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
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president’s pen It’s an exciting time at Wyong Regional Chamber of Commerce! Although the colder months are now upon us, it’s that time of the year when things start to hot up for your Regional Chamber. On Saturday the 22nd of June we will once again acknowledge the talent of our local business community at the WRCoC 2019 Annual Business Awards Gala Event. This night has grown in stature over the past years and is now a special feature on the business calendar that many local businesses look forward to. I look forward to rubbing shoulders with all our successful businesses and their employees at this special event. 0ur 2019 Annual General Meeting will then be held on the 27th August 2019. At this meeting we will finalise our new Board of Directors for the upcoming year which includes the appointment of a new President. During the next 12 months your new Board will identify what your Chamber actually means for members and with the assistance of our members we will endeavour to identify “what is best” for the local business community.
Darren Hooper - WRCoC Vice President
THE WRCOC ARE PROUD TO ACKNOWLEDGE NEXUS SMART HUB AS THE 2019 SPONSORS OF NORTHERN VOICE. THANK YOU FOR YOUR CONTINUED SUPPORT.
GUEST WRITER 6
5 Steps to Farewell the Financial Year
And Start the Next on the Right Foot - Amanda Fisher
SHOUT OUT! 8 Learning How to Let Go - Lee McCaffrey 10 The Ripple Effect
of Giving - Sue Liptrott
UPFRONT 3 5
President’s Pen
From the Editor
OUR VOICES 14 Marketing to Millennials - Scott Beatty 16 Stronger Than My Excuses
- Julie Watson
20 The Benefits of Networking
- Georgia Thomas
22 Increasing Sales Conversions
- Patrick Zuluaga
CHAMBER CHAT 24 SEEN! 25 Calendar of Events 26 Chamber Directory Link
4 | Northern Voice | Issue 1 - February 2019
FROM THE EDITOR Since the launch of Northern Voice, I’ve had many members approach me with ‘contributing’ concerns. Mostly around not knowing where to start. If anyone understands just how hard it is to put pen to paper, it’s me. Up until four years ago, I’d never published a word. That was until small business guru Andrew Griffiths took me under his wing and helped me to gain the confidence I needed to just start. So, here is what I’m thinking. If you have been wanting to contribute an article or a column for NV but are just stuck, here is my offer. Send me an email with your idea or your concern, and I will work with you get it out, onto paper and into the magazine. Northern Voice is a magazine for members, by members and we need you We hope you enjoy Issue 5 of Northern Voice! PS: Don’t forget to follow our new Facebook Page or subscribe to Northern Voice on ISSUU to make sure you never miss an issue!
Lee CLICK HERE TO SUBSCRIBE
Editor & Creative Director Lee McCaffrey lee@macandco.com.au
Content Supervisor Georgia Thomas gthomas@legalhq18.com.au
Advertising Katrina Woolcott info@wyongchamber.com.au
©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
GUEST WRITER
5 STEPS TO FAREWELL THE FINANCIAL YEAR AND START THE NEXT ON THE RIGHT FOOT BY AMANDA FISHER Amanda Fisher, aka The Cash Flow Queen, fuses accounting and technology to help improve business. Amanda’s mission in life is to educate business owners on how to understand and interpret their business numbers to make informed decisions. She shares that knowledge in a fun and inspiring manner. Amanda’s easy to understand style has enabled her clients to come to grips with the numbers and use them to improve cashflow, profits and their take home. With33 years experience as a Chartered Accountant, she has worked with hundreds of successful business owners in a wide variety of industries.
