Infinity Business Magazine Winter Issue Jan 2020 by Infinity Business Media Group

Infinity

WINTER ISSUE 2020

Business Professionals You Should Know

CHRISTINE ZACK

President & CEO Capability Health & Human Services

IMPORTANT STEPS

to creating a non-profit

THE GIG ECONOMY IS ON THE RISE

BUILD A BETTER BOARD

Presenting Your Brand In a Positive Light

DESIGN & PRINT

ADVERTISING & BRANDING

ONLINE VIDEO MEDIA

M O C . V L B N I . WWW

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PUBLISHER Tony Ferriera

EDITOR-IN-CHIEF Dawn Ferriera

PHOTOGRAPHER David Cherkis Photography dcfoto@cox.net Chelsea Ferriera Chelsea@myaddesigns.com DESIGN TEAM A & D Designs Inc myaddesigns.com MEDIA GROUP Infinity Business Media Group INBLV.com

C O L U M N I S T S Tax/Financial

Al Whalen al@whalengroup.com

Marketing

Holly Silvestri holly@theferrarogroup.com

Business Coach

Galit Ventura Rozen galit@galitventurarozen.com

Legal

Rena McDonald, Esq. rena@Mcdonaldlawgroup.com

Legal

Gina Bongiovi gina@bongiovilaw.com

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w w w. I N B LV. co m Disclaimer: The Infinity Business Magazine ÂŠ, all rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher. IBMG, the Publisher and its Affiliates have made every effort to ensure the accuracy of the information was correct at time of publication. IBMG, the Publisher and its Affiliates do not assume and hereby disclaim any liability to any party or advertiser for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from accident, negligence, or any other cause. All articles are for informational purposes only and should not be relied on, or construed as legal advice and the views expressed are not necessarily those of the Magazine. Infinity Business Media Group Contact us at 4310 Cameron St, Ste. 14, Las Vegas, NV 89103 702-889-1039

Letter from The Publisher

TONY F

Happy New Year and welcome to our first issue of the Infinity Business Magazine for 2020. This year I believe is the year that all of us in Nevada need to hold on because it's going to be a wild ride. There are so many things going on right now and opportunity is all around us. It is truly a great time to be an entrepreneur as well as a business in Nevada. With that being said, we had the opportunity to feature the President and CEO of Capability Health and Human Services Christine Zack. After interviewing her on Wake Up to the New Rules of Business talk show as well as the feature article that was done, it was quick to understand this is an amazing woman. We hope you will take the time to read her feature story as well as watch the interview at www.inblv.com/wakeup and get to know Christine and how you can get involved with this amazing organization. Thank you for reading the Infinity Business Magazine and we wish you a Happy and Prosperous New year!

#AreYouIn

COVER STORY

Featuring Cover: Christine Zack President and CEO of Capability Health & Human Services Cover & Interior Photos By:

David Cherkis Photography | www.DavidCherkisPhoto.com

Infinity BUSINESS MAGAZINE

TABLE OF

Contents

06 08 10 12

SECRETS TO SUCCESS

THE GIG ECONOMY IS ON THE RISE HIRING THE NEXT-GEN THE PRACTICE OF PUBLIC RELATIONS IS NOT A PRECISE SCIENCE.

IMPORTANT STEPS TO CREATING YOUR NON- PROFIT

16 18

BUILD A BETTER BOARD

PROGRAM OFFERS SCHOLARSHIP, INTERNSHIP IN COMPUTER SCIENCE

4 MYTHS ABOUT PC TECHNOLOGY SMALL BUSINESSES NEED TO REJECT

COMMON TECH HURDLES WHEN STARTING A SMALL BUSINESS

32 36 38

AS BUSINESS PAYMENT FRAUD SKYROCKETS, ARE YOU PROTECTED?

IRS PROVIDES IMPORTANT CLARIFICATIONS OF TAX RULES FOR CRYPTOCURRENCY

22 | COVER STORY BUSINESS PROFESSIONALS YOU SHOULD KNOW Infinity Business Magazine chooses a local professional quarterly to spotlight in "business professionals you should know". When we decide who to spotlight, it is not always based on what business they own or their entrepreneurial skills, but we choose someone who not only has business experience that they can share with others, but also posses qualities that we find admirable and that support and help grow the local community.

f e a t u r i n g

CHRISTINE ZACK

WHAT EXACTLY IS A “SMALL BUSINESS?” 1

GIVE YOUR BACKSIDE A BREAK: 4 TIPS IF YOU SIT FOR EXTENDED PERIODS VAST MAJORITY OF AMERICANS LOSE SLEEP TO BINGE-WATCH TV

PRIORITIZE YOUR HEALTH IN THE NEW YEAR

THE RISE OF CROWDFUNDING TO PAY FOR FUNERALS

nt and ack, Preside Christine Z ces vi Human Ser

lth &

ability Hea

CEO of Cap

Cover Photo Christine Zack is featured in Capability Health & Human Services "Chill Room" in its Las Vegas Therapy Clinic. The room is intended to provide a calm space for children with sensory and other disorders.

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Amazon's Woman-Owned Small Business of the Year award

SECRETS TO SUCCESS FROM WINNERS OF AMAZON'S SMALL BUSINESS

S P O T L I G H T A WA R D S

GENERAL BUSINESS By Dana Earhart, of Dana Earhart Consulting

(BPT) - Starting a small business requires a lot of hard work and commitment, with no guarantee of success. Thanks to the internet and the rise of e-commerce, small businesses today can capitalize on opportunities using tech tools that didn't exist a couple of decades ago. This has opened up possibilities for businesses of all sizes, whether they're home-based solo ventures or have employees and a storefront. What are the secrets to small business success when it comes to selling online? Three entrepreneurs who won Amazon's ﬁrst-ever Small Business Spotlight Awards share their tips. 1. Always have sharply deﬁned goals Natasha McCrary, founder of 1818 Farms and winner of Amazon's Woman-Owned Small Business of the Year award, says that clarifying her goals has helped her business grow. McCrary began her Mooresville, Alabama-based business as a family project in 2012, but it evolved quickly into a booming business. Her inspiration came from a commitment to simple products that really work. After the launch of Amazon Handmade, she listed her handcrafted bath and lifestyle products in Amazon's stores. Her business now has 12 employees, and has doubled its Amazon sales yearover-year. She says selling on Amazon Handmade provided credibility to her product line. "If you realize that something isn't allowing you to achieve a goal, don't be afraid to make changes," McCrary adds. "Think long term when building your brand and customer loyalty." 2. Invest in high quality product photography

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McCrary explains that businesses selling products online must prioritize how consumers first see the product to grow sales, so spending money on the best quality product photography you can get is worth the investment. "Quality photographs are invaluable in e-commerce and connecting to the customer," she concludes. 3. Stick with it "For other entrepreneurs, I'd say don't give up! It's a marathon, not a sprint," observes Small Business Owner of the Year winner, nutpods owner Madeline Haydon. Haydon's business began to fill a personal need - wanting a dairy-free, sugar-free, creamy and delicious cup of coffee. She started making nutpods plant-based coffee creamer in her home kitchen, and soon friends and family were asking for it. She raised capital with a Kickstarter campaign in 2013, then joined Amazon to boost sales. "Seller Central provides an excellent suite of do-it-yourself tools to establish and grow our business leveraging Amazon's customer-centric tools. From acquiring new customers to converting our biggest fans to subscribe and save programs, being an Amazon Seller has allowed us to stay nimble but grow big." 4. Use social media to get the word out Mikey Ahdoot and his co-founders, winners of the Small Business Owner Under 30 of the Year award, started Habit Nest, which creates journals to help people build better habits quickly and effectively. They use social media to boost product visibility.

"Run Facebook and Instagram ads at $5 a day, see what's profitable, then scales those ads from there," Ahdoot recommends. Habit Nest began with each co-founder investing a small amount, followed by a Kickstarter campaign. They spend a lot of time personally interacting with customers, building real relationships that have led to a powerful following. Since listing products in Amazon's stores, the company has seen 300% year-over-year growth. 5. Build your business on something you care about What all these entrepreneurs have in common is that they began by creating a product that was meaningful to each of them. Because the award winners started with ideas that were personally significant, it drove them to keep going, and to create the best possible products they could. Ahdoot adds that it's crucial for success to create "a unique product you love." That individual commitment to their product was a big part of what fueled their success, keeping the entrepreneurs motivated and helping attract interest and loyalty from investors and customers alike. More than half of the items sold in Amazon's online stores come from small and medium-sized businesses. And, on average, U.S.-based small and medium-sized businesses sell over 4,000 items per minute in Amazon's stores. Customers can support these and other small businesses selling in Amazon's stores this holiday season by shopping for gifts from its first-ever Small Business Gift Guide.

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THE GIG ECONOMY IS ON THE RISE

IS IT FOR YOU? (BPT) - Freelancer, passion projects, side hustles are all synonymous with the gig economy - which has grown substantially over the past decade. The economic downturn of 2008 led many employers to recruit gig/temporary workers to control costs. The explosion of rideshare services and other contract employment has increased the awareness of gig as a steady work stream.

“While there are many appealing aspects of gigging, it also presents unique challenges.” 8

According to MetLife's 17th Annual U.S. Employee Benefit Trends Study, almost 30 million Americans receive primary income from gig or part-time work - nearly one-fifth of the total workforce. An additional 15 million supplement "traditional" full-time work with gig work. The study found that 85% of gig workers were interested in continuing their contract work over the next five years, instead of seeking a traditional work role.

What does it mean to go 'gig'? The gig economy is deﬁned as work based on a ﬁxed-term contract, or that's paid per project by a company, third party or via an online marketplace. Those who use gig work to earn extra money part-time include full-time employees looking to boost their income, students, people who want to pursue a passion project, stay-at-home parents, job seekers and retirees. Others consider gig work as their full-time employment.

