START, RUN AND GROW YOUR BUSINESS
YOUNG, FABULOUS & SELF-EMPLOYED www.jozi-media.co.za | Vol. 15 | Feb/Mar/April 2016
PUBLISHER’S FOREWORD HUSTLERS DON'T SLEEP. WE TAKE NAPS! There comes a time in most entrepreneurs’ lives when the challenges seem overwhelming. You’ve suffered consecutive setbacks and sometimes, you seriously consider throwing in the towel. You question yourself. Maybe you don’t have what it takes after all? Maybe your breakthrough idea just isn’t realistic? Maybe you should quit now, rather than continue to make a fool of yourself. Self-doubt leeches onto your heart and soul, and despair begins to take over. It happens all the time, but I’m here to tell you why you should never ever give up on your dreams. Consider these six reasons:
1. What’s the alternative? If you give up now, what are your options? Where will you be in life? Adrift? Aimless? Imagine how that will make you feel. Perhaps there’s a particular product or service you’ve launched that is plainly not going to be “the one” that leads you to extreme success. Regard it as nothing more than a detour on your journey to success. We all get sidetracked from time to time and, although you probably can’t identify a reason why right now, there’s probably a good reason Opportunity #1 didn’t work out. But, once Opportunity #10 or Opportunity #20 proves successful, you’ll realize why. Consider the billionaire author, J.K. Rowling, who created the “Harry Potter” series. Her idea was rejected 12 times before someone finally gave her a chance. Ultimately, perseverance paid.
2. Mistakes happen. There’s not a straight line to success. You’re going to hit bumps in the road that will feel like mountains. But, you can get over them. In fact, making mistakes is necessary to creating a successful company. If you’re not making mistakes, you’re not experimenting. You’re not trying new approaches. You’re not going anywhere. They key thing is to make sure that you learn from the mistakes. Failure is a necessary part of the journey, but it’s never the end until you decide to quit.
3. You need passion in your life.
up, give it another shot. “Hail Mary’s” exist for this. And then, repeat this every day.
5. The joy of success. Most of all, don’t surrender your precious dreams, because one day, you will achieve them. And, when you do, the ecstasy will make all of the agony so worthwhile. Imagine being able to celebrate with your family and friends who have been rooting for you — think about the pleasure you will all feel. Crossing the finishing line and realizing that you completed your goal will provide for an indescribable sense of accomplishment. So, go for it and don’t quit because you certainly don’t want to miss out on the experience of savoring the success.
6. Proving them wrong. Last, but not least, don’t give the naysayers the satisfaction of seeing you give up on your dreams! There’s nothing wrong with wanting to prove them wrong. It’s quite common to have dream-stealers infiltrate your life. It might be colleagues or business acquaintances or even (sadly) family and friends. They are negative influences who sow seeds of doubt. I’ll never forget when I was trying to raise capital for my previous construction business, Ngavu Civil Construction. There was a general partner of a big firm who lectured me for 10 minutes and said, “Your chances of success are pretty much zero.” Of course, that only invigorated my drive; I can’t help but wonder how he felt when I sold the company for R10 million a year later — I was delighted to prove him wrong. Cheers to those who doubted you because eventually, they will want to be part of your team.
If you give up on your dreams, you’re living a life unfulfilled. I can’t imagine not being passionate about something. Do you really believe you can build a large company and help tens of thousands of people if you have a wishy-washy approach and don’t feel strongly about your personal endeavors? If you don’t have a mission — if you don’t have a purpose — are you wasting potential? Live life with purpose and you will never be bored. Absolute conviction is everything.
Dreams are essential for an entrepreneur, and with determination, you will achieve them. The road is never an easy one, but it’s absolutely worth it.
4. Anything can happen.
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Don’t give up today because the breakthrough you need might happen tomorrow. All of the hard work you invest in yourself will pay off in the long run. It may well be that you’re running in a marathon despite the fact that you were only expecting a short sprint. If you’re at the point of giving
Your dreams are only awake if you are. Keep hustling hard and don’t give up!
Loyiso Ngavu CEO/Publisher
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START, RUN AND GROW YOUR BUSINESS
YOUNG, FABULOUS & SELF-EMPLOYED PO Box 2990, Sunninghill, JHB, 2157 | Telephone: 011 036 2977 | Fax: 086 610 6052 Publisher Loyiso Ngavu loyiso@jozi-media.co.za
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Contributors SANews,gov.za, Babalwa Buthelezi, Nick Sally, Gordon Clive, Phinah Ramalepe, Sfiso Ndebele, Kobus Venter, Rob Dickson, and Vusi Khumalo. Creative Director Nipun Garodia Chief Operations Officer Phinah Ramalepe phinah@jozi-media.co.za
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Publisher
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MED!A EMP!RE
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Tel: 011 036 2977 Fax: 0866106053 info@jozimedia.com www.sataximagazine.co.za
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2016 © Jozi Media Empire (Pty) Limited LOYISO MAGAZINE is copyright under Jozi Media Empire. In terms of copyright Act 98 of 1978 no part of this magazine may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from the Publisher.
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CONTENTS
08 Is Entrepreneurship for you? 09 How to Start a Business 10 How to Franchise your Business 12 How do I ensure that my idea is not stolen by an investor or third party? 14 Relocating? How to build a new Professional Network
T.D. JAKES: DESTINY MEANS UNDERSTANDING YOUR DESTINATION
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18 3 ways to tell if your Great Idea is a Good Business 20 10 Cost-Effective Ways to Increase Your Brand’s Visibility 22 4 Ways to Safeguard Your Accounts from Overdraft Fees 24 5 Simple Ways to a Better Budget
HOW TO DECIDE WHICH BILLS TO PAY FIRST
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26 6 Tips to Help Students Avoid College Credit Card Debt 28 4 Money Lessons I Learned from Getting Fired 32 5 Websites every Entrepreneur should visit regularly 34 Business Etiquette:5 rules every Professional should know
NEW CHEVY MALIBU COULD HELP SAVE YOUR LIFE
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36 6 Ways to impress with your Business Card
GETTING STARTED
Is Entrepreneurship For You? Starting your own business can be an exciting and rewarding experience. It can offer numerous advantages such as being your own boss, setting your own schedule and making a living doing something you enjoy. But, becoming a successful entrepreneur requires thorough planning, creativity and hard work.
Able to negotiate
Consider whether you have the following characteristics and skills commonly associated with successful entrepreneurs:
As a small business owner, you will need to negotiate everything from leases to contract terms to rates. Polished negotiation skills will help you save money and keep your business running smoothly.
