Tools for Success - Spring/Summer 2023

EDITOR

Ann Marie Harvey

annmarie@verticalsolutionsmedia.com

CONTRIBUTORS

Ann Marie Harvey

Vertical Solutions Media

Bethany Meadows

Vertical Solutions Media

PHOTOGRAPHY

Ann Marie Harvey (Birmingham EP), Sydni Currie (Huntsville EP), Kiara Watson (Destin EP), Steven Babin (Leadership)

Cover Photo: Kiara Watson

Some photos courtesy of: NBC/Peacock, Jade Cooper, April Livery, Village of Promise, Dr. Maggie McKelvey

DISTRIBUTION

Contact bethany@verticalsolutionsmedia.com

Tools for Success magazine is published by United Community.

HOW TO REACH US

Call: 1-800-UCBANK1

Email: Corporate_Communications@ucbi.com

Mail: 2 West Washington Street, Suite 700, Greenville, SC 20601

Read this entire magazine online at ucbi.com

Welcome to the first edition of Tools for Success since our merger with United Community! You will find your local office staffed with the same trusted bankers while receiving the highest level of customer service you have come to expect from us.

This issue is a special one as we highlight our youngest generation. All of our Entrepreneurial Profiles are businesses that either focus on children or have a multi-generational facet to them. You’ll meet Jade Cooper and her mom, Teresa Phillips, whose love of teaching prompted them to open an early learning center in Spanish Fort, Ala. You’ll also hear the amazing story of the Destin Charity Wine Auction Foundation, a nonprofit that has raised millions of dollars for children’s charities in Northwest Florida. Are you a fan of reality TV shows? Then check out our article about Gingerhead Bakery and the mother-daughter duo from Florence who went on a baking show for the NBC/Peacock network.

According to a Forbes report, Gen Z will account for 27 percent of the workforce by 2025. As these younger workers come of age, what makes them tick? How can they assimilate into your workplace? And what can you do as a manager? Our Human Resources article takes a look into Millennials and Gen Z and gives advice on working with them.

There are many nonprofits that support children. How can your business work with them? Our Special Section takes a deep dive into the who, what and how of these entities. And as your business ages, how can your products still appeal to a younger generation? We will take a look at that in our Business Development article.

That just scratches the surface of what the magazine has to offer. Take some time to get out into the springtime sunshine (finally!) and enjoy this issue.

We appreciate your business as we merge with our new United Community family. Although the name is different, we continue to Think Forward.

Thank you for your continued support!

Sincerely,

David Nast President, Alabama/Northwest Florida United Community

We’re United Community.

A bank that serves customers’ everyday needs and long-term goals.

With bankers who know your name and services that’ll make managing your nances a little easier, we’re committed to supporting you through every stage of life. Find a branch near you at ucbi.com/locations.

Tasting the Sweet Life: Gingerhead Bakery

By Ann Marie Harvey

FLORENCE, ALABAMA

SSummers spent with Nana ignited a love for baking within Maddie Howton’s heart. The second of seven children, those days with her beloved grandmother gave them special time together where Maddie experienced the joys of the kitchen. “My grandmother’s specialty was chocolate covered cherries,” Maddie recalls. “She really got this whole thing started.”

This “thing” is Gingerhead Bakery, the business she named after the beautiful color of her hair. Always tall, Maddie found herself the object of jokes while in middle school in Florence, Ala. Instead of fighting back, she decided to hit back with a touch of sweetness. “We held fundraising bake sales, so I made cake pops,” she explains. “All my baked goods would sell out first and then I’d go home and make more for the next day.” Before long, she was sought out for her baking talents. “During quarantine in 2020, someone asked me if I would try making a cake,” Maddie says. “I’d never made one before, but I gave it a shot and fell in love with that too. That’s when the bakery started.”

LAYERS UPON LAYERS

Maddie’s mom April was instrumental in spreading the word, from Facebook posts to friend requests. Orders poured in to support the budding entrepreneur. “Once Mom started posting, business literally bloomed from there,” Maddie says. “I wasn’t even old enough to have my own Facebook page

yet, but today I handle all my social media.”

Starting a business while in high school is no small feat. A two-sport athlete, Maddie often didn’t get home until after 8 p.m. when she would finish homework and begin baking. “There were nights she was up until 6 a.m. and would get an hour’s sleep before going to school,” April says. “She was so dedicated to her customers.”

By the time she graduated in May 2022, Maddie had a plan. Although she was her college prep high school’s salutatorian, she knew college wasn’t in the cards for her. “She was making five figures and told us she didn’t want to lose the clientele she had worked so hard to foster,” April says. “We respected the decision she made for her future.”

With her Alabama Cottage Food Law license in place, Maddie currently bakes at home, where four refrigerators now take up space for all her creations. From the time her younger siblings leave for school until they return home in the afternoons, Maddie is busy baking, sometimes as many as 35 cakes in a week. On a whim last year, April sent her an Instagram ad to apply for “Baking It,” an NBC/ Peacock show hosted by SNL alums Maya Rudolph and Amy Pohler. “It seemed a little sketchy, to be honest,” Maddie laughs. “We went ahead and filled out the application and then forgot about it.”

Imagine their surprise when a producer called to ask them to interview.

IN FRONT OF THE CAMERA

“Never did we dream that we would be considered for a TV show,” April says. Many phone calls, interviews and texts later, the mother-daughter duo found out they had been accepted for the show. “It was surreal to think that we were going to be on television,” Maddie says. “We were required to have a partner and I couldn’t imagine doing it with anyone besides my mom.”

Although April says the baking gene missed her, she is an artist and takes orders well, so the two practiced baking together before flying to California for two weeks in October 2022 for filming. Right off the bat, the two won the first challenge with Maddie’s Salted Dark Chocolate Cake with tart cherry filling, a nod to Nana’s chocolate covered cherries. “We had to recreate this cake from memory and we only saw it for a few minutes before it was whisked away,” Maddie says. “It’s the most stressful and exhausting thing I’ve ever done.”

The Howton ladies were one of the last teams standing and made it to the semi-finals. “The fact that we made it there at all was amazing,” April says. “We became family with the other contestants and created lasting bonds and friendships.”

BAKING IT IN BUSINESS

Once they returned from L.A., Maddie began the process of buying a trailer for pop-up events. “Instead of meeting people in random places to deliver their orders, my customers pick up at my Mom’s art studio, Studio 23,” she says. “I wanted a trailer I could park in her parking lot or at other

permissible locations and pop-up with cookies, cake pops, cakes in a cup, hot cocoa bombs or cinnamon rolls.”

Maddie worked with banker Jeffrey Jones at United Community to decide her next steps. Although she had the cash on hand, her parents felt like this was a good opportunity to build credit. “Jeffrey talked to Maddie directly and walked her through all the steps,” April says. “Because she’s 18, she had to do this herself. I really appreciated Jeffrey’s mentorship. As a mother and a business owner I wanted to take care of it, but as a businesswoman, Maddie needed to learn.”

The boho-decorated trailer has turned out to be a boon to Maddie’s business as she looks ahead to spring and summer. “It’s definitely a great marketing tool,” she says. “People will tell you you can’t do something, but follow your passion. Step out of the box and try something new—you never know what can happen.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

Buchanan Heads the Huntsville Market

By Ann Marie Harvey

J.E.P. Buchanan became the new United Community Huntsville Market President in April after the retirement of Lee Hoekenschnieder. J.E.P began his banking career in 1990 after graduating from Auburn University. The Huntsville native returned home and worked at AmSouth until 2007, when Lee and David Nast asked him to join their team at Progress Bank. J.E.P. didn’t hesitate and has been part of the bank since day one, most recently serving as COO and Senior Lender. His experience has been primarily in commercial lending and credit quality of banks’ commercial loan portfolios.

Q: What is the biggest challenge you have faced during your time in leadership?

We all know that change is hard for everyone, but in particular we want our customers to know through this transition from Progress to United Community that we are still here for them. There has been a lot of consolidation in the banking industry over the last several years—and not all of it has been positive for

the customer. People want to know that through all the changes their banking team will still be able to help them. Our biggest challenge is making sure all customers throughout the Progress footprint understand that. We are excited about being part of United Community because their business model is very much like ours.

Secondly, change is hard for our employees as well. It’s inevitably stressful as things are changing. United Community is a larger bank, so some of our processes and systems are changing also. My job is to navigate us through that conversion and make sure everyone learns the systems. Ultimately, people bank with us because of our employees, so they are a top priority.

Q: How do you motivate your team and what is your personal leadership style?

I think all of us in leadership have to remain positive to keep everyone motivated. I also think it helps to share with them the time period it will take us

to get through a certain project, like the current conversion. Constant and open communication to our employees is key to this. If an employee has concerns or questions, then I’m proactive about getting them an answer. United Community has been extremely proactive by holding conference calls to make us aware about things coming down the pipeline. It makes us all feel good about the company we work for.

Q: How are you developing and implementing a vision for your team?

At Progress we had a very specific corporate vision that we lived by. United Community has a similar vision and corporate goals for the company. Most importantly, we want employees to treat each other and our customers well. It’s important that we

continue to communicate to our employees what our goals and visions are and ask people to live up to what senior leadership has asked us to do.

Q: Where do you find inspiration?

From a business sense, my inspiration has come from the founding of this bank. When you have children, you want them to do well and you support them in everything they do. You’re proud of them as they move into the next stage of their lives. I would liken that feeling to the bank. For those of us who founded the bank and took it from zero to $1.8 billion in assets, this has been our baby. My inspiration comes from seeing what we did from 2007 to 2023 and working so the bank continues to flourish and do well.

I’m also inspired by our family members, friends and customers who got behind us when we were a bank with no assets. They thought enough to invest in us and that really motivated me to not fail. I’m very proud of what we’ve done and where we have taken the bank. I’m looking forward to what we can do together with United in the future.

Q: What is the importance of mentorship in your role?

I’ve been fortunate to have had mentors in several areas of my life, including David Nast. I’ve worked with him for a long time and have always appreciated his management style and mentality. He is a no-nonsense guy, so when I talk to him, he has a direct vision about how something should be done and communicates it well. I’ve had several others I worked for that helped me manage other aspects of my life, from family to my customers and employees.

As far as being a mentor to someone else, that is a huge responsibility. I’m mentoring people to become the next leaders of the bank. If we aren’t helping them to grow, then we aren’t passing anything on. I feel called on to be a mentor not only in business, but in my personal life as well.

Q: How do you balance work and home life?

