Lake Business Magazine, 4th Quarter 2015

LAKEB US I N E SSMAGAZ I N E

IN LAKE

A look at the many well-known national brands that are made right here!

PLUS

7 WAYS

TO KEEP SAFE Holding off the hackers

CREDIT CARD FRAUD Chip Away

OVERTIME The new rules

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C O N T E N T S LAKE B US I N E SS MAGAZ I N E

/// 2 0 1 5 F O U R T H Q U A R T E R

F E AT U R I N G ‹‹‹ 18

32

MADE IN LAKE

Manufacturing is second largest industry in Lake. A look at the top manufacturers and innovators.

SHAPING LAKE’S LEADERS

Celebrating its 25th anniversary, Leadership Lake County continues its tradition of impacting local leadership.

‹‹‹

D E PA R T M E N T S 7 9 10 12

FROM THE CEO COMMISSIONER’S CORNER ADVISORY BOARD BUSINESS BRIEFS

37

LEADERSHIP AN ACT OF FAITH /// HOW ENTREPRENEURS BECOME BETTER TEAM LEADERS /// MOVING INTO A POSITIVE PATH

43

SALES & MARKETING WHAT TO DO IF YOUR MARKETING ISN’T WORKING /// CHOOSING A TYPEFACE FOR YOUR BRAND

49

FINANCE STARTING A BUSINESS: WILL YOUR BUSINESS SUCCEED? /// CHIP AWAY CREDIT CARD FRAUD

55

HUMAN RESOURCES NEW RULES ON OVERTIME

61

TECHNOLOGY MARKETING WEBSITES /// SEVEN WAYS TO KEEP YOUR SMALL BUSINESS SAFE FROM HACKERS

ON THE C OV ER PHOTO ILLUSTRATION: JOSH CLARK

5 2015 F OU RTH QUARTE R

LAKE BUSINES S MAGAZ I N E

A T

Y O U R

S E R V I C E

F E AT U R I N G

BARBA R A

COR COR AN

THERE’S ALWAYS SOMETHING EXCITING HAPPENING AT AKERS MEDIA

THE SHARK TANK STAR DISCUSSES INCREDIBLE CLIMB FROM WAITRESS TO MILLIONAIRE PLUS

“LE E D”I N G TH E WAY

BANK PRESIDENT KEN LAROE DREAMS OF GREENER LAKE COUNTY

PUBLISHING The magazines of Akers Publishing – Healthy Living, Lake & Sumter Style, Style/The Villages Edition and Lake Business Magazine – set the standard by focusing on the communities in which they serve. Each magazine provides up-to-date, entertaining and thought-provoking content that thoroughly represents the people and places that make these communities special.

CREATIVE In 2012, Akers launched a full-service advertising agency which has already been recognized nationally by the American Advertising Federation (AdFed) with multiple Addy awards. Our strategy is simple: provide big market agency quality with local convenience and attitude.

OF STYLE WOMEN BUSINESS to get the job done right These ladies work hard May 2014

What’s in a name?

• Branding • Advertising • Graphic Design

For nearly 40 years, Lake ENT & FPS has been setting the standard for compassion, technology and artistry in patient care for ear, nose, throat and facial plastic surgery.

LEARN MORE ABOUT THEIR “GALLERY” OF SERVICES INSIDE.

MAKING WAVES

yoga?

What’s SUP with paddleboard

SOS SKIN CARE irritations

Fight back against summer skin

IF THE SHOE FITS

AND MONEY KIDS Allowance and other helpful tips

Putting best foot forward to help

needy

MENTAL GARDENING

Dig up the root cause of your anxiety

TIGHTEN THE SKIN YOU’RE IN

RISKY BUSINESS

No away around it, investing entails

risk

ME, MOM & DEMENTIA

Is your skin sagging and losing elasticity?

A mother and daughter bond in the face of Alzheimer’s disease.

IN THE

Who needs theme parks when Lake County has the great outdoors? So, unplug the children, pack up the SUV and discover your own local sunsational adventure.

Plus

TTHINGS HINGS YYOU OU SSHOULD HOULD KKNOW NOW

Barggains, ffreebies Bargains, reebbies rright ight ooutside utside yo your our ddoor oor

SSTILL TILL BBEAUTIFUL EAUTIFUL

… after after all all tthese hese ttears ears

HHAVE AVE YOU YOU TIPPED TIPPED A TIRE TIRE TODAY? TODAY?

RRope ope cclimbing, limbing, trac tractor ctor ttire ire ttipping ippping aand nd cchin-ups, hin-ups, oh my my! y!

• Broadcast media • Interactive media • PR and Promotions

• Media placement • Custom Publishing

STUDIO The old adage holds that a picture is worth 1,000 words. Our philosophy is 1,000 words is merely a good starting point. At Akers Studio, we produce priceless images that inspire words like magnificent, stunning, breathtaking and perfect. And we do so for every client, whether they need a quick passport photo or a 60-minute documentary.

• Portraits • Events

• Architectural • Videography • Commercial

• In-studio • On-location

AKERS APPS! Visit the Apple or Android app store today and download the Lake & Sumter Style or Healthy Living online magazine app for your mobile device. For the best in enhanced magazine entertainment, join us online for the media experience of a lifetime.

6

S H OW YOU R LOVE

Become a fan of Lake Business Magazine, Lake & Sumter Style or Healthy Living by friending us on our Facebook page, following us on Twitter or visiting our YouTube channel. You can sign up for our email list at www.lakebusinessmagazine.com

Creativity at its peak.

F R O M

T H E

P R E S I D E N T

SERVICING A NEED aking the decision to launch a new publication is never an easy one.

There are so many uncertainties, especially when you launch a niche publication that hasn’t existed before in a particular market. In the past seven years, Akers Media has launched four publications, all of which have been extremely successful and are still thriving.

I recall the excitement of each and every title, something inside of me knew that each one would be successful and service a need within our community. However, with LBM I wasn’t as confident. I was hopeful, and I knew there was a need, but would our business community embrace it? That was the unanswered question.

I am happy to report that we are on our third issue, and LBM appears to be a huge hit! We have had emails and texts pouring in from businesses and community leaders, thanking us for producing a magazine such as this. The overwhelming statement has been, “Wow, we have needed a magazine like “ YO U H AV E M Y C O M M I T M E N T T H AT I , A N D M Y this.” Needless to say, our team is thrilled and exhilarated. In fact, we are already making T E A M , W I L L W O R K H A R D T O K E E P YO U A B R E A S T plans to increase the publishing schedule from O F T H E I M P O R TA N T I S S U E S I N L A K E C O U N T Y, A N D a quarterly to a bi-monthly.

B R I D G E T H E G A P O F C O M M U N I C AT I O N B E T W E E N As we move forward, you will see more B U S I N E S S E S A N D O U R G O V E R N M E N TA L L E A D E R S .” features on the local economy, economic indicators, services available for small business and start-ups, and more communication from our community leaders. Also expect an expanded look at industries such as real estate, construction, restaurants, charitable organizations, politics, and much more.

You have my commitment that I, and my team, will work hard to keep you abreast of the important issues in Lake County, and bridge the gap of communication between businesses and our governmental leaders.

If there is anything in particular you would like to see featured in LBM, please feel free to email me. Story ideas and feedback are always welcome.

Thank you for your support!

M

KENDRA AKERS, CEO kendra@akersmediagroup.com

7 2015 F OU RTH QUARTE R

EXPERIENCE AWARD WINNING CUSTOMER SERVICE

PUBLISHER | KENDRA AKERS kendra@akersmediagroup.com VICE PRESIDENT | DOUG AKERS doug@akersmediagroup.com CHIEF CREATIVE OFFICER | JAMIE EZRA MARK jamie@akersmediagroup.com

EDITORIAL CONTRIBUTING WRITERS JACK DUNIGAN | BEN HOMAN | LEIGH NEELY JAMIE ROBINSON | ALEXANDER SOTOMAYOR JOHN SOTOMAYOR

DESIGN ART DIRECTOR | LORI BALES lori@akerscreative.com GRAPHIC DESIGNER | RHEYA TANNER rheya@akerscreative.com GRAPHIC DESIGNER | JOSH CLARK josh@akersmediagroup.com PRODUCTION DIRECTOR | MICHAEL GAULIN michael@akersmediagroup.com

PHOTOGRAPHY FRED LOPEZ

SALES

MARY RHODES

VP OF SALES AND MARKETING | TIM MCRAE tim@akersmediagroup.com

Branch Manager

SR ACCOUNT REP | MIKE STEGALL mike@akersmediagroup.com

NMLS #354036

ACCOUNT REP | HEIDI RESSLER heidi@akersmediagroup.com ACCOUNT REP | LYNNE KELLEY lynne@akersmediagroup.com

AKERS MEDIA IS A PROUD MEMBER OF

Direct Lender • Purchases and Refinances • Conventional, FHA, VA, USDA, Jumbo, Reverse Mortgages • Quick Turnaround Times Office: 352.383.3046 Cell: 321.689.5754 620 East 5th Ave., Mount Dora

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LEESBURG PARTNERSHIP

LAKE EUSTIS AREA CHAMBER OF COMMERCE

WINNER OF

LEESBURG CHAMBER OF COMMERCE

TAVARES CHAMBER OF COMMERCE

SUMTER COUNTY CHAMBER OF COMMERCE

SOUTH LAKE CHAMBER OF COMMERCE

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93 AWARDS FOR EXCELLENCE

Lake Business Magazine, Fourth Quarter 2015.

Published by Akers Media, 108 5th Street, Leesburg, FL 34748.

All editorial contents copyright 2015 by Akers Media. All rights reserved. Lake Business Magazine is a registered trademark of Akers Media. Nothing may be reprinted in whole or in part without written permission from the publisher. For information, call 352.787.4112. Return postage must accompany all unsolicited manuscripts and artwork if they are to be returned. Manuscripts are welcomed, but no responsibility can be assumed for unsolicited materials. “Special Advertising Feature” denotes a paid advertising feature. Publisher is not responsible for claims or contents of advertisements. The ideas and opinions contained in this publication do not necessarily reflect the thoughts or opinions of Akers Media.

8 LAKE B US I N E SS MAGAZ I N E.COM

C O M M I S S I O N E R ’S

C O R N E R

CUSTOMER FOCUSED was recently on the phone with a company’s customer support department and had a conversation that went something like this: Me – Yes sir, I wanted product X but you sent me product Y. Would you please send me product X and refund me for product Y? Representative from Company: XYZ – No sir, you will need to call our product support department during business hours. Our department doesn’t do that. Me – Ok, can I get my refund? Representative from Company XYZ – No sir, I am not authorized to do that until you talk with product support.

Say what? Some might call this the “runaround.” It’s probably just a case of Company XYZ operating an archaic business model that hasn’t shifted to a truly customer-focused brand of business.

During these last few years, Lake County government has made strides to become a true customer-focused agency that operates with business-like principles. One big change was made recently to reach this goal. This past March, Lake County’s Department of Economic Development and Tourism was combined with the Growth Management Department. Robert Chandler took leadership of the newly created department called “Economic Growth.”

Lake County joins the City of Orlando as one of the few in Central Florida to make this move. The Department of Economic Growth aims to help local business grow and attract companies for relocation.

“ECONOM IC D EVE LOPM E NT AN D The problems we face for economic prosperity in Lake County G ROWTH MANAG E M E NT S HOU LD are daunting. But I hope that conversations like the one I had with WOR K TOG ETH E R. WE N E E D A Company XYZ, will never prevent our county from winning a U N I FI E D TEAM APPR OACH TO M E ET company’s relocation or a local business from expanding.

T H E N E E D S O F C O R P O R AT I O N S Economic Development and Growth Management should work D O I N G T H E I R D U E - D I L I G E N C E .” together and not in separate silos, or even different locations within the county administration building. Many business expansions require building permits, planning, and zoning permits. As we continue to draw interest for corporate relocations, we need a unified team approach to meet the needs of corporations doing their due-diligence.

Expectations are high and competition for business is intense. The anticipated outcomes of this move are improved communication and a singular vision for customer service. The new Economic Growth Department will reduce the level of bureaucracy in Lake County government. Robert Chandler made it very clear that his team must be proactive and collaborative instead of hiding behind a desk and extra layers of management.

Lake County “Real Florida, Real Close” is home to a growing number of sports and tourism friendly events. The new Economic Growth Department will also streamline the process of permitting and supporting these events that are an integral part of our local economy.

Whether you are a local business, or one scouting sites for relocation, I encourage you to come and see what Lake County’s new Economic Growth Department is all about or visit www.businessinlakefl.com. It will be worth your time, and I believe our team will lead you through a more predictable process, providing you with information to assist you in making better business decisions.

I

SEAN PARKS, LAKE COUNTY COMMISSIONER 9 2015 F OU RTH QUARTE R

A D V I S O R Y

B O A R D

THE HEART OF OUR MAGAZINE: A group of astute, hard-working business leaders TH E TH OU G HTS, I D EALS, PH I LOS OPH I E S AN D TR I E D-AN DTR U E PRACTI CE S I N TH I S I S S U E COM E FR OM AN I N CR E D I B LY TALE NTE D G R OU P OF B U S I N E S S LEAD E R S WH O MAK E U P OU R ADVI S ORY B OAR D. OU R MAGA Z I N E STAFF I S J U ST TH E CON D U IT TO G ET B U S I N E S S PE OPLE TALK I N G, S HAR I N G I D EAS AN D H E LPI N G EACH OTH E R G R OW AN D I M PR OVE.

