Hamilton County Business Magazine April/May 2021

APRIL • MAY 2021

No Sweat!

Fishers Duo “Revolutionizes” Pajamas

PLUS…

• Does it Pay to be Green?

• Hamilton County's First Draft of History

Letter from the Editor April • May 2021

We remain digital for this edition. For those of you who missed the last two editions, we shifted gears as of Dec/Jan and are publishing digitally only while advertising remains soft.

I know COVID affected many industries, some harder than print. Like many of you, we are doing our best to ride out the worst of it, planning to emerge stronger in the end.

Mike Corbett Editor and Publisher

The affect was somewhat delayed for us. Most advertisers budget on an annual schedule and had committed to 2020 before the pandemic hit, so our business was relatively strong for most of 2020. However, when it came time to budget for 2021, some advertisers whose businesses may have been effected by the pandemic were taking a hard look at expenses and cut back on their marketing budgets. Those changes went into effect in 2021 and impacted our business this year.

I continue to believe that as the economy rebounds our advertising business will rebound along with it, and I do plan to resume print publication later this year. That’s the plan, and as many of you are doing, we are keeping a close eye on the economy and continuing to shift gears as necessary.

Meantime, I want to thank our regular advertisers who are hanging in there with us during these lean times. They make this magazine possible. It would not exist without them. I also value our partnerships with the four Hamilton County chambers, which have agreed to help us distribute digitally while we wait out the economic fallout from the pandemic.

Lean times force us to ask existential questions. I know many of you have had to face these questions as well. When business slows to a trickle, is it worth keeping the doors open or not? I remain convinced that it says something about a business community when it cares enough to support its own local media. Our magazine is a reflection of the Hamilton County business community and as long as our customers are willing to stick with us, I feel obligated to do our part. The magazine is smaller than it has been in the past, but we are still alive and kicking, and telling stories about our neighbors who are finding ways to thrive in an environment that has challenged many of us.

This edition’s cover story is our specialty: local people who took the initiative to turn a good idea into a new business. Laura Musall and Mindy Ford have the added advantage of being recognized by a national TV program as conceiving a great idea for a business. Their’s is an inspiring story and comes at a time when we really need one.

Congrats to them and to all who are hanging in there. Looking forward to better times as the year progresses.

Incidentally, we are publishing our annual printed Community Guide, which is our effort to introduce visitors and newcomers to all the county has to offer. We distribute to all the county’s hotels and most apartment complexes, REALTORS, etc. in early Summer. It is a great way to bring in new customers and I’m happy to send more information if you send me an email.

See you around the county,

Editor and Publisher mcorbett@hamiltoncountybusiness.com 317-774-7747

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April • May 2021 • Hamilton County Business Magazine

April / May 2021

www.hamiltoncountybusiness.com Published six times per year by the Hamilton County Media Group PO Box 502, Noblesville, IN 46061 317-774-7747

CoolRevolution pajamas

Features

8

EDITOR/PUBLISHER

Mike Corbett mcorbett@hamiltoncountybusiness.com CREATIVE DIRECTOR

Bridget Gurtowsky bridget@gurtowskygraphics.com

CoolRevolution

12 Chamber Pages

CORRESPONDENTS Chris Bavender crbavender@gmail.com

Columns 2

Editors Letter

6

Management Judith Wright

16

History David Heighway

Ann Craig-Cinnamon jandacinnamon@aol.com John Cinnamon jlcinnamon@aol.com Samantha Hyde samantharhyde@gmail.com Patricia Pickett pickettwrites@gmail.com CONTRIBUTORS

David Heighway heighwayd@earthlink.net Judith Wright jw3@iupui.edu Please send news items and photos to news@hamiltoncountybusiness.com Submission does not guarantee publication

Subscription $20/year To subscribe or advertise, contact Mike Corbett at

mcorbett@hamiltoncountybusiness.com

NOTE: This is a hyperlinked digital magazine.

Please click on bolded names, company names or linked boxes.

4

Copyright 2021 Hamilton County Media Group.

All rights reserved.

April • May 2021 • Hamilton County Business Magazine

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April • May 2021 • Hamilton County Business Magazine

5

Management

Judith Wright

Does it Pay to be Green?

