Advantage Magazine (vol. 3, iss. 6)

Vol 3, Issue 6

SMALL BUSINESS

Pedaling Forward How Leigh Burdett set her tires in motion and built a sustainable tourism business

e-Marketing for better business De-stress for success Surprising true cost of going green www.AdvantageBizMag.com

$2.49

Taking care of your

top performers (without emptying your wallet)

Any business is built on a foundation of solid employees.

Continuing to keep them engaged, happy and away from your competitors is a constant challenge. If your top performer left for greener pastures, how would that impact your business?

Join us to learn how to create an environment that promotes productivity, continual learning and rewards for everyone.

What you will learn… ★ ★ ★ ★ ★ ★ ★ ★

When:

How to cement key employee relationships Feedback that works Creating vested interest Showing the lights at the end of each tunnel Understanding motivations Different compensation structure options Re-engaging disinterested employees Creating a “think like an owner” culture

Chad V. Sorenson, SPHR, is the Vice President of Operations and co-founder of Talent Development Inc. and has over 15 years of diverse Chad V. Sorenson, SPHR business and human resources experience.

He has worked with companies ranging in size from 5 to 10,000+ in a variety of industries.

Throughout his career, Mr. Sorenson ahs dealt with a variety of HR situations including day to day employee relations, leadership training, company start-up, downsizing and layoffs, HR department set-up and restructuring and development of performance management systems.

August 11, 2011 11:30 a.m. to 1:00 p.m.

Where: My Executive Center

4600 Touchton Road, Building 100, Suite 150 Jacksonville, Florida 32246

Cost: $30 How to register: online at www.advantagebizmag.com/events Brought to you by:

About the speaker

Speaker sponsor:

Mr. Sorenson is also the President and founder of Adaptive HR Solutions, LLC, a human resources consulting company in Jacksonville, Florida. He is a graduate of Morningside College in Sioux City, Iowa and is certified as a Senior Professional in Human Resources (SPHR) from the HR Certification Institute (HRCI). He also serves on the Board of Directors for the Society of Human Resource Management – Jacksonville Chapter.

Contents

IN EVERY ISSUE From the Publisher 30 Jax Business Briefs 32 On the Street 4

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2

0

p.

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6

Vol 3, Issue 6

16

PROFILE

Pedaling forward

Inspired by the book ‘A New Earth’ by Eckhart Tolle, Leigh Burdett set her tires in motion and built a sustainable tourism business with her e2ride bike tours.

DOWN TO BUSINESS

6

Getting to the ‘green’

8

Personal watchdog

12

Power up your profits

How to conduct business on the golf course How to be your own CFO in 5 minutes a day What you need to know to conduct powerful sales meetings

Industry Insider Advantage From red to ‘green’

23

Stressing a new way of life

26

e-Marketing and your business

28

The greenhouse project

p.

3

3

20

The truth about the cost of greening your business Identify how stress affects you and ways to better manage it How electronic newsletters and email advertisements promote top-of-mind mentality and raise brand awareness Learn how The Broach School initiated a green movement

AFTER HOURS 33

Ed Exley:

On the road again

In Our Next Issue Why consistency is the key to successful marketing Benefitting from QR Code technology Public speaking for personal and business development

Can’t wait for the next issue? Get a sneak preview. Subscribe to RSS feeds on our Web site, www.advantagebizmag.com, and visit us on Facebook, Twitter, and LinkedIn. Volume 3, Issue 6

3

from the publisher

Greenie in training Over the last couple of years, I have struck up a relationship of sorts with a few people that I would consider greenies. This isn’t meant as a derogatory term; it is just the label I give people that willfully ignore economics because being “green” is that important to them. They are the pioneers of a movement—and thank goodness they are because it has to start with someone.

Admittedly, I’m not there yet. While I do choose paper over plastic, stay away from Styrofoam, and properly dispose of used motor oil, I still drive a thirsty V-8, water my grass as needed, and lose little sleep over of my carbon footprint. Now you know where I am coming from. If I can save money and be socially responsible, I’m all for it. Ask me to pay $1.75 more for that floor cleaner, however, and I don’t think so; you must have me mistaken for someone else.

Ironically, it is this shallow mindset that Wally Conway from HomePro Inspections picked up on. He said the magic words I wanted to hear, “I will show you how you can lower your energy bills in your home and save the planet at the same time.” Now we’re talking, I thought. “When can you come over?” I asked.

Wally and Phillip showed up right on schedule. Armed with equipment, they unpacked right inside my front door.

Elaborate fans, infrared scanners, probes, and other stuff I didn’t recognize, but it instantly brought back memories of the movie “Ghostbusters.”

Wally took me aside and showed me my energy usage patterns from the JEA website on his laptop. A few calculations of electric, sewer, and gas created a baseline from which I would measure my future energy saving efforts.

Phillip was busy doing whatever “energy busters” do, which includes peeking behind my walls, inspecting weather stripping, and measuring the air tightness of my home. The special cameras

4

showed me how much heat was entering my home on a warm summer day.

Finally, the curiosity got to me and I blurted out, “How much is your energy bill, Wally?” He said, “$58 bucks a month,” with a proud grin. I looked at him with astonishment as if I just witnessed him walking on water.

He was quick to point out that results are different for everyone and there is a trade-off for all of life’s creature comforts.

For example, most would not be interested in taking cold showers to save $10 in a month in heating water. (Try convincing your spouse of that behavior modification!)

After an extensive review, Wally and Phillip left, but not before giving me lots of homework—improving insulation, sealing windows, switching to low-heat light bulbs, just to name a few. I haven’t completed everything yet, but the review did put me in a different mindset. It’s sort of a game for me now, with the score card coming in the form of my utility bill.

What I learned about this experience to move toward green is that it is a marathon, not a sprint, and I still have a lot to learn. A greenie in training, I guess.

Until next time,

Brian Barquilla, founder and publisher brian@advantagebizmag.com 904-704-5058

www.AdvantageBizMag.com

FROM OUR READERS

SMALL BUSINESS

Publisher Brian Barquilla

brian@advantagebizmag.com Account Executive Leigh Black leigh@advantagebizmag.com

Editor Wendy Bautista wendy@advantagebizmag.com

Editor Emeritus Linda Segall linda@advantagebizmag.com

Art Director Jen Hankey jen@jenhankey.com Contributing writer Robyn A. Friedman

RAFWriter@att.net

Ed i t o r i a l

Ad v i s o r y

Board

Sandy Bartow Jacksonville Regional Chamber of Commerce

Tim Blin Premier Garage

Nelson Bradshaw BBVA Compass

Kimberly Deppe, APR Community First Credit Union

Janice Donaldson Small Business Development Center at the University of North Florida

Clint Drawdy Hire Methods Inc. Wilfredo J. Gonzalez U.S. Small Business Administration Aaron Marston HIT Center Jackie Perry Beaver Street Enterprise Center Myron Pincomb MWP Investments, LLC

Jacksonville Advantage: The Resource for Small Business is published 12 times per year. Reprints are available. Content of contributing advertisers does not reflect the opinions of the publisher.

Advertisers have proofed respective articles, and content is assumed true and correct. Jacksonville Advantage is not responsible for the business dealings of its advertisers. Jacksonville Advantage is for information purposes only. ©2011 Jacksonville Advantage. All rights reserved. The contents of this publication, including articles, may not be reproduced in any form without written permission from the publisher. Address changes should be submitted via email to subscriptions@advantagebizmag.com. Send story ideas and requests for article reprints to brian@advantagebizmag.com or call 904-704-5058.

Volume 3, Issue 6

What our readers tell us I enjoyed the article titled “Be a better blogger” by Pete Michaud in a past issue of Jacksonville Advantage. I teach a blogging workshop called Blogging for Business and Pleasure for UNF Continuing Education and I loved it so much, I shared the article with the students in my workshop.

—Sharon Y. Cobb, UNF Writers Conference Director Thank you for the congratulations e-mail for being named one of the Top 50 Small Business Influencers and for Advantage Magazine’s dedication to providing local business owners with the opportunity to meet and do business with one another in the Jacksonville community. You and your organization are awesome.

—Ellen G. Bushnell, CPA, Bushnell & Company, PA I am truly honored to be named one of the Top 50 Small Business Influencers and to be in the company of so many fine people here in Jacksonville at http://advantagebizmag.com/ archives/category/featured-articles —Al Bagocius, The A & I Consulting Group/ Creative Packaging Solutions Thank you so very much for the honor of being selected as one of the top 50 “need to know” business owners. I’ve worked hard helping small business owners and this is definitely an honor. I appreciate it.