I decided early on in my career to do the right thing and take the time to be with my family. I came to work early so I could be the coach of my sons’ baseball teams and my daughter’s soccer team. I went to all their games and tried to never miss

any of the kids’ activities. I also make sure my wife, Sheri, and I spend time together. If you don’t have a good balanced life, your professional life will struggle as well.

Q: In your opinion, what are the qualities of an effective leader?

Effective leaders have to be attentive and engaged with what is going on around them. It’s important to me to have a personal relationship with my team members and know their families. I like to sit down with them and ask how things are going at work. I want to make sure we are meeting the bank’s goals, but developing personal relationships helps me keep track of where we are in the process.

Q: What advice would you give someone going into a management position?

You need to understand that you’re going to be dealing with people once you’re in management. I’ve worked with lenders who knew how to care for a book of business but didn’t have a clue about how to manage people. Of course this caused conflicts between employees and a whole new set of issues. The most important thing about management is helping the team reach the bank’s ultimate goal. My advice is to know how to handle conflict resolution, motivate your team to meet their goals, communicate with them frequently and meet with your employees often.

Q: What unique challenges have you faced during this transition time with the bank?

When we started Progress Bank, I served as both chief credit officer and a lending officer with my own book of business. Once I was able to simply concentrate on being the chief credit officer, I have been more involved in growing the bank, meeting our goals, managing our loans and deposits and more. For many years I served as market president at another institution, so I will be returning to a role that I loved. I’m excited to become reengaged in more of the business development role.

Q: What are some activities you enjoy in your free time?

Q: What qualities do you look for in the people you hire?

I look for self-starters who are honest and follow the Golden Rule. I want someone on whom I can depend to come in and be proactive about their job and not need me to manage them. We are fortunate to have a lot of employees who know what they need to do every day, do it effectively and take care of our customers. Occasionally there are instances when you have to work with someone who isn’t a self-starter to help them become more independent.

I am a golf addict. My wife will tell you I need to have some balance, but golf is what I love to do the most. I love to spend time with her and my three kids when I can. My oldest son, James, works for a contractor in Huntsville, my middle son, Nathan, will start at UAB School of Medicine in July and my daughter, Anna Chason, is a sophomore at Auburn University. I am blessed.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

Hot Off the Press: JUST RITE PRINTING

By Ann Marie Harvey

TUSCALOOSA, ALABAMA

Mike Livery remembers the phone call that changed the trajectory of his career. “My dad said he and my mom were buying a print shop and wanted me to work with them,” Mike recalls.

Roy and Linda were making a huge career move by purchasing the existing business and a lot of updating needed to happen. “The shop had very old, outdated equipment,” Mike says. “We made a sizable investment into updates to modernize the facilities.”

BLOWN AWAY

Things rocked along for 13 years until Roy got sick and Linda needed to care for him full-time. Ownership transferred to Mike and his wife April in April 2011, and they moved the business to a larger location. “The day after our grand opening and ribbon cutting, the April 27 tornado took the roof off the building and blew out the back end,” Mike says. “We had $1.8 million in damages—we had to completely start over.”

It took six months to rebuild the business and replace all the equipment. “It really was a blessing in disguise because we were able to bring everything into the 21st century,” Mike says.

April spent some time modernizing their accounting systems as well. “My mother-in-law had done payroll and taxes by hand, so I implemented QuickBooks and automated as much as I could,” she says. “It makes everything more convenient and easier.”

Despite the literal tornado that could have derailed their progress, Just Rite was able to keep their customer base. Over the years, the business has doubled in size several times, necessitating a move of location more than once. Recently the company added an additional 4,500 square feet to their current space. “We are so thankful for our relationship with Brad Hayes and the entire staff at United Community,” April says. “Brad always gives us great advice and was able to get us quick funding so we could build the addition. It’s hard to fi nd a

bank that responds to you that way.”

TYPECAST NO MORE

Like other print shops, Just Rite receives files digitally and has an online ordering site for customers to order directly. Letterhead, envelopes, brochures, flyers, car wraps, 18-wheeler wraps, business cards, sewer bills and mailers are just some of the items the company can produce. They also carry promotional and custom branded items such as T-shirts, overnight bags and hats. “Most people think we are a small printshop,” Mike says. “We have customers from all over the U.S. to Canada and everywhere in between.”

In the last 10 years, Mike and April have expanded their business by purchasing three existing print shops. After handling some of their printing, Just Rite acquired schoolprinting.com, a website for schools to produce and print magazines, books or booklets. Since then, they have seen an increase in business, hiring summer seasonal help to deal with orders. “Along with signs and banners, last year we printed 300,000 books that were holepunched and spiral-bound,” April explains. “Teachers order from the website and we take it from there.”

The timing of the purchase turned out to be fortuitous, as it was shortly before the start of the COVID-19 pandemic. “That part of our business kept our sales steady during that time,” Mike says. “We receive orders monthly, but it can really get hectic in the summer months.” The shop turns around orders in two days, so the digital presses are humming constantly.

Since many of their supplies come from China, Mike planned ahead and filled his storage areas with eight months’ worth of stock before the pandemic took hold. That foresight kept him in business when the rest of the economy tanked. “We were considered an essential employer because of government contracts that we have. We could only be down for 24 hours if COVID shut us down,” he says. “For a while we couldn’t even get envelopes because of the supply chain issues, so I was glad I had planned ahead.”

FROM ONE GENERATION TO THE NEXT

One of Mike and April’s goals for the future is to double in size again. “We have contracts with new customers in place and know we may need to add on to our building again at some point,” he says.

The majority of their staff members are longterm, including Mike’s brother and sister-in-law, who both work in the bindery department where everything is finished, cut and bound. “Several of our employees have been with us for more than 20 years and most of the rest eight to 10 years,” Mike says. “There’s a high degree of job satisfaction.”

Daughter Brittany and her husband, Greg Rawls, are being groomed to take over as retirement looms closer. Greg has been on board for 11 years, manages most of the sales accounts and enjoys maintaining customer relations. Brittany joined the team eight years ago, assisting with sales and schoolprinting.com. “She is good at administrative tasks and is shadowing my job,” April says.

As the company looks ahead, Mike and April are proud of the foundation they have laid and the legacy they are leaving. “Printing is just in our blood at this point,” he says. “When we are ready to retire, Brittany and Greg will do a great job growing what we have built.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

KEEPING FAMILY FIRST: Hartselle Family Dentistry

By Ann Marie Harvey HARTSELLE, ALABAMA

WWhen Dr. Maggie McKelvey opened Hartselle Family Dentistry in 2016, she did it with one thing in mind—her family. As the mother of three active boys, ages 13, 10 and 6, she wanted the opportunity to balance her profession with parenting. “My entire staff is made up of moms, so a shorter work week is better for us,” she explains. “We work really hard for three-and-a-half days and then we take it easy.” The office is open Monday through Wednesday from 8 a.m. until 5 p.m. and a half-day on Thursday. When schools are closed for inclement weather or a holiday, Maggie has autonomy over the situation. “Being able to make those decisions to be with my kids is invaluable,” she says.

PRIORITIES

Not only does her schedule allow for more family time, Maggie works hard on cultivating that culture among her staff. “We have meetings once a week, lunch on Tuesdays and take a big trip together each year,” she says. “We have an amazing time because we work together as a team. I’ve been very selective about who works with us.”

Relationships with the public are important, as Maggie knows her staff members are the face of her practice. “From a phone call to the ball field, wherever we are, people know where we work,” she says. “We value each other and have respect for each other and that shows.”

Those priorities have lent themselves to long-term employee retention and happiness in the workplace. Among the 13 staff members, there are two full-time dental assistants, three or four hygienists working at a time and a dependable office manager. “As a dentist, I can’t run my practice while I’m in clinic,” Maggie says. “My office manager really helps things run smoothly so I can just make necessary decisions.”

even staff if someone is short-handed.”

For the last 11 years, Maggie has conducted a school twice a year for dental assistants. The 14-week program is taught on the weekends by her staff and has allowed her to establish strong relationships with other local dental offices. “I’m often asked for recommendations from among our students,” she says. The original program was founded more than 30 years ago in Georgia, but when Maggie brought it to Alabama, she tweaked it to make it her own. “We change something in every class,” she says. “It’s a work in progress.”

FUTURE PLANNING

COMING BACK HOME

Maggie studied Biochemistry and Math at the University of Alabama. Because her father was also a dentist, that was the farthest profession from her mind. After shadowing physicians, Maggie realized that dentistry would better fit with her goals of motherhood. Her first son was born in her final year at the University of Alabama at Birmingham School of Dentistry, so after graduation Maggie and her husband moved to Hartselle where she worked for six years before opening her practice.

“I grew up here, went to school here, my kids go to school here,” she says. “My practice allows me to meet people that otherwise I wouldn’t know.” Maggie also enjoys helping the community. “Although I’m not on call, people know and trust that they can message me with problems,” she says.

The office focuses on general dentistry and has patients from six months up to 100 years old. “I had an associateship working with children, so I’m as comfortable with them as I am their parents,” Maggie says. She also practices cosmetic dentistry, from crowns and veneers to Botox injections for cosmetic and TMJ issues. When there are needs such as wisdom tooth removal or placing implants, Maggie refers her patients to her brother, whose dental office is across the street from hers. “He does some things I don’t do, so I’m happy to send him patients,” she says. “We work well together and can borrow equipment or

With 3,000 patients in the practice, Maggie has not been able to accept new ones in more than a year. Many drive from as far away as Tennessee to see her. “There are a lot of dentists in Hartselle and many are maxed out,” she explains. “I’m looking ahead to increase the size of my office so we can accommodate more patients and include a classroom space to hold my school.”

Just as she did when she started her business, Maggie is quick to contact her banker, Joseph Hill, at the United Community office in Decatur to guide her through next steps in the process. “He has always been a wonderful help, is knowledgeable and quick to answer any of my questions,” she says. “He has worked with other dental offices as well, so he has valuable advice and information.”

Maggie and her family live on The Tabernacle Farm where they enjoy their animals and the outdoors. It is there that Maggie can also feed her passion of gardening. “My dad told me you can always make money back, but you can’t get time back,” she reflects. “It’s taken me a while to give up control of some things, but life is so much more valuable.”

President of Communications

Ann Marie Harvey is Vice

Vertical Solutions Media.

at

She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

My practice allows me to meet people that otherwise I wouldn’t know.

Business Strategies for Attracting Younger Audiences

By Bethany Meadows

For many small business owners in Generation X or older, understanding how to attract and compel younger audiences can be challenging. They are wired differently.

