Small Biz Forward
Exploring the Entrepreneurial World of Today
Vol. 20. N0. 12
Small Biz Forward
THE PLACE WHERE BUSI NESSES COME TO
CONNECT, COLLABORATE AND SUCCEED
Cindy Cohen is a registered nurse with 35
Jason Barr, founder of ValenƟne
Web Services. We don't just build web
sites; we deliver fullyopƟmized cam
paigns centered around your important
business objecƟves to put the Web to
work for you! Located in South Bend, IN. He’s there for
all your website needs. Contact him at: hƩp://
Ed Becher, (Ret.) US Marine and
Former Chief Instructor, US Dept. of
State, Uniformed Branch, DiplomaƟc
Security Service. Owner, The
Bodyguard Academy, Sturgis,
Michigan. He can be reached at: hƩp://
Nancy Becher, Passionate
years of experience from the bedside to CEO
of a hospital. Cohen is recognized as an ac
complished author, wellness expert, and cor
porate wellness leader. You can ﬁnd Cindy
Adam Fleming, President of Epic Life
Studios since 2008, Adam Fleming is a
CerƟﬁed Leadership Coach and Coach
Trainer. Adam has coached business
owners in many aspects of growth, with
a focus on personal calling and balance;
and business focus on markeƟng, spe
ciﬁcally intenƟonal growth by referral.
Adam has been a BNI member since 2011 and currently
serves his chapter of that organizaƟon as EducaƟonal
Coordinator, teaching members to network eﬀecƟvely.
about supporƟng “mom and pop”
businesses, Nancy is the Chief
Everything Oﬃcer of Business
Success Unlimited, an educaƟonal
training program and success
mentor for entrepreneurs and small business owners. She is
the author of many short arƟcles and published pieces in
various magazines and online. An entrepreneur since age
12, she is known for her knowledge of running small
businesses and caring about the people she works with.
hƩp://success4biz.biz is where she’s found!
Barbara Nicastro is a problem
solver, strategist and business execu
Ɵve highly experienced in analysis of
complex document or factual situa
Ɵons. Uses a pragmaƟc business ap
proach to prevent or resolve issues.
Extensive leadership, public speaking,
negoƟaƟon, media and moƟvaƟonal training experi
ence. You can reach Barb at www.linkedin.com/in/
2 Small Biz Forward
Kelly Rock is the Director
Sherry Lynn Simoes works with
of OperaƟons for Four Flags
Chamber of Commerce in
Niles, MI. If there’s anything
you want to know about Niles,
or about the business community in the city or surrounding areas, Kelly is the one
to call. 269-683-33720, or firstname.lastname@example.org
Small and Home-Based Entrepreneurs to
build a thriving business through the right
markeƟng methods as well as website
design, blog training & design and social
media training and management. She
runs two networking groups (Women of Today and Business
Builders InternaƟonal) and provides free training to members
each month on a diﬀerent aspect of markeƟng their business.
Sherry Lynn can be found at: hƩp://facebook.com/
Jerry Sarno is a Strategic
Partner with Schooley Mitchell
Telecom consultants, North
America’s largest independent
telecom consulƟng company.
Gail Turluck is the President of
ConnecƟve MarkeƟng of Richland,
Michigan. ConnecƟve MarkeƟng oﬀers
communicaƟons services including
wriƟng, e-newsleƩers, newsleƩers, web
site content, ediƟng, proofreading, and
more. She can be reached at
Multi-Company Licensed Insurance Agent
Specializing in insurance for individuals, small businesses
and the unique opportuniƟes of American Veterans
8175 Creekside Dr Suite 200
Portage, Michigan 49024
3 Small Biz Forward
Toll Free: (800) 578-1609
Enjoy Your Holiday
Take Time to Relax, by Nancy Becher
Plan and prioritize, say no to things that aren’t that important, get going on ideas for
business growth in 2014 and take time to relax and enjoy this season. It only comes once a
The holidays are officially here, and that means lots
of things for us small business owners. It means LOTS
of sales (hopefully), time spent at Christmas parties and
if you celebrate Christmas, spending time shopping and
getting prepared for the big day. It means getting
frazzled and spending money. It also means that perhaps
our business will slow down after Black Friday.
Others are also busy and may not be thinking about
what you have to sell, because they’re trying to find the
one perfect gift for their 6 year old. It’s sending out
cards, and buying a Christmas tree. It’s getting gift wrap
paper and bows, along with wreaths for the front door
and winter greens and lights for the front of the house. I
can go on with lots more. How about you? All those
extra commitments and expectations. For most small
businesses, the holiday season is a big deal that can add
a tremendous amount of pressure. Personal obligations
added on top, and it is enough to make any of us go
I’m feeling the pressure at the back of my neck and
my head is starting to hurt. Panic is setting in. I’m NOT
going to be able to do it. HELP!!!!!!!!!!!!!!!!!!!!
Probably one of the biggest fears right now is that
business will slow down and you won’t be bringing in
the cashflow that is normal during this time – especially
since you’ll probably be spending more than normal
right now, as well. Here are a couple of thoughts that
might help alleviate some of that worry at least. Take
this time to work on your tasks for next year so that
money will flow throughout the year. Now is a great
time to work on the business of working ON your
business. It’s good to think about your goals for next
7 Small Biz Forward
year, and see where you want to be throughout the year,
both in terms of income and time. You should create
several SMART goals so that you have (in writing) a
roadmap for where you’re headed, and the tasks to do
along the way to get you there.
It’s a good time to also work on your finances, i.e.,
taxes, price structures and more. By getting your ducks
in a row now, you don’t have to take time when you’re
busy again to get all these items together. Do you have
your mileage records up-to-date? What about all those
business expenses that have accrued throughout the
Give yourself permission to have some down
time…get a good book (or two) to read. One for fun and
one for business development. It never hurts to have an
open mind about the newest techniques and strategies
for business growth. Catch up on the back issues of
Small Biz Forward: its pages are full of great
information to quick start your success.
As I mentioned in the Editor’s Notes on page 4, take
stock of everything that’s going on now, and make a list
of what should go on your YES side and what should be
put into the NO column. When you release yourself
from all the pressure of having to be in 10 places at
once, you will immediately begin to feel better and more
So, to recap – plan and prioritize, say no to things
that aren’t that important, get going on ideas for
business growth in 2014 and take time to relax and
enjoy this season. It only comes once a year!
