VOLUME 1 / ISSUE 3
MARCH 2015
IE ENTREPRENEUR
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WOMEN WHO MEAN BUSINESS INSIDE: U.S. Exports Reach $2.35 Trillion in 2014! Tips for Starting Your Business
Contemporary Art From California's Inland Empire & Beyond April 11th - May 3rd, 2015
Š2003 FRED HARTSON - El Airolito Market 2003 | Photograph
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ie entrepreneur M A G A Z I N E
Volume 1 | Issue 3 | March 2015
Cover Story Editorial M Malia Vincent-Finney CEO/Publisher/Editor-in-Chief Publisher.ieemag@gmail.com
In Celebration of IE Women in Business
Mike R. Jackson, CPP, CSM Columnist/Staff Writer Mike.ieemag@gmail.com Alexis Caparelli Columnist/Staff Writer
Kristine Specht Columnist Contributors Don Driftmier, CPA, CFO Noble House Entertainment LLC Gary Capolino, President The Part-Time CFO, Inc. Joy Gendusa, Founder, CEO Postcard Mania Sean Nealon, VP Business Development Continental Credit LLC 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 Joan Rudder-Ward Art 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.
O
N March 8th, 1911, International Women in History Month was declared in Europe and was eventually adapted in the United States. In this month's of IE Entrepreneur, we commemorate the 104th anniversary of women in history in our cover story, IE Women Who Mean Business. We celebrate the success of 11 diverse women-owned businesses located in Corona, Fontana, Hesperia, Moreno Valley, Murrieta and Upland, and acknowledge the achievements of each visionary founder. The women we feature this month hail from backgrounds in nursing, medical research, marketing, sales, advertising, broadcast journalism, business, finance and banking, publishing, the visual arts, education, human resources, real estate and retail. For a few of them, the businesses they founded, own and operate, are not even close to the education, experience, and expertise they possessed prior to becoming entrepreneurs. Cover story begins on Page 27. ◙
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March 2015
Cover Shot: L-R: Standing – Su Pak, Joan Rudder-Ward, Dione Moser. Seated: Kelly Smith, Allison Moerty-Lott, Andrea Russell and Adrienne Russell. Location – Coworking Connection, Murrieta CA. Photography DREW ORTIZ-CASTRUITA IE ENTREPRENEUR | 3
contents
7
18
23
Commentary
New Year, New Business!
7
Talking Points
21
9
The Business Advocate
11
By M Malia Vincent-Finney By Mike R. Jackson, CPP, CSM
Moms Minding Their Own Business By Kristine Specht
Small Business Matters
13
The Path to My Success – Or Failure By Gary Capolino, President The Part-Time CFO, Inc.
18
There Really Is An App for That!
19
Be Smart On Your Smartphone Safeguard your personal and business data From ProtectMyID.com
10 Commandments for Marketing in 2015 By Joy Gendusa, Founder/CEO PostCard Mania
Real Estate & the Economy
23
Striking the Perfect Sale Simple steps to follow when working with my clients can help new realtors, too By Andrew P. Villalobos, Realtor Coldwell Banker Armstrong Properties
24 Is It Already Spring and Job
Reports Time Already? Economy & Real Estate Watch By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.
How did we ever do without it?
4 | IE ENTREPRENEUR
March 2015
contents
27
44
39 Feature Cover Story
27
Rikki Bauer Inspired by her employees everyday By M Malia Vincent-Finney
29
Leticia Cano, PhD Making discoveries to improve patient treatment and care By M Malia Vincent-Finney
31
Dione Moser Passionate about the success of others By M Malia Vincent-Finney
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Su Pak Creating the one resource for all things fun in the Inland Empire By M Malia Vincent-Finney
36 39 42 44
March 2015
Joan Rudder-Ward Renaissance woman and budding screenwriter By M Malia Vincent-Finney Andrea Russell, Adrienne Russell & Allison Motery-Lott Three sisters with entrepreneurism in their DNA By M. Malia Vincent-Finney Kelly Smith Using renewable energy as a viable alternative for returning veterans By M Malia Vincent-Finney Sue Yeoman & Serifina Barrie Your Town, Your Way By Mike R. Jackson
Business Safety & Security
47
Workplace Violence Intervention Part 2 - Perspectives in Violence By Mike R. Jackson, CPP, CSM
49
Regulatory Compliance Nuisance or benefit?
By Mike R. Jackson, CPP, CSM EXPORT TRADE & COMMERCE
Export Trade & Commerce
50 U.S. Exports Reach $2.35 Trillion in 2014 Fifth straight year of record highs U.S. Department of Commerce, International Trade Administration
51 Exporting 101
Part 2 – Is Your Company Export Ready? By M Malia Vincent-Finney
It's a Wrap
54 Orange Groves, Redlands
Photography by Drew Ortiz-Castruita
Coming Next Month Cover Story: Arts & Culture in the IE Inland Empire Museum of Art and more!
I E ENTREPRENEUR | 5
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talking points
Celebrating the Success of IE Women in Business M Malia Vincent-Finney
This month we celebrate the 104th anniversary of the declaration of International Women's History Month in Europe, which acknowledges and recognizes the achievements of women and their contributions throughout history. The original objective was to promote awareness of the work of women activists who fought for the civil rights of women and their contributions in medicine, education, social reform, and equality. Somewhere along the way, in the United States, the month became Women's History Week. The National Women's History Project was also established to raise the public consciousness of women's issues. In 1987, at the request of the NWHP, Congress expanded the week to a month. Every year since, the President issues a proclamation of Women's History Month. Through the 1990s, the President's Commission on the Celebration of Women in History in America met to push for the inclusion of women's history in school curriculum and the establishment of a National Museum of Women's History in Washington D.C. In this month's IE Entrepreneur cover story, IE Women Who Mean Business, we celebrate the success of 11 women-owned businesses in Corona, Fontana, Hesperia, Moreno Valley, Murrieta and Upland, and acknowledge the achievements of each visionary founder. Entrepreneurs start their own businesses for different reasons. The women we feature in this month understand that when it all comes together, it's very good, indeed! I am inspired by the collective depth of vision, enduring commitment, indefatigable work ethic, and by what inspires each of them. But perhaps what is the most inspirational to me is the common thread that weaves through each story, and that is their commitment to the success of others. Rikki Bauer gives all of the accolades to her employees, embracing her success as their success. Leticia Cano collaborates with other scientists to discover that “unknown� which leads to better patient care to ease the pain and suffering. Dione Moser engages her acute social skills to bring people together to collectively succeed. Su Pak envisions entire region, and beyond, sharing in the good things that raises our quality of life in the IE. Joan Rudder-Ward creates art that uplifts, empowers and transforms the lives of others. Andrea Russell, Adrienne Russell, and Allison Moerty-Lott create products that make people happy, while they build futures for their family members. Kelly Smith found a way for her business to benefit the environment and veterans and their families. Sue Yeoman and Serifina Barrie are dedicated to bringing communities together and supporting other business owners. Continued next page
March 2015
I E ENTREPRENEUR | 7
talking points
Having fun at our cover shoot outside Dione's Coworking Connection building in Murrieta CA. L-R: Allison Moerty-Lott, Andrea Russell, Adrienne Russell, Su Pak, Joan Rudder-Ward, Kelly Smith and Dione Moser. DREW ORTIZ-CASTRUITA / IEE
Meeting and getting to know each of these women in person and through their stories has been edifying and truly fun! I know this is just the beginning of friendships and business relationships – there is still so much to know and do! Also in this issue, we bring our monthly commentary and department articles. Based on a question we asked our featured interviewees, “What inspires you?,” Kristine Specht writes about what inspires her in her Moms Minding Their Own Business column. For Small Business Matters this month, Gary Capolino gets us thinking on how to conduct certain aspects of our businesses. In keeping with our New Year, New Business! series topic, Joy Gendusa of Postcard Mania, gives new entrepreneurs her top 10 pointers on how to develop a successful marketing campaign, while Andrew Villalobos gives advice to new realtors on how to successful serve their clients as independent contractors. Craig Thomson gives us his monthly update on the economy and real estate markets. In the Business Safety department, Mike Jackson writes about diversity in this month's column and also offers practical advice to business owners on how to recognize the potential for workplace violence and protect your bottom line from fines and penalties with regulatory compliance. The U.S. Department of Commerce sent their monthly contribution of exciting news on the export front. The overseas markets remain strong; the year-overyear growth is encouraging for small businesses looking to expand globally. Relax and enjoy this month's issue. We'll see you next month when our cover story will be IE Arts & Culture. Aloha, Malia
8 | IE ENTREPRENEUR
March 2015
the business advocate
Diversity
The contributions of the many
W
e encompass a growing community that encourages productivity, develops challenges and makes use of limited resources, but still driving us forward to enable our businesses to be successful.
Mike R. Jackson, CPP, CSM
Our entrepreneurial community is comprised of people with multifaceted backgrounds, including where they were raised, educated and worked. We are individuals with diverse perspectives and offer our own views and ideas on how things can be done. As a community, we need to earnestly recognize what we have and how to make better use of these valuable resources. Looking at yourself, examining from within, what you have to offer is more than you may realize. Your experiences and abilities cannot always be quantified from your perspective alone.
Take a step of faith and ask a friend or family member for an honest evaluation of what they see in you – do not rush the answer. You may be surprised at the results, which will change your personal perspective and your life, causing you to makes changes that will enhance your work, your relationships and your future. This month the IE Entrepreneur celebrates women-owned businesses, reminding us of one aspect of our diversity in business and the continuing development of our environment. I have worked in misogynistic countries where women are perceived as inferior and incapable and incapable of recognizing the business acumen of women as business owners. History has shown the invaluable contributions of women that has allowed the world to advance. America draws others to live and work here due to the different business dynamics we represent, whereas some countries place limitations, hindering an individual's advancement.
We cannot stifle growth due to gender, race, religion, national origin, age, sexualorientation or disability, because we may miss the one person that can influence positive change for all. The United States and the Inland Empire represent a strong and growing business environment, built on diversity. â—˜
March 2015
I E ENTREPRENEUR | 9
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Be Inspirational! Don't be the feather!
JOAN RUDDER-WARD
By Kristine Specht
I
nspiration, stemming from the Latin inspirare: to “inspire, inflame, blow into”, from in- “in” + spirare “to breathe” in the literal sense “act of inhaling”1. How I plan and go about everyday life is sometimes motivated by inspiration and other times motivated by the routines that get in the way of that.
My faith inspires me to be the person I am and it is the driving breath inside me, when I allow it to be. I can be a great wife and mother, a great employee and colleague, but I could also be a nag to my husband and children, a sloth or gossip in work.
Inspiration can come from God, love, family, education, status, money, career, ego, music, or many other places.
Choosing to allow God to inspire me all of the time helps me to be productive and uplifting not only to myself, but to others, and that is really my goal. Not only does allowing God to inspire me to help me to be those things, but love envelops my actions and motivations when I focus on what is most important to me. When I order my life in this way, things seem to prosper and flow.
The ongoing struggle with myself is how to stay focused on what inspires me, so that I don’t become stagnant in my personal growth. My personal growth trickles down to every other component in my life, whether it is how I affect my family, business, career, or other, focusing on what inspires me can give a whole new outlook to my day. The difference of focusing on what inspires me each day is being the gust of wind, the “breath” of inspiration to carry ‘the feather’, like the scene from Forrest Gump or being ‘the feather’. That is the essence of what being inspired is to me.
