Preview b2bTRIBE v2 > Winter/Spring 2015 by SPARK Publications

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Features 10 TIPS

To Improve Your

B2B Email Marketing

Effectiveness

By Adam Holden-Bache

DO 10 Tips to 2

How many times have you opened an email that interested you but found it was unclear what you should do? There was no obvious link or call to action. And if you managed to find a link and click-through, the website was a dead end. Avoid this scenario as much as possible by being direct about what you want readers to do. Draw their attention to the clickable content, and make sure that after they click, your landing page or website offers a clear path to conversion.

Improve Your B2B Email Marketing Effectiveness

b2bTRIBE.com

know

Make your email scannable.

Email recipients seldom read every word in an email from top to bottom. Eighty percent of readers scan emails for content that catches their attention. Prepare your email so that key messages stand out. Break apart your copy. Use headers and subheaders. Use bold copy, bullets, and lists. Add color or create whitespace to lead the reader’s eye to your most important content.

Use a preheader.

A preheader is a short text summary that displays after the subject line when an email is viewed in the inbox. It is taken from the first lines of copy found in the email. Many mobile, desktop, and web email clients provide preheaders, so recipients get a glimpse of what the email contains before they open it. Because most senders do not add a preheader, what typically displays is “view this email as a web page” or a similar message. Marketers that include an interesting preheader will provide another reason for recipients to open their emails.

Business

Partnership:

Most email recipients only see the top part of the email in their inboxes, especially users on mobile devices. If you have a lot of content, make sure you state your offer and provide a call-to-action at the top of the email message. In many cases it’s best to place your offer and call-to-action (CTA) at the top of the email, and then below that provide supporting content. At the bottom of the email, re-state your offer and CTA. With both placements, recipients who have read through the email can take action by clicking the bottom links, while those who were immediately interested can click through using the links at the top.

Having a goal seems like a no-brainer, but many email campaigns fall short when it comes to having purpose. Your emails must be focused on achieving your business goal. And the goal should be obvious to you and your recipients. Remember: without a goal you can’t achieve success.

Provide a clear path to conversion.

When using email to market your business to another business, it’s natural to want to develop campaigns that showcase the professional side of your organization. The challenge for most B2B marketers is to appear professional while creating messaging that engages and promotes an actionable response by their target audiences. Here are a few tips that should help you to generate more opens, clicks, and conversions on your next B2B email campaign.

KNOW

Business Partnership: A Marriage of Minds

Aby Marriage Melisa LaVergne of Minds

the tribe

Marrying Creativity and Technical Savvy

A Strong Foundation For Investment

Dan & Sara

Conscious Capitalists

Brian & Edwin

Andy & Robin

Two Heads Are Better Than One

JC & Bianca Insured Heart

The TRIBE

These brave souls are true copreneurs—partners who have gone all in with their personal and professional lives. While their backgrounds and businesses are diverse, they all express a deep respect for their partners that carries a tone of greater intimacy than commonly heard from “normal” business or life partners. These partners share all the same ups and downs. They understand one another on a whole different level.

Brewed to Perfection

Jonathan & Crystal Float Like a Butterfly, Text Like a Teenager

Randy & Crystal Tending Each Other and Their Guests

Mark & Sharai

Russ & Wendy

Ernest & Priscilla

Caring Leads the Way

you give?

Zahava & Pooran

Frank & Pilar

Meet 26 Members of the TRIBE

b2bTRIBE.com

Laughter Forges a Winning Production

UncommonTreasures

How do you

give

FEEL How do

Bill & Karen Creating a Chocolate Legacy

The TRIBE

b2bTRIBE.com

Steve & Paula

When it’s time to step away from their desks and give their minds a break from the day-today routine, many small business owners actively contribute their time, talents, and treasures to local nonprofits. The feeling they get from giving back to the community motivates and re-energizes them. The organizations featured on the next few pages are just a few of the worthy 501(c)(3) nonprofits in the Charlotte region. Visit their websites to learn how to donate or get involved. All photos courtesy of the organization represented unless noted otherwise.

Hands on Charlotte Hands On Charlotte’s mission is to inspire, equip, and mobilize a diverse corps of volunteers to strengthen our community. It connects people and businesses that are looking for service opportunities with organizations that need volunteers. Visit handsoncharlotte.org for more information.

b2bTRIBE.com

Special Qs What’s your favorite afternoon pick-me-up?

