DSA 2013 Smart Start Seminar Program

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Dec. 4-6, 2013

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Smart Start Seminar

Washington, D.C.

Smart Start Pre-Conference Seminar

Schedule

Program

Wednesday, December 4 * all events will take place in Grand Ballroom North unless otherwise noted 7:30 a.m. – 8:00 p.m.

8:00 a.m. – 9:00 a.m.

9:00 a.m. – 9:30 a.m.

9:30 a.m. – 9:45 a.m.

9:45 a.m. – 10:00 a.m.

10:00 a.m. – 10:45 a.m.

10:45 a.m. – 11:00 a.m.

11:00 a.m. – 11:45 a.m.

11:45 a.m. – 12:30 p.m.

12:30 p.m. – 1:30 p.m.

1:30 p.m. – 2:15 p.m.

2:15 p.m. – 3:00 p.m.

3:00 p.m. – 3:30 p.m.

3:30 p.m. – 3:45 p.m.

3:45 p.m. – 4:15 p.m.

4:15 p.m. – 4:45 p.m.

4:45 p.m. – 5:15 p.m.

5:15 p.m. – 5:45 p.m.

5:45 p.m. – 6:00 p.m.

6:00 p.m. – 8:00 p.m.

DSA Registration Open Congressional Foyer Continental Breakfast Direct Selling 101: Introducing a Completely Unique Way to Sell Products The State of Direct Selling in the U.S. The Importance of Being Ethical Key Operating Indicators: Measuring Your Salesforce Performance Networking Break Congressional Foyer What is a Compensation Plan & How Do I Get One? Sales & Marketing Basics Networking Lunch Field Development New Company Case Studies Technology Needs for Start-Ups Networking Break Congressional Foyer Social Media for Start-Ups A Crash Course in Direct Selling Law Building Your Business—Internal Structure Lessons Learned Wrap-Up Be Connected Conference Opening Reception Congressional ABC

Wednesday, December 4 7:30 a.m. – 8:00 p.m.

DSA Registration Desk Open

8:00 a.m. – 9:00 a.m.

Continental Breakfast

Congressional Foyer

9:00 a.m. – 9:30 a.m.

Direct Selling 101: Introducing a Completely Unique Way to Sell Products Direct selling is the age-old sales method of conducting sales directly with an individual away from a fixed retail location.

But, there’s more to the story than the simple sale of products, and this sales channel is fundamentally different from other distribution channels. Learn what accounts for those differences and how successful companies must structure their operations around the unique philosophies associated with specific direct selling principles. We’ll also discuss hiring staff who can understand the differences and act appropriately on them.

Pam Dean, Chief Executive Officer, Uppercase Living

Pam Dean brings more than 35 years of experience and wisdom to her role as CEO of Uppercase Living. After working for some of the world’s leading direct selling companies, then founding and leading her own company, Ms. Dean has crafted a career centered on helping women find their wings and achieve their dreams through personal growth and financial prosperity. Ms. Dean started her career as an Avon representative; after 17 years in Avon management, she worked in key positions within global companies around the world before forming Avalla in 2004.

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Session materials are available online at www.dsa.org/mymeetings

Program of Events 9:30 a.m. – 9:45 a.m.

The State of Direct Selling in the U.S. Direct selling has grown significantly this year. In fact, year-over-year U.S. direct sales increased 5.9 percent in 2012 from $29.87 billion to $31.63 billion, outpacing the U.S. economy as measured by gross domestic product. This session will start with the stats and then delve into where direct selling has been and where it is headed as we examine current trends, opportunities and challenges. We’ll also discuss who is likely to become a direct seller and why it is important for you to understand these mindsets when building your business.

Joseph N. Mariano, President, Direct Selling Association

Joseph Mariano joined the Direct Selling Association (DSA) in 1985 and assumed the role of President in 2011. DSA is the 103-year-old not-for-profit national trade organization representing 300 direct sales firms and their 16 million independent salespeople. Mr. Mariano serves as chief executive officer of the Association with ultimate responsibility for all association programs and activities; he is charged with providing progressive association leadership, development and implementation of Association policies in the fields of government, consumer and international affairs.

9:45 a.m. – 10:00 a.m.

The Importance of Being Ethical For as long as sellers have been going door-to-door with their wares, there have been scam artists right behind them. For the past 100 years, DSA has been tirelessly working to keep legitimate companies in business, responding to marketplace pressures for ethical sales tactics, return policies, respect for privacy and other demands. The Code of Ethics was enacted in the 1970s as a landmark self-regulatory action on the part of the association to protect the consumer and today it protects consumers and field sellers through its tenets. This discussion will help you understand what the Code promises, the federal regulations behind it and how it impacts the public’s perception of the sales channel.

