Magazine SOHO August 2009

E n t r e p r e n e u r i a l P r o f i l e s • S o c i a l M e d i a • B u s i n e s s

auguSt 2009

jason weaver:

Audibly successful

Wiki Talkie page 2

R-E-S-P-E-C-T Networking

page 4

Disciplining Your Profits

page 14

Business Evolution:Who Will Survive

page 17

1we like to watch: www.sohobiztube.com

owners - publishers, cd vann, steve ball & jim schlesing • editor, jim kogutkiewiczphotographer, i do photography • director of social media & marketing, meghan martin layout & design, vanderbloemen creative

soho advisory board Steve Glynn, Spreenkler Advisory Team President

Adrian Zilvetti, Disciplined Financial Services Inc.

Advisory Team Vice President

Stephanie Kern, VanderBloemen Creative

Attorney Katherine Andersen, Women’s Angel Network

Jason Kayzar, MC2

Tracy L. Coenen, Sequence Inc. Forensic Accounting

Scott Baitinger Mader Communications Group Inc.

Jeff Larche Digital Solid

Heather Nill National City Bank

New Berlin, WI • Email: [email protected]

SOHO EXPERtS

Entrepreneurial Profiles • Social Media • Business

August 2009

Wiki talkie Jessica Steinhoff Contributing writer for Spreenkler, LLC Phone: 262.353.6562 Email: [email protected]

Become a Business IdolBarry Moltz Shafran Moltz Group Phone: 773.837.8250 Email: [email protected]

R-E-S-P-E-C-t NetworkingJason Jacobsohn The Executives Profit Phone: 773.368.0229 Email: [email protected]

Creating Comfort In the OfficeAga Artka Aga Artka Interior Design Phone: 414.213.4218 Email: [email protected]

Pack It (all) InKatie Cianciolo CruiseOne Phone: 262.347.4776 Email: [email protected]

Minimize Risk to Maximize Business PotentialJason Seyfert Northwestern Mutual Financial Network Phone: 414.358.5110 Email: [email protected]

garage Band StartupsJeff Larche Digital Solid Phone: 847.317.1575 Email: [email protected]

Disciplining Your ProfitsJason Kayzar MC2 Incorporated Phone: 414.788.1800 Email: [email protected]

Navigating International tax WatersMichael M. Berzowski Weiss Berzowski Brady, LLP Phone: 414.270-2519 Email: [email protected]

Business Evolution: Who Will Survive? Steve Fretzin Sales Results Inc. Phone: 847.317.1575 Email: [email protected]

Plan On Succeeding Carl Wise 360 Direct Phone: 414-464-5000 Email: [email protected]

Out Of all the Workshops around town Why Register For SOHO Naked Biz growth?Cd VannOwner & Publisher of Magazine Soho

Scott Baitinger MADE® Communications Group, Inc. 262-241-0011 Email: [email protected]

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jason weaver:

Audibly successful

SKOBEE | SHADOWS | GROVEE | YOUTUBE | ZIMBRA | FURL | SMUGMUG | NEWSGATO | BLOGNISCIENT | T IN F INGER

| SHUTTERFLY | POD DATER | FEEDSTER | FAVOOR | PLANZO.COM | ZAZZLE | TAILRANK | TAGWORLD | NUVVO |

DOGEAR | YAKALIKE | TWITTER | ODDPOST | QOOP | INODS | LULU | RBLOC.COM | BL ISH | FLAGR | F IREANT

| S IMPLY HIRED | VEOH | THEADCLOUD | OYOGI | CAFEPRESS | RENKOO | STANDPOINT | BLOGBEAT | ZIGGS | WINK

| WORDCAST | ZOOAIO | SOCIAL | BOLTFOLIO | BLOOP BETA | FEEDBURNTER | BLOGLINES FOTOLOG CL IPSHACK

SQUISH | NOODLY | SHOZU | GMAIL | YELP | NEWSVINE | TRUVEO | MOZY | CHATSUM | L INKEDIN | FACEBOOK |

PEGASUS | MOZY | MANOLIA | FEEDMARKER | BACKPACK | 43 THINGS | OOKLES | LOOKLATER | JAMBO | WONDIR |

JOTS | WIKIPEDIA | CASTPOST | ZOOMINFO | STRONGSPACE | PUBSUB | YEDDA | VEOH | AJCHAT | ALLPEERS | SO

Keynote - Jason Weaver, founder & CEO of SWAY Inc. Developer of Web 2.0 tool Shoutlet. SWAY has clients such as Ebay, Sara Lee, Kmart, Rayovac, Fiskars, Yamaha, Allstate, & Miller Brewing who utilize Shoutlet.

Six Tracs will walk you through understanding and developing your “90-Day Social Media Strategy Draft” social media strategy. Each trac is hands on and information rich.

Presenters include Cindi Thomas of Fullhouse, Erica Conway of C2 Graphics, Scott Baitinger of Mader Communications, Rishi Shah of Flying Cart, Steve Glynn of Spreenkler,

Barb Rozgonyi of Cory West Media & Chicago Social Media Club & Master of Ceremonies given by Stephanie Kern of VanderBloemen Creative. A morning and afternoon

social media panel discussion will be moderated by Sue Spaight of JIGSAW, LLC.

