Volume 3, Issue 2 of RISBJ by Rhode Island Small Business Journal

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volume three issue two

How to Survive

Swimming with Sharks Young Entrepreneurs Compete at

SHARKFEST Recipe for Local

SEO Success

FEATURED

nonprofit Sojourner House chamber East Bay www.risbj.com | volume three issue two

When You’re Rhode Island’s #1 SBA Lender, You develop a Large Fan Base. BankRI is proud to announce that we have once again been named the Small Business Administration’s top lender in Rhode Island. This marks the 5th consecutive year that BankRI has received this prestigious recognition. As a local Bank dedicated to helping companies expand and succeed, BankRI understands the importance of small business lending. To learn more about BankRI and how we might be able to help your company grow, call 866.422.6574, visit BankRI.com or visit any one of our 18 local branches.

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Good internships are good business. Learn how to structure a successful internship program at a free seminar this spring. Space is limited. Sign up online at www.bRIdge.jobs/seminars. Additional employer resources available at bRIdge.jobs.

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Swimming with Sharks So many things come to mind when we hear this phrase. In a general sense, many of us think of the razor-sharp toothed creatures of the sea that we learned to fear the first time we watched Jaws. To others, we think of the aptly titled Kevin Spacey movie, where the boss from hell teaches a young character named Buddy that getting ahead in business is about earning your way to respect. More recently, we hear the phrase mentioned on the wildly popular show Shark Tank, where hopeful entrepreneurs enter the “Tank” and pitch their ideas to potential investors. Regardless of the context of the phrase, our initial gut reaction is fear. As an entrepreneur, the first fear we must overcome is failure. The more experience and success we have as entrepreneurs, the more we learn to overcome that fear. So when we lack the experience, how do we minimize our fears to keep us from failing? From a recent appearance on the show Shark Tank, entrepreneur Phil Black told RISBJ that he found his preparation for the show as extensive as his Navy SEALs preparation. Preparation is a key factor in minimizing our fears. When we start our business, we need to not only set realistic goals, but we need to have a way to reach them. We need to differentiate our products and services, know what demand there is for them and understand who our customers are.

from the founder

Another thing that many of us fear is lack of startup funding. Earlier this month, I watched 12 young entrepreneurs compete for up to $2,500 to help fund their business. As part of the Johnson & Wales University “SharkFest” competition, each entrepreneur pitched his/her idea to 5 judges in hopes of winning one of several valuable prizes. Watching college students and recent college graduates share their vision and passion for a new business idea is not only inspiring, but it brings me back to the early days of being a young entrepreneur and starting my own business. Recently, someone asked me when I first decided to go into business for myself. The easy answer would have been that I was 23 when I first started a web design company, but there was more to the answer than that. After a little thought, I answered, “I was 7. I opened up a baseball card stand on my front lawn and sold cards to other collectors in the neighborhood.” Looking back, I faced the same challenges that any other startup faces. I needed funding to buy cards (thanks Mom), I needed a prime location to sell them and I needed to understand what my customers would be looking for. The one difference was that at 7 years old, I didn’t yet know what failure was like, and I wasn’t afraid to try. Just like Phil Black entering the Shank Tank and the young entrepreneurs at “Sharkfest,” we can’t let our fears prevent us from dipping our toes into the water.

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Gil Lantini President, Founder Ralph Coppolino Vice President, Operations Kelsey Powers Marketing Consultant John Resnick Marketing Coordinator Mike Casale Senior Designer Pam Walsh Editorial Assistant Sara Celano Production Assistant Intern Mike DiSano Contributing Writers Adam Harvey Aileen McDonough Angel Taveras Anna Haas Carolyn Lavin Chris Sheehy Chris Barnett Dana Dâ&#x20AC;&#x2122;Orsi Dave Lubelczyk Gina M. Raimondo Guillaume Lepine Jami A. Ouellette John Capone Kristen M. Whittle, Esq. Kristin Carcieri-MacRae Mark Payden Mark S. Hayward Matthew R. Plain Nancy Thomas Ralph Mollis Richard Austin Ronald G. Shapiro Ross Cann Stephanie Robl Ted Donnelly Tim Sullivan Tony Guarnaccia

www.facebook.com/risbj twitter.com/risbj 401 831 7779 info@risbj.com www.risbj.com

ÂŠMMXIII Rhode Island Small Business Journal

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With Neighborhood, there’s nothing small about your business.

The New, Affordable Choice for Small Employers 6

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contents

volume three issue two

INSIDE THIS ISSUE 8 Secretary of State Ralph Mollis 9 Japanese Manufacturer Serves America from Our Backyard 12 On the Installation of Insulation

13 SBA: Working to Get Capital into the Hands of Veterans 15 Is There Value In Your Sponsorships? 16 Reach New Heights by Going Outward Bound 20 Personnel Practices: 22 “Start your (business) engines” 24 Don’t be SAD anymore – SPRING is here! 25 100% Guaranteed 2014 ROI! 26 How to Survive Swimming with the Sharks 27 How to Handle Refund Requests 28 Who Needs Professionals in a Do-it-Yourself World?

30 Visual clutter > Mental clutter > Lack of focus 31 Minding Your Own Brand: Isn’t it a small world? 32 Johnson and Wales University Hold 3rd Annual SharkFest 34 Look Back To Maximize Marketing Outcomes Ahead 35 Think Like a Magazine 37 Ka-Ching, Ka-Ching!

39 Life Insurance Offers Peace of Mind, Always 40 Featured Chamber: East Bay Chamber of Commerce 42 Dead Troll Walking 43 Success is Something to Smile About 44 The 4 Rs: Your Recipe for Local SEO Success 47 Custom Designed vs. Template Websites

ON THE COVER FREE

volume three issue two

48 Ruggiero Proposes Waiving Tax for Startups

52 Business Directory 55 Gina Raimondo: You’ve Earned It, Now Get It 56 Take Our Daughters and Sons to Work Day

Featured

Nonprofit Sojourner House

49 RI’s Changing Demographics An Economic Opportunity 50 Safe Spaces: Helping Families Move Past Abuse

How to Survive

Swimming with Sharks Young Entrepreneurs Compete at

SHARKFEST

Chamber East Bay

Recipe for Local

SEO Success

FEATURED

nonprofit Sojourner House chamber East Bay

Cover Story SharkFest

48 www.risbj.com | volume three issue two

SECRETARY OF STATE | Ralph Mollis

Don’t Forget Your ID for Rhode Island’s Next Election by Secretary Of State Ralph Mollis

I’m hoping all Rhode Islanders are enjoying 2014 so far, and kicking off the new year with fresh goals and ambitious plans that will make a positive difference in your lives and that of our entire community. The Woonsocket Special Primary was the first election of 2014 to require a valid Photo ID in order to vote, and I am proud to announce it was a huge success! As we ensured when drafting this law, no registered voter who wanted to vote in the primary was turned away at the polls. Everyone was given the opportunity to vote on primary day, as will be the case during Rhode Island’s next election on Tuesday, February 25th, 2014 for the Woonsocket General Special Election for State Representative (District 49). Voter ID has been in full effect since 2012 and Rhode Island’s law has been referred to as a national model. It’s important to note, if you are a registered voter and do not possess a photo ID, you cannot be turned away at the polls. All registered voters have a right to a provisional ballot, and should be given one by poll workers at their polling location.

The Woonsocket Special Primary was the first election of 2014 to require a valid Photo ID in order to vote, and I am proud to announce it was a huge success! The concern that fraud could occur at the polls undermines the public’s faith in the outcomes of our elections. The legislation we drafted in 2012 and was subsequently passed and signed into law

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addressed that concern, prevents potential fraud, and restores the faith in our election system. VOTER ID ensures that poll workers can validate the name that voters give them when they obtain their ballots at the polls, and this protects the rights of all Rhode Islanders, and it protects the voting process. I want VOTER ID to put the public’s fears to rest and put faith back in the election system. Below are the seven forms of acceptable ID, which registered voters may use in the upcoming February 25th election in Woonsocket. 1. 2. 3. 4. 5. 6. 7.

Rhode Island driver’s license Rhode Island voter identification card United States passport Identification issued by a United States educational institution United States military identification card Identification card issued by the United States or the State of Rhode Island Government-issued medical card

Our Elections Division at 148 West River Street in Providence supplies FREE Voter ID cards to anyone who does not have a valid photo ID. Our office is open to the public weekdays from 8:30 a.m. to 4:30 p.m. and a member of our staff will gladly prepare a FREE Voter ID for you. Or, if you prefer, call us at (401) 222-2340 so we may answer any questions you may have regarding voting procedures and/ or Voter ID; or to schedule a time for our office to visit your location, talk to your group about Voter Identification, and provide FREE Voter ID’s to those registered voters in need of them. Sample ballots and polling places can conveniently be found at www. sos.ri.gov/vic, our online Voter Information Center. Our office prepares the ballots for all federal, state and municipal elections held in Rhode Island. In addition, the office maintains the statewide voter registration list, promotes voter registration and turnout, and creates guides to running for office and voting.

Japanese Manufacturer Serves America from Our Backyard | SMALL BUSINESS

Japanese Manufacturer Serves America From Our Backyard

by Chris Barnett

The factory floor at Yushin America in Cranston is awash with a sea of robots and automation equipment. Engineers intently assemble components pulled from cardboard boxes and packing crates. The end products range from custom end-of-arm tooling and individual part-removal robots for injection molding machines to fully integrated factory automation like the contraption that turns a container of red plastic pellets into a 6-inch-tall toy robot in under a minute. For 25 years, Yushin has been quietly putting down roots in Rhode Island. It’s the American subsidiary of Japan’s Yushin Precision Equipment Co., one of the world’s largest suppliers of robots for the plastic injection molding industry. Yushin supplies all of the United States and Mexico from their Cranston headquarters. The 46,000-square-foot facility stocks over $3 million in robot components and parts ready for immediate delivery. A staff of almost 80 employees work there, many hired from area schools like New England Tech, PC, and URI. “We find that the students who come out of Rhode Island colleges are well equipped. As a hiring manager, I know they have the right skill sets. They’re knowledgeable and ready to hit the ground running. They do the job right. They help our company succeed, and that’s why we hire them,” says Operations Manager Mike Greenhalgh. Because innovation drives product design, new hires must be well prepared in order to be able to pitch in the right way and learn Yushin’s vast product offerings. Their most popular robot series targets the automotive, medical and packaging sectors. These require robots with high-speed capabilities, energy conservation and high reliability; features that Yushin customers have come to expect. Along with the range of robot offerings, the company specializes in custom end-of-arm tooling, systems, conveyors and 24/7 customer support. Yushin says its

overall business strategy to maintain their standards can be summed up in a few words: superior products, services and reliability. One example of the company’s commitment to innovation is its sideentry robots. These are designed to sit beside rather than atop molding machines in order to extract parts using the shortest possible stroke. Because the whole mechanism lies beside the mold, there are no items above the mold where dust can cause problems. This makes side entry robots an ideal choice for clean room production lines in the medical and optical sectors, as well as being ideal for installations with low overhead clearance. To Yushin, part of putting down roots in Our Backyard means giving back to the community. In partnership with the Rhode Island Manufacturing Extension Services and the Community College of Rhode Island, Yushin is creating a Computer Numerical Control (CNC) apprenticeship program. Tomorrow’s hi-tech manufacturing workers will learn machine shop safety, the basics of CNC machine operations, computer operations, blue print reading and machine tool and prep for intended manufactured parts. The apprenticeship program will help fill the demand for qualified CNC machine operators in Rhode Island. Yushin is doing everything it can to encourage people to consider a career in manufacturing. The company even opened its doors for a day to give the public a behind-the-scenes look at manufacturing in the 21st century. Recent studies show that there are over 600,000 manufacturing jobs unfilled in the United States. Yushin’s Manufacturing Day event welcomed more than 200 visitors from all over Rhode Island – from students to teachers, employment groups, community leaders and potential customers. The company’s open house provided the community with an opportunity to spread awareness and importance of manufacturing jobs in Our Backyard.

Chris Barnett Senior Public Affairs Officer The RI Foundation

www.risbj.com | volume three issue two

STARTUPS | Spotlight

COMPANY NAME: A. Johanberg Group

Open Date: December 31, 2013 Employees: 0 Address: 15 Cargill St., Providence, RI 02903 Website: www.ajohanberg.com Facebook: https://www.facebook.com/pages/A-JohanbergGroup/576077255759412?ref=hl Biggest challenge: To get the name out in the right market and to get the initial client base. Profile: With a passion for marketing, business strategies, and global involvement, we focus on these three areas. With experience from both the European market and the U.S. market, we are set out to help companies gain the full potential of this globalized world. We are trying to get a reputation in the greater RI market to help companies and grow ourselves.

COMPANY NAME: eRhody, LLC

Open Date: 1/21/14 Employees: 3 Address: P.O. BOX 40337 Providence, RI 02940 Website: www.eRhody.com Twitter: @eRhody Facebook: /eRhody Biggest challenge: eRhody, LLC is an e-commerce company based in Providence, Rhode Island that specializes in stylish, interchangeable, customized silicone watches. These watches do more than just tell time; theyâ&#x20AC;&#x2122;re a fashion statement, too. All watches are waterproof and moved by Japanese movement for accuracy. eRhody, LLC was started by three Community College of Rhode Island students. Profile: As first-time college entrepreneurs, we faced many obstacles when we decided to start a business in Rhode Island. Some of the road blocks we faced were capital investment, legal issues, taxes, human capital, and mentorship.

COMPANY NAME: Ivy Emms Bakery, LLC

Open Date: January 31, 2014 Employees: 3 Address: Pawtucket Ave, Pawtucket, RI Website: www.ivyemms.com Facebook: /ivyemmsbakery Biggest challenge: Financial concerns. Profile: Here at Ivy Emms, we strive to make the best baked goods possible. All natural ingredients, made from scratch. We strive to put a smile on your face at the first bite. We are sisters: Amanda Hindle, Cory Lee and Vicki Cavanaugh. Our great grandmother, Ivy Emms, came from England and along with her she brought her recipe for Maids of Honour, an English Pastry that dates back to King Henry VIII. It is said that when he met Anne Boleyn, she and her maids were eating these tarts and Henry named them Maids of Honour. Whether this is fact or fiction remains to be seen, but these tarts have been around for some time, and are quite delicious. It is tradition in our family to bake Maids of Honour every Thanksgiving, and we have been doing so ever since.

