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ighting p L u profits Achieving bottom line growth through energy savings

Wide Format Surge Printing

Workplace Diversity Human Resources



l ar a i rs c e e v Sp ni on i An dit th E

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18 22




18 COVER STORY ❘ Lighting Up Profits ❘ Achieving bottom line growth through energy savings

22 HUMAN RESOURCES ❘ Multicultural Matters ❘ Workplace diversity, inclusion programs help keep valued staff

26 FIREFIGHTERS PROGRESS REPORT ❘ Our second update from the trenches of our business owner makeover

30 10th ANNIVERSARY TIMELINE ❘ A celebratory look back at the growth and evolution of B2B over the past decade

44 PRINTING ❘ Living Large ❘ Growth of wide format printing enhances marketing communications toolbox for business

Departments 5,

On our Cover

4 From the Publisher 49 Professionally Speaking 6 Since We Last Met 10 Build Up Pages 17 Pierce Stronglove 43 Guest Advice 50 Who’s News 56 Business Calendar 57 Advertiser Index 58 Key Statistics

The Futuristic look of light pipes atop the fieldhouse at Menasha High School foretells a tomorrow that features improved lighting with virtually no cost. Photo by Don Stolley of Stolley Studio in Oshkosh.

NEW NORTH B2B l JULY 2012 l 3


State’s recent report card a mixed bag

While personal income rebounds, need for venture capital and start up assistance remains

Sean Fitzgerald New North B2B Publisher 4 l NEW NORTH B2B l JULY 2012

Regular readers know B2B has written quite a bit on the state of Wisconsin’s venture capital availability in comparison with our neighbors and with the national average. We’re not trying to beat readers over the head with this message. But the recently released 2012 edition of the Measuring Success report from Competitive Wisconsin Inc. indicates the state continues to struggle in this important metric of being able to inject needed capital into growing companies. The 2012 report – released in May – dropped the amount of venture capital per worker in Wisconsin to $26.11, down from $43.87 per worker in 2010. Just to get an idea of how disproportionate that number is in the Badger State, neighboring Minnesota posted available venture capital of $103.02 for each worker during 2011, while Illinois led Midwestern states at $120.47. The national average, though, at $216.39 of venture capital per worker, illustrates just how low these comparisons rank in this part of the country. This has been a recurring theme from the annual Measuring Success report, published each year since 1997. The state reached a high water mark of $67.68 during 2000, a time when venture capital flowed more freely across the U.S. Still, Wisconsin has continued to rank among the bottom states in the nation in this category for decades, having recorded just 57 cents of venture capital per worker as recently as 1990. The state’s paltry performance in this category accents the priority of legislation that would further incent investment in Wisconsin’s rising stars of entrepreneurship and innovation. Equally troubling to the prospect of new job creation is the number of new businesses launched in the state decreased by about 1 percent, marking the fourth time in the past five years that Wisconsin saw fewer new businesses than the previous year. Nationally, the number of new business startups remained relatively flat compared with the previous year. On the bright side, the Measuring Success report was ripe with a number of victories for the state in comparing itself nationally in the areas of economic health, quality of life, workforce excellence, public sector, business climate and environmental quality. Leading the pack, per capita personal income in the state is rebounding from a particularly low point during the past seven years.

Wisconsin has always been below the national average for per capita income with three exceptions during the 1950s and again in 1979. In 2011, our state’s per capita income climbed to within 3.8 percent of the national average, up from 2008 when the state’s per capita income came in 6.8 percent below the national average. Since exceeding the national average last in 1979, Wisconsin’s best performance in this category came in 2003 when the state trailed the nation by just 2.1 percent. A measure of our state’s future workforce excellence potential, Wisconsin continues to top or be within earshot of the top of K-12 academic categories such as ACT score performance, high school graduations rates, and performance on standardized tests given to fourth, eighth and tenth-graders across the state. Whether those high-performing students remain in the state for their careers is debatable, but we haven’t heard the term ‘Brain Drain’ nearly as much as we did back in 2001. One reason: the number of state residents with four-year college degrees is up slightly during the past few years to an all-time high, with Wisconsin boasting 26.3 percent of its adult population having at least a bachelor’s degree in 2010, up from 25.7 percent just two years earlier and up from 23.8 percent back in 2000. In fact, the state’s performance in this category has grown aggressively during the past three decades. Less than 15 percent of Wisconsin adults held a bachelor’s degree back in 1980, and that figure climbed to just 17.7 percent by 1990. Still, Wisconsin continues to fall short of the national average in this category which is closer to 29 percent, as well as when compared with our neighbors to the west in Minnesota, where nearly 32 percent of the adult population holds at least a bachelor’s degree or higher. At the same time, the number of doctoral degrees in the sciences awarded in Wisconsin – used as a gauge of innovation and potential intellectual property creation – declined for the second straight year, though the state has historically performed close to the national average in this category. With the legislative election season about to rev into high gear, these results offer solid substance for candidates to consider and develop a platform around as they hit the campaign trail.


The Real Scoop: Repeal of Damages by Davis & Kuelthau, s.c. Tony Renning


If you have a particular labor/employment law question, forward it to Mr. Renning at If he responds to your email in a future issue, your name and company will be withheld to preserve your privacy.

Reader Question: Does the repeal of punitive and compensatory damages under the Wisconsin Fair Employment Act impair the ability for women to receive equal pay? Tony Renning: In 2009, Gov. Jim Doyle signed into law 2009 Wisconsin Act 20, which for the first time imposed punitive and compensatory damages in discrimination cases under the Wisconsin Fair Employment Act. Specifically, 2009 Wisconsin Act 20 permitted the Department of Workforce Development or a person who had been discriminated against to bring an action in circuit court to recover punitive and compensatory damages after the completion of all administrative proceedings. If the circuit court found an employer committed an act of discrimination, the circuit court was required to order the employer to pay to the person discriminated against punitive and compensa-

Sean Fitzgerald

Publisher & President

Carrie Rule

Sales Manager

Kate Erbach Production

Contributing writers

Robin Driessen Bruecker Cheryl Hentz Lee Marie Reinsch Chief Financial Officer

Vicky Fitzgerald, CPA

tory damages in an amount the circuit court deemed appropriate, subject to certain limitations. In 2012, Gov. Walker signed into law 2011 Wisconsin Act 219, which repeals punitive and compensatory damages under the Wisconsin Fair Employment Act. Accordingly, circuit courts no longer possess the ability to award punitive and compensatory damages ranging from $50,000 to $300,000, depending on the number of employees employed. The new law applies to all future complaints as well as all pending complaints where a final determination has not been issued. 2011 Wisconsin Act 219 does not eliminate equal pay for women or any other protected class. Discrimination claims for equal pay are still actionable under the Wisconsin Fair Employment Act. Employees alleging workplace discrimination (including claims for equal pay) may still bring a claim at the state level seeking reinstatement, back pay,

NEW NORTH B2B is published monthly by WINNEBAGO B2B LLC for $20 per year or $3.95 for a single issue. A single complimentary subscription is offered to all members of the Fond du Lac Area Association of Commerce, Green Bay Area Chamber of Commerce, Heart of the Valley Chamber of Commerce, and the Oshkosh Chamber of Commerce. Printed by Digicorporation, 120 Lake St., Neenah, WI 54956 POSTMASTER: send address changes to: WINNEBAGO B2B LLC 923 S. Main St., Oshkosh, WI 54902. Bulk-rate postage paid at Oshkosh, WI. Reproduction of any contents of NEW NORTH B2B without express written permission of its publishers is strictly forbidden. The appearance of any advertisement or product information does not constitute endorsement of any product or service by WINNEBAGO B2B LLC. Copyright 2012.

Contact us: P.O. Box 559, Oshkosh, WI 54903-0559 • 920.237.0254

attorney’s fees and costs. Moreover, employees can elect to bring a claim in federal court, where they can seek punitive and compensatory damages. For counsel as to the Wisconsin Fair Employment Act, contact Tony Renning at (920) 232-4842 or trenning@ or any other member of the Davis & Kuelthau Labor and Employment Team. Tony Renning is an attorney in the Oshkosh office of Davis & Kuelthau, s.c. (219 Washington Avenue). Mr. Renning provides counsel to private and public sector employers on a wide variety of labor and employment law matters. This article is intended to provide information only, not legal advice. For advice regarding a particular employment situation, please contact a member of the Davis & Kuelthau, s.c. Labor and Employment Team.

Green Bay

Fox Cities


Fond du Lac NEW NORTH B2B l JULY 2012 l 5


Since we last met Since We Last Met is a digest of business related news occurring in the Green Bay, Fox Cities, Oshkosh and Fond du Lac areas in the one month since the previous issue of New North B2B.

May 25 Gov. Walker signed an executive order authorizing automatic state certification to minority, woman and disabled veteran-owned businesses that have certified in the past. As of late May, there were a total of 1,429 certified businesses in Wisconsin that are covered by this executive order. Certified businesses can be eligible for bid preferences or a low-bid waiver on state purchases and contracts, and all certified businesses are listed in their respective State of Wisconsin directories circulated to corporate buyers in the U.S. and various state purchasing agents.

a $50 million manufacturing facility in the city’s Southpark Industrial Center. The city will provide nearly $630,000 in reimbursements to Plexus, develop nearly $500,000 in street and utilities infrastructure, and would essentially gift a portion of the land on Jensen Road on which the 410,000-sq. ft. facility will be built. Plexus officials have said the new facility will help retain 1,000 jobs in the area and add nearly 350 additional jobs. Wisconsin Economic Development Corp. had already committed to providing Plexus with up to $15 million in tax credits over a seven-year period for the jobs it creates and retains in Neenah.

May 29

May 25 Illinois-based Montclair Hotel Investors, owners of Radisson Paper Valley Hotel in downtown Appleton and Holiday Inn Neenah Riverwalk, defaulted on a $27 million balloon payment, sending the properties into court-appointed receivership. Officials from Montclair said the hotel properties would continue to operate normally up through the court appointment of a receiver.

May 29 The City of Neenah Common Council approved tax incremental finance assistance to support Plexus Corp.’s plans to build

Appleton ranked No. 6 among the 10 Great Cities to Raise Your Kids list compiled by The list compared nearly 400 communities in the U.S. and considered a variety of factors including crime rates, quality of education, recreational opportunities and affordability. The top city on the ranking was Omaha, Neb.

May 30 The Brown County Board of Supervisors approved a 15year agreement with PMI for it to continue managing Resch Center, Shopko Hall and Brown County Veterans



July 12 – Quad/Graphics new 10-story warehouse facility in Lomira collapsed and burned, killing Keith Freiberg, 22, of Fond du Lac. Other Quad/Graphics plants will work overtime to make up for the materials lost in the fire.

July 18 – The Wisconsin Department of Transportation scheduled a $3.5 million project to reconstruct North Main Street in Oshkosh up one year to 2010. The project will rebuild North Main Street from the Fox River to Irving Avenue.

2005 July 8 – The state Public Service Commission gave its final approval to Forward Energy Wind Company for a widely contested 133-turbine wind farm proposal in southern Fond du Lac and northern Dodge counties. Once complete, the Forward Energy project can have an operating capacity of 200 megawatts, which would generate enough electricity for 72,000 households.

6 l NEW NORTH B2B l JULY 2012

2010 July 21 – Network Health Plan’s more than 115,000 members will have access to ThedaCare providers and services beginning in August 2010 under an agreement forged between the two entities. The agreement is intended to expand the amount of choices available to Network members, who will continue to have access to Affinity Health System providers.

SINCE WE LAST MET Memorial Arena, a complex located in Ashwaubenon across from Lambeau Field. In addition to its regular rent paid to the county, PMI agreed to invest at least $1 million into improvements that will be needed in coming years to keep the facilities up to date. PMI generates its revenues from sales of tickets, concessions, advertising, suite rentals and parking.

June 1 The U.S. Department of Labor reported 69,000 jobs were created in May, leaving the national unemployment rate relatively unchanged at 8.2 percent. Employment increased in health care, transportation and warehousing, and wholesale trade, but declined in construction.

June 1 The state Department of Transportation authorized funding for a $146,581 project to improve pavements at the Fond du Lac County Airport. The crack filling and seal coating of the airport’s pavements is expected to be complete by the end of summer. The Federal Aviation Administration is covering $135,000 of the total cost, while the state is funding $5,790 and Fond du Lac County will pick up the remaining $5,791.

June 4 Green Bay-based WS Packaging Group, Inc. announced it acquired Consolidated Products Inc., a label converting company in Knoxville, Tenn. for an undisclosed amount. The acquisition allows WS Packaging to expand its capabilities and

its product offering to customers.

June 5 Wisconsin voters defeated the recall effort against Republican Gov. Scott Walker, continuing the four-year term he won in November 2010. Walker defeated Milwaukee Mayor Tom Barrett, a Democrat, with 53 percent of total votes.

June 6 Fox Cities Exhibition Center Inc., the community group planning the construction and management of a proposed 30,000-sq. ft. expo center in downtown Appleton, reported cost estimates to build the facility increased about $5 million to nearly $25 million as a result of a design change to the building and increasing construction costs. In announcing the cost increase, officials for the expo center group proposed a new funding formula that would set a flat 3 percent hotel room tax across all Fox Cities communities, which could generate nearly $17 million toward the project. Any such hotel room tax change would require approval from each of the 18 towns, villages and cities across the Fox Cities region.

June 6 Oshkosh Corp. announced Wilson Jones, executive vice president and president of its access equipment segment, is being promoted to president and chief operating officer effective Aug. 1. Current Oshkosh Corp. president Charlie Szews will continue to remain chief executive officer for the

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SINCE WE LAST MET company. Jones joined the company in 2005, and previously led its fire and emergency segment from 2008 to 2010 before taking over the access equipment segment.

June 7 Officials for The Wisconsin Timber Rattlers and the Fox Cities Amateur Sports Authority announced plans for a nearly $6 million renovation project to Fox Cities Stadium that will add a second level to include six new suites and a banquet hall capable of seating 250 people. The project also includes improvements to the customer service center, additional restrooms, a larger concession area, an expanded team store and enhanced player facilities. The majority of the project costs will be paid by the Timber Rattlers through their rent payments to the sports authority, which owns the stadium, though the Fox Cities Convention & Visitors Bureau also contributed a $400,000 grant. Construction will begin in late summer and is expected to be complete by March 2013.

June 7 The University of Wisconsin System Board of Regents approved a 5.5 percent tuition hike for the 2012-13 year to help accommodate a decrease in state assistance. The state’s current biennial budget reduced funding for the UW System by $250 million compared with the 2009-2011 budget.

June 7 The state’s Harbor Assistance Program approved a $720,000 grant to Noble Petro for installation of a vapor combustor

unit at its barge dock facilities at the Port of Green Bay. The project will allow Noble Petro to expand its business in Wisconsin and create up to eight new jobs. The state’s harbor program provides 80 percent of the funds toward qualifying projects, while the grant recipient finances the remaining 20 percent of the project cost.

June 7 The Oshkosh Area Board of Education approved hiring Stan Mack II as its next superintendent of schools, effective July 1. Mack recently served as the executive director of the Minnesota Board of School Administrators for the past years after retiring from a nine-year stint as superintendent of the Robbinsdale Area School District near the Twin Cities.

June 12 The City of Oshkosh Common Council approved a 15 percent increase in the storm water utility rate to fund several larger stormwater detention basin projects in the city. The new rate took effect on July 1.

June 12 City of Green Bay officials announced a plan to close a $700,000 deficit in the general operating budget by delaying the purchase of new police squad cars and extending a hiring freeze in the police, fire and parks departments. The deficit evolved earlier this year after contract negotiations fell through with union police officers in a deal that asked the union to accept reduced city pension contributions.

