March 2019 - Issue 2
Our Local Candidates Talk Business in the Real World
Trade Fair Survival Top 10 Tips
PROTECT YOUR CLIENTS INFORMATION
Protect Your Business
Established on 12 September, 1925, the Wyong Regional Chamber of Commerce is a member based not-for-profit organisation overseen by members, for our members.
With Thanks to Our Wonderful Sponsors Gold
president’s pen There is an old saying that “communication is the key to success”. Everyone in business needs to have an opportunity to be able to advance their business and its wares. A Chamber of Commerce is an organisation that has the tools and contacts to be able to help our members achieve that within the greater community. Through the latter part of 2018 we, with some marvellous help from some of our sponsors completely rebranded our chamber, installed a new website, and last month we saw the first issue of our digital magazine called “Northern Voice”. With these tools we must add all the various methods of social media that is now able to be used through our organisation. Over each year the chamber runs functions with guest speakers and by our businesses attending, they then also have the opportunity to learn about others and to promote their businesses. Ron Stevens - President
THE WRCOC ARE PROUD TO ACKNOWLEDGE NEXUS SMART HUB AS THE 2019 SPONSORS OF NORTHERN VOICE. THANK YOU FOR YOUR CONTINUED SUPPORT.
SHOUT OUT! 06 Infrastructure
Tuggerah Redevelopment - Anna Cruckshank
08 Self Promotion
Shifting the Perception - Ashka Broeksema
12 Protect Your Client’s Information, Protect Your Business - Mark King 14 Game Changers Georgia Thomas Asks Our Candidates One Important Question
UPFRONT 3 5
From the Editor
OUR VOICES 20
Ten Tips For Surviving a Trade Fair Buying Trip - Jo Hilder
22 Playing It Safe
- Georgia Thomas
24 Defining Target Markets
- Patrick Zuluaga
CHAMBER CHAT 25 Calendar of Events 26 SEEN!
4 | Northern Voice | Issue 1 - February 2019
FROM THE EDITOR I can’t believe a month has gone by and here I am welcoming you all to Issue 2 of Northern Voice! We have been overwhelmed by the response to the first Issue, not only from our new readers and followers but from the WRCoC Members who have expressed interest in writing and contributing their stories and knowledge. On behalf of the Chamber and the team at Northern Voice, we’d like to say a big thank you! And keep the articles coming! Your voices are what make this e-magazine the valuable resource that it is for local businesses. Inside this month, you will find stories and information from politics to privacy, to personal battles, as we not only cover the latest local news and events but also bring you the human side of business on the coast. We hope you enjoy Issue 2 of Northern Voice! PS: Don’t forget to subscribe to Northern Voice on ISSUU to make sure you never miss an issue!
Lee CLICK HERE TO SUBSCRIBE
Editor & Creative Director Lee McCaffrey firstname.lastname@example.org
Content Supervisor Georgia Thomas email@example.com
Advertising Katrina Woolcott firstname.lastname@example.org
©Wyong Regional Chamber of Commerce, 2019 Northern Voice is an initiative of the Wyong Regional Chamber of Commerce, however the opinions expressed by Northern Voice contributors are their own. This publication can be shared across networks in its entirety, and printed for the personal use of readers. It cannot be repurposed in full or in part for commercial gain. Permission for all other uses must be obtained in writing from the editor of Northern Voice. Northern Voice contributors retain ownership of their articles and unauthorised use of their content will breach their intellectual property rights.
