En tre p re n euri al P ro fi l es • Soc i a l Me di a • B u s i n e s s June 2009

Get Creative,
Stay Focused
page 3

Always Offer A
Helping Hand
page 14

Understanding
Your Ideal Clients

Gazelles:
page 18

Growi n g Business, G rowing C o m m u n itie s

Andy Theimer,
soho players
Romke de Haan and Nelson Soler
 New Berlin, WI • Email: cd@sohobiztube.com
June 2009
VanderBloemen Creative
Ridding the world Entrepreneurial Profiles • Social Media • Business

owners - publishers, cd vann, steve ball & jim schlesing • editor, jim kogutkiewicz

of bad design photographer, i do photography • director of social media & marketing, meghan martin
layout & design, vanderbloemen creative
Armed with talent, knowledge,
and a desire for perfection. SOHO PLAYERS
We are a group of superhero designers,
writers and marketing experts dedicated S O H O E XPE R T S
to helping businesses succeed.
2 The Social Media Cocktail Party 14 Always Offer A
For a FREE consultation with a real hero, Scott Baitinger Helping Hand
call us at 414.828.2123.
Andy MADE® Communications Group, Inc. Jason Jacobsohn
Theimer 262-241-0011 Sales Results, Inc.
Nelson Email: scott@madercom.com Phone: 773.368.0229

Romke Soler Email: jjacobsohn@salesresultsinc.com

VanderBloemen Creative LLC de Haan
marketing & design for growing businesses
www.vanderbloemencreative.com GAZELLES: growing their
businesses, growing
their communities page 9
soho advisory board
Steve Glynn, Spreenkler
Advisory Team President
Socially networked & Authentic professionals
Adrian Zilvetti, Disciplined
Financial Services Inc.
Advisory Team Vice President
We are a group of Socially Connected Professionals looking
Stephanie Kern,
to learn more about the latest social media tools and social
VanderBloemen Creative
networks. Each month we will demo features on sites such as
Attorney Katherine Andersen,
sohobiztube.com, Blog Talk Radio, LinkedIn, Facebook, Twitter
Women’s Angel Network
and more.
Jason Kayzar, MC
Learn good SEO Techniques, MAC Techniques, iPhone and
Tracy L. Coenen,
Blackberry Tips and Tricks and MORE.
Sequence Inc. Forensic Accounting
Scott Baitinger
Where: Bucketworks Mader Communications Group Inc.
When: Every Fourth Thursday Jeff Larche
Time: 5:30PM – 8PM Digital Solid
Cost: $10.00
Heather Nill
National City Bank
3 Get Creative, Stay Focused
Jessica Steinhoff 16 Beyond Referrals:
Contributing writer for Spreenkler, LLC Creating Quality
Phone: 262.353.6562 Introductions
Email: info@spreenkler.com
Steve Fretzin
Sales Results Inc.
5 Racing Past Web 2.0 Phone: 847.317.1575
In A Taco Truck Email: steve@salesresultsinc.com
Jeff Larche
Digital Solid 18 Understanding Your
Phone: 847.317.1575 Ideal Clients
Email: jlarche@gmail.com Michael Cummings
360 Direct
7 Traveling To The Most Phone: 414.464.5000
Important Day In Your Life Email: mike.c@360direct.com
Katie Cianciolo
CruiseOne 19 Permits And Procedures:
Phone: 262.347.4776 A Crucial Business Process
Email: travel@wi.rr.com Explained
Mark. W. Siler
8 Do You Have A Plan B For Weiss Berzowski Brady, LLP
Your Overhead Expenses? Phone: 414.270.2538
Jason Seyfert
Email: mws@wbb-law.com
2 Northwestern Mutual
Financial Network Jeff Cox
Phone: 414.358.5110 Wine Maniacs, LLC.
Email: jason.seyfert@nmfn.com Phone: 414.507.5743
Email: winemaniacs2@sbcglobal.net
13 Are You Afraid To Be
Held Accountable? Jason Kayzar
Jim Palzewicz MC2 Incorporated
ActionCOACH Business Coaching Phone: 414.788.1800
Phone: 262.790.1213 Email: jasonkayzar@mc2wi.com
Email: jimpalzewicz@actioncoach.com

