IE Entrepreneur Feb 2015

VOLUME 1 / ISSUE 2

F E B R U A R Y 2015

IE ENTREPRENEUR

TM

T H E

M A G A Z I N E

F O R

V I S I O N A R I E S

&

I N N O VAT O R S

COVER STORY:

Pursuing Yo u r Passion!

Alan & Heidi Merrigan Simply Perfect Images Redlands, California

INSIDE: M e e t T h r e e I n n o v a t o r s W h o C h a l l e n g e d A d v e r s i t y a n d W o n

“To begin, begin.”

-William Wordsworth Poet, circa 1893

2

The writing's on the wall.

Time to put your vision in motion.

Engage your business brain.™ Let's get you started.

™

businessbrain8@gmail.com

Business Development / Strategic Planning

Volume 1 | Issue 2 | February 2015

Editorial

Cover Story

M Malia Vincent-Finney CEO/Publisher/Editor-in-Chief Publisher.ieemag@gmail.com Mike R. Jackson, CPP, CSM Columnist/Staff Writer Mike.ieemag@gmail.com

Pursuing Your Passion!

Alexis Caparelli Columnist/Staff Writer

Kristine Specht Columnist Contributors Don Driftmier, CPA, CFO Noble House Entertainment Pictures LLC Gary Capolini, President The Part-Time CFO, Inc. Joy Gendusa, Founder, CEO Postcard Mania Sean Nealon, VP Business Development Continental Credit LLC Tom Sheridan, Staff Writer The Press-Enterprise Frank Bellini, Staff Photographer The Press-Enterprise Craig Thomson, Mortgage Banker Amerifirst Financial, Inc. Andrew Villalobos, Realtor Coldwell Banker Armstrong Properties U.S. Department of Commerce Commercial Services, Regional Office, Ontario CA Production Mario C. Maala Creative Director Drew Ortiz-Castruita Photographer/ Camera / Post-Production Infinity8Media Graphic Design/Website Design IE Entrepreneur™ is published by Infinity8Media™. All content contained herein is the intellectual property of Infinty8Media™, IE Entrepreneur™ and photographers and protected by copyright law. Reproductions of any content without express written permission is prohibited . Please direct all requests for reprints, story ideas, questions and comments to editor.ieemag@gmail.com.

Alan and Heidi Merrigan

Photo courtesy Simply Perfect Images

F

aced with financial uncertainty when the recession hit the Inland Empire, Alan Merrigan and his wife, Heidi, did the exact opposite of what people would expect – they started a new business. Their entrepreneurial spirit endured, as strong as their vision and commitment to succeed. Last year, their boutique wedding photography company booked 100 weddings, far and above the four weddings they booked in their first year of business. The Merrigans are just one of three stories featured in this month's cover story, Pursuing Your Passion!, about entrepreneurs who turned the tables on adversity and won! ◙

©2015 Infinity8Media All rights reserved.

Visit Us & Share https://ieemag.wordpres.com www.facebook.com/IEEntrepreneur

February 2015

Cover Shot: Alan and Heidi Merrigan, Photography by Simply Perfect Images, Redlands, CA

IE ENTREPRENEUR | 3

contents

13

25

21

Commentary

7

Talking Points

9

The Business Advocate

11

Moms Minding Their Own Business

13

By M Malia Vincent-Finney

19

Marketing Basics Even CEOs Don't Know (But They'd Never Admit It!)

By Joy Gendusa, Founder/CEO PostCard Mania

By Mike R. Jackson, CPP, CSM

By Kristine Specht

The Biggest Hazard to Your Business Processing Your Own Payroll

By Gary Capolini, President The Part-Time CFO, Inc.

Around the IE

15

Small Business Marketing

MURRIETA CoHive is ‘The’ New Hub for IT Companies and Software Start-Ups in SoCal

Real Estate & the Economy

21

Randall Lewis: Insight for Regional Real Estate Development in 2015

By Andrew P. Villalobos, Realtor Coldwell Banker Armstrong Properties

Best of Both Worlds 22 The

By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.

Small Business Matters

16

There Really Is An App For That

17

Personal Safety Devices

How did we ever do business without them?

Don't Leave Home Without One

By Mike R. Jackson, CPP, CSM

4 | IE ENTREPRENEUR

February 2015

contents

34

37

Feature Cover Story

25 30 33

41 Business Safety & Security

Simply Perfect Images

45

Workplace Violence Intervention Identifying Potential Violence

By Mike R. Jackson, CPP, CSM

Kama Speaks

47

Risky Business: Protect Your Company Data

By Mike R. Jackson, CPP, CSM

By M Malia Vincent-Finney

By M Malia Vincent-Finney

Sweet B.O.B.'s The Big Ole Baby is Bouncing Back Thanks to Exporting!

By M Malia Vincent-Finney

EXPORT TRADE & COMMERCE

Export Trade & Commerce

49

By M Malia Vincent-Finney

Company Profiles

37

The Pizza Factory Experience Franchise is fast food family affair

52

By Mike R. Jackson, CPP, CSM

39

Little Doughnut Shop Takes Big Bite Out of Market

Proprietor didn’t know the first thing about baking doughnuts, but is devoted to making his customers go ‘Wow!’

By Tom Sheridan, Contributor Staff Writer, The Press-Enterprise

41

SolarMax Technology The Greening of the Inland Empire

By M Malia Vincent-Finney

Exporting 101 Introduction to exporting for your small business, Part 1 Inland Empire Area Leads Exports Riverside remains top merchandise export area at $9.6 billion

From the U.S. Department of Commerce, Commercial Services, Regional Office, Ontario CA

Calendar

53

What's Happening Around the IE

It's a Wrap

54

Lincoln Memorial Shrine, Redlands Photography by Drew Ortiz-Castruita

Coming Next Month ● ●

February 2015

New Year, New Business!

IE Women Who Mean Business I E ENTREPRENEUR | 5

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talking points

It just takes the first step.

It's the new year! People who know me know that I love the “first” – first of the month, first of the year, first to do something different. I know, sounds weird. But I do get excited every month and every new year!

M Malia Vincent-Finney

To me, the first represents a benchmark, a time for taking stock, a time for planning ahead, a time for paving new paths, brainstorming new ideas, testing the waters and seeing where we go.

As an entrepreneuse, the correct title for a woman entrepreneur, a noun derived from the French, I see possibilities in everything. If there isn't a niche, let's make one. If no one has tried it, let's make it happen. People telling me it can't be done actually inspire me to move forward. My parents and brothers laughingly called me contrary, and actually, still do. But they also knew, even at a young age, the challenge would spark my creativity and innate curiosity. If you are an entrepreneur, you know exactly what I'm talking about and where I'm coming from.

Over the next few months we will address the aspects of starting a new business for those individuals who are thinking of starting their own business, of taking that step and striking out on their own. We have invited experts from the various aspects or business development, city economic development directors, and others who assist, facilitate and mentor budding business owners.

This is a good time to welcome new contributing writer, Gary Capolini, president of The Part-Time CFO, Inc. Gary is an accountant and business management consultant. In his first article for IEE, he talks about the perils of processing your own payroll under the new California laws that take effect this year. Welcome, Gary!

Thank you, Readers, for your kinds words and support! We hear you! And, yes, our articles are about real people doing real business. They share their inspirations with us and are candid about the obstacles they have encountered along the way. They share their stories so others can prevail.

Our feature cover story for this issue of IE Entrepreneur is entitled, Pursue Your Passion! We tell the story of three entrepreneurs who were challenged and persevered. When met with adversity, they innovated and adapted.

Alan and Heidi Merrigan own Simply Perfect Images, a premiere boutique wedding photography and bridal services small business in Redlands. When faced with the uncertainties of the region's economic down slide and the downsizing of Alan's employer at the time, the Merrigans had the audacity to start a business – and succeed!

Continued next page

February 2015

I E ENTREPRENEUR | 7

talking points

Upcoming Special Issue In March 2015 IE Women Who Mean Business INLANDComing EMPIRE in Our March Issue

n a e M WOMEN IN BUSINESS o h W

Kama Burton is truly a woman who means business. Overcoming a divorce after surviving an abusive marriage, the now-single mother of three never wavered on what she knew to be her life's passion – working for herself. And she is doing just that as a realtor, talk show host, director and advocate against domestic violence.

Bruce Harrison III started his company, Sweet B.O.B.'s Bar-B-QueÂŽ in 2000 in Denver, Colorado. After experiencing award-winning success, he brought himself and his business to the Inland Empire. Despite having to close down the first store due to the economy, and the second store destroyed by fire, Bruce persevered. His company is poised to enter into the lucrative specialty food export market.

Joe Marin's company, Wolfee Donuts, first appeared in The Press-Enterprise. His story is so inspirational we requested permission from Tom Sheridan, to reprint the article for our Readers. Joe's only knowledge of donuts was what he ate with his coffee. But he applied what he did know about distribution to grow his business into a bakery that produce 7,000 donuts a day and delivers all over Southern California.

Mike Rodriguez and Betsy Clemenson opened their franchise, Pizza Factory, in Moreno Valley less than a year ago. Only 18 when they first met while working at the Pizza Factory in Murrieta, little did they know their relationship would grow personally and as business owners when they purchased their own franchise and created a family business!

Finally, we share the story of David Hsu, a medium-sized business owner of SolarMax Technology in Riverside. With a vision to do his part for the environment, he adapted his knowledge to establish a business that would create jobs and have farreaching benefit for the Inland Empire and beyond.

Prepare to be inspired. We will see you next month when we profile IE Women Who Mean Business in our March issue.

Aloha, Malia

8 | IE ENTREPRENEUR

February 2015

the business advocate

The Cost of Doing Business Wage increase versus automation

W Mike R. Jackson, CPP, CSM

February 2015

hen has it ever been easy to get paid when you first start out as an employee, learning the job, dealing with the public and dealing with coworkers?

Many people, mostly teens, start their first job in customer service, earning the right to get paid minimum wage, with gradual stepped increases based on their performance.

Statutory minimum wages became accepted in 1938. Currently the national minimum wage is $7.25 per hour. Our military enlisted, E-1 to E-3, are making less than $7.25 per hour and are expected to sacrifice their lives. I do not see too many people sacrificing their lives making burgers.

Fast-food restaurants located on military bases are federally contracted but have started closing all across the nation because the restaurants couldn’t support the new minimum wage increase of $10.10 per hour, to be implemented in 2015, for these contracted employees.

Currently, California’s mandatory minimum wage is $9.00 per hour, as of July 1, 2014. If we increase the minimum wage to $15.00 per hour, even gradually, how many closures, layoffs, or industrial automaton will we see. Will this stifle business development for larger organizations?

McDonald's and others are working on automating their jobs, with burgermaking machines, and online ordering and payments. Panera Bread will be using self-service kiosks. Chili’s and Applebee’s have table-placed tablets to take orders.

Does this cost people their jobs or allow them to focus on more direct customer service through better order preparation and quicker delivery of orders?

The politicians give themselves raises without asking their constituents permission, but we have to ask their permission. A person, no matter the job, should receive the wages they earn, not what they think they are owed.

Will start-ups or small business owners be able to compete and thrive when wages are nearly doubled? Include the health insurance costs for full-time employees.

This could break their financial back before they even get started.

More businesses, especially the big corporations, are investing in temp workers.

Temporary employment agencies are popping up for those wanting to work even at minimum wage.

What alternatives do a small business owners have to keep their operating costs down, which includes recruiting expenses, salary, benefits, equipment, training and employment taxes?

Many of our businesses closed down when our local military bases were closed or re-designated to a reserve status, due to a lack of customers. Our community, the Inland Empire, was one of the worst struck.

Now, we see business redeveloping and growing. From an employee perspective, raising minimum is ideal, for small business owners, it's a killer.

There are people out there working two or three jobs to provide for their families. One good paying job will make a less stressful home life. The real problem is… What are your ideas to solve it? Let me know.. ◙

I E ENTREPRENEUR | 9

ABC123*? Good try

Think a password can protect your files? Well, guess what?

Somebody knows your first job was at Arbys when you lived on Sterling Avenue, your Dad's middle name is Everett with two Ts, your Grandma's last name was Simpson and your favorite dog, Monte, rode in your first car, the VW bus.

You've worked hard to get where you are. Protect your business.