www.amandafisher.com.au/ www.linkedin.com/in/amandafisherca/
Whilst the New Financial Year doesn’t have the same ring to it as New Year’s Day when we ring in a new calendar year; it’s a great time to take stock of what you’ve achieved in the past 12 months and an opportunity to plan the next 12 months. Making sure you’re not paying more tax than you need to and putting tax planning strategies into place before 30 June is a given. But, what will make the biggest difference to your financial results moving forward, is setting financial targets. STEP 1 – REVIEW REVENUE. Hopefully, you will have already segmented your revenue into income streams so that it is easy to see how much income you’ve received from each stream. If not, then go back through the income and do your best to dissect it into the different income streams. How do the actual numbers stack up against your goals from last year; hopefully, you set some? 6 | Northern Voice | Issue 1 - February 2019
STEP 2 – REVIEW COSTS OF SALES AND DELIVERY. If you’re selling product, check your gross margins, if you’re selling services then check the costs to delivery for each income stream. Determine the percentage of net income for each income stream and list them in descending order to identify which are the best performing. Now, take a good hard look at these results. Firstly, you may have found a few surprises in the results, think about those. Consider whether you need to be putting your focus on different income streams to get more revenue from the better-performing ones. Consider whether you have some products or services that you could eliminate completely and whether that would impact your customer/client sales. STEP 3 – SET GOALS. For each income stream, set a new target for the next 12 months. The target could be an increase of 5% or 10%, or it could be a dollar amount. Whilst setting these goals, if you’re a
service-based business, make sure that you have the capacity to deliver at that level without the need to add more team members, or if you do need to add more team members, make sure that the net effect is an increase in the overall net profit for the business. STEP 4 – REVIEW EXPENSES. Go through your expenses with a fine-tooth comb. Delve into the detail and see if there are any costs that you could eliminate, consider what costs will increase and by how much and add a Consumer Price Index or flat 3% or 5% increase to all other costs. If you need to add to your team, factor in the additional wages and on-costs, if you’re planning
to move premises, take that into account too. Think about what changes you’re likely to make over the 12 months and add any additional costs to your expenses. STEP 5 – ENTER YOUR FINANCIAL GOALS INTO YOUR ACCOUNTING SYSTEM. This is a vital step as once this is done you will be able to produce reports each month that will show you your actual results against your goals. Reviewing that on a monthly basis will help to keep you on track and focused on achieving your goals. Review your actual results for the current year against your goals from last year. How well did you do? What lessons can
you learn from the numbers? What went well, what didn’t go quite so well? BONUS STEP. At the end of the financial year, celebrate. Celebrate another year in business, celebrate the wins you had over the past 12 months, celebrate the team you’ve built around you, celebrate the new connections you’ve made, celebrate the new clients or customers you’ve served and so on. Whether it’s been a great year, an ordinary or a less than ordinary year, celebrate. You’ll find something to celebrate. And whilst you’re celebrating share your goals for the next year.
WRCoC | www.wyongchamber.com.au | 7
SHOUT OUT!
LEARNING HOW TO LET GO BY LEE MCCAFFREY During the Christmas/New Year break, I fell and broke my right ankle which resulted in me being bed bound. When it first happened all I remember feeling was the sheer panic at how we were going to survive the immediate future. As a husband and wife Small Business team with two small kids and multiple businesses, life is hectic, to say the least. It was a life that required us both to be ‘on’ 24/7. Fast paced and high stress. I spent more time in the car running from commitment to commitment than I did anywhere else. So now, not only was I bed bound for the forseeable future it would be months before I could drive. Our world had turned upside down. WHAT HAPPENED WHEN STOPPED.
I
I hadn’t sat still in one place for a very long time and neither had my brain. It took a few days for everything to slow down. But when it did, I realised that my ‘lifeload’, the majority of the stuff I was carrying every
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day, wasn’t serving me or our family. I’ve always been an energetic and busy person, but our lives had gotten out of control. Even before the accident, I felt as though I’d barely gotten through the end of last year. I knew that something had to change but I was so busy I couldn’t figure out what needed to go, and how. And worse, I found myself continuing to say “Yes”, instead of “No!” when someone asked me to take on new projects. Turning an already crazy situation, into a cycle of chaos. IS IT BRINGING YOU JOY? While I was stuck lying in bed, I decided to jump on the ‘KonMari’ bandwagon and find out for myself what all the hype was about. And guess what I discovered? Not only does this work for decluttering your t-shirts and books, but it also works for decluttering your life. I started looking at all the commitments I had, all the projects I’d taken on, and one
by one I started asking myself, “Does this bring me joy?” With every “No”, I looked further into why I’d said, “Yes” in the first place and what the consequences were for our business and our family if I decided to take a step back. And with gratitude, I started to let some go. LET IT GO. The results were me halving my workload, being able to spend more down time with my kids and being bedbound without the stress of wondering “How will I get this done?” Even better, the projects that I’d let go of are now being managed by people with more time to give them than I did. It’s an all-around win. So, before you find yourself forced into slowing down or stepping back, take a look at your ‘lifeload’ and consider this: If it’s not serving you, your family or your business, if it’s not bringing you joy, can you let it go?
