Business Adviser No. 3 San Antonio by CODESM

SAN ANTONIO EDITION

Issue 3

Should You

QUIT YOUR JOB

and Launch

YOUR OWN BUSINESS?

MANUEL

DIOTTE The Ferrari Kid

Increase

PRODUCTIVITY While Working

LESS CHARISMATIC LEADERSHIP & THE SUCCESS LADDER

The Art of

GIVING BACK

Board Members JOSE L. ORONA

LILLIAN BUSS

President & CEO - Texas Nexus Business Group

Advisory Board Member & Owner: Eltekon Financial Group

Jose Orona is a successful entrepreneur with over 15 years of experience in business. His current largest venture is Texas Nexus Business Group, a 10 year-old company that specializes in voluntary insurance products for businesses & individuals, as well as marketing and branding for businesses. Texas Nexus is happily & exclusively partnered with a Cleveland, OH based company (Family Heritage Life) & with Business Adviser Magazine, to handle its Insurance and Marketing departments.

JODI PENROD Advisory Board Member & Owner: Premier Partners Jodi Penrod is a San Antonio native who has successfully operated several businesses over the years. Her professionalism and business intuition have resulted in many of her clients being featured in Business Adviser Magazine.

Lillian Buss comes to Business Adviser Magazine with over 17 years of experience in the area of business management. She is currently a member of the Texas Nexus Leadership Team and is leading her company, Eltekon Financial Group, to a record pace in recruiting & selling.

ALFONSO LUJAN Advisory Board Member & Owner: Oracle Financial Group Alfonso Lujan is an El Paso native who successfully transitioned from an engineer at an engineering firm, to a highly driven entrepreneur. Alfonso has a tremendous work ethic that is inspiring. He currently is the Divisional Director of Sales for the Texas Nexus Business Group in San Antonio.

GRACIE GARZA LARRY TRUJILLO Advisory Board Member Larry Trujillo comes to our advisory board as one of the most accomplished sales professionals under the Texas Nexus Business Group. He has successfully built a business in Texas and other states. The Arizona State graduate was a champion wrestler who learned early on the importance of hard work and discipline.

LORENA ORONA Staff - Corporate Photographer Lorena Orona, a Bryan, Texas native comes to Business Adviser San Antonio as an accomplished photographer. Her photography has been featured in the inaugural issues of Business Adviser.

Staff - Editor Gracie Garza, a Corpus Christi native, comes to Business Adviser with a background in education and graphic design. This experience made her the obvious choice for Editor. She is also credited with composing numerous articles for Business Adviser in San Antonio and in the Rio Grande Valley.

This complimentary issue has been delivered to you by: Name: Cell: Texas Nexus Business Group would like to offer your business free advertising through Business Adviser Magazine: San Antonio Edition. Please contact us at (210) 823-1744 for details.

Our Team

From the President and CEO

ADVISORY BOARD MEMBERS

First, welcome to Business Adviser Magazine, and thank you for your ongoing support. It is our sincere and heartfelt intention to provide business owners in the Greater San Antonio Area with a unique resource that will support them in building their brand and meeting their goals. Each entrepreneur/owner brings his or her own expertise to a venture, and each also has areas outside of their expertise that can benefit from the expertise of others. That’s what Business Adviser Magazine is all about: bringing together experts in business who can share tips that will help others. This synergy will help all of us move onward and upward in our quest for excellence!

Jose L. Orona Jodi Penrod John Amour Lillian Buss Alfonso Lujan Larry Trujillo Andrew Yoo Maggie Yoo

STAFF Jose L. Orona CEO Gracie Garza Editor Lorena Orona Oriol Zertuche

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

As business owners, we all know what it’s like, starting from nothing, or very little, and working so hard to get our names out there, and to build a brand that people recognize, and that inspires confidence. Maybe that’s where you are right now, or maybe you’re a few levels beyond that. Either way, the articles you find here will provide you with knowledge and information to help you grow. There are so many options, and decisions to be made in the world of business, that it can seem daunting at times. Every small business owner needs a business adviser. We plan to meet that need by providing a publication, available both in print and online, to business owners at every level in their ventures. Our panel of industry experts is dedicated to utilizing a hands-on approach to answering business-related questions, and in doing so, helping business owners outpace their competition. Empowerment for success is the beneficial result. Our mission is to help business owners prosper in their chosen field, by inspiring their spirit of entrepreneurship, and providing them with the resources they need in order to grow their businesses. Please accept my personal invitation to join Business Adviser Magazine. We are confident that your business will reap benefits in the form of increased exposure through the magazine, stronger branding, and recognition of you, the owner, as an industry authority. Sincerely,

Jose L. Orona, President & CEO (210) 823-1744 8000 IH W, Suite 920 San Antonio, TX 78230 jorona@fhltexasnexus.com

In This Issue

Mistakes That Aspiring Entrepreneurs Make While Pitching Their Business Idea to Investors

WHAT TO CONSIDER WHILE DESIGNING LOGOS

10 12 16 18 22 26 29 36 38 46 48

The Millennial Consumer From The Perspective of a Millennial Marketer

CHARISMATIC LEADERSHIP & THE SUCCESS LADDER

Why You Need a Strong Value Proposition How to Fire an Ineffective Employee

Increase Productivity While Working Less The Art of Giving Back Mobile Marketing Do’s & Don’ts Split Testing - Sometimes It’s Good to Split Some Hair

MANUEL DIOTTE THE FERRARI KID SUCCESSFUL BUSINESS ISN’T ALL ABOUT PROFIT

SHOULD YOU QUIT YOUR JOB AND LAUNCH YOUR OWN BUSINESS?

How to Make Wise Decisions Tech Skills you Must Acquire Little Known Yet Useful Google Tools Ways to Address Unethical Behavior at the Workplace

STARTUPS

MISTAKES THAT ASPIRING ENTREPRENEURS MAKE WHILE PITCHING THEIR BUSINESS IDEA TO INVESTORS

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STARTUPS

Most aspiring entrepreneurs are passionate about their businesses. They have exciting ideas too. Unfortunately, their business pitches don't always make the cut and they fail to find an investor.

hile pitching your business idea to venture capitalists and potential investors there are certain mistakes that you can't commit. This is particularly true in the case of young entrepreneurs who haven't had many opportunities to interact with people willing to invest huge amounts of money. If you want to be a successful entrepreneur, you need to master the art of raising capital. You should be able to persuade people to invest in your business. This is as important as financial and human resources management and branding. Your business idea may be quite viable and you may have the passion to make it a success, but if you do not know how to pitch, you will leave money on the table. Need help? There are lots of online resources to help entrepreneurs understand how they should pitch their business idea. Here are a few mistakes you should avoid while pitching your business idea to investors and venture capitalists.

YOU PUT TOO MUCH EMPHASIS ON YOUR REASONS TO START THE BUSINESS Yes, you want to generate jobs. You want to help the homeless. You want to get orphans off the street and fund scholarships for meritorious students. But you won't be

able to do any of these if you don't have the money. And the reason you are meeting an investor is to raise some capital with which you can establish a successful business. When pitching your business idea to potential investors, you can't go on and on about all those great things you are going to do in the future. That isn't what the investor wants to hear. They also don't want to know how you got your business idea. They are only interested in the what’s, when’s and how’s. Tell them what your business idea is, how it is going to make money and when it will start making a profit. You should also explain how much money you want to raise, what you are going to do with that money and what results you expect to see. Don't talk about the why’s your motivation - unless you are asked.

