Entrepreneurial Profiles • Social Media • Business

august 2009

Wiki Talkie
page 2

R-E-S-P-E-C-T
Networking
page 4

Disciplining
Your Profits
page 14

Business Evolution:
Who Will Survive
page 17

j a son w ea v er :

Audibly successful
 minds e t s , s t r a t e g i e s & t o o l s e t s t o e n g a g e

New Berlin, WI • Email: cd@sohobiztube.com

August 2009

SKOBEE | SHADOWS | GROVEE | YOUTUBE | ZIMBRA | FURL | SMUGMUG | NEWSGATO | BLOGNISCIENT | TIN FINGER Entrepreneurial Profiles • Social Media • Business
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2 Wiki Talkie 13 Garage Band Startups
Jessica Steinhoff Jeff Larche
Contributing writer for Spreenkler, LLC Digital Solid
Phone: 262.353.6562 Phone: 847.317.1575
Email: info@spreenkler.com Email: jlarche@gmail.com
WEDnESDAY, AuguSt 12, 2009 FROM 8:30AM - 4:30pM At
JOIn uS
ChICAgO-KEnt COLLEgE OF LAW - 565 W ADAMS StREEt, ChICAgO, IL 60661 3 Become A Business Idol 14 Disciplining Your Profits
Barry Moltz Jason Kayzar
Shafran Moltz Group MC2 Incorporated
Phone: 773.837.8250 Phone: 414.788.1800
Email: bjmoltz@yahoo.com Email: jasonkayzar@mc2wi.com

jaso n weaver: 4 R-E-S-P-E-C-T Networking 16 Navigating International

Audibly successful Jason Jacobsohn
The Executives Profit
Tax Waters
Michael M. Berzowski
Phone: 773.368.0229 Weiss Berzowski Brady, LLP
Keynote - Jason Weaver, founder & CEO of SWAY Inc. Email: jason@theexecutivesprofit.com Phone: 414.270-2519
Developer of Web 2.0 tool Shoutlet. SWAY has clients such as Ebay, Sara Lee, Email: MMB@wbb-law.com
Kmart, Rayovac, Fiskars, Yamaha, Allstate, & Miller Brewing who utilize Shoutlet. soho advisory board 5 Creating Comfort In
Six Tracs will walk you through understanding and developing your “90-Day Social Media Steve Glynn, Spreenkler
The Office
Aga Artka
17 Business Evolution:
Who Will Survive?
Strategy Draft” social media strategy. Each trac is hands on and information rich. Advisory Team President Aga Artka Interior Design Steve Fretzin
Phone: 414.213.4218 Sales Results Inc.
Presenters include Cindi Thomas of Fullhouse, Erica Conway of C2 Graphics, Adrian Zilvetti, Disciplined
Email: contactme@agaartka.com Phone: 847.317.1575
Scott Baitinger of Mader Communications, Rishi Shah of Flying Cart, Steve Glynn of Spreenkler, Financial Services Inc.
Email: steve@salesresultsinc.com
Barb Rozgonyi of Cory West Media & Chicago Social Media Club & Master of Advisory Team Vice President
Ceremonies given by Stephanie Kern of VanderBloemen Creative. A morning and afternoon 6 Pack It (All) In
social media panel discussion will be moderated by Sue Spaight of JIGSAW, LLC.
Stephanie Kern,
VanderBloemen Creative
Katie Cianciolo
CruiseOne
18 Plan On Succeeding
Carl Wise
Phone: 262.347.4776 360 Direct
Attorney Katherine Andersen,
Email: travel@wi.rr.com Phone: 414-464-5000
Cost of this day long workshop is $125 per person and includes Women’s Angel Network
Email: carl.w@360direct.com
breakfast, lunch and 10 page Social Media Strategy, Jason Kayzar, MC2 8 Minimize Risk to Maximize
Tracy L. Coenen, Business Potential 20 Out Of All The Workshops
For presentation times, more information or to register for this event visit SOhOBIztuBE.COM. Sequence Inc. Forensic Accounting Jason Seyfert Around Town Why Register For
Northwestern Mutual SOHO Naked Biz Growth?
Scott Baitinger Financial Network
TWITTER HASHTAG - #NBGCHICAGO Cd Vann
Mader Communications Group Inc. Phone: 414.358.5110 Owner & Publisher of Magazine Soho
Email: jason.seyfert@nmfn.com
Jeff Larche
Digital Solid
Scott Baitinger
Heather Nill MADE® Communications Group, Inc.
National City Bank 262-241-0011
Email: scott@madercom.com
VanderBloemen Creative LLC
marketing
A SpECIAL & advertising
thAnKS tO for smallCO-SpOnSOR
OuR businesses RF Reid & Associates Marketing Agency
we like to watch: www.sohobiztube.com 1

