Summer Issue 2013

Accent The Student Voice of Austin Community College

Summer 2013

Branching Out Exclusive preview of the Elgin Campus p.10

Film Student Startup The Business of Art p. 8 p. 9

Strange Brew Review p. 11

Challenge yourself to finish your degree.

At one of “America’s Best Colleges.”

– U.S. News & World Report

Day, evening and weekend classes.

North and south Austin campuses.

Academically challenging. Personally rewarding.

Nationally recognized. St. Edward’s University provides an inspiring and welcoming environment for transfer students to earn their bachelor’s degrees. Find out how St. Edward’s will prepare you to make a difference in your world.

Go to stedwards.edu

and start finishing your degree today.

®

Austin

Japan

France

Spain

Chile

Germany

Argentina

South Korea

Scotland

Mexico

Career

CONTENTS

7

9

News Briefs

Campus Closeup

11

College Eats

On the Record

5

Comic Relief

13

Kaleidoscope

10

Student Voice

14

Career

15

Opinion

11-12

On the Cover: Photo by Janice Veteran, Photographer — Artwork at the Elgin Campus, including the barbed-wire display in this photo, was created to reflect the rural history of the land it occupies.

On the Web theaccent.org

Audio: Hear about ACC’s new social media communication degree.

Photography: Experience the colorful imagery of ACC’s fifth annual Carnival ah!

Summer 2013 | 3

The Student Voice of ACC

Luxury Apartment Homes

-Minutes from the Lake Creek Bus/Metro Rail Station -Large Pets Accepted -Washer and Dryer Included

Call or Stop By for current availability and Austin Community College Specials!

13425 RR 620 N. Austin, Texas 78717 512-401-8110

Accent is Austin Community College’s award-winning, student-run publication. We operate a digital-first publishing model. Content is edited and posted directly to the website. We also print a tabloid-style magazine. In Spring 2013, we’ll distribute new issues on Feb. 28 (March Issue), March 26 (April Issue) and April 30 (Summer Issue).

Editorial Team

Design Team

Era Sundar, Editor in Chief Clarissa Peereboom, Photo Editor Daniel Lopez, Photojournalist in Training

Ruby Piñon, Design Editor Kimberly Hancock, Graphic Designer Megan McKay, Illustrator

Reporters

Photographers

Carizma Barrera, SAC Adriana Donati Shireen Fatehi-Sedeh, NRG Joey Galvan Derek Shiekhi, RGC

Leo Furmunsky Keri Gabriele, PIN Payam Golshan Michael Malburg Gordon Murray Jordan Naylor Jordan Stubbs John Sutton Jacqueline Torres Janice Veteran Uyên Nhi Võ

Business Team

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Spotlight

Iraj Lotfalian Payam Golshan Photographer

A

t 19, Iraj Lotfalian experienced discrimination in his native country of Iran and decided to leave. Now he is studying to take the Compass, ACC’s academic assessment test, and plans to study biology. He spoke with Accent about the circumstances that brought him to the United States and his plans for the future.

ACCENT: You’ve been in the United States for a few months.

What brought you here?

LOTFALIAN: Because of my religion. I am Baha’i. Since the revolution, many restrictions have been placed on people of the Baha’i faith.

We cannot hold government jobs and we are not allowed to pursue higher education in my country.

Note: The Baha’i faith is a monotheistic religion that emphasizes the spiritual unity of all humankind.

ACCENT: How did it feel to know that most Baha’i students could not attend college?

LOTFALIAN: At first I felt bad, but that was it. I was a good student, and I thought maybe with good grades I could get into university.

ACCENT: What happened once you finished high school?

LOTFALIAN: I saw my Baha’i classmates applying to universities and not getting in. So I started thinking about opportunities abroad and I talked to my parents and counselors.

ACCENT: What did you do once you decided to leave?

“To me, education is a door to a better life and success.”

LOTFALIAN: I went to Turkey and applied for refugee status with the United Nations. They granted it and I was able to get a U.S. visa.

ACCENT: Why did you choose Austin?