YOU CLAIM THAT YOU HAVE NO COMPETITORS This is a major faux pas because if you claim that your venture will not have any competition the investor may assume that you don't know what you are up against

because competition exists in every industry. Your competitors need not necessarily operate from your town. They may be existing companies or startups that are getting ready to launch and they can be from any part of the world. Keep in mind that they are all competing for the same dollars and market share. Before pitching your business idea to potential investors, you should know the existing alternatives for your products or services. If you can convince the investor that what you are offering is better than the existing solutions, they are more likely to invest in your venture.

YOU DON'T EXPLAIN HOW THE INVESTORS WILL BENEFIT Most entrepreneurs are motivated by their desire to create a sustainable business which will keep them engaged and employed for the rest of their life. They want to leave a rich legacy behind. The investor has an altogether different goal. They are looking for an opportunity to make huge amounts of money within a short time span - maybe 3 - 7 years. If you want them to invest in your business, your business plan and PowerPoint presentations should explain how they are going to win their objective by giving you money. Many entrepreneurs overlook this need of investors. Their presentations are all about their business and its potential to change the world. As an upcoming entrepreneur, you should be able to

The investor has a different goal. They are looking for an opportunity to make huge amounts of money in a short time span. 7

STARTUPS answer the investor's queries about how their investment will be monetized. Most entrepreneurs can readily visualize the IPO scenario where they become the multibillionaire CEO of a large company. Unfortunately, only a handful of entrepreneurs who launch startups manage to make that dream a reality. The rest will probably have to enter into licensing agreements with bigger companies or sell their venture to a large company. You should be prepared to discuss all of these scenarios.

WHAT'S A NEGOTIATION? The investor may have expressed an interest in investing in your company. However, this does not mean that they will give you all that you have asked for. You should know what you will be able to achieve with investments of different levels. And if you feel that an offer isn't good enough, you should refuse it. When you pitch your idea to an investor, you are merely starting a negotiation. You should treat this situation as such.

YOU ARE TOO PUSHY The investors are aware of the potential of your idea. Otherwise, they wouldn't have shown an interest in hearing your pitch. However, entrepreneurs who push their idea too hard turn off investors. You should sound confident and cool, but you are not supposed to be too pushy. Remember that you only get one chance to create a great first impression. Don't blow it away.

YOU TAKE NEGATIVE FEEDBACK PERSONALLY Most investors will ask tough questions. That isn't a bad thing at all. Don't take tough

questions or feedback personally. Answer directly. If you do not know the answer, admit it honestly. There is no point in trying to hide things from the investor.

YOU APPROACH YOUR BEST PROSPECTS FIRST As you meet more and more entrepreneurs your pitch will get better. That is why they say that you should meet your best investor prospect last. If you save the best for the last, you are more likely to get what you want. After meeting each investor note questions that are asked again and again. If you haven't already got an answer to these questions, you need to find them now. So when you reach the big investors, you will have the knowledge and confidence required to seal the deal. You don't have enough data to support your assumptions. It does not matter which industry you are competing in, you can't build a business without customers. Your customers may be people or businesses, but you have to persuade them to try your products and give them enough reasons to keep coming back for more. There are a number of met-

When you regularly pitch your ideas, you get an opportunity to build valuable relationships with venture capitalists, banks and angel investors. rics to consider and these include the customer acquisition cost (CAC) and lifetime value (LTV). You should have a thorough understanding of these basic principles because they shape your revenue model. If you have just started your company, it will not have a long history. In this case, your revenue model can be based on assumptions. Find out what others in your industry are doing to find and retain customers.

CONCLUSION Smart entrepreneurs understand the value of feedback. When you pitch your business idea to a panel of accomplished investors and entrepreneurs, they will help you identify the strengths and vulnerabilities of your idea and business model. When you regularly pitch your ideas, you get an opportunity to build valuable relationships with venture capitalists, bankers and angel

investors. Someday, these connections will definitely benefit you and your business ventures. Entrepreneurs who show up regularly and follow through will increase their credibility and knowledge. This will also make them better poised to grab opportunities when they arrive. After all, as the owner of a business, your job is to pitch the viability of your business to investors, potential employees, partners, vendors, customers and other stakeholders. What if you fail to win that pitch competition? Lock yourself up in your room and have a cry. Don't do it in front of the investors or judges. If the experience bruised your ego, you may need to tend to it. Review all that feedback you received and make appropriate changes to your business model. If that does not seem possible, scrap it and start all over again. Find another exciting idea. Keep on pitching until you find a great investor.

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MARKETING

THE MILLENNIAL CONSUMER FROM THE PERSPECTIVE OF A MILLENNIAL MARKETER The most common mistake marketers make is assuming all millennials are the same. By Salvador Cuadros

ost of us have heard a lot about millennials, especially if you work in marketing or advertising. They are the so-called â&#x20AC;&#x153;selfieâ&#x20AC;?, digital, and narcissist generation, and these are just some of the many other characteristics that have been attributed to them. In a nutshell, millennials are the consumers between the ages of 16-35 years old, or born between 1980 and 2000. A generation that lived during the turn of a century and a millennium, a generation that experienced growing up with technology but still had the notion of what the world looked like before technology took over, and a generation that grew up in the midst of numerous economic and social uncertainties. There are hundreds of articles out there that talk about how difficult it is to market to millennials, how different they are from previous generations, how hard it is to understand them, and even work along with them. In terms of marketing and ad-

vertising, it seems that today almost every brand primary target market are millennials. This is no surprise since they constitute 27% of the U.S. population and hold 21% of direct consumer purchasing power, which represents $1.3 trillion annually and these numbers will only rise in the next few years. So why are brands and marketers having so much trouble marketing and communicating with these consumers? This post aims to tackle some of the obstacles that marketers are currently facing and offer some insights from the perspective of a millennial marketer.

BRANDS CAN'T PUT MILLENNIALS IN A NUTSHELL The most common mistake marketers make is assuming all millennials are the same, and that they can be addressed as just a few homogenous groups. In most articles and research papers about millennials, marketers try to segment these consumers in a very similar way to past

Millennials want unique experiences and they want brands that engage with them, not market to them.

generations, which is a big mistake. For this generation, demographics are more irrelevant than ever and psychographics are everything. Brands are trying to identify some common traits among millennials and target a few groups based on the traits they share. So why is this not working? My opinion is that they are going for a very big slice of the cake. What I mean by this is when brands try to target millennials, they don't realize that this generation is the most diverse ever. Even though there might be some shared traits and values, millennials are characterized for their individuality and uniqueness, as they are constantly looking to be different from everyone else and this is what makes it harder for brands to successfully market to large groups. The conventional way of targeting is understandable. It is cheaper, and takes less time and resources to market to larger groups. However, if brands are looking for better results and higher engagement, executing several strategies tailored to different types and personalities of millennials could yield better results. As mentioned in the previous post, millennials don't want brands that simply sell to them, they

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MARKETING

want brand partners they can relate to. Marketing needs to become more personalized, tailored to a more specific type of consumer.