Comfortable with taking risks Being your own boss also means you’re the one making tough decisions. Entrepreneurship involves uncertainty. Do you avoid uncertainty in life at all costs? If yes, then entrepreneurship may not be the best fit for you. Do you enjoy the thrill of taking calculated risks? Then read on.
Creative Are you able to think of new ideas? Can you imagine new ways to solve problems? Entrepreneurs must be able to think creatively. If you have insights on how to take advantage of new opportunities, entrepreneurship may be a good fit.
Independent Entrepreneurs have to make a lot of decisions on their own. If you find you can trust your instincts — and you’re not afraid of rejection every now and then — you could be on your way to being an entrepreneur.
Supported by others Before you start a business, it’s important to have a strong support system in place. You’ll be forced to make many important decisions, especially in the first months of opening your business. If you do not have a support network of people to help you, consider finding a business mentor. A business mentor is someone who is experienced, successful and willing to provide advice and guidance.
Persuasive You may have the greatest idea in the world, but if you cannot persuade customers, employees and potential lenders or partners, you may find entrepreneurship to be challenging. If you enjoy public speaking, engage new people with ease and find you make compelling arguments grounded in facts, it’s likely you’re poised to make your idea succeed.
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Still think you have what it takes to be an entrepreneur and start a new business? Great! Now ask yourself these questions to help ensure you’ve thought about the right financial and business details.
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How to Start a Business Starting a business is an exciting proposition, but it’s also an incredibly challenging undertaking. The resources in this section will help you learn about what it takes to start a business. Is Entrepreneurship For You?
Understand Your Market
What characteristics do you need to be an entrepreneur? What does it take to start and succeed in business?
To run a successful business, you need to learn about your customers, your competitors and the economic conditions in your industry.
Questions Before Starting Starting a business can be the most important decision you make in your life. Ask yourself these 20 questions to begin your preparation and planning.
Business Data & Statistics
Steps to Starting a Business
Business Types
These steps can help you plan, prepare and launch your business.
One of the first decisions you will make is the type of business you will open. Before making your decision, explore the opportunities that are available like a home-based or online business.
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Get access to data and statistics on your competitors, industry and target customer groups.
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FRANCHISE
How To Franchise Your Business Franchising is an effective and powerful way to grow a business. The key to franchising, as with any new business venture, is to approach the idea and business strategy with as much information as possible. In order to franchise your business you have to have a business concept that can be duplicated. The process of marketing and selling franchises is new and unique to most. There are a few key factors that determine what separates the successful franchise marketers from the unsuccessful ones, notes Christopher Conner, president of Franchise News, which has become a primary publication for providing full-service marketing and sales support consulting to clients in several industries. Some of his clients include Total Gym, Blimpie,Costco, Allscripts, and Romen’s Pizza. Before entrepreneurs make that “jump” to franchise their business, Conner offers these following tips to consider: Set a budget. You have to advertise to attract good franchise prospects. You should put together a marketing budget with two components to it. First you should budget something up front for a brochure, printed materials, a good website and other program pieces that are necessary to attract buyers. Then on a monthly timeframe, start out with a budget for lead generation activities. This can run anywhere from hundreds of dollars a month to a few thousand dollars a month. We don’t recommend that you go into franchising without some kind of a budget for marketing the business. Have a compelling story or selling proposition for your business concept. What makes you different from every other business out there in the license/franchise/business opportunity world? If you can’t say something to yourself in the mirror that makes you smile, you’re probably going to have a hard time getting other people to find it interesting.
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Develop this value proposition in the form of an elevator pitch and nail it down before you start talking to people. If there is one thing that I know about franchise buyer leads, it is that they have a short attention span….you must articulate it quickly or you will get hung up on. If you don’t like making a lot of sales calls and “working the phones”, you will need to budget for a sales person to do this for you. Franchising is a sales business, don’t let anyone fool you. It is a contact sport and it takes hundreds and hundreds of phone calls to land franchise partners. A good franchise sales person will make anywhere from 75-150 phone calls per day. In many instances, I have personally called a good prospect over 40 times just to get a meeting with them regarding the franchise opportunity. It is easy to monitor and 99 out of 100 times, the sales people who create the most activity are the ones who close deals. You have to burn up the phone lines to see the revenue come in. It’s okay to be persistent and to put yourself out there. Remember that you are probably one of several franchise opportunities that a buyer is considering at any given time. If you do not leave an impression on that buyer, they will very likely forget about you. Be aggressive and tell them what you are good at and how it will benefit them! When you approach the idea of “how to franchise my business,” be ready to market and sell your franchise from the outset and you will have a much better chance at being successful, adds Conner.
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TRADEMARK, PATENT AND COPYRIGHT
How do I ensure that my idea is not stolen by an investor or third party? By: Companies And Intellectual Property Commission The main reason for protecting a new idea is to prevent your idea from being copied. By obtaining rights, the inventor or author has an enforceable right to deal exclusively with the idea and have ownership. There are organisations and patent and trademark attorneys that can help you safeguard your idea.
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Step one: Register the business Set up a business entity by registering the business as a Close Corporation or a Private Company and get all of the necessary licenses and tax registrations that are required by the South African Revenue Services (SARS).
Step two: Trademark, Patent and Copyright It is important to know the difference between a trademark, patent and copyright in order to follow the correct procedures to safeguard the idea.
What is aTrademark A trademark is a type of intellectual property, and is typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements. The owner of a registered trademark can take legal action for trademark infringement to prevent unauthorised use of that trademark.
searches. This site offers a good indication of whether or not an invention has been patented because the ‘novelty requirement’ is truly tested in such a large market place. Most patent applications will be granted by Cipro because it does not check to establish that an invention is unique. That is why a Provisional Application for Patent is so important.
Other search options There is an Electronic Patent Journal (EPJ) where South African patent information is available. It is currently being developed for availability via the Internet, but at present can only be accessed through the offices of the patent attorneys, Hahn & Hahn and Spoor & Fisher. The database is available on CD or hard disk at a cost of R55 000 for the basic set and R12 370 per annum for the update. There is also an option for ‘pay-as-you-use’ searches. An hourly fee is charged.
What is a Patent?
International Patent Searches
A patent is a set of exclusive rights granted by the government to an inventor for a limited period in exchange for a public disclosure of an invention.
Patent searches in other industrialised countries are available on-line in specialist databases.
What is Copyright?
It is best to see legal advice o help you register a trademark or patent as these are complex procedures.
Copyright is the legal protection against copying and the specific rights allowing copying given to original works that are printed or photographically or electronically stored words, music, visual arts, and performing arts. The purpose of copyright is not just to protect the rights, but also to establish the rules under which copies or portions may be made to make a work more widely available.
