Saturday, September 26, 2015
One Progress Plaza, 255 1st Avenue South
8 pm - Latin quartet 9 pm - Dancing to our big band orchestra with male & female vocalists Admission - $65 per person
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Destiny Achieved!
Kelly Wilson Sits Down with Rhea Law to Talk About Business, Destiny and Professional Advancement!
I
recently had the wonderful pleasure of sitting down and talking with one of my role models, someone I admire very much, the accomplished and very genuine Rhea Law, Chair, Florida Offices of Buchanan, Ingersoll & Rooney. I always enjoy talking with Rhea; she inspires me. I look forward to sharing her words of wisdom with all of our EDGE Readers. Kelly: Going through all of your accomplishments and all of the numerous times that you have been recognized, how did it come about that you were recognized by the Princess of Thailand? Rhea: The “Crown Princess” of Thailand. I had to learn how to curtsey.
Kelly: Also “Business Woman of the Year” and that is only to name a few. What does it feel like to be recognized by all of these organizations? Rhea: I am humbled by that, and surprised. I appreciate the fact that people like for me to speak to them and hopefully I can be an inspiration to them. It’s kind of the platform to do that. Kelly: It has provided that for you. You definitely are an inspiration. You have over 30 years of experience in governmental and environmental land use. Today your focus is economic development and you are one of the key
Kelly: I can imagine you did. How does that happen? Rhea: Through the University of South Florida, because I spent 12 years on their board of trustees, five years as their chairman. I was involved with a lot of their initiatives. Thailand wanted to have an exchange program with our students. So the idea was for our medical school to work with them to send not only our students back and forth, but also send faculty back and forth as well. So I went to Thailand as part of the delegation to talk about that and they recognized me with that award. Kelly: You were also recognized as a “Best Lawyer in America,” “CEO of the year” in 2008, and in “Tampa’s 100 most influential leaders” in 2009. You were added to the “Stetson Law Hall of Fame” in 2008. Rhea: That was nice.
lawyers responsible for bringing larger outside businesses into Tampa Bay. Is that correct?
RHEA LAW I 11
Rhea: Yes. Economic development is important for our community, it’s important for our state, it’s important for our country and it’s important for us. Just as you are doing with EDGE, nurturing new businesses, helping them get a foothold. If you look at our economic base, it’s mostly small business and many times we grow those small businesses into very large businesses. One example is Outback, they started right here with only one restaurant and look what they are today. We have a lot of examples like that and we are going to have a lot more because of the incubators and accelerators that we are focusing on. Kelly: And EDGE. Rhea: And EDGE, absolutely. So it’s going to happen. People are moving here, younger people are interested in living here, because Tampa is a great place to live, work, and play. As we bring young talent here, businesses will come here looking for that talent.
Dr. Bill Taft, a geologist and the head of Sponsored Research at the University of South Florida. Dr. Taft told me every day, “Rhea, you can do anything you want to do.” And this is in the face of me going to school at night and working full time during the day and wondering how I was going to make my way through. And I came to believe that. I came to believe that I could do anything that I really put my mind to. If there is something that you really want to accomplish, there is nothing that should hold you back from that. That is such a freeing thought, because then these external things that happen really can’t stop you. You realize you hold the power inside. It’s not that you get it from somewhere else. It’s not that you’re empowered. You have it. You’ve had the power inside you all along. That would be my advice to everyone else. You can do anything you truly want to do. You need to create networks, you need to find mentors, you need to find champions. You need to create a network that will effectuate what you are trying to accomplish, and you can do it.
When we all move together, we can move the earth. Rhea Law
Kelly: You have been in Florida your entire life. You graduated from Chamberlain HS right here in Tampa. Were you encouraged as a child to go after your dreams in life?
Rhea: I was the first one ever to go to college in my family, so they didn’t really understand the importance of that. However, I felt very strongly I wanted to go to college, so I went to the University of South Florida because they gave me six hours free every quarter. Do you know how long it takes you to get through college at only six credit hours a quarter? I was working there full time and I was going to school at night. I just really enjoyed the learning experience. I enjoyed everything about it. I did have someone that encouraged me. In fact, I do not know that I would be sitting here before you today 12 I RHEA LAW if it had not been for him.
Kelly: When you were giving lectures recently on economic development in regards to our community, what was your major point that you spoke on? Rhea: The most important thing, I think, is to focus on what we have here. We have an incredible city with a diverse combination of businesses and capabilities that is somewhat hidden under a basket. People do not realize how good we are; at least many internally do not. It is a constant battle to make people realize who we are and what we have and the opportunities that are here. The reason I am here is because of the opportunities. I can see it happening. I have seen so many changes right out my window. You can see all the things being built and about to be
built with the Jeff Vinik project and some of the other things that are going on downtown. This is going to be a very different city in 20 years. Kelly: What does the new medical facility mean for USF? Rhea: First, because technology is changing so quickly, you need to have the newest facilities for your students. They need to learn on the most technologically advanced equipment that you can possibly get. Secondly, it’s here in downtown where it is visible. Not only our community can see it, but the people who are coming to Tampa can see that institution right here, adding to the vibrancy of our community. Kelly: That leads me to my next question. Where do you see Tampa Bay in 10 years?
Kelly Wilson, Rhea Law & Karlton Meadows
Rhea: I see us as being successful in our efforts to attract headquarters. I see us successful in expanding all of our capabilities for our higher education institutions because they are a driver of economic development. I see other businesses coming here because they see people being successful here. And I see our own people being more successful here. Kelly: In your opinion, how far have we come since the recession? Rhea: We have rebounded in a very positive way.
We’ve added a lot of jobs. But I think the next big steps are “headquarters initiatives.” All big successful cities have headquarters, and we have some. We want more. Headquarters not only add to the jobs and the level of jobs here, they are part of the community, they help with community initiatives. This is an ecosystem you’re creating, an economic ecosystem. Kelly: What is your definition of success? Rhea: My definition of success is to achieve your destiny, your calling. It is different for every person. You have to identify what your goals are and you have to look at your capabilities, your networks, all of those things working together to figure out what your goals are. I am very goal oriented. You need goals. I think others will have a different definition of success. Kelly: And they do; that is why I ask. Rhea: If you think about that, you start out simply. Years ago my definition of success was to go to college, so I did that. Then my definition of success was to go to law school, so I did that. Then my definition of success was to get a job. When I got out of law school it was a very tough job environment. There were only a few of us at graduation who had a job, and I was one of them. I did what I needed to do to position myself to ensure my job placement. Kelly: How were you able to position yourself to ensure your job placement? Rhea: The way I got to college was working at USF, but then I wanted to go to law school and I had in my mind that I would not have debt. I was doing this on my own and so I had to find a way to make this work financially. It turns out that I had a retirement fund that had vested at USF, so I turned it in in order to pay for law school. That actually paid for law school and I just worked on the RHEA LAW I 13
side for expenses and things like that. But I was going to make sure that if I was going to invest the money and time into this, betting it all, I had to have a job in the end. I went to every single lawyer I could find, and I asked all of my friends “Do you know any lawyers? I only need 15 minutes. I want to ask them one question – ‘If I was graduating today, what is it about my background that would make you hire me.’” I had a long list of what people told me. They said, “Be in the top 5 percent. We want you to have top grades. We want you to write for the Law Review for more than one article.” They wanted to see leadership positions. This list went on and on.
you must be able to adapt to change. One of my favorite quotes is from Charles Darwin, “It’s not the wisest of the species that survives, nor is it the strongest of species that survive, it is the one that is most adaptable to change that survive.” What are your feelings on the importance of being adaptable to change? Rhea: Everything is going to change and so quickly. The practice of law is not the same today as it was when I was going to law school and will certainly not be the same next week as it is today. It is changing so quickly. We need to change with our clients. That is a direction that we have gone in. Change is very exciting to me. I have spent a lot of time traveling all over the country to the different offices and seeing how we can work together and be better. It is very exciting.