UNDERSTAND MILLENNIALS BEFORE MARKETING TO THEM Most current marketers in the US are Baby Boomers or Generation X'ers. If you ask around, these marketers have the perception that millennials are a group of entitled, narcissist, and selfish kids. Great marketing is that one which can relate and understand its consumers and therefore communicate effectively with them. Current marketers need to understand that there are reasons why millennials behave and act the way they do; and by doing so, they will be able

to market more effectively to them. Most marketers don't understand that millennials grew up during an economic recession, walked out of college with higher unemployment rates, and for the ones that got jobs, walked into the marketplace with lower wages, compared to the Baby Boomers and Generation X'ers. These are just a few factors that have driven millennials to behave the way they do, along with the evolution of technology of course. So to market effectively to millennials, you’ve got to understand them to make your job easier. So it’s best to stop criticizing and try to empathize with them.

BRAND LOYALTY IS DRIVEN BY VALUE NOT PRICE If understanding millennials wasn't enough of a challenge already, research has shown that they are the least brand loyal generation we have ever seen. They are also some of the most price conscious consumers, although this may not be based solely on financial reasons. Millennials are the most informed generation we've ever had. They are constantly connected to the

world around them, thanks to technology. And this gives them two things: knowledge and power. They are marketing-savvy, and they know the options that are available to them. That's why brands are having so much trouble creating brand loyalists from this generation, because millennials see brands and instantly question them. They know about their marketing tactics and will move to the next product or brand without hesitation if they feel that they are not getting the bang for their buck. Price differentiation does not influence the loyalty of millennials. In fact they are willing to pay a premium price if they perceive the product is worth it. However, they are less loyal and more reluctant to stay with one brand because they are aware of all the alternatives and they want to receive the best value for their money.

LEVERAGE TECHNOLOGY AS YOUR PRIMARY COMMUNICATION CHANNEL This will come as no surprise to most people, but it's surprising to see how many marketers and brands are still trying to reach and communicate with millennials through traditional media tactics. Millennials want unique experiences and they want

brands that engage with them, not market to them. Brands that successfully utilize social media and other digital platforms are having the most success getting through to millennials. Just take a look at Taco Bell and the way they use their Instagram account to depict millennials' lifestyle and values while subtly promoting their products and brand. They even introduced a Taco Bell mobile app around 3 months ago, which lets you order online, get updates, and receive special promotions. They clearly know how to reach millennials. Ruffles recently shifted its entire marketing budget to digital because they know that's where the millennial consumer is – online – on their smartphone, tablet, or computer. The key is not only to advertise and promote products online, but also to find ways in which consumers can interact with brands and create meaningful experiences through digital platforms. Instead of simply pitching brands and products, pitch what the brand stands for and what they represent. Coca-Cola gave us a perfect example with their campaign last year called, “Share a Coke”.

FINAL THOUGHTS It isn't that hard to market to millennials – it simply requires something that most marketers are not used to doing, and that is engaging before selling. Remember that millennials want experiences and relationships, so use your brand core values and propositions to explain why they should reward you with their business.

STRATEGY

WHY YOU NEED A

STRONG VALUE

PROPOSITION

Try to analyze the market from different perspectives. You will probably be able to find a unique way to promote your company. Challenge yourself.

our value proposition plays a crucial role in ensuring the success or failure of your enterprise. There is no point in offering just another product. Your offering should have instant perceived value to your customers. If you assume that they will come if you make it, you will end up wasting a lot of time and resources. So before taking the plunge you should evaluate your company’s value proposition. A strong value proposition will ensure that your customers will receive your products with great enthusiasm. When you launch your business with a clear focus and understanding, you will be able to achieve success quickly. Your value proposition is that statement that clearly explains the potential benefits of using your product. It isn’t enough to just explain the features of your product. Your statement must be laser focused. It must zero in on your customer’s values.

uct. You have to offer a better overall experience than your competitor and your product must have its own USP.

WHAT DO MY CUSTOMERS WANT?

The idea of using a value proposition is to help your clients see the specific benefits of using your product. When your customers ask why they should use your product, you need to have a clear value proposition to convey. You cannot create a strong value proposition if you do not understand your product well. You should know how it stacks up against other products on the market. The following questions may be helpful in determining the strength of your value proposition.

Your value proposition is that statement that clearly explains the potential benefits of using your product. 12

IS THERE A DEMAND FOR YOUR PRODUCT? Before launching your business, analyze the market requirements and see if your product can fill a gap. If there is a need and you are confident of addressing it, you can go ahead and launch your business. Don’t be disheartened even if there is no immediate need. Try to analyze the market from different perspectives. You will probably be able to find a unique way to promote your company. Challenge yourself to envision how the market will be a few years down the road.

CAN YOU OFFER A BETTER PRODUCT THAN YOUR COMPETITOR? Don’t worry if somebody else is already offering a similar prod-

Research the market yourself. This is the best way to find out what your customer wants. Venture capitalists don’t quite understand what the buyer wants, so it is best to seek feedback from potential buyers. Crowdfunding platforms like Indiegogo and Kickstarter are great ways to test the waters before launching your product. A crowdfunding platform allows you to see what products people are interested in buying. Even if your idea fails, the damage is mitigated.

DOES IT MAKE SENSE TO LAUNCH YOUR PRODUCT AFTER YOUR COMPETITOR HAS LAUNCHED THEIRS? Sometimes being first-to-market is advantageous, but this is not always the case. A good example is Apple’s iPod. It won out over all the other MP3 players on the market, even though it was not the first to hit the market. Its unique selling proposition was its intuitive user interface that made it better than any other MP3 player already on the market.

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TECHNOLOGY

WHAT TO CONSIDER WHILE DESIGNING LOGOS Your perfect logo will leave a lasting impression on your potential customers.

reat logos leave a lasting impression on consumers. They help build brand and drive sales. Everybody loves great logos but it is not easy to create them. There are several things you need to consider when creating a logo for your company.

THE 4 TYPES OF LOGOS Wordmarks are multi-letter abbreviations that comprise a logo. Companies like CNN, IBM and Google use Wordmark logos. Letterform logos comprise of just one letter. Think McDonald’s and Honda. Abstract logos are a bit like abstract art. They don’t represent anything that you can recognize. Nike uses an abstract logo. Pictorial logos are symbols of things that we can recognize. Twitter and Starbucks have pictorial logos. Before you start designing your logo, you should know which type will suit your company better. If you have a short brand name, a wordmark logo may suit your

company well. If you are planning to choose an abstract symbol, make sure that it reflects your brand’s personality.

