Smbizforward mag february 2014 digital by Nancy Becher

Small Biz Forward Exploring the Entrepreneurial World of Today Vol. 201 N0. 2

February 2014

THE PLACE WHERE BUSINESSES COME TO CONNECT, COLLABORATE AND SUCCEED Small Biz Forward

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January 2014

CONTENTS

2014 is the year of the Entrepreneur. It is increasingly being celebrated and encouraged. Check out the articles below to grow your business and share in the SUCCESS.

Contents Content Marketing for Profit ............... 6 Get the Cash Rolling .......................... 10 Calendar of Events ............................. 12 Keeping Your Business Safe in an Unsafe World ...................... 16 Money Business ......................................................................................... 18 Being Connective—Top 10 Small Biz Funding Sources ....................... 20 Shop and Greet Offer Unique Experience ............................................... 22 Community Collaboration....................................................................... 25 Canadian Women in Business ................................................................. 26 Security and the Entrepreneur ................................................................. 30 Healthy 2014—The Plight of Small Business ........................................ 32 Geek Speak ................................................................................................. 34 Phone Systems Can Save Money ............................................................ 37 Money Doesn’t Grow On Trees, Does It ................................................ 38 Who’s Next ................................................................................................. 40

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Editorial Nancy Becher Contributing Writers Ed Becher Nancy Becher Cindy Cohen Adam Fleming Barbara Nicastro Kelly Rock Jerry Sarno Sherry Lynn Simoes Gail Turluck

Celebrating the success of entrepreneurs everywhere. Advertising and feature inquiries send to: publish@celebratebusinesspublishing.com Subscriptions can be directed to: info@celebratebusinesspublishing.com or http://smallbizforward.com 701 N. Prairie Street Sturgis, MI 49091 269-651-3555 http://smallbizforward.com info@celebratebusinesspublishing.com © 2013 @smallbizjunkie

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Vol. 21, No. 2 Small Biz Forward is published monthly by Celebrate Business Publishing, a division of Business Success Unlimited.

ISSN 2332‐5925

No part of this magazine may be reproduced or transmitted in any form or by any means without written permission from the publisher. Unsolicited manuscripts and photographs will be returned only if accompanied by a stamped, self-addressed envelope. All letters sent to Small Biz Forward will be treated as unconditionally assigned for publication, copyright

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Office to Office — Editor’s Notes

But what you have to understand is that this does not come instantly, nor will I make great financial strides immediately. It all takes time. Perhaps six months from now, I’ll start to see my revenues jump significantly (we can always hope!) But for now, those costs are on the expense side — not the income side. I just have to be patient and figure out what can be spent now reasonably for a return down the road sometime.

he year has started out with a bang — I’ve been traveling non-stop over the past couple of weeks going to conferences in Canada, Indiana, Michigan and more. This is an important time for the growth of my business, but the cost in travel related expenses (not to mention time away from the office), has really been high. Was it worth it? Absolutely!

That’s not to say don’t do anything that costs without an immediate return on investment; instead, consider all your options and figure out what makes the most “cents” (yes, pun intended).

This month’s edition is filled with ideas and tips on how to create income for your business — whether through additional sales, or ways to save money, all the articles are geared around the financial health of your business. I am working on creating my marketing budget for the upcoming year. It includes travel, advertising, printing, new programs, and more. I have to look at the expenses, weigh their usefulness and decide whether to include them or not. I hope you read over these articles, get as excited as me, and start to create your budget and ways to increase your business financial health, too!

Such expenses need to go into the business growth column of your 2014 financial plan. By being at this conference in Canada, people heard about the magazine that hadn’t before. I’ve gotten new subscribers and advertisers, and I’ve become known as an expert in my field. Chalk up additional income for me down the road.

Nancy Becher

The same is true for the conferences in Indiana and Michigan. People who didn’t know me, now do. People who had never heard of Small Biz Forward have now seen it, liked it and will be buying it in the future. The expense now means income in the future.

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Nancy Becher Small Biz Forward Publisher & Editor

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Content Marketing for Profit and to find you because you are providing relevant, educational, helpful, engaging, and entertaining information. So how do you do this? First, you need to know your audience. You need to select topics, and tailor messages to those that you want to be on the receiving end. Are these your customers? Your prospects? Colleagues? Pull information together that your client base will want to know about. You need to also figure out how often you’re going to post something. You need to listen to what your customers are saying, and post items regarding that information. Once you know who your customers and potential customers are, you then target the information they want.

As businesses you can make the best widget in the world, but if no one knows – – or more importantly – – no one who wants your product or services knows – – you exist, you won’t be in business long. So what do you do? You market, you advertise, you sell. Right? There are several ways to accomplish this. •

Networking;

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Advertising (magazines, radio, TV, newspapers, etc.);

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Direct-mail;

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Social Media

People don’t remember facts, figures, or numbers. But they do recall and share stories. So tell stories: perhaps tell the story about a customer you’ve recently helped. Give them a little bit of history about the business: why you started it. Keep in mind that you should be sharing your knowledge, your expertise, and how to do things. Then, you should also engage them by asking questions, creating polls, and discussions. It is through these techniques that you create loyalty. Marketing standards say that only one out of every five bits of information you put out on social media should be direct sales. The other four can be things like a picture, a quote by someone well-known, a statement about what you’re doing in your business, a poll, or other information that gets people involved.

All these are important and should be added into the mix of marketing, but – – what we’re talking about here however is social media. Social media is one of the best ways to engage clients and potential clients, generating leads and acquiring referrals. This is done through conversations: people no longer want hard-hitting sales in their faces, but rather they want to know the person or company they are dealing with. The saying “people buy from those they know, like, and trust” is true. The best way to accomplish this is through the creation of relationships on platforms such as Facebook, LinkedIn, Pinterest, Twitter, as well as many others.

This holds true for the various media that you might use.

Called content marketing, it’s the ability for a business to be where your consumers need you to be

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Although there are many different social media platforms out there, we’re going to be talking about three of the most well-known ones: Facebook, LinkedIn, and Pinterest. Each program has its own personality.

money, you can run a targeted ad or you can boost a post. What all of this does is allow your customers and potential customers to get to know you better. When was the last time you actually used a phone book to find a business you want to interact with? Most people don’t anymore--they go online and they look on Facebook. If you are there and they can see the types of things you do and what you’re passionate about in your business as well as the fact that others like and appreciate your business too, then they are more apt to want to do business with you as well.

Facebook— Facebook is all about conversations. Started as a way to connect, reconnect and stay in touch with family and friends, now businesses use it for the same reason--connecting with their customers. 43% of B2B companies and 77% of B2C companies, according to Hubspot, have acquired a customer through Facebook.

LinkedIn — While the personality of Facebook is friendly conversations, the reason people use LinkedIn is to create a relationship and dialogue with those you want to influence, i.e., to hire you, to work with you, to invest in you, to mentor you, or to partner with you. When working with LinkedIn you want to show people what you know and help them decide they want to do business with you. This allows you to build your brand recognition as an expert.

Originally called fan pages, they are now known better as business pages. A business page can only be created by someone who has a personal page. But it is done in the name of your business. I highly suggest that you go in and look around Facebook a bit at some of the business pages that are out there. You can do this through the search feature: then use industry keywords to find pages in your niche. Take notes on how often and at what times their posts come out. What are they posting? What’s getting the most interaction? These are the things that you need to use on your page. Remember we’ve already talked about engaging your fans, not preaching to them. Tell about special deals, give them inspiring quotes, send them to your website to look for things there. Try to always have a call to action, post every day: studies have shown that between three and five times a day is a good number of times to post. Make it fun.

If you don’t have an account the first thing you want to do is to create one. There are four levels of connections: first, second, third, and all. In the first level people are directly connected to you. At the second level are the first level connections of your first level connections. The third level is the first level connections of your second level connections. All is everyone left.