GENERAL BUSINESS By Dana Earhart, of Dana Earhart Consulting

What makes gig work so attractive? Gig work is appealing for many reasons, to many people. According to the MetLife study, 67% of full-time employees reported interest in gig work as opposed to their current jobs, and 49% of employees expressed the intent to leave their current employer for contract or freelance work in the next five years. * Pursuit of the ultimate work/life blend Flexibility over one's time is probably the top attraction of gigging. In the study, nearly half the respondents (49%) said that not being able to work remotely was the reason they left full-time work. Flexible schedules offer workers a compelling work/life blend of their choosing. Due to the flexibility and ease of communication provided by technology today, more jobs are becoming open to remote work and adaptable schedules - across many sectors - which may help companies retain full-time employees tempted by the gig lifestyle. * Autonomy, fulfillment and a sense of purpose Gigging allows workers more choice in the work they do, and freedom to pursue a variety of projects. They can choose where they work and who they work for. Gig workers tend to see work as more than just earning a paycheck. The study found nearly half of gig workers (48%) said they work to gain a sense of fulfillment, and 47% said that a significant influence in working was to feel a sense of self-worth.

| LEGAL | FINANCIAL | TECH | HEALTH & WELLNESS

term disability, accident insurance and more. Gig workers who want or need benefits may have to pay the full cost of coverage themselves. In the survey, 65% of gig workers said that they would be interested in a wider array of non-medical benefits that they could pay for on their own. * Co-workers and career development Unlike traditional employees with daily access to networking with colleagues and continuing education through their employers, gig workers wanting to develop their careers must find and pursue those opportunities on their own.

30 million Americans receive primary income from gig or part-time work

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The challenges gig workers face While there are many appealing aspects of gigging, it also presents unique challenges. * Financial stressors The main stressor for all employees - gig or traditional - is finances. Gig workers may experience more financial stress than traditional full-time workers, however, since their work may be less steady than a traditional position. Gig workers need to constantly keep up with obtaining and maintaining clients, ensuring their next project (and paycheck) is lined up. They also need to pay their own self-employment taxes and Social Security, among other expenses. * Employer benefits

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Gig workers are usually responsible for obtaining medical insurance and other benefits normally provided by employers. In fact, only 4% of gig workers reported that employers offered insurance, and only 5% said they were offered a retirement plan. People who choose to "be their own boss" must also procure their own benefits beyond health care, such as short- or long-

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HIRING THE NEXT-GEN

employee

The study shows job seekers are likely to engage with online articles (62 percent) and videos (61 percent) along with other content on social media, which can be a great starting point for hiring companies to build their relationship with the Gen Z workforce. These insights apply to all companies - from large national companies to local small businesses and are easily attainable through a variety of online channels.

"Our insights show interaction between Gen Z and employers must start before the next hiring cycle or career fairs," said Wahl. "Employers of all sizes should be aware how their future employees interact with their brand before they are looking to hire." Personal and career growth are imperative

(BPT) - The U.S. workforce is in the midst of an influx with 65 million workers from Generation Z beginning to look for jobs, according to BridgeWorks Consulting. This group of workers, born after 1997, do not remember a time without the internet and have grown up in a post-2008 recession era of financial responsibility, meaning what motivates them differs greatly from previous generations. The combination of Gen Zers' financially savvy, entrepreneurial spirit and their deeply rooted relationship with technology means employers need to reassess and diversify the ways they interact with and what they offer candidates. This also creates challenges in identifying the groups' reason for choosing a field or job, placing the pressure on the hiring business or brand to stand out as an attractive experience. "With this generation, the onus is on 10

employers to learn how to relate to and attract their next employees," said Kristen Wahl, director of the EcoCAR Mobility Challenge, the current A d v a n c e d Ve h i c l e Te c h n o l o g y Competition sponsored by the U.S. Department of Energy, General Motors and MathWorks. EcoCAR's recent study of college students participating in the competition revealed two key insights that translate across industries and may help employers of all types better understand who their co-workers and employees of the future will be. Tech is integral to all aspects of their lives Gen Z hasn't known a time without access to inﬁnite information at their ﬁngertips as smartphones debuted when many were infants. Easy access to information has allowed Gen Zers to be curious learners and interact with companies and brands much earlier than generations past.

Gen Zers are seen as self-starters that take pride and responsibility for their own career paths with 76 percent believing they are culpable for driving their own career trajectory and 42 percent with hopes of selfemployment, according to Concordia University-St. Paul. The entrepreneurial work ethic and concerns of ﬁnancial security can explain the emphasis placed on professional and personal growth. Our research shows young job seekers agree on the importance of career advancement opportunities (98 percent), competitive wages (97 percent) and personal learning and development opportunities (96 percent). Regardless of industry or job-level, Gen Zers see a link between personal and professional growth and seek employers who share that thinking.

"Employers who can reach prospective job seekers early in their process and then deliver a fulﬁlling day-to-day experience with proper compensation will be prepared to both attract and retain the incoming wave of young workers," said Wahl.

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THE PRACTICE OF PUBLIC RELATIONS IS A PRECISE SCIENCE.

NOT

Holly Silvestri, Principal, The Ferraro Group Public Relations & Public Aﬀairs

Rather, successful public relations programs-particularly those within the nonprofit healthcare sector-require a well constructed 'stew' comprised of multichannel initiatives and skilled PR professionals, all working in sync to promote both good health and reputation management for the non-profit organization.

unique challenges in order to succeed. Although healthcare has always been an important topic for most Americans, in recent years the legislative changes to the nation's healthcare sector—most notably the Affordable Care Act (ACA)--have added a political aspect that further complicates any public discussion on this topic.

In Successful PR, The Foundations Still Apply

That is important because, by their very nature, non-profit healthcare organizations rely upon the goodwill of the populace while attempting to provide the best possible care for those in need of their services. Therefore, when constructing a PR campaign, it's important to keep in mind that the 'audience' will likely have varying views of what constitutes good healthcare policies, never more so than as we prepare to enter another national election year.

It's worth noting that even in the Internet age, where information is readily available on a 24/7 basis, many of the foundational aspects of successful public relations initiatives remain intact. For while approximately three-fourths of all journalists still seek out press releases as a primary source for information, there remains a substantial number of reporters who rely upon alternative-or additionalsources. With the assumption that the Internet will continue to be the center of the 'Information Universe,' other online sources ranging from bloggers to "influencers" are now also important fountains of information for many journalists. The Unique PR Challenges Facing The Healthcare Sector While all organizations confront many challenges in achieving their PR goals, the non-profit healthcare sector faces some

The Dos And Don'ts On The Road To PR Success With that caveat in mind, there are a number of fundamental “dos and don'ts” that are important to consider when developing a PR plan for a non-profit healthcare organization. DO: Outline Specific PR Goals & Objectives The old adage states that “you can't get where you want to be if you don't know where you want to go.”

GENERAL BUSINESS By Dana Earhart, of Dana Earhart Consulting

Every non-profit healthcare organization has unique assets-and challenges- depending on a wide variety of contributing factors (i.e. the organization's age, budget, size, client base, donor base, facilities, etc.) Establishing specific timelines, benchmarks, Key Performance Indicators (KPIs) and related metrics is critical when constructing a PR plan. In order to achieve success, it's essential to understand what is, and is not, providing maximum ROI for your PR efforts. DON'T: Don't Forget That, Now More Than Ever, Content Is King

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not be directly pertinent to their lives, you are far more likely to solicit an audience for, as the cliche goes, "news you can use." DON'T: Choose The Wrong PR 'Channels' To Reach Your Target Audience Once you have decided you want to implement proactive public relations for your non-profit healthcare organization, you should consider which method(s) will work best to reach your target audience. Technology provides a plethora of choices in terms of how to proceed to reach the target of your efforts. Still, for some PR programs, traditional PR methods (including TV/radio, newspapers and print media) may serve as useful tools depending upon the demographics. Although the magazine industry (and print industry in general) have experienced a steep decline in recent years, niche publications (i.e. those within a specific sector/industry) often thrive and can be among the more successful PR vehicles. DO: SELECT A PR AGENCY/CONSULTANT WITH RELEVANT CLIENT EXPERIENCE While it has always been important to select the correct PR agency partner, in today's fractured media marketplace the importance of picking a skilled agency with healthcare and/or non-profit experience is absolutely critical.

The reality is that we live in an era when anyone with a computer or smartphone and some thoughts to share can call themselves a "blogger" or "content creator." However, there's a big difference between a skilled, professional content creator and someone who lacks the acumen and abilities required to draft interesting, engaging copy. Not unlike their forprofit 'cousins', non-profit healthcare organizations are targeting audiences who are inundated with information at previously unforeseen speed. If the goal is to inform, or solicit support from, a targeted audience, it is critical you proffer stories that are engaging--and copy that will hold the interest of the reader. Multiple studies confirm that audiences are engaged far more by high quality, informative and well-crafted content than by even the best designed paid advertisement. DO: Provide Your Audience Useful & Practical Information If the goal of your public relations outreach is to engage an audience, it becomes critical that the content proffered is not only of the highest quality but of the greatest relevance. For example, everyone is all too aware that winter is "cold & flu season." With that in mind, a PR outreach that occurs either immediately before or during winter may wish to include helpful information about the prevention-and treatment-of colds and flus. Although people are often open to learning information that may

In 2020, the role played by "influencers" (industry-specific people/websites, with significant readership, seen as authorities in their field) can be important in achieving PR goals. Your agency should be able to identify which influencers (or bloggers, journalists) you should target for maximum ROI. For example: our firm's experience in garnering PR success for non-profit healthcare clients includes a wide array of efforts, ranging from our work for Capability Health & Human Services (formerly Easter Seals Nevada); that effort included promoting their special events/fundraisers through various media entities; coordinating media meetings designed to reach the target media outlets; and recently establishing a video testimonial series to show true visual storytelling through clients' and relatives' own words. Another resonant example of successful non-profit PR initiatives was our work on the Dog Bed & Blanket Drive that our agency coordinated for the non-profit Nathan Adelson Hospice. The initiative tied into the hospice's Pet Therapy Program, and as a result, thousands of items were subsequently collected and donated to animal shelters throughout Las Vegas. Ultimately, the bottom line on the road to PR success is this: while mathematicians will always be able to deduce predictable outcomes, non-profit healthcare PR success is less precise. Still, your organization's PR success will be contingent upon utilizing just the right combination of ingredients-including healthcare industry acumen, technological PR skills and, of course, a team comprised of top-shelf PR-savvy personnel.