—Keith E. Johnson CPA, CIA What a fun Top 50 event! More importantly, what a PRODUCTIVE event…lots of NEW connections for everyone, and I sincerely hope more people find TRUE value in Advantage! Thank you for including me, promoting the event, encouraging small businesses/entrepreneurs to support those they felt were deserving, and for having a great event at Aloft! On behalf of myself and my clients at Outside The Box, thank you!

—Camille Clement Gregg/CEO, Outside the Box Many thanks for allowing me to be a part of your wonderful Top 50 event and recognition. And many congratulations on such a successful launch of this type of event—well done!

—Judith A. M. Smith, DM, president and CEO, HandsOn Jacksonville Inc.

5

down to Business

WORKSHOP

Getting to the ‘green’ How to conduct business on the golf course

W

hile there are many ways to conduct business, the golf course is definitely at the top of many lists—but there is a certain

art to it.

“A lot of people think you don’t get to know a person until you get on that golf course and you’re playing,” says Mary Hafeman, president and owner of Fore in One Golf Services, former LPGA Tour player, and speaker at the Knowledge is Power workshop, “The art of business on the golf course: Building better relationships one hole at a time,” presented by Comcast Business Class. “And it’s not about how well you play; it’s really about looking at the other person and seeing how they really are and how they react to different situations—are they playing fair and calm, or are they cheating, yelling, and throwing their clubs?” she jokes.

According to Hafeman, golf and business really mix on multiple levels. “The best aspects of playing golf with clients is how it promotes relationship and career building and helps with your networking because you already share a common interest,” says Hafeman. And because it is outside of the office setting, you have four to six hours with your client or boss without any distractions.

The basics “You don’t have to be a super fantastic player to conduct business on the golf course, but you should know some proper golf etiquette,” says Hafeman, who recommends that before you play, you know the dress code and who goes first on the tees. “You have to look like you know what’s going on and how to get around a course and clubhouse.

The easiest way to learn proper golf etiquette is to ask friends who are knowledgeable in golf or a golf pro at the club.”

6

You also have to know the basic rules.

“While there are only 32 rules in the game of golf, the perception of what the rules are differ because the decisions book is huge,” says Hafeman. She recommends you at least know the six main rules, such as where do you start, which tees, not teeing up in front of the tee markers, what to do about a lost ball, who should go first, and what the red stakes are such as water hazards and positioning.

“Social golf is different than competitive golf, so basically if you can’t figure out what the rule is, do what’s fair,” says Hafeman. As far as equipment goes, Hafeman says you need to know what you need to play, such as clubs, shoes, proper clothes, gloves, hats, golf balls, etc., but watch out as perception is reality and you don’t want to “upstage” your client or boss. “It’s all in knowing who you are playing with and at what level,” advises Hafeman.

Ready to play Now you are ready to play, but what are some of the logistics?

Prior to playing, you need to figure out who to ask to play. Not everyone will be a golfer, so you have to know who of your clients play and at what ability or skill set. Once you establish that, choose a course, scope it out to set up expectations, and arrange tee times.

“It is also helpful to find out what that course’s dress code is so you can prepare yourself as well as your client or boss as different courses allow different attire. A little pre-course planning will go a long way when it comes to conducting business on the course,” says Hafeman.

When you are on the course, Hafeman recommends you establish upfront who is teeing off first and what the game entails, such as will there be betting. “When it comes to the rest of the game, basically you www.AdvantageBizMag.com

want to follow general rules of etiquette regarding the beverage cart and determining who pays for what and when you should start talking business,” says Hafeman.

“After you play 18 holes, you should come in to the clubhouse and do the traditional have lunch or a drink or settle the betting of the game if there was any,” says Hafeman. “And it is OK to purchase a little something as a memento in the pro shop for your client, if you so desire.”

Golf and business “Remain friendly and calm, and you will develop relationships and have fun with the game and experience,” says Hafeman. Golf and business do mix perfectly together, and by knowing basic golf etiquette, the rules of golf, your required equipment, and a little preplanning, you can be getting to the green in more ways than one. ■

Mary Hafeman can be reached at 904-233-0989, mhafe@aol.com, or through www.maryhafemangolf.com.

To view and register for upcoming Knowledge is Power workshops, visit www.advantagebizmag.com and click the workshop link at the top.

Volume 3, Issue 6

7

down to Business

WORKSHOP

Personal watchdog How to be your own CFO in 5 minutes a day

T

here is a lot of information that often times gets overlooked or misconstrued on these things that these accountants and bookkeepers and QuickBooks gives you called the P&L and balance sheets,” says Richard T Balog, CPS/CFF, CIA, CGFM, DACFE, of Balog + Tamburri CPAs and speaker at a recent Knowledge is Power workshop sponsored by First Atlantic Bank. “So knowing what to look for and understanding what you see is very important.

Balog says there are three main reasons why a company will not make it and go bankrupt: • Initial undercapitalization. The company should never have been in the business in the first place. “If you don’t have six months to live off of when you start your business, you chance of failure is 90%,” says Balog.

• Non-payment of payroll taxes. “You don’t file payroll taxes timely or think you have six or nine months to ‘play’ with the money and withhold payroll taxes. Well, the government has a new plan for that; they take your house,” says Balog.

• Unaware of true costs. Owners do not know what it really costs them to deliver a product to a customer. “Not knowing what it costs you to produce a product or provide a service is detrimental to any business, but you need to find and add in all costs, such as the gas for the truck to deliver the goods, etc.,” says Balog.

Demystifying the P&L According to Balog, the income statement or P&L as QuickBooks calls it, is broken into three pieces: gross profit, operating profit, and net profit.

“The reason for this is not to make it more complex to look at, but what the income statement does is really tell you where the costs are being incurred, where you are making your money, and looking back about one month, you should start to identify trends,” says Balog.

What messages and information does the balance sheet convey?

“It is a snapshot of your financial position, a display of book value, a statement of investment and financing decisions, and a statement of relative risk,” says Balog.

8

Your balance sheet is also broken into parts, but just two: assets, which are your investment decisions, and liabilities and equity, which are your financing decisions.

“Most people keep their business books on the cash basis, which is nice and clean and simple. You record the cash when you receive it and write it off when you spend it,” says Balog. “The problem is you don’t record your receivables or payables so you have no one clear place to see what cash you have already encumbered for which you have not received an invoice.”

An easier method to understanding your balance sheet is by using accrual-basis accounting. This is when your revenues are recognized when they are earned and expenses when they are incurred. “It places accounts receivable on the balance sheet as an asset and accrues payables to aid in projection of cash position,” says Balog.

3 things you need to know every day What should you as a small business owner analyze in your financials? According to Balog, the number one thing is your cash www.AdvantageBizMag.com

position. Can you pay your bills today? “It’s not how much cash you have in the bank, but how much free cash ­— that is, cash that is not already encumbered by outstanding bills and invoices that are to be paid in the short term,” says Balog.

Number two is knowing your cash position for paying your bills “down the road.” It is the free cash on hand, or your cash less accounts payable and the projected cash flow for the next two to four weeks.

Number three is your profitability and projected costs. “You need to understand your product costs and the profitability by job or product is the true key to maintaining a long-term profitable business,” says Balog.

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Spotting red flags ASAP “The schemes that people use to steal are so simple that any business owner that took two seconds to look at their checkbook and bank statements and P&L would have picked up,” says Balog.

“What happens is you trust these people? With most people who commit fraud, the average tenure is seven years of employment and the average age is 35, with 51% being men and 49% being women.”

Balog recommends you learn the 80-10-10 rule: • 80% of the people you hire will steal from you given the right circumstances, • 10% of people you hire will never steal from you, and • 10% of people you hire will steal from you while you’re watching them and looking them straight in the eye.

Forensic accountants use several financial indicators and ratios as red flags of financial fraud. Several of these include: • Decrease in gross profit margin in growth periods, • Rising revenues and static profits, • Delays in obtaining financial from your CPA, • Accounts receivables getting older/balance rising, • Vendor complaints about past due bills, • Delays or absence of clear monthly bank reconciliations, • Unusual items on the bank statements, • Absence of receipts for debit/credit card transactions, and • Unkempt mileage logs on company service vehicles

Eva Greenfield Owner Hometown Threads

“People do business with those they know, like and trust.

The Chamber helped me build my reputation and my business.”

Connect. Grow. Prosper.

Join the Chamber

Call 904.366.6628 or visit us at www.OpportunityJacksonville.com

Volume 3, Issue 6

9

down to Business

WORKSHOP Opportunity knocks

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Developing your personal dashboard What in particular should be on your dashboard? There are really three things that you constantly need to review: 1. Your cash position. What is the cash projected cash balance over the next two weeks, 2. Your backlog of jobs. What cash is coming in the door over the next three months, and 3. Your accounts payable. What cash is going out the door over the next three months.

