Dynamic Business Nov 08

NOVEMBER 2008 | VOL. 63, NO. 9

DYNAMICBUSINESS
The Award-Winning Voice of Pennsylvania Business

8
Cover Story
by Mike Henning

10
8 | Secrets of Highly Successful Private Companies
Are you planning for the future on a consistent basis and creating a workable plan?

24
In Every Issue
2 | Publisher’s Notes

3 | New Directions at SMC 4 | Newsmakers

DB Features
10 | What to Look For in Workers’ Comp in a Down Economy
by David R. Leng, CPCU, CIC, CRM, CWCA

5 | Bulletin Board 5 | Ask An Expert:
Keep the Cash Flowing by Joshua Farber, Esq.

Workers’ comp costs tend to increase for two reasons — claims rates increase, as does disability duration.

11 | Credit Union Insured Funds
by Benjamin E. Thompson

6 | SMC Benefit of the Month:
Computer Programming, Pre-Packaged Software, and Computer Related Services

Insurance coverage on deposit accounts has become a very important issue.

12 | Is America in a Recession?
by Joshua R. Stein, CRPC

18 | SMC News
Insurance Corner: Exercise Your Mind Human Resources Report: Being a WellLoved Boss by Paul Facella Central Region News: Event Calendar Legislative Report: Political Games – How Wars Are Won and Lost News for Manufacturers: The Business Quick Guide; The New Energy Economy Peak Performance Selling: Understanding the Decision Process in a Complex Sale by John Rosso Scene at: Oktoberfest Mixer at Church Brew Works New Members: Pittsburgh and Western Region; Harrisburg and Central Region

It is important to understand economic terms that are commonly misused.

13 | Proceed with Caution: High Stress Levels Ahead!
by Julia M. Rahn, Ph.D.

Do you know your stress level?

14 | How to “Green” Your Business
by Susan Meredith

Converting to “green” is a lot like learning to ride a bicycle.

16 | Making a Mark!
by Carol Desmond

Introducing trademarks for small and medium-sized enterprises.

The Last Word
28 | Wall Street Crisis: Six Ways to Manage Employee Concerns About Their 401(k)
by Lynn Unsworth

Financial woes on Wall Street lead to more employee concerns about the stability of their retirement plan.

26 | SMC Small Business Calendar

Commentary
28 | Inspiring Entrepreneurship – Part III
by Jill Weisbrod

27 | Marketplace
Cover Photography by James Papariello Studio, Inc.

Gift your clients with something special: Ugandan Gold Coffee

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

1

2008/2009 SMC Insurance Agency Board of Directors
President: Lee C. Taddonio Vice Presidents: Thomas Henschke, Richard Klavon Secretary/Treasurer: Gerald W. DiFrango, CPA
2008/2009 SMC Business Councils Board of Directors Officers: Chairwoman of the Board: Marilyn Landis (Basic Business Concepts, Inc.) Chairwoman Elect/Secretary: Cookie Driscoll (Whodathunkit Farm) Vice Chairman/Treasurer: Steve Silverman (General Wire Spring Company) Vice Chairman/Government Relations: William Snyder (William Jay Snyder, CPA) Vice Chairman/Education & Human Resources: Jeff Pfeifer (MLP Steel, LLC) Vice Chairman/Membership; Dan Galbraith (Solutionist) Vice Chairman/Benefits; Rocco Pacelli (Pace-Tech Services, Inc.) Vice Chairwoman/Communications; Nancy Wintner (GWN Consultants) President: Lee C. Taddonio (SMC Business Councils) Directors: Larry Carretta (Holt Ramsey Pump & Equipment Co.) Tris Coffin (Oakwood Brokerage Group) George Halula (Shiloh Service, Inc.) Dennis Hamsher (AADVANTAGE Insurance Group, Inc.) James Hazen, Ph.D. (Applied Behavioral Insights) Ralph Horne (Dollar Bank) Glen Maus (Magee Plastics Company) John Nikoloff (John Nikoloff & Associates) Cathy Philistine (F.B. Wright Company of Pgh.) Eric Riske (General Window Cleaning, Inc.) Charles Wozniak (Creekside Springs, LLC) Past Chairman: Jonathan Hall (Hall Industries, Inc.) Professional Services: Legal: Meyer, Unkovic & Scott LLP Financial: Sisterson & Company, LLP. Investment: Smith Barney Citigroup Dynamic Business: Publisher: Lee C. Taddonio Editor: Mary L. Heindl Advertising Manager: Carol Winterhalter Production: Kostilnik & Associates Graphics, Inc. Cover Photography: James Papariello Studio, Inc. Printing: First Impression Printing Company

▼ PUBLISHER’S NOTES

“Innovation is an essential ingredient for creating jobs, controlling inflation, and for economic and social growth. Small businesses make a disproportionately large contribution to innovation. There is something fundamental about this unusual ability of small firms to innovate that must be preserved for the sake of healthy economic and social growth.”
— 1979 Report of the Task Force on Small Business and Innovation, Office of Advocacy, U.S. Small Business Administration
he above quotation is still relevant today – almost thirty years later! We say this because the SBA’s Office of Advocacy recently released a new working paper entitled “Looking Ahead: Opportunities and Challenges for Entrepreneurship and Small Business Owners.” Dr. Chad Moutray, Advocacy’s chief economist and director of research, identified the five major challenges and opportunities facing entrepreneurs in this election year. He also urged the next administration to begin addressing these issues and develop policies that will promote economic growth and stability, emphasizing once again the key role small businesses play in the U.S. economy. SMC members would certainly agree with the Challenges Moutray identified: (1) strengthening the overall economy; (2) taxes and regulations; (3) cost and availability of health insurance; (4) attracting and retaining a quality workforce; and (5) global competition. The only difference between this report and our grassroots lobbying efforts in Harrisburg and Washington, D.C., is that “strengthening the overall economy” has now trumped rising health insurance costs as the number one challenge facing small business owners, according to SBA’s research. On the Opportunities side of the ledger, Moutray cited: (1) increasing investment in technology and innovation by utilizing university spin-offs and technology transfer; (2) “economic gardening” and grooming local entrepreneurs rather than creating incentive packages to promote economic development; (3) pursuing new markets overseas; (4) promoting business growth among selected demographic groups such as women and minorities; and (5) investing in employee education and training to create a more productive and stable workforce. Studies have shown that innovation and entrepreneurship have provided a strong foundation for economic growth in the United States. This quality is more important than ever in the current financial climate. And once again, all eyes are turning to the small business owner. As we await a new administration, it is our hope that policymakers of both political parties will realize that risk-taking small business entrepreneurs have a positive impact on economic development and must be nurtured and protected to do the work they do best – create jobs. It’s not very often that a group of individuals — such as the small business community — has an opportunity to make a dramatic and positive impact on the nation. The ball is in our court and we’re more than ready to meet the challenge. We’ve been tried and tested many, many times. We end this message giving thanks for the opportunity we have to be productive citizens of our country and our world – no matter the severity or depth of the problems confronting us. And we send best wishes for a Happy Thanksgiving to all of you, your employees, and families. ▼

T

Dynamic Business is published ten times per year by SMCIA except for January/February and July/August, which are combined issues. Subscriptions: $25.00 per year to U.S. residents; foreign subscriptions $45.00. Single copy $3.00 (UPS-441-190) (ISSN-0279-4039). Change Service Requested.
The companies featured in this magazine and the products and services displayed are chosen to provide information of interest to small businesses. Dynamic Business, SMCIA and SMC Business Councils do not specifically endorse any of the products or practices described in the magazine.

Dynamic Business accepts manuscripts only when accompanied by return postage; the magazine will not be responsible for loss or damage. Correspondence regarding editorial copy in Dynamic Business should be addressed to: Editor, Dynamic Business, 1382 Beulah Road, Building 801, Pittsburgh, Pennsylvania 152355068, Telephone: 412.371.1500, FAX 412.371.0460; E-mail: [email protected]. Electronic edition on the Internet: www.smc.org.

SMC Insurance Agency (SMCIA) SMC Business Councils Headquarters Office: Building 801, 1382 Beulah Road Pittsburgh, PA 15235-5068 Telephone: 412.371.1500. FAX: 412.371.0460 E-mail: [email protected]. SMC Online Magazine Edition: www.smc.org. Central Region Office: 1017 Mumma Road, Suite 204, Wormleysburg, PA 17043 Telephone: 717.761.1660. FAX: 717.761.2550 Internet SMC Online: http://www.smc.org

Lee Taddonio Publisher
www.smc.org

2

NOVEMBER 2008 | DYNAMIC BUSINESS

New Directions at

SMC...
We’re Under Construction!
That’s the best way we can explain what your association – SMC Business Councils — is about these days. We have adopted a new Mission Statement, a New Vision Statement and, most importantly, a Key Promise that we’ll be your valuable resource — the place “Where Pennsylvania Businesses Go to Grow!” To that end, we’re inspecting every current product and service with an eye to the future. To use a construction metaphor, we’re actually in the process of remodeling SMC to meet the needs of the 21st Century. Several Task Forces have been organized to review our products and services in five key areas: ■ Business Development Tools; ■ Insurances; ■ Human Resource Services; ■ Government Relations; ■ Added Benefits for you — and your employees, too. And this is just the beginning! Our goal in these activities is to make your SMC Membership more accessible and responsive to your needs. We aim to provide the highest value possible for your dues investment. As we work on SMC’s programs and services, we suggest that you periodically check our website (www.smc.org), where you’ll always find new and interesting items. ▼

www.smc.org

DYNAMIC BUSINESS | NOVEMBER 2008

3

NewsMakers
▼ Judith F. Olson received the first Earl G. Harrison Community Service Award from Schnader Harrison Segal & Lewis, LLP for her commitment to the American Heart Association and the Diocese of Pittsburgh. This award recognizes and honors one of the Firm’s origiJudith Olsen nal named partners and reflects their tradition that law is more than a business, and should include using their skills to advance the common good. Keith Whitson was named a 2008 Lawyer on the Fast Track by the “Pennsylvania Law Weekly” and “The Legal Intelligencer.” Information: www.Schnader.com. The Cranberry Chamber of Commerce is looking for a few good men and women to become part of the newly created Military Veteran Professionals Committee. This group consists of business professionals and business owners in the Cranberry area who are military veterans or whose business supports veterans. Their mission is to aid military veterans in growing their companies, increasing their business knowledge, and educating them on various avenues of support and funding available to them as veterans. For more information, call Karl Geyer at the Chamber, 724.776.4949 or e-mail [email protected]. ▼ G e r r i P l e t c h e r of Presto, PA, one of the top five PartyLite sales leaders in the United States has been named a charter member of the company’s prestigious, new Worldwide President’s Club. Established in 1973, PartyLite is a member of the Blyth, Inc.family of home fragrance products Gerri Pletcher and related candle accessories. Information: www.partylite.com. River’s Edge Alliance Group was recognized in “BVWire,” the weekly newsletter of Shannon Pratt, the industry’s highest national authority in business valuation. Information: www.rivers edgealliance.com.

▼ Versatex Trimboards has moved into their new, state-of-the-art manufacturing facility in Aliquippa, PA. The 60,000 square foot plant allows for more control over every aspect of the manufacturing process, to double their capability, quadruple their warehousing and staging areas, and streamline their valued-added manufacturing processes. Information: www.versatex.com. David J. Manning has joined Metz Lewis LLC as a member in its Corporate and Commercial Real Estate Groups. Phone: 412.918.1107. ▼ Richard Schofield has been named director of Information Technology at Business Records Management, a leader in records and information management and will manage BRM’s information systems throughout Pennsylvania, Ohio, and West Virginia. Information: www.businessrecords.com.

Natalie Beneviat

Allison O’Konski

▼ Natalie Beneviat and Allison O’Konski have joined the LarsonO’Brien Marketing Group as public relations account executives. Information: www.larsonobrien.com. Frank Botta of Thorp Reed & Armstrong, LLP received the Distinguished Service Award from the Transportation Lawyers Association for his expertise in helping clients deal with ever changing regulatory and economic conditions. Linda S. H a c k e t t has joined the firm’s Financial Institutions & Real Estate Transactions Practice Group as senior counsel. Information: www.thorpreed.com. ▼ Thomas McCaffrey has joined Grant Street Associates as an industrial brokerage and leasing manager. Information: www.gsa-cw.com.