Jessica Flinn When it comes to success, Jessy Flinn has all the right ingredients. She serves as owner and executive chef of Gourmet Today, which opened in 2011. Gourmet Today is a full-service catering company that offers meal delivery, private chef services and cooking classes. Jessy’s passion in life is food, and she strives to uphold her company’s motto, “Rare service, Well done.”

Lou Buigas Lou Buigas is owner of B-Green Construction and Management, Hoity-Toity Mercantile and Green Art Gallery. She is also owner and managing partner of the Tavares WaterFront Entertainment District Group, a marketing company that formulates innovative ideas to reinvest funds back into the downtown waterfront.

Doug Childers, Jr. Doug Childers is president and chief executive officer of Lassiter Ware Insurance, a company that has been in Lake County for more than 100 years. The Sumter County native has been with the company for nearly 10 years, and he took over as CEO two years ago. Childers has a bachelor’s degree in risk management/ insurance from Florida State University.

Barbara Gaines Barbara Gaines, owner of Sense of Etiquette, holds certifications in corporate and children’s etiquette from the American School of Protocol in Atlanta. Sense of Etiquette assists individuals, groups, corporate, government and educational institutions to enhance the confidence of children, teens and adults to present a confident and courteous image.

Bryan Rudolph Bryan Rudolph has more than 25 years of broadcast television and video postproduction experience. A graduate of Indiana University of Pennsylvania, Bryan has served as a videographer/producer/ director for several TV stations.

He started his company, Video Doc Productions, in 1991.

Today the company is a trusted audio-video and technology resource center.

Joe Shipes Mount Dora High School graduate Joe Shipes worked in retail management and sales marketing before earning his real estate broker’s license.

In 1995, he became chief executive officer of The Leesburg Partnership, where he spearheads improvement projects and organizes events.

Joe lives in Umatilla with his wife and two children.

Ally Liu Ally and her husband Harry opened Azure Water in 2013 in Leesburg. She attended Webster University. The Stewarts and their company are active in community affairs and recently made a donation to CannedWater4Kids, a program that provides clean water for children in Africa.

Azure Water relocated to Leesburg from Hudson.

Carolyn Maimone Lake County native Carolyn Maimome studied business management and information technology at Lake Sumter State College. A turning point in her career occurred in 2006 when she was promoted to project manager for a large distribution company.

Daniel D. Whitehouse Daniel D. Whitehouse entered the legal profession after years managing Information Technology (IT) infrastructures for large companies. Whitehouse holds degrees from Webster University and Stetson University College of Law. He is a member of The Florida Bar, the Orange County Bar Association and the Lake County Bar Association.

10 LAKE B US I N E SS MAGAZ I N E.COM

Lanny Husebo Lanny Husebo is president of Husebo Marketing. Founded in 1962, the agency is celebrating its 53rd year specializing in medical, financial, and industrial business through traditional and social media. Company highlights include coordinating the opening of LRMC, designing the first Lake County tourism campaign and being part of the Vac-Tron team for over 20 years.

Michelle Harris Michelle Harris is the community service representative of the Florida Governmental Utility Authority (FGUA), a special-purpose agency that acquires, owns, improves and operates water and wastewater utilities.

Michelle brings 20 years of experience to the eight counties she serves. She earned a BS degree in business management from Liberty University.

Miranda Burrowes Native Floridian Miranda Burrowes is public relations specialist for the City of Eustis.

She earned her Public Relations degree at the University of South Florida and began her career at the Florida United Methodist Children’s Home. Next, she served as assistant director of development for the Foundation for Seminole State College.

Nan Cobb Classic Tents and Events owner and native Floridian Nan Cobb has lived in Lake County for more than 25 years. She is a member of multiple chambers of commerce and is second vice president of the Eustis Historical Museum. A florist by trade, her passion is turning art into unique décor.

Nancy Muenzmay Nancy Muenzmay is the presidents and co-owner of Striking Effects Promotions, a 20-year-old company specializing in embroidery, engraving and promotional products. She also currently is the director of Lake Sumter State College’s Business Incubator Programs. Her work history includes roles such as elementary school teacher and senior financial analyst.

Ray San Fratello Ray San Fratello has been the South Lake Chamber of Commerce president for more than 11 years. The Clermont resident attended Erie County Technical Institute and Buffalo State University. Before coming to Florida, Ray served as president of the Genesee County (New York) Chamber of Commerce. He’s married with three children.

Robert L. Chandler IV As director of Lake County’s Economic Growth Department, Robert oversees Planning & Community Design, Building Services, Economic Development and Tourism.

Robert has an undergraduate degree in psychology from Davidson College, and a Master of Business Administration Degree from the University of Florida. Robert and his wife have two daughters.

Susan Ellis Lake County native Susan Ellis founded Hound Dogg Entertainment, a company that provides event planning, stage and lighting for concerts and local and national musicians to local venues. Susan studied business marketing at Lake-Sumter State College.

Hound Dogg has provided entertainment for street festivals, arts and crafts shows and holiday events.

Mary Rhodes Mary Rhodes has helped people achieve home ownership since 1984, including 20 years with The Mortgage Firm, Inc. She opened the company’s Lake County branch in 2011. Mary finds financing for homebuyers through the Federal Housing Association, Veterans Affairs, USDA and jumbo mortgages.

She also does refinancing and reverse mortgages.

Kress Muenzmay Kress Muenzmay is vice president and co-owner of Striking Effects Promotions, a 20-year-old company specializing in embroidery, engraving and promotional products. His business career spans more than 45 years.

He served as mayor and commissioner for the City of Eustis and currently serves on the Florida Hospital Waterman Foundation board of directors.

11

2015 F OU RTH QUARTE R

BUSINESSBRIEFS /// N EWS A N D N OTE S FR OM A R OU N D TH E C OU NTY

KEVCO BUILDERS ON INC. MAGAZINE’S 34TH ANNUAL LIST OF AMERICA’S FASTEST-GROWING PRIVATE COMPANIES – THE INC. 5000 Kevco Builders, Central Florida’s most award-winning custom home builder and remodeler, was ranked no. 1908 on the 2015 Inc. 5000 34th annual list of fastest growing companies. It marks Kevco’s inaugural appearance on the list. According to Inc.’s ranking, Kevco’s three-year growth rate of 207% outpaced the average 143% growth rate of the construction category as a whole.

Also noteworthy, of the 5000 companies named, 336 were Florida-based companies, ranking Florida fourth among states with companies on the list.

E USTI S //

CITY OF TAVARES NAMES NEW ECONOMIC DEVELOPMENT DIRECTOR

Bob Tweedie was named the new economic development director for the City of Taveres.

“I have followed the evolution of America’s Seaplane City very closely and with great interest,” said Tweedie, a seaplane pilot who plans to utilize his experience and expertise to further develop the new identity of the city of Tavares.

TAV E R E S //

“There are tremendous opportunities to grow the brand that has been established here,” he said. Those opportunities include expanding seaplane manufacturing.

Over the years he served in various upper

12 LAKE B US I N E SS MAGAZ I N E.COM

management positions, including the supervisor at the Immokalee Airport, and then District Manager of the Marco Island Executive Airport and Everglades Airpark. He has done economic development work throughout that time, leading to his work with the Collier County Economic Development Council. Highlights there included the establishment of an Enterprise Zone, Trade Zone, and Industrial Park at the Immokalee Airport.

LAKE COUNTY COMPLETES BOND REFINANCING

Lake County recently completed the third and final phase of a series of refinancing deals that allowed the county to lower its debt service and save taxpayer money.

With a strong demand for bonds from investors,

TAV E R E S / /

and offers from Raymond James and Citigroup to underwrite unsold balances, the county achieved $2.29 million in net present value debt service savings, or 4.8 percent of refunded bonds par through the issuance of its Capital Improvement Revenue Refunding

the next 10 years. The first and second phase included a $20.95 million Direct Placement Bank Loan with Citizens First Bank of Leesburg, a locallyowned and operated financial institution. This bank loan refunded the outstanding Limited General Obligation Bonds

LAKE COU NTY ACH I EVE D OVE R $6.2 MILLION OF NET PRESENT VA L U E D E B T S E R V I C E S AV I N G S B Y P R O A C T I V E LY TA K I N G A D V A N TA G E O F T H E F A V O R A B L E MARKET CONDITIONS.

Bonds, Series 2015B. In June, the Lake County Board of County Commissioners signed the first part of its paperwork to refinance its bond debt, which resulted in an estimated savings of $4 million to the county over

that were issued in 2007 and generated net present value debt service savings of $1.75 million or 9.01 percent of the refunded bonds par amount. The county simultaneously closed on a $25.8 million Capital Improvement

LAKE COUNTY JOBS

81 AVERAGE DAYS ON MARKET

JUNE 2015

2015

2013

$179 K

2011

SALES AND INVENTORY SNAPSHOT

AVERAGE SELLING PRICE

Revenue Refunding Bond, Series 2015A with Jacksonville-based Regions Bank, which resulted in net present value savings of nearly $2.2 million, or 9.2 percent of the refunded bonds per amount. In total, the county achieved over $6.2 million of net present value debt service savings by proactively taking advantage of the favorable market conditions.

As part of the refinancing plan, Lake County announced in July it received positive reports from two nationally recognized statistical rating organizations.

Moody’s Investors Service assigned an Aa3 rating to Lake County’s Capital Improvement Refunding Revenue Bonds, Series 2015B. Fitch Ratings assigned an AA-rating to Lake County’s Capital Improvement Bonds and revised its outlook from negative to stable.

79,362

82,515

88,724 = 5000

13 2015 F OU RTH QUARTE R

B U S I N E S S B R I E F S

economy, create jobs and keep our nation’s spirit of enterprise alive,” U.S. Chamber President and CEO Thomas J. Donohue said.

Congressman Daniel Webster score for the second session of the 113th Congress (2014) was 79 percent, based on 14 votes, and his cumulative for his tenure in congress is an 87 percent.

NORTHEAST LAKE COUNTY BUSINESS OPPORTUNITY CENTER RELOCATES

U.S. CHAMBER RECOGNIZES CONGRESSMAN DANIEL WEBSTER AMONG 250 MEMBERS OF CONGRESS FOR PRO-BUSINESS VOTES WA S H I N G TO N , D.C. //

The U.S. Chamber of Commerce released its How They Voted scorecard and also honored 208 members of the House of Representatives and 40 members of the Senate with its annual Spirit of Enterprise Award, given in recognition of their support of pro-growth, pro-jobs policies during the second session of the 113th Congress.

“For 50 years, through our How They Voted scorecard, the U.S. Chamber has been recognizing legislators from both sides of the aisle who have worked to pass legislation and enact policies that bolster our country’s

M O U NT D O RA // The Northeast Lake County Business Opportunity Center (BOC) in Eustis, managed by LakeSumter State College, and home to the Florida Small Business Development Center (FSBDC) at UCF in Lake County, has relocated to Century Plaza, 17521 U.S. Highway 441, Suite 6, in Mount Dora. Hours will be 8 a.m. to 5 p.m., Monday through Friday. The office will be managed by Stan Austin, area manager at FSBDC at UCF. “Services offered at our BOC facilities are free to Lake County residents and include assistance for entrepreneurs, from starting up to going through the growing pains of becoming a stage 2 company,” said Adam Sumner, Lake County Economic Development & Tourism manager.

Training, seminars and one-on-one consulting are offered at each of three centers conveniently located throughout the county at the following locations. *NEW LOCATION Northeast Lake County 17521 U.S. Highway 441 Mount Dora 352.602.4575 South Lake County 20763 U.S. Highway 27 Groveland Phone: 352.429.2581 Northwest Lake County 600 Market St. Leesburg Phone: 352.315.1846

UNEMPLOYMENT RATE

JUNE 2015

UNEMPLOYMENT RATE TREND

9% PERCENT UNEMPLOYED

5.6%

12%

6%

3%

0

2011

2013

2015

14 LAKE B US I N E SS MAGAZ I N E.COM

JOBS/LABOR FORCE RATIO 1.9 1.8 1.7 1.6 1.5 1.4 1.3

JAN 15

JUL 14

OCT 14

JAN 14

APR 14

JUL 13

OCT 13

JAN 13

APR 13

JUL 12

OCT 12

JAN 12

APR 12

JUL 11

OCT 11

JAN 11

APR 11

JUL 10

OCT 10

JAN 10

APR 10

JUL 09

OCT 09

JAN 09

APR 09

1.2

This chart shows that Lake County has had a Jobs/Labor Force ratio of between 1.56 and 1.81 since January 2010. Ideally, you would want this number to be 1.0, which would mean that every resident who wants a job would be able to get a job in Lake County. As you can see, Lake County peaked at 1.81 in August of 2010. That number has been reduced significantly to a current ratio of 1.56, which is the lowest it has been since March of 2008

IMG ENTERPRISES ANNOUNCES LAUNCH OF A NEW GROUNDS MAINTENANCE COMPANY EXPECTED TO CREATE OVER 100 JOBS IN THE NEXT FIVE YEARS.

IMG Enterprises, a diversified agribusiness, announced the launch of their latest venture and a plan to create over 100 jobs with a new full service grounds maintenance company. IMG Enterprises is the parent company of several successful Lake County businesses, including Cherry Lake Tree Farm, one of the largest wholesale producers of ornamental trees, palms, and shrubs in the Southeast United States and LegacyScapes, one of fastest growing landscape contracting companies in the nation, and a trusted leader in the Central Florida market.

