MAY 2019
THE X FACTOR HOW THE EDC IS ELEVATING THE SPACE COAST BRAND TO ATTRACT & DEVELOP TALENT EXCLUSIVE INTERVIEWS WITH
LYNDA WEATHERMAN, PRESIDENT & CEO DANA KILBORNE, CHAIR
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PUBLISHER’S NOTE
THE BEST OF TIMES, THE MOST PERPLEXING OF TIMES One of the major challenges that both military and political leaders face is, not just winning the war, but winning the peace. Historically, as arduous and taxing as a military campaign is, what you do after you win can be equally perplexing. President Andrew Johnson was almost impeached for trying to implement the postwar wishes of his predecessor, Abraham Lincoln. A half century later, the stage was set for World War II, by the misguided treaty that ended World War I. Our community should give itself and the leadership of the Economic Development Commission a standing ovation, for how we have bounced back after the Space Shuttle was retired. Now we face a new dilemma; how do we deal with unemployment that is below 4 percent nationally and even lower in Brevard? Though everyone likes a robust economy, the question of how to attract and retain qualified and skilled talent is like trying to find a good roofer after a major hurricane. Thankfully, the companies in our region and our business leadership have the foresight to respond to this challenge as vigorously as they did the layoffs at the Space Center, almost a decade ago.
Eric Wright
PUBLISHER ERIC@SPACECOASTBUSINESS.COM
THIS MONTH’S THEME: TALENT PIPELINE
6
CODECRAFT
DISCOVERING THE CODE
10
GENERATION Z
A TURNING POINT
18
THE X FACTOR
EDC EXCLUSIVE
46
UPCLOSE
DANA KILBORNE
MAY 2019 : 1
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DISCOVERING THE CODE CODECRAFT WORKS PREPARING THE FUTURE By Sara Santora
The talent pipeline is a term meant to describe those individuals who currently have the experience, the drive and the talent necessary to fill an open position. Many assume that talent is gathered in the workforce or from college graduates. However, it is important to remember that for many, a proper education is how you gain the knowledge and develop the skills necessary to be successful. So, the talent pipeline might refer to the right now, but talent is gathered long before any of us enter our career field, as we see in the likes of Bill Gates, Steve Jobs or Mark Zuckerberg. Codecraft Works is a tech LLC in Melbourne designed to provide young people with a proper STEM education. More specifically, they seek to educate and empower young men and women from 8-18 to learn to code. Jobs in coding, engineering, cybersecurity, and all the related fields are growing at a rapid pace, which means that there
6 : SPACE C OAST B U SI N E S S
are many positions to fill right now, and that there will be even more to fill in the future. As the Space Coast is filled with tech superstars and engineers, widening this talent pipeline is important, and Codecraft is doing its part to help. Codecraft has their own lab space complete with computers, p roj e c t or s , a n d a variety of tools necessary to give kids the best STEM education they can. Here, Codecraft hosts weekly labs, class field trips and special events. This is also the place where they host their seasonal camps, keeping everyone there busy from morning to night.
FUN WITH PURPOSE Though Codecraft sounds like a funhouse— and arguably, it is—they’re keeping an eye on the industry so that they can tailor their classes towards what their students will need to know upon entering college. Right now, they’re hosting labs and online
classes for Python, game development, computer science and engineering. They also encourage their students to think about the ethics of hacking and cybersecurity, proving that STEM education is just as much about teaching students how to question the world in which they live, as it is teaching the processes necessary to change it. Of course, Codecraft Works understands that, while many would love to receive this proper STEM education, not everyone can afford to participate or have the means to travel. So, they have opportunities for students to earn financial scholarships, host
online classes for anyone in the country who wishes to participate, and partner with Brevard Public Schools to take Codecraft to campus. Codecraft has also partnered with the Girl Scouts of Brevard County, which now gives young women an opportunity to learn more about cybersecurity and how they can fit into that field. They strongly believe in building a proper foundation for the future of STEM, so they do anything they can to serve as many students as possible. However, Codecraft does more than just provide an education.
M AY 2019 : 7
REAL WORLD EXPERIENCE For high schoolers, Codecraft is a great place to receive internship experience. As of now, Codecraft’s internship program is designed for interns to be instructors, all of them teaching labs and after school clubs at the local elementary schools. In February, Codecraft founder, Shannon Landin, organized a lunch with engineers from Collins Aerospace, that allowed for her interns to ask questions of and receive advice from these engineers about their future academic and professional careers.
Though these interns are still in high school, Codecraft is already giving them the opportunity to begin networking within their field. It is important not to underestimate our children, or the education that they receive. What they learn at a young age can shape their futures as well as ours. In an industry that’s only growing bigger, we need to widen the talent pipeline. For residents of the Space Coast, Codecraft Works seems to be the perfect place to start.
CODECRAFT Shannon Landin, Founder
FOR MORE INFORMATION
8 : SPACE C OAST B U S I N E SS
WEBSITE: WWW.CODECRAFTWORKS.COM LOCATED AT: 2428 IRWIN STREET, MELBOURNE, FL 32901 PHONE: 321-209-4674
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A TURNING POINT
GENERATION Z HOW TO GET READY FOR THESE ENTREPRENEURIAL, YOUNG, DIGITAL NATIVES By Marcos Jacober From their deepest goals and passions to their social network preferences, Generation Z has already differentiated itself from millennials in dramatic ways. Simply put: Gen Z has grown up entirely in the digital age, and the result is they are much savvier because of it. I have worked closely with members of this tech-savvy, ambitious cohort in recent years. These experiences have helped me gain many insights behind the drive of Gen Z. To prepare to interact with this generation, I encourage businesses, political leaders and other community members to change the way they view and engage with Gen Z based on their specific set of values, behaviors and expectations. >
M AY 2 019 : 11
A DEEPER LOOK AT GEN Z The post-millennial generation, born between 1995-2010, is significantly different from earlier generations. Gen Z has grown up with a birds-eye view of millennials’ misfortunes, often witnessing older family members move back home after college with few job prospects and an overwhelming amount of personal debt. As disheartening as this scenario has been, it gives Gen Z the advantage of learning from their loved ones’ challenges. As a result, they are more informed, resilient and quite driven. One of the largest population segments since the baby boomer generation,
Gen Z also has a reputation of being much more conservative with their money than their predecessors.
solutions to make impactful change.
They are focused on acquiring secure careers, and they prefer to grow their savings versus spend money they don’t have in the bank.
• The most diverse, multicultural generation to date, they are open-minded and accept any sexual orientation.
A recent survey stated the majority of those in Gen Z worry about the economy, job security, privacy issues, the environment, government leadership, terrorism and war. They also are conscious of the world’s top issues — climate change, hunger, education and health issues — and want to develop
Here are a few additional facts about Gen Z:
• They don’t view gender in terms of society, career and other roles. • They support “new” ideas, and many lean toward entrepreneurship. • They are passionate about their beliefs and demand action, not just words. How Can You Get Ready for Gen Z? When it comes to supporting brands or joining the workforce, Gen Z has high expectations. To remain competitive, businesses, retailers and industry leaders that want to connect with this generation need to realize who they truly are, what they want (and how they want it) and line up their strategies accordingly. It’s vital to communicate with Gen Z concisely and continuously (they have the shortest attention span of all generations thus far). They also tend to prefer visuals, such as videos and photos, over words – think YouTube, Instagram and Snapchat. The bottom line: Gen Z is expected to rock the workplace, the economy and society in the coming years. If you want a distinct advantage over the competition, genuinely get to know their likes (and dislikes) and welcome them with open arms; otherwise, you risk getting left behind. ◆
12 : SPAC E C OAST B U SI N E S S
HOW TO CONNECT TO GEN Z
Show them you care
about their concerns. Without question, Gen Z wants to drive results and solve problems. Encourage them to contribute and communicate with regard to how their contributions matter. In addition to their appreciation for collaboration and teamwork, they also don’t mind doing what it takes to get a job done, even if it means taking the reins and handling efforts independently.
Be transparent.
Gen Z agrees: honesty is the best policy when it comes to leadership. If your company demonstrates honesty and integrity, you will have better opportunities to draw them to your brand. Many of those in Gen Z view leadership as an earned opportunity. Ultimately, they are searching for honest, relatable depictions of real life.
Communicate
across multiple platforms. While they appear always to be connected, it’s critical to know how to reach them on whichever device they happen upon your company – and more importantly, at whatever time. Develop videos, social media posts and music to gain their attention. Explore additional digital tools to continue sharing your story over time.
Connect with a cause.
Gen Z has a desire to solve global problems. Find innovative and personal ways to connect social causes to your products, services or workplace.
