Business Resource & Lifestyle Magazine Issue #58

GWP M a g a z i n e s

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SYDNEY - Issue 58 | September 2013

M a g a z i n e

S i n c e

2 0 0 5

Andrew Fisher...

Putting Jesus in the Fast Lane Kevin Rudd’s Injury Great Betrayal Management Page 16 Minefields!

The Psychology of Price Page 30

Page 22

T o b e c o m e a c o n t r i b u t i n g w r i t e r i n B u s i n e s s R e s o u r c e & L i f e s t y l e c a ll 1 3 0 0 8 8 9 1 3 2 Business Resource & Lifestyle | Issue 58 | September 2013

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Business Resource & Lifestyle | Issue 58 | September 2013

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Editor and Publisher: Dmitry Greku Cover Story: Adrian Payne Contributing Writers: Charlie Lynn Angry Anderson Kris Cilia Adam Goldstien John Watters Fiona Webster Angelo Lambropoulos Art Director: Svetlana Greku Executive Officer: Daniel Moisyeyev Director of Public Relations: Angry Anderson Cover Design Xabier Goñi, XDesigns Photography: Francesca Surace, Stilz Fotografika Proofreading: Christine Power Printing: Pegasus Print Group Business Resource & Lifestyle Magazine® is published by GWP Media® and GWP Magazines® ABN: 82 096 352 064 www.gwpmagazine.com.au Office Address: Unit 31, 7 Hoyle Avenue, Castle Hill, NSW 2154 International Standard Serial Number ISSN 1837-199X Advertising Enquiries p | 1300 889 132 e | info@gwpmagazine.com.au To Subscribe w | www.gwpmagazine.com.au

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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.

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Business Resource & Lifestyle | Issue 58 | September 2013

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Business Resource & Lifestyle | Issue 58 | September 2013

CONTENTS

CONTENTS 18 10 Cover Story 10 Andrew Fisher

... Putting Jesus in the Fast Lane

Regulars

Features

Local Government

24 Aligning Strategy, Culture

18 Smart Start or Smart Biz?

The Hills Shire Council

Adrian Payne Business Advice

Regulars Editor’s Letter

8

Brainwashing Australia Dmitry Greku

leadership

16 Kevin Rudd’s Great Betrayal Charlie Lynn

22

and Structure – Does Your Organisation Fit the Framework?

Fiona Webster

26

John Watters

20 SMSF – Review and Realign

Adam Goldstien

22 Injury Management

Future-Proofing

Real Estate

28 The Psychology of Price

Minefields!

Kris Cilia

30 Fatal Shortcuts - Logo and

Society & Life

Brand Design Daniel Moisyeyev

Angelo Lambropoulos

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Dear Fellow Australians...

Angry Anderson

Business Resource & Lifestyle | Issue 58 | September 2013

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editor’s letter

Brainwashing Australia

Dmitry Greku, M. Sc. - Editor and Publisher - GWP Magazines®

Propaganda can’t possibly be as effective today as it used to be say some 20-30 years ago unless you were unfortunate enough to be born in North Korea or as a penguin in Antarctica where smart penguins still have the chance to sneak into a research station and use the internet when all of the station crew are resting.

But how about those penguins who are not that bright? Those, who believe whatever they are told!

In regards to our own free media, I’m trying to understand why they are still playing dirty games providing misleading information to the Australian population? What is their aim?

I’m definitely not a conspiracy theorist, but let’s be open minded and pay attention to the facts.

Do you remember the hysteria surrounding North Korea’s attempt to start World War III which dissipated as soon as a new media-proclaimed dictator in Syria “unleashed” a war on his own countrymen. Suddenly it was like there was no conflict at all on the Korean Peninsula. Then all at once news about the Syrian civil war disappeared from our TV screens and now Egypt is on the agenda.

It’s sad and unfortunate that the majority of facts are twisted and misrepresented. Why is this so? Is it extreme multiculturalism and political correctness gone mad?

If you ask a Lebanese person about the situation in their country, they will tell you of church bombings and of there being a good chance you will be shot for carrying a holy cross.

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Ask some Syrians about Islamist gangs or well organised military groups who killed dozens of soldiers and police forcing the Syrian president to take action. Propaganda refers to these opposing groups as heroes or freedom fighters under the guise of an Arab Spring. There is nothing progressive about an Arab Spring. It doesn’t smell like spring. It smells like the smoke of burnt bodies and towns turned into dust.

Again, what is the purpose of this propaganda?

It might be easy for some to justify the necessity of supplying weapons to the markets or to start a war or to support discrimination against some groups while praising others, but when the time comes for the hard question to be answered who is the enemy, it’s easy to find one?

Maybe the purpose of supplying bad news is to make ourselves feel better and luckier?

But we still celebrate this as democracy!

Recently churches, mosques and museums have been desecrated in Egypt where police forces are powerless to maintain law and order.

Vandals entered the Malawi National Museum and looted more than a thousand artifacts of 3,500 years history. Simultaneously we hear only condemnation from our media of the inhumane actions of the Egyptian government against its citizens.

I can’t see any love of country and freedom instilled in people who destroy the streets, buildings and lives of generations to come for the sake of some beliefs. What would we do if groups here started demolishing The Rocks, Darling Harbour and museums in the Sydney CBD? Let’s say we allow them to carry on for a month or two and then their “brothers in arms” from other countries join in the protest for democracy! These protests are deemed “peaceful” according to the propaganda machine not because they actually are, but because they are for a supposedly good cause.

Fortunately I watch the international news via the Internet. On one particular day in August there was no fighting in Cairo for at least twentyfour hours - the shops were open, the traffic flowed and mosques were open within service hours. The situation actually resembled peace.

However, the Australian media still pushed the same line - violence and murder of civilians by government troops!

If it’s bad, it can’t be good for you, for me and for all of us living in this country.

Let’s just be more honest! Let’s stop talking nonsense due to political correctness and propaganda.

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

to the E ditor

e | editor@gwpmagazine.com.au

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1300 889 132 Business Resource & Lifestyle | Issue 58 | September 2013

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Proudly Presented by

Standing in 2nd place on the podium at the Clipsal 500

Fishtail on a flying lap at the Clipsal 500 in Adelaide

Andrew Fisher...

Putting Jesus in the Fast Lane 10

Business Resource & Lifestyle | Issue 58 | September 2013

great australian Business People

The Jesus Racing team makin g an impact on an d off the race track w ith their stand out br anding and livery

re on Fishtail putting pressu

psal 500 Kris Walton at the Cli

The Jesus Ute exciting the crowd as it thunders across the top of ‘The Mountain’

by Adrian Payne

At age thirty-six having forged a highly successful career Andrew Fisher achieve his long held ambition when he was asked to take on the CEO role of an unsteady public company and restore it to profitability. In return he would receive what he calls “an exorbitant amount of money”. Even though he had reached the summit and achieved the task of turning the company around with what he saw and experienced from this extraordinary height it became clear that it was not fulfilling for him personally.

“I remember the moment well… you walk in and tell your wife that you are leaving your incredibly high paying job, she says, what are you going to do and you say, I don’t know, but whatever it is it will fulfil me more than what I have been doing. There is silence as she processes the financial implications and then with a smile says she would rather live in a box and have me happy, now that is love” says Fisher.

A man of faith Andrew Fisher grew up “under a pew” in a Baptist church in Canberra, he was the youngest of four children. His father was a conservative and influential man.

He was a good god-fearing father and encouraged his kids

Business Resource & Lifestyle | Issue 58 | September 2013

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Proudly Presented by to ask questions. During his own childhood he grew up in a strict household where questions were discouraged. He felt that his own children should not be inhibited in the same way.

Andrew’s maxim that ‘conflict is good’ reflects his inclination to respectfully challenge authority, and not to believe everything that is stated as ‘fact’.

