25 RETIREE BUSINESSES — Pg. 20 INSTANT FINANCIAL LIQUIDITY— Pg.

44

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 HOME BUSINESS
®

Contents Magazine
The Home-Based Entrepreneur’s Magazine

March/April 2010
FEATURES MARKETING & SALES
30
25+ Secrets to Double Your Profits In 2010. 30 Seven Publicity Myths
14 Spend an hour reviewing these profit-building recommendations and
that Can Hurt Your
Business.
mapping out a plan to achieve them.
Separate the PR facts from the fiction.
25+ Best Retirement
26
20 Businesses.
34 Forget Facebook and
Twitter!

Courtesy of Armando Montelongo

Savvy business start-ups for 55+ individuals. For B2B, it’s all about LinkedIn.

Interview with Armando

26 Montelongo. Generate PR: Before you can get your business the publicity it deserves,
learn about the most common publicity myths and the truths behind them.
Celebrity Entrepreneur and Host of “Flip
This House” on A & E.

14 20 HOME OFFICE
50
50 Top Three Green
Savers that are Free.
Here are ways for small businesses to save
money without spending.

50 Become More Energy

Double Your Profits in 2010:
Discover 25+ profit-building secrets and
apply them to your home business.
Efficient.
Help your bottom line and reduce your
Income After Retiring: Many 55+ personal impact on the environment.
persons are becoming entrepreneurs and are
successfully starting their own businesses to
support themselves or to supplement their Go Green and Save: The perception is that going
current job earnings or retirement incomes. “green” costs money, but that just is not true.

MONEY CORNER BUSINESSES & OPPORTUNITIES 36

44 Financing in a Cash
Crunch. 36 How to Build a Service-Based Business
Through Partners.
Accounts receivable financing is a route Zero in on profitable partners.
you may want to consider.
Forget the Economy. 40 Build Your Business by Helping a Charity.
44 Getting involved with a local charity can benefit society and
Boost your profits now. your business.

44 62 Home Business Directory Listings

62 Network Marketing Contact Listings

Financing in a Growing by Leaps: Partners can take their combined services into new
Cash Crunch: 63-65 Classified Ads
markets, acquire bigger projects and customers, or leapfrog over competitors.
Consider accounts
receivable financing,
a form of short-term
borrowing. WORK-FROM-HOME SUCCESS STORIES 43
42 Helping Patients Stay on their Diets.
Father and son business creates a hunger-controlling cookie.

NEWS AND REVIEWS Pediatric/Neonatal Nursing Background and

43 Passion Support Business Goals.
Letter from Publisher
10 Woman brings awareness to the dangers of poor infant positioning in infant seat products.

12 Letters to the Editor 54 54 Partnering Leads to Merger

for Bigger Opportunities.
28 Newsstand
Survey shows small business employee
Former corporate leaders create a unique publishing
business and redefine an industry.
Bringing Awareness
to Danger:
preferences on medical advice… Is From her home, Beth Rumack
multi-tasking hurting small business?...
Nation’s women-owned firms carry
55 Foreclosing on Success.
Chance phone call leads to a lucrative foreclosure
runs BGR Juvenile Products,
LLC — educating about
water… Franchise trends are strong. cleanout business.
the importance of infant
positioning in infant seat
62 Notice to readers Merging Companies: Michele Smith and Michelle Gamble-Risley are
partners of M Communications.
products and promoting her
Snuggin Go® products.

March/April 2010 | Home Business ®

9
 ®

HOME BUSINESS Yes, You Can Double

LETTER FROM PUBLISHER

Magazine
Volume 17 Issue 2, March/April 2010
www.homebusinessmag.com
The Home Business Team
Profits in 2010
Identify Tracks in Your Business
that Must Change if You Want to
Generate Increased Net Income
®

Publisher Richard Henderson Home-based entrepreneurs face serious

United Marketing & challenges in trying to generate more profits.
Research Company, Inc. They get myopic in focusing on two or
Editor-in-Chief Stacy Ann Henderson three things to pursue increased net income.
Managing Editor Sandy Larson For example, cutting the cost of one or two
Home Office Editor Gregory Grabowski, PE
Feature Interviewer Deborah J. Sergeant
major expenditures, or increasing sales of your main product or services.
Feature Writer Priscilla Y. Huff But a focus on increased profitability has to move beyond cutting major
Graphic Services Tory Hobson, Slice, Inc. expenses and generating more sales. In a recession, it may not be possible to
Production Manager Jon Auld generate more sales, and you may
Art Direction Richard Rabil have already cut major costs to the We have brainstormed
Advertising Sales Shannon Needham
Michelle Dellner
bone. So what do you do now?
Our cover story this issue
“
across the spectrum to identify
Sales Assistant Reagan Nilsson
meets this challenge. We have
25 steps you can take in the
Distribution Manager Richard Trummer, Curtis
Customer Service Monique Alponte brainstormed across the spectrum next 30 days to generate more
to identify 25 steps you can take in profits.
Call 1-800-734-7042, 9 am to 5 pm PST.
email: customerservice@homebusinessmag.com
Circulation Manager Mark Janusz
the next 30 days to generate more ”
profits. Study our recommendations. This is a good time to dust off your
Subscriptions National Subscription Fulfillment
Call (714) 693-1866 business plans and marketing strategies and update these for 2010 by linking
www.homebusinessmag.com them to the ideas in our cover story.
Click on “Subscribe” to Order or Make At a more fundamental level, our cover story will help you break out of
Address Change a psychological business rut that often plagues home-based entrepreneurs.
Subscription Manager Steve Schley We tend to work more independently than other business owners, with less
Print Manager Tina Valdez, R.R. Donnelley
personal interactions. This can cause some of us to get myopic, lost in a
Reprints For high-quality article reprints, any quantity, email
Betsy White, The Reprint Outsource, day-to-day struggle of business procedures. By stopping what you’re doing,
bwhite@reprintoutsource.com and taking time to study the recommendations in our cover story, you will
Mailing Lists www.homebusinessmag.com identify tracks in your business that need to change. You start your own
(Click on “Mailing Lists” to order.) customized business brainstorming that will lead to identifying additional
Mailing List Manager Danny Grubert (914) 925-2400
ways to double profits in 2010.
Digital Media Manager Jim Pappadeas, Epsilon Digital Media
Internet Marketing Manager Shawn Himmelberger, Himmelberger Design
As I finish this letter, the U.S. Senate just increased the Federal debt level
Website Development David Blankenship, Infoswell Media to $14 trillion and the President proposed a budget with an incomprehensible
Internet Manager TonyQ – Webmaster $1.3 trillion deficit. I will hammer on this issue — and each magazine issue
— until something is seriously done about the fiscal insanity. This level of
Editorial debt is not sustainable and is pushing the country into a depression.
Christopher Bachler, Nora Caley, I have received criticism about focusing on this problem without offering
Deborah Jeanne Sergeant, and many others.
a constructive solution. The solution, however, is simple. We have to impose
Distribution enormous spending cuts and tax increases, with specific goals such as eliminating
Curtis Circulation Company the deficit within 5 years and the national debt within 15 years. It’s a generational
730 River Road New Milford, NJ 07646
Tel: (201) 634-7400 Fax: (201) 634-7499 challenge with enormous pain and suffering that cannot be avoided.
But our politics have become so polarized and dysfunctional that solving
Print Advertising the problem is likely impossible. One side of the political aisle refuses
Home-Based Business Display Advertising:
Shannon Needham: (949) 218-8729 to seriously cut spending. The other side of the aisle says it wants to cut
Michelle Dellner: (949)-240-7529 spending but then advocates for policies that increase spending, and offers
Advertising Main Office: (800) 734-7042; fax (714) 388-3883
Email: advertise@homebusinessmag.com little more than “cut taxes, cut taxes, cut taxes.”
Classified Ads/Directory Listings: See pages in back of magazine. How “cut taxes” ever became economic policy shows the political
For complete Advertising Information, visit the
dysfunction and economic ignorance that has thrown so much debt onto the
“Advertise” section of www.homebusinessmag.com. backs of our children. If the governing process was functional, both sides of
E-mail: advertise@homebusinessmag.com the aisle would FIRST make the tough political choices about how much to
Online Advertising spend on government, and then, SECOND, make the tough choices about
Advertise on the Internet at how to raise the tax revenue to pay for it. If you want to cut taxes, that’s fine,
HBM Online
Visit the “Advertise” section of www.homebusinessmag.com.
but start with off-set spending cuts first. The average person lacks these basic
understandings of economics and governance, and politicians continue to
Home Business® Magazine cravenly exploit the ignorance with false promises.
Home Business Magazine (ISSN 1092-4779)
is published bi-monthly by So we’re stuck with a dangerous combination of dysfunctional
United Marketing and Research Company, Inc., governance and a polarized and ignorant voting public. These factors will
20664 Jutland Place, Lakeville, MN 55044.
One Year Subscription Rates: Domestic $19.
prevent the tough solutions that will keep the country from falling into a
Canadian $39. Foreign $59. For Subscriptions: 714-693-1866, M–F debt-fueled depression.
Periodicals Postage Paid at Lakeville, Minnesota,
and at additional mailing offices.
POSTMASTER: Send address changes to Home Business® Magazine,
20664 Jutland Place, Lakeville, MN 55044.
Printed in the United States
Publisher, Home Business® Magazine
10 Home Business ®
| March/April 2010 www.homebusinessmag.com
 Connect with Customers in a Slow Economy
DEAR HOME BUSINESS

Once-thriving businesses are struggling to survive in today’s slow economy. Many

are making spending decisions based on “What can I afford?” rather than “Where
can I invest my money to make my business grow?” When payroll and other expenses
take priority, the advertising and marketing budget is the first to go. Lacking the
resources of large corporations, small and medium-sized businesses find it particularly
challenging to keep their heads above water. In addition, they are struggling with
lower-than-average sales, difficulty getting loans, rising interest rates, and the ever-
present threat of increased taxes and government regulation. Most business owners
know that the key to success in any economy, good or bad, is the ability to connect
with customers. Businesses that are firmly established in the community will be in a
good position to weather economic storms and will excel when the economy recovers.
CherryPlanet - www.cherryplanet.com

From the Editor: By connecting with your customers, your company gains repeat
customers and repeat business.

Everybody Likes to Buy Things, But
No One Likes to Be Sold
The expression, “Everybody likes to
buy things but no one likes to be sold,”
is nothing new, but what does it mean? It
shows the delicate balance in how people
want to feel like they are making their own
buying decisions, yet at the same time enjoy
having an expert who will help them make
an educated choice. As a salesperson, it can
be difficult to accomplish this. Using the
antiquated selling techniques of persuasion
doesn’t result in more sales. Neither does
a passive “information dump” that gives a
customer control. The key to sales is using
“influential selling skills,” a strategy where
the salesperson better understands the
customer with likeability, trust, and influence.
Nathan Jamail, president of the Jamail
Development Group author of “The Sales
Leaders Playbook”
From the Editor: Your customers need to
know you have a sincere interest in them and
their needs and that the product or service
you are selling is a solution for them.
Selling Yourself and Your Ideas to
Senior Management
It’s no secret…the higher up the corporate
ladder you go, the more important your
public speaking and communications skills
become. And the faster you develop and
hone your skills, the faster you’ll climb.
If you have your sights set on increased
responsibility and the job title and salary
that go with them, you will need to position
yourself ahead of the crowd…in advance.
At all stages of your career you need to sell
yourself, your ideas, your value, and your
ability. To position yourself for promotion,
learn what it takes to sell yourself and your
ideas to senior management.
Patricia Fripp, CSP, CPAE
www.Fripp.com, (415) 753-6556,
PFripp@Fripp.com
From the Editor: Enroll in educational and
training courses — offered by your city, a
local college, or a networking organization
(such as www.toastmasters.org) — to
improve or maintain your public speaking
and communication skills.
Cutting Operating Costs in 2010
These days, any company that isn’t looking
for ways to cut costs is looking for trouble.
Although the recession has made every COO
aware of the importance of saving money, it is
surprising how often companies can overlook
simple ways of improving their financial
challenges. Attention, small businesses: It’s
easier than you think to cut costs. Whether
it’s the kitchen supplies in your home office or
the toner cartridges inside your laser printers,
there is an effective cost solution for nearly
every expense out there.
Chuck Mache American TonerServ,
chuck@americantonerserv.com
We appreciate your feedback and work-from-home success
stories for review and consideration. Please send both
via e-mail to: editor@homebusinessmag.com, or via
postal mail to: HOME BUSINESS® Magazine,
From the Editor: For ideas on cutting
your operating costs in 2010, read this issue’s
article on the “Top Three Green Savers that
are FREE: Ways for Small Businesses to Save
Money Without Spending.”
Hostile Takeover of Your Own
Company
As you walk into the office you
can feel the Monday-morning blues
from your staff sitting around the
table. There’s no doubt most have not
prepared for the week. Some have left
their creativity at home this morning.
Others have only prepared to cover
their rears. The victim and the judge
both are represented at the table.
Here’s a thought… Fire them. Fire
them all. Initiate a hostile takeover.
Extreme? Of course it is. But so is
the job market today. Extreme is the
competition. Extreme is the economic
state of the union. With a double-digit
unemployment level that continues to
rise, a credit crunch that suffocates
the biggest and best, and a cash flow
drain that can paralyze even the most
efficient…it’s no wonder extreme
measures are required...
Jim Fannin
author, educator, platform speaker, life
strategist and sports & business consultant
20664 Jutland Place,
Lakeville, MN 55044.