FOR MORE INFORMATION www.lifehackswealth.com www.facebook.com/BossMarcosJacober www.twitter.com/LifeHacksWealth M AY 2 019 : 13
| Company Profile
ALPIZAR LAW, LLC EXECUTIVES: O. John Alpizar David M. Alpizar Scott D. Alpizar Alexa A. Moia FOUNDED: 1983 LOCATION: Palm Bay, FL WEBSITE:
www.alpizarlaw.com
As one of Brevard’s oldest and most proven injury law firms, Alpizar Law has a long track record of service rooted in the Space Coast. Whether it’s fighting for the wrongfully injured, partnering with many of Brevard’s charitable organizations,
14 : SPAC E C OAST B U S I N E SS
or giving away Thanksgiving turkeys to those in need, service to the community always comes first. Drawing from more than four decades of aggregate legal experience, Alpizar Law attorneys are proven advocates for the rights of their clients. With a specialization in car/motorcycle accidents, tractor-trailer and commercial trucking accidents, wrongful death, catastrophic injury claims, bicycle/pedestrian accidents, and boating/watercraft accidents, Alpizar Law is committed to helping clients navigate a difficult time in their lives. The Alpizar Law commitment to excellence has earned the firm an AV® rating from Martindale-Hubbell®, with attorneys named to the NTLA: Top 40 Under 40 and selected for inclusion on the Super Lawyers® list. They have also earned membership in both the Million and Multi-Million Dollar Advocates Forum®.
Specialization in car/motorcycle accidents, tractor-trailer and commercial trucking accidents, wrongful death, catastrophic injury claims, bicycle/pedestrian accidents, and boating/watercraft accidents, Alpizar Law is committed to helping clients navigate a difficult time in their lives. O. John Alpizar began his legal career in 1978 and has established a reputation as a statewide leader in the personal injury legal community. He is past president of the Brevard County Bar Association, past president of the American Board of Trial Advocacy of Central Florida, and served as a representative of the Florida Board of Governors for the 18th Circuit. He also started the O. John Alpizar Endowment for the Brevard Bar Foundation. David Alpizar is an AV Rated Attorney by MartindaleHubbell and is consistently recognized as a national Top 10 Attorney Under 40 with NAOPIA. He is past president of the Vassar B. Carlton Inn of Court and serves on the board of directors for several legal organizations. He also serves on the board of directors for several community organizations, including Junior Achievement-Space Coast, Palm Bay Chamber of Commerce and Operation Hope. Scott Alpizar is a Brevard County native and currently serves as treasurer of the Brevard County Bar Association Young Lawyers Division. He also devotes much of his time to community service.
Interns Wanted! GRAPHIC DESIGN SALES PUBLISHING APPLY TODAY Naif at naif@spacecoastmagazines.com 321.622.5986
Alexa Moia served three years as a state attorney. During that time, Moia developed her passion as a trial attorney and found an even deeper dedication to helping the wrongfully injured. â—† 335 Pineda Court Ste. 101-104, Melbourne, FL 32940
MAY 2019 : 15
| Executive Profile
DAWN RODAK
COMPANY: Webster University TITLE: Director EDUCATION: Master of Science in Education Bachelor of Science in Education University of Miami WEBSITE: www.webster.edu/spacecoast
Dawn Rodak is the Campus Director for the
Webster University, a private non-profit university,
Melbourne Metropolitan Campus of Webster University.
has been offering graduate degrees for over 25 years to
Rodak has worked in higher education for two decades and
working professionals in Brevard County. Rodak says that
holds bachelor’s and master’s degrees from the University
courses are taught by professors who are specialists in their
of Miami. She has a passion for education and for helping
fields, bringing real-world experience into the classroom.
students achieve their dreams. Rodak is leading Webster’s
expansion with new graduate degrees and certificates, such
specific career goals and schedule demands, as many students
as School Counseling, Criminal Justice, National Security
are employed full time or actively serving in the military.
and Information Assurance in addition to their current
Webster recently moved into a new campus on Wickham
Business, Cybersecurity and Counseling degrees.
Road south of the Pineda Causeway.
16 : SPAC E C OAST B U S I N E SS
She also said they personalize the process to meet
| Executive Profile Ask members of the Space Coast Chapter of the Association of Fundraising Professionals (AFP) what they did before they became fundraisers and you’ll get the most diverse answers imaginable. From a marketing major, bookkeeper and business owner, to an office manager for an engineering firm and a real-deal electrical engineer - and even an Army spouse. The many faces of Brevard County fundraisers reveal a remarkable group of compassionate professionals devoted to helping others fulfill their desire to make a difference. Pamela Gunthorpe’s story is no different. She began her fundraising career as an administrative assistant for a healthcare foundation. It was a chance to do something different and she quickly found her calling. Working with caring, passionate colleagues, she learned the basics of fundraising and how to build a comprehensive fundraising program that includes the three major activity areas: annual giving, major giving and planned giving. Her career has been built on understanding both the art and science of fundraising with a foundation grounded in building relationships. According to Pamela, “passionate fundraisers
PAMELA GUNTHORPE
don’t ask for money; we invite people to join us in supporting a cause we know is near and dear to their hearts.” Today Ms. Gunthorpe uses her experience in her work as Investor Relations Manager for the Economic Development Commission and as a board
ORGANIZATION: Association of Fundraising Professionals Space Coast Chapter TITLE: President EDUCATION: Bachelor of Science, Interdisciplinary Studies University of Central Florida
member for the South Brevard Sharing Center and local chapter of AFP. “I am honored to serve as the President of the AFP, an organization advancing philanthropy by empowering its members to practice ethical fundraising through
YEARS IN AREA: Lifelong Brevard Resident
professional education, networking, research and
YEARS AT COMPANY: 4½ Years with EDC of Florida's Space Coast
advocacy,” says Ms. Gunthorpe.
WEBSITE: https://community.afpnet.org/afpflspacecoastchapter
Learn more about AFP and the chapter events at https://community.afpnet.org/afpflspacecoastchapter. MAY 2019
| Cover Story
Maintaining the Momentum Partnering for Economic Growth By Eric Wright The Space Coast was built on a goal that was so far reaching, it was beyond the capability of the government or any specific industry to realize, much like our vast interstate highway or port and airport system. America’s space program needed not only the capital, but the intellectual might and the technical/industrial resources of the entire nation to accomplish this monumental human achievement. It was a partnership between the people, the government and private industry. These types of partnerships continue to define how we advance America’s frontiers in the 21st century, not only in exploration, as we see with SpaceX or Blue Origin, but the challenges of economic growth. Fifty years ago, automobile manufacturing was centered in the industrial Midwest, particularly Michigan and Ohio. Today, Honda, Hyundai and Mercedes vehicles are built in Alabama, Kias in Georgia, Fords and Cadillacs in Tennessee and Lincolns and Toyotas in Kentucky. In addition, consider all the ancillary businesses that feed off these industrial juggernauts, by supplying parts, logistics and fabrication. The efforts to attract, retain and grow major industries of this magnitude
require an unprecedented level of cooperation between state and local government and private industry. The current surge of activity in the aerospace is no exception. It will no more happen by chance, than the idea that we would have made it to the moon or even into space, simply because it was beckoning to us. Even the successes of modern space entrepreneurs are predicated on a space infrastructure that was built as a public/private partnership.
STAYING ON TARGET
Joe Mayer, of Lockheed Martin and chair-elect of the Economic Development Commission of Florida’s Space Coast
Many Brevard residents do not realize how unique our county economy is, nor are they aware of how that partnership has facilitated our resurgence. Unlike other regions that are service oriented, the Space Coast has a robust manufacturing and technology-based economy
which commands higher salaries and benefits. Underscoring our unique, but precarious position, Joe Mayer, of Lockheed Martin and chair-elect of the Economic Development Commission of Florida’s Space Coast, observed that most people do not realize where we came from. The county was facing job losses that could have approached 20,000 with the retirement of the Space Shuttle. Mayer said, “The EDC was so incredibly successful, that today, unemployment is now at historic lows. Because of that, some question the need for the EDC. To think these large companies, which continue to relocate here, will do so just because we have nice beaches, lots of sunshine and affordable housing is a pipe dream.” Speaking from firsthand experience, though Mayer was not directly involved, his company recently chose to move close to 300 jobs to Brevard from Sunnyvale, CA as a part of their support of the Navy’s fleet ballistic missile program. Lockheed’s footprint in the area, which also includes fabrication of the Orion deep space exploration capsule and the Astrotech Space Operations subsidiary in Titusville, has a local workforce in the range of 1400.
"You should come to this area to build your career because we are the home for 21st century technology." Lynda Weatherman President & CEO Economic Development Commission Florida's Space Coast
(R) LYNDA WEATHERMAN, PRESIDENT & CEO DANA KILBORNE, CHAIR
MAY 2019
Mayer came to this area after spending 16 years in Houston, working first for Boeing, then for Lockheed Martin in external affairs and government relations. While there, he was introduced to the Bay Area Houston Economic Pa r t n e r s h ip ( BA H E P ) a n d recognized how critical they were to the aerospace industry that had grown up around Johnson Space Center. “When I came to Florida, we had been long standing members of the EDC, but because of my experience with BAHEP, I would have sought them out anyway,” he said. After meeting Lynda Weatherman and the EDC team, Mayer felt he had struck gold. “Lynda’s strategic and tactical skills, at both seeing the overarching issues, combined with knowing how to direct efforts to achieve our goals is almost without parallel. I was all in,” he said.