Adolfo Franco, Executive Vice President, Direct Selling Association

In his role, Adolfo Franco is responsible for managing and directing the government relations, legal and administrative aspects of the association. He also works to promote the direct selling industry’s interests with Members of Congress and state legislatures, as well as both federal and state regulatory authorities. Mr. Franco provides advice and counsel to member companies engaged in international activities, including serving as liaison to U.S. government agencies such as the United States Trade Representative’s Office, Department of Commerce and Department of State on matters affecting direct selling companies’ access to foreign markets.

10:00 a.m. – 10:45 a.m.

Key Operating Indicators: Measuring Your Salesforce Performance All direct selling companies depend on the drive and productivity of their independent salesforce to grow top line sales.

Direct sellers cannot control or mandate how much their sellers sell, when they sell, where they sell or how often they do it. Your company must achieve growth and productivity through training programs, its compensation plan and timely incentive and promotional programs. How do you know what is working and what isn’t? The answer lies in developing and understanding the key salesforce performance indicators. We’ll review the metrics of which you need to be mindful in order to ensure your company is on the right track for success.

Alan Luce, Managing Principal, Luce, Murphy, Fong and Associates, LLC

Alan Luce is the senior member of the firm Luce, Murphy, Fong and Associates, LLC, specializing in advising companies of all sizes in all aspects of building and managing a successful direct selling company. He is a 40-year veteran of direct selling, having served in senior positions ranging from 16 years at Tupperware to Senior Vice President of Sales & Marketing for PartyLite Gifts to founder and CEO of DK Family Learning . During those years he also served more than 20 years on the Boards of Directors of DSA and DSEF and served as Chairman of both organizations.

Get an insider’s view of the hottest companies in direct selling!

Attend DSA’s Companies in Focus Seminar this March in Utah!

Program of Events 10:45 a.m. – 11:00 a.m.

Networking Break

Congressional Foyer

11:00 a.m. – 11:45 a.m.

What is a Compensation Plan & How Do I Get One? How your company compensates your salesforce is one of the most critical business decisions you’ll have to make.

Understanding the basic principles will help you refine your plan. Whether you are starting your own enterprise or starting your career at an existing one, this session will provide the education you need about direct selling compensation plans.

We’ll cover what parts of a plan will drive different behaviors, the role promotions should play without overriding your plan and the metrics at work in a particular product line that impacts how distributors are paid. Most importantly, you’ll see how one slight adjustment can cause a domino effect within your salesforce.

Traci Lynn Burton, Founder & Chief Executive Officer, Traci Lynn Fashion Jewelry

Whether she’s in her role as a motivational speaker, author or the owner and driving force behind the hugely successful direct sales company Traci Lynn Fashion Jewelry, Traci Lynn Burton continues to impact her consultants with her mission of “Passing the MIC” (Motivate, Inspire, Change).

“Passing the MIC” fuels her desire to motivate people to step out of their comfort zones, inspire them to greatness and to change their lives. The Fort Lauderdale-based business currently has more than 15,000 independent sales consultants in 42 states.

Andrea Sherwood, Compensation Plan Specialist, Dan Jensen Consulting

Andi Sherwood has worked in the direct selling industry for more than 16 years, designing and working with hundreds of compensation plans. From start-ups to multi-billion-dollar giants and product lines ranging from clothing and nutritionals to beauty and technology, her broad understanding and intimate knowledge of the industry is utilized to help companies learn and integrate best practice approaches in compensation plan design and business practices that will align strategies to drive success.

11:45 a.m. – 12:30 p.m.

Sales & Marketing Basics Bringing your product to market and getting it into consumers’ hands is complicated. Even the best ideas won’t get to the public if they’re not marketed to the right audience! Where do you find the army of product enthusiasts who will create the word-of-mouth buzz your company needs to be successful? Learn best practices for success from an already established direct selling enterprise as our executive shares how a sales campaign is launched.

Britney Vickery, Chief Executive Officer & Founder, Initials, Inc.

Britney Vickery brings more than 16 years of professional and executive management experience to her company. A serial entrepreneur, Initials, Inc., represents her strongest accomplishment to date.