Schedule of Events
K Enterprises – Your Business Needs Fans
P.O. Box 6056
South Bend, IN 46660
Karen – 574-344-8895
Business Mentoring, B2B Events
Facebook Training, ConsultaƟons & Design
B2B Get Together Holiday Bash – It’s A Networking Party
6:15Thursday, December 5, 6:15-8:00pm (Open Networking starts at 5:30)
(LocaƟon: Sprenger Health Care Center, Elm Road Campus, 60257 Bodnar Blvd., Mishawaka, IN)
This B2B Get Together is a Holiday Networking Party with an awesome twist and we think the very best way to network successfully. It’s a sponsored event with complimentary wine, non-alcoholic beverages, yummy appetizers and
will be held at the beautiful Sprenger Healthcare Center, Mishawaka. Open Networking at the bar, 5:30-6:15 and then
Business Introductions and “Live Networking De-constructed” starts at 6:15pm. All businesses are introduced. Bring
your business cards, brochures, samples. Just $10 to participate (complimentary wine and appetizers). RSVP please on
Facebook, www.facebook.com/YourBusinessNeedsFans Event tab). Sponsorship Opportunities, call 574.344.8895.
B2B Get Together/”Live Networking De-constructed”
9:30Friday, January 10, 2014 – 9:30-11:30am
(Trine University, 4101 Edison Lakes Parkway, Mishawaka, IN)
Time to give your business a boost, refresh your own focus for success and join in the fun of a unique networking experience. Lots of fun and a great way to connect with other businesses. Open Networking time 9:00-9:30 and then
Business Introductions and “live Networking De-constructed” starts at 9:30. All businesses are introduced. Bring your
business cards, brochures, samples. Just $5 to participate.
Michiana “Shop & Greet”
4:00Thursday, March 20, 2014 – 4:00-9:00pm
(Saint Mary’s Campus – Gillespie Center, South Bend, IN)
Best Expo of the year! One of a kind event with our unique “Everyone Shops Experience”! Networking at its best and
auction fun with local charities too. Sponsors, 40 Vendors, “A Minute Wins It’ Challenges, Great Prizes & Surprises.
Live Auction Fun! Great Networking! Fun for you and your
friends and good for your business too! Come shop with us!
$15 at the Door (and you get $10 back in Michiana Bucks to
spend at the event). More info, call Karen 574.344.8895.
8 Small Biz Forward
Note from Rebecca Maalouf, professional makeup artist and
small business owner:
Why Updates Matter:
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face our days... firmly stuck in a rut. When was the last time you stepped outside of your comfort
zone to consider something new? Take that baby step forward today. Call me. I'll show you how to find
the best look while respecting your personal style.
Ask for a "Best Look" lesson with Rebecca.
$40. 45 minutes.
Bring in or mention this note, and it's fully redeemable in product - so you have nothing to lose.
Camellia Cosmetics * 7220 Heritage Square Drive * Granger IN
9 Small Biz Forward
by Jerry Sarno, Schooley Mitchell Telecom Consultants
Ready or not, 2014 is almost here. A new year offers
up a fresh start, and we usually take advantage by
devising plans for the months ahead, making resolutions
to eat better, get more exercise, learn a new language or
spend more time with the kids.
Hopefully you have already spent time
contemplating your resolutions for 2014. Setting goals
for the new year is not something to be taken lightly but
too often we don’t spend enough time thinking about it.
To increase the chances of reaching your goals, we’ve
broken down a few simple steps to pave the path to
success, whether it is at home or the office.
One is enough. Taking on too much can have the
opposite effect by overwhelming your brain with too
many objectives, resulting in a feeling of hopelessness.
Spend some time brainstorming and then narrow your
focus to the most important goal. Quality definitely
outweighs quantity in this situation.
Be realistic. Goal setting is a process and ensuring
your objectives are realistic is important. An ambiguous
goal is more difficult to reach than one that is concrete,
so take the time to get specific and iron out a practical
implementation plan. Examine if you have time to work
toward your target – if it doesn’t seem attainable, reexamine your objective.
Make it a habit. Many people focus on kicking bad
habits every January. Instead think about your
resolutions as a way to introduce good habits into your
11 Small Biz Forward
life. If you`ve pledged to increase your productivity this
year, consider habits you can adopt to make it happen.
Don`t do it alone. Bringing others into the fold will
help hold you accountable and keep you committed to
your long-term vision. Your friends, family and coworkers all have an important role to play and may even
be able to assist you in reaching your goal more quickly
and calling you out if you drop the ball.
Revisit your resolutions. There are very few things in
our lives that are truly static and your New Year’s
resolution isn’t one of them. If you are finding yourself
slipping back into your old ways, or not making much
progress in your intended direction, don’t be afraid to go
back to the drawing board.
What happens in the end if you miss your mark? For
some people, failing to reach a goal can be emotionally
devastating. Others can turn that failure into something
much more positive. Research shows those who maintain
a sense of humour and don’t take themselves too
seriously rebound best and accepting things outside your
control can help you move on to bigger and brighter
So sit down, sharpen your pencil and think about the
one big move you would like to make this year while
you’ve still got 12 months to make it happen.
How to Use Story to
By Jason Barr, Valentine Web Design
12 Small Biz Forward
This isn’t why you started your own business.
Sure, sales are ok and you’re getting by. Your
customers are happy for the most part. You’ve even got
a few great testimonials that remind you of why you
started doing this, but it’s a long way from what you
envisioned back when you first began.
Back then, you lost sleep over the idea that grew
into your company. You were so excited about helping
your customers, you couldn’t wait to get started! You
dreamed of making people happy, but the reality is
much more mundane.
What happened? And more importantly, what can
be done to capture that old enthusiasm and
communicate it to your customers?
You Aren’t Telling Your Story Effectively
Your original idea is still good, and you’ve done
your homework as far as homing in on your target
market, forming a strong value proposition, and
incorporating customer feedback into your operations.
You’re a wiz on the operations end. What’s missing is
telling the story about your business, the very thing that
had you up all night with anticipation. You remember,
right? Those dreams of grateful customers thanking
you? Each one of those visions is a powerful resource.
Storytelling isn’t just something for kids to do at
campouts; it’s a powerful method of engagement.
Narrative is deeply ingrained in the human psyche, and
we enthusiastically respond to good ones.