THE X FACTOR WORKFORCE One of the major shifts our EDC has made is to raise awareness of the mounting need for talent across the job spectrum. One could almost say that economic development and workforce development have, in some ways, become synonymous. Working with CareerSource Brevard, significant headway has been made particularly in the area of manufacturing. Brevard boasts over 500 manufacturing companies in aviation, aerospace, medical equipment, communications, transportation and others. Not
SPACE COAST B US INE S S
only is demand high, as 55 percent of the people in this sector are 45 years or older, job stability ranks second and the wages are 21 percent higher than the average in the U.S. To address this need, the EDC has launched efforts under what it calls, “Seeing Manufacturing Through New Eyes.” It is designed to develop a new paradigm of what manufacturing careers can be like for both young people and the parents who help guide them, particularly making them aware that most modern manufacturing jobs are STEM related. Part of this is the Certified Production Technician Training Program (CPT), which is a ten-week course to prepare people for entry into the manufacturing arena. Once they are placed, they are introduced to stackable industry certifications, which allow upward advancement. “A l m o s t org an i c a l ly, t h e s e individuals are coming back to us about individual training they want to complete that is geared to where they want to specialize,” Weatherman said. Adding that 87 percent of the individuals who have completed CPT have been placed in jobs.
A UNIFIED BRAND In t he comp et it ion on t he professional side for engineers, computer scientists and the like, Brevard is going up against communities such as Nashville, Austin, Atlanta or Southern California. “What we need is a kind of comprehensive, ubiquitous, universal brand placement, so
that when people think about us, there is an emotional identification with what our area is all about,” Weatherman said. The larger companies that make up the local economy, Harris, Northrop Grumman, Collins, Embraer etc., are recruiting to their organization for a particular job. According to Weatherman, those efforts must be matched by all the organizations within the community and the state of Florida itself, to say, “You should come to this area to build your career because we are the home for 21st century technology.” In conjunction with the Tourist Development Commission, a modest campaign has been launched called “Live Big” with the tag line, “Better Gigs, Sunny Digs.” The idea is to inspire a brand that links great lifestyle opportunities with remarkable, cutting edge career opportunities. This is the essence of what Brevard county offers. A place that is large enough in the advancement of new and cutting-edge careers and large enough to have the kind of amenities everyone looks for. Yet it is of a size where involvement and meaningful engagement are limited only by your willingness. All because of a commitment to a public/private partnership that has spanned decades. For more information, visit spacecoastedc.org or call 321.638.2000. Economic Development Commission of Florida’s Space Coast is located at 6525 3rd Street, Suite 304, Rockledge, FL 32955.
PROGRAM OVERVIEW
technology DOCKING
SM
A Strategic Alliance Powered by NASA & the EDC of Florida’s Space Coast
Powered by NASA and the EDC this seeks to join commercial technology challenges with NASA expertise and capabilities to provide solutions to manufacturers and technology-based companies across all industries.
Dprogram
Simplified Nimble Accelerated Permitting was developed by the EDC to encourage, educate and recognize municipalities that demonstrate excellence and a significant effort to adopt the permitting best practices model.
A talent attraction campaign to raise awareness of Brevard County as an ideal place to build a career, focusing on skilled workers in high-demand fields to promote career opportunities in the region.
G.O. Contracts or Government Contracting Opportunities Online provides registered users, in targeted sectors, with onestop access to a comprehensive government procurement database system. SpaceCoastEDC.org/GO
Made in Brevard is a program designed to promote and celebrate the companies that create products here on the Space Coast and is aimed at providing additional exposure through events and advertising. ManufacturinginBrevard.org
As the demand for skilled workers in manufacturing increases nationally and locally, the supply is decreasing. This program works to promote stackable certifications and career opportunities, while launching image and attraction campaigns to drive
interest in manufacturing careers. ManufacturingInBrevard.org/CPT
MAY 2019
COMMUNITY OF BELIEVERS
CHRISTIAN CARE MINISTRIES IS A NATIONWIDE COMMUNITY OF CHRISTIANS THAT ARE COMMITTED TO CONNECTING AND EQUIPPING EACH OTHER TO SHARE THEIR EVERYDAY BURDENS THROUGH THE PROGRAMS THEY OFFER. With their programs, Christians are provided with a way to share their resources, faith and talents, similar to the practices of the early church in the book of Acts. One of Christian Care Ministry’s most well-known programs is the Medi-Share program. This option has created a community of Christians who believe in living like the times of the early church when it comes to sharing each other’s burdens, helping those in need and lifting one another up in prayer. The Medi-Share healthcare sharing program is headquartered in Melbourne, SPACE COAST B US INE S S
By Matt Weinstein
Florida, but operates nationally with over 400,000 members across all 50 states. “It’s not health insurance,” says Michael Gardner, Director of Communications. “It’s an alternative way to get your healthcare bills taken care of.” The community of members across the country help to share each other’s medical bills and promote the unity of their faith. “A s p i r i t o f i n n o v a t i o n a n d entrepreneurship is an important factor to our programs.”
Much of what they do relies on technology. “We see technological advances having a big impact on the way we recruit and the way that we’re able to serve our members,” says Gardner. Passion and advancement are major influencers for the members of Christian Care Ministries. They look for people who are spiritually minded and have spiritual gifts. When prospective employees want to apply those gifts to their work, they show their alignment with the mission of the organization and their drive to help. The Brevard area has and utilizes great community resources
due to their location on the Space Coast, which greatly helps them to attract high-quality, spiritually-minded talent. Christian Care Ministries has been helping around the community to make great impacts as well. The organization has a formal volunteerism program where they give their employees three paid days off each year to serve the community by volunteering in local organizations. Many of their employees volunteer at partnership organizations that work with local churches, family centers, literacy programs, environmental organizations, and children’s issues.
AS A MINISTRY, THEY’RE LEAVING IT UP TO THEIR EMPLOYEES TO SEE HOW GOD IS CALLING THEM TO IMPACT THEIR COMMUNITY AROUND THEM.
Our mission is to serve, advocate and promote as the trusted voice for our business community.
JOIN NOW
Employees of Christian Care Ministries are encouraged to be proactive with their career pathways. They encourage professional development through certifications and continuing education, along with accreditation program offerings. “There’s a lot of emphasis placed on professional development and continued education for our employees,” says Gardner. The career coaches that they employ also provide direction as they work with employees to develop career paths and identify growth opportunities for their future. With their operation in the healthcare industry, much of their future is based on the innovation and technological advancement that is continually occurring. With the many exciting changes happening in the healthcare arena, Gardner states how Christian Care Ministry’s mission is to stay true to their goal of connecting people and sharing between them. “That’s at the core of the products and services we offer and who we are,” says Gardner.