COLORS AND FONTS In order to differentiate your brand, you have to choose colors that your competitors don’t use in their company logos. Different colors evoke different sentiments. Red is intense, active and a little alarming. Blue represents calm and reliable. Yellow is cheerful, fresh and energetic. The choice

of fonts is equally important. Different kinds of fonts work for different businesses. Bold, straightforward font conveys ideas such as strength, justice and honorability. Whimsical fonts are ideal for companies that promote fun, sweetness and youth. Even if you are a good designer, it makes sense to hire a skilled graphics designer. However, before approaching a designer, you should know what colors, fonts and shapes you like and don’t like. Professional design firms charge thousands of dollars to

design a logo. Few startups can afford to pay that kind of money. Hiring a freelance designer is a better idea. They may charge between US $35 and US $150 per hour. Once you have got your logo designed, you need to show it off everywhere. Your logo should be a part of your online campaign. It should be there in your print ads, television commercials, on your doors, business cards, company letterheads and uniforms.

AVOID TYPICAL MISTAKES While choosing a logo for your business, you have to ensure that it is not similar to the logos of your competitors. If it is similar to theirs, customers won’t be able to recognize you and hence you will lose business. Your logo might require a little touching up after 10 years or so. Minor makeovers will prevent it from growing stale.

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MANAGEMENT

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MANAGEMENT

If you are firing the employee because of their unacceptable behavior, you have to make it clear. Tell them what they need to do to win your favor again.

iring an employee is hard. Many employers don’t know how they should break the bad news to an employee who does not bring value to the organization. Here are a few tips to make this job easier. Firing someone who has an employment contract is not easy because that contract guarantees them employment for a specific period of time. The following tips are meant for firing an ‘at-will’ employee who doesn’t have any contracts.

REVIEW PAST FEEDBACK If this employee has always received glowing performance reviews, they will find it difficult to accept the fact that they are no longer required. In this case, don’t fire them immediately. Instead, try changing the signals. They should be able to realize that they are no longer in your good books.

ISSUE A WARNING Clearly explain that you are not happy with their performance in the workplace and that you will be forced to terminate them if they don’t turn things around. Give them a reasonable amount of time to improve their performance.

FOCUS ON THE SPECIFIC BEHAVIORS THAT YOU DO NOT LIKE If you are firing the employee because of their unacceptable behavior, you have to make it clear. Tell them what they need to do to win your favor again.

If you don't fire an employee after telling them that you are firing them, you are sending out the wrong signal that you will tolerate bad behavior.

DON’T GIVE IN TO EMOTIONS The employee may get emotional when you give them the bad news. But you have to keep your emotions in check; otherwise firing can be difficult. Clearly inform the employee that you are firing them because they failed to deliver satisfactory performance. If they are entitled to severance pay, you should also explain how much they will receive. After you have given the news, tell them that they have to leave your premises immediately. If they have any company credit cards or office keys, collect them before they leave. Escort the terminated employee to the door. You don’t want them to change computer passwords or steal company files.

ENCOURAGE THE EMPLOYEE TO SIGN A RELEASE OF LIABILITY This is important if the employee belongs to a minority community, or is over 40 or a female. Don’t draft the release yourself. It should be drafted in a specific language; otherwise, it will not hold up in court. So, get it drafted by your employee law attorney, before inviting the employee to your office for the ‘exit interview’. You can’t force the employee to sign the release, but you can give them an incentive. You can, for example, offer them more severance pay. Give them an opportunity to discuss the matter with their attorney. This also sends the signal that you are not afraid of getting sued. If the employee asks for unemployment benefits, don’t fight it.

ASSIGN THEIR DUTIES TO ANOTHER PERSON Immediately after the terminated employee leaves the office, you have to assign their duties to another employee. The employee may get emotional or violent when you tell them that they are no longer required. But you have to stick to your guns. If you don’t fire an employee after telling them that you are firing them, you are sending out the wrong signal that you will tolerate bad behavior if they exhibit enough theatrics.

STRATEGY

INCREASE PRODUCTIVITY WHILE WORKING LESS Focus on things that are truly important and eliminate everything else. Allow your employees to pick schedules that work best for them.

any people are driven by their desire to achieve more and more. They work 18 hours a day and spend hardly any time with their family or friends. But when you stretch yourself thin by working long hours, you are not doing your body or mind any good. There is a limit to what you can achieve in a day. The moment you realize this, you will make some positive changes to your working habits.

WORK HARD, PLAY HARD If you cram too much work into a day, you will only exhaust yourself. So, get enough sleep. Spend time with your loved ones and do things that you enjoy doing. This will boost both energy and morale. If you are an employer, don’t ask your employees to work

14 hours a day. Long working hours will not increase their productivity. Instead, it will zap them of their energy. Let them leave work at 6 or 7. The next morning they will come back to work feeling fully energized. Yes, there are books that promote the belief that you can get everything done. While it is an admirable ambition, it will definitely take its toll on your health.

THE PERILS OF CONSTANT CONNECTIVITY We are living in the age of always-on connectivity. While being able to stay connected to your friends and family on the go has its advantages, connectivity also has a negative impact on your health. Always on internet connectivity stresses your employees out. They assume that they have to be available 24/7. Stressed out employees can’t sleep well. They call in sick too often and also suffer from burnout.

COPING STRATEGIES It is nearly impossible to eliminate work pressure from your life, but there are several ways to cope with this menace. One way of doing this is to prioritize. Focus on things that are truly important and eliminate everything else. Allow your employees to pick schedules that work best for

them. Creative people tend to work well late at night. Don’t force them to get to work at 9 am. Amazing things can happen when you allow your employees to find their pace. You can’t deny the fact that work is a priority, but it is not the only thing that matters.

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MANAGEMENT

CHARISMATIC LEADERSHIP

THE SUCCESS LADDER

Some people possess an innate ability to connect with individuals and captivate crowds. We describe them as charismatic. Charismatic people are charming and successful. They enjoy huge popularity among their friends and followers. 20

our level of charisma often determines your chances of success in both personal and professional lives. But is charisma something you are born with? Researchers believe that it isn't. You don't necessarily have to be a successful politician or a celebrity to be charismatic. Ordinary people can also be charismatic. In fact, you can improve your level of charisma by learning the right behaviors. If you have a charismatic father or mother, you are more likely to learn these behaviors early.

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MANAGEMENT

Be candid. Express your feelings genuinely and spontaneously.

If you do not have access to charismatic role models, you will need some practice and cultivation to make you more charismatic. But it is certainly possible.

affect the emotions of others. Being charismatic is all about expressing your emotions strongly. This way, you can transfer your emotions to the people you are speaking with.

Here are some tips to improve your level of charisma.

While charismatic people show their emotions readily, they can also hide them. In other words they use emotions to their advantage.

If you want to be charismatic, you need to pay careful attention to the way you interact with others.

EXPRESS YOUR FEELINGS Be candid. Express your feelings genuinely and spontaneously. When you are spontaneous, you will be able to

MIND YOUR LANGUAGE Be sure to use words that your audience can relate to. The right words can tap into emotions like love, hate, hope etc. Limit the use of abstract words because most people don't

have any emotional association with them. Charismatic people have excellent interpersonal and communication skills. The good news is that anybody can develop these skills with some practice.

SHOW OPTIMISM

BE CONFIDENT

SHOW INTEREST IN OTHERS

A charismatic person is a confident person. At least they can appear to be confident. They also make other people feel confident. This way, they enhance the communication process. Remember that there is a difference between being charismatic and being boastful or egoistical.