twitter
“...Twitter users found themselves not just
following the firsthand accounts of protesters
but befriending them and learning about
other aspects of their culture.”
facebook
“Facebook-based study groups, Twitter
conversations and the many social-
networking technologies still taking shape
hold enormous potential for making learning
more of a democratic discussion...”
mindbounce
“Milwaukee-based entrepreneaur Said
Hamideh says that social technologies like the
ones behind his new company, Mindbounce,
let learners study what’s going on abroad in
a way they rarely get to in the classroom...”
2 we like to watch: www.sohobiztube.com
transparent thoughts
Wiki Talkie
Building A Global Culture of
Learning Through Computers,
Conflict and Collaboration
Jessica Steinhoff
The events surrounding the disputed election in Iran have illustrated the
great impact online communities can have when it comes to breaking down
cultural borders. In a matter of days, thousands of Twitter users found
themselves not just following the firsthand accounts of protesters but
befriending them and learning about other aspects of their culture.
It’s the kind of thing many of us only learn about in theory in school.
But thanks to social technologies, developing a new, more collaborative
definition of learning can be the process of revolution – an educational
revolution.
Facebook-based study groups, Twitter conversations and the many social-
networking technologies still taking shape hold enormous potential for
making learning more of a democratic discussion, and a worldwide one at
that. While Web developers design the platforms, it’s the users themselves
who determine what social technologies become – in particular what they
mean to those who use them.
One of the biggest barriers to unleashing the true potential of these
technologies as learning tools involves pushback from those who are
unfamiliar with the culture of Web-based social networking, and who
are perhaps uncomfortable giving up some of their power to dictate
knowledge. Last year, a computer engineering student at Ryerson College
in Toronto was nearly expelled after forming a study group on Facebook.
Some university officials viewed it as cheating, even though many social
technology fans consider Facebook the next phase of coffee shop culture –
and even though group dialogue, both online and off, is the status-quo
learning tool at many corporations.
So, while getting feedback on an academic essay from the university writing
center might be kosher, getting feedback from a professor one state over
might not be if it takes place online.
This kind of conflict isn’t necessarily a bad thing, especially if you consider
the ways that learning takes place through social technologies. Group
processes, like those that underpin Twitter conversations, wikis and
even face-to-face class discussions, are inherently fraught with conflict.
It’s sifting through the kernels of disagreement – and learning how to
understand a problem or issue from another person’s perspective, be it
cultural or ideological – that helps transform observations and ideas into
critical thoughts and workable action plans.
And social technologies let new voices from around the world participate in
the process of building and analyzing knowledge.
Milwaukee-based entrepreneur Said Hamideh says that social technologies
like the ones behind his new company, Mindbounce, let learners study
what’s going on abroad in a way they rarely get to in the classroom:
WBB3113 4x5 B-W Ad.indd 1
business insanity
through discussions with students and teachers located
in a different part of the world. Instead of reading case Become A
studies in books, learners can hear about problems – and
problem
solving – that are taking place right now in a different
Business
culture and time zone.
Idol Barry Moltz
“How awesome would it be if, say, an economic
development course in the U.S. could learn from top-
notch grad students from Ghana or Nigeria?” Hamideh “American Idol” auditions were in Chicago this summer.
said. “There’s no reason that American college students Being a fan of the show, I decided to venture down to the
shouldn’t be learning from experts in other countries.” United Center to see firsthand what all the fuss was about
and try to find the next American Idol.
In the case of Mindbounce, these sources of knowledge –
graduate students, lecturers and professors near and My sons also reminded me not to audition for the show!
far – are compensated not only for their expertise but for
I met a lot of young people with two things: talent and
the time they spend mentoring the student researchers who
passion. I asked many of the contestants after they exited
are the company’s clients. This also makes it possible for
the auditions about their long day. Many had to get up
academics in relatively poor areas to develop the resources
in the middle of the night to drive to Chicago to be in
needed to strengthen their communities, whether it’s
line by 5 a.m. They then waited in line for four hours and
vaccination projects or water-purification programs.
sat in line for four hours. The entire time, they nervously
In other words, creative use of social technologies gives practiced their audition privately in public.
people a way of enacting socially conscious ideas and
All of the people I interviewed were disappointed they
seeing their impact locally, building bridges between
did not get the golden ticket – in fact, these were the
cultures in the process.
auditions for the official judge auditions to be held later
this summer. However, all of them still had enough
passion and spunk to sing me their audition. Watch the
video at my Web site: www.barrymoltz.com
People always ask me about what it takes to be successful
in business. Strangely enough, it’s the same thing it takes
We Find Answers to be successful on “American Idol” – talent, passion,
practice, luck and timing.
Talent: Fortunately, we are all born with some form
of talent. It is up to us to discover that talent and how it
can best be used to support our goals.
practice:We can have talent, but unless we let go
of the arrogance of how good we are, we will never get
anywhere. Professionals need to practice their talent, over
and over and over and over again.
passion: It is something that is inside us once we
find that thing that really lights our fire. We all have it, so
never give up searching for it.
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Process Black
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 networking transparent d-zine
R-E-S-P-E-C-T Networking Creating
Jason Jacobsohn
Comfort In
Though it seems obvious, many people need a constant reminder The Office
that it’s important to treat people with the respect they deserve – Aga Artka
no matter what. Without proper treatment, When it comes to commercial interior design, comfort
people won’t want to do business with you. and convenience remain high on the priority list.
Always consult a professional when designing or
When you meet people for the first time, be polite and treat them with respect. Even if you redesigning a workplace to ensure the most-efficient
don’t want to talk to someone, make an effort to be nice and make the person feel like you and effective solution.
care about the conversation.
B e polite