Consumers are pulling companies toward environmental responsibility costly. Those are questionable ways to deploy shareholder assets. Should management pursue green initiatives as a purely ethical practice?

Over the past 40 years, the word ‘green’ has taken on a significant new meaning. The word once associated with colors of nature, spring time, growth, fertility and annual renewal has become the word to describe the steady drum-beat social movement to adopt responsible consumption practices. The general goal of green practices is to reduce the impact of humans on the world environment.

Social Responsibility The reality is that consumers are demanding responsible actions from businesses. Many consumers consider the environmental impact of their product choices, including everything from grocery items to clothing and toys, to furniture. Recent research

Ethical Practice?

Green practices are now commonly recognized and understood. For more than a decade, companies like Intel, Estee Lauder and IKEA have led the way in recycling up to 85% of their waste. Public companies regularly highlight social responsibility programs in annual reports to shareholders. Many businesses set aside one or two days a year for employees to engage in public clean-up and beautification projects while sporting matching t-shirts. It’s all toward being sociallyaware, responsible citizens.

“47% of the surveyed

such complaints. Other results of the study ought to lead businesses to take notice: 47% of the surveyed consumers say they’ll stop buying from a company that has disappointing social practices, and 17% say they won’t come back.

The Green Premium This is not a passing trend. Nearly a decade ago, McKinsey & Company found that consumers were willing to pay a modest premium for green products. The 2012 study reported that consumer tolerance seemed to top out at paying somewhere between 5 and 10% more over competing products of similar quality.

Of note, 40% of those surveyed were willing to pay 15% more for items such as electronics, furniture and automotive goods.

consumers say they’ll stop buying from a company that has disappointing

social practices, and 17%

The Accenture study shows an even more compelling trend in younger consumers.

Gen Z and Millennial survey participants (young adults through age 40) were noticeably more likely than Baby Boomers to take note of businesses with sociallyconscious practices.

say they won’t come back.”

Hold on a second—traditional economic theory dictates that businesses should play within the allowable rules while focusing on bottom line profits for shareholders. Economist Milton Friedman espoused that a corporation is only socially responsible to its shareholders. His stockholder theory teaches that a corporation’s only role is to maximize shareholder value.

Green practices can be quite expensive.

Most cities require trash to be cleaned and sorted as part of a recycling program, and these are activities that require substantial man-hours. Some municipalities charge businesses for recycling. Upgrades to lower-energy infrastructure and facilities are very 6

shows that consumers are paying attention to companies’ sustainability practices. The internet provides consumers with access to sufficient information to assess whether corporations world-wide are walking the talk.

A large majority of consumers say they are attracted to buy from companies that benefit the environment. A 2018 study of 30,000 consumers over 35 countries found that 60% prefer to align their spending with environmentally-conscious companies. Reduced use of plastics was a particular concern to the surveyed consumers.

Research has also found corporate leaders are willing to pay more for green products and services as long as the cost can be passed on to their customers. That’s right, management is willing to invest in green practices as long as it makes financial sense.

And that’s the point where responsibility to shareholders and social responsibility intersect. Even Mr. Friedman would approve. HCBM

The study by Accenture Strategy also found more than half of consumers are subject to complaining about a company that fails to meet their expectations for social responsibility. Social media certainly provides ample platforms for

Judith Wright is a clinical assistant professor of business law at Indiana University Kelley School of Business at IUPUI

April • May 2021 • Hamilton County Business Magazine

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Cover Story

CoolRevolution finds a niche in the pajama business

By Ann Cinnamon

hey say necessity is the mother of invention and Laura Musall of Fishers found she had the need to sleep better. It was March 2018, and Musall, who was going through perimenopause, was waking up at night with terrible night sweats.

She began searching for pajamas designed for women in her situation and found nothing appealing. “All I found were granny jammies, or pjs made of heat-trapping polyester or pajamas designed for young, skinny women,” she says, adding that she also sought advice from friends who agreed there should be products for women in their stage of life but there were none.

Doing the Research A friend connected them to a researcher at the IU School of Nursing, Janet Carpenter, who has studied menopause for years. She encouraged the pair to pursue the business. They then set about researching fabrics, consulting medical professionals and textile experts.