Cost of this day long workshop is $125 per person and includes breakfast, lunch and 10 page Social Media Strategy,

JOIn uS WEDnESDAY, AuguSt 12, 2009 FROM 8:30AM - 4:30pM At

ChICAgO-KEnt COLLEgE OF LAW - 565 W ADAMS StREEt, ChICAgO, IL 60661

TWITTER

SOhO nAKED BIz gROWth pRESEntS “BuILDIng YOuR 90-DAY

SOCIAL MEDIA StRAtEgY”

TWITTER HASHTAG - #NBGCHICAGO

For presentation times, more information or to register for this event visit SOhOBIztuBE.COM.

mindsets , s t rateg ies &too lsets to engage

marketing & advertising for small businesses

VanderBloemen Creative LLC A SpECIAL thAnKS tO OuR CO-SpOnSOR RF Reid & Associates Marketing Agency


The events surrounding the disputed election in Iran have illustrated the great impact online communities can have when it comes to breaking down cultural borders. In a matter of days, thousands of Twitter users found themselves not just following the firsthand accounts of protesters but befriending them and learning about other aspects of their culture.

It’s the kind of thing many of us only learn about in theory in school. But thanks to social technologies, developing a new, more collaborative definition of learning can be the process of revolution – an educational revolution.

Facebook-based study groups, Twitter conversations and the many social-networking technologies still taking shape hold enormous potential for making learning more of a democratic discussion, and a worldwide one at that. While Web developers design the platforms, it’s the users themselves who determine what social technologies become – in particular what they mean to those who use them.

One of the biggest barriers to unleashing the true potential of these technologies as learning tools involves pushback from those who are unfamiliar with the culture of Web-based social networking, and who are perhaps uncomfortable giving up some of their power to dictate knowledge. Last year, a computer engineering student at Ryerson College in Toronto was nearly expelled after forming a study group on Facebook. Some university officials viewed it as cheating, even though many social technology fans consider Facebook the next phase of coffee shop culture – and even though group dialogue, both online and off, is the status-quo learning tool at many corporations.

So, while getting feedback on an academic essay from the university writing center might be kosher, getting feedback from a professor one state over might not be if it takes place online.

This kind of conflict isn’t necessarily a bad thing, especially if you consider the ways that learning takes place through social technologies. Group processes, like those that underpin Twitter conversations, wikis and even face-to-face class discussions, are inherently fraught with conflict. It’s sifting through the kernels of disagreement – and learning how to understand a problem or issue from another person’s perspective, be it cultural or ideological – that helps transform observations and ideas into critical thoughts and workable action plans.

And social technologies let new voices from around the world participate in the process of building and analyzing knowledge.

Milwaukee-based entrepreneur Said Hamideh says that social technologies like the ones behind his new company, Mindbounce, let learners study what’s going on abroad in a way they rarely get to in the classroom:

2 we like to watch: www.sohobiztube.com

transparent thoughts

Wiki talkieBuilding a global Culture of Learning through Computers, Conflict and Collaboration Jessica Steinhoff

through discussions with students and teachers located in a different part of the world. Instead of reading case studies in books, learners can hear about problems – and problem solving – that are taking place right now in a different culture and time zone.

“How awesome would it be if, say, an economic development course in the U.S. could learn from top-notch grad students from Ghana or Nigeria?” Hamideh said. “There’s no reason that American college students shouldn’t be learning from experts in other countries.”

In the case of Mindbounce, these sources of knowledge – graduate students, lecturers and professors near and far – are compensated not only for their expertise but for the time they spend mentoring the student researchers who are the company’s clients. This also makes it possible for academics in relatively poor areas to develop the resources needed to strengthen their communities, whether it’s vaccination projects or water-purification programs.

In other words, creative use of social technologies gives people a way of enacting socially conscious ideas and seeing their impact locally, building bridges between cultures in the process.

twitter

facebook

mindbounce

“...Twitter users found themselves not just following the firsthand accounts of protesters

but befriending them and learning about other aspects of their culture.”

“Facebook-based study groups, Twitter conversations and the many social-

networking technologies still taking shape hold enormous potential for making learning

more of a democratic discussion...”

“Milwaukee-based entrepreneaur Said Hamideh says that social technologies like the ones behind his new company, Mindbounce, let learners study what’s going on abroad in a way they rarely get to in the classroom...”

business insanity

Become a Business Idol Barry Moltz

“American Idol” auditions were in Chicago this summer. Being a fan of the show, I decided to venture down to the United Center to see firsthand what all the fuss was about and try to find the next American Idol.

My sons also reminded me not to audition for the show!

I met a lot of young people with two things: talent and passion. I asked many of the contestants after they exited the auditions about their long day. Many had to get up in the middle of the night to drive to Chicago to be in line by 5 a.m. They then waited in line for four hours and sat in line for four hours. The entire time, they nervously practiced their audition privately in public.