Call us for a free initial consultation. Let us keep your business safe and secure. Call Mike Jackson at (951) 990-9539 today.

Security Research Group Security & Safety Management Consulting

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Mike@SecurityResearchGroup.com www.SecurityRearchGroup.com

Solutions for Protecting Your Business™

moms minding their own business

Resolve to Make Time and Take Time Prioritize and get it done

By Kristine Specht

I

t's so difficult to make each moment teachable as a mom when you have business on your mind along with a million other things. During this past Christmas season it was wonderful to be able to incorporate some practical lessons into my family time.

Teaching the kids to write things down on the calendar and manage their time is a valuable lesson. Following through with planned activities and appointments teaches them responsibility.

Having the time to relax and reboot allows us to discuss our promises to calendar together time, as a family, into the New Year so we can make time and take time for each other, our important business and doctor appointments, grocery shopping, car maintenance, and more!

Find what works for you and be your own success! ◙

“If you don’t make time, you will never have time.”

This phrase has always stuck with me. Mostly because it’s the voice that internally nags me and is a constant reminder I need to prioritize the very important things along with the simply important and get it all done.

How do I do that? I like to keep a personal pocket calendar and track all jobs, appointments and assigned time jotted down.

I'm still old-fashioned enough to feel the need to view a calendar on my wall at home. Sometimes the simplest of tasks can be the most easily forgotten and syncing the calendars to contain the same information is one of the ways I keep myself, and everyone in the family, on task and on schedule.

With our older children, I can dictate specific things for them to write in on the calendar. I also like to use an Internet calendar my husband and I can both access which reminds us of an important upcoming task, such as a client meeting or booking time, or to schedule time to discuss finances of the business with each other.

February 2015

IE ENTREPRENEUR | 11

SMALL BUSINESS RECORDKEEPING SMALL BUSINESS – PERSONAL SAFETY Small Business Matters Small Business Matters

The Biggest Hazard to Your Business Processing Your Own Payroll!

By Gary Capolini, President The Part-Time CFO, Inc. new laws coming into effect, 2013 was the year California’s budget crisis effectively put enforcement of the labor laws outside the budget of the State of California. As a result, a series of laws were passed that effectively moved enforcement to the civil courts to enforce the California labor laws. This new legislation laid the groundwork so that if someone suffered from an employer who didn’t comply with the labor laws, they could engage an attorney to sue that employer.

Uniquely, it was legislated damages that were deemed significant, no matter how minor the “...new laws going into effect for 2015. The infraction (i.e. an error on a pay stub). Worse, it was one I believe threatens me the most is the one also legislated that if it could be shown an employer did not comply with any labor law, the employer that mandates sick pay for all employees of all would have to pay the legal fees of the employee employers. Compliance with this law will cause who sued them. I initially continued in comfort with my “casual payroll” service because I couldn't enough trouble for most employers.” imagine something so straight forward causing legal Being an accountant, I’ve always looked at payroll as repercussions for my clients. Next came the new bundle something I could do in my sleep. For the smaller companies, of new laws going into effect for 2015. the payroll processors were charging unimaginable fees. One The one I believe threatens me the most is the one that client, a company with five employees was paying more than mandates sick pay for all employees of all employers. $25 a paycheck. In that instance, I objected because the Compliance with this law will cause enough trouble for most employer was part of a larger company with over 300 employers. For me (as a payroll processor), it also mandates employees – also with the same processor. In response, the certain accruals be added to the regular pay stub. Specifically, in payroll processor refigured the fees (and lost the account), addition to disclosing accrued vacation time, the accrued sick thinking they were “doing me a favor” reducing the rate to days must also be regularly disclosed. While the law is in effect, approximately $18 a paycheck. Aside from the significant the legal practice of complying with sick day accruals is still savings I offered, it also worked well to give me exposure to being figured out. Thus, I have a new solution: I’m getting out companies that in addition to needing an economical payroll of the “Payroll Business.” processor, also needed a Part-Time CFO. The most meaningful benefit of a payroll processor is Since then, the payroll industry has seen a lot of generally not economy. The most meaningful element is the competition with several new companies looking to service indemnification to the customer should the payroll processor the abused smaller companies. Remember, successful small make a mistake. Therefore, it is my recommendation you use a companies that hire employees turn into larger companies payroll processor to process your payroll. When signing the with large workforces. Thus, their payroll processing needs paperwork, make sure it offers indemnification. Then, make gave the new processors access to potential high growth sure you correctly report your payroll activity to the payroll companies and with their presence, abusive fees of the payroll processor. processor became a thing of the past.

Today, we have a new problem - The State Assembly. From Beyond that, COMPLY WITH ALL LABOR LAWS! ◙ what I’ve learned at the annual legal seminars that review the new

Approximately eight years ago, I was confronted with some clients that preferred to pay their employees “off the books” rather than deal with the complexities or expense of payroll. In order to “ease” them into compliance, I started to process their payroll, with the simple assurance all they needed to do was give me the hours worked, and I would provide the amounts of the paychecks. My approach was simple, $50 a month for five or fewer employees.

February 2015

IE ENTREPRENEUR | 13

Tell The World Who You Are Ad rates priced for Small Business Multi-platform Packages

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The Part-Time CFO, Inc. is a business management consulting practice specializing in providing accounting and administrative support to companies that aren’t large enough to have a full-time accountant.

The Principal Consultant, Gary Capolino, a degreed accountant, generally applies his 30 years of accounting, business, banking and a wide spectrum of additional skills to his clients’ advantage.

City News - Murrieta

www.cohive.ninja

CoHive is ‘The’ New Hub for IT Companies and Software Start-Ups in SoCal

David Bertolini, CoHive's founder, speaks with Ambassador Vinai Thummalapally, executive director of SelectUSA, and Fred Latuperissa, regional director, U.S. Department of Commerce. Photo Drew Ortiz-Castruita

MURRIETA – Novohit, a software company specializing in hotel and hospitality management, recently established their headquarters in Murrieta and has now created an IT and software start-up working space where like-minded “techy” folks can collaborate and thrive.

The CoHive is a 1,800 square foot space in the heart of Murrieta, catering to the needs of entrepreneurs focused on IT and software development. The CoHive project hopes to meet several objectives: help to grow software start-ups in the Murn February 2015

Murrieta Valley, help to end the daily work commute that many local residents face, and to help increase visibility of independent developers, designers, coders and their growing products.

“I'm impressed to see everything the City is doing to embrace techoriented businesses and the path taken by local entrepreneur groups, influencers and organizations. The concerted effort from these players reassures us and furthers our decision to locate our headquarters here and it's important to share it. Establishing i

in a relatively small city may appear outside of the ordinary, considering our regional offices are in major cities in Italy, Mexico or Chile.” says David Bertolini, Vice President of Operations for Novohit and the founder of the CoHive project.

It is estimated that 30,000 vehicles per day leave the Murrieta/Temecula area as their occupants head to hightech jobs in San Diego, Orange County, Los Angeles and Riverside.

Both the City of Murrieta and Novohit hope to solve this problem by fostering local start-ups.

“We are very interested in creating jobs in the Murrieta region,” said Bruce Coleman, Economic Development Director for Murrieta.

“One of the ways we are doing this is by encouraging the growth of startups in targeted industries. Novohit is on the right track with the CoHive and we want to help encourage them.”

As part of their role to create jobs, Murrieta opened a business incubator in 2012, the Murrieta Innovation Center, for technology start-ups focused on medical and military applications. Bertolini, along with the city, believes that there is a synergy between the Murrieta Innovation Center, CoHIVE and another private business within the city, Coworking Connection.

“It is very important to create an environment conducive to entrepreneurial success,” Coleman said. “We believe that environment is growing stronger in Murrieta with the City’s incubator and the two private, collaborative spaces within the city.” ◙ IE ENTREPRENEUR | 15

Small Business Matters

There Really Is An App For That!

How did we ever do business without them?

Is there ever a time when you need to make a note? Do you like to write? The Evernote® app is one of the most diverse and useful business apps available…and it's FREE! The app gives you numerous options for taking notes, collecting information, locating data or giving presentations. Information can also be handwritten.

Create checklists and PDFs. Save map locations for the Atlas view. And then organize it all in separate folders.

Evernote® downloads to your smartphone, laptop, desktop, tablet, etc., and syncs with your devices.

Evernote® is a free download, but you can purchase Evernote® Premium version with enhanced features for $5 a month. Evernote® Business can network with other connected coworkers for $10 a month per user. https://evernote.com/

Travel is a fact of life in business. Using a rental car and the gas gauge is nearing “E.” Where do you go for a fillup and not empty your pocket? Go to GasBuddy®!

This business app gives you current gas prices for local, national and Canadian gas stations. With the built-in GPS on your mobile phone, GasBuddy® will direct you to the closest gas station with its brand logo, give you the best price for your grade of gas and directions with a photo of the location. You can update the app if prices are different than stated. You can even enter a daily chance to win a $100 gas card if you report gas price changes. The GasBuddy® website lets you plan your trip, lists gas prices state-tostate, provides a national gas price map, gas price charts, trip cost calculator and several fuel savings tips. You can even get historical gas price data. http://www.gasbuddy.com/

Collecting business cards is a good practice. But how to store all of that useful information?

Who wants to input all that information into your database? How simple it is to scan the business card with your smartphone, digital camera or scanner? The ABBYY® business card reader 2.0 does that and only takes a few seconds. With the latest optical character recognition (OCR) technology as a part of your phone, the ABBYY® system allows you to collect your business contacts, accessing them from your phone, or export your contacts to other computing devices, for use with Microsoft Outlook or other electronic database. The app even has a multilingual conversion for 25 languages.

The full version is $29.99. But a 15-day free trial offer is available for up to 30 business cards. http://www.abbyy.com/product s/bcr/

Laura Gundy, BRE#01012678

Realtor Associate- Residential/Commercial Cell: 951.204.5202 / Fax: 951.682.5258 Laura.Gundy@ColdwellBanker.com www.cbarmstrongproperties.com 6809 Brockton Avenue, Riverside CA 92506 Realtor Since 1988 16 | IE ENTREPRENEUR

February 2015

Small Business Matters

Personal Safety Devices Don't Leave Home Without One

By Mike R. Jackson, CPP, CSM Working outside of a conventional office environment can be an enticing benefit for your career. Especially if you are an independent contractor or consultant.

But being on your, alone, in an office or in the field, at hours that are not 9 to 5, can invite risks for your personal safety.

Jobs where people work outside of the typical office or building setting, exposes them to a variety of unknowns, especially those working alone, and appear as enticing and vulnerable targets.

Even if you have had a long career meeting people on your own, and, if you are an entrepreneur, you mostly meet when convenient for them on weekends and after business hours.

And often, it can be a location the prospective client chooses.

Recently, an Arkansas realtor who went missing during a house showing and was later found in a shallow grave is not a story to scare you, but a reality of what came happen without provocation.

That same day, a pizza delivery driver was robbed and shot to death. And a student was abducted on the way to school.

These are just some of the headline events that we unfortunately hear

about or see on the news almost daily.

These are just a few examples where a personal monitoring device could have made the difference.

Most people know about the device elderly persons wear if they live alone or have health issues. Today, more people are realizing these devices are not just for homebound individuals, but important for everyone's safety, no matter the age or physical condition.

Personal safety devices are now available in a app or built-in on Smartphones. Several small businesses have developed safety devices that are fashionable and can be worn as jewelry.

These devices can be monitored and equipped with a simple, single push-button for activation. They can be worn as a necklace, bracelet or on a belt clip.

These devices have various service capabilities including GPS-satellite geo fencing, instant map coordinates, and two-way cellular communications, including immediate 911 alerts.

Geo fencing technology allows for remote monitoring within a predetermined geographic area; you step inside or outside the digital boundary and an alert is transmitted.

Monitoring stations are common for support services.

Emergency Response Systems owner, Paul G. Keast, says cost is dependent on the type of device, quantity ordered, service options and the monthly monitoring.