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 social media strategies, channels & tools
Dressing For
The Social
Media Cocktail
Party Scott Baitinger
Recently, I came across an interesting article that compared
Twitter to a cocktail party.
In his BtoB magazine article, “B-to-B followers flock to
Twitter,” Rich Karpinski quoted Scott Townsend, the
marketing director of a uniform service company, as saying,
“If you approach Twitter as cocktail party conversation, ask
yourself, ‘Would I show up to a party, shove business cards in
everyone’s hand and tell them about my business and why they
should buy from me?’”
Not if you wanted to be invited back.
The more I thought about this, the more brilliant and
understandable this analogy became. If your company is
venturing into the realm of social networking, you better
brush up on the social etiquette of any good cocktail party.
> 1. Be selective about which party you
attend. If you want to connect with influential business
ce
v i
d
people, don’t show up at the fraternity kegger. Utilizing social
s o m e a media for your business or personal brand growth means
Her e ’ s t h e
selecting the appropriate social networks, such as LinkedIn,
g
i n
Facebook, Twitter, social tagging and other Web 2.0 sites.
r c r a s h Before you select your party, determine your social media
fo campaign goals. This will help you identify which network is
ng
r k i
better suited for specific elements of your campaign.
l n e t w o
i a
o c
s v e l y : 2. Upon arrival, start mingling. Ease into the
i
e f fe c t room. Check out who’s there. Listen to what people are talking
par t y about. There are monitoring tools, such as twitscoop, that
can help you assess the conversations taking place. Join in on
conversations when you have something helpful to contribute.
3. Refresh supplies on a timely basis. When
you run out of food and liquor, people leave and the party is
over. If you want to keep people engaged, commit to a fresh
supply of information. Tweets need to be updated on a regular
basis. No one wants stale information.
2 we like to watch: www.sohobiztube.com
4. Make guests feel special. Remember the
Golden Rule and treat people the way you want to be
treated. Be considerate and respectful. Compliment your
followers. Let them know you appreciate their interest in
your company. If someone acknowledges you or a post
you’ve made, return the favor.
5. Don’t monopolize the conversation. The key
word here is conversation, not lecture. Social networking is all
about engaging in two-way communication. If you’re selfish
and don’t allow others to talk, you’ll look like a bore and
people will move on.
6. Don’t say something you’ll regret
tomorrow. Granted, the honest commentary of social
networks, such as Facebook and micro blogs like Twitter,
appeals to followers. That being said, don’t get carried away in
the moment and reveal something you shouldn’t. Keep those
little privacy, proprietary and legal issues in mind. For this
exact reason, Kodak publishes guidelines and suggestions for
Kodak employee tweeters.
7. Be cool. Obviously, your company hasn’t entered social
networking for fun or altruistic reasons. But at the same time,
you are not there for the hard sell. Your presence should be
more about building and living your brand, engaging your
customers, facilitating their loyalty and finding out what they
need. The last thing you want is for people to wonder who
invited the salesman to the party – and split.
8. Know when to leave. You don’t want to allow
social networking to consume too much of your day – which
can easily happen. Spend a set amount of time participating
in social networking, and then go back to your other work.
Remember, co-workers don’t let co-workers drive themselves
crazy with nonstop Twitter updates.
9. Toast yourself. Even if you are arriving to the party
late, you made it. And being fashionably late is always the
best time to arrive. Be patient when entering the social media
world. It takes time and effort to develop friendships and make
connections. Welcome to the party.
transparent thoughts
Get Creative,
Stay Focused
Jessica Steinhoff
Working together: It sounds easy, but it’s actually
quite difficult when you recognize what a wide range
of personalities and learning styles comprise many
groups of people – inside and outside the office.
Academics in fields that study group dynamics – in
particular, psychology and education – have worked
hard to design theories of teaching and learning that
account for individual differences while harnessing the
power of collective decision making and collaborative
action. One useful concept that’s emerged from the
fray is constructivism, which recognizes the gains
that result from hands-on learning processes and
activities that are group-focused, yet tailored to the
individual needs of their members. It’s an idea based
upon the assumption that people don’t just learn
from experiences but create meaning from them. In
an era when corporate culture is often lampooned
for being sterile and devoid of significance, it’s quite
an attractive framework. Susan Ballje and Anne
Nordholm, who head the education-management
consultancy Bastante LLC and the Great Lakes
Constructivist Consortium, a collaboration of schools
and organizations that develop their curricula and
cultures based on constructivist learning principles,
say constructivist ideas can work in almost any
business that’s committed to serving others. While
industries with a strong interest in service and/or
community-building – from nursing to technology
development to environmental advocacy – may see
the most obvious opportunities for implementing
constructivist principles, any enterprise that believes
in the power of creativity may stand to benefit,
Nordholm argues. Of course, as major players such
as Google know, investing in creativity is one of the
smartest choices almost any business can make. It’s so
valuable that it’s impossible to put a price tag on it.
continued on page 4
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 “Get Creative. Stay Focused” continued from page 3
Businesses, Ballje agrees, have an incalculable need for
employees who can solve multifaceted problems, collaborate
with a wide variety of stakeholders and stay focused during
periods of uncertainty. In other words, they need creative
thinkers, not status-quo enforcers. “We hear this from
the business community all the time at conferences,” she
said. “Businesses want creative thinkers that work well with
others.” Thankfully, constructivism provides a goals-oriented
greenhouse in which to grow an organization’s creative
processes, plus the discipline to accomplish those objectives
both now and in the future, she says. Nordholm stresses
that goals are made clear to each and every participant
in a constructivist process, even if the means to achieving
them differ. And while standards are high, the environment
remains supportive and trusting, even when the going gets
tough. This culture of acceptance is important in helping
individuals “tap into prior knowledge and understanding so
that new knowledge is integrated” and explore gray areas:
differences of opinion, variations in ways of getting things
done and contradictions between ideas, Nordholm says.
In other words, nothing’s black and white, and no one
is a cog in a machine. A business isn’t a machine at all;
it’s more like a river that gains a forceful current from a
variety of tributaries. And rather than a finite product, the
constructivist process generates ideas (and connections
between them), as well as energy, a sense of belonging
and a tangible result. “If we are continually performing
perfunctory tasks to ‘get it done’ through factory-like
repetition, the thoughtful, creative, productive use of heads,
hearts and hands is lost,” she says. And while those who take
part in a constructivist activity are given plenty of time to
reflect on their contributions – both their content and their
meaning – they are also expected to defend and communicate
what they have learned to others. In essence, it blurs the
distinction between student and teacher, worker and boss,
and expects everyone to learn, lead and communicate. In
a business setting, this can mean learning from clients and
customers rather than just directing messages at them. It
also can mean businesses becoming active partners – not just
quiet neighbors – in their communities. As the old saying
goes, what goes around comes around. Or, as Ballje puts
it: “It’s not a linear message but circles of ongoing dialogue
and learning through experience and looking back on the
process.”
WBB3113 4x5 B-W Ad.indd 1
4 we like to watch: www.sohobiztube.com
going beyond web 2.0
Racing Past Web 2.0 In A
Taco Truck Jeff Larche
This first column about the world beyond Web 2.0 needs to start with some perspective. Let’s acknowledge
where we are now and where we’ve traveled.
And brother, what a bumpy ride it’s been. I’ll bet your first experiences with the Internet were similar to
mine. Everything came through an excruciatingly slow dial-up phone connection. Most time on “the
information superhighway” was spent puttering along – waiting for pages to load – or for crash-prone
computers to re-boot!
This “world wide wait” is our heritage. It was Web 1.0.
Then came what we have today. First, Web sites are less punishing. In many cases we can view a snippet of