MEMBERSHIP HAS ITS BENEFITS • Business promotion and referrals • Legislative advocacy • Alignment with a trusted brand and valuable community resource • Personal and professional development • Networking opportunities at over 90 events • Job listings to fill employment needs • Listing in Chamber online membership directory • Promotion on our social media sites
and much more! A PERFECT PLACE TO GROW YOUR BUSINESS 4100 Dixie Highway NE, Palm Bay, 32905 info@greaterpalmbaychamber.com 321-951-9998 www.GreaterPalmBayChamber.com
MAY 2019
A LEADER IN GLOBAL SECURITY & TALENT By Matt Weinstein
Northrop Grumman is one of the leading global security companies in the world. Providing innovative systems, products and solutions in autonomous systems, cyber, C4ISR, space, strike (the ability to project air power anywhere in the world), and logistics, Northrop Grumman brings cutting edge services and technologies to its customers worldwide. They work on programs such as the Advanced Hawkeye, Airborne Mine Detection System, Joint STARS and other advanced development programs, with top tier capabilities in surveillance, battle management and strike. Along with their extensive operational feats, Northrop Grumman continues to drive talent across the globe. A sophisticated team like this needs an integrated system of employees to operate
SPACE COAST B US INE S S
at its highest gear. Northrop Grumman implementing them. However, the union of employs over 85,000 people across all 50 minds between the generations supports this collaboration and innovation. states and in over 25 countries. STRIVING TO ATTRACT AND RETAIN THE BEST EMPLOYEES BY PROVIDING AN INCLUSIVE WORK ENVIRONMENT WHEREIN EMPLOYEES ARE RECEPTIVE TO DIVERSE IDEAS, PERSPECTIVES AND TALENTS ARE KEY. The workforce of Northrop Grumman is comprised of five generations and numerous skillsets. This diversity provides abundant backgrounds and perspectives from each generation, creating unique solutions when facing problems. When new graduates join the Northrop Grumman team, they bring with them fresh takes on how to overcome new processes. Older, more experienced professionals may better understand the processes from past experiences of
With the abundance of educational opportunities on the Space Coast, Northrop Grumman has been influential in supporting and introducing fresh talent. The Pathways program that Northrop Grumman offers “allows entry-level employees to rotate jobs during a three-year period to gain business insight into many areas of the company,� says Jacquie Jeransky, who works as the Public Relations Official. This program helps to take new college graduates and expose them to multiple facets of the corporation to determine where they would best fit. The need for top-tier talent is driven from the fact that Northrop Grumman is working on the most important programs for global security. Employees of Northrop Grumman
are driven doers. These doers are keen on expanding human discovery, and that drive is how Northrop Grumman attracts their top-quality talent. “Disruptive thinking and ingenuity are valued and supported so we’re always looking to pull in new talent that can bring a diverse opinion and help us drive toward mission success.” Brevard County is our home. We are growing and we are here to stay. We’re bringing new jobs and new families into our communities. We are thoroughly engaged on the Space Coast. To encourage the onboarding of these fresh-faced graduates into their organization, along with their experienced professionals, educational opportunities are offered to enhance and further the opportunities for them. On-site master’s programs in engineering and business, educational reimbursement, internal training, and continuing education opportunities help incentivize employees to strive for more. These opportunities are driving professionals to the Space Coast to utilize the educational and career opportunities. Northrop Grumman’s reputation greatly contributes to its
ability to easily draw top talent to the area. It has been ranked as a top aerospace & defense company on DiversityInc’s Top 50 Companies for the past 9 years. Along with this, Northrop Grumman won the 2018 Catalyst Award for commitment to make pathways for women in leadership positions. Their contributions are helping provide fantastic opportunities for the growth of women in leadership, veterans, and those with disabilities. Popular job-search site, Indeed, even classified Northrop Grumman as the toprated work place for Millennials, showing their continuous acquisition of bright leaders of the future. With their location in Brevard since 1987, they are able to utilize all of their capabilities in a common location, increasing their collaboration and the utilization of complementary skills. In the past 5 years, Northrop Grumman has grown from 1,200 to nearly 5,000 workers in Brevard. This surge drives home building, school enrollment, the need for teachers and doctors and a multitude of factors that drive the economic progress in our area. Florida’s business climate is a key for the operation and expansion capabilities of this organization. “The caliber of schools, economic development organizations, community offerings, and our beaches – the Space Coast is a great place to work, live and play,” says Jeransky.
WHAT CAN Chamber Membership DO FOR YOUR BUSINESS? • Business support and development resources • Networking events, including monthly business breakfasts, business after hours events, council events, and more • New business opportunities • Access to professional development, including seminars and workshops • Participation in councils and committees pertaining to your field • Complimentary listing in Melbourne Chamber Member Directory on website and app • Complimentary Traffic Catcher website • Exclusive advertising and sponsorship opportunities to other chamber members as well as the community • Representation on governmental issues • Advocacy for a strong business community
Contact the Chamber today for more information.
1005 East Strawbridge Avenue Melbourne, FL 32901-4782 Tel: (321) 724-5400 www.MelbourneRegionalChamber.com
MAY 2019
HR HELP LINE W
ith a deep recruiting background across multiple disciplines and geographies, HR Office Savers’ broad industry network allows them to access large, diverse candidate pools to help companies quickly fill their jobs with the right candidates. HR Office Savers is a human resource consulting firm, aimed at working with small businesses and individuals on staffing, compliance, and job search by providing employment advisory solutions.
WITH ALAN BERNSTEIN OF HR OFFICE SAVERS
Bernstein views the Brevard area as having a certain “newness” to it. Historically, the Brevard area has been thought of as a simple beachy location and retirement style community. According to Bernstein, that view is rapidly changing. There is so much innovation in the area with growing organizations and industries. Bernstein discussed the massive merger between Harris and L3 Technologies as well as the continuous growth from NASA contributing to this. These major organizations are helping attract talented professionals to the area, For over 20 years, owner Alan Bernstein and it’s showing in the rapid growth of has been a professional in global staffing the local population and talent pool. and human resource management. His previous staffing and HR experiences This growth is of great appeal to those at Verizon Wireless, Honeywell that are here, and those that are looking to International and Harris Corporation come here. As talented professionals flood have shaped his practice, inspiring him in, looking to jump on the entrepreneurial train, Bernstein wants to help prepare to develop HR Office Savers.
SPACE COAST B US INE S S
business owners and job seekers for the different phases of their development. “I am teaching independent and small business owners how to job search, how to candidate search and how to fill their jobs. Many of these owners just don’t know how to do it. They spend a lot of time building up their business from a marketing or IT perspective, branding themselves, focusing on facilities, contracts, and networking, but now, when it comes to staffing, some of these owners are lost.” This HR assistance helps to draw in talent for both your company and the community. “We’re teaching the small business owner how to attract and hire the right candidates.” So how does he do it? A majority of the companies that Bernstein works with are small business owners that do not have the financial resources to cover the
COCOA BEACH REGIONAL Chamber of Commerce
Think of the CBRCC when you’re ready to market your business to the local community! Partnership of more than 1,500 local businesses Expanded offices in Viera, Cocoa Beach and kiosk desk in Port Canaveral’s Exploration tower technology available to larger organizations. Bernstein views technology as a huge enabler for a business owner. “It helps us from a compliance and expansion perspective,” says Bernstein. “Technology, however, does not solve everyone’s problems.” The solution is networking, communication, and building processes. Frankly, it’s starting from the ground up.
“Understanding
Consists of 80% small business Assists in bridging the gap between big business and small business Fosters a pro-business environment while providing valuable tools and resources to ensure business success
Stop into any of our locations for area information, coupons and more!
how to attract people transcends technology.” Bernstein works to help business and individuals write proper job descriptions themselves, and where to post on the multiple job posting sites. Along with this, he assists in managing the LinkedIn process, local advertising and recruitment of quality candidates. A good amount of time is spent helping managers to write a basic job description and develop a staffing plan. Through education on best practices and hands-on support, HR Office Savers can help owners and job seekers navigate the complex system of HR technologies and job searches.
Cocoa Beach Regional Chamber of Commerce (Main Office) (321) 459-2200
The Avenue Viera (321) 454-2021 Convention & Visitors Bureau Tourism Information Office (321) 784-6444 Tourist Information Kiosk, Exploration Tower 670 Dave Nisbet Dr. Port Canveral
CocoaBeachChamber.com MAY 2019
GROWING COMMERCIAL SPACE RUAG SPACE USA
By Matt Weinstein RUAG is a Swiss-owned technology company headquartered in Bern, Switzerland. The company focuses on the aerospace and defense business, with goods and services in both the military and civilian sectors, along with the development of international growth markets. The RUAG Space division was founded in 2009 through acquisitions of like-minded entities and RUAG international growth efforts. The organization operates internationally with production sites in Switzerland, Germany, Finland, Sweden, Austria and the United States. The rapidly growing RUAG Space division elected to create a business sector in the Titusville area to support the OneWeb satellite program. OneWeb is a company working to put a 600plus satellite constellation into space, currently being built out through the 2020’s. Once in place, it is intended to provide Internet broadband services anywhere in the world, much like GPS. On the Space Coast, RUAG Space is tasked with the construction of the thermal panel structures for the assembly of OneWeb satellites. These satellites include five panels, to which the component parts of the satellite are attached. RUAG’s processes, along with the OneWeb program, have been able to produce two satellites each day out of their north Brevard production line. And if that’s not enough, RUAG and OneWeb are in the final stages of a ramp-up in their production. RUAG chose to expand to the U.S. market due to the saturation and plateau of their previous European operations. “With the presence of the commercial space business taking off, there are greater opportunities on the Space Coast,” says Mark Sutton. Sutton is the Plant Manager of RUAG Titusville operations. Sutton went on to stress the plethora of opportunities to collaborate with other aerospace organizations in the area to help support their satellite programs.
SPACE COAST B US INE S S
Currently, OneWeb is the only customer that RUAG is working with. Although their plates are full, they are hungry for more!
ATTRACTING AND BUILDING A WORKFORCE FOR THE FUTURE
As their opportunities and offerings continue to expand, RUAG is working to bring in the brightest talents from the Florida area. RUAG is a member of the Space Coast Consortium Apprenticeship Program, which is a group of nine aerospace companies in the local area where Sutton serves as a Committee Secretary. This committee helps to implement and manage a 2-year apprenticeship program that contributes to the talent pipeline workforce. This apprenticeship program is heavily involved with Eastern Florida State College to offer real world experience and training to students looking to enter the aerospace field. The program offers 3 apprenticeship opportunities: Mechatronics (the combination of mechanical engineering and electronics engineering), Advanced CMC Machining and Fiber Composites.