WRCoC | www.wyongchamber.com.au | 5
INFRASTRUCTURE TUGGERAH REDEVELOPMENT
BY ANNA CRUCKSHANK On Wednesday 27 February, 2019 the Minister for Planning and Housing, Anthony Roberts came to Tuggerah to announce the proposal for the $2.8 billion development of the Tuggerah Town Centre. A Heads of Agreement has been signed between the Scentre Group, Darkinjung Local Aboriginal Land Council and the Hunter and Central Coast Development Corporation to work together to determine how to develop the project. It is proposed to develop Westfield Tuggerah and the surrounding area to create approximately 5,000 new dwellings, two new public spaces, being a civic plaza and town centre park, commercial and retail as well as health services and tourism. The 6 | Northern Voice | Issue 1 - February 2019
proposal includes a significant upgrade to transport infrastructure (train and bus) at Tuggerah Rail Station and a 220 multi-story car park. There is also a seniors living precinct planned. It is estimated that the project will create over 10,000 new jobs during the construction phase, and 2,700 ongoing jobs. The development is expected to be completed over a 35 year period. This is an exciting announcement for Tuggerah, and having regard to the proposed revitalisation of the Gosford town centre including the recently announced $350 million private hospital at Gosford, it is a major step towards the Central Coast becoming a significant economic, lifestyle
and tourism destination. Plans of the proposal will be on exhibition at level 2 of Westfield near the Concierge Desk for the next couple of weeks.
A n n a Cruckshank is the Managing Director of Aubrey B r o w n Lawyers and leads the Commercial Law and Property Law teams. She is a highly respected lawyer on the Central Coast, in the Hunter and nationally. https://www.aubreybrown.com.au/
Becoming a member of the Wyong Chamber has so many benefits. The Wyong Regional Chamber opens up a world of opportunity for individuals and businesses alike. Support through networking events, business tools and resources is just the beginning. There is no better time to become a member!
Join the Wyong Regional Chamber today! The Wyong Chamber of Commerce mission is to foster business growth in the local community. Members of the chamber have the opportunity to contribute and participate in a range of business and social activities to improve skills, provide knowledge and strengthen their connection with the local community.
wyongchamber.com.au | Phone 02 4352 2643 Connecting our business communities... Since 1925.
SHIFTING THE PERCEPTION BY ASHKA BROEKSEMA
hen I first started my business journey in 2016, I really struggled with being able to promote myself and my business. I would often walk away feeling like I’d let myself down because I hadn’t thought to work out my approach to selfpromotion. No one ever told me this was an aspect of business, let alone how important it was to developing and growing my business. A lot of years of being told that modesty is the key and no one likes a tall poppy, was not at all helpful for the task at hand. It was outdated and didn’t serve me well, so it was time to embrace a truth that served my purpose. Many small business owners were raised under the ideal of the Aussie Battler, the quintessential image of a hardworking Aussie who, due to external factors, merely gets by. On the flip side of the battler, is the tall poppy and tall poppy syndrome. The idea is that if you outgrow others expectations of success, you need to be cut back down to size. With two extreme, and oppositional, models to 8 | Northern Voice | Issue 1 - February 2019
work within, promoting your business can be a difficult task to approach for many. Particularly in our current climate that demands businesses be comfortable with self-promotion to keep interest and engagement in what product or service they are selling. When I first meet new business owners, I always begin by asking what they do. Often this is met with a simple statement of what their business actually does; accounting, real estate, beauty etc. But what we need to get our mind around is what our business actually is. I specialise in small business and career coaching, soft skill development and team development. If I met you and introduced myself as a coach, this merely shows the tip of my ice berg, and does nothing to spark curiosity. If you can spark someone’s curiosity, you can guarantee further questions will be asked, which gives you an opportunity to leave a memorable impression on the other party. So how did I approach improving my selfpromotion? I spent time quizzing myself. What was my why? What business was I actually in?
How was my message relevant to the people I was meeting? I jotted down points and began practicing a script out loud. I felt completely ridiculous and out of my comfort zone.
â€œwhat was my why? What business was I actually in?â€? As a new kid on the business block, I wanted to maximise those important first impressions with my business peers. Once you begin to talk out your intentions, you develop a new level of
connection to yourself, your business and your target audience. Not only did my self promotion skills develop, my business confidence also grew. Our ability to embrace and develop new skills is important for the continued growth and success of our business. Knowing how and where to start is often the biggest challenge when it comes to new approaches. However, this doesnâ€™t mean we should ignore them. We are in a time that is seeing regular shifts in business practices. Review your approaches regularly to ensure that you are remaining fresh and relevant in your selfpromotion. Your business, and confidence, will thank you for it.
