i4 Business - January 2018

Up Close Dave Cocchiarella

The Economics of Tourism

Technical Training

Coach's Corner Value Proposition

ÂŽ

JANUARY 2018

Moving Toward A Tipping Point Ken Potrock and the Orlando Economic Partnership

"Look Ma, No Hands" Autonomous Cars & The Future of Transportation

Reinventing the Box Dusobox and John Kelley

$4.95

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Without a Heart, it’s just a machine.

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Everyone has important places to go. So we invented low-fares to help them get there.

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FROM IDEA TO INDUSTRY At UCF, we turn bold ideas into big solutions. Our researchers have a fast track from the lab to the market, resulting in new inventions, intellectual property and startup businesses that drive economic growth and improve lives across Central Florida and the world. That’s why UCF is ranked by the Milken Institute alongside MIT, Stanford and Columbia as one of the nation’s top 25 technology transfer universities and is named a top 25 patent-producing U.S. public university by the National Academy of Inventors.

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FEATURES

DEPARTMENTS

16 Moving Toward a Tipping Point

12 Publisher’s Note

Ken Potrock and the Partnership

56 Visit Orlando

22 Reinventing the Box

58 Foodpreneur

Dusobox

26 “Look Ma, No Hands!”

60 Coach’s Corner with Jeff Piersall

The Age of Autonomous Vehicles

33 Welcome Home

72 Up Close with Dave Cocchiarella

Shelter Mortgage

50 A New Day, Full of Innovation and Technology, is Dawning in Orlando

Orlando Tech Association The GoldCube

54 Empowering Students Through Technical Training

78 Business Seen 80 Wright Angle

52 Golden Progression

76 Social Entrepreneur

Orange Technical College

16

COMPANY & EXECUTIVE PROFILES 30 Beth Cocchiarella 31 Goodwill Industries of Central Florida

BEST PRACTICES | GUEST EXPERT COLUMNS 62 Six Little-Known Letters That Make a Difference to Your Business' Cyber Plan

Ken Potrock and the Partnership Up Close Dave Cocchiarella

The Economics of Tourism

Coach's Corner Value Proposition

®

Watson LLP | Alberto Montequin

64 Cash Flow Is King

Technical Training

JANUARY 2018

Axiom Bank | Trisha Delatte

66 How to Change Careers and Be Successful

Couture Med Spa | Diane Gillin

68 The Purpose Economy and How It Will Change Business Forever

Purpose Pioneers | Thomas Waterman

i4Biz.com

JANUARY2018[17

"Look Ma, No Hands" Autonomous Cars & The Future of Transportation

Dusobox and John Kelley

$4.95

Cover Photo By Jason Hook

SCB Marketing | Cherise Czaban

JANUARY 2018 6]JANUARY2018 i4Biz.com

Ken Potrock and the Orlando Economic Partnership

Reinventing the Box

70 The Perseverance of Print

Moving Toward A Tipping Point

22

Dusobox

26

Autonomous Vehicles

33

Shelter Mortgage

50

I4 Business offers a direct line to the thriving community of innovators and influencers in Central Florida

Subscribe today to ensure that you’re part of the conversation

Just $24.95/year Orlando Tech Association

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The GoldCube

Phone: 407.917.3819 www.i4Biz.com

i4Biz.com

JANUARY2018[7

APRIL - MAY 2017

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+ CIETicaY SO Kane elle Crawford & Jess Mich

CHIEF EXECUTIVE OFFICER Jeff Piersall PRESIDENT OF PUBLISHING DIVISION Eric Wright EDITORIAL & DESIGN PUBLISHER: Eric Wright MANAGING EDITOR: Jack Roth ASSISTANT EDITOR: Ryan Randall ART DIRECTOR: Nevin Flinchbaugh ART DESIGNER: Tanya Mutton PHOTO EDITOR: Jason Hook CONTRIBUTORS WRITERS:

George Aguel, Michael Armbruster, Cherise Czaban, Trisha Delatte, Diane Gillin, Alberto Montequin, Jeff Piersall, Ryan Randall, Jack Roth, Jim Thomas, Rich Wagner, Thomas Waterman, Eric Wright PHOTOGRAPHERS:

Jason Hook, Shawn Haugh ADVERTISING VICE PRESIDENT OF BUSINESS DEVELOPMENT: Cherise Czaban (321) 848-3530

The Official Publication of GrowFL There is a word for what happens when vision is linked to a plan and an unwavering commitment: “enTREPreneurialism.” TREPs are the best hope for a brighter, more promising future, solving today’s problems as well as tomorrow’s.

SENIOR ACCOUNT EXECUTIVE: Lori Reader (321) 288-3873 ACCOUNT EXECUTIVE: Julie Sandberg (321) 223-7189 PRODUCTION & ADMINISTRATION CHIEF FINANCIAL OFFICER: Cindy Kane PRODUCTION MANAGER: Tracy Conner DIRECTOR OF MARKETING: Keaton Senti DIGITAL & SOCIAL MEDIA MANAGER: Jessica Cabot DISTRIBUTION MANAGER: Corbin Williams BUSINESS DEVELOPMENT ASSOCIATES: Meaghan Branham, Alyssa Anelli

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8]JANUARY2018 i4Biz.com

Connect With Us

Communication and delivery platforms continually change and evolve. The constant in that change is the power of story. Print or digital, whatever platform you use, we have a way for you to connect to that story.

Making Your Move: “The best way to predict the future is to create it.”

Maintaining the Momentum

Much of that momentum began with the belief that, as Potrock said, “Orlando was well known, but not well understood.” The branding campaign, “Orlando. You Don’t Know the Half of It,” was specifically created to address this perception and has generated a different type of recognition, unknown just a few years ago.

– Peter Drucker

W

hen we think about what futurists say 2030 could realistically look like, it is a world where the majority of vehicles are electric and likely driverless. And these vehicles will not only be on roads; a host of companies, including Uber, are actively testing VTOL’s (Vertical Take-Off and Landing) vehicles, which look like the small drones that were hot Christmas presents this past year, only supersized to carry human passengers.

Does it sound like science fiction? Not any more than telling people 30 years ago they would have handheld devices smaller than a deck of cards they could use to video chat. Consider what Central Florida will look like: Each week, 1,000 new residents come into the seven-county region, which is expected to grow by 1.3 million people, reaching more than 5.6 million people when the calendar hits 2030.

This is a future not simply being predicted, it is one being shaped. As Peter Drucker, the father of modern business management said, “The best way to predict the future is to create it.” This is a sentiment shared by the leadership of the Orlando Economic Partnership, particularly the current chair, Ken Potrock of Disney and the Partnership’s President and CEO, Tim Giuliani. Now a year removed from the historic merger of the Orlando Economic Development Commission and the Central Florida Partnership, the economic momentum being created in the region is quite staggering.

Moving Toward A Tipping Point

Already, Orlando is leading the nation in job growth, while also attracting an increasing number of well-known companies, creating thousands of high-wage, high-tech jobs in a region known internationally for tourism. In addition, it was recently named one of the nation’s most cost-competitive locations, which is helping to drive an emerging tech and startup hub, along with being Florida's friendliest metro for small businesses.

Ken Potrock and the Partnership

By Eric Wright

“We created a campaign to tell people about the Orlando they didn’t know about, assuming they already knew about the tourism side of Orlando’s economy, which is a pretty unique approach coming from a tourism guy,” admitted Potrock.

Diversifying the economy was perceived by those in and outside the tourism industry to be essential to the overall desirability and stability of the region. The result of this new vision of Central Florida was more “at-bats” in the competition to bring highly prized relocation projects to the area.

“Before the campaign, only a third of the time were we even on the consideration list, and two-thirds of the time we weren’t,” Potrock observed. “We wanted to improve our batting average, and Orlando has already gone up substantially in consideration for job relocations. Not only for consideration, but to actually win.”

One example is the placement of KPMG’s global learning, development and innovation facility in Lake Nona. KPMG is a leading professional service company and one of the Big Four auditors, along with Deloitte, Ernst & Young, and PricewaterhouseCoopers.

In 2015, the company began searching for a location and initially started with 49 potential cities before shortlisting to nine. These cities included major players such as Chicago and Atlanta. In the end, Orlando beat out Dallas. Ironically, site selection is one of the services KPMG provides for its own clients.

The facility, which broke ground in May 2017, is scheduled to open in 2019. It is the largest capital investment project the Partnership has attracted in the past 10 years, with a capital investment of $430 million and a job total of more than 300. The facility will feature 800 guest rooms, fitness and outdoor recreational facilities, along with multiple food and beverage venues. At full buildout, it will be approximately 800,000 square feet. ▸ i4Biz.com

Up Close | YOUNG PROFESSIONALS Dave Cocchiarella

The Economics of Tourism

Technical Training

JANUARY2018[17

Coach's Corner Value Proposition

NAME: Yari Fumero TITLE: Junior Loan Officer

®

COMPANY: Shelter Mortgage YEARS IN AREA: 12 YEARS AT COMPANY: 10

Up Close | YOUNG PROFESSIONALS Dave Cocchiarella

The Economics of Tourism

Technical Training

TITLE: Junior Loan Officer

®

COMPANY: Shelter Mortgage YEARS IN AREA: 12 YEARS AT COMPANY: 10 JANUARY 2018

A

Brevard County resident since 2004, Yari Fumero is a native Floridian, born and raised. Working in the mortgage industry since she was very young, she started her career at Shelter Mortgage nearly a decade ago as a Loan Officer Assistant. After taking a break to start a family, she worked in the title industry where she expanded her knowledge to include the title and closing aspect of the home buying experience. Returning to Shelter Mortgage in early 2016, she arrived as a well-rounded and knowledgeable Junior Loan Officer.

Moving Toward A Tipping Point Ken Potrock and the Orlando Economic Partnership

"Look Ma, No Hands" Autonomous Cars & The Future of Transportation

Yari Fumero Reinventing the Box

Vinod Philip, Chief Technology Officer

Dusobox and John Kelley

50]OCTOBER2016 SCBMarketing.com

JANUARY 2018

A

Brevard County resident since 2004, Yari Fumero is a native Floridian, born and raised. Working in the mortgage industry since she was very young, she started her career at Shelter Mortgage nearly a decade ago as a Loan Officer Assistant. After taking a break to start a family, she worked in the title industry where she expanded her knowledge to include the title and closing aspect of the home buying experience. Returning to Shelter Mortgage in early 2016, she arrived as a well-rounded and knowledgeable Junior Loan Officer.

Coach's Corner Value Proposition

NAME: Yari Fumero

Yari truly enjoys what she does and it fuels her passion to help individuals and families get into their new homes. She also understands the importance of the huge financial decision that her clients are making, because as she says, “They aren’t just buying houses; they’re buying homes for themselves and their families to enjoy for a lifetime.”

Moving Toward A Tipping Point

Over the years, Yari has worked closely with realtors and homebuilders all over the east coast of Florida and has built many long lasting relationships and partnerships that have served her well. Bilingual, she has used this to her advantage while working with both her English and Spanish speaking clients. Having grown up in a primarily Spanish speaking home and seeing her parents struggle to communicate helped her understand the need for bilingual loan officers. These skills combined with her extensive knowledge of many different mortgage loan programs has allowed her to help hundreds of families finance their dream homes with little to no money out of their pockets. Se Habla Español. ◆

Ken Potrock and the Orlando Economic Partnership

"Look Ma, No Hands"

Yaresmi Fumero -- NMLS#552492 Shelter Mortgage Company LLC-- NMLS#431223 www.nmlsconsumeraccess.org

$4.95

Autonomous Cars & The Future of Transportation

Yari Fumero Reinventing the Box

Vinod Philip, Chief Technology Officer

Dusobox and John Kelley

Yari truly enjoys what she does and it fuels her passion to help individuals and families get into their new homes. She also understands the importance of the huge financial decision that her clients are making, because as she says, “They aren’t just buying houses; they’re buying homes for themselves and their families to enjoy for a lifetime.”

Over the years, Yari has worked closely with realtors and homebuilders all over the east coast of Florida and has built many long lasting relationships and partnerships that have served her well. Bilingual, she has used this to her advantage while working with both her English and Spanish speaking clients. Having grown up in a primarily Spanish speaking home and seeing her parents struggle to communicate helped her understand the need for bilingual loan officers. These skills combined with her extensive knowledge of many different mortgage loan programs has allowed her to help hundreds of families finance their dream homes with little to no money out of their pockets. Se Habla Español. ◆

Yaresmi Fumero -- NMLS#552492 Shelter Mortgage Company LLC-- NMLS#431223 www.nmlsconsumeraccess.org

50]OCTOBER2016 SCBMarketing.com

$4.95

“The best way to predict the future is to create it.”

– Peter Drucker

W

hen we think about what futurists say 2030 could realistically look like, it is a world where the majority of vehicles are electric and likely driverless. And these vehicles will not only be on roads; a host of companies, including Uber, are actively testing VTOL’s (Vertical Take-Off and Landing) vehicles, which look like the small drones that were hot Christmas presents this past year, only supersized to carry human passengers.

Does it sound like science fiction? Not any more than telling people 30 years ago they would have handheld devices smaller than a deck of cards they could use to video chat. Consider what Central Florida will look like: Each week, 1,000 new residents come into the seven-county region, which is expected to grow by 1.3 million people, reaching more than 5.6 million people when the calendar hits 2030.

Moving Toward A Tipping Point Ken Potrock and the Partnership

By Eric Wright

This is a future not simply being predicted, it is one being shaped. As Peter Drucker, the father of modern business management said, “The best way to predict the future is to create it.” This is a sentiment shared by the leadership of the Orlando Economic Partnership, particularly the current chair, Ken Potrock of Disney and the Partnership’s President and CEO, Tim Giuliani. Now a year removed from the historic merger of the Orlando Economic Development Commission and the Central Florida Partnership, the economic momentum being created in the region is quite staggering.

Already, Orlando is leading the nation in job growth, while also attracting an increasing number of well-known companies, creating thousands of high-wage, high-tech jobs in a region known internationally for tourism. In addition, it was recently named one of the nation’s most cost-competitive locations, which is helping to drive an emerging tech and startup hub, along with being Florida's friendliest metro for small businesses.

Maintaining the Momentum

Much of that momentum began with the belief that, as Potrock said, “Orlando was well known, but not well understood.” The branding campaign, “Orlando. You Don’t Know the Half of It,” was specifically created to address this perception and has generated a different type of recognition, unknown just a few years ago.

“We created a campaign to tell people about the Orlando they didn’t know about, assuming they already knew about the tourism side of Orlando’s economy, which is a pretty unique approach coming from a tourism guy,” admitted Potrock.

Diversifying the economy was perceived by those in and outside the tourism industry to be essential to the overall desirability and stability of the region. The result of this new vision of Central Florida was more “at-bats” in the competition to bring highly prized relocation projects to the area.

“Before the campaign, only a third of the time were we even on the consideration list, and two-thirds of the time we weren’t,” Potrock observed. “We wanted to improve our batting average, and Orlando has already gone up substantially in consideration for job relocations. Not only for consideration, but to actually win.”

One example is the placement of KPMG’s global learning, development and innovation facility in Lake Nona. KPMG is a leading professional service company and one of the Big Four auditors, along with Deloitte, Ernst & Young, and PricewaterhouseCoopers.

In 2015, the company began searching for a location and initially started with 49 potential cities before shortlisting to nine. These cities included major players such as Chicago and Atlanta. In the end, Orlando beat out Dallas. Ironically, site selection is one of the services KPMG provides for its own clients.

