By Heather Gurewitz
Mendocino Women's Business Center Director
Do you tell all your clients and customers how much you drank last weekend? or about your bad break up with a significant other? or about your favorite passage in the bible? If you are using Facebook to promote your business, you need to present a professional image. Depending on your business, personal, religious, or political views MAY not be appropriate. For example, if you are a Christian book store, quoting bible phrases and talking about your spiritual preferences would be a great way to promote your business. But, if you are a local eatery, a mechanic, or another business that serves customers from all religious points of view, you may be alienating some of your clientele. If they delete your posts or have you as a "do not show" you can no longer market to them through Facebook. This goes for political beliefs as well or anything else considered controversial.
Personally, I have two Facebook pages, one for my personal life and one as the Mendocino WBC Director. If you have two separate emails, you can do the same. I keep my personal stuff personal, and my business profile professional. Occasionally on my WBC Facebook Page I see someone write something that I want to comment on, and every time I have to ask myself: "Is it appropriate?" I use the same guidelines to answer this question as I do for what kind of topics I will discuss with people I meet at chamber mixers or an event where I am attending in my professional capacity. Additionally, if I find that some of my professional contacts are writing things that I feel are inappropriate for my professional Facebook page, I mark them as "do not show."
If you are having trouble keeping your business Facebook separate from your personal Facebook account and need help determining your criteria, you should consider giving West Company a call. We can help you take a holistic look at your marketing and decide whether Facebook is an asset or a liability for your business.
Learn more about marketing your business with free web tools at our Zero Budget Marketing Class in Fort Bragg on October 19th from 5:30-8:30pm. Geared toward the service-based business, we will cover blogs, facebook, video and more!
Wednesday, September 15, 2010
Thursday, September 9, 2010
Puttin' on the Green
By Heather Gurewitz
Mendocino Women's Business Center Director
Sustainable business is definitely on my list of personal interests. And by sustainable, I mean businesses that meet the triple bottom line. For those who don't have "sustainability" ingrained into their consciousness, the triple bottom line refers to a society, community, business, or even person, that focuses on balancing financial stability without sacrificing the health of the environment nor social responsibility. Sustainability is something that we as individuals can work towards one day at a time through the lifestyle choices that me make. As businesses, we can work toward sustainability in the suppliers we chose and the practices we use. Sustainability is also something that we can work towards as cities, counties, states, and nations through the policies and laws that we create and enforce.
As an organization, West Company supports all businesses, and focuses on how small and independently owned businesses can be financially sustainable. Consequently supporting social sustainability by creating a strong community with self-sufficiency and wealth. It's up to our clients whether they feel that they wish to pursue the "green" side of the equation, though a strong percentage of them do.
West Company doesn't tell clients what their missions should be, and we don't judge ideas. But we do provide learning opportunities for them to learn about the opportunities available to them. That is one of the reasons we have been helping organize "The North Coast Green Summit" on Thursday, September 16th, 2010 from 8:30am - 5:00pm. It will be a day of education and networking for individuals, businesses, and community leaders interested in learning more about how they can go green.
For more information visit the: http://www.northcoastgreen.org/
We hope to see you there!
Mendocino Women's Business Center Director
Sustainable business is definitely on my list of personal interests. And by sustainable, I mean businesses that meet the triple bottom line. For those who don't have "sustainability" ingrained into their consciousness, the triple bottom line refers to a society, community, business, or even person, that focuses on balancing financial stability without sacrificing the health of the environment nor social responsibility. Sustainability is something that we as individuals can work towards one day at a time through the lifestyle choices that me make. As businesses, we can work toward sustainability in the suppliers we chose and the practices we use. Sustainability is also something that we can work towards as cities, counties, states, and nations through the policies and laws that we create and enforce.
As an organization, West Company supports all businesses, and focuses on how small and independently owned businesses can be financially sustainable. Consequently supporting social sustainability by creating a strong community with self-sufficiency and wealth. It's up to our clients whether they feel that they wish to pursue the "green" side of the equation, though a strong percentage of them do.
West Company doesn't tell clients what their missions should be, and we don't judge ideas. But we do provide learning opportunities for them to learn about the opportunities available to them. That is one of the reasons we have been helping organize "The North Coast Green Summit" on Thursday, September 16th, 2010 from 8:30am - 5:00pm. It will be a day of education and networking for individuals, businesses, and community leaders interested in learning more about how they can go green.
For more information visit the: http://www.northcoastgreen.org/
We hope to see you there!
Thursday, September 2, 2010
Is local business the key to a strong local economy or an income stream for credit card companies?
by Heather Gurewitz
Mendocino WBC Director
Let's look at two scenarios...