12 Home Business ®
| March/April 2010 www.homebusinessmag.com
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 25+ Secrets To
Double
Double
Your Profits
In 2010
Spend an Hour Reviewing these Profit-
F E AT U R E
Building Recommendations and Mapping
out a Plan to Achieve Them
By Home Business Magazine
W
hen you think about how
to increase, even double the
profits from your business, try
not to think of it as one overwhelming
task. Think of it as a series of things
you need to do. Whether you plan to
start a home-based business in 2010
or you already own one, we at Home
Business® Magazine offer you these 25
profit-building recommendations.
1. Decrease Business Start-Up Costs
Here’s some good news about the
recession: Start-up costs tend to be reduced
in a soft economy. Certain expenses end
up being lower due to reduced demand.
You might find that materials, licensing
fees, franchise fees, the cost of buying
an existing business, even marketing and
advertising costs are lower than what they
would be when the economy is booming.
Many companies that serve business start-
ups are willing to reduce their fees and costs
without negotiation. Negotiate anyway,
and push those costs down even further.
To maximize start-up cost reduction,
create a spreadsheet of all anticipated costs.
Keep track of each expenditure. Analyze
each cost and look for opportunities to
further negotiate these to a lower amount.
2. Create a Mobile Website
According to the Cambridge, Mass.-
based Forrester Research, Inc., four in
five U.S. households now have a mobile
phone, and eight percent of consumers
own a smartphone such as a Blackberry
or Apple iPhone. These numbers will only
increase in the next few years, so make
sure your business’s website can be viewed
on these mobile devices. The traditionally
configured website is not enough any more.
Your mobile device configured website
could be a simple landing page. Or you
can configure Really Simple Syndication
14 Home Business ®
| March/April 2010
You might find that materials, licensing fees, franchise fees,
the cost of buying an existing business, even marketing and
advertising costs are lower than what they would be when the
economy is booming.
(RSS Feeds) to pipe content to your
website. For more information, visit
http://homebusinessmag.com/mobile-
device-website-advertising.
3. Launch a Mobile Website
Advertising Campaign
The sweeping use of mobile devices
creates a marketing challenge for your
business. You have to reach a younger, more
technically proficient demographic segment
that does not read magazines, newspapers,
or direct mail. These days they don’t spend
significant time surfing websites, except
for their pages on Facebook and other
social media. This group communicates
with handheld devices.
You can reach this target market by
advertising at content-based mobile
sites. Link the ads back to your mobile
device website for your own abbreviated
marketing presentation. Try running a
custom banner ad, sponsoring a mobile
site, or advertising on an RSS feed going
to the mobile site. You can achieve a huge
profit return on your ad investment, as
these are new advertising media and the
prices are often low.
“more
You have to reach a younger,
technically proficient
demographic segment that does
not read magazines, newspapers,
or direct mail.
” Electronic ink, or E-Ink is book, magazine
4. RSS Feed Advertising
Over the last year, the syndication of
website content through RSS feeds has really
taken off. Savvy Internet surfers no longer
waste time clicking through websites to see
what interests them. Instead, they visit
websites with content they want, and sign
up for RSS feeds, or updates, which they
read from an RSS aggregator or through
email on their mobile device.
You can send RSS feed advertising
through text link ads and RSS banners.
This is a form of advertising that is well
below saturation levels, so you can obtain
good ad value and response from a wide
open market. New marketing prospects,
relatively untouched by marketing
messages, offer a high-probability way to
increase profits in 2010.
5. Co-Op Advertising
Cooperative advertising is a technique
that businesses have used for decades.
Traditionally, the term referred to when
two businesses would share the expenses
of an ad. Today, co-op advertising is
more high tech. Now it entails pooling
resources to get a single advertising
message distributed through multiple
media channels. The platforms include
traditional print and Internet, email,
mobile devices, RSS feeds, digital editions
of magazines or television, and other
media. This is driving advertising towards
packages that group together multi-
platform advertising. Leverage your
limited budget to expand your marketing
reach — and profits — by seeking co-op
opportunities with other business owners
in your industry.
6. Get Positioned with “E-Ink”
and periodical content delivered to
electronic readers (ERs) such as Amazon’s
Kindle or Barnes & Noble’s Nook. Amazon
announced that on Christmas Day 2009,
more customers purchased e-books than
printed books. Other companies will soon
launch their own versions of these small
touch screen gadgets. This is a profit-
building medium that you cannot ignore.
Continued on page 16
www.homebusinessmag.com
AAJudgment
JudgmentRecovery
Recovery Business
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Advertisement
 25+ Secrets to Double Profits
Continued from page 14
Although many ERs do not have
display advertising, you can still deliver
messages through text. For example, a
magazine issue would not have display
advertisers, but it would have a list of
E-Ink sponsors and websites included
in the electronic versions. It is still early
in this realm, and there are not a lot of
E-Ink advertising opportunities yet, but
for those who discover them, the profit
building potential is enormous.
F E AT U R E
7. Home Business Legal Organization
Take a look at your legal business
organization. Is your business an LLC,
S-Type, DBA, or another structure? This
is critical for new start-ups. Most home-
based businesses, particularly the micro-
size of one or two persons, are loose DBAs
(Doing Business As) or partnerships. These
can put business owners’ assets at risk.
The main reason to incorporate or form
an LLC is to protect your assets. There
are also profit-building reasons to form
one of these structures. They offer greater
credibility for claiming legitimate business
write-offs and tax deductions. When
you’re trying to build profits, decreasing
expenses and tax liabilities is as effective
as increasing sales.
16 Home Business ®
| March/April 2010
“When you’re trying to build profits, decreasing expenses and tax
liabilities is as effective as increasing sales.
8. Unclaimed Home Office and
Business Deductions
Now that you have your legal business
structure intact, evaluate your business and
office expenses. Make a list of all of your
regular expenses, particularly the recurring
ones. Set up methods to document how
much of these expenses can be applied to
business. Don’t wait until the end of the
year to look at your expenses, because it
may be too late to claim deductions. Expend
the effort now to establish a bookkeeping
system to identify these business expenses
and compile the documentation. You’ll
reduce your tax burden, increase your
profits, and potentially keep yourself IRS
audit-proof. Seek professional accounting
and legal advice for tax matters.
9. Back-End Sales Online
Every business owner should diversify the
business with back-end sales. This is easier
than ever in the digital age. A back-end sale
is a product or service that is closely related
to your core business. You market it to your
”
business universe. The advantage of back-
end sales in the Internet world is that these
can be obtained at little or no cost beyond
the product cost of sales. Often the only
expenditure is what is required to configure
an ecommerce order from.
Set aside some brainstorming time to
review ways that you can grow or expand
your product line in ways that complement
your core business. The resulting net
income you generate will convert to almost
pure profit after taxes.
10. Diversify into a Related Business
You can even go beyond back-end sales.
Look for ways to diversify your existing
business into a new business. This entails
more risk, but it offers much greater
potential for profit growth.
Seek out businesses that are closely
related to your core business. For example,
if you operate a home exterior restoration
business, you could start a solar panel
installation operation. The close relation
between businesses makes it easier to
www.homebusinessmag.com
BEAT THE RECESSION!
reduce marketing and selling costs, which
tend to be the largest variable costs in
a new business, with a direct impact on
profits. Another benefit is that you can use
your existing customer base to springboard
as a seed pool for the new business.
11. Online Business Presentation & Chat
Many business owners neglect to develop
an effective online sales presentation. This
includes not only your marketing pitch, but
“Every business owner should diversify the business with
back-end sales.
a complete description of services, options
and answers to frequently asked questions.
Most new business prospects want to
research products or services online only.
They don’t want to waste time going back
and forth on the phone or email and waiting
for a response.
You can increase long term profitability
with a better, more comprehensive website
business presentation. Take this connection
one step further by configuring online chat,
so when someone has a question, they can
communicate with you real-time when you
are online, too.
12. Restructure Short Term Loans
Increasing profitability also depends
upon getting your financial house in
order. During the recession, few micro
business owners have been immune
from having to expand credit. Some
credit lines, particularly more liquid
credit cards, will be at interest rates
that are higher than they were before,
which can really cut into your profits.

” Look for ways to consolidate loans, to

reduce interest expenses, and to increase
profits. One option is to consider home
equity, not to increase your existing
“Going Green” to Increase Profits credit liability, but as a rollover value
for high interest debt you have already
Being environmentally responsible could get you a contract with a government agency incurred. Increase profits by shaving off
that is required to consider green attributes in their contract selection criteria. interest expenses.
On your website and online marketing presentations, highlight steps you’ve taken to go
green, such as that you bought wind power offsets, your company vehicle is a hybrid or 13. Get Mobile Device Ready
you saved trees by going paperless. The most overlooked factor in generating
more profits is time. The more time you
Put a green logo on your website. can free up to run a business, the greater
In the not too distant future, profits will correlate directly to your degree of greenness. will be your profits. This goes double for
the part-time business owner.
Continued on page 18

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17
 25+ Secrets to Double Profits
Continued from page 17
The best new way to increase your time
available is to get “mobile device ready.”
Link your personal information manager
(PIM), such as Microsoft Outlook, and
email to a handheld device that is Internet-
and phone-ready. This will help you take
advantage of opportunities for “mini-
productivity” — responding to emails,
returning phone calls, etc. — while on the
go. Instead of being overcome by emails
and events, use a mobile device to get
F E AT U R E
organized and plan your day.
14. Calibrate Your Marketing Plan
A big hit on profitability is haphazard
marketing, where you choose options
to advertise and promote without any
real plan. This leads to inefficiencies, and
inability to achieve economies of scale.
A majority of small business owners
do not have a viable marketing plan.
Don’t make that mistake. A marketing
plan is easy to configure and can be
created in a matter of hours. Research the
various media including online, digital,
direct marketing, publicity, advertising,
telemarketing, email, etc. Create a rough
budget and timeline for different types of
ads. Make sure your plan is comprehensive,
and revisit it at least quarterly.
18 Home Business ®
| March/April 2010
15. Take Time Each
Day for Direct
Sales or Business
Development
The day-to-
day of running
a business can be
overwhelming.
You might find
yourself caught
up in business
operations, and not You can increase long term profitability with a better, more
focus on business comprehensive website business presentation.
development. As a
business owner, you also have to be 16. Account Expense Categorization Review
a salesperson. Look at your to-do list An excellent way to reduce expenses
that you loaded onto your mobile device and increase profits is to categorize your
PIM, and add one more task: working expenses. That means identifying expenses
on personal direct selling. Establishing a so they can be grouped under headings
daily sales routine will also create mental such as marketing, raw materials, phone
structure, making it easier as time goes bill, etc., so you can figure out which
on to go through the mental discipline of expenses to deduct from business income.
making sales contacts. Learn to structure More importantly, you make it easier
times of the day to keep your prime time for your accountant to understand your
open for personal selling activities. There’s expenses and to maximize deductions when
no better way to increase profits. completing your annual business taxes.
Even if you’ve already started a business and
“ Look for ways to consolidate set up a business checking account, you can
loans, to reduce interest expenses, still make these changes. If you use financial
and to increase profits.
” management software such as Quicken, that
will make the categorization even easier.
17. Credit Line Replenishment
Credit markets are loosening up.
Hopefully you don’t require additional
credit right now for your business, but if
you do, now is an opportune time to seek
out and apply for fresh lines of credit.
If you don’t need credit now, consider
applying for a line so you can lock in lower
rates. The best time to apply for credit is
when you don’t actually need it, when your
credit report and FICO score are at the
highest levels. Later, if you do need credit
and your credit background has taken a hit
due to late payments or other setbacks, you
might have to endure higher interest rates,
or, worse, a rejection from the lender.
18. Computer Productivity Increase
How is the old computer doing? The
center of just about any business today is
the computer. With most adequate desktop
computer models available for under
$2,000, the price is inexpensive in the big
scheme of things. A computer slows down
with time. If each keystroke takes a few
milliseconds longer than it should, these
bits of micro time add up to real time. If
a new computer gained you a half hour of
productivity each day, that would add up
to six or seven days of extra time each year
to build profits.
www.homebusinessmag.com
 Incorporate
If you don’t think you need a new
computer, at least invest in a service that
will clean up the operating system to
minimize processing time.

19. Go Paperless Now

Now’s the time to fully make the transition
to a paperless office. If you still receive
invoices, statements, and business documents
for as little
as $99
by mail, get your bank and other parties
to email you these documents as PDF
documents. Don’t print these, and don’t
create a paper file. Instead, create a folder on
your computer or your email program.
If you do have paper items, scan them
into your computer, and create a “Scan File”
so you can store these items electronically.
Visit www.incorporate.com
Give the file a descriptive name so you can
later find it with a simple Windows search. or call 800-453-9594
You’ll free up more time that you can put
to better use selling and generating more
profits, not thumbing through paper files.

