Independent Business Network Inc. Your business growth and support system
Summer 2013
A Champagne Look on a Beer Budget The Importance of Testimonials, and How to Get Good Ones Your Business in
a
Customers’ Pocket
A Humorous Journey to the Silly Season 5 Top Tips on How to Start 2014 with a Bang! Planning a Christmas Road Trip with Kids 10 Tips for Christmas Function Networking
ers b m e rM u o t e Me
Contents
Business
Editor’s Letter With Christmas almost upon us, I am excited to present the Independent Business Network Inc (IBNInc) summer edition e-magazine. Our talented members have once again produced a range of articles sharing their tips and knowledge for the home and office to help you through the festive season and into the New Year. 2013 has been a successful year for our network group with many new local business owners joining and our regular members continuing their commitment. Once again, The Hills Shire Council have continued their ongoing support which allows affordable access to our supportive group for small business owners. October saw IBNInc celebrate their 5th birthday and I would like to thank our Mayor, Dr. Michelle Byrne for attending that meeting to assist with the official cake cutting. I never imagined five years ago when this group started that we would be still going strong and have such support from the local business community! This group is a true testament to what “Networking” is all about – developing good, solid relationships initially and the business opportunities will come followed in many cases with lasting friendships. I hope that you all get to take some time with your family and friends over the Christmas break and allow yourself to reflect on the year that was. Look at your achievements and learn from those areas that perhaps didn’t go quite as you had planned. Taking this time to reflect over your journey will put you in good stead for a successful start to 2014. Until next edition – season’s greetings and happy reading!
The Importance of Testimonials and How to get Good Ones! Robert Cole 14 Your Business in a Customers’ Pocket Gary England 16 10 Tips for Christmas Function Networking Julie Warner 12 Smart Start Program Gets Underway for New Businesses Courtesy Castle Hill Council 13
Design A Champagne look on a Beer Budget Robyn Hawke 4 Personal Gifts for Christmas and Beyond Angela Mitchell 6
Health A Humorous Journey to the Silly Season Pamela Hoy 17
Investing
Hot off the press-Darwin Robyn Atkins
20
Lifestyle 5 Top Tips on How to Start 2014 With a Bang! Fiona Newmann 10
Travel Planning a Christmas Road Trip- With Kids! Julie Warner 8
Wealth
New Credit Laws- and 3 Good Things Courtesy TIC- Troy Gunesekera Robyn Atkins 21
President Independent Business Network Inc www.independentbusinessnetworkinc.com
3
Design A Champagne Look on a Beer Budget: Decorate Your Home to Like a Professional Amazingly Christmas is just around the corner and time to start thinking about pulling out the Christmas decorations and wondering where to start so your home does not end up looking like a mismatch of daggy theme, it means that although the * Purchase a cheap terracotta pot, decorations and unbalanced decorations maybe very different and spray paint in your colour composition. they are still tied together. If your theme. Collect pine cones still To prevent this, first of all, do a stocktake of current decorations, throw out the broken ones that you have kept for years to fix for next year and never have. Keep the ones that have a sentimental value such as the ones your kids made or was your Grandmothers for example.
budget is unlimited visit some of the specialist stores and go for it, but still keeping with your plan. For those on a limited budget, your home can still look like a million dollars.
Once you have culled the pile, sort into colours. Assess your booty and decide on the dominant colour. I prefer to keep to a basic colour and use this throughout the house, with one or two highlights.
* Visit the discount stores in your area. Buy a large glass bowl and place a candle with baubles surrounding it. Add some greenery * Purchase cheap white pillar candles in varying heights. Select an odd number as they are easier to arrange. Cover candle in PVC glue or a craft glue and then roll in glitter. Allow to dry and arrange on a platter for a table centre piece
If you are starting from scratch and tossing everything, think of a colour you like, it does not have to be the traditional green and red. You may like a gold theme, or silver and blue or even purple. By using a
Here are some tips on achieving this.
*
*
* *
*
on a branch from your local park and spray them in the same colour. Place a foam brick or something similar into the pot and arrange the pinecones adding decorating beads to hide the foam. Add a ribbon around the pot to finish the look Collect plants from the yard and place in a vase. Throw in a few coloured leaves in the theme colour and add a bow for an instant centre piece Purchase a hurricane lantern, add a few baubles, string of beads with some greenery and you have created a million dollar look for very little No Christmas tree, find an interesting branch and decorate with tinsel and baubles Paint cardboard trays in white, can be varying sizes (suggest 7). Stencil Merry Christmas onto them and place on a shelf Make a Christmas tree from a magazine and spray paint. For more details, Google how to make a Magazine Christmas tree. You can keep it with the original print or spray paint and decorate with glitter. This is so easy even the kids can make one each. 4
All of these looks can be achieved with minimal money and a little bit of ingenuity. If all else fails you can collect from the Aussie
bush and decorate the leaves and branches with tinsel and baubles for a true blue Christmas.
www.inspiredspaces.com.au
5
Personal Gifts for Christmas and Beyond Not artistic? No worries
the suggested gift ideas. You can also add titles or comments using the ‘text’ tool in PhotoShop. Look at the menu - go to” File”, then select “New” and a pop up box will appear. Give the layer a name, select the size, for the best quality choose the largest dpi (usually 300 for print minimum, refers to the number of dots of colour that combine to make an image visible, the more Dots Per Inch, the better the quality) It is best to insert a layer for each new image, be it one you import or something you create yourself.
created or downloaded and want to use for your project. The image example shows how the Pen Tool was used to copy the shape of the image. Next, you would select the load path as selection, then layers, masks, reveal selection and voila the image now only has the outline. Now you would insert a new layer, keeping the selection of the shape and then fill it with a gradient. Using the Pen Tool you can trace around the edges, then over in the layers panel you will see a paths tab (see image). Play around a bit, think of some simple images that might enhance or compliment your chosen photos or gift – the options are endless!