The first thing you should add to your business page is a cover photo. You also need to have your profile picture there. I would then suggest that you create a content calendar where you decide what you will post, and when. Always keep everything popular, relevant, and timely. The more often you and your customers comment, like and tag content the more likely your information will show up on someone’s timeline. You can also use video. And for very little

The most important part of LinkedIn is in your profile and summary. Remember, the reason for using LinkedIn is to show people what you know. People look for people based on expertise as well as their connections. You need to have a fantastic profile. Make sure that it is client and user focused: WIIFM – What’s In It For Me. In this day and age people want to know how is using your business going to help them. So, in your profile you need to

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also getting into the game of using PINTEREST. Craft stores, restaurants, furniture stores, and anyone else who has something to show through pictures, should consider using PINTEREST. EXAMPLE: I’m hungry, I don’t know this town, I’m looking for some place to eat. I go to PINTEREST and see pictures of fantastic food. I’m going to go there right? Or perhaps I’ve just bought a new house. I want to decorate it but I don’t want to decorate it with the usual type of things. I’m looking for the unusual. I see your store listed on PINTEREST and I find exactly what I’m looking for in one of the pictures. I rush over to your store and buy the items before anyone else can.

tell people: who you are; who you help; how you can help; and how to get in touch. Once you have your profile complete, you need to start being active: write recommendations for others that you know. Ask others to write recommendations for you. Testimonials are very important. No matter whether you’re asking for a connection or for a recommendation, always write a personal note. Never let LinkedIn generic notes go out. Finally, start adding contacts: you need at least 500 to show people you are someone they want to know. Invite people you know, then invite people you’re pretty sure will accept — when you see someone with the title LION or open networker, they generally accept all who ask to be connected. Invite contacts from your emails, past jobs, school, etc. Look for people that are in fields you want to network with; service providers, experts, those in your industry, and more.

While I’m not an expert in this medium, I do have a couple of boards and I do pin articles that I see or write. And I do have followers. Once you start using any of these methods you will find your business starting to grow. Whether you’re talking about Facebook, LinkedIn, or any of the other social media out there, you MUST understand, as with any other business venture, that it all takes time. There is work involved! You cannot expect overnight success. I spend approximately 15 hours a week working on my social media. There are programs out there such as Hootsuite, which allows you to create a series of updates across the majority of media sites. This saves you time because you write it once and it goes out to all. But there is a downside to this: Facebook for instance doesn’t like this third-party add-in. As well, it’s hard to create on-the-fly thoughts when it is scheduled a week out. I recommend doing each one separately. Pick a time, get out your marketing calendar we talked about earlier, and enter information. This will give you the best overall bang for your buck.

Once you’ve started inviting people, do a search on groups. There are many groups that pertain to various industries that you might be interested in following. Join some of these groups (up to 50) and start adding to the discussions. This too will begin to show others your expertise. Again, you can post status updates, pictures and video, articles you’ve read and thought were interesting, and many other things. LinkedIn is DEFINITELY not the place to post that you had oatmeal for breakfast. Leave that for Facebook. While you can post status updates regarding sales, events you’re having, and other sales-ey items, your profile is truly the place to list what your business does. The rest of the time, you should spend building relationships with others.

You can no longer ignore the effect of social media on your business. So why not embrace it? Jump in, get started, and see where it takes you.

PINTEREST — PINTEREST is somewhat like a bulletin board where you pin pictures, videos, and articles. It started out as a scrapbooking site. The largest proportion of people using PINTEREST are women between the ages of 25 and 40, and it was something fun to do. Now, however, businesses are

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— Nancy Becher

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Get the Cash Rolling In with Creative E-zine Content! notice and appreciate and most remember the gesture.

Keep it Short and Sweet – no one wants to read a novel. If you have a longer article include the 1st few paragraphs and have a link to have them read more on your website or blog.

Can you really get sales coming in by publishing a newsletter?

Post in on Social Media – when you post the link right from your newsletter service such as MailChimp or Constant Contact it will contain a link for them to subscribe.

Creating your own content can be a challenge if you publish your own newsletter or eZine. Even more of a challenge can be to craft it so that it will get the cash flowing!

Followup – if you have asked them for feedback ask again. People need to be reminded as life is busy.

You need to be creative and think out-of-the-box to come up with content that is going to pull them in and say read me!

Use the Content More than Once – you have taken the time to write it. Post the article on your website under an article section so that it will be available forever and be online for the search engines to find.

Point to the Source– always point them to the source of your main article. Craft a Catchy Main Article Subject – it needs to be something that will make them want to open it.

Choose a Frequency – monthly is ideal. Quarterly is a long time in between and is almost like starting again. A shorter weekly tip works well as well.

Email Subject – Calling your newsletter the month of the year is not going to make them want to open it and read. If you have come up with an appealing title for your main article this is ideal to use.

Ask Them to Share – this will remind them and encourage them.

Sell Advertising – if you have a substantial list you can sell ads.

Include Your Social Links – if they like what you say, they will want to connect with you online.

Contests – people love to win things. Come up with a prize that they can win by acting. Point this somewhere online as well. Perhaps an ad in your newsletter?

Ask Someone for Help or to Critique – having someone take an outside peek is a good idea. Sometimes we are too close to our own stuff.

Special Offers – Come up with something special just for your subscribers.

Have it Proofread – a professional newsletter is going to come across professionally.

Ask them to Contribute – Try asking a question and have them answer you somewhere online such as Facebook or your blog.

Include Pictures – as the old saying goes, a picture speaks a thousand words. Do Not Abuse Your Send Frequency – If you tell them once a month stick to that. If you think you

Share the Love – mention your best clients, associates and recommended suppliers. They will

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Following even a handful of these tips will get the cash rolling in. It may not be immediate but do not get discouraged. Rome was not built in a day. Be consistent, persistent and the magic will happen!

may want to send them occasional updates or special news tell them when they subscribe so they can be expecting this. Stay Regular – Pick a day each month as your target date. Ie The 1st Monday each month and respect this.

Have fun! Sherry Lynn

To sum things up; everything you do should be enticing and encourage interaction and point to where you are online. When you are done send to yourself and check all links and spelling and tale a moment to read it and ask yourself “Would I open and read this?” If not you have got some work to do.

Sherry Lynn is founder of WIBusiness, a marketing and business support group for women entrpreneurs. She works from home on the family goat farm.

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Calendar of Events If you’re interested in placing your events here, just send an email to: publish@celebratebusinesspu blishing.com

FEBRUARY

What’s Happening This Month?

Peer Advisory Board — Do you have a dream for your small business? Want to see it grow and become bigger? February 10th and 24th we meet at the Niles Four Flags Chamber of Commerce at 9:00 am to create our marketing plans, guaranteed to help us grow our businesses. Online Peer Advisory Board — if you can’t make it to Niles, but want to be part of a group to work on business growth issues, you can join us starting on February 5th and 19th at 9:00am for our online version. (Check with Nancy @ 269-6513555) for more info and to register. Entrepreneurial Forum —

It’s so very important to have

a roadmap to where we want to grow our business, but it can be one of the most difficult things we try to do. Let us help you get those goals and plans set so that 2014 will be the BEST year for your business ever. February 20th at National College, South Bend, IN.

Explore Exciting Career Opportunities — with the Center for Protection, Security and Personal Safety as they hold their 7 day Intensive Executive Protection Program in Ft. Wayne, IN. Call Ed at 269-651-3355 for more details.

“Too many of us are not living our dreams because we are living our fears.” Les Brown

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Calendar of Events

MARCH

What’s Happening This Month?

If you’re interested in placing your events here, just send an email to: publish@celebratebusinesspu blishing.com

Peer Advisory Board — If you’re in business, you have to be in marketing and sales, as well. But often that’s the hardest part of the job. If you’re ready to move forward, and would like support and ideas to help you along the way, check out the mastermind program on March 10 and 24th at the Niles, Four Flags Chamber of Commerce. Meetings start at 9:00am. Check with Nancy @nancy@success4biz.biz for more info. Online Peer Advisory Board — if you can’t make it to Niles, but want to be part of a group to work on business growth issues, you can join us starting on March 6 and 20th at 9:00am for our online version. (Check with Nancy @ 269-6513555) for more info and to register. Michiana Shop & Greet, March 20, 4 - 9:00 pm at Gillespie Conference Center, South Bend, IN Call 574.344.8895

“Screw it, Let’s do it!” —Richard Branson 13 Small Biz Forward

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Charlie Ba zy Multi-Company Licensed Insurance Agent Specializing in insurance for individuals, small businesses and the unique opportuni es of American Veterans 8175 Creekside Dr Suite 200 Portage, Michigan 49024 Toll Free: (800) 578‐1609

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Keeping Your Business Safe in an Unsafe World

Ok, how many of you actually have ever changed your passwords for your WiFi, inventoried your keys, deleted access to your systems for past employees? Come on now be honest. Ok good, a few of you did, congratulations on staying safer in our unsafe world. The December 2013 issue of Security Magazine in the article ‘2013 Security 500 Sector Reports’ lists the critical issues facing Business Services as:

Ed Becher, (Ret.) US Marine and Former Chief Instructor, US Dept. of State, Uniformed Branch, Diplomatic Security Service is the owner of Center for Protection, Security and Personal Safety (The Bodyguard Academy) which is a provider of training and resources to keep you, your staff and clients safe. He can be contacted at ed@thebodyguardacademy.c om or by phone at (269) 651-3355.