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you don’t think you need a
at least invest in
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March/April 2010 | Home Business ®
19
 25 Best
Retirement
Businesses:
F E AT U R E
Savvy Business Start-Ups for 55+ Individuals
T
hough it is illegal to discriminate
in hiring individuals who are forty
years or older, recent studies reveal
prospective employers have been reluctant
to hire older, jobless workers in these slow
economic times because they believe they
will have to pay them higher wages, or
that they may lack updated job skills or
for other reasons. As a result, many jobless,
55-plus persons have been compelled to
become entrepreneurs and are successfully
starting their own businesses to support
themselves or to supplement their current
job earnings or retirement incomes. If you
are an older adult who is looking for a
needed income opportunity and/or to fulfill
an entrepreneurial dream, here are fifteen
business ideas (and an additional ten in the
sidebar) for you to consider:
**Please note: Professional associations
are primarily networking organizations
and generally do not provide start-up
information. Include a business-sized, self-
addressed, stamped envelope with any
postal correspondence.
1. CONSULTING**
Professional consultants are individuals
who have experience and expertise, and are
recognized as authorities in their professions
or industries. They are in high demand in
both good and slow economic times as they
offer clients advice to help solve problems
and expand their businesses or expertise;
or they may work in temporary positions
as needed by their clients.
Success Tips: Market your services in
specialty markets niches rather than as a
generalist. Offer to talk to target groups
and to conduct workshops at industry
Consultants are in high demand in both good and
“slow economic times as they offer clients advice to
help solve problems…
20 Home Business ®
”
| March/April 2010
By Priscilla Y. Huff
conferences. Encourage Many 55-plus persons are becoming entrepreneurs and
referrals from satisfied are successfully starting their own businesses to support
clients; and utilize a web themselves or to supplement their current job earnings or
site to reach regular and retirement incomes.
potential clients with
articles and e-newsletters.
Build residual income in offering CDs, 3. E-COMMERCE**
ebooks, video presentations, and other With present online retail sales reaching
products related to your profession and over 200 billion dollars and no signs of
consulting practice. slowing down, it is an ideal time to consider
Suggested Resources selling a product or service using the
*Association of Professional Consultants, http://www.consultapc.org/ Internet. Research your chosen e-commerce
*Get Clients Now by C.J. Hayden, MCC **See the Home Business© business idea(s) to see what you can offer
Magazine article, “Getting Started as a Consultant” in the October that potential competitors cannot.
2009 issue. Success Tips: Test-market your products
and services through online auctions and
2. CRAFTS-FINE ARTS other sites offering low-cost stores, before
If you have handmade products you launching full-time into a full-service web
would like to sell as a business venture, site with shopping cart software and credit
conduct a thorough market research and card capabilities. Stay connected to paying
testing at wholesale and craft shows to customers through regular e-mails and
see if they have the profit potential that e-zines; and providing excellent customer
warrants your work and time. Subscribe service with follow-up satisfaction queries.
to professional arts and crafts publications Attract new customers with print and media
and groups for business and production articles and ads.
tips. Refine your skills by enrolling in Suggested Resources
courses at art or craft centers. *Start an Online Business, www.business.gov/start/online-business/
Success Tips: Research competitors **See the Home Business© Magazine article, “25+ E-Commerce
to see how your designs can stand out Start-Ups” in the February 2010 issue.
from theirs. Conduct trial sales on
online auction and craft-selling sites to 4. FOOD SPECIALTIES
determine demand and pricing. Decide The popularity of television food-
if mass-production or creating one-of- preparation shows has spurred the interest
a-kind items is the best way to produce in learning how to cook foods of many
your items. Advertise in publications or local and ethnic cuisines. You may want
through your web site or others to reach to turn a dessert, condiment, or a special
your best customers. family recipe into a commercial product.
Suggested Resources Success Tips: Previous cooking
*The Crafts Report, www.craftsreport.com - arts-crafts business print experience, especially in a commercial
publication *The Crafts Business Answer Book by Barbara Brabec. kitchen is recommended. Produce your
product in your own licensed kitchen or
a rented one. Take time to learn all that
is involved in taking a food product to
market from other food entrepreneurs
and experts. Test-market your product at
farmers’ markets or specialty food stores
www.homebusinessmag.com
Continued on page 22
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Continued from page 20

before making a large monetary investment. Exhibit at food

specialty shows to find distributors, or market and sell via
the Internet.
Suggested Resources
Golden *Food Entrepreneur Resources, http://foodsafety.psu.edu/processor/resources.htm *National

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5. COLLECTIBLES’ APPRAISER-SELLER
Individuals, estate lawyers, non-profit organizations, and
collectors often need their antiques and collections appraised for
their value for insurance coverage, to settle estates, or to price for
selling. You can charge a fee for your written reports that evaluate
your clients’ items’ true market worth, as well as provide the best
selling avenues for them. You can choose to also be a consigner and
sell clients’ items for a percentage of the sales.
Success Tips: Specialize in the items you prefer and have
knowledge about. Join trade associations for further study,
credentials, and networking opportunities. Learning how to detect
imitations or fakes will add to your service’s marketability. Promote
your services at shows, to auction houses, through referrals, by
writing columns, and with a web site. Stay current with trends that
affect pricing and the demand for certain items.
Suggested Resources

Join the Wireless

*Appraisers Assn. of America, www.appraisersassoc.org/ *www.kovels.com/ - site of antique and
collector experts and authors.

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6. RADIO SHOW
If you are an expert in gardening, parenting, finances, or other
professions, you might consider hosting a radio show from your
own home studio. Many entrepreneurs are also broadcasting
a variety of programming with their own Web-based radio
as a Mobile Device Broker stations. Make money with advertisers and residual products of
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22 Home Business ®
| March/April 2010 www.homebusinessmag.com
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If you are an expert in gardening, parenting, finances, or other from home, setting your own hours and earning
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your own home studio. entrepreneur with L’Bel!
Success Tips: A background and/or experience in broadcasting
and communications, as well as the technological know-how
are essential. Increase your listening audience by offering to do
regular spots on other stations, local outlets, or web sites’ shows,
or at web conferences. Build your name recognition by writing
articles and books and by speaking in your profession and
industry until you can afford the equipment and funding to fully-
operate your own program.
Suggested Resources
*Creating Powerful Radio: Getting, Keeping and Growing Audiences News, Talk, Information & Personality
Broadcast, HD, Satellite & Internet by Valerie Geller *http://radio.about.com/index.htm - information,
Internet radio.
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7. MOVING SPECIALIST/COORDINATOR
If you are well-organized, have good people skills, and have » Sign up today at:
an active network of other professionals with whom you can https://join.lbel.com/HomeBusiness
partner, consider starting a moving-specialty and coordinating or call 1-866-788-0445 to speak to someone now!
service. Potential customers might include seniors who are
downsizing; business executives and military families who are
moving across the country; and other individuals who do not
have the time to handle all the integrated tasks that moving
one’s household involves. You may also specialize in moving
livestock, boats, machinery, antiques, pianos, or fine art for
businesses and organizations.
Success Tips: Previous experience in the moving industry
or certain products is helpful. Have the necessary insurance
(liability, bonding) and any licenses and certifications needed.
Add services such as shipping items; contacting utility companies;
assisting with change of address notifications; taking items to
auctions; staging homes for sale; organizing new spaces, and the
coordination of arrangements that lead to a well-orchestrated
move for your clients. Attention to detail and having caring,
courteous help and consideration, will foster satisfied clients
and their referrals.
Suggested Resources
*American Moving and Storage Assn., www.moving.org *How to Survive A Move by Hundreds of
Heads (series).

8. PROFESSIONAL SPEAKER
If you enjoy speaking to groups and have a presentation
that will inspire, teach, or relay a compelling story or
events that appeal to your particular audience, you can
consider speaking on a professional basis. Most successful
speakers start part-time while working in their professions,
giving workshops and keynote speeches and perfecting their
presentations over several years until they earn enough to
become full-time professionals.
Success Tips: Join local or national chapters of speakers’
organizations to get feedback and tips from professional
speakers to improve your speaking and delivery skills.
Offer to speak at local organizations, colleges, and business
Continued on page 24

March/April 2010 | Home Business ®

23
 25 Best Retirement Businesses:
Continued from page 23

groups and to get referrals for more

engagements. Concentrate on delivering
what your audience wants to hear and
caring about their interests.
Suggested Resources
*The National Speakers Assn., www.nsaspeaker.org/ *Toastmasters
International, www.toastmasters.org/.

Most successful
“
speakers start part-time
F E AT U R E

while working in their
professions…
” Experience and/or education credentials and
9. RENT-A-GRANDPARENT
If you love children and being a
grandparent or wish to be one, you
can advertise your services to baby-
sit children on special occasions; assist
new mothers and fathers in caring for
newborns in their homes; attend special
events or vacation with families; or
carry-out additional activities or tasks
associated with being a grandparent.
Success Tips: Complete background
checks and clearances that you may be
required to have to work with children.
Market your (rent-a-grandparent) services through local family publications and referrals
from families or social organizations.
an understanding of the ages of the children
with whom you are working are important
to be a success. Market your services through
local family publications and referrals from
families or social organizations.
Suggested Resources
*www.Grandparents.com – resource site with activities, advice, product
reviews. *The Grandparent Guide…by Arthur Kornhaber, founder,
www.Grandparenting.org.
10. REPAIR SPECIALIST
Take advantage of the growing “Green”
movement as yesterday’s throw-away
society is changing to one of recycling,
and reusing by offering to repair quality
specialty items from vintage clocks and
jewelry, to musical instruments, bicycles,
old toys, and even designer shoes. Set-
up areas in a refurbished garage or
outbuilding where customers can pick-up
or drop-off items; or offer to pick up and
deliver repaired items for them.
Success Tips: Apprentice with
experts to gain additional skills.
Conduct preliminary research to see if
a potential, paying market exists for
your services. Advertise in local classified

  
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24 Home Business ®
| March/April 2010 www.homebusinessmag.com
ads newspapers or free, regional online
classified ad sites, and with your basic
web site. Place business cards in retail
stores selling these items, new or vintage.
Encourage customer referrals.
Suggested Resources
*www.Business.gov/ - U. S. business start-up information portal
*www.SCORE.org/online_workshops.html - online business
development workshops.
11. SPECIALTY DRIVING SERVICE
If you like people and have a good
driving record, consider starting a specialty
driving service, focusing on transporting
children to and from after-school activities;
picking up and delivering people to
public transportation centers and night-
time events; taking seniors to medical
appointments; or even driving pets to
groomers or veterinarians.
Success Tips: Fulfill all commercial
licensing and insurance and business
regulations; as well as any required
background security checks. Conduct surveys
to determine what types of transportations
are needed most in your area.
Suggested Resources
*Starting a Driving Service For Pleasure and Profit (Business eBook
Reports) by Dana Carter.
“Ifconsider
you like people and have a good driving record,
starting a specialty driving service.
12. AUDIO-VIDEO PRODUCTION SERVICES
Multi-media specialists consult with
business owners, agencies, organizations,
and professionals to create videos, CDs,
DVDs, audio tapes, and other related
products for staff training, sales promotions,
presentations at seminars, trade shows, or
workshops; and also film for television,
documentaries, and video for web and
social marketing sites. Check with local
colleges or technical schools for related
courses if you need additional skills.
Success Tips: Experience and operating
knowledge of the latest computer and
equipment technology are required. When
starting out, lease or rent equipment to save
money, and determine what is the best for
your project. Network with others in your
industry to find an open market niche in
this highly-competitive line of work. Partner
with other entrepreneurs to provide a total
package tailored to your clients’ needs.
Suggested Resources
*Videomaker Magazine, www.videomaker.com *Web site:
www.VideoUniversity.com/.
March/April 2010 | Home Business
”
13. SPECIALTY FARMING
Fear of food-related illnesses, toxic
chemicals from fertilizers and contaminated
water, and a demand for healthier meals, are
all creating a demand for natural foods and
beverages. Organic and natural growers sell
to local consumers, eating establishments,
and institutions and through online and mail
order venues, depending on the produce or
products. Eating establishments and grocery
stores are also looking for fresh foods and
antibiotic-free eggs and meats.
Success Tips: Research the potential
markets for your products, and test
buyer responses at local farmers’
markets and trade shows. Enroll in
courses offered by agriculture colleges
and county extension offices. Join local
growers’ or farmers associations for tips
and networking opportunities.
Suggested Resources
*Backyard Market Gardening by Andy, W. Lee, Patricia, L Foreman
*USDA’s Extension Services, www.csrees.usda.gov/Extension/ - local
federal offices offering free or low-cost business counseling.
Continued on page 48
®
25
 Fast FLIPS
Bring SUCCESS

Courtesy of Armando Montelongo

Armando Montelongo — Real Estate Mogul and Host
of A&E’s “Flip This House” — Shares Secrets
for Turning Over a Quick Profit
F E AT U R E

By Deborah Jeanne Sergeant

According to Armando Montelongo, “All money
making is a head game, and not about the