Why We Often Do Business Backwards
Business owners love data. We love it because it
tells us what we’re doing right and wrong, and often
helps us do better. Data is very, very important. But it
can also become a fixation that leads us to crowd out
the more emotionally satisfying aspects of marketing.
Data doesn’t drive customers to identify with your
brand, and numbers don’t make them buy. When you
concentrate on these kinds of information and don’t
first engage with a strong brand narrative, you miss a
vital way to build your bottom line.
How to Tell a Story That Will Power Up Your Brand
Fortunately, you’ve already come a long way
toward storytelling your brand if you’ve done due
diligence to things like your ideal customer profile and
elevator pitch. In a sense, your elevator pitch is actually
a story in miniature, and your customer profile
describes the hero of your narrative.
That’s right, your customer is the hero of your
brand’s story, not you. Surprised? Don’t be. After all,
your customers are the ones who make it possible for
you to do what you do. The customer is the hero,
because in a good story the hero always emerges
transformed. You are the agent of transformation
A strong narrative answers three questions: who,
why, and how. “Who” is your ideal customer profile.
You should know your target market intimately. You
should know their fears, hopes, dreams, motivations,
and problems. “Why” is the problem they have that
your product or service will solve. But it’s not just
about fixing what’s wrong for them; it’s about creating
meaningful resolution to the drama of their situation
that brings about a need for what you do. “How”
presents the action they need to take so you can create a
satisfying climax to the drama. Who leads to why, and
resolution is found in how.
Arthur draws the sword from the stone and
becomes king. Luke Skywalker embraces the Force and
saves the galaxy. A customer encounters your company
and finds a way to move past her dilemma, stronger and
By casting your target customer as the hero and
establishing your brand as the solution to his pressing
need, you begin crafting a potent marketing story that
will draw in new prospects, increase their satisfaction,
and give new life to your business.
Jason Barr is a Digital Media Consultant, creating powerful
inbound marketing solutions to help nonprofits and social
enterprises increase reach, revenue, and effectiveness in
carrying out their mission. Contact him at
email@example.com to find out how you can get $3000
in web consulting and design absolutely free and boost your
organization’s ability to carry out your mission.
13 Small Biz Forward
If you’re interested in placing
your events here, just send an
What’s happening This Month?
Peer Advisory Board — Do you have a dream for your small
business? Want to see it grow and become bigger? December 9
we meet at the Niles Four Flags Chamber of Commerce at 8:30
am to discuss ways to quickly and effectively grow our businesses
to the next level.
Online Peer Advisory Board — if you can’t make it to
Niles, but want to be part of a group to work on business growth
issues, you can join us starting on December 4 and 18 at 9:00am
for our online version. (Check with Nancy @ 269-651-3555) for
more info and to register.
GRAPE — Grand Rapids Area Professionals for Excellence
will also be facilitating a Peer Advisory Board Mastermind
meeting. December 17 , 10-12; ITT Tech, Wyoming, MI
Entrepreneurial Forum —
It’s so very important to have
a roadmap to where we want to grow our business, but it can be
one of the most difficult things we try to do. Let us help you get
those goals and plans set so that 2014 will be the BEST year for
your business ever. December 18, 12-2, ITT Tech, Wyoming, MI
Explore Exciting Career Opportunities — with the
Center for Protection, Security and Personal Safety as they hold
their introductory bodyguard class on Dec. 13-15 at their Center
in Sturgis, MI. Call Ed at 269-651-3355 for more details.
Christmas — Merry Christmas. Happy Holidays!
14 Small Biz Forward
If you’re interested in placing
your events here, just send an
What’s happening This
Peer Advisory Board — Do you have a dream for your
small business? Want to see it grow and become bigger?
January 13 and 27 we meet at the Niles Four Flags Chamber of
Commerce at 8:30 am to discuss ways to quickly and effectively
grow our businesses to the next level.
Online Peer Advisory Board — if you can’t make it to
Niles, but want to be part of a group to work on business
growth issues, you can join us starting on January 8 and 22 at
9:00am for our online version. (Check with Nancy @ 269-6513555) for more info and to register.
B2B Get Together/”Live Networking Deconstructed”
Friday, January 10, 2014 – 9:30-11:30am
(Trine University, 4101 Edison Lakes Parkway, Mishawaka, IN)
Time to give your business a boost, refresh your own focus for
success and join in the fun of a unique networking experience.
Lots of fun and a great way to connect with other businesses.
Open Networking time 9:00-9:30 and then Business
Introductions and “live Networking De-constructed” starts at
9:30. All businesses are introduced. Bring your business cards,
brochures, samples. Just $5 to participate.
15 Small Biz Forward
Creating an Ad Campaign
By Sherry Lynn Simoes, Women of Today
Creating an Ad Campaign is an art. The 2 most
important points you should remember are:
1 – Always include a CALL TO ACTION
2 – Tie EVERYTHING you do together!
The first step when creating an Ad Campaign is to think
of the purpose.
What do you want people to do when they see your
ad? Do you want them to visit your website? Do you want
them to call you, email you or to purchase something?
YOUR TARGET MARKET
Who are you trying to reach with this campaign?
Sometimes you will have more than one target market.
16 Small Biz Forward
Try to focus on one of them for a campaign. You do not
want to try and reach everyone as you will not be able to
come up with the ad copy that will speak to them.
Is your target market your existing customers or new
THE CALL TO ACTION
Once you know the purpose you want to come up
with a creative way to get them to do this. This is called
your Call to Action. You really need to think deep and
outside the box about this. Simply saying Call today is
not a strong call to action. Call today to receive a
Complimentary, No Obligation Information Package is
YOU MUST HAVE A STRONG CALL
TO ACTION OR YOU ARE WASTING
TIME AND MONEY!
YOUR SALES COPY
I see many campaigns that are missing a crucial
component such as a phone number, email or website. In
almost all campaigns you want people to be able to reach
you in a method that is convenient for them.
Components depending on your target market and
purpose could include:
•A contact method
something more than once most times before they act.
Never run one ad in a publication. It is better to run a
smaller ad more times than one time!
•Disclaimer if it is a contest or promotion
Remember not to pack your ad with so much
information that people will not read it. Keep it short and
sweet and to the point. Do not include a novel or no one
is going to read it!
CHOOSE YOUR PROMOTION DATES
Do not leave something open ended. When do you
want you campaign to run from and to?
Keep in mind when your marketing methods “Hit the
Street”. When do the publications actually get delivered?