A s h k a Broeksema is the Founder of Enhanced Coaching & Consulting, providing life coaching, business coaching and consultancy services.
WRCoC | www.wyongchamber.com.au | 9
2019 Annual Business Awards Nominations
Now Open! This is your invitation to apply to become an Award Winning Business!Reward and showcase your business at our Annual Premier Awards Night to be held on Saturday 22 June 2019, at Mercure Kooindah Waters Central Coast. Nominate your Business! Once again the streamlined process and the continued alliance with the Central Coast Business Excellence Awards and the NSW Business Chamber has made entering so much easier with one simple application: Categories this year are as follows: 1. Outstanding Young Employee (aged 18-35) 2. Outstanding Young Entrepreneur (aged 18-35)
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3. Outstanding Business Leader (aged 36+) 4. Excellence Enterprise
5. Startup Superstar (trading less than 2 years) 6. Excellence in Innovation 7. Excellence in Micro Business (less than 5 employees) 8. Excellence in Small Business (5 to 20 employees) 9. Excellence in Business (21 or more employees) 10. Employer of Choice WRCoC Award Categories The Business of the Year The Business of the Year Award will be chosen from the nominations in all categories. Kevin Faulks Award The chamber will recognise either a business or person who has made a significant contribution to the Wyong Regional Business Community,
judged and awarded by the Chamber President. Nominations Close Midnight 19 May 2019 For further information on the awards or membership, please contact Katrina in our Chamber office on (02) 4352 2643 or email@example.com
Start Your Application Here! Our Partners
Central Coast Credit Union has been re-branded â€œCentral Coast Unity Bankâ€? after merging with Unity Bank in December 2018. Members will now have access to 27 branches nationwide including two additional branches on the Central Coast, located in Budgewoi and Gosford. The merged entity will continue to provide a compelling Member Owned Banking alternative to Members. There has been no change to the mutual structure of the combined entity with the focus remaining on serving the interests of all members.
6 GREAT reasons to bank with us. 1. We have a complete range of financial services and products. These include home loans, personal loans, credit cards, savings & investment accounts, insurance and more. 2. We are 100% Australian owned. 3. As a Member of the Bank, you become a part-owner, which means you have voting rights. 4. Our Bank puts Members first before profits. Any surplus made is returned to the Members by way of lower interest on Loans, higher Savings and Term Deposit rates as well as personal service and convenient access, without excessive fees and charges. 5. We have the latest digital banking services available for you to manage your money on the go. Directly download our Banking App from the Apple Store or Google Play Store, load your Credit or Debit Card into your digital wallet or make real-time payments by OSKO. 6. Our bank proudly supports many local charities, community events, social clubs and industry events and conferences. Last year, we donated over $250,000 to these worthy causes. If you would like to know more about Central Coast Unity Bank, visit unitybank.com.au or have a chat with one of our friendly Member Service Officers by calling 1300 36 2000 or visiting one of our branches.
Unity Bank Limited ABN 11 087 650 315 AFSL/Australian Credit Licence 240399.