With Christmas almost upon us, coming up with new ideas to decorate our homes or thinking of gifts to give with the personal touch becomes increasingly stressful. This can be eased once you have mastered the skill of creating your own personalised images, then these can be used on a range of items to customise a gift, match a theme or just give you a truly unique look for an event. There are a number of ways for you to create or manipulate images Tip: Double click on the layer for your personal use. Here are name and give it a name that Placement: a few ideas to get you started: makes sense to you. Tip: If you don’t have Photoshop there are low cost or free options available, such as: Gimp - for PC, this is a free down loadable program. There are tutorials on-line for beginners through to advanced users. Pixelmator - for Mac, which is a very low cost application reportedly, very similar to Photoshop.
Firstly, the “Pen Tool” needs to be mastered so that you can virtually draw anything you choose! Then you can create your own custom shapes! A quick Google search for “Pen Tool for beginner’s tutorial” will locate one that suits the way you learn best - utube will show someone working the pen and other tutorials will take you step by step with screenshots and instructions. Once you have mastered the Pen Tool there will be no stopping you!
With the Pen Tool you can ‘mask’ shapes so that you eliminate a background of an image you have
Cut out your images, then arrange them around your chosen photo until it looks and feels right. You can cut out simple images from magazines or you can download images from the internet. Tip: To download on-line images: right click on the image, select ‘Save As’ and re-name the image to something that makes sense for you. Often the image is called either image.jpeg or index.jpg. Make sure you include the .jpeg when saving! Place all the images inside a Word, Notepad (PC) or Textedit (Mac) document, then print it out. Enlarge some of the images, and duplicate some as well to give you more options.
Tip: To start, select simple shaped images to copy to avoid any complications. If you have Photoshop, using layers, you can now create any of 6
supply or local print store to do this for you. Consider laminating these for longer durability.
Napkin Rings: You could use wire, wrap it around a cardboard roll (paper towel insert). Use a bead or dollop of glue to secure the ends of the wire. Then glue on a matching image from your place mat. Ideas for xmas presents ? * Framed photographs make a lovely personal gift. Simply, select a suitable photograph, be it of your family, a pet, their children or perhaps a memory from a shared experience. * Personalised baubles for the tree, or * Place-mats and napkin rings.
Photo Frame: Take the measurements of your frame so you know the size for the photo montage you are going to create. Open your software (Photoshop/Gimp/Pixelmator) and create a ’New’ file. ‘Place’ PS (File/place, navigate to the photo, click okay} On each layer you can now draw shapes, add text etc to match your design. Print your result on Photo paper at home or have them done for you at any store with a photo lab. They can also cut it to size for you.
back to Layers/duplicate layer. This will give you an exact copy of your artwork, you will have to move it to the right or left using the arrows on your keyboard or dragging with your mouse for it to be visible. (You will need two copies as when printed you will glue them back to back). For durability, print your design onto cardboard, then carefully cut them out and glue back to back. Then they are ready for your tree.
Place-mats: Create a file the exact size you require. Print at home if you have a printer that is capable of printing larger than A4, or take to an office
You can select the layer where the image is stored, drag around it with the rectangular marquee tool, “Control C” for PC or “Command C” for Mac. Create a “New” file, select a size that will hold six or eight of the napkin ring images. Then “Control V” for PC or “Command V” for Mac, duplicate the layer six or eight times, then print on to cardboard. Tip: When you are done, make sure that you either merge the visible layers then save as a .png if you want the background to remain transparent, or ‘Flatten the image’ and save as a .jpg. or .pdf. Then print on cardboard, cut out and glue onto your napkin ring.
Baubles: Whatever shape you use: * Christmas tree * Wrapped gift * Ball, or * Star After creating the image you are after, go to the “Menu” bar, select Layers/ merge visible (to keep that transparent background), then go
www.meamdesign.com.au
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Travel
Planning a Christmas Road Trip - with Kids! The festive season is almost upon us and with that many of us will be planning a road trip to be with family and friends over the Christmas period. Spending time with all our loved ones creating those treasured memories is really special – getting there by road is not always so enjoyable! Gone are the days of when we could pack in five minutes ready to set off on a car trip across the state with not a care in the world. Just hearing those words “road trip with kids” is enough to make many parents break out in a cold sweat. To some parents, travelling in a car with the kids would be their worst nightmare! But it doesn’t have to be this way. The key to success with road trips is all in the planning. The more thought you have put in before you drive out the garage, the less stressful the drive should be. Here are some helpful travel tips on planning for a car trip with children this festive season.
1. Prepare Your Vehicle Have your car serviced a couple of weeks prior and check that your Road Side Assistance membership is current and that you have your card with you (just in case!).
