Hispanic Chamber of Commerce of Metro Orlando
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Where Diversity Means Business ! To learn more about participating in our Supplier Diversity Program visit www.minoritybusiness.wdwpublicaffairs.com 2 | Visi贸n
The Walt Disney Company and its subsidiaries and affiliated companies are equal opportunity employers. We draw creativity from diversity. 漏Disney 2010
Hispanic Chamber of Commerce of Metro Orlando
HCCMO Update
P.15
Innovation
Means Business for Engineering & Computer Simulations By Waymon Armstrong
P.8
Social Media for the Small Business
Friend, Like, Follow, Connect and Check In to Success
P.18 Patents
Protect Your Invention By Yasmin Tirado-Chiodini
By Joshua Johnson
P.11
Global Sales
P.19
By Rafael Gerena
By Yasmin Tirado-Chiodini
P.12
P.22
Reinventing Yourself in a Down Economy By Maritza Martinez
From Work To Play
Orlando Arts & Culture
April 2011
Patent Research, Early Patents and the “Great Patent Fire of 1836”
Issue #6
Marketing Your Product Internationally
Yourself 2.0
content
P.7
By Daniel Fuller
Hispanic Chamber of Commerce of Metro Orlando
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editorial team Diana Bolivar
Tony Lagos
Giorgina Pinedo-Rolon
Gaby Ortigoni
Editor in Chief
Rollins College
Gio Communications Inc.
OUC: The Reliable One
Iancarlo Suárez
Martiza Martinez
Rosalina Stober
Pam Ledford
Creative & Art Director
University Of Central Florida
Hispanic Business Initiative Fund
Seminole State College of Florida
Angel Aviles
Robert Newland
Veronica Ojeda
Hernan Tagliani
Conrad Santiago, CFP, MSFS/Ameriprise Financial Services, Inc.
Newland Associates
Graphic Designer
The Group Advertising
Marilen Marnett
Mugette Baco
Joshua Johnson
Lizette Valarino
Hispanic Chamber of Commerce
Hispanic Chamber of Commerce
Disney Entrepreneur Center
The Idea Factory
HCCMO staff Ramón Ojeda
Diana Bolivar
President
Vice President
Marilen Marnett Events & Operations Manager
Luisa Garcia
Iancarlo Suárez
Administrative Assistant
Graphic Design & Social Media Coordinator
Christine Peña Marketing & Sales Coordinator
Mugette Baco Administrative Assistant
HCCMO board members Executive Board Antonio L. Caravia
Maritza Martinez
Chair Exterior Walls, Inc
Chair-Elect University of Central Florida
Tanya Easterling Secretary Blue Cross and Blue Shield of Florida Central Region
Luz B. Aviles Treasurer OUC: The Reliable One
Janet E. Martinez Legal Advisor Janet E. Martinez, P.A.
Board of Directors Carlos Castro
Yasmin Tirado-Chiodini
Lucas Boyce
Chad Brandt
Ex-Officio Tirado-Chiodini, PL
Director Orlando Magic
HBIF Representative Colombo, Hurd & Brandt, P.L.
Director Walt Disney World Co.
Jose Cerda
Kari E. Conley
Leticia M. Diaz
David J. Maxon
Director State Farm Insurance
Director Orlando Health
Director Barry University School of Law
Karla Muñiz
David Muñoz
Giorgina Pinedo-Rolon
Director Florida Hospital
Director Turner Construction Company
Director Gio Communications, Inc
Director Progress Energy
Irma E. Stenman EDC Representative Metro Orlando EDC
Diane Young Director Universal Orlando Fashion Square Mall 3201 E. Colonial Dr. Suite A-20 Orlando, FL 32803 407.428.5870
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Hispanic Chamber of Commerce of Metro Orlando
www.hispanicchamber.net
A WORD FROM THE PRESIDENT Hispanic population has the largest growth in U.S.
In our last issue of Vision Magazine, I suggested the Hispanic community would shine brighter in 2011 and that the economic outlook for our region and our Hispanic businesses would continue to be brighter. In a recent Orlando Business Journal article (March 24), Forbes named Orlando the 9th-best metro area for minority entrepreneurs. The OBJ article indicated that as for growth, minority entrepreneurs are playing an increasingly important role. Just one data point: in 2010, immigrants accounted for nearly 30% of new business owners, versus 13% in 1996, according to the Kauffman Foundation. These are exciting figures! I encourage each of you to take a look at the census reports by visiting www. census.gov and to design strategies and plans to properly market/serve this growing segment of the population.
President Hispanic Chamber of Commerce of Metro Orlando ramon@hispanicchamber.net
Just in our tri-county area (Orange, Osceola and Seminole) the census data shows that from 2000 to 2010 there has been an overall increase in the Hispanic population of 94%. Hispanic growth is so prevalent that Osceola County increased its Hispanic population by over 140%. These are incredible numbers which show the power the Hispanic community has, not only as consumers, but as potential voters. We are a force to be reckoned with and showing no signs of slowing down.