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SINCE WE LAST MET June 13 The Village of Ashwaubenon Board of Trustees approved a stormwater utility fee for municipal water customers to help maintain stormwater runoff and detention ponds, making it one of the last municipalities in northeast Wisconsin to implement such a fee. The village has always paid for stormwater management through its general tax fund, but the new fee will charge average residential property owners about $50 a year through their water utility bills. Proceeds from the new fee will pay for village ponds to be cleaned, dredged and maintained to comply with state Department of Natural Resources mandates. The fee will also cover costs for street sweeping and leaf pickup.

June 15 Wisconsin Power and Light Company, a subsidiary of Alliant Energy Corp., received approval from the Public Service Commission of Wisconsin to maintain its current retail electric base rates through 2014 and to reduce retail gas base rates by 7 percent in 2013 through 2014. WP&L indicated it’s expecting lower electric fuel costs in 2013.

June 18 ATW Outagamie County Airport received nearly $6 million in federal grants to help fund construction of a taxiway extension, replace concrete panels on one of its primary runways, reconstruct the north half of a taxiway, and finish paving the perimeter road around the airport property. The entire cost of the projects is expected to be about $6.7 million.

June 18 Fond du Lac County Circuit Court Judge Gary Sharpe ordered the City of Menasha’s request to annex the Darboy area of the Town of Harrison in Calumet County not be forwarded to the state Department of Administration for consideration. The Town of Harrison is currently going through the formal process to incorporate that area of the town into a village, which would include a little more than four square miles of property and about 7,400 residents. The court’s decision allows the town’s incorporation journey to continue moving forward.

June 19 The University of Wisconsin System unveiled a competency-based degree model of higher education that will allow students to earn credit for what they’ve already learned in school, on the job or on their own. Expected to be available to students online as soon as this fall, the new flexible educational model is expected to make UW college degrees significantly more accessible and affordable, with the ultimate goal of aiding Wisconsin’s workforce in closing the skills gap.

June 19 The N.E.W. Community Clinic was awarded $903,333 through the federal Affordable Care Act to expand access to its care for additional patients.

NEW NORTH B2B l JULY 2012 l 9




Build Up Fond du Lac

Build Up Oshkosh



- 1755 W. Fernau Ave., Oshkosh, FedEx Ground, a 13,950-sq. ft. addition to the existing distribution facility. Project completion expected in August. General contractor is Bayland Buildings of Green Bay.


4 - 100 W. Fernau Ave., Oshkosh, C Lakeside Packaging Plus, an addition to the existing warehouse.

- 1155 S. Military Road, Fond du Lac, Rolling Meadows Development, renovation of a former nursing home and an addition to the fourth floor for a 101-room hotel and conference center.

- 1061 E. Johnson St., Fond du Lac, Kwik Trip, a new convenience store, fuel station and fuel station canopy. Project completion expected in July.

5 - 1410 Algoma Blvd., Oshkosh, Paine Art Center & Arboretum, a 3,600-sq. ft. addition and remodel of the existing carriage house for a conservatory to host receptions.

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6/13/12 12:23 PM




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C - Indicates a new listing Project completion expected in December.


- 600 Block of Algoma Blvd., Oshkosh, University of Wisconsin-Oshkosh, a five-story, 340-bed residence hall. Project completion expected in July.


- 750 Witzel Ave., Oshkosh, CitizensFirst Credit Union, a new branch office. Project completion expected in September.


- 1725 W. 9th Ave., Oshkosh, C Kwik Trip, a new convenience store, fuel station and fuel station canopy.

11 9 - 1250 S. Koeller St., Oshkosh, T.J. Maxx, a new retail strip center development.

10 - 1990 Menard Dr., Oshkosh,

Qdoba Mexican Grill, a

new commercial restaurant building.

11 - 3601 Oregon St., Oshkosh, Fox Valley Technical College - Spanbauer Center, an 8,290-sq. ft. addition to the existing campus as well as a remodel of the existing building. Projects completed since our June issue: None

NEW NORTH B2B l JULY 2012 l 11


The Build Up department of New North B2B includes a monthly two-page spread identifying significant commercial and industrial construction projects ongoing in the Fox Cities area. C - Indicates a new listing

Photo courtesy of Boldt Construction Co.

Crews from Boldt Construction Co. of Appleton raised the top portion of the Little Chute windmill in early June. At right, a view of the handmade wooden gears inside the windmill.

1 - 2693 W. Grand Chute Blvd., town of Grand Chute, Appleton Alliance Church, a 105,300-sq. ft. addition to the existing church campus.

2 - 1825 N. Bluemound Dr., town of Grand Chute,

Fox Valley Technical College Jones Dairy Farm Culinary Theatre, a 6,800-sq. ft., 120-seat theater for culinary demonstrations. Project completion expected in December.


1313 Holland Road, Little Chute, Outagamie County Highway Department, a 2,406-sq. ft. addition to the existing county highway offices.


- 1801 Progress Way, Kaukauna, G&G Machining, a new 37,120-sq. ft. manufacturing facility. Project completion expected in October. General contractor is James J. Calmes Construction Co. of Kaukauna.

5 - 109 W. Second St., Kaukauna, East Wisconsin Savings Bank, a 25,000-sq. ft. addition to and remodel of the existing bank building. Project completion expected in September.

6 - 130 W. Main St., Little Chute,

Little Chute Windmill Inc.,

a windmill and village visitor center.

7 - 3813 E. Calumet St., Appleton, PH East of Appleton, a multi-tenant retail building to include AE Jewelers and a Qdoba Mexican Grill restaurant. General contractor is James J. Calmes Construction Co. of Kaukauna. 8

- 2605 S. Lakeland Dr., Appleton, Flair Flexible Packaging, a 13,935-sq. ft. addition to the existing industrial facility and a new parking lot. Project completion expected in September. General contractor is Keller Inc. of Kaukauna.


- 1205 Wittmann Dr., Menasha, C Appanasha Pet Clinic, a new veterinary clinic facility.

10 - 101 Main St., Neenah, Affinity Health System, a two-story, 31,400-sq. ft. medical clinic building. 11 - 651 S. Green Bay Road, Neenah, C Dollar Tree, a 9,508-sq. ft. addition to the existing retail store. 12 - 647 S. Green Bay Road, Neenah, C Festival Foods, a 74,603-sq. ft. retail grocery store building.

13 - 2460 Towerview Dr., Neenah,

American Enterprises LLC, a 13,950-sq. ft. warehouse and office building. Projects completed since our June issue: • Classic Gears and Machining, 2551 Northridge Dr., Kaukauna.

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Take the first step toward a professional, quality built construction project...

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9 2 0 . 7 3 3 . 3 1 3 6 y 866.966.3928 y NEW NORTH B2B l JULY 2012 l 13

BUILD UP GREEN BAY Build Up Green Bay The Build Up department of New North B2B includes a monthly twopage spread identifying significant commercial and industrial construction projects ongoing in the Green Bay area. C - Indicates a new listing

1 - 1966 Velp Ave., Howard, Vandervest Harley-Davidson, a 32,451-sq. ft. addition and renovation of the existing retail building. 2 - 1230 Hurlbut St., Green Bay, Oneida Energy Gasification, a 70,000-sq. ft. pyrolytic gasification electricity generation plant.

3 - 2301 Hutson Road, Green Bay,

Multipond America, a 24,000-sq. ft. remodel and expansion of the existing industrial building. Project completion expected in August. General contractor is Bayland Buildings of Green Bay.

4 - 921 S. Taylor St., Green Bay, Pioneer Credit Union, an addition to the existing office.

5 - 2851 University Ave., Green Bay,

Milo C. Huempfner Department of Veterans Affairs Clinic, a new 192,000-sq. ft. outpatient clinic for veterans services. Project completion expected in the spring of 2013.

14 l NEW NORTH B2B l JULY 2012

6 - 2970 Walker Dr., Green Bay, C Little Rapids Corp., a 97,000-sq. ft. addition to the existing industrial facility. 7 - Corner of County Road V & Allouez Avenue, Bellevue, Game Stop, GNC, Sports Clips and Verizon, a 9,200-sq. ft. multi-tenant retail center. Project completion expected in October. 8 - 486 Globe Ave, Ashwaubenon, C Pioneer Metal Finishing, a 9,800-sq. ft. addition to the existing manufacturing facility. 9-

1800 Lawrence Dr., De Pere, Bellin Health - De Pere West, an addition and alteration of the existing health care clinic. Projects completed since our June issue: • Grand Central Station, 1575 Lineville Road, Howard. • KI, 1330 Bellevue St., Bellevue. • Grand Central Station, 1511 Lawrence Dr., De Pere.



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Title: The Diversity Index: The Alarming Truth About Diversity in Corporate America...and What Can Be Done About It Author: Susan E. Reed Publisher: AMACOM (August 2011) Pages: 294 List Price: $27.95

The decrease in the amount of total hydroelectric production in Wisconsin from 2008 to 2009, the most recent years for which data is available. In 2009, total precipitation in Wisconsin fell by 11.7 percent from 2008. Source: Wisconsin Energy Statistics Report 2010

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Things of Ten 1. Throughout the Bible and Talmud, ten signifies perfection and completeness of order, implying that nothing is wanting. Historically significant, the number also represents testimony, law and responsibility. Examples: The Ten Commandments, tithing, and the Ten Plagues of Egypt. The list is lengthy: “ten” or “tenth” are mentioned 321 times throughout scripture.

8. Demi Moore. Not kidding. She has her demons like all of us (except me), and the media continue to feed on them. But I accept her as she is, especially in a metallic unitard. There was Bruce and Ashton and maybe Joe. Maybe I’m next in line. I’m very patient where miracles are concerned.

2. The highest positive score that can be achieved on any marketing communications execution run through the Crap-OMatic® filtration system. A score of 10 on the Crap-O-Matic means I don’t need to change the filter for the next subject, saving me time and money. 3. Bo Derek. Just kidding. That film sullied Ravel’s Bolèro, which used to be one of my favorite impressionistic works. But ever since seeing “Ten,” that hazy free enjoyment has been permanently replaced with very hard lines of those beaded blonde locks undulating in unison with the tune’s steady build to… Never mind. I threw my recording away. And I always vacate a tea room if they play it. 4. Music. #10 (The Guess Who); Ten (Pearl Jam); Chicago X (Chicago); 10 (Enuff Z’Nuff); 10 (Liroy); 10 (Hombres G); 10 (LL Cool J); 10 (Kate Rusby); 10 (Wet Wet Wet); and Ten (Ten). And that’s only ten of them. 5. The Big Ten, including the University of Wisconsin, home of “The Wisconsin Idea,” where the vision faithfully strives to engage with the public in order to address pressing issues. Jump Around!

9. The poundage of Doo, my Euro-style capuchin monkey, who should fall between the normal weight range of three to nine pounds. That’s what condo living does when you’ve been disciplined to refrain from swinging on light fixtures and you’ve been repeatedly demoralized by a treadmill with handles too high for you to grasp. The cluster of telltale tufts of monkey hair tangled in the skip-coated recesses of the wall testifies to his diligence.

6. The percent of my exclusive Armani boxer collection set on fire because each pair was worn during review of creative marketing communications which fell way too deeply into the burning pit of waste. (This is no slur whatsoever on the impeccable quality of Armani. Often they only heat up uncomfortably, but still return from my laundry service in likenew condition.)

10. The number of years of perseverance and excellence it takes a publication to prove its value to its audience. Considering at least 80 percent of new businesses fail in the first year, 10 is an impressive number. Happy anniversary New North B2B. You’re going places.

7. The average count of “eensy-weency” glasses of 1996 Arran Premier Single Cask Sherry Mother Stronglove enjoys to prime her digestion before dinner. Even if its only a toasted crumpet with a wedge of Laughing Cow® light Swiss cheese and some fresh melon because she feels her girlish figure is threatened and wants to police those calories.

Behind the façade of Mr. Stronglove is an advertising professional wielding strategic and conceptual stealth in all forms of media (except book jackets). Send comments (or crisp twenties) to To submit work for review, it must be attached as a PDF in Adobe format with no other attachments.

NEW NORTH B2B l JULY 2012 l 17


ighting p L u profits

Photo by Stolley Studio


fieldhouse at

Menasha High School

is aglow with no other

illumination other than the sun thanks to light pipes installed on its roof by

Achieving bottom line growth through energy savings in a business environment Story by Lee Marie Reinsch

Security Luebke Roofing of Kaukauna.

18 l NEW NORTH B2B l JULY 2012

COVER STORY Last time that Belchello’s 16-meat pizza pulled your arm in to your supermarket’s freezer, did you notice the lights? Thought not. But grocers tend to notice them, especially when the power bill arrives and never seems to get any smaller. That’s why Piggly Wiggly and many other northeast Wisconsin companies are working to replace those inefficient lights – along with fans, motors and other things that whir, hum and glow – with more energy-saving versions. “People are interested in saving energy; the ‘fad’ isn’t going anywhere,” said Steven Klessig, architect and vice president of architecture for Keller, Inc., a Kaukauna design/build firm that focuses on energy efficient construction. Klessig also advises the state’s building commission, which sets building codes for safety and energy-efficiency across Wisconsin. The Pig’s freezer lights are being changed to LED (lightemitting diode) and the old magnetic blower motors are being switched out to electronic ones, all to provide energy and cost savings. “They use probably 30 percent of the energy of the (older) motors,” said Dave Wiertzema, project manager for Menashabased Faith Technologies, the company doing the work for Piggly Wiggly. “That’s quite a savings.” The coolers themselves are in good shape and don’t need to be replaced, and switching out evaporator motors is a quick turnaround with a quick payback. “In two years or less, they pay for themselves,” Wiertzema said. “If you have a cooler that is 15 years old, those motors are going to fail at some point.” The cost to replace or repair the old motors one by one through the refrigeration company or contractor would far exceed the cost of replacing with new all at the same time, according to Wiertzema. Projects such as these tend to have a fairly attractive ROI, and that’s important to business owners, Wiertzema said. “They will want to see the return on investment on the individual measures,” he said.

Good news, bad news and more bad news The good news about Wisconsin is that our overall energy use is down compared to a decade ago. But twofold bad news comes with that: A big reason we’re using less energy is that many factories and businesses have shut down in the past several years. And, ironically, the less energy we use, the higher our rates go, as delineated in a report by the Public Service Commission on Wisconsin’s renewable portfolio standards. “Renewable portfolio standards” describes the variety of types of renewable energy sources (such as wind, solar, hydropower, biomass, etc.) that Wisconsin uses, and refers to the idea that the energy comes from a collection of different energy sources, rather than just one. The “standards” part refers to the agreement passed by the state legislature in 2006 requiring 10 percent of the energy Wisconsin buys to come from renewable sources beginning in 2015. “Renewables are not as cheap as a coal plant or nuclear but have a value (in) that they are clean sources of power,” said Matthew Pagel, communications and policy liaison for the Public Service Commission of Wisconsin. We’re on target to make that 10 percent goal by 2015,

according to state Department of Administration deputy secretary Chris Schoenherr. Most of our energy in Wisconsin still comes from coal, though.

