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BUSINESS JOURNAL
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JULY 2020
VOLUME 5 ■ ISSUE 7
IN PROFILE
Foster Farms Endowed Professor of Business Economics Gökçe Soydemir said the best way to see the local economy prosper once more is by contributing to its recovery safely, especially as the Valley sees a recent increase in cases.
Ripon’s new ice cream parlor is a return to the past. PAGE 2
ACCOLADES
Oakdale has a new CEO at the helm of the Chamber of Commerce. PAGE 10
Report points to economic rebound in coming months Masks critical to region’s recovery, according to economist BY ANGELINA MARTIN 209 Business Journal
H
ow quickly the region’s economy recovers from the coronavirus pandemic depends entirely on how well the community follows public health guidelines, according to one local expert. The San Joaquin Valley Business Forecast report was released by Stanislaus State last month, detailing the extreme economic hardship occurring in Central California due to the COVID-19 outbreak. The pandemic is referred to as a “Black Swan” in finance literature because of its extremely rare and devastating nature, according to the report’s lead author, Foster Farms Endowed Professor of Business Economics Gökçe Soydemir. As businesses throughout the Valley begin to reopen following a three-month shutdown mandate from the state, an economic recovery is expected during the second half of 2020 — as long as a spike in coronavirus cases doesn’t cause them to close once more. “We’re just seeing places beginning to reopen, which we indicated in the report would happen in May or June. From that standpoint, we’re on track and seeing an increase in economic activity. It’s only partial, but it’s going in the right direction,” Soydemir said.
“The worry I have is that when I go out, I see a lot of people not wearing masks and I think that’s a big problem.” The Valley has been slow to adhere to mask recommendations compared to other regions, Soydemir added, like the Bay Area. On Thursday, Gov. Gavin Newsom mandated that all Californians are required to wear face masks in public — one day after the state registered a record spike in coronavirus cases. Soydemir said countries that have slowed the curve of coronavirus cases and thus seen their economies begin to recover, like South Korea and Japan, all have one thing in common: the widespread wearing of masks. In a new study by the University of California, San Diego, trends show that mandated mask coverings in Italy and New York City between April 6 and May 9 significantly reduced the number of infections compared to social distancing and shelter-in-place measures. Soydemir said the best way to see the local economy prosper once more is by contributing to its recovery safely, especially as the Valley sees a recent increase in cases. “You want to be part of the solution, not the problem,” he said, adding that stores in some states
are closing for the second time as cases surge. “We have to be responsible in order to get rid of this virus in a quicker manner.” Soydemir’s report indicates that any delay or restart in the reopening of the economy will alter the timing of its recovery. Prior to the pandemic, the fall 2019 Business Forecast had already predicted a decline in local economic activity for the first time in the report’s nine-year history. Had the pandemic not occurred, Soydemir said, the Valley would still be experiencing significant employment loss this year compared to previous years. “The unemployment numbers wouldn’t be as large because it’s exceptional right now, but we would definitely see a lower employment this year than the year before because the economy has been slowing for quite some time,” Soydemir said. The combination of the virus and the downturn already taking place caused the predicted magnitude of the recession to be significantly exceeded. The national unemployment rate is expected to grow between 15 and 30 percent in the second quarter, and the Valley’s unemployment rate is generally double that of the rest of the nation. In addition, the region’s recovery is expected to be a
bit slower than the nationwide rebound due to the less-developed structure of its labor markets. Categories of employment in the Valley that have been hit the hardest by the pandemic include leisure, hospitality and retail services, while education and health services have been impacted the least. In addition, the Valley’s agcentric sectors are impacted less than other categories of employment. Projections point to a recovery with an annualized growth of 1.05 percent in total employment from the second half of 2020 to the first half of 2021, falling behind the Valley’s typical growth of 1.19 percent. However, projections also anticipate that from the second half of 2021 to the second half of 2022, total employment will exceed typical growth at an average rate of 1.26 percent. Despite having anticipated a quick, “V-shaped” recovery curve in March, Soydemir said he now anticipates the Valley economy’s rebound to resemble a slower, “Ushaped” curve if the public continues to reject mask mandates. “That’s what’s critical. If everyone does what they’re supposed to do as individuals, I think this recovery is going to take place at a faster pace,” he said. “I keep saying this over and over again: we have to be smart about this. The economy depends on us and how we respond to the virus.”