How to register a trademark Trademark registrations provide wide-ranging protection and remedies against infringement.
How to register a patent Once you have established that the patent hasn’t been registered you can file a provisional patent application through Cipro (www.cipro.gov.za). The reason that you register a provisional patent application is to provide time to evaluate the invention publically. This means that if a similar or the same patent is registered, but was missed during the search, there would be a 12-month period for this problem to show up. Applications for Provisional Patent Application costs approximately R60.Once the provisional patent application has expired, a patent application must be completed. Complete patents must be signed and filed by a patent attorney. The complete patent filing in South Africa can cost between R7 000 and R10 000 or more, including official fees. The renewal fee, payable annually from the 3rd year onwards, is on a sliding scale from R130 to R206 for official fees and R725 for a patent attorney’s fee.
To register a patent you have to conduct a search Before you can register a patent you have to conduct a patent search. In South Africa, a patent search can only be done at Cipro in Pretoria. Researchers and inventors can do searches at Cipro’s Paper Based Disclosure Centre. South African patents are not available online. Most patent attorneys in South Africa use USAPTO to conduct their
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Seek legal advice
Step three: Pitching your idea without it being stolen A Non-disclosure Agreement is a legal contract that allows a company to share its intellectual property (IP) with others, whose input it needs, without unduly jeopardising that information. A non-disclosure agreement or confidentiality agreement is used when you have an unpatented idea that you need to show to a third party. Non-disclosure agreements are the cheapest form of protection for an invention you can use, but they are not a substitute for a patent application.
The purpose of a NDA Entrepreneurs are often in a tricky situation when presenting their business plans and intellectual property (IP) to potential investors. The purpose of a confidentiality agreement is it to protect the idea so the entrepreneur can patent it later so the agreement should be catered towards that. Typical things to include in the confidentiality agreement would be the duration – in other words when it expires – also spell out what a breach of the agreement would be and then what the consequences are and don’t forget to define the parties carefully. Confidentiality agreements, or non-disclosure documents as they are also known, protect sensitive technical or commercial information from disclosure to others. If after a non-disclosure agreement has been signed, the information is revealed to another individual or company, the injured party has cause to claim a breach of contract. The type of information that can be included is virtually unlimited – data, know-how, prototypes, engineering drawings, computer software, test results, tools, systems, and specifications.
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NETWORKING
Relocating? How to Build a New Professional Network Your network is your net worth is a phrase that we have all heard, but what happens to your net worth (network) when you are the new kid in town? Relocating to a unfamiliar city can be an overwhelming experience, and in today’s world the next big career step could mean a moving company and goodbyes. Trying to get acclimated to a new city, public transportation, and where to eat is daunting enough, let alone having to rebuild your professional network. Whether you moved for a fresh start in your career, a new job, or school it is important to rebuild your network, and also maintain the established relationships you have already built. Here a 3 tips on how to make connections in a new place when you are the new kid in town.
Step outside your comfort zone. Birds of a feather flock together, but when you are new to town, it’s time to become familiar with the unfamiliar. Sure, there is no place like home but that doesn’t mean you should sacrifice familiarity over the local flavor. Plus, what’s the point of living and working somewhere different if you are not going to experience new things? Get uncomfortable and try something out of the box. Surround yourself with a diverse group of people in untraditional settings. Sports leagues are always a great way to meet new people in a very informal environment, but instead of sticking to only the sports you know best, sign up to play a sport that you wouldn’t traditionally go for. Not into sports? Whatever your interest are, there are groups in every city that meet up to share, learn and network. Meetup.com, a website that helps people with shared interests host meetings and offline clubs, is a great place to search for groups in your area. Don’t forget to try something new by joining a local professionals group or association. Loyiso Magazine
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Don’t be shy, be creative. Make your needs known when you are the new kid on the block and looking to form a new professional network. When you meet up with new contacts, don’t be shy about your purpose. Share that you are looking for people to meet with similar interest, possible clients, referrals or even possible business contacts. You’re not new to networking; You’re new to the area. The same things that helped you to build your existing network will be the same things you use to establish a new one. Look for those unconventional opportunities to network. How many times have we randomly bumped into someone waiting in line at Starbucks, or running next to someone on the treadmill at the gym? This happens a lot, so take advantage of these opportunities to connect. Take it a step further by asking the person if they are on LinkedIn and establish your online connection right on the spot.
Tap into your existing network. Begin asking your existing professional and personal network for contacts in your new location. This doesn’t mean that you have to connect with everyone, but it’s a great starting point for building new relationships. With all of the discomfort that comes with moving to a new area and meeting new people having a mutual contact with someone makes the transition much easier.
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INSPIRATION
T.D. JAKES: Destiny Means Understanding Your Destination The megachurch pastor offers tips from his book on how to unlock your potential for successful entrepreneurship in 2016 After talking about finding ways to win at life in his New York Times bestseller, Instinct, the Power to Unleash Your Inborn Drive, Bishop T.D. Jakes' latest tome takes it a step further with Destiny: Step into Your Purpose. In it, the senior pastor of The Potter’s House of Dallas seeks to help CEOs, business owners, and entrepreneurs create a strategic roadmap to understanding how “destiny” leads to “purpose.” LOYISO NGAVU spoke with Jakes about the tools needed to get beyond just imagining where you want to be in life this year and focusing on how to actualize your dreams by walking into your purpose. LOYISO NGAVU: Why did you choose to write about the theme of destiny after just completing a book about instinct? JAKES: I wanted people to know that destiny is all about understanding your destination. Just as we have a GPS system on the car or phone—we have one in life. Wherever you are going there is a start and a finish—you cannot have a route without a destination. Destiny builds a focus and allows you to evaluate. Destiny is about understanding your destination. The plan governs you, your friends, the strategic moves you make and more. A plan helps you to live on purpose. So this book is really a sequel of sorts, a continuation of instinct—if destiny is the magnet, then instinct is the metal.
LOYISO NGAVU: What steps did you take to achieve your destiny? JAKES: There are a series of steps, but here are just a few that every successful visionary or leader tends to have in common. Take ownership of your circumstances. For example, I grew up poor. We had hard times when we were starting out, but while poverty had me, I didn’t have it on my mind. In fact, I made up my mind that I would not stay poor forever. You have to think positively about where you want to go in life and within the vision for how you get there. Don’t allow what you’re dealing with to define who you are. You are not your past or present circumstances. Resist whatever obstacles you encounter until you are able to break through. Have a dream in your heart that is bigger than life. You have to see your history as a stepping stone to your destiny and not as an impediment. Be intentional about your dreams and understand that no one is successful by mistake. Success is in fact quite intentional. We are not taught to be intentional— to make decisions that will change the outcome of the week. We have to change that pattern. And lastly, think carefully about how you treat people you think you don’t need. You can learn from anyone so treat everyone as if they matter. Whether they are a maid, a taxi driver, whomever, learn to learn from everyone you meet.
