January 2015 sbt web magazine by Jesus Gonzalez

SBT Houston Staff January 2015

PUBLISHER SCOLUMN

Chairman John Cruise

President/Executive Publisher Steve Levine

From the Publisher

Vice President /Associate Publisher/ Creative Director/Editor Barbara Davis-Levine

Steve Levine

Business Development/PR Bill Huff Aaron Kaplan Deborah A. Powell Interns Jesus Gonzalez Norma Diaz Graphic Designer Lavinia Menchaca Photographers Gwen Juarez Contributing Writers Don Brown Helen Callier Barbara Davis Mila Golovine Ruben Gonzalez Toni Harris Bruce Hurta Aaron Kaplan Craig Klein Paul Marcus Hank Moore Mark Murrah

Rick E. Norris Mayor Annise Parker Howard Partridge Christi Ruiz Rita Santamaria Kim Sawyer Gail Stolzenburg Pam Terry Holly Uverity Jack Warkenthien Aimee Woodall

Chief Advisor Hank Moore Publisher’s Advisory Board Shah Ardalan Helen Callier Sonia Clayton Donna Cole John Cruise Dirk Cummins April Day Dr. John Demartini Maya Durnovo Kathie Edwards Mila Golovine Dory Gordon Greg Grant David Holt Richard Huebner Jeffrey Jones Darryl King Sandy Lawrence Craig Klein

Wea Lee Hank Moore Lisa M. Morton Mike Muhney Leisa Holland Nelson Tony Noun Mayor Annise Parker Page Parkes Howard Partridge Susan Repka Maria Rios Grant Sadler Rita Santamaria William Sherrill Pam Terry Linda Toyota Jack Warkenthien Carlecia D. Wright Aaron Young

Phone: 832-419-2814 E-Mail: Steve.Levine@SBTMagazine.net Or Write: Small Business Today 5380 West 34th Street, Ste 230 Houston,TX 77092 See us on the web at www.SBTMagazine.net Free APP for Android & iPhone go to your APP Store and type in Small Business Today Magazine SMALL BUSINESS Today MAGAZINE IS PUBLISHED MONTHLY BY LEGACY PUBLISHING GROUP, LLC. 5380 WEST 34TH ST., STE. 230 HOUSTON, TX 77092 EXECUTIVE PUBLISHER - STEVE LEVINE: 832-419-2814 CHAIRMAN - JOHN CRUISE: 832-460-2020 www.SBTMagazine.net ADVERTISING RATES ON REQUEST. BULK THIRD CLASS MAIL PAID IN TUCSON, AZ. POSTMASTER: PLEASE SEND NOTICES ON FORM 3579 TO 5380 WEST 34TH ST., STE. 230 HOUSTON, TX 77092. ALTHOUGH EVERY PRECAUTION IS TAKEN TO ENSURE ACCURACY OF PUBLISHED MATERIALS, SMALL BUSINESS TODAY MAGAZINE CANNOT BE HELD RESPONSIBLE FOR OPINIONS EXPRESSED OR FACTS SUPPLIED BY ITS AUTHORS. COPYRIGHT 2012, LEGACY PUBLISHING GROUP, LLC. ALL RIGHTS RESERVED. REPRODUCTION IN WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS PROHIBITED.

In Support of “Lying, Cheating, and Stealing” to Grow Your Business. elcome to another year and another fresh start on your business and personal goals and dreams.

Never forget exactly why you started your business. I am convinced that no one starts an enterprise with aspirations of being a slave to that business. We all want a business that “works for us.” Maybe it is time we turn to “lying, cheating, and stealing” to grow your business this year. I have heard different versions of this phrase at different times but I wanted to add my own spin to it as it applies to aspiring entrepreneurs and small business owners everywhere.

•Lying:

Lie in bed and dream again. We all had dreams as adolescents and young adults and then we got involved getting a job or starting a business to start a business to pay ours and our families bills.

•Cheating:

Cheat yourself out of time away from your business to concentrate on what is most important in your life.Your G-D and your family should always come first.The most successful entrepreneurs that we have featured on the cover of our various magazines believe in “work hard/play hard.” No one at the end of their life wishes they had spent more time working on/ in their business. It is the other things in our lives that we regret making time for.

• Stealing:

It’s okay to steal some ideas now and then and put them to work in your business (providing they are not patented or copyrighted). Check out what your competitors are doing to attract business with their new ideas and find a way to customize them for your business to be of use to assist your clients. Who knows what that will lead to? They say that, “The only thing permanent is change” and if you are not willing to change things in your life and business, you will always have what you have always had. Try lying, cheating, and stealing…I am going to do so! This month’s cover honoree, Angelica Garcia-Dunn also built her business on “lying, cheating, and stealing”. Angelica would lie in bed dreaming of a better life for her two children and asking the Lord for a sign. She cheated the devil out of his due because she took a leap of faith and started her business with barely any money and by the end of the first year it was a great success. She steals people’s hearts when they meet her because she is such an inspirational person. May your New Year bring you great health, much prosperity, and lots of happiness now and always. Good Reading, Good Sales, and Great Success to You All!

Steve Levine

President/Executive Publisher, Small Business Today Magazine

[ JANUARY 2015 ] www.SBTMagazine.net 3

INSIDE JANUARY 2015 EDITION HOUSTON

Publisher’s Column

Who Are the Next Marketers?

5 Email Marketing Dysfunctions That Predict Failure

Lean Six Sigma and Its Results for City Governmen

Collaborations, Partnering, and Joint-Venturing… Priority for Business Success

Prosperity Real Estate Group A Company Built on a Strong Foundation

Getting Organized: STAY FOCUSED

Networking with Body Language

New Year’s Resolutions for Entrepreneurs

The 5 Secrets of a Phenomenal Business – Part 2

Dealing with Landlords…The Good, The Bad, & The Ugly - Part 3

When to Add a Personal Guarantor to a Small Business Loan Application

Angelica Garcia-Dunn AIM Global Logistics Built on a Leap of Faith and a Butterfly Wing and a Prayer

Prosperity Real Estate Group A Company Built on a Strong Foundation

FURNITURE MARKETING GROUP

Gift-Giving Traditions from Around the World

5 Ways to Market Your Company to Find New Employees That Just “Fit”

To Grow or Not to Grow

Keep Your Passion as a Speaker and You Will Keep Your Mojo

Seven D.R.A.S.T.I.C. Steps to Marketing Success

Financial Astrology forJanuary 2015

[ NOVEMBER 2014 ] www.SBTMagazine.net 5

COVERSTORY

Angelica Garcia-Dunn -

AIM Global Logistics Built on a Leap of Faith and a Butterfly Wing and a Prayer

hen Angelica Garcia-Dunn was a young girl, her Pastor told her, “Pick something in nature that you love and then every time that you see it, it is the Lord’s way of telling you that he loves you.” Angelica always loved yellow butterflies so she picked them. Since that time, whenever she sees them, she considers them as a sign from heaven. Butterflies to her are also about transformation, transition, and resurrection. So in 2009, as a divorcée raising two children without any additional means of support, Angelica took a leap of faith after seeing a yellow butterfly and started AIM Global Logistics with a $500 credit card, a meager savings, and built her dynamic company on a wing and a prayer.

Photo by Gwen Juarez Photography.

Growing up in Corpus Christi, Texas as the oldest of four children to first generation, U.S. born parents, Angelica learned at an early age about the spirit of entrepreneurship through the example of her parents, grandfather, and uncle who all had various business endeavors. Angelica’s parents worked very hard to care for their four children. Angelica’s father, Aristeo “Cookie” Garcia, was a service advisor at an auto dealership and her mother, Elsa Garcia Davila, was a stay-at-home-mom. When Angelica was just five years old, she would help her father sell watermelons and also fireworks in his stand! To help make ends meet, her mother would make and sell tamales and tacos. By the time Angelica was nine years old, she would help her mother by selling the tamales and tacos to her school’s principal, teachers, and other staff. The tamales were only sold during Christmas but the tacos were sold year round.

6 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

At the age of eleven, Angelica began helping her grandfather with his painting business by painting houses on the weekends and in the summer. Even though she was only paid $20 to $40 for the entire weekend, she always had lots of fun helping. By the time Angelica was 14, she was working as a waitress to help out her family. In spite of her working after school, Angelica still managed to be a straight “A” student and a member of the National Honor Society. In addition, she was President of her Class, President of the Art Club, President of the Spanish Club, and she was

also on the drill team. Although math and sciences were her favorite subjects, she took honors classes in everything. She was such a high achiever and so involved in school that everyone at Angelica’s school would tell her that one day she was going to be the President of the United States!

a great deal and was very close with him. He treated her like he was her father because he never had children of his own. He would proudly tell people that she was wearing his “genes” ! “I always say that I was blessed with two dads,” expressed Angelica.

From a young age, Angelica had a yearning to travel even though her parents didn’t have the means. In her sophomore year, she was delighted to be one of only eight students selected to participate in an exchange program called the “Sister City Program”. Out of hundreds of applications submitted and after going through an interview process, Angelica won! Her parents were so very proud and supportive of her and embraced the opportunity for her to participate. Angelica recalled, “I was sixteen and I got to go to Veracruz, Mexico or Yokosuka, Japan, the sister cities of Corpus Christi.” Through the program, Angelica spent two weeks in each city and stayed with a host family. Angelica added, “Even to this day, I love Veracruz more. I still stay in touch with the family I stayed with there and also visit them. My best friend, David Beristain, is from Veracruz because of that trip my sophomore year.”

Angelica’s uncle owned funeral homes and was the first person she knew who was an outright entrepreneur who owned his own businesses. When she went to college, not only did she live in the funeral home to save money on college expenses, she actually helped her uncle in the funeral home business in preparing the bodies, putting makeup on them, and helping with the funeral services. Now, whenever Angelica does an icebreaker and is asked to tell something about herself that no one knows about her, she says, “I used to put makeup on dead people!” Angelica’s uncle is a huge inspiration in her life and a great role model. Currently, her uncle owns the Calvario Funeral Home, the Calvary Memorial Funeral Home, and the Calvary Funeral Home that are all located in the Dallas area. He is very active in his community, and formerly was President of the National Hispanic Chamber of Commerce. In addition, he is always giving back to the community. Angelica learned a lot from him in how to be a successful entrepreneur and philanthropist.

In 1992, graduating in the top 10 percent of her class of about 400 students, Angelica had quite the well-rounded resume when she went off to college at the University of Dallas, a private Catholic university in Irving, Texas. One of the first in her family to attend college, Angelica’s parents really didn’t want her leaving the state. She chose to attend college in Dallas because she had a paternal uncle, Lupe Garcia, who lived there. Angelica admired him

Majoring in both Economics and Spanish in a five year combination Bachelor’s/Master’s program at the University of Dallas, Angelica was fortunate enough to study abroad in Italy as part of the program. Even though she lived and studied in Italy, she would spend time traveling around Eu-

Angelia feels “blessed” to work with such an amazing and dedicated team of logistic professionals! Photo by Gwen Juarez Photography.

