FYI February 2015 by Hurst Design Co.

NORTH HARBOUR BUSINESS ASSOCIATION MEMBER NEWS AND INFORMATION

FEBRUARY 2015

NEW HORIZONS NEW MARKETS Get ready to grow your business PG 12

WHO’S WHO Spotlight on local businesses PG 8

HAVE YOUR SAY On Auckland’s Long-term Plan

PG 10

BOOST YOUR BUSINESS Massey interns for NHBA members PG 15

FAR MORE THAN FUNCTION Why great design matters

PG 21

www.nhba.org.nz

HAVE YOU EVER WONDERED WHY SO MANY TRAINING INITIATIVES FAIL? IT WAS A TRAINING EVENT, NOT A PROCESS. PROFILE Beginning with in-depth Profiling of participants to ensure they have the attitude and capacity to take the training on board. Remember - “You can’t carve rotten wood’.

WORKSHOP Secondly are Workshops to introduce the new skills and to train managers to facilitate the process.

THE SMART TRAIN PROCESS CERTIFICATION Finally, the process is monitored and measured by Fortune, who then conduct both online and inperson Certification sessions to ensure there has been real changes in the participant’s behaviours.

DVD/ONLINE Fortune and Smart-Train Systems (the online arm of Fortune International Ltd) provide an online coaching system for both managers and participants.

2015 WORKSHOPS

Participants will learn the fundamental skills to immediately implement into their personal effectiveness, productivity and leadership. All participants complete an online profile to attending the sessions. With a fee of $495.00 per workshop plus GST, it is a highly cost effective method of beginning the Fortune development process.

7 ELEMENTS OF LEADERSHIP

7 ESSENTIALS FOR SALES SUCCESS

MAR: APR: MAY: JUL: AUG: SEP: OCT:

Accountable Leadership Performance Development Communication Skills Recruitment Interviewing & Selection Delegation Skills Team Building Skills Strategic Thinking

“Working with Rod and his team, your business will become more focussed, as everyone works towards achieving Carver the same end goal” Head of Jennian HomesRichard and CMS Ltd

Solution Orientated Sales Strategic Account Development Effective Telesales Exceeding Customer Expectations Non Manipulative Negotiation Skills New Business Development Practical Sales Management

To book a workshop contact sales@fortunegroup.co.nz or phone 09 414 4190 Smart-train workshops are accredited under the New Zealand Trade and Enterprise Capability Voucher Scheme - up to 50% OFF workshop costs for approved businesses. Discounts are available for NHBA members

CONTENTS

FROM THE CHAIR

elcome to the first issue of FYI magazine for 2015. The coming year promises to be exciting for NHBA and the business area we represent. We have a fresh board, invigorated to accept the challenges of representing you, our members, across the coming 12 months. Our commitment to our key operational programmes remains undiminished. In 2015 we will continue to widen our CCTV camera network across the association’s area, fund our nightly security patrols and increase the visibility of our own transport and crime prevention programmes, through ongoing education programmes and access to specialist expertise. We urge you to take advantage of these programmes. 2015 will see the completion of the threelaning of SH1 between Constellation and Greville and the start of the two-year upgrade of Albany Highway. NHBA continues to participate in project meetings with both NZTA and Auckland Transport to ensure your needs and concerns are strongly communicated throughout the planning and delivery of these key infrastructure projects. We also continue to lobby on your behalf for an effective design of the planned SH18/1 upgrade to full motorway status as part of the

completion of the western orbital motorway network. We have already ensured that the Paul Matthews interchange will be redesigned to address local concerns. Successful advocacy is one of the NHBA’s key deliverables and your board is committed to ensure that the interests of our 4,000+ membership group of commercial property owners, businesses and their employees continue to be vigorously represented to both local and national government. The time-consuming evaluation of Auckland Council’s revised Unitary Plan, preparation of submissions and formal presentations on your behalf would be beyond the resources of most of our members but will be a major focus of our executive team this year. We will continue to give our members the opportunity to hear world-class speakers alongside a programme of After 5 visits to local businesses. We are committed to continuing to develop a range of more specialist networking groups like our increasingly popular Women in Business programme. This year will also see us working closely with Massey University to ensure that the Memorandum of Understanding signed with them in late 2014 delivers tangible benefits to the university, its students and our members.

IN THIS ISSUE 3 4 6 7 8

From The Chair In Brief Diary Dates Events Who’s Who

9 10 11 12 15 16

NHBA is already acknowledged by other similar groups and our stakeholder partners as providing an example of best practice in many of the programmes that we have developed. We have been approached by several interested parties wishing to avail themselves of our programmes. The board’s position is that while we are happy to provide whatever assistance we can to other groups in order to make the broader Auckland region a better place to do business, we are not going to dilute the efforts that we make on your behalf. Representing you and your values is a privilege and we are ever mindful that everything we do must be for the benefit of our members. However, we do see a commonality of interest with the business area currently being developed in the triangle formed by SH1, the Albany Expressway and Don McKinnon Drive. To that end we are evaluating a possible expansion into that area later in 2015. So, 2015 promises to be an exciting year for your board. I trust that it will be for all of you as well.

Yours sincerely, Kevin Moore Chairman

Business Growth Auckland’s Long-Term Plan Waste Minimisation New Markets Massey University Interns Transport

18 19 20 21 22 23

Crime Prevention Finance Law Marketing Associate Members Gold Sponsors

NHBA GOLD SPONSORS 2014 – 2015 trade colour print

CONTACT FYI MAGAZINE General Manager - NHBA Janine Brinsdon janine.brinsdon@nhba.org.nz

Editor Ruth Le Pla ruth.lepla@xtra.co.nz

Advertising Janine Brinsdon janine.brinsdon@nhba.org.nz

Design Lewis Hurst lewis@hcreative.co.nz

Printer Trade Colour Print tradecolour@orcon.net.nz

North Harbour Business Association 12 Parkway Drive, Albany. PO Box 303 126, North Harbour 0751 Office 09 968 2222 Web www.nhba.org.nz The opinions expressed in this publication are not necessarily the views of the publishers.The publisher does not endorse any person, company or organisation that advertises in this publication.

NHBA.ORG.NZ FYI FEBRUARY 2015 3

IN BRIEF

Data: Friend or foe? Please take five minutes to fill in a simple survey and let us know your thoughts. Knowledge is critical if we are to support economic growth. The complete picture doesn’t exist so NHBA wants to be the go-to resource for local information. Your data won’t be shared – just used to tailor services and support programmes. The desire to connect, communicate and collaborate underpins the growth of NHBA’s programmes. The success of our expo and networking events proves the value that North Harbour business owners, managers and stakeholders place on building local economic hubs. We have both the scale and diversity within the district. Accurate business demographic data will help join the dots. High performance demands efficiency, which

Networkpro wins award

can be achieved through greater collaboration, and access to expert, specialist resources. Increased demand by industry, investors, educators and government stakeholders for accurate business demographics, will continue. NHBA General Manager Janine Brinsdon says access to local knowledge, gained through this survey, will create a competitive advantage for North Harbour. All completed surveys will be automatically entered into a prize draw – details shown at the end of the survey.

