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HM:DAK@=J K ;GDMEF OCTOBER 2016 EDITION HOUSTON

MAGAZINE

Chairman John Cruise President/Executive Publisher Steve Levine Vice President/Publisher/ Creative Director/Editor Barbara Davis-Levine 'LMIJ *MRERGMEP 3J½GIV Ervin Hughes Publisher’s Assistant Jerome Davis

AUTUMN… A TIME FOR CHANGE

Graphic Designer

Fall Greetings Everyone! Photographers Gwen Juarez Contributing Writers Barbara Davis Barbara Delaney Ruben Gonzalez Bruce Hurta Judy Bluestein Levin

Hank Moore Christi Ruiz Gail Stolzenburg Aimee Woodall

Chief Advisor Hank Moore Publisher’s Advisory Board Denise Adjei Sonia Clayton Donna Cole John Cruise April Day Dr. John Demartini Maya Durnovo Kathie Edwards Mila Golovine Dory Gordon Greg Grant David Holt Richard Huebner Ervin Hughes Jeffrey Jones Darryl King Sandy Lawrence Craig Klein Wea Lee Bertrand McHenry Hank Moore

Lisa M. Morton Mike Muhney Leisa Holland Nelson Tony Noun Annise Parker Page Parkes Howard Partridge Susan Repka Maria Rios Grant Sadler Rita Santamaria William Sherrill Gail Stolzenburg Pam Terry Linda Toyota Mayor Sylvester Turner Jack Warkenthien Carlecia D. Wright Aaron Young

Phone: 832-419-2814 E-Mail: Steve.Levine@SBTMagazine.net Or Write: Small Business Today P.O. Box 31186 Houston, TX 77231 See us on the web at www.SBTMagazine.net

SMALL BUSINESS TODAY MAGAZINE IS PUBLISHED MONTHLY BY LEGACY PUBLISHING GROUP, LLC. P.O. BOX 31186 HOUSTON, TX 77231 EXECUTIVE PUBLISHER - STEVE LEVINE: 832-419-2814 CHAIRMAN - JOHN CRUISE: 832-460-2020 WWW.SBTMAGAZINE.NET ADVERTISING RATES ON REQUEST. BULK THIRD CLASS MAIL PAID IN TUCSON, AZ. POSTMASTER: PLEASE SEND NOTICES ON FORM 3579 TO P.O. BOX 31186 HOUSTON, TX 77231. ALTHOUGH EVERY PRECAUTION IS TAKEN TO ENSURE ACCURACY OF PUBLISHED MATERIALS, SMALL BUSINESS TODAY MAGAZINE CANNOT BE HELD RESPONSIBLE FOR OPINIONS EXPRESSED OR FACTS SUPPLIED BY ITS AUTHORS. COPYRIGHT 2012, LEGACY PUBLISHING GROUP, LLC. ALL RIGHTS RESERVED. REPRODUCTION IN WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS PROHIBITED.

any of you know that I was born and raised in Upstate New York, where the seasons were more defined by the changes in temperature and scenery than we are accustomed to in Houston, TX.

Fall was always my favorite season as the summer foliage transitioned into a rainbow of glorious colors. Temperatures dropped and people all around seemed to change attitudes with the passing of hot summers and the transition into fall, which, (in New York anyway), seemed to be compromised to just 2 ½ months! Spring and summer planting and nurturing of our gardens brought a harvest during these months which all ended come winter.

If we think about our business in terms of season transitions, (other than customer preferences), we might find fall an excellent chance to reflect on our spring and summer seasons in our businesses and determine what marketing seeds we need to plant for a more ruitful new year. Fall is an excellent time to take a look at our current business plan (you do have a current business plan, don’t you?) and make the revisions and additions to “grow” your businesses in new directions in 2017. This month’s cover honoree, Dr. Jack Jensen of Athletic Orthopedics and Knee Center, has a clinic that integrates specialized treatment options, nutrition and wellness activities, and personalized attention to ensure the very best possible outcome, Dr. Jensen knows how important it is to integrate your client/patient suggestions and new technology to better serve those clients. “Whatever is important for them, we take care of them. They get better and they refer someone else. So we know we really do a good job. That’s the kind of healthcare you get here,” concurs wife Allison Jensen. “You come here and you get well.” “We’re on the Internet; we have a website; we take care of a lot of schools; and so a lot of people know about us. We work with a lot of companies. But, if you do a good job and listen to your patients, they’ll refer other people to you, and by far that’s the majority of referrals that we get,” says Dr. Jensen. I know you will enjoy Dr. Jack Jensen’s story. Also in this issue, we celebrate the 15th Anniversary of the Brazil-Texas Chamber of Commerce (BRATECC). What a terrific organization that we have enjoyed getting to know better. It’s time to let you get started on this month’s issue! Good Reading, Good Sales, & Success to You,

STEVE LEVINE

President/Executive Publisher, Small Business Today Magazine

INSIDE SEPTEMBER 2016 EDITION HOUSTON

ON THE COVER DR. JACK JENSEN-

ATHLETIC ORTHOPEDICS AND KNEE CENTER

FEATURES

03 19 21

Publisher’s Column Value-Added Leadership How to Bounce Back and Win SBA Lender can Order Appraisal before Your Purchase is Negotiated

BRAZIL-TEXAS CHAMBER OF COMMERCE

Throw The Fish Already: Marketing Lessons From Pike Place

HSAS – A Retirement Benefit No One is Talking About

27 28

Networking in the Future Financial Astrology October 2016

BIKE BUG ELECTRIC CARGO BIKES WORK OR PLAY, HAVE FUN ALL DAY!

COVER STORY

Dr. Jack Jensen Athletic Orthopedics and Knee Center Always a “10” With His Patients

BY JUDY BLUESTEIN LEVIN

f doctors were rated by patients the way Olympic athletes are judged, orthopedic surgeon and knee specialist Dr. Jack Jensen, F.A.C.S.M., would garner all 10s!

Part of the mission of Dr. Jensen’s practice, the Athletic Orthopedics and Knee Center (AOKC), is that every patient who leaves there becomes a goodwill ambassador for the center. Just like the field of sports is divided into teams, so is AOKC. The teams include the physical therapy team, the front office team, the call center team, and the clinical team. Each team is led by expert people who focus on every patient receiving a great experience and it is this appreciative culture that sets AOKC apart from others like them. Athletic Orthopedics and Knee Center is a clinic that integrates specialized treatment options, nutrition and wellness activities, and personalized attention to ensure the very best possible outcome. AOKC always gets good results due to their focus on specialization. The doctors are fellowship trained in areas of specialty such as knee, foot, ankle, hand, shoulder, spine, pain, and sports medicine, etc. “We treat all patients with orthopedic injuries and pain including middle school, high school, and college, professional, recreational and Olympic athletes” remarks Jensen. “We have people who were in the Olympics come to us. We have professional, amateur, and high school athletes come to us,” remarks Jensen. “Whatever is important for them, we take care of them. They get better and they refer someone else. So we know we really do a good job.” “That’s the kind of healthcare you get here,” concurs wife Allison. “You come here and you get well.” “We’re on the Internet; we have a website; we take care of a lot of schools; and so a lot of people know about us. We work with a lot of companies. But, if you do a good job and listen to your patients, they’ll refer other people to you, and by far that’s the majority of referrals that we get,” says Jensen.

