GWP Magazines, Business Resource & Lifestyle Issue #32 Sep-Oct 2010

GWP M a g a z i n e s

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SYDNEY - Issue 32

| September / october 2010

The

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s e l g g Wi Creating a

Bonanza

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GWP Magazines | Issue 32 | September / October 2010

GWP Magazines | Issue 32 | September / October 2010

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GWP Magazines | Issue 32 | September / October 2010

CONTENTS

CONTENTS 8

34

Cover Story 8

Creating a Bonanza: How Mike Conway Helped The Wiggles Grow Their Empire Larry Woldenberg

Publisher’s Guest 16

Matthew Elliott, Penrith Panthers Coach

Regulars 28

Business Advice We are Responsible for Our Next Generation of Workers Stephen Frost

30

5 Ways to Get Your Business Found Online Scott Tyler

32

4 Business Growth Keys John Hagerty

Telecom

26 Regulars 18 20

Business Banking The Next Retail Revolution

Business Advice It’s All about the Implementation!

Adam Goldstien

22

E-mail vs Phone John Glover

24

Commercial Building Disclosure – How will It Affect You? Ian Fry

34 36 40

Remote Working Steve Sebbes

Government Parramatta has Undergone a Transformation in Recent Decades

Sydney Hills Business and Lifestyle Portal

Business Chamber Bright Ideas for Small Business Nicole Baines

52

38 Features 38

In Whom We Trust!

Robert Cliff

42

A Unique Historical Property with a Contemporary Ambience Paul Maher

44

There are too Many So-called “Social Media Experts” Daniel Moisyeyev

48

Spring Holds Lots of Promise at Leonay’s Emu Sports Club Larry Woldenberg

50

Australia’s Most Lucrative Market – And Its Brand is the Penrith Panthers Shannon Donato

52

My USA Solo Motorcycle Odyssey 2010 Michelle Cunningham

54

Classifieds

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Editor and Publisher: Dmitry Greku Staff Writer/Cover Story: Larry Woldenberg

Dmitry Greku - Editor and Publisher - GWP Magazines®

Is Australia Such a “Lucky” Country?

The definition of “luck” is a combination of circumstances, events, etc., operating by chance to bring good or ill to a person according to www.dictionary.com. Or in layman’s terms, when you get something for nothing.

I have always asked myself why the word “luck” is used to describe Australia. You can win a lottery – this is what we call lucky or do something completely illegal (e.g., arrive in Australia illegally) and receive permanent status – this could also be considered “luck”. In other words, luck is something that comes to us without any or substantial effort.

I cannot consider a Nation which has been working hard for the last 200 years to get to the point where we now define ourselves as simply a “lucky” nation.

These thoughts have crossed my mind a long time ago, but I decided to write this letter after I had the chance to visit a couple of East European countries which were previously part of the Soviet Union. I couldn’t believe how many changes there were in the last 12 years, some positive and some, unfortunately, negative. The vast majority of private enterprises were really well organised – great service and great food in restaurants with interesting themes.

Unfortunately, the government which is supposed to protect and serve the people is a major source of problems.

Government employees consider themselves to be running some sort

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of private enterprise where everything belongs to them and everyone owes them something. This includes fire brigades, tax officers, parliamentarians, ministers, presidents, etc. Cutting the long story short, tens of millions of smart, innovative and well educated people cannot put their lives together due to a social cancer which is total corruption.

Here in Australia, we are experiencing the most comfortable and well-established society which could be built on this planet. We can be disappointed with politicians from both sides of politics or upset with our suppliers, clients and employees or with other minor issues (e.g., traffic jams, a rude neighbour or the absence of available car spots in the shopping centre on Saturdays).

But looking at our Australian way of life from a global perspective – we are a happy Nation, not “lucky”. This “luck” was earned by the hard labour of many generations, real citizen freedoms and an open mind that did not allow our political system to rot. When businesses work harder to make more money, they boost the Nation’s economy. This is the formula of our success and “luck”.

After this trip I’m even happier to be part of this Nation and to call myself Australian.

Have a great day. Take care of yourselves and your clients.

Contributing Writers: Adam Goldstien John Glover Scott Tyler Nicole Baines Victor Prasad Steve Sebbes Shannon Donato Paul Maher Stephen Frost Robert Cliff John Hagerty Ian Fry Daniel Moisyeyev Art Director: Svetlana Greku Graphic Design: Xabier Goñi, XDesigns Photography: Francesca Surace, Stilz Fotografika Printing: Blue Star Print Group Limited Distribution: J&S Mailing Services Pty Ltd Business Resource & Lifestyle Magazine is published by GWP MediaTM and GWP Magazines® ABN: 82 096 352 064 www.gwpmagazine.com.au Sydney CBD/Sydney North Office: Suite 1.05, 10 Tilley Lane Frenchs Forest 2086 NSW Norwest Office: Suite 206, 10 Norwest Central, Century Circuit, Baulkham Hills 2153 NSW International Standard Serial Number ISSN 1837-199X Advertising Enquiries p | 02 8090 1730 e | info@gwpmagazine.com.au To Subscribe w | www.gwpmagazine.com.au

Copyright GWP Media and GWP Magazines® 2010.

The opinions expressed in this journal do not necessarily reflect and are not to be regarded as the official opinion of the editor, publisher or their agents.

All information contained within this journal is provided for general information purposes only and on the understanding that none of the content herein constitutes professional advice. The editor, publisher or their agents accept no responsibility for any claim, loss or damages arising out of or in connection with any materials contained in this journal. Readers should not rely on the publications in the journal and seek appropriate professional advice in respect of their own circumstances.

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great australian BUSINESS PEOPLE

Creating a

Bonanza How Mike Conway Helped The Wiggles

Mike Conway, Managing Director, The Wiggles

By Larry Woldenberg The fact that The Wiggles are one of Australia’s greatest success stories may come as a surprise. But pause for a moment to reflect on the fact that in 2009 only AC/DC and Kylie Minogue topped them in BRW’s annual list of our richest entertainers - not to mention the fact that The Wiggles were number one from 2005-2008! Now while it’s true that The Wiggles have created their own successes, it’s also fair to say that their Managing Director for the last 9 years, Mike Conway, greatly contributed to that fact. This is their and Mike’s story.

Let’s go back to 1991. There were no Wiggles then. Only three Uni students, Anthony Field, Jeff Fatt and Murray Cook who were studying at Macquarie University to become pre-school teachers. Prior to their academic careers, Anthony and Jeff toured in a rock band, The Cockroaches, during the Eighties and Nineties and produced five albums. One of them went gold and a second went platinum. Murray also played guitar but with other touring bands.

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Wags the Dog and Jeff

With backgrounds like this it was natural for the three to invite Greg Page a former roadie with The Cockroaches to help them (along with a few others) to record some high quality children’s music for an early childhood education project. They then employed theoretical concepts to enhance the listening experience of their intended younger audiences. For example, they decided to “operate from the premise that a young child has a short attention span, is curious about a limited number of objects and activities, loves having a job to do and is thrilled by mastering basic movements”.

The resulting album was dedicated to the death of Anthony’s niece Bernadette, who had died of SIDS three years prior. Everyone assumed it was to be a one-off project. The group used old Cockroach tunes, re-working them to fit the style of children’s music.

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Anthony explained that “Mr. Wiggles Back in Town” became “Get Ready to Wiggle”.

The fact that children like to wiggle as they dance helped them to decide on the name The Wiggles.

When one child’s mum gave their recording back to them after only one day complaining that she couldn’t stop her child from listening to the music, they knew something good was occurring. But no one ever dreamed of selling over 23 million DVDs/videos, 7 million CDs, and being broadcast in over 100 countries! Yet that was what happened in the years that followed. By 2002 The Wiggles had become the Australian Broadcasting Corporation’s (ABC) most successful preschool television program.

The story of their first music videos made to promote the above album is also of interest.

Everything was done on a shoestring. They produced it themselves for starters. Alongside the promo videos, they then went on to produce one of 40 minutes duration which contained their album’s songs. They couldn’t afford post-production editing. Instead, they used two cameras and visually checked the performance of each song. According to Paul Field, Managing Director of Production (Anthony’s brother), it took them less time to complete a forty-minute video than it took other production companies to complete a three-minute music video.

To help conserve finances they also used Anthony’s nieces and nephews as additional cast and hired the band’s girlfriends to perform in character costumes. Murray Cook’s wife made their first costumes. With their past connections in the industry, they managed to convince the ABC to distribute

great australian BUSINESS PEOPLE The Wiggles album in Australia. The album cost an incredibly low AU$4000 to produce and ended up in just one year selling 100,000 copies.

At first Field, Cook and Page began their teaching careers. During their vacations they then toured in unusual settings throughout New South Wales and eastern Australia.

Their first performance was at a pre-school in Randwick. They even busked in Circular Quay and toured Westfield shopping centres. Local pre-school audiences numbered 300400 and they split their proceeds when they played to local playgroups and nursing mother associations.

Unlike their counterparts in the music industry, the group kept a strict moral code with zero tolerance for drugs, drinking, smoking or bad language which extended to all their organisation’s employees as they later expanded. This fastidious approach also applied to licensing requirements. They would only endorse products that fit their image and stayed within the preschool and family markets.

Finally by 1993 it all got too much for them and the three quit their teaching careers to focus on full-time performing to see if they could earn enough to make a living.

them otherwise. So Lyrick started distributing their videos and promoting their tours of the US. While they started out touring churches and Blockbuster Video parking lots, they ended up in Madison Square Garden.

But their real breakthrough happened after September 11, 2001. New York City was catatonic after the attacks and sports teams, entertainers, etc., were all refusing to fly and cancelling their tours. But The Wiggles thought otherwise and performed in the event’s aftermath. The press heralded their bravery. There were 12 sold out shows at Madison Square Garden in 2003 and they even appeared in Macy’s Thanksgiving Day Parade. By then they had New York eating out of their hand as November 1 was declared “Wiggles Day” by the grateful city.

Their pro-social themes enabled them to also catch the attention of the Disney Channel which added their television series to its programming. All of this fed into extensive merchandising and the Toronto-based toy company Spin Master took on their entire range of toys, clothing and other children’s products.

One interesting fact was that while The Wiggles attempted to produce music in other languages, they learned that foreign viewers in other countries appreciated their songs and programs as vehicles for their children to learn English.

According to Fatt, “it was very much a cottage industry”.

They did all their road chores themselves using Fatt’s van while towing a trailer with borrowed equipment. Fatt was the bookkeeper for the first several years using a home computer. All their merchandising of albums, toys and t-shirts was done out of a suitcase from the back of their trailer. In what proved to be great foresight, they financed everything themselves, keeping all their song, video and album rights.

To help their child audience differentiate the different Wiggles, each actor wore a different coloured shirts. Greg wore yellow, Murray red, Jeff purple and Anthony blue. They also developed distinct mannerisms to serve as character traits. Greg performed magic tricks, Murray played the guitar, Jeff fell asleep and Anthony was hooked on food. These caricatures like the uniforms made them easily distinguishable for children.

As demand grew and the number of live concerts as well, they decided to produce a new album and video each year as well as touring to promote it. By 1995 they were breaking sales records and in 1997 Twentieth Century Fox came out with the feature-length film The Wiggles Movie which became the fifth highest grossing Australian film for the year 1998.

Their choreographer Leeane Ashley helped them with their movements while they played music. Dancing became more a part of their programming when Anthony Field’s oldest daughter Lucia was born.