All of the people I interviewed were disappointed they did not get the golden ticket – in fact, these were the auditions for the official judge auditions to be held later this summer. However, all of them still had enough passion and spunk to sing me their audition. Watch the video at my Web site: www.barrymoltz.com

People always ask me about what it takes to be successful in business. Strangely enough, it’s the same thing it takes to be successful on “American Idol” – talent, passion, practice, luck and timing.

taLENt: Fortunately, we are all born with some form of talent. It is up to us to discover that talent and how it can best be used to support our goals.

PRaCtICE:We can have talent, but unless we let go of the arrogance of how good we are, we will never get anywhere. Professionals need to practice their talent, over and over and over and over again.

PaSSION: It is something that is inside us once we find that thing that really lights our fire. We all have it, so never give up searching for it.

LuCk & tIMINg: While this is something that happens to us, we can increase our chances by taking as many risks and trying as many times as we can to succeed. Each new effort gives us a result – and many times a successful one.

You have what it takes, but will you give what it takes to be successful?

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When you meet people for the first time, be polite and treat them with respect. Even if you don’t want to talk to someone, make an effort to be nice and make the person feel like you care about the conversation.

If you have to leave a conversation, use good judgment about when you should cut the talk short. Don’t be rude about it. The last thing you want to do is create a negative impression of yourself in networking circles.

For people you have met before and happen to see again, the same attitude is important. Be polite when interacting with these people. By having this mutual respect with others, networking and doing business will be a more pleasant and effective experience.

Following through with people is one of the most important aspects of networking. Whether you promised to provide some information, make a connection or help with a project, it’s imperative for you to fulfill your promise. Otherwise, people won’t take your networking efforts seriously. People too often don’t follow through after these conversations.

By not following through, you aren’t treating people with the same kind of respect that you would expect from them. After you tell people you will act on a promise, you have expended some of their time and effort. The last thing you want to do is waste anyone’s time.

The chances of building a relationship with individuals become more difficult when you don’t follow through. By following through, you are taking the next step in forming a new relationship. This is vital to expanding your business network. Make yourself stand above the crowd and do what you say you will do.

Another great way for you to stand apart and to treat people nicely is to constantly think of ways to help them. Whenever you come across something that you think someone in your network can use, share this information with them.

For example, if you read an article about a certain industry or technology that you think your contact at XYZ Company would like to read, e-mail or mail it to this person. Your contact will appreciate your thoughtfulness.

You also can think of others by making an introduction, providing event information, remembering birthdays, and inviting people to lunch. In networking, you want to make sure you stay in front of people so they remember you.

By constantly thinking of others, you will make a good impression and come across as someone who takes business relationships seriously. This is very important in networking circles. Because of your efforts, people should see your generosity and treat you well.

R-E-S-P-E-C-t Networking Jason Jacobsohn

networking

Though it seems obvious, MANy PEOPLE NEED A CONSTANT rEMINDErTHAT IT’S IMPOrTANT TO TrEAT PEOPLE WITH THE rESPECT THEy DESErvE –

no matter what. Without proper treatment, PEOPLE WON’T WANT TO DO BuSINESS WITH yOu.

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biz travelPack It (all) In katie Cianciolo

With all the fees that airlines charge for luggage, it’s important that you pack minimally but still have those important items. Be aware of what airlines charge for reservations by phone, redeeming frequent flyer miles by phone or online, in-flight charges and baggage fees.

Baggage fees vary for the first piece from free to $15. The charge for overweight bags – more than 50 pounds – is anywhere from $30 to $150. Large-size baggage will incur fees. A summary of all these fees can be found on my blog at www.FunByTheTon.wordpress.com.

Make sure to check what you are allowed to carry on and what can be in checked baggage. Go to www.TSA.gov for the most updated information. Luggage locks, if used, must be one of the approved TSA brands like Safe Skies or Travel Sentry.

Choosing the right luggage can make or break your trip. In all the testing, Eagle Creek Velocity has been tops. Good wheels are the key. They need to roll easy over uneven terrain, soft to lessen noise and durable enough to survive a few vacations.

LuggagE NEEDS tO BE aBLE tO zIgzag tHROugH CROWDS aND CORNER LIkE a MOtORCYCLE WItHOut tIPPINg OvER. SO IN CHOOSINg tHE IDEaL WHEELIE Bag, LOOk FOR:

Durable nylon fabric, like Cordura or ballistic. ✈✈ No polyester.

Recessed rubber urethane or inline-skate material wheels ✈✈ and feet close to the edges. Some have 360-degree wheels for better maneuvering, especially with two bags.

At least two handles, one on the side and one on the ✈✈ bottom for lifting.

PVC covered trim.✈✈

Telescoping handles.✈✈

Extra compartments and expandability.✈✈

As for color, I look for anything but basic black, so it stands out in the crowd.

PaCkINg tIPS Pack-Mates and Ziploc bags – compartmentalize as much as possible. This makes unpacking and sorting very easy. Those space mate bags (roll the air out) will allow you to pack more and are great for winter travel. I’ve actually had airport security call the others over and comment on how organized my bag was.

With clothing, stick to one color scheme and plan to layer.

Pill sorters, small plastic jars or jewelry rolls work great for organizing. Remember to leave the expensive bangles at home.