Not only has Jensen treated many Olympic gymnasts, he has treated many professional athletes as well. His clients come from several illustrious teams including the Houston Rockets, the Houston Oilers, the Texans, and the Houston Wranglers. He’s also treated members of Cirque du Soleil, the Masters Cup, the Goodwill Games, and the U.S. Clay Courts Championship. An athlete himself, Jensen is uniquely qualified to understand the many facets of caring for those with sports-related injuries. Jensen grew up the oldest of three boys, in the rural town of Holton, Kansas, a closeknit community of about 4,000 folks. It’s also a strong midwestern town that takes its athletics seriously and has a tradition of going to state championships in different sports. In high school, Jensen was a standout in three sports. “I was the quarterback on the football team,” reflected Jensen. ”We had a very successful, state-ranked football team. I played on the basketball team and was fortunate enough to actually set quite a few records in basketball there. And then, in track, I was a sprinter and ran the 440-yard dash (now it’s the 400-meter dash), but we were highly successful in track and set some state records, some that still survive yet today.” Jensen’s grandmother was a full-blooded Native American Potawatomie Indian and his father grew up on the Potawatomie Reservation in Kansas. His father left the reservation to become a barber, opening a shop in Holton’s picturesque hometown square. The barber shop became a meeting place where trophies lined the shelves. On Saturday nights, farmers would come in to get a haircut, have their shoes shined (often by the teenaged Jensen), grab a shave, and talk sports. Jensen’s dad was actively involved in both the community and local sports. “He was the barber there for 50 years and received an award in the County Hall of Fame for business,” says Jensen. “But the big thing was that his father helped start the girl’s basketball team that went on to become perennial state contenders.” He also helped start and was the Commissioner of the Little League Baseball Organization in the town and was involved in Scouting. Jensen’s mother went back to school to earn

her master’s degree in teaching. After which, she taught senior English for many years before retiring. Two of her lucky students were Jensen’s younger brothers. Jensen’s work ethic started early. He remembers how proud he was when, at age ten, he was hired to put up hay. It was this very physical work that helped prepare him for high school and, later, college sports. “We didn’t go to the weight room, you put up hay,” recalled Jensen. “It’s an unbelievable activity. To wrestle those bales and throw them around and be in the heat was really fun and you were very proud that you could do it.” Jensen’s athletic prowess earned him a track scholarship to Washburn University He also received a small grant from the Bureau of Indian Affairs. Combined with the money he earned putting up hay and a little help from his parents, Jack headed off to college. “When I went to college, I was interested in law school but I also liked the sports aspect of medicine. I had a cousin who was four years older than I was. He had been an excellent athlete in high school who went off to college and continued playing sports. He went on to medical school and it seemed a very natural thing for me to follow in his footsteps, focusing on sports and musculoskeletal things. “I went to Kansas University, which is in Kansas City, and started medical school. I wasn’t there very long till I was in the cafeteria and saw this beautiful woman in a white coat,” recalled Jensen. At the time, he didn’t know that she was one of his professors. Later on, Jensen attended his nutrition class for the first time and there was the beautiful woman in the white lab coat again. Not knowing that the nutrition class was on that day, Jensen had arrived clutching a McDonald’s burger. His professor took note and quipped, “That’s not going to get you very far in this class.” Jensen reminisced, “I like to think of it as I was just trying to get her attention. It worked, even though it took another year before we started dating.” The professor’s name was Allison. She was immensely qualified to teach nutrition classes for the medical students because not only did she have a Master’s Degree in Nutrition,

she also had a Ph.D. Allison reflected, “We actually lived in the same apartment complex. Jack was a runner and I was a runner and we started running into each other running. In fact, Jack still runs every day at lunch time.” Right after graduating from medical school, the young couple wed, and they’ve been together now 39 years and counting! Jack’s mother’s parents were bankers. “So it was really unusual that the daughter of the banker married a Native American,” laughed Jensen. “Allison’s father owned a clothing store chain and was the Mayor of the town that she grew up in. After we were married, I took Allison back to the reservation for a powwow. It was an eye-opening experience for Allison. My father actually led the procession in the powwows. When that occurred, Allison exclaimed, ‘Wow, you really are a Native American! This is the real thing.’” The Jensens still return to the reservation on occasion to attend powwows and visit family. “Fortunately, we still have an allotment of land on the reservation and we go back there and enjoy it,” elaborated Jensen. “After the U.S. Government took away all of the Native American Indian’s tribal lands, President Benjamin Harrison put all of the tribes on reservations and gave each of them an allotment of land. Today, the tribe has a casino there and the culture is really thriving and expanding. They also have good schools and good roads, too.” After medical school, Jensen came to the Texas Medical Center to do an internship at the University of Texas and then an orthopedic surgery residency. He arrived just in time for the launch of the first Life Flight helicopter where he worked under Dr. Red Duke (they later would become friends). “I was one of the very first doctors flying on the Life Flight helicopter,” says Jensen, “which gave me tremendous experience right there dealing with life and death situations. It certainly puts a perspective in injury on the football field.” Jack spent the next four years in Orthopedic Residency at different hospitals in the Medical Center. During his residency, Allison was hired to work in the Department of Surgery as a Clinical Instructor for Dr. Red Duke’s Nutrition Support Team. “We worked [ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 7

COVER STORY

Dr. Jensen is extremely proud of his Athletic Orthopedic Knee Center Team! Photo by Gwen Juarez

on one of the first teams that did intravenous feedings for trauma patients, and so, we developed that technology at the old Hermann Hospital and The University of Texas,” explained Allison. She not only worked alongside Duke, but also worked with Dr. Stanley Dudrick, who was known as the “Father of Intravenous Feeding”. “So I can brag on her a little bit.” Jensen adds, “That whole program, Allison lectured all across the United States on how to nutritionally assess people and how to keep them alive by total intravenous feeding, which is done a lot now. Before that, patients who couldn’t eat starved to death.” “She was up for the Dietitian of the Year Award for that work,” continues Jensen. “That was a major deal at the time, helping people from cancer patients to all kinds of patients that had problems and who couldn’t be fed otherwise.” Jack and Allison collaborated on some research articles together exploring the correlation between nutrition and orthopedic trauma, while Jensen completed his orthopedic residency. Soon after, Jensen got accepted to a sports medicine and knee fellowship with the well-known Slocum and Larson Orthopedic Group in Eugene, Oregon. “The area is very sports intense, with a very good football team, and it’s a mecca for track there and home to the U.S. Olympic trials. Add to that, logging, and you’ve got a

recipe for a very busy orthopedic practice. So that’s why the orthopedic doctors there had a lot of expertise in taking care of sports injuries,” says Jensen. “After that, my training was finished.” Jensen’s first job was as team physician for the University of Missouri in Columbia, Missouri. Eventually, he moved back to Houston and went to work in a building that Dr. Denton Cooley had put together for nutrition and sports. Allison also got a job there in the nutrition department. After moving to another practice in the Medical Center, the couple looked around. They had a vision of a patient-centered practice of their own and set out to create it. Jensen decided to move his practice west. He found a property at I-10 and Campbell Road. “We really wanted to create our vision here, to have all the services under one roof,” explained Jensen. For a time, Jensen also kept an office in the Medical Center but it wasn’t long before all of his patients preferred the convenience of his new location. So in 1990, in order for the Jensens to grow their vision, AOKC completely transitioned to the new campus. “Most people don’t live in the Medical Center,” explains Jensen. “If it’s cancer treatments or open-heart surgery, that’s one thing. But if you hurt your knee, for instance, it’s much easier to get to I-10 and Campbell from almost anywhere than it is to go into

8 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

the Medical Center, especially if you can’t walk.” “At the time, leaving the Medical Center was quite a risk”, remarked Allison. “Early on, a lot doctors went to Memorial City but they cautioned me against buying this building at the time because they said it was across the railroad tracks,” recalled Jensen. “Today, the railroad tracks are gone and the neighborhood is growing. You’ve got to break the mold a little bit. Can you go out from the Medical Center? Can you go out to the suburbs? Today it is a certainty that you can, but that was a big question at the time.” AOKC didn’t happen overnight. Jensen explained, “When I bought the building, there was no build-out on the second floor. We had one big area. The practice was me, a receptionist, and an assistant. Over the years, we just kept growing, adding services, and adding doctors.” “We got a loan for the building at the time,” recalled Jensen. ”It was the biggest thing; I’ve never had a lot of debt. Some people leverage that a lot but we’ve never done that much. It’s appropriate to use debt to a certain extent to get a good rate and fundability, but we got the building at a really good value. And then, we built it up ourselves. We currently lease to services that support our patients and our mission that include an Imaging Center, an Outpatient Surgery Center, an Orthopedic Urgent Care, and an Active Recovery Center.”