what our next page offers before we even click to go there. For example, Netflix previews film descriptions
and poster graphics in floating “bubbles” that appear when we move our cursor over movie titles.
Our experience of the Web is more rewarding in another way big way as well. Thanks to smarter search
engines and a “link economy” where sites readily link to other sites when it is helpful, we are finding more
of what we crave – whatever that may be. For health information, financial services, travel assistance – and
just about anything else imaginable, it seems you can find it served up piping hot. If Web 1.0 was a bread
line, today’s Web 2.0 is a broadband-fueled banquet of choices.
This food metaphor is apt. I’ll get to why in a moment, but first, there’s one more way that today’s Web
experience kicks the snot out of the web of the 1990s.
This Web 2.0 world of ours is also about friends. Some friends we grew up with. Others we went to school
with. Still other friendships we forged online and have not yet met – or they’re friends we’ve met online and
ultimately hooked up with. Yes, hooked up as in married.
According to a New Scientist report of a Harris Interactive online survey, polling more than 10,000
We Find Answers
Americans married in some months of 2006 and 2007, more than one out of every six 20-to-44-year-olds
first met online, and within the 45-to-54 age range, that rises to nearly one out of every three – 31 percent!
Where Do We Go From Here? Answer: Anywhere!
The future of the Web – the much-ballyhooed Web 3.0 – won’t be about Web pages as we know them at all.
Oh, no, the future will include Web experiences, but will ultimately be about digital connectivity and utility
that we get from a mobile device. Most likely it will be through our smartphone, or whatever that morphs
into. (Brilliantphone?)
This move to mobile been predicted for quite some time – even by me. Nearly three years ago, I blogged
about how mobile marketing of tomorrow is beyond anything you can imagine. There I talked about
how entrepreneurs and other businesses (notably bank branches and Starbucks) currently say goodbye to
revenue and profits because of the tyranny of real estate.
It’s absolutely true that real estate is about location, location, location. In fact, where you’re located directly
• Business Organization DELAFIELD
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Delafield, WI 53018
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Here’s what I mean: We like to think that because there is a Starbucks on every corner that proves the
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• Land Use & Zoning TEL 414.276.5800 dozens of branches and ATMs, are painfully aware that their customers won’t walk or drive far. If a
• Litigation/Dispute Resolution FAX 414.276.0458 competitor is in their path, typical customers will all-too-quickly switch loyalties. So the only businesses
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www.wbb-law.com holding the real power in this brand equation are those holding the property.
continued on page 6
11/19/07 12:14:51 PM
Process Black
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 “Racing Past Web 2.0 In A Taco Truck”
continued from page 5
Perhaps you’re in a business that leases storefront
space all over town, eking out a slim profit while
lining the pockets of the property owners. Life
sucks sometimes, doesn’t it?
In my blog, I proposed a solution. I imagined
a Starbucks – or one of its coffee-selling
competitors – breaking free of permanent
spaces and putting its services on wheels. This
mobile takeout service would use GPS tracking
statistics of cell phone users. Customers with
GPS-compatible cell phones would register with
this merchant (thus giving up their “privacy of
location” during business hours) and invite the
coffee service to notify them when a vending
truck is in the neighborhood.
Then, every day, the vending trucks would look
on cluster maps for swarms of caffeine-starved
customers. They’d have a clear, real-time picture
of where to park in order to slake the most
thirsts and make the most cash.
But what I could not have predicted three years
ago was the rise of Twitter. According to a
recent Pew Internet and American Life report, 11
percent of online adults in the United States said
they use services like Twitter to let them update
their friends and see the updates of others. That’s
approaching a critical mass for urban businesses.
What’s encouraging is that Twitter gets around
the location privacy issue. Instead of merchants
predicting where customers will be, they use
the service to let those who follow their Twitter
profile know where they’re going to be next.
This has generated, for at least one innovative
restaurateur, nothing short of flash mobs outside
their vending vehicles.
1 Determine who you want to have
As this recent Reuters piece reports, Kogi, a pair
of Korean BBQ taco trucks in Los Angeles, has
attracted more than 15,000 Twitter subscribers
(called “followers”) and ensured ready customers
for its odd but addictive fusion of cuisines.
It couldn’t be simpler: Let people know where
you’re going to be and when. Give those near
2
there a chance to arrive. Then show up with a
product that’s worth seeking out.
This is a business model that does more than
promise entrepreneurs success and notoriety. It’s
a faint glimmer of a world beyond Web 2.0. Meet
me there. Let’s have some fun and make some
money.
6 we like to watch: www.sohobiztube.com
Traveling To The Most Important
Day In Your Life Katie Cianciolo
Imagine the wedding of your dreams
on a tropical Caribbean island,
glacier in Alaska, gorgeous Hawaiian
beach or a quaint ship chapel. There
are many places and reasons to have
a destination wedding. Convenience
and cost savings top the list. With
more than 4 million marriages each
year, more than 10 percent of couples
want family and friends to celebrate
their special day in an exotic and
fabulous location while enjoying a
relaxing vacation.
The top honeymoon destinations
are Hawaii; St. Lucia, U.S. Virgin
Islands; Italy; and Tahiti. However,
the top destination wedding locations
are Hawaii, the Caribbean, Bermuda,
Las Vegas, Mexico, Lake Tahoe and
the South Pacific. Couples celebrating
anniversaries and wanting vow
renewals can use the same tips listed
here.
with you and see if this type of
wedding is feasible for them.
Children in attendance will be a
deciding factor on the type of resort
or cruise. Some couples have their
3 Cruise weddings can be done in port
exotic wedding and return home later
for a reception. Plan early for the
best values and locations.
Select a travel specialist that
is certified or has experience
in destination weddings and
honeymoons. Having a certain
number of guests can provide the
wedding couple with extra amenities.
It’s important that your travel
biz travel
professional has a background
working with groups. The right travel
person can handle all the details plus
save the couple time and money.
They will have the requirements
for marriage ceremonies for each
country, assist in finding the best
location that fits your needs and
provide personalized service, along
with other invaluable information.
With the specialist making all the
arrangements for your guests,
this allows the couple to focus on
the most important part: the
wedding itself.
This is not the time to make these
arrangements yourself, searching
the Internet for the cheapest trip.
The Internet will not be there if you
encounter issues, let you know of rate
reductions, negotiate the best prices
or be the most valuable resource.
Most Internet reservationists are
“order takers” and have never visited
any of the places you’re considering!
Do you want to take that risk with
the most important day of your life?
prior to departure, on a tropical
island and in other port locations.
Princess Cruise Lines has the
option for the captain to officiate
the ceremony at sea. However, most
cruise lines, along with private
suppliers, offer various wedding
or vow renewal services. Cruises
are available for every budget with
various activities for all ages, and
they vary in length from two to three
nights or more. Also, the wedding
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couple might be able to cruise
free depending on the number of
guests sailing.
4 Resort weddings allow more
flexibility for when guests can arrive
and depart. These take place on the
beach or a garden at the resort. Many
resorts offer a “free wedding” that
can be upgraded. Other amenities
such as gifts, free airfare
or complimentary nights might
be available.
5
The typical fee for wedding services
and a local license starts around
$600, going up to $3,000. This still
represents substantial savings over
a traditional wedding. Depending
on the wedding options selected,
an on-site wedding planner might
be included on the ship or at the
resort. Combining the wedding and
honeymoon will make the big event
cost-effective, plus very memorable
for all.
6
A wedding or honeymoon registry
and a wedding Web site make it
easy for guests in all aspects. Even
without a formal registry, guests can
make arrangements with the travel
specialist for money or other special
service gifts. Photos or watching the
event live can be viewed via the Web
site for those guests unable to attend.
Whether you’re dreaming of a
destination wedding or exotic
honeymoon, following these simple
tips will make planning a breeze and
create lifelong memories.
7

