Working Women Magazine | Summer 2013/14 by Women's Network Australia

Working Women Women’s Network Australia

w w w.w o m e n s n e t w o r k . co m . a u

BUSINESS n SUCCESS n LIFE

SUMMER 2013/14 AUD $8.75

EATING AT WORK how to unzip your fat suit

WOMEN ON TOP assertive or just plain pushy?

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Get ready to package some

conversations that will sky-rocket your sales

punch in 2014

Vital tips for business newbies I S B U S I N E S S S A B OTAG I N G YO U R R E L AT I O N S H I P S ?

Contents Business BUSINESS STRATEGIES Make sure 2014 is your best year yet

Strategic partnerships - Learning to tango

Market research for small business

Why every business needs an exit strategy

BRANDING Packaging a punch

GIRL POWER Femship: the killer of the Queen Bees?

Smashing the glass ceiling

CYBER SAVVY Think of your website as a phone number

Life

COMMUNICATION 7 Strategies to push back without being pushy

Speak easy: the ultimate speaker steps

Do you need a content writer or a copywriter?

How to have happy and healthy relationships

PRODUCTIVITY

From parchment to touch screens

ALL ABOUT YOU

GOVERNMENT Communicating with the new government

MARKETING Creating your 12 month video marketing plan

LEGALLY SPEAKING Trade names versus trade marks

33 34

Is your ‘perfect’ candidate a liar?

WHS management systems – what you need to know

SOCIALLY SPEAKING The pitfalls of social media

SALES STRATEGIES Is selling biology or psychology?

The art of sales in just three conversations

BIZ START UP Advice for the business newbie

MER ISSU

20 Mar, 2014 Date 1 Feb, 2014 Publication Directory ss ne si Bu 1 Feb, 2014 Classified ing Booking is rt ve Ad 1 Feb, 2014 Display oking Bo l ia or Feb, 2014 rt 8 Adve ial Material & Advertor g in Jan, 2014 is rt 31 ve Ad age Im s or th Au Editorial &

Cultivate your energy to get more done

11 Tips for surviving your family Christmas

Is your business threatening your relationship?

FOOD FOR THOUGHT How to host a high tea event

TRAVEL

Explore the heart of historical Provence

HEALTH & WELLNESS

Success

What everyone should know about eating at work

How to make your unborn baby smarter

In Every Issue

UP FRONT The door to success is open

Simply Stated

Competing with the big end of town

The road to success is a family affair

In Brief

What We Like

Off the Shelf

Aged care – dispelling the myths

10 Top money saving ideas for 2014

Networking Diary Dates

A little mistake which costs the self-employed

Reel Entertainment

Classified Business Directory

Planning your business financial independence

Advertising rates and deadlines

ON THE MONEY

E: SUM DEADLIN

Boosting productivity in 2014 is all about you!

EMPOWERMENT

HUMAN RESOURCES 5 Steps to engage your team in strategy

How to get value from insurance

Summer 2013/14 n WORKING WOMEN® 3

SimplyStated Working Women Women’s network Australia

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Business n success n Life

summer 2013/14 AUD $8.75

We all know someone, be it a family member or friend whose life has been affected by the economic downturn of the past five years. Job losses, staying put in a dead end job just for financial security sake or being forced to close the door of a small business doesn’t make for a contented and happy life. It’s hard to find anyone who won’t be breaking loose and partying hard this New Year’s Eve simply to celebrate the fact that we finally get to put 2013 to bed? But in saying this, enduring the anguish of a market correction is not all bad news. When life dishes up hurdles that seem insurmountable it’s our attitude to change and resilience that counts.

The other thing I have noticed is that after many years of ignoring their own needs, an increasing number of business women have been adopting more of a self-nurturing stance. They’ve been taking holidays, travelling and taking well deserved breaks with family and friends, none of which they would normally do if not for the sluggish economy. It’s interesting to watch and take note of how people react during tough and stressful times. Personally, I’ve always found that whether it be a challenge in business or life there is always a silver lining, even if it is hard to see at the time. So gear up – it’s onwards and upwards to another year of networking and mixing with inspirational women at WNA who can guide and support you and your business. In this issue you will find endless business ideas, resources and information that can help you to succeed regardless of what economic environment you find yourself in. We showcase amazing women who are role models in their area of expertise and how they are using their lives, products and businesses to make a difference in the world. Enjoy the read and have a great start to the New Year!

Over the past couple of years I have seen many women making the most of the quieter times – working diligently on their businesses instead of in them, or kicking their entrepreneurial spirit into gear planning and developing new business ideas so they are ready and poised for when there’s an upturn in the economy. FOUNDER AND EDITOR-IN-CHIEF WORKING WOMEN® Lynette Palmen AM NATIONAL ADVERTISING MANAGER Nikita Harris 1800 052 476 nikita@womensnetwork.com.au PROOFREADER Wendy Smith – Jewel See Editing +61 (7) 3349 4440 wendy@jewelsee.com.au DESIGN Tricia Mahoney – Scarab Blue Design +61 (0) 419 311 862 tricia.mahoney@scarabblue.com.au SUBSCRIPTIONS WNA Head Office 1800 052 476

4 WORKING WOMEN® n Summer 2013/14

Lynette Palmen AM Founder and Managing Director Women’s Network Australia

PUBLISHER Women’s Network Australia Pty Ltd ABN 66 010 793 727

WORKING WOMEN® is published four times a year by Women’s Network Australia Pty Ltd PO Box 1723 Sunnybank Hills Q 4109 1800 052 476 FAX + 61 (7) 3272 8111 WEB www.womensnetwork.com.au EMAIL wna@womensnetwork.com.au HEAD OFFICE PHONE

‘WORKING WOMEN’ is a registered trade mark of Women’s Network Australia Pty Ltd EDITORIAL Editorial is most welcome if it is of a newsworthy nature and accompanied by a good quality photograph. Articles should be directed towards our readership base of business and professional women. Women’s Network Australia has editing rights on all articles submitted. Editorial submissions are accepted on the basis that the publisher may use the author’s name, comments and content for this publication and promotional purposes including electronic and print media. Authors waive all right to copyrights (if any).

Eating at work how to unzip your fat suit

womEn on top assertive or just plain pushy?

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If you have found it an exhausting and frustrating year, then you’re in the same boat as most of the small business owners across Australia. The first nine months of the year were spent trying to cope with the fallout from the Federal election which was called way too early and the remaining three months have been spent in hoping with anticipation that the change of Government would restore consumer and business confidence. Bring on 2014 is the catch cry of most business women.

Get ready to package some

conversations that will sky-rocket your sales

punch in 2014

Vital tips for business newbies i s b u s i n e s s s a b otag i n g yo u r r e l at i o n s h i p s ?

Cover Story

Alison Vidotto has had an incredibly rewarding life journey. Heading up a successful Australian based company it was a trip overseas that ultimately changed Alison’s life forever along with the lives of hundreds of blind people living across five districts in Vietnam. Alison saw a need and used her leadership, strategy and passion to do something about it. Her story will inspire you and her determination to bring about difference teaches all of us that anything is possible.

ADVERTISEMENTS Advertisements created by Women’s Network Australia Pty Ltd for this publication cannot be copied or reproduced without permission of the editor. ADVERTORIAL Advertorial is accepted in all sections. A large, clear professional photograph must accompany all articles. Prices are available on application. Please call 1800 052 476. DISCLAIMER Materials and articles in this publication are general comment, not advice. The information is believed to be accurate and reliable but no responsibility is taken for any opinions expressed or for errors and omissions. Readers should not act on the basis of the material without taking professional advice relating to their particular circumstances. COPYRIGHT ©1993 – 2014 Women’s Network Australia Pty Ltd All artwork created by WORKING WOMEN® is the property of Women’s Network Australia Pty Ltd and must not be duplicated in another publication or promotion without written permission as it is subject to Australian copyright law.

InBrief AUSTRALIAN business women have revealed that an extended break from work does not always have a negative impact on their future career. A survey of 115 state and territory finalists of the 2013 Telstra Business Women’s Awards found that over half, 55 per cent, said that taking time out could be positive. They reported that it provides time to reassess life goals and career goals, while 87 per cent agreed that taking parental leave could be a catalyst for launching their own business. The survey found that 36% said a career break lead them to try something different to their usual profession. THE BUSINESS Council of Australia is encouraging its members, 120 of our biggest companies, to increase the number of women in senior roles to 50 per cent by 2023. The ambitious target has been set as part of the BCA’s ‘Action Plan for Enduring Prosperity’ which is a call to action to grow Australia’s economy and provide the basis for a resilient and prosperous community. CORPORATE acquisition intentions are at a fouryear high. This means there are plenty of buyers for small businesses whose owners are keen on making an exit. According to accounting firm Ernst & Young’s latest annual Capital Confidence Barometer, 34 per cent of Australian corporates hope or intend to merge with or acquire another company in the next 12 months. NEW research by IBIS World predicts that Australians will spend $6.6 billion on the health and weight-loss industries in 2013–2014. The industry analyst organisation found that boom businesses will be personal training, gym memberships, weight-loss products and weightloss counselling services such as wellbeing and nutrition advice. It forecasts that spending on gym memberships in 2013–2014 will be $858 million, increasing to over $1 billion in 2018–19. CAMPAIGNS aimed at boosting female numbers in the mining sector to increase competiveness, productivity and economic growth are rolling out across the country. The Australian Mines and Metal Association, in partnership with the Australian Women in Resources Alliance, have put together resources and a series of workshops to help employers to attract and hire more females. The current representation of women in the mining, energy and allied construction sectors is just 15.5 per cent.

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i, Julie Rynsk LATIONS to ted as TU A R G N O C in cently appo who was re t general manager rs fi e Westpac’s tpac has th siness. Wes of small of small bu er b est num nation’s larg kers in Australia with r n a b s es s using it fo busin all businesse 0 640,000 sm , an increase of 70,00 ng their banki since 2008.

AN EDUCATION outcomes report across Australia reveals that the transition from school to employment is becoming more difficult. More than a quarter of those aged 17 to 24 in Australia are not in full-time work or full-time study. The report indicated that in some states, like Queensland, South Australia and Tasmania, that figure edged closer to one in three. And among young people from disadvantaged backgrounds, that figure was above 40 per cent. A NATIONAL Centre for Social and Economic Modelling Income and Wealth Report reveals that in a quarter of households the woman of the household was bringing in more dough than the male. 76 per cent of households were still in the traditional structure of male breadwinner, however, the number of women bringing home the bacon had increased to 24.2 per cent in 2011. EFTPOS is upgrading its system. The 25 year old Eftpos system will be upgraded as it prepares to increase competition against credit card giants MasterCard and Visa. The new upgrade is a technical change, and businesses don’t need to be concerned at this point in time as they will not see any visible upgrades for a while. A NEW register being set up at the Department of Foreign Affairs and Trade will allow businesses to submit their interest in joining Prime Minister Tony Abbott on overseas trips. The register would mark the first time the department allows businesses to nominate themselves to join such delegations. SMEs are rarely invited on such trips so the initiative offers businesses the opportunity to be considered for such delegations.

ONE in four ASX100 board appointments during 2012 were women, according to new research from the Australian Council of Superannuation Investors. The research shows 105 women now occupy 144 roles in the 100 largest publicly listed companies. One in four made up new board appointments in 2012, and account for 18 per cent of board seats, which is the highest in the history of the survey. ACCORDING to the latest Sensis e-Business report Australians in their 40s are more likely to buy products while browsing on tablets, while consumers who make their purchases on smartphones are likely to be either teenagers or in their 20s. The information is lucrative for businesses, who should be designing their different website versions with this in mind, the report warns. Tablet users are more likely to be looking for information on products and services along with suppliers of goods and services, at 66 per cent and 63 per cent respectively, while smartphone users are focused on maps, weather updates and social networking sites. NAB Women’s Agenda Leadership Awards 2014 will celebrate the best and most inspiring female talent in business and the community, as well as the men and women who help women achieve. With ten categories covering emerging and established leadership talent in the public, private and not-for-profit sectors as well as entrepreneurs and business owners, the Awards are an opportunity for Australian women and businesses to proudly promote their achievements and contributions.

GEN the n Y has pro Near ation’s b ven to b e Y sav ly 29 per est save r e s c . s e n a reg each ular t of Gen m o nth, amo only i u Boom19 per ce n contra nt s n t to e t of rs Gen X. Ov and 25 p Baby of Au e e stral rall, 24 r cent of p i to m ans w er ce a n savinintain co ere able t n gs ea s ch m istent onth .

HOME-BASED business owners will no longer need to share their home addresses through the National Business Names Register under changes to the register’s rules. The changes mean the Australian Securities and Investments Commission will give home businesses the option to protect their privacy by allowing them to register a postal address rather than a physical address. Summer 2013/14 n WORKING WOMEN® 5

WW UPFRONT

open

The door to success is

There are some leaders who leave people behind in their wake whereas other leaders help those following them to step up and contribute and to lead in their own right. ALISON VIDOTTO, who fits into the latter category of leaders, is a woman with purpose. Alison Vidotto is a professional speaker, leadership and business coach, CEO of Vidotto Group, Founder of the Australian Charity for the Children of Vietnam (ACCV) and a mother of six children. Alison’s message is very clear: “The road to success is open to anyone; it just takes vision, planning, navigating and doing the hard yards to reach your goals.” Alison has navigated her own course, from living independently at 16 years of age, working full time while completing her education, to running a business, achieving an MBA, and founding an international charity, all while raising her family. The key to success? According to Alison it comes down to vision and hard work. “You need to know where you want to go, that is vital. The rest comes down to planning how you’re going to get there. Taking no for an answer is not an option!” Alison believes that there is always a way, you just have to figure it out. Having worked through the 1992 recession, the GFC and the Brisbane floods, Alison developed a real world understanding of business hardships and the need for strategic planning to survive and grow through tough times. She says that one of the most significant things she ever learnt was that Leadership begins with the self. “We need to step up and lead whether it’s raising a family, running a business or working in the community.” Alison teaches that purpose is integral to success. She discovered her passion for guiding others towards their goals when she commenced teaching adults seventeen years ago. Alison believes that leadership is a skill that can be learnt and must be shared. Developing leadership skills in others is every leader’s responsibility. “At Vidotto Group we run a Conscious Business encouraging the entire team to step up and lead. We value the contribution every staff member makes, and they know that. We offer Leadership coaching 6 WORKING WOMEN® n Summer 2013/14

to every member of our team. It’s about continuous improvement.” True success comes from empowering others to share the purpose of the organisation. “When every team member shares the purpose, it’s amazing what can happen.” Alison has applied this philosophy successfully in both Vidotto Group and ACCV. It was the plight of young blind people in Vietnam that spurred Alison into action. She first became aware of the situation when she met a young man named Quan who lost his sight from a preventable condition at the age of ten. Listening to Quan’s mother speak of her fears for her son’s future resonated deeply with Alison. “To have young lives quietly deteriorating with no prospects or dreams for the future was just not okay. I lost sleep over that.” Although many said that the situation for young blind people in Vietnam could not change, Alison was undeterred. She developed an academic English program for blind students. For two full years she lived and breathed the program, including learning Braille herself. The hard work paid off and the course now operates in five districts in Vietnam. These once isolated young blind people are now making friends, working, even studying at university. “We are building some great leaders there; two of them are now working with ACCV helping young blind people to rebuild their lives. They have gone from simply surviving to absolutely thriving.” Establishing ACCV has not been easy. “The right path is not always the easy path, but you

do know when it’s the right path. ACCV is a part of who I am, it’s a part of my family and it’s a part of Vidotto Group.” “ACCV is built on integrity, with total transparency. I wanted everyone involved to win.” Alison brings this same philosophy to her business: “If everyone wins it will greatly increase the opportunity for success. It’s called Conscious Capitalism. When you remove the profit focused mindset, great things can happen. We run Vidotto Group with purpose; every member of our team understands and shares our vision”. Vidotto Group funds all administrative costs for ACCV so that 100 per cent of donations can go directly to ACCV projects. Alison teaches that change is always possible. “We’re all capable of bringing about change. The door to success says ‘Push’, but we must hold it open for those coming behind us.” Alison is available as a speaker on leadership, business strategies and Conscious Capitalism. n

CONTACT Alison Vidotto BUSINESS Vidotto Group PHONE +61 (7) 3236 2173

www.vidottogroup.com.au

ALISONâ&#x20AC;&#x2122;S LEADERSHIP TIPS 1. Leadership begins with the self. Lead by example. 2. Share the purpose of your organisation with every member of your team. 3. Engage your team, motivate, inspire, include. 4. Communicate openly and honestly. 5. Breed leaders not followers. Value and nurture your staff. Provide training, acknowledge their contribution and get to know the whole person. 6. Avoid intimidating communication, base your leadership on integrity, respect and trust. Hair and makeup was done by Kelly Alison, Edge Makeup

7. Give back. Summer 2013/14 n WORKING WOMENÂŽ 7

WW UPFRONT

Competing with the big As a brand and innovation specialist TRISTAN FAHEY has been helping corporate brands unlock growth for more than 24 years. In 2012 she embarked on a new venture, launching her own premium natural skincare brand, Rubifresh. She believes that one of the greatest lessons she has learnt in small business is to think like a corporate. Tristan initially launched Rubifresh as a sideline to her successful brand consulting business. It soon became obvious that 24 years of working with senior management teams on some of their critical brand challenges had equipped her with a different set of rules. By thinking like a corporate and embracing the nimbleness of a small business, she discovered she had a unique approach that could set her brand apart.

In an intensely competitive industry looking for the next anti-aging miracle, Rubifresh has positioned itself as an all natural brand. Tristan knew she had to find a way to compete with the anti-aging promises of brands which contain chemical ingredients. “I didn’t want Rubifresh to be another musty old brand in the back of a health food store. I wanted to compete on a much bigger playing field, and to develop products that really delivered . . . products I would want to use.” The result is a luxurious

range of products marrying high performance anti-aging ingredients from nature which are backed by scientific research, with a ‘100 per cent natural’ proposition. “I think the default position for small businesses is to believe they are competing against small businesses,” Tristan says. But small thinking yields small results. Imagine what could be achieved if your benchmark of success was not other small businesses but one of the leading brands in your industry. “This is one of the cornerstones of Rubifresh’s success to date. We set out to be confident in the quality and efficacy of our products – to be seen as a real contender against the big brands.”

Corporate brands are single minded about their brand. They know what they stand for, what they don’t, and why they are better, and they focus their activity on building this story. What this means is that despite a lot of wellmeaning advice from friends, market stalls are off strategy for Rubifresh. It is important to stay true to what your brand is about and how you want to be perceived in the marketplace and to not jump at any opportunity that comes along. Instead, Rubifresh places emphasis on the methods big brands use – beauty editors and bloggers – which sets them up as part of a bigger playing field. In April 2013, less than 12 months after launching, Rubifresh was one of only eight brands including L’Occitane, Lancôme and

8 WORKING WOMEN® n Summer 2013/14

END OF TOWN Estée Lauder to be featured in a ‘Super Serums’ article in The Australian Women’s Weekly. Corporate brands are single minded about their brand. They know what they stand for, what they don’t, and why they are better, and they focus their activity on building this story. If you cannot articulate that, there is nothing for people to engage with. Consumers respond to clarity in knowing what you are promising or solving for them. Tristan explains why she avoided the temptation to include ‘almost natural’ ingredients which she states are easier to come by, and less expensive. “The Rubifresh proposition is all natural . . . and to include such ingredients is to weaken this proposition and stand for nothing.” All of Rubifresh products are manufactured with 100 per cent natural ingredients and backed by scientific evidence. We just had to keep searching for natural ingredients and our clients love the difference on their skin. Beyond this, we connect with clients who have similar values to ours. Values connect at a deep level with consumers and can generate word of mouth, advocacy and real loyalty. In the first year of business we tried several different marketing approaches, measuring everything. Corporates understand the importance of ‘Return on Investment’ and focus their efforts on activities that deliver. According to Tristan, small business owners must become better at focusing on the core, and learn to say no to activities that distract them from the job at hand.

Marketing metrics and ROI are strong drivers in the corporate world, but corporates know how to invest in the longer-term success of brands. At Rubifresh we are in the early investment stage. I understand what activity we need to focus on for a return in the longer term, as we have tested and measured everything. We know what drives awareness, trial and conversion better than we did a year ago. This longerterm approach to profitability is an essential component of success, as it helps drive the business forward in a strategic manner.

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Finally, innovation is critical to the growth of any brand, and some say if you are not innovating you are dying. Innovation is about products that better deliver to consumers’ needs, about better processes that better serve the marketplace, and about a culture of creativity. At Rubifresh we are constantly looking for ways to overcome the barriers to growth, and how we can shake up the industry. We originally set out to change the rules and that continues to drive us day by day. n

TRISTAN’S TIPS FOR BRAND SUCCESS 1.