You need to make sure you give people more than a day
to act – but not too long or they will not have the urgency
TIE EVERYTHING TOGETHER
YOUR MARKETING METHODS
The step is to figure out what marketing methods are
going to reach your target market.
Think of it this way: Where does your target market
hang out? Do they shop online? Do they read the
newspaper or certain magazines? Do they use the old
fashion phone book or look listings up online? Do they
like physical mail?
Whatever you do remember that people need to see
17 Small Biz Forward
Everything you do during your campaign time must
be tied together! Get your promotion out there in as many
ways as you can! Running an ad in a newspaper alone is
•Blog about it and point them to the campaign
•Include it in your newsletter – remember to include
a link if it is online
•Talk about it on Facebook
•Make sure any ads you run include it
•Put an ad on your own website or put on your main
page during the campaign time
•Talk about it at networking meetings – include it in
your 30 Second Intro
HAVE A SOLID MARKETING PLAN
Each marketing method you use should be included
in this plan. Remember not to do these things just once.
Create a plan for each method.
An ad campaign can get you a flood of business IF
YOU DO IT RIGHT!!
Remember… ask for help from an expert or get a
second opinion from someone you know and trust.
Always have someone proofread and give you their
feedback. Would they act if they saw it?
•Post articles online
•Do Cross Promotions
•Ask People to Share It – you may want to have an
Have fun and Be Creative!
incentive for them to do so
Email it personally to your most important contacts
one at a time is a strong method as it is an email “just for
It’s working for me, It’ll work for you
Kim Green @ hƩp://
18 Small Biz Forward
Brenda Johns, firstname.lastname@example.org
YBNF Tip: Value Your Favorites
Value Your Facebook Favorites. Did you know that when another business page “likes” your
page, your page appears as a favorite on their page? Do you know who has made your page a
favorite and how to nurture that relationship? You can connect with the businesses that have
made your page a favorite by logging into your business page, going to your "LIKEs" and
clicking on the "see all" drop down. You will be able to choose individual people who like your
page (your fans) or businesses that like your page (your favorites). Be sure to "LIKE their
business page when logged into your own business page so you can make them a favorite on
your page too!
19 Small Biz Forward
Chatting with the Experts
By Nancy Becher
20 Small Biz Forward
Even now, after 35 years in business, I love to read
about what others are doing, how they are making successes for themselves and how I can both help them, and
they can show me new ways to grow my business, too.
When we know we’re not in this by ourselves, but have
others around us that have perhaps seen similar stories,
and circumstances, it gives me hope for the future and I
don’t feel so all alone. So, this month, let me introduce
you to a lady that I have the utmost respect for. She
seems to seamlessly manage a family, a marriage, being
a teacher, and a business woman. We can all learn something from her! So, without further ado, let me introduce
you to Kathleen Williamson, and her business Simply
Hi! I am Kathy Williamson and I, like most of you,
wear many hats: wife, homeschooling mother of 7 children, Sunday school teacher, private tutor, caterer, and
recently, a DIRECT SALES BUSINESS WOMAN as
I love to teach others something NEW and EXCITING, with a PRACTICAL side to it, too! As certified
writing instructor and tutor, I developed a passion for
words, always learning just how to use just the right
words to get the best influence. SUCCESSFUL people
are always LEARNING and when they find something
that works, they never keep it to themselves; they
SHARE it! They care about those closest to them, including those beyond the circles of their friends and family members, wanting others to enjoy the benefits of their
discoveries. Interested in what I found? Read on . . .
While catering at a vendor event for a friend, business was slow and while browsing the other vendor
booths, I immediately noticed Simply Said, a CUSTOM
VINYL DESIGN and CREATION business! That day,
SIMPLY SAID with KATHY was born!
SIMPLY SAID with KATHY fuels my PASSION
because it combines ALL OF THE ABOVE into one
business opportunity. It allows me to impact my family,
21 Small Biz Forward
my community, my world and our children’s future!
Bringing BUSINESS OPPORTUNITES to others, sharing the power of the written word through beautiful custom designs, in homes, offices, restaurants,
campgrounds, churches, schools, libraries, beauty salons,
and more, YOU, TOO, can impact anyone, anywhere, in
a profound, professional way! NOW, I TEACH others
how to ENJOY THEIR OWN BUSINESS and REACH
out to everyone they meet! While our children watch me
take on my own business venture, they learn right along
with me about the real BUSINESS world. They learn
how they, too, could one day start their own BUSINESS.
Learn how to assist clients as they CREATE their very
own CUSTOM designs to say exactly what they want or
need, whether it be just for decorating or on a serious
note, for advertising, motivating, inspiring, reminding,
encouraging, celebrating, or remembering a loved one.
You soon LEARN how to LISTEN to the world to be
ready to IMPACT others with these designs. Want to
join with me and impact your world with beautiful, professional custom creations? Are you passionate about
others? Are you willing to work hard? There’s more!
Contact me at (574) 850-4424 or www.facebook.com/
My educational background includes a BA in General Business Administration from Michigan State University and before our first child was born, I began to
attend Western Michigan University, trying to complete
a second bachelor’s degree in Electrical Engineering. I
LOVED the challenges of the engineering program and I
was quite successful with the calculus and physics
coursework! I developed a confidence that no matter
what I had in mind to do, I could find a way to be successful with it. Therefore, it’s full steam ahead for my
business with SIMPLY SAID with KATHY, and if you
would like to join with me in this FUN, EXCITING
business opportunity, I would love to TEACH YOU
HOW you too, could have YOUR OWN BUSINESS!
It’s that SIMPLE!
Enjoy the Shininess
By Gail M. Turluck, ConnecƟve MarkeƟng
'Tis the season! We've got the glitter of twinkling
lights outdoors and in, our offices and workplaces are
specially decorated with tinsel, garland, ornaments and
more, and we're gathering for special events at a rate
like no other time of the year.
of bright, shiny coins, think of and remember those
service people that are special beacons to your success.
It will brighten their day, their load, impress upon them
your years' shininess, and keep them attentive to your
Take the time this year to enjoy the shininess!
Attend celebratory events with a big smile on your face.
Get a little more gussied up than usual—be a part of and
reflect the shine. Seek out the host and help them
celebrate their improvements from the past year. Be
sure to reflect the pieces of good news you learn with
others and make each event even more bright.