[ JANUARY 2015 ] www.SBTMagazine.net 7

COVERSTORY

Angelica’s “true love” is her family. She is seen here with her daughter Isabel and son Hamilton. Photo by Gwen Juarez Photography.

rope on a Eurail Pass on the weekends and on breaks. No matter if it was Germany, Greece, Austria, or France, she would try to learn the basic words like “thank you” and “you’re welcome”. Angelica explained, “Anytime I travel, I just want to learn as much as I can about the language and the people. I always do a little bit of research before I travel.” Angelica considered it a great opportunity to travel and learn about other cultures but it made her appreciate even more about living in the United States. After graduating from college in 1996, Angelica wanted to move back to Houston where most of her family lived. She had been working for a Bank of America in Dallas and was trying to get transferred to one in Houston. In addition, she was looking into completing her Masters in Finance and Business Management Program at Rice and St. Thomas Universities. As things happen, life sometimes gets in the way. While on a bus traveling to Houston from Dallas, Angelica met the man whom she would later marry. After she wed, she had two children and became a stay-athome mom. After five years of marriage, Angelica became a divorcée. With a four-year-old daughter and a two-year-old son to support, Angelica found work in banking and financial services but she was on 100 percent commission. It was one of the most challenging and difficult times in her life. It became so bad that at one point that she couldn’t even afford Ramen noodles, let alone groceries. Angelica recalled leaving empty-handed at the grocery store when her payment wouldn’t go through. Her four-year-old daugh8 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

ter asked her, “Why aren’t we bringing our food home?” Angelica replied, “It’s alright baby, I forgot my money at the house. That was my lowest point and I said to myself never again.” One of her clients, Sandra Bravo who owned ABA Express, a freight forwarding company, knew what Angelica was going through and offered her a job in sales and marketing of transportation logistics. Angelica immediately accepted the offer. Initially working two days a week, Angelica didn’t know a thing about the transportation industry or any of the terms. Sandra taught her and she learned quickly. Two days turned into three which eventually led to full time. Sandra would always tell Angelica, “Don’t say no, always say yes, and bring in the business.” Sandra’s niche had been ocean and air to and from South America and she did a lot to and from Venezuela. As Angelica would make sales calls, she would never say no regardless of where the clients needed transportation. As a result, she started bringing in a lot of trucking business. Sandra really didn’t like the trucking side and dealing with drivers but Angelica really did have a passion for it. Inevitably, Angelica and Sandra parted ways but on good terms. To this day, they are still friends and still work together. It was 2006 and Trans-System Logistics, a company based in Spokane, Washington and one of the largest flatbed carriers in the U.S., wanted to open up a logistics office in Houston. Angelica had a friend that introduced her because they needed sales people and he thought she would be great for the position. Her friend was applying

for the general manager position. The two of them went to interview in Spokane and meet with the owners.Two days after they interviewed, Angelica received a call from the president of the company and said, “I have good news and bad news.” Angelica responded, “Okay, what is the bad news?” He replied, “You didn’t get the sales position.” She then asked,“What is the good news?” He answered, “You’re the general manager!” Angelica had mixed emotions because her friend didn’t get the job. Then she found out why. Both she and her friend had been asked to go out with the owners the evening after their interview but Angelica had declined. She wanted to go back to her hotel room early so she could call her children. Her friend did go out with them and then supposedly drank too much. The next morning when both Angelica and her friend were supposed to attend a meeting with the owners set for 7 AM, Angelica was on time and her friend didn’t show up until 9 AM. Apparently, it had been a test and he had failed. The owners had wanted to make sure they were hiring someone who didn’t go too extreme in their off time. All of this was quite unexpected by Angelica. She had some doubts in being able to handle the position of general manager but was reassured that they would teach her what she needed to know. They told her they would be by her side. In addition, they were paying her more than she had asked for. So, starting from scratch, Angelica handled everything needed to start a company including the purchasing of office supplies, computers, printers, and all of the office furniture. It was a little scary for her but she managed so well with the task at hand that she ended up having the number one producing office in the whole U.S. for the company. Not only did Angelica start bringing in some really big accounts, she started bringing in business to and from Mexico which was a first for the company. She had started focusing on that area after the NAFTA (North American Free Trade Agreement) program was established. NAFTA had actually been one of the Angelica’s concentrations when she was studying for her Masters which helped her a great deal in opening the doors to her business. Angelica started networking up a storm and attended all of the oil and gas conferences which helped her grow her Houston-based office to have over 30 employees. Recognizing her success, she became the V.P. of National Sales for the company. In 2009, something unforgettable happened when she attended a petrochemical conference. She met a woman from Exxon who gave her advice that changed her life. She confided, “Do you know how many of you try to come in and work with

Exxon? What is going to set yourself aside from the rest is that you’re Hispanic and you’re a woman. You need to become a certified minority woman-owned business. There are billions set aside for minority businesses and a certain percentage of their business has to go to suppliers who are certified minority-owned businesses. You need to open up your own company and become certified because there are a lot of people who are certified but they are really figure heads. You know your stuff and there are many organizations and companies that are willing to help you get to the next step.” After leaving the conference, the seed was firmly planted in Angelica’s head. She knew that she was capable of running her own business; she just needed to do it. Always being a spiritual person, Angelica prayed about the opportunity. Since her divorce she had been taking care of her two children without any outside financial support. Every time she had prayed to Jesus, she believed he answered her prayers by providing for her and putting her in front of the right people. Once again she prayed to Jesus. This time she asked for a sign and soon after she saw a yellow butterfly, her reminder that the Lord loved her and would be guiding her along the way. So taking a leap of faith with a $500 credit card and a meager savings, in May of 2009, Angelica left her secure position and started her own company, AIM Global Logistics. One of the first things she did was to put a constant reminder of her faith on all of her signs and the company letterhead, the AIM logo of a blue globe with a yellow butterfly flying across it. A year after she began, the company built on a butterfly wing and a prayer had nearly $300,000 in revenues! By the end of 2012, AIM had done nearly $3 million in sales. All of Angelica’s hard work in providing the best possible service to her clients and also avidly attending networking events had really paid off. At the end of 2013, her company’s sales had nearly doubled to $6 million and by the end of the 2014 first quarter, her sales had reached $8 million! Since beginning AIM Global Logistics, which is now the ocean and air division that has a freight forwarding and NVOCC license, Angelica has started three other operating divisions in the AIM Family of Companies, LLC. AIM Over-The-Road, LLC is a non-asset based, multi-transportation brokerage that covers 48 states, Canada, and Mexico providing cost-effective, customized transportation solutions and logistical services ranging from the local domestic load to specialized projects and super loads. AIM Transportation, LLC, their asset-based division, utilizes their own fleet of trucks including goose necks, flat beds, step decks, and stake beds to transport loads in an efficient, timely manner while maintaining superior [ JANUARY 2015 ] www.SBTMagazine.net 9

COVERSTORY customer service. They specialize in flat bed services and are rapidly growing their fleet. Their services include but are not limited to courier, hot shot, partials, and “LTL” (less than a truck load). The fourth division is AIM Global Logistics México S. de R.L. de C.V. which is their Mexico division based in Monterey, Mexico. They also have a satellite office in Mexico City and agents in Veracruz and Dos Bocas. In addition to the four operating divisions, AIM has two other divisions. AIM Global Financial, LLC does factoring for companies and capital leasing. Last but not least, AIM Family Ministry is a nonprofit division. Ten percent of all the company’s net profits are put back into the community. Every year since 2004, Angelica has done mission work. Not only is it something that fulfills her, it is a passion of hers. She makes a point to include her children in her mission work that includes giving back on a local, national, and global level. Two weeks each year, Angelica totally disconnects and goes out working on projects ranging from medical missions, water wells, orphanages, human trafficking, and child abuse. Angelica also encourages her employees to go on missions if they so desire and gives them time off. “I want AIM Ministries to be able to help and give back to the community. My daily prayer is to be blessed to be a blessing,” expressed Angelica. Angelica is so very appreciative of the supportive team she has working with her. She recognizes that she would not be where she is today without them. Angelica stated, “There’s no ‘I’ in team. Our motto is we ‘AIM’ to deliver on our commitments so you can deliver on yours. We all work together as a team; we all back each other up. I just feel that it is a loving, supportive environment conducive for kids and family.” Fostering such a strong, family environment, Angelica enjoys cooking for them, celebrating special events together, and she is working on a family trip incentive program. In spite of being a small company, AIM provides dental, medical, and vision benefits and also offers pensions, profit sharing, and 401(k) plans. In addition, Angelica has a financial advisor who provides advice on life insurance. Having 100 percent company ownership, Angelica has made certain to be well-insured in case anything were ever to happen to her so that her employees are well-taken care of. Always striving to stay on top of her game, Angelica makes sure that AIM is continually evolving with the changes in the industry. Soon, they will be completing the process in becoming ISO certified which will definitely be the icing on the cake in setting them apart from the rest. Another way Angelica keeps up with current trends is by being involved in a variety of organizations. C12 is an organization of CEOs and presidents of companies 10 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

that get together once a month. They discuss how to make business decisions with integrity in order to build a great business for a greater purpose. Graduating from the Goldman Sachs 10,000 Small Businesses Program in August of 2014 in the Cohort 10 class, Angelica learned a lot about how to work on her business instead of always working in her business. She also learned the value of knowing her numbers, having the right people, being bankable, having a growth plan, and having an exit plan. She is a board member of the Houston Hispanic Chamber of Commerce and a member of the Houston Minority Supplier Development Council (HMSDC) and the Women’s Business Enterprise Alliance (WBEA). Angelica holds many certifications including an MBE and a WBE. With those two certifications, she was able to get certified by HUD, Section 8A, the State of Texas, the City of Houston, and the Port of Houston. It’s amazing how humble Angelica is when one considers how much recognition she has received. Recently, she received the Women’s Business Enterprise National Council (WBENC) 2015 Women’s Business Enterprise Star Award and was just selected to be a Distinguished Advisory Board Member for the University of Houston’s Center for Logistics and Transportation Policy. In 2012, she received the Houston Hispanic Chamber of Commerce Emerging Business of the Year Award. She’s also been spotlighted in International Transportation and Logistics, Construction, and Forbes magazines. As hard working as Angelica is, she still maintains a healthy work-life balance. Her children are everything to her and she loves to cook for them. She is very proud that 16-year-old daughter Isabel was just approved for the Ambassador Program which involves traveling. Angelica wants both of her children to have the same opportunities to travel like she had growing up. Isabel wants to be an attorney when she grows up and son Mathis Hamilton who is 14 wants to be a pediatrician when he grows up. Isabel recently started working part time at AIM to help pay for her car. Angelica would love for her children to work at AIM but only if they want to do it. Whatever they decide, she wants them to be happy and passionate in what they do. With a leap of faith, Angelica has built her successful business on a butterfly wing and a prayer. One of the greatest testaments to her success was being able to give back to her parents. Last December, she surprised them with a new home just a mile away from hers. No longer wanting for anything, Angelica appreciates everything she now has…wonderful children, caring parents, good friends, supportive employees, a thriving business, and the love of the Lord. She is truly blessed!