So throughout law school I checked off the things that I had done, put a resume together, and before At Buchanan we call it “a culture of At Buchanan we call it “a I had an opportunity to even interview with anyone, a change.” It’s not something to be culture of change.” It’s not something to be feared. It’s friend called and suggested feared. It’s not something to be angry not something to be angry I reach out to this particular lawyer who had recently about. It is something to be embraced. about. It is something to be embraced. gotten a new client. I wasn’t even ready to interview yet, Kelly: What, in your opinion, are the best ways for but you never pass up an opportunity. So I went professionals to be recognized in their fields? to the law firm and said, “Hi, I am a law student at Stetson University, and I heard you just got a new big Rhea: Designations and rating organizations. What’s client and I wondered if you needed an extra pair of interesting about that is the organizations making hands.” I didn’t even know who the new client was. the rating, are your peers. These are the very people Well, I thought I knew but it didn’t turn out being that you are competing against. For them to say who I thought it was. Turned out it was a phosphate “Yes, that person has reached the top of their field,” company. then you know you’re there. There are all kinds of ratings out there. The Tampa Bay Business Journal When I sat down with the law firm everything they top 100 is one. Many times it’s based upon how big asked me to provide I had; law review articles, etc. the organization is, how many employees you have, He called that night and offered me a job. One of what your revenue is. That is one way to look at it. In three at graduation. It was a matter of looking at the the legal field, they’re based on whether or not you expectations of the employers to say “What are you have high ethics, and I love that rating, because you looking for and how can I meet that?” know the people that are ethical and you know the people that are not. Kelly: Change is something I research and study 14 I RHEA LAW often. In my life’s experience
Kelly: You have been married now over 30 years; congratulations. It’s sad but very rare these days to see couples that have been together so long. What advice do you have for others?
that for each other. Kelly: What tips and strategies can you share with our readers? Rhea: I tell people all the time you are going to use all of your experiences in life somewhere, somehow. I am involved in many things. Why? Because many of the people are like minded and we are all focused on accomplishing a particular goal. Build a network; your network can be your friends. Put yourself out there; you will meet wonderful people. People that can really make a difference. Kelly: What advice do you have for those who may feel like they are not as outgoing or do not feel that they are relationship oriented, that they do not bond easily with others?
Rhea with her husband Wayne.
Rhea: What we have found is that we both feel strongly about communication and we really work at that. We spend a lot of time making sure that we are talking to each other all the time. What’s going on, the fun things, the not so fun things. We just share with each other and that is just an important part of the day, when we get to have that conversation. Kelly: It’s funny to me that so many people do not try to learn from their past experiences. Why is it that not all of us get wiser as we get older? Typically, when you have conversations with people they are not listening to you to understand you; they only listen long enough to respond. So even though you just spent that time talking and communicating, it doesn’t matter. You were not heard or understood. Rhea: We compromise. We manage our expectations for one another. We look at what each feels is important and then it’s a matter of accommodating
Rhea: It’s the issues that will bind you. You may have very different people that may not normally come together at all, but they all have unique capabilities. There is one thing that they are trying to accomplish, and maybe that will grow into other things that you want to accomplish together. If you find one thing to bind them together you will have an organization that you can use to expand your influence and cause wonderful things to happen. That can give you that purpose and focus and the alignment of all the people and everybody moving into one direction. That is exciting! Because when we all move together we can move the earth. Kelly: Yes we can. Rhea, thank you!
Kelly Wilson is the founder and CEO of the EDGE Business Community.
RHEA LAW I 15
TOP 10 LIST
making your business more valuable
We all need to plan for the future, whether you want to sell your business next year or in 10 years. The value of your company will be partly determined by your industry. For example, cloud-based software companies are generally worth a lot more than printing companies these days. However, when we analyze businesses in the same industry, we see major variations in valuation. So we dug through the data available to us from our Value Builder Score and industry databases. We found 10 things that will make your company more valuable than its industry peer group. 1. Recurring Revenue - Revenue from automatically recurring contracts or subscriptions makes your business more valuable to a buyer. Even if these contracts are not the norm in your industry, finding some form of recurring revenue will make your company more valuable than your competitors. 2. Something Different - Buyers buy what they cannot easily replicate, which means companies with a unique product or service that is valuable than a company that sells the same commodity as everyone else in their industry. 3. Growth - Acquirers looking to fuel their top line revenue growth through acquisition will pay a premium for your business if it is growing much faster than your industry overall. 4. Caché - Tired old companies often try to buy appeal through the acquisition of a trendy young company in their industry. If you are the darling of your industry trade media, expect to get a premium acquisition offer. 5. Location - If you have a great location with natural physical characteristics that are difficult to replicate you’ll have buyers interested in your location, as well as your business. 6. Diversity - Acquirers pay a premium for companies that naturally hedge the loss of a single customer. Ensure that no customer amounts to more than 10 percent of your revenue and your company will be more valuable than an industry peer with just a few big customers. 7. Predictability - If you’ve mastered a way to win customers and documented your sales funnel with a predictable set of conversion rates, your customer-acquiring formula will make your business more valuable than an industry peer who doesn’t have a clue where their next customer will come from. 8. Clean Books - Companies that invest in audited statements are generally viewed by acquirers as more trustworthy and therefore worth more. You to get your books reviewed professionally each year even. We can recommend several CPA firms. 9. A 2iC - Companies with a second-in-command (2iC) who has agreed to stay on post sale of your busizness are more valuable than businesses where all the power and knowledge are in the hands of the owner. 10. Happy Customers - Being able to objectively demonstrate that your customers are happy and intend to re-purchase in the future will make your business more valuable than an industry peer that does not have a means of tracking customer satisfaction. Like a rising tide that lifts all boats, your industry typically defines a range of multiples of earnings within which your business is likely to sell for; but whether you fall at the bottom or the top of the range comes down to factors that have nothing to do with what you do, but instead, how you do it. If you’re interested in getting your complimentary Value Builder Score for Edge subscribers, please visit www.thevaluebuildersystem.com/edison-avenue
Edward Valaitis, CBI, CMAP, CVB - Managing Partner of Edison Avenue. Our specialty is increasing the value of your business so you can live your dream. 800.975.2114 - Edward@EdisonAvenue.com - www.EdisonAvenue.com
TOP 10 LIST I 17
The rise and fall of social media for small business By Chris Jenkins In the early days of the World Wide Web, a group of high minded optimists (myself included) took to the web with what was known as the “Cluetrain Manifesto.” It boldly declared that the age of corporations controlling the flow of communication was over. In our unfettered digital democracy, any individual could spread an idea to millions. Corporate dinosaurs who failed to grasp the changes this medium had wrought would die, since the power was now in our hands to control the conversation surrounding them. We railed against the walled garden of AOL at the time, noting that it wasn’t the “real Internet,” but a privately curated collection of content. The best information was “out there,” not within the AOL domain, which we viewed with suspicion; why did they get to decide what was seen and not seen? In less than five years, of course, the dinosaurs had not only caught on, but had effectively begun controlling the online conversation once again. Traditional media powerhouses became digital media powerhouses, and one person’s blog post carried nowhere near the weight of the might of mass media. With the time and resources wielded by larger corporations, even the most grassy of grassroots movements was easily co-opted through a combination of corporate sponsorships and compensated shilling. There were exceptions, of course, but as with most social constructs, power pools at the top.
The first social media: MySpace When the era of social media began with MySpace, it brought with it a renewed promise of the power of the individual: a communication medium for anyone, without requiring the technical savvy to set up your own website. Anyone could create a profile and share content, and if the content was particularly compelling, it could be viewed by millions. While MySpace struggled with the problems of rapid growth in a new medium (and no clear path for monetization), an enterprising young developer from Harvard was already building the platform which would learn from those lessons, and rocket on to become the de facto platform for social media: Facebook. With its clean design and Ivy League roots, Facebook became the MySpace for grown ups. When it opened up to the public at large in 2006, it was a welcome relief from the frenetic sparkling gifs and autoplaying 18 I SOCIAL MEDIA music widgets with
which
MySpace
had
become
synonymous.
