Building Better Business in the Hunter ®
Autumn 2011
BEC news
BEC News is a publication by
It’s that time of year again!
the Hunter Region Business
Enterprise Centre, Inc. 2011 Business Excellence Awards Launch
Cnr Barton & Merthyr Sts The 2011 Hunter Region Business will have 22 categories in all, with
(PO Box 195) Excellence Awards will be officially a total of 24 trophies awarded to
Kurri Kurri NSW 2327 launched on Tuesday night the 3rd outstanding businesses. There are
May at the annual Hunter Region 2 main areas for the judges – your
BEC dinner. This year’s event will submission and a site visit (where
P | 1300 304 794 be held at Mansfields, High Street applicable) by the judges.
Maitland.
We encourage every small to medium
admin@hunterregionbec.com.au Keynote speaker on the night will be business in the Hunter Valley to take
www.hunterregionbec.com.au Kyle Loades, managing director of part in the awards. Previous entrants
Auto Advantage, a director or NRMA have found the process to be helpful
Motoring and Services and Westpac in understanding and planning the
Rescue Helicopter Service, a former direction for their business. Put the
director of Thrifty Car Rentals, 2nd May in your diaries to download
former president of Hunter Business the application and information
Chamber and former board member packs and the 3rd May for the launch
of Hunter Tourism PLUS a life of the awards. To download your
member and former president of pack simply go to the Events tab
Nobbys Surf Life Saving Club and at www.hunterregionbec.com.au.
a committee member of Salvation Alternatively, contact the Business
Army Red Shield appeal as well Centre on 1300 304 794 and a hard
as supporting other charities – and copy will be posted to you.
we thought we were busy! Kyle is
The 2011 Hunter Region Business
passionate about small business
Excellence Awards will be held in
and will share his experiences with us.
Cessnock on Friday night the 2nd
This year the Business Awards September.
BEC STAFF
a few helpful tips! To help you with your entry, here are a few tips...
• Be succinct!
• Sell your story - remember the judges don’t know anything about your business, only what you tell them.
• Blow your horn - Shout your successes and triumphs, include Awards you have won, great results, tenders
won, etc.
• Make sure you’ve addressed every section fully.
• Photos and graphs can help showcase your business
• Look at your business as a customer sees it. This is what the judges will see when they call on you.
• Demonstrate your successes - where relevant include references, proof points, stats and figures.
• The judges know you’re not a professional writer, but you can still ensure your entry is written well - give
yourself time to complete your entry (don’t rush it) and give it a thorough proof read for spelling and grammar.
• The early bird catches the worm! Don’t leave it to the last moment - 70% of entrants leave it to the last
moment… don’t be one of them!
Kerry Hallett Entry into the Hunter Region Business Excellence Awards closes on 29th July 2011.
Manager
1
communicate
Building Better Business in the Hunter ®
build
relationship
customer
Brand Identity
Why You Should Take It Seriously?
gain trust add value
Brand Identity is the creation of the retention
Relationship
visual identity, “The Branding”, for a Most people remember what they
company and its clients. see much better than what they hear
or read. Having a consistent visual
Marketing
There are a few good reasons why identity throughout all of your business
you should take it seriously. and marketing communications will
Pride keep you at the forefront of existing
and potential clients’ minds when they IN THE HUNTER VALLEY
A professionally designed logo and
Too many businesses these days spend countless dollars there are two kinds of customers: have a need for your products and
on marketing strategies that don’t directly reach the target
1. People who are looking at your business or ad and are
Brand Identity system will show that
you are committed to presenting your services. eyedesign ®
GRAPHIC DESIGN
market or reach them at a time when they’re not ready company as a major contender in your
not ready to buy now. They can take weeks, months or differentiAtion
to buy. Only 1-5% of customers are ready to buy right market. AWA R D W I N N I N G B U S I N E S S
years to move through the six steps above. When partnered with a strategic
now. So a staggering 95-99% is targeted in marketing marketing program, a well-designed
2. People who are looking for the solution. They will move Visibility
campaigns when they might not even be thinking about logo and a strong identity system will
through the six steps above more quickly. Most prospective consumers and packages and product catalogues,
buying, e.g. a random newspaper ad or leaflet drops to position your business far above the
clients look for highly visible, well- that establish a recognisable corporate
every house in the suburb. Relationship based marketing defined businesses, and the “look and competition in your market.