The timing of this new venture coincides with strong economic growth in the region. “We are very bullish on the local economy and the potential for new business opportunity in the South Lake county region” says Timothee Sallin president of Cherry Lake Tree Farm and LegacyScapes. “There is a lot of growth happening here locally and we believe we can build this new company around local clients and local employees.”

Over the next five years the company expects to create over 100 jobs including 15 management level positions.

These jobs will range from gardeners to team leaders, account managers, operation managers, sales professionals, irrigation and horticulture technicians and mechanics.

To help build this new company, IMG Enterprises has hired Wyatt Cartwright as Director of Grounds Maintenance. Wyatt is a Clermont resident with over 15 years’ experience in the industry.

G R OV E L A N D / /

LAKE COUNTY AVERAGE WAGES

$32,838 $34,294 $32,396

2011

1st quarter

2013

1st quarter

2015

1st quarter

= $1000

15 2015 F OU RTH QUARTE R

B U S I N E S S B R I E F S

TWO SUMTER COUNTY BUSINESSES INCLUDED AMONG 2015 FLORIDA COMPANIES TO WATCH ECONOMIC IMPACT OF 50 SECOND-STAGE COMPANIES

FNBMD’S TRUST DEPARTMENT’S EXECUTIVE MANAGEMENT REALIGNS

M O U N T D O R A / / The Board of Directors of The First National Bank of Mount Dora is pleased to announce the promotion of John D. Pease IV to Executive Vice President and Trust Officer, of the Trust and Investment Department, following the retirement of C. Edward Brooks III, who will be taking on the role of Senior Trust Advisor.

Of his duties as Exec VP, Pease says, “My principal goal is to continue our history of providing clients with outstanding investment management and estate planning expertise. Our team of advisors has a special commitment to honoring our tradition of quality and client satisfaction. That will never change.”

Among the 50 businesses selected on the 2015 Florida Companies to Watch were two from Sumter County: Highway Systems Inc. and The Villages Insurance. Nearby Auto Customs LLC in Marion County also made the list.

From 2011 through 2014, the selected 50 Florida companies generated more than $1.2 billion in revenue and added 996 employees, reflecting a 140 percent increase in revenue and 97 percent increase in jobs for the four-year period. That

translates into a 24 percent annual revenue growth and 19 percent annual growth in employees.

These companies project continued growth in 2015, with a 23 percent revenue increase and 19 percent growth in employees compared to 2014. If their projections hold, these companies will have generated $1.8 billion in revenue and added 1,371 employees over the last five years — a 196 percent increase in revenue and 134 percent increase in jobs since 2011.

2015

2013

2011

LAKE COUNTY LABOR FORCE

= 2000

119,535 127,024 132,575

16 LAKE B US I N E SS MAGAZ I N E.COM

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18 LAKE B US I N E SS MAGAZ I N E.COM

IN LAKE MANY MAY B E SU R PR I S E D TO LEAR N THAT WE LL-KNOWN NATIONAL B RAN D S AR E MAD E R IG HT H E R E I N LAKE COU NTY. TH EY I M PACT OU R LOCAL ECONOMY SO M UCH THAT MANU FACTU R I NG STAN D S AS TH E S ECON D LARG E ST I N D USTRY I N LAKE COU NTY WITH A POTE NTIAL TO GO FROM BOOST TO BOOM. S T O R Y J O H N S O T O M AY O R

19 2015 F OU RTH QUARTE R

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T

heir presence is everywhere, but you don’t even know it. They appear on nationally broadcast TV shows, on the pages of glossy magazines, and line the aisles of well traveled Walmart, Publix, and Home Depot. You use them on a regular basis but don’t realize their impact. Products like Simply Orange is served for breakfast, Serringer Irrigation sprinklers waters the lawn, and Data Graphics labels appear on just about everything used in the home or office. They are national brand name products made in Lake County.

Their impact on our local economy is significant. According to Robert Chandler, Director of the Lake County Economic Development Council (EDC), manufacturing is currently the second largest industry in Lake County, just behind health care.

Adam Sumner, economic development coordinator for the EDC, said in Lake County today, roughly 6.5 to 7 percent of the workforce is in manufacturing. Not all of those jobs are in Lake County, but it is a very vibrant, robust workforce for manufacturing, attractive to companies already established in Lake County, and those seeking to relocate in Central Florida.

Historically, Lake County had an appeal for manufacturing.

HISTORY

According to Chandler, Lake County was the citrus growing county for well over 100 years.

It is the reason the Citrus Tower was built in Clermont as a tourism destination. At one time, a Florida visitor would

Howey-In-The-Hills are three of the largest citrus bottling plants in the world and are still active today.

THE BIG ISSUE IN LAKE C O U N T Y M A N U FA C T U R I N G I S AVA I L A B L E W O R K F O R C E .

D U E T O A R A P I D LY R E T I R I N G WOR KFORCE COM B I N E D W I T H S W I F T G R O W T H R AT E S , C O M PA N I E S A R E G R O W I N G FA S T E R T H A N T H E Y CA N F I N D PEOPLE TO DO TH E LABOR.

climb to the top and see hundreds of thousands of orange groves. Since citrus grew here, manufacturing naturally followed with bottling plants.

Cutrale Citrus Juices USA in Leesburg, Florida Natural in Umatilla, and Silver Springs Citrus in

When the citrus freezes of the 1980s occurred, the majority of local industry switched to housing on the former orange groves in South Lake County.

Residents began to see residential developments in Groveland, Clermont, and Minneola. Prior to that

development, Leesburg had the largest population in Lake County, but Clermont surpassed it, becoming the most populace town.

With the rise of The Villages in the north end of the county combined with the move toward a healthier South Lake County, the number-one industry shifted from citrus to health care.

Manufacturing is the second largest industry in the county today.

CHALLENGES

The manufacturing industry has grown steadily in the last five years, even with the downturn in the economy. Thus, it has been a stabilizing force in the local economy.

Manufacturing wasn’t hit as hard as the housing industry.

There are difficulties, however, maintaining the necessary manufacturing workforce.

The average age of a manufacturing laborer in

20 LAKE B US I N E SS MAGAZ I N E.COM

BY THE NUMBERS

MANUFACTURING IN LAKE COUNTY NUMBER OF JOBS

the United States today is roughly 55 years old.

“We [Lake County] are probably on the high side of that average, and we have companies here that need to find a way to train their employees,” said Sumner.

The big issue in Lake County manufacturing is available workforce.

Due to a rapidly retiring workforce combined with swift growth rates, companies are growing faster than they can find people to do the labor.

According to Chandler, part of the problem is the American perception of career paths.

“For the past few decades, students were directed to college classes and away from technical careers,” said Chandler.

“Many college students selected intellectual academic studies that did not translate toward employment in demand— majors in anthropology or medieval Russian literature.”

The EDC is working with Lake Tech and the Center for Advanced Manufacturing to provide hands-on training and Computer Numeric Control (CNC) machining, which allows for precisely made parts at an exact shape and size, as well as much-needed welders.

According to Sumner, they currently train only

19 welders at a time at the facility, but that will more than double when the center reopens next year.

The efforts are effective.

Everyone who completed training in the past year found a job before graduation. “We had to beg their employers to let them finish the class so that Lake Tech could show the graduation rate tie in to the acquired jobs for state funding,” said Sumner.

SOLUTIONS

In order to assist the needs of manufacturers in Lake County, the EDC is currently opening the lines of communication among the more than 300 manufacturing companies by implementing a Manufacturing Taskforce comprised of CEOs and plant managers from local manufacturers, so they encourage other local manufacturers to talk to each other.

“Most manufacturers stay inside their workshops, do what they do very well, and clock out,” said Sumner. “It is a challenge to get them to realize that there are other companies around them with similar problems, solutions, and experiences that do not compete against them. Rather, some could even be suppliers for them. They could all grow together.”

3,331

58 PERCENT BELOW NATIONAL AVERAGE ________ AVG. EARNINGS PER JOB

$49,874 NATION: $77,612 ________

NUMBER OF TEAM ASSEMBLERS EMPLOYED IN INDUSTRY

153

4.6 PERCENT OF TOTAL JOBS IN INDUSTRY ________ NUMBER OF LABORERS AND FREIGHT, STOCK, AND MATERIAL MOVERS, HAND

125

3.8 PERCENT OF TOTAL JOBS IN INDUSTRY ________ NUMBER OF EMPLOYED AGE 45-54

1,013

30.4 PERCENT OF WORKFORCE ________ NUMBER OF EMPLOYED AGE 19-24

195

5.9 PERCENT OF WORKFORCE ________ INDUSTRY REQUIREMENTS CROP PRODUCTION

$18,836,899 IN-REGION: 47.7 PERCENT OUT OF REGION: 52.3 PERCENT ________

INDUSTRY REQUIREMENTS FOREST NURSERIES AND GATHERING OF FOREST PRODUCTS

$38,213

IN-REGION: 99.2 PERCENT OUT OF REGION: 0.8 PERCENT ________ NUMBER OF EMPLOYED BY TOP REGIONAL EMPLOYER

230

CUTRALE CITRUS JUICES USA (LEESBURG) SOURCE: EMSI Q2 2015 DATA SET ORLANDO ECONOMIC DEVELOPMENT COMMISSION

The Manufacturing Taskforce plans a Manufacturing Summit later this year, bringing in speakers from around the state.

“That summit will serve as a forum to provide local manufacturers with informational programs the state offers through Enterprise Florida, Career Source, and the newly founded Florida Made—a state-funded initiative,” said Sumner.

The goal of the Manufacturing Taskforce, which is facilitated

by Lake County EDC staff, is to provide local manufacturers access to resources they did not know were available to them.

For example, Progressive Aerodyne, which makes amphibious aircraft, discovered a local company, Plastic Composites, Inc., that provides a wide selection of protective liners, to manufacture their aircraft hulls out of composite Kevlar material. Prior to this, they used a distant contractor.

“Progressive Aerodyne now uses a local company, PCI, to make their hulls, because of the roundtable discussion by the Manufacturing Taskforce,” said Chandler.

The forum introduced a local manufacturer to meet a local builder’s need.

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1. AMERICAN MARINE SPORTS American Marine Sports LLC builds high quality, fast, brand-name boats: Shearwater, Gambler Fast Boats, Sterling, and Blackwood Boats.

The hull design is where they mostly stand out.

“We use a few highly unique processes on our boats,” said Bob Ackerbloom, owner. “We build an outer hull and inner hull, bonding the two parts together and injecting foam while in the mold.” According

to Ackerbloom, that has proven to be unbreakable, even indestructible. No one else uses this method.

The process on the exterior finish of the boat is also unique. The boat is cured in the sun, and then turned on its side to sand the entire boat by hand, like a custom automobile paintjob. The boat is then entirely polished, again, unheard of in the boat industry.

They produce only 1,000 boats per year, so they are

limited edition.

American Marine Sports LLC has a modern 48,000 square foot, 13-acre facility comprised of three buildings: a fiberglass building, an assembly building, and a parts building, complete with a private test lake in the Christopher Ford Industrial Commerce Park, in Groveland. They moved to Lake County from Orlando in 2000.

“We water test every boat on site and deliver them to the dealers,” said

Ackerbloom. “By doing this, we were able to create an exceptional reputation, not only for the quality of the product, but also for the level of service.”

According to Ackerbloom, 50 percent is repeat business.

A growing market for them is boats for public safety, such as sheriff’s office, state police, or marine patrol. They have been delivering many boats to those entities in the past two years.

2. PROGRESSIVE AERODYNE The focus of Progressive Aerodyne Inc. is manufacturing both a kit and a certified aircraft for public consumption. The kit has two options: the 9-12 engine and the 9-14 engine. The 9-12 has 100 HP. The 9-14 has 115 HP. There are two types of certified aircraft: the Searey Elite and Searey Sport. According to Bill Roche, operations manager, the Sport has a 100 HP engine with a fiberglass hull and intermediate level avionics. The Elite has a carbon-fiber hull, which is lighter with better performance. It has the 115 HP engine, with premium avionics.

“We manufacture in-house the vast majority of the components that go into both aircraft and the kit,” said Roche.

There are many different skillsets at Searey: a machinist, avionics electricians, general electricians, mechanical assembly, electrical assembly, and finish assembly technicians.”

Among those technicians, they also have aviation power plant and airplane mechanics, known as PNA, in order to service the aircraft to custom specs.

3. EAGLE QUALITY COMPONENTS

4. PCI: PLASTIC COMPOSITES INC.

5. BURKE FLOORING

According to Mike Soos, vice president of operations, Eagle Quality Components in Tavares (owned by Tony Soos), specializes in manufacturing high precision CNC machine products and parts for the health care, aerospace, automotive, and IT industries.

They make high precision components, from metal, plastic, aluminum, or steel, that goes inside MRI machines, x-ray machines, and motor parts.

According to Sumner, they are one of the newest startups (founded in 2010), and have seen the most growth in the past five years.

With a fully equipped fabrication shop at their headquarters in Mount Dora, Plastic Composites, Inc. is a bulk supplier and full-service company that provides a wide assortment of concrete protective liners for precast and poured-in-place structures.

Their experienced fabricators produce specialty liners and liners for wastewater treatment structures on a daily basis. Their safety record sets them apart.