As the university students on which the network had been built moved into professional adulthood, business networks formed organically, and Facebook became an entrepreneurial paradise. Many businesses who never had the wherewithal to get on the web, nor the patience to wade through the banality of MySpace, now began to engage on Facebook, using their profiles to gain large followings, and directly interact with their customers. Small companies like Datz Deli were able to use a blend of humor, food porn, and near real time customer service to build fanatically loyal followings centered around social media conversation. It was, in fact, what we Cluetrainers had always hoped would happen. Facebook recognized this, and began a long, slow, and carefully crafted campaign to isolate those users into a separately monetizable pool, beginning with the advent of business pages. “People and businesses should be intrinsically separate!” they declared, purportedly for the good of the stream. They enforced this division by banning some personal accounts obviously being used for business, while simultaneously offering new marketing and analytics tools for the business pages.
The carrot and stick Zuckerberg’s carrot and stick approach worked. By 2010, social media consultants everywhere were warning new businesses on Facebook to keep their business identity separate from their personal, and with an audience size approaching a billion people, not having a business page was out of the question. Now that the user types were clearly delineated, the bait and switch portion of the plan began. In the 2010 F8 Developers conference (Facebook’s annual programmer get together), they announced EdgeRank, an algorithm designed to filter the content of the people you follow, ostensibly (once again) to “improve the stream.” Marketers immediately smelled a rat, with many blogging at the time that this was a shift in content curation that put Facebook in control of the content flow. Little did they know how radically that change was going to affect businesses. In 2012, revisions to the algorithm caused drop off in visibility for business. Not Facebook nearly simultaneously released Post” product, allowing you to buy that
the first major coincidentally, the “Featured visibility back.
There was an expected outcry, but with so many businesses now pot vested in their Facebook presence, most were content to listen to their local marketing expert, and go along with the changes. Facebook’s non-business users complained about not seeing the pages they were following, and certainly weren’t happy about the addition of advertising in their stream, but Big Blue weathered the storm, knowing we were already far too addicted to our daily narcissistic validation to actually close our accounts.
As they continued to roll out new advertising products, Facebook continued to tweak their visibility algorithms. Near the end of 2013, after a significant enhancement of their advertising capabilities, they let the first big hammer drop. Social media consultants everywhere freaked out after watching their page visibility drop by as much as 80 percent.
The beginning of the end The era of pay-to-play had begun in earnest, and for many small businesses, it was the beginning of the end for their Facebook marketing. What had been initially a free platform for businesses to engage with their customers was now rapidly evolving into just one more channel for paid advertising. (As an aside here, if you want to see how fast marketers can adapt to a changing environment, track the advice given by social media gurus on Facebook over the last four years. The twists and turns will make your head spin.) Additional visibility tweaks followed, and less than four months later, Valleywag reported that most pages were only reaching about six percent of their audience on average. For massive brands like Nike, this meant 100,000 or so of their 16 million fans would see the post. For small businesses with less than 1,000 fans, barely more than a handful would ever see the content in their stream, no matter how compelling. The most interesting part of these changes is how they were presented by the media at large. Headlines such as “Facebook ends gravy train!” presented the disgruntled as having a false sense of entitlement, completely disregarding the investment of time and hoops jumped through by these companies as they sought to navigate the ever changing waters of Facebook’s business products (Make photo posts! Make joke posts! Make meme posts! Only put links in text posts!) Small businesses who once had a social medium for engaging with their customers now found themselves with a new monthly bill, as the gurus transitioned into recommending paid ad campaigns. Mom and Pop shops were particularly affected; the time investment in social media was always a challenge, but with an added financial component, it effectively shut them out from the greater conversation. A story like Datz Deli now would have cost thousands of dollars to bring to fruition.
that Facebook has, and none of them has the incestuous relationship Facebook has with major content providers. Facebook is now announcing that they’re going to be serving up news content within the site itself. Over the next year, they intend to pull linked news content into your stream, so that you never have to leave the site to go elsewhere. Such is their addiction to the Facebook audience that many major media players are going along with this plan, settling for a share of pooled advertising revenue as a hedge bet against dropping visibility when their links no longer drive traffic to their sites unless paid for. Additionally, their internet.org project, purportedly created to bring the Internet to emerging economies, is already being criticized for its structure: Internet by way of a collection of apps, with Facebook being foremost among them. Which brings us back to that young group of idealists in the late ‘90s. AOL was rightly lambasted for being a walled garden of often poor quality content and corporate sponsorship. It presented itself as the gateway to the Internet, but did everything possible to keep you from actually going through that gate. Both AOL and Facebook represented themselves as portals, while working in reality on being the destination. The reality is, Facebook, like AOL, is not the “real Internet.” And for small businesses, it’s certainly no longer social.
Chris Jenkins is the Chief Technology Officer of the
Symphoni Group, a digital solutions provider based in downtown St. Petersburg. A serial entrepreneur and tech pundit, he enjoys mentoring technology based startups in the Tampa Bay area.
Most importantly, a platform that once empowered the individual (in the form of small businesses and entrepreneurs) was now, like all previous media, heavily skewed in favor of the bigger budget. Meet the new boss, same as the old boss.
Other social media competitors Are there other channels for social platforms for small business? Sure. There are certainly a fair number of success stories of businesses on Twitter, Instagram, and even (shocker!) Google+. None of them, however, share the near ubiquity
SOCIAL MEDIA I 19
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How Introverts Lead When I do speaking engagements, people are surprised when I describe myself as an introvert. Apparently I don’t act the part; I’m a seasoned public speaker. I intentionally engage people in conversations, and I appear to be at ease in social situations. So when people question why I identify as an introvert, I say that I am situational extrovert and a natural introvert. And that’s as close to the truth as I can find for the way I navigate in a world which classifies introverts as those people who are hiding out in their basement writing code or assembling model airplanes. So what is an introvert, really? Is it true that many of us introverts are masquerading as extroverts in certain situations? And do introverts have to behave like extroverts to succeed? First, let’s go beyond the stereotype of the introvert as the painfully shy and socially inept loner, and explore some of the common preferences and characteristics of the introvert: •
Introverts are reflective thinkers. They like to take the time to process information and play with ideas outside of the influence of others.
•
Introverts think first, speak second. They carefully craft their responses rather than blurt out the first thought that comes to mind, and they much prefer to respond in writing.
•
Introverts are conscientious and honor the promises they have made. They tend to be loyal employees and friends.
•
They are dedicated volunteers, motivated by their passion around the causes they champion.
•
And yes, introverts like to work autonomously and without distracting noises, side conversations, or interruptions (hence, the basement).
