Working Women Magazine | Winter 2014 by Women's Network Australia

Working Women Women’s Network Australia

w w w.w o m e n s n e t w o r k . co m . a u

BUSINESS n SUCCESS n LIFE

WINTER 2014 AUD $8.75

Success is not on loan – you need some skin in the game

MONEY

Value and moral based investments are trending

INFLUENTIAL OPINIONS 5 ways to hit the blogger radar

Print Post Approved 100003825

HYPERLOCAL networking keeps it close to home

The great mobile device love affair DISCOVER TH E I NSI DE JOB TO HAPPI N ESS AN D SUCC ESS

Contents Tag Follow Post

Photos

Blog

Message

MARKETING

Media streaming

viral

Business

MARKETING

A lesson from the Oscars about creating content that goes viral

Designing women – DIY promotional flyers

The power of creating visual impact testimonials

Life

5 Tips for targeting bloggers

CARBON FOOTPRINT

TAKE IT ON Mobile – How to be found where your customers are looking

How to write copy that converts traffic into customers

Exhibiting for maximum return

SOCIALLY SPEAKING Boards walking the social media plank

BUSINESS STRATEGIES A soul goal will transform you and your business

Help your clients charge more

Top 8 tips for recycling e-waste

PRODUCTIVITY Buried in clutter? It’s never about the stuff The Greatness Principle™

Success

TRAVEL

UP FRONT

Shanghai – A shopping mecca

42 43

Her journey from offsider to senior partner

Ibiza – The party capital of Europe

Fashionista builds online empire

PROPERTY SMART

Escape leads entrepreneur to success

5 Top tips to make property buying easier

WORK + BALANCE

ON THE MONEY How do you make money out of shares?

Burnout makeover

BODY OF WORK

Happiness – The inside job to success

Employees – How to locate a star performer

NETWORKOLOGY 30

In Every Issue Simply Stated

In Brief

What We Like

OFFSHORE China is more than Shanghai and Beijing

EMPOWERMENT

HUMAN RESOURCES

Hyperlocal networking in an online world

RISKY BUSINESS

Off the Shelf

Reel Entertainment

Choose wisely who you end up in bed with

Classified Business Directory

Lessons from disaster zones

Advertising rates and deadlines

10 Top tips for a good night’s sleep

Do we really need to exercise?

DEADLIN

E: SPRING

ISSUE

Date Publication ory siness Direct Bu d Classifie g in ok Bo g rtisin Display Adve g in ok Bo Advertorial ial Material & Advertor Advertising e ag Authors Im Editorial &

20 Sep 2014 1 Aug, 2014 1 Aug, 2014 1 Aug, 2014

8 Aug, 2014 15 Jul, 2014

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SimplyStated If like me you’re over all the doom and gloom in the media and constant whining about the announcements contained in the Government’s recent budget, grab a coffee and relax with another awesomely inspiring issue of Working Women magazine. Be engaged by the amazing achievements of women in business and soak up the ideas and expertise shared by our contributors who are all Members of Women’s Network Australia.

knowledge on board they’ve all experienced rapid growth. All three have absolutely no intention on slowing down and each of them view Australia as a fertile and prosperous market in which dreams can be realised and entrepreneurs can make their mark. Most of the successful female entrepreneurs I’ve interviewed over the years have all shared common traits. And no they haven’t all been born into wealth, educated to the hilts or just plain lucky – but they have been focused and determined. They’ve also shared a high level of self-confidence, and a strong belief that in this lifetime anything is possible. More importantly when it comes to business they’re all comfortable with making their own decisions opposed to seeking the approval of others before progressing forward.

As always in this edition you’ll find a good dose of empowerment aimed at providing you with access to inspiring role models, information and resources that you can use to ensure you and your business have the best possible chance at achieving success. There’s that old saying that ‘You can’t be what you can’t see’ and so we embrace it as our mission to continue introducing our readers to women who we all admire for their tenacity and business excellence. In this issue we introduce you to three amazing role models who regardless of what’s happening in the economy have forged ahead with their career and business aspirations. They’ve successfully navigated the same business hurdles that we each come across and have done whatever was necessary to come out victorious. Fired up with passion and unstoppable entrepreneurial spirit they have dismissed the doom sayers and just got on with it. Needless to say with the right attitude, business skills and

Working Women

WORKING WOMEN® is a registered trade mark of Women’s Network Australia Pty Ltd

4 WORKING WOMEN® n Winter 2014

You’re still alive and breathing, so what’s this issue? If you’ve undertaken adequate market research, strategic planning and budgeted for your business idea or career move and it doesn’t pay off – that’s not a failure, it’s called a real life experience. It’s what makes life interesting, exciting and worth living. The first rule of business success in our book is to consciously make the decision to hang out with those who have a positive and inspired view towards business and life. Sure, not everything is going to go smoothly for you all the time, but it certainly beats sitting in the corner scared about the consequences of following your business dreams. Enjoy the read and get swept up in the power and inspiration between the pages.

Lynette Palmen AM Founder and Managing Director Women’s Network Australia

Let’s face it, what’s the worst that can happen if everything in business doesn’t go as planned?

Women’s Network Australia

FOUNDER AND EDITOR-IN-CHIEF Lynette Palmen AM lynette@womensnetwork.com.au NATIONAL ADVERTISING MANAGER Nikita Harris nikita@womensnetwork.com.au DESIGN Tricia Mahoney – Scarab Blue Design www.scarabblue.com.au COVER PHOTOGRAPHY Kerrin Smith – Photography | Film | Art www.kerrinsmith.com.au PUBLISHER Women’s Network Australia Pty Ltd ABN 66 010 793 727

Seeking approval from others is such a big road block for many women looking to reach their full potential. The fear of moving forward can be a paralysing experience and certainly not conducive to entrepreneurship. There is a lot to be said for questioning or ignoring the opinions of friends and family when they feel compelled to share that your business idea or next career step, which you’re brimming with excitement about, doesn’t have merit. The truth is, their own lack of confidence in you pulling it off, often says more about them then it does about you.

In this issue we introduce you to three amazing role models who regardless of what’s happening in the economy have forged ahead with their career and business aspirations. They’ve successfully navigated the same business hurdles that we each come across and have done whatever was necessary to come out victorious.

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CONTACT POSTAL PO Box 1723 Sunnybank Hills Q 4109 PHONE 1800 052 476 FAX + 61 (7) 3272 8111 WEB www.womensnetwork.com.au EMAIL magazine@womensnetwork.com.au

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Advertorial is accepted in all sections. A large, clear professional photograph must accompany all articles. Prices are available on application. Please call 1800 052 476.

DISCLAIMER

EDITORIAL

Women’s Network Australia is not responsible for any copyright infringements for images supplied by writers or advertisers.

Editorial submissions are accepted on the basis that the publisher may use the author’s name, comments and content for this publication and promotional purposes including electronic and print media. Authors waive all right to copyrights (if any).

Editorial is most welcome if it is of a newsworthy nature and accompanied by a good quality photograph. Articles should be directed towards our readership base of business and professional women. Women’s Network Australia has editing rights on all articles submitted.

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Materials and articles in this publication are general comment, not advice. The information is believed to be accurate and reliable but no responsibility is taken for any opinions expressed or for errors and omissions. Readers should not act on the basis of the material without taking professional advice relating to their particular circumstances.

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InBrief BIG business is not the be all and end all in Australia. The Australian Bureau of Statistics shows the most common business in Australia is a small company, employing few staff with a turnover of less than $200,000 a year. Surprisingly 60.8 per cent of businesses operating in Australia have no employees at all. THE UNIVERSITY of Melbourne has joined the Human Rights Commission’s anti-racism campaign, ‘Racism. It Stops with Me’. The University said it is committed to being a part of the nation-wide dialogue about how best to deal with racism. There are now 12 universities among the 230 major supporters for the campaign including the University of Western Australia, Monash University and the University of Sydney.

QUALIT Y loved o time with nes see ms to b diminis e h survey ing. A recent reveale d that m parents o s one hou pend less tha st n r a day time w o ith thei f quality r childr they ra en ce respon to fit in busin as sibilitie ess s, w all that is involv ork and e runnin g a hom d in e.

THERE is an emerging gap between the expectations of employees and employers, according to new research. The 2014 Adecco Employment Report found Australian businesses are mostly interested in providing education and training to their employees, despite the fact that staff are mostly after a better worklife balance. The research also found the main reason staff leave a business is for a better opportunity elsewhere (49 per cent), followed by salary (17 per cent). NEW Privacy Laws came into effect as of 12 March 2014. The big changes relate to how businesses handle, use, and store personal information and engage in direct marketing. These are the largest reforms to privacy law in more than 10 years. If your business is affected, you need to comply or face the legal consequences.

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ACCORDING to a Mortgage Choice money survey, men tend to save a larger portion of their regular income, with 32.6 per cent of males indicating they save between 16 per cent and 30 per cent of their monthly pay check. By comparison, 50.3 per cent of women save less than 15 per cent of their regular income.

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ONLINE courses are opening up higher-level education to people globally. Last year a Stanford basic robotics course was put online and taken by more than 22,000 people globally. The person who topped the course was a 13-yearold girl from Pakistan, who was later invited to attend the World Economic Forum in Davos.

A NATIONAL survey by the Australian Human Rights Commission measuring the prevalence of discrimination in the workplace related to pregnancy, parental leave and return to work has found that discrimination in the workplace against mothers is pervasive. One in two (49 per cent) of mothers reported experiencing discrimination in the workplace at some point. The discrimination was experienced in many different forms ranging from negative attitudes in the workplace through to dismissal. One in five (18 per cent) mothers indicated they were made redundant, dismissed, their job restructured, or that their contract was not renewed, either during their pregnancy, when they requested or took parental leave, or when they returned to work. BUSINESS is not as usual. The number of businesses operating in Australia has slumped to just under 2.1 million as at June 2013, a fall of 2.9 per cent according to recent data released by the Australian Bureau of Statistics. ECOMONIC development in China over recent decades has seen over 500 million people move from poverty to middle class. Over the next twenty years, the developing Chinese middle class with disposable income and a taste to spend is on track to create one billion well-off consumers. Australian business women need to start considering how they can tap into this extraordinary new market.

THOUSANDS of Australian workers are hunting for another job during work hours, according to research released today. The survey found that 52 per cent of respondents had looked for a new job during work hours – with one in ten saying they had been caught by their boss. Online job boards and professional networking services are thought to be responsible for this shift in behaviour. CHANEL designer Karl Lagerfeld has installed iPads in the change rooms of his new flagship London store so shoppers can take selfies while trying on clothes and send them to friends for a second opinion. Other high-end fashion labels, including Burberry are also embracing technology with interactive mirrors, however, Lagerfeld’s concept is believed to be a world first. PRIME Minister Tony Abbott has secured a long-sought free trade agreement with Japan, managing to negotiate lower import tariffs for key agricultural industries such as beef. The deal is considered the most significant advancement in the economic relationship between the Australian and Japan since the 1957 post-war trade pact. The deal is the second FTA to be successfully negotiated under the Abbott government, with a trade pact with South Korea already secured. Japan is currently Australia’s second largest export market and through the deal tariffs will be reduced or removed on 97 per cent of Australian exports to Japan.

ht be ng sites mig ONLINE dati hooking couples up for ng responsible nology is bei gether tech A to s. ip ce n sh o n t o u b aging relati m a t d n r ce fo blamed at 35 per as found th h d ey a h rv su er n new r part ns said thei ne, of Australia r smartpho ei th y b ed ct a ology tr n is d ch been rm of te me other fo so r . o te t a le m b ta g inti were gettin while they

SMALL BUSINESSES are more likely than large companies to hire and value working mothers, according to a new study. The study, conducted by workspace provider Negus, found 52 per cent of small businesses were planning on hiring working mothers in comparison with 43 per cent for larger companies. Winter 2014 n WORKING WOMEN® 5

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HER JOURNEY FROM

offsider to senior

partner

The finance industry can be seen to be focused on wealth creation, interest rates and funded debt, but for one woman in the industry, TRACY KEAREY, it is the human connection which brings her job alive.

In 1998, young mother Tracy Kearey faced a personal and financial crisis – she was 30, her marriage had broken down and she had a three-year-old daughter. Needing to look after them both she took a job at Aussie Home Loans as a personal assistant to finance broker Ian Cain. Despite no experience in the industry she soon became more than just Ian’s valuable offsider and was allowed to start writing home loans herself, something well outside a PA’s normal role. Two years later Ian and his colleague Mark Harris left Aussie Home Loans to set up a new company, Home Loan Connexion. Knowing how valuable Tracy was, Ian proposed that she go with them. “I was very nervous,” Tracy remembers. “I didn’t have a banking background and the only home loan systems I knew were those of Aussie. But I was a single mum and I had to earn a living. So, in retrospect and with not a lot of thought, I just jumped in. It turned out to be one of the best professional decisions of my life.” Home Loan Connexion was one of the then new breed of brokerages, operating like a cooperative, not a franchise. From the outset, its mission was straightforward and deceptively simple: to make the process of applying for a home loan as easy as possible. Tracy loved her work, surprising herself with how passionate she became about helping people get the mortgage they needed in order to buy the home they dreamt about. “I love ringing my clients and saying, ‘Congratulations, your finance is approved’. Their excitement becomes my excitement. I don’t care if the loan is big or small, my pleasure is seeing my clients so happy.” She quickly realised that the nuts and bolts of finance is not the exciting part of her career, 6 WORKING WOMEN® n Winter 2014

rather it is what her clients can achieve from having the right kind of finance in place. It enables them to plan for the future, set and achieve their life dreams and even assist with moving on to the next stage of their lives. When Tracy’s clients are going through a divorce, which frequently leaves even the toughest amongst us emotionally shaky, a financial knockback can often become the last straw. “Many men take this very badly, especially if they have recently lost their marriage, children and family home. I explain the lending process and reassure them that I am committed to exploring all financial avenues. I will often put it in terms of ‘starting the next chapter of their life’.” Tears are not uncommon, particularly if clients have been under money stress for a while. Because she had been so successful – becoming Home Loan Connexion’s number one broker and working on a range of special projects – in June 2013, Tracy organised a meeting with her directors. She was hoping simply to secure a higher rate of commission, but the conversation soon turned more serious and at the meeting’s end she was offered the opportunity to buy out one of the directors. Saying ‘yes’ she found herself in the curious position whereby her first mentor in the industry, Ian Cain, was now her business partner. Today, Tracy organises all kinds of finance: loan restructuring, business and commercial loans, and chattels loans, but her core business is home loans. Buying a home to live in is very emotional, so she spends a lot of time researching her client’s situation to get the best financial ‘fit’ for them and their lifestyle. While it is essential to be able to diplomatically manage people’s expectations, she is philosophical even about difficult customers: “Even an obnoxious client may simply be badly stressed”.

“I didn’t have a banking background and the only home loan systems I knew were those of Aussie. But I was a single mum and I had to earn a living. So, in retrospect and with not a lot of thought, I just jumped in. It turned out to be one of the best professional decisions of my life.” Tracy is certain that she could not have become so successful if she didn’t love what she does. When asked about the key qualities she needs at work, Tracy nominates “being good with people; if you don’t love people you can’t love this job” followed closely by patience and tenacity. These would seem to be female traits in abundance but, interestingly, Australian finance and mortgage brokers are still predominantly male. In the finance industry, female strengths may be undervalued but women bring a wealth of skills to this sector. Her advice? Use your particular strengths as a woman in your business, your so-called ‘emotionalism’ can work to your advantage, so don’t apologise for it. There is a particularly sweet note to Tracy’s finance career. After entering the industry as a single mum, fresh from a marriage breakup, she has not only found a dynamic new career, but love as well. Tracy met her banker husband Michael through her work in the finance industry and they married on New Year’s Eve 2003. n

CONTACT Tracy Kearey BUSINESS Home Loan Connexion PHONE +61 (7) 3821 5014 or

+61 (0) 417 738 469 www.homeloanconnexion.com.au

TRACY’S LENDING TI PS FOR WOMEN n

C hoosing a home loan is a big decision, shop around for the deal that suits you. B anks can only offer their own financial products, a broker can provide options for you. C onsult an independent broker who can offer a wide range of lenders and products. T he loan has to fit you; you don’t have to fit the loan. Winter 2014 n WORKING WOMEN® 7

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builds online

EMPIRE If you had asked JANE LU four years ago where she thought she would be in 2014, the idea of being the CEO of a million dollar online fashion retailer would have been nothing but a distant dream. At the ripe age of 27, Jane Lu has built an online shopping empire that appeals to fashion-forward females aged 16 to 28. SHOWPO, which was previously known as Show Pony, has grown exponentially since their introduction into the market in 2010. Going from strength to strength and registering their record month in sales last December of $800,000 and cracking 343,000 Facebook followers is a testament to a successful social media campaign. Jane’s online fashion retail business provides on-trend clothes and fashion accessories at affordable prices to girls across the globe. With free express shipping across Australia and the price of clothing capped at a low $70, she has made her fashions accessible to girls of all budgets. However, it is not without a lot of hard work, determination and courage that Jane has been able to put her business plan into action and conquer the e-commerce world with such a lucrative outcome. Graduating school with a UAI of 99.45, Jane’s fate was set, securing a cadetship with KPMG and later, a job as a business analyst at accounting firm Ernst & Young. What’s more, coming from a conservative Asian upbringing, Jane has had to do a lot of convincing to gain her parents’ approval on such a risky business venture. SHOWPO flourished from the confines of Jane’s boring grey cubicle when the realisation that the corporate world had very little to offer in comparison to the colourful world of fashion and social media. Relinquishing her boredom of spreadsheets and all things ‘numbers’, Jane indulged in social 8 WORKING WOMEN® n Winter 2014

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Fooling her parents into believing she was going to her job at Ernst & Young when, in reality, she was maxing out credit cards to set up her new business venture, the online shopping site was finally launched in 2010, in addition to her first store in Broadway. However, it wasn’t until the following year when Jane introduced the Face of SHOWPO competition on their Facebook page that the business really triumphed, with their fan base increasing from 3,000 to 20,000. media activity via realms such as Facebook and Instagram, becoming incredibly clued-in on how to promote her future brand free of charge. The online store’s Facebook page has a huge 343,000 fan base after only three years of entertaining posts, creative competitions and a fabulous social media strategy. Jane has captured a niche in the market when the e-commerce shopping environment was weak, offering affordable fashion online to be delivered within 1–2 business days and in Sydney metro within three hours.

with pop-up stores bringing in a very small percentage in comparison. Following the money trail, Jane has since closed the brick-and-mortar stores to focus solely on online sales. The company has gone from strength to strength, expanding into the US and NZ market this year. Jane has built her empire from the ground up and has a lot planned for the future success of her business.

