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GWP M a g a z i n e s

SYDNEY - Issue 24


MAY / JUNE 2009

$4.95 (GST inc.)

Business Resource&Lifestyle

Jim Taggart

Always be There for Others In Tough Times, the Tough Get Going Search Engine Optimisation Strategies

Publisher’s Guest: Ray Williams Member for Hawkesbury


GWP Magazine | Issue 24 | May / June 2009



Cover Story


Always be There for Others: How Jim Taggart Built a Successful Financial Planning Career Larry Woldenberg

Information Technologies

Publisher’s Guest 34


Ray Williams, State Member for Hawkesbury


Internet Marketing Using Search Engine Optimisation Strategies Bruce Gow


Back Up your Business, Collaborate and Get Outdoors


Regulars 14 16

Business Advice Six Ways to Lead Your Business Through Troubled Times Scott Tyler Motivating People to Produce Shahram Mehin


Building Capacity John Watters


Sponsoring International Workers John Glover


The Light Bulb has Switched On! Barry Knowles


In Tough Times, The Tough Get Going David Milne


Telecom Lower Costs + Increased Productivity = Higher Profits (Easy if you know how.) Darren Read


Political Agenda Political Agenda with Alex Hawke: Jobs for Australia

Business Chamber

54 Features 46

Teeing Off into History: A Historical Account of Leonay Golf Course Larry Woldenberg


There’s a Story Behind Every Great Diamond of the World Larry Woldenberg


Penrith Panther Corporate Boxes Get Plenty of Take-Up Larry Woldenberg


Don’t be a Sheep… Get Ahead of the Competition… Use SEC Consulting to create a strong future for your organisation Steve Kavanagh


Come to Brothers Café in Bella Vista for that Family Feeling Larry Woldenberg


New to Australia: the Fourminute, $2 Workout that Delivers the Same Benefits as a 45 Minute Jog Michael Walls


Use Bartercard to Promote Your Business through Inflatable Events Larry Woldenberg

Ryde Business Forum – Supporting Businesses in Sydney’s Fastest-growing Business District Sabrina Ferguson


Chamber and Ausindustry Assist Hills Business to Move Forward


Chamber’s 8th Annual State of the City Address Roman Dechnicz

Features 18

Strengthening Your Competitive Edge: Western Sydney Manufacturing Week 2009


Family Accommodation Project for Westmead Children’s Hospital Needs Your Help Larry Woldenberg




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GWP Magazine | Issue 24 | May / June 2009


GWP M a g a z i n e



Editor and Publisher: Dmitry Greku Staff Writer/Cover Story: Larry Woldenberg

Dmitry Greku - Editor and Publisher - GWP Magazines

The Hit List Project – Your Marketing has Never Been Better During the last two months the GWP Business Resource & Lifestyle Magazine has jumped to a massive 68 pages!! This issue is our first issue of the 5th year, and I’ve got one of the simplest and most innovative ideas for those who would like to grow their business along with us. I would like to introduce to you our new “Hit List” Project. They say, there is “Shotgun Marketing” and “Sniper Marketing” – the Hit List Project is a “Machine Gun with Sniper Optics Marketing”. The Project was developed for clients who take a double-page spread contributing a one-page article and a full-page advertisement for 6 issues. A business taking this option supplies us with their database of potentially 50-100 clients to whom we will then send GWP Magazines at our own expense. This is a unique opportunity to follow up the recipients of the magazine regarding your products and services promoted – the opportunity never before presented by any other business magazine. We suggest our clients who participate in the Hit List Project place different content


GWP Magazine | Issue 24 | May / June 2009

in every issue according to their particular target market segment’s needs. Some of our advertisers/contributors are already involved and we are looking forward to your rapid business growth. If you are interested in a great response you have never expected from your marketing campaigns before, contact us at any time to discuss more details. And remember, it’s still can be done under our unbeatable Anti-Crisis Offer. Have a great day. Take care of yourselves and your clients.

Contributing Writers: Scott Tyler Shahram Mehin Roman Dechnicz John Glover Steve Kavanagh John Watters David Milne Barry Knowles Darren Read Bruce Gow Sabrina Ferguson Michael Walls Nicole Baines Art Director: Svetlana Greku Graphic Design: Xabier Goñi, XDesigns Photography: Francesca Surace, Stilz Fotografika Printing: Sony DADC Distribution: Wrapaway Transport Pty Ltd; Geon AP Mail Business Resource & Lifestyle Magazine is published by Norwest Advertising and GWP Magazines ABN: 82 096 352 064 Suite 206, 10 Norwest Central, Century Circuit, Baulkham Hills NSW 2153 Advertising Enquiries p | 02 8831 8313 e | To Subscribe w |

Copyright Norwest Advertising and GWP Magazines 2009. The opinions expressed in this journal do not necessarily reflect and are not to be regarded as the official opinion of the editor, publisher or their agents. All information contained within this journal is provided for general information purposes only and on the understanding that none of the content herein constitutes professional advice. The editor, publisher or their agents accept no responsibility for any claim, loss or damages arising out of or in connection with any materials contained in this journal. Readers should not rely on the publications in the journal and seek appropriate professional advice in respect of their own circumstances.

GWP Magazine | Issue 24 | May / June 2009


Suzy Balogh - Ambassador for Norwest Advertising and GWP Magazines, Gold Olympic and Commonwealth Games Medalist

Growth Through Adversity I have now been living in Sydney for two issues of GWP Magazine; doesn’t time fly! This time last year I was still smarting from the disappointment of having missed out on qualifying for the Australian Olympic Team going to Beijing and dealing with the realisation that I would be unable to defend my Olympic title. But now, one year on, I can truly say that through adversity there is growth. I have assessed, learnt and am improving. I’m loving Sydney and the diversity it offers. I’m also appreciating my in-car navigation to its fullest. My “Hitting Targets” Team Building business is developing nicely and after a forced year of not being able to shoot for Australia I am very eager to compete on the world scene again. This year I have three official international competitions on the Olympic Trap circuit — World Cups

GWP Sponsors

in Belarus and San Marino and the World Championships in Slovenia. Let’s hope that my current good domestic form sticks around for those events. I am also hoping that the “Shooting for a Cure” charity event that Dmitry, his GWP Magazine and I are hosting in August also runs to plan. It is shaping up to be a very entertaining day and a great fundraiser for the Breast Cancer and Prostate Cancer Research. We have restructured it a little with conscientious hardworking Corporates in mind; instead of a morning shoot and luncheon, we have swung it around so that a day’s work can occur before taking part in the corporate teams shoot, followed by an auction, entertainment and dinner — all whilst taking in the beautiful vistas of Western Sydney Parklands.

Please take advantage of the corporate sponsorship packages and bring your team along for a morale-boosting, team-building event that is exhilarating, empowering, explosive and also for an awfully good cause. Best wishes and take it one target at a time.

GWP Magazine Supports

Ryde Business Forum

GWP Magazine’s Alliance Partners


GWP Magazine | Issue 24 | May / June 2009

Extraordinary Event for Superwomen & Men in Black

Shooting for a cure Fundraising Event to support primarily the Breast Cancer and also Prostate Cancer Research in Australia. The event is aimed at being an opportunity for team building, staff morale, networking, business promotion and generally just having a good time.


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The afternoon will commence with a corporate team clay target shoot under the supervision of Suzy Balogh, Olympic and Commonwealth Gold Medallist followed by a dinner, charity auction and entertainment.

Bring Your Corporate Teams! Where Sydney International Shooting Centre, Cecil Park When Thursday 27th August 2009 3pm - 9pm

Shoot your Day out froM $120 pp Sponsorship Packages from $1,250 (Includes 5 people shooting + dinner) ticketS: Shooting - $120 per person Dinner - $150 per person Shooting + Dinner - $250


For more information on tickets and sponsorship packages: | 02 8831 8313 GWP Magazine | Issue 22 | January / February 2009



GWP Magazine | Issue 24 | May / June 2009

great australian BUSINESS PEOPLE

Always be Others: There


How Jim Taggart Built a Successful Financial Planning Career

By Larry Woldenberg

Everyone knows these are hard times. But how many financial planners can say they’ve lost only one client over the last 12 months? Hard yakka is a term used for trades people, but hearing Jim Taggart’s story makes it seem equally applicable to this successful financial planner.

Waiting in the Norwest foyer of the Taggart Group, I was pleasantly surprised by the warm greeting of a man head of a large insurance brokerage and financial planning business. It was no small achievement creating a base of 6000 clients all happy with his services in a time of financial

turbulence. How did Jim manage such a feat? This is his story. “I came from a poor background,” Jim explained. “One brother died and my father left our family when my other brother and I were very young. School didn’t seem appropriate when my mother was a single pensioner and we were receiving Smith Family food parcels. So I quit school and took labouring jobs because they paid the most money. “I soon learned that if you didn’t provide for yourself, you’d end up with nothing. Work gave us food and shelter. We lived in Ermington.

GWP Magazine | Issue 24 | May / June 2009


“But I also knew I needed to improve myself, so I went to night school and got my School Certificate, and went on to teachers college. English was my Achilles Heel, but I managed with a lot of help from my teachers to get through Catholic Teacher’s College. “I worked in clubs and played sport, so I had a lot of rough edges for academia. I’ll always remember Brother Ambrose Payne who never failed to inspire me to persist with my studies at Catholic Teachers College. “I guess the major influence in my life, however, was Carol whom I met in my second year of college. We’ve been married for 32 years, and it’s been her steady support at home that has buoyed me up through all the hard times. “When I finished teachers college I ended up teaching for 12 years in Catholic Schools and found that a privilege. But I then wanted to better ourselves and decided to opt out for a career as a financial adviser. I also went back to studying this time at University and studied Commerce, majoring in Financial Planning. Now I’m in the last stages of completing my Doctorate in Business Administration through Southern Cross University and have a diploma in General Insurance as well as being a Certified Financial Planner. “Constant study is not a chore when you love what you’re learning. Once the challenges are over, you see the beauty in what you’ve accomplished. You can never be too smart. Consequently, I’ve always tried to become proficient in whatever I endeavour to do.” When I asked Jim how he got started, his story could serve anyone beginning a career. “When I started off on my own, Carol and I worked for ourselves from Day One. That was in 1987. Carol doubled as my personal assistant and a mother at home while I worked. Fortunately, Prudential at that time did all the administrative work and I could concentrate on getting clients. But how to get those clients? That was the question. “I had to knock on doors, so that’s what I did. I went out every day and walked building sites. Housing was growing at leaps and bounds at the time, and all the tradespeople needed income protection and insurance.

Jim Taggart with representatives from Asteron & Aviva who were joint winners of the Plan For Life Life/AFA Company of the Year 2008.

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“My academic background actually helped because I was better prepared to explain things and had the necessary social skills. So 5-6 days a week from 7am to 4pm I would seek out tradespeople and have a chat about their situations. This is where I

great australian BUSINESS PEOPLE

Jim Taggart and other members of the 2008 AFA National Board with the Hon Malcolm Turnbull MP, on 20 August 2008 at an AFA information luncheon.

cut my teeth. Then I had to go out again at night and re-visit them in their homes in order to actually do business. Back then, all sales were commission-based. With bills to pay and 4 children, I had to perform. Not working was never an option.

walked the building sites and found certain tradespeople were still working albeit under shelter. This included plumbers, electricians, tilers, plasterers and the like.

“The tradespeople, too, were fantastic. They responded with gratitude for they had a need and I had the solution.”

“I’m a very determined person and I’m blessed to be able to turn that into good. Anyone can steer a ship in calm waters. When things are good, they’re good for everybody. But it’s when you’re challenged by life and its potholes that you have to navigate the landscape to the best of your ability. And sometimes that’s easy, but often it’s very difficult. However, it’s the potholes that change who you are and who you become.

When I asked Jim about the competition within the insurance field, he admitted there was plenty but with one major difference. “When it was pouring rain I still

“The biggest change came in 2001-2004. That’s when the Australian Financial Services Reform Act was legislated and we got our Financial Planning and Life &

“While the first 12 months were tough, extremely hard in fact, by that year’s end I had over 200 clients which slowly accumulated and grew. By this time I had equaled what I had been earning as a teacher.