LOTFALIAN: My uncle and a best friend from childhood are here.

ACCENT: Do you think that access to higher education will influence your future?

LOTFALIAN: Of course. I think not only for me, but it can also affect my family and social status too. Who likes to be frozen at the same point? Everybody likes to move on and find a better life. To me, education is a door to a better life and success. There are lots of other young boys and girls who really deserve to have this chance to continue their education but don’t get it.

Payam Golshan, Photographer

ACCENT: What are your plans for the future?

LOTFALIAN: I just found a job at Walmart as a cashier, and after studying at ACC, I want to transfer to the University of Texas or some other university to study biotechnology.

ACCENT: Do you think it’s possible to reach these goals?

LOTFALIAN: Yes, I see open opportunity to go to university, and even though I am not native here or born in the U.S., I feel like I am treated the same as everyone else.

Editor’s Note: This interview was conducted by Lotfalian’s uncle, who is an Accent contributor. It has been condensed and edited.

Summer 2013 | 5

Join us for Preview Friday!

Designed with you in mind, Preview Friday allows you to mingle with other transfer students and learn about: • How the transfer process works • Financial aid and scholarship opportunities • The Comet Connection tuition guarantee • Campus life You’ll also have the chance to talk one-on-one with an advisor in your major. Choose the date you’d like to attend:

Mar. 22, 2013 Apr. 26, 2013 May 10, 2013 May 24, 2013

RSVP at utdallas.edu/enroll/ events. Directions to the UT Dallas campus available at utdallas.edu/directions.

REGISTER NOW Jun. 7, 2013 Jun. 28, 2013 Jul. 12, 2013

News Briefs BOT Member Dr. Betty Hwang Carizma Barrera Reporter

Photo Courtesy of Trustee Hwang

Dr. Betty Hwang is the first Asian American to serve on the ACC board of trustees. She holds a Doctorate of Higher Education from the University of Texas and has been an educator for more than forty years.

Hwang said increasing the number of scholarships and internships is high on her agenda.

“I’m working very hard to support the students by building connections with the business and industrial worlds,” she said.

Daniel Lopez, Photojournalist in Training

SOCIAL MEDIA PIONEER — Professor Jill Brockmann teaches social media classes through ACC’s Business and Technical Communications program.

Social Media at ACC and Abroad Daniel Lopez

Photojournalist in Training

A

CC has a new, cutting-edge degree — an Associate of Applied Science in Social Media Communication.

“It’s the first social media degree of its kind in the nation,” business and technical communications professor Jill Brockmann said.

Brockmann, who co-created the program, designed it to emphasize business and technical writing.

“We interviewed industry executives throughout Austin,” Brockmann said. “They really wanted people that could do social media, knew the technical side of it and were really good writers.”

Glenn Matthyssen is a student in one of Brockmann’s social media classes.

“The new tools and skills I have acquired provide different ways to leverage social media platforms and keep up with the younger generation,” Matthyssen said.

Brockmann also demonstrated that social media can bridge the communication gap between academic institutions and their students.

On a recent trip to Denmark,

Brockmann conducted a series of lectures on social media at Aarhus Business College and Business Academy Aarhus, using ACC’s program as a prototype.

The Danish professors expressed frustration because their students did not check email regularly for assignments. During one of her seminars, Brockmann helped the professors create class Facebook pages to better engage the modern student. The response was overwhelmingly positive she said.

Charles Quinn, ACC Dean of Business Studies who traveled to Denmark with Brockmann, said the trip was a positive step toward further collaboration between ACC and the Danish schools. The goal, he said, is to equip graduates with the tools needed to compete in the global market.

“Social media is a field that is only going to grow and become more robust,” Brockmann said. “Social media brings us all together. It makes our world much smaller.”

This year Brockmann’s academic contributions were honored with the Adjunct Faculty of the Year Award and the Teaching and Leadership Excellence Award.