2.Check traffic conditions for planning departure times Consider the peak hours of Friday night or long weekend traffic and work your departure time around these. If leaving work early on a weeknight is not possible then consider going after dinner when the kids are bathed and ready for sleep in the car. Before heading off, check for up to date traffic alerts from your local roads authority. These sites are great for highlighting road works, traffic accidents, road closures, time taken on freeways, cameras etc. Vic Roads RMS NSW Transport SA Road report, northern Territory Main Roads Western Australia Queensland Dept. of Main Roads
3. Plan driving for kids sleep time If possible, this is a great way of passing more time in the car without you having to hear the dreaded words “are we there yet?” On long journeys, try to break the journey into two-three hour blocks with scheduled meal and play breaks slotted around younger kids sleep times
4. Research Rest Stops Knowing in advance where playgrounds, parks or interesting sites are along the way allows the journey to be planned around these. Having a break every couple of hours helps children cope with a long drive. Even just 10 minutes running around a park or taking in the view of something interesting can make the time spent in the car more bearable. Fast food restaurants with playgrounds are also a great option to stop at, as they have playgrounds, refreshments and toilets all in one (especially if it’s raining)!
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5. Break your journey up 7. Games and activities to by staying overnight? pass the time This is a great way of starting your holiday early and much better than driving for 10+ hours straight! Research places along the way that would make a great overnight stop. Look for: farms or interesting museums, scenic towns, beaches (this is always a great start to any holiday) or wineries with lots of grass for the kids to run around in etc.
6. Packing food and drinks for your car trip Being prepared with snacks for the car really will keep your sanity intact on any road trip. Keep food and drinks up front with you or at least in reaching distance. There is nothing worse on a car trip than screaming hungry kids when you cannot pull over to grab something from the boot! Consider packing “special” snack boxes for each child (especially the younger ones) as they love having their own boxes of goodies and will keep them amused for quite some time. Lunch boxes with separate sections are useful, or zip lock bags work well. Some good snack choices could be: dried fruit, actual fruit, pieces of cheese (stored in a cool bag),crackers/biscuits, mini muffins, muesli/fruit bars, carrot and celery sticks, little treats sweets, chips or lollipops (great as it takes them ages to suck on them which will ensure you peace and quiet for at least 5 mins!) Pack plenty of drinks (water preferably for the car, as it makes less mess and keeps sugar levels down!), but perhaps at rest stops have soft drink or juice poppers for a treat or reward for good behaviour in the car.
Part of the fun of a car trip is to spend some quality time together as a family. The journey gives the chance to chat about all sorts of things with the kids. But there comes a time in every car trip that we all need a bit of a break! Here are some tips on what to bring to entertain your little ones on the road: * Story and music cds or downloaded onto electronic devices – many kids love listening to these when we need some “quiet time” Travel Games and Activities – DOWNLOAD Free Printable Games & Activities these are a must for any road trip. The old classics such as: I Spy, 20 Questions, License Plates, Car Cricket, Noughts and Crosses, Hangman and Travel Bingo always pass away a few kilometres. Whilst activities such as; felt or magnetic boards and activity or sticker books keep younger children entertained. * Hand held games/devices for all ages are almost a “can’t leave home without” essential these days and they do hold the kids attention for absolutely ages! * Portable DVD players are great for rewarding good behaviour of younger children and gives the kids a bit of peace and quiet when they are exhausted and fed up of being in the car.
I hope that thinking about these things in advance, will help ease the stress of going on car trips with your children over the Christmas break. Happy and Safe Travels www.juliewarnertravelplans.com
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Lifestyle
5 Top Tips on How to Start 2014 With a Bang!
Welcome to the festive season! I love this time of year. The majority of people are excited about going away on holidays, preparing for Christmas gatherings with friends and family members and doing last minute shopping the day before Christmas Day. It can be a very busy and happy time of the year.
As a recruitment professional, I also see the pitfalls of the festive season. I meet with people who have been made redundant just before the holiday season. I meet with people who have been out of work for months if not years trying to re-enter the workforce. It can be a very stressful time of the year for many people. Believe it or not, November and December is the perfect time to reflect on your career so you can start afresh in January 2014. Having a solid plan when it comes to “job hunting” can make a huge difference to successfully landing the job of your dreams. I have put together 5 top tips on how to start 2014 with a bang!
1. Start looking for your dream job now! Do not wait until Jan or February 2014.
3. If you are applying for a variety of a roles prepare 3 different CVs and 3 different Cover letters. I don’t know how many CVs I receive that have spelling When you apply for a role you mistakes all through them. Your need to personalise the cover CV is your voice. This is a way letter to relate to the particular for you to get noticed. role you are applying for. I have received cover letters for roles that are unrelated. This can be 2. Make sure your CV is up time consuming but it may be to date and has been proof the difference between getting an read. interview or not. Start researching your job today. Go to seek.com.au, mycareer. com.au or if you have a profile 4. Follow up on your job application. on LinkedIn start searching there as well. (this is just to Do not sit back waiting for name a few). You will find out someone to call you. Call them what the market is doing. 10
to make sure they have received your application. This shows that you are keen on the role. 5. B e p r e p a r e d interview.
for
an
Never assume that all interviews will be the same. Some interviews may seem like a casual chat, others may seem quite intimidating. Always remember though, that an interview is a 2 way street. When you walk out of an interview, ask yourself if this is a place you would like to work.
