March/April 2017 Home Business by Home Business Magazine

H H O O M M E E B B U U S SI NI N E E S S S S

225+ HOME-BASED BUSINESS START-UPS GET STARTED TODAY!

Home-Based Business & Opportunity Magazine

March/April 2017

TRENDS Special Forecast Issue

20+ Trendy Hot Start-Ups for 2017

2017

– Pg. 22

Cutting-Edge Ways to Quickly Grow a Home-Based Business! - Pg. 14

CLICK-BAIT: Online Marketing Technique BUSINESS PLAN Tips to Grow Your Biz TRUMP TALK: 10 Marketing Lessons TAXES APRIL 15TH: Are You Ready? BAN BAD HABITS from Your Home Office SUCCESS: She Fights Through Tragedy to Mentor Millionaires

INTERVIEW: LADY GAGA Her Entrepreneurial Side, Using Social Media, & More… – Pg. 20

Rotovac Offers Profitable Business Model - Pg. 38

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Contents

Magazine

Home-Based Business & Opportunity Magazine

March/April 2017 BUSINESSES & OPPORTUNITIES

How to Write a Business Plan.

Here are top tips.

Small Biz Ad Marketplace.

Classified Ads.

Business Plan: Show investors the potential of your idea or proposal.

HOME OFFICE

Eight Bad Habits to Ban from Your Home Office. Not good for physical, mental or emotional health.

Book/Product Reviews. Hot items for the home office.

Social Media Trends: What will 2017 bring and what do businesses need to be aware of?

FEATURES

MONEY CORNER

The Top Social Media Trends for 2017. The Influencers’ View. Interview with Lady Gaga. On Inspiration for Songs, the Recording Process, Her 5th Studio Album “Joanne,” Her Upcoming Cookbook, and Friends’ and Family’s Influence Over the Album. 20+ Lucrative Start-Ups. Perfect for 2017.

Tax Return Deadline. Is your

small business ready?

Why We Need Financial CPR. Achieve financial security in retirement. Income Taxes: Filing correctly and punctually should always be a priority.

Lady Gaga: “Social media is a series of scrolled images. Image after image of filtered illusions. How do we find what is real?”

WORK-FROM-HOME SUCCESS STORIES

NEWS AND REVIEWS

10 12

Letter from the Publisher. Letters to the Editor & Notice to Readers.

MARKETING & SALES

Marketing 101.

Ten marketing lessons President Donald Trump can teach you.

President Donald Trump: You can’t argue with his marketing know-how.

26 27

The Millionaire Mentor.

Fired Up to Be His Own Boss.

Carpet Cleaning with No Scrubbing.

Saving Postures with a Desk.

Portable Workstation for a Global Marketplace. Marc

Run the City Your Own DigitalTown.

Rosenberg (pictured with his team) is the inventor of The Edge Desk.

47 54

A Green Way to Accessorize.

“Plane Mad” for Aviation.

Love for Beauty and Business.

March/April 2017 | Home Business

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Volume 24 Issue 2, March/April 2017 www.homebusinessmag.com

The Home Business Team ®

Publisher Richard Henderson United Marketing & Research Company, Inc. Editor-in-Chief Stacy Ann Henderson Managing Editor Sherilyn Colleen Publicity Editor Shannah Carol Graphic Services Kara Primm, Slice, Inc. Production Manager Jon Crossley, Ultra Graphics Digital Ad Production Angel Macias, Ultra Graphics Art Direction Richard Rabil Advertising advertise@homebusinessmag.com Phone: 800-734-7042 Shayla Christine http://www.homebusinessmag.com/magazine-advertisng http://www.homebusinessmag.com/online-advertising Distribution Manager Richard Trummer, Curtis Specialized Circulation Bob Kennedy, Cavendish Media Circulation Manager Dennis Porti, Curtis Michelle Ingenito, Curtis Subscriptions Publication Fulfillment Services Int. Call 888-881-5861 - M - F 8am-4pm PST. For International, call 714-226-9782. Fax: 714-226-9733 Email: homebusinessmag@pfsmag.com Print Manager Kris Hayner, LSC Communications Karen Hutchinson, LSC Communications Reprints Betsy White, The Reprint Outsource, bwhite@reprintoutsource.com Mailing Lists www.homebusinessmag.com (Click on “Mailing Lists” to order) Mailing List Manager Paula Dazi, paulad@macromark.com List File Manager Travis McMillian, Lee Coats Newton Digital Media Manager Jim Pappadeas, Epsilon Digital Media E-Readers Bob Mehta, Supremus Group Rachel Unclebach, Libre Digital Internet Manager Rob Thompson, Infoswell Media SEO Tim Schmidt, Search Engine Optimization Experts Social Media Sherilyn Colleen At Your Service Portal Lisa Schneegans, Buzz 360 I T/Computer Operations Jim Easton, letmefixyourpc.com Customer Service Email: customerservice@homebusinessmag.com Phone: (800) 734-7042 Fax: 714-388-3883

LETTER FROM PUBLISHER

Magazine M i

The Rise of “Click-Bait” Channel This Phenomenon into Your Marketing The election of President Trump brought a whole new dynamic to politics and its marketing communications. As a home-based marketer, there are important lessons for you to learn and channel into 2017 business growth. The Trump campaign was truly unique, knocking out a dozen established opponents and then edging past a poll-leading entrenched opponent in the general election. Trump mastered social media to communicate instantly with rapidly expanding market segments. His campaign turned on a dime to capitalize on emerging information and changing electoral landscapes. Grassroots networking efforts were taken to a whole new level that was missed in polling. But one key effort of the Trump campaign has been largely missed by the pundits: their understanding of how people are evolving in the absorption of information. Audiences are saturated and overloaded with information from digital media. Attention spans have dropped to near zilch. This has led to the rise of what is termed “click-bait,” in making communication connections. At its core, click-baits are titles of online articles that are designed to generate clicks, with less regard for the content of an article.

The principles of “Click-Bait” are “ straightforward and easy to implement into

”

your marketing communications.

The Trump campaign quickly mastered click-bait communications, with a mass of information posted online by the campaign and its surrogates. Coordinated click-bait online posts helped to steer audiences away from an opponent’s message or information unfavorable to the campaign, and towards messages and online sources that helped to sell their campaign. It is important for you, as a home-based marketer, to grasp this click-bait phenomenon and in particular how it is changing online marketing. The principles of click-bait are straight-forward and easy to implement into your marketing communications. Successful click-bait requires article titles that are longer and more descriptive than traditional article titles. Click-bait drives readers to make an instant decision to read an article entirely from what they comprehend from the title, regardless of subject content or website context. Because of the subtle differences between click-bait and a general title, a before-and-after example of a title can best illustrate how it works. Here’s an example of a good title before click-bait:

Editorial Leigh Stringer, Steve Casto, Chris Weston, Carly Hannon, Alicia McCarthy, and others.

Distribution Curtis Circulation Company 730 River Road New Milford, NJ 07646 Tel: (201) 634-7400 Fax: (201) 634-7499

Home Business® Magazine Home Business Magazine (ISSN 1092-4779) is published by United Marketing and Research Company, Inc., 20664 Jutland Place, Lakeville, MN 55044. 6-issue Subscription Rates: Domestic $19. Canadian $39. Foreign $59. For Subscriptions: 714-693-1866, M–F Periodicals Postage Paid at Lakeville, Minnesota, and at additional mailing offices. POSTMASTER: Send address changes to Home Business® Magazine, 20664 Jutland Place, Lakeville, MN 55044.

“Earn a Six-Figure Income in a Construction Franchise” And here’s that same title adapted to the era of click-bait: “Burned-Out Millennial Ditches Corporate World to Launch Construction Restoration Franchise – and Earns Six Figures!” When posted online, the click-bait title will generate more clicks. It’s more descriptive and drives an immediate emotional connection with the reader. Do not confuse click-bait with being deceptive. You do not want to hype your marketing message, nor inflate what you’re selling. Rather, understand the importance of how titles and headlines must now draw in prospects and leads. In addition, the article linked to a good click-bait title should be more concise and engaging, to keep your reader’s attention. So employ a little click-bait strategy into your 2017 marketing mix. This is definitely a trend for 2017.

Printed in the United States

Publisher, Home Business® Magazine 10 Home Business | March/April 2017 ®

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www.homebusinessmag.com

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DEAR HOME BUSINESS

H H O O M M E E B B U U S SI NI N E ES S S S

225+ D HOME-BASE RT-UPS BUSINESS STA TODAY! GET STARTED

ess & Home-Based Busin zine Opportunity Maga

February 2017

20+

SUPER SALES Special Selling

Issue

HOT Start-Ups for 2017 – Pg. 22

They include:

table Start-Up 3 STEPS to a Profi 14 me in 2017! - Pg. Social Media Competitors on Explode Your Inco OUT-PERFORM for your Home Biz TIPS G NCIN FINA Home Office a in S DE-STRES al Safety Products keting Non-Leth SIX-FIGURES Mar E-BIZ SUCCESS: Student Invents Air Force uct Ergonomic Prod Vet Flies e h With & Sells It Onlin

Hig The BBQ Cleaner - Pg. 27

RENNER INTERVIEW: JEREMY – Pg. 20 s” “Test Your Boundarie

WWW.HOME

Understand Your Customers If your company or startup conducts business abroad, it’s important to really understand your customers — especially the nuances between continents and cultures. What are the biggest mistakes you could make by not understanding what exactly your American customers expect versus their European counterparts?

BUSINESSMAG

.COM

Constraints Can Bring Out the Best The only time anyone should paint with broad brushes is on the broadside of a barn. Regulations are constraints and constraints require creativity and ingenuity in how businesses and individuals develop products that solve problems. Constraints can bring out the best who strive to solve problems in the face of obstacles. They demand tenacity and resolve and favor those with grit and belief.

* Service That Lags – American customers tend to want immediate and dependable service, versus European users, who don’t mind waiting a week for customer support or a response. * Slow Shipping Options – American users are very willing to pay extra to expedite shipping - whereas European users shy away from it. Give your U.S. based customers this option, which you won’t need with other countries. * Giving Bells And Whistles To Users That Won’t Buy Them – European users like to keep their orders simple and basic, so pushing extras on them simply won’t work. Americans, on the other hand, are more willing to pay extra for “bells and whistles” to make their products more personalized.

Without a doubt, there are regulations that stifle growth. Many could be traced to a bygone era, and antiquated bureaucratic statutes should be relegated and removed. But as we have seen time and time again across industries, the blanket absence of regulation favors the unscrupulous and greedy. The most vulnerable are disproportionately harmed because of wanton disregard for the safety of the consumers, the environment, and stakeholders beyond those who profit.

SoSocio, Dutch application Allowing fans to create greeting cards and photo books using Facebook photos www.sosocio.com

Adjust Your Business Thermostat for Success Where is your ceiling? Where do you feel the limit is on how much you can make? Is your thermostat set to hundreds? Thousands? Millions? Where is your thermostat set? Is your thermostat generally set at the 70s? The low 60s? We need to stretch ourselves and get into that discomfort zone so we can take those big leaps and those bigger risks that lead to those Randal C. Moss and David J. Neff bigger opportunities. Co-Authors of The Future of Nonprofits: Let’s say that your business thermostat is Innovate and Thrive in the Digital Age normally set at 68. If you start creeping up into Co-Authors of IGNITE: Setting Your the 80s, whew! It starts feeling kind of hot over Organization’s Culture on Fire with Innovation here. Often, people can stand it for a little while, www.TheIgniteBook.com but then they go back to what they know, which is that 68. When you do this, you’re only seeing

We appreciate your feedback and work-from-home success stories for review and consideration. Please send both via e-mail to: editor@homebusinessmag.com, or via postal mail to: HOME BUSINESS® Magazine, 20664 Jutland Place, Lakeville, MN 55044. 12

Home Business March/April 2017

12-60 HBM_MARCH/APRIL17.indd 12

the same opportunities repeat themselves again and again. Nothing really grows. Without your sustained, direct action and intention, everything will always shift back to your unconscious thermostat. Allison Maslan, CEO of Allison Maslan International Serial entrepreneur and holistic physician Author of BLAST OFF! The Surefire Success Plan to Launch Your Dreams into Reality www.AllisonMaslan.com

Notice to Readers HOME BUSINESS® Magazine is sold as information only. The publisher, United Marketing and Research, Inc., considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur; consequently, readers using this information do so at their own risk. The publisher has not done a background check on listed companies (which includes advertisers), nor does it know people at all the companies. The publisher cannot assume any responsibility in any manner for the actions of any of the listed companies, and the publisher cannot guarantee the outcome of any correspondence, arrangements, or subsequent transactions the reader may make with any of the listed companies. HOME BUSINESS® Magazine is sold with the understanding that the publisher is not engaged in rendering medical, legal, financial, accounting, tax, or other professional service. If medical, legal, or other expert advice and assistance are required, the services of a competent qualified professional person should be sought. The publisher, United Marketing and Research Company, Inc., assumes no responsibility for any changes of offers, nor for any companies/advertisers that may go out of business. All correspondence regarding questions or problems on a company’s (including advertisers) program, products, or services should be directed to the company, not to the publisher. Advertisers and advertising agencies assume liability for all contents of advertising and for any claims arising therefrom. It is up to the user of this publication to investigate the product or service offered, and to make sure the company is reliable and that the product or service meets the user’s requirements. United Marketing and Research Company, Inc., is not responsible for the delivery of merchandise, starter kits, supplies, or other products and services ordered from advertisers. ©1993-2017. Reg. # 4180563 and 4145799. TRADEMARKS: Home Business, Serial Number 74/713646 and Home Business Magazine, Serial Number 75-086596, issued by the United States Department of Commerce, Assistant Commissioner for Trademarks. Mark Type(s): TRADEMARKS: Conform to the minimum requirements set forth in 37 C.F.R. Sec. 2.76 (e); and formal requirements set forth in 37 C.F.R. Sec. 2.76(b) and (c). All rights reserved. No part of HOME BUSINESS® Magazine may be reproduced, stored in a retrieval system, or transcribed, in any form or by any means, photocopying, electronic, mechanical recording or otherwise, without prior permission in writing of the publisher, United Marketing and Research Company, Inc., Lakeville, MN 55044. Articles appearing in this publication express the opinions, experience, and research of its authors and not necessarily the opinion of HOME BUSINESS® Magazine. www.homebusinessmag.com

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13_HBM_MARCH/APRIL17.indd 13

2/2/17 12:27 PM

The Top Social Media Trends for 2017 The Influencers’ View

F E AT U R E

By Talkwalker.com

016 was a big year for social media. From Facebook’s big push in live video, to Instagram muscling in on Snapchat’s stories format, the tussle between social networks has been fierce as each platform battles for a share of your attention. We’ve also seen social media affect globally significant events like the “Brexit” referendum in the UK and the US election, as politicians wised up to the impact social networks can have on public opinion. We’re now spending almost 2 hours a day on social media or about 15% of our time awake. So what will 2017 bring and what social media trends do businesses need to be aware of this year? That’s the question we posed to some of the biggest names in the social media world including Rand Fishkin, Michael Stelzner, Marsha Collier, Ian Cleary and many more. Here are 8 trends they expect to see this year. #1: The Power of Social Media Giants Will Increase It’s no secret that the giants of social media world want people to spend more time on their networks and not your own website. As user numbers grow and internet users spend an increasing amount of time on social platforms, it’s time for social media marketers to work out how this will affect their strategy in 2017, according to Michael Stelzner (@Mike_ Stelzner) and Eric T. Tung (EricTTung).