He believes that much of his success has come from questioning the paradigms of business and life models, that others hold as beliefs.

Walking away from the corporate life was not the first time Fisher did not follow his dreams, at a young age he was very successful AFL (VFL back then) footballer playing grade football in Canberra at the age of 16 and almost following in his brothers footsteps (his brother was drafted to the North Melbourne Football Club).

organisation that was in trouble. After successfully restoring it to profit, he opened his own business called Willpower International. Over the next few years Andrew consulted as a specialist in strategy, structure and cultural advice for a series of different organisations.

Over a 10 year period Andrew invested in a number of successful companies which is where he turned his interest once leaving the high flying corporate scene.

This period of life also resulted in him reflecting on what he wanted to do next... searching for something that would provide fulfilment, and present a challenge to his already well-proven business management skills was at the front of his mind.

Whilst attending a conference, a speaker was talking about how people “live their faith”. His words prompted a question for Andrew... “How do people to know I am a Christian?”

He reflected on the fact that he had always been a Christian. He had maintained a steady association with the church from childhood and had always enthusiastically embraced the Christian ethic.

Yet he felt that during his business career he had often presented as something of a dichotomy. On the one hand strong-willed, having to disagree with people who wanted to persist with tired old processes, while on the other hand being compassionate and capable of getting positive contributions from people.

Due to a number of circumstances Fisher left his childhood dream behind and at Age 21 he practically fell into business and fell in love with the cut and thrust of the daily challenge of management. By the age of twenty-seven years he was basically second in charge of the Electrical Wholesale business for the Australian arm of the General Electric Company and in the process of completing his MBA studies.

His degree firmly under his belt, he decided that the cosy, safe world of the multi-national environment was all very well, but he wanted to see if he had the talent to make it in the ‘real world’ where business wasn’t ‘on a plate’.

At age twenty-eight, he set out as a business consultant to rescue faltering businesses. A bank asked him to take over the management of an

Jesus Racing’s partner - the Bible Society Australia utilising the high profile to get exposure for their Bible reading campaign at the Bathurst 1000

otor e Aussie m A true blu urst th a B atic at racing fan find out to t n e m o taking a m ing team Jesus Rac what the ut are all abo

The Jesus Racing driver making up for lost ground in Darwin after coming to grief with a stranded car in the middle of the track

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Business Resource & Lifestyle | Issue 58 | September 2013

great australian Business People Fisher had taken up motor racing at the ripe old age of 33, he had always loved cars and driving them but it was not until a couple of mates persuaded him to have a go and join them in a race that Fisher fell in love with the sport.

Reflecting on the early stages of his racing Fisher explains that it is a lot harder than it looks however applying his usual work ethic and desire for knowledge Fisher soon became a force to recon with and eventually began wining races and took his car into third place in the Lotus Championship in 2005.

In deliberating long and hard about what he would do as the next phase in his life, he combined some key elements. One that he was a Christian, and wanted people to know it. Secondly he wanted to challenge peoples thinking about what a Christian ought to ‘look like’. And third... he wanted to mix his passions together, motor racing business and Jesus it was at that moment that. ‘Jesus Racing’ was born.

The first step was to decide what Championship they would launch this new team into. As a marketer

by trade Andrew new that one of the best way to get PR is to cause controversy so rather than join the ranks of the Porsche Cup or Production Car Racing Andrew chose the most robust, argy bargy, rubin’s racing series in Australian (maybe the world)…the V8 Ute Championship.

What the car would look like became a major issue.

Just sticking on the Christian fish would have been easy ... another option could be a quote from the bible - John 3:16 for example ... “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life”. Whatever they did they knew would be regarded as ‘freaky’, so as all good marketers do, Andrew decided to ‘just do it’ and “do it big”!

“The response was remarkable” says Fisher, “I had no idea that it would create such controversy.

In 2007 Fisher rolled out a big white V8 Ute with ‘Jesus. All about Life’ emblazoned bright red on its bonnet and on its doors. Andrew watched as the ‘Jesus car’ lined up in the pits among those with commercial sponsors’ names and logos stuck to every available panel, he saw that people were puzzled, just not knowing what to think about a new and unexpected element muscling into poll position with the big players in their motorsport world.

Suddenly a Christian was seen to be travelling at two hundred and fifty kilometres an hour, and not looking like an ageing conservative church-goer at all! He was breaking the mould, trashing the paradigms and putting Jesus in the fast lane!

Some Christians thought that branding a racing car with the name Jesus was sacrilegious. None of that was a surprise to Andrew... It was symptomatic of his Jesus Racing concept challenging old ideas!

Until this decision in 2007, Andrew had had commercial sponsorships to help defray the huge costs of participating in motor racing. But he knew that if another sponsor was involved, say the “Red and White Kitchen company”... commentators would call it the Red and White Kitchen Car, rather than the Jesus Racing Car. So to avoid this no sponsorship outside the Christian community was sort. The team picked up some support from Christian Super in the first year however the loss of sponsorships was a huge concern.

The original thought was that a number of Christian Business leaders would love what we were doing and would want to support the idea of having the name of Jesus presented in such a powerful and contemporary way says Fisher. We though we could get around twenty or so Christian business leaders who would be happy to put in five or ten thousand dollars... but sadly that didn’t work. So the first year Andrew and his family drew down on their mortgage to the tune of a hundred and twenty thousand dollars.

Given the failure and the fact that they were quickly running out of money they thought perhaps spreading the load over a greater number of people would work. So they invented the three-hundred/ six-hundred club, with three hundred Christian people putting up six hundred dollars each. Sounds easy but unfortunately that too failed to tantalise enough investors. Andrew was starting to think that he had misread the Christian ‘marketplace’.

Never-the-less the ‘brand’ was building well with plenty of coverage having won the Rookie of the year in 2007 placing fourth and placing fifth in 2008. He spoke to Peter Irvine Co-Founder of the Gloria Jean’s Coffee House business. Peter loved

Preparing to jump into the cockpit for Race 3 in Adelaide

The team making a fe w quick ch qualifying anges duri at the Clip ng sal 500

w with g an intervie Fishtail doin llo Raceway ga ba ar B Channel 7 at in Perth Fishtail leading the pack at the Clipsal 500 in Adelaide Business Resource & Lifestyle | Issue 58 | September 2013

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Proudly Presented by what Andrew and the team was doing and felt that Gloria Jean’s Coffees would gain significant exposure and excitement from being involved with the Jesus Racing team so he suggested that Andrew meet with Nabi Saleh his business partner who was Chairman and Managing Director of the Coffee House Group. In 2009 a meeting with Nabi resulted in a sponsorship deal for the team.

During the course of that relationship which ended at the end of 2012 the Jesus Racing team visited over 140 stores and generated over 3.5 million dollars worth of value for Gloria Jean’s Coffees.

You could say the relationship was a match made in heaven! Sadly with the tougher economic environment Gloria Jeans had to refocus on their core business. So in 2013, the Jesus Racing team is facing a leaner year, having lost their main associate sponsor..

Fisher hopes the fact that they race in front of the one point four million people that gather around the racetrack each year and fifty-eight million people who watch the Jesus racing car flashing around the track on TV each year that someone will think ... that’s great exposure!...

a programme called ‘Life choices’ which is a program that challenges teenagers to think through the consequences of their decisions when considering some of the more important aspects of life. This program has now been presented to around two hundred and fifty thousand high school students across Australia.

The team take a replica of the racing car, and simply talk to students about things like road safety, sex, drinking, drugs and other aspects of making good choices in their lives.

The program goes for about an hour in length and is high energy and impacting. Andrew says “we are not there to tell them what to do or not do, there is no point having that approach I simply

was not to be disturbed. Andrew’s inclination to question authority took over and he marched into the office and disrupted the meeting. The Principle took action immediately and the girl was taken into appropriate care, and is alive today.

