The Mission Record Thursday, October 11, 2012 B1

BusinessTRACKc o n n e c t • i n f l u e n c e • p r o s p e r

M i s s i o n C h a m b e r o f C o m m e r c e

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As the economy begins to move, this is a good time to focus on your business

strategies with marketing play-ing a key role in how you plan to move forward.

Your marketing plan details how you intend to meet your customers’ needs and com-municate the benefits of your products or services to them. When deciding about market positioning, pricing, promo-tions, and sales, your customers should be top of mind.

The Four Key Components of Your Plan

Your marketing plan should describe how you will segment your target market, how you will position your products or services compared to your competition, what your pricing strategy will be, and how you will effectively reach and influ-ence your customers.

1. Your Target MarketYour target market is a group

of customers that has a similar need for a product or service, money to purchase the product or service, and willingness and ability to buy it.

To identify your target market and best serve your market, you need to:

• Know your customers;• understand what your cus-

tomers need;• why they buy.

Because you have limited time, resources, and budget, you cannot be everything to everyone. To effectively reach customers, you need to seg-ment your target market into

one primary market on which you focus most of your energy, and at most three second-ary markets.

You can segment your target market along four key charac-teristics:

• Demographic: Who are your customers?

• Geographic: Where do they live?

• Psychographic: Why do they buy?

2. Your Market PositioningPositioning is the image of

your product or service that you create in the mind of your target market. Your goal is to create an image that’s unique, differentiated, and definable in the mind of your custom-ers. It’s essential that all of your marketing materials sup-port the position or image you are creating. It’s also critical for

you to know your present and potential competitors, both direct and indirect. Examine their strengths and weaknesses relative to yours. This will help you select a market position that provides a competitive ad-vantage.

Your overall position should emphasize those factors that your customers value most, and those which make you stand out from your competition.

3. Your Pricing StrategyPrice is a very important

factor in your marketing plan; however should not be the sole focus of your plan. Pricing strategies need to be relevant to your value not your competitors only.

4. Your Promotion StrategyPromotion is the activity of

informing, persuading, and influencing your customers’ purchase decisions.

The type and scope of promo-tional activities that you need to undertake will depend on what the promotion is intended to do, and what goals and objec-tives you want to achieve.

There are four general types of promotional activities:

1. Advertising.2. Sales promotion. Sales

promotions focus on short-term incentives to encourage sales of your products and/or services.

3. Publicity and public rela-tions.

4. Personal selling. This type of promotion involves a direct, face-to-face relationship with your customer. It includes ex-plaining or demonstrating the features and benefits of your products and/or services in an attempt to persuade the cus-tomer to buy.

To learn more about market-ing, join us for Lunch & Learns during October, Small Business Month. Industry experts will teach you the important aspects of positioning your brand in the market.

Go to www.MissionChamber.bc.ca for more info.

Marketing starts with your customers

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It's important for businesses to sit down and develop a marketing plan.

B2 The Mission Record Thursday, October 11, 2012

Are you trying to hunt down new business-to-business clients,

source new suppliers or scope out the competition? Fraser Valley Regional Li-brary’s (FVRL) newest online resource, ReferenceCanada, will give your business the edge it needs. This powerful database contains informa-tion on 1.5 million Canadian businesses, and is available free online 24/7 to every FVRL member.

“Businesses need to be resourceful to grow, and this database will knock your socks off –and it’ll knock the dust off your marketing plan too,” says Diana Marshall,

librarian at FVRL’s Mission Library. Marshall should know–she’s served countless entrepreneurs ravenous for good marketing data in Van-couver Public Library’s Busi-ness Division. “Reference-Canada is the single, most useful tool that businesses, new and established, need to know about.”

There are lots of directories available, so what makes this one so special? Malleability. ReferenceCanada can be searched by a wide variety of company characteristics, including the usual phone-book fare like company name and category, but also by more unique characteristics,

such as phone area code, postal code, the number of employees, or sales volume. In addition, the information available about a company can include executive names, web addresses – even an in-dicator of how long the com-pany has been in business.

Why does this matter? It means one company can pull out a list of potential clients in any particular industry and location, another can find a list of comparably sized competitors in their area, and a third company could use it to track down Canadian suppliers for their latest venture.

“The possibilities are end-

less,” says Marshall, “we even have job hunters tapping into the hidden job market using ReferenceCanada. Finding reliable statistics and infor-mation like ReferenceCanada offers can cost companies a lot of money and time. FVRL is excited to help grow local businesses with free tools like ReferenceCanada, and our many other useful data-bases.”

For more information about ReferenceCanada or to ask how the Mission Li-brary can help answer your business questions, call the library’s Information Desk at 604-826-6610 or visit at 33247 Second Avenue, Mission.