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.
SHOUT OUT!
the ripple effect of giving BY SUE LIPTROTT
We’ve all heard the saying ‘it’s better to give than receive’ and research is now providing evidence that giving to others is not only good for the soul but also good for your health. It has been shown that giving and helping others can reduce stress, combat depression and help keep you mentally alert. When you participate in the act of giving, you stimulate the mesolimbic pathway (the reward centre in the brain) releasing endorphins and creating what is known as the ‘helper’s high’. These positive emotions reduce stress and boost our immune system, helping to maintain good physical health. But alongside the physical health benefits are wider mental health benefits that are even more
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than worthy of consideration: Firstly, it’s about perspective. When you start to focus on the little things you can do for others, you detract from worrisome thoughts that may be causing you stress. This shift alone will leave you with a more positive outlook and a real sense of perspective for all of the good things you have in your life. Secondly, it’s contagious! Giving has a ripple effect of happiness and generosity. The ‘helper’s high’ has a lasting effect and inspires those around us to give as well. It can encourage others to repeat the good deed that they’ve experienced, which as a whole contributes to a more positive community. Thirdly, it gives a sense of connection and
purpose. When we give to others, we not only make them feel closer to us but we feel closer to them. It makes us happy seeing someone else happy. Giving is an intrinsic part of human nature and can reduce loneliness and isolation and encourage a sense of belonging. You might consider yourself to have a generous, kind-hearted personality and whilst there is truth in that, it is easy for us to take for granted those around us. By not paying attention to the small acts of kindness that are so appreciated by others, we are taking away something that is naturally good for our soul and wellbeing. So here is my challenge: Set yourself a purposeful intent at home, in your work, in your community, to give without the expectation of receiving anything in return. You will know what you have given so take note of what it is you are receiving. Small changes can make a big difference to others, and to you.
Sue Liptrott is the Executive Officer of the Iris Foundation - Central Coast organisation that fosters resilience, hope and connections in our community as a means to reducing the risk of suicide. https://www.irisfoundation.org.au/ Iris Foundation’s 30 Days to GIVE challenge runs throughout the month of June to inspire giving to others in our community.
WRCoC | www.wyongchamber.com.au | 11
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OUR VOICES
MARKETING
TO MILLENNIALS BY SCOTT BEATTY It’s hard to believe that a little over ten years ago the iPhone was launched and social media was just beginning Yet in today’s climate, these two things alone have completely changed the way consumers make buying choices, leading to a change in the way we market and advertise. At the forefront of that change, and representing about a fourth of the entire population, is the Millennial generation. Meaning businesses today need to position their marketing strategies to appeal to these digital consumers. So here are some steps to consider to ensure your marketing is effective to Millennials.
Knowing your purpose is essential. It is your ‘What’ and ‘How’, and most importantly your ‘Why’.
KNOW YOUR PURPOSE 76% of Millennials say they make purchases based on what brands stand for, or for what they care about. Brands must have a purpose other than sales and profit margins. A brands purpose is its reason to exist, a vision for the future, and a story which resonates with other people.
DON’T ADVERTISE. SOLVE PROBLEMS 67% of Millennials say they would stop purchases and not support a brand when those brands do not align with their values and what they care about. We live in a time when authenticity matters. Millennials don’t like being sold to and they value brands that are authentic and honest. Ensure that your marketing is real and aligns with
1.