Seven-year itch Energy-efficient versions of gadgets tend to be notoriously expensive. It can take 14 to 15 years for a commercial geothermal heating/cooling system to pay for itself, according to a 2009 report by Energy Center of Wisconsin. In the ballpark of $40,000 for a home geothermal system, the upfront price tag can scare people, although some vendors say the projects can pay for themselves and even make money after just a few years. Solar photovoltaic also can be intimidating, with a typical 15- to 20-year payback, according to Wiertzema. An LED light bulb can cost 15 times what an incandescent one does. Granted, it uses one-quarter of the energy and can last up to 25 times longer, according to the U.S. Department of Energy. And although LED light prices are down compared to when they first came out, the higher cost still can be tough to swallow. “These devices cost more than regular devices, so if (business owners) can’t pay for it in seven years, they aren’t going to buy an energy-efficient model,” Klessig said. “The savings in energy has to pay for the extra cost of the equipment.” The green building movement is the most significant movement in home and commercial office design to come along in a long time, he said. It’s led to many good changes in the way buildings are designed, built, powered and even in the way construction debris is disposed. “There are a lot of people who thought the green movement was a passing fad, like artistic or design, but the green movement is so unique it really has staying power within our industry,” Klessig said. “It’s gotten a lot of traction.” It culminated with the Green Building Alliance’s creation of the Leadership in Energy and Environmental Design (LEED) program, the certification process by which architect and building owner can define, quantitatively, what “green” building is, according to Klessig. But some business owners have been turned off by the regi-

On the Web Wisconsin Public Service Commission Strategic Energy Assessment Report Energy Center of Wisconsin Ten-Year Update: Emissions and Economic Analysis of Geothermal Heat Pumps in Wisconsin

NEW NORTH B2B l JULY 2012 l 19

COVER STORY men of LEED. The paperwork, expense and bureaucracy required in order to comply with its strictures can be overwhelming, especially for small or mid-sized businesses, Klessig said. And that’s where most of the new construction is happening. “The LEED process was its own worst enemy,” Klessig said. “It’s too costly and too onerous of a system, and many building owners that want to be conscientious and good stewards of the environment are not doing LEED because of its cost and bureaucracy.”

It’s just easier being green Bypassing the LEED merit badge doesn’t mean these rebels are any less motivated to be energy conscious – they just aren’t going to pay for someone to tell them they’re officially green. “They want their architect and builder to tell them all the great ways the industry has come up with to save energy,” Klessig said. “They want to know what it costs and how long will it take to pay for it. “The business community has more or less established that if an investment’s return takes longer than seven years, it’s not a good business decision, unless it’s for an ulterior motive” such as public relations or prestige, Klessig said. So what are all these ‘great ways the industry has come up with to save energy’? Since he’s an architect, Klessig instinctively reaches for the beginning of a new construction for that answer. He notes several factors to keep in mind when designing a building: • Orientation (of a building) to the sun, wind and shade. • Building into the ground. • Taking into account the natural environment and the impact it has on your building. • Not facing a glass wall to the north. • Putting the garage (or storeroom) on the north side to buffer the space from the north wind. • Planting a tree line to shade the building from the radiation gain from the sun’s heat. • Creating daylighting. “All of those things are things an architect can do at the beginning of project design,” Klessig said. Then there’s the building itself – factors such as the amount of insulation it has, the volume of the spaces themselves, the height of the ceilings, the amount of glass via windows and doors – that affect the amount of energy used. “You see buildings that are much bigger than they need to be from the standpoint of energy efficiency, but they are done for aesthetic reasons or spiritual reasons,” Klessig said. “There are more influences on building design than just energy.”

Clamp down on amped-up lamps Re-lamping with high-efficiency fluorescent lighting can usually be paid for in 1½ years, Klessig said. “Businesses look at it and say it’s a no-brainer. Lighting is the best example of a very smart, well-designed, well-priced alternative that has really proven itself for business and commercial building owners.” One lighting solution that keeps popping up in conversation: The solar light pipe, like the one developed by Orion Energy

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Photo by Stolley Studio

Light pipes installed on the roof of Menasha High School cut energy costs. Systems in Manitowoc. The light pipes use no electricity and can replace artificial lighting during daylight hours. From a bird’s eye view, they sit on the roof and look like oversized soap bubbles. From the user’s perspective inside a building, they just look like recessed lights. Mirrors inside the bubbles help amplify the sun’s rays. Barry Campbell of Kaukauna-based Security Luebke Roofing, which is a dealer and installer of the Orion light pipes, said his customers have been happy with the energy savings they’re seeing. The light tubes can be found in some of the biggest commercial buildings in the area, Campbell said. One of Security Luebke’s first experiences with light pipes was with Festival Foods in Suamico, which opened less than two years ago and entailed some 300 light pipes. “If you have a 100,000-sq. ft. Walmart and you don’t even have to turn the lights on for most of the day, that is a big savings,” Klessig said. He knows people who have re-lamped their new buildings because they started out with traditional lighting systems. “They do it because they can pay for it in a year and a half,” Klessig said. “The question is why didn’t you put it in in the first place? High-efficiency lighting has been around for 10 or 12 years. Sometimes business people make the wrong decisions – they don’t have good architects, or they go to electricians to advise them.” To compare, a typical fluorescent light in an office delivers the equivalent of 70 candles per square foot of work surface. On a sunny day, the sun delivers the equivalent of 1,000 candles per square foot, Klessig said. “So it’s quickly understood why daylighting is such an important design principal to incorporate into a building,” Klessig said. “It’s not just nice for people and gives them a sense of well-being, it makes good energy sense.”

There’s an app for that Those thinking about re-lamping can calculate the energy they’d save by upgrading to high-efficiency components with a widget at the Faith Technologies website, “We thought as long as people are researching stuff on the

COVER STORY web, this is another tool to add to that,” Wiertzema said. “If people are looking at us, they could actually go in there and do some simple calculations.” You or I might not know our 250-Watt MH light from our 2 Lamp T12 ES, but a facility maintenance manager would, Wiertzema said.

They save you dough (or they don’t eat) Even before Domino’s came up with its love-their-pizzaor-it’s-free guarantee, energy-performance contractors have been guaranteeing that their customers will come out ahead by replacing old equipment with new. Though not a household term by any stretch, energy-performance contracting has been around since the early 1980s. It’s only been the last four or five years that the State of Wisconsin has gotten into the act. How it works: Essentially, private companies such as Johnson Controls, Siemens or Honeywell are contracted to assess current equipment such as furnaces, boilers and other energy consumption, then calculate any savings that could be achieved if the old equipment were replaced with new. “They (the private contractor) guarantee those savings to the individual user, which in this case is the State of Wisconsin, so the risk is on them,” said Schoenherr from the state Department of Administration. “They are paid through the savings. They have to produce those savings in order to get paid.” It’s been a successful program for the state. “It’s something a fair number of commercial/industrial cus-

tomers can do and often do, even outside the statewide program,” Schoenherr said. “So there’s kind of a private industry – a private business piece – that is also tackling the energy efficiency piece and doing it quite successfully.” The state will have put $100 million into performance contracting over the 2011-2013 biennium to help state buildings save energy, according to Schoenherr. That’s up from $80 million the previous biennium.

iPhone efficient No one can deny that we have more electronic gadgets and gizmos today than we did 30 years ago. With everyone plugged in, logged on and charging up 24 hours a day, what’s that doing to corporate energy bills? Not much, says Keller’s Klessig, and he can tell us how he knows this without knowing anything about electronics. “I used to have to put huge air conditioning systems in computer rooms because the electronic devices were creating so much heat. You know that if it’s creating a lot of heat, it’s using a lot of electricity; then if you have to use energy to cool that heat, it’s even more costly,” he said. But today’s equipment is much more efficient and gives off much less heat. “I wouldn’t say handheld devices and phones are anything to be concerned about,” he said. “If you said manufacturing them was inefficient, that’s a whole other debate.” Lee Reinsch writes and edits from Green Bay.

It takes more than 100,000 nails to finish the average construction job. But, it takes only one construction company to deliver an exceptional finished product, down to the last nail.


N2193 Bodde Road • Kaukauna, WI 54130 • (920) 766-7940 • NEW NORTH B2B l JULY 2012 l 21


Multicultural matters Workplace diversity, inclusion programs can help keep valued staff

Story by Robin Driessen Bruecker

People of different cultures, customs, languages, and abilities are becoming increasingly intertwined. Businesses and communities that have consisted largely of one group of the human race are working to make newcomers from other groups feel welcome. And as older workers retire, businesses competing for new employees cast out farther and wider into the talent pool. “It is important for all employers to reduce barriers and develop an inclusive attitude that values the traditions, cultures and differences their workforce offers to them,” said Lisa Maas of the human resource services department at Northeast Wisconsin Technical College in Green Bay. “The Internet has made it possible to have business opportunities throughout the world. With that possibility comes the reality that we are working with individuals that may not have the same belief or value system. Different – not wrong, not bad, not better – just different. “To be successful, employers need to invest in programs and opportunities that continue to close the knowledge gap and support interactions that reflect acceptance and appreciation.”

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Taking initiative NWTC has had a staff member devoted to the college’s diversity initiative for more than 10 years. In addition, staff and students serve on a diversity committee that focuses on employment and student-based issues at the campus. The college’s goal is for students and staff to reflect the communities it serves, Maas said. Student diversity has increased to 10.3 percent who are non-white, while racial minorities account for 6.6 percent of the college’s employees. “There are also students from 50 countries,” Maas said. Aurora Health Care also has had diversity, inclusion and cultural competency initiatives in place for more than a decade. “We needed an organizational culture that understood and respected the uniqueness, values and behaviors of others,” explained Rhonda Taylor Parris, director of workforce planning. This included a workforce that represented different ethnic backgrounds and experiences so Aurora’s services would be responsive to patient and employee/caregiver needs. Part of Aurora’s diverse population comes through a national paid-internship program called Inroads that links college

HUMAN RESOURCES students of color with sponsoring companies, with the interns often hired upon graduation. “Aurora currently has 18 interns and has had as many as 33 at one time,” said Parris. “Our conversion rate (actual job placements) has been around 85 percent of the interns who completed their degree.” In the Fond du Lac area, it became evident two years ago among local human resource directors and business executives that inclusion was gaining importance as a business strategy, noted Diana Hammer Tscheschlok, community development educator at the Fond du Lac County University of Wisconsin-Extension. “The workforce is becoming more diverse at the same time it is shrinking – Baby Boomers are retiring and kids are more racially and ethnically diverse. Locally, we don’t have enough workers to replace Baby Boomers. Attracting workers who can literally go anywhere in the world to work will mean our workplaces need to be known as great places to work. Inclusion efforts that allow all workers to participate to the fullest are one strategy for this.” Part of inclusion is being mindful of issues that may not be apparent to the majority. “National origin, physical/mental disability, sexual orientation, and religion could all be non-visible in the workplace,” said Hammer Tscheschlok. “Institutional bias can come across regardless of whether other employees intend to offend or not. “A fictitious example of this might be having a Christmas party and assuming that all employees are going to attend whether or not they are Christian. Another example would be having most major work-related social events at bars. Employees recovering from alcoholism may not feel comfortable attending and may miss out on key trust-building interactions with supervisors, and negatively influence their potential for promotions.”

– addressing unique talents or needs – brings the most success. “A fictitious example would be a company that determines all employees have 10 holidays per year (identity blind), though Jewish employees may take Yom Kippur rather than Christmas Eve if they choose (identity conscious),” she said. “Another fictitious example would be having six accountants with the same job description and wage. If one of them is bilingual/ bicultural Spanish, the workplace adjusts the job description to best use these talents and skills and maybe discovers a new market they didn’t have access to before. Policies which prevent employees from using and growing new skills are a loss for an organization in a worker-shortage environment.” At NWTC, new employees undergo cultural awareness training and the entire college participates in a 10-week training program, Maas said. Ongoing services for staff and students are provided by NWTC’s Center for Global Cultures. Students also have access to diverse student clubs and bilingual staff, Maas noted, and may choose Career Launch programs in which they learn a skilled trade with the assistance of an English language learner instructor. Numerous multicultural events, open to the community, are offered annually for education and entertainment. Displays on campus walls feature African American, Hispanic, Asian and Native American writers, poets, educators, musicians and athletes, Maas said. For its efforts on campus and in the community, the college received the 2008 People, Possibilities and Progress Diversity Award from New North Inc. and the 2011 Wisconsin Society for Human Resource Management Workplace Diversity Advocate Award.

The components of a diversity plan Along with UW-Extension specialist Gary Green and with the input of local human resources managers, Hammer Tscheschlok designed a confidential inclusivity survey that was distributed to 341 employees of three Fond du Lac area companies in 2011. Hammer Tscheschlok noted that while the results represent a small sampling of area employees, they bring new information to light that demonstrates that being inclusive applies to homogenous workforces as well as those with diverse demographics. “All of us, regardless of our demographics, have ways that we are different from others, need special attention sometimes, or have gifts that we bring to the workplace different from our peers,” she explained. “Examples of this are people caring for aging parents who may have more doctor appointments than average, single parents who prefer to work 7-3 to match the school schedule, etc. “The job of an employer is to figure out how to best plug people into their work in a way that matches the employee’s needs, grows the employee’s skills and enthusiasm, and improves the business outcome for the company. Employers who think as much about who is doing the work and how it is being done, in addition to what is being done, are most successful at this.” Another survey is being conducted this summer. Hammer Tscheschlok said research found being both “identity blind” – treating everyone the same – and “identity conscious”

NEW NORTH B2B l JULY 2012 l 23

HUMAN RESOURCES Aurora Health Care has several diversity strategies that include cultural competence training across the organization; materials on effective provider/patient communication techniques and providing culturally competent performance appraisals, among others; and training for Aurora’s recruiters on hiring a diverse workforce, according to Parris. “Aurora strives to create an inclusive environment so that all of our caregivers feel that it is a place where they can bring their uniqueness, diverse skills, talents and experiences to assist Aurora in fulfilling its mission and goals,” said Parris. Inclusion Index responses in Aurora’s annual caregiver satisfaction survey show the organization has had success. “The ‘strongly agree’ responses in this index have consistently increased since the integration of diversity in our culture,” she said.

Diversity: priceless While a diversity plan can be a budget issue for some companies, there is inherent value in a diverse workforce. “Aurora does not look at what it costs us in our journey to becoming a culturally competent organization,” said Parris. “We look at it in terms of what it would cost us if we weren’t. The quality of our care would suffer if we were not striving to provide a culturally competent organization, thus resulting in higher costs to us, possibly unfavorable outcomes for our patients and decreased patient satisfaction.” Parris added that Aurora partners with its local workforce area investment board, through which Aurora receives training

24 l NEW NORTH B2B l JULY 2012

Anything that companies can do to minimize turnover is in their best interest, especially given the worker shortage on the horizon.

Diana Hammer Tscheschlok, community development educator Fond du Lac County UW-Extension funds for employees. “As our communities become more diverse, we need to employ individuals and prepare students who have the skill set to thrive in a global environment,” said NWTC’s Maas. “It is a business imperative that we dedicate the financial and human resources to the initiative.” For smaller businesses that don’t have a large budget or staff to devote to a diversity program, Maas noted, “Community organizations, including your local educational institutions, often have individuals available to reach out to employers working to decrease the knowledge gap and build an environment of inclusivity and acceptance.” Once talented employees are hired, steps should be taken to ensure their retention. “The cost of losing good employees is huge in terms of the time and staff hours needed to recruit, interview, hire, retrain,

HUMAN RESOURCES and onboard a new person,” said Hammer Tscheschlok. “Anything that companies can do to minimize turnover is in their best interest, especially given the worker shortage on the horizon. “Many new employees will be recruited from other parts of the state, country and world. Our work locally is indicating that anyone ‘not from around here,’ regardless of race and ethnicity, has a hard time breaking into existing social networks. Employers who can promote a welcoming atmosphere that values the whole person will keep employees longer and get more productivity and creativity from their employees.”

