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RAINE The first magazine for creative entrepreneurs

MORE THAN

MAGAZINE Vol.3

CATCHING UP

...SAY HELLO

TONYA LEWIS LEE

BILLY BALDWIN

FASHION

STYLING FOR THE

MRS. SPIKE LEE

FORWARD

>>

AN EVENING TO REMEMBER

With

TODAY SHOW

THE NEXT LEVEL

THE of BUSINESS LUXURY CYCLING

WHAT’S YOUR

PR PLAN?

THE FOUR HOUR WORKDAY


How it works

Its pretty simple actually, just turn it like you would a normal magazine. You can click the corners of the magazine or drag to turn it like you would in real life. If you want to see other ways to navigate raine or see what else we have to offer click the About RAINE button at the top of your screen! Hope you enjoy the issue!


ABOUT RAINE Ten years ago I decided to pursue my dream of becoming a fashion designer. It wasn’t easy… I had no formal art training or any experience with a needle and thread. I just had a desire to be creative and a vision to use fashion to inspire others. After some encouragement I found myself applying to the top five design schools in the country, including: Fashion Institute of Technology (FIT) and Parsons School of Design. To my surprise, I was accepted by every school that I applied to. However, it wa was only the previously mentioned two that made a difference to me. I thought to myself, I want to go where some of the best in the industry have gone: Calvin Klein graduated from FIT and Donna Karan graduated from Parsons School of Design. My decision to enroll in design school meant leaving behind my career in psychology. Already attending a notable PHD program, I was well on my way to becoming a clinical psychologist, when my desire for fashion became increasingly un undeniable. Being an artist, entrepreneur, or both can be very rewarding, however at many times, it is a means walking down a lonely and complex path to achieve success. Hence, the creation of Raine. Raine began as a thought: “Wouldn’t it be nice to have a platform for creative persons and business persons to showcase their talent? Wouldn’t it be nice to have a resource for financial tips, marketing ideas, and words of encouragement? Wouldn‘t it be nice to have an international community of very gifted individuals learning from each other and helping each other grow? Wouldn’t it be nice to stimulate others to pursue their passions in life?” Thus, Raine was born --- the first digital magazine dedicated to inspiring and empowering the unconventional entrepreneur: the artist, the designer, the photographer, the hairstylist, the musician, the dancer, the actor, the athlete, the publicist, the make up artist, and many, many others. Welcome to RAINE. May the words of w isdom and the images of aspiration motivate you to take your talent and/or business to the next level. JOIN OUR COMMUNITY Want to meet more like-minded individuals? Check out or forums! We have sections and discussions on all sorts of topics and interests. Join the forums by clicking the forums button at the top of the website.

RAINE RAINE RAINE RAINE -3-


ISSUE 3

TONYA LEWIS LEE

(cover story PG 24)

Mrs. Spike Lee? Yes. But wait. She’s also Tonya Lewis Lee. And she’s certainly been busy forging a path for herself.

PG 38

PG 30

PG 16

PG 6

FRESH FACE

Hot Topics! Check out hot fashions, catch up with Billy Baldwin and see what's new in modeling!

CONTENT Continued... The Raine Award Pg 22 Raine Magazine solutes Melissa and the whole crew at Cadence Cycling

Photo Stories Pg 48 20 pages of beautiful images showcasing the work of talented entrepeneurs

Athlete Turned Entrepreneur Pg 18 Derron Forrest and Planet Stunt lead in a new front of cheerleaders

Waterfalls Pg 21 Meet A young ballerina continues to blaze the world of dance and theatre.

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RAINE MAGAZINE

CONTENT

RAINE MAGAZINE


EDITORS NOTE A COUPLE OF WORDS FROM THE EDITOR

Thank you for visiting Raine, the premier digital resource for the unconventional entrepreneur. We welcome your voice in helping us build an outstanding community of business owners and creative people. We are always looking for great stories for future issues as well as referred members to join our networking community. Our network is accessible via our membership directory. It is a place to find the elite within their perspective fields. It offers you a selection of great th talent and services to assist you in meeting your personal and professional needs. Our members come on a referral basis and we encourage our readers to tell us about a positive experience they have had with a business owner or talent. Each issue we provide interesting tips, trends, and visual images to help inspire and empower our readers. In the near future, look for our limited edition printed issues as well as our Best of Raine ™ Coffee Table Book. We hope you enjoy your “Raine Experience” - and don’t forget…please tell a friend! Word of mouth is our most powerful tool. Best, N ova Lorraine

