A BIZNEVADA MAGAZINE
Vol. 1 JUNE 2017
RENO RODEO COVER
The other 355 days of the Reno Rodeo see page 4
9HABITS OF FALSE LEADERS SEE PAGE 27
IN THIS ISSUE
SECRETS TO EMPLOYEE RETENTION
SEE PAGE 8
+
WHO’S GOT YOUR BACK? WHY BUSINESSES SHOULD SECURE CONSULTANTS IN TODAY’S ECONOMIC TIMES
SUMMER CALENDAR OF EVENTS www.biznevada.com
LETTER FROM THE
EDITOR
Corrine Casanova Starting up a new magazine has the look and feel of purchasing a new pair of shoes or cowboy boots for the first time and then taking them out for a nice long walk. You never know until you wear them for a bit whether they are too small and will give you blisters, too big so your heel is slipping around or will feel so good that you imagine you are wearing your favorite pair of worn slippers. Our hopes in creating BizNevada is that it will give local business owners like you something you have been craving for a long time—a behind the scenes look at what makes local businesses not only tick, but struggle and thrive too. We aim to share information that is engaging, informative and eye-opening. Just like breaking in a new pair of shoes or boots takes time, we realize it’ll take some time to get comfortable with our monthly publication and call it your own. Our intent is to breathe and grow with our readers and give you what you crave most. That’s why we’d love your feedback as well as ideas on future topics. Drop us an e-mail at info@ biznevada.com. We can’t wait to begin this journey together.
LETTER FROM THE
PUBLISHER Richard W. Moore
On behalf of our incredible staff, I would like to welcome you to the inaugural edition of BizNevada a publication dedicated to Northern Nevada commerce, published by a Northern Nevada business. Before I address the ‘WHY NOW’ question, a few important points need to be covered. BizNevada publications are more than a highly focused and targeted magazine. Our publishing company platform has been created, and is dedicated to the mission of informing, connecting, and giving a voice to the northern Nevada business community. We as a team realize this is only the beginning and worked tirelessly to resist the temptation of thinking we know it all. BizNevada is intended to be your publication, as a result of this thinking, we are also in the process of developing a robust “e” presence focused on giving you a voice. First order of business after you have reviewed and hopefully enjoyed this inaugural edition is to visit www.BizNevada.com and give us your thoughts. Again Enjoy! Richard W. Moore Co-publisher bizNEVADA 2 • ISSUE 1 • JUNE 2017
DE A R REA D ERS The Reno-Sparks Chamber of Commerce is pleased to congratulate the staff of BizNevada on this new publication and wish it well in reaching out to all businesses in the northern part of our state. This is a locally-owned magazine that demonstrates the power of the entrepreneurial spirit, the determination and dreams of its founders and the ability of the written word to stimulate its readers. Connecting businesses to each other is critical to sustaining a vibrant economy, and business professionals can learn from one another by sharing their accomplishment and challenges. Each month you will find columns from business leaders, expert advice and recommendations, and most importantly, contributions
INTHISISSUE VOL. 1/NO. 1 BIZNEVADA PUBLISHING TEAM PUBLISHERS: Richard Moore and Chris O’Sullivan GRAPHIC DESIGNER: Thom Martinson EDITOR-IN-CHIEF: Corrine Casanova PHOTOGRAPHER: David Lyle
PG 8-10
Secrets to Employee Retention
PG 11
Don’t Hire Someone to Print Your Catalog
PG 12-13
Three Ways to Reach a 21st Century Consumer
FEEDBACK/IDEAS We welcome your feedback and ideas regarding BizNevada. Send a message to info@biznevada.com
CONTACT US info@biznevada.com www.biznevada.com
The Other 355 Days of the Reno Rodeo
without Reading This First
ADVERTISING Contact: Richard Moore or Chris O’Sullivan info@biznevada.com
© 2017 Richard Moore and Chris O’Sullivan
PG 4-7
PG 14-15
The Skinny on Credit Card Chip Technology
PG 16-17
How to Make Your Marketing & Advertising More Impactful
PG 18
Your Biggest Mistakes When it Comes to ROI
PG 20
The Rodeo We Call Insurance
PG 22-23
Water, Rails, Koi, BBQ, Hounds and Horses… Oh My!
PG 24-25
June Calendar
PG 26
Seven Things You Need to Know to Grow Your Business
PG 27
Nine Habits of False Leaders
PG 28-29
Who’s Got Your Back?
PG 30
Chamber of Commerce Welcome
PG 30-31
Bulls in a China Shop
from colleagues who share your passion for success, growth and consumer vitality. As our economy rebounds and demonstrates long-term sustainability, the Reno-Sparks Chamber of Commerce will continue to advocate for all businesses, conduct relevant informational programs and highlight the need for connectivity as partners in commerce. BizNevada will highlight the Chamber’s core values and meet its mission with each monthly edition.
Again, congratulations! Ann Silver Chief Executive Officer Reno-Sparks Chamber of Commerce
EXPERT CONTRIBUTORS Jeffrey Benjamin Business Networking Breakthrough Training breakthroughnetworking.com 775-337-1600
Tim Kirk Credit Card, Merchant Services PaidRight getpaidright.com 775-393-9669
Kyle Reeves Digital Marketing Revolution Online Marketing renomarketingagency.com 775-335-0091
Brian D. Wheeler Financial Advisor Massachusetts Mutual Life Insurance Agency Massmutual.com 775-870-1552
Govind Davis Digital Marketing Agilcore and RSO Consulting rso-consulting.com 415-992-7711 Brent Forbush Certified Public Accountants Forbush & Associates forbushandassociates.biz 775-337-6001
Mike Menath Insurance Menath Insurance mikemenathinsurance.com 775-831-3132 David Stillers Printing Digiprint digiprintcorporation.com 775-786-4464 BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 3
by Corrine Casanova “THE ECONOMIC IMPACT OF THE WILDEST, RICHEST RODEO OF THE WEST IS FAR REACHING BUT THE BIGGEST WINNER IS THE LOCAL COMMUNITY.” Although the ten days of the Reno Rodeo provides world-class entertainment and excitement, it’s the other 355 days that tells the story of its true success. We’ll dig behind the scenes to see what makes the Reno Rodeo Foundation and Reno Rodeo Association tick. It’s no secret that the rodeo is big business here in Reno. But, how big? The economic impact of the wildest, richest rodeo of the West is far reaching but the biggest winner is the local community. A 2014 special report prepared by the University of Nevada Economic Development Center for Regional Studies indicates that the economic impact on Washoe County alone is $57 million, which equates to over 500 jobs annually.
By the numbers • • • •
2017 is the 98th anniversary of the rodeo, just two more years until the 100th anniversary The Reno Rodeo is a Professional Rodeo Cowboys Association (PRCA) sanctioned event It is the 4th largest (out of over 600) added money rodeo in the United States and Canada Over 1,000 volunteers produce the rodeo each year
4 • ISSUE 1 • JUNE 2017
•
•
• •
2017 is the 27th anniversary of the Reno Rodeo Cattle Drive, which brings guests from all over the nation and as far away as Switzerland Over 700 contestants participate in the rodeo (this does not include any of the other events during the week) Over 200,000 guests attend the rodeo annually In 2016, the total purse for all events during the Reno Rodeo was $4 million
A portion of the Reno Rodeo proceeds goes directly to the Reno Rodeo Foundation (RRF) which was incorporated in 1986 and is a 501 (c)3 public charity. The Reno Rodeo Association created the RRF because they wanted to formalize the tradition of giving back to the community. The association gives aid to children with extraordinary needs, builds community partnerships, gives grants and provides scholarships to high school students in rural Nevada who are looking to continue their education. The heart of this organization is community.