Richard Schofield

▼ H a l D . C o f f e y of Grogan Graffam, P.C. was selected a 2008 Lawyer on the Fast Track by “Legal Intelligencer” and the “Pennsylvania Law Weekly.” This award honors lawyers under 40 who are the future leaders of Pennsylvania’s legal comHal Coffey munity and have made significant contributions to their community-at-large. Information: www.grogangraffam.com. Shannon Webber has been appointed public relations manager at Elias/Savion Advertising, Inc., an award-winning, full-service advertising and public relations agency. Information: www.elias-savion.com.

▼ PPG Industries is the first architectural glass manufacturer in the United States to earn Cradle to Cradle Certification from McDonough Braungart Design Chemistry for all its architectural glass products. The program evaluates the total impact of a product on human health and the environment throughout its life cycle. The Suvamabhumi Airport in Bangkok, Thailand, and the Will Rogers Airport in LasVegas are just two of their award-winning projects. Information: www.ppg.com. Justin Pauley has been appointed a consultant at the certified public accounting firm of Goff Backa Alfera & Company, LLC. Information: www.gbaco.com. ▼ Edward G. O’Connor of the national law firm of Eckert Seamans Cherin & Mellott, LLC received the prestigious St. Thomas More Society Award for his uncompromising commitment to the Catholic faith, an unyielding interest in justice, and steadfast dedication to the ideals of St. Thomas More. Information: www.eckertseamans.com.

Thomas McCaffrey

Edward O’Connor

4

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

BulletinBoard
IRS Opens Identity Protection Unit
As part of the Service’s strategy to reduce taxpayer burden caused by identity theft, a new “Identity Protection Specialized Unit” opened on October 1, 2008. This unit will help resolve identity theft victims’ issues quickly and effectively. Victims can call a dedicated toll-free number, 800.908.4490, Monday through Friday, 8:00 a.m. – 8:00 p.m., local time. The unit will reduce taxpayer burden by providing individualized assistance, including: ■ A single customer service representative to work with each identity theft victim to answer questions and resolve his or her issues; ■ A new and simplified process to verify taxpayer identity and identity theft; ■ A place for taxpayers to self-report identity theft before it impacts their tax accounts; ■ A place for taxpayers to self-report incidents where they may be at risk for identity theft because their personally identifiable information has been compromised (for example, stolen purse/wallet). In addition, the unit will assist taxpayers who have already had their tax accounts impacted by identity theft, but have not yet had their issues resolved. The unit will refer taxpayers to the IRS area that is working the identity theft issue and also collaborate with that area to monitor the case through resolution. For more information, visit IRS.gov on the web and enter the keyword: identity theft.

Reformed EPA Rule Encourages Small Firms to Recycle
Small businesses will be encouraged to recycle and reclaim their waste under a reformed rule recently finalized by the EPA as part of the Regulatory Review and Reform (r3) initiative. By reviewing and reforming the definition of solid waste, EPA is encouraging recycling rather than disposal. EPA’s reform will reward businesses that recycle with less paperwork. Currently, many useful materials that could otherwise by recycled are required to be handled, transported, and disposed of as hazardous waste. These requirements are more costly and complex than those for materials recovered for reuse. In reforming the rule, EPA streamlined requirements for certain hazardous secondary materials including: ■ Materials generated and legitimately reclaimed under the control of the generator; ■ Materials transferred to another company for legitimate reclamation; and, ■ Materials that the EPA or an authorized state determines to be non-waste through a case-by-case petition process. For more information on the r3 initiative, visit www.sba.gov.advo/r3. ▼

▼ MEMBER INFO

Keep the Cash Flowing
by Joshua Farber, Esq.
Q: My business has been profitable and I intend to keep it that way. Now that the business climate is changing what advice can you offer to ensure future success? A: Studies have long suggested that insufficient cash flow is partly responsible for from 70-80 percent of all business failures. A simple definition of cash flow is having enough money to pay all bills and payroll when they come due. In creating necessary cash flow, many small businesses typically focus on keeping expenses down and having access to a line of credit, and sometimes forget that it’s also important to collect the money that’s owed by the customers buying on credit. Getting paid begins with policies that organize the process of billing and collecting from clients. A company should develop and strictly follow a written internal credit policy for all customers, which details the criteria for extending credit, terms of payment, credit limits, and collection of bad debt. A business also needs to institute an organized billing process with a regular schedule and uniform procedures for handling past due accounts, including application of finance charges and late fees, withdrawing credit, internal collection practice, and third party collections.
SMC: Where Pennsylania Businesses Go to Grow

Here are some tips that will help companies ensure that the checks roll in on a regular basis: ■ Prepare a detailed credit application containing all information that may be necessary for future collections and use Call to get FREE, expert it consistently. ■ Update credit applica- advice on topics that impact tions regularly to YOUR business. ensure up-to-date customer records. ■ Take immediate action when payments are past due by sending a past-due notice to the customer. ■ Accompany past-due notices with collection calls. ■ Document all collections activity in writing. For most businesses, these credit, billing, and collection policies will ensure that the overwhelming majority of your customers will pay on a timely basis. ▼
Editor’s Note: Joshua Farber is an attorney with Meyer, Unkovic & Scott LLP. E-mail: [email protected].

DYNAMIC BUSINESS | NOVEMBER 2008

5

MemberInfo
SMC Benefit of the Month

B-to-B With Members: Computer Programming, Pre-Packaged Software, and Computer Related Services
Take Your Business to an SMC Member — You’ll be glad you did!
Allison Park ■ SoftWriters, Inc. – Earl Hutchison 412.492.9841 Pharmacy Management Solutions for Institutional Pharmacy Service Providers Beaver Falls ■ Advantec Data Systems – Eric Washburn 724.891.5088 Computer Consultant – Research & Development of Software Packages, particularly Medical Software Bethel Park ■ Virtual Software Systems – Nancy Palmquist 412.835.9417 Custom Database/Medical Office Billing FilePro Programming & Training Breinigsville ■ Imirage, Inc. – James Ludlow 484.397.4166 Internet Marketing Solutions Provider Bridgeville ■ Axion Data Services – Alan Bandell 412.220.7066 Data Entry Services Butler ■ Nace’s Record Management Systems, Inc. - Forrest Nace 724.285.3090 Fire Department Software Carlisle ■ Applied Computing, LLC. – Dennis Rehm 717.439.9825 Computer Consulting Cranberry Township ■ Keystone Messaging, Inc. – Alecia Randolph 724.779.1823 Computer Network Installations & Maintenance ■ RT Consulting – Robin Thayer 724.453.0500 Computer Consulting Dillsburg ■ Alpine Consulting Group of PA – Amy Britton 717.608.1682 Consulting Services East Pittsburgh ■ Applied Computer Resources – Robert S. Rhoades 412.829.1444 Computer Consulting & PC Design/Assembly, Network Designs, Installation & Support, Data, Telephone Wiring and Home Theatre Elizabeth ■ Mass Computer Electronics – Michael Sneeringer 724.872.4415 Computer and Network System Engineering, Sales & Service Highspire ■ GepNet, Inc. – Linda Geppert 717.944.4487 Computer Consulting, Network Design, Project Management, System Upgrades, Telephone & Network Cabling, Software Sales, Web Hosting & Internet Access Jefferson Hills ■ Darren Leonard Consulting – Darren Leonard 412.650.7765 Computer Consulting

6

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

Jonestown ■ Software Associated Technologies, Inc. – Mark Hawthorne 717.865.0749 Computer Programming Services McKees Rocks ■ Justice Designs – Trudi Justice 412.956.6926 Web Design and Consulting Middletown ImageVision.Net, Inc. – Carolyn Smith 717.985.1295 Computer Services Murrysville ■ Applied Systems Associates – Scott Leib 724.733.8700 Engineering Software Oakmont ■ Learning Design – Susan K. Donley 412.828.8679 Educational design for electronic media, multimedia, museums, schools, profit, and non-profit businesses. ■ Web Edge Software, LLC – Nicholas J. Kocur 412.609.3762 Custom Software Solutions for Web & Client-Server applications using technologies including Java, VB, ASP, Perl, JavaScript, & HTML Pittsburgh 15206 ■ Patricia Buddemeyer 412.441.6593 Computer Programming ■ Chapter 11 Support Services – Valerie R. Kish 412.821.9477 Bankruptcy Claims Consultants ■ OrcaPack, Inc. – Sayf Sharif 412.225.5638 Internet Consulting and Web Marketing Pittsburgh 15212 ■ Caps Lock Communications – Paula Contini 412.321.8911 Advertising ■ Daniel H. Kaib, Jr. 412.822.8211 Software Support for Business AIX and SCO Unix Operating System Support

Pittsburgh 15217 ■ P C Doctor – Mendy Feigelstock 412.421.7190 Computer Consulting Pittsburgh 15221 ■ Psychology Software Tools, Inc. – Debbie Gilkey 412.271.5040 Software Developer Pittsburgh 15222 ■ Elliance, Inc. – Abu Noaman 412.586.1480 Strategic eBusiness Technology, Internet/Intranet/Extranet Development & eMarketing Strategies created with Customized Development Solutions Pittsburgh 15228 ■ S Sytems, Inc. – Sharon Ackerman 412.388.1645 Seller of Accounting Software and Provider of Training, Implementation, Consulting, Custom Development & Data Conversion Services, specializing in Architectural, Engineering & Construction Companies Pittsburgh 15229 ■ I T P I – Info. Technology Professionals – Christopher Parry 412.415.6301 Contract Programming & IT Staffing Specialists, IT Outsourcing Solutions Specialists & Technical Publication Service Pittsburgh 15234 ■ Wengert Software Engineering, Inc. – George T. Brown, Jr. 412.343.3506 Software for Automatic Data Collection Applications, including Route Accounting & Inventory Management and Control, Cold Mill Coil Tracking & Shop Management Systems

Pittsburgh 15235 ■ Infinity Technology Services – Ron Pearce 412.825.7110 Microsoft Certified Gold Solution Provider and Small Business Specialist ■ Vocollect FO8 – Tom Malley 412.349.2510 Manufacturing Pittsburgh 15236 ■ Tulip Systems, Inc. – George Ells 412.653.1100 Computer Consulting, Software Packages – Law Enforcement and Municipal Financials Pittsburgh 15237 ■ Impact Solutions – John Keelin 412.367.8833 Software Pittsburgh 15241 ■ JLJ Representatives – Robert Delaparra 412.833.2366 IT Application Consulting Pittsburgh 15243 ■ Cargas Systems – Marji Dickson 412.278.4646 Consulting services and sales for Microsoft Dynamics Business Solutions, including Front Office and Back Office Applications, Accounting, HR & PR, Manufacturing, Project Accounting, E-commerce, Supply Chain and Retail Management Sewickley ■ Mateer Consulting Services – Jim Mateer 412.741.5102 Computer Consulting ■ Outcome Technology Associates, Inc. – Amy Markel 412.512.3797 Computer Consulting ■ Software Specialists, Inc. – Scott Poliziani 724.933.6100 IT Contract Consulting – specializing in ERP, eCommerce and Custom Business Applications

■ Treehouse Software – Terri Hammerschmitt 412.741.1677 Software Design South Park ■ Simple Software Solutions, LLC – John Battersby 412.965.5294 Software Design Turtle Creek ■ Accel Software Engineering – Richard D’Ippolito 412.731.3293 Computer Software and Services Washington ■ Krol Consulting – Evelyn H. Krol 724.229.7658 Training, Consulting & Expert Facilitator Wexford ■ T. Butanowicz, Inc. – Mary Butanowicz 724.933.0578 IT Consulting ■ Oak Hill Systems Corporation – Jerry L. Conner 724.935.4404 Software Development ■ Perfection Services, Inc. – Kenneth Doerbecker 724.935.0300 Small Business Computing Managed IT Services York ■ Virtual October, Inc. – Alan N. Feldman 717.755.0442 Tech Support Services. Small Businesses with 5 or more computers get up to 2 hours of Tech Support.
Editor’s Note: This month our B-to-B column focused on Computer Programming, Pre-Packaged Software, and Computer Related Services (SIC Codes 7371, 7372, and 7379). If we missed your firm, please e-mail [email protected] and ask us to check your firm’s SIC Code listing on our computer system. For more detailed information about the firms listed above, visit the Internet – www.smc.org - and click on “B-to-B with Members.”