Ram贸n Ojeda
The number of Hispanics counted in the 2010 census shows a considerable increase in just about every state. With over 43% of the population growth in the United States, Hispanics grew from 35.3 million to 50.5 million in the last decade. According to Robert Groves, Director of the U.S. Census Bureau, the number of Hispanics grew at a much faster rate than the rest of the U.S. population. What this means for Florida is that the Hispanic population has grown six times faster than non-Hispanics in the past ten years and has contributed to nearly 55% of the population growth in Florida. In fact, according to the 2010 census statistics released in March, one in five Floridians is Hispanic.
trustees
Ramon Ojeda
F o u n d i n g trustees
trustees
Hispanic Chamber of Commerce of Metro Orlando
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RMI is the HR solution that allows you to get back to business. We’ll take care of your employees, so you can focus on your business. As a Professional Employer Organization (PEO), we provide small and mid-size companies with a variety of Human Resources services. Your complex compliance and administrative details are handled by a team of experts allowing you to focus on growing a successful business, not administering the day to day details.
Ranked #41 In the Directory of the Top 500 U.S. Hispanic-Owned companies in the nation, as determined by
HispanicBusiness
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Take control of your time and your business with RMI. For more information on how RMI can help you reduce the costs and complexities of HR Management, please call (800) 508-0048 or visit 6 | Visión
Rey Lopez - CEO
Hispanic Chamber of Commerce of Metro Orlando
www.HelpMeWithHR.com.
HCCMO Update
Hispanic Business & Consumer Expo is here! The benefits of participating in trade shows and exhibits Finding an effective way to get your message across your audience, whether you work for a large corporation or own a small business, is an important factor in marketing your product or service. Business executives, as well as small business owners, know the importance of integrating all marketing tools in their plans to reach their desired target audience. In addition to conventional and non-conventional promotional tools, executives must consider the most powerful marketing tools in today’s competitive marketplace: trade shows and expos. Trade shows and expos are of extreme importance for large corporations, small businesses, government entities and other organizations since they can showcase products, services and inform a captive audience about current issues and new services available to the community. In these events, exhibitors have the opportunity to meet potential customers in a short period of time (usually two to three days) to a crowd of thousands of participants in one location.
For corporations, the return on the investment can be tremendous, especially if the company effectively follows up with the customers reached during the event. For government agencies and nonprofit organizations, expos are a great way to reach out to the community and inform them about special services and important public issues. In addition, don’t forget to train your representatives who will be present at expo. Not only must your employees understand the audience at the expo, but also have a clear understanding of every product or service your company offers. As one of the main destinations in the world for trades shows and expos with an outstanding diversity and growing business environment, Orlando is an ideal market for these types of events. Local organizations have access to a worldwide market through the many expos and trade shows that take place in Central Florida. Take advantage of this and remember to integrate trade shows and expos as part of your marketing mix.
Benefits from participating in a trade show or expo: 1.
Networking with local attendees, as well as local and national exhibitors
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Generating sales leads
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Maintaining a presence in the marketplace
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Meeting face to face with stakeholders in your industry, such as customers, competitors and suppliers
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Informing the public about government and nonprofit services
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Having access to the latest news in the industry, as well as speakers
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Reaching a captive audience in a controlled environment more effectively
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Attending educational seminars offered at expos Hispanic Chamber of Commerce of Metro Orlando
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Social Media for the Small Business:
FRIEND
LIKE
FOLLOW
Conne ct
CHECK-IN TO SUCCESS Joshua Johnson - Client Coordinator, Disney Entrepreneur Center
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Hispanic Chamber of Commerce of Metro Orlando
Social Media
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not maximizing its potential benefits. Connecting with your colleagues is great, but ultimately doesn’t the value in networking grow as your network expands?
Here are a few ways you can connect with people through the various platforms:
Once you have connected with people you know, look for ways to find new like-minded individuals to connect with. LinkedIn was built for the business world which means it is rich with opportunities, but those benefits require you to delve a bit deeper.
know first-hand the value social media can create for small business owners. The fact is that in today’s business climate, it is crucial for business owners to reach their potential customers where they spend their time. Today that time is overwhelmingly spent online either in front of a computer or smart phone.
FRIEND
Facebook allows people to create personal profile pages. It is important to recognize profiles represent an individual; not a company, organization, or other entity. Creating a profile is a great way to build your personal and professional network. With over 150 million users in the United States, the odds are some of those people are potential customers or strategic partners. Remember that your profile is you, so please avoid the regular “today’s special” or “this is why you should buy from me” posts.
LIKE
As Facebook began its tremendous growth spurt, they began offering the option to create a business page (formerly known as the Fan Page). Pages were created to allow small businesses, big brands, non-profits, and other organizations to claim a presence on Facebook. Pages are a great way to gain exposure for your business. More importantly, pages offer a place for your customers to tell others that they are a fan of what you do and why. Many business owners are concerned that disgruntled customers may post negative comments, but I would argue that they are going to do that whether you have a page or not. By maintaining a business page you are providing a place to air grievances. This turns a problem into an opportunity as you will now be able to offer to remedy the situation rather than letting them go on being unhappy with your product or service. We know that on occasion you will come across people who will never be satisfied, but if everyone else viewing your page sees that you made an honest effort to correct the problem, you will gain a lot of credit in their eyes.
