Professional Documents
Culture Documents
NORTHERN RIVERS
MAGAZINE
Go Green
Simple Solutions for Your Business
$1500
Business Efficiency Prize
Who’s Looking after Your Customers? Draw
Marketing See p24.
Investment or Cost?
Full Driveway Service and
Business Accounts at your
We At your local Liberty Service Station, our staff will look after
Wish All
Our Customers your vehicle without you ever having to step out of your vehicle.
a Merry Christmas
and a Happy, Safe Our petrol prices are the lowest possible. Plus – check out our monthly
and Prosperous specials and everyday low prices on milk, bread and much more…
New Year
Farm, Lube and Bulk Fuel Deliveries Available - Call 6622 4442
MAGAZINE
Publisher
Ashley Burke-Smith
Editor's Note
Editor
Moyra Burke-Smith
Design
W
elcome to your Summer issue of NRBM. Our storm season has given us a few
reminders of what nature can kick up with high winds, rain storms and high www.aguawebs.com
temperatures.
info@aguawebs.com
Our feature this issue is Go Green where we explore some of the products, offers, rebates
and grants available to businesses. When assessing ‘green’ options sometimes the choices seem 02 6676 2980
overwhelming, we aim to simplify what’s available to you so you can make an informed choice.
See how being environmentally aware can save you money, build your business and help save
the planet for future generations. Contacts
Apparently the global economic crisis is coming to an end, at least for Australia, but have
interest rates been raised too soon? For businesses that have managed to get through the last Editorial Contributions:
year let’s hope the government doesn’t take its foot of the stimulus pedal too quickly.
editor@nrbm.com.au
Christmas is coming and as a present to you, we have sourced a terrific reader prize for NRBM
readers. We have 3 Business Coaching vouchers worth a total of $1500 to give away. We all Advertising Enquiries/Media Kit:
recognise the benefits of a personal trainer for fitness, the results speak for themselves and in sales@nrbm.com.au
the case of elite athletes they are seen as essential for success. Business is no different - Using
a business coach helps you give your business direction and plan how to reach your goals. So, Subscriptions & General Enquiries:
if you’re in a position to grow your business and need that helping hand to direct you through, admin@nrbm.com.au
enter the prize draw for a chance to win some personal training for your business.
Summer is traditionally the peak period for our retail, hospitality and tourism sectors and there
are some great initiatives being used by local towns to keep revenue flowing onto their local
NRBM
economies. We wish all of our regional businesses a great summer season.
Finally I’d like to wish a Merry Christmas and a prosperous New Year to all our NRBM T: 02 6685 4516
advertisers, suppliers and readers.
F: 02 6685 4518
W: www.nrbm.com.au
P: PO Box 130, Suffolk Park, NSW, 2481
Moyra Burke-Smith
Editor The Small Print :
NRBM
Notice: While every effort has been made to ensure
the accuracy of the information in this publication
the publisher accepts no responsibility or liability
for any errors, omissions or resultant consequences,
including any loss or damage arising from the
Special Contributors reliance on information in this publication. The views
Geoff Kelly, Newcastle Permanent, has Matt Denehy, Eagle Insurance Brokers, a leading
a wealth of experience in financial service expert in both business and consumer insurance expressed in Northern Rivers Business Magazine are
and commercial business management he giving expert advice to ensure you’re covered.
covers business banking and planning. not necessarily endorsed by the editor or publisher.
Clayton Oates, QA Business, our business
No part of this publication may be reproduced,
Noven Purnell-Webb, MageData, our technical efficiency guru cuts through the red tape
expert covering essential business IT issues to ensure to make your business run smoothly. stored in a retrieval system or transmitted in any
your business is getting the most from technology.
Jacinta Weir, JHA, with over 12 years experience form, or by any means electronic, mechanical,
Jon Dale, Small Fish, making business grow in HR Jacinta advises on recruitment, change
is Jon’s business he focuses on what issues management, performance, mediation and strategy. photocopying, recording, internet or otherwise,
need to be overcome to achieve goals.
without the prior written permission of the publisher.
The paper used to produce this magazine is manufactured by an ISO 14001 environmentally rated mill.
NORTHERN RIVERS
www.nrbm.com.au
Contents
12 14
28 32 16-23
Accounts 28 Regulars
The benefits of sponsorship and how
it can make a real difference to your bottom line.
News & Events 6-8
Marketing 32 Keeping you up to date with what’s on and who’s doing what.
Investment or cost? Don’t fall under your Including The Round Up – news from the region’s chambers.
accountant’s scalpel.
hare
Is Your Business Prepared for
cations,
Fair Work? Some of the key changes include:
Businesses employing 15 or more Businesses employing less than
A
recent national study by CompliSpace into SME preparedness full time staff 15 full time staff
as well for the Fair Work Act 2009 has revealed that half of Australia’s An employee can make an unfair New Small Business Fair Dismissal
u to To small
find outtomore about
medium-sized companies do not understand the key dismissal claim if employed for six Code for small businesses.
membership please call months or more.
changes to be introduced
Sharon Cadwallader,
with the Fair Work Act.