Michael Stelzner: “Algorithms, bots, artificial intelligence and people working for very big companies will destroy the business models of people who produce content by disrupting the free flow of information. In the very near future, information flow will be filtered and measured and censored in the name of “reducing clutter” and revealing “only what’s important.” Facebook will decide what you see. Google will serve up only the content that complies with its rules and are housed on its servers. Email solutions like Gmail and Yahoo will tighten their own algorithms so even reaching the inbox is at risk.

The information distribution highway will have toll stations that must be paid for by those who create content. If you Successful businesses will need to adapt to the ever-evolving social want your content media in 2017. seen, you’ll need to house it inside the companies that control the collateral it’s become. We probably won’t see toll stations. Google, Facebook, LinkedIn and GM or AT&T doing BuzzFeed-like video more will incentivize content creators to not stunts, but people will be less and less tolerant link to off-site content. These large businesses of marketing crap.” will become the equivalent of the 1990s AmerWhat to do next: Understand exactly ica Online — a type of “Hotel California,” what’s working on your social channels and fowhere you can enter but never leave. Traffic to cus on providing helpful information in a forwebsites will decline and blogs will shut down. mat that works. Resource: “The Social Media Gone will be the days of information flow and Reporting Template” (https://www.talkwalker. true information freedom. The future will com/blog/the-social-media-report-templateonly be more controlled, more filtered and less for-b2b-marketers) open. Are you ready for the change?”

“

Algorithms, bots, artiﬁcial intelligence and people working for very big companies will destroy the business models of people who produce content by disrupting the free ﬂow of information.

”

12-60 HBM_MARCH/APRIL17.indd 14

The issue of “fake news” came to the fore towards the end of 2016 with Facebook in particular feeling the force of public backlash. Rand Fishkin (@randfish) and Gini Dietrich (@ginidietrich) believe the likes of Facebook and Twitter will make a concerted effort to stop this phenomenon from spreading this year.

Eric T. Tung: “Social media in 2017 will continue to change and consolidate. We’re going to see more acquisitions, as power continues to collect in the hands of a few, and smaller players who can’t monetize will be left behind. Devices will be more integrated into marketing and entertainment, and augmented reality, virtual reality, and 360 video will become mainstream. Twitter and Yahoo will become shells of their former selves and become acquired.

Rand Fishkin: “I expect social media platforms in 2017 to at least face and possibly

And companies will need to reformulate social strategy and content strategy to provide more levels of education and entertainment, rather than the thinly-veiled marketing

Verify the validity of every piece of news before sharing it.

Home Business March/April 2017 ®

#2: The Fight Back Against Fake News Will Begin

Continued on page 16

www.homebusinessmag.com

1/30/17 7:04 PM

“ I ‘Retired Early’...

Then Made $27,000 Part-time in a Business of My Own.” “$2 000 P “$27,000 Part-time i iisn’t ’ b bad d ffor a guy who h quit i hi his job. I ‘retired early’ from the insurance and securities business, now I make good money part-time with Pace, and have as much work as I care to handle.”

— A true story by a very happy Pace distributor. I’m still amazed how things have “changed since I became a Pace Distributor! Let me tell you how it all started... When the national “economy wasn’t going

The first year I did 15 roof jobs. Almost too well, I decided to double that the second get out of the business year, and had a huge I was in. I had given backlog. Most of these some thought to were big jobs like the retiring, but was really county home, the too young for that. Chevy-Buick garage, Well, it so happened bank building, city my own commercial hall. Big jobs mean big building had a money! leaky roof. Roofing “The business I used to contractors prices be in had been pretty were literally sky high! good to me, but I had Then I remembered to work both nights an article about Pace and days. With Pace, Products and how business just seems with their exclusive to fall into your lap. Seamless Spray process I don’t really do any you could actually promoting or ‘selling’... bypass high priced most of my sales come contractors. I sent for from referrals, and my their literature, saw phone is ringing all the how easy it was to sell, time. and I wound up doing “What I like to tell the roof myself using people is that Pace Pace products and offers a fine income know how. opportunity. You can “Well, word got around start working as little about how much as two hours a week, money I had saved then go full time when and that opened a your income exceeds whole new world of your regular job. opportunity. Ever since What our successful then I’ve been like a Pace distributor is cat on a hot tin roof? too modest to say is

”

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that he actually did over $100,000 worth of roofing business last year, in spite of living in a depressed farming area! And that’s working less than half of the year, leaving the rest of the time for his family and other interests. What makes Pace such a good business is that it costs a fortune for schools, hospitals, plants and other commercial buildings to have roofing companies repair or re-do their roofs. Pace bypasses the roofer — lets the building owner apply Pace Seamless Spray right over the old roof... and the smallest Seamless Spray order earns you over $2,000 in commissions. Pace ships the Seamless Spray equipment on Free Loan. Your customer pays only for the roofing products. His own men apply it (or if you want to make even more money, you can handle the application too). It’s as simple as that.

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1/31/17 7:59 PM

The Top Social Media Trends for 2017 Continued from page 14

see this affect their marketing plans. Be diligent in making sure, at this time next year, we have beat this “trend.””

F E AT U R E

tackle some of the most controversial and challenging aspects of the amplification they provide. Specifically, I think we’re going to see Twitter double down on features that limit abusive aspects, and Facebook to address the issues of fake news, false claims, and inaccurate “facts” on their platform. Google has already worked on this to a degree with their algorithms focused on accuracy (as reported by NPR). My expectation is that amplification of false information will become more difficult, and that abusive and threatening behaviour will as well. One might have hoped that this would be addressed earlier in the life of these platforms, but I think the executives at Facebook and Twitter required the powerful catalysts of 2016 to prioritize modifications.” Gini Dietrich: “While this isn’t a trend I want to see take hold, if the U.S. presidential election has taught us anything, it’s that fake news sells. And what does that mean to marketers? Those executives and business owners who are willing to do what it takes, no matter if it’s ethical or not, will undoubtedly apply similar tactics to their marketing plans. The list of potential motives is endless: Anti-corporate

What to do next: Stay vigilant and regularly monitor social media and online news for fake stories that could affect your brand or even your industry. Resource: Talkwalker’s free social media search (https://cms.talkwalker.com/social-media-analytics-search) #3: From Social Networks to Social Messaging Brands should focus on generating engaging visual content.

activism, unsavoury union tactics, competitive harassment, dissatisfied shareholders, unethical stock traders, even ethics-challenged, bottom-feeding PR practitioners. It’s up to marketers to do three things — and be vigilant about them: 1) Verify the validity of every piece of news before we share it anywhere; 2) Build an internal discussion around what to do if a competitor spreads fake news about our organizations or executives; and 3) Refuse to do work with anyone who wants us to do this. This isn’t a trend just for the United States. Every part of the world will

While the ever-increasing usage of social networks is a regular feature of online news, user numbers pale in comparison to social messaging apps. As French social media influencer Isabelle Mathieu (@isabellemathieu) points out, the biggest social messaging apps now have a larger community than the biggest social networks, with market leader WhatsApp hitting the 1 billion user mark in February 2016. Isabelle Mathieu: “Until recently, companies had focused their efforts on social networks but in 2017, they will start investing massively in social messaging applications. These apps have a wide audience and offer several

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attractive features to brands for e-commerce and client support, for example, which allows for economies of scale and the creation of new types of user experience. Let’s not forget that the four main messaging apps (WhatsApp, Facebook Messenger, WeChat, Viber) together have a wider community than the four main social networks (Facebook, Twitter, LinkedIn, Instagram).” What to do next: Start researching ways your brand can reach customers and prospects through messaging apps. Resource: “What Marketers Need to Know about Chat Apps” (https://hbr.org/2016/06/what-marketersneed-to-know-about-chat-apps) #4: More Targeting and More Integration With ever-growing numbers of people using social networks, the level of noise on social media is also increasing, making it harder and harder for brand messages to be heard. Dave Chaffey (@DaveChaffey) and Neal Schaffer (@NealSchaffer) predict that this will lead to a greater need for targeting messages using smart technological integrations and better social media tactics.

Dave Chaffey: “Social media doesn’t exist in a vacuum, although it is sometimes managed in such a way that it is with limited integration with other parts of marketing. In 2017, I’m expecting to see more use of services and APIs to integrate social media with CRM, Marketing Automation and social media prospecting and retargeting ad platforms. For example, we use Clearbit to understand and interact with our B2B audiences on social media. Connections between social media and CRM or retargeting apps to give opportunities for ‘hypertargeted’ personal messaging are possible via API services like Zapier, Piesync or Automate.io. A consumer example of hypertargeting is when Vauxhall Motors partnered with Twitter to send personalised videos to football fans via DMs from players in the

Devices will be more “ integrated into marketing and entertainment, and augmented reality, virtual reality, and 360 video will become mainstream.

”

need to graduate “Brands from throwing money at people with large networks and instead focus on inﬂuencers that truly help them meet their objectives.

”

Northern Ireland, Scotland and Wales national teams, thanking them for their ongoing support. The individual targeting of the personalised content will be sent out on the platform over a two-week period.” Neal Schaffer: “2017 will continue to see an evolution of the many things we saw in 2016, so rather than it being a revolutionary year, it will be an evolutionary one. That being said, my advice for businesses who want to maximize their social in 2017 to adapt to this evolution would be the following. Influencer Marketing: Brands need to graduate from throwing money at people with Continued on page 18

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The Top Social Media Trends for 2017 Continued from page 17

F E AT U R E

large networks and instead focus on influencers that truly help them meet their objectives. If it’s SEO you’re looking for, you don’t need to be targeting Instagrammers and instead might want to focus on bloggers who may or may not be an “influencer” in social Incorporate virtual and augmented reality in your marketing media. On the othstrategy. er hand, if brands would celebrate their fans more often in social media, these #5: The Social Storytelling Evolution brand advocates can become influencers in Good storytelling has always been a key their own right, and this is the approach that component of effective marketing, long before I recommend to brands before investing in social networks even existed. But social media transactional influencer relationships versus innovations are changing the way audienclong-term mutually beneficial brand advocaes consume stories and Andrew Hutchinson cy relationships. (@adhutchinson) and Pratik Dholakiya (@ Paid Social: The days of organic social DholakiyaPratik) both predict that brands will media success are over. It’s not a question need to keep up with the evolution of social of paying for playing but of how much you storytelling if they want to remain relevant. pay to play. In order to do so, you need to create your own revenue attribution model Short-lived content such algorithm, measure, and optimize. Failing to create rational attribution models keeps as self-destructing content many brands from underinvesting in social on Snapchat (and now on and missing out on opportunities to leverage Instagram) is another trend that the communities and data (custom audiencwe can watch out for in 2017. es, et. al.) they already own.

“

Visual Content: In 2016, content was a commodity. That is, the written type of content was a commodity. Brands should focus less on quantity of written content (blogs, et. al.) and instead have a “less is more” approach by focusing on quality. However, visual content is not a commodity, and this is where brands should be investing more of their budgets, whether in user-generated campaigns to source photographic content, creating more and more videos, or doing more and more live streams. This visual content area will help you truly cut through the noise and be heard.” What to do next: Revisit your influencer marketing and visual content strategy and see how it can be improved. Resource: “Why Visual Listening is the Next Big Thing for Marketers” (https://www.talkwalker. com/white-papers/why-visual-listening-isthe-next-big-thing-for-marketing) 18

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”

Andrew Hutchinson: “In 2017, we’re going to see more emphasis on ‘social storytelling’ to help better engage audiences on social platforms. Now, storytelling is nothing new of course — it’s been a key part of how we interact since the dawn of time — but new uses of social, like Snapchat Stories, which add more context and immediacy to what we share, are changing audiences’ expectations on how we communicate our messages. The trend is best exemplified by Instagram copying the Stories format — Instagram says 100 million users are already using their Stories feature every day, while more than 50 million use the same function on Snapchat. In addition to this, Facebook’s testing out ‘Messenger Day’, a similar social storytelling tool within Messenger, while Twitter recently opened ‘Moments’ to all users.

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Right now, this might not seem like a big deal, but cumulatively, that’s a lot of younger users engaging with this format, and younger users are the ones who drive future trends. Given this, it would be beneficial for brands to start investigating and putting into action steps to add more storytelling elements into their social marketing plans — more immediate, multi-scene narratives that help better connect users to their brand story and purpose, which really works to enhance the “social” element.” Pratik Dholakiya: “Just like curiosity killed the cat, over-sharing can mar all your content marketing efforts. People tend to sway towards bite-sized pieces of information that catches their fancy. So something on the lines of micro-blogging, short and succinct posts or Snapchat stories for that matter, can become a huge trend in the time to come. Similarly, the expertise of social media influencers is all set to expand in the travel and tourism sector. They may be invited to go on junkets and share their experiences using the latest features on social media viz 360-degree videos, live streaming, vlogs, etc.