Behave like a big brand

Position and prioritise

3. Measure return on investment 4.

Invest to grow

Be innovative

Change the rules of play

CONTACT Tristan Fahey BUSINESS Rubifresh Skincare PHONE +61 (2) 9997 3125

www.rubifresh.com.au

available only online at

www.rubifresh.com.au Summer 2013/14 n WORKING WOMEN® 9

WW UPFRONT

The road to success is a

family affair

A desire to return to the workforce and yet avoid placing her youngest daughter in childcare led JENNY FOLLEY to start up her own business offering serviced offices to small businesses in Melbourne. Determined to succeed, she weathered a recession and eventually expanded nationally. Today, two of Jenny’s daughters are at the forefront of the international expansion of her business, Corporate Executive Offices, having launched offices in Bahrain and The Philippines. When Jenny Folley moved from India with a measly $7.00 in her pocket she never imagined her story would end up like this. At the age of 17 she made the bold decision to leave everything and just about everyone she knew behind to move to Australia, she had big dreams of success in her sights. Unsure of which career path to take, she assessed her strengths and abilities and decided to study to become a primary school teacher. Straight out of University she began working in a local primary school and during those years she met the man who would become her husband. Five years later she left her teaching profession to start a family. After years of being a stay-at-home mum, Jenny started to get itchy feet. Missing the thrill of the workforce but not wanting to put her youngest

JENNY’S WORK-LIFE BALANCE TIPS 1. Figure out your top priorities. Ask yourself what you would focus on in life. Rank them and focus on only one particular priority at a time. 2. Cut the fluff. Now that you have defined your priorities, define the things you don’t need in your life. Adjust your schedule so you can only focus only on your top list. 3. Keep your private time protected. Make sure you show yourself respect, set aside time devoted to yourself and guard it. 4. Ask for help if you need it. Do not shy away from relying on others when you need them. 5. Get moving. It’s hard to make time for exercise when you have a jam-packed schedule, but it may ultimately help you get more done by boosting your energy level and ability to concentrate. 6. Make time for R&R. Fun times do not always occur spontaneously. Set aside time for rest and relaxation in your schedule to feel refreshed and recharged. 10 WORKING WOMEN® n Summer 2013/14

daughter into childcare, she decided to start her own business. After doing some research, she recognised a gap in the Australian market for serviced offices which catered for small businesses to help them side-step many of the start-up costs associated with setting up a business. With this in mind she opened the doors to her brand new serviced office business, Corporate Executive Offices (or CEO for short) in 1987, in the peak of Melbourne’s recession. Proving to be one of the toughest economic times in Australia’s modern history, many businesses went bust in the recession and soon Jenny and her then business partner found themselves with only one tenant. Fighting to stay afloat, Jenny took no wage for two years and even remortgaged her home at one point. The pressure proved too much for Jenny’s business partner, who soon moved on, leaving Jenny to fight to save the business on her own. Determined to see it succeed and after years of financial hardship, in the early 90s the economy started to recover and small businesses started to flourish again. By 1993 her accountant (and business mentor) Michael Sayers joined the business as a partner. CEO continued to grow and by 1996 had captured the attention of renowned businessman, Ian Gandel, who also became a partner. With such a strong support system now in place, CEO quickly expanded to incorporate eight offices in Melbourne and one in the heart of Brisbane. In 2003, Jenny established the Serviced Office Network (SON) as a means to increase CEO’s national presence. SON now constitutes a group of 38 members across the country, representing Australia’s strongest body of business centres – with a critical mass that

allows competitive pricing, service delivery and product development. To her great pleasure, SON is now affiliated with the worldwide 550-strong Alliance Business Centre Network (ABCN) and she has been the appointed the ABCN regional manager for Australia, New Zealand and Asia. Further cementing the company’s success, in 2011 Jenny’s two adult daughters joined the business after they finished their university studies, with one opening an office in Bahrain and the other launching CEO’s expansion into The Philippines. “I’m so proud of what they have both achieved and it is lovely to be able to work with them on a day-to-day basis – I probably see them more than I would if they weren’t in the business so I’m grateful on both accounts,” she said. Today the business boasts over 14 locations across Australia, Bahrain and The Philippines, which Jenny said grew out of sheer determination and belief that her business would one day succeed. n

CONTACT Jenny Folley BUSINESS Corporate Executive

Offices 1300 236 888 www.corpexec.com.au PHONE

Summer 2013/14 n WORKING WOMEN速 11

WW BUSINESS STRATEGIES

Make sure 2014 is your

B E ST YEA R YE T

The secret to having a great 2014 is to plan it out now. DAVID SOLOMON shows us how to do exactly that in an integrated manner guaranteed to work better. The end of the year is the perfect time to do some serious thinking, imagining and planning about the year ahead. Things wind down around Christmas for at least a couple of weeks and in some industries longer than that. At the very least, many people will set some sort of New Year’s resolutions. However, as we often read, New Year’s resolutions will invariably not survive much beyond the end of January, or possibly February. If you do map out the “perfect” year and schedule all the activities that will lead to your goals, will you be able to find the time and energy to do it all? Or if you don’t, will you then beat yourself up for it? The pressure to map out the perfect year can actually lead to greater anxiety. Evidence abounds that most people don’t take the process of planning and goal setting seriously enough. They tend to meander along, and at the end of the year wonder what happened – why they didn’t get much achieved. Intelligent business planning and goal setting is a skill all of us need to master. However, the actual process of setting goals and plans can either get a fire going inside you or leave you stone cold. In any case, if you don’t bother doing it you are letting your business run you, rather than the other way around. Goal setting as it is typically taught has a very masculine energy. For example a S.M.A.R.T. goal is very direct and no-nonsense. There’s the target to hit – let’s go for it! It’s a bit like a

charging rhino, i.e. not much will stop it. In contrast, the feminine approach to goal setting involves working much more with the emotions behind the goal. It invokes a more integrated, holistic and emotional strength and commitment. This can give you far more support if the going gets tough. The answer, as almost always, lies in a blending of the two approaches. That’s Yin and Yang after all. Here’s a series of questions to ask: n

What’s the goal?

What are the milestones? How will you know you are on track? n

What are the first steps? And then? And then? n

Who needs to be involved?

What resources are required?

Why is it important?

Those are the logical, left-brain, SMART questions, i.e. Specific, Measurable, Actionable, Relevant and Time-bound. And then there are the emotive, right-brain questions to ask: n

What will I be saying to myself?

What will it look like and sound like when I achieve the goal? n

Who will I be sharing the goal with?

How do I want my business (and my life) to be different? n

How will I feel if I don’t achieve it?

By imagining the goal into reality with a full sensory experience, you can achieve synesthesia via the activation of mirror neurons and the integration of the goal with your inner self. In other words, if you want to change your external outcomes you must first change your internal reality. Your energy does matter, and that’s why it is in the blending of the two styles of goal setting that the real alchemy is allowed to occur. So, when you do your planning and set your goals, whatever time of the year it may be, perhaps be a bit softer and kinder towards yourself. Use the questions above as a guide and start with focusing on the things that make you feel good, peaceful, happy, inspired, abundant and loved. And maybe, just maybe, go a bit slower as well. n

Why is this important to me?

How does this relate to my big picture or higher purpose? n

How will I feel when I achieve the goal?

You really do deserve to have your ideal business! This happens when you are inspired – when the light burning within you is nurtured and allowed to shine. Uncovering what makes you come alive and building a successful business around it is the ultimate goal. This is what Quiddity is all about – helping women entrepreneurs to build a Higher Purpose Business.

CONTACT David Solomon BUSINESS Quiddity PHONE +61 (0) 418 465 556

www.quidditybusiness.com.au

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WW BUSINESS STRATEGIES

LEAR N I NG TO TANGO

strategic partnerships

Have you ever looked into forming a strategic business partnership? ANGELY GRECIA points out some steps to take when contemplating a strategic partnership, to avoid tripping up and to help ensure you and your potential new business partner are dancing to the same tune. To accelerate the growth of your business, you could work more hours, raise capital from outside investors to fuel growth, or open new locations – all of which are tried and true methods. However, one of the best ways to grow your business is by forming a strategic partnership. A strategic partnership or alliance with a likeminded company or industry group can provide an array of benefits for your business, such as the opportunity to access new resources, expertise or market segments. This can help boost your competitive advantage. For an alliance to be strategic and successful, it has to be mutually beneficial. Here are some considerations:

DO YOUR HOMEWORK

When you have a short list of potential strategic partners, carefully study their product line before approaching them to ensure that your product is complementary. Ensure the company’s distribution reaches markets that are right for your own product. Verify that the financial standing of the company and the relationship with its customers is in good shape as you do not want to partner with a company that is going to reflect negatively on you, your product, or your business.

BE REALISTIC

It is important to know what you can deliver and what you are prepared to deliver, as well as your expectations of the potential partner

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before you start exploring opportunities. Approaching a partner without a clear understanding of your objectives can result in them losing interest before negotiations have even begun (and vice versa). It helps to ask the potential partner what they are looking to achieve right up front, and see if it aligns with your objectives. Remember, the value your business brings to a partnership isn’t limited to just your products or services – knowledge is power so the opportunity to share your expertise and experience with them and their clients can be just as valuable.

IT TAKES TWO TO TANGO

The level of commitment from each partner should be openly discussed as per any relationship. The nature of your business and theirs – including different working tempos, styles and bureaucracies – will likely determine what activities each partner will commit to, to ensure the alliance is effective. It is best to be flexible and adaptive, again focusing on the desired outcomes. In addition, the extent to which you share resources and expertise in the partnership will need to be considered so there is a balance between collaboration and achieving your own business objectives. One good example of a strategic partnership is Alex Perry designing his own range of glasses exclusively for Specsavers. Perry is a leading Australian fashion designer who also wears glasses. The partnership allows Perry to reach a broader customer base via Specsavers, while

Specsavers are able to appeal to fans of Alex Perry. Finally, remember that a strategic partnership is an alliance (and not a merger), so the terms of engagement should be mutually beneficial, and one that will open more doors for your business, and for theirs. n

CONTACT Angely Grecia BUSINESS MYOB PHONE +61 (2) 9089 9071

www.myob.com.au

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Summer 2013/14 n WORKING WOMEN® 13

WW BUSINESS STRATEGIES

MARKET RESEARCH for small business

Many people fear the term ‘market research’, but essentially, it comprises any activity that assists you to gain insight and understanding into the people who will buy your goods and services. It can be as simple as conducting an online search of your competitors, or as complex as a full-scale survey and statistical analysis. ESPERANZA TORRES explores the basic questions to keep in mind when conducting any research into your market.

Around fifty-one per cent of small businesses fail in the first four years. Sole owner businesses have the highest chance of failure. The question we need to ask is, why? Why do sole owner operators have the highest risk of failure? Online research suggests that the main reason for this high failure rate is a lack of strategic planning. Strategic planning needs to begin with a clear insight into who your target market actually is. To develop an understanding of your target market begin by asking Who, What, Where, When, Why and How?

WHO is your client? Be as specific as you can so you can target your marketing. For example, to describe the target market of a clothing brand for women over 50, your description could be, women between 50–65, who want good quality, comfortable, yet stylish clothes, and who are employed or have the financial means to buy your product.

WHAT is your product? The answer may be obvious, but if not it should be asked first, and again, the answer has to be specific. Not tours, or clothing, but specifically what sort of tours or clothing and who will they appeal to. What is your niche? What will make you different from your competitors?

WHY is your client looking for your product? Remember, when a prospective client sees your brochure or lands on your website, the first thing they will ask is, ‘What’s in it for me?’ What problem are you solving for your client with your product?

WHERE is your client looking for your product? This will depend on your product and your target market. Is your prospective clientele looking for your product via Google search, through networking events (word of mouth), via social media, or simply through traditional sources such as telephone directories?

WHEN is your client looking for your product? The old adage of ‘there is a time and a place for everything’ can be especially true for marketing. Be mindful of the appropriateness of displaying your goods in a certain context. For example, if you sell personal products such as underwear or intimate products, do you display them at a business networking function? Your clients may be there, but they may not feel comfortable buying them in front of their business associates and peers.

the conversion of a quiet fruit stall on the route to the train station, to a bustling coffee and snack stall. The owners thought about the type of clients they would get in the location, i.e. commuters hurriedly travelling to and from work, and catered to the need of commuters for a fast, convenient breakfast/coffee.

HOW will your business or product solve your clients’ problem? In the example above, the little ex-fruit stall now coffee stall, is providing commuters with their morning coffee right along their route to work. No fuss and minimal pause on their hurried walk to work. To sum it up, no matter whether you need to undertake simple or complex research, it is important to remember that your business is there to provide a service to your clients. Therefore, it is imperative that you find out as much as possible about them. Use the 5 Ws and H to gain insight into your market. n

CONTACT Esperanza Torres BUSINESS Torresresearch & Writing PHONE +61 (0) 405 041 014

www.torreswriting.com.au

A good example where a situation has been used to create success rather than failure is

Marketing Strategy for an Effective Market Campaign Do you want to ATTRACT new clients? Do you know WHO your brand APPEALS to? Would you like to explore the potential MARKET for your new product? Contact us today to explore these questions and more. Email esperanza@torreswriting.com.au Mobile 0405 041 014 Website www.torreswriting.com.au 14 WORKING WOMEN® n Summer 2013/14

WW BUSINESS STRATEGIES

Why every business needs an

exit strategy You may think that an exit strategy is not something you need to consider until the time comes to sell or close your doors but, in reality, it should be part of your business plan from the day you start your business. SARAH SAVVAS explains the importance of a well-planned exit strategy.

You have worked hard to build your business but what will you do when the time comes to leave? The right exit strategy can help you realise the value you have built, and should be in place from the day you start your business, but sadly, a good exit strategy is uncommon amongst small business owners. According to the Commonwealth Bank Local Business Owner Report, only 47% of small business owners have an exit strategy, and of those 22% simply intend to close their doors and walk away. There are a number of options for exiting your business when the time comes, but you want to ensure you choose the best option for you and your business. When thinking about your exit strategy, remember: failing to plan is often the same as planning to fail. If you want to build a saleable business, you have to plan ahead, and the best time to start planning for sale is the day you start your business. If you create a business that is solely dependent on you, then when the time comes to exit your business, you will find you have nothing to sell. Put people and systems in place from the outset so your business can run independently. When thinking about building a business, putting a manager in place or taking on a partner can make a huge difference to the saleability of that business down the track. By handing key responsibilities to a manager, you can either focus on other business interests or retire when the time comes, while still having the ability to step in if needed. Taking on a partner in a business can bring new ideas and additional capital, and allow you to step away from the business with the confidence that it is in good hands. Just ensure that written agreements are in place from the outset, setting out the terms by which one partner can buy the other out. As soon as you start planning and executing your chosen strategy, start to put systems in place. Create a business model that is not reliant on your presence in the business. Start to train your staff on all aspects of the business so that they could easily continue to work without disruption if a new owner were to step in.

Your aim is to put key elements in place that will increase the value of the business. You should be looking at any areas that increase efficiency, revenue and profitability or decrease your risks and costs. Start by putting a strong management team in place including positions such as CFO, COO and HR Manager. This will ensure smooth and efficient running of the business and a much simpler transition for a new owner. Next, start working on your systems and procedures. Ensure you have an employee manual including detailed job descriptions and responsibilities, a user-friendly CRM system and documented sales and marketing procedures in place. This will help to support the management team and provide transparency for a potential buyer. When you start on the financials of the business, make sure the businessâ&#x20AC;&#x2122; books are in order. Get a professional accounting audit done and then implement any changes or recommendations that come as result of it. This will include looking at your expenses, invoicing system, payroll and cash flow management. It is also a good idea to get a business audit done, which covers the aspects of the company other than financials, such as sales, marketing, customer relations, internal operations, management etc. The key here is to ensure you

follow through once the audit is completed and make the necessary changes as recommended by the auditor. Once you feel that the business is approaching a position of saleability, if that is your chosen exit strategy, start networking with business owners, business brokers and other potential buyers. A good place to start is your local Chamber of Commerce or business networking groups and associations. n

CONTACT Sarah Savvas BUSINESS Profit Works PHONE +61 (0) 409 077 751

www.profitworks.com.au

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WW BRANDING

PACKAGING A

punch

However amazing your new product is, if it isn’t branded and packaged professionally, retailers will not want to stock it and consumers will not want to pick it off the shelf and purchase it. GWEN BLAKE has created a simple guide for entrepreneurs on packaging design that stands out and gets purchased.

Packaging needs to be the hero of your brand’s design. Everything else should evolve from here. Your brand needs a set of graphics and devices that make it unique. The advantage you have as an entrepreneur with a new product is that you are not constrained by history – you have a chance to genuinely break free.

Creative Message

You need to pick one thing that your pack is trying to say and say it well, using graphics, fonts, photography and colours. For example, that one message could be ‘Health’ or ‘Authenticity’ or ‘Quick and Easy’. When you brief your designer, make sure you are clear on what this one message is so everything they suggest conveys it.

Shelf Shout

Consumers browse supermarkets at break-neck speed. Each pack is viewed in passing for split seconds. Your pack needs to have something about it – it’s colour, some powerful text or a stand-out image that stops consumers in their tracks.

Information Hierarchy

Be clear on the order you want messaging on your pack to be viewed by the consumer, for example, brand name first, product name second, photography third, additional product claims or benefits forth. It’s also important to ensure that only essential information that relates to the sale is included on the front of the packaging. Go crazy with

information overload and no elements will ‘win’ the attention of the consumer. Your pack will end up looking cheap, messy and poorly designed.

Colour

Whilst words can portray more rational qualities like ‘no artificial colours’ or ‘high in fibre’, they are less powerful than, say, an olivegreen coloured pack which says ‘I’m natural, well-balanced and trustworthy’. Make sure your designer thinks carefully about the colour of your pack and be aware of no-no’s, such as blue being unappetising and colours that have become to mean something in a category, such as red meaning dark chocolate and blue, milk chocolate. Consumers shop by colour, whether they know it or not.

Photography

Good quality photography guides perception of your product in that split second decisionmaking moment. It can make your mouth water or highlight key product features. Bad photography, on the other hand, can really turn people off – and it all happens in the blink of an eye. This is one area where you cannot cut corners. Experts who do it day in and day out will make your product shine in all its full glory. Even the most passionate amateur cannot achieve the level of beauty that an accomplished professional will.

Compliance

There are things like barcodes, ingredients and nutrition panels if it’s a food product, contact

details, and various other essentials that need to be included correctly on your packaging. These things won’t necessarily motivate people to buy your product but you will not be ranged in stores or considered a professional brand if you do not have them. In some cases, the absence of these items is actually illegal. Make sure you are aware of all the compliance issues for your product type and the stores you are targeting.

Production

Decide who is producing your pack and start talking to them as early as possible in the process, and put them in touch with your designer. You need to ensure that the design being created can actually be replicated on press, as well as knowing that you are using the right materials, colours, finishes and shapes for your product. There can be a lot of toing and froing on this, so get conversations going early to avoid expensive disasters down the line! Creating great packaging is a team effort; it takes an entrepreneur, a great product and a design, print and manufacturing team you can rely on. Look for a good design agency that can help you manage the design, print and manufacture part of the equation with a relative degree of success and a lessening of the stress! n

CONTACT Gwen Blake BUSINESS Boxer & Co PHONE +61 (2) 9519 9949

www.boxerandco.com.au

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WW GIRL POWER

Femship:

the killer of the Queen Bees? Mateship, according to several English dictionaries, is “a mode of conduct among Australian men that stresses equality, friendship, and solidarity”. YOLANDA VEGA looks at how woman can achieve more by fostering ‘femship’. For those of us who live down under, we are aware that mateship promotes an unwavering bond between blokes. Mates have the power to forgive all wrongdoing amongst themselves. Mateship can overcome all barriers and it treats every heinous action as forgivable. I wonder, if ‘femship’ were to be included in the English dictionary and applied solely to women, would we see a change in behaviour among females? Would women react like men? Maybe, maybe not. A few months ago on a particularly cold winter’s day, I was at a gathering and all the blokes gathered around the barbeque, while the women chose the comfort of the interior. I headed outside for a plate of crispy salad and whilst deciding from the large selection, I noticed that two of the guys were wearing the same jumper. “Great minds think alike,” I said and pointed out the obvious. “Nice jumper mate,” said Axel to Xavier, and they proceeded to happily highfive and proclaim they were ‘brothers’! In contrast, I’ve seen the exact opposite occur when two women were in the same room wearing the same thing. It borders on a crime of fashion to be caught wearing the same outfit as another woman. The only reason they don’t murder each other is because they are in public, but they ensure everyone in the room is aware that the dress looks much better on them than it does on their ‘rival’. Dirty glances

ensue, friends must take sides and offensive descriptions are detailed. Why do we not embrace one another when one is successful, comes up with an idea or achieves something the other has not yet done? Even if, god forbid, we happen to be wearing the same dress or shoes at some stage when our paths cross, or should that be collide? As women we have many challenges and recently it seems to me as though we want even more; the Queen Bees are in full flight and ready to attack from any direction, apparently, even to those who made it into Federal cabinet! We women are the majority in our society and often our own worst enemy. Perhaps this is why we are not yet equal and at times considered inferior. I dream of a day when the word ‘femship’ is in the English dictionary, introduced because women are performing the act and using the term in social engagements, in sport and in business. Perhaps we can start now – today. We have the power of the purse and we love to shop; we make 85% of consumer decisions. So can we start the new ‘femship’ trend by buying from women, for the profit and future of women? According to the University of Stanford, ‘collective impact is now seen as a new and

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more effective process for social change’ around the world. So based on this principle, ‘femship’ would be an emotionally intuitive initiative for women and could be the impetus that precipitates change for the better and for all women! Imagine that! If we expect society (men mainly) to treat us as equals, we need to start from within. Remember that the best way to learn is to teach – in this case, teach ourselves and other women. When we begin to practice ‘femship’, others will learn, the Queen Bees will have to stand alone or aside and the F-word will finally appear in our English dictionaries. So let’s unite under the principle of ‘femship’ and give mateship a run for its money; after all, being feminine isn’t as bad as some would want us to believe. n

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WW GIRL POWER

SMASHING the glass ceiling Are you stopping yourself from smashing through to your next level of income? ANNEMARIE CROSS reveals three ways you may be holding yourself back.