PROTECT YOUR BUSINESS
PRIVACY COMPLIANCE BY MARK KING PRIVACY PROACTIVE
12 |• Northern Designfreebies Magazine 12 Voice | Issue•1 www.designfreebies.org - February 2019
As a business, one of your most critical assets is your client’s personal information. Whether or not your business must comply with Privacy regulations, your clients expect you to protect their personal information. If you do this well, you can build up the level of trust with clients. And by treating their data with the utmost level of care you have a great opportunity to gain that competitive advantage
Strong and sustainable Privacy practices will deliver a competitive advantage Clients are becoming more reluctant to share information due to lack of trust in businesses to protect their data. As a result, this can lead to a widening gap between the information required, and the information provided. It is this gap that can ultimately affect business success. A survey conducted in 2018 of over 500 Australian SMBs confirms this trend. • 46% of SMBs responded their clients are increasingly opting out of data collection and sharing information, and • 49% of SMBs responded client’s data is becoming increasingly critical for their day-to-day operations. Building trust with your customers is key to narrowing this gap. Businesses must be more diligent in maintaining their role as trusted custodians of their client’s information. Small businesses are becoming more vulnerable In 2017, 46% of all cyberattacks in Australia targeted small businesses, of which, 22% are now closed. And based on global trends, it is likely that these numbers will continue to rise. So let’s look at why: • Small businesses are easier targets than larger businesses as normally their IT and Office Security controls are not as robust, and
• Hackers will take the path of least resistance. Out of the above 22% closures, there were two significant findings : 1. Many of the closures resulted from lost clients due to a loss of trust, and 2. Many of those businesses did not need to comply with Privacy regulations. Even though many of these businesses were not obligated to comply with any Privacy regulations or fined by the Regulators, they still closed. At the end of the day, a client will ultimately determine the extent of the damage of a breach, more so than Privacy regulators. After many years of working tirelessly to build your business, a poorly handled breach can destroy it within a moment. Businesses must have the mindset of ‘when’ not ‘if ’ a breach will occur Your business must be proactive and prepare as best as possible to : 1. Minimise the likelihood of a breach, and 2. Minimise the damage of a breach. Whether your business must comply with Privacy regulations or not, you should have a robust and sustainable Privacy Program in place. If a client’s information is lost or stolen, they don’t care whether your business needs to comply with any Privacy regulations. They are only
concerned with the harm it may cause them. Trust will be lost and potentially their business along with it. The reality is, too many small businesses in Australia are not concerned enough about protecting their client’s information. Could any of the 22% closed businesses avoided closure? There is no guarantee, but they would have had improved their chances with better practices in place.
With over 35 years global experience in the IT industry and extensive knowledge in the compliance and risk areas, Mark King is the Director of Privacy Proactive. https://privacyproactive.com.au/ LinkedIn: Mark King firstname.lastname@example.org
LIVED EXPERIENCE TO HELP YOU NAVIGATE THE SMALL BUSINESS GAME
GEORGIA THOMAS ASKS OUR CANDIDATES ONE IMPORTANT QUESTION
Every time an election rolls around we hear familiar phrases trotted out whenever the topic of Small Business is raised. Small Business is acknowledged as “the engine-room of our economy” and “the backbone of our society.” But do our politicians really understand the life of the self-employed? Rather than ask about policy, Georgia Thomas asked our local candidates to answer one question, and these are the responses she received.
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Q: “What personal experience helps you understand the challenges faced by small business owners?”
DAVID HARRIS - LABOR MP FOR WYONG “My experience as a school principal has parallels with the experiences small business owners share with me every day. Principals, like business owners are forced to make financial decisions that affect both short and longer term outcomes, while also facing clouds of uncertainty. Funding decisions and policy changes made in Macquarie Street or Canberra are external influences that are beyond the control of a principal and can make the decision-making process difficult. Schools, just like businesses have external factors that affect cash flow and regulatory burden. When the wrong decisions are made in Macquarie Street, businesses suffer along with
our Schools, Hospitals and TAFEs. And like Principals and small business owners, politicians have to make tough decisions in climates that aren’t always certain. From the businesses shutting on George Street due to the light rail disaster to the neglected main streets of towns across NSW, this Government has failed to take care of small business. My experience as a principal informs my view that if we want business in NSW to be strong, we need to invest in our local schools, TAFEs and local infrastructure.”
WRCoC | www.wyongchamber.com.au | 15
YING SHU LI-CANTWELL - LIBERAL CANDIDATE FOR WYONG “Running my own Acupuncture clinic, I understand the challenges of operating a small business. Since I re-located to Toukley from Wyong, I have seen many small businesses in the area close, down-size or relocate. I have experienced many of the same challenges, increased rental costs, higher electricity, insurance and regulatory costs. At times it can be stressful, juggling work, family and finding some ‘me’ time. The key to
my current success was starting small and managing my costs. Importantly, I have kept up with ongoing training and education, both in my field and in business development. This has allowed me to offer the best service and treatment of my patients. So, when I meet with other small business owners, I can really relate to their situation. We are a huge part of the economy and need every chance for success; this is a key motivator to why I am campaigning in the seat of Wyong.”