A charismatic person is optimistic. They are cheerful and only see the positive aspects of people, events or situations. They can also instill optimism in others.

Charismatic people have interesting personalities and mannerisms. Others like to listen to them and to spend time with them. They also show genuine interest in others. They are excellent story tellers and can speak and explain in an engaging manner.

INSURANCE

The Art

of Giving

Back

There are a variety of reasons why we might want to give back to our By Gracie Garza community.

hy give back? To your neighbor, your family, to your community, to your country, or to the world at large? There are a variety of reasons why we might want to give back, whether we as individuals, as a family, as a club, an organization, or even a corporation. Some examples… A woman recounted her experience of being in line at the grocery store, behind a little old lady who was upset because the cashier would not accept her check without ID, which the lady did not have with her. As the senior lady looked like she was going to cry, the woman felt compassion for her, to ease her distress, swiped her debit card to pay for the small bag of groceries. When she did, the lady actually did begin to cry, in gratitude for the woman’s help. The lady tried to get the woman’s address to repay her, but the woman insisted that it was not necessary, and the lady finally accepted her generosity. Commenting on the incident later, the woman said that she had never felt as rich as she did that afternoon. Sounds like a win-win. The wife of one of her business partners was diagnosed

with breast cancer, and they needed help at home, where they have a pre-school boy and a baby girl. So she volunteered to go to their house one night a week, to do laundry, or clean house, or feed the kids, or whatever is needed. Some of their other business partners do the same, or bring meals, or help out in whatever way they can. Everyone wants to do something to help, and even though folding towels and sheets may not seem like much, or feeding the baby, or even playing with the little boy, it IS a help because each of those things is one less thing the family is responsible for on their own. Their business partner (and his family) feel supported, and better able to bear the stress of their situation, knowing that they are not alone. Another win-win. Thirty people dressed in pink T-shirts sporting their company logo walk 5 kilometers around the grounds of a hospital. Their leader, in a pink Mohawk and matching cape, garners plenty of attention, as well as myriad requests for autographs and photo ops. This business group walks to help raise awareness of programs available at the hospital, to help low-income women get their mammograms free of

Monetary donations are not the only way to give back. One of the most important ways is by giving of your time. charge or at reduced fees. The business group raised money to support those free services provided in an area where many of their clients live, is better connected to their clients’ community and the relationships are enhanced. Win-win. The nationwide corporation supports a particular cause that is closely aligned with their mission, allowing some of their employees (across the nation) paid time to organize their participation and to round up donations for the cause from the corporation’s own clients. On the event day, thousands of company people turn out to support the cause, and since it is an all-day event,

the corporation provides them with breakfast, bottled water throughout the day, and box lunches for the participating employees and their family members. Win-win. Billionaire Chuck Feeney, founder of Duty-Free Shoppers, was not at all interested in wealth, and made a decision to give away the bulk of his wealth, secretly if possible, while he was still alive. He created a charitable foundation, through which he gave hundreds of millions of dollars to AIDS clinics in South Africa, and for medical care in Cuba and other needy areas. Feeney has always lived frugally, not even owning a car, and wearing inexpensive

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INSURANCE

clothing and watch. Apparently, he felt no need to hoard his wealth for himself, and he saw where that wealth could be put to good use, so he gave it. Win-win. According to Christian Smith, author of The Paradox of Generosity: Giving We Receive, Grasping We Lose, “Rather than leaving generous people on the short end of an unequal bargain, practices of generosity are actually likely instead to provide generous givers with essential goods in life—happiness, health, and purpose—which money and time themselves simply cannot buy. That is an empirical fact well worth knowing.” So giving out of genuine generosity almost can’t help but benefit the giver as much as the receiver. Texas Nexus Business Group is so happy to represent Family Heritage Life, a company who truly espouses the idea of giving back to the commu-

nity on a consistent and ongoing basis. Family Heritage has adopted several wonderful causes to support every year, including (among others) Harvest for Hunger, Wigs for Kids, the Smile Train, St. Jude Children’s Hospital, Toys for Tots, the Make A Wish Foundation, Habitat for Humanity, the American Heart Association, Doctors Without Borders, and the Children’s Miracle Network. Family Heritage has also dedicated their fundraising efforts to members of its own family who are in a hardship situation due to illness or tragedy. Obviously, Family Heritage doesn’t give back in order to get something back, but just because it’s the right thing to do. Even so, Family Heritage benefits in community goodwill and a palpable presence in communities across the country.

as well as local events both in the San Antonio area, and the Rio Grande Valley. This year, however, Texas Nexus has found a cause to really get behind, because it is focused on helping essentially the same group that our company is providing a safety net for, in the case of serious illnesses, such as cancer. This cause is the Ferrari Kid, founded by San Antonio resident Manny Diotte, who is himself a cancer survivor. Diagnosed with cancer as a boy, and given only six months to live, Manny is no stranger to surgeries and harsh treatments for cancer, and that’s the main reason Manny has such a passion for what he does. His foundation, whose motto is “Cancer sucks, but the ride to the hospital doesn’t have to”, is focused on making kids feel like a star for a day, with a ride in the coolest of cars to the event of the child’s own choosing, complete with red carpet, paparazzi taking pictures, and “fans” asking for autographs! Texas Nexus Business Group will be involved in supporting the Ferrari Kid in a number of ways, because it is a cause that has quickly become near and dear to its heart. Chances are pretty good that Texas Nexus, by giving of itself to this great cause, will find that good comes back to them, because that’s just the way it works… As a business owner, however small or large your business may be, you might want to consider finding a way to give back to your community,

in support of a cause that resonates with you and the mission of your company. It isn’t necessary to wait until you are able to give a large amount, because every little bit counts, and it all adds up. To illustrate, a final story… An old man was walking along the beach throwing starfish that had washed up onshore back into the ocean, knowing that they would die if they stayed on the beach. He was criticized by a young man who came by saying, “There are thousands of them, along miles and miles of beach. You could work at this all day long, and your efforts won’t make any difference at all.” After listening calmly to the young man, he stooped again, picked up a starfish and threw it into the sea, saying, “It made a difference to that one.” Obviously, monetary donations are not the only way to give back. One of the most important ways is by giving of your time, because unlike money, when you give time, you have given something that you can never get back, or make more of, so that’s an extremely valuable contribution. Be creative. Get your key people together to brainstorm ideas. Make it a priority to figure out how to give back, to be a difference maker. Imagine if every individual, family, club, organization, and business made it a priority to give back, what a difference we could collectively make in the world. Imagine.

Jose Orona (210) 823-1744 8000 IH W STE 600 San Antonio, TX 78230

Texas Nexus Business Group has always done its part to contribute to these causes,

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MOBILE MARKETING 26

DO’S & DON’TS

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MARKETING

AVOID BEING TOO PUSHY People are more likely to buy your product if they are actively searching for it. However, mobile marketing often involves sending unsolicited text messages to customers. Businesses expect that this will engage customers and encourage them to spread the offers on social networking sites. But if you are being too pushy, you will put off buyers.