FOLLOW
Small business owners have been gravitating to Twitter, but many struggle with what they are supposed to do with it once they have created an account. Unlike Facebook, Twitter allows you to follow most people without their permission. This ability gives business owners an incredible opportunity to tune in and see what people are saying about their brand, industry, or competition. Equally important, Twitter also allows you to engage people in discussion about those same topics as well as many others. One of the greatest things about Twitter is that overall it’s a very forgiving community. As long as you don’t charge in head first trying to sell products and services to everyone you communicate with, they will help you along and teach you the many ways you can take advantage of the platform. As in life, it is imperative to listen at least as much as you speak. The ultimate listening tool can be found at http://search.twitter.com/advanced.
CONNECT
LinkedIn doesn’t get the same level of press coverage, but it is the platform professionals are most comfortable. While I know many business owners are on LinkedIn, I also know that they are
Join groups, lots of groups. LinkedIn allows you to join up to 50, so take advantage of that. Once in a group post articles that people will find to be relevant to that group. It is also a great idea to comment on articles that other group members have posted. The true hidden gem in LinkedIn is http://www.linkedin.com/ answers. This is where you go to truly showcase your knowledge and to get answers to those burning business questions you have been working through. The more questions you answer, the more you will be seen as an expert in your field. The more questions you pose, the more information you can gather… for FREE!
CHECK-IN
Check-in is a common term that simply means people are telling their network where they are through a geo-location service such as Yelp, Foursquare, Gowalla, SCVNGR, or Facebook Places. For some people, a check-in in itself is an endorsement of a business. For others, this means they will likely be writing a review of your business at some point in the near future. It’s great to reach people around town, but it is golden to reach people who are actually in the neighborhood and ready to spend some of their cold hard cash. You can do this by offering deals or discounts which can lure customers from your competitor straight to your door. Remember to encourage your customers to check-in when they visit your establishment. The more frequently people check-in, the more exposure your business will get with the people in their network. Hint: Several of these platforms offer FREE marketing kits for business owners!
SUCCESS
If your company plans to begin using social media platforms, that’s great! These services are great tools to be used in addition to your current marketing efforts, they should not be considered as a replacement. To make best use of them, I would strongly encourage you to revisit your overall marketing plan to see which tools might work best for your organization and fit with your current activities.
Remember that launching a social media strategy is like opening a new business. When you first opened your doors did you just flip the sign to “Open” and wait for people to walk in? I hope not! So be sure to tell people that you are on Facebook, Twitter, Yelp, etc, so that they know to look for you and engage with you there! Hispanic Chamber of Commerce of Metro Orlando
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reserve space for your group outing now for games, concerts, shows and more. Hispanic Chamber of Commerce of Metro Orlando call 866.352.6643 or visit www.amwaycenter.com
Sales GLOBAL SALES By Rafael Gerena
CEO of Instruxo LLC
re you looking for ways to increase sales? If so, you should market your product or service internationally. More than 95% of the world’s population lives outside of the United States, and the economies of many other countries are growing much faster than America’s. This year, the U.S. economy is projected to grow about 3 percent, compared with nearly 9 percent in China and India, and 5 percent in Brazil.
Sunshine State, Enterprise Florida also offers export assistance. Their website is www.eflorida.com.
A
Smart companies know this: International sales account for more than half of all revenue at companies such as Intel, IBM, HP, Oracle and Apple. Your company can be part of this successful group. There’s never been a better time to sell internationally: Federal and state government offer lots of free resources to help. The Internet connects you to global audiences. And export consultants can help fill the gaps. Last year, U.S. exports rose nearly 17 percent. Increasing U.S. exports is a hot topic. President Barack Obama and Florida Governor Rick Scott want to double exports within five years. To accomplish this, they’ll need to make it easier for entrepreneurs like you to sell around the world. The U.S. is considering free trade agreements with South Korea, Colombia and Panama. (This would lower taxes, fees and regulations on U.S. goods sold to these countries.) In Florida, international trade is expected to jump when the Panama Canal is expanded in 2014 and giant ships glide through the Gulf of Mexico carrying more cargo. Florida leaders are aware of international trade’s importance. In March, Governor Scott visited Panama to promote Florida business, and Orlando Mayor Buddy Dyer visited Israel seeking business investment. So, how do you get a piece of the action? Well, the first step is to know what you’re doing. And the easiest way to learn is by using free government services. The U.S. Commerce Department has offices across the country where experts are ready to assist you with exporting. You can find a local office by visiting www. commerce.gov/about-commerce/services. (Other important federal websites are www.export.gov and http://www.buyusa.gov). In the
Government experts can help you learn the basics of selling overseas. They can provide an overview of export-related taxes, duties, laws, and regulations. Government agencies can also arrange trade missions in other countries that give you the opportunity to promote your product to foreign buyers, investors and distributors. In general, attending an overseas trade mission costs from $2,000 to $5,000 or more, including related expenses for hotel, airfare and meals. Your website is another global weapon. With a few tweaks, your website can create a sales pathway to new markets around the world. For example, translating your website into Spanish would make it easier to sell across Latin America, and Portuguese would help in Brazil. Accepting credit card payments on your website would also boost international orders. For large orders, you’re better off working with a bank that can help you get paid by using a letter of credit- which reduces your international risk. A good consultant can speed overseas sales. For example, an international consultant can design a marketing plan to promote your product to consumers who speak a different language and are from a different culture. This is crucial because people won’t typically buy a product if they don’t understand it, or if it goes against their cultural norms. For example, American desserts, such as pastries and cookies, would sell poorly in China because the country’s tradition is to eat fruit after meals. An experienced consultant could manage these issues and update your company’s videos and social media messages in the native language that foreign buyers understand. Remember: You don’t have to be a big company to sell internationally. You just have to think big. And that’s exactly what entrepreneurs like you do- think big. Rafael Gerena is CEO of global consulting firm, Instruxo LLC, and a former Economics Reporter at The Wall Street Journal. You can connect with him at info@instruxo.com, www.linkedin.com/in/ rafaelgerena, Facebook, or Twitter @instruxo.