Rolling clothes up also is a way to keep wrinkles at bay. If you are packing a carry-on, clothes can be folded in after laying them on the bottom, then layering, then folding in the sleeves etc.

Make sure anything liquid, like cosmetics, are in plastic bags and in your checked luggage.

If you’re planning to bring back artwork or posters, pack a tube ahead of time. Or, if planning to visit a vineyard, there are great packages for wine bottles in your luggage.

There are those few items that have come in handy more than once: Duct tape, a small power strip with extension cord, bungee cord, flashlight, travel clock, rain poncho and small backpack. Visit me on Twitter and let me know your favorite item. I also take my own flight pillow, blanket and eye mask. You never know when there’s an extended airport stay.

My netbook computer has really lightened up my travels, rather than a larger laptop. I load my photos, write my travel logs and play games. My next wish is to get a Kindle for reading.

HAPPY TRAVELS TO YOU.

Baggage fees vary for the first piece from free to $15. The charge for overweight bags – more than 50 pounds – is anywhere from $30 to $150. Large-size baggage will incur fees.

‘‘

‘‘we like to watch: www.sohobiztube.com6


“Risky Business” takes on a new meaning to the entrepreneur who excitedly opens the doors, real or virtual, for business on that first day and awaits customers. As any entrepreneur knows, one can work hard, create a good product and maintain good business relationships – do everything right – and still some future events are beyond one’s control. A whole host of unforeseen possibilities can dash the dream, including the impact of a disability suffered by you or an employee.

Planning for success requires taking a hard look at where the business is vulnerable. Statistically, you or any of your employees are three times as likely to become disabled during your working years as you are to die.1 a SOuND RISk MaNagEMENt PLaN’S PuRPOSE IS tO LESSEN tHE IMPaCt OF a DISaBILItY ON YOuR BuSINESS.

Minimize Risk to Maximize Business Potential Jason Seyfert

finance

WHat aRE YOuR OPtIONS? There is coverage to protect human capital and coverage to protect your ability to do business. The specific types of insurance you need will depend upon the type of business you have and how you conduct that business. But selecting the right coverage for your business should not be a “deal or no deal” decision. The challenge is to find the right combination of policies that provide protection without duplicating coverage.

PROtECtINg YOuR EMPLOYEES. As your company grows and you add employees, it becomes increasingly important to protect your human capital. Quality employees are vital to the success of your business. Offering disability income insurance to protect your employees can also help you to create a competitive benefits package, which can enhance your recruiting and retention of employees.

While most states require companies to carry workers’ compensation to cover the cost of work-related injuries, it’s important to keep in mind that only about 4 percent of long-term disabilities are job-related.2 The major causes of disability are diseases, such as cancer, heart disease and diabetes.3

Valuable disability income protection can be provided for employees through group disability income insurance, individual disability income insurance, or a combination of the two.

PROtECtINg YOuR aBILItY tO DO BuSINESS. Protecting your employees certainly makes good business sense, but what

happens when a loss directly impacts your bottom line? How will you provide the money to keep your business running if you or another owner essential to maintaining the income becomes unable to work? There are specific types of insurance to consider:

Disability overhead insurance can provide •needed cash to meet business expenses such as rent, payroll, benefits, utilities, taxes, maintenance costs and others.

Disability key person insurance can help •your company weather the disability of a key employee.

Disability buyout insurance can help purchase •the business interest of a totally disabled owner.

PROtECtION tHat gROWS aLONg WItH YOuR COMPaNY. With a lot of hard work and a little luck, small businesses do prosper and grow. The right risk management plan also must evolve to protect your business through all its phases of growth. Keep in mind that there are as many additional types of insurance coverage as there are unique business needs. That’s where an experienced financial professional can help you focus on your current and future business risks to select the right types and amounts of coverage to meet your ongoing needs. Partnering with a financial professional gives you the benefit of another expert keeping a watchful eye on the growth of your business.

By lessening the effect of serious potential business problems with a sound risk management plan, you protect and enhance your potential for business success.

• Disability Resource Center: Disability Insurance Statistics, 2007. • National Safety Council JHA, 2002, U.S. Group Disability Rate and Risk Management Survey • America’s Health Insurance Plans survey conducted by Harris Interactive, 2008.

Article prepared by Northwestern Mutual with the cooperation of Jason T. Seyfert. Jason Seyfert is a Financial Representative with Northwestern Mutual Financial Network the marketing name for the sales and distribution arm of The Northwestern Mutual Life Insurance Company (Northwestern Mutual)(NM), Milwaukee, Wisconsin, its affiliates and subsidiaries. Financial Representative is an insurance agent of NM based in Milwaukee, WI. To contact Jason, please call (414) 358-5110, e-mail him at jason. [email protected] or visit his Web site at www.nmfn.com/jasonseyfert. CA license number 0F40533.

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Workshops Where Your Notes Become StrategiesSocial Media becomes a Mindset - And You Select Tools To Engage.