Trust in a digital “ environment where every step we take is a studied one and where everything can be controlled, altered and manipulated presents both a challenge and an opportunity.

”

Additionally, social media reaction buttons are the ‘next big thing’ for various channels. We have already seen them on Facebook and how marketers can use them to increase user engagements on a page or a post. In the near future, we can definitely expect something similar. Short-lived content such as self-destructing content on Snapchat (and now on Instagram) is another trend that we can watch out for in 2017. The posts may be conditioned to expire in say, an hour, a day or in a couple of days. Another trend that I think we would see is the use of chatbots. With the latest technologies in tow, they are becoming more impressive and I wouldn’t be surprised if we have a LinkedIn chatbot in place soon.”

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Continued on page 52

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Interview with Lady Gaga Courte Cou rtesy s off Re RReu eeuuter te s

On Her Inspiration for the Songs, the Recording Process, Her 5th Studio Album “Joanne,” Her Upcoming Cookbook, and Friends’ and Her Family’s Influence Over the Album

F E AT U R E

By Ken Summit / The Interview Feed

op singer-songwriter Lady Gaga came out with her fifth studio album “Joanne.” On this record, Gaga goes out of her way to try to connect with her fans by digging deep into her emotions to pull out her most painful feelings and letting them out in music. She talks about her inspiration for the songs, the recording process, her upcoming cookbook, and friends’ and her family’s influence over the album.

with what the first single should be. “Perfect Illusion” just stood out with its energy, and it has a bit of anger and rage in it, which is something that I feel and it’s something that I feel people can be healed by. Once you start feeling less ashamed of your rage, you can let loose and navigate what is real and what isn’t. That’s what “Perfect Illusion” is all about.

Q: What was more work? Passing your driving test or doing the record, “Joanne”?

album, I become the music. Every time I wear something, it’s an expression of how I feel inside.”

LG: The record (laughs). Absolutely. It’s like open heart surgery to do a record. You have to dig deeper and deeper. It’s painful, and then when it’s over you’re healed again. Q: Was the plan to come out with a big single like “Perfect Illusion?” LG: You know, we didn’t have a big plan

“Every time I make a new

– Lady Gaga

Q: What are you raging about? LG: I’m raging with who I’m singing to and all of the confusion. It’s really not against

Per Lady Gaga, “You have to dig deeper and deeper. It’s painful, and then when it’s over you’re healed again.”

anyone. There’s nothing hateful intended on the record or accusatory. This record is about how we generally are experiencing life. Social media is a series of scrolled images. Image after image of filtered illusions. How do we find what is real? When you compare that to

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Q: You are one of the most influential people in the world, on social media — when you put something out there, I don’t know how many people you have following this and being influenced by your work. Do you want to make sure you’re putting out a positive message, “Hey, we’re all in this together?”

“Sometimes it feels bad to be lonely.” – Lady Gaga

LG: Yeah, of course. It’s through our understanding that we are all struggling that we become the same. The division and the filters go away, because we say, ‘I’m not sure who you are and you’re not sure who I am, so let’s just drop the illusion and look into each other’s eyes and talk.’ So “Perfect Illusion”, even in the video, as well as the lyrics and the song, is about a raging desire for human connection.

Q: In previous years, there were so many iconic things about yourself — the fashion, what you’re wearing, and what you are doing. It seems to me like you’re getting a bit more natural, like looking in the eye, like you said before, more real. LG: Sure, it’s just where I am now. It was where I was before and I’m here now. Every time I make a new album, I become the music. Every time I wear something, it’s an expression of how I feel inside.

“Social media is a series of scrolled images. Image after image of ﬁltered illusions. How do we ﬁnd what is real?”

According to Lady Gaga, “Once you start feeling less ashamed of your rage, you can let loose and navigate what is real and what isn’t.”

– Lady Gaga

Q: You’re always surrounded by people. This is probably ninety-five percent of your life. Do you make sure that the five percent of the time when you are on your own, that you make it worth it? LG: Just because there’s a lot of people around doesn’t mean you don’t feel lonely. I’ve been in a room with a hundred people, a

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Coouurte Cou rtesy of of Reu Reuter errs

real-life relationships and what we see on the news, then you start to say, ‘Maybe it’s possible. Should I accept the fact that not everything that I am seeing is reality?’ This is the point of that song. It’s about acceptance.

thousand people, twenty thousand people, and I still feel lonely. That’s because of the barrier, the “perfect illusion” they see. That’s what this song is all about. I’m just like you. This is my job. Q: You said it feels good to be lonely. Do you like it? LG: You can, at times. And other times, it Continued on page 56

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20+

Lucrative Start-Up Ideas for 2017

Appliance Repair Specialist: After years of use, appliances may become affected by wear and tear. If you have worked in the appliance industry or have taught yourself how to fix appliances from DIY YouTube videos, your expertise can come in handy. Contact appliance stores in your area to team up on their customer calls and be their valued specialist for the problem appliances. If you have even three stores you partner with, the business will be booming.

College Counselor: Most colleges and universities have counselors on campus, but students feel wary of confiding to a person affiliated with the institution in fear of embarrassment or retribution. Many parents will search out counselors to advise their children on managing their course load, maintaining a healthy social life, and having a balanced mental and spiritual self throughout college. Counselors can also advise on future career paths, personal development, and resume-building activities to partake in.

Baker: Many people dream of never leaving the kitchen, and are saddened at the prospect of commuting to a nine-to-five tedious position. You can start a tasty business baking breads, pastries, and desserts, and never have to leave your rolling pins behind. Invest in high-quality kitchenware and appliances to have a smoothly-run baking business. Set up a Facebook group and invite friends to taste test your baked goods before broadcasting them in the food industry.

Commission-Only Salesperson: Have you always had a talent for selling products, making connections, and bringing in income for companies? Some people turn away from commission-based sales positions out of fear of failure, but if you target promising startups and innovative products, your talents can bring in the business. Once you have one especially phenomenal product or company on your resume as a referral, you will gain new clients to sell for, and your profits will multiply over time.

Bicycle Repair Specialist: Whether for recreational riding, competitions, or intensive workouts, many people travel far distances via bicycles, and over time, they will need to be repaired. Fixing up bicycles can be done all year round. Take advantage of the winter lull and advertise storage services for customers that include tire pumping and mechanical repairs. If you are particularly skilled in painting, practice painting snazzy designs on bikes, and launch a duo bike repairing/painting service.

Consultant: Are you skilled in public speaking? Teaching? Relationship therapy? Started a successful franchise? Your experience can be enough for you to turn a skill into a thriving business — without a degree. Upload videos on your website of you demonstrating your accomplishments in a certain skill and relay how you can help the viewers improve an aspect of their life. Your tried-and-true experience will help customers avoid common pitfalls and have a quicker road to success.

Blogger: People of all writing levels can become bloggers and write posts for readers of all interests, whether that be architecture, travel, pets, home improvement, cars, or even specific breeds of dogs. Once your blog gains popularity, you can offer advertising opportunities on your webpage (banner ads, giveaways) as well as sponsored article posts to bring in money. Make sure to update your site frequently with entertaining content to keep visitors coming back for more.

Business Plan Specialist: Perhaps you’ve researched and launched a couple businesses that failed, and some that found success. Use your knowledge of drafting business plans to help others. Set up a website and market your business plan, which will include research on demographics and the industry, financial projections, and a summation of the business concept. Have it be an all-in-one package, and make sure your website has sample proposals available for prospects to review.

Car Salesperson: Start your own car flipping business by purchasing cars, getting them detailed, making minor repairs, and selling them for a higher price. There is high risk when flipping cars, as the investment is a large amount of money when the cars are not guaranteed to sell, and you can be left with a car you will have to store or get rid of. Once you become skilled at marketing the car and closing deals, the income potential is great for brave entrepreneurs.

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10. Freelance Bike Delivery Person: Lace up your tennis shoes and stretch out those hamstrings — being a bike delivery person is a fantastic way to burn calories and rake in the bacon. Bike messengers can make great income delivering food, mail, or personal items for businesses and individuals. Carry around face wipes, deodorant, and a hair comb to maintain presentation while on the job. Time your deliveries well so the items arrive on time, if not even a bit earlier than expected. 11. Freelance Content Marketer: Digital marketing has taken industries by storm and content marketing is now “king”. If you have a knack for writing quick pieces about a large variety of subjects, this flexible position can be right for you. Some brands request content marketing that creatively details the services of their businesses. Other companies may request a more secretive and organic approach — plugging the name of their business into related articles via links, to draw traffic to their site. 12. Graphic Designer: Businesses large and small hire on freelance graphic designers for projects, whether that be creating brochures, postcard advertisements, product catalogs, display signs, or postal mailers. Clarify with your clients what color schemes, layouts and vibes they are looking for. Make sure you choose quality paper and cost-effective printing systems to save on costs and create a high-quality product. Reach out to magazine publications, restaurants, department stores, and online shops to start gaining customers. Continued on page 24

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How To Make Money With Non-Lethal Self Defense Products? For 29 years, 1000’s of people have made $5000, $10,000 a month and more by selling the 500+ much in demand, non-lethal, self-defense products provided by Safety Technology. Here are 7 WAYS you can make money with our products.

6. SELL TO BUSINESSES - Sell surveillance cameras to convenience stores; stun batons, Tasers or metal detectors to bars and nightclubs; pepper sprays or personal alarms to hospitals for their nurses, etc. All these things have been successfully done by other Authorized Dealers…plus more!

1. SELLING AT GUN SHOWS - There is no better way to sell anything, then face to face. Selling at gun shows allows you to put your products in front of people who are definitely interested in defending themselves, their families and their home.

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There are many other ways to sell these self-defense and surveillance products. How would you sell them?

3. SELL AT FLEA MARKETS AND SWAP MEETS - Another great way to get the products in front of people. The advantage here is costs less and can do it at the same spot every weekend. Some flea markets even allow you to set up permanent displays. 4. SET UP ROUTE OF GUN STORES, PAWN SHOPS, NAIL SALONS, BEAUTY SALONS - We suggest starting with our pepper spray displays as a way to get your foot in the door. Great way to receive residual income...money on a regular basis because the stores reorder. 5. AUCTION SITES, SUCH AS EBAY AND AMAZON - One way to get your products exposed to a very large number of buyers is to sell on eBay and Amazon. Not only are the auction sites good for selling products, but also lead generation.

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Authorized Dealer at Gun Show

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20+ Lucrative Start-Up Ideas for 2017 Continued from page 22

13. Household Organizer: Many people lack the capabilities or time website to profile your background and personality, to show to properly organize their living spaces. Stock up on storage containers, you are a trustworthy and qualified candidate. Make sure to folders/filing systems, gloves, antibacterial wipes and a duster. Offer to have a reliable cell phone, laptop and car. organize and lightly clean the spaces for an hourly rate. Make sure to consult with the homeowners about how they want their rooms orga- 19. Photographer: Build up your Instagram profile with portrait shots, event pics, and landscape images! In this day and nized, and give options of different ways it can be achieved, so they are age, photographers can explode online once images go viral. left with a system that works with their family’s behaviors and activities. Many photographers find great success in the wedding indus14. Makeup Artist: Have a passion for makeup and making people try, which is always booming with demand. You can also be a dazzle? Use your makeup skills to become a successful makeup artist headshot photographer, which makes great money in the enterfor weddings, commercial shoots, modeling projects, or even celebritainment industry. To gain training and build a portfolio, join ties. Model Mayhem is a good place to start when looking for clients. an online community like Model Mayhem and offer TFP (trade After working on photoshoots, you will build a portfolio and gain refor print) shoots. ferrals through the models and photographers. Purchase natural and high-quality creams, powders, mascaras and eyeliners to impress your 20. Soap Maker: Buying handmade products is the major trend nowadays, and people are especially drawn to all-natural ingreclients and create a top-notch final look. dients, and turn away from mass producers of personal prod15. Marketing Copywriter: Do you have a knack for coming up with ucts to protect their health. Practice making soaps with “green” catchy taglines, summarizing long pieces of writing, and presenting ingredients, and then test out different scents and learn how various tones based on the intended audience of an article? Turn these to draw attractive patterns with vibrant colors on the soaps. talents into a profitable venture. Business owners reach out to copyConsumers will pay extra for the quality, the soaps will still be writers online to write copy for newsletters, emails, brochures, flyers, very cheap to make, and you can run your business out of your and postcards. To outshine the competition, take an online graphic dehome. sign course or use a site like Canva to help actually design the digital 21. Task Accomplisher: Check Craigslist and you can see varand print marketing tools. ious postings under the “gig” section requesting the services of 16. Medical Billing Specialist: Doctors and physicians are paid by a laundry folder, a fridge deliverer, or a window washer. Many health insurance companies through a system of medical billing. If you people dislike doing manual labor and will outsource a person are a fast typist, critical thinker, quick learner, and work well with peoup to the task. Keep an organized spreadsheet of local clients ple, take an online course to learn how to provide medical billing seryou have worked with, to send out monthly email reminders vices for hospitals or urgent care clinics. You can be involved in fixing that you are available and ready to run errands. Over time, you disputes, calling patients about invoices, checking on claims that are will be racing around town each day for a long list of clients. outstanding or have been rejected by insurance companies, and offer 22. Web Developer: Learn how to build websites by taking oncoding services. line courses and studying up on JavaScript, HTML, CSS, SQS, 17. Paper Shredding and Recycling Specialist: Though our Python, PHP, etc. As learning this skill will take time, consider society as a whole has “gone green”, there is no avoiding the necessity of becoming trained in WordPress and offer simple online editing having hard copies of important documents kept for security purposand content management services to supplement your income. es. Should a client decide to leave a business’s service, oftentimes the With companies forming daily and website creation always in law dictates that their private information has to be properly destroyed. demand, you will find attaining clients to be easy. Consider If identify theft or fraud occurs against the individual, authorities can marketing your services on a site like UpWork to reach indetrack down the source of the leaked information. Emphasize that your pendent businesses and professionals. business will recycle all shredded documents. As we enter the second quarter of the year, consider launching one 18. Personal Concierge: A concierge will take care of the day-to-day of these freelancing gigs or home-based businesses. Pinpoint what tasks that busy professionals or celebrities cannot find time to accom- you are most skilled at and find a career that meshes well with your plish. Successful concierges have an agreeable personality, go-getter disposition. For additional information on starting a home-based attitude, will get the job done in a timely manner, and are not wary business, visit www.homebusinessmag.com and www.homebusiof working late into the night. If you thrive under deadlines, set up a nessexpo.com. 24