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JULY 2020
IN PROFILE
Victorian era ice cream parlor coming to downtown Ripon BY VINCE REMBULAT 209 Business Journal
Monica ‘Moe’ Willey had long dreamed of opening an ice cream parlor. Not just any old parlor but rather one that harkens back memories of yesteryear. Ice Cream Emporium at 120 W. Main St. in downtown Ripon will soon be a reality. Once it opens – tentatively scheduled for mid-July – the new business will have the look of the Victorian era and the feel of an old school-type ice cream parlor from the 1920s and 30s. She took over the spot formerly occupied by Burgess Baking Company. “When Jimmie (Burgess) announced that she was retiring, we jumped at taking over (the space),” Willey said. She and her husband Bob are the owners of Pizza Plus, located two doors away from the old bakery. “Even though it wasn’t next door, we needed the side space for Pizza Plus,” said Moe Willey. The family – included are Bob and Moe’s three children, Katie, 20, Jeremiah, 18, and Hannah, 16 – is also involved with Gold Dust Pizza parlors located in Oakdale, Copperopolis, and Sutter Creek. Ripon is home to the Willeys, who opened Pizza Plus in 1984. Jeremiah Willey, who played center for the state football Ripon High Indians, helps out at the local pizzeria and
Katie will be involved in the ice cream parlor. “We rebuilt the front counter and added (gold) corbels that we purchased from back east to give it that Victorian era look,” she said. The countertop will be redone in quartzite – “It looks like ice,” she said, describing the countertop – while all the lamp fixtures will be replicas from the late 1800s. The product will be the true test. Ice Cream Emporium will feature gourmet ice cream out of San Francisco. Included will be 42 flavors with six vegan options – part of that will be soy milk for shakes or malts. “We will have a variety of custom sundaes along with milkshakes and malts made with real ice cream,” Moe Willey said. “We’ll have tons and tons of toppings and, unique to Ripon, mini (Dutch) stroopwafel.” Ice Cream Emporium will offer coffees and teas but ice cream will be the main focus. Speaking of ice cream, the Grand Emporium, according to Willey, will be the featured attraction on the menu. Included will be 15 scoops of ice cream with choice of toppings coupled with three chocolate Belgium wafers. Moe Willey is hoping that her Ice Cream Emporium will be another reason for folks to visit downtown Ripon.
VINCE REMBULAT/209 BUSINESS JOURNAL
Ice Cream Emporium is tentatively scheduled to open in mid-July in downtown Ripon. Located at 120 W. Main St., the new business will take over the space previously occupied by Burgess Baking Company.
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209 BUSINESS JOURNAL
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IN PROFILE
Restaurateur finds new beginning with Italian-American eatery BY ANGELINA MARTIN 209 Business Journal
Walter Bebla is no stranger to the restaurant industry, having owned and managed several establishments in New York City since 1980. Still, nothing could have prepared him for opening his latest business endeavor in the middle of a pandemic. After 10 months of hard work, Bebla opened the doors to Crostini Restaurant on July 1 — the same day California once again restricted indoor dining. “As soon as we opened, we got cut off,” he said. “I said, ‘Oh my God. What a bummer.’ I spent so much money and bought so much stuff, but we have to deal with it just like everybody else who’s hurting right now.” While Crostini Restau-
rant is going through trials similar to other eating establishments during the coronavirus pandemic, their menu is anything but. The Italian-American restaurant features an eclectic menu of dishes, from chicken parmigiana and eggplant Milanese to quesadillas and hot wings. There are a wide variety of breakfast options as well, and lunchtime diners can indulge in a Crostini sandwich, which is an openfaced panini. While Bebla considers his made-from-scratch sauces to be the restaurant’s specialty, the location is also unique in that it offers a full-service Peet’s Coffee bar. On the other side of the restaurant, a bar stocked with alcohol ensures that patrons will be pleased no matter what
Crostini Restaurant Location: 811 W. Hawkeye Ave., Turlock Hours: 7 a.m. to 10 p.m. Sunday through Thursday, 7 a.m. to midnight Friday and Saturday Contact information: 209-632-3665 Specialty: House-made sauces
ANGELINA MARTIN/209 BUSINESS JOURNAL
Walter Bebla opened his Italian-American eatery Crostini Restaurant on July 1, just as indoor dining restrictions returned.
their preferred drink is. “Whether someone wants a glass of wine or a cup of coffee, we can accommodate that,” Bebla said. A self-proclaimed “jack of all trades but master of none,” Bebla also built the restaurant’s bar himself, in addition to the coun-
tertops filled with freshbaked desserts and cabinetry throughout the space. He hopes that one day, when COVID-19 restrictions are lifted, students will come in to utilize the free Wi-Fi while they do their homework and that Crostini Restaurant serves as a gathering place for the
community like the show “Cheers.” After quite a few years away from the restaurant business, he’s glad to be back in the game since moving to Turlock about a decade ago. “This morning I was telling myself, ‘You are absolutely crazy to go back into it,’ but
I’m at the age where I either retire and sit around doing nothing or have a place I can come in and socialize,” Bebla said. “I want Turlock to come to my place and treat it like their own place. This was built for the community, not for me. I want people to walk in and become family.”
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JULY 2020
IN PROFILE
Oakdale daycare celebrates 30 years DJ Frank G Virtually entertains the 209 BROOKE CHAU
VIRGINIA STILL
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When it comes to community, childcare, and fun, Janice Ramos could be considered somewhat of an expert. Ramos celebrates 30 years of her Oakdale daycare, Jan’s Playland, this summer. Ramos actually started her daycare business in San Jose in 1976. Fourteen years later, she moved to the Cowboy Capital of the World where she continued her daycare business. Ramos has been heavily involved in the Oakdale community since the minute she arrived. She was the co-owner of Oakdale Sports, a local sports store, with her sister Shirley Willis in 1991. For 16 years, she sat on the board for the Oakdale Youth Softball Association. In her spare time, she’s usually found golfing at the Oakdale Golf and Country Club where she has been a member for over 20 years. “I have taken care of over 640 children, I want them to leave here with respect, manners and memories,� Ramos said on reflection of her 30 years in the community. The children that attend Jan’s Playland also often leave with friends that they will have forever.