Are you really an introvert? A quick way to determine whether you’re an introvert or an
22 I INTROVERTS
extrovert is to think about how you recharge your batteries. Psychotherapist Carl Jung differentiated between the introvert and extrovert by the way they gained energy. Introverts recharge their batteries by spending time alone. Extroverts feed off the energy of other people, and need stimulation to recharge. Put an introvert in a noisy, crowded space and you will quickly observe his discomfort. Offer him a quieter space and some one-on-one conversation and watch him visibly relax and engage. It’s rare to find someone at the extreme end of the spectrum of introversion or extraversion; more often than not we fall somewhere in the middle. In fact, the term ambiverts is often used to describe people who self-assess close to the middle of the introversion/extraversion scale, as they find it easier to be selective or situational in their preferences and behavioral styles. With some awareness and conscious behavior modification, you might see the benefits of stepping out of your comfort zone and become the situational extrovert or introvert. I happily adapt in some situations because I see and experience real benefits in engaging with people and expanding my business and social circles. But playing the extrovert can be energetically draining and mentally exhausting work, so I admit I am a tad envious at the ease at which extroverts navigate socially, much like I envy the apparent ease of Rory McIlroy’s golf shots and the Dalai Lama’s wardrobe selection. Do extroverts have a leg up over introverts in the workplace? Over the many years I have worked in the coaching and training business I have noticed that Western cultures place a higher value on extroverts than introverts. There is a lingering assumption that extroverts make better leaders, better salespeople, and better entertainers. But is this true? Allow me to present to you a list of self-described introverts: Barack Obama, Bill Gates, Oprah Winfrey, Christina Aguilera, Michael Jordan, David Letterman, Audrey Hepburn. I could go on and on because, according to the Myers and Briggs Foundation, 50 percent of those who have taken the MBTI self assessment
Editorial by Laura Scott
are introverts! Given that introverts represent about half of the population, what happens when we exclude introverts, or marginalize their contributions? Beyond the risk of failing to engage half the population, the real question remains: Can introverts be leaders? Researchers are testing the long-held assumption that extroverts make better leaders. In 2010, Adam Grant, Francisco Gino, and David Hofmann conducted research which found that extroverts and introverts were equally successful in leadership roles overall, with some data suggesting that introverts make better managers for vocal and proactive teams because they are better listeners and are typically not threatened by employees who offer suggestions for improvement. Corporate cultures are changing. New generations of workers are looking for cultures that honor and support core values such as transparency, trust, integrity, and safety. This type of culture is a natural for an introvert leader. Introverts are curious, continuous learners who are more apt to give employees the space to air grievances or share ideas. Introvert bosses equate listening with learning, and are more inclined to adopt a more transparent, factbased influencing style than their extrovert peers. Introverts also tend to remain cool under pressure, and are more thoughtful and strategic than extroverts in their responses to crisis. Still not sure if you are an introvert or extrovert? Take the online quiz at www. thepowerofintroverts.com/about-thebook/quiet-quiz-are-you-an-introvert/. This quiz is offered by Susan Cain, the author of Quiet: The Power of Introverts in the World that Won’t Stop Talking. In this quiz, I fall squarely in the introvert camp. That’s no surprise to me, but that doesn’t mean I can’t step out and be an effective leader. As I say to my clients, “Leadership is a choice.” Laura Scott is the President of 180 Coaching, a leadership training and executive coaching provider. Visit 180coaching.com
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Get The Legal EDGE Starting in April, 2015, listen to Sheryl Hunter, The Entrepreneur’s Attorney, on Getting the EDGE with Kelly Wilson. iHeart Radio WHNZ on Sundays from 1-2 p.m. Visit www.hunterbusinesslaw.com/EDGE to listen to recorded podcasts of each show.
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THE MOST IMPORTANT PITCH FOR YOUR BUSINESS
6 STEPS TO BETTER PITCHING
I
n the fall of 2014 I was at a banquet and sat next to Eric Higgs, the CEO of LumaStream Inc. His company is one of the most innovative lighting companies in the world. After our dinner I knew exactly who his perfect client would be. Within 10 days of that dinner I met three people who would be a perfect fit and I introduced them to Eric personally. The sale from just one of those three people alone will be worth more than $100,000 in revenue for his company. He didn’t have to pay me a commission, hire me, pay for my health care, or provide workman’s compensation insurance for me. Yet I’m out there every day working for him because I was so impressed by what his company can do. What would it be worth to your company if you had me, or even a handful of wellnetworked people, out in the community looking for the perfect customer for you? That can’t happen unless you take the time to perfect the most important pitch in your arsenal, and sadly, it’s the one pitch most business owners haven’t spent much time rehearsing at all. Every business owner knows the importance of having an elevator pitch and a sales pitch.
- Editorial by Topher Morrison -
The sophisticated business owner also has an investor pitch and maybe even a media pitch. But more important than any of those pitches is the social pitch.
What is the social pitch? This is the one to use when you are at a social gathering, a networking event, or even a family reunion. In other words – any place social. This pitch answers the all-important question, “What do you do?” And it’s the most important pitch for your business! Why? Because when you do a social pitch the right way, that person walks away as a potential customer, or even better, a salesperson representing your company like I am for Eric Rarely will the bulk of your business come from the people you know. The fruit doesn’t grow on the trunk of a tree, and your sales won’t be attached to the people you already know. It will come from the people that they know, who talk about you to the people that they know. Your biggest sales will typically come
from people three separations from you. Now, if you want to make sure your message gets to those people correctly, you’d better make sure you have an effective social pitch. When you deliver the perfect social pitch, the person listening will respond with a variation of one of these two ways: “You need to meet [name of friends or colleagues]” or “We need to meet later to talk about this, you just described my situation perfectly!” And the response you never want to hear is the proverbial polite response, “Oh, that’s nice.” When you nail that social pitch, people will immediately know of someone who fits your ideal client description. And if they don’t, when they do meet them in the future, they will remember you and send the business your way at that time. Of course, if they fit the bill themselves, you’ve immediately got a prospect ready to learn more.
What should you say in your social pitch? There are six basic questions someone will always be asking in their mind before they either work with you or refer you to someone else. Include these into your social pitch and you’ll hit the mark every time. 1. Clarity - Keep it simple! Don’t over complicate things or use industry jargon. Imagine you had to explain it to a 5-year-old without any condescending tones and you’ll probably be spot on. 2. Credibility - Have an effective and polite way of sharing something about yourself that makes you credible.
4. Solution - This is a tricky one. Don’t turn your pitch into a seminar, but tell them in very broad strokes how you solve the problem. 5. Compelling, Why? - Share with the person why you love doing what you do. It will make you more human, less salesperson.
6. Reputation - If we called your customers, how 3. Problem - If you do this perfectly they will either would they speak about you? People want to know connect emotionally with their own problems or what others think about you more now than ever think of someone who suffers from the problem you before. are describing. Put these six concepts in your next pitch and watch how differently and favorably people respond.
BETTER PITCHING I 25
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7/29/2015 6:45:06 PM
WHAT IS A COLLOQUIUM?
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Typically an academic meeting at which specialists deliver addresses on a topic or on related topics and then answer questions relating to them. Come collaborate with your business neighbors, enjoy lunch, fabulous views of Tampa Bay from the 42nd floor and learn from the best; successful leaders in our very own EDGE Business Community! Each Business Colloquium Luncheon features different topics & featured guest speakers. Limited availability, only 30 seats available per colloquium.
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n Track Your Mid-Year Goals: O Derailed? or
Editorial by Molly Carey Smith, M.A.
A
s business owners, we all agree that goal setting is important not only for ourselves, but also for our clients. But here’s the problem: I find my clients don’t fail at goal setting; they fail at setting themselves up for effective implementation. More than 80 percent of the 300 small business owners surveyed in the recent 4th annual Staples National Small Business Survey said that they don’t keep track of their business goals, and 77 percent have yet to achieve their vision for their company. Given such dismal statistics, we might conclude that goal setting doesn’t work. However, we all know that goal setting is a powerful means of growing your business in the right direction and for obtaining success. Here’s an example: I work with college students and young adults who are transitioning into the workforce. Research shows that almost 67 percent of 20-somethings’ career goals involve starting their own business. I find young entrepreneurs are eager, enthusiastic, and focused, but they feel overwhelmed and unorganized with the process of starting a new business. Many of them lack financial literacy, business coursework, and experience to support their ideas and new ventures. Developing and implementing goals is pertinent for their success. When it comes to setting goals, the key is to teach adults how to create structure around the goal setting and imp lementation process. Here are six guidelines to create structure to improve implementing goals:
1
Begin with the end in mind. When I work with 20-somethings, I like to equate a long term goal to a vacation destination, and a short-term goal as the
road map for getting there. However, we need to be cognizant of how quickly things can change and be ready to reevaluate our long range goals.
2
Set clear and specific short-term goals. Unclear goals are one of the biggest stumbling blocks. Clarity is about knowing exactly what you are trying to achieve, and by when. Specific goals are measurable, that is to say that their outcome can be measured. Vague and unclear goals result in miscommunication, loss of focus, and wasted time and motivation. The next time you set goals, take the time to write them down. Also, include a measurable and time-bound description for each goal.
5
Review goals on a weekly basis. Typical questions I ask my clients are: “Are your actions lined up with goals? What might be getting in the way?” Weekly meetings allow you to address any roadblocks and to explore alternative paths to achieving your goals.
6
Celebrate every step towards the goal. Don’t you just love scratching off goals on your list? I know I do! Find time to celebrate your small achievements. So remember, the value of a goal is not the goal itself, but the implementation of the action step most likely to achieving the goal. Identify them, achieve them, and celebrate them!
“A goal properly set is halfway reached.” – Zig Ziglar –
3
Try co-creating goals. I have found it to be crucial that everyone is on the same page and is pursuing the same outcome. So, instead of creating the goals yourself, try co-creating goals with your staff. You will find your staff will be more enthusiastic and feel like they have some ownership in the goal. Cocreating goals keeps my clients focused, accountable, and motivated.