The message Andrew projects is about putting together a positive framework for life despite the setbacks, and ‘living it to the full. ‘Living life to the full’ - is a line often used among the Jesus Racing Team, it’s from John 10:10 “The thief comes only to steal and kill and destroy; I have come that they may have life, and have it to the full”.

In his speaking opportunities at community events Andrew often presents his thoughts about ‘personal legacies’. “The default legacy is one

The Jesus Racing team made a huge impact when they attended the 2012 Deni Ute Muster in Deniliquin - Here getting ready for the opening ceremony where die hards camp for weeks to be one of the first through the gates

Fisher’s real wish is that the team would attract financial support from churches and key business leaders as that provides the team with the greatest flexibility to help promote other organisations.

Fisher is an ambassador of Compassion Australia, a Child Development agency that looks after the needs of over 1 million Children living in poverty and often runs their logo on the race car Free of Charge to help promote the cause.

Students enjoying a visit by Andrew “Fishtail” Fisher and the Jesus Racing team at their school

“There is still a bit of an expectation that people will walk in to church”, says Fisher “but this is simply not the case, Jesus Racing is the sharp end of the sword, we shake up people’s paradigms, we challenge their thinking, we establish the conversation in the market place and we need the church to support us in doing this.”

Out of the journey ... some of which has been clocked at nearly three hundred k’s an hour, has come something else. Andrew was fielding calls from people saying they had heard he was a fascinating speaker, someone with great stories and a positive attitude. So he started saying ‘yes’ to some of these requests to come and talk to schools, detention centres, jails and community groups.

Being deliberate by nature and wanting to make the most of every opportunity he has developed

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Business Resource & Lifestyle | Issue 58 | September 2013

challenge and inspire them to think through the consequences of their decisions for themselves Andrew and his wife Annmarie have two kids of their own. Harrison, their thirteen year old, and Lilly who is twelve. He uses Lilly’s story to help young people find some perspective when they talk about making good choices. Lilly was born with a ‘faulty’ heart. She has a condition called ‘hyperplastic left heart’. When she was born, doctors advised Andrew and Annmarie that it was best if they just let her die! ... Typically, they didn’t take that advice and after many months spent in hospital including three open-heart surgical events, Lilly survives, although they know that one day her heart will let her down.

While visiting one of the many schools, a young student approached him in tears... he realised they were coming from a very deep sadness when she explained she had decided to commit suicide that very day. Andrew was faced with a situation he had not expected in such a raw form. He comforted her as best he could. Not being able to hug or touch her made it the more difficult. He went to the Principal’s office to get help, only to be told by the ‘office person’ that the Principal was in a meeting and

that we leave behind” he says, “having lived our life”. But he challenges people to make conscious decisions about their personal legacy. About doing something that is for the benefit of other people, something that will have future generations remembering a contribution we made in the lives of others.

Interestingly Andrew didn’t set out to build a ‘Christian racing team’. He says he’s just a Christian who happens to race cars. He sees himself as running a competitive racing team ... with him in the driver’s seat, out there doing his

Fishtail defining what it means to make a courageous decision in life with the Life Choices program at The Kings School

great australian Business People Eight and FPR. They are the best known brand after these heavyweights. This has not happened by accident instead the team employs effective business practices in terms of marketing and PR. Andrew points out that it costs them over sixty five thousand dollars a year to have their own in-car camera. But believes the coverage they get for the Jesus ‘concept’ is worth it. It’s hard to argue with him as the team received $1.2 million in coverage last year.

Fishtail presenting via a video to the 3000+ men at the Men’s Katoomba Convention 2013

best to win races. He says he didn’t deliberately go looking for Christians to build a great team, just the best people they could find.

As it happens though over the past few years the team dynamic has changed and now Andrew is supported on track by a team of committed experts who just happen to share his faith. Marc Wardell who travels from his base in WA for every round of the competition is regarded among all the mechanics who work on the V8 Ute’s as the best!

Mark Donnelly is their panel man ... and when it comes to V8 Ute racing this is an important role… he is not just a panel changer however but a panel shaper in the best old-fashioned tradition of the profession. The there is Jono Plapp who handles the tyres, Aaron Borg who supports him and Andrew Martin who helps out the team with community engagement at the track.

To save on costs the team choses to outsource the preparation, logistics and engineering of the car to Sieders Racing. The Sieders family are long term friends of Andrew’s and when he established himself in the V8 Ute Championship Luke Sieders was who Andrew turned to. Sieders Racing now look after the maintenance and preparation of five of the utes competing in the championship.

The hardest thing for the Christian community to understand is that Jesus Racing is a business and a ministry, one serving the other in a modern hi-tech world. The Jesus Racing Team’s profile is right behind that of the leading V8 Supercar teams such as the Holden Racing Team, Triple

Seven years on the team is well established and accepted by the general majority of the Australian community, although they did upset the Atheist Foundation recently. They have small group of committed financial supporters, a great relationship with the Bible Society of Australia who became an unlikely supporter of the team and they have established themselves at the front end of Australia’s most robust and competitive championship.

I have been blessed with having great people around me, both in the Jesus Racing Team and in our businesses”.

Not to miss an opportunity Fisher points out that the team is still seeking an associate sponsor to replace the loss of Gloria Jean’s Coffees and financial supporters that want to help the team continue the work it does with engaging within the community. G

Fishtail getting mobbed by the students at a high school in Western Australia

Like him or not, Fisher is committed to what he does. He spends around 200 days every year speaking in High Schools, dinners, community events or racing on race tracks to challenge the paradigms of other people and just in case you are thinking: “Well, that’s his job”, he does it for free.

Neither Andrew nor his wife Annie who spends around 2 days each week supporting the teams efforts in an administration capacity get paid… they work for the love of it.

So how does he do it? ... Limited sponsorship, limited time to earn a living and much of the cost of Jesus Racing coming from the family ‘chest’.

Andrew explains, “over the years I have developed businesses that do not require my day-to-day involvement and to be honest, even though as a management consultant it pains me to admit it, since I have been working in Jesus Racing and not in our businesses they have been even more successful. It’s like I am on secondment to God! I give up my time for what I think he wants me to do and he provides for us going forward.

Fishtail doing one of many media shoots for an upcoming story on the team involvement at the Deni Ute Muster

ar was t of the ye A highligh ” Jesus ute to “Feral building a 00 people ith the 25,0 Muster w t ec n n co te U i en D at the

The Jesus ute on display near the main stage where Kelly Clarkson was singing at the Deni Ute Muster Business Resource & Lifestyle | Issue 58 | September 2013

15

Leadership

Kevin Rudd’s Great Betrayal The Hon. Charlie Lynn - Member of the Legislative Council

Any Australian CEO who attempts to use corporate funds for their own advantage is sure to face a lengthy term in jail. Just ask former Coles-Myer CEO Brian Quinn who served over two years in the slammer for spending more than $4 million of shareholders money on his home.

One can only imagine how much longer he would have spent in jail if he had misappropriated more than $1.5 billion to get a refugee camp built on Manus Island for his own benefit.

This is what Kevin Rudd has done to fund a solution to a problem he created when he reversed John Howard’s border protection policy that had effectively stopped the boats. Rudd knows that the Manus Island solution won’t work. However it is not designed to work. It is a shameless campaign con designed to last until the September 7 election.

If Brian Quinn got two years for using shareholder funds for his own use then Kevin Rudd would be in for the term of his natural life if the same rules applied to politicians.

The only winner out of this blatant heist of taxpayers’ money is PNG Prime Minister Peter O’Neill. He played Rudd off a break to pocket $1.5 billion dollars for his country. The late Kerry Packer once said you only get one Alan Bond in a lifetime when he sold Channel Nine to Bond (who also finished up in jail) for a cool $1 billion. Peter O’Neill could say the same about Kevin Rudd.