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SMALL BUSINESS | On the Installation of Insulation

On the

Installation of Insulation by Ross S. Cann There are few fixed costs that are greater than office and physical operations, and one of the largest costs associated with space is heating and cooling. One of the best ways to reduce those heating and cooling costs is through installing better insulation! This investment is one that will pay dividends every day and night, all year round. There have been some tremendous advances in the technology of insulation in the last decade, and these improved products can keep your building cooler in the summer and warmer in the winter, and also keep more money in your bank account. In my work as an architect, we were recently

of heating the building, the owners had been contributing to heating the global environment. In an instance like this, the savings on energy following installation of new insulation can be enormous. How much is the savings worth? Imagine you are able to reduce a monthly heating bill from $350 to $200. To get that same $150 savings per month from an account paying 1% interest, you would need to have $150,000 in the bank. Even if you choose a more historic rate of 5%, the present value of the savings is still worth $30,000, so the return on investment can be excellent. What is the best way to know if your building can benefit from increased insulation? If the snow melts off the top of your roof quickly, that is a good sign you need better insulation. You

There have been some tremendous advances in the technology of insulation in the last decade, and these improved products can keep your building cooler in the summer and warmer in the winter asked to help renovate a structure that had been built in the 1970â&#x20AC;&#x2122;s. When the contractor opened the walls to update the insulation as per our specifications, he discovered that there was no insulation to dispose of! For nearly forty years, the heating and cooling had been going out right through the walls. Instead

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can also have infrared images of your building taken during the wintertime to see how and where the heat is escaping. In addition to lowering your energy costs, new insulation helps decrease your â&#x20AC;&#x153;carbon footprint,â&#x20AC;? which is the amount of energy and excess carbon dioxide your building puts into the atmosphere.

For each and every gallon of fuel oil you use each year, approximately 18 pounds or 155 cubic feet (at standard temperature and pressure) of carbon dioxide are created. This is the type of gas that many scientists have identified as causing the increasingly chaotic climate conditions of fire and flood we have all seen in the recent news and weather reports. What could be better than saving money and helping save the environment at the same time?

Another benefit of the new forms of insulation is that they can help reduce the draftiness of a building and they can help prevent water leaks as well. One thing that this means is that the fresh air intake of HVAC should be increased to compensate for the air that will not be coming through the walls and window frames after the renovation. There are many types of insulation available these days including fiberglass, open cell, closed cell and rigid, so you should work with your architect and contractor to choose the appropriate product, but also to design the system correctly so that you have proper ventilation and humidity control within the walls. The sooner you are able to upgrade your insulation, the sooner you will begin to save money and the more money you will save in the long-term! Ross S. Cann Managing Director A4 Architecture, Inc.

SBA Working to Get Capital into the Hands of Veterans | SBA

SBA Working to Get Capital into the

Hands of Veterans New Veterans Advantage Program Makes Loans Cheaper for Veteran Borrowers Starting or Growing Their Business

by Mark S. Hayward Our nation’s veterans have served our country proudly and bravely. They are true American heroes, and we must make sure that we’re doing everything possible to support them once they reenter civilian life. That’s why starting January 1, 2014 and for the rest of the fiscal year, the U.S. Small Business Administration (SBA) has set the borrower upfront guaranty fee to zero for all veteran loans approved during that timeframe under the SBA Express program, which supports loans of up to $350,000. This program, called SBA’s Veterans Advantage, is available to small businesses owned and controlled by veterans; active-duty military participating in the Transition Assistance Program; reservists; National Guard members; or their spouses or the widowed spouses of service members or veterans who died during service or as a result of service-related disabilities. Our nation’s veterans are highly-skilled and highly-trained leaders in their communities, and so it makes sense that after serving their country veterans would become entrepreneurs and small business owners. Our job at the SBA is to make sure that veterans and their families have the tools and capital they need to start and grow a business. Of all SBA loans to veteran-owned businesses, 73 percent are $350,000 and below. The SBA

Our nation’s veterans are highly-skilled and highly-trained leaders in their communities, and so it makes sense that after serving their country veterans would become entrepreneurs and small business owners

Express Loan Program, which supports loans up to $350,000, is SBA’s most popular loan delivery method, with nearly 60 percent of all 7(a) loans over the past decade being approved through the program. Since the program’s inception, it has also been one of the most popular delivery methods for getting capital into the hands of veteran-owned businesses. Earlier this fall we also announced that during FY 2014, the upfront guaranty fee on all 7(a) loans of $150,000 or less are set to zero. These initiatives make the loans cheaper for the borrower, another way SBA is looking to serve small business owners as they look for ways to access capital. SBA is dedicated to helping veterans, providing them access to business counseling and training, and capital and business development opportunities through government contracts. In FY 2013, SBA supported $1.86 billion in loans for 3,094 veteran-owned small businesses. Since 2009, the dollar amount of SBA lending support to veteran-owned firms has nearly doubled. We strive to support veterans and members of the military in as many ways as possible. That’s why SBA also supports a direct working capital loan program for small businesses with an essential employee who is a military reservist called to active duty. These Military Reservist Economic Injury Disaster Loans (MREIDL) provide funds so that these small businesses can cover operating expenses the company would have been able to cover had the essential employee not been called to active duty. This way our brave men and women in uniform don’t have to choose between serving their country or growing their communities. We thank our veterans and their families for their commitment to our country and way of life. I am proud that the SBA fully supports our veteran entrepreneurs and we look forward to continuing our outreach to them. For more information about Veterans Advantage, contact the SBA Rhode Island District Office at (401) 528-4561. Mark S. Hayward District Director U.S. Small Business Administration

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Is There Value In Your Sponsorships? | SMALL BUSINESS

Is There Value In Your Sponsorships? by Mark Payden Every year companies spend thousands of dollars sponsoring sporting events, business award dinners, and contests without receiving much more than their company name on the literature as the sponsor of the event.

enthusiasts--would be attending the event as spectators. At the event, they set up several taste testing booths and offered attendees a free keychain bottle opener if they agreed to the taste test. Additionally, they directed the tasters to their website for a free product coupon.

How did your company measure the success of its last promotion? In most cases, the idea of measuring results or collecting business leads for future sales is not considered in the planning of the sponsorship of an event or promotion.

Not only did they benefit from the sponsorship by building their brand name at the event, the soft drink company was also able to generate and track sales through website visits and coupon redemption after the event.

Take golf tournaments, for instance. Gift bags full of promotional goodies, ranging from the latest golf gadgets to Polo shirts are handed out to attendees and participants. Sure, the merchandise may display the logo of the sponsor company, but seldom do these trinkets alone create measurable increases in business.

Another example from the same event came from a national investment firm that wanted to generate leads that their sales teams could follow up on after the event. Rather than just handing out company literature at the tournament, the company decided to give away a book of golf tips to anyone that filled out a profile. After the event they were able to quantify the success of their marketing dollars by selecting the hottest leads and pursuing them.

When committing your marketing dollars for the next event you sponsor, think about ways your time and money can generate business after the event. For example, a soft drink company launching a new product chose to sponsor a professional golf tournament because they knew their target audience--sports

When purchasing sponsorships for events, develop new creative ways to develop more, and stronger, leads. Mark Payden Managing Partner Payden and Company, LLC

www.risbj.com | volume three issue two

SMALL BUSINESS | Reach New Heights by Going Outward Bound

by Tim Sullivan

Experiences that challenge the mind and body are almost always positive experiences at any age. As our society has become more civilized, urbanized, and tame, people have lost touch with some of the natural competitive edge that comes from our innate survival traits. Reawakening this spirit in a workforce can be a great benefit to both productivity and overall health wellness and vitality. There are a number of programs whose goal is to help people rediscover their innate strength and survival instincts. One of the oldest and best known is Outward Bound, which was formed in England during World War II. The course was designed as a way to help train young seamen survival skills in the wake of the battle of the Atlantic. At the beginning of the war, many merchant ships were being torpedoed and the crews were forced into the ocean or life boats for survival. It was observed that the older sailors had much higher survival rates than the younger sailors, even though the younger sailors appeared to be more fit and healthy. The fact that older sailors had endured more hardships in their experience at sea allowed them to cope with surviving the elements and the stresses of being stranded at sea while waiting for rescue. The course proved to be a great success during wartime, and the lessons learned from the program have transitioned nicely into civilian life; it has blossomed

from its original iteration to today where over 200,000 students attend courses around the world. The purest form of the course involves putting a group of people on a thirty foot, open lifeboat that is powered only by oars or sail. Students learn to work together, communicate better, and learn new skills. It isn’t easy, it isn’t comfortable, but the experience is satisfying and confidence-building. If students commit themselves to following the instructions and working together, they can end up with one of the best experiences of their lives. The modern Outward Bound schools have expanded the curriculum to utilize different “natural” challenges such as white water canoeing, hiking in the wilderness, various levels of mountain climbing, and a variety of other challenges. I have great respect for the instructors of these courses as they are able to motivate people to perform physical feats they never thought possible. Carole Sullivan told me a story recently about her experience where her group, who had hiked and canoed for two or three days, found themselves on

If students commit t the instructions and can end up with one 16

| rhode island smallbusiness businessjournal journal RISBJ | rhode island small

Reach New Heights by Going Outward Bound | SMALL BUSINESS

the shore of a gorgeous lake with a little beach. Initially, the students were quite content to stay there and wait for the ride they were going to get back to the base camp the following evening. George, their instructor, assembled the group, took out a little book and started to read it aloud. By the time he was done reading the inspirational passage, the whole group was ready and fired up to go climb the nearest mountain and make it back before their ride arrived the next day.

had taken a mountaineering Outward Bound course just before going to college, she then took the course I took after she graduated; she thought back to all the valuable lessons she learned, and thought another Outward Bound class would refocus her towards her upcoming career. The night before the course started, she started to remember the uncomfortable details of the mountaineering course. To her credit she faced all the hardships and did great, even knowing much of what was in store for her!

“I love Outward Bound because of our focus on character education. Outward Bound teaches students that they matter to a group of people. By overcoming a series of challenges, our students learn that they are capable of more than they know. In these ways, we help our students understand who they are as people and build their competence and confidence. As a student and an instructor, I have learned these lessons and have seen them ripple through my life in many ways,” said Rachel Garwin, Outward Bound Instructor September 2013.

For businesses seeking to enhance teamwork and improve office culture and morale, a program like Outward Bound for key employees or entire workgroups can be a great way to achieve those goals.

I personally did a 22 day course after my freshman year in college. It got me back into shape and gave me a great perspective on life which I brought with me back to school the following semester. A friend of mine on the course

themselves to following d working together, they of the best experiences of their lives

After writing this article…believe it or not…I want to do another course myself!

Tim Sullivan Life-Panel www.Life-Panel.com

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SMALL BUSINESS | Personnel Practices: Defending (and Avoiding) Employment Discrimination Claims

Personnel Practices DEFENDING (AND AVOIDING) EMPLOYMENT DISCRIMINATION CLAIMS by Matthew R. Plain, Esq. & Kristen M. Whittle, Esq.

Businesses aspire for their wares or services to confer a positive benefit upon society or, at least, their target markets. Such ambitions often necessitate swift decisions, quick changes to the employment environment, and deliberate tweaks to the personnel roster. As businesses undertake these efforts, it is imperative that they, as employers, understand federal and state anti-discrimination laws, the nature of claims asserted pursuant to these laws, and how courts and administrative agencies will treat such claims, in order to protect the organization and ensure workplace fairness. Specifically, federal and state law prohibits discrimination based on a number of different classifications, including: •

Race, including color and other physical characteristics associated with race. RISBJ | rhode island small business journal

• • •

• •

National origin, including ethnicity or accent. Gender, including pregnancy or transgender status. Disability, meaning a physical or mental impairment that substantially limits one or more of the employee’s major life activities. Age (for workers aged 40 or older). Religion, including traditional, organized religions, as well as nontraditional, sincerely held religious, ethical, or moral beliefs.

In order to advance a claim of employment discrimination, a complainant must first establish a “prima” before “facie” (or “on its face”) case of discrimination by showing 1. He or she is a member of a protected class. 2. He or she suffered an “adverse employment action,” in any aspect of employment, including hiring, firing, pay, job assignments, promotions, layoff, training, or fringe benefits. In order to constitute an adverse employment action, the employee must identify a

Personnel Practices: Defending (and Avoiding) Employment Discrimination Claims | SMALL BUSINESS

If the employer can state such a reason or reasons, the inference of discrimination disappears and the complainant is required to show

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that the employer’s stated reason is a pretext for discrimination 3. 4.

materially adverse change in the terms and conditions of his or her employment—meaning something more disruptive than a mere inconvenience or an alteration of job responsibilities. He or she was qualified for the employment. He or she was treated differently from similarly situated employees who were not members of the protected class. For example, a female employee may provide evidence that she was targeted for a layoff based on her gender; whereas, similarly situated male employees were not subject to a layoff.

The employer then must state a legitimate, nondiscriminatory reason for its decision. Such legitimate decisions could center around employee performance, financial exigencies or economic uncertainties, or the elimination of positions. If the employer can state such a reason or reasons, the inference of discrimination disappears and the complainant is required to show that the employer’s stated reason is a pretext for discrimination. In order to meet this requirement, employers are typically required to present well-documented evidence supporting its decision to take an adverse action against its employee. Accordingly, it is of utmost importance that employers carefully document the reasons why they are taking an adverse action before doing so. For example, if an employer is considering terminating an employee (who happens to be a member of a protected class) for performance issues, the employer should record any examples of performance problems and place the records in the employee’s personnel file. Then, if the employee later claims that the employer discriminated against him or her because of his or her membership in the protected class, the employer can use the personnel file—full of examples of performance problems—as evidence of its legitimate, nondiscriminatory reason for the employee’s termination. To ensure consistency and fairness, develop and implement clear policies for effectuating such employment procedures at your business or organization. Distribute the policies within the organization, and obtain confirmation that your employees understand the policies. If possible, don’t go it alone - seek the advice and counsel of a knowledgeable employment lawyer to assist with this aspect of your business. Devoting time, energy, and resources to these efforts, before an issue arises, could save you considerable time and expense down the road! Matthew R. Plain, Esq. Partner, Barton Gilman LLP Kristen M. Whittle, Esq. Associate, Barton Gilman LLP

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www.risbj.com | volume three issue two

What Clams Me About SMALL CAPITAL BUSINESS CITY | “Start || How Your To (Business) Manage A Engines” Remote Worker Workshops or Office ForWarrior Small Business SMALL BUSINESS Dear Mom: A Taught Letter Home From ALeadership One Day

“START YOUR (BUSINESS) ENGINES” WORKSHOPS FOR SMALL BUSINESS by Mayor Angel Taveras

Last week, I joined with the U.S. Small Business Administration to renew a first-of-itskind partnership to support business growth, economic development and job creation in our Capital City. This partnership addresses participation in state and federal incentive programs – one of the key actions in my economic development plan, Putting Providence Back to Work - and it is the renewal of a unique agreement with the U.S. SBA to put free and valuable information

THROUGH THIS PROGRAM, WE HAVE HOSTED WORKSHOPS THROUGHOUT THE CITY FOR NEARLY 150 INDIVIDUAL BUSINESS OWNERS directly into the hands of small business owners. Through this program, we have hosted workshops throughout the city for nearly 150 individual business owners. Our programs

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have equipped them with the skills they need to access working capital, write successful business plans, secure government contracts, participate in the federal procurement process, access state tax incentives, and become eligible women- and minority-owned businesses. We bring the experts and the information to small businesses, so they can take what they need to start or grow a company. As a result of the renewed partnership, free workshops will continue to be held on a regular basis across the city, with the first of the series beginning on February 20. We will even hold a special series for college students and graduates called, “Spring Break,” and it will explore search engine optimization (SEO,) social media and more. You can find the dates and locations of the first scheduled classes on the City’s website. We are also asking that small business groups and merchants associations let us know if they would like a special presentation of this information – our staff is available to assist to enable you to succeed and grow. Contact the City’s Economic Development office at 401.680.8401, for more information. I thank the U.S. Small Business Administration, the Center for Women and Enterprise, and SCORE for their continued partnership with the city as we work to help our existing businesses be successful and to encourage new businesses to open and thrive.