JANE’S TOP 8 TIPS FOR BUSINESS SUCCESS:

What’s more, with no previous experience in fashion, Jane was able to take the perspective of a typical customer as opposed to a designer who may have been too heavily invested in their own personal style, thus providing a collection that fits the preferences of every girl’s psychographic make-up.

1. Don’t wait until things are perfect.

2. Focus on social media. Neglecting social

Combining brick-and-mortar stores in prime locations around Sydney with the online store, turnover proved to be just as high as permanent stores and established labels. While this was a profitable affair, in 2013 Jane turned her focus solely to the operations of their online store

I know having high standards in your outputs is important, but in the dynamic business environment we are in today you need to see your entrepreneurial journey as one big learning curve. If I had waited until I had it perfect, I still wouldn’t have a business. media is neglecting the most powerful and cheapest marketing tool there is. Too often I see businesses palm this off to an intern, but for us, it’s our most important and valuable marketing tool.

3. Get a mentor. Surround yourself and network with like-minded people.

4. Build strong systems and processes. This is crucial for the growth of your startup from a one-man operation to a well-run business. It’s hard to pull yourself away from your endless to-do list, to write up manuals and processes. But once you do, you can move away from working in the business to working on your business.

5. Know your numbers. I know accounting isn’t the sexiest part of being an entrepreneur, but knowing your numbers is so crucial. You need to know your margins, your bottom line, and inventory turnover, not just revenue.

6. Enjoy being lazy. Business start-ups are often constrained financially and have to do everything themselves. Instead of staying up every night ’til midnight hire an overseas virtual assistant from Odesk or Freelancer at a fraction of the local labour cost to handle your admininstration tasks.

7. Use spite to motivate you. When you go against the grain to do something different, people tend to judge and criticise. So many people questioned my decision to quit my corporate job to attempt to sell clothes online. Don’t let them get you down – let them drive you and push you further!

8. Don’t be afraid to fail. My first business failed and I literally hit rock bottom. Then I figured, well if this is rock bottom, then I have nothing to lose, so let’s give it another go! It’s not about what you have lost, but about what you have learnt and how you will do it differently the next time. And remember to have fun and celebrate each little win! n

CONTACT Jane Lu BUSINESS ShowPO PHONE +61 (2) 9518 4788

www.showpo.com

rprise! om u s a s y sbijou.c Alwa argarita www.m

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Escape leads entrepreneur to

S U CC E S S

Like most successful entrepreneurs, JESSICA BYRNES has an adventurous spirit and is always on the lookout for the next big opportunity. Jessica’s career began as a Marketing and Accounts Manager for body-shaping experts HYPOXI before pursuing her passion for business as an analyst and client relationships manager within the Acquisition Finance Team at Lloyds International. Here, she gained critical insights into what makes businesses tick, how to overcome key start-up challenges and honed her skills in stakeholder management, business development and marketing, sponsorship and public relations strategies that would later play a vital role in her success as an entrepreneur. With a new skill set, Jessica took a leap of faith and followed her new passion for digital start-ups. Moving away from marketing and business analyst roles, Jessica joined forces with fellow entrepreneur and future partner Jarrod Bryce to explore a new world. Partnering with Jarrod, Jessica founded EZdeals. com.au, a Sydney group-buying site providing subscribers with amazing daily deals on everything from restaurants and bars to spas, salons, health and fitness. The company was successful, with over 65,000 subscribers and operations in all major cities across Australia. With EZdeals growing steadily, Jessica decided to sell the business to pursue the concept of an online booking site that would revolutionise the way Australians search for and book incredible travel experiences – a company that would later be known as Escape Lounge. “I made the change to the travel industry two years ago after deciding to pursue my passion for discovering new places. The opportunity to dive into the unknown and start my own travel business seemed daunting but too good to pass up,” Jessica said. After meeting with a range of tourism bodies and trade representatives, they identified a gap in the market in the form of a fully integrated holiday booking platform that also offered fresh content for all types of travellers. “While there were other booking sites around, there wasn’t a lot of fresh content or the capacity to schedule activities as part of your trip. We hired a fantastic editorial team who are committed to providing high quality stories 10 WORKING WOMEN® n Winter 2014

and made the site easy to navigate by dividing content by state which meant finding ideas for your next adventure even simpler,” she said. Following a successful launch in late 2013 and impressive initial growth, Escape Lounge drew the interest of ASX listed Disruptive Investment Group Limited (ASX: DVI) and owner of Check-in.com.au who agreed to acquired a 50 per cent stake in Escape Lounge. With ASX:DVI and Escape Lounge joining forces, and Jessica at the helm of the marketing and business development team, they rolled out the newly launched Check-in.com.au’s Escape Lounge. “I would have to credit the launch of Escape Lounge as one of my most successful moments, and after 18 months of development I still get a kick out of seeing people engage with the site, especially now it’s part of something even bigger and more accessible,” said Jessica. Managing a start-up business in an industry she hadn’t traditionally worked in, Jessica adapted a ‘trial and error’ mentality and, with the support of a trusted mentor, was able to quickly detect what worked and what didn’t. “When I started my first business, I was working 20-hour days and trying to run every part of the operation from marketing, business development, planning, and accounting to customer service. “A good friend and role model told me to work smarter, not harder and that really hit home for me. I learnt the importance of identifying strengths and delegating tasks that fell into the ‘weakness’ category, which meant a far more productive business operation and not to mention a lot less stress,” Jessica said.

JESSICA TOP 10 TIPS FOR BUSINESS START-UPS: 1. Have a clear and well-presented business plan. The key to any successful business is to focus on your goals, think about how your business will be structured, and identify the commercial viability of your idea.

2. Get funded. It takes money to make money and no matter what kind of business you are setting up, you are going to need funding to do it properly.

3. Be realistic. Business is often unpredictable and it’s rare that a start-up will meet every expectation set at inception. Be realistic and have a back-up plan.

4. Know your customer. Know exactly who your customers are and what they want. Understanding who you are trying to sell to before you launch means you can tailor your product or service and marketing plan to better meet the needs of customers.

5. Know your competitors. Find out who they are, what they offer and most importantly, identify their weaknesses. Use that information to make sure you are competitive and that your business stands out from the crowd.

6. Look the part. Customers and partners trust, and ultimately purchase from, organisations that present themselves as serious and professional. Set up company email addresses and avoid using personal BigPond or Hotmail accounts.

7. Get professional advice. If you or your business partner(s) aren’t professional bookkeepers, accountants or lawyers then engage one. Making sure contracts, agreements, registrations (PAYG, GST etc.) and accounts are done properly from the start can save a lot of time and money down the track.

8. Stay home. In the early days of a start-up, cash flow is key and renting office space is an expensive mistake many founders make. If you can, save some money by working from home.

9. Consult a mentor. Starting a new business can be daunting and a mentor is an invaluable source of advice, expertise and support. Find someone you respect and admire and learn from their experience, mistakes and successes.

10. Outsource. Once you have identified the core competencies of your team, save time by delegating simple tasks like design work or data entry. n

CONTACT Jessica Byrnes BUSINESS Escape Lounge PHONE +61 (2) 9003 0960

www.escapelounge.com.au

Small Business Big Impression The importance of Branding for SMEs

It doesn’t matter what industry you are in or how small you perceive your business to be, the importance of branding cannot be underestimated. “Whether attracting an International audience or sewing up the local market is your vision, the strategy behind your branding is essential”, says Alexandra Mexis, Director of Brisbane based Design & Marketing agency Sketch Corp.

What does Branding really mean? There is often a misconception that branding simply equates to a logo, the image that sits at the top of your letterhead. This misunderstanding is a common pitfall of many small business owners. Branding sums up your business identity and it embodies who and what your business is. In addition to the aesthetics such as a logo, colours and imagery a brand also communicates your business’s position, promise, personality and story. In an instant of being exposed to your branding potential customers make assumptions about your business – quality, service, efficiency, sophistication and trustworthiness. While it seems harsh, it’s the world we live in and SMEs simply can’t afford to be making the wrong impression.

What does your branding say about your business? Call the Sketch Team for your free consultation about all things branding and how you can get your business recognised. 07 3861 1007 • info@sketchcorp.com • www.sketchcorp.com

BE RECOGNISED

Winter 2014 n WORKING WOMEN® 11

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A LESSON FROM THE OSCARS

goes viral

about creating content

that

The ‘selfie’ taken by Ellen DeGeneres at this year’s Oscars was unique and valued content as it showed a fun and cheeky side to the high profile actors at the formal event. CATRIONA POLLARD helps you to discover the content gems hidden in your business that have the potential to go viral.

Ellen DeGeneres has managed to break Twitter records after taking a ‘selfie’ with Hollywood’s hottest celebrities at the Oscars. The photo smashed the record for the most retweeted image of all time in less than an hour. The ultimate goal of every marketer is to create an idea that ‘goes viral’ and becomes instantly recognisable online. Going viral refers to when your content achieves extraordinary reach through being shared, liked, retweeted, republished and commented on, thus earning you a vast amount of views. It is a powerful outcome for your content and your brand’s reputation. Users don’t share just anything they find online. They need to see your content as valuable, feel that others will benefit from seeing it and be compelled to share it or engage with it. You need to ensure that your content offers something of value to the user, whether it is a great video, expert advice, valuable insight or a humorous image.

Tag Post

Here are some tips to help get your content to go viral:

UNDERSTAND YOUR TARGET AUDIENCE The key to having a successful viral campaign lies in really understanding your target demographic. The success of Ellen DeGeneres’ tweet relied on tapping into her audience’s interest in the top celebrities being honoured at this year’s Oscars. Tap into your audience and find out what their interests are, what kind of content they usually share and the social media networks they access. Tailor your content to ensure it is relevant to your target audience.

CREATE UNIQUE AND INTERESTING CONTENT Your content needs to be unique, interesting and relate to your audience in order for it to create a buzz. The Oscars ‘selfie’ was unique as it showed a fun and cheeky side to the high profile actors attending the Oscars.

viral MARKETING

Photos

Media streaming

Pin Blog

12 WORKING WOMEN® n Winter 2014

Message

Don’t be afraid to add personality to your content and make sure it is never dry or lifeless. Make your brand feel like a friend to your followers.

The top reasons users often share content is to be: n

Humorous

Exciting

Emotional

Nostalgic

Thought-provoking

Surprising

Dramatic

Cute

Ensure all the content you produce reflects your brand’s values and personality. Hold regular brainstorming sessions to try to capture a range of ideas that can be turned into exciting content.

ENCOURAGE ENGAGEMENT It is important to demonstrate to your audience that you genuinely care about them and what they have to say. Focus on starting a conversation as opposed to advertising your products or services. Actively engage with your audience by asking questions to generate comments, likes and replies. Reply to your followers’ questions in a timely manner. By consistently engaging with users, you can help to build a meaningful, supportive community for your brand and extend the reach of your content.

USE VISUALS If you look at posts which have gone viral, such as Ellen DeGeneres’ Oscars tweet, you will find that nine times out of ten an image has been used. When users visit web pages or social media sites, their eyes are naturally drawn to the most colourful part of the page. Including images gives your content a better chance of being shared across different networks, as images grab attention and express ideas simply.

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Actively engage with your audience by asking questions to generate comments, likes and replies. Reply to your followers’ questions in a timely manner. By consistently engaging with users, you can help to build a meaningful, supportive community for your brand and extend the reach of your content. Include photos, infographics, logos or other graphics with your content to give it an edge.

INCLUDE SHARING BUTTONS To make sharing easy for your audience, provide the right mix of sharing buttons for your content so that users can share it via their social media channels, website or blog. Put prominent share buttons where they are easy to see, reach and click. Ensure you include a call to action within your content so readers will be encouraged to pass your content along to others.

way we read internet content is different to how we read print text; people tend to scan the page by skimming over large chunks of text and focusing on subheadings and summaries. Use subheadings, bullet points and spaces to make it easier for readers to scan the article and easily find your key messages. Users will share your content when it inspires them, makes them laugh or adds value. By taking into account who your target audience is and what they want to see as well as thinking about how to add personality to your content, you can encourage users to share your content. n

MAKE IT SUCCINCT For social media posts it is important your message is succinct, catchy and to the point. For longer-form content such as blog posts, it is also important to be brief and succinct. The

CONTACT Catriona Pollard BUSINESS CP Communications PHONE +61 (2) 9460 9200

www.cpcommunications.com.au

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WOMEN and their mobiles We are living in a digital era and as a business owner the need to embrace technology and move with the times is more important then ever. RYAN GRAY shares some fun facts and tips on how to better connect with your market. Here’s a few fun facts, 72% of women use their mobile phone for social media, 88% for texting, and 55% for shopping. Women have embraced the digital age with force and will not give a second thought to buying something on the run using their mobile phone or tablet. That’s just part of everyday life now. Women have become completely connected and demand instant gratification.

So is your business giving women what they want?

Where are you on the scale of interactivity? Are you meeting the needs of the female segment of your target market? What are you doing to connect online, via SMS and how are you getting up close and personal on a mass scale? With these sorts of statistics, if you haven’t already, get your Facebook, Twitter and LinkedIn set up. Use SMS messaging to connect with your customers and make sure your online shopping cart is mobile friendly!

Remember that your customers want connection. If you can do that when they visit your website, when they check their messages, when they open their email, you are ALREADY ahead of your competitors who aren’t doing this. All sorts of studies say different things about the number of touch points someone needs before they buy. That’s how many times you have communicated with them before they make the purchase. We like to work on about 10, including one personal communication depending on your industry. If you need inspiration, assistance or guidance with these or any other digital strategy, we’re just a phone call away. n

CONTACT Ryan Gray BUSINESS Argonyx Marketing PHONE 1300 796 292

www.argonyx.com.au

ADVERTORIAL Winter 2014 n WORKING WOMEN® 13

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DESIGNING WOMEN

DIY promotional flyers You have a promotion or an event coming up and on top of that there’s the Women’s Network Australia luncheon you have booked in to attend. Wouldn’t it be great to have a flyer to hand out? JEANNE TRELOAR provides some DIY tips on creating a promotional flyer so you feel confident, organised and ready to market your business effectively.

Your business message is important but sometimes you just don’t have the time or the budget to pay someone else to design your flyer. Therefore, like most small businesswomen just starting out, you’ll do it yourself using Word or Publisher or something similar. You will agonise over the words and the images, resizing and moving things around repeatedly, trying to decide on the font and the colour and where to put what... Here are seven basic design principles to create beautiful, professional flyers that you will be proud to hand out:

1. Page size. Think about where your flyer is going – perhaps on a table, in a plastic stand or into a promotional bag. What will fit best? Size will also depend on how much content you have. Common sizes are A4 (210 x 297mm), A5 (148 x 210mm) and DL (99 x 210mm).

2. Margins. Always make your margins generous. Lots of white space around your page means your reader can ‘breathe’. On an A5 page, it’s preferable to have left and right margins of at least 15mm, a top margin of 25mm and a bottom margin the deepest at 30mm. A deep bottom margin gives you an area to place your website and contact details.

3. Grids. This step is gold! Rule your page

up into rows and columns (most programs will have a guides feature that you can use to create a grid). Once you have a grid, it is easy to place your text and pictures inside the boxes made by the grid. That way your flyer will have structure and order, making it easy and logical to read.

4. Follow the eye. When our eye first enters a page we begin from the top left corner, skim the content and finish at the bottom right hand corner. If the content interests us, we will then head back to the top and read the details. So, grab your reader’s attention at the top with a catchy headline and place your logo at the bottom right. Yes, place your logo at the bottom right, not at the top as you might expect. Why? Because most people don’t care about your logo, they want to know what’s in it for them. So tell them, in your headline and introductory paragraph. The last thing the eye will process at the end of the page is your logo, and that will fix it in memory.

5. Fonts. Stick to plain fonts that are easy to read. Avoid fancy curly fonts because they deter people from absorbing your information. Rule of thumb: never use more than three fonts on one flyer, preferably stick to two. Choose fonts that offer italic and bold options, so you can still create great variety in weight and tone while keeping to one or two font families.

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6. Images. A picture speaks volumes and adds colour to your flyers. Be aware that you shouldn’t just grab any image from the internet because of copyright laws so use your own photos or buy stock images. Make sure they are high resolution, ideally 300 dpi for print, to make your flyers look professional. Note: just because an image looks clear on your screen, it doesn’t mean it will look the same in print.

7. Colour. When choosing colours for your flyer, stick with two or three, too many colours will add confusion and be difficult to read. I like to use complementary blends for simplicity. These blends are blue with orange, red with green or purple with yellow. There are thousands of other combinations, but if you want to use blends that cannot fail, stick to these and you will always create a winning colour combination. When complete, run a spell check and print onto a quality paper in high resolution so the colours are strong and clear. Little touches make all the difference to the first impression your flyer will have on prospective clients. n

CONTACT Jeanne Treloar BUSINESS Sassy Branding PHONE +61 (0) 413 374 634

www.sassybranding.com

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The power of creating visual impact

TESTIMONIALS

Be a REAL and RECOGNISABLE face for your business.

If the brain can process visuals faster than text, just imagine the potential power and value that video could add to your business. KERRIN SMITH outlines the ‘how to’ on using video testimonials for a visual impact that will inspire, engage and create an emotional reaction. It is always great to have someone leave a 5 star rating on your local business directory listing. But what if you could take that review to a new level? What if you could add real, genuine personality to that review? What if you could produce a solid and authentic marketing tool simply by tapping into your existing client base? Well you can, it simply requires an update to the traditional written testimonial by putting it into video format!

Give the people what they want People want solutions to their problems, but how do they know you can provide that? Sure, you can tell them yourself but realistically they would like to hear it from someone else too. Video testimonials create a way for potential customers to get an understanding of your business and to be able to relate to your satisfied clients. This simple marketing tool will provide evidence that your product or service can work for them.

Strike while the iron is hot The first step to creating a video testimonial is to find some happy and excited clients. If someone gives you fantastic feedback then ask if they would be willing to go on camera for you. You need to capture them while they are most enthusiastic so do not delay once you get the okay. Just be sure they will be the right fit before you ask them to do the testimonial. You want someone who is articulate and comfortable in front of a camera.