General Insurance licences. This put a solid foundation under Advisor conduct, behavior and disclosure. “This came in wake of the 1994 legislation which made Superannuation compulsory and gave us the opportunity to talk to small business people with 2-3 employees. By this time (1994) we had some 2000 clients with small and medium-sized firms. “Now (1994) momentum was building on momentum and over the next 10 years we bought a couple of agencies and an insurance business. “Our business continues to grow with referrals, but we are also strategic in the way we collect and help our clients. “Now, having been in business for 22 years,

GWP Magazine | Issue 24 | May / June 2009


we have a reputation. We are also active in charity and community works. The values in life we demonstrate in our business as well. There are no mixed messages. Our business, after all, is about trust. “We currently employ 14 people. Getting the best from people is a primary goal because we are awarded in so many ways when we do that. Our staff has been extremely loyal and supportive in helping both myself and the business to achieve its goals and objectives. “The richness of life is people. By being

active every day with your family and acquaintances, you keep your cup full.” I asked Jim how he handles the present financial crisis for all his clients. He answered: “At a local level we believe the appropriate asset allocation and coverage should reflect the client’s own personal needs, goals and objectives. “So regular contact is a necessity and we make ourselves available to reflect upon and change, if necessary, our clients’ current portfolio mixes, so they will be appropriate to their circumstance.

“It’s important to note that in the current crisis, if the strategy you have implemented is appropriate, then you need to stick to your guns. Constant monitoring, however, is needed in reviewing according to your goals. “We’re very lucky that when people come here, they generally stay with us. They genuinely believe that we give people confidence. Even last year one side of our business grew by 24% and the other by 8%. “We had a lot of death claims. And when you go to their families the money won’t bring back the loved ones, but that they’re provided for leaves you with a very quiet but smiling heart. When you consider the importance of this you can understand why Life Insurance makes up 50% of our business. “We also try to come up with new and imaginative ways to obtain finance to further assist our existing and new clients. By the time this magazine goes to press we will probably have launched a mortgage and leasing concept called ‘no commission’.” I asked Jim what was the greatest challenge for him? The answer: “Getting the recipe right between home and work. This industry is very difficult. But I’m learning to delegate and do what I’m best at — seeing people.” One thing Jim finds is that there’s never a break in the workweek. “I still work 60-70 hours per week with all the meetings, study and work. I could have been smarter but the context of my life made it that way. Carol wanted to be a good mother, and she and I agreed on me being the provider. “Now we’re empty-nesters and memories bring regrets. Some of the memories have blank pages and you can’t redress them. While on the one hand, our business has material benefits, there is another side of sadness attached to that. “However, our 4 children have been absolutely wonderful in so many ways.” “Decisions were made to sacrifice but at the end of the day our marriage was the most important thing for Carol and I. Her belief and fidelity helped tremendously. Now our children are our best friends.

Jim Taggart with Lyn McMorran who is the President of the New Zealand Institute of Financial Advisers

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“Carol made it possible for me to maximise my time. Her parents have also been a great influence. They instilled in us a sense of every day purpose in having our feet on the ground in helping people. Bill (Carol’s Dad) would say ‘success or failure leaves subtle clues.’

great australian BUSINESS PEOPLE

Jim with his wife Carol

“Her parents were extremely caring and not afraid to remind you about what is right or wrong in any relationship. Bill would add: ‘There are only 2 ways to do things — the right way and the wrong way. How do you want to do it, Jim?’ “And Bill was always there if you needed him. I’ve had 2 heart attacks in the past year. I’m very grateful for friends and family.” That Jim had a heart attack is no mystery if you look at his life in more detail. Besides the long work hours and the continuing study, Jim’s community work staggers the imagination. Here are some of his roles. For 12 years he was Chairman of Salvation Army’s Red Shield Appeal. He is currently

a Director of Cumberland Industries which employs disabled workers. He has been the President of the Hills Chamber of Commerce and has been on numerous school boards. He helped set up years 11 and 12 at Gilroy College as well as setting up Marion College at Annagrove. He was Chairman for TAFE for West Sydney for 5 years which supervised 100,000 students and 10,000 teachers. He is currently the National President of the Association of Financial Advisors and chairs their Education Committee. He also continues to teach. He teaches “Insurance and Risk” at the School of Accounting at UWS Parramatta. Meanwhile, he still finds time to be actively involved in Sporting Clubs such as the Hills Junior

Rugby League Club and the Norwest Polecats. You have to wonder how he finds time to sleep? When it comes to recommendations for anyone starting up in business, Jim recommends the following: • Surround yourself with the best people who will challenge you and tell you the truth. • Believe in yourself • Never take people for granted • Let people know and feel that you care about them • Be yourself, but be your best self It’s hard to imagine Jim Taggart will ever retire. Business Resource & Lifestyle salutes such a staunch supporter of Family, Community and 6000 clients. G

GWP Magazine | Issue 24 | May / June 2009


business ADVICE

Scott Tyler, Managing Director - International Institute for Business Excellence

Six Ways to Lead Your Business Through Troubled Times Strong leadership is required to navigate a business through the current cloud of uncertainty. Successful business leaders have a knack for identifying market opportunities before others and manoeuvring their organisations to prosper from them. So what are the qualities of a successful business leader? How would such a leader respond to the current economic climate? This article hopes to provide insight into the answers to both these questions. The purpose of this article is two-fold. Firstly, it is to share the five key leadership qualities most correlated to business success, and secondly, to share six ways to lead your business through troubled times. Leadership Qualities Business Success


5. Social Skills Successful business leaders can be very persuasive and engaging. They focus on building and inspiring a team to help achieve their goals. Now that we have looked at the five qualities of successful business leaders, let’s now look at how such a leader would lead their business through periods of economic uncertainty. Six Ways to Lead Your Business Through Troubled Times


There are five leadership qualities that have a high correlation to business success: 1. Self-Awareness Strong leaders have an acute selfawareness. They are typically self-confident, openly acknowledge their strengths and shortcomings and usually a have healthy self-deprecating nature. 2. Self-Regulation Successful business leaders have the innate ability of self-regulation. They place a lot of value in trustworthiness and integrity. This is often reflected in their ability to effectively deal with ambiguity. 3. Motivation Business Leaders are often champions of change and have an unparalleled drive for achievement. As a result they often appear to have a knack for recruiting and retaining talent to help achieve their goals.

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4. Empathy Having the ability to relate well to customers and colleagues is a key quality of a strong business leader.

1. Set only a few clear, general goals as business strategies. Keep things simple but focused. Have a plan and make it clear to all employees. The people whom we employ have a special need for us to put everything into perspective for them. As Jack Welch once said: “Anyone can steer the ship but it takes a leader to chart the course.” 2. Inspire a shared vision. As a leader, you need to inspire your team to share your vision and to focus them on your plan and objectives. Leaders make sure people not only see their vision, but also live and breathe it too. Their energy and optimism is contagious. 3. Enable others to act. It is critical to empower your team so they may make an active contribution. Provide your staff with the support and resources they need to achieve their goals. They should also be held responsible and be accountable for their actions. Leaders find a way for the team to win.

4. Challenge the process. Leaders continually probe, push and challenge the status quo. Strategies that worked in more predictable market conditions rarely work during times of economic turmoil. Challenge how you are currently delivering your service. Is the market demanding something different? Has purchasing behaviours changed? 5. Model the Way. Leaders have the courage to make unpopular decisions and gut calls. They inspire risk taking and learning by setting the example. Exhibit the behaviours that you expect your team to adopt. 6. Make sure your employees know they are important. Leaders use every encounter as an opportunity to evaluate, coach and build self-confidence. Encourage loyalty through appreciation. Reward behaviour. I hope this article has provided some insight into the qualities of a successful business leader and how they would approach navigating their business through times of economic uncertainty. G If you would like some help modelling your leadership style to those described in this article, call the IIBE NOW. One of our senior consultants is on stand-by ready to discuss your unique needs and how our various Leadership and Executive Coaching Programs can help your business. IIBE p | 1300 309 171 e |

GWP M a g a z i n e P R E S E N T S



effective way

to improve the performance of your organisation is to increase the performance


productivity of your people .

THE PERFORMANCE EDGE The GWP Magazines, IIBE and LMA have come together to offer a unique Leadership Development Program that links directly to your corporate strategy. The Performance Edge Program sets workplace goals for learning & performance improvement and provides ongoing coaching post completion. The program provides measurable results and an identifiable return on your investment.

Create exceptional results through people Contact the IIBE NOW on 1300 309 171 for further information.

Ph: 1300 309 171 Email:

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GWP Magazine | Issue 24 | May / June 2009


business advice

Shahram Mehin - Leadership Management Australia (LMA)

Motivating People to Produce People in leadership positions often speak of the need to motivate people. This implies that you do something to get people to work harder.

The reality is that no one ever motivates anyone else. Real motivation is internal. It comes only from within. However, as a leader with a better understanding of the principles of human motivation and the desires and situations that move people to action, you can create a climate that encourages the development of motivation and maximises individual and team performance. So what is gaining that edge to be able to get your people to be self-motivated worth to your organisation? Introduction Self-motivation does not develop in a vacuum. Rather, it is generated in the context of a comprehensive, continuous training and development plan. When your team members experience the exhilaration of improving their skills and abilities, their self-motivation increases. In turn, their desire to grow and develop as individuals and within their roles increases dramatically. People act in order to gain benefit or to avoid a loss. Because understanding and insight precede change, to gain some understanding of what is currently motivating employees and business leaders, the L.E.A.D. survey is a great source. Better understanding what benefits employees seek to gain and what losses they want to avoid enables you to improve on the job performance thereby increasing their work satisfaction even more.

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The Performance Edge workshop Traditional Methods of Motivation The most common forms of motivation in business and industry are based on what is called the Law of Cause and Effect or the Principle of Reinforcement. The organisation rewards the behaviour it wants to continue and interrupts the reward process or provides penalties for the behaviour it wants to eliminate. Fear motivation is negative reinforcement and relies on the willingness of people to submit to pressure. Individuals must decide that the benefits of remaining in the group and suffering the punishment offset whatever losses or damage the punishment inflicts. Fear motivation tends to teach what not to do, rather than what should be done.

Incentive motivation is positive reinforcement - that is, reward for desirable behaviour. This is the foundation for the motivational and incentive schemes for employees in many organisations. Under the incentive system, special rewards, incentives and benefits are offered in return for certain desirable behaviours. The first weakness inherent in the incentive system is that withholding the reward becomes a form of punishment. Although incentive motivation avoids some of the disadvantages of the fear motivation, the improvements are less than satisfactory. The greatest weakness of the incentive system is that the promised reward that motivates the workers today may not motivate them in the future.

business advice Attitude Motivation The most effective system of motivation is based on the satisfaction of individual needs. Become sensitive to the needs of the people you wish to motivate and help them fill their ever-expanding appetites for achievement, additional responsibility and independence, self-expression and a sense of belonging. No two people are motivated in exactly the same way. True motivation comes from within and is the responsibility of the individual. You can, however, create and direct it toward improved personal productivity on the job. Key elements to consider when adopting attitude motivational strategies; • Everyone’s need for self respect • Employee’s need to belong

• Offering additional training or development to the team members • Being aware of some of your team members’ important personal goals • Taking note of some action demonstrating initiative and express your appreciation for that action to the person • Finding ways to let the rest of the organisation know who is doing a good job and why • Improving the work area to make it more attractive and worker-friendly • Making a point of speaking personally to those that have been absent as a result of illness or vacation • Learning about some of the interests your people may have outside of work.

What is happening in May? • LMA is currently accepting enrolments for the May intake for a Cert IV in Business (Frontline Management) - to find out how you could upskill and develop your key people for as little as $400 per person, contact Shahram Mehin on 8875 7938 or

For a complimentary needs and gap analysis contact: Stig Falster t | 02 8875 7938 m | 0400 441 666 e |

Industrial Relations Workshop at Gordon 18th March 2009 • The need for social and financial status • Security Helping people to see how their needs are being met through productive work on the job builds the satisfaction derived from doing the work well and receiving reasonable and fair compensation. Developing a Motivational Plan In previous articles we discussed the principles of setting goals and how to kickstart the business in 2009. Now you need your team to have a full tank of emotional and motivational content. Here are some options to consider setting some goals around: • Understanding what each team member would like to achieve from their roles on a personal level

Summary In essence there are two distinct ways an organisation can influence motivation. It can either be through traditional cause-andeffect, Carrot-and-Stick approach, or it can be through attitude motivation which can require more upfront effort but builds longlasting values that allow the employees to become self motivated. Special Thanks A Special Thank You to John Law from John F. Law and Associates for an informative and interactive session on Industrial Relations held on 18th March. There was great attendance from a variety of businesses and we raised $255 for LifeLine Western Sydney. G

To enquire and enrol in our open programmes contact: Leyla Mehin t | 02 8875 7938 m | 0400 418 123 e | To find out about utilising our facilities in Gordon and upcoming seminars contact: Shahram Mehin t | 02 8875 7938 m | 0400 418 070 e |

GWP Magazine | Issue 24 | May / June 2009



Strengthening Your Competitive Edge: Western Sydney Manufacturing Week 2009 The NSW Department of State and Regional Development (DSRD) and the Greater Western Sydney Economic Development Board are hosting Western Sydney Manufacturing Week from 18 to 22 May 2009.