That same year Lyrick Studios, who produced the successful US TV series Barney & Friends, considered sponsoring The Wiggles. At first Lyrick was skeptical due to the band’s Aussie accents, but audience testing convinced

Now it was about this time that The Wiggles needed some serious organising. They were still producing out of Rozelle in rented facilities and going outside for editing and post production. While this was happening Mike Conway who was working first for Ernst Young and then Standards Australia, met Greg Page at the Baulkham Hills school attended by both their children.

There was an immediate bond through a mutual love of cricket and music. But it was Mike’s vast corporate experience which made him a natural tie-in to The Wiggles.

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The Wiggles in the US

how

Christmas S

Now we need to digress a little to explain Mike’s background and working business philosophy to understand the perfect fit.

Just as The Wiggles were interested in social themes, so Mike studied healthcare, public administration and social sciences in the UK. Public healthcare became his primary interest, but he soon worked for Christie’s valuers and auctioneers involved in the purchase and consolidation of childcare centres, nursing homes and hospitals. He went on to advise Ernst and Young in hospital management and became employed in large projects involving the

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same. One such job was assisting the Nottingham City Hospital which had 4500 employees. Considering the National Health Service had one million employees and the total population of the UK was 60 million, the whole field of healthcare was gigantic in its proportions.

So it was here that Mike learnt about leadership. What he learned first and foremost was that leadership changes according to the problem at hand. This translated to a team environment where everyone has the right to explore. Open thinking was promoted.

As a problem solver, Mike learned that things get done through people and that no one person could run such large organisations.

The CEO of Nottingham City Hospital, for example, couldn’t decide who had priority on the surgery lists. This was the domain of the surgeons and specialists.

Mike never considered himself to be a boss.

He saw that people managed one another rather than he, himself, managing them. He calls this socialisation. “I’m the conductor of an orchestra. I’m not the great flute player. If the business is doing well, you don’t need to see me too much,” he explained.

great australian BUSINESS PEOPLE To continue the orchestra analogy, he continued: “At any particular time someone else is the leader. In an orchestra, different instruments lead at different times. You don’t notice a good conductor. But if someone is out of tune, that’s when the conductor adds value. In this situation, no one is permanently on top. It depends on the needs of the moment.

“My role is to understand dynamics. I have to see the whole team and how it works.

had the pleasure of working with him for 3 years. My role was to prepare budgets and to do all the financials for the Children’s Hospitals. I helped, for instance, to improve the performance of their operating theatres.

“Then in 1995 I was headhunted by Deloittes.

They sent me to New Zealand on another massive project but it wasn’t good for my family as I was away 80% of the time.

“However, during this period I continued

had to create pools of experts in the relevant fields. We also did training programs to turn businesses into surviving ones.

“My connection to The Wiggles started while I was with Ernst Young. I met Greg Page before he was forced to retire with health problems. He asked me many questions relating to business issues and when I worked for Standards Australia he began asking me about safety standards for road travel. Questions like how to manage health

The Wiggles US Tour

If something is off, I’ll ask others ‘What do you think?’”

It was Ernst Young who brought Mike from the UK to Australia in 1993. He ended up working with Dr John Yu (who became Australian of the Year) on transferring and expanding the Children’s Hospital of Camperdown to Westmead.

“This relationship taught me about leadership. Dr Yu’s clarity of vision, his absolute commitment to the cause, his high standards and his calmness in the face of adversity were something to behold. And I

to perfect the concept of Parallax where you see something from lots of different viewpoints resembling a three dimensional understanding of a problem.

“Then in 1996 I switched to Standards Australia where I remained for the next 5 years developing standards for everyday life. I worked on lots of interesting projects developing guidelines for everything from lifts to doors to corridors. I learned how you manage a business most efficiently, environmental standards, etc.

“To accomplish so many diverse aims we

Murray and Anthony

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be negotiate with the banks, etc. In short, everything needed re-structuring. So we first had to figure out what the group’s personal goals were and what The Wiggles’ goals were.

“Everyone knew the children were the focus and that there was no one star of the show.

But it took a while to get grounded. So one of the first things we did was to reduce the number of daily shows. This resulted in bigger audiences as well. Then we focused on building the brand and delivering it on a multitude of platforms including TV, Digital, DVD, CDs and Gaming.

“We even got involved in Theme Parks. In September 2005 Queensland’s Dreamworld opened a Wiggles World section including a Big Red Car ride and a full set for production purposes. The group received licensing rights and scrupulously reviewed all facets of the operation. Dreamworld’s staff even had to submit to a Wiggles Boot Camp to learn their strict codes of conduct relative to dealing with children and their parents.

“The experiment proved so successful that Six Flags decided to emulate it in the US. Sam and safety standards in an auditorium? How much should one man lift and load? How is the best way to do it? How do you manage amplifiers safely, especially in the presence of children?

“I ended up doing a strategy session with the four Wiggles about where they should go and their goals. As their trust in me built, they soon made me a job offer. I decided to accept since I love the whole music field anyway being myself a musician. So I started formally in September 2001.

“I couldn’t believe what I first encountered.

Here were four blokes working from a small office in Rozelle making millions of dollars and working non-stop. At the time they had just been cut from Channel Seven but were with the Disney Channel and not yet the ABC. One of the first things we did was to re-negotiate our contract with Lyrick Entertainment.

“But the big task was to find a larger property. Priorly the group was focused on the coming 12 months, winging it year by year. This had to change. We needed a long-term focus, minimally 3-5 years.

There were IT considerations, the Internet, financials needed formalising, we needed to

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Soon Wiggles World became a standard in all their Theme Parks emphasising family involvement.

“It was about this time that tragedy struck as Greg Page suffered health issues and had to retire from the band. Luckily, he (like all the other Wiggles) had an understudy. Sam Moran had a background in musical theatre and had already stood in for Greg over 150 times. So the transition was fairly smooth.

The Wiggles had to change their way of recording with less improvising while Sam got up to speed with the songs everyone else already knew. But they slowly educated each other and by 2008 Moran was featured in his first DVD. “By now there was also a whole host of accompanying characters and new shows as well. These included Dorothy the Dinosaur, Captain Feathersword, Henry the Octopus, Wags the Dog, etc.

“So the needs to find new facilities to integrate everything was bigger than ever.

My background really came in handy at this point, for I recognised the need to be physically closer together. We weren’t

great australian BUSINESS PEOPLE an autocracy. There were so many cocontributors that the need to be under one roof was obvious. So we started looking for a new place.

“The actual move occurred in 2006, but discussions were initiated in 2002 and the planning took place in 2004.

“At first we thought of renting a studio in Pyrmont but that didn’t work because we still needed post-production and editing facilities. Eventually we settled on Norwest Business Park. It seemed an odd idea at first, but the advantages were multi-fold.

Transportation to and from wasn’t a problem being only 30 minutes from the Sydney CBD with 24/7 access and no parking problems.

This meant we could work uninterruptedly.

“What we started with was a huge empty space. This gave us the ability to completely design and build our own fully integrated facility. It took a full 12 months to find, plan and design. But when it was finished we ended up with a State-of-the-Arts facility where we could rehearse, film and record, edit and post-produce. There were even shower facilities with changing rooms for the actors and an in-house cafeteria. All admin was housed. It was perfect.

“Oddly enough, we’ve been visited by many other entertainers who’ve commented that they’ve never seen such a complete facility in one place before. We also had all the sound studios fit out with State-ofthe-Art design and equipment. It was a producer’s dream. We even have a distribution department for all The Wiggles’ merchandise where Internet orders come in daily from all over the world,” Mike concluded.

One visit to Hot Potatoes Studio will convince anyone of the camaraderie that exists in The Wiggles organisation which now employs over 25 people fulltime. You would be hard placed to find a time the whole facility doesn’t have someone working away at some aspect of The Wiggles’ needs.

They also do a tremendous amount of charity work. In February 2008, for instance, The Wiggles were named as UNICEF GOODWILL AMBASSADORS joining the ranks of Shakira, David Beckham, Nicole Kidman and Roger Federer. This role focuses on numeracy and literacy as well as sanitation in working with needy children across 150 different developing countries as well as in Australia’s Northern Territory to improve access to clean water, healthcare, education and food.

Typical of The Wiggles’ schedule was a May 2008 benefit concert held at the Sydney Entertainment Centre in May 2008 featuring The Wiggles performing duets with some of Australia’s top talent including Jimmy Barnes, Kate Ceberano, Leo Sayer and John Paul Young. The concert raised over $110,000 for UNICEF. As songwriters and recording artists, The Wiggles have also been recognised by their peers, winning three prestigious APRA song writing awards for Best Children’s Song of 1994, 1995, 1996 and 2007 as well as being awarded the prestigious International Award for their success overseas.

So accomplished is the Group that personalities and bands as diverse as Kylie Minogue, Metallica, John Fogerty of Creedence Clearwater Revival, and Cold Play have all acknowledged The Wiggles’ genius and accomplishments.

While we could go on and on about The Wiggles and Mike, sadly we’ve run out of space. So let’s just put our hands together as Business Resource & Lifestyle commends the entire Hot Potatoes Studio and The Wiggles for an incredible contribution to children and their families world over and to the entire Australian nation as a whole. Who else can boast of such an accomplishment? G

The Wiggles with Kylie Minogue

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Publisher’s GUEST

Publisher’s Guest

Matthew Elliott Head Coach, Penrith Panthers NRL Team with Dmitry Greku, Publisher/Editor, GWP Magazines.

Coaches shouldn’t be considered normal people. Who would honestly put themselves through the heartache and stress of coaching elite athletes, some as young as 17 through to the “old players” ranging from 28 years onwards, while sitting on the sidelines working towards the games greatest prize knowing if they fail it’s their head that is on the chopping block?

Matthew Elliott has survived those pressures of the NRL and is a holistic coach when it comes to the Panthers. Matt also takes an interest in the business side of the club as he offers thoughts and ideas towards business strategy and development.

DG: What are the reasons behind the success of the team as you see it?

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ME: I have a strong belief that you can’t achieve or have a high level of performance with out talent. I think for the first time that there is a genuine presence of talent right across our squad and for a long stretch of the season it’s been a competitive environment where that talent has had to perform to stay in the first grade team. That talent is prepared to compete at the highest possible level which is achieving results.

DG: Excluding the talent of individuals within the team, what have you done differently to get the club moving forward?

ME: Like any profession, your preparation has to evolve as the competition evolves.

A lot has changed, in particular the players have taken more responsibility in creating the

environment and more responsibility in giving feedback on performance and preparation; a lot of it has been player empowerment.

It’s not because they have been given that responsibility, it’s because they have chosen to

Publisher’s GUEST take it. You’ve always got to get the balance right between it. From a leadership point of view it’s handing out that responsibility to a right level; there’s little point giving it out if they aren’t capable of using it. Equally, you can’t keep it away from them if they are ready to do it and this group I have right now is more than capable of taking on that additional responsibility.

higher level and recognised that he does belong there.

DG: Do you see the results that are being achieved having been influenced by support programs around your staff and the playing group?

DG: What forecast and future plans do you hold for the team/club?

ME: There are two answers to that. The nature of elite sport is like the nature of elite business really. For us we need to become more involved in the community and I have a strong belief that by us doing that, not only do the players benefit in personal and professional development off the field, but outside interest and outside stimulation also helps them in their playing and in their preparation and their ability to absorb information. It makes them well-rounded people. You can’t be an outstanding player and an ordinary person; you need to be equally outstanding in both areas.

DG: Who, in your opinion, are the best players for the club this year and why?

