Business Adviser No. 16 Rio Grande Valley

R I O G R A N D E VA L L E Y E D I T I O N

Issue 16

Why It Is

IMPORTANT TO USE THE RIGHT BODY LANGUAGE ARE YOUR PRICES TOO LOW?

DO YOU HAVE WHAT IT TAKES

To Be an Entrepreneur?

Working

LESS Will Help You WORK BETTER

DR. AMBROSIO

HERNANDEZ Promises Made - Promises Kept

+

Viral Marketing is More Efficient Than Your Marketing The Importance of Online Reviews

Our Team

Editor’s Letter

STAFF

EMPOWERING SMALL BUSINESS

Andrew Yoo Maggie Yoo Oriol Zertuche John Amour Reynaldo Vento Jonny Wilczynski

ADVISORY BOARD MEMBERS Daniel Martinez Mody Diaz Chris Cruz Sarah Hammond Omar Guevara Rick Benevidez Bridgett McAdams Krause Chis'mere Mallard David Armstrong Jose Orona Mario Gutierrez John Amour Oriol Zertuche Maggie Yoo Andrew Yoo

CONTACT US In print, online, and in person, nobody connects the people, issues and ideas within valley business owners like Business Adviser.

Thank you for your continued support as we strive to establish Business Adviser Magazine as the leading resource for business owners in the Rio Grande Valley. Our vision is to create a brand that stands for businesses and provides everything local business owners need to succeed.

This magazine was founded due to an ongoing demand for a reputable, responsible source for business knowledge and advice. The business world can be challenging, and business owners often have to make difficult decisions. Business Adviser can ease those situations by offering advice that guides you through the process. Our team consists of experienced, knowledgeable entrepreneurs that eat, breath, and live for business.

With a dedicated team of industry experts and a hands-on approach to answering business-related questions, Business Adviser Magazine empowers business owners and helps them stay ahead of the competition. Our mission is to inspire the entrepreneurial spirit and foster business growth by providing reliable resources for business owners.

I would like to take this opportunity to personally invite you to join Business Adviser Magazine. We are sure that your business will benefit greatly from the exposure generated by this publication as you establish your brand and increase your industry authority.

Sincerely,

Andrew Yoo, CEO & President info@businessadviser.co (956) 277-1944

In This Issue

8 12 14 18 20 24 26 36 40 42

Viral Marketing is More Efficient Than Your Marketing

How to Ensure That Your Social Media Activities Do Not Result in Legal Issues

10

HOW TO MAKE YOUR SUBSCRIBERS OPEN EMAIL NEWSLETTERS

22

5 WAYS TO IMPART EFFECTIVE TRAINING TO YOUR EMPLOYEES

How Brick-and-Mortar Stores Are Using Their Smartphones to Compete with Online Stores Working Less Will Help You Work Better Why It Is Important to Use the Right Body Language

The Importance of Online Reviews Get Rid of Procrastination Once and For All

Business Energy Savers: LED Lighting Tips from Magic Valley Electric Cooperative Are Your Prices Too Low?

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The Foundation at Mission Regional Medical Center: Planned Gifts…Make a Difference in a Loved One’s Life

DR. AMBROSIO HERNANDEZ THE MAYOR PROMISES MADE - PROMISES KEPT

44 46 48

Mayor Hernandez Reviews Pharr’s 2015 Accomplishments How to Ensure Work-Life Balance How to Build Your Company Culture

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DO YOU HAVE WHAT IT TAKES TO BE AN ENTREPRENEUR?

7

MARKETING

Viral Marketing IS MORE EFFICIENT Than Your Marketing Whether it’s a vine or a new meme, viral content helps your online business in several ways.

I

t creates engagement and increases your credibility, popularity and reputation. It all boils down to creating something that your potential customers want to share. If they find value in something they will naturally share it with their network.

If you do business online, you can’t ignore the importance of virality. This does not mean that 10,000 ‘likes’ on a social networking site is more important than a review in an elite newspaper.

It probably isn’t. But virality is still important.

Every serious business has an online presence now. And almost every site built during the last five years has social share buttons and email subscription forms on them.

A serious marketer has to get their content shared. The more content you share, the more people will see it and do business with you. But that is not the only reason to get your content go viral.

There are several other reasons too.

VIRAL CONTENT CREATES ENGAGEMENT One of the first things that people consider when visiting a website is the popularity of the content. They measure popularity by counting the number of social shares. How many people have shared the content on LinkedIn and ‘liked’ it on Facebook? If the article has been shared several times, people will immediately arrive at the conclusion that it is worth reading. If it hasn’t been shared, they may move to something else.

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Content is what drives people to your site and good content will help create engagement with your customers.

SOCIAL SHARING CREATES CREDIBILITY Credibility is almost always measured in terms of popularity. In the good old days, writers were more than happy to get their content reviewed by a good newspaper. Now they are more interested in getting tweets and likes.

Digital popularity has become even more important now because customers are online. Companies who provide goods and services online can no longer ignore content marketing. Content is what drives people to their site and good content will help them create engagement with their customers.

Thanks to the growing popularity of social media, word of mouth has more or less lost its importance. Few people actually engage in face-to-face interactions now. Now people communicate through their Instagram photos and Facebook posts. If you have post something people actually want to look at, it is far more powerful than an expensive TV ad. Talking to a potential client face-to-face may be more valuable than getting a single ‘like’. But what if you

can get 10,000 ‘likes’ as opposed to 100 conversations in a day? That is the power of viral content. It helps you get more popularity and visibility in less time. In short, viral marketing is more efficient than traditional methods of marketing.

VIRALITY CREATES JOBS During the last 3-4 years, social media jobs swelled from 16,000 to over 180,000. These jobs are about creating, finding and keeping content viral.

VIRALITY IS MONEY If people are visiting your site and sharing your content, your reputation is also increasing. This will result in more revenue.

Most people understand the importance of virality. What they don’t understand is how they can get their content shared online. The best way to make your content go viral is to give people an incentive to share it. If you give them something they deem valuable, they will definitely share it with the whole world. It is easier said than done. And many businesses may take months or even years to figure out how this can be accomplished.

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MARKETING

HOW TO MAKE YOUR SUBSCRIBERS OPEN

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MARKETING

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n this digital age, customers are getting bombarded by marketing messages.

Many of these messages arrive in the form of emails. Surveys have shown that an average email user in the U.S. receives more than 500 promotional emails a month. Most of them don’t even get opened, so how can a marketer persuade people to open their emails?

If your potential customers aren’t opening your emails, there is no point in sending them in the first place. If you’re taking time to send them emails, make sure they get read. Here are some strategies that you can use to ensure that your newsletters are opened and read.

SOLVE A PROBLEM THAT THEY MIGHT BE FACING Most people will readily subscribe to an email list if they are convinced that the newsletters would solve a problem they are already having. So if you can promise that your emails will help them solve their problems, they will read it. Remember that you have to actually deliver on your promises.

HELP THEM SAVE MONEY Consider the daily deal emails sent by Groupon. Their open rates are high because they offer their subscribers opportunities to save money. Everyone loves a great deal. Who will not jump at an offer if they can get 50% off a meal?

If your potential customers aren't opening your emails, then there is no point to send them in the first place.

In the same way, b2c marketers often include attractive words in their subject line.

This encourages subscribers to open these mails.

While creating emails to promote your products, you need to test different kinds of offers. Some customers may prefer free shipping to a discount. Try different subject lines and measure the results.

DON’T BE TOO PROMOTIONAL If your emails are too salesy, they will immediately put off your subscribers. You need to ensure a balance between selling and delivering free value. If you come across as a spammy marketer, your subscribers will move your emails to their spam folder.

WRITE COMPELLING SUBJECT LINES You probably already know this: The most important part of your email marketing campaign is the subject line.

It should be compelling. It

The most important part of your email marketing campaign is the subject line. It should ensure that your email stands out.

should ensure that your email stands out from the other junk mails clogging the inbox.

Avoid words like ‘discount’ and ‘free’ in the subject line to ensure that your email does not land in the spam folder. Do not write your subject line in all capitals.

It will make your message spammy and sound like you are shouting.

Make the message useful to your users. All of us are interested in useful things. If your subscriber feels that they will be able to gain something useful from your emails, they will automatically open it.

KEEP IT SIMPLE, STUPID Your subject line shouldn’t exceed 40 or 50 characters.