PCI spends a full day every month product training and qualifying their field crews, setting accidents to a minimum.

Burke Flooring is an eco-friendly company located in Umatilla that manufactures floor tiles, stair systems, wall base, moldings, and adhesives. Their products and services are used in various industries, including: athletics, schools, hospitals.

They are a green initiative; all the new flooring products need to have some kind of sustainable and/or recyclable material. The first product they had with LEED seal was ECOScore multi-purpose fitness tiles.

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6. AZURE WATER CO. The team at Azure Water is making a big splash in the water bottling industry through their creative custom labeled bottled water for private label companies and co-packers. The familyowned business, established in 2006 and expanded to Leesburg in 2013, also creates custom labeled bottled water for promotional or special events, like marathon fundraisers or weddings.

According to Ally Liu, owner of Azure Water Co., the custom bottled water facility is FDA approved. The

purified water goes through a rigorous multi-step process that includes reverse osmosis, carbon and micro filtration, and UV and ozone treatment.

According to Sumner, Azure Water is bottling water unlike anyone else in the marketplace.

“They actually designed the production line from start to finish,” said Sumner.

“Every piece of equipment is custom-built for Azure Water, the only machine in the world that makes their type of biodegradable, spiral-twist bottles.”

speed labelers produces 14,000 bottles per hour, shipping 5,000 cases per day, and continues to grow.

“Our water is exported to China with a ‘Made in USA’ label containing an image of the American Flag,” said Ally Liu, noting the reversal of the “Made in China” labels seen on products everywhere. “I have photos of Chinese customers holding bottles of Azure Water with the ‘Made in USA’ label.” Azure Water is also exported to the Caribbean.

According to Liu, the water bottles are blown, filled, and capped on site. The eco-friendly, 100 percent recyclable bottles are composed of 25 percent plant material with 75 percent recycled material.

All bottles are BPA-free and sturdier than most competing bottles in the marketplace.

“The bottles fully biodegrade in a landfill in less than 10 months,” said Sumner.

The manufacturing plant complete with two high-

8. DATA GRAPHICS

7. SERRINGER IRRIGATION With a massive 35,000-square-foot manufacturing plant, 10,000-square-foot R&D facilities, and 94,000-square-foot corporate headquarters located in Clermont, Serringer Irrigation reigns as an industrial manufacturer and designer of patented irrigation products. Since 1963, they have developed water and energy efficient sprinklers, spray nozzles, pressure regulators, and other irrigation tools for agriculture, mining, and wastewater use.

The products are innovative. In 1963, Joe Serringer created the industry’s first Insect-Proof™ Impact Sprinkler.

Throughout the years, Serringer dominated innovation in the industry, up to and including the most recent UP3 Pivot Products, named in 2010 as the Most Innovative Agriculture Product in the Year.

The family-owned business has diverse lines of graphic overlays, nameplates, die-cut products, and labels. They specialize in manufacturing overlays for a variety of intricate electronic components used in industrial controls: particularly for medical equipment.

“Our core four client industries are aerospace, telecommunication, defense contractors, OEM (Original Equipment Manufacturers),” said Bobby Welter, President of Data Graphics.

A highly successful company in Mount Dora, the company expanded their facilities to accommodate more sales orders. Their state-of-the-art facilities feature Contech Die Cutting Presses, two lasers and two CNC machines for precise cuts.

24 LAKE B US I N E SS MAGAZ I N E.COM

9. CULPRIT FISHING LURES Housed in a 25,000 square foot manufacturing plant in Clermont, Cind-Al manufactures the strongest brand name in the fishing industry—Culprit Fishing Lures. It’s affiliate, Classic Fishing Products, is the wholesale distributor and marketer. Both companies are mutually owned, and housed under the same roof, according to President Damon Albers.

“They revolutionized the fishing industry with the original Culprit

worm,” said Sumner. “A significant advancement in the material and design of a plastic worm, still a favorite of fishermen around the world.”

Today, the company sells millions of brightly colored, life-like, plastic worms with clever names like Red Shad, Fire Fly, Pumpkin Seed, Okeechobee, and Tequila Shad.

Classic’s manufacturing company, Cind-Al, employs 30 people operating 25 machines.

The company’s stateof-the-art machines produce the extremely detailed lure molds with specialized computer-tomill port technology. At peak season—December to August—Cind-Al produces more than 500,000 worms per week, as well as other lures around the world.

The company sells the Culprit label to 100 distributors nationwide and exports to Canada, Australia, Europe, Africa,

and New Zealand.

“Throughout the history of the company, fishermen have won prestigious tournaments using Classic Fishing products—one of the best ways in the fishing industry to brand and sell a product,” said Sumner.

“When professionals win tournaments, as they have with Classic Fishing Products, every weekend angler will want to own the lure.”

10. G.W. SCHULTZ TOOL According to Sumner, GW Schultz is one of the premier, specialty tool manufacturers in the world.

For more than 20 years, they manufacture highly engineered custom, standard, and modified standard carbide cutting tools. GWS is AS9100/ISO9001 certified and specializes in high performance custom carbide cutting tools, in addition to offering a standard line of end mills, PVD coatings, and a resharpening program.

GWS has a High-Tech manufacturing center in Tavares, and sells precision tools all over the world. They distinguish themselves in the marketplace by maintaining the highest quality standards and manufacturing excellence, quick turn-around times, consistent innovation, and the ability to provide custom engineering for application from Medical components to rocket parts and anything in between.

They are one of Lake County’s more established companies, despite their small size and relatively unknown presence. In their industry, they are a dominant producer of quality product.

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T H E I N N O VAT O R S COMPANIES THRIVING THROUGH INNOVATION

DR. NEUZIL’S IRRIGATOR NASAL SPRAY The product itself is a nasal spray rinse, created by Dr. Neil and manufactured in office at Allergy, Sinus, and Asthma Family Health Center. It was an innovative solution to the less popular flush, the only form of conveyance at the time in products like the Neil Med and Neti Pot squeeze bottles.

Most people did not enjoy flushing, so they discontinued use. The innovation was to adapt the unpopular and unused flush form into a spray form.

“I thought of a way to take the same type of formula and use the spray bottle technique to execute delivery,” said Dr. Neil. “Compliance by patients went way up.”

The product is not medicinal, rather strictly all natural. It has decongesting, antimicrobial and antifungal properties, and a mucolytic, based on the oils used.

“There is no medicine contained in the spray whatsoever,” said Dr. Neuzil. “What we have is a half normal saline enhanced with essential oils—eucalyptus, menthol, spearmint, pine, and cinnamon.”

The purpose is the irrigate or clean the nose with the proper amount of saline. Too much saline dries out the nose, causing nasal bleeding. Not enough saline causes absorption by the tissue, leading to rebound congestion.

Surveys showed the product was chosen across the board as effective, easy to use, tolerated, and highly recommended to family and friends.

Since it was brought to market, Dr. Nuezil’s Irrigator is distributed nationwide with a natural products distributor and is available in nearly 300 retailers across the U.S. and Puerto Rico. It is in local health food and natural product stores, as well as some Walgreens.

26 LAKE B US I N E SS MAGAZ I N E.COM

TECHNICUFF Technicuff Corporation is a Lake-County-based blood pressure cuff research, specification development, and manufacturing company doing business in aerospace, health care, and veterinary markets.

The executive management has more than 39 years in health care physiological monitoring systems design and utilization.

Since incorporation in 1992, Technicuff management has worked with all the major physiological monitoring and biomedical instrumentation companies on their mission critical systems.

Recently, Technicuff’s ingenuity was tested greater than ever before. Contacted

by Point of Defiance Zoo in Tacoma, Wash., Technicuff was asked if they could produce a blood pressure cuff for an extreme case—a

massive polar bear in need of a root canal.

True to form, Technicuff made it happen.

The ingenuity at Technicuff has not only reinvented a common product for better application, it revolutionized an industry, changing the way hospitals provide care and conduct business.

The founder, Bill Yandell and his wife, Julie, the current president, were representatives of a Japanese cardiac monitoring company when a representative from a blood pressure monitor company produced a product known as Cuff Em for sale. Cuff Em was basically two pieces of rigid, uncomfortable, and unattractive plastic sown together and was so poorly made, it burst after just one pump. Yandell believed he could design a better

product. He accomplished it in 1992 and by 1994, the first product hit the market.

Yandell’s design was successful because he saw needs and designed solutions. According to Caroline Van Dyken, vice president of sales, Yandell’s design stood out from any other in the market by addressing two specific needs.

First, traditional blood pressure cuffs could give false readings. An agitated patient produces an inaccurate reading, as the agitation causes their blood pressure to elevate. The Technicuff was designed for comfort, eliminating patient trauma.

It was also important to have the correct size cuff for the patient. Many elderly patients have smaller arms, some the size of a pediatric arm.

Typically, a hospital would

use a cuff designed for a child on an elderly patient.

The width of the cuff is smaller than the adult cuff. That produces a false high pressure reading. The solution required hospitals to purchase different size cuffs for adult patients, ranging from extra small/ short to extra large/long.

Yandell made his cuff adjustable.

These issues are important as medication often is determined by blood-pressure readings.

The more accurate readings produced by the improved Technicuff actually changed how doctor’s offices medicated patients.

The design of the traditional cuff also allowed only a portion of the bladder to inflate, because inflation could collapse an artery. Yandell designed a unique 360-degree bladder to 27

2015 F OU RTH QUARTE R

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inflate entirely and an adjustable entrance area of the bariatric range from extra small to extra large.

That design, combined with the soft edge tape and premium quality nylon cover, reduces the pinching, pulling, and bruising that cause complaints.

Second, blood pressure cuffs were not reusable, but disposable. That meant financial waste.

Disposability was necessary due to hospital-acquired

infection, like staphylococcus aureus, particularly MRSA. The need was to design a cuff that could be used more than once by each patient. Yandell designed the Technicuff to be “the most comprehensive economical solution to clean, sanitary blood pressure cuffs per patient, reducing cost by 60 percent,” according to Technicuff promotional material provided by Scott Van Dyken, director of marketing. Hospital

inventory is reduced

by Technicuff by 8 to 1 compared to traditional blood pressure cuffs.

Technicuff also manufactures on-site the hoses and connectors for the various monitors, from Space Labs to General Electric, so the cuff is reattachable to the hospital equipment and can remain with the patient at all times, rather than staying with the monitor, requiring patients to use blood pressure cuffs

used by someone else.

“Once we take our hose from the monitor out, it has our [Technicuff] connector on the end, that allows the cuff to stay with the patient,” said Caroline Van Dyken, Vice President of Sales. “As the patient moves around the hospital, from the patient’s room to ER, get labs on or physical rehab— wherever—the cuff travels with the patient.”

The product is innovative.

Its impact…revolutionary.

THE FUTURE The future of manufacturing in Lake County is uncertain. The primary industry has shifted from citrus to housing to health care.

Each one contributed to local innovation and manufacturing. Citrus juice bottling produced Cutrale Citrus Juices USA. Housing needs produced manufacturing offspring like Serringer Irrigation.

Health care produced manufacturing and innovation like Dr. Neuzil’s Nasal Spray and Technicuff.

“The question,” said Chandler “is how do we impact—or guide—what Lake County becomes?”

What the EDC wants to see is the expansion of

the health care industry, with a resurgence of manufacturing.

“We believe we are wellpositioned to experience significant manufacturing growth in the future,” said Chandler.

According to Chandler, manufacturing compared to other industries is on the lower end nationally in terms of projection or growth rate. He asked, “How do we gain a larger share of an industry that is growing, but maybe not at the same rate as some other industries?”

The EDC states Lake County is well-positioned to gain a larger share of the manufacturing industry because of our workforce

and history.

“If we maintain focus on increasing manufacturing, then manufacturing can be to Lake County in the next 10 years what housing was to Lake County in the previous 10 years,” said Chandler.

First, manufacturing is well suited for Lake County because regionally, unlike other parts of the greater Orlando area that has exhausted all of its available industrial land, Lake County has available, reasonably priced industrial land.

“If you look at the beltway around Orlando, after the new Wekiva Parkway (SR 429) is done, there is not much industrial land left anywhere in the beltway,

except Lake County,” said Sumner. That is where the county has a competitive advantage, because of the reserves of affordable, industrial space with available utilities in place.

Second, local demographics supports it with skill sets that are needed. While nationally there is a wage gap, locally, manufacturing is still a solid, upper- and lowermiddle-class industry that pays good wages. Both of these populations can find jobs locally, and the companies who need the workforce can find them here in Lake County, to make their products. In the end, everyone wins when products are made in Lake.

28 LAKE B US I N E SS MAGAZ I N E.COM

Your local ShearWater dealer.

Helping you enjoy the water for over 35 years.

www.MillersBoating.com 2 miles north of Ocala on Hwy 441 • 1661 NW 57th St. • 352.622.7757 • 877.898.1463 • sales@millersboating.com

With Lake County Commissioner Welton Cadwell in the driver’s seat of the newly formed Central Florida Expressway Authority, residents find themselves in the fast lane toward economic benefit.

IN THE LOOP III PAID PROMOTIONAL FEATURE III

238275-7

Lake County has not seen a major expressway development within its borders since the 1950s.

That will soon change, along with the landscape and economic impact, with the newly created regional Central Florida Expressway Authority (CFX). CFX has a ninemember board that includes six elected officials and three governor appointees, its jurisdiction includes Lake, Orange, Osceola, and Seminole Counties, and the agency can now consider multimodal opportunities.