Their own experience was that the fabrics most pajamas are made of, polyester and cotton, exacerbate the problem.

So they turned to bamboo, which is not only natural and sustainable, but when

So, she and friend Mindy Ford of Lebanon decided they would have to create their own. And that was the start of CoolRevolution, a company Musall and Ford started in 2019 with a goal of helping hot women stay cool.

used in fabric it’s soft and naturally cooling. Bamboo absorbs and wicks away moisture, dries quickly and is antibacterial, according to Musall.

Finding the right fabric was just the beginning. The women both have full time jobs in communications and sales and no knowledge of starting an online fashion business, which Musall calls both a curse and blessing. “Instead of getting bogged down with how it should be done, we used a lot of intuition to build the business. For example, when the person we hired to do our first

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April • May 2021 • Hamilton County Business Magazine

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designs didn't work out, we sat down at my dining room table and designed our first collection, which included PJ pants, t-shirt, shorts and tank top,” she says. They decided if they could come up with a design that worked for both of them, each of whom had different body types, they would have a winner.

Bringing a New Product to Market Musall and Ford tested lots of products, scrutinizing every aspect and conducting informal focus groups in their target age group. “Women want pockets, we heard that loudly and clearly, which is why you’ll find pockets in our pants, capris, shorts and nightshirts,” says Musall.

The next challenge was making the products. “We learned very quickly you can't just call up a fabric mill and order fabric, or Google manufacturers. This was shocking to us, and we underestimated how hard it would be to find fabric and someone to sew. Luckily, we aren't afraid to ask questions, and we asked lots of questions of lots of people,” says Musall.

Their questions led them to a small family owned manufacturer in Chicago, where their Cool Revolution pajamas are made. And they found Catherine Fritsch of Meticulous Designs in Arcadia, who took the pair’s original sketches and made them into patterns.

They launched in 2019 with four pieces and one color. In 2020, night 10

shirts and capris were introduced along with many more colors. Headbands and facemasks were added and they are working on new ideas for later this year.

Bloomberg Show Comes Calling Another connection of theirs led them to apply for a spot on a new pitch competition show on Bloomberg TV. Not only were they selected to participate on the first episode of “2 Minute Drill,” they won first place and $50,000 in cash and prizes.

Musall competed virtually from her home office against five other entrepreneurs who were each given two minutes to give a pitch about their business.

“I'm a competitive person, so it was also great fun to be part of a competition.

Plus, it’s hard to get me to stop talking about CoolRevolution. The biggest challenge was condensing our story to 120 seconds,” she says.

Musall calls being on the 2 Minute Drill an amazing experience. “It really made us focus on our message about our business. Plus, so often we are talking to women about our pajamas, this was a great opportunity to talk to men (the judges) about how night sweats impact a woman's life,” she says, adding that they practiced the pitch in front of a male entrepreneur at Launch Fishers, who helped them understand what men don't know.

She says she thinks she won because she knew her product and her audience. “The judges liked that I hit key points about what makes CoolRevolution unique (naturally cooling bamboo fabric in a design for real women who are over the age of 40—not size 2 models), the market for the business (more than 20 million women in the US turned 51 in 2020; 51 is the average age of menopause), and being passionate about the business.”

Lots of Help Along the Way The experience of starting CoolRevolution has been a good one, according to Musall, with lots of help from lots of people. “One of my favorite things about this journey has been that nearly every person we talked to would give us advice and time, and then say: "You know who else you should talk to." People generally wanted to help, and at a time when there is so much negativity, I keep thinking of all the people who wanted to help us along the way. We are so grateful to everyone who was so generous with their time, their contacts and their expertise. We’ve met such wonderful people, and then I could go on and on about our customers. They are awesome!”

Cool Revolution PJs are available online at www.coolrevolutionpjs.com or at Amazon. HCBM

April • May 2021 • Hamilton County Business Magazine

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April • May 2021 • Hamilton County Business Magazine

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Upcoming Events OneZone Chamber Meet Up April 22, 2021 Books & Brews Noblesville 4:30pm – 6:30pm

OneZone Young Professionals Meet Up May 6, 2021 Topgolf 5:30pm – 7:30pm

Taste of the Chamber April 28, 2021 Ritz Charles 4:30pm – 7:30pm

OneZone Luncheon Series Tiffany Sauder, Element Three May 12, 2021 FORUM Events Center 11:00am – 1:00pm

Welcome All of Our New Members!