Why these three? “Because net income, gross profits, taxable income, tax avoidance, all that is nice,” says Balog, “But if you have no cash, you are constantly scrambling to rearrange the deck chairs on the Titanic.”■

Rick Balog can be reached at 904-945-1220 rick@flgacpa.com or through www.flgacpa.com.

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The local economic picture: The Good, Bad and Join us for a LIVE event as Dr. Paul Mason shares his recent findings from the economic team at the University of North Florida. This is the most current and regionally specific data available. What does it mean to you?

Sponsored by:

Topics to be presented include:

Thursday, July 28th

➤ ➤ ➤ ➤ ➤ ➤ ➤

Current unemployment rates and how it is trending The consumer price index from our local counties Inflation predictions Commercial real estate challenges KIP Workshop II Residential housing The election impact What does it all mean for you?

About the speaker PAUL M. MASON, Ph.D.

Dr. Paul M. Mason is the Professor of Economics in the Department of Economics and Geography in the Coggin College at the UNF. He completed his Ph.D. in Economics at the University of Texas in 1984 while teaching economics at Southwest Texas State University for four years; and he taught finance at Clemson University for one year before he began his employment at the University of North Florida in 1985. Dr. Mason progressed through the academic ranks and became a full professor in 1994 and an endowed professor in 2009. Dr. Mason became chairman of the Department of in May 2002 and continued in that capacity until June 2011.

Dr. Mason is a co-author of the book “The Economic Consequences of State Lotteries” and more than 40 articles regarding numerous topics in economics including lotteries, casino gaming, banking structure, economics education, the economics profession, gasoline pricing, and publication delays. Dr. Mason is also very active in the community in consulting involving statistics, economics, and as an expert witness in litigation involving economic damages.

About LEIP Dr. Mason is the faculty director of the LEIP (Local Economic Indicator Project) program that provides a local CPI, index of leading indicators, stock price index, and seasonality adjustments to local unemployment rates.

The team consists of eight former and current college students from the University of North Florida.

Volume 3, Issue 6

My Executive Center 4600 Touchton Road Building 100, Suite 150 Jacksonville, FL 32246

11:15 11:30 12:30 1:00

Registration and networking Presentation begins Q & A and discussion Program ends

$25, includes lunch

Online at www.advantagebizmag.com/events or by phone at 904-704-5058 Brought to you by:

11

down to Business

sales

Power up your profits What you need to know to conduct powerful sales meetings

By John R. Treace

D

esigning a powerful sales meeting is not an easy task, but it is one of the most important aspects of building and maintaining a high-velocity sales organization. The objective of all sales meetings should be to increase sales—period. That’s why we call them sales meetings. Entertaining the participants and having them leave full of enthusiasm is a good thing, but it should never overshadow the need to produce sales.

It is the sales management’s responsibility to be a good shepherd of corporate resources, so spending money without expecting a measurable return is not good business. Every high-performing salesperson who attends a meeting will be thinking, “Is this meeting making me money, or is my time being wasted?”

12

Mixed messages A company’s high performers will usually produce at least 60% of the company’s revenues, so when you waste top salespeople’s time with poorly designed meetings, it sends several negative messages: 1. You are not considerate of employees’ time (high performers know that time is money), and 2. You do not understand the business, do not know what needs to be done to increase sales, and are wasting corporate resources.

If the sales team begins to suspect that you don’t know how to increase sales, morale will be negatively affected and team members will question their choice of employers. Additionally, salespeople are conscious of the way you spend company money, so seeing waste during ineffective meetings degrades their confidence in the company

www.AdvantageBizMag.com

and makes them less considerate of protecting the corporate resources under their control.

Unproductive meetings also signal that you are not committed to excellence—and powerful salespeople don’t want to work for companies like that. They want to make money, want to focus their attention on that goal, and Powerful salespeople want to work for managers who are are self-motivated, and committed to being the best.

Develop a statement

they intuitively know

With so much at stake in a sales if their time is meeting, how can you ensure that the wasted. meeting will bring value to the sales team and produce sales? The answer is simple, but the implementation is not: You need to develop a statement of strategic intent for the meeting, along with defined, time-sensitive metrics that will be used to measure the meeting’s success.

For example: You might say that the strategic intent of your meeting is to train representatives to sell X product, with the goal of 80% of them exceeding quota within 30 days of the meeting and maintaining that performance through the end of the year.

The challenge in developing a statement of strategic intent is in knowing what needs to be accomplished in the meeting to reach the required performance goal. The specifics must be laid out, and an aggressive but realistic performance goal must be defined. Carrying out this process takes a deep understanding of the business, the sales force, and the competition.

Powerful sales meetings driven by statements of strategic intent and clear objectives are at the core of powerful companies.

Management teams that hold them regularly will always stay on top.

being

Five common afflictions There are five common afflictions that affect many sales teams, each of which reduces morale and sales performance. They can be found to some degree in almost every organization. Smart management teams are aware of these afflictions and work to avoid their potentially destructive impact.

Any one occurrence of these problems will not necessary hurt the sales effort, but if allowed to progress to extremes, or if multiple conditions exist at once, they can be extremely harmful.

• Affliction 1: Wasting sales representatives’ time. One prime affliction of sales teams is forcing them to spend time on non-sales tasks, such as making accounts receivable collections, managing

Volume 3, Issue 6

13

down to Business

sales

product recalls, or filling out reports that do not directly relate to the sales process.

If you, for instance, divert 5% of a sales team’s time to managing customer collections, you effectively reduce the number of feet on the ground by the same amount—and the reverse is true as well.

Sometimes it’s necessary to assign non-sales tasks to salespeople, but before you do, audit your sales process to determine whether the tasks could be assigned elsewhere. Finding as many ways as possible to remove unnecessary tasks from the sales team’s shoulders will result in sales increases that will more than pay for the adjustments in duties.

•Affliction 2: Poor sales meetings. Another affliction of sales teams is poor or boring sales meetings. Powerful salespeople are self-motivated, and they intuitively know if their time is being wasted.

Again, the simple way to ensure effective sales meetings is to develop a statement of strategic intent that includes clear success metrics and defines in specific terms what needs to be accomplished and the metrics needed to determine whether the goals set in the meeting were accomplished. The bottom line is that powerful sales meetings produce sales and keep morale high.

•Affliction 3: Poor strategy. Ineffective marketing or sales strategies will always negatively impact the sales team. The sales team will recognize ineffective strategy and will lose faith in the managers who developed it. If the players on a sports team lose faith in the coaching, the path to winning will be difficult, if not impossible; the same is true with sales teams.

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Don’t let lackluster or nonexistent strategy cause this lack of faith. A successful sales effort hinges on good strategy, and companies that fail in this regard severely handicap their sales teams.

•Affliction 4: Capping or reducing income. Powerful companies have managers who do not get envious when large paychecks go to the sales force. Managers who are resentful of this often respond to rising sales income by reducing commissions, capping earnings, reducing territories, or removing products. These are all practices to be avoided, as they destroy morale, which hurts sales.

When it is absolutely necessary to cap or reduce reps’ earnings, it must be done carefully. If it’s done carelessly, you will send the message that future earnings for the sales team have been limited.

Powerful salespeople want to leverage today’s efforts into greater sales and income for tomorrow. If their commissions are reduced, earnings capped, or territory removed, they will feel like that ability has been taken away, and the high performers will quickly look for employment elsewhere.

•Affliction 5: Favoritism. Everyone has favorites in life and that’s normal, but playing favorites with individuals on a sales team is very destructive. Salespeople want to work for companies that keep the playing field level for all. If select salespeople are given extra incentives, special attention, benefits, or favors not afforded others, you are sending a clear message that there is a privileged class within the team.

And that is one of the best ways to lessen team spirit, as reps will spend their time trying to move into that special class and not trying to close sales. You can’t buy the loyalty of a team by strengthening a small political power base within a company. Playing favorites within a sales team causes problems for all team members (even the favored ones), but keeping the playing field level will pay big dividends.

Wasting time, poor sales meetings, poor strategy, capping income, and playing favorites are, with few exceptions, situations to be avoided.

They are destructive to morale and they lead to poor performance.

Effective managers will be careful to avoid these situations, and astute salespeople will bring these practices to the attention of management for correction. ■

Today’s business climate calls for companies to project an image of quality and professionalism.