The good news gets better.

The chairman for the new Central Florida Expressway Authority is Lake County Commissioner, Welton Cadwell.

What Chairman Cadwell’s leadership offers Lake County is a significant voice on a new project that will impact the region and its economy: the Wekiva Parkway.

The Wekiva Parkway (State Road 429) is the 25-mile tolled expressway that will connect to State Road 417, essentially closing the gap between US 441 and I-4, and complete the beltway around Metro Orlando. This parkway is being developed jointly by CFX and the Florida Department of Transportation (FDOT).

The estimated $1.6 billion project involves $500 million of non-toll road improvements benefiting Lake County including: widening seven miles of SR 46 in Lake and Seminole Counties, rebuilding the US 441/SR 46 interchange in Mount Dora, a multi-use trail alongside segments of the parkway in east Lake and Seminole Counties, and shifting the CR 46A connection to SR 46 to protect wildlife. The project also includes several wildlife bridges and more than 3,400 acres set aside for conservation.

The good news gets even better.

The CFX board also secured a $194 million TIFIA (Transportation Infrastructure Finance and

“We are an appealing place to live, and we want to live [here].

“It gives us a voice in the one thing that connects us all— and that is that road network.”

COMMISSIONER CADWELL IN HIS 4TH GRADE SCHOOL PICTURE.

Innovations Act) loan from the Federal Government to move the project forward faster, a priority for Lake County. The bulk of the Wekiva Parkway will be completed in 2019, with the remainder targeted for 2021.

TO BE TO BEREM OVE D REM OVE D

6*

238275-8 238275-2

3B

WILDLIFE BRIDGE

5

238275-3

3A

WILDLIFE BRIDGE

WILDLIFE BRIDGE WILDLIFE BRIDGE

4B*

453

2C

238275-6

429-206

4A*

431163-5

2B

429-204

2A

429-205

1B

429-203

1A

429-202

The magnitude of such a project means Chairman Cadwell’s leadership affects the entire county.

Born in Lake County and a commissioner for 23 years, Cadwell wants residents to know this project is not Orlando encroaching on Lake County, rather Lake County gaining access to Orlando.

“We are an appealing place to live, and we want to live [here],” said Cadwell. “It gives us a voice in the one thing that connects us all—and that is that road network.”

It is a quality of life issue.

“Our motto in Lake County is: Real Florida, real close. We applied that to CFX, so if you live in Lake County but need to travel to Seminole or Orange County for work, education, or entertainment, you will be able to save anywhere from 30 minutes to an hour, and be home with your family, rather than stuck on US 441 or SR 46,” said Cadwell.

“Consider this: you will be able to live in a quaint, small town neighborhood in Lake County, like Leesburg or Mount Dora, but be able to attend a Magic or UCF game in a matter of minutes, providing additional quality time,” Cadwell said. “That time can mean being more productive at work, more productive at school, or even

III PAID PROMOTIONAL FEATURE III

better—more time at home with your family.”

While the completion of the Wekiva Parkway is something to look forward to, right now Lake County residents can benefit from new customer discounts on the CFX beltway. Under Chairman Cadwell’s leadership, the CFX board approved a commuter-relief E-PASS program which, combined with volume discounts, will give back approximately $16 million to customers over the next year.

“His leadership on this new board has absolutely been impactful to the customers and staff,” said Michelle Maikisch, chief of staff and public affairs officer at CFX. “In the future we will see a regional agency truly thinking: customer first, financially sound and seeking the connections to make our region competitive on a national basis.” _____________________________

FOR MORE INFORMATION

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32 LAKE B US I N E SS MAGAZ I N E.COM

“Criminal Justice Day is one of my favorite days,” beamed Leah Norris, president of the Board of Regents for Leadership Lake County and Class of 2012 participant. “We got to shoot guns within the sheriff’s office shooting range.” Her thrilling day also involved demos by a SWAT team, canine unit, and bomb squad. In her normal life, Norris is the assistant manager of the Lake County Fair Association.

“I really enjoyed the internships,” said Sheri Olson, Director of Development at South Lake Hospital and Class of 2003 member. Class participants chose two internships that were outside of their normal profession. Olson visited the Medical Examiner’s Office and observed an autopsy. “I have a new appreciation for TV shows like CSI,” she said.

It’s not everyday you get a chance to witness a police SWAT team in action, maneuvering armored vehicles and surveillance robots, or observe an autopsy. Yet both are standard procedure for those lucky enough to participate in Leadership Lake County, a county-initiated program begun in 1991 are not only exciting and insightful, but serves a significant purpose.

According to Norris, Leadership Lake County is a program that educates, inspires, and ultimately develops impassioned leaders within the county.

The membership application states the goal “to provide a forum for participants to increase their awareness and commitment to the development of the Lake County community, providing a greater understanding of the complex social and economic issues that are shaping the future of Lake County and its residents… [so that] class participants are better oriented to direct the county in the future.”

HOW IT WORKS

Leadership Lake County is a twoyear program. The first year begins in September with a “Meet & Greet,” followed in October with orientation, and then by a team-building exercise.

For the next seven months, members participate in day-long class sessions centered around a specific Lake County industry.

During these one-day classes, Leadership Lake visits different aspects of the county, such as education, media, health and human services, health care, agriculture, criminal justice and law enforcement, government and economic development, plus a qualityof-life day that wraps up the last session, followed by graduation in May. During the second year, the class does a project to give back to the community. Class of 2014 made a monetary donation to build a playground for the Early Learning Coalition. Class of 2015 donated to Building Blocks. Another previous class planned a concert to benefit Habitat for Humanity.

Norris and her Class of 2012 established a scholarship for future prospective participants who wanted to experience Leadership Lake County.

“[Our program] educates, inspires, and ultimately develops impassioned leaders within the county.”

—LEAH NORRIS, PRESIDENT

CLASS IN SESSION

The material covered is extensive and intensive. Consider some of the session agenda provided for the Class of 2014: On Criminal Justice Day, they visited the Public Safety Complex in Astatula, with presentations by the Sheriff Gary S. Borders, Fifth Judicial Circuit Public Defender, Mike Graves, and Fifth Judicial Circuit Assistant State Attorney, Walter Forgie. After the SWAT, HDT, and K-9 demonstrations, the class visited the Lake County Jail.

On Government Day, the Class began at the Lake County Administration Building, and traveled by bus to Senniger Irrigations in Clermont, followed by a visit to Christopher C. Ford Commerce Park in Groveland. They lunched at Wooton Park Pavilion, followed by a tour of the city’s Pavilion on the Lake and a return to the County Administration Building for a mock public hearing.

The extensive coverage and detail surpasses the awareness of even the most seasoned Lake County native.

“I am a lifetime resident of Lake County, so what really caught me off guard was how much I learned about Lake County,” said B.E. Thompson, Director of Development, LifeStream Behavioral Center, Inc. and class member of 2005. “I have been thoroughly involved with the community most of my life. Going through the experience really gave me a broader view of what Lake County has to offer.”

Thompson added, “For me that was an eye-opener because I would have gone into it saying ‘I know everything there is to know about Lake County.’”

He’s not the only one.

“I have lived in South Lake County since 1992. Leadership Lake County 33

2015 F OU RTH QUARTE R

(Clockwise from top left) Demonstration during Class of 2013 Media Day; Class of 2013 attends presentation during Education Day; Mock injury at a stunt school outside of Groveland; Class of 2013 greeted by the Band at Leesburg High during Education Day.

took me to areas of the county I haven’t been to before, and it also allowed me to meet a wonderful network of business leaders, community leaders, advocates for Lake County residents throughout the county, many of whom I am still very close to today,” Olson added.

Members learn a great deal about business, beyond what they thought they knew. “What Florida Foods manufactures right here in Lake County was a big surprise to me,” said Thompson. “GT Conveyors was another business surprise. At one time, they were supplying conveyor systems that moved luggage in airports around the entire world.”

BENEFITS FOR THE PARTICIPANTS

Leadership Lake County is a great way to network and meet people who are passionate about the county and want to learn more. Around since 1991, the alumni base one can network from is expansive.

“Leadership Lake County exposed me to a variety of people I have built personal relationships with, who possess useful leadership skills and valuable connections throughout the county that may be useful in my professional or personal endeavors. I

feel confident that I may call on them for consultation on how to handle a challenging situation, both in and out of my profession,” said Olson.

Thompson agrees.

“When I think back to my time at Leadership Lake county — from cruising Lake Harris to visiting Camp Boggy Creek, as well as other nonprofit programs offered to those with special needs — all of those were memorable experiences. But my real takeaway is not only the connections I have been able to make with my class a decade ago—most of whom I am still in contact with—but also the relationships established with graduates from long before, because of the strong alumni association.”

In addition to invaluable

“Going through the experience really gave me a broader view of what Lake County has to offer.”

—B.E. THOMPSON , 2012 PARTICIPANT

connections, Leadership Lake County exposes members to experiences and situations they will never forget, and can pass on to others.

Thompson will always remember Media Day. The session’s activities included reporting on a mock disaster, a bus accident. “We created our own news story on the event, from gathering information on the field, to drafting the story, to publishing it in The Daily Commercial in a limited edition, not available to the general public, only class members,” he recalled.

This past year, the class visited a local TV news station to watch a live broadcast. Every year the curriculum is updated, so no two experiences are ever quite the same. However, the spirit of comradery while learning is always present.

COMMUNITY IMPACT

According to Thompson, the benefits of the participant and the impact to the community go hand-inhand, improving the quality of life for everyone that lives here, and growing our future leaders.

Norris agrees. “I think it really molds people’s understanding of what goes on in the county, and how many different civil subsections there are. It gives the leaders a broader view

34 LAKE B US I N E SS MAGAZ I N E.COM

(Clockwise from top left) Class of 2012 in front of LCSO truck during Criminal Justice Day; Class of 2010 touring Long and Scott Farms during Agriculture Day; Class of 2010

of what is going on so they can make more informed decisions,” she said.

Olson shared Leadership Lake County taught her how to comprehend and discuss county resources more intelligently. “If I am talking to a patient, visitor, or guest at South Lake Hospital, or anywhere where someone asks generally, ‘Wouldn’t it be nice if Lake County had…’, because of Leadership Lake County, I can respond, ‘Well, as a matter of fact, we do have…’”

CL A S S OF 2016 PA R TI C I PAN T S

Indeed, an alumni’s insight is keener than most, and applicable in highly specialized situations.

“One of the sessions I attended with the Class of 2015 that I will never forget, was Human Services Day at Camp Challenge,” said Norris. The participants partook in the same types of courses the students of Camp Challenge do, and had to do so with a simulated handicap. They would shoot a bow and arrow, but were unable to use their arms, for instance. “The

Brian Charles, United Southern Bank Chris Cheshire, Mulberry Integrative Medicine David Coté, PASS Justin Crouch, LC Schools Chris DeLibro, LC Sheriff’s Office Kim Frazier, Lake Technical College Joe Iozzi, Leesburg Police Dept.

Mike Latham, GatorSktch Corp.

Architects Chris Love, CenturyLink Danny McLaughlin, Seacoast Bank Al Minner, City of Leesburg

purpose was to get future leaders to better understand the daily challenges those with physical handicaps have to work through,” she said.

Leadership preparation and its impact doesn’t get much better than that.

James A. Myers, Bowen & Schroth P.A. David Porter, LC Sheriff’s Office Ricardo Rojas, Insight Credit Union Karen Sartele, ReMax Premier Realty Sarah Thielen, LC Farm Bureau Brett Tobias, Booth, Ern, Straughan & Hiott, Inc. Tyler VanAlstine, LC Sheriff’s Office Charles Vitale, Clermont Police Dept.

Vicki Ward, Lake Sumter State College Jan Wilson, Lake Eustis Area Chamber Barb Yaussy, CenterState Bank Vincent Zaun, South Lake Hospital

35 2015 F OU RTH QUARTE R

LEADERSHIP IS DOING THE RIGHT THINGS. — PETER DRUCKER

37 2015 F OU RTH QUARTE R

LEADERSHIP

E M P OW E R M E N T F O R V I S I O NA R I E S MANAG E M E NT I S DOING THINGS RIGHT;

L E A D E R S H I P

LEADERSHIP: AN ACT OF FAITH

5 Tenets of faith embraced by all effective and admirable leaders S TO RY J A C K D U N I G A N , AU T H O R O F T H E P R AC T I C A L L E A D E R

NO 1

FAITH IN THE CAUSE

Even for-profit enterprises have a cause and it usually is not limited to making money. Profit is important (without it the enterprise ceases), but it is not the only reason organizations exist and certainly not the only reason why leaders lead. We believe in the utility and value of the product or service we offer.

Indeed, if we don’t, we will not last long, and we certainly will not enjoy our work. Tenet No. 1 is faith in the cause. We believe in what we do, in whom and what we represent. (Hint: If you don’t, why do you stay at that company?)

NO 2

FAITH IN YOURSELF

Struggling with selfdoubt is not all that unusual, but confident leaders inspire followers to follow, to participate enthusiastically and to

make personal sacrifices for the sake of the cause.

Further, there is a sense of self-confidence, faith in one’s ability to carry out the task successfully, to comprehensively meet expectations and to fulfill the position completely that contributes to a person’s sense of success.

Armies cannot respond to an uncertain trumpet call.