Based in Canyon Crest in Riverside, ERS has a $20-40 monthly device rental and $40-65 monthly monitoring fee. ◙ Here is a partial list of some typical professionals who work solo: ● Cable/alarm servicers ● Commuter or bus drivers ● Convenience stores ● Delivery persons ● Landscapers ● Paramedics ● Personal trainers ● Photographers ● Realtors ● Salespersons ● Security officers ● Students ● Tour guides ● Visiting nurses

BRE# Andrew P. Villalobos

Andrew P. Villalobos , BRE#01922817 Realtor AssociateResidential/Commercial Realtor AssociateResidential/Commercial Cell: 951.000.0000 Fax: 951.682.5258 Cell: (562) 371-4770 / Fax:( 951) 682-5258 Laura.Gundy@ColdwellBanker.com www.cbarmstrongproperties.com Andrewp.Villalobos@googlemail.com www.cbarmstrongproperties.com 6809 Brockton Avenue 6809 Brockton Avenue, Riverside CA 92506 Member National Association of Realtors, California

Riverside CA 92506 Association of Realtors, Inland Valleys Association of Realtors

February 2015

IE ENTREPRENEUR | 17

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Small Business Marketing

Marketing Basics Even CEOs Don't Know (But They'd Never Admit It)

By Joy Gendusa. Founder, CEO Postcard Mania

Sometimes the simplest data is the best.

Marketing is not complex if you know the basics that's true with anything by the way. Here are some tools that are brilliantly simple and with them you really won't have to sweat the small stuff.

Tip #1) The more that your potential customers see your name in front of them, the more likely they are to call your number (and not someone else's) when they need the services you offer.

Many marketing efforts go unrewarded, not because they were off target but simply because they weren't given enough of an opportunity to work. Showing your TV commercial one time, running an ad in the newspaper once, or doing one mailing of postcards is not enough to grab and keep the audience's attention Get your name out there, do it on a regular basis and people will remember you when they need someone in your line of business. Actually, this particular tip cannot be stressed enough - and failure to adhere to it is the #1 reason new businesses fail.

Tip # 2) Measure your Return On Investment (ROI) in terms of actual MONEY not response rate. An advertising vehicle is working when the MONEY that it brings in has more value than the MONEY and time that is spent on the marketing.

Don't fall into the trap of becoming discouraged by a small number of callers responding to a large number of pieces. If you spend several hundred dollars to be in the view of a few thousand possible leads, it may only take a few customers responding for you to make enough of a profit for this type of marketing to be valuable. The usefulness of any vehicle can only be determined after the amount of income generated by the promotion has been calculated. If you spend 1/5 of what you generate or generate 5 times what you spend, your campaign was successful.

Continued on next page

February 2015

IE ENTREPRENEUR | 19

Small Business Marketing

Continued from previous page Tip #3) It is much easier to "sell" a prospect once you get them to call or come in to your store. In 2Step Marketing, step 1 is to get them interested; step 2 is having them speak to a representative to get all the details - and get "closed" by that representative.

Your design must be eye-catching and informative, but don't try to close the sale by explaining all of the details in one piece of advertising. The details of a business transaction often take many more words to explain than the main concept of what is being sold.

All you want to do is prompt prospects or repeat customer to call to get the rest of the details once you have gotten their interest.

Marketing can be as simple as 1-2-3 when you know the basics. By no means have I given you all the basics here, Joy Gendusa is the owner/CEO of direct joy.gendusa@postcardmania.com

here, but by learning and implementing these 3 marketing fundamentals, you are already on your way to marketing success.

Valuable Marketing Lessons Not Taught Anywhere Else

but it always comes down to simple elements that can be easily fixed.

Did you know that according to a 2006 survey by the United States Postal Service, 39% of households find advertising mail interesting? And in that same report, only 9% of households find email advertising interesting compared to a measly 3% for telemarketing?

But more importantly a business owner needs to know how all these advertising mediums work together and which one is right for their specific business and which ones are not. Some of the smartest CEOs in the nation (I met many of them at the Inc 500 Conference) do NOT know the basics of how to market! Wow! If these CEOs - who run the nation's fastestgrowing privately-held companies- do NOT know marketing basics, what about all the small business owners that are struggling? â—™

Let's face it - marketing is expensive.

You need to be an educated consumer these days if you want to be in control of your spending and your income.

The problem is that most people don't know what they don't know - and the toughest thing about that is - how do you know exactly where to look when you don't even know what you're looking for?? And to make matters worse, many business owners spend thousands of dollars in marketing, trusting so called 'experts' only to fail and then become gun shy from marketing in the future. The reason for failure could be a multitude of things, mail marketing firm, Postcard Mania, based in Clearwater, FL. You can reach her at

Upcoming Special Issue In March 2015 INLAND EMPIRE

n a e MBUSINESS WOMEN IN o h W Did you know the first International Women's Day was in 1911?

We are keeping up the tradition. Be a part of history! Celebrate with us!

If you are an IE Woman in Business, or know or someone we should profile in this special issue, please email us at editor.ieemag@gmail.com To receive an e-Media Kit, email adsales.ieemag@gmail.com

20 | IE ENTREPRENEUR

February 2015

Real Estate&&the the Economy Real Estate Economy

Randall Lewis: Insight for Regional Real Estate Development in 2015

By Andrew Villalobos, Realtor

The fact that they, as well as other builders, are ramping up their projects for the next 5 years is a good sign for the Inland Empire since historically our economy has been based in construction.

This last Friday I went to the Rancho Cucamonga to listen to Randal Lewis speak. Mr. Lewis is the V.P of the Lewis Group of Companies which is a lead developer here in the Inland Empire. His talk was about what he saw for 2015 but was very different than what I was expecting. I’ve heard many people speak about projections for the future and it always comes back to the volume of home sales, foreclosed inventory, building permits, buildable lots, inventory, financing and the many other things that you must take into consideration when evaluating market trends.

However, Randal looked at this year in real estate from a different perspective. He didn’t talk about how many units they were building, price points or affordability; instead he spoke about life style design, sustainable communities and changes in demand for certain types of home product.

Although he didn’t say it, I believe Randal is preparing for the aging baby boom generation which has been the driving force in our economy for years now. Less square footage, single story living and amenities are the main factors for an older generation (excluding of course proximity to grand kids!) The Lewis Group intends to build more apartment/loft style housing and multigenerational housing kind of like the Lennar NextGen models.

February 2015

They’re also heavily investing in land which will keep them in the drivers seat for years to come. The fact they, as well as other builders, are ramping up their projects for the next 5 years is a good sign for the Inland Empire since historically our economy has been based in construction.

This should lead to more jobs which will lead to more household formation and therefore home buying. It should be exciting to see how builders change their products to fit today's needs.

Randall believes we will see more California friendly landscaping in future developments, more technology integrated into the homes (similar to Virgin Hotels) and more attention paid to walkability and local amenities. We are very much a vehicle dependent society here in southern California and especially in the Inland Empire. He did mention that they were working on alternative transportation which I think is great.

If we can begin to build housing with transportation ideas incorporated into the design we can live healthier lifestyles and put a dent in traffic and pollution! Developers such as Randal Lewis have such a profound impact on our societies as they define our living experience through their developments. It was comforting to see that someone in such a pivotal position, especially as the demographics of our communities shift, was concerned about sustainability and creating an exiting living experience. It was comforting to see that someone in such a pivotal position, especially as the demographics of our communities shift, was concerned about sustainability and creating an exiting living experience. I look forward to seeing his developments this year in Upland, Fontana, Rialto, Grand Terrace and Perris to name a few ◙ I E ENTREPRENEUR | 21

Real Estate&&the the Economy Real Estate Economy

The Best of Both Worlds

By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.

“. . .the more the economy heats up, the more likely that rates and oil prices will rebound . . .it is a good time to take advantage of this situation, whether you are thinking about purchasing or refinancing real estate or purchasing a car.”

The Economy For the past few months we have been alluding to a scenario in which our economy could be experiencing the best of both worlds. For years we have been wading through a very slow and tedious recovery from the deep recession. We knew at some point we would reach a tipping point which is called the "virtuous cycle." It now appears that we may be at the beginning of this virtuous cycle and the first measure of economic growth for the fourth quarter last year will be a good indicator of whether we are closer to this cycle, since it follows a very strong reading for the third quarter of last year.

The weak retail sales report for December gives us some concern about this economic release since this report covers the holiday season. Despite this, we are expecting the economy to eventually shine. What we were not expecting was the potential for lower interest rates and dramatically lower oil prices at the same time. Theoretically, when the economy gets stronger, rates and oil prices should rise. As we have mentioned, international factors have contributed to a changing of the paradigm from our Nation's perspective. And we must say, the American consumer deserves some better than expected times after several years of recession and a tediously slow recovery.

So, the next question is, how long would these good times last? We can't predict how strong the economy will get and for how long. But the more the economy heats up, the more likely that rates and oil prices will rebound. For now, it is a good time to take advantage of this situation, whether you are

thinking about purchasing or refinancing real estate or purchasing a car. If you do, we have a feeling that you will not be alone.

Saving for Home Ownership For many Americans, the jump into the new year marks an important step forward toward achieving a New Year’s resolution, and saving for a down payment to buy a home may be among them. But that goal can take some time, and lots of savings commitment.

Thirty-seven percent of recent home buyers say it took them six months or less to save for a down payment to buy a home; 15 percent saved for six to 12 months; and 10 percent say they saved for 12 to 18 months for a down payment, according to the 2014 Profile of Home Buyers and Sellers Survey, published by the National Association of Realtors®.

Saving for home ownership often requires some sacrifices too, recent buyers reported. Seventy-two percent of home buyers say they cut spending on luxury or non-essential items in order to save for a down payment, 56 percent reduced their spending on entertainment, and 45 percent trimmed their clothing budget in order to save more. But there is hope: Many buyers often find out they may not need as much down payment as they originally thought to purchase a home.

For first-time home buyers, the median down payment is 6 percent, and 13 percent for repeat buyers.

“There’s still misperception out there that a much higher down payment is needed, while that’s not the reality,” said Lawrence Yun, NAR’s chief economist.

What’s more, for Americans who are able to save for a down payment to purchase a home, they often find meeting this New Year’s resolution has a big payoff in the end.

“Seventy-nine percent of recent buyers believe their home is a good financial investment, and many believe it is a better financial investment then stocks,” Yun notes about NAR’s survey findings at a recent blog post at NAR’s Economists’ Outlook blog. Source: NAR Continued next page

22 | IE ENTREPRENEUR

February 2015

Make Your Dream Home Your Reality My team has worked with local home buyers in the Inland Empire for over 27 years. As a local business, we make it a priority to understand the mortgage needs of our communities and provide Craig Thomson Mortgage Banker NMLS#237679 Cell: (951) 236-1590 CraigT@amerifirst.us

4210 Riverwalk Parkway Suite 120 Riverside CA 92505 Office: (951) 335-8133 Fax: (951) 900-7004 www.amerifirst.us

AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-276-1974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply.

License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.

custom solutions!

Call today to learn about our $10,000 loan approval commitment. We put up $10,000 to assure both the buyer and seller that the loan will close!

Live the Dream.

Real Estate&&the the Economy Real Estate Economy

Single-Family Housing Production Single-family housing production is poised to surge in 2015, as the economy picks up and a rise in household formations mixed with low rates unleash pent-up demand in the sector, according to economists speaking during the National Association of Home Builders’ 2014 Fall Construction Forecast Webinar. Single-family builders are feeling good. They are not overly confident, but confident enough to keep moving forward," says NAHB Chief Economist David Crowe. The single-family sector is expected to finish out the year stronger than the beginning of 2014, which will set the stage for a much more active 2015. "This is mostly due to significant pent-up demand and steady job and economic growth that will allow tradeup buyers who have delayed home purchases due to job insecurity to enter the marketplace," Crowe says. NAHB is forecasting 991,000 total housing starts in 2014, up 6.6 percent from 930,000 units in 2013. Single-family starts are expected to rise 2.5 percent this year and increase an additional 26 percent next year to 802,000. Single-family production is expected to reach the 1.1 million mark in 2016. The multifamily market is also expected to stay strong with a continued growth in renters. The multifamily sector is expected to rise 15 percent in 2014 to 356,000 units, and hold mostly steady into next year. Source: NAHB

WEEKLY INTEREST RATE OVERVIEW THE MARKETS: Fixed rates on home loans trended upward, but remained close to their lowest levels of the year in the past week. Freddie Mac announced for the week ending December 24, 30-year fixed rates rose to 3.83% from 3.80% the week before. The average for 15-year loans increased one tick to 3.10%. Adjustables were also higher, with the average for one-year adjustables increasing to 2.39% and five-year adjustables rising to 3.01%. A year ago, 30-year fixed rates were at 4.48%, which continues to be over 0.5% higher than today's levels. Attributed to Frank Nothaft, vice president and chief economist, Freddie Mac -- "Rates on home loans were up slightly following a week of mixed economic releases. Existing home sales were down 6.1 percent in November to annual rate of 4.93 million units, below economists' expectations. New home sales fell 1.6 percent last month to an annual rate of 438,000, also below expectations. Meanwhile, the third quarter real GDP was revised sharply higher to 5.0 percent according to the final estimate released by the Bureau of Economic Analysis."