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Cyber Security

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Mobile Technologies

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Emerging/Frontier Market Risks

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Enterprise Resilience

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Fraud: External, Partner and Insider Threats

I think we can all agree after the breach of data that occurred at Target in December 2013 and the amount of damage that has been done, it’s important to be aware of security. Think about the amount of funds that will be required for consumers to gain trust back in Target after this breach--it will be exorbitant. Additionally, think about the funding that other big box stores will apply to their cyber security this coming year to prevent them from being the next headline. It is suspected that up to 40 million credit cards were compromised between November 27 and December 15th. The thieves reportedly gained access to the data on the magnetic strips on the cards which

has the potential of allowing them to produce counterfeit cards and access ATMs, as they were also able to intercept PIN data as well. Now while all of us would like to have had 40 million credit card swipes in a 20 day period, consider the added security you would require for this. Keep in mind adding security has its cost but if you do not provide for it, consider the potential loss. As business owners we have a responsibility to protect our clients and customer information, whether this information is personal or banking data. As a small business owner, we need to find funding for most of our ventures, whether this is through increased sales or loans, but we need to ensure that a portion of that funding is directed towards security. The Security Magazine article shows a 48% increase in spending on security in 2013. Ok, now that I have you scratching your heads saying how am I going to find this funding to increase my security budget from 0% to 48% let’s talk about some simple solutions. Since we have already taken care of our secure WiFi and know who has access to our system, let us consider other ways that we can keep our data and records secure.

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Ever heard of dumpster diving? If I was to rummage through your trash how much personal information could I find? What do you do with credit card and debit card receipts after you have logged them? Shred or burn them? How about bank statements? Phone bills? How about potentially embarrassing information that you may have thrown away, old letters and cards from previous partners, legal documents or notices of debt?

According to hackmegeddon.com, there were 39 identified cyber-attacks worldwide with 15 of these specifically against US interests during the time period of 1-15 December 2013. Included in these is Bogangles who was hacked through their WiFi network which resulted in fraudulent credit and debit charges. Some 465.000 holders of prepaid cash cards issued by JPMorgan Chase were warned that their personal information may have been accessed by hackers. Another 1,700 people who made purchases through online retailer ‘Made in Oregon’ were notified that their credit card information may have been compromised and the list goes on.

The Ontario, Canada Police on their website have a Home and Business Audit sheet, worth looking at. (http://www.police.windsor.on.ca/ community/services/Crime-Prevention/Pages/ Home--Business-Security-Self-AuditChecklist.aspx) Using this Self audit for your home and business may provide some insight into areas that need further looking into, these self-audits should be conducted at least quarterly so that you see trends or issues that may or may not have been there the previous audit. An additional resource may be contracting out of a security audit. While this may be costly it may also prove beneficial as you have a set of outsider eyes looking for potential vulnerabilities into your business or home.

So now do we see why security--even at the small business level--is so important? Many of us accept personal checks and/or credit cards, we transmit this data to our banks or credit card company by way of the internet. So now are we seeing why I push you so hard to maintain a secure WiFi and that the security on the other end is just as important to them as it is to us.

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Money Business You’re not in business to make widgets, you’re in business to make money.”

President of Epic Life Studios since 2008, Adam Fleming is a Certified Leadership Coach and Coach Trainer. Adam has coached business owners in many aspects of growth, with a focus on personal calling and balance; and business focus on marketing, specifically intentional growth by referral. Adam has been a BNI member since 2011 and currently serves his chapter of that organization as Educational Coordinator, teaching members to network effectively. He designs a new elevator speech weekly.

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Why do businesses fail? They forget why they existed (or should have existed) in the first place.

your visitor “I’m just getting started.” Okay, you can … wait! Where does it end?

You went into business to make money. Your first priority every day is to ask yourself “Is this activity making money?”

Saving money is never a top priority. Very few businesses can really thrive by promoting that they can save you money, because your first priority is always to make money. Saving money is only a second priority, and if that’s how you sell, you’re going to get treated as a lower priority. Other business owners are typically not getting up in the morning saying “how can I save money today?” At least, they shouldn’t be.

In 2011, a former partner and I went into business writing and publishing a small regional newsletter with a great niche—the arts. Everything about our newsletter was great. People read it, they enjoyed it. We liked the work and the networking in the arts community that was happening as a result of publishing. We put significant effort into providing a quality product and, as far as our target readership’s feedback was concerned, we blew away the competition. But we didn’t make money. So we hung it up after a year and a half, and we weren’t sorry. You can’t run a hobby business (defined as a break-even operation that allows you to do something fun and write off the expenses) and feed your family. If you like widgets or pies or artwork or anything, you still have to recognize that you’re in business to make money. Lose sight of that, and you’ll start hating what you used to love. Save the hobby business for after hours or retirement! You did not go into business to save money. Cutting corners when you do have to spend will not help you in the long run. Okay, you could buy cheap toilet paper. Okay, you could get inferior flour for your pies. Okay, you could work out of an office that says to

I need to make money when I sell. I need to not be a cheapskate when I buy. So how do I thrive? Make sure that you get value for value when you sell and when you buy. A merchant told me the other day that a credit card processor was trying to sell her on his service. He claimed that he would give her all her debit swipes for free. I asked her if this made any sense! How long can a bakery stay open if they give away free coffee with every purchase of a sweet roll? A long time, but only if their sweet rolls include the cost of a coffee. The seller has to make up his or her deficit somewhere. We all know this, but it seems like it has to be said every day: nothing’s free. When it is free, ask what the catch is! Okay, I admit it: I’m just not sure if I’m making money or not! Fine. I’m not an accountant either and I sometimes have that problem. h p://smallbizforward.com

Talk to an accountant about what are some basic metrics you can track every day to see if you are making money or not. A good accounting firm will have multiple levels of interaction for you, from just doing your taxes all the way to doing just about all of your bookkeeping for you. Yes, a good accountant should be able to show you where you can save money. But they should also be able to illuminate your most profitable area. Where is your biggest margin – in little widgets or big widgets? That’s a piece of strategy you can run with to make more money by honing the focus of your business in that area! A good accountant should know other ways to look at your books strategically: not just how much are you making, but how are you doing it? Strategically eliminate products or services that aren’t profitable whenever you can, so you can wake up in the morning saying “how am I going to make money today?” Know your strengths, know your weaknesses and don’t shy away from paying for quality help in this area “Because I want to save money.” Rule Number One: You went into business to make money. Rule Number Two: When you find that you are in business to save money, see Rule Number One. I’m impressed with Ryan Fair and the people at Korhorn Financial Group in Granger, they’ve taken good care of me. Consider it a referral if you don’t ‘have a guy.’

Hey our "Library" is open. You will find event fliers, our books and an archive of Wellness Wednesday ques ons here. h ps://www.facebook.com/events/341328312671807/

Wellness Wednesday Library, yourwellnessclub.weebly.com

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BEING CONNECTIVE— Top Ten Small Biz Funding Sources One of the biggest challenges to starting and growing your business can be meeting a simple, yet essential need: acquiring adequate operating capital. With my background as a former financial advisor, I find it very difficult to even consider things like credit cards, retirement account loans, mortgages, and other risky funding sources that are frequently used for business funding. Not considering only the risk, but the high interest rates that accompany most of these, it's prudent that the business owner prepares and plans when taking that next step to reach out for funding for business growth. Here are my Top 10 Small Biz Funding Sources:

Gail M. Turluck is the President of Connective Marketing of Richland, Michigan. Connective Marketing offers communications services including writing, enewsletters, newsletters, web site content, editing, proofreading; Send Out Cards; the Body by Vi 90 Day Fitness Challenge; and more. She may be contacted at gail@connectivemarketingl lc.com or by visiting www.connectivemarketingll c.com.