Western Sydney Manufacturing Week offers a wide range of workshops and seminars designed to help small to medium enterprises develop and grow their businesses in these turbulent economic times. Why manufacturing? Sydney’s West is home to a great diversity and concentration of manufacturers — from small one-man operations through to large multinationals with extensive advanced production facilities. These include large-scale steel producers, high-tech electronics manufacturers and biotechnology firms working at the cutting edge of Australia’s scientific development. It is this diversity of industry which gives Western Sydney a winning economic edge. Western Sydney is a hub of smart manufacturing — such as advanced product development, information and communications technology (ICT) and biotechnology. Manufacturing in Western Sydney is successful because of the capabilities of its highly skilled workforce, the existence of efficient supply networks, its capacity to add value to customers, and its success in the global market place. This year’s Western Sydney Manufacturing Week events examine opportunities arising from the rapidly changing industrial and human resources market, improved market intelligence and the benefits of adopting more prudent financing and funding strategies.

technology, innovation for manufacturing, integrated web site design, financial sustainability, and positive business building. Each event is designed to provide pertinent information and sound advice.

Manufacturing Lunch at the Mt Druitt TAFE on Tuesday 19 May. This popular event is a forum for prominent businesswomen leaders to share their thoughts about their careers in manufacturing.

The Leaders Forum headlines Western Sydney Manufacturing Week 2009 with the theme Survival Strategies in Turbulent Times. The forum (which is held at the Castle Grand in Castle Hill on Monday 18 May, starting at 5.30 pm) includes an industry panel discussion featuring leading Australian industry and Government speakers.

On 19 May the Macarthur Innovation and Manufacturing Cluster hosts an event about writing a successful tender. This practical workshop for companies seeking new business opportunities is held in Campbelltown.

Topics for discussion include survival strategies manufacturing companies can use to grow and thrive during the current economic downturn. The forum is hosted by the Greater Western Sydney Economic Development Board, the leading advocate of business growth in Western Sydney. Organisers anticipate up to 250 managers and owners of small to medium enterprises operating in Western Sydney will attend the forum. The focus of Western Sydney Manufacturing Week events include the global financial crisis, the rapidly changing industrial and human resources market, and improving market intelligence. The week features workshops designed to inspire manufacturers to be at the forefront of innovative thinking. Other topics include staying ahead of the pack, developing new market and business opportunities, and adopting a flexible, innovative approach to all aspects of business. Redefining business processes and models to gain a strategic advantage are discussed, as is restructuring and embracing more prudent financing and funding strategies.

Speakers also look at the advantage of embracing new technologies and creating partnerships to secure contracts in the global economy.

The importance of adopting new technologies is analysed along with collaborating and partnering to secure global contracts.

The events cover topics such as supply chain and logistics, information communications

Other Western Sydney Manufacturing Week highlights include the Women in

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The NSW Department of State and Regional Development and the CEO Institute is hosting a breakfast function on 21 May, which looks at positive opportunities arising from the global financial crisis. The keynote speaker is business trainer, consultant and humorist John Lees. Site Visits Western Sydney Manufacturing Week traditionally includes a number of site visits with leading manufacturers. This year is no exception. Site visits are an opportunity to inspect some of the more interesting businesses contributing in the manufacturing sector. Companies and institutes opening their doors include ANSTO, Machinery Automation and Robotics, Amcor and Linfox. Site visits are a regular and popular part of Western Sydney Manufacturing Week; those interested in taking part should register early. This year is expected to be the best yet with 1,200 attendances expected for the week. G For a complete list of speakers, site visit locations, event venues, and start and finish times, go to au/westernsydney or call 1300 661 539 for more information about Western Sydney Manufacturing Week 2009.

Western Sydney


Manufacturing Week

Strengthening your competitive edge 18 – 22 May Western Sydney Manufacturing Week 2009 has something for every manufacturer seeking to stay competitive. The program, which runs from 18 to 22 May, features site visits, workshops, seminars and special events. To register for an event and programme details go to or call 1300 661 539 Western Sydney Manufacturing Week 2009 is coordinated by the NSW Department of State and Regional Development in partnership with the Greater Western Sydney Economic Development Board.

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business advice

John Watters, Programme Manager - ParraSIP

Building Capacity If we look back to the business environment 12 months ago, one of the most predominant buzz phrases of the time was “skills shortages”. It appeared that every industry was plagued by a lack of suitably qualified employees which appeared to be hampering productivity, efficiency and growth. More interestingly, a blame game appeared to exist between the various stakeholders, namely education, businesses, industry groups and governments. So how did this happen?

The causes of such skills shortages are as numerous as the number of people with an opinion on the subject. Some people point the finger squarely towards governments, wishing that more should have been done. Many take the view that young people are apathetic and unwilling to work. Others fault the education system, claiming that there is a mismatch between education and industry expectations. In any case, most people are more willing to blame everyone else without acknowledging their role in this continuing challenge. The global financial crisis is extremely unique and is challenging almost every business across the country and world. Times are testing and many are suffering. Nonetheless, if we reflect upon history, the stock market is littered with economic peaks and troughs. Businesses will restructure, reform and reposition themselves. Most importantly, businesses must acknowledge that they cannot look forward without looking in the rearview mirror. More specifically, will businesses have the capacity to take advantage of opportunities as they arise if they haven’t taken a proactive step towards addressing skills shortages?

20 GWP Magazine | Issue 24 | May / June 2009

Regardless of any slowdown, skills shortages still remain below the surface of most businesses. The population of Australia is ageing; the time needed to become educated, qualified, trained or skilled has not been reduced significantly; the global population is not in decline; and robots or mechanisation have not replaced humans in one sweeping motion. Adding to this is the fact that as Australia’s population ages and looks forward to retirement, this labour power vacuum cannot be simply filled by young people who are newly qualified. Decades of experience cannot be simply replaced by someone with numerous pieces of paper or letters; more significantly, continuity within business and effectiveness suffers. Particularly for medium-large enterprises, the time to build capacity is now. Strategic and competitive advantage foundations can be laid now and come to fruition as economic circumstances improve. Addressing skills shortages takes time and for those unwilling to invest, engage and partner with organisations that can assist, then the chasm of skills shortages that existed 12 months ago will again appear and any advantage that may have been gained now will be lost. Building capacity within organisations can be seen by some as a cost. But how much will it cost your business by not building capacity now? Organisations such as ParraSIP, BREED and HillsSIP can assist you to build capacity by engaging with young people through a variety of tailored methods. Capacity building is never a cost; it is an investment that is critical to the viability of any business. G

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GWP Magazine | Issue 24 | May / June 2009


business advice

John Glover, Director - Pendragon

Sponsoring International Workers Bizarre as it seems, despite the rise in unemployment, Australia is still suffering from a severe shortage in many skilled occupations. Even when having to downsize in one area, many employers have requirements in other departments that are near impossible to fill in a reasonable time, often leaving key roles open for months on end, resulting in more inefficiencies and further poor results – it’s a vicious cycle. Although the migration program has recently been pared back, these changes relate only to the permanent visa classes. Employers seeking access to the international resource pool are still able to apply to become approved sponsors under the Standard Business Sponsor program and thereby be eligible to offer sponsored temporary residence visas to suitable international candidates.

In the past, accessing foreign talent was the domain of the multinational blue chip corporations only. SME’s were unsure of how to tackle this complex beast, and more often than not, simply steered away from it. However, with the assistance of registered migration agents and the expertise of consultants who specialise in this niche area, smaller and medium sized enterprises are now starting to realise the benefit of being able to expand their search for talent across the globe. The application costs are relatively minor, especially when compared to the returns realised by having the right person on board on time. Know your obligations One of the areas of highest concern is the obligations that the business bears in order to sponsor a visa. There are many horror stories about companies being caught

22 GWP Magazine | Issue 24 | May / June 2009

short and ending up out of pocket when an employment relationship goes sour. While most are urban legends, there certainly have been incidents where companies have been burned simply because they weren’t aware of what their rights and obligations were. Make sure that you fully understand your obligations before you make any offer of employment. DIAC (Department of Immigration and Citizenship) publishes Information Booklets from time to time, stating the requirements. Take the time to familiarise yourself with these obligations to prevent nasty surprises later on. If using an employment management company, find out if they are willing to underwrite some of the more onerous obligations or how you can protect yourself against later claims through having a solid employment contract in place. Once understood, the visa undertakings are easy to meet. The role of the migration agent Migration agents are there to make your dealings with the DIAC as pain-free as possible. They should know the legislation thoroughly and be willing to spend time with you explaining the ins-and-outs of the visa classes. Only use an agent registered with the Migration Agents Registration Authority, and make sure that your agent is well versed in the employer nominated visa classes. Migration law is a vast and complex area, and many agents choose to specialise in only one or two categories. Don’t be afraid to ask for references - a good agent should be happy to supply you with these.

The role of the employment management firm Employment management firms are often able to simplify the process of employing international workers by offering an

outsourced management service. This generally comprises of a payroll service (to offer benefits such as the Living Away From Home Allowance) and a monitoring service to ensure that the DIAC requirements are being met). The more established firms should also be able to offer you a full package complete with visa assistance, negotiation between the potential employee and the business, employment law advice and ongoing employment management services. Once again, don’t be afraid to ask for references. Moving Forward If you have roles within your business that have traditionally been hard to fill, or one that you are currently struggling to find a suitable candidate for, step out and consider the international workforce. For a relatively small investment, you could tap into a fresh skills pool where you aren’t clamouring against competing employers or getting involved in bidding wars for the right candidate. There are many thousands of people looking for the opportunity to move themselves and their family to our country. Being offered a sponsored visa is often their only choice, and once secured, their gratitude is evident in their work ethic with them often going on and rising rapidly through the ranks at their new organisation. Good Luck! G Pendragon p | 02 9407 8700 f | 02 9407 8701 e | w |

Pendragon Employment Solutions We are here to assist so talk to us… At Pendragon our aim is to make your life easier by providing a wide variety of services to both businesses and individual contractors. At Pendragon we are offering you: • FREE Visa Assessment & Migration advice • Contractor Management Services • Salary Packaging Services • Recruitment

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Norwest Central Suite 203 | 12 Century Circuit Baulkham Hills | NSW 2153 GWP Magazine | Issue 24 | May / June 2009


business advice

Barry Knowles, Managing Director - Sydney@Work

The Light Bulb has Switched On!! (It only took about 6 years) Something mind-blowingly, earth-movingly amazing happened this month which I just have to share with you. In the process I have to give my company Sydney At Work a plug, but that is a fortunate side effect. The main point is we can all do things to improve our businesses. I don’t know whether I’m pleased I worked it out, or embarrassed it took me so long. The story is this: We have always been proud that our permanent recruitment business has been a quality service. Given half a chance by the client (some clients are their own worst enemy when it comes to using recruitment services effectively), we will run a managed campaign. We will go to see the client and the premises, take a full brief of the job (the job description, skills required, personality required, conditions, etc.), and then go about the business of searching out as many candidates as possible from the marketplace and our database. We will log responses, read all the resumes, telephone a “long list”, set up interviews for a selection of those telephoned and conduct face-to-face interviews. Finally, we will produce a recommended short list complete with profile notes and assessments for each candidate of how they match the selection criteria. This is then followed up by making interview arrangements, helping with negotiations on conditions and salary, and follow up until the job is offered, accepted, and the person starts and settles in. Now that, by anyone’s yardstick, is a quality service and beats most of our competition. But we realised there were things missing, things which, without substantially changing the service, we could improve upon. I wish I could say the improvements we made

24 GWP Magazine | Issue 24 | May / June 2009

were the result of a subjective analysis of the service and our clients’ wishes. We did a client survey, but it didn’t give us the insights we needed.

how we had documented the results, and to give our detailed impressions of how each short-listed candidate matched up to the selection criteria, how they would

If you want to take the service beyond expectations, you can’t just be driven by the clients’ expectations. In all honesty, the improvements were borne out of sheer frustration that despite providing a quality service, some jobs were going sour through no apparent fault of our own. Perhaps we weren’t managing the client carefully enough? And in the current economic climate that couldn’t be allowed to happen. So what changes did we make? • We scored the “long list” candidates against the selection criteria at the telephone interview stage and prepared a detailed report. Not more work than before but more visible. • We had two people share the interview. No extra questions, no more time spent overall, but now we had two people’s impressions to talk through and compare, rather than one person handling the whole campaign. • We transferred our combined impressions into the candidate’s Personal Profiles and agreed on the shortlist. • We introduced a detailed report to back up existing email and phone contact and personally presented it. We were able to explain how we arrived at our conclusions,

perform in the job and why we selected them over other candidates. Not much change or added cost overall, but the results were stunning. The clients we trialed this new “platinum” service on were bowled over by the service and the insights and assistance we were able to provide. How satisfying is it to get “We have been really impressed by what you’ve done for us” comments from your clients without having to prompt? So, in summary, my revelation is simply this: Quality isn’t enough. Visibility of process; demonstrated added value and creating conditions where you, the supplier, are seen as an integral part of the solution, are key to providing that “Wow” factor that will help us get through the next few months. G Sydney@Work Suite 201, 12 Norwest Central Century Circuit, Baulkham Hills 2153 p | 02 9680 2051 f | 02 9680 3051

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Darren Read, Managing Director – Vodafone Business Centre Norwest

Lower Costs + Increased Productivity = Higher Profits (Easy if you know how.) I really enjoyed reading the March/April issue of Business Resource & Lifestyle. The helpful articles included: “A Federal Government and Bank-Led Recession?”, “Ten Ways to Survive the Downturn”, “Doing Business in Tough Times”, “Slam Dunk the Downturn”, ”Surviving the Storm” and “Doing More with Less”. Is there a theme there I wonder?