If you have to leave a conversation, use good judgment about when you should cut the talk
short. Don’t be rude about it. The last thing you want to do is create a negative impression of
Ergonomic seating
yourself in networking circles. Even with today’s mobile office times, it is still very
important to invest in a well-designed and engineered
For people you have met before and happen to see again, the same attitude is important.
office chair that provides active lumbar support and
Be polite when interacting with these people. By having this mutual respect with others,
networking and doing business will be a more pleasant and effective experience. allows for continuous blood flow to the legs, and adjust
the arm rests and the seat pan. Studies have shown that
women sit much differently than men, hence a specific
Following through with people is one of the most important aspects of networking. Whether “pear-shape” chair introduction that responds to
Follow Thro u g h

you promised to provide some information, make a connection or help with a project, it’s female sitting habits such as upright body positioning,
imperative for you to fulfill your promise. Otherwise, people won’t take your networking elbows kept closer together and a lady-like, legs-
efforts seriously. People too often don’t follow through after these conversations. together sitting style.
By not following through, you aren’t treating people with the same kind of respect that you

Acoustic comfort
would expect from them. After you tell people you will act on a promise, you have expended
some of their time and effort. The last thing you want to do is waste anyone’s time.
As much as an open office environment might look
The chances of building a relationship with individuals become more difficult when you
First Edge Ad appealing at first, acoustic concerns must be taken
don’t follow through. By following through, you are taking the next step in forming a new
relationship. This is vital to expanding your business network. Make yourself stand above the into consideration. Although the initial cost might be
crowd and do what you say you will do. less, an open office layout can lead to further expenses
from employee distraction, stress and interference with
telephone conversations and the normal work routine.
Another great way for you to stand apart and to treat people nicely is to constantly think of To eliminate some of this noise, solutions like white
ways to help them. Whenever you come across something that you think someone in your noise systems, movable partitions, soft surfaces like
thin k of others

network can use, share this information with them.

carpeting, window treatments and textured wall finishes
For example, if you read an article about a certain industry or technology that you think your can be specified.
contact at XYZ Company would like to read, e-mail or mail it to this person. Your contact
will appreciate your thoughtfulness.

You also can think of others by making an introduction, providing event information,
remembering birthdays, and inviting people to lunch. In networking, you want to make sure
you stay in front of people so they remember you.

By constantly thinking of others, you will make a good impression and come across as
someone who takes business relationships seriously. This is very important in networking
circles. Because of your efforts, people should see your generosity and treat you well.

4 we like to watch: www.sohobiztube.com we like to watch: www.sohobiztube.com 5


Pack It (All) In
Katie Cianciolo
With all the fees that airlines charge for luggage, it’s important
that you pack minimally but still have those important items.
Be aware of what airlines charge for reservations by phone,
redeeming frequent flyer miles by phone or online, in-flight
charges and baggage fees.
Baggage fees vary for the first piece from free to $15. The
charge for overweight bags – more than 50 pounds – is
anywhere from $30 to $150. Large-size baggage will incur fees.
A summary of all these fees can be found on my blog at www.
FunByTheTon.wordpress.com.
Make sure to check what you are allowed to carry on and what
can be in checked baggage. Go to www.TSA.gov for the most
updated information. Luggage locks, if used, must be one of
the approved TSA brands like Safe Skies or Travel Sentry.
Choosing the right luggage can make or break your trip. In all
the testing, Eagle Creek Velocity has been tops. Good wheels
are the key. They need to roll easy over uneven terrain, soft to
lessen noise and durable enough to survive a few vacations.
Luggage needs to be able to zigzag
through crowds and corner like a
motorcycle without tipping over. So
in choosing the ideal wheelie bag,
look for:
✈✈Durable nylon fabric, like Cordura or ballistic.
No polyester.
✈✈Recessed rubber urethane or inline-skate material wheels
and feet close to the edges. Some have 360-degree wheels
for better maneuvering, especially with two bags.
✈✈At least two handles, one on the side and one on the
bottom for lifting.
✈✈PVC covered trim.
✈✈Telescoping handles.
‘‘
‘‘
Baggage fees vary for the first piece from free to $15. The
charge for overweight bags – more than 50 pounds – is anywhere
✈✈Extra compartments and expandability.
from $30 to $150. Large-size baggage will incur fees.
6 we like to watch: www.sohobiztube.com
biz travel
As for color, I look for anything but basic black, so it stands
out in the crowd.
Packing Tips
Pack-Mates and Ziploc bags – compartmentalize as much
as possible. This makes unpacking and sorting very easy.
Those space mate bags (roll the air out) will allow you to
pack more and are great for winter travel. I’ve actually had
airport security call the others over and comment on how
organized my bag was.
With clothing, stick to one color scheme and plan to layer.
Pill sorters, small plastic jars or jewelry rolls work great for
organizing. Remember to leave the expensive bangles
at home.
Rolling clothes up also is a way to keep wrinkles at bay. If
you are packing a carry-on, clothes can be folded in after
laying them on the bottom, then layering, then folding in the
sleeves etc.
Make sure anything liquid, like cosmetics, are in plastic bags
and in your checked luggage.
If you’re planning to bring back artwork or posters, pack a
tube ahead of time. Or, if planning to visit a vineyard, there
are great packages for wine bottles in your luggage.
There are those few items that have come in handy more than
once: Duct tape, a small power strip with extension cord,
bungee cord, flashlight, travel clock, rain poncho and small
backpack. Visit me on Twitter and let me know your favorite
item. I also take my own flight pillow, blanket and eye mask.
You never know when there’s an extended airport stay.
My netbook computer has really lightened up my travels,
rather than a larger laptop. I load my photos, write my
travel logs and play games. My next wish is to get a Kindle
for reading.
Happy travels to you.
we like to watch: www.sohobiztube.com 7
 finance
Minimize Risk to Maximize
Business Potential Jason Seyfert aga artka interior design
Functional and sustainable interior design solutions...For your oFFice or home.

