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SOUTHERN CHESTER COUNTY CHAMBER OF COMMERCE P. O. Box 395, 217 W. State Street Kennett Square, PA 19348 610-444-0774


Southern Exposure

3rd QUARTER 2010

President’s Message

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When Evaluating Investments’ Performance, Avoid Common Mistakes Pg 3

Kudos to the Kennett Idol Winners On behalf of the SCCCC, Historic Kennett Square and The Flash, congratulations to our Kennett Square Idol finalists who entertained the crowd at our first Family Fun Fest and Music Festival on Saturday, on June 12 at the Willowdale Steeplechase!

SCCCC CALENDAR OF EVENTS Tues. Aug, 17, 11 a.m. SCCCC 15th Annual Golf Outing – Delaware National Country Club!

Thurs. Sept. 16, 5 p.m. – 7 p.m. Business Card Exchange – The Country Butcher – Kennett Square

Thurs. Nov. 18, 5 p.m. – 7 p.m. Business Card Exchange – ServPro – Avondale, PA

Thurs. Aug, 26, 5 p.m. – 7 p.m. Thirsty Thursday – Wyncote Golf Club

Thurs. Sept. 30, 5 p.m. – 7 p.m. Thirsty Thursday – Sovana Bistro Mon. Oct. 4, 9 a.m. – 11a.m. SCORE WORKSHOP – Social Media – Hilton Garden Inn

Thurs. Dec. 2, 5 p.m. – 7 p.m. Holiday Business Card Exchange – Genesis Join Santa and the SCCCC Crew & bring an unwrapped toy!

Thurs. Sept. 9, 8:30 a.m. – 10 a.m. Women in Business Breakfast – Hilton Garden Inn Jeanne McClellan Fri. Sept. 10, 7:30 a.m. – 9 a.m. Members Breakfast – Hartefeld Golf & Country Club, Tony Verwey, Unruh Turner, Burke & Frees : Zoning for Business Mon. Sept. 13, 9 a.m. – 11a.m. SCORE WORKSHOP – Business Skills – Hilton Garden Inn Weds. Sept. 15, 5 p.m. – 8 p.m. SeptemberFest with the New Castle County Chamber of Commerce Location: Deerfield Golf and Tennis Club Cost for attendees: $15 members, $35 nonmembers Pre-registered Cost for exhibitors: $200 members only SCCCC has vendor tables available for sale for this event. Please contact Maria Novak at 610405-0633 or if you are interested. There will be vendors, live music, networking, food and cash bar, wine tastings and a cooking demonstration. More information to follow.

Fri. Oct. 8, 11:30 a.m. – 1:30 p.m. FALL LUNCHEON – Candidate’s Forum – Mendenhall Inn Thurs. Oct. 14, 8:30 a.m. – 10 a.m. Women in Business Breakfast – Scarlett’s on Cypress, Jenn Travaglini Thurs. Oct. 21, 5 p.m. – 7 p.m. Business Card Exchange – Equine Resources Thurs. Oct. 28, 5 p.m. – 7 p.m. Thirsty Thursday – Half Moon Saloon Tues. Nov. 2, 7:30 a.m. – 9 a.m. Members Orientation Breakfast – Hartefeld National Thurs. Nov. 11, 8:30 a.m. – 10 a.m. Women in Business Breakfast – Hartefeld National, Jean Marie Momme

Thurs. Dec. 9, 8:30 a.m. – 10 a.m. Women in Business Breakfast – Loch Nairn Holiday Social! Thurs. Dec. 16, 5 p.m. – 7 p.m. Annual Member’s Meeting & Board Installation Holiday Social Chamber Office

Southern Exposure Editor: Roxane Ferguson Copy Editor: Monica Fragale Newsletter design & layout by DesignDesign, Inc. | 610.444.8868

The Rolling Thunder Blues Review headlined and joining them throughout the day was Metropolis, Los Festingos, North 40, Window View and Rosalind & Michael David!

THANK YOU to our members, volunteers, vendors, sponsors, partners, local musicians, media and all attendees for a successful First Annual Family Fun & Music Festival! We appreciate the opportunity to bring the community together to enjoy food, fun and the great talent here in the Southern Chester County area!