In this article, I would like to give my own contribution to the subject of “recession proofing” your business. I want to offer you more than just good advice; I want to give you a contribution that goes straight to your bottom line. Because any money that you can save off your fixed overhead costs, without expending any effort or time, is straight profit. “Cold-Hard-Cash” as they say. I also want to offer some practical advice on increasing productivity. Phone accounts are one of those areas in a business that nobody wants to know about. They are “just there”, too hard to work out, too confusing to decipher. But because the telecommunications market and technology changes so quickly, there is always room for improvement - with significant cost benefits. We all know about Mortgage Brokers and Insurance Brokers, but Telecommunications Brokers are no less important, especially if they can take on the burden of working out the best phone deals, free of charge. I have seen countless small businesses whose combined landline and mobile phone bills came to around $2000 - $3000 a month (before we sorted them out and began managing them properly), who now enjoy savings of around $1000 a month. That saving is straight profit, as we charge them

26 GWP Magazine | Issue 24 | May / June 2009

nothing for this brokerage service. Obviously the saving is relative to your size. I had great fun recently with a mobile bill that came to one million dollars every two months! On the question of productivity, we need to look at what else that little device in your pocket or handbag can do besides making phone calls. According to a 2007 study conducted by research firm Woolcott, 40 percent of office workers are bored with the desk bound nature of their jobs and feel the situation affects their productivity. The research also showed that 44 percent of workers want a job with the flexibility to spend at least half the working day out of the office, and they want a smart handset and support from management to do it. The research also showed that 59 percent of office workers believe mobile working is critical to the future success of the businesses they work for. By harnessing the mobile email capabilities of your mobile phones and other devices, your business gets a mobilised workforce that is productive anytime, anywhere. And every mobile email user gains additional freedom in their routine resulting in better job satisfaction. With the continual advances in miniaturisation and the increases in Mobile data speeds you can take your desktop to your clients. We have helped countless companies mobilise there workforces. One example is a kitchen company that now designs customer’s new kitchens using their laptop with CAD programs at the client’s house. They then email off the design using a laptop mobile modem known as a VMC card. The head office checks the design and pricing including availability of stock and then email back a

conformation of price and the installation date. In doing this, the customer can have all the information in front of them to sign the contract on the spot. The company estimates the productivity saving is about $1200 per installation as the salesperson only has to visit the client once. They also have reported a 15 percent increase in successfully closed sales. For another company it was issuing their workforce with blackberry handsets. We identified that this major law company was very email reliant, but their lawyers were often calling the office to request important information to be read out over the phone or sent to the court house. We advised them that a Blackberry handset could effectively be used to transfer information that was not needed in a printed form to their staff and read during breaks in the proceedings. We also ensured that non-camera phones were issued to people involved in family court proceedings. They have found that this simple change has freed staff up to concentrate on the core business and saved costs in couriers. Add all of that together and you get a recipe for profit. Let’s have a chat some time, and let me work out exactly how much we can boost your profits by. You won’t regret it. G

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Baulkham Hills NSW 2153 GWP Magazine | Issue 24 | May / June 2009


Information technologies

Bruce Gow, Director - Search Engine Guy Pty Ltd

Internet Marketing Using Search Engine Optimisation Strategies: Five things to do to recession-proof your business online. The current economic decline has witnessed both major and small companies around the world tumbling out of business. Using the right Internet Marketing combined with effective Search Engine Optimisation strategies can help you and your business to not only survive recession, but to flourish in all economic times. Most commercial website owners don’t fully utilise the fantastic marketing opportunities that well-built and attractive websites are capable of producing. They are essentially nice looking electronic brochures for their current clients, instead of being lead generators to source new business for their owners. Now let’s make this absolutely clear — the objective of any website should be to make the owner money. This should happen by enticing the visitor to take some sort of action by way of contacting you by phone or email, placing an order, or opting in to receive a newsletter to grow your database. Most people will go to a lot of expense developing a website and then they ignore it. That’s like having a huge billboard in the middle of a forest. Here are some things you can do to recession-proof your internet marketing: 1. Make sure that your website is search engine friendly. It’s no good having a great-looking site if it is invisible to Google and other search engines. Some unfriendly choices are websites that are all flash, in frames or graphic heavy. Google can only read text, so give it and your visitors something to read! 2. Remember that it’s the copy that sells. Focus on provided interesting content

28 GWP Magazine | Issue 24 | May / June 2009

Qualified Professional - see http:// adwords-qualified-professional.html

that is easy to read and gives benefits to the visitors. This will include two or three USP’s (Unique Selling Propositions) and Third Party Testimonials from happy clients. Finally, take away the perceived risk of dealing with your company by offering a rock solid guarantee.

Then target keyword phrases that don’t cost a fortune and have been missed by your competitors.

3. Measure everything. If you’re spending money on advertising, measure every ad for effectiveness. If it’s not converting sales, dump it. No sense spending money that doesn’t generate a return. Install Google Analytics and use the Google Website Optimizer (GWO).

As Business Coach, Scott Tyler pointed out in his past GWP article “Business Lessons from Past Recessions” ....”Companies increasing marketing expenditure during a downturn experience more benefits than those that maintain or cut their marketing budgets.”

The GWO (no, it’s not a mixed-up acronym for my name!) is a fantastic tool for measuring all of your ads or pages components, from the colour of the graphics to the positioning of the copy. Here are some of the elements that it can test at the same time or individually: • Headline and sub-heads • Calls to action • Assurances and guarantees • Images • Forms • Copy

This is a good time to stand out from the rest. Remember, effectively constructed internet marketing is cheaper than other media including TV, radio, newspapers and direct mail. So grow, don’t reduce, what you’re doing online.

4. Go out and get focused traffic and relevant links pointing to your website. Register and submit articles to submission directories, network on the social media sites such as Linkedin, Facebook, Stumble Upon, etc. Get links on all of the free local directories and Google Maps. Get listed in the Yahoo Directory and worthwhile paidinclusion directories. This is not a time to get conservative. Your competitors probably will, and it is to their detriment and to your benefit. 5. Get a Google Adwords Campaign set up by an accredited Google Adwords

But you don’t have to hire me. Just go do it with expert advice from a reputable SEO firm, and you will reap huge gains in these slow economic times. G

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GWP Magazine | Issue 24 | May / June 2009


Information technologies

Back Up Your Business, Collaborate and Get Outdoors Ways to change the way you do business An inner-city Marketing Communications Agency was struck by the recent Sydney electricity blackout five minutes before an important tender submission. As the deadline passed, days of gruelling work were wasted as a result of the phone and server crash. Even though the work had been completed, there was no way to lodge the online tender. This frustrating event which saw the company miss out on an important opportunity was completely preventable with some simple yet critical office technology that can be supplied by GlobileNet.

How safe is your data? New communication technology is dramatically changing the way we work, how we store information, how we deal with external colleagues and even where we work. There have been significant advances over the last few years that are all geared towards saving small and medium size businesses their two greatest assets – time and money. Achieving Security of Information Could you retrieve your data after a break-in? Being able to retrieve data is the ultimate security concern for any business. Installing an online back-up system is a cost effective way of storing your data in a secure and remote location. An online back-up system ensures that your data is safe in the event of a fire, flood, theft or blackout, giving you piece of mind. It can store up to 10 versions of files and allows you to retrieve your data or recover lost files anywhere and at anytime; all you need is

30 GWP Magazine | Issue 24 | May / June 2009

an internet connection. Your information is encrypted before it is sent ensuring it is safe. The hard-working company could have simply gone anywhere with a working internet connection, logged on and retrieved their tender. Real Time Collaboration How much time do you spend meeting colleagues, sending files and gathering feedback? With collaboration technology, you can invite another team member to work with you on the same document at the same time across a shared platform, facilitated online. Imagine you are working on a pitch, tender or article with a colleague in another office or company. Instead of making changes, saving and naming another version and then emailing it across to your colleague for comment, you can both work on the same document whilst talking to each other in real time. The potential for creative collaboration and time saving is enormous. With this collaboration technology the days of missing files and numerous versions of the same document clogging server space are obsolete. Our inner-city company would have completed the document much faster to begin with, as they wouldn’t have been waiting for colleagues to come back with final comments. Wireless Flexibility What could you achieve if you weren’t chained to your desk? Wireless technology gives freedom to the desk-bound worker, since they no longer need to be in the same place everyday to complete their work.

With a wireless, office staff can move their laptops into a meeting room to make a presentation with ease. Unsightly masses of blue and grey cables disappear and trip hazards are eliminated. Wireless technology adds an extra dimension to office usability and can improve the way you use your expensive metres of rented office space. Outdoor areas can be used as meeting rooms, providing an inspiring setting. Wireless technology is also great for PDA users who can have phones diverted at entry to the office. These new office technologies provide real opportunities for saving time, money and working more closely in real time with colleagues. They are simple to install and highly cost-effective. After the scare of the blackout, our Marketing Communications Agency has ensured they have their new technologies installed, so they don’t miss out on the next tender. G

If you would like information on how these technologies can support your business, please contact GlobileNet for an obligation free consultation. GlobileNet is a communications technology solutions provider. With over 20 years experience they specialise in delivering telephony, IP networks, online back-up, wireless, facility management and system design and maintenance. GlobileNet p | 1800 79 GNET (4638) e | w |

GWP Magazine | Issue 24 | May / June 2009


Political Agenda

Alex Hawke, Federal Member for Mitchell

Political Agenda with Alex Hawke: Jobs for Australia Small businesses in Mitchell employ the bulk of our local workforce. It is therefore necessary that small business receives the right treatment from government to help them through these difficult economic times.

In addition, the Coalition will provide more support to family businesses seeking advice during these tough economic times, and an online one-stop-shop would ensure all federal, state and local business forms were available on the one website, making it easier for operators.

The Coalition is committed to maintaining our strong and vibrant small business community and has developed a six-point Small Business Action Plan to give them the support they need to lead Australia’s economic recovery.

These Coalition measures will get government out of the way and allow local small businesses to weather the financial storm and keep locals in their current jobs. This is in direct contrast to Labor’s initiatives for small business.

I have been working with Malcolm Turnbull and the Coalition to offer the right support to small business in Mitchell. Our action plan will increase small business cash flow, cut taxes and make it easier to keep employees on the payroll.

The Rudd Government’s spending sprees have contained no measures to protect small business from the economic downturn. Only Malcolm Turnbull and the Coalition can get the conditions right for small business, so they can remain profitable and keep local men and women employed.

The Coalition understands small business is the most critical part of our local economy – the source of local economic growth, innovation and job creation. The Coalition’s action plan offers a financial lifeline to struggling local small businesses. Eligible struggling small operators would be allowed to claim back up to $100,000 in tax paid in the three previous years against the tax value of any loss incurred this and next financial year. Plus, local businesses with 20 or fewer staff would have the Commonwealth Government pay 3 per cent of the Superannuation Guarantee Contribution this year and 1.5 per cent next year. These initiatives will help boost cash flow and reduce the costs of employing people.