ME: I think in answering this question, I try to identify players that have made the biggest difference. Now guys like Luke Lewis, Petero Civoniceva and Trent Waterhouse have a level of performance that is of the highest level and it does raise the team’s performance and those levels of performance have been there for a while.

I think another player on that list is Kevin Kingston because he has come in and been the catalyst for some unity and unison in our play and our team. He’s a very selfless player, a selfless person and he’s had a massive impact across the team.

ME: Footy is an interesting thing there. One is you want to consolidate the lineup that we have now because there have been a lot of changes in the last 3 years. We certainly want to consolidate but we also need to stimulate the environment with some new players as well. It’s getting the balance of that right – keeping the core of the squad together but stimulating them with new people. That injection of new talent and new personalities re-invigorates the group.

The one thing we need to do as an organisation and we haven’t quite got at the moment is a surge of young, highly talented players coming through. We’ve dredged out the Michael Jennings, the Lachlan Coote’s, the Tim Grant’s and all of the other young players that have emerged from our juniors, and we need another crop of them coming through. At the moment while there are some young talented players coming through, there isn’t anyone sticking their hand up of the same quality of those players

ME: I really feel that on the field we have progressed a lot and I’d like to feel that we’re recognising now that the old way of doing business by sponsors just sponsoring and players just playing has changed. I feel that our players are really well-equipped and need to be a part of the community and need to be a part of the business community.

Equally, the business community and sponsors need to understand that we are dealing with young people who are developing in that area and, with the opportunity, it’s been shown that a shy kid like Michael Jennings when asked questions in the media handles himself really well. Lachlan Coote too. Lachlan was a shy kid from Windsor and now when asked questions handles himself really well.

Given the opportunity, our players can bring credit to the club and themselves but also to businesses as well. I’d like to invite business to get our players involved with them in a marketing sense but also in a personal development sense as well.

DG: I would like to thank Mathew for his time and wish him and Panthers great achievement in the future. I also, as a Gold Sponsor for Penrith Panthers, encourage business people to take advantage of Panthers Sponsorship Packages for your own pleasure and a great entertainment for your clients.

The ones that have made a big difference to me are Lachlan Coote who has emerged as an unbelievable talent. He is very coachable and he’s very team oriented. The other player I would put into that category is Michael Gordon who through representative selection has realised that he isn’t just a first grader, he is a very very good first grader.

And sometimes as much as we would like to reassure Michael he is a player of that level and we’ve been talking to him about it, the actual confirmation that he is a State of Origin level player and can compete at it has taken Michael to a new level.

One is a young player that has emerged and found that he can cope at a first grade level, and the second is an established first grader who has been in first grade for a while but probably placed limitations on himself until he has been given the opportunity at the

I’ve mentioned. Those young players also re-invigorate the group and bring freshness to the club.

DG: What would you like to say to sponsors and supporters?

For more information on Sponsorship or player marketing opportunities, please contact our good friend Scott Hudson, Corporate Partnerships Executive – scott. hudson@panthers.com.au, (02) 4725 6413 or 0418 797 637. G

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BUSINESS BANKING

The Next Retail Revolution Contactless payments are set to transform consumers’ experience at the checkout and revolutionise the retail landscape. The Commonwealth Bank’s Bernard Tanner explains what to expect.

Have you ever missed the first score of the second half — or the first aria of Act III — because you were standing in line at the bar while someone fumbled for change?

Experiences like that could soon be a thing of the past thanks to a new generation of contactless payment systems.

They’re destined to speed customers through the checkout and change the way we shop forever.

It’s the biggest innovation in retail payments since the introduction of the credit card.

And it’s coming soon to shops and venues all over Australia.

How it works Designed for small, high volume transactions, contactless payments use a credit card equipped with a special embedded chip and a small antenna. Once the sale has been rung up, customers simply tap their card against a contactless card reader at the point of sale then walk away.

Provided the transaction amount is under a set limit, there’s no PIN to enter and no slip to sign. So customers enjoy the convenience of paying by card with a super-fast transaction time.

Right now, there are two contactless card systems in Australia — MasterCard’s PayPassTM and Visa’s payWave. The same readers can be used to process both. All new and reissued Commonwealth Bank MasterCards are now PayPass enabled.

What about security?

Contactless payments offer the same level of protection as normal credit card payments.

If there is fraudulent use of the card, the consumer has the same right to dispute transactions even though they don’t use a PIN or signature. The merchant also has the same protection as if there were a signature

18 GWP Magazines | Issue 32 | September / October 2010

or a PIN. Because the same card scheme rules apply to contactless payments up to a limit, retailers aren’t at any higher risk of a charge back. Currently, the limit is $100 for payWave and PayPass, Above that amount cardholders need to provide a PIN or signature.

How contactless payments could transform your business It isn’t until you think about the benefits for merchants that you begin to see how contactless payments could transform the retail landscape. There are four key benefits: 1. Speed. A contactless card reader linked to a point of sale system can process transactions in two to three seconds compared to 10 to 15 seconds for cash.

2. More transactions. Just as with credit cards, you can potentially attract customers who would otherwise walk on by because they don’t have any cash in their pockets.

3. Larger transactions. It’s well known that customers who pay by card spend more and contactless payments are no exception. When MasterCard ran a series of case studies, they found that PayPass transactions were between 28% and 42% larger than cash transactions.

4. Less cash on hand. Because contactless systems are designed to replace small cash transactions, they enable you to keep less cash on your premises. Not only does that make your business more secure, it also reduces the scope for error during cash handling and cuts the time you and your staff spend in bank queues. Reconciliation is easier, too.

How to get started If you’re interested in accepting contactless cards in your business, it’s surprisingly easy to get started. Provided you have a recent model EFTPOS terminal, all you need is a contactless card reader plus the software to run it. The software can be loaded remotely overnight while the reader simply plugs into your existing terminal.

For best results, use it in conjunction with an EFTPOS terminal integrated into your point-

of-sale systems. That way you don’t have to rekey the amount into the terminal before the customer pays, giving them a faster and more seamless experience at the checkout.

One thing’s for sure — the contactless payment revolution is only just beginning.

The real transformation will come when consumers can use a single contactless device for multiple purposes. G

Bernard Tanner is the Chief Operating Officer of Commonwealth Bank Local Business Banking, a specialist division dedicated to the needs of small business clients. Bernard has more than 20 years experience in the financial services industry, including roles in financial and management accounting, banking and stockbroking.

Full terms and conditions, including fees and charges, are available on application.

MasterCard is a registered trademark and PayPass and Tap & Go are trademarks of MasterCard International Incorporated.

Commonwealth Bank of Australia ABN 48 123 123 124.

Rob Darroch Executive Manager, Norwest p | 02 9849 6240 m | 0434 221 624 e | rob.darroch@cba.com.au Dallas Whitehead Executive Manager, Parramatta p | 02 9151 8019 m | 0404 845 615 e | dallas.whitehead@cba.com.au Trevor Williams Executive Manager, Penrith/Wetherill Park m | 0414 813 147 e | williat3@cba.com.au

There’s no substitute for local knowledge. And we’re as local as it gets.

Your Commonwealth Bank team has the local expertise and knowledge to help your business succeed and meet your personal banking requirements. To put us to work for you, give us a call today.

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Mardie Constantino Norwest Branch Manager 02 9849 6200

0414 813 147 02 8815 0606

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GWP Magazines | Issue 32 | September / October 2010

19

business ADVICE

Adam Goldstien, Wealth Adviser - Skeggs Goldstien Associates

It’s All about Implementation!

At the start of any business venture we are all passionate, committed and believe that we have the necessary skills to create a successful business. The same can be said for those businesses which have already achieved success during their evolution.

But why is it that some businesses enjoy high levels of success whilst others fail?

It depends… and the answer will be different in every circumstance. Many factors and sometimes several factors can contribute to the demise of a once promising or even successful business.

implemented with due regard to deadlines and the responsibility of each individual involved must be clearly documented.

The implementation plan must form an integral part of the business plan and the owner must have a clear idea of the practical impact of his business ideas.

Steps • Establishing the business objectives • Defining and assigning the tasks needed to attain the objectives set

But who is going to keep you accountable?

In Issue 30 of Business Resource and Lifestyle we discussed the importance of being accountable to your business and the role an advisory board will have in ensuring you remain accountable back to your business. This is an important aspect of keeping you accountable. The advisory board will ensure your business plan is being implemented through continual monitoring and that it is updated to ensure that the decisions you make and the advice you receive are all focused on the issue of growing your business and executing your plan. G

• Setting out a timeline • Monitoring activities and progress

One thing we have seen during our years of working with business owners is that a considerable amount of time has generally been spent on the development of a business plan outlining the business vision, mission statement, service proposition, strengths, weaknesses, timeline and a set of actions. But in a lot of cases the business plan generally gets put on the shelf or in the drawer and forgotten about.

From our experience, the difference between a successful business and a mediocre business is the execution and implementation of the business plan. It is the implementation of the plan and not the plan itself which is important.

You may have the best-laid plan but if you don’t act on it or implement it you cannot expect to grow your business or reach your customers and, if you cannot pay your bills, you will fail.

So what is involved in implementing the business plan?

Business plan implementation puts theory into practice. If theory and practice do not come together, the plan will remain on the drawing board. The business plan must be

20 GWP Magazines | Issue 32 | September / October 2010

Objectives The objectives must be clearly and concisely set out whilst at the same time they must be realistic, demanding but achievable.

Tasks The tasks must be listed with the individuals responsible for completing each task. They must be simply and clearly stated and need not be oppressive. The results envisaged should outweigh the time and effort devoted to the tasks.

Timeline Each task and its duration must be framed within a clear timeline. The result clearly displays all the activities necessary with their deadlines.

Monitoring Activity and Progress During the monitoring process delays must be highlighted. This stage identifies and rectifies the delays.

Within a business plan several implementation plans may be needed such as product planning, sales and marketing, solving financial problems and human resource management.

Skeggs Goldstien is fully equipped to provide business owners with all the necessary tools and accountability to drive a business forward from the development of a Business Life Plan to the implementation of the plan to ensure you achieve success.

Please call us to arrange an initial obligation free consultation on how we can help you succeed in business.

Remember, if you want to be successful in business it is the implementation of the plan and not the plan itself that is important.

Skeggs Goldstien Associates p | 1300 753 447 e | admin@sgapl.com.au w | www.sgapl.com.au

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GWP Magazines | Issue 32 | September / October 2010

21

business advice

John Glover, Director - Pendragon

E-mail vs Phone Over the last decade computers and their systems have become extremely advanced but has e-mail become too used?

must be used. Otherwise it’s a problem.

It will escalate and be complicated and sometimes curt e-mails will start being sent by both parties.

We must be careful how we use technology, it’s not the magic answer; it’s just another tool to help us achieve what we want to do.

Millions of e-mails are sent each second and we all send them back and forward each day. Are we getting to the point where the e-mail is being sent when it would be quicker, yes quicker, to use the phone?

Once a misunderstanding of an e-mail has happened lots of things go wrong and it’s hard to get the client back on your side.

They will have a sour taste in their mouth and business is lost. Worse still, your company’s reputation is damaged and that’s the hardest part to repair.

Also once you put it in writing it’s there forever. As for Facebook, Twitter, etc., I will leave my opinions of these tools to another day. But I will say one thing, make sure you are using them in a most professional way as they will become the face of your company.

Just like e-mails they can be the first point of contact, so if it’s not a good response or first contact you will not engage.

Comprehension of e-mails E-mails are flat and not written necessarily with any rules and we don’t know how they will be read from the other end by a third party. Comprehension - most e-mails are not written with comprehension in mind.