The invasion of illegal immigrants since Rudd opened the floodgates is a treacherous betrayal of our national sovereignty.

In 1941 the Australian population was paralysed with fear as they faced the threat of a Japanese invasion. History records that the Japanese High Command decided against an invasion because it would take up to five army divisions (around 70,000 troops) to force us to capitulate. They never got to review their decision as they were stopped by our diggers on the doorstep of Port Moresby.

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Business Resource & Lifestyle | Issue 58 | September 2013

Sixty years later a group of illegal immigrants attempted to test our national resolve via a ship, MV Tampa. The resultant standoff led to former Prime Minister John Howard declaring that we will decide who comes to this country and the conditions under which they come. Whilst Howard was lampooned by the left he stood firm and the boats stopped coming.

New Guinea to extend their networks. It will also be relatively easy for them to access Horn Island then travel anywhere in Australia on our domestic air network.

And to rub salt into our wounds these terror cells will be sponsored by Australian taxpayers courtesy of Kevin Rudd.

Rudd is fortunate there is not a refugee equivalent of a war crimes commission otherwise he would be in the dock.

Kevin Rudd piggybacked off John Howard’s effective policy in the lead-up to the 2007 election but dismantled it after he was elected.

This resulted in some 2000 men, women and children drowning at sea and 50,000 illegal immigrants flooding our welfare system.

Rudd is fortunate there is not a refugee equivalent of a war crimes commission otherwise he would be in the dock.

The cost to the Australian taxpayer is in the tens of billions of dollars. Within 12 months, at the current rate, the total number of illegal immigrants will equate to the size of five Japanese divisions.

The Manus solution to Kevin Rudd’s election problem is a crude, diversionary farce.

Sponsoring Islamic immigrants to settle in Papua New Guinea on Australian welfare is an impossible concept. Papua New Guineans will not surrender traditional land. They are a complex tribal society living in a subsistence economy.

Their national anthem enshrines Christian values.

They are a developing third world nation with almost insurmountable social and economic challenges. They have thousands of refugees from West Papua living in squalid camps without an identity. They share a border with Indonesia – one of the world’s most populous Islamic states.

There are no winners in Rudd’s reckless solution.

Of more concern is the opportunity for al-Qaeda strategists to establish terror cells in Papua New Guinea. Once they are re-settled on Manus Island they would be free to travel throughout Papua

Economic refugees, those arriving with gold, cash and laptops will find it easy to avoid resettlement in Papua New Guinea by flying to Daru, hiring a boat to run them to the Torres Strait Islands and then jumping on a domestic flight to Australia.

Rudd’s Labor colleagues have described him as a political psychopath, a once-in-a-century egomaniac, a lunatic, the least trusted bloke in Caucus, a narcissist, and a control-freak entering ‘the realm of evil’ in politics.

The ‘evil realm’ he is entering is the surrender of our national sovereignty. Prime Minister John Curtin did this in 1942 when he transferred responsibility for censorship to US Army General Douglas MacArthur. According to a United States historian, Professor Russell Buhite, Macarthur was an egomaniac with a ‘malignant narcissism’.

The same flawed characteristic attributed to Kevin Rudd by his Labor colleagues.

Tens of thousands of Australian servicemen and women gave their lives for freedom during two World Wars and numerous other conflicts. They would be turning in their graves at Kevin Rudd’s surrender of the borders they died to protect.

Rudd’s political epitaph is destined to be a three word slogan – ‘Me, Me, Me’. G

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17

LOCAL Government

Smart Start or Smart Biz?

Which business information program is right for you?

Are you just starting a business?

Or perhaps you’re an experienced business person looking for new ways to build your business.

18

• Local business statistics • Business demographic data • Business databases • Market analysis and research • Population forecasts • Referrals to business support programs • Local networking opportunities

Council’s free Smart Biz program offers established businesses:

Either way, The Hills Shire Council has a free business information program that can help you make informed business decisions.

Smart Start also gives new business owners essential information about State Government programs, and overview of what’s happening for business under the Metropolitan Strategy and useful contacts and links.

• Practical examples about how you can better use online demographic profiles • Resources to help plan future marketing activities • Insights into growth opportunities in the Sydney Hills • Access to company databases segmented into business types • Connections and referrals to other businesses and business support agencies • One-to-one consultations on specific issues

SMART START

Smart Start workshops run regularly. To register your interest, email smartstart@ businesssydneyhills.com.au or call 9843 0324.

To register your interest in a Smart Biz consultation, email smartbiz@businesssydneyhills.com.au or call 9843 0324. G

When businesses first start out, they want to attract attention and get known.

SMART BIZ

Smart Start is a FREE program developed by The Hills Shire Council specifically designed to show new businesses how to get known, get informed and get connected.

Are you already established in business, but would like a higher level of marketing intelligence? Are you looking for information that could help propel your business to the next level?

If you’ve recently started a local business, Smart Start is just right for you.

Smart Biz can help your thinking around decisions about your already established business.

Council’s Smart Start program offers new businesses the opportunity to access to a range of information including:

Sessions can take the form of individual business consultations, or small group seminars for likeminded businesses.

Business Resource & Lifestyle | Issue 58 | September 2013

Let us know how we can help your business succeed. Contact The Hills Shire Council’s Economic Development team on 9762 1108.

Smart Start FrEE marketing insights for your business Have you recently started a business and would like a better understanding of the local area?

Workshop outcomes and benefits

When businesses first start out, they want to attract attention and get known.

•

Provide you with practical examples on how you can use Council’s online demographic profiles

•

Equip you with resources that will save you time and provide you with supporting information that will help you manage your future marketing activities

•

Provide access to databases that have been segmented into their business description, helping you better target to your niche

•

Ensure you are connected to all the possible help and advisory assistance available in the Sydney Hills

Smart Start is a FREE program developed by The Hills Shire Council specifically designed to show new businesses how to get known, get informed and get connected.

If you’ve recently started a business, Smart Start is just right for you.

What will you get?

Register your interest Smart Start workshops run regularly.

To register your interest, email smartstart@businesssydneyhills.com.au For more information contact 02 9843 0324

• • • • • •

10,000 + marketing database Metropolitan Strategy Overview Online business leads portal Demographic profile Useful contacts and links Population forecasts

www.thehills.nsw.gov.au

Smart BIZ FrEE marketing insights for your business

Are you already established in business, but would like a higher level of marketing intelligence?

Outcomes and benefits •

Practical examples about how you can better use online demographic profiles

Are you looking for information that could help propel your business to the next level?

•

Resources to help plan future marketing activities

•

Insights into growth opportunities in the Sydney Hills

•

Access to company databases segmented into business types

•

Connections and referrals to other businesses and business support agencies

Smart Biz can help your thinking around decisions about your already established business.

Council’s FREE Start Biz program offers businesses an one-to-one opportunity to gain access to a range of information.

Register your interest To register your interest in a Smart Biz consultation, email smartbiz@businesssydneyhills.com.au For more information contact 02 9843 0324

“get the Business Facts that matter about the sydney hills” Business Resource & Lifestyle | Issue 58 | September 2013 www.thehills.nsw.gov.au

19

Business Advice

SMSF – Review and Realign Adam Goldstien, Wealth Adviser - Skeggs Goldstien

Over the past three articles we have been following the strategy for the Achy Breaky Heart Super Fund.

Having now been operational for about 12 months, it has come time to conduct a formal review of the fund to determine if the initial strategies are still appropriate to meet the ongoing needs of Billy and Michelle.

When reviewing your Self Managed Superannuation Fund (SMSF) or any investment portfolio, it is important to look at your investment strategy, the performance results and ensuring that they are in line with your overall strategies and ability to meet your goals. Ask yourself a few questions along the way, “Have my overall goals changed?”, “Are my strategies appropriate for the current market?”, “Are there other investment options that I should consider?” and perhaps most importantly for an SMSF, “Am I getting the best advice possible?”