Pay inequality is still a very real issue. Sadly, studies continue to show an 11 to 12 per cent gap in pay, with men who have the similar skill sets and abilities being paid higher than their female colleagues for the exact same work.

smashing through your glass ceiling and getting paid what you are worth. Let’s look at each of these more closely:

Why does this happen? And, why is it that many women entrepreneurs also seem to struggle when it comes to getting paid what they are worth?

This can often occur when we compare ourselves to what everyone else is doing and achieving, deepening the self-belief that you don’t have what it takes to be successful.

Studies have shown that:

STOP comparing yourself to everyone else. Measure and look to expand YOUR personal best.

Women are more reluctant to initiate negotiation and when they do, they undervalue their work; n

Women set lower targets for themselves before they even start a negotiation; n

Women tend to accept the first offer and are hesitant to negotiate a better deal. n

It leads one to wonder whether woman are bringing these same things, that are keeping them from getting paid what they are worth when employed, into their own business? Through my work with hundreds of women entrepreneurs, here are three common things I have found were holding women back: 1. They didn’t believe in themselves 2. They doubted their skills and experience 3. They believed everything had to be perfect If you resonate with any one of these areas, you too may be holding yourself back from

You don’t believe in yourself and that you have what it takes to be successful?

To do: Set yourself goals that are achievable and action plans so you continue moving forward to achieve your goals. Remember to celebrate all of your milestones even the small wins. Everything counts and continues to get you closer to your main goal. When you look at what other people are doing and achieving in their business, you are forgetting that you are looking at them when they are at their best. You are not privy to the challenges and obstacles they have had to overcome to get there. Remember, you CAN achieve whatever you set your mind to. The only person who can stop you is you!

You doubt that your skills and experience are enough to build a successful business? If you are unsure about something, get a mentor/coach, enrol in a program, or hire

someone to help you. You don’t need to do everything yourself, and you certainly don’t need to know everything yourself. In fact, believing that you need to know and do everything on your own will definitely keep you from smashing through your glass ceiling. Learn the skill you need, or outsource it.

You think you need to have everything set up perfectly before you can build a successful business? Do you believe that you need to have the best looking website, brochures, business cards, logo, social media presence, or (fill in the blank) before you can build a successful business? Getting caught up in the perfection syndrome will again keep you from smashing through your glass ceiling, especially if it stops you from getting clients. Something my mentor/coach once said to me that I would like to pass on to you is: “Go and get a client!” Okay? Don’t let the fact that you don’t have your website looking perfect, or whatever else it is that you think you need, stop you from going out and getting clients. Here’s to smashing through your glass ceiling to your next level of income. n

CONTACT Annemarie Cross BUSINESS Communicate Your Brand PHONE 1300 137 576

www.annemariecross.com

Summer 2013/14 n WORKING WOMEN® 19

WW ALL ABOUT YOU

HOW TO HAVE

happy and healthy relationships When we are in a happy relationship and have solid friendships our world is a better place. Unfortunately, there are times when we can get stuck in unhappy or unrewarding relationships. JANE JACKSON explores how we can build and maintain happy, healthy relationships.

Why do we stay in unhappy or negative relationships? Is it because we are afraid of taking action? For a happy, rewarding life we must have positive, uplifting relationships. Do you spend the majority of your time in the wrong relationship, or on activities that take you away from good relationships? If so, you may be trapped in a cycle of temporary friendships and superficial romantic relationships that are briefly exciting but meaningless. Have you started to wonder, “Is this all there is and will be for me?” How can we build positive, lasting relationships? Where are those friends who can be ‘the wind beneath our wings’ who love and support us through good times and tough times? What has to happen for us to meet the love of our lives? Here are a few things to consider:

Be at peace with your Self – It’s impossible to have a healthy relationship with another if you are not comfortable with yourself. There is a great sense of freedom when you are aware of the joys of solitude, reading, writing, learning a new skill, and doing something you enjoy just for yourself. When was the last time you lost track of time because you were so absorbed in what you were doing and really having fun? When you learn to enjoy solitude you won’t need to have ‘people’ around just for the sake of not being alone. The fear of being alone is what often leads us to relationships and social situations that may not be good for us.

If you are fearful, you will have the desperate need to ‘belong’ whether or not it is the right situation for you to be in. The fear will prevent you from being your authentic self as you will be worried the real you is not good enough. The fear will make you crave external validation of who you are, that you are ‘okay’. This can create a vicious cycle that takes you away from the feeling of peace that comes from accepting that you are ‘enough’.

Next Steps – When you have built a solid personal foundation it will be time to reach out to the good people you know whom you have not kept in touch with regularly. They may be family members, old school friends, people you have worked with you have always thought were nice to be around. List those people with whom you wished you had kept in touch. Make contact! This may sound too simple, however, when you reach out you never know the positives that will occur. The universe rewards positive action. To rebuild your life positively you just need to take those first steps!

Be Interested in Others – The best investment any of us can make is to take genuine interest in others. When you help others they will want to help you too. Kindness begets kindness. Who can you help today? Where can you be where your skills, knowledge and passions will be of benefit and appreciated?

Join a Group or Association – The easiest way to meet people who love what you love is

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The secReT WeAPon FoR sensATionAl hAiR – eveRyDAy

The best investment any of us can make is to take genuine interest in others. When you help others they will want to help you too. Kindness begets kindness. Who can you help today? to join an association or group that offers what you enjoy. Whether it is a sporting activity, book discussion group, cooking, spirituality, etc., identify what you enjoy and find a local group to join. This way you are feeding your soul, doing something for yourself that you enjoy and you will meet others who also share your interests and passion. If you are at a loss as to where to find a group you would enjoy, go to www.meetup.com, a global site that lets you choose your location and interest and identify numerous groups that share your interest in your geographic area. It really is as easy as that, all you have to do is keep an open attitude to building new friendships! When is a good time to start? Today, of course! Be brave and take that first step to make your life the one YOU want to live; enjoy happy, healthy relationships with like-minded people and have fun again! n

CONTACT Jane Jackson BUSINESS Style Success PHONE +61 (0) 403 810 756

www.stylesuccess.biz

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Is your business

Surviving or Thriving? Are you a great leader? Is your team fully engaged? Do they share your vision? Multi-million dollar businesses have a unified focus, with every member of the team pushing open the door to success. Research states the following: • Only 30% of employees are actively engaged; • Companies with engaged employees significantly outperform those without; • Companies with engaged employees saw an 87% reduction in staff turnover.

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WW PRODUCTS

WhatWeLike Showcasing the products WNA Members take to the domestic and international markets – these products are as diverse as the businesses and careers of the dynamic women behind them.

Fashion Diva Drape

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EV E RYDAY P O S ITI V IT Y

Play this card game with your team or at home with your family. It encourages reflection on the great things that happen every day. Regular play can result in a positive outlook on each day which is great for our well-being. There are 48 cards with questions such as ‘Who was a good friend today?’ and ‘What new thought did you have today?’ Available for $14.95 with free post within Australia from www.positiveoutlook.net.au

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SELF-HYPNOSIS CD

Free yourself to live your potential. Overcome sabotaging behaviour and unhelpful emotional reactions easily with self hypnosis. Relax and listen to therapeutically created programs created by one of Australia’s leading female Clinical Hypnotherapists. Hypnosis taps into the mind to release unhelpful patterns and rewire and reprogram new healthy thoughts, feelings and habits. RRP: CD $25.00 or mp3 download $12.95. To order visit www.maggiewilde.com

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Never let your skin show the years. This intensive treatment delivers essential oxygen to the skin for a visibly brighter, radiant-looking complexion with an immediate healthy glow. A combination of skin brightening botanicals work to reduce the appearance of pigmentation, dark spots, sun damage and blemish marks, while continued use will help to prevent them reappearing. 50ml (10715) RRP: $74.00. To order visit www.nutrimetics.com.au/luciacardamone 22 WORKING WOMEN® n Summer 2013/14

EUROPEAN LINKS TREND

Follow the European trend where cufflinks are a fashion essential. Created with impeccable attention to detail and made from .925 sterling silver, the range features an array of classic, feminine motifs, pearls, semi-precious stones and enamel designs. The elegant, modern and stylish collection is made exclusively for professional women. Wear the ‘Gabriella’ Laser Cut Flower, $155.00 with a crisp white french cuff shirt. To order visit www. misslinks.com

Travel bath time pack

Indulge the mind, body and spirit with this luxury lavish collection of Sasy n Savy travel amenity favourites. Packed with uplifting and reviving ingredients to counteract the strains of travel, it comprises: 30ml Peppermint n Rosemary Revive Shampoo, 30ml Peppermint n Rosemary Revive Conditioner, 30ml Peppermint n Rosemary Revive Gel, 10ml Citrus Soufflé Body Crème, 26g Peppermint Soap, Accessory box containing a vanity kit. Price per unit (piece): AUD$30.00. To purchase visit www.sasynsavy.com

SAY GOODBYE TO LOST LUGGAGE

Outdoor soy wax candles

Summer is the perfect time for entertaining outdoors, but mosquitoes can ruin your get together. The delightfully scented outdoor candles look great and help to repel mosquitoes naturally and without the sharp and acrid smell of citronella. Available in four gorgeous fragrances: Secret Garden, Into The Woods, Herbs & Spice and Mediterranean, the outdoor range are triple scented and individually hand-poured using the finest natural soy wax and lead-free wicks with a burn time of up to 80 hours. Each 400 gram glass jar comes packaged in a divine floral cylinder. RRP: $49.95. To order visit www.emmelle.com.au

DIY business planning

Does the thought of business planning send you into despair? Don’t be discouraged! This DIY award winning kit can help you focus in on a clear vision for the future of your business. Journey through the 7 ‘rooms’ of your business, starting in the ‘history’ room and finishing in the ‘renovation’ room, with this creative visual kit comprising graphic worksheets, instruction booklets, motivational cards, webinars, online resources and 1 hour Skype coaching session. RRP: $497.00. www.ezistrategicplan.com.au

Over 26 million bags go missing during transit every year worldwide, which means airlines are losing over 3000 bags every hour! LugLoc uses cellular signals (GSM), state-of-the-art technology that is able to locate your misplaced luggage within minutes in ANY airport in the world. LugLoc has a 40 day battery and an easy-to-use app to track your baggage. RRP: $49.00. Available in all David Jones stores or visit www.lugloc.com.au

Thirsty skin secret

Give your skin a drink with this divine cocktail of pure plant extracts known for their anti-oxidant and regenerative properties. Griffin+Row Hydrate is free from harmful chemicals, parabens, petrochemicals and is not tested on animals. Use it anytime to rehydrate and give an instant skin refresh. This uplifting spray helps to combat dry skin and maintains natural moisture balance – so essential to keeping skin looking young and fresh. RRP: $29.99. Available for purchase from www.griffinandrow.com

SCAN ON THE GO

This portable, cordless handheld scanner preserves important documents, letters, or recipes onto a memory card for later retrieval on your computer. RRP: $149.00. To purchase online visit www.betterbrands.com.au

WANT YOUR PRODUCTS LISTED HERE?

Email a professional product photo (tif or jpg at 300 dpi) and a 60 word description including the RRP and where readers can purchase the product to editorial@womensnetwork.com.au Summer 2013/14 n WORKING WOMEN® 23

WW CYBER SAVVY

Think of your website as a phone number Today, a website of some kind is as important as a telephone number. MARGARET SHAKIBAIE delves into what you need to know about having a website that your customers can find and navigate with ease, and a website that sets you apart from your competition. Would you consider running a business without a telephone number? How much business would you lose if your telephone number was disconnected for just one week? Can you really afford to run a business without a website? And is “just having a website” enough? There are a few things that you should consider in regard to having a business website.

Does your website conform to industry standards? Would you accept your telephone number working only if people phoned from Nokia and Samsung phones? It seems ridiculous to consider but this is the case with lots of small business websites, if they are not built to industry standards. Web pages can be rendered differently according to the internet browser the viewer is using. At the beginning of 2005, 75% of internet viewers used Internet Explorer, with the remainder choosing Firefox, Mozilla, Netscape and Opera. At that time most web developers only developed for an Internet Explorer experience. By 2009, Firefox had quickly caught up with Internet Explorer, and by mid-2011, Firefox was the leader in preferred internet browsers, with Chrome overtaking Internet Explorer as the second most preferred browser. Firefox and Chrome conform to industry standards, however Internet Explorer does not. Have you considered how your website looks on these different browsers?

Or different versions of these browsers? For example, it is a well-documented fact that Internet Explorer 7 is buggy. So, your website may look great on Internet Explorer 8 and Firefox 4, but how does it look on Internet Explorer 7?

Is your website optimised to Google standards? After your business phone number is connected, the next thing you would do is ensure that your phone number is listed in the phone directory. After all, what’s the use of a phone number if your clients can’t find the number? For your phone number, this happens automatically with the White Pages and the free Yellow Pages listing. But not so with your website. To ensure your website is indexed by the major Search Engines you need to tell them that the website exists, and the search engines then need to be able to discover your business type and what you offer through the website content and the way the content is displayed. Search Engines simply use maths, nothing magical or mysterious, just basic maths. The number of times words are used, the positioning of the words on the page, and the number of links coming into your site are all part of the search engine’s algorithm. The original Search Engines accepted the keyword meta tags for indexing, but this is a thing of the past. In recent times, Google (and other search engines) decided to use the page content and the quantity of links to the pages to organically

calculate the relevancy of the page to the search word entered by the viewer, and dismissed the content of the keyword meta tags.

Does the design of your website appeal to your target market? Who is your target market, is it the Baby Boomers entering into retirement or Gen X, or the younger Y Genners? Is it women or men, parents or grandparents? The design, content, images and even font size and colours are things that need to be considered when designing a good website. Other matters you need to consider are the quality of visual effects and the navigation. Optimum navigation for a young Y Genner is very different than for an older Baby Boomer.

And what else? So you have a good, working website that is well optimised, and is visually appealing to your target market. What is the added value you can give your prospective clients through your website? What will your point of difference be from your competition? The possibilities are endless and limited only to your imagination and budget. A lot of your existing business operations can be carried out through your website over the internet. n

CONTACT Margaret Shakibaie BUSINESS The ICT Shak PHONE +61 (7) 3103 3133

www.theictshak.com.au

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WW COMMUNICATION

strategies to push back without being pushy

Are you too agreeable? Is your career suffering because you fail to speak up to avoid ruffling feathers? MARGIE WARRELL looks at strategies that will assist you when you want to get your opinion across, candidly yet respectfully.

We have all heard it said: When a man pushes back on an argument he’s called assertive, when a woman does it, she’s called bossy. However, if your fear of being called bossy causes you to keep your mouth closed when you disagree with the status quo, then you will never grow the influence nor command the respect you want. No-one likes a pushy person. However, that doesn’t mean you shouldn’t push back from time to time. In fact, if you don’t, your career will pay the price. Speaking up to express an opinion that may go against the grain of consensus takes courage. You have to step out from the safety of your conversational “comfort zone” and make yourself vulnerable to criticism, if not worse. It explains why women, who are so finely tuned to other people’s emotions and good at building relationships, are so loathe to do anything that might disrupt them. It also explains why, too often, we opt for the path of least resistance – tip toeing gently around sensitive issues so as to avoid ruffling feathers or causing upset. But here’s the deal – in today’s workplace where ‘Yes-men’ (and women) are all too plentiful, those who are willing to stick their neck out and question the status quo thinking not only add more value, but become more valuable to others. Sure, your boss or a colleague may not always agree with you. Some might think you are being difficult. However, being someone others can rely on for a candid, even if not politically correct, opinion can open doors to opportunities that will never go to those without an original thought who choose the safe path for fear of ruffling feathers or rocking the boat. When all you do is ‘go along to get along’, you deprive others of the value your perspective holds. Everyone is worse off. So, while no-one likes someone who pushes their opinion down other’s throats, sometimes it is important to speak up, and share what’s on your mind, lest groupthink prevail. Try these 7 strategies to disagree without being disagreeable:

1. Distinguish position from person Disagreeing can activate people’s defences as you challenge their view of reality. It’s therefore important to distinguish the opinion

that you are pushing back against from the person who holds the opinion. Doing so will enable you to disagree in a way that others don’t feel is arrogant or righteous, but instead respects how they came to see things as they do, while offering an alternative perspective. What’s important is that people understand that you are not pushing them back, but rather their position.

Speaking up to express an opinion that may go against the grain of consensus takes courage. 2. Offer a Solution Come armed with a recommended alternative solution. It’s easy to say, ‘I disagree’, but it’s not so easy to develop, present and sell a different solution. If appropriate, consider enlisting a ‘co-conspirator’ who is trusted by the person you are pushing back.

ideas already expressed and invites further conversation to expand perspectives. For instance, “I hear what you’re saying and would like to ask if you have considered this...”

7. Concede defeat graciously If you are not going to win, be sensitive to when it is time to give up the fight and accept defeat graciously without alienating yourself or damaging trust in your relationships. You are then more likely to earn respect as someone with the courage to speak candidly yet respectfully. n

CONTACT Margie Warrell BUSINESS Global Courage PHONE +61 (3) 9111 5653

www.margiewarrell.com

3. Back up your position Prepare ahead with good examples that support your case. Since most people tend towards riskaverseness, demonstrating what others have done in similar situations may lessen others’ misgivings and alleviate their fears.

4. State the business case Ground your push back or disagreement in a business-related reason (a mutual concern). Opinion is important, but if people see that a legitimate business concern is driving your concern or disagreement, then it takes personal judgment and personality out of the equation and keeps the conversation focused on the content.

5. Inquire before advocating If there is something you disagree with say, ‘I think I understand what you’re trying to say but help me with this aspect: I’m having trouble seeing how to get from here to there’. This moves you from advocating for your opinion to inquiring. By inquiring you are better placed to turn the conversation back to your winning points.

6. Yes and... Instead of saying ‘yes, but’ say ‘yes, and’. The former negates anything that came before it and seems combative. The latter creates an extended conversation that builds on Summer 2013/14 n WORKING WOMEN® 25

WW COMMUNICATION

Speak Easy:

THE ULTIMATE SPEAKER STEPS Neuroscience has proven that your reality is constructed by your thoughts, attitudes and beliefs. It is possible to create your day the way you want it to be. KIM TAYLOR shares three easy steps that you can apply right now to ensure you design the life you dream of.

If you have ever started your day in a grumpy mood and then it followed that the rest of your day was negatively impacted, then you may not have been aware that the mood you choose to start your day with influences the rest of your day. Can you relate to having days when everything seems to go wrong? n

Do you believe there is a connection between what you feel and how your day evolves? n

Do you wake up each day trusting that you have the power to influence whether or not your dreams and visions ever become a reality? n

Dr Joe Dispenza, neuroscientist and author shares: “I wake up in the morning and I consciously create my day the way I want it to happen . . . The more I do that, the more I build a neural net in my brain that I accept that that’s possible. This gives me the power and the incentive to do it the next day.” Can you relate to Cindy’s situation below? Cindy hit the snooze button again. The insistent phone ringing finally roused her. She sleepily reached for the receiver and snuggled deeper into her pillow. “Where are you? I’ll be late for my doctor’s appointment,” her mother’s voice shrieked down the phone. She frantically grabbed a strong espresso then tripped over her cat, Sammy, and the contents of her coffee mug splashed down her tailored white suit. Could it get any worse? Her day was in a mess: experiencing her mother’s wrath, being an hour late for work, feeling overwhelmed and so much more. If you

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Eating at work

1. What is the ultimate version of myself I can become today? 2. How can I bring a sense of possibility and be a positive inspiration for change? 3. How can I speak from my heart so that I’m heard and I come across as authentic, natural and confident? Since starting her daily ritual “Time to Align”, Robyn had noticed how her ability to communicate with herself and others had dramatically improved. Robyn laughed to herself, “It works! I’m loving the flow of good things coming my way.” In Dr Joe Dispenza’s book Evolve Your Brain, he explains that research has proven that when someone has consistently mentally practiced something, such as playing the piano, they develop the same amount of talent as someone who had consistently physically practiced. To live your life more like Robyn and less like Cindy, so that you feel centred and in command of your day, you can apply the same essential steps that may take your speaking skills to the next level.

Believe to Achieve. It’s about believing you can achieve your outcome before you get there, as opposed to reaching your outcome and then believing it is possible. In the words of William Arthur Ward, author, editor and teacher: “If you can imagine it, you can achieve it, if you can dream it, you can become it.”

See Yourself as Successful. Common physiological symptoms and indicators of anxiety occur when public speaking, including a dry mouth, a pounding heart or feeling judged. The way to overcome your public speaking fears and create your positive day is to visualise yourself as successful and confident.

Intention for Your Empowerment. Set your intention to create your day every day. Close your eyes. Breathe deeply. Envision what you would like to see happen. Hear the empowering conversations with the people you may meet. Feel the emotions that will inspire you. “With our intention, we can change the energy, add new information, and manifest whatever we want, need, or desire. Abundance is unlimited, unbounded, and always available.” – Deepak Chopra. Here’s to speaking from your heart and creating your ultimate day! n

CONTACT Kim Taylor BUSINESS Kim Taylor Ultimate

Speaker +61 (0) 408 714 088 www.ultimatespeaker.com.au PHONE

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assertive or just plain pushy?