.... 10

Put your offer AND call-to-action above the fold.

Have a goal (and make it obvious).

feel

table of contents

Good Stuff Inside What is the kookiest

entrepreneurial idea you ever had?......

What’s the weirdest job you’ve ever had?

..... 54

What’s your theme song?

............... 56

Departments .............. 4 b2bTRIBE Manifesto.......... 5 Contributors.................. 6 News Briefs................... 8 Also Do.................... 18 Save the Dates............. 60 Ad Index................... 62 TRIBE Index................ 63 Eye Candy................. 64 Publisher’s Note

publisher’s note

Welcome

to b2bTRIBE® magazine! Welcome to the second issue as we at b2bTRIBE share the realities of life for entrepreneurs and small business owners with 100 employees or fewer. It’s been exciting to grow our audience and base of supporters. It’s been even more exciting to get your feedback and comments and especially to hear the stories of new connections and re-connections made through this magazine. We are striving to make the magazine a valuable voice for the Charlotte small business and entrepreneurial community. I don’t accept the notion of balancing one’s work and personal lives. I see them as ONE life and choose to immerse deeply in it. Similarly, many business owners are so passionate about their businesses that they incorporate their work into every aspect of their lives in order to fuel sustainability, enjoyability, and profitability. They may go as far as going into business with their significant others. In this issue we are focusing on such copreneurs, as well as the comparison of business partnership to marriage. My husband of 28 years, Larry, is the creative director for SPARK Publications. He’s been part of the business behind the scenes since I launched it sixteen years ago. However, six years ago he came on board full-time. We’re a 24/7/365 couple. We’ve learned ways to create separation from office life and home life, although I’m guilty of blurring the lines often. Like most business owners, my brain is forever seeing opportunities, asking questions, and thinking of new directions. Larry keeps me grounded and lifted and always laughing. Sometimes I’m laughing through the tears. Business ownership is NOT for the faint of heart. Having my best friend, strongest supporter, and love of my life with me every step of the way is an unquestionable and empowering gift that I deeply treasure. Please send feedback and suggestions about this magazine to publisher@b2bTRIBE.com. Thanks for letting us play. Come join the b2bTRIBE!

b2bTRIBE magazine v2 > Winter/Spring 2015 Fabi Preslar Publisher Melisa LaVergne Editor Larry Preslar Director of Creativity Merissa Jones Creative Goddess Genna Baugh Production Princess Sofi Preslar Production Assistant Christina Ainsworth Marketing Assistant Nicole Ayers, Proofreader Design and Production by SPARK Publications SPARKpublications.com Advertise: advertising@b2bTRIBE.com or go to b2btribe.com/advertise Provide feedback & suggestions: publisher@b2bTRIBE.com Submit story ideas: editor@b2bTRIBE.com 2116 Crown Centre Drive, Suite 300 Charlotte, NC 28227 704.844.6080 b2bTRIBE.com / b2bTRIBE b2bTRIBE® is published semiannually by SPARK Publications and distributed in the Charlotte region. Subscribe online at b2btribe.com/ subscribe. Acceptance of advertising does not mean or imply the service or product is endorsed or recommended by b2bTRIBE or SPARK Publications. POSTMASTER: Send corrections to b2bTRIBE, Address Change, 2116 Crown Centre Drive, Suite 300, Charlotte, NC 28227. ©2015. All rights reserved. No part of this publication may be reproduced without written permission from the publisher.

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This manifesto was written by the publisher and is used diligently to develop each issue of b2bTRIBE magazine. If these words describe or inspire you, please sign up for your complimentary subscription to the magazine and encourage your business-owner colleagues to do the same. (Just because you have a copy of the magazine does not mean you’ve opted in to receive our email invitations to be in the magazine.) Visit b2bTRIBE.com/subscribe to join the TRIBE!

manifesto b2bTRIBE

i s a community of ENTREPRENEURS and SMALL BUSINESS OWNERS —supporting, uplifting, educating, and laughing with other entrepreneurs and small business owners. We work hard, build smart, and play harder. We’re CREATIVE and RESOURCEFUL.