1. Pamela opens a retail store. She does not write a business plan, she has no strategy, and she finances most of her expenses with credit cards. Several years later she owes tens of thousands on her credit cards and is still purchasing inventory on credit. Every penny of profit she makes goes directly to paying the interest on her credit card debt. She never has profit to take home because the interest on her credit cards has become so enormous that she can't possibly make enough profit to pay down the debts. She can no longer afford to support any of the other stores in town (unless she uses her personal credit cards) so every dollar spent in her store goes to the suppliers and high interest predatory lenders. Most of her days are devoted to dodging calls from collection agents. She eventually files bankruptcy, closes the store, and gets a job at the burger joint down the street.
2. Pamela opens a retail store. Before doing so, she takes the Building a Better Business Series with West Company and learns how to start and manage a small business. Then, with the assistance of a West Company consultant she writes a business plan that she uses to help her stay on track. Because she has such a great plan she is able to get a micro-loan from an alternative financing organization and she is soon in her own shop. Pamela continues to monitor her financial situation and adjusts her business to the existing conditions. She uses conservative numbers and keeps track of her inventory so that she knows what and how much to buy. She also budgeted a monthly savings amount in case of the tough times. Pamela's prices aren't the lowest, but they are set based on her profit goals and realistic expenses, so that she has a profit that she can take home and use to pay for her personal living expenses, and to support other locally owned stores in the community. She even has enough extra to support community organizations through donations and event contributions. If she continues on this path she expects to hire an employee and create a new job in the community by the end of the next year.
Building our local economy relies on healthy financial practices
Having a healthy business isn't just good for the owner, it's good for the whole community. Many people have a strong desire to "work for themselves." This means building a financial model for your business that works for you. West Company consultants are here to assist entrepreneurs and business owners come up with a strong financial model to strengthen local businesses creating self sufficiency and wealth in our community.
Mendocino WBC Director
Let's look at two scenarios...
1. Pamela opens a retail store. She does not write a business plan, she has no strategy, and she finances most of her expenses with credit cards. Several years later she owes tens of thousands on her credit cards and is still purchasing inventory on credit. Every penny of profit she makes goes directly to paying the interest on her credit card debt. She never has profit to take home because the interest on her credit cards has become so enormous that she can't possibly make enough profit to pay down the debts. She can no longer afford to support any of the other stores in town (unless she uses her personal credit cards) so every dollar spent in her store goes to the suppliers and high interest predatory lenders. Most of her days are devoted to dodging calls from collection agents. She eventually files bankruptcy, closes the store, and gets a job at the burger joint down the street.
2. Pamela opens a retail store. Before doing so, she takes the Building a Better Business Series with West Company and learns how to start and manage a small business. Then, with the assistance of a West Company consultant she writes a business plan that she uses to help her stay on track. Because she has such a great plan she is able to get a micro-loan from an alternative financing organization and she is soon in her own shop. Pamela continues to monitor her financial situation and adjusts her business to the existing conditions. She uses conservative numbers and keeps track of her inventory so that she knows what and how much to buy. She also budgeted a monthly savings amount in case of the tough times. Pamela's prices aren't the lowest, but they are set based on her profit goals and realistic expenses, so that she has a profit that she can take home and use to pay for her personal living expenses, and to support other locally owned stores in the community. She even has enough extra to support community organizations through donations and event contributions. If she continues on this path she expects to hire an employee and create a new job in the community by the end of the next year.
Building our local economy relies on healthy financial practices
Having a healthy business isn't just good for the owner, it's good for the whole community. Many people have a strong desire to "work for themselves." This means building a financial model for your business that works for you. West Company consultants are here to assist entrepreneurs and business owners come up with a strong financial model to strengthen local businesses creating self sufficiency and wealth in our community.
Tuesday, August 24, 2010
Are you combatting your business image?
by Heather Gurewitz
Mendocino Women's Business Center Director
Most businesses spend years developing their image, and just when their business is ready to grow, they find themselves struggling with their original brand. West Company is a good example, initially the Women's Economic Self Sufficiency Training Center, we are constantly having to use our marketing materials to let potential clients know that we not only serve men as well as women, but that we also offer our consulting services to higher level businesses. While we continue to provide services as host to the Mendocino Women's Business Center (WBC), West Company is also host to the Mendocino Small Business Development Center (SBDC), a nationwide program sponsored by the Small Business Administration (SBA) that provides technical assistance to start-up and existing businesses. One of the main goals of the SBDC program is to create jobs and economic impacts in our local economy. There are no income requirements to participate in this program, and while there are fee for trainings, one-on-one consulting is covered by our funders.