Ranked No. 762 on the Inc. 5000 list of America’s fastest-growing, privately held companies for 2013, the company is up 793 spots from 2012. Beginning her professional career with a Fortune 100 company in 1997, she later moved into collegiate advancement, where she held various positions and truly honed her strategic leadership skills. She later exited corporate America upon the arrival of her first child, and would found and launch Initials, Inc., from a spare bedroom in her home a year later.

12:30 p.m. – 1:30 p.m.

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Networking Lunch

Follow us on Twitter (@DSA411) and use the meeting hashtag—#DSAbeconnected.

Follow @DSAEvents for updated conference info.

Program of Events 1:30 p.m. – 2:15 p.m.

Field Development While you’re building your team, be sure you know how to train and develop them, too. Your end goal is to have a salesforce that is geared up to recruit more sellers and is motivated to sell your products for a long, long time. We’ll tackle the basics of creating field development programs that foster and develop growth, leadership skills and ethical behaviors. Included in this discussion will be ways in which your company can implement fun and appealing training methods to get your salesforce excited about their businesses and why inspiration and recognition are crucial to your company’s long-term success.

Pam Dean, Chief Executive Officer, Uppercase Living

Pam Dean brings more than 35 years of experience and wisdom to her role as CEO of Uppercase Living. After working for some of the world’s leading direct selling companies, then founding and leading her own company, Ms. Dean has crafted a career centered on helping women find their wings and achieve their dreams through personal growth and financial prosperity. Ms. Dean started her career as an Avon representative; after 17 years in Avon management, she worked in key positions within global companies around the world before forming Avalla in 2004.

2:15 p.m. – 3:00 p.m.

New Company Case Studies Just as Rome wasn’t built in a day, every company endures a host of triumphs and challenges in its early days. Luckily for you, knowing about the hardships you could face is half the battle. During this session, you’ll hear from a veteran executive to find out how his company has achieved early success and learn more about what mistakes they would advise you to avoid. He’ll share: • Critical learning opportunities he’s experienced in his first few years • Lessons he’s learned as he’s put theory into action • Highlights of their operations and inspirational moments that have carried him and his team on Michael Collins, President, LifeWave, Inc. Mike Collins began his career with two Fortune 100 companies: Procter & Gamble and PepsiCo. During the last 20 years, Mr. Collins has brought his business experience and disciplined approach to the direct selling industry, serving in senior roles at Shaklee and Excel Communications. During his tenure within the direct selling industry, he has been an active participant within the Direct Selling Association and the Direct Selling Education Foundation. Mr. Collins holds a BA from the University of Notre Dame.

Now hear from another direct selling success story! Make the most of this session as you get an insider’s view of this rising star, as she shares her experience since launch.

Mary Hoff, Executive Vice President & National Director, Bellaroma

Mary Duer Hoff entered direct sales in 2001 as a sales consultant and was impressed with the freedom of growing an income. With a background in history and business management the direct sales profession was a great compliment to her belief that anyone can achieve any goal if they decide to do so. After eight years as a top leader with a multi-million-dollar organization she decided to step into a corporate role. She has had the pleasure of serving on the executive team of four start-up companies and currently is the Executive Vice President and National Director of Bellaroma.

Complement your Smart Start education!

Order DSA’s SmartStart Toolbox online at www.dsa.org/smartstart

Program of Events 3:00 p.m. – 3:30 p.m.

Technology Needs for Start-Ups Gone are the days of scheduling books, manual lists, calculators and hand-written letters. Your 21st-century business cannot run without technology, but that doesn’t mean you need every bell and whistle before you launch. Our expert will walk you through the must-haves and can-waits to ensure your company is fully operational while taking practical considerations into account.

Konrad Mayr, Vice President, Operations, Sabika, Inc.

With more than 30 years of marketing experience and a Ph.D. in economics, Konrad Mayr brings a wealth of business acumen to Sabika. He has successfully marketed products for a variety of industries: steel, automotive, textile, health care, heavy machinery—and now, jewelry. Mr. Mayr’s forward-thinking approach to IT systems and emerging technologies makes him a vital member of senior leadership for Sabika.

3:30 p.m. – 3:45 p.m.

Networking Break

Congressional Foyer

3:45 p.m. – 4:15 p.m.