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10. Family and Friends. This one takes a lot of planning in advance. Have a written agreement signed by all; and format it as a loan. No back of the napkin scheme here, have a well prepared and reviewed business plan, some already implemented advice from trusted mentors, maybe a review by your local Small Business Technology and Development Center, and then still be ready to get a lot of "No's." It's #10 because of the inherent difficulty of bringing family members into your business as a partner. Power on. 9. Community Banks. These are a bit strict and tight, but do your research. Some are more small business startup friendly than others. Work to develop a relationship with their representatives. It is likely you'll be treated better if your banking is handled there.

8. Private/Angel Investors. There are many ways to locate this type of funding and it takes some serious preparation, networking, relationship building, and hard work. They are serious about business and are looking for opportunities that will give them a positive cash flow return. These folks become part owners of the business, so choose them carefully. They most often are knowledgeable, highly successful business people themselves, making their involvement potentially invaluable. In return for the cash, be prepared to lose some autonomy. 7. Unsecured Line of Credit. Not your granddaddy's signature Line of Credit, but a good source if you qualify. Your personal credit score will need to be high to pull this one off, but it's far better than credit cards which I do not recommend. 6. Social Lending. A relatively new source of small biz funding, there are web sites that mate up small business funding requests with offers to fund them from other individuals at a stated interest rate for a period of no longer than three years. That these are unsecured loans makes them attractive. 5. SBA Micro Loans. Well, you don't get these from the Small Business Administration; you need to seek out an intermediary non-profit lender. They will loan anywhere from $100 to $35,000, so for true startups, this is worth looking at. 4. Credit Unions. Your friendly credit union, where you likely have

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your business accounts due to their small biz friendly nature, can be a great source of funding. Talk with the lead loan counselor there regularly to learn how to best prepare to apply for that first loan.

idea and it likely will take you far, leading you to the financial sources you need resulting in business success.

3. Business Plan Competitions. Offered by governors and universities, millions of dollars have been awarded to business owners to aid in next step achievement. Rules vary from competition to competition, steps are involved, and polished business plans are de rigueur. These are grants, so that means they do not have to be paid back! 2. Government Grants. The government offers many programs with money distributions that do not have to be paid back. Acquiring this type of funding takes thorough preparation and planning and can be worth every moment spent doing so. 1. Your money. Whether your savings or the gold from under your bed, you need to have your scratch in on the deal. How can it really truly be yours if you're not invested in it with your own coin? Do the research, prepare carefully, build a strong team and share your passion for your business and

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21 Small Biz Forward

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“Shop & Greet” Oﬀers Unique “Everyone Shops” Experience to Support Local Businesses With a strong commitment to helping others succeed and the business background to support her passion, Karen Bachert first launched the “Shop & Greet” in her home town of South Bend, Indiana in March of 2013. Naming the expo the MICHIANA SHOP & GREET, the event represents all of Northern Indiana and Southern Michigan and brings together a strong group of sponsors and vendors who share Bachert’s entrepreneurial passion and commitment to supporting local business. This year’s Michiana Shop & Greet will return to Saint Mary’s Campus – Gillespie Center from 4-9:00pm on March 20, 2014.

It starts with the $10 in Michiana Bucks that everyone receives at the door. For attendees, its part of their $15 ticket price and it means everyone coming to the “Shop & Greet” is focused on doing business in Michiana. With the Michiana Bucks in hand, the browsing begins and for many $10 to spend quickly turns into much more. It’s hard to resist the great values offered at every booth. Returning as sponsors again this year are Alpha-graphics of South Bend, Business Success Unlimited and WSMK Radio. New sponsors this year include: Premier Women Network of Michiana, WSBT News & Sports Radio 96.1 FM and Real Country 99.9 In addition to the sponsors, this year’s program is also hosting three local non-profits: Hello Gorgeous, Michiana Christian Service Camp and St. Margaret’s House. Tickets for the Michiana “Shop & Greet” may be purchased from any one of the three non-profits with proceeds from ticket sales going to each of the charities.

Bachert says “Any area and any community could sponsor their own ‘Shop & Greet” and readily adds “just call me and we’ll explore the possibilities for your community too”. It’s really a straight forward concept that turns a typical business or community expo into a unique event. In 2013, just a few hundred people generated thousands of dollars in business. And, it all happens because participants in the “Shop & Greet” (sponsors, vendors and attendees), all come to the Expo ready to shop and to do business right in their own community. 22 Small Biz Forward

Vendors for the event will include Beauty, Health & Wellness, Community Organizations, a Financial Advisor, Business Consultants, Marketing Companies, Entertainment,

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Restaurants, a Travel Agent, Retail Shopping and more. Happenings at the expo will include a live radio broadcast with WSMK Radio, a cash bar, and some tempting tasting with local foodie favorites too. Also new to this year’s expo - “Win It in a Minute” Networking Challenge (a twist on speed networking) sponsored and hosted by Kerri Spencer from Kerri’s Avenue Salon starting at 5:30 and our LIVE Auction supporting our charities starting at 7:00 ( Paddle Auction sponsor is Harold Ziegler Ford Lincoln with Tiffiany MacGahee as our “Vanna”.

More info, visit the “Shop & Greet” Facebook page at www.facebook.com/ShopandGreet. For sponsorship and vendor opportunities, contact Karen Bachert, Your Business Needs Fans, 574.344.8895. Tickets may be purchased at the door or from any of our three participating non-profits: Hello Gorgeous, call Denise at 574.339.6228 or Trisha at 574.360.1208, Michiana Christian Service Camp, call 269.683.4403 or St. Margaret’s House, call 574.234.7795.

SCHEDULE Of Events

More about our 2014 Michiana Shop & Greet Thank you to our wonderful sponsors who make this event possible. Alphagraphics of South Bend, Business Success Unlimited, Premier Women of Michiana, WSMK Radio 99.1, Real Country Radio 99.9, and WSBT News & Sports 96.1 4:00-6:00 — Early Bird Shopping 5:00-7:00 — LIVE Broadcast with WSMK Radio 5:30 — “Win it in a Minute” Challenge (Speed networking) — Sponsored and hosted by Kerri’s Avenue Salon 7:00 — LIVE Auction fun — supporting our local non-profits: Michiana Christian Service Camp, Hello Gorgeous and St. Margaret’s House. Paddle Sponsor: Harold Ziegler Ford Lincoln, and our “Vanna” Tiffany McGahee 8:00-9:00 — Last Chance Shopping More info, message us on Facebook @ Shop & Greet or call 574-344-8895

23 Small Biz Forward

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Who’s Gonna Be There? Here is a sneak peek of some of the companies and organizations that will be showcasing their products and services at the Michiana Shop & Greet. Adding vendors daily, vendor spots still available Call Karen 574.344.8895 Alphagraphics of South Bend

Mary Kay Cosmetics

Better Way Imports

Michiana Christian Service Camp

Business Success Unlimited

Nerium Age Defying Cream

Camellia’s Cosmetics

Premier Women of Michiana

Cheri Hallwood, Children’s Author

ProForma Marketing

Four Flags Chamber of Commerce

Real Country Radio 99.9

Grace Adele Designer Handbags

St. Margaret’s House

Harold Ziegler Ford Lincoln

Sell It Again Jo

Healthy Living

Sprenger Healthcare of Mishawaka

Hello Gorgeous

Sugar Shack

It Works (Kerri’s Avenue Salon)

Thirty One

Kerri’s Avenue Salon

Trine University

Live Your Dreams Travel

WSBT News & Sports Radio 96.1

Center for Protection, Security and Personal Safety--The Bodyguard Academy

WSMK Radio 99.1 Your Business Needs Fans

Check out this website for more vendors as they sign up to be part of the fun. www.YourBusinessNeedsFans.com

24 Small Biz Forward

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Community Collaboration

Are You Successful? A critical step to creating and maintaining a successful business is to have a sound financial plan. Several online and local organizations exist to aid business owners and entrepreneurs in developing a financial plan that can help them see the steps it will take for them to reach their fiscal goals. The Michigan Economic Development Corporation, Michigan Small Business Technology and Development Center, the Internal Revenue Service, the U.S. Small Business Administration, and SCORE; can offer an abundance of useful information and tools for people who seek to improve, or create plans to run a successful business. With all of the information available, how do we decipher what is useful, and what is amiss?