Chicago, Illinois - Kent College - August 12, 2009Appleton,Wisconsin, Liberty Hall - September 17, 2009

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RSVP at http://www.sohobiztube.com - follow us on Twitter: @thatwoman_soho

Developing Mindsets, Strategies and Toolsets To Engage


jason weaver, ceo & founder:

Audibly successful

“What I enjoy most is the variety of people that I work with,” Weaver said. “In the morning, I will be hanging out with people

from GE and by the afternoon I’ll be talking about how to sell more cheese. I enjoy how excited clients get about social media.”

www.swayonl ine.com

You might be surprised by the answer you get if you asked Jason Weaver, CEO and founder of SWAY Inc., what he listened to on his drive to work today. He mentioned that while many deem his conservative and professional attire indicative of a “Dave Matthews guy,” the CD that never leaves his car is Run DMC’s “Raising Hell” – and that his all time favorite band is Nine Inch Nails.

However, a closer look into his past and the passions that drove him into the industries he loves would make his answers not seem so surprising.

With degrees in audio engineering and marketing from Ohio University, Jason set off to Los Angeles.

“I wanted to be Puff Daddy,” he said of his goals to be a record producer and start his own label.

Ultimately, this dream of his never came to fruition, but after putting in a résumé to JBL while working as an audio visual tech at the California Science Center, he got the call to be a product training manager at the audio company.

“The cool thing was through JBL, I got to meet everyone famous anyways,” he said.

Soon after, he launched Mixdown Magazine, a publication he created to show audio recording and music students how to get into the field of record producing. Getting paid to do what he loved, he continued to mingle with those in the music industry, interviewing Shirley Manson as well as Greg Ladanyi, the record producer for Fleetwood Mac.

He continued to work within the realm of his passions with jobs at Sonic Foundry, as the product manager for Soundforge and Acid Music, and later as the marketing director for Broadjam.com, an online music community.

It was during a short stint with an ad agency that Jason was faced with resistance. When his suggestion to begin utilizing social media was turned down in favor of the traditional media outlets, he left the company and launched SWAY Inc.

Jason recalled that the biggest compliment he ever received was from Toni Sikes, CEO of the Guild Inc., an art community.

“She said that she admires my perseverance,” he said. “One thing that I’ve learned is that you have to focus on the positive every day. Most businesses fail because of a short-term problem. In my five years of running SWAY, I’ve nearly quit many times. I’ve been ready to walk out the door and then suddenly a contract comes in.”

He added that the biggest challenge he faced during the beginning days of SWAY was fear. He had a fear of having nothing to fund his organization, and fear that his undertaking really was just an idea.

With his perseverance and ability to identify opportunities, he not only successfully launched SWAY, but also has helped his many clients successfully leverage their social media campaigns.

“In the five years doing social media, we have never not found an audience for a client online,” Weaver said. “From irritable bowel syndrome to truck drivers, I’ve found every single person in some capacity.”

Jason also has relished in the success of his product, Shoutlet. He’s enjoyed watching his customers help evolve Shoutlet from a simple marketing tool into the communications platform it is today.

- by Meghan Mart in

we like to watch: www.sohobiztube.com10


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going beyond web 2.0

garage Bands StartupsJeff Larche

The title of this is a double twist. The two sources are the well-known Christian rejoinder, abbreviated as WWJD?, but also, and especially, a riff on the book “What Would Google Do?” from earlier this year by Jeff Jarvis.

His book, my favorite business book so far this year, explores the New Economy principles that Google has applied to become such a media powerhouse. It then applies these principles to other industries, imagining how they could re-engineer themselves to survive and even thrive.

I’m suggesting that Jarvis might have looked at how the home-grown music business of small-potatoes bands – the “garage bands” of today – could have been nearly as effective a model than Google. The fundamentals of how most startup musical acts are doing business today were described in this blog post, suggesting that music is going back to the time of street-corner singing for handouts (also known as busking).

Garage bands (and yes, just about any other type of aspiring recording act) are taking the technologies that are familiar to their target market and using them in ways that are new and effective. In an odd way, it is these seat-of-the-pants performers who can serve as some of the best inspiration for businesses large and small.

a CHaNCE tO gO BaCkStagE Last summer I attended a performance by an appealing quasi-country band called Little Big Town. This hardworking band has turned their blend of small town spunk, some country posturing, and an uncanny interpretation of Fleetwood Mac into a good living for its members. I saw them when I joined some friends at a local county fair.

I was in for a surprise, just when I thought the concert – in a racetrack-turned-bandstand – was going to leave me little to think about except how conspicuous I looked in a sea of Harley-Davidson leathers and pewter belt buckles. The audience had just been treated to a set of crowd favorites and cuts from their latest CD when the female lead singer said, “Would y’all like a chance to come backstage after the show? Just text ‘LBT’ to this number.”

What she then read off was a cell phone short code. You text a message to one of these numbers, it texts back a request for confirmation and you’re subscribed. I looked around me and a full one-third of the audience was texting away.

At the end of the concert I walked away marveling at what this band had done to build their following. And no, I didn’t win the honor of meeting the band, although the winner was announced to great fanfare just before the encore song. In the

many months since, I’ve received occasional texts with links to their mobile-friendly Web site.