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www.risbj.com | volume three issue two

SMALL BUSINESS | Don’t Be Sad Anymore, Spring Is Here

Dont Be

Anymore,

Spring is Here by Nancy Thomas

That’s right! Before the next issue of the RI Small Business Journal hits the stand, we will most likely have come to the first day of spring. For most of us, the day cannot feel like it came soon enough. As I sit here writing this, on a Polar Vortex day in January, and listen to my furnace churning away, it is 3pm and already getting dark. I think about people who suffer from SAD, and I wonder if our companies do, too. SAD, Seasonal Affective Disorder, hits many of us when the daylight hours get shorter and shorter, and the cold descends, and stays. This year, it has been particularly enveloping. I’ll admit it - I’ve cancelled meetings because I just couldn’t bear to walk from where I would have to park, navigating ice and cold, to where my meeting would take place. I consider it an employee benefit of being a consultant to be able to selectively do so. I’ve attended group meetings that were noticeably fewer in number this time of year. Yes, I think, for some of us SAD has visited our companies, and stayed a bit too long. But now it is spring – or almost spring. Spring means rebirth, renewal, and a balance of heat and cold that puts us into equilibrium, of sorts. For people with SAD, the feeling of this new time of year is palpable – they smile more, dress up a bit more, go out and socialize more, feel better, talk to their friends and colleagues more, read the news, and feel less doom among the gloom. What will you do to celebrate spring in the air at your business? You could start with a good healthy spring cleaning. Here are some thoughts: 1.

2. 3.

Clean up. Revamp your company look; put up a new website or update your existing one. Take new photos. Put up a new sign or a banner to put on your building. Check out your business cards and letterhead. Do you have tchotchkes (giveaways) with your name on them? Plan a spring sale, promotion, or open house. Go out. Set up 3 coffee, breakfast, or after work meetings each week for the next month. Target those people you may have lost touch with over the winter. Pick 2 networking events to go to – and go to them. How’s your elevator speech? Do you still do exactly what you say you do? Have you added a product line or division or service? Add that to your elevator speech – people are probably tired of hearing the old one anyway.

RISBJ | rhode | rhode island small businessjournal journal RISBJ island small business

Create and implement a media plan. Find a series of things to talk about that are relevant and newsy and send them to your local, regional, and trade media. This can be as simple as announcing new hires (one at a time with nice, professional photos), introducing the media to a new product, or inviting them to that open house. Make it clever. Make it stand above the clutter. 6. Be an expert. Feel particularly strong about an issue? Write a letter to the editor or an op-ed piece. If your issue is visual, think about TV. Or make a radio talk show pitch to come on as a guest. 7. Give away something. Post an e-book or pamphlet on your site. Collect the emails of people who want a copy, and begin a Constant Contact or Mail Chimp e-newsletter. If you’re a plumber, offer a way to stop a leaking faucet. If you’re an author, offer the first chapter of your book. If you’re a PR company, offer 10 ways to improve your website. 8. Technology. How’s it working for you? Do you really make the best of your iPhone – do you need a refresher on all its capabilities? How secure are your systems? We are living in times when computer glitches and viruses are prolific and only increasing – take the steps to secure your data and your clients’/customers’ data. 9. Is your “social” just “so-so”? Are you in the basic channels of Facebook and Twitter? Do your key people have LinkedIn profiles that promote where they work (you can put these up as a company initiative). Do you have a designated person doing social for you, or a consultant? Do you now want to train your staff, or some of them? Take a look at Yelp. Google your company name (and then your own name and a few of your key staff). Does it need some cleaning up? Call in a pro. Are you on Angie’s List and all the places that give recommendations pursuant to your business? Do you know what analytics are and how to use them? 10. Get out there! Offer to speak at a Chamber meeting or one of those networking functions – better yet, have them come to you and host a meeting at your place of business. Nothing like fifty or a hundred new people walking right in your door. Don’t let the energy that comes with the first days of spring pass you by – use that energy to shout it out. Spring is here!

Nancy Thomas Owner Tapestry Communications

% 0 0 1GUARANTEED

100% Guaranteed 2014 ROI | SMALL BUSINESS

! I O R 4 201 by Richard Austin What is the absolute, best investment you can make in 2014? What single thing could you invest in that will guarantee a significant ROI? Plastics? No, that is so 1967. Pocket calculators? Go back to the 1970s. The compact disc? You’re still living in the 80s. Pagers? Oh my gosh, no – they ruined the 90s for me. You get the idea. All great investments at the time, but they quickly became money pits. You might ask, “So, wise guy, tell us what’s your great idea for guaranteed ROI for 2014?” You. That’s right, YOU. Invest in yourself. “What you talking about Willis?” (Sorry, 1980 flashback.) I’ll tell you what I’m talking about. The best way to move you and your business forward is to create a better you.

Let me give you an example from my own experience. I like having money, but I don’t like anything else about it. I hate accounting, I hate finance, I hate balancing my books (yeah, like that’s ever going to happen), I hate paying bills (alright, everyone hates that). My point is, I really dislike these chores, so even if I invest my time and effort, I will never be really good at it. If this is the case with one of your weaknesses, the better part of valor is to pay someone else to do it, and spend your time, energy, and money on another investment. Now, if it’s something that you don’t truly hate, and something you know will provide a great ROI, that’s your sweet spot. Let me provide some examples: 1. 2. 3.

Take a look back at 2013. Ask yourself, “What were my biggest successes and my biggest failures?” Create your personal “strengths and weaknesses” list. At this point, you’re probably thinking, “he’s going to tell me to identify all my shortcomings and get to work on them.” You’re only partially correct. Yes, identify the areas that you know you can improve on, and which would have a direct result on your success (both business and personal). How do you choose the right areas for investment? Ask yourself these questions: 1. 2. 3.

Can I, realistically, get better at this? Is it something I want to do? (This can be a big motivating factor.) Is it worth the time, effort, and expense?

4. 5.

Writing (for your website, your blog, your newsletter, etc.) Educating yourself about your business – becoming the most knowledgeable among your competition. Becoming a better communicator, presenter, and public speaker. If you have the gift, learn a second language and capitalize on a whole new market. The list (or your list) goes on.

One last thought. Don’t forget to look at your strengths. Whatever they may be, they’re your strengths because you’re good at them and you like doing them. (Very few people are good at things they really don’t like.) Again, pick one that you know will be an obvious ROI. So, to start 2014 with a plan, write down your strengths and weaknesses. Identify the ones you know held you back in 2013, and have at them. Be bold. Be fearless. Have a successful 2014! Richard Austin President Speaking of Success, LLC

www.risbj.com | volume three issue two

SMALL BUSINESS | How to Survive Swimming with Sharks

A couple of months ago, Phil Black took a risk and brought his business, FitDeck, to a room full of hungry sharks. He didn’t know if he would sink or swim, but he prepared to meet his match in the “Tank”—that is Shark Tank, the hit ABC television show. Black’s company, FitDeck, was created in 2005 after years of playing a game he designed during his time at Yale called PUG, also known as Push-Up Game. PUG is a push-up contest where a player selects a card from a deck and does as many push-ups as the number on the card says. The game was challenging, fun, and social, so it quickly became a hit at Yale. A few years passed as Black graduated from Yale, became an investment banker for Goldman Sachs, and joined the Navy SEALs. PUG resurfaced during his time in the SEAL Teams due to the game’s ease of use in remote training areas. The concept expanded as he moved onto Harvard Business School and realized he could turn his game into a business. FitDeck has created custom decks of playing cards with 40 different titles for a variety of lifestyles, including Prenatal, Crosstrain, Pilates, and Senior. Twenty FitDeck titles are also now available as mobile apps on iPhone. Black says their mission as a company is to try to make exercise and training for sports simple, convenient, and fun for people of all fitness levels. One of the hardest parts of running FitDeck for Black has been finding the right partnerships. “You know what you can do and how hard you work, but it’s harder to determine other people’s intentions,” said Black. “The risk of putting money down for a product you’re not sure you’re going to sell isn’t as big of a risk as picking people you’re going to trust.”

RISBJ | rhode island small business journal

Black decided to apply for Shark Tank because he believed FitDeck needed a mix of money, contacts, and expertise to boost it to the next level. Black said the publicity was another big plus, as it paved the way for a spot on the national map. With all of the studying, simulation, and practice, Black says he found his preparation for Shark Tank as extensive as his Navy SEALs preparation. He went so far as to organize spreadsheets with all sorts of information on the Sharks—he even knew how many children they had! Black didn’t end up receiving an offer from the Sharks, but he did walk away with valuable advice that he’s taken plenty of time to consider. His sales after his appearance seem to show that his business is bound for continued success. Black says that after his episode aired, sales and traffic to his website and social media pages exploded. Even weeks later, he says he’s still getting inundated with opportunities for speaking engagements and publicity. So what’s the lesson to learn from all of this? Passion is key. “Make sure you’re not starting a business for the money,” said Black. “You need to be inspired and motivated enough to get through the bad stuff that will inevitably come.” Black’s passion helped him grow his business to where it stands today, and it will help you move your business forward, too!

HOW TO HANDLE by Dana D’Orsi It’s inevitable that at some point in your business, you will encounter a dissatisfied customer. It’s certainly not fun, and the way you handle it can have a big impact on your future business success. Here are some tips for how to manage this sticky situation. 1. HAVE A POLICY IN PLACE. Before the situation arises, be sure you’ve put a policy in place so clients and customers are aware of your terms before they make their purchases. If you provide a combination of one-on-one services, group workshops, and products, you can have a different policy for each. Make sure your policies are stated very clearly and in multiple locations. Post your terms on your sales pages, client intake forms, contracts, etc. And be sure to consult with your business lawyer on the exact wording you use. 2. DON’T TAKE IT PERSONALLY. Refund requests don’t tend to happen frequently, but the longer you’re in business and the more people you serve, an occasional refund request is likely to come through. I know the first one can be a blow to your ego, but just remember that this is a natural part of doing business. No matter how great your products or services are, there will always be some people who don’t jive with them, and that’s ok. Think about big stores who get returns all the time—it’s not personal; it’s just business. 3. RESPOND WITH SPEED & A SMILE. As soon as you see the refund request, immediately email or call your customer to thank them for getting in touch and for giving your company a try. Be graceful and respectful all the way! Remember, this is a chance to turn an unhappy customer (who is likely expecting a hassle) into a raving fan of your customer service and brand. 4. GET FEEDBACK (BUT DON’T “QUESTION” THEM). Use this opportunity to get valuable customer feedback on how you could improve your

How to Handle Refund Requests | SMALL BUSINESS

REFUND REQUESTS product or service. But remember, there’s a fine line between asking for feedback and “questioning” them. You certainly don’t want to make them feel like they’re in the hot seat—especially if your return policy is “no questions asked.” 5. GIVE THEM THE FACTS. Let them know whether they are eligible for a refund or not based on the terms in your policy. And if they are, be sure to tell them when it has been processed and when they can expect to see the refund reflected on their credit card or in their bank balance. Want a simple template to customize and tweak? Check out this one…

No matter how great your products or services are, there will always be some people who don’t jive with them, and that’s ok

Hi [Name]! First off, thank you for your email and for giving [insert name of course or product] a try. I have refunded your fee via [PayPal or merchant service provider], so you should receive a notification through your account shortly. If, for some reason, you do not see the refund reflected in your account within the next 2-3 business days, please let me know. Secondly, if there’s any more detailed feedback you can offer related to your dissatisfaction with [insert issue], I’d really appreciate you sharing that with me, as I am continually focused on improving my products and services, and enhancing my customers’ experiences with my company. And lastly, please let me know if there’s anything else I can do for you. And thanks again for your business! Dana D’Orsi Business and Marketing Coach, Dana D’Orsi International

www.risbj.com | volume three issue two

SMALL BUSINESS | Who Needs Professionals in a Do-it-Yourself World?

Who Needs Professionals

in a Do-it-Yourself World? by Jami A. Ouellette

“I own the Adobe suite so I can design it myself.”

Ugh. How many articles have you read that start with the word, “ugh”? I honestly could not think of a better way to start this one. It’s the first thought that comes to my mind when faced with the “why do I need a professional when I can do it myself?” question. Anyone who knows me can envision “ugh” blurting out of my mouth before I gain the composure to censor my response.

OK, my ears bleed when I hear that. Graphic design is indeed a field that requires extensive knowledge of the tools. However, more importantly, trained graphic designers have a deep understanding of design and communications theory, the nuances of typography, the emotional effects of colors, and the concept of building brand equity at every step.

We’ve all heard the analogies. Just because you can swing a hammer, doesn’t mean you can build a house. Just because you own a scalpel doesn’t mean you should perform brain surgery…duh. You get the idea.

For example, type alone requires a vast understanding of visual communications principles and the psychological impact of different typefaces. In a 2012 experiment in The New York Times, Errol Morris presented readers with a “quiz.” He entitled it, “Are You an Optimist or a Pessimist?” After a short passage, he asked readers two yes-or-no questions regarding whether or not they agreed with what they just read. In actuality, Morris was not interested in what people thought about the topic at all. He was testing whether or not a typeface could influence how people perceived the presented information.

YET, I find myself answering the question often. In branding and marketing communications, scalpel wielders conducting brain surgery are rampant. Perhaps we are easy targets because much of what we do does not result in tangible, shiny things and mistakes are much less apparent than, say, the mahogany porch with a discernable slant because it wasn’t framed properly. Let’s start with the one that makes the hair on my neck stand on end. “I can write my own copy” After close to three decades in this business, and more than enough grey to show for it, I can tell you that effective writing is a rare talent. Furthermore, effective marketing communications writing is even more rare. The communications writer must not only know how to tell the story, but must also know how to write for the given medium, and how to reflect the brand’s voice for different audiences within their level of understanding and realm of experience – all while selling a concept, brand, service, and/or product. As for grammar and typos, research shows that poor grammar can have a lasting negative impact on your audiences and simple typos can put “you’re” credibility at stake. Take that one to the bank when it comes to social networking, too.

RISBJ | rhode island small business journal

The 40,000 participants were all presented with the same passage, but in one of six different typefaces: Baskerville, Helvetica, Comic Sans, Computer Modern, Georgia, and Trebuchet. The results overwhelmingly showed that statements in Comic Sans inspired the highest amount of disagreement. Helvetica was not far behind. Both sans serif typefaces “failed to ignite the believability factor” with the readers. Meanwhile, people were most likely to agree with the statement when presented in Baskerville (a more traditional serif). A simple typeface selection – as well as a simple type treatment – can help communicate your message or undermine its effectiveness. Here’s a simple example: UPPERCASE LETTERS MAKE THE READER FEEL LIKE THEY ARE BEING YELLED AT. Here are two others that might help illustrate the importance of typography, design, and copy.

Who Needs Professionals in a Do-it-Yourself World? | SMALL BUSINESS

The typeface, uppercase letters, and harsh “quotes” look more like a “BEWARE OF DOG” or “WIPE YOUR FEET” message than a “caring” one. You can be sure VISA and MasterCard would not approve of their brands being associated with this sign either.