32 GWP Magazine | Issue 24 | May / June 2009

In order to ensure we get the best input from local business, I am hosting a Mitchell Jobs for Australia Forum on Monday, 4 May, 11am at the Crowne Plaza in Norwest Business Park, so I can hear your ideas on how to maintain and create jobs in our local economy. Our special guests for the day are Steven Ciobo MP, Shadow Minister for Small Business, and Senator the Hon. Michael Ronaldson, Shadow Special Minister of State. These two important Shadow Ministers will be joining me to host the Mitchell Jobs for Australia Forum. The feedback we receive from you as a local business will be taken directly to Canberra and will help build policy for the future.

Ensuring every Australian has the opportunity to work is the single most important objective of Government, and must be the top priority of economic management. The Coalition believes well paid, skilled, secure jobs depend on enterprise, along with low taxes and incentives that make it easy for businesses to invest in people. Jobs for Australia is an initiative of the Coalition to make sure we leave no stone unturned in our efforts to protect jobs and create new opportunities for Australians. I encourage you and your colleagues to have your say about the jobs crisis at You can share your experiences and ideas through this online forum. Already we have received many worthwhile practical suggestions like assisting cash flow by getting the government to pay their bills on time and business incentives such as accelerated depreciation deductions. I hope to see you at the Mitchell Jobs for Australia Forum and at the Sydney Hills Business Chamber Lunch which follows. Please register for the forum and lunch at I look forward to hearing from you with your ideas. If you are unable to attend the Jobs Forum, please email me directly with your thoughts at G

For more information about the Coalition’s plan for small business or the Jobs Forum, please contact Amy in my office on (02) 9899 7211 or

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For more information please visit our website To check your coverage or if you have a specific question, email us on or phone 1300 029 209 GWP Magazine | Issue 24 | May / June 2009


Publisher’s GUEST

Publisher’s Guest

Ray Williams State Member for Hawkesbury with Dmitry Greku, Publisher/Editor, GWP Magazine. DG: Ray Williams is the State Member for Hawkesbury in the NSW Legislative Assembly. Ray has been a member of the Liberal Party for fourteen years, serving in many positions in local branches. He is my first guest representing the NSW State Government. As we all know, the economic situation in the State is arguably the worst in the country. So, today I would like to ask Ray to clear up some important points for the whole State business community. Ray, what do you feel is the most important issue effecting businesses in NSW at this time?

RW: There is a total lack of confidence currently being experienced by the large majority of businesses right across NSW. While this is obviously due in part to the current economic uncertainty, the political indecision by the NSW State Government in not providing any form of stimulus for NSW, years prior to the international collapse has exacerbated the situation.

It is vital that any government, regardless of political persuasion, provide leadership in order to provoke sustained investment and business confidence in these challenging times. While governments around the world are implementing stimulus packages in order to sustain employment, the NSW State Government has become completely disengaged with the economy and is demonstrating a clear misunderstanding of the most basic principles of sound fiscal and economic management. NSW has the highest rate of taxation of any state in this country. This, combined with a negative net migration population of almost 23,000 residents, equates to 70 people per day leaving this State to Queensland and Victoria. This mass migration was caused largely through a lack of available and affordable housing in Sydney and the outer suburbs. NSW had the worst rate of housing approvals in the last month than in any other month in the recorded history of this country. These problems were not caused by the global economic crisis, but were part and parcel of the failed policies of our NSW State Government over more than a decade. Rather than undertaking responsible measures to correct this situation and stimulate the housing market, the State government opted instead for a horror mini budget of increased taxes and cancelled major infrastructure programs. The increase in taxes and the slashing of the $50 back-to-school allowance punished consumers (those who still reside in NSW) and the businesses which provide their employment. NSW creates two thirds of Australia’s GDP, yet the NSW economy has been in decline for the past decade. Despite almost 500 people a week leaving our state, our unemployment rate is 6.2 %, higher than any other state in this country. A vibrant housing market and a strong

34 GWP Magazine | Issue 24 | May / June 2009

Publisher’s GUEST economy go hand-in-hand, the direct and indirect consequences of retractive housing growth and a diminishing population impact on virtually every business in NSW. DG: It’s a very tough time for the majority of businesses. How do you feel the businesses in Sydney Metro Area are coping with the current economic climate? RW: There’s no doubt businesses are doing it tough and the next year will certainly be challenging. While Australia may remain slightly more insulated than other countries coming to terms with the global collapse, the business people I have spoken too are bracing themselves for an uncertain year ahead. However, the parallels between different industries is interesting. The Chifley Centre in the heart of Sydney was home to Babcock and Brown. Several coffee and sandwich shops recently bursting at the seams are now almost deserted due to the loss of 800 employees within that building alone. Real estate agents, on the other hand, are busy keeping up with the high demand for rental accommodation and the influx of first home buyers in the lower end of the market. In the outer suburbs of Western Sydney many businesses recently received their yearly land valuations and were astonished to discover land tax increases of between 15% and up to 98% had been applied. This was in direct contradiction to the Valuer General’s previous predictions at the beginning of this year that land prices remained lower this year than last. Ignoring this, they still pushed ahead with increased land valuations on commercial property, pushing land taxes higher and thereby contributing to further pressure on businesses and the risk of retrenchments. Western Sydney is a vital component in the overall economy of NSW. The population of Western Sydney is just under 2 million people. The Western Sydney economy is fuelled by a labour force of more than 900,000 people working for 151,000 actively trading businesses. Any increases in taxation at this point in time only amplifies the risk of staff reduction and there is strong evidence this is unfortunately happening. According to official ABS figures, 37,100 people have lost their jobs in the last six months or almost 200 people a day.

11,400 jobs were lost in February alone. A large majority of the jobs lost were from businesses in Western Sydney. The Centre of Full Employment and Equity study shows 76 Sydney suburbs – the vast majority in Western Sydney – are already on red alert because they are at high risk of job losses during the current economic downturn. It comes as no surprise, therefore, that the failure by the NSW Government to implement any sustainable stimulus package across this State is already costing a significant number of NSW jobs. DG: It’s a simple idea – If you need to sell something, you need to promote it. What should the NSW State Government be doing to promote and encourage business activity? RW: While most people in NSW would consider Sydney to be the gateway to Australia, during the past decade we have consistently lost major events to our sister states of Victoria and Queensland. The recent announcement that Tiger Woods has been enticed to Victoria is one case in point. Similarly, if NSW is to compete on the world stage, it must have clearly defined goals and direction for future growth. The NSW Opposition recently proposed a 15% cut in pay roll tax given NSW businesses already face the highest taxes in the country, with a typical business facing payroll tax bills 13% higher than the national average. Effective tax initiatives such as this are fundamental in promoting NSW as the most investment friendly state in Australia, something it cannot boast at this point in time. We believe NSW businesses, their employees and their families need help in these challenging economic times and a 15% cut in payroll tax for 2009 is one practical way for the NSW State Government to help. This initiative would help keep people in jobs by easing the financial pressures faced by some 30,000 NSW businesses currently struggling in this economic downturn. A one-off, 15% across-the-board cut would reduce NSW’s effective payroll tax rate to 4.89% making it one of the lowest in the nation. A willingness by the NSW Government to make a highprofile, billion-dollar investment in NSW business, could have a positive effect for NSW businesses overall outlook and confidence. It’s a welcome policy initiative and one we continue to encourage the NSW Government to embrace.

DG: Let’s try to look into the future – What would an O’Farrell - Liberal/National State Government do to promote business investment in NSW post 2011? RW: History clearly shows the Liberal/ National Parties’ record of responsible economic management when in government has been sound. We believe that in order for NSW to encourage investment and to provide the foundations for sound economic growth, a government must provide an effective tax and regulatory regime, a genuine partnership with business and the provision of critical infrastructure – not the current inertia displayed in all three areas. We will evaluate the existing drivers for, and barriers to, growth and innovation in the sector, especially those caused by government policies and practices, that has seen investment decline right across NSW. In government we would create an environment where private enterprise will respond positively, innovatively and with ingenuity to the challenges within this State. The role of government is to provide the foundations for competitiveness and prosperity, and the role of business is to be competitive and generate the prosperity that underwrites the living standards of every citizen. While maintaining and enhancing existing industries, we will foster the development of new growth industries. This provides an opportunity to grow the State’s economic pie by diversifying our industrial base and harnessing the increasing skills of our community. For those in government, it’s meant to be about maximising public value, just as those in business, are maximising the private value – different roles for government and business, but roles that are linked and can only be achieved together. The NSW Liberal/ National Parties believe that by having clear goals and direction and a determination to return transparency and accountability to government, NSW status as Australia’s ‘Premier State’ can be restored. DG: I would like to express my appreciation to you for your time and sharing your thoughts on such important issues. I wish you all the best in your political career. RW: Thanks Dmitry, it’s a pleasure and congratulations on this remarkable publication which is proving so beneficial to the NSW business community. G

GWP Magazine | Issue 24 | May / June 2009



Family Accommodation Project for Westmead Children’s Hospital Needs Your Help

By Larry Woldenberg

One of Sydney’s leading Institutions is the Children’s Hospital at Westmead. It serves as a teaching hospital for both the University of Sydney and the University of Western Sydney and conducts children’s clinical research, focusing on translating research into medicine. The hospital has a bed capacity of 339 and employs a staff of 2500. At the moment, there is a chronic need for extended family accommodation to serve the child patients. With this in mind, Parramatta Mission is contracting to supply 6 badly needed 2-bedroom apartments just 30 metres from hospital’s entrance. Westmead Hospital strongly supports the project. Childhood illness can be surrounded by fear and uncertainty. A child’s well-being will improve if the family feel confident and relaxed about the illness. Having the immediate and extended family nearby is a tremendous support of the healing process in children. That’s why this $2 million project is so important. The Parramatta Mission has already borrowed $1.3 million to fund the purchase of the apartments and has a Development Application currently before the Parramatta Council to do a $700,000 renovation of both the interior and exterior of the building. This will enable the families of children patients from Regional NSW and InterState to be with their loved ones at both the Children’s Hospital and the larger Westmead Hospital if rooms remain available. However, the focus will be on the children. Parramatta Mission is profoundly qualified to oversee the project. Currently, they manage the only motel in Westmead, the Wesley Lodge, which consists of 59 rooms. One of its managers, Dianne Hart, General Manager tells of the need: “Right now the existing accommodation for children’s families can’t cope with the demand. Either

36 GWP Magazine | Issue 24 | May / June 2009

Wesley Apartments Development for Parramatta Mission there’s a shortage of rooms or there is no room for extended family members because only single rooms are available. “We want to offer a space with Play Stations, a bath for the kids and cooking facilities where more than just the immediate family can stay. Grandparents, cousins, etc., could all come and help and this would be an opportunity for Mums and Dads to receive plenty of support. “For many children throughout NSW, Westmead Hospital is the only place they can receive the special treatment they need. Kids with leukemia need 6-month treatment programs. Organ transplants take 6-8 weeks. Radiation therapy patients need daily treatment but can often be outpatients. So they could conceivably stay with their families in this new facility. The same goes for kidney dialysis patients.” Parramatta Mission’s CEO, Chris Bertinshaw, describes the new accommodations as well

set-up and not expensively furnished. “When the apartments open for occupancy in October of this year, we plan to make them available at a low price of $300 a week which is less than a normal rental apartment in Westmead. “We really hope that people will respond to our Fund Raiser. Otherwise we will need to service the bank loan which will force the rental to go up to conceivably $600 a week - something we all wish to avoid.” G Anyone wishing to contribute can contact the Parramatta Mission directly on 9891 2277 or go to the dedicated website for more information.

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Transforming Lives GWP Magazine | Issue 24 | May / June 2009


business CHAMBER

Ryde Business Forum – Supporting Businesses in Sydney’s Fastest-growing Business District

By Sabrina Ferguson

The “tough economic times” which have hit in particular the retail, hospitality and finance industries are also hitting service providers of all sizes - printers, caterers, stationery... you name it. You may have lost a client or two, or your regular clients and customers have cut back on their spending with you. You need to find more customers in order to survive and then thrive.

RBF Board: Sabrina Ferguson, Charles Kilby, George Papallo, Elizabeth Webb, Andrew Bland (Chairman), Andrew Hill and Lyn Clark-Duff.