Since West Company has expanded services we have been actively marketing our new image as a full-service business assistance organization through a re-vamped website, a Facebook presence, and of course the new and improved West Company blogspot. We also do a lot of on-the-ground marketing by developing relationships and connections with potential clients through chamber mixers, community events, and partnerships with other organizations. Marketing and media technology is changing fast. Does anyone know what will be the next Facebook? West Company stays on top of marketing changes and trends, not only for our own purposes of reaching our clients, but so that we can assist our clients to stay ahead of the curve.
Mendocino Women's Business Center Director
Most businesses spend years developing their image, and just when their business is ready to grow, they find themselves struggling with their original brand. West Company is a good example, initially the Women's Economic Self Sufficiency Training Center, we are constantly having to use our marketing materials to let potential clients know that we not only serve men as well as women, but that we also offer our consulting services to higher level businesses. While we continue to provide services as host to the Mendocino Women's Business Center (WBC), West Company is also host to the Mendocino Small Business Development Center (SBDC), a nationwide program sponsored by the Small Business Administration (SBA) that provides technical assistance to start-up and existing businesses. One of the main goals of the SBDC program is to create jobs and economic impacts in our local economy. There are no income requirements to participate in this program, and while there are fee for trainings, one-on-one consulting is covered by our funders.
Since West Company has expanded services we have been actively marketing our new image as a full-service business assistance organization through a re-vamped website, a Facebook presence, and of course the new and improved West Company blogspot. We also do a lot of on-the-ground marketing by developing relationships and connections with potential clients through chamber mixers, community events, and partnerships with other organizations. Marketing and media technology is changing fast. Does anyone know what will be the next Facebook? West Company stays on top of marketing changes and trends, not only for our own purposes of reaching our clients, but so that we can assist our clients to stay ahead of the curve.
Thursday, August 12, 2010
The easy way up?
By Heather Gurewitz
Mendocino Women's Business Center Director
Once upon a time I was a trail guide in Juneau, Alaska, surrounded by mountains that started at sea level and rose to as low as 3,000 feet in a matter of 1- 2 miles. I remember my first summer there was more than one instance of someone needing to be rescued by helicopters or rescue teams due to unsuspecting tourists climbing up the "hills" with no maps, instructions, or guides. There were a few who made it up, but usually with lots of cuts and bruises from the climb. Most would get stuck on the cliffs and ledges. On the other hand, tourists that had guides or maps and appropriate supplies would safely make it up and down these same mountains. The routes may have been longer, seemingly more difficult, and not as immediately apparent, but people who planned a safe route made it up without broken limbs or hypothermia.
I see people making similar choices in business. There are some that look for the easiest way, but without calculating risk and examining the venture, and there are those that find a path and work hard at building something secure and long lasting. Today's economy is about as treacherous as the mountains in Juneau, but that doesn't mean that there aren't possible ways of creating successful businesses. It does mean, that it requires a more efficient model with a well thought out plan.
Much like scaling a mountain, starting a business is a trek and everyone has their own challenges. Depending on their personal and financial goals, and the type of business, the level of difficulty varies. What West Company does (metaphorically speaking) is help people develop a map of their mountain. We help identify the hazards, the safe routes, and the resources needed for a successful and safe journey. Now, of course, no one knows the future, so we can't predict the unpredictable, but we do help people develop their plans to minimize potential risk.
If you are starting or buying a business in Mendocino or Glenn Counties, you should contact us today to find out about classes and trainings starting this fall. You can also apply online by clicking here!
Mendocino Women's Business Center Director
Once upon a time I was a trail guide in Juneau, Alaska, surrounded by mountains that started at sea level and rose to as low as 3,000 feet in a matter of 1- 2 miles. I remember my first summer there was more than one instance of someone needing to be rescued by helicopters or rescue teams due to unsuspecting tourists climbing up the "hills" with no maps, instructions, or guides. There were a few who made it up, but usually with lots of cuts and bruises from the climb. Most would get stuck on the cliffs and ledges. On the other hand, tourists that had guides or maps and appropriate supplies would safely make it up and down these same mountains. The routes may have been longer, seemingly more difficult, and not as immediately apparent, but people who planned a safe route made it up without broken limbs or hypothermia.
I see people making similar choices in business. There are some that look for the easiest way, but without calculating risk and examining the venture, and there are those that find a path and work hard at building something secure and long lasting. Today's economy is about as treacherous as the mountains in Juneau, but that doesn't mean that there aren't possible ways of creating successful businesses. It does mean, that it requires a more efficient model with a well thought out plan.