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 5
The Denim Drive
RODEO
When talking to Price, one thing is clear, everything the Reno Rodeo does is to give back to the community. It’s what they do all year round.
Guy Clifton, the former reporter of the Reno-Gazette Journal, has been covering the Reno Rodeo as a reporter since 1999. He’s been at 176 performances during his 19 years of reporting. If there’s one person who knows the rodeo inside and out, it’s Clifton. “The best thing about the Reno Rodeo are the people involved in it. Past presidents have donated a year of their life to lead the event. Everyone associated with the Reno Rodeo has one common goal. It’s to put on the best rodeo ever as it supports the community through the activities of the RRF.” Throughout the years, Clifton has told over one thousand of those stories. In 2002, he was honored as the national rodeo writer of the year by the Professional Rodeo Cowboys Association. He even authored a book, Reno Rodeo: A HistoryThe First 80 Years which contains a lot of rich rodeo history. The rodeo got its start in 1919 with the intent to put on a show for the local community. It worked. Right from the start, it attracted some of the best cowboys and cowgirls across the nation. The community whole-heartedly embraced the event.
The Reno Rodeo Denim Drive is a huge annual event where
Kohn & Company CPAs audit the annual financial state-
the community has an opportunity to donate new denim
ments of the RRF and prepare the Form 990, Return of
clothes, shirts, infant and toddler clothing, socks and under-
Organization Exempt From Tax. According to Connie
wear for abused, neglected and abandoned infants, children
Christiansen, a partner at Kohn & Company, “Reno ben-
and teens rescued from unsafe homes in the 14 northern
efits economically from the influx of visitors from around
Nevada counties.
the country and national media exposure. The rodeo not
The RRF realize that giving something like new clothing to a
only serves to promote our community, but it provides an
neglected child who has nothing offers a sense of well-being
opportunity for all ages to experience the rodeo heritage.
and comfort. It shows that somebody cares about them.
This is done while raising funds to support the Foundation
Did you know?
long after its start. Someone determined that sending Mary Harrington, the rodeo queen, to Washington, D.C. via train to personally invite
Since 2006, the RRF has donated over $360,000 in cloth-
service organizations offering support for children. It is
ing for abused, neglected and abandoned kids in foster
a win-win. Reno provides a great event for locals, media
care and protective custody.
exposure as a travel destination, and much-needed fund-
•
What is collected in each county stays in each county.
ing for children’s programs such as new clothing for foster
•
100% of every penny raised from “Donate a Dollar for
kids, a reading literacy program, holiday toys, scholarships
Denim” is used to purchase additional new clothing
and community grants throughout 14 northern Nevada
throughout the year.
counties.”
•
the president was a good idea. Along the way she sent telegrams to Reno’s newspapers updating people on her journey. • When she got to Washington, D.C., she presented President
•
The staff is all volunteer except four paid staff mem-
Harding a cowboy hat and a personal invitation to the rodeo.
bers. Two are executive assistants, one is an accounting
Unfortunately, he had to decline as his wife was sick. The trip
position and the other is a general manager.
had a high price tag for Reno. The cost bankrupted the Reno
•
•
Each week young people in protective custody and foster care in Nevada wear 35,000 jeans, 35,000 pairs of
While the official Reno Rodeo will take place June 15-24 this
underwear 35,000 shirts and 70,000 socks.
year, the 355 days leading up to the 99th Reno Rodeo impact
In 2016, they received $75,361 in financial contributions
our community each day. If you or your business want to get
and $196,641 in new clothes for a total of $271,002.
involved in fundraising activities, contact Reno Rodeo gen-
In 2016, provided $101,789 in scholarships to more
eral manager George Combs at 775-329-3877.
Rodeo Association and forced the cancellation of the rodeo
than 35 students to attend a university or college in
Bill Price, Reno Rodeo Marketing & Public Relations Direc-
for two consecutive years.
Nevada.
tor, joined the rodeo back in 1981 eventually becoming the
In 2016, the RRF spent a total of $346,796 on program
president in 1999. Since then he’s filled a variety of positions.
expenses.
Although rodeo participants battle for prize money and
But, the organization quickly climbed back in the saddle when the rodeo resumed in 1924 after paying off the rodeo queen travel expenses. The RRF provides grants to Nevada nonprofit organizations, grants a “rodeo wish” to a child
•
Team 355
with special needs, sponsors projects to improve the lives of
spectators flock to activities at the event, the real winners are members of the community. Price got roped into the rodeo when he started printing the
children, sponsors a denim drive for children and a reading
Team 355 consists of the volunteers who spent the other
program in 1983. He worked in the printing industry at that
round-up program for kids. It’s no secret that the RRF takes
355 days of the year when the rodeo is not going on giv-
time. He enjoys talking about the humble beginnings of the
philanthropy seriously.
ing back to the community through contributions from the
rodeo program that started out as 80 pages. Only eight of
RRF and holding special fundraising events. In 2016, Team
those pages had content. The rest were advertisements. His
355 which consists of 119 team members volunteered 2,400
goal was to create a program that would become a keep-
By the Numbers •
dinary needs, scholarships for worthy students to attend Nevada colleges, as well as community grants to non-profit
They were so proud of it that the organizers decided to invite President Harding to the Reno Rodeo. They knew it would provide great publicity for the city of Reno. While the idea had genius capabilities, the result nearly ended the rodeo not
that provides charitable services to children with extraor-
hours to support the community. One of their most popular
sake, something people could proudly display on their cof-
There are 16 members of the Board of Directors, all po-
events is the “Roping Dummy Road Show” which takes place
fee table. Today the program is precisely that. It includes 224
sitions are unpaid except the full-time Executive Direc-
at various local events. Kids get to rope “steers”, participate
pages of photos and content worth sharing. At one point,
tor position that drew a $101,021 salary in 2016.
in stick horse barrel racing and meet horses.
they charged attendees $5 for the program. Now it’s free, but people have the option to donate back to the RRF. Most people do. Last year, a local rodeo youth group made about $9,000 on donations from the programs.