Angelica is a very savvy business woman whose priorities are the Lord, family, and then her business! Photo by Gwen Juarez Photography.

2. If you’re not scared of your dreams you’re not dreaming big enough.

and blood is more important than money and a job. If things go wrong, you can lose the relationship you had with your family and nothing is worth the loss.

3. It’s always good to have goals. I a use a vision board. It’s good to have something to focus on.

11. Know your numbers. Not only do you need to know how to do a financial statement, a balance sheet, an income statement, or a cash flow analysis but learn how to read them.

4. Don’t forget where you came from. My favorite verse in the bible is from Philippians 4:13 - “I can do all things through Christ who strengthens me.” I’ve learned in life what it’s like to have nothing and I’ve been where I’ve had it all, but whether you have nothing or you have it all, it’s important to know how to be happy and content.

12. You need to learn how to work on your business so you won’t be stuck in your business. Find the right people and embrace what they can do for your business. I don’t mind hiring people who are smarter and more educated than me. The more they know, the better it is for me because that enables me to continue to work on the business and do my passion.

5. The more languages you know, the more opportunities you will have.

13. It’s important to have a work-life balance…the Lord first, family second, and career third. If people want to work with me or people I have a relationship with, I want them to have the same values. If they are balanced, they are going to work really well within the company as well.

6. Education is very important, especially if you are a woman. You have to be able to take care of yourself. The more you learn, the better off you will be. 7. You might want to play hard and work hard but you have to pray hard too. 8. Get involved in the community. Always give back. 9. Do a lot of networking. It’s not always what you know but it’s who you know as well. Sometimes it’s about being at the right place at the right time. 10. Don’t hire family. Nepotism may be fine for others but money can become the root of all evil. Family

14. It’s okay to say “no”. Projects come, opportunities come, and networking events come but sometimes you just have to say no or you will miss out on important events with your children and your family or you will miss out on taking care of yourself. You need to take care of yourself if you are going to take care of your business. Take time to recharge your batteries. Treat yourself to pedicures, manicures, facials, and massages. You are worth it.

Angelica’s Best Words of Advice in Business

1. You have to do what it takes to get what you want. (“Querer es poder.”)

[ JANUARY 2015 ] www.SBTMagazine.net 11

EDITORIALFEATURE

Who Are the

Next Marketers? By Rita Santamaria

ho are the next marketers? They are called “Digital Natives”, a term coined in 2001 by researcher Marc Prensky to describe people born after 1980 when social digital technologies such as Usenet and bulletin board systems came online. Digital Natives are characterized as having access to networked digital technologies and the skills to use those technologies. Major parts of their lives and daily activities are mediated by digital technologies: social interaction, friendships, civic activities, and hobbies. A Digital Native has never known any other way of life and they are marketing products and services like none of us have ever done before!

Digital Natives are primarily Generation Y and Z and to some extent Generation X. trust is equated as something to be feared. But if they were to conquer fearing the technology learning curve, there would be greater time efficiency and increased production occurring.

While the Natives literally grew up with the tools in their hands, the Immigrants took classes and tried out new concepts in the hopes of reshaping their business world for the better. In the days of paid newspaper and magazine ads being the only tool truly available, those forms of marketing were Digital Natives are primar- costly. Today, by using one’s own ily Generation Y and Z and to software, a good e-marketing some extent Generation X. task can be done with little These generations who have money and utilizing just a little grown up with the latest tech- more of one’s time. nologies use the tools and prinShowing a house for sale or ciples learned from them to market and plan their business any product you are hoping to success and also integrate their sell via media, video, and pictures takes time and practice; personal relationships. Boomers are Digital Immi- once it is embedded in your ad, grants in that all the technolo- it is launched to hundreds of gy and Internet were learning prospects and your cost is minicurves for them which took mal while your coverage is huge. “leaps of faith” and “giant steps Digital Natives convey mesof trial and error”. With every new tech tool, software, and sages quickly. They communicate contact management program succinctly by texting and emailthat has come about, there has ing and social media is targeting been blind trust from the Digital their prospects consistently. All Immigrants, Baby Boomers, and Immigrants have to keep pace Silent Generation. That blind with the fast, efficient, interactive,

12 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

and colorful marketing demonstrated by our Natives. There are some technologies that are changing daily and all Generations must be in the loop to keep marketing fresh. These technologies encompass the multitudes of communication methods that have been created including text, pictures, humor, video, and real time. There are tools such as YouTube which need to be utilized like the Natives utilize to keep marketing strategies front of mind. And,YouTube is free! The practice of direct mail and cold calling are not to be thrown out to the curb but must be mixed heavily with the myriad of devices that make for speed, humor, effectiveness, and advertising and can be previewed at the leisure of the client. Yes, the Boomers and Silents built the sales world with their concepts and practices but now the Gen X,Y, and Z are building the sales world more efficiently. They believe anything is possible and should be tried. In doing so, innovation is certain. Rita Santamaria is the owner and CEO of Champions School of Real Estate which was founded in 1983 and is a five time Pinnacle Award Winning School. The Champions School of Professional Development was founded in 2012 and has grown in a short time to be a leading development venue for individuals and companies. For more information, visit their websites at www.ChampionsSchool.com or www.TheChampionsProfessional.com.

EDITORIALFEATURE

5 Email Marketing Dysfunctions

That Predict Failure By Craig Klein, SalesNexus.com CEO

he varied reasons to put off creating an email marketing program are as diverse as the businesses that need to implement them. If you are like most companies, you tend to spin your wheels for a long time before you let the email marketing vehicle take off. It can often be difficult to pinpoint what is causing the delay.

If your company is already multifaceted then that’s good. Simply chunk all the facets into smaller programs and promote them in a narrowly targeted email marketing campaign.

Let’s get personal. Sometimes the best way to recognize our business habits is to relate them to our personal habits. Below is a list of personal dysfunctions that you know about yourself or someone you know.

to know one another. The same is true for your business.

The good news is you can start right now…make lots of mistakes…measure what does and doesn’t work…adjust and redevelop…and get it done faster than continuing to analyze what to do. Stop being afraid and take action.

3. It’s All About You

5. You Want to Fit In

1. Your Exercise Habits

Most of us have had the experience of beginning an exercise program only to abandon it within months (if not days). We are smart enough to know that a short-lived exercise routine will not yield good results. Yet, we will try a new email marketing strategy for a short time then use the excuse that “It didn’t work.” Seriously???

2. You Meet Someone New

One of the quickest ways to turn off a new acquaintance whether romantic or personal is to try too hard at the beginning. Many a sitcom on TV has portrayed this kind of overanxious, friend-needy behavior. We can laugh at the humor of this way of meeting new people. Some of us can identify someone in our own lives that has tried way too hard to engage in a relationship immediately after being introduced. Today’s buyer will have the same comical (and business killing) reaction to a company that tries too hard to sell their product or service. Communication early in a relationship needs to be focused on getting

This is one of the most common and seriously egregious methods for selling in the current sales environment. After decades of push media advertising, aka traditional advertising, few companies have learned the “art of seduction”. A switch to pull media is required. That is why a properly executed email campaign has so much power. Send your new sales leads something seductive and interesting then measure your results. There is no doubt that being seductive is much more effective than pushing the buyer to purchase what you have to sell.

4. You’re Afraid

Change is scary. For most of us change is always scary. The internet-enabled buyers have changed how they respond to our marketing efforts. A company can no longer throw money into buying ads that tout the wonderful benefits of the products and services they offer. It simply does not work anymore. The new methods require you to develop content or pay a professional to create

14 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

it for you. These are new territories for a business to explore. Most companies are simply not prepared to operate in this new environment. The search for solutions often results in paralysis from analysis.

Being all things to all people is a losing battle. It always has been but in today’s marketplace it is truer than ever. A narrow niche outperforms a general category of business on the worldwide web. The days of being able to promote your multifaceted, one-company-fits-all approach to business are over. If your company is already multifaceted then that’s good. Simply chunk all the facets into smaller programs and promote them in a narrowly targeted email marketing campaign. The ideal customer for one segment of your business will be different than the others, so make the content specific to the narrow group of customers you want. Hopefully, the analogies about your personal life have helped you understand your procrastination. Recognition of the problem may be just the boost you need to get started. Which of these personal habits is showing up in your business? Craig Klein is the founder/CEO of SalesNexus.com which is a leading provider of CRM, email marketing, and lead generation solutions for business-2-business sales teams.

EDITORIALFEATURE

Lean Six Sigma and Its Results

for City Government By Annise D. Parker, Mayor of the City of Houston

n November, the City of Houston published the 1st Quarter FY2015 Performance Insight, a quarterly performance management report designed to provide City leaders and the public with insight into the outcomes of City policies and budgetary decisions. My introduction to the report discusses the achievements of the Lean Six Sigma program I created which now has over 1,000 trained City employees deploying this widely held process improvement methodology in their workplace to improve services and do more with less. When I became Mayor, I saw an opportunity to further encourage and develop the talents of our dedicated employees by providing Lean Six Sigma training, a systematic problem solving technique intended to reduce waste, improve processes, and enhance quality of operations. We’ve built one of the largest and most intensive public quality regimens in the world. Our goal is to create a grassroots culture of continuous improvement and continue to build upon our successes.

Our accomplishments to date utilizing Lean Six Sigma include: • Reorganization of taxi cab permitting and reduction of processing time from one month to five days on average. • An increase in court collections of more than 10 percent resulting in a net annual increase of over $1.2 million. • Improvement of the receiving and payments for the City’s fleet and reduction of processing time from 110 days on average to less than three days (with four fewer employees). • An increase in the number of Fire Alarm Permits issued by 49 percent and reduction in processing time by 86 percent. • A 50 percent reduction in processing time for Commercial Permits while simultaneously increasing permit volume by identifying non-compliant businesses. • Streamlining the way the mayor’s office responds to mail and requests from citizens.