Hispanic Chamber of Commerce of Metro Orlando
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Professional Development
Yourself 2.0 By Maritza Martinez
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n light of the economic downturn, many firms have streamlined processes and implemented staff realignment in order to remain profitable enterprises resulting in higher than usual unemployment rates. According to WorkForce Central Florida, the unemployment rate in Central Florida is 10.8%. The makeup of this segment ranges from senior executives to hourly employees and everything in between. What is this currently underutilized workforce segment to do while the economy recovers? While most pursue other employment opportunities immediately and continue to experience modest success in securing that next job, others choose to increase their skills and obtain tangible certifications by going back to school. Unfavorable forecasts of lower salary hikes coupled with a depressed job market have increased the already growing number of people returning to school. Estimates have been gradually increasing in light of increased educational requirements in the job market and the fact that, on average, a higher level of education translates into a higher annual salary.
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Hispanic Chamber of Commerce of Metro Orlando
Director, University of Central Florida Office of Community Relations By choosing to go back to school, these individuals are updating their skills, expanding their network, exploring other interests, or choosing to retool altogether, all while making themselves more marketable in anticipation of the economic recovery. No longer confined to sterile brick and mortar classrooms for instruction delivery, these non-traditional students have a variety of instruction-delivery options, (a) face to face, (b) self-paced online course work, or (c) instructor led online courses. Methods conducive to accommodating any lifestyle. Additionally, there are a number of local educational assets standing by ready to assist with the transition from working professional to nontraditional student, i.e. Valencia Community College, the University of Central Florida, Rollins College, to name a few, and a robust roster of vocational schools, too. The services offered range from certificate programs, which do not require the candidate to go through the more formal ‘admissions’ process to baccalaureates and advanced degrees.
Professional Development Keep in mind that there are opportunity costs related to returning to school. It is widely recommended that individuals seek a higher degree to pursue a passion or strong interest, rather than exclusively for a higher income or job security-purposes, as these are not always assured. It is also strongly suggested that in order to discover or strengthen your interests and better understand how a higher degree may benefit your career, one should first pursue work in their field and seek advice from seasoned professionals. A cost/benefit examination should be conducted as well, on costs associated with going back to school and the alternative cost comparisons. If at all possible, enroll in classes part-time while continuing to work. This will still make you a candidate for potential promotions, and provide cash flow and fringe benefits that will help offset the cost of attending school. Also keep in mind the relevance of your educational pursuit, be it a certificate or a higher degree. According to http://www. salary.com, choosing to earn a degree in a field because it is in high demand or pays a high salary is risky as it’s possible the job market will have changed once you graduate. Salary.com further asserts, “it is therefore essential to choose a degree that is based on your personal interests and skills and allows you to be flexible in the market and take on a variety of jobs in a variety of areas.”
Some best-practices when returning to school are: identify a private, comfortable and quiet study space; familiarize yourself with the operating hours of local libraries and locations with Wi-Fi access; physically record your school schedule on your calendar – including study time; complete the more challenging (or less appealing, please read – boring!) part of the assignments first; join forces with another student – a study partner to keep you on track, serve as a sounding board and serve as your educationalcheerleader. Don’t let the financial aspect of this undertaking discourage you. There are a number of funding options available to help you ‘upgrade’ yourself. To familiarize yourself with governmentrelated financial aid, please visit http://studentaid.ed.gov . Central Floridians also have organizations such as WorkForce Central Florida which offer a limited number of training scholarships; these can be viewed by visiting http://www.workforcecentralflorida.com . The pursuit of additional training, or the expansion on one’s knowledge-base isn’t an option exclusively available to those in search of employment, it is an option available to all of us, as the saying goes, “education is not the filling of a pail, but the lighting of a fire.” Think of the time investment and financial outlay as an R&D investment - a process that will yield an improved product - a new version of you: Yourself 2.0.
HISPANIC BUSINESS
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CONFERENCE
Presented by:
FRIDAY, APRIL 29, 2011 • 7:30 AM - 1:30 PM FRIDAY Honorary Chair: Alex Martins, President of the Orlando Magic
• Leadership Lessons • Diversity & Multicultural • Presenting at Breakfast: Julie Stav
• Professional Development • Marketing Strategies • Luncheon Keynote Speaker: Governor Rick Scott
HCCMO members: $89 Parking is Included (non-members: $129)
Corporate Table (10 per table) HCCMO members: $1200 (non-members: $1500)
Tickets for this unique conference, include a full breakfast, luncheon with keynote speaker and admissions to all Business Tracks.