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1/31/17 6:22 PM

SUCCESS STORIES

The Millionaire Mentor Serial Entrepreneur Fights Through Tragedy and Launches Profitable Businesses By Sherilyn Colleen

ebecca Howard launched her first business, Bella Bambino Nannies, when she was just 23 years old. This company has become widely recognized as a great source for nannies and domestics in the United States. Howard’s other business, ACME Flood, was started by her husband Steve Howard. In 2011, Steve tragically died shortly after Howard gave birth to the couple’s third child. Walking through the grief and devastation, Howard knew she had to take over her husband’s business in order to continue to provide for her family. She has successfully taken ACME Flood from a failing company grossing in the mid six figures annually and in steady decline, to what ACME is today — a multi-faceted company with gross annual sales well over four million and still growing! 17 years of business experience has made her into what she calls “The Millionaire Mentor.” While Howard is still hands on with Bella Bambino Nannies and ACME Flood, she also oversees her many investment properties and

is now presenting herself as “The Millionaire Mentor.” As The Millionaire Mentor, Howard is often called upon by business owners who already make six figures, but would like to push through the millionaire mark. Howard’s intuitive approach to team building and branding has created a system that is customizable to anyone who is looking to make huge financial strides within their current business. The serial entrepreneur is available one-onone, or as a keynote speaker to show homebased business owners the fun and effective ways she has been wildly successful at setting up businesses that run themselves. Running these businesses has allowed Howard the creative freedom to expand and develop even more streams of revenue per each business. A holistic approach to building business allows Howard’s clients to connect their mind/ body/spiritual health in order to tap into vital resources that they did not know they had. She teaches an “out of the box” method which is simple, yet guarantees continued connection

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Rebecca Howard is the founder of Bella Bambino Nannies.

to the abundance that is available to every business owner. Howard’s story recently garnered national media recognition when she appeared on MSNBC and received a congressional recognition letter from Darrell Issa. She can help business owners to achieve all and more by following her mind, body and spirit approach. To book a consultation with Howard, please call: 7606443768.

www.homebusinessmag.com

1/30/17 7:47 PM

“Plane Mad” for Aviation

Young Pilot and Rising Business Star Launches Aircraft Remarketing Startup By Carly Hannon

ames Moon is a young entrepreneur, passionate aviator and dedicated philanthropist. At the age of 23, Moon is considered a rising serial entrepreneur and business tycoon within the business world. Moon left school at the age of 16 to pursue a career in aviation; seven years on he’s flying high with boundless ambition. Having made it as one of the UK’s youngest pilots at only 17 after breaking his spine, today the former pupil of Dame Allan owns Moon Jet Group, an aircraft remarketing startup that has offices in the USA, Australia, Germany and Italy, as well as the UK.

Selling new and secondhand aircraft around the globe from its Newcastle Head Office, Moon Jet Group assists an array of customers ranging from airlines and private jet companies, to high net worth individuals. Moon, 23, says he founded the business because of the massive niche that existed for a “unique, personalised international aviation firm, driven by the needs of its aircraft clients”.

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Launched in May 2015, following two years of extensive preliminary work and planning, Moon has put every pound he’s ever had into growing the firm and taking it to new heights. This year the hard work has paid off considerably. Moon Jet Group landed a $168M deal selling two Airbus A330s, levelling the enterprise up as “the largest aircraft remarketing firm in the world” – which is not bad, considering the company is less than 18 months old.

James Moon is the founder of Moon Jet Group.

“Plane mad” Moon describes his love for aviation as “infectious”, with the passion of both him and his 13 employees being the attribute that sets the business apart from its competition. Yet the young entrepreneur remains committed to scaling further heights and increasing sales next year. “The A330s deal was massive for the company but we have to keep standing out”, explains

Moon. “We’re a unique North East firm, attracting worldwide clients in a unique market but we want more!” The business hopes to continue growing throughout 2017 through beginning aircraft charters in Australia, the USA, and the UK, as well as making an increased amount of aircraft sales of all various types to clients worldwide. Visit www.moonjetgroup.com.

March/April 2017 | Home Business

1/30/17 7:48 PM

BUSINESSES & OPPORTUNITIES

How to Write a Business Plan Tips to Effectively Present Your Idea to Stakeholders The Instant Group

or even the most organised and motivated entrepreneur, writing a business plan can be a daunting task. After all, your business plan, or business proposal is your first opportunity to make critical evaluations of your idea, and to view it from the perspective of different stakeholders. You can find a host of business plan how-to articles and even great templates online, so in this article, Instant Group discusses some of the universal best practices that apply to any business plan. To get the ball rolling, let’s take a broad view of the essential information that needs to be in your business plan: 1. Explain your value proposition: What unique value will a buyer get from your product or service?

that you have critically considered the challenges and milestones that your business idea needs to reach, in order to become profitable.

A business plan is the ﬁrst opportunity to make critical evaluations of your idea.

Write in a Professional Tone Tone has a massive impact on the reader and strongly influences how he or she might interpret and react to your writing. For this reason, it’s vitally important that you understand the tone that a business plan should be written in.

“Your business plan is not the place to showcase design or typographical skills.”

■

2. Explain your position in the market: What about the market in which you want to trade has created a gap that your product or service can fill? 3. Define your competition: Which products or services will you be competing with and why do you think you have an advantage? 4. Make accurate financial and timeframe predictions: If done astutely, this information shows investors and stakeholders

Be succinct Even in sections that warrant a more detailed approach, be absolutely sure that you are not rambling or using more words to make a point than necessary. Failing to get straight to the point can cause a reader to disconnect, before you’ve even made your proposition. After writing a first draft, read through your work several times and cut any copy that isn’t absolutely necessary. If someone wants more information, they will ask.

■

Avoid “fluffy” adjectives and superlatives Words like “awesome”, “incredible”, “unbelievable”, “most” and “best” have no place in business plan writing. Words like these will make your document feel unprofessional, unrealistic and inflated. Remember, your business plan is not a piece of marketing and should certainly not be written as one.

■

Ensure consistency Business plans often have numerous contributors, as different stakeholders draft their own sections. So be sure to have a single writer read through the entire plan, to ensure that language, spelling and grammar are consistent throughout the document.

Use a Simple and Intuitive Format Simple and intuitive is always better than flashy when it comes to a business plan. While it’s important to note that, in the case of a business proposal, substance certainly trumps form, it’s still important that your business plan is presented intuitively, in a way that is easy to read and reference. ■

Make accurate ﬁnancial and timeframe predictions to show investors the potential of your proposal. 28

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Consistency This is made much easier when following a business proposal template, but always ensure that the way you present information is consistent throughout the business plan. Perhaps you make a claim in a heading’s subtext, then present evidence to support your claim, then explain the relevance of your claim to your business. Regardless, do your best to use the same formula consistently throughout the document. This will greatly improve its readability and provide easy reference points for the reader to find specific information in a hurry. Continued on page 30

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BUSINESSES & OPPORTUNITIES

How to Write a Business Plan Continued from page 28 ■

■

Business Fulfillment Tips

Focus on information, not design Your business plan is not the place to showcase design or typographical skills. Use a single font throughout and use italics and bold only to emphasise or to show different sections. When data is best presented graphically, ensure that graphs or diagrams are as simple as possible. If a graph requires an explanation to be understood, redesign it or opt to write out the data instead.

Go the Extra Mile and Delight Customers By Aron Hsiao, Ph.D. Fulfillment quality matters more than many sellers think. Want your customers to be delighted with their order? Here are some things that you can do with your fulfillment process to ensure that this is the case: 1. Beat stated shipping and handling times. There’s nothing customers love more than getting their product sooner than they expected to — even if it’s just by a day. Work hard to stay ahead of your stated handling times and consider offering free shipping upgrades when the cost is negligible. 2. Upgrade, customize, and care for your cartons and other materials. Make a good first impression with clean, unblemished, weight-correct boxes and padded envelopes that show few signs of wear and tear. Be thoughtful about tape and labels, print rather than hand-write, and consider applying a colorful sticker or print showing your brand and website on each parcel. 3. Control your when-ﬁrst-opened presentation. Use compressed air or a soft cloth to remove dust and/or debris. Roll cords up and fasten them. Fold textiles nicely and minimize creases and wrinkles. For anything susceptible to being soiled, consider a plastic bag or wrapping in cling wrap before boxing. 4. Treat package damage as a form of product damage. If an inventory item has suffered packaging damage, set it aside and put the next pristine one in the box. Shunt package-damaged items off into their own listings with small discounts, in which you mention that there is “minor damage to packaging that does not affect product quality.” 5. Avoid doing your own damage. Do not fold or trim a purchase in ways that result in permanent damage to packaging or product, simply to “fit” the purchase into a carton. Use right-sized boxes and packaging, and be careful about adhesive materials and markings. 6. Include a packing slip and return or exchange instructions. Print your sales summary or other packing slip and include it in the parcel. If possible, also provide succinct return instructions in another sheet. Be sure to clarify any restocking fees, how refunds or exchanges will be provided, and in what time frames. Include contact information at the same time. 7. Provide a value-add. Include a simple printed 2”x3” card that reads “Thank you for your order! Let us know if you need assistance!”, followed by a signature, in each parcel. A free postcard from your locale, a couple of peppermints, an inexpensive accessory, a microfiber cleaning cloth — almost anything “extra” can make a shopper smile. 8. Use a fulﬁllment partner. Amazon’s FBA is seen as the favorite amongst most independent sellers, but there are others to choose from — most mid-sized and larger locales are home to one or more companies that specialize in warehousing, logistics, and fulfillment. In e-commerce, transaction problems are inevitable. If the rest of the experience has been flawless for a shopper, the final outcome of any problem transaction tends to be far happier for all involved.

Scrap the gimmicks Gimmicks will not make your business seem more dynamic or strategic — quite the contrary in fact. Instead, ensure that your business plan looks good printed and in digital formats, is small enough to be emailed with ease and looks clean and professional.

“Use real-world

examples and evidence to estimate and justify your timeframes.” Say Nothing You Cannot Prove This is such an easy mistake to make, because the temptation to make unsubstantiated claims is strong when writing your business plan. ■

If you can’t prove it, don’t say it If you do not have independent evidence to support a claim or observation, your business plan is better off without that information. Any investor or bank will expect you to justify your claims, so there really is no point including unsubstantiated information.

■

Make conservative financial predictions Always make predictions that are a little below what you are able to justify with evidence. Making unrealistic predictions immediately makes your business plan appear amateurish and you’re better off being asked to push numbers up, than to reduce them.

■

The same applies to timeframes Use real-world examples and evidence to estimate and justify your timeframes. Just like your financial predictions, it’s better to predict that jobs will take longer to complete, than making unrealistic claims that cannot be justified.

Aron Hsiao, Ph.D. is head of communications at Terapeak. Aron is a veteran eBay seller, former eBay employee, and a longtime author and editor in the e-commerce and open source spaces. As a technology and society specialist, he has taught business innovation, new media and technology, and sociology at a number of universities in the United States. Like everyone at Terapeak, Aron is committed to helping new businesses to succeed on their own terms. Visit https://www.terapeak.com/.

Furthermore, when you encounter the inevitable delays and holdups that are a part of life as a startup, you won’t be in a position where you have to explain why progress is behind schedule to investors and stakeholders. A realistic business proposal is far more appealing than an overly optimistic one.

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The Instant Group is the global flexible workspace specialist. Underpinned by unrivalled expertise, Instant tailors unique solutions to help businesses of all sizes to grow, drive savings or gain invaluable insight. Established in 1999, The Instant Group has achieved 23% compound growth over the past four years and continues to expand with private equity funding secured from MML Capital in 2012. With offices in London, Berlin, Dallas, New York, Hong Kong and Sydney, The Instant Group employs more than 100 experts and has clients in 113 countries. For more information, visit www. theinstantgroup.com.