NO 3

FAITH IN OTHERS

The sooner you can learn to trust others, the happier everyone will be. No one is suggesting that a leader or manager abandon all devices of accountability. I am suggesting that you allow people to do their jobs. If you’re uncertain, build in accountability points that are independent of you. Schedule dates and times for reports. Look for natural and normal events that demand a check, like incremental development

dates for a project.

However, leaders of faith simply do not pester people. You have enough to do without trying to do what everyone else does, too. And if a person you’ve employed simply fails to meet the job requirements, there is someone out there who can. Find them.

NO 4

FAITH IN PROVEN METHODS

When I turn the key in the ignition of my car, I expect the engine to start. The first person who started an internal combustion engine was not so certain. I can be certain because I have a history of trying certain things and know they will work. I accept them because they’ve worked.

NO 5

FAITH IN TOMORROW

John Wayne had a great way of looking at this.

He said, “Tomorrow is

the most important thing in life. Comes into us at midnight very clean. It’s perfect when it arrives and it puts itself in our hands. It hopes we’ve learned something from yesterday.”

Some are fearful of the future (lacking in faith) others are resentful of the past (lacking in forgiveness and forgetfulness). Great leaders are neither. They aren’t naïve; they learned yesterday’s lessons. But, they are optimistic because they’re ready to try out the lessons of yesterday on tomorrow’s challenges.

Leaders without faith seem to experience selffulfilling prophecies. They can recount horror stories of how their faith let them down and how they had to respond negatively. I don’t even try to change their minds. Their belief is in unbelief. I chose to be a leader of faith. It’s a lot nicer place to live.

38 LAKE B US I N E SS MAGAZ I N E.COM

HOW ENTREPRENEURS BECOME BETTER TEAM LEADERS hether leading a team of 2 or 20, it is imperative for today’s entrepreneurs to make the effort continually to upgrade leadership skills. The days of adopting a management strategy and sticking with it for the duration of your company are long gone. If you want to improve your leadership skills as well as those of your team, it is essential to upgrade your management style on a consistent basis. Following are a few ways to improve leadership skills:

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chain. The more creative thinkers you have on your team, the better your business is for innovation.

With technology changing at an ever-increasing rate, businesses that innovate rapidly are more likely to outlast their competition.

Focus on the strengths of your employees and encourage them to develop their strengths even further.

Rather than attempt to mold your employees to your plan for their future, help them to discover their strengths and mentor them as they build their own entrepreneurial backbone.

is an effort you are not likely to regret.

Become a better leader as an entrepreneur and increase your business’ chance of investor funding.

Whether you’re looking for a business partner for your brick-and-mortar store or you plan to seek angel investor funding, investors are far more likely to fund ventures with a strong team leader at the helm. If for one second you think you’re wasting your time by improving your leadership skills, remember the longterm implications of those

premium partnership skills.

You’ll soon realize your efforts are not in vain.

Entrepreneurs who make the effort to excel at team leadership are a sought-after commodity.

From accepting venture capital funding to being offered opportunities to lead innovative new projects, entrepreneurs with top-notch leadership skills truly hold their future in their hands.

Will you integrate any of the insights listed above into your entrepreneurial career?

“O PE N C O M M U N I CAT I O N A N D T E A M WO R K TO M E ET G OAL S A L LOWS E VE RYON E TO H AVE S O M E L EV E L O F S U CCE S S WH I L E A L S O M E E T I N G T H E I R OW N P E R S O N AL SAT I S FACT I O N .

C O L L A B O R AT I ON B E T W E E N T E A M M E M B E R S W I L L I D E N T I FY B E S T U S E O F S K I LL S A N D S T R E N G T H S, W H I CH W I L L I M PR OV E T H E I N D I VI D UA L A S W E L L AS T H E T EAM .”

— C O U N T Y C O M M I S S I O N E R T I M S U L L I VA N

Learn to encourage your team to innovate existing structures.

Whether it is your company’s software system or customer comments on products your business offers, employees who integrate creative thinking into their modus operandi stand a greater chance of moving up the company food

While you might think this is a counterintuitive business strategy, the rewards of employee strength mentoring will come back to you tenfold.

From recommending your company to their social network to offering up intelligent candidates for open career opportunities, the willingness to grow the careers of your employees 39

2015 F OU RTH QUARTE R

L E A D E R S H I P

MOVING INTO A POSITIVE PATH veryone knows sayings such as “the power of positive thinking” or “think positive.” Most people understand that thinking positively creates a better mood, more energy, more confidence, and is contagious to others. People with a positive attitude appear to have better luck than those with a negative outlook.

Some believe those who keep thoughts and attitude positive have good things happen to them. They do well in job interviews, they tend to be more successful, and they seem happier overall. Others are drawn to these people.

But is there really power in positive thinking?

There are many stories of people who practice positive thinking and overcame a tragedy or beat cancer with help from their optimistic thoughts and outlook.

Many doctors disprove this, because there is no physical evidence that positive thinking helps someone overcome death.

However, what I have learned indicates there is power in positive thinking.

When people think positively, they are more successful and confident, and believe deeply in themselves. When they are more successful, they

E

are happier. When they are happier, they have less stress or they cope with stress more effectively. This means they’re healthier.

Studies show people with less stress have stronger immune systems, are less likely to have a heart attack or heart disease, live longer, are less depressed, and have a stronger sense of well-being.

Unfortunately, positive thinking is not a magic pill you can take and feel

“ I B E LI E VE T HAT E V E RY T H I N G HAPPE N S FOR A R EASON AN D WH E N ON E V E N TU R E D OE S N OT WO R K, A N OT H E R ON E W I L L .

I T RY TO L EAR N S OM E T H I N G FR O M E AC H E X P E R I E N CE A N D TA K E T HAT LE S S O N ON TO T H E N E XT.”

better. It requires some effort, but it looks like a win-win situation. Those who practice positive thinking can actually transform their negativity into positivity. When negative thoughts pop into your head, consciously find something positive in your life to focus on.

Using this type of positive thinking, you can control depression, anger, and self-doubt among other things. Practice “positive affirmations” or positive self-talk.

Maybe the ‘power’ in positive thinking is not the

kind of power some are looking for. It may not be a groundbreaking cure for disease or a guarantee of success, but it can make living life a little easier, happier, healthier, and success may follow that.

It definitely seems worth being more positive to get that result.

— N A N C Y M U E N Z M AY, D I R ECTOR, LAKE COUNTY BUSINESS OPPORTUNITY CENTER

40 LAKE B US I N E SS MAGAZ I N E.COM

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S A L E S // M A R K E T I N G

G ETTI N G TH E WOR D OU T, G ETTI N G TH E D OLLAR S I N MARKETING’S JOB IS NEVER DONE. IT’S ABOUT

S A L E S // M A R K E T I N G

WHAT TO DO IF YOUR MARKETING ISN’T WORKING S TO RY J A M I E R O B I N S O N

hen sales goals go unmet over a period of time, the marketing department (or whoever’s supposed to post to Facebook) usually catches the heat. Remarkably, many business owners wait until they’re experiencing a consistent decline before taking their marketing efforts seriously. While it’s important to master the product and/or service being provided, there should be some emphasis placed on marketing.

Just because you build it, doesn’t mean people are going to come.

Before we explore the issues that may be holding you back, let’s define what we mean by “marketing” for the purpose of this article. We’re defining it as: the management process through which goods and services move from concept to the customer.

The process should take the product, price, placement (distribution method) and promotion into consideration to develop the best possible strategy. If you believe

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your marketing isn’t working, essentially what you’re stating is that there is a breakdown in the process of delivering your goods and services to your customer.

THE MORE YOU KNOW

When it comes to figuring out if your marketing is effective, there’s only one real metric: leads. If you are not receiving enough leads to support your goals, your marketing is indeed failing.

Thankfully, knowing is half the battle and we can now explore some of the issues that may be causing your problem.

WHO ARE YOU TRYING TO REACH AND ATTRACT?

Traditional marketing methods such as advertising or direct mail require a more generic message in order to appeal to the masses at a reasonable price.

However, studies have shown that targeted, and sometimes even personalized, messaging is far more effective.

Develop a persona for each

44 LAKE B US I N E SS MAGAZ I N E.COM

different type of customer you have, and develop messaging that would appeal to them, and only them. Yes, you may have 10 different personas.

Yes, you will need to develop 10 different types of content. You will find that your messages are better received and more effective. One size no longer fits all.

WHAT IS YOUR UNIQUE SELLING PROPOSITION (USP)?

Most business owners are well aware of what makes them unique compared to their competitors and usually highlight a specific feature or benefit that’s a little better than the other guy’s. But what happens if you have to prove your uniqueness without comparing yourself to a competitor? What promise are you making your customers? Why did you open your doors in the first place? That is your USP. Regardless of how many competitors come and go, your USP is the real reason people do business with you.

WHAT ARE YOUR GOALS?

While the number of consistent new leads is

important, it’s not the only metric you should measure. To figure out what metrics are best to measure for your company, assemble your team and ask them what’s important from a departmental standpoint. For example, your operations manager may want to know how many packages were mis-delivered each month. Your customer service manager may want to know how many calls were received from unhappy customers to see if there are any particular trends. Production may want to know how many items were reported damaged in shipping. As CEO, you may want to know what the gross sales were for the month. Once your team has offered their input, you can choose the top 10 or so suggestions and those are the metrics that you measure consistently. That’s not to say those are the only metrics to monitor, but they will be the ones that will help you keep your finger on the pulse.

ARE YOU DOING ENOUGH TO MAKE A DIFFERENCE?

Companies oftentimes believe that doing “a

PRODUCT, PRICE, PLACEMENT, PROMOTION

little” marketing is better than not doing any at all.

That’s true, to an extent.

While something is better than nothing, you may not be doing enough to get noticed. Depending on your goals, you may need to execute several different marketing tactics simultaneously to get the attention you desire.

DO YOU HAVE THE BUDGET TO SUPPORT YOUR GOALS?

Contrary to popular belief, it’s not possible to produce $1M in revenue with a $1K budget.

Okay; it’s possible, it’s not probable. You need a budget that will support a sustainable, scalable and repeatable marketing process that delivers results year after year.

Generally speaking, marketing budgets can range from 7 to 12 percent of annual projected sales.

Start-ups may need to be a little more aggressive with budgets, going as high as 30% of projected sales.

NOW WHAT?

So, we determined that your marketing wasn’t working due to a lack of leads. We’ve explored a few of the issues that may be causing the problem.

We’ve set goals and

DELIVERING GOODS AND SERVICES TO YOUR CUSTOMER

determined a budget. Now what? Here are three steps to help get your marketing back on track: 1. If you have an in-house marketing team, ask them what they think.

If you have nurtured an environment where open and honest communication is encouraged and welcomed, they will be your best source to figure out exactly what you should do next.

2. If you’re doing what you’ve always done, STOP. You must be creative with your marketing. Consumers are more informed than they have ever been. You’ve got to bring your “A” game.

3. Get outside help. A marketing consultant and/or firm will offer you a fresh and creative perspective. They can also introduce you to new and relevant technology that can help you and your staff work smarter to achieve your goals.

When you address the issues that are causing the breakdown in your marketing process in a responsible and consistent manner, you will most certainly see an increase in your business. Ultimately, that is the goal.

SUCCESSFUL MARKETING EQUATES TO AN INCREASE IN BUSINESS

45 2015 F OU RTH QUARTE R

S A L E S // M A R K E T I N G

CHOOSING A TYPEFACE FOR YOUR BRAND hen branding your company, keep in mind that first impressions are crucial to customer engagement. Many, if not most, people will get their first impressions from words written by or about your company, whether it’s a press release, a brochure, or a website.

Images and video have become more prevalent with advances in Internet technology, but the written word will always remain vital to marketing.

It is for these reasons

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that companies pay more attention to styling their words effectively for maximum impact. The content is important, but it must look engaging and consistent with the brand to create an interesting experience for the reader.

overall style, or stylistic elements of fonts that have something in common.

For example, Times New Roman and Georgia are individual fonts, but both are a serif typeface. When styling written content, it is important to establish which typefaces you feel communicate your company’s style, to make it easier to match fonts for richer content.

consistency, or pairing high-contrast styles in an effort to be more interesting. It is advisable to choose two, but no more than three, fonts for all written content and to ensure they complement rather than contrast one another.

Using different fonts for headers, paragraphs, and slogans helps break up blocks of text, draws the reader’s eye, and allows greater freedom of brand expression.

Fonts from similar typefaces do not tend to pair well, as they are

p y Ef

FONT VS. TYPEFACES

People often use these words interchangeably, but “font” and “typeface” have different meanings.

A font is the design of the characters, the style that you would choose on your word processing program.

A typeface refers to an

PAIRING FONTS

A typical mistake inexperienced brands make is using a font too much in the name of

LAKE B US I N E SS MAGAZ I N E.COM

too similar. Look for opposites: for example, a sans-serif header paired with sans-serif paragraphs.

Bloggers often use an engaging script font for post titles and a formal serif or sans-serif font for paragraphs. Very modern slim fonts pair well with chunky classical type, and handwriting-style fonts paired with text are easier to read.

BRAND CONSISTENCY

Check that your fonts give the right impression.