A welcome environment Helping new employees feel like part of the team can involve simple gestures. “Become more aware of how work is done – ask yourself whether the format of meetings or the way other tasks get done are exclusive to some who should be there,” Hammer Tscheschlok explained. “Could I send the agenda ahead of time so introverts have a chance to internally process what we will discuss? Are line workers in a manufacturing operation consulted when a change will be made in their job? What ideas might they have for new tools that would help them do better?” One example of a business fostering a multicultural environment without a formal diversity program is Mid-States Aluminum Corp. in Fond du Lac, which has a diverse staff and makes the inclusion of every one of them a priority. “We are more focused as an organization on inclusion through the expression of our mission statement,” said Sue

Roettger, director of human resources, which is based on the notion of achieving progress through its people. “This has resulted in a very successful environment where people are encouraged and rewarded for sharing their thoughts and ideas,” said Roettger. The company practices employee programs like wellness, English language learning, and Green Belt training. The nearly 200-employee company can boast about 75 percent of its employees have been with Mid-States at least 10 years. “We have been a profitable company every year over the last 10 years even during the economic downturn due to this inclusiveness,” noted Roettger. “Our health care costs have only risen on average 2 percent over the last four years. These statistics are all due to the involvement and inclusion of all our associates.” For its efforts, Mid-States Aluminum received a 2011 New North Workplace Excellence Award. “Research shows that diverse teams come up with better solutions than homogenous teams if the diverse teams are experienced in communicating across differences,” said Hammer Tscheschlok. “Our workplaces are going to become more demographically diverse over time. The successful companies will be the ones who know how to leverage that diversity for better business outcomes.” Robin Driessen Bruecker has 16 years experience in magazine and marcom writing. Contact her at robinbrueck@yahoo. com.

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or 50 years we’ve delivered the technology and the human know-how to make your business run more efficiently. Our local representatives have decades of experience with the most cutting edge technology available bringing you efficiency, productivity and unmatched service. Find out how our team members can deliver winning business solutions. Visit our website today.

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NEW NORTH B2B l JULY 2012 l 25


Firefighters of northeast Wisconsin Firefighters update Caramel Crisp & Café

After two months of digging into the operations of Caramel Crisp & Café in Oshkosh, consultant Mike Thuecks with Green Bay-based SM Advisors has met with owner Chanda Anderson on a handful of occasions, met separately with Anderson’s husband, Pete, and met privately with two of Caramel Crisp’s key employees. The discussions helped provide perspective into some of the challenges Anderson faces in growing her business. “The findings are fairly typical of many businesses of this size,” Thuecks said. “Chanda has become slave to the master. She spends a ton of time in the business just to make sure she can feel the pulse. Her and Pete’s life is consumed by it and all of us agreed that one of the Anderson main objectives is to create a business that doesn’t require them to be active 24/7.” Like many businesses that move into their second and third stages after start up, business owners often start off with strict discipline tracking measurable data and referencing it to make key decisions about the operation. As the business grows and the owner becomes more consumed managing the growth, that discipline tracking results sometimes becomes compromised. “(Anderson) kept awesome data when she first started and used it to make good decisions,” Thuecks noted. “She knew the number of customer visits, what they were purchasing in great detail, understood which days and hours were better, and even took note of the Thuecks weather conditions.” As the business grew, Anderson found less time to manage these tasks and simply let the tracking process slip away. Now all she sees is the month-end revenue numbers and doesn’t know why she is growing at the rate she is,” Thuecks said. “She’s on an amazing stretch of being up every month over the year prior, but can’t be precise in understanding why.” Thuecks has an extended strategic session planned for just Anderson and her husband later in July. Using the proprietary Stop Selling Vanilla Ice Cream Process developed by SM Advisors president Steve Van Remortel, the Andersons will work on better understanding what makes Caramel Crisp special and defining its competency, which is the reason why customers patronize it. Guident Business Solutions LLC

26 l NEW NORTH B2B l JULY 2012

“Their (Chanda and Pete) drive and ability to take on risk is key to being a true entrepreneur,” Thuecks said. “The beauty of Chanda is that she doesn’t seem to be doing this for herself, but for others. She loves employing great people, she enjoys each and every customer visit, she is proud of the Caramel Crisp heritage, and she is driven to see downtown Oshkosh thrive. But most of all, she is given energy by being able to volunteer and serve the less fortunate.”

Bridal Elegance and Formalwear

In our other Firefighters episode, Kaukauna’s Bridal Elegance and Formalwear owner Lu Ann Vander Zanden described her work over the past two months with Appleton-based Guident Business Solutions as “an eye opener.” Guident owner Gary Vaughan consults with business owners from the perspective that every business decision is a financial decision at some level, and the business owner needs to regularly stay on top of their financial documents. Vander Zanden said she’s learning about profit and loss statements, as well as automating the vast amount of inventory she has in stock. “Currently we have it all in paper form and it’s difficult to manage,” Vander Zanden said. “Companies that we deal Vander Zanden with discontinue gowns all the time and we are constantly updating inventory. The inventory is so large at this time that I need to look at creating a new budget for the inventory and to identify where we do well in sales and what items maybe I don’t need to continue selling.” Vander Zanden said she can tell it will be valuable data because she only purchases inventory twice a year and needs to know how much she has available to spend when going to the market. Another area of Bridal Elegance’s operations that’s escaped Vander Zanden’s control has been the marketing budget. She said she advertises in every phone book, on the Internet, television commercials, hand out bags, cars, coffee mugs, street signs, billboards, placeVaughan mats, high school yearbooks, calendars, bathroom stalls and local high school basketball programs. “In this business it felt like I was getting hit from every angle for advertising,” Vander Zanden said. “This year was no exception and I spent double what

On the Web

SM Advisors


I should have.” With Vaughan’s guidance, Vander Zanden will be seeking help from a marketing professional to identify where she should spend her advertising budget. Vander Zanden said she and Vaughan have also been able to discuss building maintenance, which has been another emotional and financially draining issue. Vander Zanden owns the 110-year-old historic retail building in downtown Kaukauna, but has put a large sum of money into new windows, awnings, painting, brick work and a rubber roof during the past two years. “I think we have one of the largest retail buildings (in downtown) and we are proud to show it off!” she said. “Hopefully with a completed budget we can accomplish more maintenance in the next year to get our upstairs completed.” In addition, Vander Zanden said she and the team from Guident have been discussing changes to the bookkeeping software and investigating the possibility of revamping the store’s logo and brand identity.

Methodology New North B2B kicked off its 2nd annual Firefighters of Northeast Wisconsin initiative in April 2012, aimed at assisting those northeast Wisconsin small business owners who feel as if they’re constantly burning the candle at both ends, putting out fires, spinning their wheels, but intent on finding a way to improve. We put out a call for nominations back in January. In the end, our staff selected two area businesses for this endeavor: Bridal Elegance & Formalwear of Kaukauna and Caramel Crisp & Cafe of Oshkosh. Through the generous help of Steve Van Remortel and Mike Thuecks of Green Bay-based SM Advisors and Gary Vaughan of Guident Business Solutions in Appleton, the two dedicatedto-improve businesses are receiving four to five month’s worth of consulting at no cost to help their owners work on the strategy of growing their business rather than regularly attending to problems. B2B is providing a monthly update on the progress of their efforts in each issue leading up to a capstone article in the October 2012 issue of New North B2B magazine.


Leaders Decisions


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peers helping peers grapple, wrestle and come out on top with sound solutions to serious and significant business obstacles and, most importantly, new business opportunities. Our membership network has experience with a wide gamut of issues such as: Working with entrepreneurs Risk-taking Dealing with ownership in transition Finding the most effective personnel Strategic planning Benefit and retirement planning Doing business globally Implementing new technologies

TEC offers programs, products

and services for large and small companies. Contact us today to start moving your business forward. Michele Bernstein


NEW NORTH B2B l JULY 2012 l 27

– John F. Kennedy

Congratulations New North B2B on your 10-year anniversary. Not only do we share a similar name, but we share in furthering the economic development mission of our community, region and state. We appreciate your team’s individual contributions over the years as well – from Sean Fitzgerald’s past leadership of the Small Business and Entrepreneurship initiative to Carrie Rule’s commitment to the New North’s annual summit.

To find out how you and your small business can get involved, visit our website and click on get involved.

“The secret of success is to do the common things uncommonly well.” –RAY KROC Davis & Kuelthau attorneys combine their extensive experience with innovation to guide you through your legal issues.



A retrospective on the past decade of B2B By Sean Fitzgerald, New North B2B publisher and co-founder

I don’t know how many business owners start an enterprise and sport a definitive vision for where that business will be in 10 years. I know I didn’t. Five years out? Yes, but in much of a shootingfor-the-stars, idyllic sense of visioning that anyone writing a business plan is coached to prognosticate. One or two years out? That’s a more realistic course to chart.

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10th ANNIVERSARY July 2002

The premier edition of Lake Winnebago B2B is mailed to nearly 2,200 members of the Oshkosh Chamber of Commerce and Fond du Lac Area Association of Commerce. The cover, an aerial photo of downtown Oshkosh, illustrates the inaugural cover story focusing on downtown revitalization projects in both communities.


A timeline through the years October 2002

B2B’s inaugural Best Places to Work Award recognizes 4imprint in Oshkosh and Society Insurance and RB Royal Industries, both of Fond du Lac, as leading employers.

Ten years ago, I certainly couldn’t have predicted how B2B would have evolved in its mission to bring northeast Wisconsin professionals valuable, easy-to-use business intelligence on the issues impacting the business environment in which we all operate. The concept for B2B was hatched in late 2001 with the notion that as the region’s communities continued to increase the commercial and workforce interaction between one another, there existed a greater need to share the economic successes and lessons from our neighbors down Main Street or a few miles up U.S. Highway 41.

Marketplace Magazine had been in existence for 12 years at that point – and along with Northeast Wisconsin Business Review which Bob O’Donnell published from 1988 to 1993 – both had laid the groundwork for the role a regional business media could serve in northeast Wisconsin. And while Marketplace had one framework for a regional business publication already in place, we felt that a more geographically intimate, reader-focused approach to topics tailored specifically for local entrepreneurs and small business owners might better serve the region’s business professionals.

Congratulations to our friends at New North B2B on your first 10 years! We wish you many more years of success. Dr. Susan May President Fox Valley Technical College

Services for Business & Industry

Small Business Success: Best Practices – Thursday, July 12 Connect with other entrepreneurs and learn strategies from various experts. at Fox Valley Technical College

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Don’t Ventur miss the eC new m enter’s breakfa onthly st serie s!

NEW NORTH B2B l JULY 2012 l 31

10th ANNIVERSARY 2003 November 2002

Our first political endorsements recommend then-sitting Republican Gov. Scott McCallum for a full four-year term. He eventually lost the three-way race between Libertarian Ed Thompson and Democratic state Attorney General Jim Doyle.

October 2003

April 2003

B2B’s first-ever Best Area Web Sites honor 4imprint, Brenner Tank in Fond du Lac and Grand Opera House in Oshkosh. The endeavor aims to recognize area firms for their Web savvy.

Deeper shade of soul We didn’t develop B2B to profile the largest employers in northeast Wisconsin so that their CEO could grace the cover and provide them a trophy to frame, mat and showcase on their boardroom wall. For certain, there’s plenty of opportunities for a publication to generate additional revenue with such a format, but it’s mostly self-serving for the company that’s profiled and doesn’t always lend much value to the average reader. We set out with a goal of making B2B different from other business publications readers were familiar with – not simply for the sake of being different – but to genuinely provide readers with a valuable experience they look forward to receiving in their mailboxes each month so that they might improve the

32 l NEW NORTH B2B l JULY 2012

B2B becomes one of the first media organizations in Wisconsin to share localized comparisons of health care costs for certain common procedures at hospitals across our coverage area. We’ve continued to present this comparative data each year since and have expanded the scope of the information provided.

manner in which they conduct business, whether in identifying a new sales lead or in tweaking a practice in their day-to-day operations. With valuable input, assistance and ownership from former newspaper colleague Ryan Buck – still a partner in B2B today – we crafted a unique format for a regional business publication that could be operated by a lean staff, serve smaller to midsized markets with populations of a quarter-million or fewer, and be easily replicated into other similar markets in Wisconsin and the Midwest. During this start up period in May and June of 2002, another former colleague, Jana Tappa, helped develop a layout design that moved readers efficiently through B2B while allowing them to retain valuable information from each article and brief.


December 2003

The monthly From the Publisher column advocates a regional economic development entity serving northeast Wisconsin. The Northeast Wisconsin Economic Opportunities Study initiated at the same time would eventually lead to the creation of what is now The New North.


January 2004

The premier issue of Chippewa Valley B2B rolls out to readers in the Eau Claire, Chippewa Falls and Menomonie region. The monthly sister magazine of Lake Winnebago B2B expands our unique style of business coverage further in the state.

May 2004

B2B Publisher Sean Fitzgerald is named Wisconsin Business Journalist of the Year by the U.S. Small Business Administration, and later earns a similar honor for the Midwest Region and is a finalist for the national recognition.

3...2...1...Lift off Having worked two months to gather and fine tune content that fit our unique approach to business journalism, Lake Winnebago B2B rolled out its premier issue in early July 2002 to more than 2,200 members of the Oshkosh Chamber of Commerce and Fond du Lac Area Association of Commerce. That first issue had a full-color, glossy cover with 24 pages of black and white on the inside. We had six advertisers and just enough revenue to cover our printing and mailing costs. Within the first week after that inaugural issue came out, we developed a relationship with Don Stolley of Stolley Studio in Oshkosh that would lead to a creative, illustrative approach to the photography that would grace the covers of more than

60 editions of B2B over the years. Beginning with our second issue for August 2002, Stolley’s incomparable treatment of our cover story topics created a litany of B2B covers that truly broke the mold of what a business publication looked like from the outside. A gallery of his work for B2B covers was exhibited in his studio back in 2006. During those first six months, B2B would also add another former newspaper colleague in Connie Drexler to help improve the professional aspects of marketing, branding and advertising sales in B2B. She worked as a partner in the magazine for most of its first five years before moving on to another professional opportunity.

NEW NORTH B2B l JULY 2012 l 33


August 2004

B2B launches its first ever reader survey aimed at gauging reader use of the magazine in order to provide more valuable content, as well as to define reader demographics for the value of our sponsors. Subsequent surveys occurred every three years – in 2007 and again in 2010 – providing some of the most comprehensive audience data of any media in northeast Wisconsin.

October 2004

A continual leader in business-related coverage of state politics, B2B published its first question and response from candidates for state assembly and senate seats in our coverage area. This valued perspective on business-related topics has occurred for all state legislative contests every two years since.

Standing out In those first few years, B2B gained significant attention for creative standing features like our Build Up pages, which still remain one of the most popular departments in the magazine today, or the truly unique angles we’d take on emerging business trends in our community, such as honoring leading employer-based wellness programs. During the first half of the last decade, skyrocketing health care insurance costs were a leading concern for nearly every employer. As a result, B2B responded with a local or statewide health care-related business article in every issue of the magazine during those first two years. We continued to maintain an every-othermonth regimen for health care coverage after 2004, and have been recognized as a leading voice for health care-related business coverage in Wisconsin during the past 10 years.