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SUCCESS STORIES

Fired Up to Be His Own Boss Architect Turned Maker and Manufacturer Introduces Ventless Fireplaces with Real Flames By Chris Salinger

ith more than three decades of experience designing projects as a practicing architect, Arthur Lasky launched HearthCabinet TM Ventless Fireplaces in 2005 as a solution to a common problem. Homeowners and building residents who want fireplaces are often unable to install them due to building codes and inconvenient construction. Lasky often found himself in this dilemma, as he worked with clients in urban areas. With the help of inventor and attorney Michael Weinberger, Lasky introduced HearthCabinet Ventless Fireplaces, delivering beautiful units with real flames that are environmentally friendly and do not require a flue, chimney, gas line or electricity. Some years ago, Lasky lost his job. He and his wife had just had their first child, and his wife had stopped teaching to focus on painting. Lasky needed a job, and he needed one fast. He called colleagues from architecture school to see who was hiring, but the economy was in a slump — nobody was. So he set up his drawing board in the kitchen and started calling friends and family to see if anyone needed any work done. Weeks later, he got his first nibble: Family friends needed to create separate bedrooms for their kids. The design he sketched for them worked, and it also inspired him to build his first home office out of half of his daughter’s bedroom. He continued making calls, which was difficult because it felt like begging. But one day it dawned on him that it wasn’t begging at all — it was marketing! That revelation made it easier to make the next call. He got more nibbles, and soon he was off the unemployment rolls. Lasky also realized that he preferred controlling his own future to relying on a company. So he took a risk and leased a tiny studio apartment as an office. It was dirt cheap — all he could afford — and a short walk from his family’s apartment. But as more work came in, he realized the space was too small. So he took a

greater risk on a bigger lease in the historic Flatiron building — his first real office. His current offices in Chelsea keep some of that working-from-home feeling: People bring their children and dogs to work, ties are seldom seen, and there is art and personal memorabilia on the walls. Lasky believes that maintaining that unique atmosphere was essential for him to build a successful business from home. You may start your business due to a crisis, but he holds that you must bring your heart to the project, because building a business is ultimately about shaping how you want to live your life. Lasky advises that you ask yourself the big questions and answer honestly before starting a business. “And don’t just default to what you’re good at — if you’re good at something but don’t enjoy it, you’ll be miserable,” he says. “You can’t do what you won’t do.” Lasky advises entrepreneurs to dedicate themselves wholeheartedly to whichever business they decide on. “Building a business from home is difficult. It requires that you set time limits and goals, which takes a lot of discipline,” he says. “It means treating yourself well, but not indulgently. It also means wearing a lot of hats.” Lasky took the atmosphere that worked for him and translated it into something that works for other people. “When building your team, remember that it’s important to find people with the right chemistry and the right skills,” he says. “And let yourself

HearthCabinet Ventless Fireplace (Horizon Model)

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Arthur Lasky is the co-founder of HearthCabinet Ventless Fireplaces.

evolve.” Lasky grew to love architecture even more over time, but he also developed an interest in product design. Once his product was on the market, he was delighted by the positive, happy responses. Lasky and Weinberger spent two years developing the product before HearthCabinet was up and running. While securing the patents needed for fireplaces’ inner workings, Lasky was dedicated to creating the highest quality of design that he was accustomed to. The architect turned maker and manufacturer envisioned his product in luxury residential and commercial spaces. Thus, the brand offers true customization dependent on style, space and budget. Today, HearthCabinetTM is the leading name in custom, luxury ventless fireplaces. Distinguished by their unerringly high quality and unique, patented safety system, HearthCabinetTM Ventless Fireplaces have been chosen to complete the designs of residences, high-end commercial projects, and boutique hospitality venues nationwide. Clearly, success can start at home. Though Lasky began his business due to a dire need, he grew it from his passion. By maintaining dedication to his goals and a unique workplace atmosphere, he built two successful, rewarding businesses. Lasky’s final word of advice? “Don’t ignore the personal side of your business — if your life partner or family isn’t on board, it won’t work.” Visit www.hearthcabinet.com. www.homebusinessmag.com

1/30/17 7:50 PM

AAJudgment JudgmentRecovery Recovery Business Business isis Hot and andininDemand. Demand.Here’s Here’show how to to start start your your own... own...

ave aveyou youever everwatched watchedJudge JudgeJudy Judy or or any any of of those those mid-afternoon mid-afternoon court courtTV TVshows showswhere wherepeople people sue sue each each other other for for unpaid unpaid rent rent or services? services?InInmany manycases, cases,Judge JudgeJudy Judyslams slamsdown down her her gavel gavel and and barks barks orders ordersatatthe thedefendant defendanttotopay payup, up, but but here's here's aa little little known known fact: fact: the the court courtdoes doesnot notenforce enforcethat thatjudgment. judgment.And And that that goes goes for for non-televised non-televised court courtcases casestoo. too. That's That'sright, right,just justbecause because aa judge judge orders orders someone someone to to pay pay aa debt debt doesn't doesn'tmean meanthat thatperson personisisgoing goingtoto do do it.it. Imagine Imagine ifif someone someone owed owed you youa afew fewthousand thousanddollars dollarsand anddecided decided not not to to pay pay you, you, regardless regardless of what whata acourt courtofoflaw lawordered. ordered.Would Wouldyou youknow knowwhat what to to do? do? Most Most people people don't, don't,sosothey theywait waitininfrustration frustrationfor forthe thedebt debtto tobe bepaid. paid. Christina ChristinaSmiley, Smiley,founder founder ofof Sierra Sierra Judgment Judgment Recovery Recovery and and selfselfproclaimed proclaimedopportunity opportunity junkie, junkie, learned learned how how to to profit profit from from this this little little known knownmarket marketofofunpaid unpaiddebt debtby byhelping helpingjudgment judgment holders holders collect. collect. She She explained explainedthere therewas wasvirtually virtuallyno no one one who who was was providing providing this this service. service. And And that that once once people people had had been been awarded awarded these these judgments... judgments... 80 80 percent percentofofthem themwere werenever neverpaid.” paid.” This Thisdiscovery discoverycouldn’t couldn’thave havecome come atata abetter bettertime; time; Christina Christina and and her her husband husbandTerry Terrywere werepart partowners ownersofofaa carpet carpet store store and and had had amassed amassed aa large largeamount amountofofdebt. debt. They Theyhad hadthree threesmall smallchildren childrenand and thought thoughtthat thatbybyowning owningaastore storethey'd they'd have havemore moremoney moneyand andtime timefor fortheir their family. family.Initially Initiallyit itwas wasan anexciting excitingtime time forfor them, them, but but that that dream dream quickly quickly turned turnedinto intoa anightmare nightmareofofdebt debt and and endless endlesshours hoursatatwork, work,as as Christina Christina remembers, remembers, "We "We accumulated accumulated monstrous monstrousdebt. debt.We Wewere weretruly trulyonly onlyaa few few paychecks paychecks away away from from being being homeless." homeless." And Andthen thenshe shelearned learned about about the the big bigmoney moneyininsmall smallclaims. claims.Christina Christina focused focusedononlearning learninghow how toto recover recover judgments judgmentsfor forpeople. people. She She says, says, "It "It was wastrial trialand anderror errorfor forsix sixmonths monthstotoaa year. year.I buried I buriedmy mynose noseinincivil civilcodes.” codes.” Christina Christinacontacted contacted aa number number ofof small smallbusinesses businessesininher herarea areatotosee seeifif they theycould coulduse useher herservices, services,and andas asitit turned turnedout, out,there therewas wasplenty plentyofofwork work forfor her. her. "These "These people people were were overjoyed overjoyedtotogive giveus usallallofoftheir theircases cases totocollect collectand andwere weremore morethan thanwilling willing toto letlet me me keep keep 50% 50% ofof what what I I collected collectedfor forthem," them,"she shesays. says. InInmost mostcases, cases,they theyhad hadfiled filedaway away their theirjudgments judgmentsaafew fewyears yearsprior priorwith with nonohope hopeofofever evercollecting collectingon on them. them. Christina's Christina's business, business, Sierra Sierra Judgment JudgmentRecovery, Recovery,gets getsthat thatmoney money back. back. These These people people figured figured they'd they'd never neversee seeany anyofofthat thatmoney moneyagain, again, sosothey're they'remore morethan than happy happy toto pay pay Christina's Christina'sfee. fee. Another Anotherattractive attractive aspect aspect ofof this this

service service isis there's there's no no up-front up-front cost to her her customers. customers. Any Any filing filing fees or costs costs incurred incurred by by Christina Christina are reimbursed reimbursed to to her her out out of the judgment judgment once once it's it's collected. collected. The customers customers don't don't have have to pay anything anythingout out of of their their own own pocket. pocket. From From what what she she says, says, this is primarily primarily behind-the-scenes behind-the-scenes work, which which makes makes itit an an entirely entirely nonconfrontational confrontational business. business. She She does everything everything through through the the court court system from from seizing seizing debtor debtor bank bank accounts, accounts, garnishing garnishing wages wages and and other other income, to toplacing placingliens liens on on property. property. One One year year after after starting starting the judgment judgment recovery recovery business, business, Christina Christina and and Terry Terry closed closed the carpet carpet store. store. Finally Finally they they could could work at at home home and and have have money money left over at at the the end end of of the the month. month. They've been been running running Sierra Sierra Judgment Judgment Recovery Recovery for for over over 10 10 years years and are bringing bringing in in aa five-figure five-figure paycheck paycheck each eachmonth. month. And And the the most most important important aspect aspect isis they've they've got got more more time for their their kids. kids. “I“I can can attend attend their their events and and my my husband husband gets gets to to go go on field trips trips now now -- he's he's usually usually the the only dad on onthem.” them.” But But the the story story doesn't doesn't end end there. Christina Christina wants wants to to share share her knowledge knowledge with with others others across across the country country as as aa home-based home-based business opportunity. opportunity. She She has has put put together together aa judgment judgment recovery recoverytraining training course. course. In In addition, students students have have access access to to aa National Network, Network, which which can can be be extremely extremely helpful helpful in in cases cases where where the the debtor has has moved moved out out of of state. state. Christina also alsoincludes includes unlimited unlimited support. support. The The training training course course is is on a home-study home-study basis basis and and itit teaches

Christina Smiley Smiley

how to contact contact judgment judgment holders holders to get their their business, business, the the steps steps to to tracking down down aa debtor debtor and andsorting sorting through the the paperwork paperwork from from the the court. Christina's Christina's motivation motivation for for sharing this this business business opportunity opportunity with others others isn’t isn’t to to get get money moneyfrom from sales of the the course course (a (a one-time one-time flat fee of of $185.00, $185.00, she she only only makes enough enough to to cover cover the thecost costof of producing producing course course materials): materials): she she wants to continue continue to to develop develop the the National Network Network of of judgment judgment recovery specialists. specialists. Anyone Anyone interested interested in in aa homehomebased business business who who really really likes likesto to do research research could could benefit benefit from from this training training course, course, according according to to Christina. Christina. "This "This business business isisfilling fillingaa true niche. niche. ItIt provides provides steady, steady, predictable predictable home-based home-based income income of $5,000 $5,000 -- $8,000 $8,000 per per month month on on average. There There is is no no lack lack of of customers customers and and no no foreseeable foreseeable decrease decrease at at any any time time in in the the future," says says Christina. Christina. If you’d you’d like like information information on on starting your your own own home-based home-based judgment judgment recovery recovery business, business, register for for their their free free guide guide at at www.recoverycourse.com. www.recoverycourse.com. You You may also also contact contact Sierra Sierra Judgment Judgment Recovery Recovery directly directly by by calling them them at at (912) (912) 882-8190 882-8190 or email email Customer Customer Support Support at at Support@recoverycourse.com. Support@recoverycourse.com.

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MARKETING & SALES

Marketing 101 10 Surprising Marketing Lessons Donald Trump Can Teach You

et’s face it. You may not agree with President Donald Trump’s political views but you can’t argue with his marketing know-how. He came from behind in a field of 17 highly competitive Republican candidates and surprised everyone as the last one standing. JP Maroney, CEO of Harbor City Capital (http://harborcity.com/) and a serial entrepreneur, believes you can learn a lot about marketing your business by paying attention to these 10 lessons learned from Trump’s successful campaign: 1) Know Your Market

“Good business marketing starts with understanding exactly who you’re selling to, what their biggest pains or frustrations are, and how you can solve those problems. You’ve got to know your market. Donald Trump very clearly zeroed in on his target market from the very beginning. He has mastered the art of selling his message of hope to people with a lot of pain — in this case people who believe there are some fundamental problems with America and who agree with his message theme of “Make America Great Again.”

“ If you try to sell

to everyone, you’ll end up attracting no one.

”

You should identify the ultimate target audience for your product or service. Know what keeps them up at night. Uncover what drives them crazy. Discover the pain they’re experiencing. Then, you can create solutions and marketing messages that specifically address their needs and make selling to them so much easier.”

2) Make Bold Statements

“Let’s face it, business is competitive, and if you’re going to stand out from the competition, you have to make bold statements that resonate with your target President Donald Trump proved to be a savvy marketer during audience and separate you his successful campaign. from the pack of competitors. Trump came out of to everyone, you’ll end up attracting no one. the gate in his campaign with, “We’re going to A sure-fire way to failure for an entrepreneur build a wall.” Now, that’s a big, bold statement. is trying to take the middle ground and please A lot of candidates would never say anything everyone. Trump isn’t trying to be all things to like that for fear of turning people off. all people. Since he clearly understood his tarBut it worked for Trump because he knew that the audience he’s targeting feels the same way. Big statements like that take a lot of Kahunas to make, but they attract attention and get you noticed by the people who matter.” 3) Find Your Original Voice

“If you say the same thing everyone else is saying, you’re going to get lost in the crowd. The last thing anyone wants is a ‘Me Too’ solution. You have to find your own voice, your own message, your own perspective. That’s what makes you unique and allows you to compete effectively. In business, we call it a Unique Selling Proposition or a ‘USP’. Trump is exceptional at this. One example is “I’m funding my own campaign and therefore I can’t be bought.” Whether you agree with that statement or not, it worked for him. It separated him from the pack of competitors and positioned him uniquely. In your marketing, you need a voice that’s uniquely yours. One that’s unlike any of your competitors. A message that addresses their problems in a way no one else has before. It will set you apart and give you a competitive advantage over the other options in your niche.” 4) Polarize Your Audience

“Far too many entrepreneurs try to be all things to all people and keep everyone happy. Don’t fall into that trap. If you try to sell

get audience, he crafted his message in a way that attracted the people he wanted, while repelling those he didn’t. Take a stand, be known for something, and polarize your audience. This creates an even greater bond with the people you’re trying to attract.” 5) Deploy Your Marketing Resources Effectively

“Most entrepreneurs don’t have an unlimited budget, so being strategic by focusing on your marketing strengths will help you succeed. In our business, we’re deploying millions of dollars in investor capital, so we have to make every dollar generate a return on investment. I often say ‘ROI or DIE!” which also happens to be the name of a book I’m publishing later this year. Trump has been strategic and very successful in deploying his resources during the primaries. In fact, in many states, he spent a fraction of what others spent and achieved even better results. In business, where you often have a limited marketing budget, smart resource allocation is even more critical. Look for ways to get the most bang for your buck. Tightly target your best prospects. Entrepreneurs need to demand performance from every dollar spent. Not doing so isn’t just foolish — it can be fatal for your business.”

Continued on page 36

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MARKETING & SALES

Marketing 101 Continued from page 34

6) Test, Test, Test

“If you’re not testing, you’re just guessing. In business, where money is on the line, that’s always a bad idea. During the primaries, Trump can be observed testing new talking points, new ideas, and new ways of phrasing his message. If you watched closely, you saw him keeping some, altering some, and dropping others completely. This is a result of testing, watching how the audience and media react, and adjusting as needed.