Much like scaling a mountain, starting a business is a trek and everyone has their own challenges. Depending on their personal and financial goals, and the type of business, the level of difficulty varies. What West Company does (metaphorically speaking) is help people develop a map of their mountain. We help identify the hazards, the safe routes, and the resources needed for a successful and safe journey. Now, of course, no one knows the future, so we can't predict the unpredictable, but we do help people develop their plans to minimize potential risk.
If you are starting or buying a business in Mendocino or Glenn Counties, you should contact us today to find out about classes and trainings starting this fall. You can also apply online by clicking here!
Thursday, August 5, 2010
West Company Fall Offerings on the Coast
Can't view our video on our blog? Visit our YouTube version.
Tuesday, August 3, 2010
The Toughest Thing....
by Heather Gurewitz
Mendocino Women's Business Center Director for West Company
The other day my boss Pamela asked me, “What the toughest thing about your job?” I had to think about it, but after some thought I realized that the toughest part for me, is the “dream crusher” part. Starting a business or becoming self-employed can be a great thing, but it is not an easy thing. When people come to see me it is my job to help them look at the real issues they will have to face. I have to ask them the tough questions. That means that not everyone likes to hear what I have to say. True, I have many clients that are eternally grateful and appreciative for the knowledge I have shared, which in turn saves them from interminable debt and financial distress, but others, well, they don’t always come back.
Don’t get me wrong, I am a very strong advocate for self-employment and micro-enterprise. Why else would I do what I do? But, there are well thought out ventures, and there are not so well thought out ventures. Choosing self-employment or owning your own business can be extremely rewarding, but it is definitely NOT the easy route.
I grew up in an entrepreneurial household; my father started his own business in 1965 and still runs it today, having grown it from his bedroom to a 5,000 sq. ft. factory in Los Angeles. This means that in addition to my education and professional training, I have a firsthand understanding of what being in business means for your personal and family life. As an employed person I make it a point to try not to take my work home with me, but if you are the business owner, it goes where you go. It will have a huge effect on your personal life.
That’s why West Company always starts with a personal readiness in the first session of our series, “Building a Better Business” series, “Got What it Takes?” In this workshop we cover time management, personal finance, and what it really means to be a business owner, myths debunked. The first time I taught this class I had a student that had previously owned her own business for many years, and honestly, I was terrified; what if she stood up and said, “She’s full of it!” That did not happen. As a matter of fact, the woman came up to me after the workshop and said, “I wish I had taken this class 20 years ago!”
“Got What It Takes” is a three hour intensive look at how owning a business will change your personal life, and whether or not you are ready for that change. This class will be held in Fort Bragg on August 24th from 5:30-8:30pm, in Ukiah on August 31st from 1-4pm, and in Willits from 5-8pm. Click here for more information on West Company workshops.
Mendocino Women's Business Center Director for West Company
The other day my boss Pamela asked me, “What the toughest thing about your job?” I had to think about it, but after some thought I realized that the toughest part for me, is the “dream crusher” part. Starting a business or becoming self-employed can be a great thing, but it is not an easy thing. When people come to see me it is my job to help them look at the real issues they will have to face. I have to ask them the tough questions. That means that not everyone likes to hear what I have to say. True, I have many clients that are eternally grateful and appreciative for the knowledge I have shared, which in turn saves them from interminable debt and financial distress, but others, well, they don’t always come back.
Don’t get me wrong, I am a very strong advocate for self-employment and micro-enterprise. Why else would I do what I do? But, there are well thought out ventures, and there are not so well thought out ventures. Choosing self-employment or owning your own business can be extremely rewarding, but it is definitely NOT the easy route.
I grew up in an entrepreneurial household; my father started his own business in 1965 and still runs it today, having grown it from his bedroom to a 5,000 sq. ft. factory in Los Angeles. This means that in addition to my education and professional training, I have a firsthand understanding of what being in business means for your personal and family life. As an employed person I make it a point to try not to take my work home with me, but if you are the business owner, it goes where you go. It will have a huge effect on your personal life.
That’s why West Company always starts with a personal readiness in the first session of our series, “Building a Better Business” series, “Got What it Takes?” In this workshop we cover time management, personal finance, and what it really means to be a business owner, myths debunked. The first time I taught this class I had a student that had previously owned her own business for many years, and honestly, I was terrified; what if she stood up and said, “She’s full of it!” That did not happen. As a matter of fact, the woman came up to me after the workshop and said, “I wish I had taken this class 20 years ago!”
“Got What It Takes” is a three hour intensive look at how owning a business will change your personal life, and whether or not you are ready for that change. This class will be held in Fort Bragg on August 24th from 5:30-8:30pm, in Ukiah on August 31st from 1-4pm, and in Willits from 5-8pm. Click here for more information on West Company workshops.
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