You can give the details in the email. Words like ‘exclusive’ or ‘limited time’ might help, but don’t use them too often.

Email marketing is an example of permission marketing.

So build your list and direct leads to your website where they can find more information. Include all relevant information on your site so that your users can make an informed decision. Don’t trick them. Focus on giving value and building relationship with your customers.

There is no harm in selling, but that must not be your only goal.

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TAXES & LAW

How to Ensure That Your

SOCIAL MEDIA ACTIVITIES Do Not Result in

LEGAL ISSUES

Keep your employees informed, don't make false claims, and obtain permission before using licensed content.

ocial media has established itself as an effective marketing channel.

While social media helps businesses to connect with customers, its unique nature also leads to a number of allegations and lawsuits.

Brands often get sued by other brands or run into trouble with government agencies.

This is not surprising, though. Social media is a new communication medium and many marketers develop their best practices through trial and error.

Here are some guidelines for avoiding legal problems on social media.

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KEEP YOUR PEOPLE INFORMED Make sure that everyone handling social media for your organization understands your social media policy. You also need to ensure that your policy is enforced.

Some organizations (especially small businesses) often hire people or agencies to manage their social media campaigns. While this can be

helpful, it can also lead to problems when employees, who interact on your behalf, quit. Sometimes it is not easy to decide who owns the followers of the brand.

Organizations that have a fair and enforceable policy right from the beginning can prevent such conflicts from occurring in the first place. As a business owner, you should make it clear who will own your content.

That said, employers aren’t supposed to ask for the social media credentials of their employees. This might even result in a discrimination lawsuit.

DON’T MAKE FALSE CLAIMS You need to be honest about your services, products and endorsements. The FTC has issued a list of rules to

Organizations that have a fair and enforceable policy right from the beginning can prevent conflicts from occurring. www.businessadvisermagazine.com

TAXES & LAW ensure that an organization’s business practices do not mislead, deceive, or defraud their customers.

Recently they updated their Endorsement Guidelines and prohibited undisclosed paid endorsements. Of course, businesses can buy endorsement from content publishers, but when they do, they should communicate it plainly.

The FTC regulates all kinds of advertisements and it has the support of the Department of Justice. It can thwart predatory marketing practices and sales. FTC insists that all promotions, product descriptions, and so-

cial media claims have to be accurate. That means buying fake Twitter followers or Facebook fans is a deceptive practice because according to the FTC, a ‘Like’ is a real endorsement of a person. If a brand has fake followers, they run the risk of facing legal action.

OBTAIN PERMISSION BEFORE USING LICENSED CONTENT Brands also need to obtain permission before using licensed content. Intellectual property is another hotly debated topic.

It involves trademarks, copyright, fair use, and publicity rights. It is a wrong practice to

The FTC insists that all promotions, product descriptions, and social media claims must be accurate.

hot link images from another website. Using Google Image Search for the supporting images of your site is another wrong practice. Republishing images published across the social media isn’t fair either.

You should obtain explicit permission to use images belonging to another person. Instagram affirmed this several times by updating their policy.

The image sharing website has always maintained that images are owned by the people

who publish them. Someone who uses your image should get your permission first.

Creative Commons has a huge collection of free images.

There are a few exceptions to these rules. It makes sense for brands to work with an experienced intellectual property attorney.

They should also familiarize themselves with labor laws.

If your marketing strategy includes the use or syndication of content owned by other people, this is particularly true. So, play it safe.

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TECHNOLOGY

HOW BRICK-AND-MORTAR STORES ARE USING THEIR

SMARTPHONES TO COMPETE WITH ONLINE STORES These apps have a dual mission: they want to fight online sales and prevent buyers from finding better deals online.

T

he huge popularity of online shopping has had a negative impact on brickand-mortar stores.

Many of them are now struggling to retain their market share. Consumers often walk into stores and after making a quick enquiry about prices, they use their phones to find even better deals online. This results in a loss of sale for retailers. It is not surprising then that most of them are now finding innovative ways to interact with their customers. Here are some of the techniques that retailers use to provide a better shopping experience in stores.

• Macy has launched a new smartphone app that lets its shoppers find the products they seek in-store.

• JC Penny allows its customers to click photos of the products they see with other customers in the store and find out if they are in stock.

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• Staples is building an app that would allow buyers to compare prices against online stores such as Amazon.

These apps have a dual mission: they want to fight online sales and prevent buyers from finding better deals online while browsing products in their stores.

HOW BEACONS HELP RETAILERS COMBAT ONLINE STORES

There is no denying the fact that brick-and-mortar stores now face some major challenges. If they want to retain customers, they will have to keep innovating.

Brick-and-mortar stores now have a new weapon in their arsenal. Known as beacons, these tools are hardware units that allow retailers to offer personalized shopping experiences.

Beacons can detect smartphones in the vicinity and send them coupons, ads, alerts, or products.

WHAT EXACTLY ARE BEACONS? Beacons are small and somewhat inexpensive pieces of hardware that retailers can install on their walls to communicate with the smartphone or tablet of a shopper. Retailers believe that beacons will improve the shopping experience of the customer. They use the Bluetooth Low Energy (BLE) technology to communicate with mobile devices through a

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TECHNOLOGY

Shopping preferences of the customer collected online can be transferred to enhance their in-store shopping experiences.

RETAIL ANALYTICS With the help of the analytics software of the retailer, beacons can find out the buying history of the customer. They can determine the location of the customer send information that improves their shopping experience. Beacons can also offer in-store navigation and allow customers to locate products easily. Customer information is also sent to sales associates who can then approach customers knowing their product preferences.

The customer’s purchase history also enables the store to offer an on-the-spot discount to increase impulse purchases.

Multichannel merchants will benefit more from beacons because they allow them to combine their in-store and online marketing efforts seamlessly.

Shopping preferences of the customer collected online can be transferred to enhance their in-store shopping experiences.

chip. The chip forms a network by communicating with several beacon devices. Beacons can detect smartphones in the vicinity and send them coupons, ads, alerts, or products after obtaining the customer’s permission. Swirl, GP Shopper, and Estimote are some companies that develop beacons.

Based on the Pinterest pins of the user, beacons can assess the shopping preferences of a customer or access items in their wish list. Customers should turn on the Bluetooth on their mobile device, accept a beacon-enabled app or location service, and give their permission so that the store can send notifications to them.

HOW BEACONS BOOST BRAND LOYALTY Beacons can build brand loyalty. Retail stores already send emails with discounts or coupons for loyalty cardholders. Beacons can activate these offers as soon as the customer walks into the store.

With the help of beacons, brick-and-mortar stores are trying to offer the personalized shopping experience provided by online stores. Until now retailers didn’t want their shoppers to use their mobile phones in the store, but the beacon technology provides a level playing field by allowing them to match online promotions and pricing.

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STRATEGY

LESS

WORKING WILL HELP YOU

WORK BETTER The time given to work is not always directly proportional to the quality of work. If you push yourself too hard, it becomes inversely proportional.

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t’s not easy to have a perfect work-life balance – in fact, getting the right balance is one of the biggest problems that we face today. All of us want to earn fat salaries. We want to be more successful than our peers. We also want to spend more time with our family. This might seem to be an impossible equation, but there are ways to solve it. If we can properly structure our work and time, we will be able to have our cake and eat it too.

THE RELATION BETWEEN LONG HOURS AND PRODUCTIVITY A lot of people believe that taking a break from work will make them less productive, so they work every day of the week. They can indeed learn a thing or two from the French. French workers have to take at least 31 days off work every year.

The vast majority of them prefer to take their vacation in August. So, they shut their shops and fly to Cannes or neighboring countries.

Workaholics might call this laziness, but by holidaying for the whole of August, French people avoid a burn-

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out. They come back from their vacation with more energy and enthusiasm.

The time given to work is not always directly proportional to the quality of work.

Actually, at some point, it becomes inversely proportional.

So after a while, if you work more, you will become less productive. People who work long hours are more likely to get distracted. What’s more,

if more time is available to complete a job, we have a tendency to expand the job. So, if you work less, you are more likely to work better.

Practicing a skill is no different. Some studies have shown that successful musicians practice less. Most of them practice just 90 minutes/day. They are also more likely to take breaks during practice. They even take naps during the day.

Leisure time helps us recharge our batteries. This will have a positive impact on quality of work.

SPONSORED

Several other studies have also shown that working too much can lead to stress.