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UNDERSTAND YOUR AUDIENCE AND TARGET YOUR MESSAGE All consumers make purchasing decisions for varied reasons. Some purchases are made based on price alone. Others will be more interested in quality and service. Or maybe for aesthetics and design. It is vital to learn about your customers so that you can deliver the message for your brand that best connects with your audience.
2.
3.
your brand purpose. Listen to your audience and help solve their problems through what you do. Brands need to show they care about their consumers and care about the way they can improve products or services to meet the customers’ values. BE SOCIALLY RESPONSIBLE 50% of Millennials would be willing to buy from a brand if their purchase supported a cause. Millennials are driven by the causes they support and will also use their buying power and influence they have to drive change – plus being a socially responsible business owner, in general, is just good business. If you want to align your business with a cause consider these five areas;
4.
a.
Be Authentic – give from the heart because you want to.
b.
Choose a cause that aligns with your business values and your brand’s purpose.
c.
Contribute in ways that make a profound difference to both the cause you are supporting and your customer’s values.
d.
Ensure your partnership benefits everyone: the cause, the customers, and your brand.
e.
Be sure to share with everyone what you are doing, by creating engaging stories.
But not just any content. Use content that is engaging and meaningful to your customers. Create stories around your brand and its values. Keep it short and to the point. Engaging stories can encourage customers to talk about your brand. Let your audience use their reach and influence to become your advocates. BUILD BRAND TRUST 90% of Millennials will share their brand experiences online, and 95% will say their peers, friends, and family are the most credible source of information. Millennials want to be a part of the conversation, so don’t ignore them. Listen to their feedback and engage with them in conversation. They can be your biggest brand advocates. Millennials love to share their brand experiences, so encourage them to leave reviews and feedback. Word of mouth is one of the biggest drivers in gaining sales.
7.
SHARE CUSTOMER CONTENT 50% of Millennials trust user-generated content than any other media When your customers post content about their experiences with your brand, be sure to share it with your network. Every like and share expands your brands reach. Marketing to millennials is not about selling. It’s about connecting. Being authentic. Being an ethical business owner and delivering a great product or service.
8.
INVEST IN MOBILE 38% of Millennials say brands are more accessible and trustworthy when they use social rather than traditional advertising. Now we know our - Who, What and Why, it’s time to start engaging customers. Mobile is a must to reach millennials effectively. Optimise your brand’s engagement online for speed, viewing, and delivery. It will improve the experience your brand brings to your customers.
5.
CONTENT IS QUEEN. CONTENT RULES THE ROOST 41% of Millennials say the main reason they abandon content is that it is too long. If you are using online marketing, then you are going to need content and lots of it.
6.
Scott Beatty is the Owner and Creative Director at PSD Brand Design www.psdbranddesign.com.au/
WRCoC | www.wyongchamber.com.au | 15
OUR VOICES
STRONGER THAN MY EXCUSES:
MOTIVATION DOESN’T WORK BY JULIE WATSON
We’ve all been there, pumped-up and motivated, at a conference where the speaker gives great advice that gets you re-inspired to chase your goals and dreams. You feel great. You feel ready. You can’t wait to get started. The next morning you jump up and follow the instructions. You’re excited. You’re energised. Then…life happens. The kids need a lift to school early. Your partner lost a major client and you might need to work extra days to help make ends meet. There’s no milk for breakfast. Little by little, the excitement turns into overwhelm and the motivation begins to fade. Your dreams are—once again—put on hold. Where is the motivation when you need it? How can you stay inspired after the speaker has gone? How do you force yourself to act? YOUR ‘TO DO LIST’ IS KILLING YOUR DREAMS Most of us have a ‘To Do List’: Make sales calls, book into the seminar, follow up on
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emails, prepare the newsletter. But where are your dreams on this list? If there is nothing on your list to propel you towards your goal—no matter how big or small—then there will be zero progress. You’ll find yourself stuck in a cycle of only ever staying where you are. So, when you want to move towards a goal, stop a bad habit or start a good one, add it to your daily ‘To Do List’. And then, get up a little early to give yourself some extra time. Take that one thing on your list that will move you towards your goal and prioritise it. Do a Google search of the topic. Call someone who has done it before. Find out how much it might cost. Book into a networking event. Something must be on your list every day. Then simply start! SET YOUR GOAL THEN FORGET IT…JUST LEAN IN Decide what you want. Write it down. Then, forget it. Don’t focus on it more than a few minutes per day. Understand that you are
working towards it. For example, building a massive wall could seem overwhelming. Write something on your list that will help to lay the first brick. Lay it perfectly so that the next day the second brick will fit perfectly as well. Before you know it, you’ll notice something amazing happening. It’s called momentum. Your wall is taking shape. Your new neural pathways are becoming stronger. You are forming a new habit. The habit of taking action. External motivation is no good when your belief in your goal is still a little shaky. No-one helps you maintain it when you really need it. But,
by taking small actions and progress towards it each day, your goal will begin to take shape and you will begin to motivate and inspire yourself. What are you waiting for? Get started today and never give up.