“Risky Business” takes on a new meaning to the entrepreneur who excitedly opens the doors, real or virtual, for business on
that first day and awaits customers. As any entrepreneur knows, one can work hard, create a good product and maintain good
business relationships – do everything right – and still some future events are beyond one’s control. A whole host of unforeseen
possibilities can dash the dream, including the impact of a disability suffered by you or an employee.

Planning for success requires taking a hard look at where the business is vulnerable. Statistically, you or any of your employees are
three times as likely to become disabled during your working years as you are to die.1 A sound risk management
plan’s purpose is to lessen the impact of a disability on your business.

What are your options? There is
coverage to protect human capital and coverage
to protect your ability to do business. The specific
types of insurance you need will depend upon the
type of business you have and how you conduct
that business. But selecting the right coverage
for your business should not be a “deal or no
deal” decision. The challenge is to find the right
combination of policies that provide protection
without duplicating coverage.
Protecting Your Employees. As
your company grows and you add employees, it
becomes increasingly important to protect your
human capital. Quality employees are vital to
the success of your business. Offering disability
income insurance to protect your employees can
also help you to create a competitive benefits
package, which can enhance your recruiting and
retention of employees.
While most states require companies to carry
workers’ compensation to cover the cost of
work-related injuries, it’s important to keep in
mind that only about 4 percent of long-term
disabilities are job-related.2 The major causes
of disability are diseases, such as cancer, heart
disease and diabetes.3
Valuable disability income protection can be
provided for employees through group disability
income insurance, individual disability income
insurance, or a combination of the two.
Protecting Your Ability to
Do Business. Protecting your employees
certainly makes good business sense, but what
• Disability Resource Center: Disability Insurance Statistics, 2007. • National Safety Council JHA, 2002, U.S. Group Disability Rate and Risk Management Survey
• America’s Health Insurance Plans survey conducted by Harris Interactive, 2008.
happens when a loss directly impacts your bottom
line? How will you provide the money to keep
your business running if you or another owner
essential to maintaining the income becomes
unable to work? There are specific types of
insurance to consider:
form follows function is my motto. It is a principle associated with modern
architecture and industrial design in the 20th century. I make sure that the spacial needs
• Disability overhead insurance can provide and the functionality of a given area is thought through first before the final design solution
needed cash to meet business expenses such is presented. Functional and sustainable interior design is an investment, not an expense.
as rent, payroll, benefits, utilities, taxes,
maintenance costs and others. ph 414.213.4218 • email: contactme@agaartka.com • www.agaartka.com LEED AP AccrEDitED
• Disability key person insurance can help
your company weather the disability of a key
employee.
• Disability buyout insurance can help purchase
the business interest of a totally disabled owner.
Developing Mindsets, Strategies and Toolsets To Engage
Protection That Grows Along
with Your Company. With a lot of
hard work and a little luck, small businesses do
prosper and grow. The right risk management
plan also must evolve to protect your business
through all its phases of growth. Keep in mind
that there are as many additional types of
insurance coverage as there are unique business
needs. That’s where an experienced financial
professional can help you focus on your current
and future business risks to select the right types
and amounts of coverage to meet your ongoing
needs. Partnering with a financial professional Workshops Where Your Notes Become Strategies
gives you the benefit of another expert keeping a Social Media becomes a Mindset - And You Select Tools To Engage.
watchful eye on the growth of your business.
By lessening the effect of serious potential
business problems with a sound risk management
Chicago, Illinois - Kent College - August 12, 2009
plan, you protect and enhance your potential for
business success.
Appleton,Wisconsin, Liberty Hall - September 17, 2009
Des Moines, Iowa - November 4, 2009

Article prepared by Northwestern Mutual with the cooperation of Jason T. Seyfert. Jason Seyfert is a Financial Representative with Northwestern Mutual Financial RSVP at http://www.sohobiztube.com - follow us on Twitter: @thatwoman_soho
Network the marketing name for the sales and distribution arm of The Northwestern Mutual Life Insurance Company (Northwestern Mutual)(NM), Milwaukee,
Wisconsin, its affiliates and subsidiaries. Financial Representative is an insurance agent of NM based in Milwaukee, WI. To contact Jason, please call (414) 358-5110,
e-mail him at jason. seyfert@nmfn.com or visit his Web site at www.nmfn.com/jasonseyfert. CA license number 0F40533.

8 we like to watch: www.sohobiztube.com we like to watch: www.sohobiztube.com 9

 - by Meghan Martin

You might be surprised by the answer you get if you asked Jason Weaver,
CEO and founder of SWAY Inc., what he listened to on his drive to
work today. He mentioned that while many deem his conservative and
professional attire indicative of a “Dave Matthews guy,” the CD that never
leaves his car is Run DMC’s “Raising Hell” – and that his all time favorite
band is Nine Inch Nails.
“What I enjoy most is the variety of people that I work with,”
Weaver said. “In the morning, I will be hanging out with people
However, a closer look into his past and the passions that drove him into the
industries he loves would make his answers not seem so surprising. from GE and by the afternoon I’ll be talking about how to sell
With degrees in audio engineering and marketing from Ohio University, Jason
more cheese. I enjoy how excited clients get about social media.”
set off to Los Angeles.
www.s w ayo nline.c o m
“I wanted to be Puff Daddy,” he said of his goals to be a record producer and
start his own label.