Stress affects health and reduces lifespan. Besides, keeping focus for more than fifty hours/week is simply impossible. Henry Ford was a visionary who knew this and so he reduced his workers’ schedules from 48 hours/ week to 40 hours/week. He believed that if his employees were forced to work more, they would make more mistakes. Leisure time helps us to recharge our batteries. This will have a positive impact on the quality of work we do.

WHY DO PEOPLE WORK LONG HOURS? People earning a small salary will probably have to work overtime to make both ends meet. But some well-compensated employees also overwork themselves, although they don’t have to do it. Why is this so? Well, our culture doesn’t allow us to take breaks. People who take a break from work are often

perceived as lazy. We are also worried that leisure will make us less productive. Interestingly, these fears are baseless.

Long working hours do not necessarily mean improved productivity. In fact, most of the time when we reduce our hours at the desk, our productivity actually increases.

In the 21st century, when labor saving domestic appliances made their advent, there was a considerable buzz about how we would spend the new-found free time. It just didn’t happen.

Yes, domestic appliances like refrigerators, washing machines, and vacuum cleaners helped us to save a lot of time, but we filled that time with paid work. Technology has improved our productivity. Some studies have shown that today an average U.S. employee who works 11 hours/week is as productive as someone who worked 40 hours/week in 1950. Decades ago, everyone believed that greater productivity will result in shorter hours.

THE IMPORTANCE OF REST AND LEISURE In the current circumstances where many people face work insecurity, discussing leisure might be an outlandish idea. However, a regular work week does not have to exceed 40 hours. If it does, it is unlikely to increase productivity. In fact, leisure and rest are vital to overall well-being, productivity, and creativity.

Today, our culture tells us to equate long hours with commitment and success. We have convinced ourselves that labor is a part of our lives. It probably is, but we also need to find some time to rest and reflect.

Consumerism encourages us to work more and earn more.

This wasn’t quite the case in the medieval times when people chose to work less when wages increased.

In some highly industrialized countries, people don’t even debate long working hours.

While new technologies allow us to stay in constant touch with the office, people are still compelled to stay in the office for long. Unfortunately, this is doing more harm than good. If increasing productivity is our goal, it is imperative that we find time for leisure.

Long working hours do not necessarily mean improved productivity.

With reduced office hours, productivity actually increases.

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STRATEGY

WHY IT IS IMPORTANT TO USE

THE RIGHT BODY LANGUAGE

Behave as if you feel happy and confident and it’s likely you will actually start to feel more happy and confident.

I

f you exhibit the right body language, you will find it easy to achieve success in the workplace. Your body language plays a crucial role in determining the outcome of your interactions with other people. The right body language will help you succeed in interviews and get the raise or promotion you think you deserve.

Most people know the importance of body language, but very few can actually use it to their advantage. Here are some body language rules you should remember during your interactions with your boss, colleagues, or external contacts.

MIND YOUR FACIAL EXPRESSIONS Your facial expressions convey a lot of information. If you have a bored, confused, or angry expression on your face while conversing with your colleagues, you will upset them unknowingly. You don’t have to hide your emotions or try to be someone you aren’t, but you need to look and sound professional.

MAINTAIN EYE CONTACT

WALK WITH CONFIDENCE

When you maintain eye contact with the person you are talking to, you will be perceived as a likeable and trustworthy fellow.

During a conversation, you also need to listen. Engage the other party, but don’t stare at them.

Look away occasionally; otherwise, you will make them uncomfortable.

While walking, you need to pick your feet up. Don’t stomp or shuffle. Wear shoes that fit and stand tall. If you walk with firm steps, you exude confidence. If you have to give a presentation or a speech in front of a room full of strangers, you will perhaps want to practice power posing before you enter the room.

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STRATEGY

PRACTICE YOUR HANDSHAKE Your handshake should be steady and firm. Handshakes aren’t supposed to last longer than 5 seconds. And while shaking hands with someone, look in their eyes. If your hands have a tendency to go weak while shaking hands with someone, you will need to practice your handshake.

MAINTAIN A GOOD POSTURE During a meeting, keep your shoulders squared and your head up. Slouching will create a bad impression. If you keep your head lowered during an interaction, you will give the impression that you are lying, so keep your body upright.

QUIT FIDGETING

DO NOT CROSS YOUR ARMS While interacting with someone professionally, you need to use an open body language. Crossing your arms is actually a sign of your weakness or nervousness, so make sure you expose your torso. You also need to ensure that your body is turned towards the persons(s) you are talking to. If you don’t feel confident, try not to show it.

It is okay to make some gestures while talking, but don’t overdo it. Excessive or wild gesticulations show nervousness and can be distracting.

Resist the temptation to play with your hair or jewelry. Experts agree that biting nails or playing with jewelry is a sign that you are nervous or embarrassed about your looks.

Make sure you don’t play with your earrings or touch your necklace. Keep in mind that your body language sends out a lot of non-verbal cues. You will not notice them, but the people you are talking to certainly do.

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5 MANAGEMENT

WAYS TO IMPART

EFFECTIVE TRAINING TO YOUR EMPLOYEES

A good employee training program will ensure that your new hires are equipped with all of the skills they need to excel at your company.

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MANAGEMENT

C

ompanies spend a lot of money on training their employees.

Unfortunately, a major portion of that spending does not get the desired results.

Giving proper training to your employees is as important as hiring the right candidates. A good employee training program will ensure that your new hires are equipped with all the skills they need to perform their duty. New employees should feel welcome and have access to all the resources they will need to leave a positive impact within the organization.

After all, they would need the right resources to complete their job with perfection.

An effective training program will save supervisor’s time and reduce the costs of onthe-job learning.

HOW TO TRAIN YOUR EMPLOYEES Here are some guidelines for imparting training in the most effective manner.

FOCUS ON TEACHING SKILLS NOT TRAITS There is no point in trying to change the traits of an individual. Instead, an employee training program must focus on imparting skills that would improve an employee’s performance in the workplace.

Consider this situation. As a supervisor, you are responsible for an engineer who has to attend customer calls frequently. If this person is an introvert (a trait), there is no point in trying to make him an extrovert (a trait) just because you want to sell more.

Instead, teach him good listening skills and also help him to use the right terminology so that he will be able to get his message across.

USE DIFFERENT TRAINING METHODS People learn in different ways, so you should offer your training content in various forms.

Some training materials and activities you can include are videos, presentations, formal meetings, handbooks, manuals, team-building activities, and

computer-based orientations.

When you offer many different kinds of training materials, it makes the process of learning more fun and interesting.

ALLOW NEW HIRES TO LEARN AT THEIR OWN PLACE People learn at their own pace; however, many companies don’t consider this fact while designing training materials. Even today, very few organizations use online training programs even though they allow people to learn new skills at their pace. As a result, employees often have to rush through tough topics.

This method of training also denies employees the opportunity to process the information they have learned.

GIVE ENOUGH OPPORTUNITIES TO REINFORCE THE SKILLS Whenever you train new skills, you should provide several opportunities for them to use that skill. Provide extra training if you feel that they need it. Your employees will need coaching

to reinforce their skills. Put yourself in their shoes. Remember that if you really want to learn a new skill, you need to incorporate that into a habit.

This might involve breaking existing habits and that actually makes this process harder, so give your employees ample time to pick up the skills.

MEASURE PROGRESS CONSISTENTLY If you impart training in the right way, you can see that the metrics will improve. If your employees don’t exhibit the kind of improvement you expected, there is a problem with the training method. You may be teaching the wrong skills or not offering enough coaching or reinforcement.

In this fiercely competitive corporate world, giving training to your employees is extremely important. Effective training will enhance the productivity of your employees and increase your ROI. Keep these guidelines in mind when you have to design a training program for your employees.

An employee training program should focus on skills that will improve an employee's performance in the workplace.

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MARKETING

THE IMPORTANCE OF ONLINE REVIEWS Online reviews influence your customers' buying decisions. If you already have a review strategy in place, you have nothing to worry about. But if your business has no strategy for acquiring reviews or managing your internet reputation, you should develop one at the earliest.

O

nline reviews can affect your organic search rankings. They will improve your click through rates in search results. In addition, reviews affect the buying decisions of your customer.

Online reviews are crucial to the success of your business. So how can you acquire them? Here are a few tips.

Reviews are important because most customers make a buying decision as soon as they read the review. That means your online reputation has a real impact on your bottom line.