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GENERAL BUSINESS By Dana Earhart, of Dana Earhart Consulting

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IMPORTANT STEPS TO CREATING YOUR NON- PROFIT Creating a non-profit can be a great way to give back to your community while working on something that also has meaning for you. There has a been a significant increase in nonprofit filings in states all over the country in the last 10 years. Although your mission is to help those in need you are still required to function within the legal structure of a business to make sure you don't run afoul of non-profit regulations. Even with the best of intentions, if you do not complete the required documentation to property register your non-profit. you may face heavy fines and be completely barred from ever registering a non-profit in the future. Step 1- Create a mission and Name What is your non-profit company going to do? What are you going to call it? Creating a plan before you begin can help you identify where you may run into potential issues later on. Step 2- Incorporate This is very similar to filing an LLC or Corporation in the state on Nevada. You have to comply with the specific guidelines of the Secretary of State which include identifying responsible parties, registering your non-profit name and notifying the SOS of your intent to obtain tax-exempt status. You also will need to create the Bylaws by which your company will operate and determine whether you will have partners, investors, or directors.

Appling for non-profit tax exemption status with the IRS can be the most difficult part of the process. The requirements for tax exemptions are specific and must be strictly adhered to or the request will be denied. Step 5- Obtain any necessary licenses and permits The state/city in which your non-profit will operate will require specific license in order for your non- profit to operate, even if you work from your home. Compliance with these regulations will protect your nonprofit status and corporation from fines and litigation. Starting a non-profit may be your ticket to creating lasting employment that is both satisfying and rewarding. These steps will help you create the non- profit you have been dreaming about. If you have questions about creating a non-profit, please call McDonald Law Group for a consultation. This article is provided for informational purposes only. It is not legal advice or constitute an attorney-client relationship.

Step 3- Talk to an experienced CPA regarding your non-profit. The forms required by the IRS to obtain tax exempt status require that you disclose current and future financial information. This information can often be difficult to project and misstating this information could cause you to pay in the future or could cause a complete denial of your application. We always suggest speaking with someone who has experience with non-profits before completing your application with the IRS. Step 4- Apply for Non-Profit status

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BUILD A BETTER BOARD

Gina Bongiovi Managing Partner of Bongiovi Law Firm, Gina is a Las Vegas native and holds a JD/MBA from UNLV. The company, which just celebrated its tenth year in business, serves as outside counsel to small and medium-sized businesses. Gina is a recurring speaker at a legal technology conference on topics such as Process Automation and Technology Planning.rtups and small businesses. 16

Back in the July issue I wrote about "Starting, Serving, or Supporting a Nonprofit" in which I discussed mostly how to help a nonprofit from the outside. Having helped establish many nonprofits, and having served on the boards of over a dozen more*, I've seen a pattern of challenges emerge and they all start at the top. A nonprofit has very little hope of succeeding without solid leadership and an executive director can only do so much. In fact, in most structures, the ED serves at the pleasure of the board. Think of the ED like the engine, while the board supplies the fuel to make everything run. Unless the organization is a Tesla, in which case the ED is like the battery and the board the electricityâ&#x20AC;Ś? The metaphor is falling apart before my eyes. Moving on. Back to building a better board. While I could cite any number of challenges I've seen nonprofits face, most of them boil down to expertise and engagement. Because of alliteration. Let's take expertise first. When passionate people come together to form or to serve an organization in pursuit of a charitable purpose, often the passion is the only thing they have in common. Last summer, I wrote about the importance of running a nonprofit like a business - "nonprofit is a tax status, not a business plan." A successful company can't have ten CFOs and zero COOs.

The same is true for nonprofit organizations. If your board is comprised of only financial minds, your books may be in order but your marketing and messaging will likely suffer. A few years ago, I was starting my third year on a board when the president asked why everyone had been invited to apply. When it was my turn to answer, I realized I didn't really know why I was asked but assumed it was for the free legal advice, as that was the reason I'd been invited to serve other organizations (and attend cocktail parties, incidentally). As it turned out, almost no one knew why they had been asked to serve, and it showed in the disjointed nature of our governance and the poor attendance at our meetings. Engagement is as crucial as expertise to the success of a nonprofit. Not only do you need engaged volunteers as your boots on the ground, but your leadership must be engaged as well. Each organization defines engagement differently and I only half-joke about starting a new drinking game at board meetings - every time someone utters the phrase "time, talent, or treasure" everyone has to take a shot. In many meetings, I wouldn't have made it past roll call. As trite as the phrase is, it succinctly encompasses all the ways one can engage with a nonprofit. Volunteer your time, lend your expertise, or write a check.

GENERAL BUSINESS | LEGAL | FINANCIAL | TECH | HEALTH & WELLNESS When board members don't know why they're in the room, chances are the leadership doesn't know either. That's why a board matrix is an excellent tool for nonprofits of all ages and sizes to use, though it isn't foolproof. Basically, a board matrix is a visual representation of areas of expertise, experience, and industries that helps leadership compose more diverse leadership. Along one side you list characteristics like profession, industry experience, special skills, resources, community connections, age, gender, and racial/ethnic background. Did you just gasp? Relax. Sometimes boards need to see it on paper to realize it's overrepresented in one area, whether it be too many lawyers - heaven forbid - or too many old white guys. The best first exercise to engage in as a nonprofit board is to figure out exactly what expertise you need. Sure, I'm biased, but don't think I'll meet too much resistance to declaring every nonprofit should have representation from marketing, finance, and law. You have to generate the money, track the money, and keep everything on the up and up. Some organizations require more specialized expertise. One of my nonprofits that serves the law enforcement community has an active officer on the board, so the civilian leadership doesn't stray too far from what's happening in real life. Another is an animal rescue that has benefited greatly from the expertise of a dog trainer board member who specializes in aggression cases. A hospital board should probably feature a physician or two. You get my drift. Once leadership has identified industries, look to your networks to figure out the right fit and start recruiting. Make sure you're recruiting the right people. You wouldn't go to a podiatrist with a toothache, so make sure your experts are experts in the right areas. If you need a lawyer on your board, will a personal injury lawyer have the right background? ("They can probably write a check," she said bitterly.) If you need someone with financial acumen, a banker might be the right fit, but maybe not. You have to drill down into the individual's expertise and that's where recruitment efforts, detailed board applications, and careful interviews become so important.

® ®

While you're at it, don't ignore personalities. One of my first nonprofit board experiences was sitting in a large conference room chock full of very busy yet engaged volunteer board members who were ready to roll up their sleeves and get to work. All but one. Every board meeting was derailed by that person's overly positive yet nonsensical outbursts that contributed little to the conversation and only kept us from tackling important agenda items. Personal motivations are important to consider as well, though they're a bit more challenging to uncover. Two of the worst types of board members, in my opinion, are those who serve only to pad their resumes and those who serve as seat fillers at the behest of their employers. Their motivations are not pure, and it readily shows in their lack of engagement. So what if a few people aren't engaged? Every group project features a core subgroup that carries the rest. With strict nonprofit governance rules, however, low engagement means you'll struggle to meet quorum, which is required to vote and move agenda items forward. Expertise and engagement. One begets the other. If you recruit a business attorney like me to the board, be clear about why you want me in the room. If I understand the role I play in the larger picture, chances are I'll be more engaged and wanting to help - with my time, talent, or treasure. <drinks> * Yes, I realize that's too many but I only recently learned the word "no."

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IRS Provides Important Clarifications of Tax Rules for Cryptocurrency If you use or hold cryptocurrency, also called virtual currency, you need to exercise special care. Challenges arise from the fact that the IRS classifies all virtual currencies as property, not as currency in the usual sense. As a result, any transaction involving cryptocurrency might involve a capital gain or loss that must be reported to the IRS.

Al Whalen, EA, CFP® The Whalen Group (702) 878-3900 Al is Chief Executive Officer of The Whalen Group. He is a Certified Financial Planner ™ at Whalen Financial. He is enrolled to practice before the Internal Revenue Service. Mr. Whalen is a member of the National Association of Enrolled Agents, the National Society of Accountants, and the Financial Planning Association. Al is a national speaker on taxation and recognized authority on estate and charitable planning concepts. *This is for informational purposes only and does not constitute tax advice. See a CPA or tax advisor for your particular situation.

Potentially taxable cryptocurrency transactions include: Ÿ Exchanging virtual currency for real currency (for example, trading Bitcoin for US dollars) Ÿ Receiving cryptocurrency as payment for work or services performed Ÿ Selling property and accepting cryptocurrency as payment Ÿ Using cryptocurrency to purchase goods or property Ÿ Any transaction in which you use cryptocurrency that you originally received as a gift In order to calculate the amount of your gain or loss in a virtual currency transaction, you need to know your basis in the virtual currency. If the value you receive when you dispose of the virtual currency is higher than your basis, you must report a capital gain; if the value you receive is lower than your basis, you may be able to claim a deductible capital loss. The IRS recently issued a number of clarifications on how to determine your basis, including: Ÿ If you use real currency to purchase

cryptocurrency (for example, using U.S. dollars to purchase Bitcoin), your basis is usually the amount you paid. If you receive cryptocurrency in exchange for goods or services, your basis is usually the fair-market value (FMV) of the cryptocurrency at the time you received it. If the FMV of virtual currency you receive is not known (for example, if the virtual currency is not publicly traded), then your basis is usually the FMV of whatever property or work you traded for the cryptocurrency. If you receive virtual currency as a gift and later dispose of it at a gain, then your basis is equal to the gift donor's basis, plus any tax the donor paid on the gift. If you receive virtual currency as a gift and later dispose of it as a loss, then your basis is the lesser of the donor's basis and the FMV of the virtual currency when you received it.