This review will focus on the performance of the fund since inception and how the fund is progressing towards achieving their longer term retirement objectives of being able to retire at age 60 on an income of $120,000 p.a. in today’s dollars until age 85.

Firstly, we address the performance of the fund. The table below provides a summary of the returns achieved by each of the investments (excluding cash).

The following points are worth noting: • Both the short-term and long-term deposits were locked-in 12 months ago when interest rates were at 5% p.a.

• Corporate fixed income debt has provided a slightly higher level of income return at 6% p.a.

20

• Australian shares have performed exceptionally well over the past 12 months despite the recent market volatility and the long/short strategies have enhanced this return.

• Capital growth on the business premises has also exceeded expectations.

Overall, the portfolio has returned just under 10%, and is now valued at $871,700 (gross) including cash investments. Billy and Michelle are well on their way to meeting their retirement income needs given this is higher than the $835,000 projected 12 months ago. Further, at the commencement of the strategy we advised Billy and Michelle to gear 50% into a commercial property valued at $600,000. Our debt position at the end of Year 1 is now $284,000.

As a result of the income and contributions received by the fund over the past 12 months, Billy and Michelle have accumulated $52,700 in cash.

Another important aspect to consider is the asset allocation within the fund to ensure it meets the requirements of the fund’s investment strategy and Risk Profile. The table below provides a comparison of the recommended market exposure versus their original benchmark.

By reducing the cash balance back to $10,000 (to meet fund expenditure) with the remainder deposited into an offset account against the loan, the fund will continue to be invested within acceptable variance limits as detailed in the fund’s Investment Strategy. Also, in light of falling returns on Term Deposits over the previous 12 months it would be prudent to review the exposure to Fixed Income and the future returns and compare them against the interest that would be saved by increasing the allocation to the offset account.

Investment name

Valuation/Inception

Income

Valuation/after12 months

Return %

Short Term Deposits

$30,000

$1,500

$30,000

5.00%

Long Term Deposits

$30,000

$1,500

$30,000

5.00%

Corporate Fixed Income Debt

$50,000

$3,000

$50,000

6.00%

Direct Australian shares

$50,000

$2,500

$55,000

15.00%

ASX benchmarked long/short strategies

$30,000

$1,200

$34,000

17.33%

Direct Business Real Property

$600,000

$40,000

$620,000

10.00%

Total

$790,000

$49,700

$819,000

9.96%

Business Resource & Lifestyle | Issue 58 | September 2013

Original Benchmark

Recommended Allocation

Defensive asset sub-classes

%

%

Cash

5

1.15%

Australian Fixed Interest

10

17.52%

International Fixed Interest

0

0.00%

Australian Shares

10

10.21%

International shares

0

0.00%

Listed Property

0

0.00%

Direct Property

75

71.13%

Total

100

100.00%

Asset Class

Growth asset sub-classes

The benefits of using an offset account are to allow access to emergency capital should it be required by the fund for repairs or other needs, whilst effectively reducing the interest payable on the loan balance. This would in effect provide an 8% p.a. return on the fixed income component as opposed to the sub 5% returns from Term Deposits and cash.

However, despite the strong performance of the fund, the portfolio remains passive in nature and has been setup to minimise capital volatility and take advantage of positive compound returns over the long term.

More importantly, the fund continues to meet Billy and Michelle’s ongoing objectives, the trustees have managed their risks effectively (insurance) and the fund continues to meet it’s regulatory obligations as set down by the Australian Taxation Office (ATO). G

If you are considering establishing a SMSF or require specialist advice on your existing SMSF, our SPAA accredited, Specialist Advisers can help you with all aspects.

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

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Business Resource & Lifestyle | Issue 58 | September 2013

21

Business Advice

Injury Management Minefields!

Kris Cilia, Senior Consultant - The HR Department

Employers are often unclear of their rights and obligations when dealing with injuries in the workplace. Injury management aims to ensure that employees return to full duties as quickly and safely as possible. It involves arranging treatment for the injured person, rehabilitation, and usually managing a workers compensation claim.

specialists, physiotherapists and other treating professionals. Employers with 20+ workers must appoint a Rehabilitation and Return to Work (RTW) Coordinator to facilitate injury management and RTW. There is conjecture as to whether workers should arrange these visits during work hours or in their own time. The Workers Compensation Act 1987 is not prescriptive, so employers will need to rely on their good relationships and effective communication to facilitate the least disruption to the workplace as a result of workers attending appointments.

The first question is whether the injury is work related? If the answer is yes, you are required to inform your worker’s compensation insurer/ agent. Also WorkCover NSW must be notified of serious injuries within 24 hours and minor injuries within 48 hours with paperwork provided within 7 days. Your insurer will advise on how to manage the employee during recovery, and will arrange income support to the employee if there is time away from work. They will also assist in arranging treatment and referral to treating professionals if required. If you do not agree with their approach, don’t be afraid to question their advice and gain clarification.

Under the Work Health and Safety Act 2011, all Persons Conducting a Business or Undertaking and Workers have an obligation to ensure the safety of themselves and others around them.

These obligations also extend within injury management and return to work.

If work was the substantial contributing factor to the injury, the employer must try to provide suitable duties that accommodate the restrictions stipulated by the worker’s treating doctor.

Research shows that the sooner an employee is treated and returns to some form of work, the faster they will generally recover. This approach results in a reduction in time lost and claims costs and promotes recovery.

Sometimes there may not be sufficient suitable duties to fill a whole day. Offering several hours work in some capacity is better than the injured employee sitting at home on the couch feeling miserable! Liaise with the doctor about the worker’s restrictions and capacity during the recovery period. Doctors can be very busy and may not always be prepared to take a phone call, however, a short, polite email or fax can assist you in clarifying a restriction or the capacity of the injured worker. A physical capabilities checklist is a great way to help identify what tasks your employee can or cannot do.

At times, other parties may be involved in the injury management process. This may include

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Business Resource & Lifestyle | Issue 58 | September 2013

The employer has a range of responsibilities – in summary these include: • Maintaining appropriate workers compensation insurance • Maintaining a Register of Injuries and appropriate records • Reporting injuries to the insurer within required timeframes • Reporting serious injuries to the appropriate authority within statutory timeframes • Consultation with parties regarding injury management and developing a RTW Plan • Offering suitable duties • Not terminating the worker’s employment because of that injury (unless statutory timeframes have passed) Employees also have many rights and responsibilities which include the following: • Reporting workplace injuries as soon as reasonably practicable • Nominating a treating doctor who will actively participate in and cooperate with the development of return to work arrangements • Cooperating with and participating in the agreed RTW Plan • Authorising treating professionals to exchange relevant information • Ensuring their medical certificate is always up to date, and attend appointments on time • Maintaining regular communication with their supervisor regarding their progress, treatment and the injury management plan.

In some cases, performance related issues arise during injury management and return to work.

The important things to remember are: • Separate the performance issues from injury management • Consult with the employee and provide regular feedback • Be clear, concise and unbiased • Address issues promptly and apply the performance management procedure if appropriate • Follow your company’s grievance resolution process if there are problems.

What about injuries that are not work-related?

Employers are generally not obliged by law to accommodate suitable duties for injuries that were not caused by work. However, many employers allow employees to use sick leave or other paid leave until they are well enough to return to work or opt to provide suitable duties to help those employees back to full health. If you choose to provide suitable duties, ensure that you assess the employee’s restrictions against the activities they are required to undertake in their job. Under the Work Health and Safety Act 2011 all employers have a duty of care to ensure the health and safety of their workers – this includes periods where employees are working while they are recovering from injuries unrelated to work. G

The HR Department provides advice, support and conducts education sessions to help managers understand their obligations and responsibilities.