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DO CUSTOMERS ACTUALLY READ REVIEWS? Yes, they do. Surveys have shown that about 85 percent of customers read online reviews. About 67 percent of buyers read about 6 reviews before making a buying decision.

Buyers love online reviews, and because of this, local search engines also favor them. So, if your business has a lot of reviews, you are more likely to enjoy higher rankings in search results. This also means that your SEO strategy will be incomplete if it does not incorporate online reviews.

Before developing an online review acquisition strategy, you should decide which review platforms will help your business.

Keep in mind that some review sites keep the reviews exclusively to their website.

Other sites may syndicate their reviews.

You should also remember that different review sites have different review policies. For example, Yelp does not allow businesses to solicit reviews. If it suspects that something is fishy, it will act immediately. However, most other platforms have no such policies.

Local businesses solicit reviews from their customers. Ecommerce businesses also need to focus on getting customer reviews. Many small businesses have already realized the importance of external reviews and encourage their buyers to visit sites like Yelp and review their product or service. This is actually a smart strategy because customers will most probably leave a review when they have a positive experience.

Amazon already offers a great review service for sellers. Most customers who buy from Amazon leave a review if they are satisfied with the product. This helps the seller because Google tends to favor these pages.

FAKE REVIEWS Many businesses buy reviews. This is a wrong practice and Google is working hard to stop this. If you buy fake reviews, you can lose all ratings. Plus, your company can get banned from review sites.

If you are finding it hard to get reviews, you should consider offering someone a free product for an honest review. If you have a great product, this strategy will definitely help.

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STRATEGY

RID ALL OF

GET PROCRASTINATION AND ONCE FOR

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STRATEGY

When you set goals, make sure that they are realistic and well-balanced.

M

aking goals is easy, but achieving them is a whole different story. There are some easy goals and then there are some tough ones that aren’t easy to achieve.

It’s a good thing that entrepreneurs are full of ideas.

They have a lot of dreams, but often they fail to realize them.

And no, they aren’t always lazy. They don’t lack motivation either. In most cases, what they lack are inspiration and focus. Your ideas should inspire you. Your goals should excite you. If they don’t, you will find it rather difficult to focus on them.

When you set goals, make sure that they are realistic and well-balanced. They should align with your values and touch all areas of your life. If all of your goals are work-related, you will not have any time to relax. This will eventually lead to burnout, so focus on all areas of your life.

WORK HARD AND PLAY HARD If you want to work towards your goals, you should find ways to get inspired. You should know what you want to achieve in work and life.

Write down your goals on a sheet of paper. Make sure you always have your written goals in front of you. Reading them daily is a great way to strengthen your motivation.

You can set goals in nearly all areas of life: • Personal financial • Career/Business • Fun • Relationships • Health and fitness • Personal goals • Giving back You need a well-rounded vision to succeed. Set exciting goals for your future and then focus on them. Avoid distractions as they will prevent you from hitting your targets. If your goal is to run a profitable enterprise, it should be built on these four fundamentals.

1

CLARITY

You should know exactly what you want to achieve in your life.

Spend a few minutes a day to think about how you would like to live your life. Most people find the time to plan their vacation or their wardrobe, but they don’t plan their life. Try to do it. The payoff will surprise you.

2

PRIORITIES

Know what your priorities are. After identifying your goals, find ways to reach them. Identify actions that will help you get closer to your goals. Are there any important tasks that you have to complete within the next few days? Focus on them.

They should be your priority.

What needs to be done today must not be postponed to tomorrow.

3

RELATIONSHIPS Identify business relationships that are the most beneficial to you. These are people who have a positive influence over a large section of your target market. They will be able to open many doors for you. Find ways to nourish these relationships. Give more than you take and your relationships will become win-win.

4

GOOD HABITS

Your future is determined by your habits. The results of your bad habits may not be visible until much later. The good news is that you can change bad habits whenever you want. Focus on changing three or four bad habits a year. If you do this for a couple of years, you will be able to transform all the areas of your life. Since your results depend on your habits, you will have no difficulty measuring your success.

You need a wellrounded vision to succeed. Set goals that are meaningful to you and motivation will come more naturally.

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COVER STORY

Dr. Ambrosio Hernandez

The Mayor Promises Made Promises Kept Hernandez is a man on a mission - to fast track his hometown into a progressive, transnational influencer.

D

By Karina Cardoza

r. Ambrosio Hernandez has one mode of operating – accelerated. He speaks quickly, he walks swiftly, and he acts fast. A few minutes with him, and it is clear that this man means business.

Since the day he took office as City of Pharr Mayor in May 2015, he has made a fast and furious impression. He began a series of moves that would transform a border community into an efficiently operating governmental entity. The City of Pharr is a vibrant and predominantly Mexican-American cultured border community, with a strong economy and the prideful ownership of a major international commercial port of entry.

Hernandez is a man on a mission – to fast-track his hometown into a progressive transnational influencer in the local, state, national, and international arenas, while improving the quality of life for its residents as the ideal place to live, work and play.

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“I know the potential that Pharr has, and what it can be,” he says. “We have made great strides to move Pharr forward, to push Pharr to the forefront of the conversation when it comes to business development, transportation, and international issues, to name a few,” he continued.

“We are putting Pharr on the map, and we are getting things done,” he added.

At the same time that he serves as a public servant in his community, Hernandez is also major player in the field of healthcare in South Texas. For over 11 years, he has served as Medical Director of Surgical Services in the Rio Grande Valley for Driscoll Children’s Hospital, and also holds leadership positions at Doctor’s Hospital at Renaissance, where he serves as Chief Medical Compliance Officer, head of Nursing Education, and also runs a respected bariatric clinic.

COVER STORY

"Dr. Hernandez is the right mayor for the right time in Pharr’s history,” - Juan Guerra, Pharr City Manager

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COVER STORY Every day, Hernandez makes an impact on the lives of South Texas children and families, either in the operating room, in his clinic, or in City Hall.

When he ran for office, Hernandez was met with some skepticism – What does a doctor know about running a city?

When will he find the time? What are his true motives? Hernandez remained adamant that he would lead Pharr with his same experience as a clinical manager and administrator, his innovative

Hernandez returned to Pharr because he wanted to provide local families the opportunity to have high quality care. ideas, and his tenacious attitude. While it seems unlikely that a professional in the medical field would choose to become a public servant, Texas Municipal League (TML) Executive Director Bennett Sandlin notes, “It’s not surprising to find Texas mayors with diverse backgrounds, from surgeons to pilots to folk singers.”

“Texas city officials come from a variety of backgrounds and should be admired for the donation of their time to public service,” he added.

This is a day in the life of Dr. Ambrosio Hernandez, pediatric surgeon, bariatric surgeon, public servant, and Mayor of Pharr.

6:00 am 30

Hernandez is an early riser. He typically wakes at 6 am each morning, earlier on days he has morning surgeries scheduled.

Today, Hernandez has no morning surger-

ies, so he has time to enjoy a light breakfast at the home he shares with his wife Cristina, their son Joseph, 10, and Cristina’s parents, Gavino and Rafaela. Hernandez and Cristina were high school sweethearts, and have been married for 20 years.

Dressed in his signature light blue scrubs, Hernandez leaves the house for clinic at Driscoll Children’s Surgical Specialty Clinic in McAllen, about a mile from his home. After graduating from University of Michigan medical school and a residency in Galveston, Hernandez began his career in the field of pediatric surgery in 2002. He trained at one of the best programs in the nation, and had his choice to practice anywhere in the country. He chose to return to Pharr in 2004 because he wanted to provide local families whose children

6:45 am

needed surgery with the opportunity to have access to high quality care without having to leave the Rio Grande Valley or being separated from their families.

Hernandez is making his rounds at his Driscoll clinic. It is a cool, damp morning, and parents shuffle bundled children, strollers, and diaper bags from the waiting room to the examination rooms.

Driscoll’s specialty clinic waiting area sports pastel painted walls, comfortable cushioned seating, and a friendly, inviting staff. At clinic, Hernandez sees pediatric patients, ages 0-18 years, with a myriad of ailments requiring surgical attention and care. Cases range from as simple as an infant circumcision (a procedure that typically lasts an average of seven minutes to perform), to as complicated as liver or lung tumor resection that may sometimes require additional procedures.