identity.
helps you build great relationships with your customers before customers buy, they ask themselves two feel” of your identity plays a major role stAbility
before they’re ready to buy, and creates the opportunities questions: in their decision making process. Maybe you have a new business in
Even if you are unable to claim that
to become known as the trusted advisor. When the time the process of establishing an identity
1. Am I making a mistake? Credibility you’ve been in business for “over
comes for the customer to buy, your business will already for the first time, or your business is
Establishing credibility with a strong 20 years”, having a functional Brand
be perceived as the expert in the market and a perfect 2. Can I trust you? going through a transition and requires
visual message in a professionally Identity system gives the impression
match as a solution to their problem or what they want to a complete re-positioning and re-
developed Brand Identity system, that your business is dedicated to the
buy. How does this occur? branding campaign. In either case,
used throughout all of your business industry you serve.
So it’s crucial you build trust, add value and provide great you can look to Eye Design to assist
service and knowledge as the expert before the customer and marketing communications, suPPort you in the development of your new
Well, whilst building the relationship, you’re prequalifying will keep you a step ahead of your
asks these questions, to avoid them buying from your When you present a well-rounded custom Brand Identity package.
your business in the mind of the customer as having all competition.
competitors. business package, your business
the qualities they would look for in their decision to buy. Eye Design is an award winning
APPeArAnCe goals and objectives are more clearly
Marketing doesn’t have to be hard, pushy or complex. your Action for today: business specialising in creative
A professionally developed Brand defined and this will improve your
Instead, build great relationships like those with your branding solutions.
Consider how your business can: Identity system positions your chances of getting venture capital or
family and friends that are nearest to your heart. After your other forms of financial assistance. for more information, contact
• Initially contact your prospects - first capture their company to work with larger
customers know and trust your business then the market
organisations and increases your As Brand Identity Designers, Eye eye design on 02 4991 7670
will consider buying from you. Referrals are great as the attention.
margins by allowing you to set Design create everything from
trust is established with a previous customer and they • Start communicating with them - find out what the premium rates for your products and and view their portfolio at
logos and marketing collateral, to
basically transfer this trust with the referral. customer may really want to know or experience. services. www.eyedesigngraphics.com.au
promotional materials, conference
eyedesign
• Build the relationship – staying in touch is really
Customers go through six steps before they make a important and can be used to position your business as
decision to buy: the expert and logical best choice.
1. Identify what they need or want. • Add value – provide more value than what was expected
2. Information gathering/research (e.g. they ask
to influence the customer in a positive way. ®
friends, family members, get multiple quotes). • Gain their trust. GRAPHIC DESIGN
3. Narrowing and selecting of favourites. • Influence their decision.
Logo Designs Magazine Design Posters CD Presentations Conference Packages Table Tent Cards Application Forms
Newsletters Menu Designs DL/A4 Flyers Gift Vouchers
4. Decision making. • Lead them from being interested to buying. Programmes Promotional cards Information Sheets
Brochures Annual Reports Labels Loyalty Cards Product Catalogues Signage E-Brochures
Web Design Technical Manuals Advertisements Corporate Identity Presentation Folders Pull-up banners And much more!
