IN BUSINESS JUNE 2014
The Business of
RAGBRAI
PLUS:
• BBQ Bash heats up economy • Customer service isn’t rocket science • Winnebago rolling at Lake Mills • And much more
J2 • Sunday, June 15, 2014 • In Business
Globe Gazette
Inside this issue of In Business: On the cover: Bicycle mechanic Russell Rayburn of Lakeside Cyclery in Clear Lake figures to be a busy guy when RAGBRAI rolls through North Iowa in late July. See the story on North Iowa’s preparations for the great ride on Page J4. Photo by ARIAN SCHUESSLER, The Globe Gazette
Features & more: Business of RAGBRAI: Page J4
BBQ Bash heats up economy: Page J6 Maintaining online presence: Page J10 Winnebago Industries and Lake Mills are a good match: Page J13 The office dress code is changing: Page J17 Tips to grow your business: Page J19 In Business June 2014 Publisher: Howard Query 641-421-0500 howard.query@globegazette.com Managing Editor: Jane Reynolds 641-421-0564 jane.reynolds@globegazette.com Design Editor: Tom Thoma 641-421-0566 tom.thoma@globegazette.com Associate Editor: Bob Steenson 641-421-0530 bob.steenson@globegazette.com Advertising and Circulation: Greg Wilderman 641-421-0545 greg.wilderman@globegazette. com ••• In Business is a quarterly publication of the Globe Gazette. Reach us at Box 271, Mason City, IA 50402-0271 or by email at news@globegazette.com
TIM ACKARMAN, For The Globe Gazette
Glen’s Tire owner Glen McIntire (left) talks with customer Gary Payton of Thornton. McIntire said his customer service philosophy is simple: “Just treat them the way you want to be treated.”
Customer service: It’s not rocket science Sharing tips on how to succeed in treating customers right TIM ACKARMAN
For The Globe Gazette
Whatever their product or service, most business professionals have the same goal — to attract and retain customers. Providing great service is essential to doing so. Clear Lake Chamber of Commerce Executive Director Tim Coffey and several Chamber members
presented staff at Glen’s Tire with a quarterly customer service award during a surprise visit last month. Owner Glen McIntire, appropriately enough, was away on a service call. McIntire has owned and managed the business for 22 years. He said his philosophy of customer service is simple: “Just treat them the way you
Shepard
Coffey
want to be treated.” “We’re not talking rocket science here,” Coffey said. “It’s a corporate form of the golden rule.” “Be honest and don’t sell people things they don’t need,” McIntire added.
He noted some unscrupulous operators in his profession boost sales by recommending unnecessary repairs, tarnishing the reputation of garages in general. “I’ve got a conscience,” McIntire said. “I need to be able to sleep at night.” Aside from better rest, McIntire believes doing the right thing pays off in the long run through repeat business and referrals from regular customers. See Customers, J16
Tips for customer service success: • Just treat (customers) the way you want to be treated. — Glen McIntire • Companies need everyone to act like they’re owners. — Glenn Shepard • If you think of others first and do things for others your own problems go away and you find you’re a lot happier. — Brad Barber
Globe Gazette
in business • Sunday, June 15, 2014 • J3
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J4 • Sunday, June 15, 2014 • In Business
Hundreds of bicycles lined Main Street in Clear Lake when RAGBRAI riders came to stay for the night in 2010. JEFF HEINZ, The Globe Gazette
Globe Gazette
2wheels
Opportunities Businesses see RAGBRAI as opportunity for community promotion, future gains
on
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A
TIM ACKARMAN
For The Globe Gazette
rolling wave of revelry will present opportunities and challenges for North Iowa businesses as the 2014 Register’s Annual Great Bicycle Ride Across Iowa (RAGBRAI) surges through the area next month. “We’re expecting roughly 20,000 people, and we’re a community of 4,200,” said Gary Ludwig, chairman of the Forest City RAGBRAI committee. Riders will overnight in the community on Tuesday, July 22, then head to Mason City the next day. Ludwig is a partner in the Mt. Valley Winery just outside of town. Like many business people, he had some decisions to make regarding how to deal with the influx. “The winery won’t be open,” Ludwig said. “We couldn’t accommodate that many people.” Instead, other partners in the family-owned business will be offering wine at the beer tent to be staffed by the Forest City Fire Department while Ludwig attends to his chairman duties. Ludwig said estimating sales volume is a challenge. “You don’t know how many are going to be wine drinkers, so it’s hard to know how much to have,” he said. To keep things simple, they plan to stick with two offerings, a white and a red. “If we go through 35-40 cases of each, we’d be happy with that,” Ludwig said. Feeding the visitors is a
in business • Sunday, June 15, 2014 • J5
greater challenge. “We don’t have enough food for everybody,” Ludwig said in reference to the usual capacity of restaurants in the city. “Restaurants will obviously be the most affected,” said Kathy Rollefson, executive director of the Forest City Chamber of Commerce. She said local RAGBRAI organizers will meet the anticipated need by using vendors from neighboring communities and beyond as well as by offering shuttle service to restaurants throughout town. Forest City last hosted RAGBRAI overnight in 2002. Rollefson said many area businesses in the same location and under the same ownership will benefit from that experience. “Hopefully they all took notes,” Rollefson said.
the most part to do business as usual,” Rollefson said. “These are also the ones (from whom) we ask for volunteers.” Although the WIT visitors will add to the throng during RAGBRAI, Rollefson noted they also represent an additional pool of potential helpers. That assistance will certainly be welcome, but Ludwig said the volunteer response thus far has been outstanding. “Everyone has just taken the ball and run with it,” he said. “They’ve done an absolutely great job.”