The facility, which broke ground in May 2017, is scheduled to open in 2019. It is the largest capital investment project the Partnership has attracted in the past 10 years, with a capital investment of $430 million and a job total of more than 300. The facility will feature 800 guest rooms, fitness and outdoor recreational facilities, along with multiple food and beverage venues. At full buildout, it will be approximately 800,000 square feet. ▸ i4Biz.com

JANUARY2018[17

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10]JANUARY2018 i4Biz.com

The contents of i4 Business & SpaceCoast Business magazine, i4biz.com, spacecoastbusiness.com and any other media extensions related to the brand, including advertisements, articles, graphics, websites, web postings and all other information (“contents”) published, are for informational purposes only.

Space Coast Business, LLC, SCB Marketing, i4 Business® SpaceCoast Business® and all other affiliated brands do not necessarily endorse, verify, or agree with the contents contained in i4 Business or SpaceCoast Business. i4 Business and SpaceCoast Business makes no warranties or representations, express or implied, as to the accuracy or completeness, timeliness, or usefulness of any information contained or referenced. i4 Business and SpaceCoast Business shall not be held liable for any errors or omissions.

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PUBLISHER’S NOTE

P

erhaps you heard the story of the man walking along a country road who comes across a shepherd with a large flock of sheep. He tells the shepherd, "I’ll bet you $100 against one of your sheep I can tell you the exact number in this flock."

Don't Take My Dog [Eric Wright]

The shepherd thinks it over; it is a big flock, so he takes the bet.

"973," says the man.

The shepherd is astonished because that is exactly right. He says "Okay. I'm a man of my word. Take an animal."

The man picks one up and begins to walk away.

"Wait," cries the shepherd, "Let me have a chance to get even. Double or nothing I can guess your exact occupation."

The man agrees.

"You’re an economist for a government think tank," says the shepherd.

"Amazing!" responds the man, "You’re exactly right! But tell me, how did you deduce that?"

"Well," says the shepherd, "Put down my dog and I’ll tell you."

The jokes about economists are more numerous than those about lawyers.

This month we focus on economic development, which is directly connected in most people’s minds to job creation, but what does economic growth really mean? For a nation, economic growth occurs when a country’s production capacity increases. In other words, the country’s producers of goods and services are able to make more stuff. In recent years, the U.S. economy has averaged under 3 percent growth — well behind countries like China, India and others.

But as foreign markets grow, their costs also increase, leading to onshoring or domestic production.

Fortunately, our region’s economy, as you will see, is diverse and growing.

Companies are expanding and new ones are coming into the area, all of which equals economic growth. ◆

I4 Business Production Team Jack Roth (Managing Editor) Ryan Randall (Assistant Editor) Tracy Conner (Production Manager) Jason Hook (Photo Editor) Nevin Flinchbaugh (Art Director)

Favorite Quotes From this Issue: “Whether we win Amazon or not, we have already won. The work that was done to put that package together, for that major win, can be used for any viable company.”

— Ken Potrock [Pg 16]

12]JANUARY2018 i4Biz.com

“If we think of it in terms of revenue generated by a single company, the $41.8 billion that visitors spent here in 2016 would rank 65th on the Fortune 500 list — right between Coca-Cola and New York Life.”

— George Aguel [Pg 56]

“In any relationship, business, personal or community, if you’re not making them better – you are of no value to them. Value creation is making others better.”

— Jeff Piersall [Pg 60]

Honoring the 2017 Florida Companies to Watch Winning Companies Join us as we honor 50 select second-stage companies from throughout the State of Florida for creating valuable products and services, creating quality jobs, enriching communities and broadening new industries throughout Florida.

February 10, 2018 Straz Center for the Performing Arts Tampa, FL Reception & Awards: 6:00 pm – 10:00 pm Individual Tickets: $150.00 each Corporate 10 Pack: $1,400.00

Visit

www.growfl.com/flctw17/about-flctw to Purchase Tickets #FLCTW Presented by GrowFL, in association with the Edward Lowe Foundation

GrowFL’s 2017 Top 50 Florida Companies to Watch Honorees

Presented by GrowFL, in association with the Edward Lowe Foundation

3D Digital Jacksonville ALAN WORLEY PRESIDENT

A1A Solar Contracting, Inc. Jacksonville J. PETE WILKING PRESIDENT

AdRizer Sarasota KEN BOND CO-FOUNDER/ CEO

Amazing Explorers Academy Oviedo

Big Top Brewing Company, LLC Sarasota MIKE BISAHA CHIEF EXECUTIVE OFFICER

Boys Electrical Contractors Melbourne KIMBERLY BROWN PRESIDENT

Captozyme, Inc. Gainesville HELENA COWLEY CEO

Cribb Philbeck Weaver Group Tampa STEVE TARTE MANAGING PRINCIPAL

Dixie Belle Paint Co. Lutz SUZANNE FULFORD FOUNDER/CEO

Dougherty Manufacturing Edgewater STEPHEN DOUGHERTY CEO

GenCare Resources Home Healthcare Orlando OLIVE GAYE PRESIDENT/CEO

Global ETS, LLC Odessa DAN TANG PRESIDENT

Global Safety Management Tampa JULIE MACGREGOR PRESIDENT

Grimaldi Candy Company Rockledge JIM FRAZIER PRESIDENT

Human Potential Healthcare Workforce Solutions, LLC Ocala KRISTIN VAN METER PRESIDENT

Hydra Engineering & Construction, LLC Crawfordville LESLIE HOPE PRESIDENT

Hydro-Dyne Engineering Inc. Clearwater JAY CONROY PRESIDENT

Inspired Technologies, Inc. Tallahassee CRAIG GOODSON MANAGING PARTNER

iProcedures, LLC Tampa RAJ POPURI CEO

JAX Refrigeration, Inc. Jacksonville Beach MARK LOWERY PRESIDENT

Jaycon Systems, LLC Melbourne JITEN CHANDIRAMANI CEO/FOUNDER

Just Ryt Foods, Inc. Pompano Beach JUSTIN COMPARETTO PRESIDENT

K. Parks Consulting, Inc. (KPC) Melbourne KIZZY DOMINGUEZ PRESIDENT

Lap of Love Veterinary Hospice Lutz DANI McVETY, DVM CO-FOUNDER/ CEO

MARNIE FORESTIERI

PRINCIPAL

Azure Water Company Leesburg ALLY LIU PRESIDENT

Lightspeed Voice Venice BRAD FULLER CEO

LiveTrends Design Group, LLC Apopka BISSER GEORGIEV CEO/FOUNDER

Lukos Tampa GARTH AREVALO CEO

Madrid Engineering Group, Inc. Bartow LARRY MADRID PRESIDENT

Marion Precision Tool, Inc. Ocala BARBARA LUIDER PRESIDENT

MICROJIG, Inc. Winter Park BRUCE WANG CEO

Mini Doughnut Factory Tampa ZEZURA RUDDELL OWNER

MzeroA.com Ocala JASON SCHAPPERT OWNER

Natural Vitamins Laboratory, LLC Opa-locka RACHANA ARORA DIRECTOR

PropLogix Sarasota TIMOTHY HEALY CEO

Raney's, Inc. Ocala JOEL RANEY CEO

REDCON Solutions Groups, LLC Orlando KYLE EVANS CEO/PRESIDENT

RedTeam Software, LLC Orlando MICHAEL WRIGHT CEO

SawStreet, LLC Orlando JAMES YOUNG PRESIDENT/CEO

Skybolt Aeromotive Corp.

Leesburg NED BOWERS PRESIDENT

Society+ Melbourne MICHELLE CRAWFORD CEO/ CO-FOUNDER

Sorensen Moving & Storage Melbourne SCOTT SORENSEN CEO

Spoleto My Italian Kitchen Winter Park JOHN VALASQUEZ PRESIDENT

Stickboy Creative Fort Myers MATTHEW BERNHARDT CEO

Up-Rev, Inc. Melbourne JASON PETRO CEO/PRESIDENT

Verdex Construction, LLC West Palm Beach REX KIRBY PRESIDENT

Winco Mfg., LLC Ocala TOM LORICK PRESIDENT

Xplor, Inc. Bradenton ANJU LYNN PRESIDENT/CEO

Yachtico, Inc. Boca Raton STEFFEN BRUENN CEO/FOUNDER

Zennergy, LLC Tampa JOHN VENZON CEO

Moving Toward A Tipping Point Ken Potrock and the Partnership

By Eric Wright

“The best way to predict the future is to create it.”

– Peter Drucker

W

hen we think about what futurists say 2030 could realistically look like, it is a world where the majority of vehicles are electric and likely driverless. And these vehicles will not only be on roads; a host of companies, including Uber, are actively testing VTOL’s (Vertical Take-Off and Landing) vehicles, which look like the small drones that were hot Christmas presents this past year, only supersized to carry human passengers.

Does it sound like science fiction? Not any more than telling people 30 years ago they would have handheld devices smaller than a deck of cards they could use to video chat. Consider what Central Florida will look like: Each week, 1,000 new residents come into the seven-county region, which is expected to grow by 1.3 million people, reaching more than 5.6 million people when the calendar hits 2030.

This is a future not simply being predicted, it is one being shaped. As Peter Drucker, the father of modern business management said, “The best way to predict the future is to create it.” This is a sentiment shared by the leadership of the Orlando Economic Partnership, particularly the current chair, Ken Potrock of Disney and the Partnership’s President and CEO, Tim Giuliani. Now a year removed from the historic merger of the Orlando Economic Development Commission and the Central Florida Partnership, the economic momentum being created in the region is quite staggering.

Already, Orlando is leading the nation in job growth, while also attracting an increasing number of well-known companies, creating thousands of high-wage, high-tech jobs in a region known internationally for tourism. In addition, it was recently named one of the nation’s most cost-competitive locations, which is helping to drive an emerging tech and startup hub, along with being Florida's friendliest metro for small businesses.

Maintaining the Momentum

Much of that momentum began with the belief that, as Potrock said, “Orlando was well known, but not well understood.” The branding campaign, “Orlando. You Don’t Know the Half of It,” was specifically created to address this perception and has generated a different type of recognition, unknown just a few years ago.

“We created a campaign to tell people about the Orlando they didn’t know about, assuming they already knew about the tourism side of Orlando’s economy, which is a pretty unique approach coming from a tourism guy,” admitted Potrock.

Diversifying the economy was perceived by those in and outside the tourism industry to be essential to the overall desirability and stability of the region. The result of this new vision of Central Florida was more “at-bats” in the competition to bring highly prized relocation projects to the area.

“Before the campaign, only a third of the time were we even on the consideration list, and two-thirds of the time we weren’t,” Potrock observed. “We wanted to improve our batting average, and Orlando has already gone up substantially in consideration for job relocations. Not only for consideration, but to actually win.”

One example is the placement of KPMG’s global learning, development and innovation facility in Lake Nona. KPMG is a leading professional service company and one of the Big Four auditors, along with Deloitte, Ernst & Young, and PricewaterhouseCoopers.

In 2015, the company began searching for a location and initially started with 49 potential cities before shortlisting to nine. These cities included major players such as Chicago and Atlanta. In the end, Orlando beat out Dallas. Ironically, site selection is one of the services KPMG provides for its own clients.

The facility, which broke ground in May 2017, is scheduled to open in 2019. It is the largest capital investment project the Partnership has attracted in the past 10 years, with a capital investment of $430 million and a job total of more than 300. The facility will feature 800 guest rooms, fitness and outdoor recreational facilities, along with multiple food and beverage venues. At full buildout, it will be approximately 800,000 square feet. ▸ i4Biz.com

JANUARY2018[17

Tim Guiliani and Ken Potrock

Amazonia, Are We Ahead of the Curve?

Every state east of the Mississippi is dreaming of becoming the location of Amazon’s second headquarters, which has been dubbed HQ2. But this summer, the company broke ground on a 2.3 million-sq.-ft., 130-acre, multi-level fulfillment center just south of Orlando International Airport, also in Lake Nona.

The center will employ close to 1,600 people and will include the latest robotic and cutting-edge technologies.

Of course, the fulfillment center is a golden egg, but everyone is vying for the goose laying those eggs — the Amazon headquarters. However, unlike other competitors for this crown jewel, Orlando had a ready-made platform to tell the story of this region that answered the question, “What do you know and what don’t you know about us?” It was a perfect opportunity to showcase the “You Don’t Know the Half of It” research that had already been done.

“We were fortunate in that we had already worked through the creative and tonal elements we wanted to use to position ourselves,” Potrock said. “While other cities and regions were scrambling to figure out how to tell their story, we had already written the script; we simply customized it to Amazon’s expectations and specifications.”

18]JANUARY2018 i4Biz.com

The perception of the internal community (from those who live here) and external community (from those who know of and visit the area) is changing. “We’re no longer sneaking up on people,” said Potrock. The Orlando advertising firm of Anson Stoner and branding committee led by another Disney executive, Jim Alessandro, are working on the next phase of the campaign. This will go deeper into reaching a diverse audience, whether it is millennials, technologists, entrepreneurs or engineers.

The educational process is always ongoing, whether the focus is attracting from the outside or retaining from within. One thing the Amazon pitch did for the area was bring a variety of leaders together to carefully examine the major factors that a company like Amazon would consider.

The Wish List

When the first transformational mothership landed in the late 1960’s, Disney was looking for a favorable year-round climate, scalable infrastructure and available land at reasonable prices.

Central Florida contained the trifecta. The next one, whether it is Amazon or some other company of that type, will have its shopping list as well. According to Potrock, what tops its must-haves is a vibrant talent pipeline.

From infrastructure, to talent, to lifestyle and amenities, we see we have it all and that message is no longer a well-kept secret.”

– Ken Potrock, Senior Vice President and General Manager of Disney Vacation Club and Adventures by Disney

It is staggering to consider what the region has to offer an Amazon-like company. Within a 100-mile radius of Orlando, there are more than 500,000 college students. It places Florida among the top 10 states in the nation for talent pipeline (U.S. Chamber of Commerce Enterprising States).

“Of the students graduating from UCF, 70 percent found jobs in the seven-county region,” said Potrock. “What is more surprising, 90 percent wanted to stay and work in the area.”

Even with that type of talent production, not to mention the non-college graduates who are seeking high-wage jobs, the unemployment rate is only 3.8 percent.

Instead of millennials exiting for greener pastures, they are either staying in or migrating into Orlando. The developing downtown environment — that soon will add two new campuses to go along with the venues that have been built in the last five years — is acting as a magnet. The average age in the region is 37, which is amazingly young considering Florida is a state known for attracting retirees. This, coupled with a variety of real estate options from both a business and a residential perspective, is helping to precipitate this attractand-retain reputation.

“Also playing into this equation is our cost of living compared to metro areas like San Francisco, Seattle, Chicago or New York,” observed Potrock. “Plus, being a state with no personal income tax and a business-friendly environment all combine to make this area particularly inviting. The region is also vibrant, which is one of the consequences of being a major tourist destination. Many great lifestyle enhancements exist for those who live here. One recent study determined there are 5,000 restaurants in the region, the same number as in Chicago.”

Potrock concluded, “Whether we win Amazon or not, we’ve already won. The work that was done to put that package together, for that major win, can be used for any viable company. From infrastructure, to talent, to lifestyle and amenities, we see we have it all, and that message is no longer a well-kept secret.” ◆

What would Amazon's economic impact look like?

Making

B

reaking from all tradition, as is Amazon’s style, the HQ2 RFP (Request For Proposal) criteria is available online. The only way to grasp the impact of what this project would mean to a region is to look at what has happened at HQ1 in Seattle.