Congratulations Scholarship Award Winners The 2010 SCCCC Scholarship Award winners were honored with $1,000 scholarships at the 1st Annual Family Fun and Music Festival on June 12th. Chamber President, Brian Roselli, VP, Steve Butler, Treasurer, Chris Cuthbert and Executive Director, Roxane Ferguson congratulate the winners: Megan Budischak Kennett High School, Brian Kamelhar Unionville High School, Michael Jeffcoats Avon Grove High School! Congratulations to the 2010 winners on their scholastic achievement!

Fri. Nov. 12, 7:30 a.m. – 9 a.m. Members Breakfast – Kennett Golf & Country Club, Phil Travaglini

P.O. Box 395, 217 West State Street, Kennett Square, PA | Phone: 610-444-0774 | Fax: 610-444-5105 | |

2010 SCCCC OFFICERS President: Brian Roselli Allstate-Brian Roselli Agency Vice President: Steve Butler ButlerBank Consulting Chairman of the Board: Chad Fenstermacher, CPA Fenstermacher & Co., LLP Treasurer: Christian Cuthbert Genesis Rehabilitation Services Secretary: Matthew D. Tucker Pegasus Technologies Executive Director: Roxane Ferguson SCCCC

Board of Directors Miguel Alban First National Bank of Chester County Anthony Beiler Beiler-Campbell Realtors George Bennitt Servpro of Kennett Square/Oxford Anthony D’Amico To-Jo Mushrooms, Inc. Andre Dixon Lincoln University Pam Hill Exelon Generation James T. Horn The Tri-M Group, LLC Doug Needham, PhD Longwood Gardens Daria Payne Dansko, Inc. Tim Rayne, Esq. MacElree Harvey, LTD Donald Sellers Edward Jones Investments Joe Waters R. J. Waters & Associates, Inc. Shauna Yeldell Fulton Bank

Join Us for our 15th Annual Scholarship Golf Outing! It’s that time again! The Chamber’s fifteenth annual golf tournament will be held on August 17, 2010 at Delaware National. The proceeds of the Golf Tournament go to SCCCC’s Scholarship Fund. This year we will be awarding three $1,000 scholarships to graduating seniors from our local school districts, and three $525 scholarships to high school students attending Pennsylvania Free Enterprise Week.

Delaware National Country Club 400 Hercules Road Wilmington, DE August 17, 2010 (Tuesday) Registration, Lunch & Warm-up 11:00 – 12:30 12:30 p.m. – Shotgun Start FORMAT: Shotgun Start – Scramble Format Men & Women • Closest to Pin Men & Women • Longest Drive Straightest Drive 10 ft. Circle Par 3 Closest to Pin 1st & 2nd Place Team Prize Super Ticket Prizes Include: $2,000 Hole-in-One on 4 holes $5,000 Putting Contest $50,000 Shoot Out Golf or Spa Getaway COST: Foursome: $750 Individual: $195 per golfer Dinner Only: $60 per person

“SCORE greatly contributed to my business success by pointing us down the right road,” Silvermail said in a SCORE press release.

SCCCC 15th Annual Golf Outing Sponsorships $1,500: Premiere Sponsor: Includes four (4) golfers, Company name on printed materials and banner. $1,000: Contest Super Ticket Sponsor: Company name on tournament banner, super tickets, and displayed at contest holes. $500: Lunch Sponsor: Company name on tournament banner and displayed at box lunch venue. $300: Course Refreshment Sponsor: Company name on tournament banner and displayed at refreshment areas. $300: 19th Hole Sponsor: Company name in tournament banner and displayed at “19th hole” area. $125: Hole Sponsors: Company name displayed on sign at various holes. Contact the Chamber office at 610-444-0774 or visit the website at for more information or to register!

INCLUDES: Green Fees, Cart, Lunch, Dinner, Beverages and Prizes

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RS Machine & Tool, Inc. of Sadsburyville is a thriving, 16-year-old custom metal fabrication and repair business handling medium- to large-size jobs. Surviving in these difficult economic times in a struggling industry where many machine shops have closed or are finding it difficult to remain profitable is a remarkable accomplishment. Robert Silvernail, RS Machine & Tool’s owner and founder, said his ongoing relationship with SCORE has played a key role in the success of his business. SCORE is a not-for-profit, national organization of volunteer entrepreneurs and business executives, with a chapter serving Chester County, who mentor individuals planning to start a small business or small business owners who seek assistance in solving business issues.