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Read on...Robyn awoke to the sound of a whip bird outside her window. It was 5:15 am on a crisp Spring September morning. With her eyes still closed, she breathed deeply and automatically asked herself the special questions she had taught herself to contemplate as soon as she awoke:

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The Steel Tank Specialists Manufacturing steel Fuel Storage Tanks for the Petro-Chemical and Energy Industries AUSTRALIAN tank specialist Austank is a leading supplier of fabricated custom-designed tanks.

to provide an outstanding solution for the site’s lube oil facility and diesel fuel farm.

From its first 450L oil tank, Austank’s capabilities have grown with the company now fabricating tanks ranging from 15L to 1.2 million litres. Austank’s most recent achievement was its first 95,000L containerised diesel fuel cell, built at its Melbourne factory. Five containerised tanks were sent to a Queensland mine site, where they continue

Austank designs, engineers, fabricates and installs a wide range of tanks – rectangular; vertical and horizontal single skin; and the popular self-bunded designs. Austank supplies pumps and bowsers creating a complete fuel management system and works closely with the fuel, oil and gas and mining industries.

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Summer 2013/14 n WORKING WOMEN® 27

WW COMMUNICATION

Do you need a content writer

or a copywriter?

There are so many words that get thrown around in the big wide world of writing that it can be confusing. Content, copy, copywriting, content marketing. Is there really a difference? The short answer is yes, there is a distinct difference, writes ELIZABETH CAMPBELL. There may be some confusion surrounding this topic – in fact, you may not even know there is a difference when it comes to content writing and copywriting until you need the services of a content writer or a copywriter, or both. The definition is simple. That’s the easy part. It’s the relationship between these two where it becomes like a scene out of the movie ‘It’s Complicated’. But a good writer knows the difference and how to use them both effectively.

Put simply: Content tells and copy sells.

A copywriter writes promotional copy that promotes or sells a product or service. A content writer develops content that is informative and appreciated by the reader. It is used to add value to help drives readers or viewers to a site, blog or publication and hold their eyes there. It is about making a personal connection. If you have good content people are likely to return, they’ll stay for longer and they will share it. But, ultimately, they will sign on to you and your products and services. You have probably heard the expression content is king? Perhaps that should be content marketing is king. Did you know 96 per cent of Australian marketers use content marketing, according to the Content Marketing Institute? Australians also use an average of 12 content marketing methods to engage consumers, including mobile apps and content, newsletters

and print magazines. To target businesses, marketers are more likely to use case studies, white papers, webinars, webcasts and research reports.

Copywriting: Copywriters write to sell and promote, just think of an advertisement. It has a call to action and its main purpose it to make its readers do or buy something.

The more content you have on your website the better. It will help reinforce your brand as a credible source of information and education, and make people want to read on. Your readers are more likely to sign up for your newsletter or blog, watch your videos and subscribe to your webinars – and, ultimately, buy your products and services, because they trust what you are saying is correct, true and expert. They trust you.

Sales pages, product descriptions, advertisements, sales emails, infomercials and direct sales letters are all examples of copy.

The differences between content writing and copywriting

Content writing: Essentially, content communicates with your readers, customers and prospective customers without actually selling them anything. It’s quick, informative and educational and it is written in a “nonsalesy”, no-spin way. Think of it like an editorial piece or feature story that you would read in a newspaper or magazine. A Facebook post or blog may go viral, but a direct sales letter probably won’t. Content is what your readers want. Examples of content include: Blogs; magazine and newspaper articles; newsletters (online and offline); webinars; podcasts; videos; websites, profiles and online articles; mobile apps and content and social media platforms.

A budding relationship

While there is a distinct difference, the pair need each other. It’s like that song about love and marriage and a horse and carriage – you can’t have one without the other. There’s no point in having a website full of content if it’s not selling, promoting or marketing your products and services. Likewise, a high-gloss magazine with only advertisements in it may not be very appealing. People don’t like being “sold to” so the only way is to have a healthy mix of the two…good content can have a call to action or opt-in. Good copy can be valuable and informative. There are killer copywriters just as there are awesome content writers. But they should both know the difference between content and copy, and where, when and how to use it. n

CONTACT Elizabeth Campbell BUSINESS EC Writing Services PHONE +61 (0) 427 366 824

www.ecwritingservices.com

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WW COMMUNICATION

From parchment to touch screens WHAT IS A BOOK IN 2013/2014?

Print books, ebooks, book apps – what is a book? WENDY SMITH takes a quick trip back in time to follow the evolution of the book, before looking at what a book is and could be in 2013, 2014 and beyond. Up until quite recent times, if I had said the word ‘book’, everyone would have pictured words printed in ink on paper pages. This has been the same since books were first mass produced on the first movable type printing presses – books like the famous Gutenberg Bible which dates back to the 1450s. Prior to that, in the western world anyway (the Chinese were ahead of the game when it came to printing) books could only be found in the possession of the wealthy elite or in the libraries of monasteries, where the parchment pages were painstakingly hand copied by monk scribes.

age, and even their likes and dislikes. A book app could interact with your website or other sites and even make a booking, or download information or products. The possibilities are endless!

HOW DOES THIS APPLY TO YOU AS A BUSINESS WOMAN?

There is the potential for you to use some of this new book technology to create something extraordinary to promote you and your business and it is important to know what is possible, and to dream.

IN 2013, THE STORY HAS CHANGED DRAMATICALLY!

But a word of warning, for those of you who were around at the time, think back a few years to the early days of the world wide web when new versions of web browsers were released with new features and capabilities.

Have you heard someone mention the paperback they threw into their bag to enjoy on a weekend away? Or was it a Kindle, a Kobo, a Nook, a Sony, an iPad or a tablet? Or maybe a phablet (a cross between a phone and a tablet) or an iPhone or Smartphone?

Can you recall the mostly text-based websites that morphed into monstrosities with neon coloured backgrounds, flashing text, scrolling banners and horrendous soundtracks that woke up the whole office when you unwittingly ventured onto the page? Why did the webmasters subject poor unsuspecting web surfers to those horrors? Because they could! Often, there was no good reason for it, they just wanted to play with the new toys in their box.

Just recall the ‘books’ you have read during 2013 and think about how the people around you refer to their reading matter.

It wasn’t too long ago when paperback or hardcover were the only options to consider when publishing a book. Whereas now you may be offered epub, mobi and assorted other ebook formats, or perhaps a book app for Android and/or Apple devices. It is mind boggling! And what is an ebook (or an eBook or an e-book)? Yes, it is an electronic book – a book that you read on an electronic device – but no longer is a book limited to words and images on a page. Within the pages (a term I use loosely) of your book, you can now embed video and audio and hyperlinks to external websites and web apps, and for book apps you can program your apps to do pretty much anything that the device on which it is running will allow. In a fiction book, you could let your reader decide on settings and characters and plot pathways and even how the story ends. For non-fiction books, your reader could personalise their reading experience and maybe restrict the content they see to that which relates to them, dependent upon an array of variables such as their location (based on GPS), their preferences and customised settings, their gender and

Foreign language translations of any of the above n

So, what is a book to you? What kind of book would you like to write and how would you like to present your story or message to your readers? Sure, dream big, but don’t get distracted or overwhelmed by the rapid changes in technology or the vast array of options available. Remember, even Neil Armstrong started with baby steps down here on planet Earth – so how about you start with something simple and put a few words down on a page. n

CONTACT Wendy Smith BUSINESS Jewel See Editing PHONE +61 (7) 3349 4440

www.jewelsee.com.au/editing

THE

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Hi g h Tea PARTY

Were all those bells and whistles helpful? Or were they mostly annoying and cringe worthy and likely to drive you off the webpage as quickly as possible? Yes, multimedia and fancy features do have their place and can be fantastic when used appropriately. But when used inappropriately they can do more harm than good, and they can distract your “reader” from the message you are trying to communicate.

LESS IS MORE!

Sometimes, less is indeed more – this is not an empty cliché, it is reality. It may be appropriate and more powerful to simply have words on a page – yes, just like a book really! Don’t forget, there is also the option to create multiple different versions/editions of your book: n

A print book (paperback and/or hardcover)

An ebook (in multiple ebook formats)

An audio book

A book app Summer 2013/14 n WORKING WOMEN® 29

WW BETWEEN THE PAGES

TOP SHELF

OfftheShelf

Books, they hold the answers to the great questions in life! Basically they offer the same words just in a different order, but they have been inspiring, educating and bringing tears to eyes for years. Here are our top choices. YOUNGER SKIN IN 28 DAYS – The fast-track diet for beautiful skin and a cellulite-proof body Karen Fischer $29.99

Younger Skin in 28 Days reveals how to swap skin-ageing foods for similar, everyday foods from your local supermarket to create beautiful skin in a matter of weeks. Backed with hundreds of scientific references, it is a sound diet program designed to prevent nutritional deficiencies and support total body health and wellbeing. It also includes a three-day alkalising cleanse, a fourteen-day menu plan with handy menus and shopping lists, and 80 delicious recipes. Available at www.exislepublishing.com.au or wherever good books are sold.

MIND POTENTIAL – Unzip the Fat Suit Using Your Mind Maggie Wilde $29.95

Have you or someone you know ever battled with boredom eating or emotional comfort cravings? If you are fed up with ridiculous dieting, lack motivation for sustainable exercise or wish you could reveal the slim and healthy you permanently, then this book is for you. It provides step-by-step strategies to eliminate unhealthy cravings and eating habits, build motivation and put a stop to the unhelpful battle in your head about your body, food and exercise. Your mind has the answers to reveal that slimmer you, this book provides the keys to unlock that potential. RRP: $29.95 or e-book $14.99 To order visit www.thepotentialist.com

500 WORDS OF WISDOM – From Australia’s Most Iconic Women in Business on Success & Leadership Sarah Liu $29.95

500 Words of Wisdom draws on 23 of Australia’s most iconic female leaders to each contribute 500 words on success and leadership, with the aim to empower and equip young women to pursue their dreams and rise up to leadership. Contributors include: Kristina Karlsson – Founder and Creative Director for kikki K, Pip Marlow – Managing Director of Microsoft Australia, Lorna Jane Clarkson – Founder and Chief Creative Officer of Lorna Jane, Maryanne Shearer – Founder and CEO of T2, Jayne Hrdlicka – Group CEO of Jetstar, Jacinta Tynan – News Presenter and Journalist, and Catriona Noble – CEO of McDonalds Australia, just to name a few. Available online at www.littlegirlbigdream.com

LEADING ON THE EDGE – Extraordinary stories and leadership insights from the world’s most extreme workplace Rachael Robertson $29.95

A compelling account of Rachael Robertson’s inspiring journey to the wilds of Antarctica as one of the youngest people to ever lead an expedition and one of the first women. The book provides a rare insight into the extreme highs and lows of leading a team, round the clock for a full year, through months of darkness and with no escape from the frigid cold, howling winds, and each other. Throughout the process Rachael discovered powerful lessons about what real, authentic leadership is and how to build a resilient and effective team from a group of diverse individuals. Available at all good book stores or head to www.rachaelrobertson.com.au for a signed copy.

HEY DUDE – Who Moved My Gumnuts? Lesley Dewar $3.99

This book introduces children to the world of seeds, plants and black cockatoos in a bright and breezy story, filled with full colour pictures and interesting information. Written in clear, easy-tounderstand prose, the story explores some of the seeds most commonly found in our back garden and helps children learn about conservation and nature. With questions at the end and links to good websites, it is a must have for parents who want their kids to understand and love our Australian wildlife. Available online only www.storiesmynanatells.com/characters/ppv101/

30 WORKING WOMEN® n Summer 2013/14

INSPIRED LIFE JOURNAL

Helene Kempe and David Nolan $29.95 This journal is a wonderful tool to empower you to recognise just how amazing your life really is. It is a workbook designed to help you take a little time each day out of your hectic life to simply reflect on the day’s activities and sit in gratitude and love for all that you have. You will feel empowered when you take time to look at your life, the challenges, the rewards, the simple things for which we can all be truly grateful and stay in tune with the greatest power known to man, love. This book can transform your life…if you want it to. Available for purchase at www.OptimumThinking.net

WW GOVERNMENT RELATIONS

COMMUNICATING with the new government As the new Abbott Government settles in, meeting in person with government representatives is an effective way to ensure that your business’s voice is heard where it matters. JO SCARD offers her top tips on how to approach a Member of Parliament.

The first thing to consider when thinking about meeting with the government is which representatives will have influence over the outcome you are hoping to achieve. These people become your targets for a meeting request.

They have a large number of experienced Ministers who have been in the parliament for a long time.

your “ask”, though it may be best not to mention this directly when you first request the meeting. Rather, state your wish to discuss the issue more broadly.

The election of the new Abbott government brings a new lobbying climate and a new set of actors with the ability to shape outcomes that matter to you and your business. Some key facts you should know about the new Abbott government: They have a large majority in the House of Representatives but do not control the Senate. n

The government is likely to look favourably on initiatives that incorporate an enterprise element and demonstrate independent revenue streams. n

You may need to reach out to your local MP about an initiative your business is creating in your area or it may be a bigger issue involving legislation or policy. Whatever the reason there are a few things to think about up front: Do you or anyone in your business have existing relationships with members of the new government? n

How can you frame your issue so that it will resonate with their values and priorities? n

Do you have influential allies in the community or on the federal cross bench who can help show support for your case? n

While government representatives are often very time poor, there are a number of ways in which you can maximise the likelihood that they will make time to meet with you.

1. The first thing to consider when thinking about meeting with the government is which representatives will have influence over the outcome you are hoping to achieve. These people become your targets for a meeting request.

2. The second thing to consider is how each target might be able to assist you. This becomes

3. Put in a call to the office of each representative on your target list, letting them know that you are looking to send through a meeting request to the MP, and politely ask for the email address for their diary secretary. Often this can be more effective than sending a request to the generic inbox.

4. Send through a simple email outlining your reason for requesting a meeting and providing an indicative timeframe for when you would like to meet.

5. Provide a one-page background brief on the issue and/or your organisation as an attachment to the email where possible.

6. Follow up with the office via phone after about a week if you have not received a response. Continue to politely follow up each week until you receive a response and confirm the meeting a couple of days beforehand. Remember that MPs and Senators are your elected representatives and are duty bound to meet with their electorates so you have every right to ask them to meet with you. Good luck! n CONTACT Jo Scard BUSINESS Fifty Acres – The

Communications Agency +61 (2) 6282 7350 www.fiftyacres.com PHONE

Summer 2013/14 n WORKING WOMEN® 31

Be a REAL and RECOGNISABLE face for your business.

WW MARKETING

Creating your 12 month

video marketing plan

Whether you want to put your business on the big screen… or onto lots of small screens of your potential customers, KERRIN SMITH focuses in on a plan to market your business via video over the course of 2014.

Get noticed online with unique and powerful business portrait photography.

Large businesses use video through paid advertisements, interviews and television programs (not to mention product placement in movies). So sometimes seeing the benefits of video on a smaller scale and budget can be difficult. However, video can be just as influential for smaller businesses by enhancing personal branding. On top of that you can create saleable products, bring testimonials to life and provide information without the need to personally be present for each and every client.

Okay, I’m listening – Creating a 12 month

Build trust and credibility with a dynamic business video.

plan can help you develop a strong video presence for your business online and at the same time can also break the task down into small, manageable pieces. The Christmas and New Years break will provide the perfect time to get your plan ready. Why not grab a notebook, a calendar and a sparkling festive drink and enjoy a stress free and worthwhile brainstorm to get your strategy worked out for the coming year?

Video testimonials are gold. If you can get someone on camera raving about your business it provides the ultimate in a testimonial that consumers can trust. Create a unique personal brand with entrepreneurial photography and video packages by Kerrin Smith. Get ready to go online:

• Social Media Sites • Blogs • Profile Pics • Websites • Facebook Banners • eNewsletters • Landing Pages • eMagazines • YouTube Channels

For more information on video and photography packages contact Kerrin Smith on: info@kerrinsmith.com.au 0457 229 087 kerrinsmith.com.au/store

Brainstorming and planning – Business videos work best when there is variety, individuality and insight into you the person. Think about what you are doing for the year ahead. List all of the events, launches, seminars and speaking engagements that you will be attending. Then list anyone interesting you might be having a coffee with or any new projects you intend to start in 2014. All of these appointments can easily be used to create video blog posts or interviews. In the week before each engagement write a note to remind yourself that a video opportunity is coming up so you can prepare for it in advance.

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32 WORKING WOMEN® n Summer 2013/14

with an up-to-date introduction video on your home page. If you are lacking creative ideas on how to give your intro video a makeover

then brainstorming will again provide you with inspiration. Write a list of all the new areas of your business. What has changed in your business? Is your focus more refined and why? Have you developed into new areas? Has your range of products or services diversified? Has your business got a new image to share? This list will help you think, plan and prepare a brand new welcome video.

Make some money – Identify some quiet times in your calendar and allocate more involved video projects for these periods. The perfect video projects for these times are video products or instructional videos. These videos may be something you want to sell as a package or something you would like to use to simply add value to an existing product or service. Either way, writing these into your calendar will keep you focused and productive even in your traditionally quiet business periods.

Got some raving fans? – Video testimonials are gold. If you can get someone on camera raving about your business it provides the ultimate in a testimonial that consumers can trust. To get this job done in a quarter of the time why not make a morning of it. Invite a small group of your most satisfied and excited clients along for morning tea and get them to share their experiences on camera while they are there. But remember to avoid noisy street cafés as the background noise could detract from the quality of clips.

Get cracking – With your 12 month video marketing plan now created, you can easily get to work. Make headway each month with your small projects, stay ahead of your competitors and really create some worthwhile business tools. Enjoy the benefits of planning ahead and really maximise the opportunities available to you in 2014. n

CONTACT Kerrin Smith BUSINESS Kerrin Smith Photography |

Film | Art +61 (0) 457 229 087 www.kerrinsmith.com.au/store

PHONE

WW LEGALLY SPEAKING

Trade names versus trade marks

ARE YOU PROTECTED?

A common costly mistake that businesses make is to confuse trade names with trade marks. MICHELLE DON PAUL explains the difference between a trade name and trade mark, and why not knowing could cost you. Many business owners have a misconception that they are protecting their business reputation, products and/or services by merely registering a business or company name. While some of the most valuable trade marks in the world are also business names, it is important to know that choosing and registering a business name does not provide any rights to use that name as a trade mark.

TRADE NAME VERSUS TRADE MARK A trade name is the name under which an entity “conducts business”, commonly referred to as a business name. Registration of a trade name is a state requirement if you are trading under a name other than your own. While procedures vary from state to state, businesses are generally not subjected to rigorous criteria when approving these names for registration aside from ensuring that a proposed business name will not cause confusion by being too similar to any existing registered business names or company names registered with ASIC. Most importantly, state governments never evaluate a trade name as a prospective trade mark. Registration of a business name does not provide any protection for the name, mark, or goodwill of a business. Registration only prevents another person from carrying on a business under that name in the state of registration and does not prevent another business located in another state from using that same name, or prevent the importation of

goods with similar or substantially the same marking entering the market. A trade mark registration provides you with the exclusive right to use a name or logo in relation to specified products or services in the country of registration. Similar to any other tangible property, the owner of a trade mark has the exclusive rights to use the trade mark and can prevent another third party from using the trade mark. A trade mark is also not limited to a business name but can also include a phrase, logo, symbol, design, image, or a combination of these elements.

IS IT SAFE TO USE MY TRADE NAME?

Some businesses assume that a registered name gives them the right to use that name for any purpose related to the business. However, when the business is using its trade name to identify its products or services, then the name is functioning as a trade mark, and trade mark law must be considered. A business has a legal right to use a name as a trade mark only to the extent that it does not infringe upon existing trade marks. If your name is identical or “deceptively similar” to a registered trade mark such that it causes “a likelihood of confusion”, use of the name could be problematic. If you are found to infringe a registered trade mark, you might have to change your name, spend money on corrective advertising or even pay for the lost profits of the holder of the registered mark, among other things. Keeping others from using confusingly similar names to your own in the future also requires steps such as trade

mark registration and diligent monitoring and defence.

3 KEY POINTS TO REMEMBER:

A business name is the name under which a business operates and a Trade Mark is a name or logo used to identify the source of the business’s goods and services. n

If you plan on using a name as a trade mark, seek the services of a trade mark attorney to research the name for potential conflicts and/or register the name as a trade mark. n

The use and registration of a Trade Mark gives better protection for trade names, trade marks, logos, and the goodwill of the business. n

While registration of a trade name is a state requirement, the best protection becomes available on registering a Trade Mark. Registration of Trade Marks can add significant value to a business and ensure the most effective legal remedies available against competitors who infringe the Trade Mark. n

CONTACT Michelle Don Paul BUSINESS Adept IP PHONE +61 (3) 9566 7241

www.adeptip.com.au

Protecting your most important business asset Intellectual property (IP) can be the most valuable asset your business has. Intellectual property plays an integral part in securing a leading market position and ensuring that competitors do not copy your innovations, ideas and reputation that create your competitive advantage. Whether you have: n a new and distinctive shape or appearance for a product to be protected by a Design; n an idea or invention to be protected by a Patent; and/or n a name and/or logo to be protected by a Trade Mark.

Adept IP takes the time to understand your business and its needs so that we can help you identify, build and protect your IP, so that you can maximize and profit from your IP and “add value” to your business. WorkIng Women readers offer: Call (03) 9566 7241 or visit: www.adeptip.com.au now to book a free no-obligation consultation. mention this advert to also receive a free IP assessment. Summer 2013/14 n WORKING WOMEN® 33

WW HUMAN RESOURCES

5 steps to engage your team in

STRATEGY

Organisations that dive headlong into strategic planning, without pre-planning can hit their heads on the bottom of a very deep hole. EILEEN CONWAY reveals the steps to take to engage your team in your strategic planning.