Failure to keep detailed records of your cryptocurrency transactions can be costly. For example, if you receive virtual currency as a gift but cannot document the donor's basis, your basis is zero. Therefore, the full value of any transaction involving that virtual currency may be taxable. Remember also that short-term capital gains (those that occur within a year of your receipt of the cryptocurrency) are taxed as ordinary income, whereas long-term capital gains are taxed at lower rates. Therefore, it is often advantageous to hold virtual currency for more than a year before disposing of it in any fashion.

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Infinity BUSINESS MAGAZINE

BUSINESS PROFESSIONALS YOU SHOULD KNOW

MEET CHRISTINE ZACK

Infinity Business Magazine chooses a local professional quarterly to spotlight in "Business Professionals You Should Know." When we decide who to spotlight, it is not always based on what business they own or their entrepreneurial skills, but we choose someone who not only has business experience that they can share with others but also possess qualities that we find admirable and that support and help grow the local community. We had the privilege to sit down with Christine Zack, President & CEO of Capability Health & Human Services. Christine, while at first meeting, her youthful energy and personable demeanor are her trademark qualities but she is also an amazing businesswoman whose professional experience and knowledge have paved the way to lead such a remarkable organization. IBM: Where were you born and raised? CZ: I am an East Coast girl who grew up in a small college town in rural Pennsylvania called Selinsgrove, which the locals affectionately call “The Grove.” My childhood home backed to fields and forests and we had a neighborhood pond that we ice skated on in the winter. I spent a lot of time outdoors, playing hide and seek, building treehouses, hiking, sledding, skiing and snowboarding in the winter and swimming or floating down the local creek during the summer. Given this experience, it is no surprise that I still love outdoor activities and that Las Vegas is such a great fit for me as an adult. I appreciate all the indulgent amenities including the restaurants, shows, hotels, stores, and now professional sports that Vegas offers, with the ability to engage in outdoor activities year-round and the proximity of West Coast ski resorts with powder instead of the icy conditions I encountered on the East Coast.

Muppet Babies on Broadway in New York City as a young child to negotiating the best price on a pair of Doc Martens at Bloomingdales when I was in high school, Cas not only taught me how to negotiate, he always inspired me to think outside the box. Through the successful launch of his medical supply business in

his 50's and subsequent sale of the business in his 60's, he also demonstrated that it is never too late in life to reinvent yourself and try something new.

IBM: Who was your biggest influence growing up?

IBM: You earned a JD in Law from Tulane Law School - Was it always your goal to focus on Healthcare Law? If not, what was the driving goal that you went in that direction?

CZ: My cousin, Cas Ruda, who is four decades older than me, was my biggest influence growing up. Cas was an executive in the electrical manufacturing industry and subsequently launched his own medical supply company. I credit Cas with instilling my early negotiation skills – from demonstrating how to give the ushers a tip to get better seats at

I always wanted to attend law school and announced during a family gathering at a very young age that I was going to be a c o r p o r a t e a t t o r n e y, b u t I n e v e r envisioned a career in healthcare. By the time I reached my sophomore year in college, I shifted focus away from corporate law and intended to graduate from law school and become a lobbyist.

By Dana Earhart, of Dana Earhart Consulting

During the spring semester of my final year at Tulane Law School, I interviewed with former Louisiana Senator Mary Landrieu's office in Washington, DC and was informed that a Legislative Assistant or Counsel position would be available after the August recess. Based on this information, I moved to Baltimore after graduating from law school and instead of taking the bar that summer, I did government relations consulting work in anticipation of accepting a position with Senator Landrieu's office in the early Fall. When the process with securing a position in the Senator's office took longer than expected, I randomly applied for a junior attorney position with Integrated Health Services through a posting in a Maryland legal newspaper that sought an attorney with two years of healthcare experience. Unbeknownst to me, the two years I spent during law school working on healthcare cases for a plaintiff's firm near New Orleans, was the exact experience the private equity real estate investors who had recently acquired Integrated Health Services were looking for in the candidate for the position. I was hired as Corporate Counsel in September 2003 and passed the Maryland Bar in 2004. This first position leads to nearly 15 years working on the acquisitions of both publicly-traded and privately-held hospital, rehabilitation and post-acute care chains and ultimately working in the portfolio companies of these senior-focused provider organizations. Initially, I held legal roles, but I was eventually promoted to more businessoriented positions including Senior Vice President, Chief Risk Officer of Fundamental and Executive Vice President, Chief Strategy Officer of Mariner Health Care. While I also spent a year as the Chief Strategy Officer for a digital health company in Los Angeles, I have developed a passion for the provider side of healthcare. The CEO role with Capability Health presented an opportunity to oversee the operation of pediatric healthcare services and to focus on preventive healthcare. IBM: What Brought you to Las Vegas? I began traveling to Vegas for work in 2003 when I was overseeing litigation against hospitals and skilled nursing facilities previously operated by affiliates of Integrated Health Services. In 2006, I was involved with the acquisition of THI of Baltimore, Inc., which, despite its name, did

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not have any healthcare facilities in Baltimore but had a large footprint in Nevada with hospitals, skilled nursing facilities and rehabilitation companies in Las Vegas, North Las Vegas, Henderson, Boulder City, Sparks and Carson City. Post-acquisition by Fundamental Long Term Care, I assumed risk management responsibilities for the entire THI of Baltimore portfolio, including the Nevada facilities. While I was based in Baltimore County, Maryland, I was flying out to Las Vegas every other week because Southern Nevada was a special focus market. During a time period that I jokingly refer to as my quarter-life crisis, I was given the option of relocating to Nevada on a short-term basis by one of the owners of Fundamental and seized the opportunity to move my snowboard gear, some clothing and a newly acquired baby blue 2007 Harley-Davidson Heritage Softail, a purchase fueled by the aforementioned quarter-life crisis, into the JW Marriott in Summerlin! After a few months, I realized that life was easier in Vegas. While there was still snow on the ground in Baltimore and I was enjoying Lake Mead from a colleague's boat, I realized that Vegas was meant to be my long-term home. By May 2007, I had moved all my belongings and my beloved dog into a home in Summerlin. Through my escapades with the motorcycle, I met my husband, Judd Gundersen, who is Las Vegas City Firefighter and commercial pilot. While I am still very much an East Coast girl at heart, I now enjoy life with Judd, our son Bergen, and our two rescue dogs in Green Valley and you will frequently hear me say – “West is best.” IBM: As the President & CEO of Capability Health & Human Services, what are your goals for the organization? CZ: Creating organizational goals is a team effort that is supported by a clearly defined philosophy and vision. At Capability Health, we focus on Quality Services driven by Innovation and Fiscal Responsibility and Growth that includes Meaningful Impact and Services to an Increased Number of Individuals with Profits Reinvested into Programs, Services & People Operations. Capability Health has many goals involving launching new and enhanced programs and services, tech initiatives and increased collaboration with other organizations,

including both for-profit and non-profit companies and public sector entities. However, we do have one enormous goal that we call our Big Crazy Dream. Capability Health wants to ensure that every child in Nevada aged birth to 3 who has a developmental delay receives a diagnosis and Early Intervention Services within 5 years. We announced this initiative in mid-December 2019 and we are looking forward to partnering with a research institution to study the obstacles we must overcome in order to achieve our Big Crazy Dream, including awareness and de-stigmatization campaigns targeting both pediatricians and parents. We recognize that Early Intervention Services, which includes physical, occupational, speech, nutrition and feeding therapy and educational support, have the ability to reduce lifetime healthcare costs and reliance on governmental programs as adults while providing an immediate impact on the lives of children and their families. It is our ultimate goal that children who receive early diagnosis and Early Intervention Services mature into young adults who attend college or launch into careers in the community, which is why it is so important that all children in the State have the opportunity to receive these services. IBM: What advice would you give others who are looking to work in or start a nonprofit organization? CZ: Non-profits are businesses that reinvest their profits into the programs, services, and people who support the respective mission of the organization. With the exception of where profits are directed, I don't believe in structuring or operating non-profits differently than publicly-traded for-profit companies. In both scenarios, transparency and public trust are paramount to achieving the goals of the organization. I recommend a strong business background and experience with corporate governance. This can be attained through executivelevel positions with complex for-profit or non-profit companies or in the public sector and through involvement with for-profit and public sector boards and committees. Regardless of your chosen sector, resilience and a passion for your work, your team and your customers or constituents are what will ensure the success of the organization and your own personal success.