A
rmando Montelongo wasn’t always spending all your time doing any one thing. circumstances around you.”
the brash, wildly successful real It is about balance. Eighty percent of your
estate mogul presented weekly on time needs to be about buying properties. everything. You get way too many people
A&E’s “Flip This House.” Five years ago, his HBM: What mistakes do most home-based who go out there and entertain themselves by
family’s unexpected medical problems left entrepreneurs make when it comes to making networking and being part of an association
him unemployed, broke, with poor credit, a quick profit? under the illusion that they’re going to make
and $50,000 in debt. They borrowed $1,000 AM: It goes back to thinking they know more money. Be very careful about that. I’m
to move from his in-law’s garage on a the answers, but the system has the answers. not big on associations, but spending time
cross country adventure to start over in San It is the answers. Also, never get greedy. I with people who have more money than I do.
Antonio. Within two months, he flipped his see this happen so much. People try to eke HBM: You practice Tae Kwon Do and as
first house and hasn’t looked back since. out every dime of payables or receivables. with any martial art, success depends upon a
Home Business® Magazine recently spoke Remember your overall strategy. Don’t be positive attitude and consistency. How do you
with Armando about his secrets for turning penny wise and pound foolish. apply those principles to business?
over a quick profit.
Home Business Magazine (HBM): What
are the top principles you’ve learned about
quick profitability that can apply to any
“Never get greedy… People try to eke out every dime of
payables or receivables.”– Armando Montelongo,
www.armandomontelongo.com.
home-based business?
Armando Montelongo (AM): Without
much education, you’ll lose tons of money and
”
HBM: It’s currently a “buyer’s market” in AM: There are no problems, only
you won’t be successful. Find a mentor who’s real estate. How can entrepreneurs make challenges and you look forward to those
been incredibly successful. There are really a profit when their industry is stagnate or challenges. Most people won’t ever figure
multiple parts to any business. With real estate in decline? them out. It goes from “I’m going to have a
flipping, there’s buying at the right ratios, AM: If it’s a buyer’s market, there are positive attitude” to becoming who you are.
fixing them up, and making sure you’re not still people buying. At a time when it’s Some people have to fake being positive, and
a recession, the average person works 70 there’s nothing wrong with that as long as
percent less. If you work 30 percent smarter, you’re not deceiving people. It’s a habit you
you’ll do better than the competition. I have have to practice.
seen so many people just go and shut it down HBM: As their companies grow, how
Courtesy of Armando Montelongo

and throw their hands up and say, “Oh, can home business entrepreneurs effectively
I can’t do well.” They lose their focus. All delegate to employees and/or contractors?
money making is a head game, and not about AM: The control factor is hardest. No one
the circumstances around you. I’m so huge wants to lose control. Any successful person
on having mentors, because they’ve already will have a sense of control. I’ll slow my
been thru these circumstances. business down and make sure everyone is
HBM: After turning a profit —what’s next? properly trained, and then I feel comfortable
AM: It depends upon how big they want to in letting go. I’ve come to a point where I
About Armando go. For me, once it’s turning a profit, it’s about know what I’m good at. I’ve focused on my
Montelongo systemizing. We “whiteboard” our entire realty business that makes me the money.
business every six months. We see what we’d What makes money in this business is being
Armando Montelongo, his wife, Veronica,
and their son, Armando, 11, live in San change if we were restarting our business right creative. Everything else is leveraged out.
Antonio. The couple head Montelongo now. It keeps customers incredibly happy. We
House Buyers and star on “Flip This work on what we can do to make it more Deborah Jeanne Sergeant writes from her
House,” seen Saturdays at 11 a.m. (10 a.m. home office in Wolcott, N.Y., penning trade
profitable and keep our students happy. It and consumer articles and corporate marketing
CST) on A&E. Montelongo also presents
educational seminars on how to succeed works amazingly. Focus on the systems. materials. Her web site is www.skilledquill.net.
in real estate flipping, and he sells a home HBM: How important is networking when For more information visit
study course and e-book on the subject at it comes to making money? www.homebusinessmag.com
www.armandomontelongo.com. AM: Networking with productivity is and click the Newsstand >>
Interviews Channel.

26 Home Business ®
| March/April 2010 www.homebusinessmag.com
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 Survey Shows Small Business
Employee Preferences on
Medical Advice
Saving on Medications Tops List
I
t’s no doubt that Americans are looking for ways to save on
health care costs. CIGNA recently issued the results of a survey
of consumers across the country that found that employees
at small companies (250 or less employees) are more likely than
N E W S S TA N D
those employed by larger companies (251 or more employees)
to look for ways to save money on prescription drugs. The same
study found that 60 percent of consumers are willing to spend
30 minutes on a site comparing health costs and services if it will
save them $100. Yet, only 40 percent say that they have actually
compared prices for their prescriptions, even though switching
from a brand name drug to a generic drug can save $200 per year
on average per prescription. Additional survey findings include:
■ Employees of smaller companies are more likely than those employed
by large employers to ask their doctor (65 percent) and pharmacist
(61 percent) for ways to save money.
■ Compared to those employed by larger companies, people who work
at smaller companies are also more likely to ask their physician for
the most cost-effective drug.
■ Regardless of the size of their company, men are more likely (43
percent) than women (30 percent) to take what their doctor tells
them to without asking questions about generic alternatives.
CIGNA offers several tools and tips to help people make better
and more informed health choices and save on health care. Visit
www.cigna.com/learn4yourhealth.
A recent survey finds most small business owners are multi-
tasking more than ever, but some say it’s leading to lower
quality work.”
28 Home Business ®
| March/April 2010
Is Multi-Tasking Hurting Small
Business?
Main Street Insights from SurePayroll
W
hen times are tough, small business owners face more
pressure to pick up the slack and find ways to do more
with less. According to a recent survey conducted by
online payroll provider SurePayroll, business owners are multi-
tasking to address the challenges of the current economy, keep
customers happy, and keep their businesses running smoothly.
The survey found that 88 percent of small business owners
think multi-tasking is now a key component in running a
successful business that business owners should embrace.
Indeed, 56 percent of respondents indicated that they often
handle three or more tasks simultaneously. SurePayroll
attributes the increasing tendency to multi-task to current
economic conditions that force businesses to produce the same
output levels with fewer resources.
Despite the widespread acceptance of multi-tasking, one in
four small business owners report that multi-tasking in some
way hinders their working ability. Multi-tasking skeptics cited
everything from decreased quality in work, tasks taking longer
than in the past, and becoming burned out more quickly:
According to SurePayroll President Michael Alter, business
owners can avoid feeling overburdened with tasks by getting
organized and finding ways to eliminate unnecessary processes.
Instead of going out alone and trying to be everywhere at once,
Alter suggests these methods for cutting down workload stress:
■ Make a prioritized list of tasks.
■ Outsource business operations to save time and money.
■ Take advantage of down time — relax and get recharged.
■ Let others help with the business’s daily operations.
SurePayroll’s service and team members are dedicated to providing an
easy, convenient online payroll service at a price small business owners
can afford. For more information, you can visit http://www.surepayroll.
com, call 877.954.7873 or follow us on http://twitter.com/SurePayroll.
Nation’s Women-Owned Firms
Carry Water
Contributing Nearly $3 Trillion to U.S. Economy
W
omen-owned businesses contribute nearly $3 trillion
to our national economy and create or maintain 23
million jobs according to new research conducted by
the Center for Women’s Business Research and funded by
the National Women’s Business Council and Walmart. This
report, “The Economic Impact of Women-Owned Businesses
in the United States,” adds to the current understanding of
the economic contributions of women-owned firms that to
date has relied only on number of firms, revenues and direct
employment. For the first time, this research provides a much
more comprehensive picture of the total economic impact of
women-owned firms, including the impact of the businesses’
purchases AND the purchasing power of their employees and
suppliers. Major findings include:
■ Approximately 8% of the total labor force work directly for a
woman-owned firm.
■ If women-owned businesses were their own country, they would
www.homebusinessmag.com
 Research provides a much more comprehensive picture of the total economic impact of women-owned firms.
have the 5th largest GDP in the world,
ahead of countries including France, the
United Kingdom, and Italy.
■ If women-owned businesses were
their own country, they would have a
greater GDP than Canada, India and
Vietnam COMBINED.
■ Industries where women-owned
businesses have the highest revenues
include professional, scientific,
technical services; retail, wholesale;
business services; communication,
media; and administrative, support,
waste remediation.
For more information on The National
Women’s Business Council, visit www.nwbc.
gov. For more information on The Center
for Women’s Business Research, visit www.
womensbusinessresearch.org.
Franchise Trends Strong
Future Projections for 2010
and Beyond
B
est Performing Franchises of 2009:
Franchises that have an “all-in” cost
below $100k are far and away doing
the best. These concepts are less likely
to need financing and thus are more in
demand. Businesses that can be run from
home and/or run as a second source of
income are also doing very well. Vending
concepts are very popular right now as well
as they fit both of these profiles.
Popularity vs. Profitability: There is still
a lot of interest in the food franchises,
but the entry point is prohibitive for many
given the credit crunch.
March/April 2010 | Home Business
Growth in the Baby Boomer Industries:
In-home senior care is doing very well.
They are mostly under 100k, and they
have a product that many people need,
not just want. There is demand for this
product, and the supply (number of
concepts) has increased more than any
other industry that we have in the last two
years. These, too, have increased their
spending with us. The best example is
Right at Home.
By Garth Snider, President of FranchiseOpportunities. At
FranchiseOpportunities Network, we identify, create and distribute valu-
able information regarding franchising and small business opportunities.
Visit www.franchiseopportunities.com.
For more information visit
www.homebusinessmag.com and click the
News Channel.
®
29
 7 Publicity Myths
MARKETING & SALES

THAT CAN Hurt

YOUR BUSINESS
Separate The PR Facts From The Fiction
By Pam Lontos

E
very business needs a cost-effective way
communications needs and
to keep their names, their products or
how they relate to competitors’
their services in front of their prospects
movements. Those elements help
and customers. For many business owners,
with the visualization of several
publicity is the key to such recognition
opportunities to convey messages
and awareness. When done correctly, at a reasonable cost, in very When done correctly, publicity develops your name
publicity develops your name recognition,
efficient ways. recognition, gives your business instant credibility, and
ultimately leads to increased sales.
gives your business instant credibility, and
Publicity can come from
ultimately leads to increased sales. And best
anywhere and in many different
of all, publicity is absolutely free.A thorough
forms. It can be as simple as having your splashed across the headlines of a magazine
internal and external assessment is a starting
product reviewed by a blogger, or as or newspaper. Unfortunately, because of
point, bringing together the company’s
dynamic as having your company’s name the many myths that shroud the concept
of publicity, many business owners fail to
seek it out.
Exploring the New Breed of Celebrity Before you can get your business the
publicity it deserves, you need to separate
By Marsha Friedman
the PR facts from the fiction. Below are
It used to be that the only way 4. Why am I the one to bring this the most common publicity myths and the
to be a celebrity was to be on TV, idea to them? truths behind them.
in the movies, or to do something 5. How can I make my points
completely lame. However, over the unique and different from what MYTH #1 – I NEED TO OWN A “BIG”
last decade, a new kind of celebrity has already been said on the BUSINESS TO GET THE MEDIA’S ATTENTION.
has emerged — the expert celebrity. topic by others? While it’s true that big business names
These are people who are absolutely are common in magazine and trade
You must “zero-in” on the one
at the top of their professions, and journal articles, the fact is big business
singular, unifying idea that excites
find a way to use the media to offer makes up only a small percentage of the
and energizes you — the one that
their expertise to the masses. American economy. Most readers know
urges you to get out of bed every
In today’s world of specialty the big business names, but they often
morning — the one that defines who
programming on TV and radio and can’t identify with them or their challenges.
you are and what you represent. This
with the explosion of web marketing, That’s why many magazines and trade
one central idea will be the driving
online media and social media journals are eager to hear the opinions
force behind every single work within
marketing — becoming a celebrity and perspectives from owners of small and
your book.
is no longer just for the A list of medium-sized businesses. So whether you’re
Success in today’s world requires
movie stars and recording artists we a solo entrepreneur, a franchise operator or
business leaders to market in
normally think of. If you’re in business a family business owner, find out what the
a way they may never have done
and are focused on expansion, there reporters want and then enthusiastically
before. They need to rise above their
is no better way than to become a give your slant on the topic.
competition, and become THE ‘go-
celebrity expert in your field.
to’ guy in their field, the recognized
The first step that many experts take MYTH #2 – MY BUSINESS WILL BE A
expert people want to deal with.
to establish their celebrity is to write HOUSEHOLD NAME FROM ONE BIG HIT.
The credibility that comes with this
a book about their area of expertise. Getting mentioned in or interviewed
recognition can build a business or
In order to be successful, experts by a major national publication with a
turn one around that’s failing.
should ask themselves five questions circulation of over one million readers
before putting pen to paper: Marsha Friedman is a prominent business woman who has run her is certainly impressive. But will such
1. What message am I enthusiastic
company successfully through prosperity and adversity, ironically having a stroke of luck make your business a
one of her best revenue years in the midst of 2008’s recession.
about that I want to convey? She is the author of Celebtritize Yourself from Warren Publishing household name? Not likely. To become
2. Who can benefit from it? (www.celebritizeyourself.com). As a radio personality and public speaker, a household name, you need to develop
Marsha can be heard every week on the nationally syndicated talk radio “top-of-mind awareness.” What is top of
3. How will it help them? show “The Family Roundtable” where problems that modern families
face are discussed. mind awareness? It’s when people think
Continued on page 32

30 Home Business ®
| March/April 2010 www.homebusinessmag.com
 7 Publicity Myths That Can Hurt Your Business
MARKETING & SALES
Continued from page 30

of you first to fulfill their product or service needs. It’s when

publications of all sizes quote you and publish your articles.
It’s when customers and prospects say, “I’ve seen your
company everywhere.” Most important, it’s when people
purchase your products or services because they know your
company’s name and they perceive you as the marketplace
leader. The only way to get top-of-mind awareness (to
become a household name) is through constant exposure in
a variety of publications, not just one big placement.

MYTH #3 – I NEED TO USE BIG WORDS TO IMPRESS THE INTERVIEWER.

In most cases, the person interviewing you, as well as the
publication’s readers, are not as intimate with your industry as
you are. Therefore, they need the information you give them
to be understandable and at a layperson’s comprehension
level. The best approach is to avoid speaking with industry
jargon or using techno-terms. Instead, speak as if you were
explaining something for the first time. The simpler you can
make your information, the better your chances of being
quoted as the expert source.