The survey will only take five minutes and can be found on the NHBA website: tiny.cc/561jtx

Congratulations to local business Network Pro for taking out the prize for making the most Sonicwall sales for calendar year 2014. Network Pro received its prize certificate from Connector Systems and Dell Sonicwall at events in Auckland and Wellington late last month.

Return of a familiar face Great news for NHBA and our local businesses – Anna Crane will be managing several projects for us over the next six months. Anna is well known to many of our members in her former role as NHBA’s Crime Prevention Programme Manager. Among other projects, she will be working on our Asian business programme – aimed at increasing knowledge, connections and growth amongst these business owners and investors within North Harbour. She is also working with industry experts to create a new inorganic collection service which will be launched in early March. If you would like to contact Anna to discuss any of these initiatives, please email projects@nhba.org.nz

The Alternative Board gives you access to the collective wisdom of other business owners in your local community. There is no need to feel alone anymore. Call Stephen James today

021 606 934 www.TheAlternativeBoard.co.nz

The Alternative Board® Shared Wisdom, Bottom Line Success

IN BRIEF

Healthy job market in 2014 Last year saw a 10 percent increase in ads for new jobs with over 20,000 more jobs advertised in 2014 than the year prior, according to recent data released by SEEK New Zealand. From an industry point of view, information and communication technology still outstrips all other classifications in terms of sheer quantity of available jobs. The sector had almost twice as many advertised roles as the second highest area of opportunity – trades and services – in 2014. Unsurprisingly, Auckland still plays host to the lion’s share of the country’s jobs, followed by Wellington and Canterbury. However, when it comes to high achievers growth wise, the regions shone. Four of the top five high performers by growth were outside of New Zealand’s main centres: 1. Southland 31.95 percent 2. Marlborough 28.62 percent 3. Tasman 16.64 percent 4. Auckland 13.16 percent 5. Bay of Plenty 12.05 percent Looking at the other side of the market,

applications for roles on SEEK increased 3.6 percent in 2014, signalling a positive year for the country’s candidates as opportunities grew at a faster rate than applications. In terms of sheer quantity, information and communication technology drew the highest overall number of applications with more than 900,000 received across the year. Administration and office support and hospitality and tourism roles also received an impressive number of applications in 2014, attracting over 800,000 and 500,000 respectively. “Last year was a stellar year. And with media and analysts alike labelling our economy as a ‘rockstar economy’ and with over 275,000 jobs listed on seek.co.nz throughout the year, I’d have to agree, says Janet Faulding, General Manager of SEEK New Zealand. “It’s fantastic to see increasing business confidence trickle down to the job market and subsequent strong growth in the number of jobs available to Kiwi candidates.”

Dine at K’Dine Check out local restaurant K’Dine and ask owner Bob Konar to share his recipe for his rabbit leg signature dish. Bob, who bought the business July last year, says he was attracted to North Harbour because he recognises that the North Shore is an up-and-coming market and wanted to be involved. He’s most proud of his restaurant’s ambience, food and growing reputation for good service. K’Dine achieved a top rating of 4.3 (out of 5) on Zomato restaurant reviews – for the whole of the North Shore. “The challenge is getting people to know we are here,” he says. “When they do, they come back.” Among K’Dine’s signature dishes are rabbit leg and roast stuffed quail. Bob is happy to share his hitherto secret recipe for the rabbit – just email him on bob@kdine.co.nz

DIARY DATES

6 3

BY THE NUMBERS 5.4 %

Diary Dates February

4 NHBA Training STRIDE Information evening

The current

unemployment rate

$572 million

The annual budget deficit projected by Treasury for this financial year

$131 million

The amount of unclaimed money held by Inland Revenue ready for collection

2.7

The number of people living in the average New Zealand household

1200mm

Auckland’s average annual rainfall

100kg

The amount of butter produced per head of population in New Zealand each year

March NHBA, 12 PARKWAY DRIVE, ALBANY

NHBA and The Marketing Association invite you to attend the launch of this new SME workshop series. Go to page 9 of this magazine or nhba.org.nz/events

17 Invitation from Auckland Council – 10 Year Budget information THE SALVATION ARMY, 90 ROSEDALE ROAD, ALBANY

Upper Harbour Local Board invites you to come and learn about council’s plans for the next 10 years. Join the debate on transport investment, housing, rates and economic development. See page 14 of this magazine or go to nhba.org.nz/events. Free but RSVPs are required.

11 NHBA Training – Effective Communication NHBA, 12 PARKWAY DRIVE, ALBANY

Lance Burdett repeats his popular course from last year. Effective communication can make all the difference to your business and team in 2015. See nhba.org.nz/events or page 18 of this magazine

20 The Business Hub NORTH SHORE GOLF CLUB, 51 APPLEBY RD, ALBANY

Learn how shame, blame and regret affect your health and how you relate to people. RSVP to robert@miit.co.nz or see nhba.org.nz/events for details

24 NHBA Women in Business Workshop AUT MILLENNIUM, 17 ANTARES PLACE, ROSEDALE

See page 7 of this magazine or go to nhba.org.nz/events

25 NHBA Business After Five MASSEY UNIVERSITY, ALBANY CAMPUS

See page 7 of this magazine or go to nhba.org.nz/events

16-27 Walk for Coffee Earn yourself a free coffee from registered cafés simply by walking there. nhba.org.nz/walkforcoffee

25 Managing Stress NHBA, 12 PARKWAY DRIVE, ALBANY

Watch this space

NHBA’s 2015 Business Expo will be held in September. Now in its fifth year, this showcase event has grown from humble beginnings in 2011 to over 700 visitors. In 2015 we want to make this event even more successful. We are working on some innovative concepts to increase visitor numbers and provide our loyal exhibitors with further opportunities to increase their profile within the North Harbour, North Shore and greater Auckland business markets. This time the bar will be raised even higher. Exhibitor bookings will commence in July. We’ll keep you posted. 6 FEBRUARY 2015 FYI NHBA.ORG.NZ

Learn from Lance Burdett how to minimise the impact of stress in your workplace. Spaces are limited. See nhba.org.nz/events or page 18 of this magazine To keep up to date with what’s on please see nhba.org.nz/events. If you’d like to feature your events in future editions of FYI magazine please contact janine.brinsdon@nhba.org.nz

EVENTS

NHBA Women in Business Event

The Assertive Woman

oin us on 24 February to hear guest speaker Pam Cronin, brought to you by Bright*Star Training, at our upcoming ladies-only event. NHBA is delighted to invite you to this seminar on how women can build on their innate strengths, avoid undermining their own interests and communicate assertively regardless of the situation. Pam will share tips on how to approach conflicts with grace, how to say “no” and feel good about it, and how to express yourself with confidence to get what you want. For many women, saying “no” and putting their own interests first can be hard. Many women have been raised to build and maintain relationships, compromise and be fair. As adults, this means they prefer to negotiate differences and take other people’s views and feelings into consideration. They often seek to discuss options, avoid open conflict and don’t say no even when they really should. Pam has more than 15 years’ experience working with organisations across the public and private sectors. Her training combines rich, contemporary theory and stimulating activity, providing practical tips and advice.