I have spoken to extremely confident candidates over the phone and then as soon as they start a face to face interview they are too nervous to answer questions. Practice answering questions before you go for an interview. You will never know what questions will be asked, however, if you are confident and you have practiced answering basic questions, then this is a flow on effect in an interview.
Recruitment tools I have designed a tool to help you with your interview skills. The app is called Successful APPlicant and is available for FREE for iPhones. Click here to download the app.
Fiona Neumann,
www.skillssavvy.com.au info@skillssavvy.com.au
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Business
10 Tips for Christmas Function Networking
The festive season brings 1. with it a busy schedule of events for us to attend as we celebrate with our clients, colleagues, business partners, friends and family the close of 2. yet another year. Whilst we should attend these business related events and allow ourselves to relax a little and enjoy the celebration as we wind down ready for the Christmas break. We should also not miss out on the opportunity to continue developing and maintaining our networks as often in a more relaxed environment some of the best relationships can form if we really take the time to be interested in the shared conversations and LISTEN. As we all know, there is a lot more to successful networking than just collecting business cards! Here are 10 tips to consider before your next function:
3. 4. 5.
6.
7.
Elevator speech - Describe yourself concisely and impressively. Then ask what others are involved in - LISTEN! Be different - Differentiate yourself and aim high. What do you offer that makes you different/better? Help others - Help others and you will be helped.
Personal integrity - Integrity, trust and reputation are vital for networking. Relevant targeting – Seek out groups and contacts relevant to your aims and capabilities.
Plans and aims - Plan your networking - and know what you want to achieve from each event. Follow up - Following up meetings and referrals makes things happen and always do what you say you will.
8. 9. 10.
Be positive - Be a positive influence on everyone and everything. Sustained focused effort - Be focused - and ever-ready.
Life balance - Being balanced and grounded builds assurance.
If you keep these tips in mind and take the time to truly get to know and understand the people and businesses in your network – you will be surprised at the rewards this brings. Enjoy the festive season. Julie Warner Your Business Helper
www.facebook.com/YourBusinessHelper
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Smart Start Program Gets Underway for New Businesses Council’s Economic Development and Marketing Team ran their first free Smart Start consultation session for 12 new local businesses this week.
making mistakes. The Smart Start program is designed to fast-track the learning process and give businesses some tips on how to become well-known.”
Hills Shire Mayor Dr Michelle Byrne praised the program, which targets new businesses that are registered in the Sydney Hills.
Mayor Byrne said that programs like this were helping the Council reach its target of creating 47,000 new jobs for the expected 100,000 new residents over the next few decades.
“People often start a business with a huge depth of knowledge about their particular craft, but perhaps not so much knowledge about doing business,” Mayor Byrne said. “New business owners often suffer early setbacks and often learn how to do things only after
“We’re one of the fastest growing Local Government areas in Australia and we want to manage that growth by providing local jobs.” “If people can work close to home it improves their quality
of life. The more people that work in the Sydney Hills, the faster our local economy grows.” Mayor Byrne also thanked Hills Shire Council Business Ambassador John Glover for giving his time to give advice to new businesses. “Mr Glover ’s local business knowledge is invaluable and I’d like to thank him for assisting with the Smart Start program.” After completing the Smart Start program, businesses are then able to participate in the free Smart Biz program, which offers one-on-one tailored information sessions. Regards
Stephen Garrard | Economic Development and Marketing Officer THE HILLS SHIRE COUNCIL Administration Centre, 129 Showground Road CASTLE HILL NSW 2154 PO Box 75 CASTLE HILL NSW 1765 | DX 8455 CASTLE HILL Tel: 9843 0324 | Fax: 02 9843 0409 | Mobile: 0421 205 815
www.thehills.nsw.gov.au |  | 
SmaRt StaRt WoRkShop marketing insights for your business have you recently started a business and would like a better understanding of the local area?
“get the Business Facts that matter about the sydney hills”
When businesses first start out, they want to attract attention and get known. Smart Start is a program developed by The Hills Shire Council specifically designed to show new businesses how to get known, get informed and get connected.
Workshop outcomes and benefits •
Provide you with practical examples on how you can use Council’s online demographic profiles
•
Equip you with resources that will save you time and provide you with supporting information that will help you manage your future marketing activities
•
Provide access to databases that have been segmented into their business description, helping you better target to your niche
•
Ensure you are connected to all the possible help and advisory assistance available in the Sydney Hills
If you’ve recently started a business, Smart Start is just right for you.
What will you get? • • • • • •
10,000 + marketing database Metropolitan Strategy Overview Online business leads portal Demographic profile Useful contacts and links Population forecasts
Register your interest Smart Start workshops run regularly. To register your interest, email smartstart@businesssydneyhills.com.au or call 9843 0324.