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

7

▼ COVER STORY

Secrets of Highly Successful Private Companies
By Mike Henning
8 NOVEMBER 2008 | DYNAMIC BUSINESS

Recent surveys indicate the greatest challenge for business owners today is competition. This out-scored regulations, taxes, and labor cost. In the same surveys, those who indicated they have a written business strategic plan totaled 31 percent. That leaves 69 percent not planning for the future of their companies, but simply hoping against hope that “a good plan would come together.”

I

n a time of fierce competition and an uncertain economy, business owners and top management are searching for methods to truly out-think and out-maneuver the competition. Books are being written by the dozens, but most seem to repeat what was written in past decades. However, one book is different. “Good to Great” by Jim Collins has a few ideas from his extensive research that make his book a must read.
www.smc.org

Our experience indicates people who are accustomed to planning in the past, will continue to plan for the future of their companies, and do it extremely well, consistently, in a timely fashion and follow-up with implementation and accountability. We have discovered the key to success is working to create a plan with meaning for the planners, their support people and employees. Clearly, the secret is simple (not necessarily easy). It is planning for the future

Strategic Thinking Strategic thinking is the process that seems to go on inside the mind of most company owner/presidents as well as other key people that help them determine the “appearance” of the organization at some point in the future. The composition of the company may clearly be different than it is today. This process reminded me of a painter I watched do his paintings on stage in front of a large audience as part of their

Sample Questions
❏ What would be the ideal customer mix for your company? ❏ What should your product/service mix be in three years? ❏ Define your company’s “core competency” as specifically as possible. ❏ If I invested $1 million in your company, what could I expect to be done with it? ❏ What major action needs to be taken to increase revenues? the United States and has several plants in other countries where the mattresses are built and imported to the U.S. market. The original plant in the states now serves as an assembly plant for certain bedding products and a distribution center for accessories in bedding and bath products. The picture of the business has changed dramatically in just five short years. Growth has been terrific followed by higher margins. The things that serve as physical indicators for a company’s direction, strategy, and eventual look might include: its product catalog, the right people in the right positions for the company, the markets it serves, its competitors, customers, suppliers, its market segments, research and development budget, and facilities. Most importantly, which products does the company continue to offer and discontinue? To which customers do we offer these products/services and which ones do we not offer them to? Which market segments do we seek and not seek? Which areas of the world/country/region do we pursue or not pursue? How many steps of distribution can our market and industry afford?

“Are you planning for the future on a consistent basis and creating a workable plan?”
– Mike Henning
of the business on a consistent basis and creating a workable plan. We know owners and management teams that will allocate up to 2 percent of their working hours for planning purposes. Indeed, this is called “creating a culture of CHANGE.” entertainment that evening. This artist would begin by painting 80 percent of a celebrity, then continue to complete the person so all could identify it. He wasn’t finished at this point because he could go forward and make a few small/large changes, and what was once Jerry Lewis became Steve Martin or Liza Minelli. It is this picture or profile that will determine the direction, nature, and composition of the business. Decisions that “fit” within the parameters of this profile are implemented, and decisions that do not “fit” the profile are rejected. It is this operational planning and the strategic planning that will lead the team members to actually perform strategic thinking about the company’s future.

What Goes Into a Workable Plan? Both strategic planning and strategic thinking go into a workable and usable plan. Let me explain. Once the owner/president selects the 6 to 8 people to make up the planning/thinking team, a place for the two-day meeting is chosen, and we ask members of the team to answer sixteen questions in preparation for our sessions. These questions prepare the team members to think strategically, discuss the future of the company and evaluate the environment in which it might operate. Team members are prepared to discuss the answers to these sixteen questions of which the lion’s share deal with the future direction of the company, how it will look three, five, or seven years from now, what it will be doing and how it will do it. The combined answers to many of these questions (see a sample of questions at end of article) deal with strategies for the company in the future from an operational and environmental viewpoint. Once complete, the answers to these questions will lead the group directly to its vision or mission for the company.
SMC: Where Pennsylania Businesses Go to Grow

Creating a Culture of Planning/Implementing Planning leads to change —- which leads to communication —- which leads to employee participation, implementation and growth. For example, one company I worked with several years ago initiated a planning and thinking process about their company, and how it might look five years down the road. At that time this mattress manufacturer had a plant in the Southwestern part of the country, produced, marketed and profitably sold thousands of units. Today, some six years later, the company is essentially out of the manufacturing business in

The End Result The end result of strategic planning must produce a very clear profile of the products, customers, market segments, and geographic areas that the strategy of the business lends itself to and will receive emphasis, and those that will not receive emphasis in the future. ▼
Editor’s Note: Mike Henning is a nationally and internationally respected consultant and speaker on family business issues. For information about receiving one free copy of Mike Henning’s “Family Firm Advisor” newsletter, visit their web site: www.mikehenning.com, e-mail [email protected] or call 217.342.3728.

DYNAMIC BUSINESS | NOVEMBER 2008

9

▼ DB FEATURE

What to Look For in Workers’ Comp in a Down Economy
by David R. Leng, CPCU, CIC, CRM, CWCA
here’s a common belief that injuries spike when workers fear for their jobs. Although it is a good idea to let your agent and carrier know of any downsizing plans so strategies to prevent questionable claims can be developed, research suggests that such abuses may be exaggerated. Although injury rates rose during the recession of the early nineties, they usually decline during down economies.

T

Industry showed that declines in employment appear to have caused modest, temporary increases in Workers’ Compensation payments. The data suggests a decline in hours worked in an industry will lead to a nearly proportionate increase in the next month’s Workers’ Compensation costs in that industry.” Another economic factor that will have an impact on Workers’ Compensation costs is the performance

“In a recent weblog, ‘Managed Care Matters,’ Joseph Paduda explores what the recession means for Workers’ Comp. He points out that costs tend to increase for two reasons – claims rates increase, as does disability duration.”
— David R. Leng
Whereas some workers may try to go out on Workers’ Comp, others do whatever they can to stay in the good graces of their employers. It’s quite possible that injury rates will continue their decline during this down economic period, both for factors unrelated to the recession and because production slows and the remaining workforce is more experienced than those laid off. However, indemnity costs will likely increase at a faster rate than wages, as recessions are marked by flat or declining incomes. “Research” (May 2002 bulletin) conducted by Minnesota’s Department of Labor and
10 NOVEMBER 2008 | DYNAMIC BUSINESS

ate ways to cut costs. Coupled with this, Standard & Poor’s Ratings Services said that the ratings on Workers’ Compensation insurers could face negative pressure late this year and next as Workers’ Compensation rates continue to decline, reducing carriers’ margins. Even in difficult economic times, it benefits employers to stay the course with their injury management program. Hiring properly, quick reporting and monitoring of claims, establishing clinical relationships so that injured employees receive the most appropriate and cost-effective care in accordance with established protocols, training supervisors, offering wellness programs and executing a well managed Returnto-Work program will help control Workers’ Compensation costs now and long after the recession is over. ▼
Editor’s Note: David Leng is a 20-year veteran of the Risk Management and Insurance industry and is regarded as one of the brightest minds in the industry due to his unique Advanced Risk Mitigation approach, which identifies, controls, and reduces the risk factors inherent in any business that drive costs to an organization’s bottom line and hinders employee productivity. Since just 2004, David has saved his clients well over $13,000,000 in premiums and overcharges. David was awarded the Advisor of the Year for 2008 by the Institute of WorkComp Professionals and is a frequent contributor to Dynamic Business Magazine, and has been published in several other periodicals. David is co-founder of Keystone CompControl, the nation’s largest single network of Workers’ Compensation specialists, and is one of only 27 nationwide Level-5 Advisors of the Institute of WorkComp Professionals. David, who has 16 years experience specializing in Workers’ Compensation, is an alumnus of Penn State where he received a Bachelor of Science in Insurance and Risk Management. His professional designations include Certified Insurance Counselor (CIC), Certified Risk Manager (CRM) and Charter Property Casualty Underwriter (CPCU) and has been designated a Certified WorkComp Advisor (CWCA) by the Institute of WorkComp Professionals. David can be reached at 724.863.4225 ext. 372, or via e-mail [email protected]. Website: www.level5workcomp.com

of financial markets. Insurers collect premiums up front and pay benefits later. When investment returns are high, insurers can charge employers lower premiums, but reduced investment returns often lead to higher premiums. Yet, there are other factors that may very well have the largest impact on Workers’ Compensation. They include rising drug costs, high medical cost inflation, extended utilization, cost shifting by providers who are pounded by reductions in Medicare and Medicaid reimbursements, higher facility costs and a de-emphasis on loss prevention as employers look for immedi-

www.smc.org

▼ DB FEATURE

Credit Union Insured Funds
by Benjamin E. Thompson

With the recent discussion about the economy, and difficulties faced by many Americans due to the collapse of several financial institutions, insurance coverage on deposit accounts has again become a very important issue.
hile there are differences between credit unions and banks, their insurance coverage for deposit accounts is not different. Both are insured by federal agencies. Banks are insured by the Federal Deposit Insurance Corporation (FDIC), and Federal Credit Unions are insured by the National Credit Union Share Insurance Fund (NCUSIF) through the National Credit Union Administration (NCUA). These agencies, FDIC and NCUSIF, are backed by the full faith and credit of the United States Government. Under this coverage provided by the NCUSIF, savings accounts are insured up to at least $100,000 and certain retirement accounts including Individual Retirement Accounts (IRAs) and Keoghs “Insurance coverage are insured up to at least $250,000 sepaon deposit accounts rately. These limits are not per person, but per account at a credit union. So if a has become a very credit union member’s savings accounts exceed these limits, they can establish difimportant issue.” ferent types of accounts to increase this coverage. – Ben Thompson For example, a married couple can extend their NCUSIF insurance coverage up to at least $600,000 by creating separate accounts. They can do this by each having an account, creating a joint account (which is covered up to $200,000) and creating separate trust accounts with each other named as trustees. An individual’s insurance coverage can also be increased by establishing accounts at separate credit unions. Historically, the NCUSIF has proven itself to be a reliable source of insurance coverage. No member of a credit union insured by the NCUSIF has ever lost a penny of insured savings, and payments are promptly made to members of insured credit unions. The vast majority of credit unions are financially sound. For example, Southwestern Pennsylvania’s largest credit union, Clearview Federal Credit Union, is widely considered to be very stable. Clearview has nearly $650 million in assets, which has increased by over $33 million in the last year. Bauer Financial, a group based in Florida that independently rates the health of financial institutions, found that Credit Unions in Southwestern Pennsylvania as a whole were very healthy. Clearview, for example received a five-star “superior” rating, its highest score according to an August 17, 2008 article in the Pittsburgh Tribune-Review. More information about the NCUSIF is available on the homepage of Clearview’s website at www.clearviewfcu.org. This site also includes a link to the NCUA’s website, which has a calculator to estimate insurance coverage. On the NCUA’s website, users can also see detailed financial statistics about all credit unions covered by the NCUSIF, including Clearview. ▼
Editor’s Note: Ben Thompson is a marketing specialist at Clearview Federal Credit Union.
SMC: Where Pennsylania Businesses Go to Grow

W

Clearview® Federal Credit Union is a full service financial institution, which offers a full suite of consumer and business products and services including: checking, savings, certificates, IRAs, credit and debit cards, auto and real estate loans. Clearview also offers business checking, commercial loans and cash management services, wealth management and investment services.

Current branch locations:
Moon Township (Main Office) Brentwood Center Township Chippewa Hopewell Township Kennedy Township Robinson Township Sewickley Wexford

Future branches:
McMurray Butler Clearview Federal Credit Union has been serving its members since 1953. Clearview is a community chartered credit union with membership open to anyone who lives, works, worships, volunteers or attends school in the Southwestern Pennsylvania community. For more information, please contact the Business Development Department at 412.269.3033 or 1-800.926.0003, ext. 3033. E-mail [email protected]. Clearview is federally insured by the National Credit Union Administration and is an Equal Housing Lender.