Rates indicated do not include fees and points and are provided for evidence of trends only. They should not be used for comparison purposes.

Current Indices For Adjustable Rate Mortgages Updated January 23, 2015 Daily Value

Monthly Value

Dec Jan 22 23

December Nov2014

6-mon Treasury Security

0.14% 0.08%

0.07% 0.11%

1-yr Treasury Security

0.26% 0.17%

0.13% 0.21%

3-yr Treasury Security

1.17% 0.90%

0.96% 1.06%

5-yr Treasury Security

1.76% 1.39%

1.62% 1.64%

10-yr Treasury Security

2.26% 1.90%

2.33% 2.21%

Median Housing Lots Down-Sized While single-family homes have been getting larger, the lots these homes sit on have been getting smaller, according to the U.S. Census Bureau’s Characteristics of New Single-Family Houses Sold. Indeed, the median lot size of a new single-family detached home sold from 1992 through 1995 was 10,000 square feet. By 2013, that median lot size was down to 8,720 square feet, one of the smallest numbers (along with 2012’s median lot size of 8,687) recorded by the Census. The median lot size for 2013 is about one-fifth of an acre. Townhomes tend to have smaller lots, with the median lot size for single-family attached homes at 2,984 square feet. Meanwhile, the median lot size for custom single-family detached homes is bigger, at about 39,204 square feet in 2013. The National Association of Home Builders, on its Eye on Housing blog, decided to put that lot size into a football perspective. How many single-family detached homes built for sale with a median lot size could builders squeeze on a standard American football field between the goal lines?

About 5.5 single-family detached homes, the NAHB estimates. Source: National Association of Home Builders Eye on Housing Blog There are many low down payment options available.

Contact my office for more information on the programs you or someone you know might qualify.

CraigT@amerifirst.us or call me at (951) 236-1590.

24 | IE ENTREPRENEUR

12-month LIBOR

0.602% 0.562% (Nov) (Dec)

12-mon MTA

0.121% 0.114% (Nov) (Dec)

11th District Cost of Funds

0.686% 0.671% (Nov) (Oct)

Prime Rate

3.25%

AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-276-1974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply. License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.

Craig Thomson (NMLS#237679) Cell: (951) 236-1590 347-0701 / CraigT@amerifirst.us www.amerifirst.us February

2015

Feature Cover Story

Love and marriage. Imagine waking up everyday knowing you are playing a leading role in the story of two individuals joining their lives in wedded bliss. You have been chosen to share the love, the laughter, and the joy of their Big Day. Then multiply that by 400, and you will understand why husband and wife, Alan and Heidi Merrigan, are so passionate about what they do as owners of Simply Perfect Images located in the City of Redlands.

A Passion for Photography Alan's passion for photography goes way back. He was year book photographer for his high school. He is

an award-winning photographer, recipient of Gold ADDYs for his graphic design and photography and a member of the Professional Photographers of America (PPA). He always has a camera with him. In addition to animal portraiture and wedding photography, Alan shoots stock photography, nature, food, real estate, and landscapes.

Just over 11 years ago, Alan opened a high-end pet photography business, Moonlight Magic Photography. Later that year, the family moved to Crestline in the San Bernardino Mountains.

Shortly thereafter a new company, Alan Merrigan Photography, was established as a part-time, weekend business, for portraiture and weddings.

Feature Cover Story

Feature Cover Story

Feature Cover Story At the time, Alan worked full-time as a graphic designer and photographer for the San Manuel Band of Serrano Indians in Highland.

“With the down slide of the print industry and slow up of the region's economy, and uncertainty over our financial stability, we decided to just go for it and be a fulltime business,” Heidi said.

So in 2010, the couple opened Simply Perfect Images, a boutique studio-style wedding photography company.

They worked with business coaches, the late Ruben Estrada, and Yolanda Mason of Estrada Strategies, Ontario CA.

“The team we have now has been with us for a long time,” Heidi said. “They were hired one by one as we became familiar with their work and their style.”

“There were photographers that are no longer with us because they either didn't want to work on improving their art or they didn't have the desire to treat our customers the way we felt they should be treated.”

A Standard of Quality Personalized Service “We are probably one of the only studio that allows the



“We are probably the only studio that allows the couple to choose their artist – and by couple we mean bride, because this is her day.”



“We had always hoped to take our company full-time,” Heidi said. “But we believe everything happens for a reason and this was the push we needed! We made our little company succeed in one of the worst economic times in the region.”

“Even though we chose to open Simply Perfect Images during the recession, we pushed and worked hard, and we were successful,” said Heidi. “Our first year, we had four weddings. In 2014, we did 100 events. Our average growth, year over year for the past three years is 34 percent.”

Business Success and Development

Word of the company's commitment to “create gorgeous art and provide exceptional customer service” got out. The demand for Simply Perfect's products and services rose and began taking Alan and Heidi out of the Inland Empire and into the outlying counties, including Los Angeles, Orange, Santa Barbara and points beyond.

The company also does destination weddings.

“Couples from outside California doing destination weddings here,” Heidi said. Destination weddings can also be in another city, state or country. The couple pays for the photographer's travel, lodging and incidentals.

When the calls became more frequent, the couple decided it was time to bring on a team. Heidi said they interviewed 100 photographers.

“Our quality of service is very high,” said Heidi.“We are professional and compassionate with our brides and grooms and their families. We spend hours with our brides beforehand and full days with families on the actual day. In addition to their artistry, our photographers must also be professional and compassionate. I would say personalities and professionalism are the most important traits.”

the couple to choose their artist – and by couple we mean bride, because this is her day,” Heidi laughs. “Our photographers are amazingly talented visual artists, I can't stress that enough.”

“Each photographer has his own style. A bride may like one photographer's traditional style, while another pays attentions to the small details. Our art is traditional, artistic, contemporary and documentary, with a lot of candid and emotional shots.

“After the wedding and festivities are over, all the brides have are the photographs and videos and that is their emotional connection. We strive to make the time with us an experience that carries on after the wedding.”

Although Alan is behind the camera and Heidi is behind the desk, she is involved in every aspect of the business and accompanies Alan to L.A. every week. She also has an extensive and highly successful background in sales, advertising and marketing. She is also an accomplished and award-winning actor.

As CEO of the business, Heidi handles the administrative tasks and duties, as well the public relations, marketing and social media. With a database of resources and contacts, Heidi assists their customers with venue selection, décor, catering, flowers, etiquette, and anything else the bride may need.

“We have the best job in the world – being with happy people in love on the most wonderful day of their lives and we get to make art from all of this!,” Heidi said.

Compassion For Their Brides In addition to the financial aspects behind the impetus to set up the company, the mutual passion and desire to help others was a major factor in opening the business.

Feature Cover Story “We just did the Bride World Expo show in L.A.,” Heidi said. “It's the largest bridal expo in Southern California and all the vendors are there. We set up our booth with red panels, very simple. We hang our pictures. We have our portfolio.”

“Probably 1,600 brides go through the show. Some have their planning notes and books in hand and we just direct them to the vendors they are looking for. It's the 1,400 brides that walk in, like deer in the headlights, those are the ones we work with.”

throughout the first quarter. An average show can cost from $900 to $2,500,” said Heidi. “We also update our website, marketing materials, programs and packages twice a year, which can be costly. We try to prepare for this season with savings. We also switch to doing family portraits and seasonal parties. Many brides and grooms will put down deposits for their wedding six months to a year in advance, so many will book us early to get that year's lower pricing. We just got a reservation for a wedding in 2016,” Heidi said.



“We understand it's a personal preference... they spend the entire day together , so the photographer and bride really need to click.”



“They are dazed and confused. They have no idea what to do. It isn't a matter of what to do next, but what to do first,” Heidi said.

A Family Run Business

“We sometimes meet brides at the venue but usually at a restaurant,” said Heidi. Alan and Heidi have two sons.

Their younger son, William, 12, accompanies his parents on these meetings.

“William is so courteous and polite. He'll ask if they want something and will head off and get it for them. We really are a family run business!” Heidi said, laughing.

“This is usually the time the bride-to-be will look at our portfolio and select their photographer,” said Heidi.

“Alan doesn't take it personally if a bride requests another photographer.”

“We understand it's a personal preference. Brides must get along with their photographer, they spend the entire day together, so the photographer and bride really need to click,” Heidi said.

The Challenge of Business Cycles Business runs in cycles. The wedding industry is no different.

“Yes, we do have a slow period!,” Heidi said. It is generally from mid-November through mid-March. We experience this every year.”

“It is doubly challenging because bridal show season starts the first weekend of January with several shows throu

A typical package includes high resolution digital images accessible for review online. “Printing has become so inexpensive many couples simply download and print their own photos,” Heidi said.

Depending on which package you choose, in addition to your high resolution images, a complimentary engagement session, canvas prints, coffee table album and parents albums are available.

Simply Perfect Images wedding albums usually include the pre-wedding candid shots of the bride and groom getting ready and the set up. Then there are the images that are captured during the ceremony, post-ceremony for the formal family and bridal party, and the bride and groom together. The photographer usually stays through the cake cutting and bouquet and garter tossing.

Future Plans Alan and Heidi do not plan to add anymore locations to their company and prefer to stay a small, home-based business for the time being.

Simply Perfect Images won the “Couples Choice Award for 2015” on weddingwire.com, the “YELP” of the wedding industry.

Later this year, Alan and Heidi will celebrate 15 years of marriage by renewing their vows. The photographer who shot our cover photo, will also shoot this celebration.

We can expect it will be simply perfect! ◙

Feature Cover Story

By M Malia Vincent-Finney Kama Burton is a woman who speaks her mind. And when she does, she has a lot to say. As the host of Kama Speaks, an online talk show, Kama addresses issues that range from real estate to HIV/AIDS and domestic violence.

The role of talk show host suits her well. She says she has always been outgoing and fun-loving. She loves public speaking. She is active in the Moreno Valley community in which she lives, and in her church.

Her mission in life is to change the mindset of others – in a good way.

So speaking her mind to help people pursue their goals and realize their dreams is what gives her joy in what she does. On her show, Kama encourages and motivates her listeners to pursue their passion and purpose in life despite the obstacles they may encounter.

Kama's passion is training others in business, no matter what that business may be. She believes everyone has a God-given purpose. Once they find it and work it, they will be successful.

Kama says her bachelors degree in business management did not influence her to start a company, but did help her learn how to run one. Later this month, Kama Speaks will be presenting its first large community event, The Entrepreneur Empowerment Conference, in Moreno Valley.

In addition to being a talk show host, Kama is a realtor with Ron Allen and Associates dba Your Realtor Group. As a realtor, her role is to help sellers and buyers achieve their real estate dreams. She is also president of the Inland Valley's Closer Toastmasters Club in Riverside.

Continued on the next page

Feature Cover Story Business Start-Up Challenges and Successes

Screen capture of Kama's talk show, Kama Speaks.

Growing up in L.A., Moving to MoVal Kama was born and reared in Los Angeles County, growing up in Inglewood and Hawthorne where she was highly involved with her church. She moved to Moreno Valley after going through a divorce.

“Moreno Valley wasn't my original choice,” Kama said.

“Going through a divorce, the only place I knew others close to Riverside, was Moreno Valley. My church family was there and didn't want to move my children back to LA. I wanted them to grow up in a different area, a bit more diverse. I love where I am.”

Entrepreneurship Runs Deep Kama was inspired to become an entrepreneur at the tender age of 13, when she began to get her nails done at the corner from her house in Hawthorne. Although she wanted to be a stay-at-home-Mom, her fascination for the art of the manicure had her dreaming of owning her own salon, setting her own hours, traveling with celebrities and being the most sought after manicurist in the the country.