An employee can make an unfair
vice Line, The early results
Regional Manager of the study show that two in five employers are 14 day cut off to lodge claim with dismissal claim if employed for
n issues unprepared
on 6686 for
8282 Modern
or visit Awards, and 52% of small corporates believe Fair Work Australia. twelve months or more.
www.nswbusinesschamber.
& Safety. seniorcom.au/memberbenefi
staff members don’t know that 1 January 2010 is the start date
ts Fair Work Australia is the new 14 day cut off to lodge claim with
NBC 1529
for these new standards. industrial relations tribunal and Fair Work Australia.
47% of organisations with 50-200 employees believe management regulator.
Fair Work Australia is the new
does not have a good understanding of key changes to be introduced industrial relations tribunal and
Invigorating Business
in the final phase of the Fair Work Act. regulator.
“It’s understandable thatts businesses have had more pressing
nswbusinesschamber.com.au/memberbenefi
issues than Fair Work to contend with, being focused for the last Figures released by Julia Gillard’s office earlier this year show that
twelve months on surviving the downturn and steering their business
18/2/08 4:43:10 PM
unfair dismissal claims have doubled in the first ten weeks since the
towards recovery,” said NSW Business Chamber Regional Manager commencement of the Fair Work Act, compared to the same time
Kellon Beard. period last year.
“But there are significant changes for almost all businesses, and it is And it’s only going to get more complicated for businesses, when
fair to say that ignorance is no excuse for non-compliance” the 10 new National Employment Standards and the new Modern
New unfair dismissal rules, effective from 1 July 2009, removed the Awards system commence on 1 January 2010.
WorkChoices exemption from unfair dismissal claims for businesses
NSW Business Chamber specialises in helping businesses of all sizes meet their
with 100 employees or less. This has greatly increased the number of workplace obligations as an employer, and comply with the new legislation. Call
employees that can make a claim for unfair dismissal. 13 26 96 for more information.
what's on
December
9 Korea ICT Market Briefing Brisbane www.austrade.gov.au
10 Getting Into Export Brisbane www.austrade.gov.au
12-13 Lismore Christmas Carnival Lismore 0414 442 533
13 Grafton Rowing Regatta Grafton 6642 6885
16 Twilight Market Brunswick Heads 6685 1003
24 Christmas Eve Street Party Bangalow 6680 8558
26 Boxing Day Races Ballina 6686 2603
27-Jan1 Woodford Folk Festival Woodford www.woodfordfolkfestival.com.
27 Maclean Rodeo Maclean 6647 7120
31 New Years Eve Regional Contact your Local Council
January
2-5 Great Eastern Fly-In Evans Head 6621 5592
17 Show and Shine Ballina 6628 1042
26 Australia Day Regional Contact your Local Council
27 SMED Lismore 6621 3460
Febuary
3 Considering a Business Springwood www.dtrdi.qld.gov.au
8 Small Business Management Program Kingscliff garry.macdonald@tafensw.edu.au
TBA Starting a Small Business Ballina info@ablcc.com.au
TBA Home Based Business Planning Lismore info@acenorthcoast.com.au
TBA Small Business Management Kingscliff garry.macdonald@tafensw.edu.au
If you have an event you would like to submit to the calendar please e-mail details to editor@nrbm.com.au
Whilst all care has been taken in compiling event information, details are subject to change. Please confirm dates and times using the contact details given.
08 www.nrbm.com.au
Northern Rivers
Group Training
can help SAVE your
Business up to
$ 7 8 0 0 per Apprentice Northern Rivers
Group Training
O
ne of these days you may consider This is not just a matter of having people ’in mind’ should
reaping some of the rewards of something happen, but a plan of attack. This is not something
operating your own business by which can be achieved overnight; it involves time and effort and
entrusting its future growth and prosperity having strategies in place before the need arises.
to another person or team. Sometimes this The success of this will be impacted by your succession
decision is thrust upon you due to illness or plan.
your own mortality. Having a plan in place What are the benefits?
makes good business sense. • Increased likelihood in maintaining a competitive edge by
What is a succession plan? withstanding unpredictability.
In a nut shell it is ensuring you have the right • Increased employee engagement loyalty and productivity.
people in the right place at the right time when key positions • Formulated business goals which are focused on making this
become open. Generally these people tend to be your existing happen.
employees who possess the motivation, competence, capability and Where to start?
culture fit to support your business objective. 1. Plan on Leaving - if you set a date, you can plan for it.