…whether you’re a solo entrepreneur,

“
a franchise operator or a family business
owner, find out what the reporters want and
then enthusiastically give your slant on the
topic.
”
MYTH #4 – I NEED A UNIQUE THEORY OR INSIGHT.
While you don’t want to rehash old news, there’s no need
to rack your brain for a totally new theory or perspective. The
RUN YOUR OWN best approach is to present your findings, opinions, or topic of
expertise in a new light — one that may be close to someone

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| March/April 2010 www.homebusinessmag.com
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Small publications are just as important as the big ones. Why? Card No. Exp. Date
Because you never know who reads them. You may think that a Name/Title
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readers were your target customers? Even better, what if your
interview or article in a small publication prompted an editor
from a large publication to call you? So target small publications
as well as the large ones. As long as your information is interesting
and accurate, you will gain more attention and get the publicity
you need. Digital and online circulation of print magazines can
greatly increase traditional print circulation.

MYTH #7 – I DON’T NEED PRINT PUBLICITY NOW THAT I HAVE

PROFILES ON SOCIAL MEDIA SITES.
Don’t assume that you can abandon traditional PR tools
just because you start having some success with social media
marketing. It’s a useful and inexpensive element of publicity,
but you also need the credibility and marketing from other
traditional tools, such as print publicity in newspapers and
magazines. In addition, some online reputation sites will give
you a lower ranking if you don’t have anything in the “real
world.” Just remember, you still need media exposure and a
physical presence, in addition to your online presence.

Getting publicity is the best way to promote your business.

And when you know the facts of the PR business, you can
attain the publicity you need easily and then use it to your
best advantage. With a constant stream of good publicity,
your business is destined to grow.
Pam Lontos is president of PR/PR, a public relations firm based in Orlando, Fla. She
is author of “I See Your Name Everywhere: Leverage the Power of the Media to Grow
Your Fame, Wealth and Success” and is a former vice president of sales for Disney’s
Shamrock Broadcasting. PR/PR has placed clients in publications such as USA Today,
Entrepreneur, Time, Reader’s Digest and Cosmopolitan. PR/PR works with established
businesses, as well as entrepreneurs who are just launching their company. For a free
publicity consultation, e-mail Pam@prpr.net or call 407-299-6128. To receive free pub-
licity tips, go to www.PRPR.net and register for the monthly e-newsletter, PR/PR Pulse!
For more information visit www.homebusinessmag.com and click
the Marketing >> Publicity Channel.

March/April 2010 | Home Business ®

33
 Forget
MARKETING & SALES
Facebook
and Twitter
For B2B, It’s All About LinkedIn
By Steve Fretzin, CEO of Sales Results
W
hen the ball dropped on 2010,
many people made resolutions
to make this a year of financial
success. Whether this means brokering
new business relationships, increasing
your current client base, or even reaching
a new demographic of clientele, your
resolution will no doubt require you to
network more efficiently.
However, networking has changed a
great deal in the last few years. Meeting
up and “doing lunch” is still a beloved
practice, but it has taken a back seat
to other forms of communication, such
as online social networking. Through
online social networking, you can reach
hundreds, if not thousands, of potential
contacts and clients, all with the click of
a mouse.
Indeed, thanks to online social networks
such as Facebook, Twitter, and LinkedIn,
networking has never been easier or more
efficient. However, choosing between these
3 valuable sites can be complicated — but
no one wants to waste valuable time and
energy trying to navigate all three.
For home business owners, LinkedIn is
generally the best bet. Here’s why:
It brings the separation gap from 6° to 2°.
■
LinkedIn not only allows you to connect
with people you know, but it shows you
the degree of separation between you
and others you are not yet connected to.
This allows you to discover who your
connections are connected with, and
many times they’re just the people you
need to know!
■ It allows you to reach the white collar
crowd. When you’re using social
networking to build your home business,
LinkedIn is the best tool because it is
used by so many white collar workers.
This helps you not only reach a large
audience, but your target audience.
■ You can easily find people you know
through school and work. Because
the profile includes an extensive area
to profile your school and work
34 Home Business ®
| March/April 2010
experience, it’s a great
way to re-connect with
people you’ve lost LinkedIn has a very unique tool that allows
touch with along the you to ask people you are connected with
way and someone you to connect you with people they know in a
went to college with professional way.
could now be your
ideal business partner! a tutorial or explanation of LinkedIn to
■ You can use it to get quality introductions. be sure you save valuable time down the
LinkedIn has a very unique tool that road. You don’t want to realize too late
allows you to ask people you are that the way you are using LinkedIn is just
connected with to connect you with a waste of your time.
people they know in a professional
way. A quality introduction like this is KNOW THE TRICKS
a great way to get your foot in the door There are three keys to being effective
and gives you more credibility than a on LinkedIn. First, create a complete
cold call would. and sophisticated profile. Second, have a
strategy for building your network. Larger
networks provide more contacts, but they
“ LinkedIn not only
allows you to connect
may not get you in the door as well as
a tighter group. Third, use the advanced
search tool to target the industries or
with people you know, companies that will get you the best
results in less time.
but it shows you the
degree of separation In today’s information era, the Internet
is a crucial part of every business success
between you and plan. If you don’t utilize the Internet and
others you are not yet online social networks, you are missing
out on free, easy ways to expand your
connected to.
”
client base in as little as 30 minutes.
If you are new to LinkedIn and Sales Results is an elite provider of sales
coaching and business networking all about
aren’t sure where to start, consider the results. Their clients know that effective
following pointers: coaching is the best investment they can
make in their careers, and Sales Results strives
to maximize that ROI (return on investment).
MAKE A GAME PLAN They work with entrepreneurs, sales teams,
Understand what you are looking to and business professionals who aspire to the
highest standards and practices of business
accomplish before beginning — many development in their chosen industries. They
people jump into using social media offer sales instruction and support as well as networking events and
without a plan. If you are looking for development workshops. Their experienced and supremely dedicated
sales coaches lead by example. All boast impressive track records in
more sales, be sure to create a large but sales, management, and business development and inject a great deal of
focused network within the LinkedIn site. humanity into the sales coaching process. For more information, please visit
www.salesresultsinc.com.
Going in blind is never a good idea.
For more information visit www.
LEARN THE LAYOUT homebusinessmag.com and
Take an hour to go through the LinkedIn
click the Marketing >> Internet
tutorials or attend a seminar — in less
Marketing Channel.
than two hours, you should be able to find
www.homebusinessmag.com
 How to Build
BUSINESSES & OPPORTUNITIES
a Service-Based
Business through
Partners
Zeroing in on Profitable Partners
By Sue Anderson-Lenz, Marketing Lure, Inc.
T
here is an old saying in marketing and
sales: People do business with people
they know, like, and trust. That’s fine
for tangible products where customers can
“kick the tires” before buying, but what can
a service-based business do to gain the trust
of someone who really has no idea how the
product will turn out?
Two ways to overcome the trust issue are
with guarantees and testimonials. But even
then, you are asking prospective customers
to trust unknown endorsers, and you, that
you will stay true to your word. A far
better way to break down the trust barrier
is through business partnerships. Look
around, and you will find many examples of
service-based partnerships in everyday life:
■ Airlines partner with hotels and car
rental agencies;
■ Real estate agents routinely refer home
buyers to inspectors;
■ Doctors and hospitals refer their
patients to other doctors for specialty
or follow-up care;
■ Landscapers and tree trimmers work
together on projects; and so forth.
Service-based partnerships work because
the buyer trusts the business making the
referral. As a result, customers are more
Partnerships
Partnerships can be divided into
four categories. As you progress up
the partnership pyramid, the level
of commitment increases in-line
with the likelihood of success and
benefits gained.
Strategic Alliances
Referral Networks
Subcontracting Partnerships
Associations
36 Home Business ®
| March/April 2010
Service-based partnerships can open up the door to bigger, better
inclined to trust projects, and the return on investment can be phenomenal when
the new business, partners act as advertisers.
too. Business
partnerships get your name in front of
As you progress up
a bigger audience of buyers. They help
expand your reach into new markets or
geographic regions. They can open up the
“
the partnership pyramid,
door to bigger, better projects, and the
return on investment can be phenomenal
the level of commitment
when partners act as advertisers. increases in-line
In general, partnerships can be divided
into four categories. As you progress with the likelihood of
up the partnership pyramid, the level
of commitment increases in-line with
success and benefits
gained.
the likelihood of success and benefits
gained. Let’s briefly examine these four
partnerships in detail.
”
responsible for earning the customer’s
trust. Subcontractors in turn, must earn the
ASSOCIATIONS contractor’s trust.
Associations are relationships that you When the partnership works well, the
develop through daily contacts. Minimally, subcontractor benefits from the contractor’s
associations serve as connection points that marketing efforts and good reputation.
give your business greater exposure through Likewise, the contractor benefits from more
the people that you know. The Chamber of projects, customers, and money.
Commerce and trade associations are two The contractor, however, may want to
ways to connect with other businesses. Since protect their reputation by requiring that the
many groups publish their membership subcontractor work through them. If that’s
lists, they also help get your business name the case, there will be few opportunities to
on the Internet. establish relationships with customers.
Social networking sites like LinkedIn, Relying exclusively on subcontracted
Xing, and BizSugar also give you Internet partnerships can be risky, too. When business
exposure, and you can demonstrate your is slow, contracting partners may opt to do
expertise through conversations with the work themselves rather than outsource,
other members. Or, you can join Business and if their jobs dry up, yours do, too.
Matchmaking and meet actual buyers in
regional, speed-dating-like events. REFERRAL NETWORKS
In all cases, there is little investment, Referral-based partnerships eliminate
trust, or commitment to get involved. It some of the baggage mentioned above. In
is likely that you will get more leads this type of arrangement, businesses refer
through your associations, but don’t count partners when one of their customers is in
on personal endorsements. For this, you the market for a partner’s services. Partners
need to develop higher-level partnerships operate independently, which gives both
with individual businesses. businesses the opportunity to establish
their own reputations.
SUBCONTRACTING PARTNERSHIPS Customers initially trust the new business
Next in the pyramid, subcontracting because they trust the referral partner.
partnerships can be a great source of The referred business subsequently earns
steady work. In this type of relationship, the new customer’s trust and builds their
the contractor takes the lead and is reputation by the work they perform.
Continued on page 38
www.homebusinessmag.com
 How to Build a Service-Based Business
BUSINESSES & OPPORTUNITIES

through Partners
Continued from page 36

Still with most referral networks, there is minimal incentive to

refer partners, and the relationship can become lopsided if one
partner does most of the referring.

STRATEGIC ALLIANCES
At the top of the pyramid, strategic alliances can be the hardest
to achieve, but hold the greatest promise in terms of real business
growth. Ideal partnerships complement and leverage each other’s
core strengths. For the partnership to work, both must share a
common vision. What should be accomplished, what is valued or
of interest, and what is required or expected from the partnership
should be clear to both parties.
Customers win because the partnership creates a better product,
better customer experience, or increased value. Partners win because
together they can take their combined services into new markets,
acquire bigger projects and customers, or leapfrog over competitors.

“ Once you know what you want, what you

bring, and what your ideal partner looks like, it’s
time to start your search.
”
Recognized as “one of the smartest strategies for competing
in the government market,” Teaming USA is a relatively new
resource that helps small businesses forge strategic partnerships
to win government contracts. You don’t need an organization
like Teaming USA to form strategic alliances, but all successful
partnerships require a strategy.

SECRETS TO SUCCESS
In terms of partners, there is no one formula for success. You
can have any number of partners and types of partnerships
depending on your goals. However, the strongest partnerships

WARNING have three necessary ingredients:

■ The partnership is mutually beneficial for both parties;
■ Partners complement each other, that is, each partner brings
unique value and skills to the partnership; and
Do Not Order A Windshield Repair ■ Both partners work in the same industry or serve the

Kit Until You Go To This Website: same customers.