6 • ISSUE 1 • JUNE 2017
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 7
ator
/Dir
ecto r
SECRETS
gion al S
ales
Coo rdin
TO EMPLOYEE
AFLA
C Re
R E T E N T I O N
n Cu
rtis,
By Corrine Casanova Kevin Curtis, AFLAC Regional Sales Coordinator/Director, has managed to keep a 94 per-
Kevi
cent employee retention rate for the past four years despite a booming job market. According to a 2015 BenchmarkPro Survey, voluntary and non-voluntary employee turnover in the insurance industry is 12.2 percent. What’s his secret? Curtis credits the low turnover rate to several reasons. It all starts with providing a supportive work culture. As a leader, his philosophy is to make sure his team has the potential to be successful and then supplying them with the tools and an environment that enables them to achieve their goals. His work ethic is deeply rooted in his first career, the military, where he spent 2 decades of service in the Navy. During that time he put a foot on each continent and learned about the power of culture. In 2012, he came to AFLAC through the VA, Disabled American Veteran’s (DAV), and the Wounded Warrior Program. AFLAC values community involvement. Curtis’ team are members of the Chamber of Commerce, the Business Networking International (BNI), LeTip, Northern Nevada Human Resources Association (NNHRA), and the National Association of Health Underwriters, with New Involvement in Economic Development Authority of Western Nevada (EDAWN) among many others. Being involved in the community creates lasting connections and their deeds don’t go unrecognized. AFLAC recently received accolades for being Company of the Year for Social Responsibility. Curtis manages 48 agents in five districts. By the end of 2017, he predicts he will have seven districts. He believes strong leadership is the key to building an impactful sales force who love what they do. As a leader, he empowers his employees to achieve success in both business and in their personal lives. According to Curtis, “The economy is changing and we grow with it. We meet our clients where they are at. We do this by educating them about our benefits plans and then helping them select the right option for them. AFLAC has a policy of not changing pricing once you sign up for a
benefit and clients seem to like that.” The lifelong connections between agents and clients greatly enhances employee retention. AFLAC is a Fortune 500 company providing supplemental insurance in the event from ranging from a doctor’s check-up to a serious, life changing event involving accident or illness to more than 50 million people worldwide. When a policyholder or insured gets sick, hurt, and/ or out of work Aflac pays cash benefits promptly, fairly and directly to the insured. According to Curtis, most people can’t afford deductibles and copayments when they are out work as the average American lives paycheck to paycheck. AFLAC has the ability to educate their clients about what coverages are available and how they could potentially benefit the client. Even though it’s a nationwide company, each customer is matched with a local agent who is backed by a regional team. Curtis and his team of benefit consultants work with insurance brokers and business owners to determine the best solution for individuals and companies of any given size. AFLAC has been recognized as one of the best 100 companies in the nation to work for. Although it’s a publicly traded company, it has been family owned since 1955 and still has the look and feel of that. This kind of work environment keeps both Curtis and his employees fueled and motivated. He knows that by helping his employees be successful at work it impacts their family life too. Knowing this allows him to state with confidence that AFLAC is his second and final career before he retires. Curtis shared an impactful story about one of his first clients. Curtis has a neatly organized office filled with awards and memorabilia. But there’s one piece of recognition that holds a special place in his heart even over the photo of him with former President George H.W. Bush when he was working with secret service. His most cherished gift is from a little girl he first met on his second week at AFLAC as a case manager. Curtis was making a service call to a client who had recently been laid off. It was a Wednesday when he approached the home and introduced himself. The couple noted they could not afford to extend their coverage and had until Friday. Curtis did
8 • ISSUE 1 • JUNE 2017
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 9
DON’T HIRE SOMEONE TO PRINT YOUR CATALOG WITHOUT READING THIS FIRST by David Spillers
not know what that meant until later in the conversation. He was there to educate them about their AFLAC benefits package and see if they had any claims to report. The woman asked if their coverage included a cancer plan for children. Just then their young daughter came to the door. Curtis describes her as being “bald as the sun was bright that day.” It turned out they did have this coverage in their plan and didn’t know it. Because of the astronomical medical bills they were two days away of losing their home. Friday was the date they were slated to lose everything. AFLAC prides itself on customer service and Curtis soon learned the importance of timeliness when he submitted the claim on that Wednesday morning for the medical bills and then AFLAC overnighted a check in the amount of more than $40,000 enabling the family to avoid foreclosure one day before it was to happen. Aflac covers children for no additional cost on their cancer plans and doubles the benefit. To show their appreciation, the young cancer survivor drew and autographed a picture which is now framed and prominently placed on the wall to the right of Curtis’ desk. For Curtis, it’s a reminder about what an impact he and his team can
Making SenSe
make in a client’s life. Curtis notes, “Of all the awards I’ve re-
of EvEry CEnt
ceived, this is the most valuable to me. You never know who is going to get sick. You need to be prepared for it because when you do life will be that much easier. There’s comfort in know-
Brent 5490 Longley Ln., Ste. A Reno, NV 89511
Dan Tel: (775) 337-6001 www. forbushandassociates.biz
One of the best ways to market your business or the products you produce is with printed catalogs. According to research by Xerox-InfoTrends, The Mail Moment, and the United States Postal Service, 69% of catalogs are opened and read, and the average time spent reading a catalog is 30 minutes. Also, 57% of people prefer printed catalogs over those viewed online. Fortunately, with today’s digital printing technology, catalogs are affordable and easy to produce, even in short quantities. Digital printing’s unsurpassed quality and fast turnaround time mean that once your catalog design is finished, you can have your printed catalogs in just a few days. A well-designed and printed catalog gives your customer an excellent first impression of your company and conveys professionalism and competence. • 69% of printed catalogs are opened and read • 57% of people prefer printed catalogs over online catalogs • 30 minutes is the average time spent reading a catalog How it works. When we refer to catalogs, we are talking specifically about sheets of paper that are folded in half and stitched on the spine. The number of pages in the catalog will depend on how much information you need to share with your customers. Because of the printing process, the number of pages in a catalog is always divisible by four. Visualize a piece of paper folded in half. The front panel will be page one. Open up the paper and the inside left panel will be page two and the inside right panel will be page three. Fold the paper again, and the back panel will be page four. If you have two sheets of paper folded in half and stitched, you have an eight-page catalog; three sheets of paper will yield a twelve-page catalog; four sheets of paper will yield a sixteen-page catalog, etc.
Select a size. Catalogs can come in many different sizes. The most common page size is 8 ½ x 11, but other sizes such as 9 x 12, 6 x 9, or 8 ½ x 5 ½ are easy to produce. When ordering catalogs, we usually specify the quantity, sheet size and the number of pages. For example, you might say, “What would the cost be to print 100, 8 ½ x 11, 12-page catalogs?” Choose the paper. The next consideration is paper stock. A text weight glossy stock is very common, probably because pictures and graphics tend to look good on glossy stocks. If you don’t like the glossy look, satin (or dull) stocks are available, and they also look terrific. If you want a thicker stock, cover stocks are an option. A catalog produced on a light-weight cover stock feels more substantial and will probably last longer than catalogs printed on light-weight stocks. The cover. Some catalogs use the same paper stock on all pages, and we refer to these as “self-cover” catalogs. Other catalogs have a different stock for the cover than for the inside pages. This will give the catalog a stronger feel and more durability but will cost slightly more to produce. Catalog design. This is probably the most important consideration when printing a catalog. The best print technology can’t make a bad design look good! A good design by a skilled graphic artist is worth every dollar you spend. If you want to amaze and dazzle your customers with your company’s services or products, invest in a good design. You won’t regret it, and your customers will remember you and your products. Digiprint is a locally owned printer specializing in quick turnaround and pre-sorted mailings.
ing that your health can change but the life you love doesn’t have to.” 10 • ISSUE 1 • JUNE 2017
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 11
EXPERT
ARTICLE
thus putting more emphasis on our marketing strategies.
like these now have a greater presence than they have in de-
Welcome To The Online World
cades. Call It a renaissance of the mom and pop shop.