Click on the New Member Company Names Below and Visit their OneZone Member Directory Contact Information.

1933 Lounge by St. Elmo A Fresh Start Family & Community Services LLC Ace Handyman Services Hamilton County Acton Academy - Fishers ADP - Peyton Marshall Advanced Services Group Advanced XP Advisors Mortgage Group All Things Carmel Apex Benefits Group Armor Air Bach to Rock Carmel Bach to Rock Fishers Ballotpedia Barla Golf Academy Beck’s Chimney Sweep Berkshire Hathaway Home Services Bin Scrub Brosmer PhotoGraphic Buff City Soap Makery Business Furniture & Choreo Chicken Salad Chick – Fishers Chicken Salad Chick – 86th Street Citizens Energy Group Class 101 College Planning Deep End Talent Strategies Don’t Drive Naked Don’t Drive Naked Westfield Dulead LLC

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April • May 2021 • Hamilton County Business Magazine

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SERVING NORTHERN HAMILTON COUNTY ARCADIA • AROMA • ATLANTA • BAKERS CORNER • BOXLEY • CICERO • DEMING • MILLERSBURG • OMEGA • SHERIDAN • STRAWTOWN • WALNUT GROVE

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New

Coming Up!

The Sheridan Public Library is now a part of EVERGREEN Indiana Library Consortium. This resource sharing initiative provides cost savings for the library and access to almost 8 million items for over 1 million Indiana residents.

Lights Over Morse Lake Festival and Fireworks is set for July 1 – 4 in Cicero. More information, contests, and sponsorship opportunities can be found at: www.lightsovermorselake.org

Congratulations!

The inaugural Ultimate Fan 5K (TUF) is set for Saturday, May 1 in Arcadia. The event incorporates five events into the 5K (running, football, basketball, softball, and soccer). Proceeds benefit Teach One Lead One (T1L1) mentoring program. To register click now or go to: https://bycell.co/cyhld

Nicole Ridens has been named as the new assistant principal for Hamilton Heights Middle School after serving as interim assistant principal since September.

The Cicero Kiwanis Club was recently awarded a $2,000 grant from the Indiana Kiwanis Foundation. This money will be allocated toward the new Arcadia Splashpad.

Michael Jenkins, president and CEO with HOPE Family Care Center in Cicero, former HHSC educator, and active community volunteer, was selected as Hamilton County’s Volunteer of the Year by the Indiana Retired Teachers Association (IRTA) from their district (four counties).

Atlanta New Earth Festival Set for September The Atlanta New Earth Festival is set for Saturday, September 25 and Sunday, September 26, 2021. There will be over 600 specialty vendors, food, beverages, live music, and great bargains at the town-wide yard sales. For more information and to follow on Facebook visit: http://fb.me/e/4ciOJPY9Q

— WELCOME NEW BOARD OF DIRECTORS —

Recently 10 West, DeLullo’s Trattoria, and Pizza by the Harbour were recognized as being among the all-time Top 10 restaurants with pizza in Hamilton County according to Yelp. Yelp identified businesses in the restaurant category that mentioned pizza in reviews and are not part of a national chain, then ranked those spots using a number of factors including the total volume and ratings of reviews.

APRIL 8

— CALENDAR —

Mike Harding, Selective Intelligence Cyber Security Briefing Red Bridge Community Center, Cicero 11:30 a.m.

Jenna Jessup, an accountant for United Animal Health, joined the NHCCC Board of Directors in March.

MAY 13

State of the Town’s Address Arcadia Town Hall, Arcadia, IN 11:30 a.m.

Elena Stidham, a journalist and marketing executive with The Times, is also one of the newest members of the NHCCC Board of Directors.