Molly Carey Smith, M.A. is the owner
of College2Career in Tampa, FL, a career counseling business for college students and young adults. She brings 20+ years of experience in career guidance, career aptitude assessments, resume building, internship and job search strategies, and interview preparation.
4
Stay focused and organized. The reality for my clients is that they have more than just a few goals. Staying focused and committing to organization will be a goal in itself. For example, I keep a checklist of my short-term goals, and use Microsoft Excel to keep track of them. Creating external structure will help you remain motivated, take action and monitor your progress.
To find out more, visit:
www.college2career.us
MID-TERM GOALS I 27
CAREER DEVELOPMENT
for Students and 20 Somethings COLLEGE2CAREER IS DESIGNED TO HELP STUDENTS AND YOUNG ADULTS FIND THEIR PURPOSE AND MAKE INFORMED AND SOUND DECISIONS ABOUT A COLLEGE MAJOR AND CAREER GOALS.
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CAN
CROWDFUNDING
MAKE YOU
S
o what do you do when you have no money, no car, and no investors? Well, you could do what every other 20-30 something seems to be doing nowadays…you could go plead your case to “the crowd.” I think we can all agree that raising money for your business can be a worse than getting a root canal. Until a few years ago, investor funding was a popular, but problematic, way to go. We all agree that investor funding can be tempting, however, here’s the problem:
INVESTOR CAPITAL IS
1.
2.
Give away perks. Perks are what you give when someone gives you money. Only offer perks that would entice you if they were offered to you. Reciprocity pays lasting dividends, so be generous and stack as much value as you can into each of your crowdfunding perks.
3.
You’ll have to begrudgingly give away equity in your business, as well as control. And that’s not easy. If you want investor dollars, there’s really only one way to get it: Create an “investor deck” and pitch it all around town.
4.
But if you’re a savvy rebel type, you could leverage the power and speed of the Internet to share your business idea or project with the average Joe (well, millions of average Joe’s to be exact). Crowdfunding is raising outside capital from “the crowd” via an online platform in exchange for perks such as t-shirts, product discounts, etc. There are two big player platforms where you can find and pitch the crowd: Kickstarter.com (for business type people) and Indiegogo.com (for creative type people).
SEVEN WAYS TO USE CROWDFUNDING TO ITS MAXIMUM EFFECT:
Tell a good story. The crowd is ruled by their emotions and justifies their emotional buying decisions with logic. Sure, they want to see a great product or project, but mostly they want to hear a good story. So whip up a 2-3 minute video that tells your story in a compelling and meaningful way.
THE MOST EXPENSIVE MONEY YOU CAN BUY.
PRO$PEROU$?
Use scarcity. For example, emphasize that time is of the essence because once the opportunity you’re giving them is gone; they don’t get a second chance. Build excitement and momentum. Use social media, press releases, and word-of-mouth by launching your product or project alongside popular trends, holidays, or major events.
5.
Provide testimonials. Few people want to be the first to buy or support anything, so win over some local or national influencers who will support your campaign. Get testimonials from leaders, and then promote to their fans and followers.
6.
Show credibility. Showcase so much credibility in your crowdfunding campaign that even skeptical people can’t argue that you’re for real.
7.
Stay in touch. Use regular updates to keep the crowd informed of your small victories, large victories, product improvements, etc.
Do you want more information about crowdfunding? Google it. My intention here was to whet your appetite, but if you want to be an EDGE entrepreneur who pursues growth and excellence you’ll have to do the work and put in the time.
Go for it!
Joseph Warren is CEO of CoCreativ in Tampa, FL, a shared workspace that provides virtual offices and meeting rooms to SME’s who want to start, launch, or grow their businesses. He is also Director of Communications for the EDGE Business Community and a highly sought after speaker, author, and radio host. He is billed as The Bad Boy of Self Help™ and has written two books, “How a Self-Centered Bad Boy Became a God-Centered Businessman” and “You Won’t Get RICH Being An Idiot” both available online at Amazon and Barnes & Noble.
CROWDFUNDING I 29
Cyber Security What You Need To Know
By Chad Peterson, Cyberspace Operations Officer, Major, USAF (Ret.)
or viruses, comes in many forms: trojans, adware, spyware, scareware, and ransomware, to name a few.
The cyber security threat in our country is growing at an unprecedented pace, affecting millions of Americans each year and costing billions in repairs and damage to reputation. Home users with lax security measures have always been easy targets. However, more and more corporations are falling victim lately, losing priceless corporate and personally identifiable information despite spending more every year on cyber defense. In some cases, these attacks go undetected for months or even years, siphoning sensitive information the whole time. The threat is very real and, due to the fact that the line between home and work computer systems continues to blur, education on these threats and what we can do about them is essential.
Trojans
“zero-day exploits are uncovered every month” Simply having an antivirus program, or even having a firewall, is not a total security solution. These solutions are based on known attacks and prevention methods. However, undetected vulnerabilities called “zero-day exploits” are uncovered every month and require updated systems. Meanwhile, while systems wait to be updated, various security solutions that may be running leave the systems unprotected to new threats. Damage may or may not have occurred. Having a false sense of security while using computer systems is the number one enemy. When browsing the Internet, reading email, using a smartphone, and especially while installing new software, users have to stay alert and use the same type of caution used when meeting a stranger. Knowing what the common threats are and how they can compromise systems is the first line of defense in preventing attacks.
Malicious Software
Malicious software, sometimes referred to as malware
Trojans are software programs that seem to be useful and sometimes are, but when installed they also install additional malicious software. Trojans are commonly found in free software, file sharing services, and especially software that normally users have to pay for.
Adware
Adware is advertising software usually found on systems in the form of annoying pop-ups or unwanted advertising web pages. This type of malicious software can make its way onto systems via a trojan, visiting a malicious web site, or more commonly via Internet browser toolbars.
Spyware
Spyware is malicious software that resides on a computer with the intent of gathering sensitive data (Internet sites visited, usernames/passwords, bank card information, etc.). Spyware is commonly installed via trojans and can even be installed by just visiting a malicious web site.
Scareware
Scareware is a type of malicious software that tricks users into downloading and installing unneeded software. The unsuspecting user usually receives a pop up that looks like a system error message and a link to “helpful” software. The “helpful” software usually comes in the form of a trojan that may or may not help the system, but usually comes with unwanted adware, spyware, or both.
Ransomware
Ransomware is malicious software that locks the use of a computer and demands a payment for the system to be restored. A common ransomware tactic is to encrypt the hard drive and require payment to unlock the system. Computers are typically infected with ransomware via trojan software programs.
Trojan Software
Trojan software, then, is a common method of infection. Trojan software programs masquerade in many different forms and are constantly becoming more clever at fooling
unsuspecting users. The reason is simple - anyone who has permission to install software on a computer has the ability to grant the attacker a foothold on the system.
Malware
Malware preys on impatient users and their desire for instant gratification. However, once installed, malware can cause all sorts of problems. It’s also almost impossible to remove and usually requires a complete system reinstallation to be sure it is completely eradicated. To defend against malware, users must ensure all software that is installed on a computer is from a trusted and reputable source. If unsure, users should take the time to research the software. If this research proves inconclusive, the software shouldn’t be installed. However, users who do decide to install the software should pay attention to the installation program. Many installation programs have check marks already enabled that install malicious Internet browser toolbars. These boxes should be unchecked before moving to the next stage of the installation program.
Email “Phishing”
Email is another concern in cyber security, specifically “phishing,” “spear phishing,” and “whaling” attacks. The term phishing is related to bait used in trying to catch a fish. In the email scenario the “fish” are usernames and passwords or other sensitive personal information and the “bait” are emails that look like they are from legitimate companies. These emails are usually sent in mass or “spam” in hopes of catching a few unsuspecting users. By clicking on the link in the email that is believed to be from a legitimate company, users are directed to a web page resembling that company and a web form to type in information. Once typed in, the web site will usually return an error, but at that point sent the attackers already have what they are after.