LOYISO NGAVU: What do you think is the biggest lesson you’ve learned as a successful entrepreneur? JAKES: We must do more than just survive each day. The people who have impacted me the most are people who I served, the people who had humility. When people can learn that the ability to serve others puts you in the room—and allows you to be connected to the right people, the smart people, then
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they will succeed at whatever they are purposed to do. The fact is you attract what you are—we are highly adaptable as a species. Successful people surround themselves with wise people who can help them navigate life. Not famous people, but accessible people who have a good word for you. Do not allow ‘awe’ to overwhelm the opportunity to learn. We need to be in an environment where we learn. Get in the right circles with the right people so that you can learn. You can learn something even from negative people. They teach you who not to be.
LOYISO NGAVU: Bishop, women now make up more than 50 percent of the U.S. labor force. Companies like Deloitte have a woman CEO at their helm and African American women and other women of color are the fastest growing group of entrepreneurs and small business owners in the country. And yet, women still lag behind in pay, advancement and retention. What three things would you advise women must do to answer their call and get achieve their destiny? JAKES: Women face unique stressors that men do not. It’s important that they react and respond to stress with structure. As demand increases in your life, your structure must also increase because a human is a limited resource. Start by getting a structure at work and at home that is built to manage the demands of your life. The look at the infrastructure of your life and see that it accommodates the structure of your life. This goes for us men too, but women need to be careful of the need to be in control without having a controlling spirit. You must have other people around you who can help you carry out your mission and get to your destiny. Responsibility and accountability are big words in business. You must lead from the top—make people accountable and you have to give up control without being controlling. Being in control is exhausting. In order to grow you have to trust somebody with some level of responsibility. A woman has to have the ability to change roles—if you are in control all the time you will drain yourself. Rest is not laziness. It’s not a departure from the goal. Instead, it better enables you to reach the goal. Another way to get there is to learn the art of juggling where you touch every ball, but not stay with one too long. Don’t take on more to juggle than you have the ability to toss—if your plate is full you have to learn to say no.
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Destiny builds a focus and allows you to evaluate. Destiny is about understanding your destination. The plan governs you, your friends, the strategic moves you make and more. A plan helps you to live on purpose. So this book is really a sequel of sorts, a continuation of instinct—if destiny is the magnet, then instinct is the metal.
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3 Ways to tell if your Great Idea is a Good Business A great idea can still be a bad business. Just because you closest friends or family swear that your sweet potato pie and German chocolate cake are the best they’ve ever eaten doesn’t mean you should open you own bake shop. It takes more than a good product to run a viable and profitable business. Many would-be entrepreneurs have spent months planning, building and scheming only to find out later that they have wasted their time on a product that no one wants to buy, no one understands or no one will ever hear of because of 50 other competitors in the marketplace. Building a successful company is hard enough without facing challenges that you might not be able to overcome through sheer will and creativity, says startup advisor Seth Baker, who started his career in IT and software development over 15 year ago and since then he has run a global data center for a major software company. He has been CEO of the award-winning Longevity Medical Clinics, and founded numerous companies, including Promedev and AtomOrbit which VentureBeat named one of the most innovative early-stage startups in the 2013. So what makes a great idea actually great? Here are Bakers’s top three things that he looks at when evaluating a potential new product or service:
Does it solve a problem that enough people will pay for? Just because you found a problem and put the time and effort into solving it doesn’t mean that you will find people willing to actually pay money for a solution. You need to understand your customer, their motivations and their business model before you potentially waste a lot of time and money.
Can you dominate with meaningful differentiation? We need to recognize how easy it is to fall in love with our own ideas and create a product with meaningless differentiation. Often, the differences we highlight between ourselves and our competitors aren’t that important to the customer. This can be a fatal flaw when trying to stand out in a crowded marketplace. You can’t dominate an industry if you can’t differentiate in ways that resonate with your customers without a lot of explanation. If the difference between you and your nearest competitor is hard to explain, then you will struggle with marketing, sales and fundraising.
Just a neat business or a scalable business? Just because you can find potential customers doesn’t mean that you can find enough customers quickly and easily enough. And here is the worst part: You can initially sell the idea to a few companies, thinking that you are onto something, only to realize later that you were addressing niche issues that aren’t as common as you assumed. This is why you need to understand the market that you are selling into early and connect with people who have been in the industry for a long time. That way, you can correctly assess whether or not your solution applies to enough other customers to really matter. There is nothing wrong with starting a company that just pays your bills and doesn’t scale to the moon, but learn to recognize the difference so that you don’t waste your time trying to build a huge company around a limited idea. Sufficiently answering these three questions is not a guarantee that you have a successful business on your hands, but it’s a start.
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Not for sale to person under 18 Enjoy responsibly.
BRANDING & MARKETING
10 Cost-Effective Ways to Increase Your Brand’s Visibility Use these affordable approaches to make your brand known! Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands try to look more like small firms in order to appeal to consumers that prefer to support independent brands.
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Many small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don't really know why. They recognise the link between successful businesses and strong branding and aspire to build a brand that emulates similar success for themselves. And they understand that branding is not just a logo or how their business is perceived externally. But too few realise that successful brands have this branding at the heart of the business. So much so that in many ways you could almost substitute the word brand for business. Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales.
4. Aim to build long-term relationships with your customers. Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.
5. Speak to your customers with a consistent tone of voice. It will help reinforce the business’ character and clarify its offering so customers are aware exactly what to expect from the product or service.
6. Don't repeat the same message in the same way over and over again. Alternatively, aim to make your key messages work together to build a coherent identity.
The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively — because they share the same values and beliefs of a brand — it leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range. Here are ten tips on how to successfully implement branding for your business.
1. Start by defining your brand.
7. Don’t try to mimic the look of chains or big brands.
Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your customers. Your brand character should promote your business, connect with your customer base and differentiate you in the market.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. Truly independent operators can leverage their status to attract customers who are looking for something more original and authentic, that aligns with how feel about themselves.
8. Be innovative, bold and daring – stand for something you believe in. Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
2. When building your brand, think of it as a person. Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
3. Consider what is driving your business. What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
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9. Always consider your branding when communicating with customers. Don't lose your pride or dilute your brand positioning with indiscriminate discounting. Try offering more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.