Pamela’s professional and relaxed facilitation style helps participants progress their skills and achieve insights relevant to their work. Each attendee will take away a reference handbook containing:

• A copy of the “Women’s Assertiveness Bill of Rights”;

• A response toolkit for

Pam Cronin

addressing conflict; and

• Practical tips to build their assertiveness. Please join us for this ladies-only event. Enjoy a delicious high-tea-style morning tea and take the opportunity to network with other local business women.

SAVE THE DATE

When: 10.30am – 12.30pm, Tuesday 24 February Where: AUT Millennium Institute, 17 Antares Place, Albany RSVP: tiny.cc/ix4vsx Cost: Free for two representatives per member organisation. Additional member guests are welcome at a cost of $25 +GST. Non members are welcome at a cost of $40 +GST.

Massey University Business After Five

oin us on Wednesday February 25 at the Massey University Business After Five event and learn more about the resources available through the university for you to upskill yourself and your staff. Hear case studies from companies that have used Massey’s research to grow their business and improve profitability. Take the opportunity to see Bloomberg in action in the live trading room – Massey is the only university in New Zealand to have these terminals. And get talking with Massey students. You may meet your next employee there. Massey University undertakes three levels

of research – bespoke, postgraduate research and internships. Find out how you can utilise this research for your business growth. Last September NHBA and Massey University signed a Memorandum of Understanding establishing an important base for an ongoing relationship and focusing on business growth. We are working together to help build an effective eco-system to foster economic growth and centres of excellence. Massey is keen to partner with local companies and wants to understand local business needs. Come along and be part of the conversation.

SAVE THE DATE

Where: Massey University Albany East Precinct, Albany Expressway (SH17), Albany. (Via Gate 1) When: 5pm - 7:30pm, Wednesday 25 February RSVP: tiny.cc/raxhtx Cost: There is no charge for NHBA members. Non NHBA members are welcome at a cost of $25 + GST per person. NHBA.ORG.NZ FYI FEBRUARY 2015 7

LOCAL BUSINESSES

WHO’S WHO This new regular section of FYI magazine features local business people and their companies. If you have any suggestions on who you would like us to profile in future issues please drop a note to Janine Brinsdon on janine.brinsdon@nhba.org.nz We help take their tender submission to a new standard and maximise their chances of winning. We create video, PowerPoint and an array of other material, along with the development of communications plans to help them win work through other channels.

Typically, who are your customers?

Nicky Lowe Tenderwins

or the past six years, Nicky Lowe’s local business Tenderwins has been helping other companies win more work through tender or other pitch situations.

What does the business do? We work with clients from pre-bid strategy and bid assessment through to full tender submission support and on to the final presentation.

What do you like about being based here?

Can you recommend somewhere local for a quick lunch?

I love the North Shore. It’s my home and being able to work here as well is a privilege. It’s great to be able to give business to local people and support the area.

What is something great that your business has achieved? We’ve taken the level of bid presentations to a world-class standard. And we never do business as usual. Strategy + message + design = a new standard in tendering. Our figures say it

Typically, who are your customers? Besides our leisure travellers, we currently focus on SME businesses with about 10 to 200 employees. We’re also involved with school groups, conferences, company incentives and loyalty programmes.

8 FEBRUARY 2015 FYI NHBA.ORG.NZ

We want to help as many companies as we can to win more work and grow their businesses.

What do you like most about your job?

We help businesses maximise their travel spend and save on costs. We make a difference though in-depth reporting on their travel spend and efficient travel management. Our team handles all aspects of travel including holiday, group, conferences and business travel.

ith 40 years’ experience in the travel industry, John da Silva Bento says he loves being actively involved in all aspects of the business and enjoys being able to assist and advise wherever he can. For the past five years he’s been with North Harbour Travel in Albany and Grey Lynn where he’s the Managing Director and Owner.

What are your goals for the next 12-18 months?

Any business that wants to win more work and has the vision to realise that going outside the square and doing something different will increase their chances of winning. Our customers range from small to large businesses.

What does your business do?

John da Silva Bento North Harbour Travel

all: $2.4 billion in successful tender wins over the past six years.

How long has the business been based in the area? Eight exciting years.

What do you like about being based here? This is such an interesting and vibrant area. Nothing stands still for too long and this provides a multitude of opportunities for business growth.

What are your goals for the next 12-18 months? To connect with people wanting a fresh look at

Nothing is more satisfying than seeing the look on my clients’ faces when we deliver them a product like they have never seen before, and seeing how proud they are of their documents. It’s awesome.

Normally in the office.

Where do you go for your morning coffee? I don’t drink coffee.

What’s different about your workplace or job? Working in such a pressured environment means that at the end of the day you must have a sense of humour.

their travel spend and cost savings. Our goal is to grow our customer base on the shore and expand our business.

What do you like most about your job? I enjoy travel and particularly visiting new destinations. I like to listen to customers’ holiday adventures. I enjoy delivering travel solutions and alternatives to companies.

Can you recommend somewhere local for a quick lunch? I’ve recently discovered Mexicali Fresh just off Constellation Drive.

Where do you go for your morning coffee? It depends on where I am at the time. My three favourites are Columbus on William Pickering Drive, Mozaik on Constellation Drive and Paper Moon in Mairangi Bay.

What’s different about your workplace or job? Our workplace is very lively and with that come daily happenings that you cannot help but laugh about. It’s still a fun industry. I also enjoy teeing off with new people and current customers to engage in some light “business on grass”.

BUSINESS GROWTH

Take The First Stride

HBA is partnering with the Marketing Association to provide exclusive courses for NHBA members. The key to business success is the ability to understand what your customer really wants. Business failure can often be attributed to owners or managers not having access to the skills necessary to make a success of their ideas. Following interviews with NHBA members, the Marketing Association has devised a series of short workshops to help small business owners grow their businesses through better marketing. The Stride series consists of seven sessions, each lasting about two hours. Presented by an experienced marketer who has worked for many years helping small businesses improve their marketing, Stride covers everything you need to get the most out of your business. The Stride sessions will show you how to: • define the real business you are in; • identify your customers and what they really need; • reach existing customers

and acquire new ones;

• convert new customers into long-term clients; • keep them engaged; and • deliver exactly what they want. A satisfied customer becomes your advocate, your asset and assurance to business success and growth. Research on SME business performance shows that many SMEs fail because the owner/operators do not have the necessary business skills to make a success of their ideas. More than any other business skill, the ability to deliver what a customer really wants will ensure a business survives and thrives.

Find out more

Prices & Benefits Each Stride module costs $200. That’s a $1400 investment across the entire seven-part course. Businesses can apply for NZTE Voucher Programme support – reducing their investment to just $700 over the seven modules if your company qualifies. All NHBA members who complete all seven SME modules will receive a free e-learning course with a choice of specific digital marketing courses. This is usually priced at around $550. We also offer anyone attending all seven modules a free consultation session with the course advisor.