Many fonts focus on readability, and, as a result, go unnoticed by your reader. For headers and slogans, the more unusual the font the more visual

meaning it carries. Does a handwriting font express the professionalism of your law firm? Is a somber serif paired with copperplate typefaces the best way to market an indie start-up? Be very careful to choose fonts that fit your brand. Comic Sans has come under fire for being overused in an effort to be “fun” while still readable. It should not be used anywhere in a professional publication.

Ensure you use your fonts consistently. Do not use some for flyers and others for your website, as this will look inconsistent and confuse readers who want to know more about your business. You

may want to format your outgoing emails, change your letterhead and internal memos also.

RESOURCES

There are hundreds of free fonts available on the Internet, as well as hundreds of branding businesses to advise on choosing a typeface and formatting text. Services like Typekit and Google Web Fonts make it easy to use fonts on websites without downloading files, keeping loading speeds to a minimum.

The safest route toward a strong brand is to employ a professional graphic artist who will style your copy to

specifications, and advise on other areas of branding your business. Unreadable or unattractive text hinders customer engagement, yet is often the first aspect of branding that’s neglected. Choose fonts and typefaces wisely, and your company brand will benefit from the attention to detail.

“ T H E W AY YO U U S E TYPOGRAPHY S AY S A S M U C H A B O U T YO U R BRAND AS ANY M E S S A G E YO U C A N C R A F T .”

A f ce — JAMIE EZRA MARK,

C H I E F C R E AT I V E O F F I C E R , A K E R S C R E AT I V E G R O U P.

47

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FINANCE

— RICHARD BRANSON

MAK I N G D OLLAR S AN D S E N S E

T H E R E ’ S A V E R Y T H I N D I V I D I N G L I N E B E T W E E N S U C C E S S A N D F A I L U R E . A N D I T H I N K I F Y O U S TA R T A B U S I N E S S W I T H O U T F I N A N C I A L B A C K I N G , Y O U ’ R E L I K E LY T O G O T H E W R O N G S I D E O F T H A T D I V I D I N G L I N E .

F I N A N C E

STARTING A BUSINESS: WILL YOUR BUSINESS SUCCEED?

very year, hundreds of new businesses are forced to close their doors for good. According to the U.S. Small Business Administration, only half of these small businesses will survive the first five years. The statistics seem daunting, but remember half of all new businesses succeed. What separates the failures from the successes?

E

CASH IN THE BANK

Every new business goes through lean times. Maybe your business is trying to

build its customer base, or maybe you miscalculated operating expenses.

Whatever the reason, your business will need an injection of cash sometime during the first few years.

Be sure you have funds to pull your business through the rough spots.

REASONABLE EXPECTATIONS

In your wildest dreams, your business would make a million dollars in its first year. To run a successful business, you need to have more realistic expectations.

Sit down with a calculator

and crunch some numbers.

Figure out what operating costs will be—how much will it cost to run your business? Will operating costs increase in the next few years? Will rent increase? Will a supplier go out of business, forcing you to purchase inventory at an inflated price from a supplier’s competitor?

Work out different scenarios that will increase or decrease operating expenses. Do the same for expected revenue. What will happen if you have more customers than anticipated? And what

will happen if customers fail to show up? This type of planning will prepare you for the volatile first years of business. It will also help you develop a business plan.

BUSINESS PLAN

You wouldn’t drive across the country without a road map; consider your business plan a road map to the future. Creating a business plan is essential if you plan on financing your new venture with a loan.

A well-written business plan also attracts hardworking employees. Both

50 LAKE B US I N E SS MAGAZ I N E.COM

lenders and employees are more willing to trust a start-up venture if they see the potential for profit. Your business plan will help you anticipate roadblocks; if you can plan for a shift in the market or a change in your sales forecast, you’ll ensure your business makes it past the first five years.

COMPETITIVE PRODUCTS OR SERVICES

Customers are creatures of habit; once they buy a product a few times in a row, they will continue to buy that product in the future out of loyalty, routine, or preference.

However, customers will break their habits if they find a new and unique product or a lower-priced item. To maneuver into the marketplace, you need to offer customers a unique or affordable product or service. Research the market to see what other companies are producing.

If your product is one-ofa-kind, you can charge a premium price for it. If it’s one-of-many, be prepared to price below competitors’ prices if you want to draw their customers away.

CUSTOMER PROFILES

You can’t sell law books to 5-year-olds, and you can hardly push the lactose-

intolerant to buy ice cream. So before you start a marketing campaign, create a customer profile.

Who will be paying for your product or service?

Where do they live? What magazines do they read?

What are their likes and dislikes? If you don’t know the answers to these questions, survey potential customers, offer them discounts on their first purchase as incentive to buy. When you know your customers, you can better target your marketing campaign. Customer profiles also help you predict customers’ wants and needs; by catering to these wants and needs, you guarantee your business a successful future.

ASSISTANCE

You may have the determination and drive to run your business, but do you have the marketing skills? Do you understand the filing process for licenses and permits?

Can you handle hiring and firing employees?

When you’re starting a business, you’ll need to be an accountant, a manager, an advertising executive, a public relations officer, and a salesperson. If you don’t know how to do one of these jobs, ask for help.

Find a mentor in your field and go to them for assistance. After all, when

you’re starting a business, you don’t want to succeed by trial-and-error; you want to do the job right the first time.

GOOD ACCOUNTING

Money is the lifeblood of your company; you simply can’t run a business without it. As such, you’ll need to track every penny that comes in and goes out of your company.

Consider taking a course on business accounting.

If you’re not good with numbers, hire someone who is. Your business will never succeed if you misplace a couple hundred dollars every week.

Starting a business is a risky venture. But so is running a marathon, and people cross finish lines every day. The key is preparation—a marathon runner wouldn’t attempt a race without comfortable running shoes, and you shouldn’t attempt to start a business without a business plan or cash in the bank. Identify your target customer, plan for potential roadblocks, and get help when you need it.

With strategic planning and a lot of hard work, your business will be a success.

F I N A N C E

CHIP AWAY CREDIT CARD FRAUD

New credit cards mean new systems for local merchants...and a liability shift S T O R Y L E I G H N E E LY

ctober features a somewhat startling change this year, one that might be scarier than Halloween. Those who issue credit and debit cards, and any businesses that accept these cards for purchases, may be paying for fraudulent charges they were not liable for in the past.

Consumers have been receiving new credit cards that contain a computer chip from EuroPay, MasterCard and Visa (EMV). The chip is intended to provide more security during transactions than the magnetic slip currently in use.

With the change to EVM cards comes a liability shift.

Until now, the credit card companies have accepted financial responsibility for fraudulent charges.

That means, those who choose to accept cards that are not EVM compliant will be responsible for the fraudulent charges. The credit card companies are no longer liable for these charges. It will fall to the banks, credit unions, and other financial companies who issue credit or debit cards.

Numerous articles about the new credit

O

cards have appeared in various publications and online, and most of the predictions have been dire for small businesses. The leading surveys indicate that less than 50 percent of businesses are committed to getting the new hardware and software needed to do transactions with the new cards.

bank has upgraded their ATM machines so that they are EMV compliant.

However, she said it’s not surprising that some merchants are choosing to keep things as they are.

“Oct. 1 is the deadline for the liability shift, but it’s not a law or a rule that equipment must be upgraded,” Winker said.

MERCHANTS WHO CHOOSE T O A C C E P T C A R D S T H AT AR E NOT EVM COM PLIANT WILL BE RESPONSIBLE FOR FRAU D U LE NT CHAR G E S, N OT T H E C R E D I T CA R D C O M PA N I E S .

Lynne Winker is the vice president and marketing officer at United Southern Bank (USB). She said that the bank and a third-party partner have been working with their merchants for almost two years to prepare for this change.

They have also encouraged clients who wanted to get equipment for near-field communication, which includes Apple Pay and Google Wallet, to add the EMV equipment too. The

“Interestingly enough, USB has found it would cost us (USB) more to reissue all of our debit cards than we’ve had in fraud losses,” Winker said.

EVM cards, used in Europe and the United Kingdom for many years, have a specific purpose— to prevent the humongous amount of credit card fraud that occurs almost daily. The United States is the last economic power to accept this payment

method. While the cost of credit card fraud is more upward of $10 billion per year, the cost to make this change may be tough for small businesses.

After the expense of updating equipment and software, employees need training, all of which can be invasive to the smallbusiness budget.

These cards cost more to produce in the beginning, but the savings come because they last longer than cards with magnetic strips and they have a “flashupdating” capability that means less cost over time. Many consumers are wary of using the new cards because they may not work in the old swipe machines. Some companies like American Express, issued cards early on with the chip and a magnetic strip. There is no extra protection when using these cards because the chip is made useless.

Shawna Sherman, vice president of Commercial Operations at First National Bank of Mount Dora, said they have found many of their clients aren’t even aware the change to chip-enabled cards is coming, but First National

52 LAKE B US I N E SS MAGAZ I N E.COM

We’ll stack the chips in your favor.

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Bank of Mount Dora does have a plan in place.

“Businesses don’t have to make this change right now, but we’re making preparations for those who wish to,” Sherman said. “We have a twosided plan for the EVM cards. We need to be sure our customers have their personal cards, and we’re working with our merchant vendor to ensure our business customers have what they need— new terminals and things like that.”

While there are advantages with the new chip-enabled cards, it still can be stolen. The chip doesn’t keep the thief from using it. Of course, your card also is not protected from online data hacking. Perhaps the most important thing to remember right now is consumers may not be able to use the chip-enable card at every place they shop or dine. The merchant must have the hardware and software needed.

Finally, and this will be a big one for many people, it cannot make automatic contactless payments.

Merri Sichko, manager of Jewelry Design in Lady

Lake, said their owner installed the machines this summer and provided training for employees.

“We’ve decided we need to be more vigilant in checking identification, and we’re collecting more information on our customers to make transactions smoother.”

It’s interesting to note that those who use the plug for their smartphones to include on-site credit or debit card sales can replace those units at a reasonable cost. The stylists at Reflections, a salon in downtown Leesburg, made their choice sometime back.

Because they are all independent contractors, they found it too difficult to accept credit and debit cards, so they deal in cash or personal check.

Once again, change is good, and change is bad.

If the chip-enabled card reduces the staggering amount of fraud committed each year, it will save billions of dollars. However, there is the cost to the small business, though only in the thousands, it could be too much for their overburdened budgets.

54 LAKE B US I N E SS MAGAZ I N E.COM

HUMAN

— B I L L G AT E S

RESOURCES

I N F O R M AT I O N O R T H AT W E ’ R E I N T O U C H W I T H T H E R I G H T P E O P L E .

PE OPLE MAK E TH E D I F F E R E N CE

B E I N G F L O O D E D W I T H I N F O R M AT I O N D O E S N ’ T M E A N W E H AV E T H E R I G H T

55 2015 F OU RTH QUARTE R

H U M A N

R E S O U R C E S

NEW RULES ON OVERTIME

President Obama gave the Department of Labor (DOL) a directive to update the overtime rules of white-collar workers, beginning as early as spring 2016. What you should know and how can you prepare for it.

S TO RY A L E X A N D E R S O T O M AY O R

56 LAKE B US I N E SS MAGAZ I N E.COM

PROJECTED COSTS INCLUDE $245.5 MILLION FOR REGULATORY FAMILIARITY COSTS

small business owner already knows that wages and salaries eat up a significant portion of revenue. In some industries, the cost of labor can account for 20-50 percent of total operating expenses, and in the coming year, the cost of a company’s best employees may jump. This is a direct result of a presidential memorandum issued

by President Obama to the Secretary of Labor updating the white-collar overtime exemption of the Fair Labor Standards Act. This exemption specifically affects executive, administrative, and professional employees.

The memorandum bypasses the consent of Congress. In early July, the Department of Labor published their notice of proposed rulemaking, which outlines the proposition. After finalization, the rule will to go into effect in spring 2016 or early 2017.

The proposed changes update the salary level from $23,660 annually to approximately $50,440 for standard white-collar employees and from $100,000 annually to approximately $122,148 for highly compensated

A

$160.1 MILLION IN ADJUSTMENT COSTS AND $178.1 MILLION IN MANAGERIAL COSTS

white-collar employees.

The salary level will be adjusted for inflation every year based on the earnings index.

The goal according to the Obama administration, was to update 2004-era minimum salary levels and reduce litigation that is a result of misclassified workers. The administration believes the changes will put more money in the hands of the middle class, which will drive the economy, as well as improve the morale of the workforce.

However, some business leaders believe that optimism is not realistic.

According to Scott Bowers, vice president of Human Resources at LassiterWare in Leesburg, the updated overtime rules for whitecollar workers can have negative effects on small businesses in Lake County.

The financial impact may put some small businesses out of operation; prices of goods and services can go up, employees can lose flextime as well as other job perks, and litigation may increase. While the DOL argues its analysis on potential employer strategies and business costs are sound, according to Bowers, it is flawed because numbers may be highly underestimated.

$1,482,490,000 IN TRANSFER OF PROFITS COSTS IN YEAR ONE

The DOL’s analysis is based off economic models that are merely best guesses. In year one, projected costs include $254.5 million for regulatory familiarity costs, $160.1 million in adjustment costs, $178.1 million in managerial costs, and $1,482,490,000 in transfer of profits costs.

Affected white-collar employees are estimated to be 4.6 million. However, according to Bowers, industry experts predict 10.5 to 21 million whitecollar employees could be affected; the direct administrative costs to private businesses may double or exceed $1 billion, and the transfer of profits cost could be between $2 billion and $4 billion.