“We expect to invest over $5 billion in construction and grow this second headquarters to include as many as 50,000 high-paying jobs – it will be a full equal to our current campus in Seattle,” the company’s website says. It also provides these telling stats: Amazon estimates its investments in Seattle from 2010 through 2016 resulted in an additional $38 billion to the city’s economy – every dollar invested by Amazon in Seattle generated an additional $1.40 for the city’s economy overall.

Number of Buildings: 53 Square Feet: 8.1 million Amazon Employees: 40,000 Compensation to Employees: $25.7 billion Number of Annual Hotel Nights for Amazon Guests: 233,000 Public Transportation Subsidies to Employees: $4.3 million Additional Jobs Created: 53,000 Additional Investment In Local Economy: $38 billion Additional Fortune 500 Companies with Engineering and R&D Centers in Seattle from 7 in 2010 to 31 in 2017

i4Biz.com

JANUARY2018[19

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As Central Florida’s premier business publication, i4 Business showcases professionals in our most dynamic and influential industries, connecting individuals working to better our world through business. With an audience that includes the area’s leading influencers and decision makers, i4 Business partners with those looking to connect with that audience through the power of their story and the value of their service. These comprehensive profiles are included in the print and digital magazine, published online at i4Biz.com and promoted through i4 Business’ social media channels. [ SPECIAL MARKETING SECTION ]

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The percentage of women in the workplace goes up annually, along with the number of women CEOs, executives and entrepreneurs.

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Being an educator means taking on the great responsibility of shaping how students learn about and understand the world. The hardworking professionals in this field strive every day to ensure our brightest future.

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As one of the highest employment sectors, healthcare encompasses so many of the compassionate, talented individuals dedicated to keeping our community healthy. Meet the physicians, nurses and emergency responders of Central Florida.

The legal system is made up of dedicated law firms, lawyers and paralegals working to represent and defend our community.

Their skill, knowledge and diligence provide support for the institutions and people who live and work here.

OCTOBER Young professionals are leading the way in today’s market, ushering in the future with fresh ideas and enthusiasm. Discover how their stories began and what they hope lies ahead.

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T Reinventing the

By Jack Roth

By embracing the latest in innovation and technology, Dusobox has become world renowned for its cutting-edge packaging solutions.

22]JANUARY2018 i4Biz.com

ucked away in an industrial park in south Orlando resides a third-generation family business that started manufacturing corrugated boxes in Boston in the early 1950s. Back then, it was a simple and small operation that consisted of designing stock boxes out of brown floated material and using cornstarch as adhesive. Today, thanks to the foresight of the company’s president, John Kelley, Dusobox is one of the most innovative manufacturers of effective packaging solutions in the world.

Kelley grew up around the business, and his first job as a teenager was cleaning equipment in the Boston plant. When his grandfather and company founder, John Dusseault, decided to retire, the family moved to Orlando, and his father, Richard, opened an additional manufacturing facility in Regency Industrial Park in south Orlando.

“I was 13 years old at the time, so I was upset about moving and not being able to play hockey as much,” said Kelley. “I eventually received a degree in finance and wanted to go to Wall Street, but my father needed me to automate the computer system at the Orlando plant. My focus eventually shifted down here full-time.”

Kelley remembers the moment he made a lifelong commitment to the family business. When his grandfather started the business, he hired two women straight out of high school. After Kelley graduated from college, he was at the plant one day having coffee with one of these women. She asked him what he was going to do.

“She challenged me right then and there,” said Kelley. “She asked me how I was going to grow what my grandfather and father had started, and I realized I had an obligation to continue the family legacy.”

Differentiating the Business

When Kelley made the full commitment to the business, large paper manufacturers dominated the Florida transit packaging and shipping container industry. They grew the trees and provided the enormous corrugated paper sheets Dusobox bought as raw material.

“We were at a competitive disadvantage from the start because they focused on high-volume and selling tons of paper,” explained Kelley. “There weren’t any college-level programs that focused on our industry at the time, so I had to become an inquiring mind and figure out how we were going to differentiate ourselves from the competition.”

Kelley began reaching out to industry experts and became a student of printing. Realizing a sheet plant like his could add value to shipping containers, he set out to learn how to customize and innovate. He traveled extensively to meet with printing groups and experts. Over time, he was able to build one of the most technically advanced printing operations in the industry.

We were the first company to print a real photograph onto a box; it was of a Florida orange,” he said. “We worked at developing techniques and processes of printing directly onto the boxes, and we kept it all in-house.”

The Dusobox team worked with traditional machine manufacturers, took theoretical processes and created their own next-generation machines that could dye cut and perform other cutting-edge tasks. By the late 1980s, the company had become a go-to for displays; competitors became customers, and it was doing work other companies refused to do.

“Our level of quality was very high, but it took an extensive learning process,” said Kelley. “We became the high-quality, specialty work company. Eventually, we were able to have conversations with major brands and started shipping throughout the United States. The creative aspects we brought to the table made us a solutions provider.”

Using an approach driven by both appearance and design aesthetic and rooted in functionality and sound construction, Dusobox designs displays that build brand, highlight product features and benefits, and capture customer attention. Displays are used effectively in branding, marketing and advertising capacities for companies in a variety of industries, including health and beauty, automotive, retail, entertainment and food.

Clients include Publix, Prestone, Johnson & Johnson, Amazon and the Walt Disney Company, to name a few.

“Lately we’ve been making displays for a lot of craft breweries, which are trending right now,” said Kelley. “The key is catching the eye of the consumer, so our packaging solutions need to be effective from both a graphic and structural standpoint.” ▸

“We’re a creative, technology-driven company, but if we aren’t investing in our people, the technology goes out the window.”– John Kelley i4Biz.com

JANUARY2018[23

Investing In the Future

Kelley recently purchased a mammoth, next-generation printing machine that prints five colors and stamps out individual cartons at 1,000 feet per minute or 10,000 sheets an hour. This kind of capital investment has allowed Dusobox to innovate and grow. The company also employs several full-time structural and graphic designers who work on stateof-the-art computer-generated design equipment, automated cutting tables and more. With just under 100 employees and 150,000 square feet of manufacturing space, Dusobox services hundreds of customers, and 90 percent of what it does is considered “value-added.”

Kelley still travels the world to learn about the newest printing technologies and the environmental impact of what his company does. Today, 93 percent of all corrugated boxes get recycled. For every tree cut down for this purpose, three are planted. “There’s more managed forest land today than there was 75 years ago,” he said. “Advances in recycling have also been game changers, as on average 65 percent of every box we use is made of recycled content.”

Kelley is also on the lookout for building solutions that focus on speed to market.

This allows marketing programs to be as creative as they can without slowing down the process. For Kelley, being an expert in proofing and digital printing is critical to what he does, and he will always be on the lookout for the newest technologies and innovations within the industry.

“The goal is to stay one step ahead and one notch above what others are doing,” he explained. “We invest in the best technology to differentiate and focus on adding value to everything we touch.

The key is to keep moving forward and improving the product.”

“I had to become an inquiring mind and figure out how we were going to differentiate ourselves from the competition.”

– John Kelley

24]JANUARY2018 i4Biz.com

Since 2011, Dusobox has tripled in size. In 2017, the company saw north of 20 percent growth. The forecast for 2018 is 30 percent growth. In order to accomplish this, stresses Kelley, the company must continue to invest in its people. An important focus for the company is employee growth, as many employees continue to grow their skill sets by learning new techniques and operating new machinery.

“We’ve been a committed manufacturer and major employer in Central Florida for 50 years, and we still run this like a family,” he said. “We’re close with all of our employees, and this is what truly differentiates us. We’re a creative, technology-driven company, but if

we aren’t investing in our people, the technology goes out the window.”

Kelley is wholly committed to the business and the community. He considers Orlando home, and he has never been so excited about where the company is and where it is going. He is committed to grow here for years to come, which is great news for the region.

“After all these years, I still love what I do, and I still want to learn more about printing,” he said. “When you constantly innovate and grow, things never become stale. We’ve made this our mantra, but the reality is it has enabled us to accomplish great things. We’ll always be on the cutting edge of what we do.” ◆

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i4Biz.com

JANUARY2018[25

“Look Ma, No Hands!”

Driverless cars have arrived, and Central Florida is taking the lead in the research, development and testing of emerging transportation technologies.

I

magine a world in which you can get into your car, enter a destination and sit back and relax, letting the vehicle do all the work. No more worrying about how badly other people drive, whether or not you are too tired to get behind the wheel or the horrendous Central Florida traffic.

Transportation of the future, both public and private, will be totally autonomous, meaning the human element will be taken out of the driving equation. It will be safe and efficient, reducing road fatalities and congestion. And here is the really cool part… the shift towards intelligent transportation systems has already begun, and Central Florida is taking the lead in making it a reality.

Central Florida was recently selected by the U.S. Department of Transportation to be a proving ground for autonomous vehicles, making it one of the nation’s premier clusters for research and development of automated vehicle technology across all modes of travel.

The region will provide the foundation for this new technology and its safe testing, demonstration and deployment.

The Central Florida Automated Vehicle Partnership (AVP) was established as one of 10 areas selected in the country

26]JANUARY2018

i4Biz.com

By Jack Roth

for AV testing. The partnership includes regional agencies and entities that have demonstrated leadership and significant contributions towards transportation.

Research and simulation has already begun at the University of Central Florida and Florida Polytechnic University. In fact, SunTrax — a $90 million, 400-acre, high-tech test track that will simulate urban scenarios — recently broke ground on the campus of Florida Poly. Safety and policy compliance review will be managed by the College of Law within Florida A&M University-Florida State University (FAMU-FSU) College of Engineering. The Roadway Network and Swamp Works Lab at NASA’s Kennedy Space Center will provide an additional testing ground for extreme weather and harsh road conditions. Other partners include Florida’s Turnpike Enterprise, Central Florida Expressway, the City of Orlando and Lynx, which will be used to test automated shuttles. Other committed supporters include MetroPlan Orlando, Orange County, Greater Orlando Aviation Authority, Osceola County, Polk County, Space Coast Transportation Planning Organization and Florida Department of Transportation. ▸

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JANUARY2018[27

“It’s also an economic engine, and we want businesses and entrepreneurs to know that when it comes to autonomous vehicles, we’re open for business.” – Diane Gutierrez-Scaccetti

SunTrax represents an important piece of the puzzle in creating a high-tech hub for these emerging transportation technologies, and as the track progresses, it will provide Florida Poly students with a unique opportunity to participate in the testing and development of transportation technologies and innovations.

“Our state policies for autonomous vehicles are very progressive,” said Steven Martin, District 5 Secretary, Florida Department of Transportation. “We’ve created a positive environment for both the tech and auto industries.

Florida is also unique in that our roads are relatively flat and straight, which makes it the perfect proving ground for this technology.”

“Automated vehicles incorporate many aspects of STEM, including computer science, sensor integration, electrical engineering, mechanical engineering, code writing and more,” said Dean Bushey, Ph.D., professor of Computer Science at Florida Poly. “We have several research projects underway Dean Bushey, Ph.D. in which students are doing applied research and coming up with solutions that will feed the body of knowledge for automated vehicles. This equates to a healthy, quality education for our students.”

Martin stresses that a world with autonomous vehicles is already here. Possible corridors for these vehicles are already being scouted, and partnerships have already been forged to ensure Central Florida stays ahead of the game and is engaged up front so it can benefit moving forward.

“There are huge economic benefits associated with this,” explained Martin. “We’re already a magnet for high-tech companies, and more will come as established companies move here and start-ups spring up to accommodate autonomous vehicle research, development and application. In addition to the obvious transportation benefits, it will also create more high-paying jobs, spark innovation, create opportunities for outlying businesses and improve infrastructure.”

The Crown Jewel of Test Tracks

SunTrax, the result of a long-term partnership between the Florida Department of Transportation (led by Florida’s Turnpike Enterprise) and Florida Poly, is poised to be the envy of all other test tracks. The construction of the 2.25-mile oval track will allow for the testing of connected and automated technology such as lane departure and vehicle platooning.

The 200-acre infield facility will include a learning laboratory, a simulated city center, suburban and rural roadways, interconnected signalized intersections, interchange ramps, roundabouts, various types of pavement and more. It will provide a safe environment for testing these emerging technologies before they are deployed in live traffic.

“SunTrax will be the first step in building the surrounding area into a destination for the development of this quickly emerging and advancing automotive technology,” said Diane Gutierrez-Scaccetti, executive director of Florida’s Turnpike Enterprise. “It’s designed for evolution, with hundreds of adjacent acres available for future development that will support the growth of this industry.”

28]JANUARY2018 i4Biz.com

The school’s AV contingent is working with the developer of the proposed Harmony Lake Eloise community, near Winter Haven, to create a shuttle for future residents. Several students are also devising plans for Jacksonville to replace its monorail with driverless transport. Other current research projects include building an autonomous, solar-powered golf cart, creating an autonomous bicycle, working with the Polk County Sheriff ’s Office to test vulnerabilities in police drones, and the creation of a “follow me” drone that long-distance runners can use.

Bushey, a former colonel who flew autonomous vehicles in the Air Force, understands this technology will be incorporated in phases and over the course of years, but he is encouraged by the role Florida Poly has taken and excited about the opportunities SunTrax will bring to faculty, students and the state of Florida as a whole.

“This is an exciting time,” he said. “We’re encouraging innovation and creating incredible opportunities for our students.

Autonomous transportation technology is disruptive to the status quo but ultimately transformative, and we need to embrace it.”

Florida Poly's SunTrax test track

“This isn’t just about technology for technology’s sake,” he said.

“It’s about technology that will enhance the quality of life of millions of people.” – Steve Martin Looking Ahead

When Steven Martin and other members of the FDOT first looked at autonomous vehicles as a practical evolution of transportation and mobility, they thought infrastructure changes would be substantial, but as time has passed, new technologies are reducing the need for these changes. The timeline on when the various levels of autonomy will be realized constantly changes, but as long as a road has good pavement and pavement markings, the technology can be deployed in existing infrastructures.

SAE International’s Automated Vehicle Classifications • Level 0: Automated system issues warnings but has no vehicle control.

“Our region is forward thinking on this, but there are still stigmas associated with this technology in other regions; they still aren’t convinced it can be done safely,” said Martin. “The truth is, autonomous driving is much safer, but we need to ensure it’s implemented safely and in an unobtrusive manner.

These new vehicles will also need to share roads with traditional vehicles for a while, as well as with cyclists and pedestrians.”

• Level 1 (hands on): Driver and automated

Gutierrez-Scaccetti stresses we must be patient, as this is a long-term, game-changing proposition. “We’re positioning ourselves to have the infrastructure to support this,” she said.

“Strategically, this is our goal. This is an educational engine, and it’s going to give young kids in our region the opportunity to learn these skills and excel in an exciting industry. It’s also an economic engine, and we want businesses and entrepreneurs to know that when it comes to autonomous vehicles, we’re open for business. We’re providing an infrastructure that’s supported by sharp young minds and an innovative outlook. ”

takes full control of the vehicle (accelerating, braking and steering). The driver must monitor the driving and be prepared to intervene if the automated system fails to respond properly. Contact between hand and wheel is often mandatory.

Martin echoes these sentiments, adding that this is more of a holistic endeavor than anything else. “This isn’t just about technology for technology’s sake,” he said. “It’s about technology that will enhance the quality of life of millions of people.” ◆

system share control over the vehicle. Examples include adaptive cruise control, parking assistance and lane keeping assistance. The driver must be ready to retake full control at any time.

• Level 2 (hands off): The automated system

• Level 3 (eyes off): The driver can safely turn

his or her attention away from the driving tasks.