March 2015
Whether you draw your inspiration from God or somewhere else, focusing on what is inspiring could make or break your day. To be happy, productive, successful and fulfilled, find out what inspires you most, because eventually, the days, weeks and months, add up to years of a lifetime. Be the inspiration to yourself and others (not the feather blowing in the wind), by focusing on what inspires you! ◙ IE ENTREPRENEUR | 11
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The Path to my Success – Or failure
By Gary Capolino, President The Part-Time CFO, Inc. In my practice, I prefer to hire newly degreed accountants in order to avoid bad habits that are learned at previous jobs. While this strategy has worked for me, I’ve also learned there are two things every newly graduated accountant (or any professional) needs to learn – 1) how to act; and 2) what is important. Upon reflection, as I look at the world around me, I’ve come to realize that dictum of knowing what is important effectively rules everything.
“Ultimately, it’s about the long term – and a few basic facts: A successful business is not built on clients who don’t pay their bills, it’s built on clients who do. Thus, the approach is straightforward enough. ” In the information age, we are immersed in information, most of which has little or no value, delivered to us 24/7. News is no longer news, instead it comes to us as a blather of meaningless gossip and titillating stories. The WalMart employee votes for politicians against the death tax, although such an issue has absolutely no relevance. A ridiculous percentage of our population sits transfixed on the meaningless, wasting time on unproductive “entertainment.” not knowing what is important. In the competitive world of business, the chaff is separated from the wheat with more efficiency. The entrepreneur (or employee) who can’t stop surfing the web or resist playing games, quickly blurs into irrelevance. For an entrepreneur to have half a chance of success, the productive use of his/her time requires these issues of selfdiscipline be settled long before the concept of starting a business ever becomes a reality. Nonetheless, with his/her seat firmly in the saddle, the entrepreneur is confronted with a whole new set of choices, some obvious, some not so obvious, which could ultimately put him/her out of business. We all have experiences and belief sets that we developed through our formative years. Thus, as we set out to do it our own way, we embrace the risks that go with defying conventional wisdom. Granted, conventional wisdom isn’t always right, but who has all of the answers? Nonetheless, success or failure doesn’t hinge on every decision we make. Or does it? March 2015
In my 21 years in business, I’ve developed my own set of unique practices. I don’t keep secrets from my employees. When I negotiate a salary with a new hire, it usually ends with “I’m sorry, but the lowest salary I can pay you is more than that;” equal pay for equal work; I don’t do background checks or drug tests; I comply with all labor labors; I don’t chisel my employees. I treat everyone with respect. Perhaps not the golden rule and not totally “off the wall,” but a step apart from most of the employers I’ve had. My favorite “unique” practice concerns collection calls. I don’t make them nor so I have someone else do them. I simply don’t talk about unpaid bills with my clients. I’ve somehow positioned myself so the basic understanding is this - if the client doesn’t pay me, I simply don’t do additional work. This isn’t to say I don’t get “stiffed” by clients, but this is an acceptable cost of doing business. Payment for services is probably the most sensitive issue with me. If the services provided are not paid for, the very existence of my business is threatened. My livelihood and the financial security of my family are at stake. And, yes, I take such things very seriously. Being taken advantage of, though a painful element of principle, energizes us to do something about it. I confess I spent the better part of two years aggressively working to collect a heavy bill. When my efforts failed, I felt as if I had lost a family member. In hindsight, but for the lessons learned, the entire activity was a huge waste of productive time and energy. Ultimately, it’s about the long term and a few basic facts: A successful business is not built on clients who don’t pay their bills, it’s built on clients who do. Thus, the approach is straightforward enough. I like to think my practice is successful through the success of my clients. In that frame, clients who don’t pay their bills don’t succeed in business. The people who don’t want to pay me aren't the “A” or the “B” clients. They’re the ones I never wanted. From 1993 to 1997, culminating with my unsuccessful, collection action, 37.38 percent of my fees went uncollected. Between 1998 through 2012, my uncollected accounts were 1.68 percent. I think I’m on to something. And I have a new adage…Don’t let the hole in your pocket turn into a hole in your head! ◙ IE ENTREPRENEUR | 13
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Small Business Matters
There Really Is An App For That! How did we ever do business without them?
Opportunities for networking makes business prosperous. Bizzabo®, used during events you attend, allows you to connect with them through LinkedIn, Twitter or Facebook. Bizzabo® lets you purchase event tickets and build work relationships. The app is an event-based, social networking platform that will help you manage and market your events and turn your experiences into successful and productive relationships. Founded in 2012, Bizzabo® has been used in managing over 3,000 events, marketing, ticketing, registration, checkin, contact management, and live messaging with other event attendees. Bizzabo® provides a free, informative demo of their app. The app is free for free events. If you plan on selling tickets online with Bizzabo®, a service and processing fee will apply.
The tax season is upon us, which means organizing your business tax receipts into an understandable collage of data. ShoeBoxed® organizes your receipts by using your mobile phone to scan them into an archived and searchable filing system. Your gas receipt will also take note of the GPS location and your mileage. Scan business cards for your CRM databases. ShoeBoxed® interacts with many other software such as Gmail, Evernote, QuickBooks, Constant Contact, Scan Snap, ABBYY, and others. The IRS has accepted the receipt images for use with your income tax filings. ShoeBoxed® provides digital or actual “Magic Envelopes” you can fill with receipts, business cards and other paperwork, and ship for free to have digitized to a cloud-like shoe box. The “DIY” price is free for 5 documents per month.
Business can take you to many destinations. Where do you start? How long will it take? How do you develop the agenda to make it all work and still be productive? TripIt® helps you plan your itinerary, car rental, flights, hotels and restaurant confirmations. “Automagically” (a TripIt® term) takes your emails from every trip and combines them into a master itinerary which you can access from any device, at anytime, even offline. Your itinerary can be modified, adding to it or editing your travel plans. Sync your travel plans to your calendar for an alternative view format. TripIt® has a free app with limited features. The Pro version provides real-time flight alerts, alternate flights, available seating, fare refund notifications, reward program monitoring, and VIP travel benefits.
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18 | IE ENTREPRENEUR
March 2015
Small Business Matters
Be Smart On Your Smartphone Safeguard Your Personal & Business Data From ProtectMyID.com For sharing and consuming information, nothing beats the convenience of having a smartphone in your pocket. You can read a restaurant review, make a reservation, send an invitation to your friends and get directions all within minutes. But, for every move you make, there’s more going on behind the scenes than you may realize. Your smartphone and mobile service provider are constantly collecting information about your whereabouts and behavior. Information that advertisers can use to send you offers from the businesses around you. Or that law enforcement can use to establish your location at the scene of a crime. You may think your boss could never know you prefer taking the long way back to the office after a meeting. But, according to the website PrivacyRights.org, it’s legal for your employer to track your whereabouts during work hours through the GPS on your company-issued phone. Location tracking raises numerous questions about privacy. Who can access this goldmine of information about you? How long is it stored? The concern for your identity is clear. The more information that is available about you, the easier it is to steal your identity. March 2015
This concern likely won’t stop you from using your smartphone, so instead think about how you use it.
Don’t: •Voluntarily post your whereabouts on websites such as Twitter and Facebook without using privacy settings to limit who can view the information •Allow friends to track you through websites such as Google Latitude Opt in for location-based advertising •Opt in for location-based advertising
Do: •Turn off location sharing capabilities on social networking sites •Look into disabling “geotags,” which embed location information in photos taken on your smartphone •Use the ProtectMyID iPhone App to view your Alerts on the go The way we use smartphones and the misuse of the information they collect is still evolving. Make sure you consider the consequences of purposefully sharing too much. ◘ IE ENTREPRENEUR | 19
New Year, New Business!
New Year, New Business: 10 Marketing Commandments for 2015 By Joy Gendusa. Founder, CEO PostcardMania®
I love the idea of this series, because I think it is SO important to reassess your business every year, to make sure you are on the right track to meet your goals. I do this every year with PostcardMania® and some of the most important decisions I’ve made that have helped us grow into a $22 million company have come as a result of this reflection and course adjusting. But enough of this introducing! Let’s get to the meat of the matter. Here are the 10 Commandments for running a successful postcard marketing campaign in 2015: 1. Thou Shalt Create a Unique Selling Proposition A Unique Selling Proposition, USP, is a concise phrase that tells prospects why your business is the best choice among the competition. And, no, “because our service/product/customer service is the best” doesn’t qualify. (Everyone says that!) You need something that is an easily understood benefit and truly unique to your business. For example, ours is: We are the ONLY postcard marketing company to create your campaign based on the proven results of our 65,000+ other clients. Once you have yours, your USP will become THE main message on every marketing promotion you run. It’s that important. If you don’t have a USP yet, you can download a USP worksheet to start developing one!
Here’s my recommendation: Take an hour and mark on your calendar every holiday/sale/event you want to promote in 2015. Go back 6 weeks from each promotion date and set a reminder to order the postcards. If the order date is passed, call your marketing consultant to see what options are available, or for advice on other marketing strategies to employ. This preplanning gives you a set schedule and removes the stress of trying to throw a campaign together at the last minute. That’s being reactive. You want to be PROactive, because you’re a pro. Am I right? Of course I am!
.
Joy's
Top
10
2. Thou Shalt Plan Ahead Your postcard campaigns (and any other marketing promotions) must go out consistently and on time. This is critical to direct mail success. March 2015
Continued on next page IE ENTREPRENEUR | 21
New Year, New Business!
Continued from previous page 3. Thou Shalt Target the Idealest of Prospects Ok, “idealest” isn’t a word. But the point remains: you should only be targeting those prospects MOST LIKELY to respond positively to your marketing. Do you know who your ideal prospect is? What does he/she do for a living? For that matter, are they a he or a she? Are they married? Do they have kids? What do they do for fun? If you’re in B2B sales: What SIC codes represent your ideal industries? How much revenue do your ideal businesses generate annually? Where are they located? You need a complete profile of this “ideal prospect” that includes even seemingly unimportant details about their work and personal lives. The reason is that this hypothetical person or business will become the lens through which you view your real prospects. The clarity you gain by working through this exercise helps you better understand what kind of message your prospects need to hear and what their pain points are. This comes in handy in (roughly) a million different ways in your marketing life.
promote a Memorial Day sale, prospects should see that card a minimum of three times before the sale date arrives. Of course, in addition to campaign consistency, you want to be consistent in terms of how often you mail postcards throughout the year. That is where preplanning (see previous page) becomes crucial. 7. Thou Shalt Always Call Prospects to Action If you don’t tell prospects what the next step is, they will simply continue sorting the mail and eventually forget that they were interested in your offer. A Call to Action (CTA) can be as simple as, “Call today for a FREE sample,” so there’s no reason not to have one. It’s pure foolishness, I tell you! 8. Thou Shalt Not Leave Prospects Hanging This goes for any and all leads. Anytime someone contacts you with interest in your company, you need to get their digits (and email and whatever other contact info you need), and you need to follow up with them. 80% of sales are made on the 5th-12th contact, so if you aren’t following up, you are leaving fat stacks (a.k.a lots of money) on the table. Don’t do that. It’s bad business.
