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THURSDAY, OCTOBER 31, 2019 | 1
family-owned business SPOTLIGHT ON
Thursday, October 31, 2019
A look at Suffolk’s local enterprises www.suffolksheetmetal.com
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Jamie Johnson stands next to a display of pumpkins outside the family-run Johnson’s Gardens off of Holland Road.
Johnson’s Gardens fills a niche BY JIMMY LAROUE STAFF WRITER
Johnson’s Gardens has been in business since 1961 when Tim Johnson
was 6 years old and his father had a farm market by the road, followed soon after by a greenhouse and florist. It moved away from
the greenhouse side of the business, while it has added a retail garden center and gift shop, but the See GARDENS, 3
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Gardens: Small-town feel
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Continued from page 1
store has always retained its small town feel with personalized service for its customers. “What you see in here now is a lot of gifts and gift items, and we really didn’t sell this kind of stuff for years,” he said of the Holland Road store, “but now, all of a sudden, because there are so few places left, people need a place to pick up a lastminute gift, or a birthday present or that kind of thing, and they don’t want to go online.” The biggest part of the business, he said, are the florist and garden center, with loyal customers who appreciate the store’s personalized approach. “People like to see what plant they’re buying,” Johnson said. “We do seasonal — soon, the poinsettias will be in for Christmas.” It goes back to the word “community” and filling an important niche, with the store being unique to Suffolk and in what it does. “That’s why we’ve been successful,” Johnson said. “And hopefully we’ll continue to do it in the future.” Johnson, his wife Helen, brother Mike and sons Jamie and Jett now
‘This is what we do. A lot of what you see here and what we do is because this is what we do. We just love what we do. … We don’t make a ton of money, but we live nice, we like our lifestyle and our business reflects that.’ Tim Johnson
OWNER OF JOHNSON’S GARDENS
help run the business his parents started. His mother was a registered nurse who started the florist, and his father, who worked for what was then known as Virginia Power, started the farm market. After he received a Bachelor of Science degree in ornamental horticulture at Virginia Tech in 1978, Tim Johnson came back and helped start the garden center while studying business at Old Dominion University. Heading into the holiday season, Johnson said the store is gearing up for Christmas and preparing for its large wreath-making class that fills up quickly.
“We’re gearing up for that now,” Johnson said. “We’re a very seasonal business — lots and lots of stuff coming forward.” He said the store keeps looking for the things that will keep it a successful business. He said there is a pride and satisfaction in being able to be a part of the Suffolk community. “This is our life,” Johnson said. “This is what we do. A lot of what you see here and what we do is because this is what we do. We just love what we do. … We don’t make a ton of money, but we live nice, we like our lifestyle and our business reflects that.”
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Jay Davis, left, and his father, Ron Davis, right, are two of the three Davis generations so far involved in MAGCO Inc., the business that Ron Davis started nearly 40 years ago. Jay’s son Chance also works there.
MAGCO has three generations in business
BY TRACY AGNEW EDITOR
The Davis family is
about to celebrate its 40th anniversary with its company, MAGCO Inc. Ron Davis opened the
company in 1980. He had worked four years See MAGCO, 5
SUFFOLK NEWS-HERALD
to choose. The princesses, nomi- was born, and my granddad is a nated from each of the city’s five farmer still,” she said. “It kind high schools, were judged by a of makes it special to know that SUFFOLK NEWS-HERALD FAMILY-OWNED BUSINESS THURSDAY, OCTOBER 31, 2019 | 5 committee based on academic it’s the family thing that we can achievement, extracurricular celebrate the peanut.” Glover has been attending involvement and community service, an essay on the Peanut Suffolk Christian Academy since Festival theme and an on-stage she was in kindergarten. She is Continued pageduring 4 answer to a from question the on the volleyball, basketball and banquet. See QUEEN, 15 at“I Planters Peanuts surprised, and ‘It’s mostly just anything made out of was really four years at Nansemond metal.’ Sheet Metal before he East Suffolk Sophisticated Steppers HEAVY DUTY decided to strike out on his own. Classes held Monday 6 PM - 7 PMSPECIALISTS RECOVER Classes held Monday 6PM-7PM The steel fabricaJay Davis Thursday 11 AM -CHIP 12 Noon JOYNER, OWNER Thursday 11AM12 Noon REPAIR & East TOWING SECOND-GENERATION OWNER OF MAGCO tion company started on 539-4111 • FAX: 539-3096 Suffolk Recreation Center East Suffolk Recreation Center April Fool’s Day 1980. “It’s been a long, hard you’re responsible for 138 S. 6th St., Suffolk, VA (Ercella “Peaches” Pittman) 3 TO SERVE YOU 138LOCATIONS S. 6th St. Suffolk, VA Assistant, Vee Austin MAGCO does custom struggle,” the 71-year-old everybody’s livelihood,” CL DJ Pleasure White (music) 1137 MYRTLE ST.CL DJ5445 NANSEMOND PKWY., 903 MAIN Evelyn ST. Wall, Pleasure White (music) Evelyn Wall, work for about five