The vehicle will handle situations that call for an immediate response, like emergency braking. The driver must still be prepared to intervene within some limited time, specified by the manufacturer, when called upon by the vehicle to do so.

• Level 4 (mind off): Same as level 3, but no

driver attention is ever required for safety (i.e. the driver may safely go to sleep or leave the driver’s seat). Self-driving is supported only in limited areas or under special circumstances, such as traffic jams. Outside of these areas or circumstances, the vehicle must be able to safely abort the trip (i.e. park the car).

• Level 5 (wheel optional): No human intervention is required. An example would be a robotic taxi.

Groundbreaking of the SunTrax test track

i4Biz.com

JANUARY2018[29

BETH COCCHIARELLA Company: EMC Public Relations Title: President Education: Florida State University, 1996, Bachelor of Science in Political Science, minor Communications Years in area: 19 Years at Company: 9

B

eth Cocchiarella is the president of EMC Public Relations, an agency focused on communications, crisis management and media training. The agency has vast experience in the emerging arenas of content development and dissemination, targeted audience engagement through social and earned media, as well as strategic organizational communications.

She began her career in broadcast news, working in multiple markets in Texas and Florida before transitioning into public relations in 2000. Reporting in the field and on the anchor

30]JANUARY2018

i4Biz.com

desk, Cocchiarella provided in-depth stories around time spent with then-Texas Governor George W. Bush, Senator John Glenn (upon his return to space) and reported for FOX News during coverage of the death of Payne Stewart.

As an experienced crisis communications strategist, she worked alongside Orlando’s top communications professionals following the tragedy at the Pulse Nightclub in 2016. “It was important to communicate the safety of Orlando as a top tourism destination while telling the stories of the heroes that emerged and to show gratitude for the love and support that poured in from around the world,” she said.

At EMC, Cocchiarella wields a full spectrum of strategic and tactical communications tools and has represented such clients as Nickelodeon Suites Resort, The Grove Resort & Spa Orlando, tag! Children’s Museum of St. Augustine, The Arnold Palmer Invitational Presented by MasterCard, Jungle Island Miami, ColorVision/Amazing Pictures, Atlantic Coast Bank, Pulte Homes Corporation and The Newport Group. More information can be found at emcpublicrelations.com. ◆

Company Profile |

GOODWILL INDUSTRIES

OF CENTRAL FLORIDA EXECUTIVE: Yvette Hernandez, Vice President of Staffing for GoodSource Staffing Services FOUNDED: 1959 LOCATION: Headquartered in Orlando, FL WEBSITE: www.goodwillcfl.org Yvette Hernandez has more than 30 years of human resource and staffing experience, having worked in HR management roles for multi-national media companies such as MTV Networks Latin America and Discovery Channel, and for international staffing and recruiting firms including Olsten, Randstad and Spherion. She also served as vice president of membership for the Volusia/Flagler Chapter of the Society of Human Resources Management from 2011-2014. Hernandez joined Goodwill Industries of Central Florida in November 2014 to start and launch GoodSource Staffing Services, LLC. GoodSource’s focus is to assist homeless and housing insecure individuals in finding jobs. The organization started operating in April 2015 and has placed more than 650 people in jobs in Central Florida.

GoodSource is making an impact in the community. It has partnered with the city of Orlando and, most recently, Seminole County, to provide job opportunities to individuals who are housing insecure, long-term unemployed or have other barriers to employment. Several of these positions have turned into full-time jobs for the individuals who have been placed.

GoodSource helps people realize their full potential, provides employers in Central Florida with an optimum workforce and strengthens the community in the process.

According to The Bureau of Labor Statistics, Central Florida is the fourth-largest growing metro area for temporary jobs.

Industries experiencing this growth include hospitality, tourism, technology and health care. GoodSource is here to meet that demand. In November 2017, GoodSource opened its second office in DeLand to serve the greater West Volusia County region, its residents and businesses. The organization will continue to promote economic growth, making it a “Win-Win-Win” for the communities it serves: Good for the Employees, Good for the Employers and Good for the Community.

Hernandez has a passion for building lives that work, and she connects those she serves to productive jobs and sources of income. She enjoys spending her free time with her family, traveling and studying Latin American and European trends and culture.◆ i4Biz.com

JANUARY2018[31

Welcome Home

We have worked hard over the years to help build successful mortgage relationships with our business partners and to help buyers achieve the dream of homeownership.

Shelter Mortgage Strengths • 30+ years of experience operating RESPA compliant Affiliated Business Relationships • Management team with years of experience in the Joint Venture space • Licensing and legal structure supported

by New Penn to allow for efficient growth on new partnerships • $1 billion worth of annual purchase origination volume • Geographic and partner diversity • Real Estate Agents * Builder * Relocation

New Penn Strengths • Broad product offering (agency and non-agency) • Fully integrated mortgage servicing offering to control borrower experience • Strong capital base and mortgage industry experience • Technology platform and corporate support resources of a $7.5 billion originator (risk, legal/compliance, capital markets, marketing, HR, finance, etc.)

Who We Are Founded in 1984 as a subsidiary of a community bank,

Shelter Mortgage Company, L.L.C. is a full-service residential lender that has built its business through a partnership-based model by developing strong relationships with real estate firms, builders and relocation companies. Headquartered in Milwaukee, WI, Shelter Mortgage has more than 120 loan officers located across the country and is licensed to originate loans in 30 states.

In 2014, Shelter Mortgage and its affiliates became a wholly owned subsidiary of New Penn Financial, a nationallyrecognized mortgage lender, allowing us to leverage New Penn’s product profile, technology, and operations and helping us better serve our customers.

About New Penn Financial New Penn Financial, LLC has become a leading nationwide lender by bringing together expertise, extremely competitive rates on a broad portfolio of mortgage products and exceptional customer service. Founded in 2008 and licensed in 48 states, the company and its reputation have grown rapidly under the guidance of a management team with years of experience in the mortgage industry.

Headquartered in Plymouth Meeting, PA, New Penn Financial is a Shellpoint Partners company and operates offices nationwide.

Our Business-to-Business Relationships The Shelter Mortgage Joint Venture Partnership Provides Proven Business Practices for a Seamless Launch, Optimal Management and Maximum Profitability.

As a leader in mortgage banking partnerships, we are committed to earning your business and focused on building long-term relationships. Shelter Mortgage has been the pioneer of successful and profitable mortgage partnerships since 1984.

Building a Proven Formula for Success A partnership is a relationship among parties that have common goals, close cooperation and strong bonds. When we partner with you, we take that relationship seriously. We spend a great deal of time and resources in understanding your business and creating a relationship that is right for you.

We share all net profits equally, giving you the opportunity for additional income while offering a convenient one-stop shopping experience for your customers.

Creating Value The Affiliated Business Arrangement can be either a Fully Capitalized Joint Venture or a Series Joint Venture. We believe an Affiliated Business Arrangement is often the most effective structure and can tailor a business model to meet a partner’s individual needs. In doing so, a partner can leverage the strength and size of the partnership with the history and stability of Shelter Mortgage’s business models.

The partner receives a personalized Proforma detailing income, expenses and most importantly, projected net profits.

Accessing a Variety of Products Throughout the years, we have built strong, long-lasting relationships with investors who purchase our mortgage loans.

As a result, our loan officers have access to the most competitive products available for a variety of customers.

Our loan officers have the opportunity to select from a variety of different loan programs and maintain control of the transaction for your customer. Our products include, but are not limited to: • Conventional/Jumbo (Fixed & Adjustable Rate Mortgages) • FHA Loans • VA Loans We are also equipped with a product research team that continually analyzes our markets and industry as a whole to keep current on the different mortgage trends and to stay ahead of the competition by identifying new loan products.

Our dedicated product support team works one-on-one with loan officers to guide them through any product questions and investor clarifications.

Accessing Quality Training We have a dedicated training team that comes with years of experience in mortgage banking, originations and technology, which enables us to deliver quality training through multiple channels, including face-to-face at your office or ours, webinars and conference calls.

Loan products and programs are the key to success. Loan officers receive an overview of all product offerings. After product selection, pricing and locks are essential to committing the best product and rate to meet the customer’s needs. A detailed review of our pricing and locking procedures is offered.

A Loan Origination/Point of Sale System (LOS/POS) is essential to the success of each loan officer. We provide hands-on training to familiarize loan officers with multiple workflows to meet their business needs. We discuss alternative ways to conduct business using our technology and suggest a workflow to meet their needs.

After the loan officer returns to the field, Shelter Mortgage offers a commitment of support for industry changes, technology questions or refresher training. Answers are a phone call away.

Driving Returns We are proud to say that for over 30 years, our company has been in the mortgage partnership business. Our belief is if we focus on aligning ourselves with companies who share our values, then our partnerships will outperform the industry.

This approach has allowed us to concentrate on what we do best — delivering great products and the best possible experience for our customers. We feel that a partnership agreement is really a performance agreement. As such, we do not take our relationships for granted; we must earn your business every day.

At Shelter Mortgage, we do not strive to have the greatest number of partnerships. We strive to have the greatest partnerships, period. If your business shares our deeply rooted values of commitment, hard work and world-class service, then a partnership with Shelter Mortgage may be right for you. Come discover everything Shelter Mortgage has to offer. For more information on our mortgage partnerships, visit us online at

www.sheltermortgagepartnerships.com.

Superior Customer Service.

Integrity, Respect, Hard Work and Long Term Commitment.

These are the core values of Shelter Mortgage. It is how we do business with our customers and how we work with each other. We may resemble other mortgage lenders on the outside, but inside is a rich history of innovation, entrepreneurial spirit and vision that laid the foundation for the success we are today. Our partnerships have a history of outperforming their peers. Come see for yourself.

Shelter Mortgage offers a commitment of support for industry changes, technology questions or refresher training. Answers are a phone call away.

Shelter Mortgage in-house services include: • An Outstanding Customer Satisfaction Approval Rating • An Easy Prequalification Process • Knowledgeable Loan Officers, and In-House Processing, Underwriting and Closing • Near “Round-theClock” Availability • Constant and Coordinated Communication with the Borrower, Real Estate Agent, and Builder (if applicable) • Priority Assured Underwriting and Prompt Closings • Award-Winning Experts in Down Payment Assistance Programs • Over 30 Years of Experience in Conventional/FHA/ VA/USDA Financing

We offer the following types of residential loans: • Conventional • FHA/VA/USDA (Rural housing) • Construction loans • First-time homebuyer loans • Jumbo • Portfolio-niche products

Our Consumer Relationships Buying a home — and getting a mortgage — is a big financial decision, whether it is your first home or you are a seasoned buyer. With many years of experience in residential mortgage lending, our team of professionals is dedicated to helping buyers find the perfect home loan.

Whether you are a first-time buyer or a more experienced one, we are well equipped to guide you through any home loan situation.

Our Services At Shelter Mortgage, our mortgages are originated, processed, underwritten and closed in-house, allowing us to monitor our loans from beginning to end, ensuring our customers enjoy a smooth financing experience and timely closings.

With the many changes in the residential lending world, let our team of experts guide you through the mortgage process. Our commitment is to treat each and every client with respect and to deliver what we commit to.

Realize the dream of homeownership.

Featured Loan Program â–¸

Florida Housing Program Shelter Mortgage is a participating lender with Florida Housing

Finance Corporation and has been for nearly two decades. We are proud to be associated with the Florida Housing Finance Corporation and applaud the efforts and commitment of the program, which helps so many families — that might otherwise be unable to — realize the dream of homeownership.

The definition of a first-time homebuyer is anyone who has not owned or been on a title to a home within the past three years. If the borrower is a veteran who was honorably discharged, there is a veteran’s exception that waives the three-year requirement. However, the borrowers cannot have owned another home at the time they close on the new property.

Hardest Hit Fund (HHF) Down Payment Assistance (DPA) Program1

The program offers $15,000 as part of the Hardest Hit Fund in down payment and closing cost assistance to buyers who qualify and is available in 11 counties in Florida: Brevard, Duval, Hillsborough, Orange, Volusia, Clay, Osceola, Pasco, Pinellas, Polk and St Lucie.

Each county has its own income limits and maximum sales price limits. In Orange County, for FHA, VA or USDA financing, the income limit is $59,463 for a 1- to 2-person household and $68,382 for a 3+-person household with a maximum sales price of $255,176. For conventional financing, the income limit is $81,620 for all household sizes and the maximum sales price of the home is $311,881.

For occupied primary homes only, Hardest Hit Fund grants are treated as a five-year, forgivable second mortgage with 0 percent interest and $0 payments with the balance forgiven at the rate of 20 percent ($3,000) a year as long as you are current on your first mortgage. If the buyer(s) live in the home for five years, the second mortgage is 100 percent forgiven.

For homebuyers in Florida’s other 56 counties, down-payment assistance is still available. The state provides $7,500 in assistance, which is structured as a non-forgivable, deferred second silent mortgage with no required monthly payment. The loan is repaid only when the buyer no longer occupies the property as a primary residence, the house is sold or the mortgage is paid off.

Down payment assistance programs require that a buyer attend an online first-time homebuyer class and provide us with a copy of the certificate they receive at completion. This certificate is valid for two years, and we advise potential buyers enroll and complete as soon as possible to avoid delays in closing once they are under contract to purchase a home.

Buyer(s) can enroll on-line at: http://www.ehomeamerica.org2. There is a cost associated with the course that will be an out-of-pocket expense for the buyer(s). Anyone who is holding a title must be considered a first-time homebuyer, occupy the property and take the course. A joint certificate is acceptable.

Helpful Information Single Family Homes and Townhomes are acceptable. The home must meet the property standards

for financing through the applicable program (e.g. FHA, VA or conventional).

Condos — If financing in conjunction with an FHA

first mortgage through Florida Housing, the condo must be FHA approved. If financing through Florida Housing in conjunction with a VA loan, the condo must be VA approved, and if financing through Florida Housing in conjunction with a conventional loan, the condo would need to meet the specific Fannie Mae guidelines for 95 percent financing. A full review is required.

Manufactured Housing is not an acceptable

property type.

Florida Housing dictates the terms and rate

on a bond loan, and these are subject to change as with any mortgage until the loan is registered with the state. You can review further information on the first-time homebuyer website at: apps.floridahousing.org/StandAlone/FTHBWizard/ FTHBWizardForm2.aspx.

The funds are used in conjunction with a Florida Housing first mortgage based on government bond (FHA or VA) or conventional financing based on the buyer(s) qualifications and credit. The minimum middle credit score required for all program(s) is 640.

VA Government Bond — Seller/Builder must agree to pay all VA non-allowable fees as neither the buyer nor the assistance funds can be used for those. In addition to the pest inspection, these non-allowable fees include tax service, bond program costs and the title company settlement fee.

Veterans who were honorably discharged do not have to be first-time homebuyer(s) as stated above, but they must meet all other program requirements whether they use the assistance in conjunction with a VA, FHA or conventional first mortgage through Florida Housing.

Conventional Bond — Household income is not

considered for the conventional bond. Only the income for the buyer on the loan application is used to qualify and also counts towards the program limit. Maximum purchase price and income limits apply and vary by county.

Per an agreement with Fannie Mae and Florida Housing, the monthly private mortgage insurance (PMI) payments are offered at a reduced rate: 95 percent coverage is at 16 percent versus regular conventional 95 percent financing, which is at 30 percent in coverage. 90 percent LTV is at 12 percent versus regular conventional financing at 90 percent, which requires 25 percent in coverage.

Buyer(s) will incur out-of-pocket expenses

once under contract to purchase a home (e.g., earnest money deposit, home inspections, appraisal and first-time homebuyer class) along with any remaining closing costs not covered by assistance funds.