Why should I have a succession plan? 2. Set Goals - make them realistic, attainable and measurable and
If you have a plan on how and when you want to ideally exit consider if your current employees are able to support your business
your business, your business and personal goals are more likely to be objectives.
aligned to making this happen, thus are more likely to be achieved. It’s 3. Speak to your staff – Are your employees aware of the opportunities
also wise to factor the contingency of how the business will continue within your business? Are they interested and motivated in a future
to operate in any unforeseen circumstances. within your business?
Ask yourself: 4. Budget - training, external advice, and time to work ‘on’ the
Do you have people in your organisation that you can identify business not ‘in the business.
as potential or suitable successors into key roles? 5. Be Entrepreneurial - whether your business is for love or money
If you decide to sell, have a change in health or lifestyle could or both, plan ahead. Whether to set a platform for your own
your current employees readily assume key or critical organisational prosperity; to provide a comfortable lifestyle for your family; to
roles, including your own? Succession planning is not just focusing on contribute to the greater good; etc, the continued health of your
labour skills in the market but your internal ability to meet changing legacy depends upon its continuing viability.
demands and your organisations' readiness when change occurs. For more information call 1300 800 301.
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10 www.nrbm.com.au
business matters
employment & training
Here’s what exhibitors said “The venue was 100%” “Worked Very Well”
about the 2009 event
“Very busy all day” “Lots of interest... fantastic.”
I
t’s challenging for business owners to be up to speed with Any of these types of claims
all the rules and regulations that go with running a business. can inflict major damage to your
But there is a way to safeguard your assets should things go profitability – and also create a massive
wrong. distraction for you and your staff from your
One of the scariest things about being a business owner is that main game. Even if you believe that a claim made against you is
sometimes, you simply don’t know what you don’t know. And let’s face baseless, it is still costly for you to defend it – or to settle it to make it
it – there are a lot of rules and regulations involved in running a business. go away.
From company law, employment regulations, to responsibilities involving Take for example the recent case of an employee who had a history
internal financial procedures and more, it’s almost too much for any one of poor performance and who was terminated for smoking in a
person to get their head around. restricted area of the business premises. The terminated employee sued
Whilst you try to be as careful as possible in the way you manage his employer for wrongful termination, citing age discrimination based
your business, it can be relatively easy for something to slip by that can on comments by his manager such as ‘you’re too old.’ The employer
result in a costly and distracting claim against you. subsequently settled with the employee for $350,000 and also paid
The good news is that there is a simple way to make sure you are $130,000 in defence costs.
protected if something like this happens to you. Had this employer had Management Liability insurance in place,
Management Liability insurance can protect you and your company it could have covered him for the legal fees and the cost of the
in relation to exposures associated with how the company is managed. settlement.
It can, for example, cover you in the case of: Whilst most businesses take out cover for personal injury and
• Employment breaches including wrongful dismissal, discrimination, property damage, many are left exposed to crippling costs when it
harassment, deprivation of career opportunity and breach of comes to claims arising from their management practices.
contract. To reduce the cost and inconvenience of these types of exposures,
• Negligence, breach of duty, misrepresentations by a Director or Management Liability cover is essential to consider. If things go wrong,
Officer of the company it can play a critical role in keeping your bottom line safe.
• Theft by employees and more... This article is general in nature. We recommend you seek expert
advice specific to your circumstances before taking any action.
12 www.nrbm.com.au
business matters
it
I
t is no secret that business grade IT costs money – significant Despite the benefits,
money. Software costs are a major component of IT budgets do not get sucked in
and represent not only an initial up front outlay but often by the zealots who will
ongoing subscription fees. Smart businesses are realising that claim that Open Source
substantial amounts of money can be saved by switching to Open software is a panacea
Source alternatives. for all software evils.
Open Source software differs from proprietary software in that Moving platforms takes
its license allows for redistribution and modification by the public. professional expertise and
One of the more significant benefits of this is the cost of obtaining a causes business disruption.
license – $0. But don't equate this with 'cheap' or 'Freeware'. Open Some retraining may be needed
Source software is developed and distributed by some of the world’s for your staff and some of your line
biggest IT companies, including Google, Apple, Sun and IBM. Even of business applications may not be compatible. You will still require
Microsoft is experimenting with it. professional support and maintenance services or in-house IT staff.
Open Source software powers nearly 80% of the world’s web sites. Like everything else in your business, you need the right tool for the
Mac OSX is built on top of Open Source software. A recent Gartner job, and sometimes that tool costs money. But where there is an
study found Open Source software is in use by 85% of Fortune alternative that offers equivalent or better performance for less cost
500 companies. These companies can afford to buy proprietary then it bears investigation.
software but choose Open Source because of higher performance, Many of the benefits that attract the big boys are also applicable
security and reliability. Saving millions of dollars each year in software to small business. Reliability, security and performance are things we
licensing costs is a nice bonus. all want in our IT systems. Whatever your primary driver, do yourself
Would saving even a few thousand a year make a difference to a favour and ask your IT provider about Open Source alternatives for
your business? Calculate what you spend on licenses for Windows, your business. If they don't have the skill or experience to give you
Office, backup, antivirus, Sharepoint, Exchange and even your CRM. a balanced analysis then ask someone who does.