The texts offerred chances to hear yet-to-be-released songs and gave early-bird announcements of nearby live performances. None of these things cost a lot of money, and they reach their core audience where they live – on their cell phones.

REvItaLIzINg tHE REaL EStatE INDuStRY Few industries need this type of low-cost marketing alchemy more than real estate. As home values fall, the last thing a home seller wants to do is “give away” 6 percent of sale proceeds on a realtor’s commission.

Whereas the traditional real estate industry would say they deliver solid value for this commission rate, the consumer is replying, “Sorry, I can do better.” It’s an exchange that sounds uncannily like what traditional record labels have had with recording artists.

Donald Moore, with Houses100.com, is a typical real estate professional who has listened to the marketplace. “When you do business the way it’s always been done, that standard commission makes sense, because the hard costs of selling a home are high. The trick is to automate as much as possible,” Moore said. “And also, to use technology to save clients time and headaches.”

An example of what he’s been trying with his business is virtual walk-throughs sent right from his iPhone to the smartphones of prospective buyers. Another idea he’s experimented with is bar codes displayed on For Sale signs that consumers can capture using their cell phone’s camera and transform into a Web address with deep details about that property’s features and amenities.

It’s technology that adds value to his target market’s cell phones. And it cuts down on the biggest investment a home buyer must make aside from purchase price: the hassle of touring homes that wind up being “poor fits” – not nearly what they wanted to buy.

From a business perspective, these tactics are low-cost and “scalable.” They allow for greater efficiency reducing costs exactly when they are elevating perceived value.

Are you in an industry that sees costs rising and perceived value dropping through the floor? Maybe you should ask yourself, “What Would A Garage Band Do?”


(un)WIrED

Disciplining Your Profits Jason kayzar

– David Bowie & Queen “under Pressure”

Change is good, right? Are you enjoying all of the change we are currently experiencing? Politics aside, change can be challenging to say the least. Rarely does change involve an unexpected influx of millions of dollars, coinciding with an unexplained loss of three pants sizes. Usually, as is the case now, change involves some level of stress, pain and/or discomfort. How we deal with this on a personal level becomes how we deal with this on a professional level.

So you’re frustrated with change, and you need help, right? You’re in luck, because I can help you! In fact, I can help you make more money than you were making a year ago, and give you more free time in the process! What’s the secret? Lean in real close, and I’ll tell you – discipline.

Discipline is the easiest thing to overlook when times are good (when change just means wearing different clothes to work each day). Discipline is what gets you (me) through the worst of it, and lack of discipline is what sinks even the best of people and companies. Many of my business owner friends have been telling me that despite revenues being down for the year, the change has forced them to run a “tighter ship” and profits are actually up. I’ve been forced to re-evaluate many of the non-revenue generating positions at my company and make changes to personnel and job descriptions accordingly. No longer am I willing to take a wait-and-see attitude with the things that affect the ability of my employees to make money. Is it stressful? It sure is, but I understand that down the road my company will reap the rewards of these adjustments.

Here’s a good example of discipline in action in my life: I hate golf. I never realized it until this year, when I finally found the discipline to prioritize the sliver of free time I have all to myself. A few weeks ago, I spent a whole day whacking away at a golf ball, regretting the fact that I wasn’t doing something I enjoyed. I’ll never get that day back, and that powerful realization taught me I must have the discipline to make the tough decisions sometimes. I have since said “no” to several golf events, and I’ve felt the pressure lift off of me. I have nothing against golfers. In fact, most people I know embrace it; it’s just not for me. I’ve decided not to fake my way through a day on the links anymore and instead use that time to grow my business, spend time with my family or even get away for a few hours on my own and do something I feel passionate about (cycling).

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“ “

“uNDER PRESSuRE –t h a t b u r n s a b u i l d i n g d o w n ,

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Puts people on streets”

This mind-set, once embraced, has really changed my perspective. How often do you visit your most profitable customers? When’s the last time you updated all of the info in your client contact lists? Discipline can make your life easier and more fun, but it also can make life much harder and less enjoyable. The thing to keep in mind is that there IS a pot of gold at the end of the rainbow – both figuratively and literally. You won’t get any new customers if all you do is call on the existing ones. You won’t get anything done until you have the discipline to prioritize your day and do the hard stuff first.

r e m e m b e r i n g w h a t y o u w a n t . ”David Campbell said it best: “DISCIPLINE IS

17we like to watch: www.sohobiztube.comwe like to watch: www.sohobiztube.com16

legal eazeNavigating International tax Waters Michael M. Berzowski

sales

Business Evolution: Who Will Survive? Steve Fretzin

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With today’s instantaneous access to all four corners of the globe via the Internet and other means, the probability of encountering foreign business transactions has risen exponentially – as has the necessity for considering the income tax implications of these transactions. The purpose of this article is to present a brief overview of those tax consequences.

For openers, the business transaction itself should be analyzed in terms of its economic viability as distinguished from its tax implications because, as will be seen later, the issue becomes to whom should the tax be paid as distinguished from having a transaction taxed two or three times. There are just simply some things you cannot avoid – if there is a gain, there will be a tax. The question is: Who taxes it?