The Active Recovery Center is a well-needed addition to the AOKC. Dr. Jensen explained, “Research and data show that the forgotten phase of exercise and recovery, either post-op or injury, is a big predictor of performance and injury. The ARC uses stateof-the-art techniques to accelerate recovery for either injury or post-surgical for all levels of athletes. The cryotherapy sauna speeds recovery with only a three minute treatment. This is the only center in town that uses this advanced technology for recovery. Most fatigue, soreness, and inflammation that normally take 24 hours to leave the body can be relieved within one hour.” Today, the Athletic Orthopedics and Knee Center, is a one-stop-shop that provides exceptional orthopedics and sports medicine care. “If you have a problem, here we have fellowship-trained specialists, the ones who take extra training, that can see you. We have physical therapy that can take care of people; we have a surgical center for out-patient surgery; we have an orthopedic urgent care center with extended hours in the evenings and where you can come straight into if you have an injury; there’s an imaging center also down below us; and we do some other recovery things, helping people get back to their sport,” says Jensen.

Jensen’s AOKC office is filled with Native American artifacts, weavings, authentic arrows and modern-day sculptures. Also atop his desk is a basketball signed by former Houston Rocket Elvin Hayes. Behind him is a display of Olympic memorabilia including a signed photo from the 1996 gold medal gymnastics team in which Kerri Strug performed a second vault, despite severely spraining her ankle on the first vault, leading her team to a historic first U.S. team gold medal. Jensen was the team’s orthopedic specialist. He narrowly escaped injury in Atlanta’s Centennial Olympic Park when a terrorist bomb exploded, killing one and injuring more than 100. Despite being shaken by the blast, Jensen immediately put his medical skills to use triaging the victims. Always looking to the future, long before computers stored medical records, Jensen formed Managed Digital Documents to scan medical records and compile data electronically. “It started out that we would scan medical documents; it’s evolved into scanning everything from water bills to engineering plans, architectural plans, all kinds of things, and the next step, now we have VIRIDISMED, and that’s where you can not only upload all these documents to the cloud and then you can data manage, you

can get those documents to come back to you in different formats,” explains Jensen. “Say you’re looking for the patient’s medical record or their credentialing or their bill, so what started out as a lab using an inhouse process has turned into a lot of other companies using our services.” A variety of professions can benefit from using Managed Digital Documents’ services. Oil and gas companies use it, architects use it for their drawings, financial services use it for their legal documents, tax returns, sales tax audits; hospitals can use it. “So, that’s something that grew out of the medical need for documents to other industries,” says Jensen. In addition to Athletic Orthopedic and Knee Center, Jensen owns and operates Deer Dancer Ranch, a corporate retreat center one hour west of Houston. “The name comes from a Potawatomie proverb about one who walks the path of the deer. In other words, that it’s the right path to walk in your life, whether it’s healthcare, wellness, or personal growth. Some people will rent the entire ranch and have their own team-building and corporate retreats. They have a variety of exotic animals on the grounds including deer, buffalo, and red stag. Besides the conference center, there are also facilities for overnight stays.

“Essentially, that means that we can provide all the services that people need in one stop, in one place.” “In our practice, we have different doctors including hand specialists, foot and ankle specialists, etc., specialists within our group that do more individualized specialization. But, you know when somebody gets hurt on the football field; they may hurt their ankle, so as a board-certified surgeon you can evaluate all those things. My area that I enjoy mostly is knees, so I do some of those other areas, but I focus on knees more.” “The big plans in the work for the AOKC is an expansion of this entire campus, because they have a few acres on either side of us, putting more buildings here and more room to do all the things we’ve talked about,” explains Jensen. ”The expansion will enable AOKC to add doctors, have more room to do more services, and expand physical therapy. We’re really excited about an expansion of our therapy for recovery.”

Dr. Jensen utilizes different techniques to evaluate each patient. Featured here is a computerized analysis of strength and endurance of multiple joints, Photo by Gwen Juarez [ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 9

COVER STORY

“Basketballs, footballs, and baseballs, are primarily what people want. In addition, we also donate a lot of needed athletic equipment to schools. They might need a treadmill or a scoreboard, and the Foundation has done that for a number of schools.”

One of the latest technologies to be utilized in therapeutic treatment, is whole body Cryotherapy which is located in the Active Recovery Center. Photo by Gwen Juarez

Conferences go on every month ranging from healthcare, to personal growth, to yoga, and even healing and shamanism. “Every culture has shamans. Doctors are shamans of sorts; they’re healers,” explained Jensen. “I’ve had the experience to meet some real shamans, Native American Healers. I have incorporated this knowledge into my medical toolbox and use it when I can. For example, when I talk to a patient, but for some reason I feel a little fear or a little something else in me, the shamans say pay attention to that, because you may be picking that up from them. So, it really kind of helps to know where that patient is coming from. It’s very intuitive. Everybody has that ability if you’ll listen to it. So, there’s a whole lot more than just looking at an X-ray.” Jensen cited a situation where a child came into the office claiming that their knee was hurting them a lot even though there was no reason for them to be hurting at all. But, what the child was really trying to say is that they were tired of that sport or maybe didn’t like that sport. They may have been good at it and mom and dad wanted them to keep going, but the child was looking for someone to support their needs and give them a kind of honorable discharge. “What if it was recommended that the child do another sport? Would they feel better? You have to intuitively pick up what’s going on there. And, I think that’s a lot of shamanism, just taking the time to really listen,” expressed Jensen.

While Jensen’s specialty and expertise make him a doctor in great regard as well as demand, it is his work with local youth through his nonprofit, the AOK Research Foundation that brings him many gratifying moments. “Through the Foundation we’ve done thousands of high school sports-participation physicals”, explains Jensen. “We do them every year at a low cost that allows them to participate in sports but if a student can’t afford it, they are never turned away. And sometimes, the sports physicals pick up things that can be lifesaving, like heart defects” . “We also have healthcare scholarships based on need”, adds Jensen. “These scholarships are aimed at high school students who have earned athletic scholarships and then find their future in jeopardy because of potentially sports-ending injuries which need treatment. Over the years, different organizations have donated athletic equipment that the Foundation has distributed to organizations in need. The Foundation was featured on the Oprah Winfrey Show when it donated athletic equipment to a Houston-area school. “So that’s been very rewarding,” says Jensen. “Through the Foundation, we collect gently used uniforms and athletic equipment and channel them to groups that need them. It isn’t uncommon for youth to play three sports, but not only do they grow each year, their interests change,” remarked Allison.

10 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

The Foundation also provides athletic trainers to schools and events when they need athletic coverage. And, if that weren’t enough to keep Jensen busy, he’s been the team physician for a multitude of schools, so he volunteers his time to go to football games, basketball games, and other sporting events. He also helps injured athletes on the sidelines Thursday, Friday, and Saturday nights in the fall. “There are games just about every night, so we’ve done that for years,” says Jensen. “You’re the doctor, it’s a volunteer situation and you give your time to help them out.” Through the Foundation, Jack Jensen has co-authored research and written and published two books, a book for athletes and gymnasts titled “A Healthy 10!” and a book all about knees titled “The One Stop Knee Shop.” Together, Jack and Allison have raised two children, daughter Kristin and son Justin. Both went to Memorial High School, followed by The University of Texas. Kristin continued on and got her law degree from the University of Houston. She lives in Houston, has three young children, and helps the AOKC with healthcare law and with the legal needs of Jensen’s different companies. Justin earned degrees in business and mechanical engineering and then an MBA from MIT. Now he lives in Austin, Texas, where he is the CEO of Cinetics, a company that develops and sells motion-control gear for cameras. How does one measure the life of a Holton, Kansas native who would go from being a star athlete in high school and college to a world-renowned orthopedic surgeon and author? How does one describe this provider of so many gifts to the community who is the visionary behind the Athletic Orthopedic and Knee Center, a one-stop-shop for orthopedic health? To put it in Olympic terms, Jensen scores a perfect “10”! SBT

<j& B]fk]f k Hj]k[jahlagf ^gj Km[[]kk 1. You have to have a vision and you have to write it down. If you are clear on your vision, there’s a high chance it will happen. If you’re not clear on your vision, there’s a high chance that it’s not going to happen. And, no matter how good the person might be, if they aren’t enrolled in your vision, they aren’t going to be onboard. So people need to be onboard with your vision. 2. Financially, it is important that you don’t overstretch yourself, overcommit yourself, or over-leverage yourself. Do things in steps or in stages. 3. Be flexible. A big misconception is that everything always works. It doesn’t. In many situations in business, you may go down one track, and even though it worked for someone else before you, it might not work for you. There are a variety of reasons why. Things can change, other factors can change. So you have to be really nimble. You have to be willing to go in a new direction. 4. Get your employees enrolled in your vision. Your employees have to be onboard with the same values and missions that you have. They back up and reinforce everything you do. Our employees focus on creating goodwill ambassadors of each and every client. 5. Our patients/clients are our goodwill ambassadors. That’s not only our vision, but our statement or mission.