Although not everyone profits directly from the influx, Ludwig said the revenue generated for local businesses, and particularly non-profits, is a huge boost for the entire community. So is the opportunity to showcase the city’s amenities RAGBRAI comes on the heels of to potential return visitors, he believes. another big Forest City event, “We’re pretty proud of what the Winnebago-Itasca Traveler’s we have here in Forest City,” (WIT) Club Grand National Ludwig said. Rally. Although the rally offi“We will have an actioncially ends on July 20, officials packed summer,” Rollefson said. expect many participants to It’s just part of living in Forest linger through RAGBRAI. City. It’s a good economic boost “They’re going to see something they’ve never seen before,” to our community, and it does Ludwig said. “I think we’ll see a impact our businesses.” lot of motor homes stay around.” Rollefson said hosting the On to Clear Lake annual rally makes Forest City businesses well prepared to On Wednesday, July 23, accommodate an event like riders will travel from Forest RAGBRAI, while the extensive City to Mason City by way of space and infrastructure at the Clear Lake. rally grounds is a major asset. While many businesses are While boosting sales for light just now gearing up for the ridretail and hospitality businesses, ers, Lakeside Cyclery has been the traffic and congestion will enjoying a “RAGBRAI bump” for present challenges for local some time. manufacturers, professional ser“When the route was vice providers and other “nonannounced in January, you could target” businesses. tell right away it generated a “I think they are planning for See RAGBRAI, J8
W h at t h e y ’ r e say i n g “Restaurants will obviously be the most affected.” Kathy Rollefson, executive director of the Forest City Chamber of Commerce.
“It’s going to be a great, positive thing for Mason City. Whatever we can do to help out, we’ll do it.” Scott Moorman, co-owner of Moorman Clothiers
“The key is it’s going to bring in people who would not normally come to Mason City, let alone downtown. If they really think it’s a cool community, they’ll come back.” Jodee O’Brien, executive director of Main Street Mason City which is coordinating RAGBRAI activities
J6 • Sunday, June 15, 2014 • In Business
Globe Gazette
Annual BBQ Bash heats up the local economy 11th annual event hits town July 25-26 TIM ACKARMAN
For The Globe Gazette
MASON CITY — Mason City will barely have time to catch its
collective breath from RAGBRAI on Wednesday, July 23, before another big event hits town. The 11th Annual Up In Smoke BBQ Bash, hosted by the Globe Gazette, will be held July 25-26 in East Park. Although it doesn’t quite rival RAGBRAI in numbers, organizers say
the bash attracts a throng of contestants, judges and visitors who leave a sizable financial impact in their wake. “Last year, based on rough head counts and ticket sales, it is estimated at least 10,000 from the public came,” said Ruth Miller, the Globe Gazette’s
market development manager and point person for the Bash. Being in its 11th year
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our city,” said Howard Query, publisher of the Globe Gazette and founder See BBQ, J7
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JEFF HEINZ, The Globe Gazette
Jacob Ramon, Rockford, samples a rib at the 2013 Up In Smoke BBQ Bash.
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in business • Sunday, June 15, 2014 • J7
community an opportunity to showcase itself to the visitors as well. “Many have returned, bringing friends and family to see our sights,� she noted. Query hopes it all adds
up to big crowds — “as larger or larger than in the past. “ “It’s great food, great entertainment, great fun,� he said. Tom Thoma of the Globe Gazette contributed to this story.
JIM REYNOLDS, For The Globe Gazette
Big crowds jam the area in front of vendors at the 2013 North Iowa Up In Smoke BBQ Bash and Championship.
BBQ From J6 of the Up In Smoke BBQ Bash. “They speak very highly of the hospitality they receive.� According to Miller’s records over 60 teams, ranging in size from one person to eight or more, have competed in each of the last two years. About one-third came from 100 miles or more away. “Many teams arrive Thursday and go out for dinner in big groups,� Miller said.
Miller Query There were 78 judges last year and 67 the year before, with about threequarters coming more than 100 miles. “Knowing that all of them do not come alone, the numbers grow,� Miller said. Many of those visitors stay in hotels, while most
buy gas, food and other items locally. “Teams are always running to Hy-Vee or Fareway for supplies,� Miller said. And, said Query, those supplies can add up fast, another aspect of visitors spending locally. “The price of meat has skyrocketed,� Query said. An average team cooks three pork shoulders at about 12 to 14 pounds each, plus ribs and brisket — much of it purchased here, as are the garnishments and spices because teams want their entries to be fresh as possible, he said.
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“A team can invest $400 to $600 for meat,� he said, “and that doesn’t include their time, registration fees ... So we appreciate everything they do.� Patrick’s Sports Bar and Grill of Mason City operates the beer tent. “It’s a good weekend for us because of the attendance,� owner Don Murphy said. Murphy also believes being at the Bash helps to promote his establishment. Miller said the Bash offers the entire
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J8 • Sunday, June 15, 2014 • In Business
Globe Gazette
JEFF HEINZ, The Globe Gazette
RAGBRAI riders make their way out of Rockford on their way to an overnight stay in Charles City in 2010. Small towns along the route report benefits from the riders passing through.