5. Waiting for the right timing. for more information, contact
6. Buying a product or service. leigh-anne robertson on 0422 658 661 P 02 4991 7670 | M 0413 904 375 | info@eyedesigngraphics.com.au | www.eyedesigngraphics.com.au
or email info@smallbusinessmadeeasy.com.au
2 BEC news BEC news 3
Building Better Business in the Hunter ®
Making the Most of Your People hunter
Employers often relate achieving those objectives would be. The above discussion should take
employee
relations
It is important that the skills of the no longer than 30mins to an hour. It
examples of where employees person you are hiring matches those does not require detailed and intricate
are not performing up to their objectives. Do not hire an introvert into forms or computer software. It does
a sales role - it will be the wrong fit for however require a little planning by the
RS
WE
expectations – or that their you and for them. employer.
Do you need employee relations assistance?
BE
attitude leaves a lot to be Take clear notes and give the
LC
induCtion employee a copy - attached to their M
M
■ Modern Awards, National & the Fair Work Act. E
O
desired. The interesting part is ET
You do not need to spend hours job description which should correlate
■ Disciplinary processes & terminations O OU NE W M
that while they are happy to talk developing a detailed induction to the items discussed in (d) above. R
process but it will involve spending ■ Advice and assistance to deal with everyday Ivan Scott................................................. Muswellbrook
about them they often do not some time guiding the new employee ongoing APPrAisAl employee issues Lizzie Marie ............................................. Muswellbrook
deal with it or attempt to prevent to allow them to find their feet in There are 3 types of ongoing
Melinda McClosker .............................................. Scone
accordance with your plans. It is appraisal/contact.
it from occurring. important that new employees Conduct a quick weekly meeting Hunter Employee Relations publishes a free
M V Solar ..........................................................Denman
understand why they must do a to ensure employees know what monthly email newsletter covering a range of Rod Doherty ........................................... Mount Vincent
Some employee performance certain task – as an integral part in is happening in the business, key ASK Ange .......................................................Kurri kurri
useful information for business including
or attitude issues will need to be the business process. While you are priorities, customer complaints and let Exclusive Air Con............................................Cessnock
Government changes, Fair Work Australia
addressed by formal performance inducting them also let them know them ask questions /raise issues. Your Gemma Franklin ............................................. Singleton
decisions etc.
management. For many employers what is not working properly and role as the employer is to confirm that Multisense Learning ....................................... Abermain
that is risky territory if not handled needs their attention. For instance their key duties and current projects Email michael@hunteremployeerelations.com.au Redbournberry................................................ Singleton
correctly. The Fair Work Act provides if they are responsible for ordering are tracking appropriately.
many traps for an employer to fall into. to be added to the mailing list. Sheather & Merrigan .......................................Wickham
and your ordering process is not Southern Cross Training & Assessing ............ Singleton
functioning well tell them it is not One on one discussions reviewing a Caroline Rolls ..................................................... Paxton
However, in reality many performance working and that it is their job to think project in more detail and discussing Contact Michael Schmidt
issues can be dealt with through more 1/555 High Street Maitland NSW Imagine Electrics ............................................ Abermain
up a better system. actions /priorities and what assistance
positive approaches. In short this P 02 4939 4924 F 02 4939 4999 M 0438 129 728 Jacqueline Harrison .......................................... Morpeth
may be required etc.
means starting at the beginning and the formAl APPrAisAl Smartline Personal Mortgage Advice . Bolwarra Heights
ensuring we know what skills and Once the employee has settled in and A formal review perhaps 6 months your employee relations business partner Terry Caslick Excavation ............................... Kurri Kurri
attitude we want in a person, finding found their feet it’s time to initiate the later covering the points raised above Hunter Employee Relations ......................East Maitland
the right person to take on the role appraisal system. This means: at the initial review, their performance Stephen G Pyke ................................................ Weston
and then guiding them to achieve a. A formal review of their to date and looking ahead for the next
the business objectives. If we have employment so far including the 6 months.
missed these initial steps we can still
catch up but it can be more difficult. b.
employee’s feedback.