10. The old way of stamping your logo on everything won't cut it. The future of branding is fluid and engaging — respect your customers' intelligence by not giving everything away up front. Generate some intrigue and allow them to unearth more about your brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.
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FINANCE & INVESTMENTS
4 Ways to Safeguard Your Accounts from Overdraft Fees You don’t need to waste your money purchasing overdraft protection in the event you make a transaction that depletes your checking account balance. Here are four money routines that will definitely keep your checking account in the black. Pad your checking account by 20% What I’ve learned from having a period where I bounced several checks within a short period of time was that I was being too precise with the amounts that I left in my checking account. I was incurring fees because I was short on nominal amounts of money such as R5, R10, or R20. I started to purposely pad my checking account by 20% to ensure that if a bill was higher than expected, I wouldn’t be penalized for it.
informal record of all deposits and withdrawals from a given checking account. It is also used to perform bank reconciliation, which is the process of adjusting an account balance reported by a bank to reflect transactions that have occurred since the reporting date.
Create a financial calendar.
Use your ledger more often.
A financial calendar is a must if you have a problem with keeping your checking account up-to-date. With a financial calendar, you write out what your money is doing each and every day of the month. I highly recommend that you use one color to track inflows such as paychecks, alimony, and rental income. In another color, track the outflows such as mortgage, rent, tuition, and grocery shopping. With your financial life in front of you at a glance, you can begin to see where money flows will be tight and where they will be more fluid. You can move money into your checking account to align with what’s going on with your money throughout the month.
Even mentioning the word “ledger” can make some people scratch their heads. The checking account ledger, also known as a register, is a thin book that helps you keep an
With these routines, you will be able to safeguard your money from overdraft fees, and take back your power and control.
Pay in cash. Part of the reason that we get ourselves into overdrawn and overdraft situations is because we are not keeping accurate accounts of what is being spent and what our balances are. If you withdraw a specific amount of money at the top of the week for you to use, you won’t have this problem. There will be no need to use your checking account.
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5 Simple Ways to a Better Budget Budgeting doesn't rank high on the list of "fun" things to do. In fact, many find the idea of sitting down to calculate all of your fiscal expenses daunting and choose to avoid the experience all together. This is especially true if you are new to reining in your spending and want an easy entry point.
While it would be nice for you to simply know down to the penny where all of your money is going with no effort, you absolutely will not be able to without taking time to look at and keep track of your finances. Here are five tiny steps to help you think about budgeting to help you make better financial decisions every month.
STEP 3: Identify two low-cost “wants” that can be easily translated into monthly savings.
Sometimes you have a ballpark figure of how much you make monthly, but it is important for you to ensure that you understand what your take-home pay is after taxes, after retirement allocations, child support payment, alimony, etc.
Identify areas that can easily be trimmed down. For example, if you noticed that you spend R60 a month on your nails and R100 per month on clothes, those are two areas that you can scale back on discipline and awareness. Commit to saving at least 50% (R80) of the total amount for savings this month and work your way to saving 100% of this money next month. My recommendation is that you set up automatic withdrawals for this to work. Repeat this process until all unnecessary wants are either trimmed down or completely translated into savings.
STEP 2: Break down your monthly financial decisions into three categories.
STEP 4: Identify one “need” that could be reduced and easily translated into monthly savings.
Sort your monthly expenses into three categories: needs, wants, and savings. When you do it this way, the visual alone will show you where the majority of your money is going. To maximize this system, you have to be honest and clear about the definition of a “need” vs. a “want.” An example of a need is food. On the other hand, an example of a want is eating out every week.
Are you renting a really expensive apartment that you can’t really afford? Are you shopping strategically for food? Since cell phones are almost a necessity in the 21st century, how can you reduce your data plan, switch over to prepaid, or a less expensive service provider? Considering alternative ways to obtain needs is one of the best ways to increase your budget.
STEP 1: Find out how much money you make.
Next, figure out how much you're allocated to each category. For example, if your take home pay is R3,000, your fixed expenses (needs) R1600 and your variable expenses (wants) are R800, then you'll be able to determine how much money you have left for savings. This knowledge will also help you make adjustments, and hopefully line your pockets a bit more.
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STEP 5: Continue to use this system until the ratio of needs, wants, and savings is 50:30:20. Financial freedom is a process, so don’t beat yourself up as you work towards your financial goals. The 50:30:20 rule is an ideal goal for a healthy budget. Fifty percent of your monthly income goes towards your needs, thirty percent goes towards your wants, and twenty percent goes towards your savings and investments.
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MONEY MANAGEMENT
6 Tips to Help Students Avoid College Credit Card Debt The money coach offers advice for parents to aid their children in sidestepping credit card debt
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For many students living on their own at college, credit cards have become a way of life. Credit cards aren’t inherently bad. You just have to know how to manage credit and debt wisely. You also have to realize that if you carry a balance or make minimum payments, you’ll be charged interest on top of the costs of the goods or services you purchased. So what can young adults heading off to college do to develop proper money habits and avoid excessive credit card debt? In College Secrets, I offer six credit card dos and don’ts for parents and their college-bound sons and daughters.
1. DO consider making the student an authorized user of the parent’s card Although federal laws now restrict credit card marketing on campuses, students can still be inundated by offers from banks and credit card companies. For many students, it’s tempting to sign up for the first credit card offer that comes along, or even multiple cards, to cover personal and educational expenses in a pinch. But for teens and young adults without proper budgeting know-how, or those who have never handled a credit card on their own, it may be better to start them off as an authorized user on a parent’s credit card.
But secured cards differ from regular, unsecured cards in one significant way. Secured cards require a security deposit, which then becomes the credit line. For example, if you put $500 on deposit with a bank, that bank can provide you (or your child) with a secured card that has a $500 credit limit. Parents who are co-users of their child’s secured card would have access to that account, but could choose not to use it.
4. DON’T apply for several cards at a time College students ready for a credit card should be selective in choosing which cards to apply for, to avoid hurting their credit scores. All credit card applications show up as hard inquiries on a credit report. Too many inquiries drag down your credit score, since inquiries stay on your credit report for two years, and they count against you—for the purpose of calculating your FICO credit score—for one year.
5. DON’T overlook student credit cards If you think you (or your child) can be responsible enough to handle a credit card, by using it only when appropriate and/or paying off credit card balances before the end of each month, then consider the benefits of a student credit card. These cards offer rewards such as cash back on certain types of purchases, or airline miles and discounts to get you back home for the holidays, or to cut travel costs during spring break and other time periods.