Moving to Open Source software could allow you to put that money If you'd like to learn more about Open Source for yourself start
back into your bottom line. by visiting http://makethemove.net/
www.nrbm.com.au 13
business matters
business efficiency
I
t looks like we have come though the worst of the GFC and • Sales Funnel / Pipeline Management – recording the various
what have we learnt? What business systems can we put in place stages within a sales cycle and reporting on the performance
to ensure that next time (and there will be a next time) this cycle of the sales team – e.g. tracking the conversion rate within an
comes around we are well positioned to not only survive but thrive organisation.
through the event? • Campaign Management – such as the co-ordination of an email
One stand out point is having loyal customers. Building enduring marketing campaign, the distribution of a personalised email to
customer relationships during the good times means when the downturn your customers for an event you are running, tracking of the
arrives we at least have a consistent track record of keeping clients, respondents and ultimately the volume of business
customers & patients. There is little need to rely on the concept which was generated by the event or campaign.
of “buying business” by discounting our services • Current CRM systems also have in built integration
and undercutting our competition – which with your accounting system, eliminating the
is unsustainable long term. need to maintain separate databases of contacts.
Technology can help us in this The systems should have the ability to synchronise
pursuit. A well maintained Customer contacts eliminating duplication of records.
Relationship Management (CRM) This can be an issue where the CRM system is
system that compliments our maintained independently to your accounting /
business and how we interact with invoicing systems.
those who ultimately sustain us. • The ability to interact with your website
CRM systems have been around is also a desired aspect of current CRM
for decades and primarily help systems, such as the automation of a web
facilitate the interaction we have based prospective customer enquiry details
with our prospective and existing that are automatically updated within your CRM
customers. Functions of a CRM system include the following; system.
• Maintaining an accurate database of Individual Contacts and Traditionally the implementation of a CRM system was the domain of
Businesses you are looking to (or currently) do business with. “Big” business. However, in recent years we have seen the introduction
• Contact Management – recording of points of contact – such of several, high quality, low cost systems designed for smaller businesses,
as emails, correspondence (inwards and outwards) and phone making CRM an essential tool for businesses of today – and especially
calls of “who said what to whom” within an organisation. those that wish to take care of their customers in the future.
Specialists in
Accounting Systems
CRM Systems
New Year’s
Payroll Systems Resolution I WILL
make my business
Point of Sale Systems more efficient
and profitable
Management Reporting
Call 1300 BUY TIME to make sure works as well for you as it’s supposed to.
QA Business Pty Ltd PO Box 900 Alstonville NSW 2477 PO Box 4925, GCMC, QLD 9726
T: 02 6628 1500 F: 02 6628 1518 E: info@qabusiness.com.au W: www.qabusiness.com.au
14 www.nrbm.com.au
business matters
business coaching
I
wrote about sales activity last issue and I’m going to flog That can mean how many outbound phone calls to prospective
the same horse this time. Why? Because as a business coach, customers are made – ones whose purpose is actually asking people
I see that people neglect this area time after time and it’s to buy, how many people read your ad, see your sign, walk in your
what every business can benefit from the most. shop, read your flier, visit your website.
My question is - are you active enough in your sales and The results can be quite confronting but they will definitely teach
marketing? you something about your business, such as:
Do you know how many times, each day, your business attempts 1. It shows you how few times you invite people to buy something
to contact a prospective customer to give them an opportunity to (and perhaps how little responsibility you are taking for driving
make a buying decision? this).
The answer is likely to be ‘I don’t know’ so my advice is; measure 2. By pointing out how little you do, it stimulates you to do more (I
it. As a NRBM reader you can access a simple report to help you hope!)
track this and, if you complete this report for a couple of months, 3. If you keep it going, it shows you what positive things can happen
you will be surprised at the results. when you go and do a bit more……
To download the report simply go to: www.smallfish.com.au click This reinforces the activity.
on the Resources menu and it’s under Sales. From here, try to think of how you can increase the number of
I’ll tell you what to expect because this will be a short and dull people who see your sales and marketing messages (appropriate
article if I don’t. ones) every day.
The report was inspired by WOMBAT Selling by Michael Hewitt- You could place an ad in your local paper or business paper; you
Gleeson - an excellent book and available as a free download from could start calling all your old customers to see what they are doing;
his website. It comes with instructions but essentially allows you to you could get a flier designed, find a joint venture partner and make
record, on a daily basis, how many times your business puts itself an offer to all their customers.
into contact with a prospective customer. There are many things you can do – so do something!