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38 Home Business ®
| March/April 2010 www.homebusinessmag.com
STRATEGIZE FIRST
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Once you know what you want, what you bring, and what
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and click the Businesses or Start-a-Biz Channel. Expires: May. 28, 2010 Since 1972

March/April 2010 | Home Business ®

39
 BUILD YOUR
BBY
BUSINESSES & OPPORTUNITIES
USINESS
HELPING A
CHARITY
Getting Involved with a Local Charity Can
Benefit Society and Your Business
By Christopher J. Bachler
B
esides running your home business,
you need to reach outside your private
enclave in order to promote yourself
and to make the many contacts you will need.
Beyond making your business known, you
must also make yourself known. Since you
are the business, your business success will
ultimately rise or fall on your reputation.
But that’s something you can’t very well
demonstrate through an ad. The best way to
prove yourself if through your actual business
dealings. But how can you prove your mettle
to prospective customers before you get their
business? One of the best ways is by partici-
pating in charity work. Charities tend to draw
lots of important people and free publicity.
Not only can you make lots of useful contacts
and make yourself better known, but you can
also demonstrate your capabilities.
Through your participation you can:
■ Help raise funds.
■ Participate in promotional or educa-
tional activities.
■ Render special services that might be
needed.
MEETING PEOPLE AND MAKING CONTACTS
If your goal is to meet certain types of
people, some groups will be better than
others. You can’t know what sort of people
you’ll meet until you join and see for your-
self. But through most charitable causes,
you will meet movers and shakers and
many of the most prominent and ambitious
businesspeople in your community. Indeed,
few charitable groups can make it without
the help of such prominent civic leaders.
Most charities’ local boards of directors are
dominated by such folks. And many local
business enterprises will also be involved in
any number of ways, such as:
■ Donating money or equipment
■ Hosting special events on their premises
■ Actively participating in various fund rais-
ing, promotional or educational activities
Even if you don’t meet the people you
want, you can still make valuable inter-
40 Home Business ®
| March/April 2010
You make lots of useful contacts and make yourself better known by
mediary contacts helping a charity, and you can also demonstrate your capabilities.
through whom
you might make many additional contacts. and be sure to keep your commitments.
You want to prove yourself to be a
CHARITY WORK’S PERSONAL DIMENSION dependable person who honors commit-
There’s also a personal dimension to char- ments and performs competently.
ity work. Entrepreneurs are doers, and doers ■ Expect miracles. There’s no guarantee
like to accomplish things. For them, achieve- that you will make useful contacts or
ment is not just a good feeling, but a neces- even get favorable publicity. But even if
sity. Feeling useful and successful on any level by some chance you make no tangible
is the psychological tonic that gives such business gains, remember two points: (1)
people the sense of peace and satisfaction You certainly won’t make useful contacts
that helps them through life’s difficulties. or generate publicity by sitting quietly at
According to aptitude specialists, people home; and (2) No matter what your busi-
need to use all their special aptitudes in ness gains may be, you can still make an
order to feel healthy and happy. Failure important contribution to a good cause!
to do so causes frustration and unhappi- Thus, the payoff is guaranteed!
ness. That’s one reason why entrepreneurs
should choose businesses in which they will FINDING CHARITIES
utilize their special gifts. But since it’s not Many groups advertise or post notices in
likely that you will utilize all of your special churches or other public places. You’re also
aptitudes in your work, it’s important that likely to hear or read about such groups
you find other constructive outlets for those through the media. The Yellow Pages and
pent-up abilities that are dying to be useful. the Internet are good places to begin your
Charity work can give you that opportunity. hunt. Look under various listings such as
charities, health charities, or civic groups.
DO... Also try these sources:
■ Pick a charity you believe in. Not only ■ Charity Navigator –
would it be disingenuous to work with a http://www.charitynavigator.org
charity to which you’re not attached, but ■ Better Business Bureau – www.bbb.org
you may lack the enthusiasm to make (check under “For Charities and Donors”)
a really meaningful contribution to the ■ The American Institute of
cause. Shop around for something that Philanthropy’s “Charity Watch” site –
excites you. http://www.charitywatch.org
■ Avoid controversy. Controversial causes ■ The Charity Guide –
might offend other people—the last thing http://www.charity-charities.org
you want to do! So choose something
outside of political or controversial areas. Christopher J. Bachler is a 20+-year
veteran business writer and editor,
Health-related or civic improvement based in Drexel Hill, PA.
groups are usually safe bets.
DON’T...
■ Over-commit yourself. Charitable par-
ticipation can be like stepping into a
black hole—they’ll be happy to let you
do as much as possible, and they might For more information visit
call on you to do even more. So start www.homebusinessmag.com and click the
slowly, see how much you can handle, Business Growth Channel.
www.homebusinessmag.com
 Helping Patients Stay
on their Diets
SUCCESS STORIES
Father and Son Business Creates a
Hunger-Controlling Cookie
By Priscilla Y. Huff
T
hirty years ago, Dr. Sanford Siegal, a
young Miami physician, realized that
Hunger Wrecks Diets™. He knew
that if he could control his patients’ hunger
he could help them stick to their diets and
lose weight. Drawing on his chemistry back-
ground and passion for cooking, he discov-
ered that combining certain food substances
in a particular way produces a mixture of
proteins that offers unusual hunger control
per calorie. Dr. Siegal used his discovery
to create an appetizing, hunger-controlling
cookie to help his patients stay on their diets.
Encouraged by his patients’ weight-loss suc-
cess, Dr. Siegal added shake mixes and soups
to his line of food products.
Matthew Siegal, the son and now CEO
of Dr. Siegal’s COOKIE DIET® weight-loss
system, says their system has helped over
500,000 customers lose weight. In their
42 Home Business ®
| March/April 2010
private bakery Matthew says, “My father
personally mixes every batch of his propri-
etary hunger-controlling protein formula.”
Due to increased inquiries, the Siegals
launched their web site, www.CookieDiet.com
to take direct orders.” They also opened
seven kiosks and a Beverly Hills store, and
began selling through retailers in the U. S.,
Canada, and Latin America. With so much
media attention, the Siegals do little paid
advertising. Referrals from satisfied dieters
are their best promotional method. “One
woman who lost weight with our system,
opened a mall kiosk and says she is selling
over $100,000 a month worth of our cook-
ies,” Matthew says.
He says working from home gives him
the opportunity to “bounce” between simul-
taneous projects. “I may work on research-
ing locations for future stores, then take
Matthew Siegal and Dr. Sanford Siegal of
COOKIE DIET® say, “In recessions, deliver
necessities, not frivolous luxuries.”
a break and water the lawn, then go back
inside and resume (business) work.”
The Siegals believe the slow economy
has helped their sales’ growth. “People need
to eat, and one reason why our business is
booming is that most of our customers find
it costs less be on Dr. Siegal’s Cookie Diet
than not to be on it,” says Matthew.
With 80,000 existing web site members
and growing by 10,000 more per month,
the Siegals predict $15 to $18 million
dollars in sales this year alone with sweet
(non-fattening) success. For more infor-
mation about the Siegal’s products, visit
www.CookieDiet.com.
www.homebusinessmag.com
Pediatric/Neonatal Nursing
Background and Passion
Support Woman’s
Business Goal:
To Bring Awareness to the Dangers of Poor Infant
Positioning in Infant Seat Products
By Home Business Magazine
From her home, Beth Rumack runs BGR Juvenile Products, LLC

B
eth Rumack, creator of the Snuggin
Go®, comes from a long line of entre-
preneurs and was inspired to start
her own company by her great grandfather.
Beth’s great grandfather started a Hoy Shoe
Company after WWII, still owned and oper-
ated by her family, which makes the famous
Salt-Water Sandals for children. It is the
American dream to start your own business
and to have the ability to run a business from
home, which allows Beth as a mother to have
the best of both worlds. It allows her the
flexibility of being with her young children,
as well as having a career. “Taking an idea
from a concept to a reality and having the
opportunity for others to benefit from it is
truly amazing,” says Beth.
From her home, Beth runs BGR Juvenile
Products, LLC, a growing manufacturing
company, which licenses her invented/pat-
ented Snuggin Go® &
Snuggin Go Too® posi- and licenses her invented/patented Snuggin Go® & Snuggin Go
Too® positioners.
tioners. She promotes her
home-based business by educating about the and specializes in taking care of infants born
importance of infant positioning and using with Congenital Heart Disease. Beth spent
different media outlets to bring awareness over five years researching infant positioning
and to promote Snuggin Go® products. BGR and designing Snuggin Go®. It is her passion
Juvenile Products, LLC has a large follow- and goal to bring awareness to the dangers of
ing of online customers and is expanding its poor infant positioning in infant seat products
presence in small boutiques and larger retail as well as put a quality product on the mar-
stores. According to Beth, Snuggin Go® and ket that works and that parents can trust to
Snuggin Go Too® will be staple-must-have reduce Sudden Infant Death Syndrome (SIDS).
products in every family’s home in the next Beth is helping her home-based business
3 to 5 years. grow by attending trade shows, market-
Beth’s background, as a pediatric/neonatal ing to brick and mortar stores, making TV
nurse for over 10 years and as a Neonatal appearances to discuss infant and car seat
Nurse Practitioner for 5 years, helped her safety, and reaching out to the media to
develop the Snuggin Go® with her exper- share her innovative mom invention. She is
tise in safe parenting products. She currently excited to embark on this new adventure in
practices as a Neonatal Nurse Practitioner her life.

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March/April 2010 | Home Business ®

43
 FINANCING
IN A CASH
MONEY CORNER

CRUNCH
Accounts Receivable Financing is a Route You May Want to
Consider Accounts Receivable Financing a form of short-
By Carla Maria Dummerauf term borrowing, where an advance is made to a
business as a loan or against the purchase of its
accounts receivables.

Y
our cash is tied up, yet you are
facing an opportunity you just can’t
pass up, a chance to expand into
a new market or a capital investment you
need in order to conduct your business
efficiently and effectively. But these are wild
and crazy times. You can hear the snap of
the leather as business belts are tightening;
banks and financial lenders being no
different. Everyone is cracking down on
their extensions of credit, and tightening
up on their lending windows. You wonder
what alternative options are available to
you to move forward with your plans.
Where can you turn before your golden
opportunity slips through your fingers?
ACCOUNTS RECEIVABLE FINANCING
This is another route you may
want to consider in order to be able jump
on that opportunity which has manifested
itself to you. This is a form of short-term
borrowing, where an advance is made to a
business as a loan or against the purchase
of its accounts receivables. It is prudent for
you to know what you are heading into
in order to negotiate the best arrangement
for you and your business. After all, this
is a more expensive form of financing,
and borrowing against your receivables
inevitably lowers your profit margin. Your
best strategy would be to mitigate those
losses the best you can. In order to do so,
you should go into your meet and greet
with your institution of choice armed with
a fairly good understanding of where your
portfolio’s strengths and weaknesses lie.
It would help to understand the different
avenues of financial institutions you can
approach, and what type of product
they offer in terms of purchase or loan
agreements. You have to weigh the cost
of the missed opportunity against the cost
of this form of short term borrowing or
relinquishing of your assets, so you can
make a decision of what best suits you and
your vision.

Forget the Economy – 3 Ways to Boost

“and
… you should go into your meet
greet with your institution
of choice armed with a fairly
Profits NOW
good understanding of where
By Nathan Jamail your portfolio’s strengths and
weaknesses lie.
Making 2010 the best year in profits is easier than you may think. Many companies
are not choosing to participate in the “recession.” They are choosing to take control of
WHO DO YOU GO TO?
”
their company’s economy. There are three areas to focus on in order to make your own
There are three options available to you,
economy:
and each one operates slightly different from
1. Fight the “Power of New”: Company leaders who are willing to do what they the other. You can approach Banks, Financial
know and fight the “power of new” will truly win by increasing profits. The “power of Service Agencies, or “The Receivables
new” is the event when the leaders implement a new program and after 60 days the Exchange.” Each one offers its pros and
newness of it has worn off and it starts to look like a lot of work. Fighting the “power cons in relation to the control and servicing
of new” takes a strong leader and commitment to keeping the team excited and of your receivable customers, the final
motivated. costs of the agreements, and the freedoms
allowed you in terms of re-investing your
2. Go Back to the Basics: In this recession, it’s going to take great leaders to
cash allocations, as well as how they would
get down to the basics: commitment to practicing; coaching the team; holding team
qualify you, and the receivable accounts you
members accountable to getting to the next level; and team building.
offer in trade.
3. Focus: While other organizations worry about how to hold out until this “economic A bank’s approach to Accounts
downturn” is over, the winning companies will focus on how to take advantage of the Receivable/Inventory Financing (ARIF) is
current economy and will implement their own “economic stimulus package.” either via: a simple single advance note
secured by a blanket lien on the receivables;
The economy can be the greatest excuse for failure or the greatest motivator to
or a fully followed assets-based loan
succeed. The choice is yours!
where the lender secures control over the
Nathan Jamail, president of the Jamail Development Group and author of “The Sales Leaders Playbook,” is a motivational borrower’s cash receipts and disbursements,
speaker, entrepreneur and corporate coach. As a former Executive Director for Sprint, and business owner of several small as well as the quality of collateral. Generally
businesses, Nathan travels the country helping individuals and organizations achieve maximum success. His clients include the borrower still manages the accounts
Radio Shack, Nationwide Insurance, Metro PCS, and Century 21. To book Nathan, visit www.NathanJamail.com or contact receivables, but is required to report to
972-377-0030. the lending institution regularly regarding
Continued on page 46

44 Home Business ®
| March/April 2010 www.homebusinessmag.com
Do you think this mother really wants to leave her baby with a babysitter; not knowing for sure what’s really going on?
Do you think she’d be interested in a simple hidden camera system that would let her see if her baby was being abused or not?
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 Financing in a Cash Crunch

The Tutoring Industry is HOT Continued from page 44

the status of the collateral for the term of

Even in our uncertain economy – parents now the agreement. The bank’s advance rates
more than ever are seeking tutoring for their kids are generally in between 70%–80% of the
receivables for what they define lower risk,
MONEY CORNER

but this depends on their view of the quality

of the accounts. The rates can go down as
their view of quality goes down. The lower
advance rates are applied when the lender
perceives heightened risks of doing business
with your accounts receivable clientele.
They will look at the overall quality of your
customer base, taking into account whether
they are publicly-rated companies, small
privately owned companies, or individuals
as consumers. Finally this type of financing
t
Own a Tutor Referral Service in Your Community is a loan; therefore, you will be structured
t
Be a Home-Based TUTOR BROKER to pay back the principle + interest + any
t
We Teach you how with our Complete Home Tutoring Business Package service fees accrued.
t
All for a fraction of the cost of a franchise – no monthly fees or royalties
“ Safe to say the lower advance
rates are applied when the lender
Visit us today at perceives heightened risks of
doing business with your accounts
www.hometutoringbusiness.com receivable clientele.
”
Or call 1.888.847.0033 Financial Service Agencies (FSAs)
NEW Accounting Tools for Tutors now available at: use a technique called Factoring, which
www.AccountingToolsForTutors.com involves the direct purchase of certain
approved receivables altogether. They
purchase these accounts at a discounted