Click Now to View all NHCCC Events

— ADVOCATE MEMBERS —

70 Byron Street, Cicero, IN 46034 • (317) 984-4079 • www.northernhamiltoncountychamber.com

April 9 8:00-9:00am All-County Legislative Breakfast Series Virtual Event April 13 5:00-7:00pm Young Professionals' Happy Hour Crafters Pizza and Drafthouse April 15 11:00-1:00pm Luncheon The Club at Chatham Hills April 20 Noon-1:00pm Education - Ed Chaffin Virtual Event

Click Here and Register to Attend

April 20 4 -6:00pm Happy Hour Woodwind Golf Club Pavilion

MAY 2021 EVENTS

May 6 8:00-9:00am Coffee with the Chamber The Club at Chatham Hills

WESTFIELD

APRIL 2021 EVENTS

April 1 8:00-9:00am Coffee with the Chamber Crossroads Church at Westfield

www.westfield-chamber.org

2021 UPCOMING EVENTS & HAPPENINGS

May 12 4:00-7:00pm Party on the Patio Jan’s Village Pizza May 14 8:00-9:00am All-County Legislative Breakfast Series Virtual Event May 20 11:00-1:00pm Luncheon Indianapolis Executive Airport For details and online registration, please click and visit: www.westfield-chamber.org or call 317.804.3030

NEW MEMBERS Blossom Social Media www.weblossm.com

Morris Property Group www.talktotucker.com/colleen.abels

Charlestown on the Monon Luxury Apartments www.ctownmonon.com

Perfit, LLC https://perfit.io

Dance Innovations Performing Arts Studio www.danceinnovationspac.com Ewing Irrigation and Landscape Supply https://store.ewingirrigation.com Hudoba Real Estate HudobaRealEstate.com Faegre Baker & Daniels LLP www.bakerdanielscom Joyfully Career Strategy & Confidence Coaching adenikemakinde.com

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Serendipity Labs lkops@serendipitylabs.com Talift www.talift.coach The Chris Center ntoombs78@gmail.com TruWerks LLC truwerks.net Westfield Wine Vault westfieldwinevault.com Whitney Moore Photography whitneymoorephotography.com

Westfield Chamber of Commerce 116 E. Main St. Westfield, IN 46074 317.804.3030

To visit the company’s website, please click on the bolded company name. All images on this page have hyperlinks.

April • May 2021 • Hamilton County Business Magazine

15

Hamilton County History

here was an essay published in 1914 by a man named George Fitch that said a news reporter writes “the first draft of history.” The phrase has been repeated often since then. I understand this since I rely heavily on old newspapers for my research. However, there is an important fact to keep in mind while using this kind of information. As writers know, sometimes you have to throw out your first draft because it’s bad. A media report could be invalid because it’s biased or ignorant or has an agenda.

It’s important for me as a consumer to not take the report at face value and to do some analysis.

For example, look at the first description of Hamilton County in the media. This is from the July 2, 1823, edition of the Indiana Intelligencer which was published in Charlestown, Clark County, Indiana. This is it reprinted in full with all punctuation as it was in the original, (and it’s all one paragraph, so be prepared for a wall of text).

West Fork of White River Above Indianapolis This river might, with very little expense, be rendered navigable for 100 miles above this place, the greatest obstructions being the large rocks that lie scattered over the ripples, which are not seen when the water is high. It runs with a much more gentle current than is usual to find streams of the same size,

except over the ripples, which are frequently several miles apart. The country through which the stream passes for the above distance, taking soil, timber, and all of the conveniences together, is not surpassed by any of the same extant in the western country. The land is all susceptible of cultivation, and is selling

David Heighway

fence, the property of Mr. ------- is covered with a luxuriant crop of wheat, rye, and corn. Adjoining to this is a piece of rising ground, on which the gentleman is building an elegant house of brick, and making other extensive and useful improvements suitable for a large farm from which he has a commanding view of all the land under fence, and can see very distinctly with the naked eye to the most distant part of his domains. A short distance above this is another of rather larger size, where there are extensive mill works erecting, which will be in operation later this fall. Not far above the latter place it is probable the seat of justice for Hamilton County will be located, as the county will be in complete organization during the present year. – Censor.

Now to pick this apart.

This may be a form of what today is called “advertorial content,” which means that it looks like an article, but is actually meant to promote or rapidly. Scattered along each side of the sell something.

The first sentence is a river, there area great many small prailie.

Navigation for large boats on the ries, containing from 50 to 500 acres, west fork of the White River ends far the soil of which is remarkably rich. downstream from Indianapolis.