4. Thou Shalt Be Benefit-Focused
9. Thou Shalt Love Thine Customers
In your copywriting (“copy” is the term for the words and text that appear on an advertisement), you can focus on benefits or features. “5.0 Digital Surround Sound Elite Plus Soundscapes” is a feature, but it doesn’t really communicate anything of value. “Feeling like you are smack-dab in the middle of your favorite movies” is a benefit, because it shows exactly how the product improves the prospect’s life. Focusing on features make people think you are trying to impress them. Focusing on benefits shows them how you actually help them and improve their life.
When someone buys from you, there is an implicit exchange of trust that happens. This is the very obstacle ALL of your marketing is trying to overcome. So why on earth would you cast that person aside once they buy? He/she is a prime target for further marketing. Don’t let all that previous hard work go to waste! Continue to build on that relationship. Use direct mail and email to show customers they get special benefits for being a customer (i.e. special savings, exclusive content, etc.).
5. Thou Shalt Not Lie
Lastly, get ready to have your best year ever! If you abide by the nine previous commandments, that is the trajectory you’re on. Of course, success doesn’t come overnight. Nor should you expect it to. BUT, the bedrock direct mail principles I’ve outlined above will help you generate consistent growth month over month – and that really adds up!
This is a holdover from the original 10 Commandments, but it is as true as ever. Don’t exaggerate the benefits of your product or service. That’s lying. Don’t claim to have “the best customer experience in the universe.” That’s impossible to know. Don’t say customers can return your product at any time and then give them the run around when they try to – you know – do that. Hype is bad, m’kay. It makes people think you’re shady, and not in the welcome, “get me out of this heat” way. In the “I don’t trust this company” way, which is bad. Very bad.
10. Thou Shalt Prepare for Crazy Success
If you need somewhere to start, I suggest requesting some free postcard samples from PostcardMania. Then whip out your calendar and start planning. Here’s to a killer year! ◘
6. Thou Shalt Not Mail Inconsistently Repetition is important. Repetition is important. Repetition is important. Savvy? My research and full-time results manager indicate that 3-5 mailings of the same card is ideal for success. For example, if you order postcards to 22 | IE ENTREPRENEUR
Joy Gendusa is the founder/owner/CEO of direct mail marketing firm, PostcardMania, based in Clearwater, FL. You can reach her at joy.gendusa@postcardmania.com March 2015
Small Business Real Estate Real Estate & the- Economy
Striking the Perfect Sale
Simple steps I follow when working with my clients can help new realtors, too By Andrew Villalobos, Realtor
I often relate other life situations to soccer and I feel like pricing a home is similar to hitting the perfect volley. You have to judge the flight and speed of the ball (market trends), know the position and movement of players around you(seller’s situation) and know the ball (type of home). I’ve played soccer my whole life and one of the hardest skills in the game is the Volley. The ability to strike the ball out of the air is extremely difficult to do but the feeling when you hit it right is something special. I often relate other life situations to soccer and I feel like pricing a home is similar to hitting the perfect volley. You have to judge the flight and speed of the ball (market trends), know the position and movement of players around you(seller’s situation) and know the ball (type of home). Correctly calculating these factors will lead to a much better transaction and experience for my clients which is always the goal. 1. Seller’s Situation and Timelines
or fairly stable? Are there any changes in lending on the horizon or that have passed recently. As a Realtor, it is my job to know and be able to discuss clearly what the market is doing and how that will affect the asking price of the home. 3. Your Home and Comparable Sales Lastly, it’s important to know the product that I am selling. Kicking a soccer ball versus a volleyball is as different as selling a craftsman versus a track home. I have to know the product and how it relates to other sales in the neighborhood. Different balls fly through the air differently just as home styles sell differently. Really understanding the inventory which includes homes that are for sale, in escrow and sold homes is incredibly important and most important of all is how the seller's property compares to these. Sellers, remember these factors when meeting with your potential realtor, and Realtors, remember these factors when meeting with your potential client. It’s your job to know the inventory and market trends and to supply your client with enough information for their situation as possible. If you play your part and they play theirs everyone will be happy at the end of the day. Good luck! ◘
In order to sell a home I need to prepare the property, market the property, receive and negotiate offers, and finally, see the escrow through to completion. Every person selling their home has a different situation which means that preparing the home for Seller A may take a few days whereas Seller B may take a few weeks. This is critical to understand when pricing a home or you could miss the ball completely. Sure I could price the home to get an offer in a day, but is that what you want? 2. Market Trends Once I understand the seller's time lines for when they would like to move or, ideally, when they would like to have the home sold, the next thing I look at are market trends. Are we in a market where prices are rapidly increasing, decreasing March 2015
IE ENTREPRENEUR | 23
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) 347-0701 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
Is it Spring and Job Reports Time Already? By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.
“There was a time not long ago in which 200,000 jobs added was considered a fantastic month. Now 200,000 may be considered a disappointment..” The Economy It sure doesn't feel like spring on the east coast. However, our calendar tells us that it is March and this week we have two important events -- Daylight Saving Time starts this week, which means we must turn our clocks forward and we have another jobs report being released. It seems like we just had a jobs report to comment on, but we must remember that February is a short month. The jobs data has been so strong lately, our guess is that projections are starting to creep up. There was a time not long ago in which 200,000 jobs added was considered a fantastic month. Now 200,000 may be considered a disappointment. If we continue to add jobs at the rate of 250,000 per month, it is possible that the Federal Reserve Board will raise short term rates more quickly than anticipated. Evidence the fact that rates moved up significantly during the week of the last jobs report. The move was not enough to shake the markets nor enough to deter consumers from purchasing homes. However, that does not mean another strong report could not move rates up another notch. The real estate data released in the past week was not especially strong with existing sales slightly lower than expectations and new home sales slightly higher than expectations. Even though the data was not strong, the numbers continued to be improved on a year-over-year basis -- thus the market is moving in the right direction and the very strong pending home sales numbers recently released confirms that assessment. March 2015
If you’re spending time with prospective home buyers who can’t actually qualify for a home mortgage, you’ve wasted your time and lost out on potential income. Wouldn’t it make more sense to concentrate your efforts on helping qualified clients that are serious about making a home purchase? A pre-approval can help ensure you’re doing just that. Pre-qualification vs. Pre-approval These terms are often used interchangeably — but there are big differences between the two. With a prequalification, the lender is performing a few checks on the prospective borrower’s finances to determine the home loan amount they may qualify for. A pre-qualification letter tells you how much the client will probably be able to borrow from the lender, if further examination supports the preliminary findings. For a pre-approval, however, the mortgage lender examines and verifies the client’s debt, income, savings, assets and credit report. The information must satisfy the lender’s underwriters that this client is a low risk and a good prospect for repaying the loan. Pre-approval is more vigorous vetting and a lengthier process than prequalification; buyers who submit to the process and are approved are serious buyers who are worth your time and energy. Putting Your Clients in the Lead Clients who can show a pre-approval letter to a seller are more likely to be seen as serious, potential buyers who can qualify for the loan and follow through on their bid. In a competitive market, the pre-approval letter can give your client the edge to help you close more quickly and easily. I am happy to process your home-buyers and provide them with a letter certifying that they are preapproved for a home loan, which you can provide as part of the offer. Plus, you’ll use the dollar amount noted in the letter to steer your buyers to homes that fall within their budget so you are both spending your househunting time wisely. Continued next page IE ENTREPRENEUR | 25
Real Estate&&the the Economy Real Estate Economy
Home Buyers Moving Shorter Distances Americans are moving shorter distances when relocating, and they are favoring suburbs and the Sunbelt region, hunting for lower density, more jobs, and cheaper housing. Many Americans are finding they don't have to go too far. Nearly half of county-to-county moves are less than 100 miles, according to newly released moving data from the Census bureau, which Trulia analyzed and combined with home prices, unemployment, density, and distance to see Americans' relocating patterns. Source: Forbes
Median Home Prices Rise Home prices posted solid gains in the fourth quarter of 2014, with the majority of metro areas seeing a slightly stronger price growth, propelled by tight housing supplies, low interest rates, and a strengthening job market, according to the National Association of Realtors®’ latest quarterly report. The national median existing single-family home price was $208,700 in the fourth quarter, up 6 percent year-over-year, NAR reports. The median existing single-family home price rose in 150 out of the 175 metro markets tracked – or 86 percent. By the end of the fourth quarter, 1.85 million existing homes were available for sale, which is slightly below the 2.01 million homes for-sale during the fourth quarter of 2013. The average supply was 4.9 months in the fourth quarter. “Despite affordable housing conditions in most of the country, an upward pressure on home prices still persists in some metro areas where the current supply of new and existing-homes for sale is failing to keep pace with overall demand and growing populations,” said Lawrence Yun, NAR’s chief economist. “Unless homebuilders significantly boost construction, housing supply shortages could develop and lead to further price acceleration this spring. Source: NAR
Strong Growth in Housing & Construction The missing piece may be falling into place for the U.S. economy. Housing-related employment, anemic throughout much of the current expansion, got a jolt in January. That's unusual, since bad weather tends to make it one of the weaker months for construction hiring. But last month the number of residential construction workers rose 12,500, a gain of 1.8 percent, the biggest one-month jump in percentage terms since 2002. Other categories related to housing jobs also showed strength. Specialty trade contractors, who've been in short supply, increased by 7,600 to the highest level since 2009. Wood product manufacturers added 4,100 employees, building materials stores another 3,700. Architectural and engineering employment, which includes home designers, increased by 7,800 to the highest level since 2008. And as more homes get built, more realtors will be there to help sell them. Real estate employment rose by 4,400. "If there is an industry that has an opportunity to surprise" in 2015, "it is residential real estate," said Neil Dutta, head of U.S. economics, Renaissance Macro Research, New York. "We see strong growth in housing and construction-related industries for both white- and blue-collar workers." Source: Bloomberg 26 | IE ENTREPRENEUR
WEEKLY INTEREST RATE OVERVIEW THE MARKETS: Fixed rates on home loans trended The Markets. Fixed close rates to rose again in levels the past week, upward, but remained their lowest of the year however they showed signs of leveling off. Freddie in the past week. Freddie Mac announced for the Mac week announced that for24,the30-year week ending February 25,3.83% 30-year ending December fixed rates rose to from fixed rates increased to 3.80% from 3.76% the 3.80% the week before. The average for 15-yearweek loans before. The for 15-year loans rose to increased oneaverage tick to 3.10%. Adjustables were slightly also higher, 3.07%. Adjustables were mixed, with the average for onewith the average for one-year adjustables increasing to year adjustables slightly rising to 2.44% and Afive-year 2.39% and five-yeardown adjustables to 3.01%. year ago, rising to 2.99%. A year ago, 30-year fixed rates to were at 30-year fixed rates were at 4.48%, which continues be over 4.37%, which continues to be more than 0.50% higher 0.5% higher than today's levels. Attributed to Frank Nothaft, thanpresident today's levels. Attributed to Len Kiefer, deputy chiefon vice and chief economist, Freddie Mac -- "Rates economist, Freddie Mac -"Rates on home loans rose for home loans were up slightly following a week of mixed the third consecutive week in February following solid economic releases. Existing home sales were down 6.1 housing indata. New home sales beat percent November to annual rate market of 4.93expectations million units, at an economists' annual pace expectations. of 481,000 units, from1.6 below New down home slightly sales fell 482,000last units in December, but up 5.3ofpercent from a year percent month to an annual rate 438,000, also below ago. Also, the S&P/Case-Shiller HouseGDP Price expectations. Meanwhile, the third National quarter real was Index rose 4.6higher percent overpercent the 12-months in revised sharply to 5.0 according ending to the final December 2014." Rates indicated do not include fees and estimate released by the Bureau of Economic Analysis." points indicated and are provided evidence trends only.and Theyare Rates do not for include feesofand points should not be used for comparison purposes. provided for evidence of trends only. They should not be used for comparison purposes.