Smart Start Workshop marketing insights for your business
Initiative of the hills Shire Council
13
The Importance of Testimonials, and How to Get Good Ones. As a small business owner do you do a great job for your clients – Yes! But at the same time you have difficulty in attracting new clients to your business? As a small business owner do you also have a limited budget for marketing and need to maximise the return on every dollar you spend on marketing? Perhaps one solution is to have the right ‘social proof’ to create credibility and trust so that new prospects will be willing to listen to you and give you an opportunity to confirm their own good sense in choosing to do business with you. One way to reduce initial hesitation or distrust is to use testimonials. Testimonials allow your existing clients to tell prospective clients how good you are at what you do (“your prospective client may not believe you, but they will believe others who are ‘like them’!”). Put testimonials everywhere there is space to do so (e.g. on the back of your business card; on the back of any flyer’s you might do). The best testimonials aren’t just “I think XXX is a great person – XXX’s Mum” (if these soft, warm ‘fuzzy’ character references are all you have, then they will do for starters but replace them with better ones as soon as possible). Good testimonials are ones that provide concrete examples of the changes that you have brought to the client, so that others can ‘see’ the value you could bring them. And not all testimonials are equal – some carry more weight in the mind of your prospective client (see the examples listed ). The higher the ‘ranking’ the more powerful the testimonial is likely to be.
Ranking of Testimonial types (ascending order) 1. Success Stories – about one of your clients, in your words 2. Written testimonials – in their own words 3. Written testimonial, with a photo 4. Audio – which can of course be turned into a written one 5. Audio, with a photo 6. Video is great – can be turned into audio or written 7. Positive feature in newspaper 8. Featured on a book cover 9. Positive feature in electronic media
To be more effective testimonials should have the person’s name/ company name, not just initials (overcomes the suspicion that they are made up) and their location (even if only the state). The more details the more credible the testimonial. For privacy reasons you would not show a client’s contact details in any marketing material (without additional specific approval from the client), but of course you should have those details available so you can reference if asked. Five important considerations for getting the best testimonials possible and ensuring no problems later when using them:-
1. Always ask for testimonials, AND, get their written approval to use their names and testimonial– don’t ‘assume’ because they said nice things to you when you were talking to them that they are happy for you to use those words in any promotional activity you do 2. Ask for the testimonial to be as specific and as relevant to your business as possible). 3. Ask for the testimonial when the client is thanking you– while they are enthused and grateful and saying good things, ask them if a. They would be okay with you videoing them saying that again as you are a ‘referral’ business and would like to use their comments to encourage others to use your services b. They would be happy to write their comments down so you can use it with other prospective clients (in fact you can even write it for them and send to them for their approval – ‘to save them time’ – in many cases they will do minor editing and return it to you as you wrote it!) c. And if you missed the chance to ask initially, do something small for them now to ‘remind’ them of what good service you give and then ask them now – 14
it is never too late to ask as the worst that can happen is they say no and you are no worse off than if you had not asked. 4 A good testimonial structure is a “Before I met you (your name) …..” (then describes the prior situation). b. “The biggest, (thing/lesson/ difference) I learnt …..” (then describes what you helped with). c. Then the result …. (what was done/changed) d. Then the benefit to them …. (as specific as possible) e. And if possible they finish with how they feel about the results. Feelings/emotions are very strong elements in people making decisions (they rationalise them later with ‘facts’). 5. A sample Testimonial Release
“I hereby grant …………….. permission to use the following comments in whole or in part for the promotion or advertising of the products or services he/she provides. Then space/lines for the testimonial.
“I further authorise ...……… To use my: Name Address Telephone Number Email Address Photograph (i.e. basically a series of items for them to select those elements they are happy for you to use)
Print Name Signature Date
If you have any questions or insights you’d like to share feel free to contact me.
To conclude, Good Testimonials should have as many of the following as possible:Results; Benefits; Name of your company and the service/ product; Real/Sincere; Mirror your offerings; From an ‘average’ type of client of yours; Emotion; Help to overcome some common objections (where appropriate); State why they decided use you; For Audio/ Video should be good quality, but not ‘polished/rehearsed’; brief (if provided with a long one certainly don’t reject it, just edit it).
Robert Cole The Small Business Wizard
www.thesmallbusinesswizard.com
robert@professionalbusinessimprovements.com
Phone: 1300 967 896
15
Introduction The use of mobile devices as customer tools has understandably skyrocketed in very recent times. So much accessibility, functionality, convenience and value is increasingly being included in devices that they have become not only the preferred toy for users, but also the must-have tool for businesses. Surprisingly though, businesses have been slow to see the advantages that can be exploited using this new technology. Big corporates are getting into the fray with big-budget spending on customised mobile applications and, even as early adopters, are seeing huge merits afforded their businesses. However, SMEs have been slower to recognise the potential, are not educating themselves on the technology, and are easily put off by the perceived high price tag. This is unwise, and could cost a business its very existence. Customers are now largely mobile. The tipping point of customers using mobile devices to search for local businesses came in 2012, and over 50% of customers are now utilising their mobile devices in preference to a computer. If one considers smart-phones alone, 81% of customers use a mobile application instead of getting on a computer to use the web, an increase from 73% in 2011.
Some businesses have been proactive enough to consider a mobile website to accommodate an aspect of this trend, but still lack the foresight to fully take advantage of the capabilities of these devices, technology itself, competitor negligence, and consumer preferences and behaviour. Often, mobile websites are being referred to as an application, which is not true, but demonstrates the confusion and lack of understanding out in the marketplace. Besides being a business promotion godsend, mobile apps can also transform the way that a company operates. This is often overlooked, and as a business owner, you may be surprised at how mobile apps can actually improve your business efficiency, and profitability too. M o b i l e i n f r a s t ru c t u re a n d utilisation has come of age already, and is increasing at an exponential rate. To ignore this fact will be at the peril of businesses.
The Need for Mobility With more than half of consumers searching for local businesses on their mobile device, and this trend increasing at an exponential rate each year, it seems obvious that businesses should be well represented on these platforms.