The Florida Housing Finance Corporation manages/ administers program guidelines and eligibility requirements for Florida’s Hardest Hit Funds Down payment Assistance Program (not Shelter Mortgage Company).

1

FHA Government Bond — All members of the

household over the age of 18 earning income are considered when calculating the household income total, even if not on the loan. Maximum purchase price and income limits apply, which vary by county.

Third-party sites are not maintained or sponsored by Shelter Mortgage Company.

Know Your Buying Power Understanding your buying power

is an extremely important first step in making your dream of homeownership a reality. Shelter Mortgage can help you evaluate your credit, income and assets before you begin the homebuying journey, allowing you to more easily make a decision on financing options and enhance your home-buying experience. Let us take a deeper dive at each of these important factors.

CREDIT

How much home you can afford truly depends on your debt-to-income ratio. Debt is what you owe, and includes revolving credit cards, installment loans, alimony and child support. Here are a couple of common questions:

What if I have little or no credit history?

There are guidelines that allow prospective buyers to proceed with home buying. Primarily, documentation of alternative credit history is required. For example, a lender can utilize other types of history to serve as credit, such as a 12-month history on utility bills, auto insurance and/or rental payments.

What is my FICOÂŽ?

Credit scores created by Fair Isaac Corporation are based solely on information in consumer credit reports maintained at credit reporting agencies, namely Experian, Equifax and TransUnion. Your credit score influences the credit available to you and the terms lenders offer you. A better FICO score means better financing options for you.

INCOME

Before deciding to purchase a home, it is recommended you evaluate your income and expenses to determine the maximum payment you can comfortably make toward a home.

The most common types of income are W-2 based income and self-employed income, which also qualifies but requires that the borrower produce two years of tax returns. Other sources of income include overtime, bonuses and commissions; part time-jobs and secondary income; social security and pensions; dividends and interest; alimony and child support; and veteran’s benefits.

ASSETS How much money do I need for a down payment?

Lenders offer a wide range of loan options, incorporated by conventional, FHA, VA and USDA, which require a minimum down payment to no down payment at all. There are also a great variety of down payment assistance programs for first-time homebuyers as well.

What sources of funds are acceptable?

Checking, savings, certificates of deposit, stocks, mutual funds, as well as gifts from relatives are all acceptable.

What is the best option for me?

What is my buying power?

Once you understand your buying power, you can more easily make a decision on options proposed by your prospective lender and further enhance your home-buying process.

Application Checklist This list is for illustration purposes only, and other documents may be required or requested. Always confirm with your loan officer what is needed for your loan application.

Employment And Income Information q Two years of employment verification, including employer’s name, address and phone number q W-2 tax forms and last two years of tax returns — signed and dated q Most recent paycheck stubs, showing your yearto-date earnings q For self-employed applicants — last two years of tax returns q For VA applicants — a copy of DD214 discharge papers and/or original Certificate of Eligibility

Assets q Last two months bank statements (including account numbers, financial institution name and address.

Include all pages of statements, even if blank) q Last two months investment account statements (including account numbers, financial institution name and address. Include all pages of statements, even if blank)

Property Information q Residence history for the past two years q Contract of sale of present home, if being sold q Copy of current real estate contract

Liabilities q Copies of divorce or bankruptcy papers (if applicable) q Alimony payments (if applicable) q Child support (if applicable)

Additional Information q Driver’s license and social security card q Check or credit card for application fee q Current year-to-date profit and loss statement q Documentation supporting previous credit events (if applicable)

Frequently Asked Questions

How Credit Helps You Buy A Home

Why is now a great time to buy a home?

• Payment History — Those who have failed to

make payments in the past tend to do so in the future.

The more recent a late payment, the more it counts against you; a 30-day late payment within the past 12 months hinders your chances of getting favorable mortgage terms.

Interest rates are still historically low and sales prices of homes are affordable. There truly has never been a better time to purchase a home.

How does someone know if it is the right time to buy a home?

For many individuals and families, paying rent gets old, feeling like you are wasting your money and not having a place to truly call your own. In many cases it costs less to own versus paying rent.

What is the value of knowing your buying power?

Knowing your buying power and how much you qualify for before you start looking at homes will save you the disappointment that can come from falling in love with a home that is out of reach.

• 35 Percent of Score = Payment History The longer you have had credit, the better.

• 10 Percent of Score = Length of Credit If you are maxed out or close to your credit limits, you are viewed as risky.

• 30 Percent of Score = Credit Use Credit Types

Someone with a combination of revolving and installment debt is considered less risky than someone with only a secured credit card.

• 15 Percent of Score = Credit Types Do I need a realtor?

Multiple recently opened accounts or lots of inquiries can affect your score.

Realtors are licensed real estate professionals who can help you find and determine which property is the best for your wants and needs. They work to protect your interests while keeping you informed throughout the entire process of the purchase and closing.

• 10 Percent of Score = New Credit

Any new accounts opened that will be reported to the credit bureaus can affect your score.

Do I need a home inspection?

For many homebuyers, it is important to have a third party perform a thorough inspection of a home that you are interested in purchasing.

How do I find the right homeowners insurance agent?

Your realtor and lender work with many different companies and can give you a list of companies that their clients have used and have received great service from.

Source: Suze Orman FICO Kit © Copyright 2011

Superior Customer Service. Integrity, Respect, Hard Work and Long Term Commitment.

We would love to hear from you, so give us a call at 407.897.6656 or stop in at our downtown Orlando office, located at 408 East Ridgewood Street, just north of Lake Eola.

You can also visit us online at www.sheltermortgageorlando.com

KENT WINKELSETH

YARI FUMERO

ROLANDO GARCIA

ELISABETH WALTERS

BRAD LOWITZ

Vice President – Sales Development

Junior Loan Officer

Senior Loan Officer

Loan Coordinator

Loan Officer Assistant

FL/#LO36477; NMLS#552492 407.897.6656 x16908 yaresmi.fumero@ sheltermortgage.com

FL/#LO39842; NMLS#476625 321.961.8106 rolando.garcia@ sheltermortgage.com

FL/#LO20883; NMLS#1068621 407.897.6656 x16906 elisabeth.walters@ sheltermortgage.com

FL/#LO38828; NMLS#1542214 407.897.6656 x16905 brad.lowitz@ sheltermortgage.com

FL/#LO17485; NMLS#552527 407.765.3810 kent.winkelseth@ sheltermortgage.com

We are proud members of the Orlando Chamber of Commerce, GOBA (Greater Orlando Builder Association) and ORRA (Orlando Regional Realtor Association). © 2017 Shelter Mortgage Company, L.L.C. All Rights Reserved. This communication does not constitute a commitment to lend or the guarantee of a specified interest rate. All loan programs and availability of cash proceeds are subject to credit, underwriting and property approval. Programs, rates, terms and conditions are subject to change without notice. Other restrictions apply. Shelter Mortgage Company, L.L.C, 4000 W. Brown Deer Road, Brown Deer, WI 53209. Corp NMLS#431223 (www.nmlsconsumeraccess.org). Equal Housing Lender Kent Winkelseth, Vice President/Production Manager NMLS ID: 552527, 408 East Ridgewood Street, Orlando, FL 32803, 407-765-3810, Kent.Winkelseth@sheltermortgage.com

Shelter Mortgage

is expanding, and we’re looking for qualified and talented loan officers! ▸

In order to exceed the expectations of our residential mortgage borrowers and business partners, we empower our employees by encouraging and recognizing superior performance and innovative solutions and promoting teamwork.

Are you ready to join our dynamic team?

To inquire, please contact us directly by calling 407.897.6656 (Orlando) or 321.757.6600 (Melbourne).

ATHENA

POWERLINK PROGRAM

CALL FOR APPLICATIONS ATHENAPowerLink is an advisory program which guides women business owners, whose companies are poised for growth, in defining and achieving tangible goals by providing them with access to a panel of business advisors.

Learn more at athenaorlando.com

i4Biz.com

JANUARY2018[49

A New Day, Full of Innovation and Technology, is Dawning In Orlando.

By Jim Thomas, CEO, Orlando Tech Association

I

believe innovation is the catalyst for positive change in the world. I also believe the greatest innovation happens when we connect as a true community. What if we could bring together the brightest minds in technology with leaders from multiple industries and empower them to serve people and our planet through collaboration and innovation? What if we could do this right here in Orlando?

Every great city that Orlando aspires to be like, or is already compared to, has a thriving technology association. The Orlando Tech Association, with its great history and momentum, is uniquely poised to become the organization that brings together corporate, civic, educational and community partners across Central Florida around technology to advocate for and foster a forward-looking, prosperous region.

The Orlando Tech Association can be successful by focusing on three main objectives: Tell the rich tech story of our region, connect existing and emerging companies to our deep talent pool, and continue to build and advocate for our tech community.

We can accomplish this with a progressive vision that focuses on collaboration and inclusiveness and by being actively engaged and authentically telling the story of hard-working, thriving tech businesses and entrepreneurs in the region.

50]JANUARY2018 i4Biz.com

By partnering and featuring our globally leading tech verticals such as space, modeling and simulation, optics and photonics, gaming and mixed reality, health and wellness, and additive and advanced manufacturing, we can truly become one of the nation’s leading tech hubs. As we stand today, if we simply take a holistic look at our existing regional assets from the Space Coast to Orlando and then combine them with the tremendous assets of Tampa Bay, we are already arguably one of the topfive tech regions in the entire country. And we are ready to become so much more.

The greatest opportunity for growth and to “future proof � our region is an aggressive and continual investment into tech and innovation at all levels. The more we embrace opportunities brought about by the development of a robust Internet and global connectivity, as well as harness the digital economy to promote openness, cooperation, communication, the more we will thrive.

Once theorized as visions of a future society, technology like automation and artificial intelligence is now becoming a part of everyday life. These advancements in AI and machine learning are already impacting our global economy, both in terms of individual wealth and broader financial market trends.

Upcoming Events January 2018 State of Orlando Tech / Going Big in 2018!

January 9, 2018, 6 – 8 p.m.

Exchange Building, Downtown Orlando

Demo Nite — Pitch Your New Tech Idea or Business January 17, 2018, 6 – 8 p.m.

Geek Easy, Winter Park

2018 Florida TechMatch As ubiquitous worldwide access to the Internet continues to grow and soon reaches every corner of the globe, a digital transformation is taking place that will enable vast e-commerce opportunities as well as a transparent digital economy that will create exponential opportunities if we choose to pursue them.

As Orlando continues to become a global leader in technology and innovation, the tremendous livability and quality of life of our region will continue to improve. This will make a significant contribution to social change in untold ways as we improve as a region and society.

We do live in amazing times. There is no place in the world I would rather be than right here in Central Florida. Join us on this journey. The future starts now. ◆

Want To Learn More?

For more information on the Orlando Tech Association, please visit

OrlandoTech.org.

January 19, 2018, 12 – 5 p.m.

Orange County Convention Center

February 2018 Launch Orlando! — Strengthening the Community Through Tech February 9-11, 2018 Credo Conduit, Downtown Orlando

February Tech Forum/ Advancements In Sports & Hospitality Technology February 13, 2018, 6 – 8 p.m.

Exchange Building, Downtown Orlando

Golden Progression

The GoldCube

By Ryan Randall

“We’re building something that no one has built before.”

– Nakia Geller

Caleb and Nakia Geller

F

The brothers also have a machine located in the Merritt Island Mall, which eliminates the need for customers to visit a pawn store (and the negative perceptions that come with that).

Fortunately, a local company is looking to alleviate these difficulties. The GoldCube, located in Melbourne, has created a machine of the same name that is akin to a mobile version of a pawn store. Utilizing Intel’s 3D XPoint Optane Memory technology, the GoldCube can weigh and spectrum analyze jewelry. By combining these processes with the system’s algorithms, it can determine quality and value, and create an offer within minutes. If the seller agrees with the price, cash can be received immediately. If not, he or she can cancel the transaction and get the jewelry back immediately.

“That’s how startups are,” Geller said. “We’re building something that no one has built before, so it’s not like we have an exact blueprint of how this has been done. Many of the software and mechanical engineers had no idea how to build this, so it required a lot of trial and error.”

or buyers and sellers of gold, the process of performing those transactions can prove difficult. For the seller, the idea of going to a pawn store to sell gold can be an arduous task.

For buyers, the overhead involved in maintaining a storefront, keeping a payroll and dealing with potential calculation errors can create issues that adversely affect the bottom line.

The machine utilizes the same practices that pawn stores use, requiring identification and a fingerprint before the gold is sold. The GoldCube also ensures security in the purchase and retaining of gold through a video teller agent, who verifies and approves transactions through a camera on the machine.

Another camera also captures images of each piece of jewelry before it enters the system.

The Entrepreneurial Journey

Brothers Nakia and Caleb Geller founded the company. Nakia has more than 17 years of experience as a startup entrepreneur, and Caleb has more than nine years of experience in gold buying. In 2009, they co-founded International Gold Buyers, a $15 million revenue company, with approximately 55 stores throughout the Caribbean and South Florida. The idea for automating the goldbuying process was spawned from the difficulty the brothers were having regulating the testing of gold and getting proper value.

Throughout the process, Nakia noted he has seen benefits with going automated outside of eliminating the need for a storefront and reducing payroll. From the customers’ standpoint, the GoldCube allows them privacy when selling gold, and it eliminates the need for negotiations over the jewelry’s price.

Through many interface changes and working with developers and engineers in the process of improving upon prior builds, the company was able to build the machine that exists today, working towards being on the forefront of something special in the gold industry.

The Process of Innovation

While the process of creating a machine like the GoldCube can be a stressful one, the opportunity to innovate is something that inspires the Gellers. On the GoldCube website, one of America’s greatest innovators, Henry Ford, is quoted as saying, “Coming together is a beginning; keeping together is progress; working together is success.”

For Nakia, the elements of patents, lawyers and design are all part of what Ford was talking about regarding beginning, progress and, ultimately, success. When asked about something he did not expect during the process of creating the GoldCube, he admitted he did not realize how long it would take to complete, as the invention has been five years in the making.

Going forward, the company hopes to have enough machines in stores to build a brand. Looking to grow in Brevard and possibly even other locations throughout Florida, the brothers are excited about the future of their innovation. As common as RedBoxes are today, the GoldCube could be the next automated kiosk you see in various stores around town.

For more information, visit thegoldcube.com. ◆ i4Biz.com

JANUARY2018[53

Empowering Students Through Technical Training Orange Technical College by Dr. Michael Armbruster

F

or more than 80 years, Orange County Public Schools has been providing career and technical training to tens of thousands in the region, helping create and develop local workforce pipelines to critical hiring industries.

“Orange Technical College is making an impact on the lives of students in Central Florida and in the life of our community,” said Michael Armbruster, Ed.D., associate superintendent of career and technical education at OCPS, and leader of the district’s Orange Technical College.

With five local campuses, Orange Technical College offers a diverse array of career certificate training programs, most leading directly to an industry certification and/or license.

Articulation agreements and partnerships with local and state colleges are also allowing more students than ever to engage in numerous career paths across high-skill, high-wage technical industries.

OTC is creating value in many ways. The college promotes economic growth in Central Florida as a primary source of education to residents and a supplier of trained workers to regional industries. The college plays a key role in helping students increase their employability and immediately enter the workforce upon program completion.

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“Students who come from Orange Technical College have the desire and the will; they’ve worked hard to come into this industry,” said Mike Gordon, Kenworth of Central Florida service manager. “We’ve found that OTC offers the best and the brightest in the industry today.”