1. They will change their opinions often. The older we get the more set in our ways we become. However, the younger audiences remain open to new ideas and are constantly adapting their viewpoints. On the one hand, they are more willing to try new things or to do things in a different way. The downside for a business is that it can be difficult to keep up with changing views and evolving your message to stay on point.

2. They embrace all things digital. If you are targeting a younger audience, you must be prepared to meet them where they are…online. And it’s not enough to just educate and inform. You must be prepared to entertain at the same time.

The key to any marketing campaign is understanding the wants and needs of your target audience. Millennials and Gen Z can be especially difficult to connect with as the competition for their attention is fierce. Here are some key things to keep in mind.

• They are VISUAL. The younger generations have been raised on YouTube and video games. They will make quick judgments about your brand based on what it looks like. Bold designs and bright colors grab the attention of younger audiences and help you stand out in crowded digital spaces. Whatever you do, make sure your brand does not look tired, outdated or old-fashioned.

• They value INFLUENCERS. In fact, studies show that 50 percent of younger audiences trust the recommendations given by social media influencers. Working with influencers may be new ground for your marketing strategy.

• They keep it REAL. Younger audiences will know if you are not being genuine. Authenticity and individual expression resonate loudly with them. Be something you are not at your own peril.

• They need RESPONSIVENESS. In other words, you need a strong communication strategy to answer questions and respond to inquiries as quickly as possible. They are not going to patiently wait for information.

• They have PASSION. Younger audiences are passionate about worthy causes and are attracted to brands which align with their values. One study showed that 90% of millennials would switch from one brand to another if the second brand supported a cause they cared about.

LET’S TALK STRATEGY Know and Understand Your Target Audience

The first step is to define the customer segment you are trying to reach. Develop a customer persona for them. Give them a name and description. Where do they shop? What music do they like? What pain points does your brand solve for them?

Now take it a step further and really work to understand this customer segment. How can you market to them in a way they will find engaging? How can you make them feel a part of something bigger than themselves through your brand experience? What do they truly want from brands like yours?

Be Interactive, Not Interruptive

Traditional advertising that “interrupts” an online experience will be considered an annoyance and something to be ignored or avoided. Instead, an interactive advertising strategy encourages, or even rewards, customer participation.

Examples of interactive advertising might include a “playable” ad which solves a puzzle or uses features on a social media channel, such as a Twitter poll or a TikTok challenge. Another way to engage younger audiences is through crowd-sourcing content with a photo or video contest.

Nike also hit a home run in the Gen Z population with their Nike Running Club that encourages their audience to sign up for a 1-kilometer challenge. Search “Darling x Nike Women Marathon Project” on YouTube.

Microtargeting and Connection

The Millennial and Gen Z audiences can be complex. However, the digital age allows the opportunity to really segment down into a smaller section of your audience and speak directly to their pain points. The more targeted you become, the more your message will resonate and connect with your audience.

An example of delivering microtargeting advertising would be bumper ads on YouTube. These six second videos run prior to regular content. If you segment those in your audience who are a fan of a particular celebrity or influencer, you can then craft a message centered around that theme or viewpoint.

The number of digital touch points is increasing by about 20 percent per year. Now consider how quickly technology is shaping the way we do business. We are living in the most connected world in history. The pace of innovation requires us to think forward and anticipate the demands of consumers in the future.

BOTTOM LINE

The brand experience for younger generations needs to be different with much higher levels of personalization, connection and engagement. If your company hopes to carve out market share, it will need a strategy ground in creativity to get you there.

Bethany Meadows is the owner of Vertical Solutions Media, Inc., a full service marketing agency specializing in brand storytelling, content marketing and creative growth strategies. She is also the owner of Time to Thrive, online marketing training, resources and coaching for small business owners. Find out more at www.timetothrivemembership.com.

GoPro has had incredible advertising success simply by asking customers to submit videos using their product.

Pivoting Your Business to Appeal to a New Generation

By Ann Marie Harvey

PPivoting a business means to make a shift or turn in a new direction. Many situations can prompt a company to pivot, but most importantly, it’s used as a key strategic move. A pivot suggests a dramatic shift in direction for at least one aspect of the business. It also indicates a drastic change for the company.

Of course any business pivot will involve a measure of risk and requires a balance of boldness and planning. If you’re willing to take the chance, it can have dramatic and highly profitable effects for your business.

Pivots can be a shift in:

• target customer

• market segment

• distribution channel

• pricing strategy

• overall industry

Let’s take a look at some well-known businesses who made that pivot to appeal to a younger generation of consumers.

PLAY-DOH

It’s safe to say that most children have experienced the smell of a freshly opened can of Play-Doh. It’s probably part of your childhood memories and one you’ve passed on to your kids as well.

Few people realize that this beloved children’s toy was originally launched in the 1930s as a wall cleaner. The cleaning product was dubbed “Kutol.” Designed to clean coal heating soot from walls, Kutol experienced a decline in sales as gas heating grew in popularity.

The company actively searched for a new revenue stream and discovered a teacher who had been using the product for arts and crafts classes. By listening to their customers, the company was able to pivot their product into a new product idea. Suddenly the old Kutol became Play-Doh and was available in a variety of colors. Today Play-Doh is owned by Hasbro and is distributed worldwide.

This little bit of history is a great example of thinking outside the box. New product development is costly and time-consuming. Re-envisioning existing products and services could be a successful way to pivot your business.

NINTENDO

Nintendo has reinvented itself several times over the years to keep up with technology and customer desires. You probably don’t know that earlier in the 20th century, Nintendo had its hands in a variety of industries, including hotels, ramen noodles and vacuum cleaners. It wasn’t until the 1980s that it ventured into the gaming business it is famous for today.

But just entering the game industry wasn’t the last pivot that Nintendo made. The company has continued to adapt and capitalize on new technologies. In the 1980s, the outstanding success of Donkey Kong and Mario Brothers launched Nintendo past competitors like Atari. Nintendo has continued to pivot according to market and technology changes— most recently with the Nintendo Switch.

WESTERN UNION

Western Union was one of the world’s largest telegram service companies, selling more than 200 million telegrams in 1929.

As the telephone became the standard means of communication in American homes, telegrams quickly lost their market share. Western Union was able to pivot and secure a new niche as a money wire transfer service. Today the company continues to play a key role in the money transfer industry.

ANDROID

Android launched as a cloud-based platform to store photos and to interface smart cameras to personal computers. Within a few years, they were acquired by Google and made a well-timed strategic pivot. They saw the market potential and launched into the mobile phone and device market.

INSTAGRAM

Instagram had its beginning as a part-time project to learn how to code. Co-Founder Kevin Systrom created the online company Burbn to allow users to check in at their favorite spots and share photos.

As it became clear that the most used feature was sharing photos, Systrom saw the greater potential. He streamlined the app and dubbed it Instagram. Within two years it was acquired by Facebook for $1 billion.

OLD SPICE

Once upon a time, Old Spice was 70 years old and so were its users. You probably just pictured your grandpa. The brand “Axe” had disrupted the men’s body wash market with sleek styling and fresh, energetic advertising. You know it attracted a younger group of users too if you were around a middle school group of boys in the 2010s. Meanwhile, in the public mindset, Old Spice was just—old.

Younger consumers barely noticed Old Spice before NFL player Isaiah Mustafa told us that “anything is possible when your man smells like Old Spice and not a lady.” Hundreds of commercials later, including a hilarious real-time feud with model Fabio over who would be the next brand spokesperson, Old Spice was once again a red-hot category leader. It only took six month for the ad campaign to boost sales of their body wash by 27 percent.

The launch of the “Smell Like a Man, Man” campaign showed how a clever ad and a smart use of social media can produce a fresh identity, even for a brand that many associated with their grandfathers.

SPOTIFY

Not all examples of brand repositioning are necessitated by stale or outdated strategies. Transformative crises like COVID-19 reshape business models and consumer needs across the spectrum, nearly overnight. One way to respond to a crisis is to reposition your brand to better serve the “new normal.”

You would think that Spotify is a brand that would thrive during a pandemic. It’s digital, remote and provides its customers with a welcome escape. It also relies heavily on revenue from the advertisements served to its many free listeners. COVID caused many advertisers to cut budgets, causing this business model to struggle.

This required a shift toward a more successful model for the market. Spotify repositioned itself in two essential ways:

• Upped their focus on original content like podcasts and Spotify® originals

• Put enormous effort into curated playlists from internal experts, external experts, AI and celebrities

This strategy positioned Spotify as a content creator and a tastemaker, not just a music provider. In just one month, artists and consumers uploaded more than 150,000 podcasts. Exclusive celebrity podcast deals and art-curated playlists exploded. Subscriptions are doing well—and so is Spotify.

SLACK

Stewart Butterfield built Slack out of a gaming company called Tiny Speck. During game development, the company created a collaboration tool to improve the productivity of their ever-growing team across the country. When it became clear that Tiny Speck wasn’t living up to expectations, Butterfield completely pivoted to try and make their internal collaboration tool the main product.

Friends in other companies were invited to try Slack and it caught on, eventually becoming the fastest growing company at the time. Finding innovative projects that are contributing value and growth can lead to new business models inside a company. Question to ask yourself: As we optimize our

own processes and operations, are we hitting on something that could be of value to the market?

THREE LESSONS TO LEARN FROM THE EXAMPLES OF BRAND REPOSITIONING

1. Check your demographics. Are you reaching who you want? Who do you need? Sometimes a shift in messaging can open up a new demographic or revitalize a core one.

2. Solve for today. The market changes, technology changes, culture changes. Change course to stay relevant and to appeal to a new crowd.

3. Go big or go home. A dramatic or creative change might seem risky, but that’s often what it takes to attract attention. If you’re considering a brand repositioning strategy, you’re here to shake things up.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

GIVING THE GIFT OF HOPE: Village of Promise

By Ann Marie Harvey

MADISON, ALABAMA

Founders Bobby Bradley and Gloria Batts took their vision to end generational poverty and address issues facing children and their families to their own home neighborhood of Northwoods in Huntsville, Ala. Modeled on the strategies of the Harlem Children’s Zone, Village of Promise opened its doors in 2011.

In order to address a generational problem, you have to plant a flag and be prepared to stay for the long haul, according to current CEO Dana Gillis. “I came to this job in 2022 from a unique perspective,” he explains. “As a former FBI special agent, I wanted a job that would intervene early enough in a child’s life to keep them out of the criminal justice system.”