Get your prep work done Make sure you understand the difference between an endorsement and a testimonial. An endorsement is an opinion and does not carry the same weight as a testimonial. A testimonial on the other hand, is someone sharing their personal experience and this is what you want to capture. Speak to your client beforehand and make sure they have an idea of what they would like to say. Remind them that it is not an essay reading and it should be off the cuff and natural. They do not need to create a script (nor do you!). You can create a few questions so you stay on track, but remember it is the answers that are important.

Before you press record

background clutter from the shot. Set up in a quiet place away from kids, pets, phones and traffic to ensure the best sound recording. Use two cameras to record if you can, so you will have different angles to use in the editing stage. Remind your client to just be natural – mistakes are okay and will add to the authenticity of the testimonial.

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And action! Make sure your recording has these three key components: Get the client to introduce themselves, give their suburb and what they do. n

Get them to describe what led them to use your service or product and what problem your business helped them to solve. n

What was the outcome or their personal experience from using your service or product? n

That’s a wrap Take your time to get the testimonial content you are after, but remember you will only want the end video to be a minute or two long. Be careful not to let the testimonial take on a commercial tone. Most importantly do not get into the video with them – that is a sure fire way to lose credibility. While you are with the client get some extra footage of them to use in your video. Perhaps film them using your product or enjoying the benefits of it in their new lifestyle. This will help support their claims.

Share the love Remember you are aiming for authenticity, creativity and interest. You want your audience to relate to your client and walk away thinking “that can be me!” and “that’s easy – I can do that”. Once you have edited your clip be sure to share the love by posting the video on social media platforms, sending it to potential clients and putting it on your website. n

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CONTACT Kerrin Smith BUSINESS Kerrin Smith Photography |

Film | Art +61 (0) 457 229 087 www.kerrinsmith.com.au/store PHONE

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Check your subject is well lit and remove any Winter 2014 n WORKING WOMEN® 15

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5 tips for targeting

BLOGGERS

In the online space, bloggers are fast becoming centres of influence. Many consumers now rely on their favourite blogger’s opinions and recommendations before even making a purchase. CECELIA HADDAD covers five tips to help you engage with bloggers and get your products on their radar.

Blogging has evolved into an important medium that gives individuals a powerful voice with the potential to speak to a very large audience. Consumers are increasingly turning to blogs to find information on products and services and the advice they seek.

1. Familiarise yourself with relevant bloggers

The first step is to establish a list of relevant bloggers whose content is aligned with your product or service. Google is an effective means for discovering relevant blogs. Before you commence interacting with bloggers, make yourself familiar with the particular blogs that you are targeting. The success of pitching your brand or product lies in familiarising yourself with the blog to get a sense of what aspect of your story might be most appealing to that particular blogger. A blog media kit is sometimes available on the site and includes information such as demographics, average time spent on the blog and the number of visitors per month. This initial research will also allow you to determine if the blogger is actually someone who would complement your brand and vice versa.

2. Personalise your pitch

Bloggers, can receive hundreds of pitches every day so find a way to stand out from the crowd. Avoid sending bloggers irrelevant information that is not aligned with their content, as the blogger may get into the habit of disregarding all emails with your name attached.

Make sure your pitch is short and to the point, with the most useful information placed in the first line. Create an interesting headline to entice the blogger to continue reading. If the blogger lists their phone number in their contact details, consider giving them a call to discuss the story over the phone. This can give you a better indication of the type of content the blogger is seeking and can also assist in establishing a relationship with them.

3. Ensure your content is relevant Aim to create compelling content that speaks directly to your target audience as well as being relevant to the blog. If the blogger tends to write using an informal, casual tone and keeps the writing concise, ensure your content reflects this and doesn’t contain technical jargon or excess information. Providing relevant content is important as it demonstrates to the blogger that you have done your homework and are aware of what the blogger usually writes about and what the blog’s readers would expect to read.

4. Establish a relationship

Relationship management is a vital component of effective public relations. Rather than aiming for a single mention on a blog, develop ongoing relationships with key bloggers who are relevant to your target audience. You can build rapport by engaging with them and interacting on their blog and social media by either commenting on the blogger’s previous posts or sharing their posts through your social media. If applicable, you can also offer the

blogger your product or service to try as this gives them a better idea of what you are offering and it can also represent a gesture of thanks for the blogger’s time and consideration. The better relationships you build with bloggers, the more opportunities you create for the product or service you are profiling. This relationship can result in bloggers approaching your brand for upcoming entries.

5. Maximise success

Receiving a mention in a blog post isn’t the end of the process, as you can then maximise the reach of that mention by re-posting a link to the blog on your social media sites and website. Thank the blogger for including your content as this helps cement good relations and paves the way for future opportunities. Having your product or brand mentioned in a popular or influential blog is a very effective way of reaching new audiences, generating brand recognition and potentially securing new customers. More and more consumers are going online to gather information, and seek advice about their purchases, therefore, targeting influential bloggers should be a crucial part of your overall public relations campaign. n

CONTACT Cecelia Haddad BUSINESS Marketing Elements PHONE +61 (2) 9360 3600

www.marketingelements.com.au

Everybody has a good story to tell.

The problem is finding the time to write it down. That’s why we have a whole team of professional writers ready to help you create that content that you always wanted to publish in your favourite magazine, on your website, in your newsletter, or anywhere you like. Just give us a call. Mention Working Women magazine when you call us and we will give you 10% discount on our Content Writing services.

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MOBILEHow to be found where your customers are looking

There has been a lot of hype around mobile friendly websites but how important is it? Are your customers using mobile devices to connect with your business? RYAN GRAY looks at the options available so your business has a functional and useable presence on mobile devices. Most people would agree that mobile internet has a strong foothold in many people’s lives. The latest figures indicate that sixty-two per cent of Australians aged between 15 and 65 who currently use the internet, own a smartphone, i.e. those who have money and make buying decisions. And thirty-four per cent of Australians have shopped online via a mobile device in the last 12 months. That adds up to millions of people. In addition, fiftyseven per cent of Australian online shoppers have increased their level of spending over the last year via mobile devices. Remember, mobile technology has one big thing going for it. It is CONVENIENT. You can connect while on public transport or waiting in a line or share quickly with friends. The chances are that your own customers are doing this every day of their lives. So how do you create or make your current website mobile-friendly, especially if your existing site is quite large and your budget somewhat smaller?

OPTION 1: REBUILD YOUR WEBSITE. Most websites now have what is called ‘responsive design’, meaning they adapt in shape and size based on the device using them. This is the preferred option because at its core, your website is designed to interact with mobile devices, making it easier to engage and, therefore, more likely that your customer will enquire or buy. But usually this is also the more expensive option.

If you are having a new website built, be sure to insist on ‘responsive design’ as standard. It may cost a little more but the extra connections you get will far outweigh the cost. One of the key advantages of having a core site that is ‘responsive’ is that you only need to maintain one set of text and images.

OPTION 2: CREATE A MOBILE VERSION OF YOUR WEBSITE. If a site rebuild is not in the budget, consider a mobile website. Often much more simple, a mobile version is a completely separate website and normally summarises text and images for mobile users. The brevity is helpful for small screen sizes without compromising on visibility such as extremely small text. You will have to put some code on your main site to detect whether the browser is running on a desktop or mobile device and the usual practice is to set up a new subdomain for your mobile website. This is actually simpler than it sounds and usually looks something like this: m.yourwebaddress.com.au. Remember that this is distinct from a mobile app which can be downloaded via app stores. One major drawback of a mobile site is that it needs to be maintained separately to your main website. You cannot duplicate content if you want to keep good search engine rankings so it needs to be re-written so it is similar but not identical. Even a single duplicated sentence can cause your site trouble in search engines. Of course, you can always make lemonade

with these lemons by providing specific mobile optimised content that rewards your visitor for using their mobile device. Setting up a separate mobile site can require a lot less investment than a full rebuild.

OVERALL THERE ARE SOME IMPORTANT THINGS TO NOTE: It is not advisable to attempt to make an old website mobile compatible. This usually creates endless bugs and fixes and can be more expensive than rebuilding your site. n

Any new website should have built-in ‘responsive design’ as standard at the very least. It is no longer good enough to cater for desktops only. Your customers expect more. n

Ensure you include a button to ‘view the full website’ if you set up a mobile site. It can be frustrating if a visitor does not have the control they want. n

Planning is key. Talk to an expert, make a decision and follow it through. n

In this fast-moving world of mobile connectivity, with such high uptake and constant use, it is critical your business remains relevant by ensuring your web design is responsive or that you have a mobile version of your site. n

CONTACT Ryan Gray BUSINESS Argonyx Marketing PHONE 1300 796 292

www.argonyx.com.au

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How to write copy that converts

traffic into customers Congratulations if your website looks graphically appealing, but is it creating income for your business? BERNADETTE SCHWERDT provides some great call to action tips that are sure to turn the traffic visiting your website into paying customers.

Wouldn’t it be great to generate new leads and convert traffic into sales every time someone lands on your website? With just a few little tweaks to your website, the chances are you can do just that without it costing you one extra cent. Here’s how. When people land on a website, what they really want to know is: Why this? (Why would this product or service suit me?)

2. Offers force the reader to take action. Once you have intrigued your reader enough to keep them reading until the end of the page, you need to get them to DO something.

This could be any one of the following: n

Click on a button

Send an email

Go to a store

Fill out a coupon or form

Make a telephone call

Why you? (Why should I buy it from you?)

Why now? (Why should I buy it now, and not later?) n

If you can answer those three questions in the first few paragraphs, you have a great chance of converting traffic into sales. But there’s one extra thing you can do that will make the choice a no-brainer and we all want no-brainers don’t we? And that’s to include an offer. Offers (or incentives) are imperative because they make people sit up and take notice. Offers should stop the reader dead in their tracks and make them say, “I want that”. If you don’t have an offer, it’s too easy for the reader to click out and move on. Even if they are interested in your product, they won’t stop to do anything about it because they are just too darn busy. They will probably say, “That looks interesting – I must get around to getting one of those”. And of course, that day never comes. So how does it actually work?

The principle behind ‘Offers’ is very simple: 1. Offers stop people from moving on.

What the above all have in common is that they involve an action. That is our objective – to get our reader to do one or more of these things.

But the big question is: How do we get the reader to be sufficiently inspired to want to take action? Well, we need to motivate them. How do we do that? It’s simple. We think about who they are, what they need, what is important to them and come up with an idea that is relevant, timely, interesting and genuine.

Here are some examples: A carpet cleaning business may offer a fourth room cleaned for free. n

A fitness centre might offer a free dietary consultation or a free personal training session upon joining. n

A florist may offer free chocolates with every Valentine’s Day purchase. n

A hairdresser might offer a free 15 minute head massage with every colour. n

A hotel might offer a free meal in the restaurant with every weekend package purchased. n

An interior designer could offer a free eBook about colour co-ordination for the bedroom. n

The secret to creating great offers is to offer the reader something interesting and relevant to their needs. There’s no point offering a free carpet cleaning with every gym membership sold, or a free 15 minute head massage with every bunch of flowers sold. Neither of these offers is targeted or relevant to the consumer. You will also notice that all the offers mentioned cost very little to implement, yet they provide great intrinsic value to the customer.

How to make a customer choose your product over your competitors: Providing a great offer can help bring your customer over the line. What’s more, it doesn’t have to cost a lot to create a compelling offer. People love to get something for nothing, no matter how small the offer might be. If you haven’t already got an offer listed on your home page, have a think about something that is inexpensive, relevant and provides great value to your readers. It will be the best investment you will make in generating new leads and building your all important database. n CONTACT Bernadette Schwerdt BUSINESS Australian School of

Copywriting +61 (3) 9337 6601 www.copyschool.com PHONE

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Exhibiting for

maximum return

Attending a big exhibition or conference can be an incredibly daunting experience for any small business owner. You might not be able to afford the grand centre-stage stalls, but as GAI HOOK explains, with preparation and some strategic thinking, your small business can make an impact.

In the digital world we now live in, where emails are the preferred way to communicate, exhibitions and conferences provide business owners with a unique marketing opportunity: to be face-to-face with their prospective customers. But to make it work for your business, events and expos need careful project management.

MAKE THE MOST OF YOUR INVESTMENT WITH THESE TIPS: Know your own business – It might sound ridiculous, but so many businesses don’t know who their client is. Ensure you have clear objectives of what you are selling, what makes your business different from your competitors, and who your target market is.

Therefore, think about it in marketing terms. What message are you delivering? What else can you do to promote yourself? Can you put your logo in the event’s webpage or use their social media network? There is a lot of value that you don’t have to pay for, since it is already included in the cost of the stand. Showcase your brand name, and make guests remember it for all the right reasons.

Before, during and after planning – If they are well planned and executed effectively, exhibitions and conferences are investments with long-term benefits. Before signing up to an exhibition, make sure you establish your goals. Some SMART objectives might include:

Don’t underestimate the numbers. It is very common for small businesses to think that a conference with 20,000 attendants is much better than one with 200 people only, but what if those 200 are the very decision-makers your company needs?

Remember: It’s more than just a stand in a show – Exhibitions are about brand awareness. It’s an opportunity to put your brand out there and create associations.

Gather all the contact details you can and formulate a plan on how to follow up these contacts post-show.

Take some partners with you – Other small companies are in the same situation as you, so why not bring them on board? You can organise co-op stands, with two or three companies compatible with you sharing a stand, where you and your partners can crosspromote one another.

Get the word out – Mail or email your customers, use social media, and put notices on your own website. Spread the word!

Generate 100 sales leads

Think ahead – It comes down to organisation.

Meet 20 qualified prospects

Hand out 1,000 samples

Make 50 new appointments

Research 5 competitors

Do you have your social calendar mapped out with every show that comes to town? Do you know which shows your budget will allow for? If you develop a 12-month strategic plan, you can work out what information you need to succeed.

Evaluate the opportunity – Check the postshow report of the event you are interested in. It includes a breakdown of who attended, where they were from, and how successful the event was. Study these reports to work out which events suit your brand best, and how you can tailor your services to suit the audience.

needs. However, aim to keep each conversation short and stay on track.

Get creative when designing your stand. Your primary prospects will be attending the event, so provide experiences that engage and impress them. Work out your unique pitch for the event and ensure you thoroughly understand what you are selling to your audience. You will also need to know the people attending inside and out, so you can tailor the best ways to target them. Once they approach you, try to formulate open questions to encourage them to talk about their

Do your homework. Every business can succeed at exhibitions, but as with most things in the marketing industry, it all comes down to strategic planning. n

CONTACT Gai Hook BUSINESS Virtual Sales Strategy PHONE +61 (0) 413 519 840

www.vssaustralia.com.au

Protecting your most important business asset Intellectual property (IP) can be the most valuable asset your business has. Intellectual property plays an integral part in securing a leading market position and ensuring that competitors do not copy your innovations, ideas and reputation that create your competitive advantage. Whether you have: n a new and distinctive shape or appearance for a product to be protected by a Design; n an idea or invention to be protected by a Patent; and/or n a name and/or logo to be protected by a Trade Mark.

Adept IP takes the time to understand your business and its needs so that we can help you identify, build and protect your IP, so that you can maximize and profit from your IP and “add value” to your business. WORKING WOMEN READERS OFFER: Call (03) 9566 7241 or visit: www.adeptip.com.au to book a free no-obligation consultation. WNA Members receive a 10% discount off our service fees.

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B OAR DS WALKI NG TH E

social media plank

Like it or not social media platforms have become part of the fabric of our society. ANNA CAIRO takes a look at this expanding communication medium and the threats and legal ramifications it presents to those boards that don’t have their eyes on the ball.

For organisations large or small, social media can be a boon allowing them to communicate directly to their intended audience; to build and engage with their communities and hopefully establish trust. However, there are a number of potential legal risks which boards need to be aware of so they can be ready to deal with them. Here are some of the most common social media threats that boards need to be prepared for:

Harassment and disgruntled employees Social media is the ultimate narcissistic tool currently used by a great majority of individuals in their daily lives. Whether it is a disgruntled employee or one who wants to let off a bit of steam, those who post negative comments about colleagues, managers or bosses can pose incredible risks for organisations including unfair dismissal or sexual harassment claims.

Disclosure of confidential information Whether intentional or not, the potential for unauthorised or sensitive disclosure of information is a real possibility with potential ramifications. In 2011, a Hewlett-Packard executive updated his status on LinkedIn and in the process inadvertently revealed details of HP’s cloud-computing services which were previously undisclosed. Although the information in that case was minimal and unintentional, it is important to remember that

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damage can occur easily and without malicious intent even from senior and experienced personnel.

Ownership Ownership of social media profiles and contacts are one of the grey areas of social media. When connections are built around the employee’s role using company resources, issues can arise for employers particularly over LinkedIn. In a recent 2013 decision by the Fair Work Commission (FWC) in Bradford Pedley v IPMS Pty Ltd T/A peckvonhartel [2013] FWC 4282, the FWC upheld an architecture company’s decision to dismiss an employee after it was discovered that he had attempted to solicit his employer’s clients through LinkedIn in an attempt to develop his own business.

Third party content and / or testimonials How responsible is an organisation for third party comments on their social media platforms? Most would think that they are not responsible for what others post on their social media page. However, a 2011 Federal Court of Australia decision (Australian Competition and Consumer Commission v Allergy Pathway Pty Ltd (No 2) [2011] FCA 740) implies that a party can be held liable for comments by third parties on their social media pages if they are false, misleading and deceptive and they knew of their existence and failed to remove them.

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These are only a few of the threats boards need to be aware of. Whether intentional or not, social media does pose risks. With a shifting communication space and mobile technology it is essential boards are prepared so they can counteract quickly. With a clear Social Media Policy, guidelines and education for employees around appropriate behaviour, and a proactive approach by an organisation, social media risks can be managed. n

CONTACT Anna Cairo BUSINESS Anna Cairo Consulting PHONE +61 (0) 417 010 877

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We offer: • Workable social media strategy tailored to business objectives • Practical solutions for social media workplace issues

Consulting • Seminars • Workshops Contact Anna Cairo for your obligation free social media assessment P: + 61 (3) 9855 1856 | M: 0417 010 877 E: anna@annacairo.com | www.annacairo.com

www.unity-qld.com.au Winter 2014 n WORKING WOMEN® 21

WW PRODUCTS

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Showcasing the products WNA Members take to the domestic and international markets – these products are as diverse as the businesses and careers of the dynamic women behind them.