Current Indices For Adjustable Rate Mortgages Updated February 27, 2015 Daily Value
Monthly Value
Dec Feb 26 23
Nov2014 Jan
6-mon Treasury Security
0.14% 0.07%
0.07% 0.08%
1-yr Treasury Security
0.26% 0.22%
0.13% 0.20%
3-yr Treasury Security
1.17% 1.04%
0.96% 0.90%
5-yr Treasury Security
1.76% 1.54%
1.62% 1.37%
10-yr Treasury Security
2.26% 2.03%
2.33% 1.88%
12-month LIBOR
0.622% 0.562% (Nov) (Jan)
12-mon MTA
0.128% 0.114% (Nov) (Jan)
11th District Cost of Funds
0.692% 0.671% (Dec) (Oct)
Prime Rate
3.25%
AmeriFirst AmeriFirst Financial, Financial, Inc., Inc., 1550 1550 E. E. McKellips McKellips Road, Road, Suite Suite 117, 117, Mesa, Mesa, AZ AZ 85203 85203 (NMLS (NMLS # # 145368). 145368). 1-877-276-1974. 1-877-276-1974. Copyright Copyright 2014. 2014. All All Rights Rights Reserved. This This is is not not an an offer offer to to enter enter into into an an agreement. agreement. Not Not all all customers customers Reserved. will qualify. qualify. Information, Information, rates, rates, and and programs programs are are subject subject to to change change without without will prior notice. notice. All All products products are are subject subject to to credit credit and and property property approval. approval. Not Not all all prior products are are available available in in all all states states or or for for all all loan loan amounts. amounts. Other Other restrictions restrictions products and limitations limitations apply. apply. License License Information: Information: CA: CA: Licensed Licensed by by The The Department Department and of Business Business Oversight Oversight under under the the California California Residential Residential Mortgage Mortgage Lending Lending Act. Act. of
Craig Craig Thomson Thomson ((NMLS#237679) NMLS#237679) Cell: (951) 347-0701 Cell: (951) 347-0701 // CraigT@amerifirst.us CraigT@amerifirst.us www.amerifirst.us www.amerifirst.us March 2015
IE Women Who Mean Business
Rikki Bauer
ZOEYLIFE PHOTOGRAPHY
Rikki Bauer
Manufacturing thermoplastic tubing for medical devices By M Malia Vincent-Finney Rikki Bauer is passionate about her employees, their successes and the work they do for the company she co-owns with her husband, Tom, Medical Extrusions Technology Inc. located in Murrieta CA. Rikki was a nurse before joining the company when the partnership did not work out. “This was my husband’s dream and I just came along to help,” says Rikki. That was in 1996. Since then, her “help” has led to MET manufacturing in three states and international sales and distribution of their products. Tom established the business in Murrieta in 1990 with his then-partner, to manufacture custom-designed thermoplastic tubing extrusions. The endusers for the tubing are in the medical, telecommunications, industrial and recrea
recreational sectors. In her role as vice president, Rikki's various duties include Quality and Manufacturing and overseeing all ISO 9001:2008 activities. “We have 38 employees here in Murrieta,” Rikki said. “We also have a facility in Minnesota and another in Texas. All three facilities are ‘stand alone’ facilities – meaning they are each a company by themselves and incorporated in the State where the facility is located.” How were the locations chosen? Murrieta was the first. My husband had worked in the area and we settled in Temecula and there was very little driving involved! The Murrieta facility is currently at 33-1/3 percent. There are plans to expand and increase that capacity in the near future.
Minnesota has a very large presence of medical companies so it made good sense to put a facility there. Minnesota was opened in 2007. The Texas location came about because we were introducing FEP Heat Shrink tubing. Continued on next page
IE Women Who Mean Business Continued from previous page
This is a different process than the other plastics we work with and takes a different type of equipment to produce. Texas is a very easy State to do business in and all the agencies there are very helpful and welcoming. We found a great building and opened up in 2006.
“
”
Don’t be 89 years old, sitting in a chair thinking ‘I wonder what if…’ My Grandfather told me ‘it’s not how many times you fall down, it’s how many times you get back up that really count’.
Has the growth of your business followed your expectations? When new developments arise in any of Yes – it has exceeded our expectations. the fields we work with there's always a We never even dreamed that we would large increase in business. It’s a great have three facilities in three states. position to be in. It takes quite a long time for a medical device company to Are there ever slow periods? actually have an approved device that I can’t really say that we have had ‘slow’ they can market for use in the medical period. Being a custom manufacturer of field for which it was designed. There is tubing for many industries gives us the ability to grow and move with the a lot of R & D that goes into a product economy. One field will increase,one will before it's approved by the regulatory decrease – so we stay at a very even level. bodies that they are working with.
Once it is approved, there is a sharp increase in the need for the tubing that we had been producing at the beginning of their projects. So when the medical device company is successful, we are successful. This is also true for telecommunications. What do you imagine yourself doing 10 years from now? Ten years from now – well, retired and playing with my grandkids and maybe great-grandkids! Sitting on a beach with a pina colada doesn’t sound bad either! What inspires you? What is your passion? I am inspired by how our small business is able to positively impact the lives of so many people by our customers developing medical devices – we only make the tubes and they develop them into amazing devices that save lives – how could you not be inspired by this Passion – people; I enjoy seeing our employees work hard, providing for their families, buying homes and enjoying coming to a place to work that makes them comfortable. After all – nothing else really matters in the scheme of things except people. If you did not have your company, what would you be doing? Probably going back to school for something What advice would give to a brand new entrepreneur?
Juana Galvan uses a toolmaker's microscope to inspect the critical dimensions of a custom tubing for a customer. ZOEYLIFE PHOTOGRAPHY
You are either 100% in or you are out. If you jump in – make it your passion to succeed. Don’t be 89 years old, sitting in a chair thinking ‘I wonder what if…’ My Grandfather told me ‘it’s not how many times you fall down, it’s how many times you get back up that really count’. ◘
IE Women Who Mean Business
Leticia Cano, PhD
Photo courtesy LETICIA CANO
Leticia Cano, PhD Making discoveries that improve patient treatment and care By M Malia Vincent-Finney Leticia Cano, PhD, is a scientist and medical researcher who is also a successful entrepreneur. She is the founder/CEO of Biomarker Profiles located in the Murrieta Innovation Center, Murrieta CA. Her company rents a laboratory space at Bio, Tech and Beyond in Carlsbad where she conducts small scale experiments.
knew what she wanted and who she was and pursued her passion. As a clinical researcher, she discovered the biomarker for RA, which means doctors can better diagnose and treat their patients.
She remembers being “fascinated by scientific equipment in science fiction movies” as a young girl. She also remembers being shot down by a faculty member who told her that because no one else in her family was a scientist, that her statement was “a stupid thing to say” and never to mention it again.
How would you explain what a biomarker is to a layperson?
At the risk of incorrectly translating what a biomarker is and what it does, I asked Leticia to explain.
The term “biomarker” has an interesting and controversial history. I will give you a simple explanation. As a result in advances in instrumentation, automation, and the availability of protein databases, scientists are able to look at many Fortunately, for millions of sufferers proteins in one large experiment. Scientists are then able to compare sample of rheumatoid arthritis, or RA, Leticia Continued on the next page
IE Women Who Mean Business Continued from previous page
proteins in healthy samples to disease samples to see what is different.
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Life science is difficult because it is so hard to find funding...You have to find something you like to do and is able to be funded.
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Initially, the molecules that are different were termed biomarkers. The discovery of a biomarker can be the first step in Leticia, third from left, better understanding disease, developing a new diagnostic test or a new treatment. It receives an award for is a long process to prove that a biomarker is disease-specific and useful her work with in the clinic. Controversy exists as to biomarkers. when in that process does a molecule Photo become a true biomarker. Does “bioscientist” correctly describe you and what you do? As the president of a small company, I do everything that needs to be done to start a project, maintain a project, and finish a project. Not just the science but also all the business. It is a lot of work. However, I enjoy doing the work. There are many different kinds of scientists. When I was working in the lab full-time, I would have described myself as a “translational researcher”. Taking discoveries in the lab to develop products for use in the clinic. Now that I run a company, I work with many different professionals and I describe myself as the president of the company. I remember hearing a talk by a woman CEO who said never say that you are a scientist when talking business because the men will not take you seriously. Since we have so much biotech in the area, I am not sure if that is true locally.
courtesy LETICIA CANO
Once we develop the pain test, I may look for employees or I may use the services of a manufacturing company. Using the services of other companies allows us to scale up very fast. Tell me about your networking group, Latina Scientists. I started Latina Scientists while I was at the National Institutes of Health and a member of the Association for Women in Science (AWIS). Phoebe Leboy, president of AWIS, started a group to investigate how AWIS could help increase the number of minority women faculty. A concern was isolation because the numbers are so low. I started the group to allow Latina Scientists to meet and interact with other Latina Scientists.
What is involved with your clinical Do you believe you were born a research? You mention the lab work is scientist? not onsite in Murrieta. Interesting question. I remember once We perform biomarker discovery to look writing that as a little girl, I was for molecules that may be important in fascinated by scientific equipment in disease. Biomarker verification to make science fiction movies. I also remember sure the molecules were identified are real a male faculty member who told me it and not to experimental error. Biomarker was a stupid thing to say and never validation to make sure the molecules will mention it to another person. If no one be useful in the clinic. Currently, we are in your family is a scientist, how else will developing a new test for pain you be exposed to the field? So yes, I biomarkers. The majority of the lab work believe I was born with certain interests is performed as a service by other life that made the study of science easier science companies. We perform small and fun. If you like an activity then you experiments in the Carlsbad lab. continue to do it and become good at it.
biomarkers. I had just found a biomarker for rheumatoid arthritis, so I thought I should start a company to help other people find biomarkers. Has the growth of your business followed your expectations? Things take a lot more time than expected. Life science is difficult because it is so hard to find funding. Also, products you think will sell may not. You have to find something you like to do and is able to be funded. Pain is a $27 billion dollar market so if we develop a great test, we should do OK. What do you imagine yourself doing 10 years from now? Tackling other discovery projects. So many diseases are in need of biomarkers. It is what I like to do. If we do very well financially, I may sponsor research projects. If Biomarker Profiles is acquired by a larger company, I might start a software company. Do something new.. What inspires you? What is your passion? People who fight disease inspire me. All the research that we do is for them. If you did not have your company, what would you be doing? If I had not come up with the idea of starting a biomarker company, I would have tried to stay in the Washington area and done something science-related.
How many employees does your Why did you decide to open your own company? company have?
What advice would give to a brand new entrepreneur?
I attended the first biorepository meeting by the National Cancer Institute at the National Institutes of Health. There was an auditorium full of scientists looking for b
Seek out business mentors and just do it. Not everything you do will be a success. If you fail at one thing, try something else. ◘
We have a network of small biotech companies and contractors that allows us to work with a highly specialized and talented pool of people.