The Heart of the Valley Chamber presents the:

Marketplace of Ideas

Marketing that gives Big Business Results on a Small Business Budget The Marketplace of Ideas will focus on Marketing Tools to help small businesses succeed - from website design and social media tools, to newspaper and radio ads, from promotional products and direct mail. If you are looking for ideas, options and advice to grow your business through the right marketing channels this event is the place to be. A lunch seminar, The Ultimate Guide to Direct Mail Marketing by Al Lautenslager, public speaker, author, business owner, marketing consultant and Guerrilla Marketing coach, will teach you how to deliver the right message to the right target for the best results by utilizing the four critical components of direct marketing. Cost is $20 (includes lunch). Al will host an Ask the Expert break-out session (free) from 3:00pm-4:00pm to answer any marketing questions that you might have! Congratulations

on 10 years New North B2B! See you in our Marketplace of Ideas!

The evening will also feature a Business after Hours networking event (free) from 4:00pm – 6:00pm If your business is interested in becoming a vendor in our Marketplace of Ideas or to register for any of the events, contact the Chamber at 920-766-1616 or online at

34 l NEW NORTH B2B l JULY 2012

Date: Wednesday, July 25 Location: Tanners Grill & Bar

In the large meeting space to the right

730 S Railroad Street, Kimberly

11:00am - 4:00pm Marketplace of Ideas

Attendance is free with a business card

11:30am - 1:00pm Ultimate Guide to Direct Marketing - Al Lautenslager 3:00pm - 4:00pm Ask the Expert! 4:00pm - 6:00pm Business after Hours




When two businesses share integrity and enthusiasm for our area’s future, mutual support seems natural. Throughout a decade of economic uncertainty, your guidance has been impressive and unwavering.

Congratulations B2B on a successful 10 years!

Green Bay • Manitowoc • Sheboygan • Berlin • Oshkosh • Fond du Lac (920) 921-2070

10th ANNIVERSARY 2005 November 2005

B2B publishes its first full-color, glossy version of the magazine after publishing a mix of color and black/white since its founding. It’s the first among northeast Wisconsin business publications to print in full color.

January 2005

With the assistance of Oshkosh-based FutureLook Advertising, B2B rolls out a fresh new logo and a complete redesign of the magazine. We also unveiled our first ever Top Ten Year in Review, looking back at the leading business stories from the previous year.


February 2006

B2B expands its coverage area to include the Fox Cities, and grows its readership to more than 4,000 through the help of the Fox Cities and Heart of the Valley chambers of commerce. Though we’d envisioned one day having a separate B2B publication for the Fox Cities, the economies of the communities along the U.S. 41 corridor are growing more closely together.

Growth over time The original concept for B2B was to create a local business publication which could be replicated in the Fox Cities, the Green Bay area, the Lakeshore, central Wisconsin and west central Wisconsin. Chippewa Valley B2B was launched in January 2004 serving the communities of Eau Claire, Chippewa Falls and Menomonie. The model was built upon providing a majority of locally generated editorial content in each edition, while allowing for certain articles of greater regional and statewide interest

to be shared among multiple publications. The network of small regional magazines would allow advertisers to create a tailored marketing approach to reach specific markets where they served customers. While Chippewa Valley B2B enjoyed a good run from 2004 to 2008, the concept for the other magazines never took flight. By late 2005, we recognized that covering just the Oshkosh and Fond du Lac markets didn’t quite create the concentration of business to allow B2B to be sustainable

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Perhaps marking the peak of commercial construction activity in the region during the decade, the popular Build Up pages in B2B showcase 18 ongoing building projects in Fond du Lac and Oshkosh and 25 projects in the Fox Cities. That same month, B2B is recognized by Marian College in Fond du Lac with its Regional Media Award during its annual Business & Industry Awards. 12




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August 2006

May 2006

The first of the annual Alla tua Salute! Awards recognizing healthy employers is presented to Miles Kimball Co. of Oshkosh. The idea hatched nearly a year earlier during a dinner meeting with Dr. Phil Hagen, medical director for Mayo Clinic Health Management Resources on ways to encourage employers to create competitive wellness plans for their staff. Appearing in its seventh installment in June 2012, it’s the oldest and longest running employer wellness recognition in Wisconsin.

for the long term. At the same time, the economies of the Fox Cities and Oshkosh were becoming more intertwined, and the northern border of our coverage area was becoming more difficult to define. Looking ahead to the future, we recognized the economic boundaries between Neenah and Oshkosh would only become more fluid over time. So in early 2006 – abandoning the prospect of starting a separate Fox Cities B2B magazine – we expanded the coverage of the existing Lake Winnebago B2B north and east along the U.S. Highway 41 corridor through Kaukauna. We faced a similar conundrum in regard to the Green Bay area market a few years later. Drawing a hard boundary between Kaukauna and Wrightstown often meant not

B2B’s From the Publisher column issues a report card on municipal building inspections departments across the region. This commentary rocked the boat, and lead to several communities improving both their customer service and their access to public records at this important gateway between business and local government.


recognizing important economic developments just a few miles outside of our coverage area. At the same time, the economies of the Fox Cities and the Bay area continue to grow closer together. In anticipation of one day expanding our existing coverage into the Green Bay market, we were in need of a name and brand modification, and approached The New North regional economic development organization in late 2007 asking for its approval of a name change to New North B2B. In early 2008 we retired the Lake Winnebago B2B moniker and transformed our logo, name, web site and brand to New North B2B. The onset of the recession in 2008 slowed our plans for expanding coverage into the Green Bay market, which eventually occurred in 2010.

NEW NORTH B2B l JULY 2012 l 37

Congratulations to New North B2B on celebrating 10 years!

November 2007


Pierce Stronglove, The Creative Director makes his debut in B2B, offering witty, yet valuable critiques on marketing communications. Mr. Stronglove’s wisdom has since been imparted through more than 50 monthly columns.

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Looking back over the past 10 years, I’ve certainly taken significant pride in the body of work B2B has created and the role we’ve played in helping a number of individual businesses, agencies and programs prosper and expand their reach across the region. We weathered the recession of 2009 and 2010 without cutting staff and without compromising on the quality and integrity of the business coverage we provided our audience of readers. In addition to our coverage, B2B and its team has been an integral part of a number of philanthropic and economic development efforts in the area we serve. From the thousands of hours of volunteer time our staff has spent on boards of directors for multiple nonprofits to the hundreds of cumulative pages of advertising we’ve donated in support of various events and initiatives, B2B hasn’t just sat back, watched and reported on the community as it’s passed by – we’ve been a part of that growth.

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38 l NEW NORTH B2B l JULY 2012


January 2008

October 2010

With plans for further growth, B2B changes its name to New North B2B. With the benediction of the board of directors for The New North organization, it was our hope the name change would help brand the region.



Issue October 2010 $3.95

October 2009


Our 100th monthly edition. New North B2B also expands its coverage to include the Green Bay area, and boasts readership among the greatest concentrations of the business community along the U.S. 41 corridor in northeast Wisconsin. B2B also launches a fully digital version of the magazine online to complement the existing Web content.

With economic devastation averted in Fond du Lac after efforts to retain Mercury Marine in the community succeeded, B2B broke down just how valuable this employer was to the community – not only in job creation – but also in the property taxes it pays, its role in keeping local utility costs down, and its significant philanthropic and volunteer contributions in Fond du Lac.

NEW NORTH B2B l JULY 2012 l 39


June 2011

Firefighters wisconsin of northeast

owners tired Local business ing out fires putt of constantly our experts seek help from

April 2011

B2B’s groundbreaking cover story on the new era of economic development in Wisconsin took an in-depth look at how municipalities are playing a more substantial role financially in the effort to retain and help significant employers grow their operations in the community.


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Tools of attracti The first mentoring installment of our Small business groundbreaking Firefighters of Northeast Wisconsin initiative pairs together a pair of struggling-yet-motivated business owners from the region with their own strategic business advisors in a 6-month business makeover. With updates provided to readers for the following six months, the success of the initiative helped a partnership amicably split up into two separate businesses and helped another entrepreneur formalize and standardize what had been a bythe-seat-of-their-pants operation.


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June 2011 $3.95

July 2012

B2B celebrates 10 years facilitating businessrelated discussions among northeast Wisconsin professionals.

It’s been personally rewarding for me to see such a loyal following of readers who look forward to receiving each month’s edition in their mailbox. Regular comments from readers about how they landed a new customer because of an item they read in B2B, how they modified their human resource practices because of an article in B2B, or how they changed their perspective on an important issue as a result of an opinion commentary in B2B – these are the true rewards that make me eager to come to work each day and have kept us going over the past 10 years. We know we’ve played an important part in facilitating commerce and developing the economy of the region during the past decade, and look forward to continuing to do so in the coming decade. So as we asked our very first readers back in July 2002, please enjoy and find value in our content each month. Pass the magazine around to others in the office. Save each copy for future reference. (Or go online to our library of digital magazines.) Most of all, let us know if we’re doing something right, or if there’s an area of our coverage you believe we can improve upon. It’s the most direct way to make B2B the publication serving your business community.

From a 100-year-old to a 10-year-old... The Fond du Lac Area Association of Commerce has been promoting commerce, developing partnerships, creating opportunities and building community since 1912.

Happy 10th Anniversary New North B2B!

For more information visit or call (920) 921-9500.

40 l NEW NORTH B2B l JULY 2012

Congratulations on a decade of solid, successful publishing. We’re proud to be celebrating this accomplishment with you (10 years for us last year). We appreciate your unwavering commitment to area businesses and your positive attitude. Here’s to another decade of success and growth!

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5 Risk-Shifting Terms in Sales Contracts Understanding legal terms can help protect your business in a purchasing deal

Dean Zakos General Counsel Megtec Systems, Inc.

As a seller, you often see a multi-page agreement or a set of terms and conditions submitted by a prospective purchaser in a commercial (non-consumer) transaction. You should be concerned about certain risks that you may be asked to take on. Here are five key concepts that you should know, understand and recognize. Warranty. Sellers may provide a full warranty, a limited warranty, or no warranty. Some warranties, unless disclaimed, are implied, i.e., automatically included. Often purchasers also ask for specific, i.e., express warranties. Look carefully for warranties regarding “merchantability” and “fitness for purpose.” These are legal terms that have defined meanings and may go beyond the obligations you would ordinarily commit to as a seller based on information your customer shares with you. If you accept these terms or fail to modify or disclaim them, it may shift the risk regarding the quality and selection of suitable goods from the purchaser to you. Be wary of accepting any implied warranties or express warranties. Also, be sure to limit any warranties you provide to a specific period of time and include any qualifiers that may void or limit your warranty. Liability. If you breach the agreement the purchaser will want you to pay for all damages or losses attributable to your breach. This amount may be out of proportion to the size of the contract. Give some thought to not simply accepting this term without any limitations. Often, it is reasonable to insist on a limit on damages. A purchaser may accept a proposed cap or ceiling on the amount of total damages to be claimed. Sellers frequently use the value of the contract or a stated amount of money as a cap. Additionally, you should detail the kinds of damages the purchaser can, and cannot, sue you for. Consequential Damages. Generally, there are two kinds of damages: “direct damages” and “consequential damages.” Direct damages result directly from the breach, such as the cost to repair the goods or complete the work. Consequential damages, also known as indirect or special damages, include the purchaser’s loss of profit or revenue, business interruption, etc., and may be recovered if these damages are proven to be reasonably foreseeable or within the contemplation of the parties. Consequential damages may be out of proportion to the direct damages and/ or to the underlying value of the contract.

Disclaim responsibility for consequential damages if possible. Indemnity. Indemnity is a concept designed to make the purchaser whole again if the purchaser becomes subject to third party claims as a result of your breach. When contracting with the purchaser you have three choices: provide a full and complete indemnity; deny or disclaim the indemnity; or negotiate and modify the indemnity. Which alternative is best depends on many factors including the liability insurance program you have in place. At a minimum, you may want to consider limiting any indemnity you provide to the value of your product liability or other insurance coverage limits. That eliminates the possibility of exposing your business to indemnity claims by the purchaser in excess of the limits, which would then otherwise have to be paid out of your general assets if you are found liable. Any indemnity you provide should relate only to your own acts or negligence. A balanced, fault-based approach is fair. Termination. Often, a purchaser will not allow you to terminate the contract without cause or without notice, but will retain its own right to do so. If a purchaser terminates “for convenience,” you may be exposed to costs you cannot recover. Fortunately, most purchasers’ terms treat the seller fairly in this case, usually indicating the seller is entitled to its costs expended to date of termination and any other costs not reasonably preventable prior to the termination notice. Make sure you have at least this amount of protection. Consider a provision allowing you to recover your administrative or overhead costs allocated to the order, or a pro rata share of the profit you anticipated from the order. This protects you and serves as a disincentive to the purchaser to cancel the order without cause. Commercial purchase orders can be long, daunting to read, and frustratingly complex. Although each term and condition is important, if you focus on the critical items that pose the most potential for shifting risk to you if things go badly, you will be in a better position to protect yourself and your business. Dean Zakos is general counsel at Megtec Systems, Inc. in De Pere. This article is intended to provide information only, not legal advice. Mr. Zakos can be reached at NEW NORTH B2B l JULY 2012 l 43


Living l Growth of wide format printing in the region enhances marketing communications toolbox for businesses Story by Cheryl Hentz

There is a major transformation within the advertising industry and consumer demands are changing rapidly. That is forcing companies to pay closer attention to and ramp up their marketing and promotional activities so they not only retain their existing customer base, but attract new customers at the same time. Wide or large format printing is playing a huge role in these marketing shifts, causing it too, to experience rapid change and growth. The wide format printing market was valued at an estimated $10.2 billion-plus just three years or so ago in the United States. According to some surveys, the global market for large format printers is expected to reach $12.5 billion in 2016. And as one of the most concentrated areas in the world for printers, large format printing is playing a significant role in growing the industry in northeast Wisconsin. One of the keys to understanding large format printing and its markets is recognizing it is highly fragmented and diverse in nature, with a wide variety of print service providers serving a wide spectrum of customers, each with different large format needs.

44 l NEW NORTH B2B l JULY 2012

Simply put, large format printing is printing on large paper, vinyl or other specialty material that can range anywhere from two feet to even 100 feet in width, though most uses are not that wide. Generally speaking large format printing is anything over 22 inches wide, and it can encompass banners, billboards, window clings, logo reproduction, posters and general signage, vehicle identification and decals, or entire vehicle wrapping or textile printing. The list of practical commercial uses goes on and on. The industry has grown so much that Northeast Wisconsin Technical College in Green Bay recently enhanced its printing program by adding a large format emphasis and new equipment in its print lab, said Bill Mikolanz, print technology instructor at NWTC. “The printing industry itself is starting to really evolve with wide format printing. The printers are doing it to help make things a one-stop shop for their customers,” Mikolanz said. “By offering this kind of printing they don’t have to send their customers to other printers or to sign makers for different elements of their projects. They can keep it all in house.”



A growing market Lisa Bouwer Hansen, president of Bouwer Printing in Appleton, said they’d been getting requests from their customers for wider format printing for several years before they entered the market about three years ago. In the past they’d referred them to sign companies. “But this was a topic of one of our printing peer group meetings a few years ago and we had an industry specialist come in and speak to us about it favorably,” she said. “And because it fit into what we were already doing we felt this would be a good entry point for us and we could price it very competitively.” Since they entered the marketplace with large format printing, the cost and value-added benefits they and other printers can offer has improved even more, especially since the types and quality of materials have also gotten better over the years. “At one time the durability factor was poor. Now it lasts so much longer because the materials have become a lot better,” said Dave Hornung, president and owner of Graphic Center in Fond du Lac. “The manufacturers have gotten to a point, too,

where they now offer ink solvent and other types of ink that hold up better (to environmental factors), too.” As demand has increased and more printers entered the business, the cost of doing large format printing has come down. “Something that might have been a couple hundred dollars apiece at one time now costs maybe about $40 a piece,” explained Scott Peterson, business development manager at Digiprint in Neenah. With improved quality and cost, businesses and non-profit organizations alike are seeing the effectiveness and appeal of wide format printing – something that’s important to them as they vie for customer’s attention. For retailers especially, there’s been more focus on selling products at the point of purchase. That lends itself to larger format printing, Peterson said, because those solutions are more visually appealing and attention grabbing. There’s often a flexibility to one-off wide-format printing jobs that traditional offset printing would have more trouble accommodating, said Doug Brauer, owner of Fast Signs in Appleton.