As you bask in the shine through the end of the
year, use the experiences to become completely
refreshed and ready to tackle 2014 to make it your best
When you host your event, be prepared with your
own examples of shininess so your guests may reflect
your year's successes. Make shininess part of your
theme; silvery decorations, candles, mirrors, napkins,
and more will add to the ambiance. The shinier the
setting, the more you will find reflections from
your event shining back on you through all of
the coming new year.
Make sure to provide for plenty of time for
your family to shine. As family members
gather, discover what is shining in their lives
and reflect that to others. Be sure to share your
shining moments with family members so they
may build your brightness and cause it to
abound. The busy holiday season will bring
your family together to celebrate tradition;
make it unforgettable this year by making it just
Remember to spread a little shine around as
well. Whether a small, shiny gift or a number
22 Small Biz Forward
Gail M. Turluck is the President of ConnecƟve MarkeƟng of Richland,
Michigan. ConnecƟve MarkeƟng oﬀers communicaƟons services including
wriƟng, e-newsleƩers, newsleƩers, web site content, ediƟng, proofreading;
Send Out Cards; the Body by Vi 90 Day Fitness Challenge; and more. She
may be contacted at gail@connecƟvemarkeƟngllc.com or by visiƟng
By Kelly Rock, Director of Operations
Getting wrapped up in the rush of holiday shopping
season is easy. We make our lists, look for the best
deals, consciously try not to buy for ourselves and think
of others and how they influence our ultimate decisions
and purchases. The state of the economy continually in
flux; where we spend our bucks. The market visible, as
it sinks its heels in the shoes of those brave shoppers.
Coupons, % off discounts, gift incentives, parking and
such. Some think it’s too much. Others login to shop
and surf, avoiding the heavy turf. One could call a lighter load. But are we burdening the community we call
After the Black Friday’s and Small Business Saturdays, the hunter lives on. The deals, ads, and promos
will continue. People will take their holidays, and pay
their tributes. Fact stands. When we choose to support
our neighbors in business, we thrive. We make owners
and leaders of one another.
We can make a collective effort to make more owners and leaders of our neighbors by shopping local.
Chambers of commerce exists to raise awareness of our
moms and pops, gift shops, open houses, and round tables. Chambers highlight achievements and elevate the
concerns of our citizens.
23 Small Biz Forward
Chambers focus on building networks, collaborating, and creating events that draw people to learn from
each other. Each person we meet; a mentor, mirror and
teacher; regardless of social status or title. Chambers
promote growth opportunities for business, and community attraction. More people mean more entrepreneurs,
more skilled workers, more jobs, and ultimately, a better
place to live and thrive.
For more information on chambers or to join our
chamber association in the support of Niles Michigan
commerce, please visit www.nilesmi.com.
Building a Better Community for Business in the
Greater Four Flags Area of Niles Michigan
Four Flags Area Chamber of Commerce
By Ed Becher, PPS, Center for
Protection, Security and
With the holidays fast approaching we
need to still keep our security awareness high
as the bad guys never take a holiday, actually
they enjoy when we take them. Many of us
will be out shopping for gifts to give to
family, friends and both co-workers and
employees. While you are out, think about
some stocking stuffers with security in mind:
things like high lumen flashlights, door
wedges with an alarm built in for the traveler,
training programs for awareness and safety.
To start with I want to wish each of you and your
families a very Merry Christmas and a Happy New
Year. This time of year brings back many memories,
both good and bad. It also brings with it renewed faith
and a desire to look ahead and set some goals for the
upcoming year. There are some from this year which
did not come to pass, but I will leave them in place.
A number of years ago I was tasked with providing
security to a high wealth female as she went ‘Black
Friday’ shopping. Those that know me know I am not a
big fan of shopping at all, and most of my Christmas
shopping is done on Christmas Eve or shortly before
During this protective detail, I was extremely
observant of other shoppers and their interactions with
each other and store employees. I do know that was a
very interesting assignment, and many interesting
observations were made.
24 Small Biz Forward
Here are some tips to follow as well:
When parking, use street level parking; it’s safer than
that of a parking garage. If you must park in a garage,
choose the center levels avoiding the top and bottom
levels as these are least traveled.
Pay attention to where you are parking, especially
after dark. Choose a well lit, highly visible area and park
as close to an exit as possible. Remember you may be
parking in the daylight, but getting back to your car after
If possible, back in to your parking space—this
makes it easier and faster to get out if you need to.
When you are approaching your vehicle, have your
keys out and ready to unlock the door. By having them
out you gain entry into your car more quickly.
Make extra trips to your car to put away bags; do not
carry them out all at once. You want to have a free hand
available at all time in case of emergency. Put your bags
in the trunk where they will be out of sight.
the doors, or if you feel threatened, see if mall security
can escort you out to your car.
In parking lots, avoid the stairwells, as they can be
safe havens for criminals to linger.
If you are grabbed, draw attention to yourself! Yell
“FIRE” instead of “Help” as more people are apt to pay
The holidays are stressful enough with family
visiting, and the question of “Did I forget someone on
my shopping list”. Let’s not make it any more stressful
but taking our personal security and safety lightly.
Ed Becher is the owner of Center for ProtecƟon, Security and
Personal Safety (The Bodyguard Academy) which is a provider
of training and resources to keep you, your staﬀ and clients
safe. He can be contacted at ed@centerforprotecƟon.com or
by phone at (269)651-3355.
Walk with confidence, keep your head up and
continually be looking around. Have your cell phone
close at hand in case you should need to contact 911.
We all have malls and shopping centers we frequent.
Get to know the layout of them and have an emergency
plan in place. If you have parked a distance away from
Cindy Cohen, RN
C2 Your Health LLC
25 Small Biz Forward
Good Health is Good for You
and Smart for Your Business
By Cindy Cohen, C2 Your Health, LLC
“Of all the rules for taking care of your health, the most valuable may be the one you seldom hear:
Remember who’s in charge. The important day-to-day decisions about your own health and
vitality are made by one person – you.”