EMBRACING THE FAMILY

Village of Promise programs include parents or heads of households, not just their students. “We want

parents to work with our Family Advancement Center to access available services,” Dana says. “We partner with other community organizations to connect people with services they need to support themselves.”

The Promise Institute focuses on adults through the Family Connections program, assisting parents with skills to build a strong, cohesive family unit. “Program evenings begin with a family meal, modeling a highly functional family unit—sitting down and talking over an evening meal or reading to their kids at night,” he says. “The kids receive mentoring and tutoring sessions while the adults receive training from targeted speakers who deal with issues such as financial literacy and assist participants as they walk from generational poverty to self-sustainment.”

For parents without high school degrees, Drake State Community & Technical or Calhoun

Community colleges provide GED services. For the Latino community, there is ESL training so non-English speakers can work on their language skills. “One of the barriers to get out of generational poverty is a lack of exposure to what is possible,” Dana explains. “We hope to change that.”

FROM CRADLE TO CAREER

Infant University focuses on infant, child and parental health care, immunizations, safety, health hazards and other subjects for parents/expectant parents of children ages birth to four. “We give them the foundation for success and walk with them on their journey, which can be scary at times,” he explains. “With every step forward you get a benefit. If we can be the support system as they get to those scary portions, then they won’t be afraid of going toward success.”

Promise Preparatory Programs include their preschool program, which cares for up to 64 children ages six weeks through five years. “We follow our kids from cradle to career,” Dana says. “We hope to maintain as much contact as we can.”

Four cohorts of preschoolers have gone through the program to date—the oldest are currently third graders. Promise Institute includes a six-week summer reading program for ages five to 18 to strengthen their reading skills and to build a love of reading. Parents are required to attend a weekly conference and encouraged to read to their children at home. Middle and high school students participate in mentoring programs providing enrichment, tutoring and life skills. Finally, first-generation college students are supported through the College Success program to facilitate student focus on academics, while minimizing life’s distractions. “We have probably touched the lives of more than 300 students and families through our programs,” Dana says.

POWER IN PARTNERSHIPS

A grant from the Community Foundation of Greater Huntsville allowed Village of Promise to partner with HEALS (Health Establishments at Local Schools), Inc., and Wellstone Behavioral Health Services to fund an onsite school nurse two days a week for pre-K and includes mental health screenings and services.

“Having our nurse has cut down on absenteeism because of illness or parents having to miss work because of a sick child,” Dana says.

Other corporate partnerships are equally as important. Current Chairman of the Board is United Community Madison President, Beth Richardson.

“Beth is just a ball of energy who really supports our efforts here,” Dana says. “The financial support and sponsorship we have received from United Community has been mutually beneficial.”

LEADING THE WAY

Although voted the best place to live in Alabama for 2022-23, that’s not Huntsville’s entire story. “If I walk outside my office and ask that question, I will get a vastly different answer,” Dana explains. “As CEO of this organization, Village of Promise functions as a proxy voice of those we are serving; we share our model to change the dynamics of poverty to make a difference.”

Although many understand conditions aren’t equal for everyone in the community, few experience it. Last fall Village of Promise hosted One Table Huntsville, a meal held at Big Spring Park for the entire Huntsville community, including Village of Promise. “This was simply about having a meal together, meeting strangers and leaving as friends,” he says. “We wanted people to have open and honest conversations about Huntsville and the differing opinions about the city.”

As an African-American male, it’s important to Dana to provide a model figure to benefit everyone involved with Village of Promise. “I believe if you touch lives on this journey, it will make a positive difference down the road,” he reflects. “We will have been truly successful when we can review the metrics from our preschoolers who graduate high school. We will have either prepared them for college or the workforce and put them on a path to self-sustainability.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

Using Your Business as a Platform to Help Others

By Ann Marie Harvey

Small businesses and nonprofits share a common goal—to make a positive impact in their community. While their missions may differ, small businesses and nonprofits can come together to create meaningful partnerships that benefit both parties. Small businesses can gain exposure, build brand awareness and make a difference in their community. In return, nonprofits can offer small businesses valuable exposure and community goodwill, which can help build their brand and attract new customers.

Here are some ways your small businesses can partner with nonprofits and create meaningful change:

DONATE FUNDS OR SERVICES

One of the most straightforward ways for small businesses to support a nonprofit is through financial donations or in-kind contributions. Nonprofits rely heavily on donations to fund their programs and services, and even a small donation can go a long way. Small businesses can also consider donating their products or services to a nonprofit in need. This can include pro bono work, discounted rates or in-kind donations of goods or services. For example, a marketing firm can donate their services to create a nonprofit’s marketing materials or a restaurant can donate food for a nonprofit event. These contributions can be invaluable to nonprofits, who often operate on tight budgets and need all the help they can get. Small businesses can also consider sponsoring a nonprofit event or program, which not only provides financial support but also helps to raise awareness of the nonprofit’s mission and work.

VOLUNTEER YOUR TIME AND EXPERTISE

Small businesses can also support nonprofits by offering their time and expertise. Volunteering is an excellent way to get involved with a nonprofit and make a tangible impact. Small businesses can encourage their employees to volunteer their time, organize group volunteer activities, or even provide pro bono work. Many nonprofits rely on volunteers to carry out their mission and small businesses can help by allowing their employees to take time off to volunteer or organize group volunteer activities. For example, a graphic design firm could donate their services to create a nonprofit’s marketing materials or a law firm could offer legal advice to a nonprofit in need. By volunteering their skills and expertise, small businesses can help nonprofits operate more efficiently and effectively. This helps build team morale and community spirit within the small business.

PARTICIPATE IN CAUSE MARKETING CAMPAIGNS

Cause marketing involves a partnership between a

for-profit business and a nonprofit organization, where a portion of sales from a product or service are donated to the nonprofit. This can be a win-win for both parties, as the nonprofit benefits from the donation and the small business can use the campaign to build their brand and attract new customers who support the cause. For example, a small business could partner with a nonprofit to create a special product or service that supports the nonprofit’s mission. The small business could then promote the product or service on their website, social media and other marketing channels, while also donating a portion of the proceeds to the nonprofit. This not only benefits the nonprofit, but also helps the small business build goodwill and attract new customers.

HOST OR SPONSOR AN EVENT

Hosting or sponsoring an event is another excellent way for small businesses to partner with nonprofits. Events can help nonprofits increase awareness of their mission and raise much-needed funds. Small businesses can host or sponsor an event by donating space, providing food or beverages or providing financial support. A small business could host a fundraising event at their store or office, donate a portion of sales to the nonprofit or sponsor a nonprofit’s annual gala or auction. By partnering with a nonprofit on an event, small businesses can increase their exposure and demonstrate their commitment to the community.

PARTNER ON A PROJECT OR INITIATIVE

Small businesses can also partner with nonprofits for a specific project or initiative. For instance, a small business could partner with a nonprofit to launch a new program or service that benefits the community. By collaborating on a project, small businesses and nonprofits can leverage their strengths and resources to create a more significant impact. A small business could partner with a nonprofit to launch a community garden, providing space and resources for the garden, while the nonprofit provides programming and educational support for the community.

If you’re looking to make a positive impact in your community, partnering with a nonprofit is an

extremely rewarding pursuit. Small businesses benefit from increased exposure and community goodwill, which can help them build their brand and attract new customers. The donations provided can make a significant impact on the nonprofits you seek to serve. These partnerships between small businesses and nonprofits can be a powerful force for good.

CARING FOR CHILDREN IN NEED

If you’re looking for an organization for your business to partner with, Alabama and Northwest Florida have many children’s nonprofits that are always in need. These nonprofits play an important role in providing support and services to communities in need. Here’s a few of the charities that need your help.

BOYS & GIRLS CLUBS OF CENTRAL ALABAMA

The Boys & Girls Clubs of Central Alabama have been serving the youth of the state for more than 100 years. With locations in Birmingham, Montgomery and Talladega, the Boys & Girls Clubs offer afterschool programs, summer camps and sports leagues to children and teens from low-income families. Their programs focus on character development, education and leadership skills, serving more than 5,000 young people each year.

www.bgcoa.org

205.744.3070

NATIONAL CHILDREN’S ADVOCACY CENTER

The National Children’s Advocacy Center provides services to child abuse victims and their families in the Huntsville area. The Center offers a safe and supportive environment for children to disclose abuse, as well as counseling, medical exams and

legal advocacy. In addition, they work with law enforcement and child welfare agencies to investigate and prosecute cases of child abuse.

www.nationalcac.org

256.533.5437

ALABAMA CHILDHOOD FOOD SOLUTIONS

This organization focuses on children’s needs, specifically addressing food insecurity. They provide food assistance to children in 13 counties in Alabama. The organization operates a Backpack Program that sends children home with backpacks filled with healthy food and snacks to ensure they have enough to eat over the weekend when they do not have access to school meals. They also operate the School Pantry program that sets up food pantries at schools to provide food assistance to children and their families.

www.alabamachildhood.com

256.346.3490

KID ONE TRANSPORT

Kid One Transport provides transportation to children and pregnant women who need to access medical care but have limited means of transportation. They operate in 41 Alabama counties and serve more than 20,000 children and expectant mothers each year. Kid One Transport coordinates with healthcare providers and social workers to ensure that transportation is available to those who need it most.

www.kidone.org

800.543.7143

ALABAMA MENTOR

Alabama MENTOR was founded in 2005 and is a leading home and community-based services provider. The program specializes in proving therapeutic foster care and other services for youth of all ages with emotional, behavioral and other complex challenges. The program matches children with adult mentors who can offer support, guidance and a positive role model. Mentors help children build self-esteem, develop life skills and navigate the challenges of the foster care system. Alabama MENTOR operates statewide and serves more than

200 children each year.

www.al-mentor.com

205.945.7030

Their facility also houses the Youth Village Preschool Academy for children ages three to five.

www.ouryouthvillage.com

850.374.8200

CHILDREN IN CRISIS

Children in Crisis provides a home for abused, neglected and abandoned children. They operate three family-style homes in Okaloosa County and offer children a safe, stable and nurturing environment to heal and grow. They also provide a variety of services, including counseling, tutoring and life skills training to prepare children for independent living.

www.childrenincrisisfl.org

850.864.4242

SHELTER HOUSE OF NORTHWEST FLORIDA

Shelter House supports victims of domestic violence by providing shelter, intervention and primary prevention programs to the community through education, awareness and advocacy.

www.shelterhousenwfl.org

850.243.1201

EMERALD COAST AUTISM CENTER

EMERALD

COAST CHILDREN’S ADVOCACY CENTER

The Emerald Coast Children’s Advocacy Center provides services for the most egregious cases of child abuse, including sexual and severe physical abuse in Okaloosa and Walton counties in the Florida Panhandle. Services include therapy, crisis counseling, medical exams and evaluations and referrals to other needed community resources.

www.ecac.org

850.833.9237

YOUTH VILLAGE

Youth Village is a 501(c)(3) nonprofit located in Ft. Walton Beach, Fla. The organization began in 1999 as an after-school program and summer camp for children in grades K-8. They provide adult supervision in a safe, nurturing and encouraging environment that lends itself to the continued educational and social development of the youth in the community.