RAGBRAI From J5 lot of interest,” said Russell Rayburn, shop mechanic and cycling enthusiast. He noted North Iowa has
outstanding trails and county roads, helping to foster a strong local interest in biking. “Because of that infrastructure and the popularity of cycling, it allows us to attract events like this,” Rayburn said.
Given the sheer number and wide skill range of RAGBRAI participants, Rayburn said any number of parts, service or accessory needs can arise. He’ll do his best to be ready. “Preparation is good, but
there’s only so much you can prepare for,” Rayburn said. “It becomes a matter of triage.” Although he can’t possibly have everything for every type of bicycle, Rayburn does stock up on standard accessories such
as inner tubes and tires, seats, shorts and gloves. Diane Thompson is chairwoman of the Clear Lake RAGBRAI committee, as she was See RAGBRAI, J9
Globe Gazette
RAGBRAI
beverages while offering a simple menu of chicken sandFrom J8 wiches, hot dogs and steak-ona-stick. when the city hosted RAGBRAI “We’re just going to order a overnight in 2010. set amount, and when it’s done “The neat thing about doing it’s done,” Berhow said. it this year is everyone rememThey are working with bers 2010,” she said, “and we neighboring businesses in had a really positive experience hopes of having a large outdoor that year.” beer garden and live music, but Thompson noted the Harris noted they’ll have the approach to planning is a building open so “at least people bit different for a “passcan come in and sit down and through” community. cool off.” “We’ll have big crowds from Nearby at District 619 Steak10 (a.m.) to 4 (p.m.), and giant house, owner Grant Maulsby crowds from 11 to 2.” hopes to join in the beer garden Restaurants, bars and retail stores will be among those ben- while also featuring a DJ from efiting most from the increased Chicago courtesy of Red Bull. He plans to feature a simplified traffic, Thompson noted. menu of burgers, hot dogs and She said given the short brats and offer small giveaways distance from Forest City and the extensive evening entertain- such as T-shirts and koozies. “We’re about the halfway ment planned in Mason City, businesses may wish to consider point,” Maulsby said, “so I think it will be pretty opening early rather than closgood for us. It’s just ing late. going to be a fun Offering free shipping is a good idea for retailers, Thomp- day. I’m excited for it.” son added. Both “Obviously those riders can’t Maulsby take everything to the Misand Bersissippi River on their bikes,” how plan to she said. recruit plenty Thompson does caution business owners to keep expen- of volunteers for the midday rush, ditures, and expectations, reaand then shut sonable. things down in “You’re not going to get rich time to regroup for that day,” she said. “We would their normal dinner just like everybody to have a hours and menus. better Wednesday than usual.” With Mason City so nearby, Maulsby hopes Jon Berhow and Angie Harsome of the spectators ris, who own and manage the Anchor Inn restaurant on North and RAGBRAI supporters will linger. Shore Drive, anticipate big “I think quite a few will crowds fairly early in the day. “They turn right by our door,” stick around and check out the area,” he said. “Clear Harris said of the bicyclists. Lake is a nice town.” The couple is taking an enthusiastic but measured Thompson noted the approach. They intend to have plenty of beer and non-alcoholic midday crowds will disrupt
in business • Sunday, June 15, 2014 • J9
the normal routine for many businesses along the route. She said some professional businesses will close, allowing employees to volunteer or take part. Any revenue lost in the short term, she believes, will be more than offset by the potential for attracting repeat visitors or even new residents. “Our whole goal is to promote Clear Lake,” Thompson said. “We want them to feel welcome and come back to Clear Lake beyond just RAGBRAI,” added Tim Coffey, executive director of the Clear Lake Area Chamber of Commerce. “It’s just a day where everyone has to adjust,” Thompson said. “You just have to make the best of it. It’s going to be an inconvenience, but a great inconvenience.”