NEW NORTH B2B l JULY 2012 l 45

PRINTING It’s helpful for those situations when an overlooked printing need suddenly becomes an urgent, last minute requirement. “It’s not that the customer wants to make our lives miserable, they just don’t know what they need until the last minute,” Brauer said. ”We’re set up to react to customers very fast, and to do so at an affordable rate.” The day before the opening of the Country USA music festival in Oshkosh last month, Brauer’s team took a call from event organizers who needed 15 large vinyl banners for the festival grounds by the end of the afternoon. The banners were an afterthought for event staff who could have ordered them weeks in advance, but the request posed no trouble for Fast Signs.

We’re set up to react to customers very fast, and to do so at an affordable rate. Doug Brauer, owner, Fast Signs in Appleton

A workforce behind it So huge is the demand for large format printing and print shop employees with large format skills that NWTC in Green Bay recently invested more than $200,000 to outfit its classroom lab from traditional printing to one that is all digital

and includes large format printing. Mikolanz said the upgrade last fall to wide format printing also went hand in hand with the change of its print lab from traditional printing to completely digital. “Our lab originally had half traditional and half digital capabilities. So this took it to a fully digital and wide format lab,” Mikolanz said. “We still teach the concepts and theories behind traditional printing, but we don’t actually do any of the practical, hands-on experience with it. Our focus is almost entirely on digital and wider format ink-jet printing.” Mikolanz believes they are the first school in the state to have this state-of-the-art lab, at least to the extent of its wide format capabilities. “One thing about our lab is when we brought in the wide format option is we also brought in all four of the main ink delivery systems a student could possibly run into in the workplace. Giving them the largest variety of training possible makes students more employable when they graduate,” he said. The new lab is also helping with increased enrollment and retention. “It was important to try offering new and different things to help keep students engaged and keep their attention levels up,” said Mikolanz. “We see a higher level of enjoyment by the students.” “There’s also a wider range of products that we can actually produce in there now. Before it was just the traditional print jobs – note pads, letterheads, business cards and things of that nature – that we would have them do. Now there are

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We still teach the concepts and theories behind traditional printing, but we don’t actually do any of the practical, hands-on experience with it. Bill Mikolanz, print technology instructor, Northeast Wisconsin Technical College some different devices that can do different projects like bumper stickers, outdoor banners, indoor signage mounted onto different substrates, and we also actually have digital garment printing so they can create t-shirts.”

A new communications tool Bouwer Hansen said the biggest surprise to customers, besides the portability and flexibility of what one can do with large format printing, is that it’s highly affordable. For example, it’s not uncommon to spend three or four thousand dollars on a traditional trade show display. With digital wide format, you can get an interchangeable display for under $1,000, Bouwer Hansen said. Creating vehicle wraps has always been a significant part of business for Fast Signs in Appleton, said Brauer, who indicated the cost to outfit a vehicle was about $20 per square foot back in the late 1990s. Today, that cost has decreased by half to nearly $10 to $12 per square foot, in addition to standing up to environmental elements much better than a vehicle wrap would have 15 years ago, he said. Not only has the cost of wide format printing come down, so has the cost to purchase large format printing equipment. A commercial large format printer used to cost upwards of $100,000 or so, said Peterson. Today, a printing company might be able to buy one for half that expense. Since many local printers have only entered the large format printing market in the last few years, it’s still a little too early to see just how much of a financial impact this kind of printing will have on their overall business. But printers agree it’s becoming a bigger piece of the pie every day as more customers ask for it. Mikolanz said he’s even seeing many businesses buy their own wide format printers and bring their printing back in house because of the economy of scale when it comes to large format printing. “They’re getting wide format printing machines and doing their own marketing campaigns and signage,” he said, though he cautions there are still many needs for a commercial printer. “People have to recognize if they’re doing it themselves, they have to know how to set up the files properly to print things the way they want them printed and how to choose the proper substrates. It’s not always as easy as it may seem.” Bouwer Hansen agrees: “You definitely need the software support for it. You can’t drive a wide format printer with Microsoft Office, for instance,” she said. “If you don’t design appropriately for wide format, the product is not going to look good. It’s significantly more complicated than you would think it would be.” Commercial printers’ understanding of the printing process gives them an advantage, Bouwer Hansen said, noting that most firm’s in-house designers are in tune with the idea of designing for print and often better understand of how print is

perceived by its audience. Peterson also said it can be tricky for businesses and individuals trying to do large format print jobs on their own. “You can buy a decent size printer these days for $2,000 to $5,000 for your own large format printing use. But if they have to mount it down to board or PVC or something like that, it becomes trickier,” said Peterson. “Anybody can hit a button and send a job to a printer, but laminating it or mounting it down and finishing it off is a type of art.”

Cheryl Hentz is a freelance writer from Oshkosh with nearly 30 years of professional writing experience. In addition to individual and corporate writing, her  articles cover a variety of  topics including business and economic development, government and politics, family pets and animal rights, minority and women’s issues, finance and education. She can be reached at 920.426.4123,  via email at, or through her blog at B2B Publisher Sean Fitzgerald contributed to this article.

NEW NORTH B2B l JULY 2012 l 47


The Scoop on Credit Scores by Credit Matters, Inc.

Like it or not, credit scores have become the standard for evaluating our worthiness for obtaining financing, insurance, leases, vendor credit accounts, etc. Credit scores serve to provide creditors a measurement of our likelihood that we will make our payments on time and repay our debts. A credit report contains the past seven years of credit and payment history, as well as our current debt load – the data that our credit scores are based upon. The credit scores used by banks and most lenders are calculated from “risk model formulas” developed by Fair Isaac Corporation (FICO). This is where the term FICO Score comes from. When a lender pulls your credit, the information in your credit report is “pulled” from one of the credit reporting agencies (CRAs) and input into a FICO formula, yielding a credit score. When your credit is pulled from all three CRAs, you end up with three credit

Dan Krueger

48 l NEW NORTH B2B l JULY 2012

scores – each CRA’s information is calculated separately. Since the information held by each of the three CRAs is not identical, the scores are going to be different as well. Additionally, there are different formulas used for different types of credit scoring. Mortgage scoring is different from consumer finance scoring, which is again different from auto finance scoring. FICO has developed various scoring models for different types of lending applications. Mortgage scores can vary from auto or consumer finance scores by 100 points or more! We are bombarded with commercials on TV telling us that we should buy our credit scores. While there’s no harm in doing this, scores purchased directly from the CRAs do not use a FICO model formula. Again, most lenders use only FICO model based scores. The scores purchased from CRAs use their own formulas which are

800.531.7279 vastly different from FICO scores… completely apples and oranges in comparison. So what’s a good credit score? Generally speaking, a FICO score over 720 is the benchmark most banks and lenders like to see. Just remember, a good mortgage score doesn’t necessarily equate to a good auto finance score. Some things in the credit report may impact a mortgage score more than an auto finance score, and vice versa. Dan Krueger is the owner of Credit Matters, Inc., a registered Credit Service Organization with the State of Wisconsin. Since 2003 Credit Matters has assisted over 3000 consumers and small business owners with credit restoration and consultation services. For assistance with your credit management or score improvement needs, call us at 800-5317279.


Philanthropic Support: Providing Future Shade by Marian University A few weekends ago, I labored in the backyard, catching up on some landscaping work. On the docket? Planting trees, and lots of them! By the time the weekend was through, I had planted no less than five trees. I know it is going to take years for the saplings to reach maturity. I will enjoy them in the meantime, but I, most likely, will not see them reach this stage of development while my family and I are living at our current residence. It brings me pleasure to know that, some day, kids will be running around the trunk of this tree. I picture the couple that will own this house having a picnic under its leafy branches. My actions today will enable people tomorrow to reap the rewards. The same can be said about philanthropic support. I am a fundraising professional, and I wouldn’t change it for the world. I bring together individuals with affinity for our university and a capacity to make a financial investment with students who stand to benefit Paul M. Neuberger

from their influence, whether it be through supporting our scholarship fund, academic programs, or campus infrastructure. The donor feels a sense of personal fulfillment and self-satisfaction, and the student receives an enhanced educational experience. How can you top that? Whether you support Marian University, a local non-profit, or any other cause that tickles your fancy, I would encourage you to continue making someone’s life better with a generous financial donation. It’s doesn’t take much to leave your legacy and improve the life of someone else. Your gift will boost your self-esteem, enrich your life, and produce a happiness that can only be known by performing a generous act for someone. Small gifts add up quickly, and the resulting ripple effect will have profound ramifications that we can not yet fathom. Your gift, regardless of what cause you support, will be the seed that will, one day, grow into a mighty tree that will provide shade for countless others. Because of your

920.923.7676 actions, future lives will be made that much easier. Paul M. Neuberger is the Vice President for Advancement at Marian University, where he obtained his Master’s Degree in Organizational Quality & Leadership in 2008. Paul’s role at his alma mater includes overseeing the fundraising, alumni relations, marketing and communication offices in an effort to move the mission of the University forward. A fundraising professional for seven years, Paul, originally from Milwaukee, received his Bachelor’s Degree in Biology from Ripon College in 2005.

“Professionally Speaking” is a promotional spot for business professionals to share their expertise with New North B2B readers. To learn more about how your business can take advantage of opportunities with Professionally Speaking, contact Carrie at 920.237.0254 or email

NEW NORTH B2B l JULY 2012 l 49

WHO’S NEWS Incorporations New North B2B includes a monthly list of new business incorporations filed with the Wisconsin Department of Financial Institutions.

Brown County

New Beginnings Financial Services LLC, Linda Mary Wenzel, 1161 Palomino Ct., P.O. Box 325, De Pere 54115. The Barbershop of SE Wisconsin LLC, Brian Bowe, 1369 Mourning Dove Ct., De Pere 54115. Amerilux Transportation LLC, Kurt Voss, 1212 Enterprise Dr., De Pere 54115. Rooted Marketing LLC, Nicole Danielle Gosz, 1016 Fulton St., De Pere 54115. Fidelis Transportation LLC, Shad A. Rose, 1766 W. Paulson Road, P.O. Box 5335, De Pere 54115. Denmark Insurance Agency LLC, Rory A. Johnson, 101 Bohemia Dr., P.O. Box 817, Denmark 54208. Wavrunek Custom Baling LLC, Brian J. Wavrunek, 5799 Skaleski Road, Denmark 54208. Noldin Anesthesia LLC, John Todd Noldin, 890 Liebman Ct., Apt. #3, Green Bay 54302. Wisconsin Wedding Pages LLC, Todd Michael Destree, 1924 Mac Lane, Green Bay 54311. Law Office of Travis A. Crowell LLC, Travis Crowell, 840 S. Monroe Ave., Green Bay 54301. Healing Touch Massage Therapy LLC, Julie Lynn DeGrave, 614 Van Caster Dr., Green Bay 54311. Lagowski Design LLC, Michelle M. Lagowski, 729 Iron Horse Way, Green Bay 54311. KK Billiards II LLC, Andrea B. Dahlin, 1007 Rolling Green Dr., Green Bay 54313. Quality Plus Maintenance LLC, Jeffrey J. Chervenka, 2690 Humboldt Road, #3, Green Bay 54311. Receptive Group Tours LLC, Pamela Marie Dennison, 1020 Coggins Ct., Green Bay 54313. Business Growth Resources LLC, David A. Rovinski, 1744 Keehan Lane, Green Bay 54311. Genesis Massage LLC, Karlie Jean Baumann, 1409 S. Oneida St., Green Bay 54304. Weather Safe Construction Inc., Anthony Salmon, 856 Division St., Green Bay 54303. Megalomaniac Media LLC, Anne Younger, 1269 Valley View Road, Green Bay 54304. Revolution Holistic Business Strategies LLC, Wendy Fahrbach, 384 Windward Road, Green Bay 54302. The Amazing Cupcake LLC, Valerie R. Novak-Doll, 2346 Forest Meadows Ct., Green Bay 54313. Schmahl Financial Group LLC, Jacob D. Schmahl, 935 S. Washington St., Green Bay 54301. Nurse Anesthesia Professional Services LLC, Kristi Sarosiek, 320 Glacier Dr., Green Bay 54302. Progressive Secretary Inc., K. K. Turner, 324 S. Locust St., Green Bay 54303. Star Cleaning Services Inc., Alma L. Flores, 587 Morris Ave., Green Bay 54304. Cherrytown Convenience LLC, Matthew R. Olson, 695 Borvan Ave., Green Bay 54304. N.E.W. Home Services LLC, Holly Basemen, 2451 Clear Brook Cir., Green Bay 54313. Looks by Michell LLC, Michell L. Bartlein, 3080 Roundabout Ct., Green Bay 54313. Lambeau Liquor LLC, Ann D. Lor, 2625 Appian Way, Green Bay 50 l NEW NORTH B2B l JULY 2012

54302. Pieper Trucking LLC, Mike Pieper, 3895 Hill Road., Greenleaf 54126. Quality 8 Construction & Custom Cabinerty LLC, Chris Mancoske, 6977 Elmro Road, Greenleaf 54126. JCT Anesthesia LLC, Jason Clarence Thibert, 4635 Clear View Lane, Hobart 54155. Legend Farms LLC, Larry J. Dufek, 5420 Gauthier Road, New Franken 54229. Mercier Appraisal LLC, Debra M. Mercier, 5659 Delcore Road, New Franken 54229. Matthew Stock Law LLC, Matthew Steven Stock, 3834 Hidden Trails, Oneida 54155. ZZ’s Anesthesia LLC, Christine Zasuly, 4321 Windemer Lane, Oneida 54155. Stellar Fitness - Antigo LLC, Keith R. Boye, 1257 Thayer Trail, Oneida 54155. Lyons Anesthesia Associates LLC, Bradley Lyons, 2948 Harbor Winds Dr., Suamico 54173.