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

E R E H S T R A T S N O I T A M R O ANSF

TR Capability Health & Human Services has deep roots in Nevada. The organization was founded in 1976 as a statewide non-profit and has continuously provided healthcare and human services to the most vulnerable Nevadans for forty-four years. All of us, whether due to age, injury, disease, disorders, genetic composition, or even pregnancy, will face a limitation at some point in our lifetime that impacts us intellectually, mentally, physically and/or socially. Whether obvious or invisible, these limitations are commonly and legally referred to as disabilities with the CDC reporting that 1 in 4 Americans have some type of disability. The term disability oftentimes evokes notions of one homogenous population of individuals who are limited in their abilities, but in reality, the causes of the limitations and people impacted are incredibly diverse. While certain limitations are genetic and discovered through prenatal testing or at birth, others are caused by injury, physical or mental trauma, age, and illness, including mental illness, or other diseases and disorders such as developmental speech and language disorders. Capability Health serves patients and clients with unique diagnoses ranging 24

from speech delays, age-related mobility issues, Multiple Sclerosis, visual and hearing impairment, Autism Spectrum disorders, Down Syndrome, PTSD and depression. Unfortunately, there is often a gap or lack of continuity in services that are offered to help individuals overcome a limitation, which is why the programs offered by Capability Health are so critical. Over the decades, the organization has significantly expanded its programs ensuring the availability of services that cover the full life span of Nevadans, serving infants who have just been discharged from the NICU through seniors. Today, for example, Capability Health is the largest private sector provider of the multidisciplinary pediatric rehabilitation program known as Early Intervention services which is available to children age birth to 3 who have been diagnosed with a developmental delay, while also offering Physical, Occupational and Speech Therapy to children of all ages in two innovative clinics; delivering Assistive Technology consultation and implementation to a significant number of middle-aged women who have been diagnosed with auto-immune disorders; training adults with limitations to secure community-based employment; and

providing skilled nursing services to medically fragile adults and seniors who participate in adult enrichment programs. Healthcare Program Highlight â&#x20AC;&#x201C; Early Intervention Services In 2019, Capability Health received approximately 800 referrals to its statewide Early Intervention Program. As the largest private sector provider of the home-based services which include physical, occupational, speech and nutrition/feeding therapy for children and their families, the organization has daily direct experience that substantiates the importance of early diagnosis and treatment of developmental delays in children. Through research on national statistics on developmental disorders, the organization recognizes there are many additional children who should be receiving Early Intervention Services in Nevada. According to the National Institutes of Health, the frequency of speech-sound disorders in young children is 8 to 9 percent with evidence that the first 6 months of a child's life are the most critical to the development of language proficiencies.

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If you extrapolate these numbers to Nevada, you would expect to see approximately 54,000 - 61,000 of young children in the State with speech-sound disorders, yet there are only approximately 3,000 children receiving Early Intervention Services in Nevada. Capability Health is in a unique position to create tremendous advancement in preventing developmental delays from becoming long-term or permanent impediments to independent living. The organization views its Early Intervention program as preventive healthcare that enhances the lives of children while reducing overall healthcare costs during the lifetime of the children served. Capability Health has recently launched an initiative to ensure that every child in Nevada who has a developmental delay receives a diagnosis and Early Intervention Services within 5 years. The organization's goal includes ensuring there is early diagnosis of developmental delays, achievement of developmental milestones through Early Intervention Services and funding for the services. Capability Health is also examining the barriers to early diagnosis and treatment including awareness about developmental delays and perceived societal stigmas that cause parents and pediatricians to avoid addressing delays. Capability Health firmly believes that every child who receives Early Intervention Services will become successful young adults who attend college or launch into competitive employment in the community upon graduation from high school. Human Services Program Highlight Sephora Partnership While the majority of services provided by Capability Health fall into the healthcare or medical category, the organization also o ff e r s i n n o v a t i v e h u m a n s e r v i c e s programs. Human services are best described as capability enhancement services that help unlock individual potential and support independent living. Capability Health is proud of its record of securing competitive employment in the community for individuals with special needs. Through an exclusive partnership

with Sephora in Southern Nevada, Capability Health increased the number of adults placed in competitive employment by 100% from 2018 to 2019.

Capability Health's expertise in providing career launching services to adults with intellectual, mental, physical and social limitations facilitated the organization's selection as Sephora's business partner after undergoing a competitive application process. The process consists of a 9-week training program where Capability Health employs and trains adults to work in Sephora's North Las Vegas distribution center and graduation into work as a fulltime Sephora employee earning significantly above minimum wage with potential for advancement within Sephora. The program launched during the Summer of 2019 and boasted a 100% graduation rate by the end of the year.

pipeline of adults with special needs seeking employment and RTC, through the donation of vehicles and a grant awarded to Capability Health, provides transportation

to Sephora's North Las Vegas distribution center which is outside RTC's fixed mass transit routes. Whether providing therapy services to children with developmental delays or launching adults experiencing a limitation into a career with Sephora, Capability Health has remained true to its mission of delivering innovative healthcare and human services to individuals with special needs. For more information about services offered by the organization, please visit the Capability Health & Human Services website www.capabilityhealth.org

The Sephora partnership represents the ultimate collaboration of private and public organizations with participation by Capability Health and Sephora from the private sector and the Nevada Bureau of Vocational Rehabilitation and RTC representing the public sector. The Bureau of Vocational Rehabilitation provides a

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PROGRAM OFFERS SCHOLARSHIP, INTERNSHIP IN COMPUTER SCIENCE (BPT) - According to the Bureau of Labor Statistics, in 2020 there will be 1.4 million computer science-related jobs available, but there will only be 400,000 computer science graduates with the skills needed to apply for those jobs. Although computer science is the fastestgrowing profession within the ﬁelds of science, technology, engineering and math (STEM), only 8% of STEM graduates earn a computer science degree in school - with only a small percentage of those students from underserved backgrounds. To discover the untapped talent among today's high school and college students, scholarship opportunities can provide the encouragement and ﬁnancial means for more students to pursue these careers. The Amazon Future Engineer program is

part of the company's $50 million investment in STEM and computer science over the next five years. This fourpart, childhood-to-career program funds opportunities like after-school coding classes for kids in grades K-8, robotics programs and Intro and Advanced Placement (AP) computer science courses for high school students. One of the highlights of the program is the Amazon Future Engineer Scholarship, awarding 100 high school seniors from underserved communities scholarships of $40,000 over four years to study computer science at a four-year college or university of their choice. The scholarship also includes an offer for a guaranteed, paid internship with Amazon, after students complete their first year of college. It is one of the only computer science programs to offer a scholarship

and guaranteed internship placement to students. Previous scholarship winner and current Ohio University student Hannah Nguyen said, "Being selected for the program is incredibly empowering, especially with women being so underrepresented in the ﬁeld. I'm so excited for my future in computer science and I'm looking forward to the amazing opportunity to apply my knowledge while gaining realworld experience at this summer internship." What are the scholarship requirements? Completion of an AP computer science class in high school • Intent to pursue a computer science degree at a four-year college or university • Teacher recommendation •

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

Other factors considered include the applicant's academic performance, demonstrated leadership, participation in school and community activities, work experience, a statement of career and educational goals, and financial need. The inaugural class of scholarship winners announced in April 2019 includes 100 students from 32 states. All of the recipients demonstrated financial need and more than half of the students awarded scholarships were from underrepresented groups in the computer science field, such as women, first-generation immigrants and people of color. These students are attending some of the top universities and computer science programs in the country. Another scholarship winner from the class of 2019, Jailynn Primus, used her award to enroll at Howard University. "To me [it] means an investment in my future and the opening of doors that I thought were previously closed to me," she explained. "Being a double minority in STEM by being both African American and female, this empowers me to stay focused on the future I would like to create for both myself and society." To read more about previous scholarship winners, visit: blog.aboutamazon.com/community/howraising-her-hand-in-robotics-club-led-toan-amazon-scholarship. Applications for this year's scholarship will be accepted through Jan. 17, 2020 for current high school seniors. Interested s t u d e n t s c a n a p p l y a t AmazonFutureEngineer.com.

4 MYTHS ABOUT PC TECHNOLOGY SMALL BUSINESSES NEED TO REJECT (BPT) - The PCs you choose to power your small business can dramatically impact your company's productivity and competitiveness. However, many small businesses fall for common myths about computers, leading to poor purchasing decisions.

simultaneously, use resource-heavy applications or use software as a service (SaaS). PCs built for consumers often lack the computing power to handle these tasks resulting in lost productivity.

Here are four myths about PCs - and realities to help you make smarter technology decisions for your business.

Consumer-level PCs may also lack built-in security features of computers designed for businesses, which could make your business - and sensitive customer data vulnerable to cyberattacks.

Myth 1: Consumer PCs are interchangeable with business Pcs

Myth 2: RAM is the top factor in computer performance

Reality: Because they're built for activities like watching videos, checking email and surﬁng the web, PCs for the consumer market will not always have the computing power or security features sophisticated business applications demand. If a family laptop reluctantly boots up or crashes, it's annoying, but not serious.

Reality: Adding more random access memory (RAM) usually allows a computer to manage more data. But RAM alone won't improve a computer's performance - unless the PC has suﬃcient processing power. To make a PC faster and more eﬃcient, you need a powerful central processing unit (CPU) to optimize the RAM. While RAM is the memory, the CPU (or processor) is the computer's "brain," receiving instructions, performing calculations and processing information.

For a business, however, computers are mission-critical. Employees are more likely to run multiple applications

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To run today's resource-intensive business software eﬃciently, look for computers with plenty of RAM plus processing power, such as PCs combining an 8th Gen Intel(R) Core(TM) i5 processor with Intel Optane memory - delivering up to 2.5 times more responsive handling of everyday tasks and up to 66% faster web performance compared to 5-year-old PCs.

your cybersecurity and boost employee productivity. The next time you're making decisions about computer purchases, be sure you base your actions on reality. Then choose the right PCs to make your business more competitive. Learn more at Intel.com/smallbusiness.