or six Ron Davis said. he said. “But there are PLEASE CALL: 539-5507 Instructor SUFFOLK, VA SUFFOLK, VA SMITHFIELD, VA PLEASE CALL: 539-5507 Instructor companies, mostly food His grandson, Jay’s son a lot of perks. If everyprocessors like Smithfield Chance Davis, is the third thing is going smoothly, Foods and various peanut generation to work at the you can go do your own ELECTRICAL REPAIRS • A/С AND HEATING REPAIRS • TUNE-UPS butter companies. They business. He started at the thing.” STEERING AND SUSPENSION • STARTERS AND ALTERNATORS do just about any part or bottom and is “moving up Ron Davis started rentFUEL INJECTION SERVICE • ENGINE AND TRANSMISSION SERVICE DIAGNOSTIC SERVICE AND MORE • TOWING AVAILABLE component their regular through the ranks,” Jay ing the building at 602 OVER 20 YEARS EXPERIENCE • GUARANTEED REPAIRS customers need, but they Davis said. STATE INSPECTIONS Carolina Road from Tom 14173 Carrollton Blvd. don’t get a whole lot of “The two of them, they Brothers. He eventuSCOTT (Owner) Carrollton, VA 23314 7 am 11 am walk-in business. don’t need me,” Ron said. ally wound up renting “It’s mostly just any- “They’re doing a good the building for about thing made out of metal,” job. I think we’ll be here 30 years before buying said Ron’s son, Jay Davis, a long time.” it from Brothers, and who is the second-generThe business has nine they have been there ever ation owner of the busi- employees. Jay Davis said since. ness. His father still works it can be stressful at times “He never went up on there, too, but he said he’s running a small business. the rent,” Davis said. “I slowing down. “It’s stressful, because owe a lot to Tom.”
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Factors to consider before starting a business
Owning a business is a goal for many professionals. Being self-employed and having final say over business decisions can give people a sense of satisfaction and professional accomplishment. The small business landscape continues to evolve and expand. The Small Business Administration says that more than 50 percent of the working population is employed in a small business. There are almost 30 million small businesses in the United States, with roughly 540,000 new start-ups each month. While owning a small business can be rewarding, it’s important that prospective business owners recognize that only around one-quarter of such businesses survive 15 years or more. Taking heed of certain factors and educating themselves about entrepreneurship can help prospective small business owners prepare for and overcome some of the ups and downs of owning their own business. 4Explore the nature of the business and if there
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is room in the industry/ market for something of its type. Is industry oversaturated? Is there a need for this product or service? 4Understand who might be your target customer. Identify the people who will be drawn to your product or service, even if it is a small, niche market. 4Identify the best possible locations for the business. This is true whether the business will be brick and mortar or strictly an online business. Explore ways to position the company so it will attract as many potential customers as possible. 4Conduct an analysis of potential competitors to get an idea of the strategies they are employing. It also is helpful to know the other people providing similar products and services so you’ll understand what is necessary to set your business apart. 4Devise a plan for
funding and establish a budget. You will need to properly identify your sources of capital to get the business up and running. If you are not good with numbers, establish who will help you with bookkeeping and accounting to ensure the business stays on track. 4No business is complete without an effective business plan. A plan puts all thoughts on paper and provides direction. Such plans spell out which steps you will take and when you will take them. 4Assess your expertise in the field. If this is something new to you, consider an apprenticeship or continuing education to obtain the skills necessary to help your business thrive. Starting a new business can be an exciting venture. However, it should not begin without forethought and research. —Metro Creative
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How to conduct a small business risk assessment
Deciding to be an independent entrepreneur or open up a small business can be an important decision in a person’s life. Even though each day is filled with new surprises and risks, small business owners typically want to understand what lies ahead and minimize activities that can put their profits and businesses in danger. A risk assessment management plan is a smart bet for any business owner. Risk is defined as the probability of an event and its consequences. The main types of risk for business owners to consider include strategic, compliance, financial and operational. Strategic risk has to do with competitors coming into the market. Compliance risk is how a business responds to new legislation or recommended practices. Financial concerns include repercussions of increased interest charges on a loan or a lower profit margin. Operational risk assessment involves key equipment and employee performance. Even though it is possible to project certain risks,
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THURSDAY, OCTOBER 31, 2019 | 7