Music plays a key role in many important moments of our lives. Frank Gallardo, professionally known as DJ Frank G, with the Exclusive DJ Company, has shared his love of music and for almost 20 years, entertaining people at a variety of events including house parties, weddings, clubs, birthdays, family reunions and corporate events. DJ Frank G was in a break dance crew in the early 1980s where his love for music grew. As he was following the music and saw there were DJs that would play a continuous mix and add their own spin to a record, it intrigued him. “When I found out that was the art of a DJ, I fell in love with that,� said Gallardo. “The fact that they provided music for dancing and entertainment was a bonus.� In 1987 at a high school party, Gallardo and other inspiring DJs pieced together a system with speakers, turntables and a mixer to entertain the party goers. This was his first gig which led to many
BROOKE CHAU/209 BUSINESS JOURNAL
Jan’s Playland Daycare has been in business for 30 years in Oakdale and some 44 years total. Owner Janice Ramos has taken care of over 640 children and has no plans to retire anytime soon.
“I started coming to Jani’s at six months old and now I am about to start third grade at Sierra View Elementary,� said Mette Willms. Word of mouth is what has helped Ramos stay in business. Although she has had a waiting list for several years, she does not have any openings at the moment. “People know me and my heart,� said Ramos. “I am now watching my daycare kids’ kids. I have family
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generations that enter my home for daycare.� The children that attend Jan’s Playland enjoy the benefits of establishing lasting friendships and having another place to call home. “Jani’s house is fun because we listen to music, play outside with friends and take naps,� laughed six-year-old Thea Pattison. “Jani is like a grandma to me.� While there are many op-
more and the creation of his own business. His goal after high school was to become a radio DJ. After spending some time at Delta College in Broadcast Journalism he got an opportunity to work for KWIN radio. He spent about three years with KWIN and in order for promotion as a radio DJ he would have to move to a bigger market. However, he was starting a family and decided to pursue other career options as well as DJ-ing at local clubs, which led to other events as well as weddings.
As DJ Frank G started making a name for himself and people started requesting his services on a regular basis, in 2001 he decided to open his own business: The Exclusive DJ Company. “The wedding industry for me is what I needed to get into in order to be making it as a DJ,� added Gallardo. “All the small gigs don’t really pay the bills. It is more weddings and other corporate gigs where the financial stability is at, in this region anyway.� SEE DJ, PAGE 5
SEE DAYCARE, PAGE 5
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IN PROFILE
DJ
FROM PAGE 4 In the beginning he was the sole employee and would travel wherever he needed to from Fresno to Red Bluff, San Francisco to Napa and everywhere in between. After a while he realized that he needed to keep his market closer to home and build his business locally. For the most part he now stays in the 209 which he expressed keeps him really busy but there is less stress. Gallardo explained that there is a lot more to being a DJ than playing music. The preparation, set up, engaging the audience, having the right playlist and being able to read the crowd are also key. “Sometimes the playlist that they think is going to be great for their wedding turns out to be a flop and you still have to entertain the people and make decisions of what the right music is to play to keep them entertained,” said Gallardo. “That is something, unfortunately, a lot of DJs don’t have is the experience and the knowledge of different styles of music and the party isn’t as great as it could’ve been if they were a little more selective and had more options to offer.” Along with the special events Gallardo had a few regular gigs like the Mo-
DAYCARE
FROM PAGE 4
tions for childcare in and around Oakdale, Ramos feels what helps to set her apart is the bond that she
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town Party every Thursday on the rooftop at Bella Vista in Stockton. The soul, funk and R&B vibe on the rooftop along with the diverse crowd in a wide age range was one of his favorite things to do at the time. Each year he throws a New Year’s Eve party and a Halloween bash called “Freak Night” in Stockton that brings crowds of people out for a night of amusement. Then COVID-19 hit and shut everything down. The social distancing order came into effect along with the shelter in place. This order closed all bars, clubs and shut down gatherings including weddings. The uncertainty the pandemic brought has been cause for concern for many, including DJ Frank G who has had several cancelations and reschedules for next year. Fortunately for him, he has been able to get by and has been staying positive, taking an occasional music production course online to stay creative and enhance his skillset. With his love of music and entertaining, DJ Frank G has been using social media as many other artists and performers during these times have done with virtual concerts online. The live sessions range from about 40 minutes to an hour depending on how long the platform like Facebook or Instagram allows.