For more information about the Four Flags Area Chamber of Commerce and Niles Michigan, visit www.nilesmi.com or call (269)683-3720. It is our pleasure to serve this great community!

25 Small Biz Forward

Failing to plan is planning to fail. I personally only know a handful of people who are, at their core, born planners. I am guilty of lacking a plan on past projects, and I’ve paid the consequences. I am almost certain to revel in them again, on some level, but one thing I am sure of, is that we each make or break our own fortunes in finance. Some people are fortuitous and create abundance easily; others have to work at their plan long and hard before reaping the benefits. Think of your financial plan like a Cavandish banana. While it may not yield fruit the first year and a half, with nurturing it will eventually begin to fruit. If you have a plan, assess it often. If you don’t, get planting. — Kelly Rock

In a perfect society, we would each be able to make informed financial decisions, resolve the ever growing debt crisis, and conscientiously plan for a padded future. The cold reality is, people struggle everyday with financial decisions. Which bill to pay first or late? Or now I’ve paid all my bills, but have nothing left to pay myself? There’s an underlying risk in any decision we make. This is where planning and budgeting patiently lie, allowing us to make a few mistakes so that if we do fall behind, we are able to swim through the wake and land with both feet on the shore.

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Canadian Women in Business MONTHLY FEATURE BROUGHT TO YOU BY WIBUSINESS www.wibusiness.net

Featured Entrepreneur

Do You Blog

Nicole Weber

for Business?

Nicole is a 19 year old new entrepreneur who has recently started a Dedicated Pet Sitting business offering pet sitting and walking. She lives in London, Ontario with her two rescue cats that give her inspiration each day Tarzan and Jane. She has put a creative spin on things with a good cause! Her slogan is “Animals Helping Animals” which stems from the fact that a percentage of each service is donated to SCAAR in London. So when you use Nicole's services your animals are helping the animals in shelters desperately needing help. What a great concept! Nicole's love of animals started when she was a very young girl and her dad came home to their barn with some cows in a wagon. Nicole says “I was that kid in my family who had her boots on and coveralls and was ready to go with my dad to do chores at the barn.” Nicole gave each cow their own name and had one special one named Boots who became her best friend throughout her childhood years.

If you run a small company, you may find that the world of blogging for business owners is a world that you want to be a part of. The best advantage of blogging is that is adds fresh content to your website if your blog is attached and for each post a URL is created and remains floating out the online for the search engines to pick up. For this fact alone (and there are many other benefits) I suggest that you consider adding blogging to your marketing plan in 2014!

The Channel Changer

Nicole is always willing to do what she can for animals in need and is currently raising funds for National Cupcake Day™ for SPCAs & Humane Societies which is being held on Monday, February 24th. It's a brand new event and will help raise awareness and urgently-needed funds to support animals that are abused, abandoned, neglected or no longer wanted. She is currently enrolled in animal science with ICS Canada to better her knowledge and has applied to Ridgetown College to pursue her dream of being a registered vet technician. Other education plans include grooming and animal behaviour that will all be an asset to her plans for her life. Nicole's future dream is to open a luxury pet resort with a percentage being donated towards SCAAR with a cozy at home feeling with a special space for rescue animals.

al ssion Profeaker e Sp inar Semder Lea r o Auth ss e Succch Coa

Nicole has just started to get out there and network online and will be attending local groups as well and is eager to learn all she can on building her business and making plans for her pet resort. If you network online or in London Ontario watch for this brilliant entrepreneur!

Live the Life You've Always Wanted LIFE is a learning experience unlike any other – primarily housed in the form of easy to use audio CD's and books. The core program of LIFE focuses on these 8 F's of life: Faith, Family, Friends, Freedom, Finances, Fitness, Following and Fun. Birthed by experts with proven, time-tested results and nurtured by using a simple, kind, honest and often humorous approach, LIFE works! Period.

Melanie Shiell

jmshiell@rogers.com

www.the-team.biz/3996224

Upcoming Events PLACE AN EVENT AD HERE FOR $15 (up to 50 words)

DEDICATED PET SITTER Pet Sitting - Dog Walking

NICOLE WEBER 445 Sugarcreek Trail London, ON Cell: 519-386-2361 Email: nicole_weber32@hotmail.com

Percentage of Services Will Go Towards SCAAR Animal Rescue in London, ON B

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Nutrition Counselling

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Workshops

Assessment Real Food Solutions

MUSTER THE COURAGE TO SPEAK AND PRESENT. This interactive workshop will assist you in taming the butterflies; get your knees to stop shaking ; discover tips to speak persuasively and to build your business using powerful presentations. March 6th in London, Ontario. Bonus: one follow-up teleseminar a month for three months.$199 plus HST. Early bird is $149 before Feb 6th.

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ATTITUDE & MINDSET IN BUSINESS - Wednesday, March 5, 2014 in London. An event or experience happens once. What you think about that event or experience is shared over and over with yourself and with others. Learn how to turn up the volume on your positive voice, align your conscious and sub-conscious minds and end the civil war between the two. $99 plus HST. To Register Contact Melanie Shiell jmshiell@rogers.com.

MONTHLY WIBUSINESS NETWORKING MEETING Thursday, February 27 from 9 - 10:30 am in London, Ontario - Location currently being decided upon. To RSVP contact Jackie Geeves jackie@wibusiness.net

Let's do it together - contact Elaine Lynas 519 280 5018

WOMEN IN PROGRESS Tuesday February 25th, 11am 1pm at the Marconi Club, 120 Clarke Rd. Guest speaker Andrew Plumb from Legal Shield will be getting a jump start on National Fraud Month. Buffet lunch $10 - includes FREE Parking, a tote & door prizes. Vendors offering business services cost $25, includes lunch. Donations for the London Food Bank will be appreciated. RSVP or inquire to womeninprogress@live.com / 519-452-1033

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WORLD OF WRITE-OFFS with Sara Clarke. As a business owner do you know what you are allowed to write off? Come and learn all the secrets! Feb. 22 from 10 am – 4 pm at the German Canadian Club, London ON. Cost: $59+hst (Executive & Enterprising Mompreneurs Members receive discounts). Includes hot buffet lunch. For more info email: rsvp@londonmompreneurs.com

Reiki, IET & Colour Therapy

Ion Detox Footbath

Stress Reduction

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RELAX, REFOCUS, AND RECHARGE Two hour small group workshop in March, 2014. Get ready for a “hands on” interactive workshop of discovery, fun and new insight. You will participate in guided relaxation and guided visualization. Details will be announced soon. $40+HST. To register contact Jolanta Dabrowski. info@innerbalanceconnections.com.

TO ADVERTISE IN THIS SPREAD CONTACT Sherry Lynn Simoes 519-666-3950 sherry@wibusiness.net

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Helping Others Work from Home and Succeed! 519-471-6865 jackiegeeves.mm@gmail.com

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Keeping Score By Melanie Shiell Many of us set goals for ourselves and our businesses and then do the necessary actions to reach those goals. However, few of us finish the process by checking our results and adjusting our actions accordingly. Similar to a scoreboard, this check step identifies the areas in which we need to improve. If you set goals in your business you will hit them with amazing accuracy every time. We want to set SMART goals; goals that are specific, measurable, attainable, realistic and timely. The best goals are worthless unless you DO something to reach them. Good intentions don't pay the bills. We must complete the necessary actions to reach our goals with a sense of urgency. Procrastination is the assassination of motivation. Once the necessary actions to reach your goals have been completed, ask yourself: Did you get the results you wanted? What could have been done different? Checking our results is the one step that most business owners avoid. Why? By avoiding this step we are protecting our ego against the “scoreboard”. However, the scoreboard keeps us honest. It points out the gaps in our business and where we need to make improvements. By evaluating our outcomes we can better adjust our actions and get our desired results. Insanity can be defined as doing the same thing over and over and expecting a different result. Most people overestimate the amount of change they can achieve in a year, but underestimate the changes they can achieve in ten years. Rome was not built in a day and oak trees do not mature overnight. Success in your business takes time. By checking the results of our actions, we will grow toward our vision. The scoreboard in our business never lies!