As an NHBA member you can attend a free introductory Stride session. When: 5.30pm - 7pm, Wednesday 4 March Where: North Harbour Business Association, 12 Parkway Drive, Albany RSVP & full course details: tiny.cc/jzh5sx

ADVOCACY

Have your say on council’s Long-term Plan MAYOR’S VISION Creating the world’s most liveable city

UNITARY PLAN

Policies and rules to implement the Auckland Plan

AUCKLAND PLAN

LOCAL BOARD PLANS

30-year vision and strategy for Auckland

3-year plans of 21 Local Boards

PLACE-BASED PLANS Spatial Plans for geographical areas E.g. Local Area Plans, City Centre Masterplan and Waterfront Plan

CORE STRATEGIES

E.g. Economic Development Strategy, Waste Management & Minimisation Strategy

f you want your business rates spent locally, this is important. Does Auckland Council’s proposed 10 year budget reflect the priorities of your business? Does the council’s 20152025 Long-term Plan support your investment? If not, what do you want changed? Submissions close at 4pm on March 16 and NHBA is preparing a submission on your behalf. Please take the time to review a summary of the 2015-25 document posted on our website: http://tiny. cc/nbwhtx. It is important that North Harbour’s priorities are understood by those who decide where your money is spent. On review of the 2015-25 budget, lack of investment in economic development compared with lifestyle and recreation, continues to be a concern. Therefore we will continue to lobby on your behalf for clarity of local versus regional spend in business support. Transport and housing are likely to dominate concerns voiced in the media in coming months as discussion on Auckland Council’s fiscal priorities continues to evolve. Every three years, NHBA has the chance to submit on your behalf to Auckland Council’s Long-term Plan. In 2012-22 we focused on the need for local investment in roading infrastructure – and supported the need for a second Waitemata Harbour Tunnel and the investment in public transport increased real-time information. We also voiced concerns about the level

10 FEBRUARY 2015 FYI NHBA.ORG.NZ

LONG-TERM PLAN

Council’s 10-year plan and budget for 2012-2022; and Annual Plan (2012)

LOCAL BOARD AGREEMENTS Annual budgets of 21 Local Boards

It is important that North Harbour’s priorities are understood by those who decide where your money is spent.

of economic development funding, the ambiguity of the Contributions Policy and the need for a clear Regional Economic Strategy. These key elements of NHBA’s 2012-22 submission will be reflected in our ongoing advocacy and the current 2015-25 Long-term Plan budget review. It is pleasing to note that there have been significant advances in national and local government roading investment since 2012. If you want your views included in NHBA’s collective submission, please email Janine Brinsdon on janine.brinsdon@nhba.org.nz or phone her on 021 212 4942 or 09 968 2222 before Tuesday March 10. Janine is available to meet with you if you require further clarification. Your voice does count. So please let us know your views as soon as you can. Please review the 2015-25 summary uploaded on the NHBA website tiny.cc/nbwhtx. We invite you to attend a free information workshop, hosted by Upper Harbour Local Board on Tuesday February 17. This is your chance to talk directly to the local politicians and council representatives. RSVP tiny.cc/lngetx

Long-term plan 2015 – 2025 Share your views with the Upper Harbour Local Board

ur Local Board Plan 2014 is an outline of your ideas that we want to take forward. Last year we got your feedback on your objectives for this great community. Now we are asking for your views on Auckland Council’s 10-year budget. Upper Harbour is growing and we need to ensure we get your feedback on local and regional priorities. We want to progress projects locally that matter most to you, with a big focus on community facilities, parks and transport. One of our biggest priorities is to progress the Upper Harbour Local Economic Development Plan and we will be working with businesses and key stakeholders to deliver this. The Albany Stadium Pool project, Albany Highway and the Tauhinu Road upgrades are all underway. Two newly-purchased community facilities will provide necessary amenities for this fast-growing community. We will continue to deliver these projects as well as starting the planning for new reserves in the Hobsonville Corridor, start the Albany Hub project and fund community grants. Please visit shapeauckland. co.nz to find out more and have your say on the draft Long-term Plan 2015-2025. There are crucial decisions to be made about the future of Auckland and we need your views to steer us in the right direction. The consultation is open until 4pm 16 March 2015, and you can also attend Auckland Council’s Have Your Say event on Saturday 28 February at QBE Stadium – please visit shapeauckland.co.nz to register. You can visit aucklandcouncil. govt.nz for more information. Brian Neeson, Chairperson, Upper Harbour Local Board

WASTE MINIMISATION

Three minutes of your time

elp us help you do your bit for the environment by filling in a short survey. NHBA has obtained support from the Auckland Council Waste Minimisation Fund to research your ideas on an inorganic collection service for our members. We’re aware that many businesses in North Harbour occasionally have bulky waste items to dispose of – including many that don’t fit into their standard waste bins. Businesses also tell us they have unwanted waste goods that are still in good working order. NHBA has prepared a survey to deter-

mine whether members are interested in an inorganic collection that helps businesses to dispose of bulky waste and provides an avenue for donating waste goods to local community organisations. Such a service would help our business and property owners keep their sites tidy and reduce waste to landfill. We would also be supporting the wider North Harbour community by supplying much-needed resources to local community groups. NHBA Project Manager Anna Crane says North Harbour is regarded as a fantastic place in which to work and invest. “We are the envy of many other commercial areas within Auckland and NHBA wants to play its part in helping our local businesses keep it like this,” she says. “We encourage you to take part in the survey so we can deliver what you want.”

To help us plan this service we would really appreciate if you would complete this short survey by Friday 27 February. It will take no longer than three minutes. Go to: tiny.cc/61k5sx

12 MONTH COMMUNITY MEMBERSHIP FROM

11.74

PER WEEK *Conditions apply

09 414 0844 albanyrecreation.ac.nz NHBA.ORG.NZ FYI FEBRUARY 2015 11

BUSINESS GROWTH

NEW HORIZONS Y NEW MARKETS Get ready to grow. Here’s how to seize opportunities and expand your business.

12 FEBRUARY 2015 FYI NHBA.ORG.NZ

ou know you want your business to grow. So, how exactly do you go about it? What do you need to think about when considering a new market? And what tricks and traps have others learnt that can help make your journey smoother? Firstly, it’s helpful to know that the pool of knowledge is much wider than many people think. The key is to tap into other people’s experience and expertise in both export and domestic markets. While New Zealand Trade and Enterprise (NZTE) focuses on growth in international markets, for instance, many of its insights apply equally to the home market right under our noses. A recent meta-study is a perfect example. Trying to distill down the key ingredients that make up successful international growth companies, NZTE recently trawled through a stack of existing New Zealand and offshore research and case studies.

BUSINESS GROWTH

The key is to tap into other people’s experience and expertise in both export and domestic markets.

The end result? A “study of studies” that, according to NZTE’s General Manager of Services David Downs, highlights the common factors that drive such success.

• A focus on leadership: a qualified management team with strong leadership skills;

• An entrepreneurial attitude and systematic R&D behaviour;

• A learning environment with ingrained feedback systems;

• Agility and willingness to change with growth and market conditions;

• Long-term planning and commitment; and • An emphasis on people. Writing in a recent issue of Idealog, Downs says many finalists and winners in the New Zealand International Business Awards – for which he is the 2015 Convenor of Judges – demonstrate exactly these behaviours. Similarly, comments from NZTE Customer Director Carole Wright resonate with export and local companies alike. According to Wright, the most common oversights intending exporters make when planning to grow their business are:

• Underestimating the time and resource to develop a market;

• Focusing on the most accessible markets first or multiple markets at the same time; and

• Not taking the time to plan properly. If all that sounds a tad too familiar, she offers a string of quick-fire suggestions around how to deal with this. Get your big-picture thinking sorted first. NZTE always advises anyone thinking of entering a new market to place huge emphasis on preparation. “Like any project, it needs to be carefully considered, planned and managed,” says Wright. “Plans and budgets should be prepared, and objectives need to be set. What does the business want to achieve?” Then it’s down to the details:

• How will your existing business scale up? • What impact will this have on the rest of the business? (Both people and resources.)