A photo elicits an immediate emotional reaction. Photography and design go hand in hand – never separately. And trust me, if you have a product and are using a photo to illustrate it, taking a poor photo of a good product is a great way to lose customers.

This one’s interesting from a content, type, and layout perspective: I’m not sure what it means – and the bad hyphen is the icing on the cake. Let’s just hope the message isn’t critical.

“I know how to use a computer so I can design my own website.”

You may be thinking, “C’mon, everyone knows that everything ‘needs white space.’” But designers understand why there is a need for white space and where to put it. A blank screen or page with the simple words in the center: got milk? can be incredibly effective, when used as part of an overall consistent, strategic campaign. Highly qualified graphic designers know how to use their creativity to communicate a concept effectively, to each audience. That takes talent, strategy and knowledge. “I Just threw together a logo” And I just threw a clot. There are so many considerations that should go into developing your logo. The design implications, as mentioned above, are just the beginning, since the logo is the “flag on the flagship” of the brand. (See my column in Volume 3, Issue 1 of RISBJ, Understanding Branding in the Real World, to better appreciate the importance of branding as a whole.) But without even diving into the smoldering depths of the branding crater, the need for professional help in logo development can be evidenced even in the smallest parts of the process. For instance, color selection alone is critical. Colors convey messages and elicit emotional responses. Your logo color might make people hungry (like some yellows and oranges) or it may suggest impotence (like some blues). That little example is usually enough in and of itself to stop people from creating their own logos. Sounds like hyperbole, like overblown hogwash? When in doubt, look to the most successful companies in the world. They spend millions – even billions – on logos and branding. Finding the right team, with the right mix of strategy, experience, and creativity – and a commitment to thorough research – is an incredible challenge in the quest for branding success. There are many great examples of blatant logo disasters. They are fun to look at, albeit painful. Go to our website at http://www.imajassociates.com/ logo-blunders to see a few fun ones! “I have a good camera. I’ll just take my own pictures.” I added that for my partner, Jeffrey, whose pressure rises at the thought of it. Every type of photography takes a distinctive “eye.” Whether product photographers, event photographers, photojournalists or any of the many types of photographers, each entails distinctive talents, equipment and experience. For technical reasons the camera itself may matter, but remember, some of the most famous photos have been taken with cheap cameras.

Please-put-the-scalpel-down. A website is a foundational part of your brand, a portal to and from your other marketing tactics, and often a customer’s (or potential customer’s) first impression of your company. The right professionals apply their communications and design, as well as technical skills, to find the ideal balance of form and function. Combined with planned social media and marketing integration, they will create a user experience that accurately reflects your brand, and at the same time, engages and serves up the information that your visitor seeks. “I’ll just let my intern handle social media.” While interns can be a great resource, they are not seasoned communications or brand managers. A social media plan will help guide how and when to use social media. And, if you are using an intern to implement, all updates and posts should be vetted by a manager before they go live. It’s important not to underestimate the power of social media. It is the number one way that many – millennials and beyond – get their information and has created two-way conversations that were once unheard of in marketing. Creating and managing your digital conversations can either make or break your business, so having a clear strategy that is integrated into your marketing communications planning is critical. How easily can it go wrong and what kind of damage can it do? There’s so much more I could discuss, including video, advertising, and the most important part of all - planning and integrating all of those. It comes down to this: often there is tremendous risk in not using the experts. In marketing communications fields they have unique, inherent gifts of understanding branding, markets and audiences; how to integrate strategies and select effective mediums; and how a given tactic affects emotional comprehension. So What Can You Do? In all these cases, there are many things you can do that will result in better outcomes and a more cost-effective process. Help your professional team learn as much as possible from you and your stakeholders so they have a thorough understanding of your brand, market, and the challenges you face. The more information they have, the better they can uncover opportunities and develop strong messages. Then provide input throughout the process in such a way that your project manager can work with his/her team to find the right solutions. Allow the creativity to flow and try not to box the professionals in. Let them do their jobs. Soon, I will be launching a series of short videos with specific steps you can take for different types of projects that will ensure highly effective outcomes and will help you save money. OK, off my soapbox, as I put down my scalpe.

Jami A Ouellette President and Founder Imaj Associates

www.risbj.com | volume three issue two

SMALL BUSINESS | Visual clutter > Mental clutter > Lack of focus > Reduced Productivity

VISUAL CLUTTER > MENTAL CLUTTER > LACK OF FOCUS > REDUCED PRODUCTIVITY by Kristin Carcieri-MacRae The statement above causes a snowball effect that will continue to spiral out of control if your physical disorganization remains in the state that it is in. Let me paint a picture for you. You walk into your office on Monday after a relaxing weekend and the first thing you see are the piles of paper on your desk, on the floor, exploding out of the filing cabinets and drawers. Your office isn’t aesthetically pleasing to the eye. Maybe there is too much furniture or you aren’t using your office trays in an efficient manner. This visual clutter will immediately change your personality and will set the tone for how the rest of your day or even week will play out. This visual clutter, whether it is paper or the physical disarray of the office will in turn cause mental clutter. Mental clutter will take up unnecessary space in your head. In the back of your mind you know you have to tackle an organizing project, but the project seems too overwhelming, so it’s just easier to continue to work the way you’ve been working and nothing gets accomplished. Whether you know it or not, subconsciously this mental clutter will weigh on you. Get rid of the visual clutter and that in turn will release the mental clutter. Can you see the snowball getting bigger? If you continue to let it grow; it’s going to turn into an avalanche. This mental clutter will cause you to have a lack of focus. You are trying to remember everything you have to do, where you have to be, the piles of paper

RISBJ | rhode island small business journal

and disorganization are becoming a distraction for you, which in turn causes you to lose focus. When you are distracted at work and lose focus, you aren’t as efficient and productive as you could be. You may be losing clients or missing out on important opportunities for your business. Basically, you aren’t running at 100%. You aren’t giving your back end of the business the attention that it deserves. Set up working organized systems. Once you set up these working organized systems you won’t have to deal with all the aspects of disorganization discussed above. Your daily routine of maintaining your system will become habit which in turn will allow you to become more efficient and productive. You will be able to put all your focus and attention on thriving as a small business. There are many benefits to being organized. It is proven: You will have more free time, more money, less stress, more energy and your clients will have more confidence in you. I have seen the transformation happen with my clients. If you are lacking in any of the above, it may be time to make a fresh start and tackle that disorganization once and for all. Get a handle on your disorganization. Even a big snowball can knock you down hard. Don’t let that snowball turn into that avalanche and bury you and your business alive. Kristin Carcieri-MacRae Owner Organizing In RI, LLC

Minding Minding Your Your Own Own Brand Brand || SMALL SMALL BUSINESS BUSINESS

ISN’T IT A SMALL WORLD? by Dave Lubelczyk

Have you ever played the Kevin Bacon game? For those of you unfamiliar with the game, participants are asked to link actors back to Kevin Bacon with no more than six degrees of separation. Anyone who has played it quickly discovers how small Hollywood really is. Like in the game, we often find ourselves asking isn’t it a small world? Throughout our business and personal lives, we often say, “I didn’t know you went to high school with Bill,” or “I just found out you are married to Sue.” Over the past five years, the growth of social media has multiplied this level of “connectedness” and now a person has the

and do everything in their power to see that the organization succeeds. The level of passion a person has is directly related to how extraordinary an experience they have had with the organization. The main thing that most businesses forget is that a person can be a passionate advocate or a bitter adversary, even if they never use the company’s products or services. This is why small businesses must provide extraordinary services to everyone who touches the organization, even if the interaction doesn’t result in a sale. A graphic design colleague of mine once told me a story about how his neighbor’s brother owned a very small property management company. The neighbor asked my design

small businesses must provide extraordinary services to everyone who touches the organization, even if the interaction doesn’t result in a sale ability to speak to EVERYONE they know with a simple click. This is a blessing and a curse for all businesses. Few small businesses take advantage of how connected we really are and even fewer realize that if not managed correctly, this “connectedness” could hurt their brands. A brand’s strength can be measured by the number of passionate advocates a business has. These advocates believe in the brand

colleague to help his brother out. The brother had awful business cards and never could find a designer who produced the quality of my colleague’s work. The designer was uninterested at first because it was a very small project and this client was definitely too small for his firm. But as a favor to his neighbor, he helped the brother out knowing full well he would never make any money on this project. The designer resisted the temptation

to “just bang this one out” and instead put considerable effort into the design. The resulting card was something the designer was very proud of and the brother was ecstatic. One day, the brother gave a card to a business associate. The person loved the card and asked who designed it. She was opening a chain of restaurants and needed a design firm. The brother passed on the design firm’s name along with a glowing recommendation. Her restaurant is now one of this designer’s largest clients. Even though a person may not fit your business model or seems like a “small” customer, you never know who they may be connected to, both on and offline. Your willingness to help them find the answers to their problems, even if it isn’t your product, will create a favorable impression in their mind. The experience you create will turn them into a fan of you and your business and they will tell others. Because you are never sure of how a person is connected, you should treat each and every person as if that experience could be the one interaction that makes or breaks your business. In case you are wondering, I am only four degrees away from Kevin Bacon. I married Dr. Rebecca Ballard who, while working at Rhode Island Hospital, had an intern named Randy Fink. Before medical school, Randy was an actor who played the ER doctor in the movie Philadelphia starring Tom Hanks, and Tom Hanks was in Apollo 13 with…Kevin Bacon! Dave Lubelczyk Image Identity imageidentity.com

www.risbj.com | volume three issue two

SMALL BUSINESS | Get Organized The SMART Way

i, and guests 500 students, alumn On February 11th, s Schneider ty’ rsi n & Wales Unive gathered at Johnso est” rkF ha “S al third annu Auditorium for JWU’s nts de stu U JW s Fest invite competition. Shark ns pla s es sin their bu and alumni to share ble chance to win valua the for s ge jud with s the contest bring in prizes. Every year, s them to neurs and motivate numerous entrepre . into a reality change their ideas

compete at , the entrepreneurs have been selected sk space de y, ne mo t for prize the SharkFest even mentoring urship Center, and at JWU’s Entreprene ll as the siness leaders as we from experienced bu nter’s staff. Entrepreneurship Ce

e range of t JWU received a wid Parmenter said tha including: a ar, semifinalists this ye unique pitches from is similar to t tha rs e for game playe social networking sit for everyday ire att le ab line of comfort LinkedIn; a clothing oil in China as use recycled cooking women; an idea to country’s air quality; thus improving the mmunications & rs, Co , ca ter for l en can rm fue Pa e Madelin homeowner’s trash any that will take a ialist at JWU, said mp ec co Sp a s d s ion an ha n lat ca Re Media home after the ild” 2011 as the “brainch rb and return it to the in cu n the ga to be the st w Fe rro na ark to Sh e judges were asked ecutive director of Th been emptied. The of John Robitaille, ex for the live sts ali fin e for r elv tw nte t Ce jus ational stants down to nte co Larry Friedman Intern luded: inc s ar’s contest judge ICE). The goal of the competition. This ye Entrepreneurship (LF in IT rks wo , JWU alumnus lp JWU students • Jerry Kindred, competition is to he ark Carem ir ideas into department at CVS and alumni grow the bile me So O of UpSource Mo s. CE , se ge es rid sin ck bu l Brent Mu successfu • apply are only Services, Inc. entrepreneurs who ent, stages, and s been a Vice Presid ing nn pla rly ea the in John Benevides ha • lationship Re opened and Senior Sales some have already Managing Director, CO p/C ou way, Financial Gr their doors. Either Manager at Citizens 95 a es eiv Corporation since 19 rec s n ce tio rvi eti the comp Investment Se s ke Ca ssive owner of Susie wide variety of impre • Susan Sarich, r of HealthID ar, ye ery ev JWU alumnus, owne ns si, tio as ca Pit appli • Angelo to which makes it hard e-pitches, the wn. do m of the contestants’ narrow the After listening to all ners. Julius Once the down to the three win judges narrowed it finalists

RISBJ | rhode island small business journal

Get Organized The SMART Way | SMALL BUSINESS

Searig ht, a J WU alu prize fo mnus, r Food earned 4Good that se the $2 . Food rves co ,500 fi 4 Good mfor t fo rst pla kitchen is a force od, an to prov profit fo d a ide de ls for tuna od truc o b ecome licious te. Th k s a mo meals e $1,5 to Kev bile so Since for tho 00 sec in Rutl u its ince s p e o nd pla who are edge, ption, Tip Flo c e a le n p many o SharkF rize wa ss ther JW ps. Tip entrep est ha s Flops U p re allow a a re s lu s helpe e n m n h e te a n u s desig us, for d rs kick person busine d -star t th his bus ned sp s getting s almost . T h e ecial fl iness eir w a pedic immed in F n o ip e o r d fl in 2011 ure to iately a ops th Truck, Schoo walk o at , Radis can be fter the l of En locatio ut of th h found paint h gineer n both th s e in vario th s in a alon s been ro g and u e $1,0 g h u a o s n D u b d e t r 0 u s P p 0 ig shed o rovide rovide Choice third p n stud s healt nce n. lace pr ent Ha Award from in hy food ize and i Pham for his Engine g re d made ie c th w ompan n on e $500 ering a ts fa h rm arveste y Mob ims to People and m d at lo ile Eng place a s. Last year, officiall design ’s ore aff cal ineerin y launc Full Mo s a con testing ordable industr g . hed an nti won cept, a equipm Mobile th for field o y, such u g d n h first e d is tf n w u th t e lly whil orkers that’s li ncoura is year as elec 9 finali e also year’s in the ghter ging stu trician it has sts rec fi b e s rs e le d e a n t c e iv nd eng efitting trical place w nts to ed a $ busine in Sha ineers fundra social 250 pr inner, ss end rkFest . The ise venture ize to u Searig eavors a remain n h s. This se tow . d to t, won th also co redesig ing ards th ir m d n p p h eted la lace. H eir is busin JWU is st year e work ess co proud ed hard ncept, to help SharkF a this ye nd his studen est, an ar effor ts ts and d they the Sh paid o alumn look fo ff! arkFes i succe rward ts to co ed thro to help me. ugh ing eve n more in

Once the finalists entrepre have bee neurs co n selecte m p e t e at the money, d d, the SharkFe esk spac s t event fo e at JWU r prize and men ’ s Entrepre toring fro neurship m exper Center, ienced b well as t usiness he Entre leaders a preneurs s hip Cent er’s staff .

www.risbj.com | volume three issue two

SMALL BUSINESS | Look Back To Maximize Marketing Outcomes Ahead

LOOK BACK To Maximize Marketing Outcomes Ahead by Carolyn Lavin As businesspeople prepare for tax filings and gather the necessary financial documents, they often analyze earnings and expenses in comparison to goals and projections. Lawyers, CPAs and others who track billable hours, for instance, assess the fiscal implications of the previous year from a perspective of hours worked, hours billed, etc. Gathering some quantitative and qualitative data from 2013 will help define and fine-tune your marketing for 2014. QUANTITATIVE PROCESS Start with the five or ten biggest business deals or projects – and the five or ten least profitable – that crossed your company’s collective desk in 2013. Note from where the new business came and how the business development process was handled. You may have to do some digging to get to the heart of the referral and surrounding set of circumstances.