One Phone call clears up any confusion How many times has an e-mail gone backwards and forwards without a result or understanding of what is meant? One phone call can clear up any confusion and if that still does not make it clear, then a face-to-face meeting is the only answer.

When you are on the phone the explanation and answer will happen within a few words.

If someone does not understand what you are trying to say, you will say it again in a different way and then again in a different way until it is understood. Usually after three attempts over the phone, taking very little of your time and energy, the issue is solved. Of course this can be followed by a confirmation e-mail if required, confirming what was discussed.

Two e-mails either way - max In my opinion you don’t want any more than 2 e-mails going each way without a result.

If the other person on the receiving end of the e-mail does not understand what you mean or what you are trying to say after two e-mails each way, then the phone

22 GWP Magazines | Issue 32 | September / October 2010

Facing the truth or a problem E-mails are used all too often to get out of facing the truth or a problem, while the phone makes you face the situation and understand why the client is not understanding or not working with you.

E-mail is not the answer to running a company. We are human beings, we need contact and we want to think people care.

Why do we still go into shops to look at the product and discuss the purchase with someone who knows about the product?

Comprehension of the written word Comprehension of the written word is far harder than talking to someone about the situation and if we see one another face-toface, we can see reactions in one another’s face and this helps one hundred fold to work out what is required.

I believe one phone call can get rid of 5 to 10 e-mails and one meeting face-toface will get rid of even more.

Just think of a shop. It encourages you to come in. It does not matter what it sells; it encourages those people who are looking to purchase that particular product. If you had a blank brick wall as the front of your shop, do you think people would come in? ...Unless you are selling Bricks… G

By all means please call me to discuss this as it’s only a page of writing. Just like in an e-mail, I may not have explained myself correctly.

Talk to us...

Pendragon p | 02 9407 8700 f | 02 9407 8701 e | info@pendragon.net.au w | www.pendragon.net.au MARN 0105060

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23

Feature

Ian Fry - Frys Energywise

Commercial Building Disclosure – How will It Affect You? From the 1st of November 2010 prospective buyers and tenants of office space will be assessing a property in a whole new way.

That’s because the Commercial Building Disclosure scheme (CBD scheme) will commence on that date following the passing of the Building Energy Disclosure Bill 2010.

The aim of the scheme is to ensure that credible and meaningful energy efficiency information is given to prospective purchasers and lessees of large commercial office space.

The scheme requires owners and lessors of commercial office space with a net lettable area of 2,000m² or more to disclose the energy efficiency rating to prospective purchasers and tenants when the space is to be sold, leased or subleased.

In the recent press release by Minister for Climate Change and Energy Efficiency, Senator Penny Wong welcomed the passage of the Building Energy Efficiency Disclosure Bill.

“This scheme will drive energy efficiency in Australia’s cities and towns by introducing a market incentive for upgrades in large commercial buildings,’’ Senator Wong said.

“A better informed market will drive demand for energy efficient offices and investment in Australia’s commercial building stock.

“These are important milestones for Australia as we move towards our clean energy future,” Senator Wong said.

Get ready! It all starts this year.

24 GWP Magazines | Issue 32 | September / October 2010

For the first twelve months of the scheme, the legislation contains transitional provisions (that is until 1st November 2011).

During this period a valid National Australian Built Environment Rating System (NABERS) Energy base or whole building rating can be disclosed. Sufficient until the end of the transitional period, the NABERS Energy star rating will also need to be disclosed in any advertisement about the sale, lease or sublease of the office.

Full disclosure in 2011 The requirements to disclose the complete Building Energy Efficiency Certificate (BEEC) will commence in the second year of the scheme (around October 2011) and will include three components: 1. A NABERS Energy base building rating 2. A tenancy lighting assessment 3. Energy efficiency guidance The BEEC will be valid for up to 12 months.

At the time of disclosure, the certificate will need to be valid, current and registered on the scheme’s online central registry, which is currently in development.

All business should consider a NABERS rating NABERS provides you with a simple indication of how well you are managing the environmental impacts of your premises compared with your peers and neighbours.

It also enables environmentally responsible businesses to communicate their high standards of performance in protecting and conserving our environment and provides real evidence of their commitment to the triple bottom line.

The NABERS suite of rating tools measures performance on a scale from 1 to 5 stars with 2.5 stars representing market median

performance. A 5 star rating demonstrates market-leading performance, while a 1 star rating means the building is performing well below median market practice and has considerable scope for improvement.

Advice for building owners • Energy use and sustainability considerations are increasingly becoming part of decisionmaking processes. A NABERS Energy base building star rating gives building owners a useful snapshot of their building’s energy efficiency. If you are thinking of selling, leasing or subleasing after 1st November 2010, it would be a good idea to soon go ahead and get a NABERS rating. NABERS ratings can take some time to complete, so it’s best not to leave it too late.

Advice for tenants • A NABERS Tenancy rating provides you with creditable and valuable information that will help you reduce your energy and water costs. You can promote your rating to your customers and staff, thereby displaying your commitment to the environment – not to mention the energy and water savings you will no doubt achieve by having your staff more aware.

Frys Energywise has qualified NABERS assessors that can take the hassle out of the Government’s new regulations and help your office become more efficient and environmentally aware. For more information, visit the website and make an appointment to work through it together.

It’s easy when you comply with Fry. Frys Energywise p | 02 9899 2825 e | getwise@frysenergywise.com.au w | www.frysenergywise.com.au

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GWP Magazines | Issue 32 | September / October 2010

25

TELECOM

Steve Sebbes, Director - Telstra Business Centre Hills/Northern District

Remote Working Mobilising the workforce has become a critical part of the business success in Australia. Here’s a snapshot of the ways in which Telstra is helping to free the workforce from its desks, boosting productivity and business efficiency.

Gaining a competitive edge in business is widely regarded as vital to any successful business plan – and the current push for better productivity has seen a range of different options presented to the Australian business community.

One of the largest shifts in how we work revolves around the concept of where we work. Remote working is more than just a catchphrase – it is rapidly becoming a fundamental element for business success.

Telstra Business recognises the need to move with the times by offering sophisticated solutions to meet the rapidly changing needs of a mobile workforce.

From wireless data access capabilities to the emergence of Smartphone technology, the days of having a workforce chained to desks are long gone. Increasing numbers of employees work remotely and this has become a critical factor for business success in Australia. As the workforce’s social needs change, so must the workforce environment. We are no longer tied to the office. We’re just as likely to be out on the road.

Because not every business is the same, the needs of a mobile workforce differ from business to business. For some, simply being able to take calls as well as access emails and synched calendars on a Smartphone is enough to keep them on the road and in business. For others, a more complete mobile solution is needed with full internet, data and business network access – and that’s where a Telstra Elite Modem is ideal.

26 GWP Magazines | Issue 32 | September / October 2010

Online, on the go The Telstra Elite Modem works as simply as plugging the USB into a laptop, providing high-speed internet access. The Telstra Elite Mobile Broadband USB Modem provides customers with the fastest download speeds in all metro and selected regional areas covered by the NextG network. The Telstra NextG network is more than two times larger than the nearest competitors’ 3G network in Australia. The network also covers an incredible two million square kilometres and 99% of the Australian population.

Tailored Solutions Because there are different solutions for different business needs, choosing the right path is crucial. That’s why it is important for a manager to discuss their workforce’s needs with their Telstra Account Executive letting him/her help to tailor a solution that will fit both the company’s business model and their budget.

Due to the speed at which mobile technology is evolving, there are many opportunities for businesses. That’s why a lot of business operators are actively

Remote working is more than just a catchphrase – it is rapidly becoming a fundamental element for business success The speed of the Telstra Elite Modem means that remote working is becoming a much more viable option, as the workforce can use VPN access to business intranets and servers while they’re on the road and connected to the Telstra NextG network.

Telstra’s commitment to using the latest in technology is the result of a clear purpose and vision in the industry. The benefits of high-speed mobile internet access for business include a significant reduction in turnaround times for communications.

By allowing members of the workforce to access their own corporate data network at broadband speeds when they are out of the office, the gains in productivity can be enormous. By removing the need to return to the office to access documents, view images or video, or send and receive emails, the workforce can remain plugged in and on the move.

looking for proven business partners to go on that journey with them. The solutions are not one size fits all – which is why we work with our customers to tailor a solution to fit their specific needs. G

Telstra Business Centre Hills/Northern District operates Monday to Friday Norwest Business Park H137, Ground Floor, 24 Lexington Drive, Bella Vista NSW 2153 p | 1300 721 400

GWP Magazines | Issue 32 | September / October 2010

27

business advice

Stephen Frost, Managing Director - BREED Local Community Partnership

We are Responsible for Our Next Generation of Workers Whilst 80% of youth look to their parents for career direction, only 20% of parents believe they have the skills to assist. Most youth are more likely to follow information they are given by their friends’ parents than their own parents.

This means that everyone in the workforce has the responsibility to assist our youth with their employment and career options and decisions.

How can you help?

As parents, grandparents, relatives or neighbours there are a number of actions we can take to assist our youth to make informed decisions about their future: • Rather than directly ask “what are you going to do when you leave school?”, encourage conversations about career options. For example, use the opportunity when a news items or television series features various careers or when the local TAFE or University Open Day is approaching to open up a discussion.

• Focus on achievements – but not just at school. Acknowledge their efforts in all their activities – participation in sport, community activities, setting goals and achieving them.

Show them you believe in them!

• When a teenager begins to express an interest in a particular career, if possible, help them to establish links with someone in that field.

• Talk to your teenager about your own experiences of work and study and your reasons for your choice. Discuss the problems you have faced and how you addressed these. Speak openly about the positive and negative aspects of the jobs you have done.

28 GWP Magazines | Issue 32 | September / October 2010

• Encourage your teenager to consider selecting a vocational subject (referred to as “VET”) as a year 11 and 12 option. This may be counted towards their “ATAR” (Australian Tertiary Admissions Ranking) whilst providing the opportunity to obtain a dual accredited HSC subject with a nationally recognised AQF Certificate in a vocational subject with practical experience in industry. This could also provide advance standing in future tertiary study and employment opportunities.

the young person but also an opportunity to develop the supervisory and communication skills of existing staff as well as to identify potential future employees.

• Remind your teenager that there are always new jobs being created and that skills can be applied to different areas of work, so they should always keep their options open and consider new areas of work and interests.

Remember, there are many pathways to a chosen career. Young people can undertake certificate courses followed by diploma courses which can lead to further studies at university later on in their lives to progress their career. G

• Encourage them to talk with their career or year advisor. All schools have many resources to assist youth with their career choices.

How can employers help?

Employers can make a valuable contribution in assisting our youth make the right choice about their future career, including: • Investigate ways you and your staff can work with local schools to talk with the students about your industry, • Open your doors – have open days and evenings and invite local youth and their parents into your premises so they can see your industry first hand, • If you have apprentices, trainees or young people working for you, encourage them to be an advocate for the industry. Allow them to talk at local schools or career markets.

This will not only be persuasive for their peers but good personal development for your younger staff, • Participate in school work experience and workplacement programs allowing students the opportunity to work in your industry for a week. This is not only a great opportunity for

• Consider employing a school-based trainee or apprentice. This allows the student to complete their higher school certificate whilst concurrently completing a vocational traineeship or the first year of their apprenticeship.

If you want more information on how you and your organisation can become more involved with assisting our local youth with their career transition and become our next generation of workers, contact your local School Industry Community Partnership Brokers.