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Limited edition ‘Franck Herval’

Individually hand painted and vibrant in colour these black lip shell ‘Flora’ French hook earrings by Franck Herval are designed to suit a multitude of wardrobe changes. Set with tiny Swarovski crystal, each pair is finished with a lovely pearlescent background giving a textured finish. Just gorgeous they’ll take you stylishly from day right through to evening. RRP: $67. Available for purchase at www.margaritasbijou.com

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POWER UP YOUR LOCKS

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Immerse your hair in a me&my Power Shot Energy Treatment and your winter locks will be stronger and healthier in less than 30 seconds. Don’t just treat your hair, treat the soul with an instant energising pick-me-up. Suitable for all hair types, it’s a leave-in treatment with an ‘intelligent’ base that works to close the cuticle and lock in colour and shine without over-treating. RRP: $13.95. In salon only so visit www.memyhair.com for your nearest stockist.

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Organic calendula and carrot seed oil form the base of this incredible healing product. Geranium, orange and patchouli essential oils balance, soften and heal, to boost the skin into a healing and regenerating phase. Designed specifically for the face, it can be used for skin conditions like acne, psoriasis and eczema as well as burns, bites and stings. For those who like natural chemical-free makeup this product is the most brilliant makeup primer. You will never want to be without your Healing Skin Boost. RRP: $59. To order visit www.twenty8.com/online-store

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1800 052 476 Winter 2014 n WORKING WOMEN® 23

WW BUSINESS STRATEGIES

A ‘Soul Goal’ will transform you and your business

So much has already been written about goals and planning so do we really need yet another way of looking at it? DAVID SOLOMON shows how most approaches miss the most important element and why the goals that really count are the goals from your soul.

It doesn’t matter whether you consider the way the world works from the ancient Hermetic Principles or from more modern interpretations such as the Laws of Attraction, Deliberate Creation, Abundance and True Potentiality (amongst many other models of the way the universe works). The bottom line with all of these ‘Laws’ is that your energy does matter.

WHAT ARE SOUL GOALS? Your Soul Goals are unlikely to be money or possessions. They may be things you want to do. Almost certainly they will incorporate the person you want to be. One thing is for sure though, you will be called to them – by your Heart, your Soul, your Spirit Guides, your Higher Self, your God, the Universe. All too often we are told by our peers, family, the media and society at large what we need to have and do in order to be considered ‘successful’. However, success is personal – very personal. Business success is no different. Success should be defined by your financial, lifestyle and other aspirations, rather than what society says it ‘should’ be. It is crazy that we consistently let others dictate what it means to be successful. That generally means money and material possessions by the way, but what about health, happiness, peace and love for starters? Why don’t they get measured more openly when evaluating a person’s success?

For example, what if your success goal for being in business or working is simply making enough money so that your family can go on a holiday every year? Or to pay off the mortgage a bit sooner? Not everyone wants to build the next Apple or Google. Many of the goals that society encourages us to pursue are motivational. It’s not that ‘have’ or ‘do’ goals can’t be your Soul Goals, but you do need to be wary of the trap of pursuing someone else’s goals. Chasing meaningless (to you) goals will exhaust you. The key question is, are they inspirational? Motivation will get you so far, but inspiration wells up inside you and compels you. Inspiration will get you up earlier, keep you up later and help you overcome all sorts of obstacles. Soul Goals will energise you and create the space for amazing synchronicities. Soul Goals are in the domain of feelings rather than thoughts – because behind every desire is a feeling. Feelings are highly magnetic and are housed in the heart. And if you are more scientific or empirically oriented, consider that the magnetic field surrounding the heart is 100 times more powerful than that around the brain. Danielle LaPorte says it rather beautifully: “Rigid goal-chasing is burning us out. Soulanchored intentions are the way to get home.” This is why we explore things like your passions and your values in order to uncover

your Soul Goals. Your heart’s longings, your core desired feelings, are road signs to your Soul Goals.

The top strategies to ensure your business supports your Soul Goals Tap into your true passion and purpose, your vision and your values. If you don’t know them, find someone who can help you to uncover them. Then simply know that you can bring whatever your passion is into your business. n

To bring your passion into your business, start by asking yourself these questions: n

a. Is my business connected to my lifestyle goals? b. Am I doing what I truly love? Or doing what I think I should be doing? c. Was I born for this? Is this my genius? When you get clear on how you want to feel, the pursuit of the goal and the journey become much more satisfying and enjoyable. After all, don’t we all deserve to live a happy and fulfilling life and to have a business that supports that? n

CONTACT David Solomon BUSINESS Quiddity PHONE +61 (0) 418 465 556

www.quidditybusiness.com.au

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WW BUSINESS STRATEGIES

HELP YOUR CLIENTS

charge more

Are you charging your clients or customers enough for your time, services and products? The chances are you’re probably not. ABBIE WIDIN reveals how by charging more you could actually be helping your clients as much as yourself.

The phrase “under-charging and overdelivering” might have been written about women in business. We are notorious for thinking that we don’t deserve higher fees, for including ‘extras’ that we don’t even tell our clients about and for forgetting to raise our prices by appropriate amounts at appropriate intervals.

So, what’s the problem with undercharging and over-delivering? You risk going broke, as you might not be bringing in enough money. n

You have to do work you don’t always enjoy. At the lower end, the work you get to do is often ‘grunt’ work, menial work which other firms aren’t interested in, or only take on if they are able to use it as a loss leader to sell more premium services. n

You need to work more hours to bring in the same income. If your charge-out rate is $50 per hour, then you need to work four times as many hours as you would if your charge-out rate were $200 per hour. n

You risk burning out as you don’t have as much time to recharge yourself, or connect with your family or friends. Sometimes even sleep is a casualty. n

You will find that your clients are very pricefocused and, therefore, you fear an increase in prices, whether slight or dramatic, will mean losing them.

good about yourself or your work. If you compromise on time, then this low-paying job will hang around forever.

So why will charging more help your clients? Firstly, your clients benefit because as they invest more into a product or service, they put more effort into getting the most out of their investment. If you are a consultant charging $100 an hour, you are going to be working with smaller clients who are cost conscious and not used to leveraging themselves with additional staff. It is often hard to get face-to-face time to finalise the project, or the client will constantly reschedule, as they have to fight fires on their side or simply aren’t good at time management. On the other hand, if you are charging $750 an hour, then you will be with a client who strives to make himself or herself available. There is also a higher chance they will implement your recommendations because they will take them more seriously. You will have the confidence to charge for travel time and cancelled meetings, and your client will have a higher commitment to completing the project on time and with better quality standards.

It costs you more, because you still end up over-delivering, compensating by throwing in an extra and forgetting to tell the client about it, so you never get the recognition. n

The triangle of price, quality and time There is a triangle with three points of service that you can give to your clients. On one point is price, another point is quality, and the third point is time. But you can only give two of the three points at any one time, e.g. you can have price and quality, but it won’t be fast. You see where this leads. You will find that a client who is insisting on the cheapest price possible, will be willing to compromise on quality or time. But if you compromise on quality, you won’t feel

The second reason is that it makes you step up as well. If someone is expecting work at the top end of the game, then you had better deliver! You are more likely to invest in gaining the skills that will give your clients great results. In addition, you are more likely to be able to deliver work faster and more precisely. And you will feel great in return. You will also have the choice to work fewer hours for the same dollars, or to work the same number of hours for a greater total dollar amount. So what on earth is stopping you! n

CONTACT Abbie Widin BUSINESS One Extra Zero PHONE +61 (0) 407 210 693

www.OneExtraZero.com

Winter 2014 n WORKING WOMEN® 25

WW BUSINESS STRATEGIES

HOW MANY PSYCHIATRISTS does it take to change a light bulb?

Do you lack the time to get ‘everything’ done in your business? Do you really want to change the way things are? MICK HAWES poses these questions and helps you to understand what really needs to take place to ensure change is an easy and lasting transition. I’m sure many of you have heard this light bulb joke a thousand times, but there really is a powerful lesson in this for all of us. I wish I had a dollar every time I have heard a business owner or a team member, say they haven’t got time to do this, that, or the other. One of the biggest bugbears in the small business world is the lack of time to get it all done. Yet there is no lack of information on how to turn the whole thing around. The internet is packed, libraries are full to bursting, bookstores are overflowing, and more than likely, our own bookshelves have more than enough information on this subject. But do we really put it into practice, to the level we would like to? If you have felt under pressure, you will use language like “I haven’t got time” or “I didn’t get a chance”, and thus the answer is no. The challenge lies in the punch line to the initial joke – yes, you really have to want to change! “I do, I do want to change!” I hear you scream. But do you really? The real question is, can you actually handle the change? There are many reasons as to why people have messy environments, show up late consistently, forget appointments or commitments they have agreed to, or just plain never get to the end of the to-do list.

26 WORKING WOMEN® n Winter 2014

One of the big reasons is significance, or the potential loss of significance. Many a time, I have coached a small business owner in the skills of self-management – the use of a diary system, effective prioritising, how to set up their working environment, and so on – only to have them come back to me to ask for help on how to overcome the nagging guilt that plagues them because they have completed their to do list for the day by 11 a.m. I’m sure you are thinking, you have got to be joking that would be awesome, but the reality is that the majority of people have no other goals or strategies to give them a sense of significance, if they are not solving crises at work. More than once after having helped a client clean up their working environment, so their desk is totally and completely clean, the comments and quips have come thick and fast like: “Doesn’t anybody work at this desk anymore?” Whilst delivered in a joking tone, there is a significant element of truth to these comments. Many people gain a false sense of significance by creating an un-doable to-do list, worked in such mess and untidiness that they cannot find things, and by making comments like, “I’m so busy I haven’t even had time for lunch”, or “We’re so flat out at work, I haven’t even had time to scratch myself”. This simply is a futile attempt to satisfy the

need to feel significant. To break this crazy cycle it is necessary to have clear goals that are broken down into simple to follow action steps, all with a timeline. The secret is to learn to feel significant by achieving what you have planned for the day. Learn to feel significant by choosing your next action based on its priority, not sense of urgency or how easy it might be to do. Learn to feel significant, by creating systems and having a place for everything and keeping everything in its place. If you genuinely want to create significant efficiencies within your business, you must teach your team to master this idea. The simplest and most effective way to teach the team is by your example. The owners’ or leaders’ inability to manage themselves, manage their environment and manage their time, costs far more than the time they waste themselves. Leaders needs to ask themselves: “How many other people are being affected by my poor example?”. Mastering this simple idea could easily add tens of thousands, if not hundreds of thousands of dollars to the bottom line of a business. n

CONTACT Mick Hawes BUSINESS UncoverHiddenProfits.com PHONE 1800 234 551

www.UncoverHiddenProfits.com

WW BUSINESS STRATEGIES

steps to staying motivated under weighty workloads

It is not unusual for our energy to zig and zag especially under the weight of expanding workloads. And, according to LOUISE CORICA, it is normal to become distracted when it all feels too hard. But by following these eight simple steps, you can stay motivated all day long. Even the most motivated person can become deflated. We all experience the ebb and flow like waves on the ocean. Helen Keller said, “Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence.”

7. Re-vitalising comes with your new focal points. Take time for you in your daily schedule and you will be able to achieve goals, again and again.

Here are eight simple steps guaranteed to keep you motivated and on track.

8. Re-focusing during the day keeps your ‘thinking’ in check. It is our thoughts that sees us doing things, acting out and becoming distracted regularly.

When you begin to feel the onset of a demotivated cycle, STOP whatever you are doing to allow yourself to refocus your mind:

1. Refocus your mind by using an inspirational saying, or your favourite song lyrics. Keep saying it to yourself. Stay with that saying until you feel a shift in your focus. Mine is the lyrics of the song ‘Happy’ by Pharrell Williams.

2. Do something that takes your mind off what you are doing at the time you noticed your positivity becoming depleted, and do something you really ‘love’ to do. Pat the dog, walk the dog, or whatever it is, just do something you love to do.

3. When you are doing your best and favourite thing to do, stay in the ‘moment’– feel the power of excitement, love, or happiness surge within you. Allow that feeling to permeate your mind, body, heart and soul. Stay with that feeling of excitement. This is to be put in your memory bank of ‘happy’ things to do. The

and placing it in the rubbish. When you open your eyes again, focus on brand new images of what you want.

buoyant feeling can be sustained when you repeat it again and again.

4. Communication is important. Always consider talking to someone when you experience a ‘drain’ in your ‘Excitedly Happy Bank’. Ask for support to maintain this focus. You will be surprised that you are not alone and your ‘bank teller’ may have other suggestions that can help you. Remaining motivated throughout your day requires you to review, re-evaluate, revitalise and refocus.

The benefit of these steps is to assist in helping you to correct and change your course back to a positive focus. It is our thoughts that mislead us most of the time. When we read, work on the computer and interact with people, our brain takes us on a little detour that we get caught up in and we can lose our way very easily. To change your mind’s direction back to a positive way of thinking, start taking charge of your thoughts. Concentrate and focus on important things and make your way back to motivated thoughts. n

5. Review what you just achieved. Go over what you have achieved on your daily action plan.

6. Re-evaluate your promise to yourself to sustain positive thoughts and remove everything else. Close your eyes, see yourself putting any negative thoughts in a garbage bag,

Want to achieve business success by making changes? See the new website www.time2manage.com with its new products, services and online store. Opt-in for the ‘Special Report’ or Book an Event online today. Contact Louise Corica on 0418 458 616 or email LouiseCorica@time2manage.com and see results.

CONTACT Louise Corica BUSINESS Time2manage PHONE +61 (0) 418 458 616

www.time2manage.com

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Winter 2014 n WORKING WOMEN® 27

WW HUMAN RESOURCES

HAPPINESS

the inside job to success Mindset, attitudes and behaviours are key components in both growth and longevity of all successful businesses. MANDY NAPIER shares four tips on creating your own winning mindset so that your business is insulated during uncertain economic times.

Change is afoot in the business world! Corporate executives and senior management are slowly awakening to the fact that the secrets to business longevity and success lie in cultivating happy workplaces and happy staff. The keys lie inside the minds of the leaders and inside the minds of the staff. Gordon Cairns, CEO of David Jones, recently said: “To get the most out of your business and people you have to work on yourself first.” Philanthropist, Simon McKeon said, “The only person we spend our entire lives with is ourselves. If we don’t get on well with ourselves we are on a road destined to unhappiness. Happiness creates a better team.” Contentment in the workplace has been shown to save thousands of dollars in absenteeism and turnover according to recent Australian research. Creating a contented workplace and a successful business starts with you first! Here are four tips to help you create a winning mindset for a happier, healthier you.

Master your emotions Don’t let a bad moment at work or a disappointing outcome define who you are or dictate what happens in your day. Don’t take things personally. You are not your emotions so practice detaching from them and cease the stories that fuel them. Create a habit of observing your emotions with no judgment.

Don’t stay bitter, angry or upset for too long. It will sabotage your success! Choose to decide that the feeling of disappointment from a missed opportunity means there is a bigger better one waiting for you. Learn to master your emotions instead of letting them be the master of you.

Manage your stress levels

Constant stress damages your health. Adrenaline and cortisol dampen your immune system. You are less able to think coherently so your functioning and productivity is diminished. Not a good recipe for success. Next time you are feeling stressed, stop what you are doing and focus on your breathing for one minute. Think about something or someone you love and notice how this makes you feel. This simple act of ‘getting out of your head’ allows your nervous system to have a rest and, better still, focusing on something that makes you feel good, means your brain will reward you with a shot of dopamine, the ‘happy’ hormone and antidote to stress.

Be a compassionate communicator

Do you want to nail that meeting or create a win–win outcome in a potentially challenging negotiation? Neuroscience research has proven that if you focus on a positive trait, or value of the other person before you enter a meeting with them, you are more likely to achieve a better outcome. Coming from a place of calm, you will be better equipped to communicate

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with more skill. Your thinking will be clearer and by setting your intent prior to the meeting, you are more likely to create a favourable outcome. Try it out and watch the magic happen.

Forgive yourself!

How often do you beat yourself up for things you haven’t done, forgot to do or ran out of time to do? Research that measured the effects of procrastination showed that when people berated themselves for procrastinating they tended to procrastinate more. They were programming themselves to create more of what they didn’t want. Instead, make a habit of focusing on all the good things you have done and forgive yourself for what you didn’t do. This trains your mind to focus on the positive, and like compound interest, success builds more success. Try out these simple tips. Your happiness, success and business longevity all start with you. Working on your mindset and delving deeper into your inner treasures is the way to create great riches in the outer world of your business. n

CONTACT Mandy Napier BUSINESS Mindset for Success PHONE +61 (0) 408 666 176

www.mindsetforsuccess.com.au

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WW HUMAN RESOURCES

employees HOW TO LOCATE A STAR PERFORMER

Ask any small business owner to name the most challenging aspect of operating their business and attracting good staff comes high on their list of issues. SHARON COLLITT takes would be employers through the process of recruiting, highlighting the critical steps and the importance of getting it right.

Many business owners strive to expand and grow their business and sooner or later they arrive at that point in time where they are ready to take on the second biggest challenge in the evolution of their business, an employee. It’s an exciting time when your business is growing sufficiently that you need to employ other people to handle the expansion of your business. But tread carefully as hiring the wrong person can not only be a costly exercise for your business, it can also cost you dearly both in your time and emotional investment. Operating a business that is in a growth phase is so much easier when you have the right staff on board. Here are some easy steps that will make your recruiting process a smoother path:

Make sure you reward and recognise good work, as and when it occurs, and, in the event your employee trips up and makes a mistake, let them know then and there, in the most constructive way possible. skyrockets when you apply an effective process in the recruitment phase, even if your motherin-law ends up as your ideal first staff member.

EMPLOYMENT CONTRACTS A key element of the employment cycle is to ensure you have formulated your terms and conditions in writing. Don’t leave the employment agreement open to assumptions. If it is not in writing, you could end up defending your terms in court.

TIP: Set out your terms and conditions in

RECRUITMENT Don’t fall into the trap of automatically hiring your brother, best mate, or mother-in-law, because she is good at administration and can type really fast! It may seem easier and cheaper to hire someone you know, but more often than not this quickly becomes your worst nightmare.

TIP: Take your time to scope out the role you want your new employee to perform and write a proper job description. Then look at online employment advertising to place your advertisement. Lastly, make sure you interview and reference check your candidates before making your decision. The chances of success

writing and have both parties sign off on them. In the event you are unsure, always seek the assistance of a professional.

ON-BOARDING So, you have selected your ideal candidate and it is time to get to work. Don’t make the mistake of throwing them into the role and expecting them to know what you want and how you want it done. The on-boarding or induction process is critical to the success of the person you have placed in the role.