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John R. Treace has over 30 years’ experience as a sales executive in the medical products industry and in 2010 founded JR Treace & Associates, a sales management consulting business. He spent over 10 years specializing in the restructuring of sales departments of companies that were either bankrupt or failing. Investor groups and venture capital firms hired him to manage turnarounds of pre-IPO companies. He can be reached at 904-314-1442, john@ treaceconsulting.com, or through www.treaceconsulting.com.

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profile

Pedaling forward Inspired by the book ‘A New Earth’ by Eckhart Tolle, Leigh Burdett set her tires in motion and built a sustainable tourism business with her e2ride bike tours.

By Wendy Bautista

Getting inspired

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For Burdett, it took losing her job in corporate America as a general sales manager to find her true calling. She found herself watching Oprah one afternoon when the book, “A New Earth” by Eckhart Tolle was being touted. Burdett says they were discussing how the book basically teaches you to lose your ego and fear and follow your passion, and if everybody in life followed what they were good at, the world would operate more smoothly, people would be happier, and it would be a better earth— therefore a new earth.

The words touched home for Burdett, who then read the book, and she began to wonder what she would want to do if she didn’t have any fear. “I started to look at the things I enjoy versus what I had at my old job because I could have gone to another company and gotten a job doing what I was doing,” says Burdett, “But my old office had no windows and I was practically in front of a computer all day.”

While she continued her analysis, she would hop on her bike and ride through her neighborhood, and it was then she realized she wanted to do something outdoors. “Even as a child I would be on a bike or was heading outside to do something; I was never an inside person,” she says.

hile her company’s name often gets jumbled, Leigh Burdett’s vision for her e2ride bike tours (www.e2ride.com) doesn’t. “When I first came up with the name and logo, I wanted something recognizable that if and when e2ride bike tours (red “e” to ride bike tours) becomes something either nationwide or worldwide that when you saw the red e, you would know that that’s my bike tour and you could expect the same type of service and experience,” says Burdett.

“I wanted a symbol that was clean, big and bold, and could stand on its own, and I felt the red e eventually could. Right now I find that most people call me e2ride bike tours or ezride bike tours, and I just gently correct them,” she continues. The red e logo and company name represent how she runs her bike tours—when you show up, she has everything set and you are “ready to ride.”

“Often when we are on a tour, riders will be looking at the license plate signs on the bikes with the logo and all of a sudden I hear, ‘Oh, I get it now!” and I laugh knowing exactly what they are talking about.

But once people get it, they never forget it!”

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Business vitals Owner: Leigh Burdett In business since: September 2009 Projected growth: “Along with bike tours, I realized so many companies are looking to involve themselves with employee wellness or associate their branding with things that are green and about preservation, conservation, and community engagement, so one thing I am doing is talking to businesses about sponsorship opportunities.

On the right path Still forming her idea, she continued to think of what else she liked to do. As a younger adult, she gave tours at the Anheuser Bush Brewery and remembered how much she loved meeting people from all over the world, hearing their stories, communicating with them, and sharing her stories. That’s when she asked herself, “What can I do that is outdoors and I can talk to people?”

“I had friends go on bike tours in France and on wine tours, and they all said what a great time they had,” says Burdett. “And I thought, ‘My goodness. There are places in our own community that are beautiful enough to create similar bike tours!’”

While she was contemplating the administrative element of creating week-long bike tours, the right idea came to her—why not daily bike tours?

Practice rides Once she had her epiphany, she set her wheels in motion. She began gathering information, researching, and learning the history of the area and of each location she was considering, with much of the information coming from the communities’ preservation societies.

She then did test runs with friends and watched their reactions to the information she was putting out. “If it made them light up, I did more research on it; if they seemed uninterested, I took it off,” says Burdett. She wanted it to be like bike riding with a friend who just happens to know the history of the neighborhood. She didn’t want to bore people with a myriad of dates and history that will be “snoozey.”

“I then basically took that information and put it to a route that had not only safety as a factor, but a ‘fun feel’ factor as well.” During all of this planning, she realized she wanted to provide an opportunity for people to “step off the gerbil wheel of life,” as she calls it, and be able to throw on whatever is comfortable and show up, which meant supplying gear for every rider and getting it to the locations without having a storefront at each location.

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On my tours I have heard many riders say, ‘If my wife saw these houses, she would want to buy a house here’ so another aspect I am looking into is real estate. I will talk to these companies and see if they want to sponsor so people can see the houses in the neighborhoods and communities by bike as part of what they offer as a service.

In some of my research, I discovered that business groups don’t want to book events in Jacksonville because there are not many activities right out the front door. So I have been working with hotels such as the Omni and Hyatt to book group tours. It’s a wonderful thing to have such a flexible business that I can offer this service and make people feel like they can walk right out the door and there’s the bike tour.

And of course, the more sponsorships and business deals I can make means there are more opportunities I have to grow e2ride bike tours— either growing this location or other franchises.

How you can do it “It may sound a little simplistic, but start by reading ‘A New Earth’ and really get an understanding of putting that ego and fear on a shelf. Then ask yourself, ‘Is what I’m doing providing a service to others or is this just what I like to do?’ Then you have to be in a place where you have a passion for what you do and an enthusiasm that you’re never going to give up. Listen to what customers are saying, as they are offering good advice, and fine tune your business by what they were saying.

When people come on the bike tours they say I was born to do this and I feel like I would not have found this without putting my fear and ego on a shelf and following my passion.”

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Ready, set, ride What she has is a fleet of 20, easy-to-ride Trek 7200 hybrid bicycles that can be adjusted for any size and comfort and a trailer to haul 16 of them—wedged like a puzzle—with room for the other four in her truck, if needed. Each bike is outfitted with a computer to measure mileage and speed, a basket for personal belongings, and a red flashing tail light for inclement weather, and each rider is provided a biking helmet, ice cold water in an e2ride bike tour souvenir water bottle, and healthy snacks, along with Burdett’s history knowledge and preservation tips and facts.

“Riders can also bring their own bikes and gear and enjoy a $25 discount off the regular price. I built it that way to offer flexibly to my customers as well as my company,” says Burdett. “I have 20 bikes, but once I’m out of those 20 bikes I can’t take any more riders. By offering the opportunity for people to bring their own bike, I can have tours as large as possible, which I have had up to 82 people.” e2ride bike tours has five tours to choose from—Riverside/ Avondale, San Marco, Springfield, Beaches, and Old Mandarin— with each tour starting at a select location in the community (such as the Riverside Avondale Preservation Society for the Riverside tour).

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They each run about three hours and are 10 to 12 miles in length, but Burdett says it’s an easy ride that is set to the pace of the slowest rider with plenty of sightseeing stops.

“I’ve taken thousands of riders and nobody has had to stop,” she says. “Some riders are so proud of themselves for doing the distance that they have pictures taken next to the odometer to prove they did it!” www.AdvantageBizMag.com

Pedals and preservation One aspect of e2ride bike tours that came as an added bonus was Burdett, without really knowing it, created a sustainable tourism business. “While I operate in five neighborhoods, my business doesn’t alter the way a neighborhood looks—it works in harmony with the natural habitat. I do not have a physical structure or a business that may look out of place in these neighborhoods,” says Burdett.

Her business also works with a community to support the businesses within that community. For example, when a tour is over, riders can buy their food, visit the shops, and purchase souvenirs at different businesses in that community. “I am bringing people who wouldn’t necessarily be coming to San Marco or Springfield or Riverside into these pocket neighborhoods and helping the communities with their goal of being sustainable communities.

“I look at it as more than a business or more than a bike tour, I see it as a cog in the wheel of preservation and ecology,” says Burdett, who is an ambassador for the St. Johns Riverkeeper and a member of the Riverside Avondale Preservation Society, Springfield Preservation and Revitalization Council, Mandarin Museum & Historical Society, and the Beaches Area Museum and Historical Society.

“I basically learn from these societies and then pass the information along on the tours, such as the health of the river and the world’s waterways and what makes a river-friendly yard. I am trying to be a business and a cog in a wheel that educates people in the importance of preservation, going green, being environmentally conscious, and having community engagement—all while having a good life and remembering to get off that gerbil wheel.

“I want people to know that this business is about fun and relaxation, but it is also about preservation and being green,” says Burdett. “Put what you are feeling and learning on the tour today in your life when you go back to your everyday life.”

Being greener Burdett knows she, personally, is doing different little habits and she hopes that others are doing different little habits based on Volume 3, Issue 6

what she talks about on the tours. “I don’t think they are going home with every little fact, but I like to think they are going home with say three little things that they remember and those three little things are helping them to be a little greener, a little more into preservation and conservation, and a little more thoughtful with their actions,” says Burdett.