This will allow the parent to monitor the student’s spending and keep him or her accountable for any purchases made using that card.
All students should strive to maintain good credit. That’s especially true for those completing their studies and entering the workforce, since employers are increasingly using credit checks as a way to screen job applicants.
2. DO weigh the pros and cons of having the student use a debit card
Whatever credit card you or your children choose, just make sure to read the fine print for information about annual fees, interest rates and other terms.
If you’re a parent and you don’t want your child linked to your credit accounts, or you’re concerned about his moneymanagement skills, suggest that he get a debit card that he can use to pay his bills. It’s a good way to help students effectively manage their money without worrying about the hassles of writing checks for day-to-day purchases. Still, students do need to keep track of how they use their debit cards, either by keeping a running total of their card usage or regularly reviewing their online statements. Debit card users can also set up email alerts as notifications when their balance runs low. This is a smart idea, because you don’t want to use the card when there’s not enough money in the account to cover your spending. If you do, you may get hit with overdraft fees or other bank charges.
3. DO consider the benefits of secured cards
6. DON’T forget to set specific guidelines and spending limits Whether or not a parent adds a child to a credit account or the student applies for a separate credit card, it’s important for families to discuss the prudent use of credit and when credit cards shouldn’t be used. It’s far too easy to lose track of money spent while in college, with tuition bills each year—not to mention books, supplies, food and other expenses. Parents should create realistic spending limits and urge their children to stick to those limits. Also, recommend that your child avoid using credit cards for routine day-to-day purchases that could easily be paid for with cash. Ditto for big-ticket items that he or she may not be able to pay off within the month.
If you’re a college student and you want to establish a credit history during your college years, one way to achieve this goal is by applying for a secured credit card. You can manage that account on your own, or you can become a joint account holder with a parent.
Similarly, if you want your child to use the credit card for emergencies only, say so.
Just like traditional unsecured credit cards, secured credit cards help people build credit by reporting one’s payment history to the credit bureaus (Equifax, Experian and TransUnion).
If you follow the six do’s and don’ts listed above, students can learn lifelong money-management skills and keep credit card debt to a minimum—even while they’re pursuing a higher education.
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Despite the high credit card bills often racked up by college students, those four years spent earning a degree don’t have to burden them with unmanageable debt.
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4 Money Lessons I Learned from Getting Fired
I was sitting in class when I got an email from one of the places at which I freelanced. The editor decided to keep the message short and sweet. The department had decided to go in a different direction and would no longer need freelance writers for content. At the end of the email, I was wished “the best of luck with my future endeavors.” Ouch! I felt my heart sink into my stomach. I couldn’t concentrate for the remainder of class. Even though it was not my fulltime job, I was feeling all types of hurt and anger. But once I got over the shock, I started to reflect on what I learned from this experience. Here are four big nuggets of wisdom that came out of getting fired from my freelance job.
1. Build relationships as soon as you can. Okay, I understand that relationships take time to develop, but if you never make the initial overture, then they will never start. And when we think a job may be more permanent than not, we can drag our feet when it comes to cultivating those connections. I know for me this was true. Even though I knew my position was not going to be forever, the company’s timetable was much shorter than the one that I imagined. Therefore, I pussyfooted around with sending out emails in relation to job leads, information interviews, and referrals.
2. Keep the relationships that you build. I also realized the importance of being in touch with those
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that I did make connections with. For some reason, I used to think that once a job was done, so were the relationships. While it will take a bit of effort, developing a network is a long-term investment strategy for your personal and professional growth.
3. Keep multiple streams of income. When I got the email notifying me that they no longer needed my writing services, it was more a blow to my ego than my wallet. A long time ago, I learned the importance of keeping many irons in the fire in the event that one of my streams of income dried up.
4. Ask for as much money as soon as possible. I will be the first to admit that my negotiation skills could improve, but I am happy that I pushed the envelope when it came to this position and was rewarded accordingly. If I had waited for the “right” time to ask for more money, I would have waited in vain.
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How to Decide Which Bills to Pay First For many South Africans, there are times when money is tight, and understanding how to deal with that stack of bills can be very challenging. Each person’s situation is unique, so general guidelines can’t be applied to everyone. You should always be a good steward of your money and spend wisely. The following guidelines can help you decide which bills you should pay first.
1. Food, Medicine and Child Care
3. Utilities
Paying expenses related to food, child care and essential medical care should be your first priority. But be careful not to overspend on nonessential items. Child care includes a broad range of expenses, such as school-related costs, proper and appropriate clothing, a safe and comfortable place to live, as well as entertainment and extracurricular activities.
Do the best you can to make on-time payments on essential utilities such as heat, water, and electricity. Working hard to maintain your mortgage or rent payment makes little sense if you don’t have heat, water or power. Carefully analyze other expenses in this category, such as cell phone plans, house phones, Internet and cable TV. Balance out those expenses that are “wants” vs. “needs” and can be reduced or eliminated during a financial crisis.
2. Housing One of the most important, and largest bill in most households, is the mortgage or rent payments. A mortgage is a secured debt and the consequence of not making timely and consistent payments is significant. If you own your home, real estate taxes and insurance must be also paid. These expenses may be included in the monthly mortgage payment as part of your escrow account. Any condo fees or mobile home lot payments also should be considered a high priority. Besides the intense stress, failure to pay these obligations could lead to loss of your residence and a major ding on your credit report, which may inhibit your ability to secure a future mortgage, rental or other high-end purchase at a reasonable interest rate.
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4. Auto If your car is used as part of your work commute or other essential transportation, rank your car payment just below food, medicine, housing and essential utilities. Stay current on your insurance payments as well. Failure to do so can have a cascading effect. If you don’t, your creditor may buy insurance for you at your expense–and it will be more costly to you. The key here is buying a car that meets your needs and fits within your budget.
5. Child Support Child support obligations are court-ordered payments that must be considered high priority from both a legal and
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ethical standpoint. It’s the court’s responsibility to establish a payment that is fair and equitable for both parties to ensure the safety and well-being of the child. Child support may be used to pay for uninsured or “extraordinary” medical expenses. “Extraordinary” medical expenses include any out-of-pocket medical costs that exceed the cost of a basic healthcare insurance plan, including co-pays, deductibles, and surgery costs. Even if a child is attending a public school. There are several fees needed to support school-aged children. Therefore, child support may be used to pay for many school-related needs, such as school clothes/uniforms, tuition fees, textbooks, lunch money. In many states, child support payments are automatically deducted from your pay check and failure to make payment can lead to arrest, and loss of driving privileges and wage garnishment.