TIP: Take a few hours to educate your new employee on how you like to run things in your

business. Train them on your expectations and how you will know if they have succeeded. Refer them to the job description and make sure you are both on the same page when it comes to meeting your expectations.

PERFORMANCE REVIEWS Some managers rely on an annual review process to give their employees feedback on their performance. It is important that employers have a mechanism for checking in on their employees on a regular basis. Most employees welcome regular feedback and not only when they have done something wrong.

TIP: Make sure you reward and recognise good work, as and when it occurs, and, in the event your employee trips up and makes a mistake, let them know then and there, in the most constructive way possible. Most employees will want to know where they can improve and will strive to meet your expectations. By following a well thought out process on employment, your likelihood of success in recruiting staff into your business elevates dramatically. This will allow you to get on with what you do best, running your business. n

CONTACT Sharon Collitt BUSINESS Employment Toolkits PHONE 1300 123 678

www.employmenttoolkits.com.au

Policies and Procedures Instant Downloads Simply download a range of toolkits from as little as $47 each.

20% discount for Working Women readers enter ‘WNA’ on the website under coupon code 1000s of dollars of FREE resources on our website including FREE E-books, FREE templates and the most up to date HR and WH&S information.

1300 123 678 www.employmenttoolkits.com.au

Induction • WH&S • Performance & Development • Policies & Procedures • Recruitment & Selection Winter 2014 n WORKING WOMEN® 29

WW NETWORKOLOGY

Hyperlocal networking in an online world

Women in business or management know that to progress their business or career they need to network. SUE ELLSON discusses how hyperlocal networking is an emerging trend for savvy women in an increasingly online world.

Do you remember stories from your grandparents about bread and milk being delivered daily? About grocery stores that would make up and deliver your weekly order and postal deliveries occurring twice a day? About telephone books sorting tradespeople by location and newspapers advertising jobs? About the nosy neighbour who knew everything that was going on in the local area? Well guess what, in 2014 you can recreate this reality with the click of a mouse. The town gossip has been replaced by reviews on social media and websites. So how can this hyperlocal principle be applied to women in business or management? What do you need to do to achieve your goals through hyperlocal networking?

WOMEN IN BUSINESS 1. Visit all of your local business networks. It may be hard to find them (contact your local council as a starting point) but make an effort to include at least one network event in your calendar every month. By connecting with other locals, you will save yourself a lot of time, energy and money and have the chance to develop strategic alliances around the corner instead of across town. This is really important for women starting a business but also for those who have plateaued.

2. Ask local groups if you can be a guest speaker. This is a sensational way to reach groups of people face-to-face without

introducing yourself over and over again at a networking event. Provide a ‘raffle prize’ where contact details are exchanged for an opportunity to win the prize (seek the organiser’s permission first). Remember to follow up after the event.

3. Offer your voluntary expertise to a group that has your ‘ideal client’. If you are looking for clients that have primary school aged children, then you could support a local school. If you are targeting B2B clients, you could support a local chamber of commerce. When they are dazzled with your abilities, they will naturally ask, “And what do you do?” and you can start your pitch. Make sure your offer is genuine as cheap sales tactics will not be well received.

WOMEN IN MANAGEMENT 1. Be a part of your professional or industry association. In the context of location, this may be further away from your work than you would like, but in the world of your profession, it is hyperlocal. Knowing and mingling with the movers and shakers, thought leaders and high achievers can prepare you for your next step up the career ladder. Make the time to attend professional development events. media network for professionals (over 277 million members worldwide as at February 2014) so connect with your managers, peers and staff, your suppliers, contractors, university alumni, previous employers, previous

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30 WORKING WOMEN® n Winter 2014

3. Organise casual social occasions. Make a time to take your team or even your clients to a local venue on a regular basis. This helps you to connect with the community around your workplace. You may also like to organise joint events – anything that is fun, free and has food is usually popular. It can be very easy to be seduced by technology and forget the value of face-to-face hyperlocal networking. Younger women are most at risk. However, hyperlocal networking is much easier to sustain, it is environmentally friendly and you can make it profitable for either your business or your career. n

2. Connect online via LinkedIn. This is a social

Design with passion

PHONE

colleagues and more and keep your network growing and expanding and your skills current in their perception.

CONTACT Sue Ellson BUSINESS Newcomers Network PHONE +61 (0) 402 243 271

www.newcomersnetwork.com

Eat Cake and Have It Too: An Inspiring Workshop for Women Are you ready for more passion, excitement & freedom in your life? At a cross roads – seeking a career or life transition? Tired of always waiting for ‘some day’ to begin living your life to the full?

WW CARBON FOOTPRINT

Top 8 tips

for recycling e-waste

As we come to the end of one financial year and head into another, CARMEL DOLLISSON reminds us to think carefully about what we do with the old computers, printers and TVs we have replaced or upgraded. Australians love their technology. We have an insatiable appetite for innovation, which is great. But we have to make sure it doesn’t come at a cost to our environment.

Stay data safe. Always wipe important or

Early indicators from retail industry analysts suggest electronic gadgets, tablet computers and televisions were particularly popular during the summer peak retail season. But with homes and businesses across Australia filled with the latest technology, what do we do with the old stuff?

1.6 million tonnes of packaging to landfill in 2012, or 36 per cent of the approximately 4.4 million tonnes we generated. So, don’t forget to thoughtfully dispose of the cardboard box and any plastic packaging that came with your new purchase, or that you have kept from your old one.

WHY RECYCLE ELECTRONIC WASTE?

personal files from your computer before taking it to any e-waste recycling service.

Packaging pollutes. Australians sent about

E-waste is produced at up to three times that of normal household waste production. It can contain toxic materials such as lead, mercury, cadmium, hexavalent chromium and brominated fire retardants that are hazardous, difficult to dispose of and potentially damaging to the environment.

Mark your calendar. Circle a month, even

Here are the top 8 tips for recycling your e-waste:

raw materials like metals, including precious metals, glass and plastic found in a computer can be recycled or re-used if handled by a top-notch recycling service. So, your old laptop could be reincarnated as jewellery, outdoor furniture, or in plastic fence posts in its next life if you take it to an e-waste collection site.

One in-two out. While a lot of e-waste ends up in landfill, a lot more gets stashed in cupboards, garages, spare rooms and shelves around Australia – meaning we have to keep mining our soil rather than recycling all the precious materials accessible above the ground in old technology. So, for every new piece of technology you welcome into your home, commit to recycling two unwanted pieces: that’s called the ‘1–2 rule’, or ‘one in, two out’.

twice a year, in your calendar that you will round up and dispose of all your household e-waste each year. Make it a tradition. Contact your local council to see if they will accept your e-waste.

Reincarnated relics. Over 90 per cent of the

Take it to your work. Take your inspiration to recycle to work. If you are part of a small business, like just over 50 per cent of workers in Australia, then consider how you can influence e-waste recycling in your workplace.

Maybe pool resources and do one trip to your nearest e-waste collection site with everyone’s home and office e-waste together.

Tied up in knots. Those random power cables from your old TV, computer, printer or accessory can also be recycled. Even if they are all knotted up in a drawer and you don’t know which cable belongs to which device – take them to your nearest e-waste site. Thanks to recycling, something beautiful could be made out of it!

Pay it forward. If your computer or TV is still in good working condition, give it to a family member or friend. Encourage your friends and family to get involved and take responsibility for their e-waste. Lead by example and help out those who may need it. Why not collect your grandparents’ or parents’ e-waste and make sure it is also recycled responsibly. n

CONTACT Carmel Dollisson BUSINESS TechCollect PHONE 1300 229 837

www.techcollect.com.au

The largest voice telephony company on the East coast of Australia and throughout Asia Pacific. abn: 21 092 489 364

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Telephony requirements including IVR. Call Nell now on 1800 777 428

Contact Nell now on 1800 777 428 or www.McGirvanMedia.com Look who’s been with us for 20 plus years

Winter 2014 n WORKING WOMEN® 31

WW BETWEEN THE PAGES

OfftheShelf

TOP SHELF

Books, they hold the answers to the great questions in life! Basically they offer the same words just in a different order, but they have been inspiring, educating and bringing tears to eyes for years. Here are our top choices.

NETWORKING MAGIC – how to find connections and transform your life Author: Jill Lublin Price: $15.00

Networking Magic is a revolutionary concept that shows you how to find the best in all aspects of life. Whether you are looking for the most lucrative job, the perfect soul mate, the leading medical specialist, or virtually anything else. This is the one book that gets you on the inside track to the top experts, the highestquality services, and the least expensive products. Available for purchase at www.amazon.com

LAZY RUNNER

Author: Marie Bean Price: $25.00 The best thing to ever happen to running has arrived – a book on how to run the Lazy Way! It covers all aspects of running, from taking your very first running step to the ultimate running goal – the Marathon – and everything in between. The original Lazy Runner, author Marie Bean has been a runner for 25 years and has coached runners for the past eight years. She has completed 13 marathons and last year at the grand age of 50 she started running ultra-marathons. However, her biggest claim to fame is that for all those years of running races, not to mention the thousands of miles of training, she has never had an injury. Available at all good book stores or visit www.lazyrunner.com

GREEN THUMB LEADER

Author: Karen Schmidt Price: $27.50 printed | $16.50 e-book Being a successful leader takes more than just knowledge and skills, you also need the right attitude. Learn how to apply the principles that successful gardeners use to help you grow into the best leader you can be. Whether you are a small business owner or work for an organisation, this book is full of practical tips and common sense advice to increase your results. Learn how to be a more natural leader, get the maximum out of your team members for the minimum effort, and develop in five areas essential to success as a leader in any industry. Available for purchase from www.letsgrow.com.au

THE SASSY D.I.Y. FLYER DESIGN

Author: Jeanne Treloar Price: $9.90 e-book How many hours do you waste trying to design your own flyers? Does your heart sink with embarrassment every time you hand out a homemade flyer? Do you wish you could do it better? What if you could learn the basic design principles to create your own flyers using the software of your choice? For many small business people, the cost of engaging a designer to create something as ‘simple’ as a flyer is often out of reach. With this e-book as a resource you can DIY your own flyers and do it well. Available at www.sassybranding.com/products-3

Easy Events by Louise Corica

TIME2MANAGE EASY EVENTS

Author: Louise Corica Price: $29.95 e-book

CATAPULT: A Woman’s Guide to Building a 7-Figure Business

Author: Abbie Widin PhD Price: $15.99 (paperback) and $9.99 (Kindle) Women are starting up businesses at a faster rate than ever, but less than half of them are drawing an income from their business. This book helps women to discover the steps that 7 and 8 figure business owners have taken to make their businesses super successful. Offering new mindsets supported by personal stories, the practical business building steps in this book will help women to up-level their businesses. It will unlock the mindsets that are holding you back and empowers you to the actions needed to catapult your business. Available in both paperback and Kindle from www.amazon.com

32 WORKING WOMEN® n Winter 2014

Want to run a great business conference, work social function or even a community event and not forget any of the details? Then order a copy of this practical guide, with step-by-step processes and a very long list of items to be considered for almost all occasions. This e-book includes reminders for everything from the red carpet to alcohol permits. It will also assist committees running community events including providing templates needed to keep good records so you can achieve the best outcome for your events. Available online at www.time2manage.com

China

WW OFFSHORE

is more than Shanghai and Beijing

Have you considered exporting products or services into China? So where do you even start? We asked JENNIFER MCQUEEN to give us the lay of the land and pinpoint locations where your business might find the highest potential for export success. Many media stories of late have pointed to the endless business opportunities in China, yet every story shows pictures of Shanghai. Where do I start you might ask? And should I even look at China as the place for my company? China has the fastest growing economy in the world, yet rumours talk of it running out of puff, or even money. So what’s going on? It is true that China’s growth rate is slowing and there are, among others, two key reasons for that. Firstly, the central government realised some years ago that the growth rate was not sustainable. A growth rate now of 9 to 10 per cent because of the much larger economy, would be equivalent to over 13 per cent back in 2007. The larger base MUST slow growth to a more realistic 4 to 5 per cent given its huge size. Secondly, the country is entering the later stages of a transition from an export driven economy to a consumption based one. What does that mean? They want to drive their sales more from their own customers than from sending products overseas. During that change, the customer base has to grow, and like any business, the early stages are slower. The difference with China is that they have a controlled economy. Recently, the government released their latest urban plan. The aim is to move one hundred million people from rural farms into cities by 2020, meaning that 75 per

cent of China’s affluent consumers will live just outside the Tier One cities. They will expect homes, jobs, transport, shops, schools, hospitals and all the other services we expect in large cities. Only the government owned businesses have the currency to establish these facilities from scratch until they begin to produce selfsustaining momentum. In the meantime, there is a market somewhere in China for every quality and price competitive product or service. Shanghai is well known as it is one of the oldest internationally focused cities in China. There is a new Free Trade Zone to keep the momentum going, residents come from across the globe, and English is widely used on street signs, shops, quality restaurants etc. Three of the top 10 restaurants in Shanghai are owned by Australians. For these reasons almost every company looks there first. Shanghai, Beijing and Guangzhou are considered mature markets. They demand the very best of everything, and are cut throat competitive as the whole world wants a slice of the large, educated and internationally focused population. But these Tier One cities may be too expensive for your business to make headway profitably. However, there are several other Tier Two cities that are setting very high standards for their residents and developing into worthwhile

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destinations for new products or service providers. Residents don’t want to be carbon copies of the majors, they want their own image and style, yet they are still keen to establish links with quality western partners. English is not as widely spoken, but still available and the standard of living is very high. These cities include amongst others, Shenyang and Dalian in the north, Hangzhou and Suzhou, not far from Shanghai, Tianjin just south of Beijing, Chengdu in the south west, and of course the largest city in the world, Chongqing. Do some research by going to China. Visit a few different cities outside the key stops and see for yourself whether this is the place you want your business to be. But keep in mind it is tough and competitive. Don’t try to sell by remote control, it won’t work. Be prepared to localise what you do, gather quality support around you and carefully target your market positioning. The sheer volume, pace, vibration and prospect range are all infectious, and the opportunities are endless, but so are the pitfalls. Make your first visit an exciting one to learn and be motivated and come home inspired. n

CONTACT Jennifer McQueen BUSINESS Ausnindo Consulting Group PHONE +61 (3) 8862 6363

www.ausnindo.com

Do you want to attract new clients in 2014, but not sure where to start? Our Visual Marketing Plan is a series of practical tools that will arm you with a clear map of how you can drive your marketing strategy. Call us now to gain a clearer understanding of WHO you are marketing to, and WHERE they are. Email esperanza@torreswriting.com.au Mobile 0405 041 014 Website www.torreswriting.com.au Winter 2014 n WORKING WOMEN® 33

WW ON THE MONEY

Invest well

and be the difference

Do you profit from gambling, weapons manufacture or logging companies held through your investments or superannuation? Would you prefer your money to support education, recycling and renewable energy? MARY CAMPBELL explains how to go about investing responsibly and ethically.

You might donate to your favourite charities on a regular basis, buy organic produce and recycle at home but have you ever thought about what companies your superannuation savings are supporting? You may not be aware but your superannuation funds may be invested in weapons manufacture, gambling or tobacco. On the other hand it could be invested in recycling, healthcare and solar panels. The point is you do actually have a choice to invest in companies that have a positive impact on the world through responsible investing. So what is responsible investment?

Responsible investment or ethical investment is a way to: Help you achieve your goals with sound financial performance over time, and n

Feel good by investing according to your values and supporting companies doing the right thing. n

Everyone’s values are different and not all responsible investments are the same. This is why it is important to find the best responsible investment to match your personal values. Responsible investments generally avoid investments that may harm people and the environment, for example, tobacco and pollution. They seek out investments that support people and the environment including areas such as healthcare and renewable energy.

Financial Performance The latest Responsible Investment Association of Australasia (RIAA) survey shows Responsible Investment Australian Share funds performed better financially than mainstream funds over the 1 year, 3 year, 5 year and 10 year period to December 2012.* This shows that taking environmental and social issues into account alongside financial criteria may financially benefit your portfolio.

How to match your investments with your values:

risk, recommended time frame, management team’s expertise and experience, fees, insurance on your account and any other benefits or disadvantages. If you decide to change you may incur additional fees and taxes. If you hold insurance through your super fund you may lose the cover if you close your account. To learn more about choosing an investment or super fund visit www. moneysmart.gov.au. Weigh up all the options including the ethical criteria and the financial criteria and decide which investment or super fund is right for you. n

Write down a list of issues that are important to you. Next, write down activities you would like to avoid or support. Also write down what is the goal with your money? For example, do you plan to use the money to travel, build wealth or have a comfortable retirement? n

Contact your investment fund and super fund to find out if they take environmental, social or ethical considerations into account when investing. If they do, ask for the criteria they apply and a listing of the underlying investments – being the actual companies, property or securities they invest in. n

Your choices You can support companies when you purchase products and services, for example, purchasing environmentally friendly detergent or organic fruit and vegetables. Through donations, you can support charities and causes that are important to you. Through your super fund and your investments, you have the power to support companies that have a positive impact on the world. What and who do you want your money to support? n *Note: past performance is not a reliable guide to future returns.

Research available responsible investment options and obtain the same information as you have for your current investments. A good starting point is the RIAA website www. responsibleinvestment.org. n

It is important to also compare the financial information including the asset allocation, n

CONTACT Mary Campbell BUSINESS Gold Leaf Financial Services PHONE +61 (0) 437 554 653

www.goldleaffinancial.com.au

Are you looking for someone... ...who can help your business develop and grow while ensuring you pay no more tax than necessary? Someone who provides a professional yet personal & friendly service and helps you achieve your personal and financial goals? If so, you have come to the right place. Here at TaxBiz Australia, we want to become valued advisers to help you and your businesses reach and surpass their potential. We pride ourselves on always being available to you. We listen to our clients and provide timely, innovative solutions that save them money, time and stress. So please call Kellie Clay (WNA Member) today to see how we can help you +61 (3) 9720 6811.

www.taxbiz.com.au 34 WORKING WOMEN® n Winter 2014

Creating SolutionS For Your Future

WW ON THE MONEY

How to make saving and managing money

FUN FOR THE KIDS

When they won’t eat their vegetables we cut them into playful shapes. So when it comes to instilling great savings habits what can parents do to ensure their offspring develop life skills to handle money? JAN WATMAN takes us into the playground of money management.