• Is the product market ready? • What will the business need to do to get market ready if it isn’t? (Maybe look at packaging or technical compliance?)

• Who are your competitors? • Are you competitive and what is your unique selling point?

• Is your IP covered?

Solutions Plus

iMake’s story

Solutions Plus is an Albany-based package software development company focused primarily in women’s health. Formed in 1993 by Carol and Malcolm Briggs, there are now 10 people involved in the business: a mix of both employees and contractors. Solutions Plus started out developing bespoke software, developing over 100 custom solutions many of which are still in active use 20 years later. It also developed a number of packages for vertical markets within the health sector which were becoming increasingly successful. Seven years ago the company decided to change its business model to focus increasingly on further developing and promoting four of its most successful software packages – Maternity Plus, Gynaecology Plus, Anaesthesia Plus and Surgery Plus. The company has also branched out into the Australian market. Carol Briggs shares the following four pieces of advice: 1. Build relationships in your export market – the power of referrals is not to be underestimated. These relationships can also help delay the significant cost and risk of setting up your own physical presence in a new market. 2. Don’t try to sell a New Zealand product to an overseas market if the market has different requirements. Ensure your product is market-ready before you attempt to enter the market. Expectations in Australia have in some cases been higher than in New Zealand and the focus has been on different parts of the product. 3. Where possible, focus on a limited geographical area, e.g. a small selection of states in Australia. This makes it logistically easier if you are marketing directly from New Zealand and referralbased sales are more likely to happen within the same geographical area. 4. Go for a vertical market. There are too many international players to compete with if your product is not unique or doesn’t have a compelling point of difference. It can be difficult selling into new markets against international players.

For Peter Eastwood’s business, growth has come about both organically and through acquisition. Eastwood is a co-owner of iMake Ltd, a supplier of handcrafted food and beverages that he first set up from scratch in 1989 making home-brew in Petone. Twenty-two years later, and since shifted to Albany, iMake now employs 50 people in New Zealand and another 15 in Australia. It sells mainly through retailers and has around 2000 different product lines. Eastwood attributes much of his company’s success to simply following his nose and seizing good opportunities that have come along. “We tended to buy out the partners we were dealing with when they wanted to sell out,” he says. “Mostly we were dealing with ma and pa businesses and their exit strategy was to sell to us.” He says most of the best moves proved to have been based on good alliances and strong synergies. “With a lot of our purchases we were getting our money back within six months to a year, which is tremendous for a new purchase,” he says. “But some of them weren’t well aligned and we got mesmerised by the thought that we were invincible.” Eastwood also soon figured out that working with businesses operating in other time zones becomes exponentially more complicated the further away they are. That’s partly due to difficulties from trying to have direct conversations with people who are just starting work as Kiwis clock off for the day – and vice versa. The trick is to get good management in place on the ground there, he says. “And if you’re not prepared to get on a plane and go see them, don’t buy the business.” Finally, Eastwood suggests Kiwis remember just how culturally different other people may be. “Just because Americans are English-speaking it doesn’t mean they have the same culture as you,” he says. NHBA.ORG.NZ FYI FEBRUARY 2015 13

BUSINESS GROWTH

• What channel(s) to market do you want to focus on?

• Who do you need to target? • Where can you get help? Wright emphasises that thorough research will help determine whether your company is targeting the right market or not. In essence, you need to be rock-solid sure that there is actually a demand for what you want to sell there. “Validation is crucial,” she says. “Don’t just go by a friend or family member’s suggestion or jump at the first distributor or contact that shows interest in your product.” And finding the right partner is vital too. In some countries it can be very complicated, expensive and protracted to extricate yourself from a contract. “There can be a tendency for product push,” she warns, “without any quality research on fundamentals. A key consideration to make is whether the product or service is the right fit for the market.” And finally, although it’s very tempting, resist the urge to simply replicate what you are already doing in existing markets. While it may work a treat in one place: that may not be what other people want somewhere else.

Going international NZTE provides a huge amount of services and support to would-be, first-time and seasoned exporters alike. Most of it is free. NZTE can help with research, contact in markets and strategy development. It can help you get ready to raise capital, advise you on the best governance structure for your company, help you practice pitching for new business and much more.

• Not sure if you’re really ready for exporting? Try out the few simple questions in NZTE’s Export Ready Questionnaire. They’re aimed at helping you understand where you are on your export pathway and how NZTE can help you reach your goals. nzte.govt.nz/en/export/ export-ready-questionnaire/

• Talk with members of NZTE’s customer advisor team about your plans. NZTE can guide you on the next best steps and connect you to the key

sources of support you need. Call the freephone number: 0800 555 888. Or email via the website: nzte.govt. nz/en/contact-us/general-enquiries/

• NZTE may put you in touch with other agencies such as Callaghan Innovation for support with your R&D plans or with local Regional Business Partners for training and specific areas of capability support.

• Read NZTE’s free Guide to Export. Broken into three parts, this covers thinking about exporting, preparing to export and growing your exports. nzte.govt.nz/en/export/

• Learn more about international markets: nzte.govt.nz/en/ export/export-markets/

• Sign up to Export News – a free fortnightly enewsletter full of useful tips and information. nzte. govt.nz/en/news-and-media/ sign-up-to-export-news/

BUILDING BUSINESS CAPABILITY

Interns for NHBA members Want a short-term energy boost for your business? Consider a Massey University intern.

assey University is loaded with bright, energetic students eager to gain work experience. These students may represent opportunities for your business to fill a temporary skills shortage or tackle a specific project at low or no cost. Internships represent a classic win-win scenario. Companies can benefit from access to bright young minds and an extra pair of hands to tackle specific projects without long-term commitments. Students can benefit from the opportunity to gain work experience, apply their new knowledge to solve real-world issues and explore potential future career options. Massey University offers NHBA members opportunities for both informal and formal internships.

Informal Internships

These provide NHBA members with an easy, fast and flexible opportunity to engage with a Massey University student. If you’ve got a project which you think might be perfect for a Massey student, contact careers advisor Trish Fleetwood to promote an informal internship or part-time job opportunity. Trish can help you create the appropriate posting and coordinate distribution to students and staff. An advantage of these informal internships is that you get to set the terms of the position (such as paid/unpaid, minimum hours etc). You can also seek out students to fill skills gaps at your firm. A disadvantage is that the university will not pre-screen the applicants. However, Trish will notify appropriate academic staff that an NHBA member has posted a position and they will in turn promote the opportunity to their top students. Trish Fleetwood Massey University Careers Advisor Phone: 09 414 0800 ex 43212 Email: P.C.Fleetwood@massey.ac.nz Web: careers@massey.ac.nz

Formal Internships

These provide NHBA members with access to top-calibre Massey students at no cost. Two formal internships options are available through the Massey Business School. In these internships, students pay regular course fees to take the paper and expect to receive supervised guidance from employers. In essence, they are learning from you and your business, rather than learning from a classroom setting. Don’t panic. You don’t need to babysit the interns, rather simply provide guidance to allow them to accomplish the project you’ve assigned.