GIVE SOMETHING AWAY

More and more customers now use their mobile phones to engage with your brand and that explains why you should develop a sound mobile marketing strategy.

lot of people now use mobile devices to shop online. They don't mind sharing their personal information with online vendors in exchange for discounts or coupons. Many small business owners still find it difficult to navigate mobile marketing. Mobile technology keeps changing and optimizing your mobile marketing efforts for the different mo-

bile devices on the market is rather difficult for small businesses. While marketing your business to mobile customers, you must avoid bombarding them with unwanted messages. Here are a few tips to make your mobile marketing methods more effective.

FOCUS ON CUSTOMERS A mobile marketer should know how mobile customers interact with their business. They can increase their conversion rates by taking advantage of this behavior.

If you are frequently sending annoying ads, at least sweeten the deal by offering some discounts. Send them special offers, discount coupons and reminders about sales.

BE MOBILE READY Before focusing on mobile marketing you have to ensure that you are ready for mobile. There is no point in sending customers to your mobile app or website if you cannot provide a good mobile experience. Your website should load faster and be designed for users who can easily get distracted. Encourage users to complete a sign-up form to receive promotional text messages from you. While some businesses have a mobile version of their

website, this is not exactly necessary. You can use responsive design to automatically adjust the content and layout of your website on mobile devices.

TARGET OWNERS OF NEW DEVICES After the holiday shopping season, there is a tremendous increase in the number of mobile devices on the market. By simply targeting new iOS or Google Play registrations, you can easily reach the owners of the new devices. Give time-limited offers that encourage customers to act faster.

MAKE SURE THAT YOUR MOBILE SITE IS EASY TO NAVIGATE Target your mobile customers with simple apps and clear CTA. Building simple apps is easier. They also load faster. You should also give due importance to social media in your marketing efforts. Don't send text messages too often. Start by sending one or two messages a month. Analyze click through rates and unsubscribe rates to see if you can increase the frequency.

IMPROVE USER EXPERIENCE Make sure that your site loads correctly on mobile devices. Websites that are not optimized for mobile devices have low conversion rates. Your customers should also be able to find your contact information easily. Do whatever you can for optimizing their mobile shopping experience. You can, for example, add features such as 'click for directions' or 'click to call'. You should also ensure that your content does not take more than 3 seconds to load.

STRATEGY

When you decide to split test, look for variables that will have a significant effect on your testing results.

SPLIT TESTING SOMETIMES ITâ&#x20AC;&#x2122;S GOOD ost companies run a split test, decide what version works better, and settle on one version and continue using it without further tests. Successful companies, on the other hand, will continue to test because they are never happy with their current results. If you run a business, you will always find a new tool or strategy worth trying. That is why you need to split test.

TEST VARIABLES THAT ARE TRULY IMPORTANT There are many things that you can test. However, while running split tests, your focus should be on the variables that can make a big impact.

The background color and the size of fonts on your site will only have a small impact on user experience and behavior. Compared to that, your headlines, page design, and the offers and discounts can have a huge impact. When you decide to split test, look for variables that can have a significant effect on your results.

MEASURE THE RIGHT METRICS Tracking the right information is equally important. What are your priorities? What metrics are you trying to measure? Do you want to find out the number of visitors who buy your products right away or the number of visitors who complete your online form? Before starting the split test, you have to ensure that you understand what you are tracking.

Consider this example: one particular version of a sales page attracts 60 buyers at a sales price of 15 dollars. The result is 900 dollars in sales. Another version of the sales page attracts 75 buyers at a sales price of 11 dollars. The result is 825 dollars in sales. The first version generated more immediate revenue, whereas the second version brought in more buyers. If you are trying to attract more buyers, the second version will probably be better for you. So make sure that you understand the metrics you are trying to track.

TRACK LONG TERM AS WELL AS SHORT TERM RESULTS When you run split tests, you are more likely to look at short term results. However, what works today need not necessarily work tomorrow. That explains why you need

to continue to split test. You should also track how your key pages perform over time. Consider this situation: In one of your split tests, you discovered that one particular version of a sales page converted 5% of visitors into buyers. You have to understand that this figure will not remain constant. It will vary and the results are more likely to deteriorate over time. One or two months later, the same page may convert only around 4% of visitors if you donâ&#x20AC;&#x2122;t modify it. That is why you need to track the performance of your pages on a daily basis. Split testing can be a powerful strategy that can increase your sales and revenue quickly. You only have to use it properly.

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THE COVER STORY

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COVER STORY

This fighting spirit inside would serve me later helping me encourage people's hearts through my experience of adversity.

t was November 17th, approximately 10:30 in the morning when the doctor looked at me and said the three words nobody ever wants to hear, “You have cancer”. Shortly, after that he asked me to leave the room, because he wanted to talk to my parents. As I waited in a cold dark room by myself, I could hear my mom yelling 6 months, what do you mean 6 months, he only has six months to live, why God why? So I was given six months to live and I was only 7 years old. Little did I know that I would spend over 3 ½ years in and out of hospitals, endure over 49 operations and battle over 2 years of chemotherapy and radiation treatment. There were many low points during my childhood, and several times the Doctors and staff told my family to hurry back to the hospital and bring everyone, we don’t believe Manny will make it overnight. He only has a few hours left. However, despite their best efforts to predict my future it seems God still has plans for me, here on earth, and let me beat some of the toughest odds. This fighting spirit inside would serve me later helping me encourage people’s hearts through my experience of adversity, as I became a best-selling author and professional “motivational” speaker. Sharing my pain, and glory would help others fear-less and take risk in their lives and business, because they came to an understanding that life is precious and too short not to do the things you love and bring you the most joy. My heart has been broken into a million pieces during my suffering, but I will tell you this, each and every piece will praise God. So after two years of treatment, and accidental overdose in radiation killed the cancer, and I became cancer free, but the aftermath of chemotherapy and radiation treatment left more compli-

Ternell Washington Photography

You can't make this stuff up. You know God's hand was in it since the beginning. 33

COVER STORY cations to come. So though I was cancer free, I would not be pain free and the worst was yet to come. One of those days came during my senior year in High School. My leg was twice as big as normal, so they decided to amputate it, and just like ordering a cup of coffee at Starbucks the Doctors said, the best way to solve this issue is to amputate his leg, or he will continue to get infections that can kill him. At the very last minute, they flew me to LA, to see a specialist and get a second opinion, later I would discover the specialist was the late Michael Jacksons plastic surgeon. As I arrived at LAX and went outside to catch a cab, I saw an awesome fancy red sports car. I was born in Granada, Spain and so poor, that we couldn’t afford a free watch dog, if we heard a burglar the family would start barking, so I had no idea what kind of car this was. All I know it was the best looking car I have ever seen in my life. I asked the guy if I could take a picture next to it, and he said, “Son you’re so excited to see this Ferrari, I wish I had time to drive you around” I never forgot that day. In fact on my website, I still have the picture we took that day. Little did I know 25 years later I would start a charity called The Ferrari Kid, and make kids coping with cancer a celebrity for the day. From the moment they get picked up in a Ferrari, the excitement begins. They arrive at a celebrity destination of their choice like a mall, and receive a shopping spree, complete with V.I.P, red carpet, ropes, backdrop, paparazzi, and autograph seeking fans. It’s a day they will never forget. Maya Angelou was right when she wrote “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Now I’m on track to make over 500 kids and families feel like rock-stars on a yearly basis. You can’t make this stuff up. You know God’s very hand was in it from the beginning. So, now I get the honor of being invited to speak all over the country, coaching some of the most amazing business owners on the planet, and serving more kids that my team can handle. I get to speak about business or philanthropy, and even better both at the same time. I love teaching business owners how to