As a parent you are teaching your child about money through what you say and do every day. Children listen to their parents (although sometimes do not respond when you want them to) and then mimic this in their own behaviour. These days many children may think there is an endless supply of money from the whole in the wall (Automatic Teller Machine – ATM) or the bit of plastic … the credit card.

Here are some simple tips to teach your children how to save money: Start a piggy bank. Teach young children the value of coins and encourage them to save using a piggy bank or jar. n

Match savings. For every dollar your child saves, offer to put in a matching contribution to motivate them. n

Open a savings account. Encourage them to open and deposit a portion of their money into a savings account in the weekly banking and track the interest. n

Set goals and visualise them. If they want to purchase an expensive toy, encourage them to put a picture of the item and maybe a drawing of an empty thermometer on a jar. As they save their money, colour in the thermometer to track their progress visually. Discuss how many weeks it will take to save. For multiple items, have multiple jars with different pictures. This teaches your child to set aside money for short-term and long-term goals and to prioritise. n

Would you like the teenage GIRL in your life to: learn about the importance of savings plans? learn how to take control from an early age, to ensure financial security? n start thinking about her financial future? n n

Set a good example. Save money in front of your children. Save coins in your own jar and then deposit the money when you are with your children. Explain what you are saving for. Children are very observant and great mimics. n

Help them spend money. It is not all about savings. Occasionally, children will get so focused on saving their money that they won’t spend along the way. Help them enjoy their money by spending some on small purchases. n

As your child grows these 8 ideas maybe less inspiring, but you can still help older children: 1. An allowance. When children receive an allowance they must learn very basic budgeting and money management skills and also the need to work.

2. High yielding savings account. Help them research online and open a high yielding account online and explain the importance of compound interest.

3. Help your child prioritise. As your child gets older get them to write out a wish list to spend money on and prioritise that list. Ask your child to think long term as well as short term, e.g. a new tablet or perhaps even their first car or home. Then, have your child allocate an amount of their allowance, or ‘income’ to each goal. These are the beginnings of a financial plan and this type of thinking will serve your child well in the long run.

4. Let your child make mistakes. Often this can be hard, but sometimes the best lesson

comes from a poor decision, however, be ready to step in and help guide them if needed.

5. Talk about money. While you may not want to discuss your salary in front of your children, but how about your financial plan or weekly budget. Take care to avoid complaining about or always talking about money in their presence as you don’t want them to think money is everything.

6. Look for good deals with your children. One key to saving money is looking for deals on purchases. If they find an item in store, why not go home and look for a better deal online with them. This will remind them to comparison shop before buying expensive items.

7. Encourage charitable giving. Introduce philanthropy to your children early and they will likely become eager volunteers and donors.

8. Teach them to invest. Once they have mastered basic banking skills, encourage your child to learn about the stock market and other forms of investment. Parents are the number one influence on their children’s financial behaviours, so it’s up to us to raise a generation of mindful consumers, investors, savers, and givers. n

CONTACT Jan Watman BUSINESS Start Fresh Finance PHONE +61 (0) 468 371 449

www.startfreshfinance.com.au

BertyButton Gets a Team! ®

Financial guidance for girls FIT offers a 1.5 hour workshop for teenage girls, covering the basics on personal finances n FIT comes to your school, youth group, sports group, etc... n

Andrea is a qualified secondary school teacher and an experienced financial services practitioner

Andrea Cincotta – 0449 008 292 www.financiallyindependentteenagers.com.au Winter 2014 n WORKING WOMEN® 35

WW ON THE MONEY

How do you make

money out of shares?

If you have heard the terms capital gains’, ‘dividend yield’ and ‘blue-chip companies’ and wondered how the mechanics of these actually work, then sit back as BIANCA DEZOTTI, PATRICIA DOYLE and SUSAN RALLINGS unravel the basics of common share investments. When a company grows to a level where they require additional funding for further expansion, they may look for a source of capital raising through private or public equity. The latter is typically known as an ‘Initial Public Offering’ or an IPO. Investors can buy a piece of that company through a share of stock via a share broker. For example, Sparkle National Limited would like to raise $10 million in order to facilitate a manufacturing plant as requested by their key customers. They engage with an underwriting firm who successfully helps them to publicly list Sparkle National Limited (SPL) on the Australian Securities Exchange (ASX) by issuing 5 million shares at a cost of $2 per share (5,000,000 shares x $2 = $10,000,000). Mary bought 2,500 SPL shares in the initial public offering at $2 each, which cost her $5,000. Since listing, SPL used the funds to facilitate their manufacturing plant that generated excess profit of $25 million in the first 18 months. SPL announced they would pay this out to shareholders, which equated to 20 cents per share (5,000,000 shares listed ÷ 20c per share = $25 million). This would be a 10% dividend return for Mary. However, Mary unexpectedly required funds for a new car and decided to sell her shares before the dividend would be allotted to her. Due to the recent dividend announcement, SPL shares were valued higher by the market and were trading at $2.25. Mary decided to sell all her shares to lock in a profit of $625 of 12.5%.

As shown, Mary’s wealth could have been built in two ways:

dividends with low volatility in the share price in order to protect their capital.

1. Capital Growth. An increase in the share

It is important to remember that regardless of what stage of life you are in, diversification is key to mitigating risk in specific sectors or asset classes, as risk is inherent to any investment. Cash and fixed interest deposits hold interest rate risk and don’t generally protect against the effects of inflation. Shares hold volatility risk and are best to be proactively managed. A qualified stockbroker is able to provide recommendations based on your situation to develop a specific portfolio to cater for your needs and objectives, whether they are short, medium, long-term or a combination of these.

price was a result of the market valuing SPL’s increased profits and dividend highly, which drove the share price higher than when Mary bought the SPL shares.

2. Dividends. Mary could have held her shares to receive the 20 cent dividend payout (2,500 shares x 20 cents = $500 dividend). The share price may have dropped after the dividend was paid, however, Mary would have had the potential for further capital growth and future dividend payouts.

WHAT SHOULD YOU LOOK FOR IN A COMPANY? This will be heavily influenced by your individual reason for investing. For example, a 20 to 30 year old may look for high growth companies in order to grow their capital over the long-term. A 40 to 50 year old may look for both growth potential and fully franked dividend-paying companies in order to assist in tax planning. A 50 to 60 year old may engage in a combination of strategies in order to maximise the benefits of superannuation investments preretirement, such as attaining financial advice in relation to transition-to-retirement strategies. Retirees may not necessarily look for high capital growth potential, as they are typically more reliant on receiving dividend income to help supplement their pension payments. They may look for high quality blue-chip companies that have a strong track record of paying good

Now is the time to review your finances, see where your investments are and how they are performing for you. It may be useful to also discuss alternative investment strategies with an adviser for professional advice in order to best utilise your funds to help reach your individual goals. n Important information: The information contained in this article is general information only. It does not take into consideration any specific needs, situations or objectives. Before making any financial decisions you should make sure you are comfortable that the strategy suits your needs and objectives, and your risk profile. If necessary, you should seek professional advice.

Bianca Dezotti, Patricia Doyle & Susan Rallings BUSINESS Morgans Financial Ltd PHONE +61 (7) 3334 4982 www.morgans.com.au CONTACT

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1 Springwood Rd Underwood Q 4119 Phone 07 3341 1007 email info@blinks.com.au Web www.blinks.com.au

36 WORKING WOMEN® n Winter 2014

Susan Rallings Authorised Representative: 276885

Stockbroker/Financial Adviser 07 3334 4865 susan.rallings@morgans.com.au

Patricia Doyle

Never underestimate the power of a well-made decision

Authorised Representative: 342302

Stockbroker/Financial Adviser 07 3334 4966 and 02 9373 4416 patricia.doyle@morgans.com.au

Bianca Dezotti Authorised Representative: 442150

Stockbroker/Financial Adviser 07 3334 4982 bianca.dezotti@morgans.com.au

Looking for a team that delivers results? With over 30 years experience in the financial services industry Susan Rallings, Patricia Doyle and Bianca Dezotti can provide tailored financial advice on your investments, superannuation and insurance. Get on the right track, make the call today.

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Winter 2014 n WORKING WOMEN® 37

WW RISKY BUSINESS

CHOOSE WISELY

who you end up in bed with Are you fully prepared in the event that your business partner becomes seriously ill or even worse dies? By default, will your business partner’s spouse take over their position in the business? If the very thought of that scenario sends you into a mild panic, then DELMA NEWTON’s advice on business succession planning may be worth considering.

What would happen to your business if your business partner became seriously ill or passed away? Without the proper contingencies and agreements in place you may very well find yourself in business with your partner’s spouse – not necessarily a desirable outcome!

attack), there may be uncertainty over the likelihood of the business owner recovering or ever returning to work.

But don’t panic, business succession planning holds the key to a smoother path when unexpected situations unfold during the life of a business. Business succession refers to planning how a business will be managed in the event of the death, illness, injury, retirement or departure of one of its owners.

If business owners don’t have plans to safeguard their business, the result may be: the continuing owner(s) may not be able to afford to buy out the outgoing owner’s share of the business, or n

the outgoing owner’s family may receive less than the market value for their share of the business, or n

in the case of death, the estate may insist on immediate and direct involvement in the control and operation of the business, but may not have the expertise to handle this. n

in the case of death, the estate of the deceased business owner may be forced by circumstances to sell his or her interest in the business to an outside buyer at a fire sale value.

the continuing business owners may end up doing all of the work, but splitting the profits with a non-working owner. n

the business may no longer be viable and be forced to wind up. With a formal business succession plan in place, business owners can exit on their own terms and ensure that they or their estate receive the full value of their share of the business. Generally, business succession planning has two key components: (1) the transfer (buy/sell) agreement, and (2) the funding mechanism. A buy/sell agreement is a written contractual agreement outlining how a business owner’s interest is dealt with if a trigger event occurs, e.g. they die, become disabled, suffer a trauma or want to resign or retire. You will require a solicitor to draw up this agreement. The funding mechanism is the way in which the continuing owner(s) will fund the transfer: n

realising business assets

realising personal assets

borrowing the cash

in the case of traumatic illness (e.g. heart

gradually paying off the outgoing owner (or estate/beneficiaries), or n

using insurance.

We can assist you in: • Working out the best options for you • Co-ordinating your business/partnership agreement • Working out how much insurance is needed • Getting the insurance in place

Call today us on (07) 3018 0587 Email: delma@totalportfolio.com.au

38 WORKING WOMEN® n Winter 2014

AFSL: 290769

However, not all trigger events can be covered by insurance, for example, you cannot insure against retirement or resignation. A mechanism for measuring the value of the business at the time of exit of the partner needs to be agreed upon and placed in the agreement. The sum insured may also be increased to take into account any capital gains tax that may be payable upon the transfer of a portion of the business. Generally, your accountant is involved in this stage of the process.

MANY THINGS TO BE CONSIDERED The structure of the buy/sell agreement and the ownership of the insurance all depend on the structure of the business in combination with the individual needs and objectives of the business owners. Differing structures will have different tax outcomes. Hence, professional advice is essential in setting up these agreements.

Need help in setting up your business succession plan?

www.totalportfolio.com.au

Insurance is generally the cheapest and most commonly used option. The other options all require the surviving business owner(s) to find one dollar for every one dollar required to pay the outgoing owner. With insurance, the cost for the continuing owner(s) is effectively only the cost of the premiums throughout the life of the policy. A financial planner can organise this.

Generally, the agreements that work best are drawn up with input from your financial planner, solicitor and accountant. Without an agreement in place you may well end up in business with your business partner’s spouse. n Important information: The information contained in this article is general information only. It does not take into consideration any specific needs, situations or objectives. Before making any financial decisions you should make sure you are comfortable that the strategy suits your needs and objectives, and your risk profile. If necessary, you should seek professional advice.

CONTACT Delma Newton BUSINESS Total Portfolio Management PHONE +61 (7) 3018 0587

www.totalportfolio.com.au

WW RISKY BUSINESS

Lessons from

disaster zones As part of her job KATE FAIRLEY travelled to the Blue Mountains to help residents and bushfire victims with their insurance claims. Unfortunately, the overwhelming majority of residents had to face up to some pretty harsh realities. She explains why everything doesn’t just look after itself – YOU DO and that means YOU making informed and educated choices when buying insurance.

Whether it’s a bushfire a few suburbs away or a cyclone on the other side of the country, every year we are reminded of the importance of ensuring we make an informed decision when it comes to protecting our homes and businesses should the worst case scenario happen to us. If you are unfortunate enough to lose your home in what’s becoming an increasingly common occurrence of freak weather events, you will be told by your local council that it was your responsibility to check for changes in the building code, it was your responsibility to determine the cost of rebuilding your home, and it was your responsibility to insure your home accordingly. You will be told by your insurer that you entered into a legally binding contract and as much as they would like to let you go back in time and pay the extra premium for a higher sum insured, it is simply not possible. So, in the same way that you should have a bushfire survival plan or know the cyclone rating for your home, you should also make sure you will be able to recover if your life is saved but your property is lost.

Things to consider: To start with you need to determine the cost of rebuilding your home from scratch. Not what it cost 20 years ago, but what it would cost to rebuild today. Many people rely on their council rates notice to assist them but this is not a true indication as it is a market valuation of the house and land combined.

Because of all these factors it is extremely difficult to accurately determine a sum insured for your home, and this led to the majority of home owners in the Blue Mountains being severely underinsured.

If the worst case scenario happens to you, there are three possible scenarios.

1. You’re underinsured. Now you have to find $100,000 to rebuild or downsize to a smaller home.

2. You’re perfectly insured. This is possible but unlikely.

3. You’re over insured. When determining your sum insured you chose to pay a little extra each year so you would have more than enough to rebuild. You won’t receive your full sum insured but you will receive a brand new home.

What’s the catch? Some insurance policy wordings are written so that you can over insure your home and use the leftovers to comply with changes in council requirements such as installing a rainwater system even if you didn’t have one previously. Other policies will pay the cost to rebuild exactly what you had, but if there is money left over they will not allow you to use it on those extra requirements. When it comes to any financial products you should always seek professional advice, and the professional you need to speak to about

When it comes to any financial products you should always seek professional advice, and the professional you need to speak to about home insurance is a general insurance broker. home insurance is a general insurance broker. They aren’t licensed to give a valuation on your home, but the products they sell often have safety nets to take out some of the guess work such as $5,000 towards the costs of a solar power system or grey water recycling system, paid as an additional benefit on top of your sum insured. Most broker policy wordings will also allow you to use $25,000 of over insurance to meet the requirements of any statutory authority in connection with rebuilding or repairing your buildings. Insurance is an amazing product which can actually put you in a better position than you were before a loss, but only if you have chosen the correct product for your situation. Always seek advice from a professional to make sure you know how your policy will respond should the worst case scenario happen to you. n

CONTACT Kate Fairley BUSINESS Get Informed PHONE +61 (0) 433 544 211

www.getinformedinsurance.com.au

You then need to work out what changes would need to be made in order to comply with the current rules mandated by council. For instance, Maroondah City Council in Victoria requires all new homes to have a 6 star energy rating and either a rainwater tank for toilet flushing or a solar hot water system. There may also be Bushfire Attack Level (BAL) ratings to consider which dictate additional building requirements based on your proximity to the Flame Zone. For regions where cyclones commonly occur there are Wind Classifications to consider. Winter 2014 n WORKING WOMEN® 39

WW PRODUCTIVITY

Overwhelmed by clutter?

BURIED IN CLUTTER? It’s never about the stuff Have you ever ‘tidied’ your office or home to find it a mess again within the week? LOUISE D’ALLURA shines the spotlight on why we end up back at square one. When you spend most of your time observing where people’s time and organisation systems fall down, you discover something very curious. It is never about the ‘stuff’. The ‘stuff’ is only ever a symptom of what is really going on in your life – delayed decisions, multitasking, accumulating way too much for the space or too many to-dos for the time you have. There are four things to consider:

Do you have the basics right?

Want to feel organised and on top of things? If you’re living under a mountain of paperwork, wasting time looking for things and struggling to find time to work on your business, Louise D’Allura will work with you to design the most effective layout for your workspace and implement simple systems so you can get more done in your day. Working Women Readers can book in a complimentary Focus session today! Call 0408 723 559 or email louise@TheRevampExperience.com.au

Mismanaged time and space can be detrimental to your business. Research shows the average executive wastes six weeks a year looking for lost documents. Who can really afford that? Take a look at the tasks you need to do on a regular basis and get the right foundations in place: Do your regularly accessed items have a home or do you have more stuff than storage space? If it is difficult to put things away you are less likely to do so. n

What are the systems you rely on to keep your business functioning? Does it feel like ground hog day? What are the questions you are asked all the time? Look at how you can make things easier, for example, template responses for common client/staff enquiries; or creating an events/expo tub. Jot down those common tasks and work out how to systemise them. n

What are your routine habits? Habits make your life easier in the long run. n

Are you setting yourself up for failure?

Louise D’Allura, Director

Are you being honest with yourself about your chances of getting things done? If you have a big appetite for to-dos, you will end up juggling commitments and need more than 24 hours in a day to complete them.

louise@TheRevampExperience.com.au

0408 723 559

www.TheRevampExperience.com.au 40 WORKING WOMEN® n Winter 2014

Online strategist Laura Roder has a great way of putting it: “If you have more work or life than you can fit in your own 24 hours, trade money for a few of someone else’s 24 hours.” When you are in your genius zone, things don’t take that long because you are great at what you do. But continuing to do things you are not great

at costs you more in the long run in terms of money and stress.

Mindfulness – finish the cycle

Oprah’s Organising Guru Peter Walsh uses an analogy of a washing machine to describe how important mindfulness is to STAYING organised: “You throw laundry in your washing machine. You run the machine for 20 minutes. You then turn off the machine and leave it for a week. You end up with a stinky, smelly mess. That’s because you haven’t finished the cycle. It’s the same thing with anything else in your home. If you open something, close it. If you wear something and take it off, put it in the hamper or put it away. If you finish something, replenish it. When you have a bowl of cereal, does the box go back in the cupboard? At night, do your clothes go in the hamper or on the floor? We have a choice: to be mindful and complete the cycle, or to end up with a stinky load of washing in the metaphorical machine. You have to finish the cycle.”

What makes you tick?