A solution? Join your local business association or Chamber of Commerce. In the heart of Sydney’s north, Ryde Business Forum (RBF) is an umbrella Chamber for local Chambers as well as having a strong member base of its own and provides a catalyst for businesses of all sizes and industries through its events and other services. If you think Chambers of Commerce are a bit fuddy-duddy, think again. The modern Chamber is a strong business tool you can use to improve your bottom line. A year’s membership is cheaper than advertising in a newspaper, and you will be promoted to other members through a variety of means. “We give our members the opportunity to expand their network in a number of ways. These include monthly networking events which are free to our members and firsttime guests, keynote speaker luncheons, educational marketing, HR and IR breakfasts and an annual business expo. We also provide a free news service for members through our website and two different newsletters. These are all opportunities for our members, but if you want to grow your business, you have to put the effort in,” said Andrew Bland, RBF Chairman. “We’ve seen a lot of synergy happen between members since our inception in 1993,” said Andrew. “We’ve seen businesses of all sizes partner on projects – anything from running educational seminars together to the design and construction of a new purpose-built high tech facility. “It can take months before you see a return on your membership investment, and this is true for any Chamber you join. The key is to

38 GWP Magazine | Issue 24 | May / June 2009

It’s not all doom and gloom in the economy - PM Rudd tells RBF members there are bright times ahead.

(l-r) Andrew Bland (RBF), Bruce Goodwin (Janssen-Cilag Australia), The Hon Kevin Rudd MP, Maxine McKew MP (Member for Bennelong), Chris Jones (North Ryde RSL Community Club) and Cr Vic Tagg (Mayor of City of Ryde).

attend as many functions as possible, to get out there and meet your fellow members. Savvy members come to as many events as they can, so you will see familiar faces and get to know other people’s businesses - as they will get to know yours. Even if you talk to someone who isn’t in the market for your services, they will probably know somebody who is and will pass your details on.”

Supported under RBF’s umbrella are the Armenian, Eastwood, Epping, Gladesville, North Ryde/Macquarie Park and West Ryde Chambers of Commerce, potentially giving hundreds of business people the opportunity to get to know each other. There are around 12,500 businesses throughout the City of Ryde, but only a fraction of them belong to a local business association.

If you’re just starting out with your own business, it can be daunting at first meeting up to 100 new people at one function. Networking isn’t for the shy, but as you make friends within your network it becomes easier.

“We’d like to see that change. The more businesses network with local Chambers and RBF, the stronger business throughout Ryde will be. We can keep our economy strong if we work together.” G

“Networking is particularly important for micro business owners, who are usually the boss as well as the sales person. In order to establish your brand and make people aware of what you do, try to attend as many functions as you can. If you’re part of a larger organisation you can pick specific team members to send to our events as we cover a range of topics particularly with our workshops.”

To find out more, visit, email Sabrina Ferguson, RBF’s Executive Consultant, on or phone 02 9807 4999.

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GWP Magazine | Issue 24 | May / June 2009


business CHAMBER

Chamber and Ausindustry Assist Hills Business to Move Forward Hills businesses will get a much-needed shot in the arm as the Sydney Hills Business Chamber commences delivery of a range of new programs. Thanks to a $75,000 Federal Government Small Business Assistance Scheme grant, local business owners and operators will now benefit from a wide range of low-cost business development opportunities being offered right in their very own back yard.

No longer will Hills business owners need to travel out of the area to enjoy educational business workshops or to meet with out-ofarea providers for one-on-one governmentfunded business guidance sessions. Costing as little as $30 per session, the local Business Chamber will now be providing business owners with the opportunity to affordably gain the essential skills needed to build robustness and maturity into their business during a tough economic period. “As well as fine tuning their business management skills, there is a strong need right now for small business owners to be

40 GWP Magazine | Issue 24 | May / June 2009

focusing on bringing in dollars, and this grant will provide the Chamber with the necessary resources to assist the local business community to do just that. The Chamber will be expanding the Referral PLUS Team Program, which is all about businesses teaming up with each other for the specific purpose of increasing sales and referrals,” said Nicole Baines, Business Development Officer for Sydney Hills Business Chamber. “Through the RPT Program, the Chamber is providing leadership, a much needed platform, and the education required for businesses to work together and help each other. The Small Business Assistance Scheme has been designed to build the capabilities of the businesses participating in funded activities and also of the agencies delivering those activities, and that has been kept top of mind in everything we are planning,” said Mrs Baines. Other opportunities available through the Chamber under this funding are: a new Leadership Development Program, introductions to out-of-area agencies where required through a Combined Chamber

Network being lead by Sydney Hills Business Chamber, an expanded offering of business networking functions to be held in and around the Hills, independent guidance on banking and finance, marketing planning, legal and accounting support, guidance on leasing, and support services for women in business. G Any business in the Sydney Hills looking to maximise their growth potential, prosperity and sustainability or who requires information and advice on issues that are important to them in sustaining and/or growing their business, should make contact with Nicole, Robin or Ashleigh at Sydney Hills Business Chamber on 9659 3366 to find out more about the wide range of relevant services available, or alternatively, visit


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GWP Magazine | Issue 24 | May / June 2009


business CHAMBER

Chamber’s 8th Annual State of the City Address

by Roman Dechnicz, president of Parramatta Chamber of Commerce

in Parramatta. Our area’s employment mix provides significant insight into our customer profiles.

In its eight year and hosted by Parramatta Chamber of Commerce in conjunction with Parramatta City Council, the 2009 State of The City Address, held in a packed Sebel Parramatta Ballroom, delivered an impressive while accuratelygrounded view of the landscape upon which the success of our businesses resides during these testing times.

Since the Chamber first suggested this event over 8 years ago it has served as a thumbnail sketch of what the Council has done in the previous year, what it intends to do now and what it intends to do for the next 12 months. Today more than ever the business community of Parramatta along with Council must stand united, stay positive and be determined to succeed. We must see problems as challenges, challenges that we can meet together as a business community with the support of our Council and its Economic Development Team. Traditionally, the key note speaker at the State of the City Addresses is Parramatta Council’s Chief Executive, and this year that fell to Dr Robert Lang. Delivering a presentation which shared Council’s vision of thousands of additional jobs and the need for 30 new skyscrapers housing their employers, Dr Lang also pointed out that a greater level of co-operation is required from the NSW Government if Parramatta is to realise its potential. In front of 300 local business and community representatives, Dr Lang made some key points important to businesses in our area. Parramatta Council and the NSW Government appear to be working well together with Parramatta greatly benefiting from the Government’s two CBD’s policy. This is behind the major shift in government operations to Parramatta, meaning local business conditions for those servicing these government agencies and their employees have boomed.

42 GWP Magazine | Issue 24 | May / June 2009

Dr Robert Lang, CEO and Cr Tony Issa, OAM Lord Mayor Parramatta Council and Roman Dechnicz, president Parramatta Chamber at State of the City Address

Parramatta’s Gross Regional Product (GRP) statistics show that companies involved in finance, insurance, property and business services produce the most economic output of all business sectors. These companies not only represent businesses in our area, but they bring customers to other businesses in our area. The Chamber is pleased to see prospects for these sectors remaining strong. Manufacturing is the third largest employer in Parramatta, yet employment in this sector is predicted to drop. That means less significant customers for local small businesses and less employees coming into Parramatta everyday. The future of manufacturing in our area affects many other businesses as well. While he predicts Parramatta’s unemployment rate will increase in line with rises to the national rate, Dr Lang predicts that Parramatta’s position as having a lower unemployment rate than the nation as a whole will continue. Parramatta Council predicts that the largest growth in employment in our city by 2025 will be in the government sector with retail, communications, property and business services and hospitality following. This is vital information for businesses operating or planning to operate

As business people, the cost of doing business is one of two issues we are constantly reviewing. The local governmentimposed cost of doing business represents a significant proportion of the total and it is pleasing from the Chamber’s view to see Parramatta’s fixed council charges are the lowest of all competing Sydney CBDs and second lowest when it comes to all statutory, operating and municipal charges.

Vacancy rates for A Grade office space in Parramatta is an important indicator to the health of our business community. Dr Lang reports that this retains a positive outlook, quoting A grade rental rates of $270 per square metre per annum in Parramatta compared with $480 for Sydney CBD. Are we not fortunate to live and work in Parramatta and not elsewhere? This year’s State of the City Address was another fantastic get together for Parramatta’s business community over a wonderful lunch with a wide selection of beers and wines thanks to the Sebel Parramatta. We look forward to seeing you all again next year. G Parramatta Chamber of Commerce PO Box 139 Parramatta 2124 Level 1 Suite 2, 8-10 Palmer Street Parramatta p | 9683 6655 f | 9683 6644 e | w |


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GWP Magazine | Issue 24 | May / June 2009


business advice

David Milne, Director - Expo Edge

In Tough Times, the Tough Get Going Every news report foretells an extremely difficult year ahead. Many businesses are assessing how this economic downturn will affect their company. This continuous media bombardment of doom and gloom can be depressing and choke your desire to continue the marketing plan you had originally envisaged.

It is at this point that you need to stop and think - what can I do to ride out this storm? Taking cover and closing the hatches is not an option. Whilst you are hiding from the storm, your competitor will be out there riding the waves. Those that make the right strategic decisions will be much better placed to take advantage of the inevitable recovery. There are many options that you can choose from to keep your company name visible and at the forefront of everyone’s mind, such as: • Newsletters to your customers • Features and placements in business magazines • Newspaper advertising • Joining Business Chambers and networking organisations • Attending networking functions • Exhibiting at Business Expos All of the above will work, but which one is the most cost effective? Which one will provide over 500 potential customers, face to face, in the equivalent of your office in one afternoon? Which one will then provide a networking cocktail party where you can cement relationships made that afternoon? And which one will provide individual potential customer information for you to work on weeks later?

44 GWP Magazine | Issue 24 | May / June 2009

Well Business Expos, of Course. Your office is probably very nice, but how many people know you are there? Or know what you do? There is no better way to promote your business, and its products and services, than exhibiting at an expo. In one energetic and fun-filled afternoon you will make contact with more prospects than you might otherwise come to your front door in months. Your booth is your creative blank canvas. This year we have reduced our booth prices which gives you the basic booth shell (your blank canvas) and offers you the chance to take this canvas and be as creative as you would like. Grab the visitors’ attention with your own style and innovative decoration and lure them in to chat with you. Remember, most of the visitors that you chat to could be future clients either next week or in the following months. Engage them. There will be some of you that are less creative or don’t have the time. The thought of producing an eye-catching booth is both time consuming and mind boggling. Here, at Expo Edge, we can help you again. Our staff are all experienced Expo Coordinators and have seen what works and what doesn’t. We can offer advice, ideas and contacts with our Alliance partners that can help you with the printing of your posters, business cards, pull-up banners or hiring of plasma screens, furniture or equipment. The Expo Edge team is always happy to help. After all, if you have a successful

expo, we have a successful expo too. We are all winners. This will be a very competitive year and if you are not exhibiting at the Expo, you can be sure your competitor will be. Expo Edge has a policy to restrict the numbers of competitors attending one expo, so be sure to book early – we would hate to have to turn you away! Even though we should all be concerned with the global financial crisis and take appropriate action to keep our business in business, the question is not so much “can I afford to exhibit at an expo”. It’s more “can I afford not to?” G

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Teeing Off into History: A Historical Account of Leonay Golf Course

By Larry Woldenberg

Little did I know when Leonay’s President of the Board, Peter Butler, invited me out for a round of golf that I was teeing off into history. But I soon learnt that there was a real story behind the course. Here’s an abbreviated account.

Firstly, we need to tip our hats to the Dharug Aboriginals who gathered tool-sharpening rocks from the Jamieson Creek which runs from Mitchell Pass through the front of the present clubhouse. This was, of course, long before the Colonials discovered the nearby Glenbrook Creek in 1818. The course played a role in early Colonial transport as well for the Blaxland, Wentworth and Lawson Road began construction in 1813 and eventually ran smack through the present day 18 holes. A land grant to Sir Francis Forbes, the first Chief Justice of Australia, contained the present golf course. Back then the land was named Edinglassie after one of his family estates in Scotland. (And let’s not forget that Scotland was the home of golf.) But we can thank an Adelaide winemaker, Leo Buring, for the idea of installing a golf course. In 1902 Leo married Ida Sobels whom he affectionately called “Nay”. After successfully managing 3 different Victorian wineries, Leo and his wife purchased the Edinglassie Estate (376 acres) for 2200 pounds in 1914. By combining their names, they came up with the name Leonay where the first wine was produced in 1923. Leo first conceived of the golf course idea in 1938. A 19-hole golf course was designed and opened for play. The extra hole had a unique twist. Because the course was a lengthy 5700 yards, you had the option at the end of 8 holes to continue on or play hole 9B which returned you to the clubhouse. Not a bad idea. Par was 70 and the course record was 73. It was held by Don Spence who had designed the course and was one of Australia’s leading professionals at the time. Back

46 GWP Magazine | Issue 24 | May / June 2009

then there were no metal clubs, so 73 was a great score.