The strategic options predicted by the DOL are summarized in four types of workers.

“Type 1” workers will be reclassified as hourly and work 40 hours or less.

“Type 2” workers will also be reclassified as hourly and work some overtime.

“Type 3” workers will be reclassified as hourly, but their hours and pay will be calculated similar to the employee contract model. Their base pay will be adjusted downward, so total hourly wages,

straight, and overtime pay will equal their previous salary pay.

“Type 4” workers remain salaried and exempt from overtime. Their base pay will increase to the $50,440 proposed threshold.

Bowers, who was Florida’s Human Resources Professional of the Year in 2012, offered some suggestions on what small business owners in Lake County can do to prepare for these coming changes: Make a list of employees within your organization who fit the white-collar exemption and earn less than $55,000 a year.

Evaluate their overtime hours and decide if you can afford to pay a 150 percent premium for those hours. Figure if you can reduce base pay so that straight pay and overtime pay combined, equal last year’s salary expense. Can you create two part-time jobs instead of having one worker work 60 hours per week?

Write your congressional representative and request the $500,000 threshold that defines small business be increased to reflect the current inflation level, which will exempt the smallest businesses that don’t do interstate commerce.

57

2015 F OU RTH QUARTE R

Providing the insight and experience your business needs to succeed.

For over 100 years, LassiterWare has provided the highest level of service to businesses throughout Lake County. We remain committed to: Business and personal insurance, risk management, human resources & claims advocacy Cutting-edge technology supported by some of the most experienced professionals in the field The success of thousands of local businesses that place their trust in us When you want a partner dedicated to the evolving needs of your business, the name to know is LassiterWare.

MANAGEMENT TEAM (from left): John Kern, John Bruneau, Doug Childers, Patricia Schmaltz, Ted Ostrander, Matt Ostrander and Bill Nolan

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61 2015 F OU RTH QUARTE R

TECHNOLOGY

— MARGARET HEFFERNAN

TH E CU TTI N G E D G E OF D OI N G B U S I N E S S

C O M PA N I E S A R E B O U G H T F O R T H E I R R E V E N U E , C U S T O M E R B A S E , T E C H N O L O GY O R P E O P L E .

A F E W G R E AT C O M PA N I E S O F F E R A L L O F T H E S E , B U T A N Y VA L U A B L E B U S I N E S S O F F E R S O N E .

T E C H N O L O G Y

MARKETING WEBSITES S TO RY B E N H O M A N

Having new and updated content on your website will greatly help search engines, like Google, find your website. This furthers your chances of moving up on their front page.

ON-PAGE SEO (SEARCH ENGINE OPTIMIZATION)

Depending on who developed your website, you may not have access to page titles and descriptions, but what you can do is go through and re-read your page text. Nobody knows your company better than you do. When someone is trying to find your company, what do you

ost small businesses today understand the importance of leveraging the to broaden their reach.

Whether that is done through advertising, social media, or your website, we all want to stand out to our prospective customers.

Many large marketing agencies will sell you a huge marketing package with all the bells and whistles, but is that really what you need? Here are three practical things you

M

can do for your website that can potentially save you thousands!

FRESH AND RELATIVE CONTENT

Every website should have a content management system in place that will allow for easy and regular updates.

You should be able to quickly post a photo of your latest job, or add a few quick paragraphs about your latest accomplishment, as easily as you post on Facebook.

KE E P IT FR E S H, R E L AT I V E A N D PROFE SS IONAL

want them to be searching for? With this mindset, work back through your text and make sure keywords and phrases that describe your company are mentioned once or twice on each page.

RESPONSIVE DESIGN

This isn’t something you will be able to do yourself, but it is very important and worth mentioning.

A responsive website is a website that formats to phones, tablets, and computers individually, for the best look and usability on each device. Google has just begun giving boosts to websites that look good on smartphones; therefore, if you have an outdated site, consider a refresh.

Doing these simple things will not only allow for a better user experience, but will also help potential clients and search engines know you are staying on top of what is important. I like to explain to people that your website is like your front office assistant. He or she may not be on the streets doing the selling, but when clients arrive, this person is the first to greet clients. Having a fresh, relative, and professional website is truly important to your company’s image—it’s what most visitors will see first when they look you up.

BEN HOMAN is the Creative Director for Skillful Antics (www.SkillfulAntics.com), a web development and online marketing company in Central Florida.

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1234567 SEVEN WAYS TO KEEP YOUR SMALL BUSINESS SAFE FROM HACKERS ou might think only large companies are the targets of hackers.

After all, there are countless stories about how places like Home Depot, Target, Apple, and other corporations had security breaches.

Unfortunately, small businesses must worry about this too. A study

by Symantec in 2012 found that about half of all cyber-attacks targeted companies with less than 2,500 employees.

Y

Businesses with fewer than 250 employees made up 31 percent of these victims.

According to the National Cyber Security Alliance, one-fifth of small businesses are the victims of cyber-attacks every year, and 60 percent of those companies close their doors for good within six months. Your company has a 20 percent chance of facing a security breach, so it very important that you know how to fend off attackers if you want to save your business.

Hackers are opportunists, always looking for another chance to strike an unwitting victim. Just one breach can end up costing you thousands of dollars and potentially drive your business under. Smaller companies are among the easiest targets because they often don’t see themselves as potential victims and don’t take the necessary precautions for protection.

Small businesses might not yield the greatest financial results for hackers, but they

make the easiest targets.

Daniel Whitehouse is a technology attorney with Whitehouse & Cooper, PLLC, who represents companies that have been breached. He says hackers cast wide nets to see how many companies they can exploit. “Many business owners mistakenly think hackers target specific companies, but that couldn’t be further from the truth. If you have computers, tablets, POS terminals, smartphones, etc. connected to the 63

2015 F OU RTH QUARTE R

S

T E C H N O L O G Y

Internet, your company is at risk of being hacked.”

Be smart and stay safe by using these handy tips to outwit hackers and keep your company protected:

NO 1

GET ANTI-VIRUS SOFTWARE

This is probably the most obvious thing to do, but it is important. You don’t want vicious malware entering your computer, stealing your data, and making your computer unusable. Kaspersky, Norton, Symantec, and many other providers offer special packages and deals for small businesses.

Be sure your protection is from a trusted brand that fits your budget.

NO 2

BE SMART ABOUT PASSWORDS

Most people use the same simple password for several different accounts so they can easily remember it when logging in. This is a bad idea.

Once a hacker gets your

password, they can access your most private accounts.

Some hackers have access to high-quality passwordcracking software that makes it easy for them to break into your accounts.

Be sure you use unique passwords for your most important accounts. Avoid using names, places, dates, and other passwords that easily bypassed.

One method of creating a secure password goes like this: Pick an easy to remember sentence and base your password on this sentence. For example, “The quick brown fox jumps over the lazy dog” can become a password like this: “7qBfj0t1d.” This looks like a string of random letters and numbers to the average person, but it is actually a secure and easyto-remember password.

NO 3

LEARN TO SPOT SUSPICIOUS EMAILS

Many hackers love to trick people by sending emails that look like they come from a legitimate

company. For example, someone might get an email claiming to be from Wells Fargo and reminding you to update your account. The email will provide a link that will take you to a website that looks similar to Wells Fargo in order to trick you into giving your username and password.

How can you spot a phony email? First, hover over the sender’s address.

The name might look like it’s from a certain company, but the email address might come from a thirdparty source. You should also hover over any links to make sure they actually direct you to the website in question rather than an unrelated website. If you do click the link, look for signs to check legitimacy: spelling errors, copyright date, and URL. Many websites such as PayPal and Bank of America have a green lock symbol on the left of their URL in order to show it’s a protected site.

However, a fake website won’t have that symbol.

NO 4

DON’T FALL FOR SOCIAL ENGINEERING

Phishing emails, like the example above, often use social engineering to trick users into believing something.

Social engineering refers to manipulating people into giving up confidential information like passwords and Social Security numbers.

Hackers often pretend to be representatives of companies, brokers, clients, or anyone else.

If someone has an offer that seems too good to be true, verify it. For example, you may receive an offer to do an interview with a representative from Fox Business. He may offer to do this to give your business coverage for an in-flight business talk show for a mere $2,000. It already sounds suspicious, but it never hurts to look things up. You might find this person not affiliated with Fox at all and airlines don’t list his show on

64 LAKE B US I N E SS MAGAZ I N E.COM

SAFE&SECURE their websites. Other people who had similar experiences may post their bad experiences and prove it’s a fraud.

Another common form of social engineering is people with an urgent need for money. You might get a message from a “friend” who claims a child has been kidnapped and ransom is needed within a week to save the child. Of course, the “friend” will do nothing more than keep the money.

Money, passwords, and credit card numbers are all great targets for social engineering experts. The best thing to do is to be skeptical of anything that sounds remotely fishy, and never be gullible.

NO 5

SEPARATE PERSONAL AND PROFESSIONAL COMPUTERS

To take your Internet security to the next step, use different computers for business and personal use.

The computer that handles all your company’s private and sensitive information, such as banking and financial accounts, should not be the same computer you use to play video games and download music.

This way, if spyware or some other virus enters your personal computer, they won’t access any of business information. Of

A P P R O X I M AT E LY H A L F O F A L L C Y B E R - AT TA C K S TA R G E T E D C O M PA N I E S W I T H L E S S T H A N 2 , 5 0 0 E M P L OY E E S

course, it’s ideal to be sure neither gets hacked, but this method will minimize any damage thieves and hackers could inflict on your software.

NO 6

HAVE MULTIPLE LAYERS OF SECURITY

When one layer of security just isn’t enough, have another.

Each increasing level of authentication just makes it that much harder for hackers to breach your computer’s systems. Cyberattackers get better every day, and the only way to keep them at bay is to keep your security current.

Do you have a firewall to block attackers? Add a layer of encryption and a few password locks just to go the distance. The more you can add to your security, the greater the resistance is and the less you have to worry about your system. It might seem like a lot of work, but remember, it is much better to be safe than sorry.

NO 7

CHANGE YOUR PASSWORDS AFTER AN EMPLOYEE LEAVES

Unbelievably, your company’s worst enemies don’t always come from behind a computer screen in a remote part of the world. Some of your enemies may be working for you. A February 2013 study by Symantec found 50 percent of people who lost their jobs in in a given year kept private data from their former company.

Fifty-six percent of those people said they didn’t think it was a crime to use a past employer’s secrets for a new company, and 62 percent of respondents transferred work documents to personal devices such as phones and laptops.

Any employee who had access to a company’s credit card, bank account, Wi-Fi passwords, or anything else still has access them if information doesn’t change. The exemployee could use that information for personal gain, to give a competitive edge to their new company, or to sell data to hackers or other people on the internet. It’s scary that so many employees are guilty of this. Protect your company if there is a high turnover rate or some

disgruntled employees who wouldn’t mind sticking it to their old boss.

According to Whitehouse, the Florida Legislature has enacted a law to protect companies from former employees who take and use information without authorization.

The Computer Abuse and Data Recovery Act takes effect October 1, 2015, and allows various remedies for violations of the act, including damages, injunctive relief, and attorneys’ fees.

Whitehouse cautions that businesses must still use diligence to revoke authorization from former employees.

Hackers are tricky and dangerous, but all it takes is your wits, some precaution, updated technology, and a healthy dose of skepticism to combat them. Whitehouse also recommends obtaining cyber liability insurance (also known as data breach insurance) to your arsenal of tools to combat the hackers.

“These policies are relatively inexpensive when compared to the cost of a data breach,” he says. In an ideal world, no one would worry about hackers. Unfortunately, the reality is they are a real threat that every company, even small ones, must face.

65

2015 F OU RTH QUARTE R

ENERGY TECHNOLOGY PROGRAMS

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BUILD CONFIDENCE IN YOUR FUTURE WITH A LONG TERM CARE PLAN CONSIDER THIS

The right plan can help you leverage your retirement assets to provide a comfortable lifestyle in all stages of retirement.

70% of Americans over 65 will need some type of long-term care at some point.1

If you are worried what the cost of long-term care might do to your

87,600

retirement savings and the legacy you leave for your family, you are not

$

alone. According to a survey by the National Council on Aging, two-thirds

was the median annual rate for nursing home care in 2014.2

of Americans aged 65 and older say that long-term care is the greatest threat to their standard of living. Fortunately, it’s a threat you can do something about.

<2%

With proper planning and the right insurance, you can take control of the

of all long-term care cases are covered by Medicare.3

cost of long-term care for you, your spouse and your family and ensure that you receive the kind of care you want.

Sources:

To learn more about your long-term care options and how we can help you incorporate them into your overall financial plan, contact us today.

1

2014 Medicare Handbook, U.S. Department of Health & Human Services, September 2013

2

Genworth Cost of Care Survey, 2014

3

Health Insurance Association of America

FIRST LASTNAME ® TRACY M. BELTON, CFP

Approved Title Senior Vice President, Investments 531 WStreetname Main St, Tavares, FL 32778 12345 // Cityplace, ST 00000 O 352.253.5244 T 000.000.0000// //T 877.734.5249 T 000.000.0000 //// FF352.253.5245 000.000.0000 tracy.belton@raymondjames.com first.lastname@raymondjames.com // websiteaddress.com www.beltonfinancialgroup.com ©2015 Raymond James & Associates, Inc., member New York Stock Exchange/SIPC. 15-PCA-0144 VC 6/15

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