If you would like to discuss how we can help you manage RTW and the occasional grievances that arise from this process please contact us by calling 02 8850 6124.

The HR Department p | 02 8850 6124 e | elly@thehrdepartment.com.au w | www.theHRdepartment.com.au

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The HR Department was born out of the realisation that there are thousands of small to medium business without dedicated human resources professionals to help. Statements kept arising which made it clear businesses needed help.

“I spend so much time on staff problems I don’t seem to have any time for my own work” “I go home every day feeling like I’ll never catch up” “I need to reduce my costs but I can’t see how” “ I want to go back to my core business”

The answer was not to put on a permanent staff member for many reasons · fear of increasing risks in employing permanent staff · not getting the broad experience needed in the budget you can afford to employ a permanent employee

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P: 02 8850 7124 The HR Department | Suite 515 | 2-8 Brookhollow Ave | Baulkham Hills | NSW 2153 www.realiseperformance.com.au Business Resource & Lifestyle | Issue 58 | September 2013

23

Feature

Aligning Strategy, Culture and Structure – Does Your Organisation Fit the Framework?

Fiona Webster - TAFE NSW - Western Sydney Institute (WSI)

How often do your company strategies really succeed? Every time? 80%...

50%… 20%... less? Research shows that only a tiny proportion of organisational strategies actually convert into positive action. So why is this so?

The answer lies in the alignment of organisational culture, strategy and structure. In the 1990s, the CEO of IBM Louis Gerstner set out to modernise the business by transforming it from being a maker of computer products to being a provider of IT solutions. To be successful he recognised that he had to realign IBM’s organisational structure and culture with this new strategic goal.

For IBM this change in strategic focus was a good plan some 20 years ago. Perhaps in more recent times they will be considering a fresher contemporary strategy – which will require further changes in structure and culture.

In order for organisational success, the three elements of strategy, structure and culture need to fit together like a jigsaw. Of the three elements, culture is widely accepted as the most difficult aspect to change. William Schneider1 describes four generic types of culture – competence, collaboration, cultivation, and control. In a competence culture, the organisation values technical excellence, competitiveness, and achievement - often such companies are led by engineers or scientists. HP and the CSIRO are typical examples. At the other end of the scale collaboration culture places great value on understanding customers’ needs. In these companies, products and services are dictated by customer requirements rather than unique technical competence, and are achieved by effective team work and processes. A cultivation culture suits highly creative and talented staff and nurtures them in order to produce unique products – think media companies and advertising agencies. This type of culture needs to adapt rapidly to market changes, often isolating key employees designing and producing this disruptive technology from the rest of the organisation. Finally, a control culture is appropriate for companies which produce low cost, reliable and standard products and services. Control cultures value order and security, systems hierarchy and loyalty from staff

24

Business Resource & Lifestyle | Issue 58 | September 2013

(for example electric utilities and insurance firms).

Where does your business sit amongst this cultural matrix?

In line with each organisational culture is a matching strategy. For competence cultures a product leadership strategy is recommended.

Why? Because maintaining state-of-thearttechnical excellence is the key to success.

Often they have an ability to demand higher prices if competition is low. For companies with collaboration cultures, a strategy of customer intimacy allows for responsive delivery of customised products and services, demanding higher prices. Cultivation cultures aim for disruptive innovation strategies to support the development of unique technology. eBay is a typical example of an organisation which cherishes brilliance and out-of-the-box thinking.

Control cultures should pursue operational excellence strategies, in order to maintain lowcost, reliable and standardised offerings (e.g.

FedEx).2 In the same way that organisational culture must align with strategy, so too must strategy align with structure. A structure which aligns is one which allocates scarce resources to the desired strategy and supports the correlating culture. A weak matrix, aligned to a competence culture, is best for an organisation where workers are grouped by function. A strong matrix aligns with a collaboration culture, and the product/service line managers (or customer-facing staff) have a major influence on decision and actions of workers. In a cultivation culture, a balanced matrix (also known as Tiger team or Skunk Works models) allows for equal influence in function and product/ service lines, as employees need to negotiate continuous trade-offs in daily decision making.

This structure is in place at companies such as eBay and Google. For a control culture striving for operational excellence, a traditional hierarchy is best (for example parcel delivery services and supply chain logistics).

In order to effect change, start by carefully thinking about your culture - it is the most difficult element to change, it is the key to success and there have been very few examples of successful strategic shifts in companies which are not also accompanied by cultural change. To achieve all this three conditions must be met:

1. The leader must model the required behaviour of his/her employees – workers are highly skilled at recognising any whiff of hypocrisy.

2. The employees must understand why their current culture needs to be changed.

3. Leaders must implement projects and programs to change the internal environment, including possibly bringing in managers who are champions of the desired new culture.

More about this in a future article.

G

1. W. Schneider. The Reengineering Alternative: A Plan for Making Your Current Culture Work. Burr Ridge, IL: Irwin Professional Pub., 1994.

2. G. Moore. Living on the Fault Line: Managing for Shareholder Value in Any Economy. Rev. Ed. New York: HarperBusiness, 2002

TAFE NSW – Western Sydney Institute offers professional programs in management and organisational strategy, structure and culture workshops, through its WSI Plus professional development program. For further information visit www.wsi.tafensw.edu.au.

TAFE NSW - Western Sydney Institute (WSI) p | 02 9208 9573 e | Fiona.webster@tafensw.edu.au w | wsi.tafensw.edu.au

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25

Feature

Future-Proofing John Watters, Executive Officer – AusSIP

In the last few months I have been renovating my house. Like many keen home renovators, I have searched the Internet, spoken with friends and colleagues and utilised a variety of media to find as many hints and challenges people have encountered along the way.

My theory has been to undertake this task once, as I’ll probably be too old and cranky in the future to do this again.

One of the most interesting concepts I have found various blogs outline, is the concept of ‘futureproofing’. Essentially, this involves incorporating infrastructure building concepts into the renovation process. This could include additional power points, coaxial and data outlets and laying additional conduit. The premise behind such installations is that these will make future additions and upgrades to the house easier in the future and somehow limit any negative impacts.

When I enthusiastically read through such ideas, I started to question the validity of many arguments.

Whilst I can understand and appreciate the need to try and do as much to the house with a longterm perspective, I wondered if the original builders had the same philosophy and to what extent I could actually ‘future-proof’ the house.

If your house is like mine, being twenty or so years old, I would suggest that each room has about one to two power-points, perhaps one or two television outlets in the whole house and little to no wall insulation. At the time when the house was built, there were no additional needs. Most homes had about one to two televisions, one central light in each room, air conditioning was a luxury and electronic devices were limited to one computer, a hair-dryer and perhaps a gaming device. There is no way that most people could ever foresee the proliferation of home needs and devices. The question is, how accurately can we ‘future-proof’ our houses.

Such questions and my folly in believing I could somehow ‘future-proof’ my house, reminded me of the same challenge of education and employment.

Everyone agrees that a good education is essential and we all want our kids to be well-educated.

We send our kids to the best possible schools,

26

Business Resource & Lifestyle | Issue 58 | September 2013

often requiring us to make sacrifices to pay for this education and even in some cases move our families to different suburbs. We re-tell stories of what we should have done and try to advise our young to learn from our mistakes and take every opportunity as it arises. In essence, we are trying to future-proof our children.

The underlying queries I have with education, as I do with my house, is what do we understand by the terms ‘quality’ and ‘good’? Is ‘education’ defined by the well-established time of schooling years plus post education? If we are future-proofing our young, what does the future look like?

the best we can do is prepare ourselves for being in that unknown space when we are. About forty per cent of all current jobs didn’t exist six years ago. The currency of degrees are decreasing at a rate that has not been experienced. Trades are becoming multi-disciplinary and requiring increasing CPD experiences. Education alone won’t future-proof our careers and kids, however, learning is a stronger and more sustainable proposition. G

AusSIP working in Alliance with BREED and Penrith SIP can assist in finding opportunities for businesses to positively engage with young people and help build a more productive workforce.