One of the biggest thrills for her is that fact that she’s made neighborhoods the biggest attraction in Jacksonville (as rated #1 on TripAdvisor). “And isn’t that what we really want to get back to? That off-the-gerbil-wheel, happy, and relaxed way of life?” asks Burdett.

“I love it because instead of being in an office without windows, I will either be with a group of people leading a tour or I will be going to other communities to learn their histories and setting set up bike routes. It’s an opportunity for me to be out and about and an opportunity to change the world and make an impact or footprint on the world in my small way.” ■

Wendy Bautista is the editor of Advantage Small Business Magazine. She can be reached at Wendy@advantagebizmag.com or 904-536-2234.

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Industry Insider Advantage

Green

From red to ‘green’ The truth about the cost of greening your business

By Helen Rake

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ave you ever watched the television show, “The Biggest Loser”? At first, most contestants almost give up because they fear change and doubt their physical abilities; many have become complacent in their ways and think it’s easier to just accept the situation.

Although their fear almost gets the best of them, Bob and Jillian, the coaches, push them to their physical limits and challenge them to change their complacent and destructive mindset so they don’t backslide after all the hard work.

Once they start to see the results of following a comprehensive weight-loss program they realize that they have the strength of mind and body to accomplish almost anything.

By the end of the season, the change in their bodies and

their self-confidence is incredible. The finale leaves you feeling inspired and hopeful that real change can be achieved if people just stick with a simple program.

Bringing it to business For local small business owners, adopting sustainable business practices, going green, is a little like “The Biggest Loser” for them.

Daunting at first, but with measured changes in behavior and mindset, it becomes not only easier to be green over time, but the rewards, such as savings, energy efficiencies, and community goodwill, start to compound. The pride in their accomplishments as they begin to see the results encourages them to continue on the quest.

When talking to small business owners about making sustainable practices part of their business plan, one objection crops up almost every time, “It’s just too expensive.” They usually justify this by pointing out that many of the examples used are from large fortune 500 companies with unlimited resources to conduct extensive rebranding, and they don’t think they can take the steps needed to be considered socially responsible by eco-aware consumers.

And with the economic crisis still wreaking havoc on many small companies, that seems to be a logical argument—unless you consider that many green strategies not only result in cost savings, but actually cost nothing to implement in the first place.

Knocking misconceptions This popular misconception mainly exists because business owners feel they must do it all at once or they won’t be taken seriously for their measured efforts by the eco-elite, and you can’t blame them.

There is a lot of rhetoric in the media and among various green organizations criticizing “greenwashers.”

That term is mostly used to mean “fakers,” and really, you are only a “faker” if you aren’t making an honest effort to be more responsible, or you lie about what you are doing or the extent to which you are doing it.

It’s true that if you decide to tackle greening in large chunks, say making your building more energy efficient through various updates or upgrades, the upfront costs can be significant. For example: It can cost anywhere from $2,000 to $5,000 to upgrade or replace insulation

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in a 2,500 square-foot building and sealing the duct work can cost another $1,350.

The payback, however, comes in lowered energy costs, but it could take as many as 14 years to recoup the cost of such a project. To some this may be a small price to pay for the ability to claim a “greener” space, but many small businesses are barely making ends meet right now and spending thousands on such upgrades could be completely out of reach.

What you can do So what do you do if you want to green your business, but don’t have the money to take on major projects?

In some circles, the following information may not be popular—there are critics that say unless you make a concerted effort to be completely responsible and employ only green practices you are not truly “green”—but I think doing something, even if it is small, is a lot better than doing nothing.

And starting small is OK—at least it’s starting. Like losing weight, it is usually best to undertake greening your business in small bites over time because according to most physicians lasting weight loss is best achieved by measured changes over time.

Simple actions Start with simple actions that cost nothing, such as: 1. Turn up the thermostat when you leave. By simply turning up the thermostat five degrees before leaving your office at the end of each day, you can save 5% on energy bills each year.

At some point, it may be feasible to spend a few dollars on a programmable thermostat, but until then turn it up when you leave.

2. Print on both sides of the paper. This can cut your paper consumption by as much as 50% at no additional cost. Not only does this save paper, it saves ink and creates less wear and tear on your printer resulting in significant savings over time.

3. Scan and email instead of faxing. This is another great way to save paper, ink, and fax machine wear.

4. Recycle. Many communities provide for recycling at little or no cost. This can include paper, plastic, and aluminum. Here in Jacksonville, you can not only recycle, but you can help put under privileged citizens to work by using Shred It First Coast.

5. Get an energy audit. Locally, JEA and FPL both offer energy audits at no cost to you. These can be invaluable when you want to learn how to save even more on energy costs and many of their suggestions involve little or no cost solutions. They Volume 3, Issue 6

may even help fund some of the changes through their small business incentives programs. To find out more about these programs, go to JEA.com to the Conservation Center and search for “small business.”

For pennies on the dollar you can also: 6. Caulk your windows. It may cost a couple hundred dollars on a 2,500 square-foot building, but it can save around $250 a year, an almost immediate payback.

7. Replace light bulbs. The same goes for replacing existing bulbs with compact fluorescents. This can cost $136 dollars, but save you $200 each year.

8. Decorate with plants. Decorate indoor work spaces with inexpensive hardy plants. They improve air quality and create a more inviting décor.

9. Use power strips. Use a power management strip on all of your electronics. This reduces energy emitted from electronics while they are not in use but still on. Some electronics cannot be simply cut off so this may be a good option for them. You can buy one for less than $100.

Improvements as reinvestments It’s a good idea to look at these improvements as reinvestments into your business. That way you can measure your return on investment (ROI) as a profit/loss sheet item and feel better about the initial outlay. Like the contestants on “The Biggest Loser” that see their efforts translate into falling numbers on the scale, as you see the savings start to add up because of your efforts you will be more likely to continue down the road to sustainability.

Remember, long-term success in weight loss has more to do with your mindset than almost anything else so it is important to think about sustainable business practices as a permanent part of your business plan.

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Green

By simply turning up the thermostat five degrees before leaving your office at the end of each day, you can save 5% on energy bills each year.

Lose the fear Is cost really the issue, or is it more the fear of change?

The fact is, most of us take our environment for granted. We have become complacent thinking that being eco-friendly is best left to extremists and tree huggers. This type of thinking does more to harm your business than help it grow.

Consumers want to buy products from evolved businesses. They want to feel good not only about the products they buy, but the services they use and the places they get them. Sustainability is now commonplace and expected. If you choose not to at least attempt to adopt more sustainable practices, you are missing the boat and may eventually be overtaken by the wave of businesses that will.

On “The Biggest Loser,” almost every contestant eventually realizes that they have put up roadblocks to their own success because they have let fear of change control them. They have to shed complacency to move forward into a better and more rewarding future.

As a small business owner, you may need to overcome psychological roadblocks that say that greening your business isn’t practical or possible because of the cost. The real cost is in losing a whole segment of new consumers that want to support honest, sustainability efforts locally.

Start small, start smart, but start now so you don’t get left behind. ■

Helen Rake is president of the Northeast Florida Green Chamber.

She can be reached at 904-493-7500 ext. 9, helen.rake@nefl.greencs. org, or through www.neflgreenchamber.org.

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Industry Insider Advantage

Management

Stressing a new way of life Identify how stress affects you and ways to better manage it

By Dr. Earl Eye

W

hen the topic of stress levels comes up in my weekly consultations with executives and business owners interested in a preventative approach to medicine, their eyes get wide and with a half-hearted smile, they sigh. They describe themselves as over-worked and burnt out.

The psychological and physical effects of their hectic professional life are taking its toll and if they continue on this path and don’t make some changes, it will ultimately encroach on their job performance and worse, their health.

behind. Eventually, 21st century stress, poor nutrition, reduced exercise, and plummeting hormone levels take their toll. The most costly event in your life—loss of productivity—goes unnoticed.

The shame is so many of you are fixated on succeeding that you forget what a gift good health is, and only after it’s gone do you realize that neglecting it was your fatal mistake. Worse, the stress from this overachieving lifestyle leads to adverse health changes, frequently accelerating your aging and, if not corrected, will lead you to premature death. All your accumulated wealth will do little to help you then, except make your funeral elaborate.

Looking to the past

What happens with stress

It is a bit odd when you think about it. Your ancestors just a few generations removed walked or rode a horse to work. There were no cell phones, computers, automobiles, or airplanes. They couldn’t have imagined labor-saving developments like washing machines, microwaves, supermarkets, or the Internet.

Yet they still found time for leisure and would no doubt be awestruck by people today who choose to live their lives in a perpetual rush, as if being busy every minute of the day is a sign of accomplishment.