Fond du Lac County

Serwe Implement Municipal Sales Co. LLC, Cheryl J. Serwe, N11889 State Road 175, Brownsville 53006. Shadow Photography LLC, Cassandra Goulais, N535 Lake Bernice Dr., Campbellsport 53010. Quiet Creek Farm LLC, Barbara Arndt, W2803 Sunny Road, Eden 53019. Stomp Out Sarcoma Inc., Jennifer Witt, N8532 Town Hall Road, Eldorado 54932. Logos Restaurant LLC, George V. Katris, 822 S. Pioneer Pkwy., Fond du Lac 54935. Tactical Towing & Recovery LLC, Chad M. Minner 93 Guindon Blvd., Fond du Lac 54935. Blossoms Pregnancy Boutique, Wellness Center & Doula Services LLC, Kamala Diane McCormick, 304 Winnebago Dr., Fond du Lac 54935. TNT Adventure LLC, Melissa Anne Schmidt, 1085 Martin Ave., Fond du Lac 54935. Keggers Steak & Ale House LLC, Debra O’Connor, N5311 U.S. 45, Fond du Lac 54935. United States Whiskey Society Inc., Robert J. Van Kirk IV, 325 Taft St., Fond du Lac 54935. Steadfast Assisted Living Consulting Services LLC, Beth Pahmeier, 756 E. Merrill Ave., Fond du Lac 54935. Utecht Construction Company LLC, Joel G. Utecht, N7932 Lakeshore Dr., Fond du Lac 54937. Action Rent-A-Car LLC, Michael R. Shannon, 390 N. Rolling Meadows Dr., Fond du Lac 54937. Pathways Accounting LLC, Theresa Ann Wettstein, 43 Sunrise Ct., Fond du Lac 54935. Civil Process Investigation LLC, Richard C. Woodruff, 467 Rockrose Dr., Fond du Lac 54935. Calumet Bin Services LLC, Marion Manderscheid, N10809 U.S. Hwy. 151, Malone 53049. Sandman Floor Sanding and Refinishing LLC, Robert Frank Svetlik, N7005 Lap Road, Mt. Calvary 53057. Quilter’s Finishing Touch LLC, Robyn Lynn Willett, W7791 Highbridge Road, Oakfield 53065. Orvis Farms LLC, Penny S. Barthuly, N6490 County Road C, Rosendale 54974. Boyd Family Farm LLC, Carol Jean Boyd, N8389 Sales Road, Van Dyne 54979. Aronson Law Office LLC, Rachel R. Aronson, 600 S. Watertown St., Waupun 53963.

WHO’S NEWS Green Lake County

Formiller Farms LLC, Joseph Formiller, W4490 Chappa Road, Berlin 54923. Willow Creek Aquaculture Fish Farm Inc., Tudor Deaconu, W1891 Country Road D, Berlin 54923. M&D Gies Farms LLC, Matt William Gies, W1497 County Road V, Berlin 54923.

Oconto County

Smartway Trucking LLC, Steven R. Witucki, 1740 Herford Road, Little Suamico 54141. Bayside Chiropractic LLC, Connon Lee Piencikowski, 5868 Havenwood Hills Dr., P.O. Box 5, Little Suamico 54141.

Outagamie County

Greenville Organics LLC, Zachary Kottke, N2920 County Road A, Appleton 54913. Master Platinum Exteriors LLC, Michelle Miller, W2860 Brookhaven Dr., Appleton 54915. Salon Midi LLC, Scot T. Grishaber, 501 N. Westhill Blvd., Appleton 54914. Painting Solutions LLC, Marco Antonio Rodriguez, 2905 4th St., Apt. 2, Appleton 54914. Massive Exteriors Inc., Robert Boyda, 1203 N. Superior, Appleton 54911. Elevate Hair Studio Glam LLC, Shelly Lynn Bergner, 3402 N. Richmond St., Ste. A, Appleton 54911. Daily Details Concierge LLC, Kristin Caroline Surk, 908 N. Fernmeadow Dr., Appleton 54915. Power to Grow Services LLC, Adam Romberg, 1411 1/2 N. Appleton St., Appleton 54911. Thompson Law LLC, Katherine M. Canadeo, 303 S. Memorial Dr., Appleton 54911. Kustom Graphics LLC, Jeffrey David Kirsch, 4302 E. Braeburn Dr., Appleton 54913. The Freight Clothing Co., Tanika Gilmore, 2233 W. Spencer, Appleton 54914. A-1 Fox Valley Storage LLC, Michael J. Van Lanen, N336 County Road N, Appleton 54915. Veritas Engineering LLC, Robert James Schultz, W2833 Schmalz Cir., Appleton 54915. Fox Valley Urological Associates, S.C., Frank Chybowski M.D., 200 E. Washington St., Appleton 54912. Full Circle Savings Community Mailer LLC, Jeffrey J. Schuhart, N9581 Hartford Lane, Appleton 54915. Gosia’s Photography LLC, Erik L. Fuehrer, 2711 N. Mason St., Ste. B, Appleton 54914. Beam Consignment LLC, Amy Burnside, 3701 Coburg Ct., Appleton 54915. Valley Thermography LLC, Christine Haase, 1111 N. Lynndale Dr., Ste. 202, Appleton 54914. Badgerland Restoration Group LLC, Jason Price, 3133 TriPark Ct., #6, Appleton 54914. Tom’s Petroleum Construction LLC, Tomas John Schumacher, W4402 Mackville Road, Appleton 54913. Exterior Xpressions LLC, Jonathon McCarthy, 4016 Towne Lakes Cir., Apt. 7109, Appleton 54913. Wieckert Farms LLC, Steven Wieckert, 3033 W. Spencer St., Appleton 54914. Bluegroove Marketing LLC, Bryan P. Rusch, W7517 Brush Run, Greenville 54942. Glasstec LLC, Joe Schinke, W9338 Country Cove Lane, Hortonville 54944. Dan Gassner Insurance Agency Inc., Dan Gassner, 432 E. Main St., Hortonville 54944.

EXPERTISE » custom engineering solutions » innovative design | 920.734.9867

NEW NORTH B2B l JULY 2012 l 51

WHO’S NEWS PHD Carpentry LLC, Peter J. Deshaney, W8854 State Road 96, Hortonville 54944. Straight Arrow IT LLC, Tim Badtke, W8857 State Road 96, Hortonville 54944. New Vision Ministries Inc., Jerry Fletcher, N9372 State Road 55, Kaukauna 54130. Thrive Health & Wellness LLC, Kristyn Ann Madalinski, W1518 Land View Road, Kaukauna 54130. Bags and Bling LLC, Lynn Marie Kobussen, 1820 Vandenberg Lane, Kaukauna 54130. Team 45 Motorsports LLC, Scott R. Vanden Heuvel, W290 County Road ZZ, Kaukauna 54130. Larson Administrative Solutions LLC, Lori Ann Larson, W1872 County Road UU, Kaukauna 54130. R J Paltzer Concrete LLC, Russ Paltzer, W1838 County Road JJ, Kaukauna 54130. Cruzing Cleaning LLC, Cruz Arvizu, 912 Washington St., Little Chute 54140. Jennifer Moeller Private Duty RN LLC, Jennifer Rae Moeller, N. 323 Lawn Road, Seymour 54165.

Winnebago County

All Jobs Construction LLC, Matthew John Benzshawel, 812 John St., Menasha 54952. SMT Manufacturing & Supply LLC, Douglas L. Hagen, 1381 Midway Road, Menasha 54952. Extreme Savings Mailer LLC, Misty Hermanson, W8774 Firelane 1, Menasha 54952. Great Lakes Custom Tackle LLC, Randall Scott Ritchie, 1119 Loretta Ave., Menasha 54952. Remi’s Tree Service LLC, Brett Mathew Walzer, 357 Grandview Ave., Menasha 54952.

You Deserve an Expert.

Bug Out Insect Control LLC, Eric Hill Tate, W6143 Hemlock Lane, Menasha 54952. Tyler Wurtz State Farm Insurance Agency LLC, Tyler Wurtz, 1295 Appleton Road, Menasha 54952. Tech 4 Less LLC, Scott Rogers, 1570 Lone Oak Dr., Neenah 54956. Imajinart LLC, Carolyn Arlene Dargevics, 1242 Fawn Dr., Neenah 54956. High Cliff Thoroughbreds LLC, Jeffrey L. Hesson, 244 E. Doty Ave., Neenah 54956. Manasseh Ministries Inc., Amy Towns, 2316 Deer Prairie Dr., Neenah 54956. H.I.S. Home Interiors & Staging LLC, Peggy A. Schimel, 1174 Park Village Dr., Neenah 54956. Anew Choice Care Inc., Jason J. Schmitz, 1531 Elk Trail Ct., Neenah 54956. Moka Photos LLC, Kari L. Rasmussen, 2521 Maple Grove Dr., Neenah 54956. Karnitz Property Management LLC, Bruce E. Karnitz, 1342 Inverness Lane, Neenah 54956. Epoxy Solutions Inc., Thomas G. Sanderfoot, 2424 Progress Ct., Neenah 54956. Cornerstone Ministries Inc., Mark A. Harmon, 136 W. 19th Ave., Oshkosh 54902. Fletcher Chiropractic Office S.C., Michael W. Fletcher, D.C., 440 N. Koeller St., Oshkosh 54903. Quandt Plumbing LLC, Jason W. Quandt, 1010 Wylde Oak Dr., Oshkosh 54904. PJ Electrical Services LLC, Peter Vanden Heuvel, 6074 Green Valley Road, Oshkosh 54904. Frugal Fashion LLC, Wendy S. Wilke, 538 N. Main St., Oshkosh 54901. Fox Valley Youth Theater LLC, Annamarie Madeline Sullivan, 4395 Swallow Banks Lane, Oshkosh 54904. Kitchen and Home Appliances Direct LLC, Matthew Mead, 951 Honey Creek Road, Oshkosh 54904. Annie’s Wishy-Washy Laundromat LLC, Ann M. Freid, 714 Nicolet, Oshkosh 54901. Marylyn’s Resale Therapy LLC, Marylyn K. Ochowicz, 511 N. Main St., Oshkosh 54901. Gallery Homes Real Estate Rentals LLC, Billie Jo Mathusek, 5405 Nickels Dr., Oshkosh 54904. Watson Street Tea and Treats LLC, Kim Diane Bahr, 801 Randall Place, Oshkosh 54901. Ryan P. Ames O.D. LLC, Ryan P. Ames, 2848 Newport Ave., Oshkosh 54904.

Building permits B2B includes a monthly list of building permits (not to include residential projects) in excess of $400,000.

We Have Them. Ahern has over 100 certified/licensed service technicians.

Congratulations New North B2B on Your 10 Year Anniversary 800.532.4376 |

52 l NEW NORTH B2B l JULY 2012

Western Racquet & Fitness Club/Prevea Health, 2502 S. Ashland Ave., Ashwaubenon. $500,000 for an interior remodel of the existing facility. General contractor is Rodac Development & Construction of Green Bay. May 1. Appanasha Pet Clinic, 1205 Wittmann Dr., Menasha. $1,120,110 for a new veterinary clinic. General contractor is Delsman Construction of Reedsville. May 4. CitizensFirst Credit Union, 750 Witzel Ave., Oshkosh. $1,090,000 for a new financial institution building. General contractor is Miron Construction Co. of Neenah. May 4. Kwik Trip, 1725 W. 9th Ave., Oshkosh. $900,000 for a new convenience

WHO’S NEWS store, fuel canopy and cash wash. Self contracted. May 8. G&G Machining, 1801 Progress Way, Kaukauna. $950,000 for a 39,940-sq. ft. manufacturing facility. General contractor is James J. Calmes Construction Company of Kaukauna. May 9.


Live at Lunch Presented by

HH Gregg Appliance and Electronics, 2496 Oneida St., Ashwaubenon. $680,897 for interior renovations to 11,400 square feet of the existing retail building. Contractor is Gallant Building Solutions of Illinois. May 9. 2970 Walker Wisconsin, 2970 Walker Dr., Green Bay. $3,200,000 for a 97,000-sq. ft. addition to the existing industrial facility to accommodate new manufacturing space for Little Rapids Corp. General contractor is Consolidated Construction Corp. of Appleton. May 14. Spring Creek Center LLC, 651 S. Green Bay Road, Neenah, $625,000 for a 9,508-sq. ft. addition to and renovation of the existing Dollar Tree store. General contractor is Blue Sky Contractors of Appleton. May 16. Spring Creek Center LLC, 647 S. Green Bay Road, Neenah, $3,250,000 for a 74,603-sq. ft. retail grocery store building for Festival Foods. General contractor is Blue Sky Contractors of Appleton. May 21. Lakeside Packaging Plus Inc., 100 W. Fernau Ave., Oshkosh. $704,034 for an addition to the existing warehouse on the industrial facility. General contractor is Miron Construction Co. of Neenah. May 25.

Music and food Wednesdays at noon in Opera House Square, downtown Oshkosh


11 Patchouli/The Roxy

Seating is limited. Guests are encouraged to bring their own chairs or blankets.

18 Nicki Sims/Oshkosh Bistro 25 Erin Krebs & Jeff Johnston/ Caramel Crisp

There will not be a July 4 concert.

(920)303-2266 · Thanks to our major sponsors:

Pioneer Metal Finishing, 486 Globe Ave., Ashwaubenon. $400,000 for a 9,800-sq. ft. addition to the existing manufacturing facility. General contractor is Consolidated Construction Corp. of Appleton. June 12.

New business The Bottle Room was opened by Justin and Christine Rutchik at 2300 Lineville Road in Suamico as a full-service craft beer and wine bar. The establishment is open for lunch and dinner with a tapas-style menu, and includes a retail wine and beer shop, wine and beer tastings and a private meeting room with A/V hook up and 60-inch television.







Av e






lA ve

ke t



e Ave

Tim Brown purchased the Anytime Fitness center at 1069 W. Fond du Lac St. in Ripon. Following the purchase, Brown undertook a renovation of the fitness center in May. Anytime Fitness in Ripon can be reached at 920.740.4154.

Neenah-based J. J. Keller & Associates, Inc. rolled out a new product called FMLA Manager, a web-based subscription service to help HR professionals handle compliance with all aspects of the Family and Medical Leave Act. FMLA Manager allows users to schedule and track




New products/services







Buca di Beppo opened at 1190 N. Casaloma Dr. near the Fox River Mall in Appleton. The international chain features family-style Italian meals including lasagna, spaghetti with meatballs “as big as your head,” chicken rigatoni and veal saltimbocca. The restaurant can seat up to 175 guests.




N. Main St.


Commerce St.



Located in downtown Oshkosh off Pearl Avenue



U.S. Cellular relocated its 1956 S. Koeller St. retail store in Oshkosh to a new store twice the size down the road at 1280 S. Koeller St. The store’s phone number remained the same at 920.651.8980.


Jackson St.

New locations

We’re easy to bank with and easy to find!


NEW NORTH B2B l JULY 2012 l 53

WHO’S NEWS federal, state and company-specific FMLA leave; determine employee eligibility; set customized parameters based on specific company leave policies; and generate reports on status, use, action items and more. J. J. Keller is offering a free trial of the product by going online to www. Sunset Hill Stoneware of Neenah unveiled its UnderWare brand of production pottery stone coasters that can be customized with business logos. Sunset Hill Stoneware can be reached by going online to www. or calling 800.509.4662.

Anniversaries B2B includes celebration announcements for businesses and organizations recognizing anniversaries of 75 years or more and at 25-year increments. To submit an anniversary announcement, email the editor at First National Bank-Fox Valley celebrated its 125th anniversary this past May. The bank was chartered on May 23, 1887 in Menasha by a group of local investors. Richard Chauncey Russel, founder of Menasha Wooden Ware Company, was among those investors and served as the first president of First National Bank until 1890. Today the financial institution has about $317 million in assets and operates in Appleton, Neenah, Menasha and Oshkosh. Peter J. Prickett serves as FNB-Fox Valley’s 12th president over the course of its history and leads a team of 64 employees. A partner in the communities it serves, FNB-Fox Valley employees donated more than 1,600 hours to more than 30 different organizations in 2011.