For myself, education should be framed more in a ‘learning space concept’. Terms such as formal and informal education are describing learning. From a neuroscience perspective, learning occurs all the time and we are constantly making new neuron connections whether we are in education or not.

Furthermore, the concepts that we are only utilising certain percentages of our brain and that we can only learn skills at certain ages, are nonsensical.

Learning is continuous, accumulative and lifelong.

Learning helps to future-proof us; ‘traditional education’ concepts segment our lives.

For many, YouTube is one of the greatest learning tools. If you’ve ever wondered how you could do some DIY work, the search ‘how to…’ is one of the most powerful learning experiences. When I needed to render small sections of my house, I didn’t need to spend several years studying and honing my skills, nor did I need to learn the structural integrity of civil structures; I needed about half an hour of watching videos, patience and several practice attempts to get it right. How would this learning be described? Formal, informal, on-the-job, experiential, or a mixture of all? Will I be able to make serious alterations to my house; probably not. Will I have to learn additional skills in the future? Absolutely! The point is, my experience and skills I have learned along the way increase my chances of undertaking such work in the future and searching for a solution.

A qualification, trade or degree is not a destination in itself, but rather a vehicle that assists at that point in time. Like most vehicles, we need to upgrade and at least maintain them to retain value and keep us moving. We rarely buy vehicles believing that they will last a lifetime; we shouldn’t think that our last renovation is our last. The future is unknown and

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27

real estate

The Psychology of Price Angelo Lambropoulos - Director, ScanMe Realty

Should you set the price high, expecting buyers to bargain you down? Or should you start low to attract a lot of attention, expecting buyers to push the price up?

With so many competing properties for sale, yours has to pop out immediately as good value or buyers will move on with no intent of returning.

You get one first shot at your home’s debut, it must be nothing short of ‘perfect’.

The amount of traffic that a listing (home for sale) gets in its first week is five to seven times what it gets in its following weeks. As an example, if you were advised to initially ‘test the market’ in order to lower the price later, it’s bound to be noticed for the wrong reasons - that discounted price adjustment (later) has therefore been broadcast to a much smaller audience of buyers, and will also portray an unfortunate poor perception (the ‘market’ starting to classify the home as ‘damaged’), when the actual fact of the matter is ‘poor strategic marketing’.

what you had initially paid for something? Think about this, honestly! I’d be interested to hear your feedback.

Here’s a quick snapshot of 5 quick expert pricing tips to help you gain the upper hand in whatever market it is you decide to sell.

open their eyes and start to realise that buyers and sellers may not be the only ones suffering the ‘endowment effect’, it may very well be the agent’s narrow-minded egotistical approach (old habits) getting in between the sale?

If your agent of choice ever comes back telling you “it’s a tough market out there”, I would highly recommend you politely ask them: What do they know of pricing psychology?

Tips: 1. Identify your home’s true value; this takes ‘skill’. The first step is imperative. You must have a price on your home; test the market at your own risk.

A home sellers job is seemingly simple one would think? You analyse the competition thoroughly, you know the prices of the properties that have recently sold in your neighbourhood, you know of similarities/differences from your home, and you also know the current competition. All that’s needed is to now price it right and make a sale, which should seem a fairly straight forward process, right? Wrong! Science proves us otherwise; as humans we tend to let our emotions and attachments get in the way, a perfectly normal psychological characteristic.

2. What would you do as a buyer? Would you buy a property that is over-priced, would you look at a property that has no price point; or would you prefer to look at a property listed at ‘fair market price?’

Home sellers and purchases are often loaded with an illogic and irrationality (which I once again reiterate, is perfectly normal) commonly known as the ‘endowment effect.’ This is where the tendency for things, even little things become worth more in our eyes once we own them; in short, humans by nature have a tendency to cling on to things.

5. Price adjustments – If your property has been on the market for months, a slight price adjustment will do you no favours. You must bite the bullet, making the price adjustment ‘substantial’ – this is dependent upon the property and the psychological implications of the price.

3. Time or Money? – Decide on how quickly you need to sell.

I can’t wait to see what the future holds for real estate, I don’t think it will be much longer until real estate consumers may soon be presented with a nice little alternative… ‘Transparency’ perhaps?

Upon conclusion, it is imperative you conduct your own research so you are best prepared for any feedback and/or excuses you may be hit with, selling a property isn’t as hard as you may think. Don’t be scared to ask questions; seek solutions, not excuses - it’s your right as a homeseller. G If you would like more in depth information on how to strategically price your property, please don’t hesitate to contact us.

4. Discount Danger – Make no mistake, putting a low dollar value on your home is encouraging the ‘wrong buyers’.

ScanMe Realty Pty Ltd

Readers: Would you agree, that the pain of a loss is two to three times greater than the joy of an equivalent gain? In other words, how would you emotionally respond to receiving less than

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Business Resource & Lifestyle | Issue 58 | September 2013

If your agent of choice ever comes back telling you “it’s a tough market out there”, I would highly recommend you politely ask them: What do they know of pricing psychology? Hopefully they will soon understand the ‘market’ doesn’t always have to take the fall, an agent should soon

p | 02 9653 9200 e | info@scanmerealty.com.au w | www.scanmerealty.com.au

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Business Resource & Lifestyle | Issue 58 | September 2013

29

Business Advice

Fatal Shortcuts - Logo and Brand Design

by Daniel Moisyeyev, B. IT – GWP Media

I have dedicated this article to discussing some horrendous and illegal practices I observed when it comes to professional logo and brand image production. Please note that majority of the issues outlined in this article are specific to start ups with little experience.

Plagiarism Plagiarism is a very serious legal issue in logo and brand image production.

I have recently taken note of a circulating branding component designed to advertise a particular event. This branding component was basically the logo used in the Men in Black (film series) with minor adjustments.

Ironically, this design was produced by a company that specialises in brand and logo development.

Seems harmless enough? From a purely technical perspective, this is illegal and constitutes some kind of copyright or, possibly trademark infringement.

Having said that, it is unlikely that a corporation is going to persecute some one-man band for plagiarising their logo. This situation changes if your company becomes more noticeable and the original owner of the branding component decides to begin legal proceedings - and you are now dealing with trademark infringement and misrepresentation.

Recently I was asked to complete a business card for a client and I needed their logo. The client came into my office and did a search online in front of me. They pointed to a logo of a completely random company and asked to grab their brand image.

With extensive experience in the marketing and print industry, I have seen these circumstances over and over again. When I run into these sort of a situation with a new client, I refuse to carry out these activities and offer them a professional solution. Failing that, I show that client the door.

I don’t need them walking around the business community, showing off their stolen brand image and mentioning that my company is behind it.

Those who partake in these kinds of shortcuts are thieves. There is nothing else to it. They are not only stealing intellectual property, they are also stealing the hard-earned reputation behind that logo or brand.

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Business Resource & Lifestyle | Issue 58 | September 2013

Shortcuts (DIY) Business owners that decide to DIY with logo design rarely get anywhere, with a minor exception of some niche type of businesses where image is not important.

The problem with DIY is that the imagery produced by you will be substandard. With no previous marketing experience and lacking a real graphic designer skill set, you may think you have produced a masterpiece - but it is actually a disaster. We have seen some real shockers over the years. The most extreme example was probably the particular client that produced their logo in Microsoft Word - and was very disappointed that I refused to deal with it.

The same rule applies to your “computer genius cousin”. Just because she knows how to resize images in Adobe Photoshop, it does not mean she is qualified to produce branding components. (Hint: No professional will ever design a logo in Adobe Photoshop. There are a lot of reasons behind this, but it is still a huge step up from Microsoft Word).