Step 1 – Decide on your team Putting together a team of diverse individuals, from different backgrounds, approaches, abilities, insights and nuances is a momentous task. But it’s also a staggeringly rich source of inspiring ideas, as the whole team comes together with a shared purpose. Your job is to select the right people for the team, then put the time in to plan properly.

HERE ARE SOME IDEAS TO HELP:

Calm the space – calm energy stills the brain and increases capability, allowing your team to make informed decisions based on an understanding of the consequences of their ideas.

Case Study – The Portable Hut

You know your team best, so follow your instincts; some like to get information in advance, others find it intrusive. Consider time off for prep work. A morning or an afternoon will be enough. They say that the best ideas are often formed out of the office, over a coffee, during a walk, or in the shower!

Step 5 – Energise your team Make sure your team feels valued before you start. You need energy not indifference, to make the process come alive.

Use lighting to affect the mood.

Bring the great outdoors inside, with sculptural forms and textures that please the eye. n

For an on-site venue, change the room around or do something different, e.g. hang up a Welcome sign! n

Light their fire – food, music and theming are investments, which will reap their rewards. To create the right ambience for your workshop session, spend time thinking about the right theme. It’s these small details, not a big spend, which will make all the difference, allowing creative ideas to flow. Bliss style – move them beyond nurtured into spoilt. Treat your team like close family or friends. Pull out all the stops: n

Sight – flowers to brighten.

Taste – herbal teas/ freshly brewed coffee for a delicious welcome. n

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34 WORKING WOMEN® n Summer 2013/14

Touch – soft furnishings strategically placed to provide warmth.

Don’t be afraid of adding colour and textures for interest.

Everyone’s diaries get locked up quickly. Give ample warning, don’t ask people to make last minute changes.

Step 4 – Distribute reading material prior to the day

Sound – music to invite, relax and celebrate.

Include venue details, parking instructions and a map, RSVP for catering (including dietary considerations) and it should be out of the ordinary, even snazzy! Your team needs to get the sense that this will be no ordinary meeting.

Clean and cleanse – avoid distractions or clutter. If possible, book a venue away from the office. There are some great deals out there!

Step 2 – Set the date and give 4 to 6 weeks notice

Step 3 – Send out invitations

Make sure your team feels valued before you start. You need energy not indifference, to make the process come alive.

Smell – scented oils to aid ambience.

There was no suitable space in the office that could be described as either calm or nurturing, and with no budget to go off site, so what did we do? We ‘borrowed’ cushions, material, flowers from the garden; fish (still in their fish bowl!) scented candles, china teapots, cups, plants, and our portable hut was ready. The result? Lots of oohs and ahhs when the team entered the transformed room. Knowing how much trouble we had taken they felt truly nurtured. The calm and nurturing energy produced a highly successful process and achieved our goals. Use these five steps and reap the benefits an engaged team will bring to the strategic planning process. n

CONTACT Eileen Conway BUSINESS EZI-STRATPLAN PHONE +61 (3) 5779 1022

www.ezistrategicplan.com.au

WW HUMAN RESOURCES

Is your ‘perfect’ candidate

a liar?

The wrong hiring decision can be very costly. NICOLE QUINCE provides insight into how to recruit well and how to determine that your perfect candidate is NOT actually a very good liar. According to a report compiled by First Advantage, 72% of all employment history checks and 53% of reference checks reveal an inconsistency. The other key area that candidates will lie about is their education or training. In this age of technology and the internet, resume fraud has increased exponentially over the last 10 years so what can you do to protect your company from those seemingly perfect candidates who lie? A Google search can quickly reveal hundreds of websites dedicated to helping applicants commit resume fraud. These include sites such as those that: Offer a degree qualification for a small sum where the university is not real OR where they can fraudulently replicate an existing university degree certificate and even supporting transcripts. n

Offer an employment verification service or a reference check for a fee. Candidates submit the details of what they would like disclosed to the company such as salary, position, responsibilities, length of employment and someone will confirm these details back to the potential employer. n

Detail the steps a person can take to ‘fudge’ their CV and why ‘fudging’ is necessary in order to secure the job. www.fakeresume.com is one such site. n

Many years ago I interviewed a candidate who on paper was fantastic. He not only had the right work experience and education qualifications, he was also a professional golfer and exuded confidence and charm. The manager wanted to hire him immediately but I had a gut feeling something was not quite right. When I started to dig the dirt on him it turned out his entire resume was a sham including listing his friends as referees to pretend to be the actual, real people working in the organisations he had listed down. This experience was a big wakeup call and since that time unfortunately I have caught many other candidates lying or omitting key information on their resumes. I have also discovered the potential Accounts Clerk who had been convicted for credit card fraud at a previous company and the potential lawyer

who had never completed her legal training and was unqualified to practice. At the end of interviewing someone I now tell them I conduct a thorough background search to verify all the information they have provided me and ask whether there is anything I need to be aware of that may turn up. I have had a number of candidates pull out of our hiring process at that point. So what can you do? There are several ways to protect your company and ensure that the perfect candidate really does measure up. These include: In addition to reference checks it is a good idea at a minimum to conduct criminal record checks, education verification checks and employment rights checks. There are background screening companies that can do this for you, otherwise it is easy enough to do yourself if you have the time. You just need to get the candidate’s authority to conduct these types of checks first. n

When doing interviews make sure you get them to fill in any gaps in their resume and ask for details about prior employment history such as specific duties and the name of the person they reported to. When asking questions observe their body language and whether they become tense or try and evade any questions. This can be an indicator that they are not comfortable about something. n

When conducting reference checks always call the company number direct and ask to be put through to the referee rather than phoning a referee on their mobile. You can always go a step further and verify with the Payroll or HR department that the employee worked there, what role they held and how long they were employed there. n

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Contact us today 1300 854 624 Bonuses for you • Celebrate our 25th birthday and receive a night out on us* • Mention Working Women magazine and receive 50% off your registration fee • Also call for your free CD: Find Out if a Nanny is Right For Your Family • And as well, please email us to sign up for our free e newsletter full of family advice • Lastly email us for a copy of our free e-book, 37 Things You Must Know Before Hiring a Nanny

It is worth taking the time to ensure that your applicant checks out okay. n

CONTACT Nicole Quince BUSINESS Everything HR PHONE +61 (0) 402 453 377

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www.placementsolutions.com.au Summer 2013/14 n WORKING WOMEN® 35

WW HUMAN RESOURCES

Workplace health and safety management systems

what you need to know

With Workplace Health and Safety Legislation becoming more stringent than ever, it is no wonder business owners find it a daunting task just to keep up. SHARON COLLITT explains what your business really needs, in a few simple steps, to overcome ‘safety overload’. If you are an employer you have a legal responsibility to protect the health, safety and welfare of people in your workplace. This includes employees, contractors, customers, clients, visitors and volunteers. For your business to achieve this, your workplace is required to have a safety management system in place. More often than not, this can seem like an overwhelming task that has business owners yelling, “Where do I start?”

What is a WHS Management System? A Work, Health and Safety (WHS) System is a series of processes and steps that, applied consistently, will improve workplace safety, reduce workplace incidents and ensure compliance. A well-documented WHS System will create a safe workplace by enabling tasks to be carried out safely and consistently every time. Each element of the system is integral in supporting every other element, as workplace incidents and accidents are usually the result of a chain of events and not a single cause. Let’s look through the different elements of a Work, Health and Safety System.

Hazard Identification, Assessment and Management It is important that your business has an active method that systematically identifies, assesses and manages potential hazards in the workplace. This includes conducting regular workplace inspections, completing risk assessments on identified hazards and putting in place control measures to mitigate risks quickly and effectively. Put simply, you should be utilising inspection checklists, creating safe operating

procedures and implementing hazard control forms. This will not only ensure a safe work environment, but will demonstrate compliance.

Incident Reporting, Recording and Investigation Your WHS system should be clear on how you will handle issues that arise in the workplace. All accidents, incidents and near misses must be reported, recorded and investigated with an active correction process. The legislation has strict reporting guidelines on when serious harm occurs in the workplace. It is important for businesses to remain vigilant in this area.

Workplace Safety Training and Induction The WHS Act requires business owners to not only train and induct workers in the practice of working safely, but to ensure that workers are competent in the areas for which they have been trained and inducted. Training may include areas such as manual handling, equipment use, work tasks, safety equipment usage, fire evacuation procedures and explaining policies and procedures.

Emergency Planning and Procedures Having an effective emergency plan to manage emergencies is critical to your safety system. Having a plan in place and operating effectively will ensure compliance with the legislative requirements. This includes implementing emergency procedures and communicating them to your workers. Having designated fire wardens, periodic testing of your emergency procedures and a consultative review is essential.

Consultation and Participation Actively enabling workers to participate and talk about safety in the work environment is a sure way to create a positive safety culture within your workplace. You should provide ongoing opportunities for workers to be involved and have their interests represented in the development, implementation and evaluation of safe workplace practices.

Document Management Don’t let this be an area where you fall down. It may be the case that you have strong safety measures in place, however, if you are unable to provide evidence of what you have done, you will have a hard time demonstrating compliance. Unfortunately, in today’s age of lawsuits and blame activity, businesses need to be proactive in being able to demonstrate compliance in all areas of their WHS system.

Planning Review and Evaluation Finally, your business should focus on continuous improvement through a systematic approach to WHS. This includes setting specific objectives, establishing support systems to achieve objectives and regular review of progress and evaluation of outcomes. This is easily achieved on an annual basis through a documented review process. n

CONTACT Sharon Collitt BUSINESS Employment Toolkits PHONE +61 (0) 420 749 272

www.employmenttoolkits.com.au

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Induction • WH&S • Performance & Development • Policies & Procedures • Recruitment & Selection 36 WORKING WOMEN® n Summer 2013/14

WW ON THE MONEY

H O W TO G E T VA L U E F R O M

insurance

With an increasing number of options available, how do you choose the best insurance company and policies for your situation? KATE FAIRLEY explains how you can ensure you are receiving value from your insurance policy and not just throwing your money away. Brand name or no name, for everyday purchases like tissues and ice cream what’s the worst that can happen? You have a bit of a rough time until you realise the error of your ways and go back to aloe vera softness. With insurance, the repercussions are a little more serious. In terms of insurance, the no name equivalents are those you can buy yourself using comparison websites or a simple Google search. There are brand name products available, but you can only buy these using the services of a licensed general insurance broker. Brokers often relate their services to lodging your tax return, you can use e-tax and do it yourself, or you can use an accountant. While you do pay a small fee for the accountant’s time, you generally receive a larger refund from the ATO because they know the ins and outs of tax law. Have you ever needed to lodge an insurance claim? It causes a great deal of anxiety for most people because they are never sure if their insurance will cover them for even the most basic of events. This is for good reason too when insurers are starting to change definitions for even basic things like storm and water damage. The biggest difference between a broker and an insurer comes at claim time. An insurer will look for the fine print which reduces the

Did You Know? Each week over 15,000 women in business devour the content delivered via Women’s Network Australia’s eNoticeBoard.

amount they have to pay you. A good broker will look for the fine print which gets you the most back. If you have a complex claim where the insurance company is disputing whether rainwater entered your home because of wear and tear or damage from a storm, your insurance broker will take over and negotiate for you. They will even help you take your claim to the Financial Ombudsman Service if required, all for that little annual fee you paid up front. You will also often receive a higher payout from most claims because the quality of the policy wordings sold by brokers is superior to those available to the general public. Computer equipment such as laptops, tablets and mobile phones are not limited at all with a broker, but with some direct insurance companies these items are now limited to $1,000 each and just $5,000 in total which wouldn’t be sufficient for the majority of Australian households. Flexible excess options are another bug bear of brokers because it never works out in the insured’s favour. Insurers have only recently started offering increased excesses (the first amount you have to pay towards any claim) as a marketing tool because they have realised it is a great way to knock out some of the smaller claims like accidentally backing into the garage door. If you have chosen to save $30 by increasing your Building excess from $450 to

or visit www.womensnetwork.com.au

It all comes down to what is going to give you the most value – this means weighing the cost against the product features. You can easily save $100 on your annual premium by shopping around, but this could cost you $1,000s on a simple burglary claim, and millions on a liability claim if you move to an insurer who excludes liability cover for recreational sporting activities like golf and basketball. There’s an enormous amount of marketing material telling you to shop around for the lowest price, but this comes at a cost. Avoid the no name and feel confident that you are making the right choice by using a professional. n

CONTACT Kate Fairley BUSINESS Get Informed PHONE +61 (0) 433 544 211

www.getinformedinsurance.com.au

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Summer 2013/14 n WORKING WOMEN® 37

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AGED CARE

dispelling the myths

Australia’s population is an aging one, there is no doubt about it. What are the issues that the elderly and their families need to consider when it comes to Aged Care? BIANCA DEZOTTI, PATRICIA DOYLE and SUSAN RALLINGS look at the different types of aged care available in Australia as well as the different costs involved. Aged Care does not have to be scary, it is a part of getting old. It is best to have a plan in place so that you understand the options available as well as what is most appropriate for you and your family’s circumstances. Who needs aged care? A woman who is 65 today, has almost a 70% chance of needing to access aged care and men have a 50% chance of needing to access care services at some stage in their life, these may be at home or residential services.

The options available in aged care: Low care and high care, don’t confuse retirement villages with aged care facilities, this is something different entirely, there may be retirement villages with aged care facilities, however, a retirement village is not what we are discussing. Low care is for those people who have some difficulty looking after themselves at home on their own whether it be bathing, cooking meals, and general daily activities of living, whereas high care is generally for bed-ridden people who are quite frail and find it difficult to look after themselves at all. The type of care required is assessed and confirmed by an ACAT (aged care assessment team) assessment. This is a 1.5 hour interview by medical professionals, generally in the home. Fees – low care has a different fee structure

to high care. In low care some of the fees include: entry fee (a bond which is negotiated), basic daily fee, income tested fee and an extra service fee. The word ‘bond’ can be a little frightening. Although this can be a very large fee which is determined by each individual facility, it is important to note that the majority of this bond is returned to the person/family either when they leave the facility or upon death. High care does not include a bond, it has the same types of fees as low care and is based on an income assessment. High care is definitely accessible by everyone, and even those who may only have a Centrelink aged pension can afford to live in a high care facility. Aged care has a very complex structure and therefore it is very important to look at all of the options available, when it comes to deciding on which type of care as well as how you structure the payment of fees. In a lot of cases this is a very emotional time for a family, talking about it before it happens can help to relieve a lot

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of tension as well as prepare you for what is ahead whether the care is for you or a family member. You may also consider some advice from a qualified aged care professional who is not emotionally tied to the decision. n Important Information: The information contained in this article is general information only. It does not take into consideration any specific needs, situations or objectives. Before making any financial decisions you should make sure you are comfortable that the strategy suits your needs and objectives, and your risk profile. If necessary, you should seek professional advice.

Bianca Dezotti, Patricia Doyle, Susan Rallings BUSINESS Morgans Financial Ltd PHONE +61 (7) 3334 4982 www.morgans.com CONTACT

Susan Rallings Authorised Representative: 276885

Stockbroker/Financial Adviser 07 3334 4865 susan.rallings@morgans.com.au

Patricia Doyle

Never underestimate the power of a well-made decision

Authorised Representative: 342302

Stockbroker/Financial Adviser 07 3334 4966 and 02 9373 4416 patricia.doyle@morgans.com.au

Bianca Dezotti Authorised Representative: 442150

Stockbroker/Financial Adviser 07 3334 4982 bianca.dezotti@morgans.com.au

Looking for a team that delivers results? With over 30 years experience in the financial services industry Susan Rallings, Patricia Doyle and Bianca Dezotti can provide tailored financial advice on your investments, superannuation and insurance. Get on the right track, make the call today.

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Summer 2013/14 n WORKING WOMEN® 39

WW ON THE MONEY

10 TOP MONEY SAVING IDEAS

for 2014

Just in time for the New Year, JAN WATMAN covers 10 money saving tips that can improve your financial health and get you back on track to accumulating more money.

How is your financial health? Everyone can improve their financial health by considering a few of the following tips. The first step is always the hardest...it is just like starting a fitness program. Once you have started on the journey you feel great. As with any change in health, small steps are simple, others take time or regular implementation to show the results...but anyone can do them.

1. Write a list before you go shopping, and stick to it. Never go to the shops without an idea of what you need. Don’t put anything in the shopping trolley that is not on the list, no matter how tempting, and you will come out of the store saving a bundle.

2. Master the thirty day rule. Whenever you are considering making an unnecessary purchase, maybe that new pair of shoes (of course they are not unnecessary), wait thirty days and then ask yourself if you still want that item. Quite often, you will find that the urge to buy has passed and you have found another pair. By doing this you will have saved yourself some money by simply waiting.

3. Instead of throwing out some damaged clothing, repair it. Don’t toss out a shirt because of a broken button, sew on a new one. Simple sewing can be done by anyone – it just takes a few minutes and it saves a lot of money by keeping you from buying new clothes when you don’t really need to.

4. Go through your clothes – all of them. Everyone loves to buy new clothes, so you are not seen in the same clothes each week…so why not try taking the clothes at the back of your wardrobe and bring them to the front and suddenly your wardrobe will feel different. You will feel like a brand new person…and your friends will think you have been shopping.

As with any change in health, small steps are simple, others take time or regular implementation to show the results...but anyone can do them. 5. Remove your credit card numbers from your online accounts. How easy is it these days to quickly buy online when most sites can store your card number…it is just a click and buy. The best way to break this habit is to simply delete your card from the account. That way, you will have to find your wallet in your big handbag…giving you time to ask yourself, ”Do I really need this?”

6. Give a gift of a service instead of an item. Recently, I gave a girlfriend an evening of babysitting so she and her husband could go out to dinner – she loved it and so did he. If you would love a pet but can’t have one, why not offer to take care of a friend’s pet when they travel…it saves them dollars and gives you some pet time.

7. Do specific shopping right after an event, such as Christmas shopping after Christmas. Get wrapping paper and cards after Christmas.

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Get a Mother’s Day card for next year the day after Mother’s Day. Get Easter egg decorating kits the day after Easter…no, I am not suggesting you buy the eggs and store them for a year. You will find some amazing discounts and all you need to do is remember where you stored them!

8. Always ask for fees to be waived or for a discount. Any time you sign up for a service of any kind and there are sign-up fees, ask for them to be waived. Many times if you ask for a discount the shop assistant will say yes. Each small discount adds up.

9. Talk to your loved ones about what your dreams are, or ideas for gifts. You may be asking “how does this save money?” Well, if they know what you like, they can buy items for you on that special occasion…or a few family members can get together and buy a larger item.

10. Debt consolidation – if all else fails and you have overspent during the Christmas and New Year shopping period, consider refinancing credit card debt to a personal loan. Select the tips that apply to you and use them in your life going forward– you will quickly find yourself saving some serious cash. n

CONTACT Jan Watman BUSINESS Start Fresh Finance PHONE +61 (0) 468 371 449

www.startfreshfinance.com.au

WW ON THE MONEY

A little mistake

L A I C SPE

which costs the self-employed You have worked hard to build your business and most likely you rely on your business, and your business relies on you. JANET CULPITT examines a question – what if you were unable to work in your business for a time?

Years of blood, sweat and tears now mean you own a business that funds your lifestyle and will one day fund your retirement. Now imagine for a moment what would happen if you suffered an illness or injury that prevented you from working for a few weeks, a few months or even years. What would happen to your business? Your clients? Your employees? Your future? Failing to protect their business and their income is a common mistake self-employed people make. Income protection insurance and business expenses insurance are essential for self-employed people who do not have luxury of relying on sick leave, annual leave, salary continuance and workers’ compensation in the event of illness or injury. If you are too ill or injured to work, income protection insurance will provide you with a monthly payment in place of your regular salary, and business expenses insurance will provide you with a monthly payment to cover the costs of ongoing business expenses such as electricity bills, equipment hire and regular advertising costs. And the best part is, the premiums are tax deductible. Premiums are tax deductible if used to protect your assessable income. Kate’s story: Kate, 48, operated her own graphic design business and employed one fulltime junior designer. The business had been established for several years, and Kate herself had been a local even longer. It was no surprise

Lost for

words?

then, that many of the neighbouring businesses formed Kate’s regular client base. It was part of Kate’s morning routine to jog the nearby coastal track, usually with her energetic Staffordshire bull terrier pulling on the lead. One particular morning, her dog dashed down a flight of concrete stairs faster than Kate could run. Trying to break her fall, Kate ended up with a broken wrist instead. Because she couldn’t work, Kate’s Business Expense Cover paid her a monthly benefit of $7260. This money allowed her to keep paying her junior designer, and hire a contractor to help manage the workload and pay regular bills. More importantly, it meant Kate could sustain the commitment to her regular clients. With the insurance benefit helping to keep her business afloat, Kate was able to focus on recovering from her injury – and search for a leash-free dog park. Whilst insurance cannot prevent serious illnesses and injuries from occurring, it can protect you and your business from the financial consequences such misfortune can bring. n

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CONTACT Janet Culpitt BUSINESS Arrow Insurance Consultant

Services Pty Ltd PHONE 1800 731 328 www.arrowinsurance.com.au

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Summer 2013/14 n WORKING WOMEN® 41

WW ON THE MONEY

Planning your business financial

independence

Have you thought ahead to life after your business? ALISON HARRINGTON outlines some things to bear in mind when planning for a future of financial freedom.