People are able to make requests and basically have a professional DJ entertain them at home right from their phones, tablets or computers. With people commenting and throwing out emoji’s it is nowhere near the same as having a live audience but the interaction and connections are still made. Although DJ Frank G is not a huge fan of being on camera he has MKT-5894I-A adjusted well and draws a crowd online as more peo-MKT-5894I-A MKT-5894J-A ple join the dance party. He keeps the music going, MKT-5894I-A bringing a party vibe on a Friday night right to your own home. “The live aspect in that regard makes it different, plus the DJ’s personality and his vibe can set the tone of the party,” expressed Gallardo. “You’ve got to be able to talk and engage and create a vibe. You have to be very observant. So, you can’t have your face stuck in your computer screen the whole time during a live show.” During these unprecedented times people are trying to stay connected to others and still have fun in creative ways. DJ Frank G has no plans for stopping or closing; he said as things change during the course of the pandemic, he will adapt to the times whatever that may be, keeping his focus on his passion for music and entertainment.
keeps with the children once they grow older. Jan’s Playland is open from 7 a.m. to 5:30 p.m. Monday through Friday at 229 Pinkston Ave., in the heart of Oakdale. Ramos said she has no plans of re-
tiring and looks forward to watching her daycare kids grow up and have children of their own. “These kids are the future of Oakdale,” said Ramos. “Thirty years is a long time, but I am not stopping.”
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OPINION
Vol. 5 No. 7 ■ July 2020
When you come out of the storm you won’t be the same person that walked in. That’s what the storm is all about.
PUBLISHER Hank Vander Veen
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Three ways a digital marketing agency can supercharge your revenue Digital marketing offers amazing potential for businesses to expand their sales funnel and increase revenue. However, digital marketing strategies evolve rapidly, and keeping up on the best new platforms can pose quite a challenge for senior managers who need to oversee the entire business. The most effective digital marketing campaigns are often produced by a solid, trusted relationship between a smart business leader and an outside digital marketing agency that brings in technical domain expertise from a broad range of industries. Sometimes executives feel that inexperienced employers can adequately manage their digital advertising and marketing initiatives, only to find out too late that a sub-optimal tool was purchased or that much of the ad budget was ineffective. As my friend says, “If you think it’s expensive to hire a professional, wait ‘til you hire an amateur.” There are so many affordable new tech tools out in the world that your business could benefit from, but how do you know which tech to pick? A good digital marketing agency will stay up on the latest tools and trends available, and how to use them correctly. A digital marketing agency stays current on all of the latest tools that businesses can utilize
RYAN DZIADOSZ TAKAPA
to increase sales and revenue. There are some newer forms of tech out there that are affordable and show amazing potential for your business. Here are three ways that using a digital marketing agency can supercharge your revenue: Geo fencing uses GPS to target potential customers around your physical business location. If you’re a restaurant in a downtown location, you can send lunch specials at 10:30 a.m. to folks in a radius around you on their cell phones. If you’re a store, send your deals to people within your vicinity so they’ll stop on by and check out your sale. Target that ideal customer by age, income or interests. Geo fencing is something that can be a challenge to set up and also needs constant tweaking. Work with a digital marketing agency to get geo fencing running at an optimal level for your business. Creating an app can provide many benefits for a business, but developing a custom app from the ground up remains fairly expensive. Progressive web apps (PWAs), however, are a cost-effective tool that takes
your existing web site and converts it into an app-like style that can then be found in an Apple’s App Store or Google Play. Many digital marketing agencies can quickly build your business a PWA, which allows potential customers to access your company’s online functionality without going through the trouble of downloading a new app. Make sure you have them compare costs of a PWA versus a traditional built from the ground up app. Finally, chatbots have come a long way. The annoying, obviously not-a-real-person chatbot experience of yesterday has turned into the smooth, artificial intelligence-based sales or customer service solution of today. Rapid improvements in AI have made chatbots more reliable and user friendly, delivering substantial cost savings. Chatbots provide information and advice about your business day and night, and can be used to turn an information-seeking person into a paying customer. They can also transition a customer over to a live person at the times and parameters that you control. Using a digital marketing agency will definitely help you navigate the chatbot waters and make sure your organization implements the best technology solution based on your goals and budget. These are just three examples
of an ever-changing tech world. Digital marketing’s benefit is that it is a very targetable marketing tool to increase sales with great metrics on the back end. Tech, however, can be complex, time-consuming and can quickly burn through your advertising budget if your team is inexperienced. Don’t make the same mistakes that others have. Partnering with a top-notch digital marketing agency to develop and execute a solid strategy is key to supercharging your revenue. Ryan Dziadosz founded award-winning Takapa as a part-time side business in 2012 and has turned it into a fullservice media company with employees in three states. Ryan is passionate about The Central Valley. He has served as co-chair of the Measure S Campaign, which was successful in re-authorizing the Stanislaus County Library System for twelve more years. He has served on the Board of Directors for Playhouse Merced, and the Board of Trustees for The Gallo Center. Ryan is proud to be advising Bay Valley Tech and their mission to bring high-paying tech jobs to the Central Valley. Ryan is a passionate Rotarian. He is very excited to serve as President of the 100-year-old Modesto Rotary Club in July of 2020.