How much can you expect to pay for good logo and brand design?

These services are generally carried out over a period of 2 weeks.

You can expect to pay $1000-$3000 depending for a quality job, depending on the amount of work required.

It is unlikely that a standard logo and branding job will exceed that amount, unless you have advanced research or imagery requirements.

Importance of a Registered Trademark After you have invested into a logo or brand image for your business, it is a wise move to officially register and protect your new creation. This will give you the necessary legal footing should you run into somebody who decided to rip off your business image. G

GWP Media can help with any kind of logo design, branding and re-branding requirements. We can refer you to specialists in trademark law if required.

Please get in touch with us today.

Logo and brand design is a much more involved service than one would think. This is the reason why it does not come cheap.

Here are some of the services that are involved in generating an image for your business: • Consultation: You have to choose your abbreviation, business name and slogan wisely • Analysis: Review of the target market

demographic to ensure that the image produced suits the particular audience • Creative component: Production of a unique logo or brand image by an artist.

Branding components are a delicate balance of geometric perfection and correct colour schemes.

• Compilation: The artist has to produce industry standard files - so that you never run into giggles and blank stares from your printers when you ask them to do a A0 poster.

•Derived components: After your logo and brand is complete, the graphic design company responsible will be in a better position to produce quality derived works, such as business cards, letterheads and other stationery components.

• Brand Book: Compilation of a brand book that includes all components and relevant colour schemes for print media.

GWP Media p | 1300 889 132 e | daniel@gwpmagazine.com.au w | www.gwpmedia.com.au

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1300 889 132 Business Resource & Lifestyle | Issue 58 | September 2013

31

Society & Life

Dear Fellow Australians...

Angry Anderson

Dear Fellow Australians,

business and love of our country.

In recent weeks you have been asking me to explain to you my views on certain matters. These matters, I may add, are important to you and to myself as well. I have held off answering earlier requests in an effort to compile a list that would cover a few topics that you deem important, so my apologies to those of you who have been waiting for some time for a response.

If elected I would of course be your voice in Canberra. I would have the opportunity to vote on all the big issues facing Australia’s future but I would be speaking with the voice of Australia and not necessarily the voice of the party room. I would as your member be living among you and not only hearing your voice but listening to it and learning from it; learning what worries you, what inspires you, what you are passionate about, what you believe in. In other words learning who you are and what you want and need from life so that you can be happier and more productive, in your family life and in your place of work. We would be working together to create a better future.

One of the most frequently asked questions to me has been why am I standing as a member of the National Party? This is a conservative party, given my working class upbringing and early years of voting Labour. Let me say this before I say anything else; I have not voted Labour since voting for Bob Hawke, a man who I felt at the time would make a great Australian Prime Minister.

In a true democracy, it is the right of every citizen to vote for whomever they decide is fit to govern.

It is also their right to keep that decision a secret if they so wish and it is no one else’s right to know or in any way interfere with that persons choice.

When someone like myself publicly nominates as a candidate then their choice is made public and they can be asked to explain themselves to those that they seek to represent and it is in that spirit that I now put these words together for your perusal.

I have chosen to be a Nationals member, as is my right, because I truly believe that as a National I will be best placed to achieve what I am setting out to accomplish.

What attracted me to the Nationals, after years of consideration, is that the party is democratically structured and organised. Not that the others aren’t, but the ‘Nats’ are much more grass roots, closer to the ground, so to speak. Traditionally, the focus was the man on the land but in recent times the focus has broadened and deepened to embrace and include all parts of Australia giving all Australians a truly viable alternative. The other main attraction is the party’s solid Christian values i.e., love of family and family values, concern and involvement in local community, support of small

32

Business Resource & Lifestyle | Issue 58 | September 2013

Lack of finding a meaning from education can lead to sadness, disillusionment, anger, addiction and all too often crime. I will fight to give all of our children a proper school education, something I never had…. education not regulation will set us free and life will educate us all with the living of it… such is the way of things.

Cold Seam Gas exploration: Allow me to say this first. The following thoughts, in fact all the opinions contained in this letter are my own and not necessarily those of The National Party (although they may not clash either!) I’m not satisfied that the present government has researched this thoroughly and therefore I cannot support what is happening right now in this country. I’m told by reliable friends in the science

One of the many reasons I chose to support The National Party is that the stability of our economic future will rely heavily on our ability to produce. This is an area in which we have always excelled! It has always been that our farmers are highly regarded as some of the very best in the world. In the same way, our miners, steel workers, designers and innovators, scientists, in fact you name it and we can do it!

We are all products of our personal history so understandably one area of focus for me will be youth and the issues that young people face today in an ever increasing, confusing world. I will be addressing school truancy, looking at ways to keep school age children engaged and interested in being at school and learning and getting an optimised education that they will surely need if they are to have any future at all; a future free from dependency on welfare, a future that will honestly reward them for hard work, a future that will offer them choice and the opportunity to find a place for themselves in their world.

Education sets us free.

research area, that better technology exists and that the methods for extraction are improving all the time. No one doubts that Gas is and will be an important source of energy but I cannot condone Mining Companies riding rough shod over the rights of landowners. If they can strike a deal with adequate compensation for use of the land then that could be a consideration but I have a real problem with supporting any government that will bulldoze over a citizen’s rights. I also cannot support reckless exploration or mining of existing grazing and farming land.

One of the many reasons I chose to support The National Party is that the stability of our economic

Society & Life future will rely heavily on our ability to produce.

This is an area in which we have always excelled!

It has always been that our farmers are highly regarded as some of the very best in the world.

In the same way, our miners, steel workers, designers and innovators, scientists, in fact you name it and we can do it! Our producers right across the board are easily among the best in the world, we don’t make or produce shoddy stuff here.

families were able, through hard work, to make a comfortable living. Not so these days; over regulation, i.e. Red Tape, unworkable work place restrictions and unrealistic expectations set by our present government have seen far too many of these small family owned and operated businesses, the employers of thousands of our younger and older people, go to the wall. They need a fair go and they are not getting it!

• inspirational messages on his ability to deal with surviving all his tribulations; • stories about his involvement in Television which introduced him to his dedication to helping others in need; • his commitment to Men’s Health; • his life long battle with depression and his dedication as ambassador, to spreading awareness regarding Prostate Cancer.

I hope I have not only answered some of your questions but also have given those of you who are interested a better understanding of where and why I am embarked on this adventure. There will be more to follow…

Angry is also available for corporate or public and private engagements, musical entertainment – acoustic performance detailing the history in song and story of Rose Tattoo; electric performance with cover band playing a selection of rollicking rock and roll and assorted R+B favourites.

I might mention here while we are on the subject of our farmers and their land that I do not fully support the selling of our farmland to foreign interests without proper regulation. I will never understand why the present Government has not put a moratorium on the selling off of our farmland until a proper analysis of all consequences has been undertaken. On the other paradoxical hand, they are quick to spend millions of our tax dollars on research into packaging of cigarettes, ignoring the advice of vendors and actual smokers alike and then charging on to implement a plain packaging scheme that has not worked. Smoking is an addiction and plain packaging was never going to work as a deterrent.

Angry Anderson AM is available for the following public speaking.

I need to mention here another main focus point for the Nationals is small business. Small businesses are the backbone of our economy employing the greatest number of people. We used to have a thriving small business sector where thousands upon thousands of Australian

Subjects covered: • personal life journey experience, overcoming obstacles along the way like his battle with alcohol and drugs, humorous anecdotal stories about his life on the international stage with his band the legendary Rose Tattoo;

Until then, go with your God, go your chosen way, go seeking wisdom with an open heart and a soul that rejoices in the quest.

I remain your friend, Angry

G

w | www.angryanderson.com Follow Angry on Twitter. @angry_angrytat

Business Resource & Lifestyle | Issue 58 | September 2013

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