9:20 am

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COVER STORY We arrive at Skyline Academy for the ribbon cutting ceremony. Skyline Academy is the “first childcare facility in the Rio Grande Valley specializing in early speech and language development,” according to the invitation to the ceremony. The Pharr Economic Development Corporation has laid out the red carpet and ceremonial ribbon in front of a gathering of approximately 20 individuals.

Hernandez is greeted warmly by former Pharr mayor Leopoldo “Polo” Palacios, who has been Hernandez’s mentor for years. The Academy is owned by Ben and Amy Palacios Peña, both longtime professionals in the field of Speech Language Pathology.

10:03 am

It's easy to manage city government when we have the right people in place to implement our leadership directives.

As he enters the examination room for his next consultation, Hernandez turns to his nurse and points to the clock. “I have to be somewhere at 10 am for a few minutes and then I’ll come right back,” he announces.

For someone so typically fast-paced, Hernandez delivers a warm, attentive, and compassionate bedside manner to his young patients and their often-frightened parents. His usual demeanor softens as he breaks a smile while cracking a joke with the young mother of a 3-week-old newborn boy. As she helps to undress the baby for Hernandez to examine for a possible surgery, the mother tells Hernandez that this is her first son.

“Sí es,” Hernandez remarks in Spanish.

“Yes, he is.”

“Sí lo necesita?” she anxiously asks – “Does he need the surgery?”

“Sí es varón,” he says – “Yes, he is a boy,” he confirms.

They laugh at the play on words, and the exchange has left the young mother noticeably at ease. Hernandez gives her options for treatment, which they discuss for a few minutes, and he excuses himself as he leaves the room to schedule the surgery. The young mother and her son are not only his patients; they are also his constituents - Pharr residents.

9:33 am

We rush out of the office, down the staircase, to the physician’s side entrance of the clinic. It is hard to keep up with his pace.

We pile into his black Toyota Tundra, and head across town to a ribbon cutting ceremony for a new business in Pharr.

9:54 am

On the way, Hernandez takes and makes calls, always working. During a break from business, I ask him about how he has adjusted to his new role as Mayor since taking office in May. He thinks about it, shakes his head and says that he has not had to make many major changes to his schedule to accommodate city business. “I just make time for the additional meetings,” he says.

As he takes the microphone, Hernandez congratulates the Peñas on the opening of their facility. He has no difficulty switching hats from surgeon to mayor, and even though he is still dressed in his medical scrubs, his demeanor has shifted from his calm bedside manner to that of a seasoned politician, using this opportunity to promote business development in Pharr.

“Pharr is open for business, and I am excited that you chose to open your facility here in Pharr – the best place to live, work and play,” he remarked.

“I thank you for your dedication to contribute to the city not only in terms of property and sales tax revenue, but for your contribution to the health and wellness of Pharr families, especially, young children,” Hernandez added.

He elaborates. When he and his newly elected colleagues took office, they swiftly moved to make good on campaign promises of greater accountability in city government. The council injected new leadership into the city management and major departments, and set directives and high expectations. The council removed itself from being involved in day-to-day operations, and instead delegated responsibility to the city manager to carry out policy directives approved by the city council. “It’s easy to manage city government when we have the right people in place to implement our leadership directives,” he added.

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COVER STORY

After a break for lunch, we meet at DHR Emergency Room and are walked by security to Pre-Op, where we are dressed in “bunny suits,” white sterile jumpsuits, and led to the operating room. Hospital staff is prepping the room and patient for surgery, and we meet Hernandez outside the room. They are not ready for him, and he is forced to sit and wait. For Hernandez, waiting is not something he is accustomed to doing, but he is never not working – as he waits, he works. He scrolls through his phone, and shows me what he is doing – he is reviewing a task management software application that his Pharr management team uses to collaborate on projects. Hernandez uses it to keep track of his task assignments, responsibilities, and deadlines. He shows me his assigned list, which is filled with tasks that have been struck through and very few left pending. “I know that I have done what I’m supposed to do, and if a project is stuck somewhere, I can see exactly why it is pending and who is responsible,” he explains. “When I have down time, I knock things off my list.

It’s very efficient,” he added.

1:50 pm

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The operating room is ready for Hernandez.

We file in behind him, with instructions to stay at least 3 feet away from anything in blue, which is sterile.

Hernandez and the surgical team move like a well-oiled machine. The room is brightly lit, and rock music is playing over the sound system – energetic, but not too loud.

Two large monitors flank the patient; the surgery is endoscopic and will be

2:23 pm

done via scopes through small incisions on the body. The Kinks’ “You Really Got Me,” begins to play, and the medical staff dims the lights. Hernandez takes the helm, like a captain directing a ship, giving instructions while navigating the surgery using the cameras on the monitors. It is amazing to witness the hands that were just minutes before striking items off a city business to-do list on a smartphone, now delicately performing life-altering surgery on a patient. Impacting lives, in his city, and in the operating room.

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COVER STORY

We are now at city hall, and Hernandez, still sporting his blue surgical scrubs, takes his place at the dais to oversee a series of back-to-back meetings, beginning with the Pharr City Council meeting.

Hernandez is extremely punctual, and begins the meeting right at 5:00 pm.

With the large city seal directly overhead, and the meeting room decked in festive holiday décor, Hernandez runs down the meeting agendas with the same swift precision and efficiency we have seen in him all day.

4:58 pm

City Manager Juan Guerra sits to his right, and is Hernandez and the city council’s literal right-hand man who was tapped to oversee the daily operations of the city. Since taking over as city manager, Guerra has successfully implemented many leadership directives issued by the City Council. A former United States Marine, Guerra fits in nicely with Hernandez’s efficient leadership style.

We are currently changing the culture of Pharr into a professional, and accountable one, while raising the expectations of all city employees.

“Due to the rapid growth of the City, the City was in need of a change in culture in order to grow in an effective manner and to responsibly take care of the businesses and citizens of Pharr. This change of culture could only come from the strong leadership of a Mayor, and Dr. Hernandez is the right mayor for the right time in Pharr’s history,” states Guerra.

“We are currently changing the culture of Pharr into a professional and accountable one, while raising the expectations of all city employees. This will improve the level of service that we

provide to our community and will also ensure that we respect taxpayer funds at all times,” he continues.

The day Hernandez was sworn into office, he took his new place and led his first meeting as Mayor. During that first meeting, Hernandez placed several items on the agenda for consideration which were bold moves of major reform in City Hall. The new commission made good on promises Hernandez had made on the campaign trail, including lowering property tax rate and utility rates for residents. In December, the commission awarded its first grants under the utility relief program for disadvantaged households.

Hernandez and his colleagues take action on agendas for four consecutive meetings, with Hernandez pounding the gavel to adjourn in record time - less than an hour.

It has been a long day, but not for Hernandez. This is a typical day for him. He will head home, finish up returning phone calls, have dinner with his family, and head to bed. Tomorrow is a new day, with more business to conduct, more tasks to knock out, and more lives to save.

5:55 pm

In his first seven months in office, Hernandez has definitely proved himself a leader who gets things done. He has naturally transitioned from pediatric surgeon to seasoned politician, and Pharr residents will undoubtedly benefit from laser focus Hernandez has on improving his hometown.

33

SPONSORED

BUSINESS ENERGY SAVERS:

LED LIGHTING TIPS FROM MAGIC VALLEY ELECTRIC COOPERATIVE It doesn't take long to recoup the initial investment in LED lighting. Most business owners will start reaping the rewards in 5 years or less.

36

T

he New Year is an excellent time for business owners to start thinking about new ways of saving energy. Within a business, lighting is one of the first places to look for energy savings, since it typically accounts for nearly 40 percent of a building’s energy usage.

Switching from traditional lighting to an energy efficient LED lighting system can seem like a daunting task. However, many business owners are surprised to learn how much they can potentially save. The following information and tips from Phillip Amaya, Technical Services Division Manager for Magic Valley Electric Cooperative, will help you learn more about LED lighting options.

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SPONSORED

WHAT IS LED LIGHTING? LED systems are the latest offering in energy efficient lighting technology. An LED, or light emitting diode, differs from an incandescent bulb in the way it produces light. While incandescent bulbs pass electricity through a filament, LEDs produce light through the use of a semiconductor that converts electricity into visible light.

LEDs are also different from a compact fluorescent light (CFL), which passes electricity through a vapor to excite a fluorescent material that glows. Unlike other light sources, LEDs emit light in a specific direction instead of all directions.