Reiterating the business Performance Management may
Winning Business Online - Across the Hunter Valley
objectives. also need to be invoked where the The Winning Business Online program has been developed to assist businesses increase their skills
Position desCriPtions c. Clarifying their overall role in employee is not undertaking the in the use of the internet to increase sales, reduce costs and simplify the running of their business.
These do not have to be elaborate achieving those objectives. required duties in the correct manner The program is federally funded through AusIndustry and features a series of training modules. Each
but must contain enough information d. Clarifying their duties – at two or is displaying attitude issues. has been specifically designed to help small businesses without, or with minimal, online presence,
so that we know what responsibilities levels: or for those owners looking to improve their business using online tools. Each module is introduced
the new employee will have. However, Key duties – essential to their “i don’t have time for all this stuff” with a brief video clip by television identity David Koch and is designed to make learning as easy as
before you write one up, consider role; and Secondary duties – It would be the rare exception possible.
your current business structure and additional duties that must also where you can give an employee
whether it is working for you. Are be done but are not as critical. an instruction, ignore them and they Participants learn how to create their own e-business plan to grow their business. Every aspect is
there overlaps? Do you have the e. Addressing any performance or achieve great outcomes for you. covered from the basics of building a website to marketing and e-commerce.
right people in the right positions? In attitude concerns. At this point Spending the time to undertake
summary – be clear on what skills and it will be more about clarifying these steps should be seen as an Please call reception on 4936 2557 or 1300 304 794 for dates and times.
attributes you need. what your expectations are investment in your business. If done each two hour workshop is just $25.
than invoking performance well with the right employee it will free
reCruitment management. Employers often up your time and allow you to focus on You are also able to access Winning Business Online through a free self-paced, on-line flexible
Explain to potential applicants the make the mistake of missing business growth not micromanaging learning program. Again, please contact Reception to obtain an appointment for our Business
nature of your business, your business this last point – hoping it will your employee and the projects you Facilitator to sign you up and explain this program.
objectives and what their role in improve of its own accord. have assigned to them.
If you are in the Upper Hunter, please phone Julie Fibbins on 0428 238 399 to arrange an appointment.
We have recently provided access for this program to six businesses in Merriwa and two in Murrurundi.
The online training option has made study easy for not only business owners with limited time but
michael schmidt | hunter employee relations | 02 4939 4924 also for those living in remote areas.
michael@hunteremployeerelations.com.au
4 BEC news BEC news 5
Building Better Business in the Hunter ®
Consumer Law Update Are you making the
On 1 January 2011 the consumer protection provisions in Parts IVA, V, VA and VC of the Trade Practices
Act 1974 (TPA) were repealed and replaced with the Australian Consumer Law (ACL). Further the TPA
most of your business?
was renamed the Competition and Consumer Act (CCA).
WE OFFER Ph 1300 304 794
Key Changes to the Consumer guarantee: tendency of which is to induce persons to acquire the good. G Business development
If a supplier fails to comply with the express warranty it will Cnr Barton & Merthyr Sts
In relation to goods, the key changes are that goods must G Networking activities
be in breach of the consumer guarantee. (PO Box 195) Kurri Kurri
be of an ‘acceptable quality’ rather than of a ‘merchantable G Marketing & Mentoring Support
quality’. Accordingly goods must be fit for all purposes for If you supply a service, the guarantees that now automatically E | mail@hunterregionbec.com
G Skills Development Workshops
which goods of that kind are commonly supplied and must apply to the service are that:
www.hunterregionbec.com.au
be acceptable in ‘appearance and finish’, ‘free from defects’, G Business Start-up Support
‘safe’, and ‘durable’. If you supply goods that: ■ the services are carried out with due care and skill;
■ are not fit for ‘all’ purposes for which goods of that kind ■ the services are fit for the purpose that the consumer
makes known to the supplier; and
are commonly supplied;
■ the services will be provided within a reasonable time
Building better business in the Hunter®
■ are not acceptable in appearance and finish;
unless the time is fixed by contract or otherwise agreed.