SUSAN WYNN - GREENS CANDIDATE FOR WYONG “I’m a long-term resident of Mannering Park, running a small business with my husband, a commercial fisherman. I’m a qualified company director, managing the books for the business, and am acutely aware of the difficulties small businesses face with rising costs. As the project manager for the build of our zerocarbon-emission hemp home, I’m dealing with small business owners and sole traders daily, and listening to their stories of how close to the line tradies are in the current economic climate. But above all, I am a committed Greens candidate. I know that Greens policies on environmental sustainability and social justice
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are not anti-small business. As the first Greens councillor at Wyong, and Former Deputy Mayor, I negotiated a number of initiatives that moved the council to a more sustainable position: E-waste collections, green fleet initiatives, a Community Gardens Policy and the resolution of 25 year old mine subsidence claims for six Chain Valley Bay residents. The Greens understand that small businesses are not the same as corporations, and I’m always working to explain that Greens policies dealing with climate change, affordable housing, better public services, free education and improved transport will help all residents of the Coast, including business owners.” www.greens.org.au/nsw/platform
DAVID MEHAN - LABOR MP FOR THE ENTRANCE
“In my professional life I have for many years conducted a consulting practice specialising in geotechnical and engineering geology. This lived experience has made me very familiar with the tax obligations placed on business, including GST reconciliation, and made me appreciate the problems of variable cash flow and debtor management. The role of government is to support business and over the last four years I’ve assisted local business operators on several occasions. This assistance has taken many forms including advocating for business in dispute with state authorities and changing local regulation to support local business.
One example is the Tall Timbers Hotel where the widening of the Pacific Highway at Ourimbah resulted in the loss of a large amount of street parking customarily used by the hotels patrons. I advocated on behalf of the hotel owners to ensure Roads & Maritime Services made a direct contribution to a new parking area next to the hotel. I have also supported the business owners who operate at the Thompson St intersection at Long Jetty both with advocacy in support of the Long Jetty Street Festival, and initiating changes which provided more parking space and better signage on streets around the shops.”
BRIAN PERREM - LIBERAL CANDIDATE FOR THE ENTRANCE “Along with my wife Tracey, the Central Coast and more specifically The Entrance electorate, has been my home for over 30 years. During that time we raised our two children and educated them through our local public schools. Since 2001, I have worked for MP’s Ken Ticehurst and Karen McNamara. I have a passion for our area and believe in giving back to the community, I have volunteered on the Salvation Army doorknock committee and supported the Scouts as Leader over many years.
Local Families should have the opportunities my family were given, and those wishing to start or expand a local business need the support they require. The importance of a strong local economy is to create jobs and opportunities for young people and provide more services to take the pressure off hardworking families and retirees. As part of Gladys Berejiklian’s Team, I want to use my local passion and experience to ensure communities in The Entrance get the infrastructure and services they deserve.”
WRCoC | www.wyongchamber.com.au | 17
STEPHEN PEARSON - GREENS CANDIDATE FOR THE ENTRANCE
“I am a small business owner and also provide all the accounting and IT support for my wife’s small business. We are typically selling to major corporates or government. This can be a good experience with the ability to help them achieve great outcomes such as when I produced a video for tenants on how to deliver better recycling outcomes for a major shopping centre group. But dealing with major corporates can also create issues such as poor payment (90 day plus isn’t
unusual), internal politics and an expectation that small businesses can drop everything and produce miracles overnight. In a small business there is nowhere to hide and even if you buy-in expertise you still have to instruct and supervise. A particular bug-bear at the moment for us is the poor quality of the internet. I have overseas clients and could have more but we are operating with a third world country’s internet, and we don’t have the speed or reliability we need. As a Green candidate of course, I have strong commitment to the environment but I am equally supportive of small businesses.”
ANGELA VITHOULKAS - FOUNDER OF THE SMALL BUSINESS PARTY CANDIDATE FOR THE UPPER HOUSE “I have literally grown up in small business, and have been one myself for the last 30 years. I have bought and sold more than 25 businesses and employed hundreds of people. There isn’t much I haven’t faced in business – cashflow challenges, tough and unreasonable landlords, funding and HR fun. It’s all in a day’s work for any small business owner. Just when I thought I had experienced everything life had to throw at me in business, along came a government infrastructure project called The Sydney Light Rail, and that – no pun intended, stopped me flat in my business tracks.