You can order an entire week’s worth of groceries, graduate
What is the Takeaway?
from college, and even meet your significant other all without
The Millennial generation is the largest in U.S. history. They
getting out of bed. What a time to be alive! Before starting
are about to enter into prime working and spending years.
your marketing campaign, consider this:
The impact on the economy is going to be huge. They’re
•
The average person now spends more time online than
also the first generation of digital natives. The new genera-
with TV and all other media combined
tion of consumers do their research online before they even
Total spending on the Internet is predicted to grow by
step foot in a local business or organization. Their passion
12.9% in 2017. Digital marketing will become the largest
for technology is shaping the way they buy. Millennials and
medium for advertising by 2020
Gen-Xers have become used to instant access to price and
Long before they make a purchase, 75% percent of con-
product comparison through websites, searches and online
One of the largest generations the world has ever seen is cur-
sumers admit they traffic a website and judge the com-
reviews. Whether we want to drag our heels through the dirt
rently edging their way into prime spending years. Millennials
pany’s capabilities based off the design of their website
and put up a fight or just give in, it is time to appeal to a 21st
85% of the B2B industry use search to before making a
century consumer. Digital marketing is here, and here to stay.
purchasing decision
Is your business prepared for it?
THREE WAYS TO REACH A 21ST CENTURY CONSUMER
•
by Kyle Reeves •
and Gen-Xers, love ‘em or hate ‘em, will represent more than
•
70% of the purchasing power in the United States by 2020. Whether they are buying their first homes, starting their families, or making major financial decisions, we as business owners need to understand how they operate.
•
9 out of every 10 consumers say they use email, social media and a search engine at least once a day
Like it or not, we live in a digital world. Mediums like search
Kyle Reeves is the Founder and CEO of Revolution Online Marketing.
engines and social media outlets now provide the most effecWhen Millennial and Gen-Xers are looking to make a pur-
tive and cost-efficient way to market a business. As business
chase or long-term investment, keep in mind these three
owners, we need to hop on the train before it is too late.
key traits:
Apprehension in Goliath, Confidence in David Millennials and Gen-Xers have come of age during a time
1.
Too Many Choices
of immense technological change and economic disaster.
2.
Welcome to the Online World
They’ve watched an entire generation cripple under the pow-
3.
Apprehension in Goliath, Confidence in David
ers of crony-capitalism. This has resulted in a different set of behaviors, experiences and expectations than their parents. Say goodbye to Wall Street and big banking as you know it.
Too Many Choices
Millennials just don’t trust big business. This ain’t our grand-
Humans no longer make purchasing decisions based on need,
daddy’s Buick anymore. Instead, we must capitalize on trends
but rather, centered around desire. It breaks down to human
like “farm to fork” and “buy local” or “made in America.” Terms
anatomy. For many years consumers made purchases based
Get Paid theRight Way
on a rational thought process. They said things like, “These are the most affordable clothes, this is the most dependable car, this is a well-built home.” Instead, humans now rely on a part of the brain called the limbic system which controls be-
We Have the Ideas for Your Next Promotion!
havior and emotion. We see this in the major brands today. Three decades ago companies like Nike and Apple were relatively irrelevant. However, they now lead their respective industries in almost every category. Think about it. Are you willing to spend money on an Apple product knowing there are better and cheaper
PROMOTIONAL ITEMS Need it Quick = Corporate Apparel Custom = Large or Small Quantities
Branding Trade Shows Gift Ideas Direct Mail Special Events Sales Meetings Leave Behinds Safety Program HR Programs
options? How many articles of your clothing are designer brands? Understanding that a free market leads consumers to make more decisions, which leads to greater competition,
12 • ISSUE 1 • JUNE 2017
www.peterfishburn.espwebsite.com
Call Peter Fishburn for a Consultation 775-883-9428
getpaidright.com | 775.393.9669 BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 13
The New Chip Technology EMV technology was developed in Europe as another line of defense against data breaches and payment card counter-
THE
SKINNY... ON CREDIT CARD CHIP TECHNOLOGY by Tim Kirk
feiting. Although there have been data breaches involving EMV technology, they are very few and far between. Plans to deploy EMV chips in the U.S. were delayed when the Durbin Amendment, which took effect in 2011, created a new classification of payment cards, resulting in the need for major adaptation and restructuring of the EMV system. This is the main reason the payment card industry has missed its deadline of October 2015 for a complete migration to EMV chipped cards. Currently, only about 70% of issued cards are chip enabled. When the transition is complete, chips will replace strips and PINs will replace signatures.
Clearing Up the Confusion Most confusion regarding EMV migration regards a shift in merchant liability. This shift in liability only effects the possibility chargebacks due to counterfeit fraud in a card present environment. Does this increased probability of losing revenue due to chargebacks for merchants who have not transitioned to EMV technology? Yes, but not nearly as much as some in the payment card industry want merchants to believe. There are a number of reasons for chargebacks; EMV only mitigates risk for card present counterfeit fraud. When an EMV card is present, EMV technology is deployed, and if a cardholder claims that an unauthorized transaction has occurred, the card issuer may issue a chargeback. If merchants and their employees follow industry standards and best practices for conducting secure transactions, these chargebacks can be resolved in the merchant’s favor or avoided altogether. Merchants should watch out for pro-
system. POS developers and payment gateways are still in the process of developing solutions to comply with EMV migration; merchants should be in contact with POS providers and gateway tech support and ask them about a date when to expect a solution. Merchants can also seek help from their merchant services provider. If a provider is not helpful, it may be time to shop around. Data security and secure transaction procedures are a broad subject. Other aspects of security will be covered in subsequent articles. Ironically,
EMV (EuroPay, MasterCard, Visa) allows cardholder data
imprint of cardholder data on paper; in later years mag-
cessors whose sales forces create an exaggerated sense
to be stored on a payment card using integrated chip
netic strips were used to store and transmit cardholder
of urgency regarding EMV technology to influence them to
technology. Questions about EMV chips abound. Com-
data. Magnetic strips use the same technology as audio
open a new merchant account, especially if an equipment
mon questions include: “Why should I switch to EMV?”
cassette tapes to store information. Magnetically striped
lease is offered.
transactions already exist. Merchant processing should al-
“Why are there so many merchants who don’t accept
cards became problematic when it became easy to de-
EMV?” “I just received a call from someone who told me
ploy technology to counterfeit cards by recording stolen
sors, solution providers and merchants. Business owners
that my entire business could implode at any moment
cardholder data onto magnetic strips of blank cards. This
Make the Switch
if I don’t get an EMV terminal right now—how seriously
meant that cardholder data snatched through a security
a priority to develop and execute plans to make the switch.
should I take this?”
breach could be transferred to the magnetic strip of an-
This is not difficult for merchants who use a stand alone
other card—even a hotel key card. The primary defense
terminal to process payments—it is a simple
A Bit of History
Merchants who haven’t transitioned to EMV should make it
against this type of breach was to make merchants and
matter of terminal replacement. The transition can become
In the beginning, payment cards had physically raised let-
point of sale developers accountable for cardholder data
more complex if you use an integrated Point of Sale (POS)
tering on hard plastic cards which were used to capture an
security.