This quarter’s Performance Insight Report includes the following highlights: • The Administration and Regulatory Affairs Department’s Bureau of Animal Regulation and Control (BARC) Animal Live Release Rate increased by 10 percent from last quarter due to increased adoptions and the successful animal transport program. As a long-term solution, BARC continues to enhance its Spay/Neuter Program which has exceeded its first quarter target for procedures performed by 11 percent. This is in addition to the 17 percent increase in Spay and Neuter procedures performed last fiscal year. • The Housing and Community Development Department has housed 229 chronically homeless individuals this fiscal year-to-date which is 83 percent higher than their quarterly target. Through an aggressive Housing First strategy, the Department is working with local agencies to create permanent accommodations and provide supportive services to this population. This has resulted in a 30 percent reduction in chronic homelessness last year and a 57 percent reduction since 2011. • The Houston Public Library experienced the highest monthly circulation numbers in recent years during the month of July with individuals checking out more than 434,000 materials. The Library attributes this to normal seasonal variation and increased participation in the Summer Reading Program which drew 33 percent more participants this summer (from 18,000 students in 2013 to 24,000 students in 2014). There are many other great stories about how City employees are adopting the continuous improvement mindset and giving the citizens of Houston more bang for their buck. To learn more about all of the exciting ways the City is improving the way it serves the citizens of Houston, please visit www.Performance. Houstontx.Gov. Serving since January 2, 2010, Annise D. Parker has been elected as the Mayor of Houston three times. She is Houston’s 61st Mayor and one of only two women to hold the City’s highest elected office. In 2010,Time Magazine named Mayor Parker one the 100 most influential people in the world. Mayor Annise Parker is a Steering Committee Member of the C40 Cities Climate Leadership Group and serves on President Barack Obama’s State, Local, and Tribal Leaders Task Force on Climate Preparedness and Resilience. She is also on the advisory board of Small Business Today Magazine. For more information, go to www.houstontx.gov/mayor/. [ JANUARY 2015 ] www.SBTMagazine.net 15

EDITORIALFEATURE

Gift-Giving Traditions

from Around the World By Ludmila (Mila) Rusakova Golovine

eemingly, nothing could be simpler than giving a gift since the act demonstrates care and respect for the recipient. Also, it expresses the thoughtfulness and generosity of the giver. Nevertheless, gift-giving can be much more complex across cultures. The act becomes even more nuanced when it is done in a business setting. Timing becomes much more important and the giver’s intent must be absolutely clear to avoid ambiguity or offense. In the U.S., gift-giving in business is fairly straightforward. It is not required or even expected. When Americans give gifts it is usually done at the end of a business deal once the agreement is concluded. Also, the gift is given in full view of the recipient’s coworkers for transparency’s sake. Gifts are viewed by Americans as merely gestures or something superfluous. Nevertheless, in other parts of the world, gift-giving is not only customary but in some cases mandatory. In terms of similarity with American gift-giving customs, Europe is probably the closest. Surprisingly, Great Britain, whom one would assume would be very similar to American culture, actually eschews the act of gift-giving in business. However, if a Briton does give a gift, then the act must be reciprocated. If a gift is given to a Briton, it must not be too expensive or the recipient will be embarrassed. In France and Germany, gifts should be given only upon closure of a deal much like in the British case; however, they should not be too expensive lest the German or French counterpart feel beholden to the giver. It is also not advisable to bring wine to the French or beer to the Germans. These nations are world-renown for these products so the gesture could seem condescending or at the very least have a high probability of failure; therefore, it is wise to consider a local gift or delicacy such as pecans or pecan candy from Texas. Unlike in Western Europe where gift-giving is rare, in Eastern Europe the practice is much more customary. Russians value gift-giving tremendously. Consequently, they spend a lot of money and time on it. While gifts to Russians do not have to be overly expensive, they should have a certain level of value and typically higher than those given in Western Europe. If you are invited to a Russian person’s home, flowers for the lady of the house are customary. Red, yellow, and white flowers should be avoided but pink, orange, or blue flowers carry no connotation so they make excellent gifts. Gift-giving in the Arab countries is also extremely important. Arabs highly value generosity and politeness so gift-giving plays a large role in this cultural aspect. Nevertheless, it must be 16 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

done with caution. In the Arab Gulf States, perfume is highly valued but it must be of high quality lest the Arab recipient be offended. Keep in mind that gold jewelry and silk clothing must never be given to a man because these are culturally only for women. Also, in a complete contrast to Russian culture, flowers should never be given as they are usually only for funerals. Alcohol should also be avoided in Arab gift-giving as it is categorically forbidden in Islam, the predominant religion among Arabs. When presenting a gift to an Arab, it is important to always offer with the right hand and never the left as the left hand is considered unclean in Arab culture. Latin American culture is actually very close to Western European no doubt due to the influence from Spain. Gifts are actually rare in a business setting due to the fact that it is important to avoid any perception of bribery. Nevertheless, if a gift seems necessary it is best to choose something that is not too expensive. Scotch or whiskey makes a very good gift in Latin America. Bear in mind that it is not advisable to offer a gift made of silver to a Mexican recipient as Mexico prides itself on its fine silver. Gift-giving in Asia is customary and employed often. In Chinese culture, gifts are given during celebrations and to express gratitude for help. Also, they serve as a means to encourage future business endeavors. Nevertheless, gifts must always be given in public to ensure transparency in business dealings. Japanese culture also stresses gifts. Keep in mind that the act of giving is more important than the gift itself. That being said, expensive gifts are not uncommon. In both cultures, gift-giving is reciprocal. Therefore, if you receive a gift you should definitely give one in return or offense will be taken by your Asian counterpart. The act of giving gifts can seem somewhat daunting given all the differences and subtle nuances of each culture. However, this does not need to be the case at all. With an open heart and mind, you can certainly enjoy and share gift-giving traditions from around the world. As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord Services, Inc., started her company with a vision of seamlessly connecting people across any language, any time, and any culture. Mila can be reached by email at mgolovine@masterword.com, by phone at 281-589-0810, or visit her website at www.masterword.com.

EDITORIALFEATURE

Collaborations, Partnering, and Joint-Venturing…

Priority for Business Success By Hank Moore, Corporate Strategist™

he biggest source of growth and increased opportunities in today’s business climate is in the way that individuals and companies work together. It is becoming increasingly rare to find an individual or organization that has not yet been required to team with others. Lone rangers and sole-source providers simply cannot succeed in competitive environments and global economies. Those who take advantage of collaborations, partnering, or joint venturing will log the biggest successes in business years ahead. To determine which cooperative effort is best for your business, let’s examine the differences:

Collaboration

Collaboration is where parties willingly cooperate and work jointly together, especially in an intellectual pursuit. Collaboration is also the cooperation with an instrumentality in which one is not immediately connected. Here are some examples of Collaborations: • Parties and consultants involved in taking a company public work together as a team. • Niche specialists collectively conduct a research study or performance review. • Company turnaround situation requires a multi-disciplinary approach. • A group of consultants offer their collective talents to clients on a contract basis. • The client is opening new locations in new communities and asks its consultants to formulate a plan of action and oversee operating aspects. • Professional societies and associations. • Teams of health care professionals, as found in clinics and hospitals. • Composers and lyricists to write songs. • Artists of different media creating festivals, shows, and museums. • Advocate groups for causes. • Communities rallying around certain causes (crime, education, drug abuse, literacy, youth activities, etc.). • Libraries and other repositories of information and knowledge. 18 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

Partnering

Partnering is a formal relationship between two or more associates. It involves close cooperation among parties with each having specified joint rights and responsibilities. Here are some examples of Partnering: • Noncompeting disciplines create a new mousetrap based upon their unique talents and collectively pursue new marketplace opportunities. • Widget manufacturing companies team with retail management experts to open a string of widget stores. • A formal rollup or corporation to provide fullscope professional service to customers. • Non-profit organizations banning resources for programs or fund-raising. • Institutions providing startup or expansion capital. • Managing mergers, acquisitions and divestitures. • Procurement and purchasing capacities. • Corporations working with public sector and non-profit organizations to achieve mutual goals in the communities. • Private sector companies doing privatized work for public sector entities. • Organ donor banks and associations, in consortium with hospitals. • Vendors, trainers, computer consultants, and other consultants who strategically team with clients to do business. Those who don’t help to develop the business on the front end are just vendors and subcontractors.

Joint-Venturing

Joint-venturing is when partners come together for specific purposes or projects that may be beyond the scope of individual members. Each retains individual identity. The joint-venture itself has its own identity and reflects favorably upon work to be done and upon the partners. Here are some examples of Joint-Venturing: • Producers of energy create an independent drilling or marketing entity.

• An industry alliance creates a lobbying arm or public awareness campaign. • Multiple companies find that doing business in a new country is easier when a consortium operates. • Hardware, software, and component producers revolutionizing the next generation of technology. • Scientists, per research program. • Educators, in the creation and revision of curriculum materials. • Distribution centers and networks for retail products. • Aerospace contractors and subcontractors with NASA. • Telecommunications industry service providers. • Construction industry general contractors, subcontractors, and service providers in major building projects. • Group marketing programs, such as auto dealer clusters, municipalities for economic development, travel and tourism destinations, trade association, and product image upgrades. • International trade development, including research, marketing, relocation, negotiations, and lobbying.

Characteristics of a Good Collaborator:

• Already has a sense of self-worth.

• Has a bona fide track record. • Has a commitment toward knowledge enhancement. • Walks the talk by their interactions with others. • Supports collaborators in developing their own businesses and offering referrals. • Has been on other teams in the past and has case studies of actual collaborations. • Has successes and failures to their credit with an understanding of the causal factors, outcomes, and lessons learned.

Benefits for participating principals and firms include:

• Ongoing association and professional exchange with the best in respective fields. • Utilize professional synergy to create opportunities that individuals could not. • Serve as a beacon for professionalism. • Provide access to experts otherwise not known to potential clients. • Refer and cross-sell each other’s services. • Through demands uncovered, develop programs and materials to meet markets.

Hank Moore has advised over 5,000 client organizations including public sector agencies, small businesses, non-profit organizations, and 100 of the Fortune 500. Contact Hank by phone at 713-668-0664, by email at hankmoore4218@sbcglobal.net, or visit his website at www.hankmoore.com.

EDITORIALFEATURE

Prosperity Real Estate Group

A Company Built on a Strong Foundation

By Heather Green Warner

f one were to ask, “What is the number one fear for property buyers in Houston?”, the answer would be, “Foundations”. Houston is known for its gumbo soil and hot temperatures, a dangerous combination that can wreak havoc on any building. In real estate terms, the word ‘foundation’ refers to the structural aspects of a home and is crucial to its worth. However, there are other foundations equally important in life that can affect one’s potential for success - the ones we refer to when discussing a person’s upbringing, role models, and most importantly, education. Prosperity Real Estate Group, founded in 2011 by partners A.C. Ramos and Tim Mai, is the most successful real estate investing coaching program in the country and can help anyone who truly wants the strongest possible foundation in learning the ropes of real estate investing.

Polar opposites, A.C. and Tim are unique individuals with unconventional foundations in life and real estate. Surprisingly, they compliment each other perfectly in the details involved in running such a successful operation. Everything that happens at Prosperity Real Estate Group is handled with precision. The attention to detail at each class is amazing. No “i” goes without being dotted and no “t” remains uncrossed. Because of that, Ramos and Mai have created an education program that assures anyone who participates that they will have the greatest chance of success in the complicated world of real estate investing. In fact, not only has Prosperity Real Estate Group’s students earned millions of dollars from real estate transactions, the students have also had a 100 percent success rate. Now that’s a foundation to talk about!!! 20 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

EDITORIALFEATURE

Meet the “Prosperity Real Estate Group Team!” They are (from left to right) Imelda Lepe, Daniel Martinez, Sylvia Fernandez, Lluvia Vazquez, Trajan Ramos, Francis Mai, Tim Mai, A.C. Ramos, Noe Lepe, & Jim Kennedy. Photo by Gwen Juarez.