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I had a successful café one day, and a financial disaster the next, none of which I could control or fix. After 17 years of building a major café brand – VIVO CAFÉ, on August 24th 2018 I closed the doors for the last time. We had 14 great years, and 3 as a ticking time bomb. I was just one story from thousands along this construction nightmare. There are so many business owners and families who’ve suffered. This is what motivated me to seek justice and set up The Small Business Party and make sure this never happens again.” www.thesmallbusinessparty.com
A CHANGE IN THE GAME Elections at any level, have the potential to change the lives of small business owners. They can be a pivotal event that impacts (for the better or the worse) on our existing plans. So, do your research. Ask the questions that really matter, and make sure your vote counts on 23rd March.
G e o r g i a Thomas is the Executive Secretary for the WRCoC and Principal Solicitor of Legal HQ Pty Ltd. www.legalhq.biz
Why Bank with Central Coast Unity Bank? There are no external shareholders. This means that any surplus is returned to our Members in the form of better interest rates, and products and services. n Home Loans n Personal Loans n Savings Accounts n Credit Cards n Insurance n Term Deposits n Wyong n Gosford n Budgewoi p: 02 4350 5255 e: email@example.com w: unitybank.com.au Unity Bank Limited. | ABN 11 087 650 315 | AFSL/Australian Credit Licence 240399. WRCoC | www.wyongchamber.com.au | 19
BY JO HILDER SISTER JO BANGLES
For surviving a Trade fair buying Trip In my retail business, attendance at trade events is absolutely necessary. I need to see and feel in real life what I’ll be putting on my shelves in the months ahead. It’s like Christmas shopping in the best shopping center ever. Full days, without stopping, at wholesale prices, and you don’t have to pay (until later). As you can imagine, it’s really, really easy to get carried away. Painful experiences, both physical and financial, have taught me some valuable lessons about attending trade fairs and I have formulated my top ten tips to help you avoid making the same mistakes:
Register in advance, and plan to spend a full day per event, per venue. Rushing around is stressful and can lead to impulse
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buying or cutting your visit short. Study the event communications you receive prior, and make lists and maps if necessary. Endeavour to get accounts up to date before the event, so that when you apply for new accounts your references are good. It also helps prevent awkward conversations with any existing suppliers you may run into while you’re there.
Set a budget. Type it into a spreadsheet and think carefully how much you will spend based on last year’s figures. Print it out. Tear it into tiny pieces and throw it in the air. That’s how much credence you’ll give it when you walk in the door at the trade fair, but it’s fun anyway.
If the event is more than an hour’s drive from your home, think about booking travel and accommodation. Consider the expense an investment because that extra time will be well worth it.
Take comfortable shoes and pain relief. Don’t wear your five-inch Jimmy Choo’s. After walking several kilometers on hard floors, you’ll be ready to stab yourself with them. There’s nowhere to buy paracetamol for sore feet, or the splitting headache caused by shock at realizing a bottle of water costs seven dollars. Also, wear comfortable smart clothing. If you’re a label or creator, wear your creations, but avoid tight, uncomfortable garments.
Take your own water and food. Trail mix and packets of grazing snacks work really well and help keep your energy up. Don’t forget to factor in coffee and lunch money, and don’t count on paying less than twenty-five dollars for a sandwich!!
Create a mental “avatar” of your average client and refer back to him or her when you’re considering new stock. Ask yourself “would she buy this?” Notice trends, but resist getting carried away with glitz and gimmicks.
When approaching new suppliers, ask who they already deal with in your area and consider if this would be a good fit. This presents you as someone with integrity. Be prepared to miss out if another outlet close by already sells their goods. Offer to be on standby if the other seller stops ordering.
Carry business cards in your pocket. You never want to be unprepared to hand over your details or promote your business.