Ultimately, this dream of his never came to fruition, but after putting in a
résumé to JBL while working as an audio visual tech at the California Science
Center, he got the call to be a product training manager at the audio company.

“The cool thing was through JBL, I got to meet everyone famous anyways,”
he said.

Soon after, he launched Mixdown Magazine, a publication he created to

show audio recording and music students how to get into the field of record
producing. Getting paid to do what he loved, he continued to mingle with
those in the music industry, interviewing Shirley Manson as well as Greg
Ladanyi, the record producer for Fleetwood Mac.

He continued to work within the realm of his passions with jobs at Sonic
Foundry, as the product manager for Soundforge and Acid Music, and later as
the marketing director for Broadjam.com, an online music community.

It was during a short stint with an ad agency that Jason was faced with
resistance. When his suggestion to begin utilizing social media was turned
down in favor of the traditional media outlets, he left the company and
launched SWAY Inc.

Jason recalled that the biggest compliment he ever received was from Toni
Sikes, CEO of the Guild Inc., an art community.

“She said that she admires my perseverance,” he said. “One thing that I’ve
learned is that you have to focus on the positive every day. Most businesses
fail because of a short-term problem. In my five years of running SWAY, I’ve
nearly quit many times. I’ve been ready to walk out the door and then suddenly
a contract comes in.”

He added that the biggest challenge he faced during the beginning days of
SWAY was fear. He had a fear of having nothing to fund his organization, and j a s on we a ve r, ceo & f o und er:

Audibly successful
fear that his undertaking really was just an idea.

With his perseverance and ability to identify opportunities, he not only

successfully launched SWAY, but also has helped his many clients successfully
leverage their social media campaigns.

“In the five years doing social media, we have never not found an audience for
a client online,” Weaver said. “From irritable bowel syndrome to truck drivers,
I’ve found every single person in some capacity.”

Jason also has relished in the success of his product, Shoutlet. He’s enjoyed
watching his customers help evolve Shoutlet from a simple marketing tool into
the communications platform it is today.

10 we like to watch: www.sohobiztube.com we like to watch: www.sohobiztube.com 11


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12 we like to watch: www.sohobiztube.com
going beyond web 2.0
Garage Bands Startups
Jeff Larche
The title of this is a double twist. The two sources are the well-
known Christian rejoinder, abbreviated as WWJD?, but also,
and especially, a riff on the book “What Would Google Do?”
from earlier this year by Jeff Jarvis.
His book, my favorite business book so far this year, explores
the New Economy principles that Google has applied to
become such a media powerhouse. It then applies these
principles to other industries, imagining how they could re-
engineer themselves to survive and even thrive.
I’m suggesting that Jarvis might have looked at how the home-
grown music business of small-potatoes bands – the “garage
bands” of today – could have been nearly as effective a model
than Google. The fundamentals of how most startup musical
acts are doing business today were described in this blog
post, suggesting that music is going back to the time of street-
corner singing for handouts (also known as busking).
Garage bands (and yes, just about any other type of aspiring
recording act) are taking the technologies that are familiar
to their target market and using them in ways that are new
and effective. In an odd way, it is these seat-of-the-pants
performers who can serve as some of the best inspiration for
businesses large and small.
2:19 PM Page 1 A Chance To Go Backstage
Last summer I attended a performance by an appealing quasi-
country band called Little Big Town. This hardworking band
has turned their blend of small town spunk, some country
posturing, and an uncanny interpretation of Fleetwood Mac
into a good living for its members. I saw them when I joined
some friends at a local county fair.
I was in for a surprise, just when I thought the concert – in
a racetrack-turned-bandstand – was going to leave me little
to think about except how conspicuous I looked in a sea
of Harley-Davidson leathers and pewter belt buckles. The
audience had just been treated to a set of crowd favorites and
cuts from their latest CD when the female lead singer said,
“Would y’all like a chance to come backstage after the show?
Just text ‘LBT’ to this number.”
What she then read off was a cell phone short code. You text
a message to one of these numbers, it texts back a request for
confirmation and you’re subscribed. I looked around me and
i335 by Motorola
a full one-third of the audience was texting away.
At the end of the concert I walked away marveling at what
this band had done to build their following. And no, I didn’t
win the honor of meeting the band, although the winner was
announced to great fanfare just before the encore song. In the
many months since, I’ve received occasional texts with links
to their mobile-friendly Web site.
The texts offerred chances to hear yet-to-be-released
songs and gave early-bird announcements of nearby live
performances. None of these things cost a lot of money, and
they reach their core audience where they live – on their cell
phones.
Revitalizing The Real
Estate Industry
Few industries need this type of low-cost marketing alchemy
more than real estate. As home values fall, the last thing
a home seller wants to do is “give away” 6 percent of sale
proceeds on a realtor’s commission.
Whereas the traditional real estate industry would say they
deliver solid value for this commission rate, the consumer is
replying, “Sorry, I can do better.” It’s an exchange that sounds
uncannily like what traditional record labels have had with
recording artists.
Donald Moore, with Houses100.com, is a typical real estate
professional who has listened to the marketplace. “When
you do business the way it’s always been done, that standard
commission makes sense, because the hard costs of selling a
home are high. The trick is to automate as much as possible,”
Moore said. “And also, to use technology to save clients time
and headaches.”
An example of what he’s been trying with his business is
virtual walk-throughs sent right from his iPhone to the
smartphones of prospective buyers. Another idea he’s
experimented with is bar codes displayed on For Sale signs
that consumers can capture using their cell phone’s camera
and transform into a Web address with deep details about that
property’s features and amenities.
It’s technology that adds value to his target market’s cell
phones. And it cuts down on the biggest investment a home
buyer must make aside from purchase price: the hassle of
touring homes that wind up being “poor fits” – not nearly
what they wanted to buy.
From a business perspective, these tactics are low-cost and
“scalable.” They allow for greater efficiency reducing costs
exactly when they are elevating perceived value.
Are you in an industry that sees costs rising and perceived
value dropping through the floor? Maybe you should ask
yourself, “What Would A Garage Band Do?”
we like to watch: www.sohobiztube.com 13
 (un)WIRED
Disciplining Your
Profits Jason Kayzar