IE Women Who Mean Business
Dione Moser Passionate about the success of others By M Malia Vincent-Finney
When Dione Mosher makes up her mind, things happen. Take the time her boss couldn't give her a raise – so she bought the company. Then there's the time she started looking for space for her business, and getting sticker shock when she found California real estate far more pricey than Grand Rapids, MI. When she learned fellow entrepreneurs were faced with the same dilemma, she resolved the lack of capital and created a space they could afford collectively and still base their businesses in a professional environment. Dione said it took a while to find the right location, But when she finally did, she had to convince the owner of the property. That took awhile, too. But he finally saw the vision, the Coworking Connection became a reality. The 5,000-square foot collaborative brainchild houses the eight founding business members and has space available on a monthly, weekly, hourly or day basis for entrepreneurs who don't require a full-time office but want to work in a professional environment instead of the local coffee shop or library. Dione opened Coworking Connection, her second business, in 2011. Her first company, Impact Marketing, was opened in February 1998. With this kind of tenacity it is easy to understand Dione was named Entrepreneur of the Year in 2013, by the Murrieta Chamber of Commerce. Continued on the next page
Above: Dione Moser DREW ORTIZ-CASTRUITA / IEE Right: Dione and friends in the lobby of Coworking Connection. Photo courtesy COWORKING CONNECTION
IE Women Who Mean Business What inspired you to open Impact? Impact was born when I wanted a raise and my boss told me, “I can’t pay you more, this company isn’t making that much. I would sell it if I could!” (So she bought the company). Well, that’s what I did with every cent of my parent’s retirement and an extra $10,000! (yes, I had nightmares of my parents living under a freeway because I couldn’t pay them back!) Sixteen years later Impact is doing more than just surviving, we are thriving! Impact Marketing & Design is a national company serving clients such as Spartan, BowlmorAMF, Brunswick, NASH, Glass USA, Reality Rally and many more. We help large and small businesses with find just the right identity/branding program within their budget to help them grow their business.
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I was seeing people start businesses not really having a clue what to do. Battling the odds entrepreneurs face, I really wanted to have a productive, collaborative space to help people create! I joined the two ideas together to create the concept of Coworking Connection. Has the growth of Impact kept pace with your expectations? In all honesty, Impact has done well but has suffered a bit. Running two fulltime businesses is very hard and it has been a balancing act. I am also a single mom so it has really taken me a few years to get it all balanced! I am so thankful for some pretty amazing people that have helped me along the way. I would NOT be here today without so many of them!!!
few other of my ideas for businesses into reality! I do get tired, but I really love what I do and all the people that I get to see or work with each day! What inspires you? What is your passion? People inspire me. I love working with people and being a part of helping them with their dreams. It’s exciting, inspiring, and just really amazing! So many people have helped me along the way and I hope I'm able to help so many people too! Pay it Forward, help others succeed and you'll always win! WIN-WIN! My passion lies in helping people thrive. Either with helping people develop creative marketing strategies or by providing a space for them to grow. I am thankful I get to show up every day and be a part of a much bigger idea!
Unfortunately, there are a lot of advertisers out there who are just looking for the sale and really not the end result which is to help the customer increase their business with strategic marketing!
I started Impact in Grand Rapids, Michigan, just two months after my son was born. It’s really quite the story but long. LOL I opened up a second office in Murrieta/Temecula in 2004. How did the idea for Coworking Connection come about? The idea came about when I moved here in 2004 and was looking for a location for Impact. Rent was crazy compared to what I paid in MI. I didn’t need a full time space, just a place to meet people and get out of the house (I kept my office in MI for my employees there so I didn’t want to pay for a second office) Coworking Connection provides the tools, resources and collaboration small businesses need to compete! By offering flexible work and meeting space to entrepreneurs it lowers their operating costs and gives them the professional image they crave! I'm a social butterfly so having an office of just me and an assistant didn’t allow me to fill my “make people smile” quota!
”
When the region's economy slows, how do you face the challenge?
If you did not have your company, what would you be doing?
The first thing people cut in a bad economy is their marketing. It’s hard to tell someone that this is the best time to increase their marketing! There is a GREAT ad in my church bulletin that really sums it up, 'WHY IS IT.' The last sentence is “….refuses to advertise believing it doesn’t pay. Later if business is poor he advertises it for sale!”
Well, if I had retired? I'd still be working! LOL! Sad I know. I'd maybe work from the road and travel a lot. If I wasn’t retired, anything that was working with people. Maybe working for a Chamber or a City for community development.
Unfortunately, there are a lot of advertisers out there who are just looking for the sale and really not the end result which is to help the customer increase their business with strategic marketing! I've seen way too many people taken advantage of. More often than not, there was no strategy, call to action or plan/campaign behind it.
The best advice is 'YOU’RE NOT ALONE!' So many people have been there and done that, you just need to be a little bit vulnerable and just ask! A quote by Nora Roberts I put up kinda sums it up: “If you don’t go after what you want, You’ll never have it. If you don’t ask, the answer is always NO. If you don’t step forward, you’re always in the same place.”
What advice would you give a new entrepreneur?
Where do you imagine yourself in 10 years? Surround yourself with great people who will push you through the whining Ten years from now, well I hope I have days! My mentors allowed me to cry several other Coworking locations and a briefly then pushed to get back on it! ◘
IE Women Who Mean Business
Su Pak
DREW ORTIZ-CASTRUITA / IEE
Su Pak Creating the one resource for all things fun in the Inland Empire By M Malia Vincent-Finney
I wanted to create a “resource and online hub where folks could visit to find out all the good times happening in the Inland Empire. That’s why our tagline is “The Inland Empire Good Time Guide.
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Su Pak loves living and working in the Inland Empire. So it follows she envisioned creating a resource of entertainment, recreational, and cultural activities for residents and visitors to the inland region.
“This is my first business venture,” Su said. “I’ve worked in advertising, marketing and web development for over 10 years, but during that time I was building this business. I called it my '59' job.”
In 2012, Su, a social media maven and first-time entrepreneur, established IEShineOn.com, an online resource with instant access to all things fun, fanciful, food-ilicious, and family friendly going on throughout the IE.
“I started IEShineOn.com in 2012. I wanted to create a resource and online hub where folks could visit to find out all the good times happening in the Inland Empire. That’s why our tagline is 'The Inland Empire Good Time Guide.' So, no matter what you defined as your good time, whether it’s the arts, eating out, baking, etc., the website would have something for you.”
With a degree in advertising and marketing, Su has successfully applied her education, knowledge, and experience to the development of her business which is based in Upland CA.
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IE Women Who Mean Business “I knew it was important to create a brand identity and voice, so while the website was being built I decided that I needed to get the blog and social media presence up and running. The blog and social media pages launched in 2012 and then the website launched in 2013.”
and the citrus industry. We have so much great history here that helped shape Southern California. I wanted our brand identity, name and logo to reflect that. Also, I wanted to fight the negative connotation the Inland Empire has to so many people inside a and outside this region. So, I came up with a name that depicted positivity and a logo that was bright, fresh and inspired growth.
"Su Pak interviewing N7 Creamery co-owners Andrew Bingaman and Michael Mascaro for IEShineOn.com 'Homegrown' feature. Photo courtesy IEShineOn.com
Our target audience is predominantly women and moms, 25-45 years old. Our largest reach has been in the cities of Riverside, Corona, Rancho Cucamonga, Ontario, and Claremont. What is the company's mission?
Has your company's growth kept pace with your expectations? No, and I’m glad it didn’t. I look back on my plans for the website and realize that I was dreaming too small. Over ten years ago, I would never have imagined that I would not only grow IEShineOn.com, but also create a signature family friendly event (The Inland Empire Cupcake Fair, 'Cupcakes for a Cause.'), acquire InlandDeals.com and build an advertising network partnering with other hyper-local publishers like LifeinCorona.com and KMET 1490 AM. Does your business have slow periods? Sure, every website sees a slump in traffic for certain months. I’ve met this challenge by listening to our audience and asking them what they want to see from us. I found out a couple years ago that there was a dip in traffic in February, so I decided to create an Inland Empire Valentine’s Day Guide and release an Inland Empire Most Romantic Restaurants Guide. This gave us a big boost, especially with SEO.
“Back in 2004, when I started the planning, there wasn’t any one online hub you could go to for events in the Inland Empire. You had to look at city websites, newspaper websites, community publications…it was all over the place. I was naïve at the time and thought, “I should create a website. That’ll be easy. HA!”
IEShineOn.com, 'The Inland Empire Good Time Guide' TM is your friendly online resource for all good times in the Inland Empire. We share the best local events, dining, attractions and more.
Was your business capitalized?
Our second mission is to contribute to the cultural and economic well-being of this region. It is our goal to create and promote jobs and business opportunities, Su Pak at photo shoot with Inland Empire Cupcake Fair as well as, donate our Judge Sara De Leeuw (left) and 2014 Most Popular various resources to local Cupcake Winner and Food Network "Cupcake Wars" organizations that winner Desiree Massei. Photo courtsey IEShineOn.com contribute to the life and culture of the Inland Empire. We recently redesigned the website and re-launched in December 2014. The These missions have guided the growth of website has evolved to more of an Inland the business, especially when I decided to Empire lifestyle magazine, with features create the Inland Empire Cupcake Fair relevant to our readers, based on the “Cupcakes for a Cause.” This family fun knowledge we picked up while running event brings together our missions to our blog and social media profiles. contribute to the economic and social well-being of the Inland Empire. Continued on the next page
I started out with a business plan that has since gone through many iterations. I funded my company with personal funds and savings, and also with a loan from my parents. When I first started planning for the business I decided that a website would be a more cost effective way of creating a publishing business. Not cheap, just more affordable than a weekly or monthly print publication. How did you come up with the name? I came up with the name, IEShineOn.com with two thoughts in mind. First, the Inland Empire has a deep-rooted history with agriculture
IE Women Who Mean Business What inspires you? What is your For example, a majority of our audience passion? is women, mostly moms who are interested in family fun activities. So, we This region and its people really inspire me. All the great people and businesses launched a SoCal Families feature. here keep pushing me and my team to We also know our audience loves food continue sharing and telling the Inland (like I do), so we launched our feature Empire story. Taste – Musings of the IE’s Food & Drink For example, we created a new column Scene where we review some of the best called “Homegrown,” where we share restaurants in the Inland Empire. the inspiration and passion behind a successful Inland Empire business. Where do you see yourself in 10 years? Our first “Homegrown” showcased N7 A year from now, I plan on having an Creamery, Café & Bakery in Rancho actual brick and mortar office for Cucamonga, recently voted #1 coffee IEShineOn.com, with more paid staff shop and #1 bakery by IE Hot List. dedicated and passionate about sharing The\ events and attractions in the Inland I got to spend the day with the family Empire. I also plan on creating more and team behind the business. We even partnerships with hyper-local publishers took a detour to an organic farm they and really growing the deals and coupons work with, so that I could really experience their farm-to-table business in our InlandDeals.com site. model. It was a great experience and a Ten years from now, I hope story I’m so honored to share.” IEShineOn.com has partnered with a large Southern California publisher that will allow us to really show off all the great things happening here in the Inland Empire. Also, hopefully, within ten years, IEShineOn.com will produce more family friendly community events like the Inland Empire Cupcake Fair.
If you did not have your company, what would you be doing? If I did not have my own company I would probably have continued working my corporate marketing job in LA or go to grad school for marketing and business.