Next stop: Mason City Unlike Clear Lake and Forest City, Mason City hasn’t hosted RAGBRAI overnight since 1985. “We’re obviously a different community than we were 29 years ago,” said Jodee O’Brien, executive director of Main Street Mason City which is coordinating RAGBRAI activities. “The key is it’s going to bring in people who would not normally come to Mason City, let alone downtown,” O’Brien said. “If they really think it’s a cool community, they’ll come back.” O’Brien encourages hospitality and retail businesses to anticipate big crowds but
to keep preparations reasonable and simple while sticking with what they do best. “If you’re a bar, just be a bar; if you’re a restaurant, just be a restaurant,” she said. With the large number of participants and the mix of national and local performers already on tap, O’Brien doesn’t believe downtown businesses will need to offer entertainment or special promotions in order to attract customers. “There’s not going to be a bad spot,” O’Brien said. “The district is only a few blocks long. Everyone is going to do well.” At Lorados restaurant and bar on the Southbridge Mall plaza, owner Julie Bergo plans to open a bit early and have plenty of extra help on hand. “I have people who have worked here before who said they’ll come back for the day,” she said. “I think I’ll have enough.” Bergo plans to offer a simple menu of salads and sandwiches along with beer service both inside and out. Should business exceed expectations, she intends to be flexible. “If we Bergo run out of what we’re going to do, we’ll flip the menu to something else.” Meanwhile, the mall itself “is excited for the city and the downtown district,” said General Manager T.J. Just. “We expect our center to see a large increase in traffic.” Just said he expects food establishments at the mall to do well and is hoping retailers will see a boost as well. The mall will be open until midnight, Just said, and he is
encouraging tenants to voluntarily stay later. He noted there will be extra security staff to deal with the large crowd. “We’ll be open normal business hours and try to help celebrate,” said Will Sayles with Rieman Music. “I think it will be fun.” Sayles said the opportunity to show off the store and the community is more significant than the possibility of extra business during the event. He plans to stock up on less expensive, portable items like ukuleles and harmonicas, but said his overall expectations are modest. “We’re not looking to boost our revenue,” Sayles said. “We’re just glad to be a part of it.” Other downtown businesses are taking a similar attitude. “John Moran, our company president will be riding RAGBRAI this year as he has done for more than 25 years,” said Ann Harty with 1st Insurance Agency. “At this time we plan to be open for business as usual.” “RAGBRAI will be very exciting for Mason City,” said Phyllis Clark, office manager with WWA Architects. Clark said WWA will take a business-as-usual approach, with one exception. “One of the guys in the office and myself plan to bike on RAGBRAI that Wednesday from Forest City to Mason City.” While demand for formal wear will be light during RAGBRAI, Moorman Clothiers co-owner Scott Moorman also plans to be open. “All I’m here to do is plant seeds for future business,” Moorman said. “It’s going to be a great, positive thing for Mason City,” he added. “Whatever we can do to help out, we’ll do it.”
J10 • Sunday, June 15, 2014 • In Business
Globe Gazette
Maintaining your online presence is essential
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HAMPTON — Christensen Jewelry, Hampton, has maintained a website for over 10 years but even today, it’s still trying to find a balance between maintaining an online presence and other business work. “You can get overwhelmed,” said Mardell Sidmore-VanKleeck, store manager. Having a website or social media presence, whether it’s Facebook, Twitter or some other outlet, is essential for businesses today. “If you’re going to be in business today you should have a website,” said Sara Broers, owner of Social Connections LLC, Mason City, which specializes
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J12 • Sunday, June 15, 2014 • In Business
Globe Gazette
Online From J10 Facebook page since it’s free. The only fee is if she decides to boost posts, which she sometimes does. “You can sink hundreds and hundreds of dollars in a website,” she said. “I think once you’re established that’s a way to go.” Christensen Jewelry also has a Facebook page and has for about five years, SidmoreVanKleeck said. However, the business recently started to use it more. “We’re taking baby steps all the time,” she said. Christensen Jewelry maintains most of its online presence itself but does occasionally pay for someone else to do Facebook promotions. “They can do the graphics much better than we can,” Sidmore-VanKleeck said. While just a Facebook page can work for some business, Boehmler cautions businesses about it. “Keep in mind that they can shut your (social media) website down at any time,” he said. “They can take your data down. You’re using their service. A lot of people are very successful at it and some lose the privilege to use it.” Boehmler suggests using both a website and social media. Broers said it’s important to post regularly and make sure a website is up to date. “Have an active presence and don’t look lazy or dormant,” Broers said. “You have the opportunity to shine and be different.” She added that if a business isn’t going to maintain a website or social account, it’s better off deleting it. “Take it down because No. 1, it makes you look lazy,” Broers said. “If you’re not going to update it, it’s going to look lazy and like you don’t care about your business.” Lofing said she started
JEFF HEINZ, The Globe Gazette
Lisa Lofing, owner of Today’s Your Day in Willowbrook Mall in Mason City, works on a balloon centerpiece in her store. Lofing uses a Facebook page rather than a traditional website for people to see what her store has to offer and place their orders with her. She specializes in party supplies, event planning and in-store birthday parties.
Globe Gazette offers powerful market reach The Globe Gazette’s Marketplace of digital services has the ability to coordinate new technology and digital products seamlessly with traditional print advertising plus give unmatched service, according to Olivia Stalker, the Globe’s online manager. Services available are website design and hosting, search engine optimization (SEO) and search engine marketing (SEM), reputation monitoring, social media services and mobile services. For more information call 641-421-0546. regularly posting to her business’s Facebook page at the beginning of this year and quickly realized how important it is. “Having a business on Facebook means that your store is always open,” she said. “I get Facebook messages at
11 o’clock at night. People can contact you and don’t have to wait until the store is opened.” Lofing and Sidmore-VanKleeck said it’s a work in progress as far a regularly posting and keeping a website updated. “When I get something
done (a project) I definitely get on and post (a picture of) it,” Lofing said. Lofing said she needs to be more disciplined about posting during peak times and doing it more often but that’s often hard as a small business owner. “Being a small business you have to do everything,” she said. “It comes back to the time that it takes to sit at the computer. I’d rather start making a balloon sculpture than sitting at the computer.” Both Broers and Boehmler said businesses need to include time and money for marketing in a business plan. Businesses also need to figure out where it fits in
online, she said. “I think a lot of businesses fall into the trap of, ‘I have to have a Facebook page,’” Broers said. “That’s not necessarily the case. Social media is very important but in the grand scheme of things it’s a very small slice of a marketing plan.” Both Lofing and SidmoreVanKleeck said they hope to venture into Pinterest more and Sidmore-VanKleeck said Christensen Jewelry is also looking into e-commerce. “As far as which platform — Facebook, Twitter, Pinterest or Instagram — it might be trial and error to see where your customers are,” Broers said.