We are excited to bring to you again our popular Super Ticket contest. This ticket serves as participants one stop pass for game day. By purchasing the Super Ticket for $30, golfers’ qualify for ALL the contests throughout the day, as well as Mulligan’s, a chance to win a 3- day trip and more! Join us as a golfer, sponsor donate an item for our goodie bag/auction or stop by for dinner! As always, your participation makes this event a success every year!

Another score success story

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the release. Schwarz worked with Silvermail and his office manager to automate their financial accounting. As a result, they can better determine their profitability and manage the financial side of the business. Schwarz and Silvermail continue to stay in touch.

Silvermail said he contacted SCORE after reading about it in a local newspaper, and he began working with Lee Schwarz, a business counselor and retired business owner familiar with the machine and tool industry. Schwarz coached Silvermail through the creation of his business plan and the startup of his operation.

Over the years, Silvermail has expanded RS Machine & Tool, employs four highly skilled machinists, and says he has never had a layoff, according to the release. His customers include energy generation companies, steel and paper mills, and engineering firms that need specialized custom fabrication.

Three years later, according to the press release, the business was growing, and Silvermail once again asked SCORE and Schwarz for help – this time with formalizing his financial accounting.

-- SCORE is a not-for-profit, national organization of volunteer entrepreneurs and business executives, with a chapter serving Chester County, who mentor individuals planning to start a small business or small business owners who seek assistance in solving business issues.

“I didn’t know if we were profitable, but we must be making money -- we’re paying all the bills,” Silvermail said in

WELCOME NEW MEMBERS Garage Community & Youth Center Jeremiah Kaufmann 115 South Union Street, Kennett Square PA 19348 DG Design Debra Gallek 112 Prospect Ave. West Grove, PA 19390 Michele K. Cyron, CPA Michele Cyron 207 N Guernsey Road, PO Box 470, West Grove PA 19390 Aiki Ventures, Inc. Joe Varano 417 Bayard Road Kennett Square, PA 19348 Kennett Square Counseling Center Dr. Alan Quinn 644 E. Cypress Street P.O.Box 22, Kennett Square, PA 19348 PA Digital Surveillance Systems, LLC Jeff Stein PO Box 537 Exton, PA 19341 Delaware National Country Club D.VanDeursen 400 Hercules Rd. Wilmington, DE 19808 www.Delawarenational

Stop paying for electric & start making your own!

He started RS Machine & Tool in 1996 after years of working in machine shops of various large steel mills. When he began to lay out his plans to start his own business, he recognized that he knew how to run the shop floor but not the business.

uFinancial Group Karri A. Powers 747 Constitution Dr., Suite 110 Exton, PA 19341 Mailing, Inc. Kevin Collins 128 S. Willow Street Kennett Square, PA 19348

Padgett Business Services John L. Gambel 721 E Lancaster Avenue #28 Downingtown, PA 19335 Linda S. Jassmond, LLC Linda Jassmond 7 West Meadow Court West Grove, Pa 19390 Penn Township Curtis Mason 260 Lewis Road West Grove PA 19390 Anthony Porreca Team Renee Lambert 1479 Wilmington Pk West Chester, PA 19382 D&D Golder Well Service David Golder 460 Frog Hollow Road Oxford, PA 19363 Lafferty Consulting Dennis Lafferty 23 W. Hunter Creek Lane West Grove, PA 19390 Village Builders LLC William N. Knapp 873 E. Baltimore Pike #971 Kennett Square, PA 19348 Judith Lee Associates Judith Lee 3771 Bailey Crossroad Rd. Atglen, PA 19310 Dolan Design Collective Paul Dolan 608 Kensington Dr. New London PA 19352 Alzheimer’s Association Jen Mancini 3157 Limestone Road 1st Floor East Cochranville, PA 19330