you got some great new work from a businessperson you have schmoozed regularly for the last ten years As you identify the great and the not-so-great work from 2013, recognize that the long and winding road of new business often veers toward paths that are not within your control. For instance, did you bid too high or low in an RFP process because you did not have an accurate understanding of the parameters? Did you take on a project that took a series of unforeseen steps with related negative consequences? Conversely, you might have seen a small lead from a sporadic referral source generate an unexpected abundance of substantive work for your firm and a successful outcome for your client that, ultimately, is a win-win for all. Or, you got some great new work from a businessperson you have schmoozed regularly for the last ten years. Other ways to assess your success include: tracking visits to your website, analyzing open rates in Constant Contact and measuring views in LinkedIn of your social shares. It’s all about engagement. BEYOND THE NUMBERS It is valuable to assess where you spent your marketing time, what events you attended, and with whom you had lunch-coffee-drinks in the last twelve months. Take a few minutes to carefully scrutinize your calendar on a month-bymonth basis. If your firm hosted a stellar

RISBJ | rhode island small business journal

celebratory bash to mark a years-in-business milestone that garnered lots of face time and generated a positive buzz, what are you doing to connect with those clients, referral sources and prospects this year? Your 2013 calendar might also alert you to a charitable event or corporate networking function you attended that was very rewarding in terms of business-building or afforded you the opportunity to see many from your network of colleagues at one time; see if that event is happening again this year and be sure to sign up! And don’t forget to review your LinkedIn connections for reminders of individuals with whom you have lost touch in the hectic life of year-end. MAKE YOUR LIST Whether you have clients who need some courting, referral sources to call or invite to lunch, or prospects you would like to advance in some way toward a profitable affiliation, use your previous efforts as a stepping stone to marketing success. We know that planting the seeds and nurturing their growth is the best method to create strong and lasting business relationships so it makes sense to follow-up with your lunch dates and others with whom you made significant connections. Technology-centric business professionals may want to create an Excel spreadsheet of activities and next steps to examine yearly. You might implement the advanced calendar features in Microsoft Office or other Customer Relationship Management (CRM) databases. No matter the complexity of your approach, some thoughtful review and analysis of your marketing endeavors from the previous year will certainly produce as much critical business-building information as the actual income and expense figures on your accounting ledgers. Carolyn Lavin President Lavin Marketing Communications

by Aileen McDonough Years ago, I worked for The New England Journal of Medicine. In my work with them and other publications, I learned a great deal about content strategy (before it was called content strategy). Magazines don’t just fly by the seat of their pants when deciding what goes between those two slick, shiny covers. They function using an editorial calendar. Wait, are you reading about editorial calendars? Yes you are! Because they are a very powerful tool in getting control of your content. They are the first step in content strategy because now, as you run your business, you need to start thinking and marketing like a magazine. Relax, people. I’m not telling you to go out and buy a printing press. But use an editorial calendar, and your business content strategy will flow much more easily. There are 4 elements to an Editorial Calendar: 1. 2. 3. 4.

Dates Goals Subjects/themes Media type

All these drill down to one another, working together for a (mostly) seamless plan. Let’s take them one by one, shall we? 1.

Dates. Social media is all about timing. And in any given business, the same things probably happen around the same time each year, so you need to match up your business with the times they generally happen. If you’re an accountant, the sun will rise, the sun will set, and Tax Day is always on April 15th. If you’re a wedding photographer, the tides roll in, the tides roll out, and a whole boatload of people get engaged around Christmas and Valentine’s Day.

2. Goals. For each time in your business, you have goals. Things you want to make happen. Some goals are date-driven. If you’re a farmer, you’re harvesting in summer and early fall, so your goal is to promote your produce like crazy during those times. Other goals are inspired by what you want from your business, like attracting 5 new clients or 50 new Facebook followers. 3. Subjects/Themes. Subjects and themes are the content itself: very simply, what you’re talking about. Drilling down, your subjects and themes should be appropriate to the time (Dates) and influenced by what you want to achieve (Goals). You’re not going to talk about gardening in winter (unless you are a national company, which likely means you’ll have separate tabs for regions in your editorial calendar anyway) and you’re not going to tell people to make their Christmas lists in June. 4. Media Type. The biggest mistake most people make when they first get into social media is to post the same thing EVERYWHERE. You must adjust your content for different media platforms, even if you’re talking about the same subject. Think of it this way. If you were going onstage at Carnegie Hall, or walking into a Starbucks, or going out for a run with your dog on a leash, you’d act differently, right? You’d dress, act, and talk in a way that is appropriate to each of these situations. Social media is the same. Each media platform has a different audience, and you, as a business owner, are trying to speak to that audience and get them to listen. Make sure you’re speaking their language. Aileen McDonough Owner 3am Writers

Tuesday, March 4 East Bay Chamber of Commerce Women’s Winter Series: Food as Medicine 12:00pm-1:00pm 16 Cutler St. Suite 102, Warren Thursday, March 6 Jo’s American Bistro Newport Chamber of Commerce Business Before Hours 8:00am-9:00am 24 Memorial Blvd. West, Newport Thursday, March 6 Centerville Seminar Center So You Think You Want to Start Your Own Business 6:00pm-8:30pm 875 Centerville Road, Building 2, Suite 5 Friday, March 7 Newport Chamber of Commerce Seminar: Estate Planning 101 Presented by: Partridge, Snow & Hahn 8:30am-9:30am Monday, March 10 Newport Chamber of Commerce Seminar: Intro to Social Media Presented by Katie Dyer, Cadeaux du Monde 8:30am-10:00am Tuesday, March 11 East Bay Chamber of Commerce Together We Can Network Referral Group Meeting 9:00am-10:30am 16 Cutler St. Suite 102, Warren Tuesday, March 11 East Bay Chamber of Commerce Women’s Winter Series: How to Nourish Your Body with the BEST Nutrients 12:00pm-1:00pm 16 Cutler St. Suite 102, Warren Wednesday, March 12 Newport Chamber of Commerce HR Roundtable: New TDI Laws Presented by: Partridge, Snow & Hahn Sponsored by: Health Services Administrators 8:30am-9:30am Wednesday, March 12 Centerville Seminar Center Create A Dynamic Vision to Inspire Your Team to Success 2:00pm-4:00pm 875 Centerville Road, Building 2, Suite 5

www.risbj.com | volume three issue two

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Ka-Ching, Ka-Ching!

Wednesday, March 12 Alayne White Spa East Bay Chamber of Commerce Meet & Greet Networking 5:30pm-7:00 pm 11 Constitution St., Bristol

Tax Write-Offs That Can Save You Money by Stephanie Robl Tax season is now in full swing, and it’s time to prepare your documents for your CPA. Have you stayed organized all year or do you have massive piles of paper sitting around the office in disarray? If you’re the former, kudos! I can’t emphasize enough how important it is to keep an organized bookkeeping system. From mileage logs to lunch receipts, it’s easy to misplace something in the depths of a desk drawer and lose out on deductions that can save you money. Every year, small businesses miss many opportunities for write-offs, and sometimes they even record data incorrectly so that they get taxed where they shouldn’t. Something as little as remembering to record the cash payment for a train ticket can increase your chances of protecting your hard-earned income and

Wednesday, March 12 Centerville Seminar Center Defamation in RI 6:30pm-8:30pm 875 Centerville Road, Building 2, Suite 5 Friday, March 14 Newport Chamber of Commerce Chamber Connections Referral Based Networking 7:45am-9:15am

based on the percentage of your home that is used for personal use/professional use. Auditors have been out examining home office deductions closely…so work diligently with your CPA to get this formula correct! 3. Technology and Telephone: As long as you have a home phone line, you can now write off 100% of your cell phone expenses. Other technology expenses like internet can be deducted as well, but you need to figure out the percentage for personal use and for professional use. 4. Dining and Entertainment: If you take clients out to eat for meetings, you can write that off. If you are traveling for a business trip and dine out by yourself, you can deduct your meal. Just keep in mind that you’ll need a receipt or bank statement to back up any expenses over $75 (and to be on the safe side, you

Every year, small businesses miss many opportunities for write-offs, and sometimes they even record data incorrectly so that they get taxed where they shouldn’t valuable time. Here’s my list of the top five writeoffs I’ve noticed go unrecorded or incorrectly recorded: 1. Auto: There are two options for recording auto expenses. The most popular method is recording mileage. Recording mileage is more appropriate for cars that are more economical to use; whereas, the second option of recording fuel, repair, and maintenance costs is usually used by business owners with fleets of large SUV’s or trucks. The actual cost method is more beneficial for these business owners because they can have higher operating costs. You can track all of your auto expenses and see which one gives the bigger deduction when you turn in your papers to your CPA. 2. Home Office: Many expenses can be placed under the home office expense category, saving you money. Office supplies, electricity, rent or mortgage, and more can be included, but it is all

should still keep records for expenses less than $75). 5. Ads and events: Attending fundraisers and purchasing ad space is, to me, a triple win for small businesses. You can enjoy an event, meet new people in your potential market, and support a good cause. For example, I am planning to attend a local charity doll fashion show and tea with my daughters next month, and my business will be advertised in the program. We’ll have a fun family day together, the charity will benefit, and I will gain good exposure to new potential customers. Start fresh in 2014. Get organized now, start seeing more green, and enjoy a pain-free tax season! Stephanie Robl Owner of Ten Key, Inc. www.tenkeyinc.com

Saturday, March 15 Centerville Seminar Center Linkedin Lab 2: Active Engagement to Build your Brand 9:30am-12:30am 875 Centerville Road, Building 2, Suite 5 Tuesday, March 18 East Bay Chamber of Commerce Women’s Winter Series: Estate Planning 12:00pm-1:00pm 16 Cutler St. Suite 102, Warren Tuesday, March 18 Hyatt Regency Newport Newport Chamber of Commerce EXPO 2014 4:00pm-7:00pm One Goat Island, Newport Wednesday, March 19 Newport Chamber of Commerce Health and Wellness Seminar Sponsored by: Olympic Physical Therapy 8:30am-9:30am Thursday, March 20 Newport Chamber of Commerce Business During Hours Sponsored by: Chili’s Middletown 12:00pm-1:30pm Thursday, March 20 Newport Chamber of Commerce Seminar: EMyth Business Development System Presented by: Jim Crisafulli 8:30am-10:00am Tuesday, March 25 East Bay Chamber of Commerce Together We Can Network Referral Group Meeting 9:00am-10:30am 16 Cutler St. Suite 102, Warren Tuesday, March 25 Rhodes on the Pawtuxet Statewide Business After Hours 4:30pm-7:30pm 60 Rhodes Place, Cranston Wednesday, March 26 Centerville Seminar Center Business Law Basics- everything you need to know to keep yourself out of trouble! 6:30pm-8:00pm 875 Centerville Road, Building 2, Suite 5 Friday, March 28 Newport Chamber of Commerce Chamber Connections Referral Based Networking 7:45am-9:15am

www.risbj.com | volume three issue two

AVA I L A B L E P RO P E RT I E S

400 South County Trail, Exeter:

Great location!! Design Award of Excellence. Private baths. Centrally located 6 minutes South of Home Depot in North Kingstown. Easy access at the gateway to South County. Taxes are approximate. Assessment as unfinished. 900-4,000 sq.ft. available. From $105,000

1755 Smith Street, North Providence:

Former Dunkin Donuts for over 30 years (they bought & moved across the street). Seats 30+. Has a drive-thru. Parking for 20+. GREAT for ANY fast food concept. 2000 sq. ft. $2,500/mo.

1950 South County Trail, East Greenwich: 20,000 SF warehouse space with 5 dock height doors, 24’ clear height. Ample Parking, Located off Route 2, Great Access to Route 4. Lease at $5 psf.

65 Montebello Road, Warwick:

Great block building with two overhead doors, heavy power, and 2nd floor office. Great access to highway, train, and airport. $175,000

111 Airport Road, Warwick:

Very nice 2nd floor office space near Hoxsie 4 corners. Tastefully decorated, good paint & carpet, possible office furnishings (nice stuff!) Three offices, conference, reception, lav., plus large basement storage. $180/month condo fee. $77,500

222 Jefferson Boulevard, Warwick:

Class “a” law office includes conference room, 4 private offices, lavette, reception, storage, kitchen. over 1450 sq ft, plus 500 sq ft storage! Reduced $179,900

TION DUC E R E HUG

10 Southern Industrial Dr, Cranston:

111 Hopkins Hill Road, West Greenwich:

2220 South County Trail, East Greenwich:

2240 South County Trail, East Greenwich:

Great contractor space, building is expandable 5000’ footprint. First floor =3000 office, 2000’ wh. Second fl. =3000’ part finished office . First floor rented to national company. 20*50 covered canopy in rear and plenty of vehicle parking. Located Between Scituate Ave and Plainfiled Pike, Close to I-295. Building is expandable on 3.44 acre lot Asking $525,000

One year lease offers buyer(s) time and income to space plan & seek permits. Close to Exit 7 on Rte 4 across from Stanley Bostich and adjacent Stork’s Nest Child Academy. Lease at $14 psf.

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½ acre – 16 acres Very fast growing area off Exit 6A near GTech, Amgen & Centrex. Front pad is busy Dunkin Donuts, balance of site permits office, retail, warehouse & light industrial. Traffic count 15,000 and growing! Multitude of possibilities- 6 other avail. lots. From $150,000

All spaces include utilities except warehouse. Warehouse space includes 1,200 SF of office space and shared loading dock.Located in expanding business park with ample parking. Quiet, wooded site. Direct highway access to Route 4. On Route 2, near intersection of 402 (Frenchtown Rd.). 6-12 sq ft warehouse from $6 psf. Call for details.

7265 Post Road, North Kingstown:

7.82 acres on US Rt.1. Zoning permits apartments/office/medical/retail. Many possibilities!! Will build to suit, sale or lease, or land only. Great location. Dozens of acres and walking trails behind property. Adjacent 5+- acres also available. Call For Details!

39 Nooseneck Hill Road, West Greenwich:

2,000 to 20,000 sq. ft. flex space for lease. Warehouse, office, classrooms, thearte, recreational, 6 acre site with 500’ front on route 3 land lease available for outdoor storage, nursery greenhouse, ect. Only 1.2 mile from Exit 6. Next to retail plaza. From $5 psf.

Many more Commercial Properties

www.RemaxCommercialRI.com or email Jeff Butler at jab@ButlerRealty.us Trusted Real Estate Service Since 1977 Looking to Buy or Lease? Call the Butler!

RISBJ | rhode island small business journal

Life Insurance Offers Peace Of Mind, Always | SMALL BUSINESS

Life insurance offers peace of mind, always.

guaranteed1 provided premiums are paid. This product provides longterm protection for those you care about most.

INVEST IN YOUR FUTURE

by Ted Donnelly In any economy, protecting your personal assets can be a struggle. And in uncertain times, making the correct financial decisions is imperative to create a stable future for you and your family. When making these important decisions, you may find that the purchase of a whole life insurance policy is the best option for you. When it comes to securing the future of your family, it is important to anticipate. Even if things are comfortable right now, you should realize the possibility of unforeseen events such as an economic downturn or untimely death. Purchasing whole life insurance can be an effective way to adequately secure you and your family’s financial future and any life changes that may occur.