Women are so busy running their business they often forget that the long-term aim should be to create financial independence through non-business income. The noise of the media of doom and gloom makes women fearful they cannot be safe investors. With careful planning and education all women can successfully invest to create more choice for themselves and their families.

there are rules to follow, just like any business. If you treat it like a new business, then you can set up a learning program to develop a plan. If you are unsure if you can be a successful investor, research has shown women who develop good investing skills return 1% more than men. The other thing to inspire you is research shows that women use money primarily for the security of the family.

PLAN NOW TO BE FINANCIALLY FREE

CYCLES ARE YOUR NEW BEST FRIEND

Planning for your future is often called paying yourself first. In reality, all it means is putting aside money for investing before paying any bills and living expenses. When you feel as though you cannot live on what you earn, it can be daunting to do this. Or when you are so busy working in your business, you can forget that the long-term aim is to be financially independent. When you embrace this concept of planning to be financially free, the next step is to work out how to grow this money as successfully as you can. We all forget the importance of compounding and therefore that getting started early can be the most important financial plan you can make. Don’t panic though, as even if you have not yet started to invest outside your business, now, rather than at any point in the future, is always the best time to start. The most important thing to work out is what investment mix will best suit you. The media is so full of bad news, it can make you feel investing is always a major risk. In reality,

Investing has cycles and we often hear how dangerous these cycles are. However, the reality is that cycles are the meat of investing. Learning how to make the most of cycles is the wonder of becoming a confident investor. After the GFC crash of 2008, the media was doom and gloom. The educated investors watched and waited and started to invest in 2009. Four years later they had increased their wealth by more than 100%. Some bargains of that time were Westpac got down to $15 and is now over $34. Property has been flat for ages due to the difficulty of getting loans. Smart property investors have used the price slump to add to their portfolio. There have also been some good opportunities to invest in other businesses.

and the psychology of investors, including your own psychology. There are some great investing skills to be learnt from investors who have gone before you. There are also many easy systems to manage your investments. By developing skills with small amounts of money you will not be so daunted when you sell your business and have a large amount of money to invest.

KNOW THE COSTS

Before taking on any investment always know what the complete costs are, both transparent and hidden. All costs, including tax, reduce your compounding return. The most important thing to realise is that the financial freedom in earning an income from investments, in addition to your business income, is very liberating and empowering. Surprisingly, managed well, even from a small base it does not take long for that nest egg to grow. See it as a great reward for your success in business. So what is the message? Plan to be financially independent. Know that women can and do invest well. Develop a good plan. Find a good source of education. Most importantly start now! To quote Paul Kelly: “From little things, big things grow.” n

There are many ways to invest in shares and property which give you a level of comfort when you start out. What experience has shown is that you actually have to start investing to really learn. It is a matter of understanding cycles

CONTACT Alison Harrington BUSINESS Me and Money Ltd PHONE 1300 177 244

www.meandmoney.com.au

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WW SOCIALLY SPEAKING

The pitfalls of

SOCIAL MEDIA

In the wake of stories of social media use by employees impacting their employers and prompting dismissals, ANNA CAIRO discusses this issue and illustrates how employees can fall down where social media is concerned.

Two significant employee dismissals in 2013 serve as the latest reminder about the danger of social media in the workplace.

to what is acceptable behaviour and usage. A strong social media policy in the Employee Handbook can assist in making a distinction between public and private information and drawing the line between what can be published and shared.

In the first case, a decision by the Fair Work Commission in July 2013 (in Bradford Pedley v IPMS Pty Ltd T/A peckvonhartel) upheld a decision by the employer peckvonhartel (Canberra design firm) to sack Bradford Pedley. Pedley used the networking site LinkedIn to connect with potential customers for his part time ‘out of hours’ business, a part-time business that competed with his employer. He sent a group email from LinkedIn that went to clients, colleagues and friends. This is one of the first cases in Australia involving LinkedIn and rings alarm bells about the dangers of LinkedIn mistakenly being considered safer than Twitter or Facebook. In the second case, the Federal Circuit Court of Australia (in August) has paved the way for public servant Michaela Banerji to be sacked, rejecting her claim that she has a right of political expression/communication. Ms Banerji who works for the Immigration Department criticised the Government on Twitter regularly tweeting critically about a variety of issues to do with Australia’s immigration detention policies. Although she did not reveal her name and remained anonymous to her followers when tweeting, Justice Neville warned other public servants around Australia of anonymously expressing themselves on social media as they would be in breach of Codes of Conduct and Social Media Departmental Policies. Judge Neville has encouraged both sides to enter mediation as Ms Banerji had yet to be sacked. These two cases highlight the drawbacks and consequences of social media for employees. Although most businesses presume Facebook and Twitter are more harmful because of potential negative comments, LinkedIn actually poses more risk for employers. As a purely professional networking platform where the blending of private and personal is increasing, this is the network where the greatest risks can occur.

WHAT DOES THIS MEAN FOR EMPLOYEES?

Social media encourages the sharing of information. As social networks become full

Education and training is also vital. It is these elements that will support your business to protect itself against social media risks and hopefully prevent negative consequences. Social media is a 21st century technology and in this dynamic world, employers and employees need to work in a positive partnership to ensure that the employer is protected but that the employee has autonomy. Business needs to remember that social media policies to a degree intrude on employees’ freedoms to express themselves, particularly when their views are contrary to the employer.

of professional and personal contacts, diluting what were once arguably separate aspects of people’s lives, it must be remembered that social networks are public spaces.

Debate about social media and the law is in the early stages of development in Australia. This is why business needs to work together with employees to strengthen business relationships, not alienate employees. Successful businesses accomplish this via a collaborative and progressive approach. n ## N.B. Anna is not a lawyer and this is not a legal opinion.

As such employees need to: Be responsible. Clients in a work environment belong to the employer, not the employee. n

Think before they post and realise that once they have posted, the content is permanently on that network. This may have consequences for them depending on what the content is.

CONTACT Anna Cairo BUSINESS Anna Cairo Consulting PHONE +61 (0) 417 010 877

www.annacairo.com

Be aware that personal usage should not interfere with their employer or colleagues in any way. n

Remember that even if your ‘boss’ is not in your network, you will have colleagues who are. n

Consider that the privacy settings on social networks are not very resilient. Once you have posted a comment, those from your network can share this and then you lose control of the content. n

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For employers, this means providing limits Summer 2013/14 n WORKING WOMEN® 43

WW PRODUCTIVITY

Boosting productivity IN 2014 IS ALL ABOUT YOU! Everyone craves the ability to have more time to do their ‘own thing’, however, we become bogged down in other stuff and self-created distractions and we put things off. According to LOUISE CORICA, these are habits to avoid, and that there are three simple steps to success.

Do something meaningful for yourself during the day

Adam Grant author of Give and Take: A Revolutionary Approach to Success said, “employees make decisions about whether to act like givers or like takers.” He said, “when they act like givers, they contribute to others without seeking anything in return. When they act like takers, they try to get other people to serve their ends while carefully guarding their own expertise and time.”

Use short rest breaks to readjust your scheduled activities, and re-prioritise, and n

When an item is no longer top priority, move it further down the list. n

If ever there was a time to make a change to your approach to life, your activities and your goals then it’s today. Here are three steps to start your New Year’s ‘To Do List’: Make a list of tasks that you would like to achieve; n

Prioritise the items on your list; and

Allocate time to complete each task.

This simple approach will ensure higher daily efficiency rates and closure for each item. Note that it is important to act on the tasks on your ‘To Do List’, that’s why it is called an ‘Action List’. To achieve a better understanding of what I am driving at, take a look at your action list. Against each item in your list, write the priority and include a timeframe. This approach will ensure you do not procrastinate and put off doing tasks with a ‘Due Date’. When we are not aware of how long things take to complete we can spend more time juggling activities in the remaining time we have.

More importantly, staying positive and pursuing your activities with enthusiasm can also change how you perceive them and will help you persevere through the tasks that are not so appealing. Your sense of accomplishment and excitement when you check an item off your list will increase your motivation to go to the next item, and so on. Being passionate about what you do adds to the enthusiasm you will have when undertaking your tasks. You will notice that everything else just flows so well that before you know it, all the tough stuff is done. Create value in your day with ‘rewards’: n

Value ‘You’ and ‘Your Time’

Want to know how You can Make Change Easily and see results straight away? Contact Louise Corica on 0418 458 616 and at www.time2manage.com Her tailored seminars and expertise will help you make changes TODAY

44 WORKING WOMEN® n Summer 2013/14

Don’t leave it until you are too tired to do it

The bonus is when you avoid any unnecessary distractions and anything that may lead you to procrastinate, before you know it you will have checked off all the items on your list, or at least you will have a lot less to do than you started with. Tackle any activity by being focused on it at the time, and keep portions small. It is always the best way to tackle eating the proverbial elephant. Use as many time saving devices available to achieve the best results and outcomes in your daily life and activities. You made a promise to yourself. Keep at it. Don’t give up. Make this your New Year’s promise for the whole year through: Promise yourself that you will take care with the giving of your time unless there is a benefit for you and a direct correlation to tasks you are doing for others. n

CONTACT Louise Corica BUSINESS Time2manage PHONE +61 (0) 418 458 616

www.time2manage.com

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WW PRODUCTIVITY

Cultivate your energy to

GET MORE DONE

Overwhelmed by clutter?

If you are ready to feel less overwhelmed and more in control, LOUISE D’ALLURA has some tips that will show you how becoming just a little more organised helps to increase your energy. At the start of every year we are filled with the anticipation that THIS YEAR will be “OUR” year! We busy ourselves making plans to move us forward, both personally and professionally. But, more often than not, we get sidetracked by ‘to dos’, emails, and the general busyness of it all. Our grand plans fall by the wayside and we declare there aren’t enough hours in the day! If you want to avoid this scenario, it’s time to do something different.

Get it out of your head

If you feel like it is ground hog day and you are moving from one crisis to another because you are forgetting the obvious, brainstorm the common or routine tasks you perform in business and in life. an award for achieving “inbox zero”. Creating systems for the routine tasks means you will be able to do those tasks you never have time for.

Dedicate the first hour of your day to YOUR priorities

Clearing the mental clutter of our ‘to dos’ frees up our ‘working memory’, allowing our brain to do what it does best, problem solve and come up with creative and innovative solutions. Getting into the habit of writing things down (on paper or electronically) helps us feel energised because we are no longer worried we will forget what we have to do! Getting things out of our head decreases our worry and stress levels.

This means you are in the driver’s seat of your day – for one hour at least! Focus on what will move you and your business forward versus what are other people’s priorities and dramas. We only achieve what we want through persistence and consistent action. Follow the lead of successful entrepreneurs – do the opposite of what everyone else is doing.

Stop being surprised by routine events

We hear this message every time we are on a plane – fit your own oxygen mask first. The same is true in life and business! Look at the self-care practices you need to implement to keep you thinking and working well. More often than not these are the practices we ignore when we are busy: pushing through versus taking breaks every two hours, getting more sleep, eating healthy food to nourish you and your brain, committing to physical activity, as well as relaxation and down time.

Productivity experts suggest we lose 40% of our day to the minute to minute ‘routine’ decisions! Constant decision making exhausts the brain. If you feel like it is ground hog day and you are moving from one crisis to another because you are forgetting the obvious, brainstorm the common or routine tasks you perform in business and in life.

Do your thinking once

Make your systems no brainers. Once you know the tasks you perform on a regular/ semi regular basis write a checklist. Pilots are clearly intelligent people and they rely on a pre-flight checklist so they can keep their mind clear to problem solve!

Focus on the high priority tasks first

Even though we KNOW the most successful entrepreneurs in the world do this, we still disagree, citing we don’t want to miss out on an important email or urgent order. If we want different results this year we need to do something different! Nobody has ever received

Save yourself first

Being organised frees up our time and helps us to cultivate our energy so that at the end of our day we feel less overwhelmed and exhausted. Be conscious in what you are choosing to do in your day. Ask yourself the question: Does “this” move me closer to my goals or away from them? If the answer is yes, it moves me closer, do it! n

CONTACT Louise D’Allura BUSINESS The Revamp Experience PHONE +61 (0) 408 723 559

www.TheRevampExperience.com.au

Want to feel organised and on top of things? If you’re living under a mountain of paperwork, wasting time looking for things and struggling to find time to work on your business, Louise D’Allura will work with you to design the most effective layout for your workspace and implement simple systems so you can get more done in your day. Working Women Readers can book in a complimentary Focus session today! Call 0408 723 559 or email louise@TheRevampExperience.com.au

Louise D’Allura, Director

louise@TheRevampExperience.com.au

0408 723 559

www.TheRevampExperience.com.au Summer 2013/14 n WORKING WOMEN® 45

WW SALES STRATEGIES

IS SELLING

biology or psychology? KIRSTY O’CALLAGHAN embraces the search for the qualities and attributes of leaders and those that inspire action. She came across the ‘Golden Circle’ from which she shares insights to help you grow yourself and your business.

In 2009, Simon Sinek released his book Start With Why, a synopsis of the theory he has begun using to teach others how to become effective leaders and inspire change. It is one of the most simple and powerful models I have found to how leaders think, act and communicate.

Simon asks: “Why do you do what you do? Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with “why.” It was their natural ability to start with “why” that enabled them to inspire those around them and to achieve remarkable things. In studying the leaders who’ve had the greatest influence in the world, I have discovered that they all think, act, and communicate in the exact same way – and it’s the complete opposite of what everyone else does. I call this powerful idea “The Golden Circle,” and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with “why.” Any organisation can explain what it does; some can explain how they do it; but very few can clearly articulate why. “Why” is not money or profit – those are always results.

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Why does your organisation exist? Why does it do the things it does? Why do customers really buy from one company or another? Why are people loyal to some leaders, but not others?

directly to the brain that controls decision making and behaviour and then people have the opportunity to rationalise it with tangible things – not the other way around.

Starting with “why” works in big business and small business, in the non-profit world and in politics. Those who start with “why” never manipulate, they inspire. And the people who follow them don’t do so because they have to; they follow because they want to.”

A business or movement is not just about its product, the ideas or even the benefit it will give to the customer. A business requires a firm foundation based on why it exists, who it services and the pioneering spirit to grow and follow through. For this to be believed and supported, the message always begins with why we are, why we can be of service and why you can trust us.

In this brain-based model the people’s reasoning is explained in three major components. The Neo Cortex (What level) and the Lymbic Brain (How and Why levels). The Neo Cortex is the part of our brain that deals with rational and analytical thought and language. The Lymbic brain deals with feeling, trust, loyalty, behaviour, decision making, and has no capacity for language. Primarily, decisions are made on emotion rather than explanation. We do make our decisions through how we feel first rather than how much information we can gather. People can understand vast amounts of complicated information, features, benefits, facts and figures, it just doesn’t drive behaviour. These things do not drive a person to make a decision to buy or to want to know more about your product or business. What drives behaviour is working, communicating and selling from the inside out, the why, not the other way around. When you communicate from your ‘why’ more often, you are talking

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Kirsty O’Callaghan Consultant | Speaker | Trainer UNITY-QLD P: +61(7) 3482 4295 M: 0402 889 648

www.unity-qld.com.au

People do business with those they believe in not necessarily those that have what they need. Great communicators and those who have a goal to do well in business realise it is the why they do what they do (their purpose) and what they stand for that people buy into. To inspire and lead, know and express your why often. Remember that your why is just that, your why. To have the most impact it must be honest. People resonate with honest and real. Don’t make up something that you think is what people want to know, or the most awe inspiring. Your why will appeal to more people than you can imagine. It could just be a case of having to be with kids and still make money, it could be a desire to help after surviving your own challenges or even a desire to be successful. Whatever it is, when you are authentic and create that connection you are a true leader. So do you have a great idea or product? Do you want to inspire others to take action? If you answered yes, be able to put into words why you exist, speak of your why/purpose and what problem you will be solving for the people you target, and then get to the how and what. People who feel good about you will remember you, recommend you and ultimately do business with you. n

CONTACT Kirsty O’Callaghan BUSINESS Unity-Qld PHONE +61 (7) 3482 4295

www.unity-qld.com.au

WW SALES STRATEGIES

The art of sales in just THREE CONVERSATIONS

When providing a service, it is easy to get tongue-tied around putting ourselves forward, asking for work and talking about what our prices are. Selling ourselves can be a mammoth task so ABBIE WIDIN shares tips on three conversations that will shift your mindset and dramatically improve your results!

Selling services for other people is a challenge. Selling OURSELVES as the service is more than a challenge. It is not only asking people to pay money for something that is intangible and unpredictable, but it also makes us put a number and thus a value on our self-worth. There are three key conversations that you need to master to improve your sales and marketing efforts.

Conversation #1 The Discovery Session When someone comes to you and wants to know what you do and what you charge, give a brief two sentence overview of how you help people, but don’t jump in throwing prices around. Find out what they want to know first, you need to really understand what it means for them to have their problem solved. There is a natural flow for the conversation that takes potential clients through five key stages. You want to open the call in a way that establishes you as the expert. You then want to discover the cost of their problem. If possible, you want to be able to find the number cost of either not fixing the problem, or the upside benefit of fixing the problem. You then want to transform the problem into a possibility, what would it mean to your potential client if you were to solve the problem. Once you know what is the cost of the problem and what is the upside of solving the problem, then you will be able to offer your solution. Don’t hesitate to offer your solution, it needs to feel as natural

as asking to “Pass the salt”. Finally, help your potential client decide to take you up on the offer and take action to get started.

If you have permission to follow up, and you have called and left two very respectful messages, then leave it for 2–3 months.

Missing any of these steps might result in you not signing the client or getting the value you know you deserve. Be ready to melt away objections about money, time or ‘this isn’t right for me right now’.

Conversation #3 The Request For Referrals

If you don’t manage to close the sale on the initial call, the key is to ask permission to call back and follow up.

Conversation #2 The Follow Up Call For a woman with a service business, this is one of the hardest things. The last thing any of us want to feel is pesky! If a potential client has expressed perhaps only moderate interest in what you have to offer, you still need to make the follow up call. So you take a deep breath, muster your courage and call only to get their voicemail. What do you do? What do you say? Both of these questions are easy if you have set up the follow up in the right way. As you finish up your discovery call, if your prospective client isn’t buying immediately, get permission to follow up. Be careful to do this is in a way that is respectful and actually helps your potential prospect say yes to be being followed up. When you leave a message, remind them that as promised, you are following up on the quote you gave them.

Your clients love you. The work you do has great ROI for them, as well as making them look good and feel better. They say that they are going to pass on your details to all of their contacts, but… crickets. That’s all you hear…crickets. Is there anything you can do to make it better? Have a conversation that helps your busy client. As your time together is coming to an end, ask them what they got out of working with you. Mention that you have really enjoyed working with them, and that you would love to continue working with such dream clients. Help them articulate what value they got out of working with you by asking them for a testimonial – this can very effectively help to share your message. Offer a gift of value to them for each referral. And stay in touch! Crafting and honing your skill at these conversations will dramatically change how you view selling and will greatly improve your success. n

CONTACT Abbie Widin BUSINESS One Extra Zero PHONE +61 (0) 407 210 693

www.OneExtraZero.com

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Summer 2013/14 n WORKING WOMEN® 47

WW EMPOWERMENT

tips for surviving

your family Christmas

Family relationships often turn the festive season into the most stressful time of year. You have worked hard this year so let SUE LESTER show you how to claim back your recharge time. Love them or hate them, they are your family, but just because it is the festive season it doesn’t mean they will suddenly become that perfect family you see portrayed in the media. Ensure you can relax and recharge during the festive season by following these relationship management tips:

1. Leave the past where it belongs, your version of it only exists in your imagination. Expecting others to remember exactly as you do, agree with your perspective and even apologise is setting yourself up for serious disappointment. Learn from the experience and stop letting it cause you pain by reliving it.

2. If you are going to imagine a future event or conversation, a “What if?”, make it how you would LIKE it to be. Feel the difference. This sets you up for a better outcome as you have focussed on positive solutions, not verbal hand grenades and protective barriers. Rather than immediately bristle into attack or defensive mode when they walk into the room, you will stay neutral.

3. Know that people do change over time, and it’s okay if you no longer think the same. It simply means your values have changed, and that makes neither of you wrong, just different.

4. There is no need to get into heated arguments, just say, “Interesting point of view” (no sarcasm please). Then change the subject, offer to refresh the drinks, or take a toilet break. You are both right in your own realities.

5. Whoever gets angry loses. Angry drunks are the biggest losers. If you are quick to explode or implode, then you need to seek help before the festive season to shed that excess negative emotion and allow yourself to remain calmly assertive.

6. Remember the wise words of Eleanor Roosevelt: “No one can make you feel inferior without your permission.” Be aware of how your self-talk is programming you to act, e.g. as a shy person, or as a weak-willed person who ‘can’t say no’ to chocolate or another drink. Is your unconscious blueprint™ empowering or disempowering you, and others?

7. If you want others to treat you better, you will need to treat yourself better first. Reset and maintain your boundaries, say ‘No’. Be prepared for any initial resistance by being clear on why it is important to you, and have potential alternative solutions for them.

8. Be aware of love languages, and that gifts are crucial to some, while others feel more loved when you spend time in conversations, or make time to visit and give hugs. How do you most feel loved?

9. Is your unconscious blueprint™ i.e. your internal images, of yourself or others keeping you stuck in past relationship dynamics? Is it time to update, and relate as adults?