My background is advertising and marketing and I enjoy almost every aspect about it. I enjoy it so much and am inspired by the industry, that this year, I became President of the Inland Empire chapter of the American Advertising Federation. But there was something that kept pushing me to pursue IEShineOn.com and I couldn’t shake it. And I’m glad I didn’t. What advice would give to a brand new entrepreneur? 1. Get ready for the hardest journey of your life. If you’re just an idea man, you’re going to have a tough time. You have to be willing to stuff the envelopes, pass out fliers and do so much more to get where you want to go. 2. Learn. Connect. Grow. Read everything you can about your business, your competitors, marketing, etc. then absorb and apply. Connect and network with as many people who are willing to listen to you talk about your business. Grow – more like growing pains. Be ready to be humbled and get back up because starting a new business will push you to limits you didn’t know you had.” ◘
IE Women Who Mean Business
Joan Rudder-Ward
As a creative, Joan Rudder-Ward has never lost her curiosity of things. There is always something new to see, to learn, to tackle, to create, to experience. These are important traits to have for an artist who is also an entrepreneur. Because she does more than photography, I asked Joan what she answers when people ask her what she does? Her response was, “I use visual arts to help companies and individuals thrive.”
JOAN RUDDER-WARD
Joan Rudder-Ward Professional photographer, educator, entrepreneur, marketing consultant, and budding screenwriter By M Malia Vincent-Finney
More precisely, Joan uses her talent and expertise to empower others. Her most recent photography workshop was for young women who were interested in pursuing photography as a means for self-expression. For several of the girls, this was their first time behind a camera that was not a cell phone, and looking at the world with an artist's eye for composition.. Joan calls one of her newest ideas for her business “transformational images,” into which the viewer can place themselves and have Joan create the reality they see for their past, present or future. Continued next page
Sweet Columbine
IE Women Who Mean Business Photography with Purpose is one resource that helps fulfill the mission of The Positive Image Network. At Photography with Purpose, we work with youth (and adults) in using photography to: Bridge – communication and relationships
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Build – self-value, self- confidence, leadership skills
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Heal – self-esteem, vision for the future
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Moonlight Sonata
All art photography by JOAN RUDDER-WARD
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Was opening your own business always your goal? Once I knew visual arts was the way I wanted to go… yes! Have you worked in any other field besides photography? I've worked in the customer service field for several public organizations/ companies. I was a meter reader with Southern California Edison, a customer service representative for Pacific Bell, and an emergency Dispatcher for police and fire departments. I know you also have several businesses and a nonprofit. Tell me about each of these. Image Maker Visual Communications/ Picture Your Success, established in 1985 as the Image Maker Photography Studio, name/focus changed to encompass more than just still photography in 2001. I also incorporated more video, and marketing consulting Though my photography business started as a full-service studio, covering all genres of photography (high school seniors, children, families, headshots, weddings, etc) , today I mostly focus on commissioned portraiture and fine art.
We do this through instructional workshops, intuitive photography sessions, and other photography-based programs that we offer.
Picture your success is part of Image Maker Visual Communications, and through it I work with a team of creatives-- providing media services for businesses and other professional organizations– creating professional films and still photography; graphic design services, and marketing consulting.
Our photography assignments and projects are designed to challenge their creativity and abstract- thinking skills, and to get them thinking about their future and how they can make a difference in the world around them. The power of visualization is incorporated with storyboard creation and photo-journaling.
Photography with Purpose started in 2005. It is associated with my non-profit, Positive Image Network, a 501(c)(3) with the mission to provide resources and information that will support parents, caregivers, teachers, and mentors in nurturing the personal development of girls and young women in helping them to:
Adult and business/organization groups also benefit from our creativity-based programs. .
Build leadership skills
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Develop and maintain self-confidence and healthy self-esteem
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Cultivate and grow a positive image of self
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Discover individual gifts and talents
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Slumber in the Land of Sweet Baby Dreams
The workshops and classes that we offer can be customized for your group. Photography and/or creative expression are the foundation for all of the classes that we do. I also train other photographers in using the program that I developed.
IE Women Who Mean Business What is the overall mission for your business?
Why did you open your companies when you did?
The mission of my business is to be an inspiration and a resource to others who want to pursue entrepreneurship, on what ever level they want to do that. I believe that we all have something within our hands that we can develop to provide financial resources to us personally, while providing an needed service or benefit to community.
For me, it was just a matter of the timing being right, which in essence means, key things fell into place at the same time.
and short films; doing more in mentoring and education; living in the midst of my own botanic garden, teaching my grandchildren the love of art, music, and gardening. And probably by then, fulfilling the goal of backpacking across Europe.
Has the growth of your business followed your expectations?
What inspires you? What is your passion?
No, it has not. I've been in business since 1985, full-time since 1990. I've have learned that you can try to cover all the bases but you may face times when a multitude of things come up that you have no control over. Such as a child developing a long-term illness, a divorce, key people that work with you having serious issues in their own personal lives that affect their commitment, industry changes. I've experienced all of these. I've learned to adjust my expectations, roll with the punches there have been a lot of ups and downs. I've learned not to be White Dahlia har myself for the things I didn't hard on What is your personal mission as an accomplish growth-wise, but just keep moving forward artist? My personal image as an artist is to produce a creative piece that will capture the spirit of the person or the organization I’m creating for-- and that through that interaction of us working together, the experience itself along with the finished product, will give them even more insight into themselves and their own value. What do you love most about what your company? I love that I can work as the consummate creative that I am, and that while doing so, we can positively impact others. If you did not have your company, what would you be doing? IF I didn't have my company I would be doing the same things I do now... creating art, volunteering in my community, teaching what I know, training upcoming entrepreneurs, traveling, ... and I'd probably start another company of selling baked goods --and be running a community garden for children.
What inspires me is this--- seeing potential in someone; bringing it to their attention and encouraging them in that potential; having them grasp the vision that YES they can do this thing--, and then seeing them pursue it. My passion (in addition to creating art and music) is helping others discover their God-given talents and abilities, and recognize how valuable they are to this world, and how they can make an impact for the good. What advice would give to a brand new entrepreneur?
Have a support system of seasoned entrepreneurs.-- some entrepreneurs rely on what they call an 'advisory board.' which consists of a people they run things by, talk to when they need What do you imagine yourself doing advice and encouragement, etc. . Be a 10 years from now? part of your chamber of commerce, Ten years from now I imagine myself networking groups. Look to see what creating even more awe-inspiring art you can do for others beyond just trying than I do now, both in still photography to get business for yourself. â—˜
IE Women Who Mean Business
Sisters Adrienne Russell, Andrea Russell and Allison Metoyer-Lott
DREW ORTIZ-CASTRUITA / IEE
The Cookie Jar
Three sisters with entrepreneurism in their DNA By M Malia Vincent-Finney Who doesn't love cookies? Especially when they're big, thick, chewy, and did I say big? Chocolate chip, peanut butter, and cookies and cream! You name it, and The Cookie Jar sisters can bake it! Andrea Russell is officially known as “The Cookie Lady.” The Cookie Jar specializes in custom homemade and unique specialty cookies, baked to order. Andrea says it's as easy as choosing your cookie dough and as many “mixers” as you like and you have your own custom cookie creation. Andrea and her sisters, Adrienne Russell and Allison Metoyer-Lott started The Cookie Jar in 2014 in Fontana CA.
Did you an your sisters start The Cookie Jar together? I am “The Cookie Lady” and my sisters’ names are Adrienne, “The Money Lady” and Allison, “The Promo Lady.” I recently moved back to California from Nevada, and I had this idea about starting a custom cookie business. My sisters and I come from a family full of entrepreneurs, so when I pitched my idea to them, they were all in! Why cookies? Cookies – because EVERYONE loves cookies! I have been baking cookies ever since I was a little girl. Continued next page
IE Women Who Mean Business
Chocolate chip, cookies and cream, peach, specialty packages
Continued from previous page
What is your company's mission?
I would sell batches to my uncles for $5. Our mission is to give you fresh, I guess I was following in my mother’s homemade cookies, created just for you, footsteps even back then. the way you like. What inspired The Cookie Jar? We are located in Fontana. We are a The Cookie Jar started as a project I was licensed cottage kitchen operation, working on for my final course required which allows us to produce in home and for my Bachelor's Degree. I put together sell our fresh baked cookies directly to a business plan and researched the the public, and we are also able to offer market for this kind of business. When I our products for resale. shared my business plan with Adrienne to review, she realized it was a really good Was the business fully capitalized? idea and encouraged me to move forward The Cookie Jar is being funded as we go with starting The Cookie Jar. We started along. We put money into developing the company in 2012 unofficially - I was our logo and purchasing our baking living in Nevada at the time. I moved supplies from our own pockets. The back to California in 2013 and we started good thing about this business is preparation to get The Cookie Jar off the because we are a licensed home-based ground. We officially opened for business operation, there is little overhead. We in 2014. are able to purchase our supplies as we go to meet our customers' needs. Was opening your own business always a goal? Did you always know What experience do you and your you would own a business together? sisters bring to The Cookie Jar? We come from a family of small business owners. I always thought we would all take over my mother’s company at one point. I think deep down, we always knew that we would do something together. Our mother was a small business owner and she taught us early on the benefits of owning your own business. When the opportunity arose to start The Cookie Jar, there was no question that we would be doing this together. Are these your proprietary recipes? All of the recipes are developed by me. Adrienne and Allison assist with creating flavor ideas, and I develop the recipes to make them happen.
Both Adrienne and I have a background in Human Resources and Business Management. Adrienne was the HR Director for our mother’s company, and also oversaw operations. Allison also worked for our mother’s company in sales and marketing. So for The Cookie Jar, I am the baker and I assist with some of the administrative duties, Adrienne handles all of the financial and logistics planning, and Allison handles sales and marketing. The Cookie Jar is a part-time operation now. Allison works in the medical field, and Adrienne and I work in the Human Resources field as our full-time employment.
Photos courtesy THE COOKIE JAR
How do you market and advertise? We primarily advertise on social media. We have a Facebook page, “The Cookie Jar Fontana,” Instagram, “@thecookiejaronline,” and Pintrest, “tcjonline.” We have gained most of our customers through social media and word of mouth. Our online store gets some traffic, but most of our business comes from word of mouth so we take a lot of orders outside of our website. We are currently only doing advertising through social media, but we do plan to do some direct marketing to businesses in the Inland Empire and Los Angeles areas. I know you sell at the Farmers’ Markets, but is The Cookie Jar primarily an e-commerce business? Will you also sell in grocery stores? We recently began selling at Farmers’ Markets, but our ultimate goal is to have a brick and mortar store where we can provide a relaxing environment for our customers to enjoy their cookies! We have thought about selling our cookies to retail/grocery stores, but we are still very small. We would need to develop a plan of action to handle that type of production without sacrificing our homemade taste. What is the eventual goal for the company's growth and expansion? Our goal is to have a brick and mortar store one day. Until then, we will continue to explore options for farmers' markets and special pop-up community events. We also plan to start shopping our products around to small stores for resale.
IE Women Who Mean Business Our goal is to have a brick and mortar store one day. Until then, we will continue to explore options for farmers' markets and special pop-up community events. We also plan to start shopping our products around to small stores for resale.
What do you do when you receive huge orders?
What do you imagine yourselves doing 10 years from now?