Can a coach help your team? We’ll help you decide, Small Fish
visit www.smallfish.com.au or call 02 6680 8036 Business Coaching
www.nrbm.com.au 15
go green
Simple Solutions
G
oing green is not a new concept, many air-con thermostat by one degree in summer can
companies have been doing it for make a big difference to your costs and
years. In our beautiful Northern carbon footprint.
Rivers region we recognise more than The NSW government has an
most how important our actions Energy Efficiency for Small Business
are towards our environment. Program which offers an energy
However, sometimes the amount assessment, tailored action plan
of red tape and information and a rebate of up to $5,000
overload can prevent us from for making energy efficiency
making the most effective improvements. To find out
changes. This feature aims to more go to p19.
simplify what’s on offer and If you opt to invest in
source simple solutions to solar power, not only do you
help you ‘Go Green’, saving support your energy needs but
you time and money whilst you can also sell excess power
reducing your impact on the back to the grid which has to
environment. be a win/win situation. You save
Much of our region has money, help the environment
particularly high rainfall. A simple and get financially rewarded too.
solution to utilising this ‘gift from the Recycling has always been a
sky’ is a rainwater tank. You may be popular way to be green and today
eligible for a rebate on both federal and is no different, whether you hold a
local levels. Depending on which system garage sale of things you don’t need
you get, you could be eligible for a rebate anymore or use recycled paper products,
of over $2000. So buying a rainwater tank it all helps. Many Northern Rivers councils
has never been more affordable. Northern have Revolve or Re-use Centres or Tip
Rivers Rainwater Tanks is a family owned and Shops. They recover, repair and sell goods
operated local business dedicated to providing and second-hand items that have been
sound advice and assistance when you decide dropped-off at the tip.
to add a rainwater tank to your home, farm or Ballina has had a privately operated tip
business. They can also explain and help you to shop for about 13 years and the Revolve Shop
access the available rebates. at Lismore has been running for 6 years. Both
More rebates are available for solar hot are popular and successful operations, which
water and ceiling insulation so you can benefit help reduce the amount of waste going into
from hot water that costs a lot less and a roof landfill, as well as providing plenty of
that keeps you cooler in Summer second hand bargains.
and warmer in Winter. The Byron Shire is planning to
funding is extremely simple open a Tip Shop by mid
to access; all you have to 2010 and it is estimated
do is register with an to divert 400 tonnes of
approved Government landfill per year.
Installer. Business does have
If you’re looking at to beware when
building a new home buying green though
you can go ‘Energy as it can be confusing.
Smart’. Energy efficient For example, when
homes are homes you buy ‘green print’
that, through their make sure you buy from
design and construction, an accredited printer.
maximise the use of Whilst using recycled
renewable energy sources paper and vegetable based
(such as sunshine), and use less inks is a good start, the new
energy. They are ‘smart’ because they Sustainable Green Print Program has
simultaneously help preserve scarce resources, reduce the level three stages of accreditation, similar to quality assurance. The
of greenhouse gas emissions, and provide significant savings for printer is audited every year and has to show an improvement
home occupiers. each time. This new training covers cleaner production practises,
A study conducted by the Australian Consumers Association waste management, recycling, water, incident management
(July 1997) estimated an energy efficient home is almost $1,000 a storage & handling of printing chemicals energy & air emissions.
year cheaper to run than an average new home. So enjoy our feature where you can find out more about your
Even small changes like making better use of natural light, options and how to access rebates and services quickly and easily
turning things off, emailing instead of posting, increasing your making it simple for your business to “Go Green’.
n items to suit all budgets Northern Rivers Rainwater Tanks FREE DELIVERY
is your local family owned * Ask about roofing &
Gifts Stress Balls guttering replacement
rainwater tank specialist!! & repair service*
KEEN 2 B GREEN?
Huge Range of
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6624 4662
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www.nrbm.com.au
go green
Over the past few months, a number of businesses have taken advantage of this great funding
opportunity.
Alstonville Leisure Village located on the Bruxner Highway in Alstonville have installed two rainwater
tanks totalling 16,000 litres. The tanks provide water for toilets, showers and laundry facilities in the amenities
block and are expected to save about 800 kilolitres of potable water per year.
The Clean and Green Laundry in South Lismore have replaced a number of top loading washers with front loaders. The latest addition is an
Aussiewash front loader that only uses 30 litres of water per wash. The Blue & Green Business Program provides funding of up to $1,000 per
washing machine.
Xavier Catholic College in Skennars Head installed five 40,000 litre rainwater tanks at various spots around the school. The tanks provide water
for all of the toilet blocks and other outdoor uses. The tanks are expected to save around 1.65 megalitres of potable water each year.
This also includes projects that result in the use of reclaimed wastewater, rainwater
and/or greywater, as a permanent substitute for potable water.