14 • ISSUE 1 • JUNE 2017
EMV technology is over 20 years old; advances in technology and more secure methods for conducting credit card ways be a matter of teamwork between merchant processhould know what is required and train staff to be vigilant.
Tim Kirk is an account executive with PaidRight; he has been helping merchants establish, grow and manage their revenue streams since 2009.
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 15
Are you trying to differentiate your business from your competition? There is a lot of competition out there, not only from businesses that sell a similar product or service as you, but also other options that might be a solution to what your customers are looking for. To be remembered, you will want to stand out.
What kind of advertising will allow you to track results and measure impact? It is the effective and creative use of promotional items. When you give someone a promotional item you start the relationship building process. They are actually thanking you for advertising to them. Has anyone ever thanked you for any other type of advertising? How you follow up continues the relationship building process and having a plan to do so is very important. People will tend to like your business, do business with you and refer business to you when you use a properly placed promotional item. As you build a relationship with your client, your brand becomes more recognizable and more respected. It is always in front of your audience (up to seven months or more), they are reminded of you every day, and the good feelings they have towards you come to the surface. Finally, you are differentiating your business from your competition. What has your competition done to say they care? Giving someone a promotional item does not automatically mean you will establish that relationship. There must be a plan and a process in place to make your promotion effec-
BY PETER FISHBURN
tive, targeted and to achieve the results you want. When you know exactly who you have targeted with your promotion, you can track the results when they contact your company or
By taking the time to answer a few questions, you can better understand what kind of marketing and advertising your business could benefit from most. Are you trying to build relationships with businesses, clients, prospects?
Are you trying to build your brand?
We are constantly told that building relationships with
want to know about your brand? Is it the whole world,
customers and prospects is what business is built on.
your par-ticular state, your county or just your city? I
When someone knows you, they are more likely to do
would guess it’s the people who have the ability to impact
business with you. Refer business to you. Feel good
your business. You only want to build your brand with
about you and your business which means more busi-
the companies you want to do business with.
ness.
16 • ISSUE 1 • JUNE 2017
Brand awareness is important, however, who do you
when they purchase from you. Only then can you measure the results of your campaign, evaluate what worked and improve upon it. Peter Fishburn has been helping clients achieve positive results with branding for over 20 years. For more information, programs or a consultation on how promotional campaigns could
WHAT DRIVES YOU
IS WHAT DRIVES US. Your passion fuels your success. And we’re as dedicated to you as you are to your business. MassMutual will listen to your needs, seek solutions to your financial challenges and help you plan for what’s ahead. Brian D. Wheeler MassMutual Boulder Basin 9590 Prototype Ct., Suite 400 Reno, NV 89521 775-870-1552 Brianwheeler@financialguide.com
benefit your business, contact Peter at pfishburn@brownandbigelow.com BUSINESS SUCCESSION PLANNING + KEY EMPLOYEE RETENTION AND EXECUTIVE BENEFITS PRODUCTS +RETIREMENT/401(K) PLAN SERVICES
MassMutual Financial Group refers to Massachusetts Mutual Life Insurance Co. (MassMutual), its affiliated companies and sales representatives. Local sales agencies are not subsidiaries of MassMutual or its affiliated companies. CRN201809-186028
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 17
Your Biggest
MISTAKES WHEN IT COMES TO ROI by Govind Davis
Does it make sense to keep doing the same things over
focus either on getting more results from your marketing
and over without even knowing the results? Most people
budget or get the same results with less of a budget, this
will agree, that’s no way to run a business. Despite common
in the end will increase a business’s ROI. The best way to
sense, that’s what a lot of companies are doing when they
demonstrate marketing ROI is to stick to programs you can
pursue their marketing activities without being able to mea-
measure. What’s the ROI of logos on a famous golfer’s hat?
sure or prove Return on Investment (ROI). While the impor-
No idea because it is not measurable or calculated.
tance of tracking and proving ROI is clear, proving inbound
Other marketing efforts are trackable like digital advertising,
ROI may not always be so simple. In fact, year over year it
PPC and SEO. Another marker to watch is the upswing in
ranks among the top challenges for marketers and busi-
customers to your website or the open rate of the last email
nesses.
campaign. These are all measurable and over time and with
A recent survey showed that 43% of marketing and busi-
the right tools in place, you can measure, analyze and track
ness teams find it challenging to track inbound ROI market-
many different points of data just through a few simple pre-
ing, although some of this could be contributed to a lack of
empted marketing initiatives.
focus on ROI to begin with. Setting up analytics, reporting
ROI is not a perfect science for marketing. The biggest chal-
and strategy to assess the ROI of your business efforts takes
lenge is committing to measure it in the first place. Then use
time. And if there is anything in short supply in most busi-
it to make budget and investment decisions. Because the
nesses, it is time. Many companies struggle with marketing
“investment” part of the equation is so important, just stop-
ROI due to following reasons:
ping the marketing activities that don’t provide a measurable return is often the easiest way to improve your marketing
•
•
Time. The process seems overwhelming when you con-
ROI. Then invest that newly “found” money into content mar-
sider all the channels, content and agencies that support
keting and other digital programs you can measure, analyze
marketing efforts.
and optimize.
Auto-Home-Life-Health Employee Benefits Workers Compensation-Bonds Business Insurance
Menath Insurance has been protectIng northern nevada’s faMIlIes and busInesses for over 30 years. contact us today for a coMprehensIve Insurance revIew and coMpetItIve quotes froM our expert agents.
www.MenathInsurance.com
775-831-3132
Data and Tools. How will you collect the data and what tools do you need to get the job done?
•
Skills. Analytics, Coding, Finance, Accounting are the not the strongest skill sets for many businesses.
•
Approach. What’s the best or easiest way to calculate ROI for your business? Can your business answer the question, “What’s the ROI of your marketing?” The answer is as simple as measuring revenue generated from marketing activities, less the investment you made to generate that revenue and divided by the investment.
According to the calculation, if your business model can Govind Davis is the CEO of Agilcore and RSO Consulting. RSO Consulting has a strategy around measuring ROI and creating a gameplan for all types of business marketing needs. Now ready to help in the Reno Nevada area.
18 • ISSUE 1 • JUNE 2017
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 19
RODEO
BY MIKE MENATH
The
WE CALL
insurance
Today’s modern society sure does have its complexities.
this profession. I mean, after all, who cares about the ex-
I mean what could be easier and tougher than break-
treme “one-off” where a neighbor’s car is stolen by a mon-
ing broncos, roping cattle, branding steers and wrestling
key, filled with water by a spouting whale and then driven
calves all day? I certainly don’t mean to say that it is easy by
into your business where the water damage causes mold.
any means; maybe, in its ambition, but certainly not in the
Meanwhile, your neighbor is suing you for screaming at
execution of it.
the monkey calling it harassment. Truthfully, all one cares
Sometimes I hunger for driving cattle from point “a” to
about is if there is coverage or not. I don’t blame you; and
point “b”. I yearn for no cell phone, email, fax or comput-
that is where a reputable insurance agent comes in. I’d rec-
ers, just me, the animals and certainly my dog. I sure can
ommend an agent that represents many companies and
tell you insurance is not nearly that simple, modern times
has the freedom to tailor a policy for you.