DYNAMIC BUSINESS | NOVEMBER 2008

11

▼ DB FEATURE

Is America in a Recession?
by Joshua Stein, CRPC

2

008 has proven to be one of the most dramatic years in American history of the stock market and the overall economy. Americans witnessed well established companies such as: Bear Sterns, Merrill Lynch, Lehman Brothers, and AIG collapse like an old hotel in Las Vegas strapped with dynamite. It seems impossible not to hear, watch, or read negative stories in the media about how our country and our economic system are doomed to fail. In order to determine how much of the media frenzy is true, it is important to understand some economic terms that are commonly misused. Most of us have heard the term “market correction.” By definition, a correction is a swing in momentum, typically characterized by at least 10 percent in one direction. Market corrections are very common and typically occur when investors feel that the market is undervalued or overvalued. If market corrections continue to drop past 10 percent, they have the potential to turn into a “bear market.” The most frequently used definition of a bear market is a 20 percent drop from the high value point. From October 1, 2007 (the market high) to June 20, 2008 the Dow Jones Industrial Average fell 20 percent. Since then, the DJIA has continued to decline. This has led economists and investors to agree that we are officially in a bear market and not just experiencing a market correction. If there is any word that carries more fear and dread than “bear market” it is the word recession. This term has been used so extensively throughout the last year that most people have absolutely no idea what a recession is and if we are currently experiencing one. Although the term, bear market, varies in its definition, the most common definition of a recession is two consecutive quarters of negative gross domestic product. If we are sticking strictly to the books then the notion of our economy being in a recession is false. Although GDP fell slightly (-.2 percent) in the fourth quarter of 2007, we have yet to experience two consecutive negative quarters. In fact, the most recent figure for the second quarter of 2008 shows an increase of 2.8 percent fueled by a large
12 NOVEMBER 2008 | DYNAMIC BUSINESS

rise in net exports. Based on these figures, we are clearly not in a recession. Numbers aside, most Americans currently feel as if we are in a recession and the question of “how much longer will this last?” arises. Since 1952, our economy has gone through nine recessions or on average one every six years. Although each recession has been very different, we are able to historically predict where we stand today by looking at averages. Looking at the nine recessions, the average length was 11

“It is important to understand economic terms that are commonly misused.”
– Joshua Stein
months from start to finish. On average, six months before a recession starts to the recession low, the S&P 500 has declined by 21 percent. Six months after a recession low, the S&P recovers by 36 percent. This means if an investor kept their money in the market throughout the entire market cycle, they would have actually seen a gain of 8 percent. Although we have not had two negative quarters of GDP, some economists still believe that we are in a recession. Most commonly, they cite the negative .2 percent GDP figure of Q4, 2007. If this were the case, the historical average of 11 months would have us very close to the end. As we finish out the fourth quarter of 2008 and what will hopefully be the bottom of our quasi-recession, America will also elect a new leader. This could prove to be a very positive factor on the stock market. Historically, presidential election calendar years have experienced very solid stock returns. There have been 15 presidential elections since 1948 in the United States. The stock market has returned an average of 13 percent during election years. Investors tend to feel a

heightened sense of optimism any time a new administration takes over, especially during an economic downturn. Regardless of whether we are on our way out of a recession or if the presidential election will help bring an increase in investor confidence, there are strategies that investors can use to help mitigate their risk. Below are a few strategies that investors should consider: ■ Investors should always diversify by asset style and asset class. The concept of, “not having all of your eggs in one basket” has proven itself to produce more consistent returns than market timing. ■ Invest systematically. Dollar cost averaging, especially during a down market can help lower your cost per share by capturing the highs and lows of the market. ■ Use common sense when taking withdrawals. Remember, a paper loss is never a real loss until you choose to sell. Be sure that your withdrawals are consistent with your investment policy statement, risk tolerance and investment timeframe. ■ Talk with your financial advisor about your specific strategy. During a market with such high levels of volatility it is important to make sure that your advice is coming from a professional instead of from the “water cooler.” These views are those of Joshua R. Stein and should not be construed as investment advice. All information is believed to be from reliable sources; however, we make no representation as to its completeness or accuracy. Past performance does not guarantee future results. Investors cannot directly invest in indices. ▼
Editor’s Note: Joshua R. Stein, CRPC® is the chief operating officer and a financial advisor for H Financial Management, a private wealth management firm based in Southpointe serving the ever-changing financial needs of their clients. Joshua can be reached at 724.745.9406 or by e-mail at [email protected]. For more information please visit www.hfinancialmanagement.com. Securities and Advisory Services offered through MultiFinancial Securities Corporation, member FINRA, SIPC. H Financial Management is not affiliated with Multi-Financial Securities Corporation.
www.smc.org

▼ DB FEATURE

Proceed With Caution: High Stress Levels Ahead!
by Julia M. Rahn, Ph.D.

Are you one of many individuals who have read good articles on how to manage stress? Do you say to yourself, “yes this makes sense and I should practice some of those techniques?” Maybe you have even tried for a minute or two or a full day to keep the suggestions alive. Nonetheless, somehow life keeps happening and your attempts at stress management fall to the end of the priority list. You say to yourself, “When I have time, I will try again.”
he fact is this is a common experience for most professionals even though everyone knows that unmanaged stress is never a good thing. Decreased productivity, poor co-worker relations, increased absenteeism due to needing a “mental health day” or to take care of a physical illness are just a few of the red flag consequences of unmanaged stress. All of these negative outcomes originate from

T

“Do you know your stress level?”
– Dr. Julia Rahn

individuals not taking care of themselves when stress levels begin to increase but wait until their stress is at Level Red to do something about it. Time and energy are then spent managing the consequence of high stress levels, often causing more stress and more negative consequences. Imagine the positive outcomes if everyone knew their individual stress
SMC: Where Pennsylania Businesses Go to Grow

signs (Yellow Flags) and did just one or two small behaviors to counteract crashing into Level Red? Not only would productivity and intra-office relations improve, but bothersome mental and physical health symptoms would also decrease. Before anyone attempts to change behavior, however, they must know their own Yellow Flags that indicate danger zone ahead. Here are some known and little known Yellow Flags indicating a crash is impending: ■ Early morning (3 or 4 a.m.) awakening. ■ Eating that “oh I shouldn’t” piece of candy found in your coworker’s candy dish. ■ Feeling on edge most of the day. ■ Feeling like you are walking through molasses on your way to work. ■ Hitting the snooze button 10-15 times each morning. ■ Procrastinating on important projects. ■ Drinking that “oh I shouldn’t” extra glass of wine at night. Once these signs are acknowledged there are many proven techniques to

prevent Level Red breakdown that also gives you a better chance at managing your stress, come out of it feeling healthy, productive, and empowered. Here are five techniques you or your employees could actually do, starting today, often with immediately stress reducing results. Remember to Breathe. Breathe by directing air into your diaphragm and extending your belly, then hold it a second or two, and then slowly let all of the air out of your mouth or nose. Repeat 3-5 times. Breathing in this way will help slow your thoughts down, clear your mind, and get more oxygen into your system to help you work more effectively. Say a simple mantra to yours e l f . No you don’t have OCD (Obsessive Compulsive Disorder), if you repeat over and over “yes I can,”— “I can stay calm,” or “stress is manageable.” You can also pick words that are meaningful just to you. This strategy really works to start changing negative self-talk into productive self-talk. Take a walk around the block. It will help your mind switch tracks from focusing on the problem to figuring out a solution. To stay in solutionfocused mode, it is believed that exercising at least 20 minutes a day will keep those neurons firing productively.
(Continued on page 19)

DYNAMIC BUSINESS | NOVEMBER 2008

13

▼ DB FEATURE

How to ”Green” Your Business
by Susan Meredith

hen our son Ian first started riding a bike, he was a bit reluctant. He watched other people do it, talked about it, was interested in how the equipment worked, but wasn’t so sure he was ready. An early incident didn’t help matters. Ian was just starting to feel comfortable when he sailed down a hill, careening on one training wheel while he wobbled the front wheel back and forth trying to regain control. He didn’t know how to use his brakes and eventually toppled. Ian had pads on and wasn’t physically hurt, but his confidence was shaken. He figured he would leave bikes alone and let other people ride them. Ian’s experience is a lot like how many of us approach ”green.” Watching, listening, talking, interested, but not really pushing off into it yet. Hearing about mercury in compact fluorescent light bulbs leaves our confidence shaken. Is it going to do us harm? Maybe we’ll leave it alone and let someone else do it. The old analogy about bike riding is true though; you can read about it all you want, you can watch others, but until you try for yourself, you really can’t know how to do it and you can’t gain the benefits. And there definitely are benefits to greening our businesses on a personal level and collective level, as well as organizationally - saving energy saves money.
14 NOVEMBER 2008 | DYNAMIC BUSINESS

W

If you reduce the amount of paper you use, you reduce the amount you have to buy. If you reduce the amount of travel and transportation, you reduce the travel costs. If you improve the efficiency of your light bulbs or turn them off when not in use, you reduce the amount of electricity you have to buy. We went back to the Chicago area recently to visit family. There were

“Converting to ‘green’ is a lot like learning to ride a bicycle.”
– Susan Meredith

bike riders everywhere - the fit and the flabby, the wildly carefree racers, the white haired retirees, and the serious riders on their way to work. The hilly landscape in Austin, Texas is a lot different than the flat streets of Chicago suburbia. It’s different riding on gravel than pavement. The environment makes a difference. Again, it’s like making the green transition. The weather affects the appropriate solutions for greening your offices and other facilities. For instance, in colder climates you want to use designs, materials, and habits that

encourage heat to enter the buildings. In warmer climates, you want to keep the heat out. In all cases, you want to minimize the heat transferring in and out unintentionally. The social environments make a difference on how accepted and expected a green existence is. Peer pressure makes a difference. Media coverage in your area makes a difference. Attitude is important. A gloom and doom feeling is not very inspiring. Focusing on problems and fear freezes action. Focusing on solutions and success motivates and moves us. The Chicago trip inspired Ian to venture out around his hometown. He started out with a death grip on the handlebars and needed a push to get going. He focused on every obstacle within 20 feet, sure he was going to fall victim to it. But he kept going. He began to notice how little changes in the way he moved made big differences in how smoothly the ride went. At the end, he was riding leisurely, looking around at the dogs, the lake, the boaters, confident and proud, truly enjoying the ride. Like anything, it gets easier when you get into motion. If you’re hesitant about becoming a green business, find someone to give you a push. You’ll find it’s fun to play the game of energy efficiency. ”What if we kept the temperature one degree different - would we notice the difference and how much energy would it
www.smc.org

save? I wonder how few lights we can use? How about if we stagger work hours so employees could avoid rush hour traffic and use less gas on their commute? What if we allowed more telecommuting? How about if we used teleconferencing in place of some of our business travel? How can we reduce paper waste and other waste? I wonder how much energy we’d save if we installed motion sensors in the bathrooms?” To really understand the impact, you should track the changes as business process improvement projects. Or not. Just the fact that you play the game will get you saving and improving and making a difference. No matter what size your business is, everyone can contribute to making a greener office environment by simply starting small. Each small movement will make everyone more comfortable with bigger steps. For instance, changing our lightbulbs, in the office or at home, is relatively simple and inexpensive to do. It’s like taking that first push on the bike - you’re on your way. Have a lightbulb smashing party for the old bulbs, signifying the company’s commitment to being a green business. Don’t smash the new bulbs though! About that mercury: if a compact fluorescent bulb breaks, treat it like the mercury from those old thermometers - make sure to clean it up thoroughly. Treat broken or burned out bulbs as hazardous waste - put them in a bag and put them out with other hazardous wastes. When you bring those to the hazardous waste recycling center, bring the bulbs, too. It’s really not that big a deal. Computers generate lots of heat and provide lots of opportunities for energy savings. Make sure defaults are set to standby or hibernate when idle; screensavers still use energy! Encourage staff members to start the habit of turning computers off when going home or leaving the office for an extended period. Consider using power strips to shut down all electronics completely. When you’re ready to move onto bigger projects, your computer netSMC: Where Pennsylania Businesses Go to Grow

works are a good place to look. Get more efficient equipment, energy efficient chillers for data centers and check into computer power management for large-scale networks. In other areas, think about using solar water heaters, acquiring your own energy storage to take advantage of off-peak electricity prices, and xeriscaping the grounds to reduce the water usage. Use alternative fuels and alternative vehicles for company vehicles. For those with dedicated routes, see if fully electric vehicles will do the job. Share your research with other companies so they can benefit,

too. Knowledge dissipates fear, so continually educate yourself and your employees. Knowing you’re contributing to the solution just feels good! Like riding a bicycle. ▼
Editor’s Note: Susan Meredith is an engineer, MBA graduate and founder of HumanExcel, a corporate educational firm that helps organizations improve efficiency, reduce waste, and save energy. Her forthcoming book, ”Beyond Lightbulbs: Lighting the Way to Smarter Energy Management,” provides insights based on years of research on the innovative ways consumers, companies, and government organizations can reduce energy consumption and dependence on oil, and curb global warming. Susan’s expertise includes global, personal, and organizational energy management. For more information visit: www.HumanExcel.com or call: 512.326.9300.
DYNAMIC BUSINESS | NOVEMBER 2008 15