She did obtain her manicurist license.

Her early goals showed the apple did not fall far from the tree – her father is an entrepreneur. “Although he had a "9 to 5," he always worked on cars on the side,” said Kama. “He would always have extra money. My granny, my dad's mom, she had a candy store, she baked and sewed for others, I guess you would say, it's in my blood.”

“Working for others for me is very rough,” said Kama.

“The issues that occur because someone makes you feel inferior because of their higher position, the money has a ceiling on it, meaning you can only make a certain amount and the control they have on your time. I do not like to clock in an out, be told when I go to work and what time to come home or when I can take a sick day or vacation.”

“I love my freedom. Yes, there are so many unexpected surprises. Deals not closing on time or not closing at all, . guests not showing up or following up.

Being a director of a play, attendance not being where the numbers should be.

However, I've learned how to navigate through the surprises and understand that it's part of the territory.”

As she got older, Kama's business ideas evolved. She survived an abusive and controlling marriage. She uses her life experience as an example to motivate others who are in similar circumstances.

As a single mom of three children, her major business challenges are finances and support from other people.

Finances became the primary obstacle in starting her own company. With so much to do and so little money available, Kama advertises on social media as much as she can. She says she loves social media. Unlike newspaper advertising that used to be the only way to go, and had its limitations, she is amazed at the worldwide exposure afforded by social media and says she may be a social media junkie. Facebook, Instagram and YouTube are “her friends in business,” for the new clients prospects and followers these avenues generate.

Kama cites her second challenge as support from people around, which she says “is like pulling teeth.” She said, “People tend to want to support you once you've been what they may call "successful," however, as you struggle, all they want to do is tell you to give up.”

Pursuing Her Passion as Talk Show Host Kama is such a natural when you speak with her, and when you watch her Internet broadcast, it is surprising she had not considered broadcast media as a career.

“I never thought in a million years I would be in broadcast,” Kama said. “I did think about being a talk show host, however, I thought it was way over my head until I found out how I can create my own show online.

My audience is entrepreneurs, all ages and all types.”

Kama broadcasts every Wednesday on YouTube LIVE via Google Plus Hangout.

Kama searches for her guests on social media. She seeks individuals who are serious about their business and want exposure for their company. Finding your guests in this fashion, leads to some interesting interviews. “My most interesting guest would be a lady by the name of Pam Douglas,” Kama recalls. “Something about her energy and bluntness that stood out to me.

Feature Cover Story “She is one of my most viewed guests as well. She's a fearless real estate investor with one of the best personalities and thinks outside the box.”

“I do remember someone asking to interview a "Porn Star." I thought, how do I wing this one? I spoke to the person before the show to let her know this is a family show, however, there might be something else she can bring to the show. Come to find out, she did porn in the past and she was completely against it. It turned out to be a great interview!”

Kama the Realtor Kama celebrated her 10-year anniversary as a realtor on January 8, 2015. She still loves the business and the aspect of meeting and getting to know people. She loves being a realtor, plain and simple.

“My biggest joy comes from helping a client close the deal,” Kama said. “Being able to educate them through the process and seeing a smile on their face at closing. I've helped others save their homes through loan modifications and others through short sales. I came in when the market slowed down. That was all I knew. Due to the fact my business was all referrals, I didn't know what a slow market was.”

Director and Advocate Against Domestic Violence Two more facets of Kama Burton are those of theatrical director and advocate against domestic violence.

Kama on location. All photos for this article courtesy Kama Burton.

As an advocate against domestic violence, Kama is always seeking opportunities to share her information and help others through “this horrific time in their life, dealing with domestic violence.” Kama plans to establish her nonprofit by the end of this summer.

“One of the plays I direct is called, "Dear Diary, He Beats Me Cause He Loves Me," written by playwright, Antwan Demarco, of Demarco plays. The play focuses on this very issue.”

Finding and Maintaining a Balance Kama says she focuses on both her talk show and her real estate businesses equally and has an end goal for both. But with two businesses, her advocacy, her directing, and being a Mom, there has to be a balance.

“Finding the balance was actually hard for me,” Said Kama.

“Coming out of a divorce, now completely on my own, it was a struggle. But over time I have made sure to find the time and make the time for my children because they are my priorities. We communicate daily about life, school and business. We go to church together and spend time together as a family should. I try to include them in as much as possible because they need to know the importance of family and nothing should get in the way of it. When I'm done for the day, I'm done. I wanted to be at home with them and I realized that it's okay to be home, but if my time isn't on them and I'm too business working, there is no use. My three are my everything, my WHY. I do this all for them.” ◙

Feature Cover Story

Sweet B.O.B's Bar-B-Que

®

The Big Ole Baby is bouncing back thanks to exporting!

By M Malia Vincent-Finney

Bruce Harrison III, founder/CEO of Sweet B.O.B.'s with his company's new barbecue sauce line. Photos courtesy Sweet B.O.B's®

“. . . the company once on the edge of total ruin, is poised on the precipice of becoming an international specialty sauce giant.”

It's all in the timing. When to open your business. When to hire employees. When to expand.

Timing may never be more important then when you are faced with drastic circumstances that threaten the closure of your company, financial ruin, the loss of all your sweat equity and years of effort. Perhaps most devastating the end to your livelihood and dreams.

It is at these time you give up or dig

deep into that entrepreneurial spirit, your passion and endure, to overcome the adversity and succeed Sweet B.O.B.'s Bar-B-Cue, a Kansas City style barbecue restaurant, was hit hard by California's economic recession, then by loss from fire.

Today, like the mythical phoenix rising from the ashes, the company that was once on the edge of total ruin, is poised on the precipice of becoming an international specialty sauce giant. Continued next page was

Feature Cover Story Continued from previous page The company's recovery is attributed to the enduring entrepreneurial spirit, vision and sheer tenacity of business founder and CEO, Bruce Harrison III. The synchronicity of events in the ensuing months would turn the near destruction of Sweet B.O.B's Bar-BQue® business into an opportunity to regroup, reorganize and rebound stronger than ever. Bruce would go back to the basics of what made his barbecue so popular – the depth of flavor of his sauces.

In the Beginning

Valley, set up a corporation and began the process of adapting the business for the IE market. At that time, bottling the sauce and franchising the restaurant was mentioned. However, the focus was on getting the dine-in restaurants and catering operations set up as soon as possible.

After months of location scouting, two new stores were opened – a flagship restaurant in Moreno Valley on Sunnymead in the Big Lots Plaza, and a second eatery in another shopping center in Corona.

starting to dwindle. The unending costs took their toll. The Corona store closed and efforts were concentrated on the Moreno Valley location.

As the flagship store continued to struggle, Bruce kept faith and continued to put heart and soul into the business.

Then an early morning fire destroyed the flagship. At that point, nearly broke, Bruce had to make an executive decision that would be the turning point for Sweet B.O.B.'s® future business and survival.

Third Time a Charm?

After winning Best of Denver Despite the closures of the The story begins over a first two stores, Bruce decade ago. Bruce established for the quality and taste of his remained undaunted. He Sweet B.O.B's Bar-B-Que® opened a third store, also in food, Bruce moved to Kansas City, in Denver, Colorado, in 2000.

Moreno Valley, in the former His concept for the business Kansas, where the success of Sweet Albertson's plaza. model was simple - a fast and From the first day the B.O.B's Bar-B-Que® products friendly service solution to restaurant opened, customers great, tasty, high-quality would again win accolades …he set raved about the food and barbecue. friendly customer service. his sights for Southern California He opened his first eatery Word spread Sweet B.O.B's and developed a trademark and the Inland Empire.

Bar-B-Que® was back and décor of red walls and business resumed. K copper-topped surfaces and accents. His menu consisted Community Minded The capital expenditures for of traditional Kansas City style Now a more centralized location, Kanitwood-smoked e fruit barbecue - with all equipment and to remodel each Bruce's community presence and location were huge for the fledgling the trimmings and sides prepared with involvement increased.

Twice company.

Add to that high food costs Bruce's proprietary sauces quality and recognized as Solider of the Year by and monthly utilities.

Employees had taste of his food, Bruce moved to top brass while in the United States to be hired and trained, which always Kansas City, Kansas, where the success of Sweet B.O.B's Bar-B-Que® brings additional costs for insurance, Army, Bruce's veteran-owned small products would again win accolades workers compensation, employment business was giving back. Inth November 2014, Bruce hosted his 8 taxes and other expenses. for the company.

Double this with having two stores Annual Thanksgiving Day Dinner for Bruce expanded his market and to say the outflow was exorbitant returning soldiers, their families and research and development and went would not be an exaggeration. other veterans. on to establish pop-ups in St. Louis, Unbeknownst to Bruce, the region's Missouri and Atlanta, Georgia.

A Third Closure economic downturn had begun.

Eventually, he set his sights for Between 2008 through 2012, there Soon after moving to the new site, Southern California. was evidence of businesses closing anchor tenant, Albertson's market, their doors for good on a daily basis. closed its doors. Swamped in the wake California Dreamin' Sweet B.O.B's® was not immune. of the closure, Sweet B.O.B's® With people tightening their belts business faltered again. Months Before his move in 2006, Bruce made contacts in California and Utah and spending less disposable income passed. By the time a new anchor, and talks began. They met in Moreno for dining out, the food receipts were Stater Bros. market, moved in, the coma V damage had been done. Continued on page 36

Feature Cover Story Continued from previous page It's All in the Timing

“They all came back with everyone “We currently wholesale our having the 'Wow!' factor saying it looks products in Mexico for about the In January, 2015, Sweet B.O.B's® great, I bet it tastes great,” said Bruce. same amount of on shelf products,” lease was up for renewal. The timing “At that point I knew I had it!” said Bruce. “Our current market share worked in Bruce's favor in this case – is nominal in comparison to the Synchronicity he chose not to renew. growth potential that is available to “I had focused so hard on One day Bruce happened to meet our 100% imported product.” developing a superior meat product Catilina Elialazde who tasted the and entering the California markets sauces and said the product would do Hand-Crafted, No Preservatives, that I was truly devastated by the fire well in Mexico. That was all he needed No Alcohol, Heat With Flavor in our Moreno Valley store,” said to hear. “One bottle turned into three “We are working diligently to Bruce. “The downtime gave me a cases,” Bruce said. “That turned into spread a little piece of California chance to consider the ancillary 30 cases which turned into a demand around the world,” Bruce said. brands the operation has to offer.” that warranted opening up a company “At full capacity we will be able to in Mexico for distribution, Sweet process approximately 1,500 to 2,000 Innovation Turns the Tables B.O.B's Bar-B-Que® Mexico. units per day,” Bruce said. “The goal is About a year ago, Bruce had to further sales abroad and create jobs begun working on a new idea for the Knowledge is Key in the good old U. S. of A.!” company. For over 16 years, he Entering into the foreign markets “We are only the second sauce to developed and refined his proprietary barbecues sauces. Now his thoughts for a food product does require launch from California and the first to were on these staples and how to knowledge of the export preparation concentrate solely on exporting our innovate the products to turn a profit. and process. Bruce spoke with Robert products abroad.”

Corona, director of the Center for While research shows the “heat” “People always loved my sauces,” International Trade Development market focuses on spiciness, consumer Bruce said. “My customers would (CITD) who suggested Bruce attend perception of “Great Heat, NO question me and ask, “'Why aren’t you an export course at Chaffey College.

TASTE,” or “It’s so hot you can’t taste selling your sauce?'”

“What I learned in real time made anything,” manufacturers have a “I remember one day Grover (a all the difference in the world,” Bruce difficult time converting their revenue mentor) and I were talking,” Bruce said. Everything began to move streams from “Sweet to Heat.” said. “He told me very clearly the food quickly after the U. S. Department of “Cali's Finest is a gourmet hot is excellent. You can absolutely build a Commerce was brought on board. sauce with a flavorful heat that is just chain in California.”

“I started to send samples abroad,” hot enough,” Bruce said. “Cali's Finest “I was so excited to hear that from said Bruce. “Best decision ever for the Xtra hot reserve is hot!,” Bruce said. such a legend in the Restaurant brand things really started from there.