Spear “Phishing”
Spear phishing and whaling are a more targeted form of phishing. Although phishing is usually sent via spam to thousands, spear phishing is highly targeted toward the victim, usually with previously known personal details to make the email seem more legitimate. Whaling takes this concept further and targets senior executives in the form of seemingly important business emails from a legitimate business partner.
Defense in Depth
As with software, the key to email security is verifying the source. If an email offer is too good to be true, it usually is. As a rule of thumb, users must be extremely wary of any email links. Further, if that link leads to a web form, users should be especially cautious and instead open the web site from a trusted link. Companies should never ask customers to reply in an email with any personal or bank information. As stated earlier, the line between home and computer systems continues to blur, and this is especially evident with smartphones. Cyber security threats are just as dangerous on a smartphone as on a desktop or laptop. In fact, the information that smartphones contain can be extremely sensitive. Photos, contact lists, and ability to track location are a goldmine for spyware. To protect ourselves and our businesses in the cyber domain, we have to practice defense in depth. There isn’t a single magic software program or device to install that is going to protect us. It’s the combination of secure practices such as backing up files, using strong passwords, monitoring firewalls and antivirus software, and only visiting trusted web sites. These practices used together provide the foundation of a robust defense. However, all of these practices start with users; we are the first line of defense. Just as forgetting to lock a door can invite a break-in, forgetting to validate links, applications, or web sites can end in disaster no matter what other defense methods are in place. New cyber threats emerge every day and understanding how they enter systems and networks is the first step in defending against them. Chad Peterson is cyber security consultant with 25 years of IT experience and a member of University of Tampa’s 2016 Executive MBA cohort. He retired from the US Air Force as a Cyber Operations officer with over 21 years of military service designing, installing and securing critical information system infrastructure.
CYBER SECURITY I 31
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STRENGTHS
EFFECTIVE LEADERS turn weaknesses into Editorial by Karen Mertes
I
served for more than 20 years in our United States Air Force and earned the rank of Lieutenant Colonel. My experience included the military intelligence and comptroller career fields. I learned the most effective style of leadership for both men and women entrepreneurs, whether they work in the private sector, serve in our armed forces anywhere in the world, or work or volunteer in any other capacity. That style is the direct, friendly approach. Leadership is gender neutral. Both men and women have the talent to lead people in effective ways for outstanding results. A leader can, over time, further develop and hone his or her knowledge, skills, and abilities, commonly referred to as our strengths. Leading by example and treating others the way we would like to be treated are two keys to success. During my military career, I had the honor of serving as a squadron commander in back-to-back command tours. Squadron command is the last and highest level in our Air Force. Commanders directly interface with all the people they
34 I EFFECTIVE LEADERS
have the privilege of leading. It’s an honor, not to be taken lightly, to have the responsibility for others’ lives and their personal safety, as well as to have influence in guiding their career choices and molding their futures. In preparation for these prestigious squadron command tours, I attended a week-long executive officer leadership symposium.
and work on our weaknesses, as they’ll come out much faster.”
During this symposium, all attendees took seats around a large oval table with a senior ranking military officer or civilian at one end; perhaps a colonel, general officer, or equivalent civilian from the Senior Executive Service. After each presentation, this senior ranking individual would give the attendees the highlights of what we should glean from the presentation and subsequent discussions. I wrote all of these tips down and referred to them as “pearls of wisdom.” I’ve referred to these gems hundreds of times over the years as they’ve served me, and continue to serve me, very well.
The best leaders know what our people’s strengths and talents are, as well as our own. We therefore know where our challenges are and where we may need to supplement our team with outside experts in their own fields. The best way I know to find people with expertise is by networking, because people like to do business with others they know, like, and trust. Trust comes from building relationships with people who are interested in collaboration for win-wins.
Upon retiring from our Air Force, I eliminated those pearls of wisdom that were military specific. That left 35 leadership tips and life lessons. One of these tips directly relates to this article’s title. This leadership tip states to “go with our strengths
We can choose to work on our weaknesses in one of two ways. First, we can expend a lot of energy attempting to strengthen our weaknesses, or second, we can align ourselves with people who have strengths that are opposite of ours.
Lt. Col. Karen Mertes Founder & President Fulfill Your Destiny
?
WHY JOIN We are: Entrepreneurs Dedicated to Growth & Excellence. EDGE Business Community was founded in August, 2013 with only 3 members and a Founder with a big vision. Unity, collaboration & support were EDGE’s main focus & were initially provided through monthly evening social events (networking opportunities) in different members businesses monthly. Today, August 2015, the EDGE Business Community has over 80 Members, offering a variety of membership packages from individuals to corporations & organizations, varying in size and involvement. Membership packages include a variety of phenomenal, necessary benefits for entrepreneurs, business professionals, corporations, non-profits, local Artists, young professionals & college students. Providing multiple pricing points and convenient monthly payment options to ensure affordability for everyone. The mission of the EDGE Business Community is to unite, educate, inspire, promote & inform our EDGE Business Community Members. The EDGE Business Community prides itself in being the complete package for entrepreneurs & business professionals (the entrepreneurship ecosystem), offering all of the necessary components & key conditions to turbocharge venture, creation & growth.
What is an Entrepreneurship Ecosystem? The Harvard Business Review published an article by Daniel Isenberg, Professor of Entrepreneurship Practice at Babson College, entitled, How to start an Entrepreneurial Revolution. In this article, Isenberg describes the environment in which
entrepreneurs tends to thrive. Drawing from examples from around the world, the article proposes that entrepreneurs are most successful when they have access to the human, financial and professional resources they need, and operate in an environment in which government policies encourage and safeguard entrepreneurs.