Globe Gazette
in business • Sunday, June 15, 2014 • J13
Perfect Match
Lake Mills buys vacant plant and finds right tenant in Winnebago Industries TIM ACKARMAN
For The Globe Gazette
LAKE MILLS — A big investment by the city of Lake Mills began paying off for both the community and for Winnebago Industries Inc. when North Iowa’s largest employer opened its newest plant last February. Cummins FilTegland tration downsized its Lake Mills operation beginning in 2009 and soon placed one of its two buildings up for sale. The city purchased the Potts 100,000-squarefoot facility in 2012 for $750,000. Meanwhile, a burgeoning market for Winnebago motor homes was creating two positive challenges for the company: an inadequate labor supply and a shortage of production space. The problem was most acute at Winnebago’s Charles City location. “Demand for the Winnebago Touring Coach product line grew beyond the capacity of the space we had in Charles City,” said Randy Potts, Winnebago’s chairman, president and CEO. “There were a few things we could have done in Charles City to increase capacity, but it wouldn’t have been ideal.” Instead, the company entered talks with the city of Lake Mills. “The city made it clear that they purchased the property with the intent of using it to bring jobs to the community,” Potts said. “They established a negotiating base on that position and it served them well.”
TIM ACKARMAN, For The Globe Gazette
Randy Tegland, manager of Winnebago’s Lake Mills operation, demonstrates the folding bed in the Class B Travato motor home. Winnebago agreed to provide those jobs, at least 50 by the end of the year, in exchange for a low-cost lease on the cityowned building. With more than 40 employees at the facility after just four months, the company is well on the way to meeting that requirement, according to Winnebago spokesperson Sheila Davis. “It shouldn’t be a problem.” Most of those employees are working on the Travato. A new Class B motor home for 2014, the unit is built on a Ram 3500 Promaster chassis. “It’s an empty van when we start,” said Randy Tegland, the
plant manager. He said employees install electrical and plumbing systems before outfitting the van with amenities including a television, table, kitchenette, toilet, shower and foldaway bed. The production equipment is portable, which allowed Winnebago to get the plant running quickly while also providing the flexibility to reconfigure workflow within the space as demand dictates. Davis said the compact Travato expands Winnebago’s market by appealing to consumers who might not consider the company’s larger coaches. “There’s been an excellent
reception for that product,” Davis said. “It’s reasonably priced, versatile, maneuverable and has good fuel economy.” The company also recently moved its entire 110-volt wireprep line to Lake Mills, freeing up production space in the main plant at Forest City. Although the functions of the Lake Mills plant were transferred from other facilities, most of the employees are new to Winnebago. Tegland said two employees moved from Charles City specifically because they liked working on the Travato, with one relocating to Lake Mills and
the other to nearby Emmons, Minnesota. Only a “very few” came from Forest City, he noted. Lake Mills Chamber Development Corp. Executive Director Vickie Zobel, who toured the plant last month, said that’s great news for the community. “As I walked through there, it was exciting to see familiar faces that I knew used to work at Cummins,” Zobel said. “They are using people who were out of jobs.” Other workers are commuting from nearby communities, Tegland noted, including many from southern Minnesota. Winnebago officials anticipated this See Winnebago, J14
J14 • Sunday, June 15, 2014 • In Business
Globe Gazette
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TIM ACKARMAN, For The Globe Gazette
Nick Simmons of Emmons, Minnesota, works on a Travato, the latest Class B motor home from Winnebago Industries, at the company’s Lake Mills plant.
Winnebago From J13 when considering the new location and are optimistic it will help them meet their growing need for workers. “We’re hopeful it will attract employees from a slightly different geographic area than the Forest City operations, thus expanding the employee labor pool,” Potts said. “They have a location that’s within 15 minutes of their main facility, but allows them to target potential employees from points east and north,” Zobel said. “It’s been a good move geographically for them.” The commuting workers benefit other businesses as well, Zobel believes. “They don’t just come to work and go home,” she said. “They utilize other services here in Lake Mills, and that’s good for the entire community.” Zobel credits Lake Mills Mayor Dave Steffens Sr., Public Works Director Ross Hanson and the City Council for “working diligently to bring this to fruition.” “They all did a great job of establishing a positive environment for open discussion,” Potts said.
Steffens said he was pleased to see the vacant space filled by an established local company offering good pay and benefits. “It’s a win-win situation.” Zobel said major employers such as Winnebago, as well as Lund Food Holdings and Larson Manufacturing, represent anchors that stabilize the economic future of a community. “We just got a new anchor,” she said. Steffens likewise praised the large employers while adding the community also has many successful small businesses and offers numerous recreational amenities. “We’ve got a lot of good things going on here in Lake Mills,” Steffens said. “We’re proud of our little town.” Winnebago officials believe they have a good thing going on in Lake Mills as well. And with the operation there currently using less than a third of the available space, they see potential for it to get even better. “We’ll continue to grow as long as we can, as far as we can,” Tegland said, “as long as the demand requires it.”