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46 Home Business ®
| March/April 2010 www.homebusinessmag.com
price, say on average 80% of the face
value which it will pay to you the seller
minus their service fees. Unlike the
banks, the FSAs assume all credit risks
for the purchased amounts, frequently
performing all accounting functions in
connection with the receivables, and
purchasers are notified to remit payments
directly to the factors, (the FSAs).
The Receivables Exchange (TRE) is an
online marketplace at receivablesexchange.
com, which houses under one roof all the
accredited institutional lenders in the market
for purchasing receivables. TRE is in the
business of buying and selling receivables
through real time auctions. Sellers post one
or more receivables, control the pricing
parameters, and set the minimum amount
of advance they are willing to accept, as
well as the maximum fee they are willing
to pay. They also determine the length that
their receivables are open for bid (average
3–10 days.). There are entry requirements
you have to meet in the application process,
like having your doors open for business
for a minimum of two years, as well as a
minimum annual sales of no less than half a
million dollars.
WHAT INFORMATION DO YOU NEED TO
PROVIDE?
You will be bringing with you your
financial statements, recent tax returns,
and your “aged” accounts receivables
in the form of a report listing your
accounts and detailing the current status
of delinquency of the balance owed.
Delinquency is commonly defined as 30,
60, and 90 days overdue relative to the
terms listed on the invoice.
“ofYouthehave to weigh the cost
missed opportunity
against the cost of this form
of short term borrowing /
or relinquishing of your
assets…
” well to look at some of the issues put forth
HOW WILL YOUR ACCOUNTS RECEIVABLES
BE VALUED?
For you to effectively be able to negotiate
and decide if you are getting a fair deal,
understand what institutions are looking
for as qualifications. If it is a loan that
you are looking to take out against your
receivables, then the banks will take into
consideration your purpose for the loan,
your anticipated source of repayment, and
the quality of the receivables you lay down.
In fact, all of the institutions will give a
close look at this. In addition, they will
all look at your Cash Conversion Cycle.
Even TRE will, when qualifying you in
the application process. (In its simplest
terms, the cycle refers to the number of
days between when a business pays for its
materials/inventory and when it receives
cash for these goods. It represents the time
in which working capital is “tied up.”)
The institutions will not look at
delinquent receivables older than 90
days, and they would prefer to bargain
with those sitting at 30 days. They will
look closely at delinquency trends within
the receivables base. Rising delinquency
means increased risk, which may signal
problems with the borrower and the
capacity to collect. That is going to affect
your advance percentages, if not your
eligibility altogether.
The institutions will scrutinize your
business and your industry’s performance
in the current economic environment at
the time of the application, as well as your
position within the industry and your
customer base. They will check for
lien searches. Some will even ask for a
criminal records search, and they will
be looking in particular for registrations
of “purchase money interests” and “tax
liens,” because these take legal priority
over a lender’s lien, or an outright
purchaser.
What would put a smile on everyone’s
face is if the receivables have a 3rd party
guarantee or insurance. This reduces the
risks, and thereby justifiably supports
higher advance percentages. Some
examples of these types of guarantees or
insurance are government-sponsored and
private insurance programs. No doubt
these can significantly influence eligibility
considerations.
Know what you hold in your accounts
receivable portfolio. Even if you are not
at the moment considering Accounts
Receivable Financing, it may serve you
and tighten up on the areas that you feel
may currently not stack up in
respect to these accounts. It
can only improve your bottom
line.
Carla M Dummerauf is the owner of
CHICKMELIONfreelance who offers a triple threat advantage for small
business such as writing, design and marketing services, ensuring you
get the complete package. CHICKMELIONfreelance specializes in:
Article Marketing, Press Releases, Newsletters, E-brochures, Banner Ads,
Squeeze pages and much much more at affordable prices.. It is Carla’s
belief that no business is too small for the best of services, and no budget
is too small for the best of solutions. Carla has held a Marketing Degree
for over 20 years and lives to watch small businesses grow. After all it is
the backbone of our country, don’t you think? For more information catch
up with Carla at http://chickmelionfreelance.blogspot.com.
March/April 2010 | Home Business ®
47
 25 Best Retirement Businesses:
Continued from page 25
14. TOUR LEADER
Travel is no longer for wealthy
individuals. Competition and the recent
slow economic times have created
affordable prices that have made travel
a popular pastime for all ages. You can
lead bike, bus, rail, ship, and/or flight
tours to local, state-, nation-, or worldwide
destinations. You can subcontract your
services to local travel agencies, tourists
F E AT U R E
“youDecide what type of tours
want to lead and write
a business and marketing
plan to reach potential
customers.
15. VINTAGE REPRODUCTIONS OR RESTORATION
” Antique specialists, museums, and collectors
will also pay for the repair or restoration of
Theatre, movie, and television companies; original items…
collectors, and different mature age groups
seek reproductions of vintage clothing, For more business start-up information,
jewelry, old toys, and other bygone visit web sites like the U. S. Small

bureaus, schools, volunteer agencies, and
other organizations; or you can operate
your own tour business.
Success Tips: Check to see what
licensing and business regulations you must
follow. It is helpful to have a travel industry
background; or enroll in courses for needed
certification. Decide what type of tours
you want to lead and write a business
and marketing plan to reach potential
customers. Advertise in travel publications,
radio and television ads, by writing articles,
and with a web site. Add additional income
with travel CDs and publications of tours;
and by offering to find the best deals and
packages for your clients.
Suggested Resources
*The Business of Tour Operations, 3rd ed., by Pat Yale
*www.itmitourtraining.com/ - Tour director training.
items for various purposes or for their
collections. Antique specialists, museums,
and collectors will also pay for the repair
or restoration of original items ranging
from fountain pens, vehicles, telephones,
and countless other items.
Success Tips: Enroll in old-world craft
centers, or take private lessons to learn the
skills needed to reproduce or restore the
items in which you plan to specialize. Test-
market your items, selling on online auction
sites, as well as on craft and specialty
sites. Find new customers by writing and
advertising in related trade publications and
collectors’ sites.
Suggested Resources
*http://AntiqueRestorers.com/ - information. *Vintage Indie™
Magazine, http://vintageindie.typepad.com/vintage_indie/about_.
html - vintage entrepreneurs.
Business Administration’s www.sba.
gov/50plusentrepreneur/index.html; www.
SCORE.org; the Kauffman Foundation’s Fast-
Trac business development programs, www.
fasttrac.org/; and local community resources.
Research your idea, consult with experts, write
a business plan, and then launch into your own
home business. Start today and operate it the
rest of your life, if you choose, earning money
while doing work you love!
Priscilla Y. Huff (www.PYHuff.com) welcomes
comments at Home Business Connect http://
connect.homebusinessmag.com/; and on
Twitter: http://Twitter.com/HerHisBizWriter.
For more information visit
www.homebusinessmag.
com and click the Business
Start-Up Channel.

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48 Home Business ®
| March/April 2010 www.homebusinessmag.com
 10 Additional Retirement Start-up Business Ideas
1. Green Consultant – Advise home and business
owners how to save money and energy, and protect the
environment in their lifestyles and operations.
2. Grandparents’ E-zine – Write an e-zine, blog, or
column specializing in experiences and/or products,
advice, or other topics that grandparents can share with
their grandchildren.
3. Information Specialist – Sell clients reports in the
industry or profession in which you are experienced and
an expert.
4. In-Home Care (Non-Medical) Services – Run
errands and assist seniors, home-bound individuals,
and others who have demanding work and/or travel
schedules with daily (non-medical) tasks.
5. Inventions/Innovations – Use your industry and/or
hobby training and experiences to create, patent, and
license new products.
DIDN’T WORK A MINUTE BUT...
MADE $3,400 LAST WEEK THE OLD FASHIONED WAY!
Just cashing checks and money orders that came to my mailbox. The week before
I made $2,800, the week before that $3,900! I couldn’t stop getting paid if I wanted to!
NO COMPUTER! NO INTERNET SKILLS! JUST COLD HARD CASH. EVERY DAY!
While people everywhere are wasting money on impossible
internet programs old fashioned direct mail builds fast fortunes!
Now, for the first time ever, you can do what I do.
“I spent thousands on internet programs over the years. What a
waste! Now I place a simple phone call and the checks, money
orders and cash show up in my mail box every day!” Austin J, laid
off contractor, San Antonio, TX
“I can’t write worth a darn or spell worth a lick so I’m glad all the
work is done for me. Received $800 today for mailings I didn’t
even do! This is the best program ever!” Monique, single mom,
New Orleans, LA
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6. Mobile Business – Bring your services, tutoring,
grooming, hair styling, and car detailing directly to
clients’ homes or offices.
7. School Assembly Presentations – Schools, home-
schooling organizations, and institutions seek educational
and/or entertaining presentations featuring programs
on animal, science, and other topics for their students,
clients, and patients.
8. Teaching-Tutoring – Share your knowledge and
expertise with others instructing through online,
in-school, or private classes.
9. Technology Installer – Set-up, install, and provide
basic operating instructions to buyers of televisions,
computers, and home entertainment and theatre systems.
10. Travel Writer – Write informative pieces about travel
destinations for local, national, and global web sites and
print publications.
“Now I understand why you said this is the secret method big
companies have used to build a fortune for more than 50 years! It is
low tech but it works and works and works.” Thomas, still employed
but hate my job, St. Paul, MN
Make $$$ like the pros! The work is done for you; If you can place a
simple phone call all you have to do is open your mail box and collect
the checks and money orders.
Now, for the first time ever I will reveal the astonishing secret to a never
ending river of cash in your mailbox but ONLY If you act immediately! I
will even give you my private phone number so I can personally help you
jump start your success! But I can’t help everyone, so act now.
March/April 2010 | Home Business ®
49
 Top Three
“Green” Savers
THAT ARE
Free
HOME OFFICE

Ways for Small Businesses to Save Money

without Spending Money
By GREENandSAVE.com

The perception is that going green costs more money, but that

D
o you own a small business?
Are you strapped for cash? Do isn’t true.
you find it hard to pay your
vendors or employees? The economic 1) CORRECTLY SET THE THERMOSTAT
downturn is prompting business owners
to reexamine all costs to figure out where
“LEDs use less energy
and last 100 times
SAVE up to $230 each year... ROI = 200%

they can cut down. The perception is By pre-setting the temperature, you can
that going green costs more money, but
longer than incandescent increase your employees’ comfort, because
that isn’t true. The following are small bulbs and last 10 times the office can, in effect, “warm-up” in the
adjustments that any business can take longer than Compact winter or “cool-down” in the summer just
that will save a bundle — for free! before you come in to work. Programmable
• Correctly Set the Thermostat.
• Put a Paper Reduction Program
Fluorescents.
” Thermostats are one of the most cost-
effective ways to save money, and the
in Motion. The data is based on a “template” environment. Heating and Cooling accounts
• Replace typical tube bulbs with 10-person office with 2,500 sq. ft. so that for up to 40% of an office’s annual energy
LEDs and pay only when you see small business owners can scale the data costs. You can save up to 10% when
the savings! to match their business size. This would be you use a programmable thermostat to
equivalent to a larger home with a large adjust the temperature automatically at
See: http://www.greenandsave.com/greenoffice home office. night. You can save by keeping the office
substantially cooler at night in the winter
and substantially warmer at night in the
summer.
Become More Energy Efficient ENERGY STAR® is a joint program
By Eric Tyson, MBA of the U.S. Environmental Protection
Check out opportunities to make your home more energy efficient. Adding insu- Agency and the U.S. Department of Energy
lation and weather-stripping, installing water-saving devices, and reducing use of helping us all save money and protect
electrical appliances can pay for themselves in short order. Many utility companies the environment through energy efficient
will even do a free energy review or audit of your home and suggest money-saving products and practices. Results are already
ideas. adding up. In 2006, Americans, with the
help of ENERGY STAR®, saved up to
Thanks to tax law changes, you may also qualify for “Residential Energy Credits,” $14 billion on their utility bills, and saved
which reduce your tax bill. In fact, these energy credits, which were available in enough energy to avoid greenhouse gas
2007 but not in 2008, were recently improved under the American Recovery and emissions equivalent to those from 25
Reinvestment Act. Under the act, energy improvements — such as adding insulation, million cars.
installing energy-efficient windows and doors, installing solar panels, and so on — are ENERGY STAR® qualified
eligible for a credit rate of up to 30 percent of the cost up to a limit of $1,500 for all programmable thermostats offer savings,
qualifying improvements placed in service in 2009 and 2010. This is a great way to comfort and convenience. Set a “program”
save money, and the benefits will be two-fold. Not only will you be helping your bottom for your thermostat to follow based on
line, you’ll also be reducing your personal impact on the environment. your staff’s work hours on each different
work day and weekend, so you don’t have
Eric Tyson, MBA, is one of the nation’s best-selling personal finance book authors and has penned five national bestsellers. (He is also the to think about adjusting the temperature
only author to have four of his books simultaneously on BusinessWeek’s business book bestseller list,) His Personal Finance For Dummies
(Wiley) won the Benjamin Franklin Award for the Best Business Book of the Year. He is also the author of Investing For Dummies and manually. A programmable thermostat that
coauthor of Home Buying For Dummies and Real Estate Investing For Dummies, among other titles. Visit www.erictyson.com. you can set for multiple different days costs
up to $115. The ROI Calculation is based
Continued on page 52