Janice Veteran, Photographer

Highland Mall Conversion Begins Janice Veteran Photographer

ACC celebrated the beginning of its Highland Mall repurposing project with a ceremonial wall breaking March 27. The former J.C. Penney building will house a library, student union, classroom space, and what is expected to be the largest Math Emporium in the U.S. The remodel will add 200,000 square feet of space to the ACC system and accommodate more than 6,000 students. The space is scheduled to open for classes in fall 2014.

Accent News

Phi Theta Kappa

On April 3-6, Accent attended the 37th annual Texas Intercollegiate Press Association (TIPA) conference in Fort Worth. More than 421 students from 43 colleges and universities participated in the event.

Accent won 17 awards including: 1st place in Feature Photo, Page One Design, Information Graphic, Feature Story, Sports Feature Photo, Best Video and Spanish Radio Announcing.

The Alpha Gamma Pi Chapter of ACC’s Phi Theta Kappa Honor Society won Regional Presidency at the Texas Regional Convention March 7 - 10 in Dallas.

Other top awards won by the organization include: Five Star Chapter, Chapter Communication, Distinguished Member, Texas Hall of Members, Texas Hall of Advisors, Individual Communication and Most Outstanding Advisor.

Student Awards 2 01 3

Summer 2013 | 7

Campus Closeup

O T

n his own erms

Radio Television Film student Felix Rivas was tired of working for other production companies.

So he started his own.

Photo by Clarissa Peereboom, Photo Editor

8 | ACCENT

Shireen Fatehi-Sedeh Reporter

F

Professor Cathy Welch taught Rivas in her Introduction to Television Technology and Introduction to Radio Television and Film courses. She said working in film today requires networking persistence.

Although the human resources for his project came together by chance, Rivas was careful to plan the legal and financial details. He applied for filming permits and purchased insurance.

“Do it, but do it right,” he said. “Be legit.”

When it comes to financing, Welch said aspiring filmmakers should take advantage of local resources like the Texas Filmmakers’ Production Fund, also known as the AFS Grant. The fund provides money for filming through the Austin Film Society. Crowd-funding sources like Kickstarter, an online fundraising tool, are also becoming more important.

Welch said Rivas’ screenplay is interesting because it contains modern feminist aspects as well as the components of a thriller.

The film is a reimagining of the legend of la lechuza. In Texan and Mexican folklore, the lechuza, a creature with the body of a bird and the face of a woman, swoops down at night to carry off or terrify her victims.

Rivas turns the legend on its head by humanizing the creature and presenting the story from her perspective. In this story she is not evil; she’s just different.

The film won’t show the woman’s transformation into a giant winged creature, because Rivas views special effects as crutches that distract from pure storytelling.

Rivas has already slated his next original project. He intends to remake one of his class projects, a story he describes as depicting love created and then lost. The working title is “It Never Rains in Southern California.” He plans to subsidize his original film projects with supplemental work filming music and industrial videos.

Rivas’ long-term goal is to grow his production company into the next Lion’s Gate Films.

After that, he said, “We’ll know when we get there.”

elix Rivas appeared on “Friday Night Lights” as a Carr County sheriff. The Radio TV Film (RTF) student was also a stand-in in the movie “Predators,” and appeared onstage in “The Odd Couple,” and “The Outsiders.”

But after years working as an actor, he decided to move behind the camera and open his own production company.

“I got tired of auditioning for other people’s visions and stories,” he said. “For an actor and a storyteller, the natural progression is to direct and create your own story.”

As a director, he relishes taking his own risks and putting in his own efforts to create work that meets his standards.

In March he filed papers to incorporate his production company Blazing Blizzard Productions. The name was inspired by Felix Freeze, the moniker he used in his days as a disc jockey.

Rivas is currently directing and producing a screenplay that he wrote and plans to submit it to the Austin Film Festival. He found the cast and crew for this project among fellow RTF students.

“He came into my bar to get some wings,” Mace Pittman, production assistant, said. The two struck up a conversation about their plans and interests. Soon after, Pittman came on board.

Audio engineer Alejandro Idunate, said he wanted to branch out to film and joined the production after a casual conversation with Rivas.

“We were both waiting in the hallway for a teacher and he told me about his film group,” Idunate said.