www.hbcexpo.com
Orange County Convention Center, Orlando FL
For more information call (407) 428-5870
Sponsored by
Hispanic Chamber of Commerce of Metro Orlando
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679 Douglas Ave 104 Buenaventura Blvd. Altamonte Springs Kissimmee FL 34744 FLOrlando 32714 14 | Visión Hispanic Chamber of Commerce of Metro
885 N Powers Dr. Suite “B” Orlando FL 32818
1130 S Semoran Blvd Suite “B” y “C” Orlando FL 32807
Horario Extendido y Sábados
INNOVATION:
Means Business for Engineering & Computer Simulations
by: Waymon Armstrong President, ECS Engineering & Computer Simulations
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n the early 90s, as the modeling and simulation industry was climbing out of big boxes of computing power and image generation, companies watching technology trends grabbed the reins and held on tight. Engineering & Computer Simulations was one of the companies who did just that. Coming from a disaster response industry company CEO, Waymon Armstrong, began to see a business take shape. What if he could take what he learned traveling all over the world from disaster to disaster, put the information together in a computer and teach the response teams how to operate in a safer manner and accomplish their missions more efficiently? What would technology support? Could you exercise a team of experts, allow them to rehearse their dangerous missions even before the natural or manmade disasters occurred? Would a business model like this work?
Hispanic Chamber of Commerce of Metro Orlando
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Cover Story In 1997, Armstrong put his ideas into practice and launched Engineering & Computer Simulations (ECS), a small computer simulation company. Technology was emerging quickly, and the large processing power and huge image generation boxes were migrating to desk-top personal computers. The few ECS employees kept their eyes on the trending technologies, but put their creative talents to work and became one of the first companies to see the value of developing and producing Serious Games. But being an innovative company presents its own challenges. Being some of the first to enter a market, means you pave the way – you pioneer and evangelize. Getting a following when you blaze new trails takes time – and a small start-up company doesn’t have a marketing budget. In spite of the marketing challenges, ECS began to develop a following. Armstrong’s motto then, as it is today, was to identify and capture the new technology, develop innovative solutions, and provide the best customer service possible - and the ultimate focus must be on the end-user, those men and women who put their lives on the line for our country our military service members and first responders.
successful treatment of wounded warriors on the battlefield. The program combined advanced interactive training with distributed learning and 3D simulations to produce a hands-on trainer that immersed students into scenarios to teach proper casualty treatment procedures from the moment the first responder arrives on the scene until the casualty is evacuated to a treatment facility. The customer, US Army, Simulation & Training Technology Center (or the Army's simulation and training research arm in Orlando), along with the Army's medical center and school in San Antonio commissioned the project. “The TC3 simulation allows combat medics to practice focused life-saving skills. The medics must triage a group of patients, determining which patients require immediate care, and administer that care. Their actions must be applied in the correct order to save as many lives as possible,” said Ms. Beth Pettitt, Division Chief for Soldier Simulation Environments at the STTC. The program research included lessons learned from real combat experiences from recent deployed combat medics and the Department of Combat Medic Training.
The early years were tough, and did little to prepare the company for the economic downturn after 9-11. But during that time, technology continued to develop and ECS continued to harness the power of simulation and computer gaming. One of the first serious games to take hold was the Civil Support Team Trainer, developed for the National Guard Bureau. The trainer used distributed simulations to train civilian and military members to respond to Chemical, Biological, Radiological, Nuclear and Explosive incidents. The National Guard made the system available in all 50 states to train first responders in their roles of assisting civil authorities as they respond to incidents involving weapons of mass destruction or large scale disasters. The trainer helped individuals and teams learn the proper procedures, collaboration, and response techniques. It provided trainees the knowledge and skills necessary to be successful in the event of a real life incident.
That was then. ECS has never waited on the markets to develop before jumping in. With a young workforce consisting of software engineers and computer graphic/art majors who were mostly educated here in Central Florida (at the University of Central Florida and Full Sail), the company ventured into another unchartered territory. They watched the entertainment market and noticed the gaming tendencies of the young gamers in distributed/multi-player games. They could take their "serious games" another step and create a "virtual world" where learners could practice with individuals in locations all over the world, even in a war zone. These games could help prepare Soldiers for certain cultures or skills before they entered unknown territory. Their virtual world - Nexus - came to reality.
Today, it is considered innovative to provide serious games and virtual world technology to assist in the training of medical/ healthcare professionals. ECS tapped into that market in 2007 when they released the Tactical Combat Casualty Care (TC3) program to train combat medics and civilian EMTs. The TC3 provided combat medics the training they needed to ensure
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Hispanic Chamber of Commerce of Metro Orlando
Quickly embraced by the National Guard Bureau, the program was designed to integrate with an organization’s existing technology infrastructure using common architectures, interfaces and specification. It was intended for use by large numbers of people quickly with timely information, allowing for the rapid tailoring of training to unique situations, and providing simulated experiences that transfer basic learning efficiently into critical thinking skills and high levels of performance.