We are

Independents, Democrats, Republicans, and Unaffiliated. We are multi-dimensional, MULTI-CULTURAL, multi-racial, multiethnic. We are straight, gay, married, single, divorced, widowed, wounded, and EMPOWERED. We’re a rainbow of PERSONALITIES peppered with type A and high D—and various degrees of ADD.

mostly unemployable, yet we know how to work for thirty bosses at once. WE ARE SERVERS to our clients, our staffs, our communities. We charge fairly and give genuinely. We laugh often and deeply. We are PASSIONATE.

We are i ntroverts who have been transformed to functional extroverts; we are extroverts taking relationships to new heights. We are dreamers with goals. WE ARE POSITIVE AND ENERGETIC. We love technology, simplicity, complexity, and nature. We thrive to challenge the status quo; BREAKTHROUGHS and DISRUPTIONS are our norm. WE

EXEMPLIFY COURAGE.

We differ in practices and opinions; we are unique. We infuse our unique beliefs into our businesses, and our businesses are viable and profitable. WE ARE THE BACKBONES of our cities and our countries.

We are

united as a tribe. We are entrepreneurs and small business owners SERVING ONE ANOTHER and the community. We strive for and obtain EXCELLENCE.

b2bTRIBE.com 5

contributors Since b2bTRIBE® magazine is still in start-up mode, I’m both the editor of the magazine and a significant contributor. I look forward to the day when I can focus on the editing. I did immensely enjoy writing the cover story for this issue, and while I’m not a business owner, I do hope my enthusiasm makes up for what I lack in experience. Fabi and I would like to thank the contributors who lent their talents for various portions of this issue. We’re also deeply appreciative of the advertisers who have supported the magazine thus far. We encourage all readers to wave the magazine about under the noses of marketers who want to reach small business owners and entrepreneurs! And please encourage your business owner and entrepreneurial friends to sign up. Signing up is free, and it’s how you get invited to be in the magazine! Much love and thanks for reading,

6 b2bTRIBE.com

Nicole Ayers is the freelance editor behind Ayers Edits. While she’s held many jobs in her life, including stints as a server, camp counselor, telemarketer, print shop lackey, bartender, and teacher, editing is her favorite because she combines her love of reading with the fun of wordplay. When she’s not marking up manuscripts, she’s chasing the little people in her life, snuggling with her dog, or seeking new adventures with her husband. Sometimes you’ll even catch her at a yoga class. Visit her online at ayersedits.com. Tim Coffey has been a professional photographer for over fifteen years. He recently relocated his business to North Carolina from Connecticut to be closer to family. He specializes in commercial and editorial photography. View samples of his work online at coffeyphoto.com. Noelle De Atley has been involved in the performing arts all her life as a musician, actor, stagehand, stage manager, and producer. She’s also been involved with information technology for the past thirty years and employs her unique combination of creativity and

technology skills in her business, Creative Thinking Group, LLC. One of her proudest accomplishments was working with the Los Angeles City Council after the 1992 riots to help produce Celebrate L.A. at the Greek Theatre. Find her online at creativetinkers.com. (Yes, that’s tinkers as in “to fiddle with.”) TJ Petrino and his wife, Rebekah, run Charlotte Photography. Their passion for capturing moments and creating beautiful images is what brought them together many years ago. Find them online at charlottephotography.com. Sofi Preslar is the production assistant and occasional in-house photographer at SPARK Publications. Great hair and creativity run in her family. If she ever wins the lottery, she plans to bid adieu to Charlotte and spend her time following and photographing her favorite bands on tour around the world. She might send home some pictures if we’re really nice. To become a contributor and help other business owners shine, contact Melisa at editor@b2btribe.com.