Students, parents, community leaders and industry professionals are also beginning to discover the lucrative opportunities afforded by career and technical education programs like those offered through Orange Technical College. For some, the programs represent a starting point on a student’s path to higher education, equipping those who have never had employable skills with a solid foundation. For others, CTE programming allows for efficient, affordable and effective continuing education in their chosen field of interest.

Orange Technical College is home to a diverse array of career certificate training programs, including 3-D animation technology, licensed practical nursing, automotive service, building construction trades, culinary arts, advanced manufacturing, machining, welding and more. The college is also the largest provider of adult general education programs in Central Florida, helping thousands of foreign residents learn to speak English each year and providing more GED training and testing than any organization in Orlando.

Each career training program at Orange Technical College has a workforce advisory council in place to ensure industry standards are met in the classroom and to advise in making sure curriculum is aligned with industry-specific skills. The goal is to position graduates for immediate employment upon completion of career training programs.

There has been a significant shift in our nation that calls for a highly trained, highly skilled workforce — a workforce with specific skills essential to hiring companies. Employers of today, now more than ever, are seeking candidates with skill sets to fill meaningful positions in their organizations, many of which do not require a degree.

“Our employees who came from Orange Technical College are very focused and knowledgeable, and more importantly, have a broad understanding and solid training in the programs we use,” said Jack Williams, senior vice president of Harvard Jolly Architecture. The architecture firm, which works closely with OTC’s drafting program, has hired four career training program graduates after previously only considering candidates with a college degree.

With the manufacturing industry likely facing the need for 3.4 million workers and an expected shortage of two million manufacturing workers in the United States over the next decade, CTE partnerships and local “educational ecosystems” will play a vital role in filling the country’s skills gap. Promoting these opportunities and exposing students to both college and career paths is key to advancing our workforce into the future.

Even today, career and technical education is still considered by many as a final option for students struggling in traditional classroom environments. However, with the competitive salaries and growth opportunities in technical fields, career and technical education programs are becoming more of a first option rather than an afterthought.

With the manufacturing industry facing an expected shortage of workers in the United States over the next decade, CTE partnerships and local “educational ecosystems” will play a vital role in filling the country’s skills gap.

OTC believes the important questions to ask students are: “What do you want to be?” and “What do you want to do?”

The goal in education should be to empower students toward their chosen career path, regardless of where that road may lead in their higher-education journey. Orange Technical College is happy to play a role in any given student’s journey on his or her path to sustainable career success.

“We help people change their lives through education, and in doing so, positively impact the economic development of our community,” Armbruster said. “That’s what our job is; that’s what our mission is.” ◆ i4Biz.com

JANUARY2018[55

TAKE

with

Q&A with Anirban Basu

The Economic Impact of Tourism In 2016, Tourism in Orlando Accounted for...

68M annual visitors

$41.8B in visitor spending

$66.4M $5.2B economic impact

in state and local taxes

437,883 jobs supported

$18.9M 41.1% in labor income

of all local jobs

Source: Visit Orlando and Tourism Economics

56]JANUARY2018 i4Biz.com

Forecasting Economic Trends and the Impact on Orlando’s Tourism Industry

E

conomist Anirban Basu has been a crowd favorite the past three years at Visit Orlando’s annual Business Insights Luncheon & Economic Forum.

As chairman and CEO of Baltimore-based Sage Policy Group, Basu teaches at Johns Hopkins University and serves as chief economist for a number of organizations across the country. Here, he discusses how national and global economic trends stand to shape Orlando’s largest industry.

Where do you see America’s economy heading in the short term?

Over the next one to two years, the U.S. economy should be in decent shape.

For the first time in 10 years, we are in the midst of a synchronized global economic recovery, with every major world economy now expanding. That should help stimulate export growth, which will be a nice companion for the consumer spending growth that has been driving our economic recovery.

What about any potential risks?

Highly inflated asset prices — including U.S. stocks, bonds and commercial real estate — pose risks to economic growth.

My sense is inflationary pressures are now becoming more apparent, and that will lift interest rates over the next two years. That, in turn, could cause some downward repricing of assets, triggering negative wealth effects and setting the stage for the next economic downturn, perhaps in 2019 or 2020. It is important to remember no U.S. economic expansion cycle has persisted indefinitely.

How might these larger economic trends impact visitation to Orlando?

One might think an economic downturn would be unambiguously negative for Orlando, which depends heavily upon the willingness and ability of families to spend discretionary income. For the most part, that is true.

However, Orlando offers such a wonderful value proposition that some families who might otherwise travel abroad may choose to spend time in Orlando instead. Local hotels may also offer incentives to visit. Still others will continue to come to Orlando but may alter the way they travel to Orlando and reduce the length of their stay by a day or two.

Orlando’s biggest global markets are Canada, the United Kingdom and Brazil.

What is the outlook for these countries?

Canada is the 10th-largest economy in the world, and after two shaky years, the country has strengthened economically thanks in part to more stable commodity prices. Markets like Toronto and Vancouver continue to expand rapidly, helping create significant new Canadian wealth in the process.

The United Kingdom is the world’s fifth-largest economy, and unlike much of the world, is slowing economically.

This is primarily due to uncertainty stemming from Brexit, Great Britain’s planned exit from the European Union. However, the British pound has strengthened recently, which should help stabilize visitation from Great Britain.

The Brazilian economy remains weak. After a recession in 2016, it is now expanding, but very slowly.

You have said there are indications of “minibubbles” forming in commercial real estate.

How could that affect Orlando’s tourism industry?

The significant growth in office, hotel and other commercial real estate valuations has triggered a wave of construction, including of hotel rooms. This creates an environment ripe for overbuilding. If commercial real estate prices begin to decline as a result of overbuilding and rising interest rates, banks may begin to lend more cautiously.

That could slow overall U.S. economic growth, which would impact Orlando. It may also lead to slower hotel construction there. ◆

“Any way you crunch the numbers, it is obvious that Orlando’s economy benefits tremendously from being America’s most visited destination.”

GEORGE AGUEL President & CEO of Visit Orlando

IT PAYS TO ATTRACT VISITORS

How tourism, and tourism promotion, benefit Orlando Just how big is Orlando’s tourism industry? If we think of it in terms of revenue generated by a single company, the $41.8 billion that visitors spent here in 2016 would rank 65th on the Fortune 500 list — right between Coca-Cola and New York Life.

When we break down tourism’s impact on our regional economy, the results grow even more impressive. The industry, which supports more than 1 in 3 area jobs, not only gives us access to world-class entertainment, shops, restaurants and attractions, it also results in tourists to Orange, Seminole and Osceola counties paying $5.2 billion each year in state and local taxes. In Orange County alone, out-of-town guests account for approximately half of all sales tax revenue — money that helps fund upgrades to the county’s infrastructure, parks, schools and public safety.

In addition to being Orlando’s biggest industry, tourism also continues to be one of its hottest. Since 2011, visitor spending has increased at an annual rate of 5.7 percent, with records constantly being shattered in attendance, tax revenue and numerous other areas, as well.

Any way you crunch the numbers, it is obvious that Orlando’s economy benefits tremendously from being America’s most visited destination.

The lesson is clear: For maximum economic impact, it pays to attract visitors.

i4Biz.com

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Foodpreneurs

A Pioneer In Fresh, Health-Conscious Dining Celebrates 40 Years

By Rich Wagner

I

grew up in a family that had a true passion for healthy eating. My father owned a health food and juice company, so healthconscious living is a concept I have practiced since day one. I had always dreamt of sharing that passion with the world, and with the help of my family and my high school best friend, Bryan Buffalo, we have been able to share that passion for the past 40 years.

We opened the first Nature’s Table inside the Melbourne Square Mall right in Melbourne. It was a new name that brought a new concept to food courts: lighter fare at a faster pace — a concept that was relatively unknown in the early ‘80s.

Mall food courts were just the beginning for us. After many successful mall openings, we decided to take a risk with the direction of our company. We ventured out into unique spaces that included office buildings, strip malls and military bases. Today that open method of thought has become our signature selling point for franchisees. Our flexible footprint concept works in any physical space, whether it is an office, airport, hospital or a college campus. We have become a trusted brand for institutions looking to bring healthier food options to their students, patrons and guests across the southeast.

58]JANUARY2018 i4Biz.com

We are currently focused on opening multiple new franchise locations within hospitals, airports and colleges across the United States. In fact, we will be opening locations in the Irsay Family YMCA in Indianapolis next month and the Cook Museum in Decatur, Alabama next year.

With nearly 70 locations open and thriving today, we never imagined the incredible success Nature’s Table has experienced. It is hard to believe we are celebrating our 40th anniversary this year. We could not have achieved this without the help of our families, our fantastic franchisees and, of course, our wonderful guests.

My partner and I know this company inside and out because we have worked every role behind the counter. Whether it is in the kitchen, at the checkout, in the office or on the floor at tradeshows, we have made sure we have a solid understanding of what every member of Team Table does on a daily basis. A good entrepreneur should understand the tasks and responsibilities of each and every one of his or her employees.

Even after decades of growth, we are proud to say this company is still a familyrun business. Senior Vice President Bryan Buffalo and I work closely with our wives and families to make sure the company continues to thrive.

Bryan and Chris Buffalo, Lisa Odom, Sandra and Rich Wagner

Our wives play key roles, not only in our lives, but also in the company. Bryan’s wife, Chris, is part of the corporate team and a current franchisee, and my wife, Sandra, is a former franchisee who now works in our office headquarters. Our vice president of Operations, Lisa Odom, was also a franchisee and has been part of the company for 25 years.

As restaurants pop up on virtually every corner of America, people have become more conscious of what they are eating.

Nature’s Table strives to lead the pack with nutritious options for a quick meal.

Consumers want true transparency and to know what is really in their food along with the nutritional values. The conversation has turned to hormone free, unprocessed, fresh, locally-sourced produce. We evolve and stay relevant by updating our menu every three years.

We pride ourselves on providing a menu that puts our customers first. We want to make sure there is something for everyone on our menu, so each location features endless combinations of healthful,

nutritious super foods, gluten-friendly and vegetarian options. In a world where everyone is very conscious of what they are eating, we are glad to be an option that lets guests feel good about what they had for breakfast or lunch.

Not only does the company attract new customers daily, but we are attracting new franchisees every year. Plans are underway to expand operations in the Midwest throughout 2018. The company is also focused on opening new franchise locations within the Jacksonville market.

Celebrating a major milestone this year, we continue to look forward to the future and working together to carry on a restaurant that stays true to itself, even 40 years later.

People often ask what advice I would offer aspiring Foodpreneurs. I have learned a few things over the years, but my three favorite lessons are: stay humble, provide outstanding customer service and cherish all relationships you make along the way. It has been a fantastic 40 years with Nature’s Table, and we are thrilled for the next 40! ◆

RICH WAGNER Rich Wagner is the president and co-founder of Nature’s Table, a fast-casual dining concept that gives health-conscious eaters a variety of options including smoothies, wraps, sandwiches, soups and protein bowls.

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JEFF PIERSALL

Featuring Wisdo m fro m

DOGS DON’T PARKED CARS

[THE VALUE PROPOSITION]

T

ypically when defining “value,” we associate it with some intrinsic worth, yet there is nothing more valuable than people. Almost every company speaks to its own value proposition, pronouncing itself as a “value-added” company. But think for a moment what these companies are really trying to say.

What is being defined as “value?”

I would challenge you to ask yourself, “How did I make them better?” In any relationship, business, personal, community, vendor or client, no matter what the relationship, if you are not making them better, you are of no value to them. You have become a commodity, and a commodity is replaced on price and inconsequential to success.

Value creation can certainly be incredibly powerful, but it must begin with a clear understanding of what it means to bring value to another relationship of any type.

Strategic Coach, a program specifically designed for entrepreneurs looking to grow exponentially while creating self-managed companies, focuses on the relationships established between people and clients:

NOW AVAILABLE!

Things that increase value can be you personally, your company, school, church, community, state, country or any individual or organization. Ask yourself critically, “How did I (or we) make the relationship better?” If this was your standard of measure (and it should and must be), you would begin to see different results in your myriad of relationships.

LEADERSHIP — How do I provide reliable guidance?

Providing direction through leadership. People and organizations can easily become overwhelmed with the amount of information and possibilities in the marketplace. Your ability to provide direction that simplifies issues and offers clarity will ultimately make those you are interacting with better.

RELATIONSHIP — How do I make you confident?

Provide confidence through relationship. We often turn to our own strengths when searching for a solution; however, it is just as important to reinforce the other person’s strengths and resolve his or her weaknesses. Foster an environment where trust is reinforced and enhanced, thus creating confidence. When you create confidence, you make others better.

CREATIVITY — How do I fill the gap you cannot fill for yourself?

Provide capability through creativity. Begin by understanding what unique characteristics or talents you bring to the table.

Then, use your knowledge and skill set to create a process that addresses the needs of clients. When you address the true needs of others with solutions and services or products they cannot provide for themselves or you can provide more effectively or efficiently, you make them better.

When we take time to understand a person or organization’s motivations, we have a better chance of developing a longterm relationship that brings value. Ask about their vision for a bigger future for their businesses and specifically use this question: “If we are sitting here one, two or three years from now, what has to happen for you to be happy about your progress and success?” Listen closely, because you are going to get the answer on how to bring real value to them. In other words, you are going to find out how to make them better.

Connecting on this emotional level is what will differentiate you from the competition; but your intentions must be authentic. A client’s results and success should always come before your self-interest. Be considerate that dangers, opportunities and strengths can be either motivating or paralyzing. Providing leadership, relationships and creativity to what you and/or your organization can uniquely provide is the key to making others better. Provide the best of what you have to offer, and avoid the temptation to provide what you are not good at.

UNCOVERING YOUR UNIQUE ABILITY

Let us get personal with this. We are all endowed with an individual set of natural talents, defined by Strategic Coach as our “Unique Ability.” To identify the activities that are part of your Unique Ability, consider areas in which you have superior skills. What part of your day-to-day life gives you energy? What do you love to do?

The entrepreneurial spirit is fueled by our desire to release that Unique Ability inside us. When we tune into these strengths, we can then pursue our own personal happiness and drive our future toward success. ◆

USING UNDERLYING MOTIVATIONS TO DRIVE PRODUCTIVITY

Knowing where the people around us want to be in the future is vital, because the future is the only place for value creation.

We cannot go back in time and create value, but we can address current issues and move forward toward growth.

You need to have conversations that focus on people’s fears, opportunities and strengths relative to their future goals.

What are they afraid of? What are they excited about? What are they confident in?

Jeff Piersall, a former award-winning collegiate basketball coach, is the CEO and founder of SCB Marketing, an innovative content marketing company that inspires brands to higher levels of success by elevating trust and connecting brands with key people of influence. Jeff is a successful entrepreneur, business consultant, speaker and co-author of “Dogs Don’t Bark at Parked Cars.”

TO CONTACT OR FOLLOW JEFF

please call 321-622-5986 or email: jeff@scbmarketing.com

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| BEST PRACTICES

LEGAL

AlbertoMONTEQUIN Alberto Montequin is an attorney at Watson LLP, where he counsels Central Florida businesses on cybersecurity and other aspects of technology law. He may be reached at 407-377-6634 or by email at alberto@watsonllp.com.

SIX LITTLE-KNOWN LETTERS

THAT MAKE A DIFFERENCE TO YOUR BUSINESS’ CYBER PLAN In this day and age, businesses of all types and sizes are well accustomed to accepting a variety of payment card information. However, as evidenced by recent data breaches, handling credit cards presents an inherent privacy risk.

Failure to comply with the requirements of the PCI DSS may result in serious legal and financial consequences.