Do You Have A Plan B For Your
Overhead Expenses? Jason Seyfert
Start with the premise that you are three
times more likely to become disabled
for three months or more during your
working years than you are to die during
that time.1 You have worked hard to
build a successful business. As a business
owner, seeing your “baby” grow and
succeed is the fulfillment of a dream.
Your business overhead expenses are
aptly named. Always there, when a
business is running smoothly and revenue
is flowing, they don’t require much
attention. But with the potential changes
in an individual’s financial situation,
now may be an appropriate time for the
business owner to consider how your
business could continue without you.
If your business relies on you for a
substantial portion of its revenue, how
could it pay the basic, necessary overhead
expenses to keep operating? It is easy
to do a quick review of the list of your
normal and necessary monthly business
expenses, like rent, utilities, mortgages,
maintenance, taxes, payroll and supplies.
finance
Now, make a list of resources you may
have available to pay these financial
obligations to keep your business
operating if a disability, like a heart
attack, cancer or an accident, keeps you
personally from working. Do the math
and determine how long your business
could operate. Long enough?
Suffering a disability is a very real risk,
about 30 percent of workers between
the ages of 25 and 65 will be disabled
90 days or more.2 Many disabilities are
temporary or partial. It would not make
good sense to close a business with the
onset of disability, but many owners don’t
have a Plan B and are left with no choice.
Overhead disability insurance provides
that “Plan B” to keep your business open
if you become temporarily disabled.
Overhead expense insurance is
specifically structured to help your
business maintain its value until you
decide what you can do and want to
do with your business. A financial
professional who works with small
Gazelles:
G r o w i n g b u s i n e s s , g r o w i n g c o m m u n i t i e s
businesses can help you get a plan in
place that allows you to recover from a Gazelle entrepreneurs are characterized by their ability to generate high growth in their businesses. Like the species of
disability and still have a viable business
antelope from which the name is derived, they have the ability to maintain swift speeds for an extended period of time,
to return to or sell without having a
fire sale. When you are sick, having outrunning any obstacle or predator. Their abilities and talents allow them to grow the businesses they create, as well the
that overhead disability plan means not businesses and communities they work within.
having to worry about your business,
so you can just concentrate on getting
better. It buys what can be priceless to an
owner in a personal crisis: Time.
1 Disability Resource Center: Disability Insurance
Statistics, 2007.
2 The Real Risk of Disability in the U.S. conducted
by Milliman, Inc. for the Life and Health Insurance
Foundation for Education, May, 2007.
###
Article prepared by Northwestern Mutual with the
cooperation of Jason T. Seyfert. Jason Seyfert is a
Financial Representative with Northwestern Mutual
Financial Network the marketing name for the sales
and distribution arm of The Northwestern Mutual
Life Insurance Company (Northwestern Mutual)
(NM), Milwaukee, Wisconsin, its affiliates and
subsidiaries. Financial Representative is an insurance
agent of NM based in Milwaukee, WI. To contact
Jason, please call 414-358-5110, e-mail him at jason.
seyfert@nmfn.com or visit his Web site at www.nmfn.
com/jasonseyfert.