Emerald Coast Autism Center was founded in 2009 to fill a growing need on the Emerald Coast for an educational and therapeutic resource for children with autism. As a nonprofit school, ECAC’s mission is to improve the lives of young children with autism and their families by providing effective treatment and education options during the critical early education years and beyond.

www.ecautismcenter.org

850.279.3000

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

By Ann Marie Harvey

Mikaila Ulmer’s entrepreneurial story began when she was stung by two bees in the same week. Rather than being scared or angry, she became fascinated with bees and began learning more about them. She soon discovered that bees are responsible for pollinating much of the food we eat and that they are in danger of extinction due to climate change and other factors.

Determined to help save the bees, Mikaila decided to start a business selling lemonade sweetened with honey instead of sugar. She used her great-grandmother’s recipe and began selling the lemonade at local farmers’ markets and community events. Me & the Bees Lemonade quickly gained popularity and she soon began receiving orders from all over the country.

One of the keys to Mikaila’s success was her ability to tell a compelling story. She didn’t just sell lemonade; she sold a mission. She wanted to educate people about the importance of bees and to inspire them to take action to protect them. She also wanted to promote healthy and sustainable food choices by using only the freshest and highest quality ingredients. By partnering with local beekeepers to source the honey, she ensured that it was sustainably and ethically produced.

As Mikaila’s business grew, she faced some challenges. She struggled to keep up with demand and had to find ways to scale her production while maintaining quality. She also faced some legal battles when she discovered that her brand name had been trademarked by another company. However, she persevered through these challenges and her business continued to thrive.

Today, Me & the Bees Lemonade is a successful and sustainable business that has expanded beyond lemonade to include a range of other products, such as honey, lip balm and tea. Mikaila’s story is inspiring

for several reasons. First, it demonstrates the power of entrepreneurship to make a positive impact on the world. Mikaila didn’t just start a business to make money; she started a business to promote sustainability, health, and education. Second, it shows that age is not a barrier to success. Mikaila was just nine years old when she started her business, but she had a clear vision, a strong work ethic, and a passion for her mission. Finally, it shows that success is not always easy or straightforward. Mikaila faced challenges and setbacks, but she persevered through them and continued to pursue her vision.

Of course Mikaila didn’t do everything by herself— she had support from forward-thinking adults around her. If you have a budding entrepreneur in your life, here are some simple things you can do to encourage them with their business idea.

Teach them about money. No matter how old your kids are, they can learn about money. Kids can learn how to earn money, how to save it, how to spend it and how to invest it. Studies show that kids who grew

up with jobs have higher financial literacy than those who didn’t. A great place to start is by hiring them at home—let them earn an allowance by doing chores around the house for the family. Plus, you can help them choose what to do with their pocket money: save, spend or invest. Comprehending the necessity of effectively managing one’s finances is a critical life lesson.

Give them a notebook. Encourage your kids to keep track of their ideas, either through writing or drawing. Give them a special notebook specifically for this purpose, then ask them about those ideas. Who would use their ideas or how could they make their idea real? The key part to being a successful entrepreneur is acting on those solid ideas.

Give them time to dream and imagine. Work out what activity your child is most engaged with creatively and set aside regular time and space for them to create, play and explore. There are no rules here— anything from art to music, writing or cooking. Let them dream big!

Inspire them. Share stories of entrepreneurs with your kids to show them what is possible. There are plenty of “kidpreneurs” out there doing clever things. Origami Owl is a company that allows customers to create “Living Lockets” by mixing and matching the chains, charms and lockets themselves. And yes, that multimillion dollar company was built by a kid, Bella WeemsLambert, when she was just 14 years old. She partnered with her mom to create what is today called Think Goodness. Bella is so passionate about giving back, her company has a Young Entrepreneur Program to encourage other budding business kids. Youth ages 11 to 17 can join the community with a Think Goodness Purpose Partner to build their own businesses. Not only do they gain valuable business and life skills to empower them to impact their own lives, but they also impact the world for good.

Lead by example. Kids are watching and they pick up a lot from you. If you’re always open to new ideas, see problems as an opportunity to solve and enjoy starting new projects, they will be more likely to do the same.

You don’t have to be an entrepreneur to do this—all you have to do is model behavior.

Celebrate failure. Sarah Blakeley, the founder of Spanx, tells of how her dad would ask her how she failed that day and what she learned as a result. They celebrated the lesson with a high-five. This normalized failure and shifted her mindset to the value and benefits of failure.

Talk to them about studying entrepreneurship. In 2020-21, entrepreneurial studies was the 120th most popular college major nationwide with 11,319 degrees awarded. Although Millennials are leading the way in opening their own businesses, the next generations are right behind them. Studying entrepreneurship allows students to be surrounded by like-minded peers while honing their skills. There are also programs for younger kids, so check out any that might be available in your area.

LIFE SKILLS 101

All we want is for our children to flourish as adults. There are certain traits all entrepreneurs exhibit from an early age—courage, resourcefulness, initiative and creativity. But there are other things that we as parents and business leaders can do to ensure the next generation is primed to be successful entrepreneurs. Here are some tips for raising enterprising kids as a mentor, coach or parent.

Nurture an Enterprising Mindset

Being an entrepreneur means possessing an enterprising mindset, along with the creative capacity to act on it. This is something that we can instill early on in a child’s life. We can teach kids how to recognize where opportunities may lie and utilize their inherent creativity to bring ideas to fruition, solve problems and offer these solutions to others.

Perseverance

Determination and grit are essential characteristics for any adult, but especially so for entrepreneurs. It’s crucial to teach kids early on about perseverance in the face of challenges. In order to succeed, kids need to understand that we all will encounter numerous

challenges before any given success in life.

Teach Responsibility

To build strong leaders of tomorrow, we must teach our children to be responsible today. Regardless of the responsibilities you delegate to your kids—weekly chores, caring for a pet, owning their mistakes—making them responsible for something can help them understand the necessity and value of obligations.

Work Ethic

A critical component of the entrepreneurial spirit is having a high work ethic. It goes without saying that hard work is mandatory for the success of any business endeavor. When young people understand the value of diligently working hard at something, we’re already setting them up to flourish in adulthood.

Champion Creativity and Interests

Kids are innately creative and will spend hours thinking of games to play or stories to write. Take advantage of this while they are young and nurture their creativity and interests. Having the freedom to explore these is so important for the development of the entrepreneurial mentality. In addition, unfettered creativity enables the flow of ideas and unique

solutions to common problems.

Emphasize Courage

Opening a business is scary—ask anyone who has done it before. Operating a successful business comes with a certain measure of risk involved. Emphasize courage and the importance of taking risks so kids can learn that sensible risks can lead to rewards. They can also learn invaluable decision-making skills, which are essential for adulthood success.

Cultivate Competitiveness

Every entrepreneur has a healthy dose of competitiveness. Having that competitive edge can help you meet challenges head-on and overcome them. It’s important for kids especially to recognize the competition and understand there is always room for improvement. This enables kids and young people to strive to be better each day fostering a growth mindset that is crucial throughout their lives.

Nurture Independence

A great tip for encouraging enterprising youth is to nurture their independence. When kids understand that they have autonomy it can bolster their courage as well. An independent streak can help kids operate

in the world with more confidence. It also encourages independent thought, a crucial component of finding creative solutions to problems.

Successful entrepreneurs aren’t born—they are raised and developed. By helping our children learn the specific characteristics that can make them successful business owners, we are creating a foundation that can ensure they are enterprising individuals who are capable of becoming the next generation of entrepreneurs.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

More Ways to Raise the Next Generation of Innovators

1. Give your child the room to cultivate creative thought. Welcome open discussions inclusive of diverse opinion. Let them have free time for selfdirected exploration. Encourage your child to use their innate tools to turn their curiosity into action.

2. Model optimism. Being an entrepreneur means believing that a vision can come true, despite adversity. Demonstrate optimism to your child by placing emphasis on change you can directly influence. Show your child that failure is not the end. Focus instead on being grateful for opportunities by looking at all experiences without judgment and seeing them as learning opportunities.

3. No helicopter parenting. This one is hard, Mom and Dad. It’s natural to want to save your child from hurt or disappointment, but you aren’t doing them any favors when you swoop in to save the day. Risk is part of the daily experience and entrepreneurs are risk-takers who take on big problems. It’s important as parents to let our kids build resilience on their own. Allowing kids to experience failure may bring consequences, but consequences rarely mean the end.

4. Develop a can-do attitude in your children. You want your children to have everything, but that investment may actually derail a child’s ability to

develop the self-esteem and self-starter mentality needed to become a can-do person. When your child shares a problem he or she is passionate about, encourage them to do something instead of saying something. Reward children when they come up with a creative solution.

5. Play well with others. There’s not an entrepreneur out there who will say they did it on their own. It usually takes a team of people working together, so personality, behavior and interpersonal skills matter. All businesses are people businesses, so it’s important to teach our children charisma and empathy and how to inspire those around them. Place emphasis on working through collaboration, conflict and conversation. The dreaded groupproject at school is the perfect time to help your child navigate these behaviors to assist everyone in the group as a whole.

6. Servant leadership. If you have a toddler, you know they want to help you. Let them—regardless of the time it takes or the mess it makes. Give your child the opportunity to add value. Change your language about chores by reframing a task. Instead of “Go get this done,” try “This has to get done. What should we do?” Asking a child in this manner adds value by solving the problem for someone else.

Dressing Littles in Their Best: The Purple Peanut

By Ann Marie Harvey HUNTSVILLE, ALABAMA

FFor more than four decades, The Purple Peanut has been Huntsville’s go-to boutique for specialty children’s clothes. From the moment Alicia Fox stepped through the doors, it was love at first sight. “When I was 16, I jumped at the chance to work weekends at the Peanut,” she says. “My granny worked there, and I loved that time with her.”