6. Always be the best that you can possibly be. We believe we have to be the best we can and, specifically in orthopedics, we have to be able to handle all these services at the highest of levels. 7. Create an appreciative culture with your employees. Give positive feedback. It makes a difference. Show appreciation through your actions such as bonuses, dinners, activities, and benefits. Pay attention to what resonates with them. One person may enjoy tickets to a baseball game but another person may prefer a day at the spa. 8. Always be an advocate for your patient or client. You have to be the number one advocate and your employees have to be the number two advocate. Patients need someone to stand up for them, to help them navigate through all the complexities of medical care. You need to follow the “Golden Rule” when it comes to helping your patients/clients. You need to help them understand what to expect regarding their surgery and how they are going to get through it. They not only need to know what is going to be done about their pain management and rehab but also everything needed to simplify dealing with insurance companies and their individual plans. 9. If you take care of your clients and make sure their needs are met, you will make them happy. Happy customers make goodwill ambassadors.

[ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 11

PROFILE

BIKE BUG

Electric Cargo Bikes

Work or Play, Have Fun All Day! BY BARBARA R. DAVIS

I grew up with a fun-loving, daredevil mother who raced stripped down stock cars as a teenager and drove with a lead foot as an adult. She taught me all about cars including how to drive a stick shift and double clutch! All my life, I looked for fun, new things to do including skate boarding, biking, surfing, jet skiing, and off roading. I always wanted to drive a motorcycle but could only be a passenger because I was too small. Needless to say, I thought I had tried just about everything until I met Mike Schneider and Rick Greenwade, engineers and developers of Bike Bug Electric Cargo Bikes. Now, all I can say is that I am in love! The minute I saw the three-wheeled electric bike, my ADHD entrepreneur mind raced with ideas in ways to utilize the cargo bike. The best part - no matter if I used it for work or play, I could have fun all day! For over 20 years, Mike and Rick have been in business selling bike engines and for the past 5 years they have been making the Bike Bug Electric Cargo Bikes. The Bike Bug Cargo Bikes have two wheels upfront and a single wheel in the back. They can easily go as fast as 20 mph and I had no trouble controlling it. Even when I reduced the speed as I pulled up to a stop sign, I never had any worry about losing my balance. Not only can Bike Bug Cargo Bikes help you haul some serious cargo, they can help you transport people or pets, too. Whatever you can dream up, Mike and Rick can make it happen. They always are in search of new applications for companies to incorporate Bike Bug Cargo Bikes into their every day usage. In fact, if you come up with an original concept that they have never done before, you could win your own Bike Bug Cargo Bike. Golf carts can be quite expensive but a Bike Bug Cargo Bike starts at $1,400. Do you have a big warehouse or a large compound where you need to transport supplies, parts, tools, or

other equipment? Why not a Bike Bug Cargo Bike? Do you have someone who is wheelchair bound or has limited mobility? Bike Bug Cargo Bikes can be custom designed for those needs. Do you have a neighborhood restaurant and want to save money delivering food? Bike Bug can create a cargo area that keeps the food warm. Bug Cargo Bikes are locally made and serviced with the focus on quality. Mike and Rick field test everything to assure the very best in safety, reliability, and ease of use. They are always looking for ways to improve their products. In fact, there is no other company out there that has the improvements of Bike Bug Cargo Bikes. One other thing, driving a Bike Bug is great for people who are you “green-minded”. By driving a Bike Bug Electric Cargo Bike, you are helping reduce the carbon footprint. Studies have shown that electric bikes use less energy than the energy used to pedal a bike when you factor in the energy required to produce the food needed for the person pedaling the bike. . In the past, electric bikes have had a very poor reputation due to the substandard batteries that were being imported from China. Bike Bug uses the finest quality 750 watt lithium-ion batteries from Japan and Taiwan. They have a 20 plus miles range without recharging. Additional cartridges are available. The Bike Bug Cargo Bike stands out from the crowd because of the smooth ride and ease in steering. Some of the features include weather proof polyurethane finish, hi ten steel frame, alloy rims, heavy duty side hubs with 1/2” axle, V brake system in all wheels, dual alloy brake levers, parking brake system, Shimano Nexus Inter 3 Hub and Inter 3 Shifter, adjustable height handlebar, comfort spring saddle, and alloy seat post with quick release.

For more information on how you can work or play and have fun all day, visit Bike Bug Cargo Bikes on the web at www.cargobikestore. com. Also, if you have a creative new way to use a Bike Bug Cargo Bike, submit your idea and you could win your own!

Brazil-Texas

Chamber of Commerce Celebrating 15 Years in Making Lasting Connections

BY JUDY BLUESTEIN LEVIN

he Brazil-Texas Chamber of Commerce (BRATECC) and Executive Director Cid Silveira are delighted to be celebrating their 15th anniversary in making lasting connections. Envisioned by a small group of local entrepreneurs in which Silveira belonged, the Chamber was founded in 2001. Since that time, it has become a conduit for Texans and Brazilians doing business between the two countries while providing expertise, networking, and friendship opportunities through several events held during the year. Considering how much Texas and Brazil have in common, they both share a love for barbecue, they are filled with welcoming and friendly people, there are lots of cowboys, and both agribusiness and oil and gas are strong industries there, it’s no wonder the Chamber is enduring. Born and educated in Brazil, with a B.Sc. in Engineering, Cid Silveira worked for a steel pipe manufacturer with deep ties in the oil industry back in Brazil. He was sent to Houston in the early ‘90s on a two-year contract as general manager of its Houston subsidiary. It took no time at all for Silveira, his wife, and two sons to fall in love with Houston and the opportunities that the thriving city had to offer. During his term, reflected Silveira, “I learned enough to understand the huge potential for growth between Texas and Brazil and developed such an unshakeable conviction that I could somehow contribute and help both sides by assisting Brazilian companies to get into the U.S. market and American businesses to access the opportunities in Brazil.” So, Silveira started a small business. “For an American company willing to start doing business in Brazil, I can help because I know reliable professionals and sound companies. The same is true in the other direction. I know how to access the right people and I’m familiar with the business culture on both ends. I can be a valuable liaison.” states Silveira. After

starting his business, Cid then branched into project procurement, buying parts and equipment not available in Brazil for the country’s refineries and other industrial plants. Throughout the five years after leaving the big corporation, Silveira regularly met with a small group of businessmen from Brazil. In this special group there were those who were especially enthusiastic about the creation of the Chamber that included Jussara Smyth, Rui Abrantes, George Donnelly, Marisa Costa, Moses Ribeiro, and Steve Schneider. One name though was key to the launch of a solid and strong foundationfor the Chamber, Ricardo Peduzzi. So between1997 and 1998, this core group started the momentum to found the Brazil-Texas Chamber of Commerce. Three years later, there was enough interest and enough business to launch the organization. A defining moment was when Petrobras America, a subsidiary of Petrobras Brazil, signed on as a sponsor. Ricardo Peduzzi, an ex-Petrobras executive, envisioned the idea and Marisa Costa was assigned to make the invitation to Renato Bertani, the new President of Petrobras America who had recently arrived from Brazil. And to everyone’s delight, the invitation was accepted! “With Petrobras on board, we invited the President of Petrobras America at the time to be the President of the Chamber,”recalled Silveira. “We were thrilled that he agreed and Petrobras has been represented on the board ever since.” Another fundamental event was when BRATECC was honored with the acceptance by the Consul General of Brazil in Houston at the time to become BRATECC’s Honorary President, thus consolidating a strong base for growth and success. Once the Brazil-Texas Chamber of Commerce was officially created and formally registered in Austin,, the Board appointed Ricardo Peduzzi as their first Executive Director. Since his appointment, he has been very instrumental in making BRATECC an extremely successful Chamber during the [ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 15