If your business relies on you for a substantial

portion of its revenue, how could it pay the basic,
necessary overhead expenses to keep operating?

Suffering a disability is a very real risk, about 30 percent of

workers between the ages of 25 and 65 will be disabled
90 days or more.

When you are sick, having that overhead disability

plan means not having to worry about your business,
so you can just concentrate on getting better.
by m e g h a n m a r t i n

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 With the launch of the Multicultural Entrepreneurial
Institute, he has found an opportunity to follow his
own passions, extending resources and knowledge he
has found to the people of his community. Currently,
he continues to promote growth in his business
and many others through work on such projects
as a distance learning class, a business planning
and strategies book, as well as in educational
conferences and seminars.
“In my business, I measure success by helping
others gain knowledge,” Soler said. “If they have
knowledge they didn’t have before our interaction, I
was successful.”
Romke de Haan also is harnessing his talents
to create opportunities for people in his community.
At the urging of his mother and a Jesuit priest
involved in the program, he started in the Homeboyz
Interactive program at the age of 17.
“Homeboyz Interactive took at-
risk youth off the street and taught
them web technologies for job
placement,” de Haan said. “Once I
got in and involved, I was hooked.
It was exciting to be part of that.”
After successfully completing the
Homeboyz Interactive program,
he had his first internship at
Resource Interactive, Inc in Ohio
and has been in the industry ever
since, working at Razorfish as
senior presentation layer developer,
helping large clients develop
interactive Web sites.
Romke soon discovered that
Homeboyz Interactive had closed
its doors. He mentioned that one of
the biggest challenges he faced was
taking what he had learned to get
ahead from a nontraditional learning
background ­— and work for a real
agency to see that work flourish.
“There was no opportunity
create businesses. He caught the
“entrepreneur bug” from some
good friends in college, and since
has worked with various startups as
well as in his own ventures.
He noted that one of the biggest
challenges he faced in his career
was when he worked for his first
startup. Working long hours
as the fourth employee in the
software department, he learned
a lot from the founder. He found
it very difficult to part ways with
that company after he felt he had
outgrown his role.
“It was hard to get past the
mentor-student relationship,”
Theimer said. “Overcoming it
you just have to make the hard
decision and do what you think
is best, no matter if you are 100
percent sure at times.”
Currently, he stays busy with
his work at Lansare Corp. and
Both of us had used the Internet to
cook before, and found that even
Googling takes forever.”
With the help of his partner, in 2008
he launched Recipebridge.com, the
world’s largest recipe search engine.
“The biggest thing I would
recommend to aspiring
entrepreneurs would be to trust
your gut and do a lot of research,”
Theimer said. “When starting a
business, a lot of people would say
things like, ‘That’s nice, but it’s
ad based, it’s not a real company.’
You’re going to get that. It took
awhile just to believe in myself. The
younger we are, the less confidence
we have. I trusted myself to just
keep pushing.”
Currently, he is content working with
both projects and enjoys the freedom
entrepreneurship allows him.
“I like having a say in my destiny,

nelson
anymore for at-risk young adults with his most recent startup, being able to affect my own future,”
with the training that Homeboyz Recipebridge.com. Theimer said. “Hard work in my
mind is talent. My biggest fear is of

soler
used to offer,” de Haan said.
“I was talking with my business wasting talent and wasting abilities.
Romke decided to take it into partner about things that were hard Success is always continuing to
his own hands and rebuild the to get to on the Internet. work and do something.”
soler@multiculturalinstitute.net organization that had helped him
cross the digital divide to find his
own success. After finishing his
work at Razorfish in May, he is
returning to Milwaukee to work
exclusively on this project.