WATER AUDITS
Water audits are available for businesses that qualify. Walk-through audits are free
and assistance can be provided with more complex audits.
20 www.nrbm.com.au
go green
sunsparkselectrics@gmail.com
Solar Power Professionals Phone 02 6633 1257 Mobile 0427 972 494
Licensed Electrician 105621C BCSE accredited
www.nrbm.com.au 21
go green
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HBI AUSTRALIA is working with the Australian Government to provide home owners with
FREE CEILING INSULATION
which is part of the economic stimulus plan.
Home owners without ceiling insulation or poor conditioned insulation are eligible to receive free
insulation in their property. HBI Australia will invoice the federal government and you the home owner will
not pay a cent unless costs exceed $1200.00. A standard size home will cost approximately $1200.00.
HBI Australia is a member of the Governments Installer Provider Register and is ready to insulate
your property. HBI Australia uses GlassWool which is 3.5 RV in value ensuring your home stays cool in
summer and warm in winter. Our product is fire retardant and vermont proof meeting
Australian Standards.
HBI Australia are proud sponsors of sporting groups and local communities in the Northern Rivers.
Please give us a call at HBI Australia to book your free insulation on
To enter, simply tell us what your business is, the area of your
business you’d like to improve, and your contact details. We will
be drawing one certificate from all entries for each month of
our Summer edition so that’s Dec, Jan and Feb.
‘Tulsa’
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Phone 6621 9066 Arms and drafting kits
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15 Three Chain Road, South Lismore * all prices include GST ‘Wilson’ and ‘Murdoch’
business matters
banking & finance
Y
our existing customer base is potentially the richest Who Do You Ask?
source of new business referrals you will ever have. So Customers with connections. Prepare a lead list, you can take it
why is it we ask less than 30% of our customers with you on client visits and ask them if they know anyone
for referrals? If you’re proud of the job you do they could introduce you to. You never know, your
then don’t be shy to ask. biggest prospect might be their friend or relative.
When Should You Ask? Talk to your most loyal customers, they
Generally within 90 days of completing the already know and like you and want you to
business and especially if you have gone the succeed so are happy to give you referrals. If
extra mile for the client or exceeded their you don’t ask, they won’t know.
expectations in some way. If you have a If you know any industry leaders who
regular personal contact program either by understand current business trends and
phone or in person it’s a great opportunity opportunities, they have their finger on
to ask for a referral. A relaxed social the pulse and can point you in the right
occasion when you have time to talk to direction.
clients is also a good opportunity. One thing Action
to avoid is asking in a letter, it’s impersonal Set yourself some targets, these could
and unlikely to get a result. be as simple as every Tuesday ask anyone
What Do You Ask For? you speak to for a referral or contact 2 past
If you have a specific target, ask for an customers every day, attend networking functions
introduction to that person. If you have a customer and actually network.
in a particular industry then ask for referrals of similar Obviously to do any of the above, you need
businesses that they know might need similar services. confidence and commitment. Develop your own style, watch
Having completed work successfully for a business within a how other successful businesses gain results. You need to get out
business building you could ask if there are any other tenants they of your comfort zone to be successful. Involve your team – do
know well enough who would be interested in your service. whichever feels the most comfortable but remember, if you are
When you’ve helped a client to expand their business, let them not pro-active around getting referrals your business will not reach
know how much you enjoyed helping them to grow and ask if they its true potential.
have a referral that could help your business grow too. The key is … Just Ask.
Award winning
banking for
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For a genuine business banking alternative,
call your Business Solutions team.
Here’s some more information for you: Terms and Conditions are available from Newcastle Permanent Building Society Limited ABN 96 087 651 992. 26645b 134x186
26 www.nrbm.com.au
B u OR
Th es LE
sin SA
F
is s i
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Accountants | Auditors | Business Advisers
When you’re a busy professional it’s easy to let your personal financial planning slip. But are you making the most of
your hard earned money and creating wealth? Will you and your assets be protected in the event something unfortunate
happens? Are you using all the options available to you to get ahead?
Whatever your situation, at AXA Financial Planning Tweed Coast we take the time to get to know you, understand your
aspirations and tailor a comprehensive financial plan to set you on the path to achieving your goals.
Shallain Hodge
Authorised Representative
1/69 Wharf Street, Tweed Heads NSW 2485
www.axafp.com.au/tweedcoast
AXA Financial Planning Limited trading as AXA Financial Planning Tweed Coast, authorised representative ABN 21 005 799 977 AFS Licence No. 234663 Member of the Global AXA Group
www.nrbm.com.au
business matters
accounting
Why Sponsor?