Happiness is a Choice! WHAT'S HOLDING YOU BACK FROM SUCCESS? ·Does your business give you joy? ·Do you have time to enjoy life? ·Do you have enough quality time with your Family? ·Are you edgy, irritated and stressed out? Imagine feeling fully alive and living your passion in life and running a business you enjoy...

Book your Complimentary Find Your Passion Session with Carol so you can be on the road to truly enjoying your life!

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Find Your Passion - Get Focused - Achieve Success Phone 519-686-2691

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Security and the Entrepreneur How Safe is Your Business?

30 Small Biz Forward

Are any of you planning on going to the Olympics in Sochi, Russia, or the World Cup in Brazil? How about a vacation in Mexico this summer or fall? Look here in the United States--how about the Super Bowl at the Meadowlands in New Jersey? All of these events are considered high profile and with that comes high security costs and expenditures. But what about at home in your place of business; how much is security worth? Recently, the Walmart in Niles, MI was the victim of not only theft but a case of arson. On Jan 12th, a subject attempted to rob items for the Niles, MI Walmart. At about 4:45 am, the subject set fire to baby clothing and then during the commotion of the fire stole iPads from the electronics section. He ran off, was chased into the parking lot by a Walmart employee but got away. News reports say on Jan 14th, Berrien County detectives went to Indiana to question a suspect who then led them on a high speed chase before committing suicide. While this is a tragic ending, consider the cost to Walmart. The store was closed all of Sunday and some of Monday, both for the investigation and clean-up from the fire. The closing most likely cost this Walmart a considerable amount of money in lost revenue; the destroyed clothing, the missing iPads; damage to facilities and property, cleaning cost most likely by an outside firm, and the list goes on.

Now while Walmart is a huge company with many stores worldwide, stop and think about what if what was described above happened to you? Theft of your merchandise or property, destruction to your office or home by fire or vandalism can be expensive. One other item to consider, is your home office covered by your insurance? Do you have adequate insurance coverage for the office space or store front you are leasing?

Many take security as a low priority item; this includes many large corporations. Companies try to save as much money as they can by limiting their security budget. In my many years as both a provider of security and as a consultant, I have seen this many times. We take security less seriously until we become a victim. They become victims of a theft with no alarm system, then they install one for better piece of mind. An investment in personal security is always a worthwhile item.

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The installation of smoke detectors, close circuit television, alarm systems are all costs that as businesses we need to consider. These systems often pay dividends that we never consider such as lower insurance rates, being able to identify the thief who broke into the office and stole property because you have their photo on camera. The great “Ahhhh I got ya”.

now are high on the list for either terrorism, kidnappings or theft. There is a considerable amount of money being put into the security of these locations to keep visitors safe. Now, let’s consider the small business located close to one of these events. Will they receive the same amount of security as does the Meadowlands before or during the Super Bowl? No they will not, yes there may be added law enforcement and security present. But do you think this is an active deterrent to a determined criminal? To some of them this just adds to the thrill of the action. This is where our security and situational awareness needs to kick in. Where we need to maintain a higher level of watching who comes into our places of business, be more observant as to what they are doing and who they are.

You may be wondering why I asked about going to the Olympics, or the World Cup, or going to New Jersey to the Super Bowl. All of these locations right

31 Small Biz Forward

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Healthy 2014 The Plight of Small Business: Cost of Sickness significantly higher sick days averaging 42 days per year. To this you can add the personal costs of the emergency room visits ($2,725/visit), doctor office appointments ($100/appointment), medications ($60.00/per medication) and lost wages.

Cindy Cohen is a registered nurse with 35 years of experience from the bedside to CEO of a hospital. Cohen is recognized as an accomplished author, wellness expert, and corporate wellness leader. As a health coach and wellness consultant, Cohen is the guiding force behind the C2 Your Health team in helping others find their way to improved personal and business wellness. C2 Your Health LLC, through the corporate wellness division Health-E 4 Life Worksite Wellness, assisted industry leaders with certification and was awarded the 2009 - 11 Indiana Small Business Wellness Tax Credit. C2 Your Health LLC also promotes the annual Expo for Women bring wellness to the community. Cohen has written a number of books, the latest 2012 Prevention Benefits

Healthy Employee Costs Less (Amazon.com), and 2013

What’s on Your Plate a Simple Guide to Healthy Cooking (Amazon.com) You can find Cindy www.fb.com/ CindyCohenRN, www.Linkedin.com/in/ CindyCohen, www.CindyCohenRN.com

32 Small Biz Forward

Did you know companies with less than 20 employees are the bread and butter of our economy? Indiana Business Research Center at Indiana University’s Kelley School of Business estimates 84% of all companies in Indiana are defined as small business, less than 20 employees. The NFIB 411SmallBusinessFacts.com reports 90% of U.S. companies and CBS News reports 98% of Canada’s business account for companies employing fewer than 20 employees. Of these companies 70% have no insurance and no sick time. This translates into costs that impact the health and vitality of any company. It’s hard to know the exact costs because each company is unique. That is a calculation you will have to make. According to the U.S. Bureau of Labor Statistics sick time alone costs 23 cents per employee for every hour they work. The Gallup-Healthways Well-Being Index 2011 reported only 13.9% of the U.S. workforce are healthy using an average of 4 sick days per year. However, persons with three or more chronic health conditions report

If you are an entrepreneur, a mom and pop shop, or a small employer, every member of your company is critical. One day lost can translate into thousands of dollars. In other words, your company cannot afford for you or any of your employees to be sick. So what happens? When you are sick, you go to work anyway. Who can stay home? Off to work you go dragging, deep in mind fog, sleepily through your business day costing you by negatively impacting your productivity. This means you are at work, but not really working. Been there? This on-the-job productivity loss or presenteeism is associated with poor health behaviors resulting in medical conditions such as headaches, flu, high blood pressure, diabetes, cancer, etc. that slow down work. Some experts suggest the cost ofpresenteeism is three times higher than sick time. What about the cost to your business if a family member has a chronic illness, aging parents, or children with special needs? The cost of sickness related to your ability to work becomes a family affair. Scheduling of hospital trips, medical testing, doctor office visits and medication pick up

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resulting in a disruption in your work schedule, home life, and added stress all indirectly impact your ability to work.

during the work day. Take time from your work 5 – 10 minutes each hour to walk, stretch, and exercise at your desk. Schedule it.

In the article Reducing Sick Leave published on Mindtools.com the top 2 reasons people call in sick are:

Provide stress relief. There are many great tools for relieving and managing the stress in your life. Consider keeping a stress diary, getting plenty of sleep, seeking a therapist or a good friend’s shoulder. Seventy-five percent to 90% of all doctor's office visits are for stress-related ailments and complaints. Stress is not to be taken lightly. Prolonged stress can cause severe illness such as high blood pressure, weight gain, stomach problems, increase your risk of heart disease, even death. Relieve it.

1. Actual physical or mental illness 2. An unhealthy lifestyle Surprised? What is interesting about both reasons are they are significantly impacted by your personal choices and within the sphere of a results oriented wellness program. A good wellness program that addresses healthy lifestyle behavior change will reduce physical (reduce cardiac, diabetes, and cancer risks) and mental illness (depression, anxiety, and stress).

Bottom line? You will have to decide the costs associated with supporting poor health habits to you, your employees and your company. One thing is for sure, you have the opportunity to reduce medically related costs. As the leader, you have considerable influence over your own and your employees’ health by supporting a healthy work site and engaging your employees in a wellness culture starting with quality wellness programing. It could mean the difference between life and death for your company.

Looking to improve your business bottom line? Get healthy. Here is the prescription for better health for you, your employees and your business. If you follow it, you’ll perform better and your business will too. Plan to eat healthy. The health of your body is tightly connected to the foods you choose to eat. Choosing healthy foods protects your body’s DNA, boosts your immune system strengthening every cell in your body. The foods you eat either keep you out of the doctor’s office or put you in it. Fix your meal ahead and have it ready before your get hungry. Plan to add fruits and veggies to your menu. To keep you healthy the USDA recommends 9 – 13 servings of fruits and vegetables every day. If you can’t do it add a whole food supplement to your diet plan; we recommend Juice Plus+ (www.YourJuicePlus.com). Plan it.