12 years he has held that position. In addition, the American Chamber of Commerce of Rio de Janeiro, which is primarily focused on oil and gas, immediately saw an opportunity to partner with BRATECC and co-organize several events throughout the years in Houston such as the Brazil Energy and Power Series. That’s how the Brazil-Texas Chamber of Commerce started on their path of working with many major entities in the oil and gas sector that also include Amcham-Rio, IBP, Firjan, ONIP, AGDI, ABDIB, and Amcham São Paulo, to name a few. Starting with this strong foundation plus the continuous effort and focus of the Board of Directors in creating events covering significant topics for their members, BRATECC always invites major corporate decision makers, government officials, policy makers, and industry regulators. “We have built a reputation around the energy sector with huge events. It is not uncommon for there to be two hundred to four hundred people in attendance,” remarked Silveira. Just last year, the Ministry of Mines and Energy of Brazil accepted their invitation to a cocktail reception during the Offshore Technology Conference where he was the keynote speaker. Silveira recalled, “For many years, we had here in Houston the BEP (Brazil Energy and Power), a two-day event that was originally created by the American Chamber of Commerce of Brazil in Rio that we partnered with at the time. Back in the early 2000s, there was already a strong oil and gas industry, especially in Rio, and the interest from American companies increased as we repeated the event every year in Houston especially because if you wanted to do business in Brazil in the oil business, the end-user of your 16 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

product most probably was going to be Petrobras.” During those years, BEP drew each year around 80 to 90 Brazilian businessmen that came with the delegation brought by Amcham-Rio and the rest of the attendees came from Houston and other places around Texas. The event had panels covering the different kinds of energy generation sector such as oil and gas technologies used in the production of ethanol both from corn in the U.S. and from sugar cane in Brazil, hydropower plants, and other biofuel sources. Starting around 1999, there has been a significant increase in Brazilian businesses coming to Houston and opening their subsidiaries. Before BRATECC, few Brazilian companies looked to Houston. When they thought about expanding, they usually turned to Miami, New York, Los Angeles, or the Silicon Valley. “We feel that we helped to make Houston known in many different areas, not only for oil and gas but for other things as well such as medical, education, investments in real estate, and logistics,” remarked Silveira. Starting in 2013, the Chamber started making a directed effort to try and expand yet to other areas and agribusiness is certainly a noticeable target. In partnership with Amcham Brasil – SP, BRATECC had the opportunity to bring a delegation of agribusiness entrepreneurs and government officials from the State of Goias for an event concurrent with the Houston Livestock Show and Rodeo with a very productive daylong visit to Texas A&M in College Station. The Brazil-Texas Chamber of Commerce is seeking new members not only to strengthen their already solid core business, the flourishing

energy sector, but also additional companies to expand on that. A recent economic crisis in Brazil has devalued assets that include dropping real estate prices which has opened up a market for businesses willing to go there to buy land and set up factories, farms, logistics, and industrial facilities, or simply invest. In turn, this creates a demand for law firms which specialize in import regulations, corporate taxes, intellectual properties, healthcare and its technologies, labor forces and regulations, government contracts, corporate governances, and compliances. The Chamber offers members contact with companies wanting to do business with Brazil and seminars on helpful topics, such as compliance. “I think what I am most proud of is the small group of entrepreneurs that started from nothing and, even though we only concentrated our efforts in the energy sector, we were successful in establishing our good reputation in the market. We are well recognized and our name is known in strategic places like New York, Washington, and Brasilia. Our challenge now is to expand,” says Silveira. The mission statement of the Brazil-Texas Chamber of Commerce is a very simple one: “BRATECC is devoted to fostering business and friendship among American and Brazilian companies. This is accomplished by providing an access to business leaders, reliable business

partners, opinion makers, and networking opportunities that keep them informed about the current events and prepares them for issues that define their future.” “BRATECC is an American entity,” adds Silveira, “and we’re here to stimulate business between both the U.S. and Brazil. We welcome everyone.” Americans hold board positions alongside Brazilians. Members of BRATECC’s board of directors include members from Petrobras, Schlumberger, United Airlines, ExxonMobil, FTI Consulting, PKF Texas, and SBM Offshore. “There has been a turnaround in Brazil’s government and economy recently. We’ve been seeing change in the perception of local companies in relation to the country as more pro business and looking towards the possibilities of doing business with the United States,” informed Silveira. “I am confident that we are going to see a boom of new business between Brazil and the United States in the next five years. There is a great opportunity to do business with us here in Texas and it is our passion to help companies in Texas and Brazil make lasting connections with each other.” To find out more about the Brazil Texas Chamber of Commerce, you can visit them on the web at braziltexas.org, call them at 713-783-9299, or find them on Facebook. “You catch us and we’ll call you back.”

EDITORIAL FEATURE

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Leadership BY HANK MOORE CORPORATE STRATEGIST™

very company has stakeholders, though a few with their own proprietary interests chart the course in their own vision, or lack thereof.

Within every corporate and organizational structure, there is a stair-step ladder. One enters the ladder at some level and is considered valuable for the category of services for which they have expertise. This ladder holds true for managers and employees within the organization, as well as outside consultants brought in. Each rung on the ladder is important. At whatever level one enters the ladder, he-she is trained, measured for performance and fits into the organization’s overall Big Picture. One rarely advances more than one rung on the ladder during the course of service to the organization in question: 1. 2. 3. 4. 5. 6. 7.

Resource. Equipment, tools, materials, schedules. Skills and Tasks. Duties, activities, tasks, behaviors, attitudes, contracting, project fulfillment. Role and Job. Assignments, responsibilities, functions, relationships, follow-through, accountability. Systems and Processes. Structure, hiring, control, work design, supervision, decisions. Strategy. Planning, tactics, organizational development. Culture and Mission. Values, customs, beliefs, goals, objectives, benchmarking. Philosophy. Organizational purpose, vision, quality of life, ethics, long-term growth.

Value-added leadership is a healthy way of life that puts collaborations first. When all succeed, then profitability is much higher and more sus-

Jmffaf_ l`] Zmkaf]kk& L`] kar] g^ qgmj [gehYfq ak f][]kkYjq lg \g l`] bgZ \]eYf\]\& Gh]jYlagfk Yj] kgmf\$ hjg^]kkagfYd Yf\ hjg\m[lan]& <]egfkljYl]\ afl]_jalq Yf\ \]h]f\YZadalq Ykkmj] [mklge]jk Yf\ klYc]`gd\]jk l`Yl qgm oadd mk] qgmj kar] Yf\ afÛm]f[] ja_`ldq& Qgm ]ehdgq klYl]%g^%l`]%Yjl l][`fgdg_q Yf\ Yj] af l`] nYf_mYj\ g^ qgmj af\mkljq& tained than under the Hard Nose management style. Value-added leadership requires a senior team commitment. Managers and employees begin seeing themselves as leaders and grow steadily into those roles. The ideal company could hopefully make the following answers to questions posed above, per categories on The Business Tree™, including: 1. The business you’re in. You’re in the best business-industry, produce a good product-service and always lead the pack. Customers get what they cannot really get elsewhere. 2. Running the business. The size of your company is necessary to do the job demanded. Operations are sound, professional and productive. Demonstrated integrity and dependability assure customers and stakeholders that you will use your size and influence rightly. You employ state-of-the-art technology and are in the vanguard of your industry. 3. Financial. Keeping the cash register ringing is not the only reason for being in business. You always give customers their money’s worth. Your charges are fair and reasonable. Business is run economically and efficiently, with excel[ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 19

EDITORIAL FEATURE

lent accounting procedures, payables-receivables practices and cash management.

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4. People. Your company is people-friendly. Executives possess good people skills. Staff is empowered, likeable and competent. Employees demonstrate initiative and use their best judgment, with authority to make the decisions they should make. You provide a good place to work. You offer a promising career and future for people with ideas and talent. Your people do a good dayâ€™s work for a dayâ€™s pay.