We are complicated creatures. Our internal resistance and personal beliefs can cripple us from taking action or not taking action. Exploring the real reasons behind why you keep clutter in your schedule and space is the key. For example, selective perfectionism might be more helpful than putting off getting your home or office organised until you have the ‘right’ amount of time or resources. There is no perfect time, only a decision to start and make things different. When you get the foundations right and then identify what you need to do on a daily, weekly, monthly basis to keep on top of things, you will find your efforts are focused on the higher level of system improvements so you can set yourself up for success. n

CONTACT Louise D’Allura BUSINESS The Revamp Experience PHONE +61 (0) 408 723 559

www.TheRevampExperience.com.au

WW EMPOWERMENT

The Greatness

PRINCIPLE

™

When asked how our business or family is going, our automatic response is often: “Yeah, it’s all going great!” It’s easy to get caught in the fantasy of being great and having a great business when the truth is that everything is not going as well as you expected. JEN HARWOOD asks you to reflect on your greatness. Are you really nailing it or has your greatness gone on a holiday?

Most people have experienced being great at least once in their life. So, when faced with a new project, relationship or challenge, most people charge ahead with full confidence and the expectation they can replicate their great success. In fact, this self-confidence, causes them to believe that their past success was actually due to themselves being great. Ah, the trap has silently sprung and they are the caught in a self-fulfilling future of failure as this time they will not create and work The Greatness Principle™ they naturally and unconsciously used last time.

GREAT RESULTS COME WHEN: the project or task is bigger and more important than yourself. n

you realise you don’t have enough resources, skill, strategy or wisdom for the project or task. n

you realise you cannot be everything to everyone. n

you let the project or task work though you.

you let go of control, credit and recognition!

At some level, everyone wants to prove themselves or take credit for outcomes and results. That is our ego’s demand and a natural need in being human. To have greatness in your life you must be committed to building your own character and

Suffer from allergies? Time poor? Whether you hate cleaning or would like to get your cleaning done in less time with less effort. Arrange a face to face consultation with WNA Member Janelle Bostock today for some great solutions. e: Lashack@bigpond.com or m: 0438 510 496

resilience, to stop making everything about you, to work in collaboration with others and realise the simple and powerful truth which is: your life matters, your life impacts others and it is your responsibility, not anyone else’s to bring greatness to every aspect of your life, no matter what the circumstances. Media, popular culture and peer pressure cause us all to focus on self! Look good, say good things, be a good person, be successful, get out there and make it happen, be seen to be making a difference and the result of doing all of that is that you will have a great life. Rubbish! If you do that you will get one result: you will be seen to be having a great life, however, your life will be all about proving you have a great life, when in actual fact it is empty, exhausting and draining. People who have great results in career, business and family have their head focused on what is important. They are not focused on seeking recognition. They have strong deep relationships that they regularly invest in and they build teams, followers and groups. They have a strong sense of character about who they are for themselves, their family, their business and their community. They are leaders in their life and they understand that who they are being and what they do impacts others and they take a humble responsibility for that.

already. You have seen them. You know they are not on a proving or look good mission. They have a way about them that is calm, even if they are dealing with circumstances that are stressful and a lot to bear. They are considered, they reflect, they have a way with people that engages rather than repels. Life works for these people and it keeps getting better. Why? They are living The Greatness Principle™ and they have built a powerful support team around them causing them to be great. Have you got this principle working in your life, career or business or are you doing everything on your own? Everyone can have a great life, family, career and business. It doesn’t matter where you start or how much or how little you have to invest in it. Greatness starts as the burning desire of your soul for magnificence, followed by a secret promise to yourself to strive for it and then the most important part is letting go of control and asking and receiving help from others. It’s time for your greatness to shine. Where are you stopped in life? Who can you ask to help you? Go on, I dare you to be great! n

Would you like that in your life? Think about your life, your business, your family, and your community. You know the great people

CONTACT Jen Harwood BUSINESS Motivational Speaker,

Author & Coach 1300 791 291 www.jenharwood.com PHONE

The Greatness Principle

™

The Greatness Principle™ has been written for leaders in the three main areas of influence in our community – corporate, small business and family. Wherever you lead in your work, business or life, this book is a MUST to ensure your support system is in place to create GREAT results for all. Jen Harwood, leadership expert, has been working in the field of business leadership and success for over 15 years. This book’s concept is simple, yet incredibly powerful and when applied to your business, your workplace or family, magic happens. Jen is extremely excited to be releasing this information as her clients have been asking for it for the last few years.

For more information please call 1300 791 291

Pre-order your copy now at www.greatnessprinciple.com Winter 2014 n WORKING WOMEN® 41

WW TRAVEL

SHANGHAI A SHOPPI NG MECCA There is nothing more relaxing than engaging in some serious retail therapy whilst holidaying. And it’s even better if your holiday destination provides the opportunity to pick up some bargains. SANDRA MARTIN and NATALIE SHEPARD share the excitement and value to be found in the cosmopolitan city of Shanghai. Shanghai is a vibrant, bustling, cosmopolitan city with the old worldliness of a colonial time gone by. Cutting edge modernity and old fashioned sit comfortably and respectfully side by side, making Shanghai a fascinating place to explore. It is, in fact, one of the best cities in the world to head out on foot and explore, being both safe and easy to navigate. Other options are the super clean metro system or taxis. It’s a good idea to have several business cards from your hotel, with the hotel address written in Mandarin which you can use in a taxi to get yourself back to base. Ask your travel agent to arrange an Englishspeaking guide for you to keep in touch with throughout your stay. This will allow you to enjoy the flexibility and independence to custom design your own touring and shopping experience. For example, you may like to take a day trip to Suzhou, the Venice of the Orient, with a bit of shopping thrown in. Shanghai is a 10.5 hour flight from Australia with only two hours time difference. What a bonus, no jetlag so you can hit the ground running when you arrive. Aim to stay in a hotel near The Bund or on Nanjing Road, which is the major shopping strip. These two locations give you lots of choices and they are within easy walking

Calling all

distance of all the major attractions, for example, People’s Park, where you can join in the morning’s Tai Chi, yoga or perhaps a spot of ballroom dancing in the Town Square.

you will need to try the garment on to make sure it fits perfectly and is the quality product you were expecting. Allow yourself a minimum of three days from ordering.

Shanghai is world renowned for its shopping, silk, pearls and tailor-made clothing. The expats have their garments made at the ‘Fabric Market’ or more correctly the Shanghai South Bund Soft-Spinning Material Market, at 399 LuJiaBang Road. For the novice, three floors of tailors all competing for your business can be completely overwhelming. It is easy to get swept up in the moment, so it’s always a good idea to have someone with you to provide a second opinion. This ensures that the garments you’ve had made do flatter your body shape, make you look great and offer value for money. After all it is only a bargain if you are going to wear it when you return from your holiday. It is a good idea to collate in advance a ‘look book’ of styles that you may wish to have made.

In the evenings you can wander down Nanjing Road and explore the large department stores. Sizing, which was a challenge a few years back, is more flexible now and you can easily find clothes up to size 16–18 off the rack and shoes up to size 40.

The ‘Fabric Market’ opens from 10am until 6pm and has an ATM machine outside. Expect to barter for your purchase and to pay 20–30% of the initial price. Bartering is an art and has a definite etiquette. You need a sense of fun and a ready smile. When you have reached agreement you generally pay 50% up front with the balance due when you collect the item. On collection

Pearls City (no that isn’t a spelling mistake) is three floors of jewellery where you can purchase ready-made or design your own and have them strung, right there and then. Shanghai is an amazing experience, and you can do as much or as little as you wish. Each day you can enjoy the sights, interact with the local people, visit stunning gardens, galleries and museums, acrobatic shows and go shopping. Then round off a sensational day with a massage, delicious food and drink, conversation and laughter with your travelling companions. n

Sandra Martin and Natalie Shepard BUSINESS Wild Wacky Wonderful Women PHONE +61 (0) 414 728 968 www.wildwackywonderfulwomen.com CONTACT

If you want a unique, fabulous, fun travel experience with like-minded inspiring women, then this is the trip for you. With over 25 years experience in the travel industry, Sandra Martin your image and style coach is constantly amazed by China, this country of contrasts has an ability to surprise and delight at every turn. Join Sandra and Natalie Shepard your ‘Can-Do’ Guru and Organiser of all things and other Wild Wacky Wonderful Women in China. 11 days visiting Beijing, Xian & Shanghai or 7 days sights and shopping in Shanghai. Bookings are being taken now for May 2015. A holiday here makes perfect sense, China has it all and is affordable. WWWW – Sandra: 0414 728 968 Natalie: 0419 607 200 228A Lygon St, East Brunswick, Vic 3057 Email: travel@wildwackywonderfulwomen.com.au

www.wildwackywonderfulwomen.com.au 42 WORKING WOMEN® n Winter 2014

WW TRAVEL

Ibiza

the party capital of Europe

It’s the playground of the rich and famous with celebrities giving this Mediterranean holiday destination a workout each summer. But you don’t need a Hollywood bank balance to afford to tick this beautiful island off your bucket list. GARETH HOYLE looks at what’s on offer for the everyday traveller regardless of budget. We read about the celebrities enjoying themselves on the party island of Ibiza so what makes this holiday destination such a drawcard? If you have always been just a little bit curious about exactly where Ibiza is and what’s on offer keep reading. Ibiza is located in the Mediterranean Sea, off the coast of Valencia in Spain. It is within an autonomous community of Spain known as the Balearic Islands. Not a big island, it’s only about 15 miles wide. This is a great advantage to travellers because it means that you can easily explore the whole island within a short holiday. All the main attractions are situated within a 10–15 minute drive from San Antonio and Ibiza Town.

Like the people the climate is hot, hot, hot! People choose Ibiza if they want a holiday with plenty of sunshine. The average temperature in the summer months is 20–25 degrees Celsius and there are over 2,700 hours of sunshine per year!

If you’ve heard there is a lively nightlife scene then you have heard correctly! Ibiza is considered the party capital of Europe, if not the world. The island’s capital Ibiza Town and the town of Saint Antonio are the epicentre of the all-night-long dance parties for which this island is famous. During the summer months, top DJs perform at the clubs and live music festivals bring big-name bands such as the Artic Monkeys, Kasabian, The Prodigy and the Kaiser Chiefs.

There are many different types of accommodation, from hostels to hotels to villas. They range from scaled-down, no frills accommodation for the budget traveller to luxurious villas with private pools.

But Ibiza isn’t only for young partygoers. This beautiful and peaceful island has plenty of family friendly beaches and activities to entertain mum, dad and the kids. If you are seeking a romantic getaway, Ibiza has that as

Ibiza’s official population sits at around 132,000, but of course these numbers swell during the high point of tourist season, with the influx of visitors to its shores.

well with fine dining, romantic secluded coves, sailing trips and private villas to rent. If you plan to explore the entire island, hiring a car might be necessary. However, if you simply wish to enjoy the nightlife and the tourist beaches, you will be fine relying on public transport and taxis. Ibiza is a beautiful place to spend a holiday so jump online and explore this gorgeous island for yourself. n

CONTACT Gareth Hoyle BUSINESS Ibiza Edge Villas PHONE +44 (0) 113 370 9299

www.ibizaedgevillas.com

Join the premier networking group for women in business BE INSPIRED AND CREATE OPPORTUNITIES! Make the choice today and change the way you do business – tap into cutting edge online networking opportunities and surround yourself with inspirational business women who can become your mentors, referral advocates and friends.

It’s all about success by association. Join Women’s Network Australia WEB www.womensnetwork.com.au PHONE 1800 052 476

Connect + Network

in our

forums

Connect with us on Facebook – facebook.com/womensnetwork

Winter 2014 n WORKING WOMEN® 43

WW PROPERTY SMART

5 TO P TI PS TO M A K E P RO P E RT Y

buying easier Locating and making a property purchase can be both an exciting and stressful proposition. JESSICA DARNBROUGH offers a few pointers that will keep stress levels to a minimum when buying your next home or investment property. Trying to find and purchase your dream home is not an easy job. That job is made even harder when you are trying to get your property purchase sorted within a tight time frame.

the different properties you visit, write notes on the features you loved and hated, and always take the brochures being offered by real estate agents.

But while house hunting can be a stressful experience, now is a great time to get the ball rolling on your next property purchase. With interest rates continuing to hover around record lows, now really is a good time to jump into the property market.

See a mortgage broker to get an idea of the maximum amount you can spend on your new property. If your limit is $600,000, stick to it. Don’t get caught up in the excitement of an auction and bid beyond your means – this will lead to additional financial pressures for the term of your mortgage.

Here are five tips to help you enjoy a stress-free home buying experience: 1. Identify your property needs

Write down a list of features that the property must have including the number of bedrooms and bathrooms you require, whether you need a covered garage for your vintage car or perhaps a generous backyard for your golden retriever. Once you know exactly what you are looking for, you can narrow down the list of homes you wish to inspect. Don’t visit properties that don’t meet most of your requirements, unless you are willing to spend big on renovations.

2. Make the most of property inspections

If you visit six different properties in the space of two hours, chances are the homes will blend into one by the end of the day. Take photos of

3. Define your monetary limits

4. Prepare and regularly update your budget

Identify your income and monthly expenses in a budget. The difference between your net income and outgoing expenses should be more than your expected mortgage repayments. Don’t forget to account for things like utility bills, rates and home and contents insurance. Remember to update your budget regularly to identify areas of overspending and areas where you can save money.

5. Research your home loan options

There are a range of factors to consider when comparing home loans. Consider engaging a home loan specialist such as a mortgage broker to help navigate all the options available to you. A mortgage broker will be able to help you understand your borrowing limits, compare

interest rates and features and identify the home loan that best suits you and your needs both now and in the future. Armed with these tips, you may just be able to find the right property for you. n Important information: This article is for general information purposes only. It has been prepared without considering your objectives, financial situation or needs. You should, before acting on the information, consider its appropriateness to your circumstances.

CONTACT Jessica Darnbrough BUSINESS Mortgage Choice PHONE 13 66 78

www.mortgagechoice.com.au

One-stop-shop for property conveyancing! Bliss Property Conveyancing Our services include: • Buy & Sell Businesses • Retail & Commerical Leasing • Property Conveyancing • SMSF For Property Wealth

Ph: 02 4421 0360

www.blissconveyancing.com.au info@blissconveyancing.com.au 44 WORKING WOMEN® n Winter 2014

WW WORK + BALANCE

Burnout makeover

If your business has become the main focus of your life then you may be at risk of feeling disconnected from loved ones and the world around you, and well on your way to burnout. LISA PHILLIPS delves into why it is so important for us to restore some balance into our lives before it is too late.

For many, running a business is a dream come true, but it is all too easy to get caught up and forget to look after own emotional wellbeing. Ask yourself: is the wellbeing of my business more important than my own personal wellbeing? Yes, your business is important, but is it more important than taking care of your health or the needs of your family? Is your personal life becoming a shambles and your passion for your business running a little dry? If so, be very careful because you could be nearing the burnout stage.

Some of the signs of burnout are: A lack of motivation and passion for your business. n

Feeling isolated and dissatisfied.

A feeling that ‘nobody really understands’ the pressure you are under. n

Headaches, back pain, irritability, changing sleep patterns. n

Taking frustrations out on other people.

Working 90 hours per week just to ‘keep up’.

Often we hear people complain that their workload is too great, their working hours are too long and that they are not getting sufficient time to have fun, and connect with family and friends. Ironically, many of these same people launched their own business to create more balance in their lives! Taking control of our work life balance is not something that will just fall into place. It

is something you must commit to and take appropriate action. Many people are happy to complain that they are working too hard, but are not prepared to take the action required to actually do something about it!

The common reasons many business owners struggle to find balance in their lives include: n

The fear they will lose business.

The fear they will let a customer down or ‘miss out’ in some way. n

The need to always be around to help others, e.g. picking up the telephone at 9:00 pm to chat to a client. n

The need to meet their own ridiculously high expectations. n

The need to always be better than their competitors. n

In reality, the above are just fears of ‘what’ may happen if we don’t work harder. If not addressed, these fears really can drive us to exhaustion. Be honest, will the world really end if you don’t work over the weekend? Do you really think you are working effectively when you are tired?

Here are a few ideas to take action to achieve work and life balance: Look at outsourcing the tasks which drain you. Really, there is no need to do everything yourself. You are not superhuman so reach out and get support from your network.

Taking control of our work life balance is not something that just will fall into place. It is something you must commit to and take appropriate action. You are the author of your own diary. Cut out unnecessary meetings. n

Go for a walk or just sit and relax in the sun for 15 minutes a day. Try taking the time to fulfil your own needs, rather than always focusing on fulfilling your customers’ needs. n

Set at least three days in the week where you will finish work on time or early. Stick to it as these are your appointments for your own wellbeing. n

When you are spending time with loved ones, give them the gift of your full attention. Switch off your phone and try not to worry that you may miss an important call. n

Work and life balance really is a choice. Whether we believe it or not, we do have a choice about how much time we spend in the office or whether we take an afternoon off. Likewise, we have a choice of whether to set up boundaries which separate our work and family life. And we do have a choice of whether we pick up that phone to answer a late night call. n

Stop beating yourself up if you don’t get everything done in a day. It will wait. n

CONTACT Lisa Phillips BUSINESS Amazing Coaching PHONE +61 (0) 413 696 820

www.amazingcoaching.com.au

To change the body permanently – you must also change your mind • • • •

As seen n o Channel 7 e Sunris & Channel 9 ACA

Have you or someone you know ever battled with unhelpful emotional eating patterns? Have you yo-yo dieted or felt challenged to maintain the motivation for regular exercise? Do you suffer with sugar, carbohydrate, chocolate or some other unhelpful cravings? Have you ever committed to lose weight and given in to the constant head cravings instead?

If part of your weight and body image battle is in your head, then this workshop is the solution to unzip the fat suit to discover the slim and healthy you permanently. 2 Day Workshop - Mind Potential – Unzip The Fat Suit UsIng Your Mind Dates available in Cairns, Brisbane, Sydney, Melbourne, Ballarat, Perth, Adelaide Every attendee receives a complimentary copy of the latest book & CPR Mind Potential Kit DVD valued at $375.

www.thepotentialist.com • Phone 1300 664 544 • Email info@thepotentialist.com Winter 2014 n WORKING WOMEN® 45

WW BODY OF WORK

TOP TIPS

for a good night’s sleep

It’s tough running a business successfully if your energy is depleted and you are running on empty due to lack of sleep. DOREEN SCHWEGLER shares some simple tips to help you to enjoy the refreshing and revitalising sleep required to keep you in tip top condition.

Have you experienced difficulties falling asleep, or waking up in the wee hours of the morning with your mind racing, going through your ‘to do’ list or replaying upsets from the day before?