Members

Blacktown admin@breedcp.com.au p | 9853 3247

Parramatta info@parrasip.com.au p | 9633 7100 Penrith info@schoolsindustry.com.au p | 4725 0310

GWP Magazines | Issue 32 | September / October 2010

29

business ADVICE

Scott Tyler, Managing Director - Brightblue Marketing

5 Ways to Get Your Business Found Online As you read this article prospective customers are searching for your products and services online. What are the chances that they will discover your business?

Not so long ago businesses reached their prospective clients through traditional marketing methods such as print advertising and trade shows. Now your customers are starting their shopping experience by looking on the internet, utilising search engines, reading the blogosphere, and exploring social media sites.

In this article I describe five ways you can increase the chance your business is found online.

1. Search Engine Optimisation (SEO) Search engines such as Google rank websites in their search results according to relevance to search terms. This relevance is calculated by looking at both on-page factors such as your site content and off-page factors in the form of inbound links to your website. Offpage factors are considered the biggest influencers in improving a website’s search engine ranking.

The expertise required to optimise your web site for search engine ranking is not typically found with your regular design or website development company. Engage an online marketing specialist if you are serious about being found on the web.

2. Pay Per Click (PPC) Pay per click (PPC) is Internet advertising for web sites. When a prospective customer clicks on your online advertisement, it directs them to your website. You pay each time someone clicks on the link in your online

30 GWP Magazines | Issue 32 | September / October 2010

advertisement. Once again, for advice on how to use PPC advertising for your business consult an online marketing specialist.

3. Blogs A blog is a website that allows for regularly posted content or articles. It is a great way to get your business ‘found’ online. Google will periodically crawl websites looking for new and updated content. Sites that have more frequent updates are given preference when it comes to page ranking. Blogging consistently ensures there will be fresh content on your site.

4. Social Media Embracing social media can be a sure-fire way to get found online if done correctly.

Social media is content that is published online with a social component. It is like networking, only in an online environment.

The objective when it comes to social media is to meet people, start conversations, create relevant content and share it across the various social marketing channels such as Twitter, Facebook and LinkedIn. You can direct traffic to your web site when sharing information with your online social network.

5. You Tube The use of video as a platform for sharing information online is becoming more widespread. Not only is it a far more effective way to communicate key messages, it can also increase your chance of being found online.

Online video can be optimised for search engine ranking. Given that YouTube is by far the most popular video website, you should be publishing videos there. You can use video to communicate your products and services, announce product launches, or to even record your latest blog post.

In order to remain competitive your business must be easily found online. In this article I have provided five ways to ensure your business is found on the web. Of the five methods suggested, search engine optimisation should be the first you start with. Ranking in the organic search results is not only free, research shows that people click on the organic results 75% of the time and paid results (PPC) only 25% of the time.

For assistance in employing the methods described in this article, I recommend you engage the services of an online marketing specialist. Good luck. G

Is your web site working for your business?

How easy is it for prospective customers to find your business online? Are your competitors enjoying more traffic? If you would like a free website assessment, please contact Brightblue Marketing on 9762 1255 or email info@iibe.com.au. At Brightblue Marketing we’re reshaping business.

Brightblue Marketing Suite 609, 12 Norwest Central Century Circuit Norwest Business Park NSW 2153 p | +61 2 9762 1255 e | info@iibe.com.au http://www.linkedin.com/in/scotttyler w | www.brightbluemarketing.com.au

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GWP Magazines | Issue 32 | September / October 2010

31

business ADVICE

John Hagerty, Business Coach and Corporate Advisor - Be Business

4 Business Growth Keys I’m always talking about the 5 Hats Of The Entrepreneur (C.E.O., Marketing, Sales, Operations, Financial Control). To master your business you need to grow your competency in each Hat to a level that allows you to effectively delegate its key responsibilities. As your business grows and develops, so must your level of competency in each area. Every good business will go through certain growth stages. Start up, growth, consolidation, expansion or exit. Whichever stage you’re moving to next, here are 4 Business Growth Keys that you may need to seek help in.

scalable, so you can turn it on and off like a tap depending on what your current needs are and it gives you better control over costs.

Skills and Capabilities You obviously have all the skills and capabilities you need for staying where you’re currently at, but do you have what you need to make it to the next level?

Physical Resources Deciding when to spend more on office/ factory space and equipment can be tricky. Timing is everything, especially if the money you spend is coming directly out of cashflow. Always look to get the most bang for your buck and I don’t just mean lowest price per square metre or lowest interest rates. Look for deals that value add by incorporating additional products and services. An example is a serviced office where you only pay for the meeting room when you use it or an office in a building that provides a concierge to greet your clients and answer your phone. Another example may be an equipment financing arrangement that also includes servicing and maintenance.

It’s time to get help to increase skills and capabilities when: • Your mantra is “No one can do this as well as I can” • You “don’t have time” for sales, marketing, invoicing, debt collecting or anything else that might bring money in • You’re happy to delegate as long as you can watch them do it • Your business plan will be written down “one day” • Your cash planning process consists of checking your bank balance online • Your business systems are carefully documented and stored on the hard drive between your ears Human Resources As your business grows, your people requirements will grow and change along with it. The question is whether to outsource or hire in. As a general rule I prefer the concept of outsourcing because it’s highly

32 GWP Magazines | Issue 32 | September / October 2010

You know you need help with human resources when: • Your phone isn’t always answered • Your business grinds to a stop whenever you’re not available • You’re doing the books at dinner time • You spend more time on admin than on core business functions • The time it takes to fulfill an order is getting longer and longer

You know you need help in this area when: • Your clients are no longer impressed with meeting you in cafes • You can no longer tell where your work desk finishes and your dining table starts • Your car has become your lunch room, dressing room and conference room • Your once spacious office or factory now resembles a can of sardines • You find yourself delaying workflows because your resources are unavailable

Capital Requirements Showing profit in your business is very important, especially when trying to establish a valuation but, really, cash is king! Knowing and controlling your monthly inflow and outflow of cash is absolutely vital. There have been many businesses that have been profitable on paper but still become insolvent due to poor cashflow management.

You know you need help in this area when: • Your working capital runs out before the month does • Paying yourself a salary becomes “optional” • You have a great plan for growth but can’t fund it G

If you’d like to find out more, then please attend our upcoming workshop which is free thanks to the generous support of our fantastic co-sponsors: Capital Corporation and ServCorp Norwest Free event: How To Get Your Business To The Next Level Please check the events tab on our website for more details.

Be Business p | 1300 987 567 e | info@BeBusiness.com.au w | www.BeBusiness.com.au

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GWP Magazines | Issue 32 | September / October 2010

33

Government

Parramatta has Undergone a Transformation in Recent Decades Transformation brings the opportunity for Parramatta’s businesses, residents and leaders to positively change perceptions of the city.

Parramatta does need a PR makeover; it simply has to showcase the firm foundations of Parramatta’s reality.

The reality is that Western Sydney is home to 1 in 10 Australians, home to 240,000 businesses, and 30 percent of the nation’s top 500 companies. As we look forward, there can be no doubt that the Greater West is where this state’s future residents will live, it is where they will work, and it is where business will find its fastest growing customer base.

Parramatta City Council is planning a vibrant, connected city where people can easily get to where they need to go.

disease.” said Cr Paul Garrard.

Business and government attendees included the Parramatta Chamber of

To ensure the development of a longterm transport plan for Parramatta as a regional capital city, the Lord Mayor hosted a Transport Forum on 2 July 2010 focussing attention on the transport infrastructure needs of Parramatta and Greater Western Sydney.

“We are planning for the future and the need for transport infrastructure. The Parramatta to Chatswood rail link was to be completed in 2006, bringing tens of thousands of skilled workers from Sydney’s northern suburbs to the easily accessible new jobs here in Parramatta. This Forum was about smart and targeted lobbying to state and federal governments based on our intimate understanding of the transport needs of our region,” said Cr Garrard.

“For all the great opportunities that business can find in Parramatta, the NSW Government has let Parramatta down when it comes to keeping up with our city’s growing transport requirements.

Parramatta could do so much to relieve transport congestion for workers, but the state government is choking us by not providing needed transport solutions,” said Lord Mayor Cr Paul Garrard.

In 2009, 5.8 million car trips were made into Parramatta over twice the number made by trains and buses combined.

Lord Mayor Cr Paul Garrard at the Lord Mayor’s Transport Forum In a survey carried out by Parramatta City Council, 56% of business respondents said that better transport was the single most Commerce, RailCorp, Industry & Investment, important improvement that they wanted The Lord Mayor’s Transport Forum attracted The University of Western Sydney, to see in Parramatta. over 120 delegates. Keynote speeches were Sydney Olympic Park, Housing NSW, The delivered by the Minister for Transport, Mr Department of Planning, Tourism New South “Clearly, more car parking is not the answer John Robertson, and the Shadow Minister Wales, and a range of leading businesses in - it’s treating the symptom and not the for Transport, Ms Gladys Berejiklian.

34 GWP Magazines | Issue 32 | September / October 2010

Government

Parramatta and Greater Western Sydney.

‘second CBD’ status and the attendant transport infrastructure investments.

Population Summit. The Lord Mayor supports these calls for action, saying:

The Transport Forum focussed on connecting Parramatta’s world-class businesses to greater Sydney and bringing opportunities for growth and collaboration.

Key to this was the common theme of keynote speakers Dr Garry Glazebrook (Senior Lecturer, University of Technology Sydney) and Bob Meyer (Director of Planning with Cox Richardson Architects

Shadow Minister for Transport, Gladys Berejiklian MP, addresses the Lord Mayor’s Transport Forum

“The first step is to establish a Greater Parramatta Renewal Authority, comprised of the Federal, State and Local Government plus the private sector to develop and oversee a shared vision for Western Sydney. We need a collective and deliberate approach to developing and managing our cities of the future, and I believe cementing Parramatta’s status as Sydney’s second CBD, with Commonwealth support, is the solution to coping with Sydney’s projected growth.”

Broadcast coverage of the Lord Mayor’s Transport Forum was noted across leading Sydney AM talkback stations and the evening news on nearly all metropolitan TV stations. Mentions across print media spoke positively of Council hosting the forum and the Forum’s impact in highlighting and reenforcing Parramatta’s status and value as an urban hub for Greater Western Sydney.

The Lord Mayor’s Transport Forum firmly put transport in Parramatta back on the agenda

and Planners) on the need for Parramatta to be elevated in State Government planning strategy from a ‘Major Centre’ on par with Penrith, Newcastle and Wollongong to a formal recognition of Parramatta as having

Cr Garrard summarised the Forum as showing that “Parramatta needs a transport system which supports Parramatta as a destination and not a departure point for Sydney CBD, and this Forum put transport in Parramatta firmly back on the agenda.” G

Christopher Brown of the Tourism & Transport Forum also spoke of the need for this formal elevation is his keynote presentation at the recent Western Sydney Regional organisation of Council’s

GWP Magazines | Issue 32 | September / October 2010

35

Government

New Sydney Hills Business and Lifestyle Portal • Do your customers ask you information about the local area?

for

• Do you need information to help you promote the region to your clients?

• Would you like another tool to add to your marketing toolkit?

There’s a brand new information portal for you to use called the Sydney Hills Business and Lifestyle Portal. The portal is free to access and contains useful regional information for you to use in your everyday business activities.

Use the business information in conjunction with the site’s lifestyle information, and the Sydney Hills Business and Lifestyle Portal can become a powerful marketing tool to help you promote and attract clients to your local area.