Business Success Unlimited + Wellness = Healthy Bottom Line Good news, Business Success Unlimited (BSU) has partnered with C2 Your Health LLC to provide to BSU members a top shelf wellness benefit. Each member will be automatically enrolled for free for Wellness Wednesday, Getting Healthier Every Week: direct to your email program to begin to answer your questions to help you on your road to better health. With this member benefit includes wellness initiatives and discounts on wellness products along with wellness services. BSU believes by investing in you, you will invest in your business. A winning combination—a healthier you and a healthy business!

Schedule activity in your calendar. Physical activity produces endorphins— the “feel good” reaction in your body that reduces stress, reduces cancer and cardiac risks, increases bone strength, lowers blood pressure, regulates hormones and so much more. The key to adding fitness is to schedule fitness breaks into your busy calendar. For yourself and your staff offer opportunities for in-house exercise 33 Small Biz Forward

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Geek Speak Communicate Your "Why" to Connect More Deeply With Customers Valentine Web Services will be offering a free course to help nonprofits and small businesses make the most of their websites and online marketing. Jason will be writing about the topics covered in this course for the next few months. Why do your customers buy from you? Is it because you have the best prices in an otherwise indistinguishable market? Do you provide customer service that can’t be matched? People Don’t Buy What You Do; They Buy Why You Do It

Jason Barr is a Digital Media Consultant for Valentine Web Services in South Bend. To get a free step-by-step plan to power up your business’s online presence, visit http:// valentinewebservices.com/ free-course.

34 Small Biz Forward

In his groundbreaking book Start With Why, Simon Sinek exposes the power of purpose for business. Anyone can have a great product, solid marketing materials, ideal market conditions, and the other factors we think will make a business thrive. But sometimes they fail even with so many advantages! The problem is that most people discuss their business in terms of how they do things: “I’m a web designer,” or “I publish materials that help working parents manage their work-life balance.” This is a terrible way to go about promoting your business.

No one buys because of what you do; they buy because they believe in what you do. They buy “Why,” not “How.” For example, a normal computer company will present some variation of “we make great computers” to get your interest. Apple says “we believe in challenging the status quo in everything we do; we just happen to do this by making great computers.” Think about it: why would you buy a phone or MP3 player from a computer company? Others have tried to sell these things and failed; Apple succeeds because these products grow out of a purpose that resonates with their target audience. They sell to people who believe what they believe. Biology, the Brain, and Persuasion This works because of the structure of the human brain. There are two main parts of the brain involved in the decision process, the neocortex and the limbic brain. The neocortex handles language and logic. This is what most marketing speaks to, with statements about what a business does and why it’s superior. The problem is that the neocortex is not the part of the brain that makes decisions. h p://smallbizforward.com

The limbic brain, the animal brain that processes feelings and emotions, is what makes decisions. This part of the brain connects with story and purpose.

YBNF Tip: Make It Easy

The neocortex plays the role of evaluating and rationalizing choices already made in the limbic brain, so communicate a purpose your customers can believe in and you’ll create fanatics for your brand!

Whenever

you are promoting your business, be sure to make it EASY for others to contact you. If it's a Facebook Business Page Post, an Email Newsletter, your website or promotional materials, the difference between getting a client or losing a sales opportunity often depends on how easy you make it for others to contact you. Consider the benefit of a Facebook post that ends with statements like: "For more information about_____ please comment here, message us OR call 574.344.8895".

Developing Your “Why” as Part of Your Brand Narrative Market research is relatively straightforward. You evaluate the people to whom you want to sell, find out what motivates them, and create a profile based on the data. Purpose can be more difficult because it’s not a task that can be easily reduced to steps.

Start with autobiography. Write a brief narrative about yourself and the creation of your business, emphasizing how what you do is meaningful and relates to deeply held beliefs. Then turn this into an expression of purpose. Here’s mine: I believe in people with ideas that matter. Ideas have the potential to change the world, and they deserve a platform where they empower others to participate in making the world better. I help make our world a better place by doing web marketing for nonprofits and creative entrepreneurs so they can get their ideas out to people who need them. This didn’t come easily; it took months to be able to articulate it, but now when I have sales conversations I know I’m connecting people who believe what I believe. As a result, I’m working more with people who energize me. Your purpose is not a mission statement or value proposition; it’s the reason why you get up in the morning everyday to do what you do, and why if you were independently wealthy you’d still be doing the same thing. If you convey a purpose that connects deeply with your target audience you’ll greatly increase both your sales and satisfaction.

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For advertising rates and other information, call 269-651-3555. You can also check online at http://smallbizforward.com

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The Cost of Doing Business Phone Systems Can Save Big Money

Did you hear about the company that moved into fancy new digs? They have state of the art everything with the best of ergonomic chairs, keyboards, perfect lighting, and carpeting that will look great forever. Sound expensive doesn’t it? I should mention that the cost of their new space is cut in half. This much lower cost for space lies in their new phone system. It’s not just that the phone system was purchased at a good price. It’s that the system allowed the company to move and only take one half of their employees with them. Sounds cruel, but the half who didn’t go to the new space are happy about the whole thing because they now work from home.

Jerry Sarno is a Strategic Partner with Schooley Mitchell Telecom consultants, North America’s largest independent telecom consulting company. Jerry. Sano@schooleymitchell.com 269-408-8679

Some of us remember when everyone had their own office. Inside offices with no windows were lower on the pecking order than those with outside offices with natural light. Then office space costs went so high things evolved to the point where everybody except the CEO had a cubicle, where it was difficult to receive visits from clients or have a disagreement with your significant other on the phone without everybody else knowing about it. And why should a company pay for office space for sales people who are in the office maybe once a week for a couple of hours for a meeting? When you call a large travel agency to book your next trip, chances are you are talking to someone working from their home. It’s the same for a lot of services we use our phones for these

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days. If their manager wants to listen in and coach the employee while they are talking to the customer they can do it from 1,000 miles away. While this might cause some in management a bit of concern because they can’t see what their employees are doing all the time, for the most part this is making for more satisfied employees and higher

productivity. And that’s what the business owner wants. The employees take their VoIP phones with them and hook them into their laptop wherever they may be. They could be at home, at the airport, in a customer’s office or sitting on their back deck as long as they have an Internet connection. Nothing has to be lost in terms of work accomplished just because someone is not in the office. The point is they are at work no matter where they are. Though a VoIP system is not the right fit for every company, those who can use it reap great benefits, namely increasing the level of communication while cutting costs. Anything that brings expenses down and increases productivity is a win for all involved.

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Keeping Things Legal Money Doesn’t Grow on Trees Does It? Funding a business is a tricky thing. You need additional capital to grow, but you are fearful of stepping into a situation where you will pay too high a price. You think you need more funding, but aren’t sure. There are many sources of funding: private investments, new ownership, bank loans, employee participation, crowd funding, “Shark Tank.” I’m not an investment advisor or a financial guru, so I’ll leave the discussion of those options to others. Before you reach out to seek new sources of funds, think about the following things:

Barbara Nicastro is a problem solver, strategist and business executive highly experienced in analysis of complex document or factual situations. Uses a pragmatic business approach to prevent or resolve issues. Extensive leadership, public speaking, negotiation, media and motivational training experience. You can reach Barb at www.linkedin.com/ in/bnicastro

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As my Italian grandfather used to say, “One hand washes the other.” What are you willing to give up in order to get the money? Can you bear to part with a percentage of ownership? Do you want to have a financial institution “own” first dibs on your accounts receivable and tangible assets? Will seeking private funds from friends and family unnecessarily impact on those relationships? How much “interference” in your business can you personally handle?

Do you need or just want the money? Do you have any trusted business mentors who could help you vet your thoughts? Sometimes, it’s better to tighten one’s belt for a while instead of taking what might appears an easier choice.

Do you have a relationship with a “friendly” bank? If you don’t, it would be good to find a local bank which caters to businesses your size and start using them for your banking and investment needs. Even if you switch your personal accounts to them, make sure they get to know you personally and vice versa. It is an invaluable part of your business circle of friends.

Are your financial documents in order? Do you use a Quickbooks format to track income and expenses? Are your tax returns up to date? Can you persuasively show your accounts receivables and projections of income? Do you actually understand the financial documents you DO have?

Got your references in order? Professional references from your major customers, your local business leaders (think joining a Chamber!) or others who may know the decision-makers in the institution from which you’re seeking capital will be valuable if you don’t present as attractive a picture as you’d like.