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5. Business Development. Always research and serve the marketplace. Customer service is efficient and excellent, by your standards and by the publics. You are sensitive to customersâ€™ needs and are flexible and human in meeting them. 6. Body of Knowledge. There is a sound understanding of the relationship of each business function to the other. You maintain a wellearned reputation and are awake to company obligations. You contribute much to the economy. You provide leadership for progress, rather than following along. You develop-champion the tools to change. 7. The Big Picture. Approach business as a Body of Work, a lifetime track record of accomplishments. You have and regularly update-benchmark a strategy for the future, shared company Vision, ethics, Big Picture thinking and â€œwalk the talk.â€?

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20 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

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Contact information for Hank Moore. Website: http://www.hankmoore.com. Email: hankmoore4218@sbcglobal.net. Phone: 713-668-0664. Hank Moore has advised 5,000+ client organizations, including 100 of the Fortune 500, public sector agencies, small businesses and non-profit organizations.

EDITORIAL FEATURE

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Back and Win BY FOUR-TIME OLYMPIAN RUBEN GONZALEZ

aroly Takacs. You’ve probably never heard of him. However, in Hungary, he’s a national hero - everybody there knows his name and his incredible story. After reading his story, you’ll never forget him… In 1938, Karoly Takacs of the Hungarian Army, was the top pistol shooter in the world. He was expected to win the gold in the 1940 Olympic Games scheduled for Tokyo. Those expectations vanished one terrible day just months before the Olympics. While training with his army squad, a hand grenade exploded in Takacs’ right hand, and Takacs’ shooting hand was blown off. Takacs spent a month in the hospital depressed at both the loss of his hand, and the end to his Olympic dream. At that point most people would have quit. And they would have probably spent the rest of their life feeling sorry for themselves. Most people would have quit but not Takacs. Takacs was a winner. Winners know that they can’t let circumstances keep them down. They understand that life is hard and that they can’t let life beat them down. Winners know in their heart that quitting is not an option. Takacs did the unthinkable; he picked himself up, dusted himself off, and decided to learn how to shoot with his left hand! His reasoning was simple. He simply asked himself, “Why not?” Instead of focusing on what he didn’t have – a world class right shooting hand, he decided to focus on what he did have – incredible mental toughness, and a

healthy left hand that with time, could be developed to shoot like a champion. For months Takacs practiced by himself. No one knew what he was doing. Maybe he didn’t want to subject himself to people who most certainly would have discouraged him from his rekindled dream. In the spring of 1939 he showed up at the Hungarian National Pistol Shooting Championship. Other shooters approached Takacs to give him their condolences and to congratulate him on having the strength to come watch them shoot. They were surprised when he said, “I didn’t come to watch, I came to compete.” They were even more surprised when Takacs won! The 1940 and 1944 Olympics were cancelled because of World War II. It looked like Takacs’ Olympic Dream would never have a chance to realize itself. But Takacs kept training and in 1944 he qualified for the London Olympics. At the age of 38, Takacs won the Gold Medal and set a new world record in pistol shooting. Four years later, Takacs won the Gold Medal again at the 1952 Helsinki Olympics. Takacs - a man with the mental toughness to bounce back from anything. Winners in every field have a special trait that helps them become unstoppable. A special characteristic that allows them to survive major setbacks on the road to success. Winners recover QUICKLY. Bouncing back is not enough. Winners bounce back QUICKLY. They take their hit, they experience their setback, they have the wind taken out of their sails, but they immediately recover.

L`gk] ]ph][lYlagfk nYfak`]\ gf] l]jjaZd] \Yq bmkl egfl`k Z]^gj] l`] Gdqeha[k& O`ad] ljYafaf_ oal` `ak Yjeq kimY\$ Y `Yf\ _j]fY\] ]phdg\]\ af LYcY[k ja_`l `Yf\$ Yf\ LYcY[k k`gglaf_ `Yf\ oYk Zdgof g^^& Right away they FORCE themselves to look at the bright side of things – ANY bright side, and they say to themselves, “That’s OK. There is always a way. I will find a way.” They dust themselves off, and pick up where they left off. The reason quick recovery is important is that if you recover quickly, you don’t lose your momentum and your drive. Takacs recovered in only one month. If he had wallowed in his misery, if he had stayed “under the circumstances,” if he had played the martyr, and felt sorry for himself much longer, he would have lost his mental edge – his “eye of the tiger” and he never would have been able to come back. When a boxer gets knocked down, he has ten seconds to get back up. If he gets up in eleven seconds, he loses the fight. Remember that next time you get knocked down. Takacs definitely had a right to feel sorry for himself. He had a right to stay depressed and to ask himself “Why me?” for the rest of his life. He had the right to act like an average man.

»;gflafm]\ Gf HY_] *0 [ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 21

EDITORIAL FEATURE

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before Your Purchase is Negotiated BY BRUCE HURTA

hether you are purchasing a small business or a building for your small business, SBA government-guaranteed financing can provide a lower down payment, longer repayment terms, and easier qualifying criteria than a conventional bank loan. In fact, an SBA lender’s “claim to fame” is its ability to approve down payments as low as 10%, or generally half what is required with conventional bank financing! In accordance with federal guidelines and good business loan underwriting criteria, the SBA lender will order a third-party, professional, business or commercial real estate appraisal to confirm a value at least equal to the negotiated purchase price of the business or the real estate.

While most buyers have negotiated a contract and purchase price before they apply for SBA financing, some buyers take advantage of this requirement to order the appraisal before the contract price is negotiated. Knowing the appraised value can be very helpful to the buyer in determining the purchase price he is willing to pay for the business or small business real estate he plans to acquire with SBA financing. Because an SBA lender cannot rely upon an appraisal ordered by the borrower, by the seller, or by anybody other than the lender, the SBA borrower must pay his SBA lender to formally engage the appraiser on his behalf. The SBA loan applicant can pay the cost of the appraisal to the SBA lender who in turn can order an independent professional business or real estate appraisal from a properly accredited appraiser, in accordance with federal guidelines and banking regulations. Both parties, the buyer and the lender, may then reasonably rely upon the appraised value for contract negotiation and for loan approval. If an appraisal is ordered by the lender after a purchase contract is negotiated, and after the 22 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

O`ad] egkl Zmq]jk `Yn] f]_glaYl]\ Y [gfljY[l Yf\ hmj[`Yk] hja[] Z]^gj] l`]q Yhhdq ^gj K:9 ÚfYf[af_$ kge] Zmq]jk lYc] Y\nYflY_] g^ l`ak j]imaj]e]fl lg gj\]j l`] YhhjYakYd Z]^gj] l`] [gfljY[l hja[] ak f]_glaYl]\& SBA lender has approved the loan, loan approval will be conditioned for an appraisal amount at least the purchase price. Often, having used the guidance of a professional business broker or commercial real estate broker, the buyer will not have a problem with this sequence. Hopefully the broker helped him negotiate a purchase price less than the market value! If, however, the appraisal results in a market value less than the purchase price, the purchase contract, or the loan approval terms, must be renegotiated. While this provides protection for the buyer and the lender, it can consume additional time and additional risk that the contract may not be successfully renegotiated. In summary, when using SBA government-guaranteed financing for a small business acquisition, or for a small business real estate purchase, the professional business or business real estate appraisal can be a useful tool. The buyer will be required to have an appraisal, the lender must order their own appraisal, and there are options for when the appraisal can be ordered by the lender. SBT For other articles on SBA lending, visit brucehurta.wordpress.com. For more information about SBA real estate loans for small businesses, please contact: Bruce Hurta, VP, Business Lending, Members Choice Credit Union, 281384-2595 cell or at bhurta@mccu.com.