When there is trade, governments of both trading partners may want to collect tax on any gains from the transaction. One country may be claiming taxing authority based on the resident taxpayer and another claiming taxing authority based on where the income arises. In order to address conflicts and eliminate the possibility of double taxation, countries generally attempt to combat a double tax through unilateral domestic relations or bilateral tax treaties. In the final analysis, the goal is to implement rules that are tax neutral that neither discourage nor encourage a particular activity.

As can be imagined, the tax laws in different countries vary as to whom and how someone is taxed, what income is taxed, what deductions are allowed and when income is taxed, as well as tax rates. To somewhat exacerbate matters, taxation is a function of local (country) rules and treaties. So you usually have to look in more than one spot to get an answer.

U.S. taxpayers are ordinarily fully taxed on their income from outside the country, subject to various exemptions and some special treatment for certain taxpayers and particular sources of income. So, as a practical matter, if your business is dealing in overseas or across border transactions, it is basically the same as dealing with people in the U.S. for tax purposes. U.S. tax laws contain provisions regulating activities of this country’s residents and citizens outside of the U.S., as well as activities of residents of foreign countries in America.

If, for whatever reason, you pay a tax to a foreign government, then you should be able to deduct those taxes for U.S. tax purposes or credit them on a dollar-to-dollar basis against U.S. income tax liability on a worldwide basis. Your goal is to avoid double taxation – that is to say, the same income being taxed by different countries.

The concept of taxation of foreign income of U.S. taxpayers and U.S. income of foreign taxpayers can become extremely complicated. Assuming you have only limited foreign transactions and related contacts, your overseas transactions will pretty much be indistinguishable from U.S. transactions in relation to taxes.

Unlike many other areas of the law, you should know right at the outset if there may be foreign tax considerations for your business transactions. If that is the case, some thought should be devoted to the tax consequences of the matter, but that should not be the primary consideration. A little advanced planning and preparation can avoid a lot of problems later. If all else fails, check with your adviser. In the final analysis, the international tax issues tail should not be wagging the international business transactions dog.

Wikipedia begins to define “Survival of the fittest” as a phrase relating to competition for survival or predominance. When looking at our current economic and business conditions, what would Darwin say about one’s ability to survive in business today? Which species of entrepreneur will evolve and which will become extinct? The answers to these questions are being answered every day in the news as banks collapse, retail sales drop and small businesses struggle for each little piece of the pie.

As a business coach, there are many common sense strategies that we are currently focusing on with clients to ensure their business not only survives, but also thrives. Here are three solid suggestions for any business owner looking to thrive during this recession:

tHRIvINg SuggEStION

#1utilize existing clients for quality introductions.

Finding new business is increasingly more difficult as your prospects are downsizing or sitting in a holding pattern for an undetermined amount of time. While there may be some fear in doing something bold, now is the best time to take advantage of the strong relationships you have already created. Contact your best clients and take them to lunch. Be prepared to discuss ways in which you can add value and provide quality introductions for each other. In times like these, you are always better off utilizing existing relationships than to start new ones.

w h o w i l l s u r v i v e ?

tHRIvINg SuggEStION

#2think about offering a barter.

The ability to trade your products or services for marketing dollars, printing, Web site designs or thousands of other products and services might be a good idea for you. This can come in really handy if you have an excess inventory or have services to offer in trade. Some good programs include ITEX and The National Trade Association. Another resource to see all of the trade and barter associations you can use is the Gigafree Network. In times like these, thinking outside the box is more a necessity than an option.


tHRIvINg SuggEStION

#3Invest in your business NOW.

There is extensive evidence from past recessions that investing in your business during tough times is a smart play. While some business owners are cowering in the corner, waiting for the world to change, others are making their move. Hiring better people, investing in a new Pr campaign or hiring a business coach are all solid plays to get ahead today. Whichever move you make, prepare a plan to budget accordingly toward improving top line sales today, while your competition is sleeping.


While there are many ways to improve business during turbulent times, most people are moving along slowly and in a daze, as if a car crash is holding up traffic. The idea behind Darwinism for business is simple: The fittest will survive and the weakest will die.

Stepping up, being bold and bringing some creativity to your business now will allow most businesses to advance and thrive today. Think about what you are doing to ensure a successful outcome for your business. Is your business the alpha male or the wounded youngling? Pretend Darwin was watching your business. What would he say?


Plan On SucceedingCarl Wise

marketing and advertising

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“This economic climate is killing my business” “My sales cycle is way too long, and I don’t know why” “I think this prospect is going to “borrow” my ideas and

not make a deal with me”

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HHooww’’ss BBuussiinneessss?? Too many people think strategic business and marketing planning is something only meant for big businesses. The fact is that every business can reap the benefits by taking the time to construct an effective business and marketing plan.

By clearly understanding both concepts, a business has the potential to reach its goals. It is important to have this sound strategic foundation to carry out necessary actions in a way that makes sense. Sticking to a strategic plan can increase available resources like time and money. If your company adheres to its plan instead of always trying new techniques, you will gain the ability to test and measure each phase of your plan. Testing and measuring your results reduces the chances of throwing money away on practices you hope might work.