When Evaluating Investments’ Performance, Avoid Common Mistakes

Keep your Back Healthy when Gardening By Dr. Chad Laurence

By Donald G. Sellers

One of our country’s favorite pastimes is gardening. From mowing lawns to mulching, planting seeds and shrubs, pulling weeds, to landscaping, your body may be paying the ultimate price. Almost all muscle groups are affected in one way or another -- twisting the lower back, shoulders, and wrists, bending the hips and neck, leg strains, pulling and pushing lawn equipment, and plantings. Muscle soreness, sprains, sciatica, numbness in the hands and legs, and stiffness can be avoided. There are several proactive methods of treatment and activity that can prevent many garden-induced injuries including stretching, good spinal alignment, and proper techniques of lifting habits. According the Canada NewsWire, a study was conducted in May of 2003 by 500 chiropractors in Ontario, Canada, and it was found that a whopping 88 percent of these doctors report that yard work and gardening are the most common sources of back and neck pain during the warmer months. Golf ranked second at 31 percent, followed by outdoor sports injuries at 30 percent. One way to reduce injuries is to treat gardening as a serious workout. Warm up before gardening, and use proper tools and techniques. When performing any lifting task, always make sure that your navel is facing the objects you are lifting. Never twist the spine when lifting any object. Research shows that standing alone in a straight-up neutral posture puts 75 times the amount of pressure on a spinal disc versus lying down. Bending forward and twisting in a standing position and lifting an object can put up to 220 times the amount of pressure on a lower back disc. These excess forces over time can cause a spinal disc to herniate or rupture, leading to symptoms such as back pain, sciatica, muscle spasms, leg and foot pain, and numbness.

Here some helpful tips before you begin to garden: • Stretch before you begin: Lightly stretch your hamstrings, thighs, calves, groin, and gluteus (buttock) muscles. Stretch shoulders and wrists as well. This will lower your risk of injury. • Squat: When lifting, contract your abs, keep your back straight, and bend at your knees. Keep anything that you are lifting as close as you can to your gut and stand tall. Avoid leaning forward or twisting the spine while carrying any load.

If a lower back disc should herniate or protrude, it can put pressure on a nerve that can affect the back and legs. Proper spinal structure, corrective chiropractic, and other therapeutic protocols can ensure healthy discs and a much more active lifestyle. When finishing gardening for the day, stretch afterwards and hydrate yourself. Many avid gardeners are dehydrated regardless of temperature. Drinking water or an alternate beverage with minerals will do the trick. If at any time you experience pain, numbness, weakness, dizziness, or shortness of breath, consult with a doctor. If you are going to spend all of this time caring for your garden, a few minutes caring for YOU will certainly be worthwhile. Following these helpful guidelines will certainly contribute to a healthier body.

• Contracting the lower abdominal muscles is essential to protecting the lower back while being active. Simply suck in the muscles between your belly button and bladder while performing rigorous activities. • Hydrate yourself and use sunscreen at all times. • Constantly stretch and take frequent breaks when necessary • Alternate between activities. Spend 20 minutes doing three different tasks, and then repeat if necessary.

As an investor, you might think it’s easy to evaluate your investments’ performance. After all, the bigger the gain, the better, right? This statement is true enough, but as an investment strategy, it’s incomplete — and, if followed rigidly, it could lead you to make some mistakes that could hinder your progress toward your financial goals. What are some of these potential mistakes? Here are a few to consider: Evaluating performance over a short period of time — if you measure an investment’s performance over a relatively short period of time, you may be more tempted to invest emotionally — that is, you’ll buy more shares of an investment when you “feel good” about it because its price has risen, and you’ll sell more shares when you “feel bad” because the investment’s price has fallen. This behavior is the opposite of the classic piece of investment advice: “Buy low and sell high.” Try not to make investment decisions based on short-term performance. Instead, look at an investment’s long-term track record. While it’s true, as you have no doubt heard, that “past performance can’t guarantee future results,” it’s nonetheless useful to see how an investment has fared in different market environments. Neglecting the impact of contributions and withdrawals. If you put more money into an investment, it will be worth more, until the price

drops. And if you take money out of an investment, it will be worth less, until the price rises. Yet many people mistakenly attribute their investments’ performance to these inflows and outflows. Failing to distinguish between “growth” and “income” investments. To help achieve your long-term goals, you’ll need a mix of growth-oriented investments, such as stocks, and incomeproducing vehicles, such as bonds. However, bonds will typically not add much growth to your overall portfolio, so keep this in mind when you look at the year-to-year change in value on your investment statements.