Both A.C. and Tim work tirelessly to insure each student’s success because they understand where they are coming from and how important it is that they receive a return on their investment. The principles of Prosperity Real Estate Group are exemplified in the famous quote by motivational speaker Zig Ziglar: “You can have everything in life you want, if you will just help enough other people get what they want.” To understand in depth why Prosperity Real Estate Group is so successful, it helps to have insight into the backgrounds of its co-founders: A. C. Ramos was born in Houston, Texas and although he attended Catholic schools through the 8th grade, he never went to high school. In fact, he began his early career in what he refers to as “the wrong” business and by the age of 19 found himself in prison. Two years later, after being released from incarceration,

he was an uneducated, young man with a new wife and a baby on the way. Determined to start a new life, Ramos wanted to use his natural talent for sales in a more legitimate arena. This is where he began an extremely successful career in real estate investing, more commonly known as “flipping houses.” It all began one night while lying awake in bed watching late-night television. The 22 year old Ramos saw an infomercial promising a fortune to be made in real estate. The offer entailed him paying for and attending a weekend seminar in Dallas. Other than the fee for the class, A.C. was told he needed “zero experience, zero money down, and zero credit.” He quickly borrowed the funds and this began a life of learning to find resources and grow financially while helping others do the same. Ramos’s very first transaction was in 2002 while visiting a friend who des-

perately needed to sell his house quickly. The buyer was offering $27,000 cash and Ramos, armed with his new knowledge, advised that this was too low. The house was worth at least $75,000 and his friend still owed $28,000 on the mortgage. Within days, A.C. had borrowed $33,000 cash from a willing investor, bought his friend’s home, and then successfully sold it for $89,000. A win-win for all involved! A.C. was convinced that the slogan, “Zero experience, zero money down, and zero credit” was accurate. Armed with this foundation, he knew he could be a success so he started his own company, Citiscape Investments. Eight years later, with his company running in full force, A.C. Ramos encountered someone else who was just as passionate about real estate as he was, a young man by the name of Tim Mai. Although the meeting was brief, the two realized that by uniting forces and combining each other’s strengths, a company could be created [ JANUARY 2015 ] www.SBTMagazine.net 21

Success is truly a “team effort” at Prosperity Real Estate Group. Dynamic results come from a dynamic team and a dynamic program! Photo by Gwen Juarez.

to mentor others in home investing that would give them the firm foundation for success. In addition, the company would continue to earn wealth on its own. Born in Vietnam in 1975 at the height of political oppression,Tim Mai was one of seven children. His family of nine made many attempts to escape to the United States in hopes of a better education and to have the freedom that Americans enjoyed. Long, arduous attempted escapes consisted of walking for days and nights through rice paddies, sleeping in different houses, and trying to board boats. Each time, these attempts ended poorly. At the age of six, Mai, like Ramos, found himself in prison, although for different reasons. He and his family were put in jail because it was illegal to voluntarily leave Vietnam. When Tim was 11 years old, his brother turned 18 and invited him to try again to escape. Thinking this was just another attempt that would end up with everyone returning home, he gladly went along without fear. This time, however, they made it to a fishing boat after walking for a week in the dark. Packed like sardines in a can,Tim

traveled with 37 other people for seven days and six nights. On the fourth night, the boat was attacked by pirates! The usual outcome of these attacks ended with women being raped and men being killed. Miraculously, the pirates stole from them but then let them safely go. Mai and his brother eventually made it to a refugee camp in Malaysia and then transferred to one in the Philippines. By 1987, 12 year old Tim and his brother were permitted to go to Houston. After arriving, he felt so fortunate to be able to attend public school. Tim’s parents’ dream had always been for their children to be educated. Although Tim had no real adult supervision, he was self-motivated and attended class every day. His appreciation for what he had and his internal drive to achieve continued through college and beyond. After studying to work in Computer Science, Mai was offered a position at a Dallas-based IT company called Infusion. The skills and knowledge he learned there were priceless. In addition, he made out very well financially because he was able

22 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

to bill clients $230.00 an hour for his expertise. Unfortunately, the year of 2002 brought about bankruptcy in the dotcom industry and Tim was laid off. Like his future business partner, Tim decided to attend a weekend seminar to learn how to succeed in real estate investing with no experience, no money down, and no credit. He went on to make over $1 million in profits in his first two years! His success was so impressive that he was asked to share the stage with the likes of Tony Robbins, Paula Abdul, Les Brown, and Tony Hsieh. In 2011, A.C. and Tim each owned thriving businesses, Citiscape Investments and DoDeals.com, respectively. It was clear to both men that if they were to merge, a unique opportunity would present itself. Their mission statement that they came up with for their new company, “To Care and Contribute to the Success of Others”, describes each man’s personal and professional goals. Prosperity Real Estate Group, located at 2040 North Loop West, Suite 05 Houston,

Texas 77018, is truly a place for people of all walks of life to find support, knowledge, and success in the real estate investment business. Students come from a range of backgrounds, some with existing businesses who want to expand, others starting from scratch. Most of them share one thing in common: to make a better life for themselves and their family and to leave a legacy. Regardless of where they fall on the spectrum, those eager to be a part of the booming Houston housing market are going to get the strong foundation needed from Prosperity Real Estate Group. Anyone interested in getting started in the right direction has the opportunity to take advantage of the free workshops that are offered twice a month at various locations around town. Two hours of information are provided to anyone who attends. In addition, weekend seminars are held at the Prosperity Real Estate Group offices. They are held Friday through Sunday from 9 AM to 6 PM daily.These seminars are an amazing opportunity to jumpstart a career and are offered quarterly. Once a month, 200 to 300 people attend the Prosperity Real Estate Group’s networking event.This is invaluable for those involved in real estate investing because it facilitates them in making contacts and gathering information with the right people. Most people who are first exploring the field of home investing aka “house flipping” don’t realize there are three main areas that people can focus on regarding a real estate investing transaction. They can do “wholesaling”, “wholetailing”, or “rehabbing/retailing” (the area that most people are familiar with when they hear the term “house flipping”). At every Prosperity Group Real Estate workshop, they go into

great detail how someone can properly do each of these transactions and take their business to a whole different level of success. In a wholesale transaction, this is the most basic and inexpensive way to get started. A contract is simply entered into where the “flipper” has an option to buy the property for an agreed amount and then immediately sells it for a profit to another buyer through an assignment at closing. No work is involved in rehabbing the house at all. The seller receives their cash right away so everyone wins! Wholetailing is a term used to describe the second most common transaction. Even in this case, there is not a lot of work required in fixing up the house. The “flipper” buys the home with money borrowed from willing investors. Minor fix-ups are done and then it is put back quickly on the market. A profit close to retail is made. Last but not least, rehabbing/retailing is the transaction most people see in the media and is by far the most risky. It can also be extremely profitable. A house is purchased and there are repairs involved that are necessary in making it marketable. Accurate estimating of these repairs is needed to assure the right price is offered to the seller to allow for a profit by the “flipper”. Then the house must be sold before a profit can be made. Unlike similar workshops offered by other companies, students who go on to enroll at Prosperity Real Estate Group find that this is just the beginning. A. C. and Tim are most proud of their hands-on/ hand-holding approach to training. Classes

are only part of the experience. There is ongoing support and training that is readily available by the coaches for each student. They are always working to facilitate the students’ successes. In addition, the team works diligently to help see the process through from the purchasing of a property to its profitable sale. Also, it is not uncommon to see many students obtaining advice and guidance at the office even up to a year after training. They are always welcome and treated like family. That family atmosphere extends to all of the staff members including Sales Manager, Imelda Lepe, and Daniel Martinez who is over Acquisitions. So many students share their success stories and even participate at seminars where they share their own personal experiences and words of wisdom. Some of these students include Jason Bible who has made $1 million in a one and a half year period; Steve Vigil and Suzan Meaux who previously owned rental homes and continue to work full time in other careers have made $588,000 in a little over a year; and Hugo Cedeno who had been working in the field of oil and gas has made $300,000 in his first year! Regardless of where you are in your life or career, if you are looking for a way to make your life and your family’s lives better and have an interest in what is one of the most profitable businesses today, then Prosperity Real Estate Group is your answer in finding the right company in providing you the strongest foundation and the most support. The knowledge they provide and the invaluable contacts you can make alone are worth taking the time to attend one of their free workshops!

To find out more how you can do real estate investing with the right foundation, go to

www.ProsperityGroup.com,

Their address is

or email them directly at AC@ProsperityGroup.com (to contact A. C. directly) or Support@ProsperityGroup.com (to contact Tim directly).

2040 North Loop West, Ste 05, Houston, TX 77018.

call them at (877)692-7342,

EDITORIALFEATURE

Getting Organized:

STAY FOCUSED By Holly Uverity CPO®, Office Organizers

rganization may not come naturally to you but that doesn’t mean that you can’t learn. Everyone who truly wants to become better organized can. Use the words STAY FOCUSED as a guideline to start you on your path to organization, keep you on your path, or validate where you are.

STAY FOCUSED S Start each day with a plan. Never underestimate the time you spend planning. Each week you should allot about 15 minutes to planning your days, weeks, and months. Plans are what allow you to reach your goals. T Tweak your systems. Very often, successful people use the same systems over and over again even if those systems have stopped being effective. As your life, your business and your priorities change, it’s important that your methods of staying organized change along with them. A Ask for help. No one person can do everything and it’s a mistake to try. Asking others for help not only gives you insights into what others can do but it also gives you the space and time to do what you do best. Y Yes or no. Learn to make decisions about all the information that comes into your office. Clutter is the physical manifestation of indecision; decision making is a skill and it can be learned, practiced, and perfected. F Fix only what’s broken. Regardless of how disorganized you are, there are things you’re doing that are working and systems you’re using that aren’t broken. Spend your time fixing what doesn’t work for you and not on trying to change a system that’s doing its job. O Outsource what you don’t like to do, don’t know how to do, or what is not the best use of your time. In today’s business world, it’s more important than ever that you only spend your time, energy, and talents on high payoff activities.

C Create time each day, week, and month to work through your list. Saying “I’ll do it when I have time” is a sure way to make sure it never gets done. Keep a Master List which captures everything and a list of daily tasks; stick to the list and your tasks will get completed. U Understand your personal style. Work with your own body rhythms and your work style. Keep track of how you feel; pay attention to when you feel the most creative, when you feel the most tired, and when you feel the most energetic. Plan your work around those cycles. S Start small. Small, incremental changes over time can have an enormous impact. Begin by keeping one area of your desk clean or keeping your In Box cleared out. Continuing to make small changes will keep you from feeling overwhelmed and paralyzed into inaction. E Enter into an agreement with yourself as well as with others. Have a buddy check in with you regularly to keep you on track and give you support when you need it. Keep your agreements – with others and with yourself. D Don’t let distractions pull you off course. If you find yourself getting distracted, recognize it, regroup, and then get back on track. Everyone falls down sometimes but the professionals always get back up. Getting distracted happens automatically; getting beyond your distractions is something you need to learn.