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Globe Gazette
in business • Sunday, June 15, 2014 • J15
Workers’ health a good business investment MARSHA FRIEDMAN For The Globe Gazette
Our company culture has always been healthconscious – maybe because I’ve developed so many natural health marketing plans Friedman over the years. I’ve found that when you make healthy choices easily available and make them fun, people get interested. So our office supplies include jumbo jars of vitamin C and Echinacea in the kitchen. We’ve had afternoon juicing pickme-ups and our staff took on a 10-day “fast” challenge — a truly bondbuilding experience of nutritious algae shakes
and supplements. But it wasn’t until one of our clients, Dr. Brett Osborn, came to visit that I got the idea for offering the staff free memberships to the new state-ofthe-art Florida Hospital Health & Wellness Center just down the street. Some corporations have gyms right in their buildings, but for a business like mine with less than 25 people, that’s just not practical. When we first moved into what seemed like our spacious new digs two years ago, we turned one of the offices into a little workout room. But that didn’t last long. My 24-year-old business has been growing a lot in recent years and we’ve had to tear down walls to make room for everyone. Then Osborn visited
the office. He came to discuss the book promotion for “Get Serious: A Neurosurgeon’s Guide to Optimal Health and Fitness.” He’s a neurosurgeon, obviously, but he’s also a certified anti-aging specialist and body builder. Osborn spoke about the role weight training plays in reducing inflammation — the source of so many ills — and said building muscle is the absolute best disease prevention. We had a great time picking his brain about exercise, physiology, nutrition, etc., and he gave us fascinating answers. I noticed nearly everyone on our staff was intently engaged. It got me thinking: I really care about our team. When they’re happy and healthy, I feel good. I also
know how much better my husband and I have felt since we started our gym program, and I knew my staff could experience the same thing. So I offered free monthly memberships to the wellness center to anyone who wanted one. Everyone signed up. They’ve all been taking the opportunity to get away from their desks during the day and they come back upbeat and energized. That, of course, is great for everything we do — from client relations to creativity to communications among coworkers. Best yet, they’re all getting fit and, as Osborn says, that’s the best disease preventative there is. Marsha Friedman is the CEO of EMSI P.R. (www.emsincorporated.com).
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J16 • Sunday, June 15, 2014 • IN BUSINESS
GLOBE GAZETTE
CUSTOMERS: Sensitive about service
Dealing with difficult customers
From J2 “Word of mouth is the best way to advertise,” he said. BRAD AND ANGIE BARBER opened their Clear Lake Cabin Coffee Co. store in December 2002. They have established a reputation for service among area business experts and with their customers. “We really work hard at trying to create relationships,” Brad said. “Everyone we meet, we want them to feel special, because they are special.” Like Coffey and McIntire, the Barbers don’t view customer service as terribly complex. “Greet people with a warm, friendly smile, offer a good product, and be sure to thank them,” Angie advised. “If you do that you’ll have a successful business.” BUSINESS OWNERS are invested, literally, in serving their patrons. Yet in most businesses the owner cannot always be present. Owners and managers need to be certain employees understand and share their commitment to customer service, according to Glenn Shepard (www.GlennShepard.com). An internationally known author and business consultant, Shepard led the seminar “Rules of Work and Customer Service” for the Mason City Chamber of Commerce in November 2012. “Many people underestimate their role in a company,” Shepard said via email. “No matter what an employee’s position may be, he or she is the company’s image to the general public. “Customers don’t care if an employee is a temporary worker or the company president. Bad behavior or performance by one employee can permanently tarnish a company’s image to the customer, and it doesn’t have to be extreme in order for this to happen.” “If someone doesn’t have a
Noteworthy service: The following note from Dawn Mennenga spurred the Clear Lake Area Chamber of Commerce to present Glen’s Tire with its quarterly customer service award: “This is just a quick email to tell you my Great Customer Service story from Glen’s tire! “On St. Patrick’s day (Mon. 3/17/2014) I had the misfortune of having a flat tire on my vehicle, which I unknowingly drove to Clear Creek School. I had to leave my car at the school and I called Glen’s. “They were able to get to my car right away in the morning and I needed a new tire. They got the tires ordered and put a spare on the car at the school. I was able to pick it up by lunchtime. “I was so grateful that they were able to do this in such a timely manner. THANKS GLEN’S TIRE!!!”
positive first experience with a business, they’re not going to come back,” Coffey said. “And they’re going to tell others.” The Barbers said they are thinking about customer service from the moment they begin interviewing a prospective employee. They value personality over experience. “The first thing we’re looking for is a warm, friendly smile,” Brad said. “Our business is pretty darn simple. We can teach them the drinks.” Angie noted putting patrons first is emphasized early and often when training new workers. “There’s no benefit to sucking up to me,” she tells employees. “Focus on the customer. They pay your check; I just get the privilege of signing it.” Showing employees respect helps ensure they will show respect to customers, the Barbers believe. “How could I possibly expect them to treat the
TIM ACKARMAN, For The Globe Gazette
Cabin Coffee Co. founders Brad and Angie Barber (standing) chat with customers at their Clear Lake store. “We really work hard at trying to create relationships,” Brad said. customer well if I don’t treat them well?” Angie asked. They do this by providing employees with opportunities for growth and by empowering them to make decisions, Angie said. “They’ll usually make the right decision anyway, so why bother a manager with it?” She believes this approach can be particularly effective with younger workers. “We’ve had some younger employees who have articulated ‘nobody has valued my opinion before.’ I think sometimes they don’t get as much credit as they deserve,” she said.