Take Nelson Soler, for “If you really believe in something,

instance. Seeking to complete his degree you should be able to live and work
from a U.S. institution and receive a bilingual your passion,” he said.
education, he arrived in Buffalo, N.Y., at the age of 19. He
Working with Hanson Dodge
describes his early life in a coastal town of Puerto Rico as a lot
Creative, an organization that had
of “hard work.” It clearly led to a work ethic that not only drove him to
worked with Homeboyz Interactive
break out of the cycle of poverty, but he also earned two bachelor’s degrees, two

andy
in the past, he is starting a for-
master’s degrees, and maintained professional success after his education.
profit and nonprofit organization.

theimer
But after 13 years working in a corporate environment, and even after being
“The students will start at the
able to earn six figures, Nelson found himself with a void in his life. Driven by
nonprofit to be trained. Then they
a passion for education and business ownership, he launched the Multicultural
move into the for-profit to work
Entrepreneurial Institute in 2007, an organization devoted to help inner-city
as an intern, which helps them andy@andytheimer.com
and primarily Hispanic families launch and run their own businesses.
get jobs in order to continue and
“I wanted to help people without boundaries,” Soler said. “This allows me to takes them away from a negative

romke
serve where I want to serve, help who I want to help, without corporate policy environment.”
to prevent me from doing what I want.”
Andy Theimer is yet another

de haan
gazelle entrepreneur utilizing
his talents to help grow and

10 we like to watch: www.sohobiztube.com me@romkedehaan.com we like to watch: www.sohobiztube.com 11

 business coach
Want to be a part of Are You Afraid To Be Held Accountable?
a group that has referred Jim Palzewicz

a quarter of a million
dollars worth of closed I recently met with “Steve,” who is growing his business and producing results that most
other business owners would be very satisfied with. However, he has set specific growth
goals for his company, and he’s not achieving them.
business in four months? I asked Steve why he isn’t reaching those goals.
You can! The members of the “I know what to do,” he said. “I’m just not doing everything I know I need to do to make
Moovers & Shakers chapter of BNI it happen.”
invite you to become a part of our group. “So,” I asked, “are you ready to be held accountable to doing what you need to do to achieve your goals?”
Owner says, “360 Direct
made it happen!” We are looking for a plumber, electrician, Steve thought for a moment, smiled, and he confessed “I don’t know.”

Call Today! Mention this ad and receive a florist and photographer to pass business to. Steve is not unique. Many business owners set goals they “try” to achieve and are willing to accept something
no-cost, no-obligation Marketing analysis. less. So, what is it about accountability that people find so repulsive?
Come and meet our successful group.
Accountability is defined as “the obligation to demonstrate and take responsibility for performance in light
877-464-5055 We meet on Thursday mornings from
of agreed expectations.” There is a difference between responsibility and accountability. Responsibility is the
www.360direct.com 9am - 10:30am at Denny’s on North
Avenue (just west of Mayfair Road). obligation to act. Accountability is the obligation to answer for an action.
12040 W Feerick St, Suite G
Your On Demand Marketing Department
www.bniwis.com
Milwaukee WI 53222
As a business coach, I find that business owners are often afraid to accept full accountability for themselves
and to hold their team accountable. Some forms of this include:

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Fear of commitment to the
consistent effort it takes
to succeed.
9/30/2008 2:19 PM Page 2
As human beings, we have a natural tendency to let
ourselves down before we will let others down. We will
often sabotage ourselves by labeling our effort “good
enough” and stop. That’s why accountability is so powerful.
Answering to someone else helps us stay consistent, and
makes us capable of pushing ourselves into action even
when we want to slack off.
Fear of confronting our
weaknesses.
Business owners often feel that they “should” know
everything there is to know about running a successful
business. If they don’t understand their financial statements,
it’s less embarrassing to just avoid reviewing them rather
than asking for help. Unacknowledged weaknesses are
a blind spot and a potential risk to the success of the
business. Accountability means having to admit to our
weaknesses and take action to correct them – which can be
humbling to our ego.
Touch by HTC
Fear of losing their team.
Many business owners would rather put up with less-than-
acceptable effort and performance in their team members
than hold them accountable to doing their job. Holding
someone accountable can be uncomfortable, and most people
would rather be nice than make someone else uncomfortable.
Becoming a leader means putting our feelings aside –
especially our need to be liked – and holding others to the
standard they agreed to when they became an employee.
Surprisingly, your team will actually respect you more when
you hold them accountable. They’ll appreciate your help in
pushing them out of their comfort zone to achieve the results.
THEY really want to achieve as well. This is why great leaders
earn respect from their team first, gaining their admiration for
being the leader the team needs them to be.
Fear of failure.
In my last article, I discussed how achievers see failure as
a critical path to success. Achievers know that committing
to a goal and doing their best might not always lead to
immediate success. Rather, it’s consistent and persistent
action despite the failures encountered along the way that
lead to ultimate success. Dreams stay alive as long as the
dreamer believes in them.
In my next article, I’ll discuss specific ways to hold others
accountable, with consequences!
What prevents you from being held accountable to achieving
your goals? Let me know by visiting my BLOG, “The SOHO
Biz Doctor” at www.sohobiztube.com. Thanks for seeing the
Soho Biz Doctor, the cure to what’s ailing your business!