Dr. C. EvereƩ Koop MD
26 Small Biz Forward
The success of your business relies on your
performance at work and at home. Whether you work for
yourself, own a small business or work in a fortune 500
company you have to deal with the unpredictable
challenges you’re faced with every day; your life has
become stressed, messy and out of control. Just take a
minute to think about what your work days might look
Your work days begin with jumping out of
bed to an alarm clock; gulp down a jolt of
caffeine; then fight your way through the
traffic to get to work on time. During your
rushed day there are complicated decisions
to make, pressure to get a lot of things done in a short
period of time without enough help. At the end of every
work day you hurry off to your car facing the rat race back
to home filled with evenings of quick dinners, working
from your virtual office, late night “bad” news, tossing
and turning; sleepless nights just to start right back over
again the next day! No wonder you feel sick and tired!
You are not the only one, your co-workers, peers and
family members are sick too. It seems nearly every other
day there’s a new national epidemic. The latest?
Childhood obesity, diabetes, obesity, insufficient
sleep...what next? Nearly 1/3 of Americans now have
Metabolic Syndrome. What’s that you ask? If you
would’ve asked me 30 years ago about Metabolic
Syndrome I couldn’t have answered, because there was no
such condition. You may not know you have it. Those of
you with a big belly (abdominal obesity), exploding body
weight (body mass index), high blood pressure, your
cholesterol is too high (low HDL cholesterol) and have
high blood sugar (pre-diabetic) it’s you. What happened?
A lot of poor food choices, no exercise, not enough sleep
and too much stress that’s what! This means 1/3 of you
are already sick and the rest of us are looking forward to
the possibility of developing diabetes, heart disease, and/
or stroke. Just because you don’t have any of these
symptoms you’re in the clear. Not a chance. For example
heart disease doesn’t start with chest pain; it starts with
that first French fry!
27 Small Biz Forward
Bad health is bad for business
The price of everything is going up and we as a
population are getting sicker; a costly combination. With
all these challenges it’s critical to include the wellness of
your employees as a top priority for your business.
Encouraging your employees to make healthy choices and
take responsibility to improve their health is not enough
The time has come for companies and organizations to
be the leader, show their employees / members the way
and give them the tools to become healthy it’s the only
way to survive this tough economy. You lead by setting
the pace, being the example and providing a supportive
work environment to get healthy in.
Bad health affects every size business
and it’ll cost you big time. If you’re an
entrepreneur you are your business. Even
one day of missed work can cost you big.
How many days of work can you miss due to
illness before you close up shop? The “baby boomers” are
the largest segment of the working population. You and
the people you work with are all getting older and sicker.
With the rising costs of medical care, prescription
medications, and insurance this is seriously cutting into
the profit margins of your company to such an extent
many companies are reducing their staff to reduce these
costs. Companies are literally going out of business
because of their medical expenses.
Bad health is bad for you
Poor health is frustrating, tiring and emotionally
draining on you and on your family relationships.
Sickness will cost you with a lower paycheck, not able to
get things done on time, and missing too much work.
You’ll be spending money on doctor visits, medications,
diagnostic testing, procedures and emergency room visits.
If your health is not a priority your sickness will be.
When you’re sick, trying to get better can become a fulltime expensive and exhausting job. Think about whom
you know who has heart disease, cancer or diabetes. It’s
all consuming. Isn’t it?
Good health is good for you and good for your
Sometimes we forget every company is made up of
individuals. By providing support, information, and
education, the health and wellness of each individual is
improved over the long run resulting in a permanent
lifestyle change. Each person is unique in their desire to
become healthy, the way they embrace change and when
the time is right for them. Healthy and well is what we
become, not what happens to us.
Being healthy feels good, fuels you with
energy, helps you focus, and makes you
happy. You wake up refreshed, ready to
go and prepared for what the day has in
store for you. As a result of good health
you get to grow your business, keep your job, possibly
make more money, feel great about what you do and
where you work! When you’re financially fit, enjoy a
healthy, active body and have a healthy attitude what can’t
you do? You’re on top of the world!
Every employer, organization and association of every
size are impacted
Every size employer, organization and association; big
and small is impacted by the number of sick and healthy
people connected to their workplace. In an economy
where resources are tight, it’s important to know that
creating a healthy life is a top priority and not as hard,
complicated or expensive as you may be thinking. All you
need is a caring expert to guide you, point you in the right
direction, and is willing to listen to the uniqueness of your
work environment. Becoming healthy and well doesn’t
have to be a big fancy program with all the bells and
whistles. Becoming healthy for you and your company
does require commitment and a plan to guarantee the
health of your organization. The road to better health is
paved with information, education, a consistent message,
and a supportive works place all working towards creating
a culture of wellness.
Anyone who owns a business or works in one
Your day is filled to the brim trying to balance your
home and work life. There’s hardly any time to think
about your health or wellness, much less do anything
about improving it. Every day you are bombarded by
mixed messages of what’s healthy, the latest cure or magic
28 Small Biz Forward
pill. Today it’s more confusing than ever to know what’s
really healthy and even more important, what strategies
actually work. I’m often asked, “Is this good or bad for
me?” Instead of thinking what is good or bad for me, think
about how the choices you make are a continuum
wellness; healthy, healthier and healthiest.
The healthier choices you make, the healthier your
life. That’s what you want right? A healthy life.
Finding your way can be confusing. It’s important find
a health and wellness consultant or health coach to help
you get informed, educated and
guide you down that rocky road to
better health without costing you a
ton of money. A wellness
consultant helps you find the right
pieces of the wellness puzzle to put together that is just
right for your group.
You, those you live and work with deserve good
health. After all good health is good for your business,
you, your family and our communities.
Your partner in health,
Cindy Cohen is a registered nurse with 35 years of experience
from the bedside to CEO of a hospital. Cohen is recognized as
an accomplished author, wellness expert, and corporate wellness
leader. As a health coach and wellness consultant, Cohen is the
guiding force behind the C2 Your Health team in helping others
find their way to improved personal and business wellness. C2
Your Health LLC, through the corporate wellness division
Health-E 4 Life Worksite Wellness, assisted industry leaders
with certification and was awarded the 2009 - 11 Indiana Small
Business Wellness Tax Credit. C2 Your Health LLC also
promotes the annual Expo for Women bring wellness to the
community. Cohen has written a number of books, the latest
2012 Prevention Benefits Healthy Employee Costs Less
(Amazon.com), and 2013 What’s on Your Plate a Simple Guide
to Healthy Cooking (Amazon.com)
Cohen speaks on a local and national level about personal
health, corporate wellness, and business leadership. Her
expertise helped build an award winning franchise as a Qualified
National Marketing Director for the Juice Plus+ Corporation
winning the Top 10 in the category for developing new
business. Other awards include the 2000 Temple Beth
El Woman of the Year, the 2009 nomination for WSBT &
Enrichment Strategies "Success Story of the Year", the 2010 -11
Annual Social Media Summit nomination for the Up and
Coming Business Award, and the 2012 Wellness Council of
America Faculty Status. You can find Cindy @ www.fb.com/
Beginning of year resolutions are often recipes for
disaster for many reasons. That first glow of holiday
celebrations prompts a person to reach for the stars and
to assume that all is possible. The result is often
disappointment and a sense of falling behind rather than
progressing towards ones goals. When you’re deciding
how to define 2014, take a deep breath in a quiet room
and mull over the following.