B
usiness awards, sporting teams, community groups, clubs,
schools, agricultural shows and concerts. This list represents
some of the things that make our community what it is and
every day they need sponsorship to survive. don’t, namely an opportunity to involve our staff and assist our
There are many reasons why a company would sponsor an community.
organisation or event. Some see it for the promotional aspect or So next time you are looking at your marketing budget, consider
the opportunity to rub shoulders to improve their business, both your sponsorship activities for the year. It can be most worth while.
very legitimate reasons, but why else should a business take up
sponsorship opportunities? WHK proudly supports
Because it builds relationships, sponsorship in any form should • Ballina Shire Business • Lismore Women’s Golf
never be about just handing over some money and getting your logo Excellence Awards • Grafton High School
on something prominent. It is much more than that. An effective • Park Beach Bowling • South Grafton High
sponsorship means you can build relationships internally through Club School
staff involvement, externally with the recipient and by connecting • Coffs Harbour Legacy • Yamba Variety Club
with target markets. • Grafton Rugby Union • Brown and Hurley
Now because this article has been provided by an accounting firm • Grafton to Inverell Charity Golf Day
it is also very important to note the financial benefits of participating Cycle Classic • Southern Cross
in sponsorships. In broad terms sponsorship can be tax deductable, • Clunes Tennis Club University WHK Prize
and when you team that with possible savings on associated • Casino Ladies Golf Day • Australian National Sikh
benefits, it can be quite affordable. It is always best to consult with • Corindi Red Rock Surf Games
your accountant regarding your own situation. Club • Ballina Chamber
So do we practice what we preach? This financial year alone WHK • The WHK Ramornie International Women’s
Northern NSW has sponsored over 40 events and organisations. Handicap Day
Why the company chooses to do this is simple, it’s a win / win • Lismore Turf Club • Kyogle Soccer
situation. For us we value sponsorship highly within our marketing • Grafton Dragon Boat • Tabulum Campdraft
activities. While we could spend a lot of money advertising in every Races • North Coast National
medium, sponsorship brings benefits that other marketing activities
www.whk.com.au
* Advice on these services is provided under the licence of WHK Financial Planning Pty Ltd ABN 51 060 092 631 AFSL 238244
28 www.nrbm.com.au
We’re Serious About
2 Billion Internet Users Marketing, Are You?
How Many Are Your Customers?
Your WEBSITE
Your BUSINESS
Your CHOICE Design Marketing Strategy
Branding Campaign Management
Event Management Customer Communication
For No Nonsense
ww.smartclix.com.au
02 6619 0575 Professional Marketing
www.nrbm.com.au
business matters
energy
Our
apprenticeships
help keep kids
off the street.
Country Energy’s apprenticeship program is one
of the best in NSW. It’s brought hundreds of
job opportunities to rural communities over the
last six years and gives country kids careers
to aspire to. Just another way Country Energy
finds better ways to deliver essential services.
CPX1629_JUN08
30 www.nrbm.com.au
business matters
meetings & events
50
Servin
Coa
Email: ronhoward@bigpond.com.au
us m
ihouse@scu.edu.au invercauldhouse.com.au
om o st
fr per hri
02 6620 3653
Pr err
s
rt
M
www.nrbm.com.au 31
business matters
marketing
Marketing - Get To It
Moyra Burke-Smith, AM Marketing
M
arketing is often seen as an expense and is a favourite to the small firm
fall foul of accountants scalpels in tough times or any times as appearing in
really. To compete successfully in the market place experts the Australian
agree that marketing needs to be integrated with other business Financial
processes. It's a vital process and should be recognised as such. Review for the
Business owners need to overcome the fallacy that marketing is large corporate
selling, and the belief that this taints the image of their practice. firm.
Successful marketing is a combination of a number of strategies 4. "We don’t need
including pro-active attention to corporate branding, advertising, public it."
relations, client relationship management (CRM), and below-the-line Many firms devote
promotional activities (including direct mail, online communications too few resources to
and sponsorship). marketing and some none at
There are several more misconceptions that keep businesses from all. Others don’t use their resources profitably. Determine your firm’s
maximising their marketing opportunities. These include: marketing need by measuring time spent on non-core activities devoted
1. "We’re good at what we do, that speaks for itself." to client development.
Wrong attitude, clients assume a certain level of technical expertise 5. "We placed an ad in a leading newspaper and didn’t get enough
from any firm. However, in an increasingly competitive marketplace, calls to pay for the ad."
it’s the service quality that counts and firms need to differentiate their Marketing is an investment. While results from some programs are
business in a crowded market. Complacency loses you clients. immediate, clients can take months, or longer, to win. A famous agency
2. "Time spent on marketing is time we could be billing." head once said there were 18 months between the first phone call
Don’t judge marketing time against billable hours. Instead compare and the first cheque. Organisations with a long-term commitment to
the value of doing billable work for unprofitable clients against spending building their business are those that ultimately reap the rewards.