“Finally, Sriracha has competition!” industry. As he walked out he turned “The overall plan is to grow the “The specialty sauce market is around and said, 'But your sauce is export business and eventually enter greater outside the U. S. The Mexican something special. That’s where you're the domestic markets full speed like and Asian markets are virtually unreally gonna make it.'” markets abroad.” tapped for products such as ours.” ◙ The Real Work Begins Bruce said after several failed . attempts to market the first sauce he knew he had to do more than think outside the box, he had to look at box and see what he could make out of it.

After every effort to develop his vision, Bruce finally had something tangible to work with. He reached out to his network of friends and colleagues in California, New York, Germany and New Zealand.

Sweet B.O.B's gourmet barbecue and hot sauces. Photos courtesy Sweet B.O.B's Bar-B-Que® SWEETBOBS.com

Company Profile

Mike and Betsy, owners of Pizza Factory

Photos for this article by Mike R. Jackson

The Pizza Factory Running this franchise is a fast food family affair

By Mike R. Jackson, CPP, CSM

MORENO VALLEY- Owning a food franchise is part of the American entrepreneurial spirit.

It takes determination and passion to reach franchise success.

Finding someone who shares the commitment to work alongside you, makes that dream a reality.

Mike Rodriguez and Betsy Clemenson attended Murrieta Valley High School but didn't meet until Mike was hired at the Pizza Factory in Murrieta in 1999. They were both 18.

February 2015

Betsy was a counter girl. Two years later, Mike was hired as a delivery driver. Little did they know the job would influence the rest of their lives.

Kindred Spirits Betsy worked at the Murrieta and Temecula stores or seven and a half years. Mike worked at the Temecula store for five years. Except for a short time away from the company, their personal relationship grew.

In October, 2013, the couple discussed purchasing their own Pizza Factory franchise. They celebrated their purchase o St. Patrick's Day, March 17, 2014.

The new owners underwent training at Saladino's, an Italian sausage factory and food supplier, in Fresno.

The distributor provides space for Pizza Factory staff to conduct food preparation training.

The couple went on to manage a Piz IE ENTREPRENEUR | 37

Company Profile

Continued from previous page a Pizza Factory restaurant in Hesperia.

In the ensuing months, Mike and Betsy explored Riverside County to find a location for their restaurant.

After searching for a suitable location, the couple chose the Lakeside Plaza in Moreno Valley,, at the corner of Iris and Lasselle.

The location required extensive renovations to satisfy the County's food establishment requirements. All the remodeling behind them, Pizza Factory opened its doors in June.

The couple received a Certificate of Recognition from the City of Moreno Valley and the office of State Representative Richard D. Roth at its August Grand Opening.

The Pizza Factory is 30,000 square feet and has six flat-screen televisions.

The best-selling pizza is the Big “M” Pizza, which contains pepperoni, ham, mushroom, green, peppers, onions, and bacon. The allmeat pizza and barbecue wings are also popular menu items.

The Pizza Factory employs students

from Vista Del Lago High School, Rancho Verde High School, and Riverside Community College – Moreno Valley Campus.

Family Success Building a successful restaurant business is a challenge, especially in the first two or three years, even with a well-supported franchise. Having prior experience in the franchise you select goes a long way towards achieving success when you purchase your own business.

Mike and Betsy say their personal life and business are thriving. Both share a strong commitment to each other to their kids, son, Devin, 10, who plays in the school band, and daughter, Sloane, 6, who dances ballet and hip-hip.

The couple occasionally take their children to work and show them how to make pizzas. If one of them cannot be home, a grandparent is not fat away to step in.

Business Challenges Mike and Betsy are enjoying their role

role as small business owners and entrepreneurs. They say they have great support from the franchise owner and they have plans for increasing amenities at the restaurant to accommodate their customers.

Betsy said although she and Mike have worked with the franchise for years, they are still learning a lot as owners of their own store.

She said they have an awesome staff and she enjoys training and working with them. She also enjoys the customer services aspect of the business and the interaction.

The only thing she said which surprised her, and isn't so much fun, is the amount of paperwork that is required that she is now responsible for, such as filing quarterly tax statements. Fortunately, she has assistance with all of this.

Commitment to Their Community The community minded owners sponsor six Little League teams, special events, and fundraisers for the school district. The success of their restaurant venture has inspired the couple to buy a second franchise. ◙

Mike and Betsy have a passion for their business and preparing food in their Pizza Factory kitchen.

38 | IE ENTREPRENEUR

February 2015

Company Profile

Little Doughnut Shop Takes Big Bite of Market Proprietor didn’t know the first thing about baking doughnuts, but is devoted to making his customers go ‘Wow!’

By Tom Sheridan, Staff Writer, The Press-Enterprise, Special Contributor to the IEE

Ricky Marin helps some of his customers during the morning rush at the 24-hour doughnut shop, Wolfee Donuts in Lake Elsinore.

Photo by Frank Bellini, Staff Photographer, The Press-Enterprise

LAKE ELSINORE - “Gooeyness” is not a word.

But people know precisely what Jeff Rippey of Canyon Lake means when he uses it to describe the treats at Wolfee Donuts.

“The quality of the doughnuts is amazing,” said Rippey, 54, a foodie who posts reviews of everything from oyster bars to meat markets on Yelp.

For Rippey and others, the popular Canyon Hills area business is just the typical little neighborhood doughnut store. What they don’t see is the massive 24-hour operation in back, one February 2015

producing 7,000 treats a day and delivering to 128 outlets around Southern California.

Joe Marin, the 42-year-old owner who opened Wolfee Donuts in 2009, admits he started it all without knowing the first thing about doughnuts.

“I was a courier for FedEx and Pacific Bell, a driver all my life,” said Marin.

Marin had a nice little chunk of change in his retirement account and decided to give the doughnut business a go after noting the mall with

with the Stater Bros. going up down the street. It came down to a flip of a coin.

“If it lands on heads, I give it a shot,” Marin said.

And if it came up tails?

“I needed to look for another job,” said Marin, laughing.

The name came to Marin from the coyotes whose nocturnal howls echo in the nearby hills.

Five years ago, Marin couldn’t begin to explain why yeast rises or how to properly mix the flour, sugar an Continued on next page IE ENTREPRENEUR | 39

Company Profile

Say

Happy Valentine's Day With MoolaRose®

Continued from previous page salt, eggs and water. So his first hire was a baker, Josue Hernandez, who is still there today.

But life as a courier taught Marin a few things that did translate into his new career.

The majority of Wolfee Donuts’ output these days is devoted to the delivery business. Marin said he has contracts to provide doughnuts for Circle K, Pechanga Resort & Casino and a slew of gas station convenience stores across the region.

There are delivery routes serving an area that spans west to Oxnard, north to Barstow and south to San Diego. Every night after 8, the back part of the store is converted into a distribution center that is busy into the wee hours of the morning.

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Wolfee Donuts is a hive of activity day or night – front and back.

As shipments leave via delivery trucks, the walk-in storefront – also open 24 hours – bustles with business. The shop only closes for Thanksgiving, Christmas and New Year’s.

Early in the morning, members of work crews come in to stock up on coffee and carbohydrates. By the middle of the day, it’s moms dropping by with preschoolers in tow kids absolutely love it,” said Zarcone.

“Especially anything with sprinkles.”

One recent night in the middle of the holiday season, Marin’s shop received a steady stream of customers after 8 PM, including a smattering of couples, a group of burly young men and at least one local

law enforcement officer who dropped by and chatted with Marin.

Sitting in the display case were rows of apple fritters, walnut bars, fruit burritos and at least one bear claw the size of a catcher’s mitt.

Big doughnuts are one of the specialties at Wolfee.

“The hot items?” Marin said.

“Basically all the doughnuts are the hot items because of the flavor, right? And no matter what doughnut you pick, you’re going to have that ‘Wow.’” Family's New Go-To Sweetspot Five years later, Marin now has a pretty good idea of how doughnuts are made. And he said the baking process at his shop has been tuned to produce one that is light, gooey and not too sweet.

Rippey, for one, can’t get enough.

Standing at the counter, he recounted some of what he called “doughnut memories.”

He recalled growing up in Lodi and washing down heavy doughnuts with cups of hot chocolate on frosty mornings.

When his children were younger, Rippey said, they used to detour through Escondido on their way home from surfing sessions because they loved the doughnuts served at a shop there.

The place was such a touchstone that when his kids, now in their 20s and living out of state, come back to visit, they drive to Escondido just to get a dozen doughnuts from that shop.

“Now we’re going to be coming to Wolfee’s,” Rippey said. ◙ February 2015

Solar Technology

SolarMax Technology Inc. The Greening of the Inland Empire

By M Malia Vincent-Finney

Aerial view of the SolarMax facility and its surrounding neighborhoods.

RIVERSIDE - In a quiet Riverside neighborhood, the building looms, clean, silent and unassuming.

Across the street at Lincoln Park, a young mother swings her small child.

She is unaware the people behind the walls emblazoned with SolarMax on its façade, are working diligently to assure a sustainable environment for her family and child’s future.

Overgrown with weeds, and tagged with graffiti, the historic building was a magnet for vandals and unsavory activity.

The arrival of solar energy systems installer, SolarMax Technology, Inc., changed all that. In December of 2012, the building was resurrected.

Built in 1942, the former home of FMC (Food Machinery Corporation) the SolarMax headquarters is a Quality of Life Raised National Historic Landmark. Its sawFor more than 25 years, residents of tooth roof line design is distinctive in this ethnically diverse Eastside Riverside. FMC was a prominent community witnessed the disrepair to defense contractor during World War which the building had fallen.

II. They manufactured the amphibious February 2015

Photos courtesy SolarMax Technology, Inc.

water buffalo tank for the United States Marine Corps. A water buffalo can be found at the water’s edge of Lake Evans at Fairmont Park.

SolarMax renovated the historic building creating a green environment while retaining much of the original architectural features.

Inland Empire Relocation Philip Small, a Riverside resident, joined the company in 2012 as the marketing administrator. He said in the beginning the company’s business was primarily by referral.

Continued on the next page IE ENTREPRENEUR | 41

Company Solar Technology Profile Continued from previous page primarily by referral. However, soon the company's growth outpaced its 40,000-square foot location in the City of Industry. The company searched almost two years for a new location.

The City of Riverside aggressively courted the solar panel installer and the rest is history.

The Company's History

Products and Services

SolarMax Technology Inc. was established by David Hsu, Ching Liu and Simon Yuan in 2008, and based in the City of Industry. The company merged with Pasadena-based Solar Engineering shortly thereafter. In August of 2012, the solar energy enterprise announced

SolarMax provides a 10-year warranty on their installations and a 10 to 25year warranty on their products.

“Customers see their electricity costs reduced almost immediately,” Small said. “One customer's monthly electricity bill dropped drastically from $330 to $0.16 after installation.”

SolarMax renovated the 165,000-square FMC building across from Lincoln Park on Howard Avenue in Riverside.

Renovations to the 165,000-square foot edifice were only 20 percent complete when the company took possession. One hundred jobs were immediately created. The solar panels are fabricated in San Jose and transported to the SolarMax Riverside onsite warehouse.

“Our goal is to deliver affordable, high-quality solar energy systems,” Small said. “We assist homeowners in reducing their electricity costs by designing and installing solar photovoltaic (PV) systems to generate clean and efficient electricity.”

The company has the potential to raise that figure an additional 1,500 over the next year. Many of the employees are graduates from surrounding schools - Riverside Community College, University of California Riverside, California Baptist University, and California University State, San Bernardino.

42 | IE ENTREPRENEUR

plans to move its headquarters to the Inland Empire, 41 miles away to t h e C i t y o f Riverside.

The company has locations in Norco, Diamond Bar, San Gabriel Valley, Santa Clarita, Coachella Valley, and a secondary facility in San Diego.

Regional Outreach The SolarMax culture is one of helping the environment and addressing a global problem. SolarMax is a leading solar systems installer in Southern California. The company provides residential solar systems, commercial solar systems, and energy audits throughout the region and from Ventura County to the Mexico border.

Although solar energy and renewable resources is not new, only 2 percent of homes in Riverside and San Bernardino counties combined have solar systems installed.

“The average SolarMax customer opts to replace their expensive upper tier cost per kWh with the lower cost of solar energy,” Small said. “By offsetting the more expensive portions of their electricity consumption with solar, they are not only able to see immediate savings but also get to lock in their cost and avoid the consistent rate increases from their utility company.”