“ In business, where

you often have a limited marketing budget, smart resource allocation is even more critical.

”

One secret of famous comedians such as Jerry Seinfeld or Louis CK is to tell new unproven jokes in smaller markets. The reason is because if it bombs in Little Rock, Arkansas, not many people will know. And you can tweak it before you get to Los Angeles. You should always be testing your marketing message, offer, audience, call to action, images, etc. As you learn what works best, keep and scale them while continuing to test new elements with every campaign.” 7) Keep Doing What Works

“I’ve seen many entrepreneurs find something that works in their business only to abandon it for the next shiny object. It’s a

dangerous form of self-sabotage. Trump just keeps hammering home the same messages over and over again. Why? Because it’s working. You want to avoid the temptation of the Shiny Object Syndrome. Stick to your marketing message, and keep repeating the strategies and tactics that work.” 8) Leverage the Media

“The media needs you as much as you need the media. They’re trying to fill space every single day with content that attracts and holds their audience. If you become a valuable source for that content, the media can be a very powerful part of your overall marketing game plan. As a long-time media personality and business celebrity, Trump knows this and uses it to his advantage. He knows what the media wants. They want controversy. They want shock and awe. They ultimately want to create buzz and generate ratings. I was repeatedly surprised at how many headlines on major news sites simultaneously contained Trump’s name during the primaries. He didn’t pay a dime for that coverage, which was way more than any received by the other candidates. There are over 100,000 media outlets in the US alone and they all need content. Once you create your image and successfully test your marketing, you should be contacting media outlets every day. Use https://www.helpareporter.com to connect with writers who cover your industry.” 9) Start a Movement

“People want to be part of something that’s happening. You can provide that opportunity

Media outlets can be a very powerful part of your overall marketing game plan.

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and attract a following of your best prospects by starting a movement. Trump clearly started a movement. Even in a big field of competitors, he came from behind to lead the pack by attracting more and more people in a sort of snowball effect. He even attracted and engaged people who don’t normally vote and broke records in some states by getting more supporters to the voting booth. By standing for something much bigger than yourself and bigger than your service or product, you will create what direct response marketer Dan Kennedy has often called a “herd” or what author Seth Godin calls a “tribe.” Here’s the key. Identify a common enemy and a group of people who feel like you do, tap into their pain and offer a solution. This automatically builds rapport and attracts clients to you.”

“ Identify a common

enemy and a group of people who feel like you do, tap into their pain and offer a solution.

”

10) Be Relentless

“Anybody who tries something big, whether in business or politics, is going to meet with resistance, setbacks, and failures. It’s just part of the process. Trump doesn’t like to lose. That’s obvious. But during the primaries, there were some states where he didn’t come in first. There were plenty of times during the debates where he was under attack from the media, moderators, and other candidates. The factor that made the difference and allowed him to emerge the ultimate winner is the fact that he just didn’t quit. He was relentless. This word is probably the most overused word in business, but it is essential if you are going to build a substantial business. Being relentless doesn’t mean you don’t fail. It means you don’t give up. My grandfather had a sign hanging in his office when I was a kid that said ‘Winners Never Quit, and Quitters Never Win. I’ve never forgotten that little phrase, and it’s gotten me through some pretty tough times during my 27 years of building companies. Trump doesn’t like to lose at anything and you should be the same way.” www.homebusinessmag.com

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SUCCESS STORIES

Earn $50 to $150 Per Hour in Carpet Cleaning Rotovac Combines Innovative Carpet Cleaning with a Profitable Business Model By Sherilyn Colleen

bug skittering across the carpet is enough to encourage anyone to grudgingly tread towards the carpet cleaner in the closet. For peace of mind, homeowners will need to unravel the cord, roll up their sleeves and gear up for a workout. After fifteen minutes of vigorous scrubbing, some sweat and an aching back, the carpet is relatively clean. One entrepreneur sought to find a way to make cleaning a carpet in a living space a simple and pleasant activity. The Rotovac Powerwand was designed by Cliff Monson (inventor of the HydraMaster RX-20 carpet cleaning machine). The Rotovac was introduced at the 1996 Association of Specialists in Cleaning and Restoration (ASCR) national trade show in New Orleans. Since then, the Rotovac has proven to be the best-performing carpet cleaning machine ever developed. Most cleaning technicians can’t believe the Rotovac’s performance until they see it with their own eyes. The Rotovac actually cleans better than their manual wand with much less effort to operate. Professionals who have

incorporated the Rotovac into their carpet cleaning businesses are distinguishing themselves as the best cleaners in their area. They gain more referrals and new account sales for an increased bottom line profit. The Rotovac’s dual high torque gear motors greatly reduce the physical labor required for extraction carpet cleaning. With the Rotovac, there is no need to bear down and scrub. In a one-handed operation, the operator can easily push the Rotovac forward and draw it back, very similar to pushing a regular upright vacuum cleaner. Rotovac Corporation, founded by Monson, is headquartered in Redmond, WA. In addition to manufacturing and selling the Rotovac itself, the company has also distinguished itself as one of the leading factory-direct resellers of carpet cleaning equipment, including carpet cleaning extractors, truck mounts, and a wide variety of tools and accessories for the carpet cleaning professional. The Rotovac Professional Equipment Packages

Rotovac Corporation is one of the leading factory-direct resellers of carpet cleaning equipment.

Packages include everything aspiring business owners will need to be successful in their own carpet cleaning business, part-time or full-time. The complete equipment package price of only $2995 includes: Patented Rotovac Powerwand; Professional high-powered dual vacuum portable extractor; Stainless steel upholstery cleaning tool; Powerful detergents and spot cleaning chemicals; Ongoing training and marketing assistance; “Guaranteed Success” 30-day trial period. For more information, visit www.rotovac.com or call (888)768-6400.

Saving Postures with a Desk Esteemed Marketer Invents Portable Workstation for a Global Marketplace By Chris Salinger

arc Rosenberg created The Edge Desk after seeing a seismic shift in how people work and live today globally. The time for people to sit at one giant desk for 8 hours straight, suffering attention problems and physical neck and shoulder pain, has long passed. Rosenberg and his team had an epiphany while shooting a commercial for 13 hours. At one a.m. in the morning, the director had brought in a massage chair similar to ones seen at airports. “While sitting in the chair, knees tucked comfortably, back totally straight without pressure, I was asked to look at something on my computer,” he says. “Instead of getting up, my laptop was put on a chair in front of me and I realized that if we could duplicate this position (without your face in a donut) then we could address a better, healthier and more comfortable way for people to work.” Successful ideas require a leap of faith and

sometimes great risk. “At 52, I gave up very lucrative corporate jobs and did everything you’re not supposed to do,” he says. “I used 401k money to fund The Edge Desk until we went on Kickstarter.” The product launched on Kickstarter in March 2016, setting a goal of $165,000. In 51 hours, the company passed that goal and became one of the top 1% of campaigns, raising $484,000 to date. They sold 1500 desks through Kickstarter and Indiegogo, and those desks were sold in 41 countries around the world. Prior to creating The Edge Desk, Rosenberg’s focus was always on youth products, and he created marketing plans for some of the most successful toy products in history. The entrepreneur is best recognized for being on the team who launched Furby in 1998 with Tiger Electronics. In the 90’s and early 2000’s, they created hundreds of breakthrough electronic toys for kids worldwide.

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Founder Marc Rosenberg (middle) with Chicago designers (Rehkemper Design) Steve (left) and Jeff Rehkemper (right)

The Edge Desk comes fully assembled in the box with a knee chair, easel and portable workstation (desk) all-in-one, and sets up in less than 2 minutes. It has complete adjustability, comfortably accommodating someone from 4’7, 89 lbs. to 6’3, 315 lbs. Whether it be college students in small dorm rooms or a family in a small apartment, Rosenberg aims to simplify working and increase productivity for people all around the world. Visit www.theedgedesk.com.

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HOME OFFICE

8 Bad Habits That Should Be Banned from Your Home Office Workplace Forever Some Work Styles Are Not Good for Our Physical, Mental or Emotional Health By Leigh Stringer

ig business is figuring out that the way to a productive business is through healthy employees. As a home-based business owner, this is true for you as well. It’s not that we’re bad people, or that we aren’t working hard. The problem is that what our minds and bodies need at a basic level is in conflict with our work style. We are so focused on work, on getting things done, that we’ve changed the way we eat, move and sleep in a way that is actually counter-productive. What are some of those unhealthy habits that we need to break? Here is a comprehensive list of negative behaviors with suggestions on what to do instead. 1. Don’t assume that sitting is the only way to work. It’s not. I know, you’ve read the news and have heard that sitting for long periods of time is bad for your health. The issue isn’t that we sit; the issue is that many of us sit and work without standing or walking for many hours at a time. Walking on a treadmill desk for 8 hours a day is not the answer either (at least for most of us). Instead: ■ Stand up every 30 minutes and walk around every hour and a half, even if it’s just for a few minutes. ■

■

Take phone calls, watch presentations, read or perform other activities while standing up or even walking if it makes sense for the task at hand.

food companies pay for the privilege. The secret is “choice architecture,” a term for different ways in which choices can be presented to consumers, and the impact of that presentation on consumer decision making. Don’t fall victim to this while you are working!

Instead: ■ Eat away from your primary workspace. Keep food and drinks away from your keyboard tray.

Instead: ■ “Hide” unhealthy foods in your kitchen by putting them in opaque or translucent containers (versus healthy food like fruit or nuts in glass containers).

■

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Invite your clients or vendors to have lunch with you and use eating time to connect face-to-face. Host a “virtual lunch” via Skype!

■

Brian Wansink, director of Cornell University’s Food and Brand Lab, and author of Mindless Eating, suggests a number of ways our eating behavior is significantly impacted by the way food is presented to us. For example, in some of his studies, people were likely to snack more (44 percent more) in kitchens that were tidy vs. kitchen environments that were cluttered with paper, dirty dishes, etc. So keeping the kitchen clean is more than just a sanitation issue, it can affect how much we eat!

■

He also found that people are more likely to eat less on plates that are 9-10 inches in diameter. People tended to pile up food on plates that were larger, and felt “deprived” and go for a second helping when eating on smaller plates (say, 6 inches in diameter).

Why? You will automatically make better choices when you are eating without multi-tasking, because you are more aware of what you are putting in your mouth.

“ Paper on your desk

can be full of dust and dust mites, which for many people can trigger serious allergies and asthma.

”

3. Don’t let your kitchen enable bad eating habits. You know how you walk into a grocery store and find yourself buying junk food at the end of the aisle? Or have you noticed how candy is located at child-eye level by the checkout counter? Foods that are easy to spot and presented well are not put there by accident, and

Home Business March/April 2017 ®

Standing while working can improve cardio metabolic health.

2. Don’t multi-task while eating. Mindless eating (eating while your head is focused on something else) typically results in eating faster and consuming more calories than if you were seated at a dining table and paying attention to what you eat.

Find surfaces around your home that are bar-height (like the kitchen counter) and stand and work for a few minutes each day.

Why? This will not only improve cardio metabolic health, but it will also prevent conditions like deep vein thrombosis. According to a recent study, reactive thinking improves during walking and creativity levels are consistently 40

and significantly higher for those walking compared to those sitting. Walking has also been shown to help with improved attention and short-term recall.

Why? Healthful foods cut down on extra calories with no nutritional value, which helps productivity and the bottom line. Continued on page 42

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HOME OFFICE

8 Bad Habits That Should Be Banned from Your Home Office Workplace Forever Continued from page 40

4. Don’t let the papers pile up. Paper on your desk can be full of dust and dust mites, which for many people can trigger serious allergies and asthma. Interestingly, Xerox did a study done a few years ago looking at how often we use the paper by our desk. They estimated that as many as two out of every five pages printed in the office are for what it calls “daily” use, such as e-mails, Web pages, and reference materials that have been printed for a single viewing. I’m willing to bet that now, a few years later, the amount of paper we need to keep lying around is much less.

“ We need more intense

light to reset our circadian rhythm, which helps us sleep.

”

Instead: ■ File paperwork and put in place a system for removing paper or moving paper offsite that you don’t need access to on a regular basis. ■

Put in place a good system for scanning and digital filing of documents, so that you and your team know where to find things later. A trusted electronic system can help reduce the need for a paper back-up.

Why? No dust mites, and a cleaner desk can improve air quality. Also, removing paper can give the appearance of having more space in your home office. The feeling of being “crowded in” increases stress and decreases our satisfaction with our work area. 5. Don’t email after hours. Late night chatter increases stress, decreases sleep, and impacts long-term productivity. You are impacting the stress and sleep of everyone on your cc list when you send them emails at night. Instead: ■ Wait until normal business hours to send emails, or if you must write something, don’t press “send” until the morning, or Monday morning if you’re working on the weekend. ■

Consider using project management or communication tools with your team that allow participants to choose when they want to work on something.

Why? Good email behavior results in more productivity and better sleep! One New York real estate executive I spoke with has banned internal emails and uses new tools like Slack and Asana with his team. Using new tools has allowed his team to work on projects in a more streamlined fashion, without a lot of back-and-forth, saving stress and time and improving communication.