But whole life insurance is more than just death benefit protection. It also provides tax-deferred cash value that accumulates over time, regardless of the economy. In the event of both known and unknown expenses, it provides a readily available source of funds. And for the long run, it can supplement your retirement income.2 Any kind of financial strategy these days seems fraught with uncertainty, so it’s important to consider what vehicles work best for your own circumstances. Life insurance can help you ensure that your family’s financial future is protected while also providing an alternate source of funds for everyday needs or unforeseen events. This educational, third-party article is provided as a courtesy by Ted Donnelly, Agent, New York Life Insurance Company. 1 Guarantees backed by the claim-paying ability of the issuer. 2 Loans against your policy accrue interest and decrease the death benefit and cash value by the amount of the outstanding loan and interest; withdrawals reduce the available death benefit. Neither New York Life Insurance Company nor its agents provides tax, legal, or accounting advice. Please consult your own tax, legal, or accounting professional before making any decisions.

INVEST IN YOUR LOVED ONES The primary purpose of life insurance is to protect your loved ones in the event of your death. With whole life insurance, your death benefit is

Ted Donnelly Agent New York Life Insurance Company

www.risbj.com | volume three issue two

FEATURED CHAMBER | East Bay Chamber of Commerce

F E AT U R E D

East Bay Chamber of Commerce 16 Cutler Street #102, Warren, RI 02885 (401) 245-0750 www.eastbaychamberri.org

Our mission is to promote business as the foundation for community growth and wellbeing by being the most reliable resource and leading advocate for businesses throughout the East Bay and surrounding areas. Please visit our website at www. eastbaychamberri.org to view our calendar of events and join us in getting to know your neighbors and business associates. We continue to do everything we can to help our members receive a return on their investment. Did you know the East Bay Chamber has three new programs? 1.

Jumpstart your morning with the East Bay Chamber of Commerce’s ‘Coffee & Commerce.’ This is our newest networking initiative geared toward the early-morning crowd. It will be held the last Friday of every month from 7:00am – 8:30am. Don’t miss out on this new networking opportunity! 2. WEBOND (Women’s Empowerment and Business Owners Networking Development) WEBOND aims to support, educate and empower women

RISBJ | rhode island small business journal

to be their best both physically and financially through uniting and building each other up and providing a platform in which to share resources that encourage personal growth and a prosperous community. 3. The Women’s Series, hosted by WEBOND meets every Tuesday from 12 -1:00pm at the East Bay Chamber Office, 16 Cutler Street, Suite 102 in Warren. Admission: $5 weekly, or $45 for the series. The series is held three times a year: Winter Series (January, February, and March), Spring Series (April, May, and June), and Fall Series (September, October, and November). Each week we present a guest speaker (20 min.), discussion, networking, raffle, and more! WEBOND strives to bring Harmony, lifebalance, education, and resources to women. For more information visit www. meetup.com/webond or email info@ eastbaychamberri.org. 4. Together We Can - Network Referral Group. We’ve been successfully passing referrals on a weekly basis and want to help you do the same. Are you an electrician, landscaper, inspector, caterer,

What’s New | CHAMBER CHAT

a business professional that has owned a variety of businesses for 40 years and can help with your questions or problems. You decide the level of assistance you’d like, and the number of sessions, based on your needs. A SCORE retail counselor is also available to advise retail business in order to generate additional sales and improve customer service. The counselor will conduct an onsite visit in your store and consult with owners or managers. The SCORE retail counselor has 42 years of experience with management, merchandising and store layout and design. To take advantage of this free service, please call the Chamber office at 245-0750.

advertiser, architect or designer? Do you sell something, or work in the health and beauty industry? You can benefit from a committed group of professionals working together to grow our businesses and communities. Call the East Bay Chamber office at 245-0750 to learn more. These three new groups have proven to be the right step in continuing the growth of our Chamber and helping to provide our members with the tools for success.

We encourage you to read the Chamber’s weekly Tuesday@2 e-newsletter, which includes more information about these programs, all the happenings at the Chamber, events you’ll want to attend, and information important to your business. You can receive our e-newsletter, Tuesday@2 by emailing us at info@eastbaychamberri.org.

Make an Investment in your Business When you become a Chamber Member, you invest in the future of your business and the business community as a whole. Make that investment and become a member of the East Bay Chamber today. We welcome new members! Get involved! Be part of a dynamic group of leaders, make new contacts, gain new lifelong friendships and increase your opportunity to grow. We have a lot of great things happening here at the East Bay Chamber.

Build your success! Appointments are available with a SCORE representative on Friday mornings at 9:30 or 10:30, here at the East Bay Chamber office for anyone interested in a confidential mentoring session free of charge. This is a valuable way to learn more about how to grow, expand or manage your business in these difficult times. Take advantage of a face-to-face consultation with

The East Bay Chamber of Commerce is located at 16 Cutler Street, Suite 102, Warren, RI. Call us at 401-245-0750!

CHAMBER CHAT Central Chamber

Lauren E.I. Slocum, President/CEO 3288 Post Road, Warwick, RI 401 732 1100 | www.centralrichamber.com Networking – Support – Advocacy. The Central Rhode Island Chamber of Commerce serves as a key partner with many businesses. We work with our members as part of a tight-knit community in order to promote their economic prosperity. The cohesive relationships within our community allow members to receive numerous benefits and rewards. From networking events to legislative advocacy, we sincerely seek to further their goals. It is of paramount importance to stay up-to-date on today’s changing technology. By working closely with our members, the Chamber can continue to be a positive influence on the Rhode Island economy. New Members A to Z Primary Care Best Western Borrelli & Rosa’s Bakery & Deli Builders Surplus CBW I, LLC Centers for Integrative Medicine and Healing Doherty’s Ale House Grid Iron Ale House & Grille Ocean State Animal Coalition Retail Therapy Beauty Bar The Lighthouse Preschool

Cranston Chamber

Stephen C. Boyle, President 150 Midway Road, #178, Cranston, RI 401 785 3780 | www.cranstonchamber.com

Board of Directors 2014 Front Row: Keith Sartini, Bette Walpole, Elaine Carvelli, Cid Rocha, Peter Carvelli, Mark DeVine Second Row: Lisa Griffith, Cid Rodrigues, Shelley Honeycutt Third Row: Michelle Cartwright, George Tamer, Tim Pray, Fourth Row: Kathy Marabello, Bruce Cox, Stephanie George Back Row: Mark Matrone, John Daniels, Marianne Douglas, Steve Primiano Not pictured: Dr. Jerry Dauterive, Joe Farmer, Michael Genetti, Bill Horn

Newest Members: Bristol Art Studio The YogaLoft American Express

LegalMatch Hilltop Hotel & Conference Center The Mello Group

The Cranston Chamber has been in the process of rebranding to focus on primarily the small business community. The main focus will be on tax and budget issues, healthcare, renewable energy policy, workforce development, economic development, and access to capital. The Chamber is in the process of negotiating partnerships with several organizations that will enhance the membership experience around these issues. The Chamber is also a major supporter of the Health Insurance Exchange, otherwise known as Healthsource, and has been working with Blue Cross to find a way to change the funding of immunizations in the state to reduce the burden on small businesses. Recently, Chamber President Stephen C. Boyle was appointed Co-Chair with Health Insurance Commissioner Hittner of the Health Insurance Advisory Council, which serves as an advisor to the Health Insurance Commissioner on all health-related issues facing the OHIC office. In addition, he was appointed by Cranston Mayor Alan Fung as Chairman of the Industrial Development

www.risbj.com | volume three issue two

DEAD TROLL WALKING Federal Legislation And State Activism Portend The Demise Of The Patent Troll, But Challenges For Start-Ups Remain For Now

by John L. Capone “Patent trolls” or non-practicing entities (NPEs) are companies or holding companies that have a portfolio of patents. NPEs rarely include the original inventor on a patent and often acquire patents from existing companies or companies on the verge of extinction – such as by bankruptcy. NPEs don’t make or sell products or services based on the patents they own. Instead, they make their money through enforcing or licensing those patents under threat of a lawsuit simply because, in most cases, the license fee is much cheaper than the cost of a legal battle. The proliferation of NPE-initiated patent litigation began in the mid-1990s and has ballooned in recent years. According to one study, NPEs were responsible for initiating nearly 20% of all patent lawsuits filed between 2007 and 2011. In 2011 alone, over 5,000 companies were named as defendants in patent troll lawsuits and the “giants” among them incurred over $29 billion in out-of-pocket costs. Not surprisingly, however, the majority of companies targeted by patent trolls are startups and small businesses that have less than $10 million in revenue. Trolls view start-ups and small businesses as easy targets because their financial resources tend to be limited and what they do have, they would rather spend on R&D and growing their companies than deal with a protracted legal battle and associated legal costs. This conclusion is the same even if a start-up has its own patent to enforce. When faced with a patent troll’s allegations, the start-up typically takes one of two paths. It settles quickly rather than risk losing in court, which often means going bankrupt in the process—win or lose. Alternatively, it seeks out an equally well-heeled, ruthless “white knight” patent troll and “sells its soul” by brokering a deal that yields a paid-for patent infringement defense in exchange for an equity stake in the company. In either case, the interests of the troll are served at the expense of the small, fledgling company. In one very recent case, a company called MPHJ Technology Investments (MPHJ) sent out letters to over 16,000 small businesses

RISBJ | rhode island small business journal

and non-profit organizations in at least four different states (including Vermont, Minnesota, Nebraska, and New York) demanding royalty payments and threatening litigation if they did not pay a license fee of $1,000 or more per employee for allegedly infringing MPHJ’s patents by using standard office equipment to scan documents to an employee’s email address. In at least some instances, MPHJ anonymously operated in these states through multiple wholly owned subsidiaries having corporate addresses later identified as Delaware-based UPS store mailboxes. At about the same time MPHJ began its letter writing campaigns, the President and

successfully diverting the Court’s attention from its misconduct. Most recently, in January 2014, MPHJ entered into a settlement agreement with the State of New York whereby, among other things, it will repay all licensing monies received from small- to medium-sized New York companies in response to MPHJ’s letters alleging “likely” infringement of its document scanner technology patents. Ads urging Congress to “stop bad patents” began broadcasting over the Rhode Island airwaves in August 2013. On December 17, 2013, Rhode Island Attorney General Peter Kilmartin signed a letter joining 42 other

Trolls view start-ups and small businesses as easy targets because their financial resources tend to be limited Congress sounded the death knell for patent trolls through their calls for patent procurement and patent litigation reform. There are now eleven (11) bills that have been introduced into this Congress to deal with the patent troll issue. Chief among these bills are The Innovation Act (H.R. 3309) and The Patent Transparency and Improvements Act of 2013 (S.1720), which is co-sponsored by U.S. Senator and Senate Judiciary Committee Member Sheldon Whitehouse. The Senate bill was introduced on November 8, 2013. The Innovation Act was passed in the House of Representatives on December 5, 2013, by a 325-91 vote. On the state level, legislators and other leaders have joined in the hunt as well. Several states have enacted legislation directed to curtailing troll activities, and several state attorneys general have assumed the defense of their constituents by filing suit against MPHJ under their respective consumer protection acts. Vermont and Minnesota attorneys general, in particular, were the first to wage war on the trolls and win. Nebraska’s attorney general was next, but lost, in part due to MPHJ’s

attorneys general in urging the Federal Trade Commission to take action against patent trolls. And, on January 21, 2014, U.S. Senator Whitehouse briefed Rhode Islanders on his efforts to shepherd pending patent troll legislation through the Senate. While pending federal legislative initiatives may ultimately lead to the demise of the patent troll, that legislation will take time to become law and, when enacted, will likely be prospective in effect. Similarly, while state activism has proven successful in some states, such activism has yet to truly take hold in Rhode Island. For now, start-up and fledgling small businesses in Rhode Island are best advised to be proactive, to be aware and informed of patent troll activity, and to partner with experienced patent counsel to develop an effective game plan to meet and defeat any patent troll launched offensive.

John L. Capone Registered Patent Attorney, Senior Counsel Duffy & Sweeney, Ltd.

What’s New | CHAMBER CHAT

SUCCESS IS SOMETHING TO

SMILE ABOUT by Dr. Guillaume Lepine

Recently, I was out to dinner with my wife at a local restaurant. Our server walked over to our table and I smiled at her. She looked at me, smiled, and said, “Hello! How are you doing tonight?”

Now, this may have been just another table of guests to the server, but she made an impression on me. Her smile translated into good service: a positive experience for the customers. Despite seeing dozens of people during her shift and probably repeating the

A study by Sing Lau called “The Effect of Smiling on Person Perception” found that people see you as more in control, at ease, and attractive when you smile frequently. A study run by the British Dental Health Foundation revealed that smiling can dramatically improve one’s mood. Dr. Nigel Carter, British Dental Health Foundation CEO, once said, “A healthy smile can improve your confidence, help you make friends and help you to succeed in your career.” Smiling can help remove anxiety symptoms. Mark Stibich, PhD, consultant

Being a dentist, I always say that smiling is the key to success same opening line to each one of her guests, she took the time to smile.

Being a dentist, I always say that smiling is the key to success. It’s the first step in connecting with people and welcoming them to initiate a conversation with you. It’s a universally understood way to make someone feel appreciated, and isn’t that what you want for your customers… and everyone you meet in business and in life? By making others feel good, you can smile your way to success.

Still don’t believe that you should be smiling all day, every day? Here are some more facts about smiling that can help you improve both your personal and professional life:

at Columbia University, said that “If you can slow your breathing down and change your expression, you may be able to turn around the stress cascade.” Anxiety can do a lot of damage to your body, so removing its symptoms can truly improve your health, and make you feel better on the day of that big meeting!

So, the next time you’re at a networking event, a meeting, or even at a restaurant for dinner, make sure to flash those pearly whites...it could be your key to success!

Commission to assist in the expansion of business development in the city. New Members WorkDigz Allied Mortgage Group American Printing Company Cork & Brew and Spirits Too Shear Dimensions Hair Salon A.Ricciotti Insurance Associates, LLC.