▼ DB FEATURE

®
Making A Mark!
by Carol Desmond
What is a trademark?
A trademark is a sign capable of distinguishing the goods or services produced or provided by one enterprise from those of other enterprises. Any distinctive words, letters, numerals, drawings, pictures, shapes, colors logotypes, labels or combinations used to distinguish goods or services may be considered a trademark. In some countries, advertising slogans are also considered trademarks and may be registered as such at national trademark offices. An increasing number of countries also allow for the registration of less traditional forms of trademarks such as single colors, threedimensional designs [shapes of products or packaging], audible signs [sounds] or olfactory signs [smells]. However, many countries have set limits on what can be registered as a trademark, generally only allowing for signs that are visually perceptible or can be represented graphically. Examples: 1. Trademarks: Microsoft; Froot Loops; Ford (these are products or goods). 2. Service marks: Blockbuster; McDonalds; Kinkos (these are services). 3. Logotypes: CBS eye in a circle; Apple Computer’s Apple; Nike Swoosh. 4. Color Marks: Kodak yellow packaging; Howard Johnson red roof; Owens-Corning pink fiberglass insulation. 5. Trade Dress: Coca Cola bottle shape; Banana Republic decorating motif; Pillsbury Doughboy. 6. Slogans: Microsoft’s ”Where Do You Want To Go Today?” — IBM’s ”Solutions For A Small Planet” — Clairol’s ”Hair Color So Natural Only Her Hairdresser Knows For Sure.” 7. Sounds: MGM’S lion roar; Harley Davidson’s motorcycle exhaust sound; NBC’s chimes. 8. Collective Marks: ILGWU (International Ladies’ Garment
16

Workers’ Union); GSA (Girls Scouts Of America); AAA (American Automobile Association). 9. Certification Marks: Good Housekeeping Seal Of Approval; Harris Tweeds; Roquefort Cheese.

What are trademarks for?

The main function of a trademark is to enable consumers to identify a product [whether goods or service] of a particular company so as to distinguish it from other identical or similar products provided by competitors. Consumers who are satisfied with a given product are likely to buy or use the product again in the future. For this, they need to be able to distinguish easily between identical or similar products. By enabling companies to differentiate themselves and their products from those of the competition, trademarks play a powerful role in the branding and marketing strategies of companies. The image and reputation of a company create trust, which is the basis for establishing a loyal clientele and enhancing a company’s

tion. The Value of Trademarks: A carefully selected and nurtured trademark is a valuable business asset for most companies. For some, it may be the most valuable asset they own. Estimates of the value of some of the world’s most famous trademarks such as Coca-Cola or IBM exceed $70 billion each.

Why should your company protect trademarks and service marks?
While most businesses realize the importance of using trademarks to differentiate their products/services from those of their competitors, not all realize the importance of protecting them through registration. Registration, under the relevant U.S. trademark law, gives your company the exclusive right to prevent others from marketing identical or similar products/services under the same or a confusingly similar mark. Without trademark registration, your investments in marketing a product or service may become wasteful because rival companies may use the same or a confusingly similar trademark for identical or similar products/services. If a competitor adopts a similar or identical trademark, customers could be misled into buying the competitor’s product/service thinking it is your company’s product/service. This could not only decrease your company’s profits and confuse your customers, but may also damage the reputation and image of your company, particularly if the rival product/service is of inferior quality. Given the value of trademarks and the importance that a trademark may have in determining the success of a business in the marketplace, it is critical to make sure that it is registered in the relevant markets. In addition, a registered trademark may be licensed to other companies, thus providing an additional source of revenue for your company, or may be the basis for a franchising agreement.
www.smc.org

“An Introduction to Trademarks for Small and Medium-Sized Enterprises.”
– Carol Desmond

goodwill. Consumers often develop an emotional attachment to certain trademarks based on a set of desired qualities or features embodied in the products bearing such marks. Trademarks also provide an incentive for companies to invest in maintaining or improving the quality of their products in order to ensure that products bearing their trademark have a positive reputa-

NOVEMBER 2008 | DYNAMIC BUSINESS

On occasion, a registered trademark with a good reputation among consumers may also be used to obtain funding from financing institutions that are increasingly aware of the importance of brands for business success.

How can your company protect its trademarks and service marks?
Trademark protection can be obtained through registration and, in some countries also through use. Even where trademarks can be protected through use, you are well advised to register the trademark by filing the appropriate application. Registering a trademark will provide stronger protection, particularly in case of conflict with an identical or confusingly similar mark.

Is the registration of the business name of your company sufficient?
Many people believe that by registering their business and its trade name at the state business registry, the name is

automatically protected as a trademark. This is a rather common misconception! It is important to understand the difference between trade names and trademarks. A trade name is the full name of your business, such as ”Blackmark International Inc.” and it identifies your company. It often ends with Inc., Corp., LLC, or Ltd. or other similar abbreviations that denote the legal character of the company. A trademark, however, is the sign that distinguishes the product/service of your company. A company may have various trademarks. For instance, Blackmark International, Inc. may sell one of its products as BLACKMARK but another as REDMARK. Companies may use a specific trademark to identify all their products/services, a particular range of products/services, or one specific type of product/service. Some companies may also use their trade name, or a part of it, as a trademark and should, in that case register it as a trademark.

Five point checklist for selecting a trademark: ✓ Check that your trademark of choice meets all the legal requirements for registration; ✓ Conduct a trademark search to make sure that it is not identical or confusingly similar to an existing trademark; ✓ Make sure the trademark is easy to read, write, spell, and remember and is suitable to all types of advertising media; ✓ Make sure the mark does not have any undesired connotations in your own language or of any of the languages of potential export markets; ✓ Check that the corresponding domain name [i.e. Internet address] is available for registration. ▼
Editor’s Note: Carol Desmond is president of Trademarks To Go, Inc., a company that helps businesses and individuals cut through the confusion and red tape involved in protecting themselves from infringement on their brand, name, logo, or whatever else they have developed that identifies their unique product or service. For further information, call 914.220.5474 or e-mail [email protected].

PRINT! BIND! MAIL!
SMC: Where Pennsylania Businesses Go to Grow

Multiple services... One reliable vendor.
In-house perfect-binding, mailing, poly-bagging, specialty gluing (remoistable, fugitive & cold glue), tipping-on and more! Western PA’s true one-stop-shop Save time – Save money

2500 Jane Street • Pittsburgh, PA 15203 • 412.488.3800 www.fiprint.com

DYNAMIC BUSINESS | NOVEMBER 2008

17

SMCNEWS
Insurance Corner

Exercise Your Mind
The dog ran. The dog barked. The dog raced. What else did the dog do?

T

hat may seem like a silly question. But the act of thinking up verbs to go with nouns pumps extra blood into your brain, according to brain scans. Getting more blood to the brain is an important way to counteract the effects of aging. If there’s one general thing that happens as people age, it’s that they show decreased cerebral blood flow in certain areas. If you can increase the blood flow, then the neurons will be better nourished. There are many exercises designed to increase cerebral blood flow exercises, such as the process of adding verbs to several nouns. There’s also serial subtracting. That involves beginning with a number such as 900, and then subtracting any number from it – say seven. So you get 893, and then you subtract seven from that to get 886 … and so forth. The exercises include visualizing, which stimulates a different part of the brain. For example, one exercise asks listeners to visualize a schoolroom from childhood. Doing the exercises is great, but just doing something novel is good for your brain, too. That’s because as you age, a percentage of your brain’s neurons die. You can still create new dendrites, however. They are the connections between the neurons. They grow from neurons, like branches grow from a tree, when you do brain exercises or just think or see new things. The dentritic networks make a model to comprehend those things. So your goal is to make more dendrites. They are as vital to mental dexterity as phone

lines are to phone networks. If you keep changing the input, the brain keeps adding more networks. The stranger, the better and the more novel, the better. Getting physical exercise and eating low-fat foods are important, too, for their benefits to the rest of the body certainly apply to the brain. The chemistry of the brain is complex, and does not necessarily improve with age. For example, over the years, stress produces cortisol, which damages the glial cells that provide nutrients to the neurons in your hippocampus, a part of the brain. Your hippocampus helps handle, among other things, short-term memory. But, it’s wrong to assume that old people can’t compensate for those physical changes. There is evidence from studies in other countries that some memory deficits in older Americans may be a self-fulfilling prophecy.

Our culture expects older people to have shortterm memory loss, and so they do. In China, older individuals are respected, and do not show the same memory problems. Research by a Harvard scientist showed that presenting older people with subliminal positive words and phrases regarding effective memory actually increased their scores on memory tests. So older folks can keep their minds sharp, even if they can’t do everything they could when they were 17. It’s also important for older people to have lots of activities, including frequent socializing with others. Consider taking up hobbies, or a challenging volunteer position. Interact with others on the Internet, but get out with real people, too. ▼
Source: EAP Solutions and Life Advantages, LLC.

18

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

Human Resources Report

Being a WellLoved Boss
by Paul Facella

I

f you're a manager, supervisor, department head, senior executive, or business owner, it's more important to be respected than to be loved. But here's a secret: You can be both. Being a well-loved boss isn't about developing a cult of personality. In fact, you don't have to have fantastic people skills to win over employees. What you do need is a commitment to make connection - real connection - with the people who work under you. That means getting to know their challenges, their work style, their stressors, and their role in the overall functioning of your company. It also means noticing them, acknowledging them, and listening to them. Having worked at McDonald's Corporation for 34 years -- starting as a grill man and working my way up to regional vice president of the New York region, with more than $600 million in sales annually — I learned from some of the world's most legendary leaders. From late founder Ray Kroc, former CEO Fred Turner, and former president Ed Rensi, I learned what it means to earn the love and respect of employees. Here are some tried-and-true ways to make that all-important connection with your staff and employees. Be on the other end of the phone. At McDonald's, even today, any employee can phone the CEO and get a call back within 24
High Stress (Continued from page 13)

hours if he's unable to take the call. That kind of access lets your employees know you care. Keep the door open. McDonald's headquarters in Oak Brook, Illinois, was built without walls or doors. Although that may be physically impossible at your company, having an "open door" policy isn't. An open door says, "I'm here for you." Start an ombudsman program. If you don't have one already, set up a process by which employees can air complaints to an unbiased party who does not report to anyone in the company — even executive management. Make friends — yes, friends — with coworkers. In their book, First, Break All the Rules, authors Buckingham and Coffman, after interviewing more than 80,000 managers, concluded that the most effective managers were those who build personal relationships with their people. Why? Because true friends won't be yes-men. They'll tell you when you're off track and give you genuine feedback. Making friends with direct reports may not be the best idea, although there is nothing wrong with doing so if you keep them focused on performance outcomes. Work alongside your front-line people. Commit to spending regular quality time with customers and staff members who interact with them every day. You will learn from them, and they can learn a great deal by watching you. This is great practice, if being a "people person" doesn't come naturally to you, in relating to and chatting about the very real issues and problems your people face very day. Don't get too big for your britches. Seek out and develop a network of individuals whom you can rely on for good feedback and advice. Don't react and don't be defensive. Listen to what they have to say. Stay conscious of your image. The

essence of a good relationship is to ask yourself: "Do I enjoy being around this person?" Now ask yourself, "Do I make it enjoyable for my people to be around me?" Be in the thick of things. Whether it's holiday time in retail businesses, dinner rush in the restaurant industry, or quarterlies in the financial sector, take a tour of your facilities when your people are in the thick of their most stressful times. This is a huge morale booster for them, and you may just learn a thing or two. Set an example. Whether it's by having an immaculate office, answering e-mails promptly, knowing people's first names, or walking to work, your behavior is being watched. Your people view you as a role model. Being an inspiring and positive role model will win you friends, admirers, and loyal employees. Be consistent. A true leader is able to be honest with others and hold everyone to the same standard. If you notice that one of your managers is a poor performer but don't deal with it, you will lose the respect of your employees. Remember: Not every competent leader is well loved by his or her employees — only the best ones are. ▼
Editor’s Note: This month’s guest author is Paul Facella, CEO of Inside Management (www.inside-management.com), a nationally recognized group of resultsoriented senior consultants with expertise in every facet of business and commerce. A 34-year veteran and former executive at McDonald's Corporation, he is author of Everything I Know about Business I Learned at McDonald's (November 2008, McGraw-Hill).
Dynamic Business readers should contact Eileen Petrone, SMC’s manager of Human Resources for HR help and advice via e-mail, [email protected]. For answers to your HR questions, e-mail [email protected] or phone. 1.800.553.3260.