Cover Story
Nexus soon had a number of other government partners including the Army Research, Development and Engineering Command's Simulation & Training Technology Center; the Joint Advanced Distributed Learning Co-Laboratory; the Joint Training Integration & Evaluation Center; the Defense Acquisition Center; and more. Today, Nexus has continued to evolve - latching onto new technology as it matures to enhance the end product for its many customers. And, it has an increased following as it is used by organizations such as FEMA to train teams that respond to earthquakes and floods; and NATO in their mission to halt pirates on the dangerous seas in the Middle East. And, it is providing the latest in combat casualty care training for our service members in Afghanistan. So, what next? The Defense budget, like all budgets are likely to decline in the immediate future. Staying fresh to take advantage of new technologies - through calculated risks will help companies remain healthy through the downturn. With the epicenter for modeling and simulation residing here in Orlando, companies like ECS should be on the look-out for new opportunities as the military fine-tunes their simulation and training systems; and as new markets (like education and
medicine) come forward to take advantage of the learning /training technologies the military have invested in during the past decade. I believe companies like ECS can survive and thrive through these belt-tightening times because of the nature of our products. We are developing innovative learning solutions that will increase skill levels and performance while saving time and money. While working with the major components of military simulation that comprise "Team Orlando" (Army - Simulation & Training Technology Center and the Program Executive Office for Simulation, Training & Instrumentation Team Orlando; Navy - Naval Air Warfare Center Training Systems Division; Marine Corps - Program Manager for Training Systems; Air Force - Air Force Agency for Modeling & Simulation along with academia - University of Central Florida Institute for Simulation and Training; and industry represented by the National Center for Simulation - and other government components), we are well positioned to help our Nation by continuing to focus on developing the best learning technologies possible while we keep our creative minds attuned to discoveries that will lead us to even better solutions for the future. All this, while never forgetting who we are developing our solutions for - the men and women who go into harm's way while serving our Nation.
Hispanic Chamber of Commerce of Metro Orlando
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Marketing PROTECTING YOUR INTELLECTUAL PROPERTY: PATENTS By Yasmin Tirado-Chiodini
Background
T
he term Intellectual Property refers to ideas, inventions and words or designs that are used to distinguish a product or business. The protection of intellectual property provides a competitive advantage that will differentiate a business from its competition and will help the business become a market leader. Some inventors or authors register their intellectual property and then license it or sell it for profit. The laws in the United States provide various ways to protect intellectual property. The three main kinds of legal tools provided are: Trademarks, Copyrights and Patents. There are other forms of protection, including the Trade Secret. Trademarks protect distinctive indicators (such as names or logos) used to identify products or services to consumers, Copyrights protect the expression of an idea (such as a song, a book or a painting), and Patents protect an idea (such as a process or design).
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Attorney at Law, Tirado-Chiodini, PL
The articles on this intellectual property series will discuss in general the legal protection afforded by each of the above tools, the logistics of registration, and the estimated cost of obtaining their protection. The first article in the series focused on trademarks, the second focused on copyrights, and this third discusses patents. What is a Patent? In the United States, a patent is granted at a federal level to protect an invention, as per the Patent Act of 1952 and its revisions. Generally, the patent grants a property right to the inventor. The patent holder is said to be able to “prevent others� from fabricating, using, marketing or selling the invention in the United States, or from importing a patent infringement into the United States. That is, if an invention is protected with a patent registered in the United States, no one can make or import the invention from another country if this import infringes on the U.S. patent. The benefit of a U.S. patent is conferred upon the first to invent.
Marketing Types of Patents
Duration
There are three types of patents: utility, design and plant. Specifically:
A patent expires 20 years from the time the application is submitted to the U.S. Patent and Trademark Office. Under certain circumstances this timeframe can be extended.
Utility – This type of patent is granted to the inventor of a process, a device, an article of manufacture, a composition, or an improvement upon these.
Registration Process
Design – This type of patent is granted to the inventor of a novel, original and ornamental design for an article of manufacture. Plant – This type of patent is granted to the inventor, discoverer or creator of a new plant variety.
An inventor who has published an invention must submit a patent application for it no later than one year after the time of publication. If this is not done, the inventor will lose the right to patent the invention. If this occurs, the invention will “fall in the public domain.” To be patentable, an invention must comply with three conditions.
Patent Research, Early Patents and the “Great Patent Fire of 1836”
databases, cross-references, and off-site storage of patent documents to guarantee that an important part of America’s history will never be lost again.
By Yasmin Tirado-Chiodini, Attorney at Law and Entrepreneur
Patent Research
Early Patents
Today, there are over 50 million paper patent documents stored at the USPTO and available for public access. Patents are also available electronically on the USPTO Web site, www.uspto.gov, which provides a searchable database of patent information. Since October 2000, the database offers all U.S. patents issued since 1790 in the form of searchable patent numbers and current U.S. classifications hyperlinked to full-page images of each page of each patent.