This network is described as the entrepreneurship ecosystem. “The entrepreneurship ecosystem consists of a set of individual elements—such as leadership, culture, capital markets, and open-minded customers—that combine in complex ways. In isolation, each is conducive to entrepreneurship but insufficient to sustain it. That’s where many governmental efforts go wrong—they address only one or two elements. Together, however, these elements turbocharge venture creation and growth.” We cannot obviously depend on our local government to implement such system. The government has too many regulations and restrictions, they are entirely too political, and they have enough on their plate. So what is the answer? Who do we turn to for such support? Fortunately, the EDGE Business Community has done this for us. EDGE has created the blueprint and design of an efficient entrepreneurship ecosystem. “Even one success can have a surprisingly stimulating effect on an entrepreneurship ecosystem—by igniting the imagination of the public and inspiring imitators. I call this effect the ‘law of small numbers.’” – Daniel Isenberg
Become a member today:
Online @ www.EDGEbusinesscommunity.com Or call 813-508-EDGE (3343)
WHY JOIN EDGE I 35
E N T R E P R E N E U R S D E D I C AT E D TO G R O W T H & E X C E L L E N C E
EDGE BUSINESS COMMUNITY MEMBERSHIP DIRECTORY FALL 2015 www.EDGEBUSINESSCOMMUNITY.com
KAHWA COFFEE SUPPORTING SPONSOR
CIGAR CITY BREWING SUPPORTING SPONSOR Member Since 2014
Joey Redner / Founder & CEO 3924 W. Spruce Street Tampa, 33607
813-348-6363 www.cigarcitybrewing.com
Member since 2014
THE TAMPA TRIBUNE PRESENTING PARTNER Member since 2015
Brian Burns / Publisher 202 S. Parker Street Tampa, 33606
813-259-7711 www.tbo.com
Raphael & Sarah Perrier / Owner’s 3928 Henderson Blvd., Tampa 33629 400 N. Ashley Dr., Tampa 33602 808 N. Tampa St.,The Element Building 33602 475 2nd Street North, Downtown St Petersburg 33701 204 2nd Ave. South Downtown St. Petersburg 33701 701 6th Avenue South, St. Petersburg 33701
813- 443-0819 www.kahwacoffee.com
**MEMBER SHARES (15 % Discount) PARTICIPATING BUSINESSES **4D Studios LLC – Member since 2014 Alex Buffalo & Jim Reiman - Partners Small Business Member 727-433-8545 2511 W. Swann Ave. Suite 100 Tampa, Fl. 33609 www.4dstudiosllc.com **180 Coaching – Member since 2014 Laura Scott - President Professional Member 813-769-9038 301 W. Platt St. #51 Tampa, Fl. 33606 www.180coaching.com **A3M Solutions– Member since 2015 Armando Martinez - Creative Designer Professional Member 973-405-9228 a3msolutions@gmail.com **Anthony’s Coal Fired Pizza South Tampa Member since 2014 Tree Jones – Manager Small Business Member 813-258-2625 1901 S. Dale Mabry Hwy. Tampa, Fl. 33629 www.acfp.com
**Awesome Jewelry – Member since 2014 Jeff Thomas - Owner Small Business Member 813-831-2419 6305 S. Dale Mabry Hwy. Tampa, Fl. 33611 www.awesomejewelrytampa.com **Balloonz Unlimited– Member since 2014 Theresa Paramoure - Owner Small Business Member 813-348-9714 5002 N. Armenia Ave. Tampa, Fl. 33603 www.balloonzunlimited.com **Bavaro’s – Member since 2014 Dan Bavaro – Founder & President Small Business Member 813-868-4440 514 N. Franklin St. Tampa, Fl. 33602 www.bavaros.com **Breezin Entertainment Member since 2014 Cindy Dervech - Owner Small Business Member 813-348-4998 3711 Swann Ave. Tampa, Fl. 33609 www.breezin.com
**BYou Women’s Boot Camp Member since 2014 Paulette Hernandez – Owner/ Coach Professional Member 813-841-7668 333 S. Franklin Street Tampa, Fl. 33602 www.byouwomensbootcamp.wordpress.com **Cakes Plus – Member since 2014 MarioTorres - Owner Small Business Member 813-251-4564 1728 South Dale Mabry Hwy. Tampa, Fl. 33629 www.cakesplustampa.com **EDGE for the Arts Member since 2015 Carlos Vasconcelos – Artist 813-758-0056 Chad Peterson – Member since 2015 Chad Peterson – Cyberspace Operations Officer, Major, USAF (Ret) Professional Member 850-866-4107
CBRE Commercial Real Estate Member since 2015 Kostas Stoilas – Senior Associate Professional Member 239-822-7816 101 E. Kennedy Blvd. #1500 Tampa, Fl. 33606 www.cbre.com **CoCreativ – Member since 2014 Joseph Warren - Partner Small Business Member 727-277-9522 3902 Henderson Blvd. #208 Tampa, Fl. 33629 www.cocreativ.com College 2 Career – Member since 2015 Molly Carey Smith, M.A. Owner/ Career Counselor Professional Member 813-494-7592 3902 Henderson Blvd. #208-117 Tampa, Fl. 33629 www.college2career.us Daniel Funk - Member since 2015 Daniel Funk – Pilot & Entrepreneur EDGE for the Arts Member 727-492-8939 **D’Amore Intimate Apparel Member since 2014 Luisa Shanstrom - Owner Small Business Member 813-443-8280 3217 S. MacDill Ave. Suite C Tampa, Fl. 33629 www.damoreintimateapparel.com **Docusource – Member since 2014 Travis Masters - Owner Small Business Member 813-875-6068 5420 Pioneer Park Blvd, Suite C, Tampa, FL 33634 www.ds140.com Edison Avenue – Member since 2015 Ed Valaitis – Managing Partner Small Business Member 800-975-2114 5550 W. Executive Dr. Suite 240 Tampa, Fl. 33609 www.edisonavenue.com **Elite Auto Salon –Member since 2015 Dallas Cathey - President Professional Member 877-345-4440 6131 Anderson Rd. Suite P Tampa, Fl. 33634 www.eliteautosalon.com **Elizabeth Fanslow – Member since 2014 Elizabeth Fanslow - Owner Professional Member 727-403-6751 3902 Henderson Blvd. Suite 208-157 Tampa, Fl. 33629 Bay Cities Bank Building, 2nd Floor www.elizabethfanslow.com
**Everything Outdoors Member since 2015 Jared Dorsey – President Professional Member 813-321-8733 Tampa, Fl. www.everythingoutdoors.biz **Fernandez Law Group Member since 2013 Frank Fernandez – President Small Business Member 813-489-3222 506 N. Armenia Ave. Tampa, Fl. 33609 www.thefernandezlawgroup.com **Focus On You Strategy Member since 2015 Juliann Nichols – CEO Laraine Chulla – Dir. Of Business Development Small Business Member 813-609-2223 3030 Rocky Point Drive Dr. W. #150 Tampa, Fl. 33607 www.focusonyoustrategy.com **Frostings etc. – Member since 2014 Joseph Barbato - Owner Small Business Member 813-443-5047 500 S. Howard Ave. Tampa, Fl. 33606 www.cakesandcupcakescateringtampa.com Fruitwood Standup Market Member since 2014 Justin Clark – Partner/ Owner Professional Member 813-254-7500 2203 W. Swann Ave. Tampa, Fl. 33606 **Fulfill Your Destiny Member since 2014 Lt. Col. Karen Mertes – Founder & President Professional Member 813-481-9895 3030 N. Rocky Point Dr. W. Suite 150 Tampa, Fl. 33607 www.fulfillyourdestiny.org Gg Graphic Designs, Inc. Member since 2015 Gilit Kontny – Advertising Executive/ Graphic Designer Professional Member 813-629-3900 Grill Smith South Tampa Member since 2014 Rob Regan – Managing Partner Small Business Member 813-251-3850 1108 S. Dale Mabry Hwy. Tampa, Fl. 33629 www.grillsmith.com Hive – Member since 2014 Jeff Harris - Partner Small Business Member 813-938-1585 311 S. Willow Ave. Tampa, Fl. 33606 www.hivestyle.com
Homeowners Ins. Agency Member since 2015 Greg Snodgrass – President Small Business Member 727-614-0304 2240 Bellair Rd. Ste. 200 Clearwater, Fl. 33764 www.homeowners4less.com **Hunter Business Law Member since 2014 Sheryl Hunter – President Small Business Member 813-867-2640 119 S. Dakota Ave. Tampa, Fl. 33606 www.hunterbusinesslaw.com Hyde Park Storage – Member since 2015 Tina Rodrigues – Manager Small Business Member 813-254-8752 1600 W. Platt St. Tampa, Fl. 33606 www.hydeparkstorage.com iHeart Media – Member since 2014 John Trimm Integrated Media Solutions Provider Professional Member 813-832-1473 4002 W. Gandy Blvd. Tampa, Fl. 33611 www.iheartmedia.com **Inkwood Books – Member since 2014 Stefani Beddingfield – Owner Professional Member 813-253-2638 216 S. Armenia Ave. Tampa, Fl. 33609 www.inkwoodbooks.com Insure U Exchange – Member since 2015 Sherry Perri-Anzalone – LUTCF, Owner/Broker Professional Member 813-361-3444 3225 S. MacDill Ave. Suite 342 Tampa, Fl. 33629 www.insureuexchange.com J.J. Taylor Distributing Member since 2014 Chad McLaughlin – VP of Corporate Marketing Supporting Sponsor Member 813-247-4000 5102 S. 16th Ave. Tampa, Fl. 33619 www.jjtaylor.com **Joe and Son’s Olive Oils Member since 2014 Andrea Gebbia - Owner Small Business Member 813-831-5600 3401 W. Bay to Bay Blvd. Tampa, Fl. 33629 www.joeandsonsoliveoils.com