What DO you really want? Will that short term goal
take you away from other, more important ones? Is no
goal at all always a bad thing? Sometimes, it’s best to
maintain the status quo for a bit rather than feel forced to
Is what you want really achievable? What are your
business needs and can they be achieved in a reasonable
What will that change you want to implement
REALLY cost you . . .or your company? Are you, your
family, your employees and their families willing or able
to achieve that goal you want to set and still have a
balanced, rewarding life? Too often, executives and
29 Small Biz Forward
owners forget the impact their decisions have on others
in their life circle.
How dependent are your new goals upon outside
forces? Many companies are just now beginning to
recover from disaster that was 2008. The lesson learned
from that experience should be that nothing is certain
and unexpected domestic or international forces may
impact your industry or future in ways you cannot
predict. While not a call to do nothing, it does behoove
us all to not commit so deeply that a serious change in
circumstances will cripple the company.
How do you want to live your life? That old saw of
no tombstone ever saying “I should have spent more
time at work” is true. With age comes wisdom, but also
a sense of how quickly time passes and how choices that
seemed crucial ten years ago are now, in hindsight,
hardly worth thinking about. Once again, it’s the desire
to provide balance and joy in your life and the lives that
you and your business touch that should be your ultimate
resolution for the new year.
I start this holiday season with a great sense of thanks to all who have touched my life this past year. My business
and personal goals for 2014 are simple: to do more good than harm, to treat my clients as I wish to be treated, to keep
a balance between work, community giving and fun, to live healthy, and one other long-shot goal: to (hopefully) find
out that I’m going to be a grandmom!!! Happy Holidays to all and to all a good year!
Call for Appointment
East West Center for Natural Medicine
51099 Bittersweet Rd.
Granger, IN 46530
Relax, Release and
Transform Your World
30 Small Biz Forward
Make the Sale: Credit Cards, Debit Cards... Gift Cards!
by Adam Fleming, Certified Leadership Coach and Trainer
Contrary to popular belief, the Holiday season between Thanksgiving and Christmas is the number two
season of the year for sales of Gift Cards. What's number
one? Birthdays. What this means for your retail business
is that a gift card program is a great idea all year long. A
gift card that's loadable to your specifications and works
in conjunction with your credit card terminal makes your
small business look very professional. It doesn't get lost,
because everyone's wallet is specifically designed to accommodate it, and whenever they open their wallet,
whether shopping or showing their license to a police officer, you have an opportunity for some more brand name
recognition and top of mind awareness.
If you aren't taking credit cards at all, though, you
may really be missing out on sales. It's hard to say how
much. One client of mine began accepting cards at his
VERY small retail shop, expecting to run about $500 in
monthly volume. His first full month, he processed over
$1700. It's established that people spend more when they
32 Small Biz Forward
use plastic. During the holidays you're much more likely
to complete a sale when you offer credit, because people
push their cash flow to the limits (i.e., January.)
"I'm B2B, my clients pay by check after I bill them."
Really? How long does it take them to get around to it? It
costs $8-$15 to send a paper bill. If you do that three
months straight, when your net 30 turns into 90, and
you've already spent at least $24 begging someone to pay
you. You're not in the business of being a bank. Unless
you're a bank. The amount people throw away in billing,
loss of cash flow, loss of interest on their own account is
staggering, and they do it just because they're worried
about giving up 2%.
Commodity? Sure, getting processing could just be a
numbers game, but play that numbers game often enough,
and you'll run into someone who will promise you the
moon. Have you ever seen someone try to deliver the
moon? That's a lot of cheese. You're better off getting to-
gether with a trustworthy, local rep, and make sure they
are going to go over your package with you annually to
make sure they're taking care of business properly for you.
You should do the same thing with your insurance agent.
Treat an insurance agent like a commodity seller, and
you'll run into the same problem -- someone who gives
you the lowest rates, and the service to match. Hmmm. I
might need to call a new insurance guy. (Don't all call me
Does your business need an UPLIFT for the coming year? Are you staring at blank,
empty walls? Your MISSION STATEMENT needs to be right where everyone will see
it daily! Excite your workforce with encouragement, gratitude, and beautiful daily
reminders! I can assist you with professional CUSTOM designs that enhance your
office spaces. Call Kathy Williamson today at (574) 850-4424 or order online at
33 Small Biz Forward
All fairy tales and love stories begin with the words “Once
upon a Ɵme….”, and sorry this one does not. As a security
professional we have our own fairy tales and love stories but
most begin with “You ain’ gonna believe this…” (I know bad
As we look bad at 2013 form a security standpoint we see
many incidents of signiﬁcance that aﬀected business. April,
2013 saw the Boston Marathon bombings shutdown parts of
Boston for up to 2 days, causing the businesses ﬁnancial hard
ships along with numerous injuries and deaths. Mothers Day,
May 12, 2013, saw a shooƟng during a parade honoring
Mothers in New Orleans. Then in September we had the trag
ic shooƟng at the Washington Navy Yard. From January 1
through November 11, 2013 there were 316 reported inci
dents naƟonwide of shooƟngs in which 4 or more people
were shot. Each of these events aﬀects small business in
diﬀerent ways. If a shooƟng were to occur close to your busi
ness locaƟon, do you have a conƟngency plan in place? If you
are required to shelter in place for an extended period of
Ɵme, do you have the ability to provide for staﬀ and any cli
ConƟngency planning for the worst things that can happen at
and to our businesses should not be taken lightly. Sit down
with a sheet of paper and write down incidents that could
aﬀect your businesses, things such as:
TheŌ (ShopliŌing, burglary, robbery)
Stalker and harassers
Extended power outages
36 Small Biz Forward
Then develop plans on how you and your staﬀ will respond to
the problems you have addressed. Develop these plans in the
order of which incident you feel will have the most impact on
your business. List how you want each incident handled and
do not be afraid to ask others about their plans along with
doing internet searches. Remember to not only address how
you want the incident handles; (i.e. for a ﬁre call 911); but
how you want it handled aŌer the incident has been stabi
lized. Address things like clean up, product disposal, client
noƟﬁcaƟon if product has been destroyed or will be delayed,
and anything else you can think of. The federal government
has business conƟnuity plan templates available on line at
Ed Becher is the owner of Center for ProtecƟon, Security and
Personal Safety (The Bodyguard Academy) which is a provider
of training and resources to keep you, your staﬀ and clients
safe. He can be contacted at email@example.com
or by phone at (269)6513355.