Take your diary or calendar and plan deliveries of stock to accommodate your schedule. Make sure you get printouts of all your orders. You don’t want everything arriving at once. Trade events can be overwhelming, but also great fun. They’re an opportunity to build strong relationships with your suppliers, and see what’s trending in your industry. When you understand your limits and plan in advance, you can avoid the pain of the post-trade-fair hangover. Have a great Trade Fair!
Jo Hilder is a Writer, Published A u t h o r, Co m m u n i t y Advocate as well as the Founder, and Chief Creative at boutique store Sister Jo Bangles. www.sisterjobangles.com
Start 2019 with the book that answers your most pressing business questions!
Practical information about eCommerce & Marketing, Leases v’s home offices, Exit Strategies, Intellectual Property, employees v’s contractors & more. Learn more or order your copy at www.legaltoolkit.online https://www.amaOr visit Amazon for the eBook by clicking here zon.com.au/Small-Business-Legal-Toolkit-Startups-ebook/dp/B07FN5TSQQ
PLAYING IT SAFE IF IT’S WORTH COPYING, IT’S WORTH PROTECTING BY GEORGIA THOMAS
ow do you protect your valuables? A safe behind a painting? Drooling guard dogs and motion sensors? Or maybe you lay awake, listening for things that go bump in the night? In last months edition of Northern Voice, I wrote about the value of Intellectual Property (IP) and how we can put it to work. But like anything of value, it can also be lost or stolen if we don’t protect it.
key products, brand names, or logos – anything that uniquely describes something you’ve created. Protecting them from being lost or stolen secures their value, and even maximises their value to a potential business buyer. Once an aspect of your business is protected by trade mark registration, you own it and hold the exclusive right to use it. It doesn’t mean others won’t try, but it establishes your rights and makes breach actions much easier to enforce.
So how do we protect our IP?
How much is my IP worth?
Some forms of IP (books, music, photographs etc) are protected automatically in Australia by copyright laws, and in these cases our focus need only be on maintaining records that show when it was first created. Other forms of IP (unique packaging, designer gowns, and inventions etc) are protected by Patents and Design applications. The most commonly overlooked form of protection however, is the Trade Mark. Trade marks are used to protect your business name,
Technically speaking, anything you create is your IP, but I think we’d all agree that your training program would be worth more than a staff roster or shopping list. Like anything we trade; supply and demand effect its value. The more unique and useful our creation is, the more it’s in demand. Couple that with a limited supply, and value becomes easier to gauge. This applies to anything from a one-off piece of jewellery, to a range of intuitively designed
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software products that improve productivity for the user.
“Once its value is recognised, it becomes a target....”
Once its value is recognised, it becomes a target for those who’d try to steal it, or copy the original with knock-off versions and counterfeits. So, take a closer look at your assets and if something you’ve created is worth copying, it’s worth protecting. Think about trade marking
and see how you could apply them to your key IP assets. The IP Australia website is a great source of accessible information and an easy place to start. For more information visit IP Australia: https://www.ipaustralia.gov.au To read Georgia Thomas’ article ‘Intellectual Property: The Hidden Asset’ click the image:
G e o r g i a Thomas is the Principal Solicitor of Legal HQ Pty Ltd, and Author of The Small Business Legal Toolkit www.legalhq.biz
WRCoC | www.wyongchamber.com.au | 23
Your Marketing Starts With Knowing Your Customers BY PATRICK ZULUAGA
Last month, we talked about ‘Marketing and Business Development: 6 Steps to Successful Marketing’ where I outlined broadly the things that I consider to be crucial when it comes to marketing your business. Starting this month, I’m going to take a deeper look at each of these 6 steps, beginning with Defining Target Markets. Understanding your target market is the core foundation of all your marketing efforts and is the key to your business success. Knowing your customers wants and their needs means you will be better able to communicate and solve their problems. How Do I Know Who My Ideal Client Is? To nail down your ideal client, start by drafting a short description. Relate this to your core business products or services. Who really needs or wants your products and services? Revisit
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your assumptions about who is buying or reaching out to your business. Ask your business colleagues and more importantly your customers or potential customers. Once you have it drafted, refine it from a broad perspective to a specific identifiable potential market of customers. Then work with your team to pinpoint their key buying criteria. Once You Know Your Ideal Client Once you understand your ideal clients buying behaviours, you will be able to develop powerful offers and personalise your marketing messages. This will allow you to make your marketing messages compelling, relevant and important to the intended recipients. The next time you are writing promotional messages or offers put your ideal customer profile in front of you and use it to guide you in your
efforts to communicate more effectively with your target market. Lastly, when you are writing your marketing copy think ‘WIIFM’ (What’s in it for Me) ‘me’ being your customer. Try to make your marketing message as emotive as possible so that it resonates with the ‘conversation’ that is happening in the minds of your ideal customers. Patrick is the Director of PMZ Marketing, a consultancy focused on Small and M e d i u m Enterprises to help you succeed in business with better marketing results. https://www.pmzmarketing.com.au/
CALENDAR OF EVENTS
NSW Annual Business Awards Nominations Now Open! Enter Your Business Today Click here to apply!