DIGITAL Frankie Tovar Rich Matheson
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Buying a business in troubled times “My wife and I are looking to buy a small business. “We were looking for a very specific type of business, but we’re a little nervous because there’s a good chance the business model will be affected by Covid-19 and any future economic shutdowns. “We’ve found a fairly healthy business in our area. The seller is willing to sell, and acknowledges our concerns, but insists that the purchase price be based on his annual gross sales for the past year. While that would be fair in a normal environment, we’re concerned that sales for the next couple of years will be significantly lower because of the impact of Covid-19 and related government shutdowns. “No one can predict the future, and we don’t want to deny this seller the opportunity to get a return on the last 10 years he has spent building this business. But we don’t want to buy at the ‘top of the market’ if this business model is destined to collapse in the near future.” Normally, the purchase price of a business is based on the business’s past performance. Usually, it’s a multiple of the seller’s average gross sales or pretax earnings over a number of years. The first
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CLIFF ENNICO CREATORS SYNDICATE
thing you should do is look at this seller’s gross sales over the last five years (the “go-go” years of 2018 and 2019 probably distorted his results, so you need to look back over a longer period). Do a quick arithmetic average of his gross sales over the five-year period. If the average is significantly lower than his gross sales last year, then the purchase price is not reasonable, COVID-19 or not. Assuming his quoted purchase price is reasonable, you will need to factor in the risk of another government shutdown. It will be almost impossible to quantify that risk, so the best you can do is make the seller share that risk with you. Under no circumstances should you pay for this business in all cash. You should insist that the seller accept at least 25% to 30% of the purchase price in monthly installments over the next two to three years, with interest at a commercial rate (currently about 5% to 6% per annum). If the seller is agreeable to that, then you need
to limit your downside risk. The most common way to do that is to put a “ratchet clause” in the contract of sale allowing you to reduce the portion of the purchase price you pay over time in the event COVID-19 — or, indeed, any change that is beyond your control (such as racial unrest in your community) — reduces your gross sales or squeezes your profits. First, you would figure out what the seller’s average gross sales were for the past three to five years. Then, you and the seller would agree that if your average gross sales fall below 90% of that monthly average for three consecutive “rolling” months due to circumstances “beyond your reasonable control,” you can reduce the balance due to the seller dollar for dollar by the amount of the shortfall each month for as long as the situation continues. You are still stuck with a potentially losing business, but the seller is sharing the pain with you by seeing the outstanding portion of his purchase price get lower and lower each month. What happens, though, if the business suffers a revenue loss due to your own incompetence in running the business? ReSEE ENNICO, PAGE 11
No changes CLOTHING STORE
COFFEE & BAKERY
TOYS COVID-19 customer communications
New target markets
OPEN
Changing business model
New products and services
*SCORE surveyed pre-startups and startups in early June 2020. �
Adding telephone appointments
**We also surveyed them in April 2020.
Enhancements to online store
Number of employees
Delivery and pick-up options
0%
5%
10%
15%
20%
25%
Many startups are providing employees with PPE and flexible work schedules.
6-10 11-20
What changes have you made with your employees or contractors? (check all that apply)
Industry
Protective equipment (PPE)
Professional & Business Services Retail & Wholesale Trade
Revised employee policies
Health Care & Social Assistance Restaurants & Food Services
No changes
Arts, Entertainment & Recreation Real estate, Rental & Leasing
Teleworking
Personal Services Construction
Employee health screening
Nonprofit, Public & Professional Organizations Home Maintenance Services
Cross-training in case workers are absent
Technical & Scientific Services Agriculture, Farming, Fishing & Hunting
Staggered schedules
Education/Day Care Manufacturing & Industrial Banking, Finance & Insurance
Accommodations for at-risk employees
Hotels & Accommodations
0%
Transportation & Warehousing
5%
10%
15%
20%
25%
30%
35%
40%
45%
Travel
0%
5%
10%
15%
20%
25%
They are cleaning more and adjusting spaces and hours.
More startups have received outside financial help than government aid in the past three months.
What changes have you made with your operations? (check all that apply)
Since March 15, 2020, have you received any of the following non-government help? (check all that apply)
No changes Delays for existing loan payments
Deep cleaning
New loans
Limited number of customers
Improved payment terms from vendors
Changed physical space
Support from crowdfunding or other community requests
Adjusted business hours
Expanded lines of credit
0%
5%
10%
15%
20%
June
25%
30%
35%
Consulted with insurance and lawyers to protect against lawsuits
April
Found additional suppliers as backup
Only 20% of startups applied for the PPP, and half received some portion. Did you apply for the Paycheck Protection Program (PPP)?
0%
Did not receive PPP
80
80 Did not apply
60
60 40
20
20
0
0
15%
20%
25%
30%
Received full amount requested
www.score.org *Data from a SCORE survey conducted from May 27 – June 10, 2020. 664 business owners responded with 196 respondents identified as thinking of starting a business or in their first year of business ownership. **View results of our April 2020 survey HERE.