East Bay Chamber

16 Cutler St #102, Warren, RI 02885 (401) 245-0750 | www.eastbaychamberri.org Our mission is to promote businesses as the foundation for community growth and wellbeing by being the most reliable resource and leading advocate for businesses throughout the East Bay and surrounding areas. We are here to help you succeed! New Members The Mello Group Pomodoro Pizzeria Colewillaidan, LLC - Cole’s Fine Foods Ch’i Spa Inc. Atlantic Home Loans Speedpro Imaging

East Greenwich

580 Main St East Greenwich, RI 401 885 0020 | www.eastgreenwichchamber.com January started off the year 2014 with two outstanding events. The first was a joint Business After Hours with our friends from the North Kingstown Chamber. The two Chambers helped open the Poliquin Group’s new world headquarters on South County Trail in East Greenwich. Then, on January 30th at Quidnessett Country Club, the EG Chamber held its Annual Meeting which featured Richard Scibelli, Chairman and CEO of Yardney, as guest speaker. The EG Chamber has a very busy event schedule in the upcoming months. In addition to events, the EG Chamber will continue to sponsor and arrange many professional growth and learning opportunities, including an opportunity for online learning through the Chamber’s website. We will also be working closely with the Rhode Island Chamber Coalition again to be a voice for the business community during the legislative season. New Members Sam’s Club Camp Bow Wow Mary Aalvik Fitness Ocean State Theatre Company Attorney Cara Conaty

Newport

Dr. Guillaume Lepine Owner of 508-DENTIST www.508dentist.com

Jody Sullivan, Executive Director 35 Valley Rd, Middletown, RI 02842 401 847 1600 | www.newportchamber.com On Tuesday, March 18th, the Newport County Chamber will host its annual Business-toConsumer EXPO, sponsored by Southcoast Hospitals and the Newport Daily News. The EXPO will be held from 4:00 to 7:00 pm at

www.risbj.com | volume three issue two

SMALL BUSINESS | The 4 Rs: Your Recipe for Local SEO Success

THE Your Recipe for Local 4 R’S: SEO Success by Tony Guarnaccia Many potential clients come to us with this goal in mind: “I want to be on the first page of Google!” Yes, that’s great--you and everybody else in your industry. I tell everyone what I’m about to tell you: if you want to show up in Google, you have two options. Option 1: You can advertise with Google AdWords, which costs money and puts you in a position of paying for every lead you get. Option 2: You can use search engine optimization (or SEO) to make your website show up in the non-advertising (a.k.a. organic) search engine results, attracting ongoing “free” traffic. SEO is like baking a cake: you have to mix different complementary ingredients together to achieve a result. Here’s our Recipe for SEO Success:

RISBJ | rhode island small business journal

Research + Relevance + Reputation = Results SEO INGREDIENT #1: RESEARCH Keyword research is the foundation of SEO strategy; it influences all of your internet marketing decisions. The first step is to research the keywords people will search to find your business. Brainstorm; think about what words your customers will use to seek you out. Once you have the initial list of “seed” keywords, search “keyword planner” in Google. Add your list of seed keywords and Google’s keyword tool will give you a list of related search phrases, as well as data about how often the words and phrases are searched. Finally, prioritize the list of keywords you want to target. The two most important factors are search volume (the frequency that a keyword is searched on a monthly basis) and relevance - focus on the keywords that have

the highest possible chances of delivering qualified customers. Attract local prospects by including “geo-modifiers” like “RI,” “Providence,” or “Rhode Island.” SEO INGREDIENT #2: RELEVANCE Google uses relevance to rank the highestquality results possible. So how do you tell Google you’re relevant? Align each page of your website with the keywords you are targeting. First, assign your target keywords to specific pages within your website. Next, optimize those specific pages for each targeted keyword by using it in the title tags, meta tags, headers, URL, and website content. You’ll want to create additional pages if you cannot find a matching page for any of your keywords (hint, this is where a blog can really help). As you optimize your site, try to make each element unique, specific, and authentic.

What’s New | CHAMBER CHAT

SEO is like baking a cake: you have to mix different complementary ingredients together to achieve a result SEO INGREDIENT #3: REPUTATION Today, anyone can damage your reputation online with just one bad review. Angry customers, unscrupulous competitors, and even former employees can leave dishonest reviews without your knowledge or control. It’s up to you to manage your online reputation. To keep your company’s reputation positive in search results, use these four tactics: 1. 2. 3.

Claim your profile across social media, directory, and review sites Get online customer reviews (just ask your customers!) Monitor your reputation across the web (HootSuite and Social Mention can help with this task) Use your 5-star reputation to market your services online via your website and social media

Following the first three Rs will get you on your way to the FOURTH R: RESULTS. New leads, new customers, and a thriving business. And isn’t that what all this is about, anyway?

the Hyatt Regency Hotel on Goat Island, Newport. The Chamber’s EXPO is the only business-to-consumer EXPO in the region and over 125 Chamber-member businesses are expected to participate again this year. A new SHOP LOCAL Marketplace will be added to the EXPO. This unique marketplace will celebrate a variety of retail. There will be live entertainment, live radio broadcasting by WADK 1540/MIXX 93.3, and food and wine tastings throughout the EXPO. Please visit www.NewportChamber.com for more information and a complimentary admission ticket. New Members OceanPointe Christian Church Compton Clambakes H&R Block Tidy Betty

Northern RI

John C. Gregory, President/CEO 6 Blackstone Valley, Suite 402 2nd floor, Lincoln, RI 02865 401 334 1000 www.nrichamber.com

Tony Guarnaccia Owner Big Fish Results

The Northern Rhode Island Chamber of Commerce is pleased to once again partner with Travel Advisors International of Lincoln to offer the trip of a lifetime. Highlights of the 11-day Spain Classics vacation from November 8th – November 18th include: Madrid, Royal Palace, Toledo, Cordoba, Seville, Flamenco Show, Granada, The Alhambra, Valencia, Lladro-City of Porcelain, City of Arts & Sciences, Barcelona, Gothic Quarter, La Sagrada Familia, and Parc Guell. Booking early can save up to $250 per person so don’t delay. Packages include round-trip airfare from Logan International Airport, hotel transfers, 14 delicious meals, and much more. This tour is operated by Collette Vacations. For additional information, visit www.nrichamber.com or call 401.334.1000. New Members AFW Photography Annie Mac Home Mortgage Crystal Spring Natural Water Elite Physical Therapy L.S. Maintenance Co., Inc. David J. Ward, D.M.D.

Visit risbj.com for more information on your local chamber and events www.risbj.com | volume three issue two

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Custom Designed vs. Template Websites: What’s Right for You? | SMALL BUSINESS

Custom Designed vs. Template Websites:

What’s Right for You? developer can build your site with that in mind.

by Adam Harvey

When it comes to creating your online presence, it’s important that your website looks polished and that the design elements are consistent with the rest of your branding. In order to accomplish that, your website needs to be customized to some degree. There are two options to help you achieve this: a custom designed website or a template website. Your budget will play a big role in which option you choose. CUSTOM DESIGNED WEBSITES The benefits of having your own custom designed website are tremendous, and it’s an option that I strongly recommend, but building a website from scratch takes more time to design and develop; therefore, it costs a bit more to create. A custom designed website has the following benefits: •

•

A completely original design that no one else will have. Standing out from the crowd is really important, and a custom look will help you achieve that originality. Since the website is built according to your exact specifications, you have complete control over the colors, images, navigation, functionality, etc. A custom designed website is developed by professionals who are trained to code the site so that search engines will find it more easily. It’s always good to find ways to help search engines see you and the way your site is coded is one of them. Custom designed websites are scalable. This means that it can be built in a way that allows it to grow along with you. If there are things you plan to do in the future, such as add e-commerce to your site, your web

The only drawback to a custom designed website is cost. This is not to say that they are extremely expensive. Since they’re custom, there’s a lot of wiggle room for options that can be added or taken away as budget allows. However, since they are built from scratch and take time to design and develop, they are not the least expensive option. TEMPLATE-BASED WEBSITES Building your website on a pre-designed template is a more budget-friendly option. Since the website is already built, it takes less time to get it up and running, so the costs are less. After carefully considering your choices, you may decide that building your website on a template makes the most sense for your budget. However, there are a few drawbacks to consider: •

•

A template website is not a custom design, so it is highly likely that your website will look very similar to many others. This isn’t an attractive option if you’re trying to stand apart from the competition. Template websites can be customized, but only to a certain degree. You can control the images and colors for example, but some functionality and navigation elements will have to remain the same. Often, template websites are not built or designed

•

to be search engine-friendly, meaning that you won’t be as easy to find when your customers search for you. The back end coding is crucial, and without it, your site might not be properly indexed on the Internet. It may not even be viewable on certain browsers. Since templates are not scalable like custom sites are, when you grow and need to add more to your site, there is a good chance you’ll need a whole new website.

If your website needs are very simple, or you need to have your site up and running quickly on a very small budget, going with a template could be your best option. Think of your website like a car. With a template design, you have a base model with a few options you can add and a few tweaks you can make. With a custom design, you can build the car of your dreams from the tires all the way to the sunroof! Adam Harvey GLAD WORKS www.gladworks.com

A template website is not a custom design, so it is highly likely that your website will look very similar to many others

www.risbj.com | volume three issue two

GOLOCAL | Providence SMALL BUSINESS | Rhode Island’s in a Transatlantic GO LOCAL| Rhode Island Gets $670KPlace For Workforce TrainingPartnership + Education

GoLocalProv.com is the “go to” local Web experience that breaks the biggest local stories, sports, high school sports, weather, news, politics, arts, entertainment — and allows users to go as deep as they wish. Branded, credible, and respected contributors from RI create the stories and content. Information is delivered through multimedia, written, and video platforms. All at GoLocalProv.com.

Ruggiero Proposes Waiving Minimum Tax for Startups Monday, February 03, 2014

Representative Deborah Ruggiero has proposed legislation calling for a suspension of the state minimum corporate tax for three years for new startups. Ruggiero hopes to see her proposal spark an increase in startup capital in Rhode Island. “We know that it’s very common for businesses – even the ones that later become very successful – to struggle in their first few years. Some of the corporations that are building the new technology of tomorrow

RISBJ | rhode island small business journal

may take years to develop their products, and in the meantime, they’re not making any money. That $500 isn’t an enormous loss for the state, but it means a lot to the businesses this bill would affect,” said Representative Ruggiero. The state’s current corporate tax law levies a 9% tax on all businesses (though proposals have been introduced to reduce this rate as well). A provision of the law specifies that 9% of a business’s net income equals less than

five hundred dollars, the business still pays a $500 minimum “floor tax.” Ruggiero, who represents District 74 of Jamestown and Middletown, introduced the legislation on the 21st of January. It has since been sent to the House Finance committee. The bill, 2014-H 7139, is cosponsored by Rep. Raymond Gallison Jr., Rep. Robert E. Craven, House Small Business Committee Chairwoman Patricia Serpa, and House Minority Whip Joseph A. Trillo.

Providence | GOLOCAL

RI’s Changing Demographics

An Economic Opportunity Thursday, February 06, 2014 Michael S. Van Leesten + Brian Hull, Guest MINDSETTERS™

Rhode Island is undergoing significant economic and demographic shifts that present a unique opportunity to strategically plan and capture new vigor in support of the State’s broader strategic economic development planning. In Rhode Island, Latino, African-American, Native American and Southeast Asians are disproportionately represented in areas of unemployment, underemployment, and limited business development. At the same time, these groups bring vitality, entrepreneurship, rich cultural diversity, linkages with their home countries, and strong work ethics that are underutilized – the state’s currently invisible economic development resource. The 2010 U.S. Census data for Rhode Island revealed growth in the following population group: Hispanics 62.4 percent, AfricanAmericans 23 percent, and Asian 28.1 percent. The City of Providence is a majority/ minority city with a non-White population of 63%, and by 2040, people of color will represent 41% of the State’s total population. The data is clear, the trends are compelling, and the opportunity is immense. However, the data suggest a need for a much different planning approach – one that is more inclusionary of the growing demographics. Economic investment in urban communities must be shifted from a social-service model to a business growth model where today’s minority populations have the support to be economically self-sufficient. We must be inclusionary in our thinking and build a wider planning circle that incorporates our state’s minority populations.

MICHAEL S. VAN LEESTEN There exist bright spots of business development in the minority communities. According to a US Census Bureau 2007 Survey of Business Owners, over a five year period there was growth in Latino businesses of 68%, Asian businesses of 28%, and African American businesses of 23%. Moreover, there are higher levels of entrepreneurship found within our immigrant communities. These are important business trends that should be recognized and celebrated and used as the basis to bring these groups to the table as equal partners. Growing and building on these successes make sense and will be required to ensure economic opportunities are shared equally. Presently there are five important economic, workforce development, and social equity initiatives underway that should incorporate real inclusion of the State’s emerging demographics that have been historically marginalized. The blended activities of these five initiatives present a unique opportunity for minority participation. • The RI Foundation’s Make it Happen Initiative • The RI Senate’s Rhode to Work • The I-195 Redevelopment Commission • The RI Statewide Social Equity Rhode Map • The Providence School Department’s Career & Technical Education Plan

Island and the Initiative for a Competitive Inner City (ICIC). ICIC is considered the leading authority nationally on U.S. inner city economies and the urban businesses that thrive there. Leveraging ICIC’s demonstrated capability with OIC’s bridge building capacity in urban neighborhoods and the public and private sectors provides an additional tool for the State’s economic development planning. Targeted urban planning and investment with the emerging demographic will lift all boats, and the potential in community economic development will enhance the broader statewide objectives. The entrepreneurial talent and workforce capacity is waiting to be mined, coupled with a deep yearning and need for jobs in our urban neighborhoods. Let us pursue the challenge together for the true value proposition for the state is economic inclusion.

No longer can the demographics of our state be given secondary consideration for it is not in our collective best interests. The old paradigm that ignored particular neighborhoods and communities is outdated and we need to be inclusionary of people of color from the start. BRIAN HULL An added value has been the establishment of a partnership between the OIC of Rhode

From Rhode Islanders and for Rhode Islanders: See it. Read it. Share it.

www.risbj.com | volume three issue two

FEATURED NONPROFIT | Sojourner House

Safe Spaces

Helping Families Move Past Abuse by Anna Haas

When “Corinne” moved into a Sojourner House transitional apartment, she arrived with three children and a clear request for help with anxiety and emotional distress. An abusive man had fathered her children, and two had been conceived during violent rapes. Corinne had attempted to cope with her experience in healthy ways, through semi-consistent counseling, writing, and dialogue with social service providers. Yet, she described debilitating flashbacks to years of trauma, preventing her from thinking past what the next few days held. “Alice” and her four-year-old spent a number of months in Sojourner House’s emergency safe house before a supportive housing apartment became available. To heal from a serious medical condition linked to cycles of violence, Alice knew she needed to make sure her abuser couldn’t find her. She jumped at the chance to move from a shelter environment to her own space, especially because of Sojourner House’s undisclosed apartment locations. During the six to eighteen months in a supportive apartment, Alice’s child could work with a youth advocate on worrying behaviors common to even the youngest witnesses of violence, too. Corinne’s and Alice’s stories are not only true; they provide a snapshot of what survivors of intimate partner abuse experience. Those who work in the domestic violence movement observe cycles of power and control, of an abuser making quick switches in personality to draw an increasingly wary partner right back into an intimate relationship. In support groups and one-on-one advocacy meetings, Sojourner

RISBJ | rhode island small business journal

House staff hear what this feels like: “He was the most charming man in the world. And then he threatened to blow up my mother’s house, kill my family members.”

Survivors who decide to flee their homes frequently have nowhere to live or care for their children. Staying with family or friends may not be possible when careful safety planning is needed, since sometimes an abusive partner just won’t stop his or her search. Yet with so much demand, waiting lists for safe housing can become long; nearly 10,000 Rhode Islanders request domestic violence services each year from Sojourner House and its five sister agencies in the Rhode Island Coalition Against Domestic Violence (RICADV). It’s not just a place to stay that makes the difference. Sojourner House clients frequently report a range of financial, safety, counseling, educational, and legal needs in order to rebuild the lives their abuse has shattered. Beyond a short-term stint in an emergency shelter, transitional supportive housing offers one-on-one and group services over a longer period of months. It can make the difference for a client achieving a successful new start instead of returning to an abusive situation for its home and consistent supply of food. Founded in 1976 by students, alumni, and staff from Brown University and the greater Providence community, Sojourner House has grown from a fledgling all-volunteerserviced phone line into a comprehensive agency with 24/7 emergency hotline staffing, emergency shelter, Drop-In Center services, teen dating violence prevention, and confidential HIV testing. U.S. Immigration

has certified Sojourner House to help victims file U-Visa and Violence Against Women Act petitions. A special commitment to serving LGBTQ and Spanish-speaking communities ensures equitable and open access to every program. And, during February’s Teen Dating Violence Awareness Month, community educators are helping teens spread their own messages about healthy versus unhealthy relationships—preventing cycles of violence before they start.