10. If you have been waiting for the right moment to have ‘that’ talk with your partner, know the right time isn’t the first day of your

Turn your stumbling blocks in business into stepping stones now! Clear your head trash here….smooth your path in business with an ‘Internal Image Makeover’ or ‘Head Transition’ coaching sessions.

If you want to others to treat you better, you will need to treat yourself better first. Reset and maintain your boundaries, say ‘No’. holiday away! Allowing him or her at least a few days to unwind and relax will give you both a greater chance of re-connecting. Spend those days depositing into your relationship’s emotional bank account, not preparing for battle.

11. Allow yourself, your partner and children to play and have fun – create happy memories. This investment pays dividends your whole lives. It is pure gold. If you read any of these tips and thought, “That’d be great, BUT...”, then know the ‘but’ is technically ‘head trash’. Know there are ways you can clear your head trash to create the loving relationships and harmonious home and workplace you desire. It all starts with you, because you are the only person you can change. Your positive changes to how you feel and behave then have a ripple effect out across all areas of your life, including your health, business and finances. n

CONTACT Sue Lester BUSINESS Growing Content:

Smoothing Your Path +61 (0) 428 128 679 www.growingcontent.com.au PHONE

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Sue Lester, international catalyst of change, author, speaker. e: info@growingcontent.com.au or M: + 61 (0) 428 128 679 w: www.growingcontent.com.au 48 WORKING WOMEN® n Summer 2013/14

www.growingcontent.com.au/shop

Whether you run a business with your partner or have different jobs, there comes a time when work and love collide. LUCIANA DE MICHIEL shares a few tips on how to save your relationship while making your business thrive. Business decisions seem to be the most common cause of crisis in couples operating a family business, while time allocation is responsible for most arguments between partners with different jobs, especially where one of the two owns a private company. What is the difference between these two types of crises? None, they are both generated by poor management of both work and personal life. Admittedly, it is very hard to find a balance between the two, especially when you are your own boss. Owning an independent business is no nine to five job, often 24/7 is not enough but there are some simple ways that could help you improve your personal relationship while boosting your business performance. For a start, try to leave work related conversations at the office, and where the office is home, establish “no work talk” rules for certain times of the day, during meals for instance. Mealtimes offer us daily opportunities to stop and breathe, to take a break from the hustle and bustle; so why not use these occasions to change the subject and talk about personal matters or simply have a relaxing conversation about the weather, your pets or the latest movies. This few minutes of diversion will give your brain the chance to switch off, unwind and reset, ready to start afresh once you get back to your desk. There’s nothing like a clear mindset when it comes to problem solving or making business decisions. Lunch breaks are not exactly what people call “quality time”, but if they can bring new energy and a more positive attitude to invest in our daily tasks while enriching our personal relationships, then it’s really worth forgetting about work for a minute while sharing a sandwich with your husband. So, when should you discuss business with him? The answer is easy – lock in a time in

your diary as you would for any other meeting. In this way it will be easier to separate personal issues from work matters, i.e. reducing the likelihood of a disagreement about kids pick up duties affecting an important business decision. Focusing purely on what’s on the agenda will guarantee a more productive conversation and a fruitful outcome. Weekends are also a minefield for entrepreneurs involved in a relationship. Extra office duties, impending delivery dates, conferences and exhibitions can easily keep you busy past the traditional Friday evening closure time. It is important that you discuss with your partner any of these events as they are presented to you – the more you involve him in your decisions and explain why they are important for your business, the more likely he will be to collaborate and agree with you. Still, keep an eye on the calendar and try not to commit to events that are too close to each other, as this may keep you away from home for too many days in a row. Regular working hours over the weekend can also be negotiated if you are ready to show equal commitment to dedicate the remaining hours to your partner and family. Perfect balance is hard to achieve when you are under pressure and working hard to make a business succeed but keep in mind that YOU own the business, not the other way around, so always make sure that all aspects of your life that are important to you are receiving adequate attention. “Happiness (and success) is not a matter of intensity but of balance, order, rhythm and harmony.” T. Morton. n

CONTACT Luciana De Michiel BUSINESS eMotion – Online

Counselling for Women +61 (0) 415 939 205 www.emotioncounselling.com PHONE

Owning an independent business is no 9 to 5 job, often 24/7 is not enough but there are some simple ways that could help you improve your personal relationship while boosting your business performance. omen Working W

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1800 052 476 Summer 2013/14 n WORKING WOMEN® 49

WW FOOD FOR THOUGHT

How to host a

HIGH TEA EVENT With the recent resurgence of High Tea, more and more ladies are engaging in this old tradition with friends and family to mark milestones and achievements. PHILIPPA CHALKITIS shares her tips for a successful High Tea Event.

Although nowadays anything seems to go, we embrace individuality, acknowledge the square pegs in the round holes and encourage everyone to have a voice, we sometimes unintentionally let good old fashioned manners and traditions slide.

actions to ensure no tea is spilt to stain the white linen. It is also considered improper to make eye contact with other diners while you are sipping your tea.

8. Scones and cucumber sandwiches are

Here are some traditional tips for a formal High Tea event:

a traditional treat to have with tea, but remember, don’t use the serving spoon to spread the jam and cream on your scones!

1. Invitations will always set the theme for the

9. Take small bites to participate in

day, especially if you include a dress code.

conversation and sip your tea to savour the flavour – no-one is in a hurry so there is no need to gulp.

2. Tea enthusiasts can bring along their own teacup, carefully wrapped in a special box. Remember, pieces don’t have to match and bone china is not always necessary; just ensure all crockery is not chipped and is stain free. Lemon with tea is becoming popular again, so placing a lemon dish on your table with serving tongs may encourage guests to try tea a little differently.

3. A white tablecloth is essential, always use a clean, crisp, white, linen cloth as a base and lay a nice lace tablecloth over the top.

4. Never extend the pinkie finger; ideally your third and fourth finger should tuck back nicely towards your wrist. There are many theories as to why the pinkie extension is practiced, varying from the upper class wanting to limit touching the same cup as their servants; tea cup handles used to be a lot smaller and the pinkie got in the way; or even lack of utensils so the little finger was used to eat with. One

10. Linen napkins remain on your lap during the afternoon tea. If you do leave the table momentarily, place the napkin nicely on your chair, never on the table as this indicates you are leaving the function.

11. The hostess traditionally indicates the end ludicrous theory stated that it was syphilis affecting the joints!

5. Milk is to be poured after the tea, why? Because the Queen does it that way and surely Her Majesty knows tea!

6. Never ever clink the spoon whilst stirring. After you have gently stirred the milk and sugar, place the teaspoon to the back of your cup to the right of the handle.

7. If seated, do not lift the saucer with the teacup, and lower your eyes to observe your

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of an afternoon tea by placing her napkin to the left of the plate, guests are to follow suit. Most of all, the day is about fun, laughter and chatter. So after the photos are taken turn your phone off and travel back to yesteryear. n

CONTACT Philippa Chalkitis BUSINESS Petite Pippin High Tea

in Your Home +61 (0) 433 406 530 www.petitepippin.com.au PHONE

WW TRAVEL

Explore the heart of historical Provence The idea of visiting Provence is compelling. Having featured as a setting of many films and books over the years, one can instantly envisage rolling fields of lavender, vines and sunlit days. But PENNY KING invites us to discover that Provence is even more than that! Provence, a region in south-eastern France, is a place of artists and artefacts, perfumiers and markets, fabulous fabrics, ancient Roman ruins, hilltop villages and deep, wild gorges. A wonderful base from which to explore of the heart of Provence is Avignon. The walled city of Avignon was once the home to several Popes! Their huge and beautiful palace is intact in the centre of the old town (right next to the Pont d’Avignon of the song). Stay inside the walls to get the real feel – we stay at 4 star Cloitre St Louis Hotel (a restored cloister). The famous wines of Chateauneuf du Pape are grown just across the Rhone River. Boat cruises will take you on a leisurely tour. If you visit in July, you will enjoy the Festival d’Avignon. This is one of the ultimate events in the French theatre calendar. Events are held in many of the old palaces around town. Only a short distance away is the tiny town of Les Baux. Around town are the remains of huge bauxite mines cut into the limestone. From Les Baux, visit Cathedrale des, a five minute drive away. This defunct mine is now a glorious, unique theatre which presents vision and music on its walls. Take the Van Gogh trail from St Remy de Provence and follow the special signs to the

places where the great artist actually painted such gems as ‘Starry Night’. Also on the trail is the asylum where he lived and painted the irises (the garden remains), and nearby are several intact Roman ruins including a magnificently decorated arch. St Remy is also a charming market town. Every Wednesday this large and varied extravaganza spreads across several squares and car parks. Look out for the locally made ‘santons’ which are rustic Provencal figurines that come in all sizes and are assembled together to make an extended Christmas crèche. Santons are an important part of Christmas festivities in Provence. A day trip from Avignon will take you to the picturesque hilltop town of Gordes and the antiques hub of Ile sur La Sorgue, set amongst Venice-like canals. This is the region known as the Vaucluse, where the countryside is grand, with mountains, great valleys and walking trails. While you are driving in this inviting countryside, make sure you include the home

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of L’Occitane perfumes and body products. The factory, displays and farms are more than worth the one hour drive! This is just a taste of what Avignon and the surrounding region offers. Immerse yourself in the history and the culture, the arts and the music and the varied landscapes that make up this beautiful part of France. n

CONTACT Penny King BUSINESS Tours For Independent-

Thinking Women +61 (0) 433 255 472 www.toursforwomen.com.au PHONE

For women who want to experience the French liFestyle Your adventure trip of a lifetime will include activities such as; candle-lit concert in Saint-Chapelle, private tour of Monet’s gardens, stay in a Chateau in the Loire Valley, make your own perfume in Grasse, changing of the palace guard in Monaco, Monte Carlo casino, private walking tour in Avignon as well as experiencing all the gardens, markets, concerts, palaces, museums and shops. Included in the price: your own double room/single use. These are small groups of no more than 10. *travel restrictions and conditions apply. please ask us for further details. accommodation is single share. Flight centre limited ( aBn 25 003 377 188) trading as travel associates. lic no. sa tta254

Summer 2013/14 n WORKING WOMEN® 51

WW HEALTH & WELLNESS

What everyone should know about

eating at work

Is eating at your desk or while working at the computer making you stressed, less productive and fat? MAGGIE WILDE discusses why being too busy could be the reason your waistline is expanding. The way you eat, where you eat and how much time you allocate to eating, has been shown scientifically to adversely affect your weight, your stress levels, immune health, digestion, productivity and your sense of overall satisfaction. On a busy day at work, with deadlines, meetings, a full inbox and a self-re-filling in-tray, lunch can often become a distant wish or a rushed and distracted gulp. The problem with that is it will add to your stress, reduce your focus and productivity and make it harder to maintain a healthy weight. A team of researchers from Iowa State University studied chewing and eating habits1. The results show that people who eat slower, and chew up to 40 times before swallowing, actually eat less and they feel more satisfied after much less food. Chewing more often and more slowly allows our brain to produce an increase in a hormone called CCK which is related to the sensation of fullness and satisfaction. It also produces a reduction in another hormone called ‘ghrelin’ which is a hormone that stimulates appetite. It prevents the dreaded overeaters food coma.

This means that when you chew your lunch more and eat it slower, you will naturally:

Gain the benefits of the absorbed nutrients.

This ultimately means you eat less food, absorb fewer kilojoules and eliminate extra nibbling. You will create more focus, productivity and more energy. Chewing 40 times is the optimal scientific level. Simply work up to the optimal levels where you can.

Even better than that: When people are in the habit of ‘inhaling’ food, or gulping it down, or eating while distracted reading a report or checking emails, then eating tends to become habitual or ‘a way to fill the emptiness’, rather than a joyful experience. Your brain doesn’t know that you have eaten because it hasn’t ‘seen’ the food disappear.

Other benefits of eating lunch more slowly and chewing more often: Chewing more helps give your immune system a boost. It stimulates glands in front of the ears that are part of our immune system. n

Chewing too fast or not often enough means food is in larger chunks when it reaches the stomach. This increases the chance that food will sit undigested, fermenting in your stomach. n

Fermentation = gas = flatulence = bloating. Now that would make for an uncomfortable afternoon at your desk for yourself and others in the office too!

Eat less and

Have a greater sense of satisfaction!

Aid in optimum digestion

Top tips for healthy digestion, higher productivity and no fermentation at work:

Metabolise food more easily

1. Step away from your desk to eat lunch

• • • •

To change the body permanently – you must also change your mind

2. Eat outdoors if you can 3. Chew up to 40 times and pause between mouthfuls 4 Swallow before taking in more food 5. Become mindful of how many times you chew and the pace your chews 6. Take more time to eat your meal (20 minutes approximately) Following the above tips will lead to a greater level of satisfaction so the need to ‘nibble’ on something after a meal diminishes. Also, never eat while distracted, as your brain needs to ‘see’ the food disappear to produce the right balance of hormones to create the satisfied feeling. In summary, never eat while stressed, busy or distracted, as your digestion will not function optimally, you will store more fat and not absorb nutrients effectively, and you will tire easily and over eat. This will create an after lunch ‘food coma’, leading to reduced productivity and focus. n 1. Assistant Professor of Food Science and Human Nutrition, James Hollis at the Experimental Biology Conference, California 2012. (http://archive.news.iastate. edu/news/2012/apr/chewing)

CONTACT Maggie Wilde BUSINESS Unzip the Fat Suit Using

Your Mind 1300 664 544 www.thepotentialist.com PHONE

Have you or someone you know ever battled with unhelpful emotional eating patterns? Have you yo-yo dieted or felt challenged to maintain the motivation for regular exercise? Do you suffer with sugar, carbohydrate, chocolate or some other unhelpful cravings? Have you ever committed to lose weight and given in to the constant head cravings instead?

If part of your weight and body image battle is in your head, then this workshop is the solution to unzip the fat suit to discover the slim and healthy you permanently. 2 Day Workshop - Mind Potential – Unzip The Fat Suit UsIng Your Mind Dates available in Cairns, Brisbane, Sydney, Melbourne, Ballarat, Geelong Investment: $395 per person (group rate for two or more available) Every attendee receives a complimentary copy of the latest book & CPR Mind Potential Kit DVD valued at $375. Think like a slim and healthy person!

www.thepotentialist.com • Phone 1300 664 544 • Email info@thepotentialist.com 52 WORKING WOMEN® n Summer 2013/14

WW HEALTH & WELLNESS

How to make your unborn baby According to SUE DAVEY, pregnant mothers have the ability to make their baby smarter by following simple scientifically proven steps during pregnancy. A baby’s brain starts developing at conception and at birth their brain has over 100 billion neurons. The brain grows at a remarkably rapid rate in the womb. It is during this period of growth that genetic and external factors may cause abnormalities in a baby’s brain. Here are some scientifically proven steps that pregnant mothers can take to make their baby smarter.

1. Start your prenatal vitamins early including 400 micrograms of folic acid daily. Prenatal vitamins are important to support a growing baby. Folic acid is the most important for brain development and healthy brain cells. It also reduces the risk of spina bifida and other neurological problems.

2. Eat regular nutritious food including omega 3 fatty acid. A baby needs all the essential vitamins and minerals for rapid growth. Malnourishment puts a baby at high risk of slow language and motor development and lower IQ. Research shows that taking omega 3 supplements will positively affect a baby’s brain development resulting in higher IQ and better vision. Iron is also crucial for a baby’s brain development as it promotes the growth of healthy red blood cells which carry oxygen to the baby’s brain.

5. Avoid alcohol early in the pregnancy. Earlier in a pregnancy drinking alcohol poses a higher risk to a baby’s development. Alcohol increases the risk of problems such as mental retardation and learning and behavioural difficulties. However, during the third trimester an occasional glass of wine poses a lower risk to the baby’s development.

6. Stop smoking and avoid breathing in second hand smoke. Any smoking (including breathing in second hand smoke) during pregnancy is detrimental to the baby. The chemicals and toxins restrict the delivery of oxygen and nutrients to the baby, adversely impacting development.

Studies have shown that high exposure to the stress hormone cortisone can cause a baby to have learning difficulties, attention deficit issues, anxiety and lower IQ. 7. Do regular exercise. Exercise during pregnancy not only prepares the body for labour and delivery, it is also beneficial for the baby’s brain development. Babies of women who exercised during pregnancy have increased brain development. By age five, these children scored higher on tests of intelligence and language skills, compared with children of sedentary mothers.

3. Don’t eat too much fish.

8. Avoid extreme heat.

Although fish is a great source of omega 3, it contains mercury which in high doses can cause brain damage and learning disabilities. It is recommended that pregnant mothers eat fish low in mercury (e.g. salmon) no more than twice a week and avoid fish high in mercury (e.g. shark). Fish oil is the best source of omega 3 as it doesn’t contain any mercury. Other sources of omega 3 include walnuts and eggs.

Extreme heat particularly early in pregnancy

can cause neural tube defects such as spina bifida. Pregnant mothers should avoid hot baths and saunas. During pregnancy, exposure to extreme heat causes dehydration and can produce a hormone which triggers contractions and can lead to preterm labour.

9. Bond with the baby and provide auditory stimulation. By week 8, babies are sensitive to touch and will begin to move in response to their mother’s touch. When a baby begins pushing a foot or hand through, touching back is one way of creating a bond and stimulating the baby. By week 18, a baby’s ear and brain are able to hear blood and the mother’s heartbeat. Pregnant mothers should provide auditory stimulation for their unborn babies. For example, BabyPlus is a scientifically proven prenatal education system that introduces to an unborn baby a safe, simple set of sounds which provide auditory stimulation. Pregnant mothers are able to make their unborn baby smarter. Based on scientific research the developmental benefits for a baby will last their lifetime. n

CONTACT Sue Davey BUSINESS Brainy Child Education PHONE 1300 650 823

www.brainychild.com.au

4. Stay relaxed and reduce stress. Studies have shown that high exposure to the stress hormone cortisone can cause a baby to have learning difficulties, attention deficit issues, anxiety and lower IQ. Prenatal yoga, exercise, meditation and deep breathing may help a pregnant mother to stay relaxed during stressful times. Summer 2013/14 n WORKING WOMEN® 53

WW BIZ START UP

Advice for the

business newbie

Starting a business is a dream that many have, but few follow through. CINDY DINH has been there, on the edge of stepping out of the security of employment, weighing up the options. In this article she outlines the importance of research and strategic thinking so you are poised and confident to jump into business ownership with both feet!

Cindy Dinh is a multi-million dollar business owner with The Body Shop At Home™. Starting her party plan business back in 2005, Cindy built her business from the ground up and now has an organisation of more than 300 consultants and makes an annual business revenue of more than $2 million. There’s no doubt that taking that leap is daunting, but if done right, the rewards far exceed all imaginable expectations and you will begin the ride of your life. The initial step can be overwhelming, but by applying the right knowledge and mindset to your venture, you will give yourself (and your business) the right start and every opportunity for success. Research your market – It is one thing to have a fantastic idea for a new business and another thing entirely to know that the market needs what you are providing. To find out this crucial information you will need to do some research. Look at the business landscape you want to enter, the demographics and other businesses that have a similar offering. This will give you an insight into what is working, what isn’t, and importantly will help you identify any gaps you can slot into. It may seem tedious, but having this knowledge is essential as it helps you to develop a strong offering and will be the backbone for your business plan.

Develop a business plan – Your business plan will act as your ‘business bible’. It sets out your strategy and is essential in helping you set goals, assess weaknesses and measure success. A good business plan also helps keep you on track and will stop you getting distracted by small things, allowing you to focus on the big picture. Establishing a business plan can be tricky, particularly if you haven’t had experience developing one previously. All that research you did in point one will come in handy here, but if you get stuck, there are lots of free services out there that can assist small businesses with this crucial step, so don’t be afraid to ask for professional help. Success is learning – When starting your own business, it’s natural that you will find yourself in unfamiliar territory. Try not be overwhelmed by this, instead try to see it as a wonderful opportunity to push boundaries, take risks and think outside of the square. Everything you learn from this experience should be viewed as success, even if what you have tried doesn’t end up working as well as you originally thought. Every business will experience setbacks, hurdles and bumpy rides – that is after all half the fun – but it is learning from these experiences that drives the success of your business. Fear of failure is irrelevant – Try not to worry! Worrying about failing will not do you or your business any good; it really is a wasted emotion

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www.qmagnets.com 54 WORKING WOMEN® n Summer 2013/14

that not only takes a toll on your own health and wellbeing, but also creates significant stress on your business in its early stages. Remind yourself that every business needs time to grow and establish itself within the market, yours is exactly the same. Allow yourself room for mistakes, to change direction and re-evaluate strategies. Simply because you change the direction of your business or rework an initiative that wasn’t quite right, it doesn’t mean you are failing. Your business, like any growing thing, needs room to grow, change and find its feet. What your business evolves into will often be something more than you could have imagined.

REWARD YOURSELF FOR THE LITTLE WINS So often when starting a business you are focused on where you want your business to be in five or even ten years time. And while it’s important we look at the big picture, it is also important that we don’t put all of our power into focusing on the end goal and forget to recognise and celebrate the little wins. Set yourself some mini goals along the way to keep you motivated; your first sale, your first 100 likes on Facebook, a strategy that works well, or a great customer review. They are all signs that your business is doing what you set out to achieve, so celebrate! Don’t be afraid to reward yourself for these wins – you have worked hard for them, you deserve it!