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 networking
Always Offer A
Helping Hand
Jason Jacobsohn
Graphic Color Ad
One of the most important aspects of networking is helping others. Without ensure that you have a good network of people to call
helping other people, it will be difficult to build sustaining and long-term upon. Likewise, you might be called upon when other
relationships. people are performing job searches.

When people contact you during their job search, find

Make it a point to continuously out who they want to meet and then offer to connect

offer help to others when you meet

them to various people within your network. Don’t
spend too much time trying to help people find a new
them for the first time. You should also job until you get to know them.

reach out to existing people
within your own network and offer
your assistance.
Help others connect
Over time, your network will continue to grow. This will provide you with a
variety of people you can call upon. As you get to know people within your
network, you will develop a clear understanding of their background and the
types of people who would be beneficial for them to meet.
When you meet people for the first time, pay attention to their backgrounds
and needs. If you offer to make a connection, then you are showing goodwill
and are on your way to building your relationships. Another great aspect
about connecting people is that you are continuously putting yourself in
front of your network.
People also will appreciate the time and care that went into making the
connection for them. When it’s time for you to ask for a connection, others
will then be glad to help. Once your network grows, people should even start
to make connections without asking for an introduction from you.
Help — when you can — with job searches
Past-built relationships, clearly, can become an important asset when you
are looking for a new job. The time you put into building relationships will
The last thing you want to do is make a bad
connection within your network. It will help protect
your reputation and trustworthiness within the
network if you make sure you feel comfortable with
a person before making a referral. Letting others
know about job opportunities demonstrates your
thoughtfulness.
Help by being a teammate
Another great technique for building relationships is
to help others with their projects.
As you get to know people, you will learn about
their professional and personal lives. During your
discussions, you should get a good sense of how you
can help people with their projects. Don’t offer to help
until you feel that your expertise and resources can
truly be helpful.
Effective ways to help others might include performing
market research, analyzing competitors, researching
Web sites and providing event information. You
need to take each project very seriously because your
perceived character and continued relationship are
riding on your goodwill. Helping people will take your
relationships to another level.

When you meet people for the The last thing you want to Another great technique for building
first time, pay attention to do is make a bad connection relationships is to help others with
their backgrounds and needs. within your network. their projects.

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 sales
Beyond Referrals:
Creating Quality
Introductions
During these interesting and changing times, there are
a number of ways to develop new business. One of the
Steve Fretzin most obvious ways to get more sales TODAY is by
simply asking existing clients for referrals.
Unfortunately for most business professionals, this is
something that doesn’t come naturally. What if it was
made easy? How much would your business increase
if you were provided one referral from every existing
client? Even better, what if they made a quality
introduction for you to a new potential client?
The difference between a referral and a quality
introduction is simple. A referral is a lead passed
from an associate that he thinks you should meet,
typically including the individual’s name and phone
number. Unfortunately, many times this ends up being
16 we like to watch: www.sohobiztube.com
a glorified “cold call” where you have to chase after the lead
that was passed on to you. A quality introduction, on the
other hand, is a completely different situation. This is an
introduction where your associate provides the same contact
information as before, but then includes positive affirmations
about how you met, why he uses your products or services,
and most importantly, how you helped him solve a problem.
Now that the difference between a referral and a quality
introduction has been established, we need to eliminate the
I define “head
“head trash” we all live with every day.
trash” as the reservations, fears and
past experiences that keep us from
thinking and acting clearly to achieve
the results we desire. For example, if you aren’t
currently comfortable being asked for a referral from an
associate, chances are you won’t feel comfortable asking for one
yourself. Another important factor in removing “head trash”
is your belief. You must truly believe that you are the best and
most qualified individual in your industry and that everyone is
better off working with you, rather than anyone else.
Now all you need to do is put the two parts together.
Eliminate your “head trash” by believing that you are helping
others by inviting in the referral, and then upgrading the
referral to a quality introduction by preparing the client on
how to introduce you. For example, after asking a client for
an introduction, he might say, “I have a great lead for you.
Here is his name and number.” Now you have to move the
referral to a quality introduction by asking some background
questions regarding the lead and replying, “Thank you,
would you do me a personal favor? Would you call your
friend and give him a little background on how we met, why
we started working together and the results you’ve achieved
while working with me? Also, at the end of your conversation,
would you make sure that he will accept my call?” In some
cases you might actually want to role-play the conversation
with your associate to ensure he knows how to handle the
introduction properly.
Remove your “head trash” and try this approach with your
happiest clients. You’ll see the difference in the introductions
you receive, how receptive they are to meet with you and most
importantly, their interest in doing business with you.
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 marketing and advertising
Understanding Your Ideal Clients
Michael Cummings
To some business owners, an ideal client is the one that pays
his bill. To others, it’s the customer who wants what you sell.
To another, it’s the customer who needs what you sell. All
three could be accurate in your mind, but only one is truly an
ideal client.
Have you ever taken a look back at a transaction
where everything went perfect from start to
finish? The customer wasn’t picky. They liked the selections
you offered. They agreed with everything you told them. They
didn’t try to get a lower price, and they even prepaid for all
their services. When they left, you asked yourself, “Why did that
exchange go so smoothly?”
The simple reason is some clients want what you offer and some
need what you offer. The difference is huge. Prospects may or
may not buy what they need, but they will always buy what they
want, even in the current market conditions. Prospects make
buying decisions based on emotions. “I want it. I’m buying it.”
Needs, on the other hand, are based on logic. “I
should get it, but I’ll wait until I get paid.” When your product
or service matches your prospect’s specific wants, you have
found an ideal client. If you are not invoking emotion into your
sales process, don’t expect to find ideal clients.
To find your ideal client, first you have to identify
their demographic characteristics. This is the type
of client that has a need to purchase your product or service.
Characteristics that define the group of available candidates
might include male, homeowner and someone between the
ages of 30 and 35. The next and more critical process is to
identify the ideal client’s psychographics. These are the factors
that identify the motivation or reasons why someone wants
to buy the product or service (e.g., wants to have the newest
technology, wants to create the image of success). You must
discover what your ideal client’s hot buttons are and how
to push them. Once you have this profile created, your job
as a business owner is to create a match between the buyer’s
psychographics and your product or service in their mind.
Now that we know who they are and what
they want, the third step is to understand their
decision-making process. Every decision starts with a
reaction to an internal emotion such as fear, desire, scarcity
or loss, and external influences like an advertisement, word-
of-mouth referral or sales call. These reactions then turn into
needs or wants.
18 we like to watch: www.sohobiztube.com
legal eaze
Permits And Procedures: A Crucial
Business Process Explained
Mark W. Siler
For example, suppose you take your car to the same mechanic
every time you change your oil and one day you discover In this brave new economy, more and more out-of-work individuals are taking the plunge and
that he’s been ripping you off by using a lower-grade oil and
starting their own businesses. Perhaps you are one of those people.
charging for a higher grade. Chances are you wouldn’t go back.
That decision was triggered by an internal emotion.
If you are, you probably believe you know exactly what you are doing in starting your new business.
However, if you were pleased with your mechanic’s level of You have the great idea, you have the great business plan, and you have set up your LLC or
service, it would take some form of external influence to get corporation – hopefully after consulting your attorney. Now all that is left to do is run the business!
you to change to another mechanic. That external influence
would probably take the form of an advertisement promising a Not so fast.
substantially reduced price in exchange for greater service.
Can you see which of these two reactions is more
powerful? It’s internal emotions that are the most powerful
factors in your client’s decision-making process.
In every business, you will experience problems, concerns and
frustrations with clients. These become hot-button issues that
they want or need to solve. If you can provide your client with a
solution that satisfies those wants or needs, they’ll buy from you
every time.
While it is obviously imperative to plan on having employees or making These are just two of the many permits
get your business up and running as any business-related tax filing, you and registrations that may be required
quickly as possible to start your stream should have an EIN, even if you are a for your business. The best way to
   