6. Don’t skimp on vacation time. When you’re self-employed, it’s easy to skimp on vacations. You’re typically paid based on your productivity, so taking a week off means no pay check. Taking no vacations at all is even more expensive. Instead Factor in that cost of taking a week off into the vacation budget. Plan them, take them, and enjoy yourself. Give yourself permission to unplug. You and your family need it. Why? You need it to refresh and revitalize to be more effective. And, your family will love you for it. According to John De Graaf, who made a documentary about overworked Americans called Running Out of Time, there is a high cost to not taking vacations. “Women who don’t take regular vacations are anywhere from two to eight times more likely to suffer from depression, and have a 50 percent higher chance of heart disease,” he says. “For men, the risk of death from a heart attack goes up a third.” 7. Don’t stay indoors all day. A good portion of our global workforce spends 90 percent of each day indoors, which essentially puts workers in a state of “light deficiency” and it negatively impacts our sleep cycle. Instead Get outside, preferably earlier in the day, and for as long as you can. Why? We need more intense light to reset our circadian rhythm, which helps us sleep. Some sleep experts recommend being outside as much as 2 hours a day, but even going outside

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Self-employed business owners should take vacations to maintain wellbeing.

for 30-60 minutes during the day — say over a lunch break or during a walking meeting outdoors, will provide roughly 80 percent of what you need to “anchor” your circadian rhythm, according to Dan Pardi, a researcher at Stanford and Leiden University. 8. Don’t put work before your health. If you aren’t healthy, you can’t get anything done and you won’t be there for your clients, vendors, friends and family when they need you. Especially if you are affected by chronic health issues. Instead Make your health a priority, and start by building time in your calendar to work out, to relax or do something that gives you energy and sparks your personal passion. Why? Healthy business owners are more productive. The most obvious benefits to the bottom line are the avoidance of health care costs, but when you invest in your own health and wellbeing, studies have shown there will be increases in creativity, engagement, productivity and as a result, business growth. Being our emotional, physical and mental best is foundational to doing our best work. It’s time to get our priorities straight, and make our health and wellbeing a foundation for good business, not just a “nice to have.” Use these techniques to incorporate healthy habits and practices into the workday and increase your ROI. Leigh Stringer is Senior Workplace Expert for EYP Architecture & Engineering and is researching employee health and productivity in conjunction with the Harvard School of Public Health, the Center for Active Design, and other leading organizations. She is the author of The Healthy Workplace. Learn more at www.leighstringer.com.

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HOME OFFICE

ScanSnap iX500 Wireless Desktop Scanner Eliminates Clutter with Impressive Efﬁciency Taming the flotsam of receipts, bills, loan paperwork and more can be hard work for home-based business owners. These important documents can also prove hard to replace. Editor in Chief Stacy Henderson received a ScanSnap iX500 to test out, and was more than satisfied with the high quality product, which proves to be a useful tool for businesspeople. Equipped with a dual-core CPU-mounted “GI” processor, ScanSnap iX500 is the next generation of desktop scanners. It performs intelligent image functions dramatically faster for blazing new scanning speed and best-in-class performance at practically every level. With a Wi-Fi connection, entrepreneurs are no longer restricted by the length of their USB cable. Not only can business owners place the iX500 wherever they please, they can scan directly to an iOS, Android, or Kindle Fire mobile device, without even turning on the computer. The ScanSnap iX500 helps people store documents by quickly and easily digitizing them. Entrepreneurs can scan documents to popular online cloud services, such as Evernote, Dropbox or SugarSync to tag and sort massive quantities of documents, without the need for a computer or mobile device. Users simply press the Scan button. ScanSnap cloud automatically separates entrepreneurs’ data into documents, receipts, business cards and photos and sends them directly to their favorite cloud service. Business owners can use ScanSnap’s organizing tools to keep a neat and tidy file system on their desktop. Users can view and edit scans, create filing cabinets, perform searches and more. A software program, CardMinder, makes adding and managing contact

ScanSnap iX500

information a breeze. By simply stacking business cards in the scanner and pushing the button, CardMinder captures both sides and places the information into editable fields. For organizing receipts, ScanSnap Receipt allows users to easily scan and extract information from receipts, and export the data into CSV for easy tax filing. ScanSnap Receipt also supports multiple languages and currencies. The ScanSnap iX500 wireless desktop scanner is also equipped with an ultrasonic multi-feed detection sensor. This lets businesspeople quickly bypass intentional double-feeds such as a taped receipt on an expense report or even a sticky note on an insurance claim. This video here (https://www.youtube.com/watch?v=y37V2wqUFlo&ebc) shows the ScanSnap iX500 in action. To learn more, visit http://scanners. fcpa.fujitsu.com/scansnap11/features_iX500.html.

The Ultimate Freelancer’s Guidebook By Yuwanda Black Freelance writer, internet marketer, and mobile entrepreneur Yuwanda Black specializes in helping young freelancers build a business and “live the freelance life,” and in The Ultimate Freelancer’s Guidebook, she gives readers the tools they need to be successful in the ever-growing freelance market. Whether they’re just starting out or

Power Up Your Productivity: 8 Steps to a Successful Home Based Business By Doreen Dilger Known as the “Home Biz Coach”, Oakville, Connecticut-based Doreen Dilger has released her first book, Power Up Your Productivity: 8 Steps to a Successful Home Based Business. Doreen Dilger works primarily with fast-moving, highly-motivated home-based women business owners who want to make a big leap in their business that works with their lifestyle, and who want a clear vision and plan to get there. “This book is 44

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looking to grow and expand, they’ll learn how to break into the freelance market, find the best-paying jobs, negotiate a contract, build a brand, and create a strong online presence and portfolio. Freelancers will learn how to build their reputation in the freelance market, form long-lasting professional relationships, and start taking control of their own employment destiny — and success! For more information, visit http://inkwelleditorial.com.

written for all home-based business owners,” states Dilger. “The emphasis, however, is on women who manage many activities for themselves and their families in their daily lives, including their sole proprietor business located within their homes.” The eight steps outlined in her book are presented to help people succeed despite the many temptations, interruptions and challenges of operating a successful business from their home on a day-to-day basis. For more information, visit www.doreendilger.com.

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SUCCESS STORIES

Run the City Your Own DigitalTown Entrepreneur Launches Smart City Digital Platform to Spur Local Economic Development and Civic Engagement By Chris Salinger

earching for the perfect wine glass for Grandma’s birthday? Booking a weekend getaway? Skip Amazon and Expedia, and instead try out a new marketplace of local businesses near you. Rob Monster launched DigitalTown in 2016 as a cloud hosted Smart City platform that brings cities into the digital age, making it easier for residents and visitors to search, connect, and buy local. The solution works for any city of any size. “DigitalTown is a catalyst in helping cities to implement formal strategies to improve local online competitiveness and improve community quality of life,” Monster explains. “With DigitalTown, a city website becomes the preferred homepage for patrons, and provides every merchant an online storefront to sell services as part of our fast-growing 23,000+ city global network.” Each city becomes an interoperable part of a global network which connects the cities with a single-sign-on and a unified mobile

application that drives transactions to local businesses. Citizens can roam seamlessly from place to place on web and mobile devices with a portable identity and reputation. At the core, DigitalTown is focused on working with local government to make cities smart by providing a unified digital platform for both the public and private sector. Within the private sector, the solutions powers the “6 pillars of local commerce”: retail, dining, lodging, property, services and transportation. In addition to working with private partners, DigitalTown works with city managers, county administrators, state governors, federal agencies, trade associations, chambers of commerce, Destination Marketers, and non-governmental organizations (NGOs) who may be influencers or budget sources in the effort to bring standards and efficiencies across population centers. With one unique DigitalTown portal for each city, licensed exclusively to either the

H H O O M M E E B B U U S SI NI N E SE S S S

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1/30/17 8:03 PM

A Green Way to Accessorize Engineer Quits Job and Designs Unique and Eco-Friendly Headband Brand By Alicia McCarthy

ounded in 2006, Rebecca Michaels started Violet Love after struggling to find a headband that suited her needs. An avid runner and fashion lover, Michaels wanted a headband that was functional while also embodying her unique style. She was unable to find one, so decided to utilize her degree in Environmental Engineering from Penn State University to create her own. Michaels sewed together what would be the first prototypes of her idea, and after realizing how perfectly they suited her needs, and how many other people desired the same, she knew she had created something special. Michaels went on to commission a local seamstress to sew the headbands, using the proper fabrics for her design. She met with local stores who were interested in carrying her headbands, and within a few months, over 20 retail stores had partnered with her to sell the headbands. With the local success of her headband design, Michaels applied for Surf Expo, a reputable watersports and beach lifestyle

tradeshow in Orange County. In addition to featuring unique new brands, the expo also chooses the top 10 new products of the year, and chose Michaels’ headband as one of the top designs. Fully realizing the success of her innovative design, Michaels decided to take a leap of faith and quit her job as an engineer to work on her designs and grow her business. It proved to be the right decision, and her business exploded. She won the Surf Expo for a second year in a row, and her designs expanded to include a variety of prints. Ten years later, the brand continues to grow, and fans continually fall in love with her unique and stunning designs. During the whole process, Michaels has remained dedicated to her environmentally friendly values. She uses green printing processes to make sure her business does its part, from reusing important parts, to recycling ingredients, to even energy-efficient production. Through the love of its fan base, the Violet

Rebecca Michaels is the founder of Violet Love headbands.

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March/April 2017 | Home Business

1/30/17 8:07 PM

MONEY CORNER

Is Your Small Business Ready for the Tax Return Deadline? A Tax Accountant Can Help Ease the Pain of the 2017 Tax Season By Chris Weston

reparing your own tax return can be stressful enough, but making sure your business is ready for the tax return deadline is essential. So who you gonna’ call? A tax accountant. There are plenty of benefits of being the head honcho of a company, but it all comes with the stresses and responsibility of making sure everything important is taken care of. So as a business owner, filing your taxes correctly and punctually should always be a priority. Some people like to keep things in-house to save what they assume is a fortune, but seeking the help of a small business bookkeeping service or a tax accountant for small businesses could prove to be a huge weight off your shoulders.

time limit, so take your time if you want to do it correctly. The best way to prevent the form becoming an overwhelming task is to complete it in manageable sections. Filing your taxes correctly and punctually should always This means that it won’t end be a priority. up being a hellish task where you find yourself flustered, software has saved them the job of organising sweating and making mistakes left, right and centre. Filing your tax re- your books, they can use the allotted time you have to discuss other important aspects of turn doesn’t need to be a taxing process. your business.

“Accounting software is an affordable resource that will help you to manage your accounts efﬁciently and keep accurate records of all of your payments and expenses.”

So, is your small business ready for the tax return deadline? Are Your Books in Order? A looming tax deadline is enough to test the organisational prowess of any business owner. If you’re lax with the orderliness of your books, you’ll find yourself under a lot of pressure to get things organised quickly. Small business bookkeeping can be approached in some different ways these days, especially with the introduction of software to help. With that said, even if you do decide to keep the bookkeeping in-house, it’s a smart move to get a tax accountant to give it a onceover before you send. If you — like many other small businesses — decide to seek the bookkeeping services of a qualified tax accountant, you’ll definitely have a lot less to worry about when the tax deadline approaches. Not only will your books be in order, but you’ll have someone knowledgeable to turn to for financial advice. Don’t Rush the Submission Process One of the few good things about the process of filing your taxes online or filling out the post form is that you’re not under any pressure to do it all at once. This isn’t an exam with a 48

Accounting Software Is a Worthy Investment As a small business, you’ll be reluctant to spend money on anything that you wouldn’t consider to be a necessity, especially in the early days. Accounting software is an affordable resource that will help you to manage your accounts efficiently and keep accurate records of all of your payments and expenses.

12-60 HBM_MARCH/APRIL17.indd 48

It’s easy enough to put filing your taxes on the backburner if you have more pressing matters to attend to, but a little while before the deadline, you will receive a reminder from the governing body (IRS for the USA, HMRC for the UK, etc.), as well as from your tax accountant. Give yourself enough time to find any documents needed to complete your return, or rectify any other issues or irregularities.

Not only does it relieve you of the stress that comes with a lengthy and complicated ledger, but it also makes life a lot easier when the time comes to file your taxes. By linking the software to your business bank account feed and also providing the login information of your tax return form, you’ll be able to file your taxes from the software itself. This saves you the trouble of transferring it out of the software and then into a separate form.

Preparing yourself for a tax return is never the most exciting task, even more so if you happen to be a small business owner. Today, this is made easier with the use of accounting software, or the help of a trusted tax accountant — both of which will prove to be valuable assets for any business owner. But even with this help, making sure you are prepared for your tax return is vital, unless you’re excited about the prospect of paying fines for overdue tax returns.

Even if you have used accounting software to get your finances in order, it’s still worth seeking the services of a tax accountant. Not only will it give you a professional overview of your accounts, but because the accounting

Chris Weston is the Director of Milton Keynes-based accountancy firm Aston Black. Chris has over 25 years of experience in accounting and taxation, working with his small team of staff to provide quality advice for small businesses up and down the country. Visit www.accountantmk.co.uk/.

Home Business March/April 2017 ®

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1/31/17 6:44 PM

Why We Need Financial CPR MONEY CORNER

Achieve Financial Security in Retirement By Steve Casto

chieving financial security in retirement starts with making smart choices and performing financial CPR. Planning for your retirement is not a simple game anymore. Philosopher Confucius says, “Real knowledge is to know the extent of one’s ignorance.” Realize you don’t know what you don’t know. Make No Mistakes Many people just have a hodgepodge of mutual funds and think that is fine when in fact you need a more detailed retirement plan. Retirement is like 20-30 years of unemployment and most have to tackle this without a pension nowadays. You can’t afford to make any mistakes! Our income analysis goes through how they are currently investing and looks at the success rate of taking income based on that into retirement. Most people never take into account inflation which starts to derail their strategy. As David Babble, who is a professor of risk management at the Wharton School of Business warns: “If you have a stock portfolio and you withdraw 4% per year + inflation...you have a 90% chance of running out of money in retirement [over 30 years].” Most people have no clue how much risk they have in their portfolio, and this is the number one mistake we see. We look at their

(Note: the following figures don’t include digital edition circulation and e-readers (i.e., Kindle), Ipad and custom app circulation (including Smart Phones), Internet circulation of the print display ads (including the HBM EXPO), or the mobile device circulation of print display ads.) United States Postal Service. Statement of Ownership, Management, and Circulation. 1. Publication Title: Home Business® Magazine. 2. Publication Number: 1092-4779. 3. Filing Date: 09-17-16. 4. Issue Frequency: 6x per year (bi-monthly.) 5. Number of Issues Published Annually: 6. 6. Annual Subscription Price: $19.00. 7. Complete Mailing Address of Known Office of Publication (not printer): 20664 Jutland Place, Lakeville, MN 55044-4906, Dakota County. Contact Person: Stacy and Richard Henderson. 8. Complete Mailing Address of Headquarters or General Business Office of Publisher (not printer): 20664 Jutland Place, Lakeville, MN 55044-4906, Dakota County, USA. 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: United Marketing and Research Company, Inc., Richard Henderson, 20664 Jutland Place, Lakeville, MN 550444906 USA. Editor: Stacy A. Henderson, 20664 Jutland Place, Lakeville, MN 55044-4906 USA. Managing Editor: Sandy Larson, 20664 Jutland Place, Lakeville, MN 55044-4906 USA. 10. Owner: United Marketing and Research Co., Inc., 20664 Jutland Place,

current portfolio to see how much they could lose in certain financial circumstances (like another 2008 happening). Most people take way more risk than they actually should.