It is an especially useful tool for clients who are considering relocating their business to the Sydney Hills and are moving their family to the region as well. The site acts as a onestop-shop for lifestyle information like where to find the best schools, neighbourhoods, childcare and leisure options, alongside investment attraction information.

‘H’ is for Hills Click on the letters that spell ‘HILLS’ on the home page to find out about the Shire’s heritage, investment opportunities and business information, leisure options, quality schools, rural and urban neighbourhoods, community services, diverse tourism attractions and special events.

36 GWP Magazines | Issue 32 | September / October 2010

Heritage information Click on the letter ‘H’ to discover the region’s heritage. The Sydney Hills is home to a significant collection of heritage features, including historic homes, convict built roads and the site of the Irish Rebellion at the Battle of Vinegar Hill. The page links to the Shire’s Visitor Information Centres and lists places of historic relevance and interest.

Investment and Business information Click on the letter ‘I’ to take you to Council’s business and investment website - Invest Sydney Hills. This site provides site selection information that companies need

to help make decisions about expanding or locating their business to the region.

The site also provides clients with direct access to Council’s economic development team who understand the local area and can provide services and connections to assist in maximising the opportunities in The Hills, including:

Leisure information Click on the first letter ‘L’ to explore The Sydney Hills. Visitors to the Shire can find out about local tourist attractions, discover the Hawkesbury River or find a place to stay via the Hills Hawkesbury and Riverlands Tourism link.

Lifestyle information Click on the second letter ‘L’ to find out about the aspirational Hills lifestyle. Did you know the Sydney Hills is home to some of the State’s best schools? Or that the region boasts 329 parks and reserves along with excellent bushland walking trails and beautiful formal gardens?

Special events Click on the letter ‘S’ to find out what’s happening in the Hills with events, arts and culture and things to see and do in the Hills and Hawkesbury region. G

• Local commercial real estate listings • Site selection and business relocation services • Commercial real estate and property developer contacts • Annual operating costs scenarios; and • Development opportunities for industrial and commercial land

Visit www.sydneyhills.com.au to improve your own knowledge about the area, or use it to promote the Sydney Hills to your clients and potential clients. p | 02 9843 0555 e | council@thehills.nsw.gov.au

Head for the Sydney Hills www.sydneyhills.com.au

Our experienced team can help you understand the local area with free research and information

Six great reasons to consider locating your business to the growing Sydney Hills:  World-class business parks  Commercial and industrial sites  Skilled local workforce

 Global companies  Growing population  Competitive real estate

THe HillS SHire CounCil 129 Showground Road, Castle Hill NSW 2154 Phone 02 9843 0131

For a FRee confidential appointment contact Council’s economic Development Team GWP Magazines | Issue 32 | September / October 2010

37

Feature

In Whom We Trust!

Faith, confidence, expectation and reliance – all the ingredients of trust, all the reasons why we once happily referred all our friends to “My Doctor”, “My Dentist”, “My Hairdresser” and “My Jeweller”. Australia, once relatively insulated from the rest of the world, has matured and our wants and needs have changed. We are far more discerning now in our purchasing experiences and thus should be wary of our vulnerability.

I will attempt here to offer our reader a basic appreciation of precious metals, gemstones and qualities that may help to encourage us back to that old fashion world of Trust!

Seeking out a reputable jeweller - firstly, one that is actually a Jeweller and, secondly, one that you trust to help you make an honest, informed decision. This is actually more priceless than your purchase!

Salesmanship is out of control, and, like

Tourmaline

By Robert E Cliff F.G.A.A., JP`

buying a car, you have to ensure that the service is going to be there in the future.

Ensure that your “jeweller” is actually a Jeweller and not just a retailer of jewellery.

Registered Jewellery Trade certificates and a manufacturing workshop, Industry memberships such as Registered Jewellery Valuer & Gemmologists and the Retail Traders Association, are (to name just a few) of the necessities which were once a pre-requisite of being called a Jeweller.

Diamonds are breathtakingly beautiful but get the blinkers off and don’t be blinded by size or price. Diamonds of equal size can vary significantly in value depending on their quality. All your Diamond purchases should be accompanied by a Valuation for insurance at the very least and your Diamond should have its own appraisal (not to be confused) that must include the four main factors that affect a diamond’s quality rating – that is, cut, colour, clarity and caret weight. This appraisal will ensure your diamond is not synthetic, free from treatments and is conflict free. Note, most diamonds have one or many flaws. It is the degree of the visuality that affects the value of your diamond – most can only be seen using very powerful microscopes – done before the stone is set into a piece of jewellery.

Coloured Gemstones of excellent quality are as prized as diamonds for their durability, beauty and rarity. In all beautiful gems their value is often owed to its cut – it allows us to enjoy and appreciate its true colour and splendour within. Transparent gemstones cut from a single original crystal are the most prized; however, it must be noted that most coloured gemstones sold today have been treated in some way to increase their value.

In purchasing your gold Jewellery always search for the carat mark stamp that refers to the amount of pure gold contained within your piece. Pure gold (24ct) is too soft for most jewellery, so it is alloyed with other precious and base metals to increase its durability. White and rose gold are created by mixing yellow gold with small quantities of other metals. For white gold it also has

38 GWP Magazines | Issue 32 | September / October 2010

Feature

Award winning Designers & Manufacturers Since a coating of rhodium to enhance its brightness (In the past, nickel was used in white gold; however, due to skin allergies, it is infrequently used today). The maker’s mark, manufacturer’s identity stamp, jeweller’s

oyster naturally coats with layers of nacre to give pearls their glow. Natural Pearls are formed when this happens naturally – and today, extremely rare. Size, depth of lustre and iridescence of the pearl gives pearls their value. Bigger, in this case, is generally better, but shape affects value too.

Irregular shaped pearls are sold as baroque pearls.

Diamond

1984

I do believe that all fine Jewellery purchases should be accompanied by a detailed Valuation report (a document that is acceptable for your insurance company) and an estimate of the market price for your item at the time of purchase.

Registered Valuers are experts in gemstone grading and in detecting synthetic substitutes.

Yellow Sapphire With apparently vast “choices” and great dollars spent in advertising, all ensuring us that they have ”much better value for money” than anyone else, it is here where I am seeing caution depart. “Caveat Emptor” (the Latin phrase for “buyer beware”) has never before been more true in the Jewellery Industry in Australia when investing in fine Jewellery. Ensure with confidence that when you are making that very special, emotional, frivolous or investment purchase that you are undertaking this with someone you have faith in, and who has a commitment to your beautiful fine jewellery’s future. It’s all about Trust! G

logo or initials are often visually present on Gold jewellery.

PRECIOUS METAL MARKINGS

GOLD SILVER 9k or 375 Sterling 14k or 585 925 18k or 750 22k or 916

PLATINUM Plat Pt 950

Pearls are much loved traditionally and admired for their uniqueness and luminous beauty. The diamonds of the sea are a personal favourite of mine! Most Pearls sold today are cultured, meaning that man has tricked the shell to create a pearl by physically inserting a small irritant that the

Antique jewellery certainly has its own specialised market, however, in Australia there is very little of it - genuine antique that is. And you are likely to pay too much for a rare piece. “Estate” Jewellery does not guarantee that it is a genuine antique. Genuine antique pieces always had the makers stamp inside. Any pieces said to be Antique and from England should carry a LAPADA certificate which guarantees it is over 100 year old. When buying Antique Jewellery for an investment – know how you may resell it so you can realise your investment and be prepared that it may be some time before fashion swings your way.

Make an appointment to sit with Robert to create your exclusive jewellery design.

Robert Cliff Master Jewellers Shop 380A Castle Towers Castle Hill, NSW 2154 p | 02 8850 5400 02 8850 7999 e | office@robertcliffmasterjewller.com.au w | www.robertcliffmasterjewellers.com.au

GWP Magazines | Issue 32 | September / October 2010

39

business CHAMBER

Bright Ideas for Small Business

By Nicole Baines, Executive Committee Member for Sydney Hills Business Chamber Sydney Hills Business Chamber has spent time looking at bright business ideas over the past month, culminating in a recent Mastermind Hot Seat Event during July. Some of the questions posed at the event are worthy of sharing with GWP’s audience.

Q: What online or online accessible accounting package options are available?

The question was asked by a business owner who spends an increasing amount of time holidaying overseas and has managed to set up a near fully virtual office. The missing link in this remote workplace is online access to accounting records.

A. MYOB Online will soon be available and will offer more features than the current desktop version. Alternatively, just as the Chamber has done, have your accounting file stored on a PC or server that can be accessed by a remote login.

Q: How does a sole trader whose business has almost reached capacity grow to the next level?

A. One suggestion was that the capacity (income generating ability) of the business remains the same but it becomes more efficient. This could be done by improving IT usage, creating systems and templates for regular processes, reviewing time spent on administrative tasks and ensuring the business is running as smoothly as possible.

Alternatively, increase the capacity of the business by increasing prices, increasing staff levels and developing referral relationships.

a business name/logo and to protect intellectual property?

Business After Five Q: How do you market to home-based businesses?

A. Bright ideas included a cleverly designed and targeted direct mail campaign including a promotional magnet or hard to resist offer, utilising a team of ambassadors or a social media campaign to reach the desired audience.

Q: How does a business move from being all things to all people?

A. It was suggested that to find your “niche”, you should prioritise a list of all the things that you offer to your clients according to those things you love to do and those that generate the most profit. Only offer the things you really love doing or that make you lots of money. Everything else on the list should be scrapped. It takes courage, discipline and business maturity to reach a point where work can be turned away and a stable of quality businesses to refer to will make the job easier.

A. One attendee at the event explained that not doing so had resulted in her being in a legal battle that was going to cost her between $25,000 and $50,000.

Another suggested that a good brand could make you money and to protect that so that only you benefit from what you have created is one way of maximising the opportunity you have created.

No doubt, there are many other “bright ideas” that a small business can benefit from hearing about. The value of being a member of an organisation such as Sydney Hills Business Chamber is that you are surrounded by members who, given the opportunity, have answers to problems that you might currently be facing in your business. Our Chamber’s Referral Plus Team program provides the perfect opportunity to bounce ideas around a group of non-competing businesses each fortnight, and, best of all, Referral Plus Team membership is free to all Sydney Hills Business Chamber members. G To pose a question to our Chamber or to find out more about how our Chamber may benefit your business, visit the website www.sydneyhillsbusiness.com.au, find our blog or follow us on Facebook today.

Q: How important is it to trademark

“Invaluable networking

Join online today

opportunities

In the twelve years I have been a member, the Sydney Hills Business Chamber has provided invaluable networking opportunities with a growing group of like-minded business people. It has now emerged as the pre-eminent business resource and networking organisation in the Hills District.

Rod Cumming, Option One

1409-47_SHBC_Rod Cumming Testimonial_Resize GWP_1B.indd 1

40 GWP Magazines | Issue 32 | September / October 2010

”

Call 9659 3366 for more information. www.sydneyhillsbusiness.com.au Inkredible 1409-47

27/07/10 3:02 PM

GWP Magazines | Issue 32 | September / October 2010

41

Feature

A Unique Historical Property with a Contemporary Ambience

By Paul Maher, Proprietor Loxley on Bellbird Hill

When guests walk towards the beautiful Kauri Room located near the dry rainforest, the first thing they hear is “Welcome to Loxley on Bellbird Hill” making them feel as if they are a long lost friend returning and it is from this moment onwards that guests at Loxley on Bellbird Hill commence their journey through a hospitality experience that is truly unique.