Massey University offers NHBA members opportunities for both informal and formal internships. An advantage for employers is that they get access to the university’s top students for a set timeframe. The students are pre-screened by the academic staff and only the top students are selected. Another advantage is that there is no cost to the employer. Disadvantages are that the programmes are less flexible than informal internships. These internships represent formal papers in which the students enrol; therefore timeframes align with school semesters. Internships for semester 1 are arranged by November for start in March. Those for semester 2 are arranged by May for start in August. To achieve credit for the internship papers,

students are required to complete specific assessments for grading by Massey staff. Employers also provide some formal assessment of the student’s performance although this is not onerous. For general business internships (including accounting, finance, human resources, management and marketing), contact Dr Kaye Thorn. For communication internships, contact Dr Margaret Brunton. Dr Kaye Thorn Massey Business Internship Coordinator Phone: 09 414 0800 ex 43395 Email: K.J. Thorn@massey.ac.nz Assoc. Professor Margaret Brunton Massey Communication Internship Coordinator Phone: 09 414 0800 ex 43312 Email: M.A.Brunton@massey.ac.nz NHBA.ORG.NZ FYI FEBRUARY 2015 15

TRANSPORT

Albany Highway: Progress report Retaining wall to the north of Rothwell Avenue next to Club Physical.

HBA is working with Auckland Transport and Fulton Hogan to ensure our businesses and commuters have the maximum amount of notice of works on the Albany Highway upgrade. We aim to help minimise the impact of any closures on the logistics of your business and any inconvenience to staff. The $38 million Albany Highway Upgrade Project project – which kicked off in November last year – is well under way with many improvements already noticeable. Contractors Fulton Hogan on behalf of Auckland Transport are driving hard to take advantage of the glorious summer weather with an ambitious programme of works over the next few months. The Rosedale Road intersection is being rebuilt in stages to allow traffic lights to be installed. Currently, road layout changes are

Looking south at the modified Rosedale roundabout.

being implemented as each different area is widened. To minimise disruption when the road surface is built, the option of closing the intersection for one weekend during the April school holidays is being investigated. This would allow the work to be carried out in one exercise rather than being spread out over a longer period. The first of the retaining walls between Rothwell Avenue and Oakway Drive is nearing completion and all walls should be built by the end of May. After completion, road reconstruction will commence and a traffic switch is planned for mid-year to allow for completion of the other side of the highway. Trenching is being carried out in various places along the length of Albany Highway and on some of the side roads. Some is for drainage works and some is to accommodate ducts for undergrounded power lines and the

relocation of other services. Piling works and bridge construction for the replacement Days Bridge are scheduled to start in February and continue in stages for the duration of the project. Similarly, the replacement of the footbridge in the reserve at the end of Wharf Road associated with drainage works will start in February. The construction of the stormwater treatment pond in the North Shore Golf Course is scheduled for completion in April. While a minimum of one lane in each direction is kept open during the project team’s normal working hours of 7am to 7pm, there will be occasions when there will be some additional inconvenience. This is unfortunate but unavoidable and will be kept to a minimum. This will include some night works for road crossings and short periods of interruption during the day outside of the peak hours, for other essential works such as tree felling. The project team asks that everyone using the Albany Highway take notice of the speed restrictions that are in place to ensure the safety of both the workers and the general public. Future updates can be found: tiny.cc/3y2jtx

YOUR FINANCIAL SECURITY IS OUR PEACE OF MIND Life’s path is subject to change and the changing of family’s needs impact not only on day-to-day money matters, but also stress the importance to plan for how to protect loved ones’ financial futures. We are passionate about helping people to plan for their future. We specialise in personal service, offering our clients peace of mind by protecting the financial security of their families through personal insurance cover.

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To arrange a meeting please contact us on: P. 09 414 6078 M. 021 0844 2524 E. ptuffin@maat.co.nz

Paul Tuffin RFA

TRANSPORT – NZTA UPDATE

elcome to 2015. I hope you all had a wonderful and safe holiday break. This will be an exciting year for the Northern Corridor project as we continue to build on the progress we’ve made so far. Firstly, I’d like to thank those of you who attended our Community Open Days in November, emailed or phoned us, or have come to visit us at our Information Hub at 33A Apollo Drive. We’ve had a great response to our first round of engagement with over 500 people attending the open day and many others contacting us by email, phone or visiting the project office. So far we’ve received approximately 200 pieces of feedback on the project and these are now with the design team for consideration in further developing the concepts for the project. The extension of the Northern Busway is a key aspect for not only this project, but the community also. We’ve had overwhelming support for the busway and we’ll be progressing this along with the motorway upgrade through

to consenting. We’ve also had the community ask for more parking at the bus stations and we’ve passed on this feedback to Auckland Transport. Impacts on public open space and potentially-affected landowners, business owners and tenants are at the top of our minds as we progress the concepts into one or more options. The option(s) will then be assessed against a number of factors such as cost, environmental and /or social impacts, constructability and safety. Community and stakeholder feedback will also be taken into consideration as part of the option assessment process. This work is underway at the moment and we will have a preferred option (or options) developed within the next few months. Once we have a preferred option(s) we will contact those who may be affected to discuss the impacts the project may have and the next steps forward. In the meantime, if you want to talk to the team about property issues, or any concerns you may have, please contact us to set up a meeting. Later in the year we will be presenting to the wider community the preferred option(s) and explaining how we arrived at them. Once we’ve refined the preferred option(s) in

more detail towards the end of the year, the community – and wider public – will be able to provide us feedback once again, before we lodge consents. Thanks, and until next time, Sarah Sarah Cronwright is a Principal Transport Planner at the NZ Transport Agency and Project Manager for the Northern Corridor Project.

CRIME

WELCOME TO THE TEAM

Train your brain

Dave Loader has joined the NHBA team as Crime Prevention Support. He brings to his new role a wealth of experience in the security sector. He previously worked for 12 years with Icon Security Ltd, which was located in William Pickering Drive, Albany. During his career he has focused on the security and protection of people and property, and he says he is excited to have the opportunity to represent NHBA in the crime prevention division. “I have seen North Harbour develop and grow over the years,” he says, “and am looking forward to working with NHBA members, NZ Police and the security companies to help keep North Harbour crime free.”

Back by popular demand: we’re rerunning training programmes designed to help you reduce frustration, increase your ability to communicate and defuse stressful situations. In October last year, we hosted a training session presented by Lance Burdett from Warn International. It was so popular that we are repeating it in March this year and splitting the content over two sessions. Having great communication skills and understanding stress will help you grow your business. At these sessions you will learn how to:

Dave says you are welcome to contact him on 021 560 287 or crimeprevention@nhba.org.nz

• stop having to double-guess what people really mean;

• understand emotions and how they impact on staff and customers; and

Door Buzzers

s the weather hots up, some companies are leaving doors ajar for air circulation. While this helps cool us all down in the soaring summer heat, it also makes it easier for unauthorised visitors to come help themselves to your belongings. So now is a good time to take extra steps to ensure your valuables are protected. Businesses without full-time receptionists are especially vulnerable to ‘stair walkers’ who are usually looking for iPhones, laptops, car keys or handbags left by the front desk. NHBA has available a very simple buzzer which may come in handy. Please email Dave Loader, Crime Prevention Support, on crimeprevention@nhba.org. nz to arrange a visit to see if we can help.