4. Balance your blood sugar levels. Eat

A good night’s sleep is not only essential for focused concentration in your business, but also for your energy, mood, immune function, hormone balance, healthy weight maintenance and good health in general.

5. Stress. Consider a guided meditation or deep

Try the following tips. If they don’t work, consider seeing a natural health professional for a targeted approach and to exclude some of the more serious underlying drivers.

partner snores heavily and are carrying extra weight, sleep apnoea should be screened for and addressed. Losing weight, checking for allergies and some natural targeted treatment may be useful.

1. Caffeine. Caffeine is an empty stimulant. Limit yourself to one cup daily prior to midday. Thereafter use herbal teas or some of the great caffeine alternatives with Ganaderma mushroom. Exclude caffeine-loaded soft drinks (which nobody should be drinking at all anyway). Minimise black tea to 1 or 2 cups daily, not too close to bedtime.

2. Nurture your digestion. Avoid heavy meals late at night. Try to eat a larger breakfast and a moderate lunch. If you cannot avoid late meals, consider taking two teaspoons of quality apple cider vinegar mixed in a little water 15–20 minutes before you eat or taking a digestive enzyme supplement with your meal or when you go to bed.

3. Alcohol. Aim for at least 2–3 alcohol free days per week and limit your intake to 1–2 standard drinks and also ensure you consume plenty of water. Red wine is best due to the beneficial antioxidants.

adequate protein – a hand size portion with each meal is ideal. A small serve of yoghurt or a handful of nuts and seeds right before bed will keep your blood sugar levels stable overnight. breathing to release the stressors of the day. You can download guided relaxations and listen to them whenever you get a spare moment.

6. Snoring or sleep apnoea. If you or your

7. Electromagnetic radiation. Ensure your mobile phone is switched off or put in flight mode. Avoid sleeping near a meter box, unplug electric blankets from the switch and remove cordless phones from the bedroom. Remove computers and other electrical gadgetry. Bedrooms should be used for the 2 S’s – sleep and another calming activity that promotes restful sleep!

8. Natural remedies. Herbs such as valerian, withania, zizyphus, skullcap, passionflower and chamomile, and flower essences to calm you and slow down a racing mind can be individually prescribed by a health practitioner or herbalist. If you suffer from cramps, flickering eyelids, chocolate cravings or stress, magnesium may be indicated. A warm bath with lavender essential oil and Epsom salts, or a few drops of lavender on a handkerchief or pillow can be very relaxing. There are some

excellent combinations or minerals and herbs available in tabletted combinations. Stretching or a gentle yoga routine may be beneficial. Massage, aromatherapy (using essential oils during a massage), bowen therapy and acupuncture are useful physical therapies that can not only release tight muscles, but boost restful sleep. Regular yoga practice can be a natural sleep promoter.

9. Children. The better your kids sleep, the happier you will be. Follow a relaxing bedtime ritual devoid of excessive stimulation including computer games and TV. Have they spent some time each day releasing their pent up energy – at the park, running or playing? Try a chamomile tea or warm milk drink close to bedtime, or some special children’s sleep powders with a mixture of minerals and herbs. A lavender bath and relaxing bedtime stories can help too. If they are naturally anxious, assess their diet for additives or food sensitivities, or get some professional advice. Maureen Garth has written some lovely creative visualisation and meditation books like Moonbeam and Starbright. 10. Consider a nap. If you are exhausted, power naps are a great mini-charge of your batteries so long as they are no longer than 20 minutes, and before 6pm. Here’s to a healthy night’s sleep! n

CONTACT Doreen Schwegler BUSINESS All Degrees of Health PHONE +61 (3) 9331 0951

www.alldegreesofhealth.com.au

Are you sick of suffering from back, neck or knee pain? Are constant headaches ruining your life? Get your pain levels under control and start feeling normal again with Qmagnets. It’s the affordable, reliable, re-usable and easy to apply injury and pain device used by: The Australian Wallabies, Female Triathletes, Olympians, many AFL & Rugby teams and a growing number of WNA Members across Australia. Nagging pain, muscle spasms and restricted movement become a thing of the past when you make the choice to wear Qmagnets. Contact: Dianne Hermans, Principal Physiotherapist

Qmagnets

M: 1800 762 463 E: dianne@qmagnets.com

www.qmagnets.com 46 WORKING WOMEN® n Winter 2014

Change Your Coffee - Change Your Life! Over 150 all natural antioxidants and 200 vitamins & minerals in every cup. Try Organo Gold Coffee 100% certify with Ganoderma Lucidum the “Miraculous King of Herbs”. For more info or to try a FREE sample email ChuPing chuping8@gmail.com

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Drinking from the fountain of youth

WW BODY OF WORK

DO WE REALLY NEED TO

exercise?

Don’t think that because you are skinny you are healthy. An overweight person who exercises regularly can actually have a longer life span than a thin person who does no exercise. Whether you are skinny or overweight, making the time to exercise a priority in life can be a hard call. MARIE BEAN comes to the rescue with a set of rules perfectly designed for the lazy exerciser.

Many people struggle with the notion of having to exercise regularly. Excuses abound – no time; can’t afford it; weather is too hot or cold; too old, the list goes on. However, exercising and staying fit is far more than dropping a few dress sizes or toning up flabby arms!

TIP: Walking at a faster pace for 45 minutes

Research shows that exercise is a powerful tool in a person’s health and wellbeing. The risk of contracting diseases like Alzheimer’s, diabetes, heart conditions, stroke and some cancers are significantly decreased in regular exercisers, often regardless of their calorie intake.

2. It has to be cost effective

Exercise is also known to cure mild depression, as well as improving our overall outlook on life. Regardless of our weight, moving more makes us feel better. Research shows bigger people who exercise are healthier than thin people who do no fitness activity at all. If you still struggle with the notion of exercising regularly, you will have more success if these three rules apply.

RULES FOR THE LAZY EXERCISER! 1. You need to like what you are doing No, you don’t have to love it. But the activity should be something you can do, and not feel too much angst and pain whilst doing it. If a sport or exercise is too hard for you and you are not making progress, then stop, it’s not working for you. There are lots of fitness activities that you can do without suffering.

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to an hour can be more beneficial than trying to participate in a fitness session that you cannot complete because it is too hard for you. If you like walking – walk, running – run, or swimming – swim. You will stick at an activity much longer if you enjoy what you are doing. If when your gym membership fees are due, the car insurance or school fees also need to be paid, the first thing that will go by the wayside is the gym membership. If you can afford to pay for special classes and personal trainers, that’s great, however, if you have to scrimp, save and stress over your exercise costs, find something that is free or less expensive that fits your budget.

TIP: There are many free activities you can do on your own, or with a buddy or group. Local councils, Meetup groups and sporting clubs offer free or low cost classes. Do some research and find cost effective ways to exercise. Or gather some work buddies or friends and create your own walking, running or exercise group.

If you like walking – walk, running – run, or swimming – swim. You will stick at an activity much longer if you enjoy what you are doing. TIP: Exercise in the early morning as it is likely to be interruption free. If you leave your exercise to the end of the day, chances are something ‘more important’ will pop up. Use your time effectively, for example, in your one hour lunch break, fit in a 30–45 minute walk or run; swim a few laps in the local pool; or join a lunchtime boot camp. Choosing activities close to home – gyms, swimming pools, running or walking groups in your neighbourhood – will cut out driving time, leaving more exercise time! If you have tried to exercise in the past and it hasn’t worked for you, take note of the above tips and try again. The food and drink consumed still counts for approximately 75 per cent of the reason many people are overweight or obese, but the movement and activity side of good health is becoming a major component in longevity and good overall health and happiness. At the end of the day, isn’t that what we all want? n

3. It has to be convenient You may join a new beaut health club across town, and plan to attend sessions on your way home from work, but you get caught in traffic and don’t make it, or you get home too late to prepare dinner. Your exercise routine needs to fit into your daily timetable!

CONTACT Marie Bean BUSINESS Lazy Runner and Lazy Loser PHONE +61 (0) 417 626 961

www.lazyrunner.com

Motivational

Free Speaker

Are you looking for a Guest Speaker who can motivate, inspire, educate and entertain your colleagues, staff or group? Marie Bean is the original Lazy Runner and the author of the successful books – Lazy Runner and Lazy Loser Marie can present on a range of topics: health, fitness, running, weight loss, business and personal successes. Book Marie for: Lunchtime Chats, Fitness and Running Workshops, Special Event Training, Corporate Events & Conventions. Available in Brisbane, Gold Coast, Sunshine Coast, Sydney & Melbourne. Call 0417 626 961, email lazyrunners@gmail.com or go to www.lazyrunner.com/free-motivational-speaker to find out more Winter 2014 n WORKING WOMEN® 47

WW THE FLICKS

ReelEntertainment

Australia’s love affair with films continues to keep cinemas across the nation overflowing. The winter chills have arrived on our doorstep making it the perfect season to settle in for some serious flick watching. Here’s a small taste of some ‘must see’ films we know our movie buffs will enjoy. TWO FACES OF JANUARY

Releasing 10 July from STUDIOCANAL An alluring, mysterious couple draws an unsuspecting young man into a labyrinth of deception and desire in Oscar-nominated writer Hossein Amini’s adaptation of Patricia Highsmith’s suspenseful romantic thriller. A brilliant con artist, Chester MacFarland (Viggo Mortensen), accidently kills a private detective who has tracked him down from the US to Athens. He flees from the international police with his wife (Kirsten Dunst) and a young American (Oscar Isaac) across the Greek islands through to Istanbul. Their flight will involve a web of manipulation and betrayal that binds them together in a way that only death could push them part.

THE LUNCHBOX

Releasing 10 July from MADMAN ENTERTAINMENT Mumbai’s famously efficient lunchbox delivery system transports thousands of meals every day from kitchens to offices. A Harvard University study found that just one in a million lunchboxes is ever delivered to the wrong address. This is the story of that one lunchbox. Ila, a neglected housewife, attempts to spice up her marriage by preparing a special lunch for her husband. When it is accidentally delivered to Saajan, a lonely widower on the brink of retirement, they exchange notes to each other to get to the bottom of the mistaken delivery. Their notes gradually evolve into a series of intimate little confessions about their loneliness, memories, regrets, fears and small joys. 48 WORKING WOMEN® n Winter 2014

CALVARY

ME, MYSELF AND MUM

Starring Brendan Gleeson, Chris O’Dowd, Kelly Reilly, Aidan Gillen and Dylan Moran. Calvary’s priest is a good man, intent on making the world a better place. He is continually shocked and saddened by the spiteful and confrontational inhabitants of his small country town. One day, his life is threatened during confession. He shrugs off the altercation, and continues to perform his pastoral duties, trying as best he can to help his parishioners, despite having a fragile daughter to contend with, and a fellow priest who may as well be an atheist for all the dedication he has to his calling.

This film was a box office smash in France and won five César Awards including best film, best adapted screenplay, best editing and best first film, and Guillaume Gallienne took the best actor prize for his performance in multiple roles. Mrs Gallienne, a rather temperamental upper middle-class lady, has three children, two of whom she considers as her sons and another she calls Guillaume. Consequently, the latter teenage creature does not picture himself as a boy, rather as a girl or at best as a homosexual. But how can a mother act in such an objectionable way? And why?

Releasing 3 July from TRANSMISSION FILMS

Releasing 10 July from PINNACLE FILMS

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CHILDCARE & NANNY SERVICES Charlton Brown

Australia’s most respected care and training provider. Whether it’s for a couple of hours or a couple of years we can supply a nanny to suit your specific needs. 1300 626 643 www.charltonbrown.com.au

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How To Make Change Easily!

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The Art of Stress Free Living

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Experience personalised plans, snap-on-smile, invisible braces, minimally invasive dentistry, pain free, facial rejuvenation. Complimentary healthy smile assessments. Special packs. +61 (2) 9438 4425 www.smilesdentalsurgery.com

EDITING & WRITING SERVICES First Impressions Count!

Prompt, professional editing help for your documents, letters or websites. Writing services also available. We love to make your business shine! Call for a quote today. +61 (0) 412 749 388 www.facebook.com/McNair.EditingServices

EVENTS & WORKSHOPS Unzip The Fat Suit Using Your Mind

If you or someone you know battles food cravings, comfort and boredom eating or exercise motivation, this 2 day event is the solution. Dates in Cairns, Brisbane, Sydney and Melbourne. 1300 664 544 www.thepotentialist.com/hypnosis-services/ weight-loss/

FASHION Cover Up in Style

FUNERAL SERVICES White Lady Funerals

A National funeral service to all families. Offering assurance of absolute support and professional attention with genuine care. We’ve been providing a providing a woman’s understanding since 1989. 1300 656 550 www.whiteladyfunerals.com.au

GRAPHIC DESIGN SERVICES Scarab Blue Design

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Unicorn Graphics

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HAIR CARE Ambiance 3-in-1 Dry Shampoo Powder

Our cover-ups are designed around your curves. Figure hugging and sexy, or flowing and feminine; enhance your best features in a style and length that suits you best. Size 6 to 20 +61 (0) 404 036 857 www.pacificbreeze.com.au

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FINANCIAL SERVICES Financially Independent Teenagers

HEALTH & WELLNESS Do You Want to Look and Feel Great?

Morgans

Online Running Coaching

Providing strategy, advice and expertise in i n v e s t i n g i n s h a r e s, i n v e s t m e n t s a n d superannuation for over 20 years. Need help? Call Susan Rallings to discuss your specific needs. +61 (7) 3334 4865 www.morgans.com

Want to learn how to run? Would you like to run a marathon? Online running coaching really works – personal programs designed for the level of running and fitness you are at right now. +61 (0) 417 626 961 www.lazyrunner.com/online-coaching

Total Portfolio Management

Gain Energy And Lose 5-15 Kilos Fast!

FIT comes to your teenager’s school and provides a workshop for girls on the basics of personal money management, ensuring the girls get off to a financially savvy start. +61 (0) 449 008 292 www.financiallyindependentteenagers.com.au

We help you to achieve your financial and lifestyle goals over the short and long term. Your goals are achieved by using prudent financial planning strategies and tools. +61 (7) 3018 0587 www.totalportfolio.com.au

Take the 30 day challenge by drinking healthy coffee and green tea infused with ancient Chinese herbs. Mention WW Magazine and receive a free sample. Business opportunities also available. +61 (0) 402 154 362 www.mingdynastycoffee.com

Eat the foods you love. Free regular, individual coaching provided. Scientifically trained with over 20 years’ experience. 80% nutrition and 20% exercise. Satisfaction guaranteed. +61 (0) 416 174 488 www.VigorOz.com

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Classified Business Directory HEALTH & WELLNESS (CONT) Suffering From Allergies?

RELATIONSHIP SPECIALISTS Get The Results You Desire

TRAINING | PUBLIC SPEAKING Lost For Words?

HUMAN RESOURCES Employment Toolkits - HR & WHS Specialists

SALES & MARKETING SERVICES Torresresearch and Writing

TRANSPORT Limousine and Chauffeur Service

Time poor? Whether you hate cleaning or love it, we all want to spend less effort and save time. Use my enzyme based products with just water and a cloth for great results. +61 (0) 438 510 496 www.janellebostock.norwexbiz.com.au

A leading provider of HR and WH&S Toolkits, instantly downloaded and implemented straight into your business. Visit our website today for your free e-Book, ‘7 Costly HR Mistakes’. 1300 123 678 www.employmenttoolkits.com.au

INSURANCE SERVICES Get Informed Insurance

We’re unlocking the secrets of insurance so you can make an informed decision without the sales pressure. If you have an insurance question big or small... Ask Kate! +61 (0) 433 544 211 www.getinformedinsurance.com.au

LEGAL SERVICES One-Stop-Shop For Property Conveyancing

Choose Bliss Conveyancing for buying and selling businesses, retail and commerical leasing, property conveyancing and self-managed super funds for property wealth. Call and chat with us today. +61 (2) 4421 0360 www.blissconveyancing.com.au

Patents | Trade Marks | Designs

Protect your most important business asset – your intellectual property. Don’t spend thousands building your business only to have someone rip you off! Free initial consultation. +61 (3) 9566 7241 www.adeptip.com.au

At Unity-Qld we use easy-to-implement strategies that are simple, effective and practical. Our support, products and services are relevant from home to workplace and your situation. +61 (0) 402 889 648 www.unity-qld.com.au

Are you looking for new clients in 2014, but not sure where they are? Our Visual Marketing Plan is a clear and practical tool to guide your marketing. Until you know who you are marketing to, you can’t know where you will find them. Call us now to discuss how we can help with your marketing! +61 (0) 405 041 014 www.torreswriting.com.au

SOCIAL MEDIA SERVICES Boost Your LinkedIn Profile

Is your LinkedIn profile up-to-date and complete? LinkedIn is the most important platform to promote your business credibility. We can write, edit or overhaul your LinkedIn profile. +61 (0) 417 010 877 www.annacairo.com

Speakup can help you get over your fear of speaking in public. One-on-one or in groups. Based in Hobart, we are very happy to travel. Call Margaret – A POWERtalk International Member. +61 (3) 6278 8633 www.powertalkinternational.com

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TRAVEL Wild Wacky Wonderful Women in CHINA

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THINGS TO DO Jot down your ‘Things To Do’ action plan and contact businesses in our Classified Directory to help you achieve your goals.

MOTIVATIONAL SPEAKER Jen Harwood – The Jenerator!

Jen’s style is engaging, fun, motivating and real. Audiences respond inspired and take action. Keynote presentations include: The Confident Woman, The Greatness Principle™, The Art of Networking. Call to book Jen for your next event. 1300 791 291 www.jenharwood.com

OUTBOUND CALL SERVICES 100 Matched Leads Free of Charge

Sales campaigns shouldn’t be expensive! Outsource to your own sales manager. Use our team of mature, business-savvy women to make your sales and customer service calls. +61 (0) 413 519 840 www.vssaustralia.com.au

PHOTOGRAPHY | VIDEO Boost Your Personal Branding Online

Get noticed online with unique and powerful business photography and videos. Build trust, referrals and relationships with a creative personal branding makeover by Kerrin Smith. +61 (0) 457 229 087 www.kerrinsmith.com.au/store

WANT TO BE SEEN IN THE NEXT EDITION?

Call the WNA Head Office on 1800 052 476 to find out more. 50 WORKING WOMEN® n Winter 2014

Don’t forget to network

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InfluentIal opInIons 5 ways to hit the blogger radar

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Hyperlocal networking keeps it close to home

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onth

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ude incl bership mem

Discover th e i nsi De job to happi n ess an D succ ess