Putnam Research Institute says this: “For retirement portfolios whose primary goal is to minimize risk of depletion and sustain withdrawals, optimal equity allocations range between 5 and 25 percent.” Putnam Institute is telling you that if you are retired, taking income (or required minimum distributions) and you want your money to last, then you should have less than 25 percent of your money in equities, or the stock market. How does this compare to your current portfolio or what you are hearing on Wall Street?

12-60 HBM_MARCH/APRIL17.indd 50

How are you handling this tax liability? What are you doing about it? What is your exit strategy? We look at the impact of those required minimum distributions and the impact they can have over your lifetime and then create a strategy to minimize that tax exposure. So what plan do you have in place to best control how much you give to the IRS on these accounts?

Tax Analysis Let me ask you a simple question: does your tax preparer meet with your financial advisor to review your tax situation? To make certain that you are paying the minimum tax to the IRS each year?

Avoid Insanity Do you remember what Einstein said about insanity? It’s “doing the same thing over and over again and expecting a different result.” Using Einstein’s definition of insanity, one could conclude that it’s totally insane to invest the same way you always have and expect different results.

If you are like most retirees, probably not. Don’t you think they should? For many retirees, their IRA (or equivalent) represents their largest tax exposure.

Steve Casto of www.omahafinancialplanners.com is a leading retirement planning expert. He offers free advice and information at his site.

Lakeville, MN 55044-4906 USA. Richard A. Henderson, 20664 Jutland Place, Lakeville, MN 55044-4906 USA. Stacy A. Henderson, 20664 Jutland Place, Lakeville, MN 55044-4906 USA. 11. Known Bondholders, Mortgagees, and Other Security Holders Owing or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. 12. Tax Status: Has not changed during preceding 12 months. 13. Publication Title: Home Business® Magazine.14. Issue Date for Circulation Data Below: Volume 22, Issue 6, December 2015. 15. Extent and Nature of Circulation-Average No. Copies Each Issue During Preceding 12 Months: a. Total Number of Copies (Net press-run): 40,000. 1. Paid/Requested Outside-County Mail Subscriptions Stated on Form 3541: 10,000. Paid In-County Subscriptions: N/A. 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Non-USPS Paid Distribution: 8800. 4. Other Classes Mailed Through the USPS: N/A. c. Total Paid and/or Requested Circulation [Sum of 15b. (1), (2), (3), and (4)]: 18,800. d. Free Distribution by Mail (Outside-County as Stated on Form 3541: N/A, In-County as Stated on Form 3541: N/A, Other Classes Mailed Through the USPS): N/A. e. Free Distribution Outside the Mail: N/A. e. Total Free Distribution [Sum of 15d (1), (2), (3), and (4)]: N/A. f. Total Distribution (Sum of 15c. and e): 18,800. g. Copies not Distributed: 21,200. h. Total (Sum of 15g and h): 40,000. i. Percent Paid and/or Requested Circulation (15c. divided by f times 100): 100

%. 15.1 Extent and Nature of Circulation – No. Copies of Single Issue Published Nearest to Filing Date: a. Total Number of Copies (Net press-run): 40,774. 1. Paid/Requested Outside-County Mail Subscriptions Stated on Form 3541: 8,967. 2. Paid In-County Subscriptions: N/A. 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Non-USPS Paid Distribution: 8,970. 4. Other Classes Mailed Through the USPS: N/A. c. Total Paid and/or Requested Circulation [Sum of 15b. (1), (2), (3), and (4)]: 17,937. d. Free Distribution by Mail (Outside-County as Stated on Form 3541 374, In-County as Stated on Form 3541, Other Classes Mailed Through the USPS): N/A. Free Distribution Outside the Mail: N/A. e. Total Free Distribution [Sum of 15d. (1), (2), (3), and (4)]: N/A. f. Total Distribution (Sum of 15c and e): 17,937. g. Copies not Distributed: 22,837. h. Total (Sum of 15f and g): 40,774. j. Percent Paid and/or Requested Circulation (15c divided by f times 100): 100 %. 16. Publication of Statement of Ownership: Publication required. Printed in the April 2017 issue of this publication. 17. Signature and Title of Editor, Publisher,

Home Business March/April 2017 ®

Small business owners need to make smart ﬁnancial choices and plan for retirement early.

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The Top Social Media Trends for 2017 Continued from page 19

What to do next: Start looking for new ways to tell stories about your brand, product or services using visuals. Resource: “How to Use Instagram Stories: A Simple Guide for Marketers” (https://blog. hubspot.com/marketing/instagram-stories-guide#sm.00014pixta376driy951k78m2dfmc)

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#6: Virtual Reality Meets Social Media In 2016, virtual, augmented and mixed reality took the world by storm. “With the giants of tech all investing heavily in this new area, 2017 could be the year that VR adoption becomes widespread and enters the realm of social networks,” says Martin Shervington (@MartinSherv). Martin Shervington: “In 2017, we will see the next phase of platform adoption in VR, including Facebook’s Oculus. We know this is a 10-year plan for Facebook,

Home Business March/April 2017

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Add in consumer 360 content to the mix, with a push from YouTube and Facebook too, and there will be fun for consumers and producers alike. It’s time to get creative and ready to explore what we all know will be a big wave of change.” What to do next: Learn more about the potential for using virtual and augmented reality for marketing. Resource: “Virtual Reality, Augmented Reality and Marketing with James Dearsley” (https://www.plusyourbusiness.com/virtual-reality-augmented-reality-marketing-james-dearsley/)

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and having been diving deep, I think people will be surprised at the existing level of sophistication. Add in HTC and Google to the mix, and we will have an increased understanding of the potential of virtual spaces — including what it will mean for social and business.

The growth of fake news has had a major impact on people’s trust of information on social networks. Not just news and political statements, but even brand messages. With so much competition for digital space, David Amerland (@DavidAmerland) and Tim Fargo (@alphabetsuccess) predict that in 2017, it will be the brands that can foster genuine trust with their audience on social that will be successful. David Amerland: “In just about every digital, vertical we are seeing the same trend: technology is producing incremental improvements in the user experience and the flow of data captured is producing an ever-increasing granularity in the way we connect with people, companies and brands to create working relationships, form impressions of them and understand the values that drive them. This produces the interesting paradox of the importance of human qualities in a domain that is increasingly controlled by machines. When the traditional barriers to connectivity that were posed by the technical challenge of overcoming lack of proximity, access to content, an interactive digital presence and a high-quality connection, are removed what truly remains is the perception of whether we can trust who we are dealing with or not. Trust in a digital environment where every step we take is a studied one and where everything can be controlled, altered and manipulated presents both a challenge and an opportunity. The challenge lies in understanding the myriad of ways through which trust is

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1/31/17 6:48 PM

experienced and formed. The opportunity lies in establishing connections with our audience that have lasting value because they appeal to the core identity of who we are and what we consider to be important. Neither of these can be undertaken lightly, nor can it be said to be easy, but it is how companies, brands and individuals will now differentiate themselves from the crowd, form networks of contacts that give them influence and establish their dominance in a crowded marketplace.” Tim Fargo: “People will continue to be enamoured with hacks and with vanity metrics. While being able to draw people to your content is important, having content that converts people to paying fans is the key. When you can get attention AND engender trust, you’re on your way to getting paying fans. Money spent is the ultimate metric. Therein lies the danger of click bait. If the content doesn’t match up to the headline or visual, you’ve violated a person’s trust. It may seem a small thing, but when people are making millisecond decisions and evaluations, it may be the last time you get their attention. In social media, the desire to get attention should always be governed by the requirement of deserving it. When you make

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a difference in your audience’s life, they’ll start making one in yours. That’s the real “hack”.”

according to Marsha Collier (@MarshaCollier) and Ian Cleary (@IanCleary).

What to do next: Start building a clearer picture of how your brand is perceived on social networks and online. Resource: “How Social Listening Helps Nescafe Dolce Gusto Brew up Brand Love” (https://www.talkwalker. com/case-studies/how-social-listening-helpsnescafe-dolce-gusto-brew-up-brand-love-inmalaysia)

Marsha Collier: “In 2017, business will have to figure out what works for them in social media. There’s been a lot of new platforms distracting from the end goal — of selling. Rather than chasing shiny objects everywhere, center on the psychographics (what your customer cares about) versus their demographics. These days, passions are more powerful than statistical data.”

“

Ian Cleary: “In 2017, we’ll see a major push from Facebook for selling through Facebook and other providers will follow. There is no reason why people will not buy on social media channels if the social media channels create an environment for sales.”

In social media, the desire to get attention should always be governed by the requirement of deserving it.

”

#8: Businesses Will Need to Learn to Sell on Social In the end, it comes down to the bottom line. Can we trace revenues back to social media activity? Getting better at selling on social will be key for both social networks and the businesses that use social media in 2017,

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Originally published by Talkwalker Inc. Reprinted with permission. (https://www.talkwalker.com/blog/2017-social-media-trends-influencers-view)

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What to do next: Make sure you have a coherent system for tying social metrics back to sales and other business KPIs. Resource: “The Social Media Reporting Template” (https:// www.talkwalker.com/blog/the-social-mediareport-template-for-b2b-marketers)

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SUCCESS STORIES

Love for Beauty and Business 13-Year-Old Entrepreneur Creates All-Natural Lip Balm with Four Ingredients By Carly Hannon

argo Gianos is a 13-year-old entrepreneur in Oklahoma City who came up with ideas for starting her own business before she was even out of elementary school. “I was always interested in making money,” says Gianos. “When I was eight, I started a pet fashion business making cat collars, and I did stuff like beads on pipe cleaners.” Her mother Irene, a successful blogger and businesswoman in her own right, encouraged Gianos to live out her dreams. Gianos combined her love for beauty and business and launched Honestly Margo, her own line of lip balms. “A lot of lip balms out there say they are all natural, but they aren’t,” Gianos says. “On one popular brand, it even tells you to call poison control if swallowed!” Gianos experimented with products from local health food stores, using oils and beeswax and other natural items to finally perfect a balm she was happy with. Her all-natural lip balm contains only four

ingredients that help treat people with psoriasis, dermatitis and eczema. The first flavor was pumpkin cheesecake, and she sold 50 tubes to kids at her school in one week. She kept selling out of her lip balm and she had to make more. “Margo asked me, ‘Well, what should we name it?’ says Gianos’ mother Irene. “I asked her, ‘Do we want to keep it small or do you want to be the next big empire?’” The family hired a professional graphic designer and began serious branding and marketing. Gianos’ father helped her secure her federal tax ID number and business licenses, and Honestly Margo was born. “The first stores we were in were from referrals,” Irene says. Today, Honestly Margo lip balms are sold in 44 stores in nine states. Honestly Margo offers six different flavors — Pumpkin Cheesecake, Very Berry, Fruit Colada, Caramel Apple, Lemon and plain.

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Margo Gianos is the founder of Honestly Margo.

Honestly Margo isn’t in daily production, but when orders come in, they come in big. Each batch yields 300 to 400 tubes of lip balm. Gianos and her parents, as well as her brother and her grandparents, all pitch in to manufacture the lip balm, put stickers on the tubes and shrink wrap the orders. “We are deciding if we need a manufacturer or not,” says Gianos. “It depends on the demand.” Visit www.honestlymargo.com.

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Interview with Lady Gaga Continued from page 21

being creative. I have my producer Mark Ronson really and truly to thank for that. I have will feel bad to be lonely, but this song reminds hope that many people who hear this album you that it can feel good. know the importance of the comradery beQ: When I look at what you’ve done over tween the artist and the producer, and that the years, you do so much for people. You do relationship. so much humanitarian work. It seems like I just believe that love is the your mission is to improve peoples’ lives, esanswer to all things. To react to pecially the outcasts. Is this one of your main violence with fear is the wrong way, missions in what you do with your music?

“

but to react with love is always the

”

LG: It’s just a part of me. It’s just the way right way. that I am. I just believe that love is the answer – Lady Gaga to all things. To react to violence with fear is Q: You have a cookbook coming out with the wrong way, but to react with love is always your dad. the right way. LG: It’s wonderful. My father is such a Q: Was turning thirty a milestone? homegrown man, and it was always his dream LG: I think that I’m wiser, I’m more intelli- to have a restaurant and we have one now. It gent, and I’ve learned more. I didn’t really have was also important to us that it wasn’t a celebmy twenties in the same way as people do. I rity-driven business, that it was a family-style feel ready to make music that is intricately Italian place that projected the roots of where created. we come from, so it’s called “Joanne.” He also Q: How do you imagine your thirties to be made a cookbook. I wrote the forward for it and like? Do you want to catch up with the twen- it’s comprised of all recipes from the history of our families as well as the chefs that work with ties that you spent in the public eye? us. LG: I don’t feel obsessed at all with keepQ: So the song “Joanne” is also about your ing up with anything, honestly. I just want to continue to enjoy making music and to enjoy father’s sister? 56

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LG: Yes, she died when she was nineteen years old and I never was quite able to understand the anger, the rage, and the pain that my father had his whole life. As I got older, I would watch him gaze at me and my sister as we would dance around the restaurant and I realized all the things that he missed out on and it became healing. This is what I hope for with people in this album, that they look into their past deeper and deeper, even into the past of their father, their mother, their grandparents, and see the losses, the pain, and heal from them and make themselves stronger, and see that in people that they might think they could never be friends with or love.

“I don’t feel obsessed at all with keeping up with anything, honestly. I just want to continue to enjoy making music and to enjoy being creative.” – Lady Gaga

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