Startups are creatively seeking new target markets, business models and products/services. What changes have you made with your marketing? (check all that apply) No changes
COVID-19 customer communications
Subscribe on New target markets
Changing business model
New products and services
Adding telephone appointments
Enhancements to online store
Delivery and pick-up options
0%
5%
10%
15%
20%
25%
30%
35%
Many startups are providing employees with PPE and flexible work schedules. What changes have you made with your employees or contractors? (check all that apply) Protective equipment (PPE) Revised employee policies No changes
Teleworking Employee health screening Cross-training in case workers are absent Staggered schedules Accommodations for at-risk employees 0%
5%
10%
35%
Received partial amount requested
Applied 40
10%
Work with a SCORE mentor, and visit our Small Business Resilience Hub.
100
100
5%
15%
20%
25%
30%
35%
40%
45%
STUDIO209.TV
They are cleaning more and adjusting spaces and hours.
Premier Medical, Surgical and Cosmetic Dermatology Services
Deep cleaning
Limited number of customers Changed physical space Adjusted business hours
Consulted with insurance and lawyers to protect against lawsuits Found additional suppliers as backup 0%
5%
Meridian Professional Center 1660 West Yosemite #4 Manteca, CA
10%
15%
20%
25%
30%
35%
40%
45%
While you may be facing uncertainty, there is one thing you can be certain of: SCORE is here for you. Work with a SCORE mentor, and visit our Small Business Resilience Hub.
www.score.org
Your Answer for Skin Cancer
209-665-3202 www.GladstoneClinic.com
*Data from a SCORE survey conducted from May 27 – June 10, 2020. 664 business owners responded with 196 respondents identified as thinking of starting a business or in their first year of business ownership. **View results of our April 2020 survey HERE.
Board Certified Dermatologist; Fellowship trained Mohs & Reconstructive Surgeon Former Director, Dermatologic Surgery & Professor, Stanford University Skin Cancer, Mohs Surgery, Cosmetic Surgery
40%
While you may be facing uncertainty, there is one thing you can be certain of: SCORE is here for you.
Were you approved for the amount requested?
No changes
Hayes B. Gladstone, MD
35%
2-5
What changes have you made with your operations? (check all that apply)
Announcing the Opening of the Gladstone Clinic
30%
Only Owner
Ron Bedford, NP-C
Twelve Years Experience Medical, Surgical and Cosmetic Dermatology Specializing in all types of rashes and skin conditions
Welcoming New Patients | Same Week Appointments | Some Same Day Appointments Call Now for an Appointment and Enjoy Healthier Skin! Open Monday through Friday 8 am - 5 pm, Most insurances accepted.
45%
209 BUSINESS JOURNAL
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NEWS
Important Components for An Effective Small Business Marketing Strategy
I
t doesn’t matter whether your small business has been around for years or has expanded to multiple locations. What every entrepreneur and business owner must understand is that every small business needs a solid strategy in order to be successful. Statistics show that there are 30.7 million small businesses in the USA. However, we can also see that more than 50% of them fail in the first year — and more than 95% of small startups fail in the first five years. Do you have any idea why this is the case? It goes without saying that marketing is one of the crucial parts of any small business. Having a solid and effective small business marketing strategy can often be the difference between failure and success. If you are in the process of starting a new business (or re-starting thanks to COVID), let’s go through some of the basic marketing principles you will need in order to set the stage for growth. Below, we are listing our guide with actionable ideas that you can use in your marketing strategy. WHAT IS A MARKETING STRATEGY – AND HOW CAN IT HELP YOU? According to Investopedia, a marketing strategy is the game plan that your business needs to have in order to attract prospective customers and turn them into loyal ones. Obviously, the marketing strategy is divided into many key components. These comprise the company’s value proposition, its key brand messaging, the data on the target consumer demographics and other high-level elements. Ideally, a small business marketing strategy should help you narrow down your target audience, articulate the value you deliver and lay out your pricing strategy based on your analysis, budget and planning. If you have officially launched your small business, you need to know what the foundational next steps are in order to thrive — at least in the digital marketing world. • Website • Content marketing • Social media marketing • Understanding Of SEO • Conversion Tools NOW, LET’S TALK ABOUT THESE IN DETAIL. 1. A Professional-Looking Website Having a website is not a nice to have — it’s a must have.