news briefs

Julie Bee, founder of BeeSmart Social Media, was a volunteer business coach to a team of West Virginia University college students in the 2014 WV Statewide Business Plan Competition. She plans to participate in the 2015 competition. Holly Bretschneider, president and founder of BoutiqueProfits. com, just launched her latest offering: Coffee & Coaching with Holly, a monthly group coaching call for business owners. Visit boutiqueprofits.com/coffeecoaching-with-holly for details. Photographer Tim Coffey of Tim Coffey Photography has launched Carolina Works, a photo blog celebrating North Carolina business people and sharing their insights with the community. Check it out at northcarolinaworks. blogspot.com. Coffey is also looking for interesting business people to feature. Contact him at tim@coffeyphoto.com to suggest someone for the blog. Charlotte Community Radio has secured a broadcasting home within SEEDS, 100 Gardens’ training center in NoDa. Movein day is set for January, and live shows begin streaming in February. Charlotte Community Radio is a non-profit, communityfocused, volunteer-run, Internetbased, community radio station. Chloe’s Playhouse, named the 2011 Best Dog Walker by Charlotte Magazine, offers dogwalking and pet-sitting services to Southwest Charlotte. The company is pet first aid certified, licensed, bonded, and insured, and is a member of Charlotte Area Professional Pet Sitters. ecomdash completed a new software integration for its multichannel inventory and order management tool. It is now fully integrated with Amazon, eBay, Etsy, and Sears, as well as most of the popular ecommerce website platforms like Shopify, Magento, and Bigcommerce. Small- to medium-sized businesses

8 b2bTRIBE.com

selling online can handle it all from one central dashboard. Get It Together is now offering workshops on credit and cash management. Details on upcoming workshops are available at moneyandcreditguides.com. Entrepreneur Brandon Uttley has started Go For Launch, a site to help others learn to start and grow a successful business. Uttley has started several companies, including the successful web design firm carbonhouse, where he served as president from 1999 to 2008.

you don’t toot your own horn, who will? b2bTRIBE will! Only subscribers to the magazine are invited to share their news briefs.

Get on it.

Insurance agent Sharon Nuttall, owner of Health Insurance Solutions since 1999, has completed certification to assist clients with the N.C. and S.C. health insurance marketplaces. She is recognized as an expert specializing in the individual health insurance market. Jack A Heil CPA CFF PFS now offers personal chief financial officer services to solo business owners, helping them to start, grow, and exit their business successfully. JAJ Nonprofit Resource recently expanded its services for nonprofit organizations. In addition to grant research and writing, communications, and fundraising, the agency now offers bookkeeping, payroll services, tax services, business planning and assessment, marketing, funding, fundraising strategy, and branding.

J.O.Y. Coaching has launched “Recharge Wednesdays,” a silent journey to the Well of Mercy in Harmony, N.C., (one hour from Charlotte). Participants have an opportunity to walk an amazing labyrinth and to experience the serene walking trails, energizing meditation time, and a delicious “peace” meal. Contact Geri Crooks at 704.622.6469 for details. Lain Consulting LLC was named the 2014 Minority Business Enterprise of the Year by the City of Charlotte and Mecklenburg County. And the CEO, LaPronda Spann, received the Charlotte Business Journal’s 2014 Women in Business Achievement Award and was also selected to Leadership Charlotte’s Class 36. Serial entrepreneur Karin Solomonson has launched mundo99 to help entrepreneurs (and others) expand their worlds by getting organized. If papers are your nemesis, learn a great filing system to get paperwork under control. Operation College Scholar has been accepted as a 501(c) (3) nonprofit organization by the IRS and may now begin accepting tax-deductible charitable donations to further its mission of guiding middle-class to lowerincome families through the college-to-career journey. Our Town America named the Charlotte Our Town franchise “2014 Franchisee Of The Year.” Jane McElhaney, the franchise owner, and her team added over one hundred new sponsors this year. Our Town helps new movers feel welcomed into their communities while sponsor businesses gain new, loyal, long-term customers. Possible Web now offers full marketing automation to make its inbound marketing solution truly “end-to-end.” Creating a revenue-generating online presence has always been the continued on page 14

Q What is your favorite afternoon pick-me-up?

“Juggling, literally. Taking a break to toss a few balls in the air helps me clear my mind and pump blood to my brain for my next creative idea, strategic shift, or next-level recommendation.”

– Sherre’ DeMao, SLD Unlimited Biz Growth Inc., sldunlimited.com

10 b2bTRIBE.com

“My favorite afternoon pick-meup is taking tae kwon do with my two daughters. My ‘low energy’ time is mid-afternoon, but it’s turned into my ‘high energy’ time! Two added bonuses besides the workout and the increase in energy are (1) I train with my two daughters and (2) it’s super fun to listen to people’s expressions when I say ‘Oh, I can’t meet then. I have tae kwon do!’”