Photovoltaic panels can use direct or indirect sunlight to generate power. Solar panels work even when the light is reflected or partially blocked by clouds.

Rain actually keeps the panels operating efficiently by washing away dust or dirt.

Energy generated by the panels during sunny hours offsets energy used at night and other times when the system is not operating at full capacity..

A kilowatt hour is a measure of electrical energy equivalent to a power consumption of 1,000 watts for 1 hour.

February 2015

Solar Technology Education is a Primary Goal

alternative to leasing.”

In the past, solar energy packages were only available with upfront payment in full. The average cost for installation is between $19,000 to $25,000 for a 5 kilowatt system depending on equipment choices and a property’s characteristics.

“We are the only solar company to offer our customers in-house financing,” said Small. “We understand that circumstances happen. We do look at FICO score, but also stability, length of time at a job, home equity, and ability to repay.”

SolarMax Financing charges no origination fees; no pre-payment penalties and the loan can be reamortized. SolarMax offers interest rates as low as 0.99 percent and terms up to 15 years.

Small says a primary goal is for SolarMax to be known as an educator in the industry of solar energy technology. Negativity about the solar power industry still exists. When solar panels were first introduced in the 1970s, homeowners flocked to have systems installed. However, the systems were bulky and the installation was not perfected. As a result, roofs leaked, panels fell off or were damaged due to weather conditions.

“There is a lot of misinformation out there about solar energy. We want to educate consumers and dispel the myths,” Small said. “Ours is a brand new technology, not the same as 40 years ago.”

“Working at high SolarMax inspires me because it is a company focused on providing a quality, affordable, solution that benefits our customers and makes an impact on one of our biggest challenges, which is climate change,” said Small. “We are a business made up of people that care about what they do and it's awesome to see the company grow and be able to Solar Does Not Mean an Electricity make meaningful contributions to the Free-for-all local community.”

Solar technology is important, for Integrated Services homeowners and for the environment The SolarMax business model is a in general, because its applications full-service, integrated brand. The reduce electricity costs and our company offers energy assessments, collective carbon footprint on the custom-designed solar systems, and earth. However, SolarMax will not install a solar system if the property is leasing and financing options.

Shading, “What makes us unique is we are the not a good candidate. only solar company with fully orientation, physical condition, and integrated services,” Small said. “We noncompliance to building codes can have in-house financing which is a great disqualify a property. al February 2015

“Additionally, installing a solar system does not mean a free-for-all,” Small said. “Homeowners and their families sometimes believe a solar system means they can leave lights on, televisions on, do more laundry. Then they call us to say their system isn’t working. The fact is, if their monthly consumption increases, and usage exceed the lower tiers, they will be charged the higher rate per kilowatt hour by their utility company.”

Practicing What They Preach Solar technology is important because it saves money and reduces electricity costs and reduces our carbon footprint.

More importantly, considering Southern California’s desert conditions and our current drought, it is a matter of saving precious water resources. Traditional power power generation methods consume large amounts of water. Since solar power is renewable and uses the sun, more solar systems means more water savings. The roof is installed with 1086 panels, a 250 kW system. LED lighting is installed throughout the interior. LEDs have a longer life span and consume less electricity.

For the Near Future The new Riverside location houses administrative and executive offices, warehouse, fleet garage, and a gym for employees, a 250-seat theater for programs and speakers,” Small said.

The spacious, modern lobby is being prepared for the opening of the SolarMax Green Technology Mall.

The mall will feature innovations in solar technology as well as demonstration rooms, a museum area and meeting and conference rooms. ◙ IE ENTREPRENEUR | 43

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Business Development / Strategic Planning

Business Safety

Workplace Violence Intervention Identifying the Potential for Violence

By Mike R. Jackson, CPP, CSM

No one is immune from the trailer, are beyond the perceived potential for workplace violence. protection of a building.

Violence can occur at the most There is no 100% guarantee to unexpected places, a sports stadium, prevent or stop workplace violence. food truck, courtroom, or ocean Knowledge and training are the best freighter. Some common public preparation to minimize the potential venues are gas stations, schools, and occurrence. convenience stores.

The World Health Organization It is not feasible, financially or space (WHO) defines violence as: available, to have a security mantrap in every business to protect your "The intentional use of physical location.

Walk-through metal force or power, threatened or actual, detectors will not stop someone but against oneself, another person, or only identify a potential problem, so it against a group or community, is dependent upon the person which either results in or has a high monitoring such equipment. likelihood of resulting in injury, death, psychological harm, People maldevelopment, or deprivation."

There is no archetype for violent Based on this definition, frightening offenders; everyone has the potential (bullying) someone by merely feigning to become violent if his or her an attack is workplace violence – in buttons are pushed. When people are the least creating a hostile work congregating in the same place for environment. The sad part of this eight hours a day, five days a week, example is the bullied victim may even friction can occur and set off these become the eventual assailant. buttons.

The workplace as a socializing Workplaces landscape allowing us to develop Workplaces vary based on the relationships, some good and some ingenuity of the mind. There are some not so good, is a breeding ground for areas where a brick and mortar conflict. Coworkers, subordinates, business is used a portion of the time. supervisors and vendors can all For example, the pizza delivery person influence people to make choices.

The thought processes of people are who is beaten and robbed during a not the same. They make decisions delivery or a hijacked semi-tractor

February 2015

based on their education, experiences, emotions and stress levels. Even a good interview may not identify any future concerns with their thinking.

Identifying Behaviors Not all persons appear violent until they felt forced to act with violence as a last resort. Isaac Asimov stated, “Violence is the last refuge of the incompetent,� suggesting violence is accompanied with extreme stress and lack of judgment.

There are violent behavior predictors we can look for, but having one or many does not mean the individual will become violence incarnate.

Depending on the level of violence, the most deadly forms have their own complicated agenda on why they feel compelled to do, not caring about other people since their focus is on themselves.

If a person exhibits these attributes it does not always mean they are going to become violent. There is no exacting process in identifying or predicting who will become a problem.

Businesses evolve as do people.

They may be going through a rough patch and need some attention, either from their supervisor, manager, HR rep, or, if you have one, Emergency Assistant Program (EAP) counselor.

Continued next page IE ENTREPRENEUR | 45

Business Safety Continued from previous page

Studies on Identifying the Potential for Violent Behavior

Potential Behavior Profile Behavioral characteristics collected from the various violent incidents provide us with a profile helping us develop an awareness of a potential assailant’s actions.

Here are some traits to watch for: ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Aggressive Appears depressed Argumentative Brings weapon to work Bullying Changes in health or hygiene Conflicts with coworkers or customers Depressed over personal issues Dramatic personality changes Drop in productivity Drug and alcohol abuse Erratic or extreme behavior changes Fascination with weapons or violence Feels victimized Habitual complainer Harassing Hate group association Inappropriate references to weapons Indifferent to attendance issues Intimidating Loner Makes direct or implied threats Middle-aged male Quiet with disruptive outburst Relates to violent perpetrators Repeated disciplinary issues Stressful work relationships Symptoms of paranoia Unpredictable emotions Work romances

There are varieties of issues that can cause a person to “snap” or act as a trigger. Some of these issues are: ●

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The U.S. Secret Service conducted research involving school violence in 2002, which is a concern since our students are our future labor resource, and the crossover relevance for our business environments. Here are some of those findings: ●

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Providing solutions for protecting your business, by addressing relevant safety and security issues. Your questions, views, comments and ideas are welcome at mike@SecurityResearchGroup.com.◙

46 | IE ENTREPRENEUR

Disciplinary Action – such as receiving or expecting a write-up, suspension, or termination Layoffs – Unexpected and sometimes misunderstood as a disciplinary action or personal attack by management Overwhelmed – stressed by long hours, increased demands, Poor Performance Review or expected a poor review Not Promoted – Passed over for promotion they believed they deserved Harassment – racial, ethnic, religion, gender Inadequate Assistance – includes the customer or employee who feels they were not taken seriously or insufficient action was taken

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Incidents of targeted violence at school were rarely sudden, impulsive acts.

Prior to most incidents, other people knew about the attacker's idea and/or plan to attack.

Most attackers did not threaten their targets directly prior to advancing the attack.

No accurate or useful profile of students who engaged in targeted school violence.

Most attackers engaged in some behavior prior to the incident that caused others concern or indicated a need for help.

Most attackers had difficulty coping with significant losses or personal failures. Many had considered or attempted suicide.

Many attackers felt bullied, persecuted, or injured by others prior to the attack Most attackers had access and had used weapons prior to attack.

In many cases, other students were involved in some capacity.

Despite prompt law enforcement responses, most shooting incidents were stopped by means other than law enforcement intervention.

February 2015

Business Safety

RISKY BUSINESS: Protect Your Company's Information & Records

By Mike R, Jackson, CPP, CSM

No, this is not a Tom Cruise movie, nor a ‘Mission Impossible.’ This is the reality of business security and life-safety risks to which your company s exposed on a daily basis.

Information security is the protection of intellectual property (IP). ‘Intellectual property’ is defined as unique information you create, develop, design, or manufacture, from your mind, tangible or intangible, for your business or organization use.

As a business owner, the city is your sphere of opportunity. Whether you are a sole proprietor of a retail kiosk, or chief of operations of a distribution center employing more than 2,500 people, security and safety risks exist and will affect your business if not addressed.

Allowing unprotected physical or network access to your information exposes your data to altering, deletion and/or theft. Think of it as being stricken with a disease that can damage or paralyze your business. This is where the term ‘virus’ comes from.

February 2015

Continued next page IE ENTREPRENEUR | 47

Business Safety

DoS can infect an entire network of computers if the system is not The results of poor information regularly monitored. This security security are copyright piracy, breach requires an experienced trademark counterfeiting, and patent computer technician to repair. infringement. This security issue can Have your information technology be damaging or destructive to your business opportunities and (IT) staff or and outside computer expert periodically assess your reputation. system/network.

Always back up your information, Limit employee access to specific preferably on a daily basis, and store websites.

Allow Internet access only your back-up offsite. You never know what disaster may befall your to those employees with an absolute location.

Successful business need for access in the performance continuity planning is based on of their duties. accessible and usable information.

Access Control Continued from previous page

Computers

Monitoring access to your physical Hacking occurs when a person property and computer system can illegally searches for vulnerable minimize most information security computers or networks, to access concerns. and manipulate their weaknesses for Card access, key fobs, biometrics, their own. computer authorization, password Updated firewalls are a necessity authorization, scheduled password to prevent or minimize hacking. updates, and specific policies and Enable all password protection procedures, are all steps for capabilities. improving your information security.

Do not use personal data as Preventing physical access passwords. Intrusion detection discourages any further actions. software monitors unauthorized There is no 100 percent guarantee access activity. Keep your operating that nothing will happen, but system (OS) updated with the latest understanding and anticipating the patches or fixes. risk helps.

Whether you buy anti-virus software or install freeware, updated software is a must. PC World reports there are 82,000 new malware (malicious software) created daily. This includes viruses, trojans, worms and bots (robots automated process that interacts with other services you select).

Clients have told me having safety and security is a luxury and the ROI (return on investment) is nonexistent.

However, failure to address risks and implement preventative measures can lead to reduced employee retention; loss of reputation; loss of property; reduced Denial of Service (DoS) is a computer that cannot reach the productivity; and closure. information resources it wants In my experience, businesses have through its own network. DoS been spared exposure to federal, civil attacks are activated through websites using bank accounts, credit and even criminal lawsuits, fines and cards, vendor payment and online penalties by addressing security and safety risks head on. game sites.

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My goal is to assist business owners by addressing relevant security and safety issues and providing resources to sustain a thriving company.