It is the portal that works 24/7, can be accessed by anyone from anywhere, showing what you offer, where you are and how a potential customer can get in touch with you. A website takes you to a global marketplace. A website is more than just a digital doorway for new customers. Hence, it is one of the first things you need to set up prior to launching (or relaunching) your small business. 2. Content Marketing Plan Once you launch your website, you need to start creating content. Now, this is usually one of the trickiest parts for marketing your small business. Owners either don’t have the time to create new content – or don’t know how to. The truth is, content is a primary component that can help you differentiate your business. You can add callto-action posts for visitors to subscribe to your blog and build your email database. This way, you can start collecting leads and offer your potential customers a way to receive information (even if they are not ready to buy anything from you yet). 3. Social Media Marketing In times when more than 90% of adults are online and nearly the same amount of them use social media, there is no excuse to not use social media marketing for your business. Being present on Facebook, Instagram, Twitter and LinkedIn can help your business get found by your target audience. Since it has the “socialize and connect” attitude, social media is also a powerful business tool for increasing your traffic, improving your rankings and engaging with interested customers — ultimately leading to sales conversions. 4. Understanding Of SEO If you are new to search engine optimization (SEO), you should know that it is another must-have
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for your small business marketing strategy. Basically, SEO is the process of generating big results from search engines – and making sure that you are following all the rules that can help you rank higher on Google, Bing, Yahoo and other search engine providers. You can have a beautiful and functional website, but if you don’t have the components of SEO you’ll never be found online. Since it is a huge topic that cannot be summed up in a short article like this, we recommend reading more about SEO and finding guides on websites like MOZ, Search Engine Land and others. 5. Conversion Tools & Analytics Last but not the least are conversion tools. They help with generating leads or customers from your website. It’s simple – whenever a potential customer lands on your website, you need to offer them a way to subscribe to more posts or even leave their email for your newsletter. This is what conversion tools are used for and how they can help you optimize your website and use it to drive leads. On a side note, connecting your website with Google Analytics can help you see how many people visited it in any specific period, how long they stayed and which pages they read. All of this lets you focus on revamping your small business marketing strategy and making sure you are targeting the right customers. Hire A Professional Digital Marketing Agency – And Start Seeing Results If all of this sounds like a lot to you, there is always the Plan B – where you can hire a professional digital marketing agency and let them work on expanding your online presence, writing your content, attracting new users to your website and running your social media ads and posts. Beth Devine is one of the most sought-after and wellrespected marketing experts in the Central Valley. She is the Founder and Principal of Devine Solutions Group, an award-winning digital marketing and business development agency conveniently located in Tracy, CA. You can connect with Beth by either calling 833-933-8463 or email her at beth@devinesolutionsgroup.com.
Servicing & Repairing 2019
2020
Foreign and Domestic Vehicles Including European HOURS
MON. - FRI. 9:00 - 5:00
OPEN 5 DAYS A WEEK!
2325 W. Yosemite Ave.
(Between Airport Way & McKinley)
(209) 239-8900
209 BUSINESS JOURNAL
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JULY 2020
ACCOLADES
PROMOTIONS, APPOINTMENTS, HONORS, ETC. Oakdale Chamber Of Commerce introduces new CEO
The Oakdale Chamber of Commerce decided that a familiar face was best for their newest leadership position. From the start of COVID-19’s impact, Membership Trisha K. Brown Director Trisha K. Brown has been contacting members and organizations affiliated with the Chamber and has a good understanding of the Chamber’s mission. Now, she is preparing to move up and into the role of the Chamber’s Chief Executive Officer as longtime CEO Mary Guardiola retires. “The CEO is basically the director and lead of pushing our main mission to unite the community, maintain the quality of Oakdale, enhance tourism …” Brown explained, among other details. As the Chief Executive Officer for the Chamber, she’ll be helping organizations better utilize their memberships and tailor more towards their needs. Brown joined the Chamber of Commerce as the Membership Director/Administrative Assistant in 2014. She currently has an associate and bachelor’s degree in Business Administration, with seven years of experience in management at Starbucks and 10 years of management at Taco Bell. Essentially, Brown’s position at the Chamber helps her aid local organizations and she’s not unfamiliar with what it takes to help run a business from the inside. She has been part of the Western Association of Chamber Executives, led seminars, and, on a local level, implemented a new structure of membership to the Oakdale Chamber of Commerce. Instead of organizations getting a membership based on number of employees, they can now pick a level of tiership that helps suit their individual organization better. “We are fortunate to have someone of Trisha Brown’s caliber and experience
step up to lead the Chamber,” said Ed Viohl, Chamber of Commerce Board President. “We are at a critical time in our community and we need renewed leadership to successfully navigate the pandemic, and be a resource for our members. Brown understands our community, members and our strategy to move forward. Brown is a visionary with a proven track record of execution. She is a strong communicator who is customer focused with deep leadership capabilities. Furthermore, as a current employee, she has a solid understanding of our challenges and goals.” “I am honored and excited to lead the Oakdale Chamber. I believe the Chamber is a great asset to our community and members, and I look forward to continuing its success,” Brown said.