BusinessTRACK

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James Bond Casino Night

Diamonds are Forever

Mission Community Services Presents

Helping people Changing Lives Building Community

33179 2nd Avenue Mission, BC V2V 1J9604.826.3634

info@missioncommunityservices.com

Casino Night

Friday, November 2 • 7pm - 11pmBest Western Mission City Lodge

32281 Loughed Hwy, Mission

THEME: 70’s Bond Girl GlamTICKETS: $75 includes $1,000 in chips

$100 includes $1,500 in chips

For more info contact Cory604.826.3634

• Professional Dealers • Buffet • Comedy Shows • Great Prizes!

www.miss ioncommunityserv ices.com

2012

BOA

RD O

F DI

RECT

ORS

Elyssa Lockhart PRESIDENT

Todd BuggeDIRECTOR 2011

Sean MeliaVICE PRESIDENT

Trevor GirardDIRECTOR 2012

Satti GrewalDIRECTOR 2012

Attila DavalovskyDIRECTOR 2011

Cal CrawfordPAST PRESIDENT

Pam AlexisDIRECTOR 2012

Tony LaPointeTREASURER

Vicki GouldDIRECTOR 2012

Ann HarperDIRECTOR 2011

Powerful business tool now available at your local library

October is Small Business Month and certainly in Mission we have many small businesses to celebrate. Mission is an incubator of businesses, with most business licenses in the area being for or-

ganizations of less than five employees and more than 40 per cent being home-based businesses.

As the Voice of Business, the Mission Chamber continues to support small business through our advocacy work. One recent success has been municipal council’s approval of Core Service Review recommendations that were supported by the Chamber. Key recommendations included the streamlining of front counter service and web portals for licensing and fee payment. In a broader approach, the Chamber’s collaboration with other Fraser Valley Chambers has led to the adoption of a mobile business license pilot. This will save up to $2,000 in licensing fees for small busi-nesses that work from Surrey to Hope on both sides of the Fraser.

To further assist all small businesses, the Chamber continues to provide great seminars to celebrate October. Listening to members’ interest, the team has brought together some fabulous Lunch & Learns on all aspects of marketing. Great partnerships with Prospera Credit Union, Fraser Val-ley Regional Library and Community Futures North Fraser are providing experts that can give valuable insight to this key business tool.

We are also celebrating the best of business in Mission on Oct. 19 at the Business Excellence Awards. It was great to have over 80 nominees in the eight award categories. Congratulations to all those nominated and I hope you will join me at the Gala to celebrate this year’s winners and honor all nominees.

Allan MainLIAISON, C.F.N.F.

MayorTed Adlem

DOM LIAISON

President's message

The Mission Record Thursday, October 11, 2012 B3

Hands-on or virtual, Mis-sion City Business Center helps business grow

Mission City Business Center, the brainchild of Ann Harper, sits near the foot of James Street at First Avenue and boasts a bright boardroom complete with panoramic view that is ready to serve both her on-site and virtual clients.

“I saw a need for growing home-based businesses in the Fraser Valley to have an affordable, professional and complete work base and sup-ports outside the home,” ex-plained Harper, a chartered

accountant who was home-based in Mission for the last three years.

“A place like this can help ease the expense, uncer-tainty and fear that often accompany the growth of a home-based business.”

Harper has renovated her space to provide others with private, secure offices, shared reception and business areas and a well-equipped board-room.

“In addition,” said Harper, “you can have us answer phones, collect or send faxes, advise you when mail arrives and provide confidential

shredding, word processing or accounting services.”

“You can build a flat-rate package that suits you, with or without physical office space, or take just one ser-vice at a time. Your choice,” she continued. Non-profit organizations can use Harp-er’s boardroom at no charge because she wants to “help these organizations grow, too.”

Not yet open for six months, Harper rented out her five on-site office spaces within her first two months of business.

She has added a Purola-

tor depot to her service mix and is already set to expand her Mission City Business Center to include three more offices by Christmas this year.

“My work with the Mis-sion Chamber has helped me grow my own business because people have had a chance to get to know and trust me,” said Harper. “And people like to do business with people they know and trust.”

For more information visit www.MissionCityBusiness-Center.com or call Harper at 604-826-7311.

BusinessTRACK

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Our constituency office is here to assist you with:•GOVERNMENT RELATED ISSUES •INFORMATION ON GOVERNMENT PROGRAMS

•CERTIFYING YOUR COPIES •ARRANGING CONGRATULATORY MESSAGES

Randy HAWES, MLA Abbotsford - MissionMarc DALTON, MLA Maple Ridge - Mission

Marc DaltonMLA

Maple Ridge - Mission

Randy HawesMLA

Abbotsford - Mission

33058 First Avenue Mission, B.C. V2V 1G3 PHONE: 604-820-6203 TOLL FREE:1-866-370-6203 FAX: 604-820-6211

EMAIL: randy.hawes.mla@leg.bc.ca www.randyhawesmla.bc.caEMAIL: marc.dalton.mla@leg.bc.ca www.marcdaltonmla.bc.ca

CHAMBER COM

ING EVEN

TSOct. 4, 11, 16, 23, 15

Marketing Lunch and Learns

Topics varyPlace: Mission Library,

meeting roomTime: 11:30 a.m. to 1 p.m.