For more information, or to schedule a consultation for an assessment of your company's information security, to discuss a security protection plan that's right for your business, call me at (951) 990-3959 or email mike@SecurityResearchGroup.com. ◙ Areas to consider for your company's information protection should include: EQUIPMENT ● ● ● ● ● ● ● ●

CDs or DVDs Flash or Thumb Drives Computer Hard Drives Laptops Micro Smart Disks Scanner Memories Smartphones Tablets PC’s DOCUMENTS & RECORDS

● ●

● ● ● ● ● ● ● ●

Day Planners/Organizers Designs, Diagrams or Drawings Disciplinary Records Emails Formulas or Recipes Hiring Packages Investigation Materials Personnel Records Reports Videos

ORGANIZATIONAL MATERIALS ● ● ● ● ● ● ● ● ●

Copyrighted Materials Company Financials Industrial Designs/Processes Marketing Campaigns Marketing Strategies Schedules Software Trademarks Vendors Source: Security Research Group February 2015

Export in the IE

Exporting 101

Introduction to exporting for your small business, Part 1

By M Malia Vincent-Finney “Let's talk about the export market.” business in the evenings and/or on the weekends. If sales are slow your I'm in a meeting with a client and personal and business finances are we're talking about growing his company greatly affected. exponentially and sustaining that growth.

However, 96 percent of the world's He's excited to hear his options and consumers are foreign. That means ready to roll up his shirt sleeves and hit the ground running. Now, I'm getting there are end-users for your product or service whose buying power is not the blank stare. affected by the slowdown of your local I kid you not. The “e” word conjures area, county or state economy. up musty, antique stores filled with furniture and collectibles from exotic Same Procedure, Different Markets places, worn with age, laced with Global commerce will continue to mystery, shipping containers, manifests – grow.

Small businesses taking the plunge too confusing and, well, scary. into the export trade pool reap success Selling your product or service internationally is easier than ever with almost immediately. Why shouldn't your the amount of resources available and company do the same?

Before you started your business, access to trade specialists with the depth you created your business model, and, of knowledge needed to lead to your hopefully, did your market research and company's success. comparative analysis, you looked at the While shipping containers can be market segmentation, competitors and involved and manifests are part of distribution, I explain (and encourage) their services and products, how they exporting as simply an extension of a marketed, what they charge, the success business service or product into a of the company to date.

Based on the compiled data, you market (foreign) outside the local and wrote your business plan, developed United States (domestic) markets. your budget and financial projections, Another reason I advocate exploring plotted your markets, weighed your export options as part of business development is as a recession-proof options and opened your company.

Sales begin to pick up, your client alternative to slow domestic economies. base grew, you increased your inventory The majority of small business or raw materials, your overhead is owners who attend my executive covered, your bottom line is consistently business development and management in the black.

Success! workshops are sole proprietors. Even if Now think of duplicating this your company is an LLC or corporation, successful working model and seeking a and you are a business of one or two niche in another city or state to sell your people, chances are the entity is not service or product.

Same process. capitalized. You may be using savings, family members are contributing, or you Think Just a Bit Outside the Box are using credit cards. You may also have a full- or part-time job and working your Different cities, different procedures, busin fee February 2015

96

The percent of consumers who live outside the U.S. and represent two-thirds of the world's purchasing power.

232,600 The number of small and medium-sized businesses that exported to at least one international market in 2005.

1.8 The value of total goods and services exports in trillions, that were exported in 2010, a 17 percent increase over the prior year.

Source: export.gov IE ENTREPRENEUR | 49

Export in the IE

Continued from the previous page levels, regulations and requirements for business licensing and permitting for your type of business.

Moving your business to a different city, or county, opening another location to expand your business, or opening an entirely new business not related to the first, means the process begins again.

After your first operation, going through the process again is now familiar to first-time small business owners. With this in mind, think of setting up your company in another state. Same process, different state.

Here comes the fun part. Take these scenarios one step forward and the concept of expanding your company into another country is not that difficult to grasp, right?

The Basics of Exporting, Part 1 You will most likely work with a trade specialist whose job is your success. The first steps to take towards becoming an exporter are not so different from starting any other type of business. To become an exporter of goods or services: 1) Select your product or service 2) Research your market 3) Analyze your findings 4) Devise your business plan 5) Develop your strategy 6) Implement your plan Service Providers Go Global

Did You Know?

Exports accounted for nearly 26 percent of U.S. economic ► FACT: growth during the past decade, and they are expected to grow by nearly 10 percent per year for the next several years.

INSIGHT: Exporting has brought growth to many U.S. businesses. It can bring growth to your business too.

► FACT: Some small business owners think that exporting is too risky.

INSIGHT: Exporting to some markets, such as Canada, is no more risky than selling in the United States. Different international markets have different levels of risks. Almost any perceived risk can be identified and reduced by using the affordable export assistance now available.

Source: U.S. Department of Commerce, www.export.gov

fact thousands of small companies nationwide export services. As a small business owner participating in global trade and commerce, you will benefit from the intrinsic value of exporting, how doing business internationally broadens your business expertise and knowledge base, expands your cultural experiences, and actually pushes and develops your innate skills to innovate your product or service and improve your business.

Knowledge is Key to Success As in any worthwhile endeavor, it takes work, commitment and knowledge to succeed in exporting. It is advisable that you complete an export class instructed by a trade specialist. However, you can begin your own research right this minute to familiarize yourself with the foreign markets. For now, go back to the list and begin jotting down answers as they apply to your existing business or new business. Focus on what your product and/or service is.

Who is the end user? Why would they buy your product or service?

Where are these consumers? When do you want to begin selling to them?

If your small business manufactures tangible items, such as plumbing fixtures, housewares, clothing, food products, it's easy to understand these products can be exported.

But what if you provide a service such as accounting or assisted living care, or develop educational materials You May Already Be Global or work in logistics? Yes, you can most certainly provide these services. In Do you have an e-commerce fact, websi 50 | IE ENTREPRENEUR

website with a virtual storefront? Do you accept credit cards or e-checks through a service such as PayPal? Then you already have an international presence. You can process payments from international buyers and translate your pages for the market you want to reach. Very simple.

There are a multitude of online marketplaces that have payment platforms embedded that will automatically convert U. S. funds to foreign currency for you. Additionally if you use a payment service such as PayPal or Square, reports are automatically generated for you for your record keeping.

If you use UPS, Fedex, and even the United States Postal Service (USPS), you have your own shipper, a delivery service, and a tracking service already in place. And each of these generates reports for you.

When you think about it, global trade and commerce has been around for centuries. Today is a good day to start exploring your new world! ◙ Malia is a federal appointee to the California Inland Empire Export District Council. She was president of the Inland Empire International Business Association (IEIBA) under the auspices of the U.S. Department of Commerce Regional Office in Ontario, CA. Her interest in the value of exporting for sustaining a small business, especially during economically challenging times, began in 1995 when she met Fred Latuperissa, regional director of the USDOC Commercial Services. A business development consultant and strategic planner, she mentors small businesses in CA, UT, NV, Mexico, Canada and the UK.▪ ►

February 2015

Export in the IE Business Safety

Inland Empire Area Leads Exports Riverside remains top export area at $9.6 billion U.S. Department of Commerce, Commercial Services Regional Office, Ontario, CA

“U.S. companies of all sizes are exploring the possible benefits of exporting, and looking beyond our borders to expand their customer base. More than 95 percent of potential consumers live outside the United States and crave the world-class products offered by American businesses.”

- Stefan M. Selig., Under Secretary of Commerce for International Trade

EMPIRE – Export data released by the U.S. Department of Commerce’s International Trade Administration (ITA) last September shows merchandise exports from the Riverside - San Bernardino - Ontario metropolitan area totaled a record $9.6 billion, an increase of 20 percent, or $1.6 billion from 2012 to 2013. This growth helped Riverside to remain a top metropolitan area for exports in 2013.

“The Department of Commerce is dedicated to assisting U.S. firms meet the needs of global consumers while strengthening our economy and supporting jobs throughout the Riverside metropolitan area and our nation,” said Under Secretary of Commerce for International Trade Stefan M. Selig. “U.S. companies of all sizes are exploring the possible benefits of exporting, and looking beyond our borders to expand their customer base,” said Selig.

INLAND

February 2015

“More than 95 percent of potential consumers live outside the United States and crave the world-class products offered by American businesses,” Selig said.

According to international trade figures released today by ITA, 156 U.S. metropolitan areas exported more than $1 billion in merchandise in 2013. Thirty-three of the top 50 metropolitan areas for exports registered positive growth between 2012 and 2013 – with 26 reaching record export levels.

Key merchandise export categories for the Riverside - San Bernardino Ontario metropolitan area in 2013 included miscellaneous manufactures, transportation equipment, computer and electronic products, chemicals, and machinery. Canada, Mexico, Japan, the Netherlands, and China were the leading destinations for Riverside exports.

“Metro area exporters continue to

find sales opportunities around the globe while boosting their bottom line and international competitiveness,” said Fred Latuperissa, Director of the U.S. Commercial Service in Ontario. “We work with hundreds of businesses each year to help them navigate the avenues of exporting.”

The Department of Commerce’s International Trade Administration works with American businesses of all sizes to identify export opportunities for their products and services to bolster President Obama’s National Export Initiative (NEI). A focus of the NEI is helping metropolitan areas identify regional strengths in order to increase their exports, boost the local economy, and create jobs for American workers. ◙ LEARN HOW YOU CAN EXPAND YOUR COMPANY'S BUSINESS THROUGH EXPORTING

Contact the U.S. Commercial Service Export Assistance Center in Ontario at (909) 390-8429 or visit our website http://export.gov/ inlandempire. For more information on the impact of Metropolitan Statistical Areas on U.S. exports, including fact sheets for the top 50 exporting MSAs in 2013, visit http://www.trade.gov/mas/ian/ metroreport/index.asp.

IE ENTREPRENEUR | 51

Calendar 2015 What's Happening Around the IE

January 23rd to February 8th, 2015 Riverside Community Players Private Lives by Noel Coward 4026 Fourteenth Street, Riverside CA Box Office: (951) 686-4030 www.RiversideCommunityPlayers.com th

February 10 , 2015 Temecula Valley Chamber of Commerce Business Encounter – The Importance of a Professional Business Image 26790 Ynez Court Suite A, Temecula CA 92591 Contact Brooke Nunn Brooke@Temecula.org February 12th, 2015 Chamber Marketing/PR Committee Claremont Chamber of Commerce 205 Yale Avenue, Claremont CA Contact for more information at demott@fairplex.com February 13th to 22nd, 2015 Riverside County Fair & National Date Festival Riverside County Fairgrounds 82-503 Highway 111, Indio CA More information at www.datefest.org February 28th, 2015 6th Annual Red Dress Fashion Show & Health Expo Riverside Convention Center 3637 Fifth Street, Riverside CA RSVP to attend: (951) 788-3463 www.RCHRedDressFashionShow.com

Do you have an upcoming event or announcement to make?

Please send your press release and any relevant artwork in a jpg or png format to editor.ieemag@gmail.com by the 22nd of the month for the following month. Press releases and stories sent anytime during the month or after this deadline may be announced on our website, blog or Facebook page. We reserve the right to edit all submissions to adhere to our format. ~ February 2015

February 13th or 27th, 2015 Professional Development Series – Building a Successful Home-Based or Small Business 26790 Ynez Court Suite A, Temecula CA 92591 Contact Brooke Nunn Brooke@Temecula.org February 26th to March 1st FIRST Robotics Competition aka RECYCLE RUSH Inland Empire Regional Rancho Mirage High School 31001 Rattler Road, Rancho Mirage CA More details at http://ieregional.com/ and usfirst.org February 28, Saturday Komen Inland Empire Paws for the Cure Murrieta Town Square Park 24601 Jefferson Street, Murrieta CA More information at http://www.komenie.org/inland-empire-events/ paws-for-the-cure-2/ Register at http://inlandempire.info-komen.org/site/TR? fr_id=5265&pg=entry February 27th, 2015 Corona Chamber of Commerce Getting Started with Social Media Conference room, 904 E 6th Street, Corona CA For more information and register at http://Inlandempire/score.org/localworkshops.com February 27th to 28th Chocolate Decadence and Pechanga Wine Festival, both benefit Habitat for Humanity Inland Valley Pechanga Resort & Casino 45000 Pechanga Parkway, Temecula CA More information at www.pechanga.com/entertainment April 2, June 11, August 27, November 4 Inland Empire Career Fair / Choice Career Fair Doubletree Hotel 222 North Vineyard Avenue, Ontario CA Register online at http://choicecareerfairs.com/ b/inland-empire

IE ENTREPRENEUR | 53

It's A Wrap!

Abraham Lincoln Memorial Shrine in the City of Redlands, California. Photo by Drew Ortiz-Castruita