The United States Patent and Trademark Office (USPTO) was created in July 1790 under an order signed by George Washington. On July 31, 1790 inventor Samuel Hopkins of Pittsford, Vermont became the first U.S. patent holder for his invention, an improvement in the “making of Pot Ash by a new apparatus and process.” In 1809, Mary Dixon Kies from Connecticut received the first U. S. patent issued to a woman for inventing a process for weaving straw with silk or thread. In 1845, Sarah Mather received a patent for the invention of a submarine telescope and lamp, a remarkable device that permitted sea-going vessels to survey the depths of the ocean. The Great Patent Fire On December 15, 1836, the patent office resided in temporary headquarters, while a more secure and fireproof patent building was built. It was then that the great patent fire occurred. Despite the fact that the patents were being housed next to a fire station, the hoses and pumps were frozen, and the firemen were unable to prevent the loss. The United States Congress immediately passed a law to aid re-issuing of the missing patents after the fire. About 2,845 such patents have been recovered. In the 46 years prior to the fire, the United States government had issued about 10,000 patents. Congress acted to restore the patents that could be reconstructed from private files and models. The USPTO now keeps duplicate copies, electronic
Patent Professionals Even when the database is available for research, inventors may find themselves overwhelmed with information and may not know what to look for to determine whether their invention is patentable. It is key to properly research and analyze prior patents in order to determine the inventor’s likelihood to file a new patent application successfully. Most inventors employ the services of USPTO-registered patent attorneys or patent agents, who are both licensed to practice before the USPTO to represent inventors. Both Patent agents and attorneys must have a college degree in engineering or physical science (or the equivalent of such a degree) and must have passed an examination called the “Patent Bar.” While patent agents are qualified to research, draft and submit patent applications in representation of an inventor, they are not attorneys and cannot conduct patent litigation in the courts or perform various services, which their local jurisdiction considers as practicing law. For example, a patent agent could not legally draft licensing agreements. In addition, some individuals and organizations that are not registered with the USPTO advertise their services in the fields of patent searching and invention marketing and development. These persons are not considered qualified to represent inventors before the USPTO.
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Marketing attorneys in one or more states in the U.S., before the attorney can practice law legally in the particular state(s). The patent license is granted after the attorney successfully passes a test called the “Patent Bar.” Therefore, when engaging an attorney to assist with a patent, the inventor must ensure the attorney is duly licensed to process patent applications. Commercializing the Invention
The invention must be: Novel – It must be something that has not been invented before. Non-obvious – The invention must not be obvious to other members of the industry. Useful – The invention must serve a purpose. Additionally, the patent must describe the invention in a way in which it would enable others to create it at the time of its expiration. This is termed the “enablement requirement.” Two Types of Application: Provisional and Non-Provisional There are two types of application for a patent: the provisional application and the non-provisional application. The Provisional Patent application has a lower cost, and it is submitted in order to “reserve the invention date” and be able to market it in advance. This also permits the use of the phrase “patent pending,” which gives notice to others that the patenting process has started. The inventor must submit a Non-Provisional patent application within one year from submitting the provisional application. If this is not done, the inventor will lose the right to patent the invention. Notice that the provisional patent does not need to be submitted. This option exists solely to facilitate the protection of an invention while it is being commercialized prior to submitting the Non-Provisional patent application. Cost The agency cost for a Non-Provisional patent depends on the type of the patent. At the time of drafting this article, the agency costs start approximately at $200. The U.S. Patent and Trademark Office charges an additional cost for each claim that the patent states as novel and also for other services. The total agency cost may be $800 or more. The total attorney costs for one patent application are approximately $10,000 to $15,000, but this all depends on the type of invention and the registration process, as each application is unique. The Patent Lawyer It is important for the inventor to know that to practice patent law in the United States an attorney needs a “patent attorney license.” This is an additional license to that required from
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The process to commercialize the invention, license or sell the patent is quite complicated, and this process should be explored prior to investing in patenting an invention. Inventors must think about what they will do with the patent after it is granted, since the cost to obtain a patent is tangible. For example, before patenting their inventions, inventors should consider creating a Business Plan and a Marketing Plan for the invention. This will help them determine what the cost to commercialize the invention will be, if there is a market for it, and what is the potential revenue stream for the invention. It can be very costly to research, invent and patent an invention, so if there is no benefit, other than excluding others from copying the invention, or the invention has no commercial or other promise, the inventor may not wish to pursue patenting. There are many situations where inventors patent their ideas, only to wait for “something” to happen after that. They really do not know how to commercialize the patent or how to sell or license it, yet they have spent the money to patent their invention. Registration Contacts The United States Patent and Trademarks Office (USPTO) regulates the registration of patents and trademarks, and it can be accessed through the Website http://www.uspto.gov. This website offers quite a bit of information regarding the process to patent an invention, and the site even has an “Inventor Forum,” for inventors who wish to patent their own inventions. Conclusion In conclusion, patenting an invention affords protection to the inventor’s idea, and allows the patent owner to exclude others from making, using or deriving profit from the idea. However, it is critical that the inventor understand the cost of patenting and commercializing the idea before endeavoring into investing in this process. Therefore, the inventor should procure appropriate legal and business counsel from qualified providers to ensure patent long-term success and cost minimization. The next articles of the Intellectual Property series will discuss Trade Secrets, Confidentiality and Non-Competition Agreements, as a useful resource to protect a company’s intellectual property from loss during ordinary course of business. Copyright © 2008-2010 Yasmin Tirado-Chiodini. All Rights Reserved. Yasmin Tirado-Chiodini is a business attorney and entrepreneur practicing business law in Central Florida. This article is an excerpt from her book “Does Your Compass Work? Practical Guide for Florida Businesses.” For more information, contact her at Yasmin@Tirado-Chiodini.com or visit www.doesyourcompasswork.com. This article does not intend to provide legal advice. For legal advice, the reader must consult an attorney of their preference. The Patent Reform Act of 2005 would have changed the rule from “first to invent” to “first to file.”