• Paw Paw, bean and tomato salad • Satay Chicken and vegetable salad • Green Chicken Curry • Yellow Lamb Curry • Steamed Jasmine Rice • Mango Pudding • Fried bananas with ice cream • Fresh Mango, Papaya and lychees

course from the cooking challenge menu: Entrée • Mud Crab (live), avocado stack, petit herb salad, cocktail sauce • Pumpkin and Ricotta tortellini, grilled asparagus, bierrenoisette, freshly shaved parmesan • House Smoked Salmon, beetroot ramoulade, lime and horseradish dressing

Set on an immaculate 30 acres, Loxley on Bellbird Hill has become one of Greater Sydney’s outstanding boutique events venue.

Situated on the grand tour drive of the Blue Mountains one hour from Sydney and overlooking the magnificent Hawkesbury Valley and the city skyline, Loxley is set on a property saluting an 1830’s heritage with a real country experience.

Our expansive gardens include a wishing well, many water features, fountains and our rainforest containing 200-year-old trees.

Food, Fabulous Fresh Food It is important for the planning of a conference or an event that you choose a place that offers fresh, healthy country food.

Start the day with a country, fully-cooked breakfast.

Then choose a different taste of the World for your lunch menu: 1. Taste of Thailand 2. Taste of India 3. Taste of the Mediterranean 4. T aste of the Motherland (England + Australia) Here’s an Example of the Taste of Thailand menu: • Thai Beef, vermicelli and Thai dressing

42 GWP Magazines | Issue 32 | September / October 2010

And some Dinner Options: 1. Culinary Challenge 2. Private Dining Room –Seasonal menu 3. BBQ Standard Gourmet Example of the Culinary Challenge option: Win the ‘Golden Chef’s Hat’.

Delegates cook their own three-course meal in our commercial kitchen with our professional Chefs supervising and demonstrating.

Cook your own live Mud crab…

Learn the secret of a wicked soft-centered chocolate pudding.

Prior to the Challenge, the conference coordinator selects one option for each

• Chicken Balontine, wrapped in prosciutto, stuffed with a confit garlic farce, celeriac puree, watercress salad Main Course • Grilled Scotch fillet, chunky hand made chips, wilted spinach and béarnaise sauce • Crispy skin Salmon, Lyonnais kipfler potatoes, asparagus and bierre blanc sauce • Roast Chicken breast, herbed gnocchi, baby broccolini, creamed leek sauce • Lamb Rack, creamy polenta, buttered green beans, salsa verde Dessert • Soft Centered chocolate pudding, vanilla anglaise and macadamia nut ice cream

Feature

• Lemon Curd tart and Italian meringue with berry soup • Bread and Butter pudding with soft caramel, mixed berries, vanilla bean ice-cream • Baked local Bilpin apple tart, vanilla anglaise, honey mascarpone Reward your team It’s time to say thank you to the people that help drive the business by showing them your appreciation and taking them away for some team building and fun.

At Loxley, we are mindful that every organisation has specific goals that need to be achieved.

Our professional staff have many years of experience in Conference co-ordination,

Facilitation and Management.

Loxley is an ideal venue for Conferences Team Building and Bonding (e.g., culinary challenge) Product Launches Special Events Board of Director Meetings Loxley can provide a wide range of inhouse and off-site activities to suit your company’s specific goals from an event.

Activities might include: • Culinary challenge – become a master chef • Themed Murder mystery night • Golf

• Whitewater rafting at the nearby Olympic Site in Penrith • Horse Riding • Tai‐chi, Yoga and Pilates in the rainforest • Massages and facials • Paintball skirmish and many other activities

We are proud of the many awards we have won including, for the third year in a row, the 2010 AHA Award for mid-range Hotel of the Year (Accommodation Division). G

Visit www.loxleyonbellbirdhill.com.au for virtual tours of Loxley. For more details or to arrange an on site inspection, please contact us on (02) 4567 7711 or email loxley@iprimus.com.au

We look forward to satisfying all of your event needs.

Loxley on Bellbird Hill 993 Bells Line of Road Kurrajong Hills, NSW P.O. Box 300 Kurrajong Hills, NSW, 2758 p | 02 4567 7711 f | 02 4567 8231 e | loxley@iprimus.com.au w | www.loxleyonbellbirdhill.com.au

GWP Magazines | Issue 32 | September / October 2010

43

FEATURE

Daniel Moisyeyev, Business Development Executive - GWP Media

There are too Many So-called “Social Media Experts” In 1999 everybody was an “Expert” on the new thing called the “Internet” or selfbranded themselves as a “Web Designer”.

Then the new wave came in around 2005 when experts in “Search Engine Optimisation” sprung up like mushrooms after a rainy autumn morning. Today it’s the latest hype - the social media is now “in” after Myspace/Youtube/Facebook took off and there is a constant bombardment of small business owners with generally useless advice from these so-called “Social Media Experts”. In this article I will try to explain my point.

different to the traditional telephone. While a telephone is a two-way private conversion between two people, social media involves a not-so private conversation between one to many people. A Facebook comment will be read by more than one person, a blog will have a few readers and a Youtube video may be viewed by none or it may be viewed by millions. That is all there is to it.

In essence, social media is just a communication tool. People use social media to talk to each other in the same way they call, send SMSs and (used to)

write letters. Social media is merely a step forward in communication possibilities made available by progress in technology.

Let us now try to fit a traditional marketing approach into this system. If you are talking on the phone, would you like to be interrupted every 60 seconds with a targeted advertisement? What if your letter was hijacked, scanned for content and then sealed again with a relevant brochure at the courtesy of the advertiser? It sounds farfetched, but that is actually how targeted advertising on the internet works.

Don’t get me wrong, there is nothing at all wrong with social media. I am a frequent user of Facebook, I was registered on Myspace when it was popular (very likely far before the Social Media Experts actually discovered these services) and I watched videos on Youtube long before it was branded on the news as a work of genius. I am a member of a large number of social media sites – some never ended up getting off the ground, some defunct, some I no longer use as they fell out of mainstream trends. In fact, I have so many email addresses, forum accounts and social network services memberships I could not possibly track them all even if I wanted – which brings me to the widespread opinion propagated by Social Media Experts that social media is the only channel to be used to market to Generation “Y”.

Social media sites + traditional marketing combination In order to explain my point of view I will use an example often used by critics of social media. If you analyse the model of social media from the ground up, it is not much

44 GWP Magazines | Issue 32 | September / October 2010

Continued on page 46

GWP Magazines | Issue 32 | September / October 2010

45

FEATURE

Traditional marketing does not fit well with social media because it is a nuisance that prevents effective communication. It does not belong in the social media world. That is why you do not see many direct ads on Facebook – actually they are there on the right hand side of the page, its just your brain has learnt to block them out.

This is a method used by social media sites to raise revenue. Advertisers pay per click or per impression as with banner ads, Google AdWords or other traditional forms of advertising on the internet.

Social media sites + fan pages and groups This is the more common way to exploit social media for marketing gains. As it is usually available at no cost other than your time, it is widely recommended by “Social Media Experts”.

As a consequence, it is now common for a lot of entrepreneurs to create a fan page/ group for their company on social media networks. One can become very ambitious if one sees what others have achieved.

For example, at the time I was writing this article the “Metallica” group on Facebook had 7,446,128 followers, “Toyota” group on Facebook had 158, 439 and “Justin Beiber” has 92, 512.

The sheer scale is impressive, but it has no carryover to the business next door trying to get more clients. A fan page on social media is viable if and only if you have a product or service that is of great interest to a large number of people.

If you are just another regular small business, prepare to see that your fan page followers are just people you already know and met. The reason for this situation is that social network users will not find your fan page because they will not search for it in the first place! The reason for the popularity of the fan pages I listed earlier is because people have a vested interest or care about these products, services or people.

Blogs A blog is essentially an endless newsreel with comments from interested readers.

It is a very valuable tool that can be effectively used by people who are able to write interesting and captivating content.

For example, a playwright may make good use of a blog and so will an amateur photographer. However, there is little benefit for an ordinary product or service provider in having a blog – in most cases

46 GWP Magazines | Issue 32 | September / October 2010

none. Will the time spent on writing blog entries really justify the hours that could be better spent doing actual work trying to satisfy existing clients? Before committing to blogging, you will need to ensure the time invested will be justified by measurable results.

What justifies a Social Media Expert?

So what justifies a Social Media Expert?

This self-proclaimed profession has a number of criteria that can be used to justify the title. 1,000 Twitter followers. 500 Facebook friends. I have also noticed that most Social Media Experts do not cross over to the web development industry as few have actual technical expertise. There is no accreditation or real knowledge required and that is exactly why there are so many of them.

It is also difficult to ignore the fact that members of the “Generation Y” do not have room for this profession. If I was to proclaim myself as a Social Media Expert to people in my social circle (or even in general to people in my age group) I would not hear the end of it. Every person under 30 included in Generation Y is already one

even if the embroidery on their shirt doesn’t say so.

Finally Social media is merely a communication tool. It is a good and fresh way to keep in touch with existing customers. But that is as far as it goes and, you will see evidence of this when the hype dissipates. G

If you are looking for an effective web presence, look no further than a reputable web development company. A quality website is very effective at generating clients with little effort on your part.

GWP Media p | 02 8090 1730 e | Daniel@gwpmagazine.com.au w | www.gwpmedia.com.au

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GWP Magazines | Issue 32 | September / October 2010

47

Feature

Spring Holds Lots of Promise at Leonay’s Emu Sports Club

by Larry Woldenberg

The crazies at Leonay Emu Sports Club are going hard at it this Spring. Just image a colourful Ocktoberfest followed by two huge Melbourne Cup Affairs and to top it off a golf tournament with Rugby Legends. How good is that?

Let’s start with the upcoming Ocktoberfest Saturday the 23rd of October. Michael the CEO’s Team are expecting over 500 people at this Free Event. Designed for families, too, there will be 6 market stalls offering cakes and pastries, Christmas decorations, homemade crafts and jewellry.

Meanwhile, the 3-piece Triolian Echo band will be playing and there will be 4 German

dancers offering participatory folk dancing.

Besides all the German beer and genuine beer steins for sale, there will be lots of German tucker including pork knuckles, potato pancakes, schnitzels, Kranski and Bratwurst sausages, German cheesecakes, Black Forest cakes and strudels. Better get into the dancing if you’re concerned about your weight!

On the day there will be over 20 volunteers from the club helping out, many of German heritage who will be fully decked out in their lederhosen and long stockings.

Should be a real education in German Culture and fun for all. Celebrations begin at 10am-3pm for families and late into the night for revellers.

48 GWP Magazines | Issue 32 | September / October 2010

Now Spring is upon us and the folks at Leonay are just warming up, because next on the party agenda is the Melbourne Cup and Calcutta Events. The Calcutta is for punters who wish to gather the Monday night before the November 2 Melbourne Cup from 7:30-9:30pm. to place their bets on the Cup race. People can form syndicates or bet individually on a particular horse. Along with this there will be a Fashion on the Green for the ladies and to spice up the night, the Club will be offering $2.60 schooners and $2.60 glasses of wine for the ladies.

On the actual Race Day the following Tuesday there will be a sit down dinner and a fashion parade. Ladies should

be a shotgun start at 8am on the day with special guests including Terry Lamb and Max Grellech. On hand will be 2FM Broadcasters doing an all day sports broadcast with Gavin Roberts, Bret Papworth and Graham Hughes all presenting.

There will be prizes for the top scoring team, nearest the pins, the longest drive, the straightest drive and a $20,000 Hole-inOne contest on the 18th sponsored by the insurance company IC Frith & Associates.

What a day that promises to be!