The Cookie Jar has changed all of our lives tremendously. We now spend as much time together as we did when we were kids growing up. We have lots of late nights and early mornings together, and we all put 100% into wherever we can for this business. We are teaching the children in our family the value of hard work, and teaching them how to run a business of their own.
Ten years from now I imagine us owning several brick and mortar locations.
Do you have slow periods? If so, how We do all of our own baking in a cottage do you deal with this? kitchen. It is a task to handle mass production, but planning is key to We do have slow periods. During our making sure we produce and deliver. For down time we focus on product example, we had to make over 1,000 development and exploring other cookies for the Thanksgiving Holiday. opportunities for our products. Believe it We planned out our production cycles or not, we all have full-time jobs! and coordinated with customer delivery/ Eventually we will have to scale back our pick-up dates and everything went jobs to focus fully on growing The smooth. We have helpers that will assist Cookie Jar. with preparation and packaging. Has the growth of your business What do you love most about your followed your expectations? company? Our business is growing slowly but surely. I am comfortable with the level of I love baking – and I love sharing my growth because this type of commitment creations with others. I also love being only gets bigger as business continues to grow. able to give our customers exactly what they want, and develop relationships.
Adrienne: For me, it’s not “what” but “who” inspires me and that would be our Mother, Treva. She laid the pathway and instilled in us the entrepreneurial spirit and we all possess today. My passion is my Family; and giving back by helping others in any way I can.
Everyone wants to have something they can say is for their children. For me, The Cookie Jar is just that. I have put my heart into doing what I love, and I will work hard to turn this into something that my kids can one day take over and run themselves.
What advice would you give to a brand new entrepreneur?
We have already moved in the direction of providing corporate gifts - one of our customers is a local hotel and they purchase our cookies to give out as gifts to some of their vendors and partners. We plan to expand our marketing efforts in that area as well.
From The Cookie Jar NUTELLA STUFFED CHOCOLATE CHIP Chocolate Chip Cookie stuffed with ooey, gooey, delicious Nutella! Available with or without chopped pecans. ALLI'S COFFEE COMMOTION Coffee flavored cookie with toffee, almonds, pecans, and chocolate chips!! ZAARON'S COOKIES 'N CREAM Creamy vanilla cookie dough with real Oreo cookie chunks, topped with a piece of Hershey’s Cookies ‘N Cream candy!! GROWN FOLKS COOKIES Cognac and Cola Hot Chocolate Irish Cream Mojito Madness Kahlua Chocolate Chip
What inspires each of you? What is your passion? Andrea: I am inspired by people who give all they have for what they believe in. My passion is building lasting relationships and helping people achieve their goals.
Allison: I am inspired by my Son who continues to give me the strength to achieve my dreams and aspirations. My passion is living life to the fullest! If you did not have your company, what would each of you be doing? If we didn’t have The Cookie Jar, I think we would all still be working our 9-5 jobs until one of us came up with a bright idea!
Follow your vision – don’t cut corners, and give your dreams all you have! ◘
IE Women Who Mean Business
Kelly Smith stands by a solar array.
Photo courtesy AMBASSADRO ENERGY
Kelly Smith Renewable energy as a viable alternative for the environment and returning veterans By M Malia Vincent-Finney
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Solar has had a few lives. This time, political policy got firmly behind it, and it has exceeded my expectations. Now, I frequently say that 'the solar train is out of the station.' It has become mainstream, makes perfect sense, is affordable and gives consumers a great buying experience. What’s not to like?!
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Kelly Smith found a way to double her passion for solar energy. Not only was she inspired to pour this passion into her company as the co-founder and president of Ambassador Energy, Inc., a leader in solar technology education, but she also co-founded an IRS 501(c)(3) California nonprofit organization which trains and certifies veterans in the field of solar energy. The Veteran Asset has become a leader in workforce development and retraining to benefit the region's returning veterans and their families.
talks about the business and NPO. A sign at the Ambassador headquarters in Murrieta CA designates the building as The Mothership which gives everyone visiting the site a snapshot of the caring, nurturing nature of the co-founder. Ambassador Energy trains and certifies their personnel. I see the company is about far more than the installation of solar systems.
We have trained thousands of solar professionals over the years. Many are existing contracting firms or come in Kelly's enthusiasm and dedication as entrepreneurs. That group usually for her work is clear to see when she stays on their track. Continued next page ta
IE Women Who Mean Business is only nine or 10 years old, I have emerged from a diverse background. Originally, with my Broadcast Journalism degree from Southern Methodist University in Dallas, TX, I thought I would take the route, and did for a time. But when I landed in California in 1990, I knew that I wanted to take a more entrepreneurial route. I have dabbled in advertising, Ambassador Energy headquarters at 24630 Washington finance and real estate, but Avenue in Murrieta. Below: Ambassador Energy College. truly found my niche in Photo courtesy Ambassador Energy renewable energy. However, when we train military veterans Has the growth of your business for The Veteran Asset, we have a kept pace with your expectations? significant percentage who get attached to the Ambassador Energy culture and Solar has had a few lives. This time, apply to work with us. That is how we political policy got firmly behind it, and built our all-veteran installation crews, it has exceeded my expectations. Now, I frequently say that 'the solar train is out and they are wonderful! of the station. It has become In a television interview, you said you mainstream, makes perfect sense, is took a year prior to opening the affordable and gives consumers a great business, to develop the “road map” buying experience. What’s not to like?! on which the business model is based. Are there ever slow periods in your What inspired you to set your sites on industry? If so, what do you do? establishing Ambassador Energy? Oh, my goodness, yes. And, every year, I We were involved in renewable energy in think I can change them! Suffice to say that we were custom home builders, with that there will always be buying seasons. an emphasis in energy efficiency. When For solar, it is the moment you get your we saw the economy was shifting, we first big utility bill of the season until the chose to continue down the path we weather begins cooling in late fall. When found most exciting and jumped headpeople realize they can take advantage of first into solar. the 30% tax credit if they buy before Was Ambassador established in year-end, we see a final push in Murrieta ? Are there plans to expand? December. My company deals with it by ignoring my eternal optimism that 'this We love our community and felt very year will be different' and we plan for the strongly about opening our brick and short slow-down. mortar business in Murrieta, as this is where we live. We searched long and hard, and, in 2009, settled on a location in Historic Old Town Murrieta in our 4,400square foot space. Our family of 25 employees operates out of this location, but we have realized that we are bursting at the seams. We will soon be moving to a 10,000-square foot facility in Murrieta. Have you always worked in this industry? Since the solar industry, this time around,
What do you imagine yourself doing 10 years from now? If you ask me about a five-year plan, I will say 'onward and upward…power on!' Since you asked and I am now 51, my 10-year goal actually includes retirement. I have a million hobbies and philanthropic endeavors, so I won’t slow down. I will just do things on my own time and shift my focus. I recently cofounded The Veteran Asset, a nonprofit 501(c)(3) company putting veterans to work within the solar industry. That will keep me interested and busy for many years to come. I also work with local charities and continue to exercise my passion for rescuing dogs. If the stars align, my ranch on the Santa Rosa Plateau will become a rescue / foster facility. But, don’t tell my husband. If you did not have your company, or NPO, what would you be doing? In addition to my philanthropic work, I would enjoy a lot more painting, writing, designing and yoga. I would go to more workshops and spiritual retreats and travel more. What advice would you give to a brand new entrepreneur? Take lots of time to craft your vision. Look at it from all angles, find mentors, and be very specific when drafting your business plan. Write a high-level, passionate statement about your vision, on which you may reflect, when needed. When confronted with difficult decisions, ask yourself, 'does this map to my vision?' Keep your vision simple and your energy high. ◘
IE Women Who Mean Business
S u e Ye o m a n an d S e r i f i n a B ar r i e
P h ot o s c o ur t e s y S U E Y E O M A N a n d S E RI F I F I NA B A R R I E
Sue Yeoman & Serifina Barrie Your town, your way By Mike R. Jackson, CPP, CSM
We use a minimum “ staffing for all three publishers,” Sue adds, “the magazine allows me to express a level of creativity, providing me with growth and learning experience in addition to the using my marketing degree.
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They collaborated on a publication to We have many publications originating in the Inland Empire. enhance the community's shopping One of the most useful and professional experience, and titled it, Your Villa™. looking is Your Villa™ a home and shopping guide, referred to by many “Serafina and I met when we started throughout Southern California. our territories with the quarterly magazines,” Sue said. “We worked as It began in Moreno Valley in 1999. Sue independent sales representatives Yeoman left her banking career to she in Riverside, and I, in Moreno become more involved in her Valley. After using the quarterly community. She did this by writing a format for a couple of years, we home and shopping guide. separated from that program and established the Home and Shopping Sue met a kindred spirit in Serafina Guide, the precursor to Your Villa ™ Barrie, who had left an ad sales position, magazine.” and had begun to write guides for local Continued next page chambers of commerce and colleges.
IE Women Who Mean Business A collective collaboration, they adopt a functional yet unorthodox business model. It has proven successful and they continue their “loose” business association. They are not, nor do they want to be, a franchise publication, which would involve more time investment than they desire. The bi-monthly publication evolved from one, into several with each issue specific to the needs of the community. Sue, Serafina and, Serafina's son, Dion Denti, are drawn to serve the communities they represent. Your Villa™ focuses on local small businesses and uses online video, coupons, weekly email blasts to get their publication in front of readers. “We use a minimum staffing for all three publishers,” Sue adds, “the magazine allows me to express a level of creativity, providing me with growth and learning experience in addition to the using my marketing degree.” Sue, Serifina and Dion publish under the YourVilla™ banner, but operate independently of each other. Sue is the owner/operator of Sky Publishing™ and covers Moreno Valley.. Serafina operates Serafina Barrie Publishing, focusing on Home, Health & Luxury Living for Corona/Wine Country (Temecula), Desert Cities, East Valley and Riverside. Dion owns Dion Denti Publishing and is responsible for the Foothill Cities, Orange County and San Diego areas. Sue and Serafina admit they “…have developed a positive reputation for being on time, with few errors and good quality” without falling behind. Most business is based on repeat customers.” They are not so big as to forget their customers. They are proud of their successful advertising relationships. During the economic downturn of 2008-2010, their home improvement advertisers dropped. They decided to take a risk and invest more into the magazine, increasing its size to the current dimensions, and adding more luxury based content. The gamble paid off; they became a lucrative publishing team. Sue and Serafina are at a comfortable position with their magazines with future expectations to develop beyond their print and web presence into social media. They meet occasionally for brief conversations about the publication but they operate independently. If they did not have the magazine, they would be writing in some other capacity. In ten years, they imagine themselves either retired or still writing.