Comparing investments to benchmarks. Try not to compare the performance of your investments to benchmarks such as the Dow Jones Industrial Average or the S&P 500. If you’ve chosen an aggressive investment mix, your returns may show wide swings, beating the benchmarks substantially in some years while trailing them significantly in others. On the other hand, if you’re a conservative investor, your returns may consistently lag the major benchmarks, but you’ll probably experience less volatility.

Maintaining unrealistic expectations. In 2009, the Dow Jones Industrial Average rose nearly 19 percent, while the S&P 500 jumped more than 23 percent. But if you anticipate such unusually high returns annually, and you base your investment strategy on them, you’ll likely be disappointed and have trouble meeting your goals. For a variety of reasons,

Once you know what to expect from your investments, you’ll be less likely to be disappointed at your returns — and you’ll be better prepared to create and follow an investment strategy that works for you. Donald G. Sellers is a financial advisor with Edward Jones Investments in Kennett Square.

-- Dr. Chad Laurence is with Corrective Chiropractic in Hockessin.

Members Making Waves This Summer Congratulations to Anthony Verwey of Unruh, Turner, Burke & Frees Attorneys at Law on his recent appointment as principal of the firm! Kudos to Kennett Square High School on it’s first Newsweek annual ranking as one of the best high schools in the United States this year. Judith Lee is offering a free 2-hour seminar, “Jump-Start Your Email Marketing,” Learn how to reach, teach and keep your customers with effective email messages. Ideas on how to gather

email addresses, and building a marketing list. There is no charge for the seminar, but you must register, as space is limited. Please email Location: Bayard Taylor Memorial Library, Kennett Square, PA. Dates: July 27 @ 4:30 to 6:30 pm Aug. 27 @ 10 am to 12 noon Sept.16, @ 10 am to 12 noon.


most investment experts foresee relatively modest returns in the financial markets over the next few years, so you’ll want to plan accordingly.



Customer Service – Is it all talk? Everyone talks about customer service – many businesses use this phrase in their advertising and marketing. But how do you really “service” your customers? You hear it everywhere, but are businesses really following through on their promises? I recently wrote about critical listening which goes hand-in-hand with customer service. Not only do you need to really truly listen to your clients and potential clients, but you need to anticipate their needs before they ask. What’s the most common customer-service situation? A customer or client seeking help. So it’s extremely important to get this service interaction right. Properly done, a customer seeking help will not only feel that she or he has been treated well, but will be more favorably disposed toward referring you to others. Businesses can use the following tips for better customer service: 1) Be available in a timely manner. The first way that you make your customer feel valued is by acknowledging him or her as soon as possible. You need not be accessible 24/7, but you need to be responsive in a timely manner. 2) Appear eager to help (but not in such an aggressive fashion that the customer is turned off).

Doing points one and two properly are often all that’s required to truly service your clients.

3) Help by directly addressing the customer’s request and solving the customer’s problem. This may involve: • Actively listening to your client. Ask clarifying questions when the customer is finished speaking, if necessary, to get more details that will enable you to solve their problem. Do not interrupt when he or she is speaking. You can’t listen when your mouth is moving. • Showing a knowledge of your business’s products and/or services. And be sure that you know the difference between “showing knowledge” and “showing off.” Customers do not want to hear lectures about particular products or services. For good customer service, tell what they want to know, not everything you know about it. • Showing a knowledge of related products and or services. Customers commonly compare products and/or services, so you need to be able to do this. • Being able to offer pertinent advice. Customers often have questions that aren’t directly about your products or services but are related to them. Example: When talking about marketing, I am often asked about designing Web sites -which I do not do, but I need to understand. The answers you give (or aren’t able to give) can influence decisions and how people feel about your customer service.