SUPPORT IS KEY There’s an old saying ‘no man (or woman!) is an island’ and you are no different! You will need support, someone to sit down with at the end of the day with a glass of wine and vent the issues you are facing, bounce new ideas off, and speak openly and honestly about what you are feeling. Establishing a successful business can be stressful; it involves long hours and a lot of hard work, so having someone there for you through these times is critical. n

CONTACT Cindy Dinh BUSINESS The Body Shop At Home

www.thebodyshop.com.au

NETWORKING EVENTS

Calendar2014 Put your foot in the door at WNA – dynamic networking events, connections and educational speakers.

NETWORKING EVENTS CALENDAR 2014 FEBRUARY WED 12 February

BRISBANE

Business Luncheon

Colmslie Conference Centre, Wynnum Road, Morningside QLD

WED 19 February

MELBOURNE

Business Luncheon

CQ Functions Centre, 113 Queen Street, Melbourne VIC

WED 26 February

HOBART

Business Luncheon

Salamanca Inn, 10 Gladstone Street, Hobart TAS

WED 26 February

ALBURY

Power Tea

Rydges Albury Hotel, 648 Dean Street, Albury NSW

THU 27 February

NORTH LAKES

Power Tea

North Lakes Golf Club, 1 Bridgeport Drive, North Lakes QLD

WED 12 March

PERTH

Business Luncheon

BlueWater Grill, 56 Duncraig Road, Applecross WA

THU 13 March

BRISBANE

Business Luncheon

Colmslie Conference Centre, Wynnum Road, Morningside QLD

WED 19 March

SYDNEY

Business Luncheon

Venue to be confirmed

THU 20 March

MELBOURNE

Business Luncheon

CQ Functions Centre, 113 Queen Street, Melbourne VIC

WED 26 March

GOLD COAST

Business Luncheon

RACV Royal Pines Resort, Ross Street, Benowa QLD

WED 2 April

ALBURY

Power Tea

Rydges Albury Hotel, 648 Dean Street, Albury NSW

THU 3 April

HOBART

Business Luncheon

Salamanca Inn, 10 Gladstone Street, Hobart TAS

WED 14 May

BRISBANE

Business Luncheon

Colmslie Conference Centre, Wynnum Road, Morningside QLD

WED 21 May

MELBOURNE

Business Luncheon

CQ Functions Centre, 113 Queen Street, Melbourne VIC

THU 22 May

SYDNEY

Business Luncheon

Venue to be confirmed

THU 22 May

PERTH

Business Luncheon

BlueWater Grill, 56 Duncraig Road, Applecross WA

THU 29 May

NORTH LAKES

Power Tea

North Lakes Golf Club, 1 Bridgeport Drive, North Lakes QLD

MARCH

APRIL

MAY

TO BOOK OR TO VIEW ALL OUR 2014 NETWORKING EVENTS VISIT www.womensnetwork.com.au

Connect with us on Facebook facebook.com/womensnetwork

PLEASE NOTE: All dates are subject to change. Bookings are required to be made by RSVP dates. Tickets are not held without payment. No money is accepted at the door. REFUNDS: A $4 processing fee applies for all refunds. Notification is required 5 days prior to event. After this time no refunds are given. Enquiries call us on T: 1800 052 476.

Join the premier networking group for women in business BE INSPIRED AND CREATE OPPORTUNITIES! Make the choice today and change the way you do business - tap into cutting edge online networking opportunities and surround yourself with inspirational business women who can become your mentors, referral advocates and friends.

It’s all about success by association. Join Women’s Network Australia WEB www.womensnetwork.com.au PHONE 1800 052 476

Connect + Network

in our

forums

Summer 2013/14 n WORKING WOMEN® 55

WW THE FLICKS

ReelEntertainment Australia’s love affair with films continues to keep cinemas across the nation overflowing. 2014 promises to be a year filled with even more outstanding movies. Here’s a taste of some films we know our movie buffs will enjoy. TRACKS

Release date: 6 March, 2014 Transmission Films Starring Mia Wasikowska (Jane Eyre, Stoker) and Adam Driver (HBO’s Girls, Frances Ha, Inside Llewyn Davis), directed by John Curran (The Painted Veil, We Don’t Live Here Anymore) and from the Oscar® winning producers of The King’s Speech, Tracks is based on the inspirational and iconic true story of Robyn Davidson. Robyn’s phenomenal solo trek from Alice Springs to Uluru and on to the Indian Ocean saw her traverse 2700 km of spectacular yet unforgiving Australian desert accompanied only by her loyal dog and four unpredictable camels. Set against one of the wildest, most dangerous and most breathtaking backdrops on the planet, this unprecedented journey pushed Robyn to her physical and emotional limits and taught her that sometimes we have to detach from the world to feel connected to it. In witnessing this extraordinary journey we realise that the impossible is within reach of us all.

CHINESE PUZZLE

THE DALLAS BUYERS CLUB

LE WEEK-END

A comedy on love and friendship set in the Big Apple, and from the director of THE SPANISH APARTMENT and PARIS. CHINESE PUZZLE centres on Xavier, a 40-year-old father of two who still finds life very complicated. When the mother of his children moves to New York, he cannot bear them growing up so far away from him and in turn follows them to the Big Apple. The film reassembles many of Klapisch’s greatest character actors including Audrey Tautou (Amélie, Thérèse), Romain Duris (Heartbreaker, Paris), Kelly Reilly (Flight, Mrs Henderson Presents), Kevin Bishop (A Few Best Men) and Cécile De France (Hereafter).

An imperfect man fights for survival during an uncertain time in America. Inspired by true events, Ron Woodroof’s story of strength is told in Dallas Buyers Club, directed by Jean-Marc Vallée from an original screenplay by Craig Borten and Melisa Wallack. Spirit Award winner Matthew McConaughey portrays the real-life character, whose self-interest is galvanised into something much more. A son of Texas, Ron Woodroof is an electrician and rodeo cowboy. In 1985, he is well into an unexamined existence with a devil-may-care lifestyle. Suddenly, Ron is blindsided by being diagnosed as H.I.V.-positive and given 30 days to live. Yet he will not, and does not, accept a death sentence.

Le Week-End is a beautifully observed, funny and poignant story about the nature of love and commitment where husband and wife yearn to recapture their youthful fearlessness, lack of responsibility and idealism. A married couple, Meg and Nick (Jim Broadbent and Lindsay Duncan), revisit Paris to revitalise their marriage, and run into an old friend (Jeff Goldblum) who gives them a new vision on life and love. Le Week-End marks the latest collaboration between Roger Michell and his long-standing partners, writer Hanif Kureishi and producer Kevin Loader – the trio also worked on Venus, The Mother and TV’s The Buddha of Suburbia.

Release date: 23 January, 2014 Transmission Films

56 WORKING WOMEN® n Summer 2013/14

Release date: 13 February, 2014 Pinnacle Films

Release date: 20 February, 2014 Transmission Films

Classified Business Directory ACCOUNTANTS Business Links Australia

Accounting and tax planning services for small to medium sized businesses, investors and selfmanaged superannuation funds. Located Southside Brisbane. +61 (7) 3341 1007 www.blinks.com.au

BEAUTY PRODUCTS & SERVICES Look Your Best With Safe Cosmetics!

Want healthy skin that looks and feels amazing, using the purest and safest ingredients nature has to offer? Let me show you how to achieve this and to apply professional make up! +61 (0) 416 253 791 www.createyourself.myarbonne.com.au

BUSINESS COACHING Increase Sales, Profits & Growth in 2014

Work with a business coach that gets real results. Work on your business in person, by phone or skype. Jen has coached 1,158 businesses to date from all over Australia and overseas. 1300 791 291 www.jenharwood.com

You Deserve to Have Your Ideal Business

For some individual TLC to help build a successful business around your inspiration and purpose, please call David for a chat. I help women in business unlock their magnificence. +61 (2) 9994 8999 www.quidditybusiness.com.au

CHILDCARE & NANNY SERVICES Charlton Brown

Australia’s most respected care and training provider. Whether it’s for a couple of hours or a couple of years we can supply a nanny to suit your specific needs. 1300 626 643 www.charltonbrown.com.au

COACHING & DEVELOPMENT Are You A ‘Single Wife’, FIFO, DIDO?

Feeling alone, struggling to keep family dynamics flowing smoothly whether he’s away working or not? Reclaim your self and enjoy your lifestyle. Head transition coaching with Sue. +61 (0) 428 128 679 www.growingcontent.com.au

How to Make Change Easily!

Want to see results straight away? Then contact Louise Corica – a talented facilitator with business savvy. Her skills and qualifications will help you make changes today. +61 (0) 418 458 616 www.time2manage.com

The Art of Stress Free Living

Distracted by bright shiny objects? Drowning in paperwork? Making poor food choices? Lack energy? Want more time and balance for what matters most? Grab your free guide today. + 61 (0) 408 723 559 www.TheRevampExperience.com.au

EARLY CHILDHOOD EDUCATION Award Winning Early Learning Programs

HAIR CARE Ambiance 3-in-1 Dry Shampoo Powder

EDITING & WRITING SERVICES First Impressions Count!

HEALTH & WELLNESS IBA Strategic Consulting

Teach your child reading, maths and music for only 10 minutes per day with fun, engaging and easy programs. Each program has 12 months of pre-planned daily lessons. One time investment. 1300 650 823 www.brainychild.com.au

Prompt, professional editing help for your documents, letters or websites. Writing services also available. We love to make your business shine! Call for a quote today. +61 (0) 412 749 388 www.facebook.com/McNair.EditingServices

EVENTS & WORKSHOPS Unzip The Fat Suit Using Your Mind

If you or someone you know battles food cravings, comfort and boredom eating or exercise motivation, this 2 day event is the solution. Dates in Cairns, Brisbane, Sydney and Melbourne. 1300 664 544 www.thepotentialist.com/hypnosis-services/ weight-loss/

FASHION Cover Up in Style

Our cover-ups are designed around your curves. Figure hugging and sexy, or flowing and feminine; enhance your best features in a style and length that suits you best. Size 6 to 20. +61 (0) 404 036 857 www.pacificbreeze.com.au

Do You Lack Energy? Want to Reshape?

If you want to boost your energy and reshape your body, Herbalife Nutrition can help. These products can help you feel revitalised, optimise your health and lose weight. Call Jan. +61 (0) 469 799 236 gr8thealthandwealth@gmail.com

HUMAN RESOURCES Employment Toolkits-HR & WHS Specialists

A leading provider of HR and WH&S Toolkits, instantly downloaded and implemented straight into your business. Visit our website today for your free e-Book, ‘7 Costly HR Mistakes’. 1300 123 678 www.employmenttoolkits.com.au

LEGAL SERVICES All-Woman Legal Team that Gets on with the Job

Total Portfolio Management

Patents | Trade Marks | Designs

Providing strategy, advice and expertise in investing in Shares and Superannuation for over 20 years. Need help? Call Susan Rallings to discuss your specific needs. +61 (7) 3334 4865 www.morgans.com We help you to achieve your financial and lifestyle goals over the short and long term. Your goals are achieved by using prudent financial planning strategies and tools. +61 (7) 3018 0587 www.totalportfolio.com.au

FUNERAL SERVICES White Lady Funerals

National funeral service to all families. Offering assurance of absolute support and professional attention with genuine care. Providing a woman’s understanding since 1989. 1300 656 550 www.whiteladyfunerals.com.au

GRAPHIC DESIGN SERVICES Scarab Blue Design

DENTISTS Refresh Your Smile and Confidence!

Unicorn Graphics

Experience personalised approach, snap-on smiles, invisible braces, minimally invasive dentistry, facial rejuvenation. Complimentary health smile assessments. Special occasion packs. +61 (2) 9438 4425 www.smilesdentalsurgery.com

Business and Life Coaching. With only weeks until Christmas lose weight and feel the best you can. Join our 30 Day Body Cleanse and receive a FREE 1:1 group coaching to ensure success! +61 (0) 421 784 178 www.IBAconsulting.com.au

FINANCIAL SERVICES Morgans Financial Ltd

COSMETIC PROCEDURES Dr Sarah at Sunnybank Hills

Wrinkle treatments, Gel fillers, skin checks and skin care advice by an experienced doctor. BOOK NOW! Free consultation! +61 (7) 3711 1400 Sunnybank Hills General Practice

Volumising Powder for Styling. Dry Shampoo, absorbs excess oil to cleanse hair. Tinted, powder, 5 colours available. Will gently blend greys and regrowth. Travel friendly. Perfect for the busy woman who wants sensational hair everyday. Bonus free refill while stocks last. RRP $29.95. +61 (0) 430 241 521 www.ambianceaustralia.com.au

Passionate, not precious. Creative, but practical. Consistant, yet versatile. Advertising, publishing and graphic design expertise – big agency experience with small agency rates and service. +61 (0) 419 311 862 www.scarabblue.com.au Affordable agency-quality graphic design solutions for print and web by a designer/ illustrator with years of experience and expertise. Your designer who cares about the details. +61 (2) 4751 1383 www.unicorngraphics.com.au

Choose Longmores Lawyers for conscientious and cost-effective service in: Property conveyancing, business law, contract law, building construction law, debt recovery, plus more. 1300 851 464 www.longmores.com.au Protect your most important business asset – your intellectual property. Don’t spend thousands building your business only to have someone rip you off! Free initial consultation. +61 (3) 9566 7241 www.adeptip.com.au

OUTBOUND CALL SERVICES 100 Matched Leads Free of Charge

Sales Campaigns shouldn’t be expensive! Outsource your own sales manager and team of mature, business-savvy women to make all those sales and customer service calls for you. +61 (0) 413 519 840 www.vssaustralia.com.au

PHOTOGRAPHY/VIDEO Boost Your Personal Branding Online

Get noticed online with unique and powerful business photography and videos. Build trust, referrals and relationships with a creative personal branding makeover by Kerrin Smith. +61 (0) 457 229 087 www.kerrinsmith.com.au/store

RENOVATIONS On Budget Home Makeover

Sydney’s most sought after renovation company delivering insightful renovation solutions. Visit our website to see what we do, meet the team and get some design ideas for your home. +61 (0) 412 813 836 www.onbudgethomemakeover.com.au Summer 2013/14 n WORKING WOMEN® 57

Classified Business Directory RESILIENCE AND RELATIONSHIP SPECIALISTS Get the Results You Desire

At Unity-Qld we use easy-to-implement strategies that are simple, effective and practical. Our support, products and services are relevant from home to workplace and your situation. +61 (0) 402 889 648 www.unity-qld.com.au

SALES & MARKETING SERVICES Do You Want Hot Copy For Your Business?

I help businesses like yours with amazing copy that converts into higher open rates, sales conversions and more repeat business, saving you time and money. +61 (0) 404 270 520 www.traceyjewel.com

THINGS TO DO Jot down your ‘Things To Do’ action plan and contact businesses in our Classified Directory to help you achieve your goals.

Torresresearch and Writing

Are you tired of the fruitless rounds of networking? Do you just want to know who your market is? We can equip you with simple research tactics or take over the research for you. +61 (0) 405 041 014 www.torreswriting.com.au

SKIN CLINICS Diamond Skin Clinic

Providing services in IPL hair reduction and skin rejuvenation, microdermabrasion, weight and cellulite reduction, advanced facials and renophase skin renewal treatments. +61 (7) 3712 0235 www.diamondskinclinic.com.au

SOCIAL MEDIA SERVICES Safeguard Your Business

Protect your business with an effective Social Media Policy that supports and empowers high quality engagement. Find out more. Book a complimentary consultation. +61 (0) 417 010 877 www.annacairo.com

TANKS – BULK FUEL STORAGE Austank Fuel Management Solutions

Austank® manufactures bulk fuel tanks from 15ltrs to 1.2M ltrs. Austank engineers, fabricates and installs a wide range of tanks. Austank is a leader in providing fuel management solutions. +61 (3) 9775 1688 www.austank.com.au

TRAINING | PUBLIC SPEAKING Lost for Words?

Speakup can help you get over your fear of speaking in public. One on one or groups. Based in Hobart, very happy to travel. Call Margaret. A POWERtalk International member. +61 (3) 6278 8633 www.powertalkinternational.com

TRAVEL Destination Wedding Guide

Ultimate guide to planning a destination wedding is now online! This guide, from a travel and wedding expert can help simplify the planning so you can have an extraordinary wedding! 1300 851 584 www.runawayweddings.com.au

WEBSITE SERVICES Need a New Website?

Brilliant Web Design will build a website which will attract, connect and convert your ideal customer. More than just web designers, we can help you with email marketing and social media. +61 (7) 5554 5515 www.brilliantwebdesign.com.au

58 WORKING WOMEN® n Summer 2013/14

Don’t forget to network

Working Women M

Working Women Women’s network Australia

w w w.w o m e n s n e t w o r k . co m . a u

Business n success n Life

summer 2013/14 AUD $8.75

Eating at work how to unzip your fat suit

womEn on top

assertive or just plain pushy?

Advertising RATES

Print Post Approved 100003825

DISPLAY ADVERTISEMENTS

Get ready to package some

conversations that will sky-rocket your sales

punch in 2014

Vital tips for business newbies i s b u s i n e s s s a b otag i n g yo u r r e l at i o n s h i p s ?

CASUAL RATE CARD - FULL COLOUR (these rates assume that finished digital artwork is being supplied by the advertiser) ARTWORK

TRIM: 297 (H) x 420 (W)

TRIM: 297 (H) x 210 (W)

SIZE: 133 (H) x 190 (W)

IMAGE: 277 (H) x 400 (W)

IMAGE: 277 (H) x 190 (W)

BLEED: 307 (H) x 430 (W)

BLEED: 307 (H) x 220 (W)

$1700

30% of the cost of your first advertisement

DISCOUNT Book four consecutive editions and receive a 10% discount which includes free artwork. Conditions apply.

AD AGENCIES Advertising agency bookings are 10% commissionable

$600

$950

PLACEMENT OPTIONS Surcharges apply.

4 SIZE: 271 (H) x 60 (W)

$500

ADVERTORIAL SUBMISSIONS

SIZE: 64 (H) x 190 (W)

SIZE: 64 (H) x 125 (W)

Submit 220 words of text and a high resolution 300dpi image - $600.

SPECIFICATIONS AND RATE SHEETS Download from www.womensnetwork.com.au or T: 1800 052 476

SIZE: 64 (H) x 60 (W)

$450

$290

$370

WORKING WOMEN | CLASSIFIED BUSINESS DIRECTORY Standard price per listing $179. Discounted WNA Member price per listing $99. Book online at http://www.womensnetwork.com. au/page.cfm?pageCode=Classifieds

CONTRIBUTING AUTHORS

Please note that pages of WORKING WOMEN® are available for purchase. They are supplied in PDF format - making them suitable for placement on websites. The cost per page or part thereof is $88 including GST. Conditions apply.

FRONT COVER OPPORTUNITY

Includes photo on cover, a double page 800 word UPFRONT feature article, one full-page display advertisement and up to a maximum of 500 complimentary copies of the magazine carrying the feature.

TERMS AND CONDITIONS

Available at www.womensnetwork.com.au ‘WORKING WOMEN’ is a registered trade mark of Women’s Network Australia Pty Ltd.

Refer to www.womensnetwork.com.au for advertising terms and conditions or call 1800 052 476.

ADVERTISING RATES SIZE DESCRIPTION

HEIGHT x WIDTH (mm)

CASUAL RATE (once off)

2 PACK RATE (2 consecutive issues)

4 PACK RATE (4 consecutive issues)

1. Double page

297 x 420

$1700

$1615 per issue

$1530 per issue

2. Full page

297 x 210

$950

$902.50 per issue

$855 per issue

3. Half page horizontal

133 x 190

$600

$570 per issue

$540 per issue

4. Full page – one column

271 x 60

$500

$475 per issue

$450 per issue

5. Quarter page horizontal

64 x 190

$450

$427.50 per issue

$405 per issue

6. Quarter page – two columns

64 x 125

$370

$351.50 per issue

$333 per issue

7. Quarter page – one column

64 x 60

$290

$275.50 per issue

$261 per issue

Advertorial – 220 words plus image

133 x 190

$600

$570 per issue

$540 per issue

BOOKING AND EDITORIAL DEADLINES Cover

Publication Date

Editorial and authors image Material Deadline

Display Advertisements/Advertorial Booking Deadline Material Deadline

Classified Business Directory Booking and Material Deadline

Autumn

20 March

15 January

1 February

8 February

1 February

Spring

20 September

15 July

1 August

8 August

1 August

Winter

Summer

20 June

20 December

15 April

15 October

1 May

1 November

8 May

8 November

1 May

1 November Summer 2013/14 n WORKING WOMEN® 59

Join today and discover the difference networking can make to your business! Be inspired and create opportunities for you and your business by joining the nation’s premier networking organisation for women in business. Step into a world of business opportunities, collaboration, connections and knowledge designed to help you to develop and grow. Access expert advice, online forums, education, business resources, networking contacts, small business guidance and over 100 live networking events and speakers. Build a rock solid business, expand your connections, attract more clients and be mentored by inspirational business women.

Join Women’s Network Australia today! It’s the easy way to fast-track the success of you and your business.

1800 052 476 Connect with us on Facebook: facebook.com/womensnetwork

Working Women Women’s network Australia

w w w.w o m e n s n e t w o r k . co m . a u

Business n success n Life

summer 2013/14 AUD $8.75

Eating at work how to unzip your fat suit

onth

womEn on top

Print Post Approved 100003825

g rkinn o W ome n Wubscriptdioin 12-m

assertive or just plain pushy?

Get ready to package some

conversations that will sky-rocket your sales

punch in 2014

Vital tips for business newbies

ude incl bership mem

i s b u s i n e s s s a b otag i n g yo u r r e l at i o n s h i p s ?