Business honors

Sure-Dry Basement Systems, Inc. of Menasha was awarded the firstever Exemplary Marketing and/or Performance Award for 2012 from the Fox Cities Chamber of Commerce & Industry. Coalesce, Inc. in Appleton received a silver national Addy Award in the Sales Promotion Point of Purchase category for the custom sampling kit designed for Verdi Olives. J. F. Ahern Co. of Fond du Lac ranked as the 25th largest mechanical contractor in the U.S. in Contractor magazine’s 2012 edition “Book of Giants.” The publication also ranked Ahern No. 5 nationally in both fire protection and water/wastewater treatment sales. Austin Straubel International Airport’s FlyGRB campaign received a gold national Addy Award in the Mixed-Media, Local Consumer category and a silver Addy in the Local TV Campaign category. The campaign, created by Arketype in Green Bay, also received first place awards in the Marketing Campaigns and Television Advertising categories from the Airports Council International – North America for 2012. Faith Technologies of Appleton received the 2012 Business of the Year Award in its Service category from the Fox Cities Chamber of Commerce & Industry.

New hires

Awards and honors earned by individuals are listed separately in the Who’s News section of New North B2B. Outagamie County Airport (ATW) received the Best Marketing Award by Allegiant Travel Company for its “Toes in the Sand” campaign it ran last summer. This recognition is given every year to one of the airports served by Allegiant. Keller Planners, Architects and Builders of Kaukauna ranked No. 1 in the nation for the third consecutive year in the Metal Construction News annual ranking of square footage of steel. Keller construction projects in 2011 included more than 1.76 million square feet of steel. Keller also ranked No. 2 in the nation in the magazine’s same ranking for tons of steel purchased, having used 8,703 tons of steel for construction in 2011. The Greater Green Bay Convention & Visitors Bureau won the 2011 Outstanding Marketing Campaign Award from National Association of Sports Commissions in the category of Budgets Under $100K for its social media and direct marketing promotions of Green Bay during Super Bowl XLV.


The U.S. Small Business Administration recognized First National BankFox Valley as the top lender in the $100-$350 million asset class for the 2011 fiscal year. During the year, the bank authorized 40 loans to businesses in northeast Wisconsin totaling nearly $11 million. Those loans provided start-up capital for six businesses and allowed other existing businesses to add more than 50 jobs in the Fox Valley.


54 l NEW NORTH B2B l JULY 2012


CopperLeaf Boutique Hotel & Spa in Appleton hired Deb Johnson as general manager. Johnson has more than 20 years of hotel management experience and was the previous general manager for the Best Western Plus Grand Seasons Hotel & Conference Center in Waupaca. ThedaCare Physicians-Internal Medicine in Neenah added Curtis Baltz, MD and Steven Knaus, MD to its team. Dr. Baltz is the recipient of the Glanville A. Bennett Award and Mosby Book Award, and had served as the president of the medical staff for Appleton Medical Center and Theda Clark Medical Center in Neenah. Unity in Green Bay hired Darelynn Louscher as a nurse practitioner. Louscher has more than 35 years experience in the medical field. RGL in Green Bay hired Rebecca Usiak as vice president of sales. Usiak has 12 years experience with pricing, operations and sales in logistics with a focus on intermodal, having previously worked in logistics with Schneider National and Pacer Transportation Solutions.




WHO’S NEWS South Hills Golf & Country Club in Fond du Lac hired Emily Cain as its events and membership coordinator. Cain previously worked at The American Club Resort and at Blackwolf Run golf course in Kohler. Miron Construction Co., Inc. in Neenah hired Thomas Daniels and Paul Werth as project managers, Kristi Branchford and Sadie Leppi as project coordinators, and Dave Klein as an industrial project manager. Jay Manufacturing in Oshkosh hired Eric Meulemans as its director of supply chain. Meulemans has more than 20 years of manufacturing and purchasing management experience, most recently serving as director of purchasing for Marinette Marine Corp. Prior to that, he worked in a number of senior leadership roles at Oshkosh Corp., Abbot Laboratories and Ripon Foods.

Promotions ThedaCare promoted Larry Sobal to vice president of cancer and cardiovascular services. Sobal had overseen ThedaCare’s cardiovascular services after the health system merged with Appleton Cardiology Associates in 2011. Prior to joining Appleton Cardiology as its chief executive officer in 2004, Sobal served as CEO at Jabas Group Consulting in Grand Chute.

Connors has 27 years experience in Catholic healthcare administration, and has been with St. Mary’s since 1993, the last five years of which he served as COO. St. Vincent’s COO Tom Bayer was appointed to senior vice president of regional development. Keller, Inc. in Kaukauna promoted Craig Otis from construction foreman to manage its safety, training and quality control programs. Otis has worked at Keller for 19 years and has experience managing projects and personnel.

Individual awards Sarah VanWychen, manager for the Cold Stone Creamery at 3420 E. Calumet St. in Appleton, received a Manager of the Year Award from the organization, which is given to 20 managers nationwide. Heather Moericke, an employee from the Fox River Mall location of Cold Stone Creamery, received a Crew Member of the Year Award, one of just 10 presented nationwide.

Elections / appointments Susan May, president of Fox Valley Technical College in Appleton, was appointed to the board of directors for the National Association for Community College Entrepreneurship, the leading organization promoting entrepreneurship training through two-year colleges.

G. H. Lenz & Associates in Green Bay promoted Jim Lenz to president of the insurance agency. He started with the agency in 1999 and was appointed vice president in 2006. The Hospital Sisters Health System Division – Eastern Wisconsin promoted Larry Connors as the common chief operating officer for both St. Mary’s Hospital Medical Center and St. Vincent Hospital in Green Bay.


Let the Name Calling Begin!

Call Me “Speed Demon”

I’ve been called a “Speed Demon” all my life. My

peed Demon” Dave, AKA “S er Project Manag Co-Owner See Dave’s work at the following local businesses: St. Paul Assisted Living, Mt. Calvary Lutheran Church, Capital Credit Union, Victor Allen’s Coffee, Good Company, Matthews Tire and Auto Service Centers, Salon CTI, Unison Credit Union, and Apple Tree Connections to name a few.


FACE of Keller

love of fast cars doesn’t affect my ability to keep my customers’ projects on track. With more than 25 years of construction experience and a knack for managing multiple job aspects, my customers love the fact that I’m with them to the finish line. With established subcontractor relationships, a vast portfolio, and years of practice, this “Speed Demon” is geared up to use my construction knowledge to my customers’ advantage. I am a face of Keller, and you can call me “Speed Demon” all you want, just know that I’ll put my knowledge to work for you to get your next building project done on time and within your budget. I am an Employee Owner, Project Manager, and Design/BuildExpert. But don’t just take me at face value, call today and experience for yourself the difference that is Keller, Inc.

Construction Excellence Since 1960

1.800.236.2534 l Offices in the Fox Cities, Madison, Milwaukee & Wausau NEW NORTH B2B l JULY 2012 l 55

WHO’S NEWS Business calendar New North B2B encourages businesses and organizations looking to attract interested persons to upcoming events to send an announcement to: New North B2B, Attn: Who’s News, P.O. Box 559, Oshkosh, WI 54903. For more events, log on to July 6 Heart of the Valley Chamber of Commerce monthly Coffee & Conversations forum, 7:30 to 9:30 a.m. at Little Chute Village Hall, 108 W. Main St. in Little Chute. There is no charge to attend, but registration is appreciated by contacting the chamber office at 920.766.1616. July 10 Young Professionals of Fond du Lac event, Company Tour, 11:45 a.m. to 1 p.m. at National Exchange Bank & Trust, 130 S. Main St. in Fond du Lac. The event is free to YPF members and $10 for nonmembers. For more information or to register, contact the Association of Commerce at 920.921.9500 or July 10 Oshkosh Chamber of Commerce Sales Club, 7:30 to 8:30 a.m. at the chamber building, 120 Jackson St. in Oshkosh. No cost to attend for chamber members. For information, call 920.303.2265. July 11 Women in Management – Green Bay chapter monthly meeting, 11:30 a.m. to 1:30 p.m. at Best Western Midway Hotel in Green Bay. Program

56 l NEW NORTH B2B l JULY 2012

is “How to Travel Inexpensively Using the Internet.” For more information or to register, go online to July 12 Small Business Success: Best Practices, an event from the Venture Center at Fox Valley Technical College, 7:30 to 9 a.m. at D.J. Bordini Center, 5 Systems Dr. in Appleton. Cost to attend is $15 and includes breakfast. For more information or to register, call 920.735.5709 or email July 12 Women in Management – Oshkosh chapter monthly meeting, 11:15 a.m. to 1 p.m. at La Sure’s Banquet Hall, 3125 S. Washburn St. in Oshkosh. Program is the leadership award presentation. For more information or to register, go online to or contact Nancy Jo at njdietzen@ or 920.232.9786. July 16 Fox Valley Moxie Exchange monthly meeting, 3 to 6 p.m. at Rasmussen College, 3500 E. Destination Dr. in Appleton. Speaker is Whitney Johnson, co-founder of Rose Park Advisors and a Harvard Business Review blogger, discussing “Getting a Seat at the Table.” For more information or to register, go online to or contact Autumn at 920.915.1208 or July 17 A.M. Oshkosh, a morning networking event from the Oshkosh Chamber of Commerce, 8 to 9 a.m. at WOW Logistics, in Oshkosh. No cost to attend, but registration is required by going online to or calling 920.303.2266.

BUSINESS CALENDAR July 25 Marketplace of Ideas, a half-day event from Heart of the Valley Chamber of Commerce – Business After Hours, 11 a.m. to 6 p.m. at Tanner’s Bar & Grill, 730 S. Railroad St. in Kimberly. The event includes exhibits from local businesses, a pair of seminars from guerilla marketing coach Al Lautenslager, and a Business After Hours during the evening. No cost to attend, but because space is limited for the marketing seminars, registration is appreciated by contacting the chamber office at 920.766.1616 or online at August 2 Small Business Success: Best Practices, an event from the Venture Center at Fox Valley Technical College, 7:30 to 9 a.m. at D.J. Bordini Center, 5 Systems Dr. in Appleton. Cost to attend is $15 and includes breakfast. For more information or to register, call 920.735.5709 or email August 14 Oshkosh Chamber of Commerce Sales Club, 7:30 to 8:30 a.m. at the chamber building, 120 Jackson St. in Oshkosh. No cost to attend for chamber members. For information, call 920.303.2265.

Advertiser Index Bank First National 53 Bayland Buildings Inc. 15 Capital Credit Union 46 CitizensFirst Credit Union . ............................ 24 Credit Matters, Inc. 48 Davis & Kuelthau, s.c. 5, 29 Digiprint 56 Fast Signs 23 First Business Bank .................................... 60 First National Bank ~ Fox Valley ................... 58 Fond du Lac Area Assoc. of Commerce 40 Fox Valley Technical College ................................. 31 Frontier Builders & Consultants 51

Coming to B2B in August

Guident Business Solutions 39 Heart of the Valley Chamber of Commerce .............................. 34 ImproMed .................................................... 32 James J. Calmes Construction 21 J. F. Ahern Co. ................................................ 52 Keller Inc. ................................................... 55


Success stories on actively closing the skills gap to heighten the workforce in northeast Wisconsin.

Larson Engineering Inc. 51 Live at Lunch - Oshkosh 53 Marian University ............................................................ 38, 49 National Exchange Bank & Trust 2

Better Business Bureau New Members

Businesses accredited through the Northeast Wisconsin office during June 2012 Arrow Home & Mobile Home Service, Suring Bay Area Plastering, De Pere Bruce Kauffman Construction, Black Creek D. Olkowski Builders, Neenah DVH Custom Creations, Sherwood Extreme Customs, Oshkosh G & D Roofing & Siding, Green Bay Gretzinger’s Landscaping & Evergreens, Bonduel Harter’s Fox Valley Disposal LLC, Wittenberg JP Electric, Oshkosh Premier Pond Services Inc., Little Suamico Reinhold-Novak Funeral Home, Sheboygan Robinson Construction LLC, Tigerton Schaetz Quality Auto Repair Limited, Green Bay SMD Contract LLC, Manitowoc Two Men & A Toolbox LLC, Two Rivers Wellnitz Plumbing Inc., Little Chute Werner Pest & Odor Control, Seymour

Network Health Plan . ................................ 59 NEW Building & Construction Trades Council 13 The New North 28 Nicolet National Bank 42 Northeast Photocopy ..................................... 25 Oshkosh Convention & Visitors Bureau 16, 33 Outagamie County Regional Airport ................ 48 Rhyme 12 Sadoff & Rudoy Industries 10, 35 Security Luebke Roofing ................ 9, 14 Spancrete ....................................................... 7 Stellar Blue Web Design ........................................................ 41 Stolley Studio 49 TEC ............................................................ 27 Thomas James Real Estate 36 UW Oshkosh College of Business 8 Waterfest 16 Winnebago County Solid Waste Management ..................... 47

NEW NORTH B2B l JULY 2012 l 57

KEY STATISTICS Per gallon of regular unleaded gasoline.

$3.44 June 17 $3.57 June 10 $3.60 June 3 $3.62 June 24, 2011 $ 3.59 June 24


$404.6 billion

0.2% from April


from May 2011

Source: New North B2B observations






from April

from April



from May 2011


(2007 = 100)



Appleton Fond du Lac Green Bay Neenah Oshkosh Wisconsin

from May 2011 (Manufacturers and trade)


$1,575 billion


from April

from March

from May 2011

from April 2011



April Mar. Apr. ‘11 8.0% 7.3% 8.9% 8.1% 6.8% 6.8%

8.7% 8.1% 9.9% 8.6% 7.4% 7.5%

8.8% 8.1% 10.0% 9.0% 7.3% 7.5%

Prices for small businesses using less than 20,000 therms. Listed price is per therm.

$0.562 May $0.564 June 2011 $0.773 June

Source: Integrys Energy (Numbers above 50 mean expansion. Numbers below 50 mean contraction.)

May April

53.5 54.8

If there are indicators you’d like to see in this space, contact our office at 920.237.0254 or email

Proud to be a Top SBA Lender Federal Fiscal Year 2011

First National Bank – Fox Valley is recognized as the Top SBA Lender in Wisconsin (among similarly sized banks)

assisting many small to medium sized businesses throughout the Fox Valley by providing

flexible borrowing terms and conditions through Small Business Administration Loans. “I want to congratulate First National Bank-Fox Valley for their exceptional year of providing financing to Small Business. They have been able to provide the capital for businesses to start, grow and provide jobs.”

Eric Ness District Director for the US Small Business Administration Wisconsin District

58 l NEW NORTH B2B l JULY 2012


Equal Housing Lender Member FDIC


AT NETWORK HEALTH, WE SPEAK YOUR LANGUAGE. More and more people everywhere are intimidated with coordinating their health care. This leads to frustration, surprises and bad experiences. Meet Network Health, a different kind of health plan. We understand it requires more than just words and language, but also a commitment to customer service to break through industry clutter and confusion. Let us help you today.


HMO plans underwritten by Network Health Plan. POS plans underwritten by Network Health Insurance Corporation, or Network Health Insurance Corporation and Network Health Plan. Self-funded HMO and POS plans administered by Network Health Plan.

Our people

KNOW BUSINESS. That’s why they’re our people. There’s a difference between bankers who “do” business banking and bankers who know business. At First Business we’ve built a team whose expertise extends to specific types of businesses and the unique challenges they face. We know why businesses succeed — and what makes them fail. What we’ve learned working with hundreds of successful businesses can help your business thrive. Call us today.

(L-R) Mickey Noone, President Will Deppiesse, Vice President First Business Bank - Northeast

Y O U R S U C C E S S C O M E S F I R S T. Member FDIC

Commercial Lending : Treasury Management : Equipment Finance : Asset-based Lending : Trust & Investments : Private Banking

Fox Cities: 920-734-1800 Oshkosh: 920-231-2400 Green Bay: 920-435-5442

July 2012  

Regional business magazine

July 2012  

Regional business magazine