Complete a mini Progressive Muscle Relaxation protocol at your desk. Pick various muscle tensing activities, such as pointing your toes toward head, clenching your fists, and raising your shoulders to your ears. Separately, tighten each muscle grouping for 30 seconds and then release, feeling the difference between tensing and relaxing. Once you stop tensing, your body wants to relax and will assist you in helping these specific muscles to relax, which also promotes overall body and mind relaxation. Draw circles. By any chance do you find yourself getting frustrated while sitting in a meeting and are not in the mood to think positively, can’t leave and go for a walk, and have already tried the breathing and are still frustrated? One last resort before blowing your cool is to just take your pen to paper and draw circles. The process of actively doing something in your control plus the symbolic representation of the circle (i.e. wholeness and completeness) should be enough to get you through to the end of the

meeting. Of course, after the meeting it is suggested you take a walk, remembering to breathe deeply in order to process out the built up stress effects from the meeting. As you can see, stress management can be simple. Now that you know these five helpful stress management techniques, you only have one decision to make. You can either commit to a few minutes a day of conscious practice of these stress management techniques or you can continue to avoid acknowledging your Yellow Flags that indicate you are not managing your stress levels. You have a choice to stay healthy and happy in the fast lane with green lights ahead or crash and burn from hitting stress alert - Level Red and suffering through the related consequences. It is your choice. Please choose wisely. ▼
Editor’s Note: Dr. Julia M. Rahn is a clinical psychologist and founder of Flourish Studios™ – a multi-faceted learning center. In addition to running Flourish Studios™ and working individually as a therapist with her clients, she is a speaker and consultant. To find out more about Dr. Julia and Flourish Studios™, please visit www.icanflourish.com or call 773.281.8130.

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

19

SMCNEWS
Legislative Report

Political Games — How Wars Are Won and Lost
by Eileen Anderson

“People who respect laws and sausage should watch neither being made.”
Q. What is the emotion felt when a critical piece of legislation to reauthorize the PA Health Care Cost Containment Council (PHC4) is scuttled because our state leaders spend more time playing brinksmanship than working to get things done? A. Outrage. The Governor signed many bills into law, but this session will be remembered more for what it didn’t pass: MCARE malpractice premium subsidies for physicians and hospitals and most important to SMC, Reauthorization of PHC4. MCARE is a fund to keep physicians in Pennsylvania by subsidizing medical malpractice insurance premiums, which are excessive compared to other states, and was on track to expire March 31. PHC4‘s enabling legislation was set to expire June 30 unless reauthorized by the General assembly and Governor. PHC4 is an important tool to control the spiraling growth of health care costs. Since 1986 PHC4 has been a national leader in collecting, analyzing, and publishing data about the cost and quality of health care. They have been issuing reports, comparing hospitals in terms of their profits, their infection rates, etc. and they have produced dramatic reports illustrating how widely payments vary among different hospitals for doing the same procedure, same outcome. This kind of information is critical for health care reform in Pennsylvania.

A. Short Answer - Governor Rendell and legislative leaders failed to reach a consensus on health care for the uninsured primarily because of a disagreement over the cost of the program and the source of the funding. Unfortunately, MCARE medical malpractice subsidies and reauthorization of PHC4 were caught in the middle of the battle. The Governor and House refused to continue the MCARE subsidy without passage of his health insurance plan because they wanted surplus money from the MCARE fund used to cover the uninsured. The Senate refused to pass the health insurance legislation or to reauthorize PHC4 without an agreement from the administration to extend the MCARE subsidy for physicians. B. Long Answer - In a senseless game of brinkmanship the agency critical to health care reform in Pennsylvania will be out of business as of November 30. Everyone lost except for the powerful hospital association, which has been trying to get rid of PHC4 for years. Reauthorization of PHC4 has been a central component of SMC’s health care agenda. March 2008 - Our push to reauthorize began last spring. Several health care reform bills were brought to the floor by House Democrats, including Governor Rendell’s Cover All Pennsylvanians and PHC4 Reauthorization, whose enabling legislation at that time was set to expire June 30. SMC urged House lawmakers to reauthorize PHC4. In December, the Governor said that if his major expansion of state subsidized health insurance was not passed he would not reauthorize MCARE subsidies. The stage was set. MCARE reauthorization became the Governor’s bargaining chip and lever to force action by the legislature on his plan to cover the uninsured. The House Democrats’ revised and passed Governor Rendell’s insurance plan and the bill went to the Senate and stalled. Governor Rendell made good on his December threat to stop paying malpractice insurance premiums for doctors on March 31. The PHC4 reauthorization bill did not come to a vote in March. May /June 2008 - SMC members visited the offices of more than 50 legislators in an effort to build support for the PHC4 Reauthorization since the June 30 deadline was quickly approaching. We urged the Senate to support PHC4 and encouraged members to contact their legislators. Prior to June 30, the House reauthorized PHC4 for another 10 years. The Senate reauthorized it for five years and added an MCARE subsidy amendment onto the bill to help the physicians and hospitals, unanimously approved the legislation, and sent it to the House.

When lawmakers have a problem getting a piece of legislation acted on, it is a common tactic to attach it as an amendment to a piece of legislation that is a sure bet and absolutely has to pass. This was the Senate’s strategy to get MCARE separated from the Governor’s insurance plan. Only this time it backfired. The Governor, who was not opposed to any of the three initiatives, threatened a veto because it jeopardized his insurance bill, and the House Democrats refused to bring the Senate bill to a vote. The Governor and House Democrats arrived at a classic stalemate with the Senate over legislation to reauthorize the agency. In a roller coaster week, the Governor abruptly shuttered PHC4 offices on June 30. On July 9, after the legislation appeared to be dead, the Governor issued an Executive Order putting PHC4 back in business through November 30. Lawmakers broke for summer recess. September/October 2008 - SMC and members once again pushed for passage of the two PHC4 reauthorization bills in the House awaiting a final vote. Now lawmakers had to pass the Governor’s health insurance plan in order to assure passage of the MCARE subsidy and Reauthorization of PHC4. Ultimately they were unable to agree on the revised health insurance plan. In a terrible game of one upsmanship and hostage-taking everyone ended up losing….the public, purchasers and consumers who lost their ability to make better and more informed health care decisions that restrain costs and save lives, SMC companies, physicians, and PHC4. The renowned state agency so critical to health care reform in Pennsylvania will close on November 30 absent any executive action by the Governor. ▼
Editor’s Note: Eileen Anderson is vice president of Red Clay Tile Works, an SMC member-company, and SMC’s Government Relations manager. She can be reached via email [email protected] or by phone 412.342.1606.

Special Meeting on Workforce Development
with Representative Mike Turzai
Tuesday, November 25, 2008 The Chadwick Richard Road, One Wexford Square Wexford, PA Time: 9:00 – 11:00 A.M. By reservation ONLY; No Walk-Ins R.S.V.P. www.smc.org
Join us for breakfast and a roundtable discussion of manufacturers’ workforce issues with Representative Turzai, members of the PA House of Representatives GOP Policy Committee, and experts in workforce development.

Q. It is unthinkable that PHC4 reauthorization legislation that passed both Houses unanimously by votes of 50-0, 201-0, was stopped dead in its tracks. How did it happen?

20

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

News for Manufacturers
by Carol Winterhalter

Central Region News
by Lois A. Snell
Editor’s Note: Lois A. Snell is a Member Services manager, SMC Business Councils, in the Central Region office. Call Toll Free 877.762.4748 or e-mail [email protected].

Coming Next Month – “The Business Quick Guide”

A

t many meetings this year, the Manufacturing Committee expressed frustration that they could not find a comprehensive listing of funding sources available for workforce training and other business development programs. Several years ago, the Southwestern Pennsylvania Entrepreneurial Assistance Network published a quick reference guide of business related, not-for-profit assistance agencies that provided these services. That comprehensive guide is now out of print and no longer available. SMC staff approached network members – The Duquesne University Small Business Development Center and the Pittsburgh Regional Alliance – about forming a partnership to recreate this document and bring it up-to-date; we have been working on this project since May and are now in the final stages of completion. Next month the re-titled “Business Quick Guide” will be a part of this magazine and will identify not-for-profit organizations whose missions include assistance to existing and prospective businesses. In it you’ll find listings for more than 150 agencies serving Southwestern Pennsylvania including Allegheny, Armstrong, Beaver, Butler, Fayette, Greene, Indiana, Lawrence, Washington, and Westmoreland Counties. The intended use of the “Business Quick Guide” is to provide a quick reference of agencies that offer the most services with the least number of calls required from the inquiring individual. The listings have been categorized into four key areas. We offer below a very brief look at what’s contained in each area: ■ Management Assistance – Business Plan Assistance; Market Research; Human Resources ■ Funding Sources – Working Capital; Equipment and Gap Financing; Venture Funding ■ Specialized Services – Technical Assistance; E-Commerce; Education & Workforce Training. ■ Business/Trade Organizations - Industry Information; Insurance; Incubator Facilities ▼

Attention SMC members with Capital BlueCross medical insurance!

A

s a reminder, our renewal date has changed. Member companies that used to renew every November will now renew on March 1, 2009. This affects those member-companies that receive a monthly insurance invoice from the SMC Service Center. Look for more information early in 2009!

Mark Your Calendar!
Wednesday, December 3, 2008

Holiday Mixer
Duke’s Riverside Bar & Grille Wormleysburg, PA 5:00 – 7:00 p.m. Cost: $5 per person for SMC members and their guests SMC's annual Mixer will feature appetizers, drinks, and good cheer as we celebrate the Holiday Season. Saturday, January 17, 2009

Special Program — “The New Energy Economy”

SMC Hockey Mixer
The Giant Center Hershey, PA Dinner – 5:30 p.m. Game – 7:00 p.m. Cost: $36 per person for SMC members and their guests Come out and cheer for the Hershey Bears as they take on their archrival, the Philadelphia Phantoms. Enjoy a great buffet dinner in a private room that overlooks the hockey rink. After dinner, enjoy the game from your fantastic floor seats. To make reservations for both events, please email [email protected]. ▼

I

magine a world without lights, without television and radio, without industry, without cars and trucks – without energy. Our society would come to a halt. It has been taken for granted for decades that energy is plentiful and cheap, but that situation is changing. Pennsylvania has the potential to be a major center of the energy industry moving forward, but only if it has the workforce to carry it there. The Advanced Manufacturing Career Collaborative will present a program on Thursday, November 13, 2008, at the Penn State Greater Allegheny Student Community Center, Ostermayer Room, 4000 University Drive, McKeesport, PA, from 9:00 a.m. to Noon. You are invited to come and learn about this new economy. For directions to the campus: http://www.ga.psu.edu/Information/19324.htm?cn716. For additional information, contact Marisol Wandiga at New Century Careers, e-mail:[email protected]. ▼
Editor’s Note: Carol Winterhalter is staff liaison to the Manufacturing Council and advertising manger of Dynamic Business. She can be reached via e-mail, [email protected].

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

21

SMCNEWS
▼ PEAK PERFORMANCE SELLING

Understanding the Decision Process in a Complex Sale
by John Rosso

In a complex sale one of the most complicated tasks is uncovering the prospect’s decision-making process. In a software or services sale, 65 percent of all “losses” fall into the category of the client taking no action whatsoever. Yet sales people may have invested thousands in the sales process — including phone calls, visits, web demos, proofs of concept, and multiple iterations of proposals.
I have routinely run sales workshops with 20 very bright and capable individuals who collaborated for 15-20 minutes, brainstorming every possible decision making process question and still missed 3-4 crucial ones. They simply had no organized way to collect the information. Here’s my advice. Take a look at the client’s decision-making process as a series of steps. The first step includes a broad understanding of the process, as opposed to just the specific people involved. These are questions like, “In the past when ABC Company went about justifying a new application in the budget range of $500K, help me understand, what were the steps of the process?” Pay attention not only to the steps, but also to the intermediate decisions to be made at each step. And don’t have “happy ears” – if the prospect did not mention a step that should have been included ask for example, “I didn’t hear you mention any involvement from the user community, is this for a reason?” Once you understand the steps and the decisions at each step then move into who is involved. This is the “cast of characters” and includes the likes of:

■ ■ ■ ■ ■ ■ ■ ■ ■

The ultimate signer. The economic buyer. The technical buyer. The users. The white knight (or your inside sales person). The black knight (or your competitor’s inside sales person). Outside consultants. The competition (including those inside the company). The incumbent.