Myth 3: You can wait until PCs fail before replacing them Reality: Long before a PC fails, its performance may suffer, costing your business time and money. Waiting for an older PC to start up every day can waste up to 11 hours a year. Crashing, freezing or slow computers can keep your employees from working efficiently, and may appear unprofessional to customers or clients. Sluggish, malfunctioning PCs can reduce employee satisfaction, as workers become frustrated with outdated technology. Don't wait until your business PCs slow to a crawl before upgrading. Be proactive. Look for hardware that exceeds your software vendor's recommended system requirements. This will help ensure your PCs can handle future software upgrades. Then set a regular schedule for upgrading your hardware. Myth 4: You're saving money by repairing old PCs Reality: Repairing or adding RAM to squeeze more life out of older computers may seem economical. But the cost of keeping older PCs running quickly adds up. According to Intel(R)commissioned research from J.Gold Associates, repairing breakdowns of a five-year-old computer costs an average of $662 per year. The same research found 43% of the small businesses surveyed had PCs that were over five years old - and malfunctioned each year. At that rate, you'd soon be spending more on repairs than on a brand-new, more powerful computer. Besides losing productivity during breakdowns and repairs, older computers are also slower. Using five-year-old PCs can make your employees up to 29% less productive, potentially costing your business up to $17,000 per year, per worker. Older PCs can also put your business at risk of cyberattacks. Per the J.Gold Associates survey, small businesses estimated that 34.47% of their computers over five years old had been hacked. With the average cost of a single data breach worldwide estimated at $35,745 per employee, an older PC rapidly becomes an expensive liability. In the same survey, small businesses reported that just 5.92% of their PCs newer than one year old had experienced cyberattacks. Newer computers frequently offer built-in security features to reduce risk of cyberattacks. If you've updated to Windows 10, upgrading to a PC with the 8th Generation Intel(R) Core(TM) processor can help you focus on growing your business instead of worrying about cybersecurity. Blindly accepting myths about PCs can be expensive for your small business. Upgrading to more powerful computers can optimize the performance of your business software, enhance

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

COMMON TECH HURDLES WHEN STARTING A SMALL BUSINESS “Technology should be an asset, not a barrier. By avoiding these common problems and leveraging your technology resources eﬀectively, you can increase eﬃciency and drive results for your small business.”

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(BPT) - Entrepreneurs love a challenge. But when starting a small business, there's one challenge that can prove especially difficult: technology. Savvy business owners know they need the right technology to compete in today's market. But the price can be prohibitive, and many business owners just aren't familiar with all the different infrastructure, systems and software they need to be successful. Thankfully, having deep pockets isn't the only solution to your tech problems. Here are some of the most common technology challenges small businesses face and how you can overcome them. Poor data organization Data is now the lifeblood of any business. But small business owners often fail to take advantage of all the valuable data at their fingertips. They may have issues with how they collect and store data, or they may lack the tools to analyze and make sense of data. In either case, it's a problem. But by upgrading your data storage systems, you can use data to craft better sales strategies, improve customer relations and maximize profitability. If data storage and databases feel like a foreign language, consider partnering with a technology expert. Dell Small Business advisors can help you audit your system and identify opportunities for improvements, so you always get the most out of your technology assets. Integration problems When building a technology environment, you want to integrate your systems so that everything works

together in harmony. Unfortunately, this is often a major challenge for small businesses. The reason is that cashstrapped companies often purchase system upgrades piecemeal when the funds become available. This disjointed buying process can prevent systems from working together properly, creating redundant data entry and visibility gaps that hinder your operations. For example, if your sales software doesn't integrate with your inventory systems, you could be missing an opportunity to improve sales strategies, cash ﬂow and inventory management. Simply aligning these two systems could enhance multiple areas of your business.

Not enough training If you're implementing new software, you need to give your employees adequate training time. Business owners often think that because their teams are small and employees will be using the software frequently, they'll naturally become experts. But smaller operations often need more training, not less, because there are fewer support resources when issues arise. This can cause frustration for employees and it ultimately means you're not getting maximum value from your new technology. To avoid these problems, consider investing in a professional training session when implementing new software. Lack of system maintenance

To avoid these problems, try to maintain continuity with your vendors when upgrading systems. This will help ensure that everything continues to work together as your technology matures. Security risks Many small business owners think, "Data breaches only happen to major corporations, not small businesses, right?" Wrong. In fact, 58% of data breaches occur at small businesses, according to a report from Verizon. To protect your business, you need to have robust cybersecurity systems in place. You can improve your cybersecurity by implementing ﬁrewalls, monitoring and other security systems. Just be sure those systems are always updated to the latest version so you're protected against the newest cybersecurity threats.

While most cloud-based systems are regularly updated by the software developer, you can't assume your technology is on autopilot. Like any other piece of equipment, your technology needs regular maintenance to perform its best and avoid major issues. Consider partnering with a managed services firm to continually monitor and maintain your systems for maximum performance. Technology should be an asset, not a barrier. By avoiding these common problems and leveraging your technology resources effectively, you can increase efficiency and drive results for your small business.

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

AS BUSINESS PAYMENT FRAUD SKYROCKETS, ARE YOU PROTECTED?

(BPT) - Whether your business is small, medium or large, as an owner you're probably all too familiar with the threats of payment fraud. A proactive approach can make a big diﬀerence in reducing your chances of experiencing this common type of fraud, saving you signiﬁcant time, money and stress. A whopping 74% of businesses were victims of payment fraud, according to the 2017 Association for Financial Professionals (AFP) Payments Fraud and Control Survey. What's more, 75% of that fraud was from check fraud. According to the AFP survey, the top three types of business payment fraud are:

President and Director of Consumer and Business Banking at Huntington. "Fortunately, there are great resources available for business owners to help them safeguard their businesses and their customers." BEC scams have evolved beyond the fraudulent transfer of funds. During the last tax season, criminals targeted human resource departments posing as company executives requesting employee W2 information via email. This information was then used in a variety of identity theft scams. Here are some tips to help prevent BEC:

Check fraud

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Keep login credentials private and secure.

Check fraud continues to be the most common type of payment fraud, as paper checks remain a commonly used payment method by businesses. Fraudsters can acquire unsecured check stock directly from the business or intercept mail to get a check that they will chemically wash to alter payment information.

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Be suspicious of requests for secrecy or to act quickly.

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Don't rely on email when requests are made to change payment instructions. Verify identity by using a known phone number, not a number in the email.

Wire transfer fraud

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Beware that fraudsters attempt to make emails look legitimate by using the name and logo of a real company.

•

Look for poorly worded messages and grammatical errors.

•

Remember that government agencies will never request a wire transfer.

•

Watch for common phrases "code to admin expenses" or "urgent wire transfer."

•

Report suspicious phone calls, emails and texts.

This type of fraud is the second-most reported type of payment fraud - increasing 40% since 2011. The dramatic increase in wire transfer fraud is commonly associated with an increase in Business Email Compromise (BEC) tactics, typically where fraudsters gather valuable information about businesses and then write an email posing as an employee or business leader requesting urgent funds be wired quickly. Corporate credit card fraud Currently the third-most common type of payment fraud, incidents of credit card fraud tend to have more upward and downward swings from year to year that seem to coincide with large data breaches at retailers where card data was stolen. Twenty-nine percent of businesses that responded to the AFP survey said they had experienced payment fraud with potential losses of $250,000 or more. And a staggering 8% of those expect potential losses to exceed $2 million. Experts advise business owners to be particularly cautious about BEC scams as fraudsters are increasingly using this strategy in clever new ways. "Business owners need to be as diligent in preventing fraud as criminals are in committing it," said Andy Harmening, Senior Executive Vice

Additionally, whether it's BEC or another type of business payment fraud, it's important to work with a bank that offers tools to help you proactively negate threats. For example, Huntington offers a variety of fraud mitigation tools, such as Check Positive Pay that provides early detection of fraudulent, altered or counterfeit checks through a daily verification of checks presented for payment against a check issue file. Another useful tool is Reverse Positive Pay, which allows business leaders to review checks posted before actually paying them, so you can flag fraud before it happens. To learn more about cybersecurity tools, best practices and resources you may want to consider as you develop an approach to protecting your organization, visit huntington.com/Banking-That-Cares. 33

NEVADA SMALL BUSINESS RESOURCE DIRECTORY ACCESS TO CAPITAL Accion-Las Vegas Phone: (702) 250-3372 Web: www.accionnv.org

USDA Rural Development Las Vegas Phone: (702) 407-1400 ext. 103 Web: www.rd.usda.gov/nv

Bank of Nevada Multiple Locations Web: www.bankofanevada.com

The Valley Center Opportunity Zone (VCOZ)-Las Vegas (702) 384-8269 Web: www.vcoz.org

Prestamos/CPLC Las Vegas Phone: (702) 207-1614 Web: prestamosloans.org Nevada State Bank Multiple Locations Web: www.nsbank.com

BUSINESS COUNSELING Nevada Small Business Development Center-Multiple Locations Web: nsbdc.org

Nevada State Development CorporationLas Vegas Phone: (702) 877-9111 Web: www.nsdc.com

SCORE Multiple Locations Web: www.score.org

Nevada State Development CorporationReno Phone: (775) 770-1240 Web: www.nsdc.com

CHAMBERS OF COMMERCE Carson City Chamber of Commerce Phone: (775) 882-1565 Web: www.carsoncitychamber.com

Nevada Business Opportunity Fund Las Vegas Phone: (702) 734-3555 Web: www.vedc.org/nevada

Henderson Chamber of Commerce Phone: (702) 565-8951 Web: www.hendersonchamber.com

Prestamos/ CPLC Las Vegas Phone: (702) 207-1614 Web: prestamosloans.org Rural Nevada Development CorporationEly Phone: (775) 289-8519 Web: www.rndcnv.org Small Business Administration (SBA) Multiple Locations Web: www.sba.gov The Interface Financial Group Las Vegas Phone: (702) 636-8644 Web: www.interfaceﬁnancial.com/Schultz