(with the amount of actuarial data) call for the most inane
Would you shoe your horse with a one size fits all shoe? Of
complexities. Most days I go home after sitting for many
course not. An agent that has options is the way to go. If
hours of the day, just as drained as a cowboy (maybe I
your agent is good and coverage is found, you can simply
need a new gym membership; but I digress). Sometimes I
tip your hat and give that satisfactory Copenhagen grin.
truly yearn for a job where my sole complexities lie upon
A great agent is one that is able to decipher what specifi-
animal husbandry and rodeoing. However, with the choic-
cally you need but more importantly what specifically you
es I have made, God found it more suitable for me being an
don’t need. Your business, whether it be equine, white col-
insurance expert than a cowboy. What I find myself doing
lar or blue, deserves better than just the cheapest price.
is honest and honorable. After all, I am protecting people
You deserve coverage! After all, one phone call could save
from financial ruin. I am the antithesis of a bad country
you 15% on car insurance; or it could cost you 15 years of
song. When all is going bad, great coverage can make it
wages and your business.
right. With that said, I’d like to keep it brief but explain what
At the end of the day my job is easy. I don’t get to rope and
an insurance agent can do for you or your business.
ride but I do get to protect people. I’m like a country song
With today’s modern technology; Flo on TV (Progressive
played backward. When your business floods, your cows
Insurance), a “too politically involved duck (AFLAC)”, A liz-
die, your crops never grow, your old time truck is stolen;
ard talking about how much money you can save, and
let me be the answer to get it all back for you. Let me hit
cavemen buying insurance (Geiko), vanishing deductibles
rewind and set things right. I can’t replace a dog, an ex-wife
and Peyton Manning (Nationwide), the name your own
or a one of a kind buckle; but then again, maybe I haven’t
price tool (Progressive), the mayhem man (Allstate) and
looked into your policy yet!
talking about whether or not you are covered from your dog’s synchronized swimming in your living room (Farm-
Menath Insurance is an independent insurance agency with
ers Insurance). You as consumers certainly have a lot of
headquarters in Incline Village Nevada and an office in Reno
BS to wade through. What crazy noise has been brought to
Nevada.
Top Digital Marketing Firm Now In Reno
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20 • ISSUE 1 • JUNE 2017
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 21
and more people are valuing
event is one-of-a-kind and
the peace and tranquility of
even includes a calling of the
garden railroading and he’s
hounds.
proud to be a part of this an-
OH MY! Water, Rails, Koi, BBQ, Hounds and Horses
by Corrine Casanova
For MacLean, the idea behind
can see how plants, fish, wa-
both of these charitable orga-
ter and railroad trains are
nizations is to create the big-
able to coexist and bring en-
gest impact here locally. That’s
joyment to so many. People
why he chose the Food Bank
from as far away as Australia
of Northern Nevada and ALS
look forward to this annual
of Nevada as benefactors for
event.
this event.
Another charitable event, the Franktown Meadows Hunter Derby, was added two years after the Water & Rails event began. It is an equestrian competition that raises
Yes, you read that headline right. In the span of two short
the entire building as many of the tenants are catching
weeks you can go on a self-guided tour of 25 homes with
railroad fever. Twelve years ago MacLean teamed up with
garden ponds and railroad trains, attend a fun garden
Paul Hollis of the Rail City Garden Center, a unique locally
party BBQ at the Fernhoff home in Verdi featuring cas-
owned and operated nursery, for the water feature por-
cading waterfalls and over 200 koi fish and then hang out
tion of the event. It all started with a vision to help peo-
with some hounds and horses at the annual Franktown
ple suffering from Amyotrophic Lateral Sclerosis (ALS), a
Meadows Hunter Derby. Here’s the best part though. All
small pond, a waterfall and some trains. Since then the
of this fun gives back to your community and benefits lo-
event has raised over $400,000 for ALS research and sup-
cal charities. The train focus portion of the Water & Rails
port. This family friendly event is popular with the young
Pond & Garden Tour event is the creation of Hawley Ma-
and old. The self-guided aspect allows people to go at
cLean, owner and CEO of MacLean Financial Group, Inc.
their own pace and tour as many ponds or gardens as
MacLean’s passion and fascination for trains is quite ap-
they’d like on Father’s Day weekend, June 17th and 18th.
parent when you go to their conference room and see
The model trains travel along the tracks beside the sooth-
the train traveling along the tracks throughout the office.
ing water gardens and vibrant koi-filled ponds while en-
The track now expands into the atrium and throughout
hancing the viewing experience. MacLean notes that more
22 • ISSUE 1 • JUNE 2017
nual event. People who tour
For information on how to get tickets for any of these upcoming June events, visit www.waterandrails.org and www.fmhunterderby.com.
charitable funds for deserving nonprofit organizations serving the northern Nevada community. This “Weekend of Equestrian Excellence” takes place June 24th and 25th. With over $40,000 in prize money at stake, it attracts some of the best riders and horses in the country. The local chapter of the Juvenile Diabetes Research Foundation will be the second charitable benefactor. The Food Bank of Northern Nevada will return for the fifth year in a row. This BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 23
CARSON CHAMBER
June 16 1:00PM The 7th Annual “Golfing For Our Heroes” tournament Red Hawk Golf Course Phone: 775-324-6958
June 7 5:00PM – 7:00PM Open House @ Sierra Foot and Ankle Sierra Foot & Ankle 2350 S Carson St #3, Carson City, NV 89701
June 17 11:00AM - 11:00PM Relay For Life Reno, NV 89557 Mathewson Knowledge Center June 21 4:45- 7:30PM Accelerated Networking Hidden Valley Country Club Phone: 7757472726 JuliAnn Stitick First Impressions: Your Image is an Asset
NCET
June 20 Carson City Chamber Annual Meeting June 27 2:30PM – 4:30PM Chamber Professional Development Series – Effective Communications
June 14 5:30 – 7:30PM Tech Wednesday Reno-Tahoe International Airport
CARSON VALLEY CHAMBER
June 21 2:00-4:00PM Tech Cafe Dr. Justin Champagne The Basement June 28 11:00AM – 1:00PM Tech Bite - Using Social Media for Killer Customer Service Allegra Demerjian Atlantis Casino Resort Spa
June 9 7:30AM - 8:30AM New Member Orientation Carson Valley Chamber of Commerce
WIN June 23 WIN Breakfast Meeting, 7:00AM, Peppermill Casino Spa 24 • ISSUE 1 • JUNE 2017
June 8 8:00AM – 5:00PM Leadership Carson City Carson City, NV
June 8 - June 11 Carson Valley Days 2017
June 15 4:30PM - 7:30PM Thirsty Third Thursday Main Street Gardnerville
June 16 8:00AM - 10:00AM Carson Valley Chamber Economic & Community Development Committee
June 21 11:45AM - 1:00PM Carson Valley Chamber General Membership Luncheon - June 2017
BNI MEETINGS
NV MINING June 5 – 9 Elko Mining Expo Elko Convention Center June 7 7:00AM - 6:00PM NvMA Member Activities at the Elko Mine Expo Suppliers’ Committee Meeting, Shotgun Tournament & Cocktail Party June 7 Suppliers Committee Meeting
Tuesday 7AM
JUNE 2017
CHAMBER
Mimi’s Café
BizClub Zero
Swill Coffee
Napa Sonoma South
Wednesday 7AM
Napa Sonoma South
Meadowood Couryard
Wednesday NOON
Wildcreek Golf Course
Famous Dave’s
Reno/Sparks
Association of
Realtors
Elko, Nevada
Thursday 7AM
Swill Coffee
Jun. 8
Lakeridge 19th Hole
The Plaza Hotel,
Carson City
Mimi’s Café
Napa Sonoma South
Environmental Committee Meeting Elko, Nevada Jun. 19 Education Committee Meeting Reno, Nevada
ONE MILLION CUPS Every Wednesday 9:00AM Swill Coffee
Thursday NOON
Famous Dave’s
Have a business event you want on the calendar? Contact Corrine corrine@biznv.com
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 25
Gives credence to words. Action determines leadership. Words begin a conversation and intention while action solidifies it. Without the action, words mean nothing. Don’t let your lips outpace your feet.