“If there is nothing on your list to propel you towards your goal—no matter how big or small— then there will be zero progress.”
Julie Watson is the General Manager and Founder of ‘In The R.A.W. Creative ™’. A successful Central Coast businesswoman for over 35 years and author of two e-Books, she now helps people to find their own inspiration through the ‘Stronger Than My Excuses’ presentations and vlogs. Twitter: @JulieWatsonCCC
WRCoC | www.wyongchamber.com.au | 17
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SHOUT OUT!
THE BENEFITS OF
NETWORKING
IT’S NOT ALL ABOUT PITCHING & SALES BY GEORGIA THOMAS
Networking events provide a great opportunity to promote your business and make introductions to further your entrepreneurial goals. But there are other types of connections that are often overlooked. Micro businesses and small ventures that operate from home-offices make up a large part of our local business community. And despite the number of connections those business owners may have on social media, their daily interaction with humans on a face-to-face basis is often quite limited. While that might enable them to focus on their business, there is a very real risk that the form of isolation created for that purpose, exposes them to two conditions that aren’t as productive. 1. STAGNATION One of the many challenges faced by small business owners is the struggle to remain competitive in our particular industry. It’s important to know your line of work backthe-front and inside-out. So, there’s always 20 | Northern Voice | Issue 1 - February 2019
something new to learn, and other humans are a good source of information. It might be a chat with someone that highlights procedural changes in your industry, or a conversation with the client of a competitor that confirms you’re on the right track; but talking face to face with people is a great way to keep you motivated and prevent stagnation. Feedback from colleagues can give you the confidence to put information and theories into practice. 2. LONELINESS Working from home can be lonely. Sometimes we don’t realise how isolating it can be until we spend time with other business owners, and benefit from the moral support that can be found in a problem shared. Some people avoid networking events because they don’t always feel like pitching or selling, but not all networking has to take that form. Networking is just an opportunity for social interaction and you can make it just that, if that’s
what you need. “Instead of opening a conversation with a pitch, just ask someone how their week has been, and see what happens.” Small business owners are multi-faceted. Many of us have children, families and commitments that extend us to our limits sometimes, and talking about that helps. It’s good to know that we’re not alone during what might be a particularly trying time. If we never venture to talk about our shared experiences - illnesses, aging parents, financial setbacks, failed marketing campaigns, etc – then it’s very easy to believe that we are alone. WHERE TO START? Reading articles and exchanging ideas online will only take us so far in the pursuit of industry knowledge and real connection. It’s a great place to start, but the advantages offered by face to face contact and conversations, are worth the extra effort. There are lots of groups who host events, so do a bit of research into what’s happening in
your region and involve yourself. Commit to it as an investment in ‘you,’ as the driving force of your business. If you’re nervous, invite a friend to come with you a few times, but remember, it doesn’t have to be about pitching your business – just connect.
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
PSD BRAND DESIGN | BRAND AGENCY
Don’t just think better. Think Different. And, stand out from the crowd.
MARKETING | DESIGN | WEBSITE | SOCIAL
Differentiate your business. Through marketing, design and website solutions, we help you find what makes you unique.