Production photographer Quiturah Arrington, who shares a production class with Rivas, said, “He had a really good idea. I’m working on this project because I want to be part of something that will go far.”

Rivas relied on personal relationships in casting as well. He filled about half of the film’s roles with people he knew, then asked those actors to recommend others. He thinks long-term familiarity with someone allows him to predict their performance in a role more reliably than hearing them read once or twice.

For information on Blazing Blizzard “I hate auditions,” he said. “I hope that Productions visit blazingblizzard.com.

I can always cast my films this way.”

Campus Closeup

Study Abroad

The Business of Art

Clarissa Peereboom, Photo Editor

Photo Courtesy of Dominic Bentley

near future.

PURSUING A DREAM — Art student Vicky Nielsen hopes to open her own gallery in the

MACHU PICCHU — Dominic Bentley realizes his childhood dream of visiting Machu Picchu on July 4, 2012.

Michael Malburg

Era Sundar

V

J

Photographer

icky Nielsen’s career is off to a “One of the best things about running start. returning to school is how much I have Last December, she sold broadened my scope of knowledge some of her paintings at an ACC art overall,” she said. show. The buyer then commissioned Nielsen describes her painting style her to create several more. as impressionist. She prefers oil paints Art professor Noel Robbins was one but also uses acrylics and pastels. of Nielsen’s instructors.

Art is a strong part of Nielsen’s “I tell my students they need family dynamic. She said her to think of themselves as husband of 28 years and professional artists rather all of their children are than art students,” artistic.

Robbins said. “Their “We also all sing, “If I can create work will show it, and for a while, we beautiful things and and they can start performed in our showing as soon as teach others to discover family bluegrass they wish.” band “Shady and hone their own Grove.

Being a ” talents, I will be professional artist ACC is also a has been a lifelong family tradition for successful.” passion for Nielsen. the Nielsens, as all “I always loved to four of her children draw,” she said. “One of have attended the college. my first jobs in high school was Nielsen is scheduled to doing 30-minute portraits at Six Flags graduate in the fall. Her dream is to Over Texas in Arlington.” open an art studio in the near future.

Years ago, Nielsen enrolled at the The plan is to showcase art in the front University of Texas at Arlington to gallery and give private lessons and study art but quit after her freshman create artwork in the back. year to get married. She raised four “I am delighted to be a working, children and pursued a career in hotel professional artist,” she said. “If I can convention sales and management. create beautiful things and teach others Now she is ready to pick up where she to discover and hone their own talents, left off.

I will be successful.”

Editor in Chief

essica Walker’s host family greeted her with wide grins and a barrage of rapid-fire Spanish when she arrived in Costa Rica.

“They didn’t speak any English at all. It was overwhelming in a good way,” the ACC nursing major said.

Last summer, Walker spent four weeks in Costa Rica with ACC’s study abroad program. The program offers placement in at least 10 countries with courses ranging from culinary arts to Spanish.

“Living with my host family was a highlight. I’m still in contact with them,” Walker said. “I always intended to minor in Spanish and wanted to immerse myself in the culture and language.”

William Hayden, coordinator of ACC’s International Programs, said, “Study abroad programs offer students the opportunity to combine academic study with a novel, international experience.”

That experience can lead to a new understanding of themselves and the world.”

International business major Dominic Bentley said he was amazed by the number of ancient cultures that existed in South America. He came across many examples while studying

anthropology in Peru.

“Everyone knows about the Incas, but there were other cultures that go back so far in time — all equally brilliant though not equally famous.”

Bentley describes the trip as a dream come true, however, it was not without challenges.

“One drawback was spending a lot of time on the bus traveling, but I wouldn’t take away any of the places we visited,” he said. “Maybe it would be better if the trip were a bit longer and there were a couple of rest days built in.”

Bentley said the best part of his study abroad experience involved realizing a long-standing goal.

“There was an opportunity to extend the trip and go to Machu Picchu,” he said, “a wonder of the world I’ve wanted to see since I was a child.”