LEDs provide several unique advantages over traditional light sources. The benefits of LEDs include decreased energy consumption, reduced maintenance costs due to longer life, instant on/off functionality, and the ability to add dimmers and motion controls for additional energy savings. In commercial applications, the longevity and versatility of LED lighting systems can dramatically reduce long-term operating expenses and enhance working environments.

LOWER MAINTENANCE COSTS Lighting maintenance can be a costly and time-consuming item for business owners. A quality LED product lasts approximately 25 times longer than an incandescent bulb and 10 times longer than a CFL. “Most LEDs have a really long life,” says Amaya. With an expected operational lifetime of 50,000 hours, an LED can withstand 11 years of continuous operation.

A light that is left on for 8 hours per day will last about 15 years before having to be replaced. “You have to look at the long-term costs,” Amaya adds. “Maintenance costs can add up quickly. With LED lighting, you can recover those costs, and quickly, for larger scale projects.”

REDUCED POWER CONSUMPTION Modern LED lights use 75 percent less energy than incandescent bulbs and 50 percent less energy than CFLs. Reduced power consumption generally leads to lower energy bills. However, that’s not

the only way business owners can reduce their energy costs.

Traditional lighting sources generate an abundance of extra heat. LEDs run cooler, with only 5 percent of the energy being wasted as heat. “With LEDs, you have less heat generated inside the building,” says Amaya. “That reduces the need for climate control and many businesses see additional energy savings there.”

FLEXIBILITY The compact size and directional nature of LED lights make them ideal for a variety of applications and environments. Unlike CFLs, LEDs can be dimmed, which can extend their longevity. According to Amaya, dimming the lights can help business owners save energy and reduce operating costs. LED lights are designed to focus light and can be directed to a specific location without the use of an external reflector, achieving a higher application efficiency than conventional lighting. Businesses can also connect LED lights to energy management systems to benefit from additional savings.

SAVING WITH LED LIGHTING SYSTEMS Many business owners wonder how long it will take to recoup the initial investment in LED lighting.

“Most business owners will start reaping the rewards of their investment in about 5 years or less,” says Amaya.

“Bigger investments will have a greater impact on the speed of your return.” With LED lighting, businesses can easily cut demand charges in half, which leads to even faster results. “If your business regularly pays high demand charges, you can see a return on your investment in as little 2 to 3 years,” says Amaya.

“Overall, LED lighting has reached a point where the cost to benefit ratio is very well balanced for medium to large sized projects.”

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37

STRATEGY

DO YOU HAVE WHAT IT TAKES TO BE AN ENTREPRENEUR?

Before you take the plunge, ask yourself a few questions.

E

ntrepreneur – it’s such a glamorous word.

However, leaving a well-paying corporate job to launch your own business is not easy. If you are an aspiring entrepreneur in your 30’s or 40’s, you probably already have a lot of financial liabilities like a mortgage loan or a car loan. You may be responsible for putting food on the table. Your children may be in college.

You will also have to deal with several other expenses.

Entrepreneurship isn’t meant for the faint hearted. It is not meant for those with skinny wallets either.

Some aspiring entrepreneurs are capable of managing the financial situation because they have enough savings.

Even they find it difficult to handle the transition from a high-flying executive to a scrappy entrepreneur.

THE UNPLEASANT ASPECTS OF BEING AN ENTREPRENEUR So, you are planning to quit your job to start a business.

But before you do, you should know what it means to be an entrepreneur.

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YOU NEED TO DO JUST ABOUT EVERYTHING ON YOUR OWN When you work in a company, you have an excellent support system. You have assistants, juniors, and interns. So if you feel that a particular task is too tedious for you, you can get it done by an assistant. But when you launch a company, you will be doing everything on your own.

When you quit your cushy job to build a business from scratch, people will start dismissing you. You may even feel that suddenly you have become ‘invisible’, and people have stopped calling you. This hurts. But who said being an entrepreneur is easy. Starting up a business is going to be a constant struggle for the initial years.

ARE YOU PASSIONATE ABOUT THE IDEA?

CAPITAL WOES

At least some entrepreneurs will have to dip into their personal savings to pay their employees. At this point, you will start celebrating even small revenue victories.

Capital is the biggest concern of brand new entrepreneurs. You have to pay your bills. You have to pay your company bills as well. You might always be struggling to raise funds and you will almost always feel that you are going under.

While these are the negative sides of being an entrepreneur, building your business and being your boss are worthwhile pursuits. But before you take the plunge, you need to ask yourself a few questions.

For many people, the motivation to start a new business stems from their desperation to avoid a bad situation. Maybe they have a bad boss or maybe they are stuck in a job that does not offer any growth prospects.

Unfortunately, these aren’t good reasons to start a business.

It is not easy to build a startup from scratch. If you aren’t truly passionate about the idea, you will never survive the first few years.

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INVESTMENTS

IS YOUR IDEA PROFITABLE?

ARE YOU WILLING TO LEAD A FRUGAL LIFE? You will most probably be broke for the first few years.

Many aspiring entrepreneurs fund their business with their personal savings. Most of them can’t take cash out of their business for the first few years. Entrepreneurship isn’t everybody’s cup of tea.

When you work for another person or company, you will get paid no matter what, but when you work for yourself, there is no such guarantee.

You need to ensure that you have a profitable idea. If you start a business without doing enough market research, you are more likely to fail. There should be a market for your product or service. It should be something people want or need. Only then you’ll be able to attract investors. Keep in mind that no one will fund an idea just because you are excited about it. You don’t have to quit your job to start your business. You can build your company on the side in your free time. Don’t quit your job until you are confident that it will succeed in the marketplace.

When you work for a company, you will have access to its resources. And when a problem pops up, your manager will take care of it. But when you start a business, you will find yourself doing everything. Worse still, you are going to be under tremendous pressure to get results. That explains why many would-be entrepreneurs eventually run back to their cubicle.

Entrepreneurs are always on call. You will find yourself working at nights, on weekends, and holidays. If you don’t have a supportive family, you will run into many problems. If none of these fears deter you from pursuing your entrepreneurship dream, maybe that is in your DNA. In that case, go ahead and take that plunge.

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STRATEGY

ARE YOUR PRICES

TOO LOW? M

ost companies set their prices when they launch their business. As they are desperate to make sales, they are usually willing to sell things at throwaway prices. And every few years, the business may make some nominal increases to their pricing. But rarely does the owner rethink their pricing strategy.

Are your prices too low? Here are some clues that will help you decide.

YOUR COSTS DETERMINE YOUR PRICES Yes, costs matter. But some highly successful companies price their products on the basis of the value they provide. What is the benefit that the product/service offers?

Does the product address a real problem that the customer faces? If so, will they be able to do without your product? When you consider these factors, you will often realize that your current price is too low.

YOUR COMPETITORS DETERMINE YOUR PRICE If you are desperate to win business, you will want to set your pricing at a price less than your competitors’.

However, do you really have to be the cheapest provider?

If your product offers more value, you can charge extra.

Not everyone is looking for cheap prices – some buyers value quality.

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YOUR PRICING HASN’T CHANGED IN A WHILE No, you are not supposed to increase your prices drastically. That will definitely affect your relationship with the customer. But if your costs have increased over the years, increasing your prices is the only way to protect your business interests.

Some business owners are afraid of increasing their prices for their long term customers. They are afraid that if they increase the prices, they may lose the customers. This is only partially true. Just as you are afraid of losing the customer, the customer is also afraid of the switching costs. If they leave you, they will have to train another vendor. This can be expensive. In many cases, the price of switching costs may be higher than the increase in your prices.

Instead of cost, value should be largest determining factor of your price point.

YOUR PRODUCTION CAPACITY IS LIMITED, BUT THERE IS A HUGE DEMAND FOR YOUR PRODUCT

WHEN TO INCREASE YOUR PRICES

When the demand exceeds supply, the prices will increase. This is simple economics. If you cannot easily ramp up production, use smart pricing to protect your interests. Your products are priced well below market rates, although you have no valid reason to do so. In this case too, you need to review your prices.

YOU ARE SELLING MORE UNITS, BUT YOU AREN’T MAKING ANY PROFITS.

Set a specific profitability goal and make strides to reach it.

Here are some signs that you need to increase your prices.

If this is the case, your costs may have increased, but your prices may not have changed.

If you want to boost your profit, you just have to increase your prices – that’s the only way to make revenue.