■ have defects;
the Consequences of breach:
■ are unsafe; or
If goods or services fail to meet the consumer guarantees,
■ are not durable; the remedies available to consumers include refunds,
repairs and replacements. The main difference between
you may be in breach of the consumer guarantee. the TPA and ACL is that the consumer guarantees have
There is also a new guarantee that a supplier or manufacturer statutory remedies under the ACL, unlike the implied
will comply with any express warranty they have offered. warranties under the TPA where a consumer had to rely on
contractual remedies.
the Hunter’s leading provider of print services for the local business.
An express warranty includes any pre contractual
representations made about the quality, state, condition, for more information please contact Kim richardson at Experience the Jennings Print difference:
performance or characteristic of the good, that is made in richardson lawyers
connection with the supply of the good, or in connection with exceptional customer service
t: 0400 311 930
promotion of the supply or use of the good and the natural e: kim.richardson@richardsonlawyers.com.au a sales representative can call on you personally
high quality single & full colour offset / digital printing
Build a Road Map for your business much easier than you may think with our Strategic
Planning Made Easy CD.
tailor-made to your budget and deadline
with a great business plan! The Hunter Region BEC has developed this
FOR AN OBLIGATION-FREE QUOTE
When you decide to go on holidays or to build resource over many years and now has it
a new home you sit down and plan it in detail, in a convenient CD format. call 4933 5735 to speak to one of our friendly professionals
and yet too many of us start our own small or visit www.jenningsprint.com.au to fill in an online request
The Strategic Planning CD, is available
business by registering a business name and Remember – if you call us, we’ll come to you!
from the BEC for the princely some of $35
not a having a “Road map for its success”.
and can be operated from any computer
A sound business plan can mean the difference that has an office suite from Word and
between a business that prospers and one that Excel 97. If you want to know more about
flounders. Writing a winning business plan is now the planning CD give us a call on 4936 2557. www.jenningsprint.com.au
6 BEC news BEC news 7
Become a member of one of the fastest
growing business networks in the Hunter
Membership to the Hunter Region BEC provides many benefits to businesses both
large and small.
When you become a member you can access everything the centre has to offer,
including social networking opportunities and exposure through our publications
and discounts to room hire, seminars and workshops.
The opportunities are endless for businesses to expand and grow with the professional assistance of the HRBEC.
We strive to create a sense of business community in OUR region, and to provide support for the businesses that
serve our community.
Membership Registration to the Hunter Region BEC
ABN 36 782 654 484
il bu
Business Name: ________________________________________________________________________________________
ding
Business Type (as per Yellow Pages Listing): ___________________________________________________________________
Contact Person: ________________________________________________________________________________________
be
Address: _________________________________________________________________________________________________
tter business in the h
__________________________________________________________________________ Postcode: __________________
Phone: _____________________________________________ Fax: _______________________________________________
Mobile: __________________________________________________________________________________________________
Email: ____________________________________________________________________________________________________
Membership from: ___________ / ___________ / ___________ to ____________ / ____________ / ____________
Website: _________________________________________________________________________________________________
Scale of Fees:
Associates: non-profit community based organisations $66.00
unt
Small Business (up to 5 employees) $77.00
Medium Business (6 to 100 employees) $121.00
er
Large Business (100+ employees) $550.00
®
Corporate Sponsor $1100.00+
All Membership costs are GST inclusive.
Banking Details:
DIRECT DEPOSIT: National Australia Bank BSB: 082 512 Account: 823068719
I enclose a cheque for the full amount of one year’s membership
Please charge my credit card for the full amount of one year’s membership
Bankcard Visa Mastercard Expiry Date: ________/_________ / __________
Name on Card: ______________________________________ Signature:______________________________________
I CONSENT I DO NOT CONSENT
to my name being provided to other companies for marketing purposes. The Hunter Region BEC is
proudly supported by
Print Name: __________________________________________ Signature:______________________________________ eyedesign ®
GRAPHIC DESIGN