4. Define and communicate your unique value in
Acts superior to followers. True leaders are modest in
the market.
their approach. Serving others is a core characteristic of a
What do you do that no one else is doing? How is your ser-
provided by Brian D. Wheeler It’s been a long cold and wet winter. We are thankful for the water and snow pack that Mother Nature has bestowed upon us and even more thankful that we have the sunshine and a blooming colorful valley around us. For business owners, this is the time of year when things are full steam ahead. We work with business owners of all shapes and sizes, from all industries, in all stages of business, from start-up to growth to transfer. What we’ve learned first and foremost is that regardless of the company, there are a few things that each business should have in place to help ensure they have the best shot at longevity and growth, profit and security. Consider the following as you look at your business holistically and plan for its future:
1. Have a thoughtful, well-written business plan and stick to it.
Rather than getting caught up in daily operations of your business, set clear, realistic goals and objectives. Consider strategies that address the long-term plans of your business and how you plan to retire.
2. Create a business advisory council. Pull together a board of directors made up of business owners in similarly-sized companies — who are facing similar issues — along with your CPA, attorney and your financial professional. Owners can use this council as a sounding board and realize opportunities within their businesses that they may not have been able to see themselves. Participate on other companies’ advisory councils.
3. Know your core customers and delight them. Understand your customers. Segment them and know
vice better than other services? Why should customers see you instead of your competition? Take a look at the competi tion; some may have changed their approach or exited the business. Develop a unique message that articulates your unique value proposition.
5. Hire better and offer good benefits. Find and hire strong talent. Offer voluntary benefits as a way to help retain and attract quality employees. Voluntary benefits are those that you, as owner, offer to employees at a typically lower cost than they could obtain themselves. Often, voluntary benefits can be offered to employees at no cost to the business.
6. Develop an exit strategy and succession plan. Are you approaching retirement and intending to sell your business for retirement income? An experienced financial professional can help you put a succession plan in place.
7. Find a financial professional with experience in serving small businesses.
Work with an experienced, local financial professional who is trained to meet business owner needs. You want someone who you can trust with your business and personal aspirations and someone who will help you with your plans for reaching your short-and long-term goals. Your customers and employees depend on your business. Your business depends on you. In challenging times, or anytime really, an experienced local financial professional can help you and your business interests. Brian D. Wheeler is a financial advisor with MassMutual Boulder Basin a MassMutual Agency; courtesy of Massachusetts Mutual Life Insurance Company (MassMutual).
by Jeffrey Benjamin False leadership is prominent in society. It is important to
hand to help them up.
recognize false leaders so as to not fall under their spell. You
Sends conflicting messages. What do you stand for? What
also will want to acknowledge when you might be falling into
do you believe? Be upfront and honest with your position.
the behaviors that create false leadership.
This should not change depending on which audience you
The following are a few characteristics that are prevalent in
are addressing. Let followers understand your point of view
counterfeit leaders.
with the caveat that you are open to evolving your outlook.
Strives to be liked. Doing what is right means you might
Have the courage to be the person you are. Gandhi wrote,
not be liked. If your mission is to be liked, then you cannot
“Many people, especially ignorant people, want to punish you
be an effective leader. You become nobody when you try to
for speaking the truth, for being correct, for being you. Never
be everything to everybody. Make your decisions on staying
apologize for being correct, or for being years ahead of your
true to your integrity and doing what is right. Accept the fact
time. If you’re right and you know it, speak your mind.”
that every leader has an audience that does not like them.
Uses fear to control. Do as I say or face a firing squad is
Abraham Lincoln preserved the Union by doing what was
the weapon of a false leader. If people fear you, love is lost.
right instead of being liked by everyone.
Using fear works, but is short lived. Benevolence is the legacy
Lets adversity destroy vision. William James remarked, “If
of a great leader. How can you share ways to inspire the right
you care enough for the result, you will most certainly attain
results without threatening or scaring people into acting as
it.” Setbacks and failures are inevitable. Learn from them to
you demand?
further support your goals, dreams and vision of what you
Takes credit for the contributions of others. Listen to
want to accomplish. A true leader never abandons the vision
leaders that take credit for mistakes and gives credit to oth-
no matter how tough the ride gets. Do you know the great
ers for successes. Leaders take the initiative, but can never
leader Justin Sane? Of course not, he gave up.
succeed in their approach without the assistance of others.
Is above the small work. No job is too small or too insig-
Maybe that is why Alexander Graham Bell proclaimed, “Great
nificant for a true leader. It is more prevalent that great lead-
discoveries and improvements invariably involve the cooper-
ers worked menial jobs before rising to the status of a known
ation of many minds. I may be given credit for having blazed
leader. This is probably one of the reasons why true lead-
the trail, but when I look at the subsequent developments, I
ers tend to be humble in their approach when interfacing
feel the credit is due to others rather than myself.”
with followers. Never ask a person to do something that you
Guard yourself against false leaders. And, become a true
would not perform.
leader. Best of success to you!
Blames their predecessor. A false leader blames while a true leader takes accountability. If a new CEO blames the
to know how you can keep and grow your base of recurring customers.
01111-0001. All rights reserved. www.massmutual.com
ership. Blaming the person who proceeded you only makes
person formerly in charge, then they suffer from false leadyou look irresponsible and ineffective. If you are the leader, it is time to take ownership to overcome challenges to solve problems.