“Under pressure –
that burns a building down,
Splits a family in two,
Puts people on streets”
– David Bowie & Queen “Under Pressure”

Change is good, right? Are you enjoying all of the change we are currently
experiencing? Politics aside, change can be challenging to say the least. Rarely
does change involve an unexpected influx of millions of dollars, coinciding with
an unexplained loss of three pants sizes. Usually, as is the case now, change
involves some level of stress, pain and/or discomfort. How we deal with this on a
personal level becomes how we deal with this on a professional level.
This mind-set, once embraced, has really changed my perspective. How often do you visit your most profitable customers?
When’s the last time you updated all of the info in your client contact lists? Discipline can make your life easier and more fun,
but it also can make life much harder and less enjoyable. The thing to keep in mind is that there IS a pot of gold at the end of the
rainbow – both figuratively and literally. You won’t get any new customers if all you do is call on the existing ones. You won’t get
anything done until you have the discipline to prioritize your day and do the hard stuff first.

So you’re frustrated with change, and you need help, right? You’re in luck, because
David Campbell said it best: “Discipline is
I can help you! In fact, I can help you make more money than you were making a remembering what you want.”
year ago, and give you more free time in the process! What’s the secret? Lean in
real close, and I’ll tell you – discipline.

Discipline is the easiest thing to overlook when times are good (when change just
means wearing different clothes to work each day). Discipline is what gets you
(me) through the worst of it, and lack of discipline is what sinks even the best of At the VanderBloemen Group

“
people and companies. Many of my business owner friends have been telling me It is our commitment to
that despite revenues being down for the year, the change has forced them to run provide our clients with the
a “tighter ship” and profits are actually up. I’ve been forced to re-evaluate many
of the non-revenue generating positions at my company and make changes to
“
highest quality of services in
a timely, responsive, cost-effective
and professional manner.
personnel and job descriptions accordingly. No longer am I willing to take a wait-
and-see attitude with the things that affect the ability of my employees to make Our Services Include:
money. Is it stressful? It sure is, but I understand that down the road my company • Tax Planning
• Tax Return Preparation
will reap the rewards of these adjustments.
• Business Continuity &
Succession Planning
Here’s a good example of discipline in action in my life: I hate golf. I never
• Audits, Reviews & Compilations
realized it until this year, when I finally found the discipline to prioritize the sliver • Business Consulting Services
of free time I have all to myself. A few weeks ago, I spent a whole day whacking • S oftware Planning, Selection,
away at a golf ball, regretting the fact that I wasn’t doing something I enjoyed. I’ll Conversion & Support
never get that day back, and that powerful realization taught me I must have the • Litigation Support Services
discipline to make the tough decisions sometimes. I have since said “no” to several
golf events, and I’ve felt the pressure lift off of me. I have nothing against golfers.
In fact, most people I know embrace it; it’s just not for me. I’ve decided not to fake
my way through a day on the links anymore and instead use that time to grow my
business, spend time with my family or even get away for a few hours on my own
and do something I feel passionate about (cycling). Waukesha WI

262-574-0374 | www.constcpa.com.

14 we like to watch: www.sohobiztube.com we like to watch: www.sohobiztube.com 15