County Assistant CEO Keith Boggs retires after nearly 30 years of service
Stanislaus County Assistant Executive Officer Keith Boggs retired from his longheld position on June 23. Boggs was hired in 1991 as an Eligibility Worker I in the Community Services Agency focusing on all aspects of case management. By 1996, Boggs was promoted into the Chief Executive office to the position of Assistant Management Consultant. His career at the County has included multiple departments and titles to include; Interim Animal Services Director, Senior Management Consultant, Interim Public Information Officer, Deputy Executive Officer, General Services Agency Director and Assistant Executive Officer. Several key projects and initiatives have served as hallmark efforts throughout Boggs’ tenure at the County, including the Crows Landing Naval Air Base, the Westside Healthcare Advisory Task Force, Connecting Stanislaus – Digital Divide strategies, Facilities Fees developments, Stanislaus County Regional Tourism Roundtable, Earl Pride Scholarship Committee and the creator of the long-standing County Youth Mentoring Program. His significant recognitions include a SEE ACCOLADES, PAGE 11
Agribusiness and Farm Insurance Employee Health & Benefits Commercial Business Insurance Workers’ Compensation Home & Auto Insurance Coffee, lots of coffee
-TeamWisg
www.wisg.com
| 209-667-0995 |
Lic. #0596517
209 BUSINESS JOURNAL
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ENNICO
FROM PAGE 8
ACCOLADES
FROM PAGE 10
Technology Fellowship from the Community Technology Foundation, a Jean & Clyde Dunlap Literacy Award Recipient, the 28th Annual Dale Butler Equal Rights Award Recipient, the California State Association of Counties Challenge Award for the County Youth Mentoring Program, Stanislaus County Effective Partnership Award and the Great Valley Bookfest Literary Hero Award. “Keith has brought an unwavering level of energy and passion to our organization,” said County Chief Executive Officer Jody Hayes. “His dedication to building a better community remains as strong today as it was the first day he began County service, and we wish him the very best on his new adventure.” Boggs will remain connected to the County through an ongoing assignment to guide the future vision of the Crows Landing Industrial Business Park. The County will welcome former Hughson City Manager Raul Mendez this month to begin the transition into Assistant CEO, assuming responsibility for Boggs’ assignments.
Two UC Merced Students Receive $15,000 Livermore Lab Foundation Scholarships Two rising seniors at the University of
California, Merced have each been awarded one-year scholarships by the Livermore Lab Foundation. The $15,000 scholarships include the opportunity to participate in Lawrence Livermore National Laboratory’s Data Science Summer Institute as well as an internship at the Lab throughout the academic year. The UC Merced student recipients are Jose GarciaEsparza of Clovis, who is studying computer science and engineering and Teagan ZuniJose Garcia-Esparza ga, a political science major from Modesto. Their scholarships will support both educational and living expenses for the students, allowing them to focus on their studies, the Teegan Zuniga LLNL internship and post-graduation prep. Both students began their new internships on May 26. “We were delighted to award these firstever UC Merced scholarships to two very worthy students, “said Dona Crawford, chair of the Livermore Lab Foundation. “Both Jose and Teagan have been inter-
ested in STEM-related programs and specifically data science and its real-world applications for several years. They are great role models for our future generation of scientists and engineers.” “The academic distinction and research excellence that are the hallmarks of UC Merced are on display through this exciting partnership with the Livermore Lab Foundation and Lawrence Livermore National Laboratory,” said Executive Vice Chancellor and Provost Gregg Camfield. “We are excited to further our involvement with both organizations and for the experiential learning opportunities this affords to Teagan and Jose and future UC Merced students.” This is the second year the Livermore Lab Foundation has awarded one-year scholarships to local university undergraduate students. Alan Noun, a Modesto resident attending Cal State East Bay, was the first recipient in 2019. Noun graduated in May 2020 and plans to become a software developer. “Our Foundation is establishing strong relationships with both UC Merced and Cal State East Bay,” noted Crawford. “We will continue to identify opportunities that ‘open the door’ to the future for all who are interested in STEM in the greater Bay Area and Central Valley. We appreciate the strong new partnership with UC Merced and wish both Jose and Teagan the very best as they start their senior year.”
ducing the purchase price dollar for dollar in that situation allows you to profit from your own lack of business skills, which the seller won’t tolerate. As Shakespeare would say, “Ay, there’s the rub.” Your attorney will need to draft the ratchet clause very carefully and provide for informal but binding third-party mediation if there’s a dispute down the road over whether the business downturn is your fault or the government’s. Another but less common way to protect yourself against future risk is to insist that the seller guarantee your monthly revenue for a period of time after the business changes hands (usually one year). You would hold back a portion of the purchase price (10% to 20% is customary) and deposit it in a no-interest escrow account. Then, if your actual monthly gross sales during the next year fall below the agreedupon threshold, you simply withdraw the shortfall amount from the escrow deposit. At the end of the one-year period, the seller gets whatever is left in the account. The seller won’t be wild about either option, but if he has a brain, he probably recognizes the risk and will accept the fact that it may be a lot harder to sell this business two or three years from now — when the full impact of the health care-law changes are known — than it is today.
Take another look at Farm Supply. Original Logo in 1949
With the ups and downs in Agricultural, it’s good to have a company you can count on that has your success as their #1 priority. Throughout the years you have know Farm Supply as the local Farmer Owned Cooperative that supports the community, sells quality products, and has outstanding service. Well we have grown, have national relationships, and new energy.
Supporting FFA for over 70 years, Stanislaus Farm Supply salutes the great job FFA does developing our future leaders.
We can compete with anyone on products, services, and value. So give Stanislaus Farm Supply another look - give us a call today!
Modesto
624 E. Service Rd. Modesto, CA 95358
(209) 538-7070
Merced
674 S. Highway 59 Merced, CA 95341
(209) 723-0704
Kerman 12800 W. Shields Kerman, CA 93630
(559) 474-4400
“We Take Care of The Farmer…Because We Are Owned by The Farmer”
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209 BUSINESS JOURNAL
JULY 2020