Wells Fargo Multiple Locations Web: www.wellsfargo.com

Urban Chamber of Commerce 1951 Stella Lake St. Suite 26 Las Vegas, NV. 89106 Phone: (702) 648-6222 Web: www.urbanchamber.org Women’s Chamber of Commerce of Nevada-Las Vegas Phone: (702) 733-3955 Web: womenschamberofnevada.com *There are many Chambers of Commerce in Nevada. For more visit: http://business.nv.gov/Resource_Center/N etworking/ EXPORTING Governor’s Oﬃce of Economic Development– International Trade Web: www.diversifynevada.com Oﬃce of the U.S. Trade Representative Web: ustr.gov Nevada Industry Excellence Multiple Locations Web: www.nevadaie.com National District Export Council Web: www.districtexportcouncil.org/nevada 10

Las Vegas Asian Chamber of Commerce Phone: (702) 737-4300 Web: www.lvacc.org

U.S. Department of CommerceU.S. Export Assistance Las Vegas Phone: (702) 388-6469 Web: 2016.export.gov/nevada

Las Vegas Metro Chamber of Commerce Phone: (702) 641-5822 Web: www.lvchamber.com

GOVERNMENT CONTRACTS

Latin Chamber of Commerce (Las Vegas) Phone: (702) 385-7367 Web: www.lvlcc.com

Clark County Small Business Opportunity Program Las Vegas Phone: (702) 455-0000 Web: www.clarkcountynv.gov

The Chamber of Commerce Reno + Sparks-Reno Phone: (775) 636-9550 Web: www.thechambernv.org The Gay & Lesbian Chamber of Commerce Nevada Las Vegas Phone: (702) 625-3882 Web: www.glccnv.org

Governor's Oﬃce of Economic Development—Emerging Small Business Program and Procurement Technical Assistance Center (PTAC) Carson City and Las Vegas Web: www.diversifynevada.com

INCUBATORS/SHARED WORK SPACE Adam's Hub -Carson City Phone: (775) 222-0001 Web: www.adamshub.com Bridgewire -Sparks Web: bridgewire.org Co-Operate On Las Vegas Web: www.co-operateon.com CUBE at Midtown -Reno Phone: (775) 622-9900 Web: www.cubeatmidtown.com

The Mill Downtown Las Vegas Web: http://themill.vc

City of Sparks Phone: (775) 353-5555 Web: http://cityofsparks.us/

Work in Progress -Las Vegas Phone: (702) 906-2323 Web: www.workinprogress.lv

Clark County Phone: (702) 455-2000 Web: www.clarkcountynv.gov

Urban Chamber of Commerce Las Vegas Phone: (702) 648-6222 Web: www.urbanchamber.org/pages/About Facility/

Washoe County Phone: (775) 328-2000 Web: http://cityofsparks.us/

INSURANCE

Henderson Business Resource Center Henderson Phone: (702) 565-8951 Web: www.hendersonchamber.com

State of Nevada, Division of Insurance Carson City and Las Vegas Web: www.doi.nv.gov

Innevation Center -Las Vegas Phone: (702) 444-1111 Web: www.innevation.com

LABOR LAWS State of Nevada, Office of the Labor Commissioner Carson City and Las Vegas Web: www.labor.nv.gov

Pacific Workplaces -Reno Phone: (775) 360-2000 Web: pacificworkplaces.com/locations/reno -office-space RedFlint Vegas -Las Vegas Phone: (702) 408-3200 Web: www.phoenix.edu/redflint.html Reno Collective -Reno Phone: (775) 391-0195 Web: renocollective.com StartUpNV Reno and Las Vegas Web: startupnv.org The Coop-Las Vegas Phone: (702) 636-9101 Web: www.thecoopcowork.com/en The Innevation Center (UNR) Reno Phone: (775) 682-8612 Web: www.unr.edu/innevation

LICENSING Nevada Secretary of State Multiple Locations Web: www.nvsos.gov Carson City Phone: (775) 887-2000 Web: www.carson.org City of Henderson Phone: (702) 267-2323 Web: www.cityofhenderson.com/economicdevelopment/home City of Las Vegas Phone: (702) 229-6011 Web: www.lasvegasnevada.gov City of North Las Vegas Phone: (800) 326-6868 Web: www.cityofnorthlasvegas.com City of Reno Phone: (775) 334-2090 Web: http://www.reno.gov/home

*There are several business licensing offices in Nevada. For more click here:http://business.nv.gov/Resource_ Center/Licensing/Permits/ TAXATION State of Nevada, Department of Taxation Multiple Locations Web: www.tax.nv.gov Internal Revenue Service Las Vegas Phone: (702) 868-5005 Web: www.irs.gov TRAINING OPPORTUNITIES Nevada Business Opportunity Fund Las Vegas Phone: (702) 734-3555 Web: www.vedc.org/nevada Nevada Small Business Development Center -Multiple Locations Web: www.nsbdc.org Vegas PBS- Global Online Advanced Learning (GOAL) Las Vegas Phone: (702) 799-1010 Web: www.vegaspbs.org/workforce SBA Multiple Locations Web: www.sba.gov SCORE Multiple Locations Web: www.score.org

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

What exactly is a “small business?” By Marcel F. Schaerer, B&I Deputy Director

I grew up witnessing both my mother and father prosper as small business owners. The exposure to family business throughout my childhood led me to a great deal of admiration for small business owners and entrepreneurs. I saw my mom, a single mother of four children, working in her party rental business every single day of the week except Sunday afternoons. As a teenager, I remember watching my dad develop and cultivate relationships when running his bakery. I gained invaluable practical exposure to business operations as well as learning the importance of hard work, consistency and reliability. As an adult, I followed my parent’s entrepreneurial path and founded a workforce consulting and training firm with my wife Sylvia in 1996. Small business is in my blood and it continues to play a significant role in my professional life today. Today, there are an increasing number of people and organizations throughout Nevada focused on helping the small business sector. Growth and development of small business is also a priority for Governor Steve Sisolak. Since taking office, he and his administration have signaled that small businesses have a big part in the future of Nevada’s continued economic expansion and success. But, what exactly do we mean by a “small business?” It’s a commonly used phrase, but there typically isn’t a one-size-fits-all definition. Depending on the context and the person using it, small business means different things to different people. Here are a few different answers to help us understand what individuals may be thinking when they refer to a small business: Ÿ Ÿ Ÿ Ÿ

A wide variety of service and retail operations, as well as internetrelated businesses, employing 5 to 10 people Small or medium-size manufacturers that employ 200-250 people Concepts and terms such as self-employed, entrepreneur, and startup enterprises The U.S. Small Business Administration (SBA) generally defines it as firms with fewer than 500 employees vary-ing in size by industry, legal structure, revenues and regulatory requirements Nevada Revised Statue 233B.0382 defines small business as a business conducted for profit which employs few-er than 150 fulltime or part-time employees

Even though definitions and concepts can get a bit confusing, this essential sector is a big deal not only for the U.S. but also the Nevada 36

economy. According to the SBA’s 2019 Small Business Profile for Nevada, 270,079 or 99.2% of all firms in Nevada are small businesses. Small businesses indeed provide vital and innovative services and products, generate sales tax revenue and create thousands of great jobs in our communities. The size of small business also matters because it means opportunity to access free assistance, secure low-interest loans, receive government certification and contracts, and tap into certain benefits such as tax breaks. I once read, "Small business is what you make of it." This short mantra conjures powerful images of the positive attrib-utes of the people behind these endeavors, regardless of the number of employees. Here are a few essential ones that come to mind: Ÿ Imagination to address and solve needs Ÿ Passion and confidence to build something great Ÿ Tenacity and resilience to make dreams a reality Ÿ Willingness to work much, much harder Ÿ Successful because of open minds, working hands, and caring hearts What attributes of small business owners come to your mind that could be added to that list? What I know with a high degree of certainty from our work and mission at the Department of Business & Industry, is that small businesses have a lot of needs. They need help in many different areas. They need help in planning, help with software, networking, training, licensing, location, legal structure, funding, taxes, certifications, marketing, hiring people, avoiding costly mistakes, and many others. However, they don't have to do it alone. As I mentioned before, a great group of people and organizations exist to help folks with mentoring and specific needs. The Guide to Starting and Growing a Business in Nevada is a comprehensive resource that connects small businesses and entrepreneurs to information, organizations, tools and assistance. To explore the roadmap to small business, success visit the Department of Business and Industry website at http://business.nv.gov, go to "Business Resource Center" on the menu and click on "Nevada Business Startup Guide."

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

GIVE YOUR BACKSIDE A BREAK: 4 TIPS IF YOU SIT FOR EXTENDED PERIODS (BPT) - Sitting is nearly impossible to avoid. Whether during your daily commute, working hard at your desk or watching your favorite TV show on the couch, sitting can provide relief and give you the opportunity to relax.

take a quick walk around the office, find a longer route to the water cooler or grab a coworker for a few laps around the parking lot during lunch. If your office allows it, opt for a standing desk to get you off your butt and onto your feet.

brand formulated to soothe, cool, cleanse and care for your backside. To help shorten the time spent on the toilet, avoid digital distractions, like your phone, that can lead to spending extended time sitting in the bathroom.

However, sitting for a long period of time can lead to some adverse health eﬀects. According to a recent survey commissioned by Preparation H, 63% of Americans admit that staying seated for an extended period has resulted in butt pain or discomfort.

2. Improve poor circulation

4. Bring the power back to your brain

Let's face it - we all want to get home, kick oﬀ our shoes and get lost in our couch cushions for the rest of the night. However, sitting for too long causes your blood to remain in your feet and lower legs due to lack of movement, causing your body's circulation to slow down and resulting in numbness and tingling. To break up your sitting marathon, try to perform a few simple bodyweight exercises during commercial breaks or use the time to get up and tidy your living room space.