 legal eaze
Navigating
International Tax
Waters Michael M. Berzowski
With today’s instantaneous access to all four corners of the globe via the Internet
and other means, the probability of encountering foreign business transactions
has risen exponentially – as has the necessity for considering the income tax
implications of these transactions. The purpose of this article is to present a brief
overview of those tax consequences.
For openers, the business transaction itself should be analyzed in terms of its
economic viability as distinguished from its tax implications because, as will be
seen later, the issue becomes to whom should the tax be paid as distinguished from
having a transaction taxed two or three times. There are just simply some things you
cannot avoid – if there is a gain, there will be a tax. The question is: Who taxes it?
When there is trade, governments of both trading partners may want to collect tax
on any gains from the transaction. One country may be claiming taxing authority
based on the resident taxpayer and another claiming taxing authority based on
where the income arises. In order to address conflicts and eliminate the possibility
“Sarah, I love my photos!
of double taxation, countries generally attempt to combat a double tax through
I had lots of fun and you did unilateral domestic relations or bilateral tax treaties. In the final analysis, the goal
a wonderful job capturing is to implement rules that are tax neutral that neither discourage nor encourage a
my personality. Thank you!” particular activity.
~ Susan Behrens,
As can be imagined, the tax laws in different countries vary as to whom and how
Realty Executives
someone is taxed, what income is taxed, what deductions are allowed and when
income is taxed, as well as tax rates. To somewhat exacerbate matters, taxation
is a function of local (country) rules and treaties. So you usually have to look in
more than one spot to get an answer.
U.S. taxpayers are ordinarily fully taxed on their income from outside the country,
subject to various exemptions and some special treatment for certain taxpayers
and particular sources of income. So, as a practical matter, if your business
is dealing in overseas or across border transactions, it is basically the same as
dealing with people in the U.S. for tax purposes. U.S. tax laws contain provisions
regulating activities of this country’s residents and citizens outside of the U.S., as
Sarah Stevens well as activities of residents of foreign countries in America.
(414) 719-4880 If, for whatever reason, you pay a tax to a foreign government, then you should be
able to deduct those taxes for U.S. tax purposes or credit them on a dollar-to-dollar
• Traditional & basis against U.S. income tax liability on a worldwide basis. Your goal is to avoid
double taxation – that is to say, the same income being taxed by different countries.
Non-traditional
Business Portraits, The concept of taxation of foreign income of U.S. taxpayers and U.S. income of
taken at your office foreign taxpayers can become extremely complicated. Assuming you have only
limited foreign transactions and related contacts, your overseas transactions will
• Corporate Events, pretty much be indistinguishable from U.S. transactions in relation to taxes.
candid & formal Unlike many other areas of the law, you should know right at the outset if there
may be foreign tax considerations for your business transactions. If that is the
• Weddings & Portraits
case, some thought should be devoted to the tax consequences of the matter,
but that should not be the primary consideration. A little advanced planning
and preparation can avoid a lot of problems later. If all else fails, check with
your adviser. In the final analysis, the international tax issues tail should not be
wagging the international business transactions dog.
16 we like to watch: www.sohobiztube.com
sales
Business Evolution: Who Will Survive?
Steve Fretzin
Wikipedia begins to define “Survival of the fittest” as a phrase relating to competition for survival or predominance. When
looking at our current economic and business conditions, what would Darwin say about one’s ability to survive in business
today? Which species of entrepreneur will evolve and which will become extinct? The answers to these questions are being
answered every day in the news as banks collapse, retail sales drop and small businesses struggle for each little piece of the pie.
As a business coach, there are many common sense strategies that we are currently focusing on with clients to ensure their business
not only survives, but also thrives. Here are three solid suggestions for any business owner looking to thrive during this recession:
thriving
suggestion Utilize existing clients for quality introductions.
#1
Finding new business is increasingly more difficult as your prospects are downsizing or sitting in
a holding pattern for an undetermined amount of time. While there may be some fear in doing
something bold, now is the best time to take advantage of the strong relationships you have
already created. Contact your best clients and take them to lunch. Be prepared to discuss ways
who will
in which you can add value and provide quality introductions for each other. In times like these,
survive?
you are always better off utilizing existing relationships than to start new ones.
thriving
suggestion Think about offering a barter.
#2
The ability to trade your products or services for marketing dollars, printing, Web site designs or
thousands of other products and services might be a good idea for you. This can come in really
handy if you have an excess inventory or have services to offer in trade. Some good programs
who will include ITEX and The National Trade Association. Another resource to see all of the trade and
barter associations you can use is the Gigafree Network. In times like these, thinking outside the
survive?
box is more a necessity than an option.
thriving
suggestion Invest in your business NOW.
#3
There is extensive evidence from past recessions that investing in your business during tough
times is a smart play. While some business owners are cowering in the corner, waiting for the
world to change, others are making their move. Hiring better people, investing in a new PR
who will campaign or hiring a business coach are all solid plays to get ahead today. Whichever move you
make, prepare a plan to budget accordingly toward improving top line sales today, while your
survive?
competition is sleeping.
While there are many ways to improve business during turbulent times, most people are moving along slowly and in a daze, as if a
car crash is holding up traffic. The idea behind Darwinism for business is simple: The fittest will survive and the weakest will die.
Stepping up, being bold and bringing some creativity to your business now will allow most businesses to advance and thrive
today. Think about what you are doing to ensure a successful outcome for your business. Is your business the alpha male or the
wounded youngling? Pretend Darwin was watching your business. What would he say?
we like to watch: www.sohobiztube.com 17