• deal with pressure and relax. Enhanced Communication Skills Learn how to quickly de-escalate the angry, empathise with the sad, politely

Save the date

dismiss those who want to talk at-length and engage with those who are reluctant to speak with you. You will learn communication techniques used successfully by crisis negotiators worldwide and understand how emotions play a large part in our communications. Lance will cover a variety of situations including; dealing with customers, managing staff, attending meetings and delivering presentations. Generational differences in communication will also be discussed.

Personal Resilience Practices Understand how the brain works when under emotional stress and how to control your emotions in tense situations. Lance will cover practical techniques on managing your emotions, how to deal with vexing problems, using your thoughts to relax, and ways in which to forget about work at the end of the working day. Dealing with pressure and relieving stress will also be covered.

Who should attend? B usiness owners, line managers, HR personnel managers, sales people and recruiters. Cost: Free for two representatives from each NHBA member. Additional member guests are welcome at $25 +GST. Non-NHBA members are invited at a cost of $45 +GST per person. More details on both sessions: www.nhba.org.nz/events (March) Enhanced Communication Skills – 11 March, 10.30am, NHBA Training Room, 12 Parkway Drive, Albany. Personal Resilience Practices – 25 March, 4.30 pm, NHBA Training Room, 12 Parkway Drive, Albany.

PROFESSIONAL DEVELOPMENT_FINANCIAL

Cash-flow versus profit Virginia Stallard from Vision Accounting explains the difference and why it’s so important to business owners and managers

hy are we in business? Some say it is for the lifestyle, some say it is so they can be their own boss. If we are really honest, though, we are all in business to make money. A business makes money by simultaneously increasing its net profit, earning a return on the investment made and managing its cash-flow. It is important to understand that cash-flow and profit are two completely different things. Cash is the petrol that makes your business’ engine run. Cash-flow can be defined as the way money moves into and out of your business. It is the difference between having enough to open a business and having enough to keeping it running. Cash-flow analysis is the way of checking your business’ financial health. It is the review of the movement of cash through your business, to determine patterns of how you take in and pay out money. The goal is to maintain sufficient cash for your operations month on month. Net profit is determined by deducting all the expenses from the revenues. Expenses and

revenues are recorded as they happen, not necessarily as you receive or spend the money for them. The end of the financial year is just a line in the sand. It is a date set by the directors of the company and the Inland Revenue, and is the point at which the business profit results are calculated. This will determine tax liability, and these reports can be provided to financiers. However, it is just a snapshot at that point and may not reflect the actual ability to pay the bills as they come due. As chartered accountants we hear from time to time the exclamation: “I don’t have any money to pay for tax / wages / creditors / a new machine” etc. How can this be if the business is actually profitable? Let’s look at accounts receivable. Suppose you have a customer to whom you extend

credit. That customer buys your product or service. On your profit statement, that sale shows up immediately even though you have not yet received payment. On your cash-flow report, that sale does not show up until you get paid. It is also good to keep an eye on inventories. You need products on your shelves to make a sale but obviously you needed to pay for them first. Depending on how long these have been on your shelves, you may very well have paid for them long before a sale has been made. Managing the cash-flow of these two very important aspects of your business can be the difference between staying in business or, sadly, having to close the doors. Virginia Stallard is a Chartered Accountant at Albany-based Vision Accounting Solutions Ltd.

PROFESSIONAL DEVELOPMENT_LEGAL

The “Do-itYourself” Entrepreneur and the Start-Up Business Krystle Gardner from Clendons North Shore suggest some points to consider.

n important question for start-up founders to first think about is ownership structure. The founders can then look to incorporate the company, limiting personal liability by separating ownership from management.

Incorporated company Advice on company structure is best discussed with legal and accounting professionals. At this stage, one should also seek legal advice in relation to the prescriptive provisions of the Companies Act 1993 (CA). The CA places on directors a myriad of directors’ duties and obligations, and also requires companies to keep proper records and registers including directors’ register, share register, directors’ and shareholders’ resolutions and minutes of director and/or shareholder meetings. If a company fails to comply with those requirements, the company and every director commits an offence and is liable on conviction to a fine not exceeding $10,000.00. A lawyer is the ideal person to be responsible for the management of the company records and registers. The effect would be to act as a reminder to the director(s) that they need to be documenting, in a timely manner, the agreements and actions taken.

Constitution A start-up company may wish to adopt a constitution which varies the provisions of the CA, while providing that provisions in the constitution are not contrary to the compulsory provisions in the CA. The constitution is adopted 20 FEBRUARY 2015 FYI NHBA.ORG.NZ

when incorporating the company. It sets out the rules for running the company, the rights, powers and obligations of all people involved and sets out clear guidelines. You should engage a lawyer to prepare a constitution to ensure it is compatible with the CA and includes provisions, in addition to the rules above, appropriate to business objectives.

Cil invendi nam, imincil isquat hit odis in nonsequias aspersp icimin pe volupiet ma quiature conet faceprescius reptatus rem dent iunt. Shareholders agreement We strongly recommend the shareholders enter into a shareholders’ agreement. Amongst other key provisions, this sets out the business objectives, key decision-making requirements which keep the business founders in check, and what can be done in difficult or deadlocked circumstances to get the business back on track or, if necessary, wind up the business.

Intellectual Property (IP) IP law is complicated and not limited to the domestic market. One should seek legal advice when moving forward with a name, logo, patent, trademark, copyrights and designs, as there are real risks associated with not taking action with IP protection or, where required, registration. The time for attending to IP matters is at

the time you incorporate the company and before you “go public” with any part of the business. This will mean that legal documents are prepared to ensure identified IP is owned as a valuable asset of the company.

Trading It is possible to then immediately commence trading or offering the services of the business, domestically and/or internationally. However, one must ensure that all transactions are properly documented, and if agreement can be reached, made subject to NZ law and the jurisdiction of NZ courts (exclusively or non-exclusively). In addition these documents must be correctly signed to make them legally valid and enforceable.

Comments The best value investment a start-up can make is to seek good legal advice at the early stages of its development as the whole venture can be taking an unknown and hazardous step at any stage and easily prejudiced without that intent. Krystle Gardner is an Associate of Clendons North Shore. Disclaimer: This overview is derived from the Legal Challenges for Technology Start-ups, Technology Law Conference, the Companies Act 1993 and Securities Act 1978. Further advice should be taken before relying on the contents of this summary. Clendons North Shore accepts no responsibility for loss occasioned to any person acting or refraining from acting as a result of material in this summary.