Once Upon a Time” vs.
“You Ain’t Gonna Believe
By Ed Becher, PPS, Center for Protection, Security and Personal Safety
All fairy tales and love stories begin with the words
“Once upon a time….”; sorry this one doesn’t. As a
security professional we have our own fairy tales and
love stories but most begin with “You ain’t gonna
believe this…” (I know bad English.)
As we look back at 2013 from a security standpoint
we see many incidents of significance that affected
business. April, 2013 saw the Boston Marathon
bombings shutdown parts of Boston for up to 2 days,
causing the businesses financial hardships along with
numerous injuries and deaths. Mothers Day, May 12,
2013, saw a shooting during a parade honoring Mothers
in New Orleans. Then in September we had the tragic
shooting at the Washington Navy Yard. From January 1
through November 11, 2013 there were 316 reported
incidents nationwide of shootings in which 4 or more
people were shot. Each of these events affects small
business in different ways. If a shooting were to occur
close to your business location, do you have a
contingency plan in place? If you are required to shelter
in place for an extended period of time, do you have the
ability to provide for staff and any clients?
Contingency planning for the worst things that can
happen at and to our businesses should not be taken
lightly. Sit down with a sheet of paper and write down
incidents that could affect your businesses, things such
37 Small Biz Forward
Theft (Shoplifting, burglary, robbery)
Stalker and harassers
Extended power outages
Then develop plans on how you and your staff will
respond to the problems you have addressed. Develop
these plans in the order of which incident you feel will
have the most impact on your business. List how you
want each incident handled and do not be afraid to ask
others about their plans along with doing internet
searches. Remember to not only address how you want
the incident handled (i.e. for a fire call 911); but how you
want it handled after the incident has been stabilized.
Address things like clean up, product disposal, client
notification if product has been destroyed or will be
delayed, and anything else you can think of. The federal
government has business continuity plan templates
available on line at http://www.ready.gov/businesscontinuity-planning-suite.
Ed Becher is the owner of Center for Protection, Security
and Personal Safety (The Bodyguard Academy) which is a
provider of training and resources to keep you, your staff and
clients safe. He can be contacted at
Ed@centerforprotection.com or by phone at (269) 651-3355.
2nd Story Marketing
Three passionate and energetic women providing
marketing services for small businesses including
marketing plans, campaigns, managing social media,
newsletters, press releases, event management and
Facebook: 2nd Story Marketing
AVAS provides photo scanning, photo montages, social
media consulting, and project assistance.
hƩp://www.AVASLLC.NET | Cell: (574) 514-5193
C2 Your Health
Wellness Programs for Mini-Checkups, Home
Laboratory Testing, Health Coaching, Self-Care,
Community Connections and more.
Cindy Cohen RN, BS BA | http://CindyCohenRN.com
Charlene Books Reflexology/Reiki
Relax, release & Transform Your World
Connective Marketing provides communications services
to small businesses:
Print and e-newsletters
Handbooks, Yearbooks and Directories
Web site content
Organization membership management
Editing and Proofreading
Connective Marketing offers non-profit management and
consulting services. Connective Marketing has a
particular focus on sailing and sailboat racing
organizations and events. Be confident you can drop your
dock lines and sail away knowing your needs will be
Connective Marketing /) 1245 West Gull Lake Drive
( Richland, Michigan 49083
269.203.7130 T | 786.358.3605 F
gail@connecƟvemarkeƟngllc.com | www.connecƟvemarke
38 Small Biz Forward
Epic Life Studios
Adam Fleming is a leadership coach as well as an Account
Exutive for the credit card processing company,
Heartwood Renaissance Academy
A private school dedicated to helping students succeed. We
teach students to SOAR TO NEW HEIGHTS. The staff
and teachers help DESIGN, BUILD, and TEST each child's
skills, confidence, and self-esteem to fly with courage into
their adult futures with the ability to overcome obstacles
and accept challenges.
https://www.facebook.com/pages/HeartwoodRenaissance-Academy | (269) 273-0160
The Four Flags Area Chamber of Commerce is dedicated to serving the
needs of Businesses and the Community. For further information on
joining the Chamber please call (269)683-3720, or
Premier Women’s Network
To Uplift, Encourage, and Inspire all Women in Business
and Career Seekers to Achieve their Highest Capabilities
through Networking and Education
info | (260) 747-5202
River Country Journal
Celebrating and nurturing life in Southwest Michigan
river country. http://www.rivercountryjournal.com |
Kerri’s Avenue Salon
High End Hair at Affordable Prices. We use top quality
products, attend education classes on a regular basis, and
work with all textures of hair. Free consultations are
always available, just call. Check us out at our new
location! Kerri's Avenue Salon Too 420 West Cleveland
Rd. Granger IN 46350
http://www.kerris-avenue-salon.com | (574) 243-3901
MI Security Training/Bodyguard Academy
Providing quality training for those working in the
private security industry.
http://thebodyguardacademy.com | (269) 651-3355
Jerry Sarno and Schooley Mitchell will save your business
or organization; 1) Time; we do the work so you
concentrate on your core business. 2) Money; we save $$$
on your telecom spend, if we don't, there is no fee. 3)
Peace of mind.
Your Business Needs Fans
Encouraging businesses create and maintain their online
presence by teaching best-practice Facebook marketing and
so much more.
Niles Four Flags Area Chamber of Commerce
39 Small Biz Forward
Don’t wait ‘Ɵl pigs ﬂy to grow your business –
come to BSU where businesses
connect | Collaborate | SUCCEED
Are you looking for someone to help you grow your business easily, costeﬀecƟvely and without taking years? Then BSU is the choice for you.
40 Small Biz Forward