Social Media for Start-Ups Social media takes time and time comes at a premium for a newly launching enterprise. We’ll explore the social media musts to get you on the right track to an authentic, word-of-mouth campaign, including: • Which platforms are nice and which are necessary • Online conversation monitoring that you’ll be sad if you skip • Dos and don’ts for social • Usage policies to keep your distributors from going rogue and taking your company name with them Jennifer Fong, Managing Principal, Luce, Murphy, Fong and Associates, LLC

A former direct sales company CEO, Jennifer Fong is a digital sales and marketing expert who has helped both network marketing and party plan companies throughout the direct selling industry use online and mobile technologies more effectively. An expert in using digital media to generate leads, create brand awareness, and ultimately increase sales and recruiting, she is a well-known name in the direct sales industry for creating online policy, strategy and salesforce training on these topics.

4:15 p.m. – 4:45 p.m.

A Crash Course in Direct Selling Law Similar to finance, the way to make sure your company has the legal support it needs is to retain a knowledgeable attorney who knows the ins and outs of direct selling law. But you still need to know the basics, and that’s exactly what this session will provide. We’ll explore: • The impact of the independent contractor status on your field • Promotion dos and dont’s • What federal regulations say about product and opportunity claims Spencer Reese, Partner, Grimes & Reese

Spencer Reese graduated from the Washington University School of Law in 1986. He began practicing law in the areas of environmental law and commercial litigation in Boise, Idaho. In 1992, Mr. Reese joined Melaleuca’s legal department and in 1996, he and his partner, Kevin Grimes, formed the firm Grimes & Reese, where his practice is limited to providing legal services to direct selling companies and the dietary supplement and cosmetics industry. Mr. Reese has assisted hundreds of young and start-up direct sellers navigate their way through the regulatory maze of the FTC, the FDA and the states as they set up their programs and prepare to launch.

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Session materials are available online at www.dsa.org/mymeetings

Program of Events 4:45 p.m. – 5:15 p.m.

Building Your Business—Internal Structure While the success of your business is largely determined by the members of your field, your internal staff plays a major role in the development of your company’s culture. During this session, you’ll have the unique opportunity to hear how your company can develop effective operating procedures from the start and consistently attract team members who will support your vision throughout its growth.

Brett Blake, Chief Executive Officer, Jewel Kade

Brett Blake is the CEO of Jewel Kade, an artisan jewelry and home décor company based in the small mountain town of Alpine, Utah. Mr. Blake also serves on the Board of Directors for DSA member Team Beachbody (makers of P90x, Insanity, HipHop Abs, TurboFire, Slim in 6 and dozens of workout programs).

5:15 p.m. – 5:45 p.m.

Lessons Learned Part of setting up a company is preparing for highs, lows and extremes. Not every decision will be a stellar one, some programs will be tremendous flops and others will succeed beyond your wildest expectations. A panel of today’s speakers will share with you some of their biggest mistakes and successes, as well as what they learned from these experiences to make their companies stronger in the long run.

Brett Blake, Chief Executive Officer, Jewel Kade Traci Lynn Burton, Founder & Chief Executive Officer, Traci Lynn Fashion Jewelry Pam Dean, Chief Executive Officer, Uppercase Living Mary Hoff, Executive Vice President & National Director, Bellaroma Konrad Mayr, Vice President, Operations, Sabika, Inc. Britney Vickery, Chief Executive Officer & Founder, Initials, Inc.

5:45 p.m. – 6:00 p.m.

Wrap-Up Bring your final questions to this last session and make sure you have everything you need to have a successful year in direct selling! Panelists from throughout the day will be on hand to address your questions.

Brett Blake, Chief Executive Officer, Jewel Kade Traci Lynn Burton, Founder & Chief Executive Officer, Traci Lynn Fashion Jewelry Pam Dean, Chief Executive Officer, Uppercase Living Jennifer Fong, Managing Principal, Luce, Murphy, Fong and Associates, LLC Mary Hoff, Executive Vice President & National Director, Bellaroma Alan Luce, Managing Principal, Luce, Murphy, Fong and Associates, LLC Joseph N. Mariano, President, Direct Selling Association Konrad Mayr, Vice President, Operations, Sabika, Inc. Spencer Reese, Partner, Grimes & Reese Andrea Sherwood, Compensation Plan Specialist, Dan Jensen Consulting Britney Vickery, Chief Executive Officer & Founder, Initials, Inc.

6:00 p.m. – 8:00 p.m.

Be Connected Conference Opening Reception Head to Networking Central and meet some other industry executives while you tour the booths a select group of our vendors have put up around the room. Learn more about available solutions to help you get your company off the ground and learn where you should go from here from others who have been in your shoes!

Need a mentor? Meet one at DSA’s 2014 Annual Meeting, June 1-3 in Orlando!