FlatSeveral of these are already in a high boats might be used at certain times state of cultivation; one particularly, of the year. containing about 200 acres all under

April • May 2021 • Hamilton County Business Magazine

16

BUSINESS RESOURCE

DIR EC TORY

The description of the soil and prairies is true, however the writer neglects to say that many of the prairies were former Delaware Indian villages and farms, and had already been cleared.

The Delaware Indians had left the area only a few years before this.

The glowing description of the farm of “Mr. ------", (who is, of course, William Conner), makes me wonder if Conner himself had hired someone to write this.

At this time, he and Josiah Polk were very busy buying up land and reselling it to incoming settlers.

The phrase “A short distance above this is another…” is poorly worded, but refers to the next big prairie to the north, which is Horseshoe Prairie, just south of Noblesville. The “extensive mill works” were built by William Conner’s brother John, and consisted of a single

wooden mill with a couple of river rocks rigged for grinding. Incidentally, the mill was on property that John Conner had bought out from underneath the original settlers, who he then evicted.

Noblesville did not become the county seat until 1824, and the statement that the county government was still being organized in July of 1823 was not a good sign. The state legislature had approved the incorporation of the county in back in January.

So, it’s a fun article, but it should be taken with a grain of salt. A little skepticism is always handy when following the news. Particularly nearly 200 years after it’s published. HCBM

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April • May 2021 • Hamilton County Business Magazine

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NEXT EDITION: JUNE/JULY

MAILS WEEK OF MAY 31

ADVERTISING DEADLINE: APRIL 30 17

A D V E R T I S E M E N T

Chad Brittian is the CEO of NVS Design, a fullservice advertising agency based in Indianapolis, with offices in Beverly Hills and Chicago. Chad is also a digital influencer (100K+ following) and activist in the LGBTQ community.

NVS just marked 11 years in business and specializes in web and graphic design, digital marketing, traditional advertising and business services. The company just received the Angie’s List Super Service Award for 2020 for the sixth year in a row and the 2020 Best of Indianapolis Award in the Graphic Designer category by the Indianapolis Award Program. In addition they were named one of the Top 23 Agencies in Indianapolis.

They previously won the 2019 Media Innovator Award for the development and design of a custom SEO dashboard. Chad and his team have worked with an extensive client list that includes brands such as Adidas, Grey Goose, Red Bull, Hugo Boss, Prada, Mercedes Benz, Purdue University, GMCLA, Maxim, The Discovery Channel and more.

In addition, NVS Design runs the annual marketing campaigns for events including the Route 66 Museum's Great American Race each June in Riverside California; the Sips from WithIN: International Wine Competition at Purdue University; and GMCLA’s Halloweenie held in October in Los Angeles; and more. Chad also serves as a media spokesperson for these events.

As an influencer, Chad was selected to moderate the Breaking Barriers in Business Series: “LGBTQ+ in the Workplace” presented by W Hotels and is hopeful to return for their PRIDE series in 2021. He is currently working with the hotel chain on a campaign to promote their new penthouses. In addition, he just finished an influencer campaign with #OnlyCans, along with his Frenchie puppy Winston for Muddy Paws Rescue, a NYC-based national animal rescue organization.

When he‘s not working, Chad is busy planning the landscape redesign of his Hamilton County Westfield Brookside Edition tudor home. He can also be found taking his two vintage cars, a 1968 Chevelle Super Sport Clone and a 1957 Chevy Bel Air, which he rebuilt himself to local car shows.

In fact, as a long-time car enthusiast, Chad was excited to recently announce that NVS has teamed up with some incredible companies in this space: Silo Auto Club and Conservatory, located in downtown Indianapolis. NVS is working across rebranding their marketing materials; and World of Wheels & Motorarma working across their marketing and promotion. Chad will also be showcasing his two vintage vehicles at their World of Wheels Car Show in April.

Chad holds a Bachelor’s Degree of Science in Journalism with a focus on Advertising and a minor in Digital Publishing, Graphic Design & Sociology from Ball State University. He can be reached at 877-578-2045 IG Agency Website 2nvs.com You can also follow him on Instagram @chadbrittian