PROFESSIONAL DEVELOPMENT_MARKETING

Far more than function Why great design could be the key to growing your business. Blender Design’s Oliver McDermott explains.

o many, design is just about having something that looks nice; certainly, the word design brings to mind strong visual appeal. Yet what most businesses seem to be missing is that good design is about much more than that – it’s about edging ahead of competitors. IBM Chairman-CEO Thomas Watson Jr. was famous for coining the phrase, “Good design is good business”. Although many people scoffed at the time, they eventually had to admit he had a point – after all, when someone who’s grown a company tenfold during their tenure tells you that something is good for business, you listen. Good design is a bottom line investment. Great design is about more than looking good. Essentially it’s what makes a product – whether a phone, bicycle, desk or boat – more than just the parts it’s made from. It improves the function of the product, and gives it a competitive advantage over similar products. More than that though, good design gives your product character. According to Steve Jobs, who drove Apple’s incredible rise in popularity through design, it is “the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service”. It’s precisely that character that will entice customers to buy your product, and make them desperate for version two. Ask anyone with an iPhone why they chose it over a different brand and it won’t be because

you can use it to make calls, text, open apps, or surf the web – after all, any smartphone can do that. What sets the iPhone apart is Apple’s particular design language – design that’s not only aesthetically pleasing, but also straightforward and user-friendly. So how can you use design to better your business?

It starts at the top Using design to make a difference to your business only happens when those at the top of your company believe in it. We’ve seen function-driven companies turn into design-driven companies thanks to visionary leaders, and it’s shown in their results, setting them apart from competitors with similar products. Likewise, making sure that every person in your company understands the importance of design is vital and helps to create a company culture that drives innovation.

It’s not just about the product Having appealing products is no longer enough – globalisation and the rise of technology mean that your customers aren’t just going to walk into their local store and pick up your product because it’s the only option. They can buy products from all over the world, often at much cheaper prices. What makes them purchase from you, or your stockists, is the experience they get buying from you. Good design is what makes that experience so powerful.

Design for your customers Essentially it comes down to thinking about what your customers want. Tony Driscoll, who has designed Walt Disney theme parks, says good design is all about understanding your customer’s unmet needs. “It’s where business puts itself in the customer’s shoes, trying to understand what they value in the world and what they want to have in a relationship with that brand.” Understanding and designing for those needs will bring your product (and your business) to its full potential.

Stay strong Good design takes time and your creation will often go through several design iterations before you strike the perfect product. Knowing that it’s worth it, and sticking to it, is what will set you apart from your competitors. It’s easy to go back to purely functional, engineered products, but they’re not what will help your business grow and take its fair share of the marketplace. As it has for a couple of decades now, good design will continue to dominate the business world. After all, in a world where you can buy almost any product imaginable online, we’ve become so used to good design that anything less just doesn’t cut it anymore. Oliver McDermott is Managing Director of Blender Design, an award-winning product design and development consultancy based on Auckland’s North Shore. NHBA.ORG.NZ FYI FEBRUARY 2015 21

MEMBERSHIP

New Associate Members Welcome to our new Associate Members who have joined us since the previous issue of FYI magazine.

Associate Membership Fleet Partners

iOrganise

Genratec

McVeagh Fleming Lawyers

Fleet management and vehicle leasing specialists. Contact: Tamsen Woodard Phone: 09 570 3748 Email: tamsen.woodard@fleetpartnersnz.co.nz Web: www.fleetpartnersnz.co.nz

Coaching for executives, professionals and organisations. Contact: Josie Fitzhugh Phone: 021 121 9482 Email: jfitzhugh@genratec.com Web: www.genratec.com

De-cluttering and organisation experts. Contact: Nathalie Brantsma Phone: 021 052 6030 Email: nathalie@iorganise.co.nz Web: www.iorganise.co.nz

Providing practical, effective legal advice. Contact: Kate Chivers Phone: 09 966 3612 Email: kchivers@McVeaghFleming.co.nz Web: www.mcveaghfleming.co.nz

is available to all businesses outside of the North Harbour Business Improvement District (BID). The map on the home page of nhba.org.nz shows the location of the BID. Associate Members are entitled to the same benefits as Full Members, including free tickets to NHBA events, a listing on the NHBA business directory, and access to information updates and communications.Â If you or someone you know would like to become an Associate Member please contact janine.brinsdon@nhba. org.nz for further information.Â

GOLD SPONSORS

Pinehurst School

Vision Accounting

ased on Auckland’s North Shore, Pinehurst School is a world-class independent co-education school for students from Year 1 to Year 13; a school where students are encouraged to strive for academic and personal excellence, and where the relationship between student, teacher and parent is paramount. Since 2002 Pinehurst has chosen to teach solely the University of Cambridge International Curriculum (CIE) and offers exclusively the CIE programme to all students. Year-on-year, the school achieves world-class results, with students regularly achieving top in New Zealand and in the world in CIE examinations. At Pinehurst, the philosophy around pastoral care recognises that a successful education is more than academic achievement; it is about providing the right environment where a child can excel personally, culturally, academically and in sport. With student numbers capped at 850, we ensure we retain a strong sense of community. This balance of numbers provides a nurturing environment where each individual is recognised, giving students the confidence and a natural ability to believe that they “can do” and “can achieve”; hence the school motto, which is set around the school’s values of “proud of who we are, what we know and what we can achieve”. Noted also for its sporting stars and cultural achievements, Pinehurst students dominate at national and world level including robotics, equestrian, dance, music, karate, table tennis and golf. World champion professional golfer Lydia Ko is a recent graduate from Pinehurst. As the Pinehurst educational journey comes to an end, students graduate with a world-recognised, international, “portable” qualification, equipping them with the opportunity to enter any university worldwide. Pinehurst has no zone restrictions and provides safe, reliable bus transport. Visit Pinehurst for a personalised tour or to view forthcoming open days go to pinehurst.school.nz

eing in business is about going out and getting the very business you are good at driving. So getting bogged down in the financial nitty-gritty can be counter-productive. So how do you ensure you know where your money is, how much you owe and are owed, and stay so well ahead of the game that you know you don’t need to worry about the dollars while you work on the parts you are good at? Demands upon business owners never seem to decrease, either in number or complexity. You need to deal efficiently with GST, FBT, ACC and many other requirements and this all takes time and effort. Have you got cash saved to pay these bills? Do you have a system that ensures you know when they are due? Do you have a rough idea of what percentage of your cash-flow they are going to take? Are you claiming and paying correctly? What about your budget? Do you have one and does it serve its purpose? Following a tried and tested system is a first step in ensuring you overcome these hurdles, and at Vision Accounting we have 14 years of experience in doing just that. Our aim is to build a system so easy and straightforward, our clients can manage all their financials without stress. Success is mutual satisfaction. Vision Accounting aims to assist their clients so they can make informed decisions when they need to, and manage their financials without stress. Understanding “the numbers” is crucial to maintaining assets and investments, and ensuring those are growing and protected. That way we can all build the financial freedom and lifestyle we are working so hard for.

Vision Accounting – Giving you clarity Virginia Stallard Chartered Accountant Vision Accounting Solutions Ltd 106a Bush Road, Albany PO Box 303 157 North Harbour 0751 Ph: 09 415 0319 Fax: 09 415 8576

visionaccounting.co.nz NHBA.ORG.NZ FYI FEBRUARY 2015 23