One final note, Michael advises anyone intending to book a function for next year should do so ASAP as dates are filling fast.

Plus, if you mention Business & Resource

come in fancy dress and their best hat/ fascinators. There will be prizes for best dressed. Everyone is advised to book early to attend.

Magazine at the time of booking, Michael won’t charge for room hire. How good is that!

So hop to it and get your free room now. G

The golf course is booked out for the day with a large annual corporate event.

Umu Sports Club Bookings: Ultra Fit Studio | 02 4735 1192 Golf Memberships | 02 4735 5300 Events | 02 4729 1555 www.trybooking.com.au/dxc

But golfers shouldn’t be disheartened, for Roland Mangan and the Board have come up with what promises to be an annual event— the FOGS golf tournament. This will be held on Friday the 12th of November and is in honour of former Origin Greats. All monies raised will go towards their benefits.

You can enter with a team of 4 in the Ambrose Event for $300 total. There will

Corporate Parties at

Emu SportS Club

Corporate and Private Parties

minimum 60 people includes the following No Room Hire Free Courtesy Bus to designated venue for pick up & return 2 Course Buffet Meal Beverage Package – unlimited for 5 hours (draught beer / house wine / champagne / soft drinks) Tea & Coffee DJ

Plus decorations on the tables

PACKAGE $60.00 per person

Emu Sports Club home of Leonay Golf Course Nestled in the lower Blue Mountains

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1 Leonay Parade, Leonay NSW 2750 Ph: (02) 4735 5300 Email: michael@emusportsclub.com.au OR kylie@sportsclub.com.au www.emusportsclub.com.au

Special Offer to GWP Magazine readers only $35.00 PER PERSON - DINNER PLUS 18 HOLE GAME

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GWP Magazines | Issue 32 | September / October 2010

49

Feature

Australia’s Most Lucrative Market and Its Brand is the Penrith Panthers

Shannon Donato, Marketing Manager - Penrith District Rugby League Club

Penrith Panthers is recognised as the iconic sporting brand of Australia’s most lucrative market, Greater Western Sydney.

With over 1.9 million people and 43% of Sydney’s population and household retail expenditure of over $15.8 billion dollars, this region is widely acknowledged as the target market and ‘holy grail’ for any brand looking to grow their customer base.

Having partnered numerous sponsors to a host of marketing awards for sponsorship excellence, the Panthers certainly have proven they are the benchmark in creating and delivering successful campaigns for their sponsors.

At the end of the 2010 season one of Panthers’ best properties will be on the market Stadium Naming Rights.

The Opportunity: Stadium Naming Rights is one of the most prestigious and high profile sponsorship properties a brand can own.

It ticks all the boxes. Branding on a national level allows for community-based activations, runs across various genres (e.g., community/ CSR, arts), events and codes.

This year alone the currently named CUA Stadium will host a ballet event with Australian Ballet, a music concert and fundraiser, a Boxing event, Carols by Candlelight and many more community gala days and events besides the obvious 12 NRL Panthers home games each year.

Along with this the Stadium hosts the nationally recognised ‘Panthers on the Prowl Community Development Foundation’ working with children and families in need of additional support. In fact, there is even an on-site class room which hosts classes everyday of the school term for many of these children.

The Stadium also hosts the Western Sydney Academy of Sport, the NSW Western Sydney Rugby League Academy, Penrith

50 GWP Magazines | Issue 32 | September / October 2010

Panthers Stadium Panthers Junior League and, of course, the Penrith Panthers NRL administration and team training headquarters.

transport and logistics, financial services, construction, property services and information technology.

With the Panthers using their Stadium in so many different and diverse ways for their community, it’s easy to see why the Panthers and their sponsors enjoy so much support from their community.

Greater Western Sydney even has its own economic development board, which provides much of the information on our region’s economic profile for this report. G

It is for this reason the Panthers is able to offer so many different channels and platforms for a brand to promote and drive their business through Stadium Naming Rights.

B2B Advantages Western Sydney is one of Australia’s largest and most diverse economies.

The June 2007 ABS Count of Australian Businesses identified 151,536 actively trading business entities operating in Greater Western Sydney.

Greater Western Sydney offers an unmatchable business to business environment, and is the largest manufacturing region in Australia.

The region generated more than $76 billion in economic value-added in 2006-07, accounting for over 22% of the GSP for New South Wales which makes its economy one of the largest in Australia.

The region has a high diversity of business enterprises that also include

Panthers’ Marketing Manager Shannon Donato anticipates that Panthers’ Stadium Naming Rights will be in high demand in the market: “We welcome any brand who is looking to grow their brand and sales in the western Sydney market and to engage and link with our community in a positive way to join us as our Stadium Naming Rights Sponsor.”

Donato recommends that business wanting to know more about how Panthers grow their partners’ brands and businesses go to the following website: w | www.partnerwithpanthers.com.au (i.e. Partner With Panthers) or contact him directly on: e | shannon.donato@panthers.com.au p | 02 4725 6414

CORPORATE HOSPITALITY

r Turn a great match into an even greate experience, with a private or club box.

PRIVATE BOX

With room for 18 guests, your box seats will offer everything you need to ensure a fantastic match experience – including delicious appetisers, attractive beverage packages, signage opportunities, and your own private wait staff.

On arrival, you will receive superb cold appetisers, followed by hot canapés just before the start of the match. You will be served by your own personal waiter or waitress, and will also benefit from private cleaning and security staff.

Plus, you’ll notice that we’ve recently upgraded our club’s interior.

So you can be sure your guests feel right at home, with a sophisticated environment, warm service, and state-of-the-art facilities.

You’ll also get the exposure your business is after, with company signage displayed above your corporate box.

• 1 Game includes food package

= $2,500

• 4 Games (of your choice) includes food package

= $9,000

• 12 Games (season) includes food package

= $25,500

Packages exclude beverage options, please contact the Corporate Partnerships team to discuss your needs – (02) 4725 6413.

All prices include gst.

All boxes come with free parking, hostess etc.

GWP Magazines | Issue 32 | September / October 2010

51

Feature

My

Motorcycle USA SoloOdyssey 2010

Hi. My name is Michelle and my day job is as a Business Development Manager with FujiXerox printers. Out of business hours I am a busy single parent to two teenage boys, a rhythm guitarist in a pub rock band, girlfriend of Aussie rock legend Angry Anderson, and a very avid motorcyclist.

several tornadoes through Mississippi and Tennessee.

before I hit the lowlands into Oregon, and I hit black ice and more snow.

On US 12 I head west/north/west through the Dakotas – vast empty plains, very cold and mostly wet- into the scenic state of Montana, whereupon the weather clears briefly for me and the awesome and majestic Rocky Mountains rise like a

At age 18 I received for my birthday the classic road trip/philosophy book Zen and the Art of Motorcycle maintenance by Robert Pirsig. I vowed to myself that one day I would replicate his road trip and at age 43 I figured I’d make good on a 25-yearold promise to myself. So, after begging my boss for 5 weeks off work, organising my two boys with various family members, and buying my plane ticket, I commit myself to an April 13th 2010 departure. I say farewell to my fretful boyfriend and depart on my adventure.

I arrive in LA on Tues 13th about 6.30 pm and the next morning I pick up my hire hog (whom I dubb Henry Piglet cos he’s an 883 sporty and not quite the full Hog!) and ride out on Highway 10 out of LA heading east into nearly 6 weeks of freedom and open road, just Henry and I. We head through California, Arizona and New Mexico, and I hit bad weather in Texas – I plan to camp out a fair bit with my BikerSwag, but the weather turns cold and pouring rain all through Texas and Arkansas, so I mostly stay in cheap motels. But I have to haul ass to get to Clarksdale for the JukeJoint Blues festival.

I am amazed by the beautiful desert scenery and the great roads I am witnessing. I make Clarksdale and catch the remnants of blues musos. Those who are left are hung over from a week of partying, I stay in the historic Riverside Hotel right in the room where Bessie Smith died.

Then I head north through the beautiful Mississippi delta followed by Illinois and Wisconsin, where I hit US 12 – the start of my pilgrimage from ZATAOMM. The weather channel has been my bible thus far, and I have narrowly missed out on

52 GWP Magazines | Issue 32 | September / October 2010

This is me at a friend’s place playing dressups – out of black leather!

Me, sad and teary, saying farewell to Henry Piglet at the close of our adventures t

massive mirage in front of me. After three days hard riding through the plains, they are a sight to behold, and I feel like I really deserve this view!

I have to detour here, as the pass up from Red Lodge is closed due to snow. I take an alternate route to Bozeman and stay there for 2 days attempting to access Yellowstone National Park. I get caught in a blizzard the first time, and it’s no fun being on a motorbike in a full-on snowstorm! It’s safe to say I am terrified and make it the 20 miles back to my hotel room in Bozeman hypothermic and shaking with cold and relief.

The weather gurus forecast five more days of solid snowfall, and if I don’t leave now, I could be stuck here for weeks. I have three high mountain passes to get through

After what seems like days of hard, cold and wet slog, I come down off the high mountain plateau into Columbia Gorge where the highway meanders alongside the mighty Columbia River pretty much all the way into Portland.

Feature

Whilst in Portland, I call into Xerox Solid Ink HQ in Wilsonville to check out the new models and have a great time with some of my overseas colleagues, catching up and riding about. From here I head through Salem to the coast and begin the ride south on the coastal road into California. I am struck by the amazing birdlife – huge gulls, terns, blackbirds, and myriad others fill the

impressive natural rock amphitheatres you’ll ever see. The through road is closed and under 8 feet of snow, so I miss out on that one! I am becoming accustomed to the fickle weather gods and their contrary ways.

My trip, in retrospect, has developed a dreamlike quality, and the benefits will last me for much time to come. I am of the opinion that the only things you really own in this life

Henry Piglet taking in the beautiful surrounds of Yosemite Valley, California

I head back to the coast and mosey on down the idyllic

Cheryl Jacobson from Xerox HQ and me outside Wankers bar and grill on Harley night.

are your memories. Everything else – people, money, possessions, life itself – passes through and by you, and I have created a lovely new set of memories here.

Life is short – too many of us procrastinate and sacrifice our dreams for so-called comfort and safety and material gain, but you can’t take your money with you when you leave this mortal plane.

Looking down to the magnificent Columbia Gorge near Portland, Oregon

skies around me. The scenery is amazing with thick, lush pine forests coming right up to the towering cliffs and the ocean roiling beneath. The roads are curly and windy – great riding.

I head inland to see Yosemite National Park– the weather turns bright and sunny, and Yosemite Valley is one of the most

and picturesque US Highway One towards LA and after catching up with a few friends, I ride Henry Piglet back to Glendale HD where we have to part ways. I am sad and teary and have to forcibly prise my ass off Henry. We have covered about 11,400 kilometres (7,500 miles), and Henry has proved to be a most excellent steel steed – reliable, trustworthy, nimble and fast.

I want other people to realise that it’s ok to go do your own thing sometimes – a little time out from your loved ones, your job, your other half, is time well-spent on a little self-reflection, and, as a full-time working mother, I don’t get a lot of me-time. I have returned with a genuine appreciation of the American people I met – they are generally hard-working, kind-hearted, and fiercely patriotic.

I have returned to work with one eye on the far horizon and plans for my next trip already hatching.

Live to Ride.

G

GWP Magazines | Issue 32 | September / October 2010

53

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54 GWP Magazines | Issue 32 | September / October 2010

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GWP Magazines | Issue 32 | September / October 2010

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GWP Magazines | Issue 32 | September / October 2010 56 LNT0018.

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