Leo and Nay by changing the name of the local township from Emu Ridge to Leonay in 1973. G

But WWII put a crimp in things. The course closed and re-opened in 1946 as a 12hole course with sand greens where they can still be seen today. Nothing much happened over the next 2 decades and the golf club ended up moving to the present day Penrith Golf Club in 1964. Meanwhile, Leo Buring had died in 1961 at the age of 85 and the property passed into the hands of developers who wanted to re-open the course. This need dove-tailed with both the Emu Plains Sporting and Recreation Club and the Golfers Club of NSW that had inherited the course. By combining the 2 clubs a liquor license could by obtained and the friendly terms put forth by the developers enabled the club to re-form in 1968 and open for trading in 1969. The locals in the area paid homage to

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GWP Magazine | Issue 24 | May / June 2009



There’s a Story Behind Every Great Diamond of the World

By Larry Woldenberg

“Every diamond has four Cs - carat, colour, clarity and cut. This basic system has been used for over 100 years to grade the quality of diamonds,” explains Susan Cliff of Robert Cliff Master Jewellers. “These are recognised universally as the four principal characteristics by which both the quality and ultimate value of diamonds are determined. But today there is a fifth C - the Certificate of Authenticity. This document is not a valuation. Rather, it’s a description of the stone itself, assuring either quality or origin. By possessing such a Certificate, you’re assured of getting a genuine stone.”

However, there’s one qualification to the above. You need to make sure the Certificate originated from a Registered Gemmologist and has been issued by qualified Diamond Grading Laboratories.

was sleeping,” Sue comments. “Perhaps that’s why it’s presumed to be cursed. In fact, it has been stolen numerous times over the ages. Various parties warred over the great diamond.”

Perhaps one of the most famous diamonds is the Koh-i-noor diamond belonging to the Royal Family of England. It had been bitterly fought over for centuries having belonged to various Mughal and Persian rulers. Finally, it was seized by the East India Company and became part of the British Crown Jewels when British Prime Minister Benjamin Disraeli proclaimed Queen Victoria Empress of India in 1877.

One particularly amusing story occurred in the 18th Century when Nadir Shah of Persia invaded India and all the treasures of the Moguls fell into his hands except the great diamond. When one of the Mogul emperor’s harem informed Nadir Shah that the stone was hidden in the emperor’s turban, Nadir Shah invited him to exchange turbans. Of course, the hapless emperor had no choice but to comply. Later, in the

Ladies Diamond Ring

“Indian legends say the Koh-i-noor diamond originally belonged to Krishna, a Hindu God, and was stolen one night whilst he

48 GWP Magazine | Issue 24 | May / June 2009

privacy of his tent, Nadir Shah unrolled the turban and the gem fell out. It was then that the Persian proclaimed “Koh-i-noor” which means “Mountain of Light”. Hence, it derived its name. Other Persian emperors were not so lucky. One descendant of Nadir Shah lost his eyes to a marauder demanding to know the whereabouts of the diamond.


Diamonds a r e

F o r e v e r

Originally the stone was 186 carats. It’s hard to imagine this size when you consider that the average engagement ring diamond is 1-2 carats in weight. Unfortunately for the Koh-i-noor diamond, Queen Victoria complained that it had insufficient sparkle. So an Amsterdam jeweler was employed to re-cut the diamond. That’s because the more facets a diamond has, the more brilliant (sparkle perhaps) it becomes. The poor Dane laboured over 38 days as he cut the diamond down to 105 carats.

2008 Winner - True Local Awards 2008 Winner - Hills Shire Small Business Awards 2007 Winner - Castle Towers Marketer of the Year 2007 Winner - Hills Excellence in Business Awards 2007 Winner - True Local Awards 2006 Winner - Castle Towers Retailer of the Year of the diamond was instead diminished. But the stone’s history continued to be colourful for the diamond was worn by Queen Victoria as an ornament and through the years ended up as part of a crown made for Queen Mary and another in 1937 for Queen Elizabeth (the Queen Mother) which she wore for her husband’s coronation. The latter crown ended up residing in the Tower of London and was last seen in public adorning Queen Elizabeth’s mother’s (the Queen Mother)

Koh-i-noor diamond, the British would have to have given it back.” Today the Certificate of Authenticity also tells another bit of information. It should indicate whether or not the diamond is a “conflict diamond”. The United Nations defines such diamonds: “Conflict diamonds are diamonds that originate from areas controlled by forces or factions opposed to legitimate and internationally recognised governments, and are used to fund military action in opposition to those governments, or in contravention of the decisions of the Security Council.” The movie Blood Diamond with Leonard DiCaprio well illustrated the horrendous circumstances behind such stones. Today people won’t buy such diamonds when they discover their origin. There are plenty more diamond stories to tell but Susan is saving those for another day. More important is the fact that the people of North and Western Sydney have a Registered Gemmologist and Valuer in their midst. He is Susan’s husband, Robert Cliff, and he is located at Robert Cliff Master Jewellers in Castle Towers in Castle Hill. G

Apparently the pressure to perform was too great as he later suffered a nervous breakdown. According to the records, the cutting did not add much to the stone’s brilliance. In fact, many maintain that the historical value

casket a few years ago. “While the British have the Koh-i-noor diamond safely locked away, it hasn’t stopped India from claiming that it was stolen and periodically lobbying for its return,” adds Sue. “Had there perhaps existed a Certificate of Authenticity for the

Robert Cliff Master Jewellers Shop 380A Castle Towers Castle Hill, NSW 2154 p | 02 8850 5400 02 8850 7999 e | w |

GWP Magazine | Issue 24 | May / June 2009



Penrith Panthers Corporate Boxes Receive Great Interest

By Larry Woldenberg

Another exciting Penrith Panthers season is underway and you can still be part of the action. “We’re excited with our new Corporate Box packages receiving plenty of interest,” comments Scott Hudson, Corporate Partnerships Executive for Penrith Panthers. “With the economy going through its ups and downs our Club has responded with extra value Corporate Packages to provide local businesses more return for their investment.”

Scott is very animated when it comes to communicating what great entertainment opportunities are available for the Western Sydney business community and their customers. “Our Corporate Boxes hold up to 18 people, and this year we have gone even further to make your game-viewing experience even more enjoyable. “As we move into the season you can now purchase either Four-Game Packages or Single-Game Packages. This is fantastic because you can even choose the games you and your customers specifically want as well as being affordable for your entertainment budget. “The sporting experience is a great one to share with your clients, and while the economy may be slowing, we all know it will turn around at some point and rebound. And when it does, those who have been looking after their customers and building stronger client relationships will be the first to benefit. You don’t want to let your competitors get the jump on you, so the exclusive experience we offer is the perfect opportunity to cement better working relationships. “This year our Corporate Boxes have benefited from the $5 million revamp we’ve just completed. Our food options have improved significantly with a newly expanded commercial kitchen now allowing us to increase our gourmet footy finger food range with additional cold appetisers and hot dishes. So far we’ve received great feedback about the quality of our new food offerings.

50 GWP Magazine | Issue 24 | May / June 2009

Guests enjoying a game in GWP Magazine’s Private Box.

“We’ve put a lot of work into improving the experience for a Corporate Box holder and their guests at Panthers home games at CUA Stadium. The Jim Beam Party Crew will be in attendance to interact with your clients as well as prize draws and Q&A’s with an injured player and ex-Panthers legend every week. This experience is certainly a lot more than watching a Rugby League game in a corporate box. “A great point of difference with CUA Stadium is that you are much closer to the action than other major Sydney venues. This only serves to heighten your experience as you receive the luxury of our first class corporate facility but still get to hear those on-field big hits. “I particularly want to emphasise that businesses can now share a Corporate Box with a partnering business to make it more achievable to fit this important element of

the marketing mix into your budget. It’s still not too late in the season to take advantage of this great experience, especially the FourGame Package option which has proved to be quite popular. “Our Jim Beam Club Box also provides an opportunity for businesses to entertain a smaller client base at a flat rate of $185 per person which includes all food and beverage. There is a valuable networking element to this package as well as you will share the same experience with a small group of like-minded business owners and executives,” offers Scott. G If you would like a tour of our multi-million dollar facilities or for more information on specific package details, prices and availabilities, please contact Scott Hudson from the Sponsorship Team on: (02) 4725 6413, 0418 797 637 or


r Turn a great match into an even greate experience, with a private or club box. PRIVATE BOX With room for 18 guests, your box seats will offer everything you need to ensure a fantastic match experience – including delicious appetisers, attractive beverage packages, signage opportunities, and your own private wait staff. On arrival, you will receive superb cold appetisers, followed by hot canapés just before the start of the match. You will be served by your own personal waiter or waitress, and will also benefit from private cleaning and security staff. Plus, you’ll notice that we’ve recently upgraded our club’s interior. So you can be sure your guests feel right at home, with a sophisticated environment, warm service, and state-of-the-art facilities. You’ll also get the exposure your business is after, with company signage displayed above your corporate box.

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GWP Magazine | Issue 24 | May / June 2009



Steve Kavanagh, Principal Business Development - SEC

Don’t be a Sheep… Get Ahead of the Competition… Use SEC Consulting to Create a Strong Future for Your Organisation The Global Financial Crisis will separate “the sheep” from “the goats.” Sheep stand in the field, waiting for things to happen. Sheep follow – without knowing whether they will be coming to a great patch of grass or falling off a cliff. Goats are wily. They climb the mountain to look at what’s on the other side. They love to reach the top.

Right now, many businesses are adopting a “wait and see” attitude. They stop any strategic planning. They wait to see which way the wind is blowing to see what everyone else is doing. They no longer control their future. Smart businesses are creating their future. They have a clear direction and strategy. All businesses want to improve their bottom line. Smart businesses are looking at growth, new markets, products and services. The future is there for the taking. What kind of business is yours? This is the time to bring in the extra brains, to engage smart professionals with a track record of delivering results – to work with you on your business and create the best future possible. SEC can do this for you. SEC delivers great results. Whether your focus is on Strategic Planning or a $1m saving to your bottom line. From Strategic Planning, Human Capital, IT, Risk Management and Financial Planning for business and government to Value Engineering and Value Management projects for infrastructure, transport, mining and construction companies.

52 GWP Magazine | Issue 24 | May / June 2009

SEC’s expertise, experience, and unique facilitation techniques deliver great results – fast. Some consultants take weeks or months on consultancy projects. This is not the way SEC works. SEC workshops are focused, participative and outcomes-oriented. At the end of the workshop, you get the Strategic Plan or the Risk Management Plan. You won’t have to wait weeks or months. SEC Consulting SEC is a division of Cumberland Industries Ltd, led by Professor David Stevens. Professor David Stevens is a consultant with an international reputation and over 25 years experience perfecting his unique facilitation techniques. David has worked on major projects worldwide including hospitals, airports, railways, highways, retail and commercial buildings. His strategic planning has been at board level for a wide range of public and private companies. When David joined Cumberland Industries five years ago, he created a consultancy division with two unique features: 1. The breadth of its capability and expertise 2. The opportunity for SEC clients to contribute to “Corporate Social Responsibility” - 100% of David’s consultancy fee and 25% of other SEC consultants’ fees go to Cumberland

Industries to support training for people with a disability. SEC now has over 60 expert consultants and a reputation for results. SEC has delivered great outcomes for business, peak industry bodies, Commonwealth, State and Local Government, and numerous Not-forProfit organisations. SEC services Key SEC services include: • Strategy Planning for the Future in the GFC (Global Financial Crisis) • Strategic Planning • Risk Management • Organisational Effectiveness • Board Governance and Review • Human Capital and Change Management • IT Consulting • Engineering and Project Services • Services for Not-for-Profit organisations. Our clients speak “SEC has completed a number of strategic assignments for the business and these have provided significant value and assistance in developing a number of key initiatives.” Mr Barry Fitzgerald, Chief Executive Officer, CP Mining Management Pty Ltd. G

Free consultation If you want to drive growth in these uncertain times, or you just want to improve your bottom line, give SEC a call 02 8507 6540 – the first consultation is free.