After high school graduation, Alicia knew she wanted to work with children and attended Calhoun Community College. In 1992, the original owner of The Purple Peanut sold the store to Alicia’s parents. The unthinkable happened almost immediately—the store burnt to the ground.

“The fire was caused by a burning candle in the business next door,” Alicia says. “We lost absolutely everything, from stock to racks—we had to relocate and start from scratch.”

Although she worked other jobs, Alicia spent all her free time at the store working with her mom. Once she had her son, Tanner, Alicia brought him to the store where he stayed in a playpen while she worked. After a year, she knew it was time to be at The Purple Peanut full-time. “I still love the store so much I never want to leave it,” she says. “Mom wanted to retire and keep Tanner, so I purchased the store in 2002.”

Children’s retail runs deep in Alicia’s blood, and she gives credit to both her mother and grandmother for instilling in her such a love for the business. “They taught me everything I know until it’s just secondnature to me,” she says. Alicia and her mother also went to the Merchandise Mart in Atlanta together, giving Alicia amazing memories. “It was the greatest joy of my life to work with my mother,” she says. “It was really extravagant to have that opportunity and to experience that shared love of something together.”

Because Alicia’s grandmother was such a stickler for precision, she taught her to balance the cash register to the penny. She would even send Alicia back to the store late at night if she thought the door wasn’t locked. “We have a tradition at the end of the day to

shake the doorknob and say, ‘Granny, Granny, Granny’ three times,” Alicia laughs. “We have to make sure the door is forever ‘Granny locked’.”

GROWING AGAIN

The Purple Peanut has had three locations over its 40 years and was in their most recent space for almost 15 years. Alicia had been searching for a larger space for a while, so when the unit two doors down became available, she moved into the larger space. “Now we have an additional 1,000 square feet,” she says excitedly. “It’s so spacious, my customers can see our inventory better and it’s open, bright and happy.”

After 20 years in business, Alicia is getting to expand her offerings like she has dreamt of doing. The Purple Peanut carries clothing for preemies to size 16 for girls and preemies to size 12 for boys. Customers will find more than 100 brands that include a variety of heirloom and smocked dresses and unique outfits, athletic wear, a huge selection of shoes, a large bow wall, pajamas and holiday outfits. The store also offers monogramming and gift-wrapping services. “I’m getting to live my future goals now because I can finally add more to my shop,” she says. “I can buy more tween clothes, shoes and accessories than before.”

As one of the largest children’s boutiques in the city, Alicia has worked hard to build a loyal clientele. “I cherish my customers, who have now become lifelong friends and am so grateful for their friendship and loyalty,” she says. “I absolutely love watching families grow, from shopping when they are pregnant to buying that coming home or first birthday outfit. It’s so special for them to continue their traditions to shop as they grow their families.” Alicia calls them her customer friends and keeps the children in mind when she is shopping at market. “I really ask myself, what would Ava wear? She would love this.”

GRASSROOTS GROWTH

Alicia has also created a large following on social

media. “I started from nothing and built it from scratch,” she says. “I do a lot of live videos, promote my sales and new stock and sell right on Facebook and Instagram.” With more than 20,000 followers, The Purple Peanut has had customers from all over country, from California to New York. She and her staff stay busy shipping out orders and if a day is slow, Alicia posts something on social media and soon the store will be slammed. “I love that the Purple Peanut is in so many different states,” she says. “It makes my heart happy.”

The store is open Tuesday-Friday from 10 a.m. - 5 p.m. and Saturday from 10 a.m. - 3 p.m. Store manager Shelby Creel is the only full-time employee and is an essential component to the store’s success, along with her two part-time associates. “Customers tell me all the time how great Shelby is and she really is the best in the world,” Alicia says. “I can’t be at the store 24/7, so it’s amazing to have someone I trust and can rely on when I’m sick or need to go to market.”

A PASSION FOR PURPLE PEANUTS

Alicia’s stepdad Charlie Vaughn was an organizing director of Progress Bank in 2008 and served as Chairman of the Board until the bank’s recent merger with United Community. Alicia has been with the bank since the beginning as well. “I have been a satisfied

Progress customer for all the Peanut business as well as my personal banking needs,” Alicia says. “Those relationships will continue now that the bank has become United.”

She also has a special relationship with one of the bank’s senior lending assistants, Michele O’Rear. “Michele shopped here for her three sons and now shops for her six grandchildren,” she says. “She is so loyal and always comes to me for special occasion outfits.”

Most importantly, Alicia loves children to enjoy shopping at The Purple Peanut as much as she loves being there. She even calls them her little “peanuts.” The store’s signature grape smell draws them in and moms often purchase the scented blocks to put in their closets. Children who grew up shopping in the store come back as adults to buy gifts or items for their own children.

“I have such a special job—I’m just really blessed,” Alicia says happily. “Granny is smiling down on me from heaven.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

Technology Trends to Help Your Small Business

By Ann Marie Harvey

IIn today’s world, technology has become an essential part of our lives. With the advent of the digital age, it has become more important than ever for small business entrepreneurs to incorporate technology into their business strategies. From digital marketing to cloud computing, technology can provide small businesses with the tools they need to grow and succeed in the modern business landscape.

As fast as things are moving, there are trends that are fundamentally changing business. Let’s explore how technology can help small business entrepreneurs and provide some practical tips for incorporating technology into your business strategy.

DIGITAL MARKETING

One of the most significant advantages of technology

for small business entrepreneurs is digital marketing. With the rise of social media platforms and other digital marketing channels, small businesses can now reach a vast audience with minimal investment. By creating a strong online presence and engaging with customers through social media and other digital channels, small businesses can increase their visibility and build brand awareness.

There are a few key digital marketing strategies that small business entrepreneurs should consider:

Social Media Marketing

Social media is one of the most powerful tools for small businesses. By creating a strong presence on social media platforms like Facebook, Instagram and Twitter, small businesses can reach a broad audience

and engage with customers on a personal level. By creating valuable content and engaging with customers through social media, small businesses can build a loyal customer base and increase brand awareness.

Search Engine Optimization (SEO)

SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). By optimizing your website for specific keywords and phrases, you can attract more organic traffic to your website and increase your visibility online. SEO is a long-term strategy that requires patience and dedication, but it can be incredibly effective for small businesses that are looking to grow their online presence.

Pay-Per-Click (PPC) Advertising

PPC advertising allows small businesses to advertise their products or services on search engines and social media platforms. With PPC advertising, businesses only pay when someone clicks on their ad, making it an affordable and effective way to reach a targeted audience.

CLOUD COMPUTING

Cloud computing is another technology that can provide significant benefits to small business entrepreneurs. By moving your business operations to the cloud, you can reduce costs, improve efficiency and increase scalability. Cloud computing allows small businesses to access software and hardware resources on a pay-as-you-go basis, making it an affordable option for businesses of all sizes.

Here are a few ways that cloud computing can benefit small businesses:

Reduced IT Costs

By moving your business operations to the cloud, you can reduce the need for expensive hardware and software. With cloud computing, you only pay for the resources that you use, making it an affordable option for small businesses.

Improved Collaboration

Cloud computing allows employees to access company data and applications from anywhere with

an internet connection. This can improve collaboration and productivity as employees can work together from different locations and share information easily.

Increased Scalability

Cloud computing allows small businesses to scale their operations quickly and easily. With cloud computing, businesses can add or remove resources as needed, making it an ideal solution for businesses that experience fluctuating demand.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE

Customer Relationship Management (CRM) software can provide significant benefits to small business entrepreneurs. By implementing a CRM system, businesses can manage customer interactions more efficiently, improve customer satisfaction and increase sales. Here are a few ways that CRM software can benefit small businesses:

Improved Customer Service

CRM software allows businesses to track customer interactions and provide personalized service. By understanding customer needs and preferences, businesses can provide better service and improve customer satisfaction.

Increased Sales

CRM software can help businesses identify sales opportunities and track customer interactions throughout the sales process. By using CRM software to manage leads and track sales, businesses can increase their conversion rates and drive revenue growth.

Improved Data Management

CRM data management entails organizing,

analyzing and accessing data to improve customer relationships. It also keeps track of communication history and handling demographic segmentation of customers. High data quality adds to exceptional service and long-term customer relationships.

ARTIFICIAL INTELLIGENCE (AI)

AI is no longer a futuristic technology reserved for sci-fi movies. It’s here and it’s transforming the world of entrepreneurship. With AI, entrepreneurs can automate processes, make predictions based on data and even create intelligent chatbots to handle customer service. AI-powered virtual assistants can handle mundane tasks, freeing up entrepreneurs to focus on more important aspects of their business. AI also enables entrepreneurs to create personalized experiences for their customers, which can lead to increased loyalty and sales.

BLOCKCHAIN TECHNOLOGY

Blockchain technology is changing the way entrepreneurs think about transactions and data. The decentralized nature of blockchain means that entrepreneurs can securely store and exchange data without the need for a middleman. This technology can be used in industries such as finance, real estate and even voting systems.

INTERNET OF THINGS (IOT)

The Internet of Things is a network of connected devices that can communicate with each other and with the internet. This technology is changing the way entrepreneurs think about data collection and analysis. With IoT, entrepreneurs can collect data from various sources such as sensors and devices and use that data to make informed business decisions. IoT can also be used to create smart homes, smart cities and even smart factories.

VIRTUAL AND AUGMENTED REALITY (VR/AR)

Virtual and augmented reality are transforming the way entrepreneurs think about customer experiences. With VR/AR, entrepreneurs can create immersive experiences for their customers, which can lead to increased engagement and sales. For example, a furniture company can use VR to allow

customers to see how a piece of furniture would look in their home before making a purchase. AR can be used to create interactive product catalogs or even virtual dressing rooms.

3D PRINTING

3D printing is revolutionizing the manufacturing industry. The company Relativity Space recently sent its first fully 3D-printed Terran 1 rocket into orbit, something that would have been unthinkable even a decade ago. With 3D printing, entrepreneurs can quickly and easily create prototypes and even final products. This technology enables entrepreneurs to customize products to meet specific customer needs, which can lead to increased customer satisfaction and loyalty. 3D printing also reduces waste and the need for large inventories, which can be crucial for startups.