With up to 50 adults and children at a time, Sojourner House’s transitional supportive housing is among its more significant services for urban Providence and Woonsocket, and communities across Northern Rhode Island. A “100 Campaign,” set to run in March and April, seeks financial support from community members. With online giving available at www.SojournerRI. org, the campaign’s goal is to find at least 100 donors to help sustain the apartments and the families they support. In December, Sojourner House received an unexpected letter from a transitional housing resident, thanking every staff member she worked with by name. Most powerfully, she added, “To me, this means that in spite of my doubts, my anxiety, my desperation and always assuming ‘I can’t,’ there are many people out there who think differently, who are always there to tell me, ‘YES. You can do this!’ and remind me that I have to keep moving forward.” Across Rhode Island, she and so many others continue to do so—often quietly, but always with inspiring strength. Anna Haas Director of Community Engagement Sojourner House

This is the first place I’ve been able to actually be comfortable and to call home in a really long time, and, you know, without it I don’t know where I’d be.

Be 1 of the 100. Help support families beginning again after domestic violence and abuse. Join Sojourner House's 100 Campaign. Visit www.SojournerRI.org.

www.risbj.com | volume three issue two

SMALL BUSINESS DIRECTORY

local small bus APPAREL

COMMERCIAL REAL ESTATE

J Hilburn Contact: Rae Medgyesy Rae.Medgysey@jhilburnpartner.com www.Jhilburn.com 3 Wagon Lane Attleboro, MA 02703 401-258-3656

Butler Realty www.butlerrealty.us jab@butlerrealty.us Contact: Jeff Butler 655 Main Street East Greenwich, RI 02818 401-884-6050

BUSINESS SERVICES The Business Develoment Company pdorsey@bdcri.com www.bdcri.com Contact: Peter Dorsey 40 Westminster Street, Suite 702 Providence, RI 02903 401-351-3036 Lyoness America (Local Loyalty Partners) www.lyoness.net/us Localloyaltypartners@gmail.com Contact: Ernie Pitochelli 130 Darwin Street Woonsocket, RI 02895 401-368-6911

COACHING & CONSULTING Redwood Environmental Group Gkaufman@redwoodenv.com www.redwoodenv.com Contact: Gary Kaufman 10 Elmgrove Avenue Providence, RI 02906 401-270-7000 The Growth Coach D.Marantz@thegrowthcoach.com www.thegrowthcoach.com/dmarantz Contact: Daniel Marantz 33 Urso Drive Westerly, RI 02891 401-612-4769

MG Commercial www.mgcommercial.com mike@mgcommercial.com Contact: Mike Giuttari 365 Eddy Street Providence, RI 02903 401-751-3200 Scotti & Associates www.scottirealestate.com pmbgs@scottire.net Contact: Peter Scotti 246 Hope Street Providence, RI 02906 401-421-8888

DESIGN & MARKETING Artinium, Inc. www.artiniuminc.com Darren@Artiniuminc.com Contact: Darren Marinelli 5 Division Street, Building D, 2nd Floor Warwick, RI 02818 401-729-1997 Big Fish Results www.bigfishresults.com Tony@BigFishResults.com Tony Guarnaccia 5 Division Street Warwick, RI 02886 401-484-8736

DISASTER RECOVERY Lynchâ&#x20AC;&#x2122;s Cleaning & Restoration www.lynchsrestoration.com

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Contact : Shawn Lynch 25 Starline Way Cranston, RI 02920 401-464-8937 PuroClean Disaster Restoration www.purocleanri.com Tabbruzzese@puroclean.com Contact: Terri Abbruzzese 5 Minnesota Avenue Warwick, RI 02888 401-633-5565

ENERGY Super Green Solutions www.supergreensolutions.com Robert Cagnetta 300 Quaker Lane, Box # 6 Warwick, RI 02886 401-932-1985

FINANCE J.P. Matrullo Financial www.jpmatrullofinancial.com jpmatrullo@matrullofinancial.com Contact: Jonathan Matrullo 10 Orms Street, Suite 410 Providence, RI 02904 401-276-8788 Morgan Stanley www.morganstanley.com Rick.Bellow@ms.com Contact: Rick Bellows 1 Financial Plaza, 19th Floor Providence, RI 02903 401-863-8400 The Ameriprise Financial Planning www.ameripriseadvisors.com/Eric.Coury Eric.Coury@ampf.com Contact: Eric Coury 1 Citizens Plaza, S. 610 Providence, RI 029O3 401-996-7660

Want To Get Your Busines Email sales@risbj.com fo

SMALL BUSINESS DIRECTORY

siness directory FOOD AND BEVERAGE

HOSPITALITY

RENTALS

3rd Rock Coffee Company www.3rdrockcoffee.com Newell@3rdrockcoffee.com Contact: Newell Brown 21 Old Town Trail Narragansett, RI 02882 401-413-4925

Choice Hotels www.choicehotels.com Keastman@teamadvantech.com Contact: Kate Eastman 360 Airport Road Fall River, MA 02726 978-290-0515

Ocean State Rentals www.oceanstaterental.net Oceanstaterental@gmail.com Contact: Jim Baldwin 530 Wellington Ave Cranston, RI 02910 401-941-4002

HEALTH & WELLNESS

INFORMATION TECHNOLOGY

SIGNS

Aflac Allen Miller 29 Crafts Street Newton, MA 02458 617-658-1820 www.aflac.com Allen_Miller@us.aflac.com

Thrive Networks www.thrivenetworks.com npacitto@thrivenetworks.com Contact: Kevin Ellis 836 North Street, Building 300, S. 3201 Tewksburry, MA 01876 978-243-1432

AA Thrifty Signs www.aathriftysign.com mcahill@aathriftysign.com Contact: Linda Iannotti 221 Jefferson Boulevard Warwick, RI 02888 401-738-8055

Amethyst Biomat www.mindfulness-abundance-healing.com healingartsri@cox.net Contact: Maria Sorensen 1130 Ten Rod Road N. Kingstown, RI 02852 401-932-6820 Jennifer L. Wilkicki, LMT & Esthetician www.styleseat.com/jenniferwilkick jlw531@aol.com Contact: Jennifer Wilkicki 51 Sockanosset Cross Road, s. 204 Cranston, RI 02920 401-935-3549 Qivana www.blessedwithhealthandwealth.com Janetdeleo@gmail.com Janet DeLeo 66 Club House Road Coventry, RI 02816 401-524-2339

ss Listed In Our Directory? or more information

TIMIT Solutions, LLC www.timitsolutions.com tmontgomery@timitsolutions.com Contact: Tim Montgomery 100 Randall Road, Unit 93 Wrentham, MA 02093 774-307-0652

INSURANCE Allstate Benefits www.allstate.com Jeff.Davide@allstate.com Contact: Jeff Davide 98 Hollis Avenue Warwick, RI 02889 401-500-3748

PAYROLL Paychex www.paychex.com apachomski@paychex.com Contact: Andy Pachomski 501 Wampanoag Trail Riverside, RI 02915 401-663-6677

TELECOMMUNICATIONS Wireless Zone www.wirelesszone.com j.sorensen@wirelesszoneri.com Contact: Jason Sorensen 76 Gate Road N. Kingstown, RI 02852 401-886-8484

TRANSPORTATION A Airlines Express Limousine & Car Service, Inc. www.aairlineexpresslimousine.com cottongin@cox.net Contact: Virginia Coulley P.O. Box 222 Saunderstown, RI 02874 401-295-4380

RESIDENTIAL SERVICES Rescom Exteriros www.iwantnewwindows.com Jrousseau@Iwantnewwindows.com Contact: Janette Rousseau 714 A South Bridge Auburn, MA 01501 508-832-5202 www.risbj.com | volume three issue two

STATEWIDE BUSINESS AFTER HOURS SMALL BUSINESS

Tuesday, March 25th 4:30 pm to 7:30 pm $15 per person

Donâ&#x20AC;&#x2122;t miss this once a year opportunity to network with other businesses from throughout the state. Last year over 1,000 were in attendance with over 100 display tables featuring local businesses. Come and enjoy delicious delicacies provided by the Rhodes on the Pawtuxet while you make usiness connections that will last.

www.StatewideBAH.com

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Raimondo Promotes EITC | SMALL BUSINESS

Raimondo Promotes EITC

You’ve Earned It, Now Get It

by Gina M. Raimondo

We all have stories of neighbors who face challenges that might have been avoided through a greater understanding of personal finance. As your Treasurer, I have worked with many of you throughout my term on ways to increase financial empowerment opportunities for all Rhode Islanders. Growing up in Smithfield, my mom pinched pennies by making small changes at home like cutting our hair and reusing our lunch bags. Her frugality helped to put three kids through college on our families’ modest income. I know the world is much more complicated today. My childhood is part of the reason why I am dedicated to raising awareness on every possible solution for people to be financially secure. This tax season I will once again join my colleagues in government and many community partners to promote the Earned Income Tax Credit (EITC) and free Volunteer Income Tax Assistance (VITA) sites throughout the state. You may be wondering what the EITC is, and if you qualify. Here are some facts from the Internal Revenue Service: • The EITC is for people whose income does not exceed the following limits: • $46,227 ($51,567 married filing jointly) with three or more qualifying children • $43,038 ($48,378 married filing jointly) with two qualifying children • $37,870 ($43,210 married filing jointly) with one qualifying child • $14,340 ($19,680 married filing jointly) with no qualifying children • It is likely that one in five Rhode Islanders are not aware that they are eligible for this credit. • Eligibility can change from year to year for people based on changes in their marital, parental and financial status. Millions of workers will qualify for EITC for the first time this year, making awareness critical. • In the 2012 tax year, there were 82,000 EITC claims in Rhode Island, bringing about $172 million back into our local economy. In addition to the EITC, if you earn $51,567 or less, you qualify for free tax return preparation services available at more than 70 community sites throughout Rhode Island. Volunteer Income Tax Assistance sites include libraries and community action agencies across the state. Individuals may also visit treasury.ri.gov or call United Way’s 2-1-1 for more information.

HealthSource RI is changing much more than healthcare. From the people with pre-existing conditions that can finally get covered, to the small businesses that can now give their employees the freedom to choose their own health plan — lives are changing in Rhode Island. Right now many of your neighbors, friends, and coworkers are already qualifying for tax credits and getting quality affordable health insurance. And we’re just getting started.

To enroll call 1-855-840-HSRI, visit HealthSourceRI.com, or come by. We’re open 7 days a week.

Last year, I visited some VITA sites, and met with Rhode Islanders who benefited from the EITC. They all told me that the money they received from this tax credit made a big difference. One single mom cried when she found out how much she would get back on her tax return. Another parent no longer worried about how to put food on the table. Programs like EITC and VITA show that government can work, it can lift people up. We all know someone that could benefit from these programs. Please help spread the word on these programs because in the words of the IRS: You earned it. Now file, claim it, and get it!

HealthSource RI is the official healthcare portal for the state of Rhode Island. Copyright ® HealthSource RI logo is the trademark and service mark of HealthSource RI.

Gina Raimondo Rhode Island General Treasurer

www.risbj.com | volume three issue two

SMALL BUSINESS | Take Our Daughters And Sons To Work Day

Involve Your Business and Your Chamber in Take Our Daughters And Sons To Work® Day by Dr. Ronald G. Shapiro Thursday, April 24, 2014 is the 21st annual Take Our Daughters And Sons To Work® Day (TODASTWD). This year’s theme, Plant a Seed, Grow a Future, is most appropriate for new businesses as well as thriving small businesses, which are constantly evolving and transforming themselves as they grow. TODASTWD provides an opportunity to improve family communication. It also provides an opportunity for parents to gain some support from their children when they come home late and/or tired. Sons and daughters might even be inspired to look forward to continuing a family business. The TODASTWD Foundation provides further explanation about the benefits of this special day on their website (http://www. daughtersandsonstowork.org). They also provide suggestions for numerous activities for the day. In 2012 and 2013, I provided examples of the need for TODASTWD locally and also provided additional activities for TODASTWD which have been successful in our area. Two years ago, my TODASTWD article, featured in Rhode Island Small Business Journal Volume 1, Issue 3, described a game titled Do Your Children Know What You Do at Work? in which daughters were to select their parent from a panel of parents based upon asking work-related questions. Students performed at chance. Last year I found a group that matched 100% as reported in my article It is Time for Take Our Daughters And Sons To Work Day, featured in Rhode Island Small Business Journal Volume 2, Issue 3, but I also explained another game, That’s My Mom. In this game, the same mothers and daughters were asked how they would describe each other and how they would want to be described in one word. There was only a 16.6% match! Clearly there is a need for parents and children to get to know each other better. I obviously recommend that you schedule a TODASTWD this year for your business. Involve your team in planning and executing the event. At larger companies, office managers, corporate learning, community

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relations, human resources, building managers and office assistants might assume leadership for TODASTWD programs. In smaller companies, the business owners or any employees who are interested in education and youth development might lead the program. If you decide that it is not practical to host your event on a school day,

the TOCTWD website. Small businesses with potential meeting areas such as restaurants or bed and breakfasts may also want to host a TOCTWD event for neighboring businesses. If you have a successful program, please send a note and possibly some high

In smaller companies, the business owners or any employees who are interested in education and youth development might lead the program please schedule it immediately after school concludes for summer recess. Since your businesses are by definition small, your participants may miss out on one valuable component of the day: students interacting with other sameage students in the workplace. I would, therefore, recommend that local Chambers of Commerce offer either a breakfast, lunch, or end-of-the-day ice cream social for their members and families, and others in the community, to get together, share some experiences, and perhaps participate in a few of the group activities and games mentioned above or on

resolution photos to me and I’ll try to feature your experience in a future column. 1 Take Our Daughters And Sons To Work® is a registered trademark of the Take Our Daughters And Sons To Work Foundation. 2 I would like to thank Dr. Margarita Posada Cossuto for helpful comments. Dr. Ronald G. Shapiro Independent Consultant in Human Factors Learning & Human Resources

Letâ&#x20AC;&#x2122;s take a team approach to primary care and have everyone win. Your employees want access to the highest quality healthcare at the lowest cost.

SelectRI Network

You want to provide your employees with the best coverage possible while saving on healthcare costs. Enter the SelectRI network. A new network of Rhode Island primary care practices employing a team-based approach to care. Your employees enjoy the benefits and convenience of 24/7 physician availability, nutritionists and lower out-of-pocket costs while your company sees lower rates than ever. A win for the hometown team. bcbsri.com/together

www.risbj.com | volume three issue two

Blue Cross & Blue Shield of Rhode Island is an independent licensee of the Blue Cross and Blue Shield Association.

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