Their bottom line is integrity and doing the best for their customers. Sue and Serifina are inspired by working with the community. In 10 years, they imagine themselves retired, preferably, or doing the same thing. They recommend future entrepreneurs should know their business and marketing plans, and know all the jobs involved in the business. They know from their success what it takes to flourish. ◘
Magazine cover images courtesy YourVilla™
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Business Development / Strategic Planning
Business Safety
Workplace Violence Intervention Identifying the Potential for Violence By Mike R. Jackson, CPP, CSM
There are many small businesses that may never experience an incidence of workplace violence. I hope this is your business. Nevertheless, never say never. Violence is defined as an intentional action to physically harm or intimidate another. This includes a wide range of activities that have touched the lives of all of us, at one time or another. Violence upsets our expectations of a safe working environment. Being prepared for an unexpected occurrence is just a wise choice for a small business owner to consider. Small businesses that serve the public in physical locations, such as a restaurant, retail store, beauty salons, gas stations, and convenience store, should have a broad understanding of what workplace violence is, how to prevent an occurrence, and what to do in case an incident does happen. The same rule of thumb goes for small companies who serve contractors or suppliers and also for small businesses in office environments, where clients visit or staff interact daily. Each of these scenarios has the potential for workplace violence. Workplace Vulnerabilities to Violence Most workplaces have vulnerabilities in which potential violence can occur. Some of those weaknesses are more obvious than others. March 2015
This includes, but is not limited to, poor visibility of the premises, poor lighting, direct entry from the street, no alternate route of escape, no security measures in place to deter outside influences, no onsite policies prohibiting acts of violence. For some small businesses, such as security management, safety trainers, asset security, security systems, it is their job to anticipate some form of violence based on their industry classification. Types of Violence There is no guarantee you will not be directly exposed to violence at your job site. It depends on what you understand is violence, which is any type of disruptive behavior against another person, in an otherwise productive environment. There are varying levels of severity to consider from a threatening look that can intimidate, to an action that causes the loss of life. These types of violent acts are categorized as physical, sexual, psychological, deprivation or negligence. The first thing that comes to mind for many is a physical incident since it shocks the normalcy and receives the most media attention when they do occur. But no, it does not mean a SWAT team call-out every time violence occurs. Various types of violence or behaviors do not necessarily mean a disgruntled employee will be going to work with a firearm.
A violent incident can arise from a simple issue, such as a disagreement, a misinterpreted gesture or comment to the wrong person. Emails can evoke an angry response. Intimidation or bullying in the workplace is a common occurrence that goes largely unreported. How often do we hear of someone just threatening someone without actually causing any harm but just instilling fear into the person or persons? Workplace violence does not happen overnight. It is a build-up of negative feelings over time. If not reported or addressed early on, the ultimate release of the pent-up anger and emotions can be dire and fatal. Domestic Conflicts Conflicts with family or friends can overflow into the workplace. Domestic violence, once thought to be only a home-based situation, is now towed into the work environment. Human resource representatives, concerned about company liability, are hesitant about getting involved in an employee’s private life. Having an irate and hostile boyfriend or girlfriend, spouse, ex-spouse, neighbor or some other individual coming on to the work premises with the intent of causing an altercation or more, poses a threat to their target and to employees, customers and clients. Continued next page IE ENTREPRENEUR | 47
Business Safety Types of Workplace Violence
Type III: Employee/Former Employeeon-Coworker and/or Supervisor
Type V: Terrorism/Hate Crime
Although not an official violence This category is between current or type, I believe it should be since it has former co-workers, motivated either by involved our workplaces. revenge, being disgruntled or due to Violence inspired by the ideals of an medical condition. individual or group to further their Type I: Armed Robbery Occupations most associated with beliefs, in religion, politics or other Violent acts (robbery) by criminals, this are the healthcare industry. Doctors, agenda. Their objective is to use fear to who have no other connection with the nurses, nurses-aides and volunteers are implement changes to their own benefit workplace, but enter to commit robbery, the most threatened. They interact with a and satisfaction. money and/or goods, or another crime. variety of situations, specifically The Fort Hood incident, for This type usually involves convenience involving psychiatric patients, emergency example, one side claims it as workplace stores, taxicabs and assaults on police rooms, admissions or acute care units. violence and the other terrorism. I and security officers. 5-10% of the homicides occur here. consider it a terrorist act of workplace 75 – 80% of violent incidents violence. Type IV: Spouse/Intimate Partner-onoccur from this category Employee Naturally, most workplace violence 60% of the homicides occur here Someone who does not work there, events will invoke terror on those who Type II: Customer/Client-on-Employee but has a relationship with an employee. are victimized. It is not that far of a /Supervisor Because of the relationship, there are reach for the government agencies Violence (varied forms) directed at chances of recognizable warning signs to investigating these events to incorporate employees by clients, customers, patients, be considered, develop options to terrorist acts as another type of students, inmates, or any others for minimize or prevent altogether a violent workplace violence. ◘ whom an organization provides services. situation. The hang up, getting involved parties, or friends of those parties, to Mike R. Jackson, CPP, CSM, is the principal 75 – 80% of violent incidents speak up about the situation. of Security Research Group. He can be reached occur from this category at mike@SecurityResearchGroup.com. 5-10% of the homicides occur here 30% of the homicides occur here The Federal Bureau of Investigations describes the division of violence as four categories:
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March 2015
Business Safety
Regulatory Compliance Nuisance or benefit By Mike R. Jackson, CPP, CSM
Until you receive a notice from regulatory agencies you can stay focused on your daily operations, otherwise some people consider them a nuisance. But the contributions from these agencies will benefit your business and enhance your potential for success. Many seem to consider regulatory agencies as another bureaucratic hoop to jump through in the continuing saga of conducting business. But it is necessary to ensure the continued success of your business, employees, vendors and your customers. For example, OSHA Occupational Safety and Health Administration (in California we have Cal-OSHA), which helps reduce work-related illness, injuries and deaths, was congress-created by the Occupational Safety and Health Act of 1970. If this agency was not in place, businesses would have more legal issues and their bottom line would be greatly reduced. Small businesses are busy with daily operations and don’t always have the luxury of staying aware of new or updated regulatory requirements for their industry. These compliance issues, if not adhered to, can cause the extreme affect of temporary operational closure. The exposure of businesses to the alphabet-soup of federal, state and local agencies is intimidating. March 2015
On-site inspections are the biggest nuisance, taking you away from activities that are more productive, because if you do not offer your full attention to the inspector it could cost you in financial penalties or time. Below is an example of an inspection procedure used from prior experiences with Cal-OSHA inspectors: 1. Upon Inspector's arrival, request ID or credentials to confirm identity. Ask him/her to wait in reception no longer than 3o minutes 2. Request official identification such as a business card, and view their “badge”, if applicable. If this information is not available, document inspector’s name, title, agency, and agency address. Some company’s have used phony inspectors to learn about a competitors business. 3. Turn off radios in immediate area and bring transportation (if needed) to front entrance. 4. Contact Senior Management and make them aware of the visit. 5. Contact Maintenance Management, or designate, to participate in inspection – immediately correct any identified deficiencies. 6. Management will escort Inspector to private area or conference room. 7. Opening Conference: The inspector will share the nature of the visit. The inspector should outline the following: - Purpose of the visit (employee complaint, general inspection, accident investigation, etc.) - Scope of the inspection (what they want to see or review) - Any complaints, hard copy as required by Federal & State law. - Ask if an employee representative should be present. 8. Move to the inspection location, ideally without exposing inspector to any other operations – OSHA only cite safety violations within view. 9. Closing conference: The inspector should review findings, citations and potential fines. 10.Communicate notes from the closing conference to Senior Management, Senior Safety representative and legal advisor. A report should be provided to Senior Management, Senior Safety representative and legal advisor within 24 hours of the inspection.
Having a prepared checklist of how to respond to an inspection will reduce the potential stress for the contact and demonstrate a responsible and professional demeanor. Being prepared will strengthen your experience with regulatory agencies. A listing of the Federal Agencies is at http://www.sos.ca.gov/business-programs/business-entities/resources/ ◘ I E ENTREPRENEUR | 49
Export World in Trade the & IECommerce Business Safety
U.S. Exports Reach $2.35 Trillion in 2014 Fifth straight year of record highs U.S. Department of Commerce, International Trade Administration
Small Business Export
Exporting 101 Part 2 – Is your company export ready? By M Malia Vincent-Finney
Exports grew by 2.9 % in 2014, up to $2.35 trillion from $762 billion in 2009 - U.S. Department of Commerce, International Trade Administration
March 2015
What small business doesn't want to grow? Everyday more and more entrepreneurs interested in raising their product sales and profit margins, are joining the ranks of small businesses throughout the nation in all business sectors and going global. The export numbers speak for themselves and the benefits to be reaped from international trade and commerce are being realized by an increasing number of regional companies in the Riverside and San Bernardino counties doing business abroad.
The first step to export is to determine if your company is ready now, in its current state. Conduct an assessment of your knowledge, your company, your product or service, and your team, and your export plan. Prepare for an significant investment of time, effort and money into your company. This is not unlike what you did before you opened your business. The rule of thumb is two thirds of your export preparation is homework.
The next question is – How do you get your company export ready to do business abroad?
There is much to consider and get done prior conducting your first international transaction. Market research for your product or service, the cost of exporting, marketing to the foreign consumer and end-user, travel, compliance, tax and legal issues (which includes protecting your intellectual property), developing sources of financing and more
Know Your Company
Cultural Considerations
Being “export ready” refers to the stage or level your company is at in its preparedness for entering the global market. Do you have an export strategy? Do you have an export team? Have you researched the export markets for trade opportunities? Have you made contact with a trade specialist to assist you in identifying these markets?
When doing business internationally cultural issues come into play as well. You will be creating a relationship with consumers or clients in another country. You will need to know the language (or find a translator) and customs of that culture as well as the business practices. Then there are the monetary systems, distribution and getting paid. Continued next page
The International Trade Administration cited United States export dollars are at an all time high of $2.35 trillion in its recently released February 2015 report.
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Take The Export Readiness Assessment Survey This assessment test focuses on the your company's resources, competitiveness and objectives. Develop Your Export Plan As a strategist, it is second nature for me to research before beginning a project or program – whether for myself or a client. I want to know everything there is to know before I begin writing my plan. Preliminarily, I want to ascertain the uniqueness of my product/service competition, the cost, and the commitment required to carry through. At this point, I can make adjustments to the target market, my expectations, and even tweak my idea if necessary. I use the same approach when writing aa export plan. If you do not have an export plan, take the assessment survey for your company and team. When you are finished, you will have a good idea as to your company's current preparedness and what needs to be done to proceed to the next stage. Reading through the questions gives you time to think about this next venture. Whether your vision is to expand your current operations as a new-toexport company, establish a new export business that will not sell or distribute domestically, or expand your existing export business, developing a comprehensive export plan will be key to your success. ◘
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1. Are you ready, willing and able to expend time and resources needed to begin exporting? 2. Are you willing to travel internationally to meet prospective distributors and consumers and attend trade shows? 3. Does your company have a system in place to respond to emails, phone calls, web and social media inquiries in a timely manner? 4. Does your company have, or are you in the process of developing, an international marketing plan with clearly defined goals, identified target markets and marketing strategies? 5. Does your company website have a language translation widget and state your preparedness to accept and fulfill international orders? 6. Do you have the measures in place to protect your company's intellectual property globally? 7. Does your company plan to export products or services which are available commercially? 8. Does your company have the capability to modify your marketing materials and packaging for international market demand and specifications? 9. Can your company's production capacity fulfill market demand? 10. Does your company have the means in place to handle international shipping (freight forwarding, etc.)? 11. Does your team have adequate knowledge about letters of credit, export financing and payment methods? 12. Does your team have adequate knowledge about U.S. Export Controls? 13. Does your team have adequate knowledge about foreign legal and regulatory requirements specific to the company's product or service?
March 2015
It's A Wrap!
Orange groves, Redlands CA / DREW ORTIZ-CASTRUITA / IEE