Mark Sutton, Plant Manager RUAG Titusville
“We’re bringing a name brand company to the Space Coast in order to create growth opportunities and support the
commercial space business,” said Sutton. Currently, there are 31 apprenticeships between the companies involved in the consortium. Sutton discussed how these training programs will start this coming fall, where students will work 3 days at one of the consortium companies, 1 day in the classroom, and 1 day at the lab of their college. The goal is to give students on the job training along with their educational instruction. Upon the completion of their apprenticeship programs, students are eligible to receive an Associate Degree or a certification of their experience that is recognized worldwide. These opportunities will continue to expand as the consortium companies look to draw students from other locations for their program. Daytona College, Orange College, Valencia College and the Florida Institute of Technology are top considerations, as these institutions have similar aerospace courses that prepare students for their futures in the industry. ◆
# L A U N C H F R O M H E R E
AREA CHAMBER OF COMMERCE
Rich in history, nature, recreation and technology, Titusville is the place to begin your visit, your business, your career, your family, your life. Today Titusville and the surrounding area includes many of our highest-visibility corporate neighbors, and we're on the move. The economy is ramping up (along with our rocket launches), and three major cycle trails converge right here. Keep watching.
.ORG
And if you need a place to begin to make connections that can make a difference, start here.
Marcia Gaedcke Gaedcke@Titusville.org
CIT Y OF
F L O R I DA
Edyie McCall Edyie.McCall@Titusville.com
Troy Post, CEcD, CBE Troy.Post@BrevardFL.gov
LAUNCH FROM HERE is a community-forward initiative to help tell the story of Titusville and provide a vital and united way to bring greater attention to its unique accomplishments, places, people and opportunities.
MAY 2019
REAL WORLD EDUCATION By Matt Weinstein
Belinda Keiser Vice Chancellor
Colleen Browne Campus President
85 PERCENT OF THE JOBS THAT 100 degrees from the doctoral level “From the beginning, we have endeavored WILL EXIST IN 2030 HAVEN'T to associate, Keiser has developed a to stay close to our industry partners. In EVEN BEEN INVENTED YET. reputation for responsive and pioneering fact, we have over 1,000 advisors across The statement has become almost a mantra about the pace of change in the modern world. In case you consider that improbable, remember that Google just turned 20 last year and that Facebook recently celebrated its 16th birthday!
approaches.
For instance, from the start, students at Keiser have taken one concentrated class at a time, rather than juggling three or more classes simultaneously. This one differentiator garners rave reviews from Think about what this means to educators students and seems to heighten student preparing the talent pipeline of the knowledge retention. future. There is the timeless challenge The Workforce Lens to produce well-rounded students who “Our family—my husband Art Keiser and have not only essential problem-solving his mother Evelyn who together founded and reasoning skills, but also a pragmatic the school— believed that, if you have a and pliable outlook on market needs and motivated student who is willing to work an innovative approach to real-world, hard to achieve their dream, we together career-focused education. can create an environment where they This has been the vision of Keiser can succeed in a workforce area,” said University since its founding in 1977. Vice Chancellor Belinda Keiser, who A private, not-for-profit university, it has been with the organization almost serves approximately 20,000 students since its inception. at its 20 campuses throughout Florida, It is through what she calls a “work along with campuses in San Marcos, force lens” that Keiser has grown, and Nicaragua, Shanghai, China and soon it remains central to their DNA. in Glasgow, Scotland. Offering over
the industry spectrum who keep us somewhat ahead of the trend curve and identify potential work force shortages,” she explained. Adding, “I don’t consider myself an educator, I am a ‘workforce development professional,’ preparing students both for the careers of today and the opportunities of tomorrow.” This mindset is seen throughout the Melbourne campus, which is led by Colleen Browne. A Keiser veteran of over 26 years and a campus president here in Brevard for 15 years, Browne serves as a Board member of both the Economic Development Commission of Florida’s Space Coast and of Career Source Brevard. She is well-versed in the workforce needs of an area that is poised to grow right along with the rest of Florida, which is seeing an influx of 1,000 new residents a day. Real World Preparation Many of Keiser’s classrooms look more
MAKING A DIFFERENCE F O R B R E VA R D.
* like an ER or a physical therapy center than the typical blackboard environment of most schools. It is all part of the engaging and immersive environment that is part of Keiser’s approach. Browne explains, “We want students to feel like they are in the workplace, where they are getting a hands-on experience.” Keiser even has a dress code and attendance policies, because employers told them that, after spending most of their lives in archetypal schools, typical college graduates are often ill-prepared for the expectations of the real-world work environment. Because of the robust technology, aerospace and business environment here, Melbourne was Keiser’s second location. In addition, the Space Coast is home to several nationally recognized healthcare systems, which creates a demand for all types of medical professionals. This adaptation of degree offerings that is based on the needs of the community is seen at every Keiser location. Originally, the vision for Keiser was for a large single campus, much like an FIT; however, it gradually shifted to bringing educational solutions to where they were needed most. Today, the university offers campus-based degrees, online degrees and, rapidly growing in popularity, a hybrid of the two. “In Melbourne, about 20 percent of our students are pursuing online degrees and 20 percent are enrolled in a hybrid format,” Browne said. This flexibility may explain why 25 PERCENT OF ITS STUDENTS ARE EITHER ACTIVE DUTY MILITARY, HAVE FAMILY MEMBERS WHO ARE ACTIVE DUTY MILITARY, OR VETERANS. In addition, Keiser has the fourth largest number of nursing graduates in the state. In Melbourne, Keiser’s average student is 31 years old; 70 percent are female and they either work full or part time. Thus, the potential for equipping motivated, upwardly mobile individuals to meet tomorrow’s workforce needs is limitless.
*
*
T H E E D C O F F LO R I D A’ S S PA C E C O A S T A N D I T S 1 6 2 CO R P O R AT E I N V E S TO R S
enhance the quality of life in Brevard County, securing economic prosperity for today, and for future generations.
SpaceCoastEDC.org • 321. 638. 2000 6525 3rd Street, Suite 304, Rockledge, FL * Since 2010. Projections reported by company over three-year timeframe from commencement of operations.
MAY 2019
MAY
7
2019
cHOOSE
Brevard County
BOY YOUR SCOUT GOLDEN EAGLE DINNER ADVENTURE
cHOOSE YOUR ADVENTURE
BOY SCOUTS Outdoor advent
ure has always
Guest of Honor & Chair
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sure it doesn’t
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Tuesday, May 7, 2019 Radisson at the Port 8701 Astronaut Blvd Cape Canaveral, FL 32920 Reception 6:00 p.m. | Dinner 7:00 p.m. To RSVP and/or Donate Online use ID # 767888 SGE.CFLSCOUTING.ORG Scouting respectfully requests you consider an investment of $150.
Travis Proctor Artemis CEO DINNER CHAIR SPACE COAST B US INE S S
For additional information contact, Kevin Ronayne Kevin.Ronayne@cflscouting.org or call 407-412-3467
ATHLETIC SPOTLIGHT
M
aria is a tennis player at
and came back stronger for her official
the Florida Institute of
freshman season at FIT.
Technology majoring in
Mechanical Engineering. She was born in Barcelona, Spain with a racket in her hand, as her parents met while working as tennis coaches. She started playing tennis at the age of 5 at the Royal Polo Club of Barcelona, before eventually moving to the U.S. to follow her dream of playing college tennis and studying Mechanical Engineering.
MARIA ESCUDE PARICIO Sport: Tennis Hometown: Barcelona, Spain Major: Mechanical Engineering
During her freshman year, she
played singles at the number 2 position in most of the matches, as she occasionally played games as number 1 and as number 3. In doubles, she partnered with her best friend, Paloma Vela, starting with a 6-0 winning streak during their regular season. Paloma is also from Spain, but from the rival city of Madrid. The two of them formed a fantastic team, creating a
Her first year at Florida Tech
close friendship and chemistry on and off
was challenging. The first obstacle came
the courts. The Spanish duo is presently
when she broke her wrist and ankle,
playing their best tennis together as they
forcing her to redshirt during that year.
now have a 10-1 record on the season.�
After the season ended, she got surgery
â—†
MAY 2 019 : 33
EXALTING FREEDOM
THROUGH ETHICAL CAPITALISM
LOOK BEFORE YOU LEAP By Jeff Piersall & Eric Wright
Thoughts for Grads Who Want to Be Entrepreneurs
T Jeff Piersall
Eric Wright
he Beatles wrote a song in the late 60’s that began, “You say you want a revolution, well, you know, we all want to change the world.” It was a thoughtful reality check for the over active idealism and careless shortsightedness that was rampant in radical movements of that period.
This occurred in spite of the fact that a little over 50 percent of small businesses fail in their first four years, according to Small Business Trends. However, those startupfailure rates apparently don’t deter grads, rather they have learned that failure is part of the innovation experience.