Plan On Succeeding
Carl Wise
Too many people think strategic
business and marketing planning is
something only meant for big
businesses. The fact is that every
business can reap the benefits by
taking the time to construct an effective
business and marketing plan.
By clearly understanding both concepts,
a business has the potential to reach
its goals. It is important to have this
sound strategic foundation to carry out
necessary actions in a way that makes
sense. Sticking to a strategic plan can
increase available resources like time
and money. If your company adheres
to its plan instead of always trying new
techniques, you will gain the ability to
test and measure each phase of your
plan. Testing and measuring your results
reduces the chances of throwing money
away on practices you hope might work.
Marketing Process Model
[1] [2]
Evaluate Ideal
Market & Client
Competition
Steps:
[1] Evaluate market and competition. Consider brand names, service levels, price positioning, distribution
channels, technology, personnel and leadership. Research competitors’ strengths and weaknesses to
determine your competitive advantage.
18 we like to watch: www.sohobiztube.com
marketing and advertising
Business
Plan:
A business plan is the foundation
on which to establish and grow a
business. It serves as an essential tool
for companies to map out goals and
mission statements for internal use,
as well as for viewing the business
through an investor’s eyes. A business
plan will provide a logical framework
within which a business can develop
and pursue business strategies. It can
serve as a basic discussion with third
parties such as shareholders, agencies,
banks and investors. A business plan
also offers a benchmark against which
actual performance can be measured
and reviewed
This plan does not consist of day-by-day
detail. Instead, it contains components
of mission and vision statements, your
[3]
Setting Marketing
Marketing Mix
Strategy
economic resources, business prospects
and goals. Evaluate and change your
plan on an as-needed basis.
Marketing
Plan:
A marketing plan is a written document
that details the necessary actions needed
to achieve a company’s marketing
objectives. The essence of this process
moves from general to specific – and
from the overall objectives of the
organization down to the individual
action plan for a part of a marketing
program. A good marketing action plan
contains specific day-by-day marketing
activities. It should include a definitive
description of your customers, market
size, characteristics, growth prospects,
trends and sales potential per product or
service category.
[4] [5]
Evaluate
Results
& Make
Adjustments
[2]
Identify the ideal client. Determine the
demographics and psychographics of your ideal
Steve Fretzin  
client. President 
[3] Set marketing strategy. Determine specific  
Sales Results, Inc. 
How’s Business? 
marketing objectives and goals. What does your
business want to accomplish through marketing?
  “This economic climate is killing my business” 
“My sales cycle is way too long, and I don’t know why” 
[4] Plan your marketing mix. Put together a blend of
“I think this prospect is going to “borrow” my ideas and 
four key marketing initiatives:
• Product and Service. Consider the features and
  not make a deal with me” 
 benefits you want to offer and how they will satisfy
customers’ needs. WE WORK WITH OWNERS, PRESIDENTS AND CEOs 
TO GET RESULTS, GUARANTEED! 
 
• Pricing. Explore your pricing structure in relation
to demand, as well as the ideal client’s evaluation
Sales Results are not by chance, but by choice! 
of your price and their ability to purchase.
• Marketing Channels. Plan your distribution based
on availability, future developments and CALL US TODAY!
innovation. (847)317­1575 
steve@salesresultsinc.com 
• Promotion. Determine a budget and construct www.salesresultsinc.com 
promotional objectives and strategies utilizing
advertising, personal selling and a set promotional
schedule.
[5] Evaluate results and make adjustments. Obtain
feedback and evaluate success based on previous
goals and make adjustments to try to gain the best
results from your plan.
During this process, it is important to continue to
do Step 1 and make adjustments accordingly. The
market is constantly changing along with the
economy technology. Keeping up with the times can
give you the edge over your competition.
Strategic
Planning:
Strategic planning is matching the strengths of your
business to available opportunities. By determining your
company’s strengths and weaknesses, you will gain a
clear understanding of what you want your business and
marketing plans to achieve. Having solid marketing and
business plans provides the foundation your business needs
to achieve its goals.
we like to watch: www.sohobiztube.com 19
 m i n d set s, s t r a t eg i es & toolsets to engage

letter from the publisher

Out Of All The

Workshops Around Town
Why Register For SOHO
Naked Biz Growth?
Cd Vann
Because SOHO naked biz growth is a “learning experience.”Almost daily we are listening to the
hype, “Social Media is the hottest thing around.” “You should jump into a network fast.” “Why
are you not on Twitter?” “Where is your Linked-In profile?”

Has anyone responded to the question “How does this affect my personal brand?” “How can I
manage my corporate brand?” Better yet, can it improve customer relations, build loyalty among
my Brand Chatters®? Do I really need an “Expert” who understands the “tool set” but not the
mind-set? And most importantly, how do you select a consultant, if you don’t know what the
consultant should be doing for you, your brand or your Brand Chatters®?

RSVP at www.sohobiztube.com for our next SOHO Naked Biz Growth

seminar series | Chicago, Illinois, Kent College - August 12, 2009.
Join us for full day event, 8 a.m. to 4:30 p.m. Central Daylight Time (CDT), on August 12, 2009
to Listen, Engage, Participate & Interact with our presenters. By doing so you will walk away
with a 16-page customized document called Social Media Strategy “The Draft.”

Social Media Strategy “The Draft” is your rough draft booklet of social media strategies
that you tailor and implement based on your target markets, communication goals and your
company’s positioning statement, product and services. It’s your “living social communications”
document that will assist you in further developing the right set of strategies, and selecting the
right channels and tools that will help you navigate and actively participate in the social
media landscape.

Guest moderators, social media leader and practitioners from all over the region will
demonstrate using real client examples showing how to develop your social communities, reach
larger audiences, listen to and engage with your Brand Chatters®, increase brand awareness, and
kick up the level of customer service using social media monitoring skills while also generating
sales for your organization using new media. Sessions will feature topics that build upon each
other so you walk away with a better awareness and knowledge of social media.

Out of all the workshops around, why should you register for SOHO naked biz growth? Because
you want more than just another “workshop” where you take notes. You want a strategy. You
want to walk away ready to Listen, Engage, and Participate with your Brand Chatters®.

20 we like to watch: www.sohobiztube.com

 At VanderBloemen Creative, we are a team
of superhero design experts dedicated to the
success of our clients. We empower our clients
with the ability to reach their customers
through traditional marketing efforts along
with integrating social media tools that will
help them soar above their competition.
For a free consultation with a real super
hero, telephone 414.383.3511 or email
info@vanderbloemencreative.com.

OU R M ISSIO N :
RID THE WORLD
OF BAD DESIGN
Armed with talent, knowledge,
and a desire for perfection.

VanderBloemen Creative LLC

marketing & design for growing businesses
Find us online:
www.vanderbloemencreative.com
www.sohobiztube.com
www.linkedin.com
Facebook fan page
twitter: @StephanieKern