On the way to fiscal nirvana, high performers such as yourself notoriously spend your health to gain wealth. You labor over business strategies to ensure your professional success, leaving your health

During periods of stress, the hormone Cortisol is secreted by the adrenal glands. Although stress isn’t the only reason Cortisol is secreted into the bloodstream, it has been termed the “stress hormone” because it’s also secreted in higher levels during the body’s fight or flight response to stress, and is responsible for several stress-related changes in the body.

Under normal circumstances, it has positive effects. Cortisol regulates blood pressure, the release of insulin for sugar maintenance, immune response, glucose metabolism, and inflammation.

While Cortisol is an important and helpful part of the body’s response to stress, it’s important that the body then activates its relaxation response so functions can return to normal following a

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management stressful event. Unfortunately, in your current high-stress culture, the body’s stress response is constantly activated and therefore the body doesn’t always have a chance to return to normal. This results in a constant, chronic state of stress with higher and more prolonged levels of Cortisol remaining in the body.

Face the consequences Chronic stress, which causes consistently elevated Cortisol levels, has highly detrimental consequences. Impaired cognitive functioning with brain shrinkage, hypo or hyperthyroidism, hyperglycemia, decreased bone mineral density, muscle loss, elevated blood pressure, decreased immunity, slowed wound healing, and other health consequences may result.

Excess Cortisol is also responsible for increased abdominal fat (adipose tissue). This belly fat is especially concerning because it is more metabolically active than other fat and increases inflammation in the body. It multiplies the odds of strokes, heart attacks, vascular disease, and dementia.

Learn to relax To keep Cortisol levels healthy and under control, you must activate your body’s relaxation response. You can learn to relax your body with various stress management techniques and make lifestyle changes in order to keep from reacting to stress.

The first step is to understand what’s causing your stress—in most cases it’s obvious. In other cases, investigation may be needed.

Keeping a stress journal may help. Get a notebook and write down when something makes you feel stressed. Then write how you reacted and what you did to deal with it. You can also take a written stress test that may help define what is causing your responses if the causes are not clear.

Once identified, the best ways to relieve stress are different for each person, but you can try some of these ideas to see which ones work for you: • Exercise, exercise, exercise.

Regular exercise is just about the best way to manage your stress.

Walking is a great way to get started.

• Manage your time better. Make a schedule 24

and stick to it. Think about which things are most important, and make them a priority.

• Take care of yourself. Get plenty of sleep, eat a low glycemic diet, don’t smoke, limit how much alcohol you drink, and balance out your life.

• Learn ways to relax your body. This can include massage, muscle relaxation, yoga, sex, and exercises like tai chi and qi gong.

• Try out new ways of thinking. When you find yourself starting to worry, try to stop the thoughts. Work on letting go of things you cannot change. Learn to say “no.”

• Do something you enjoy. A hobby can help you relax.

Volunteer work or work that helps others can be a great stress reliever.

• Find better ways to cope. Analyze how you have been dealing with stress. Be honest about what works and what doesn’t.

Identify alternatives that might be more effective.

• Focus on the present. Try meditation—MRI studies shows it nearly doubles your brain activity. Listen to relaxing music.

Look for the humor in life—laughter really can be the best medicine.

• Speak up. Not being able to talk about your needs and concerns creates stress and can make negative feelings worse.

Assertive communication can help you express how you feel in a thoughtful, tactful way. Laugh, cry, and express anger when you need to with someone you trust.

• Ask for help. People who have a strong network of family and friends manage stress better. Sometimes stress is just too much to handle alone. Talking to a friend or family member may help, but you may also want to speak with a counselor.

The most precious resource Your most precious resource is the short, unknown time you have left on this little blue planet. It is perishable, irreplaceable, and, unlike money, cannot be saved.

There isn’t a magic pill you can take to manage your stress. For most people, it’s an overall change in managing health. www.AdvantageBizMag.com

It’s about proper nutrition, adequate exercise, getting the right vitamins and minerals, and optimizing your hormones and metabolics.

Americans live, on average, just 28,000 days. So it behooves you to ask, “Am I living well and taking care of myself? What can I do to give me the best chance to beat the odds and stay more youthful and have more time on this planet to enjoy the fruits of my labor?”

Money alone doesn’t make anyone wealthy. True wealth is a life rich in love, friends, wisdom, and interests, and the time and health to enjoy it all. ■

Your CPA should do more than prepare documents, they should be your partner in success.

Let a professional solve your number puzzles Taxes • Bookkeeping • Accounting QuickBooks • Financial Statements Call for your complimentary tax consultation 11555 Central Parkway Suite 101, Jacksonville, FL 32224

904-565-9045 • www.bushnellandcompany.com Dr. Earl Eye is an AMA certified age-management specialist at Cenegenics Jacksonville, a practice committed to helping patients maintain health and live well longer. He is an institute physician at Cenegenics’ corporate headquarters and is the CEO and CMO of Cenegenics Jacksonville. Dr. Eye is also board certified in critical care medicine, infectious diseases medicine, pulmonary medicine, and internal medicine. He can be reached at 904-674-0404, contact@ cenegenicsjax.com, or through www.cenegenicsjax.com.

For more on dealing with stress and managing your work/life balance, visit www.advantagebizmag.com/ archives/7533

Volume 3, Issue 6

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marketing

e-Marketing and your business How electronic newsletters and email advertisements promote top-of-mind mentality and raise brand awareness

By Chris Edwards

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riving sales, generating revenue, and growing a customer base are key goals to running a successful business. To do all that, consider email marketing as part of your marketing mix of business development

activities.

While many business owners already know email marketing can generate new business and retain current customers, it is also important to know that electronic newsletters and email advertisements promote top-of-mind mentality and raise brand awareness.

You undoubtedly have received email from something you signed up for, whether it’s your bank providing a service update, a local sports team listing upcoming games, or your favorite fruit smoothie place announcing a new tropical flavor. That’s the simplicity of email marketing—you target an audience who is generally interested in your product or service.

Begin with a list All email campaigns begin with mailing lists. If you’re in business, you already have a mailing list—your customers. The next, most common mailing list is your leads, and chances are you’ve got that information available as well. Most small businesses start with these two mailing lists, but as you grow your business and marketing efforts, you may want to employ multiple mailing lists.

For example: If you have a service that is specific to your customers in Jacksonville only and not available to your customers in Tampa and Miami, then you would organize your customers mailing lists based on their location. This control of the relationship between your message and your audience can be critical in maintaining a solid email campaign.

Managing your mailing lists as you expand is important too.

You should get permission to send marketing-related emails to your lists whether they signup online or tell you in-person. Providing unsubscribe options and deleting contacts that do not exist or return bounce back emails are more ways to ensure your email campaigns see the best return possible.

Making it count Your email competes with every email in someone’s inbox, so you need to make it count!

• The introduction. Most people tend to forget this, but the first introduction a recipient has of your email is who it’s from and the subject line. The sending email address should use the same domain as your website, and you should make it so if anyone replies, the emails go to you or a designated email account that you monitor. The subject line should be appropriate in that it’s accurate to the email’s message and it’s interesting.

• The look. The look of your email needs to generate attention and capture interest. After all, the average email user probably runs through several emails every day. Make yours stand out!

Colors, graphics, and a well-planned design to boost your message helps grab attention. If you have a solid website design, make your emails look like your website to present your message in a consistent marketing effort.

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• The message. The message of your email should be clear. A discontinuous or rambling message will turn readers away while text that drives them to a point or action, such as clicking a link or calling, is the intended goal.

• The links. Links should be available to your website and in some cases, a re-creation of your website navigation menu can be ideal for giving recipients access to your company’s entire website from a single email.

If you have a specific page in your website you are referencing, hot link the text or pictures directly there. A recipient that clicks on a link for a coffee mug is more likely to buy that coffee mug if the link takes them to a Web page where they can buy it versus if the link takes them to the home page forcing them to find the coffee mug purchase page.

• The results. With any marketing, you need measurable results. Whatever platform you decide to use, review the performance of your emails to see how well they did and decide on improvements for future campaigns. Emails can be measured based on how many people open then, and better yet, how many people clicked in them.

You can also break information further down. For example: If you had links to three separate products in your email, a report indicating which links were clicked and how many times will let you know which product is more popular for that market.

Other common reports are bounces (contacts that did not receive your email), spam reports, and opt-outs which will need to be monitored to keep your mailing lists clean and your campaigns doing well. Many programs also report how many people forwarded your email.

Success!