Think. Brand.
Tel. 02 4329 4209 www.psdbranddesign.com.au WRCoC | www.wyongchamber.com.au | 21
OUR VOICES
INCREASING
SALES CONVERSIONS PROVIDE A RELEVANT, POWERFUL & COMPELLING OFFER BY PATRICK ZULUAGA
Many businesses have invested in promotions that generate minimal results – at best – and generally, that’s because they are missing a few key ingredients. In the last issue of Northern Voice, I looked at increasing repeat business, and this month I am talking sales conversions. Your promotional marketing must include relevant, compelling and powerful offers for your target markets to drive them to take the desired ‘call to action’ within a specified timeframe. Here are 5 easy steps to increase your sales conversions: STEP 1 – DETERMINE THE KEY OBJECTIVE FOR YOUR PROMOTIONAL CAMPAIGN This is the foundation of your success. It allows you to focus on how to achieve your marketing objective. Do you want to capture qualified sales leads or build up a prospective list? Do you want to drive sales online or via a retail outlet? Do you
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want to promote an event and secure attendees? Focus your efforts on achieving your key objective and implement the next steps to double or even quadruple your sales conversion rate. STEP 2 – DEVELOP AN OFFER THAT IS RELEVANT, COMPELLING AND POWERFUL FOR YOUR TARGET AUDIENCE It is essential to have an offer that is ‘irresistible’. Think AIDA (Attract their Attention, generate their Interest, create their Desire and give them a call to Action). You must give potential clients a reason to act. The offer must be perceived as valuable for your target audience. The greater the perceived value of your offer the greater is the likelihood that they will seize on the call to action to take up your offer. STEP 3 – TELL YOUR TARGET AUDIENCE HOW TO TAKE UP YOUR OFFER Never assume that your target audience will know what to do next. Make sure it’s
obvious by telling them what they need to do. Use action words in i.e. call now, get more information, buy now, save now, book now, download now, register here, preferably linked to a supporting landing page! STEP 4 – DISPEL THEIR FEARS Put yourself in the place of your target audience – what can you do to substantially reduce the friction in taking up your offer. You can do this by building credibility, thus diminishing perceived risks. You can also include service guarantees, warranties, certifications, customer testimonials, free trial periods, demonstrations, return policies, privacy statements or case studies etc.
STEP 5 – MEASURE THE CONVERSION RATES TO IMPROVE YOUR MARKETING MESSAGE Make sure you track and measure the conversion rates of your offer. Using this to finetune your marketing message will help to continually improve your conversion rates. Remember to always sell the benefits and use emotive language in your promotional copy. Paint a picture for your target audience deriving the benefits from taking up your offer. By following these five steps you can make sure every promotional campaign is primarily focused on generating a response that converts into a sale and keep your business
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/
WRCoC | www.wyongchamber.com.au | 23
SEEN!
WRCOC NEW MEMBERS LUNCH
AT NEXUS SMART HUB
On 17 May the WRCoC welcomed several new members and enjoyed lunch before embarking on a tour of Nexus Smart Hub.
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CALENDAR OF EVENTS
22ND JUNE
23RD JULY
Annual Business Awards & Gala Evening Have you purchased your early bird tickets? Don’t miss out! Kooindah Waters Resort 6:30-11pm
WRCoC Dinner Pullman Magenta Shores Resort Grazing Table, networking and prizes Tickets $35/members $45/non-members Save the date!
10TH JULY WRCoC Social Lunch Bring a friend and join us for lunch! Siam Terrace Wyong 12-2pm No need to book, just turn up and order. Contact Glenn Zocher glenn@studio2you.com. au or Joanne Cho joanne@ organicpropertygroup.com.au for further details.
27TH AUG AGM + Event Wyong Race Club 5:30-6:30pm AGM 7pm Event We will hear from Sharon Foster from Tradestart Save the date!
WRCoC | www.wyongchamber.com.au | 25
MEMBER DIRECTORY CLICK HERE FOR DIRECTORY
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