EDITORIAL FEATURE

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Marketing Lessons From Pike Place BY AIMEE WOODALL

“

We got a SALMON!” the man at the front calls. “OOOH OOOOOHH SALMOOON SALMOOON,” shouts his team in a drumbeat of response. Seconds later, a fish flies through the air and lands with a thump in the arms of a tall, bearded fisherman. The other merchants cheer. The crowd cheers. People snap pictures. Another group rushes toward the commotion, laughing. It’s a normal day at Pike Place Market in Seattle. Both a tourist destination and a local farmer’s market, Pike Place has been operating since 1907 and is a must-see spectacle if you’re ever visiting the Emerald City. Noisy, bustling and full of produce so fresh and delicious that you question if you’d ever really had an apple before, (Seriously. One bite and you’re ask yourself, “What the hell have I been eating?”) the market is more than just a foodie oasis—it’s a master class on marketing. So what can the flying fish teach small businesses about how to get attention? A whole lot, actually.

@Yn] Y k[`la[c& Seattle is known for a few things: The Space Needle, natural beauty, the Seahawks and Pike Place Market. The latter is most famous for its merry band of cheeky fishmongers slinging Halibut through the air from booth to booth. They do it a bajillion times a day and people come out from all over to make a pilgrimage to see this very phenomenon. They’re KNOWN for it. You should be known for something, too. Find out what it is and yell about it to the rooftops— more on that in a minute.

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ple ordering fish. You can hear the fishermen chant and you can hear the crowd holler when someone either catches or, as happens sometimes, someone DOESN’T catch it. You know something worth looking at is happening and it draws you in. Your brand should do that too. Drum up some attention, make some noise and make people notice.

G^^]j h]ghd] Y lYkl]& You can’t walk four steps in the market without someone offering you a piece of apple. Or pear. Or a date. Or a piece of organic, fair trade, coconut-infused chocolate. They get their product in people’s hands and they’re hooked. When you’re thinking about your marketing think about this: How can you give your potential customers a little glimpse into what you offer? Once you figure that out, do it!

L`jgo l`] Úk` Ydj]Y\q& Building suspense is cool, but so is showing your audience what they’re here for. People gather in crowds all day long to see the fish fly—so they let ‘em fly. Again and again. Show people why your brand is special, make them happy and keep them coming back for more. Next time you’re looking for marketing inspiration, look no further than your local tourist attraction. Changes are, they’re doing it right. SBT

Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based strategic brand shop specializing in cause-driven marketing, public relations, social media and community outreach. You can contact her at 832.971.7725 or email aimee@theblacksheepagency.com. Theblacksheepagency.com.

At nearly any place in or immediately outside of Pike Place you can hear the sound of peo[ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 23

EDITORIAL FEATURE

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Benefit No One is Talking About BY RITA SANTAMARIA

ealth Savings Accounts (HSA) were established in 2003 as part of the Medicare Prescription Drug, Improvement, and Modernization Act to provide a tax-free platform of funding for medical expenses not covered by insurance. A health savings account is a bank account that is earmarked for medical expenses. The funds accumulate over time, don’t have to be spent every year, and remain with the employee regardless of job changes. The funds could accumulate for decades. Within the next year or two, a majority of large companies, as well as many small businesses, are likely to offer an HSA. Unlike traditional health insurance plans, HSAs require full funding of medical expenses by the insured via the HDHP until the deductible is met. Once that limit is fulfilled, the HDHP usually covers 100% of eligible medical expenses. Employees contribute to the health savings account, and that contribution is tax exempt up to a predefined annual limit. Moreover, many employers contribute to each employee’s account. Employees and employers also enjoy the immediate benefit of significantly lower monthly premiums. Everything we’ve covered so far is relatively common knowledge with regards to the health coverage portion of HSAs, so now it’s time to delve into a big benefit that is often overlooked, if not entirely ignored. HSAs offer an excellent retirement benefit. First, because employees are paying less for their portion of the monthly insurance premium, that extra cash can be diverted into the HSA. Then the money placed into the HSA is tax exempt up to the predefined limit set by the Internal Revenue Ser-

vice (IRS); the gain on that account’s investment is also tax exempt. Further savings can include the tax exemption from state income tax, as a few states follow the guidelines established by the IRS. All of this sounds pretty good, and we’re not even done yet. Remember, preventative care is covered at 100%; so the money previously spent on copayments for routine physicals, immunizations, etc. is no longer necessary (another opportunity to divert money into the HSA). If the employer contributes to the account, employees receive that as tax-free cash. Below is an example of how the numbers can breakdown: Family of four with an annual income of $120,000 r m MPXFS QSFNJVN r m QSFWFOUBUJWF DBSF r m GFEFSBM JODPNF UBY r m '*$" r m FNQMPZFS DPOUSJCVUJPO r m HBJO PO JOWFTUNFOU m r m TBWFE BOE PS NBEF JO one year Assume this is a family with no major medical issues, thus are receiving all preventative care at no charge. In just two years there is enough in the account to cover the deductible. In five years, the HSA will be worth $30,000+ and over $62,000 in ten years. In 30 years, when it’s time to retire that account could be valued at $185,000+. With these numbers, it’s easy to see why an HSA account is a windfall to future retirees. More so because medical costs for seniors are rising at a rapid rate. Having a solid cushion of money set aside for those medical costs means tra-

24 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

9kkme] l`ak ak Y ^Yeadq oal` fg eYbgj e]\a[Yd akkm]k$ l`mk Yj] j][]anaf_ Ydd hj]n]flYlan] [Yj] Yl fg [`Yj_]& Af bmkl log q]Yjk l`]j] ak ]fgm_` af l`] Y[[gmfl lg [gn]j l`] \]\m[laZd]& ditional retirement accounts don’t have to be depleted, and can be used for living and leisure expenses. The question is why isn’t anyone talking about this significant benefit? There are a few potential reasons. Although HSAs have been around for a while, they have only recently started to become part of the conventional employer-based health insurance offering. Most C-level decision makers are working with health and welfare benefits consultants. While those consultants are very adept in the health-related portion of HSAs, they are not licensed to discuss the investment side. Furthermore, because most executives don’t think of the investment side of an HSA, little investment strategy is applied to accounts, which is not the case with 401k or pension type accounts. Finally, when HSAs are introduced to employees, the retirement benefits are not part of the conversation. Thus employees don’t realize what they can gain from an HSA. As more educational materials on HSAs become available, more employers and employees will begin to see that an HSA is so much more than a health insurance policy. SBT Barbara Delaney is Founder, StoneStreet Advisor Group Bdelaney@ssadvisorgroup.com www.ssadvisorgroup.com

EDITORIAL FEATURE

F]logjcaf_ af l`] >mlmj] BY GAIL STOLZENBURG

xpect major changes in networking and referral marketing ( formerly word-of-mouth). The signs are already there. It is difficult to find a millenial with a business card. They just pull out their cell phone and send you their information (business card). And, it probably has a video included in it. We are now mobile or even wearable. We know that social networks and integrating with digital experiences. The networking process has increased in speed. Instead of meeting someone for the first time, building rapport and agreeing to contact each other soon, we now check out calendars on our cell phone and set a date, time, and place for a 121 session. And, rather than face to face, it may be by Skype where we can still benefit from seeing the body language. So, in addition to eliminating delay, we have also emliminated travel. Many of the networking changes will be in the areas of social media. The proof is in the numbers. Ten years ago we had no knowledge of posting photos and videos, and daily checking socia media. Since Mark Zuckenberg founded Facebook from his dorm room at Harvard, social media users have grown to more than 2 billion users with the vast majority from outside the U.S and growing at 25% each year. 90% of companies are active in social networks. Almost 8 billion videos are being viewed on You Tube every day and 1 billion Twitter tweets and 100 milllion Ins-

tagram photos. Many new technologies are popping up every day like Slack and Facebook for Work, increasing the ability to communicate. LinkedIn is evolving with chats. How do you contact someone today? If you call them you get voice mail. When they call you back they get your voicemail. Experts say only 1 out of 17 emails are read. So, the solution is texting, where, at least right now, you get almost an immediate response. And, there are now tools available where you can send numerous voice mails and texts at one time without being considered spam. It’s a new way to build rapport. If video is missing from your list of tools, you may be losing business. Videos are a better way to tell you story. Teenagers are showing adults how to use Snapchat.Permanent photos may be going away. Google Hangouts was the leader in the field of live streaming, but now there is Periscope, Blab, and Facebook Mentions. And, one you may be unaware of “YouNow”, a real-time video broadcasting app, where teenagers are watching each other, even sleeping. Two other futuristic tools are already available. One is Virtual Reality like Google Cardboard where studies show people watch videos for 14 minutes as opposed to regular videos for 2 – 3 minutes. organizes it by date, place, people, topics, etc. So, what should you be doing to prepare for Networking in the Future, which is already here?