Office Organizers is The Entrepreneur’s Organizer. Founded in 1993, they work with business people to create solutions to their organizational challenges. Contact them at 281.655.5022, 24 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

EDITORIALFEATURE

Networking with

Body Language By Gail Stolzenburg

onverbal communication comprises 70% or more of one’s communication skills. If people make up their minds in eight seconds and if they want to continue the conversation, then what is their body language saying? Have you looked for a dictionary on body language and found very little information on the subject? A good starting place for body language is the eyes. They provide a lot of information. However, rather than what some people believe, very seldom can you tell if someone is telling a lie. Have you ever been in a staring contest with someone and it became uncomfortable? How long should you keep direct eye contact? Should you look at the space between their eyes rather than directly in their eyes? One technique that speaking coach Rod “The Storyteller” White teaches is to focus on the person’s left eye, the eye which activates people’s creative side. Can you tell from someone’s facial expressions if they are happy, angry, excited, or fearful? These expressions are universal, regardless of culture. In the September 2014 issue of Small Business Today Magazine, I discussed the differences between the way men and women network in my column titled, “Business Networking & Sex – Not What You Think!” Women laugh more, smile more, and are more open than men. Men shake their head more, show anger more, and are more closed off than women. We are talking about business networking but sometimes a person’s smile is interpreted as an invitation. Focus on being professional. One of the first things taught in Tai Chi classes is that people’s shoulders tend to rise when they are tense. Next time you are talking with someone, first check your own shoulders, pull them down and relax, then check the shoulders of the person you’re talking with and help them relax by asking questions. More is accomplished when they feel comfortable talking with you. When someone’s arms are crossed, they are less open to conversation and ideas. Handing them a conversation piece, like a business card, forces them to change their posture. Another technique is copying someone’s body language. This is called mirroring and matching such as a hand or arm position. It should never be obvious but you may find the person is saying to themselves, “I’m unsure what it is but there is something I like about that guy.”

One of the first things taught in Tai Chi classes is that people’s shoulders tend to rise when they are tense. Next time you are talking with someone, first check your own shoulders, pull them down and relax, then check the shoulders of the person you’re talking with and help them relax by asking questions. More is accomplished when they feel comfortable talking with you. To keep the conversation on a positive note, always keep you hands above your waist. It has an uplifting effect. Hands down at you sides can indicate disinterest. Also, leaning forward shows interest and leaning back may reflect disinterest. An abrupt change, such as moving, can help alter the other person’s attitude. Are you a “toucher”? Some people resist touching but many people have found that a light touch has a positive effect. When shaking hands, sometimes I lightly put my other hand on top of both our hands. What is your comfort zone, your space? How close do you let people get to you before you become uncomfortable? Everyone is different but you will know quickly if you are invading someone’s space. They will back away or at least demonstrate some body language showing discomfort. Remember, body language is not an exact science; it differs from person to person. The only way to improve nonverbal conversation is to practice and business organizations and service clubs are great places to practice. So the next time you meet someone, try using some of the techniques above and work on reading the nonverbal cues.

Gail “The Connector” Stolzenburg’s new book, “CONNECTIONS: Contacts to Clients” was just released. For more information, Gail can be contacted by phone at 281-493-1955, by email at Gail@GailStolzenburg.com, or visit his website at www. GailStolzenburg.com. [ JANUARY 2015 ] www.SBTMagazine.net 25

EDITORIALFEATURE

New Year’s Resolutions

for Entrepreneurs By Mark Murrah

he annual holiday postmortem is upon us again. How much weight did I gain? I need to get my finances in order! I’m going to go to the gym regularly! Most people think of January for to-do lists…new year, new beginnings, and new promises to oneself to do things differently (perhaps better). Something in our human nature sees the start of another year as an opportunity to have a clean slate and start fresh to be better people. The beginning of the first quarter of the year, though, should also be viewed as the time of the year to make good resolutions for your company or business, to make sure all the hard work done in the prior year is cleaned up, and your company is operating efficiently. Following are some bullet points you can use to help establish a checklist for your own company to help in your annual due diligence and some thoughts on ways to improve your company in 2015. January is a good time to reflect on the state of your business and a good time to make sure you can answer the following questions. • Did your business undergo any ownership changes during the prior year? You may have bought out a partner or brought on new ownership such as rewarding a valued employee with a small stock option. Make sure your stock ledger is up-to-date. • Did you merge or acquire a business? Make sure all entities are in good standing in all states in which you do business. • Do you have fully executed copies of all contracts that obligate you? Making a contracts’ file is a good idea. • Are all your business licenses up to date? Keep a licensing log. • Did you change your company name or add a division? Make sure your assumed name 26 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

Did your business undergo any ownership changes during the prior year? You may have bought out a partner or brought on new ownership such as rewarding a valued employee with a small stock option. Make sure your stock ledger is up-to-date. (DBA) filings are up to date. Keep a register of all your assumed names. • Do you have any end-of-the-year benefits issues to address (pension, ESOP, etc.)? Confirm compliance with your inside benefits manager or outside provider. • Have you instituted new policies or procedures during the year? Make sure your employee handbook is current and any new policies and procedures have been properly disseminated to employees. These are just a few items that a company should be thinking about as it enters 2015. Having good checklists and systems in place will make your life easier and add value to your bottom line when it comes time to sell your company. Mark Murrah is a Partner at the law firm of Murrah & Killough, PLLC (Houston’s Business Lawyers). The office is located at 3000 Weslayan, Suite 305 - Houston,Texas 77027. You can contact Mark by phone at 281-501-1601 or by email at mmurrah@mktxlaw.com. Visit his website at www.MKTXLaw.com.

THANK YOU!

Thank you to all of our clients and friends who attended the December 2014 Magazine Launch for Tony Noun/Noun Investments, LLC. For more information on how YOU can be part of our Launch Events and other monthly events, Please call Executive Publisher

Steve Levine at 832-419-2814.

EDITORIALFEATURE

The 5 Secrets of a Phenomenal

Business – Part 2 By Howard Partridge

“The secret is the system.” –Michael E. Gerber

n 2011, I had the pleasure of helpingTom Ziglar, son of American legend, the late Zig Ziglar, create a powerful business assessment for Zig Ziglar’s last book Born To Win, which Tom co-authored.

As we fleshed out the parts that every phenomenally successful business needs to have, we settled on five specific areas of the business. This month continues from last month’s article on the Five Secrets of a Phenomenal Business.

Secret #4: A Phenomenal Administration System

Administration is intrinsic in tracking results. It is also an internal office system that includes finance, purchasing, human resources, accounting, legal, and insurance. Do you know what your cost of doing business is? Do you know what your marketing efforts are producing? Do you know what your sales closing rates are? Do you know what your production rates are? Do you have a budget for the next 12 months? Do you have the right insurance and legal protection? The One and Only Reason Your Business Exists...is to be a Vehicle to Help You Achieve Your LIFE Goals. If you want to build a predictable, profitable, turnkey vehicle that will take you where you want to go in life, it will be a lot of work to build it. But it will be worth it. If you don’t make money, your business isn’t working! A business without a profit is just a hobby! And the only way you

The One and Only Reason Your Business Exists...is to be a Vehicle to Help You Achieve Your LIFE Goals. know whether you are making a profit is to track it. Tracking helps you make more while working less. Read that sentence again. Tracking will help you work less and make more. Why? Because when you get in touch with your actual numbers (prepare to be surprised), it will cause you to stop running harder on the hamster wheel and take action on the things that actually matter.

Secret #5: A Phenomenal Leadership System

I had the opportunity to meet John Maxwell, the world’s number one leadership expert. As the first person to become a founding member of John’s very first coaching program, The John Maxwell Team, I had the opportunity to spend time with John. John says, “Everything rises and falls on leadership.” Everything, can that be true? He goes on to say, “Leadership is influence, nothing more and nothing less; and to gain influence, you must add value to people.” Is leadership required for marketing? - Only if you want to influence people to do business with your company. And remember that all of business is about relationships. Marketing, sales, and service are about relationships. Tracking your numbers reflects your relationship with yourself! Are you serious about your life goals? Or are you using your business

28 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

just to get by in life, to have something to do? Speaking of this, John Maxwell also says, “The toughest person to lead is your self.” In addition, Dale Carnegie said, “When you begin to understand your strengths and weaknesses and you begin to understand how to add value to other people, to influence them and to enlist their willing cooperation to reach a goal, you can begin to build a phenomenal team.” This means that you don’t have to do everything yourself. It means you can now find those people who can do the things you don’t like to do and probably aren’t very good at. My strengths are marketing, sales, service, and leadership. Did you notice that administration wasn’t listed? I hated the numbers until I got in trouble! Then I began to love the fact that I could predict a loss in the future and do something about it before it happened! I have a staff of forty people who run my companies for me. I can tell you without hesitation that one of my greatest joys in life is watching my team grow. To watch my managers grow as leaders (there is a difference you know) is thrilling. The reason it is thrilling is because I now have a phenomenal leadership system. Next month I will share an introduction on Phenomenal Marketing Systems and three ways to increase sales. Howard Partridge, President of Phenomenal Products, Inc. and International Business Coach, is the author of 7 Secrets of a Phenomenal L.I.F.E. and 5 Secrets of a Phenomenal Business. You can contact Howard by phone at 281-634-0404 or visit his website at www. HowardPartridge.com.

EDITORIALFEATURE

Dealing with Landlords…The Good,

The Bad, & The Ugly - Part 3 By Jeffrey D. Jones, ASA, CBA, CBI

This can become a problem if you need to obtain a business loan which requires a first lien on the business assets. When possible, negotiate with the landlord to either waive this provision of the lease or at least be willing to subordinate the landlord’s lien to a financial lender when the business obtains a bank loan wherein the business assets will be the collateral. This is often a problem when a business owner applies for an SBA loan. The lender will require the landlord to subordinate the landlord lien so that the bank will have first lien. Unless this is negotiated up front with the landlord, it may become a problem at a later date wherein the landlord has no obligation to do so. When searching for lease space, I recommend Construction Costs In the event you are taking on a new lease space, to business owners that they hire a real estate the landlord will often provide funds to partic- broker who specializes in representing tenants for ularly build out the space to your specifications. space. This specialist will be familiar with market Typically, you are leasing a vacant space without rents and the terms and conditions that can be built-in fixtures and plumbing. The landlord gives negotiated with the landlord. Typically, the landyou a lease space allowance to offset some of the lord pays the broker fee even when the broker costs to complete the space. This allowance will is actually representing the tenant. Furthermore, range from $8 to $15 per square foot of space I recommend that you have a real estate attorbeing leased. In most cases, this is never enough ney review a proposed lease before you sign it to to complete the space to meet your specifica- ensure there are no provisions that would jeoptions. So, be prepared to spend $10,000 or more ardize you and your business during the term of in additional costs over and above what the land- the lease. lord is willing to pay to furnish out the required Spending some money up front to ensure that leasehold improvements. The more you can get the landlord to pay, the less you will have to come you have a good lease can often save you thousands of dollars and many headaches during the out of pocket to complete the space. term of the lease. Subsequent articles will ad dress lease assignments and subletting provisions Parking When leasing space in an office building that has typically found in leases. paid parking, there will be an additional fee for parking for you, your staff, and visitors. The landlord will sometimes include one or more spaces as part of the property rent. The number of spaces and the fee for parking can often be negotiated. Jeff Jones is the President of Certified Appraisers, Inc. and Advanced Business Brokers, Inc. located at 10500 Northwest Free way, Suite 200, Houston,TX 77092. He can be contacted by n Dealing with Landlords - Part 1 and Part 2, I listed the major considerations that are often found in property leases and some of the lease provisions that can be negotiated such as the term of the lease and rental rates. This article will address construction costs, parking fees, and landlord liens. Typically, you will be dealing with a leasing agent who works for the landlord or a landlord’s management company when negotiating a new lease. Sometimes, these people have the authority to make changes to their standard lease and sometimes they will need to get permission from the landlord to make changes.