However, according to figures released by the Australian Bureau of Statistics in August 2011, only 40% of Australian businesses have any web presence. Of those, 79% are not mobile-friendly. Combining these statistics reveals that almost 92% of businesses are not locatable, let alone able to trade, in a manner that most of their customers prefer to interact, or rather insist on interacting, with them. Why would you limit your business potential by discounting such a large proportion of your customer pool? It’s no wonder that bankruptcies are up by 48% according to the Australian Bureau of Standards. What makes the situation even worse is that an extremely high percentage of users report that they would not return to a business after having had a bad mobile experience with them. This illustrates that, not only is the immediate impact of not accounting for mobile technology debilitating, the long-term damage being done to businesses without a mobile-friendly web presence is significant, and may even prevent the success of any recovery down the line. It’s remarkable that there is such a massive chasm between how customers want to be dealt with, and the approaches still adopted by stubborn or uninformed businesses. But, this also exposes a colossal opportunity for those enterprises that “see the light” and are quick to implement new strategies around these technologies. Mark Zuckerberg, CEO of Facebook, was quoted as saying
“In the next three to five years, Facebook’s performance will be determined by how well we do mobile” 16
and the foresight of management to employ new ideas and approaches. Companies need brave, strategic decision makers and executives to embrace new methods of marketing and delivering services to customers in the new world of the cloud/internet.
Summary
It is important to see applications as a dynamic tool that can react quickly, and that should add value to both your customers and your business through relevant content, convenience, trading facilities, expert perception, loyalty, branding and the like.
Mobile devices are personal, and users are connected to the devices
For a more comprehensive insight into the subject of mobile applications, please request your FREE copy of our eBook.
70% 60%
50% 40% 30% 20% 10%
0%
Customers
Exponentially increasing customer base serviced on their terms by a small pool of businesses
Trading potential
Australian Businesses with Websites
80%
Busineses with mobile‐friendly y on‐line interaction
Vanishing customer base serviced by majority of businesses who will not survive without a change in strategy
90%
omer Preferences on Mobile Businesses Not Satisfying Custo Devices
100%
Customers Using Mobile devices forr Business/Internet
The main advantage of mobile marketing is that marketers are able to communicate with their audience directly. Subsequently, marketers are able to receive direct feedback from their customers.
Mobile applications are a diverse and essential tool for businesses to expand their marketing strategies, address their full potential market, and achieve close connectivity with and loyalty from their customers. They accommodate more customers spending more money more often.
100+
Customers Looking for Business on Mobile Devices
Mobile devices are constantly evolving to handle even more capabilities and data collection which leads to improvement through more targeted mobile marketing campaigns. This adaptability, coupled with the relatively low costs as well as the instantaneous nature of communication, provides a new frontier for engaging with customers and promoting a brand.
Mobile advertising will continue to be a significant area for marketers. However, its effectiveness will depend on the content delivery and the value offered to consumers,
Number of Mobile Devices
Mobile Marketing
throughout the day. When users allow a marketer to contact them through their mobile devices, users are essentially letting you into their life. This means that, as a business, you will be interacting with your customers on a personal and visceral level.
Populattion
which indicates the relative importance of being a major player, and being successful on this platform. The market share of nonmobile customers is diminishing rapidly, and will likely vanish within this time-frame. There will most certainly be insufficient critical mass to support any business reliant on these types of customers in the near future.
Businesses
http://mobileappchap.com/
17
Health A Humorous Journey - to the Silly Season We look forward to Christmas and often begin planning and activating tasks well before the event. Such as writing Christmas cards, compiling shopping lists for gifts. Deciding on the menu for that very Special Day, jotting down all the provisions that we need to buy. Decorating the house, possibly with religious memorabilia and lots of Christmas bling. It all takes time and effort but we gain pleasure year after year reminiscing Christmases past and completing this years tasks. Beginning the circuit of parties and other social activities that are a part of this amazing time is fun but also exhausting. The weather is usually hot and our anxiety levels begin to climb just as the temperature does with so many activities celebrating Christmas and other end of year activities. We become short on time, energy, patience and sometimes money during this season. Travelling to the shopping centres at this time of year is like going to a battlefield. Driving round and round just to find a parking spot, and then jostling for position as we walk from shop to shop in an attempt to locate the illusive gifts that are on our lists.
Back home again, away from the hustle and bustle of the shopping challenges. It`s now time to wrap the spoils from our treasure hunt.
Some gifts are large, some tiny, and then there are those that are the most extraordinary shapes that prove to be a nightmare to wrap. When we are almost finished wrapping the offerings we notice we have forgotten to include the cards as we wrapped the gifts. We look at all the parcels and can`t recall which gift is for who. Unwrapping the gifts to discover who they are for, and then rewrapping them one at a time and attaching a card with the recipient`s name. We find this time consuming and frustrating especially as there is no one else to blame.