There are many facets to running a business, advertising holding a significant role for many. Within the realm of advertising, email marketing is a relatively cheap method that can be utilized to speak to your market. Like any successfully marketing maneuver it takes planning, execution, and review. Then improve and repeat. ■ Chris Edwards is the director of strategy at Elyk Innovation, a Web development company offering email marketing services for smalland medium-size businesses. Elyk Innovation also specializes in website design, Web applications, and pay-per-click marketing. He can be reached at 904-998-1935, cedwards@elykinnovation.com, or by visiting www.elykinnovation.com.

More ways to market your business online can be found at www.advantagebizmag.com/ archives/7633

Volume 3, Issue 6

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Industry Insider Advantage

greenhouse

The greenhouse project Learn how The Broach School initiated a green movement

W

hen you walk into Joseph Wood’s classroom at The Broach Schools of Jacksonville’s West campus, it’s far from the traditional setting.

Besides the typical desks and marker board, there are a number of plants sitting around the room, hanging from the ceiling, and sunning from the light coming through the windows.

But if you asked Wood where his students learned the most, he wouldn’t even mention the classroom. Instead, he would walk outside the building and around the corner to a greenhouse both he and his students built by hand.

Grant to grasp science Wood originally started the greenhouse project from a grant designated by the University of Florida to give Broach School students a hands-on learning environment and an alternative approach to grasp science concepts.

“Teaching is not a script. We educate and treat students as unique people, so they can become successful in direct proportion to their potential,” he said. “In the greenhouse project, we are creating a living, breathing classroom where they can see, hear, touch, smell, and taste what they are learning.”

In addition to accomplishing these goals, however, students have discovered their talents through the greenhouse project.

“Being at The Broach School has allowed me to have a hands-on experience, especially on the greenhouse project,” said Austin Martin, a ninth-grade student at Broach West. “The school has allowed me to do what I’m good at.”

“The students have gotten really excited about it,” said Darrell Lewis, director of Broach West. “They’re working harder in their other classes to get their work done, so they can spend time in the greenhouse.”

Turning into a movement Because of the impact of the greenhouse project at Broach West, The Broach Schools of Jacksonville turned the program into a movement both at the organization’s other campuses and out in the community.

“What started as one teacher’s project has now become a primary focus of our entire school,” said Tommie Broach, the president and 28

founder of The Broach Schools of Jacksonville. “As we move further into the 21st century, we’re seeking more ways to go green and be environmentally friendly.”

With the help of Home Depot, Broach South students and staff are taking the initial steps toward forming their own greenhouse project, while Broach Beach and Orange Park look to follow suit.

And with assistance from the Jacksonville Regional Chamber of Commerce’s West Council, Broach West expanded its green efforts to the entire school grounds through an Earth Day beautification project. www.AdvantageBizMag.com

Branching out In addition, the Broach West students branched off campus at a solar cooking competition, where although they did not place, they became known as the only school to cook using vegetables they grew themselves. And they are helping beautify other gardens in the community and donating their fruits and vegetables to those in need.

The goal, according to Wood, is to teach the students education is about more than just yourself. It’s about helping others using your knowledge, and in this case, using your knowledge to help the environment. ■ The Broach Schools of Jacksonville are a group of small, non-profit private schools with five locations in the Jacksonville area. They specialize in helping students getting lost in overcrowded classrooms succeed at overcoming learning disabilities by providing them small classroom sizes and individualized attention from their teachers. It can be reached at 904-637-0300 or through www.broachschooljax.com.

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29

jacksonville B usiness

B riefs

Jacksonville businesses in the news Top small businesses honored at 2011 Small Business Week Awards celebration

Local small businesses were honored at the 19th Annual Small Business Week Celebration luncheon at the University Center on the University of North Florida campus May 25.

The U.S. Small Business Administration presented its Small Business Week awards, spotlighting the contributions of North Florida business leaders and champions at the district level. The individuals recognized include: • Financial Services Champion of the Year: Jessica Lynn Evans, Regions Bank • Minority Small Business Champion of the Year: Arthur J. Lee, Lee Wesley Restaurants LLC • Small Business Exporter of the Year: David M. Capps, Caribbean Breeze • Jeffrey Butland Family-Owned Business of the Year Award: Scott Shannon Hulihan, Hulihan Territory Inc. • Women in Business Champion of the Year: Kathryn R. Murphy, RN, MSN, CMC, KRM Resources LLC d.b.a Comfort Keepers • Veteran Small Business Champion of the Year: David Moorefield, DAK Resources The U.S. SBA also recognized North Florida’s top SBA Lenders with awards for significant participation in the 7(a) and 504 Loan programs for fiscal year 2010. Lending institutions that were recognized were SunTrust Bank, Superior Financial Group, Florida First Capital Finance Corporation, Florida Business Development Corporation, Regions Bank, Fairwinds Credit Union, Community Enterprise Investments, Inc., and BankFirst.

30

Production and traffic manager hired Burdette Ketchum (www. burdetteketchum.com) has hired Sarah Carter as print production and traffic manager.

The Jacksonville-based marketing consulting and communications firm integrated two roles for new efficiencies in quality assurance and client service.

Carter will oversee the production of all printed, nonbroadcast materials for the agency’s clients. In addition, she will handle agency project assignment and status management, also known as “traffic.” Carter brings nine years of prior experience in traffic and production management.

ROCG expands in Jacksonville ROCG Americas LLC has hired Jim Molis as director of marketing and business development for North Florida.

Based in Jacksonville, Molis brings business transition services to small and medium-sized businesses. ROCG consultants help business owners start, build, and exit, by forming companies, raising capital, assisting with mergers and acquisitions, and implementing business transition plans.

MBody Yoga opens studio in San Marco MBody Yoga Inc. (www.mbodyyoga.com) is opening its first licensed studio in Jacksonville. MBody Yoga San Marco, located at 1533 San Marco Blvd., is the third location for MBody, which offers classes and programs dedicated to healthy living, vitality, and the mind-body connection, according to Mark White, owner of MBody Yoga.

Jon and Leah Hansen are the licensed owners of MBody Yoga San Marco. Like the existing MBody studios, MBody Yoga San

Marco will offer a variety of workshops and events that focus on physical, mental, and spiritual growth and wellness.

Sherrer receives Business Leader Award Prudential Network Realty Founder, President and CEO Linda H. Sherrer has been named a recipient of the Prime F. Osborn, III Distinguished Business Leader Award from the University of North Florida (UNF) Coggin College of Business. The award recognizes continuing career achievements and leadership in the Jacksonville community.

Sherrer has guided the company from its inception in 1988. She has more than 30 years of experience in real estate and was named Prudential Real Estate Affiliates’ National Broker of the Year in 1998.

Mac+PC Tech Pro moves to BSEC Mac+PC Tech Pro, an IT service technology company, has moved its headquarters to the Beaver Street Enterprise Center. The company provides network design and installation, data recovery, 24/7 emergency on-site support, in-store repairs and upgrades, computer security and protection, and off-site data storage. It can also operate in a virtual environment using Connectwise.com.

Smith Hulsey & Busey hires 2 associates Jacksonville law firm Smith Hulsey & Busey (www. smithhulsey.com) has hired two associates, Mary M. Calcote and Daniel A. Stocker. Calcote, a fifth-year associate, joins the firm’s corporate practice; Stocker, a first-year associate, joins the litigation practice. www.AdvantageBizMag.com

Calcote’s corporate practice with Smith Hulsey & Busey will focus on mergers and acquisitions, contract preparation, entity structuring, taxation, and general business matters. She will work with firm shareholders M. Richard Lewis Jr. and Stephen D. Moore Jr. Stocker’s litigation practice will include representation of commercial lenders in state court proceedings and bankruptcy court. He will work with firm shareholder Michael E. Demont.

Local Doctors Express recognized for quality lab services Doctors Express Urgent Care of Jacksonville (www.doctorsexpressjacksonville. com) has met all the criteria for laboratory accreditation by COLA, a national healthcare accreditation organization. Accreditation is given only to laboratories that apply rigid standards of quality in day–to-day operations, demonstrate continued accuracy in the performance of proficiency testing, and pass a rigorous on-site laboratory survey.

Doctors Express, located at 13457 Atlantic Blvd, Suite 5, provides services for injury and illness, workers’ compensation, occupational health, various physicals, international travel medicine, and pre-surgical exams.

Wingard Creative names new account director Wingard Creative (www. wingardcreative.com) has named Neill Vining as its new account director. Vining will serve as client liaison and advocate, while expanding Wingard’s capabilities to offer public relations services.

Vining comes to Wingard Creative from Action News WTEV/WAWS.