– Tara Goodfellow, Athena Educational Consultants, Inc., consultathena.com

“I am currently working on an art campaign called MFT31 (Middle Finger to 31). When I turned thirty-one two years ago, I started this campaign, and the goal was to paint a representation of each day of my life. I have continued this campaign not only to take a break from work but also to reflect my thoughts on the world around me.”

– Fred Sexton, Mouse and Man Digital Marketing, mouseandman.com

My favorite afternoon pick-me“ up is having a late lunch with my best friend and husband, taking the time to share our highs, lessons, and gratitude for the day. Usually there is a good laugh in there somewhere.”

– Geri Crooks, Brisbane Academy, brisbaneacademy.org

“I like to hike with my dog in the woods near my house whenever possible. The solitude of walking alone with Jinx (my lab) is always relaxing and gives me time for contemplation.”

– Tom Grogan, Vistage International, vistage.com

“Arbonne fizzy sticks.”

– Mike Ferretti, PostNet Printing & Graphics, postnet.com/nc133

“Nap! I get up every day at 5 a.m. and am on the run all day. If there is an opportunity for a nap, I’ll take that anytime. It can be only ten minutes. That energizes me and gets me going.”

– Chia-Li Chien, Value Growth Institute, chialichien.com

A nap. Just twenty to thirty “ minutes around 2 p.m. makes a huge difference in my ability to ‘keep going.’ I’ve also found that a short nap improves my thinking and problem-solving ability. I almost feel like I have two days in one: the energy I have in the morning, and then the energy I have after my nap.”

– Deborah Bosley, The Plain Language Group, theplainlanguagegroup.com

Getting outside for a run is my “ favorite afternoon pick-me-up. There is so much of my day I can not control. . . . I can control my run. The pace, the route, the sounds. While running I am strong, creative, and confident. Finishing a run is a taste of success—a taste that leaves me wanting more, and after a run I’m ready to go after it!”

– Suzanne Phillips, Charlotte Dog Runner, charlottedogrunner.com

A cold, crisp apple and some “ iced coffee, and sometimes I like to watch movie trailers! Yes, odd. But being immersed in snippets of stories helps focus me when I’m creating an identity for a client. It’s important that messages be concise and give you a complete feel for the company. Being exposed to the three-minute world of movie trailers gets me in that mindset!”

– Camine Pappas, C and Company, c-and-company.com

“Going for a walk or having lunch with a friend. One gets the blood going, and inevitably, my friends make me think!”

– Mel Miller, CLTC, Business Sorority, BusinessSorority.com

b2bTRIBE.com 11

also do:

Business owners who are signed up and subscribed to b2bTRIBE receive an invitation to share their expertise in the magazine. No sales pitches are allowed, but you know where to find them if you want to know more.

bits of wisdom from the tribe

Write Clearly and Simply By Deborah Bosley

Every single piece of written information that comes from your company either improves your image or distracts from it. To keep your brand fresh and relevant, be sure all your written information is easy for people to understand and use. That means eliminating jargon, making action easy to find, editing out extra words, and being helpful and friendly. Nothing is more frustrating than having your potential customers not understand the information you’re sharing with them. Easy-to-read and easy-to-use information increases trust, improves the bottom line, decreases call-ins, and generates new customers. Deborah Bosley is owner and principal of The Plain Language Group. Learn more at theplainlanguagegroup.com.

Business Insurance 101

The Remote Workforce

Below is a coverage decoder when you purchase insurance for your business. Property Coverage: Protects your owned buildings, business property, and inventory. General Liability: Protects against liability claims for bodily injury and property damage arising out of your premises, operations, products, and completed operations; and advertising/personal injury liability. Auto: Protects against liability and property damage claims arising out of the use of your vehicles. Coverage can be purchased against damage to the insured’s own vehicle. Workers Compensation: Protects your employee (or the employee’s family) due to a job-related injury (including death) resulting from an accident or occupational disease. It is required in N.C. when you have three or more employees. Cyber Liability: Protects against a variety of both liability and property losses that may result when your business engages in various electronic activities on or through the Internet.

Many organizations utilize this business strategy for a number of reasons including saving money on office space and offering work/life balance. There are, however, some very critical points to consider with this business model. How will you provide tech support if the employee’s computer malfunctions? Remote workers are still covered by worker’s compensation policies. How will you address safety and injuries? To what lengths will the company go to safeguard confidential information? How does this impact paid time off? There are a myriad of issues to think through when establishing a work-from-home model that is fair to both the organization and the employee. Those issues include managing performance, establishing trust, and setting clear expectations of work time and work load. The success of this model depends on expectations and guidelines that are transparent.