Your physical health isn't the only thing suffering from sitting - your mental health is affected as well. Sitting for extended periods can slow down brain function, leading to memory loss and a foggy brain feeling. If you're feeling distracted or can't seem to accomplish a task at hand, try getting up and going for a quick walk to help improve concentration and keep blood flowing to your brain so the next big idea is right around the corner.

3. Leave backside discomfort in the past

Whether it's getting in an extra couple of steps or banishing your phone from the bathroom, these small changes can be beneficial in reducing the negative effects of staying seated for too long. Sitting will inevitably be a part of your day, but by implementing these tips, you can give yourself a pat on the back for putting your health first.

While sitting may be one of our favorite positions, the following tips will help you diminish the harmful, but common, side effects of sitting and highlight how to give your backside the break it deserves. 1. Move bad posture out of the way Sitting down at a desk for eight hours at work each day is common for many professions, in addition to sitting during the commute to the office. For many, this is the preferred position, as one in four employed Americans would not show up to work if they could not sit down the entire time. However, sitting can have significant effects on our backs and spines, causing pain and discomfort. To avoid bad posture and a stiff neck or back, 38

Everyone uses the bathroom throughout the day, but some may spend a little too much time on the porcelain throne. The time spent sitting, as well as the habits associated with the activity, can ultimately contribute to the causes of hemorrhoid ﬂare-ups, like constipation and straining. When hemorrhoids do strike, Preparation H is the #1 doctor-recommended OTC hemorrhoid

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InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

VAST MAJORITY OF AMERICANS LOSE SLEEP TO BINGE-WATCH TV

GENERAL BUSINESS | LEGAL | FINANCIAL | TECH | HEALTH & WELLNESS

(BPT) - A new survey from the American Academy of Sleep Medicine (AASM) found that 88% of U.S. adults admitted to losing sleep due to staying up late to watch multiple episodes of a TV show or streaming series - and this number jumps to 95% when looking at 18- to 44-year-olds.

after another to ensure you keep watching. This makes it easy to think "OK, one more episode," leading to late nights and sleepy mornings. Check settings to turn off the "auto-play" and ensure you are consciously choosing when to continue watching, and when to power off for bed.

The same survey shows that Americans rank sleep as their second most important priority, following family. But actions speak louder than words, and it's not just TV shows that are taking precedence over sleep. Two-thirds of adults have lost sleep due to reading, 75% of men have lost sleep watching sporting events, and 72% of those aged 18-34 have put video games ahead of bedtime.

Make time on the weekend. If you enjoy streaming for longer periods, set aside part of your weekend to catch up on your favorite shows. Reserving Saturday or Sunday afternoon will provide more time for getting immersed in your shows, while still providing adequate time for sleep.

"Choosing to binge on entertainment at night instead of sleeping has serious ramifications," said AASM President Dr. Kelly A. Carden. "Sleep is essential to health, wellbeing and safety, and chronic insufficient sleep can lead to an increased risk of health problems, mood disorders and motor vehicle accidents." Here are a few tips to help bingewatch responsibly: Set an episode limit. Commit to a specific number of episodes at the beginning of your watching session. To decide how many episodes you can fit in, determine your bedtime. The AASM recommends adults get seven or more hours of sleep for optimal health. Use this bedtime calculator to find out when you need to go to bed based on your wake time. Get out of the "auto-play" loop. Many streaming services will automatically launch episodes one

Filter out blue light at night. If you stream content on a cell phone or tablet, make sure you have altered the device's blue light setting to minimize the alerting effects of screens at night. Bright light, such as that from a mobile device, sends signals to your brain that indicate you should be awake. This can make it difficult to fall asleep. Adjust your screen's brightness in the evening and avoid any electronics at least 30 minutes before bedtime. Avoid using devices in bed. Streaming from the comfort of bed can also impede your ability to fall asleep. It's best to keep electronics out of the bed so that you associate your bed with sleep when you lay down at night. If you are experiencing ongoing sleep problems, talk to your medical provider, who may direct you to the sleep team at an accredited sleep center for help. For more information and to find a local accredited sleep center, visit www.sleepeducation.org.

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

PRIORITIZE YOUR HEALTH IN THE NEW YEAR (BPT) - Now is the time of year when people typically take inventory of their lives and set new goals. Relationships, finances, careers and health are all important aspects that impact overall well-being. For this New Year, consider making your health a top priority. According to the recent America's Health Rankings Annual Report, the nation's obesity rate continues to rise, with one in three adults now experiencing obesity. This alarming statistic may have serious health consequences such as diabetes, which now impacts approximately 30 million adults and is the No. 1 cause of kidney failure, lower-limb amputations and adult blindness, according to the Centers for Disease Control and Prevention. There are many factors that play a role in your health, but one that you can control is making a commitment to start living a healthier lifestyle. Sure, there will be some bumps during your well-being journey, but your goal can be achievable and you deserve to reap the benefits. Ann Marie O'Brien, national director of health strategies at UnitedHealthcare, offers the following tips for achieving a healthier you in 2020.

GENERAL BUSINESS | LEGAL | FINANCIAL | TECH | HEALTH & WELLNESS

Stay active

Eat healthier

Regular exercise may help you live longer and may reduce your risks for a host of diseases. Try to aim for at least 2.5 hours of moderate aerobic activity a week, but if that's too challenging then start off with 15 minutes here and 15 minutes there. Every little bit counts. To be successful, your fitness program should become a part of your daily life.

Sure, it's easier said than done, but good nutrition is a vital part of a healthier lifestyle. Experts say the healthiest diets are rich in fruits and vegetables, because these foods are full of healthful nutrients and fiber. Here are three simple tips to eating healthier: Go for more fruits and veggies; choose less meat and fat; and keep an eye on the size of your food portions. Just saying "no" to the buffet can do wonders.

Also, check with your health plan and employer to see if they offer wellness incentives. For example, UnitedHealthcare's Gym Check-In program enables participating employers to provide employees and their spouses the opportunity to each earn hundreds of dollars a year for visiting a fitness facility 12 days or more per month.

Reduce your stress If you're feeling stressed, it's important to unwind and relax by doing something you enjoy. Maybe it's watching a movie, reading a book or volunteering to give you time to recharge. Also, make time to connect with others. Maybe that's friends, family, a faith group or a hobby club. It's

important that you don't isolate yourself after a stressful event. Remember, if you cannot get a handle on your stress, talk to your doctor. She or he may recommend a counselor who could help you find other ways to help reduce or manage the unhealthy stress in your life. Team up with your doctor Take time today to make an appointment with your doctor for your annual wellness visit and be sure to ask about preventive services such as health screenings and vaccines. Check with your health plan as many preventive services have no additional cost, as long they are delivered by care providers in your plan's network. Your doctor will help you create a treatment plan to help manage any chronic conditions, such as asthma, diabetes and high blood pressure.

InfinityBy BUSINESS MAGAZINE Dana Earhart, of Dana Earhart Consulting

THE RISE OF CROWDFUNDING TO PAY FOR FUNERALS (BPT) - You've seen them on your Facebook and Twitter feeds shared by friends and family members, the tragic stories of a loved one's passing and a plea for help in covering the expense of a memorial or funeral. As crowdfunding has grown, it's become a go-to resource for many families struggling to cover end-of-life expenses including funeral costs, and to provide finances to care for surviving family. Memorials, including funerals, are one of the fastest-growing fundraising categories o n G o F u n d M e . c o m , a n d 11 3 , 0 0 0 campaigns created between 2010 and 2014 collectively raised more than $340 million. Memorial campaigns have extensive reach among the public as well, with nearly one in five adults ages 20-39 using the internet to solicit or donate money for funeral-related arrangements, according to a 2015 study. What's behind this trend? Three key factors have fueled the rise of funeral crowdfunding: * The cost of funerals has grown substantially. According to the National Funeral Directors Association, holding a funeral service for a loved one in 1971 would typically have cost under $1,000. Today, that same service is likely to cost $7,000 or more. Over the same period, personal savings rates in American households have dropped from more than 12% to just over 5%, according to federal 46

data from the Bureau of Economic Analysis. Together, these changes mean more families are less prepared than ever to tackle end-of-life expenses. * Life insurance ownership has fallen. While the number of people asking family, friends and strangers for help in covering expenses following a death has grown, the number of Americans purchasing life insurance has declined. According to LIMRA, covering funeral costs is the number one reason Americans purchase life insurance. Yet the number of Americans who have purchased policies to help their family cope with funeral expenses and other end-of-life costs dropped 32% between 2001 and 2014. * People overestimate how much insurance costs. Even as ownership of life insurance has declined, premium rates have dropped to near historic lows, thanks to improvements in underwriting and technology. Yet a recent survey by LIMRA found most people overestimate the costs of even simple term life insurance by at least three times. As a result, many don't purchase coverage when they should. While seeking donations for memorial expenses may seem like an easy way to cover end-of-life costs, crowdfunding should come with a note of caution. The average memorial campaign raises just over $3,000, based on data from GoFundMe - far

short of the cost of many funerals. Further, the uncertainty and unpredictability of covering costs via donations adds more disruption at a time when most families need stability. The last thing a family should need to contend with in a period of grief is building a crowdfunding page, constructing a narrative and soliciting donations from friends and strangers alike. By contrast, life insurance provides clarity and a measure of certainty. "Life insurance is first and foremost about peace of mind," says Salene HitchcockGear, president of Individual Life Insurance at Prudential Financial Inc. "With the right coverage to fit your needs and budget, not only will your family receive a guaranteed death benefit that can help cover funeral costs, but some policies can also offer benefits during your lifetime, like providing supplemental retirement income or helping pay for care in the event of a chronic illness." No one likes to think about it. But planning ahead can ensure an already difficult time doesn't come with added burdens on loved ones. With adequate life insurance in place, you can guarantee your ability to provide for the future needs of those you love rather than leaving your final expenses up to chance and the generosity of strangers.

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