MCINTIRE AGREES attracting and retaining good employees is essential. While a positive work environment is important, he also believes in treating his workers well financially. “I try to pay guys all I can afford to,” he said, “and I offer them health insurance.” In addition to the stores they own in Clear Lake and Mason City, the Barbers are welcoming their seventh and eighth Cabin Coffee franchise locations this summer. They select new owners as carefully as employees. “The first thing we want to understand is why they want to
The Cabin Coffee Co. logo is “Just Be Happy … and Have Fun!” So how do founders Brad and Angie Barber deal with unhappy customers? “If we do make a mistake, we try to make it right with the customer right away,” Brad said. “Timing is everything.” “Listen to them,” Angie advised. “Too many times customers don’t get listened to.” Angie said customers are usually more concerned about seeing the situation rectified than they are about assigning blame. She encourages staff to adopt the same attitude. “Take responsibility as a team.” For customers who remain displeased, “kill them with kindness,” Brad said. “Say ‘I’m sorry, will you forgive me?’ Sometimes that will throw them off.” Angie encourages staff members not to become defensive or upset in the face of unwarranted criticism. “There might be something else in their life we don’t know about,” she said. “Let’s just do our job and be a bright spot in their day.” Finally, both Brad and Angie note complaints can offer an opportunity to improve. “We want to hear it if something is going wrong continually,” Brad said. “If we don’t know, how can we fix it?” — Tim Ackarman
do it,” Brad said. Potential franchisees more interested in learning about the financial side of the business than the mechanics of running a quality store may not be the right fit, they explained. “We don’t believe this is our store,” Brad said. “This is God’s place and our customers’ place. “Our dream is to have people come in here and feel really at home. I want our franchisees to have that same desire. Take care of that and the money will come.”
Globe Gazette
in business • Sunday, June 15, 2014 • J17
Bare skin butts against office dress code whether the guy without socks offends customers. And there aren’t just corThe flip-flop flap is porate culture consequences to on again. work clothes choices. Retailers The advent of hot weather have adjusted their merchanhas renewed attention to dise to fit buyers’ preferences. what’s proper work attire. Sales of summer suits for Even in a time when summer men and women have paled dress-downs and casual Fridays are common, some compared with polo shirts and sundresses. workers stumble on the “The traditional needs of line between what’s business clothing have more acceptable office wear than evolved. They’ve draand what’s not. matically changed,” said Spiro Unfortunately, Arvanitakis, who recently that line — between explained why his longtime summer casual and Kansas City professional summer sloppy — is clothing store is closing. “Jack hard to define, much Henry doesn’t meet the curless police. Not even rent needs, which are more the human resources contemporary.” boss wants to decide In short, a lot of workers whether a leather sanaren’t buying the stuff that dal, covering exactly used to be considered prothe same part of the fessional clothing. The line body as a plastic flipbetween leisure clothes and flop, is appropriate office clothes has blurred. or not. That means the advice at “It’s a challenge for all Cerner is that “you need to of us,” said Julie Wilson, dress for your day at work, not chief people officer at Cerner Corp., one of Kansas thinking about dressing for what you’re going to do after City’s fastest-hiring comwork,” Wilson said. panies. “And it’s become more challenging as the At Hudson & Jane, a Kansas workplace has become City apparel boutique, owner more casual.” Wilson said one Cerner Rick Brehm said he sees shoppers buying clothes to manager recently had serve both their after-hours to have the “difficult style and what they need for conversation” and sent the office. three people home to Instead of a “flouncy skirt change clothes. that may run a little short,” Most workplaces have women are buying long sleeveexpectations, some writ- less dresses — popular for ten and some unspoken, after-hours — and pairing them with lightweight sweatabout what to wear. ers to wear at work. And, What constitutes Brehm said, men are aiming appropriate work for lightweight shirts and clothes has opened no ties, and they’re rolling the door for people up long sleeves for afterto tweet about the hours comfort. summer influx of At Hallmark Cards, “skinterns,” a referthe standard is simply for ence to young women employees to be “neat and in skimpy attire. It’s also why managers take professional,” said employee relations director Haylee time to huddle about DIANE STAFFORD
The Kansas City Star (MCT)
Dress code no-no’s: Unless you’re in warehouse, delivery or outdoor work, these generally are wrong for office wear: • For everyone: Flip-flops, frayed jeans, shorts, exercise clothing, baseball caps, T-shirts with illustrations, messages or logos other than for one’s own organization. • For women: Tops or sundresses that reveal cleavage or bare midriffs, hemlines too short to sit or walk stairs without revealing underwear, sheer material that reveals underwear. • For men: Tank tops, unbuttoned shirts that reveal chest hair, sandals or shoes without socks. — Kansas City Star Kelley. But those criteria differ depending on whether someone works in the distribution center — where safe and comfortable are the guidelines — or at headquarters, where business casual rules. But even the office dress code has a squish factor. Jeans are fine for “file-clean-out day,” Kelley said. Dress code consultants say jeans and T-shirts have proliferated in workplaces because of the influence of round-the-clock Silicon Valley, or dot-com, workplaces. Also, the ever-larger presence of the millennial generation, recently off college campuses, has dialed down workplace dressiness. Casual is fine, of course, in many offices that have little customer or client contact or are in more industrial or manufacturing environments. But human resources experts point out that clothing that’s too revealing, soiled or just plain sloppy can bother coworkers in any location, so it’s