Thank You for Participating in the First Annual Family Fun & Music Festival sponsored by REALTORS & APPRAISERS

5) Be cheerful, courteous and respectful. 6) Close the interaction appropriately. You should finish by actively suggesting a next step. If he or she is ready to make a purchase at this point, be prepared to close the sale immediately. If the customer is not ready to buy or sign a contract at this point, your suggested next step may be a further invitation to engage with the merchandise or service such as, “Is there anything else I can help you with?” or “Would you like a brochure or proposal?” You should never just say something such as, “Here you go,” or “Okay, then, thanks,” and move on The tricky part of customer service? I know it’s basic, but providing good customer service is basic. The tricky part of it is providing good customer service to all your customers all the time. -- Maria Novak is the owner of Marketing Solutions & Business Development, a marketing consulting firm in West Chester.

Save Your Local Economy Three Stores at a Time

Kennett Square is in the running for the Coolest Small Town in America. If you had the opportunity to visit one of the coolest towns in America, wouldn’t you jump at the chance? Well, it’s time to jump! Take the family out of the house and make it a long weekend, in your backyard. Explore our wonderful historical perspective and amazing natural beauty!

Hello and welcome to your Stay-Cation! It’s a vacation right here in your community! Tourists flock from all over the country, and the world, to view our community. Have you ever taken the time to be a tourist right here in your own community? Visit Longwood Gardens, play a few rounds of golf, tour the wineries, take in our landscapes, visit our many museums, take advantage of our bed and breakfasts or our local hotels – and, of course, sample our fine cuisine. It’s all right here for you and your family to enjoy. But the hustle and bustle of our daily lives rarely affords us the time to enjoy what’s right here in our back yard! Perhaps it’s time, to take the time.

See why the DuPonts, the Strawbridges, and artists like Andrew and Jamie Wyeth and Paul Scarborough all called Southern Chester County “home.” From Longwood Gardens, to the rolling hills of the Brandywine Battlefield, to the tours and tastes of our many vineyards …there’s so much to do. During the day, you can lose yourself in Longwood Gardens at the over 800 acres of manicured gardens, fountains and shows, including a 200,000-square-foot conservatory and the new, amazing children’s garden. Then the next day, you can venture just up the street to the Brandywine Battlefield, where George Washington and the Marquis de LaFayette fought the British on our way to our independence. And on your way there, you will “take in” the

Cinda Baxter

We need your input!

The 3/50 Project saving the brick and mortars our nation is built on. Think about which three independently owned stores you’d miss if they were gone. Stop in, say hello and pick up a little something. That’s how they stay around. If just half the employed U.S. population spent $50 each month in independently owned stores, their purchases would generate approximately, $42,629,700,000 in revenue. For every $100 spent in independently owned stores, $68 returns to the community through taxes, payroll, and other expenditures. In a national chain, only $43 stays here. Spend it online and nothing comes home.The number of people it takes to start a trend…. You!

The Chamber is looking at going green initiatives.

So, pick 3, spend $50 and save your local economy. For more info check out: www.


Brian Roselli

landscapes that Paul Scarborough, and Andrew and Jamie Wyeth all made so famous through their artwork. Then you can head south toward Oxford and view the many Amish farms and visit the Herr’s potato chip factory. Maybe even take in a round or two of golf at our many local courses. And, of course, a tour of one (or more) of the area’s many vineyards is a must, and sample one or two or three of their many different wines ... Hiccup! Oh ... excuse me! You can stay at one of our many bed and breakfasts that occupy hundred-year-old homes that are fully restored to their glory and ready to serve, or at a more modern, local hotel, whichever suits your style. And for dinner, we offer everything from small, quaint coffee shops, to five-star restaurants, and everything in between. That’s right! We have it all ... here in Southern Chester County -- from Kennett Square, the Mushroom Capital of the World, to Oxford (the Potato Chip Capital), and everything in between. Enjoy the summer and be careful!

Beginning with this issue, the Chamber newsletter will be published electronically. We would like your thoughts on preference on the printed versus the electronic magazine style copy.

Look for your electronic version via e-mail and make your vote count! E-mail or call the Chamber office with your thoughts!

Quarterly Quote: “Diversity is the one true thing we all have in common. Celebrate it every day.” - Anonymous

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Southern Exposure Third Quarter 2010