Attorney opens new firm Brett Hastings, a Jacksonville attorney, is launching a new website, www.JusticeforJacksonville.com, and will focus on the area of personal injury law in the law trial firm of Hastings, Kinney & Sasso.

Hastings was formerly a shareholder in the law firm of Reznicsek, Fraser, Hastings, White & Shaffer (RFHWS), where he practiced in Volume 3, Issue 6

the areas of personal injury, business litigation, criminal defense, and professional licensure defense. Hastings’ new firm will be located at 11512 Lake Mead Avenue, Unit 801, Jacksonville, FL 32256, and he can be contacted at 904-469-1060.

Community First names downtown manager Community First Credit Union of Florida (www.CommunityFirstFL.org) has named Scott Davey manager of the downtown branch located at 623 N. Main Street in Jacksonville. As part of the management team of Community First, Davey will direct the overall branch operations of the Downtown location as well as being responsible for staff development, training, and member satisfaction initiatives.

Davey comes to Community First from First Guaranty Bank in Jacksonville, where he was a Financial Center Manager.

Mugwump welcomes project coordinator Stephanie Seltzer has joined Mugwump Productions, part of Sight & Sound Productions. As project coordinator for Mugwump Productions, she will assist the project management team in all aspects of event production. She will also be responsible for ensuring that an unrivaled, positive experience is delivered for each client and their guests.

New agents at Davidson Realty Davidson Realty, Inc., a Jacksonville and St. Augustine real estate company, has added two new agents to its team.

The new agents are Maxine Levy, who had been in the financial industry in Jamaica and Amber Overstreet, who previously had worked for Merrill Lynch.

New staff at AXIA Jacksonville-based public relations firm, AXIA Public Relations (www.axiapr.net) has hired William H. Duke Jr. as director of client engagement, according to Jason Mudd, principal. In this new role, Duke will develop new national client

relationships for the national public relations firm while ensuring client loyalty. Duke previously worked for WJXT.

SunTrust names new officer for SBA lending SunTrust Banks Inc. has named Tom Jones its new business development officer for the Jacksonville area of the North Florida Region of the SBA Lending Division.

In this position, Jones is responsible for overseeing and expanding SunTrust’s lending activities to small and growing businesses throughout the North Florida service area with a focus on Small Business Administration (SBA) programs.

Legacy Trust increases staff Legacy Trust Family Wealth Offices has hired Matthew J. Tulipan and Jeanna M. McGinnis in its Ponte Vedra Beach office, according to Chairman and CEO Kristin McLaughlan.

Tulipan will be director of corporate operations and will coordinate operational activities to ensure client support. His work will include process flow and improvement, system design and implementation, vendor engagement, and expense control, as well as accounting, compliance and audit.

McGinnis will work as an investment associate, responsible for conducting all portfolio trading and implementing allocation changes.

Burdette Ketchum wins Image Award Burdette Ketchum was recognized for excellence in public relations by the Jacksonville chapter of the Florida Public Relations Association (FPRA). The integrated marketing firm received an Award of Distinction for its work on client RailAmerica’s “Railway to Wellness” internal newsletter.

The Image Awards competition is conducted annually by FPRA to recognize outstanding public relations programs in Florida and to encourage and promote the development of public relations professionalism in the state.

31

ON THE STREET

Has fluctuating gas prices affected the way you conduct business?

Absolutely! We are a family-owned printing and mailing company that offers free delivery and pick up to most Jacksonville locations (with some exceptions).

While we still maintain the service, we have really had to try and group our deliveries better.

— Jan Knight, customer service advocate, Futch Printing & Mailing As a property appraiser, gas prices are always a concern. Just have to live with it and combine assignments when possible.

— Bruce Swearingen, owner, Swearingen Appraisal Services My office is just minutes from home, but I also work from home frequently thanks to technology. I agree with Bruce; when there is a lot of traveling, we just need to absorb it.

— Donna Shaw, broker/managing director, Platinum Realty Enterprises, LLC Personally, I try to coordinate my trips to make as many stops in the shortest distance. As for the business, it’s another increased expense that we must absorb. It has not seemed to have an effect on business yet.

— Fred David, president, PostalExpress Direct Mail

I try to schedule appointments in the same area around the same time but of course that doesn’t work all the time.

— Debbie Herrera, senior property manager, St. Johns Realty Group Inc. I second Ms. Toole’s response, but working as a meeting professional at a major meeting facility in northeast Florida, I’m noticing that groups want to meet in a more regionalized manor. Meaning, instead of a national meeting that would bring all of their people to one place, they will have four regional meetings around the country, for example.

Of course gas (transportation) is a major factor is a lot of meetings.

—Bruce Lacey, associate director of sales, Hyatt Regency Jacksonville Riverfront I use remote desktop technology to service my clients with PC support and web design services. Most of my sales calls can be done remotely. I even send my new clients a picture of me so they can actually know who I am for the first meeting even if it’s a remote session.

—Rick Kane, owner, XTREME IT, Inc.

I use the phone and Internet more to get files. I also combine client trips if possible.

— Keith Johnson, principal, Keith E. Johnson CPA PA Unfortunately, my business remains the same. As a print consultant, my days include driving everywhere. It has really hit my pocketbook though and I hope it changes soon. This economy cannot stand another sustained hit.

— Pamela O’Toole Woodworth, print consultant, All Purpose Printing and Graphic Inc. 32

www.AdvantageBizMag.com

after hours

Ed Exley: On the road again For Ed Exley, managing partner of Rick’s RVs (www.ricksrvs.com), his passion to travel, discover new

things,

and

face

new

adventure has always been a driving force in his life.

A

fter a move to Montana, he discovered the RV lifestyle.

He used to have wicker furniture that he moved around, but as he got older and kept moving, he wanted a better way to move without being such a hassle. “When I saw an RV coming down the road, I knew I had to buy one,” says Exley. “It was in 1996 and I went to Dick Gores RV and bought a big, 40-foot RV, sold the house, and moved into it.”

On the move Exley says that at this point, he and his wife of nearly 20 years have been pretty much everywhere in the country. At first she didn’t like it, but after a couple of years she loved it. “A while back, you could make $80,000 to $90,000 in three months and then just travel and live off of that because you really had no bills.”

He admits the RV lifestyle might be hard to get your mind around at first, but after a while that RV becomes your house and you have your personal touches and it feels just like your home does now.

“People think you have to be on the road moving all the time and they will ask me, ‘What do you do when you want to get off the road?’” says Exley. “I just tell them you stop driving—you’ve got your house with you with all the amenities!”

There are a number of reasons why Exley loves the RV lifestyle, including no lawn maintenance and all the people you meet, but mainly it’s the total freedom to get up and go whenever you want. “I used to tell my wife that in 30 minutes time, no one will even know we were here,” says Exley with a laugh.

Volume 3, Issue 6

Changing paths Having spent 14 years in the auto business for high-volume dealers, he knew auto sales. So when he was buying his RV and realized they have a similar structure as an auto dealer, he was elated.

“The whole lifestyle is mobile and I thought, ‘Man, this is for me! So I switched from the auto business to the RV business,” says Exley.

“Moving used to be difficult when I was in the auto business because employers didn’t like you to quit after six months, but RV dealers didn’t care because sales are really seasonal. You travel to Arizona in the winter, sell some RVs, and then you migrate back up to Montana or Oregon and spend the summers there selling.” Exley also traveled with RV show teams as part of his job.

Putting down roots After 10 years of traveling with his wife, they decided to start a family and moved back to Jacksonville, where she is from, and they are raising a son here and not on the road. “I wanted to home school him from the road, but my wife wouldn’t go for that,” he laughs.

Not that his work at Rick’s RVs is a temporary career, because he will always be in the RV business, but he sees himself traveling and doing show teams again. “We don’t travel that much now because

33

after hours

I am here working,” says Exley. “It’s funny because I pitch about not working so hard and taking it easy and traveling, but right now I am working a lot of hours. I just have to see it as working toward my goal of returning to the RV lifestyle. I mean, really, my son is 10 years old and when he gets out of school then I’m going again—I figure I’ve got eight years and a wake up to go.”

About the business Exley, along with his partners, Mike Conley, investment partner, and Leah McCrum, administrative partner, run, manage, and operate Rick’s RVs on Beach Blvd.—and according to Exley, the three of them are kindred spirits.

“We all knew each other before on a different level, but since we all have a similar mindset, we just clicked and decided to go into

business and become partners. Where I am weak, they are strong, and where they are weak, I am strong, so we make a real good team,” boasts Exley. ■ Ed Exley can be reached at 904-400-RICK (7425), RicksRVs@yahoo.com, or through www.RicksRVs.com.

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