always OK for management to set some standards. Human resources blogs frequently mention the difficulty of dealing with illustrated T-shirts or sayings on the job. What one worker finds funny or non-controversial may be offensive or hurtful to another. Sometimes, there’s a style sea change because of corporate leadership. Under chief executive Bill Esrey at Sprint Corp., there was a fairly specific dress code. At one time, even back-room employees who never saw clients were told they couldn’t wear Dockers or other casualbrand pants. But when Dan Hesse took the Sprint helm in 2007, he announced that employees could wear jeans any day of the week, not just on designated Fridays. The once-formal dress code has disappeared, except for retail store employees. Now, said Sprint spokeswoman Melinda Tiemeyer, “employees are encouraged to work with the supervisor to understand appropriate attire for their role and location.” Human resources consultants have long advised to “dress for the job you want, not the job you have.” While sound counsel, it still leaves room for interpretation. Spokesmen for several companies said the most frequent difference of interpretation, especially in warm weather, involves women who wear low-cut necklines or spaghetti shoulder straps. And that’s a particularly difficult topic for male supervisors to address. Generally, “We try to impress on people that just because it’s stylish, and even if you look good, that style may not be appropriate to wear for the office,” Cerner’s Wilson said.
J18 • Sunday, June 15, 2014 • In Business
Globe Gazette
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GLOBE GAZETTE
IN BUSINESS • SUNDAY, JUNE 15, 2014 • J19
8 must-know tips to grow your business BERNY DOHRMANN Special to In Business
As the chairman of one of the world’s largest business support organizations, I’ve encountered countless prospective entrepreneurs trying to put their ideas into action by launching a business. My experiences have given me a unique insight into what makes and breaks a business in today’s market. Here are eight essential tips for shaping a good idea into a great business:
its ideas and brand to clients and consumers ready to buy. An idea is useless without a suitable voice to present it to the world. Build your advertisement strategy around the people best suited to get you to the next step of your objective. 4. “NEVER SAY NO to growth.” In today’s market, you can’t afford to miss the opportunities that can get you from one step to the next. While defining a plan for growth and future investment is necessary to guide your business decisions, nothing should ever be set in stone.
competitors as potential partnever be convinced you can’t ners and find a way forward for achieve what you’ve set out to do. Businesses never fail because everyone involved. Berny Dohrmann is chairman and founder of CEO a dream is wrong; they fail Space International, (www.ceospaceinternational. because they choose the wrong com), one of the world’s largest support organizapath to achieve it. Remember tions for business owners. that the more work you put into getting somewhere only makes the achievement more meaningful in the end.
8. “COMPETITION SLOWS everything down.” If your definition of progress includes hurting other companies along the way, you’re not on the fastest lane to success. Although the market environ1. “YOU CAN’T BUILD a business ment may appear inherently like a hobby project.” competitive at first glance, a 5. “THE DIFFERENCE between Entrepreneurship should wealth and income is how many collaborative perspective on never be a casual endeavor. business can make people you benefit.” Building a thriving business in everyone’s ideas a All the growth in the world today’s market means devotreality faster than ing yourself fully to the mission means little if you do nothing to benefit those who helped you they could through you intend to accomplish via get there. Your team and periph- isolation and the company. bitter fights for ery support network need to be Setting your business aside included in the rewards in direct market share. for any length of time can lead Look at your correlation with the effort they it down a slippery slope you may not be able to crawl back up put into the business’s success. While numbers need to be your from. Keep yourself organized; first concern when it comes to set clear goals you can accomsustaining yourself and your plish, and dedicate yourself to ideas in the market, make sure making sure your ideas come you measure your success by to fruition. more than just a bottom line. 2. “WRONG SEQUENCE ends in 6. “AS YOU GROW IT, IT will business failure.” grow you.” One of the biggest hurdles Don’t get tunnel vision to business growth is the lack when it comes to everyday of a detailed planning system. business. In today’s business No matter how big your idea world, every connection you is, expecting overnight success make can be a game-changing can cloud you to the practical considerations that can quickly opportunity. Never walk away from the chance to shake grow larger than your ability to deal with them. Move your busi- hands with a potential partness forward one step at a time, ner no matter their value to you and your business at the and more importantly, know moment. Grow your netwhere you’re going before you work every chance you get. try to get there. 3. “ADVERTISING IS NAKED without PR.” Flashy ads are no substitute for a well-thought out communications strategy. In the age of information, every business needs a sensible way to spread
7. “NOTHING WILL GROW YOU more than growing your dreams.” While it’s important to consider all of your decisions through a filter of practicality, you should
J20 • Sunday, June 15, 2014 • In Business
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