6. Income Taxes You must pay SARS and state income taxes that are not automatically deducted from your wages. You must file your federal and state income tax return, even if you cannot afford to pay any balance due. Failure to pay taxes on time can result in penalties and eventually wage garnishments.
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7. Unsecured Debts Some months, it’s simply not possible to make ends meet; despite your best efforts. If you just don’t have enough money to meet your monthly obligations, communicate promptly with your creditors to explain the situation and request assistance or extra time to pay. These accounts may include credit card bills, doctor and hospital bills, or other merchant accounts. Explain that your financial situation is precarious, you’re unable to make the payments but you’re working towards a solution. You have not pledged any collateral for these loans, so you are not in jeopardy of losing property. However, these creditors do expect to be paid back. So understand that collection efforts can be persistent and stressful. Understanding the basics of prioritization is an essential aspect of money management. Ideally, you would always have enough money to cover all of your monthly expenses and still have some left over to save. However, there may be times when you simply don’t have enough money to pay all your obligations, and that’s when you must take the emotion out of your decision making process.
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WEBSITES
5 Websites every Entrepreneur should visit regularly
With a quick keyword search or the click of a button, most entrepreneurs can find answers to questions, resources, or the latest small business advice. Starting your own small business isn’t easy, and there are lots of reasons small businesses fail. More than half of all startups fail within the first five years. That’s why it’s crucial for small business owners to sharpen their minds by continually educating themselves. The communications firm Grey Square explored the Internet to find the most useful websites for entrepreneurs. Here’s what they chose as five of the best websites an entrepreneur should visit regularly.
Quora.com When you choose to become an entrepreneur, there is no doubt about it, you’re going to have a lot of questions! With that in mind, it is no surprise that question and answer websites have become increasingly popular. One site in particular, Quora, has taken the entrepreneurial world by storm. Many entrepreneurs return to the site daily to receive answers to their business questions. Entrepreneurs can join for free and have their questions answered by other people from the Quora community who has experience in the same industry.
LinkedIn Pulse Any entrepreneur on LinkedIn will tell you that Pulse is worth viewing. It was created to ensure that entrepreneurs can view business news on tablets or mobile phones quickly and easily. But, it’s not just a great way to read news; it’s also a
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great way to promote your own skills and knowledge to a group of professionals. Pulse is a great way to network and reach more people. As the founder of Pulse, Akshay Kothari explained: “As an author, you have this amazing potential to reach millions of people really interested in what you’ve written about. It really goes beyond a few hundred or thousand connections you have.”
ForEntrepreneurs.com Designed for entrepreneurs, this blog focuses on the key issues every first-time entrepreneur will go through – starting with how to get funding, getting your business off the ground and then growing it into a successful venture.
RichTopia.com This is essentially an online magazine filled with business, economic and financial news. Many people turn to it on a daily basis for advice on marketing, sales, guidance and opinions. The site doesn’t just benefit those already successful in business, but those trying to build on their businesses, too.
AudienceBloom.com This site regularly shares white papers, eBooks and business tools to help an entrepreneur succeed. Site CEO and founder, Jayson DeMers, also shares his advice in a number of large media outlets that include Forbes, Entrepreneur.com and The Wall Street Journal. A visit to Audience Bloom will help save any entrepreneur copious amounts of time.
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ETIQUETTE
Business Etiquette: 5 rules every Professional should know
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If you want to manage perceptions, you need to begin with the end in mind. Master these fool proof and fail safe tips that will help you make a positive impression in high stakes environments: Time is of the essence. The quickest way to make an opportunity go south is to show up late. Sure, things happen and sometimes circumstances are unavoidable. But, more often than not, tardiness can easily be avoided with proper planning. To account for unexpected situations that can slow you down, plan to arrive at least 30 minutes earlier than scheduled. If you do, you have plenty of time tounwind, refresh and be at ease by the time business begins. Showing up late is unprofessional—an amateur move for sure—and reflects a lack of regard for other people’s time. Don’t be that person.
Engagement before gadgets. Dialing into social media when you should be listening to a presenter or actively involved in a discussion is an absolute no-no. Moreover, the behavior stands out like a sore thumb. How would you feel if while pouring your heart into your audience, folks were texting away like crazy—offended perhaps? That’s precisely why you shouldn’t do it. Of course, in the event of an emergency, you should excuse yourself so that you can communicate freely out of the purview and earshot of the group.
Table manners are essential. Ever need to combine a meal with business? If you haven’t already, it’s likely that you will to at some point. This is where the phrase “Be ready so you don’t have to get ready” teaches the lesson best. According to Emmily Post, the basics are: Chew with your mouth closed. Avoid slurping, smacking, blowing your nose, or other gross noises. (If necessary,excuse yourself to take care of whatever it is you need to take care of.)
Don’t use your utensils like a shovel or as if you’ve just stabbed the food you’re about to eat. Don’t pick your teeth at the table. Remember to use your napkin at all times. Wait until you’re done chewing to sip or swallow a drink. (The exception is if you’re choking.) Cut only one piece of food at a time. Avoid slouching and don’t place your elbows on the table while eating (though it is OK to prop your elbows on the table while conversing between courses.) Instead of reaching across the table for something, ask for it to be passed to you. Always say, ‘Excuse me,’ whenever you leave the table. But, these tips don’t go far enough for business-savvy professionals. Explore more specific tips on business dining etiquette (including rules for pre-dinner etiquette, place setting guidelines, what happens when you sit down, eating styles, ordering, paying the bill and more.
Handle conflict professionally. Upset about what happened in the last executive meeting? Hold that thought. Don’t take to the virtual streets (ie. no angry emails, texts, tweets or Facebook posts). Don’t backbite and spread rumors. If you have an issue with someone, take them aside and discuss it like an adult. Don’t engage in passive aggressive antics that will create paper trails, damage your reputation or get you fired.
Say “Thank you.” Prompt and thoughtful expressions of gratitude are always welcome. You should aim for responding to a kind gesture immediately if in person and within 24 hours if responding by phone or email. If you wait much longer, the gesture goes stale, leaving the other party with the impression that you are unappreciative of their efforts. Strive to promptly express gratitude to avoid this result. Remember, business etiquette is an extension of your professionalism. Don’t risk creating a reputation for being unprofessional or worse. Use the five tips to create a professional impression wherever you go and you’ll never have to worry about “who’s watching.”
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BRANDING & MARKETING
6 Ways to impress with your Business Card How many times have you met someone at a networking event, struck up a great conversation, asked to keep in touch, and they didn't have a business card? Or maybe you're the one that came up short. If there is one thing that I'd tell every professional, it's to never leave home without one.