Next, it’s important to understand the criteria being used in making the decision. When speaking about criteria, always be sure to have the prospect prioritize. An example of a criteria question can sound like, “Let’s suppose I wasn’t invited to participate in the proposal process, and it was just between Competitor A and B. Based upon what you know so far whom would you select? Why? What do you like about them? Why not the other one? What is it that you don’t like about them? Back to A….nobody’s perfect, if A could do anything differently or better, what would it be?” This question not only gets criteria on the table, but also can serve to isolate the true competition.

The next step includes timelines for these decisions. An example. “Let’s suppose the software was up and running and working, when would you want to be live with the user community? What has to happen between now and then to get there?” Besides getting you great information, this timeline frequently adds urgency to the process. Finally do not ignore showstoppers. Showstoppers include questions like: ■ “Is doing nothing an option?” ■ “Is doing it in-house an option?” ■ “Why not stay with the incumbent?” ■ “What if nothing changes?” ■ “What haven’t we discussed that could be a showstopper?” Amateurs frequently bungle away the opportunity to get necessary and important information to truly qualify an opportunity. This gets a “no” after many months and dollars have been invested. The professional gets their “no” upfront. They are looking to close the sale or close the file.
Editor’s Note: John Rosso is president of Peak Performance Management, Inc., a sales force training and development company that helps businesses increase close ratios, increase margins, and shorten selling cycles. For information: www.superiorselling.com or phone 412.928.9933.

22

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

Tuesday, October 7, 2008

Oktoberfest Mixer
Church Brew Works

A Tip of the Hat and Big THANK YOU to: ■ Mixer Sponsor: 3 E Trading ■ Door Prize Sponsor: Church Brew Works

SCENEAT...

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

23

New Members
Pittsburgh and Western Region Admit Medical Testing
Admit Medical Testing Mr Dean A. Carte Drug and Alcohol Testing 3401 Brodhead Road Aliquippa, PA 15001-1280 Phone: 724 770-0710 Fax: 724 770-0609 E-mail: [email protected]

Clearpoint Advisors, LLC
Mr Eric Rader Insurance 2591 Wexford Bayne Road Sewickley, PA 15143 Phone: 412 559-8275

The Gateway Clipper Fleet
Ms Suzanne G. Krug Charters, Cruises, Events, Meetings 350 West Station Square Drive Pittsburgh, PA 15219 Phone: 412 355-7990 Fax: 412 355-7987 E-mail: [email protected] http://www.gatewayclipper.com

Lakeland Dairy Farm
Mr Jeffrey McFarland Dairy Farm 272 Angel Road New Wilmington, PA 16142-1710 Phone: 724 946-3282 Fax: 724 946-8865 E-mail: [email protected]

Corvel Corp.
Mr Joe Renaud Manufacturing 661 Anderson Drive Pittsburgh, PA 15220-2700 Phone: 412 922-4077 Fax: 412 922-4285 E-mail: [email protected]

The Goldman Organization
David Goldman Business and Personal Development Coaching and Speaking P.O. Box 15893 Pittsburgh, PA 15244-0893 Phone: 412 771-7447 Fax: 412 771-7443 E-mail: [email protected] http://www.goldmanorg.com

LaMarca Construction Management, Inc.
Ms Judy Pollack Hospitality and Retail Renovations 526 East Bruceton Road Pittsburgh, PA 15236-4577 Phone: 412 943-1700 Fax: 412 943-1702 E-mail: [email protected]

Allegheny Mortgage Corp.
Mr Terry Johnston Mortgage Banker 2001 Lincoln Way White Oak, PA 15131 Phone: 412 672-8710 E-mail: [email protected]

Dove Contracting, Inc.
Mr Marc Coleman Construction management, General contracting, Retail fixturing/Millwork 302 Bridlewood Court Canonsburg, PA 15317-4924 Phone: 724 678-2499 Fax: 724 746-6807 E-mail: [email protected] http://www.doveconsultinggroup.com

Pete Grosz
Mr Pete Grosz Financial Publishing PMB 124, 4017 Washington Road McMurray, PA 15317-2520 Phone: 724 941-3827 E-mail: [email protected]

Mailing Services of Pittsburgh
Ms Diane Rattay Business mailing 155 Commerce Drive Freedom, PA 15042 Phone: 724 774-3244 Fax: 724 774-6996 E-mail: [email protected]

Alliance Cost Containment
Mr Kevin W. Moore Expense Reduction/Cost Containment Consulting (Alliance Cost Containment) 1845 Menold Court Allison Park, PA 15101-2832 Phone: 412 548-3921 Fax: 412 366-1442 E-mail: [email protected] http://www.alliancecost.com

ELG Metal
Ms Valerie Delmer Scrap 369 River Road McKeesport, PA 15132-3882 Phone: 412 672-9200 E-mail: [email protected]

Gupta Permold Corp.
Mr. L. P. Gupta Contract Manufacturing 234 Lott Road Pittsburgh, PA 15235-4025 Phone: 412 793-3511 Fax: 412 793-1055 http://www.guptapermold.com

Matrix Property Settlement
Mr Blane Puskaric Settlement 2933 Jacks Run Road McKeesport, PA 15131-2544 Phone: 412 664-8000 E-mail: [email protected]

Barr's Insurance
Ms Robyn McMunn-Guth Insurance 257 Seneca Street Oil City, PA 16301-1303 Phone: 814 677-3012 E-mail: [email protected]

Environmental Planning & Design
Ms Susan Simmers Design Firm 100 Ross Street, 5th Floor Pittsburgh, PA 15219-2013 Phone: 412 261-1000 E-mail: [email protected]

Matthews International
Mr Jeffrey Townsend Manufacturing 125 Sisler Street Kingwood, WV 26537-1026 Phone: 304 329-1105 E-mail: [email protected]

Harvest Financial Corp.
Mr Frank D. Ruscetti Two Gateway Center, 17W Pittsburgh, PA 15222 Phone: 412 391-1466 Fax: 412 391-1406

BrandMill
Mr Stephen Wayhart Marketing Consultancy 325 East Main Street, Suite 200 Carnegie, PA 15106-2773 Phone: 412 401-0555 E-mail: [email protected]

Jon P Dzurka ExOne Corp, LLP
Mr Rick Clark Service Organization 8075 Pennsylvania Avenue Irwin, PA 15642-7704 Phone: 724 765-1352 E-mail: [email protected] Mr Jon P. Dzurka Industrial Chemical Supplies 178 Brownsdale Lane Georgetown, PA 15043-1099 Phone: 724 650-6388 Fax: 724 573-4193 E-mail: [email protected]

MetaFitness
Ms Paula Franetti Metabolism-based fitness, techniques & consulting 1036 East End Avenue Pittsburgh, PA 15221-3432 Phone: 412 247-4957 Fax: 412 247-1120 E-mail: [email protected]

Career Development Center
Ms Cheryl S. Finlay, Ph.D. Career Assessment, Vocational testing, Marketing your job campaign, Interview practice, Access to the CDC job bank, Resume writing, Successful interviewing techniques, 5743 Bartlett Street Pittsburgh, PA 15217-1515 Phone: 412 422-5627 Fax: 412 422-9540 E-mail: [email protected]

Fisher & Ludlow
Ms Kimberly Holzer Manufacturing 2000 Corporate Drive Wexford, PA 15090-7611 Phone: 724 934-5309 E-mail: [email protected]

Kennywood Entertainment
Mr John Rodgers Amusement, Theme and Water Parks 4800 Kennywood Blvd. West Mifflin, PA 15122-2316 Phone: 412 461-0500 Fax: 412 461-1825 E-mail: [email protected] http://www.kennywood.com

MJS Foods, Inc.
Mr Mike Walker Grocery Stores 917 Butler Pittsburgh, PA 15223-1303 Phone: 412 487-1460 E-mail: [email protected]

Gateway Financial
Ms Melissa Ippolito Financial 444 Liberty Avenue Pittsburgh, PA 15222-1220 Phone: 412 497-1787 E-mail: [email protected]

Nutrition, Inc.
Mr Don Baker Food service 202 S. Third Street West Newton, PA 15089-1360 Phone: 724 787-7887 E-mail: [email protected]

Klingensmith Healthcare
Mr Kirk Montgomery Healthcare 404 Ford Street Ford City, PA 16226-1230 Phone: 724 763-8889 E-mail: [email protected]

Carnegie Supply Company
Mr Edward Applebaum Hardware Store 528 East Main Street Carnegie, PA 15106-2051 Phone: 412 279-4646

24

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

PTC Alliance
Ms Renee Kerr Steel Tube Manufacturer 605 Wallace Road Ext. Wexford, PA 15090-2629 Phone: 412 299-2644 Fax: 412 299-2629 E-mail: [email protected]

Randi Haimovitz Insurance
Randi Halmovitz Insurance and Financial Products 2713 Murray Avenue Pittsburgh, PA 15217-2419 Phone: 412 697-3560 Fax: 412 697-3564 E-mail: [email protected] http://www.allstate.com

Spa-Nique
Mr Reed Tripp Mobile Day Spa 2492 Richard Road Wexford, PA 15090 Phone: 724 272-5004 E-mail: [email protected] http://www.spa-nique.com

LIA Services, LLC
Mr Robert Gallmann Life Insurance Appraisal and Advisory Services 6551 Windmere Court Harrisburg, PA 17111-6839 Phone: 717 712-4341 Fax: 425 790-4341 E-mail: [email protected] http://www.lifeinsuranceappraisers.com

Patintelligent, LLC
Mr Craig Waller Management Consulting 409 Broad Street Sewickley, PA 15143 Phone: 412 663-1121 Fax: 412 399-1318 E-mail: [email protected] http://www.paintelligent.com

Richard Downey
Mr Richard Downey Specialty Chemicals & Industrial Supplies 2346 Lambeth Drive Pittsburgh, PA 15241-2450 Phone: 412 427-7476 E-mail: [email protected]

Stahl DFC
Mr George Vudrogovic, III Fulfillment Center 1 Stahl Drive Masontown, PA 15461-2585 Phone: 724 583-1176 E-mail: [email protected]

MA Compressor
Mr Mark Lewis Provides Maintenance on Industrial Equipment 10610 Enfield Road Felton, PA 17322-7866 Phone: 717 845-9689

Steel City Wireless
Mr Karl Shandor Wireless Phones & Services 3607 Library Road Pittsburgh, PA 15234-2230 Phone: 412 892-9229 Fax: 412 892-9220 E-mail: [email protected]

Peter Habib & Associates
Mr Joseph Habib Architects 5 Hot Metal Street, Suite 202 Pittsburgh, PA 15203-2354 Phone: 412 432-1120 E-mail: [email protected]

River's Edge Alliance Group, LLC
Mr Scott Mashuda Mergers & Acquisitions, Business Valuations and Business Brokerage. P.O. Box 24553 Pittsburgh, PA 15234-4553 Phone: 440 915-3082 Fax: 412 592-0929 E-mail: [email protected] http://www.riversedgealliance.com

Rick Menet Painting
Mr Rick Menet Painting Contractor 156 Skyline Drive Reading, PA 19606-8531 Phone: 610 621-9390 Fax: 610 779-8473 E-mail: [email protected]

Pittsburgh Property & Casualty
Mr Ed Lomis Insurance 180 Fort Couch Road, Suite 335 Pittsburgh, PA 15241-1024 Phone: 412 854-4111 E-mail: [email protected]

Store Express
Mr Steve Mitnick Storage Units 100 Hafner Avenue Pittsburgh, PA 15223-2225 Phone: 412 449-0123 E-mail: [email protected]

Mt. Pleasant Church of God
Mr Thomas Myers Religion (non-profit) 146 South York Road Dillsburg, PA 17019-9514 Phone: 717 697-2488 E-mail: [email protected] http://www.mtpleasanterc.egge.org

Pony League Baseball
Mr Brent Liberatore Basball/Athletics P.O. Box 255 Washington, PA 15301-0255 Phone: 724 225-1060 E-mail: [email protected]

Robert Morris UniversityCares
Zbigniev Czajkievicz Education research product development funding technology solutions 6001 University Blvd. Moon Township, PA 15108-2574 Phone: 412 397-3692 E-mail: [email protected] http://www.rmu.edu/cares