To view images of Bentley’s study abroad trip visit: theaccent.org Reporting was contributed by Carizma Barrera.

Summer 2013 | 9

Kaleidoscope

Welcome to Elgin Janice Veteran Photographer

The Elgin Campus is scheduled to open this fall. It is the first community college campus in Bastrop County and will serve about 1,500 students. The site, which was once farmland, will now house classrooms, computer and science labs, a library and other student facilities. Accent was given an exclusive tour of the new campus.

CONSERVATION – A 35,000 gallon cistern will store rainwater for landscape irrigation.

BRIGHT IDEA – LED

lighting helps the campus attain silver Leadership in Energy and Environmental Design (LEED) certification.

GETTING READY – The Elgin Campus is scheduled to open in August. Finishing touches are under way.

ARTISTIC POINT – This art installation alludes to the rural, fenced-off fields that became the Elgin Campus.

ADMINISTRATION – Advisors’ offices line the hall of the counseling center.

10 | ACCENT

GETTING THERE – The central stairwell creates a strong focal point.

FIRST IMPRESSION – A circular drive adorns the front of the campus.

Opinion > South Austin Community

> Travel

Keri Gabriele, Photographer

Daniel Lopez, Photojournalist in Training

ULTIMATE INDULGENCE — Strange Brew coffee house provides students with a 24-hour hot spot for abundant food and drink options and internet access.

parties and solar viewings.

College Eats: Strange Brew Austin Coffee

History and Nature in West Texas

Keri Gabriele

Daniel Lopez

Photojournalist in training

Photographer

O

rganic, fair-trade coffee, compostable cups, live music and comfy chairs make Strange Brew Austin Coffee the quintessential, South Austin study spot. It has something for everyone.

Locally-roasted coffees and organic teas share an extensive menu with beverages ranging from homemade Italian sodas and milkshakes to beer and wine.

The food offerings are equally eclectic. The spinach and mushroom quiche is delicious and very filling.

A flaky, golden-brown crust cradles layers of fluffy egg, melted cheese, tasty spinach and hearty mushrooms. The sweet and tart flavors of the hibiscus mint iced tea provide a refreshing complement to the rich quiche.

In keeping with the theme of supporting local businesses, Torchy’s Tacos supplies the breakfast tacos, while Quack’s Bakery provides pastries.

For lunch and dinner, the shop offers several varieties of panini sandwiches.

The sandwiches come on a choice of wheat, marble-rye or sourdough bread.

Strange Brew is budget friendly with

GATEWAY TO THE STARS — The McDonald Observatory in Fort Davis hosts star

breakfast averaging about $4, while lunch and dinner average about $6.

The coffee shop has plenty of outlets for charging laptops, phones and other devices, but parking spots are limited.

At 5326 Manchaca Road, Strange Brew is a short walk from the South Austin Campus. The shop provides free Wi-Fi and a 24-hour location to brainstorm, hang out or grab a pick-me-up during all-night study sessions.

Keri Gabriele, Photographer

BUDGET FRIENDLY — At Strange Brew Coffee in South Austin, breakfast costs an average of $4 per person while dinner is around $6.

F

or students seeking a quick, affordable getaway this summer, the town of Fort Davis provides several opportunities to experience nature and explore history.

The area’s McDonald Observatory houses the world’s fourth-largest optical telescope. At nearly 7,000 feet above sea level, breathtaking views of the night sky can be enjoyed without the interference of city lights. However, be prepared for temperatures to drop severely in the evenings.

Reservations for the observatory’s star parties and other programs are encouraged and can be made online.

Admission is less than $15 and children under 6 are admitted free of charge.

For outdoor enthusiasts, the Davis Mountains State Park provides plenty of opportunities for hiking, camping and other open-air activities.

For those who prefer a walk back in time, the Fort Davis National Historic Site boasts one of the best preserved “Buffalo Soldier” (African-

American cavalry soldier) forts in the West. Admission for the park and historic site combined runs, less than $10 per person.

Fort Davis is about a six-hour drive from Austin, making it a possible day-trip destination. After a full day of activity though, travelers may want to spend the night.