I file away good business cards, and I recently decided to make a project of following up with connections that I've made throughout the years. Over the past few weeks, I have sorted through hundreds of business cards. The vast assortment of styles and colors that I came across brought to mind the question, "What does your business card say about you?" Your business card is an introduction that speaks to the quality of your brand and what you have to offer. Here are a few tips to make an impactful and lasting impression with your business card.
1. Incorporate your brand's signature colors. When it comes to your brand image, everything should be signature. Use colors that are consistent with your logo, website, and other branding materials.
2. Include an e-mail address. Welcome to the age of the multitasker, where cold calling may not be optimal. Include an e-mail address on your business card in addition to your phone number, so as not to discourage someone from contacting you. Also, while it's okay to have a Gmail or other personal e-mail account for backup, a company e-mail (name@yourcompany.com) alludes to your credibility as a professional.
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3. Include social media information. If you think that people aren't researching you before following up, think again! Make it easy for them to connect and learn more about you even if they may not have something in mind for a direct follow-up at the time.
4. Create your own template. Remember that branding is all about being signature, so stay away from pre-made templates offered by printing sites to avoid looking clichĂŠ. Also, if you opt for the free printing deal with companies such as Vistaprint, be sure to invest the few bucks to remove the company's marketing message. Nothing says "cheap brand" like having a message on your business card that says you got them for free.
5. Font matters. Choose fonts that align with the tone of your brand, and select a text size that is easy to read. Only use 1-2 different fonts and text sizes for the best appeal.
6. Experiment with shapes and textures. There are so many styles of business cards to choose from - circle-shaped, translucent, glitter, etc. Try something different to make your business card stand out from others. A business card speaks volumes about your brand image. It lingers even when you are long gone. Take the time to make sure that your image is intact at every level.
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DRIVE TIME
New Chevy Malibu could help save your Life Vehicle brakes automatically and features latest safety features
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Safety matters just as much as price when it comes to choosing a car. Some vehicles are safer than others, according to the Insurance Institute for Highway Safety, which compiles an annual list of the safest cars based on a series of crash tests. Buyers who are in the market for a midsize sedan loaded with safety features should check out the Chevrolet Malibu. General Motors recently introduced the all-new 2016 Chevy Malibu — a completely re-styled mid-size sedan engineered to for greater efficiency and re-analyzed technology connectivity. Pedestrian detection with automatic braking, lane-keeping assist, lane-departure warning, blind-spot monitoring, forward-collision warning with automatic braking, rear cross-traffic alert, front and rear parking sensors, automatic parking, automatic high beams, and adaptive cruise control are all available. The mid-size sedan is not only good in the event of an accident, but also good at avoiding one. What’s more, the new Malibu flaunts its PIN-protected Teen Driver feature in the panel setting menu, which will notify parents of the car’s top speed, distance traveled, and every time an active safety device was triggered. Parents can review a “report card” — driving information that the vehicles collects. Teen Driver also has a precautionary feature that won’t enable radio play if a seat belt is not being worn. Parents can even set an audio volume limit for the radio. Teen Driver, which uses an activated key, was created to address some the issues around teen fatality rates. Data shows that in more than half of teen fatalities, they weren’t wearing seat belts. Motor vehicle crashes are the number one cause of death for teens, according to the
automaker, which makes teens an at-risk group of drivers. “Teen Diver is a really good tool to help your teen drive more responsibly,” says Crystal Windham, who is among a handful of black auto designers. As director of North American passenger car design for GM, Windham oversees the interior design of the acclaimed Chevrolet Malibu midsize sedan. Inside the Malibu, the Premier and Hybrid models appear luxurious with rich leather, ventilated seats, and quiet rides. The Malibu grew 2.3 inches longer and added 3.6 inches to its wheelbase. That helped create a more comfortable and roomy interior with an additional 1.3 inches of rear legroom. The bigger size did not mean more weight; in fact, Chevy has cut hundreds of pounds out of the Malibu. “I’m responsible for making sure the foundation of the interior set is from a visibility and spaciousness standpoint,” says Windham. “We made sure that the instrument panel was down as much as possible. We pushed the surfaces forward to make it easier for the driver to get in and out of the car. One of the big wins was making the panel one seamless piece.” Windham integrates beauty and style with the car company’s trademark function and engineering to create interior designs that customers notice — and love. “We are integrating technology in fresh, new ways,” she notes, referring to various functions that are accessible via a new optional eight-inch MyLink infotainment touch screen that is offset at the top. With the bigger screen — a seven-incher is available on lower trims — you get navigation, as well as a slightly updated version of MyLink with a faster processor. Windham also is quick to point out that the car can be a mobile hot spot with 4G connectivity, Apple CarPlay, and Android Auto. “At the core of what Chevy likes to do is to bring together exacting design with great technology.” She began her career at GM 21 years ago. She became the first African American female director in GM’s design division’s history in November 2008 and has since spearheaded several award-winning passenger car interiors, including the highly acclaimed 2014 Chevrolet Impala. She leads a group of designers, sculptors, and engineers who create the shape and overall environment of the vehicle. “I look at the interior of your car as your second home. People spend a lot of time inside their vehicles,” says Windham. So, “I want the interior to be an exciting design that soothes you and welcomes you. The technology has to be great, but that interface has to be simple and intuitive.”
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START, RUN AND GROW YOUR BUSINESS
YOUNG, FABULOUS & SELF-EMPLOYED Publisher
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Contact Person
William Masoga
Telephone
011 036 2977
Fax
086 610 6052
Email william@jozi-media.co.za
Minister of Small Business Development Ms Lindiwe Zulu, holding a copy of Loyiso Magazine.
LOYISO is a bi-monthly publication aimed at accomplished, self-assured, affluent and stylish South African youth. It’s the only youth magazine in the country that combines compelling entrepreneurial content with fashion, grooming and lifestyle. Readers of LOYISO are aged 18+, in LSM 7-10 with a minimum of a matric education. LOYISO is also supported by Magzter.com - Digital magazine for your iPad, iPhone, Android, Tablets, Windows 8, Web, Mac and PC worldwide.
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R 35 400
Reader Profile
The LOYISO target market are movers and shakers. A resounding 85% believe they can achieve whatever they set out to achieve. They network, take risks and believe they are sought after for their knowledge and contacts.
Inside Front Cover
R 32 300
For Advertising Enquiries Contact
Loyiso Ngavu
Telephone
082 689 4588
Email loyiso@jozi-media.co.za
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