If your profits are low, you will not be able to provide good customer support. Low pricing may even affect the quality of your product.

THE PRICE IS RIGHT Your prices can’t be too high or too low. If the prices are ridiculously high, you will turn off customers. If they are too low, you won’t make any profits – and you may even suffer losses. To price your products right, you have to evaluate your business and determine your costs. You should consider both fixed and variable costs.

Once you have determined the costs, you should define your profitability goals. This will help you set the right pricing.

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SPONSORED

THE FOUNDATION AT MISSION REGIONAL MEDICAL CENTER:

PLANNED GIFTS… MAKE A DIFFERENCE

IN A LOVED ONE’S LIFE

S

ince 1954, Mission Regional Medical Center (MRMC) has stood as a landmark of hope and healing for residents of Mission and the surrounding communities. Starting as a small municipal hospital, MRMC has evolved and grown over the years into a thriving 297-bed, independent facility – the only 501(c)(3) non-profit hospital in the Rio Grande Valley.

Though the hospital has undergone incredible growth and change since its inception, its commitment to delivering high-quality care to each and every patient remains as steadfast as ever. As this commitment endures, so too does its reliance on private gifts and donations in order to continue providing the superior medical care patients need and deserve.

PLANNED GIFTS CREATE A PROMISING FUTURE When members of the community engage in planned giving opportunities at MRMC, they are not simply supporting a hospital; they are making a meaningful difference and creating a promising future for a medical center that could one day save the lives of friends, neighbors, or family members.

Anyone who has had someone at the hospital knows the incredible value MRMC offers

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The Foundation at MRMC was established under the guiding principles that philanthropy is the cornerstone to healthy communities. to the community. Now, the leaders at The Foundation at MRMC invite you to join their mission to enhance the lives of countless loved ones.

including the new $1.4 million MRI. Foundation Board members recently approved a donation of $500,000 dollars to help fund the purchase.

All donations are used to directly support patients and community members in a variety of ways, such as by:

• Assisting with remodeling and necessary facility renovations, including the Breast Care Center.

• Purchasing specialized pieces of medical equipment,

• Maintaining ongoing programs that benefit the com-

munity such as the Sexual Assault Forensic Exam (SAFE) Place, which is the only 24/7 program in Hidalgo County.

• Fostering the development of new services and initiatives, including the monthly Breast Cancer Support Group where members offer hope and healing to everyone that comes to the meetings.

Community members are the key to building a bright future for the health of the community and The Foundation members are exceedingly grateful for all thoughtful consideration.

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SPONSORED

HISTORICAL PLANNED GIFT PROVIDED ESTATE TAX SAVINGS AND MORE The name Monroe Dunaway Anderson may not sound familiar until you think of The University of Texas M.D. Anderson Cancer Center in Houston, Texas. In the mid 1930s, Mr. Anderson and his partner’s cotton company Anderson, Clayton & Company, also known as “King Cotton” in Houston, was extremely successful. The death of any of the partners would mean a huge estate tax, which would lead to liquidating the corporation …not what Mr. Anderson wanted from his hard work. By 1936, Monroe Anderson decided to create a non-profit foundation bearing his name with $300,000 and an additional $19 million predestined after his death in 1939. The Anderson Foundation Board of Trustees agreed to match a $500,000 cancer research and treatment hospital approved by the Texas Legislature in 1941.

Through the vision and savviness of M.D. Anderson and the foundation trustees, Monroe Dunaway Anderson is known as the “father” of the MD Anderson Cancer Center, the Texas Medical Center, libraries, and several college buildings. Mr. Anderson’s

planned gift not only provided estate tax savings, but also a world renowned cancer center with thousands of physicians, scientists, nurses and staff that have dedicated themselves to making a difference for people suffering from cancer.

PHILANTHROPY HELPS BUILD HEALTHIER COMMUNITIES The Foundation at Mission Regional Medical Center was established under the guiding principle that philanthropy is the cornerstone to building healthier communities. In keeping with this principle, The Foundation strives to assist MRMC by developing philanthropic support to increase and improve the healthcare resources available to the communities it serves. This is accomplished through: • Special events designed to raise funds and awareness of needs, including the upcoming 9th Annual Legacy Gala that will be held on Saturday, February 13, 2016 at Corinthian’s in Mission.

Guests will enjoy fine dining and dancing, meet one of the Neonatal Intensive Care Unit (NICU) “Miracle Babies,” and listen to the family as they share their story about their stay at MRMC.

The leaders at The Foundation at MRMC invite you to join their mission.

• Civic engagement activities aimed at creating a shared sense of responsibility for the health and wellbeing of the people to whom they provide care with events such as the recently held 8th Annual Ladies First Luncheon, which reminds women about the importance of putting themselves first in order to meet all the other roles that they play in life.

IT TAKES A TEAM TO MAKE A DIFFERENCE Led by a Director and Board of Trustees that all believe in making a difference in the community, The Foundation members are dedicated to serving as faithful stewards of the resources entrusted to them. “All gifts, whether large or small, go toward the fulfillment of our common objective to ensure every resident of Hidalgo and Starr Counties has access to the premium medical care they need – right when they

need it most,” says Cynthia Guerra, Foundation Director.

“With your support, we are confident in the fulfillment of our mission.”

“We know you have choices when it comes to giving,” says Ruben Moreno, Board Member and Chairman of the Development/Endowment Committee. “When you give to The Foundation at Mission Regional Medical Center, you ensure the sustainability of our hospital. As the only non-profit hospital in the South Texas, your gifts stay in the community that you love and not in the pockets of for-profit corporations.”

Gifts of any size can make the greatest impact in Mission and beyond. Contact Cynthia Guerra, Foundation Director, to see how you too can make a difference in the lives of those you love. For more information about planned gifts to The Foundation, contact your CPA, financial advisor, or attorney.

900 S. Bryan Rd. Mission, Texas 78572 (956) 323-1102 thefoundationatmrmc.org

43

COMMUNITY

MAYOR HERNANDEZ REVIEWS

PHARR’S 2015 ACCOMPLISHMENTS For the first time ever, Pharr responsibly returned 50% of excess utility account to utility rate payers, refunds of $50 to $590.

I

n December, Pharr Mayor Ambrosio Hernandez hosted a press conference and end-of-year review of Pharr’s accomplishments in 2015 during an end-ofyear review press conference.

When Hernandez took office in May, he promised to make sweeping reforms to rein in spending, prioritize resources, and give the government back to the people. Hernandez believes that he has made good on that promise, and is proud of the strides that have been made to move the City of Pharr forward.

and it is a great place to live, work, and play. Hernandez thanked the Pharr City Commission for their part in evaluating recommendations, taking action, and implementing policies, and for working together, which Hernandez believes is the only way that Pharr can continue to do great things.

In 2015, Pharr’s leadership focused on improving city governance, elevating quality of life for citizens, and increasing economic development in the city. Throughout the year, Pharr leaders

Pharr is flourishing, financially healthy, and an ideal place to live, work, and play.

Mayor Hernandez, a surgeon by trade, credits his education, training, and experience for making him be strategic, precise, and efficient in everything he does. Hernandez applies the same philosophy to government work, which has allowed him to accomplish many milestones in a short period of time. At the end-of-year review, Hernandez announced that the City of Pharr is flourishing, the city is financially healthy,

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implemented effective management and leadership strategies, proving that they could work hand-in-hand to improve the community.

According to Hernandez, the new City Manager now complies with the state and national code of ethics, and has implemented business management reforms to foster a more positive and professional working environment for government employees.

The City of Pharr also expanded opportunities for gender equality in the workplace and hired female directors in Development Services, Human Resources, Finance, and Legal.

The new Pharr PRIDE Program mandates principles that exemplify Pharr’s core values: professionalism, respect, integrity, discipline, and ethics. All city employees are expected to model these qualities. The City of Pharr also implemented an Employee Living Wage Plan, where the lowest paid full-time employee earns $11 per hour.

We implemented business management reforms to foster a more positive and professional working environment.

Pharr’s leadership completed collective bargaining negotiations with the Police Department, finalizing an 3-year contract. City leaders are also in the final steps of collective bargaining negotiations with the Fire Department to get in alignment with regional department pay levels.

Mayor Hernandez also focused resources externally to prioritize improving the quality of life for residents in Pharr. He made good on several promises he made during his campaign, including focusing more resources to South Pharr and Las Milpas and working diligently to approve measures that improved quality of life for all.