3 Generations Serving You....
MAGCO, INC. Custom Sheet Metal Stainless Steel Fabrication • Ron Davis • Jay Davis • Chance Davis Family Owned Since 1980
Office: 757-934-0042
P.O. Box 1837, 602 Carolina Road, Suffolk, VA 23434
Reliable Service That You Can Trust Serving Suffolk & Surrounding Area!
some of them, particularly external risk, may be out of business owners’ control. A changing economy, natural disasters, government regulations, changes in consumer demand, and the arrival of competitors may be predictable, but business owners have no direct control over these factors. What they can control are the internal risks specific to their businesses. Risk assessment first involves identifying and jotting down all potential risks, and considering how those risks can impact business. After risks are identified, it is then essential to put systems in place to deal with the consequences, as well as monitor and finetune the effectiveness of
various risk-management approaches. Risk management essentially gives business owners a proactive strategy to avoid pitfalls. So if a problem arises, business owners already have a plan in place to act immediately. In a worst-case scenario, fast action can stave off serious financial loss. As off-shoots of disaster prevention, risk management assessments can improve decision-making skills of all involved parties. They also may help allocate capital and resources more efficiently. Risk management is an important tool business owners can use to keep their companies functioning and profitable. —Metro Creative
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How to manage your company’s online reputation
Today’s small business owners face unique challenges that businesspeople of yesteryear never had to confront. While the internet has made it possible for even the smallest businesses to have a global footprint, it’s also forced business owners to devote substantial time to managing their online reputations. A company’s online reputation can have a major impact on its ability to survive and thrive. In its 2018 “Local Consumer Review Survey,” BrightLocal, a company that focuses on the needs of digital marketing agencies and local businesses, found that 91 percent of consumers between the ages of 18 and 34 trust online reviews as much as personal recommendations. In addition, the survey found that 57 percent of consumers won’t use a business that has a star rating of fewer than four stars. The BrightLocal survey underscores the effort small business owners must put into managing their companies’ online reputations. Whether business owners
feel their online reputations are warranted or not, ignoring them can greatly affect their bottom lines. The following are a handful of simple ways business owners can manage their companies’ online reputations in the hopes of benefiting their businesses and expanding their customer base. 4Don’t ignore negative reviews. Small Biz Ahead, a service from the insurance provider The Hartford that aims to help business owners manage and grow their businesses, advises business owners to acknowledge negative reviews. Respond privately to customers, apologizing for their unsatisfactory experience and thanking them for their feedback. When communicating with customers, always keep these communications friendly and constructive. Dismissive, confrontational and/or rude interactions with customers will only further damage your online reputation. 4Actively monitor your reputation. Websites such as Yelp and Google, via its Google Reviews
capability, give customers plenty of places to go to share their comments about your business. Stay up-to-date on these, making a concerted effort to monitor your reputation. If you’re open for business seven days a week, chances are customers will be reviewing your business seven days a week. Reach out to customers who had negative experiences as soon as possible, and report any comments you feel violate websites’ standards the moment you see them. 4Don’t hesitate to ask customers to edit their reviews. When you successfully reach out to customers who left negative reviews, don’t hesitate to ask them to consider editing their reviews. Many customers are happy to update their reviews if issues were promptly and successfully addressed. Online reputation management is important for today’s business owners. Though managing online reputations can seem like a full-time job, a positive reputation can greatly benefit your bottom line. —Metro Creative
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