26 • ISSUE 1 • JUNE 2017
person is to demonstrate an attitude of equality. The only time you look down on someone is when you are lending a
Local sales agencies are not subsidiaries of MassMutual or its affiliated companies.© 2014 MassMutual, Springfield, MA
where profitable business comes from. Make the extra effort
bona fide leader. One of the best ways to influence another
Jeffrey Benjamin is the founder of Breakthrough Training in Reno. He is the co-author of Real Life Habits for Success and contributing author in the book The Sleeping Giant: The Awakening of the Self Employed Entrepreneur. Contact him at www.breakthroughtraining.com
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 27
The Employee
CPA (Certified Public Accountant)
You’ve heard the saying, “The customer comes first” or “the
Is your CPA a “Firm of the Future”? The CPA should be
customer is always right.” Often, we forget that making the
embracing cloud technology, advising you on technology
customer right starts with our first line of customer contact,
trends, software, and apps to run your business more ef-
our employees. And as we have seen in recent airline inci-
ficiently. Future firms use social media effectively, are ac-
dents, they are the face of your company, whether good or
cessible via text message, look for solutions to have col-
GOT YOUR BACK?
bad. The time and effort that you invest in your employees
laborative real-time accounting with their clients, and use
can be the best return on investment that your business
secure client portals to exchange documents with you. Fu-
can make. Employee turnover can cost in excess of 12% of
ture Ready Firms have abandoned the old archaic bill by the
an average company’s revenue in hiring and training and
hour and have moved to a value based billing system. Such
lost productivity.
arrangements allow for an ongoing, continuous, proactive
WHY BUSINESSES SHOULD SECURE CONSULTANTS IN TODAY’S ECONOMIC TIMES
Do you really know your banker? Would he or she recog-
available information in a timely proactive manner versus
nize you from a distance? If not, it’s time to repair that re-
reactive. If you only talk to your CPA in March of each year,
lationship gap and get to know the person who can make
it is already too late to ensure the best business decision
or break your business in the best or worst of times. Sure,
was made.
the day to day banking support is a given, but what about
How often do you talk to your CPA? Does your CPA ask you
when you need some serious cash for a capital investment,
what the business case is for a decision you are about to
make a significant commercial real estate purchase or need
make? Having a CPA in your back pocket is one of the best
to get your credit in line? Make your banker your best busi-
investments you can make. It lends to your credibility with
ness friend.
banks and other financial partners. When you have a CPA
SO WHO’S by Brent Forbush Why Businesses Should Secure Consultants in Today’s Economic Times
The Banker
Lawyer
relationship to flourish and for decisions to be made with all
that you can trust to handle the intricacies of your day to
Lawyers in general don’t have the best rep, yet they should.
day operations, you’ll have more time to focus on your fu-
They have brought some of the best advice to our business
ture. And that alone is worth the trusted advisor relation-
If you have ever seen the movie Blindside, there’s a great underlying theme about
and can do the same for you. Be it a liability attorney, busi-
ship.
how the most successful teams take care of their players. In today’s business
ness lawyer, or legal firm, find one that fits your personality
So, Who’s Got Your Back?
world in particular, nothing could be more important. Long gone are the days of
and business style and keep their number handy. With all of
As a business owner, it seems like the list of “must haves” to
full-time directors of various departments. Today we need to seek out the best in
the challenges that come with owning your own business, it
succeed are never-ending.
the business and partner with those who do their job best.
just makes good sense to have a trusted professional who
Don’t let this short list stop your progress. In fact, when
can offer some sound legal advice when you need it most.
you have business specialists by your side to do their best
Who Should You Have on Your Team?
Sales Professional
Ideally, a well-rounded business should have a hit list like this one to be the care-
Today you can contract with someone who used to hold a
best. And isn’t that why you got into your business for in the
givers of its operation. Sure, it’s important to have the contacts, yet to be most
chief marketing officer position, spend a few hours a month
first place?
successful, it’s critical for the owner of the business to develop and maintain
to tap their brain and voila ~ you receive their professional
Making Sense of Every Cent
close working relationships. You never know when you may need to reach out
opinion at a fraction of the cost that you would have paid if
When you’re ready to make sense of every cent, build your
and touch their talent; often it is when you least expect it. Some team members
they were a full-time employee. Run, don’t walk, to partner
team that has your back and truly succeed in today’s chal-
are obvious, others are not: all are vital in today’s complex business world. These
with a sales and marketing professional.
lenging business times, call us at Forbush and Associates.
With the ever-changing world of IT, you’d have to be ex-
Brent Forbush is the Auditing and Accounting Manager at
tremely savvy in the art of IT to handle your computer
Forbush and Associates which is a family owned and family
needs in-house. From the basics of keeping your computer
run local CPA, accounting and tax preparation professional
alive and on-line, to proactive networking monitoring, these
services firm.
include:
• employees • banker • lawyer • sales professional • IT specialist • CPA 28 • ISSUE 1 • JUNE 2017
IT Specialist
on your behalf, you will have more time to do what you do
are elements that are crucial to keep your business competitive, your operating costs in line, and productivity in full motion. BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 29
by Chris O’Sullivan
What’s your favorite Reno Rodeo event? If you’re like me, it’s bull riding. I love it! Three-quarter-ton of mean and ornery flesh set loose from the gate with one sole solitary purpose: to destroy the unwelcome passenger on his back. There’s an old saying about a “bull in a china shop.” Usually, it has to do with someone or something (usually an 8-year-old boy!) walking into a perfectly nice room filled with nice things and somehow managing to destroy nearly everything in sight. Total mayhem, completely disrupting everything. Some would say that northern Nevada has some “bulls in our china shop” these days. There are huge musclebound companies disrupting our fragile china shop of an economy and infrastructure. The much-heralded arrival of companies like Tesla, Switch and most recently Google, have many Nevadans excited about the prospect of economic diversity and growth. These companies bring with them the promise of more jobs, better jobs and ultimately more revenue to a state that is fundamentally opposed to having an income tax on individuals. These companies join others who have sought expansion here like Intuit, Microsoft, Amazon, Jet.com, Zulily and dozens of others. Yet others are concerned that the arrival of these titans 30 • ISSUE 1 • JUNE 2017
“Just like a car that runs out of gas, until you find some more gas, that car is going nowhere!” has put northern Nevada in the midst of economic turmoil. There is a housing crisis. More specifically, there is an affordable housing crisis. There is a shortage of classrooms, teachers, physicians and nurses. There are scarcely enough roads to handle the expected increase in traffic caused by the influx of residents. Our higher education system is struggling to keep up with the demand for trained, qualified workers. Smaller employers are struggling to fill the positions they need to grow their business. As northern Nevada hums along at full employment, there is a shortage of human
resources. And when you run out of resources, you can no longer grow. Just like a car that runs out of gas, until you find some more gas, that car is going nowhere. Can we place all of the blame on the “bulls”? Consider this. Which group causes more challenges, is it the one mega-employer filling 4,000 jobs or 4,000 small companies each filling one job? The answer is it really doesn’t matter. None of it matters without a clear vision for where we are headed. When I’m putting together a puzzle, trying to figure out where all of the seemingly random pieces go, I need to look at the cover of the box with the finished picture as a guide. Without that, I may never complete the puzzle, and even if I do, it may be wrong. How would I know? Our leaders need to show us a clear picture of what the endgame looks like and unite us under a common banner, moving forward, together. How do we come up with a plan that’s agreeable to everyone? Is that even possible anymore? We seem to have lost the ability to compromise. We have forgotten how to have peaceful discourse. We need to be reminded of how to have constructive conflict and how to reach an accord. It has been said, “A really good compromise is one that leaves both sides equally dissatisfied.” A compromise where no one is happy is fundamentally flawed. I still believe in the winwin. I’m not taking sides here or even offering solutions. I
just want us to consider that to have a successful plan, there first has to be a plan. “So, what do we do about our “bulls in the china shop”?” Well, since June is here, I say ride ‘em! Glove up, git in the chute, open the gate and count to eight! Have a great June everyone, and I’ll see you at the Reno Rodeo!
BIZNEVADA MAGAZINE • WWW.BIZNEVADA.COM • 31
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