As the college Class of 2019 moves out into the working world, many of them are nurturing entrepreneurial dreams, as well they should. It is a mixture of the upswing in innovation across the board, but particularly in the rise of social media, a desire for independence and more fullfilling work, coupled with the “rock star” status many contemporary entrepreneurs enjoy. In fact, recent surveys of graduating classes found nearly half want to become entrepreneurs.
“I am amazed at the dramatic increase in interest among students across all disciplines in starting a business,” says Jeremy Greenberg, Entrepreneur in Residence at The Wharton School and founder of Avenue Group (www.AveGroup.com).
For example, during a seven-year study, the prestigious Wharton School at the University of Pennsylvania saw the number of its graduates starting their own company quadruple, according to Business Insider.
“At the same time, while it’s wonderful to have that dream, it’s daunting. Most don’t make it. Most have no idea what they’re getting into. Those who do have to embrace the whole challenge, from learning every step of the way to taking action,” Greenberg added. Despite the potential downsides, Greenberg offers five factors college graduates should seriously consider
before making the entrepreneurial jump: • You can’t do it all. “Young entrepreneurs quickly get in over their heads when they wear too many hats or aren’t sure which hats fit. This is especially common among inventors and technologists with superb ideas but no business-building skills,” Greenberg says. “Very few people are both inventors and operators. Most successful entrepreneurs must determine early on which category they fall into and find a complementary partner/company to provide the skills they lack.” • Indecisiveness is crippling. “Entrepreneurs cannot be stagnant. Lack of action due to fear of making the wrong decision impedes success and growth,” Greenberg says. “There is inherent risk in starting a company, and, in order to become successful, we must be willing to take risks and make bets along the way.” • Motivation is not the answer. “Working long hours isn’t enough. It’s the development of new habits that drives lasting behavioral changes,” Greenberg says. “There’s a brief period of motivation required early on when improving our work habits. However, once we make a change in our behavior – be it ever so small – and it becomes a habit, it overrides the need for motivation." • College debt may slow you way down. This can snuff out start-out hopes. “Getting access to capital is a challenge many small-business owners face, but it can be particularly difficult when you’re saddled with student loans,” Greenberg says. “Being
in debt makes self-financing that much tougher and taking on the entrepreneurial dream much harder. Sometimes, having a ‘normal job’ while experimenting with a new company is a good way to mitigate this burden." • Being overly optimistic is dangerous. “It’s easier to believe in your business when you’re growing it, but there will always be setbacks and you have to be prepared, starting with adding a cushion to your budget,” Greenberg says. “It’s amazing, all the costs associated with starting a business. The only thing you know for sure about a planned budget is that it’s wrong – and 99 percent of the time it’s wrong in a negative way for the business.” Greenberg points to the age-old question of “risk versus reward,” as the most important consideration the would-be entrepreneur must ask. In pursuing the four freedoms of the enTREPreneurialism, freedom in Time, Relationship, Economics and Purpose, there has to be the recognition that there will be sacrifices one must make, in each of these areas, before arriving at the freedom the entrepreneur boarded the train to reach. Trep Talk is the educational platform of Jeff Piersall and Eric Wright; for more information visit www.linkedin.com/company/trep-talks-ec
M AY 2019 : 35
| BEST PRACTICES
MARKETING
Cherise CZABAN Cherise Czaban is publisher and CEO of i4 Business. She can be reached at cherise@i4biz.com.
HOW TO USE STORYTELLING TO APPEAL TO YOUR AUDIENCE
“Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin
Storytelling has long been the most efficient and reliable method for conjuring up empathy and making connections with those around us. When we catch up with our friends, we present our experiences in the familiar framework of a story, often as the main character navigating the world around us. This is how we forge connections: through familiar struggles, characters and archetypes.
Companies are realizing how powerful this tool can be in their marketing efforts. Where traditional marketing fails consistently in truly connecting to an audience, content marketing that tells a story has been proven to make a lasting impact. When combined with other research-based insights, such as the strong memory recall associated with print, stories become integral to the success of a campaign. Making an Impression The evidence of the power of storytelling is more than just anecdotal. In a 2014 study published in the Harvard Business Review,
36 : SPAC E C OAST B U SI N E S S
Paul J. Zak found that a character-driven story can cause the brain to produce oxytocin, a chemical that enhances an individual’s ability to empathize with others. Your audience members are more likely to have this reaction if your story holds their attention and creates tension. The results of the study demonstrated that stories fitting these criteria lead to a more thorough understanding of the message and an ability to remember the message even weeks later. Similarly, psychologist Jerome Bruner discovered that stories are up to 22 times more memorable than facts when shared with an audience. Stories appeal to the emotions, imagination and humanity of audience members in familiar and provoking ways. When we frame facts, figures and arguments in this way, we create connections. Telling a Good Story A good content marketing story needs to follow the basics of storytelling. At the center of the story, you need a hero. Your first inclination might be to make this you or your brand, and
in some cases this may be appropriate. In most cases, however, it is far more effective to frame your audience as your main character. When we see ourselves reflected in a story, we are immediately more invested, and most likely more empathetic. After establishing your main character, you can move on to the tension mentioned in Zak’s research. Most stories, ones that truly create interest, involve a conflict. Consider what situation your hero might be put in to create tension. How can that conflict then be resolved with your product or service? Once you are able to demonstrate in an interesting, engaging way how your product can lead to a
release of tension in the lives of both your characters and your audience, you are likely to have made an impact.
sometimes confessional tone, blogging offers an opportunity to approach your story from a testimonial standpoint.
How to Share Your Story
• E m a i l : Ne w s l e t t e r s a r e o f t e n informative, but consider including customer stories or brief videos too.
Once you have an idea of what story you want to tell, you’ll need to determine which medium is best for you: • Print: According to a study by Temple University’s Center for Neural Decision Making, seeing a message through a physical medium, such as print, led to a stronger memory of the message itself. • Video: This can be especially powerful in storytelling and content marketing.
In all of these cases, you have the opportunity to use your imagination alongside your expert knowledge. Storytelling gives you the chance to go beyond facts and figures, bridging the gap between the head and the heart and helping your audience understand not only what you do, but why that matters to them.
• Blog: For a more conversational, and even
Helping you achieve your goals has always been ours Congratulations to Gregory H. Pollock for being named to the 2019 Barron’s “Top 1,200 Financial Advisors” list.
The Pollock Group Gregory H. Pollock Managing Director Wealth Management Advisor 321.757.8029 Merrill Lynch 6525 3rd Street 5th Floor Rockledge, FL 32955 fa.ml.com/florida/rockledge/the-pollock-group
Source: Barron’s “Top 1,200 Financial Advisors” list, March 11, 2019. The ranking considered advisors with a minimum of seven years financial services experience and have been employed at their current firm for at least one year. This is a list of the top advisors in each state, with the number of ranking spots determined by each state’s population and wealth. Other quantitative and qualitative measures include assets under management, revenues generated by advisors for their firms, and the quality of the advisors’ practices, regulatory records, internal company documents, and 100-plus points of data provided by the advisors themselves. Barron’s is a trademark of Dow Jones & Company, Inc. All rights reserved. Rankings and recognition from Barron’s are no guarantee of future investment success and do not ensure that a current or prospective client will experience a higher level of performance results and such rankings should not be construed as an endorsement of the advisor. Merrill Lynch Wealth Management makes available products and services offered by Merrill Lynch, Pierce, Fenner & Smith Incorporated, a registered broker-dealer and Member SIPC, and other subsidiaries of Bank of America Corporation. Investment products:
Are Not FDIC Insured Are Not Bank Guaranteed
© 2019 Bank of America Corporation. All rights reserved.
May Lose Value ARJSNNYK | AD-03-19-0674 | 471003PM-0318 | 03/2019
MAY 2019 : 37
| BEST PRACTICES
TAXES
Ken NEW Ken New, President of Pinnacle Financial Wealth Management, has been committed to serving retirees and business owners in Brevard County for 21 years. Our primary objective is to help people understand financial strategies. To learn more call (321) 454-3623.
OPPORTUNITY ZONES “THE MOST UNBELIEVABLE TAX BREAK EVER” - FORBES In the Tax Cuts and Jobs Act passed in late 2017, there is a provision within the bill that created an opportunity to invest directly in Real Estate and defer taxes you would otherwise be subjected to due to capital gains. They are called Qualified Opportunity Funds (QOF) and are described in IRC Sec. 1400Z-2
Investors can potentially eliminate the capital gains on real estate owned in opportunity zones – entirely.