Time marches on and now we have to re-enter the battlefield we know as the shopping centre. Gathering the necessary provisions that will allow us to produce delicious Christmas meals. Other gatherers attempt to control shopping trolleys in these centres, however these trolleys have minds of their own. They are out for human blood as they are automatically drawn to run into our ankles or over our feet. When our gathering is complete many of us feel we have run a gauntlet. We then hobble towards the check outs with our trolleys loaded high, as they attempt to draw blood from any one they
can. We discover the lines waiting for the check outs have been over run by many other unfortunate and injured souls just waiting for their turn in what feels like a cattle crush for shoppers. Tempers begin to build and blood pressures rise. The ankle that had been injured earlier during our gathering by the dreaded trolley is now throbbing and turning an angry shade of red. To help us at this time, maybe we can remind ourselves why we enjoy all aspects of Christmas ‌.. can we? Loading up the car with the many bags and/or boxes of food, straining under the weight of them, our ankle now swelling very quickly and looking decidedly unattractive with its red and now blue colouring. We think of all the food that we will have to unpack from the car when we return home. As we unload the bags and boxes we wonder if they are heavier now than when we loaded them into the car? There is always at least one bag that breaks and the heavy contents either drop on to our previously uninjured foot or they roll away under the car where they choose to rest. To help us at 18
injuries that we incurred during the preparation for this annual celebration of Christmas fade into nothingness as we have the pleasure of rejoicing in our faith by singing carols and reading the story of Christmas to the younger generation. To help us at this time, maybe we can remind ourselves that we enjoy all aspects of Christmas …..and we do! Merry Christmas to all, I wish you a happy and safe holiday season where you can relax with those close to you. Revitalise for the new year and enjoy the humour of each day as it comes. this time, maybe we can remind ourselves that we enjoy all aspects of Christmas ….. can we? Storing these cherished provisions in cupboards, the fridge and freezer is an art in itself. One that can only be mastered after many years of practice. Squeezing oversized goodies into undersized areas without damaging the stock takes skill, sheer determination and physical strength. Cooking on Christmas Day can be a blend of pleasure and pain. The pleasure is creatively cooking for people we care about and sharing the abundance of food God has provided for us. The pain can be when a number of people gather in the kitchen distracting us and wanting to engage in deep and meaningful conversations as they lean against the only cleared space on the bench top that we happen to need at that time. It then becomes a dance as everyone soft shuffles around the kitchen moving from the bench, to the fridge, the oven or the sink. It is as if they know where we need to move next and they beat us to it every time. No matter
how big the kitchen is, it is never big enough to share on Christmas Day. To help us at this time, maybe we can remind ourselves that we enjoy all aspects of Christmas ….. can we? The meal is prepared and a sense of relief may wash over us as we pray no one will contract food poisoning from the feast. The table is set in festive colours and the bonbons are in place, we take turns in telling the jokes that we have all heard before and yet each year we still find them funny. It is the order of the day that each person must wear their hat from their bonbon no matter how silly they feel or how uncomfortable that thin strip of elastic is as it grips the underside of our chin. With every one gathered at the table, sharing the essence of Christmas and the sacrifices that have been made for us, we enjoy the Christmas fare and each others company. The feeling of unity and love make it so very special and we are blessed to celebrate Christmas. All the time, the effort and
Unfortunately some people feel alone and disconnected, depressed or afraid during this time. If you experience any of these concerning emotions, please be aware you are not alone. Contact a local counsellor or clinical hypnotherapist who can assist you during the holiday period. In case of an emergency phone Life Line on 13 11 14 for 24 hour assistance. Pamela Hoy Hypnotherapy and Counselling service.
www.hypnotherapyandcounselling.com
Phone: 9634 6262 19
Investments Hot off the Press in Darwin On a recent bus trip to Darwin in November with 76 property investors from all over Australia, the Northern Territory really impressed us all with the investment opportunities. There is so much happening in the Top End with many properties available for under $500K and delivering exceptional returns. Members who previously bought property in the “Zen” complex for an outlay of under $400K are currently receiving returns of between $500.00 – $600.00 per/ week. These units are on the small size but some are 60 – 67 square metres. The complex has water views, a coffee shop, community room and a pool. Another great value property in Darwin is Mitaros Place, Parap, with only 3-bedders left going for $700K. There are a few other properties to be developed, but no building has commenced as yet. The first is the “Park Apartments” in Johnson (Palmerston) which will also be good value, but in my opinion, the pick of them will be a new complex in Night Cliff which is the area in Darwin everyone one wants to live in. This area is close to the water, has cycle tracks, lots of greenery and some light industry nearby. This Night Cliff complex is scheduled for listing late November 2013 with a completion date likely to be in 2016 and would be a good investment for those who already have a property or are in a position to purchase two properties and could select one already completed to bring in some income whilst Night Cliff is being built. It is suggested that the valuations on these properties will come in on
The view
purchase price due to the growth in Darwin.
The Zen properties have a guaranteed rent return of 8% which looks like being their best return due to the number of requests for accommodation. F o r m o re i n f o r m a t i o n o n Investment Properties, please contact Robyn Atkins 0418 447 815 20
Wealth Good things come in threes as they say and:
Don’t let a bad credit a more comprehensive picture of score ruin your chances an individual’s financial situation and instances of good credit of a Home Loan! Anyone wanting to apply for a home loan should already be aware that when it comes to borrowing hundreds of thousands of dollars banks do not look favourably on a poor credit record, and it’s about to get even trickier with big brother looking over your shoulder for even the most minor of misdemeanours. Licensed credit providers will soon be able to interrogate a lot more detailed information about your credit behaviour via reviewing your Repayment History Information, which is why you must ensure your credit record is spotless. It could be the difference between securing a home loan and being turned down. The changes which are being introduced by VEDA will also introduce positive credit reporting in Australia. Currently VEDA limits data collection to negative reporting, listing only credit applications and defaults on an individual’s file. From March next year, the data collected will profile
conduct will be included. VEDA will showcase this information in a credit score capped at 1200 points. While credit reporting agencies began collecting Repayment History Information (RHI) in 2012, lending institutions won’t have access to the new information until March next year. So follow the tips below in the next few months to improve your credit profile. How to improve your credit score and limit the impact of the new rules: * Ensure you pay all your accounts on time, or before time when you can * Do not treat unsecured credit e.g. credit cards, personal loans and store cards any less diligently as all credit may be tracked and reported on your record * Obtain your personal credit report from VEDA at least once a year so you’re aware of what’s held on your file.