A business plan is the foundation on which to establish and grow a business. It serves as an essential tool for companies to map out goals and mission statements for internal use, as well as for viewing the business through an investor’s eyes. A business plan will provide a logical framework within which a business can develop and pursue business strategies. It can serve as a basic discussion with third parties such as shareholders, agencies, banks and investors. A business plan also offers a benchmark against which actual performance can be measured and reviewed

This plan does not consist of day-by-day detail. Instead, it contains components of mission and vision statements, your

economic resources, business prospects and goals. Evaluate and change your plan on an as-needed basis.

A marketing plan is a written document that details the necessary actions needed to achieve a company’s marketing objectives. The essence of this process moves from general to specific – and from the overall objectives of the organization down to the individual action plan for a part of a marketing program. A good marketing action plan contains specific day-by-day marketing activities. It should include a definitive description of your customers, market size, characteristics, growth prospects, trends and sales potential per product or service category.

[ 2 ] Identify the ideal client. Determine the demographics and psychographics of your ideal client.

[ 3 ] Set marketing strategy. Determine specific marketing objectives and goals. What does your business want to accomplish through marketing?

[ 4 ] Plan your marketing mix. Put together a blend of four key marketing initiatives:

•ProductandService.Considerthefeaturesand benefits you want to offer and how they will satisfy customers’ needs.

•Pricing.Exploreyourpricingstructureinrelation to demand, as well as the ideal client’s evaluation of your price and their ability to purchase.

•MarketingChannels.Planyourdistributionbased on availability, future developments and innovation.

•Promotion.Determineabudgetandconstruct promotional objectives and strategies utilizing advertising, personal selling and a set promotional schedule.

[ 5 ] Evaluate results and make adjustments. Obtain feedback and evaluate success based on previous goals and make adjustments to try to gain the best results from your plan.

During this process, it is important to continue to do Step 1 and make adjustments accordingly. The market is constantly changing along with the economy technology. Keeping up with the times can give you the edge over your competition.

Strategic planning is matching the strengths of your business to available opportunities. By determining your company’s strengths and weaknesses, you will gain a clear understanding of what you want your business and marketing plans to achieve. Having solid marketing and business plans provides the foundation your business needs to achieve its goals.

BusinessPlan:

MarketingPlan:

[5]Evaluate Results & Make

adjustments

[4]Marketing

Mix

[3]Sett ing

Marketing Strategy

[2]IdealCl ient

[1]Evaluate Market &

Competit ion

Marketing Process Model

Steps:

[ 1 ] Evaluate market and competition. Consider brand names, service levels, price positioning, distribution channels, technology, personnel and leadership. Research competitors’ strengths and weaknesses to determine your competitive advantage.

StrategicPlanning:

Because SOHO naked biz growth is a “learning experience.”Almost daily we are listening to the hype, “Social Media is the hottest thing around.” “You should jump into a network fast.” “Why are you not on Twitter?” “Where is your Linked-In profile?”

Has anyone responded to the question “How does this affect my personal brand?” “How can I manage my corporate brand?” Better yet, can it improve customer relations, build loyalty among my Brand Chatters®? Do I really need an “Expert” who understands the “tool set” but not the mind-set? And most importantly, how do you select a consultant, if you don’t know what the consultant should be doing for you, your brand or your Brand Chatters®?

RSvP at www.sohobiztube.com for our next SOHO Naked Biz growth seminar series | Chicago, Illinois, kent College - august 12, 2009.

Join us for full day event, 8 a.m. to 4:30 p.m. Central Daylight Time (CDT), on August 12, 2009 to Listen, Engage, Participate & Interact with our presenters. By doing so you will walk away with a 16-page customized document called Social Media Strategy “The Draft.”

Social Media Strategy “The Draft” is your rough draft booklet of social media strategies that you tailor and implement based on your target markets, communication goals and your company’s positioning statement, product and services. It’s your “living social communications” document that will assist you in further developing the right set of strategies, and selecting the right channels and tools that will help you navigate and actively participate in the social media landscape.

Guest moderators, social media leader and practitioners from all over the region will demonstrate using real client examples showing how to develop your social communities, reach larger audiences, listen to and engage with your Brand Chatters®, increase brand awareness, and kick up the level of customer service using social media monitoring skills while also generating sales for your organization using new media. Sessions will feature topics that build upon each other so you walk away with a better awareness and knowledge of social media.

Out of all the workshops around, why should you register for SOHO naked biz growth? Because you want more than just another “workshop” where you take notes. You want a strategy. You want to walk away ready to Listen, Engage, and Participate with your Brand Chatters®.

Out Of all the Workshops around town Why Register For SOHO Naked Biz growth?Cd vann

letter from the publisher

mindsets , s t rateg ies &too lsets to engage

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At VanderBloemen Creative, we are a team of superhero design experts dedicated to the success of our clients. We empower our clients with the ability to reach their customers through traditional marketing efforts along with integrating social media tools that will help them soar above their competition.

For a free consultation with a real super hero, telephone 414.383.3511 or email [email protected].

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Magazine SOHO August 2009