Investors have the potential to entirely eliminate the capital gains on real estate owned in opportunity zones. When you compare this to a 1031 Exchange, where you generally roll all the proceeds from the sale of the asset into the replacement fund, this provision allows investors to receive their basis upon liquidation of an asset, while only rolling their capital gains into the opportunity fund. The Incentives include:
BASIS STEP-UP Investors who invest in Qualified Opportunity Funds will receive a step-up in basis if they hold the investment for a certain number of years. Initially, the step-up is zero. If the investor holds for five years, they will receive a basis step-up of 10%. If the investor holds for seven years, they will receive an additional 5% of basis step-up. As a result, if an investor holds a Qualified Opportunity Fund investment for a period of seven years or more, they will reduce the originally taxable portion of their capital gain by 15%. ELIMINATING CAPITAL GAINS
(2) Eliminating 15% of the capital gain that was invested in the fund from taxation
If an investor holds their Qualified Opportunity Fund investment for a period of 10 years or more, the investor will not recognize capital gain on the appreciation of their investment during the hold period.
(3) Eliminating tax on gain generated by the fund itself.
In October 2018, the Treasury released more clarity on proposed regulations:
(1) Tax deferral of capital gain invested in a qualified opportunity fund
38 : SPACE C OAST B U SI N E S S
• Taxpayers can invest more than just tax deferred capital gains into Qualified Opportunity Zones (QOZ), only investments made with tax-deferred proceeds or a tax deferred election will be eligible for the capital gains tax exclusion on gains from their QOF investment. • Qualified Opportunity Zones will lose their designation after December 31, 2028, but the proposed regulations allow the basis step-up election until December 31, 2047. This means you can still be exempt from capital gains tax on your investment if you sell your interest in the QOF before December 31, 2047. • In the original bill, investors have 180 days from the date they sell a capital asset to roll the gain into a QOF. The new regulations have more flexibility allowing the QOF to hold these funds for up to 30 months, as long as an investment plan for these funds exists.
• Investors can sell these funds in a QOF and continue to defer their gain as long as they sell their entire interest and reinvest it in another QOF. • Partnerships can make an election to defer their capital gains at the partnership level. The partnership then has 180 days from the last day of its taxable year to invest the gains in a QOF. Individual partners can elect to defer their share of capital gains from a partnership. They have 180 days from the actual date of sale to invest in a QOF. FINAL THOUGHTS There are unknowns regarding Opportunity Funds. It is important to consult a financial advisor, CPA and attorney before attempting to utilize an Opportunity Fund or sell your capital asset to be invested in an Opportunity Fund. The Opportunity Fund can be a very useful investment vehicle for active and passive real estate investors.
References: https://www.wealthmanagement.com/alternative-investments/opportunity-zones-explained https://www.forbes.com/sites/forbesdigitalcovers/2018/07/17/an-unlikely-group-of-billionaires-and-politicians-has-created-the-most-unbelievable-tax-breakever/#70a8176c1485
MAY 2019 : 39
| BEST PRACTICES
INFORMATION TECHNOLOGY
Corey JOHNSON Corey Johnson is the Founder & Director of Technology with Creative Network Innovations. Corey is an industry recognized professional that founded CNI on the idea of providing IT solutions in a new, evolved manner. He strives to educate the Space Coast about the importance of the relationship between technology and your business.
THE IMPACT OF FULLY MANAGED IT SERVICES WHEN TO OUTSOURCE
Most businesses don’t have the time and money to dedicate towards monitoring networks.
Today, businesses are faced with an array of different obstacles that must be maneuvered to keep the customer satisfied and continue generating revenue. These obstacles range from internal management to maintaining a well-tested cybersecurity network. It can be very hard to manage all aspects of running an organization and letting nothing slip through the cracks. With limited employees and resources, it’s crucial to determine what’s a priority and what is not. The IT department is high on this list of priorities, but unfortunately, most businesses don’t have the time and money to dedicate towards monitoring networks. The digital threat landscape is continually growing and evolving, and these threats now have the capability to dramatically affect businesses, sometimes taking down whole operations. For this reason, business owners should consider
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having an outsourced IT company manage their network. Fully managed IT services impact businesses in astounding ways that include improving emergency response times, taking IT security to another level, and best of all, save the organization time and money. Improved Response Time & Agility As mentioned above, it can be hard for business owners to prioritize things with limited resources. Let’s say that your business was impacted by the recent Google “Zero-Day” exploit, and it’s halted your day-to-day operations. Are you going to tackle this obstacle in-house with hopes to limit downtime and not waste money? Maybe, but imagine if you had a team that worked alongside your business who had the knowledge to respond quickly and more effectively. That’s the impact of having an outsourced IT company providing fully managed IT services. Professional managed service providers are solely there to implement
proactive security measures, monitor your network, and take immediate action if something were to happen. Enhanced IT Security Staying proactive against the cybersecurity threat landscape can be exhausting when businesses have so many other facets to manage on a day-to-day basis. This is very hard to tackle alone and would require quite a bit of learning on the go. The primary focus of a managed IT service provider is to allow businesses to focus on what they do best while they handle the rest. The rest includes actively monitoring and optimizing the business’s network, as well as maintaining a consistent line of communication with business owners/managers to notify them where improvements can be made. Having a dedicated team that focuses on your IT security around-the-clock dramatically reduces the chances of falling victim to new threats. Reduced Costs & Saved Time Every business focuses on how to effectively utilize their time and maximize revenue. For this reason, why would any business attempt to tackle obstacles that they were not 100% confident or proficient in? Let’s use the previous example of the Google
“Zero-Day” exploit and imagine that all your operations have been brought to a halt. Having your own employees sit around and attempt to fix the issue is simply not an efficient or cost-effective way to handle the situation. Instead of having employees attempt to fix an extremely difficult security threat, wouldn't it be easier to have a team of professionals remediate the issue in a fraction of the time? Not to say that business owners shouldn’t trust their employees with a similar task, but in order to restore networks and begin working properly again, your safest bet would be trusting a professional IT service provider. The overall goal for outsourced IT management is to reduce time spent and save money when emergencies occur. All-in-all, fully managed IT service providers can have a dramatically beneficial impact on any business. From improving response times and maintaining agility to enhancing security measures, an outsourced IT company should align their strategic goals with the business that they’re working with. When the two organizations have the same goal in mind, the impact can reduce the costs associated with monitoring and managing a network and in turn save time when compared to handling these obstacles alone.
MAY 2019 : 41
| BEST PRACTICES
FUNDRAISING
Pamela GUNTHORPE Pamela Gunthorpe is president of the Space Coast chapter of the Association of Fundraising Professionals (AFP). AFP advances philanthropy by empowering its members to practice ethical fundraising through professional education, networking, research and advocacy. She is Investor & Community Relations Manager for the EDC of Florida’s Space Coast and serves on the boards of the Palm Bay Chamber and South Brevard Sharing Center.
PROFESSIONAL FUNDRAISING PRACTICES PROMOTING ETHICAL AND EFFECTIVE FUNDRAISING
But if the “ask” still seems daunting, try this instead: invite the donor to join others in making a difference by supporting the cause they care so much about.
In Brevard County, from Titusville to Palm Bay, we are blessed with philanthropists who give of their resources to help. Their generosity helps: …feed the hungry, …shelter the homeless, …counsel the disadvantaged, …ensure access to quality healthcare, …find homes for abandoned pets, …help children in need, …assist our elderly, our veterans, …protect our environment and support countless other worthy causes. Tackling these problems is the role of the nonprofit
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sector and its passionate leaders. Among these leaders are the professional fundraisers whose job it is to identify and educate individuals who share their same desire to fulfill community needs, to encourage their involvement with the organization and to secure their charitable investment in the mission. Fundraising – Then and Now The world of nonprofit fundraising isn’t new, but it has undoubtedly evolved from the days of Alexis de Tocqueville, who said in Democracy in America, “As soon as individuals with a cause have found one another out, they combine. From that moment on, they are no longer isolated people, but a power seen from afar whose actions serve for an example, and whose language is listened to.” That is the role of the fundraiser: to build relationships with philanthropists, to inform and gauge their interest, and involve like-minded
individuals to invest in actions to support a needed cause. Charitable giving is engrained in the human spirit, and it is important to note that philanthropy isn’t just for the wealthy. Every single person who gives to support a charitable cause, regardless of the amount, is a philanthropist. From the hot meal given to a homeless person to the $1 million gift to fund a research lab, every gift makes a positive impact on a community.
You do what you do best. We'll deal with the fine print!
Through the years the basic rule of fundraising has stayed the same – ASK. All professional fundraisers learn quickly that the ultimate key is to ask the right person at the right time in the right way. But if the “ask” still seems daunting, try this instead: invite the donor to join others in making a difference by supporting the cause they care so much about. Beyond making the ask, leading fundraisers are doing more than just putting on a great fundraising event. In Data Driven Nonprofits, Steve MacLaughlin states that, “[d]ata driven nonprofits accelerate change in the world by using data to influence strategy and inform decisions that produce value and impact.” Professional fundraisers are learning to identify giving trends, developing specific fundraising strategies and communication methods to reach targeted audiences, implementing detailed data analysis and segmentation, and benchmarking fundraising metrics. With today’s information overload, successful fundraisers are using valuable data to increase their grant opportunities and donors' charitable giving. Ethics in Fundraising Professional fundraisers also face the challenge of maintaining public trust. Scandals such as the recent “Operation Varsity Blues” are a stain on the nonprofit sector. When the actions of a few ‘bad apples’ put future charitable contributions at risk it is incumbent upon our nonprofit leaders to ensure donor confidence, and thereby their financial support, at a time when circumstances might threaten an organization’s ability to meet its mission. Many of Brevard’s nonprofits employ fundraisers who are also members of the Association of Fundraising Professionals (AFP). Affiliation in this organization requires its members to abide by the AFP Code of Ethics, The Donor Bill of Rights, and Standards of Professional Practice. These standards address such issues as conflicts of interest, truthfulness, privacy, and financial accountability. A commitment to ethical practices exemplifies an organizations obligation to uphold the very highest standards.