of revenue, this big picture view might
cause you to overlook the details. What
simple partnership. determine what other permits and
registrations you need is to discuss it
are those details you ask? All of the A seller’s permit is required under with someone who knows the lay of the
licenses and registrations that can be Wisconsin law for every individual,
land for your industry. Seek the advice
  a small hassle to obtain when your
business starts, but obtaining them in
partnership, corporation or other
organization making retail sales, leases
of someone else in the business or from
a trade association. For legal and tax
Steve Fretzin  
President  the beginning can prevent some much or rentals of tangible personal property requirements, seek advice from an
Sales Results, Inc. 
larger hassles in the future. or taxable services in Wisconsin, attorney or accountant. While nothing
How’s Business?  Obviously, certain licenses and
unless the sales are exempt from sales can replace these trusted advisers, there
tax. In order to determine if you need is some guidance for those who wish to
registrations are specific to particular
“This economic climate is killing my business”  a seller’s permit, it is generally a good organize and operate their businesses
industries. However, there are several
“My sales cycle is way too long, and I don’t know why”  idea to seek the advice of an attorney. without the costs associated with such
items that most businesses will need,
“I think this prospect is going to “borrow” my ideas and  While nearly all businesses that sell
including an Employer Identification advisors. For those individuals, the
not make a deal with me”  tangible goods will need a permit, if state of Wisconsin does provide some
Number (EIN) and a seller’s permit.
what you do is provide services, there guidance on the “Build Your Business”
An EIN is similar to a Social Security is a good chance your activities are not page of the Wisconsin.gov Web site.
WE WORK WITH OWNERS, PRESIDENTS AND CEOs  number for your business and is used subject to sales tax and you will need a This page can help with many questions
TO GET RESULTS, GUARANTEED!  seller’s permit. If you know that your
 
on certain business tax documents you facing an entrepreneur starting or
will be required to submit for your business will need a seller’s permit,
growing a business, including issues with
company. An EIN is easy to obtain – the Wisconsin Department of Revenue respect to permits and registrations.
Sales Results are not by chance, but by choice! 
suggests that you apply for your permit
you can apply for one online. While
there are certain situations under which at least three weeks prior to opening. However you do it, make sure your
an EIN is not required – such as a single If you have applied for, but not yet business is properly licensed and
CALL US TODAY! member LLC with no employees – this received your permit, you may begin registered. It will make operation
(847)317­1575 
is generally a number your business will operation, but you are still liable for all much easier as your business grows
steve@salesresultsinc.com 
www.salesresultsinc.com  need. A simple rule to use: If you ever applicable sales and use tax. and prospers.
we like to watch: www.sohobiztube.com 19
20 we like to watch: www.sohobiztube.com
aga artka interior design

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