STAFF EDITOR IN CHIEF Nova Lorraine MARKETING Natasha Gabriel Philiane Phang ART DIRECTOR Javier Hernandez PHOTOGRAPHER Frederique Porter EDITORIAL Greg Coutroby SENIOR WRITER

Destah Owens

WRITER

Bonnie Fliescher

WRITER

Marilyn Wilson

WRITER

Suezette Robotham WRITER

Krystal Bailey RESEARCH EDITOR

Felicia Crawford FINANCE EXPERT

Cheryl Walker

BUSINESS EXPERT

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Comments? Send a note to the editor: editor@rainemagazine.com

comments@rainemagazine.com

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THE NEXT

LEVEL

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LET’S TALK BUSINESS


plan? PR Whats your

Written by: Nova Lorraine

Press – Press – Press, that’s the name of the game. Most business owners think of press, a form of marketing, as an after thought. However, it should always be at the forefront of every entrepreneur’s mind. What is press or PR as it is referred to by most? It is usually a story, comment, and/or photo that a journalist, editor, or producer decides to carry in their publication, program, or website. The purpose is to highlight a person or business. Good PR can create a brand overnight!

Press in fact is free advertising. Good PR builds credibility in the mind of the consumer. Press also helps in the process of branding a product or service. In some cases the business owner is the product or service; i.e. Models, actors, personal trainers, therapists, etc. Most creative entrepreneurs survive off of word of mouth advertising. Although this form of marketing is extremely effective, it is not enough when it comes to growing a business strategically. One needs to have specific marketing objectives in mind to reach projected revenue goals. Obtaining consistent press should be a key component of one’s marketing plan. How does one obtain PR? There are many ways to build a press strategy for your business. First decide if your product or service is available on a national, regional, or local level. Obtaining local media coverage is very different than obtaining it nationally. Although everyone wants to be featured in People Magazine or on Oprah, one should view PR in a stepwise approach: local - regional – national. Never overlook the importance of local press. It can serve as the foundation for eventually getting national coverage.

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Let’s focus on the steps for obtaining local PR: 1.

Seek out publications, TV and radio stations in the business’ immediate service area – this can be county-wide for example. Keep in mind all local papers and magazines.

2.

Purchase the publications or obtain a subscription. Read several issues to understand the publication’s audience and tone. In the case of radio or TV, watch and listen to the stations that you‘ve selected for your list.

3. 4. 5. 6. 7.

8.

Stay in touch with them with a phone call or email every couple of months. Send thank you notes whenever you are covered in their publication. Once a report is established, invite them for tea/coffee to catch them up on the latest happenings with your business.

9.

Publications usually have a calendar of topics they plan on covering for the upcoming weeks or months – for magazines, they know what they are covering usually six 6 to 12 months in advance. Craft a story and/or press release about yourself or business that may fit into the theme they are highlighting. Provide professional quality, high resolution photos as often as possible. This will increase your chances tenfold of getting included in printed publications.

Make a list of the names of the journalists and editors for sections that would most pertain to your business. Call the various journalists and introduvce yourself and the key differentiating points of your business. To prevent your email from going into the junk mail pile, only send an email after you have spoken with someone or at the very least left a detailed voicemail. Offer your time to give comments to your particular area of expertise, if they ever need it. Let them know of any special events, product launches, or new services you plan on offering.

10.

Collect all media clippings and create a dynamic press kit. Keep it simple, yet eye catching. It should be able to be reproduced easily and mailed without losing its shape or look. Once you have developed a press kit of your local coverage, start forwarding that to larger magazines, newspapers, TV programs, and radio stations. Your focus this time around will be regional media contacts.

Follow up with a press release of the above. The key is to build a relationship with every publication you want to be covered in. Follow the steps above for regional coverage. Remember, when thinking of getting coverage, the media wants interesting news. Spend the time to put together a three to six month plan on creating news for your business. For example, host a creative event, co-sponsor a charitable cause and/or offer a new and unique service. The same rules apply when seeking national press, however as you move up on the ladder of PR, it becomes harder to be singled out for coverage. This is where credibility plays a big part. Editors and producers are always more comfortable in covering individuals/businesses that have already received press. Also, pitching yourself as an expert in a niche area is key to helping build a relationship with a media person. They will think of you first when doing a piece. As you are creating your three to six month media plan, write stories and pitches that you feel would be interesting to your list of journalists. Don’t forget to also collect great photos of your location, charitable activities, products, or customers. Look for more in depth information about national coverage in a future issue. In the meantime, don’t delay in creating your PR plan…you’re months away from beginning to brand your business.