In a day when companies seem to find creative ways to lower expenses and maximize revenue, the wisest among them actually give profits away. 34

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COVER STORY

The ultimate competitive advantage is incorporating philanthropy into your business model. it’s your child or child close to you suffering from the disease. Have you ever been on Relay for Life? Probably not, unless you know of someone or you have been affected by cancer.

incorporate “Giving” into their business model. For example, I believe: It’s not about customer service - it’s about customer loyalty. It’s not about brand awareness - it’s about brand insistence. It’s not about closing a sale: it’s about attracting and keeping clients for life. What if I told you that despite how great these three concepts are, the ultimate competitive advantage is incorporating philanthropy into your business model? Yes, that’s right, giving! In a day when companies seem to find creative ways to lower expenses and maximize revenue, the wisest among them actually give profits away. From the beginning, they built a business model to include charitable giving. Think about it. When you are shopping around and deciding who gets your dollars in exchange for the products, goods or services they will deliver, wouldn’t you feel better if you knew that part of those dollars were re-invested back into what matters most, our community?

You might even ask your prospective businesses which charity is close to their heart and choose to do your business with them. For as long as I can remember, I have always told my prospective clients, ” oh, by the way, another reason you might consider working with us is we support our local community by giving to charities close to “your” heart.” That’s right, in our business model, we decided to donate a portion right off the top to support charities doing amazing work. One of my clients had a stroke and we supported The Heart Association. He was moved to tears. We can track nine business referrals to him. Acquisition cost for those nine? Zero! However, the hard truth is you really don’t care about breast cancer, until your mother, wife, or sister is diagnosed. Most of us don’t really pay attention to the man on the corner until we struggle and realize we could soon join him. Did you know fifty families a day are told their kid has cancer? Doubtful, unless

The point is, it’s like insurance. You sure are glad you have it after an accident (score one for my insurance agent). Until then, you don’t think much about it. So, when you’re told the three ugliest words I have ever heard: “You have cancer,” then you are grateful for all the organizations working in our community assisting those who are hurting and suffering from this horrible disease. When you hear your wife say, “I have breast cancer,” you will be glad to know there are one hundred resources available to her free of charge, including doctors who perform surgery for free, because generous business partners, and givers that look just like you, give! Next time you hear of a veteran who served our country and needs a prosthetic leg, know that incorporating charitable giving into your business model could be the only reason they get one. If you don’t know where to start, call me and take on a “Hero’s Challenge” it’s a simple 30 day challenge that allows you to become a Champion for Children. There is no better feeling on the planet than to help someone in a time of need. Winston Churchill had it right when he said “We make a living by what we get, we make a life by what we give”. There is hard work and heart work; I get the privilege to do both. Manny is a speaker, author coach, and lives with his family in San Antonio. His love of business is only matched by his love of philanthropy. You can reach him at 210 887 7285 or email him at manny@theferrarikid.org Do you have what it takes to be a HERO? Take the challenge just call now.

INVESTMENTS

HOW TO MAKE

WISE DECISIONS When you can treat your problems as if they were someone else's, you will be able to make wiser decisions.

t has been said that old people are wiser than youth. The reason for this is that age and experience bring wisdom. But does that mean that we have to age to become wise? Well, not really. With a few simple mental exercises, young people can make wise decisions as too.

HOW TO GAIN WISDOM Wisdom isn’t easily attained. Education may make you smarter. Meditation could make you calmer. But wisdom is only earned through personal experiences. You become wise when you learn from your mistakes. There is no shortcut to wisdom. Quite a bit like critical thinking, wisdom must be consciously applied for it to have any value. Some interesting new research seems to suggest that our perception of wisdom isn’t completely correct. Having years of experience isn’t the only route to wisdom. Psychologists have supposedly come up with a mind hack that makes people wiser. It’s easy to give sound advice to our loved ones. But we tend to ignore our own sage advice when we make our own decisions. To find out why this happens, researchers asked people who participated in a study to think about two

different scenarios. In one scenario their partner was unfaithful to them and in another scenario it was their friend’s romantic partner who strayed. The participants were then asked how they would react in each of these situations. Nearly all participants found it difficult to react rationally when they faced this situation personally. However, all of them were capable of giving reliable advice to a friend who had been cheated on by their partner. The study confirmed that we are wiser when we reason about someone else’s problems instead of our own. Distancing yourself from your own problems may be the solution. When you can treat your problems as if they were someone else’s, you will be able to make wiser decisions. If you can remove yourself from the situation, you will be able to find better solutions.

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TECHNOLOGY

2015 has almost reached its middle, and you still havenâ&#x20AC;&#x2122;t achieved your New Year's resolution, have you? If your resolution was about technology, you have to master the hottest technology skills to stay relevant and productive in this highly competitive market.

echnology advances rapidly. The skills that you learned last year have already become outdated. The only solution to get around this issue is to learn new technologies as they emerge. Continuous learning is crucial to maintaining your competitive advantage. So, what are the tech skills you should master in 2015? Here is our pick.

CODING The demand for coders continues to increase. It is true that the K-12 education system has not yet recognized the importance of coding, but today, coding skills are as important as reading or arithmetic skills. The good news is that everybody can master basic coding skills. Plenty of websites give coding lessons for free.

reduced by as much as 90%. Towards the end of this year we can expect to see a lot of hybrid systems in which some applications and information reside on-premises and the remainder resides in the cloud. When you learn the basics of cloud computing, you will improve your collaboration ability and data security.

MOBILE Organizations that lack a mobile strategy also lack a future strategy. You can no longer ignore the need to mobilize your revenue generating processes.

INFOGRAPHICS The data keeps multiplying. If you want your message to be heard, you have to

communicate it in creative ways. Infographics provide a visual representation of your data. They reveal details that you are unlikely to find if you pore through dry data. You don't necessarily have to be a great web developer or designer to create nice infographics. Plenty of free tools are available.

UX DESIGN SKILLS The job of a user experience designer is to enhance the efficiency and experience of using a system like a website or app. Users now access your websites and applications on multiple devices. Consequently, there is a need to optimize your website for various devices. These trends are shaping the way businesses function. If you have a decent understanding of these skills, you can stay ahead of your competition.

Continuous learning is crucial to maintaining your competitive advantage.

BIG DATA You have heard of big data, haven't you? Its importance will only grow in the coming years. The alarming speed with which data is created has increased the demand for people who can collect and analyze data. It does not matter which industry you are in. If you ignore big data you will miss great opportunities.

CLOUD COMPUTING TechRadar says that the 'cloud' will become the 'new normal' in 2015. But that is not surprising. When information-intensive processes are digitized, costs can be

STARTUPS

SHOULD YOU

QUIT YOUR JOB AND LAUNCH YOUR OWN BUSINESS? If you hate your job, starting your own business might seem to be a good idea. But before you take the plunge, you have to ensure that you have what it takes to be a successful entrepreneur.