50 Home Business ®
| March/April 2010 www.homebusinessmag.com
Do you want “a” business or “The Best” business?
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 Top Three ‘Green’ Savers That Are Free
Continued from page 50

on the average US employee generating an annual heating and cooling

of $238. The 10% annual savings per employee is over $23. So, for an
office of ten, including family in the home, the savings is over $230.
HOME OFFICE

Payback Added Annual 5 Year Return on

Time in Cost: SAVINGS SAVINGS Investment
Years: (ROI):
0.5 $115 * $230 $1,150 200.0%

*This cost is included only if the business does not already have a Programmable Thermostat

“ The increases in office paper consumption have

surprised many of the research groups that expected
the “information technology” revolution to reduce
demand.
2) PUT A PAPER REDUCTION PROGRAM IN MOTION
” Programmable Thermostats are one of the most cost-
effective ways to save money, and the environment.
SAVE up to $1,250 each year... ROI = 312.5%

If you take just a few steps to reduce paper consumption in your
office, you will receive one of the most cost-effective paybacks. On
average, US office employees use 1.5 pounds of paper each work
day. Legal and Financial firms generate 2 pounds or more. Over 250
work days, the 1.5 pound level generates 375 lbs/year. At $.88/lb,
the cost of paper is $333 per employee or year. A 10-ream carton
of office paper weighs about 45 lbs with 500 sheets per ream and
5,000 sheets per carton. The average is 111 sheets per pound, and
the high average volume of daily paper use at over 150 sheets is due
to factoring in everything that is ‘unseen’ by an individual employee
such as quarterly reports, human resource and medical files, sales
proposals, marketing letters, as well as emails, and even printing
personal files like Internet map directions.
The increases in office paper consumption have surprised many
of the research groups that expected the “information technology”
revolution to reduce demand. Experts initially believed that email
would specifically reduce our demand for paper, but the “cc”
factor and high speed printing have let many people along any
given communications chain simply hit print out of convenience.
Even in a digital e-business world, over the course of 250 business
days, average US employees and home office workers generate a
staggering 375 lbs of paper per year.
Time is money, so factor in four hours of administrative time at
an opportunity cost of $100 per hour. Naturally, this is an average
that may vary based on the value of time in any given business and
the efficiency of the program administrator to oversee and circulate
the policies provided in this resource. The ROI Calculation is based
on reducing one of the average 1.5 lbs of paper produced by an
average employee per day, and the cost of a ream of paper at $40.
At the average cost of $.88/lb, each employee uses $333 of paper.
Saving $125 per employee...simply starts to add up significantly.
Payback Added Annual 5 Year
Time in Cost: SAVINGS SAVINGS
Years:
0.3 $400 * $1,250 $6,250
3) REPLACE TYPICAL TUBE BULBS WITH LEDS AND PAY ONLY
WHEN YOU SEE THE SAVINGS!
This is the newest weapon in the GREENandSAVE fight to
reduce energy costs for small business owners and property
managers. Lighting accounts for about 21% of an office’s energy
costs. A single bay or home office of four traditional fluorescent
tubes can cost over $125 a year to operate. Just take a quick
look around the ceiling and you can see the money leaving the
building. You may have heard in “home energy” conversations
that LEDs use less energy and last 100 times longer than
incandescent bulbs and last 10 times longer than Compact
Fluorescents. Now, the LEDs have come to the workplace. The
new bulbs are like four foot crystalline tubes of efficiency, but
they can cost over $60 each. So, a retrofit for a 2,500 square
foot office could cost $6,000 or more. However, for every $1.00
spent you can save $.40, that adds up to $400 for every $1,000.
Even though the payback comes in just over 2 years, the retrofit
up-front cost is still a deal buster for most business decision
makers — especially in this recession.
Making small adjustments towards going green can save
money for any business. This is all in an effort to start shifting
the wave of inertia and move America in the direction of Energy
Independence.
GREENandSAVE is one of America’s leading free “Green” home and office remodeling resources for
anyone that wants to save money and the environment as well as create a healthier property and
overall lifestyle. Our team continues to research the data from a broad range of public and private
sector reports as well as manufacturer specifications and actual user feedback. We offer compre-
hensive Return on Investment (ROI) ranking and Take Action recommendations on multiple ways to
“Go Green.” For more information, visit GREENandSAVE.com.
Charlie Szoradi is the President and Founder of GREENandSAVE. He brings multiple decades of hands
on experience to the culture of sustainable living and cost-savings for property design and remodel-
ing. He focuses on ‘high performance’ architecture, and in the early 90s, he wrote his Masters of
Return on Architecture thesis on sustainable design, entitled “Eco-Humanism.” He has taken a leadership role
Investment at the national and regional level. From the cover profile of Investors Digest Magazine to the Energy
(ROI): Expert for US Magazine, Charlie has simply dedicated his career to green innovation.More: http://www.
greenandsave.com/bio_szoradi.html
312.5%

*This cost is just a factor for the administrative labor, so it could be ‘”free” if it’s time that is not spent For more information visit
generating money in a down a market. www.homebusinessmag.com and click the Home Office or
Go Green Channels.

52 Home Business ®
| March/April 2010 www.homebusinessmag.com
 Partnering Leads to Merger
for Bigger Opportunities
SUCCESS STORIES
Former Corporate Leaders Create a Unique Publishing
Business and Redefine an Industry
M
ichele Smith had her first child
and was dealing with a 2-hour
commute to and from work. Time
with her family was suffering, and she had to
make a change. She met Michelle Gamble-
Risley at a children’s birthday party before
appearing on the Rachael Ray show last Fall.
Ironically, Michelle was trying to get a client
on the show. Michele offered to walk in her
client’s media kit into the producer’s office
and before she left, the two ladies had lunch
and hit it off. Michelle asked Michele why
she was working for someone else, and she
didn’t have a good answer. Michele read a
copy of Michelle’s book, “Second Bloom” —
and she immediately quit her job afterward.
She launched M Communications. The ladies
successfully started partnering up on projects
and merged their companies.
Michelle Gamble-Risley’s last
corporate job was as director of strategic
communications at a marketing agency.
54 Home Business ®
| March/April 2010
By Home Business Magazine
She supervised a staff of five
people to create marketing and
public relations campaigns.
She also did a lot of business
development and networking Michele Smith and Michelle Gamble-
to help grow the business. Risley merged their companies into M
After a year of putting up with Communications.
demanding crazy bosses and learning how handle the requirements of the job with no
to run the office and attract new business, line-of-sight management. The publishing
she decided to quit. Michele Smith’s last company also offers full-service publishing
corporate job was director of marketing for with national distribution into all of the
a high-end architecture firm in downtown major retail stores.
Sacramento, California. M Communications’s clients include
“M Communications and its division 3L business2business and women entrepreneurs
Publishing have a distributed virtual team of and authors. M Communications has a
skilled, talented professionals, from editors range of diverse clients, from technology
to graphics artists, and from marketing companies to green business—from
to public relations experts,” says Michelle jewelry to skin care. Between the two of
Gamble-Risley. Communication exchanges them, they have experience in so many
take place in the e-mail, via phone, or and markets. Few clients show up that the two
via conference call. M Communications only owners don’t understand what the clients
hires well-qualified professionals who can do and need.
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www.homebusinessmag.com
Foreclosing on
Success
Chance Phone Call Leads to a Lucrative
Foreclosure Cleanout Business
By Home Business Magazine

W
hat started as a typical small-town
eastern Ohio summer workday
for JT Stewart of East Liverpool,
Ohio — renting dumpsters to businesses and
contractors from his small, spare bedroom-
sized home office — ended in anything but
a typical day. A chance phone call changed
his business life forever.
The call was from a local real estate
agent who sold foreclosed homes, asking
if he knew anyone who could supply a
dumpster and also load it with debris from
a foreclosed home she was selling. “I wasn’t
even sure where she got my number but,
being the consummate salesman, I told her I
could do the job,” Stewart said. Using tools
that he begged for and borrowed, Stewart
completed the project and made a $500.00
profit. “After doing a few more similar jobs,
I quickly realized I was on to something and
a new business was born,” he said.
Stewart worked the business part-time
over the next year, taking
on more and more jobs. He
worked from home using his
own truck and additional JT Stewart runs a foreclosure cleanout business and
rentals when needed. “I finally teaches others to start this type of business.
decided to work this lucrative
foreclosure cleanout business full-time,” niche market.” Expanding upon a training
he said. Stewart actively promoted his manual he had written for new employees,
business, and his customer base expanded he embarked on a two-year writing project
to multiple brokers, large banks, lenders, and created a step-by-step manual on
and governmental agencies in the real starting and running a successful foreclosure
estate business. “Over the next ten years, property maintenance business. The manual
my company grew from one employee to detailed how to clean out foreclosures
more than sixteen at times,” he said, “and and turned into a 184-page manual
we performed thousands and thousands with a forms CD, aptly titled Cleanout
of cleanouts and other foreclosure-related Foreclosures: Make Money Cleaning Out
maintenance services.” Today, the company and Maintaining Foreclosures. Sales of the
services customers in 24 counties in Ohio, manual have remained strong, Stewart says,
West Virginia, and Pennsylvania. as foreclosures continue to climb nationwide
Stewart’s says his biggest achievement and the need for trained people in this
was “inspired by the large number of field increases. The manual is available at
people asking me how to get into this www.cleanoutforeclosures.com.

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March/April 2010 | Home Business ®

55
 25+ Secrets to Double Profits
Continued from page 19
20. Hire a Part-Time Assistant
One bright side to the recession is there
are plenty of unemployed or underemployed
workers who have office skills. Start with
a local search, and you might find people
who have flexible schedules and want to
work part-time. They might even work from
their own homes. Consider hiring a family
member, such as a college student willing
to work at minimal cost to gain experience.
By hiring someone to handle clerical work,
F E AT U R E
you free up your time to generate income.
Make sure the cost of the employee or
contractor is covered by the extra revenue
you generate while the person works for you.
Part-time arrangements are easy to set up,
and can even be configured as outsourced
employees, to minimize your risk.
“… roll all of your cost-cutting
and profit-building initiatives into
your strategic plan.
” understand that expense reductions will
21. Green Image Promotion
The green revolution is sweeping the big
business world. Now it’s small business’s
turn to invest in green technologies. Take
easy steps now to “go green” in your
business and gain a competitive advantage.
By using more efficient lights, recycling,
and reducing your carbon footprint,
your business can build goodwill among
By using more efficient lights, recycling, and reducing your carbon footprint, your business
can build goodwill among a rapidly growing influential consumer group “going green.”
58 Home Business ®
| March/April 2010
a rapidly growing influential consumer
group. Some environmental advocates
might not even do business with you if
you’re not green.
22. Negotiate With Vendors
Another benefit of tough times is that
vendors might be open to negotiating the
cost of goods and services. But you have to
ask. Start with other small businesses from
which you require services. Each dollar you
save is a dollar added to your net income.
If you are uncomfortable with
negotiating, tell yourself the goal is not
to squeeze more money for you, but to
ensure your business survival. Approach
your vendors and explain the tough
circumstances that threaten your business,
and ask if there is anything that can be
done to reduce your costs. If you go out
of business, they lose, too. If they decline,
consider moving to other vendors who
allow you to grow your business, and
as you grow they will share in increased
future business from you.
23. Consolidate Your Communication Billing
As wireless communications grow, so
do their expenses. Most business owners
have multiple devices and multiple users,
particularly home-based business owners
who have family members rolled into
their wireless plans. From your cell
phone, you might have added mobile
Internet-connected handheld devices and
wireless plans.
Remember that if you added on new
accounts and features haphazardly, no
one from the communications company
is going to notify you that you might
be wasting money. They look at your
confusion as a way to profit. So find
a local office for your communications
company and go in for a face-to-face
visit. Have them pull up your account,
go over all the options, and ask them to
put together a consolidated plan that cuts
costs. You might have to upgrade some
equipment and extend the term of your
services. Many home business owners
have cut over a hundred dollars per month
on total wireless communications, money
added to their profit bottom line.
24. Re-Price Your Products and Services
Look at the current volume of your
business and the prices you charge for
a unit of product or services. Using a
spreadsheet analysis, determine what price
will maximize your revenue in 2010.
That price may be below, or above, your
current pricing. If you have only so much
time you can devote to your business, and
increasing your fees will not drive enough
clients away so that you have downtime,
then you should increase your prices.
Consider also decreasing your prices, if it
means increasing the amount of work you
can do, and thus the revenues.
25. Strategic Plan Roll-Up
Finally, roll all of your cost-cutting
and profit-building initiatives into your
strategic plan. Every business, no matter
how small, should have one. A strategic
plan lays out the directions you want to
go, and the broad steps you will implement
over the year to reach those destinations.
Visit www.homebusinessmag.com for
more information on building a strategic
plan. It’s simple to create, and can be as
short as one page.
Obtain proper professional guidance,
especially for legal and accounting, because
this article should not be considered a
substitute for proper professional advice.
Each one of the above 25 recommendations
can generate 5 to 10 percent increases
in profitability. All of them can be easily
implemented within 30 days. Taken together,
you can double your profits by Spring 2010!
For more information, visit www.
homebusinessmag.com and click the
various content channels.
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62 Home Business ®
| March/April 2010 www.homebusinessmag.com
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March/April 2010 | Home Business
SAFETY & SECURITY
HELP PEOPLE DEFEND THEMSELVES by
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VENDING
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ORDER A CLASSIFIED AD
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BUSINESS® Magazine, please order online at:
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Click the “Advertise” Channel & then
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