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123’s of

Building Business

Credit

Written by: Felicia Crawford

When Susan* decided she would start her own online PR firm, she selected a business name, researched the market for competition and secured her first client- all within six month’s time. What Susan didn’t do was a mistake that many new entrepreneurs make. “I thought I had all bases covered and business was starting to roll in. I didn’t even think to bother with getting credit for the business. Even though I had already received a business loan from my parents, which was enough for the startup, I didn’t take the time to establish credit pertaining to the business only.” A year into the business, Susan needed additional funding and because she hadn’t taken the time to build business credit originally, she had a much more difficult time securing it later. She later conceded to borrowing money from a personal credit card, but knows now the importance of building business credit. “I would tell everyone that building credit for your business is just as important as building personal credit.” Building, maintaining and acquiring credit as a business owner is as important to growing your company as your own personal credit is to you as an individual. We all know that when you open a credit card or bank account using your social security number, you are building personal credit and the same goes for businesses. When a business is issued credit, information is gathered by business credit reports using the business name, address and federal tax identification number (FIN). Personal credit scores range from 300-850, while business credit scores range on a scale from 0-100, with 75 or more considered an excellent rating. It is a mistake for entrepreneurs to use personal information to apply for business credit and loans. When you do so, you put your on personal score at risk.

continued on next page

Want more information?

Have any questions? Join in on the discussion on our message boards and discuss this article with out editors!

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THE NEXT LEVEL -12-

TIME

MANAGEMENT


A “to do” list is critical to success and efficient work habits. When it is created, it downloads much of what’s on the mind that may be cluttering one’s thought process. Once written in black and white, it creates a clear path on getting tasks accomplished.

When creating this list…remember to keep it manageable. Assign time frames to each task. Be as accurate as possible. Prioritize the list and always choose one “must do” item that needs to get done that day. The day to day life of an entrepreneur can be very unpredictable. Unfortunately, this can make it challenging to get through the daily “to do” list while battling unexpected fires that may have arisen on a particular day. If the one “must do” task gets completed each day, then a sense of accomplishment grows and everyone involved feels that the company is moving forward in a positive direction. “The list has become my friend. When I look at it at the end of the day and see all that I have accomplished, I give myself a pat on the back. I feel so proud of all that I have completed,” states Barbara Edwards, a New York Attorney. One should not overlook the power of the list.

THE NEXT LEVEL

Getting organized and setting priorities is easier said than done. In order not to get intimated by the never ending tasks to accomplish, try breaking down your goals in bite size pieces. Start with one annual goal, for example: “I want to make more time for my family” or “I want to obtain a specific client or land a particular project this year”. Whatever the goal, make it realistic and large in scope. Then work backwards from there. What does one have to do on a monthly, then weekly, and finally daily basis to get to that goal? Let’s use as an example, an entrepreneur wants to make an additional $50K this year. The first step to getting there is to break this objective down into smaller parts. For instance, they should take a look at their current revenue streams. Will they be adding any new product lines or services to bring in additional money? Will the money be coming in on a monthly or quarterly basis? Will this additional revenue stem from one or several accounts? The answers will lead to very specific sales, marketing, and customer service goals. Take those goals and then simplify them into monthly and eventually daily tasks. These daily tasks will become your to do list.

A list is very helpful but not the only way of working efficiently. Delegating responsibilities is a great way of gaining time. This is very difficult for most entrepreneurs. They feel no one is going to go the extra mile that they would for their business. However, most people are not experts at everything. An entrepreneur should seek assistance in areas outside of their expertise or for tasks they do not have time to do. This will eventually contribute to the bottom line by freeing up the entrepreneur’s time to concentrate on doing what they do best.

Time management means different things for different people. For most, it means reaching a balance in how one spends both their personal and professional time. So for all the entrepreneurs out there, I give you the four hour work day challenge. Write down the tasks usually accomplished in 8 hours and find a way to do them in four. If you do this, you have earned a FREE Premier Membership to Raine Magazine. Contact us at: editor@rainemagazine.com and let us know.