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STARTUPS

hanks to the IPO gold rush several youngsters in their 20's became millionaires overnight. But you can't launch a business hoping that you will be able to emulate their success. The truth is that not every entrepreneur makes millions. some do, several don't. There is no point in starting a business to escape a negative situation. If you are launching a business to escape from a bad workplace or a terrible boss, your motivation is unlikely to be strong. You should have a business idea you are passionate about. Without passion, you are unlikely to survive the first few years, which are going to be extremely tough. If you are passionate about the idea, and you can see its growth potential, you may consider launching your business. Leaving an uninspiring job or

a particular boss should never be the motivation to launch a business. If that is your concern, you should consider finding a different job instead of starting a new business. You should start with your true passion and then find ways to pursue it. Also, you should not quit your job just because you have an idea. An idea isn't enough. No one will fund an idea. If you want to get investors you should have customers and income. So, what does it take to be an entrepreneur? First, you have to answer these questions.

HAVE YOU GOT ANYTHING TO PROVE THAT YOUR BUSINESS IDEA WILL SUCCEED? Too many people start their own businesses without asking enough questions or doing enough research. That is a mistake. Before you start out, you need to ensure that your service or product is something people actually want to use. You should be able to snatch business from your competitors. You should try out your idea without quitting your current job. Consider launching it on the side. Work on it in your spare time till you are certain that it will succeed.

WOULD YOU MIND BEING BROKE FOR A FEW YEARS? When you build a business with your own savings, you will need to live a frugal life. Worse, during the first few years, you are unlikely to get any income out of your venture. Are you willing to deal with that situation? If you are an employee, you can rest assured that you will get paid no matter what. That is not the case with a startup.

CAN YOU SOLVE PROBLEMS ON YOUR OWN? When you are an employee, you will have access to your company's resources. If you get into trouble, you can expect your manager to take care of the situation. But when you launch a business, you will be doing everything. You will also be under tremendous pressure to generate income.

ARE YOU WILLING TO DEVOTE YOUR WHOLE TIME TO YOUR BUSINESS? When you run a startup you can't have holidays. You will have to miss birthdays and other family functions. Your family may be unhappy with this. Many entrepreneurs feel that they are married to their business ventures. This may not be your thing.

Before you start out, you need to ensure that your service or product is something people actually want to use. 43

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TECHNOLOGY

For some of us, Google is nothing more than an Internet search engine. It is true that Google is the undisputed leader in the search business. But the company has moved past the search market.

Google is one of the best employers in the world. If you are interested in finding employment at Google, this is the tool you need. Maybe you are tired of your entrepreneurial life and want a stable source of income. Using the information in your Google profile, you can find jobs that are relevant to you.

n fact, Google now offers a lot of services that most of us have not even heard about. And at least some of them are useful to us. Here is a quick overview of relatively less-known yet useful Google products and services.

GOOGLE TRENDS Google Trends allows you to see searches that have been popular on Google both historically and now. This is a feature-packed website that gives a quick overview of trending topics. Also with the help of the forecast checkbox, you can anticipate whether the public interest in a particular subject will increase.

GOOGLE CLOUD PLATFORM Google Cloud services allow you to host websites, build

GOOGLE CAREER SEARCH

applications, analyze data and do much more. It is a bit like Amazon Cloud Services. It allows businesses to focus on developing their products without having to worry about the backend layer. Google cloud services are used by companies such as Snapchat, Best Buy, Sony Music, and Coca-Cola. There is a 60-day free trial. If you keep your account active after the trial period, you will be billed.

DISPLAY BENCHMARKS TOOL This tool allows you to find out how your advertising campaigns compare with industry averages. It will give you a better understanding of how various ad formats and sizes perform.

GOOGLE BOOKMARKS Google Bookmarks allows you to save shortcuts to webpages. Bookmarks are a great way to keep track of links you may need later.

GOOGLE WALLET This is a payment solution which allows you to pay online as well as in stores. It works with both credit and debit cards. Google Wallet is so mobile that you can make payments even when you are waiting in line.

GOOGLE KEEP Google Keep is a simple tool which allows you to jot down your ideas. It has a simple, yet beautiful interface. It is a great tool for creating to-do lists or sharing notes with a collaborator. It is possible to turn notes into the location or date-activated reminders.

In addition to these under-rated Google tools, Google provides many other useful internet utilities. Most of them are automated time savers. 47

INVESTMENTS

WAYS TO ADDRESS

UNETHICAL BEHAVIOR AT THE WORKPLACE 48

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MANAGEMENT

When you run a business, ethical challenges may arise from time to time. Doing the right thing may be difficult if your organization is not anchored to a strong ethical foundation.

usinesses need to check the unethical behavior at the workplace. If they don't, the consequences can be disastrous. Neither your business nor your employees will be able to thrive in an immoral work environment. Unethical workplace behaviors can assume several different forms. For example, taking credit for work done by another person or calling in sick when you are actually well can all amount to unethical workplace behavior. In fact, these violations are so common that we witness them on a day-to-day basis. The misdeed often goes unreported. At large organizations there is an HR department that allows employees to report the unethical behaviors they witness at the workplace. At smaller businesses that do not have an HR department, employees often do not have an avenue where they can report unethical behavior. If you don't have an HR department, make sure that your employees can report their concerns easily. In addition, you should have clear policies to deal with the situation. Here are a few ways to check the unethical workplace behavior.

ENFORCE A CODE OF CONDUCT When you have a code of conduct, your employees can easily figure out what behavior is appropriate and what behavior is not appropriate. While drafting the code of conduct, don't forget to involve leaders and other top level executives. This will ensure that they remain committed to these values.

MAKE SURE THAT YOUR BUSINESS MODEL IS BASED ON A WIN-WIN OUTCOME If the success of your business depends upon the failure of your employees and customers, you will ultimately bite dust. You can't win at your customer's expense. Your business practices should result in win-win outcomes for both you and the customer.

PROMOTE YOUR PRODUCT OR SERVICE WITH TRUTH

is definitely something wrong with your business practices. If your value proposition is legitimate, you will be able to advertise your products in an honest manner.

MAKE SURE THAT YOU HAVE NOTHING TO HIDE You must be able to proudly explain your business to everyone including your family members. If you want to hide the details, your business model may be unethical.

If you fabricate customer feedback and alter images of your products to make them more appealing, there

ESTABLISH A PROTOCOL Your code of conduct should explain how unethical behavior should be reported. You can, for example, create an anonymous hotline for reporting misdeeds. And when a concern is reported you have to ensure that the employee delegated to address the issue has no vexed interests in it. If it does not make sense to retain an internal person, hire an external HR person to make the process impartial.

EMPOWER EMPLOYEES Train your staff so that they can easily identify ethics violations. Offer ethics-training programs. You should also consider offering some financial incentives to employees who stick to the code of conduct.

REVIEW THE CODE CONTINUOUSLY You have to review your code periodically and keep it updated. Distribute copies of the moral code among your employees.

Your code of conduct should explain how unethical behavior should be reported. Neither your business nor your employees will be able to thrive in an immoral work environment. 49