@go \g qgm [gflY[l kge]gf] lg\Yq7 A^ qgm [Ydd l`]e qgm _]l nga[] eYad& O`]f l`]q [Ydd qgm ZY[c l`]q _]l qgmj nga[]eYad& =ph]jlk kYq gfdq ) gml g^ )/ ]eYadk Yj] j]Y\& Kg$ l`] kgdmlagf ak l]plaf_$ o`]j]$ Yl d]Ykl ja_`l fgo$ qgm _]l Ydegkl Yf aee]\aYl] j]khgfk]& 1. Find a mentor who is knowledgeable of state-of-the-art networking tools. 2. Learn about Inbound Marketing in addition to outbound marketing. 3. Use videos. People like to see you. Get up to speed on virtual reality. 4. Excite, Engage, Entertain and create an Experience is what the best networkers do. 5. Combine digital and physical for better experiences 6. Social Networking will be contextual – learn Instagram, Whatsapp, Nextdoor 7. Companies are turning to employees to network to get the word out. 8. Continue reading, learning, and practicing. See you at the next networking event – online or offline. SBT Gail “The Connector” Stolzenburg Gail@GailStolzenburg.com 281 493 1955 www.GailStolzenburg.com [ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 25

EDITORIAL FEATURE

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October 2016 BY CHRISTI RUIZ

L`ak ak Y Kh][aYd egfl` ^gj Ydd ka_fk& O] klYjl oal` Y Naj_g KgdYj =[dahk] gf Y F]o Eggf& F]pl o] `Yn] Y >mdd @Yjn]kl Eggf n]jq hgo]j^md! =[dahk] af Hak[]k& L`]f o] `Yn] Yfgl`]j F]o Eggf af DaZjY Yl l`] ]f\ g^ l`] egfl`& L`]f E]j[mjq lmjfk \aj][l ^gjoYj\! gf l`] **f\ ^gj Ydd ka_fk Zjaf_ j]oYj\k af Zmkaf]kk& 9ja]k EYj[` *)kl lg 9hjad *(l` On the 1st New Moon and Eclipse makes it is time to seek the spiritual world through balancing mind/body/spirit practice (therapy, be in nature, DreamWorks) this will help with work struggles and work requirements. On the 16th Full Moon Eclipse you will need much rest. On the 22nd Mercury goes direct time to clear up work and misunderstandings. On the 30th next New Moon plant the seeds of harmony and collaboration.

LYmjmk 9hjad *)kl lg EYq *)kl On the 1st New Moon and Eclipse brings a reality check on your finances and keep your eyes open for changes. On the Full Moon brings problems with others create discussions that bring healing as a result. Mercury goes direct bringing balance work and responsibilities. On the 30th the New Moon will bring new job developments that produce financial rewards also in business.

?]eafa EYq ** lg Bmf] *) On the 1st New Moon and Eclipse brings urgent attention is needed to home/family that can influence your business. On the 16th Full Moon the lunar impact will be on your professional affairs (chaotic emotional urgency, confusion). 26 SMALL BUSINESS TODAY MAGAZINE [ OCTOBER 2016 ]

On the 22nd Mercury turns direct that will unravel misunderstandings at work/business. On the 30th the New Moon shines on your creativity, plant great seeds to grow them.

;Yf[]j Bmf] **f\ lg Bmdq **f\ On the 1st New Moon and Eclipse it is time to profit from the reality check it brings to your finances. On the 16th Full Moon and Eclipse in Pisces be careful troubles can arise in communications and follow the law. On the 22nd Mercury goes direct and communications improve and you will get back on track with your business. On the 30th New Moon a surge of energy for business but there are partnership risks. Luck is iffy.

D]g Bmdq *+j\ lg 9m_mkl **f\ On the 1st New Moon and Eclipse it will impact your financial zone with heavy implications. Donâ€™t get discouraged and do not a bad money decision. On the 16th the Full Moon and Eclipse will bring to a head the economical situations. If you can resolve this through chaotic emotions, you will feel a sense of emotional freedom. On the 22nd when Mercury goes direct the Sun will enter Libra assisting you in clearing up the financial matters. On the 30th the New Moon will bring times of joy and happiness.

Naj_g 9m_mkl *+j\ lg K]hl]eZ]j *+j\ On the 1st New Moon and Eclipse will heighten your sensitivity to problems that need your attention. Take your time to sort out things and make the right decisions. On the 16th Full Moon and Eclipse brings unresolved conflicts that will surface. On the 22nd The Sun enters into Libra and launches your annual money cycle and brings finances and accounts into balance. On the 30th the New Moon will put your focus on finances and earning capacity. Opportunity opens its doors to you.

DaZjY K]hl]eZ]j *,l` lg G[lgZ]j *+j\ On the 1st the New Moon and Eclipse will be in your solitude zone a time to be alone, rally your forces and make a new plan. On the 16th the Full Moon and Eclipse will influence your everyday obligations and focus on your inner health. On the 22nd Mercury goes direct and your will begin to release inner worries and when the Sun enters your sign new positive events will arise. On the 30th the New Moon brings a brand new start plant the seeds that you want to manifest in the future.

K[gjhag G[lgZ]j *, lg Fgn]eZ]j ** On the 1st New Moon and Eclipse brings an opportunity to balance realism/idealism make practical choices in business weighing the material costs/benefits. On the 16th Full Moon and Eclipse may trigger a flare-up and will bring you the opportunity to create healing instead of problems. On the 22nd Mercury will be turning direct and there will be a benefit for your one month of being reclusive. On the 30th the New Moon will bring you confidence and luck into your life.

KY_allYjamk Fgn]eZ]j *+ lg <][]eZ]j *)kl On the 1st New Moon and Eclipse will impact your professional zone by being restrictive and toughening up decisions. Prepare to sacrifice or reorder others to get things done. On the 16th the Full Moon and Eclipse will bring confusion, chaotic emotional feelings and you will need to count to ten. On the 22nd Mercury goes direct and business misunderstandings begin to clear up. On the 30th the New Moon in Libra will set the stage for further benefits from your group of involvements. Plant the seeds you want to grow.

;Yhja[gjf <][]eZ]j **f\ lg BYfmYjq *(l` On the 1st New Moon and Eclipse will bring a slow down to your business activities. Do not get discouraged take this time to find the flaws and will ultimately it will be rewarding.

On the 16th the Full Moon and Eclipse will bring an increase communication, conversation and negotiations with those around you, make sure you take control. On the 22nd the Sun enters into Libra and can launch a new career/business cycle. Think about your place in the world and what you can do about it. On the 3oth the New Moon brings opportunity and good fortune.

9imYjamk BYfmYjq *) lg >]ZjmYjq )1l` On the 1st the New Moon and Eclipse will impact your shared assets zone and credit. You will feel emotional, but never give up. On the 16th the Full Moon and Eclipse will be in your fiscal zone creating confusion and chaos in your money spending and shared accounts. On the 22nd Mercury goes direct in Virgo and begins to clear up the financial misunderstandings. On the 30th the New Moon will enter your travel zone business seeds for the future need to be planted.

Hak[]k >]ZjmYjq *(l` lg EYj[` *(l` On the 1st the New Moon and Eclipse brings involvement with others that can complicate your life. Take a levelheaded approach. On the 16th Full Moon and Eclipse take control of your interests and those of others. Try to create a balance. On the 22nd the Sun enters Libra launching a new income/investment cycle. Review your retirement and other accounts. On the 30th the New Moon brings you a new way to profit through the talents and resources of other people. Monetary luck comes your way. SBT

Love & Light, Christi Ruiz Business and Spiritual Life Coach christiruizchristi@yahoo.com O: 713-773-0333 C: 281-904-2658 www.christiruiz.com

[ OCTOBER 2016 ] WWW.SBTMAGAZINE.NET 27

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