Tomo Technology, Inc.
Mr Mike Fermica Develop, Manufacture Laser, Cameras To Scan Objects 4156 Kenneth Drive, Suite 200 Gibsonia, PA 15044-5324 Phone: 724 443-8324

The Red Lancers
Mr Charles Robinson Model Soldiers, Sales of antiques, primarily model soldiers 14 Broadway Street Milton, PA 17847-1127 Phone: 570 742-8118 Fax: 570 742-4814 E-mail: [email protected] http://www.redlancers.com

Vocollect F08
Mr Tom Malley Manufacturing 703 Rodi Road Pittsburgh, PA 15235 Phone: 412 349-2510 E-mail: [email protected]

Precision Balance
Mr William Wolkan Small Manufacturing & Fabricating Machine Shop. We have manual and CNC Lathe and Mill capabilities. 300 Valencia Road Evans City, PA 16033-7704 Phone: 724 586-7178 Fax: 724 586-2087 E-mail: [email protected]

Sabika Austrian Crystal Jewelry
Ms Charlotte Kaltenbaugh Stunning, handmade, designer, Swarovski crystal jewelry, made by woman for woman. This is the only direct sale Pittsburgh based jewelry on the market. I am available for home parties, fundraising events, and individual consultant. 113 Beacon Hill Drive Cranberry Township, PA 16066-6801 Phone: 724 584-3666 E-mail: [email protected] http://www.mysabika.com

Warwood Schools
Mr Andy Garber Teaching 150 Viking Drive Wheeling, WV 26003-7028 Phone: 304 243-0394 E-mail: HYPERLINK "mailto:[email protected]" [email protected]

Karen Steyers dba AFLAC
Ms Karen Steyers Insurance Sales 2405 Park Drive, Suite 205 Harrisburg, PA 17110-9313 Phone: 717 234-5100 Fax: 717 234-7271

Quest Fore, Inc.
Mr Ken Cuccinelli Websites, Strategic Planning, Graphic Design, Market Research, Marketing, Public Relations 2100 Wharton Street, Suite 500 Pittsburgh, PA 15203-1972 Phone: 412 381-6670 Fax: 412 381-6680 E-mail: [email protected] http://www.questfore.com

Shults Ford
Ms Linda Sterner Car Dealership 10401 Perry Highway Wexford, PA 15090-9712 Phone: 724 934-2388 E-mail: [email protected]

Harrisburg and Central Region 206 Design
Mr Gregg Sheibley Graphic Design, Advertising, Graphic Art 5264 East Trindle Road Mechanicsburg, PA 17050-3551 Phone: 717 796-9849 Fax: 717 796-9850 E-mail: [email protected]

Congratulations

Quintech Electronics
Mr Robert Allen Electronics 250 Airport Road Indiana, PA 15701-8944 Phone: 724 349-1412 E-mail: [email protected]

Anthony Greco
Salesperson of the Month for July/August 2008

SMC: Where Pennsylania Businesses Go to Grow

DYNAMIC BUSINESS | NOVEMBER 2008

25

ComingEvents
SMC Committee Meetings
Ambassadors/ Membership Committee
Thursday, December 18, 2008 at 12:00 p.m. R.S.V.P.: Gerri Corvino, E-mail [email protected]

Small Business Calendar
Special Event
Wednesday, November 26, 2008

Planning Ahead
Mark These Dates . . . Exciting Details Will Follow Thursday, January 15, 2009

PICPA Thanks for Giving Luncheon
“A Tribute to Myron Cope” Heinz Field, Pittsburgh 11:00 a.m. – 1:30 p.m. Fee: $95 per person R.S.V.P. PICPA’s Western Regional Office 412.261.6966 or [email protected] This event, sponsored by the Pennsylvania Institute of Certified Public Accountants as part of the Pittsburgh 250 Homecoming Weekend, will pay tribute to Pittsburgh’s legendary sports broadcaster and journalist, Myron Cope. Art Rooney, president of the Pittsburgh Steelers will be the featured speaker. Steeler alumni, Pittsburgh sports figures, and local celebrities will share Cope stories and anecdotes. Elizabeth Cope, Myron’s daughter, is the honorary chair of the 2008 Thanks for Giving Luncheon. Net proceeds of the luncheon will benefit the Autism Society of Pittsburgh and Allegheny Valley School.

Post Holiday Mixer for Elected Officials
Sheraton at Station Square 5:30 – 7:30 p.m. Fee: TBD

Benefits Committee
Tuesday, December 16, 2008 at 12:00 p.m. R.S.V.P.: Kim Flowers, E-mail [email protected]

Sunday, February 8, 2009

Communications Committee
Monday, December 15, 2008 at 11:30 a.m. R.S.V.P.: Mary Heindl, E-mail [email protected]

SMC Hockey Game & Gathering
Pittsburgh Penguins vs. Detroit Red Wings 3:00 p.m. Fee: $175 per person for members; $200 per person for non-members R.S.V.P.: www.smc.org

Education Committee
Date to be Determined Information: Eileen Petrone E-mail [email protected]

Thursday, March 12, 2009

Wine Tasting Party
Palate Partners 2013 Penn Avenue - (across from PA Macaroni) 5:00 – 7:00 p.m. Come out and sample Dread Nought Wines Fee: Members: $25 per person until March 5; $35 after that date Non-Members $40 per person

Government Relations Committee
Date to be Determined Information: Eileen Anderson E-mail [email protected]

Tuesday, December 9, 2008

Holiday Mixer
Frick Art Museum and Clayton 5:00 – 8:00 p.m. Fee: TBD Members will enjoy cocktails and hors d’oeuvres in The Frick Art Museum, and tours of Clayton, the Frick Mansion, throughout the evening. The gallery exhibit will feature “A Century of Italian Drawings.” R.S.V.P.: www.smc.org

Manufacturing Committee
Date to be Determined Information: Carol Winterhalter E-mail [email protected] All Committee meetings are held at SMC Headquarters, Westinghouse Research & Technology Park 1382 Beulah Road, Building 801 Pittsburgh, PA 15235
Editors’ Note: SMC Members are cordially invited to attend any meeting of their choice. Committee meetings are held at SMC Headquarters. We ask that you please let us know if you’re planning to attend as food is served. Members in the Central Region can participate via our teleconferencing system. Ask Lois Snell in the Harrisburg office for details. Phone: 877.762.4748 or e-mail [email protected].

Friday, March 20, 2009

E-Magnify “Building a World Class Business” Conference
Westin Convention Center Hotel Full Day Program Information: www.e-magnify.com

YOU are cordially invited to join an SMC Committee . . .
In order to make association service more meaningful to volunteer members who serve on SMC Committees, all future Committee meetings will be restructured so that 40 percent of the meeting will be devoted to association topics and 60 percent of the time will be spent on business topics related to members’ stated interests. Topics could range from the economy to human resources and tax questions, or maybe even advice on how to solve a problem one of the members is having within his/her company. Initially, several Committees have asked their members to submit marketing, financial, or HR problems for group discussion. At the next meeting, the Committee as a whole will brainstorm and discuss the topic with the goal of finding a creative solution to a member’s problem. Just e-mail the staff liaison person listed on the business calendar if you want further information about the duties of each SMC Committee or are interested in participating as a volunteer leader of SMC. We look forward to welcoming you soon.

26

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org

DBMarketplace Coming Attractions
in DYNAMIC BUSINESS

Jim Papariello
Studios, Inc.
412.831-8478
December 2008 Forecast Issue January/February 2009 Banking/Marketing

Ad Space Closing Date Oct. 22 Dec. 19

Artwork Date Due Nov. 4 Jan. 22

SMC ONLINE
Your Site For...
SMC Membership Information; Up-to-date Legislative Reports; Buy and Sell* Notices; Dynamic Business Electronic Edition
CHECK OUT OUR WEBSITE TODAY!

For More Information, Contact CAROL WINTERHALTER, ADVERTISING MANAGER, 412-371-1500, x1611 or [email protected]

www.smc.org

* Call Joe Palermo for details at 412/371-1500.

KEY REASONS TO ADVERTISE IN

DYNAMICBUSINESS
■ Low out-of-pocket cost means an efficient media buy for your business. ■ Both display and classified ad space is available. ■ 81% of our readers are CEOs and Presidents. ■ Over 63% have household incomes over $75,000.

Purchasing Influence
Our Readers purchase over $900 million in goods and services each year: ■ 69% buy health care benefits ■ 67% buy banking services ■ 65% buy printing products ■ 60% buy computers

CALL CAROL WINTERHALTER AT DYNAMIC BUSINESS MAGAZINE

412/371-1500
SMC: Where Pennsylania Businesses Go to Grow DYNAMIC BUSINESS | NOVEMBER 2008 27

▼ LAST WORD

Wall Street Crisis: Six Ways to Manage Employee Concerns About Their 401(k)
by Lynn Unsworth

F

inancial woes on Wall Street lead to more employee concerns about the stability of their retirement plans. Here are a few tips on how employers can help employees maintain confidence in their company and assurance about their benefits plan. Don’t give employees financial advice. Employers can give employees the resources they need to make decisions, but should not give employees advice on selecting stocks and where they should invest their money. Educate employees on their options. Companies should talk with their employees on restrictions and penalties if they want to withdraw money from their 401(k). Employees need to be educated on the mechanics of their plan. Bring in investment advisors to meet with employees. Companies should enlist their plan vendor to work with employees on their individual investment strategies. Employers need to make sure their employees are engaged in a conversation with financial and investment advisors about their 401(k).

Help employees avoid looking at their 401(k) performance every day. Employers need to reinforce to employees that a 401(k) is a long-term investment and help them understand they are investing for retirement. Release a benefits statement to all your employees. Employees often underestimate the value in their hidden paycheck. Employers should share with their employees all the benefits they offer to help them learn the value of their paycheck and what vacation and holidays are worth. Reassure employees that their money is safeguarded. Employers should make sure their employees know their 401(k) is audited and heavily regulated by the Department of Labor and IRS. Employees need to be reassured the money they are investing is segregated from the company’s general operating funds. ▼
Editor’s Note: Lynn Unsworth is regional manager of Capital Associated Industries, Inc., the largest employers’ association in the state of North Carolina. Information: www.capital.org.

▼ COMMENTARY

Inspiring Entrepreneurship - Part III
by Jill Weisbrod
he September and October issues of Dynamic Business detailed the accomplishments of a group of Pennsylvanians (Christian East-African and Equatorial Development Trust) to start a coffee farm in Uganda to create jobs, self-sustaining income, managerial training, and up-lifting enterprise in a suffering third-world country. The result is 40 new jobs, life-giving water wells in numerous villages, the funding of a Village Clinic’s operating theater, and the undertaking of a new bio-diesel project involving a non-food organic product that operates diesel engines. (For the full story, refer to the postgazette.com//pg/08286/918660-28.stm). This is all funded by the sale of premium Ugandan Gold coffee (see UgandanGold.com for a video of the farm and other information). You can help this outstanding outreach project by sending coffee to individuals on your corporate and personal Christmas gifts list this year. We suggest using the gift box illustrated on the website for this purpose. Following is an order form for use when ordering gift boxes. We hope you are inspired and uplifted in your own business by this story. ▼
Editor’s Note: Jill Weisbrod is manager of Ugandan Gold Coffee. Information: www.ugandangold.com.

T

UGANDAN GOLD COFFEE ORDER FORM
Number of gift boxes purchased Orders of 25 or more purchased Number of gift boxes to be mailed __________ __________ __________ @ $ 32/each @ $ 30/each @ $ 9/each* Total $_________ $_________ $_________ $_________

My Name: __________________________________________________________ Organization ________________________________________________________ Address ____________________________________________________________ ____________________________________________________________________ Phone # ____________________________________________________________ E-mail ______________________________________________________________
❏ I will e-mail you the recipients’ addresses in label format by December 1, 2008 for all boxes to be mailed. ❏ I will provide you mailing labels by December 1, 2008 for all boxes to be mailed. Please include your return address on the label.
Make checks payable to: CEED Mail to: CEED Attn: Jill Weisbrod P.O.Box 1362 Wexford, PA 15090

*Any boxes being shipped to Canada will be charged the actual cost. Any Questions? Call Jill Weisbrod at 412-889-6642 or e-mail [email protected]

28

NOVEMBER 2008 | DYNAMIC BUSINESS

www.smc.org