WRCoC Social Lunch Venue TBC 12-2pm No need to book, just turn up and order. Contact Glenn Zocher firstname.lastname@example.org or Joanne Cho email@example.com for further details.
New Members Lunch & Chamber Showcase Welcome our newest members and invite others to join! Nexus Smart Hub 12-2pm Save the date!
23RD MARCH NSW State Election Don’t Forget to Vote!
WRCoC Lunch Wyong Race Club 12-2pm Hear from the new team at 2GO/Sea FM Bookings Close 19th March Buy your ticket here!
Drinks & Canapes The Entrance Lakehouse 5:30pm With guest speaker Edward Zia Marketing and Networking Save the date!
Annual Business Awards Kooindah Waters Resort Don’t forget to enter! Click here to apply!
WRCoC | www.wyongchamber.com.au | 25
NORTHERN VOICE LAUNCH AT THE NEXUS SMART HUB February 15th saw the launch of Northern Voice at The Nexus Smart Hub. It was also our new members lunch where we welcomed Jamie Mather from Worldwide Migration Partners: www.worldwidemigrationpartners.com/
Our other new members include: Sister Jo Bangles www.sisterjobangles.com/
Spoke Building Interiors www.spokebi.com.au/
Tax & Super Audits www.taxsuperaudits.com/
APM Employment Services Wyong www.apm.net.au/ ESG Matchworks www.matchworks.com.au/
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INTERNATIONAL WOMEN’S DAY Members supported CBWN in celebrating International Women’s Day at The Arthouse in Wyong. Guest speaker Gina Jeffreys spoke of her life, and performed two songs with husband Rod McCormack.
WRCOC MEMBERS BREAKFAST On 26th February our members enjoyed breakfast at Kooindah Waters Resort while Paula Martin, Matt Kelly and Laura Barnett shared a wealth of information about local business and the progress of Tuggerah Lakes Private Hospital.
WYONG BUSINESS FORUM The Chamber was well represented at the Wyong Business Forum at Central Coast Council on 6th March, and we welcomed Nathalie Ainsworth, Accountant as a new member
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Be a star in your field of expertise. Register for the Wyong Regional Chamber Business Awards. The Wyong Regional Chamber Business Awards are designed to recognise business who have excelled in their field of expertise. Itâ€™s just one more way we help to support our business community. Get your nomination in today.
To submit your nomination! Members of the Wyong Regional Chamber of Commerce are invited to submit nominations for the annual Wyong Regional Chamber of Commerce Business Awards. There are a range of different categories to enter so now is your time to be recognised. Visit our website for more details on how to submit your nomination.
28 | Northern Voice | Issue 1 - February 2019 wyongchamber.com.au | Phone 02 4352 2643
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Welcome to the March edition of the Northern Voice! A monthly e-magazine brought to you by the Wyong Regional Chamber of Commerce, showcasin...
Published on Mar 14, 2019
Welcome to the March edition of the Northern Voice! A monthly e-magazine brought to you by the Wyong Regional Chamber of Commerce, showcasin...