Is the Global Financial Crisis affecting your business? Do you want to drive growth? Get ahead of the Competition? Improve your bottom line?

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Ph: 02 9621 1960 GWP Magazine | Issue 24 | May / June 2009



Come to Brothers Café in Bella Vista for that Family Feeling

By Larry Woldenberg

If you want good coffee and excellent service, then Brothers Café in Bella Vista is for you.

“I or my brother always tend to the customer’s needs,” stresses Tareq. “Service is our biggest calling card.” Tareq and his brother, Zaid, opened up for business 2 years ago. Zaid was 19 at the time and Tareq 23 when they took this life-altering step. Both had extensive work experience in hospitality with Tareq having supervised a café within the Hilton Sydney for two years and having been its chief barista, making coffee for Sydney’s corporates and visiting celebrities. “We are particularly careful with our coffee,” Tareq elaborates. “We try to give our customers a unique experience by always serving quality coffee and offering latte art.” The brother’s commitment for their business shows in their 90-hour workweek. Open 6 days a week from 7am to 6pm Monday through Friday and 8am to 2pm on Saturday. “The majority of our clientele we know by name,” comments Zaid, who runs the front part of the café. “We get lots of families and kids as well as the general community through here. There’s a dance school in the complex and parents often come to visit us while their kids are learning to dance. Many of our customers I now consider friends.” “We designed the café ourselves,” Tareq adds. “The original structure was an office but with Zaid’s creativity and my foresight we saw a great opportunity. We opened it up so you could sit outside or sit inside and still have an open feeling. Our goal was to provide an ambience suitable for the area.” But don’t think for a minute the café business is easy. While the feeling is overwhelmingly friendly, Tareq admits it’s not as easy as it looks. “It takes a lot of sacrifice. Neither Zaid nor I have much time for social life and friends. But we do have a fantastic support network. They got us through many hard times.

54 GWP Magazine | Issue 24 | May / June 2009

Tareq & Zaid

Feature “The sacrifice extends to our family and those close to us. When we need a hand over a busy period our mum drops what she’s doing and comes to help. My fiancée and our sister are often here as well as Zaid’s girlfriend to lend a hand. Our father is our mentor and advisor. He keeps us focused on our future. You have to have a passion

into the business from the day we opened. We put our customers first and always try to give them the best experience from when they walk in to when they leave. We try and keep our feet on the ground and not to get selfish. We have been extremely fortunate considering the current state of the economy.”

brother and I get along great. I guess that translates into a true family atmosphere and that’s what we care about.”

for this work and enjoy it. That’s what gets us through the long hours and the physical toll it takes on us.

Talking about the recent changes they have made, Tareq adds: “We have extended our business to doing corporate catering, offering platters to businesses in Norwest Business Park. Since then we’ve picked up some major Corporate Clients like Westpac, ANZ and Lend Lease. We cater to customer tastes and have, consequently, changed our Menu three times since opening. We have also been honoured to be Finalists in the Hills Small Business Awards every year we’ve been open. Maybe this year will be the charm?”

yogurts, health smoothies, gelato, sweets and the like. This is a mere sample of the variety offered.

“We work hard to have a place in the Community. We want to be recognised for what we provide and do. That’s why we’re always here to serve. We pride ourselves on the fact that you will always find us at the cafe ready to assist you. “We also try and give back something to the Community. We never want to take anything for granted. So we support funding drives for the Police and Charities. We donate to the local Dance School and give a 10% discount to dance student parents. We even donate our tip monies to World Vision to sponsor a child. It’s all give and take for us. “When we first opened up it was hard. But our commitment to our customers has paid off. We have always put our profits back

Both Tareq and Zaid have University Degrees in Management, a product of their physician father who always insisted that they complete their educations before starting a business. “The biggest obstacle was overcoming people’s negativity and proving that we meant business,” says Zaid. “People told us we wouldn’t succeed in a partnership but fortunately for us, my

As well as the friendly and professional service, the fare is cosmopolitan. You can order from a full kitchen menu to savory and dessert crepes, wraps, sandwiches, salads,

So if you’re in the Norwest Business Park and want a good coffee, a delicious meal and personal service, try the Brothers Café. You won’t be disappointed. G

Brothers Cafe Unit A6 24/32 Lexington Drive Bella Vista NSW 2153 p | 02 8814 7267 w |

GWP Magazine | Issue 24 | May / June 2009



New to Australia: the Four-minute, $2 Workout that Delivers the Same Benefits as a 40 Minute Jog

By Michael Walls

Every now and then a new product comes along that changes the way an industry views its value proposition.

Quick Gym is an Australian company that has secured regional distribution rights to the internationally successful ROM Cross Trainer exercise machine. The ROM Cross Trainer is destined to usher a new era in personal training. This engineering marvel has been manufactured and sold in Southern California since 1990 and is the most effective cross training machine available in the world. The ROM Cross Trainer delivers users the same benefits in four minutes as a 40-minute jog or gym workout. It is ideal for busy people and businesses such as hotels and health professionals looking to add services for their clients. There are many forms of fitness and strength training but few match the benefits of ROM (range of motion) or highintensity training for convenience, results, time and price. High-intensity training is recognised by fitness experts and in university studies as a technique that enables even totally out-of-shape people and seniors to get significant aerobic benefits from just four minutes per day. The ROM Cross Trainer engages 44% of all muscle cells whereas walking or jogging, for example, uses just 3.75% of muscle cells. One indication of the effectiveness of a workout is the amount of muscles used in a workout. Marriage of art and engineering The ROM Cross Trainer is the future of fitness training for people of all ages, because it fits with busy lifestyles and negates the need for expensive and rarely used gym memberships.

56 GWP Magazine | Issue 24 | May / June 2009

The machine was designed by the world-acclaimed artist and modern day Da Vinci, John Pitre. The original drawings of his concept are still in circulation. In his research Pitre said: “I discovered that if the weight declined at precisely the same rate as the user’s muscles lost strength, he or she could continue the exercise well past the point when the muscles normally failed.” Each ROM Cross Trainer has a life span of over 30 years. At a cost of $22,615 per machine this represents a daily cost of just $2.07 or less than a cup of coffee. It is expensive but in terms of time and convenience the ROM Cross Trainer saves on expensive gym equipment, memberships, travel and clothing. Michael Allerton, managing director of Quick Gym, says that within 90 days, 92% of people who buy exercise equipment stop using it and 88% of people who join a health club or gym stop going. The main reason is time. It takes too long to get there, it takes too long to do it and it takes too long to see results. “The myths that abound around health and fitness mean some people remain convinced that they need 40 minutes of walking or jogging a day to maintain

healthy aerobic fitness, whereas scientific studies indicate the same benefits can be achieved by as little as four minutes of high intensity training,” said Quick Gym managing director, Michael Allerton. It combines the three features of a complete and well-rounded exercise regimen - cardio training, resistance training and flexibility training. No other exercise equipment or method of exercise achieves that. The ROM does all that in only four minutes per day. ROM Cross Training machines can be purchased under a payment plan and are delivered fully assembled. G

Phone 1300 840 406 for a FREE educational DVD or enquiries. w |

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Save time, money and enjoy a lifetime of fitness and well being Same benefits in four (4) minutes as a 40 minute jog Designed by world acclaimed artist John Pitrie This revolutionary 185kg exercise machine engages 44% of all muscle cells

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GWP Magazine | Issue 24 | May / June 2009



Bartercard Customer Profile

By Larry Woldenberg

Use Bartercard to Promote Your Business through Inflatable Events Many people are unaware of how Bartercard can assist businesses to promote themselves. And one easy way is through Bartercard member The Inflatable Event Company.

“We find Bartercard brings us a lot of new customers, because our Rooftop Inflatables and EventMen are both effective means to promote a sale or to let people know you’re there,” comments Rob Waddell one of the partners. “Plus, our Bartercard Trade Coordinator, Julian Cuff, is like an extra sales person for us. He brings us lots of new business.” For those of you who don’t know what Inflatable Events do, they provide the eye-catching blow-up clowns, gorillas, elephants and the like that populate the roofs of Sydney businesses. They also do the tall dancing EventMen that you see flopping around in the air along roadsides. Many probably remember the famous Tooheys TV ad with the EventMen and the large inflatable schooners. “That one ad brought us incredible publicity,” Rob reminisces. Rob brings years of innovation and experience to the table. Inflatable Events was formed 8 years ago and is an effective tool to promote small and medium-sized businesses. “The most frequent comment I hear is ‘people don’t know I’m here’. And it’s true, even on main roads, that people drive to work on auto-pilot, not taking in the local business terrain. But put an Event Man on the roadside and it’s impossible not to see the dancing, inflated man. It can’t help but attract attention to the business. “Our promotional product also is highly effective at night as well, because we can install lighting to illuminate the figure. So with winter coming on and shorter daylight

58 GWP Magazine | Issue 24 | May / June 2009

hours, our product becomes even more effective. A rooftop inflatable that glows at night has incredible presence.” Rob Waddell and partner Roland Mangan’s wealth of experience helps as well. “We know what works, so the first thing we do when a new client phones is to offer a site evaluation. We look at visibility and direction to place your promotional message. If we see your site branding is already very visible, for example, then we’ll suggest a custom promotional message to draw customers as opposed to just putting up a generic ‘sale’ sign. “We’ll actually climb up on the roof to see how effective a rooftop inflatable would be verses a ground display. Placement is generally based on the best location to provide the greatest exposure.

“Service is our specialty, too, for we’ll then design a custom banner and come back and install it, put in the lighting, and, when the normal 4 week promotion ends, we’ll come back and take everything away. Any required maintenance is included within the promotional cost.” G So if you have a sale event, new store opening, need a boost or just want to increase your exposure to bring in new customers, give The Inflatable Event Company a call on 02 9678 9335. If you would like to know more, please call Bartercard on 1800 804 800 or visit

GWP Magazine | Issue 24 | May / June 2009




explosive Hitting Targets - the latest Team Building and Corporate activity in Sydney. Introductory clay target shooting is for everyone. Hitting Targets is suitable for any ability, fitness or mobility level. Includes team building, staff motivation, corporate days, networking activities, product launches, client and staff rewards, women empowerment days, family and friend fun days, parties and holiday fun. Gift vouchers available. From individuals to large groups. Each session is hosted by Suzy Balogh OAM, Olympic and Commonwealth Gold Medallist.

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Key BeneďŹ ts: â&#x20AC;˘ Time efďŹ cient â&#x20AC;&#x201C; signiďŹ cant reduction in recruitment lead times â&#x20AC;˘ Cost effective â&#x20AC;&#x201C; signiďŹ cantly reduce recruitment expenditure â&#x20AC;˘ You only read relevant CVs of the â&#x20AC;&#x153;best ďŹ tâ&#x20AC;? applicants â&#x20AC;˘ All applicants remain in your talent pool â&#x20AC;˘ Global reach if required

Employer Sponsored, General Skilled Migration, Family, Student, Temporary and Permanent Residency Visa Assistance

02 8831 8318

office services

byDesign Graphics

Specialists in Annual Report Magazine Design

02 8824 5135

PromotionAl Products Active Promotional Products

tel: 02 9894 9648

02 8882 9255

video Production Trapdoor Productions PO Box 500 St Ives NSW 2075

0421 009 392

Web design Norwest Advertising

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grAPhic design

Best promotional products at minimal spend

Vaseer Migration Consulting

02 9621 1960

Commercial & Industrial Plumbing, Hot Water & Heating, Gas Fitting, Drainage, Installation & Repairs, Water Filter Systems.

industriAl relAtions

Serviced and Virtual OfďŹ ces

Specialists in Discrimination matters, Employment Agreements, Unfair Dismissals

T: (02) 8831 8300 Suite 206, 10 Norwest Central, Century Circuit, Baulkham Hills 2153

John F. Law & Associates 02 8850 4477

Meeting Facilities

List Your Business in Classifieds for $297 per year

02 8831 8313













66 GWP Magazine | Issue 24 | May / June 2009

Servicing Sydneyâ&#x20AC;&#x2122;s * Northwest * West * Southwest Providing General Insurance Solutions Since 1949


for a review of your existing Insurances

9604 6166


GWP Magazine | Issue 24 | May / June 2009


68 GWP Magazine | Issue 24 | May / June 2009

GWP Magazine Issue #24  

GWP Business Resource & Lifestyle Magazine Issue #24 : May 2009

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