Basic yet charming accommodations can be found at the Stone Village Tourist Camp. The onsite market sells grocery items and an array of products for those who want to prepare their own meals or replace items they forgot to pack. Prepared foods are a little more expensive, however, generous portions make sharing an economical option.

Lodging ranges from about $40 for a two-person room to more than $100 for suites that sleep up to five guests.

For an enjoyable experience that won’t break the bank, Fort Davis is a top contender.

For more information visit: tpwd.state.tx.us/state-parks/davismountains.

Summer 2013 | 11

Opinion

Education Matters Walter Irvine Contributor

I

know what you’re thinking: “Here is another self-absorbed white man who is gonna tell me that I need to try hard.”

And you’re absolutely right. I am going to say that, but not because I am some spoon-fed, rich kid. Believe it or not, I grew up relatively poor. Like many kids in America, my parents divorced. It affected our financial situation, although my mother never let my sister and me to know it.

As I grew up I was told I was special, that I was smarter than other kids and had a ton of potential. Looking back, I see how damaging it was for people — especially my parents — to tell me that.

I went through school with the attitude that I was better than the other kids and that I shouldn’t have to do my work if I was acing all the tests.

I started failing when I was in fourth grade. I just gave up on doing the work and realized that I didn’t have to do it if I didn’t want to. And I was right. They passed me anyway.

Failing put me in the “bad crowd,” or maybe I should say the “cool crowd.”

It was both. We rebelled, and the other kids thought that was cool. The problem is I wasn’t learning what I needed.

As the years passed, the crowd I was in started experimenting with drugs.

We skipped school, drank, smoked and just didn’t care. That was middle school.

I stepped it up in high school and

dropped out a few days after I turned sixteen.

I could now get a job and start living my life — or so I thought. I was in for a huge wake-up call. Finding a job isn’t hard for a white male, even if you’re a teen. It’s doing something better that is hard.

I went from job to job. I hated working for minimum wage, doing tasks that reminded me of chores at home and receiving little or no respect for what I was doing in life.

Eventually I joined the Army.

Let me tell you, if you don’t like authority in school and at home, the military is going to be like hell on earth. The Army doesn’t treat you like a person; it treats you like a thing.

What they don’t tell you in the military is that it is just as hard to get a good job after serving, as it was before you went in.

I am 28 years old, and I am humbled by the fact that I could have been a doctor by now. But instead, I am working on my associate degree. I am not saying that money buys happiness.

I’m saying that investing in your life is a bet that you will never lose, and the only thing that will enable you to pursue your dreams is an education.

Editor’s Note: The opinions expressed in this article do not necessarily reflect those of Accent.

Want to see the world?

Study abroad with ACC. Find out more at austincc.edu/intstudy.

Advocating for Veterans

Clarissa Peereboom, Photo Editor

HELPING VETERANS HELP THEMSELVES — Tyber Carter is an Airforce veteran and president of VALOR on the Round Rock campus.

Joey Galvan Reporter

I

n the Air Force, Tyber Carter handled weapons. He loaded heatseeking missiles, cluster bombs and other munitions onto F-15 aircraft in preparation for combat.

Now at ACC, Carter prepares fellow veterans for life beyond the military. He is the president of Veterans Achieving Leadership Outside of Ranks (VALOR), a newly formed club that helps new veterans with school work, job searches, family life and other needs.

“I love [working with VALOR],” Carter said. “We help each veteran as a whole person.”

The need for an organization like VALOR began when some veterans realized the information provided by ACC counselors and the Veterans Administration was not always consistent, Carter said. VALOR was designed to be an additional resource to help bridge that gap.

“So far it’s pretty rewarding and we’re looking forward to expanding our group to the other campuses,” he said. “We’re starting in Round Rock and we’re hoping to expand to Cypress Creek, Northridge, Pinnacle and Rio Grande.”

Carter’s personal goals include working toward a degree in aerospace engineering and one day designing fighter jets and cargo planes for Boeing or Lockheed Martin.