By Edward Tillman

Learn more about Edward Tillman of The Tillman Agency at thetillmanagency.net. 18 b2bTRIBE.com

By April Simpkins

Learn more about April Simpkins of HRS&S Consulting at hrssUSA.com.

FIDO Improving Your Bottom Line By Suzanne Phillips

Want to increase your productivity and improve your health? Get a dog! Dogs in the workplace prompt breaks, which optimizes productivity. Dog owners get more exercise than non-dog owners. Owning a dog has been linked to lower blood pressure, better heart health, and even stronger bones. Interacting with dogs lowers the production of cortisol and increases the production of serotonin. This lowers stress levels preventing the negative effects of chronic stress, which include cognitive impairment, lowered immunity, and blood sugar imbalances. Dogs are a common bond to help start conversations and create relationships. Dog owners are less likely to suffer from depression. The responsibility of caring for a dog makes owners feel needed. A dog just may be the furry Rx you need for success. Learn more about Suzanne Phillips of Charlotte Dog Runner at charlottedogrunner.com.

FIVE Senses of Brand Building By Camine Pappas

ou walk into the lobby and everything looks great, but Y there’s just something off. The scent of a very overly-sweet candle makes your eyes water. After reaching the front entrance to a new boutique, you find that the door sticks. Hmmm. It looks great on the outside, but if the door is warped, what else is wrong? You’d order dessert, except the air conditioning is making you shiver. Gone! These examples represent the unvoiced complaints common among those who decide NOT to buy and illustrate how the overlooked area of “sensory balance” can sabotage your brand. Gathering information about your product is not only visual, it is also deeply emotional. All five senses work together to help you to either stand out or disappear. Mastering the art of sensory branding is sure to help you leverage your success! Learn more about Camine Pappas of C and Company at c-and-company.com.

Great App for Staying Organized

By Karin Solomonson Download Errands To-Do List by Yoctoville from your mobile app store. As the name suggests, it’s a simple way to keep track of those errands you have to run, so you can have shopping lists and plan the most efficient way to get it all done. I started using this app for keeping track of to-dos that I usually had on a sticky note, but now I use it for so much more. You can create multiple task categories like “to call,” “financial,” “home,” “work,” “discuss with hubby,” and “discuss with kiddos.” If you think about it, a lot of your “to-dos” actually need different things done before the task is really completed. By changing categories, you can manage all of your to-dos without constantly re-creating a list. Learn more about Karin Solomonson of mundo99 at mundo99.com.

Prepare to Recruit By Deanna Arnold

Recruiting a new employee can be a daunting and time-consuming task for a small business, but it is one of the most crucial. Here are a few tips to ease the pain and help save time and money. Do a little prep work in the beginning and have a written job description so that you, and the candidate, know what the responsibilities are. Create a list of interview questions that are designed to solicit the information you need. Use the same questions for each candidate. Use your current employees as a source of referrals and offer them an incentive for referrals. Use your network and social media sites to target the right candidate. The day of big job board postings are gone. Don’t wait until you need to hire someone to start looking for someone. Start with a plan, use your resources, and be prepared! Learn more about Deanna Arnold of Employers Advantage LLC at employersadvantagellc.com.

b2bTRIBE.com 21

know

Partnership:

Business

ABy Marriage Melisa LaVergne of Minds 24 b2bTRIBE.com

Love

In his best-selling book Getting the Love You Want: A Guide for Couples, Harville Hendrix says that when we seek mates we subconsciously select people who, for better or worse, possess traits similar to our early caregivers or we do things that prompt or promote those traits. So for example, let’s say Billy had a mother who was verbally abusive. Billy will either

subconsciously seek a partner who is verbally abusive or will consciously seek one who is not and then subconsciously prompt her to become verbally abusive. And when she does finally burst, he gets a weird, subconscious satisfaction that this is how the world and love are supposed

Having an equal other with whom to discuss ideas, vet decisions, and share in both triumphs and failures is a powerful comfort. to be. Eventually, Billy and his partner will split up, and the cycle will repeat. Hendrix calls this an “unconscious partnership” and goes on to advocate for