1. The HIA reported that building approvals hit the highest level in over 3 years! Housing Industry Association senior economist Shane Garrett says, the figures show the Reserve Bank of Australia’s cuts to the official cash rate are working. “We have not seen a figure higher than this since March 2010,” Mr Garrett said. “The main message from today’s figures is that the RBA’s interest rate cuts over the past two years are helping to support activity on the ground. 2. Secondly, new home sales lifted by 6.4 per cent in September, the fastest monthly growth since April last year. The increase was underpinned by a 4.5 per cent rise in detached house sales and a 19.9 per cent jump in multi-unit sales. “Total new home sales reached their highest level in over two years in September 2013,” said HIA chief economist Harley Dale said. 3. And lastly, on the back of their record-breaking profit, ANZ have said “Despite an unprecedented shortage of physical housing stock . . . and an expected 15 to 20 per cent lift in home prices over the next 2½ years, we are likely to experience the most modest cyclical upturn in housing construction in the past 30 years,” ANZ analysts led by David Cannington said. If you are interested in any of these call Robyn for more details Robyn Atkins 0418 447 815 21
Independent Business Network Inc Business Directory ACCOUNTING & BOOKKEEPING
GRAPHIC/WEB DESIGN
Aztec Accounting Services P 9980 9760 M 0412 672 810 E info@aztecaccounting.com.au
Meam Design P 9636 1254 M 0414 604 979
www.aztecaccounting.com.au
ARTIST/HOME DECOR 2 Bee Creative P 9629 2136 M 0409 962 921 E lesley@2beecreative.com.au www.2beecreative.com.au BUSINESS Julie Warner - Your Business Helper P: 02 8850 4908 M: 0414 210 979 www.facebook.com/YourBusinessHelper
COMMUNITY SERVICES My Local Guide M 0401 718 374 E claire@mylocalguide.net.au
www.mylocalguide.net.au
EDUCATION TUTORING Advanced Education Solutions 48 Meryll Av, Castle Hill P 9686 4289 M 0413 100 655 E sharleen@aestutors.com.au www.aestutors.com.au
Dyslexia Matters 24 lightwood Way, Beaumont Hills. NSW 2155 P 8064 7248 www.dyslexia-matters.com.au
www.meamdesign.com.au
HEALTH Heal with Hypnotherapy Divine touch Massage Therapy M 0410 584 591 E vickibon@bigpond.net.au www.healwithhypnotherapy.com.au
www.divinetouchmassagetherapy.com.au
Fruvenu Healthy Food Workshops Gluten/Lactose/Egg Free M 0428 582 258 www.fruvenu.com.au
Pamela Hoy Clinical Hypnotherapy and Counselling P 9634 6262 M 0409 772 015 E pamhoy@bigpond.com
www.hypnotherapyandcounselling.com
www.memberlink.tic.com.au
Cassie and Cassie Building Design P 9651-5198 M 0423-344-283 E Kalene@cassieandcassie.com www.cassieandcassie.com
Inspired Spaces P 9894 7548 M 0401 068 670 E robyn@inspiredspaces.com.au www.inspiredspaces.com.au
Colourbright Pty Ltd M 0407 080 155 E rockey@colourbright.com.au RECRUITMENT Debra Manson Recruitment P 8883 2163 M 0433 227 601 E debra@debramanson.com.au www.debramanson.com.au
Rosanna Haynes Massage P 9889 7699 M 0425 217 049
Skills Savvy M 0424 787 785
LIFESTYLE
TAXATION
Margaret King - Enjo P 9862 9966 M 0418 166 016 E margaretking3@optusnet.com.au
www.facebook.com/MargaretKingEnjOpreneur?ref=hl
Sydney Taxation Services P 9873 4139 M 0411 695 151 E janice@sydneytaxationservices.com.au
Gary England M 0450 200 500 E gary@HotBeverageHealth.com
TRAVEL SERVICES
www.rosannahaynes.com.au
FINANCIAL SERVICES The Investors Club P 9626 2655 M 0418 447 815 E robyn@atkinskr.net.au
HOME REPAIR & IMPROVEMENT COMMERCIAL DESIGN
MARRIAGE CELEBRANT Pamela Hoy Marriage Celebrant P 9634 6262 M 0409 772 015 E pamhoy@bigpond.com www.pamelahoymarriagecelebrant.com
E info@skillssavvy.com.au skillssavvy.com.au
www.sydneytaxationservices.com.au
Julie Warner Travel Plans P 8850 4908 M 0414 210 979 E julie@juliewarnertravelplans.com www.juliewarnertravelplans.com