Fortunately, there is guidance for businesses to turn to in the form of the Payment Card Industry Data Security Standard (PCI DSS), a framework to protect customers’ sensitive payment account data. But, the PCI DSS is not well-known or understood by many entrepreneurs, especially smaller business owners. Nevertheless, failure to comply with the requirements of the PCI DSS may not only result in theft of customers’ account data, there may be serious legal and financial consequences for the business itself.

To what businesses does the PCI DSS apply?

The PCI DSS applies to all entities involved in payment card processing; store, process or transmit cardholder data; or sensitive authentication data. This includes merchants, processors, acquirers, issuers and service providers. In short, if your business ever has access to others’ payment card information, assume you are covered.

Is my business legally required The PCI DSS was created by the PCI Security to comply with the PCI DSS? What is the PCI DSS?

Standards Council, founded in 2006 by leading payment card vendors. The framework is comprised of 12 requirements that set forth data 62]JANUARY2018 i4Biz.com

protection measures, including the installation and maintenance of a firewall, encryption of data transmitted across open networks, protection against malware and viruses, restriction of access to sensitive data and strict monitoring requirements, among other solutions.

This will depend on whether you have any contractual relationships with a payment card vendor, as well as the state in which you

I understand

do business. Payment card vendors typically incorporate the PCI DSS into their contractual relationships. Visa International, for example, requires banks that issue Visa credit or debit cards, as well as banks that process Visa credit or debit card transactions on behalf of a merchant, to comply with the PCI DSS through contracts. Visa further requires those banks to ensure compliance by their merchants and service providers who store, process or transmit Visa account numbers. The individual payment card vendors determine any penalties for noncompliance with the PCI DSS.

small business

Additionally, several states are passing laws that adopt many of the PCI DSS best practices. While Florida is not on the list yet, proactive businesses can anticipate legislation down the line and adopt the PCI DSS requirements that may work their way into law.

What can I do to comply with the PCI DSS? • Download a copy of the PCI DDS at cisecuritystandards.org.

There are also many other resources there that simplify the more technical aspects of the PCI DSS. • Ensure that your IT department or vendor is familiar with these responsibilities and is taking proper steps to secure data through firewalls and malware/virus protection.

• Inspect payment terminals regularly for card “skimming” equipment or for other evidence of tampering.

• Limit remote access to your system from outside vendors, which can be hacked by criminals and used to access your data.

Robert Good

SVP, Chief Lending Officer rgood@fbfna.com (321) 328-1394

Allow me to be your trusted lending expert to show you how an SBA loan can provide the leverage you need to take your business to the next level.

• Often, businesses store more data than is necessary, increasing exposure to a data breach. Keep only what is necessary and discard the rest in a secure manner.

Remember that receipts printed from payment terminals contain sensitive payment information as well.

• Make your payment system as simple as possible. WiFi, cameras, Internet phones and other complex technologies provide more openings for a data breach. Be aware of how your system may increase or limit exposure to such a breach.

• Keep policies and procedures for compliance with PCI DSS in place and instruct all employees on the importance of data security.

Whether or not the PCI DSS is required for your business, it is a good place to start when creating a data security protocol.

If you have never heard of it, there is a good chance your business may be vulnerable, and now is the time to change that. ◆

Brevard • Central Florida

www.fbfna.com (321) 328-1394

All financing is subject to credit approval.

Large enough to serve you, small enough to know you.

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| BEST PRACTICES

SMALL BUSINESS CASH FLOW IS KING

TIPS FOR SMALL BUSINESSES TrishaDELATTE Trisha Delatte is vice president, Treasury Management at Axiom Bank, N.A., the second-largest community bank in Central Florida. She can be reached at tdelatte@axiombanking.com or 321-316-4394.

Small businesses may be as different as night and day in terms of the products or services they offer, but financially speaking, they all have one thing in common: cash flow is king.

Although cash flow is a key indicator of financial health, many companies struggle with knowing exactly where they stand — and how to gain a more stable position. That is particularly true for those without a chief financial officer overseeing the books.

The good news is community banks can help with everything from evaluating capital needs, to providing loan options, to offering guidance in financial management. These banks also have a vested interest in their communities

Community banks can help with everything from evaluating capital needs, to providing loan options, to offering guidance in financial management.

64]JANUARY2018 i4Biz.com

and in the success of the companies that energize our local economies.

According to the 2016 Small Business Credit Report by the Federal Reserve, banks are the most common source of credit for small firms. But the report also noted “borrower satisfaction among all [loan] applicant firms is highest at small banks.”

That is quite an endorsement of community banks (small banks by the Fed’s standards) from small business operators across the nation.

Over my 25 years in banking, I have helped dozens of small businesses set up cash management procedures that fit their unique needs. Based on my experiences, here are some cash-management suggestions for small business owners:

•

Know your cash flow demands and how you will meet them. Do you need to purchase equipment, add inventory, expand your facility or hire a new employee?

You will need positive future cash flow to pay for these expenses, so it is important to factor them into your overall financial picture.

•

Tailor your banking needs. Your banking relationship should be customized to help your company meet its financial obligations and goals for growth. What kind of accounts will your company need? Money market, checking, escrow, lines of credit, credit card processing services? Your community banker can help structure the financial side of your business while also ensuring you do not pay for unnecessary products.

•

Use the most appropriate form of credit for the expense. This could be a revolving line of credit for shortterm cash needs like paying vendors and employees, or a more substantial and longer-term financing instrument, such as a Small Business Administration loan or a mortgage for a capital improvement or acquisition.

•

Consider your merchant service providers. Fees can vary widely among credit card processing vendors.

Depending on your sales volume, you may be able to comparison shop for and find a more cost-effective option.

•

Know your tax obligations. When determining your cash flow needs, do not leave tax payments out of the equation. While how you file your taxes is between you and your accountant, how you ensure having enough money to pay them needs to be addressed when determining your usual cash flow needs.

•

Pay your employers and vendors electronically.

It is the best way to track your funds and get an accurate picture of monthly cash flow.

•

Use mobile and online banking services. Mobile banking apps like Axiom Bank’s app allow you to deposit checks and transfer funds from accounts using your smartphone. We are seeing more small business owners taking advantage of the conveniences and expediency of remote banking.

After getting your company’s financial house in order, make a point to revisit your community banker in six months to a year for a follow up. When it comes to profitability, improving and maintaining your cash flow can offer the keys to success. ◆ i4Biz.com

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| BEST PRACTICES

CAREER CHOICES HOW TO BE SUCCESSFUL IN CAREER TRANSITIONS

DianeGILLIN Diane Gillin is the co-founder of Couture Med Spa, a luxurious yet affordable medical spa with locations in Winter Park, Ocoee and Oviedo. You can contact her at diane@couturemedspa.com.

When I first started my career as a trauma nurse, I had no idea where I would end up five or 10 years down the road, but that is the point when it comes to your career, is it not? It is completely unpredictable. I knew I wanted to be a successful businesswoman, but after graduating from the University of South Alabama with a Master’s of Science in Nursing, I had no idea I was going to become the cofounder of multiple medical spas throughout Central Florida.

When it comes to being successful, regardless of its relevancy to your current career field, it is not uncommon for successful business owners to change their career path to discover where true interests lie. Many recognizable names have made career changes later in life and have become successful because of it. Some of the most successful people have paved the way for others when it comes to altering their career paths, including famous chef Julia Child, creative homemaker Martha Stewart, actor Terry Crews and even designer Vera Wang.

It is not uncommon for successful business owners to change their career path to discover where true interests lie.

66]JANUARY2018 i4Biz.com

No matter which field you choose, there are some key best practices that should be followed.

Below are a few of the key practices that have helped me make the change from being a trauma nurse to a medical spa owner.

• Target Your Passion: After I started my professional job as a trauma nurse, I transitioned into working at a plastic surgeon’s office, where I gained a vast interest in plastic surgery medical services.

This is one of the keys to being successful while changing career paths — make sure you find a strong interest in the job to which you wish to transition.

I was particularly interested in medical procedures such as Botox and Sculptra, for which I am now an advanced injector, and I realized how I could help change the future of the industry. Not only did medical spa services excite me, but also I felt a strong connection to the idea of helping my patients feel better by providing them with a boost in self-confidence.

• Find Your Competitive Advantage: After working at the plastic surgeon’s office, I realized prices for services were at an all-time high and could be lowered if managed and controlled by the right administration.

It was around this time I was approached by my current business partner about opening a medical spa that provides a luxurious atmosphere while offering affordable and trusted procedures; this is the moment my career began to change.

• Find Your Partner: When entering a new field, finding a well-connected and business-savvy partner is key. Not only will your business partner guide you on making the best decisions for your company, they often have more experience in the field you choose to enter, making the transition seamless and efficient. I was lucky enough to find a partner who has an extensive background in business through his ownership of more than 30 health clubs in Central Florida and Georgia. With his help and guidance, we decided to open Couture Med Spa, a medical spa that provides extravagant services at affordable prices.

Looking back at the starting point of my professional life, I could not have predicted I would change my career path by becoming the co-owner of a successful medical spa.

With the help of my business partner, as well as what I learned from my previous career experiences and interests, I was able to be effective in changing my path and ended up becoming even more successful than I could have ever hoped. And I measure my success in the joy I have coming to work each day and the joy I bring to a client’s heart with each and every procedure.

If changing your career path is a possibility in your future, be sure to get as much experience as you can in a field related to your true passion. By doing so, the transition to being successful will be quicker, more effortless and much smoother. Additionally, make sure you have someone you can count on to guide you and give you advice if needed.

For me, it was my business partner; for you it could be a mentor or a prior manager.

Lastly, take control of your goals and dreams and transform them into reality. It is true what they say — if you love what you do, you will never work a day in your life. ◆

The Brighter Future of

Employee Engagement

Is your 401(k) plan being used as a primary tool to foster employee engagement?

If not, then it should be! More engaged employees lead to higher employee retention, better customer service, and overall positive operational health. All of these add directly to your bottom line. Start engaging today; contact us for a complimentary consultation!

ROBERT DEVRIES

MBA, AWMA®, CRPS® (321) 773-7773 www.FirstWaveFinancial.com 401kinfo@firstwavefinancial.com 1300 Highway A1A, Suite 103 Satellite Beach, FL 32937

TM

A copy of FirstWave’s current written disclosure statement discussing our advisory services and fees is available upon request.

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ECONOMIC TRENDS

ThomasWATERMAN Thomas Waterman is the co-founder of Purpose Pioneers, where he believes that when we find meaning in our work, we experience real-time fulfillment.

He can be contacted at thomas purposepioneers.com and @purposepioneers on the socials.

Contributors: Angela Minerva

THE PURPOSE ECONOMY

AND HOW IT WILL CHANGE BUSINESS FOREVER We are on the cusp of a new age driven by the unearthing of a timeless principle that has evaded businesses for decades: purpose. While the concept seems elusive, we define it simply as a deeper meaning behind why we do what we do. It is the meaning we provide to all of our stakeholders through our businesses now that will define the next age: The Purpose Economy.

What is the Purpose Economy?

We now move towards the 4th major U.S. economy — the age of purpose, where meaning is the most valuable currency.

Throughout U.S. economic history, there have been three overarching ages that have defined our society. We started in the Agrarian Age, where the production of farmland was king.

As humans became smarter, we moved into the Industrial Age, where our processes became mechanized, thus increasing efficiency and production on a massive scale. Most recently, we entered the Information Age, where we have harnessed the power of technology to create incredible advancements. But here is the thing — we lost sight of why we innovated in the first place. We now move toward the 4th major U.S. economy — the age of purpose, where meaning is the most valuable currency.

Simon Sinek most notably introduced this topic in his TED talk, “How Great Leaders

68]JANUARY2018 i4Biz.com

Inspire Action,” which states that successful companies start with “why” because “people don’t buy what you do; they buy why you do it.”

People are buying how a product makes them feel. They are using their emotions as filters to make purchasing decisions, and millennials are a huge driver of this change.

In the book “The Purpose Economy” by Aaron Hurst, this shift in society is defined as “an economy where value lies in establishing purpose for employees and customers — through serving needs greater than their own, enabling personal growth and building community.”

There is a paradigm shift happening in the economy, and the human need for purpose is in the driver’s seat.

How Does It Affect Business?

Purpose is affecting business in the most profound manner yet. The human element is being incorporated back into modern business practices. This is something we have all been yearning for, but we were motivated too much by extrinsic factors that inhibited our ability to speak up. We now have a generation driving this narrative — the millennials.

The millennial generation is not motivated by pay raises or getting the next promotion; they care about making an impact each day in everything they do — work, leisure and purchases. They invest in movements and show extreme loyalty to companies whose brand clearly represents values they wish to associate with themselves.

Adaption to these principles will be crucial to any company looking to sustain and thrive in a millennial-lead economy.

Stop Getting Overlooked!

Consumers seek brands that they connect with and making that connection is the key to elevating your brand.

You have already seen purpose start repaving the business environment with companies incorporating various cultural changes to support “green” initiatives or participating in volunteer efforts in their communities. By providing these services, companies are cultivating meaning for their employees and customers.

These changes are internally focused, but there is also a dominant shift in consumer trends as well. A survey by PwC released in the 2016 World Economic Forum indicates the demand for purpose in the consumer marketplace will increase by nearly 300 percent by 2020. This shift in public desire around the concept of purpose will change why, how and what we buy, and from whom we buy it.

Purpose-driven companies are maintaining substantial market share because they are selling a deeper meaning and value that comes with their brand association. The data around these studies is overwhelming. In the book “Firms of Endearment,” written by Raj Sisodia, David B. Wolfe and Jag Sheth, a 2013 study of purpose-driven companies found they outperformed the S&P 500 market four-fold. Imperative Group Inc.’s work with purpose-driven companies has shown a 400 percent increase in performance and a 125 percent increase in productivity from inspired employees.

How Do We Become a Purposeful Organization?

Now the question is not whether or not you should consider adding purpose to your company, but rather how do I do this now. Hurst put it simply: “People gain purpose when they grow personally, establish meaningful relationships, and when they are in service to something greater than themselves.”

Don’t Let Customers Pass You By! At SCB Marketing, we tell your story in a way that provides differentiation and identification, yielding the best results for your business.

Contact your SCB Marketing Representative before more customers get away.

You can start down this path by engaging your employees in thoughtful dialogue and asking how the company can support their personal growth goals or how you can leverage your business’ strengths to provide a service to the community. Perhaps most importantly, ask yourself what the deeper “why” is behind your business and how you can integrate that “why” into your services.

The best part of this lucrative emerging economy is there are no barriers to entry. You can start now with exactly what you have. It all starts by evaluating your stakeholder engagement and impact, uncovering values and aligning your “why” with everything you do. ◆

Melbourne Office: 321.622.5986 Orlando Office: 407.917.3819

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| BEST PRACTICES

PRINT MARKETING

CheriseCZABAN Cherise Czaban is the vice president of business development at SCB Marketing, i4 Business, SpaceCoast Business and SpaceCoast Living Magazine.

She can be contacted at cherise@scbmarketing.com or (321) 848-3530.

THE PERSEVERANCE OF PRINT

Through print you have the opportunity to showcase your knowledge and experience, positioning yourself as an expert in your field.

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We are lucky enough to live in a world full of diverse stories and voices, and the means through which to share them. Images, videos, articles and essays distributed through print, social media, websites, radio and television enrich our understanding of the world and the people we share it with. Some of these channels of information sharing are relatively new, as developments in technology provide evidence that change is a constant in how we communicate.