Landlord Liens on Business Assets

phone at 713-680-3290 or by email at jdj@certifiedappraiser.

Most leases give the landlord a lien on your busi- com. ness assets as security for the lease payments. 30 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

EDITORIALFEATURE

When to Add a Personal Guarantor to a

Small Business Loan Application By Bruce Hurta

henever I explain the SBA and small business loan application process, I like to remind listeners that every small business loan application is evaluated according to five basic criteria and each loan application exhibits strengths and weaknesses that must be evaluated in the underwriting and loan approval process.

The five criteria being evaluated include:

1. Personal investment by the loan applicant compared to the amount of debt being requested. 2. Cash flow and repayment ability of the applicant for the proposed loan amount. 3. Business ownership and management credentials of the applicant. 4. Credit history of the applicant with other lenders. 5. Collateral offered for the loan in case of inability to continue making payments on the loan. A good reason for a small business owner to think he can find a compatible lender would be if all five criteria have strong characteristics which can be documented by the lender. The world, however, is not perfect, and neither are most business loan applications.

How, then, can a small business owner obtain the necessary credit to grow their business?

What if the business took on too much credit card debt because it could not borrow sufficient capital from traditional resources to take advantage of growth opportunities? What if they have wonderful prospects to take on new customers but they don’t have enough of their own investment to be matched in a favorable debt-to-equity percentage by the lend-

er? What if the owner(s) and the business do not have assets which make good business loan collateral? How about a business with unproven management and very little track record to demonstrate successful business results? These are not reasons to give up. The reason is that any of the five criteria displaying weakness can be offset by other criteria displaying offsetting strengths. This is where a personal guarantor on the loan might be one resource for strengthening the small business loan application.

Who is the ideal business loan guarantor prospect?

Oftentimes, small business owners turn to friends and family for assistance. A family member with a solid, personal financial statement and an excellent credit history might be a prospect to personally guarantee the loan and strengthen the loan application. This could be because they are older, wiser, more experienced, and/or have just had the chance to accumulate more personal wealth. Statistically speaking, this type of individual has more to lose from defaulting on a loan and they are much less likely to do so because they have reserves for financial emergencies. An even better loan guarantor prospect is a person who has business expertise that is unique to the loan applicant’s industry. They are not just guaranteeing the loan because they are a friend or family member with financial means but they are supporting the business because they understand its potential and they can offer expertise to help make sure it is successful. With all things considered, a business loan personal guarantor could have the qualifications to enhance a weakness in

any one of the five areas of underwriting analysis for the small business loan application. Poor historical business cash flow could be offset by the personal guarantor’s other sources of income. Inadequate personal credit scores of primary owners could be compensated for with exemplary credit of a personal guarantor. Sometimes, a personal guarantor bolsters a company’s inadequate equity investment by taking a small ownership percentage of the company in exchange for their personal guaranty. A primary owner without enough business management or ownership success could be assisted with a personal guarantor who is a proven expert in the industry. Finally, a personal guarantor sometimes has personal assets that can be added as collateral for the loan to further strengthen their personal guaranty. Just remember, personal guaranties never come without a cost to the primary business owner(s). Arms-length transactions usually require some ownership in the business by the personal guarantor in exchange for the favor of facilitating a loan approval with their guaranty. In the case of friends and family members, personal disputes can arise from business relationships and that is a risk the primary business owner must contemplate when accepting their offer to guarantee his business loan.

You can learn more about SBA lending and small business finance on Bruce’s blog at brucehurta.wordpress. com. For more information about SBA real estate loans for small businesses, contact Bruce Hurta, Business Lending Manager at Members Choice Credit Union at 281-384-2595 or by email at bhurta@mccu.com. [ JANUARY 2015 ] www.SBTMagazine.net 31

EDITORIALFEATURE

5 Ways to Market Your Company to Find

New Employees That Just “Fit” By Aimee Woodall

hen making decisions on a new hire at a small business, many times it comes down to a future employee being the right fit. Finding the right skill set is only half the battle. Sure, you can find a candidate that is capable of doing the work, but how well do they adapt to company culture? Are they willing to go the extra mile it often takes when working on a small team? Are they trustworthy? Since most small business owners don’t have a dedicated Human Resources Department to take care of scouting new talent and finding the perfect fit for their company, they have to take the hiring process into their own hands. Implementing just a few creative marketing tactics is easy and could mean the difference between finding your next star employee or a resume to add to File 86.

Here are 5 marketing techniques you should consider when hiring:

1. Show off your company culture

The best way to make sure a new hire will fit in is to make your company culture a forward-facing part of your brand. As with many small businesses, those team members who are dedicated to your mission often foster a unique company culture—one different apple entering the bunch could drastically change that. You can market your company culture through regular blogging and activity on social media. Does your company have an office pet, half-day on Fridays during the summer, or a unique way to operate meetings? Let candidates know! You can help candidates by showing them before

A small business would probably not have the resources to design and launch an application of this size but there are other ways to get creative. they even hit the “apply” button if a position at your company is a right fit.

2. Find the best places to post the job description

There are dozens of online portals to post a job description, from “Idealist to Indeed and everything in-between”, but you should think about more strategic places to market a position. Many cities have industry-specific job Facebook pages that will narrow your search and target to hungry job-seekers. For entry-level positions, most universities have portals that you can target with job descriptions. And most schools within a university have their own job boards for specific majors and interests.

3. Reach out to personal contacts

Sometimes it is all about who you know. Direct outreach is one of the most effective ways to market a job but one of the most overlooked. I believe in collaboration within my industry. I might compete with some agencies for business but I’ve gotten just as much business from referrals by so-called “competitors.” The same can be true for seeking out a new employee. Reach out to your industry peers and ask them if they have seen any great candidates come across their desk they weren’t able to hire. Who knows, they might be the perfect candidate for your company!

32 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

4. Mobilize your social network

If you are a socially connected business owner, you have a network of impassioned fans wanting you to succeed. When marketing a new position at your business, let these fans do the heavy lifting. Send an email to your database and let them know you are hiring. Draft some Tweets and Facebook posts for them to post about the position on their own social networks. Heck, if they are big enough fans, they might even be the right fit themselves. 5. Get creative Finally, don’t be afraid to get creative and have fun when marketing for a new position. Some companies are introducing “gamification” into their recruitment process. Marriott created an online game called “My Marriott Hotel” that encouraged job seekers to create their own virtual hotel restaurant kitchen, according to HRMorning.com.

A small business would probably not have the resources to design and launch an application of this size but there are other ways to get creative. Run a social media contest, have candidates submit video applications, the choice is up to you and what best fits in your company culture. As 2015 begins and new graduates and older talent seek out job opportunities, doing these five things will insure your candidate pool is full of strong swimmers.

Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based strategic branding agency specializing in cause-driven marketing, public relations, social media, and community outreach. You can contact Amy by phone at 832-971-7725, by email at aimee@theblacksheepagency.com, or visit the website at www. theblacksheepagency.com.

EDITORIALFEATURE

To Grow or

Not to Grow By N. D. Brown

ot that long ago a surefire way to buckets of gold was to own an FCC license to broadcast. Those who owned radio and television stations were raking it in. Now, there are social media, iPhones, iPads, YouTube, plus and more and more. All of them are competing for the same customers, so what has happened? The other day I received a blog from one of the guys I worked with negotiating to buy time for our advertising clients. Today, he teaches at a university and consults with advertisers and station owners. His blog discussed broadcaster investors had decided that the buckets are filling with brass.

Here are some reasons:

Not that many years have passed since a television program could be expected to reach 9 percent to 10 percent of the population. Shows in primetime reached in excess of 20 percent! In those days, a program that was watched by 3 percent to 4 percent of the population would soon be pulled off the air. Today, shows that deliver 3 percent to 4 percent are now a solid buy in primetime television! Yet, the cost to reach that diminished audience has not decreased; it has increased. It costs more for programming that delivers smaller audiences and investors are not lining up to buy what used to be a sure way to get rich. Running a profitable station is complicated but my point is about our insatiable need to grow. Everything is based on growth. Why? This is where I get what might be considered a little controversial. I don’t think growth is necessarily a good thing.

Wall Street analysts make Daedalian predictions on corporate projections of costs and revenue to determine profitability. What can stakeholders expect to get after all the bills are paid? What should the company be worth? In addition, every year Wall Street always expects more. Let’s say your company has had an excellent year. You have strong margins and have held costs in check and added new revenue streams. You draw a nice salary, pay bonuses, and there is a little left over to invest in a new piece of equipment. If you have investors, they say “Thank you very much” and then ask “What about next year? How much of an increase should we expect?” Why can’t the expectation be to do as well as this year and why can’t it be expected to repeat that year after year?

The answer: We are addicted to growth. It’s what we are supposed to do.

You own and operate a small business, perhaps a Mom and Pop operation, and you are the Mom and the Pop. You are not working to be in the Fortune 600. You love the business and the life it lets you live so why drool over growth that might kill you and put your business at risk? Back to our once fat cat broadcast station owners mentioned in the beginning of this article. The truth is, every year there are more and more ways to reach consumers. Once television was the medium that reached just about everyone; now everything television can do, such as offering entertainment and news, is on your phone, laptop, or iPad. You don’t plan your schedule around when your favorite show will be on; you make your favorite show come on when you want it to come on.

34 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

Television audiences are shrinking but advertising media is growing. Now you know more about operating a broadcast station than you cared to know but it makes my point about growth. Broadcast is actually doing very well by almost every standard so why do pundits predict its demise? When is the last time you heard about a television or radio station going off the air? You haven’t. Yet, the negative people are fixated on growth so they predict the end of the medium. You started your small business because you love the work. If you are making a healthy living, paying all your bills and your company’s bills, and you have enough money left over to stay even with or a little ahead of your competitors, why stress yourself worrying about growth? This scenario is saleable when you get to the point in your life when that makes sense. If you want to sell your company in a few years, then forget all this and do whatever it takes to get double digit gains every quarter.

So here is my heretical position:

Should you ignore those who predict if you don’t chase as much growth as you possibly can you won’t achieve all that you should? I admit I started my small business thinking the only way to run a business was to grow it as fast as I could. I missed many little league games, dance recitals, and a few birthdays. Then I started another small business thinking that I was going to enjoy my work and my life. So I decided I will never retire to the leisure life but whatever I am doing will be something I enjoy and won’t require me to run after growth.