The City of Pharr authorized the building of a bridge linking

neighborhoods in South Pharr to Jones Box Park. That area had been a longtime safety concern, with residents crossing through a dangerous ditch to access the park. Hernandez said that the bridge will provide a safer route to the park, minimizing the risk associated with trying to gain access. The City Commission also approved the building of a Development & Research Center in South Pharr at a cost of an estimated $4 million. The facility can also

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COMMUNITY

100,000

square foot building

4

Hardship Program, which helps low income citizens with assistance on their utility bill through a grant program. Pharr’s leadership also reduced the property tax rate by the largest amount since 2000.

- year repaving plan

276certificates of occupancy 35 new businesses $3 million in payroll

Pharr continues to be a business-friendly community, and fostering economic development remains a high priority among city leaders. Pharr’s leaders are doing their part to attract and retain businesses in the community, and the City continues to uphold a reputation as a "business friendly" community.

$11/h

double as a Library & Recreation Center.

Pharr’s leadership led the effort and assisted in funding additional METRO bus services, which rull all the way to the Pharr International Bridge. Access to transportation was a priority for many residents in Pharr, but resources have been limited. The additional services will help residents get where they need to be.

Improving Pharr’s streets was a another priority in 2015. As a result, Mayor Hernandez directed the development of a 4-year repaving plan. Many neighborhoods in Pharr had

lowest

This year, the City approved 276 certificates of occupancy, and the Pharr Economic Development Corporation (EDC) welcomed over 35 new businesses into Pharr by hosting ribbon cutting or grand opening ceremonies.

The Pharr EDC also helped facilitate the construction of a new 100,000 square foot building in the South Pharr industrial corridor. This development will help increase bridge traffic at the Pharr International Bridge.

In a joint collaboration with Pharr-San Juan -Alamo ISD partners, the City of Pharr opened its first special needs park. The City transformed undeveloped land adjacent to Dr. William Long Elementary into a special needs park and playground that encourages a sensory and exploratory experience for all children, including those with disabilities.

the utility bill by lowering it by 3 percent. Pharr’s leadership identified the excess funds in the utility account and, for the first time ever, responsibly returned 50 percent of it to the utility rate payers of Pharr. Depending on the years of continuous active service, utility rate payers will see a refund of $50 to $590. At the press conference, checks in the amount of $590 were awarded to two businesses and two individuals with over 20 years of active utility service. Residents should expect to receive their rebates in the coming weeks.

Mayor Hernandez also announced that the City entered into a partnership to have a South Texas College Facility in Pharr. The facility will bring $9 million in economic impact and approximately $3 million in payroll.

The City has started the process of responsibly reducing

The City also helped those in need by creating a Utility Bill

been in dire need of repaving for years. With this strategic repaving plan, the City was able to analyze all roadways and prioritize those areas most in need.

wage

Hernandez said that there are many reasons to be proud of what the City accomplished in 2015, yet there is still a lot of work to be done. He promised to continue keeping the needs and best interests of citizens as his number one priority. Hernandez said that he is looking forward to seeing the results of these positive changes and continuing to constantly improve.

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LIFESTYLE

HOW TO ENSURE

WORK-LIFE BALANCE

M

aybe you are a workaholic, but you should still take a break every now and then. Professionals who work too hard without taking a break are more likely to suffer a burnout, so it’s always a wise idea to take a break every now and then and recharge your batteries. Ideally, you should spend about 70% of your time on running your business. During this time, perform day-to-day activities like managing the books and overseeing operations. Spend about 20% of your time to promote your business. The remaining 10% should be spent on activities that aren’t related to your business.

Remember the golden rule: unplug, relax, recharge.

By taking a short break from work, you will be able to come back feeling refreshed.

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HOW TO MANAGE YOUR TIME CREATE A ROUTINE You will not be able to manage your time wisely if you don’t have a routine. Stick to your routine no matter what. Do not undertake activities that aren’t part of the routine.

After you create a routine, go ahead and develop a plan. Make sure that you set aside some times for various activities. If you really want free time, you should plan it. Your routine might change, but it always makes sense to have a solid plan.

Prioritize and block times for important activities.

10-MINUTE CALLS AND 30-MINUTE MEETINGS Do you have meetings frequently? You need to ensure that they don’t eat up a lot

of time. Schedule 30-minute meetings. You can make an initial connection with a potential partner or client during a 10-minute call.

Ten minutes are actually a great deal of time to discuss important things. If you feel that a particular activity needs more time, adjust the time accordingly.

FIND TIME FOR EMAIL Do you check your inbox frequently? An average employee wastes a lot of time every day by constantly checking their inbox. If you spend a lot of time to read and respond to emails, you should find a way to manage emails more efficiently. Don’t do email all the time – set aside some time to manage your mails.

Don’t exceed that limit unless there is a good reason to.

PLAN FAMILY TIME Yes, you are busy but don’t use your busyness as an excuse for neglecting your family. Make it a point to spend some time with your spouse and kids. And during those hours, unplug yourself completely. This may be difficult for workaholics, but you really need to plan and find time for your family.

You should also find some time for exercise.

MANAGE YOUR TIME If you manage your time wisely, you will be able to be a happy and productive person. Proper time management will also make you feel less overwhelmed. So plans your days and weeks.

BUILD CULTURE

HOW TO YOUR COMPANY

Simply offering great employee perks does not guarantee your business will have a healthy company culture.

W

hat exactly is company culture? There are several definitions. Businesses are often praised for allowing their employees to work flexible hours or for giving them free lunches. But just because a company doles out some fancy perks, you can’t say it has a great culture.

In many cases, these perks might be masking the true culture lying beneath.

That said, creative perks are still good for fostering a good work environment.

Here are some tips for building a great company culture.

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HIRE PEOPLE WHO POSSESS THE RIGHT SKILLS Hire the right candidates. Your employees are your biggest assets. If you hire the wrong people, you will do more harm than good. Employees who can’t do their work are harmful to the organization.

Those who can’t be the right fit are also harmful. This does not mean that you should only hire people possessing the same skills or coming from the same background. Actually, your team should consist of a combination of employees coming from different backgrounds and possessing different skills and interests.

USE TECHNOLOGY TO BRIDGE GAPS You may have introverts in your team and they may have some brilliant ideas.

But in many cases, things like fear or shyness will prevent them from bringing out those ideas. There are several software tools that allow introverts to communicate their ideas without having to worry about getting judged. There are also several tools that bring remote teams together. With the right technology, your team will be able to overcome many hurdles.

SUPPORT FAILURE This might sound counterintuitive. Of course, you don’t want your employees to fail all the time. But if you have a culture that punishes failure, your employees will not want to take risks. This limits the amount of success you can

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MANAGEMENT achieve. So encourage your team to take risks. Ask them to communicate the risks and then do whatever you can do to mitigate those risks. Assure them that any resulting failure will be shared.

DOLE OUT PERKS THAT WILL KEEP YOUR TEAM MOTIVATED. Any perks that you dole out should suit the work culture you are trying to create. They should also be motivational.

DON’T LET DESIGNATIONS RESTRICT ROLES. It is important for your employees to have specific roles. However, this does not mean that you have to restrict them.

Some of them may be capable of contributing to other areas apart from the roles assigned to them. Almost all businesses will benefit if roles are less-restrictive.

FOCUS ON YOUR PRODUCT/ SERVICE You want your company to have a worldclass culture. Building a world-class product is even more important. Unless

Don't let employee designations restrict roles. It is important for employees to know what they're in charge of, but the occasional work variety can help break up the monotony. you have a great product, your company won’t be able to grow. And unless the company grows, the culture cannot exert any effect on your people.

When you only have a small number of employees, you can all sit together and discuss every decision. At this stage, your problems are simpler and your team members are unlikely to face any communication hurdles. Everyone knows what is important and how they should act. Your company culture is now implicit in the values and personalities of this group. As the organization grows, things will begin to get more complex.

When you have hundreds of employees on your payroll, it is not easy to define

your culture. There may be communication gaps, and you would need to make a conscious effort to define and enforce the culture. You should decide what kind of organization you want to build.

Bridging communication gaps is the first thing you need to do. Generally speaking, an organization’s culture is shaped by how its leaders act. The leaders should embody the kind of company they want to build. If transparency is important to your organization, your leaders too should be transparent, and discuss the company policies openly.