Are you ready to personally guarantee repayment of the money you’re seeking? You did incorporate for a good reason: to avoid personal liability. Don’t throw that protection away unnecessarily.

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Do you understand the true “cost” of borrowing? Whether it’s the interest rate, other charges, acceleration of the note, facing family at the dinner table on holidays or just the additional stress that being in debt/further in debt can cause, make sure you’ve thought about how such things will impact your business.

While what I’ve written may slow your path to seeking new funding for your business, I do believe that it will make that path more smooth and more likely to get you a “YES” when you do.

RESOURCES https://www.openforum.com/yourbusinesstv http://www.entrepreneur.com http://success4biz.biz

Each of the authors in the magazine have contact info in their profiles. They are all successful businesses who are ready and willing to help. But, keep in mind, they are business people with companies to run, and as such if you ask for their help, there will probably be a charge.

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Who’s Next? help others in her own community reach their financial long-term goals. Becky shows this compassion for her community through various volunteer programs. She is an Ambassador for the Four Flags Chamber of Commerce and a member of the Niles Service League, Niles Rotary, and the Berrien County Civitan. She hopes to see the community grow and prosper. Her enthusiasm for the town of Niles has a personal reason as well — at the end of 2014 she will be a new mother and wants to raise her child in a loving community. So, she hopes that she learns how to balance work and family so that she can continue to support others.

Who better to share info with this month than a financial planner? Becky Brown, of Edward Jones in Niles, MI is a very hard working young woman who truly cares about her clients and the management of the monies put in her care.

When asked what she thinks is important for a startup business to know, she responded: “First and foremost, put your clients or customers first. Excellent customer service is the most important thing in starting a new business. I would also suggest creating a strategic business plan with measurable goals.”

Her office is located at 423 Sycamore St., in Niles, and she has been working in the community since December of 2012 — a little over a year. She helps her clients make sense out of investing; helping individuals and business owners reach their long-term financial goals (i.e., retiring with dignity, sending children to college, or saving money on taxes).

Finally, when asked what kind of help or business connections she is looking for, Becky responded by saying, “I am looking for any individual or business owner with a long-term financial goal such as saving for retirement, paying for education, preparing for the unexpected or saving money on taxes.”

Her goals for 2014 are to be the number one financial solutions provider in the Niles community by providing superior customer service, timely information and comprehensive financial planning to all of her clients and future clients.

If you are looking for someone to help you with any of the above, or just interested in saving money give Becky a call. She’s ready and willing to help you help yourself with your financial future.

Becky is passionate about her business and told me that she started working for Edward Jones in 2004 after graduating from college with a Bachelor’s Degree. She was then able to take advantage of a program through Edwards Jones that allowed her to receive tuition assistance, so that she could get her MBA. Her goal was to be able to

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It's time to share the love with those around you! Here are some fabulous specials to get you started with Simply Said custom designs! Remember, you choose the size, color, and accessories for your gift ideas! Spend just $50 and choose one of these FREE designs! Want your own business? Let's work together! A chocolate party in February would be SWEET! Kathy Williamson - # 604 (574) 850-4424 www.mysimplysaiddesigns.com/604 www.facebook.com/SimplySaidwithKathy-IndependentConsultant604

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Center for Protec on, Security and Personal Safety “The BodyGuard Academy” Interested in a new career? Know someone who is looking for something new? Travel a lot and want to be able to protect those you travel with? Center for Protection, Security and Personal Safety will be conducting its 7 Day Executive Protection (Bodyguard) Training Programs on March 23rd through the 29th, 2014 in Ft Wayne, In. The Training Program will provide the security professional with the basic skills necessary to work as part of an Executive Protection team and provide VIP, Dignitary, Religious Leader or Celebrity protection. $1499.00 includes hotel and breakfast Training will be both classroom and practical hands-on to include: Protective Security Operations 1, 2 and larger Agent details Vehicle and foot formations and movements Surveillance Detection Assessing Client Threat and Protective Intelligence Security Advances Kidnapping and Assassination Studies Special Event Security Planning and more

If interested in more informa on feel free to contact us at: Oﬃce: 269‐651‐3355 Email: ed@thebodyguardacademy.com

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MEMBERSHIP DIRECTORY

2nd Story Marketing Three passionate and energetic women providing marketing services for small businesses including marketing plans, campaigns, managing social media, newsletters, press releases, event management and more.

Charlene Books Reflexology/Reiki Relax, release & Transform Your World charlenebooks@gmail.com http://charlenebooks.myitworks.com

Connective Marketing provides communications services to small businesses:

Facebook: 2nd Story Marketing www.2ndStoryMarketing.net

• • • • • •

AVAS, LLC AVAS provides photo scanning, photo montages, social media consulting, and project assistance.

Print and e-newsletters Handbooks, Yearbooks and Directories Web site content Organization membership management Editing and Proofreading Event management

Connective Marketing offers non-profit management and consulting services. Connective Marketing has a particular focus on sailing and sailboat racing organizations and events. Be confident you can drop your dock lines and sail away knowing your needs will be met.

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C2 Your Health Wellness Programs for Mini-Checkups, Home Laboratory Testing, Health Coaching, Self-Care, Community Connections and more.

Connective Marketing /) 1245 West Gull Lake Drive (\ Richland, Michigan 49083 269.203.7130 T | 786.358.3605 F

Cindy Cohen RN, BS BA | http://CindyCohenRN.com

gail@connec vemarke ngllc.com | www.connec vemarke ngllc.com

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Niles Four Flags Area Chamber of Commerce

Epic Life Studios Adam Fleming is a leadership coach as well as an Account Exutive for the credit card processing company, WorldPay.

The Four Flags Area Chamber of Commerce is dedicated to serving the needs of Businesses and the Community. For further information on joining the Chamber please call (269)683-3720, or chamber@nilesmi.com.

Email: Adam.Fleming@WorldPay.us adam.fleming.lifecoach@gmail.com 574-238-7872

Premier Women’s Network To Uplift, Encourage, and Inspire all Women in Business and Career Seekers to Achieve their Highest Capabilities through Networking and Education

Heartwood Renaissance Academy A private school dedicated to helping students succeed. We teach students to SOAR TO NEW HEIGHTS. The staff and teachers help DESIGN, BUILD, and TEST each child's skills, confidence, and self-esteem to fly with courage into their adult futures with the ability to overcome obstacles and accept challenges.

https://www.facebook.com/PremierWomensNetwork/ info | (260) 747‐5202

River Country Journal Celebrating and nurturing life in Southwest Michigan river country. http://www.rivercountryjournal.com |

https://www.facebook.com/pages/HeartwoodRenaissance-Academy | (269) 273‐0160

(269) 279‐8000 Schooley Mitchell

Kerri’s Avenue Salon

Jerry Sarno and Schooley Mitchell will save your business or organization; 1) Time; we do the work so you concentrate on your core business. 2) Money; we save $$$ on your telecom spend, if we don't, there is no fee. 3) Peace of mind. 269-408-8679

High End Hair at Affordable Prices. We use top quality products, attend education classes on a regular basis, and work with all textures of hair. Free consultations are always available, just call. Check us out at our new location! Kerri's Avenue Salon Too 420 West Cleveland Rd. Granger IN 46350 http://www.kerris-avenue-salon.com | (574) 243-3901

http://www.schooleymitchell.com/jsarno

Your Business Needs Fans Encouraging businesses create and maintain their online presence by teaching best-practice Facebook marketing and so much more.

MI Security Training/Bodyguard Academy Providing quality training for those working in the private security industry. http://thebodyguardacademy.com | (269) 651-3355

https://www.facebook.com/YourBusinessNeedsFans (574) 344‐8895

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Don’t wait ‘ l pigs fly to grow your business – come to BSU where businesses

connect | Collaborate | SUCCEED 269‐651‐3555 h p://success4biz.biz h p://facebook.com/bsuconnector h p://linkedin.com/in/nancybecher h p://twi er.com/smallbizjunkie

Are you looking for someone to help you grow your business easily, cost‐ eﬀec vely and without taking years? Then BSU is the choice for you. 46 Small Biz Forward

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574.344.8895 www.YourBusinessNeedsFans.com www.facebook.com/YourBusinessNeedsFans