EDGE MEMBERSHIP I 37
**Keith Lindquist Photography Member since 2014 Keith Lindquist - Photographer EDGE for the Arts Member 813- 523-9819 www.keithlindquist.com **Ken Walters Promotion & Products Member since 2014 Ken Walters Professional Member 813- 251-0500 www.kenwalters.com **Key Person of Influence Member since 2014 Topher Morrison – Owner/ Managing Director Small Business Member 813- 258-4372 412 E. Madison, Suite 800 Tampa, Fl. 33606 www.keypersonofinfluence.com/usa **Kit’s Well-Heeled & Well-Dressed Member since 2014 Kit Stewart - Owner Small Business Member 813- 871-5487 3006 W. Swann Ave. Tampa, Fl. 33609 www.kitswelldressed.com **Lecada Tampa – member since 2013 Dana Martinez - Owner Small Business Member 813- 874-2332 3710 W. Azeele St. Tampa, Fl. 33609 www.lecadatampa.com **Lenny’s Sub Shop – Member since 2014 Martin Watson – Managing Partner Small Business Member 813- 281-0700 4050 W. Kennedy Blvd. Tampa, Fl. 33609 www.lennys.com **Majestic Balance 4 Fitness Member since 2015 Karlton Meadows Professional Member 813-476-3472 www.majesticbalance.com **Mary Osada Hair by Mary Member since 2014 Mary Osada - Stylist Professional Member 813-777-5131 533 S. Howard Ave. Tampa, Fl. 33606 Michael Blitch Photography Member since 2015 Michael Blitch - Photographer EDGE for the Arts Member 813-758-3483
38 I EDGE MEMBERSHIP
**Michael Murphy Art Gallery Member since 2013 Michael Murphy - Owner Small Business Member 813-902-1414 2701 S. MacDill Ave. Tampa, Fl. 33629 www.michaelmurphygallery.com
**S3 Media Business Development Member since 2015 Travis Horn - Director Small Business Member 813-770-4781 P1717 E. 5th St. Tampa, Fl. 33605 www.s3media.net
** MIT Computers, Inc. Member since 2014 Mit Patel – CEO & President Small Business Member 813-849-0303 407 S. Dale Mabry Hwy. Tampa, Fl. 33609 www.mitcomputers.com
**Schakolad Chocolate Factory Member since 2013 Archie Bourne - Owner 813-259-1099 408 S. Howard Ave. Tampa, Fl. 33606 www.schakolad.com
Nordstrom – Member since 2015 Austin Hiday – Personal Stylist Professional Member 317-366-8329 4800 Westshore Blvd. #807 Tampa, Fl. 33611 www.nordstrom.com Onli Beverages – Member since 2014 Katie Jones – Area Managing Director Small Business Member 407-271-0907 Orlando, Fl. www.onlibeverages.com **Orange Theory Fitness Member since 2013 Terry Blachek – Franchise Sales & Partner/ Area Developer Small Business Member 813-356-0620 115 S. Dale Mabry Hwy. Tampa, Fl. 33609 New Channelside Location For additional Orange Theory locations www.orangetheoryfitness.com **Promo Printing – Member since 2015 Bill Gillespie - President Small Business Member 813-831-9902 5133 W. Cypress St. Tampa, Fl. 33607 www.promoprinting.us **Rena Romano and Associates Member since 2014 Rena Romano - President Professional Member 239-896-2504 PO Box 151332 Tampa, Fl. 33684 www.renaromano.com **Richter Publishing Member since 2014 Tara Richter - President Professional Member 813- 484-9546 6601 Memorial Hwy. #225 Tampa, Fl. www.richterpublishing.com
**Rena Romano and Associates Member since 2014 Rena Romano - President Professional Member 239-896-2504 PO Box 151332 Tampa, Fl. 33684 www.renaromano.com **Richter Publishing Member since 2014 Tara Richter - President Professional Member 813- 484-9546 6601 Memorial Hwy. #225 Tampa, Fl. www.richterpublishing.com **S3 Media Business Development Member since 2015 Travis Horn - Director Small Business Member 813-770-4781 P1717 E. 5th St. Tampa, Fl. 33605 www.s3media.net **Schakolad Chocolate Factory Member since 2013 Archie Bourne - Owner Small Business Member 813-259-1099 408 S. Howard Ave. Tampa, Fl. 33606 www.schakolad.com **Sew Fast Alterations and Dry Cleaning Member since 2014 Nick Awad - Owner Small Business Member 813-258-0161 2209 W. Platt St. Tampa, Fl. 33606 www.sewfast.net Sentinel Background Checks Member since 2015 Rachid Zahidi – CEO Small Business Member 888-725-2535 710 Oakfield Dr. #254 Brandon, Fl. 33511 www.sbchecks.com
**Silly Dilly Tot Spot – Member since 2014 Katie Kyres - Owner Small Business Member 813-839-8687 3217 S. MacDill Ave. Tampa, Fl. 33629 www.sillydillytotspot.com Smoothie King – Member since 2014 Justin Clark – Partner/ Owner Professional Member 813-250-1499 2205 W. Swann Ave. Tampa, Fl. 33606 www.smoothieking.com **Soho Tan Spa – Member since 2014 Robert Shanstrom – Owner Professional Member 813-258-2826 3217 S. Macdill Ave. Suite D Tampa, Fl. 33629 www.sohotan.com Square 1 Burgers & Bar Member since 2014 Carol Pooley – Director of Marketing Square 1 & Bella’s Professional Member 813-414-0101 3701 Henderson Blvd. Tampa, Fl. 33609 Brandon 2042 Badlands Dr. Brandon Fl. 33511 www.square1burgers.com **SWC * Swiss Watch Center Member since 2014 Shaant Varjabedian - Owner Small Business Member 813-258-5520 1155 S. Dale Mabry Hwy. Ste. 4 Tampa, Fl. 33629 www.swisswatchcntr.com Symphoni Media Group Member since 2015 Chris Jenkins Small Business Member 813-251-5522 449 Central Ave., Suite 201 St. Petersburg, Fl. 33701 www.symphonigroup.com **Tampa Oil Solutions Member since 2014 Tony Drake - Owner Professional Member 407-952-8415 Tampa, Fl. www.tampaoilsolutions.com
**The Brunchery Restaurant & Catering Member since 2014 Greg Elliott - Owner Professional Member 813-831-4694 3225 S. MacDill Ave. Tampa, Fl. 33629 www.brunchery.com **The Ghost Publishing Member since 2015 Eli Gonzalez - President Small Business Member 727-692-5289 www.theghostpublishing.com The Missing Piece – Member since 2014 Candace L. Blackburn - Partner Small Business Member 813-805-2676 Briton Plaza 3854 S. Dale Mabry Tampa, Fl. 33611 727-726-2100 28200 US Hwy 19 N Clearwater, Fl. 33761 www.tmpstores.com **The Patio Tampa – Member since 2014 Rick Warmack - Partner Professional Member 813-873-7846 421 S. MacDill Ave. Tampa, Fl. 33609 www.patiotampa.com The Taco Bus – Member since 2015 Crystalyn Stokes – Marketing Manager Small Business Member 813-397-2800 505 N. Franklin Street Tampa, Fl. 33602 www.taco-bus.com **The UPS Store – Member since 2014 Tariq Khan – Managing Partner Small Business Member 813-251-9593 301 W. Platt St. Tampa, Fl. 33606 www.theupsstorelocal.com/3751 Downtown 813-387-3335 503 E. Jackson St. Tampa, Fl. 33606 www.theupsstorelocal.com/4639
**Troy Anthony Fashion Member since 2015 Troy Anthony – Owner / Fashion Designer Edge for the Arts Member 813-333-3996 Tampa, Fl. www.troyanthonyfashion.com **Urban Body Clothing Member since 2014 Kyle Clark - Owner Small Business Member 813-251-5522 711 S. Howard Ave. Tampa, Fl. 33606 www.urbanbody.com Wells Fargo – Member since 2014 Braxton Williams Assistant Vice President / Business Relationship Manager Professional Member 813- 225-6554 100 S. Ashley Drive Suite 1000 Tampa, Fl. 33602 www.wellsfargo.com **Yellow Credit – Member since 2013 Joe Carlo - Owner Professional Member 813-251-0999 412 S. Howard Ave. #6 Tampa, Fl. 33606 www.yellowcredit.com **Zudar’s – Member since 2014 Eric Weinstein - Owner Small Business Member 813-250-6272 201 W. Platt St. Tampa, Fl. 33606 www.zudarsdeli.com
E N T R E P R E N E U R S D E D I C AT E D TO G R O W T H & E X C E L L E N C E
**MEMBER SHARES (15 % Discount) PARTICIPATING BUSINESSES EDGE BUSINESS COMMUNITY MEMBERSHIP DIRECTORY FALL 2015 www.EDGEBUSINESSCOMMUNITY.com