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From Work To Play ORLANDO ARTS & CULTURE By Daniel Fuller Creative Spirit Help Develop Artistic Orlando
Unique Festivals Draw Global Audiences
During the past four decades, the same spirit of creativity that helped develop Orlando’s famed theme parks and attractions has also produced a thriving arts and culture scene. Yet in a region known for state-of-the-art entertainment, this abundant talent — there are more local artists per capita here than anywhere else in the country — sometimes overlooked by residents and visitors alike. A rich, diverse mix of museums, galleries and festivals convey the community’s wide range of artistic sensibilities.
Orlando hosts an impressive calendar of cultural events and festivals each year, many of which are nationally renowned. Pick your medium because all disciplines — performing arts, visual arts, music, film and heritage — are equally represented. Upcoming festivals of note include the Florida Film Festival (April 8-17), Orlando International Fringe Theatre Festival (May 18-30) and for photography fans, Snap! Orlando (May 4-8). There are also numerous must-see events that occur throughout the year, such as Festival Calle Orange, The Annual Bach Festival and the Zora Neale Hurston Festival of the Arts and Humanities.
Visual Arts Paint Infinite Shades Art comes in many shapes, sizes and colors. Do you find tranquility in the pastoral landscapes painted by the masters, their colors muted over time? Perhaps your tastes run more to the bold scenes of rural America, told in fiery colors by folk artists. Or maybe you yearn for the interpretive appeal of contemporary art. From a small, yet powerful, canvas hanging in an art gallery, to the larger-than-life works dotting a sculpture garden, Orlando’s art galleries and museums can be counted on to deliver works that will satisfy your artistic tastes. One of the pillars of the local art scene, the Orlando Museum of Art features traveling exhibitions and permanent collections of vintage and contemporary American art. View the museum’s extensive works, including Ansel Adams images and Andy Warhol prints, while also exploring the sizable African art collection that is part of a permanent exhibit. Don’t miss OMA’s 1st Thursdays party that celebrates the local visual arts and music scenes to an appreciative crowd of 20-, 30- and 40-somethings mixing and mingling. Another Orlando mainstay, the Charles Hosmer Morse Museum of American Art in Winter Park, recently opened a new 12,000 square-foot wing — Laurelton Hall — to the public. The gallery, named after Louis Comfort Tiffany’s famed Long Island estate, includes the recently restored 18-by-32-foot Daffodil Terrace and more than 250 pieces from the home’s original collection. This addition increases the total exhibition space at the Morse Museum by nearly 50 percent and provides the needed space to display these objects, most of which had been previously in storage. And don’t forget about relative newcomer, the CityArts Factory, located in downtown Orlando. The 20,000 square-foot multiuse arts and cultural venue showcases an infusion of local and international works of art, and is home to six independently operated art galleries. It has also helped Orlando in becoming a Mecca for glass art.
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One of Central Florida’s defining cultural events is the previously mentioned Florida Film Festival. The 10-day annual festival is now in its 20th year. In addition to a robust schedule of indie and global movie screenings, the film fest has expanded in recent years to include a culinary component with multiple tastings, celebrity attendees, book signings, forums and parties. This year’s theme is “Freshly Squeezed Indies” which celebrates and salutes everything Florida, especially Orlando.
Arts’ Positive Economic Impact One thing to remember: While locals flock to see the latest indie flicks each year at the film fest — or spend an afternoon pursuing the art museums that make up Lake Haven Park — so do visitors. Maybe it’s a couple from Atlanta checking out the area’s unexpected cultural offerings. Or an international filmmaker traveling to Orlando for the first time. It could even be a group of convention or tradeshow attendees checking out a Mad Cow Theatre production as part of a teambuilding event. These visitors are all participating in a uniquely Orlando event while positively affecting the regional economy. Those activities associated with visiting Orlando — event passes, museum admission, meals, hotel stays, rental cars and entertainment — impact us by providing local companies with renewed business. And those employees with more secure jobs. To discover more about the region’s rich arts and cultural options, go to VisitOrlando.com to order or view the Unexpected Orlando guide.
When It Comes to Energy Efficiency . . . How Does Central Florida’s Largest Law Firm Measure Success?
In Volumes of Savings… At Lowndes, Drosdick, Doster, Kantor & Reed, P.A., becoming more sustainable means measuring what matters…energy savings. Thanks to OUC experts and a range of commercial efficiency incentives, they were able to save energy and save money. By partnering with OUC—The Reliable One, the firm will potentially save up to $67,000 annually.
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Partnering with OUC, our firm was able to realize bottom-line savings, beginning the day we installed the first energy-efficient light bulb.
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– Bill Dymond, President, CEO and Managing Partner of Lowndes, Drosdick, Doster, Kantor & Reed, P.A. Hispanic Chamber of Commerce of Metro Orlando Visión | 23
Visit www.ouc.com/saveyourway or email save@ouc.com
The Hispanic Chamber of Commerce
of Metro Orlando along with the
Disney Entrepreneur Center and its service providers will be moving May,
2011 to our new location at the Fashion Square Mall in Orlando.
New Location:
Fashion Square Mall 3201 E. Colonial Dr. Suite A-20 Orlando, FL 32803 P: 407.428.5870 F: 407.428.5871 E: info@hispanicchamber.net
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www.HispanicChamber.net