Oct. 19Business Excellence

AwardsPlace: Ballroom, Mission

Best WesternTime: 5:30 to 11 p.m.

Nov. 15Chamber Luncheon

Place: Chapel Room, Rockwell's Bar and Grill,

32281 Lougheed Hwy.Time: 11:30 a.m. to 1 p.m.

Nov. 28Seminar: Insightful Selling

Place: TBATime: 9 a.m. to noon

Dec. 9Candlelight ParadeRegister your float!

Scan this QR code with your

smart phone to see

details on our website

Mission City Business Center helping local business grow

Mission City Business Center’s Ann Harper welcomes you with a smile.SUBMITTED PHOTO

Chamber Snapshots: A close-up look at members that keep Mission humming

B4 The Mission Record Thursday, October 11, 2012

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BusinessTRACK

INTERIOR DESIGNR inside and out • Commercial & Residential • Colour Co-ordinating• Design - Advice - Assistance • Renovations - Construction• Decorating - Furnishings • “Staging” to sell

INTERRIO

For a consultation callGail Hanslo registered interior designer“Creating Beautiful Spaces Since 1981”

604-826-0594 gailhanslo@shaw.ca

Protecting families and businesses through Life insurance, Health & Mortgage insurance

Developing wealth and retirement strategies through smart investments with guarantees

Trevor Girard – A Valued Advisor Relationship focused, not transaction focused

Call: 604-287-5586 for your free consultation and quotes! Email: trevor.girard@futureright.ca Website: www.futureright.ca

FUTURE RIGHT

MissionClay Works

Find Hand

Crafted Gifts for

the Holidays

33038 2nd Avenue, Mission

(entrance and parking via the alley)

604-556-1501

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We o� er

classes for

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children

“Promoting Business and Tourism Development in Mission”I N F O R M AT I O N AVA I L A B L E

• Mission Community Pro� le• Commercial and Industrial Property Inventory

• Business Opportunities34033 LOUGHEED HWY., MISSION, BC V2V 5X8Tel: 604.820.3789 • Fax: 604.820.6738 • Toll Free: 1.866.814.1222

email: edc@mission.ca • www.mission.ca

P ti B i dd

Prospera Credit Union cares about your financial well-being.

See our investment experts for your complimentary financial plan and enter to win* a trip for two to Las Vegas!

Talk to us today1.888.440.4480 prospera.ca

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Loans for business start-ups or expansions

604-826-6252 info@northfraser.org www.northfraser.org

2012

CHA

MBE

R TE

AMFraser Valley chambers hosting showcase and mixer in Langley, Nov. 6

M i s s i o n R e g i o n a l C h a m b e r o f C o m m e r c ew w w . m i s s i o n c h a m b e r. b c . c a 6 0 4 - 8 2 6 - 6 9 1 43 4 0 3 3 L o u g h e e d H w y , M i s s i o n B C V 2 V 5 X 8

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Also, your centre for Mission & BC TouristInformation

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The third annual Fall Fraser Val-ley Chambers of Commerce Busi-ness Showcase & Mixer will take place on Tuesday, Nov. 6, 2012 at a new event location, Cascades Ballroom at Cascades Casino, Coast Hotel and Convention Centre in Langley, and at a new time, from 2:30 to 6:30 p.m.

Event organizers expect more than 500 people to attend the trade-show. All 107 exhibitor booths are now sold out.

The show is a joint event put on by chambers in the Fraser Valley. It is a great opportunity to network with business leaders and profes-sionals working throughout the Fraser Valley.

“This is a great opportunity for business owners, operators and decision makers from across the

Fraser Valley to come together and see what each other has to offer,” ex-plains Greater Langley Chamber of Commerce President, Angie Quaale. “Exhibitors will get to promote their businesses and services and guests will get a chance to network and see what is available to them in other communities. It is a win-win for all involved.”

Participating chambers include Abbotsford, Chilliwack, Langley, Maple Ridge-Pitt Meadows, Mission and Surrey. This event is sponsored by Cascades Casino, Coast Hotel and Convention Centre, Duolynx Design & Print, Sudden Impact, Sil-verpoint Systems Ltd. and Mediast Web Solutions.

This event is free for all guests to attend but an RSVP is appreciated for catering purposes.

For more information on the Mission Regional Chamber of Commerce,

go to www.missionchamber.bc.ca.

Allison JackTourism Co-ordinator

tour

ism_s

ervic

es@

miss

ionch

ambe

r .bc

caAthena Green

Member ServicesMichelle Favero

Manager

man

ager

@m

ission

cham

ber .

bc ca

Clare SeeleyVisitor Services