Blake Stewart, Attorney
Construction Background + Business Expertise = Business, Contracts, & Construction Law Made Simple
stewartlawcs.com • (321) 541-6845
Fundraising is foremost about relationship building. People give for a reason. Help the philanthropist fulfill their legacy of giving and you’ll successfully meet your mission to help. M AY 2 019 : 43
| BEST PRACTICES
BUSINESS GROWTH
Matthew VAZQUEZ Matthew Vazquez, CEO of Next Level always had a passion for seeing businesses grow. After years of working as a Marketing Consultant, Matthew started Next Level in 2015. Since then, the entrepreneur and Space Coast Native along with his team have been helping local and national businesses scale with digital marketing. Get in touch with Matthew at matt@nxtlm.com.
LEVERAGING BUSINESS DATA FOR GROWTH UNDERSTANDING YOUR BUSINESS & ANALYTICS
Tracking customer behavior has never been easier. We can follow user flow through a website and determine exactly during which points users tend to drop off.
Businesses used to be measured by their size, number of employees and/or the amount of sales generated in previous years. But today’s businesses are also valued by the amount of data they collect and utilize. Every day, new companies appear that are worth billions, yet they haven’t sold a single thing or own a single asset. How is this possible? They have figured out how to gather data and leverage it for scale and growth, and nothing makes investors salivate more than a well-built recipe for scaling. Understanding the data and analytics of your business may seem impossible, but it’s easy to distill a handful of data points that will drastically impact your company’s growth. Understanding and implementing the basics will build a strong foundation of sales, scale and overall company growth that will leave the competition confused and afraid. With so many data points to pay attention to, it
is important to focus on the 80/20 rule: focus on the 20 percent of data points that produce 80 percent of the results. Once you have built a solid recipe, you can eventually add hundreds of other data points. All the data is valuable, but to improve your business’s success, begin to consider these foundational key metrics: •
Reach: How many unique users are you reaching?
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Cost Per Click: What is the cost per click? Compare against competition.
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Frequency: How frequently are users seeing your ads?
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Link Traffic: How many users are visiting your website?
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Leads: How many users requested more information?
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Conversions: Users who purchase.
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Lifetime Value: What is the total value from a customer?
What about the intangible? Brand awareness has existed forever, but it has never been traceable. Utilize the data of what happens when someone sees an ad to discern how relevant your ads are to that user.
Today, many platforms are coming up with ad recall metrics that give us an estimate of how many people recall our brand and how many impressions it takes. Our internal data suggests that it can take up to 20 times for someone to experience ad recall.
Tracking customer behavior has never been easier. We can follow user flow through a website and determine exactly during which points users tend to drop off. If there are drop off points, we can A/B test solutions to determine what design, messaging or placement is most effective. Utilizing call tracking, the Facebook Pixel and many other tools, we can use hard data to improve the success of your website and overall business. Sometimes simply using emojis or not using emojis will make the difference in a buyer’s journey. Utilizing and growing these numbers will translate to success. All the metrics presented here are designed to increase sales and lead generation. Improving these numbers will also help grow your ground game. Your sales team will be reaching a warm audience instead of a cold one. Let us help you make sense of the data and analytics that will help your business grow. Take your business to the Next Level today.
Marketing
MATTERS. Let us show you why.
M AY 2019 : 45
UPCLOSE with
DANA KILBORNE [ By Eric Wright ]
Dana Kilborne served as the president and CEO of Florida Bank of Commerce from its inception. Under her leadership, it grew to 18 locations across the state before it was acquired by Sunshine Bancorp Inc. in an allstock merger valued at $40 million. She continues to serve on the Board of Health First, the Jacksonville branch of the Federal Reserve Bank of Atlanta, Groundswell and as a Director of the NCMIC Insurance Company based in Des Moines, Iowa. Always engaged in helping to shape the future of the Space Coast, she now serves as the Chair of the Economic Development Commission of Florida’s Space Coast.
EW: You have always been supportive of the EDC, tell me about why and how that participation has grown?
EW: Of the EDC workforce initiatives that you are aware of, which one do you think has had the biggest impact?
EW: What do you think is the most important issue or initiative the EDC is focuses on?
You want to see the impact of what you have done and see if what you have leveraged has made a difference. It was a life changing experience; there wasn’t a dry eye in the place. That seed has grown into a fullfledged program. That really humanized economic development for me, it sort of muted all the ancillary debate about economic development. ⊲
DK: I met Lynda in 2005 and had the chance to chair the ad valorem tax abatement council for the EDC. As business people and residents of the county, I realized that everyone wins when the community wins. What the EDC does is lift the whole of the county, largely through the business community, but when that sector rises, the rest of the community rises with it. There is no real separation between the business community and the community in general, they all intersect and overlap. Everything from the Indian River Lagoon to infrastructure are all economic development issues.
DK: Talent attraction or workforce development. Unemployment is under four percent everywhere, thus the challenge of how to get the right people for the jobs we have here is paramount. Employers who want to move here, stay here or expand here are dependent on the local workforce they can attract. We as a community have to work together to create the type of environment where that talent wants to come.
DK: The one that comes to my mind first is the CPT (Certified Production Technician) program. I had the opportunity to support the first class. It was initiated by a group of pastors in the south Melbourne and Palm Bay area. They approached Lynda and said, ‘You do great work bringing in all these companies to the area, but what are we doing to help the young people that live here?’ Nathaniel Harris was one of those pastors and they held the graduation of that first CPT class at Macedonia Baptist. It was one of the most meaningful and moving events I have ever attended.
M AY 2019 : 47
“As business people and residents of the county, I realized that everyone wins when the community wins. What the EDC does is lift the whole of the county, largely through the business community, but when that sector rises, the rest of the community rises with it.” – Dana Kilborne
EW: That is a side of the EDC’s work most aren’t aware of.
DK: This is very unique to Brevard and initially it was funded on the private side. The general program was there, but applying it so that these young people not only have the prerequisite job skills, but also the soft, social skills of how to prepare for an interview or to put together a resume is a key to its success. When people told Lynda the CPT program had been around for a while, she said, ‘Yes and the hamburger was around for a long time too before McDonald’s got a hold of it.’ That is what has happened, taking this program, customizing and applying it to our local situation. We lost a generation in the manufacturing sphere, so we don’t have people following their parents or relatives into this field. We have to show them that it is more than a job it is a career. It is also stackable, in other words people can get ever increasing certifications for more opportunities.
EW: What is the greatest misunderstanding people have about the EDC’s mission?
DK: I think it is that economic development equals job creation, period. It is so much more than that. Job creation alone isn’t the answer, it is a whole continuum
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of issues that have to be addressed. The EDC isn’t a private entity, which would be risky, nor is it a government entity, it is a partnership between the two and that is why it works.
EW: Some people fear economic development, because they are concerned the ambiance of the area will be lost. What do you say to those people?
DK: There is a difference between development and growth. One is based on a plan and a design, the other is leaving it all to chance. A haphazard kind of growth is not what anyone wants.
EW: One confusion people have is the difference between the EDC and a Chamber, what do you think the difference is?
DK: First of course is the EDC covers the whole county. Also, I think people participate in the EDC because they understand the mission and the goals of the EDC, and they want to join in realizing those goals. Chambers have missions also, but I think they are designed to be responsive to the needs and challenges of their members and how they can help those members achieve their goals. Both are vital.
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N O M I N AT I O N S N O W O P E N C E L E B R AT I N G S PAC E C OA S T B U S I N E S S LEADERS UNDER 40 N O M I N AT E AT S P A C E C O A S T B U S I N E S S . C O M
© 2015 Southwest Airlines Co.
Without a Heart, it’s just a machine. So in 1971, a little Heart built a different kind of airline—one that made sure everyone could fly. Everyone has important places to go. So we invented low-fares to help them get there. To us, you’re not 1A or 17B. You’re a person with a name, like Steve. Here, we think everyone deserves to feel special, no matter where you sit or how much you fly. And with all the places we’re going next, we’ll always put you first, because our love of People is still our most powerful fuel. Some say we do things differently. We say, why would we do things any other way? Without a Heart, it’s just a machine.