non-billable time on marketing growing more profitable clients. Develop a communications strategy, use a professional marketing
3."We’re too small." consultant if you don’t have in house expertise, it’s more cost-effective,
Marketing and PR are not the privilege of large firms. EG. If a law in both time and money, to get it right.
firm wants to develop its reputation as a specialist, then maintaining a In summary, a strategically planned long-term campaign will help
high profile within that industry is important for the firm no matter what you to build successful client relationships, so invest in marketing.
its size. Appearing regularly in a niche publication is just as valuable for
32 www.nrbm.com.au
local government
pollies points
When you consider that there are 650,000 small businesses I recently had occasion to speak in Parliament on behalf of the
employing more than 1 million people in NSW it’s clear how important Opposition in a debate the Rees Government put which congratulated
small businesses are to the economy. So supporting small business is itself on cutting red tape for small business.
clearly critical to economic recovery. Some key facts the NSW Labor I’d be interested to hear from any local small business which
Government should take on board include: believes their red tape burden is decreasing courtesy of the NSW Labor
• 56% of business liquidations in Australia are occurring in NSW Government. I talk to a lot of small business operators in the Tweed
• The Reserve Bank says the level of bad loans in the business sector is 6 and I have yet to meet any who agree with that absurd proposition.
times higher than the home mortgage sector. Ironically on the eve of the debate, the Government introduced
• NSW Labor Government is regarded as the least small business friendly new legislation requiring hotels and cafes to spend another $250 per
Government in Australia. (Sensis Business Survey). employee to get mandatory new food safety training certificates.
Small business surveys show the sector believes taxes are too high in NSW The nearer you get to QLD, the more red tape you face, and
and there is too much red tape. the more unfair the competition is against similar businesses across
If the NSW Government is serious about supporting business they the border.
need to: For example, if you built identical houses on either side of the QLD
• Reduce the number and rate of taxes in NSW including an immediate and NSW border, it would be approx. $30,000 cheaper in QLD and the
cut of 15% in payroll tax to compare with other States. approval time would be half that in NSW.
• Guarantee that Government agencies will pay their bills within 30 days There are several initiatives the Government could take up to
of invoice. remediate this sad state of affairs.
• Cut delivery times for major infrastructure projects as many SMEs are It could keep its pre-election promise to establish a cross-border
employed as subcontractors. commission to iron out the mass of paperwork and regulations.
• Set specific targets for removing unnecessary red tape and report It could also declare the Northern Rivers a special economic zone
progress to Parliament annually. with lower state taxes to stop the current trend of investors fleeing to
NSW has a high unemployment rate, the highest taxation rate and QLD where taxes are much lower.
one of the lowest growth rates in Australia. With the highest population This would not only revitalise our local economy, but generate more
NSW should be performing better in all of these key economic areas. revenue for the cash strapped NSW Treasury.
If your small business serves food, start saving up for another red A new independent report confirms what North Coast small
tape slug from the State Government. business operators already know: Economically speaking, NSW is
The Rees Government wants you to train your employees the worst performing state in Australia.
in ‘food safety supervision’, and charge you $250 a pop for The CommSec study 'Economics: State of the States' analysed
the privilege. the performance of all States and territories across eight key
Labor argues that this works out at less than five bucks a week, indicators over the past decade.
but this simply isn’t true. When assessed on its economic growth, home building starts
Firstly, the hospitality industry has a notoriously transient and construction work over the past 10 years – NSW is the worst
workforce, so chances are you’ll have to put several workers performing of all States and territories.
through the program each year. According to the report, the NSW economy has been “held back
Secondly the $250 doesn’t include the Government-approved by weak construction activity”, with home building starts over the
trainers coming to your premises. You have to send your employees last financial year falling to the lowest levels in 56 years.
at your expense to wherever the training is taking place. That could That is why the NSW Liberals & Nationals are calling on the
be Lismore, Coffs Harbour or Tweed Heads. Government to implement our plans to restore the State’s economy
Of course it’s perfectly reasonable for consumers to expect safe, and bring hope and pride back to NSW.
healthy food when they go out for a meal, but this extra burden We need to cut payroll tax by 15% for this financial year – with
means they will pay more for their dinner (if you pass on the costs) an added 5% cut for areas of high unemployment like the North
for no demonstrable safety benefits. Coast. This would enable businesses to keep people in their jobs.
I believe instances of food poisoning from North Coast cafes, Establishing Infrastructure NSW would restore business
hotels and restaurants are extremely rare, anyway. confidence by ensuring every infrastructure project announced is
We suggested combining some of the requirements into a single delivered.
course so you only lose your employee for one day. Couldn’t the We also need to end the Government’s ongoing campaign of
government amalgamate courses in food safety with responsible job and service cuts to regional NSW, every time a government
service of alcohol and responsible conduct of gaming? employee is cut it’s one less pay packet in our local economy.
s � r eet ings!
Christma