CYBERSECURITY

Cybersecurity has become increasingly important for entrepreneurs, especially with the rise of remote work and the use of cloud computing. Cybersecurity threats can lead to data breaches, which can be costly and damaging to a business’s reputation. Entrepreneurs must take proactive measures to protect their data and their customers’ data. This includes using strong passwords, implementing two-factor authentication and investing in cybersecurity software.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

RAISE A GLASS OF CHEER FOR CHILDREN: Destin Charity Wine Auction Foundation

By Ann Marie Harvey DESTIN, FLORIDA

Avacation visit to Walton County is full of crashing waves, sugar-white sand, beautiful homes and award-winning restaurants. What most don’t see is the homelessness, food insecurity, lack of medical care and more that some children face daily.

The Destin Charity Wine Auction Foundation was born from a group of people who enjoyed drinking wine together. What began as an idea among friends in 2005 has turned into an organization that has raised millions of dollars to assist 16 different children’s charities across Northwest Florida.

“Our mission is to connect wine enthusiasts by hosting high-end culinary and wine events to raise money for children in need,” explains Kate MacMillan, DCWAF director of Marketing/ Communications. “Sponsorships fund our salaries and event expenses so every dollar we

raise goes straight to the kids.”

For the first auction in 2006, the founders called their personal wine industry friends for donations and raised $80,000 for three children’s charities. Since then, the event has grown exponentially in size and dollar amounts raised.

POP AND POUR

DCWAF’s annual flagship event takes place the last weekend of April and is embedded within the South Walton Beaches Food and Wine Festival. The two-day event begins on Friday evening with patron dinners held at private homes or restaurants. “Each dinner has a designated host paired with a celebrity chef, a vintner and one of our charity partners,” Kate says. “Each host invites around 40 guests and some fundraising happens.”

The reserve tasting takes place on Saturday

afternoon followed by the main auction during the second half of the event. With bottles and luxury travel experiences going for three to four times their market value, the Auction raised $4 million last year. Making an event of this magnitude a success takes every member of the four-person, all-female leadership team and their Board of Directors working together.

“We have a strong group of long-time partners, but winery recruitment is year-round,” Kate explains. “They do an extraordinary amount for us, so we keep them in a rotation that allows them to put their best foot forward.”

Each winery is asked to donate a case for reserve tasting, two cases for the live auction and a case of wine per course for the dinner. “It’s a hard ask for many wineries affected by wildfires in Napa Valley,” Kate says. “We’ve been lucky to recruit additional vintners in other California wine regions, as well as Oregon, Washington, Argentina, South Africa, France and Italy.”

United Community South Walton and Bay County Market President Lane Redding serves as chair of the 26-person Board and has been instrumental in recruiting and attracting new vintners. “The Board is extremely engaged and all members sit on committees,” Kate says. “They meet monthly and are made up of a diverse bunch with a variety of talents. We would not be successful without them.”

HARVEST TIME

The second largest fundraiser for the Foundation takes place during the Harvest Wine and Food Festival in WaterColor each October. “Tickets sell out quickly because there is so much excitement about this event,” Kate says. “We hold eight wine dinners over two nights featuring celebrity chefs from across the Southeast and beyond.” A large-scale Grand Tasting in Cerulean Park, virtual auction and a

cocktail-themed brunch round out the festival. “This year the WaterColor community requested we move our event to their Homeowners Weekend,” she says. “Many community members live elsewhere and didn’t want to choose between the two—it’s a huge compliment to us and we’re very grateful for the opportunity.”

FOR THE CHILDREN

Many of the charities the organization assists don’t have large staffs, so the work of DCWAF is critical. “We try to assist as much as possible so they can help the kids,” Kate says. “We get the charities together twice a year to share resources and services to help as many as we can. It’s the best chance these kids have of becoming happy, healthy members of society.”

Over the years, the Foundation has seen their funds help organizations stay open, expand, build new facilities and change children’s lives. “Each charity reapplies annually with a funding request,” Kate says of the process. “There is a formula to determine how much each receives, with opportunities to earn additional funds through sponsorships.”

The newest event for DCWAF is Galentine’s Day, held around Valentine’s Day and centered specifically around the needs of girls. “All of our charities have the opportunity to apply for funding geared to helping young women through their programming. This year, we funded seven charity projects, one of which was a program started by Shelter House to get young girls, women, and female prisoners the feminine hygiene products they need,” Kate explains. “In Florida, the prison system does not provide any of these products to its female inmates, so Shelter House works to bridge that gap.” The brainchild of three of the board members, including Chairman Lane Redding, the event recently raised $92,000 in its second year.

In 2023, the Foundation expects its lifetime giving to reach more than $30 million. “The staff has a great working relationship with each other and our Board,” Kate says. “We are always innovating for the next thing so we can continue to help the children in our area. It’s so rewarding.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

Teaching the Next Generation of Tots: Tiny

Toros Learning Academy

By Ann Marie Harvey

AAs a mom and a former Kindergarten teacher in Spanish Fort, Ala., Jade Cooper knew there was an extreme need for quality preschools. Her own mother, Teresa Phillips, had been teaching preschool for 16 years and saw the same lack in the area. “We just loved teaching and wanted to serve the community,” Jade says. “We knew we could provide a quality accredited daycare for them.”

SPANISH FORT, ALABAMA

BRIGHT BEGINNINGS FOR BABY BULLS

A riff of the local high school mascot, Tiny Toros Learning Academy was born two years ago when the mom/ daughter duo rented a former preschool building to house their own center. “Our building is small and cute and holds 60 students,” Jade says. “We are conveniently located between two elementary schools and near several large neighborhoods.”

Because of the childcare shortage, their school filled up quickly. “While we were remodeling the building, we created a Facebook page and put up a sign,” Jade says. “People immediately started calling and stopping by.”

With the population seemingly growing by the day in Spanish Fort, the need for childcare can’t keep up with the demand. “People call us begging to take their children and it’s sad when we can’t accommodate them,” she says. “We already have a plan for future expansion.”

FUTURE FUN

The business recently closed on land less than half a mile from their current location where they hope to build a larger facility soon. “Our goal is to stay in the area so we can conveniently serve our same families,” Jade explains. “We’ve had to turn so many people away; we really want more room to house additional children.”

Working with United Community has been a joy from the beginning. “Without any business experience, a lot of banks were hesitant to work with us,” she says. “United gave us a small loan to remodel the building, our banker checked on our progress, brought us goodies and answered our questions.”

SUNSHINE AND SMILES

The center takes children ages eight weeks through five years and focuses on preparing them for elementary school starting at age two. “I noticed as a teacher how important it is for preschoolers to be prepared for Kindergarten,” Jade says. The school implements Abeka, a faith-based curriculum Teresa used in the past. It includes a daily Bible study, phonics, numbers, math and much more. “We add the things our kids need more work on,” Jade explains. “It’s a great base for them to start with, but it’s pretty awesome and covers it all.”

The six classrooms are staffed by 12 teachers, while Jade and Teresa spend their free time making the rounds. “Once we get done in the office, we go into the classrooms with special crafts or a new book and love on the kids,” Jade says.

A recent project was facilitated by one of the dads, who is a farmer. “He brought in a bunch of eggs and we hatched the chicks with the kids, which has been so fun,” she explains. “We do many hands-on projects and plant gardening boxes in the spring. Our great teachers come up with fun activities.”

The younger babies are located on one side of the

hallway while the older children are grouped together on the other side. Each room has a place for centers, kitchen pretend, books and games. Outside the large play area is segmented into two parts, one for smaller babies with tunnels and slides and a bigger playground for the older kids with a field for running games, a jungle gym and a playground. “The kids absolutely love going outside to play each day,” Jade says.

Not only do the children love playing outside, but they also love coming to school every day. “To see the joy on their faces when they run in the door each morning is priceless,” Teresa says. “We are so proud that even our babies are excited when they get here, some even crying when it’s time to go home in the afternoons.”

BABIES AND BUSINESS

Although Jade and Teresa knew a lot about teaching children, they didn’t realize what went into owning their own business. “There is so much that goes into a successful preschool, and we’ve learned about taxes and the business side of it,” Jade says. “There is a lot of paperwork and other responsibilities we have to keep up with.”

As an accredited facility, Tiny Toros had a lot of regulations to complete before they could even open their doors. From having all the paperwork on file for every child and staff member to having the right amount, type and size of toys in each room, there were stipulations that had to be met before receiving their license. “We didn’t realize how much it would take, but we are proud of our business,” Jade says. “These rules are in place for a reason, and we want to do everything we can to keep our children safe and loved.”

With her own two children as students of the center, Jade knows firsthand how well the children are cared for. “We can’t wait to be able to love on more babies and look forward to growing the academy,” she says. “There’s nothing more rewarding than watching children learn and get ready for school.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

By Ann Marie Harvey

BIRMINGHAM, ALABAMA

DDrs. Jennifer Sheehy-Knight and Sarah Bauman spent several years working as clinical psychologists at Children’s Hospital of Alabama. Over time, they collaborated and developed so many programs together they took the leap to open their own practice. More than a year in the planning, Alabama Developmental and Behavioral Specialists formally opened in January 2022 with the two practitioners ready to serve children with Autism Spectrum Disorder (ASD), neuro developmental disabilities, ADHD and anxiety disorders, among others. “Our goal is to expand the practice in the future to offer more providers across disciplines,” Dr. Bauman says. “We envision our practice expanding to meet all our patients’ mental health and developmental needs, from psychiatrists and nurse practitioners to speech therapists and social workers.”

A LOVE FOR KIDS

Both clinicians knew they wanted to work with children early in their training. Dr. Bauman received her doctorate from the University of South Alabama and completed her internship at the Indiana University School of Medicine, focusing on autism. Dr. SheehyKnight received her doctorate from the University of Southern Mississippi and completed her internship at Nationwide Children’s Hospital in Columbus, Ohio. Both completed a post-doctoral LEND fellowship (Leadership and Education in Neuro Developmental Disabilities). “Our training really complements each other well,” Dr. Sheehy-Knight explains. “It’s important to us that our clinic experience is a positive one for parents and children alike. It can be difficult for many of the kiddos we see.”

The Hoover clinic is warm, inviting and full of

activities for the children while in their therapy sessions. The office building is located on a pond with a walking path and Dr. Bauman often takes her patients outside. “It’s a huge benefit for a lot of kids,” she says. “They are not always excited to come to the doctor, but they tend to open up more in a different environment.”

The doctors work hard to put kids at ease, so they are better able to benefit from treatment. Both have a family-inclusive style, working with the parents as well to help them with strategies and behavior management at home. “If we have worked on a particular strategy with the child in session, we talk to the parents afterwards, explaining what their child learned and how to help them practice it until our next session,” Dr. Sheehy-Knight explains. “Practicing what you’ve learned is what really helps to learn the skills.”