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123’s of

Building Business

Credit

Written by: Felicia Crawford

When Susan* decided she would start her own online PR firm, she selected a business name, researched the market for competition and secured her first client- all within six month’s time. What Susan didn’t do was a mistake that many new entrepreneurs make. “I thought I had all bases covered and business was starting to roll in. I didn’t even think to bother with getting credit for the business. Even though I had already received a business loan from my parents, which was enough for the startup, I didn’t take the time to establish credit pertaining to the business only.” A year into the business, Susan needed additional funding and because she hadn’t taken the time to build business credit originally, she had a much more difficult time securing it later. She later conceded to borrowing money from a personal credit card, but knows now the importance of building business credit. “I would tell everyone that building credit for your business is just as important as building personal credit.” Building, maintaining and acquiring credit as a business owner is as important to growing your company as your own personal credit is to you as an individual. We all know that when you open a credit card or bank account using your social security number, you are building personal credit and the same goes for businesses. When a business is issued credit, information is gathered by business credit reports using the business name, address and federal tax identification number (FIN). Personal credit scores range from 300-850, while business credit scores range on a scale from 0-100, with 75 or more considered an excellent rating. It is a mistake for entrepreneurs to use personal information to apply for business credit and loans. When you do so, you put your on personal score at risk.

continued on next page

Want more information?

Have any questions? Join in on the discussion on our message boards and discuss this article with out editors! -9-


DUPONT Guts & Glory

STYLE Written by: Marilyn Wilson

At 21, Claudia Da Ponte is already a veteran stylist having worked in the industry for 4 years. In the beginning she was styling up to 7 days a week working so many fashion shoots she’s lost count. No longer just a stylist, she also acts as creative director helping with details such as model selection.

A chance reading of a biography about Coco Chanel set her course and the designer remains one of Da Ponte’s biggest inspirations. A recent highlight was the chance to work with the Chanel house in June ’07 as backstage supervisor for their Vancouver fashion launch. Work outside of the studio has included several shorts and Da Ponte styled her first feature film in January 2007 – That One Night. However fashion remains her first love.

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Photography – Niki B., www.nikibphotography.com Model – Kate Hutchinson


Down to earth, driven to succeed, a love for his craft, a passion for his family‌these are words that come to mind after chatting with Billy Baldwin.Down to earth, driven to succeed, a love for his craft, a passion for his family‌these are words that come to mind after chatting with Billy Baldwin. -16-


Guts & Glory

BILLY BALDWIN

I ran into Billy at Starbucks one day. There he was sitting there with a newspaper in one hand and a script in the other. He was having coffee with a friend one morning while deciding on a script for an upcoming show. When I sat down next to him to answer my curiosity about what he was reading, he welcomed me with a warm smile and a hello. I began to ask him many questions…first about what his thoughts were regarding the script in hand, then about his community, and finally about his family. It was evident that Billy Baldwin, was much more than an acclaimed actor and Baldwin brother, but an active community volunteer and dedicated husband and father. He spoke so proudly of his children and their current school experiences. He revered over his mother’s most recent participation in a community fundraiser. fundraise He gleamed as he spoke about his beautiful wife. I quickly forgot about my initial interests in his film and television pursuits and became engrossed in his contagious passion for his hometown and family. We later caught up again for a chat in California. Billy was on a whirlwind press tour for his soon to be released television show; Dirty, Sexy, Money. It currently airs on ABC and is a big hit with both viewers and critics. This time, when we spoke, Billy went into detail about the beginnings of his career and how it has developed to date.

Billy began his career as a Calvin Klein model and then transitioned to television by playing Robert Chambers in the Preppy Murder. He discussed how important it is as an actor, to have a good agent on your team. It was shortly after he met his agent in New York City that he landed such roles in Backdraft and Fair Game. Billy is always seeking to play great characters both on air and in film. He is presently enjoying working with his TV co-stars which include Donald Sutherland and Peter Krause.

He advises young actors to be ready to work hard throughout this unpredictable career path. “When you are not acting, you are seeking your next role”, states Billy. Although he may work months or weeks on end non-stop, the reward is having long gaps of free time and the financial ability to enjoy the time off. He loves the flexibility that his career choice has given him. It allows him to actively participate in the things he has a passion for…one of which is his most favorite role…”Dad”. He is very much a part of his children’s lives and appreciates sharing the responsibility with his devoted wife, Chynna Phillips. Besides his new television series, Billy has many other interesting projects on the horizon including two films. You can catch Billy on Wednesday nights on ABC playing Patrick Darling, a powerful rising politician, in the intriguing modern day Dynasty drama series, Dirty, Sexy, Money.

Billy Baldwin (From left to Right)

Billy at the Sundance Film Festival, starring as Garet in “A pyromaniacs Love Story” and as Brian Mcaffrey in “Backdraft”

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RAINE MAGAZINE - PREVIEW - VOLUME 3