»Continued on Page 38

EDITORIALFEATURE

Keep Your Passion as a Speaker and

You Will Keep Your Mojo By Pam Terry

assion is akin to inspiration, motivation, excitement, and enthusiasm for the present and the future. When one has passion for something, it makes them feel alive. They no longer experience a mundane view of the world. Their courage and energy levels are so revved up that all of this creates a magical feeling, often referred to as “mojo”. Having a mojo propels a person forward and upward. They are so effective that even obstacles move out of their way. Speakers without passion are dull and lifeless and put an audience to sleep! Plus, no passion equals inevitably giving up. If you're a speaker just for the money and not passionate about speaking or about your topic, you will eventually tire out. There's no mojo where there's no passion. Remember the Austin Powers' movie where he loses his mojo and "has to get it back?" Have you ever "lost" your passion in a way where you feel like you don't have a passion for anything? It happened to me when I lost a job that I loved many years ago. I felt lost, adrift, and searching without really knowing where to look. The day that I made a simple list of all the things that I love in life was a turning point. I looked at the list and got really excited! I asked myself, "How can I combine all of the things on this list into a career?" Without figuring out how to do it (I was enthused and not knowing how was not going to stop my new mojo), I came up with an idea for a humanitarian TV network called NOWW TV. NOWW stands for Network of What's Working. The premise is focusing on the things that work in the world in the areas of eliminating poverty, homelessness, crime, and creating thriving communities so we can expand them everywhere. I was combining my limitless love for making a difference, my limitless love and incredible skill for puzzles and troubleshooting, and my insatiable curiosity with

36 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

Speakers without passion are dull and lifeless and put an audience to sleep! Plus, no passion equals inevitably giving up. my love for film, TV, movies, and communication. I get inspired just writing about it! I wasn't sure how to create the TV network, so I created my speaker/coaching business as a stepping stone towards the TV programming and am still on my path to create NOWW TV. Do you see that passion is about the future? When you have a passion for something, it's about creating something in the future. Passion for something is a "calling forth." It's about something happening now and continually, and it inspires YOU. Your passion is your true north, your true joy. Proverbs 29:18 says, "Where there is no vision, the people perish." Vision and passion go hand in hand about creating a future that inspires, motivates, and captures p0your future as a public speaker, you can keep your message fresh by ensuring you are igniting your passion which is your true mojo. Have you lost your mojo? Would you like help with identifying your true passion or just getting back? Try this simple exercise: Make a list of everything you love in life without judging any of it. For example, a friend of mine loves to do laundry! No matter how trivial a thing, if you love it, list it. Then, take a look at your list and see how just looking at it inspires you. Perhaps you'll find a whole new twist to your next speaking engagement (or your career or your life!). Pam Terry is a speaker, coach, trainer, and marketing strategist. You can reach Pam by phone at 832-276-4153 or by email at pam@pamterry.com. For more information, please visit her website at www.pamterry.com.

EDITORIALFEATURE

Seven D.R.A.S.T.I.C.

Steps to Marketing Success By Toni Harris

arketing is that dreaded word for many small business owners. Many entrepreneurs have great ideas but don’t have a clue how to get the word out about their business. By definition, Dictionary.com defines marketing as,“The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” Wow, that’s a mouthful! Simply put, marketing means to put your product or service in the mind of the consumer, over and over and over and over again! Too many small business owners believe that they can create a brochure, flier, or business card, give it to a bunch of people, and sit back and wait for the phone to ring. We all know that form of marketing does not work.

So what does work? Here are 7 D.R.A.S.T.I.C. steps you can incorporate in your marketing to help jump start your marketing: 1. Define Your Audience Many of my prospects have no idea who their target audience is. Who does your product serve? If your answer starts with anyone and everyone then your audience is too broad. 2. Relationships to Help You Grow Small business owners often believe they can do it alone. They don’t ask for help or create strategic alliances that can send them referrals. Think about a business that compliments yours. When networking, do you schedule one-on-one time with your networking friends to find out how you can support one another? Can you cross refer one another? Sit down with that person and establish a referral relationship that will be mutually beneficial to both of you.

Technology is readily available but many small business owners do not take the time to learn to use these tools to grow their businesses.

3. Accountability Who are you accountable to? Establish an accountability relationship with a fellow entrepreneur or hire a coach that will hold you accountable to the marketing actions you want to accomplish. 4. Speak to Sell One of the most successful tools I use to grow my business is speaking. Do people need to be educated about your product or service? If so, then you should develop a speaking platform around your product. Take your message to the street, the internet, and social media to let people know that you are the expert and resource to fill their need. 5. Technology Tools to Grow Technology is readily available but many small business owners do not take the time to learn to use these tools to grow their businesses. Simple tools like social media and email marketing are excellent ways to remind your prospects and customers that you are still in business and that your business can help them when they need you. Remember, the definition of marketing is to remind your target audience over and over and over that you are in business. Social media

and email are great and inexpensive ways to do this. 6. Invest in Your Business Invest time, money, and energy in your marketing. How do you expect your business to grow if you are so busy working in your business that you are not working on your business? If you can’t do it all then you need to invest the money in help. Can you hire someone to help you market? If there is not a steady pipeline, your business will soon dry up. Invest the time, money, and energy to keep your pipeline full. 7. Commitment The seventh and final step is probably the most important. Without it, nothing else is going to work. The seventh step is commitment. Get committed and stay committed to your marketing plan. It takes commitment to implement every one of the steps. Are you committed? Too many business owners are partially committed. Marketing is a key part of your business success; if you are only partially committed then you will get partial results. Marketing is one of the most important parts of business success and often the most neglected. Implement a few of these seven steps and watch your business begin to blossom. Implement all seven with a serious commitment and you will soon see your business flourish.

Toni Harris helps small businesses grow by implementing successful marketing strategies. In addition to being a marketing strategist, Toni is an author and an authorized local expert with Constant Contact. Follow Toni on Facebook, Twitter, LinkedIn, and YouTube. You can contact Toni to speak at your next event by phone at 713-397-9273 or email her at toni@drasticonlineresults.com. [ JANUARY 2015 ] www.SBTMagazine.net 37

EDITORIALFEATURE

Financial Astrology for

January 2015 By Christi Ruiz, Business, Spiritual, and Intuitive Life Coach

ARIES (March 21 - April 20) You will be full of energy and new ideas. The floodgates of opportunities are open for the whole year. Take advantage of innovations in all areas. This will be an important year for savings that will provide you with a foundation. TAURUS (April 21 - May 21) Hard work will show your fullest potential and maximum of earnings. Patience shall bring good rewards. Don’t make quick, rash decisions. Think before you act. Scrutinize opportunities in being certain they are not fraudulent. If you are not cautious, your finances will be negatively affected this year. GEMINI (May 22 - June 21) Major changes in your personal life will come into your life this year so be prepared. Long pending projects will take shape and get accomplished. This is your year to make accomplishments happen. Make sure not to burn any bridges. CANCER (June 22 - July 22) This year will be full of energy and of accomplishments. The planetary positions this year will allow for new opportunities wherever you look. Unexpected expenditures will continue. Don’t take risks. Create your financial foundation. LEO (July 23 - August 22) This will be a highly productive year. With hard work and determination, you will see your ideas to fruition. Radical changes will come this year through adaptation. Listen to your inner voice on financial transactions. VIRGO (August 23 - September 23) This year you will have much energy and strength. The planets will allow for a

peaceful and balanced year. Create a budget for this year and make sure to follow it; your future depends on it. LIBRA (September 24 - October 23) The trials and tribulations from the past will be cleared and transformed. Profitability will bring you freedom this year. Use your financial consultant and attorney this year prior to making financial decisions. SCORPIO (October 24 - November 22) This is the year of surprises in all areas of your life. This will bring out the best of you. Relocation or reinvention will also be important this year. Jupiter will assist you more at the end of the year with your finances. SAGITTARIUS (November 23 - December 21) This is your year to shape your ideals and dreams in life. Major changes in your lifestyle will happen during this year. Take caution with your decision making.You will need financial stability this year. Financial frauds will seek you out all year. CAPRICORN (December 22 - January 20) Things will fall into place for you this year. Assist those around you for they are your energy team and, in turn, they will provide you with assistance. Money opportunities will abound throughout the year. Avoid unexpected expenditures and reckless spending. AQUARIUS (January 21 - February 19) Your emotions will be at their highest this year and you may lose your focus. Take caution this year in allowing your feelings to dictate your actions. Plan to secure cash flow this year. The last part of this

38 SMALL BUSINESS TODAY MAGAZINE [ JANUARY 2015 ]

year will bring opportunities of real estate and investments. PISCES (February 20 - March 20) Strength and happiness reign this year for you. Many good opportunities will abound throughout the year. It’s okay to use your expertise in areas you haven’t utilized before and create new wealth making zones. Don’t forget to diversify this year. Have confidence in yourself and use your inner voice before you invest.

Christi Ruiz is an expert in spiritual and intuitive sciences. She uses these skills to assist with one’s success in real estate, business, and personal matters. In addition, Christi’s many years of experience working for banks and mortgage companies gives her an extra edge in understanding the world of finance. You can contact Christi by phone at 713-773-0333-O or at 281-9042658-C. Her website is www.christisportals.com and her email addresses are christiruiz722@gmail.com and christiruizchristi@yahoo.com.

»Continued From Page 34 To Grow or Not to Grow Growth can be an exciting challenge. As a small business owner all you have to do is decide. Think of Robert Frost who wrote, “…Two roads diverged in a wood, and I — I took the one less traveled by, and that has made all the difference.” The good news is, unlike the prophecy of Mr. Frost’s journey, you will have many diverging roads and you, not the road, will make the difference.

N. D. Brown is a Principal of Brownchild Ltd. Inc. You can reach him by phone at his office at 713807-9000 or mobile at 713-822-8370, by email at don.brown@brownchild.com, or visit his website at www.brownchild.com.

ADVERTISER S INDEX

JANUARY 2015 EDITION HOUSTON

4 ....................................................Autoshopper.biz 33 .................................................Brian Keith Productions 1........................................................Champions School of Business Development 13....................................................Champions School of Real Estate 40..................................................Dosey Doe 2......................................................Facility Interiors, Inc 35...................................................Gwen Juarez Photography INSIDE.......................................Houston Minority Supplier BACK COVER Development Council 29...................................................Howard Partridge 13.................................................... Infinity Financial Advisors 35...................................................Main Street Chamber of Commerce 13....................................................Murrah & Killough, PLLC 39..................................................Nerium 33...................................................Paul J. Franzetti/Trusted Law Advisor 35...................................................Rush Med Pharmacy

17.....................................................Sales Nexus BACK .........................................Small Business Today COVER Magazine Radio Show 33...................................................The Bougainvilleas 19....................................................Virtual Intelligence Providers INSIDE ......................................Westpark FRONT COVER Communications