Outside of individual therapy sessions, the clinic offers diagnostic testing for a range of concerns: autism, learning disabilities, anxiety disorders, OCD (obsessive compulsive disorder), depression, IQ (intelligence quotient) and ADHD. “We are involved with the Regional Autism Network and annually conduct some of their workshops,” Dr. Bauman says. “We also offer telehealth services—so much of Alabama is rural and driving to Birmingham can be a barrier to getting some kids help.”

When necessary, the doctors collaborate with teachers of their current patients and hope to branch out into school consultations in the future. They are also looking ahead to holding regular group and parent trainings in the building’s large conference room.

BUILDING A BUSINESS

Without any business experience, Drs. Bauman and Sheehy-Knight were starting from scratch. “It took a lot longer than we anticipated to get things going,” Dr. Bauman says. “The fun part was touring the offices, picking out our space, handling construction and decorating it.”

During this time, they relied on other professionals and family members with small business experience to counsel them through the process. From the real

estate attorney to the attorney who drew up articles of incorporation to those who guided them on choosing the best insurance, electronic medical records and payroll programs, each one guided them every step of the way. From their accountant to their loan officers at United Community, everyone involved was a key part. “The bank was instrumental in getting our funding,” Dr. Sheehy-Knight says. “It has such a small town feel in the middle of the largest city in the state. That type of service has made a huge difference in our success.”

The doctors found out quickly that their services were wanted and needed. “We were fortunate to have relationships in the community to help us early on,” Dr. Bauman continues. “We received referrals from other private practitioners in the mental and behavioral health fields, state and local non-profit and not-for-profit organizations and through families we have served in the community.”

At the beginning, the doctors handled everything—returning phone calls and getting information, scheduling appointments and seeing patients. “Out of necessity we figured out how to streamline some processes during that time,” Dr. Bauman says. “However, we are very thankful to have an assistant now.”

Support from their families and each other has made each step worth it. “We balance each other out nicely,” Dr. Bauman says. “We now have the opportunity to intentionally create a better balance between home and work—we can attend an awards ceremony or a school party. That has been very satisfying for both of us.”

Dr. Sheehy-Knight equates opening their own business to having that first child. “It’s hard to fully anticipate the level of work and reward involved,” she explains. “There is a lot of change and growth, but we are currently in a good spot as an infant business.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

What You Need to Know Before Hiring and Managing Millennials and Gen Z

By Ann Marie Harvey

Each generation has brought its own set of preferences and priorities that help shape the workplace, and they often create management challenges for business leaders. Millennials, those born between 1980 and 1996, are approaching the midpoint of their careers and likely already make up the bulk of your workforce. Gen Zs, born between 1997 and the early 2000s, are looking for entry-level jobs, finishing up their post-secondary education or earning a first promotion.

Both of these generations have a reputation for job hopping, but this can be seen as an opportunity for employers who are willing to learn what motivates younger workers to apply for new roles and how to lure top performers away from your competition.

Gen Z in particular is redefining the 9 to 5 and setting new standards for employee expectations. They are looking for jobs where they feel valued, included and employers that provide meaningful work and fair compensation. They prefer jobs that allow them to explore and grow various skill sets instead of a job that is focused on a particular set of skills. They also value a manager that cares about their personal development as much as their professional development. Gen Z wants to work for organizations that are a force for good and won’t hesitate on jumping ship to find one that better aligns with their values.

Millennials and Gen Z have a lot in common. They’ve come of age and entered the workforce during turbulent times, they’ve witnessed mass layoffs and understand what that means for individuals and

families. There are also some key differences between the two. Figuring out what those differences are can help you develop a recruitment strategy that will appeal to the two most educated and diverse generations to enter the workforce to date.

THE DIFFERENCES IN HIRING GEN Z AND MILLENNIALS Technology and Innovation

Social media recruitment has become increasingly more important when it comes to hiring both of these generations. Although they may use different platforms, they both spend a lot of time there. Millennials are more likely to use professional development and networking sites to look for work opportunities, where Gen Z spends more time on video platforms such as YouTube and TikTok. Both generations are likely to reach out via social media, so be prepared to respond to inquiries from those sources. One way to appeal to Gen Z is to send a personalized correspondence with an attached short signature or video greeting.

Application Processes

Gen Z candidates are even more mobile tech focused than Millennials and don’t remember a time before smartphones. They don’t have the patience for a long, involved online application form that can’t be completed on a mobile device. Millennials are more likely to be adept with both new tech and relatively older communications such as email or voicemail and are

more understanding when it comes to lengthier hiring processes.

Be mindful of the candidate experience, because these two generations are looking at your business and determining whether or not they want to work for you. They don’t have the endurance for the hiring processes that were the norm for Baby Boomers or Gen X. If the onboarding process is a smooth one, NextGen is likely to recommend your company to their friends and peers.

Compensation

The number one motivating factor for NextGen to switch jobs is a higher salary. This is especially true for Gen Z. Millennials say salary is important, but they are more focused on equity and fairness in compensation. They want to be paid what they are worth and can research what that is. Both generations expect transparency when it comes to compensation and expect fairness among workers with the same roles.

Engagement

Like Millennials, Gen Z applicants are likely to envision a career path that includes multiple employers along the way. They entered the workforce just as a global pandemic resulted in layoffs that disproportionally affected younger workers, derailing the early career trajectories of many. Gen Z tends to be more careerfocused than Millennials because of this experience.

Work-Life Balance

For now, Gen Z prefers working in an office space. They are in a time of life where they desire the community an office space provides. Millennials tend to seek out flexibility, as well as remote or hybrid work policies, as they have young families and may be caring for others. They want more out of their lives than simply sitting for eight hours behind a desk. They care most about jobs that offer them flexibility, a sense of autonomy and a better life. In order to motivate Millennial employees, offer flexible benefits that will ultimately lead to more productivity.

Teamwork

Millennials thrive in teams, though these days they tend to do so remotely via tools like Slack, Trello or Microsoft Teams. They want to feel a sense of team spirit and that they are part of the company’s success. Provide mentors and/or team leaders. Millennials are the kind of employees who will check with others before starting a

project, are eager to offer their own ideas and willingly listen to others’ input. Also consider a two-way mentoring program where you pair older employees who struggle with technology with NextGen. In turn, have them coach your NextGen employees on how to improve their in-person interpersonal communication skills.

Gen Z prefers to work alone, and many express a wish to go back to the era of private offices rather than shared workplaces in an open floor plan. Knowing which approach to work appeals more to each generation can help you tailor your recruitment process accordingly.

Diversity, Equity and Inclusion

Gen Z is the most diverse generation to ever enter the workforce. They expect their employers to be committed to diversity, equity and inclusion (DEI) and are unlikely to be tempted to work for an employer that has a reputation for anything else. As Millennials begin to enter the management ranks, they are focused on equity and are likely to be attracted to a company that has cultivated an employer brand that includes a focus on DEI at all levels.

CHALLENGES IN MANAGING NEXTGEN

They need you to help them develop a work ethic. Many in Gen Z are used to being rewarded for things like participation and effort, rather than results. This is the “everyone gets a trophy” mentality that this generation was raised on. Help young workers realize they have to show up and put forth effort in their careers.

They need you to set clear goals and expectations. Hold them accountable to meeting those expectations. Motivate them by focusing on their strengths and emphasizing how their contributions are helping the organization achieve its goals. Millennials also appreciate clearly defined goals and appreciate regular feedback. An annual review won’t cut it with NextGen.

Gen Z lacks discipline and likes to challenge. This group grew up in an online environment that amplified their voices, so they feel like they have a say in things. They feel entitled to challenge because they’ve always been allowed to do it. Don’t be surprised if a Gen Z employees will tell you to your face that they are smarter than you, better than you and more capable than you.

They need to be motivated. Gen Z demands more freedom and personal space at work. They don’t like managers who micromanage and they may have a varied set of motivations. Figure out what drives them and adapt to lead them better.

They are impatient. Sometimes Gen Z can’t see the bigger picture and may push back when it comes to learning certain things. They don’t want to waste time with learning something that they think isn’t necessary. Help them understand the bigger picture and how their skills will assist the overall goals of the business.

They want instant results. Gen Z is used to seeing a photo immediately after it was taken, unlike previous generations that had to wait for the film to come back from the developer. They are used to instant gratification and may become frustrated if they don’t see results immediately. Help them understand that sometimes you must play the long game.

ADVICE FOR BUSINESS LEADERS

Find ways to connect to Gen Z. Be understanding of their need for flexibility, keep communication open and positive and offer opportunities for growth and development.

Embrace their inherent skills. The fact is, in today’s world, Gen Z is smarter, faster and better equipped to cope than we are, so we should learn from them. They live and shop their values, don’t hesitate on calling you out when you are wrong or culturally tone-deaf. They think they know more than you do—and in this digital world, they probably do.

Provide feedback. This generation craves feedback. Give them regular performance updates so they know how they’re doing and where they need to improve.

Lay out expectations. They appreciate clear communication and structure, so lay out clear expectations from the beginning. Remember this generation is used to having constant access to information and technology and is often more comfortable working on their own terms.

BEST PRACTICES FOR MANAGING MILLENNIALS

Understand who they are. Millennials are less likely to

stay in a job simply for a paycheck. They tend to choose a job for a certain work experience and if they don’t get it, they will look elsewhere. They also want jobs that provide meaning and purpose and they will advocate for companies that honor their promises and make them feel like what they do matters. If they aren’t given opportunities for personal and career growth at their company, they are likely to move on.

Inspire them to become brand ambassadors. Millennials are in the perfect position to become excellent brand ambassadors for your company. Job seekers and potential customers still turn to family and friends, as well as current employees, for information.

Establish clear goals. Share clear and consistent goals for individual employees, teams and your overall company. Allow your employees to give input on their personal work goals. This motivates and engages them more than simply having goals assigned to them. Discuss these goals frequently with individual employees, your entire team and your corporate leadership. Set milestones and celebrate all achievements, even the small ones. Eighty-seven percent of millennials are motivated by personal recognition.

Give them a sense of purpose. Millennials need to feel that what they do is meaningful and makes a difference in the world. This also increases employee engagement, which in turn improves employee retention rates. Enable employees to pursue philanthropic causes affiliated with your company and let them share their personal photos, videos and work experience on their own social channels. Designate a company hashtag for this purpose.

NextGen employees have a lot to offer your business. Understand the unique needs of these generations, how they learn best and take time to give them feedback. The result will be employees who are satisfied in their roles and share their experiences with their peers.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

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