VALOR will host a Job Fair at the Round Rock Campus May 1.

For more information about VALOR, contact Mervin Jones at mjones8@austincc.edu.

International Studies

12 | ACCENT Accent

4.95x2.61 CMYK Runs Oct, Nov, Dec, Feb 2012–2013 issues

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Summer 2013 | 13 9/27/12 1:20 PM

Student Voice

What are your plans for the summer?

Keri Gabriele Photographer

“I will be taking one required course and one fun class.”— Andrew Souter

“My plans are to work and then come back in the fall to get ready for transfer to Texas State.“ — Lambert James Maddy

“I have to take the summer off to give birth to my baby!”— Megan Pittman “I just moved here from Las Vegas and will be starting school this summer.”— Alejandro Santi

“I will be in class, lots of math to take, and working and enjoying Austin.”

— Jon-Paul LaTier

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14 | ACCENT

Career

Self-Employment: Starting your own business Era Sundar

Editor in Chief

S

tarting a business is a big step. Steady paychecks and employment benefits are traded for the complete freedom of being the boss. However, that freedom comes at a price — complete exposure to risk and ultimate responsibility.

In order to make the risk pay off, thorough preparation is an absolute must. The following tips address some of the most important areas of business preparation.

pay all the bills and make a salary.”

Dewberry said delays in city permits can prevent a business from meeting its scheduled opening. If the lease is secured and staff already hired, these expenses will need to be paid even if the store cannot be opened and no income is generated. Having cash reserves is helpful in such a situation.

Jump on the social media bandwagon

Gain a working knowledge of the business Formal education is always a plus, but it’s not the end of the road. Actually working in the same type of business you plan to open is invaluable. For example, if opening a restaurant, it may be worth it to take a job as a restaurant employee for a while. Working in as many aspects of the business as possible, from bookkeeping to kitchen management, is best.

Consult the experts The advice of lawyers and accountants helps ensure the correct business structure for liability and taxation purposes. Do some research before the consultation and have questions prepared beforehand. This will maximize the time and keep consultation fees to a minimum.

Mentors who have successfully engaged in the same type of business are another valuable source of knowledge. At austin.score.org, entrepreneurs can connect with the Service Corps of Retired Executives (SCORE). The organization provides free small business counseling and low-cost business seminars.

Help can also be found through the Small Business Association. A number of online resources can be found at sba.gov including instruction on how to create a business plan.

ACC also offers business preparation courses including a Small Business Workshop through it’s Continuing Education Department.

Understand the full scope of financial need ACC management professor Dan Dewberry said, “Many people who end up failing, did not start out with quite enough money to get them to the point where they are selling their product or service and can

overestimate the demand for their product or service.

The opinions of friends and relatives may also be overly complimentary.

“All that really matters is: whether the public will buy your product or service at a price that covers your costs and earns you a salary,” Dewberry said. For these reasons test marketing is essential.

Anticipate the unexpected Fire, water damage and equipment failure can cause substantial financial setbacks. Property and liability insurance are important aspects of business planning and should not be overlooked.

Most people would not jump off a cliff just because their friends did. However, keeping up with trends and customer preferences is necessary in business. And right now, social media is where the customers are.

There is a caveat.

“You shouldn’t be engaging in social media marketing if you don’t have a website first,” Shama Hyder Kabani, author of “The Zen of Social Media Marketing” said.

According to Kabani, the amount of information that can be given in a social media profile is limited and is not enough to make a sale. The primary purpose of social media is to attract attention to the website. It is then the website’s job to convert visitors into customers.

Starting a business is a major undertaking. But with patience, perseverance and the right planning, entrepreneurship can be a rewarding and fulfilling experience.

Consider Conservation “Entrepreneurs need to embrace energy and water efficiency,” Dewberry said. “More and more businesses are learning they can save money by purchasing vehicles that get better gas mileage.”

Dewberry said by purchasing energy efficient appliances, a business may spend more upfront, but will save money in the long run with lower utility bills.

Test market the product or service Being passionate about their business may cause some entrepreneurs to Summer 2013 | 15

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