Print media counters this change with a credible and colorful past, beginning more than 500 years ago with Gutenberg. The printing press kicked off a revolution that allowed information and ideas to be recorded, distributed and consumed more widely and easily than ever before, and it is undeniable that print remains one of the most popular mediums available.

Print Marketing

This storied past and persistent presence are closely tied to print’s role in marketing. As magazines and newspapers gained popularity and became more accessible, businesses began to understand the potential for showcasing

their products in front of specific audiences.

They understood who their audience was and where they were going for information and entertainment, making sure to position themselves directly in their line of sight.

Today, the way in which we receive information has drastically changed, with countless messages placed in front of us every hour. Naturally, the way in which companies market and advertise has changed as well, but print has remained a powerful tool capable of reaching out to audiences exactly where they are.

The Case for Print

When considering the developments we have made in understanding our world, the continued prevalence and reliance on print media may seem unlikely. It clearly cannot be any coincidence that it has remained this way, and research in neuroscience and psychology provide plenty of explanations for the power of print. Studies have shown that print not only lends itself to higher comprehension and recall, it stimulates emotions and desires in readers, appealing to both the head and the heart.

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Because readers consume so much information digitally everyday through their screens, the difference that print brings becomes even more powerful. Holding a physical copy of a newspaper or magazine means the reader is less likely to be distracted by things that divert their attention when using a computer or tablet, with notifications invading their screen and their concentration. In addition to increased focus, print carries more credibility. People often associate these publications with trustworthiness; the material on these pages has been selected, edited and curated. While digital might be immediate, most are aware the Internet allows anyone — expert or novice — to write anything. Through print, you have the opportunity to showcase your knowledge and experience, positioning yourself as an expert in your field. Crafting a message, presenting it through a tangible medium,and placing it in front of a specific audience represents an undeniably powerful marketing strategy.

Bringing unique advantages all its own, print media can then be utilized to increase reach and compound results, inspiring consumers to follow up through other mediums.

Magazines are the top stimulus for online searches, and 61 percent of readers take action as a result of a magazine ad.

Integrating print with inbound marketing campaigns through content or creative ads has had impressive results for brand awareness. After its initial run, a piece can be distributed to clients in reprints, displayed in offices on plaques and repurposed as digital content for months to come, maximizing the momentum.

How to Utilize Print for Your Campaign

Using print in your marketing strategy does not always mean doing so through traditional formats or messages. Combining a time-honored and proven method of advertising with new ideas like content marketing, social media and inbound campaigns opens the door to countless possibilities for your marketing strategy. Publishing informative editorials or profiles in a magazine can convey to your audience not only what you can do for them, but also creates a sense of value and loyalty. Creative advertisements and designs help you stand out even more, while adding calls to action directing traffic to social media channels or websites creates opportunities for engagement. Even the way you present these pieces can have an impact. Think about packaging your content in eye-catching ways such as gatefolds, bellybands or polybags.

For centuries, print has provided opportunities to educate, entertain and enrich our lives. The new trends in marketing, whether they are in strategies or platforms, do not signal the end of the possibilities and impacts offered by print, but opportunities to expand them. ◆

SPECIAL SECTION FEMALE BUSINESS OWNERS AND EXECUTIVES The March 2018 edition will focus on the area’s leading “Women in Business,” and will include a special marketing section spotlighting the achievements and offerings of women-owned businesses and business leaders throughout the Central Florida region.

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with Dave Cocchiarella [ By Ryan Randall ]

During Dave Cocchiarella’s time with News 13 and now WESH, he has seen many weather conditions, ranging from severe hurricanes to our run-of-the-mill summer afternoon thunderstorms. However, the best weather days for the meteorologist are the sunny ones in the 70s that showcase why Central Florida is such a great place to live.

In addition to his work in television broadcasting, Cocchiarella, a Winter Park resident, is able to share his passion for meteorology through teaching at Valencia College and Seminole State College. The opportunity to learn and share with students is part of his journey, which has taken him across the country and back to Central Florida.

THE JOURNEY INTO TELEVISION I came into my profession by taking a circuitous route.

My father was stationed at Patrick Air Force Base in the late ‘60s with the Apollo program, and I was fortunate throughout my childhood that he was never transferred to another Air Force base. I remember our first home on base housing was only a few steps away from Hightower Beach, so my older brother immediately took up surfing. My father got him a longboard from Oceanside Surf Shop, and as a little brother will do, I followed him around. When he wasn’t using that board, I was.

I was fortunate to grow up in Brevard County and get introduced to surfing at a young age. It’s been a lifelong passion for me.

I always remember having an internal interest in the way the ocean worked, but that didn’t manifest itself into a desire to study or make that a profession; it was just sort of an undercurrent throughout my life. I came to broadcasting when I moved to Hawaii, on the north shore of Oahu, for the explicit purposes of surfing and working in the industry.

I started doing surf forecasts for local radio stations in the early ‘90s, which led to more involvement in local radio and being part of a local morning show. That job led me back to full-time radio work in Florida, where a news director in Tallahassee asked me if I was interested

in doing the weather. I said yes and started working at a local TV station in Tallahassee in the mid ‘90s. I already had a bachelor’s degree, but I went back to school at Mississippi State University and started my initial course work in meteorology, which subsequently led to me getting my master’s degree.

Once I landed in television, one of the primary motivations for me and my wife, Beth, was to move back to Central Florida. I was fortunate to get a job in 1998 with what was then known as Central Florida News 13 and worked there for 16 years before moving to WESH in 2015. It wasn’t a thoughtful progression, meaning I didn’t plan on becoming a meteorologist, but with my love of surfing and the way life works, one thing led to another and here I am.

TEACHING THE FUTURE I have a genuine passion for meteorological science and how and why the ocean moves the way it does.

I’ve taken my master’s degree and used that to become an adjunct professor at both Valencia and Seminole State, where I teach meteorology, oceanography and earth science. I’m very passionate about that and really enjoy teaching because it gives me the opportunity to engage with fresh, young minds. Every time you teach something, you learn something, so every semester, I learn something new about the ocean, atmosphere or the earth itself, and that’s what keeps me fresh. ▸ i4Biz.com

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STAYING PREPARED IN THE PROFESSIONAL SECTOR

THE IMPORTANCE OF CREDIBILITY

I finished my master’s work in August of 2010, and I went online through Valencia College and hunted through to figure out what department would be the best fit. I sent an email to the college about halfway through August 2015, informing them I just got my master’s degree and was interested in teaching meteorology. About 15 minutes later, I received an email back, and essentially they asked if I could start on the 31st because they had a meteorology class that had been filled with students and then they lost the professor, so they actually had a specific need for somebody. One of the things I believe in broadcasting, that has always been the case, and I tell young people this when I’m asked how to get into broadcasting, is that often times the person standing in front of the news director when the job opens up is the person who gets the job. Being there, being involved... that’s just been a natural progression.

That’s very much what happened with me and teaching; I just happened to be available at the moment Valencia really needed a professor.

I think credibility is the greatest measure of somebody in my industry, knowing the people who may be listening or watching at that time believe and have confidence in what you say. One of the things I teach my students when I talk about weather in broadcasting terms is all anybody really cares about is how the weather is going to affect them, so you have to put yourself in a role where you’re not trying to teach these high-level concepts about meteorology if you’re a weatherperson on air. You have to think about what viewers want to know. And what they want to know is how their kids need to be dressed, when they can have a picnic, what the surf is going to be like and if fishing conditions are going to be good or bad. I try to put myself in my viewers’ and listeners’ shoes when I think about what I’m saying and doing.

When I did radio, and when I do my on-air work now, I’m really doing it for the people in the room. I’m not trying to do it for nine counties in Central Florida. I’m trying to reach an individual, whether I can see them or not, and if I can reach that individual, I think I’ve reached that larger group. ◆

“I think credibility is the greatest measure of somebody in my industry, knowing the people who may be listening or watching at that time believe and have confidence in what you say.” – Dave Cocchiarella

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More Than a Bell The Salvation Army of Orange County

D

uring the holiday season, you can see their volunteers located in front of grocery and retail stores, the bell ringers with red buckets wishing people a peaceful season and accepting donations. You may also be familiar with the organization’s thrift stores or the additional charitable work it does around the holidays. However, long after the holiday season has ended, The Salvation Army continues to contribute to communities in meaningful ways.

And for 97 years, the Salvation Army of Orange County has worked to provide top services to assist and uplift the Central Florida community.

One of the ways in which The Salvation Army of Orange County assists the community is with its diligent work in housing. More than 600 people in the Central Florida area sleep under a Salvation Army roof nightly. The organization runs two shelters, with 116 beds in the men’s shelter and 62 beds in the women and children’s shelter. The organization also houses more than 300 senior citizens in the William and

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By Ryan Randall

Catherine Booth Towers, independent living facilities for low-income individuals. The tower facilities currently have a two-year waiting list.

The organization also has an adult rehabilitation center, a residential program for men that uses work therapy and counseling for recovering addicts. Some of the work therapy jobs include assisting drivers with picking up furniture donated to The Salvation Army, sorting the donations and preparing them for resale.

The program has had a lasting effect on many, noted Maj. Ted Morris, who remembered a young man who was rehabilitated thanks to the organization.

“Because of his addiction, his teeth were greatly damaged, leaving him to only eat soup or soft foods,” Morris said. “Throughout the program, he was able to find recovery through faith and met benefactors who enabled him to get a new set of teeth. He’s now working full time, a member of The Salvation Army’s church and happily married. The couple is expecting a child soon.”

A CALL TO SERVE Morris has been involved with The Salvation Army for 32 years, the last two in Orlando. His family has been involved in the organization for four generations, including his brothers, who serve in different parts of the country. In addition to running The Salvation Army of Orange County, Morris and his wife are also co-pastors of The Salvation Army church. He found his calling to serve at the age of 15.

“The Salvation Army isn’t just a Christmas organization as many people may think. We’re here working with people year round, and we’re just as active in the ‘off-season’ as we are during the holiday season.” – Maj. Ted Morris

“I was reading the Bible one day, and I sensed God speaking to me. He told me there was no better way I could serve him than to be a minister in The Salvation Army,” said Morris.

“That was in June 1975, and from that day forward my life has been working towards that goal, and I’ve never doubted that calling. Of course, some days have been difficult and other days have been rewarding, but there has never been a doubt in my mind this is what God wants me to do.”

Working within the organization, Morris has moved around to different parts of the United States, including cities such as Atlanta, Dallas, Louisville and Mobile. He has also served in different capacities within the organization, ranging from pastoral ministry and teaching in the organization’s seminary to being the chief financial officer for Texas, Kentucky and Tennessee. However, for Morris, the most exciting thing about being in Orlando is interacting with the people who are receiving assistance.

“One time I had a meeting downtown, so rather than drive, I decided to walk, and one of the men in our shelter stopped me on the road and talked to me about some issues he was having,” Morris said. “If I hadn’t taken that walk, he wouldn’t have stopped me and I wouldn’t have learned about his life and what he was dealing with. Actually talking to people in the program and helping them is invigorating.”

DISASTER RELIEF In addition to the work done with the homeless and housing, The Salvation Army of Orange County has been a source of local disaster relief. When citizens of Puerto Rico left the hurricaneafflicted island and came through Orlando International Airport, volunteers were there to provide meals, clothing vouchers for children and hygiene kits. The organization also helped with relief efforts for hurricanes Harvey and Irma.

The Salvation Army of Orange County is also able to assist people through its “canteen” — a stocked food truck that can serve up to 1,000 meals a day. Working with city officials, the truck was utilized after the Pulse Nightclub shooting in June 2016, as the organization served three meals a day to first responders. During the nine days it was on-site at Pulse, The Salvation Army served more than 6,000 meals.

While known mainly for the red buckets and bell ringers outside stores during the holiday season, The Salvation Army does far more, providing services that benefit the community throughout the year. ◆

Want To Learn More?

For more information on The Salvation Army, please visit

www.salvationarmyorlando.org. i4Biz.com

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| BUSINESS SEEN

2017 BUSINESS LEADERS OF THE YEAR AWARDS The i4 Business Leaders of the Year event culminates the year with an exclusive opportunity to celebrate the achievements of some of the region’s most outstanding entrepreneurs and business leaders. Held on November 30 at the Country Club of Orlando, it highlighted the careers of seven leaders in medicine, education, civic development, tourism and more, concluding with the recognition of Jacob Stuart.

Jacob Stuart

Mayor Buddy Dyer

Dr. E. Ann McGee

Dr. Haru Okuda and Deborah Staubinger

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Wendy and Dean Kurtz

Ben Hoyer and Rob Panepinto

Chester Kennedy and Don Fisher

BUSINESS SEEN |

Tomas Lares, Frances Lee and Thomas Waterman

Yog Melwani, Rob Panepinto and Christopher Brockman

Jeff Piersall

Cherise Czaban

George Aguel and John Arie Sr.

Kent Winkelseth

Susan Wright and Kristine Thomas

Marni Spence and Chris Hite

Eric Wright

i4Biz.com

JANUARY2018[79

The Wright Angle

by Eric Wright

The most important factor in economic development is not business attraction, infrastructure investment or encouraging organic entrepreneurial growth. The key element is the vital part each of us plays in making our community better in 2018 than it was in 2017. This can be anything from attracting an Amazon to Central Florida to impacting a young person by serving as a mentor with Junior Achievement, the Boy Scouts or as a volunteer coach. After all, how do you know if the individual you invest in is not the next Jeff Bezos?

The significance of our personal contribution is illustrated in a story I remember about a rural village in Spain that was going to be visited by the king. The villagers wanted to throw a celebration, but being poor they had few resources. Then someone came up with a solution. Since many of the villagers made renowned wines, the idea was for everyone to bring a large cup of their choice wine to the town square. “We’ll pour it into a large vat and offer it to the king for his pleasure,” they decided.

Never Water It Down When Giving Is Greater Than Having When all decide to contribute, not equal amounts, but according to an equal sacrifice, the tide of the entire community rises. It is what GrayRobinson’s Charley Gray calls “paying your civic rent,” and it drives the region forward in a way everyone can celebrate.

That kind of service for the greater and mutual good becomes a much more lasting and meaningful reward than the personal accoutrements we often associate with success.

During his reign, King Frederick William III of Prussia found himself in serious trouble. Military conflicts had been costly, and in trying to rebuild the nation, he was seriously short of finances. Reversing his policies would be disastrous, so in a rather bold, if not audacious, move, he decided to ask the women of Prussia to bring their jewelry of gold and silver to be melted down for their country.

For each ornament received, he determined to exchange a decoration of iron as a symbol of his gratitude. Each was inscribed with, “I gave gold for iron, 1813.”

The day before the king’s arrival, villagers lined up with their offering to the honored guest. They poured it through a small opening into the vat, which was positioned prominently in the city square. When the king arrived, he was given a silver cup and told to draw some of the village’s best. He filled his cup and drank the wine, but it was just water!

It may surprise you, but the response was overwhelming.

Amazingly, these women prized the gift from the king more than their costly jewelry. The reason, of course, is clear … the decorations were proof they had sacrificed for their nation. Indeed, it became unfashionable during that period to wear jewelry, and thus was established the Order of the Iron Cross. Members wore no ornaments except a cross of iron for all to see.

Every single villager had reasoned, “I’ll withhold my best wine and substitute water because with so many cups of wine in the vat, the king will never know the difference.”

The king was less than amused by the duplicity and selfishness of the village.

It is the same reason people will pay to wear the jersey of a sports franchise or put an Apple logo on their car without thinking of being compensated. They are captivated by the vision and purpose of that organization. It is that kind of engagement that transforms communities. ◆

inspiring the TREP in you 80]JANUARY2018 i4Biz.com