Rise Up Consulting

friends or acquaintances coming together and realizing they could be so much more; laughter and wine and a crazy idea that becomes a sober discussion. It sounds like romance, but this tale is serious business. “Copreneurs” (couple + entrepreneurs) refers to married or otherwise romantically involved people who are running a business together. (The term hasn’t found its way into the English dictionary yet, but the Internet has adopted it anyway. It’s just a matter of time before Merriam-Webster catches up.) But many business professionals who run businesses together liken the professional relationship to a marriage with all the same emotional commitment and legal entanglements. So perhaps all business partners are copreneurs. For the sake of the next few pages, let’s borrow that notion while we examine the ups and downs of the intimate, emotional journey of running a business with a partner.

“The Newlyweds” While Rise Up Consulting is in its infancy, its founders share a wealth of experience from which to draw. Alex Ruby holds a juris doctorate from Pepperdine University and worked in the legal field for more than thirteen years before becoming a real estate broker. Robin Blair worked for Aramark for thirteen years, first as a food service director and then in risk management, before launching her own pet-care business. Michael Aldea has had several careers, including teaching, engineering, marketing, and CRM management. He holds an MBA from the Citadel.

Ruby

Blair

Aldea

Go For Launch

The tale so often begins with the thrill: eye contact over coffee and the realization that two minds can occupy the same thought at the same time;

“The Bachelor” Go For Launch is Brandon Uttley’s fifth startup business. He’s going solo this time as he offers his personal insights on what it takes to launch a business. Prior to life as an entrepreneur, Uttley worked in the public relations field and served at several of the area’s most-respected firms. He holds the Accreditation in Public Relations (APR) designation from the Public Relations Society of America and served as president of the Charlotte chapter in 2009.

b2bTRIBE.com 25

the tribe

Steve & Paula

Bill & Karen

Zahava & Pooran

Marrying Creativity and Technical Savvy

Creating a Chocolate Legacy

Andy & Robin

Frank & Pilar A Strong Foundation For Investment

Two Heads Are Better Than One

JC & Bianca

The TRIBE

Insured Heart

Brian & Edwin

Mark & Sharai

Russ & Wendy

Ernest & Priscilla

Dan & Sara

Conscious Capitalists

Brewed to Perfection

Caring Leads the Way

30 b2bTRIBE.com

Laughter Forges a Winning Production

Jonathan & Crystal Float Like a Butterfly, Text Like a Teenager

Randy & Crystal Tending Each Other and Their Guests

Uncommon Treasures

Ernest and Priscilla Perry founded Perry’s Fine, Antique & Estate Jewelry more than thirty-five years ago with fifty coffee cans full of “unwanted” jewelry Ernest didn’t have the heart to melt down for scrap. Proving that one man’s trash is another man’s treasure, Perry’s is now one of Charlotte’s most respected jewelry stores and offers an extensive collection of modern, antique, and vintage pieces.

Because Ernest and Priscilla are heavily involved in the community as individuals and on behalf of their company, their personal and professional lives often intersect. A majority of their weekends are spent at charity events. However, they always make time to get away, relax, and separate from their professional relationship by visiting the coast or even flying to Jamaica.

Priscilla also credits Perry’s new location for helping them maintain healthy boundaries. After sharing an office for twenty years in their previous location, the new offices put them on opposite sides of the building. “We love it!” — story by Hadley Pacheco and Melisa LaVergne image by Tim Coffey

Ernest and Priscilla Perry Uncommon Treasures perrysjewelry.com

b2bTRIBE.com 43

give

feel

How do you

When itâ&#x20AC;&#x2122;s time to step away from their desks and give their minds a break from the day-today routine, many small business owners actively contribute their time, talents, and treasures to local nonprofits. The feeling they get from giving back to the community motivates and re-energizes them. The organizations featured on the next few pages are just a few of the worthy 501(c)(3) nonprofits in the Charlotte region. Visit their websites to learn how to donate or get involved. All photos courtesy of the organization represented unless noted otherwise.

Hands On Charlotte Hands On Charlotteâ&#x20AC;&#x2122;s mission is to inspire, equip, and mobilize a diverse corps of volunteers to strengthen our community. It connects people and businesses that are looking for service opportunities with organizations that need volunteers. Visit handsoncharlotte.org for more information.

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